Tag Archives: social media
Room For Squares: Brand Marks That Work In Social Media
Yesterday I wrote about the heightened importance of a powerful, consistently applied brand mark in our social media world. Your mark should be a quickly identifiable image that let’s your fans/friends/followers who are scanning their social media feeds know there is valuable brand information right beside it. And there’s a simple design parameter that goes along with this: think “square.” … Continue reading
Social Media Makes Logos More Important
I think Scott McCallion did a great job of exposing the fact that where GAP really went wrong in their logo redesign was spending money on a brand mark rather than crafting a better way to become relevant in people’s lives. I highly recommend reading the post. But I think he went wrong with this point: “Simply put, no one … Continue reading
Was the Old Spice campaign marketing? Or market research?
Yesterday, my Brand Aperture cohort wrote a great post, examining the extent to which consumers discuss brands on Twitter, by the numbers. The points and questions he raised got me thinking about many things. But for this post I’ll concentrating on the following question: If the data is plentiful and brands could *potentially* find insights on Twitter… what does the … Continue reading
Social Media Market Research: Status, Challenges, and the Way Forward (Part 3)
(Parts 1 and 2 of this post can be found here: Part 1, Part 2) Part 3 – The Way Forward Social Media Research is already a viable and a valuable source of consumer insights, particularly for brands that are in high involvement categories and have sufficient penetration among those actively engaged in Social Media. The purpose of this post … Continue reading
Social Media Market Research: Status, Challenges, and the Way Forward (Part 2)
(Part 1 of this post can be found here ) Challenges The nature of social media offers a unique opportunity for market researchers, but also presents some significant challenges. In many ways, it is not unlike the advent of online research. Initially there were many concerns about online penetration rates, obtaining representative samples, validating sample, and many other methodological challenges. … Continue reading
Social Media Market Research: Status, Challenges, and the Way Forward (Part 1)
In recent weeks there have been several reports released that evaluate the value of social media impressions for marketing. While this certainly isn’t a new revelation, the fact that the reports leverage traditional survey techniques to collect the data sparked an ancillary question for me: What is the value of social media in market research, both now and in the … Continue reading
Twitter Influence. Beyond followers, replies and retweets.
Every time I write a post about Twitter, I vow it’ll be the last time. The problem is Twitter is too damned fascinating of a phenomenon to not write about. And the more people try to explain it, harness it, and measure it, the more holes we reveal in our understanding of it. The latest couple of posts I’ve seen … Continue reading
Social Media Measurement: An Owned-to-Earned Spectrum
This post from David Armano does a great job of exploring three types of engagement that are near omnipresent in our digital world—interactive, social and mobile—and where they occur. Where they occur doesn’t mean a specific location, though, like “website” or “while at the laundromat.” Instead it’s more about who controls the domain; whether it is: – Paid The organization … Continue reading
