75% of US companies have a Social Media Strategy…apparently

I was browsing eMarketer today and found an article telling me that 75% of US companies have a Social Media strategy compared to 2009 where 52% of companies were operating without any strategy. Obviously I gravitated towards it as it was a pretty intriguing headline. Below is one of the graphs I grabbed:

US Companies with an SM strat

So that sounds good right?

Well that depends on WHAT the strategy actually is. This is the more important deep-dive question and those kind of ‘look how good things are’ headlines sort of piss me off as they are generally misleading.

To put it in context every company has a business plan – that doesn’t stop some of them hitting the wall or screwing up royally. That’s because their business plan is fundamentally wrong. The fact they have one is merely housekeeping.

The same can be said for marketing plans and sales forecasts – we all have them but that doesn’t mean they are right.

However, on the flip side I must say that with 75% of US companies having a strategy of some sort is better news for people like me (and probably you!) because it means that these 75% are realising they need to do something in the area.

I’d like to return to that very post in 12mths time and see a sub-line such as ‘12mths on, X% of them got it right too’…

And they are and apparently they are increasing their spend on social media too:

US Companies SM investment
Excellent – where’s that Sunseeker brochure, I fancy a new tub to sail in…

Interview: Erik Qualman (@equalman) the creator of Socialnomics

Erik Qualman (@equalman) created the Socialnomics films for us which have been used worldwide to help us educate people on why Social Media is important, not a fad and something you can’t afford (quite literally!) to ignore.

Pretty exciting to hear a new Socialnomics book is coming in October.

Erik gives his thoughts around Scott Monty (@scottmonty)of Ford Motor Co.’s use of social media and the Old Spice Campaign.

Visualised FourSquare Check-in’s – via WeePlaces.com

Ok so maybe not the most exciting set of check-in’s on FourSquare (that’s my fault!) but nevertheless the idea of WeePlaces.com is good. It gives you a time line of all your check-in’s from the last 12mths and puts them into a nicely constructed video that can be shared.

I can think of a number of good reasons how WeePlaces could help some of my clients – but that’s an idea I will keep for myself for the moment!

Just be careful if you’ve been places that you checked-in at to get the points but didn’t ’share’ for some intriguing reason…this tool does not keep any of those check-in’s a secret… :-)

Zoom out so you can see the whole of the UK and then reply the video…neat.

Gray Dudek’s Foursquare by WeePlaces.com.

Video of Googles Container Data Centre – yep it really is this complicated

This seriously satisfies the inner geek as it is a view from Google of their Container Data Centre which is just amazing. You get the feeling that the server farm is going to have to be pretty big but the intricacies that have had to go into designing the way the centre works, is cooled, is powered, etc is simply mind blowing.

So next you put a search into Google and it takes longer than 0.2secs you’ll have an appreciation of why the ‘internet’ might be a bit slow today…

Video – A guy walks across America from NY to San Fran in 1.45mins

Spotted this the other week and just thought it was a great piece of work. It’s not absolutely clear on why it was done within the film but it was created by Conscious Minds on behalf of Levis as they try to come back as brand we all consider ‘cool’ using various social and digital efforts.

All that aside, it’s just a seriously clever piece and credit to the editor(s) for having the patience to stitch it all together…

Compare the Meerkat – Case Study 2

As usual Aleksandr Orlov is extremely endearing as a character and complains about everyone getting Meerkats confused with Markets (note: I must say I blame him for that as before his advertising campaign started I have never confused the two…)

Regardless, it’s the usual slick execution and has become more polished as the time has gone by. I think this is nice as the client is clearly seeing the results and therefore investing more but the traditional style of the Meerkat videos was to me much more compelling and ‘believable’ (if I can use that word about a stuffed puppet) than the beautifully recreated sets we see in the ad’s now.

Check out the latest video:

…and now check out an original video:

But my opinion to one side how has the interest in the whole Compare the Meerkat / Market campaign been performing from a social perspective?

Is it still in our favour? Are we still talking/blogging/tweeting/etc about it? Or has is become just part of the ‘funky’ (sometimes irritating) insurance sector advertising campaigns?

I checked it out on Social Radar and here’s what I found:

Trend

So from the above trend chart we can see a huge embrace of the Aleksandr Orlov character and his stories starting back in July 2009 and since then a slow decline in the number of mentions that either he or Compare the Meerkat and indeed Compare the Market are getting across the social sphere. The query used was pretty basic I admit so I’ve probably missed a few posts and Tweets here and there but the trend still remains representative I would suggest.

Sentiment

However, from a shakey beginning (where pretty everybody misunderstood WTF the ad was about and for that simple reason hated) the sentiment towards the campaign has grown over time and maintains a positive feeling towards it. However with declining volumes of conversations I wonder if the latest ad will hit the mark.

Well I suppose in one way it matters not really as it’s the final installment of Aleksandr, Sergei and all the Muskats…for now at least…

Ten dangerous ideas for startup entrepreneurs

Starting a new business is a positive action, and in my experience most entrepreneurs are positive people. But sometimes that positivity can mask harsh realities that many entrepreneurs would rather ignore, and can lead them to buy into ideas that are detrimental to success.

Here are ten dangerous ideas that many startup entrepreneurs buy into that they shouldn’t.

Raising money from VCs is crucial to success. While having a flush bank account can give a startup entrepreneur the opportunity to execute on a vision, money alone doesn’t guarantee success — the majority of companies that receive VC funding still fail, just like all businesses.

Bootstrapping is wonderful. Some believe that startups should raise as much money as they can, but there’s another camp that advocates for bootstrapping. Unfortunately, extreme bootstrapping is problematic because not having enough money is just as detrimental as having too much of it. In fact, undercapitalization is one of the leading causes of new venture failure.

We can figure the business model out later. While there are more than a few high-profile examples of successful entrepreneurs that didn’t know how their startups were going to make money, the reality is that launching a new company without a business model (or some thoughts about business model) is, in most cases, more likely to produce failure than success.

There’s no competition. Even though focusing too much on the competition can be a distraction, entrepreneurs who believe that there is no competition are almost always completely out of touch with reality, and that’s a far worse thing.

The competition sucks. Many entrepreneurs who recognize that they have competition believe that the competition is so inferior as to be of marginal importance to their new business. In some instances, this might be the case, but most of the time, this type of denial can be harmful.

Experience is overrated. Just because a number of high-profile startups have been founded by entrepreneurs with little to no experience doesn’t mean that experience doesn’t matter. Experience is far more likely to provide for key industry insights that will boost the chances of success, and in some relationship-driven industries, having a track record is a prerequisite for getting deals done.

We don’t need a business plan. While a 40-page business plan might be an unnecessary formality, not planning is planning to fail, so it’s always good for entrepreneurs to put into writing a ‘business plan’ for personal use.

That’s going to happen — it’s in our business plan. Business plans, including those with financial projections, can be valuable planning tools, but far too often entrepreneurs conflate plans and projections with reality. They come to believe that certain things are real because it’s in the business plan. Business plans and projections should be thought of as a guidebook, not a map.

Somebody will want to buy us. A big exit is something many entrepreneurs dream about, but it’s not something they should count on. Unfortunately, when you’re building for an acquisition, chances are you’re not building for self-sustainability.

Failure is not an option. Negativity isn’t a desirable trait for an entrepreneur, but overconfidence isn’t one either. Opportunity cost is the greatest cost entrepreneurs pay and therefore, getting tied up pursuing a business that isn’t going anywhere can be very expensive. That’s why entrepreneurs should be prepared to recognize when a business has reasonably failed and be ready to move on, even if they’re going to fight as hard as they can for success.

Photo credit: chego101 via Flickr

Content credit: eConsultancy.com

Video of Social Media in the UK – how big is it really?

Just what I have been looking for ever since I saw Socianomics last year – a UK view versus a global view.

Clients look out, I now have the video I have been searching for so it’ll be coming to our next meeting!

Harry & Paul – 40/45 years – the funniest 2.5mins in the world!

No reason for posting this to my blog other than so I know where I can find it when I need a belly-hurting laugh.

It is just genius and it was shown to me by my good friend Nigel Bromley (@Niiige) when we were in Kansas City last year.

Dave Reed (@DaveRreed) was with us too and ever since that day 40/45 has become the numbers to get into every day life wherever possible!

Email marketing – Dead and buried or Alive and needed?

So, is it just noise now that we all ‘filter’ out of our inbox when it drops in?Research

Or do we all feel it’s still useful and relevant?

Well, eConsultancys latest piece of research tells us that us advertising folk need to keep using email marketing as a way of engaging with consumers as more than a third of people (38 per cent) do not use a social networking site such as Facebook.

The survey, entitled “How We Shop in 2010: Habits and Motivations of UK Consumers”, also found that only 6% of internet users had asked for recommendations on a social media site which seriously surprised me – clearly the bit they don’t include within this is the ‘passive’ endorsement people relevant via components such as eBay Feedback scores and the like.

More than a third of consumers (36 per cent) said that receiving an email had prompted them to make an online purchase and 27 per cent stated that an email had encouraged them to make an offline investment.

Linus Gregoriadis, Econsultancy’s UK research director, said:

“Despite the rise of social media, the role of the email channel is secure. Email is extremely effective as long as companies are targeted and relevant when communicating with consumers.”

Furthermore, 61% of consumers preferred to receive advertising messages via email compared to 28 per cent who said post and five per cent who stated social networking sites.

So, as it goes ‘food for thought’. Email will always have a place within the mix be that for transaction confirmation, up-sell, loyalty building, etc. The trick is to decide (via research) which of the areas it can help us.

To play it off against Social Networks (as an example) seems a little odd to me personally as it’s like saying “well I put it on TV because TV is better than Outdoor.”

Surely it all comes down to the objective and therefore what are you trying to achieve versus leading by channel and then force fitting (and then complaining when it doesn’t fit!)

(stat’s courtesy of IAB)

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