It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.
“Only 25% of B2B Marketers use content marketing for customer retention
89% of B2B Marketers cite customer testimonials as the most effective content marketing
5% of B2B Marketers have no metrics to determine content marketing success”
UK Consumers Turn to Social Media for Their Online Search Needs [from eMarketer; written by staff]
“Research from video search technology company blinkx finds that UK consumers, and particularly younger ones, are beginning to find a lot of their online content via social media. The May 2013 study showed that 43% of polled UK internet users between ages 18 and 24 chose social media to find content online over search.”
7 Steps to a Measurable Social Media Call-to-Action [from & written by Heidi Cohen]
“Social media supports every step of the purchase process. Incorporate a contextually relevant call-to-action and related tracking to get prospects into your lead generation program with useful data.”
The Big Brand Theory: The Ritz-Carlton Uses Social Media to Create Indelible Memories [from Social Media Today; written by Ric Dragon]
“If your brand is focused on being in the business of memory creation, social media is ideal. ‘Social media is as much a customer service tool as the ladies and gentlemen who would stand in the lobby ready to assist a guest,’ said Sitch.”
1 in 4 TV Viewers Uses Second Screen to Simultaneously Watch More Video [from Marketing Charts; written by staff]
“The most common [second screen activities] were: reading email while watching TV/video content (63%); using applications or browsing the internet to kill time (56%); using apps or browing the internet to find out more information (49%); and using social forums at the same time as watching TV/video content (40%). The study found fewer viewers competing with others watching the same show (14%) and interacting with the show through voting (13%).”
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