Some data from my company, the latest information on social networks. Enjoy.
NIELSEN ONLINE PROVIDES TOP U.S. SOCIAL NETWORKING SITES AND BLOGS FOR APRIL 2008
Nielsen Online provides April’s top U.S. social networking sites and blogs for your reference. They are ranked by unique audience and rounded to the nearest thousand, so LinkedIn had 8.7 million unique visitors in April 2008, growing 361 percent over April 2007.
Please note that these are custom lists compiled by the Nielsen Online PR team with the help of our media analysts. While these lists are not meant to be exhaustive, they provide a good idea of the significant players in each space.
We periodically review the lists and add new sites, so the results may change accordingly. Please source data to Nielsen Online.
I just read this interesting story from the NY Times about online ad spending and the economy. It basically says that display advertisement is down across the board and search remains strong. Its not super surprising to think that in a time of economic slowdown that search with its increased ability to track is weathering this storm well. But I am slightly caught off guard that display has had such significant declines in recent months.
The NY Times reported 16% growth this April compared to 20% last year making the slow down about 4% year-over-year. Not a major slowdown but still enough to be alarmed especially in a weakening market. Although its too early to declare an end to online advertisement’s growth, the companies that can better attribute steps in the online sales funnel to display, stand to gain a great competitive edge.
Keyword research can be a daunting task. Relationships between consumers and brands can be like the difference between Japanese and English. Finding an appropriate starting point for setting up your first search campaign can be the biggest roadblock. After determining what product or products to build your campaign around putting together a great set of keywords is the next step.
Keywords form the spine of the your search campaign; getting these relationships right is important to your success. Where do you begin? Corporate websites, brochures and other marketing materials can be a good starting point for relevant terms being used to discuss your brand but they sometimes lack closeness to the consumer. Don’t be alarmed though because consumers have left a virtual digital treasure chest of keywords waiting be discovered in blogs, message boards and forums.
Here is my 5 step process to begin to gain insight in the blogosphere to what is being said and using it for keyword research:
- Compile a list of blogs that talk about your brand - Perhaps the most important step is to explore the blogosphere and see who is talking about you. Del.icio.us, Google Blog Search and Technorati are a great place to search your brand and see who is talking about you. Then put together a list of the ones you find to be have the most scope and activity. Look for plenty of comments and large readership. Check for hints including RSS subscribers and comments counts.
- Read and look for patterns of conversation - Pay particularly close attention to the comments and specific language being used to talk about your features, models and brands in them. Do they use model numbers or branded terms* to discuss products? Comments are insights straight from consumers about the language that is being developed around you. Tag clouds also hold interesting patterns.
- Make a list of terms - Compile a list of terms that you see in multiple places. Segment the list and make sure you don’t forget the long tail.
- Rank terms on list - Once you have a master list of all your consumer-driven keywords# put them in order of importance. Focus on consumer talk and how they might search for you not how you would search for your product.
- Decide how much to bid on terms - Should you bid more on terms that are from consumers or same? Should they be contextually driven or keyword? For instance, Chevy is used more in conversation than Chevrolet according to BlogPulse. Does this chart mean you should invest much more into contextual advertising for the term “chevy”? One thing is certain you would get more placement due to its increased term use.
These 5-steps are starting points for introducing consumer-driven keywords into your paid search campaign. You can not only increase your paid clicks but gain valuable CRM insights into your brand by adding them into your web strategy. The only question left is. When do we start?
* I remember when I worked at a satellite radio manufacturer we had one radio that was called: XTR1, Jimi and Stream | Jockey. Combing through forums, blogs and message boards would have yielded consumer preference for its name.
# Keywords that originate from consumers of a brand and are not necessarily brand driven.
Building from last week’s story about the London Mayor’s election, I wanted to look at some baseline analytics behind the race. Keeping in mind that Boris Johnson eventually wins the race all these charts seem to take on an interesting look. Is it possible to predict an election based on buzz, volume and traffic? If you believe these charts the answer is yes.
Buzz
First look at the below Blogpulse chart (query here) showing the buzz leading up to the May 1, 2008 results. Conversations appear equal through the second week of April but after that they begin the initial spike in Boris Johnson’s favor. The old adage goes “no publicity is bad publicity” and although I have not looked at sentiment it seems to bare true here as Boris peaks much higher than Ken in the buzz chart. (Additionally, Boris Johnson also shows up on the Key People chart here at number thirteen.)
Volume
Volume is an interesting metric online. Ultimately it is about your brand popularity and reach. Or how much the press is talking about you. This Google Trends chart shows that Boris Johnson outpaced Ken Livingstone in news volume too. How did an incumbent so quickly lose press mentions? Did all the online squatters have an effect on Mr. Livingstone’s ratings?
Traffic
Finally, looking at traffic can show you interest about a candidate’s platform. Compete.com’s analytics tool shows backboris.com getting much more traffic than kenlivingstone.com. Which actually did not even register on their graph. Does this mean people were just not intrigued enough about the incumbent to check his website?
Buzz, traffic and volume metrics give us different insights into online behaviors and working in tandem they can help complete the story. They give us an interesting look at the Mayor’s election in London and how a candidate swung the tide in his favor. Was it his online savvy or the help of other’s acumen that helped Boris Johnson?
Saturday was the NFL draft and my favorite team the Miami Dolphins had the top pick. I was naturally curious about the level of discussion in the blogosphere and then something interesting happen. The Dolphins announced early that they had signed Jake Long as the top pick ending months of speculation.
This buzz chart identically follows the way the story broke. His name is first mentioned very sparingly and then on April 10 we see a small spike due to speculation about negotiations beginning. And on April 22 you see the announcement that they had signed him four days ahead of the draft. Then Miami Dolphins buzz spikes again on the actual day of the draft.
Actionable Data for the Miami Dolphins
The Miami Dolphins could use this chart for marketing in a variety of ways. Qualitative and quantitative analysis lies within this study. The Miami Dolphins could make operational decisions such as whether a Jake Long jersey would be a viable choice for the coming year and how many to order. Marketing decisions like promotions and which brands may be interested in using Jake Long are also a viable options.
Deeper qualitative drill downs are also available via clicking through to the points on the chart. For instance, scoring some of the listings from draft day yields valuable PR insights that could overt misinformation. Below is one of the quotes:
- “Now that the Dolphins have signed their #1 pick, Jake Long, it’s now time for the organization (and the trifecta, to be specific) to move on to other things….And as CBS Sports’ Clark Judge writes, the Dolphins are already working hard on moving Jason Taylor” http://www.thephinsider.com/2008/4/22/2155/03979
Social Media Speeds Up Reaction Times
In the old world sports model a reporter would find out about negotiations and write about it to be published for the next day. Then the team’s official PR department would issue its statement regarding the draft pick. Relationships have changed and the world has become much more social. Media has cut down on its delivery times and PR departments are scrambling to keep up. Measuring social media and listening to your fans is crucial to keep up with changing relationships in an increasingly social world.
How will the Dolphins react to this buzz-touchdown and help further their PR strategy for next year?
My guess is they may have a small team devoted to “listening.” I have not seen many sports teams actively using social media as a viable means of listening and reacting. The Colts (mycolts.net) have a social network but I have not seen much feedback to its success for the team. I would suspect that they have an amazing amount of data and hope they are using it gather valuable insights. Insights that could be quickly gathered and analyzed to facilitate on the fly changes to the marketing and PR strategy.
The Future
Social media is predicted to evolve into a vertical driven space (ie. mycolts.net). Leaving little room for brand invasions to drive consumers to trust them less. Mining your base for crucial insights to help evolve your marketing plan can become social overnight. Will you take advantage?
There are many tactics to influencing the SERPs (search engine ranking pages) but you can still end up with listings on your search shelf-space that can damage your brand. Using defensive branding and reputation management measures can be the cornerstone to fortifying any good online marketing plan against negative entries. My colleague says keyword-buys, social-media and press releases are all good weapons to have in your arsenal but one less obvious tactic flies under the radar. That is buying negative domain names and linking them to a positive result.
I was reminded of the importance of fortifying your brand’s domain today, when I read an article in the Guardian, that showed the influence cybersquatters were having on the London Mayorial election between Ken Livingstone and Boris Johnson. This site was particularly scathing in the way it portrayed Ken Livingstone as a freewheeling politician attempting to turn London into New York. And to make matters worse, they were using the domain kenlivingstone.org and showing up on the first page of Google results for the keywords “ken livingstone.” (Ken Livingstone’s real site is located at kenlivingstone.com.)
This is a prime example of the importance of making sure that you purchase the top results of your brand’s domain name and the negative results. Or risk someone else purchasing and deciding how you are portrayed online for you.
Published on April 15, 2008
in personal.
I just wanted to say a few words about this past week and how I learned about strength. On Saturday morning, my mother called me to tell me my grandmother had fallen and was rushed to the hospital unconscious. At that point, we did not know anything other than she was in a coma and had a subdural hematoma (I had no idea what it was but its bleeding in the membrane of her brain).
Having spent many of my formative years living with my Grandmother, I did not hesitate to get on the first plane to come down to Savannah and see her. I talk on the phone about every two or three nights to her and could not imagine life without her. I left at 6 PM and arrived at 9:30 PM Saturday. The surgery was successful and removed all the clots in her brain. The doctor told us he could not give any information about how or if ever she would awake from her vegetative state.
The next day I went to the hospital to see her. It was one of the hardest things I have ever done in my life. As I walked into the NICU, I could not imagine this person so close to me lay so helpless in her room. I broke down and started crying immediately.
Words can express many things but for me there are no words to express my feelings at that moment. I spoke to her briefly and said thank you for helping raise me to know the value of humility, humbleness and faith in your life. It took every bit of strength I had to tell her much I missed her and loved her and to keep fighting because I know she is stronger enough to come back. Tears in my eyes, I left the room thinking about her and life without her.
Today as I rode to the hospital, my sister called me to tell me that my grandmother had awaken from the coma. I could not fathom it at first but eventually it sunk in. It was the best news we could have gotten.
When I arrived at the hospital, I walked to the NICU and my spirit was lifted. I saw her open her eyes and glance at my sister and then glance at me. She looked so happy and thrilled to see us. It immediately made me think about how strong she is to come so far in such a short period of time. I said to her, “Hi Nanny, I missed you.” And she looked at me while raising her hand to wave. It is truly nothing short of a miracle that she has awakened so soon.
Strength comes in all shapes and sizes, but my Grandmother, showed me the most amazing feat of strength I have ever seen.
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