I recently spoke to Researcher Adam Wright of Paris-based Ipsos Insight Research and he says that social networking sites like MySpace, Facebook, Mixi and Cyworld have emerged as major factors in the culture of communication for adults around the world.
What is most interesting about this study to me, is that even in lesser-developed markets, the impact of social networking sites is so dominant. Also video sharing and on-line capability are affecting consumer’s disposable time. No longer are people trying out these sites, says Wright, but they are driving their behavior.
Marketers have to pay attention given that they must address the needs of these consumers. These social networking effects are cannibalizing other online activities in some markets.
I continue to be amazed at how quickly video is making an impact in all markets globally. In the two decades, I have been involved in marketing, I just have never seen the influence of a tool such as video become so pervasive so quickly.
Download MP4 Forrester Research’s Vice President and Principal Analyst Charlene Li believes that social networking is becoming so important that it is like air, it is everywhere. In a videopodcast with Marketing Voices, Jennifer Jones, Li says that companies who don’t embrace social networking will lose their competitive edge. Li describes how GM is a leader in social media and how Google and Apple fit into the social media environment. Li also talks to Jones about her upcoming book, Groundswell.
Download MP3 Ninety-three percent of all teens are online today, and 55 percent of all teens online use social networking sites. Girls use social media more than boys. Pew Senior Research Specialist Mary Madden knows all about teens and how they are working the web. Email is considered the “old way” to communicate according to PEW and the social media sites are JUST the point of departure for most teens. So how can marketers use this data to get to this audience? Jennifer Jones and Madden discuss how to talk to teens today.
Download MP3 Given the Marketing Voices community requests, metrics for consumer-generated media and listening centered marketing are the core of my conversation with CMO of Nielsen Buzzmetrics, Peter Blackshaw. Metrics is the key challenge for all PodTech client companies, and especially for podcasting. Pete and I also talk about how the companies that will be successful are the ones developing both offensive and defensive radar for their customers. Nielsen is the leader in global measurement and it’s on the cutting edge of new ideas where they are establishing frameworks to give to marketers. Nielsen is just beginning to rank video, which is really in its infancy. Podcasting metrics are also elusive for them according to Pete, but they are working on it. Nielsen Buzzmetrics is the firm that helps companies promote and protect their brands through the measurement, analysis, and interpretation of CGM - or online word of mouth - across forums, message boards, social networking sites, direct company feedback, online communities and blogs.
Besides being CMO of Nielsen, Pete is a co-founder of the 2004 Word-of-Mouth Marketing Association (WOMMA). He is definitely one of the leaders of CGM marketing today and we’re very excited to get him on MVOICES again.
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