Social Media Research – Convince and Convert: Social Media Consulting and Content Marketing Consulting http://www.convinceandconvert.com Fri, 23 Feb 2018 12:39:26 +0000 en-US hourly 1 https://wordpress.org/?v=4.8.5 http://www.convinceandconvert.com/wp-content/uploads/2017/10/cropped-convince-convert_C-orange-32x32.png Social Media Research – Convince and Convert: Social Media Consulting and Content Marketing Consulting http://www.convinceandconvert.com 32 32 You’ve Got 24 Hours to Respond to Customers on Social Media http://www.convinceandconvert.com/social-media-research/respond-to-customers-on-social-media/ Tue, 23 Jan 2018 14:05:20 +0000 http://www.convinceandconvert.com/?p=148880 New research reveals just how much customers expect from brands on social. Learn how to respond to customers and make lasting impressions via social media.

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You've Got 24 Hours to Respond to Customers on Social Media

Social media isn’t just a way to promote your business. It also provides an avenue for interacting directly with customers and addressing customer questions and complaints. Sites like Twitter, Facebook, Instagram, and many others have changed the face of both marketing and customer service.

But customers now expect different things from businesses today, and social media demands accountability from brands. Sprout Social recently conducted a survey exploring this new customer service world. Here are some of the top insights from that study.

1. 81 Percent of Consumers Think Social Media Increases Brand Accountability

According to Sprout’s survey, most consumers believe social media increases accountability for companies. In the past, a customer complaint would only reach the people that customer told directly—likely just their close friends. Today, complaints are handled in the public sphere of social media, making responses all the more important.

It’s crucial that brands deal with customer concerns professionally and quickly. To make sure you don’t miss any mentions of your company, have someone monitoring your social media as constantly as possible.

In addition to comments on your page and posts that tag your account, you also need to check for posts that mention your brand or product but don’t tag you. You can search sites manually or use a customer-relationship management system to automate and organize your social media mentions, both tagged and untagged.

It’s okay to get more information from a customer or solve their issue through a private message. Just make sure you publicly respond with an assurance that you will reach out privately to solve the problem. Otherwise, it will look like you ignored them.

2. 46 Percent of Consumers Have Called Out a Brand on Social Media

You might be surprised to learn that almost half of all consumers have used social media to publicly call out a brand. Millennials are even more likely to do so than other generations. 56 percent of them have called out a brand on social. Among other generations, the number is 44 percent.

Clearly, companies can’t afford to ignore the customer service side of social media. A lot of customers use it to call out brands, and since this is more prevalent among younger people, the trend is likely to become more common in the future.

The way you react to getting called out online plays a large role in determining how the situation turns out for you. Companies, especially those with a lot of millennial customers, should have a plan in place for responding to call-outs. These procedures should involve acknowledging the situation, admitting your mistake, and doing everything you can to fix it. Make sure that employees know not to ignore or delete negative comments.

3. Dishonesty Is the Top Reason People Call Out a Brand

So why do customers call out brands on social? 60 percent said that dishonesty inspired their call-out. Bad customer service followed closely with 59 percent. 57 percent of consumers cited rudeness, and 45 percent said a bad product experience would cause them to ring the alarm bells.

According to these stats, bad service is more likely to inspire a social media complaint than a bad product. While product quality is important, of course, businesses also need to focus on service. Naturally, they also need to be honest.

When responding to any reasonable complaint, you should always apologize, especially if the problem was dishonesty. Make sure the internet knows that someone who can fix the relevant issue is aware of it, preferably upper management.

If inadequate customer service was the problem, make sure the quality of your response is especially high to show you’re improving your service. You might even offer the customer something for free to make up for the mistake.


Bad service is more likely to inspire a social media complaint than a bad product.
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4. Raising Awareness Is the Top Goal of Consumers Who Call Out a Brand on Social

What is it customers hope to gain by calling out a company online? The reason is rather unselfish and has to do with the social nature of these platforms. The top reason is to raise awareness of the issue among other consumers, according to 70 percent of survey participants. 55 percent want an apology or a solution.

Customers know the power of the social and public nature of these platforms, and they will use it to their advantage. Because raising awareness is so important to consumers, brands also need to raise awareness of the fact they’re fixing any problems that arise by responding to complaints publicly.

Brands should respond publicly to every complaint—and every positive comment too, if possible. If necessary, you could even post a separate status detailing how you’re improving your operations or counteracting issues that consumers might run into.

5. If a Brand Responds Well to Their Complaint, 45 Percent of Consumers Will Post About It

Complaints aren’t the only thing that customers use social sites for. They’ll also post about it if a brand does something they like.

If they post a complaint and a brand responds well to it, 45 percent of them will post about that positive experience on social media. 37 percent will share it with friends elsewhere online, 37 percent will buy from that brand again, and 36 percent will share it with their friends offline.

This underscores the impact that your response to a customer complaint will have. Once you’ve resolved a complaint, comment again to thank the customer, and let them know you’re available if they have any additional questions in the future.

To really go the extra mile, follow up sometime down the road. That will show that you’re really committed to quality customer service.

While getting a complaint might be bad for your image, responding to it well can actually improve your image—especially if you and your customers post about your brilliant and helpful response.

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92 Percent of Customers Will Call You Out on Your Poor Customer Service http://www.convinceandconvert.com/social-media-research/your-poor-customer-service/ http://www.convinceandconvert.com/social-media-research/your-poor-customer-service/#respond Tue, 17 Oct 2017 14:00:47 +0000 http://www.convinceandconvert.com/?p=146748 New research from Sprout Social reveals what today's customers expect from social customer service, including why and how they hold brands accountable.

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92 Percent of Customers Will Call You Out on Your Poor Customer Service

I’ve worked in the social media space for the past several years, and I’m a professional user—and personal fan—of Sprout Social. As such, I was particularly interested to read the recently published Q3 2017 Sprout Social Index.

The report, entitled “Call-Out Culture: People, Brands & the Social Media Power Struggle,” provides noteworthy statistics garnered from surveying more than 1,000 individuals. In addition, it describes online situations most of us have experienced first-hand, either as marketers or as consumers. This research highlights the social media customer service challenges that brands must address to be relevant, remain competitive, and earn loyalty.

The Culture of Accountability

Sprout Social has long discussed how the rise of social media has democratized individual influence. Today’s consumers have more means than ever to hold a brand accountable for their products or services—and they are.

Consumers Believe Social Has Increased Accountability


75% of consumers say social media has empowered them to interact with brands.
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Social gives everyone a very public platform to ask questions, share feedback, and relate experiences; a single post, whether positive or negative, can be viewed and distributed thousands of times before ever being addressed by the pertinent company.

This speed of amplification places a heavy burden on organizations. Yet, as Sprout Social emphasizes, “Brands must commit to delivering consistent, quality content and service—online and off—regardless of how big or small an issue may seem.”

In other words: Answer every complaint, in every channel, every time.

The Prevalence of the Call-Out

The Index shows consumers tend to complain first in person (55 percent), but social media (47 percent) and email (42 percent) are rapidly growing alternatives.

Key Channels for Consumer Complaints


.@SproutSocial research shows 47% of people have used social media to complain about a business.
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Interestingly, only eight percent of those surveyed said they would not speak up at all about an issue. Sprout Social speculates that this low percentage reflects a new “era of engagement,” where consumers have become empowered to speak up and take a stand against brands. I would hypothesize further that these findings also reflect consumers’ increasing comfort with, as well as accessibility to, digital media channels in general.

This insight is important because organizations can use it to strategically approach customer service. By internalizing the importance of social listening and bolstering their teams accordingly through staffing and training, brands better position themselves to swiftly—and effectively—address issues when they arise.

The Psychology of the Call-Out

In their report, Sprout Social recommends that companies understand and identify potential triggers as well as the motivations behind customer complaints. It makes good sense. After all, the best complaint is the one that never has to be delivered.

So why do consumers call out brands on social media? Here’s what the research found.

Why Consumers Call Out Brands on Social


Top 3 reasons consumers call out brands on social: Dishonesty, Bad Customer Service, Rudeness.
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While these are clearly valid reasons for a customer to complain, there’s more to it than that. Psychology Today identifies three types of complaining: the “chronic” complainer who can never be satisfied, the ”venter” who primarily wants to solicit sympathy, and the “instrumental” complainer who actually wants to have problems solved.

Sprout Social’s research supports this, mostly among the venting and instrumental complainers, or some combination of both.

What Consumers Hope to Gain by Calling Out Brands


70% of consumers call out brands on social to make other individuals aware of an issue.
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I’ll admit I’ve had the occasional experience that incensed me to post a harsh word on social media, and I would bet you a cold beverage of your choice that you have, too. (Though hopefully, we’re thoughtful social community members who praise much more than rage.) But whatever the initial motivation for calling out a brand, it’s how the outreach gets handled that can lose customers for life or convert them into true advocates.

The Power of a Response

In their survey, Sprout Social wanted to know, “What’s better: responding poorly, or ignoring a complaint altogether?”

It may surprise you to learn that an unhelpful response is worse than no response at all.

Sprout Social explains if a brand does not respond to an initial complaint, consumers often give them the benefit of the doubt, either by posting again on social (18 percent), trying to reach the company through another channel such as email or phone (40 percent), or forgetting about the issue altogether (20 percent).

When Brands Ignore Social Complaints

But if a brand does respond to a complaint and does it badly, well, things just don’t go well from there. The percentages of negative customer reactions—sharing the poor experience with others, unfollowing corporate social accounts, and, most significantly, boycotting the brand—all dramatically increase. That’s not good for a business’s reputation and certainly not for its bottom line.

Consumer Reactions to Poor Brand Responses on Social


50% of consumers won't buy from a brand again if that brand responds poorly to a complaint.
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The good news is that brands can minimize detrimental outcomes and win back consumers after a negative social post, provided they make it a priority. As much as we would like it to, great (or even just good) service doesn’t “automagically” happen. Social and customer care teams need effective tools that allow them to monitor for, engage with, and analyze customer interactions. They must also work within a culture of trust that empowers them to resolve issues.

With the right infrastructure in place, brands are much more likely to turn even the occasional upset customer into a brand advocate. Sprout Social’s research showed if a company responds in a timely and useful manner to a complaint, 45 percent of people will reinforce that positive interaction by posting about it on social, informing their friends about the resolution, and rewarding the brand with future business.

Reaction If a Brand Responds Well to a Social Complaint


45% of people will share their positive experience if a brand responds helpfully to an issue.
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Industry Trends

When it comes to call-out culture, Sprout Social says, not all organizations are equally affected. There are specific industries in which consumers are both more likely to complain and brands are less likely to respond.

Perhaps due to their significant roles in people’s daily lives, consumer goods, retail, and government generate the most social complaints at 19 percent, 17 percent, and 15 percent respectively. These are also the industries consumers believe need the most help improving their social media service.

Industries That Need the Most Help with Social Customer Service


Top 3 industries complained about on social: Consumer Goods, Retail, Government.
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Also in the top five industries where customers would like to see better engagement are Banking/Finance and Healthcare. To be fair, these specific industries do face unique challenges with regulatory restrictions on social content and responses, but critical consumer issues still need to be addressed promptly and accurately.

The Q3 2017 Sprout Social Index concluded that today, brands receive 146 percent more social messages needing response than they did three years ago.


Brands receive 146% more social media messages needing response than they did in 2014.
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In the same time frame, the response rate has decreased; on average, brands now respond to only one in 10 social messages.


On average, brands only respond to 1 in 10 social messages (comment, question, or complaint).
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With reputation and dollars at stake, it is evident that companies must take social media customer care more seriously. An investment in effective tools and well-trained, people-centric staff will go a long way toward ongoing success if a business is willing to honor their customers and their experiences.

For complete insights, read the entire “Call-Out Culture: People, Brands & the Social Media Power Struggle” report for free (no form-fill necessary!) on the Sprout Social blog.

I’ve been on both sides of the customer service screen and continue to learn from others’ experiences. Share one of your social media customer stories, professionally or personally, with me in the comments.

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How Powerful Is Instagram Influencer Marketing? [Infographic] http://www.convinceandconvert.com/social-media-research/instagram-influencer-marketing/ Thu, 29 Jun 2017 13:04:22 +0000 http://www.convinceandconvert.com/?p=40385 New research reveals staggering growth for Instagram influencer marketing, with no sign of slowing in the coming year.

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How Powerful Is Instagram Influencer Marketing

The booming growth of social media has led to the rise of the influencer marketing industry, which is projected to take up a $5 to 10 billion share in advertising by 2020. Instagram specifically is slated to play an important role. At 700 million monthly active users and a daily active user base of 200 million users on Instagram Stories alone, Instagram has a far-reaching audience that contributes a massive amount of content everyday.

New Research Reveals Staggering Growth for Instagram Influencer Marketing

Due to lack of transparency inherent within the influencer marketing industry, advertisers have been unable to assess the role that Instagram is playing in the market. However, based on our research, we found that influencer marketing on Instagram alone will generate over $1 billion by the end of 2017 and significant annual growth thereafter.

Influencer marketing agency Mediakix projects this figure by studying the number of sponsored posts on Instagram tagged by FTC required hashtags, #ad and #sponsored, as well as often used hashtags #sp and #spon. In 2016, the number of tracked hashtags totaled 9.7 million (Chart 2 below). Using current growth rates, we predict that the number of sponsored posts tagged with a sponsored hashtag will total 14.5 million in 2017 and 32.3 million in 2019. Just in the past year, the number of sponsored posts has increased by 4.8 million.


Influencer marketing on Instagram alone will generate over $1 billion by the end of 2017.
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Next, we found that on average, influencers were compensated $10 per 1,000 followers, and each account has an average of 32,000 followers. Thus, an average payment for a sponsored post will reach $320, leading to a monthly spend of nearly $90 million for the entire industry. Annually, in 2017, the spend on influencer marketing would be $1.07 billion. In 2018, the spend per month would be $130 million and in 2019, spend per month would be $200 million.

It is clear that Instagram represents an immense share of the influencer marketing industry. So long as Instagram continues to shape its platform so influencers can publish content on a discoverable channel, Instagram will remain a leader in the influencer marketing industry.

Instagram Influencer Marketing Infographic

Get a weekly dose of the trends and insights you need to keep you ON top, from the strategy team at Convince & Convert. Sign up for the Convince & Convert ON email newsletter.

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Video Is Now the Most Desirable Skill in Marketing http://www.convinceandconvert.com/social-media-research/video-is-now-the-most-desirable-skill-in-marketing/ Wed, 01 Mar 2017 13:22:31 +0000 http://www.convinceandconvert.com/?p=38496 New research says video is now the most sought after skill in marketing, moving past design and writing.

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Video Is Now the Most Desirable Skill in Marketing

I recently wrote that for many companies, video is the new blogging. That’s partially because, in many cases, video produces the best results among today’s multitude of content format options.

Case in point: A recent survey by our partners at Animoto found that 77 percent of professional marketers and small and medium business (SMB) owners that have used video marketing say it has had a direct impact on their business.

Plus, 60 percent of marketers and 55 percent of SMB owners are using video to stay relevant and believe it has become a “must-have” for marketers.

So, it’s no surprise that 42 percent of marketers and 32 percent of SMB owners listed “video marketing” as the skill they wished they or their teams were more adept at.

Video Marketing Is the Most Sought-After Skill

Video marketing is the top choice for marketers (among all content options), and second only to social media marketing among SMB owners.


Marketers and SMB owners view video marketing skills as more desirable for new marketing hires
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The Pressure to Create Video Is On

23 percent of marketers and 30 percent of SMB owners feel “behind” or “way behind” their competition in terms of their video marketing strategy.  Yet, in a world where one in four customers lose interest in companies that don’t use video, and nine out of 10 customers watch at least one online video per week (likely many more than that), now is not the time to shy away from video creation and promotion. It’s the time to embrace it.

In fact, this blog post is ALSO a video!

It can be daunting. You may think you need a ton of scripts, and storyboards, and equipment to do video right. And in some cases that is true. But what you may not realize is that for some types of video, it’s a lot easier to create them than you might think.

In fact, you may have noticed that my Convince & Convert team has been using tools such as Animoto to flex our video marketing muscles. Our new email newsletter, which is rolling out shortly, will feature snappy videos about content, social media, and customer service stuff you should know on a weekly basis. (Sign up here to be notified: http://www.convinceandconvert.com/newsletter/)

Here are three ways that anyone (yes, including you or someone your team!) can quickly get started with video marketing using content you likely already have.

1. Teaser Videos

In the past, companies would create videos to wax poetic on a difficult topic, explain in-depth how to use their products, or make a statement about the industry today.

In present times, shorter videos, especially if they’re for some sort of marketing purpose, perform much better.

Use the ADD-like quality of most customers to your advantage. Create a quick 30- or 60-second teaser video to promote your bigger pieces of content such as webinars, live events, ebooks, or even blog posts. You can use the short format to pull out the very best pieces of information or data to encourage people to sign up and join you.

2. Editorial-Style Videos

I think a lot of people are intimidated by creating video because they think it has to be a certain way every time. They think they have to be a talking head, or they have to have a drone that flies over some magical city, capturing stunning footage that evokes a sense of wonder.

Not true.

You can make a video out of anything, including a combination of text and graphics.

Take this example: I wrote a blog post about a customer service complaint that was handled with a big fat hug, and my team used Animoto to create a video out of it, without me ever having to step foot in front of a camera.

Videos are a great supplement to the other forms of content you’re already creating, so don’t overlook their power just because you have a certain idea of what videos should look like. Let your creativity shine!

3. People Videos

These are the most fun, in my opinion, and really let people peel back the curtain (or the computer screen, as it were) and get a glimpse into your personality.

The other great thing about these types of videos is that people don’t expect the same quality when you’re going behind the scenes. You can pull out your iPhone, attach it to a tripod, and follow your factory worker around, or interview your CEO as she walks to lunch. The on-the-fly nature of these videos is what makes them exciting and captures audience attention.

We recently did a holiday video with my team at Convince & Convert, and it was so cool to see everyone’s space, kids, travel adventures, dogs, personalities, and lovely singing voices (ha). I even got to take my love for tequila to the next level!

Was this the best thing we ever created? Of course not. But did our audience get a better sense of who we are? Definitely. Will future clients feel a little closer to us personally so they can trust us? Possibly. And that’s the point. The more of these we do, the more we can connect authentically with potential clients, partners, event organizers, and speaking opportunities, which for us, is one of our main goals.

Business owners and marketers are saying that video skills are the most important thing to add to their team, but they still feel overwhelmed. It doesn’t have to be that way. Stop fretting, and start creating! 

p.s. We made another video about this very post, check it out!

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The 5 Social Media Customer Service Stats You Must Know http://www.convinceandconvert.com/social-media-research/5-social-media-customer-service-stats-you-must-know/ Wed, 29 Jun 2016 13:00:00 +0000 http://www.convinceandconvert.com/?p=33602 Five social customer service stats to know, based on research from Jay Baer for his book Hug Your Haters. Includes slide deck and bonus data.

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The 5 Social Media Customer Service Stats You Must Know

In partnership with Edison, I did a lot of research into the science of complaint when working on my new book, Hug Your Haters.

One of the most important thrusts of that research is around customer expectations. When a customer complains, what do they expect from a brand…and when?

The answers are important, because they help dictate operations policies, staffing, software, and customer retention.

This week, I created a brand-new presentation of this key data. It’s available on Slideshare right now. I encourage you to read and download, as it’s full of interesting points:

5 Social Media Customer Service Stats You Must Know

Here are the five most important findings (although there are a lot more in the research, and in Hug Your Haters)

1. One-third of all customer complaints are never answered, most of them are in social

2. Answering a complaint increases customer advocacy by as much as 25%

3. Not answering a complaint decreases customer advocacy by as much as 50%

4. Forty percent of customers who complain in social expect a response within one hour

5. Sixty-three percent of consumers are satisfied with response time in social media

Several other great stats in the presentation AND three key tips to getting faster in your own company or organization.

Would love your comments and feedback.

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New Research Shows Social Media Succeeds Long Term More Than Short Term http://www.convinceandconvert.com/social-media-research/new-research-shows-social-media-succeeds-long-term-more-than-short-term/ Wed, 08 Jun 2016 13:00:00 +0000 http://www.convinceandconvert.com/?p=33171 New research shows that social media is more effective when it's been used for multiple years.

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New Research Shows Social Media Succeeds Long Term More Than Short Term

Recently, Social Media Examiner published the updated version of their annual Social Media Marketing Industry Report. This year’s edition surveyed more than 5,000 social media marketers to collect their opinions on the state of the social media marketing industry, technologies, and effectiveness.

61% of survey respondents work in companies with 10 employees or fewer, and 48% of respondents work outside the United States, so the overall participant pool is a little different than other research of this type.

This 57-page report is filled with interesting data points and trends, including these three that I immediately noticed:

50% of social media marketers plan to experiment with live video this year

That is a huge number, and indicates that while live video may not last (I think it will), you’ll certainly see a lot of practitioners giving it a solid try.

Snapchat is hot, but not red-hot

16% of social media marketers want to increase their use of Snapchat this year. I predict that the 2017 edition of this survey will find 50% or more wanting to do so, based on the research I analyzed in my post “5 Snapchat Statistics That Prove Its Power.”

Social media marketers believe in Facebook, and do so blindly in many cases

A whopping 67% plan to increase their Facebook activities this year, but an equally staggering 40% do not know if traffic from Facebook has increased or declined in the past year. (!) I want to run a business where 2/3 of my customers want to do more with me, even if they don’t know if it’s effective.

But here’s the most interesting trend I noticed in the 2016 Social Media Marketing Industry Report (which you should absolutely download and read for free):

Social Media Succeeds Long Term, Not Short Term

Helpfully, the researchers at Social Media Examiner pulled survey responses that compared stated effectiveness of social media (i.e., “how much do you agree that social media helps you increase sales?”) with participant data about how long they’ve been using social media.

When you look at those pieces of information side-by-side, a very consistent pattern emerges:

Social Media Works Better When You Commit To It Long Term 

Important to note, of course, that this data is based on participants’ own definition of success. Thus, this could be a self-fulfilling statistic. People who have been employed in the social media business for multiple years could be convincing themselves that social media is effective, because if it wasn’t a portion of their entire identity and professional worthiness would be called into question.

But I am choose to believe otherwise, that this data shows that time horizon is a great determinant of social media success.

Social Media People Talk About Being Faster But Results Accrue Slowly Over Time

Here’s the math showing a steady climb in effectiveness for social media when participants have been engaged for a longer time period:

social media industry report.001

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Almost universally, social media marketers belief in the effectiveness of social media increases in lockstep with their additional time working in social media.

Do you agree? Do you believe social media gets more effective over time? Grab a copy of the free Social Media Marketing Industry Report and you’ll find a lot of other very interesting findings.

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Why The Facebook Ecosystem Dominates Social Media Budgets {research} http://www.convinceandconvert.com/social-media-research/why-the-facebook-ecosystem-dominates-social-media-budgets-research/ Tue, 17 May 2016 12:00:00 +0000 http://www.convinceandconvert.com/?p=32708 This research reveals just how dominant the Facebook ecosystem has become in marketers' paid social amplification budgets.

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Why The Facebook Ecosystem Dominates Social Media Budgets

Facebook (and its sister network, Instagram) are beginning to dominate how social marketers spend their paid amplification budgets.

As we know, paid amplification of social media is more important than ever in this era of disappearing organic reach. As I’ve written about many times, Facebook’s goal is to increase their revenue, not yours, and when they shut off the free impressions spigot they gambled that social marketers would grumble for a while but eventually pay up. And of course, they were right.

The same thing is now playing out over at Instagram, with the new, non-linear timeline just a less-angsty way of saying “you are going to have to pay us to reach your fans on this platform too.”

And guess what? The gambit will work again, and is already succeeding.

Our friends at Social Fresh, organizers of the terrific Social Fresh Conference, recently released a comprehensive new report on how professional social media marketers spend their time, and their money.

Their Future of Social Marketing study surveyed 500+ social media professionals ranging from big brands (like those I interview on my Social Pros podcast) to smaller, scrappy organizations from across the USA.

This research shows precisely how dominant the Facebook ecosystem has become in the paid social media side of the industry:

social-ads-use-monthly-FOS-Social-Fresh

Facebook is a runaway number one as the venue most likely to be getting social ad dollars. Instagram is third, right behind Twitter. Note, however, that Instagram ads opened to all businesses less than seven months before this study was conducted. That’s a quick adoption curve!

Facebook and Instagram will be the most popular venues for paid social in the next year.

And Instagram isn’t going to stay third for long. When asked where they plan to spend the most money in the next year, survey participants were more likely to mention Instagram than Twitter. The data on this particular question is a bit murky because respondents were allowed to select multiple options, but suffice it to say Instagram ads are going to be serious business in short order. 

social-network-future-investment-FOS-Social-Fresh

 

Why Do Facebook and Instagram Dominate Social Advertising?

Facebook’s role in paid social is easy to fathom: it offers the largest potential audience, and a truly remarkable set of targeting options. Further, many brands invested a lot of energy into the channel in the organic reach days, and don’t want to write it off even though it’s now mostly a pay-to-play scenario with minimal Reliable Reach.

Instagram benefits from it’s association with Facebook in that advertisers can use similar tools to buy ads. But Instagram is also a strictly images platform, with a few videos thrown in here and there. This makes it a very popular advertising option because social media marketers are spending more time creating images than any other type of content. 

content-once-a-month-FOS-Social-Fresh

Further, even though I could argue (and probably will, in a future blog post) that it’s a misguided thesis, most social marketers still value impressions and eyeballs above all else:

social-media-goals-FOS-Social-Fresh

So if awareness is the top goal, and images are the top content type, guess what? Paid Instagram delivers impressions for visuals. 

It will be very interesting to see if other platforms like Snapchat sneak up on Instagram, or if the Facebook + Instagram ecosystem will continue to choke out the other paid social options?

(speaking of Snapchat, you might like our analysis of 5 statistics that show why Snapchat is the platform to watch)

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The 25 Best American Mayors on Twitter http://www.convinceandconvert.com/social-media-research/the-25-best-american-mayors-on-twitter/ Tue, 05 Apr 2016 12:00:00 +0000 http://www.convinceandconvert.com/?p=31703 Based on research from DCI, LittleBird, and RivalIQ these are the top 25 American mayors based on Twitter aptitude.

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The 25 Best American Mayors on Twitter

Twitter bring people closer to their peers.

Twitter brings people closer to brands.

Twitter brings people closer to celebrities.

But Twitter also brings citizens closer to their government.

And nowhere is this more the case than with municipal mayors in the United States.

There have been a handful of mayors lauded for their use of Twitter (and social media in general) throughout the years, but there’s never been a full accounting of who uses Twitter – and who uses it best – until now.

Development Counselors International (DCI) is a communications firm that specializes in marketing places. DCI is also a long-time Convince & Convert client. They set out to determine which mayors have mastered Twitter, and how much city size and other factors might contribute to their aptitude on the platform.

Methodology

DCI started by looking at mayors from the 250 largest US cities. Of that group, 186 mayors were on Twitter.

74% of big city mayors are on Twitter

(highlight to tweet. It’s fun!)

Mayors with fewer than 1,000 Twitter followers were eliminated, narrowing the list to 110 officials. Each mayor’s Twitter activity was then analyzed for a 60-day period (January and February, 2016).

To assist in the data collection and analysis, DCI (with help from me and the C&C team) used software from LittleBird and RivalIQ to measure influence and engagement, respectively. (disclosure: I am an investor in both firms, and we use both platforms at C&C).

Overall, the rankings are based on:

  • Audience (30% weight) – number of followers divided by population
  • Frequency (20% weight) – average daily number of tweets
  • Responsiveness (20% weight) – average daily number of reply tweets
  • Engagement (20% weight) – engagement rate of tweets
  • Influence (10% weight) – number of other top 250 mayors that follow each mayor

 

Top Mayors Overall

Based on these criteria, DCI ranked the top 110 mayors. The 10 best are:

  1. Stephanie Rawlings-Blake – Baltimore, Maryland
  2. Muriel Bowser – Washington, D.C. (mid-atlantic Twitter battle!)
  3. Bill Peduto – Pittsburgh, Pennsylvania
  4. Jennifer Roberts – Charlotte, North Carolina
  5. Steve Benjamin – Columbia, South Carolina (Carolinas battle!)
  6. Kasim Reed – Atlanta, Georgia
  7. Francis Slay – St. Louis, Missouri
  8. Martin Walsh – Boston, Massachusetts
  9. Andy Berke – Chattanooga, Tennessee
  10. Robert Garcia – Long Beach, California

 

To see the full list ofThe Tweet Elite 25 top mayors, visit the special microsite and download the entire report. You’ll see that three of the top 25 are from Kentucky. Also three of the top 25 are from Tennessee. And comparatively few mayors in California (and the western USA, overall) are on the list, even though Twitter was invented in California! 

Some of these mayors include “mayor” or similar identifying language in their actual twitter handle. Others do not. I assessed this in the full data set and found that 59 out of the 110 top mayors do include a signifier in their handle. A majority, but certainly not universal.

Category Rankings

In addition to the overall list of top mayors (beyond the top 25, DCI can also provide the full list of 110), the best officials in each of the ranking criteria categories were also identified.

Here are the top two in each category:

Top Mayors on Twitter – Audience

  1. Kasim Reed – Atlanta, Georgia (followers equal to 26.1% of overall city population)
  2. Kevin Johnson – Sacramento, California (18.7%)

 

Top Mayors on Twitter – Frequency

  1. Ed Pawlowski – Allentown, Pennsylvania (11.7 tweets per day)
  2. Stephanie Rawlings-Blake – Baltimore, Maryland (10.4)

 

Top Mayors on Twitter – Responsiveness

  1. Tony Yarber – Jackson, Mississippi (6.9 reply tweets per day)
  2. Stephanie Rawlings-Blake – Baltimore, Maryland (5.8)

 

Top Mayors on Twitter – Engagement

  1. Beth Van Duyne – Irving, Texas (.97% engagement rate)
  2. Bao Nguyen – Garden Grove, California (.74%)

 

Top Mayors on Twitter – Influence

  1. Sly James – Kansas City, Missouri (followed by 32 other top mayors)
  2. Kevin Johnson – Sacramento, California (32 and tied for first)

 

For the entire list of top mayors by each category, visit the DCI Tweet Elite microsite where you’ll also find written interviews and podcasts with top mayors talking about how and why they use Twitter to connect with their constituents.

Thank you to DCI for putting this interesting report together, and thanks to RivalIQ and LittleBird for the data.

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New Research Shows How to Engage the Mommy Mind http://www.convinceandconvert.com/social-media-research/new-research-shows-how-to-engage-the-mommy-mind/ Wed, 30 Mar 2016 13:22:49 +0000 http://www.convinceandconvert.com/?p=31598 Deciphering the "mommy mind" when it comes to marketing efforts is complicated. Here are some data-driven ways to market to moms without condescending.

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New Research Shows How to Engage the Mommy Mind

Between demanding careers and demanding families, Moms are constantly on the go and juggling multiple responsibilities. One of those responsibilities includes purchasing goods for their families.

With the annual U.S. mom buying power estimated to be $2.1 trillion, brands are looking to capture their attention and own the marketing of “Mom”. Many moms, however, feel pigeonholed by brands and that most marketing towards them is patronizing, according to FanFinder survey (March 2015).

Brands must learn to market towards moms with relatable content that is empathetic and understanding.

With 90% of moms online and 22% shopping online at least once a day, more moms are having conversations through social channels about their purchases and sharing their feelings about their experiences with brands. If brands could harness that data around moms, they’d be better equipped to market to them, learning what campaigns are causing negative sentiment and what potential initiatives they could take.

In order to determine the topics moms discussed most on social, Insightpool’s data science team did a deep dive into the mom by creating filters around “children” and “kids”.

After collecting over 600k social interactions, Insightpool saw that the majority of mom conversations surrounded their kids’ shoes and sporting events, as well as several other topics.

Screenshot 2016-03-29 16.11.07

Here’s a list of social insights into an average mom’s conversation on social:

  • 59% of moms talk about infants more than any age group
  • 40% talk about their kids’ sporting events
  • Moms talk three times more about kids’ birthdays than seasonal holidays
  • 38% of moms talk about kids’ shoes
    • 48% talk about shoes being difficult to “put on”
    • 42% say “tripping/slipping” is a pain point for moms
  • Millennial Moms drive 38% of conversations while Grandmothers drive 25% of conversations

 

With insight into key target audiences, brands now have exclusive access into who they should target and the topics their communities care about. Many brands stop at the data but aren’t sure what’s next. Now, brands can take the key findings and implement them into marketing strategies.

Here are some ways to move from data to actionable insights:

1. Develop Better Insight Into Prospects, Customers, and Buyers Behavior

Characteristic marketing allows brands to get to know their prospects before engaging in a conversation. In essence, this means that marketing can now support and encourage sales teams to become smarter sellers, so that there’s no need to go into a sale blind.

Social data is now accessible to brands, but to say that there’s a vast amount of helpful human data out there is an understatement. With this data overload, brands have the ability to pull key characteristics, sentiment, topics, and conversations from social data. This gives marketers direct access to their prospects, customers, and buyers behaviors.

Using a tool like Insightpool’s proprietary algorithm, you can gain direct access to social data and pull key finding about customer and prospect characteristics.

2. Become Predictive in Marketing Efforts

While we can’t foresee the future just yet, we are getting closer—at least on the marketing level. Characteristic data can help brands become predictive in their efforts so that marketing will not only help sales, but will also help stakeholders with business decisions based on data insights. This shift to predictive analytics has been brought on by technology, but also by a shift in thought from aggregate analysis to individual treatment, and from universal insights to personal insights.

Social data gives brands more in-depth insight into the voice and feeling of the consumer. This insight helps brands understand purchase intent, if someone is excited about a product or topic of interest. This type of insight can help brands think more predictive about product launches, marketing plans, and overall business strategy.

3. Provide Value on Insights, Not ROI

Marketers have always had to deliver when it comes to ROI, but insights give marketers different ways to assess success. With characteristic marketing, there are new ways to measure value. The value of the market’s organization, the value of particular projects, and the importance of market insights’ deliverables in winning deals, making decisions, and supporting stakeholders’ projects are all of the ways that brands can measure on a non-quantitative basis.

Essentially, when marketers discover where insights fall in line with business objectives and how they fit into the overall business, that is value added.

The shift from demographic marketing to characteristic marketing represents the vast possibilities that data provides for brands and businesses. Emerging technologies combined with new thought processes are paving the way for a more meaningful, insightful and successful approach to consumer marketing. From actionable marketing initiatives to predictive efforts, the opportunity is there—you just have to take it.

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4 Studies on the State of Influencer Marketing http://www.convinceandconvert.com/social-media-research/4-studies-on-the-state-of-influencer-marketing/ Wed, 30 Dec 2015 13:00:36 +0000 http://www.convinceandconvert.com/?p=29318 What's on the horizon for influencer marketing? New data from 2015 reveals its growing influence on the marketing world.

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4 Studies on the State of Influencer Marketing

I read influencer marketing blogs and newsletters every day. Don’t get me wrong—a good tips post has helped me greatly over the years. But I’m a sucker for posts containing facts, strategies backed up with data, and most of all… charts!

There is always good research coming out in the world of marketing, but in the past few weeks, the quantity and quality of data published has increased greatly. For this post, I’ve rounded up some of my favorites.

The Rising Influence of Mom Bloggers

Yesterday, I published a case study on how Lake Tahoe worked with mom bloggers for a press trip. I also love this infographic their agency put out:

Key takeaways from this research:

  • Understand the readers, not just the blog.
  • 90% of bloggers want to do contests and giveaways with their readers.
  • Actually read the blog before pitching. A pet peeve is a PR person who reaches out with an irrelevant story or idea.
  • Bloggers prefer personal relationships.
  • 79% of mom bloggers accept advertising to monetize their blog.
  • Implement a strategy that works on multiple platforms—most bloggers promote their blog on social media.

Smart Influencer Vetting Requires a Human Touch

Two studies were recently released on influencer marketing revealing what makes for successful influencer outreach. When analyzing the commonalities of these studies, the biggest takeaway is how important it is for marketers to vet influencers using both technology and human eyes.

Stats, reach, and social footprint are very important and can be streamlined with a blogger outreach tool. However, only humans can vet for content quality and authenticity. An influencer outreach strategy that allows time for both forms of vetting is crucial to success . This post reveals more.

Influencer Marketing Most Successful for Food and Fashion Brands

I love this study from Burst Media on Earned Media Value. Particularly the part where they dissected earned media value by industry and showed how much travel and food brands are earning for their money spent on paid media.

Earned Media Value infographic

Image via Burst Media

Where Do Marketers Stand on Blogger Outreach?

Being so close with all of our clients at GroupHigh, I had the luxury of surveying our own network to see how marketers are implementing blogger outreach and their thoughts on the effectiveness of a blogger outreach tool.

Two noteworthy findings are:

  1. Most marketers implement both a campaign and network building strategy when it comes to blogger outreach.
  2. The majority of marketers surveyed vet for traffic and a blogger’s social presence, but less than half look at SEO stats.

You can check out other findings in this post.

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What the Rise of Sponsored Social Means for Your Business http://www.convinceandconvert.com/social-media-research/sponsored-social/ Wed, 09 Dec 2015 14:00:00 +0000 http://www.convinceandconvert.com/?p=28669 A new study reveals just how rapidly sponsored social is growing, and how it's matched traditional display advertising in effectiveness.

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What the Rise of Sponsored Social Means for Your Business

Sponsored Social has redefined what digital word-of-mouth can do for brands. Crossing over into the “Native Advertising,” “Content Marketing,” and “Influencer Marketing” categories, Sponsored Social is a rapidly growing marketing practice. It has created a way for brands to not only connect with their target audiences, but also for consumers and influencers to form compensated business relationships with the brands they love, while creating and sharing brand-sponsored content with their online followings.

As Sponsored Social continues to grow, the demand for independent metrics to guide the industry’s future continues to increase. Sponsored Social pioneer IZEA commissions an annual study to uncover insights on the knowledge, experience, and overall sentiment of marketers and creators around Sponsored Social, as well as their input on budgets, price perceptions, and FTC compliance. For the first time this year, the study also surveyed consumers to see how they feel about Sponsored Social—a sentiment that has never been measured in the industry.

2015 State of Sponsored Social Report

Carried out by The Right Brain Consumer Consulting and Halverson Group, the sixth annual State of Sponsored Social report revealed that consumers rate Sponsored Social as equally or more effective than all other forms of traditional and emerging media. The study also uncovered that 52 percent of companies now have a stand-alone Sponsored Social budget for their brand and find Sponsored Social to be one of the top three most effective marketing investments they make.

Marketers Find Sponsored Social More Effective than Most Traditional Approaches

For the marketer portion of the study, Halverson Group distributed a Quantitative National Survey to 511 marketers, including both client and agency marketers from large and small companies, and spanning the spectrum of professional levels. To ensure rich and relevant feedback, all respondents were required to have familiarity and professional experience with Sponsored Social programs.

sponsored social survey

Experienced social media marketers revealed a positive shift in Sponsored Social compared to the same period last year. Key findings include:

  • 25 percent of companies have an organizational annual budget in excess of $500,000; five percent estimated their Sponsored Social annual budget is in excess of five million.
  • There is strong positive momentum behind Sponsored Social’s marketing effectiveness—in fact, over half (54 percent) of marketers feel better about Sponsored Social than they did a year ago.
  • Marketers recognize the time and effort required for creators to produce long form content, which is why they are willing to pay 2.1x premium to sponsored video and blog posts versus other forms of Sponsored Social
  • Most Sponsored Social marketers compensate creators with monetary payment versus free product or merchandise.

sponsored social survey 2

Short Form Content Dominates the Sponsored Social Landscape for Creators

The study also surveyed a sample of 150 creators sourced from IZEA’s database to ensure the sampling included those who use Sponsored Social as a profession, as opposed to a hobby. Findings revealed that creators are more passionate about the brands they represent than ever before, and they continue to promote brands beyond paid projects. Other findings include:

  • 85 percent of creators say they are more likely to purchase from brands that sponsor them, 89 percent say they tell friends about brands that sponsor them, and 83 percent share posts about their sponsors for free, outside of their contractual agreements.
  • Over two in five content creators spend zero to 39 hours per month producing content, as more are focused on short form “snack-able” media on platforms such as Twitter, Facebook, and Instagram.
  • Sponsored Social is a source of income for nine out of 10 creators, and say it accounts for 55 percent of their income.
  • Sponsored Social represents the primary source of creator income, beating out display advertising.

sponsored social survey 3

Consumers Perceive Sponsored Social as Equally or More Effective than TV Commercials

The consumer portion of the study uncovered findings on consumers’ social media usage, media consumption patterns, and perceptions around Sponsored Social’s effectiveness. The study distributed an online survey to a nationally-representative U.S. sampling of 1,003 consumers, ages 18-70.

Key findings from the consumer study include:

  • Over one in three adult online users ages 18–70 have seen a Sponsored Social message in the past year.
  • On average, adults see three Sponsored Social messages per day.
  • Sponsored Social is perceived by social media users to be equally or more effective than TV commercials, and far exceeded banner and traditional print/radio ads in terms of effectiveness.
  • Consumers rate the credibility, trust/respect, and actual product use of content creators as the key drivers to Sponsored Social effectiveness; Creator popularity, fame, and audience size are far less important.

 

As Sponsored Social gains notoriety as a highly effective marketing tool that benefits brands, creators, and consumers, it will continue to play a vital role in marketing strategies for years to come. View the full 2015 State of Sponsored Social report here.

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Is being a productive marketer worth the personal price? http://www.convinceandconvert.com/social-media-research/is-being-a-productive-marketer-worth-the-personal-price/ Tue, 03 Nov 2015 14:00:00 +0000 http://www.convinceandconvert.com/?p=28091 60 percent of marketers have delayed going to the bathroom to meet a work deadline. Is working hard—maybe too hard—just part of what it means to be a marketer now?

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Is being a productive marketer worth the personal price

It ain’t easy being a productive marketer in these modern times. We have more things to do, ways to do them, and methods of staying “connected” to our teams and our customers. But what is the personal cost of that productivity?

Fascinating new research from Workfront and Harris Poll reveals some answers.

Marketers feel pretty darn good about being productive. In fact, 92% of marketers surveyed said that they are productive (although there may be some self-fulfilling prophesies in action there).

The survey didn’t mention the demographics of the 207 marketers who responded, but I’m going to go way out on a limb here and say that most were Generation X. Why? Because 22% of research participants said Baby Boomers at their company are the most productive. A whopping (and perhaps self-congratulatory) 58% said Gen X was most productive. 20% said Millennials are the most productive cohort of company employees.

But what does it require to consider yourself “productive” today? That’s really the question, and in short, the answer is “a lot”.

Peeing is for the weak

60% of marketers have delayed going to the bathroom to meet a work deadline. (highlight to tweet – it’s fun!)

Among those that skip the loo, they do so an average of 4.3 times per week. I’m very much in this camp now, as who has time to pee when there are tweets to be sent and podcasts to be recorded? But, I am old enough to remember a different time when calling for a “bio break” in a meeting didn’t qualify you for sainthood.

24x7x365

Work hours are similarly changed.

90% of marketers check email at night or on weekends.

NINETY PERCENT. That’s remarkable. And damning. Are we actually better at marketing now, or are we just beholden? Again, I remember the b.s. age (before smartphones). Back then, when you walked out of the office you were done until Monday.

(I am writing this Friday night, on a plane, coming home from London. Yeah, times have changed.)

So why do we do it? Why are marketers crossing their legs, and checking email during their kids’ soccer games?

Workfront + Harris Poll research

Workfront + Harris Poll research

According to the research, it’s a melange of rationales, but the most often cited—by 52% of respondents—is “to get ahead of the work.” That treadmill feeling that your to-do list will never end is all too common, and familiar to me as well.

I’m trying to take to heart the productivity, balance, and time management lessons from my friends Rory Vaden and David Horsager. Both are authors and speakers whose guest appearances on my Social Pros podcast I consider to be MUST LISTENS for marketers afflicted with this syndrome. (Seriously, listen in to Rory’s episode here, and David’s here. They will help you.)

One of the other primary reasons marketers are working so hard is “to look more dedicated than my colleagues,” cited by 17% of participants. So at least in part, hyper-working is a self-inflicted wound from not setting limits, being technologically tied to work at all times, and trying to climb the ladder of “success”.

But there’s another, often unspoken factor at play: company culture. 32% of marketers say they work long hours because it’s simply expected at their company. It’s this culture of “working ridiculously hard is a badge of honor” that I ranted about in this episode of my Jay Today video series, as I see young entrepreneurs falling into the “hustle” trap time after time.

Is This Inevitable?

It’s a common requirement of being a professional marketer in many companies. Working extra hard is simply what you’re supposed to do, because marketers before you did it, and if you don’t like it the company will find someone else to do it.

I know a lot of marketers, and if I had to categorize their collective attitude about all this work it would be “weary resignation”. But is this really the best scenario for us? For the marketing professional? For the companies we serve? Not to mention our families?

I feel fortunate that I at least got to begin my career in the pre-Internet days, where the pace was different and the expectations as well. Many of the young marketers with whom I work—not to mention my kids—will never know a time when taking a piss wasn’t perceived as some sort of guilty pleasure.

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SlideShare is the digital marketing secret weapon – new research http://www.convinceandconvert.com/social-media-research/slideshare-is-the-digital-marketing-secret-weapon-new-research/ Thu, 28 May 2015 12:00:00 +0000 http://www.convinceandconvert.com/?p=24345 Just 15 percent of social media marketers are using Slideshare. Here's why 85 percent of them are missing out on a big opportunity.

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SlideShare is the Digital Marketing Secret Weapon

Image via BigStockPhoto.com

Just 15% of social media marketers are using Slideshare.

85% of social media marketers are missing out on a fantastic opportunity.

The 2015 Social Media Marketing Industry Report, released this week by Social Media Examiner found that usage of Slideshare increases steadily in lock step with the experience of the social media marketer.

slideshare secret weapon

In my estimation, the reason why more experienced social media marketers gravitate toward Slideshare is that they eventually recognize that social media is about actions, not eyeballs. The “reach” offered by the larger consumer-oriented platforms is seductive, but if only a tiny percentage of your fans are seeing your posts in those venues, is the reach really reliable?

Slideshare’s audience is bigger than you might think, is terrific for lead generation, and is populated by people actively seeking information and resources (not dissimilar from a search engine, in that regard).

And that audience is hungry for information. It’s not uncommon to generate significant views and downloads for Slideshare presentations, including 24,000+ and counting for my presentation on reliable reach:


(I was recently named one of the top 10 marketers to follow on Slideshare, by the Slideshare blog and there are a bunch of terrific people on that list if you want some inspiration)

Of course, Slideshare is more popular among B2B marketers than B2C, with 24% of the former, and 9% of the latter currently participating, according to the Social Media Examiner report. But this doesn’t HAVE to be the case. B2C brands can be very successful on Slideshare, especially since they’ve expanded their content types to be far broader than just presentation slides.

But yet, 56% of social media marketers have no plans to get involved in Slideshare. That’s okay. More opportunities for the rest of us.

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Why you are unsure how to advertise on Twitter http://www.convinceandconvert.com/social-media-research/why-you-are-unsure-how-to-advertise-on-twitter/ Wed, 27 May 2015 12:00:00 +0000 http://www.convinceandconvert.com/?p=24343 Interest in Twitter among social media marketers remains high. But increase in paid Twitter advertising is much lower. New research shows why it's hard to advertise on Twitter.

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Why You Are Unsure How to Advertise on Twitter

Twitter is popular among social media marketers. Twitter advertising is decidedly less so.

Overall enthusiasm for Twitter remains high, and social media pros plan to use it even more than they already do. 66% of social media marketers plan to increase their Twitter marketing in the near future, according to the 2015 Social Media Marketing Industry Report, released by Social Media Examiner.

66% of social media marketers plan to increase their Twitter marketing in the near future

Interest in learning more about Twitter is almost equally strong, with 58% of the 3,700+ respondents to this survey saying they wanted to know more about Twitter.

But that interest appears to primarily be centered around free, organic use of Twitter. As has been widely reported, Twitter’s stock dropped 27% nearly overnight in April, 2015 after the company reported slower than expected growth in ad sales.

Are we surprised that people don’t want to advertise on Twitter?

Even social media marketers aren’t that excited about Twitter advertising. This chart speaks volumes about Twitter’s financial issues.

Interest in Facebook advertising far exceeds interest in Twitter advertising

Interest in Facebook advertising far exceeds interest in Twitter advertising

Fewer than half of social media marketers are interested in paid Twitter AT ALL, and only 31% plan to increase spend in 2015. However, more than half of social media marketers plan to increase paid Facebook over the same period.

Just 31% of social media marketers plan to increase their spend on paid Twitter in 2015

If fewer than one-third of the people who do this for a living are interested in increasing their Twitter ad budgets, imagine the tepid interest among “regular” businesspeople.

Why it’s hard to advertise on Twitter

In many ways, Twitter is to blame for this mess, and the harder they try to fix it, the deeper they dig their own hole.

The biggest challenge is that what and how you buy ads on Twitter changes ALL THE TIME. New ad units. New ways to pay (They just rolled out six new payment models, included cost per app download. Great to offer that flexibility, but it just ups the complexity geometrically which hurts the small business revenue stream).

They keep offering new and different ad products, but that just muddies the water and adds to the sense that it’s a lot of work to do Twitter advertising.

Now, Twitter is rolling out the ability to buy ads within Google’s DoubleClick ad platform. That will make it easier for existing DoubleClick users to buy in one interface of course, but Twitter is playing a dangerous game there. Unless there’s a Google/Twitter merger coming (and I don’t believe that would be far-fetched, actually) Twitter is very much sticking their head in the lion’s mouth.

But ultimately the problem is this:

66% of social media marketers plan to increase their usage of Twitter, but only 31% want to increase paid Twitter.

62% of social media marketers plan to increase their usage of Facebook, and 53% want to increase paid Facebook.

See the difference? Facebook has successfully convinced social media marketers that paid Facebook IS Facebook. Twitter has never done that. And the only way they will hit their revenue goals and convince more marketers that it’s worth it to learn how to advertise on Twitter is to start aggressively suppressing organic reach, as Facebook did.

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YouTube marketing strategy a top priority for social media marketers http://www.convinceandconvert.com/social-media-research/youtube-marketing-strategy-a-top-priority-for-social-media-marketers/ Tue, 26 May 2015 12:00:00 +0000 http://www.convinceandconvert.com/?p=24340 Finally, video is getting HOT among social media marketers. 66% of social media marketers plan to increase their Youtube marketing in the near future, according to the 2015 Social Media Marketing Industry Report, released by Social Media Examiner. 66% of social media marketers plan to increase their Youtube marketing in the near future Twitter and […]

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Youtube marketing strategy a top priority for social media marketers

Finally, video is getting HOT among social media marketers.

66% of social media marketers plan to increase their Youtube marketing in the near future, according to the 2015 Social Media Marketing Industry Report, released by Social Media Examiner.

66% of social media marketers plan to increase their Youtube marketing in the near future

Youtube Social Media Research 2015Twitter and Linkedin were also cited by 2/3 of social media marketers as being tactics where they are planning to boost efforts. (incidentally, 62% of the 3,700+ respondents said they wanted to do more on Facebook, which is amazing to me as it feels like the industry has squeezed all of the blood out of that particular stone)

In terms of YouTube as a major channel to consider, it’s about time. With 4g/LTE bandwidth everywhere, streaming video to a phone is a simple proposition, and YouTube itself is investing big money into turning their platform into the new television.

Ask yourself this question: are people reading more, or watching videos more?

YouTube Marketing Strategy Will Become a Hot Commodity

72% of the participants in this social media research (which were self-selected) say that they want to learn more about video marketing – additional evidence of the rise of Youtube as a core channel.

But video marketing without a strategy can be be a colossal waste of time. Understanding how to right-size your content, production, and amplification of video is a meaningful challenge, and our consulting team at Convince & Convert has lately been doing a lot of big-company YouTube marketing strategy work, as well as overhauls of playlists and annotations, etc.

YouTube is Currently a Big Business Play

This research found that YouTube is currently used by 71% of the surveyed companies with 100+ employees, compared to 38% of self-employed respondents. This shows that the long-held perception that video is difficult and expensive has not fully abated. However, low-res, yet high-impact video productions like my own Jay Today show, as well as training and how-tos from video marketing geniuses like Amy Schmittauer and Sunny Lenarduzzi are (in my estimation) starting to change this perception.

Is video harder than sending a tweet? Of course, but once you have a sound Youtube marketing strategy (or a video strategy overall that might include Facebook, Instagram, and even Twitter video) it doesn’t have to be a massive production burden.

YouTube is Embraced Equally by B2B and B2C Marketers

One of the most fascinating findings in this study is that YouTube is used by 55% of B2B marketers, and 55% of B2C social media marketers who participated.

YouTube is used by 55% of B2B social marketers and 55% of B2C social marketers

This makes YouTube the only major tactic or channel that has a nearly even mix of participation. Twitter comes closest, with 83% of B2B social marketers using it, compared to 77% of B2C social marketers.

YouTube for B2B is absolutely viable, especially considering research from Forbes that shows 52% of senior business executives watch video for work purposes at least weekly.

What are your plans to increase YouTube marketing? Let me know on our G+ or Facebook page.

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The 4 Best Influencer Marketing Studies of 2015 (So Far) http://www.convinceandconvert.com/social-media-research/best-influencer-marketing-research/ Thu, 23 Apr 2015 13:00:00 +0000 http://www.convinceandconvert.com/?p=23498 Hungry for data? This post rounds up some of the best recent studies and data visualizations from the world of influencer marketing.

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The 4 Best Influencer Marketing Studies of 2015 (So Far)

I read influencer marketing blogs and newsletters every day. Don’t get me wrong—a good tips post has helped me greatly over the years. But I’m a sucker for posts containing facts, strategies backed up with data, and most of all… charts!

There is always good research coming out in the world of marketing, but in the past few weeks, the quantity and quality of data published has increased greatly. For this post, I’ve rounded up some of my favorites.

Partnering With Influential Moms

Yesterday, I published a case study on how Lake Tahoe worked with mom bloggers for a press trip. I also love this infographic their agency put out:

Key takeaways from this research:

  • Understand the readers, not just the blog.
  • 90% of bloggers want to do contests and giveaways with their readers.
  • Actually read the blog before pitching. A pet peeve is a PR person who reaches out with an irrelevant story or idea.
  • Bloggers prefer personal relationships.
  • 79% of mom bloggers accept advertising to monetize their blog.
  • Implement a strategy that works on multiple platforms—most bloggers promote their blog on social media.

Technology Plus Human Eyes Deliver Best Results

Two studies were recently released on influencer marketing revealing what makes for successful influencer outreach. When analyzing the commonalities of these studies, the biggest takeaway is how important it is for marketers to vet influencers using both technology and human eyes.

Stats, reach, and social footprint are very important and can be streamlined with a blogger outreach tool. However, only humans can vet for content quality and authenticity. An influencer outreach strategy that allows time for both forms of vetting is crucial to success . This post reveals more.

Food and Fashion Brands Are Seeing Most Success with Influencer Marketing

I love this study from Burst Media on Earned Media Value. Particularly the part where they dissected earned media value by industry and showed how much travel and food brands are earning for their money spent on paid media.

Earned Media Value infographic

Image via Burst Media

Marketers Weigh In on Blogger Outreach

Being so close with all of our clients at GroupHigh, I had the luxury of surveying our own network to see how marketers are implementing blogger outreach and their thoughts on the effectiveness of a blogger outreach tool.

Two noteworthy findings are:

  1. Most marketers implement both a campaign and network building strategy when it comes to blogger outreach.
  2. The majority of marketers surveyed vet for traffic and a blogger’s social presence, but less than half look at SEO stats.

You can check out other findings in this post.

Have you seen any interesting research lately in the world of influencer marketing? Continue the conversation on our Facebook or Google+ pages.

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How to Leverage the New Twitter Partnership with Google http://www.convinceandconvert.com/social-media-research/twitter-partnership-with-google/ Wed, 25 Feb 2015 12:00:00 +0000 http://www.convinceandconvert.com/?p=22444 The new partnership between Google and Twitter could mean big things for how we approach Twitter engagement.

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How to Leverage the New Twitter Partnership with Google

Image via BigStockPhoto.com

On February 4, Bloomberg broke the news about a deal between Google and Twitter, allowing tweets to appear in Google’s search results as soon as they are posted. This immediately led to a great deal of speculation and discussion about what the deal meant.

In today’s post, I am going to delve more deeply into this topic, as it’s big news for people who are active in Twitter, or who are actively implementing SEO. This deal impacts both worlds, and to help bring some data into the discussion, I am going to reference three studies we did recently at Stone Temple Consulting:

  1. How Does Google Index Tweets Today
  2. How Tweets Can Speed Google’s Indexation of Content
  3. How to Maximize Engagement on Twitter

Indexation of Tweets

You can see tweets in Google’s search results from time to time. Since tweets are temporal in nature, you would think that Google would attempt to index them shortly after they were tweeted out. The data on how Google indexes tweets tell us a very different story:

Tweet Indexation by Day

According to this data, it took up to seven days to get 1 percent of the tweets tested into the Google index. Clearly, Google is showing little urgency to get tweets into their index fast.

How Will the New Deal Help?

Currently, Google must crawl Twitter to obtain the content within tweets. If Google were to try to crawl Twitter frequently enough to discover breaking news or to index tweets when they are really fresh (i.e., within the hour), they would rapidly bring Twitter to its knees. In addition, chances are good that even the massive crawling infrastructure of Google would be strained or overwhelmed by the task.

In the new deal, Google will receive data from Twitter in real time via a data feed. Google will not need to do any crawling at all to obtain the information they are looking for. As a result, Google will suddenly get tens, or hundreds, of times more access to the tweet stream, and with potentially less effort.

This does not necessarily mean that Google will index every tweet, but they are likely to index far more of the content than they do now, and they will do it much faster as well. This is what is in the deal for Twitter. They want their content discovered faster, and they want it to show in Google’s search results so they can get more exposure and, hopefully, more people to sign up for their service.

Driving Discovery of Content Through Twitter

What about using Twitter to help Google discover new web pages? Will tweeting a link to those pages cause it to be found? In our test on How Tweets Can Speed Google’s Indexation of Content, we showed that it’s possible that it can.

In this test as part of the IMEC Labs, we created three web pages and posted them on our web site, but none of these pages had any links to them, and there was no Google code on the pages. In other words, there was no way for Google to know that the pages existed.

Then for two of the pages, we had six or seven people tweet links to the page. One of these was tweeted with the hashtag #singersongwriter, and the other with the hashtag #searchengines. The third page was ignored and was simply designed to be a control page.

Here are the results we saw:

Tweets Indexed and Tested

The #singersongwriter page was indexed, but the other one wasn’t. Nonetheless, it seems clear that there are at least some times when Google does mark links it sees inside of tweets for potential crawling and indexation. (You can read the study for more details and backup for this statement.) Note that our study was using highly influential accounts to tweet the links, so it’s possible that tweets from profiles with less authority may not help as much.

With the new deal, it seems likely that this phenomenon will happen a lot more often. Google will also be able to look for situations where lots of tweets appear to be referencing new content that it’s not aware of. Having your content shared via Twitter could help you get SEO traffic to that content even sooner than you otherwise would today.

Maximizing Your Leverage From the Google-Twitter Deal

We know that Google is interested in discovering the content (be they web pages or tweets) that end users value the most. For this reason, we can expect Google’s algorithms for leveraging the Twitter data stream to focus on finding the most high-value content. While we can’t know in advance what algorithms Google might implement, we know what we can measure for ourselves, and that’s our success at driving engagement on Twitter.

This is where our final study, Maximizing Engagement on Twitter, comes into play. As your engagement grows, chances are good that Google’s attention to your tweets, and to the links you include in those tweets, will grow . While we don’t know if Google will be getting retweet count data from Twitter, it’s my belief that this is something that Google will try to derive one way or the other.

Our study showed that the most important factor in driving engagement was including images in your tweets:

Retweets and Images data

Does that mean you should include an image with all of your tweets? Probably not, as that might overwhelm the people who follow you, particularly if you do a large number of tweets every day. What it does mean is if you have a tweet which is particularly important to you, do include an image, and do spend some time crafting that image to be both relevant to the content in your tweet and to the viewing audience.

Hashtags were also shown to be important, as was tweet length. Links within a tweet appeared to be not much of a factor, and time of day appeared to have no impact at all on the likelihood of being retweeted.

What’s most important is that you find a formula that works for you. Measure your engagement progress over time, and make sure that you are continuously improving. It’s my belief that this will cause Google to pay more attention to your tweet stream, and index more of it, over time.

In addition, the relationships you build with others, which was not the specific focus of our studies, are incredibly important. If you have dozens of influential friends who regularly tweet or retweet your stuff, that’s awesome — congratulations! If not, begin working on building those relationships. Even if you are just getting started on Twitter, if you bring a lot of value to the conversations there, you may be able to build some influential relationships quite quickly.

Speculation Time!

As noted in the section header, the next few paragraphs represent speculation on other factors that could come into play with this deal.

We’ve known for a long time that Google+ is used in personalizing the search results. If I +1 a page, or share a link to a page, that page may show up higher in the search results for me when I later search for phrases to which the page is relevant. So here is the $64,000 question: Will Google start using these types of signals from Twitter to personalize search results as well?

In many cases, when people are logged into Google, Google will also know what that person has tweeted and if those tweets include links to content. They only need you to have completed that information in your Google+ profile as shown here:

Google+ Profile Twitter information

If they know it’s my Twitter account, and they can see pages for which I have included links in my tweets, they would decide to rank that page higher for me in the search results. Do I think this will happen? I think it very well could. Data is king at Google, and the ability to do something like this is likely a part of the reason for Google to do the deal, in my opinion.

Note that there are other types of personalization that Google does leveraging Google+, but it’s a lot more involved and would rely on Google also getting follower/following data from Twitter, and there is currently no indication that they are also getting that level of data. If they do end up getting that kind of data as well, then watch out, because the impact will be even larger.

Summary

The new Google-Twitter deal makes Twitter a bigger player on the overall digital media landscape, and it makes Twitter more important to your overall digital strategy. Set yourself up to benefit as much as possible. If you already have a strong Twitter focus, this gives you a chance to double down and get even more out of it. If you are just getting started on Twitter, fear not—there is still a lot for you to gain over time.

Continue the conversation on our Facebook or Google+ pages.

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How to Score the Best Clients For Your Agency http://www.convinceandconvert.com/social-media-research/best-clients/ http://www.convinceandconvert.com/social-media-research/best-clients/#respond Thu, 29 Jan 2015 13:00:00 +0000 http://www.convinceandconvert.com/?p=21888 Is a potential client playing the field or looking for love? Clients' answers to these agency questions can help you know the difference.

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How to Score The Best Clients For Your Agency

Image via BigStockPhoto.com

While agencies spend a great deal of time working to clarify their clients’ audiences and provide relevant content and programs for them, they often lack the resources (both in terms of client numbers and research expertise) to gain a reliable understanding of what their own clients and prospects are really looking for in an agency.

To help small- to mid-sized agencies better understand the needs and motivations of their target audiences, Audience Audit and Agency Management Institute recently partnered to conduct a quantitative attitudinal segmentation study of 271 buyers of agency services across the U.S.

All respondents work in organizations with a marketing budget of $1 million or less, all are decision-makers with regards to purchasing agency services, and all work with agencies now, have worked with them in the past, or are in the process of hiring an agency.

The study answered some common agency questions with surprising insights.

The research found three significantly different attitudinal segments among these buyers:

What buyers are looking for

“Looking for Love”

Respondents believe that agencies are a critical partner for business success and are the best resource for marketing strategy, tactical execution, insights and advice regarding the latest marketing trends, and innovative new ideas. They believe it’s important to develop a long-term relationship with an agency, and they don’t expect their agency to know everything, but they do expect they’ll know where to find the best answers.

“Playing the Field”

Respondents believe that hiring agencies is a necessary evil in order to benefit from their specialized expertise. They prefer to work with subject-matter experts in their required marketing disciplines, and they believe it’s important to change agencies periodically, even if they’re doing a good job. They favor youth and experience, and they believe small agencies are more client-focused than large shops.

“Single and Satisfied”

Respondents are less agency-dependent, since their organizations have clear marketing plans and often also the resources to carry them out. They rely on agencies less for strategic guidance, although they do find agencies valuable for generating ideas they can execute on their own.

In one of the most striking findings in the study, we found no statistically significant difference in industry vertical, maturity, organization size, or annual revenue among these segments, despite their dramatically different attitudes about the role of agencies in their marketing programs.

Agency Question #1: How Do We Find Loyal Clients?

First of all, forget being “Agency of Record”—81% of the respondents in the study have at least two agencies, a level consistent regardless of segment. (Tweet This)

Even among “Looking for Love” respondents, those who feel most strongly about comprehensive long-term relationships with agencies, 86% say they have at least two agencies currently.

However, it’s clear that the “Looking for Love” segment is most inclined to be loyal to their agencies. 70% disagree completely that it’s important to change agencies frequently, while only 32% of “Single and Satisfied” respondents and 7% of “Playing the Field” respondents disagree strongly with the same statement.

How often you should change agencies

Those targeting the “Looking for Love” segment should keep in mind, however, that these organizations, despite their interest in a deeply collaborative relationship with their agencies, are far more likely to have lower marketing budgets and are least likely of all the segments to have a marketing staff (and if they have a staff, it’s a smaller one).

Agency Question #2: How Can We Target the Big Spenders?

“Playing the Field” segment members reported significantly higher marketing budgets, regardless of their annual revenue bracket. They are also more likely to say they prefer agencies to freelancers, making them a good target for agencies wishing to capitalize on these larger spend levels.

Marketing budgets

However, “Playing the Field” organizations are much more interested in specialist agencies than generalists, believe in changing agencies even when they’re doing a good job, and are much more likely to be using analytics to monitor the success of their marketing programs (and partners). So agencies targeting this group need to be on their toes!

Agency Question #3: Will Clients Buy Strategy?

The research definitely shows an interest in the strategic guidance agencies can provide, although that interest varies significantly by segment. 61% of the “Looking for Love” segment members and 51% of “Playing the Field” respondents agree enthusiastically that agencies are the best resource for strong marketing strategy. This compares to only 26% of “Single and Loving It” respondents, who generally seem to feel that they have strategic efforts covered with their own marketing team.

Best marketing resource

The study revealed many more insights that should prove helpful to agencies seeking to serve organizations with marketing budgets of less than $1 million. Read more and download the full report here.

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New Social Media Research Uncovers the Big Problem for Businesses http://www.convinceandconvert.com/social-media-research/new-social-media-research-uncovers-the-big-problem-for-businesses/ http://www.convinceandconvert.com/social-media-research/new-social-media-research-uncovers-the-big-problem-for-businesses/#comments Sun, 04 Jan 2015 15:00:00 +0000 http://www.convinceandconvert.com/?p=21226 What you want social media to do for your business, and what consumers want from companies in social are far different, shows this new social media research.

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badge-jay-says

new social media researchWhat you want social media to do for your business, and what real people want and expect from businesses in social media are fundamentally different. This expectations disconnect and dissonance is the nucleus of all that is wrong and difficult about social media from a company perspective.

In Q4 2014, Hubspot released new research called The Social Lifecycle. In this project, they interviewed 600 consumers about where and what and how they want to intersect with brands in social media, in both a marketing and customer service context. Several interesting findings in this research, and I was particularly intrigued because the new book I am working on focuses on the impact of speed on business and society. (that’s the first time I’ve mentioned the new book, so consider that the early preview to the tease to the coming soon).

Hubspot surfaced several conclusions and recommendations as part of this research, and Suzanne Delzio did a strong summary of it over at Social Media Examiner recently. But I want to isolate a finding that strikes at the very heart of the problem companies face when trying to use social media to build their business.

In Social Media, Companies are From Mars, and Customers are From Venus

According to Hubspot, consumers expect brands to be on almost 3.5 different social platforms.

New Social Media Research 1

More than 80% of respondents expect brands to be on Facebook, and more than 60% believe brands should be on Twitter. YouTube is a distant third at just over 40%.

New Social Media Research 2

More than 80% of consumers expect brands to be on Facebook. (click to tweet. It’s painless!)

That all makes sense, but here comes the disconnect. When asked by Hubspot, consumers on average follow brands on just over 1.5 social platforms. That’s not to say they follow their favorite brands on 1.5 platforms, it’s that they only use 1.5 platforms (on average) to follow any and all brands!

New Social Media Research 3

Even more striking is the finding that approximately 35% of consumers follow no brands on any social platform.

Approximately 35% of consumers follow no brands on any social platform. (click to tweet. It’s a win | win!)

Square Peg, Meet Round Hole

In one corner, you have companies wanting consumers to follow them on as many social platforms as possible, to be able to “engage” with them and cause them to move from like to love, to become true advocates, to buy more stuff, and other, related outcomes.

In the other corner, you have consumers EXPECTING companies to be active, but not reciprocating that participation with a follow. However – and here’s where it gets particularly interesting – customers are increasingly comfortable using social to reach out to brands. Hubspot’s research (I’m working on my own version with Edison Research and Tom Websternearly 50% of respondents have used social media to praise or complain about a brand IN THE PAST MONTH.

New Social Media Research 5

 

People Want to Play the Field, not Go Steady with Your Brand

Many consumers are perfectly comfortable interacting with brands in social, and in fact they expect brands to be active in more than double the number of platforms (on average) than they follow brands upon.

What we have then is a fundamental expectation gap whereby companies want (and expect) consumers to pay attention to them in social media on a routine, ongoing basis, whereas consumers prefer to give their attention to those companies on an occasional, circumstantial and staccato basis. 

This is the social media equivalent of the difference between buying a magazine on a news stand once in a while when you see it in the airport (as I do with Travel & Leisure, for example) versus subscribing to a periodical to make certain it shows up at your house (as I do with The Atlantic, for instance). Both are expressions of support, but the latter is much stronger and benefits the brand in a far greater way.

Brands want to be heard at all times, but consumers only open their ears when they need something.  (click to tweet. It’s fun and affordable!)

Maybe They’re Just Not That Into You?

And realistically, the consumers’ version of how social media should work for companies is probably right. As I wrote about in my popular post about Facebook giving brands a playbook for how to succeed there, social media platforms (and Facebook in particular) are trying to provide to consumers a hyper- relevant and interesting stream of massively customized information. How often does ANY brand have something to say that even ardent fans need to hear every day?

This is why even though we at Convince & Convert recommend companies increase their publication frequency in social media (for algorithmic reasons), perhaps we all need to be thinking about social content effectiveness differently? Maybe we need to worry less about sustained exposure and engagement – which this research shows consumers don’t really want anyway – and worry more about crafting social content that it so useful and relevant that it breaks through consumers’ collective disinterest in branded social media? 

Maybe the goal shouldn’t be good engagement all the time, but great engagement from time-to-time?

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15 New Facebook Advertising Statistics http://www.convinceandconvert.com/social-media-research/15-new-facebook-advertising-statistics/ http://www.convinceandconvert.com/social-media-research/15-new-facebook-advertising-statistics/#comments Mon, 22 Sep 2014 11:00:00 +0000 http://www.convinceandconvert.com/?p=19991 15 new Facebook advertising statistics and what they mean, from Jay Baer's interpretation of the latest Facebook advertising report.

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15 New Facebook Advertising Statistics

Our friends at Salesforce ExactTarget Marketing Cloud (a sponsor of this blog) recently released their boffo Social Advertising Benchmark Report, where they dug deep into the actual results stemming from more than one trillion (TRILLION!) advertising impressions on Facebook, purchased through their platform.

It’s a fascinating report, and I suggest you download it (for free), as there are a lot more statistics (including breakout for EU, Australia, et al) and many more nifty charts and graphs.

Here are my summary observations, and 15 new Facebook advertising statistics I pulled out of the report, and some of my comments in parentheses:

Facebook Dominates Attention (and thus Advertising)

In an average month, 1.28 billion users are active on Facebook

In an average month, more than 1 billion people use Facebook on a mobile device

One in five minutes spent on a mobile device are spent in Facebook’s app (no wonder they’ve essentially abandoned building a Facebook phone…why bother when EVERY phone is a Facebook phone by default?)

Facebook Advertising Results on the Upswing

Globally, average click-through rate (CTR) for Facebook advertising increased from .18% to .36% in 2013 (Advertisers became wiser and employed better targeting and creative)

In the United States, average click-through rate (CTR) for Facebook advertising increased by better than 50%, from .09% to .14%. (USA has some of the lowest CTR world-wide on Facebook. Consumer fatigue, perhaps?)

In the United States, the Entertainment industry enjoyed the best CTR for Facebook ads in 2013. First quarter CTR for entertainment advertisers was .45%. Fourth quarter CTR was .87% (4th quarter movie promos, perhaps?)

Thanks for the image Scott Stratten

Thanks for the image Scott Stratten

In the United States, the Gaming industry suffered from the worst CTR for Facebook ads in 2013. First quarter CTR for gaming advertisers was .06%. Fourth quarter CTR was down to .05%, the only industry that saw a CTR decline in 2013. (Candy Crush fatigue, perhaps?)

CPG companies in the United States experienced the greatest increase (by percentage) in CTR in 2013, with first quarter results averaging just .07% CTR, but 4th quarter showing .20%.

In the U.K. average click-through rate (CTR) for Facebook advertising increased in 2013 from .13% in the first quarter, to .27% in the fourth quarter of the year.

Facebook Advertising Costs Also on the Upswing

Globally, Facebook ads cost 21 cents per click in the fourth quarter of 2013 when purchased on a cost-per-click basis.

The average cost-per-click for Facebook ads (when purchased on a per-click basis) increased 24% in 2013, world-wide. (this is not a surprise. Popularity always increases costs. The same thing happened with Google and Yahoo! PPC ads, back in the day)

The average cost-per-click for Facebook ads increased 24% in 2013 (click to tweet)

Globally, Facebook ads cost 75 cents per thousand impressions in the fourth quarter of 2013 when purchased on a CPM (impressions) basis. (As a 20-year veteran of digital marketing, it is wild to consider that we’re now at 75 CENTS per thousand ads, when it was 75 DOLLARS not all that long ago)

The average cost-per-thousand for Facebook ads (when purchased on an impressions basis) increased 140% in 2013, world-wide. (some of this is explained by brands chasing eyeballs due to the big drop in organic reach for Facebook posts)

Costs to advertise to mobile audiences on Facebook are quite a bit higher than the norm, with costs per click at 35 cents in fourth quarter of 2013, and costs per 1,000 impressions (CPM) at $5.41.

But, mobile ad performance may justify the higher costs, as mobile CTR in Q4 of 2014 was a whopping 1.56%, nearly 500% better than Facebook ads on the whole. (it costs more on mobile, but the results stack up, especially if your call-to-action is simple and can be easily completed on a phone)

Which of these new Facebook advertising statistics is most surprising to you? For me, it’s the mobile CTR. You?

Grab the full report from Salesforce ExactTarget Marketing Cloud.

Get a weekly dose of the trends and insights you need to keep you ON top, from the strategy team at Convince & Convert. Sign up for the Convince & Convert ON email newsletter.

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