Tag Archives: social media

Thoughtful Social Media Strategy and Why You Should Avoid Interrupting Your Customers

Thoughtful Social Media Strategy And Why You Should Avoid Interrupting Your Customers

According to a study done at Carnegie Mellon University, interruptive advertising can have a negative impact on a consumer’s impression of a brand as well as their willingness to pay for the brands products. This is an important factor to consider in social media marketing. With the growth in mobile and the expansion of social media networks, consumers have more and more outlets and opportunities to consume information.This is good and bad for brands and retailers. They need to focus on thoughtful social media strategy to continue to attract and engage consumers.

broadcast-interrupted

In one respect it gives brands and retailers more mediums through which to reach their customers. However, the flip side of it is customers have more ways to ignore advertising which is commonly known as “banner blindness”.

For many marketers, native advertising on social media appears to be a good solution to the issue of banner blindness. However, the study by Carnegie Mellon raises the question: can blanket native advertising backfire?

In the Carnegie Mellon study “Do Interruptions Pay Off? Effects of Interruptive Ads on Consumers’ Willingness to Pay,” one group of participants were shown ads while playing an online game, and then asked to give a price they would be willing to pay for a coffee mug with the branding of the ad they were shown. The control group was allowed to play the game uninterrupted and then asked the same question.

The results showed, the price participants were willing to pay for the mug dropped when they were interrupted during the game. The study went further, demonstrating interruption can also negatively impact overall brand image. Open ended questions showed participants had more overwhelmingly negative feelings towards the brand responsible for interrupting their game than the control brand that did not interrupt their game.

This study shows us the importance of thoughtful advertising. Social networks provide a great opportunity to reach your target market and tailor your ads to their needs. However, you have to make the ads seamless within the user experience in order to avoid interrupting your customers. The consumer’s use of a social media network should drive the kind of advertising your brand displays.

Consider the following: Facebook is used to connect and stay in touch with friends, Pinterest is used for inspiration, and Twitter is for staying up to date with news and events.

• Facebook provides a great opportunity to connect with loyal customers, people who willingly engage and see your brand as a “friend”.

• Pinterest is a great place for more traditional product advertising, use editorial images of your products to inspire your customer.

• Twitter is a great platform for announcements, including; sales, contests, and events.

Let each social media’s strength, content style and usage drive your advertising strategy to avoid interruption and potentially damaging your brand’s image.
 
 

Better Social Media Techniques Increase Fan Interest, Engagement

Better Social Media Techniques Increase Fan Interest, Engagement

Due to the ever increasing number of people using social media sites such as Facebook and Twitter, businesses and organizations, such as professional sports teams, are expanding their marketing and communication efforts to engage people with their brands through those sites. Now, Nicholas Watanabe, an assistant teaching professor at the University of Missouri, along with colleagues from MU and Louisiana State University, analyzed Major League Baseball (MLB) teams’ use of Twitter to engage and increase fan interest. They found that the more individual teams released original content from their Twitter accounts such as score updates or player profiles, the more followers they gained and engagement they initiated. The researchers say their findings could provide guidance for many businesses struggling with how to use social media.

https://digitalnucleus.files.wordpress.com/2012/11/twitter-bird-on-baseball-social-media-612x300.jpg

“The common way of thinking for businesses, including professional sports is that they need to be on social media,” said Brian Soebbing, a co-author on the study. “However, little research has been done on how businesses and organizations can maximize their consumer engagement and interaction on social media, and thus very few best practices exist that are backed by research. This study shows what works to drive fan or customer engagement, as well as what is not successful. Business managers know they need to be on social media, yet many do not know how to handle social media metrics to maximize positive outcomes for their businesses. Hopefully this paper is one step toward providing insight into that practice.”

For their study published in the Journal of Sport Management, Watanabe, Grace Yan, an assistant teaching professor at MU, and Brian Soebbing, an assistant professor at Louisiana State University, analyzed the Twitter accounts of all 30 MLB teams over 13 consecutive months. By monitoring the daily rise and fall in the number of followers for each team’s account and combining those trends with the amount of activity from each account, the researchers were able to determine which activities led to gaining more Twitter followers.

They found that day to day increases in content creation and differences in team success on the field caused little change in the number of Twitter followers. However, they found that larger trends made significant differences in fan engagement and total followers for each account.

“We found that trends such as an increased number of total tweets from an account over a long period of time as well as long winning streaks, overall winning percentage, and how often teams played on national television all helped increase the number of followers a team had on its Twitter account,” said Yan, who is in the MU College of Agriculture, Food and Natural Resources. “On the other hand, long losing streaks and fewer tweets in general correlated with losses in total number of followers. This shows that while teams’ social media producers can’t necessarily control success on the field, they can make a difference in maintaining fans by continuing to create social media content to engage existing fans and potentially bring in new ones.”

Watanabe and his colleagues also found that while higher levels of activity on teams’ Twitter accounts such as original content creation led to more followers, that trend did not apply to activities such as “favoriting” or “retweeting” messages produced by other people. The researchers say that although this study focuses on MLB teams, the findings can apply to teams in all professional sports, as well as many businesses looking to engage fans with their brands.

Watanabe says the next step in this research is to analyze the rise and fall of MLB teams’ followers in economic terms. He says being able to place a monetary value on Twitter followers and engagement is an important aspect of future research on social media as a business application.
 

Most-Tweeted Sports Event In History: Germany vs. Brazil

Though the 2014 World Cup action has begun to die down, now with only two teams remaining, the social media frenzy surrounding the tournament has not.

During Tuesday’s semi-final match, where Germany dominated host nation Brazil with a 7-1 victory, tweets reached a peak volume of 530,166 tweets per minute – making it the most talked about sporting event in Twitter history. The match itself generated 35.6 millions tweets total.

The Germany vs. Brazil match easily broke the previous record (from Super Bowl 2014) of 24.9 million tweets, with a maximum volume of 381,605 tweets per minute. Germany vs. Brazil also beat out the next-most tweeted World Cup game, the Brazil vs. Chile match, which earned 16.4 million tweets (TechCrunch).

Germany’s fifth goal, scored by Sami Khedria in the 29th minute, was the most talked about moment of the game: it provoked 580,166 tweets per minute (yet another new record). Toni Kroos’ pair of goals were not far behind with 497,425 and 508,601 tweets per minute.

GER v. BRA

Germany’s Miroslav Klose was the match’s most mentioned player, after becoming the all-time record goal scorer in World Cup history, with 16.

Though much of the game’s tweets were directed at the action, many saw the embarrassing loss for Brazil as an opportunity to poke fun at the country.

Social media chatter extends far beyond the matches: on Saturday night, Rio’s famous statue of Christ the Redeemer will be lit up in the colors of each of the finalist’s flags (Germany and Argentina) from 7-9 PM. To encourage even more participation, Twitter has created a campaign in which users can vote using #ArmsWideOpen followed by #GER or #ARG. Whichever team receives the most amount of tweets will see their colors will be lit the longest; the results will change in realtime as more fans vote.

For the past month, the World Cup has created quite a buzz around social media, sparking over 300 million tweets and over a billion Facebook interactions. By the end of Sunday’s championship match between Germany and Argentina, signifying the conclusion of the tournament, the 2014 World Cup is expected to be the biggest social media event ever.

World Cup Social Media Fever: 53% of US Smartphone Users Plan To Use Facebook To Discuss The Games

eMarketer FacebookWith the 2014 World Cup in full swing, it has become evident that soccer has taken over social media, especially when it comes to Facebook. Facebook remains the preferred outlet for fans to discuss the tournament’s action, as more than half of U.S. smartphone users following the World Cup plan to communicate through Facebook while watching the event, according to eMarketer. Facebook (53%), tied with SMS(phone texting), beat out Twitter (28%), phone calls (25%) and Skype/chat apps (18.8%).

During Monday’s action between the U.S. and Ghana, 10 million Facebook users generated more than 15 million interactions on the network, according to AllFacebook. Engagement during the Germany-Portugal match was greater, with over 22 million people producing more than 46 million Facebook interactions, and even bigger was the tournament’s opening match between Brazil and Croatia with over 58 million users, and 140 million interactions.

The Germany-Portugal match generated over 8.9 million tweets, only second to the 12.2 million tweets created during Brazil-Croatia. 4.9 million tweets were sent during the U.S.-Ghana match (Variety).

To commemorate the impact this avalanche of World Cup social media posts are having, the Oatmeal has helpully created a cartoon non-soccer fans can relate to.

The U.S.-Ghana match attracted 1.4 million viewers; a record for WatchESPN.

The U.S.-Ghana match attracted 1.4 million viewers; a record for WatchESPN.

This year’s World Cup has also broken global internet-video streaming records. Monday’s match between Germany and Portugal reached a video streaming peak of 4.3 terabits on Akami Technologies’  network (outweighing the previous record of 3.5 terabits, recorded during the U.S. v. Canada men’s hockey semifinal in the 2014 Winter Olympics). For WatchESPN, the U.S.-Ghana match attracted 1.4 million viewers, and 62.4 million viewer minutes, making it the most watched event in the digital-video service’s history.

The family of ESPN networks is recording some of its best TV ratings as well. Through the first 11 games, ESPN, ESPN 2 and ABC have averaged 3.7 million viewers; a 2% increase from the 2010 World Cup (that number would be increased to an astonishing  37% if the ratings of a weekend match between the U.S. and England were set aside). As the tournament contiunes, World Cup fever is only expected to heighten, and with a much anticipated match between the U.S. and Portugal on Sunday, viewer ratings and social media posts are expected to rise even more.

With the World Cup underway, how does your brand plan on joining in on the action?

 

Social Media Campaigns Kick-Off 2014 World Cup

Today marks the start of the 2014 World Cup, a month-long event highly anticipated by fans – and marketers – around the globe. Social media is expected to play a huge role in this year’s tournament, and we’ve compiled some of the most popular and creative marketing campaigns centered around the event:

Hyundai's dedicated Tumblr site will release 120 pieces of football related artwork including GIFs, quotes, illustrations and short films throughout the 2014 World Cup.

Hyundai’s dedicated Tumblr site will release 120 pieces of football related artwork including GIFs, quotes, illustrations and short films throughout the 2014 World Cup.

Hyundai teams with Tumblr: At the heart of Hyundai’s World Cup sponsorship lies the #BecauseFutbol campaign, driven by a Tumblr microsite. The site will contain 120 pieces of football related art, including GIFs, quotes, illustrations and short films, all to be released periodically throughout the tournament. There will also be a realtime element to the Tumblr site; other pieces of art will be created on the fly based on which threads are most popular as the tournament progresses. Three-fifths of the site’s content will come from six Tumblr influencers/artists, while the remaining artwork will come from Hyundai’s creative team.

Memes will also play a large roll on the site; a new tool allows users to either design their own art or remix existing illustrations, and share them across different social media platforms.

To attract users, some of this artwork has been put on display in New York City’s Times Square.

Hyundai also added a feature to its site called “where to watch“, helping fans in 12 cities find a nearby venue to catch their team’s game.

Adidas is “All in”: Adidas’ “All in or Nothing” ad campaign is projected to be the biggest marketing crusade in company history. The campaign’s official video features global football sensation Lionel Messi, along with a new Kanye West track. In the final frame, the ad asks viewers to click either an “all in” or “nothing” button. Those who click the “all in” button will receive up-to-date Adidas World Cup news through #Allin or Nothing and email, and those who click the “nothing” button will see images of (basically) nothing.

Other Adidas World Cup ads online have featured international football stars David Beckhman, Zinedine Zidane, Gareth Bale and Lucas Moura. One recent ad garnered over 14 million views to date, and the campaign’s signature ad has earned nearly 34 million views (see below).

Adidas is also launching a live YouTube web series  called “The Dugout“, allowing fans to take part in interviews, Adidas product reviews, and behind-the-scenes World Cup action.

Coca-Cola's Happiness Flag is composed of user generated photos submitted via Facebook and Twitter.

Coca-Cola’s Happiness Flag is composed of user generated photos submitted via Facebook and Twitter.

Coca-Cola celebrates “The World’s Cup”:  Coca-Cola is recognizing football as a globally unifying force through “The World’s Cup” campaign. With the “One World, One Game” YouTube ad, the new “World Is Ours” official World Cup anthem, and FIFA World Cup Trophy Tour, Coca-Cola looks to deliver to its audience the most accessible World Cup in history. Also, to kick-off the global event, Coca-Cola has invited fans to be a part of the largest flag photo mosaic ever created, by submitting an image either through Twitter or Facebook. The Happiness Flag will be unveiled before the opening match between Brazil and Croatia.

Coca-Cola has also introduced a new section of branded content in the gaming app QuizUp, which includes 18,000 trivia questions specific to every team competing for the Cup.

McDonald’s “Trick-Shots” the competition: The controversial Trick Shot ad launches McDonald’s “Gol” campaign, which has stolen much of the attention surrounding World Cup social marketing. For the first time in brand history, McDonald’s has redesigned the packaging of the French fry box as part of the new McDonald’s Gol! app. Using one of the twelve new fry boxes, customers can download the app and begin playing. Here’s how it works:

How does your brand plan to keep up with this year’s World Cup?

Social Networking Stats: Millennials Are 56% More Likely To Find Brand Content On Social Networks

The #RLTM Scoreboard: Social Networking Stats for the Week

Facebook: 1.23 billion monthly active users via Facebook
YouTube over 1 billion monthly unique users via YouTube
Twitter: 255 million monthly active users via VentureBeat
Qzone: 599 million monthly active users via TechCrunch
Sina Weibo: over 500 million users via The Next Web
Renren: over 170 million users via iResearch iUser Tracker
VK: over 230 million registered accounts via VK
LinkedIn: 300 million members via LinkedIn
Google Plus: 343 million monthly active users via GlobalWebIndex
Tumblr: 189 million blogs via Tumblr
Instagram: 200 million users via Instagram
Vine: 40 million registered users via Vine
Tagged: 20 million unique monthly users via Tagged
Foursquare: 45 million users via TechCrunch
Pinterest: 70 million users via The Next Web
Reddit: 113 million monthly unique visitors via Reddit
WhatsApp: 500 million users via WhatsApp
Messenger: 200 million users via re/code
SnapChat:  ???? via TechCrunch

Please email marissa@modernmedia.co if you have additional updates, or a social network that you feel should be on the list.  

Millennials Are 56% More Likely To Find Brand Content On Social Networks

The average millennial checks their smartphone about 45 times a day, and is 56% more likely to find brand content on social networks than on search engines or other online news feeds, according to SDL’s global study.

SDL's Content Finds the Customer study found that Millennials  are 56% more likely to find brand content on social networks.

SDL’s Content Finds the Customer study found that Millennials are 56% more likely to find brand content on social networks.

Here are some highlights from the study:

  • Millennials embrace social media platforms: 5 out of 6 millennials claim they connect with companies through social media networks.
  • Millennials first turn to social networks for content discovery: Among this demographic, Facebook is the most popular platform for content in the UK (52%), the Netherlands (38%), and Germany (44%). YouTube and Twitter are a close a second. Email and search engines, once popular, remain as a last resort for content discovery.
  • Social media outweighs email: On an average day, millennials share roughly 6 pieces of content through social media, and only 5 through email.
  • Millennials crave customized content: From social networks to news feeds and music streams, millennials prefer content that can be adjusted to fit their taste. 71% of millennials are more likely to listen to customizable music streams, like Spotify and Pandora, than local radio stations.
  • A quick response time is key: Millennials claim that rate of response is most important when communicating with brands; they prefer instant gratification approaches, like online technical support though chat.

“Our survey shows that social is the channel of first choice for millennials, and that will have broad implications for marketing as brands seek to build trust and relationships with this important demographic,” says Paige O-Neill, CMO of SDL

Is your content ready to find millennial customers?

SDL’s Content Finds the Customer Study sampled more than 1,800 millennials from ages 18-36, with roughly 300 respondents each in the US, UK, Australia, Norway, Denmark and Netherlands. The survey was conducted between January and April 2014.

Asia-Pacific Will Account For One-Third of All Twitter Users In 2014

The number of Twitter users worldwide is projected to increase by nearly 25% in 2014, according to new estimates from eMarketer. By 2018, overall social media growth is expected to reach double-digit gains, and Twitter is calculated to expand by nearly 11%, reaching about 400 million users worldwide.

Users By Region [eMarketer]This year, the Asia-Pacific region will make up one-third of all Twitter users – well above North America’s 24%. By 2018, eMarketer predicts that Asia-Pacific will account for 40% of worldwide Twitter users; this number could rise significantly if China lifts its ban on Twitter in the coming years.

India and Indonesia will see the greatest amount of growth on Twitter in the foreseeable future, as both countries are currently experiencing increases above 50%. By the end of 2014, India and Indonesia will have the third and fourth largest Twitter populations in the world.

Marketers should take note of this international growth, but also be aware that Twitter users in the U.S. account for nearly three-quarters of Twitter’s overall ad revenues, despite only representing about 20% of Twitter users globally (eMarketer).

The report is based on an analysis of Twitter users from 400 data points and more than 90 sources. Note: eMarketer calculates their statistics based on consumer survey data in order to avoid corporate accounts, users with multiple accounts, and other causes of double-counting data; as a result, their figures differ from Twitter’s reported 255 million monthly users.

Sony Builds Interactive Social Media Hub For 2014 World Cup

Sony has teamed up with media agency Isobar to create a new interactive platform for this year’s World Cup, called One Stadium Live. This online forum, which opened on May 1st, compiles the comments and conversations of soccer fans across the world on Twitter, Facebook, and Google+, organizing them all on one website.

One Stadium Live will highlight the event’s most recent – and talked about – news, results, and (of course) conflicts. The forum will also keep statistics on all 32 teams and their players as the tournament progresses. Sony’s “Newsroom Team” will work around the clock to maintain the site, both leading up to and during the tournament, in six different languages.

Sony's One Stadium Live allows for soccer fans across the world to connect using a single website.

Sony’s One Stadium Live allows soccer fans across the world to connect using a single website.

This effort is part of Sony’s One Sony campaign, which is an attempt to use technology to help tell stories and display how customers feel. Nick Bailey, CEO of Isobar, sums up the user experience: “You’ll be able to tune in and see what people are saying, but in an engaging and entertaining way. It won’t feel like just a load of Twitter hashtags – it will be a snapshot of what the world is feeling” (AdAge).

One Stadium Live will evaluate the meaning of each post and group together similar comments, allowing fans to interact on a global scale. To safeguard against unwanted messages within these conversations, Sony’s up-to-date technology protects against bots and retweets. The Newsroom team is also in charge of moderating posts to eliminate racist and drug-related comments.

Bailey boldly predicts that 60% of all tweets during the month of the World Cup will be dedicated to the tournament’s action. With an exponential rise in the use of social media platforms between the 2010 World Cup and today, One Stadium Live provides a unique venue to aggregate the increasing amount of conversations soccer fans are having across the world. Through clean, yet spirited communication, this online hub hopes to bring fans closer to the action, and make them feel a part of this global tournament.

Users can quickly browse between the World Cup's "loudest" and "posts" from Twitter, Facebook, and Google+ all at once with One Stadium Live's easy -to-use home page.

Users can quickly browse between the World Cup’s “loudest” and “latest” posts on Twitter, Facebook, and Google+ with One Stadium Live’s easy-to-use home page.

Trials using One Stadium Live were held during international friendly matches in preparation for the World Cup, and resulted in high engagement around a wide range of conversation topics (some examples: team strategies, jerseys, and which players are “hot”).

Following the conclusion of the World Cup, Sony and Isobar plan to modify One Stadium Live into a platform for other major sporting events and shows around the world (one possibility: the next Academy Awards).

Social Media News Ticker: Tumblr Users Can Now Customize Blogs Via Mobile

Check out this week’s summary of all the latest social media news, including changes and new features for Twitter, Tumblr, Foursquare and Snapchat:

Tumblr mobile update

Tumblr’s app update allows users to customize the way their blog looks on mobile

Twitter

Tumblr

  • Tumblr’s mobile apps finally get full-on customization tools – Tumblr released an update to its mobile app allowing users to edit blogs via mobile, as well as change colors, images or pretty much anything else users can change on desktop; choosing a color will even change how the interface looks on others’ devices (Engadget)

Foursquare

  •  Foursquare freezes Mayors ahead of Swarm launch – as of last Friday, Foursquare users can no longer oust mayors within the Foursquare app; mayorships are frozen in place as the company prepares to launch its new app Swarm (PC Mag)

Snapchat

Any social media updates that we missed? Let us know in the comments below.

Half of IT Decision Makers Use Social Media To Make Buying Decisions, #RLTM Scoreboard

The #RLTM Scoreboard: Social Networking Stats for the Week

Facebook: 1.23 billion monthly active users via Facebook
YouTube over 1 billion monthly unique users via YouTube
Twitter: 241 million monthly active users via re/code
Qzone: 599 million monthly active users via TechCrunch
Sina Weibo: over 500 million users via The Next Web
Renren: over 170 million users via iResearch iUser Tracker
VK: over 230 million registered accounts via VK
LinkedIn: 259 million active users via LinkedIn
Google Plus: 343 million monthly active users via GlobalWebIndex
Tumblr: 181 million blogs via Tumblr
Instagram: 200 million users via Instagram
Vine: 40 million registered users via Vine
Tagged: 20 million unique monthly users via Tagged
Foursquare: 45 million users via TechCrunch
Pinterest: 70 million users via The Next Web
Reddit: 114 million monthly unique visitors via Reddit
WhatsApp: 450 million users via Facebook
SnapChat:  ???? via TechCrunch

Please email marissa@modernmedia.co if you have additional updates, or a social network that you feel should be on the list.  

Half of IT Decision Makers Use Social Media To Make Buying Decisions

How much does social media influence business technology buyers? According to new data from Tap and Mindwave Research, out of a projected 4.9 million U.S. decision makers in the tech business, more than half (2.8 million) use social media to make work-related IT decisions.

Many business technology buyers are absorbing IT-related information on social sites; 70% read IT-related posts or updates. Some participate more actively, including the 43% that view or share IT-related videos or links on social media. Over one-third (36%) of tech decision makers go further, posting questions or reviewing comments on social media. More than one in five (22%) have posted an IT-related status update.

Check out the infographic from Tap/Mindwave Research here:

Infographic from Tap | Mindwave Research