Tag Archives: facebook

Super Social Activity

There is still a lot of conversation about the Super Bowl, most of it centering on how big a part social media played.  Social entities were proved how big a promotional tool it could be for advertisers and real-time connection point between fans.  The amount of social activity that place is simply astounding; here are just some of the numbers.

shutterstock_113362825•  Half of all Super Bowl commercials featured a hash tag

• Total social activity during this year’s Super Bowl came it at 52.5 million interactions – that’s three times higher than last year

• The biggest social spike during the game did not happen during blackout – it happened at half time. The spike happened at 8:23, there were over 350,000 social interactions during that minute

• 88% of all social activity during the game came from mobile devices and 56% of social participants were men

• Super Bowl advertisers, on average, see a 20% increase to their sites on Super Bowl Sunday and the traffic remains above normal for a week

What Does This Mean To You?

In yesterday’s post, we looked at the impact social media can have on the awareness of your brand and how you can take advantage of everyday opportunities.  Ignoring social media would be a huge mistake.  You may not
the budget that Coke, Audi or Budweiser has but your business needs to
create awareness and reinforce value just like they.  By actively promoting
your business through social media and leveraging a good social reputation, you can develop more loyal customers. But just having a social presence is not enough, you need to engage and interact with people on social media – hence the social part.  Give them reasons to return to your social sites, incentivize them to share your message, utilize your social presences as customer service tools.  Companies that succeed aren’t just lucky, they prepare to take advantage of opportunities and have a sound media strategy.  For more information on how to make your business more social, please your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Trendrr; Mahable; Kantar

Social Media’s Impact on Brand Awareness

While the Big Game maybe over, its impact will be felt for a long time to come.  Joe Flacco might have been the MVP, but the big winners of the night were really Audi, the Budweiser Clydesdales and the SuperBowlLights twitter feed (You can probably add Stevie Nicks as well – you know that Landslide is going to be racking up the downloads from kids just discovering it).  Audi’s “Prom” & Budweiser’s “Clydesdale” spots scored big with fans and caused a ton of social media buzz. The blackout gave social media a huge lift and extended the campaigns of many advertisers.  Both Oreo and Tide had great social campaigns up within minutes and the @SuperBowlLights account had over 12,000 followers inside of 10 minutes. Many companies found that social media can be an useful tool in generating attention during the big game, now new research is out that shows how effective social media can in creating awareness in general.
shutterstock_107413223•  44% of use consumers think that social media keeps them in the know about brands & products

• Women are 20% more likely than men to learn about products through social media

• Nearly two-thirds of adults under 35 feel social media keeps them informed about brands and products

• The affect of social media is felt more by those who are in higher income brackets – 46% say social media keeps them in the know about brands

• Social media can also help with B2B messaging.  Businesses owners and senior executive decision makers are much more likely to be influenced by social media

What Does This Mean To You?

Yes, it’s much easier to create a social buzz when it’s backed up by a $4 million commercial and an audience of over 111 million people.  But social media can help nearly every business connect with potential customers and create awareness.  It comes down to taking advantage of opportunities.
The Super Bowl blackout is a great example.  Everyone from electricians and contractors to anyone who sells batteries and light bulbs could have taken advantage of the unique situation.   Start by promoting your social media entities in your existing messaging.  Encourage people to “like” you on Facebook,
follow you on Twitter and join your circle on Google+.  The Big Game only happens once a year, but there are things that happen every day that you can
use to increase your awareness through social media.  For more information on how to create a social buzz, please your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Ipsos; Huffington Post; The Nielsen Company; Mashable

Children Who Are Social Networked

The terms of service for most social networks state users must be 13 or older. But that doesn’t stop many kids from logging in.  One of the main reasons kids are on Social networks is for games.  New research has come out that looks into the social behaviors of kids from 6 to 12 years old.

shutterstock_107470973• Over 40% of children from 6 to 12 years old have visited a social networking site

• 30% of kids in that age group have their own profile page

• Over 90% of those who children who socially network are on Facebook

• Close to 60% of children 6 to 12 use social networks to see what others have posted or to play games.

• 54% have “liked” something

• 43% of kids between 6 and 12 years old have posted an update and 39% have posted a picture

• Nearly 30% have checked email on a social network

• Fewer than one in five kids have shared a video and 16% shared a link

What Does This Mean To You?

Yesterday’s post talked about how children have access to mobile tools.
Digital engagement likely starts with their parents.  Over 60% of adults with children between 6 and 11 have used a social network in the past 30 days – that’s 22% more likely than the average adult.

Connected kids influence their parents purchasing decisions.  Getting your message to them can help you derive more revenue.  Social media can help you create brand awareness among tomorrow’s consumers.  For more information on how to increase your potential buying pool through digital tools, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: eMarketer; NPD; Ipsos; The 2012 Scarborough Report 2012

Where They Share Mobile Video

From yesterday’s post, we learned how prevalent mobile video sharing is and how the affect of that activity can help your business.  Today, we’ll look at where mobile video viewers share mobile video.  Knowing the avenues where consumers share video can help you create better opportunities and targeting tactics.

shutterstock_95561590• The top place mobile video viewers share information is through social media, Facebook in particular.  Overall 56% of people who shared mobile video, shared it through social media

• Over four in 10 mobile video sharers used a significantly more low-tech approach – They showed the video to someone else on their device

• Nearly 40% shared a mobile video via text message

• One-third emailed a mobile video to someone else

• Three in 10 sharers used YouTube

What Does This Mean To You?

This points out how engaged mobile users are with social media.  Social media is becoming a mobile first function.  In the past year, the amount of adults of adults who have accessed social sites on a mobile phone has increased by over 60% nationally.  Among millenials, over 40% currently access social networks on their mobile phone.
Mobile social networkers are looking at your social content and what people have posted about your business.
When was the last time you looked at the comments people have left about your organization on your own social sites?
How often do you search other sites for comments about your company?
Does your social reputation encourage consumers to shop your business?
Bad business reviews, negative information and misleading posts can cost you customers. As a business, you need to pay attention to your social reputation because potential shoppers are.
For more information about effective social media strategies, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: IAB; eMarketer; The 2012 Scarborough Report, Release 1

Why Consumers Are Using Social Media For Holiday Shopping

Recently, we posted information on ways consumers are using social media during gift buying.  Today, we’ll look at the specific social media functions social networkers are using when making gift decisions.

shutterstock_20917339• Over four in 10 online consumers checked out reviews on social media when making a holiday purchase decision

• Nearly 20% looked at online wish lists

• Over 10% engaged in online discussions with social friends about things they may purchase

• Roughly one in 10 reviewed a gift recipient’s Facebook page for information or checked out photos the recipient may have placed online

• Less than 10% followed brands on social media to see what popular gifts might be, gone to pinterest to see things that the recipient might have “pinned” or looked to see what holiday gifts were trending on social media sites

• Other social media actions consumers engaged in were seeing what products had a lot of  “likes”, watched product demonstration videos or followed a gift recipient on Twitter to see what they might like as a gift

What Does This Mean To You?
Social media gives great insight into who consumers are and what they buy.  It also can be great to promote your offerings.  With competition as stiff as it is for the holiday dollar, what are you doing to leverage social media?  If product reviews are important to shoppers, odds are reviews of your business are important too.  If you haven’t  taken a social inventory yet, you need to.  If it’s been a while since you’ve looked at what people are saying about you online, it’s time to look again.
You may find that there are some good reviews that you can use as virtual testimonials.
You also may find negative postings, out of date information or unanswered questions.  While positive comments are hidden gems that can create new business, negative or out of date information can push shoppers away – possibly to your competition.  Unanswered questions may falsely portray your company as one that doesn’t care about its customers.  For more information on how to create a social reputation that will bring you business, please contact, your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: eMarketer; ConsumerSearch

Small Businesses Using Digital Marketing

Earlier this week, we shared a post on how small and medium businesses are increasing or maintain their digital investment, but not thinking about mobile.  Today we’ll look at how small and medium businesses  are marketing themselves and the number of channels they are using.

• Nationally, small businesses are using nearly 6 channels to create awareness and drive traffic

• Since last year, the number of different ways small and medium businesses are marketing themselves has increased by over 30%

• The top marketing channel for SMBs is Facebook

•Over 30% use the local newspaper, 27% are involved in community sponsorships and one in four use email marketing

• More than 20% are on Google Places, one in eight use web video and 14% utilize online banners

What Does This Mean To You?

Facebook maybe the preferred tool for small and medium businesses to get their name out, how effective is it?
Social media marketing is more than just creating a Facebook page.  To get the most out of social networks, your business needs a strategy.  Just some things to think about:

• Do your social sites have specific goals?

• What is your business doing to cultivate your ‘Likers” and followers?

• How are you turning positive comments into virtual testimonials?

• How are you dealing with negative comments?

• Do you create unique content, how often do you post it?

These are just a few questions to find out if you are fully optimizing your social offerings.  For more information on how to turn you social presence into a revenue,  please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: eMarketer; BIA/Kelsey

Digitally Conjuring Costumes

Did you know that 72% of people nationally plan on celebrating Halloween?  That’s up from 69% last year and is the highest percentage of consumers in the past decade.  Yesterday, we looked at how much people will be spending.  A total of $2.5 billion dollars is estimated to be spent on costumes – that’s over 30% of total Halloween spending.  Digital is rapidly becoming a place where consumers are getting their costume ideas.  A new report shows us the digital and social impact on Halloween.

• The average consumer will be spending nearly $29 on their consume – that’s an increase of 8% over last year

• In order to conserve money, one in six people will make costumes instead of buying them

• Retail stores remain the top idea generator for Halloween costumes – 36% get their inspiration there

• One-third will do an online search to figure out what to wear & many social sites will have an impact

• 15% of those looking for costume ideas will go to Facebook, 7% will visit Pinterest, 5% will look to Twitter and just under 5% will visit a blog for motivation

• Other major non-digital influences are friends & family, pop culture and cultural events

 What Does This Mean To You?

Social media and Halloween are a perfect match.  The ability to share decoration pictures through Instagram and Facebook, find costume ideas through Pinterest and even trick or tweet party invitations through Twitter are just a few examples of how social Halloween can be.  Businesses can also leverage Halloween through social media to create awareness and build loyalty even if they are not a retailer of traditional Halloween supplies.
Your business can host a virtual costume contest through your social presences and collect information that can be used to build a database.  Partner with local law enforcement agencies and post videos of featuring rules for trick or treating activities. Also, invite customers to post pictures of their pets in costume.  With the amount of amount of people that dress up their pets, you’re sure to get interest.  Look for things that let you build engagement, create loyalty and provide content.  For more information on how to make the most out of Halloween, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: National Retail Federation

Social Media Moms Trust

The digital age has given moms a wealth of information to help care and raise their children.  There has been several pieces of research that show moms turn to the internet for answers and advice.  Social media is one of the main places they look to. Moms, especially new moms, put much stock in the opinions of other moms. Whether it’s shared situations, taking advice from ones who’ve been through child rearing already, the need for adult conversation or the research that shows that women in general feel it’s their responsibility to help friends and family made the right decisions – a large percentage of moms rely on social networks.  A new research report has been released that chronicles the types of social media moms trust for parenting advice.

• The most trusted form of social media by moms were blogs.  Over two-thirds of moms said blogs offered the parenting advice they trusted most

• Moms in the 28 to 45 year old range had the highest trust percentage for blogs at over 70%

• Facebook was the second most trusted social entity at 64%

• Moms in the 46 to 64 year old group put the most trust in Facebook at 66%.  In general, Facebook has moved from a youth based platform to one used by parents and grandparents

• There is a big gap between the top two social entities that moms trust and the rest of the pack.  36% of moms trusted YouTube for parenting advice and Pinterest came in at 31%

• Nearly 30% of moms said they trusted Twitter for advice and 22% trust Instagram for advice

What Does This Mean To You?

Blogs offer moms a very personal social experience. It’s more of a one to one communication and the content can be very focused.  Because of the specific nature of content, blogs offer your business great targeting opportunities.  Social moms, in particular, can be a great revenue stream.

• In Metro Orlando, nearly three-quarters of women with children in their household have interacted with social media over the past month

• These social moms are more likely to be younger than moms in general

• Over one-third of social moms in Metro Orlando have household incomes of $75,000+, over half have incomes of $50,000+

• 57% are employed and over half work in White-Collar positions

Reputation management is something you should be aware of when doing any social marketing.  It helps your brand keep a positive image.  Because moms rely on the opinions of others, negative information can have huge implications.  Make sure you address any complaints or issues and thank those who speak positively about you.  For more information on utilizing social media to reach moms, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: emarketer; BlogHer

Snapshot Of A Facebook User

Facebook is the world’s biggest social network and to many consumers social media and Facebook are two sides of the same coin.  Many businesses only form of social media presence is a Facebook page.  Knowing what the average Facebook user looks like and knowing their social activities can help you maximize the impact of your Facebook offerings.

• Facebook has over 845 million active users

• The average Facebook user has 130 “friends” and the average visit lasts 23 minutes

• Over 45% of Facebook users are age 45 or older

• Nearly 60% of users are female

• 57% have attended college and roughly one quarter have a college degree

• Almost half of Facebook users have household incomes between $50,000 and $100,000

What Does This Mean To You

Simply having a Facebook page does not equal social media marketing.
Do you have a social media or Facebook strategy?
What are you doing to engage readers?
How are you leveraging your “friends”?
How often you post?
What kind of content do you post?
Having a Facebook page is just the starting point for creating a winning social media strategy.
How important is this audience?
In Metro Orlando, over 55% of adults have accessed Facebook in the past month.
Nearly 40% of these users have household incomes over $75,000+
For more information on to bring your business more success through social media, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: OnlineMBA.com; Kalena Jordan, SearchEngineCollege.com; sitepronews.com; The 2012 Scarborough Report, Release 1

Why Consumers Are Using Social Media

Recently, we’ve had posts on how companies are using social media and how consumers are using social networks to give companies feedback about products. Your organization’s social success starts with understanding why consumers use social media.  A newly released study looks at the underlying reasons why people use social networks.

• Two-thirds of online adults in the US utilize social media

• 67% adopt social media to stay in touch with their friends

• Over 60% use social media to stay in touch with family

• Half of American social networkers are on social sites
to reconnect with old friends

• Social networking is now the most popular online activity.  22% of time spent online is with social offerings

What Does This Mean To You

Think of social networks as a connection point.  Consumers use it to create connections or keep existing ones alive.  It’s also your chance to engage consumers and form relationships with them.  Social media can help your business extend its message through fans and followers.  It can also help you target specific audiences deliver exclusive content to your followers.  Social media is not on monolithic organism, they differ in the audiences they attract and the purposes they fulfill.   All this week, we’ll be focusing posts on the major social media platforms and the audiences they serve.  For more information on creating a successful social media strategy, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: OnlineMBA.com; Kalena Jordan, SearchEngineCollege.com; sitepronews.com