BrandSavant

Gaining Insight From Social Media Data

From the category archives:

Quantitative Research

Foursquare, Loyalty Cards And Market Baskets

by Tom Webster on March 1, 2010

There’s a fantastic interview on O’Reilly Radar today with Dennis Crowley, co-founder of Foursquare. Of course, the topic of revenue models came up, and one of Crowley’s ideas was to create “scrappy promotions” for local businesses–check in five times at the same coffee shop and get a free cup, for instance. The “loyalty scheme” is [...]

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The First Step In A Social Media Campaign

by Tom Webster on February 22, 2010

There are lots of ways to measure the effectiveness of social media campaign, but only one right way to start. Before you start a Facebook Fan Page, or open a corporate Twitter account, the one mandatory step you need to take to be sure any of it is worth your time is to identify the [...]

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Consumer Attitudes About Podcast Advertising

by Tom Webster on February 5, 2010

I gave this presentation last week on behalf of the Association for Downloadable Media, and it didn’t turn out too bad! If you have an hour to spare to see the latest research on podcast sponsorship, advertising and consumer behaviors, here it is in all its glory

The Edison/ADM Consumer Attitudes To Podcast Advertising [...]

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When Everyone Is A Pollster, What Happens To The Polls?

by Tom Webster on January 26, 2010

Pollster.com’s Mark Blumenthal posted an article on the National Journal about two new ventures bringing “professional” polling to the masses. Essentially, these new ventures (Pulse Opinion Research and Precision Polling) allow any one with a credit card to inexpensively commission and field a telephone survey (either a robo-call or a recording of the purchaser’s own [...]

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Two Cents on Jason Calacanis’s comScore Imbroglio

by Tom Webster on January 25, 2010

Jason Calacanis is angry at comScore and would like us all to boycott their measurement service. The gist of his ire is that comScore is now augmenting their panel-based measurement service with a server-based measure which requires sites to install a small pixel-tracker across their pages/widgets/etc. Since comScore is charging $5000 to have this tracker [...]

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Did Scott Brown Have A More “Effective” Social Media Strategy Than Martha Coakley?

by Tom Webster on January 19, 2010

Over at the day job we are all political junkies, and even now are gearing up for our mid-term election exit polling efforts. Naturally, today’s Massachusetts special election to fill the late Senator Ted Kennedy’s seat is one we are all following closely. So when I read on the Wall Street Journal’s Washington Wire that [...]

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Is Pandora Showing Signs of Weakness?

by Tom Webster on January 6, 2010

Bridge Ratings just released some data relevant to Pandora fans that purports to show evidence that the popular online music service is showing signs of weakness. The study examined Pandora users of various stripes and segmented them by their tenure with the service, as follows:

The study concludes that “over time…the satisfaction level is affected by [...]

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The Five Biggest Challenges for Social Media Monitoring on Twitter

by Tom Webster on November 13, 2009

I’ve heard a lot of speakers at conferences (both social media consultants and brand managers) talk about how they are using Twitter to listen and respond to mentions of their brands. There’s no downside to this–if someone tweets that they have a problem with your product, and you respond to that problem, you might just [...]

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Raising The Bar On Social Media Metrics

by Tom Webster on October 24, 2009

Yesterday at the Social Media Business Forum in Durham (which, by the way, was organized and run very well by the folks at new Triangle-area startup Our Hashtag–kudos!) I heard it again: the social media ROI metrics question. Last time I heard this, the response was to single out Airport Display advertising as “not being [...]

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Grabbing Headlines and Survey Reporting

by Tom Webster on October 22, 2009

The trend of awful Twitter stat reporting continues. This time, it’s AdWeek telling us that “19% of U.S. Internet Users Tweet” and that “the army of Twitterers is growing quickly.” Makes for a great headline, but again, not borne out by the actual survey. What the Pew survey asks, specifically, is whether or not Americans [...]

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