Tag Archive | "Social"

Digital Marketing News: Twitter’s Bot Detox Fallout, Google’s Mobile Thumbs-Up, & Millennial’s Top Social IQ Factors

Friday, July 20, 2018 Digital Marketing News RankRanger Report Image

Report: Google’s mobile search results now show image thumbnails 45% of the time
Mobile Google users see image thumbnails in nearly half the search results shown, according to new report data. Should marketers consider placing greater importance on thumb images? Search Engine Land

Twitter’s bot purge welcomed by agency execs
Twitter recently deleted millions of spam and inactive accounts in an effort to improve the platform. Does the move increase credibility among marketers and influencers? DigiDay

Report: Social media sentiment not predictive of offline brand outcomes
New research looks into online and offline brand conversations and their effect on consumer sentiment, plus the motivations that drive them. Marketing Land

EU digital chief urges lawmakers to ease tough copyright stand
The European Union’s top digital advisor has asked E.U. lawmakers to relax stringent proposed copyright reforms. A look at warding off potential losses in creative technology industries by re-visiting rules for the digital age. Reuters

Millennials Want Brands With Values, But, Really, A Good Deal More
New report data reveals what millennials admire in brands, and takes a look at a variety of the social IQ factors that drive the demographic. MediaPost

Facebook says ‘tens of thousands’ of people opt in to take its user surveys every week
Facebook has said that each week tens of thousands of users fill out feedback surveys offered by the platform. What can marketers learn from how Facebook gathers and uses survey feedback? Marketing Land

July 20, 2018 Digital Marketing News Statistics Image

‘Father of modern marketing’ Philip Kotler on avoiding brand decay and preparing for disruption
Long-time marketing author Philip Kotler, sometimes called the father of modern marketing, has shared new thoughts about brand decay, disruption, and how satisfying needs better than anyone else is still as relevant as ever. Marketing Week

Facebook testing AR ads in the News Feed & new tool to help brands create video ads
Facebook is trialing augmented reality (A.R.) news-feed ads, and has announced that mobile video ads are also getting several new features. Marketing Land

Data shows people want serious long-form content — and brands need to take note
New research data reveals that many are craving weightier content, and how marketers are successfully battling today’s massive competition for engagement. The Next Web

Survey: Google, Facebook most influential
New survey data shows the continuing power of advertising on Facebook and Google. The digital ad trends report also offers up online consumer trends data sets. BizReport

ON THE LIGHTER SIDE:

Marketoonist Tom Fishburne July 20 Cartoon

A lighthearted look at vanity metrics by Marketoonist Tom Fishburne — Marketoonist

How Kit Kat managed to turn a viral tweet into a branded proposal — The Drum

Redheads finally get recognition with ginger emoji — The Next Web

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — Forward-Thinking B2B Marketers Partner With Influencers To Create Cross-Channel, Long-Term Campaigns — Demand Gen Report
  • Ashley Zeckman and Lee Odden — How To Improve Content Amplification On The Cheap: Network — Heidi Cohen
  • Lee Odden — Amp Up Your Marketing with this Summer Reading List — Christina Giordano
  • Lee Odden — Tips to Take Your Social Media Business from Part Time to Full Time
    Andrea Vahl
  • Alexis Hall — Apply These 10 Cool Techniques to Increase Sales and Marketing ROI for your Small Business — Small Business Trends

What are some of your top influencer marketing news items for this week?

Thanks for reading, and we hope you’ll return next week for the latest digital marketing news, and in the meantime you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.


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Digital Marketing News: Twitter’s Bot Detox Fallout, Google’s Mobile Thumbs-Up, & Millennial’s Top Social IQ Factors | http://www.toprankblog.com

The post Digital Marketing News: Twitter’s Bot Detox Fallout, Google’s Mobile Thumbs-Up, & Millennial’s Top Social IQ Factors appeared first on Online Marketing Blog – TopRank®.

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Can’t Tell if Your Social Media Campaign is Really Working? Here’s What You Need to Know

The number of companies integrating social media into their marketing campaigns has been growing steadily over the past decade. Some businesses even rely solely on platforms like Facebook, Instagram, and Twitter to promote their goods and services. However, measuring the impact these campaigns have on their business remains a challenge.

A 2015 CMO survey underlined this difficulty, with only 15 percent of participating marketers being able to quantitatively measure the effectiveness of their social media marketing plans. Meanwhile, a recent MDG Advertising infographic shows that not much has changed with regards to measuring the effectivity of social media marketing and its impact on a company’s ROI.

According to the accompanying MDG report, only 20 percent of companies said they were able to determine the success of their social media campaigns while 44 percent could not determine social media’s impact on their business. This problem also affects marketing agencies, with 28 percent facing challenges in measuring the effectivity of social media. However, 55 percent of said agencies claim they could somewhat determine the ROI generated by social media while a mere 17 percent could accurately measure it.

[Graphic via mdgadvertising.com]

Challenges of Measuring Social Media Campaigns

Because social media is a relatively new (and constantly evolving) marketing channel, measuring its true impact of ROI remains a conundrum for many businesses. What’s more, a lot of companies remain unsure of social media’s place in the big picture.

There are other reasons why measuring social media impact remains complicated.

  • Businesses Have Different KPIs: Brands have their own goals, values, and propositions and the Key Performance Indicators (KPI) they want to measure depend on these. However, KPIs can change depending on the direction the company wants to take. This makes it hard to set specific metrics and data points.
  • Data is Limited: Each social media platform has its own set of analytics. Some tools engage followers while others show demographic information. It would also require companies to do a lot of mining just to put everything together.
  • Qualitative Results are Hard to See: It’s easy to see quantitative results such as the numbers of comments, likes, and shares. But the more important question is the kind of action consumers are actually taking — the qualitative results. For instance, are they buying products or just sharing content?
  • Business Impact is Hard to Determine: ROIs are about returns and investments. Even if companies are able to tie their social media campaigns to their KPIs and business goals, most remain confused as to what it means for their bottom line. Companies would have to consider the number of people working on social media accounts and their salaries, social media software, and advertising costs and compare them against KPIs.

Best Ways to Check Effectiveness of Social Media Drive

Despite the ambiguity, social media does have a positive influence on a company’s sales and revenue. The question now is how to measure and quantify this impact. Knowing the following metrics of your campaigns can help you measure their effectiveness:

  • Click-Through Rate: While click-throughs are a key metric, companies should do more than just track clicks. They should also focus on metrics geared towards specifically designed landing pages and content. Companies should also look at click-throughs in relation to bounce rates. High bounce rates imply that the site’s content is not delivering on the call-to-action or headline’s promise.
  • Conversions: Whether it’s a sign-up, filling out a form, or an online sale, companies should have a goal when it comes to conversions, especially when creating paid ads. This is significant as it provides direct ROI numbers. Conversions are also relatively easy to track. Some companies utilize lead generation forms while others opt for pixel codes.
  • Engagement: This metric is more than just the volume of likes a page or post has since it doesn’t give a clear indication of commitment. A meaningful engagement that results in brand awareness, product interest or sales are the best testaments to the impact of social media activity. Companies should put real effort into having a dialogue with their audience and influencers.
  • Traffic: Identifying the actual value of traffic is about checking the share of driven traffic and the actions generated by click-throughs. Tools like Google Analytics makes tracking the impact of social media on site traffic simpler. Companies should look more closely at how much of the site traffic was driven by social media since this will provide you with concrete numbers that you can work with.

Remember, you can’t market what you can’t measure (at least not effectively). So, before you run a social media campaign, be sure to set up adequate analytic tools that measure the data that correlates with the outcome you desire. For many businesses, picking the right tools and correctly assessing the data they collect comes with a learning curve. However, once you get past that hurdle, you can use the data to grow your business by leaps and bounds.

[Featured image via Pixabay]

The post Can't Tell if Your Social Media Campaign is Really Working? Here's What You Need to Know appeared first on WebProNews.


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5 Bad Habits that Will Tank Your Social Media Marketing

When I think about social media, I start to sound a lot like somebody’s cranky grandma. Back when I was starting out in marketing, we didn’t have all this Twitter or LinkedIn or Facebook. If you wanted to run an ad, you bought a classified. In the newspaper! Which people had to pay for! Did
Read More…

The post 5 Bad Habits that Will Tank Your Social Media Marketing appeared first on Copyblogger.


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Marketing 101: An intro to social listening, why you should become an undercover social media agent (and where to begin)

Learning what target customers aren’t telling you directly can be extremely valuable to your marketing efforts, providing critical insights. Your social knowledge base will evolve over time, but here are some good starting points.
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Digital Marketing News: 3.3B Global Social Users, Facebook’s Loyalty Prediction AI, & More

Digital Around The World Q2 2018 Chart

Report: Social media use is increasing despite privacy fears
3.3 billion people worldwide use social media, an increase of some 100 million over the first three months of 2018, according to new report data from Hootsuite and We Are Social, despite a spate of recent privacy fears surrounding Facebook and other social companies. The Next Web

Google posts $ 31.1B in total revenue, beats top- and bottom-line expectations
Alphabet Inc., Google’s parent firm, posted better than expected revenue results, with almost $ 27 billion in advertising revenue for the first quarter of 2018, beating both Wall Street and analyst predictions and continuing year-over-year increases. MarTech Today

Facebook’s secret ‘Loyalty Prediction’ ad tool anticipates future user behavior & purchases
Advertisers using Facebook will be able to utilize an artificial intelligence (AI) service tool to anticipate user behaviors and likely purchases, according to reports citing leaked information about the firm’s loyalty prediction ad utility. Marketing Land

Study: Majority reject ads on smart speakers
Most people don’t want advertising delivered through virtual assistants, smart speakers, or voice search results, according to new survey data examining screenless searching, however nearly 40 percent of respondents were open to receiving only relevant ads. Search Engine Land

Reddit to grow its 75-person brand partnerships team by 50 percent to woo advertisers
Reddit plans to increase its brand partnership team by 50 percent in an effort to boost its brand-friendliness and attract more ad spend to the sixth most visited site globally. DigiDay

Google Confirms Algorithm Update Released on April 16th
Google has confirmed the latest of its now-routine broad core search algorithm updates designed to boost SERP quality and relevance. Search Engine Journal

Pinterest redesigns business profile pages with monthly viewer counts
Pinterest’s one million businesses will have access to monthly viewer pin counts after rolling out a revised and updated business profile page that also includes several display enhancements. Marketing Land

Ads.txt has gained adoption, but 19 percent of advertisers still haven’t heard of it
Robot.txt-like Ads.txt server-side whitelist from the Interactive Advertising Bureau Tech Lab has made gains in recognition and implementation, yet adoption hurdles remain. DigiDay

‘You’re seeing the lightbulb go off’: Amazon’s ad business is appealing to more buyers
As marketers have shown increased interest in advertising with Amazon, the company’s ad products have become pricier, according to report data from Merkle. DigiDay

Facebook gives creators new ways to monetize videos, while pushing more users to Watch
Facebook’s Watch tab has played an increasing role in the company’s video advertising strategy, along with several recent enhancements for video creators. Marketing Land

73 percent of Internet users purchased a product or service online in the past month.

ON THE LIGHTER SIDE:

Marketoonist 5 stages of data privacy grief

A lighthearted look at the five stages of data privacy grief, by Marketoonist Tom Fishburne — Marketoonist

Google Maps is Now Using Fast Food Locations as Reference Points — Search Engine Journal

Iconic ‘MAD’ Magazine Relaunches, ‘DCist’ Plans Return — MediaPost

Why So Many People Make Their Password ‘Dragon’ — Wired

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — Interview: Lee Odden on the Rise and Success of Influencer Marketing — Brand24
  • Lee Odden — Video Interview: AQ’s Blog & Grill — AQ’s Blog & Grill YouTube
  • Lee Odden and LinkedIn (client) — Making the Case for Employee Advocacy: A Pocket Guide — LinkedIn Marketing Solutions
  • TopRank Marketing & Cherwell (client) — How to Guarantee Content Shares from Influencers — Onalytica
  • Ashley Zeckman — 82 Experts Share Their Favorite Influencer Marketing Tips to Increase Exposure — ShaneBarker.com
  • Lee Odden — Connecting in meaningful ways: What nonprofits and small businesses can learn from the YouToo Social Media Conference — DotOrgSolutions

Please join us once more next week, when we’ll share an exciting new array of the latest marketing news, and in the meantime you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.


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© Online Marketing Blog – TopRank®, 2018. |
Digital Marketing News: 3.3B Global Social Users, Facebook’s Loyalty Prediction AI, & More | http://www.toprankblog.com

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The Social Media Content You Create Today Will Have Little To No Value Tomorrow

In recent years a new crop of entrepreneur/freelancer/coach has risen off the back of social media channels like Facebook, Instagram, and Snapchat. These people use social platforms to distribute their knowledge or entertain people and thus attract clients. You share some pictures, write short updates, do live videos, and eventually…

The post The Social Media Content You Create Today Will Have Little To No Value Tomorrow appeared first on Yaro.blog.

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How to Survive the Social Media Midlife Crisis

Time moves faster on the internet. Last month’s memes are about as relevant as a 1920s vaudeville show. Even a bona fide viral phenomenon from just a few years ago seems quaint and dated.

Twitter and Facebook are only 12 and 14 years old, respectively. But they’re aging at internet speed. And right now they’re having a midlife crisis. Instead of buying a sports car and taking up craft brewing, though, that crisis is manifesting as existential dread and intense soul-searching.

The people who run the platforms are publicly examining their purpose and societal impact. More importantly, the people who use the platforms are asking tough questions:

What am I getting out of my time spent here?

Who is this platform structured to benefit?

Should I be trusting my data with this platform?

Is this a positive or negative thing I have let into my life?

As marketers, we have to ask ourselves the same questions. And we should add one more: Is our social media marketing valuable to our audience?

If we’re not adding value, we’re adding to the problem.

Social media is in crisis right now. But that doesn’t mean marketers should abandon ship. It means we have to do our own soul-searching. We need to take our social media accounts off of autopilot and approach them mindfully. Here’s what marketers should consider as we weather the social media midlife crisis.

How Does Your Social Media Marketing Make People Feel?

A recent Hill Holliday report found that a majority of 18-24 year olds were at least considering abandoning social media. Over a quarter said that social media hurts their self-esteem or makes them feel insecure. Thirty-five percent said there was too much negativity, and 17% said they were considering quitting because social media makes them feel bad about themselves.

Connecting with your brand on social media should make a person feel better. They should feel that your brand shares values with them, is paying attention to them, can help meet needs and solve problems.

It’s worth evaluating what your brand is posting on social to make sure it’s helping spread positivity. The old days of scaring or shaming people into buying a product are more than over. The overarching message of any brand on social media should be some variant of: “This is what we’re like. If you’re like that too, you’re awesome. Here’s some help you didn’t even know you needed. Here’s something to make your day a little brighter.”

[bctt tweet="Connecting with your brand on #socialmedia should make a person feel better. They should feel that your brand shares values with them, is paying attention to them, can help meet needs & solve problems. - @NiteWrites" username="toprank"]

Is Your Brand Using Social Media to Be…Well…Social?

Let’s be honest with ourselves, shall we? No one opens their Facebook app saying: “Gosh, I hope I have some satisfactory brand interactions today.” People use social media to connect with other people — you want to see if your high school best friend had her baby, check out your uncle’s kitchen remodel, or see pictures of your parents’ second honeymoon.

Most brands on social media have been pretty lousy at giving people that type of person-to-person interaction. Which explains why people are moving their conversations out of the public eye, into private groups in apps like Facebook Messenger and WhatsApp.

How can brands be more social on social media? It starts with transparency and honesty. I love Wendy’s’ sassy Twitter account as much as the next jaded Gen X’er, but snark only takes you so far. Use your social media posts to introduce the people behind your brand and the values they stand for. Then aim for meaningful interaction: When someone reaches out to the brand, make sure the reply is prompt, personal, and useful.

[bctt tweet="How can brands be more social on #socialmedia? It starts with transparency & honesty. - @NiteWrites" username="toprank"]

Is Your Brand Connecting with People Your Audience Trusts?

At the heart of it, there’s a limit to how well your brand can connect with individual people. Even when you’re honest, transparent, and engaging, a brand is still not a human being. The relationship dynamic will always be a little strained.

That’s one of the many reasons why influencer marketing works so well. Influencers can co-create content with you and amplify it to their audience on a much more personal basis than your brand could manage on its own. Find the people your audience already follows — in other words, the ones they want to interact with. Then work with these influencers to bring their audience great content that only your brand could have helped create.

Working with influencers helps put the personal, social touch back into social media marketing. It puts the emphasis of your brand interaction where it belongs: person to person.

[bctt tweet="Working with influencers helps put the personal, social touch back into #SocialMediaMarketing. - @NiteWrites" username="toprank"]

Read: Death of Facebook Organic Reach = Opportunities for Influencer Marketing

Getting Beyond the Crisis

When social media platforms first launched, most of us jumped right in. We found our high school classmates. We connected with friends from college. We added co-workers and family members and friends of friends, and we shared everything. Over time, we developed routines. Now, people are finally starting to analyze just what social media means to them. Most will keep their accounts open — but the majority will change the way they interact with the platforms.

Sound familiar? Most brands jumped headfirst into social media, developed routines, and then many of us went on autopilot. Now it’s time to question what we hope to get out of social media, and whether our tactics are getting us closer to those goals. And most importantly, making sure our goals match what our audience wants from us.

Need help with social media marketing? We have you covered.

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Digital Marketing News: YouTube Beats Facebook, Twitter Verify for All, Gen Z Bailing on Social

Social Media Statistics 2018

Social Networking Platforms’ User Demographics Update 2018 –  The most widely-used social media platform in the US isn’t Facebook. It’s YouTube. This new report from Pew Research explores data from the top social networking platforms for 2018 including YouTube, Facebook, Instagram, Pinterest, Snapchat, LinkedIn, Twitter and WhatsApp. MarketingCharts

Forrester Says Only 15% of B-to-B Marketers Are Fully Compliant With GDPR – According to results of a report released this week by Forrester, only 15 percent of b-to-b marketers are fully compliant with the General Data Protection Regulation (GDPR), while 18 percent are still wondering what to do. In fact, of the 66 marketing professionals surveyed in January, less than half of marketers had even even assessed all points from which they collect data. AdWeek

Why Consumers Leave E-Commerce Sites and Apps Without Purchasing – An item’s price and its shipping costs, along with not being able to find the right item are among the top ten reasons why consumers have abandoned a brand’s online shopping system, according to an Episerver report compiled from a survey of over 4,000 consumers worldwide. Ayaz Nanji of MarketingProfs takes a look at this report in his recent piece “Why Consumers Leave E-Commerce Sites and Apps Without Purchasing.” Marketingprofs

Twitter may eventually let anyone become verified – Someday Twitter may allow any user to get a verified account, If the intentions company chief executive Jack Dorsey recently made come to pass. During a recent livestream Dorsey expressed a desire to allow more Twitter users to achieve the blue checkmark giving to verified profile, as part of a goal to increase openness through the firm’s health metrics proposal. Colin Lecher explores Dorsey’s statements in his recent article in of The Verge, “Twitter may eventually let anyone become verified.” The Verge

Twitter moves to boot meme stealers and accounts that force tweets to go viral – Twitter has taken suspended the accounts of several users with hundreds of thousands and up to millions of followers in an attempt to counter so-called “tweetdecking” and other methods for gaming the firm’s current system. Adam Rosenberg takes a look in his Mashable piece, “Twitter moves to boot meme stealers and accounts that force tweets to go viral.” Mashable

Gen Z is quitting social media in droves because it makes them unhappy, study finds – Generation Z consumers may be spending less — or in some cases no — time on social media, because the platforms can make them unhappy, according to recent research from Hill Holliday, despite nearly 80 percent of participants in the study noting generally more benefits than drawbacks to social media site use. Oliver McAtee takes a closer look in Campaign US’s “Gen Z is quitting social media in droves because it makes them unhappy, study finds.” Campaign

‘An engineered feel-good factor’: Why autoplay video will persist – Autoplay video ads may be one of the industry’s biggest collective sins yet are not likely to go away anytime soon, according to a survey explored by Lucinda Southern in her recent Digiday piece “‘An engineered feel-good factor’: Why autoplay video will persist.” Digiday

Content Marketing Statistic

The 5th Wave Of Branding: Brands That ‘Do’ – The latest insight into five waves of branding first begun by emotional branding pioneer David Ogilvy are being continued and expanded in Ogilvy & Mather chief executive Miles Young’s newly-released “Ogilvy on Advertising in the Digital Age.” Joe Mandese takes a look at some of the book’s new research in MediaPost’s “The 5th Wave Of Branding: Brands That ‘Do’” MediaPost

Why So Many High-Profile Digital Transformations Fail – Harvard Business Review examines the failure of several high-profile firms to successfully implement meaningful digital transformations, laying out the lessons we can learn from strategies that didn’t pay off. Thomas H. Davenport and George Westerman explore the details in “Why So Many High-Profile Digital Transformations Fail.” Harvard Business Review

AI, Content & Search: 5 Macro Market Trends for Micro Marketing – AI-enhanced content marketing campaigns, personalization, and increased awareness of the customer journey are all pieces of today’s online selling puzzle, each explored in the new piece by Andy Betts in Search Engine Journal’s “5 Macro Market Trends In AI, Content & Search.” Search Engine Journal

Google Images update: Captions added to images, pulled from the page title tag – Google Images has moved to show captions alongside mobile search results, and Michelle Robbins of Search Engine Land takes a look here. Search Engine Land

Google search results page displays answer without any search results – Google is showing answers in the search results without showing any organic listings or ads or anything but the answer. Search Engine Roundtable

On the Lighter Side:

Microinfluencers
Welcome to the world of “micro-influencers” and “nano-influencers” – Marketoonist

Amazon Says It Has Fixed Randomly Laughing Alexa Speakers – Bloomberg

TopRank Marketing (And Clients) In the News:

  • Steve Slater – Top 3 Tools For SEO – Digital Kaizen
  • Rachel Miller & Lee Odden – Top 100 Social Media and Marketing Influencers – Digital Scouting
  • Lee Odden – Top 30 Marketing Influencers for 2018 – ExoB2B
  • LinkedIn – Hotter than Hot: Introducing the New Secret Sauce Recipe for Marketing on LinkedIn – LinkedIn Marketing Solutions Blog

Be sure to check in next week when we’ll be sharing all new marketing news stories or you can follow us at @toprank on Twitter for daily news. Also, be sure to check out the full video summary on our TopRank Marketing TV YouTube Channel.


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© Online Marketing Blog – TopRank®, 2018. |
Digital Marketing News: YouTube Beats Facebook, Twitter Verify for All, Gen Z Bailing on Social | http://www.toprankblog.com

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The Problem With Only Using Social Media To Grow Your Business

In recent year’s a new crop of entrepreneur/freelancer/coaches have risen off the back of social media channels like Facebook, Instagram, and Snapchat. These people use the tools to distribute their knowledge and thus attract clients. You share some pictures, write short updates, do live videos, and eventually, a few people…

The post The Problem With Only Using Social Media To Grow Your Business appeared first on Entrepreneurs-Journey.com.

Entrepreneurs-Journey.com by Yaro Starak

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Social Doubt: Beware the downside of social proof in social media marketing

Social proof is a psychological dynamic that helps power some of the success that marketers see from social media.
But there is a downside of social proof in social media marketing. Read on to learn some of its pitfalls and how to avoid them

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