Archive for ‘Social Media Marketing’

December 12, 2013

Infographic: Consumers are 64% more likely to purchase a product after watching an online video

YouTubeFormulaWe all know that content is king on the Internet; and when it comes to types of content, it looks like video is at the top of the food chain. Video is everywhere online, from feature-length films, to sales pitches, to amateur videos of people at the zoo. Year over year, YouTube comes out with statistics showing staggering growth in videos uploaded and viewed.

The good folks at MultiVisionDigital published the infographic below to put into perspective how the omnipresent video is affecting consumer decision-making and behaviour. If you are trying to sell products or services, you may want to add video to your online strategy (if it isn’t there already) as consumers are 64% more likely to purchase a product after watching an online video.

The most unexpected finding was that video has a lifespan of 4 years. That’s an eternity. Considering that the average lifespan of a Facebook post is 3 hours and 7 minutes, a four-year shelf-life for a video is astounding. To put it in perspective, exactly 4 years ago, on the date this post was published, Taylor Lautner was hosting Saturday Night Live making jokes about Kanye’s stage crash of Taylor Swift at the 2009 VMAs…but you know what, I still like that Kanye video so the 4 year lifespan checks out.

The infographic also shows that video is not just used for traditional B2C decision-making, but executives are using videos to inform their B2B purchasing choices.

  • The average user spends 88% more time on a website with video
  • 60% of consumers will spend at least 2 minutes watching a video that educates them about a product they plan on purchasing.
  • 96% of IT decision makers and tech buyers watch videos for business
  • 75% of executives watch work-related videos on business websites once a week

VideoSalesFigures

What do you think? Do online videos impact your decision-making? When was the last time you made a medium-sized or large purchase without checking out YouTube to see the product in action? Leave a comment and let me know.

November 11, 2013

You are what you tweet: Researchers predict users’ gender with 92% accuracy

How often do you think about what you are telling the world about yourself when you post an update to your social media profiles? Well, it turns out that you are being studied, whether you know it or not. Earlier this fall, PLOSone published a study that aimed to link the vocabulary netizens use with their age, gender, and select personality traits. The unique twist on this study was the methodology. Instead of using known word correlations to base their analysis on, they adopted an open vocabulary approach in an attempt to “find connections that are not captured with traditional closed-vocabulary word-category analyses”.

The use of the open vocabulary approach yielded some interesting results:

1. Men are much more likely to use profanity and talk about gaming while women seem to be much more positive and upbeat. *The size of the word in the word clouds below indicates the strength of the correlation; color indicates relative frequency of usage. Underscores (_) connect words of multi-word phrases.

MenvsWomen

 

2. Your age can be determined based on whether you talk about school, work or family.

Age

 

3. Extroverts like to party, introverts like the internet, neurotics use angry and depressed language, and the emotional stable like….basketball?

PersonalityTraits

 

4. Finally, the people in your social media networks who’s updates are negative, profanity-filled, and often tiresome, may rank low on the agreeableness, openness, and conscientiousness scale.

Agreeable

Beyond simply being “interesting”, these correlations will further help communicators and marketers get their message in front of the right audience – You need to know where your audience “lives” before you can influence them. Be sure to check out the full study “Personality, Gender, and Age in the Language of Social Media: The Open-Vocabulary Approach” for the complete methodology and findings.

November 21, 2012

The social side of Black Friday: Where will you be checking-in? [Infographic]

It’s almost upon us again. That’s right, Black Friday. When our American friends line up for some great holiday deals on the day following turkey and football day. And it’s a big deal. Some wait in line all night for the stores to open to get one-day-deals of around 60%-80% off, even on big ticket items.

If it’s a big deal in real life, it’s a big deal online. Just take a look at the #BlackFriday hashtag. It is filled with tweets of excitement and plenty of businesses trying to get the word out about their great deals. And the tweets keep mounting up. When I took the screenshot below from hashtags.org on November 21, 2012, it clearly showed the sheer amount of Black Friday related tweets going through the roof.

Twitter will be a great source of information this weekend, but the one social network I’m most interested in for Black Friday is Foursquare. Will a Black Friday badge be available? Who will be the most popular retailers? Who’s offering discounts and sales to people who check-in at their store? I couldn’t find many answers online, or through my own Foursquare app (perhaps because I’m in Canada). To be quite honest, the lack of Foursquare specials in my city has led me to stray away from that social network altogether.

But Foursquare has been very popular in the past. Check out the infographic below released by Foursquare that outlines last year’s activity on the network. It shows that Black Friday is the day that sees the greatest number of check-ins at retail outlets. It also suggests that people start arriving at their shopping destinations around midnight of the day before to either stake out their spot in line or to participate in Black Friday Midnight Madness events.

I would like to ask my American readers if they can add some first-person accounts from the Black Friday social media front. Will you be looking for deals using apps or social media sites? Is Foursquare part of your game plan? What hashtags do you find the most value in? If you are a business owner or retailer, will you be offering any incentives to your social media audience? Oh, and Happy Thanksgiving!

November 17, 2012

Talknowledgy Podcast #107: BB10, Ron Swanson’s Movember video, talking trash with athletes on Twitter, and more

Right off the top of the show we discuss BlackBerry 10, Pinterest brand pages, and Facebook’s rumoured job board.

This week’s “Creepy or Awesome?!” is centred on the recent Twitter outrage when big man Pau Gasol from the NBA Lakers missed the last shot of the game handing the historic club yet another early season loss.

Our YouTube Hero this week is Ron Swanson’s pro-Movember video encouraging men to keep growing their “mos” and raise money for men’s health. It also has some guest appearances from cast members from “The Office”.

Finally, a military sex scandal gets our #Hashtag Fail of the Week. That’s right, the sloppy use of email clients may have lead to the infidelity bust in the David Petraeus scandal.

If you liked the show, feel free to subscribe to this blog or our RSS feed to make sure you’re always up-to-date with Talknowledgy.

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