Sunday 11 November 2012

Obama is Social Media Champ Online Channels Win Pre-si-dence



One of the keys to leadership in the digital space is the provision of timely, relevant information at the right touch points, according to Steve Hamilton-Clark, CEO of TNS MENA.
  
Dubai, UAE November 2012: One of the keys to leadership in the digital space is the provision of timely, relevant information at the right touch points, according to Steve Hamilton-Clark, CEO of TNS MENA.

He cited the fast-published TNS Special Edition ‘THINK…’ report that came out within hours of the results of the US Presidential Elections. It highlights the power of social media platforms for effective winning marketing strategies, suggesting that Barack Obama has won the battle for social media too.

‘THINK…’ reveals that the first public reaction to the victory on Twitter alone generated 535,000 retweets, while the (Obama) campaign overall saw 32-plus million likes on Facebook, 22-plus million on Twitter. Meanwhile, Obama’s team listened to what 670,000 people had to say, including nearly 8,000 tweets written on the official account.

Steve Hamilton-Clark, CEO of TNS MENA
“The reality is that the digital and online channels shift is transforming global behaviours. Looking at the TNS Digital Life report we found that regional markets are experiencing a staggering increase in internet usage, up from 7.8 million to 187 million users in the last decade,’’ said Hamilton-Clark.

“There is a rising demand by consumers across most markets to keep up-to-date with their mentors, favourite personalities and brands, of choice. For some the motivation is relevant content, promotions and offers, for others it is about access to general information and a deeper feeling of brand proximity.”

He observed that over the past ten years, internet use in the greater MENA region is up 2,300 per cent. “I am seeing this as one of many indications that consumer brands must change the way they do business, as digital is fast becoming a primary media channel.

The good news is that so much can be gleaned from online user analytics for use across all stages of marketing planning. As we all get more internet savvy, we find new ways to use the online world.”

Steve Hamilton-Clark, CEO of TNS MENA
In fact TNS’s analysis of the Obama campaign brings to light how social media can influence people in their choices and increase the impact of word-of-mouth, or even damage the reputation of a candidate within a few hours.

“Indeed, marketers across all segments must consider how we are embracing self-managed, online research to guide our lifestyles as they consider winning business and marketing strategies,” Hamilton-Clark said.

He warned that brands that ignore the power of digital communication channels do so at their peril.

“Digital by nature has to be compelling and engaging. From a consumer perspective, digital is less about brands talking about themselves and more about their needs being fulfilled. It is the nimble businesses who are fast integrating both offline and online channels who are in with the chance of enhanced growth,” he concluded.



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