Clustering social media usage

Aimia, a firm that works on the loyalty management area, recently published a clusterization of American social media users that might be quite useful. They worked by identifying 2 axis (on trust = participation on social media; and control = exposure) and then clustering consumers to it, highlighting 6 big groups of consumers.

Personally, I must say I am not totally convinced by this study - primarily because I think there is limited differentiation between the 2 axis (is trust that different to control that generates a different dimension of behaviour? I don't think so), and that is very visible on the differences between the 6 groups as charted in the summary you may find in the article (they are primarily based on volume of consumption and not substancial differences around different patterns). I would prefer differences based on time of usage (during the time), duration of interactions, number of media used, brand engagement frequencey. Still, I think it is a good clusterization effort, and it might be worth giving it a look.

http://socialmediatoday.com/node/564409

Brand Name

The name of our brand or company is key - it serves the double effect of communicating the purpose, market and product of the company, but also of inspiring potential consumers. It is not only key - it is titanic! As so, if you are working at the early stages of a start-up, maybe it is useful to think on how to brainstorm its name - have a look at the article in http://www.entrepreneur.com/article/223694

Look out for social commerce

What if we combine social media and e-commerce? The result is what Mark Zuckerber said would be the next big thing around digital - it seems he might be right. Just think on the power of word-of-mouth for buying services and products. If companies can leverage recommendations of friends they trust and know seek similar products with easy and accessible shopping, it's potential might be huge.

If you want to know some of the ideas going around, please, have a look at http://mashable.com/2012/06/04/startups-social-commerce/

Global brands becoming more important

A financial times article about the 100 biggest brands highlights the importance of having a strong, well-known brand - size, awareness, quality perception, clear and aligned values seem to be protecting the biggest brands against recession in turbulent times. And this is carving a gap between big, global brands and smaller, country or regional ones. You can read the main conclusions in IE maketing blog in http://marketing.blogs.ie.edu/archives/2012/06/global-brands-still-make-the-difference-during-a-downturn.php?utm_source=feedburner


- enviado de dispositivo móvel.

A thing you should remember on price

If you keep adding value to a product, through a great product that is spot on a consumer need, incredibly attractive packaging, strong sensorials, technology that provides over-reassurance to consumers, alignment to brand values, then, price becomes more and more inelastic, as people are willing to pay more for it. Naturally, there will always be clusters of consumers who will focus on price, but you have to understand if those are the ones you want to target. Systematically adding value to a product is at the core of business sustainability and growth. Look at Apple. Look at BMW. Look at Gillette.

Eternal consumer pains

There are some pains that seem eternal - never end, are nevel fully met, consumers will always feel them or are easily made aware of them. Many of them actually tickle on Human insecurities on social context. Just look at some products around you and you will see them. Just a couple of examples (on male consumers): 

- Have you ever noticed Men's Health magazine covers? Just compare a few of them and you will find some recurring subjects. They will always promise you how to have a flat and shapen up belly - that actually goes after (and fuels) men insecurity on their looks, and exactly on the "soft" spot. But you should always spot that every cover also promises you better sex - men will always be concerned with their sex life and ensure they are able to always leave a good impression.

- Then, just look at Gillette's innovation strategy and communication - they always capitalise on men's worry with (again) a shapen up and fit look, that conveys a professional image. Gillette will always promise consumers the same thing - better shaving, better look.

- And the ability to feel socially integrated, to have a good time with friends, to meet new people and feelhave fun - if you think, that's beer brands usual hunting ground.

Simpatia by TAP

Yesterday I was writing about relationship marketing - and I got a good example when I got home. TAP launched a program to reward... employees through consumers. The model is very simple - when a frequent flyer (I think that was why I was invited to be part of the program) sees an example of good service from a TAP employee, s/he will hand her a card recognizing her effort (each customer only have 3 cards to hand out, ensuring selectivity). This is an initiative actually aimed at improving service and employee engagement, but, you know what? The intelligent way it is done, through consumers, also empowers them - and, at least to me, I appreciate being recognised and given a tool to reward service and improve a company I like. Sometimes, you don't need to give consumers anything physical - you just need to give them meaningful power. So, congrats TAP!