2012社会化媒体与社会化营销状况.pptVIP

EC 粉丝价值几乎，仍在争论不休 Cost Per Acquisition on Facebook The Value of a Fan (Various Studies) 199IT编译 ? $9.56: (money saved in triggering a fan into a purchase or other action assuming a constant acquisition cost of $1-per- click, compared to the cost for a non-fan; calculated by SocialCode). ? 2 cents: (offer for 500 new fans for $10.51; eBay). ? 57 cents: (offer for 1000 new fans for $57 by this fan- creating agency). ? $1.07: (the cost of advertising on Facebook that encourages a user to become a “fan”; Webtrends). ? $3.60: (as a media buy to reach 1 million fans; Vitrue). ? $71.84: (extra amount fans spend vs. non-fans; Syncapse) ? $136.38: (average annualized value of total fan purchases; Syncapse). ? 20 extra visits to your web site: (vs. one visit from a non- fan; Hitwise). 有人说10美元，有人说0.02美元 Source: How Much is a FAcebook Fan Worth? $10. Or Possibly 2 cents. Business Insider Source: Why Brands Still Need Facebook “Fans”, AdAge Digital EC 过去一年中，品牌积累了大量的粉丝和赞 他们开始重视“互动质量” Source: SocialB Source: SocialB, What Facebook brand pages have the best “People Talking About” number? EC 用户希望获得优惠和特惠 他们也想要新闻、产品信息和对话 Source: PowerReviews and the e-tailing group, “2011 Social Shopping Study, Brief N: Consumer Research Dynamics, Facebook and Communities Source: Millward Brown Dynamic Logic, “The Value of a Fan” prepared for the World Federation of Advertisers (WFA), March 22, 2011 199IT编译 EC 对位置服务和促销的认知在上升 使用仍然非主流，几家创业公司共存 Source: Pew Internet American Life Project, “28% of American Adult Mobile and Social Location-Based Services,” Sep 6 2011; eMarketer Source: Hipcricket, “2011 Mobile Marketing Survey Research Brief, Oct 20, 2011; eMarketer EC 互联网用户认可透明 他们只想知道都被收集了哪些数据 Source: Aimia, “Born This Way: The US Millenial Loyalty Survey” conducted by Harris Interactive, Oct 5, 2011 199IT编译 EC 199IT编译 本质上，互联网用户希望能控制他们自己的隐私 没人希望政府过多干预 Source: H