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This past year, we've seen the importance of visual content emphasized by the changes that occurred across almost every major social network, including Facebook, Twitter, Instagram, and Pinterest. At the same time, both video and infographics have become powerful tools for brands looking to communicate more easily with their readers. 
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In his new book The New Rules of Customer Engagement, 6 Trends Reinventing The Way We Sell, Daniel Newman drives home not just the trends, but what they mean for business and those responsible for driving revenue and creating satisfied customers, i.e. those in the marketing space....
Jeff Domansky's insight:
Valuable insight for online marketing, retail and business from Daniel Newman. Note his six trends.
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So you want a Twitter Profile for your business? And maybe a Facebook Page, too. Perhaps you’re thinking about doing something on Pinterest. And you keep hearing all this good stuff about Instagram. So you set all of these up. Done. Finished. Ready. Good to go.
Now what? How do you go about actually engaging your audience? Well, according to one survey, the best way to energise your social media community is via a contest. 40 percent of respondents to a Shortstack poll cited this as the top way to engage users, with photo, sweepstakes and video contests being the preferred strategies. Amazingly, 38 percent of respondents had never tried a contest on their social media outposts, with photos, topics, custom apps and videos each listed as alternatively good ways to drive engagement...
Jeff Domansky's insight:
If you're looking for engagement in social media, think about a contest. most of your competitors haven't thought about or done it yet
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Mobile marketing on social media, where to spend you dollars... Mobile use is on the rise, and so are mobile advertising opportunities. The analyst firm Gartner estimates that this year, more people will use their mobile phones to access the Internet than they use their PCs, making it crucial for brands to be advertising in the mobile space. According to Gartner’s forecasts for mobile advertising, worldwide mobile ad revenues will top $11.4 billion in 2013, up 19 percent from 2012. But where is the best place to put your mobile ad dollars? There are many options, particularly on social media. Facebook, Twitter and Google Plus, three of the largest social media platforms, offer advertising opportunities to reach their mobile users. There are also options for Windows Phone 8 operating system, though they are less-discussed and for this article, we’ll stick to the main three above. Let’s take a look at the difference between mobile advertising on these three social media giants....
Sarah Betts's comment,
April 9, 2013 3:33 AM
I dont blame companies for using social media to promote their products especially if teenage to young adults is their target market. I get annoyed with ads on social media sites and often ignore them but for the most i dont mind liking a page for a company that I like. Its true everyone has a callphone and the majority of the population has a fine that can connect to social media sites. We can check in at locations add who were with a comment and a photo. Companies use social media because its low cost advertising and its also a great way to connect with consumers. I have never used google plus i must say i only use Facebook. I have Twitter but hardly use it.
Jeff Domansky's comment,
April 9, 2013 1:29 PM
Great comments Sarah and Rutu. There's no question consumers don't want more junk pushed at them, especially in the form of "old" marketing and advertising. If your content is truly high quality, many consumers will welcome. But it had better be useful, entertaining or because the delete button is one second away.
jaynalocke's curator insight,
April 16, 2013 10:52 AM
I love the term "socialnomics". It's one of those new words that just makes intuitive sense.
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LinkedIn is the most popular social media tool among the nation's fastest-growing private companies, according to a study by the University of Massachusetts at Dartmouth, Center for Marketing Research, under the direction of researcher Nora Ganim Barnes, PhD.
More than 8 in 10 companies listed on the 2012 Inc. 500 (81% of them) use the professional networking site, up from 73% a year earlier. Meanwhile, the proportion of Inc. 500 companies using Facebook has declined, from 74% in 2011, to 67% in 2012....
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A concrete method for measuring return on investment for social media remains elusive, but recent research initiatives may be bringing such an answer within range. In one recent study scheduled to appear in a journal titled Information Systems Research, researchers from the University at Buffalo School of Management, Aalto University and Texas A&M University were able to correlate social media engagement with increased purchases for a large specialty firm in the northeast U.S.
According to co-author Ram Bezawada, assistant professor of marketing in the School of Management at the University at Buffalo, “Our results show that when customers engage with a business through social media they contribute about 5.6 percent more to the firm’s bottom line than customers who do not.”...
Jeff Domansky's insight:
Still more research required but marketers should be encouraged by the potential for social media to impact purchasing.
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Compete ran some numbers last month on the average income levels for each of the top 6 social networking sites in the US.
...LinkedIn of course has a larger percentage of high income wage earners than most social networks. But if the numbers below are correct, Google+ has an even more affluent user base than LinkedIn.
Google+ has the highest percentage of it’s user base from those making $100k and above. LinkedIn counts 27 percent of their social network from this same group....
Jeff Domansky's insight:
Here's some valuable marketing intelligence and demographics for the six leading social media channels. Have a look!
Laura Maricescu's curator insight,
January 17, 2013 6:09 AM
Top social sites vs U.S. Browsing Population
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Social media will be the most important technology channel used by companies to engage with their customers within three to five years, according to a survey of 1,700 CEOs from around the world conducted by IBM. Currently just 16% of companies use social media as their primary means of interacting with customers, but that proportion will rise to 57% three to five years from now. That increase will put social media ahead of Web sites, call centers, and traditional media. Over the same time period, CEOs see Web site utilization increasing from 47% to 55%, while call center utilization will drop from 40% to 31%, and utilization of traditional media will plunge from 39% to 15%. The only channel outranking social media is face-to-face and sales representatives, although this too will drop from 80% today to 67% three to five years from now....
Jeff Domansky's insight:
Ironic. Research shows that CEOs don't use social media themselves. But the trend to "social business" is unstoppable.
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Consumers are more likely to trust brand content found in a print newspaper and on TV than in a variety of social platforms including Instagram, Twitter or blogs, according to results from anAcquity Group survey [download page]. Even so, social does have its place, as Facebook beats all other channels in brand content trust, per the study. That’s largely the result of younger respondents, with the 18-22 (29%) and 23-30 (32%) age brackets about twice as likely as Baby Boomers (52-68; 16%) to give Facebook the top rank for brand content trust. Print, not surprisingly, gets the vote among older consumers....
Jeff Domansky's insight:
Contrasting traditional media with social media results.
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Experian Marketing Services released its 2014 Digital Marketer Report, with the theme of “becoming a cross-channel marketing mastermind.” The report, available for download here, is an extensive analysis of the landscape as it currently sits for digital marketers in 2014. This is the sixth iteration of the report, which runs over 100 pages and is chock-full of digital imperatives. For travel brand marketers working towards planning their next fiscal year budgets in the coming months, this report also reveals some key areas of shifting focus. Here are some of the benchmarks and trends being tracked in the report – this is only a taste, as the report is truly extensive in benchmarking scope....
Jeff Domansky's insight:
Invaluable marketing insight and highly recommended reading for marketing, PR and social marketing pros. 9/10
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...Businesses are using social media, but consumers don’t seem to be taking much notice, a new study by customer experience strategy, design and research company Fifth Quadrant has found, with businesses blamed for not being where the customer is.
The report titled ‘Emerging Consumer Channels: Social Media, Web Chat and Smartphone Apps’ has found that more than two-thirds of businesses were using some form of social media to communicate with customers, but only one third of those customers using the channel returned over the past three months. The issue seems to lie in which sites are popular with consumers versus which sites businesses are predominantly using, suggests the report....
Jeff Domansky's insight:
Sobering research study for marketers of all kinds...
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![20 Critical Do's and Don'ts for Clickable Calls-to-Action [SlideShare] | Public Relations & Social Marketing Insight | Scoop.it](https://img.scoop.it/IXGQosORIeohmB0i4gaRPDl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
Familiarize yourself with these 20 critical CTA do's and don'ts so you can create marketing calls-to-action that get visitors clicking. Calls-to-action (CTAs) are one of the most critical inbound marketing tools. Whether they take the form of anchor text links, images, or buttons, CTAs are what motivate and direct your visitors to take a desired action, usually on a landing page.
This could mean anything from registering for an event, downloading content and converting into leads, or encouraging prospects to move further down your marketing funnel toward sales-readiness. But not all calls-to-action are effective at converting your visitors. And because we've worked with so many marketers over the years, we've seen our fair share of lackluster and underperforming CTAs in our day.
So to help you get a handle on some of the most critical CTA best practices, this post -- and the accompanying SlideShare -- will uncover the good, the bad, and the ugly of calls-to-action, so you can learn what works (and what doesn't) with CTAs....
Jeff Domansky's insight:
Must-read... See. That's a call to action. ;-)
Two Pens's curator insight,
March 21, 2013 12:53 PM
Good tip here: don't link your Call to Action (CTA) back to your home page; link back to a dedicated landing page that restates the offer and reminds the clicker why they clicked. Same principle as restating the offer in a direct marketing package.
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Studies show that brands must craft custom blog content that is scaled to mobile devices.
Most organizations already implementing content marketing campaigns have their editorial calendars and ideas put into place for the first quarter of 2013, but certain trends might guide game plans for the remainder of the year.
According to the Content Marketing Institute, 43 percent of B2C brands and 33 percent of B2B organizations already distribute mobile content to reach prospective and current customers. Brands aren’t just developing mobile applications to engage with internet users, they’re optimizing branded content and social media content for smaller screens.
According to a report from Alliance for Audited Media, 2013 will be the first year where nearly 100 percent of publishers will format their content for mobile devices....
Jeff Domansky's insight:
Let's hope YOUR company is mobile-ready too...That would be your customer and competitors down the road in front of you...
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What brands generated the most positive and active social conversation in 2012?
To find out, we built this interactive brand ranking application using Social Radar, Infegy’s market leading consumer research and analytics platform. Social Radar gathers billions of brand conversations in real time from all over the Web and processes them using an advanced content analysis platform. Using the API, we tracked and analyzed conversation content, volume and sentiment surrounding some of the top brands in the world. Using that information, we generated rankings based on the quantity and quality of conversation surrounding their brands, products and services....
Jeff Domansky's insight:
Really interesting stats, sentiment analysis, demographics for the top 50 social brands of 2012.
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This infographic details the prevailing trends for for effective online marketing, with some strong numbers to support each channel. It is interesting to note that 89% of marketers say that they are maintaining or increasing their budgets that focus on these trends. Perhaps this is because inbound marketing costs 61% LESS per lead than traditional, outbound marketing....
Jeff Domansky's insight:
Here's an interesting info graphic that features tips for various social media channels.
Martin (Marty) Smith's curator insight,
January 16, 2013 9:59 PM
Such great "sell the C level" stats here I hardly know where to begin. My favorite stat from this excellent Visual.ly Infographic is companies with 51 blog posts ore more get 77% more inbound leads. Think content marketing isn't important? Let me know how that Luddite thing works out for you. Be sure to send a postcard (lol). |
This is absolutely essential reading for PR, marketing and social media pros. 10/10