POSTED BY Stacy DeBroff AT 9:54 AM
Every week our team curates the best in social media content. Here's what we found interesting this week:
Pay-For-Performance: Agencies' New Reality from CMO.com
New ROI model?
As CMOs feel the pressure of added accountability from their organizations, that pressure is rightly being shared with their agencies. The agencies that succeed are the ones that truly understand marketing's responsibility beyond brand impressions.
Facebook's efforts to hire advertising creatives draw attention from SmartBrief
Facebook may create it’s own Ad agency – what does this mean for other agencies?
Facebook is building an in-house team of marketing creatives, but officials say the social network has no intention of launching its own advertising agency. The creative team will instead focus on building relationships with outside agencies, Facebook's Carolyn Everson says. "Creatives like talking to creatives. We need enough people at Facebook who can sit across the table from a creative leader and engage in a conversation about what the possibilities are,"
Progressive Launches Social 'Best Day Ever' from MediaPost: Social Media & Marketing Daily
BuzzFeed brought on board to manage Progressive's Twitter and Facebook strategy:
Progressive Insurance is using Flo, the proprietress of the fictive insurance store, to go social about "The Best Day Ever." The campaign involves a series of posts on the character's Facebook and Twitter accounts that examine -- kind of tongue-in-cheek -- ways to have the best possible day, or at least not the worst.
10 Reasons Business Blogging is Better than Facebook [infographic] from Social Media Today
Social Media does not replace the benefits of the company blog:
“If you’re not blogging, you’re missing out on some important business benefits! In addition trying to build your own brand on someone else’s territory is always risky. Going by my own experience, here are 10 reasons why business blogging is better than Facebook.”
Turning Brand Advocates into Superfans with High-Fives from Social Media Today
Why developing and increasing Superfans proves relevant for brands:
“One step beyond ambassadors and advocates is an enthusiastic group of people we like to call “superfans.”… Superfans on social media don’t just like your brand; they love your brand. If you’re running a contest on Facebook, the superfan will enter AND tell all of their friends to do so. If your company is trying to raise money for a charity event via social media, you can count on the superfans to donate and help spread the word. If you’ve cultivated at least one superfan (besides your mom), you know you’re doing something right. The question is, how do you find them?”
Google and Adobe release a tool that may measure ROI:
Aseem Chandra, VP of marketing for the Adobe Digital Marketing Business, says SocialAnalytics lets you track activity on those social media platforms and then take note of users who wind up on your website. If you sell something on your site, it can connect that activity to sales. The product was just released to the public on March 9, but Adobe has been working with a handful of brands for the past few months in a pilot program.
To Interest Moms, Try Pinterest from MediaPost: Engage Moms
Around 97% of Mom Bloggers are on Pinterest:
For marketers, Pinterest presents an opportunity to connect with moms by offering tantalizing visuals for them to pin and re-pin and bycreating Pinterest-based contests and other interactive activities to further engage this audience. This approach not only develops an additional social media connection but, because pins link back to their source, also drives incoming links to the brand’s online presence, impacting SEO.
In Shift, Pinterest Says to Pin Your Own Stuff from the Wall Street Journal
How do legality/copyright laws play a role in the Pinterest world?
“Pinterest, the social-media site that enables users to "share all the beautiful things" they find on the Web, has a message for its "pinners": Self-promotion isn't shameful after all. The message, disclosed as part of policy changes announced late Friday, is a course correction for the company, as well as a tacit admission it may have encouraged users to pin content that didn't belong to them, legal experts say. Originally, Pinterest instructed users to try to refrain from pinning their own content, but with the changes, it relaxed that stance.”
The Pinning Rules from MediaPost: Social Media & Marketing Daily
How to speak with clients about engaging on Pinterest:
As with other social networks or sites that have significantly increased traffic over a very short time, the rules of engagement, particularly for brands, are not yet entirely clear. However, we know that social media marketers have a continuing desire to drive traffic and monetize the ever-growing word-of-mouth engagement power of social networking. Below are some of the key legal issues that brands will need to consider when joining the legions of pinners.
Twitter Launches Self-Serve Advertising For Small Businesses from MediaPost: Online Media Daily
Twitter’s ad platform heading in the direction of Facebook self-serve ads and the effect on brands:
Twitter says a select group of small businesses can begin using its self-serve advertising platform to create promoted tweets and promoted accounts, reports Mashable. Companies with initial access will be American Express merchants and cardmembers.
Twitter Admits ‘Unfollow Bug’ Exists [VIDEO] from Mashable
It seems everyone has run into this “bug” – Twitter finally acknowledges it’s unfollowing problem:
Twitter explained further in a post on the site’s support page. If you follow a user, that person may not immediately appear under your account’s “following” tab. But if you click on their profile page, the blue box will indicate that yes, you are following that person. Many Twitter users have long complained about the unfollowing problem, but it wasn’t officially acknowledged by the company until Wednesday.
How Facebook’s New Features Affect Your Business from Social Media Today
How to leverage Facebook’s ever-changing new features:
“But for businesses that seek to harness these new Facebook features, it is important to recognize the underlying reasons for these modifications. More important still is to understand how these changes affect your business.”
Rethinking Your Facebook Strategy from MediaPost: Marketing Daily
Important points to keep in mind when brainstorming with clients about Facebook:
The leap-year day launch of Facebook Timeline for brands may yet prove ironic. Does Facebook actually have marketers' best interests at heart? One thing is for certain: it is time for all brands to rethink their Facebook strategy.
Virtue Adds Instagram Tab For Facebook Page from MediaPost: Online Media Daily
The convergence of platforms, reinforcing our belief that a strong message trumps it’s online channel:
Social media marketing firm Vitrue has added a new service that lets companies integrate Instagram photos into Facebook brand pages. An Instagram tab module in its Social Relationship Management platform can be embedded in a page and automatically display selected photos that people can “like,” post comments on and share with friends. Vitrue recently added a similar feature for bringing Pinterest content into Facebook pages.
PepsiCo’s Singh: Brand Marketing, Interaction Via Facebook from MediaPost: Online Media Daily
Brand adoption of Facebook changes; Pepsi’s perspective:
Gobal head of digital for PepsiCo beverages, discusses the upgraded brand pages, the new ad offerings and analytics tools that Facebook introduced in February. Singh joined PepsiCo in 2010 from Razorfish, where he served as the agency’s global social media lead. He is also the author of "Social Media Marketing For Dummies."
Timeline update drives brand engagement through visual content:
A deeper dive into the data reveals that responses to status updates actually fell with Timeline, but engagement with videos and photos were up a composite 65%. Schoenfeld’s theory is that the larger images on Timeline are leading to more engagement with visual material. That will prompt marketers to post more videos and photos. “We’re wondering if this is because of Pinterest,” he says.
The comparison and similarity of a presidential race and a marketing campaign:
The challenge of engaging with and inspiring a national community to rally behind a political candidate is really no different than any other marketing challenge. Step 1: Introduce and create an emotional connection with a brand/candidate. Step 2: Entertain, engage with relevant content, and make the experience fun. Step 3: Make sure the experience can be easily shared and spread, with as little friction as possible. Step 4: Rinse and repeat, while staying current, relevant and diverse.
Skype’s mimicking Google+ Hangouts, but doing it better?
Schwarzapel sees lots of uses for OnTheAir. “Bloggers could host discussions with their readers,” he says. “Small businesses could release a new product and talk to their customers about it. Users can join the already happening discussions with technology and social media experts.”
Study: Google+ is getting less sticky from SmartBrief
No surprise, Google+ is becoming less popular:
The average time Google+ users spend on the site is declining, according to a comScore report, and fell from 5.1 minutes per month in November to 3.3 minutes in January. Still, brands appear to be embracing the social network, the study found. "As marketers start to become more comfortable there, it will be interesting to see whether active brands can bring more active users," according to eMarketer.
Insight and Studies
You Have to Tell your Customers Where to Go from Social Media Today
Marketers, be clear with your call to action, especially when online:
“The call to action is so simple. To do it right is to tell your prospect exactly what you want them to do…Tell the person on your website what to do. Be explicit. Tell them which device to use. Tell them why. Tell them when. Tell them how. If they need to go somewhere to do it, tell them where to go. “
Only One Quarter of American Consumers are Brand Loyal from Social Media Today
Consumers are more concerned with price and quality than the brand they choose:
“Organizations (brands) have to go back to basics and get to know their consumers if they are to develop strong and profitable customer relationships. They must engage in a different type of dialogue, characterized by a new way of listening and talking, in neutral forums governed by different rules. ”
The best way to measure the impact of social media and convince skeptical clients/bosses?
Best practices for measuring the effectiveness of social efforts are still evolving. What's more, many senior marketers remain skeptical of social media's concrete value and measurability, despite committing an increasing percentage of their budget toward these channels. What's the best way to measure the impact of social media? This report provides answers.
Top Social Engagement Brands Make 'Me Statements' from MediaPost: Marketing Daily
How should companies shape their "voice" online? With "me statements:"
A new study from analytics-driven advertising research firm PhaseOne Communications, presented at the Advertising Research Foundation's Re:think 2012 event on March 27, sheds light on both of those questions.
CPMs Don't Reflect Whether Ads Are Viewable, Targeted from MediaPost
Ad buying may not be as beneficial as original content created campaigns:
One of the obvious implications of a third of ads not being in view -- defined as at least 50% of an ad’s pixels being in view for at least one second -- is that ad dollars are being wasted. The report found little to no correlation between CPM and value being delivered to the advertiser. Ad placements with strong in-view rates are not getting higher CPMs than placements with low in-view rates.
Mobile Growth Influenced By Clicks On Paid-Search Ads from MediaPost
Will the mobile Ad-buying space soon become too crowded?
More consumers on mobile devices continue to click through on ads at a higher rate compared with desktop, according to Matt Lawson, vice president of marketing at Marin. "The small screen on the phone only allows room for one or two at the top, not six to 10 down the right rail," he said. "When Google renders results from a query, the paid ad may take up as much as two-thirds of the screen."
Want to Know What Consumers Think? Check Their Gut. from the Wall Street Journal
Gutcheck utilizes Facebook and Twitter by collecting a qualified group of individuals to provide their insight in brand research:
“GutCheck, you may remember, is set on upending the decades-old institutions of consumer research. Ad agencies and research companies spend $7 billion a year rounding up focus groups and asking roomfuls of consumers a bunch of questions and paying them for their time. Basically, it leverages the power of the Internet to reach out to consumers directly and ask them the questions that advertisers need to ask as they build out their campaigns. No need to gather them all in a meeting room and pay someone thousands of dollars to survey them in person, then gather up the results weeks later. It’s a small shop that has some pretty big customers: Intel, General Mills and Hallmark are among its corporate clients. And some big ad agencies use it, too, including Kaplan Thaler and GSD&M.”
Marketing to Moms
Data Points: The Kids Are Online from AdWeek
As younger children play with smartphones - will marketers begin targeting toddler/young children?
Taking a page from their parents, kids are adopting technology at ever-earlier ages. A survey by Walker Communications for Bonnier's Parenting Group found that among even the youngest children, nearly half are spending at least a few minutes a day using a smartphone, and nearly one-fifth are using one for up to an hour a day.
What Should Parents NEVER Share Online? From Huffington Post
The topics of ‘over-sharing’ and issues of privacy often come up in our office. What’s appropriate online?
In the beginning they are one and the same. You can go out into the world and share anything -- cute moments, anguished ones -- because it's not really their life yet, or their memories. You are part of each other, enmeshed, indivisible. Somewhere along the line, though, your paths are supposed to diverge. It is fine to be telling tales of your 4-year-old's "love", not so much your teenager's, and downright creepy when it's your adult child you're talking about.
Marketing to Women
Marketing To Women: 30 Stats To Know from MediaPost: Marketing Daily
Recognizing the power and influence of women must be a top priority for marketers. Here are 30 surprising stats to help marketers get a handle on this misunderstood demographic"
Marketing to Gen-Y
Marketers Can Capitilize On Women’s Social Media Engagement from MediaPost: Online Media Daily
Among younger women ages 18 to 29, nearly two-thirds check social media sites while watching TV. And 44% of the same group indicated that social media is the primary place they learn about breaking news.
Snapguide App Lets Users Create How-To Guides on the Go from the Wall Street Journal
Interesting new iPhone application Moms may find useful: Snapguide, allows users to access how-to guides on their mobile phone, from “how to wear a scarf 5 ways” to “how to make tofu:”
“Snapguide today launches to the public a mobile service for creating and consuming step-by-step guides. The app helps users contribute how-tos on topics like cooking, gardening and repairs, by using a template that allows for photos, videos and supply lists.”
Oh my…new way to revolutionize your tweets?
The service, called Shitter, will take one or more feeds from your Twitter account and print those tweets on toilet paper you can then display and use proudly in your favorite restroom. The company’s tagline: “Social Media has never been so disposable.”