social media

Despite Measurement Concerns, CMOs Continue to Increase Social Marketing Budgets

  • Posted: September 7, 2015

CMOs continue to have concerns about the reliability of social measurement.  Only 15% of marketers surveyed believe they currently have the proper tools to prove the effectiveness of social media according to a survey of 255 chief marketing officers by Duke University’s Fuqua School of Business.

Despite these concerns, marketers expect to allot 23.8% of their budgets for social media over the next five years. According to Christine Moorman, a professor at Duke University’s Fuqua School of Business, and the Director of The CMO Survey, “Closing the measurement gap is an area that companies must address if they are going to move social media into the canon of marketing strategies.”

Among the factors contributing to these concerns: most advertisers are still in the learning phase, and nearly a quarter of social media activities are being performed by outside agencies.

Additional findings from this study:

-Social media spending is currently 10.7% of marketing budgets.

-Marketers rank their integration of social media in the overall marketing plan at 4.2 on a 1-to-7 scale.

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TV is a Major Driver of Social Activity

  • Posted: May 11, 2015

Yuyu Chen, writing for ClickZ, discusses a study by ShareThis, “Social TV Research Study.”

TV drives 11 percent of online sharing. On average 16 percent of viewers share ideas, opinions and content about the shows they watch. In terms of the types of programs and platforms with greater sharing:

-Reality programs create the most buzz.

-Streaming services, like Netflix, draw 2.1 times more social engagement than broadcast programs.

-Twitter is especially active during live broadcast time, followed by Facebook and Reddit.

This study also reveals that social activity helps drive TV viewership. Users who click on shared TV-related content are 2.4 times more likely to become viewers.

Social data provides vital insights into audience behaviors, and can increase viewership by current audiences and discovery by new viewers.

For more on this topic, check out the Advertising Tab in Morning Coffee.

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Tips to Increase Engagement With Facebook Image Posts

  • Posted: May 4, 2015

Angie Pascale, writing for ClickZ, discusses the power of images to increase brand engagement with consumers on social platforms.

Pascale states that photos receives 53 percent more likes on Facebook than the average post, and 84 percent more link clicks.

She suggests the following tips when creating and posting images on Facebook:

-Share the images of real people, preferably customers or influencers

-Focus on faces

-Use lifestyle imagery

-Write brief copy

-Encourage short responses to simple questions

-Create image galleries

-Capitalize on the nostalgia effect

Keeping the above points in mind when posting images on Facebook will increase consumer engagement with brands and products.

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New Product Launch Plans Impacted by Social Media

  • Posted: April 20, 2015

Joan Schneider, CEO of Schneider Associates, discusses the impact that social media has had on the launch of new products, services, businesses, and communities in a Harvard Business Review article.

Based on research published by Schneider Associates, the 2014 Most Memorable New Product Launch Survey, the media plan for a new product launch must carefully consider the target market.  Each generation has a unique media profile.

In general, consumers now seek information from six or more sources before purchasing a new product.  According to the Schneider survey, TV commercials are the most used source for new product launches, followed by Facebook.

Schneider provides ten tips for brand and marketing managers:

-Use social media as a supporting character, not the star performer.

-Use social media to leverage and support an in-person launch event.

-Use social media to build or capitalize on a consumer’s emotional connection to a brand.

-Use social media to support a launch by knowing the target demographic and their social media

preferences.

-Use social media to host contests that foster loyalty and reward brand.

-Use a blogger outreach strategy to help launch the product.

-Use a hashtag to create, ignite, and track the conversation on social media.

-Use visual social media to give people an inside look at a B2B company.

-Use social media to let consumers create the new product.

-To maximize effectiveness of a social media campaign, always stay ahead of “the next big thing.”

  

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Should Spanish or English Be Used in Social Media Campaigns Targeting the Hispanic Consumer?

  • Posted: April 20, 2015

Susan Kuchinskas writing for Portada Online considers the viewpoints of marketers targeting Hispanics via social media. Among her conclusions are that marketers must understand the levels of acculturation and the influencers when making the decision on language for the campaign.

Among the points made by the marketers in this article:

-Bilingual many not mean equally fluent in both English and Spanish.

-For American-born Hispanics, English with culturally relevant messaging might be a good approach.

-Context is an important factor in making the decision on language for the campaign.

 

 

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Instagram Content Helps Brands Maintain Strong Engagement

  • Posted: April 20, 2015

L2 examines the Instagram activity of 250 major brands in nine categories in its second annual Instagram Intelligence Report.  This report reveals that Instagram content, rather than audience size or posting frequency helps brands to maintain strong engagement with consumers.

Factors which contribute to stronger engagement include:

-Posting a variety of content, such as lifestyle photography and celebrities photos

-Attaching the brand to an influencer, which can be a person or an event

Posting more frequently actually has an inverse relationship with engagement.

Automotive brands and sportswear brands have high engagement rates.  Companies with the strongest correlation between audience and engagement often share a combination of Millennial popularity, strong lifestyle branding, and iconic visuals.

 

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How Social Media Engagement Leads to Sports Channel Loyalty

  • Posted: February 16, 2015

A paper in the journal Computers in Human Behavior looks at  users’ social media behavior during live events and explores whether different levels of engagement lead to channel loyalty. The research used a sample South Korean national panel data during the 2014 Winter Olympic Games.  Read more »

The Value of A Like

  • Posted: February 2, 2015

IPA Social Work’s review of 130 recent social media campaigns reveals that only 6% effectively assessed the business impact of the campaign. An article in Research highlights one CPG brand which was successful in quantifying the impact. Read more »

Word-of-Mouth Most Effective in Driving TV Show Views

  • Posted: February 2, 2015

Offline word-of-mouth tops social media, digital contact, and promotions in increasing the likelihood someone will view a show, according to CRE’s Talking Social TV 2. The findings, highlighted in AdAge, indicate that “offline communications and Facebook had more influence on likelihood to watch something when participants were not watching TV. Read more »

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