Social Media Interactions are Changing – Here’s Why That’s Important

In a recent post, marketing expert Mark Schaefer highlighted an important trend which is probably getting far less coverage than it should.

Source: https://www.socialmediatoday.com/news/social-media-interactions-are-changing-heres-why-thats-important/513658/

Schaefer actually took it a step further than that:

“I think this graph represents one of the most significant trends in the recent history of marketing … and yet there is relatively little conversation about it. Social interaction is migrating away from the public view into private spaces.”

Social Media Interactions are Changing - Here's Why That's Important | Social Media Today

No doubt you’re at least somewhat aware of this – both Facebook Messenger and WhatsApp now have 1.3 billion users each, and both, as the chart shows, are seeing massive growth in comparison to your usual social platforms.

As social networking, as a concept, has expanded, so too have the risks and concerns with public posting. The data suggests that people are becoming more wary, more inclined to converse in smaller groups, as opposed to broadcasting everything. While the capacity to share with everyone is great, most conversations are probably better within a more refined group of friends and connections.

Even the social networks themselves have acknowledged this, and have moved to offer tools which cater to such usage – Facebook, for example, has put a bigger emphasis on groups this year, aligning with the trend towards more specific discussions, as opposed to the ‘public square’ approach.

But they’re actually going even further than that – Instagram’s been testing out a new ‘Lists’ feature which enables users to share posts and Stories with selected groups of friends only, creating a level of exclusivity and intimacy via their personal lists within the app.

Social Media Interactions are Changing - Here's Why That's Important

Instagram’s also considering splitting messages into its own separate app, further separating the public and private elements – they would only be seeking to do so if they saw a clear usage trend moving in this direction.

Facebook too is working on its own private sharing – or limited sharing – tools.

The shift is important to note, because it’s a different way of using social networks, requiring a different approach to connect with users. The main brand solution offered on this front thus far would be Messenger Bots, enabling simple, one-to-one communication, without the need for dedicated staff labor – but bots haven’t seen wide take-up as yet.

So what else should businesses do – what approach should they be taking to ensure they’re moving in line with audience trends and tapping into this new shift?

Creating more private, intimate brand connection is hard, and can easily veer into intrusive territory, but the broader impetus appears to highlight a need for more focus on brand communities, on building groups and participating in relevant conversations to help enhance your business standing, and give you a way into that more direct communication.

Content would be a key step, highlighting your expertize and willingness to provide valuable, relevant advice, but responsiveness is also critical – and that does require a dedicated human touch.

Advertisements

Exclusive Telco Research Identifies a Clear Switching Process and Social Media Recommendations (Socialyse (Havas) & Twitter)

Paris – Exclusive research from Socialyse (Havas Group’s social media solution) shows that 63% of “switchers”i will change their mobile device, and 23% will change their device and carrier. The study identifies a clear switching process including four key phases –Information Gathering, Active Research, Decision Making and Deal Hunting. It also demonstrates the important role of social media: 25% will turn to Twitter to inform their decision, and Twitter ranks among the Top 5 point of contacts for research.

Socialyse Global Managing Director Séverin Naudet comments: “The mobile phone industry is extremely dynamic. With total worldwide mobile phone shipments of just under 2 billion units, the mobile phone industry will grow by over 10% this yearii. We’ve been working closely with global telco companies, and this study really demonstrates not only how social is a powerful business solution, but how Twitter, in particular, can influence and impact the purchase decision. Social brings ROI to advertisers.”

Telco Infographic_07112016

Key Consumer Insights about Switching

The research provides keen insights into consumer attitudes and behaviors regarding switching their mobile devices and carriers:

  •   There are 3 key consumer motivations for a switch: improving current equipment, ie device and/or price; urgent needs like breakage or theft; and rewarding customer outreach at contract end-date. There were some differences by region: a higher level of motivation related to contracts in Europe and a higher level of motivation to change devices, plans or carriers in Latin America.
  •   For devices, the Top 5 criteria for a switch were (in order): Price, Technical Characteristics, Operating System, Camera Quality and Brand.
  •   For carriers, the Top 5 criteria for a switch were (in order): Network Coverage, Network Quality, Price, Internet Speed and Included Services.
  •   Despite being confused at first, most people feel positively about the change.
  •   Twitter users stay informed with news and deals available on the market, are more likely to be both experts and influencers for others seeking new devices or carriers, and are more at ease with switching.
  •   78% make their decision to switch in 1 month or less.Bruce Daisley, VP of Europe at Twitter, says: “Twitter plays a daily role in the lives of our users, and this research highlights how useful it can be in helping people across Europe make informed decisions about the telecom brands they turn to and the mobile products they buy. There are important lessons here for these brands and the industry. We found similarities in how people  approach switching from London, to Berlin, Madrid and Paris. And what’s fascinating is that Twitter can help make the process more positive. That says a lot about the platform.”

    Using Twitter to Influence Switching

    In addition to the consumer insights, the study also delivers clear recommendations on how to activate Twitter for telcos:

    •   With 25% of all respondents turning to Twitter to inform their choice of smartphone or carrier, use an everyday Twitter strategy and targeted messaging to reach users at the right time and right place.
    •   As a key touchpoint at each phase, tailor Twitter targeting to reach consumers at each distinct step in the Telco switching process: Information Gathering, Active Research, Decision Making and Deal Hunting.
    •   Consider influencer partnerships with Niche to combine the benefits of impartiality and trust with the existing power of utility and information that brands’ tweets have to drive purchase.
    •   Twitter is most impactful in the stages leading to a final decision in the switching journey. Combine an everyday strategy with TVxTwitter to drive campaign success.
    •   Twitter users tend to be more influential among their peer groups as layman experts in the telco field; Connect with and cultivate brand advocates on Twitter to grow a valuable base of earned brand coverage through outreach & advocacy.
    •   Seed promotions one month prior to the launch of a new device/plan to align with the average consumer switching cycle of 30 days.

      Methodology

      Research institute CSA contacted smartphone users aged 18-50 who have or will change their mobile device and/or plan in the past/next 3 months, across the UK, France, Germany, Spain, Brazil and Mexico. The study included two phases: 1) a qualitative analysis including focus groups and one-on- one interviews, and 2) an in-depth qualitative online survey.

     

    About Socialyse

    Launched in 2013, Socialyse is the social media solution of Havas Group. Socialyse provides a unique integrated and synchronized social media offer, including strategy, content, media and analytics. Innovative tools include the Social Rating Point and the powerful Socialyse Newsroom. With specialized talent and best-in-class technology, Socialyse guarantees both performance and prices. With over 720 social media experts based in 38 local offices and operating in 80 countries, Socialyse combines the agility of a startup and the strength of a powerful global network.

    Contact

    Robert Fridovich
    Tel +33 146933715
    Mob +33 632063816 robert.fridovich@havasmg.com

Social Plateform – Active Users Growth (US 2014) – Facebook: -9%, Linkedin: +38%, Instagram: +47%, Twitter: +7%

People were actually using Facebook less last year.

Facebook was the only major social network to experience a drop in active usage in 2014, falling by nine per cent compared to the previous year.

However, it is still by far the most popular social network outside of China, according to researchers from Global Web Index, with 81 per cent of internet users claiming to be members of the site.

Facebook’s decline, measured in the rate of people actively using the site per month over the year, was most marked in Asia, with native sites like WeChat and Qzone dominating.

Pinterest and Tumblr experienced huge growth in 2014, with a surge of 97 per cent and 95 per cent respectively, while usage at Instagram and LinkedIn went up by 47 per cent and 38 per cent respectively.

Snapchat was the fastest growing app in 2014 with a 57 per cent increase on 2013 figures.

YouTube was visited by 82 per cent of internet users between the ages of 16 and 64, which puts it ahead of Facebook, which was ‘only’ visited by 73 per cent of active users.

Social Networking Accounts for (at Least) 28% of all Media Time Spent Online [STUDY] – AllTwitter

Social Networking Accounts for (at Least) 28% of all Media Time Spent Online [STUDY] – AllTwitter.

Social Networking Accounts for (at Least) 28% of all Media Time Spent Online [STUDY]

Internet users now spend a daily average of 6.09 hours on online media, and more than one full quarter of all that time that is used by social networking on platforms such as Facebook, Twitter, Snapchat and Instagram, reveals a new study.

GlobalWebIndex surveyed internet users aged 16-64 and found that 28 percent of all time spent online is consumed by social media, which equates to about 1.69 hours each and every day.

Now, here’s where the study gets interesting, and somewhat confusing – the second most popular online activity in the poll is micro-blogging, which takes up 13 percent of our time.

Micro-blogging? That’s Twitter, right? Which means for the purposes of this study, then (a) Twitterisn’t a social network, but (b) it’s still massively important as a source of time suckage. Especially as reading/writing blogs only uses up 9 percent of our time (and blog posts can take ages to write… and read).

Check the visual below for more detail.

Social Networking Accounts for (at Least) 28% of all Media Time Spent Online [STUDY]

Sociallymap – Votre eco-système Social automatisé

Sociallymap vous permet d’automatiser votre présence sur les réseaux sociaux et donc de gagner en efficacité, en visibilité et en temps.

Sociallymap vous permets de gagner du temps en automatisant de manière qualitative les tâches à plus faible valeur ajoutée. Vous pouvez ainsi vous concentrer sur les tâches à forte valeur ajoutée.

http://www.sociallymap.com

LinkedIn’s Connected app wants to take the work out of networking | ZDNet

LinkedIn’s Connected app wants to take the work out of networking | ZDNet.

Summary: LinkedIn suggests its latest mobile app could almost serve as a digital coffee shop (or at least a watercooler).

Following up the sixth addition to its expanding mobile app suite a few weeks ago, LinkedIn doesn’t appear to be taking a break this summer.

The professional social network is rolling out its new Connectedapp, which focuses on existing relationships (or connections) on LinkedIn versus discovery and organization.

LinkedIn's Connected app wants to take the work out of networking | ZDNet

David Brubacher, head of Relationships Products at LinkedIn, suggested in a blog post that the app could almost serve as a digital coffee shop — or at least a watercooler.

“We know relationships matter to you because in an average week there are more than nine million comments, likes and congratulations posted across LinkedIn for updates like job changes, birthdays, being mentioned in the news and work anniversaries,” Brubacher remarked.

Thus, the app is designed to provide news feed-like updates about people within a user’s network, which in turn should keep the user more actively engaged with the entire LinkedIn platform as well.

Brubacher hinted at “some pretty incredible dividends” that could be realized just by dropping quick notes on contacts’ birthdays and work anniversaries to keep those relationships working without much work involved.

LinkedIn's Connected app wants to take the work out of networking | ZDNet

The concept is not that hard to grasp for Facebook users, many of whom likely depend on their social network life line to keep track of milestones and even everyday events pertaining to close friends and acquaintances alike.

LinkedIn is so confident in the new Connected app that it is promising members who use the app could see their profile views jump by as much as six times over.

Available now, LinkedIn Connected is initially launching on the iPhone in English. A LinkedIn spokesperson said “Android and other languages are on the roadmap.”

Image via LinkedIn

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.”