The Dealer Impact Blog

Barry Diller: “We Spend Every Nickel We Can On Facebook” [Video]

If you need to know how Facebook is performing among large brands, look no further than some of the leading brand marketers who are singing praise about Facebook’s ad platform. In an interview with CNN Money, Barry Diller couldn’t speak highly enough about Facebook’s advertising offering. Diller stated, “Facebook’s great advertising. My company, which spends a huge amount on advertising, we spend every nickel we can on Facebook. They’re effective. The targeting of the audience is precise enough.”

While Diller doesn’t believe that Facebook will be able to replace traditional advertising, he also didn’t believe that Twitter would be able to attract brand advertisers, so it just goes to show that Diller doesn’t know everything. You can view the full interview posted below.

Via: AllFacebook

Advertisers to Spend $1.7 Billion on Social Networks in 2010

The latest numbers from eMarketer project that advertisers will spend nearly $1.7 billion in the U.S. on social networking sites in 2010. Worldwide, spending will hit $3.3 billion according to the report.

The numbers represent a significant bump up from estimates published by the research firm at the end of last year, when it projected $1.3 billion would be spent on the space in the U.S.

Not surprisingly, eMarketer sees about half of that money (in the U.S.) going to Facebook, with MySpace continuing to see a smaller share of the pie. Separately, the firm estimated that Facebook’s 2010 revenue would hit $1.2 billion in a report published last week.

Earlier this month, Facebook COO Sheryl Sandberg said that some of the social network’s biggest advertisers had boosted ad spending by 10x this year; a trend that’s apparent in the eMarketer report.

Via: Mashable

How Social Media Drives New Business: Six Case Studies

Businesses both big and small are flocking to social media platforms such as Twitter, Facebook, YouTube and Foursquare. The fact is that a presence on these platforms not only allows companies to engage in conversations with consumers, but also serves as an outlet to drive sales through deals and coupons.

And while major brands like Starbucks, Virgin, and Levi’s have been participating in the social web for some time now, the rate of adoption among small businesses is increasing too. According to a recent University of Maryland study, social media adoption by small businesses has doubled from 12% to 24% in the last year. But as these businesses look to Facebook and Twitter to connect with customers, many are finding that some strategies work and some do not produce results. We’ll be exploring these questions at a panel on Social Media and Businesses at our Social Currency CrunchUp on July 30. We’ve found some local and national businesses using social media effectively, ranging from Levi’s to a creme brulee cart, whose case studies are below.  Some of these businesses will be sharing their experiences at the CrunchUp (You can buy tickets to the CrunchUp here).

Via: Techcrunch

Check out these great case studies they are quite interesting.

HOW TO: Avoid a Social Media Disaster

If there’s one thing that keeps social media marketers up at night, it’s the ever-present threat of a PR disaster. By now, every marketer is well-aware of how quickly dissatisfied consumers can turn to the social airwaves to vent about a brand. Nestle, BP, Domino’s, Southwest Airlines, and many other brands have witnessed the unbridled power of social media as a platform for disgruntled consumers to rally around an anti-brand cause.

1.) Create a Social Media Policy/Community Management Plan
2.) Have an Escalation Plan
3.) Plan for the Worst – Expect the Best
4.) Respond Quickly, Personally and Directly
5.) Don’t Play the Blame Game

Via: Mashable

Dominos UK Social Media Initiatives Help Increase Profits by 29%

According to Domino’s UK financial earnings report, the company has increased its pre-tax profit by nearly 29%, which equates to roughly $26 million. The UK pizza retailer attributes social media initiatives and its Foursquare promotion for the gains.

In the earnings statement, CEO Chris Moore points to the rise in online orders — which now account for 32.7% of all orders — as proof that their web and social media efforts are paying off.

Moore reports that when it comes to the web, “Our main Facebook site now has in excess of 36,000 fans In addition, we have led the way with social media initiatives such as affiliate marketing, our superfans programme and the development of a link up with Foursquare.”

Via: Mashable

5 Tips for Managing Your Companys Brand on the Web

Brand management in the current era means not just keeping an ever-present eye on the social web, but also engaging in meaningful ways with brand advocates and detractors. Professionals in the field have come to accept social media as crucial to their jobs, but most know that managing a company’s brand on the web is so much more than setting up shop on social sites like Twitter and Facebook.

Here we’ll give you an inside look at the strategies of avant garde industry leaders who’ve spent years figuring out how to move beyond social media hype and implement practical management practices into their daily work routines.

Brad Nelson, Jeremy Thum, Joel Price, Joel Frey and Bowen Payson are all marketers behind big brand names. They’ve done the dirty work. Their lessons and words of wisdom range from finding ways to unify digital assets to knowing your niche, and each tip should be heeded by those looking to follow in their footsteps.

1. Let Someone Else Say It
2. Unify Digital Properties
3. Leave Your Ego Behind
4. Know Your Niche
5. Don’t Wallow or Gloat

Via: Mashable

Just setting up a Twitter and Facebook accounts isn’t enough on today’s social internet honest customer engagement is key to any company’s brand.

Facebook says ad spending is rocketing

The very same advertisers who were once skeptical that buying up inventory on social networks could possibly do any good are now, apparently, going completely nuts about ads on Facebook.

Chief Operating Officer Sheryl Sandberg, the company’s most prominent liaison to Madison Avenue, said in an interview with BusinessWeek published Wednesday that the company’s biggest advertisers have boosted their spending on Facebook by tenfold, or even 20-fold, in the past year.

“Two years ago the big brands were experimenting with us,” Sandberg told BusinessWeek. “They started buying with us a year ago. Now, they’re going big.”

Via: CNET