27 August 2009

Social Media Strategy- Should Marketers Ignore Twitter?

Social Media and Social Network Segmentation


Are you working on a Social Media Strategy/Social Network Strategy for your company and wondering where to focus your resources? If so, looking at use of social network by age may be a good place to begin (see chart below).

Some surprising findings are that MySpace is still very popular among a younger demographic (age 15-17). Facebook has significant penetration now among a wide age range. Many among those 45+ are being enticed to join the network to keep in touch with their children and grand children.

LinkedIn of course is key if your strategy is B-B. But what about Twitter? Should you ignore it because of the lower penetration rates?

The answer is, it depends. If you were to base your decision solely on penetration rates among your demographic of interest you may be tempted to prioritize Twitter less. However, according to our research it’s not about the number of Twitter users as much as who they are. Twitter users are more likely to have a larger social media foot print (blog etc.) and may therefore be very important to a viral/social media campaign.

A social media strategy needs to view each of these networks as concentric circles, and realize that not all social network users are represent equal opportunities. The best way to begin a social media strategy is to look at your target customers and understand which segments are more or less attractive.


New "spread the word" about the ESOMAR Congress 2009

I am attending ESOMAR Congress 2009 - Montreux / September 15 – 18

24 August 2009

Society for Marketing Advances Doctoral Consortium

The Society for Marketing Advances Doctoral Consortium will be held from November 3-5 in New Orleans, the location of the SMA Conference which runs from November 4-7. As in past years the consortium will kick off with a reception on Tuesday evening (November 3) followed by an all day program on November 4. On Thursday, November 5 there are specific sessions in the general conference program that students will be asked to attend, including a presentation by the 2009 Elsevier Distinguished Scholar A. Parasuraman, before reconvening that afternoon.

Registration for the consortium is $150.00 and includes all activities associated with the consortium including continental breakfast and lunch on Wednesday as well as full conference registration and a one-year SMA membership which comes with subscriptions to the Journal of Business Research and the Journal of Marketing Theory and Practice.

If you would like to attend the consortium, have one of your faculty nominate you using the nomination form which can be found in Word and .pdf formats at the following address: http://www.marketingadvances.org/displaycommon.cfm?an=1&subarticlenbr=20. Please note that nominations are due no later than September 1, 2009.

Special issue in European Planning Studies Spatial planning and place branding: rethinking relations and synergies

Introduction:  Kristof Van Assche, Raoul Beunen and Eduardo Oliveira  Rethinking planning-branding relations: an introduction . https:...