The More We Stay, the Less We Say

Forrester recently updated its Technographics profiles (made famous in the book Groundswell) for global social media consumption, surveying 95,000 consumers across 18 countries in North America, Europe, Asia and Latin America. One primary finding was the lack of commenting occurring in mature western markets, including the United States. Adoption is pretty much complete in the U.S. (86%) and globally. Almost everyone who is online also is using or has used social media. Comscore recently corroborated this data, saying 83% of the world’s online population participates in social media. But, most of us in the United States are not social and care not to converse. The Forrester report finds that 2/3 of the US adult social media population doesn’t comment. This […]

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Why Content Marketing Fails

Content marketing seems to be the meme du jour. What’s most striking about this conversation remains the blind eye most bloggers have to the majority of corporate blogs, micro messages, and content initiatives that fail. According to the Content Marketing Institute, only 40% of content marketers feel their efforts are successful, and consumers have been less bullish, with only 14% trusting corporate blogs in recent years. Yes, there’s an issue of strategy and best practices. The resources and “how to produce” online content argument that most online communicators discuss are accurate. Yet, after a while it gets beyond technique and capacity. The reason most organizational content fails lies in the fact that they are marketing initiatives. It’s marketing! People don’t […]

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Eight Useful Market Research Studies

Internet statistics social media View more presentations from Geoff Livingston. Here are eight market research studies released in the last six months on social media, cause marketing and causes that I have found useful. Studies include pieces from eMarketer, Pew, ComScore, Forrester, and Target Analytics. I hope you find them as useful as I have. Geoff Livingston on Google+

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The End of the Social Media Adoption Road

Two recent studies made me think we’re rapidly approaching the end of the technology adoption curve for social media. Yesterday’s Forrester 2010 Technographics research showed a retraction in the percentage of content creators, critics (people who comment), and collectors (link sharers) in the United States. While there is an increase in joiners, this can be accounted for by the older late adopters who are now coming on to Facebook. Pew Internet’s social media adoption study last August showed the greatest growth in social media: Half (47%) of internet users ages 50-64 One in four (26%) users age 65 and older now use social networking sites Meanwhile adoption in the 18-49 segments has slowed down significantly. The Forrester analysis demonstrates that […]

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The El Show Episode 26: Will Big Agencies Go the Way of the Do-Do Bird?

Episode 26 of the El Show revolved around Forrester’s call-out of big agencies. From the post: “Agencies continually reinvent themselves to serve their clients — they have to quickly adapt to changes in marketing strategy, media, technology, and society. And with the rise of social media and digital proliferation, we are entering an Adaptive Marketing era. In this era, mass media is no longer the foundation of marketing communication, forcing yet another change in the expectations of what marketing agencies can and should deliver. Marketers should assess their partners using the three I’s — ideas, interaction, and intelligence — to select the right partners. Marketers who change their thinking will lay the groundwork for partners that are more agile, can […]

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