Archive for ‘Trends’

March 7, 2012

Ladies Love Pinterest…87% of users are female [Infographic and eBook]

If you’ve been following social media trends over the past few months, you will have noticed that Pinterest has been something like a phenomenon. Although not a “new” social network (launched in early 2010), users have been joining in the millions since fall of 2011. And if you have recently jumped on the “Pinsanity” bandwagon, you’re probably a woman… at least according to the infographic below – created by mdgadvertising.

Women have traditionally out-participated their male counterparts in social media, with the exception of Google+, so this finding isn’t shocking. I was, however, a little surprised that the gender gap was so big on this network – 87% of users are female.

Even though I’m part of the 13% – I really like Pinterest for a number of reasons:

Pinterest is highly visual. Your main job as a “Pinner” is to share, and re-share, photos and videos.  This creates, often stunning, “pin boards” of content. Pairing the demographic information with the ability to tell a visual story, marketers have done a great job using this newly-popular social network. Most of the top ten brands using Pinterest focus on home design/decorating, beauty tips, and fashion.

It’s a home for different content. Pinterest is not just another place to post the same content you have on Facebook, Twitter, Google+, and Tumblr.  No matter what, your Pinterest content has to have a multimedia component. Though this does make for a very “pretty” user interface, the heavy priority placed on the visual can limit your effectiveness of sharing blog posts, or articles, that don’t have a quality image. In some cases (not many) I have not been able to pin stories because a relevant image wasn’t available.

Solid referral traffic. Pinterest is showing early signs of being a real player in the web traffic referral game. Since starting to use Pinterest, I’ve noticed a modest boost in web traffic on my blog, with a few hundred referrals from Pinterest. This could be due to how active and engaged the users are – It seems like “Pinners” are not being shy about “liking”  or “re-pinning” posts.

But watch out for the copyright cops. If you read the Pinterest terms and conditions closely, you will find that by using the service you declare that you are the lawful copyright owner of all images, and videos, posted. You also grant Pinterest permission to use your content as they please. This has the potential to leave you open to a lawsuit. I don’t think it’s very realistic to think that the average user will be targeted… but you never know. You can learn more about the Pinterest copyright concerns on Social Media Today.

Now for the infographic:

If you are hungry for more information about using Pinterest for yourself, or your business, HubSpot has created a great eBook. The first two chapters are “What is Pinterest & Why it Matters”  and “How to Create a Pinterest Account and Get Followers”. Then it goes on to discuss how to use Pinterest for Marketing and provides some examples of how brands are currently using the platform. If you’re interested in Pinterest, this eBook is a must.

January 4, 2012

3.5 social media trends to watch for in 2012

I began 2011 with a post of social media trends to watch for the year. In that post, I spoke about monetization, community buying, geo-tagging, and the rise in the interest of international networks. 2012 is a bit of a different animal, so here it is again for the 12 months ahead of us; 3.5 trends to watch for this year.

1. Better use of the “second screen”. This is the one that excites me the most.  According to Wikipedia, the second screen is  “the electronic device that a television watcher uses to interact with the content they are consuming.” Over 75% of Americans use the internet and watch TV simultaneously.  This means we’re on the couch with our laptops, smartphones, tablets googling actors, tweeting and interacting with personalities, voting on reality TV outcomes, and so on.

The Toronto Blue Jays are one of my favourite examples of using social media to enhance the game experience. I know what you’re thinking: “Why would you need to use social media to make baseball more exciting?” But it’s a great feature of Blue Jays telecasts. Tweeting Tuesdays allows fans at the game, and at home, to connect with broadcasters and other fans, ask questions, answer trivia, and win prizes. Originally (2010), the Jays had only planned on doing this about once a month, but by the end of the 2011 season they were doing this every week. For more on the Blue Jays’ social media efforts, check out their “Social Media Clubhouse“.

The second screen goes further than just using your laptop to interact with and google content. Enter Apple TV and Google TV.  These products are already available and serve to further integrate your TV, online, and smartphone experience. They allow you to access on demand content, are similar to many digital cable offerings, record programs, share with your other devices, etc. Download the Buddy TV app and you can control your entire experience from your smartphone including personalized channel guides, TV time reminders, and recommendations. Are you watching this?! is a great app for the sports fan that helps to keep tabs on your favourite teams and will let you know when other great games are underway. You can then use your smartphone to switch between the games.

2. Continued decline in quality of social deals. In 2011, I predicted that we would see an increase in the number of social deals, but a decrease in the quality of the offerings. This trend will continue in 2012. When community buying started to get big, customers were being offered 70%, 80%, and 90% off quality merchandise, services, and restaurants. Now, things have changed, and will continue to degrade. Example: The Groupon for January 3rd, 2012, was 53% off two singing Justin Beiber toothbrushes. There will still be good deals to be had, you just have to be diligent in finding the worthy ones.

3. Growth in social media measurement tools, but no winner established.  This has been the elephant in in the room of community managers for years. We’ve been able to make due by clustering together a variety of analytics, influence measurement, and link tracking to get a good idea of active audience size and engagement.  Several companies are competing for this space (Radian 6, Klout, PeerIndex, Twitalyzer, Crowdbooster, Sysomos, etc.) Some are free, some cost thousands of dollars a year, but nobody can paint the complete picture. Unfortunately, solving the social media measurement problem won’t come in 2012.

3.5 More IPOs. We saw 19 social media IPOs in 2011, and over 80% of them are trading below their opening price as we start 2012…not a good track-record (more on that story from Mashable). This year will certainly see it’s share of IPOs, perhaps the anticipated Facebook IPO will be the largest in history, but the viability of these properties will continue to be called into question. It’s hard to predict who will to what with whom, but if you do decide to invest, history tells us that you will be losing money. This one only gets 0.5 because the Facebook IPO is an easy one to call, but we also can anticipate others going public this year, including Livingsocial, Dropbox, and Yelp.

October 6, 2011

Remembering Steve Jobs, one tweet at a time [screenshots]

It’s always sad when somebody dies, no matter who they are. When it’s a well-known figure, the grieving is often done in public, with others who are connected by the contribution or impact of the deceased. On October 5, 2011, we learned Steve Jobs, Co-Founder, and former Chairman, and Chief Executive Officer of Apple Inc, had passed away at the age of 56. Since the news was announced, there has been a steady stream of tweets remembering, honouring, and mourning, his passing.

It’s fitting that people are using their Apple devices (powered by social media) to share their thoughts and feelings about Steve Jobs. To get a sense of how the online world was reacting and expressing themselves, I tracked several Steve Jobs-related hashtags today (October 6, 2011) including #iSad, #ThinkDifferently, #ThankYouSteve, #RIPSteveJobs, and #SteveJobsRIP.

I started taking screenshots of tweets that caught my eye. I didn’t know how many I would capture, but I stopped collecting them when I hit the 70 mark.  While watching these trends, I noticed some themes emerging from the types of tweets being shared. Many people are mourning, and we all do it differently. Here are the types of tweets I saw today.

Passionate Remembrance

Quirky comments

Remembering the technology

Steve Jobs quotes

Jokes (some cringe-worthy)

The 25 tweets (above) are just a few that caught my eye. For all of my screenshots, check out the slideshow below. #RIPSteveJobs

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