Tag Archive | "Majority"

The majority of listings for car accident attorneys on Google are fake

Google’s ranking algorithm has a huge flaw in its local results that lead generating companies have been using for their own profit.



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The silent social majority: what social media analytics don’t tell you

If you’re getting flack over the lack of engagement on your company Facebook page, here’s a fact that you can use to fight back. 90% of social media engagement comes from only 30% of your social media audience.

I even have a graphic from Vision Critical to back it up.

visioncritcial volumeVision Critical’s new report “What Social Media Analytics Can’t Tell You” tells us that there are a lot of lurkers out there who aren’t being counted. For the report, they surveyed the followers of three companies —a major motion picture studio, a renowned broadcasting company and a cross-category apparel brand. What they found was that a whopping 52% of Facebook followers on those accounts were lurkers — people who post once a week or less. 19% were dabblers posting 2 to 4 times a week.

Enthusiasts post 5 or more times a week and when they say more they mean more as in 100’s of posts in a single week. These enthusiasts are the ones that carry your branded message out into the world, they share it with their many friends and add value to your posts. Unfortunately, this is only 29% of your audience so if you’re basing all of your marketing decisions on these amplifiers, you might be getting your audience all wrong.

In this survey, most of the enthusiasts were women age 35-54. Men and people over 55 had more of a tendency to be lurkers. So it might seem that the majority of your audience is female but that’s not really so.

Concentrating mainly on your enthusiasts does have its upside. 34% of enthusiasts made social media-inspired purchases. That was only true for 20% of lurkers. Now, there could be a little chicken or the egg at work here. It could be that lurkers aren’t buying because they’re being under-served. Or it could be because most lurkers are men and men are less likely to buy based on a social post. (Lots to think about here.)

Vision Critical did find some common ground. Lurkers, Dabblers and Enthusiasts all ranked funny or human interest content high on their list of topics to follow on Facebook. Facebook games were also popular with all three types of users. Food, DIY and Home scored high with enthusiast but not with lurkers. Oddly, 65% of lurkers said they liked to watch cooking shows on TV, so I guess they’re just more passive observer than active doer.

Vision Critical has a lot more to say on the subject but I’m going to wrap it up here with this; in some cases, chasing lurkers is a waste of time. Even if you reach them, they’re less likely to buy, share and support your business. But it can’t hurt to do a little digging into your follower stats to see just how representative your enthusiasts are compared to your followers as a whole.

Marketing Pilgrim – Internet News and Opinion

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Majority of shoppers say no to mobile phones in the checkout line

Cell Phone Acceptable or NotSince we have mobile phones on the brain this week, TheStreet went to the streets to ask people about acceptable phone usage in public. As you might expect, respondents under the age of 35 were much more accepting of all kinds of public usage including texting during the previews at the movies! Sacrilege! That’s almost as bad as leaving before the credits are over.

Talking, texting or surfing while walking was one of the most widely accepted behaviors. 65% of respondents said it was acceptable.

The researchers at Ohio State University beg to differ. They found that in 2010, 1,500 pedestrians were treated in emergency rooms for injuries related to using a cell phone while walking. That’s four years ago. Just imagine what that number is now! And think of how many funny YouTube videos we’d miss out on if people stopped texting and walking. . . .

When we all get inside, it’s a different story.

Only 34% of respondents said it was ok to be on your phone while checking out at a grocery or retail store. Interesting. I know I hate it when the person in front of me is on the phone but even I’m not sure why. It’s not like talking to another person. For some reason, it’s more distracting and people on the phone have a harder time disengaging themselves from the conversation to take care of business. I guess because the person on the other end can’t pick up a visual cue, like the checker giving you the evil eye.

Things get even tougher in the workplace.

Unless you’re using your mobile phone to look up information to share with the group, leave it in your pocket.

Only 19% said it was okay to check your phone for messages while in a meeting but younger men were more likely to be okay with the behavior than women and people over 35.

If you’re out to eat with friends, it’s slightly more acceptable (28%) to check your messages at the table but a lot more acceptable (48%) if you plan to share the information.

The 18-34 year olds were much, much more forgiving of restaurant mobile usage with 40% saying it was okay to check your phone for personal reasons during a meal.

If you go to the movies after dinner, 26% of the people around you will be okay with you using your phone while the previews are on (12% texting/browsing, 2% talking, 12% both).

Only 9% said that it is ok during the actual movie (6% texting/browsing, <1% talking, 3% both). Seriously? You paid good money to see that movie, now pay attention!

Sounds like it’s time for someone to write a new chapter in the book of etiquette; when when walking and texting, gloves are not required but knee pads and a helmet might be a good idea.

Marketing Pilgrim – Internet News and Opinion

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Majority of Small Business Websites Are Missing Contact Information

In the past week I used the internet to find the address and directions to a hotel, the phone number of a local restaurant, and the email address of a blogger.

I failed on the first try, all three times.

Gone are the days when a potential customer would pop open the Yellow Pages or even call directory assistance for a phone number. One survey showed that 59% of consumers search Google for local business information at least once a month. What would they find if they were searching for you?

SMB DigitalScape took a look at 1 million SMB websites and here’s what they found:

  • 6 out of 10 SMB websites in the U.S. are missing either a local or toll-free telephone number on the home page to contact the business.
  • 74.7% of SMB websites lack an email link on their home page for consumers to contact the business.
  • 65.7% of SMB websites lack a form-fill option to enable consumers to request information.

Going a step further:

  • Only 19.5% of SMB websites have a link to a Facebook page
  • Even fewer have links to Twitter and LinkedIn.
  • 93.3% of SMB websites are not mobile compatible and will not render successfully on mobile devices or smartphones.

I can understand SMB’s not having Facebook links. Many mom and pop owners are overwhelmed with simply keeping their businesses running day to day. Even thinking about a social media presence is more than they can handle. I’m not being condescending here. I’ve seen it, time and again.

But let’s go back to the first bullet list. 6 out of 10 small business websites don’t have a phone number! If I can’t find your phone number on the first try, I’m moving on to your competitor.

This part isn’t rocket science, folks (okay, now I’m being condescending.) Every local business website should have a clear phone number and full address. Every online business should have a clear email address and / or a contact form. Also, a phone number would be good but I can understand not wanting to put that out there if you don’t run a brick and mortar business.

Let me go a step further. If you’re hosting an event, CLEARLY on the front page should be the dates, times, entrance price, full address and link to a map and contact information.

These are the basics. Don’t lose customers because you forgot to put your phone number on your website. Think you’ve got it covered? Go check your site right now. I’ll bet 1 our 10 of you thinks it’s there, but it’s not.

 

 

 

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Marketing Pilgrim – Internet News and Opinion

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Majority of Young Workers Value Social Media Over a Steady Paycheck

What would you rather have, a raise in salary or access to Facebook at work? How you answer that question is highly dependent on your age.

Cisco conducted a survey of 2,800 young professionals across fourteen countries and they came up with data that, while not unexpected, is still a little disturbing.

Part Two of the 2011 Cisco Connected World Technology Report focused on social media, mobile technology and the workplace. Overall, they found that connecting to people on the internet was a big priority for the under 30 crowd, so much so, that they were willing to sacrifice financial stability in order to have access.

More than half of college students globally (56%) said that if they encountered a company that banned access to social media, they would either not accept a job offer or would join and find a way to circumvent corporate policy.

I like that last part about “circumventing.” And then there’s this:

More than two of five college students (40%) and young employees (45%) said they would accept a lower-paying job that had more flexibility with regard to device choice, social media access, and mobility than a higher-paying job with less flexibility.

And then there’s this bit of data from Part One of the study;

More than one in four college students globally (27%) said staying updated on Facebook was more important than partying, dating, listening to music, or hanging out with friends.

In other words, they’re canceling out on seeing real friends in person so they can talk to their virtual friends online. I have a son who fits squarely in this age group, so I asked for his thoughts on this stat. He thought the number was too low. The way he figures it, the real diehards were too busy on Facebook to even answer the survey, so he’s going with two out of four. I tend to agree.

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The general feeling of all those studied is that the world of work isn’t the same as it was twenty years ago. Thanks to advances in mobile technology, it’s not necessary to sit behind a desk from 9-5. They believe that companies should allow the use of all mobile devices for both personal and business purposes in the workplace. 42% even went so far as to say that “companies should be flexible and empathetic to their need to stay connected via social media and personal websites.”

What does all this mean to the marketer? It means that you’re always on. The line between work hours and leisure hours is about to be erased. Young professionals now choose their lunch location based on the instant coupon that shows up on their phone at 11:00 am. They’re shopping for holiday gifts while sitting in a meeting and they’re making weekend getaway plans in the middle of the week.

Let me leave you with one last stat from the report:

Two-thirds of students (66%) and more than half of employees (58%) cite a mobile device (laptop, smartphone, tablet) as “the most important technology in their lives.”

It’s up to you to make sure your marketing meets that need.



Marketing Pilgrim – Internet News and Opinion

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The Majority of All eReader Owners Now Female

The tech industry may be the world’s biggest boy’s club but women are racing to the top on the consumer side. According to new numbers from Nielsen, women are now the majority users of eReaders with 61%, that’s way up from where they were less than a year ago.

See the pretty-colored chart? Women like color and I say that’s one of the main reasons we’ve been slower in adopting new tech. Think back on all of the computers and phones you’ve bought in the past five years. Black, grungy white, silver, black — seriously guys, what’s with the fear of color!

It’s only been in the past few years that manufacturers like HP began offering a variety of skins for their tech and thank heavens for those colorful Kindle protectors. Mine is lime green. But I digress.

Men still rule when it comes to tablets and smartphones are split. There have also been changes in the age range for each item.

Not surprisingly more older folks are buying and using portable devices. eReaders in particular have been a real boon as they allow you to pump up the font making any book accessible for those with failing eyesight. Smartphone usage has remained mostly age stable whereas tablets are shifting up and down in every bracket.

The important takeaway here is that from tweens to grandmom, everyone in the family is riding the technology train. Whoo whoo.



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