Posts tagged ‘facebook’

December 7, 2015

Shame on who? Cable company tries to shame its customers into paying their bills [podcast]

Podcast-Icon-01-01Earlier this month I sat down with colleague, and Algonquin College School of Business Management Professor, Ian Anderson to talk about a cable company in Canada’s Northwest Territories who took to Facebook to shame those who are in arrears in an attempt to collect a payment. The cable company in question, Senga Services, quickly found themselves on the defensive and was eventually asked by Office of the Privacy Commissioner of Canada to take down the names.

This incident raised a lot of questions that Ian and I consider in the podcast – Was this legal? What are the privacy implications? If it is legal, is it ethical? What duty of care do companies have when dealing with confidential topics? Should Segna expect a mass defection of customers because of this trust violation?

Be sure to check out the podcast on Algonquin College’s Experts Sound Cloud account.

March 11, 2015

Your brand content sucks. People are unfollowing. Here’s why… [Infographic]

Everybody works for a brand. It could be Big Blue or your own one-person business. Often I see articles, white papers, and case studies about how to “get” more customers. That’s the most important part, right? Maybe not. Yes, customer acquisition is essential, but what about those customers you already have – how do we know what they are feeling towards our brand? Are they loyal, or do we have a churn problem? Working at a post-secondary institution,  we talk about this all the time; the importance of keeping students in the classroom. Retention.

The same concern exists with our social media and email marketing campaigns. We have all had people unsubscribe from our mailing lists and unfollow our Twitter accounts, but we often have very little insight as to why. The good folks at Buzzsteam and Fractl recently surveyed 900 people to understand why people unfollow brands. The handy infographic below shares some of their findings. Here are three key take-aways that caught my eye:

  1. Content is still king. According to this survey, the biggest reason why people unfollow brands on social networks is due to boring or repetitive content. If your brand sells shoes, you can no longer think of yourselves as just a shoe company; you are also a media publishing conglomerate specializing in industry-specific useful content. Not just price promotions. You write, produce, and distribute articles, case studies, stories, videos, images, audio, etc. Is Red Bull an energy drink or a media house?
  2. More is not the answer. The most referenced reason why people unsubscribe to email mailing lists is the brand sends messages too frequently. This also holds true in social media as “too frequent content” was noted as the second-most popular reason for a user to unfollow on social. One email a week from a brand I follow is about all I can stomach.
  3. Engagement is the expectation. Almost 40% of the respondents indicated that they think brands are quite or very likely to engage with them after they follow the brand’s Facebook page. To me, serving content to my news feed isn’t engagement. If a brand reaches out to me personally or responds to my comments, that’s engagement. The expectation that I would be “engaged” simply by liking a Facebook page doesn’t exist in my mind.

I also find it interesting that about half of the respondents said that they would never unfollow a brand on LinkedIn. There seems to be some social network hierarchy going on here. Perhaps a LinkedIn follower would be considered more “valuable” than one from Facebook or Twitter. I’ll look for more reading on this topic.

What do you think? Do you unfollow brands because of their behaviour on social media? Are there other reasons not listed here that make you disengage? Let me know!

losing-followers-infographic

March 3, 2015

Does social media really influence consumer behaviour? [Infographic]

A recent survey by Eccolo Media, a San Francisco-based content marketing outfit, provides some insight into just how influential social media may be when it comes to technology purchases. Some of the results suggest that social media may not be as dominant as once thought. The handy infographic (below) shares some of their findings. A few key take-aways that caught my eye include:

  1. Social can grab your customer’s attention, convince them of a “need”, but not so great at delivering the conversion. The utility of social media is at it’s greatest during the pre-sales and initial-sales phase. The influence of social media sharply declines the closer the customer is to making the purchase.
  2. Case studies are the kings of the content world with 25% of respondents reporting that they would consult one while making a tech purchase. Check out this part of the infographic for some details about how effective the different elements of your content platform may be.
  3. Facebook and LinkedIn are in a heated battle to be seen as the go-to social channel when it comes to influencing purchases.

One variable that isn’t accounted for in this study is the amount of people who were indeed influenced by vendor posts, but either didn’t remember or didn’t even know it was a piece of vendor media. Advertising and promoted content is becoming so slick that I would bet that I saw vendor content from Samsung before I decided to buy an S5, but if you asked me if vendor media played a role in my purchase, I probably would have said no. Awareness of vendor media may be an issue here.

content-marketing-sales-funnel

December 22, 2014

Amazon reviews are almost as trusted as peer recommendations [Infographic]

A recent survey suggests that 50% of customers are actively using their smartphones to compare prices while in store.

A recent survey says 50% of customers are using their smartphones to compare competitor prices while in-store.

CRM software providers crowdtap published an infographic (below) this month to share some emerging trends in the ability of social media to influence consumer behaviour. After surveying over 3,000 US customers in 2013, and again in 2014, they found that social media is increasing its value to businesses who want to influence buying decisions throughout the holiday season.

A few things caught my eye:

1. Amazon reviews are almost as trusted as peer recommendations. I was a little surprised to see the difference between trusting a peer and trusting an online review was only 5 percentage points. I suppose this speaks to the importance of hearing directly from an existing product owner, rather than just trusting somebody in your network who you happen to already know who may not actually own the product.

2. Facebook dominates. If your business is only going to participate in one social media activity, you better make it Facebook. The survey results suggest that people are turning to Facebook, more than any other social network, to research gifts, look for promotions, and share their purchases. The only category where Facebook finished second was “gift inspiration” – losing the top spot by only one percentage point to Pinterest. Twitter seems to be rounding out the bottom of each of these categories. Perhaps this could be due to the transient nature of the messages, and also because Twitter relationships are often centered around topics of interest rather than trusted personal connections.

3. People are shopping at your competitors, right from within your store.  The survey results suggest that 50% of the people physically walking into your store will whip out their device and check a competitor’s price to see where you compare. I do this. I do this all the time. I expect this trend to continue to grow year-over-year.

4. Social media supplants TV as the most popular source for “inspiration”. For the first time, we’re relying on social media to provide us with gifting ideas more than any other medium; overtaking traditional television’s historical dominance in this area. This could be a symptom of the declining TV viewership numbers across every age demographic – with the largest decline in television consumption belonging to the 18-24 segment.

How does social media impact your holiday shopping behaviour? Check out the following infographic, and let me know what you think.

HolidayShoppingSocialMediaInfographicSmall

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.

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.

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