Posts tagged ‘social media for business’

September 29, 2014

The Science of Marketing – 6 Key Takeaways [Book Review]

science-of-marketing

August is the only month on my calendar where I get a bit of time to catch up on my personal reading list. This year, I spent much of that month reading book after book about social media, marketing, communications and leadership. One book that had immediate actionable content for social media community managers, was The Science of Marketing (2013) by Dan Zarrella. Working for HubSpot since 2009, Zarrella has access to the tens of thousands of data-sets he uses to identify trends and make process and content recommendations on how to improve your organization’s social media presence. Once you get past Zarrella’s description of himself as a “Social Media Scientist”, you’ll find some rather useful information that can help you benchmark and experiment with the social media communities you manage.

This is a tactical book, not a strategy book. If you are looking for ways to tweak your Facebook, Pinterest, Twitter, email marketing, blog, and lead generation efforts, this book is well worth the 200-page read. A few key takeaways:

  1. Content is still your biggest ally, and the most important piece of the social media puzzle. Zarrella’s response to the question “how much should I be blogging/posting” is “more than you are now”. He even suggests that, to increase engagement and shares, the optimal amount of blog posts is three per DAY.
  2. Blog posts published on Saturday and Sunday get more comments than posts published during the week. Zarrella considers two reasons for this. First, weekends allow users more time to actually read a blog post. Second, fewer companies publish content on the weekend, which means less competition for attention. In fact, Zarrella suggests that we should seek to publish our content when others are not. He calls this “contra-competitive timing”.
  3. Sentiment is important. Posts that are positive get the most comments, shares, and likes. The second most effective are negative posts, which leaves neutrality as the last place finisher. In other words, neutral is boring. If you are going to post something, make sure it contains your tone and think positive first.
  4. Calls to action work. The primary example used in this book is the correlation between retweets and asking for retweets. Zarrella found that simply asking people to retweet your content delivers four times more retweets than tweets that don’t make that request. I wouldn’t use this tactic for every piece of content I tweet, but it’s good information to know if you are responsible for managing an emergency/crisis situation where you need information to spread very quickly.
  5. If you want to catch your audience’s attention on Facebook, photos are by far the best option. Zarrella’s research indicates that photos are the most sharable form of content on Facebook, blowing text, video, right out of the water.
  6. He even gets down to a very granular level of detail by looking at where within a tweet is the best place to include a link in order to maximize clicks. The answer: right in the middle. He even provides lists of the most, and least, sharable/retweetable keywords.

All of these ideas, and about 100 more, are laid out in simple language and charts in this book. The author is quick to mention that his findings are in no way the set-in-stone way to do things that will guarantee success on social media. They are merely data-backed observations that can help marcom professionals tweak and tailor their social media program. In essence, what Zarrella has presented in this book is a look at trends in social media engagement. It’s now up to us as social media managers to use this information to benchmark and experiment and see what works in our communities.

You can find this title on Amazon for about $20, well worth the investment.

August 14, 2014

Your kids are sellouts, and they don’t even know it [Documentary]

Are you a sell out? How about your kid?

Frontline’s documentary “Generation Like” tells the story of how businesses use social media and big data to sell their wares to members of Generation Z (people born between 1995 and 2010).  It urges you to think about this topic from two angles. First, the teens’ perspective. Do they know they are being marketed to, and if so, do they even care? Wrapped in with this is the parental anxiety that exists for those parents who are not up-to-date with social media and digital technology. The second perspective is from the world of business marketing. The film gets into discussions about YouTube fame, collaborations, product integration, and content creation. It asks questions like: how much is a “like” worth? Or a friend? A follower? Or most importantly, the “share”.

This documentary primary focuses on the tactics businesses use to “empower” youth to spread marketing messages within their personal social media networks. One teen in this film spends her free time liking and sharing all the Hunger Games content she can possibly find to earn “sparks”. A currency only relevant to Hunger Games movies, that cannot be redeemed for prizes, but it’s used to keep score of who are the world’s biggest Hunger Games fans. Public recognition and a sense of belonging is used as the primary motivator for her behaviour.

GenerationLikeImageThe film also considers how these teens interact with traditional consumer brands, and if these youths are aware that they are being marketed to. At one point the film’s author asked members of Generation Z what it means to sell out…and none of them could give the traditional Baby Boomer or Generation X version of the term. In fact, they really had no clue what selling out was. One puzzled-looking teen thought that selling out means that there are no tickets left for a concert. Although technically correct, I can assure you that this wasn’t the context in which the term was being used.

The film definitely has some cringe-worthy moments. The most notable example I observed was a section near the end of the film when a mother discusses helping her 12 year-old daughter take and post photos to Instagram – her advice “if she (her daughter) wants to get the most likes, I know that all we have to post full body shots” (cringe).

I use this documentary as a piece of course content for the Social Media Management courses I teach in the Public Relations (PR) program at  Algonquin College. Students have written some fantastic reflection pieces on how this documentary has changed their view of how business and social media interact, and what implications it may have on their personal and professional (PR) lives.

You can watch the full doc, and access plenty of bonus content, on the Frontline website… Or use the video above to stream it directly from YouTube (there are more ads  in the YouTube version). Definitely a worth the watch.

 

 

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.

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