Tag Archives: social

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

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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

Frequency of Mobile Social Activity

Last week, we learned that social activity is becoming mobilized.  While nearly all social networkers may access sites from a desktop, the frequency of access on mobile devices is astounding.  Knowing how often social media users visit networks on their mobile devices can definitely help shape winning social tactics.

shutterstock_108623999• Six in 10 smart phone owners access social sites from mobile devices on a daily basis

• That is up 11% from last year

• 14% access on a weekly basis and 7% visit monthly

• 16% of smart phone owners have never accessed a social site from their device

• Social networkers who own have visited a site from a mobile device tend to be younger, have higher household incomes, are more likely to work in White-Collar occupations and have children in their household

What Does This Mean To You?

Mobile social networkers are very active in accessing social presences.  Their demographics also suggest they make a great target audience for many different types of businesses.  How do you get them to become more socially engaged with your business?

• Incorporate QR codes into your point of sale and other marketing material – Link that QR code to your social presence and provide an instant discount for “liking”, following or checking in

• Deliver mobile coupons to your followers

• Create presences on native mobile social sites – Develop Twitter feeds, promote Instagram tags & generate bvadges for FourSquare

• Engage users – This is important, don’t forget the social part of social media.  When someone checks in, tweets or updates their state status indicating they are at your location – Recognize them and thank them for their patronage

Mobile & social are not things that are going away. Everyday more people are adopting mobile and engaging social networks. Adopting strategies and creating tactics to optimize and monetize these activities is a wise investment for the future.  For more information on making more revenue with mobile and social functions, 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; Google; Ipsos; The 2012 Scarborough Report, Release 1

Social Media Moves Toward Mobile First

Social media has evolved from a small niche platform to a mainstream force that businesses need to understand to be successful.  The way people access social media is also evolving.  It started as a desktop activity but the rise of mobile adoption has changed that completely.  More social presences are being designed as native mobile functions and existing social sites are rapidly moving toward being more of a mobile entity.  A new report is out that shows how and where social networkers are accessing these sites.

shutterstock_113630500• Over 90% of social users have accessed a network on lap top or desktop devices, but that number has fallen year over year.

• In 2012, 46% of social networkers visited a site on their mobile phone

• Visitation via mobile phone rose 24% year over year

• The biggest jump came from tablet visitation.  Nearly one in six social media users accessed a site from a tablet in 2012

• From 2011 to 2012, the number of social networkers who visited a presence from their tablet increased by over 400%

What Does This Mean To You?

Mobile technology has brought social media from the home to into your business.  From earlier posts we know that consumers are using their devices in store.  Besides “showrooming”, this activity gives them the ability to make comments on your business through your company’s social presence as well as their own.  It can put negative information on your organization in full view of potential shoppers.  But, it also can give positive information, such as “likes” and encouraging comments the same publicity.  Including social reputation into your marketing strategy is something to strongly consider. Why?

• Consumers tend not to shop at stores with negative information on social presences

• Social media users are more likely to share both negative and positive experiences

• Shoppers are relying on social media as a customer service function

• Social reputations influence in-store and online shopping behaviors

Social reputation management can help you clean up negative, incorrect or misleading information about you on social presences.  It also should address how to deal with positive comments and how you are going to promote them.  Look at positive comments as virtual testimonials.  To encourage them, you need to reward them. For more information on how to improve your social reputation, 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; Nielsen

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

Mobile Video Gets Shared

One of the benefits of digital is the ease at which users can share content and your message. When someone shares content or advertising appended to it, they are basically giving their endorsement of it. That endorsement gives the shared content added value and people who receive it will usually pay attention to it. New research is out that shows how often consumers share mobile video and the impact it could have on your message.

shutterstock_81860065• The number of adults who have watched video on their mobile device has nearly doubled since last year

• Nine out of 10 mobile video viewers have shared those videos with another person

• 16% say they share mobile video on a daily basis

• One-third share at videos weekly

• Just over 15% share mobile videos on a monthly basis

• Roughly one in four share in frequently

What Does This Mean To You?

Videos are a tremendous engagement tool. Consumers don’t just pay attention to it, they seek it out. Pre-roll video gives you the ability to combine your message with wanted content. Because mobile video is shared so often, your message can become viral.
There are two things you can do to make your pre-roll video more effective.
Keep it short – Consumers tend to switch away from pre-roll videos that last more than 15 seconds
Keep it focused – If you can target your message to the content on the video or the audience that would most likely view the video – your message will be more relevant. For more information on creating a viral message, 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: On Device Research; eMarketer; The 2012 Scarborough Report, Release 1