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Pedro Gonçalves

Report: Social TV Market To Be Worth $256.44BN By 2017; Europe Taking Largest Share Now... - 0 views

  • The research firm expects the market to grow from $151.14 billion this year, to $256.44 billion by 2017
  • “The future for the television is social through integration of social interaction on the television. Broadcasters are developing and enriching social TV integration; they are targeting the tune-in customer, engagement and their loyalty to boost the rating and they are also discovering the social TV challenge,”
  • Currently Europe grabs the largest slice of social TV market revenue
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  • While some broadcasters are amalgamating Social TV within their own platforms; there are many, who are integrating Twitter into their Social TV platforms for enhanced custom experience and participation. Industry players such as BBC and CNN, on the other hand have signed deals with social networking players such as Facebook, as social networking companies are aggressively trying to venture into this space,”
  • “Social is truly emerging as a coalition of television and social media, wherein newer formats are being developed to enhance viewer engagement and encourage paid transactions.
Pedro Gonçalves

To Monetize Social Media, Humanize It - Amy Jo Martin - Harvard Business Review - 0 views

  • Whoever invented the term "social media" didn't do the world a favor because, while that's the accepted term now, it's completely wrong, and I believe it's part of what drives this disconnect. Social media is not really media. I think of it as a channel, more like a telephone than a TV commercial. And when's the last time a CEO asked, "How are we monetizing the telephone?" And has a CEO ever threatened to not invest in phones because the company can't make money off of them?
  • Truth is, companies monetize the telephone quite well, and if you don't think so, take away your company's phones and see what happens to your top and bottom lines. Likewise, companies can monetize social media, but they have to stop thinking about it as a way to market products and start thinking about it as a way to communicate and build a brand.
  • Formal research typically takes months and requires healthy investment and long planning cycles. Smart companies are trading in highly rigorous research for quick, nearly scientific data collected through social media platforms.
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  • Social media is not a popularity contest. Followers don't equal influence. Don't make this a volume game.
  • Social marketing is a brand-building tool first and foremost. For decades, traditional advertising media have been let off the hook when it comes to measuring direct financial ROI. You should do the same with your organization's efforts in social media.
  • Traditional branding focuses on logos. Social media branding must be focused on people. Humanize your brand is the golden rule of social media, because humans connect with humans, not logos. Traditional marketing has always approached branding as a way to control the message.
  • Controlled messages are distrusted in a world where social media can expose them so quickly. Revealing the people behind your brand builds trust. Trust is the first step to building loyalty.
Pedro Gonçalves

Multiscreening Distracts TV Viewing in the UK - eMarketer - 0 views

  • UK TV viewers are not as focused as they once were on the gogglebox, according to new research from BT (British Telecom), which suggested almost eight in 10 (78%) now perform other activities while watching the tube.
  • Forty-seven percent of respondents checked email, 37% shopped and 36% used social media. Multiscreening is very much a common activity in the UK now, and those with a smart device or laptop are more likely to veer toward a second screen during ad breaks.
  • While the proliferation of smartphones and tablets has undoubtedly spurred viewers to multitask during TV time, July 2013 polling by Deloitte found that the preferred device to use while watching TV was neither the smartphone nor the tablet, but the laptop.
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  • Of UK internet users with a laptop, 91% multiscreened with such a device at least weekly while watching TV. For those with tablets, this dropped to 89%, and smartphone users came in at 83%. Perhaps the fascination with smart mobile devices ignores the fact that laptops fulfill users’ needs to use social media and the other activities pinpointed by BT at least as well—and some might say better than—tablets or smartphones.
Pedro Gonçalves

The Rise And Rise Of Influence | Fast Company - 0 views

  • A new survey by Initiative questioned some 8,000 web users age 16-54 in Argentina, Australia, Canada, China, Germany, the Netherlands, U.S., and U.K. to find out how they were influenced in purchase decisions by social media interactions. The results are kind of amazing: A huge 99% of the "top 10%" of influencers reported that their friends quiz them before making a big purchase. This top 10% has a disproportionate influence on the opinions of others--because 72% of them access content in print, online and mobile form more than once a day, compared to just 18% of the bottom 10% of influencers. 
  • A different study, by Market Force, underscored the fact that brands are leveraging social media to promote themselves. Embedded in the study were stats on the power of the average user to spread brand-related messages: 81% of U.S. respondents said posts from their friends directly impacted their decision on purchasing something, and 80% or respondents said they'd tried new things based on suggestions of friends.
  • This is a big departure from the static print ads and traditional TV spots of the past. Initiative's study even included advice for brands to move well beyond the thinking of a traditional 30-second ad spot, and push out additional material like behind-the-scenes footage...all to drive discussion and lead to more online chatter that will lead to brand discovery. It also suggests that brands build a team of "relevant social influencers" to spread new ad campaigns and stimulate dialog.
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  • Appinions, a company that analyzes data from five million sources to determine the influence of a brand, topic or person and promises to hook up companies with the most relevant influencers, earlier this month raised an extra $3 million in funding.
  • the "importance" of someone in a social network isn't simply how active or how many other people they're linked to--it's also a question of how well-connected and active each of these others are too.
  • Companies of all stripes are becoming aware of the power of high-value social media influencers, which is why they're signing up to campaigns like Klout's Perks. The idea is that via Klout, high-scoring individuals are "rewarded" with a physical gift or perhaps a discount voucher if they're influential in topics connected to the brand in question.
  • Klout is contentious to say the least, however, and its algorithm (not unlike Google's) is both mysterious and controversial--leading to debates like this extended thread on Google Plus.
Pedro Gonçalves

Consumers Still Pretty Suspicious About Social Media Marketing, Forrester Survey Finds ... - 0 views

  • While the finding that trust in ‘traditional’ push marketing techniques (such as banner ads) is at rock bottom in the online world isn’t a surprise, the chart doesn’t make hugely encouraging reading for proponents of social marketing which also languishes near the bottom of the trust index, just above the mobile apps channel. Text message communications were the least trusted, while online banner ads barely rated above spammy SMS in the trust stakes.
  • The relatively low trust in social marketing tallies with a recent Gartner report that found U.S. marketers ranked spending on the corporate website as more likely to result in “marketing success” than spending on social media sites such as Facebook.
  • “professionally written online reviews” still carry a huge cachet — at least with U.S. consumers. European consumers are far less trusting of the publishing industry, however (55% vs 33% split on that category).
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  • The report notes that traditional ‘one-way’ marketing techniques like banner ads are clearly ineffective in a landscape of “perpetually connected consumers”. Web users are tuning out this old school type of marketing or failing to notice it in the first place or forgetting they ever saw it — which may also partially explain why personal recommendations from people they know well are so much more trusted. With so many sources of information to filter, better the devil you know and all that.
  • The survey also indicates there is still considerable trust in natural search engine results, and also in consumer written reviews, such as Amazon’s user reviews — which were both ranked around 3x more trusted than social marketing.
Pedro Gonçalves

Planned Facebook Ads Go Big But Less Social - And Users Will Hate Them - ReadWrite - 0 views

  • Facebook users will sit still for ads that, per current reports, will take over your desktop screen and run for 15 seconds, up to three times a day per user. What are the odds of that? 
  • Initially, the 15-second autoplay ads will appear on Facebook's desktop site; the social network is still working to bring them to its mobile app as well.
  • Facebook is expected to offer four daily "slots" for its video ads, each targeting a very large demographic: Women over 30 Women under 30 Men over 30 Men under 30
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  • Consumer surveys reveal that television advertising stands above all others in terms of influencing purchase decisions. 
  • What Facebook can't yet promise, of course, is whether its billion users will actually sit through — or even tolerate — such intrusive ads, even just once.
  • Facebook will cap the ads so that no user will see an ad more than three times in a day. It is still unclear if advertising executives will want to cut down the typical 30-second television ad to fit Facebook's 15-second guideline, or if they'd create new ads especially for Facebook.
  • Even amongst college students, for example, who are likely to be very social media savvy, television advertising is clearly the most influential of all.
Pedro Gonçalves

Nielsen Study Confirms: Yes, Tweets Do Drive Tune-In | 360i Blog - 0 views

  • social buzz matters as much as previous season ratings and ad spend.
  • an 8.5 percent increase in Twitter volume among 18-34 year olds or a 14 percent increase among 35-49 year olds nets out a 1 percent increase in TV premiere ratings.
Pedro Gonçalves

New Deal Between Twitter And Starcom MediaVest Intended To "Shape The Future Of The Ind... - 0 views

  • social TV lab: “Our team and Bluefin Labs (which Twitter purchased earlier this year) will come together, put mutual skin in game, and create a social TV lab that we think will give our clients unprecedented real-time data on how consumers are watching, buying and the conversations that amplify brand messages."
  • “the idea that the digital marketplace is moving from ad exchange and targeting and re-targeting to, while still including those things, much more toward creating real-time content and experiences.”
  • SMV sees Twitter not as a media silo in itself but a platform that extends across paid, owned, and earned media. "If you think the future of marketing is convergence and amplification of big moments over time, as we do, then Twitter becomes one of the essential channels you have to evaluate in any marketing plan.”
Pedro Gonçalves

Meet Gen C: The YouTube Generation - Think Insights - Google - 0 views

  • Why are they known as Gen C? Because they thrive on Connection, Community, Creation and Curation; they’re engaged and they want their voices to be heard. They’re not a generation in the traditional sense – about 65% of Gen C are under 35, but regardless of how old they are, they’re the sort of mavens who shape opinion and lead thought. Put simply, Gen C isn’t a quirk of when or where you were born; it’s a way of life.
  • 59% say the internet is their main source of entertainment and 38% turn to their phone first when they want to be entertained, with 66% spending the same amount of time or more time watching online videos compared to TV. They haven’t abandoned traditional TV viewing altogether, but they have augmented it with shares, ‘likes’, +1s, comments and retweets, all of which add to the first screen viewing experience.
  • The act of creating has become second nature to Gen C, but they’re selective, only adding something when they think it’s relevant and they can have an impact. Eighty-three percent of Gen C have posted a picture they took but only 42% post pictures every week, while 65% have uploaded a video they created, but only 25% upload videos every week.
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  • 55% say they’re connected to 100 or more people through social sites, while 15% are connected to 500+ people.
  • Gen C is often time-poor and has become incredibly selective when navigating the media landscape, optimizing consumption for maximum returns. They turn to trusted advisors to help them navigate the space, using email lists, social media feeds and content aggregators to map out a media ecosystem that satisfies both their functional and emotional needs.
  • More than one in three say YouTube is their most important or second most important source of entertainment online, and 46% think of YouTube as an alternative to TV.
  • Gen C openly welcomes brands into its social circle – for starters 39% say they think of YouTube as a platform to engage with brands. Being engaging, authentic and shareworthy is the cost of entry, with advertising and content both put to the same litmus test; they’ll either switch off if it’s not relevant or engage if it is.
Pedro Gonçalves

Facebook launches Graph Search to aid users and take on Google | Technology | guardian.... - 0 views

  • an example a search for a spicy meal in San Francisco. A search for "restaurants liked by my friends from India" revealed a long list. Narrowing that to "Indian restaurants liked by my friends from India" yielded another list. Then he searched for restaurants in San Francisco liked by Culinary Institute of America graduates.
  • In cases where Graph Search comes up blank – which is likely to be a frequent occurrence in its infancy – the service defaults to the web search engine Bing, which is run by Google's rival Microsoft.
  • "I want to invite friends over for Game of Thrones," he said, "but who among my friends likes Games of Thrones? Graph Search tells me."
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  • Graph Search also enables the user to search, for instance, for "photos of my friends taken in national parks" or "photos of my friends taken before 1990".
  • Tom Stocky, another Google import, showed what appeared to be a market researchers' dream tool: the new feature allows users to ask, for instance, what TV shows are most liked by doctors (Grey's Anatomy, House, The Doctors), or software engineers (Big Bang Theory).
  • A search for music liked by those who like Mitt Romney revealed Johnny Cash. Obama-likers liked Michael Jackson.
  • Brian Blau, who tracks social media for the tech research firm Gartner, said the service offered a brand new way for users to experience Facebook. Confined to Facebook's eco-system, the service was not an immediate threat to Google but would gradually increase in importance, he said. "In the future, you know Facebook will figure out how to monetize this. It's going to change the way people think about search."
Pedro Gonçalves

The Secret To Marketing Success On Facebook? Advertise Like Your Grandfather | Fast Com... - 0 views

  • A new study by Facebook brings some big news that, curiously, at first blush might not seem like much news at all. It's this: If you want to create successful ads for the social network, just do the same thing you would do if you were advertising on TV. Or in magazines. Or on the radio.
  • "Marketers were asking us, 'Are the fundamentals of advertising on Facebook the same as the fundamentals elsewhere?'" Bruich says. The results of the study point to yes, he says, and that means "the experience they've built up over the years and the instincts they've had can be applied to making more successful ads on Facebook."
  • Bruich is presenting the results of the study in a paper called "What Traditional Principles Matter When Designing Social" at the Advertising Research Foundation's Audience Measurement 7.0
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  • The study had professional marketers evaluate 400 Facebook ads against six traditional criteria for advertising creative: Whether the ad has a focal point, how strong its brand link is (ie: how easy it was to identify who the advertiser was), how well the tone of the ad fits with the brand's personality, how noticeable the ad is, how effective it is at getting its point across, and whether there is a "reward" for reading it (ie: Did it make you feel good? Did you learn something?).
  • The study found that the ads that performed best were the ones that also did the best job of hewing to advertising fundamentals, especially focal point, brand link, and tone. The most important criteria, says Bruich, was that the ad needed to have some kind of reward.
Pedro Gonçalves

The Best Times to Post on Facebook | Social Media Today - 0 views

  • a Facebook post receives half of its reach within 30 minutes
  • Smartphone owners tend to reach for their phones around meal times and 86 percent of mobile internet users report using their device while watching TV
  • Weekends and weekdays, between 5:00-8:00pm, aren’t necessarily the optimal time to post because of newsfeed competition. During these hours, you’re likely to compete with your fans’ hundreds of friends and the other brands they follow.
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  • our posts receive the most engagement during off-peak hours when less overall posting is going on. Try to find your engagement sweet spot by determining the intersection of time when the majority of your audience is on Facebook and the time when the least overall posting is occurring.
  • When is a good time to post on Facebook?√ Early morning
  • Between work and dinner
  • Bedtime
  • The best time to post on Facebook is when your audience will see it
Pedro Gonçalves

Mary Meeker's Latest Internet Trends Report: 5 Insights for Facebook Marketers - 0 views

  • There were 2.4 billion people on the internet at the end of 2012, up 8% from 2011.
  • While many Facebook advertisers justly focus on the US, UK and Western Europe, a lot can be said about considering other countries.  India, Indonesia and Brazil and Mexico are among the top 5 countries on Facebook according to Socialbakers.
  • Compared to TV, there is a significant discrepancy in the amount of time consumers spend on mobile devices relative to advertising spend.  While we spend 12 percent of our time on mobile devices, mobile advertising dollars only account for 3 percent of total spending.
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  • Advertising is a key way that Facebook will monetize its 751 million mobile users.   Earlier this year, the number of active daily visitors checking Facebook on mobile devices surpassed people checking the social network on the web.
  • Photos are still the most popular item of personal content that we share right now with nearly 550 million+ photos shared each day on various internet services and this is expected to double within the next 12 months.
  • Advertising in the News Feed has moved towards bigger pictures and richer media and it will continue to go in that direction.
Pedro Gonçalves

Report: Top 500 YouTube Brands Average 884,000 Monthly Views - 0 views

  • brands are averaging lower subscriber counts on YouTube — 35,000 — compared to an average 200,000 Twitter followers.
  • Just 7.4% of videos from the top brands are repurposed TV commercials.
  • certain categories get more subscribers than others. In particular, tech is a popular category and travel is not
Pedro Gonçalves

Only 30% of Brands' Pinterest Engagement Come From Own Pins | Adweek - 0 views

  • Seventy percent of brand engagement on the social scrapbooking platform is driven by users—that is, users pinning brand content outside of brands' own Pinterest accounts—versus only 30 percent generated by brands pinning something that users repin, comment on or otherwise interact with.
  • fashion/retail brands that see 82 percent of their engagement come straight from the community. Meanwhile, auto brands saw 75 percent of their engagement from the community, and electronics brands saw a more even-keeled 53 percent engagement from the community.
  • Brands that want to join those conversations should create images that users will want to share.
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  • fashion brands have always understood storytelling in a way other brands haven't." That might explain why the fashion/retail brands examined averaged 46 repins for their every pin, whereas user-generated fashion/retail pins usually only notch 6 repins. On the other hand, auto brands typically see only three repins versus 10 repins for users’ auto-related pins, and electronics brands average five repins compared to their users’ 14 repins.
  • best day and time for brands in each vertical to pin—3 p.m. ET on Friday for fashion/retail, noon ET on Friday for auto and 10 p.m. ET on Monday for electronics—but both Bitterman and Gupta said it's hard to decipher how marketers should view those findings. Bitterman inferred that Friday afternoons make sense for fashion/retail and autos because many people shop or take test drives over the weekend and begin planning those outings on Friday. "Electronics kind of stumps me," he said before inferring that Pinterest users interested in electronics may be a relatively smaller population whose prime Web browsing time correlates with prime-time TV.
Pedro Gonçalves

Study: Only 1% of Facebook 'Fans' Engage With Brands | Digital - Advertising Age - 0 views

  • Facebook does provide good reach and its audience of loyal fans is good for market research and word-of-mouth advocacy.
  • If there's an overall caution, it's against, in the words of Ms. Nelson-Field, "putting a disproportionate amount of effort into engagement and strategies to get people to talk about a brand, when you should be spending more time getting more light buyers."
  • the percentage of People Talking About to overall fans to be 1.3%. If you subtract new likes, which only requires a click and in the minds of the researchers are akin to TV ratings, and isolate for more engaged forms of interaction, you're left within an even smaller number: 0.45%. That means less than half a percent of people who identify themselves as like a brand actually bother to create any content around it.
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  • Brand growth, they maintain, is attained not by reaching a few loyal fans but a larger number of light and medium buyers. In this understanding of the marketing and media worlds, social is just another media channel useful for its reach rather than any notion of engagement.
  • Facebook fan bases skew toward heavy buyers rather than the more casual shoppers that a brands needs to reach in order to grow
Pedro Gonçalves

Twitter reaches biggest ad deal yet - CNN.com - 0 views

  • "We think that the industry had been focused in the wrong area, which was making a decision between Twitter and TV," said Adam Bain, Twitter's president of global revenue. "That's not what we believe. Twitter is a bridge." The deal, structured as a partnership, comes as people increasingly visit social networking sites and use mobile devices while watching television. A recent Nielsen study confirmed a strong correlation between increases in Twitter volume and TV ratings.
  • This is the future. It's convergence."
  • While the spending marketers commit to Twitter remain a fraction of the $205bn they spend on television globally, budgets are shifting quickly. Twitter's global ad revenues are expected to almost double this year, reaching $582.8m in 2013 up from $288.3m in 2012, according to eMarketer
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