This Week’s Top Stories
“Businesses use Page audience data to understand what their followers care about. To make audience data even more meaningful for businesses, we’re updating the way Page likes are counted by removing memorialized and voluntarily deactivated accounts from Pages’ like counts. This change ensures that data on Facebook is consistent and up-to-date.”
PNConnect Insight – This is a classic good news/bad news situation for brand publishers: Fan acquisition is already slowing down as Facebook throttles reach and engagement for various reasons. So anything that further eats into total network size is going to sting. But on the upside, the removal of these inactive accounts means that publishers will be able to get a more realistic picture about what their real network size is. Whichever perspective is more helpful, it’s another reminder that Facebook and other networks are outside of most people’s control. This isn’t even rented property; It’s property that’s completely owned and operated by Facebook and on which it allows brands and others to operate to the extent that it continues to benefit Facebook.
“Ever since this heavily hyped app began to delight early adopters in recent days with a seamless ability to live-stream video on Twitter, it’s left the bewildering but intoxicating sense that something significant is happening. But what Meerkat will be exactly is elusive, perhaps even to the San Francisco-based tech firm, Life on Air, that created it.”
PNConnect Insight – If you’ve connected your Twitter account to Meerkat you’ve likely been bombarded by notifications that someone is streaming now. A handful of brands have begun experimenting with the video app, which publishes livestreaming videos that are not archived and which disappear as soon as the publishers stops. The real power of the app will likely not be in the multitude of people who think everyday moments need to be streamed but will be in how it’s utilized by both individuals and media brands for breaking news or exclusives at events, the latter of which can be if not promoted then at least teased in advance. What will be truly interesting to watch, though, is how Twitter reacts to this app since it’s trying to become more of a dedicated video outlet with its own native initiatives.
“21 percent of survey participants said they unfollow brands that post repetitive or boring content. 19 percent say they would unfollow a brand on Facebook if the brand posted too often – more than six times a day. Other activities that cause users to unfollow are offensive activity by brands, and content unrelated to the brand. Crowded feeds can also prompt users engage in “social hygiene.” When brands aren’t meeting the needs of the consumer, they’re often the first pages to get unfollowed.”
PNConnect Insight – Warnings about repetitive or irrelevant content should be followed; brands need to remember that they are competing not just with their own industry but with everything — including blue & black dresses and woodpecker-riding weasels — for consumers’ attention. A smart brand will never lose sight that the first rule of content marketing is to meet the consumers’ needs first and be relevant to them.
“You have to provide value to the system. You’ve got to provide decent content. You can’t just be marketing on these platforms,” said Luckett, whose company creates and post content for brands and Internet influencers.”
PNConnect Insight – If you don’t have anything interesting to post on social media, don’t post just to post. It becomes evident that you don’t have anything interesting to say. Quality over quantity, always. Companies that successfully use social media provide value to its fans. No two channels are the same. Each social platform is different, so it’s important to use variety to send your message across various channels.
“Though the name Twitter Daily Edition (which could change) suggests a publication, Noto’s remarks make it sound more like a marketing tool, since the plan is to syndicate the content across different platforms. A daily summary of Twitter, which has 288 million monthly active users as of the fourth quarter, would break away from its core function as a platform for real-time communication, but it could help widen its appeal to a broader audience that’s yet to see Twitter’s value.”
PNConnect Insight – How to get people to engage with Tweets they didn’t see is a problem Twitter has long struggled with and this seems to be the latest way they’re trying to overcome the problem. If this winds up being, as it seems to be, an email summary then the opportunities are ripe for Twitter to not only surface Tweets people have missed but also include some form of push-advertising along with them, giving advertisers a premium spot in that summary.
“A major factor driving Internet-video consumption among millennials, per the study: 62% of survey respondents said digital content makes them “feel good” about themselves vs. 40% reported for TV. According to the survey, 67% of millennials said digital delivers content they can relate to vs. 41% for TV, and 66% said they turn to digital content to relax vs. 47% for TV.”
PNConnect Insight – In a world of infinite and infinitely tailored media options people will gravitate toward what most clearly and immediately speaks to them. In this case that means finding content that is created by people like themselves, speaks in the same way they do (or aspire to) and provides a sense of validation about themselves. That, more than any trends about cord-cutting, should worry the established media industry. It’s what powered the rise of blogs 15 years ago and it’s now impacting TV and other media.
“Topic data shows marketers what audiences are saying on Facebook about events, brands, subjects and activities, all in a way that keeps personal information private. Marketers use the information from topic data to make better decisions about how they market on Facebook and other channels, and build product roadmaps.”
PNConnect Insight – Brands have been begging Facebook for information like this for years, and this partnership with DataSift is a huge development, as this kind of data can allow for real-time changes in ad spend that make the ads that much more relevant and effective. Facebook may face some privacy pushbacks from users annoyed that their private updates are being used for more targeted advertising, but in the end marketers will be so eager for this information that it probably mitigates any negative reaction. It is worth noting that Porter Novelli has a strong relationship with DataSift and we will be in a position to leverage this information for our clients’ benefit.
“A quick Google search using the entire BuzzFeed Video headline shows a huge media bump from February 12 to 13, with media outlets linking or embedding the video on their sites. It wasn’t the tidal wave of social media shares on Facebook. Really, it was traditional earned media. Given it was the president doing a funny, self-conscious piece released just days before a key deadline, a PR push from the White House makes the most sense. Plus, it’s a fun, easy story for media to cover.”
PNConnect Insight – Earned, owned and managed. It all works together. Never forget that.
“Gigaom recently became unable to pay its creditors in full at this time. As a result, the company is working with its creditors that have rights to all of the company’s assets as their collateral. All operations have ceased.”
PNConnect Insight – This is a big deal for many reasons. Not only was GigaOm one of the first big tech blogs (as with many it started out as a single-author blog then expanded into a mini media empire) but it was home to some of the best, least sensationalistic tech industry writing on the web. While many in the industry are pointing to this as a caution against media outlets taking VC funding there’s also an unfortunate lesson that quality content doesn’t attract the audience hyperbolic click-bait does. And maybe – just maybe – it shouldn’t but should instead focus on monetizing a niche audience.
“Pablo is easy to use and more importantly free. In fact, you don’t even need a Buffer account to start creating images with text. But if you want one you can use your Facebook or Twitter account. The images can be downloaded or sent to Facebook, Twitter or to your Buffer account.”
PNConnect Insight – A great tool that could be handy for those who aren’t Photoshop masters but who still want to be annoying on the internet, either as themselves or on behalf of clients.
“Facebook is shutting down the News Feed-like social network it acquired back in 2009, according to a blog post. FriendFeed, which lets users share links, photos or posts in a “customized feed” will officially shut down on April 9.”
PNConnect Insight – Moving past all the “In related news, Friendfeed was still around…” jokes, Friendfeed at one point was a pretty useful tool, aggregating the multiple outlets someone was publishing to in a single profile. But after the acquisition by Facebook the innovation stopped while other tools picked up similar functionality.
“Mobile apps are not emerging—they have emerged and become integral to our lives. Digital marketing professionals, app developers and consumers have ceased to see mobile apps as kitschy novelties. They are valuable tools that we use every day to check our bank accounts, hail cabs and read the news.”
PNConnect Insight – As more devices become connected and location information becomes even more ingrained in our apps, there is an opportunity for greater context in messaging from communications professionals. The key will be making that messaging helpful, rather than irksome.
“The benefits of using social media is simple, 92% increased exposure, 80% increased traffic, 72% loyal fans, 61% improved search rankings and 50% improved sales. Today’s B2B marketers can’t go very far with traditional methods of digital marketing. Social media is one channel that can prove to be a loyalty builder for B2B businesses because customer relationships are not about one-off transactions.”
PNConnect Insight – It’s no secret that social media provides benefits for B2B marketers. However it’s important to focus on networks that provide the highest ROI. If you can’t see any quantifiable results from one social network, focus your efforts on those that do have results. The time for free exposure or impressions is quickly coming to an end, so be prepared to use some of your marketing budget to see results on social media.
“Eric Hadley, head of partner marketing, said Pinterest will be offering advertisers a more precise way to reach the intended audience beyond its 30 different categories for pins including food & drink, hair & beauty and sports. Previously, for example, a marketer may have only been able to target interests broadly in sports, but now it will be able to target specific sports like soccer.”
PNConnect Insight – Pinterest continues to innovate on new ad products that are increasingly looking less like the content that’s organically posted to the site and more like some form of dynamic banner ad unit as it seeks to attract more brand advertisers.
“Instagram ads are getting the carousel treatment along with links, the photo-sharing app announced today. These crucial new ad features signal a maturing Instagram, which has been slowly increasing its marketing sophistication. Advertisers can now place multiple photos in one sponsored post for consumers to flip through. At the end of the carousel, users have options to click on additional content or visit a website to learn more.”
PNConnect Insight – While everyone has been focusing on the carousel nature of these ads it’s important to note also that, for the first time, click-throughs are part of the Instagram experience in some way. That’s long been something that makes Instagram unique and if it begins to bleed over from the ad units to the organic photos that are posted by brands it could change the entire dynamic of the Instagram experience.