Mark Rogers

Avis: Showing the ROI on Social Media Marketing

by: Mark Rogers

A lot of brands are dipping their toes into social media marketing. They naturally want to know what ROI they can expect. For that reason we are delighted that our client Avis UK has gone public with the results of their 2 year experiment in monitoring and responding to online conversations. They are experiencing double digit growth in a sector (car rental) that is growing at 1% per annum.

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49% of UK Shoppers Report Switching Brands After Googling

by: Mark Rogers

Research from the European Interactive Advertising Association suggest that the power of the web to lure consumers into trying new brands is greater even than we thought. 49% of UK consumers admitted to switching brands after online research. 76% were driven by search, 72% by personal recommendation.

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Targeting Influencers With Virals 'Doesn't Work'

by: Mark Rogers

Duncan Watts is a Yahoo researcher who has done detailed work looking at the best strategy to launch a viral campaign - the kind of campaign which is aimed at getting the consumer to pass the idea along. Watts compares campaigns which targeted viral communications via “influentials” in the social network with campaigns which simply seeded the viral in the maximum number of places in the network. Watts found that the latter was a more effective way of launching a campaign.

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Targeting Influencers - Cadbury Case Study

by: Mark Rogers

Joe Marchese over at MediaPost has a good post on the Watts vs. Keller controversy. He, too, thinks that the truth lies in a middle ground. Influencers are important, but not for viral marketing. Hubs/mavens/folks with high “betweenness centrality” scores are helpful in that case.

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What Is Social Media?

by: Mark Rogers

This definition of social media is hard to beat. It boils to three steps:

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Employees 'sell' Apple Macs to Their Bosses

by: Mark Rogers

Steve Jobs of Apple doesn’t employ a sales force to persuade corporations to switch to Apple. Nonetheless Apple market share in this area is growing, driven in part by the consumer’s liking for the iPod and iPhone. In an intriguing Business Week survey Peter Burrows highlights that employees, sick of a PC by day, Mac by night existence, are pushing their firms into switching to Apple.

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