Study: Facebook Users Ignore Brands’ Content
“(The study) found that 68 percent of respondents “never” or “hardly ever” pay attention to brands’ posts on Facebook, Twitter, and Instagram, yet only 5 percent of that group unliked or unfollowed brands on those social networks.”
PNConnect Insight – This is part of the reason why Follower, Likes and other metrics aren’t always the best ones to use when measuring the health of a publishing program. They can be insightful and important, yes, but if there’s this large percentage of passivity among the audience then it’s important to ask not only what can be done on the content side to break through and spur action but also whether you’re delivering on the expected value proposition being offered to the audience.
What McDonald’s Is Doing on Snapchat
“The Snapchat marketing train just keeps picking up steam. Agencies and brands have been jumping aboard since late summer 2013, and this week, McDonald’s took a seat next to Taco Bell in the dining car. Meanwhile, Audi, Acura, GrubHub, Karmaloop and other firms are fellow travelers.”
PNConnect Insight – It may be that Snapchat marketing is beginning to move beyond the early experimentation phase and into more substantive usage by brands. That doesn’t mean this will be the right fit for every brand and there aren’t still plenty of risks inherent with jumping into a Snapchat marketing program. But it would be wise to have at least considered the pros and cons of doing so.
Why Apple chose Tumblr for its social media debut
“Apple is famous for ignoring social media. Now, it’s finally debuted its core brand on a social platform, and it’s not Facebook or Twitter but Tumblr instead.” ComScore’s vp of marketing and insights Andrew Lipsman said, “Tumblr separates itself from a creative standpoint, and for Apple, a company that is known for good creative in advertising, it’s a good fit in that regard.”
PNConnect Insight – Apple’s step into the world of social media via Tumblr is brilliant. They have targeted the high school generation that uses this medium more and is a perfect fit with the target for iPhone 5C. With Tumblr, Apple is catching customers at a very young age and have the opportunity to retain them as they grow up. We have always believed that Tumblr is only suitable for certain brands, specifically those with significant number of visual assets on hand and bandwidth to maintain the platform properly and Apple is one of them.
Marketers Adopt Social Media Analytics Tools
“The rise in social media analytics tools has satisfied marketer demand for a way to measure and gather insights from social marketing efforts. Nearly two-thirds of organizations in North America have adopted them, according to a January 2014 study by Demand Metric sponsored by NetBase. And this group responded quickly to the release of such tools—over half of takeup had occurred in the previous two years.”
PNConnect Insight - While marketers are widely embracing social media analytics tools, many companies are still facing conflicts that stun their use of the tools such as staff and budget limitations.
Is Vine Paying off for Smaller Brands?
“But are Vines actually paying off for smaller brands? While Vine’s product lead, Seth Weisfeld, insists that for brands with limited resources creating Vines facilitates compelling content, Digiday points out that they are not easy to assemble. From storyboarding and animation to cross-platform positioning and audio and visual synching — all before production gets underway — producing Vines is an ambitious exercise.”
PNConnect Insight – While Vine videos are fun to view and such, many brands have been producing videos that feature decent to good production, particularly in the form of stop-motion animation. That doesn’t necessarily mean you *have* to do likewise, but that’s the market you’re competing against. And that’s a game many small brands – or big brands that lack these sorts or production resources – can’t play all the time.
How To Make Your Posts Stand Out on Twitter, Facebook & LinkedIn: The Complete Guide to Social Media Formatting
“Social media is a crowded place. You need every competitive advantage possible to stand out. Luckily, giving your social media posts a little something extra doesn’t have to mean to a lot of extra work for you.”
PNConnect Insight – Simple techniques such as adding emoticons or images to your social updates can mean the difference in your update being noticed as opposed to being scrolled past. But it’s still important, while adding in these little tricks, to remain true to the voice and the persona of the program and not go too far in the direction of trying to be “cute” at the expense of alienating readers.
Among News Apps, Flipboard Drives The Most Traffic For Publishers
“In the period from November 13 to January 13, the company says it tracked more than 60 million total visitors, and it saw that more than 320,000 visits came from four newsreaders: Pulse (owned by LinkedIn), Zite (owned by CNN), News360, and Flipboard.”
PNConnect Insight – Moving beyond the Flipboard-specific numbers, it’s important to note how much traffic is now being generated by these newsreaders, which essentially take RSS reading and hide the backend that always confused so many non-tech-inclined people. This takes the basic RSS idea of saving news-reading for a more convenient time and makes it as simple as a couple taps or swipes on a smartphone screen.
Can the quote be a new atomic unit of news? Rookie tries a new twist on sports
“Here’s what a Rookie story looks like: On the left, a big photo and a concise paragraph about its topic, like whether the Detroit Lions’ Matthew Stafford is an elite quarterback. On the right, a half dozen or more quotes — from players, coaches, executives, pundits, or reporters — discussing the topic at hand.”
PNConnect Insight – This is news for the Twitter age, though in a more overt way than others have tried it. Quotes – or more specifically access to those making the quotes – have always been a core component of the news but this strips away much of the context and trappings around them, offering easily digestible nuggets in the same way a site like Buzzfeed does but with graphics.
More (and more!) secret boards
“Secret boards are perfect for planning something you’re not quite ready to reveal to the world—inspiration for that website you’re building for your business, perhaps? Maybe you have personal goals you want to keep, well, personal.”
PNConnect Insight – Secret Boards can be important for brand publishers who want to stage a board, say for a product or other announcement, before it’s publicly accessible. The only downside is that the items pinned to a secret board then don’t show up in the stream, so engagement may be lower than it otherwise would be. Still, this can be an important tool to use.
Got opinions? State wants to build a social network for them
“Giving the average user a chance to share a meaningful insight about the world and have more people hear is the premise behind State, a social network coming out of a six-month closed alpha Thursday that allows people to interact through opinions.”
PNConnect Insight – Since opinions are often overlooked on popular social networks, State is aiming to make your opinions meaningful. Users may search for just about any topic, share their opinion and feel like their thoughts counted.
WhatsApp vs. Asian Rivals: The Mobile-Messaging War Goes Global
“Buying a messaging service is a quick way for tech companies to add tens of millions of customers. “Anybody in the technology space that has a pillar product around conversations and connecting people together could be a potential buyer,” says Brian Blau, a social media analyst at Gartner (IT).”
PNConnect Insight – Globally, people are increasingly foregoing standard messaging fees from mobile carriers by using free apps, which provide virtually the same capabilities. As staying connected becomes more important than ever, communication giants may be more likely to purchase apps similar to WhatsApp and Viber.
Consumers More Likely to Share Bad Experiences, but Companies Can Recover
“Some 23% of consumers will give feedback directly to companies following a very good service experience, but 32% will do so following a very bad experience. How companies are able to respond to the bad experiences has a significant effect on consumers’ future spending patterns with them.”
PNConnect Insight – It’s almost a given that consumers are more likely to share complaints than praise but companies can quickly turn negative situations around. A company’s response alone may be enough to about-face a customer’s negative perception of them.
Instagram and Twitter Gain Popularity in Brazil
“Brazil will continue to boast the largest social audience in the region, with 76.4 million users. With 71.0% of its internet users expected to use social networks regularly, compared with 70.7% in Argentina and 66.0% in Mexico, Brazil will lead neighboring countries by a small margin in terms of penetration among consumers who go online.”
PNConnect Insight – While Facebook and YouTube remain the far-and-away favorites, Twitter and Instagram have shown significant recent gains alongside other region-specific networks.
The future of the mobile internet is in Asia
So that’s the future of the mobile internet: Asia. Both in terms of sheer numbers and soaring growth, no tech company – or, indeed, any business whatsoever – can ignore the fact that their content, their message, needs to be easily conveyed to the 895 million web-connected mobile users in Asia right now – and the billions there will be soon.
PNConnect Insight – From 2010 to 2013, the adaptation of mobile surged globally but Asia’s mobile users grew exponentially, nearly doubling the number of American mobile users. This means that brand messages need to cater to this rapidly growing market.