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Event Date Location

OMMA Display In LA

07/22/2014 - 07/24/2014 Los Angeles CA

Small Agency Conference & Awards

07/23/2014 - 07/24/2014 Austin TX

Strategic Advertising Sales Training 

07/23/2014 - 07/24/2014 Los Angeles CA

OMMA RTB Real-Time Buying

07/24/2014 Los Angeles CA

CIO Perspectives Boston 

08/06/2014 Boston MA

IT Roadmap Conference & Expo

08/06/2014 New York NY

OMMA mCommerce

08/07/2014 New York New York

CIO 100 Symposium & Awards

08/17/2014 - 08/19/2014 Rancho Palos Verdes CA

Mobile Insider Summit

08/17/2014 - 08/20/2014 LAKE TAHOE CA

Social Media Insider Summit

08/20/2014 - 08/23/2014 LAKE TAHOE CA

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

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US social media usage evolves

Warc

Social media usage in the US is changing as a result of trends including the growth of “lean-forward” behaviour, greater concerns for privacy and the rise of niche sites based around personal interests.

Kevin Moeller and Heather O’Shea of UM, the media agency network, discussed these themes in their paper, Cracking the social code: Aligning consumers’ need states to marketing objectives, published as part of the Experiential Learning series of articles from the ARF’s Audience Measurement 9.0 conference.

Their research drew on data from 4,000 active web users in America, and found there was a “progressive shift from lean-back to lean-forward behaviour” on social media, fuelled by smartphone usage and exemplified by multiscreening.

Working simultaneously with this increase in activity, however, is a heightened emphasis on privacy, and precisely which information should be available for anyone to view.

Two-thirds of UM’s American panel were worried about their “online persona” being public versus only one-third who were unconcerned – a negative imbalance that represents a “sea change” in perspectives on this topic.

“While this may seem like a disconnect from the very idea of a social network, it proves there are nuances in what consumers believe is publicly fair game compared to what they actively would like to share,” Moeller and O’Shea suggest.

Another indicator that user habits are becoming more nuanced is the uptake of newer or smaller social networks reflecting specific passions and interests.

Examples of niche platforms include deviantART, a site for art lovers, Ravelry, a community for crocheting enthusiasts, and Medium, an offering from the founders of Twitter that hosts longer-form content.

“While Facebook remains the main internet presence for audiences to connect with one another, niche social networks are becoming a driving force in the growth of the social sphere,” say Moeller and O’Shea.

Given that UM’s figures indicate that the creation of new social media profiles has effectively “stalled” even as usage grows, the major mainstream players may soon move to acquire their smaller counterparts.

“This could be the beginning of the ‘Profile Wars’ in which a battle for new sign-ups ensues with larger networks increasingly buying out niche cousins,” say Moeller and O’Shea.

2014 B2B Tech Content Marketing Trends: Tailoring Content, Tactic Effectiveness, Social Media

Looking for insight into how technology marketers are using content marketing? Check out Content Marketing Institute’s newest research report, 2014 B2B TECHNOLOGY CONTENT MARKETING TRENDS — BUDGETS, BENCHMARKS, AND TRENDS, NORTH AMERICA, sponsored by International Data Group (IDG).

This infographic video focuses on how tech marketers tailor content, tactic effectiveness, and social media usage.

Click here to view an INFOGRAPHIC on this research

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Sharing On Twitter And Pinterest Leans Mostly Mobile

MediaPost

By now it’s clear that mobile and social have become more than a shotgun marriage.Findings from comScore last month showed that more than 70% of time spent in social media takes place on mobile devices (including tablets). And total mobile engagement on social is up 55% in the last year.

In its latest quarterly report, ShareThis took a closer look at sharing activity among top social platforms on mobile. Twitter and Pinterest emerge as the most mobile-centric networks, with 75% of all content sharing on those platforms happening in mobile. By comparison, half of sharing activity on Facebook is mobile.

However, because of Facebook’s size (1 billion monthly mobile users), it accounts for 72% of sharing on smartphones, versus 14% for Twitter, and 12% for Pinterest. On tablets, Facebook’s share falls to 64%, and Twitter’s to 7%, while Pinterest sees a bump to 22%. “There is a clear preference for channels based on different devices. Pinners are more active on tablets whereas tweeters flock to smartphones,” states ShareThis blog post today.

Furthermore, Facebook is where people go to share content about politics and parenting, while Twitter — because of its real-time DNA — leans toward sports and business, and Pinterest sharing is focused on shopping. That’s a natural outgrowth of Pinterest’s emphasis on visual presentation and consumer products.

In that vein, mobile users are twice as likely to interact with desktop content as any other category.

When it comes to mobile operating systems, Android users are more active on Facebook, while iOS users are more likely to share material on Twitter and Pinterest. In terms of demographic trends, sharing on tablets among people 55 and over nearly doubled over the first quarter. And 43% of social activity on tablets is driven by people in that age group.

Social interaction on mobile devices also grew 13% among African-Americans and 6% among Hispanics in the quarter. Overall, sharing from smartphones and tablets grew more than 30%, while that on the desktop fell 5% between the first and second quarter. The mobile gain was driven mainly by activity on smartphones, which was up about 28%.

Across desktop and mobile, Facebook accounted for almost two-thirds (64%) of sharing, with Twitter and Pinterest each claiming 9%. But the two smaller competitors together gained 2% share on Facebook from the prior quarter.

‘LinkedIn falls flat on consumer engagement’

Marketing Week

The report, authored by Forrester senior analyst Kim Celestre, claims that despite its 300 million members LinkedIn has not gained traction as a tool for “social relationship objectives” that drive customer engagement such as loyalty or customer service.

The research found that 21 per cent of US online adults visit LinkedIn monthly, a significantly lower figure than for Facebook. Plus LinkedIn members are much less likely to engage with brands on the social network, with less than half doing so on LinkedIn compared to more than 70 per cent on Facebook.

It also has a lower engagement rate, measuring 0.054 per cent in terms of user interactions as a percentage of a brand’s fans or followers, behind Google+ on 0.069 per cent and Facebook with 0.073 per cent. The low engagement figures mean that just 13 per cent of digital marketers are using LinkedIn to drive engagement.

“When compared with Facebook and Google+, LinkedIn’s engagement rate does not stack up. This is because LinkedIn members don’t go to the social network to follow brands after they’ve purchased a product and don’t participate in the site often enough to deepen relationships with brands,” says Celestre.

Awareness Boost

However, Forrester believes marketers should not give up on LinkedIn, using it for brand awareness. When used in this way, says Celestre, LinkedIn has the potential to help “meet or exceed” social reach objectives, so long as a brand’s offering is relevant to professionals.

Brands can make sure they are relevant by using the site to solve a professional challenge, deliver a professional opportunity or help users develop their personal brands. Celestre cites examples such as Procter & Gamble’s Secret deodorant campaign, Citi’s sponsorship of a LinkedIn group called “Connect: Professional Women’s Network” and Microsoft’s custom API that analyses users profiles to provide job title recommendations as examples of how to market successfully on the social network.

LinkedIn has previously batted away criticism of its engagement rates, citing strong engagement following its move to open its publishing platform to any user in its latest quarterly results. Its marketing solutions revenues are also on the up, increasing by 36 per cent to $101.8m in the three months to the end of May and accounting for 22 per cent of its total revenue.

LinkedIn declined to provide a comment.

Communicating to a B2B audience

Tim Pritchard, head of social media at Manning Gottlieb OMD, questions comparing LinkedIn to Facebook, calling it an “unfair measurement”. This is because Facebook is used for more traditional brand metrics such as consideration and purchase while LinkedIn should be used more for metrics such as brand trust and respect, he adds.

“Communications are going out to a B2B audience which has completely different KPIs like trust, respect and share price rather than traditional brand metrics like consideration,” he adds.

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Finally, Most Brands Measuring Social Content Effectiveness

eMarketer

Social media provides brands with another channel for content sharing. But as this becomes the norm, content marketers are looking to the next step in the process: measuring the effectiveness of this content. Based on an April 2014 study conducted by Ipsos OTX for the Association of National Advertisers (ANA), the overwhelming majority of brands are now doing so.

174972 Finally, Most Brands Measuring Social Content Effectiveness

 According to the research, 80% of US client-side marketers measured the effectiveness of their social content, with social media metrics such as “likes” the most common. Usage statistics—daily or monthly active users, for example—fell in the middle of the list. Meanwhile, metrics that could identify business ramifications were not used nearly as much, with financially based measurements such as return on investment and sales landing near the bottom.

While most marketers were measuring social content effectiveness in some way, ANA noted that they were still using soft metrics vs. solid metrics, indicating further room for growth.

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Mobile Infographic: Millennials vs. Generation X

IDG GlobalSolutions Color Mobile Infographic: Millennials vs. Generation X

A global content revolution is upon us. These days practically every piece of con- tent we discover, share or engage with comes as a stream of digital information – real-time search results, social media feeds or swathes of rich media ads and advertorial experiences.

Nearly all respondents aged 18 to 34 owned a smartphone, and 91% of 18- to 24-year-olds and 85% of 25- to 34-year-olds used social networking sites and apps on their smartphone. Only 38% of 18- to 24-year-olds owned a tablet, however. Tablet ownership jumps to 55% among 25- to 34-year-olds, and 65% report using another device or screen, primarily television (83%) at the same time as their tablet.

To reach these audiences, tech marketers are now competing with mainstream brands on Facebook or trying to grab their audience’s attention during television programs. B2B brands investing in quality social content or video with high production values comparable to television are most likely to engage young influencers and stimulate social media shares.

To download the 2014 IDG Global Mobile Survey white paper and view other infographics, click here

millenials vs genx final Mobile Infographic: Millennials vs. Generation X

Mobile app usage hits 51% of all time spent on digital media

CNET

Here’s a stat that will make most people nod in agreement: time spent on mobile apps is at an all-time high and just keeps growing. But, breaking down the data piece-by-piece does carry some surprising facts — such as people use Internet radio, social media, and photos far more on their mobile devices than on their PCs.

What’s more, for the first time ever, time spent on mobile apps is higher than any other digital medium, coming in at 51 percent.

This new data comes from ComScore’s latest mobile app report. The analytics company looked at roughly 10 billion minutes of user engagement on apps during the month of May.

Just a year ago, mobile platforms commanded 50 percent of users’ total digital media time, and now that number is up to 60 percent — the majority of that within apps.

According to ComScore, of all the app categories, digital radio is where people spend the most amount of time, with 96 percent of user engagement coming from mobile devices and Pandora leading that category. Coming in a very close second, also with 96 percent, was photos, which was led by apps like Instagram and Flickr. Other categories, like maps and instant messaging, were also overwhelmingly used on smartphones and tablets.

“While the mobile platform shift continues unabated, not every content category has experienced the shift at the same speed,” ComScore wrote in its report. “Amazingly, but perhaps not altogether unexpectedly, a couple of important categories have shifted almost exclusively to mobile.”

ComScore also points to the importance of growth in the social networking category, with apps like Facebook and Twitter. While only 70 percent of user activity comes from mobile, the category has seen huge increases in the last year — total mobile engagement in this category has grown 55 percent and has accounted for 31 percent of all Internet growth since 2013.

“While social networking does not rank at the very top of this list among the most mobile-skewing content categories, it is arguably the most important,” ComScore wrote.

Click to see charts

Study: Brand Likes Up 30% On Facebook

MediaPost

Since January, page interactions among Facebook users — including “likes,” shares, and comments — have risen 30%.

That’s according to new data from Prague-based social analytics firm Socialbakers, which it gathered from a sampling of some 3 million pages on Facebook.

The findings contradict a number of recent reports, which suggested that brands and media companies are seeing their organic reach rates decline on the social network.

A number of misconceptions have contributed to the perception that brands are getting a raw deal on Facebook, according to Jan Rezab, co-founder and CEO of Socialbakers.

“It’s important to remember that the Facebook news feed is smart enough to know whether [particular users] have a preference for brands or not,” Rezab said on Thursday. “Two individuals will not share identical brand experiences, explaining the expected confusion around engagement levels.”

This week is shaping up to be one of redemption for Facebook. Already, Forrester has rebutted reports of fewer teens using the social giant. The research firm surveyed 4,517 teenagers ages 12-17, and found that 78% are using Facebook, 46% are using the service more than they were last year, and 28% are on it “all the time.”

“Facebook remains by far young users’ favorite social network,” Forrester found. Forrester also predicted that Facebook usage rates will continue to rise, due to increased mobile penetration and increased activity from younger generations.

Also boding well for Facebook, social-analytics start-up Shareablee recently found that among 150 brands, total organic reach grew 11% from the fourth quarter 2013 to the first quarter 2014.

The problem was that other reports focused too heavily on post-level reach — which did decline 27% over the quarter — Tania Yuki, founder and CEO of Shareablee, told Social Media & Marketing Daily in May. What those reports failed to consider was the resulting increase in engagement rates, which increased 65% over the quarter.

Stateside, social media ad revenues will grow from $5.1 billion in 2013 to $15 billion in 2018 — representing a compound annual growth rate (CAGR) of 24% — according to a recent forecast from BIA/Kelsey.

Facebook’s New Focus Changes the Game for Brand Advertisers

eMarketer

Facebook’s recent focus on direct-response advertising is leaving fewer options for marketers with branding goals, according to a new eMarketer report, “Facebook Advertising: Next Steps for Brand Advertisers.”

174294 Facebooks New Focus Changes the Game for Brand Advertisers

Not so long ago, the common belief was that Facebook—and social media in general—would be best suited for building awareness and engagement, not for influencing conversion or sales. However, the majority of Facebook’s most recent ad initiatives are aimed at marketers with performance goals, while the company has de-emphasized ads aimed at driving social interaction and engagement, a concept that brought many brand advertisers onto the platform.

“Companies still see Facebook as a platform for social brand interactions, but that’s no longer the way Facebook is presenting itself,” said Debra Aho Williamson, principal analyst of social media at eMarketer. “Facebook has moved on, but many brands are still marketing there the same way they did two years ago.”

Facebook accounts for a growing share of digital ad spending, and eMarketer expects the company’s worldwide advertising revenues to increase 56.4% in 2014 to reach $10.93 billion. That figure represents a 7.8% market share of global digital ad spending, increasing from a 5.8% share in 2013 and 4.1% in 2012. eMarketer estimates that digital ad spending worldwide will reach $140.15 billion this year, growing 16.74% over 2013.

Facebook does not publicly break down its ad revenues along branding/direct-response lines. But based on how the company’s business has evolved, and comments company executives have made, it is likely that direct response represents a majority of ad revenues.

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Facebook Programmatic Whiz Jonathan Shottan Jumps To Pinterest (And TellApart)

AdExchanger

Need more proof Pinterest is preparing for a big monetization push? The social platform has hired Jonathan Shottan, a former Facebook ad product exec who led Facebook Exchange and due diligence on ad tech M&A.

Shottan, who has also signed on as an adviser to TellApart, joins Pinterest as product manager for advertising. His first day was Monday.

According to a Pinterest representative, the company has no specific intention to roll out a private exchange bidding platform a la Facebook Exchange, and Shottan’s role will be focused on assessing the impact of campaigns that run on the platform. 

“He will be focusing broadly to start on measurement and reporting,” the spokesperson said. “We have no plans to build an ad exchange.”

That could mean putting in place partnerships with offline data matching companies such as Datalogix, to attribute offline conversions back to media impressions on Pinterest. It could also mean doing similar measurement through direct relationships with retailers’ point of sale systems, loyalty programs and branded credit cards.

From April 2013 to April 2014, Shottan ran all targeting and measurement for Facebook’s ad products. He succeeded Antonio Garcia Martinez, who led development of the Facebook Exchange and who now works in a product role at Nanigans.

While at Facebook, Shottan evaluated acquisition targets in the ad tech arena and supervised a quarter of the ads team, including about 90 engineers. His LinkedIn profile claims credit for launching retargeting on Web and mobile, for improvements in data quality and for the resulting rapid revenue growth from data-driven ad buys. Prior to that Shottan spent five years at digital ad platform Turn, where he oversaw development of its data-management platform, among other tasks.

Despite Pinterest’s claim it will not launch its own exchange, the hire suggests the company’s early ad products, including the CPM-based Promoted Pins, are just a prelude to larger plans for a platform-driven approach to advertising. It’s too early to say what the components of that system could be, but the road map for other social platforms (i.e., Facebook and Twitter) has included retargeting of website visitors and existing customers (CRM), third-party segments and lookalike targeting through algorithmic audience extension. A “preferred partner” ecosystem also is often a hallmark of the advertising evolution for large consumer platforms.

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