Many businesses still failing to embrace social media

Yesterday Econsultancy published their Social Media and Online PR Report, produced in association with bigmouthmedia. It’s certainly worth a read.

The first thing to point out is that the scope of the research is nothing if not impressive. They received over 1,100 respondents representing 458 client-side organizations and 522 agency / suppliers. One might assume then that it paints a fairly accurate picture of the industry, and of the UK market in particular as Brits made up the majority of respondents.

I’ve been through both the report and presentation and assembled a few thoughts on some of the findings. As we near the end of 2009, it seems that the industry has a way to go:

• Just under half of companies (46%) are not yet using reputation or buzz monitoring tools to understand what is being said about their brand. Not even free tools? I find this slightly worrying, as there is virtually no barrier to entry and no shortage of free tools online.  For instance, here’s a list I’ve helped compile on the Measurement Camp website.
• There’s a large gap between personal and organisational attitudes towards social media. Whereas 61% of respondents personally see a tremendous opportunity for social media, less than a third (31%) say that their organisations as a whole have this same positive outlook. In fact 44% say their organisations are not fully convinced of the value (but are open minded), and another 19% consider social media a major risk.
• The three most common reasons for not investing in social media up to now have been lack of knowledge and understanding (59%), company culture (41%) and lack of senior buy-in (41%).  It would seem that change needs to start from the top, and agencies of all different stripes have a role to play in educating their clients.

So there are some definite challenges ahead, as social media/digital engagement still appears to be a long way off being something that businesses take seriously. However, it’s not all doom and gloom:

• The majority of companies (86%) expect investment in social media to increase in 2010.

Surely that’s good news?

Get the report here.

Colette Goes East

Lauren Milligan

24 November 2009

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EAST London is set to get an injection of Parisian style this week as The Cube Store unveils Colette's first ever UK pop-up shop at The Old Truman Brewery's Boilerhouse. As well as a range of covetable Colette-style trinkets, the space will also host a series of events - from screening Japanese films to live art installations - but doing your Christmas shopping there might not be as simple as it sounds.

To gain entry you must apply online (not as simple as it sounds either), or look out for Nissan Cube cars (the reason for the pop-up), at venues and events around the city and then ask the driver for a membership card to admit you.

If you make it inside, designers like Mary Katrantzou, Irina Shaposhnikova, Yazbukey and E2 will be selling their wares, whilst architect Olivier Vadrot, conceptual designer Jerszy Seymour and graffiti artists Random International, amongst others, will be treating you to a visual feast.

Visit www.cubelist.co.uk for more information.

Good summary by Mint.com (yes, a financial institution) of some of the key shifts in music retail (US-only data).

Branded iPhone applications need one characteristic to be successful and appreciated by consumers: they need to be useful and, possibly, worth talking about to friends. I was quite doubtful when I received an email from Tide PR people promoting "The Tide Stain Brain". But I was wrong, the insight the used and the service they want to provide is pretty good: a guide to stain removal, an application that helps consumers finding and sharing solutions for stains.

If you don't have an iPhone you can still check out the online version of the app, not as since, but probably as useful.

An impressive digital production to tell the story of the German National team shirt and of course, drive replicas' sales on the way to WC10.

Storytelling is quite epic and really delivers an immersive experience for Germany supporters.

The advergame part is also quite original but, in my opinion, less engaging (you are forced to win the three games to reach the end of the story.)

Last but not least, digital commerce integration: online purchase of the jersey is just one click away.