In the world of social marketing, digital influence is akin to saying holy water. It is sacred, mysterious, and purportedly carries with it healing properties. Influencers speak and the world stops to listen. Almost as prestigious in the new world of conversational marketing is the word advocacy. Advocates are the disciples of brands. They are customers or fans and they live to join branded communities and also go out of their way to tell everyone they know why the brand is so special.
I am exaggerating, of course. What is not an exaggeration, however, is the importance marketers place on influencers and advocates without understanding the role each can play in word of mouth or engagement programs. If you were to spend any time in a conference room full of brands, agencies or social software vendors, you would quickly realize that the words influence and advocacy would be used interchangeably.
What’s the difference between influence and advocacy? The differences are quite notable but the answers aren’t often sought.
Influencers are individuals who’ve earned authority on any given topic and have built a community or series of communities around their body of ideas or work. They have the capacity to cause an effect on the character, actions or behavior of someone or something.
Advocates are champions (and/or enthusiastic customers) who align with or embody the tenets or the mission of a thing (in this case a brand) or a cause. Advocates may or may not carry influence individually. When advocates unite, the concerted group can wield influence.
On the subject of influence, Technorati recently released its 2013 Digital Influence Report. In it, I discovered some interesting stats about the various ways that brands are approaching influence.
Data collected in GWI.8 (Q4 2012) demonstrates the continued shift in usage from localised social platforms to global ones with huge growth for Twitter, Google+ and Facebook. The fastest growing network in 2013 in terms of “Active Usage” (defined as “Used or contributed to in the past month”) was Twitter which grew 40% to 288m across our 31 markets (approximately 90% of global internet population). 21% of the global internet population now use Twitter actively on a monthly basis. This compares to 21% actively using YouTube, 25% actively using Google+ and a staggering 51% using Facebook on a monthly basis.
For those who follow the GlobalWebIndex regularly, it is important to note that between Q2 and Q4 2012 we revised our universe figures, based on newly available public data on country level internet population aged 16 to 64. This revision has also been applied to historical numbers and has lowered the figures slightly down, but proportionally, the numbers remain the same as in previous iterations of the research. The trends we’ve seen remain and are becoming ever clearer as we move forward.
Ever wonder what the best day to post on Facebook is? Well one thing to note is that each industry is different. The infographic below by LinchpinSEO breaks out the best days to post as it relates to each primary industry type. The graphic also includes stats for other Facebook and metrics to help you increase engagement by posting during your users highest engagement peaks.
Social media is coming of age. Since the emergence of the first social media networks some two decades ago, social media has continued to evolve and offer consumers around the world new and meaningful ways to engage with the people, events and brands that matter to them. Now, years later, social media is still growing rapidly, becoming an integral part of our daily lives. Social networking is now truly a global phenomenon.
La metà degli utenti italiani di telefonia mobile possiede uno smartphone I possessori di smartphone in Europa sono aumentati del 35% nell’ultimo anno, da 97,7 milioni a Ottobre 2011 a 131,5 milioni a Ottobre 2012. L’attuale penetrazione degli smartphone nei mercati EU5 è pari al 54,6% degli utenti di telefonia mobile, un aumento di 13 punti percentuali rispetto allo stesso periodo dell’anno precedente. La Spagna ha la più alta penetrazione di smartphone (al 63,2%), seguita da Regno Unito (62,3%) e Francia (51,4%). La Spagna ha registrato la più forte crescita nell’ultimo anno, con un guadagno di 14,8 punti percentuali, seguita dal Regno Unito, con un aumento del 14,2%.
Con 24,6 milioni di utenti smartphone nel mese di Ottobre 2012, l’Italia si è classificata quarta, con una penetrazione del 51,2%, registrando un incremento di 9,1 punti percentuali.
In September this year, ComScore reported that Pinterest had penetrated the top 50 list of most visited sites in the USA. Not bad for a new social network that is barely 3 years old. The same study highlights Pinterest’s explosive growth, which now equates to over 25 million unique monthly users. Given this fast-growing user base, Pinterest is a solid choice for attracting more traffic, leads and customers to your business. But if your new Pinterest business page is missing a few critical ingredients, then you could be going nowhere fast. Did you know that the way you set up your page – the photo you use to promote your business, the description you add to the About section, the boards you create and where you actually place them on the page – can influence your Pinterest marketing efforts?
The calendar year wouldn’t be complete without a few social media fails.
In 2012, plenty of big brands and organizations suffered serious backlashes on social networks like Twitter andFacebook for offensive tweets, questionable ad campaigns or controversial company statements. Some, like McDonald’s, attempted good-natured social media campaigns that simply took unexpected turns. Others, like StubHub’s and KitchenAid’s Twitter accounts mistakenly send out shocking tweets.
If there’s one lesson to take away from this year’s fails, it’s that brands need to be particularly careful when it comes to tying a promotion or post to a big, public event. Several of the businesses on our list were heavily criticized for posts relating to the presidential election and Hurricane Sandy, for example.
In an increasingly competitive and homogeneous marketplace, digital acquisitions provide a way in which businesses can close the gap and drive growth via new commercially attractive ventures. With a market ripe with startups, that next Facebook, Amazon or Google might just be around the corner – the question is what should businesses be looking for?
Is it a matter of looking within your marketplace, identifying potential disruptions to your business and then looking to find a solution that will avert that pending collision? Or rather broadening the search beyond traditional areas of operation, in order to leverage opportunities in new growth areas yet to boom? Whether an acquisition occurs, no doubt businesses that keep aware of these opportunities will be better poised to respond if and when their industry is disrupted.
The following infographic by Kwasi Studios provides some interesting insights about digital acquisitions between some of the most prominent businesses in the world and why they think these alliances will work.
Of particular interest is Amazon’s purchase of Kiva Systems. For those unaware, Kiva Systems has developed robot technology warehouse management system – potentially the future of supply chain and operations particularly for large multichannel retailers. In effect this alliance allows Amazon to move into a market of not only being a retailer, but supplying other retailers with this technology – stepping out its traditional role. However this is nothing new for the retailer, that has over the years monetised a variety of the technology and services it has developed.
A different example of a business perhaps looking to avert disruption, while building and innovating within its own market is Salesforce. Traditionally offering a CRM solution for sales management, the company has expanded its offering in the social media sphere with its purchase of Buddy Media. Perhaps anticipating the growth of social media within the B2B communications space, as mentioned in the article by Kwasi Studios, Salesforce is rounding out its offering to stay relevant and contemporary within its market.
What will be your approach in order to close and grow your business beyond the gap?
Do Apple lovers really “think different?” What makes those who don’t buy Apple products turn away from them? This infographic gets to the bottom of why people buy Apple products, and what keeps them from buying them. And it shows how they feel about those products once they’ve bought them.
You’ll probably agree, there’s something about buying an Apple product that makes people act differently. It could be part of that famous “reality distortion field” associated with Steve Jobs, or maybe it’s just because Apple products are actually superb. The survey behind this artwork aims to quantify that thinking, measuring the differences of opinion between Apple lovers and Apple haters.
Some of you might say there’s no reality being distorted at all, and Apple products are just far superior to its competition. At the same time, many of the 48% of U.S. adults who’ve never owned an Apple device probably don’t think Apple products are insanely great, but point to Apple aficionados as simply insane. Others in that group just plain can’t afford Apple’s expensive baubles.
What’s the truth? It wasn’t the mission of market research firm Ask Your Target Market (AYTM) to find out whether subjective opinions and feelings about Apple products were true or not. The goal was to measure the difference in thinking between those who embrace Apple products and those who don’t.
SEE ALSO: Is Apple Mapping an Alternative Universe? [SUNDAY COMICS] Using its Ask Your Target Market research platform, AYTM Research tapped into its huge hoard of 4.5 million consumers in multiple countries to come up with the data behind this lovely infographic. Take a look at the full data set here.
If you’re having trouble understanding this unusual infographic, here’s a quick guide: On the left side are those who haven’t bought Apple products, and on the right are those who have been enveloped in Apple’s alleged reality distortion field.
What do you think? Are you trapped in Apple’s reality distortion field? Is there even such a thing?
Did you know that almost nine in ten people (86 percent) may leave a website when asked to register or create an account?
Lengthy forms and password fatigue are cited as the main issues, but there’s a simple solution: social logins. By allowing your visitors to connect via Facebook, Google and Twitter, you can dramatically increase your the user conversion rate – and experience – on your website.
This infographic from Janrain takes a closer look at the registration challenge for brands and web developers.
Domenica pomeriggio: la giornata è uggiosa perché la squadra del cuore iil sabato sera è stata sconfitta sonoramente. E allora perché non twittare il proprio disappunto? Così il romanista Maurizio Gasparri ha fatto, esprimendo qualche rilievo nei confronti dello Zeman umiliato a Torino.
Of the $16.5 billion in music revenues, $5.6 billion came from digital downloads. Of those, $4.3 billion came from iTunes, of which the music labels received $3.4 billion. This accounts for 60 percent of digital music revenues for 2012.
The International Federation of the Phonographic Industry (IFPI) reported that global digital revenues were $5.6 billion in 2012. This represented about 9% growth from 2011 and accounted for 34% of total industry revenues.
Apple regularly reports iTunes as a separate revenue item and occasionally it also reports payments data for developers and app download rates. By interpolating the data published and combining it with some assumptions it’s possible to estimate the mix of revenues (and costs) associated with iTunes.
For the first time ever, you can now breakdown your competitors’ Facebook page fans by country. You are now able to see any brand´s fan distribution within any country
Facebook Pages Now Ranked by Local Fans
As you can see in the report below, we are now ranking Facebook brands and media by the number of their local fans. They are still accompanied by the number of their total fan base but now you can also see the volume of local fans Liking the Page in the selected country. It´s also expressed by a percentage from the total fan base so you can get the bigger picture.
We believe that Facebook marketing in 2013 will be all about developing local strategies and targeting the right audience which is why this data is so valuable for marketers all around the world. This new competitive advantage will provide you with insights into your competition´s audience and fan distribution across the world as well as set new benchmarks crucial for effective social media strategies.
Facebook recently introduced the ability for brands to increase reach for important posts and updates, but that reach comes at a cost. The prices varies depending on how many fans you have in your community. This new feature coincided with changes to the company’s Edgerank algorithm, which is how Facebook automagically filters posts in and out of your stream. Similar to how Google’s PageRank sorts results to better match your search intention, Facebook uses Edgerank to ensure that engagement is optimized and spam is minimized.
Following these events, many marketers and business executives have claimed a sharp decrease in unpaid post reach. Naturally, accusations of greed and corruption were hurled at Facebook as marketers believed that Facebook’s sole motive for this update was to force brands into a paid position to guarantee reach.
The controversy hit new heights when billionaire Dallas Mavericks owner Mark Cuban launched an offensive charging Facebook with a shakedown and thus threatening to move all of his community efforts to other social networks.
“FB is blowing it!” Cuban howled in a Tweet. He continued with a warning Facebook, one that he’s pursuing, “This is the first step. The Mavs are considering moving to Tumblr or the new Myspace as [sic] primary site.” He shared a telling screenshot in his Tweet of the Mavericks’s Facebook page showing a cost of $3,000 to reach one million of the team’s 2.3 million fans. If you do the math however, you’ll see the potential PPM of that equation is more than reasonable at $0.003 per person. Unfortunately, many experts missed this point.
How do you define engagement? Engagement symbolizes the touches that occur in various moments of truth. Touch points open and close whether a customer stands on the stage of awareness, consideration, purchase, or post purchase. It is in those moments that engagement, regardless of source or shape, affects the next steps and impressions of customers.
Engagement Rate: Calculated as the average number of likes, comments and shares per post on a given day, divided by the total number of Fans for the page. It reflects the percentage of your Fan base that interacts on average with your post.
Response Time: The average time that it takes for the company to respond to user wall posts.
Response Rate: The percentage of user wall posts that get responded to by the company.
Eloqua has teamed up with infographic design firm JESS3 again to create Modern Marketing Insights, a series of 40 infographics using big data analysis that can help marketers anywhere:
Did you know that dynamic content can improve conversions by 50%? Or that emails sent on a Saturday get the highest number of click-throughs? Were you aware that when influencers share your content on social it can result in a dramatic increase in traffic and conversions?
That’s why we produce a chart every week that modern marketers can easily learn from and use. And it’s why we’ve gone back with our friends at JESS3 to reproduce the most indispensable data points, coming up with 40 understandable, actionable charts. Wide-ranging in scope, the charts hit the most important topics hitting marketers today – from social media to email.
With that in mind, we offer the charts in two forms. You can head over to the custom-made website and explore the charts by topic, getting to the data that matters most to you. Or you can download all 40 charts in a free eBook. It’s well worth keeping near your desk.
When it comes to devices, kids’ holiday wish lists are simple this year. The most-wanted gifts are predominantly from one company—Apple. According to a recent Nielsen study, Apple’s popularity leading up to the holiday season continues a trend seen over the last couple of years, with American kids aged 6-12 generally more interested in the latest iOS offerings than other consumer electronics and gaming devices.
Approximately half the children surveyed expressed interest in the full-sized iPad (up from 44% last year), and 36 percent in the new iPad Mini. The iPod Touch and iPhone are also coveted devices among these young consumers (36% and 33%, respectively). Kids are also likely to ask for dedicated gaming hardware this holiday, with 39 percent excited to own Nintendo’s just-released console offering, Wii U, and 29 percent indicating they want a device from that company’s portable DS family. Microsoft’s Xbox 360 and Sony’s PlayStation 3 also proved appealing, with approximately one-quarter of kids 6-12 saying they want these high definition consoles.
Regardless of a company’s earlier success, thriving in the new mobile app economy depends on engagement and retention. After acquiring users, the real battle to keep and ultimately monetize consumers begins. In the brave new world of “mobile first,” engagement is the new battleground.
This research is a redux to one of Flurry’s most popular reports, entitled Mobile Apps: Money, Models and Loyalty. Released three years ago, the initial report organized app category usage into a loyalty matrix. We do the same again now, while also acknowledging that a lot has changed in the app economy since then. To start, there is an order of magnitude more available apps in the App Store, now brimming with over 700,000 app choices for consumers. We are three generations beyond the then-new iPhone 3GS. We have since met the iPad, and perhaps tomorrow will meet the iPad Mini.
Combined, smart devices – iOS and Android smartphones and tablets – are the fastest adopted technology in history; adopted faster than electricity, televisions, microwaves, personal computers, cell phones, the Internet, dishwashers, stoves, and a whole lot more. Last month, Mark Zuckerberg, CEO of Facebook – the number two most visited website on the web – declared “we are now a mobile company” explaining that “you just could do so much better by doing native [application] work” versus using languages like HTML5 on top of browsers. Each month, approximately 600 million of Facebook’s 1 billion monthly active users already accesses Facebook via mobile.
Let’s face it, we love being entertained in the comfort of our own homes whether it’s watching funny cat videos online, streaming the NFL live, watching the MLB playoffs, or viewing our favorite television shows. Although we have had more control over when we watch TV with the introduction of the Digital Video Recorder (DVR) and plenty of shows now available to view online, social media and mobile technology are changing the way we watch shows. Interaction with our favorite shows or with what we see on television is making the passive couch potato a thing of the past.
What is the secret of bars? Why do we happily pay four times as much for beer in a bar as in a store? We pay this brand premium to be with friends. The secret of bars is that they convert our quality time into cash. Like bars, social media are places where friends meet. The best social media programs also convert the consumer’s social time into a brand premium, reaching a return on investment (ROI) up to four times as high as the ROI of a TV commercial.