Tag Archives: Social Media

Who Won the Social Media #SuperBowl?

Indianapolis media company Exact Target spent the week leading up to Super Bowl XLVI, through 11pm Game Day, tracking social media mentions and likes for participating teams and advertiser brands.  Click to check out their infographic.

Other key findings:

  • 5,679,596 Super Bowl related tweets
  • 215,457 increase in Super Bowl related Facebook Likes
  • New York Giants were the clear winner on Twitter with more than 1.5 million mentions
  • Doritos topped advertisers with more than 47,000 tweets during the game
  • 46 countries were tweeting about the big game
  • Consumers are transforming ads into online commentary and content – the number of tweets and likes generated during the game soared.
  • The game continued to activate fan bases up to the last minute. You’d have thought Giants fans would have liked them sometime during the regular season, but the week up to the game through the fourth quarter saw an additional 10% growth in the Giants fan base
  • Advertisers who pre-released commercials on YouTube were able to build audience pregame, riding the wave of pregame anticipation to generate millions of consumer initiated views.

Via blog.exacttarget.com

Engage Your Brand Advocates, Not Your “Fans” (Likes)

Brands have been intensely focusing on racking up the “likes” on their Facebook page through various marketing tactics such as offering incentives, investing in Facebook ads, and more.   According to a recent Ehrenberg-Bass study, now you can add this stat: Only 1% of Facebook fans engage with brands.  So how do you overcome these obstacles and increase brand engagement? Focus not just on your fans, but on your fanatics (AKA your Brand Advocates) to share your content with their friends.
Via blog.zuberance.com

Facebook Timeline mandatory rollout: You have 7 days to scour your past

Facebook is the virtual home to more than 800 million active users, so any change to how the network operates is a big deal. And nothing could be bigger for the social hotspot than completely revamping everyone’s front-facing profile page, and that is exactly what is happening today. Starting this morning, the new Timeline feature — that up until now has been an optional switch — is now mandatory.

The Timeline differs from the default profile pages we know and love in several ways. Now, rather than showcasing only your most recent posts, your personal front page can be scrolled back months or years at a time. Most importantly, this change can offer visitors a glimpse at your entire social networking past, all the way back to the day that you joined up. The revamp can be both a blessing and a curse for seasoned social networkers, as it can produce a bit of pleasant nostalgia, but also drag up some of your less proud public moments.   Left untouched, your Timeline may remind of you of breakups, job troubles, or even a few unfortunate party photos that you have long since buried. Depending on your settings, these black marks on your digital past could allow new followers — including friends or business associates — to see a side of you that was better kept tucked away.

Read more in YahooNews here.

Do you "like" Sands Media on Facebook?

Valentine’s Day Reflections On Engagement (Part 1)

Carbon print of Alfred Lord Tennyson, 1869, pr...

Image via Wikipedia

Valentine’s Day is coming in less than a week; but, this is not a post about your love life.  It is about relationships — the one you have with your audience, the consumer.

I just downloaded and began to read a fascinating 8-part research study conducted by Indianapolis based digital marketing firm ExactTarget.  Their study finds that an incredible 95% of Americans use email on a daily basis; and, more surprisingly, 93% of Americans subscribe to at least one email newsletter (permission marketing).  Additionally, 73% of Americans have created a Facebook profile, 65% active daily, and, 42% of those users say they have become a fan (“Like”) at least one product or brand page.

Let me repeat those numbers so they can sink in … 93% of Americans subscribe to at least one email newsletter and 42% of Facebook users “Like” at least one brand page.  Since we’re so close to Valentine’s Day, I’ll put those numbers into perspective:  more Americans choose to receive permission based marketing than choose to get married (approximately 55% of Americans over the age of 18 are married).

That’s good news for those of us charged with reaching consumers through digital media platforms.  Unfortunately, there’s also a caveat … just like there is with marriage statistics.  America’s divorce rate is currently around 40% of first-time marriages and 73% of third marriages, which is very similar to the rate American consumers “divorce” their brand partners.  Each year, about 54% of email marketing recipients choose to unsubscribe and 44% of Facebook “fans” choose to “Unlike” at least one brand or product.

“It is better to have loved and lost than to never have loved at all.”Lord Tennyson, 1850 (That’s him to the right, by the way, just so you understand why there’s a picture of a creepy-looking 19th Century guy on my blog)

Although I write about a broad range of media-related topics on this blog, two common themes have emerged:

  1. How do we grow the reach of our digital platforms and leverage that audience to increase ratings, revenue … (whatever your objective)
  2. (For Radio) How do we optimize content to grow audience share without sacrificing personality under PPM measured ratings?

Well, the advice for both is pretty much the same as what you might tell an unmarried couple struggling with the next phase in their romance:

You’ve got to get engaged!

It’s about engaging the audience through all content delivery methods available.  Go ahead and read the ExactTarget study.  I’ll quote some of their data findings in future blog posts … at least two or three more will explore my thoughts on audience engagement while “love is in the air” during the weeks surrounding Valentine’s Day.

Superbowl 45

The Super Social Media Bowl

Super Bowl advertising has become as highly anticipated as the “big game” itself; often, more so.  Coca Cola, Doritos, the eTrade baby, the Go Daddy girls, the Bud Bowl and Anheuser-Busch Clydesdales have become as iconic as the Lombardi Trophy thanks to some of the most creative, and most expensive, advertising campaigns strategically planned each year.  Traditionally, the commercials have been closely guarded secrets which become talk of the office the next day and case studies within the industry for years (such as Apple’s still-referenced “1984” commercial).  In recent years, they’ve gained life beyond the million dollar investment for thirty seconds of airtime thanks, in part, to fans who watch their favorites (or the ones they missed) and forward them on to friends via YouTube and Facebook.  2010 will be the year remembered by marketing students as the year social media became a key component of the message ahead of Game Day, not just in the aftermath.

As new technologies and consumer habits continue to evolve and embrace On Demand content through DVR or TiVo, Netflix, iTunes, Hulu, and even network websites, traditional commercial advertising risks obsolesence.  Viewers have more control over how and when they watch their favorite programs.  Product Placement will become more common place – as evidenced by the Coke glasses on the American Idol judges table and Porche’s integration with Decoded on The History Channel.  Live Events like the Super Bowl may be one of the few remaining times when consumers actually watch, and look forward to, the commercials.

It only makes sense that companies willing to invest millions of dollars in television advertising would look for the most return.  Radio Stations and Local Advertisers should expect the same, and can do just as good a job as the big boys with a little creative effort.  Read More for an example of a local campaign that incorporated viral video, television, and database marketing with a small budget … Continue reading

State of the Union

State Of The Union … at News/Talk Radio

Don’t worry, this post is not as long as Tuesday night’s State of the Union.  Actually, I can summarize the way I saw news/talk radio coverage of the address in one word:  “disappointing.”  Forget that most news junkies are watching on television.  Forget that Fox News Channel, CNN, even MSNBC will have the big name pundits your station can’t book.  Forget the speech may run as late as 10:30 in the East.  Forget that your AM station may have a limited signal or pattern at night.  It doesn’t matter.  My random check of a dozen news/talk stations around the country left much to be desired.

Music Formats, don’t stop reading.  I’ll have a challenge for you at the end!

The always focused Mark Ramsey sent me a Tweet early into the President’s address which said, “Failing grade on audience interaction during #SOTU:  KFI…WINS…Bueller?…Bueller?”  (From @markramseymedia.  Follow me on Twitter @scottsandsmedia.)  The “positioning statement” for Mark’s company is simply “sync radio and digital media” – which you think might be easy for such a major political event that lends itself so naturally to the news/talk format.

Continue reading

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