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Snapshot: Social Media Marketing Industry Report | Social Media Marketing

Snapshot: Social Media Marketing Industry Report | Social Media Marketing

Snapshot: Social Media Marketing Industry Report

April 13th, 2012 by 

For a lot of companies worldwide, moving their marketing to the social Web has got to be the most important decision they’ve made. Indeed it is, with all the benefits of leveraging on social media marketing tactics offering to make their businesses thrive online and get ahead of the competition. Because of this, more and more companies are getting onboard the online marketing train, learning the ropes, and finding the best ways to use the social Web’s real-time capabilities to achieve their goals.

An infographic published by VA Simple Services titled 2012 Social Media Marketing Industry Report: Key Findings, lists down a rundown of important facts. For starters, it says that spending more time on social media platforms helps brands understand the medium and, therefore, can easily provide insights which are essential in planning social media campaigns, and ensuring they are effectively targeting accomplishing their objectives.

And with the social Web’s real-time capabilities and varied features, it should not be much of a surprise that the brand’s business exposure online is the biggest benefit businesses are reaping from their social media uses.  Here, Facebook tops the list of most used social media sites, unsurprisingly followed by Twitter, LinkedIn, blogs and YouTube.

Snapshot: Social Media Marketing Industry Report | Social Media Marketing.

About the Author: TJ Goulet (58 Posts)

TJ Goulet has been a leader in sales and marketing for almost 20 years. His background includes both entrepreneurial endeavors and nationally recognized achievement with a Fortune 500 Company. He entered the local search and coupon industry in 2005, when he launched his first directory and coupon portal. TJ's expertise is in utilizing current technologies and marketing platforms to increase sales productivity across a broad range of products and services.


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Snapshot: Social Media Marketing Industry Report

Snapshot: Social Media Marketing Industry Report

Snapshot: Social Media Marketing Industry Report

For a lot of companies worldwide, moving their marketing to the social Web has got to be the most important decision they’ve made. Indeed it is, with all the benefits of leveraging on social media marketing tactics offering to make their businesses thrive online and get ahead of the competition. Because of this, more and more companies are getting onboard the online marketing train, learning the ropes, and finding the best ways to use the social Web’s real-time capabilities to achieve their goals.

An infographic published by VA Simple Services titled 2012 Social Media Marketing Industry Report: Key Findings, lists down a rundown of important facts. For starters, it says that spending more time on social media platforms helps brands understand the medium and, therefore, can easily provide insights which are essential in planning social media campaigns, and ensuring they are effectively targeting accomplishing their objectives.

And with the social Web’s real-time capabilities and varied features, it should not be much of a surprise that the brand’s business exposure online is the biggest benefit businesses are reaping from their social media uses.  Here, Facebook tops the list of most used social media sites, unsurprisingly followed by Twitter, LinkedIn, blogs and YouTube.

 

About the Author: TJ Goulet (58 Posts)

TJ Goulet has been a leader in sales and marketing for almost 20 years. His background includes both entrepreneurial endeavors and nationally recognized achievement with a Fortune 500 Company. He entered the local search and coupon industry in 2005, when he launched his first directory and coupon portal. TJ's expertise is in utilizing current technologies and marketing platforms to increase sales productivity across a broad range of products and services.


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Social Demographics: Who’s Using Today’s Biggest Networks [INFOGRAPHIC]

Social Demographics: Who’s Using Today’s Biggest Networks [INFOGRAPHIC]

More than 66% of adults are connected to one or more social media platforms, but who exactly are these people?

The infographic below, created by Online MBA, breaks down the demographics, including education level, income, age and gender of social media users, along with other miscellaneous facts.

Some sites’ users are more demographically alike than others. One thing is the same for most social sites — college students, or those who have completed some college, represent the majority on social media sites like Facebook, Twitter, Pinterest, Digg and Reddit. Among Facebook users, 57% have completed some college, and 24% have earned a bachelor’s or master’s degree. Although, people 45 and older make up 46% of Facebook users.

Social media sites are also seeing a gender split — women use social media more than men. More women are on Facebook and Twitter. About 57% of Facebook and 59% of Twitter users are women.

Women gravitate toward Pinterest and young, techie men hang out on Google+. Pinterest has the heaviest gender imbalance — 82% of users are women, who pin crafts, gift ideas, hobbies, interior design and fashion. On the other spectrum, Google+ is dominated by men (71%) and early adopters, engineers and developers. About 50% of Google+ users are 24 or younger.

LinkedIn reports an even ratio of men and women — 49% over age 45 — who use the site to connect with other business professionals.

Most people use social media to stay in touch with friends and family, and more are doing so while on the go. About 200 million Facebook users check their Timelines from their mobile devices every day.

Check out the infographic below to see all the statistics.


Infographic courtesy of Online MBA.
Image courtesy of iStockphotoRapidEye.

 

Social Demographics: Who’s Using Today’s Biggest Networks [INFOGRAPHIC].

 

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Facebook Brand Timelines: 6 Big Changes Every Marketer Needs to Understand

Facebook Brand Timelines: 6 Big Changes Every Marketer Needs to Understand

Facebook Brand Timelines: 6 Big Changes Every Marketer Needs to Understand.

Today Facebook announced to brand marketers the world over that, within the month, everything they knew about fan Pages on Facebook would be overturned. While you get your brand ready for the new Timeline format, here are six important changes to keep top-of-mind.


1. Updated Look and Feel


What’s new: The format of Timeline for brands is quite similar to Timeline for personal profiles. It employs a cover photo at the top of the Page, and the Page is separated into two main columns by a dividing line, which represents the passage of time. This format provides brands with new options for self-expression: They can outline their corporate history with milestones (such as product launches, store openings, etc.) to construct a narrative for their audience.

Recommendation: Milestones present an important and dramatic opportunity to educate the public, humanize the brand and remove a perception of corporate anonymity. Our analyses of Page engagement have continually shown that brands posting content that depicts behind-the-scenes activities, exclusive updates or promotions encourages user interactions and promotes higher engagement rates. Using interesting milestones to craft the story of the brand over time (and updating the Timeline with new milestones as they happen) can help to stimulate conversations around major achievements.


2. Reduced Tab Visibility


What’s new: The new Timeline format does not have the left-side panel of links, which could include hundreds of different tabs. While applications still exist, they’ll display differently, in rectangular panels underneath the cover photo. The width of the Timeline and the space allocated for native apps like Photos means that only three tab panels are viewable at any given time. To see more, users must expand the tab panel by clicking a drop-down box.

Recommendation: For marketers, this major change means that the three above-fold tab apps need to be considered carefully — this will be one of the first things users see when interacting with your brand on Facebook. Brands will want to switch up which tabs are visible “above the fold,” according to current company objectives or project popularity. A good Page analytics tool will be useful for determining which tab to promote on a day-to-day basis.


3. No Default Landing Page


What’s new: With the new Timeline Page format, you will no longer be able to set a default landing Page, a favored feature for many savvy brands. The option was one of the primary ways to control the first (branded) impression a user encountered. Since there are no more tab Pages, there is no way to set one as a default. This will drastically change user impressions when they first visit a brand’s Timeline Page.

Recommendation: You will need to apply new and careful attention to all the top messages in the Timeline, as they will be the first objects seen by visiting users. Likewise, Facebook ads for brands will become ever important, as ads will be one of the major ways brands on Facebook can control a user’s experience. Setting up an advertising campaign for a Facebook promotion or new application will be the only way to guide new and clicking users directly to that application (as landing on this Page cannot be achieved by default).


4. New Way to Feature Content


What’s new: One major new feature that marketers will love is the ability to “pin” certain posts to the top of the Timeline. Similar to marking a blog post “sticky,” so that it remains at the top of a blog for a specified period of time, pinning a post to the top of Timeline allows it to precede any other content. A pinned post is distinguished by a small, orange flag. Brands can pin only one item at a time, and the pinned item then exists in two locations — as the top item on the Timeline itself, as well as within its chronological place. Once unpinned (which happens automatically when a new item gets pinned, or the item has been pinned for more than seven days), the post remains in the chronology of Timeline posts, but there is no visual history that it was pinned in the past.

Recommendation: Since you can no longer create a default landing Page, pinning items to the top of the Timeline will become every marketer’s go-to strategy for highlighting new and interesting content. We will begin to see savvy brands design posts specifically to be pinned, whether images, a well-designed call-to-action, a statement about brand value, or a message calling for the user to click one of the tab panels under the cover photo.


5. Current Tab Content and Applications Become Outdated


What’s new: The new Timeline layout displaces Facebook’s existing Page tab configuration (including a tab’s 520-pixel width), and replaces it with a new 810-pixel layout. As a result, existing Page tab content will look centered in the middle of the 810-pixel layout without any adjustments. All applications that remain on a brand’s Page will need new application icons (the new dimensions are 111×74).



Recommendation: The most pressing updates for brands will be to update the images and tab functionality of the above-fold two apps. As these are the first tabs users will see, they will likely be the first to be interacted with, or entirely ignored if not optimized for the new experience.


6. Private Messages Between Brands and Users


What’s new: Finally, brands will be able to send and receive private messages with users. This allows for much deeper consumer interaction, and will also enable Page managers to take extended customer inquiries off the Timeline and into a private message.

Recommendation: Be mindful of noise in the Timeline. Since the real estate allocated to each post depends on how engaging it is or how much interaction it has received, it can be easy to clutter your Timeline with customer inquiries. When these inquiries can be better serviced in a more one-on-one manner, reach out to the consumer with a private message and resolve her question. It’s a good opportunity to yield both a happy user and a clean Timeline.

Timeline for brands will certainly shake things up for social media marketers who seek to make an impact on Facebook. One thing is for sure though: The way content is shared and viewed within a Timeline Page is incredibly important. Brands that constantly create engaging updates and share important milestones will stay at the forefront of users’ attention. Create and rotate new apps for engagement, pin relevant and timely content, and update the feed with user-friendly dialogues to stay relevant in this new space.

Will you or your company do anything differently, right off the bat? Share your thoughts in the comments below.

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A “Digital Ocean” Model for Keeping Your Content on Course

A “Digital Ocean” Model for Keeping Your Content on Course

A “Digital Ocean” Model for Keeping Your Content on Course

More B2C and B2B marketers are shifting their focus toward increased digital in their tactical mix. Understanding the digital locations of their target audiences is becoming a standard step in the creation of a digital plan, but many are overlooking the intentions of their online audiences, and aren’t adapting their content and tactics accordingly.

This blog introduces the concept of the digital ocean and the need to locate and market to both fishers (those actively researching products/services) and swimmers (those who are just “hanging out” online, rather than actively seeking out your information).

Most likely, we are all beyond the trial-and-error phase of digital and have realized that an intelligent, synchronized, and aligned plan is needed to maximize our digital investment. We know that every content plan needs to start with a prime objective. For example, in the B2C world, it may be to collect marketable contacts (via a coupon or offer); for B2B, it may be to generate leads with a primary call-to-action of a signup for an online trial.

So the next challenge is how to stay on course with your targeted audience. This is where the analogy of the “digital ocean” can be helpful.

Think of the ocean as representing all the possible online channels and locations (e.g., search, websites, blogs, social communities, ads, articles, email, text, etc.) where your audience can be reached. Now, consider whether you are trying to reach targets who are actively looking for a product, service, or offer like yours (fishers), or those who aren’t actively looking but may respond to a discussion, or an ad, or a blog if it’s related to their interests (swimmers), or both.

Drop your anchor, and choose your bait

Take a look at the graphic below:

The digital ocean — a B2B example.

If your audience is ready to go fishing, your job is to know where to go to catch them, and how to lure them toward you.

Ask yourself what digital mechanisms and places they would rely on to identify, research, and evaluate their choices. What is the likely journey they would take on the way to selecting your product, service, or offering?

Then, you need to create the appropriate fishing bait — comprising content, search results, and outbound campaigns — to attain consideration. The content and tactics you use here should focus on drawing attention and demonstrating your expertise, such as case studies, white papers, and product demos (you can see some additional content suggestions in the graphic).

However, the tactics used to attract swimmers can be very different — they need to be more educational and less promotional. Social media plays a bigger role here, as that is where your target audience “hangs out” and engages with people and content on their interests. With swimmers, creating or engaging in conversations is a natural fit as a content tactic, as it lets you add value and insight without being overly promotional. Advertising on social and industry sites using pinpoint profiling and targeting is usually possible and worthwhile.

Search keywords can also differ depending on whether your audience is fishing or swimming. Fishers tend to connect with more action- and competition-oriented search terms that are aimed at a product or service type (e.g., the cheapest airline ticket to London, the best performing mutual fund, etc.), where swimmers are usually more interested in education and discovering information that is related to their topic of interest (e.g., mortgage industry best practices, groups that discuss diabetes).

The digital ocean — a B2B example.

To work on this concept yourself, try printing and filling in the worksheet above to help you identify locations and search terms based on the intent of your target audience. (While this worksheet was designed for B2B, the concepts still apply to B2C content marketing.)

Research for your worksheet

You may already have conducted research on the digital locations and behavior of your target markets, which should make this task easier. You could regard this task as creating a persona with split personalities, one when seeking products/services and the other when interacting online without a purchase intention. If you do not have any data from prior research, there are a number of ways to approach this depending on your budget and timeframe. I have worked with companies who have brought in an agency to conduct a complete target market analysis, where other companies have leveraged a social listening service. You could survey your existing customers, or send this worksheet out to a selection of your own employees who spend time interacting in your digital ocean.

Once you have completed the worksheet, make sure that your content marketing efforts are focused on the search keywords and tactics that are most likely to drive engagement and response. Make sure your SEO practices mirror the intention of the audience, so that your content matches their requirements and desires. If you are marketing towards both swimmers and fishers, ensure your content, keywords, and tags include both names of and uses for your products/services. For example, a manufacturer who sells chemicals or plastics needs to include keywords for product names/categories such as “dibenzylamino ethyl acetate” or “performance polymers,” as well as more solution/fishing oriented keywords such as “top performing wiper blades” or “liquid polymer case studies.” Put yourself in the shoes of the potential customer to determine both the journey you would take toward a business relationship, and the keywords/content of value along the way.

I often see excellent content fail to reach its goals because it doesn’t align with the audience’s timing and intentions. So at the very least, the digital ocean worksheet activity can help you conduct a gut check on your digital- and content marketing-mapping efforts.

Image courtesy of Rosemary McCartney

A “Digital Ocean” Model for Keeping Your Content on Course.

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