http://2creativ.com/category/case-study

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This news comes after Salesforce picked up Radian6 a few weeks ago for$326 million and Walmart bought Kosmix as well.

Seattle-based BuzzLabs, which was co-founded in 2009, allows publishers to leverage social content, keeps consumers better informed, and helps local businesses monitor their presence across the web. BuzzLabs’ dashboard for businesses dashboard aggregates social media activity into one location, allowing companies to track mentions, Tweets, reviews and more across the web.

The social monitoring industry is swamped with solution in a wide range of service levels and prices. Our own service, BUZZ HUNTER, research and analysis derived from the analysis of conversations in the social web, relays on the capability to filter and analyze millions of daily posts, generate deep reporting and identify trends and ideas. Our partners, tra.cx has built an amazing platform which enables us to do a lot more in a shorter time. With a system as flexible as tracx, we discover new ways to slice the endless data and gain more insight for our clients, almost everyday.

The demand for visibility into what the conversation in the market is soaring and the ability to navigate through the endless stream of status updates, thoughts, hopes and urges has become a great strength.

Our experience is that the technology for monitoring buzz, by itself is merely enough. The majority of our clients and potential clients can not allocate the necessary resources to fully benefit form the capabilities of a strong monitoring platform. BUZZ HUNTER fills this gap, like a one stop shop- from helping you to define your goals and all the way to providing you insights, conclusions and actionable recommendations. All based on historic as well as realtime data mined  in the social web.

!לכל חברינו, חג שמח

Over 40 marketing professionals attended.

Following our ISBM webinar about making an impact in social media and measuring it’s impact, we wanted to highlight a Mashable post that touches some great points that we discussed…

http://mashable.com/2011/04/12/digital-marketing-lessons/

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Ferring is a leader in research and development in the areas of Reproductive Health, Urology, Gastroenterology, Endocrinology and Osteoarthritis.

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This webinar focuses on the venues which are likely to generate most enterprise viewing for your brand, and on the tools which will give you insights about your prospects, customers and competitors. Peppered with pragmatic yet low cost suggestions, this webinar will help you propel your social media activities into a higher gear within weeks.

Social marketing is not just about launching Facebook page or posting a tweet… In fact it’s about your responsibility as a B2B marketer to perform three major tasks:
1.    Understand what the industry (and mainly your customers) are interested in.
2.    Enable your organization to take a proactive leading part in this conversation
3.    Establish tangible goals and a framework of metrics to optimize the social activity

In this webinar you’ll be introduced to:
•    A discussion about the most relevant social arenas / venues for B2B
•    The most prominent social media marketing strategies for B2B
•    Effective framework for engagement
•    Methods of mining conversations about your products, prospects, customers, and competitors.
•    Relevant goal setting for social media activity
•    How to measure the impact of your actions
About 2creativ
2creativ helps enterprises deploy social media tools to strengthen their brands and expand their business.  We develop and implement social media marketing strategies designed to build loyal communities around the brands, deliver their messages, and increase the returns on their marketing budget.  We relay on cutting edge tools to deliver highly focused data to our clients, and leverage our insights to achieve measurable success benchmarks in their social media marketing programs.
One of our unique services is named BUZZ HUNTER, marketing research and analysis based on our ability to scan over a hundred million comments daily within the social media sphere and focus just on those relevant to our customers.  This allows us to provide services ranging from stand-alone market audit and all the way to on going real time monitoring and generation of insights, conclusions and recommendations.

ABOUT 2CREATIV

Hanan Gelbendorf
Hanan founded 2creativ after spending over 17 years in leadership roles in corporations such as Eastman Kodak, Creo-Scitex, and within several web startups. Hanan specializes in innovation, social media, marketing and product strategy. His experience includes Business to Business product marketing and management, strategy, advertising, and brand development. Hanan Holds an Executive MBA from  Smeal College of Business, Penn State and a BA in Industrial Design from Bezalel, Jerusalem Israel

Ron Rosenberg
Ron brings to 2creativ his 30 years experience as an entrepreneur and a strategist. He  co-founded and/or led numerous successful companies in the e-commerce, health care, software, and chemical industries. Ron specializes in adopting new technologies within existing business models. As a community activist Ron highly versed in educational issues and fundraising. Ron holds a MBA Finance & Strategic Planning from New York University and a BA in Management and International Business from New York University.

COST AND REGISTRATION

This webinar is complimentary but advance registration is required.

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As the mainstream media is dancing franticly around Facebook, we decided to use LinkedIn (our favorite platform for professional growth) to ask our fellow marketers how they perceive the value of the ‘Like’ and received quite a few responses.

The following experts authorized us to share their answers:

Erica Friedman, Social Media Optimizer, Publisher at ALC Publishing, President of Yuricon, New York

Taylor Ellwood, Business and Social Media Behavior Specialist, Internal Alchemist, Portland Oregon.

Mohit Vashisht, Branding, Lead Generation, Business Development, Campaign Management, Chandigarh Area, India

Jason Martin, Online Marketing Professional, Social Media Strategist, Content Curator, Cross-Media Communicator, Cincinnati Area

Question:

What’s the worth of a “Like” for your business?

Answer:

Erica:

Not much. It often means that your business was worth the least possible effort from a person who probably expects the least possible effort on your part to reward them.

The trick is to move past the click-and-ignore of the Like button to create an actual relationship with the folks there. I just wrote about that as it happens. I hope you find it useful

Jason:

“Likes” are a signal that you have someone’s attention. It is the start of a relationship, and it’s up to you, the community manager, to continue to offer and facilitate unique, interesting content so that the people you want to continue to pay attention do so for the long haul.
I say “people you want” because there will always be a portion of those “Likes” that are connected to people who are not paying attention because they really aren’t interested. They saw a post that was shared by a friend, or was intrigued by a promotion tied to your page, and clicked Like because they had just enough interest to keep an eye on you. But those “Likes” fade away, no matter what you may do to keep them, and you don’t really want them anyway. Your goal as a Facebook page admin is to have as many of your Fans take an active role in the community, and a large portion of the inattentive Fans won’t really ever take part. Notice the Pages that have a huge Fan base, then look at their wall and you may just see 80% of the content is posted by the Page owner. You will see posts with no comments, as if the page owner is talking in an empty room. Would you rather have that, or have a smaller number of “Likes” and more interaction? I’d take the latter any day!
In summary, Likes are a gauge of popularity, more than anything else. The true success of a Facebook community is the interaction and engagement between community members, between you and the community, and the quality of comments and shared content.

Taylor:

As Erica said, a Like is the least amount of effort, and yet it’s more effort than none taken at all. Still it’s on you to build a relationship with the people and that means finding ways to make dialogue happen.

Mohit:

A “Like” in itself is quite limited to arrive at a conclusive meaning. There is little that you can directly infer from the Likes however, it is the context and analysis that ensues once you begin to segment the reason for “a certain number of Likes” to keep the data statistically relevant.

Example – a large number of users may “Like” a video posted on Facebook because the celebrity (woman) in that video was quite appealing. It wasn’t the promotional price in the video that got a large number of Likes but the celebrity’s presence. And when you look at the social graph (that captures demographic data) of your profile page you slice and dice the data to arrive at something meaningful. The Gender and Age data shows that it was mostly men who pushed the Like button more than women.

So depending on the subject you are in some position to measure the efficacy of “Like” for business. I am yet to see/read an example where monetary significance to a Like is clearly established to calculate the worth.

I’m using just “insights” at the moment from the Like data.

Question:

Do you see any value in the “peer recommendation” effect that is provided by including the ‘like’ button in a site / blog / topic – which might provide the ability to see how many of your friends ‘like’ it?

Answer:

Taylor:

There’s value in the sense that it can contribute to the metrics that will put the post in the top news feed, and bring some visibility to your post to a larger network. I wrote this post about this topic.

Mohit:

Certainly, there is a lot of value in peer recommendation and “Like” is one way to determine the efficacy of that recommendation. But I believe that “Like” is an unqualified recommendation that needs to be seen in some “context” to draw meaningful conclusions. It tells me that the stuff is good but does not tell me (1) how good? (2) why is it good? (3) what is good about it? In the absence of a defined context, it could however best serve the purpose as an “insight”. The answers to these three perhaps qualify the Like to understand the worthiness of it. If Facebook promotion via a set of videos yields a large number of Likes (because it’s entertaining) without improving the sales of product (probably because it’s expensive) then sheer number of Likes would not help understand the ROI.

Finally, it is a useful metric but needs to be seen in some context or it just measures the popularity.
Erica:

There is marginal value, because peers of your peers already are likely to have noticed and/or read the item – presuming, of course, that you have been expanding your own networks actively and are not waiting for passive expansion.

So, yes, these “Likes” will serve to expand your audience marginally. But I wouldn’t rely on them for making a significant impact unless that item becomes viral. That will add a few more people to your regular audience, but most of the folks will be a one-shot visitor.

I do pieces quarterly on my one blog that get picked up in all sorts of places and they go viral for a day or two. I get a few extra regular readers each time, but not hundreds of thousands. “Like”s don’t hurt. They aren’t going to change your world, either.

Tell Me What Your Friends Like…

As you can see professionals tend to “unlike” the “like”… and for good enough reasons. The bottom line is that counting likes is the easiest measurement… although it’s a metric that is not too valuable.

From our point of view the value is in the context. The setting is very important…

In consumer market, a piece of content that becomes highly viral has a significant value. The value of each individual Like is not high but the fact that the person behind the like contributed to the viral distribution is important (although they may not become customers at all).

In business setting the value shifts – in small or niche industries where the number of topics and the derived conversations is not very high, each Like has significant weight, as the person behind it contributes his/her reputation to piece of content and helps exposing it to his/her professional network. In industries where each deal is crucial, contracts are signed for years and taking one customer from the competition is a huge win, a Like might be a great first step.

I believe that for smaller brands, the peer recommendation may replace the subconscious positive reaction generated by highly recognized brands. A similar positive reaction is generated by a recognized opinion leader, colleague, friend or family member and for brands that do not have the resources to generate that reaction via massive advertising, peer recommendation is a good option which could be achieved by tools such as the Like button.

As we analyzed the sentiment around the topics of autism and vaccines, we realized that there’s an obvious split between two main groups… The “Wakefield fanatics” who assembly mainly in forums and the rest of the world…

The hard core believers did not change their minds, but what changed is the volume of their posts. The article created such a strong wave of resistance towards the linking of vaccines and autism that one week after it was published, almost 80% of the public supported vaccines and the chatter within the forums declined to almost zero- (although maintaining it’s negativity towards vaccines).

Again we see how public media has massive influence over the public opinion- One “colossal” event create a massive spike which could then be amplified within the social sphere.

Data taken form Buzz Hunter research for Tabloid Medicine,  powered by tracx