90% des PME aux états-unis sont présentent sur au moins un réseau social

TPE et médias sociaux : en voie d’acquisition.

Quoique globalement conscientes des enjeux d’une présence sur tous les canaux du Web, les TPE américaines sont nombreuses à ne pas avoir encore réellement intégré les médias sociaux dans leur stratégie.

C’est l’un des principaux enseignements d’une étude menée entre mars et mai 2014 par Endurance International Group. Le fournisseur de solutions cloud pour la présence Web des TPE-PME a compilé les témoignages de 596 dirigeants de petites entreprises via un questionnaire en ligne.

Quand bien même son périmètre est limité aux Etats-Unis, l’enquête fournit de nombreux indicateurs applicables au modèle européen. Notamment en termes de présence à proprement parler : 90% des TPE sondées sont inscrites sur au moins un réseau social. 87% sont actives sur Facebook ; 53% sur Twitter ; 50% sur LinkedIn (contre 7% sur Viadeo) ; 36% sur Google+. Elles sont aussi de plus en plus nombreuses à miser sur la communication par l’image : 2% exploitent le service de mini-vidéos Vine ; 15% se servent d’Instagram pour le partage de photos ; 20% sont présentes sur Pinterest… et 36% sur YouTube. A noter la faible adoption de Foursquare (4%).

Mais la plupart des dirigeants interrogés (71%) reconnaissent ne pas avoir établi de stratégie ad hoc. Si huit sur dix prennent personnellement en charge l’administration des différents comptes sur les médias sociaux, plusieurs employés sont sollicités dans 8% des cas. Et seules 6% des TPE ont désigné un community manager.

L’usage le plus courant consiste à relayer les actualités de la société. Dans 39% des cas, cette pratique est même « fréquente ». Mais elle ne se prolonge pas toujours par une interaction avec le client : 44% des répondants admettent ne répondre que rarement aux questions qui leurs sont posées via Facebook, Twitter et consorts. 24% affirment même ne pas prendre en compte ce que leur communiquent les abonnés à leurs différentes pages.

Faute de notions en matière de e-réputation, les personnes chargées de la communication sur les médias sociaux manquent généralement d’assiduité (36% ne postent que lorsqu’elles ont suffisamment de temps). Par ailleurs, elles agissent souvent sans plan défini : pas de différenciation entre les franges d’audience (46% postent le même message sur tous leurs réseaux sociaux), aucun travail particulier sur l’image de marque de la société (seuls 19% des dirigeants la suivent au jour le jour)…

De même, seules 30% des TPE exploitent les médias sociaux pour lancer des offres spéciales (41% le font « rarement »). L’engagement des abonnés n’est d’ailleurs une priorité que pour 24% d’entre elles. Plus de la moitié cherchent néanmoins à introduire une dimension de curation dans leur communication, en republiant des contenus d’intérêt général sans lien direct avec leur business.

A noter que s’il ne devait rester qu’un seul média social, 56% des TPE opteraient pour Facebook, contre 16% pour LinkedIn, 8% pour Google+, 7% pour Twitter et 4% pour YouTube.

Facebook Trending World Cup Hub : la coupe du monde s’installe sur Facebook

Facebook Trending World Cup Hub : la coupe du monde s’installe sur Facebook.

La coupe du monde terminera le 13 juillet et d’ici là Facebook vous permettra de ne rien manquer. Non ce n’est pas une énième compilation des résultats et des résumés des matchs, Facebook centralise via cette adresse : https://www.facebook.com/worldcuptoutes les dernières news concernant le mondial. Que ce soit l’équipe de France tapant un Selfie pendant un FIFA 2014, les réactions de supporters, les dernières informations croustillantes concernant le joueur espagnol  Pique et la « muy caliente » Shakira, tout est réuni sur une seule même page! Un dispositif plutôt bien fait et complet regroupant tout ce qui touche de près ou de loin à ce grand événement sportif.

Les caractéristiques de ce dispositif :

Les scores et les temps forts des matchs :

Un feed avec les messages en temps réel de vos amis, ainsi que des joueurs de vos équipes préférées :

Une carte interactive affichant où se trouvent les fans des meilleurs joueurs mondiaux. La carte évoluant en fonction des posts, des likes sur les fans pages… :

Et tout ce qui a rapport de près ou de loin avec la coupe du monde et qui buzz sur Facebook. Comme les chiens de célébrités :

Le mobile n’est pas en reste puisque via l’application pour Smartphone il suffira de cliquer sur l’icône Smiley pour indiquer le match que l’on regarde. Lors de la rédaction d’un statut il suffira de cliquer sur cette icône puis de sélectionner l’onglet « watching » représenté par un ballon de football. Toi aussi tu peux devenir le nouveau Jean-Michel Larquet de ta timeline !

Pour terminé, Facebook s’est fait plaisir en s’autoproclamant arbitre de la Coupe du Monde. Arbitre WTF des arbitres de cette coupe du monde. Au vu du match  d’hier cet arbitre est plus WTF qu’arbitre des arbitres… Un petit plaisir que s’est fait Facebook avec un ton décalé. A découvrir sur cette page : https://www.facebook.com/FacebookRef

Que vous aimez le foot, ou que vous n’aimiez pas, vous n’y louperez pas. Et ce ne sont pas les réseaux sociaux qui vous aideront à faire l’impasse dessus. Alors deux solutions, ou on se met au diapason et on en profite pour faire la fête même si on ne connaît que 3 joueurs de l’équipe de France, ou on hiberne mais sans pouvoir geeker… Le temps sera long. Happy World Cup!

UK: Social media is set to be the advertising winner at the Brazil World Cup | Media | The Guardian

Social media is set to be the advertising winner at the Brazil World Cup | Media | The Guardian.

 

Dani Alves
Dani Alves, along with Leo Messi and Luis Suárez star in Adidas’s advert, called Leo Messi’s World Cup Dream.

With the World Cup kick-off in Brazil just days away, broadcasters are making final preparations for the quadrennial, global TV sports jamboree, but in an increasingly mobile and social world the marketing battle is going digital.

Traditional media sectors including TV and radio are predicted to enjoy their usual advertising revenue bounce. However, the real winner, if not yet in overall revenue then certainly in terms of where marketing resources and effort are being directed, is social media such as Twitter, YouTube and Facebook.

Adidas has launched its biggest ever campaign to support its sponsorship of the World Cup and tellingly has opted to spend more on digital marketing than TV ads. For the 2010 World Cup just 20% of marketing spend was digital. “It’s not about a need to do ‘the big TV ad’,” says Tom Ramsden, global brand marketing director for Adidas football. “This will undoubtedly be the most social World Cup ever and probably the most social event in history.”

The importance, and power, of a social media strategy is underlined by Twitter which says there have already been more posts about the World Cup before a ball has been kicked in Brazil than for the entire tournament in 2010. “The 2010 World Cup was the largest period of sustained activity for any event in Twitter’s history,” says Lewis Wiltshire, the head of Twitter’s global World Cup effort. “In early March we had already passed the total number of tweets generated around that tournament, so Brazil is huge.”

Like all major sponsors Adidas has launched a global TV campaign, fronted by Lionel Messi, but the tag line of “all in” aims to push consumers to engage on social media platforms including Twitter. “Social media allows us to tell more stories than a 30- or 60-second TV spot may typically afford,” says Ramsden.

Sponsors are eager to piggyback on the new-found power of their stars on Twitter. Ronaldo, part of Nike’s World Cup push, is the world’s most popular sportsman on Twitter with 26.5 million followers. When he tweeted Nike’s second World Cup ad, released on its YouTube page, it caused a surge in views that topped 70m in days. Nike eventually turned to TV to run a shorter version of the ad.

The combination of live TV and Twitter is proving to be an irresistible combination, with research from Nielsen showing that 60% of UK users tweet while viewing. “The consumption of TV remains huge, especially when you add social media as a supporting cast,” says Ramsden.

There could be as much as $2.3bn spent on World Cup TV advertising globally, according to tentative estimates by media buying agency network Group M. But it is very difficult to identify any real increase in overall TV ad spend, due to factors such as whether advertisers then cut back in other periods, and other brands pulling their marketing in the cluttered airtime during the tournament.

Nielsen estimates that World Cup sponsors spent £20.8m on TV advertising in the UK – which pretty much means ITV, as the holder of the commercial TV rights – in the runup to and during the 2010 World Cup.

ITV is on track to make £70m more in TV advertising between April and July this year than last year, and could charge as much as £300,000 for coveted slots in England games. But analysis shows that rivals have also seen the same proportionate uplift in TV ad spend in the same months, bar June. This indicates that ITV is not seeing a huge rise in pure World Cup TV ad spend, only perhaps a boost of the order of £20m-plus.

In June ITV’s total ad spend will be up about 16%, and in peak time the main channel will be up more than 21%, with the rest of the market lagging at about 5% up year-on-year. “June is the only month there is a major difference for ITV,” says Chris Locke, UK trading director at media buying agency Starcom MediaVest. “There is a lot of money there, ITV is a market within the market. The World Cup is X Factor in a different dress really.”

Radio is booming with TalkSport, the commercial rights holder for the World Cup, predicting revenues will be up 45% in the second quarter. The outdoor advertising market – from billboards to posters, bus sides and London Underground ads – is also expected to benefit this summer.

But it is not good news for the press, with figures from 1 April to 5 June showing that there has been no World Cup runup boost, with ad spend down 5.4% year on year. “We see a lot of energy put [by newspapers] into pitching World Cup supplements to advertisers that appear to be struggling,” says one media agency press buyer. “The timing of many of the games is also worrisome in terms of up-to-date copy for ads to run next to. [Morning freesheet] Metro, for example, struggles with evening kick-offs.”

However, the single biggest factor in determing whether the World Cup is an advertising bonanza or a damp squib is completely out of the hands of brands and media owners alike. “Crunch time is July when the knock-out stages begin,” says one senior TV executive. “It cannot be overestimated how much of an impact on everyone’s coffers England’s performance has. Expectations are muted, but you just never know.”

IAB Europe Research Awards Winners 2014: Havas Media Brussels Social Rating Point (SRP) in Social Media Category

Research Awards Winners 2014.

In 2014, the jury evaluated 140 cases from 13 European countries.

The 2014 winners for the 8 categories are:

BRANDING

// WINNER

Bundesverband Digitale Wirtschaft (BVDW) e.V.
The power of creation

// HIGHLY COMMENDED

Sticky
Google and Samsung uses Sticky to verify impact of tablet


AD EFFECTIVENESS

// WINNER

Yahoo! France
Yahoo Consumer Connect & Coca Cola: Proving digital advertising’s impact on offline sales


CONSUMER ATTITUDES AND BEHAVIOR

// WINNER

Microsoft
UK Families Research. A study from Microsoft and Sparkler.

// HIGHLY COMMENDED

Yahoo! UK
Mediasenses


MOBILE INTERNET

// WINNER

Yahoo! UK
Mediasenses


SOCIAL MEDIA

// WINNER

Havas Media Brussels
SRP Study by Havas Media Brussels The perfect match between TV & Social Media


MULTI-SCREEN

// WINNER

IAB UK
IAB RealView – how consumers use connected devices & what advertisers can learn from this


AUDIENCE MEASUREMENT

// WINNER

comScore
Determining Publisher’s Global Multi-Platform Audience


BEST USE OF RESEARCH BUDGET

// WINNER

Facebook and Vizeum UK
Measuring advertising’s impact on store traffic using mobile geolocation data

// HIGHLY COMMENDED

IAB Poland
Privacy in network

Qui domine le trafic social en 2014: Pinterest en deuxième position avec 7% du trafic | Viuz

Etude : Qui domine le trafic social en 2014 ? | Viuz.

Alors que plusieurs études constatent le déclin du « Reach organique sur Facebook », une étude publiée par Shareaholic et réalisée sur 400.000 sites web dans le monde et plus de 300 millions d’utilisateurs consacre la domination persistante de Facebook et reflète les nouveaux changements affectant le partage social :

Facebook domine toujours le trafic social

Facebook arrive toujours largement en tête du classement des réseaux sociaux en termes de trafic généré. Le réseau social s’arroge 21,25% du trafic social généré sur les sites étudiés en hausse de 37,65% depuis décembre 2013.

Forte progression de Pinterest

Pinterest se classe désormais en deuxième position en terme de trafic social avec 7,10% du trafic issu des réseaux sociaux. Une progression de 48,1% depuis décembre 2013.

Twitter en troisième position

Twitter arrive en troisième position du classement à 1,14% de trafic généré en progression de 0,02% sur trois mois.

Autres enseignements marquants de l’étude, aucun autre réseau social de dépasse les 1% de trafic. Shareaholic constate cependant une forte progression de Google + de 53,18% en trois mois même si le réseau social demeure à un niveau relativement faible avec 0,08 du trafic social généré.

L’étude rapporte enfin une forte baisse de trafic sur YouTube -53,88% de trafic en trois mois à 0,09% et Linkedin -20,77% à 0,04% de trafic social généré.


En savoir plus sur http://www.viuz.com/2014/04/23/etude-qui-domine-le-trafic-social-en-2014/#e73RQXlU6aYX0P16.99

Programmatic & Native: How Content & Data-Driven Marketing Can Co-Exist

Programmatic & Native: How Content & Data-Driven Marketing Can Co-Exist.

Advertising is always most effective when it is well integrated into the customer experience. Over this past year, programmatic buying and native advertising (both popular buzzwords in our industry) have taken two very different approaches in enabling marketers to create engaging and relevant experiences for their audiences — one by using data, and the other by masquerading as content.

However, regardless of the channel or advertising strategy, the overall brand goal generally remains the same: to reach audiences, evoke brand experiences and, essentially, sell more products. The better the experience, the greater the chances are that you will meet your brand goals. However, none of this is possible without scale.

Even with roughly 73% of publishers offering native advertising across their sites, advertisers are more likely to buy their audience via real-time bidding (RTB), no matter what site their audiences are on, vs. buying from a particular publisher.

Native Advertising

Native advertising can be done one of two ways: either with custom advertising, which encompasses custom units within a publisher’s site, or integrated ads, which can come in the form of sponsored tweets and/or other types of ads strategically worked into the publisher’s content.

Citi Bike is a great example because it is both custom and integrated, which is the nirvana of native advertising.

nytimes-scoop-citi-bike

Programmatic & Real Time Buying

On the other side of the fence lie programmatic and real time buying (RTB), which offer a scalable solution for marketers based on data and which make custom advertising seriously challenging.

If you only know who your ad is reaching, and don’t know exactly where the user is seeing the ad (i.e., because you are buying media via ad exchanges), then it becomes very difficult to customize the experience on a site-by-site basis. The technology used to enable this kind of customization is not on anyone’s deployment horizon.

Integrating Programmatic & Native

shutterstock_168043193-native-programmatic

Even integrated advertising is difficult to implement, as it requires different types of creative for different opportunities. What native advertising needs to succeed is an oxymoron: custom integrated advertising that is standardized for scale.

In practice, this means that if you have a huge audience (think Google, Facebook, Twitter, etc.) then you can achieve the oxymoron because your custom advertising has a greater opportunity to reach your audience (i.e., larger percentage of the total available population). The only other plausible option is to develop a standard ad unit that can seamlessly incorporate into content so that it can integrate across enough publishers to scale.

Where programmatic and native are most likely to intersect is through programmatic premium, where publishers and marketers may be able to combine each of their strengths, instead of separating the two, and offer high quality content, enhanced relevancy and unobtrusive advertisements at scale.

Just in the last few months, we’ve seen announcements from ad tech companies (OpenX, Nativo, TripleLift) that offer products and technologies aimed at bringing together native and programmatic. Similarly, one of the first agency trading desks, Vivaki, has introduced “Audience on Demand Native,” which focuses on buying native ads in a more efficient and scalable way.

On the publisher front, if you haven’t incorporated programmatic into your inventory, you are already behind. Time Inc. recently announced expanding its private ad exchange, while Forbes CRO Mark Howard shared that programmatic buying and native advertising from BrandVoice will be key growth areas.

Other large publishers that have claimed to make changes include The Washington Post and Meredith, both of which have hired specific executives to lead programmatic efforts.

There is evidence that premium publishers are starting to place a larger emphasis on programmatic buying, which will begin to bridge that gap between custom units, such as native advertising, and and real-time, data-driven advertising. Even though these two trends can co-exist, I do think it will be some time before native takes on the characteristics of programmatic buying.

Programmatic Vs. Native

While some may argue that programmatic represents a better strategy for marketers to understand and engage their target audiences, others favor more content-related marketing approaches such as native advertising.

The answer is that there should be room and budget for both. Whichever strategy you choose, you should make sure to leverage data and ad targeting alongside any custom advertising strategy or you may find your brand lacking scale, and therefore, not reaching audiences and selling enough products.

Social TV encourages CTR in Italy: News from warc.com

Social TV encourages CTR in Italy: News from warc.com.

21 April 2014 
ROME: Although Italy lags behind the UK and Scandinavian countries in terms of smartphone user penetration, recent research suggests a significant proportion of Italians use their devices to visit social networks while watching TV and to view ads.

According to analysis from eMarketer, based on a study conducted by comScore MobiLens in March 2014, almost half (46.3%) of smartphone users in Italy who use their device for any TV-related activity also access social networks.

With smartphone penetration in Italy estimated to account for 41.8% of the population in 2014, or 25.8m people, this means that more than 12m users are likely to visit social networks while watching TV this year.

Furthermore, a high proportion then go on to click through to ads if prompted by a TV programme to visit social networks.

Under these circumstances, if prompted, more than half (54%) say they then click on an ad – an impressive click-through rate (CTR) because it equates to 6m people.

Other social networking activities performed by smartphone users in Italy include reading posts from organisations, brands or events, which 69.4% of those prompted by a TV programme to visit a social network take part in.

Over two-thirds (71.5%) say they follow a posted link to a website, 65.2% read posts from public figures and celebrities while almost exactly half (50.2%) receive coupons and discount offers.

Smartphone penetration is also forecast to rise in Italy, as in every other Western European country, over the next three years although Italy is still expected to remain below the regional average.

By 2017, eMarketer expects 57.8% of Italians to own at least one smartphone compared to a Western European average of 65.1%, which will include rates of 65.8% in the UK, 79.3% in the Netherlands and as much as 83.2% in Denmark. 

Data sourced from eMarketer; additional content by Warc staff