It’s time for We Are Social’s Monday Mashup, our pick of some of the web’s finest research, news and case studies.
CMOs: Consumers Are Connected. You Need To Be, Too
The prolific Jeremiah Owyang penned this article for Forbes magazine, as a guide for CMOs who are currently putting the finishing touches on their 2010 marketing strategies. Though most CMOs now recognise the need to put more resources behind social media, many more need some suggestions about how they might develop a solid strategy. As such, Jeremiah assembled his thoughts under the following headings:
- Social marketing affects all digital marketing channels
- Customers don’t care what department you’re in
- Technology is cheap, yet soft costs are high
- Develop a pragmatic approach
- Social marketing affects the whole organisation
Read on for more detail.
Losing To The Social Web: Visualized
If you like visuals, then read on. This post from Unmissable blog looks at the decline of the ‘destination web’ (a topic we’ve covered here in the past) and suggests that the sun is setting on branded websites and microsites as social media swallows up a greater proportion of traffic on the web.
Unmissable has assembled graphs for some of the biggest brands on the web – Dell, Adidas, BMW, Quicksilver, Sony – and what you’ll immediately notice is “ websites and portals have been loosing unique visitors hand over fist for the last 3 years.”
This stands in sharp contrast to the graphs assembled for social networks, which show traffic rising ever higher over the same period.
Off-site content distribution like RSS, and the fact that social networks have become far more relevant to consumers are cited as the main reasons branded websites are suffering. The lesson here is that agencies and brands need to work out how better connect with customers online, and deliver relevant content and experiences where they are spending a growing proportion of their time online: in social media.
Measuring Engagement of the Social Web: ‘07-’09
An interesting post from the Postrank blog, which looked at various measures of ‘engagement’ since 2007 and identified a few trends worth paying attention to for content publishers. In sum:
- In absolute terms, more people are participating in the social web
- Conversations and discussions about the content are increasingly happening off the publisher’s property, fuelled by the growth of the “share and like this phenomenon which is sweeping through Facebook, Twitter and dozens of other social hubs”
- The widespread adoption of more pervasive communication tools like Facebook and Twitter is actually increasing the lifespan of a typical story, with engagement taking place over a longer period of time as the story gets passed around more widely
Twitter to launch paid-for corporate accounts this year
It been rumoured for some time and is perhaps one of the few ways in which Twitter could derive revenue, but at last Twitter has confirmed they are planning to launch ‘paid-for commercial accounts’, according to founder Biz Stone. Don’t panic though. What this actually means for brands and agencies who help them online is that Twitter will remain free for corporate and personal users, but would now offer companies additional paid-for services to help manage and analyse conversations online.
Bloggers strike back at Buscombe
Last week it was reported that Peta Buscombe, the chairman of the Press Complaints Commission, had ambitions to regulate bloggers. As one might imagine, it was not well received. Sunny Hundal, one-time winner of The Guardian’s blogger of the year award, has set out in detail why such regulation would be wholly incompatible with blogging practice. Read the letter in full.
Social networking sites criticised for failing to protect children
The head of a government body responsible for keeping children safe has criticised social networking sites for not doing enough to protect youngsters.
Whereas Bebo has recently introduced a “Ceop report” button for users to log abuse, no such mechanism currently exists on Facebook or Myspace. Here’s to hoping social networking sites follow Bebo’s lead in order to make the web a safer place for young people.
Other notable stories: