Monthly Archives: September 2013

Stats of the Week

Written by: Digitally Approved
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Every week we compile lots of interesting stats here at Fanscape and we try to share a lot of what we learn with you in these posts. Recently Forrester published a report called, “The Facebook Factor: US Online Youth” which dives into the impact Facebook has on young consumers in America.

Below is a post from Forrester’s blog where author Gina Sverdiov explains what you can expect to see in the report:

The “Facebook Factor”—What You Need to Know About Youth Social Media Marketing

Posted by Gina Sverdlov on September 19, 2013

It’s been more than a year since Forrester published its original Facebook factor report, which quantified the impact of a Facebook fan on brand interactions for US online adults, and social media has only become a bigger part of consumers’ online experience. Social media is engrained in the lives of US consumers, and we found this to also be true for US youth. Our latest report, “The Facebook Factor: US Online Youth” answers the question, “How much more likely are youth Facebook fans to purchase, consider, and recommend brands than non-fans?” We also analyzed youth engagement with brands on other social networking sites like Twitter and Google+. As in the original report, we used logistic regression modeling to uncover the effect of Facebook fans or Twitter followers on brands for the youth market.

In the report, we analyzed the “Facebook factor” for four brands that are popular with youth: Converse, Disney, iTunes, and Starbucks.

We found that US online youth who engage with these brands on social media are much more likely to have made a purchase from, consider, and recommend each of these brands than non-engagers.

As the graphic below shows, US online youth who engage with Disney on social media are significantly more likely to have made a purchase from, consider, and recommend the brand than their peers who don’t engage with it. Our youth data and models also reveal that Disney Facebook fans are the most likely to consider making a future purchase of a Disney product or service, while Disney Twitter followers are the most likely to have made a past purchase.

But there’s a lot more to engaging with youth via social media than just having a Facebook page or Twitter following. The youth market is unique for many reasons: These young people grew up with social media; they depend on their parents for their spending; and they’re incredibly connected. They also have a completely different set of expectations when it comes to social media marketing. To get more insight and data, clients can read the full report here.

Headlines & Stuff

Written by: Digitally Approved
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Here are some cool things we read about this past week:

Facebook Finally Lets You Edit Posts
Facebook introduced the ability to edit status updates this week. The editing feature will roll out to all Facebook users on the web and Android devices over the next day or so. The editing feature is NOT included in the latest iOS app, but will be pushed through during the next update.

Twitter and the NFL Agree to Sell Video Ad Packages Together
Twitter is currently working with the NFL to sell packages of promoted tweets. The partnership is the latest in a string of deals Twitter has done with more than 30 publishers, sports leagues and TV networks since January (most recently with CBS). Under the program, sponsors including Verizon will be mentioned in promoted tweets sent out from NFL’s Twitter handle during the regular season and postseason, and given pre-roll placements in the attached videos. A minority of tweets will be highly valuable video content of game highlights posted in near-real-time (a minute after the play occurs) from the 13 Thursday night games that air on the NFL network.

LinkedIn Pushes In-Stream Promoted Jobs Ads
This week, LinkedIn began sticking its “promoted jobs” product into users’ main streams. The ads are a form of native content for the network – a paid way for recruiters and employers to stick their open positions in front of job seekers.

Facebook Starts Up its Mobile Ad Network Again
After a nine-month pause, Facebook is taking its mobile ad network out for another spin. The social network is currently running a second test to show Facebook ads off Facebook in mobile ads and on mobile sites.

YouTube Launches Comment Word Blocking & More Google+ Integration
YouTube is now allowing moderators to block inappropriate words in comments. The video platform will also be restructuring the order of comments – moving relevant comments to the top of the list including mentions from the video creator, popular personalities, engaged discussions about the video and people in user Google+ circles. Users can also now choose to start a conversation publicly or privately on the platform. Also starting this week, YouTube comments will be powered by Google+ on the channel discussion tab.

Global Social Media

Facebook and Other Banned Sites to be Open in China Free Trade Zone
Facebook, Twitter and other websites currently banned by the Chinese government will be accessible in a planned free-trade zone (FTZ) in Shanghai according to the South China Morning Post. Citing unidentified sources, the Hong Kong newspaper said that authorities would welcome bids from foreign telecoms firms for licenses to provide Internet services in the zone. The recently approved FTZ is slated to be a test bed for convertibility of China’s yuan currency and further liberalization of interest rates. The idea of unblocking websites in the FTZ was to make foreigners “feel like at home.”

Noteworthy Campaigns

Urban Outfitters New Social Network Offers Members Deals for Data
Urban Outfitters is integrating marketing and social media with a new rewards system to revamp their Urban On app. The social networking app allows users to upload photos of themselves in Urban merchandise and syncs with their social networks. Now, every time a user mentions the company on Twitter or Instagram, they are rewarded with points that will provide exclusive perks including advance warnings of sales, as well as early access to merchandise and concert tickets. The intention of the app is to provide the company with data about its customers while also giving them something in return.

Walmart Launches Online Reality Series and Invites American Consumers to Pick Its New Big Products
This week, Walmart launched its first-ever original reality series developed for the web. The first episode can be viewed at getontheshelf.walmart.com, and Walmart is asking the public which new products from American entrepreneurs will appear on shelves this fall. The new weekly series highlights 20 finalists in its Get on the Shelf contest. Each week, four different finalists will showcase their product in an effort to gain public votes and get their item sold on Walmart.com and possibly in Walmart stores. The episodes go live Tuesdays at 12:01am ET from 9/24 – 10/22.  Viewers can watch the episodes and cast their votes online.

Pinterest Launches Promoted Pins

Written by: Digitally Approved
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The Pinterest team just announced the limited roll-out of promoted pins. At this time this feature is available to a small group of brands for testing, but the groundwork is being laid to support paid amplification of Pinterest content.

Pinterest Promoted

Here is an excerpt From the Pinterest Blog

We’re going to start experimenting with promoting certain pins from a select group of businesses. I know some of you may be thinking, “Oh great…here come the banner ads.” But we’re determined to not let that happen. While we haven’t figured out all the details, I can say that promoted pins will be:

    •    Tasteful—No flashy banners or pop-up ads.

    •    Transparent—We’ll always let you know if someone paid for what you see, or where you see it.

    •    Relevant—These pins should be about stuff you’re actually interested in, like a delicious recipe, or a jacket that’s your style.

    •    Improved based on your feedback—Keep letting us know what you think, and we’ll keep working to make things better.

For our first test, we’ll promote a few pins in search results and category feeds. For example, a pin for a Darth Vader outfit from a costume shop might be promoted in a search for “halloween.” Nobody’s paying for anything yet—we want to see how things go and, more than anything, hear what you think.

This is an important announcement for brands that leverage Pinterest. Having the ability to amplify content and associate with topics such as “seasons” is a key step to going beyond organic reach and driving additional discoverability within the channel.

Back in May, I attended the first Pinterest Partner Marketing event. During that session one of the items that was revealed was the Pinterest Interest Graph. To recap, an interest graph is an online representation of the specific things in which an individual is interested. And because the focus of Pinterest is based on what people are indexing on the web and then categorizing by interests, the Pinterest Interest Graph is the foundation for their business moving forward especially with today’s promoted pins announcement.

interest-graph

The key to the interest graph for Pinterest is the ability to create personalized experiences that change based on an individuals life stage and interests. The association is less with people and more with things. This may include life events such as marriage, children, etc… and Pinterest hopes that by focusing on interests they are building a sustainable platform that can grow with users over time and continue to provide both utility and relevance based on discovery. Now, with the overlay of promoted pins, Pinterest will have the ability to leverage the data from their Interest graph and map that to a promoted product suite to add value to potential advertisers as well as a model to drive actual revenue.

It will be interesting to track how this will ultimately be rolled out, but the groundwork was announced in May, this is the next step in the evolution of the platform.

Follow Tom Edwards @BlackFin360

Stats of the Week

Written by: Digitally Approved
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Every week we compile lots of interesting stats here at Fanscape. Here are some we thought we’d share with you from this past week:

Earlier this year, Invodo, a company focused on video strategy published an infographic based on data collected regarding how videos are a significant tool for converting viewers into customers.  Per the information displayed in this graphic:

  • In the US, each person consumes an average of 19 hours of online video
  • 60% of that video time is spent watching product videos
  • 52% of consumers report “watching product videos makes them more confident in their purchase decisions.”
  • 3 out of 5 consumers are willing to spend at least 2 minutes watching a product video
  • 1 in 2 consumers are less likely to return a product after they’ve done so
  • Mobile shoppers are 3 times as likely to watch a video as desktop shoppers
  • 1/2 of all smartphone users viewed a product video on their device over a 3 month period
  • Shoppers who view video are 174% more likely to purchase than those who did not

Source: Invodo