Latest figures released show that Facebook now has 100 million users accessing the site via mobile, remarkably Facebook only reached 100 million online users 16 months ago (Oct 2008). The figures show that users are quickly changing the dynamics of their social media usage, opting to update throughout their day on topics as they happen rather than summing up their day at the end when they have PC access.
How does this affect Cadbury?
Realtime updates make it possible for users to alert friends on small novelty elements throughout their day which they would otherwise have forgotten/ wouldn’t be relevant in an end of day update summing up their day. Because of this publicity stunts such as the ‘Single Ladies’ and ‘Musical Chairs’ stunts will be the topic of social conversation within minutes of happening.
Social media is changing the goal of a publicity stunt, at the moment advertisers are looking for editorial coverage within magazines but now a stunt’s success could be measured on the social buzz that it receives as witnesses effectively report back to their peers. Realtime social media buzz could also increase traffic to product sampling activity as people tip off their friends within the area.
Market sentinel will be able to monitor the stunts coverage and thanks to Facebook’s new search functionality we can instantly search and find all mentions of the stunt providing users have their status available to all.
Realtime updates also make it feasible to run small competitions within event such as the Buttons farm for fans to feed in their entries via mobile and at the same time alert their friends as to where they are.
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