It’s been a really busy week, but we’ve got some fantastic stories for you. Happy Tuesday!
Provisional results from the #scsm12 released
Every year we put together our ‘State of Corporate Social Media’ briefing (last year’s free copy is here). It’s based on a survey of corporate social media practitioners (if you’d like to contribute, you can do here - one day left).
Anyway, whilst the survey’s still ongoing and results are subject to change, I thought you might want five interesting stats I’ve noticed so far:
- 40% of respondents have no staff working exclusively on social media
- 55% of respondents have no discrete social media team working for their company
- 74% of respondents are not confident they get social media ROI measurement right
- Facebook’s the most used social network for corporates, edging out Twitter 90.4% to 89.7%
- Whilst 27% of respondents use social media for internal employee engagement at the moment, 41% expect to do so by the end of next year
Volkswagen use light paintings for social media traction
Volkswagen have been putting together interesting asocial media campaigns for years (see here for 2010 and here for 2009), and the 2011 vintage is no different. This year, the German automobile manufacturer has launched an interesting social media/location campaign. They’ve put together a series of ‘light paintings’ around Canada, and left them for social media followers to find – and take home, for free. It extends a TV campaign focusing on the same light paintings, and is a brilliant example of a truly integrated marketing campaign.
Find out more at the Digital Buzz blog here.
Social CRM – what it is, what it’s not, and why it matters
We make no apology for continually referencing Olivier Blanchard. He’s one of the most insightful and practical bloggers on corporate social media around.
A month or so ago, he turned his attention to social media and customer service, and brings his no nonsense approach to the biggest buzz area in corporate social media for the year.
He makes two main assertions in his piece (here):
“CRM is neither a philosophy nor a business strategy, but a business function“
“My other hope is that by 2013, the term ‘social CRM’ becomes obsolete, and CRM has simply evolved into the richer ecosystem of data, insights and consumer interactions provided by the social web”
In the piece, Blanchard discusses ‘what social CRM sees’ and ‘what CRM sees’ – and by doing so highlights the vast power social media can bring to customer relationship management. It really is worth a read, whether you’re currently using social CRM, or plan to any time soon. Read the full article here.
Zyrtec, canine criminals and viral games
Mashable has just posted a piece looking into allergy medication company Zyrtec’s recent marketing campaign. The company have used YouTube to launch their new social game – based on that oldest computer game format, text-based games asking for you to make decisions to progress.
This time, the game’s based on a dog burying smartphones around a park – you need to quiz various other canines to find them.
And it has worked. 2.2 MILLION people have watched the YouTube video over six weeks, and some game players gave over 30m or more in their quest to find the phone.
Also interesting is the comprehensive marketing strategy for the game itself – using traditional banner ads, Yahoo Mail branding, and Facebook display ads, along with TV advertising.
Another fine example of a truly integrated campaign. More here.
That’s all for this week folks, hope it has been of use.
See you next time!