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Pedro Gonçalves

McAfee: Sneaky Teens Surf On PCs More Than Mobile, Facebook Rules Over All Other Social... - 0 views

  • Going mobile may be the mantra for a lot of tech companies these days, but if they’re in the business of targeting teenagers with their services, perhaps they should think twice: over 37 percent of teens use laptops, and a further 30 percent rely on desktop machines to surf online and engage with digital content, but only 13.5 percent use smartphones and only five percent use tablets, according to a new study out today from Intel-owned security specialists McAfee.
  • By far, the most popular social media site among teens is Facebook, with 89.5 percent of respondents using the site. Twitter comes in second with 48.7 percent and Google+ not actually that far behind at 41.5 percent. Tumblr (33 percent of all teens), it notes, is more popular with teen girls than boys; while 4chan (23%)  is showing the reverse trend: and McAfee notes that both sites are growing faster than other social networking sites.
  • Pinterest is being used nearly as much as Myspace (20%; 18%)
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  • possibly in keeping with smartphone use actually not being as popular as PCs — Foursquare and other check-in services are not so hot, with only 12.2 percent using these.
  • McAfee describes teen usage on social networks as “stalking” rather than sharing: half of teens responding said they mostly observed others rather than posted updates about themselves. Only six percent said they shared “almost everything.” Nevertheless, they are huge social network users: 60 percent check their accounts daily, and 41 percent said they check accounts “constantly.”
  • The study found that 79 percent of teens said they hid their online behavior from their parents: partly to keep private what they’re actually doing online, and partly because they’re online for a lot longer than parents think. Popular activities include accessing violent content (43%); sexual topics/porn (36%; 32%); and watching pirated movies (30.7%). A whole 15% are hacking other people’s accounts. Meanwhile, teens spend about five hours a day online; while parents only think their kids spend an average of three hours a day online. McAfee found that just over 10 percent spend more than 10 hours per day online.
  • Teens hiding what they do from parents has gone up massively since 2010, when only 45 percent said they hid their behavior, and is a disconnect when compared to what parents think: half of parents responding to the study said they knew what their teen kids did online.
Pedro Gonçalves

Twitter Is About To Officially Launch Retargeted Ads [Update: Confirmed] | TechCrunch - 0 views

  • Twitter has confirmed our scoop with the announcement of Tailored Audiences - its name for retargeted ads. Available globally to all advertisers via a slew of adtech startup partners, advertisers will be able to target recent visitors to their websites with retargeted Promoted Tweets and Promoted Accounts.
  • Twitter’s users are on mobile. Seventy percent of its ad revenue already comes from the small screens, and it likely follows that a majority of engagement is on mobile, too.
  • retargeting happens like this. You visit a website, say a travel booking site, and look at a page for buying a flight to Hawaii. You chicken out at the last minute, don’t buy, and navigate away, but the site has dropped a cookie for that Hawaii flight page on your browser. Then, when you visit other sites or social networks that run retargeted ads, they detect that cookie, and the travel site can show you an ad saying “It’s cold in SF. Wouldn’t a vacation to Hawaii be nice?” to try to get you to pull the trigger and buy the flight it knows you were already interested in. But without cookies on mobile, you can’t retarget there… …unless you can tie the identity of a mobile user to what they do on the computer. And Twitter can. It’s one of the few hugely popular services that individuals access from multiple types of devices.
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  • Essentially, when you log into your account on your full-size computer, Twitter will analyze the cookies in your browser to see where you’ve been on the non-mobile web. Then, when you log in to that same account on mobile, it can still use your web cookies to hit you with retargeted ads.
  • mobile phones don’t have the ability to set cookies so you can’t do retargeting.
  • Facebook only recently began allowing retargeted ads on mobile, and only through a “custom audiences” targeting program separate from FBX.
  • Lucky for Twitter, most of what people do on it is public, so it doesn’t spark the same privacy concerns as Facebook. Twitter also offers an opt-out of retargeting under Promoted Content on its Security And Privacy settings page. Plus it honors Do Not Track for users that enable it in their browsers.
  • It’s also recently opened up keyword targeting so advertisers can reach people who’ve tweeted certain words. Between keyword targeting and cookie retargeting, Twitter is breaking out of the demand generation and into the lucrative demand fulfillment part of the advertising funnel where Google’s search ad business lives. Advertisers are willing to pay top dollar if you can deliver them someone ready to buy their product. And there’s no better sign of someone’s intent to buy than having recently visited a site and almost made the purchase already. Cookies could be very tasty for Twitter.
Pedro Gonçalves

Twitter just added Lead Generation to Twitter Cards, this could be big - The Next Web - 0 views

  • Twitter unveiled the Lead Generation Card today, a new expandable tweet format which allows users to show their interest in a particular discount or offer that’s being promoted by their favorite brand. When a user expands the tweet, they’ll see a description of the offer, as well a small button underneath that will allow them to instantly send their basic contact information – name, Twitter handle and email address – to the brand or business in question. All of the information is pre-filled within the Twitter Card based on the users’ existing account settings, thereby avoiding the often tedious process of filling out an online form. As soon as the button is clicked, the information is sent securely to the account that sent out the offer.
Pedro Gonçalves

Channeling Anna Wintour: When Creating Branded Content, Think Like An Editor-In-Chief |... - 0 views

  • These days, developing a successful online presence requires approaching traditional digital efforts like link-building, web traffic, lead generation, and sales from a decidedly more editorial, content-rich approach: a hybrid marketing and storytelling strategy that drives customer actions by creating, documenting, distributing, and optimizing content. Some companies have created their own internal content development departments or are working with agencies to create everything from infographics to documentaries that highlight where the values, interests, and personality of brand and customer overlap. Coca Cola believes so strongly in the power of content that they are relying on this approach to help them double the size of their business by 2020.
  • While your office probably looks a lot different than a newsroom, approaching content strategy by thinking like a magazine publisher or a television producer is an effective way to approach content development and promotion. Utilizing influential voices to develop and promote content can help ensure that you meet the first requirement of securing readership and viewers--be interesting.
  • The people who already create for you: We often hear “write about what you know” because it comes easiest. Identify the talented storytellers within your own walls. Those with an intimate knowledge of company activities are primed to create impactful content, even on a tight deadline. Identify employees who are weekend filmmakers, amateur photographers, poets, and guitar players and invite them to bring these talents to the table.
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  • The people who use your product or service: The voice of the customer is the most influential of all. Provide loyal consumers with an opportunity to get involved by sharing their stories. Identify digital influencers that fit your brand aesthetic and explore partnership opportunities. This approach is heavily evident in the fashion industry, where brands routinely work with fashion bloggers on everything from Twitter chats to advertising campaigns.
  • The people who support you: Why not collaborate on content development with partners or vendors? By working together, budgets become more manageable and both parties can benefit from the potential PR story. By working together, you can deliver deeper impact and cast a wider net. 
  • With more brands developing more and more content, we will naturally reach a point of over-saturation where only the very best stories will make an impact. As such, it is absolutely crucial to begin to refine and optimize current content marketing practices. Also, with the line blurring between marketing or brand managers and content developers, it’s worth noting that those best suited for positions in content marketing have a rare combination of business and marketing acumen, digital savvy, as well as journalism, public relations, film, and even creative writing. For those with this mega-mix, employment opportunities abound.
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