March 9, 2013 § 2 Comments
When Facebook announced its new design for the Facebook newsfeed, CEO Mark Zuckerberg said it was their goal to to give everyone in the world “the best personalized newspaper.” Who is everyone? The 67% of online adults that use Facebook — 71% of women and 62% of men. Read on to see what it means for consumers and marketers.
What does this mean for consumers?
Larger Images. Well, it means there are larger images in your feed. According to Facebook, photos make up 50% of all news feed stories. So the new news feed takes up more of your Facebook page. They call it putting a spotlight on what friends are sharing. The shared articles also feature larger images and more information like longer snippets. Check-ins are also more visual with large map images, as is content from third-party sites like Pinterest.
Multiple Feeds. Content specific feeds will allow you to sort between a range of different categories: Close friends, all friends, music, photos, games and people and brands you “follow” (as opposed to friend). And you can still see the chronological news feed.
Continuity in Look across All Devices. Instead of a different interface on all media, Facebook has figured out how to incorporate the same look across smartphones, tablets, and laptops.
Okay, how do I get it? Well, there’s a site for that and it’s pretty simple. But don’t hold your breath, it’s a rolling conversion so you may have to wait awhile. First, go to facebook.com/about/newsfeed. Second, click the big green “Join Waiting List” button at the top of the page. Done!
What do marketers need to know?
New Opportunities for advertising. Promoted Posts, Sponsored Stories, and Page promotion ads can be visually engrossing - to flow with the rest of the news feed.
Filters for content are a question mark. Facebook says there’s been consumer demand for filtered content like photos and music. But will users use the filters.
If the filtered feeds are used, it could make for a splintered, hard to reach audience. If people use the feeds, it will fragment the audience. And, if they only use their friends feed, advertising will be lost to them.
Filtered feed might become sponsorship opportunities. No real news here but if the music feeds and other entertainment feeds take off, sponsorships might follow.
January 21, 2013 § 1 Comment
Do you get that panicky feeling if you forget your phone? Do you suffer from FOMO (Fear of Missing Out)? Well, you are not alone.
More than half (55%) of respondents to a Siteopia study of internet usage feel they are addicted to the internet, while almost 62% of us admit we “need’ the internet to function in everyday life.
One in ten of those participating said they can’t go longer than ten minutes during the day without catching up on social media or email.
The Siteopia study of 2,000 internet users reported that, on average, most respondents only go a maximum of 90 minutes during the day without checking Facebook, Twitter or email.
Many of us are using mobile as the device of choice for checking in and updating our status - 10% of people now access the internet primarily on their mobile, with 5% accessing primarily via tablet. 75% have already been online before 9am every day, with almost one in five checking their e-mail or catching up on social media during their commute to work.
A whopping 62% now do all their banking online. A third do all of their clothes shopping online, with free returns and delivery becoming an ever more common feature.
How Many Devices Do You Use?
I am on my laptop as I write now, but earlier today I used my iPad and iPhone to check in. Seems I am fairly normal - the average internet user can now get online via three different devices. But some 10% of us have as many as five devices, illuminating the growth of smart devices like televisions and gaming consoles.
Usage by Gender
Surprisingly, even though women spend more time with online shopping and social media, it’s men who spend more than 19 hours a week online – more than 42 solid days each year, and over a third longer than women, who only spend 14 hours per week surfing the web. Men spend more time on news, Twitter, gaming and Not Safe for Work sites.
January 1, 2013 § Leave a Comment
Move over advertising! Content is a brand’s best friend in 2013. That’s really hard for a reformed advertising exec to say. But the writing is on the wall. Or on the digital horizon. In our New Year’s 2013 Psychic Predictions and Prognostications, most of the predictions had to do with content: brand as publisher, curation for brand authority, quality content to improve SEO, inbound marketing, importance of “content strategist”, and the growth of visual content.
The truth is that great content has always been a wildfire for brands. This video from Content Marketing World makes the point.
Gilad de Vries, in a Forbes guest post, wrote a intriguing argument on the lack of emotional resonance of digital ads versus the storytelling ability of content marketing. He called digital ads “incredibly weak branding vehicles” that “never truly create the kind of emotion experience that gets consumers excited about your brand”. Of course, the advertising side of me wants to offer an argument that digital ads are not really a stand-alone medium. They operate much like a directional outdoor board, pointing the way to your website. But there is truth in his statement. His argument continues that the only true branding mechanism online is content marketing. That’s where we certainly agree – content marketing does allow brands to tell their story – and to include the consumer in the circle of brand love and shared experience. It’s not just one tool – like Facebook or a blog – it’s the integrated and consistent storytelling that fulfills a brand. Its shared interest with your consumers.
I love his definition of content marketing:
Content marketing is a strategy with two obvious pillars: content and marketing. ‘Content’ means the creation of original content or the curation of content for the benefit of your audience. ‘Marketing’ means getting people to discover and engage with your content.
And here is where is gets sticky. The content has to be of such quality that your prospective consumer will seek you out. They will discover you – and in the discovery – it becomes their own. Content marketing is reaching a common ground with your customers without selling to them. And it’s about true relevance. It has to be important to your followers.
- 2013 Marketing to Women: Psychic Predictions and Prognostications! (jamiedunham.wordpress.com)
- 10 Ways Brands Will Win With Content Marketing in 2013 (mashable.com)
December 31, 2012 § Leave a Comment
I don’t have a crystal ball for 2013. I don’t know if Facebook will continue to grow – or if retail stores will start to shrink because of online shopping. I subscribe to the John Naisbitt philosophy that “the most reliable way to anticipate the future is to understand the present.”
But in the spirit of the season, I thought it would be fun to gather some of the best predictions in one place for your reading pleasure. Tell me if you think they are psychic, premature or PR poop!
Inside Facebook 2013 Social Media Predictions for Facebook, Google+, Pinterest and more. Some good input here. Facebook users will continue to be disenchanted as Facebook tries to ad advertising value. Google+ will become more business and local friendly. Pinterest and other visual media will continue to grow with visual content. Pinterest launched business pages and will soon open to third party developers. Peer reviews will continue to be integrated into brand operations.
Forbes 2013 Marketing Predictions: Content Marketing and Social Business Great thoughts about the growing importance of content marketing. We have to give customers valuable content that they want. I am a big believer in the concept of brands as publishers. The idea that a constant flow of curated information gives brand authority.
Hubspot 8 Insightful Marketing Predictions for 2014 and Beyond. Hubspot correctly points out the overlap in search, social and content as SEO influencers. It’s more than keywords. It’s about high quality content. And for those who think email is dead, think again. In 2013, it will be more personalized and targeted. Marketers will need to segment their lists and personalize content. Marketing will be seen as more of a revenue generator. In 2013, CMOs and senior executives will allocate more resources to creating a strong inbound engine — generating interest, traffic, leads, and conversions — to support the demand generation engine. And here’s a big one – marketing “campaigns” will decline as more marketers take advantage of the power of real-time communications to grow business. In 2013, buyers instantly engage with brands on their websites, talk back via social media like Twitter and Facebook, and follow breaking news in the markets they are interested.
Content Marketing Institute Social Media and Content Marketing Predictions for 2013. ”My prediction is that the “Content Strategist” role will become an important part of the marketing department in more than just a handful of brands. Michael Brenner, Senior Director, Integrated Marketing and Content Strategy, SAP. Yes, it’s about content. And content includes more visuals – videos, pictures, creative graphics. And as much as I like infographics, they may have reached their peak. As Pinterist, Instagram, Slideshare and YouTube continue to grow, we have to think about visual content.
And as mobile usage soars, we need to understand how to maximize content for each type of screen. Responsive design is really important for web sites.
Search Engine Journal B2B Marketing Predictions of 2013. Inbound marketing becomes more important. It’s less about push and more about providing information that your prospective customers seek out. It’s about responsive design of websites – and shut my mouth, maybe a return to targeted direct mail to stand out from the online clutter.
Media Post 2013 Predictions from Online Ad, Marketing Experts. The term is “opt-in push” here, allowing consumers to feel more comfortable allowing brands to recognize location, intent and preferences through devices. Six experts weigh in here on the death of static web pages, campaign integration, integration of search with display advertising, Google dominance in search and the continuing complexities of SEO, and the death of the term “social media campaign.”
PSFK 2013 Predictions. This is a great compilation by PSFK of thought leaders on a variety of subjects. One of my favorites is George Parker – The Continuing Bastardization of the English Language. He tell us that Shakespeare created 1700 words which included advertising! And puke. But today we use words in advertising like “artisanal pizza”; get a grip copywriters! Shantell Martin thinks there will be more personalization with hand-drawn images. Tom Evans of Saatchi LA thinks brands will become more focused on creating campaigns that engage the consumer based on their interests and passions—as opposed to which social network they prefer. Yeah!
Forbes Google News Crumbles and More 2013 Media Predictions. Ashley Harrison says 2013 will be the year that mobile consumption finally raises the bar on both advertising and publishing in the digital age. It’s a year of change. Mobile devices will become the #1 way to read news. I received my final print Newsweek in the mail, and I was a little relieved that they had faced up to the change. I made a cake from Gourmet Live, the replacement for the venerable Gourmet magazine, that re-invented itself last year. The gap between consumer time spent and spending on mobile (10% and 1% respectively) creates a truly significant opportunity for advertisers and platforms alike. As digital publications and super blogs get smarter and begin to tap into online and mobile advertising, it will become a major revenue stream for the top players worldwide. In the past year alone, newspapers have lost $13 in print revenue for every dollar earned in digital revenue
December 21, 2012 § 1 Comment
Instagram heard us! In a blog post late Thursday, the popular mobile photo-sharing service says it has withdrawn the controversial changes to its service agreement:
Because of the feedback we have heard from you, we are reverting this advertising section to the original version that has been in effect since we launched the service in October 2010. You can see the updated terms here.
They have reverted to language in the advertising section of its terms of service that appeared when it was launched in October 2010.
Their blog post reports that it will now ask users’ permission to introduce possible ad products only after they are fully developed.
Instagram was reacting to the outcry from users who launched a barrage of negative feedback, account cancellations, and defections by its users to other photo sharing services. As Instagram reviewed their policy, subscriptions to competing services have spiked, according to a report in the New York Times. Flickr’s mobile app has jumped in popularity on the Apple iTunes app chart, and subscriptions to the photo sharing service Pheed have quadrupled in the past week, the Times reported.
We reported earlier on Instagram’s proposed changes. Changes were anticipated when Facebook acquired Instagram for a $1 billion earlier this year.
- Facebook’s Instagram reverts to original ad policy after outcry (blogs.marketwatch.com)
- Instagram Reverts to Prior Policy on Ads (techland.time.com)
December 17, 2012 § 1 Comment
I really love Instagram. Apparently, others do as well. There have been 5 billion photos shared through the network. But there are new Instagram policies brewing giving marketers and personal users some things to think about.
Remember that Facebook bought Instagram for a measly $1 BILLION recently and then we all started having problems with our Instagram photos on Twitter because Instagram had disabled Twitter integration. These new policies seem to hint at adding advertising to Instagram.
So now, what’s up with the policies that go in place on January 16, 2013? Apparently they will not apply to photos shared before this date. Instagram says that the new policies would primarily help the company combat spam, which has grown along with the popularity of Instagram. The new policies will not alter how it handles photo ownership or who is able to see the pictures.
Here’s five important considerations that the New York Times reported today:
1. Instagram can share information about its users with Facebook, its parent company, as well as outside affiliates and advertisers. They say it’s to make functionality and sharing easier between the two groups. But certainly this information will inform targeted advertising for Instagram when and if that happens. And allow Facebook advertisers access to Instagram information. So, this is probably good for marketers.
2. You could be featured in advertising without your knowledge, just like Facebook does now. Instagram will also be able to use your photographs and identity in ads. The “Rights” say “You agree that a business or other entity may pay us to display your username, likeness, photos (along with any associated metadata), and/or actions you take, in connection with paid or sponsored content or promotions, without any compensation to you.” So let’s say you upload a picture to Instagram of yourself and others who are not users of Instagram or Facebook. Bam! They may be in an ad along with you. Maybe not so good for users or marketers if the images are not appropriate.
3. The unsolicited use of photos applies to underage children as well. Instagram requires that users must be at least 13 years of age, but the new policy states that they are agreeing that a parent or guardian is aware that their image, username and photos can also be used in ads. This use of underage children is troubling. Not so good for marketers.
4. Ads may not be labeled as ads. There may be no disclaimer that says you are viewing an ad. “You acknowledge that we may not always identify paid services, sponsored content, or commercial communications as such,” says the new Instagram policy. Maybe okay, but does not smack of transparency.