Digital Media Events
Event Date Location

Game Marketing Summit

04/23/2014 San Francisco CA

WWW.AMA.ORG : WEB & DIGITAL ANALYTICS – CHICAGO

04/24/2014 Chicago IL

Digiday Brand Summit

04/27/2014 - 04/29/2014 Nashville TN

Event Marketing Summit

05/07/2014 - 05/09/2014 Salt Lake CIty Utah

Digiday Programmatic Summit

05/14/2014 - 05/16/2014 New Orleans LA

Internet Week New York

05/19/2014 - 05/25/2014 New York NY

E3

06/10/2014 - 06/12/2014 Los Angeles CA

Digiday Agency Innovation Camp

06/24/2014 - 06/26/2014 Vail CO

Content Marketing World

09/08/2014 - 09/11/2014 Cleveland OH

social-media

Tech Marketing Guide to B2B

News, video, events, ideas and blogs about Digital Media Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketing Guide to B2B

News, video, events, ideas and blogs about Advertising and Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketing Guide to B2B

News, video, events, ideas and blogs about Lead Generation Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketing Guide to B2B

News, video, events, blogs about Mobile Marketing for high tech business-to-business from IDG Knowledge Hub.

Tech Marketer's Guide to B2B

News, video, events, blogs about Technology Business and Marketing for high tech business-to-business from IDG Knowledge Hub.

Subscribe To Latest Posts
Subscribe

LinkedIn Hits 300M Users, Pushes Mobile Options

MediaPost

LinkedIn on Friday announced it has surpassed 300 million active members worldwide, up from 277 million at the end of 2013. The roughly 36% growth rate in the first quarter from a year ago is on par with 2013. The professional networking site said 67% of its users come from outside the U.S., with more than 100 million in the U.S.

“While this is an exciting moment, we still have a long way to go to realize our vision of creating economic opportunity for every one of the 3.3 billion people in the global workforce,” stated Deep Nishar, LinkedIn’s senior vice president of product & user experience, in a blog post.

Mobile has become a growing focus for LinkedIn in the last couple of years, as more users access the service on devices. Later this year, Nishar noted that LinkedIn will hit the point where more than half of its global traffic comes from mobile.

“Already, our members in dozens of locations, including Costa Rica, Malaysia, Singapore, Sweden, United Arab Emirates and the United Kingdom, use LinkedIn more on their mobile devices than on their desktop computers,” he wrote.

Overall, the site each day gets an average of 15 million profile views, 1.45 million job views and 44,000 job applications in over 200 countries through mobile. As the company expands its mobile portfolio, with new releases such as its slideshare app, LinkedIn plans more strategic partnerships with major mobile players like Apple, Nokia and Samsung.

LinkedIn made a splash earlier this year with its push into China. In his post, Nishar said the goal now is to connect more than 140 million Chinese professionals with each other and the worldwide work force.

In a research note on Monday, however, analyst Michael Purcell of Stifel Nicolaus pointed out that LinkedIn still monetizes international users per member at one-third the rate of their U.S.-based counterparts. That translates to average revenue per user (ARPU) of $3.76 abroad versus $11.30 in the U.S.

Continue reading…

5 Tips And Even More Reasons To Integrate Search And Social Campaigns

MediaPost

Consumers clicking on an advertiser’s paid-search and social advertisement will double conversion rates, compared with those who only click on the former. Consumers who click on search and social ads also spend more. The ads generate four times more revenue per click than users who only click on a social ad, per a study by Marin Software.

Findings from the report, titled “The Multiplier Effect of Integrating Search & Social Advertising,” provide insight into the ability of searches to pull in users based on a brand’s message, as well as the ability of social to push a message to targeted audiences.

Despite the differences that audience search and social foster, experts suggest each media helps the other in the path to conversion far more than directly than contributing to conversions on its own. A fragmented path leads consumers down multiple steps and can last for days. In fact, the report points to a Google study, which suggests that 65% of revenue comes from purchases made in more than one step, and 47% of revenue comes from purchases made in more than one day.

Marketers who manage social advertising campaigns in silos ignore roughly two-thirds of the channel’s influence in the path to conversion and are most likely undervaluing their performance. Search campaigns managed alongside social campaigns have 26% higher revenue per click than search campaigns managed in isolation, per the study. It also benefits an advertiser’s revenue per conversion. Advertisers have 68% higher revenue per conversion from their search campaigns when managed alongside social advertising campaigns.

The report also guides marketers through the process of how to integrate search and social marketing programs (You can come to the MediaPost Search Insider Summit in Key Largo, Fla., April 27-30, to learn more.)

Here are some tips from the report. Conduct an honest assessment of the organization’s cross-channel capabilities. Adopt a multichannel digital marketing platform with audience retargeting across search and social publishers. Of course, the Marin report suggests theirs, but there are others from BrightEdge or Kenshoo. Monitor, measure, and gain insights from analytics that aggregate search and social marketing campaigns in one interface. Optimize toward lifetime value across search and social or run the risk of developing a myopic view.

Facebook’s Declining Organic Reach a ‘Real Nightmare’ for Marketers

Eye on Media, Matt Kapko Blog

Facebook can’t be faulted for following the same path as other mass media channels that came before it with regards to advertising, but there are many marketers who are still hoping for something different this time around.

Over the past couple weeks numerous reports have surfaced indicating a sharp decline in the organic reach of Facebook posts. The slowdown is nothing new. In a short pitch for ads in April 2012, Facebook calculated the average organic reach of page posts at 16 percent of all fans.

So what’s changed? A survey last month of more than 100 brand pages by Ogilvy concluded that “it’s only a matter of time” before the organic reach of content published by brands is “destined to hit zero.” The analysis found that organic reach of those brand pages was hovering at 6 percent, marking a 49 percent decline over a four-month period.

The organic reach of brands with more than 500,000 likes was barely hitting 2 percent in February, according to the Social@Ogilvy report.

“Right now we’re very mad at Facebook,” Dave Martin, Ignited’s senior vice president of media, said earlier this week at the Mobile Media Summit. “The reason we’re so mad at Facebook is because Facebook won’t allow us to share content with our followers and fans as we could a week ago.”
Pay for Play? No Thanks

The pay-for-play option isn’t exactly paying off in spades either, he says. Now when Ignited purchases ads for its brand clients on Facebook it “takes longer and costs more than it ever has and our engagement scores go down,” says Martin.

Worse yet, because there’s so much uncertainty about the genuine interest of many brands followers, far too many ads are simply “reaching people that don’t even care,” he adds.

Continue reading…

Steer clear of these 15 social media mistakes

Ragan

Social media is the most popular online activity, so it makes perfect sense for businesses to want to tap into it to increase sales. More than 90 percent of businesses use social media.

But simply opening an account or sending out some tweets is not enough to make social media platforms a viable and profitable part of your marketing strategy. By avoiding some missteps, businesses have the ability to increase their return on investment (ROI) and create more opportunities from social media accounts.

Avoid these mistakes:

1. Not having a strategy.

Less than 20 percent of businesses say their social media strategy is mature. Social media users are constantly inundated with information and messages. Businesses that don’t have a social media marketing strategy won’t ever cut through the clutter and deliver an effective message to their target audiences.

Creating a strategy includes having distinct and measurable goals, developing a clear social media policy, thinking through a brand’s social media voice and planning out a content calendar with end goals in mind. Without a clear strategy, businesses could create the best content on the Web but receive little to no engagement.

2. Not integrating with other digital assets.

Social media works best when you integrate it with other digital marketing efforts. One mistake many businesses make is to leave their social media accounts on islands. Not only should you link the accounts together, but tie them directly to websites, emails and paid search advertising campaigns.

Read more…

For Facebook, Measuring Across Devices And Apps Is A Huge Focus

AdExchanger

Facebook is increasingly focused on connecting audiences across screens and channels, and helping clients measure those results.

Graham Mudd, the company’s director of advertising measurement for North America, described aspects of the company’s approach to AdExchanger at the IAB’s Mobile Marketplace conference.

“We believe the future of marketing is being able to find specific consumers based on what the publisher, advertiser or intermediary knows about the consumers,” Mudd said. “And [to do that] we need to move beyond panels and cookies to census-based measurements.”

Instead of relying on consumer panels, which Mudd said fail to provide the necessary scale to measure diverse audiences across channels, Facebook is focusing on a combination of CRM data and third-party data from companies like Datalogix, Acxiom and Epsilon to help clients enhance their measurement capabilities.

Mudd also confirmed that the new “people-based measurement capability” that Facebook ads product VP Brian Boland alluded to in an AdAge op-ed will include partnerships with other data providers, although he declined to name the providers.

Facebook uses Nielsen’s Online Campaign Ratings (OCR) and Datalogix to measure the effectiveness of ads on both Facebook and Instagram, even though the latter is positioned as a separate brand and service. The company does not however, target users with ads based on data collected from both Instagram and Facebook.

Continue reading…

The beginner’s guide to measuring social media ROI

Ragan

For a marketer, return on investment defines a campaign’s success, and many executives demand hard numbers.

According to a study of marketing expertsperformed by Domo, however, three out of four marketing experts can’t measure social media ROI.

Let’s look at the basic yet vital aspects of social media marketing ROI.

1. ‘Likes’ and follows: Measuring engagement

The simplest way to gauge social media ROI involves counting followers on Twitter, your “likes” on Facebook, and consumer affiliations on all your other social media sites.

Keeping a spreadsheet to track social media conversions (followers, “likes,” etc.) gives you data to show that your campaign delivered X new social media connections. Facebook shares and Twitter retweets are also vital to documenting a campaign’s success.

Simple tools like Facebook Insights and Twitter Analytics help you track a specific post’s success, pinpointing customers’ response to particular types of content.

To measure the success of a given keyword, hashtag, or unique topic, try Brandwatch, GroSocial, and Keyhole. They explain trends on social networks for the keywords you enter.

Continue reading…

Survey finds teens still tiring of Facebook, prefer Instagram

CNET

Internet analysts at Piper Jaffray have both good news and bad news for the world’s largest social network: Teens continue to lose interest in Facebook but are showing an increasing appetite for Instagram, a Facebook property.

The mixed-bag news comes from the investment bank and asset management firm’s semi-annual survey of upper-income and average-income teens in the US. Piper Jaffray’s spring 2014 report Taking Stock With Teens, published Tuesday, surveyed around 5,000 teens, and includes findings spanning fashion, video games, Apple products, and social networks.

“We saw Instagram take the mantle for the most preferred social teen site,” Piper Jaffray senior analyst and managing director Gene Munster said.

Thirty percent of surveyed teens chose Instagram as their most important social network, making it the top social property for youngsters for the first time in the history of the survey.

“Just to recap the changes over the last six months,” Munster said, “interest level in Facebook went from 27 [percent] to 23 [percent], Twitter 31 [percent] to 27 [percent], Instagram 27 [percent] to 30 [percent].”

Just one year ago, Facebook was the preferred social network for roughly 33 percent of teens, marking a relatively steep decline in interest from an important audience in a short amount of time. The report, then, adds to a mounting pile of evidence suggesting that teens, in search of a more fun zone, are tiring of Facebook.

Read more…

How Twitter Has Changed Over the Years in 12 Charts

The Atlantic

It’s been eight years since Twitter debuted. Like the rest of the social networks that have survived, it has changed, both in response to user and commercial demands. The user interface, application ecosystem, geographical distribution, and culture not what they were in 2010, let alone 2006.

But each Twitter user sees the service through his or her own tiny window of followers and followed. It’s hard to tell if everyone’s behavior is changing, or just that of one’s subset of the social network. Now, new research from Yabing Liu and Alan Mislove of Northeastern with Brown’s Chloe Kliman-Silverattempts to quantify the way tweeting has changed through the years.

“Twitter is known to have evolved significantly since its founding,” they write, “And it remains unclear how much the user base and behavior has evolved, whether prior results still hold, and whether the (often implicit) assumptions of proposed systems are still valid.”

While their paper is directed at fellow researchers, their results might be of interest to anyone whose ever used Twitter. They combined three datasets to come up with 37 billion tweets from March of 2006 until the end of 2013. The key thing to know is that they talk about two different datasets: What they call the “crawl” dataset constitutes all the tweets, and what they call the “gardenhose” dataset constitutes only a sample of either 15 percent of all tweets (until July 2010) or 10 percent of all tweets (after July 2010).

OK, with that caveat, here are some of their most interesting findings.

Click to see charts and continue reading 

What will social media’s giants look like in 5 or 10 years?

CNNMoney

Imagine a future where you’ll be able to physically reach out to poke your Facebook friends (gross), where tweets are the de facto mode of communication for large-scale emergencies (cool), and where people log into Google Plus for more than just wondering, “Are people using Google Plus yet?” (Okay, okay, we couldn’t help ourselves with that one — but really, we actually are, so put us in your circles already.)

If those scenarios seem far-fetched, perhaps you’re thinking too near-term. Whether it’s through major acquisitions or seemingly minor service enhancements, the major social networks are making changes to their products on a weekly, daily, even hourly basis. Fortune asked a few experts to daydream about where these networks might be five and 10 years down the line. Their responses were surprisingly realistic.

Facebook

Breaking the biggest news of the month, if not the year, Facebook (FB) set the social scene ablaze with its March 25 acquisition of Oculus VR, valued at approximately $2 billion. A sharp turn in Facebook’s product road map, the purchase has pundits imagining all sorts of crossovers for the social network and virtual reality technology.

“The Oculus purchase further shows how Facebook will be obsessed with staying relevant by buying the next big thing,” says Paul Berry, founder and CEO of New York City-based social publishing platform RebelMouse. Through this and other acquisitions, Berry thinks Facebook will become a brand-holding company in the future, similar to Viacom or Hearst. “I see them, better than anyone else, using their market capitalization to create even bigger market cap for the Instagrams or WhatsApps,” he says.

But internally, Facebook may split over dueling objectives, says Michael Jones, CTO of Portland, Ore.-based Little Bird, a company that provides social influencer analytics and research. ”[Facebook] used to be a lot more fun and idealistic, and now that they’re public, there is extreme pressure upon that organization to grow up quickly and to monetize,” he says. This “great divide” will continue on for years, as half of the company drives toward generating revenue while the rest pursues the founding ideals of authentic engagement and connecting the world.

Continue reading…

Young people wary about the downsides of technology

Marketing Week

Download the full infographic here

Young people are conflicted between feeling empowered by technology and enslaved by it – a signal to brands to push their lifestyle credentials.

Most young people are cautious or cynical about the role that technology plays in their lives, new research suggests, with the vast majority (94 per cent) agreeing or somewhat agreeing that ‘people spend too much time looking at their phones and not enough time talking to each other’.

The Youth Tech report by youth research agency Voxburner and YouGov, seen exclusively by Marketing Week, also shows that 82 per cent of young people agree or somewhat agree that ‘it’s great to take a break from technology every now and again for a few days or more’. Voxburner surveyed over 1,500 UK adults aged 18 to 24 between December 2013 and January 2014 on a range of technology-related issues (see Methodology, below).

Technology addiction

The findings call into question the idea that young people are addicted to technology and inseparable from their devices. Elsewhere, the research reveals that while 40 per cent of respondents say they are ‘very interested’ in technology, only 9 per cent say they are ‘obsessed’.

“I think young people feel conflicted in their relationship with technology,” says Luke Mitchell, head of insight at Voxburner. “They love the convenience and empowerment that it brings to their everyday lives, but they also resent the fact that they feel enslaved by it.”

Mitchell notes that because technology is deeply ingrained in young people’s lives, they take it for granted and do not necessarily enjoy using it. He argues that brands should focus on how they can improve people’s lives, rather than the technology itself.

For example, he praises the dating app Tinder for helping people connect for dates in a simple and functional way. “On the Tinder home page there’s a video that explains what it does,” notes Mitchell. “Rather than labouring over the various features of the app, it shows how people don’t always have the courage to ask for a date and how Tinder can help.”

Continue reading…