The Social Media Games

We all know social media and the majority of us (69% of Australian’s) use it too.. that number is only increasing

So as marketers and specifically in the field of digital, which social media platform is the best for business? is there a clear winner? or is it all just a complete waste of time?


Let’s un pack this data and start with the basics:

The Top 7 Networks:

  1. Facebook: 900,000,000 Monthly Visitors
  2. Twitter: 310,000,000 Monthly Visitors
  3. Linkedin: 255,000,000 Monthly Visitors
  4. Pininterest: 250,000,000 Monthly Visitors
  5. Google+: 120,000,000 Monthly Visitors
  6. Tumblr: 110,000,000 Monthly Visitors
  7. Instagram: 100,000,000 Monthly Visitors
    http://www.ebizmba.com/articles/social-networking-websites

Now let’s break this down even further into categories:

Visual Based Media:

  • Instagram
  • Pininterest

Information Based Media:

  • Facebook
  • Linkedin
  • Tumblr
  • Google +

Interaction Based Media:

  • Twitter
  • Facebook (both interactive and informational)

so..who’s number one?

well.. there isn’t a clear number one for a marketer BUT there are strategies that should be in place to ensure effective engagement with consumers. This can be subdivided into the above categories so that there is ONE of each of the information, interaction and visual based media sites being used.
The Sensis video outlines that although the dominant force is still Facebook, the youth is turning more favourably to simple and easy use sites such as Instagram and even Snapchat (not listed in top 10). If the youth dictate tomorrow, then it can be seen that visual based mediums will become more popular as long as their easy to use interfaces remain simple.
Then there’s the infamous ‘Facebook Algorithm’ which only supplies 1% of your fan base or consumers with the information you put out, with the algorithm lowering even more when placing in a link to an external site. This could be the death of business on Facebook as a platform which will place is below Instagram as preferred digital marketing platform.


The Essentials List For Present and Future:

1. Instagram – Visual Based **

2. Twitter – Interaction Based

3. Facebook – Information Based 
 **most important

They may seem obvious, but its the priorities of Instagram being the most important which is significant in the data.


Do you agree with the unpacking of Sensis’ data? Is there any point or platform thats missing or overlooked? Leave a thought below so we can discuss strategies and priorities for digital marketers!

SP

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Whats The Big Deal About NFC? (Part 2)

IMAGE: MASHABLE COMPOSITE/MOTOROL

IMAGE: MASHABLE COMPOSITE/MOTOROLA

Wearable Technology the (relatively) new buzz word surrounding the tech community, no it’s not a mouth guard that doubles as chewing gum but the increasing interest in ‘smart’ gear, specifically watches.

Google has been all over this form of technology for years and now Apple’s joined the party (always fashionabley late) with their soon to be released Apple Watch. We as consumers are entering a new era of ‘smart’ with the smart watch now becoming a mainstream product. The majority of current wearables owners are young, with 48% between 18-34 years old, highlighting that this figure will only continue to grow as wearables become more useful, so.. the question is, what are marketers thinking? What are the possibilities with this tech? how can it be monetised?

Let’s take a look at a real possibility for marketers to utilise these smart capabilities in watches now, and potentially into the future:

Near Field Communication:
If you don’t know what NFC and the powers of NFC are, read my other article “Whats the Big Deal About NFC?

This seems the most exciting and best way for marketers to use smart watch technology. with NFC slowly becoming more accessible and seamless to use, in context marketing and notifications could be the way forward to come up on your watches display. If you’re at the MCG and the half time siren goes, what would happen if a ‘tap to order’ beer display came up so that your beverage could be fast tracked and even prepaid with the NFC inbuilt.
Many limits of NFC on phones make a lot more sense when put into watch technology, keeping your phone away whilst achieving tasks that are with ease and are context specific.

BUT THERE’S JUST SOMETHING LACKING?!

There are great situations to use smart watches, but really only when you are restricted to a ‘hands free’ environment. I don’t know whether it’s the devices or the software themselves, but there doesn’t seem to be any real reasoning to go out and spend up to $500 for a digital watch that may not have a battery powerful enough to tell me the time all day. Wearables are well and truly the next step forward and are on their way to being mainstream devices, but right now, there’s no real incentive for purchase for the mainstream consumer market with it being not that difficult to take a phone out of the pocket anyway.

What are your thoughts? can you think of any other marketing possibilities for smart watches and wearables? do you agree that wearables may take a while to really pick up as a mainstream device? leave a thought below!

SP


 

http://www.nielsen.com/us/en/insights/news/2014/tech-styles-are-consumers-really-interested-in-wearing-tech-on-their-sleeves.html

Playing the Game?

There’s no question that Nike is a brand of innovation and a leader in marketing strategy… and now they have their own social media platform (kind of).

Below is a recent app development for its Nike Football wing, as the brand is once again turning the simple idea of a group text message to play football (soccer) into a street football community to arrange local matches, take a look:

In Words:

The Nike Football app allows players to create matches, banter with friends and teammates, and be the first to access exclusive Nike product. Vitally, the app will also be a gateway to the professional game through the Nike Academy – the U.K.-based academy for young players, based at St. George’s Park National Football Centre — which gives its players a route to the pro game through fixtures against leading clubs. – nikeinc.com


User Interaction Is Key To Marketing Success:

Throughout many of Nike’s recent campaigns, the focus is not on selling the product, but creating a consumer experience with interesting story adverts. Their strategy is to facilitate the football community by creating an app to help people play the sport, and specifically soccer more often by creating essentially, its own form of social media. Nike wants to become a part of the average organised street game, by helping create the match and getting more people to play more often. This eventually will be seen by Nike to create a profit as the more players playing creates a larger market for them to promote their products and sell to.

Nike has the app = Nike can advertise and play by its own rules – A no Adidas zone

Will this app kick off and be a big success? can you see it working and would you download it yourself? Leave your thought’s in the comments below.

SP

What’s The Big Deal about NFC?

What is NFC? National Fighting Championship? National Flag Committee? Natural Forestry Commision? KFC? or Nobody F******g Cares?

See answer below

NFC – Near Field Communication: is a type of communication that involves wirelessly transmitting data from one hardware device to another physical object, provided that the devices are in short range (within 10 centimetres) of one another.

If you struggled to make sense of the above definition, here’s a clear and easily explained NFC video:

 

Apple has just announced the technology on its new iPhone 6 models, which some would argue means that its hit the mainstream market (even though its been in  many Android devices for many years (not a discussion thats worth having right now)). So now that Apple’s involved everyone’s talking about it and taking it seriously, so obviously Apple see’s great potential in the technology, but is it just going to end up like the disastrous QR Code? or be a genuine revelation in modern mainstream technology?

Perhaps this graph explains why Apple is interested, presenting the frightening amount of credit card details Apple possesses and can take advantage from:

Screenshot-2014-09-01-06.31.00

Let’s look at some pro’s and con’s of the technology from a digital marketing standpoint:

Pro’s:

  • Rather than opening an app, the NFC device can simply be tapped on to a NFC tag/sticker/chip
  • user experience is far easier / exciting than QR
  • can be done without looking
  • capabilities can range from opening apps to enabling certain settings on a device
  • stickers are accessible and cheap

Con’s:

  • all NFC tap ons must be confirmed which restricts user flow and seamlessness
  • very small ‘tap on’ range
  • very small amount of data can be set on chips / stickers
  • third party apps must be downloaded to enable certain NFC features

Apple clearly see’s NFC technology as profitable, however it seems the only way they want to use this technology is for e-wallet uses. The technology itself has a massive potential to turn a device into an easy to use and seamless universal remote or a second screen to everything around you in context, but the con’s listed above must be addressed to ensure that it’s effective in engaging the average consumer.

The Ideal World of NFC:


What are your thoughts? is NFC  living up to its true potential? or is e-wallet payments all the technology is good for, as highlighted by Apple?

SP

Social Media in TL;DR

The following info graph displays a clear image of the marketing space within large organisations and their social media. There seems to be some enlightening statistics that give good insight into companies thoughts and strategies surrounding social media.

The following is this chart of social media research being unpacked and explored in the form of tl;dr (Too Long; Didn’t Read (I Cant be bothered reading, someone summarise this for me please)):

Screen Shot 2014-09-21 at 10.47.10 pm

TL;DR – Social Media has become a pivotal marketing tool for all organisations, they see it as a ‘must have’ (but they may not know why… more to come)

Screen Shot 2014-09-21 at 10.54.05 pm

TL;DR – the best social media strategies are still being (or soon to be) developed, as brands are still discovering how to effectively target and engage with audiences whilst measuring their social media effectiveness on organisational profits.

Screen Shot 2014-09-21 at 10.59.23 pm

TL;DR – Brands use social media primarily to build brand awareness, with minimal priority for customer service and loyalty (which in my opinion should be flipped the other way around as loyalty and good service should promote good brand awareness). Many marketers are integrating their social media strategies with their traditional methods, although the large organisations are still playing catch up.

Screen Shot 2014-09-21 at 10.59.41 pm

TL;DR – Brands love to copy content from others, although still recognise the importance of creating original content and creating their own, video is the most popular form of content creation.

Screen Shot 2014-09-21 at 10.59.53 pm

TL;DR – Facebook is the most used social media platform, closely followed by twitter. Although surprisingly, Instagram is not even in the top 5 for a platform thats purely non skippable content.

Enjoyed the TL;DR unboxing of the research into social media marketing? i was surprised at a few statistics and would love to hear what surprised anyone else! Leave a thought below!

SP


References: http://www.adweek.com/news/advertising-branding/glimpse-marketers-social-media-strategies-159962

Kickstart Your Marketing Strategies

Kickstarter, the pioneer of funding nearly any idea imaginable by people who don’t possess the bank accounts of corporate fat cats and big Bill (Gates). Using the concept of crowd funding, it’s been developed for anyone to put up their idea with a set target of $ that must be raised by others pledging donations in order to ‘kickstart’ the idea into a reality.

kickstarter

What a lot of businesses and start ups don’t understand is that even if their product or idea doesn’t need the help of a Kickstarter launch, it can still be used as a fantastic marketing tool to give insight into potential success for the idea. Businesses who may not need much funding or have the funding already to kickstart their idea may not have any idea if the concept is going to be successful. A post on Kickstarter can track whether investors are prepared to pledge their personal money into an idea, and if successful, the idea now has more money to kickstart AND they have the statistical evidence that people will back the idea and would consider purchasing in the real world.

The innovators of the internet are buried within the Kickstarter website, seeking the next outbreaking project so it is the ideal test platform to introduce a new product into the market.

Kickstarter’s Most Successful Project:

Coolest Cooler:

An innovative Kickstarter to test the waters of its market:

Hoverbike (which was also successfully funded):


Leave a comment on any strategies or methods that can be used on Kickstarter as a marketing tool rather than a platform to generate capital!

SportsBet – The Betting Social Climber

By now, everyone knows, or is aware of the betting agency SportsBet.com.au. But How has the agency emerged as the most popular online sports betting company in a market that’s so competetive?

Essentially, The company has effectively targeted its male audience with humor and wit to propel itself to one of the top agencies in the Australian online betting community by being the first and one of the only agencies to try and become  ‘Facebook friends’ with its consumers.

Sportsbet’s strategies:

  • target men, aged 18-35 who are ‘casual’ or ‘social’ gamblers.
  • make gambling completely acceptable and normal within society. 
  • make Sportsbet the number one preference for online gambling.
  • create relevant and relatable topics to its audience with humor and wit to gain acceptance as a ‘mate’.
  • Maintain the image of a ‘blokey’ attitude.

The Collar Problem:


It’s not about the money that has been pumped into Sportsbet’s marketing department, but the way they have interacted with their followers on social medium in order to create exceptional value. It has been so effectively planned and targeted to the point where consumers feel that Sportsbet is a ‘friend’, rather than a betting agency with the primary objective of gathering profits from its consumers pockets.

Sportsbet’s ability to ‘side’ with the consumer by producing relevant, entertaining and shareable content has created a friendly brand which now boasts over 450,000 Facebook likes and over 90k twitter followers.
This following has been accelerated by its ‘real life’ stunts and collaboration with local Australian comedians who deliver comedy to the same audience that Sports Bet is tapping into, leading to a larger share of brand exposure with subtle placements of the brands logo throughout their videos and campaigns:

Tactics To Watch The World Cup:

Christ the Redeemer Balloon (World Cup):

Expectation v Reality (Collaboration):

After establishing its friendship with its consumers by building a large social media presence, Sportsbet subtly places in betting promotions and deals that customers are actively engaging with and using  due to the trust and popularity that is now associated with the agency.

These ‘mateship’ tactics used by Sportsbet ensures a loyal and popular fanbase for Sportsbet to then cash in on, do you think that Sportsbet is leading the market? or if not, are their any other agencies that are producing content and delivering value to their audience more effectively than Sportsbet are? let me know in the comments below!