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

Advertisements

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

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!

The Five Second Ad

The Challenge: Create an effective 5 second ad.. Go!

We all know that with YouTube, comes the ad before you watch that ‘quick’ video that you searched up. Its avoidable on the computer by installing ad blocker but the smart phone and tablet devices still fall victim to waiting for the countdown to press the ‘skip ad’ button.

Most companies resort to posting the same content to their YouTube ads that they do on TV which is a HUGE oversight on their behalf. Digital content isn’t like the traditional mediums of television, print and radio, all platforms are to be approached differently, so it can be seen as careless, lazy and/or poor marketing when a company is seen branded in the same way on the TV as they are in the digital space (specifically YouTube).

It is those brands that respond to the different climate of digital who create the most effective work. Brands must know how to work with the space they have and the audience that they are presenting to.

The Average Persons Mind State When Watching A Compulsory YouTube Ad:

  • “Really another one?”
  • “only three more seconds”
  • “longest 5 seconds of my life”
  • “You’re forcing me to watch the whole thing?!”
  • “F@#$%^&!”*

*unofficial test studies

Agencies and companies must address these schema’s associated with YouTube advertisements and turn their content into engaging and watchable content by creating an effective 5 Second Ad, one of the best examples of this form of online advertising is below, targeting environmental awareness:


The companies that regurgitate the same content across all mediums will find low success and effectiveness. The lack of understanding can lead to a negative view of the brand they are establishing as the millions of dollars spent on advertising could be sending them backwards rather than forwards as a result of carelessness and ignorance.

leave a comment on your favourite five second video or a campaign you’ve found and your thoughts on if the five second method is effective

Below are other successful and engaging ‘Skip Ad’ campaigns:

Audi:

VW:

Coca Cola:

SP

Ice Bucket Challenge: A Viral Success Or Awareness Disaster?

Raising $4 million in two weeks inst something that’s done on a regular basis, but the trending #icebucketchallenge set up by the ALS Association, a charity that fights amyotrophic lateral sclerosis (also called Lou Gerhig’s disease), a fatal neurodegenerative disease has succeeded in doing so.

Similar to the infamous ‘nek nominate’ campaign of promoting the fine art of binge drinking by sculling a beer and nominating two other friends to complete the challenge, here’s how the ALS sets out its rules:

The challenge involves people getting doused with buckets of ice water on video, posting that video to social media, then nominating others to do the same, all in an effort to raise ALS awareness. Those who refuse to take the challenge are asked to make a donation to the ALS charity of their choice.

With many celebrities and influential figures challenging others and completing it themselves, its questionable whether the effectiveness of the peer to peer viral marketing strategy has worked.

The following are key arguments on whether the crowd generated viral strategy is a stroke of marketing genius, or a distraction for the organisations objectives:

Arguments for:

  • items that included the term “ALS” increased 1,007 percent across social media
  • items that mentioned Lou Gehrig’s Disease increased 1,167 percent.
  • since the campaign began, there’s been 42 percent fewer materials read or seen with the words “Ice Bucket Challenge” compared to ALS-related terms. **** the most important statistic****
  • in the same period last year only $25,000 was raised (compared to this years $4 million)

Arguments against:

  • many videos are uploaded without a single mention of the ALS or what it stands for
  • the campaigns structure can be seen as offensive for those who are affected by the disease
  • the viral nature can appear to be centered around an aversion to donating money, as people opt to ‘prefer’ dumping iced water over their heads than donating $100

Although significant points are raised for the campaign being distracted from its objectives with mind numbing stunts (literally), it would be fair to suggest that this form of viral marketing can be very effective, but only if done with perfection and with a stroke of luck on getting a big name to turn it viral.

Is this campaign effective? could it have been more effective? leave a comment below on your opinion / strategy when it comes to user generated viral marketing content!

the Following is a sample of the most popular #icebucketchallenge videos:

Paul Bissonnette


 New York Jets:

Conan O’Brian 

Mark Zuckerberg: