A current buzzword that we hear a lot about is “social media monitoring” that seems a very nebulous term and appears at first to be difficult to define, and somewhat tricky to determine its value to brands.
Here is a great example showing the importance of social media monitoring – KitKat noticed this tweet by someone on Twitter that contained their brand name:
By using tools to monitor what was being said about their brand online, they noticed the tweet, they identified an opportunity to engage both a consumer talking about their brand(who appears at a quick glance to be a brand advocate) whilst simultaneously engaging another brand, Oreo.
This is what they tweeted in reply:
And this is how Oreo countered the cheeky tweet by KitKat:
Notice how the tones of both of these tweets from both brands are almost lighthearted banter – the chosen tone is absolutely key to engaging consumers and brands, and both brands nailed it in my opinion.
But KitKat often uses current events as the basis of some simple but entertaining and RELEVENT communications online, like this one when the new pope was elected.
- Listen daily to what people are saying about your brand online – not only can it be a customer service channel, it can be a product development channel, a brand evolution channel and certainly a consumer engagement channel. Don’t just put the youngest person in your marketing department in charge of social – it is potentially one of your most important channels to build (or destroy) your brand. Would you let an intern be your CEO?!!
- Have systems/procedures in place that allow you to reply very quickly. ‘Agility’ is the key word and most brands in 2013 are continuing with outdated, historic procedures and processes that do not reflect the capability for real time communications, listening, reacting to topical news stories, tweets and Facebook posts. Kit Kat took 2 days to reply to the initial Tweet from the consumer, and Oreo replied within 7 hours to the KitKat tweet! That means Oreo noticed the KitKat tweet, planned a strategy to counter it, came up with an idea, got client approval, executed it, and tweeted it within 7 hours! 99.9% of brands are not capable of doing that and they should be in 2013.
- Use current events for some of your brand content – it is relevent, entertaining and will be appreciated and noticed by consumers.
Those brands that are agile, creative, forward thinking and recognize the multi directional, real time communications that are taking place without them online, will reap HUGE benefits for their brands if they put some social skin in the game!
I have decided to create a regular feature called S.M.U.T that identifies recent social media updates to Facebook, Google, Twitter etc that I consider to be significant.
The goal of these posts will be to provide my marketing/media friends with latest social media changes in a concise, visual way with videos, images and examples.
Today in S.M.U.T #1, I shall explain the following 3 interesting social media updates:
- Facebook Social Graph Search
- Increase in size of Facebook link previews
- Different Facebook post organic reach, by post type
So here goes :
1, Facebook Social Graph search
- Launched in small beta on January 15th to ‘hundreds or thousands of Facebook users'(very small test)
- Allows Facebook users to search for various things such as music, restaurants, bars and much more, based on what their friends like and have interacted with – this social context makes search results more credible to the user
Here is an excellent video (that my good friend Carlos Pacheco) made me aware of that I find is an excellent demonstration of its functionality/capabilities – click on image below to view it.
If you want an excellent textual summary of ‘4 reasons why marketers should be interested in Graph search’ (when it becomes available), click on our Dentsu partner’s, 360i, logo below to go to concise blog post about it:
2, Increase in size of link previews in Facebook
- According to Facebook, it seems that they are increasing the size of link previews when you post a link (other than a Youtube video link.)
- Size of image to double from 90 x 90 pixels to 154 x 154
- More space for text
- Greater chance that fans (of brands) or friends (of individual Facebook users) will see their posts and links, due to greater visual visibility on page
Here is the difference in size with the new 154 x 154 pixel link preview format vs previous 90 x 90:
An example of a Jame Oliver post link preview (not exact size but just to show what an actual link preview looks like) :
3. Facebook post organic reach – different by post type
It seems that Facebook organic post reach is different according to post type (eg the number of friends or fans who are exposed to your Facebook posts, without you increasing post reach by paid advertising .)
- For video, images and link posts: 8-9% of your Facebook fans or friends will see them
- For text status posts, 11-19% of your Facebook fans or friends will see them
Here is a post from social bakers that shows the decrease in overall organic Facebook post reach up to October 2012 – it contains the following very interesting visual for marketers
I shall try in future to regularly give social media updates in a clear concise fashion that requires little effort on your part, that will allow media, marketing and brand strategists to retain key takeaways quickly. I hope this was a helpful post. Everybody loves SMUT !
We read a lot about Social Media but I thought I would compile 20 lesser known facts to surprise the non-believers. So here they are:
- Links about sex in Facebook are shared 90% more than any other type of link
- 7% of Americans have never heard of Facebook (What?!!)
- There are 10 likes in Youtube for every 1 dislike – a bit like real life actually !
- 5,3 billion searches in LinkedIn annually
- Google+1 button is used more than 5 billion times a day
- 97% of fans on Pinterest Facebook page are women
- Earlybird is the most popular filter in Instagram (12% )
- 500 years worth of video are shared every day in Facebook
- Facebook acquired 1 new user every second for 3 years from 2009-2012 (and that is just in US)
- 2,7 billion Facebook likes per day
- >1 million linked in groups
- In 2011, Youtube had an average of 140 video views for every person on earth
- 829 000 videos uploaded to Youtube daily
- 30 billion pieces of content are shared in Facebook each month
- 34% of social media users never post anything – Cyber voyeurs or what ?!!
- >1 million LinkedIn groups
- Twitter handles more search queries than Yahoo and Bing combined (24 billion vs. 4,1 and 9,4 respectively)
- Average age of a Facebook user is 38, average age of a Google+ user is 28
- Average time spent by a user on Pinterest per visit is nearly 16 minutes
- Gangnam Style is the most viral video ever with 679,620,147 views although my favourite is Charlie Bit Me with only 494,074,850 views !!
- Google Blog
- Google Investors report
- Tech crunch
- Instagram Press centre
- Linkedin press centre
- Power Formula Linked In User study
(Just a side note – this post was published by Social media Today and has received more than 500 Tweets – hope you like it.)
Before I give my 3 suggestions to avoid Buzzword Drowning Death(BDD,) I’m going to stick my neck out somewhat today about some popular buzzwords that I’m hearing about more and more .
Let’s kick off with Content Marketing.
Here are 4 definitions :
- Content marketing is an umbrella term encompassing all marketing formats that involve the creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential consumer bases with the objective of driving profitable customer action
- Content marketing is a general term for Article Marketing, Audio Marketing and Video Marketing where you get traffic by giving away free content.
- Content Marketing is owning, as opposed to renting media. It’s a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behavior.
- Your customers don’t care about you, your products, your services…they care about themselves, their wants and their needs. Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you.
All of these definitions are rather nebulous and simply suggest that content has an important role to play to capture consumers attention and engage.
Err..but that’s really nothing new, is it?
Well, I’m sorry, but isn’t my job and the jobs of everyone like me who works in this incredibly exciting industry that we call advertising/marketing in 2012 and going forward, to:
create content that consumers are going to find :
- enjoyable and/or
that is delivered to them at the right moment, in a seamless way, in order create love marks for our brands (as Kevin Roberts called them) that will lead not only to an eventual sale, but also to repeat business, positive endorsements and positive sharing of their ongoing brand experiences among their peers.
So I propose that our industry does the following asap before we and our clients die a horrible Buzzword Drowning Death.
So let’s do the following :
- Firstly, remove the term, Content marketing and use the term Modern Marketing , and recognize that this requires adjustments to how most marketers currently do business: to allow for the creation of more real time content, cleverer use of the multidirectional media channels available to consumers to amplify their experiences and smarter, smarter use of technology and media where appropriate, and more agile processes on both the client and agency sides to permit this to happen.
- At the same time and to avoid a buzzword death epidemic, let’s stop segregating Digital and Traditional advertising any more – it is simply Modern advertising. With time, the majority of consumer touchpoints will contain what we currently identify as digital elements – let’s simply recognize that there are different skill sets required for seamless, holistic communication that has consumers at the core, but that we must no longer separate the terms. Advertising has simply evolved, as everything in life has.
- So while we’re at it, why not remove the word Social Media from our advertising terminology and call it Modern Media which encompasses what we currently call traditional media, digital media, social media, earned media (consumer generated), owned media (client generated). It requires brands and agencies to culturally adapt to the new reality of communications in 2012 by recognizing that all of these may have a role to play, depending on the clients communications/marketing/media/CRM/PR objectives
So when will SocialMediaToday.com be launching their new website, ModernMediaToday.com? The domain name is available – Hehe
I would love your thoughts. What do you think?
NB. These are my personal views.
Myth #1 – ‘The great thing about social media is that it’s free.’ WRONG
Myth #2 – ‘Can you make us a viral video please.’ WRONG
Myth 3 – ‘It doesn’t matter that we have nothing to say – everyone will come to our Facebook page anyway.’ WRONG
Nothing dispels these commonly recurring myths more than the latest excellent, online efforts by Ultimat Vodka, whose objective was to capture the attention of a difficult to reach target group, predominantly tied to their offices by their work.
Ultimat created a video of a guy lowering himself down the side of an office tower in a window cleaning cradle, showing the workers written signs through the windows and encouraging them to stop working, get drinking.
Here is the video:
Why were their online efforts successful?
1. Insight about the people they wanted to reach
”White collar professionals spend a lot of time behind their desks, so leveraging something like video content that they can access through our Facebook page, made a lot of sense to us,” explained Jennifer Long, brand director, Patrón Spirits.
A typical approach for brands in this situation would be to produce a TV spot purchased in prime time along with other traditional media, some limited digital media to reach this elusive crowd.
Ultimat’s insight made them want to take the brand to the consumer where they worked,in an impactful and entertaining way
2. ‘Share-worthy’ Killer Content
I just mentioned that they brought their message to the consumer in an ‘entertaining’ way – all marketing/advertising content in 2012 needs to either entertain or provide utility to its actual and potential consumers. Ultimat did this.
The tone of the content is also vital to any project’s success – if consumers perceive it as ‘a corporation trying to be cool,’ it is doomed. Ultimat got the tone of their video just about right, in my humble opinion, as the reaction of office workers to seeing this strange man, seemed very natural.
3. Use of Paid media to help generate earned media
The best social initiatives online will not simply happen ‘virally’ on their own, as many people seem to think. Of course, there are numerous exceptions to the rule like :
but these are the creme de la creme of viral content that are not the norm, and the degree of success of these could not possibly have been predicted. Even Old Spice has used massive amounts of paid media to promote their great content.
If these 3 examples above of viral success were pop songs, they would be Bohemian Rhapsody.
If they were movies, they would be The Godfather.
But 99% of content that brands hope will go viral, are not even close to being a Godfather or a Bohemian Rhapsody in terms of their quality.
So they need help to amplify their brand message.
Ultimat used the following paid digital touchpoints to amplify their video content:
- Targeted Facebook buys leveraging their YouTube player
- They created a Facebook App called Social Life Audit that crawls users Facebook content and gives them a social life score based on how often they check into fun locations and whether they smile in photos. (Great use of technology.)
- Used Facebook Sponsored Stories to promote the App
- Ran pre roll ads on Hulu and other digital platforms
So next time someone expects you to produce the next Bohemian Rhapsody or Godfather content for your ‘viral’ campaign, just make sure you mention the ‘Ultimat Social Media campaign’ to them, which wasn’t free and which did have something very interesting to say.
And if they ignore your recommendation, they just might reply to you:
Nothing really matters
Anyone can see
Nothing really matters
Nothing really matters…….. to me !!
I absolutely love the strategy adopted by Porsche to thank its first million fans in Facebook ( I think this was done last year but I’ve only just come across it!)
They designed a brand new Porsche and printed the 1 million fans’ names onto it. Watch the time-lapse video showing what they did.
Then they created a special thank you page just for fun!! This is great too.
It’s extraordinary the way that Porsche has been able to make 1 million people feel special – now that is how to do ‘mass personalization, people !’