Archives for posts with tag: research

Here’s a quick tour of where things stand with key social media platforms today. Hat tip to HuffPo and iStrategyLabs for putting this together:

 What jumped out at us:

23% of Facebook users check their accounts 5x or more per day. That isn’t far from how often the average person accesses an email account every day, and most likely a lot more time than anyone spends on your company website. Give that some thought.

Also, 80% of users prefer to interact with brands on Facebook (than on other social channels). The value they get out of that interaction is 100% up to you though, so make it worth their while. (Most brands don’t make it worth anyone’s while. Work harder at this.) 77% of B2C companies and 43% of B2B companies report having acquired customers from Facebook. [source]

By the way, 488 million users regularly use Facebook mobile. (See our previous posts that touch on mobile statistics.)

34% of companies have generated leads from Twitter. Or should we say “only” 34%? It should be 100%. (See our previous two posts. They touch on that and explain how to turn that around.) The magic word: monitor.

Bear in mind that about 0.05% of the total Twitter user population attracts almost 50% of attention on the channel. Without getting into discussions about the validity of “influencer scoring,” (Klout, Kred, etc.) understand that not all Twitter users are created equal. Some will amplify your reach while others will not. Seek to understand this process better. Test and map it if you can.

This also means that if you fail to understand how Twitter works, your content will go nowhere. 71% of the millions of tweets each day attract no reaction whatsoever. They may be seen, you may be able to estimate total “impressions,” but your audience’s reaction will be zero. Keep that in mind when designing content and evaluating its impact on your audience. (Content relevance/value matters.) Impressions are not behavior. There’s a missing link there that you need to provide.

Conversely, 56% of tweets from customers are still being ignored by companies. (Also see our two previous posts.) If every company had a mature social business program, that number would be zero. In the business, the technical term for this kind of insight is called an “opportunity.” Better get on that. (It’s so easy to fix that too. All you need is a decent monitoring tool. Ahem.)

635,000 people join Google+ every day. (Wow! That’s a lot. Really?) Look, even if Google+ is still a little odd and you don’t understand its value or purpose, start using it anyway. If anything, it’s a great platform for seamless collaboration between project teams inside your own organization. As Google+ continues to grow and evolve, you will grow and evolve with it.

Active users spend upwards of 60 minutes per day across Google products. (That’s email, Google search, G+, etc.) Compare that to the average 15-20 minutes per day spent on Facebook. We expect that the value of Google+ becomes clearer, usage will increase.

The average Instagram user spends more time there than on Twitter. And you may not know this, but Instagram is searchable. (Check out how Tickr incorporates Instagram images into its monitoring dashboard.) Here’s a screenshot if the link doesn’t work:

If there is one thing you should know about Pinterest, let it be this: Pinterest is social sharing on steroids. 80% of the content posted to Pinterest boards is repinned (like a share on Facebook or a retweet on Twitter). What this means: Pinterest is a strong vehicle for a) social discovery (from recommendations) and b) product bookmarking. Take a step back and consider opportunities for your business. If you’re a retailer of any kind, Pinterest should be on your radar. (You can post your products there, with back-links to an e-commerce site, for instance.) Same thing if you’re a hotel or a restaurant operator. Car manufacturers? Same deal. From summer camps to gyms and from cruise lines to media outlets, Pinterest might not be a bad investment. Create visual content that you can seed Pinterest with.

Remember: Social Discovery and (aspirational) product bookmarking. Bonus: 50% of Pinterest users have children,and 80% of these users are women. If you know your key target demos already, that’s pretty relevant information.

 So the moral of this post is that there’s still a ton of room for improvement in your social business program. No matter if you are a small little startup or a giant global brand, not only could you be doing better with social, but with a few small (and smart) changes, you might be able to see BIG results fairly quickly.

Our piece of that pie obviously deals with monitoring and listening. Just by combining the right focus and the right tools, you can increase lead generation virtually overnight. You can improve customer service (and consequently improve customer retention, loyalty and recommendations) in a very short timeframe as well, and perhaps even turn your social customer service practice into an overall cost savings project (it won’t be the first time). By being aware of where people spend their time, what they do there and how long they spend on these platforms each day, you can also improve brand awareness, product discovery, product recall, and even positively influence purchase intent (that whole product bookmarking thing is pretty effective).

So don’t get stuck on that whole “content is king” thing. It has value, but it turns out to be a small piece of a much bigger social business puzzle. Start focusing on the other pieces. The ones that actually create value, drive business, and boost loyalty. (Ironically, they may be cheaper than content creation.) Properly monitoring channels for threats, opportunities, reactions and consumer queries would be a great place to start.

Cheers,

The Tickr team.

As always, feel free to like us on Facebook, follow us on Twitter (we promise never to spam you with junk), and of course try the free version of Tickr. You can always upgrade to Pro or Enterprise later, but only if you want to.)

Today, we want to point you to one of this year’s top resources about the state of media (and one you should bookmark) – Nielsen’s State of Media: The Social Media Report 2012. There’s no need for us to peel back the layers and outline every piece of it, but we do want to point out a few key findings before you guys spend some quality time with the report itself.

1. Compare the amount of time spent on social media by device category: PC vs. mobile/tablet. On average, mobile web & apps win out over PC. That is pretty significant when you consider where web development, advertising dollars and marketing campaigns will go in 2013 and beyond. We have passed the tipping point: the PC is now the “old” interface. Mobile devices have overtaken the PC when it comes to digital social usage.

 2. Year over year, unique users of the mobile web has almost doubled in the US. (82% increase.) Mobile app users have also increased by 85%. PC web users, however, have gone down a bit (4%). Something about these numbers remind us of other media tipping points we’ve seen in the last few years.

To make this data relevant to you, let’s focus on a few quick questions: where are your customers? How are they accessing the web? How much time are they spending there? (How much time are they spending there compared to “traditional” media, and how will this impact where you focus your resources and budgets?) What kinds of experiences are they expecting? What are they talking about? What does this all mean to your business?

 

3. Year over year, US web users spent 120% more time accessing digital content through apps than a year ago vs. +4% via the good old PC. But wait… when you look at net numbers, the lion’s share of minutes spent accessing web content the PC still dominates: 363 billion minutes (PC) vs. 158 billion minutes on mobile web and mobile apps combined.

So here, think trends vs. volume. Be aware of the shift, but be also be aware that the good old PC-based web is far from dead. Plan for mobile, plan for apps, invest your money there, but don’t abandon the non-mobile web just yet. Think “and” rather than “or.” Think combination rather than replacement.

 4. Social TV: look into it. How this ties into advertising, reach, WOM, net promoter score and customer acquisition isn’t super complicated.

Also, from January to June 2012, active Twitter users discussing or sharing updates about TV content grew from 26% to 33%. Whether you are a media buyer or a social media director looking to justify your budget, this trend is worth keeping an eye on. If it inspires you to use social media to drive the reach of your television content (including advertising), you’re on the right track.

How can social channels and social sharing increase reach and amplify the reach of your content? How can these same mechanisms help customers discover your products or move them up into their hierarchy of planned purchases? How might you leverage monitoring platforms to better understand these mechanisms and tie them into customer acquisition, development and retention strategies?

(If you weren’t yet asking these questions, you should be.)

5. “Second-screen” is actually a little more complex than what has been presented to your team, but that’s a good thing. Here is a quick breakdown of what people actually do on the web while they are watching television content (and how they do it):

- Shopping (45% on tablets)

- Looking up product or special promotion information (TV ad related; 50% on tablets)

- Visiting social networks (44% on tablets)

- Doing research on the show they are watching (35% on tablets).

Takeway 1: Immediate calls to action work. If you are buying ads on TV (or working with product placement strategies), make sure that your digital storefront and/or digital springboard towards an offline purchase is a) easy to find, b) easy to share, and c) built to drive the user behaviors you expect it to drive.

Takeway 2: Tablets trump phones when it comes to second screen experiences. Design your digital marketing platforms accordingly:

1. Build deliberate second screen experiences.

2. Design one-click tie-ins to product pages, social channels and other relevant content.

Takeaway 3: If you plan on paying for TV content in 2013 (advertising or actual programming), you’re going to need to include a second-screen plan to go along with it. Not doing this is basically the equivalent of posting a phone number in an ad but not having someone to answer the phone if someone tries to call. Relying on people to Google your product, your TV program or your company worked great in 2010. You can’t really just rely on that anymore.

Note: Your second screen experience should include a) social components (sharing, #hashtags, links to Facebook, Twitter, etc.) and b) transaction driver components (links to product feature pages, customer reviews, online stores, and brick & mortar store websites).

Okay, that’s it for us. Big thanks to Nielsen and NM Insights for putting this together. Reports like this one tend to help companies make better digital spend decisions, so that’s a huge + in our book. For that, it goes at the top of our 2012 studies bookmarks. Great stuff. We hope it will help you with 2013 planning.

To check out the full report, go here.

To return to Tickr.com, click here.

Cheers,

The Tickr team.

by Olivier Blanchard

As the year ends and you start to meet internally to discuss next year’s planning, it might not be a bad idea to think about the changes already underway when it comes to media consumption, channel erosion, technology shifts, and what this all means to your business. Hopefully, this post will help you make smart decisions about where to focus your attention, efforts and funding in the next 12-18 months. No need for us to write a white paper on what it all means. We want to give you the information you need without saddling you with filler, so expect some bullets and key takeaways, but the graphics we have selected should speak for themselves. Pay attention and you should be able to connect the dots all on your own.

Let’s start with the graphic at the top of this post: Global Media Consumption per week 1900-2020. What do you see?

1. The main line: Global media consumption doubles every 25 years or so. Bear in mind that there are only 24 hours in a day, so that curve eventually levels off (even with second and third screens… but we won’t get into that today).

2. The nature of media is changing: 5 years ago, 50% of media was digital. In 8 years, that ratio will be 80%. Think about that and what it means.

3. Individual performance of specific media:

Print is steadily shrinking and has been since the 1940s, contrary to popular lore about the internet killing print. This is not a new phenomenon. It’s accelerating, sure, but it isn’t new. TV started that trend long before most of us were born.

Analog TV and radio formats have been replaced by digital formats. Radio has been relatively flat for a very long time. TV saw enormous growth from 1940 to 1980 but has been relatively flat ever since. Note that this graph doesn’t look at the growth of channels (channel proliferation and fragmentation, but consumption only. Adding 100 new TV and radio channels per day wouldn’t affect consumption).

Outdoor has been relatively flat for over a decade, as has been cinema.

So what’s growing? You already know: Internet, mobile (wireless) and games.

Speaking of mobile:

What this graph tells us:

Mobile cellular subscriptions are steadily increasing worldwide each year, as is the number of internet users. Active mobile broadband subscriptions are also growing quickly. That’s the black bar on the graph. It isn’t even there in 2006 but by 2010, it already reaches about 1 billion.

What’s flat (or close to flat?) Fixed broadband subscriptions and fixed telephone lines.

What does this graph show us?

1. Look at the relationship between internet users (green) vs. Fixed broadband subscriptions. What do you see? There are far more internet users than broadband subscriptions. Part of the reason for that is that one broadband subscription may serve an entire household or office, but there is more to it than that: Mobile broadband. More and more people now access the web through mobile devices. It isn’t to say that PCs are dead, but this indicates a pretty key shift in how people (it’s okay to call ourselves consumers) now access content and information.

2. Look at the relationship between fixed and mobile broadband (pink and black, respectively). In 2006, fixed broadband was it. By 2008, they were essentially tied. By 2011, mobile broadband was double the size of fixed broadband.

Bear in mind: Mobile broadband subscription = 1 user. Fixed broadband = several users. It’s simple math. Regardless of the apples to oranges comparison, growth is growth. Shift is shift. 75% of media will be digital in just 4 years. 80% of it will be digital in 8 years. Mobile devices are becoming the interfaces of choice for digital content. If you aren’t building your business processes and designing your content with this in mind, don’t blame “the economy” for what is about to happen to your market share.

Now let’s look at a quick graph on the relationship between age and internet use in developing economies vs. developed economies:

 Now look at this:

See the change in just 5 years?

Here’s another one that should make you think a bit, especially if your company has a global footprint:

Three things:

1. Globally, 45% of internet users (regardless of the interface) are under the age of 25. Though it may be obvious to most of you, don’t take for granted that every CEO and CMO has figured this out yet: It doesn’t matter if your typical customer is mostly over the age of 35. In 10 years, those 25-year-olds will be potential customers and they will expect you to do business the way they want you to do business. Better start working on them now. And while you’re at it, better start working on bringing every aspect of your business and its marketing/communications up to speed. You wouldn’t believe how many senior executives completely miss this.

2. Developing economies have some catching up to do when it comes to internet use, but they are quickly closing the gap.

3. Look at the growth of 3G penetration between 2009 and 2014: From 39% to 92% in Western Europe. From 9% to 40% in Eastern Europe. From 38% to 74% in North America. Japan hits 100% two years from now. 100%. (Japan is the model, by the way.) Even developing regions like Africa, the middle East and AsiaPac (minus Japan) are quadrupling 3G mobile penetration in the next two years. We are moving towards 80% of all media being digital. Mobile devices are increasingly becoming the digital interface of choice for consumers. Connect the dots.

Here’s a thought if you still don’t understand how this applies to your business: Follow the money. If it isn’t clear why any of this matters or even where things are going, look no further than shifts in advertising budgets in relation to digital and other media:

What do you see? Ad spend is flat in print (actually shrinking a bit) while digital ad spend is steadily growing. Every graph that compares online ad spend to other types of media ad spend look basically like this. If you don’t understand why this is happening, the graphs further up the page will help connect the dots.

Here’s another graph that ought to make you think about how your media planning strategy should already be shifting:

 What this graph shows is the point where online video wins the attention war and TV begins to recede. Same content but different interface, different medium, different level of user control. 2019 will be here before you know it. (The graph may even err on the side of caution. Things might already be moving faster.) What are you doing today to prepare for the television set’s Waterloo? From media buying to content production and distribution, are you sitting on your hands talking to analysts about future trends or are you staffing up with people who understand this and know how to prepare you for it?

Just as importantly, how are you restructuring your market research and consumer insights programs? (Are you? You should be.) This might help.

Let’s continue with today’s #graphfest. This ought to shed some light on what is happening on the interface front:

The 411: Desktop PCs are flat and mobile PCs (laptops) are growing. No surprise there. Also no surprise as to the growth of smart phones and tablets. But check this out:

Smart phones sales overtook desktop PC sales in 2008 and will take over mobile PC (laptop) sales in 2013. That’s next year.

Tablet sales will overtake desktop PC sales (that boxy thing taking up space in your employees’ cubicles) next year.

If you are an executive, go for a walk around your offices and ask yourself: What decade are you operating in? In fact… What century are you operating in? Look at your business processes, internal collaboration, media planning and productivity. Go spend a day at a media conference or tour your local coffee shops. Ask yourself if your business is operating in a bubble or if it is as technologically and strategically competitive as it could be. Be honest with yourself. Tip: If the average twenty-something hipster lounging around at Starbucks is better equipped than your average middle manager or business development team, the answer is no. Here’s another one: If your business isn’t creating apps or content specifically designed for these new devices (let alone social channels), the answer is also categorically no.

Every time you spy an executive working on a presentation on a plane, look at what kind of tech they use. Every time you see one using a boxy old laptop, you know the organization he or she works for is already falling behind. Why are these folks still using 2007 technology in 2012? You don’t see five year old tech winning on the racetrack, the field, the court or the links, right? Business is no different from sports in that regard: Outdated technology doesn’t give anyone an advantage. All it does is make you less competitive. Get unstuck.

Here’s a thought: When the world is changing faster than you are adapting to that change, it’s time to start a) worrying, and b) doing something about it. The idea isn’t even to eventually catch up, mind you. That’s a defensive position, a survival position. The idea is to actually get ahead of that change. That’s where the real competitive advantage is. Survival is a nice default position, sure; many businesses aren’t even there. But with only maybe 5% more thought and work than it would take to just play catch-up, you can shift from being just an “also in” company to becoming the leader in your industry or category inside of 5 years. That sort of surge in competitiveness doesn’t happen by accident. It takes will, foresight and initiative. That takes leadership. Real leadership. And sorry to have to tell you this, but real leaders make it a point to know what matters. “I don’t understand this new digital stuff” isn’t going to cut it anymore. Not understanding how things work anymore isn’t a sign of leadership. It’s an urgent call to action. Learn this stuff. Get caught up. It isn’t that difficult, and yes, we can help.

One last little media-related graphic to close today’s post and help you get your bearings:

Something else to think about: Becoming more “social” is only part of the shift that is taking place in media. It’s important, vital even, but without understanding how media as a whole is evolving, being “more social” probably won’t do most companies a whole lot of good. We’re seeing that already. There is a much bigger field, and the more of that field you and your senior leadership see, the better equipped you will be to not only survive the next decade but come out of it stronger and more competitive than ever. That’s the goal, right?

Final thoughts:

Don’t forget to plan beyond next quarter and/or year.

Get IT more involved in the day to day discussions that affect your business.

Rethink your hiring requirements.

Rethink the way you conduct market research.

Rethink the channels you use to connect with customers.

Rethink your relationship with consumers.

You aren’t necessarily going to become a digital business, but your business does need to be as effective in the digital space as it is everywhere else.

Welcome to the great reshuffling of the Fortune 5000 world.

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Follow our feeds on Facebook and Twitter for a lot more updates and information about social business, digital media, monitoring and market intelligence. (We promise we won’t spam you.)

And if you haven’t yet, start building Tickr pages right now. It’s simple and quick, and you can take them with you everywhere you go.

Let’s say that you are a brand manager, an agency working with a brand, a journalist following a brand (or just an ardent fan of a brand,) and you need to know what is being said about that brand, where it is being said, by whom, and when. Obviously, Tickr takes care of that for you, but let’s look at how easy it is to use.

Let’s start by building a simple brand page in the basic trial version. For the purposes of this post, let’s pick Nike (iconic brand, lots of content, and Nike was in the news this week because of rumors of its new shoe’s pricing and the Lance Armstrong decision).

By now, you’ve created an account, logged in, and you’ve built your page by just typing “Nike” in the box. If you haven’t done that yet, start here.

After a few seconds, here is what your basic Tickr page for Nike should basically look like:

First, let’s get situated. Top left of your screen is your page tab. (See below.) If you are using the free trial version, you only get one page at a time. If you have signed up for the pro version, you can have several tabs per page. So what you could do there is do comparative analysis of say Nike vs. Adidas, or deeper analysis of the Nike brand by refining your use of keywords. For instance: Nike, Nike Football, Nike Soccer, Nike Shoes, Nike retail, etc.

Next, look to the top right of your screen. (See below.) Though when your page launches, it will default to automatic scrolling, you can switch to manual scrolling, either by clicking on the up and down arrows or the on/off button. Your choice.

You can also easily share your page with friends and colleagues, edit your page, and there is also a help page that will help you navigate all of the elements of the page in case you have forgotten how to do something.

Now let’s look at the content being displayed on the page.

As you can see, each source of data is clearly displayed and color-coded so your eyes can easily discern between blogs, news, Twitter, Facebook, etc.

Here is how each source timeline further breaks down: the boxes of text and the images you see at the top of each timeline are called content windows. They are there to give you a sense for what kind of content is being shared and create context.

The gray blocks below the content windows make up the activity graph. You can interact with all of these elements at any time just by clicking on them. (See below.)

So for instance, if you click on the blogs feed’s content window featuring the “Just Do It – Four Steps to Filmmaking,” you can pre-select it. In the top right of that window is a little symbol with a box and an arrow. Click on it and you will access the page that the original content came from. (See below.)

In that particular instance, the link took me to Garrett Robinson’s blog (hi Garrett), where I can read the full post.  (See below.)

Now, if I were a community manager for Nike, I might decide to do nothing with that information… or I might reach out to Garrett and thank him for the mention, or make Nike resources available to him, or decide to share his content on a community blog, Facebook page or via Twitter. The options will vary depending on your role, your objectives, the opportunities and risks presenting themselves, but the point is that this feature allows you to go beyond simple content discovery. It allows you to drill down into stories, mentions and content, explore them fully, and interact with them at will.

What about the activity graph? Same thing. Click on any bar you want, and you will be able to drill down into a summary of the activity for that time frame. (See below.)

Once the window for that time frame is open, you can scroll up and down (or move to the previous time frame or the next without having to close the window, which is kind of handy).

Top right of each item in the summary window is a hyperlink, allowing you to go straight to the source if you want to. Same as with the content window. The feature also works with the Flickr feed:

See? Super easy.

On the macro level, a Tickr page works as a visual ticker that aggregates then organizes data from a breadth of relevant sources. Dedicate a screen to it in your office, lobby or digital mission control center, and you will immediately get a sense for the volume of conversations and mentions going on about your brand, what category of channels these conversations and mentions are taking place on, and what the nature of these conversations and mentions is. The page’s design and automated updates can therefore alert you to shifts in attention, to the impact of breaking stories, the possibility of looming PR crises, the effectiveness of a campaign, the stickiness of a message, etc. (We’ll get into those and more in upcoming posts.)

On a micro level, the ability to drill down into the content summaries then track mentions directly back to their source 1. allows you to understand then analyze mentions and conversations, 2. choose who you want to interact with and where, and 3. gives you complete control over the degree of engagement you want to have with your audience and/or community.

Combining Tickr’s macro and micro capabilities makes for a pretty powerful social media monitoring and management tool.

We’ll focus on more advanced features in future posts, so stay tuned. (There’s a lot more to talk about.)

In the meantime, feel free to try Tickr’s free trial version, and if you haven’t yet, unlock some new features by creating an account (recommended).

And as always, don’t be shy: share your thoughts and feedback with us, either in the comment section below or by contacting us.

We hope this post was helpful to you.

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