eMarketer has released a report, “Which Social Media Marketing Tactics Work Best?” that surveyed marketing professionals around the world in February 2013 and the top tactics are:
– The greatest percentage of respondents cited creating articles and blog post content. Other forms of content creation also ranked high, including research and whitepapers for B2Bs, and video and audio for both types of companies.
– B2Cs found advertising on social networks to be a much more effective strategy than B2Bs did.
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Photo via Blake Spot
eMarketer has released a brief study, “How Digital Behavior Differs Among Millennials, Gen Xers, and Boomers” and has some interesting findings:
Baby boomers (those born between 1946 and 1964)
– Eight in 10, or 59.9 million baby boomers, were regular internet users in 2012—and they were even more likely to use mobile phones, though mobile internet and smartphone uptake were slow compared to other groups.
– Six in 10 boomer internet users downloaded or streamed video at least monthly in 2012.
Among Gen Xers, (those born between 1965 and 1980)
– 88.8% were monthly internet users as of December 2012, according to eMarketer estimates.
– 95% using mobile phones, and 60.3% of that group using smartphones.
– 38.4 million Gen Xers, or 62.2% of Gen X mobile users, used the mobile internet at least monthly.
– Two- thirds used Facebook in particular (65.6%).
– Twitter, however, reached only 14.7% of Gen X internet users at the end of last year, eMarketer estimates, and usage is growing quickly, expected to reach 19.5% of this audience by 2017.
Digital video is even more popular among Gen X internet users than social networking, with 78.7% downloading or streaming video online at least once per month.
Millennials
92.3% used a mobile phone in 2012, among whom 63.2% used the mobile web and slightly fewer used smartphones.
Millennials have the highest social networking penetration of any generation, and the highest Facebook and Twitter use rates.
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David St. John Tradewell of Econsultancy during Social Media Week 2013 in New York.
The quest for likes may seem like the holy grail for marketers but building an engaging fan base is the key strategy that was demonstrated during Social Media Week 2013 with the panel Beyond the “Like” for Lifestyle Brands that featured presentations by Richard Jones of EngageSciences, Eve Sangenito of Brandwatch, David St. John Tradewell of Econsultancy, We Are Social’s Robin Grant.
Richard Jones of EngageSciences advised marketers to answer the following questions :
How do we get value from the existing community?
Great things will be said by community, so how do you amplify that?
Activation goes beyond post-engagement, so what are you learning about these individuals?
Usually it is a number of fans that are engaged with your brands posts and campaigns so you want to see how you are re-engaging with your audience which includes, the need to think beyond how many likes do we get? Jones also states that engaged fans are what you are after so you need to understand the people behind those conversations to build the fan database to engage them. Also understand the value of your brand advocates since the top 5% of the brands following generate all the referral campaign conversions among friends of fans. Be sure to monitor social activity by setting up feeds from Twitter, Facebook, YouTube etc. Jones finished by stating that your community reflects how they are incorporating your brand into their lifestyle so publish the best of what your fans are saying directly into your social hub on your website or Facebook page.
You can follow Richard Jones on Twitter: @oldstriker.
Eve Sangenito of Brandwatch recommends that marketers must find your objectives, set clear goals, take action, and refine and analyze. You can create awareness by using social data to grow your brand, but it is also important to answer the following questions:
Who is driving influence?
Who is really talking about my brand?
What is relevant?
What posts drive interaction?
How am I faring against my competition?
What sites best reach my audience?
Eve concluded with a study that revealed hash tags at the start of the program have a 63% increase awareness but only 40% of companies used this strategy.
You can follow Eve on Twitter: @esangenito.
David St. John Tradewell of Econsultancy revealed the following:
Two thirds of people on social networks never follow a brand
51% rarely or never visit brand websites after they like
David looked at the social media strategy of Ducati motorcycles with five key lessons:
Promote exclusive fan only content with videos and images
Solicit content from followers and share pictures from the community
Don’t post too much – you don’t want to have too much noise
Listen to your networks beyond Facebook
Respond
You can follow David on Twitter: @dstradewell
Robin Grant from We Are Social gave the final presentation on the social media strategy behind the new Jaguar. Since Jaguar is a luxury brand it has two audiences: those that can buy now and cheerleaders which cannot buy but appreciate the brand. So how do you engage the cheerleaders? Get them interested in the new Jaguar so they will have strong visual content. Grant also stated that fans interact with particular stories (Jaguar is the third most engaged brand on Facebook.) In 2012 Jaguar launched the new F type featuring exclusive content and putting influencers behind the wheel to experience the new Jaguar. Ridley Scott directed the short featuring Damian Lewis which resulted in 1.7 million fans on Facebook and 3.2 million views on YouTube.
You can follow Robin on Twitter: @RobinGrant
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I just need to read one more thing before I do some digital marketing for my business.
Photo via Valentin Ottone
From the February 2013 eMarketer report, “Small Businesses as Tough B2B Customers: Shaky in Their Own Marketing, Critical of Marketing Aimed at Them” two surveys stood out that you should know:
Word of mouth and networking with other business owners are the top two spots.
42% of small businesses have no plans to spend on online advertising. It will be interesting to see if this changes come December 2013. Doug Llewellyn sums it up:
“At the end of the day, most of these people are passionate about their craft,” said Doug Llewellyn, vice president of business and corporate development at Manta, an online membership community of small companies. “They’re not going to spend six hours a day tweaking their website and making sure it’s SEO-optimized.”
Photo via Johan Larsson
The smartphone has created more marketing opportunities for brands, but how can those brands best use this channel? According to a new eMarketer report, “Social Media Marketing on Mobile Devices: Turning Challenges into Opportunities,” it is revealed that:
– At the end of 2012, nearly 82 million US consumers, or one-third of all mobile phone users in the country, used a social networking site on their phone at least monthly. In 2013, that figure is expected to grow to 40% of mobile phone users.
– Mobile users log in more frequently and spend more time on social media sites since uploading photos from a smartphone to a social site reinforces the interaction.
– For Facebook as of third quarter 2012, six out of ten monthly active users worldwide, or 604 million people, used a mobile device to access the service (up 61% from third quarter 2011 and more than triple from 2010.)
– According to Nielsen, Twitter’s US mobile web visitor count rose 140%, to 42.4 million. Twitter also saw faster growth in its mobile app audience, increasing 134% to 22.6 million.
So what is the best approach?
– Mobile users expect seamless integration across devices and the ability to interact when and how they want to.
– Lower the barrier to entry: Whether it’s a contest, an app download or simply a call to action to click on a link, the goal should be to make it easy for users to accomplish the action.
– Sending users to a webpage that is not mobile-optimized is a recipe for irritation. Social media marketing can attract people to a brand’s message but if the experience after leaving the social media site is less than optimal, it will reflect badly on the brand.
– Facebook says more than 300 million images are uploaded to the site every day, many of them via mobile. On mobile devices, particularly phones, social media users are typically in browse mode, scrolling quickly through their newsfeed to catch up on what friends are posting, or to post a status update of their own. In this environment, pictures capture a lot more attention than text. For that reason, marketers have gravitated toward using images in their page posts. According to a review of the top 100 brands on Facebook (ranked by the number of fans), 74% of all posts made in October 2012 were photos.
“We have to create social content and social programs that are designed first for mobile consumption and mobile sharing,” said Clay McDaniel, managing director and founder of social media agency Spring Creek Group. “That’s a 180-degree shift from the way it was two years ago.”
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