When I started my blog some years ago, people in my industry were shaking their heads and wondered what the benefit was to be a “social media professional”. Some asked why I was wasting time on social networks like Twitter, Facebook & Co., and what the ROI is in writing blog posts and then sharing them. Some wondered how I managed to stay on top of the main trends and developments in the “social web” world. Well, time is passing by and people start to be getting answers.
In the last years, many companies have thought about hiring a social media specialist, or have even given it a proper job description. Still last year, we went into companies and found some young interim or part-time freelancer being responsible for the feedback on the 3R’s (ratings, reviews and recommendations!) of their own social customer. Often these people earned nothing but a smile from their colleagues.
These days seem to change. Can it be that companies understand the value of engaging with their customers on the social web – the place where they not only spend a lot of their spare time? They actually do marketing, sales, customer service, employer branding and much more for companies and brands. Some companies still have not understood though…
Now, the social marketing platform Offerpop has created a nice infographic based on data from LinkedIn that shows a staggering 1,357% increase in social media jobs posted on LinkedIn in the last three years.
dmexco 2013 is over.
The growth trend of the digital marketing show is impressive and continues to write a promising history.
Visitors: 26.300 – increase by 16% compared to 2012
Exhibitors: 742 – means over 164 exhibitors more than 2012
International attendance: approx. 25% of visitors and of exhibitors
Satisfied visitors: More than 80% were happy with the event and exhibitor presentations
Future of Digital Marketing
1. “The era of digital marketing is over. It’s almost dead. It’s now just brand building.” Marc Pritchard, P&G http://bit.ly/15eHlWR (Tweet by Armando Alves) – Watch Closing Keynote Day 1
Future of the Moment
2. “Twitter is a reflection of our individual and shared moments, which is why it gives all of us, including brands, the opportunity to engage and to act. In short, it allows us to be in the moment.” (Quote by Katie Stanton) – Watch Closing Keynote Day 2
In another year as a co-moderator of the dmexco conference program, it was a great honor to moderate
the “Women Leadership Table” for the second time – this year Denise Colella (Maxifier), Noelia Fernández Arroyo (Yahoo!), Anne Frisbie (InMobi) and Ashley Swartz (Furious Minds) attended. Thank you ladies, you were smart and know why analytics, mobile, social, and content seed the future of brand success.
The moderation of the panel “Realtime Branding” (Social Media) was a great pleasure for me. Here we had Sarah Wood (Unruly), Surjit Chana (IBM), Brian Goffman (LinkedIn), Holger Luedorff (Foursquare) and Markus Spiering (Flickr/Yahoo!) at the dmexco bar table. Learnings? If there was a network with a limitation of 50 words, they would be able to manage it perfectly. Just watch the debate until the end to get their expert view on what you as a marketer should invest in to leverage social media.
The challenges for brand marketers haven’t changed massively since 2012. Big Data is still rocking and not yet fully understood in companies in terms of how to make use of it in the future. In case they are seeing the benefit, they still need to hope for a value chain between publishers, agencies and the LUMAscape players to cope with the evolution of adtechnology – and some will still try to find an agency to manage the data for them. Marketing and cloud services might become a new opportunity to analyse and measure the data for a clever strategy between going to market with long-term “content strategy” (community, monitoring, pull) and the short-term “campaign” (banner, SEO, push) approach – whether in social commerce, mobile or social. The digital future will remain exciting – stay tuned.
Looking forward to the next dmexco in Cologne, September, 10. and 11., 2014 – CU there!
With their recent study The Creative Group predicts that the majority of advertising and marketing executives (62%) expect an increase of their company’s spending on Facebook marketing in the follwoing twelve months – 9% more than they predcited one year ago.
Not surprisingly, the advertising spend on Facebook leads the list of social ad spendings. However, the majority of executives will also invest in other channels more than last year: LinkedIn (51% up from 38%) and Google+ (50% from 41%). Twitter is also on the plan for a budget increase with 48%, as well as Youtube (40%), Pinterest (35%) and Instagram (32%)
Although this shows a great breakdown of all industry sectors and job titles in an overview, the different industry segments and job titles varied in their view on budget increase:
– Large companies (100+ employees): 74% of marketers expect an increase in Facebook spend
– Smaller companies (100-249 employees): 60% predict an increase for Facebook spendings
– 57% of advertising executives expect an increase in spendings
– 48% of marketing executives expect an increase in ad spends
– 12% of marketing execs expect a decrease in spend
– 6% of advertising executives expect a decrease
The study was based on a US survey of 300 marketing executives and 100 advertising executives.
How about your marketing budget planes with Facebook, Twitter and the likes? Increase or decrease?
They are on increasingly on Twitter (77%), Facebook (70%) and Youtube (69%): Fortune 500 companies. However, in terms of blogs (34%), Google+ (35%) or Pinterest (9%) they seem to be a bit behind or not seeing the value. And the report obviously forgot to look at LinkedIn. This is the findings of one of the latest research pieces of the Center for Marketing Research at the University of Massachusetts, Dartmouth.
Although from our perspective, blogging is seen to be the essential starting point of a social media strategy, most companies are not there yet. Not all industries see corporate blogging similar. The use varies significantly by industry. It is striking that no company in the pharmaceutical and tobacco section blogs. In contract, 53% of Fortune 500 companies in the telecommunications industry do. Almost 80% of the blogs show regular activity, have got RSS feeds, appreciate comments and offer subscription.
Twitter is used in eight out of the top 10 companies (Apple, Chevron, Exxon, Ford Motors, General Electric, General Motors, Phillips 66, and Wal-Mart). All these companies offer frequently status updates on Twitter. Just Berkshire Hathaway and Valero Energy are missing out. Interestingly enough, Facebook has got most followers on Twitter. Google comes in second, then Starbucks, Whole Foods Market, Walt Disney, JetBlue Airways, and Southwest Airlines.
On Facebook only Exxon is not showing up with an account. The rest, nine of the top 10 companies (Wal-Mart, Chevron, Phillips 66, Berkshire Hathaway, Apple, General Motors, General Electric, Valero Energy, and Ford Motors), has got a Facebook page. Obviously, the special retail shows strong use of Facebook (96% with a Facebook fanpage) versus 44% in the utilities sector. That Facebook has most Facebook fans is not surprising. Coca-Cola is number two with 66 million fans, followed by Walt Disney, Starbucks, Wal-Mart, and Target. These companies all collected more than 20 million fans.
What we found interesting in the report is the mention that 59% of companies link to the social platforms from their corporate homepages, whereas for the other companies it required the research team some additional searching. Looking at further social networks and results shows the different strategies. From companies ranked in the top 10 just Berkshire Hathaway has got its own YouTube account. In terms of Google+, 35% use their Google+ accounts actively while 19% set up corporate accounts which are unactive. 50% of the top 10 companies got actove Pinterest boards (Apple, Exxon, Ford, General Motors and Wal-Mart). And although Instagram is now a part of Facebook, only Ford Motors opened an account here, as Wal-Mart is the only top 10 company making use of Foursquare.
Some say, email is a dead media, some know it is not. At least not on smartphones in the U.S… For American adults email is still the most common activity on smartphones. In the second place comes Web browsing, closely followed by using Facebook. This is the result of the “Always Connected” study from IDC. The study is based on feedback from more than 7,400 iPhone and Android users between 18 and 44 years old.
These are the main findings of the study….
– 78% check email on smartphones
– 73% browse websites
– 70% using Facebook in some way
– 131 minutes per day communicating on their smartphones
– about 33 minutes of the above are spend on Facebook.
Now, it has to be mentioned that the study was sponsored by Facebook. The study supports the fact how important Facebook is for the communication via smartphones. It also makes clear how much time users of social networks spend their daily time when they are out on the streets, at work, at shopping or following sports activities. Obviously, most of the time is spend on Facebook – in eight different activities, people responded that they are almost 4-5 times more likely to be on Facebook than using Twitter or LinkedIn.
The value of the study can in some way put into question, although we have seen many studies in the last years that demonstrate the importance of direct one-to-one communication on Facebook and the mobile use of Facebook. Another study by Localeze/15miles/comScore Local Search found that not email but search is the main activity of the mobile users. However, the approach of the study was different. It looked at people not only in the 18-44 years range and it proved the use of smartphones and tablets. there must be a reason why Facebook sponsored this study. I would not be surprised if they will publish some new mobile advertising opportunities soon.
After our input on Twitter’s growth yesterday, let’s have a look at the performance of the other social networking platforms: Google+, Facebook, LinkedIn, Pinterest and… ok, again Twitter.
The guys from Pardot had a look at the changing social landscape and the challenges for marketers with respect to those social platforms in 2012. With many other challenges like lead generation, email marketing, offline activities or media, the selection of the right social networks becomes more and more difficult.
In order to offer some advice to marketer, Pardot created the following overview of each major social network’s performance in 2012. The ROI estimates are based on audience, growth rate, and audience composition, and are calculated to convey potential return for B2B marketers, says their blog post.
Embedded from the Pardot Blog
Many big companies take sales for granted. After all, they’re big for a reason, whether it be a unique service or simply providing so much for so little it’s inconvenient to go anywhere else. Even if they don’t go out of their way to reach customers, they will still get sales with a little bit of marketing. And this is technically true for some companies.
None the less, it is financially crippling. Even if the company still makes money, they could make so much more if they simply attempted to reach out to people using social media.
From an economic standpoint, social media is by far one of the most efficient and cheapest source of advertisement in history. By simply posting a post on Facebook or tweeting on Twitter, a company can instantly send out the equivalent of hundreds of pamphlets to hundreds of people. This makes it an incredibly useful source of advertising sales, new products and so forth.
Just look at how people can connect with TrueCar, Inc on Linkedin for an example of how to do it right. They have connections with every major social network, as every company now days should if they want to maximize profits.
There is another reason to use social media. Many larger companies have poor reputations, deserved or not. By being willing to connect with people ‘where they live’, so to speak, you can gain a lot of good will and this sales. However, in order for this to work a real effort must be made to connect to your customer base. Simply posting on the social media networks is not enough, you must openly participate in dialogue with people.
A good policy is to always reply to any messages sent to you or posts made on your walls, whether it be a thank you for a good message or an apology for a negative one. It is a good idea to hire a few people or even a company to handle your social media for you so you are not overwhelmed by a large volume of people, many of whom will end up feeling neglected if you cannot respond promptly.
Social Media is the future. Never before has there been such an easy to use way to instantly access millions of people. If a company can take advantage of this and connect with their customers, they will reap the rewards.
Study: European B2B Buyers use Content Marketing & Social Media for their purchase process, process complex though
The “2012 Buyersphere Report” conducted by The Base One Buyersphere Team interviewed 800 B2B customers in the France, Italy, Germany and the UK. The study reports that B2B buyers in Europe are actively using supplier-produced content and Social Media in order to speed up their purchasing decisions. It defines the importance of combining content marketing with inbound marketing tactics like (social media, search, or PR) for revenue generation.
The study concludes that B2B buyers find most whitepapers (86%) and blogs (71%) via web search. However, seminars and videos (44%) get recognition via e-mail. Still, search (71%) is the most important purchasing information sources, followed by word of mouth (55%) and Social Media (20%). However the general use of vendors’ web sites (73%), articles in the trade press (47%), supplier e-mails (39%), and downloaded white papers (20%) suggests that the world has not massively changed in the last two years.
Nevertheless, for the B2B world, face-to-face is again a key element in the influence process. Offline events and webinars get more and more influence on the information gathering and purchase process.
Mobile is on the rise: Accessing information from mobile devices is increasing. 13% are using their tablets and smartphones to access buying data. The way information is shared is still quite traditional though: 90% emails and 44% company intranet. Seems it is still a long way to become social.
In terms of Social Media the study made clear that B2B buyers are more selective when using modern media. LinkedIn generates half of the social media mentions with an increasing trend. When using Facebook for business only 5% were using the platform in 2012 compared to 15% last year. For the under 30 year olds Social Media was more useful than word of mouth. The report suggests that Social Media is WOM to this group which I would fully understand as well.
In the buying process B2B buyers use different information sources at different stages, the study reveals. First they are relying on white papers, industry press articles, and press advertising when they are defining the demand. When it comes to detect suppliers, web search, Linkedin and supplier websites become important. And when the final supplier is selected, supplier emails, Twitter, Facebook and word-of-mouth lose their importance. Interestingly enough, the importance of communities are almost stable in their influence throughout the purchase process. The study makes clear how important a multi-platform communication and clever content marketing strategy becomes in the future.
Some years ago I remember saying to my boss: “Content marketing will become the future”. Well, here we are…
Companies create their own media, attracting their customers through content services in different shape or form: text, audio, video or image. Marketing strategies are getting their turns with new social media opportunities by customers contributing to what brands are shaping for them. Paid is “out”, owned is “in”.
By creating their own digital publications inside their websites or with hubs through Facebook pages, Linkedin groups or Twitter accounts, the world of media has turned around as more and more consumers use the possibility to generate and add content to brands. Brand perception, compared to brand awareness in the past, gets some complete new impact that we never had in marketing history.
Some weeks ago, The Content Marketeer created some slideshow on content marketing which gives guidance and shows best practice to marketers from different companies like American Express, IBM or L’Oreal.
Furthermore, the guys from Copypress have now conducted a nice infographic that illustrates the Content Omniverse, as they call it. It offers facts and figures of YouTube, Facebook and other platforms which makes clear the power that these platforms have to leverage brand perception. The most interesting facts on this sheet come in the end – The Copy Content Universe.
– There are 7.38 Billion web pages indexed.
– An average day at WordPress gets 500.000 new posts but only 400.000 new comments.
– By 2013, user-generated content producers will increase from 82,5 to 114,5 Million.
The challenge to increase brand awareness through content marketing efforts will increase. But do the figures in the Content Copy Universe suggest that comments will go down while word-of-mouth will go up? What’s of more value for brand perception then? What does it mean from a user point of view? Will users be able to follow the big content marketing offering, or simply shift their attention focus in fast intervals? Will brand perception still be handle for brand marketers, and how will the value change through user generated content? Many questions. Maybe you have got some answers…
Many interesting infos have we seen concerning how companies and employers are seeing and opening up their minds about Social Media usage in their offices.
PayScale now comes up with an interesting collection of data based on how employers have adapted Social Media usage for their employees. Some key findings are in the following infographic which makes clear that companies are still in a control mode and have their difficulties becoming “The Social Enterprise”.
– Just a bit more than half of the companies (53%) have a formal social media policy.
– Still 42% of companies don’t allow any forms of Social Media activity at work.
– The smaller the company the more likely the company has a Social Media policy in place.
– With 65% the retail industry is the most evolved industry sector, followed by manufacturing and biz support.
– Energy companies are least likely to use Social Media versus media companies that do encourage their employees.
The infographic shows that there is some kind of ambiguity in the adoption of Social Media inside companies. Although most companies see value in employer branding, in recruiting people through Social Media platforms (80% according to LinkedIn) as well as for external communication like promotions, marketing and PR, many companies still don’t want to go the final mile in transforming their company into a “Social Business”. So, why are they banning the use of these platforms, if they see ROI for their employees in working with it? Isn’t the open and transparent use of Social Media in business more important for the future than it has ever been? For marketing and HR ok, for the rest of the employees not?
Just think about the fact that two out of five Gen Y workers rate Social Media above a higher salary (well, they don’t have kids and family liabilities…). When 56% don’t want a company than bans Social Media companies should rethink their HR strategy and see the value in a Community Centric Strategy…