Tag Archives: twitter

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

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

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 Twitter User

Yesterday, we provided information on who the average Facebook user is.  Today, we’ll take a look at the world’s number two social network – Twitter.  Twitter is rapidly becoming a mobile-first social entity.  By utilizing Twitter, you can connect with engaged followers where ever they might be.

• Twitter nearly 130 million active users

• One-third of Twitter users are over the age of 45

• Over half of Twitter users utilize the network via mobile device

• Over one-third tweet at least once a day

• Nearly 60% of Twitter users are female

• The average Twitter session last 14 minutes

What Does This Mean To You

Social media give you the ability to connect with a great consumer base with
high household incomes.
In the next 12 months in Metro Orlando, Social networkers are:

• 15% more likely to buy furniture

• 13% more likely to buy an appliance

• 17% more likely to buy a home

• Nearly 50% more likely to buy a mobile device

• Nearly 25% more likely to buy a vehicle

Social consumers are active buyers, for more information on leveraging these valuable consumers, 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

Twitter Usage Grows

Twitter is often seen as the second social network behind Facebook.  At over 1 billion global users, Facebook’s growth rate has mostly flattened out but Twitter is still gaining new users.  Twitter announced that they would eclipse the 500 million user mark this year.  Recently released research details how they are growing and usage patterns.

• Currently 15% of online adults use Twitter

• In the past year, Twitter usage has grown 25%

• Roughly 8% of online adults use Twitter on a daily basis

• The number of daily Twitter users has jumped 60% since last year

What Does This Mean To You

While Twitter does not have the large adoption rate of Facebook, it is still growing and gives your organization a way to create targeted messages.  But there are other social media platforms that are also growing and can help you develop awareness.  Pinterest is a one of the newest social networks that burst on the scene in May of 2011.  Pinterest is averaging month over month visitor growth of over 30% and is now the third largest social media outlet.  LinkedIn is also a valuable tool, especially for B2B purposes.  Globally, LinkedIn reports over 160 million subscribers.
The ability to target your message and have users easily share makes social media marketing very valuable.  Through hashtags, you can reach specific audiences with Twitter.  Being a business networking LinkedIn can help you develop relationships with decision makers and also drive business to business efforts.  Pinterest is highly visual and “pins” are often shared.  Another valuable thing about Pinterest is that it skews female and users have long periods of engagement.  For more information on creating results with 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: Pew Internet & American Life Project; Twitter; Experian; TechCrunch; LinkedIn

Why Twitter Followers Follow

A recent study shows us that Twitter followers are loyal, they recommend brands to friends and most importantly  – they are likely to buy brands they follow.  Now the question, Why do they follow?

  • 64% follow because they are happy customers of
    the brands they follow
  • More than six in 10 want to be the first to know
    about information on the brand
  • Nearly half want to receive discounts and promotions
  • Over one-third want to get exclusive content
  • 28% are looking for information to re-tweet or
    share with others

What Does This Mean To You?

Nearly 85% of Twitter followers read tweets from the brands
they follow.  This gives you an incredible path to speak with
consumers who are likely to recommend you to their friends
and buy your products .  And because the majority of Twitter
followers tend to not disengage with brands, you are likely to
connect with a long-term customer.  For more information on
how to maximize your social media presence and get results,
contact your Orlando Sentinel Media Group Representative or:
Al Fiala
407-420-5702
afiala@orlandosentinel.com

Source: Constant Contact; Chadwick Martin Bailey; Mashable; Compete

Twitter Followers Mean Business

There are many studies available detailing how important FaceBook
“Likes” can be and the consumer behaviors that “Likers” engage in.
Now, there is a new study that outlines how Twitter followers
can impact your business.

  • 60% of Twitter followers recommend brands to
    friends after they begin to follow them
  • 50% of brand followers are more likely to
    purchase from that brand
  • Just 21% of Twitter users follow a brand and nearly 80%
    of those who follow a brand follow less than 10 brands
  • 75% of respondents claimed they have never un-followed  a brand
    on twitter ( A prior study showed a figure of 41% have un-followed a brand)

What Does This Mean To You?

Social media can be a powerful tool in marketing your business,  But it also can be very hard to correctly manage your brand socially.  The viral nature of social networks can magnify any mistakes you make and one bad customer service experience can lead to a huge social media migraine.  Also – how are you going to get people to follow your brand? Well, three-quarters of people who “like” a brand on FaceBook did so because of advertising.
You can’t expect to start a Twitter feed or put up a Facebook page and expect to gain tons of followers.  You need to utilize all your marketing options to publicize your social offerings and benefits that your followers will receive.  For more information on how important social media management is, contact your Orlando Sentinel Media Group Representative or:
Al Fiala
407-420-5702
afiala@orlandosentinel.com

Source: Constant Contact; Chadwick Martin Bailey;
Mashable; Compete