Tag Archives: Marketing and Advertising

June 27, 2012 · 9:24 am

I Can’t See You

Once in a while we play a little game of compare and contrast which is what we’ll be doing today.

Person with PDA handheld device.

(Photo credit: Wikipedia)

The two items causing a bit of cognitive dissonance are studies from Pew and from Mongoose Metrics.  Let’s start with Pew Research Center’s Internet & American Life Project:

  • Nearly a third (31%) of adult U.S. mobile Web users say they now go online mostly through their cell phones
  • Leading the mobile-only Web trend are young people and minorities. Nearly half of all 18- to-29-year-olds (45%) who access the Internet on phones do most of their online browsing on their mobile device. Half (51%) of African-Americans and 42% of Hispanics in the same category also mostly go online through their phones. By contrast, only 24% of white mobile Web users turn mainly to their devices for Web access.
  • Less affluent (income of under $50,000 annually) and less well-educated people were also more likely to rely mostly on their phones for Web browsing than those with higher incomes and college or higher levels of education.

OK – pretty straightforward.  Nearly everyone has a mobile device, more than half (55%) use them to go on the web at some point, and as incomes go down the mobile device tends to become the primary point of access.  Got it.  Next.

Part of the 2012 Mongoose Metrics Data Series found that mobile internet access accounts for approximately 9 percent of all traffic. However, the report also found that about 10 percent of websites are fully optimized for mobile access, which means 90 percent are incapable of serving these users completely.

Oops.  You can read the study here if you’re interested.  It also reminds us that 80% of users preferred mobile sites when searching for prices and product reviews.  But then again, if they can’t see the great content you have, what difference does it make?

We’re at yet another point of change.  The desktop computer is dying a lingering death, and I think it will be an enterprise-only device within 5 years.  So why are a lot of us behaving as if nothing has changed?  We need to be thinking and building mobile first, as the data points out.  After all, being discoverable and social is useless if you’re not optimally visible.

Right?

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June 19, 2012 · 8:50 am

Fear Of Flying

I used to travel by airplane a lot. 100,000 miles in a year was not unusual for a while there.

English: The view from a window of an airplane...

(Photo credit: Wikipedia)

In general I got used to flying but like a lot of people I always had the panic button go off when we’d hit a rough patch or when landing in so-so conditions.

I bring this up today because a number of pieces I’ve been reading in corporate uses of social media remind me of the primary driver behind that occasional fear of flying: the sense of not being in control can be terrifying.

Media, and marketing media in particular, have always been subject to enormous control.  After all, what’s more important than the company message and how it’s presented?  Using social media is like raising a child.  You do the best you can before you send it out into the world, but once it’s out there anything can happen.

I’m struck by how many companies are investing in social media (according to one study, as many as 23 team members supporting social in big companies) and yet they might be doing so incredibly inefficiently.  I’ve found that social media teams tend to be decentralized and they often are a mix of in-house staff (who may or may not have much training), consultants and even community members. As a result there’s often confusion and off-message posts.  And that’s before the social sphere starts responding.  Marketers are doing a better job of monitoring relevant social activity but are often terrorized by what comes back (ask McDonald’s, LG, and other’s who’ve had hashtags hijacked).

We still need to get from point A to point B quickly so we get on the airplanes.  It’s the same with social media: we need to engage our customers and potential customers and social is becoming a major part of the marketing plan.  We make airplanes safer – we can do the same with social by doing a better job of monitoring and measuring results (and stop thinking that “likes” and “followers” are good metrics!).  We’re never going to get full control of either the plane or the social sphere, but we can get on board knowing we’ve done everything we can to assure a safe trip.

You on board?

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May 31, 2012 · 8:48 am

Likejacking

Fascinating piece in Business Week on some of the spam practices within social media.  While the focus is on Facebook, Twitter, and Pinterest, it reminds all of us who create content sites that we need to be vigilant about protecting our sites and our users from these dirt bags.  The piece cites an executive from an anti-spam software company who stated that spammers create as many as 40 percent of the accounts on social media sites. About 8 percent of messages sent via social pages are spam, approximately twice the volume of six months ago.  Because the email providers have become pretty good about filtering out obvious spam, the spammer have moved on to social.

What they’re doing now is embedding code that forces a “like” into a link to a page with something such as a video as bait.  Likejacking.  On Twitter, it’s provocative text linking to spam; on Pinterest it’s a photo that links to a virus or other spam.  I don’t think many of us are engaged in doing this – it seems to be a few rotten apples, some of whom have been sued.  Or are we?

There is still a tendency for marketers to use social media as we used to use traditional media – we talk, they listen.  We broadcast messages and wait for the register to ring.  Today, doing that on a Facebook brand page or within a Twitter feed is a sure way to get blocked, unfriended, hidden, or ignored.  To a certain extent, any sort of one-sided discussion is seen as spam in many folks’ minds.

We spend too much time wondering if social is marketing or PR or customer service.  We might argue about which department ought to control it.  Those are good discussions to have but what we can’t be doing in the interim is flooding our fans’ news feeds with off-target messages about us when we ought to be listening and engaging where appropriate with them.    Otherwise, how are we different from the likejackers?

Thoughts?

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