Some weeks ago in this post, we have tried to define an undefined social media species: Influencers. The feedback was very positive and many companies are still trying to find the secret sauce how to use and leverage the value of influencers for their brands and their sales funnel.
Now, a recent study by Twitter gives further evidence of the value of influencers, and on how they help positioning brands and in which way they might might upload the sales funnel. The first part of the study was meant to figure out amoung more than 300 users how they responded toward brand influencers.
The study conducted by Annalect, a data analytics company, in corporation with Twitter shows that almost 40% of the responding people stated to have purchased an item online after seeing it used by an influencer on a social platform like Instagram, Twitter or YouTube. And another 40% stated that they are following brands on Twitter.
But influencers are not only valuable in terms of sales performance. They also make people share products they are using themselves. Almost one in five (20%) respondents claimed that they shared something they saw from an influencer. Amoung Millennials even one in three said they follow a social media influencer on Twitter or Vine.
The study comes like an extension of two former studies from Nielsen and Lithium making clear that Millennials trust different people in different ways. Interestingly enough, this study also states that influencers rival friends in trust building. Just 7% of respondents rely more on recommendations from friends (56%) than from influencers (49%).
„This is telling us is that you don’t have to be a mass media star or a household name to be influential and actually drive people to buy stuff.“ Jeffrey Graham, Vice President of Market Research and Insights, Twitter
The Twitter-owned talent agency Niche revealed that the pool of influencers available to brands has grown from 6,000 to over 25,000 in a year. Honestly, we would say there os probably more depending on what you value: reach or relevance.
The smartphone has become the modern sales acceleration technology. Social influencers put trendy or interesting products on their sites or streams while walking down the street or by getting them from brands for free, and people following them would purchase those products. Have you not experienced this yourself?
The only thing we wonder is, how much would brands pay influencers to write about their product and share a picture of the product via their social media accounts? The numbers we know from influencers vary but maybe there is someone in the market who might want to share some insights.
Gambling is a competitive industry just like any other and as with other industries advertising campaigns can be the key to a site’s success. There are many different incentives used by those in this sector to entice in new players and make themselves stand out.
One of the most prolific deals that gambling sites extend to their public is a bonus, whether it’s totally free or comes with a deposit. These work particularly well as it is seen by many as an equivalent to free money to use however they please and works as an excellent incentive.
Another way that sites can get players in the door is by creating a theme that’s on trend. This could be anything from a movie to a character and online casino sites that will be opened in 2016 or those that already exist are using this to its full advantage. This tactic taps into an existing fan base and combines recreational gaming with a concept that players already know they enjoy. Branded slot games are a growing trend because of this, as players see a movie that they enjoy reincarnated and can’t wait to take it for a spin. This also helps the site seem more personable and friendly, especially if they use a mascot.
Being social with players gives another boost to the ranks of a casino. As we all know social media is an excellent way for brands to reach out and be seen by a wider audience. The use of incentives by online casinos also helps when using Facebook, Twitter and Instagram as they can boost posts that offer the best deals.
Television advertisement is a medium that never grows old and many gambling sites now rely on creating an eye-catching advert. This can be a little trickier than advertising online however as there are governing bodies that must review these adverts.
The need to drive traffic to a site is felt by every business on the internet and these are just a few ways that gambling sites manage this flow. They still rely on basic advertising principles but they are tailored to the market.
Mobile is on the rise but web is still king? Well, it is one of these findings that makes you wonder on first reading. Although websites still reach bigger audiences, web users spend most of their time in mobile apps according to comScore.
Monitoring the time between June 2014 and 2015, comScore finds in some research that the audience for mobile websites is around 250% bigger than mobile apps. Furthermore, it is growing twice as fast as apps. As a reason for this development comScore sees the closed garden phenomenon a challenge for apps. Web versions are much more fluid in terms of linking between content, social and search.
comScore also found that FB and Google own eight of the 10 most-visited mobile apps with Facebook winning the „competition“ (almost 126 million unique visitors) with nearly one in two users who installed the app saying using it most frequently.
It is not surprising that Facebook’s app as of it’s reach is not the fastest growing app any more compared to Google’s audio-video sharing platform Youtube (9 to 18% growth) with 99 million users. However, after seperating their Messenger app from their main Facebook platform, the Messenger was grew double the size compared to last year.
Where people between the age of 18 and 34 spend most of their time is on Facebook (nearly 26 hours a month), Instagram (7 hours), Snapchat and Tumblr (6 hours) and Twitter (3,5 hours).
ComScore said mobile phones now account for 62% of all time spent online. Within that total, the research firm said 44% of time is spent on smartphone apps, up from 33% two years earlier. Mobile users spend more than 70% of their time in smartphone apps, dwarfing time spent on tablet apps and mobile websites.
The comScore mobile report gives a good indication of where the evolution of apps and their usage might lead in the future. It shows that „messaging is a very hot sector for apps“ but is still early stages in the US. Looking at the time people spend with certain categories, the leading areas of interest were social networking (29%), radio (15%), games (11%), multimedia and instant messaging (6%), and music (4%).
As the research was monitoring the US audience, the two apps that were not owned by Facebook and Google under the top 10 were the music apps from Pandora and Apple Music. Furthermore, new service apps like Uber and Lyft have become more and more popular, comScore finds.
If you want to get an overview on Social Selling tools, you need to follow the industry very closely as this market has become quite dynamic. Furthermore, the value of each tool (CRM suites, monitoring solutions or engagement technologies) or platform (Twitter, LinkedIn, etc.) may vary. The question for many marketers is which tool does really give some value add to the business. Most marketers often tell us that they need some kind of an overview on which social selling tool they should use.
Now, the guys at Sales For Life have come up with some interesting approach that showcases all tools for the various sales stages: prospecting, qualifying, researching, nurturing, presenting, closing, and retention. Just click here to get to their interactive infographic.
For those of you who do not understand the value of Social Selling, we advice on some infographic based on a study by PeopleLinx. It shows the best platforms to use and states that 76% of sales reps consider LinkedIn as the most valuable social media network strongly before Twitter, Facebook or Google+.
What we also can see is from our projects is that not many companies offer an appropriate support and training on social selling. 11% of respondents stated their employers offer training on social selling. However, the benefits are striking. When reps get training on social selling, the adoption climbs from 28% to 74%.
Now, if that is not the right argument to start social selling today?!
In many posts have we written about the relevance of influencer marketing and how it differs from the value of brand advocates. Today, many marketing organizations and brands have understood the power of influencer marketing and dedicate a significant amount of their budget to them. And there are good reason for it which we can see from one of the latest infographics in the market provided by the guys from The Shelf.
Shoppers trust in influencers and use them as their third-most-consulted consumer decision information source. Although brand and retail sites are still in the lead as an information source. Blogs already come in right after them, even ranking higher than well-trusted social networks like Facebook, YouTube, Pinterest, Twitter and Instagram.
Years ago, we have made clear that the 3 Rs of the social consumer will be leading the decision making process in the future: ratings, reviews and recommendations. The infographic is another proof for our thesis those days. These days, influencer are more trusted than brand content where recommendations have got the biggest power with 92% of consumers trusting in those. Reviews have become the second most trusted source (70%). People also try to stay on top of thought leaderwith blog content that is consulted by 47%.
Although the opportunities are there, only two out of three marketers (65%) invest in influencer marketing so far. and every second company separates their budgets for sponsored social content from other budgets (52%). Still, the amount of investment is not „nickles and dimes“ anymore for brands and companies. Every fourth company already spends over $500,000 already.
Why influencers play an important role inside your content strategy is obvious. They can explain products from various subjective and objective angles. They can play an important role in your community management when negative input needs tob e turned into positive arguments. They can have a big impact in your content production strategy in having an external view on your business and relevance in the market, and thus become your „search-engine-optimizers“. And, they will play a significant role in your sales approach if you take your time to think about it (or maybe talk to us if you don’t have an answer).
Have a look at the infographic and decide yourself if and how you would like to use influencer marketing in the future.
Even some years ago, I did not really detect the value of hashtags – however it was the days when only Twitter used hashtags. Nowadays, there are still not many people able to detect the secrets and the power of hashtags in the social web world. And probably the majority of marketers still wonders if they cannot leave out the hashtags in order to make the posts more readable.
Hashtags offer a lot of benefits if you use it properly – to be searchable, to be findable, to be categorizable, to follow, to monitor as a brand, a service or a person. Hashtags are not a Twitter thing any longer: Facebook, Instagram, Google+, Google search, and various other platforms also make use of the „computer-cross“ as one of our clients called it the other day in a workshop we did with them.
As (social) marketing campaigns are measured on engagements, it is fair to say that hashtags in campaigns are boosting engagement by up to 50%. Working with two hashtags seems to be the golden secret as more hashtags will kill the „boost-engine“. Still… Maybe not always though. Instagram posts with 11+ hashtags even showed the highest number of engagements. And on facebook you might also not use hashtags at all as those were most successful.
PS: If you do not know how to use hashtags, maybe check out this latest advice from Terri Seymour.
Please find the latest insights put together in an infographic by Surepayroll.
Not many companies are leveraging the power of social selling so far. Just recently have the guys at PeopleLinx released some findings on how companies and brands are using social media for their sales efforts. And it becomes clear that they still have a long way to go to incorporate social media into their sales process.
The main findings of the study among 277 B2B sales and account management professionals in U.S. B2B companies (500+ employees) show mainly three things…
1. Salespeople & social selling. Nearly three out of four marketers (73%) state that at least one social network is valuable for their sales efforts. LinkedIn (76%) is seen as the most valuable of the „big four“ social networks, followed by Facebook (44%), Google+ and Twitter (16%).
2. Salespeople & sales process. Social media is not part of the sales process. Just 31% of respondents include social in their process as just one out of four is clear about how to use social in the sales process.
3. Salespeople & Social media sales training. Only 11% of sales reps answered that their company offers training on social selling. Surprising as the adoption rate accelerates from 28% to 74% when training gets offered and executed.
Salespeople who want to be relevant to their customers in the future will need to adopt to social media and use it for their sales efforts if they want to stay on top of the curve. The team at Sales For Life now came up with some nice infographic which also makes clear why companies should better jump on the social selling train. Any questions?
The guys at BuzzStream and Fractl conducted some research, asking more than 900 people on why they unfollow brands on social networks. With their And the infographic The Unfollow Algorithm they share their findings with us.
First of all, the big winner seems to be Linkedin. Almost only half of all companies or brands (49%) need to fear that they get unfollowed by their users. More problematic seems to be Facebook: 25% of the respondents said that they unfollowed a brand’s official social media page in the last month. And, also Twitter is losing out: 12% of Twitter users stated they unfollowed a brand in the last few days.
So what are the main reasons for the „unfollow algorithm“? Well, the main reasons is that content of brands becomes repetitive and boring – 21% made clear they will unfollow a brand then. The frequency of posting is also ritical for users. If a brand posts too frequently (over 6 times per day) people will unfollow the brand page.
And what do people want? Almost every one in four (22%) claimed that „images“ is the most preferred content type posted by brands.
What is your opinion, and why would you unfollow a brand on a social network?
Very often the question in our seminars come up which platforms, content types and tactics to use on social media. Now, a recent report by Eccolo Media enlightens us – although it has to be mentioned that the basis for the survey was a fair small number of 100 people responsible for influencing or making B2B technology buying decisions (33% influencers, 67% decision makers) but conducted in a series of three different reports.
The survey makes clear that just about every one in three B2B technology buyer (38%) states to not have seen any content from vendors on social networks over the past six months that influenced a business purchase. And now just think how much time you invest in all your information process towards B2B buyers.
It also found that 34% of responding people claimed they have seen vendor content on Facebook in the past six months that helped with a purchase decision. Now, this might be as the base was predominantly US marketers but still it shows the power and influence of the biggest social network also on B2B tech buyers. LinkedIn came in as the second most influential network. 32% said they found meaningful content there, Google+ was mentioned by 28%, YouTube 27%, and Twitter 20%.
The early stage decisions in the sales cycle is for tech buyers most useful when it comes to finding content on social media. However, the challenge is awareness (31%) and understanding (36%).
In terms of the content most welcomed and consumed 25% of the surveyed people think case studies from vendors on social media are best to work with. Further content types they liked to consume were technology guides (16%) and whitepapers (16%).
The social networking landscape is changing massively over the last years. Curation and aggregation of content becomes a big game changer through new ways of sharing, new platforms and modern technologies. Some new data from eMarketer explains the main gains and chains of social networking.
„Let’s face it: As much as we complain about those over-sharers who inundate us with baby photos and vacation snapshots, we’re still in love with social networking.“ Debra Aho Williamson, Pricipal Analyst, eMarketer
The next big thing will be mobile social networking, where Twitter, Instagram, Pinterest and Tumblr will become the prominent players. So, let’s see how eMarketer predicts the social networking future for the next two years.