Do Social Media Agencies ‘Get’ Advertising?
Do agencies ‘get’ Social Media and Digital Advertising? That’s a question asked often of traditional agencies. It is believed that traditional agencies still think television only (though there are several examples disproving it) and its creative team (including the planners & account handlers) haven’t got the hang of new media, especially Social Media and technology.
There could be some truth in that. Agencies have set up divisions filling them with youngsters (who are expected to be more familiar with new media) and clients are increasingly dealing with specialist agencies to handle their social media campaigns. Increasingly, such social media agencies run independent campaigns for big brands, while the mainline agency continues to handle the ‘traditional’ bit – TV ads, outdoor etc.
Should we pause to ask if such social media agencies (especially its frontline, client-facing executives & content creators) understand advertising? And how brands, marketing and business works? Or are we getting carried away by their suggestions on hashtags, augmented reality and QR codes? My first-hand experience with such specialist agencies is limited; but I have heard some horror stories from clients.
5 Ways to Boost Your Social Media Productivity
Social media’s fun. It’s a great place to waste time. And there’s always more to see. But if you don’t get a handle on it, you can find your life disappearing in a stream of Twitter updates and YouTube videos. Here’s how to solve that. Do you know your social media goals? Have you set down why you use social media, and what you’re hoping to get out of it?
I don’t mean to sound like a kill joy. In your personal life, you can just use social media in a meandering, no-real-direction way, just to stay in touch with people and find out more about the things you like. But in business, time is money. If you’re wasting time, you’re wasting money. And if you don’t know why you’re using social media, then you’re wasting time.
Rather than getting to the end of the day, then freaking out about what content you’re going to share on Twitter and Facebook tomorrow, get ahead of yourself.Whenever you’re online, and you see something relevant to your audience, bookmark it to add to your social media feed.
A quick guide to Social Media around the world
As every digital marketer knows, there’s a lot more to social media strategy than Facebook and Twitter… especially if you’re going global. Cultural differences throughout the world have created different social media consumption preferences based on local nuances. Traditional marketing incorporates awareness of cultural sensitivity when dealing with different audiences and it’s naive to think the social sphere is any different.
China is well known for having unique channels in the form of Sina-Weibo, RenRen and Qzone and brands targeting the Chinese market will (hopefully) already have these covered. But China is not the only country with its individual social media quirks.While Facebook is the most used and popular social network in Brazil as of December 2011, but its popularity can be deceptive. When it comes to brand engagement, Facebook’s response rate in Brazil is a lowly 22%.
So the country’s former leading social network, the Google-run Orkut, is still of value. Forget Google+ it is Orkut that rules. The network has a tendency to segment by religion and class, with Brazilian Orkut users usually falling into a lower socio-economic ranking… ideal for FMCG or low cost item marketing.
Mobile Drives Adoption Of Social Media In 2012
Research firm Nielsen and NM Incite, a joint venture between Nielsen and McKinsey, today published a comprehensive look at the state of the social media ecosystem in 2012. Consumers now spend around 20 percent of their total time online using social networks via their personal computers, and 30 percent of their time online visiting social networks on mobile, the report found. In addition, time spent on social media in the U.S. across both platforms grew 37 percent to reach 121 billion minutes in July 2012, up from 88 billion minutes in July 2011.
Mobile devices are aiding in growing these numbers, with consumers’ time spent using social media mobile apps and mobile websites accounting for 63 percent of the year-over-year growth. Forty-six percent of social media users say they use their smartphones to access social media, and 16 percent say they use social media on a tablet.
Driving home the point about mobile’s impact on consumers’ increased time online, is the fact that the U.S. mobile web audience as a whole climbed 82 percent (July 2011 – July 2012), the app audience jumped up 85 percent, while the PC audience dipped 4 percent during that time.
We Spent 121 Billion Minutes on Social Media in One Month
Nielsen says in its annual Social Media Report (because those are a thing now) that Americans spent a collective 121 billion minutes on social media in July alone, up from 88 billion the year before. That’s a whole lot of time for exchanging pokes and creeping on your ex.
In fact, it comes down to about 230,060 years. If every single person in the U.S. used social media, that would be 388 minutes or about six and a half hours a head—13 minutes a day. Of course not everyone is on Facebook and Twitter (weirdos), so this means there are people who are literally using Facebook for hundreds of minutes every day. Not that, uh, we’re doing that right now. Anyways, we’re all voyeurists and exhibitionists and this internet addiction thing is getting serious.
WATCH: 60 Seconds of Social Media
Will Facebook’s new partnership with Apple’s iTunes keep the Wall Street love flowing? Facebook’s stock rose last week on the promise of a rosy mobile future, thanks in part to Facebook Gifts, launched a few months ago and accessible on mobile devices. And the addition of Apple’s iTunes to its list of partners should help Gifts cruise through its first holiday season.
Check it out in the latest episode of Freshwire’s “60 Seconds of Social Media” below.
And we’ll fill you in on Giving Tuesday, a cyber charity drive that aimed to remind people there’s more to the holidays than shopping. Missed our episode on Black Friday on the Internet? Don’t fear, it’s right here.
Fixing The Social Media Plateau
There’s a social cultural shift on the ‘sphere and the ‘webz; have you felt it? More’s the question…are you experiencing a social media sea change plateau yourself? Many in my community have been on this social engagement and blogging journey for an average of 18 months. For me, it’s almost four years.
When you look at that timeframe doing almost the same thing day in and day out, it’s time to grow or die. The signs below may be an indication it’s time to step up your game, take it to the next level, and grow or remain complacent. See if these strike a chord and whether you might add a few of your own:
10 Indications You’ve Hit a Social Media Plateau
1. Learning new things becomes more rare; another 20 ways to use Pinterest blog post isn’t providing new insight over what you know now.
2. Your favorite bloggers seem to be echoing the chamber more frequently, and there’s a reason you’re spotting that — you’re ready to grow because you know.
3. Posting wit and banter on the channels is more of a chore and you find yourself sharing posts without reading to keep your Klout score up.
4. Facebook’s continued alterations and altercations have you yawning as you realize other channels may be a better fit.
The Social Media Marketing Honeymoon Is Over
Social media, social media marketing, and social networking have been the subject of much hype, buzz and marketing budget disruption for big and small business alike. Most businesses entered into social media marketing as a defensive strategy because they were afraid of losing out to competitors who were quicker to adapt and leverage this new platform.
Buoyed up by a seemingly endless cavalcade of social marketing experts demonstrating how their own social marketing success was evidence of how social media marketing would work for each and every business, if only they invested cash, time and effort.
Businesses bought into social marketing wholesale. Huge marketing budgets were allocated for social marketing campaigns intended to catapult the marketing reach and social influence of that business into huge, untapped online markets.
Are Social Media Marketers Running Ahead of Consumers?
It’s a natural thing to do. We work in an industry that constantly harps on the magic of social media as a marketing and promotion tool. In many ways it is. What is interesting is to watch, however, is the near manic push that purveyors of social media marketing make to be everything to everyone and to be everywhere.
Like most things in this life, it’s often best to take a step or two back to look at the reality as opposed to be swept away by the hype. That’s what a recent study by Pitney Bowes Software and reported by eMarketer of Internet activities in the UK, France, Germany, Australia and the US might help people to see (if they choose to believe it, of course).
To be fair, it could simply be that people have identified that their particular market is on a particular social site. How many times though have you seen someone using Twitter for business and then asking the question “I don’t know if this is worth it. No one seems to be here that would ant my stuff.” Hence the need for a little look around to see if you should even be on a social network because the effort and resources required might be better utilized somewhere else. It ain’t cheap or easy to do social media correctly. That’s something we can all agree on.
The Elegance of Tellagence in Social Media Marketing
The major problem we have today in the social space when it comes to measuring influence is that we do not yet have a solid definition of what online influence is. Real influence is not based on just celebrity or popularity.
Marketers already have plenty of tools at their disposal that claim to measure online influence, but all these tools really do is measure awareness. True influence is the ability to change behavior. When someone hits “like” on Facebook or retweets a message that may be a sign of agreement or interest, but it is not necessarily an indicator that any behavior has changed.
In addition to their failure to define influence properly, current measurement methods do not take into account that the flow of information itself is constantly changing, or that influencers can change from one topic to the next. They also do not consider the ability of people in a network to make a decision or create relationships. These companies believe influence can simply be boiled down to a formula of how many people are following or liking a specific person. For a potential consumer to take an action based on information a marketer puts out to the social media universe there must be commonality on which to build a relationship. But is it possible to predict which people in a particular sphere of influence will take an action and move a message forward?