Lotame

In Social Media Marketing campaigns a common goal is to achieve a higher “Word of Mouth” quotient. Simple put, an ideal use of media and marketing inside a community is to get people talking about your product. Lotame’s own business intelligence unit has some new evidence about how to effect the results positively if your goal is “Word of Mouth”:

A survey conducted in tandem with a campaign targeting a teen audience showed that teen “influencers” (those users who exhibit behaviors around content production, posting, uploading, commenting, etc) who were exposed to ads were 20.7% more likely to generate buzz for the show than users who had never seen the ads. When we narrowed that down to just users who reported chatting, commenting, or sending an article about the series, we found that those users were 49.3% more likely to generate buzz for the show than users who had never seen the ads.

What does this mean for marketers? By concentrating on locating and targeting media to those people who present themselves with activities indicative of  influencing the community is an important step to seeding the conversations with your brand message.

We are looking forward to more data from our business intelligence group, that will reveal new tactics on how these “influencers” behave and how to talk with them.

Tags: Brand, Conversation, Lotame, Marketing, Marketing and Advertising, Online advertising, Online Community, Social Media Marketing, Word of mouth

This entry was posted on Monday, April 6th, 2009 at 2:24 pm and is filed under Advice, Data. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.