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Tech Marketing Guide to B2B
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- #EMEA #mobile ad spend to quintuple by 2017, can publishers take advantage? http://t.co/fECrhi4grD #advertising about 6 hours ago
- Why most people aren’t downloading apps anymore http://t.co/hO5fCJAWCl #digital #mobile http://t.co/dhxmDLEP5F about 8 hours ago
- RT @kylecressman: Is social media influencing sales? #SalesConnect http://t.co/5wKsYz9qLM about 10 hours ago
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The US social network audience is big—172.6 million people in 2014, or 54% of the population and 68.6% of internet users, eMarketer estimates. Based on June 2014 research by Harris Interactive for WP Engine, many of those users are likely worried about privacy on such platforms.
Among the US adult internet users polled, 66% said they were concerned about their privacy on social networks such as Facebook—the top response. That’s not even the entire social picture. The study broke out platforms that many consider social networks into their own categories. More than one-third of respondents were worried about privacy on social photo-sharing platforms such as Instagram. Around one-quarter were concerned about security on microblogging sites like Twitter, and a similar percentage said the same about disappearing photo-sharing apps such as Snapchat.
A May 2014 study by Rad Campaign, Lincoln Park Strategies, and craigconnects’ Craig Newmark found similar results. Among the US adult internet users polled, 57% had little or no trust at all in social media sites like Facebook or Twitter. Meanwhile, 22% of respondents had some trust in social platforms, while 7% trusted social a lot.
One-third of internet users ages 55 to 64 said they didn’t trust social media sites, while just 1% did, with a similar trend among the 65-and-older group. Meanwhile, 24% of 35- to 54-year-olds didn’t trust social networks, compared with 6% who said the opposite. The under-35 bracket was the only one where those who trusted social media outnumbered those who didn’t—but by a small gap of 4 points (16% vs. 12%).
Promoted Tweets have been around for a while, and according to recent research, they’re the Twitter ad format of choice among marketers.
How are Promoted Tweets performing? Looking at Twitter campaign activity run on its own platform, AdParlor found that for Promoted Tweets in North America, CPM, cost per click (CPC), and cost per engagement (CPE)—which includes clicks, follows, replies and retweets—had risen between January and June 2014.
During that timeframe, average CPM increased from $10.26 to $11.59. However, this metric fluctuated every month, moving up and down several times between January and June 2014, when it showed its second-highest level.
Meanwhile, CPC rates rose throughout the first half of the year (with the exception of May, when they dipped by 1 cent) and hit an average 29 cents in June 2014. Further, CPC averaged 25 cents in Q2 2014, compared with 11 cents in Q1 2014.
CPE also followed the trend, rising from 10 cents, on average, to 28 cents between January and June 2014. AdParlor noted that this made sense, since nearly all engagement with Promoted Tweets in North America was via clicks (95.8%).
Facebook is by far the most effective social media platform for driving offline sales for small businesses, according to a new report.
Digital marketing company G/O Digital surveyed 1,000 US users aged 18 to 29 for a study on Facebook advertising and found that 84% of respondents said local deals or offers on that site were a major influence on their purchasing decisions. Further, 25% said “it’s very important and I would be likely to make an in-store purchase within a week”.
Facebook offers that could be redeemed at a local store were by far the most persuasive marketing tactic. Some 40% cited this as being most likely to influence them to make an in-store purchase at a local or small business.
Promoted Posts were effective for 12% and photos/videos for 11%, while loyalty app promotions gained a 10% response.
Facebook was also way out in front when respondents were asked which social media channel they found most useful for researching products or services before visiting a local business. Fully 62% opted for Facebook, with Pinterest (12%), Twitter (11%) and Instagram (9%) trailing in its wake.
“The most bang-for-your-buck way for many small businesses to drive in-store activity and sales through social marketing in the short term is going to be Facebook,” Jeff Fagel, G/O Digital CMO, told ClickZ.
“Pinterest and Twitter should definitely have a place in their larger social marketing strategy, but will serve different purposes and support different objectives,” he added.
Amid the ongoing debate about privacy, and recent revelations surrounding Facebook’s manipulation of news feeds, G/O Digital’s research suggested that local relevance and personalisation might be more important for users.
It found that just over one third (36%) of respondents felt that “ads that are targeted based on your personal interests and past purchases” were most likely to influence them to interact with Facebook ads from small businesses. More than one quarter considered “ads that are targeted based on current location” to be most influential.
“It’s all about relevancy,” Fagel declared. “For example, if you offer me $2 off a hot dog at a baseball game, I won’t mind having my mobile viewing experience interrupted by this ad, because it’s solving an immediate, relevant need that I have: feeding my hunger and giving me a discount at the same time.”
mediaShepherd LLC—a web-based company that provides “actionable intelligence” for media brands—announces the winners of the first-ever mediaShepherd Social Media Awards (mSSm Awards). The awards recognize the best of social media efforts focused around a specific campaign, publication, brand or company in various sectors of the media industry.
The 2014 mSSm winners are:
• The Onion. Consumer media brand. The Onion’s overall social media strategy has gained the satirical-news brand millions of followers on Facebook (more than 4.25 million), Twitter (more than 6 million) and Google+ (nearly 2 million). It effectively integrates its YouTube channel with content across all platforms and has a high level of audience engagement.
• Modern Salon. Business-to-business media brand. Modern Salon has an impressive social media following, especially for a b-to-b brand, with more than 34,000 Twitter followers, more than 290,000 Facebook fans, more than 47,000 followers on Instagram, and more than 3,000 pins on Pinterest. It utilizes a variety of techniques and opportunities to promote its brand via social media, including promotion of a live broadcast of the North American Hairstyling Awards ceremony and reliance on unpaid partner promotion (via partners’—such as Aveda, Paul Mitchell and beauty schools—social media sites). Modern Salon also focuses on sharing high-quality images.
• IDG Enterprise. Business-to-business/custom marketing. IDG Strategic Marketing Services created a custom social media marketing campaign on behalf of its client Starcom/Samsung, called “Tablets in the Enterprise.” The campaign included Twitter chats using a unique hashtag to facilitate conversations around key messages and drive awareness of the topic and related solutions. Other components of the campaign included a custom survey on tablet use in the enterprise, infographics, white papers and videos. The campaign, which engaged influential bloggers and IT leaders, reached 513,000 via its #Tablechat discussions, and nearly 8 million impressions.
• MVP Media/Turnbuckle Magazine. Niche/enthusiast media. MVP Media fostered a significant community on Twitter from scratch for the launch of its interactive, digital Turnbuckle Magazine. The campaign achieved a reach exceeding 1 million Twitter users as per reports from SumAll, as well as impressive brand exposure via viral posts that captured hundreds of retweets/favorites. The combined retweet-and-mention reach surpassed 3 million in each of the last two weeks of the campaign, and suprassed 10 million in the last 5 weeks.
• OneName Global (OnG). Publishing industry vendor. OneName Global utilized a variety of social media platforms, but focused its efforts on Facebook and viral content to grow traffic to OnG’s Facebook page as well as convert traffic to its onenameglobal.com website in advance of the company’s launch in the marketplace. As of Feb. 1, the site averaged 25-30 visitors per day, and via its social media campaign increased that to more than 8,000 visitors a day by the end of February. Since the campaign began, OnG experienced a significant increase in website traffic, totaling 48,745 visitors from the campaign’s start to finish. The company anticipated reaching 30,000 users per day by its launch, a metric which it exceeded (by far). According to Alexa.com, the company was one of the fastest-growing/ranking sites online toward the end of its campaign.
The entries were judged by a panel of social media experts in the publishing industry, and were evaluated based on innovation, campaign execution and level of achievement, budget and staff size, support of the brand, viral nature of the campaigns, among other factors.
Twitter and Facebook are killing it with mobile ad sales right now chiefly because they are expanding their customer base from smaller direct-response and app-install players to big brands, according to industry observers. While Facebook is clearly out in front of Twitter in terms of getting packaged goods and carmaker spends (see graph below), increasing business with such deep-pocketed marketers will likely be key to each of their long-term futures.
“[Facebook is] getting these CPG companies—the Cokes and the Pepsis and the automotives —to look more seriously at their mobile advertising products,” said Rebecca Lieb, an analyst at Altimeter. “I think we are going to see a continuation of this for at least the next year or two.”
Twitter yesterday reported that it raked in $224 million in mobile ad sales during the second quarter, up from $180 million in Q1. The newest figure also represents a 36 percent jump compared to 2013′s fourth quarter, when the social media platform brought in $165 million. The San Francisco-based tech company will achieve more than $800 million in mobile ad revenue if it keeps the pace it has set in 2014 so far. Facebook’s Q2 mobile ad sales were 34 percent greater compared to Q4 2013, and it could draw a whopping $6 billion from the marketing category with a strong finish to the rest of the year.
“It is difficult to reach consumers on their mobile devices, and the Twitter and Facebook feeds represent two of the better opportunities for advertisers to do that,” said Jim Anderson, CEO of tech firm SocialFlow. “Put another way: Attention follows eyeballs, and money follows attention.”
And so, they follow brands such asHeineken, Tide, Charmin and McDonald’s, which have invested in paid ads on the social-mobile platforms. (Neither Facebook nor Twitter categorically break out, as one example, their number of CPGs vs. e-tail advertisers.)
“Everything is moving mobile as our agency is seeing a huge lift in mobile ad spend and response rates when comparing our client data from the end of 2013 to Q2 2014,” said Dinesh Boaz, managing director and co-founder of Direct Agents. “Both Facebook and Twitter are positioned so well for the mobile paradigm shift that the surge in revenues comes as no surprise.”
Alex Taub, SocialRank’s CEO, added, “I believe Facebook and Twitter’s paid mobile advertising revenues will continue to surge.”
Well, they will for a while—but probably only as long as the data warrants the spend.
“They are going to have to answer to the results,” Lieb from Altimeter said. “And I know that Facebook is very assiduously working with its largest advertisers to help them craft really compelling mobile campaigns.”
Marketers have a “unique and valuable” opportunity to win the attention of Twitter users in Brazil who are already following brands on the platform, but not yet engaging with them directly, a new report has argued.
That is the conclusion of digital marketing agency 360i, which analysed how Brazilians used Twitter as part of its ongoing series exploring social media behaviour in the country as well as in India, South Korea, the UK and the US.
It found Brazilians have some unique cultural and social habits when it comes to using Twitter – for example, using it more as a means of self-expression rather than as a means of connection.
Compared to the other countries surveyed, Brazilian Twitter users are less likely to interact directly with other users, the report found, and they post a higher proportion of status updates about themselves and their personal views.
Also unique to Brazil is that the volume of tweets peak during the mealtime hours of breakfast, lunch and dinner whereas volumes peak during the evening in the US and are more consistent throughout the day in the other three markets.
And unlike in the UK and the US, where emotions other than joy are less likely to be shared publicly on social media, Brazilians are inclined to share any emotion they feel, suggesting they have a higher level of comfort with online self-expression.
In another key finding, the report found a majority of Brazilian Twitter users follow brands to keep updated about new products or share their opinions, but their level of engagement is comparatively low.
Only 3% of tweets in Brazil involve mentions of brands compared with 6% in the UK and as much as 15% in India, but the report expected an increase in brand engagement and brand presence as Brazil’s economy continues to develop.
Twitter has taken the unusual step of shutting off its datapipe to certain companies that have published their own stats on how big Twitter’s user base really is, according to two sources.
The move comes after Twitter’s stock was hammered in the early part of the year when investors discovered growth in monthly active users (MAUs) was slowing or stagnant, and that measures of engagement per user were on the decline.
Since then, Twitter CEO Dick Costolo has ordered a revamp of the Twitter user interface in order to make it easier and more attractive for people to use. He also reshuffled his management ranks, getting rid of a COO with largely financial background and replacing him with a product chief from Google.
At the same time, Twitter’s stock price rose nicely. Some analysts see it hitting $60 a share (see disclosure below).
But third-party companies that published their own measures of Twitter’s user base were a thorn in Twitter’s side. While Costolo touted the company’s growth to 255 million MAUs, Business Insider was able to report that the number was only a fraction of the 1 billion people who had tried Twitter.
Most people who sign up for Twitter abandon it, it seems. Also, most people on Twitter don’t tweet, according to third-party apps that accessed Twitter’s data firehose.
Now, companies that used to provide that data have been axed from Twitter’s application programming interface (API), the firehose of data that software development companies can plug into in order to build useful products for Twitter and its users.
Twitter declined to comment when reached by Business Insider.
We don’t know why Twitter has begun culling developers from its API, but one theory might be that it has nothing to do with wanting to restrict who sees user data. Rather, Twitter has been slowly building a very nice data business of its own, which will probably book $100 million in revenue this year. The company may simply have decided it is time to end the free ride for developers who give away for free what Twitter would rather charge for.
“They shut me down last Friday night after the market closed,” one developer told Business Insider.
The New York Times
Many of the executives have left or been pushed out as Twitter’s chief executive, Dick Costolo, has brought in a new team to try to increase sluggish user growth at the social network.
But in one very important area of the company — Twitter’s ad business — the leadership has remained relatively untouched.
Adam Bain, Twitter’s global president of revenue and partnerships, has been Twitter’s lead money man since he took the job nearly four years ago. A former executive at Fox Sports Media Group, Mr. Bain came to Twitter to oversee the development of the company’s then nascent advertising products.
In the reorganization after the resignation of Twitter’s No. 2 executive, Ali Rowghani, last month, Mr. Bain also took over control of business development. His role atop the moneymaking machine suggests that he might very well be the second most important person at the company after Mr. Costolo.
Before Twitter began selling sponsored tweets and other ad products in 2010, the company had very little revenue, most deriving from licensing deals with companies like Google andMicrosoft.
Now Twitter frequently runs sponsored video clips, one of the top social media ad products connected to live televised events, and it is rapidly building out its mobile presence, including challenging Facebook’s dominance in mobile app installation ads. This year,Twitter has said, it expects to post $1.2 billion to $1.25 billion in revenue, nearly double the $665 million it took in last year, although the company expects to continue to report net losses.
Along with enlarging the business and courting big advertisers and TV networks, Mr. Bain has poached numerous advertising veterans from technology companies across Silicon Valley to add to his team at Twitter.
Google has been a favorite target. Richard Alfonsi left Google in 2012 to lead the efforts to target small- and medium-size businesses, while Shailesh Rao and Stephen McIntyre left Google earlier that year to head Twitter’s Asian and European advertising sales efforts.
Mr. Bain’s top colleague, Kevin Weil, has also risen to prominence. Beginning his career at Twitter as an engineer managing much of the company’s analytics, Mr. Weil quickly moved to the ad side and was promoted three times. He is now vice president for revenue products at the company and is also becoming deeply involved in some nonadvertisement products, such as the hosting and automatic previewing of video clips on the site.
Under Mr. Bain, Twitter has also acquired MoPub andTapCommerce, two start-ups that were in the business of serving advertisements to users of other mobile apps. Even if Twitter’s user growth continues to wane, the thinking goes, the company can still lift its bottom line by selling mobile ads that run in places other than its flagship service.