Posts Tagged ‘web’
Home Care and Elder Care Social Media Marketing Metrics in 2010
Social Media Marketing Metrics in 2010
http://blog.slideshare.net/2009/12/28/social-media-marketing-metrics-in-2010/
As Chief Marketing Officers develop their social media marketing strategy for 2010, they are demanding business results. That’s the message from a CMO Group/Bazzarvoice survey,
In 2009, 89% of CMOs tracked social media’s impact by using standard metrics such as site traffic, pageviews, and number of fans. However, CMOs expect that in 2010 top metrics will track more closely to P&L business goals––not just Web-related goals. The study forecasts the growth of adoption of the top three metrics in 2010, as follows:
* A 333% increase in tracking revenue
* A 174% increase in tracking conversion
* A 150% increase in tracking average order value
Such a shift in measurement expectation is significant. CMOs indicate a 300% year-over-year increase in 2010 in the number of companies that plan to measure social media’s impact on conversion and a 400% increase in the number of companies that will track social media’s direct impact on revenues.
The 2009’s financial crisis probably did social media some good. Not that you need a ton of budget, but when competing for scarce budget alongside more traditional projects is a creative constraint. As social media marketing matures, it will become a facet of marketing overall and it will be harder to spot a campaign that isn’t social. Part of that maturing is you can’t manage what you can’t measure. Part of it driving activity that drives traditional metrics, like how you can drive conversions with LeadShare.
Social media marketers should get ahead of this curve. If you know you will eventually be accountable for traditional metrics, start iterating as soon as you can to find models that work. And volunteer to report these metrics before they are volunteered to you. This will require that you actively engage other parts of the marketing organization and give them stakeholdership in your outcomes. Take a look at your 2010 campaigns, reconsider your metrics, and incrementally realign your activities with the core of the marketing function.
Ross Mayfield is an advisor to Slideshare, co-founder of Socialtext & @ross on Twitter.
Marketing to Seniors? Take Note: Nielsen Study: Six Million More Seniors Using the Web than Five Years Ago
Great information for all elder care and senior service business owners- as our population ages, they also learn more about online information!
Original Article Posted Here: http://blog.nielsen.com/nielsenwire/online_mobile/six-million-more-seniors-using-the-web-than-five-years-ago/
Six Million More Seniors Using the Web than Five Years Ago
December 10, 2009
While people 65 and older still make up less than 10 percent of the active Internet universe, their numbers are on the rise. In the last five years, the number of seniors actively using the Internet has increased by more than 55 percent, from 11.3 million active users in November 2004 to 17.5 million in November 2009. Among people 65+, the growth of women in the last five years has outpaced the growth of men by 6 percentage points.
Not only are more people 65 and older heading online, but they are also spending more time on the Web. Time spent on the Internet by seniors increased 11 percent in the last five years, from approximately 52 hours per month in November 2004 to just over 58 hours in 2009.
“The over 65 crowd represents about 13% of the total population and with this increase in online usage, they are beginning to catch up with their offline numbers,” notes Chuck Schilling, research director, agency & media, Nielsen’s online division. “Looking at what they’re doing online, it makes sense they’re engaged in many of the same activities that dominate other age segments – e-mail, sharing photos, social networking, checking out the latest news and weather – and it’s worth noting that a good percentage of them are spending time with age-appropriate pursuits such as leisure travel, personal health care and financial concerns.”
How do they Keep Busy on the Web?
Online visitors 65 and older partake in a variety of activities, from e-mail to bill paying. With 88.6 percent of seniors, checking personal e-mail was the No. 1 online activity performed in the last 30 days. Viewing or printing online maps and checking the weather online were the second and third most popular online activities, with 68.6 and 60.1 percent, respectively.
Top 10 Online Activities Performed in the Last 30 Days by People 65+ (U.S.)
RANK Profile Point: Internet Activities in Last 30 Days Audience Composition Percent
1 Personal E-mail 88.6
2 Viewed or Printed Maps Online 68.6
3 Checked Weather Online 60.1
4 Paid/Viewed Bills Online 51.2
5 View/Posted Photos Online 50.1
6 Read General/Political News 49.2
7 Checked Personal Health Care Info 47.3
8 Planned Leisure Travel Trip Online 39
9 Searched Recipes/Meal Planning Suggestions 38.4
10 Read Business/Finance News 37.8
Source: The Nielsen Company, Nielsen @Plan Fall 2009 Release, Adults 18+
The No. 1 online destination for people over 65 in November 2009 was Google Search, with 10.3 million unique visitors. Windows Media Player and Facebook were No. 2 and No. 3, with 8.2 million and 7.9 million visitors, respectively. Interestingly, Facebook, which came in at No. 3, ranked No. 45 just a year ago among sites visited by senior citizens.
Overall, the number of unique visitors who are 65 or older on social networking and blog sites has increased 53 percent in the last two years alone. 8.2% of all social network and blog visitors are over 65, just 0.1 percentage points less than the number of teenagers who frequent these sites.
Top 10 Online Destinations Visited by People 65+ in November 2009 (U.S., Home and Work)
RANK Site Unique Audience (000) Unique Audience Composition (%)
1 Google Search 10,253 7.7
2 Windows Media Player 8,241 10.9
3 Facebook 7,946 7.2
4 YouTube 7,668 8.4
5 Amazon 5,679 9.3
6 Yahoo! Mail 5,638 7.8
7 Yahoo! Search 5,583 8.7
8 Yahoo! Homepage 5,383 6.8
9 Bing Web 4,510 10.1
10 Google Maps 4,397 8.4
Source: The Nielsen Company
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