It is one of these questions, we always get asked in meetings and seminars. How much is social media growing, or is growth already declining? Search Engine Journal provides some good overview on the topic of growth and use in an infographic just recently released.
The most popular sites -in terms of how they are used by marketers- are still Facebook, Twitter, and Google+. Same as in the study from Global Web Index in 2013, Twitter still shows the fastest growth in social networks from an active user perspective, especially in the 55-64 age group.
In the time period from June 2012 to March 2013, Google+ increased their active user base by 33%. The age group of 45-54 years showed the fastest adaption growth in Google+ with a 56% increase.
And Facebook? Although they showed a 23% increase, especially the age group of 45-54 years is adapting the fast moving “Likes and Hypes” network.
From Falkow’s perspective, many corporate newsrooms do not provide the content and links that journalists “are looking for, and things they think are important, and things that make their jobs easier for them, and that they would therefore use that content more readily.” The value of pictures for content could be seen when Twitter started displaying pictures in peoples’ feeds, so that users did not have to click the link connected with it, she states.
The main findings from the survey…
– Just 37% of online newsrooms provide videos and embedded codes compared to 82% of journalists asking for it
– 49% of online newsrooms fail to meet the standards of images for publications, only 39% of corporate newsrooms offer an image gallery
– 53% of journalists find video important with content, but only 13% of PR professionals are adding videos to their news, and only one third have a video gallery in their newsroom
So, the question is why companies fail with their newsrooms? Sally Falkow’s answer is as simple as it is obvious: “The No. 1 reason that they quote is lack of resources and, also very close behind, lack of skills. They don’t know how to do it.” Based on the knowledge of their 2013 newsroom study, Peter Ingman, founder of the newsroom technology platform Mynewsdesk, responded: “The power of images and videos have become central parts when coaching companies on how to set up newsrooms with our technology. Providing news and information to journalists has to be three things: simple, simple, simple! It has to be an easy process of uploading data for companies and easy to implement the appropriate content articles and posts for the media contacts. Journalists need to have or find the essential data for their reports and articles without challenging search activities. Come, find, implement – this is the key to successful newsrooms!”
The way journalists work has not changed drastically over the last decade in the way investigating for the news content works. Check the media, check Google, check the brands. Newsrooms offer new opportunities to journalists, social influencers and brand advocates to access data faster with an “everything-at-a-glance” perspective. The use of implemented analysis tools, clever SocialCRM technology, and by changing the way employees are allowed to speak for their brands via online channels, newsrooms foster brand and trust building. However, newsrooms can sometimes be of good and bad experience as the standard in companies newsrooms varies, apart from the different technologies that companies use, from self-developed platforms to personalized SaaS newsrooms.
Often enterprises have got newsrooms up and running already like Daimler, AUDI, ING or Costa Coffee. Still, most SMBs don’t even think about it as they are still relying on their traditional way of spreading news via content distribution platforms – an outdated way in terms of the value it provides for SEO, and even more (or less?) for journalists. Companies should start thinking about providing value with their newsroom in the form of video quotes or brief updates or blog posts alongside photos about the latest developments or news in the company or the market. Quick and simple information bites that come via tweets, Facebook updates or direct mail out of platforms straight to the editor, optimized according to their user behavior. It will make a massive impact on brand reputation and the way journalists will work with corporate newsrooms in the future.
Many marketing, PR or product managers think about starting their own blogs when joining one of our inhouse or open seminars. And for most of them, it has become a challenge just finding the right topic that makes them outstanding with their product or service offering. This is not surprising, bearing in mind that there were already 74.874.233 WordPress websites out there when I wrote this post – and when you think about Blogger, Typepad, Tumblrs and all of those enterprise blogs, it becomes a mission impossible to find a niche that helps building brands.
Now, the guys at WhoIsHostingThis.com have published some helpful infographic which give us some quite good arguments on what matters when you start blogging.
There is no magazine without a smashing title. Ideally, you write about the topics you are an expert in. As people will want credible, meaningful and authentic blog posts, this is the only way to get your readers attention. Then, check out what readers do want, discuss and share on your topic via social media monitoring. This will make your content interesting and will prevent you from writing content that nobody reads.
Original or Curated?
If you have got the time to write original content, go for it. It’s the best for your reputation and shows your own mindset. And most importantly, Google likes original content which is more likely to rank better. Whenever, there are guest bloggers who want to contribute to your website, invite them.
However, the truth is that if you curate your competitor’s content or third party content from time to time (with a back link!), you jump into their fish-bowl. The easiest bit is if you use their infographics, webinars and branded industry blogs to expand their ideas and thoughts.
Find your style and stick with it. People want to feel “at home” and comfortable. Figure out when most people share your updates, or when it’s better not to send them live. If you can afford it, stick to an editorial calendar as people love publishing source they can rely on finding the relevant set of information that stands out.
Good luck (and if you need help), we are here to advice…
The questions we get asked by management team all over Europe are quite similar whenever it comes to best possible conversion times, or perfect hours and days to posting on social networks, to send out updates and to generate engagement. Although this might be an option to boost your social and web activities, it should be clear to everyone that if we all obey these options, we are challenging our clients more and more in generating engagement.
Above all, not all social media platforms are alike. The user types of social networks are different, depending on whether these are coming with a purchase intent, the idea to keep their friends up to date about their latest spare time activities, or whether they are looking for new job opportunities in career networks. Sentiment, time and openness for your updates might vary from minute to minute.
Mitt Ray summarizes some advice on when could be the best and worst time to publish your updates on Facebook, Google+, Twitter, Linkedin, Pinterest and Tumblr. Take it for whatever it is worth to you…
Obviously, all marketers are ROI-driven – or made to think that way. Not surprising then, the top priority in digital marketing comes to be increasing the conversion rates (47%), followed by increasing/improving brand awareness (46%) and collecting/measuring/using behavior-based data (29%). This is the outcome of the latest study by ExactTarget entitled “2014 State of Marketing”. The report, conducted between October and November 2013, gives insights from over 2,600 global marketers.
Although I would have expected from our conversations with clients that demand generation comes in as one of the top priorities, only 28% of the marketers said acquiring new subscribers, improving channels (24%) and leveraging actionable data is among their main challenges for 2014.
The good sign for publishers, consultants, advertising platforms and marketing service providers is that 98% of responding marketers plan to increase or maintain their digital marketing budgets. The rise in digital marketing spends goes primarily to data and analytics (61%), marketing automation (61%), email marketing (58%), social media marketing (57%), and content management (57%).
It would actually be interesting to have a study that asks marketers what they define as social media marketing. Why? Interestingly enough, only 34% of those marketers find ROI in social media marketing. As of a lack of definition, we cannot argue whether there is a misunderstanding in the definition or in the company’s approach to social media. Still, only 52% think their social media activities will actually pay out in ROI. But when Facebook, Twitter, and LinkedIn are cited as the most popular social channels for the respondents, I doubt that their social media approach is properly understood. At least there are positive signs when the repondents see that Google+ gets more impact with 18% planning to start in 2014.
Whether you use hashtags “#” or not, they have made their history since first introduced in 2007 by Twitter. They became the filter, not only for Twitter – also for special topics, for branding, for trends, and for what not.
Although many people ignored hashtags from the beginning on the social platform, they find more and more acceptance today, now that people know why they are in the world of social web communication. Their real increase in use cam with the year 2009, when the 140 character network decided automatically linking anything preceded by the pound sign.
Nowadays, if you want to get retweets, you better use hashtags as these tweets are 55% more likely to be shared than those without any #. Even Google+, Facebook, Instagram or Vine have started to accept the hashtag value. And Offerpop now introduced an interesting infographic which shows the history of the hashtag.
PS: Interesting to see that more people use hashtags on their mobiles than on their laptops or desktops. Mobile information is consumed in short time periods, so you better make sure people grab your information when they jump on the bus, the train or at a break at an event. Hashtags are the access keys!
A recent survey from Wildfire by Google and AdAge asked 500 executives from large companies how they budget, staff and measure their social media business. Over half (50,7%) of the surveyed managers work for businesses with $1 billion or more in annual revenue. It shows that marketers in enterprises are increasingly investing in people for this business topic. 46,5% of companies with revenues over $1 billion have a team of 50 or more employees looking after the social business.
Furthermore, they are not afraid of asking for help when needed: 65,5% use a mixture of agencies and in-house personell to manage social media. This is different to smaller companies with revenues of less than $1 billion a year. These companies tend to have one to five employees for social challenges, and almost two out of three use 62,4% use own resources, and not agencies.
From all respondents, 45,6% of respondents see their social media spendings rising by 10% next year; 15,9% see even an increase by 11% to 30%. Just 29,1% of the managers have a “pure” social media budget. Others managers seem to be getting their budgets from other marketing budgets like traditional media – 23.9% said their budgets are coming from print, television, and radio.
Keeping up the high level of audience engagement is the main issue for marketers. However, most managers are quite confident today about brand damage due to negative postings. This came in last in the concern list. This could have two reasons: Either shitstorms are not as problematic as some social media consultants define or describe them. Or all managers have a strategy in place how to handle these conversation issues.
Not surprisingly for us, finding tactics to effectively measure social media conversations is the second biggest concern for managers. Maintaining a consistent brand message came in third place probably as many companies have challenges in establishing a streamlined culture of social engagement in their company which we realize as one of the main management topics from top level management to “normal” employee.
Retailers managers also see metrics tied to ROI more important than other managers. Still, most companies (58,4%) are tracking content shares as their “most important or important” metric for measuring the ROI of social media. Counting followers comes in second (55,8%), number of page impressions (54,7%) finished third.
It is interesting to see that companies are still quite likely to put social media spendings under general brand marketing or digital media budgets. This obviously gives them more flexibility to shift budgets when needed. However, it also shows that the ROI in social media is not really proven in some companies. Predominantly retailers, followed by technology, media and entertainment companies, seem to be confident that there is a reason for social media budgets and have already dedicated budgets just for social.
When I am on (biz) travel to see clients, I am very much a cross-platform user. Sometimes, I book and buy from my tablet, then from my smartphone, and less often via my laptop. In the hotel room, I use my laptop, at the airport lounge the tablet comes into play, and between meetings more often I just use my smartphone: 3 screens, always-on but hard to catch for marketers.
True? Well, some recent by Google states that almost two thirds of travelers are interested to book and buy travel products “whenever they can” and “wherever they can”. It becomes clear that hyper-connected travelers spend 30% more than less-connected travelers. As you can read from the infographic by Monetate the always-on active travelers show some significant purchase habits…
– 74% of travel consumers who use tablets were under 45 years
– 40% of travelers plan their trips via smartphones and tablets
– 32% of business travellers use smartphones to book their travel (under 30 years)
– 7.5% of all online travel bookings came from tablets
According to a recent “2013 Social Media Survey” by Proboards the interactive communication preferences across platforms are still heading towards forums. Although you might think that they asked their own users (which is probably right), the survey still shows the importance of forums and communities. For their results the company promoted the research toover 150 respondents via Facebook, Twitter, and the ProBoards customer support forum.
The study claims that online forums are still popular. What was interesting for me to see is that they were even preferred compared to social media platform for interactive communication. Two out of three respondents (67%) stated that forums were the social media tool they found most valuable. Obviously, Facebook, Twitter, blogs, and Google+ follow but the question here could be asked whether most people realize that all these platforms are also forums if used in the right way. That LinkedIn did not figure in as a significant social media tool is in my eyes not correct as the forums there within, are very powerful and interactive, plus they generate very valueable input for managers.
“The survey results do not surprise us since platforms such as Facebook and Twitter do not give you the level of control that forums do,” said Patrick Clinger, founder and CEO of ProBoards. “Forums provide greater customization and more options…”
Forums -although we would define them as communities according to our Community Centric Strategy- offer a great way of engaged communication, and probably with better and deeper quality than any other social network. There is more information in the infographic attached…
It is one of these questions that many brand marketers are asking themselves: What makes us reach the top search results on Google? A recent report based on Searchmetric data for 10,000 top Google search keywords sheds some light here. It was based on correlations and website characteristics of 300,000 URLs appearing in the top search result position in the US between March 2013 and June 2013.
The report shows that those websites tend to perform best that have a high social impact in terms of likes, shares, tweets and Google “+1″‘s. It also makes clear that there is a realationship between ranking high on Google and collecting Google+ links to achieve better ranking impact which the graphic below indicates.
Despite common believe that fast website performance through intelligent on-page coding might create some benefit for the search ranking, the study shows that just not having it will let websites achieve lower rankings. This means that SEO basics like having H1 and H2 tags or providing brief descriptions now are seen as standards but won’t support any boost effect.
Still, content is king for Google. Good rankings were correlated always positively with good and unique content and had a bigger effect in 2013 than the year ago. As main ingredients of positive content can be named a clever internal link structure, a URL with a clear message and longer text plus a sensible number of integrated (audio)-visual files. This could be as of the fact that Google wants to boost their own pictures search sites and obviously Youtube.
Keywords keep up their impact on the rankings. On the page, they still need to placed in the title as close to the front as possible and in the text they need to be placed wisely as well. As of some algorithm changes compared to 2012, the importance of keywords in the domain name or the URL has lost its significance.
According to the report, websites of brands and other domains seem to play on different levels for Google. Obviously, brand websites seem to be superior to normal sites. The report states that it looks as if the search engine finds it normal for brands to generate more backlinks with the brand name appearing in referring content pieces alone.
The infographic provides some more information – and if this version is too small, just click here and download it…