- Facebook Dominates Display Advertising ImpressionsIn a new report from comScore, data for the third quarter of 2010 shows that Facebook serves twice as many display ad impressions to the U.S. Internet audience as the next closest display ad publisher, Yahoo! sites.
These statistics are quite different from first quarter 2010 data, which showed Facebook with just a 16.1% share of […] - The Importance of Internal Brand AdvocatesOne of the concepts I teach in my books and at speaking engagements when I’m asked to talk about branding is the importance of creating internal brand advocates and giving them the freedom to talk about the brand they love and believe in. Your employees are your most powerful brand advocates. If they don’t believe […]
- Mandatory sustainability measures: a digestLike spring follows autumn or cats pounce on mice (even under the snow!), now seems to be the season for people to discuss mandatory supra-national reporting standards. Without going into too much detail, here is a selection of last week’s activity for you to peruse at your leisure.
EU may legislate on corporate, social and environmental […] - Economies of Scale: Small Business Resources for Big Business IdeasI usually make time to watch MSNBC’s early morning weekend show Your Business. And just about every week, I see something interesting and think “I should blog about that”—but then I think . . . small biz/SOHO/entrepreneurial ideas aren’t very relevant for a corporate audience.
Now that I’ve turned it over in my mind several times, […] - Corporate Eye Summary November 6, 2010Keeping Yahoo! Brand Value Alive
I read an interesting article about Yahoo! last week on BrandWeek that asked various business experts to weigh in on whether or not new leadership is the band-aid needed to bring the company back to its former position of strength. The responses were all fairly similar and match my own feelings […]
Consumers Want Incentives from Brands to Become and Stay Fans
In a September 2010 survey conducted by Cone, U.S. consumers identified what they look for when they engage with brands and companies online and what makes them stop following brands and companies online.
The results aren’t very surprising, but it’s good to see hard numbers that prove that companies and brands can find great success through social media marketing if they listen to consumers and actually give them what they want and need.
When asked what types of interactions new media users look for when they engage with brands and companies online, the response breakdown was as follows with a single tactic far exceeding the rest:
- 77% = Offer incentives such as free products, coupons, and discounts
- 46% = Solve problems and provide product or service information such as customer service
- 39% = Solicit feedback on products and services
- 28% = Entertain me or provide access to premium content
- 26% = Develop new ways for me to interact with their brands, such as widgets, mobile apps, online games, and contests.
- 21% = Market to me through banner ads, targeted ads, and so on.
Is your brand offering incentives through social media in order to attract fans and followers and to keep those fans and followers engaged? Three out of four new media users are looking for those incentives!
When asked what the reasons are that new media users stop following companies and brands online, the results were primarily spread fairly evenly among three annoying activities:
- 58% = The company or brand acted irresponsibly toward me or other consumers and I’m no longer a fan of it.
- 58% = The company or brand over-communicates with me by sending spam, sending too many messages, or offering too much content to sift through.
- 53% = The company or brand provides irrelevant content.
- 36% = The company or brand doesn’t communicate enough, meaning it doesn’t respond to comments, publish fresh content, offer incentives, or offer interesting content.
- 28% = The company or brand censors the content consumers post on its new media channels such as deleting negative blog post comments or wall posts.
The above results follow the tips I always give related to social media and content marketing. You have to offer relevant content and conversations that are meaningful to your target audience and add value to their lives. However, people are very busy and don’t have time to weed through clutter or extraneous information to find the content that is relevant to them. You need to be clear, concise, personable, honest, and real to succeed in attracting and keeping social media fans and followers to your brand.
How many of the things listed above are you doing the right way? How many are you doing the wrong way? Consumers are very clear about what they want from brands and companies on the social web. The trick for companies is to forget about marketing and focus on listening and building relationships that lead to long-term sustainable growth.
Facebook Dominates Display Advertising Impressions
These statistics are quite different from first quarter 2010 data, which showed Facebook with just a 16.1% share of display ads published versus Yahoo! sites with 12.1%. In fact, comScore points out that “Facebook now accounts for 1 in 4 online display ads in the U.S.”
Take a look at the market share data for the top 10 online display ad publishers for the third quarter of 2010 below:
- Facebook.com = 23.1%
- Yahoo! Sites = 11.0%
- Microsoft Sites = 5.0%
- Fox Interactive Media = 3.8%
- Google Sites = 2.7%
- AOL LLC = 2.5%
- Turner Network = 1.7%
- Glam Media = 1.0%
- eBay = 0.7%
- ESPN = 0.6%
The change came not so much from Facebook stealing market share from other online display ad publishers but rather because the number of ads served stayed relatively constant for most publishers, except for Facebook which jumped from over 176 billion display ad impressions during the first quarter to over 297 billion display ad impressions during the third quarter of 2010. Considering that the total number of display ad impressions during the first quarter was 1.09 trillion and the total during the third quarter was 1.28 trillion, it seems that the overall growth has come primarily from Facebook.
The third quarter 2010 report also shows that the top display advertisers haven’t changed much over the first nine months of 2010. No single company or brand dominates display advertising, but AT&T does continue to hold the top spot with 1.7% share of the display ad impressions during the third quarter of 2010, which is down from its first quarter share of 2.4%. In fact, share of display ad impressions shifted downward for most of the top 10 display advertisers when comparing first quarter to third quarter results demonstrating one of two things: either companies lowered their display advertising investments as 2010 progressed or more companies entered the display advertising game, spreading market share further.
Two final points of interest that I want to point out come directly from the comScore press release:
- The average U.S. Internet user was delivered more than 6,000 display ads over the course of the quarter.
- 109 different advertisers delivered at least 1 billion display ad impressions during the quarter, up from 76 last year.
That’s a lot of display ads, and the trick to success is becoming more and more a matter of finding your niche audience and getting them to notice and remember your display ad. Frankly, it’s a good thing brand managers have social media marketing and content marketing to turn to, because display advertising is a crowded place!
Image: stock.xchng
The Importance of Internal Brand Advocates
One of the concepts I teach in my books and at speaking engagements when I’m asked to talk about branding is the importance of creating internal brand advocates and giving them the freedom to talk about the brand they love and believe in. Your employees are your most powerful brand advocates. If they don’t believe in your brand promise, why should consumers? Companies need to make sure their employees are not only educated about the brand image, message and promise but also that those employees have a reason to believe in it and want to talk about it.
I read an article from Ad Age today that talks about this very concept and it’s shocking to me that companies don’t understand that building internal brand advocates should be a strategic imperative, not just a social media marketing tactic that’s getting some buzz of late. This is something that should be ingrained in the company culture, not an afterthought.
How many companies can you think of where the employees will not only talk about the company they work for but advocate it, defend it against negativity, and evangelize it? There may have been a time when companies like Google might have been able to make such a claim, but it would be challenging to name good examples of companies that cultivate a sense of internal brand advocacy in everything they do today. While companies like Pizza Hut, Overstock.com, and Kraft have been using employees in commercials and marketing initiatives lately, how many of those employees are truly brand advocates? That’s the real question.
So think about your own company and how much more powerful it could be if your employees truly believed in the brand promise. The word-of-mouth marketing true internal brand advocates could generate is exponential. It’s amazing all companies aren’t on the internal brand advocate train.
What do you think? Leave a comment and share your thoughts about developing internal brand advocates.
Image: stock.xchng
Mandatory sustainability measures: a digest
EU may legislate on corporate, social and environmental data
This story was reported by Responsible Investor (RI). In effect, the EU is keeping the door open for future ESG legislation, but the period within which any decision will be made is rapidly narrowing.
In May 2010 the European Parliament passed the resolution “Delivering a single market to consumers and citizens”. This highlighted “the importance of establishing a green single market for emerging low-carbon and environmental technologies, services and products” and insisted that “the use of conformity assessments to gauge social environmental and economic impact at both EU and national level” should be ensured.
The European Commission, the EU’s executive, broadly agrees with this opinion and describes the need for a Single Market Act as urgent. Consequently, it now aims to have a Single Market Act passed and implemented by the end of 2012 with a draft scheduled for publication in early 2011.
Of further note in the RI article the report the commission is considering a review the status of “foundations, corporative societies and mutual associations”. If the EU were to start to legislate to put these forms or corporation on even an equal footing as traditional businesses it would change the ESG dynamic overnight.
Full disclosure of SRI data “would boost the market”
This story comes from CityWire, an independent publication a quarter owned by Reuters, and reports on the views of the European Sustainable Investment Forum (Eurosif).
Matt Stevens, Eurosif’s executive chairman, is quoted as saying “A purely voluntary disclosure scheme does not guarantee significant, relevant and comparable data from all issuers.”.
However he is at least partially contradicted by Steve Waygood, former Chair of UKSIF, who says “I am not convinced that the potentially ossified regulatory hand on all issues is the right one .. (however) .. there is definitely a need for much better guidance on what should be disclosed”.
In his role as Head of Sustainability at Aviva Investors, Waygood prefers the approach of asking stock markets to make ESG part of their listing criteria. While not regulatory, this is still a form of mandatory ESG disclosure.
Are businesses ready to accept more carbon legislation?
Yes, is the surprising answer from Carbon Guerilla’s chairman Les Hayman, as reported by Business Green.
Hayman believes many companies are tapping into carbon accounting as a way of lowering costs and cites an example of someone who chews through up to £40/day in carbon credits purchased from a mobile phone provider.
He says: “I think governments are only just starting to realise that this area is an incredible one for taxation, and one that allows them to look like really good global citizens.”
The idea of carbon allowances for individuals and corporations isn’t not a new one but unfortunately, and unwittingly, Hayman also points out the flaw in such schemes.
“Think of carbon as a debit or credit card, so you spend something you have or something you pay for in the future,” he says. ” (This) makes people aware that it’s a limited commodity like currency.”
Except currency isn’t a limited commodity, as fans of quantitative easing will all too happily point out.
The accountants are coming
Sustainability reporting is often linked with financial reporting because, as George Monbiot recently said, “the way in which nature is being squeezed into a column of figures in an accountant’s ledger .. may be necessary. What else will induce the blinkered, frightened people who hold power today to take the issue seriously?”
With this in mind there are there’s one other story which is worth keeping an eye on.
The US SEC is considering the adoption of the International Financial Reporting Standards (IFRS) as a replacement for the Generally Accepted Accounting Principles (GAAP) and will continue to report upon measures required throughout 2011.
In the meantime, IFRS is already the norm in the EU & South Africa and will be integrated into accountancy rules in India, Russia, Japan and Canada from 2011.
Although an agreement on accountancy rules between erstwhile competitors such as the US, Russia, the EU and India will be unprecedented, such worldwide agreement will make the integration of sustainability concerns into financial calculations much easier.
Picture Credit: Pounce! by photofarmer under Creative Commons Attribution License.
Economies of Scale: Small Business Resources for Big Business Ideas
I usually make time to watch MSNBC’s early morning weekend show Your Business. And just about every week, I see something interesting and think “I should blog about that”—but then I think . . . small biz/SOHO/entrepreneurial ideas aren’t very relevant for a corporate audience.
Now that I’ve turned it over in my mind several times, though, I’ve decided that some “small” ideas really do apply well to “big” companies. Two of the regular features from Your Business that provide useful ideas for recruitment and corporate communications are Elevator Pitch and Top Five.
To see videos from these (and other) segments, scroll down the web page and select from the Features dropdown list. A couple that are worth viewing: Top Five Apps for Monitoring Social Media and the IndiCustom Elevator Pitch.
It’s really fun to see what the Pitchers come up with, and how the volunteer venture capitalists respond to their presentations. But beyond the entertainment value—what I’ve realized by watching these segments is how much the Careers website is like an Elevator Pitch! Basically, there’s a very limited amount of time to capture a visitor’s attention and persuade him/her to “take a meeting” (i.e., find out more about your company).
For a speedy refresher on the elevator pitch, try this classic Fast Company article. Rule number one for crafting the perfect pitch? “Assume short buildings.”
Speaking of Fast Company–it’s not very corporate, but it is full of ideas about getting things done creatively in business. Why not just flip through it occasionally? Ditto for Wired. Yes, it’s (almost) terminally techie—but if your company ever hires anyone under thirty or needs a steady supply of IT wizards, then it’s worth a few minutes every now and then to check out what the target group might be reading.
And here’s a blog that’s chock-full of interesting news and information, but you might miss entirely because of the name: Small Business Labs. FYI: It’s future-focused, wide-ranging, and sometimes surprising, so . . . what’s not to like?
(Thanks for the scales, Mysid.)