platforms

drag2share: Social Media Demographics: The Surprising Identity Of Each Major Social Network

source: http://feedproxy.google.com/~r/businessinsider/~3/EM4i6JLlHt4/a-primer-on-social-media-demographics-2013-9

BII social income bracketEach social media platform has cultivated a unique identity thanks to the demographics of the people who participate in the network. Some platforms are preferred by young adults, who are most active in the evening, others by high-income professionals, who are posting throughout the workday.

We explained in a recent report why many brands and businesses need platform-focused social media strategies, rather than a diluted strategy that aims to be everywhere at once.

In a new report from BI Intelligence, we break down the demographics of each major social media platform to help brands and businesses decide which networks they should prioritize. Being able to identify the demographics of social media audiences at a granular level is the basis for all targeted marketing and messaging. The report also spotlights the opportunities that lie ahead for each social network, how demographics affect usage patterns, and why some platforms are better for brands than others.

Access the Full Report By Signing Up For A Free Trial Today > > !

Here are some of our surprising findings:

  • Facebook still skews young, but the 45- to 54-year-old age bracket has seen 45% growth since year-end 2012. Among U.S. Internet users, 73% with incomes above $75,000 are on Facebook (compared to 17% who are on Twitter). Eight-six percent of Facebook’s users are outside the U.S.
  • Instagram: Sixty-eight percent of Instagram’s users are women.
  • Twitter has a surprisingly young user population for a large social network — 27% of 18 to 29-year-olds in the U.S. use Twitter, compared to only 16% of people in their thirties and forties.
  • LinkedIn is international and skews toward male users.
  • Google+ is the most male-oriented of the major social networks. It’s 70% male.
  • Pinterest is dominated by tablet users. And, according to Nielsen data, 84% of U.S. Pinterest users are women.
  • Tumblr is strong with teens and young adults interested in self-expression, but only 8% of U.S. Internet users with incomes above $75,000 use Tumblr.


drag2share – drag and drop RSS news items on your email contacts to share (click SEE DEMO)

Tags: , , , , , , , , , , , , , , , , ,

Monday, September 23rd, 2013 news No Comments

drag2share: Choosing A Network-Specific Social Media Content Strategy

source: http://feedproxy.google.com/~r/businessinsider/~3/NqNYpHUD2Aw/platform-specific-social-media-marketing-2013-9

BII_Social_BrandAdoptionToo many brands and businesses still try a scattershot approach at social media. They try to be everywhere and spread their efforts too thin.

They also apply a one-size-fits-all approach. Whether it’s in-house or external social media marketing teams, they craft campaigns around a single communication style and a rigid set of formats — and expect them to drive the same results across platforms.

Particularly for smaller or niche players — or really, anyone on a constrained budget — it makes more sense to double-down on a single platform, learn its idiosyncrasies, and become an expert at cultivating its audience base.

In a new report from BI Intelligence, Business Insider’s paid research service, we dig into the reasons why platform-centric approaches make more sense, and explore how to make them work. Here are the benefits:

  1. Social media budgets become more manageable. Your organization will no lon! ger leak dollars with a half-hearted attempt to be, and post everywhere.
  2. Brands and businesses will gain a more authentic voice. It’s difficult to develop a genuine, humanized voice on every platform. Attention to a single network will help brands cultivate a more persuasive personality.
  3. Become more efficient. Many companies on social media see a great deal of success on one platform, but still grind away at others. Why not focus resources on where your engagement is deepest?
  4. Improve your chances at earned media and viral success. These grow out of a deep understanding of a social network’s idiosyncrasies, not by throwing everything at the wall to see what sticks.
  5. Develop a knack for avoiding social media gaffes and bloopers. Many of the social media foot-in-mouth moments of recent years grow out of a lack of comprehension for what makes each network tick.
  6. Users have developed sophisticated network-specific cultures. They can spot a poser from a mile a way.
  7. Creative freedom: This may sound counter-intuitive, since choosing to focus energies on a single platform would seem to close off options. But focus actually opens up opportunities. Ideas come more easily once a single primary platform is chosen.
  8. Avoid top-down strategies that try to fit round pegs into square holes. Ideas for posts and campaigns will be driven by a more bottom-up thought process. And not by the nebulous question, “What’s our social media strategy?”
  9. Drive better recruiting and contracting decisions. If a single platform is prioritized, the search for social media talent becomes clearer. Different kinds of expertise are required for each network.
  10. Finally, a deliberate platform-centric approach allows for more straightforward testing and tracking of results. If one platform focus doesn’t work, another emphasis can be tried. But data will be cleaner and priorities will be easier to rearrange.


drag2share – drag and drop RSS news items on your email contacts to share (click SEE DEMO)

Tags: , , , , , , , , , , , , , , ,

Wednesday, September 18th, 2013 news No Comments

ROI Rankings: Facebook Deemed More Important Than Twitter and LinkedIn, Less Than Google

source: http://www.marketingcharts.com/wp/interactive/roi-rankings-facebook-deemed-more-important-than-twitter-and-linkedin-less-than-google-36695/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

Advertisement

After Facebook, Twitter (average rating of 3.04) was deemed the next-most important for ROI, followed by LinkedIn (3.38), Yahoo (4.23), and AOL (5.6).

Respondents – a mix of marketers of clients (26%), ad agency employees (30%), and media company employees and consultants (44%) – appear to be satisfied with the support provided by Facebook for their advertising efforts. Almost half believe that Facebook’s support for advertisers has improved to some degree over the past 6 months, compared to only 1 in 10 who believe it has to some extent deteriorated. Additionally, roughly three-quarters are very (10.5%) or somewhat (65.2%) satisfied with the data and analytic tracking they receive from Facebook.

Given improving ROI and support, it’s not surprising that advertisers will be increasing their efforts: over the next year, a majority expect to significantly (11.2%) or moderately (44.5%) increase their Facebook advertising budget.

Interestingly, although Facebook is deriving an increasing share of ad revenues from mobile, advertisers don’t see much separation between the RO! I of mobi! le and desktop ads, with a plurality (38%) rating them about the same. Slightly more than one-third feel that mobile ROI is much (7.7%) or somewhat (27.4%) greater, while 26.9% feel the same way about desktop ROI.

There’s more consensus when it comes to Facebook Exchange, used by about 1 in 5 respondents. Of those, two-thirds said it has been somewhat effective for their campaigns, with another 1 in 5 calling it very effective.

Tags: , , , , , , , , , , , , , ,

Tuesday, September 17th, 2013 news No Comments

ROI Rankings: Facebook Deemed More Important Than Twitter and LinkedIn, Less Than Google

Source: http://www.marketingcharts.com/wp/interactive/roi-rankings-facebook-deemed-more-important-than-twitter-and-linkedin-less-than-google-36695/

Asked to rank 5 key online advertising platforms by importance in terms of ROI, respondents to a survey conducted by Ad Age and RBC Capital Markets put Google on top, giving it an average rating of 2.1 on a 6-point scale of importance, where 1 is the most important. Google edged out Facebook (average rating of […]

Tags: , , , , ,

Monday, September 16th, 2013 news No Comments

Most Mobile Video Ad Views Take Place on an Apple Device

source: http://www.marketingcharts.com/wp/interactive/most-mobile-video-ad-views-take-place-on-an-apple-device-36649/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

Advertisement

In fact, during Q2, 6.2% of total online video ad views tracked occurred on an Apple device, compared to 2.4% on an Android device. In other words, iOS devices accounted for more than 70% share of mobile and tablet video ad views. And while the share of total ad views has been rising on both platforms, Apple’s growth has been more rapid (up from 2.4% in Q2 2012) than Android’s (up from 1.3%).

Looking at the full spectrum of non-desktop video ad views (not limited to just mobile phones and tablets), Apple devices still control a majority 62% share, split between iPhones (28.6%), iPads (27.3%) and iPods (5.8%). Android phones (21.8%) and tablets (2.3%) comprise about one-quarter of non-desktop video ad views, with OTT devices (such as gaming consoles and Roku) picking up the remaining 13.2% share.

Interestingly, the study results suggest that screen size and viewing behavior correlate. That is, iPad and OTT devices tend to follow more of a TV-style viewing, with roughly 45% of ad views on these devices occurring during long-form content. The corresponding percentage for PC/Macs and mobile phones is about 20%.

Tags: , , , , , , , , , , , , , ,

Sunday, September 15th, 2013 news No Comments

UK Moms Put in the Time on Social – eMarketer

source: http://www.emarketer.com/Article/UK-Moms-Put-Time-on-Social/1010184

Facebook and YouTube lead UK mom social sites

Moms are known for their affinity for social networks, and this holds true in the UK. A comScore study found that UK females ages 6 and older exceeded UK males in time spent on social in July 2013 by 2 hours. And women with children spent even more time on social networks, clocking 443.3 minutes that month, about 17 minutes more than the average UK female.

It’s also notable that men with children showed more interest in using social sites than males in general, even if they still trailed far behind moms.

163063 UK Moms Put in the Time on Social   eMarketer

comScore’s study only measured time spent on social at home and work locations, excluding mobile. Factoring mobile into the mix would drive these figures even higher, especially as an increasing percentage of social networking activity overall is conducted on the go.

Moms not only spend more time on social sites, they are more likely to have accounts across the social spectrum. A separate comScore study from March 2013, cited by BabyCentre, found that UK moms between 18 and 34 years old were more likely than the average UK internet user to participate in all the social platforms studied. About eight out of 10 UK moms used Facebook, and the same percentage accessed YouTube. That’s compared to 72% of the general UK population on Facebook, and 67% on YouTube.

158994 UK Moms Put in the Time on Social   eMarketer

Tags: , , , , , , , , , , , , ,

Wednesday, September 4th, 2013 news No Comments

drag2share: Windows Phone Market Share Since Microsoft Partnered With Nokia (MSFT)

source: http://feedproxy.google.com/~r/businessinsider/~3/-SUiy4rCVwA/windows-phone-market-share-since-microsoft-partnered-with-nokia-2013-9

Microsoft is paying $7 billion for Nokia’s handset business.

The two companies have been in a partnership since 2011. The first product of their partnership, the Nokia Lumia 900, was out in November of 2011.

In this chart, you can see how Microsoft’s share of the smartphone market has fared since it released that phone.

Microsoft remains stuck in a distant third with just 3.7% of the market, though it’s up from 1.5% when the Lumia launched.

Microsoft reportedly acquired Nokia because it was unhappy with the partnership. CEO Steve Ballmer thought Microsoft needed to completely control the smartphone branding. He thought that Microsoft and Nokia were wasting energy with two marketing plans.

Those might be problems, but really, they seem very small. The big problem for Microsoft is that its platform is at a disadvantage because it has fewer applications than Apple’s iOS or Google’s Android. It doesn’t offer anything that’s significantly better than those other platforms to make up for the lack of apps.

Owning Nokia does nothing to change that.

chart of the day smartphone operating system


drag2share – drag and drop RSS! news it ems on your email contacts to share (click SEE DEMO)

Tags: , , , , , , , , , , , , , , , ,

Tuesday, September 3rd, 2013 news No Comments

Mobile Messaging Apps Continue To Surge

Source: https://intelligence.businessinsider.com/welcome

WhatsApp just surpassed 300 million users worldwide.

In the last four months alone, the mobile messaging app has acquired 100 million users. Users are also now sending 11 billion messages per day, up from 8 million daily in April.

WhatsApp has recently made a concerted effort to attract new users from emerging markets. For example, it has offered residents in Southeast Asia an option to pay a small fee for a data-light version. This allows low-income mobile users to circumvent monthly carrier data fees.

The app is free on most platforms, but charges users 99 cents after one year of use. This business model draws consumers in. The fact that there’s no distracting ads helps WhatsApp retain users. WhatsApp founders have famously said they’re anti-ads and will never include them in the app.

WhatsApp has overtaken China’s immensely popular WeChat, which has an impressive 300 million registered users but only about 195 million that are active. It is also ahead of Line (200 million users), Viber (200 million), and even Skype (280 million).

The large user numbers across services are a clear signal of the overall popularity of OTT (over-the-top) messaging (messaging that goes over the Internet via data connections rather than carrier-controlled networks), and its staying power. OTT messaging threatens cell carriers, who lose voice and text revenue, and social networks like Facebook — which have not been able to maintain control of the messaging market.

WhatsAppUserGrowth

 

 

Tags: , , , , , , , , , , , , , , ,

Thursday, August 22nd, 2013 news No Comments

Facebook Is Just As Influential As Blogs In Shaping Women’s Purchases

Source: https://intelligence.businessinsider.com/welcome

Facebook is nearly as influential as blogs when it comes to influencing women’s clothing purchases.

Netbase partnered with Edison Research and surveyed a sample of 1,005 women across the U.S.

According to the study, 28% (or, 281) of the women surveyed considered themselves “Fashionistas.”

Retailers look to this subset of women as trend-setters who can sway shopping habits.

For casual clothing, 33% of these women said they consulted Facebook before making purchases (nearly on par with the number who consult fashion blogs). Twenty-four percent said they consulted Pinterest.

Interestingly, 30% of women consulted Facebook (more than fashion blogs and Pinterest) when it came to professional clothing. We suspect that fashion-conscience women find it difficult to be creative with workplace outfits. Thus, they look to their friends for inspiration.

Fashion blogs did have more influence than Facebook and Pinterest when it came to shopping for special occasions.

Retailers, and particularly specialty retailers, can use this information to inform their marketing efforts on different social platforms.

Download the chart and data in Excel.

BII social media fashion

 

Tags: , , , , , , , , , , , , , ,

Friday, August 16th, 2013 news No Comments

B2B Marketers Rank the Best Platforms for Reaching Customers and Prospects

source: http://www.marketingcharts.com/wp/television/b2b-marketers-rank-the-best-platforms-for-reaching-customers-and-prospects-35674/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

ABM-B2B-Marketers-Most-Successful-Platforms-Aug2013A recent survey [pdf] from ABM asked B2B media users which media types they rely on for decision-making. The study also contains some interesting results from the marketer side: which platforms do they think are most successful in creating awareness among existing customers and generating targeted leads of prospective new buyers? It turns out there’s quite a bit of consensus: face-to-face event attendance is rated the most successful platform, by a fairly wide margin.

Tags: , , , , , , , , ,

Friday, August 9th, 2013 news No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

Augustine Fou portrait
http://twitter.com/acfou
Send Tips: tips@go-digital.net
Digital Strategy Consulting
Dr. Augustine Fou LinkedIn Bio
Digital Marketing Slideshares
The Grand Unified Theory of Marketing