Upcoming Events
Event Date Location

Digital Summit Phoenix

02/04/2015 - 02/05/2015 Acottsdale AZ

Mobile World Congress

03/02/2015 - 03/05/2015 Barcelona .

SXSW 2015

03/13/2015 - 03/21/2015 Austin TX

Enterprise Connect

03/16/2015 - 03/19/2015 Kissimmee FL

Agenda 15

03/30/2015 - 04/01/2015 Amelia Island FL

advertising-marketing

Subscribe To Latest Posts
Subscribe

This One Number Shows How Advertisers Are Wrong About Social Media

Time

Companies like McDonalds, Apple, and Ford all have something in common: They make and sell physical stuff, be it Big Macs, computers or cars. So if you’re considering investing in one of those companies, the first thing you might look at is how much stuff it’s been selling recently — an easily-determined metric that’s a decent representation of a company’s success.

But social media companies like Facebook, Twitter or Snapchat don’t make their money by selling physical stuff. Instead, they make it by selling space to advertisers.

As with all advertisements, digital ad space is more valuable the more it gets seen. And one of the key metrics advertisers use to determine how much they’re willing to spend on a social media company’s ad space is Monthly Active Users, or MAUs.

MAUs are simple enough: Every time you log on to Facebook, Twitter, Snapchat and so on at least once a month, that platform gets one MAU.

That interest in MAUs has extended to Wall Street, where investors have come to view them as the be-all, end-all metric for judging a social media company’s potential to make money. MAUs are popular with investors and other market-watchers because they’re easy to calculate, digest and compare.

But a number emerged this week that should make us all question the MAU as the holy grail of social media metrics: 50 million. That’s the number of MAUs racked up last year by MySpace, a social media network you probably haven’t used since you signed up for Facebook. While MySpace used to be a reliable presence in ComScore’s annual list of the 50 most popular sites on the web, it hasn’t made an appearance there since 2012, when it ranked 46th.

Sure, MySpace’s 50 million figure doesn’t touch the numbers boasted by its onetime rivals: Facebook has 1.27 billion MAUs, Instagram 300 million, Twitter 284 million. But it’s still doubtful that figure is truly representative of MySpace’s shrunken userbase, even if the site still has a small but thriving community thanks to its efforts in music and video.

Read more… 

Twitter Buys Indian Mobile Marketing Startup

Time

Zipdial allows people without internet connection to get advertisements and promotions on their cellphones

Twitter is buying an India-based mobile marketing startup for an undisclosed sum, as it seeks to attract users in the developing world.

The Bangalore-based ZipDial allows consumers interested in a company’s services to dial its number and hang up before connecting. The company then sends them free text messages, app notifications and voice calls containing advertisements. The so-called “missed call” marketing means users aren’t charged for the service, because their initial call never connects.

Twitter will use ZipDial to reach consumers who aren’t connected to the Internet. ZipDial’s campaigns have reached nearly 60 million users, the Wall Street Journal reports, and could be used to reach users in Indonesia and Brazil. The company has 56 employees.

Consumers in countries like India, Brazil and Indonesia with developing Internet infrastructures are key markets for Twitter, and 77% of the social network’s 284 million monthly active users are outside the United States.

“By coming together with ZipDial, we’ll help more people around the world enjoy great and relevant Twitter experiences on their mobile phones,” Twitter said in a statement.

Read more…

Top Tips for Improving Your Business Through Social Selling

IDG Connect

 Top Tips for Improving Your Business Through Social Selling

Dale Roberts is VP of Professional Services at Artesian, the innovative developer of social intelligence software. He is also a keynote speaker, blogger and author of Decisions Sourcing: Organisational Decision Making for the Agile and Social Enterprise. Prior to joining Artesian, Dale worked with some of the largest European and US businesses to build analytic and performance management solutions in his role as European Services Director for market leader Cognos, now part of IBM.

Dale discusses his top tips for embracing social selling and explains why smart businesses are putting social insight at the heart of their sales strategies.

We are in the middle of an online and social revolution that has not only changed the way we buy a holiday or book air travel but how we buy for businesses too. Figures show that three quarters of business buyers use social media to make purchasing decisions. The wave of cultural change is being felt beyond consumers as business buyers connect on professional social platforms and check rating sites when considering a wide range of purchases from electronic goods or employer liability insurance to exhibition space.

The pace of change is dramatic, with typical business buyers opting to delay their first engagement with a seller until they are 57%[1] through their purchasing decision. What this means is that more than half of the sales process has now disappeared, taking with it the influence and control that professional sellers previously had.

Businesses must recognise this change and implement social strategies within their sales and marketing departments to transform the way they engage with customers.  To make this effective, sellers have to adopt new habits and the following tips will help them to stand out with the new connected buyer:

# 1 Spend your day more effectively

According to a recent McKinsey Global Institute report, sellers spend only 39% of their time carrying out role specific tasks, eg. selling. Other activities, such as reading and answering emails, searching for information and internal collaboration are pulling them away and whilst email is a valuable communications tool it can also slow progress towards closing a sale.  Sales people and managers can start by assessing how much time they are giving to direct communication and research and restructure their day to focus at least 60% of their day on selling.

#2 Use social tools to support sales effectiveness

Gathering information is a necessary activity, but it’s possible that too much time is being spent on this and not very effectively. Traditional sales intelligence focused on data about people and businesses is limited. Sellers must have access to topical, timely and, if possible, behavioural information, most usefully derived from user-generated content, social media and/or news. If customers are using social networks, sellers should be connected too, so they can communicate with them in the space they occupy and build credibility. Buyers are also more likely to engage with someone they recognise through social networks.

#3 Refine your social listening

The Internet is immeasurable and Google searching or casual browsing for relevant information is not only time-consuming, it is also like looking for a needle in the proverbial haystack. Social intelligence tools are designed to sharpen this process so sellers receive insight that they can use effectively, whether that’s product announcements or managerial shifts, legislation or the impact of political change. The tools tap into social and user-generated content in real-time, and deliver it instantly so that sales people can leverage it to engage with buyers intelligently and at the right moment.

Read all 5 tips… 

28 Social Media Marketing Predictions for 2015 From the Pros

Social Media Examiner

Are you wondering what 2015 might look like for social media marketing?

If the changes in 2014 are an indicator, there will be a lot more changes in 2015.

To get a grip on what the near future may look like, we tapped the knowledge of 28 social media pros.

Here’s what they had to say.

And if you’re curious, here were the 2014 predictions.

#1: Video Becomes the Content of Choice

Let’s look closer. In August 2014, Facebook surpassed YouTube in the number of video views via desktop according to comScore. It’s important to note that YouTube still has more views across all devices. As of September 2014, Facebook attracted a billion video views per day, a roughly 30-fold increase since July.In 2015, video will dominate as the social media content format of choice. Further, regular video segments, like podcasts and blog posts, will come into their own as a form of content that drives social engagement and other marketing goals.

ck heidi cohen facebook vs youtube views e1417584970525 28 Social Media Marketing Predictions for 2015 From the Pros

Based on SocialBakers’ data, video posting moved away from YouTube towards Facebook in 2014. While these results still show YouTube ahead, the trend favors Facebook.

ck heidi cohen video posts e1417585191341 28 Social Media Marketing Predictions for 2015 From the Pros

Also, Facebook videos receive significantly more shares than YouTube. This makes sense because sharing and engagement are at the heart of Facebook interactions.

ck heidi cohen share of interactions e1417585315119 28 Social Media Marketing Predictions for 2015 From the Pros

YouTube is the best-performing social media platform to drive trackable sales,according to AOL’s Convertro research.  It’s the first, last or only platform touched.

Continue reading… 

2014 B2B Content Marketing Report

 2014 B2B Content Marketing Report

IDG Enterprise partnered with the B2B Technology Marketing Community on LinkedIn to conduct the annual B2B Content Marketing Survey to better understand the current state of content marketing and to identify new trends, and key challenges as well as best practices.

Key findings include:

  • Lead generation is by far the number one goal of content marketing, followed by thought leadership and market education. Brand awareness is now the third most mentioned goal, taking the place of last year’s number three goal: customer acquisition. (Click to Tweet)
  • Companies with a documented content strategy are much more likely to be effective than those without a strategy. Only 30 percent of companies have a formally documented content strategy. (Click to Tweet)
  • The most mentioned content marketing challenge is finding enough time and resources to create content. The next biggest content marketing challenge is producing enough content, followed by producing truly engaging content to serve the needs of marketing programs. (Click to Tweet)
  • Content marketing ROI remains difficult to measure. Only a minority of respondents consider themselves at least somewhat successful at tracking ROI. (Click to Tweet)
  • LinkedIn tops the list of the most effective social media platforms for distributing content marketing. The runner ups are Twitter (moving up one rank compared to last year) and YouTube (moving down from second to third place). (Click to Tweet)

This new Content Marketing Report is based on over 600 survey responses from marketing professionals.

View the slides now… 

7 ways to use social media to attract holiday shoppers

CITEworld

Marketing and social media experts share their tips on how to use social media to get people talking about – and buying – your products this holiday season.

How can social media help businesses drive traffic to their ecommerce or bricks-and-mortar sites this holiday season? CIO.com posed that question to dozens of marketers and social media experts. Following are their top seven strategies for how to use Facebook, Twitter, Pinterest, Instagram and YouTube to engage customers and get them – and their friends – to check out (and hopefully buy) your holiday offerings.

1. Use a festive cover photo on your Facebook page (Twitter, too). “One of the best pieces of real estate to leverage [this holiday season] is your Facebook cover photo,” says Melissa Ward, managing partner, NewWard Development, which provides social media and Internet marketing and website design help. “Change your Facebook cover photo to [something that you are promoting this holiday season] and be sure to include a link to the URL in the description.”

When choosing a holiday cover image, “consider seasonal photos that will connect emotionally with your audience, highlighting both your brand and message,” says Jay Hawkinson, senior vice president, Emerging Products, SIM Partners, which provides digital marketing solutions. Just remember to “be subtle and discerning with holiday colors and themes, and avoid being garish.”
2. Create holiday-related boards on Pinterest. “Create gift idea boards on Pinterest with gifts from all around the Web and a few of your own products thrown into the mix,” say Michelle Friedman, director of Marketing, Medical Scrubs Collection. “Add Pin It buttons to product pages on your site and feature ‘most pinned items’ on your home page.” And “make sure that your Pinterest pins feature well photographed, [attractive] images” that will appeal to holiday shoppers.

3. Create a fun holiday YouTube video and include a hidden offer code. “Create a fun [holiday] video with a hidden offer code,” for, say, 10 or 20 percent off a purchase, or free shipping or a free gift, suggests Juan Velasquez, marketing specialist, DoItWiser, a provider of toner cartridges and green office supplies. Just be sure to “let people know there is a discount code hidden somewhere in the video to encourage active viewing and sharing” – and include a link to a dedicated landing page in the description.

4. Use holiday-related hashtags on Twitter and Instagram. On both Twitter and Instagram, “be sure to research and use appropriate holiday hashtags, e.g., #HoHoHo and #Christmas2014, with your posts,” says Michelle Garrett, owner, Garrett Public Relations. “Experiment to see what works best. And include a dedicated URL to track those who click through.”

Other popular holiday Twitter and Instagram hashtags include #holidayshopping, #christmasgifts, #stockingstuffer and #wishlist.

5. Blog or post about holiday-related topics of interest to your audience. “Write blog posts that tie into the holidays,” suggests Garrett.

For example, you could “provide advice on what to wear and/or bring to family parties or corporate events or [provide suggestions on] gift giving,” says Adam Forrest, senior director, Americas Marketing, Demandware, a scalable commerce platform for enterprise retail.

Continue reading… 

BuzzFeed says social rules and it is bigger than most TV networks

Gigaom

Although it is still relatively new as far as media entities go, BuzzFeed has become one of the leading new-media players, thanks in large part to its command of the social web, an ability to craft viral content and a large fan base among millennials. True to form, the company has created a visually-rich index of factsabout its size and reach — numbers which help explain how it was able to raise $50 million in a recent financing round.

As a caveat, it’s worth noting that the presentation is clearly designed to be a sales pitch for the company’s native advertising efforts, and so there are no links to or discussion of any of the data used to compile the charts. Most of the figures come courtesy of the site’s Google Analytics data, or from firms like Nielsen and comScore.

One of the core principles behind BuzzFeed is that social sharing is more important than search, so it’s no surprise that the main driver of traffic (which is estimated to be about 150 million unique visitors per month) is social — in fact, the company says that its social traffic is five times larger than its search traffic.

 BuzzFeed says social rules and it is bigger than most TV networks

Although social has grown to become one of the leading sources of traffic to most web content, the advertising industry still hasn’t quite caught up to this development, as shown by a BuzzFeed graph courtesy of eMarketer and Shareaholic — which says that social accounts for 30 percent of referral traffic but only 14 percent of advertising budgets.

 BuzzFeed says social rules and it is bigger than most TV networks

The other major shift in content consumption is mobile, and according to BuzzFeed the two are interconnected, in the sense that a majority of the site’s social traffic comes from mobile, and its share rates on mobile are twice as high as they are from its desktop users.

Social Brands: The Future of Marketing

We Are Social

A very smart ebook was produced by the team at We Are Social (a social agency) to talk about how brands need to become social businesses. This ebook is a fantastic read for all. Below is a quick summary from their site, as well as a link to download the full ebook. Our clients are going through this revolution to become social businesses… what more can we do to help?  / Colin Browning, Director, Social Media Marketing Services at IDG

Social Brands: The Future of Marketing
Social brands aren’t just brands with a social media presence; they’re brands that put social thinking at the heart of all their marketing.

They’re brands that are social, not just brands that do social.

They’re brands that always strive to be worth talking about.

But how can marketers actually build a brand worth talking about?

Building a Social Brand
This is the topic we explore in “Social Brands: The Future of Marketing“, our in-depth eBook that explains how to put social thinking at the heart of yourbrand.

You can download the complete book by clicking here, but here’s a quick overview to get you started:

1. Social equity drives brand equity
The brands that drive the most favourable conversations are the brands that can command the greatest and most enduring price premiums.

01 Everything should drive conversation 500x374 Social Brands: The Future of Marketing

2. Communities have more value than platforms
Marketers need to use new technologies to add new kinds of value; not just to interrupt people in new ways with new kinds of advertising.

3. All marketing must add value
When it comes to people’s attention, interest and engagement, your brand isn’t competing with your competitors – it’s competing with everything that really matters to people. Marketing that doesn’t add value will simply be ignored.

4. Go mobile or stand still
Mobile devices are already vital to half the world’s population. Very soon, if you’re not bringing your strategy to life on a mobile, it’ll never come to life at all.

02 Todays media reality 500x374 Social Brands: The Future of Marketing

5. The rise of the comms leitmotif
Now that marketers are no longer constrained by the crippling costs of broadcast media, we don’t need to distill all our communications down into lowest common denominator messaging. We can tell more complex – and more engaging – brand stories that evolve over time and across channels.

6. From selective hearing to active listening
Social media monitoring isn’t just about post-campaign reporting; the real value lies in listening to the organic conversations of the people that matter to you, and using these insights to develop richer, more tailored strategies.

06 Social listening can add value everywhere 500x374 Social Brands: The Future of Marketing

7. Experiences are the new products
Product differentiation is no longer enough to ensure lasting success; brands need to deliver a more holistic set of emotional and functional benefits that engage people’s hearts as well as their heads.

8. Civic-minded brands are best placed to succeed
Society increasingly expects brands to give back at least as much as they take. As a result, marketers’ concept of CSR needs to evolve away from one of mere guilt relief. We need to see CSR as an opportunity, and use resources to build and nurture communities where people will welcome brands’ presence and participation.

07 Rethinking the concept of brand value 500x374 Social Brands: The Future of Marketing

12 Shocking Social Media Horror Stories

CITEworld

Horrible Social Media Misfires

Just in time for Halloween, here are 12 scary, shocking, horrifying and just plainhorrible social media misfires from the past year. We’re talking big brands — DiGiorno Pizza, J. P. Morgan, US Airways — making even bigger mistakes or, for one reason or another, catching beatings on social media sites.

To build our house of social media horrors, we asked the digital marketing community for input. We asked about the social media faux pas they remember most vividly, and the lessons we can learn from the blunders. We also found a few examples in blogs and articles.

4AutoInsuranceQuote.com’s Paul Walker Tweets

On Nov. 30, 2013, actor Paul Walker, of “Fast & Furious” fame, died in a horrific car crash. The next day, 4AutoInsuranceQuote.com repeatedly tweeted that it hoped Walker had car insurance.

The company even tweeted directly to Walker’s Twitter handle (@RealPaulWalker): “Yo Paul did u have auto insurance for that crash? Hope so.” The company also tweeted the car insurance question to mainstream news outlets such as Time, “which of course further fueled the public outrage and social media backlash,” says David Erickson, vice president of online marketing, Karwoski & Courage. “This is an example of horrible judgment, and the only way to prevent something like this is to ensure the people running your social media accounts are decent human beings.”

U.S. Airways’ Pornographic Tweet

“The pornographic U.S. Airways tweet from April 2014 will go down in infamy and haunt the dreams of social media professionals for years to come,” says Dee Anna McPherson, vice president of marketing, Hootsuite.

A link to a salacious picture posted on the airline’s Twitter account quickly went viral. CNN and other media outlets reported on it. “U.S. Airways stood by the employee responsible for the explicit blunder, citing it as an honest mistake,” says McPherson. “It was a brave choice, considering the gaffe dominated Internet conversation for about a week, and the brand led trending Twitter conversations for days. While it may certainly have been a simple mistake, it underscores the need for care and process when posting to social.”

View the full slideshow

The Value Of Video For Social Advertising

MediaPost

The value of video in digital marketing is growing as video consumption continues to rise across channels and connected devices. In the first half of 2014, the Interactive Advertising Bureau reported digital video ad spending increased by 24% compared to the first half of 2013.

While TV is not dead — consumers still watch on average 4.5 hours of TV per day — users are spending significant amounts of more time viewing video content on other devices like desktop, smartphone and tablet. Mobile now accounts for 22% of overall digital video consumption, expected to rise in 2015 with ad spending in social expected to exceed $26 billion dollars globally.

Enter Social Media: A Channel Capable of Widespread Impact

As marketers, we need to stop thinking in silos and start media planning with complete storytelling in mind. Using video content and social channels together to tell a cohesive, engaging narrative that leverages the mind-set of the user, based on the screen and platform they are viewing, should be the norm.

Once content creators begin to develop video based on channel and device, engagement and video completion rates skyrocket. Adding videos to landing pages can increase conversions by nearly 90 percent—especially across the ever-increasing landscape of social platforms, where video has become a strategic way to break through the daily clutter of 58 million tweets, 4.75 billion pieces of Facebook content, and 60 million Instagram posts.

Few advertising channels outside of social allow a brand to maximize distribution of short- and long-form content and get users to watch nearly an entire video clip. Video is a tool to help change perception and sentiment among a brand’s target audience, while leveraging established advocates to relay influential opinions to their peers across multiple channels.

Given the usage of social platforms, high engagement with content and the ability to target audiences on a one-to-one level, it’s surprising that video and social are so commonly planned separately. As marketers, isn’t it our job to find the right user and deliver the right message to them at the right time? If so, why are we not planning video strategies on Facebook and Twitter in conjunction with our broader video buys? It is time to tear down the channel walls and start building smarter media plans inclusive of social user behavior and each platform’s unique capabilities.

Video-based social media offerings are becoming more advanced and marketers should continue to adjust their strategy accordingly. Recent research from SocialBakers found that more marketers are opting for Facebook video over YouTube, and Twitter’s native Video Card outperforms YouTube links — emphasizing the huge opportunity for brands to develop engaging content that resonates with each social network’s unique audience and format.

Continue reading…