ThoughtBuzz
The dynamic digital space has magnified the level of influence further. Celebrities have the choice to share their lives up, close and personal with their fans on Facebook and Twitter. The media has opened a new dimension to the way celebrities can connect with the fans. Yet there is much that is missing in their digital persona.
This study by ThoughtBuzz analyses the nature of tweets that are published by leading celebrities in the Indian entertainment space.
The tweets are not part of brand endorsements:
Most of the celebrities monitored have a mix of tweets. They do share many personal moments and interact with fans by replying to them. However, none of the celebrities talk about the brands that they endorse actively.
Exercising Influence:
Each of the celebrities tracked has a minimum of a million followers (approx.) on Twitter. However, none of the celebrities and the tweets that were tracked as a part of the study spoke much about current affairs or shared their opinions on such matters.
Interaction with fans:
Though the statistics mention that the celebrities interact with fans, the nature of interaction is usually a tweet (and not a reply) that acknowledges that followers. At best, there are sporadic cases of replies to a fans tweet. However, the celebrities do not reply to tweets by other celebrities.
Study details:
- Shahrukh Khan uses his twitter handle to establish an emotional connect with his fans asking fans to share questions, responding to few though and exuding a lot of love and affection through his 140 character tweets.
- Also, as is inevitable in his process of connecting with his fans, Shahrukh Khan shares a lot of experience from his personal life including his family and friends moment in his tweets.
- He is by far the most prolific in his engagement with his followers, with tweets deemed “interacting with followers” and “sharing of personal moments” accounting for over 80% of his total posts.
- Amitabh in his tweets from his professional arena mentioned only KBC – the experience with contestants, the aura of the set.
- Priyanka Chopra used almost half of her tweets to promote her work, which could be attributed to the release of her debut music single and the movie Barfi of whose cast she was part of.
- Priyanka also frequently posts photos using Instagram. This is interesting as she officially endorses the Nokia Lumia series of phones, and an instagram app is not available for them. This means that she is probably using an iPhone or an Android device.
For a detailed description you can going through the following case study analysis.
Whenever I talk about social media monitoring to clients, colleagues, I always feel that it starts and ends at Facebook and Twitter. There is a treasure trove of data on blogs, forums which remains unused. Bloggers are confined to writing about events, launches and the occasional rant. I have hardly seen any company taking an active interest in tracking forums and using that platform to achieve any business objective.
It’s understandable considering the press coverage given to Facebook and Twitter and their massive user bases. But that still doesn’t mean you can forget the traditional social media (even if that’s a word). One of the reasons Facebook and Twitter have been so successful in attracting businesses is due to fixed policies. One may not agree with all their policies but it sure gives businesses some level of comfort. In contrast, blogs and forums don’t have any such standards or policies and given that there are a myriad of blog platforms such as blogspot, wordpress it gets even more difficult. A business trying to advertise on a blog has to come up with different ways for each platform. Same goes for forums as well. This limits their attractiveness to any company. In contrast, Facebook and Twitter provide a standard way to reach their entire user base. This is a big plus for companies looking at advertising on social media.
However not all is lost. Blogs and forums can provide immense insights if tracked and analysed the right way. Forums are even tougher than blogs to crack. There hasn’t been much innovation in forum software and as such it’s a challenge to extract data from them. But forums are the right platform to have deep discussions. Any person or company monitoring social media would do good to include atleast some forums in their tracking.
The recent Bodyform saga (read more here http://www.latimes.com/business/money/la-fi-mo-feminine-hygiene-bodyform-facebook-20121017,0,6383251.story) has taught us that companies can use multiple platforms to respond to their customers. Don’t be afraid to respond on forums or blogs. Most companies respond only on Facebook and Twitter. You can connect blogs and forums to your Facebook Fan pages and respond directly from Facebook on these platforms. Starting a community could be even better. It lets your most die-hard fans to discuss on a deeper level than Facebook or Twitter allow. And it can help you in understanding consumer psyche and behavior.
Social Media monitoring is not just about Facebook and Twitter. Other platforms can provide as many if not more insights and lead to happier customers.
The following post was featured on Mediavataar. you can view the full post here.
In this series, let’s focus on Twitter strategy.
Do you really care about Follower/ Follow Ratio these days ? The strategy doesn’t hold good these days to just follow for the sake of it if you have no intention of reading what they say. Don’t fake it !
But what really would matter is the total number of retweets. A great way to measure efficiency and value provided and people voting with their clicks - an all in one metric is # of Retweets per Thousand Followers
Follower Retweet% is also a great metric to identify if you are appealing to a larger community than your own.
A myth that this series aims to break for all those aiming to move ahead is that Twitter is not a broadcast channel. It’s not like TV/ Radio/ Magazine Ads or Press Releases. It’s a conversation channel where an audience relevant to your brand engage in a conversation with you. You may want to re-read the next line.
Twitter is not for pitching. Twitter is not for pitching. Yes, that’s written twice because it cannot be emphasized enough. Many people make the blatant mistake of promoting and pitching on Twitter. That’s the first step to signing off your twitter death. Twitter is for enriching the value of the ecosystem by participating, the key here is PARTICIPATING!
In our last series, we spoke about various Klout metrics. We can choose the metric reflecting the twitter strategy and monitor progress using that to ensure the strategy is a success. Every individual/ brand’s strategy is different and there is no one shoes fit all!
Have you taken the time to look at the analysis table with trend indicators that Klout provides ? That’s an interesting metric to go by as it shows where you are headed.
With Facebook and other platforms now realizing that platforms are getting bloated with fake and spammy users, its a wake up call for marketers as well. Twitter isn’t an exception to this rule either. If your followers are following more than 2,000 people, the chances are they are non legitimate and not really monitoring your feed!
There are 4 important metrics that can aid as a guidelines to a great strategy -
1. Reach
2. Churn Rate
3. Loyalty
4. Sentiment/ Intention
If you were reading this to pick up some shortcuts, you are going to be disappointed. But the good part is with hard work, the structured approach, tools and metrics you have a formula for success here.
From SMEs to MNCs to whole industries, businesses of all sizes have begun the great migration into social media. One of the newest members of this great movement is the real-estate industry, having already made noticeable strides in harnessing the power of social media.
This trend began in the US by real estate professionals who saw moving into social media as a gateway to recovery from the housing crisis. The world has caught on since. Singapore too has seen a surge in social media usage by real estate professionals, which compliments, and will probably, soon completely replace the flyers, mailers, billboards and television commercials we are currently used to.
Ascott, CapitaLand’s wholly owned serviced residence unit, has been in the forefront of social media practice among real estate players in Singapore since 2009. Today the group has a healthy following of over 20,000 fans across different social media platforms such as Facebook, Twitter and Flickr.
“Fans following our Facebook page as well as our Twitter feed are privy to exclusive deals, promotions and contests that are only available through our social media platforms. Ascott has also received reservation enquires which translated into actual bookings at our serviced residencies,” said Tony Soh, Chief Corporate Officer of The Ascott Limited.
Belysa Executive Condominium recently had great success, having sold out their 315-unit apartment in just two months! Since May of this year, when they first started offering their units to buyers, their Facebook page saw quite a buzz among prospective buyers. A quick glance at the Belysa page will tell you that they’ve shared the right amount of information, carried out timely and quality engagement with their page visitors and drawn in a healthy amount of traffic into their page.
Blossom Residencies at Segar Road and RiverParc Residence at Punggol - City Development’s latest projects - hope to achieve success similar to Belysa. Their brand-new Facebook pages seem to have gotten off to a good start; it will be interesting to see how their progress unfolds.
More real estate professionals now need to go beyond building four walls and a roof and create a virtual ‘go to place’ where potential buyers and sellers can have an interactive engagement avenue.
However, most real estate agents in Singapore still think of social media as an avenue to blast out information, not realizing that maintaining dialogue to engage customers is an important aspect of customer relations, and making conversation one-way is just not good enough to maintain a relationship with your customers.
Singaporean’s trust in consumer opinions posted online is relatively high, according to Nielsen. However, social media usage has not been fully realized in the Singapore real estate market. Individual real estate professionals have not yet discovered the full extent of the power of social media, and unless they do, they will not be exploring the full potential of their marketing efforts.
With HDB announcing 25,000 new flats for 2011 and with 10,000 new private homes expected to enter the market in the second half of 2011, real estate professionals need to reach out to Singapore’s rising housing demand - and they can do so by actively and strategically engaging in social media.
In places like the US where social media has become part and parcel of businesses, it is not surprising that 84% of real estate professionals have turned to social media to actively engage with clients, garnering considerable results with leads, sales and brand building. And with 94% of home buyers who look to the internet before making a purchase decision, real estate agents have been successful in making sure their listings, information, advice etc. reach out to the largest number of prospective buyers and sellers.
Could Singapore’s real estate market soon reach a similar figure? Perhaps they can. Judging from the recent Singapore elections and the realization of the effectiveness and reach of social media, the real estate industry in Singapore could do well by fully embracing the potential of social media.
Companies can build excellent customer relations by engaging their consumers online; they can monitor online chatter about themselves, their competitors or the industry at large. or simply build brand recognition - the possibilities are endless.
Social Media is changing the way we do business. Scott Monty, head of social media at Ford puts it perfectly; “LinkedIn is the business meeting, Facebook is the hallway conversation and Twitter is the cocktail party.”
Its the time for ThoughtBuzz updates again. We have worked hard and listened to you guys and made the dashboard into a much more powerful tool for monitoring which now includes Facebook Fan Pages as well! Access Facebook Fan page analytics right from the ThoughtBuzz dashboard. Some key highlights are
1. Facebook Insights - Your Dashboard now has a new tab named ‘Manage’ which would allow you to manage and check out insights on your brand’s Facebook page!
You can see details such as:
- Monthly summary of Total page fans, page views, new fans and new likes
- Bar charted age group and gender classification
- 3 line graphs categorized into groups : users, content and interaction
Thats not all ! Our newly enhanced graphical charts provide you an enhanced level of interaction with
a. Zoom Mode - Now you can simply click and drag any section of the graph to zoom and focus on the segment you want
b. Pin Mode - Comparing 2 time periods has never been easier with Pin Mode. A period of interest can be selected and dragged to compare with another time window by simply clicking and dragging.
c. Export Options - You own the data and you need to be able to export any analysis associated with it. The graphs come with an advanced export option which gives you the choice to save into various formats.
d. Selective Toggle - Want to see only selected data series from the graph? No hassles, just select the ones that you really need from the interactive legend to hide/ show any series.
2. Regional Twitter Search - One of the challenges of segregating data on a regional/ country level from twitter has now been eliminated! You now have access to tweets from a specific geography that you choose to look at.
3. Enhanced Facebook Search - You can now read Facebook wall posts, status updates directly under the Facebook tab in your dashboard ensuring you get INSTANT access to all relevant Facebook posts.
4. Compatibility - Our charts are now 100% iPhone/ iPad compatible ! This means that even if your mobile device doesn’t support Adobe Flash, you will still be able to access all charts.
And there’s more on the way! To know more check out the slideshow below
Facebook Fan Page Analytics View more presentations from thoughtbuzz.
