Twitter is for People, Not Corporations Says a New Study

It may seem like the Twitter-verse if full of companies hawking their wares, but a new survey by 360i says it isn’t so. They recently published a report called Twitter & the Consumer-Marketer Dynamic and frankly, I’m finding a large part of it hard to believe.

The report, which you can read in full here, has three key conclusions.

1. Twitter is primarily for people, not corporations.

— More than 90% of tweets come from consumers
— Only 12% of consumer tweets mention a brand
— When someone mentions a brand name on Twitter, they’re most likely talking about a Social Network (22% of mentions), or an Entertainment (17%) or Technology brand (17%). The top brands mentioned on Twitter are Twitter itself, Apple products/brands and Google

Pilgrim’s Picks for August 4 – Self Serve Edition

OK, so in case you need a refresher on how Pilgrim’s Picks works, here you go:

We only have so many writers–3 actually–and only so much time to write–we have real jobs too–and there are sometimes dozens of interesting stories floating around the web.


So, Pilgrim’s Picks is kind of like the Self Serve Checkout lines you see at the grocery store. Grab the items you like and check them out! :-P

29% of You Will Retweet This Interesting Blog Post Without Reading It!

Look, if you’re going to do a survey about Twitter habits (via), you really should get a sample larger than 135 people.

I admit, that in most cases, 135 people is enough to make a study statistically relevant, but we’re talking about Twitter here. Twitter has about, what, 100 million registered users? OK, let’s be conservative and say 50 million registered. More conservative still? Let’s say 10 million active users.

135 out of 10 million? Is that going to be a survey you’d fully trust?

It is? Alright then! I have some pretty charts for you! :-)

Apparently 29% of Twitter users have retweeted something without actually looking at the contents of a link:

Google’s Firefox Partnership Nets It 9% of All Web Searches!

Wow, if you thought Google was dominant in search, you need to redefine your idea of dominant.

It is impressive enough that Google controls around 80% of the search marketing in the US, but according to Chitika, that doesn’t include the search share it gets from being the default search engine in Firefox.

That share alone is estimated at 9.18%, which is larger than the general market share of Yahoo or Bing!

The Mozilla Foundation earns most of its revenue from its partnership deal with Google. Now we know why the search giant is willing to hand over a eight figure sum each year. If I were Microsoft, I’d offer Mozilla a deal they couldn’t refuse. After all, isn’t, say, $500M a year worth it to secure an instant 9% market share?

Global Marketers Highlight Local Reach Difficulties

Being a global marketer has always presented unique challenges for a variety of reasons. Some of those reasons include lower adoption rates of technologies or tools in some areas, cultural barriers and the old standby, lack of resources. A recent study conducted by Harris Interactive on behalf of Buddy Media highlights just how tough it can be to be a global marketer even in today’s hyper connected social world.

The chart below shows highlights the general issue quite well. Note: this poll was conducted with 105 brand managers who have global responsibility.

In today’s world though the silver bullet is social media. Everybody gets it and does it, so it must be easy. Heck, Facebook itself has 500 million ‘active’ users so they can reached there, right? Not so fast. At least according to this poll, that may be the view of ‘experts’ and ‘gurus’ but reality-based marketers have a different view.

bing Introduces Map Improvements

The battle of the search engines is now shaping up even more as bing works to update and improve its own maps delivery. As with anything, competition is good and this kind of effort will give Google a shove to stay on top of its maps game. It also helps to highlight some other aspects of this search ‘arms race’ that are kind of stupid but, hey, it’s the Internet so what would you expect!

Bing is upgrading its maps to do some fun things through its “King of Bing Maps Challenge”. Below is the taxi fare calculator feature that is pretty slick.

Can a Campaign That Makes No Money Still Be Called a Success?

The internet is all a buzz this week about the return of Mad Men on AMC. From the amount of hype, you would think that it’s one of the hottest shows on the air in terms of ad revenue, but that’s not true. According to an article in Advertising Age, Mad Men pulled in only $1.98 million in ad revenue last year on a show that costs 3 million per episode to produce. Part of the problem is that the show, despite all the critical acclaim, has an audience equal to about one fifth of a network show like CBS’s NCIS. And yet, AMC declares the show a hit and continues to produce it along with partner Lionsgate. Why? Because direct sales isn’t the only way to measure a marketing campaign’s success.