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Category: News (page 2 of 4)

Busting The Myth On Social Media ROI

I write about social and emerging media & technology.

If you have any doubt that social media is an absolute goldmine primed to be picked out of the ether like an apple off a tree, you need to invest the two or three minutes it will take to read this post.

Image result for social media roi

Photo from www.ashop.com.au

The first thing you must realize is the notion that social doesn’t drive serious business impact and, let’s be clear, revenue-specific impact, is perpetuated by an industry rife with self-described gurus and smoke-and-mirror imposters who’ve never had to demonstrate ROI.

Stop listening to anyone who tells you that social media can’t generate revenue. What those people are really telling you is that they simply don’t know how.

It’s not rocket science. It’s social science — and there is an absolute, surefire, step-by-step path to success.

 Full article available via Forbes at http://www.forbes.com/sites/gretchenfox/2016/04/20/busting-the-myth-on-social-media-roi/#7d4f79c60a31

Social Media and Mobile Marketing Forecasted to Continue Rising

Ad dollars follow eyeballs, and these days they are on social.

The increase in social-ad spending is driven by this continuously growing reach, particularly on mobile, better analytics and targeting, and performance. The rise of programmatic social platforms has also fueled growth.

New data from BI Intelligence finds that US social-media ad spend will top $8.5 billion this year and reach nearly $14 billion in 2018, up from just $6.1 billion in 2013.

In the report and associated PowerPoint presentation, BI Intelligence looks at all the numbers and explores the drivers of social ad adoption.

Here are some of the key takeaways:

  • Social-media advertising spend will grow rapidly through 2018. It’s up 40% this year and will top $8.5 billion, growing to nearly $14 billion in 2018, a five-year compound annual growth rate (CAGR) of 18%.
  • Social media ad spend has reached the mobile-tipping point. Spending on mobile social-media ads, including mobile app-install ads, will surpass non-mobile spend by the end of this year in the US. In 2018, two-thirds of social-media ad spend will go to mobile, creating a $9.1 billion social-mobile market.

Full article available via Business Insider at http://www.businessinsider.com/social-media-advertising-industry-trends-2014-11

 

These Are the Brands Slam Dunking March Madness on Social Media

North Carolina forward Isaiah Hicks and his team will take on Syracuse in the Final Four. Photo Illustration: Yuliya Kim; Sources: Getty Images, Reese’s

Measurement company Origami Logic analyzed the social engagement of 55 March Madness-focused marketers—19 official NCAA sponsors and 36 nonsponsors. And heading into this weekend’s Final Four matchups, these are the top four brands: Reese’s, KFC, Lexus and Capital One.

Origami Logic found that those four companies really ramped up efforts this year to connect with consumers—compared with 2015—on Instagram and Twitter. The tech player examined those platforms as wells as Facebook, YouTube and Google+ from March 1 through March 30.

Below are three charts showing the social buzz around the NCAA Tournament, which began two weeks ago.

Full article available via AdWeek at http://www.adweek.com/news/technology/these-are-brands-slam-dunking-march-madness-social-media-170550.

Ad Buying on Facebook Just Got More TV-Like

Social Media Company Introduces Tools Familiar to Broadcast Advertisers

By . Published on April 20, 2016.

Broadcast advertisers will now find familiar terminology when making video ad buys on Facebook.

That’s because Facebook wants to make ad buying on its platform more TV-like for broadcast advertisers. The company said Wednesday that target rating point video buys on Facebook or Instagram can now leverage day-parting and Nielsen DMA targeting, two features that were previously unavailable. DMA targeting allows marketers to home in on a specific local television market area while day-parting delivers advertisements during specific parts of the day.

The move is meant to provide marketers further brand building capabilities on mobile, as well as flexibility to extend TV and video campaigns on Facebook with a currency broadcast advertisers are all too familiar with. At the same time, the company is telling advertisers to rethink the way they deliver video on Facebook — particularly on mobile — as opposed to TV.

“The mobile feed has fundamentally changed the way people view and absorb information, and this is especially true with video,” said Matt Idema, VP of monetization product marketing at Facebook. “For marketers, this shift makes it essential to take new creative considerations into account when designing effective video ads. While this work is ongoing, we have seen that when marketers think about the unique characteristics of mobile behavior, they are able to more effectively connect with their audience.”

Read full article via Ad Age at http://adage.com/article/digital/ad-buying-facebook-tv/303631/

Twitter to Honor Those Who Master Direct Marketing Skills

Natasha D. Smith

In honor of the social network announcing an award that recognizes the fundamentals of effective direct marketing, here’s a look at several social campaigns we consider noteworthy.

In Twitter’s latest move to gain advertisers, the Silicon Valley giant has announced its new annual Twitter Awards.

Joel Lunenfeld, the company’s VP of global brand strategy, made the announcement Monday via a blog post. It comes on the heels of Twitter’s 10-year anniversary, which, unfortunately for the social media giant, marked a stalled user base at about 300 million users, fairly recent layoffs, an extremely public CEO firing, and a first-quarter stock price of $22—which is considerably lower than the near $45 price at its 2013 IPO debut.

Full article available via Direct Marketing News at http://www.dmnews.com/social-media/twitter-to-honor-those-who-master-direct-marketing-skills/article/489764/

3 takeaways from the FTC’s first deceptive marketing case under new native ad rules

What every marketer and PR pro should know about the Federal Trade Commission’s Lord & Taylor case.

Image via Cliff / Flickr; Used under the Creative Commons Attribution 2.0 Generic license.

Image via Cliff / Flickr; Used under the Creative Commons Attribution 2.0 Generic license.

In late March, the Federal Trade Commission (FTC) entered into a significant consent decree with Lord & Taylor. This is important for every marketer and PR and social media agency because it is the FTC’s first case under its recently issued native advertising guide for businesses, which I predicted would lead to more enforcement activity by the FTC. The FTC asserted that a Lord & Taylor social media campaign violated both the FTC’s native advertising guide and its endorsement guidelines. As a result, Lord & Taylor has entered into a 20 year consent decree.Successful, but misguided
In early 2015, Lord & Taylor launched a comprehensive social media campaign to promote its new Design Lab collection, a private-label clothing line targeted to women between 18 and 35 years old. The retailer’s market plan included the dissemination and placement of branded blog posts, photos, video uploads, native advertising editorials in online fashion magazines, and online endorsements by a team of specially selected “fashion influencers” over one “product bomb” weekend. These efforts focused on a specific Design Lab paisley dress. The FTC’s complaint alleged that Lord & Taylor paid Nylon, a pop culture and fashion publication, to run an article online about the Design Lab collection, which included a photograph of the paisley dress. Lord & Taylor also paid Nylon to post a photo of the dress on the publisher’s Instagram site, along with a caption that stated Lord & Taylor had reviewed and approved the content.

Over the same weekend, Lord & Taylor incentivized 50 fashion influencers to post a photo of themselves wearing the dress — styled according to their choice — on Instagram, in exchange for giving the influencers the dress for free and paying them an amount between $1,000 and $4,000. The social media campaign was immensely successful, reaching 11.4 million individual Instagram users in just one weekend and leading to 328,000 brand engagements with Lord & Taylor’s Instagram handle. The dress quickly sold out.

 

Read more at http://www.prweek.com/article/1391111/3-takeaways-ftcs-first-deceptive-marketing-case-new-native-ad-rules#pIy0SsLswLIm17tR.99

Eggo Gives Fans What They Were Hungering for: Waffle Emojis

Kellogg Brand Rolling Out ‘Eggojis’ to Help Bring the Waffle to Life in Today’s Social Sharing World

By . Published on .

 

Eggo is the latest brand to release its own emojis, including a batch cooked up with the help of some big social media waffle fans.

Eggojis. Credit: Kellogg.

Over a 90-day period last year, Eggo saw nearly 1,000 mentions of people hankering for a waffle emoji. With International Waffle Day approaching on March 25, it is now releasing “Eggojis,” the Eggo version of emojis with waffle images.

“Millennials are a big audience for us,” said Trinh Le, marketing director, frozen breakfast brand and innovation at Kellogg.

Knowing there are already a lot of brands in the emoji space, Eggo wanted to figure out a way to do something a bit differently. Or, as Ms. Le puts it, “what is the Eggo way of bringing this to life?”

Eggojis heart eyes. Credit: Kellogg.

So the brand brought social influencers to the original Eggo factory in San Jose, Calif., where they spent part of their visit creating their own emoji-style art using real waffles and toppings, she said. Then, agency partner Mosaic took pictures of those waffle creations and digitized them, giving them the more cartoon-like emoji feel. In all, about 20 Eggojis will be released.

Eggo just began posting on Twitter in late February. Since then, it has been teasing the idea of waffle emojis. Users could vote in a custom poll on one of two Twitter Eggojis. The winner will be unveiled on March 25, and the winning Eggoji will show up when people post tweets that include #LeggoMyEggo.

Read full article via Ad Age at http://adage.com/article/cmo-strategy/eggo-updates-l-eggo-eggo-giving-emoji/303135/

Is This Weird Hostess Tweet for Opening Day a Home Run or a Strikeout? | Adweek

By Alfred Maskeroni

April 6, 2015, 1:17 PM EDT

Now that spring has sprung and March Madness is nearly at its dramatic conclusion, baseball season is upon us. And a few brands have begun to celebrate by creating their own style of Twitter fodder—for better or worse.

Enter Hostess, purveyor of snack cakes, which topped all the other brands this morning with what many are calling a bad-on-purpose “slam dunk” of a tweet. It shows cupcakes decorated like baseballs and the word “Touchdown.”

Which left many people scratching their heads at the mixed sports phrasing.

via Is This Weird Hostess Tweet for Opening Day a Home Run or a Strikeout? | Adweek.

How One Woman Makes Almost $1 Million A Year On Etsy | Co.Design | business + design

by Carey Dunne

Alicia Shaffer’s business, ThreeBirdNest, makes $80,000 a month selling handmade legwarmers, scarves, and headbands on Etsy. Here’s how.

Knitting socks, scarves, and headbands doesn’t have much in common with performing orthopedic surgery or governing a country. But this crafty hobby earns mother-of-three Alicia Shaffer’s business $80,000 a month, in part via her Etsy shop—which adds up to an annual revenue of $960,000, she claims. That’s about as much as top orthopedic surgeons make, and more than twice as much as the United States president makes.

Shaffer, based in Livermore, California, sells her knitted wares on Etsy in the online craft marketplace’s second most successful handmade goods shop. (The first most successful shop sells “buttons like the ones they wear at TGI Fridays,” Shaffer says.) Called ThreeBirdNest, it’s named after Shaffer’s bird’s nest tattoo, honoring her three kids.

Through its independent website and Etsy shop, ThreeBirdNest receives an average of 150 orders per day, with most orders consisting of three items. Around the holidays, that number goes up to 700 to 1,200 orders per day. This January, the business raked in a total of $128,000 in sales. In the three years since its launch, it has made 100,000 sales on Etsy alone, Shaffer says.

via How One Woman Makes Almost $1 Million A Year On Etsy | Co.Design | business + design.

McDonald’s #ImLovinIt Campaign 2015

The following information is from an article on Buzz Feed News in the Business section, “With Sales Sliding, McDonald’s Plans 24 Hours of “Joy” Around The World,” by Mariah Summers

I’m currently visiting Chicago, Illinois on the Public Relation Students Society of America (PRSSA) networking trip and was fortunate enough to visit McDonald’s brand new digital marketing headquarters. There I learned about this current campaign.

The “I’m Lovin’ It 24” campaign purpose is to show appreciation for loyal and supportive Mcdonald’s customers who consider themselves “global citizens.” There are 24 events on Tuesday that offer little bits of joy. Those who attend these events are encouraged to use the social media hastag #ImLovinIt.

Read the full article here:http://www.buzzfeed.com/mariahsummers/with-sales-sliding-mcdonalds-plans-24-hours-of-joy-around-th

 

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