Posts Tagged ‘social media’

h1

MONDAY MORNING QUARTERBACK DIGEST #17

July 9, 2018

Monday Morning Quarterback Marketing Digest. Here are some marketing and research thoughts for this week. Email me (Mark@dennettgroup.com) if you need more info on any subject.

THE CHALLENGE OF BRAND CHANGING – To remain relevant, your brand needs to be occasionally updated, but there are dangers in changing key elements of your brand. Miss America is dealing with this right now. Miss America started as a swimsuit competition in 1921. It was a tourism promotion to get more people to Atlantic City. Back in the 20s, it was considered modern and liberating for women to pose in bathing suits. Times have changed. So, the Board and Chair Gretchen Carlson eliminated the bathing suit competition. Many volunteers, which run the nearly 100-year-old institution’s state and local competitions, and former Miss Americas vocally oppose this change. The Miss America Organization made a critical error. What was it? They needed to use an inverted pyramid decision-making process. Contact me and I will share this strategy with you. It is critical if you are thinking of making a brand update.

DO YOU USE INSTAGRAM BUSINESS STORIES? – One of the new tools with Instagram are story ads. If you are interested in learning how to create stories, which we are testing with a few clients, let me know. Also, remember, we are now providing digital content development for a variety of clients. Contact us for pricing.

THE DISAPPEARING LANDLINE – If you are considering phone survey research, you are facing some major challenges. First, you need to make sure you are calling more cell phones than landlines. Back in 2010, 68% of the population had landlines, now (2017) only 44% have them. This may be higher than you expected, since virtually everyone also has a cell phone. Of course, there are research challenges calling cell phones since they are portable (so are landlines). That is why researchers are using more online panels, like the one we are creating for Jackson County (www.DCGresearch.com). Are you planning a study? Contact me and I will share some of the tips for data collection in today’s world.

MAKING A DESTINATION WEBSITE A STRONGER MARKETING TOOL – As I mentioned last week, we are now recruiting partners for our 6th Annual Destination Website Research Study. It is super affordable and it provides answers to:

• Who is visiting (demographics) your website?
• Why do they visit your website and where do they discover your site?
• Will web visitors become real visitors to your city (economic impact)?
• What elements on your website are most important for encouraging visits to your area?

Contact me for a fact sheet on the new study. Ok, see you next week with some more thoughts.

h1

MONDAY MORNING QUARTERBACK DIGEST #16

July 2, 2018

Monday Morning Quarterback Marketing Digest. Missed last week due to a family wedding (wonderful) and travel, but happy 4th of July week. Here are research thoughts that could help you this shortened business week.

HOW DO PEOPLE VIEW YOUR VISITOR DESTINATION? – In September we are scheduled to conduct our third, semi-annual Brand Awareness and Perception Study for an Oregon DMO (Destination Marketing Organization). We have been honored to provide this outstanding organization an independent research view of the effectiveness of their marketing efforts since 2014. What has been the biggest surprise of these studies? Why all DMOs don’t conduct independent research of their marketing efforts.

Literally millions of dollars are being spent in Oregon to brand destinations and attract more visitors. Yet, most rural DMOs do not conduct any independent research to see if their efforts are paying off. Call (541-488-4925) or email me at Mark@dennettgroup.com if you would like to learn more about how to conduct this type of research for your marketing team. We have done these studies for the travel industry, nonprofits, healthcare, financial institutions, and retail groups.

HOW WELL IS YOUR WEBSITE PERFORMING? – Speaking of DMO research, we are beginning the final quarter of our 5th Annual Destination Website Research Study. Ten different DMOs have participated in our study since launching it in 2011. Why do cities and chambers that operate Convention and Visitor Bureaus participate in this study? Because it is affordable (around $100 per month) and it provides answers to issues you need to know to help generate public funding and support:

• Who is visiting (demographics) your website?
• Why do they visit your website and where do they discover your site?
• Will web visitors become real visitors to your city (economic impact)?
• What elements on your website are most important for encouraging visits to your area?

We are now recruiting partners for our 6th study that will begin in October. Interested? Email me at Mark@dennettgroup.com or give me a call for details (541-488-4925) for a fact sheet.

ARE YOU READY FOR GOOGLE’S REBRAND? – Today, if you are not using one of Google’s ad platforms you are not doing your digital marketing job. Google decided to rebrand all their offerings under the Google Ads label. Google’s Senior Vice President of Ads said the company’s complex assortment of products has become confusing to navigate. I agree. But the real goal is to make it easier for Google to upsell those products. Want to learn more? You can join me and others on Tuesday, July 10th at 9:00 a.m. Pacific, noon Eastern, for a live podcast. Here’s a link to register, click here.

IT IS STARTING – A RADICAL CHANGE TO YOUR INTERNET EXPERIENCE – If you don’t live in California, you may have missed this news. California lawmakers passed a data-privacy bill that grants consumers some of the broadest protections in the country, including the right to prohibit the sale of personal data to third parties and to opt out of sharing it altogether. Good news? Perhaps, but the law also allows companies to charge consumers a premium if they don’t share data. Is this the future of internet access? If you don’t allow firms to mine your data for advertising, you will pay more for visiting a website?

WHAT DO PEOPLE THINK OF THE SUPREME COURT? – Stepping away from my marketing focus to celebrate our country’s heritage, here are few facts about the U.S. Supreme Court from the Pew Research Center that you might find interesting. Have a great 4th of July holiday!

1. Two-thirds of Americans (66%) view the high court favorably, up 18 percentage points from July 2015, when only around half (48%) approved.

2. A growing share of Americans (55%) say the Supreme Court should base its rulings on what the Constitution “means in current times,” rather than what it “meant as originally written.”

3. The average tenure of a Supreme Court justice is nearly 17 years. This analysis excluded the current members of the court since their tenure is ongoing.

That is all for this week. Let me know if there are any specific research or marketing questions you are thinking about that I can cover in my weekly update.

h1

MONDAY MORNING QUARTERBACK DIGEST #15

June 18, 2018

Monday Morning Quarterback Marketing Digest. Here are some marketing and research thoughts that could help you this week.

FATHERS TODAY ARE DIFFERENT – Reflecting on yesterday’s Father’s Day, here’s a question for the week: What kind of marketing messages should you be using to target dads today? Well, the modern dad is very different than his father or grandfather. According to several PEW research studies, fathers are taking a more active role in caring for their children and are helping around the house more (I know, it is about time). The number of stay-at-home and single fathers has grown significantly too. Unfortunately, more and more children are growing up without a father in the home. Here are some of the most interesting facts:

Dads, like moms, say parenting is extremely important to their identity (57% dads, 58% moms). Dads also appreciate the benefits of parenthood: 54% say parenting is rewarding all of the time, as did 52% of moms. Meanwhile, 46% of fathers and 41% of mothers said parenting is enjoyable all of the time.

Fathers are spending, on average, eight hours a week on child care – about triple the time since 1965. Fathers also put in about 10 hours a week on household chores, up from four hours in 1965.

Everyone works. Only about 1 out of 4 families (27%) with kids under 18 live in a family where only the dad works. This is a dramatic change from 1970, when almost half (47%) were in families where only dad worked. The share of couples living in dual-earner families has risen significantly and now represents the majority of two-parent families with children.

CONTENT, CONTENT, CONTENT – If you are marketing today, you need content! Whether it is more Facebook posts, more videos, more relevant news releases, or keeping your website updated, creating engaging content is critical. But this can be a time challenge. That is why we are now helping several clients with content. If you need an affordable extra hand, contact us for a quote. Our rates start as low as $200 per month for a helping hand.

BIG NEWS LAST WEEK – Two things happened last week that will dramatically change access and control of marketing to consumers. In fact, I believe that June 2018 will go down as a turning point in consumer marketing.

First, net neutrality officially ended on the federal level. No need to get back to the debate (it’s over), but here’s the bottom line: companies will soon be able to charge different rates for slower or faster access to the internet. Also last week, a federal judge approved AT&T’s $80 billion purchase of Time Warner. For marketers, these two events are monumental.

Controlling access to news and entertainment on all platforms will soon be in the hands of giant corporations, like AT&T. America’s largest pay-tv provider and second-largest wireless operator by subscribers, AT&T will soon be a juggernaut. They will move quickly to the digitization of TV advertising. This means they can marry accurate data targeting–based on information from its cell phone subscribers and TV viewing habits–with premium content. And they can charge different people, different prices to access on any platform.

Comcast, the other big bully (they are the largest high-speed broadband provider in the U.S.), wasted little time getting into a bidding war with Disney for most of 21st Century Fox’s assets. Mark my words, in five years you will all be paying substantially more to reach consumers with your marketing messages.

ARE PEOPLE HAPPY WITH A MORE COLORFUL AMERICA? – One of the things I have notice is that there is very little racial or ethnic diversity in many ads. Sure, they may not live in your community in large numbers, but a majority (58%) of Americans continue to say the U.S. is a better place to live as a result of its growing racial and ethnic diversity. So, showing more diversity in your marketing could be good for business. Of course, diversity as a good thing is impacted by political beliefs according to another PEW Research study.

Most Democrats and Democratic-leaning independents say growing diversity is good, including 78% of Democrats who describe themselves as liberal. A smaller majority of conservative and moderate Democrats (66%) say the same.

Even 47% of Republicans see diversity as good. While positive views among Republicans vary little by ideology, negative views are somewhat more widespread among conservative Republicans than moderate and liberal Republicans.

That is all for this week. Let me know if there are any specific research or marketing questions you are thinking about that I can cover in my weekly update.

h1

MONDAY MORNING QUARTERBACK DIGEST #14

June 11, 2018

Monday Morning Quarterback Marketing Digest. Here are some marketing and research thoughts that could help you this week.

IT’S OFFICIAL – HAVE A BURGER – Last Tuesday, June 5th, the IHOP breakfast food chain — International House of Pancakes — announced on Twitter their plans for a name change to IHOb. Well,  the b stands for burgers (it is official today). Not sure why someone would want to rebrand into a burger joint, but the marketing news here is that they got tremendous media coverage and exposure by using social media for a stupid no news story. Social media is becoming the 24/7 go to media for sharing PR news. Why? Because today most people (93%) say they get some news from social media (see the next story) and you can publish what you like – no gate keepers here.

STATE OF THE MEDIA – Pew Research Center has issued an annual report on U.S. news media since 2004. Their latest report is being released via a series of fact sheets, starting with public broadcasting and digital news. This is quality research and it is worth the time to review. Here’s some of the more interesting findings from their digital news fact sheet:

Roughly nine-in-ten American adults (93%) get at least some news online (either via mobile or desktop).

A slight majority of high traffic news outlets (57%) use apps. However, websites are moving away from apps because most website today are mobile friendly. Is your site mobile friendly?

News outlets are adopting many engagement methods. About eight-in-ten (83%) offer newsletters, and 86% have an official presence on Apple News. A large majority (71%) release podcasts, and 63% allow comments on their articles.

Web news outlets use social media. Nearly all have official pages or accounts on Facebook (100%), Twitter (100%), YouTube (94%) and Instagram (89%). However, only about one-in-ten (14%) have an official channel or account on Snapchat, down about 10 percentage points from 2017.

I could go on and on… but the fact sheet is too lengthy for presenting here. Over the next few weeks, I will be sharing information from them. Here’s a link to the Digital News fact sheets.

WANTING TO SAY THE RIGHT THING – If you are conducting consumer research, here’s a term you should know: Social Desirability. This is when users feel the need to shift their opinion to provide an answer based on societal standards they feel more comfortable with. One of the reasons we review surveys or conduct them for clients, is because we know how to avoid social desirability bias. If you would like more information on this survey danger or other survey challenges, we would be happy to provide it. Contact me.

THE IMPORTANCE OF “NEAR ME” SEARCHES – Google recently shared some facts about the use of “near me” searches. Beyond the typical “restaurants near me” or “gas station near me,” Google is seeing growth in “near me” searches for almost every kind of items. From “cowboy boots near me” to “where to get a facial near me” and “tarragon near me.”

If you want a crystal-clear example of purchase intent, “near me” mobile searches that contain a variant of “can I buy” or “to buy” have grown over 500% over the last two years. These include things like “where can I buy stamps near me,” “places to buy scrubs near me,” and “where to buy vinyl records near me.” Today’s impatient consumers want things the moment they need them — which is typically “now.” Google has also seen more than 200% growth in mobile searches. for “open” + “now” + “near me” (for example, “stores open near me right now” and “pharmacy near me open now”).

The challenge for marketers is to make sure you’re giving people the answers they’re looking for as quickly as possible. This research clearly shows why yellow page advertising is practically dead, especially for consumers under the age of 50.

STYLE OVER SUBSTANCE – As I’ve mentioned, Peter Sage runs a well-written political blog. If you love the world of political marketing, Peter has some interest takes. I found his recent post (Friday, June 8th) on Congressman Greg Walden spot on. Peter points out at that language and tone are more important than political reality. Totally agree. In marketing, what you say is NEVER more important than how you say it to your target audience. This is why research today is so important for shaping messages. Here’s a link to his blog if you want to read more. 

That is all for this week. Let me know if there are any specific research or marketing questions you are thinking about that I can cover in my weekly update.

h1

MONDAY MORNING QUARTERBACK DIGEST #13

June 4, 2018

Monday Morning Quarterback Marketing Digest. Welcome to June! Here are some marketing and research thoughts that could help you this week.

FORGET FACEBOOK IF YOU ARE TRYING TO REACH TEENS. As mention in previous posts, Facebook is now a great way to reach parents and grandparents, but not teens. I mean, why would any self-respecting teen use something that their parents use? Want to reach teens, shift your advertising eye to: YouTube, Instagram and Snapchat. Those are the most popular online platforms among teens. Fully 95% of teens have access to a smartphone, and 45% say they are online ‘almost constantly’… a bit frightening.

According to a new PEW survey, half (51%) of U.S. teens ages 13 to 17 say they use Facebook, notably lower than YouTube, Instagram or Snapchat. This shift in teens’ social media use is just one example of how the things have changed for young people since PEW’s last survey of teens in 2014-2015. For the most part, teens tend to use similar platforms regardless of their demographics, but there are exceptions. Lower-income teens (living in households that make less than $30,000 a year) use Facebook more than those living in higher-income households of $75,000 or more a year. If you want to learn more, click here for the complete story.

SAY YOUR SORRY, BUT DON’T OVER DO IT. The Roseanne and Samantha Bee comments and then apologies, points out that we live in the age of apologies, sincere or otherwise. As reported by the Wall St. Journal, companies are spending millions of dollars to make their mea culpas a part of their ad strategies. Once confined to a full-page newspaper ad at best, apology campaigns from Uber, Facebook and Wells Fargo have expanded from print to digital, billboards and TV.

“The cost of a crisis campaign can now be up to 20 times what it was in 2000,” said Edelman PR firm’s Harlan Loeb, global chair of crisis (can you believe they have a title like that?). Facebook had spent $30 million on TV commercials. But there is a danger of apology fatigue. So, yes, tell consumers you were a jerk, but then move on.

ARE PUBLIC OPINIONS BASED ON FACT OR FICTION? In my marketing book, I point out that public opinions are created by events. People simply do not have an opinion on most things until something happens (an event) and then they form opinions. But in this age of fake news, does that event have to be real? No.

For example, there is simply no truth to “Spygate,” the President’s belief that someone was planted as a spy in his campaign. Yet, by just making a public accusation (the event), most people now have an opinion on it. Public opinions of men that have been accused of sexual misbehavior have changed because of the charge (the event), not necessarily the facts. Another example, accepting refugees. A PEW study shows that half of Americans (51%) say yes we should accept refugees. However, 62% of Republicans say no and 74% of Democrats say yes. Today, public opinion is being created by the 24/7 partisan stories shared on social media. That is why researching people’s opinions today is far more challenging. It is also why we are doing far more awareness and opinion studies for clients. If you need to know what your customer things of you, we can help.

That is all for this week. Let me know if there are any specific research or marketing questions you are thinking about that I can cover in my weekly update.

h1

MONDAY MORNING QUARTERBACK DIGEST #12

May 29, 2018

Monday Morning Quarterback Marketing Digest. Happy Memorial Day Weekend! Here are some marketing and research thoughts that could help you this week.

IS FACEBOOK A GOOD MARKETING TOOL FOR YOU? – Today, most businesses have a Facebook (FB) page. Here are three questions you need to answer YES to, if you want to use Facebook as a marketing tool.

(1) Is your company ready for social engagement? – Facebook is a customer engagement tool. It is social media, which means users want a personal connection to your company and what you are doing. Your fans will see your page as a reflection of you, the company, not an advertising space. Can you share relevant and interesting tidbits often? If you hardly ever post, your customers might think you don’t care about them. And if you are facing a PR issue, you can bet your customers will post on your page – and elsewhere, too – about it. If you don’t have the staff or tools you need to respond in a timely way, Facebook is not for you.

(2) Do you know your customer? – Various studies have revealed that people spend a lot of time daily on social media: YouTube (40 minutes), Facebook (35 minutes), snapchat (25 minutes), Instagram (15 minutes) and Twitter (1 minute). Kids and teenagers spend 6-8 hours a day on social media (texting is number one). Interesting, as parents and grandparents have joined the Facebook generation, the under 30 group has shifted to other social media. But are your potential customers on Facebook? That is why every company needs to conduct customer research to know the social media habits of their customer base. We can help do this.

(3) Do people want engagement with your company? – Some industries are ideal for Facebook marketing. Travel and Leisure is one of them. People love to travel and they love sharing experiences on social media. But other industries like plumbing and banking are not good FB candidates. Do you really want more social connection with your banker or your plumber? A simple way to judge your engagement potential is to check your FB Likes. Are they growing? Likes, introduced in 2009, are not as valuable as they once were (I will cover this in a future post), but if your Likes are not growing, Facebook might not be the tool for your business. Sure, FB can be a useful online informational platform for you, but it won’t be a proactive marketing tool.

Have questions or need help with Facebook? We can conduct the research needed to discover your customers’ social media habits and we can also run your FB campaign. Let us know if you need help.

ARE YOU PART OF THE LOST GENERATION? – In an examination of household wealth, researchers have defined people that were born in the 1980s as the “lost generation.” For the analysis, Federal Reserve Bank of St. Louis researchers estimated typical life cycle wealth trajectories using the 1989 through 2016 Survey of Consumer Finances. Two stories emerged, and only one had a happy ending.

Here’s the story with the happy ending: By 2016, the net worth of older Americans (born in the 1930s, 1940s, and 1950s) had recovered from the Great Recession (2008).

Here’s the other story: By 2016, the net worth of younger adults (born in the 1960s, 1970s, and 1980s) had not recovered. Those born in the 1960s were still 11% short of their expected net worth in 2016. Those born in the 1970s were 18% short. Those born in the 1980s were 34% short.

Housing debt explains the shortfall for the 1960s and 1970s cohorts. But few in the 1980s were homeowners during the housing bubble, so the shortfall is caused by other types of debt – student loans, auto loans, and credit card debt, said the researchers. There is still hope. People born in the 1980s have higher educational attainment and many years to catch up. But, the report concluded, “the 1980s cohort is at greatest risk of becoming a ‘lost generation’ for wealth accumulation.”

WHY CAN’T WE ALL GET ALONG? – It has a lot to do on where we live. In our research studies we have found that people that live in urban, suburban and rural counties see the world far differently. A new PEW Research survey also found that most urban and rural residents feel misunderstood by those who live in other types of communities.

While classifying counties as urban, suburban and rural is useful in helping understand how the country is changing, it’s important to keep in mind that there is a great deal of diversity within community types. To understand how these changes are playing out in your own community, you can use PEW’s interactive feature on their research, which has data on the nation’s 3,142 counties and county equivalents (such as parishes and independent cities). It is a fun bit of research to look at, click here

That is all for this week. Let me know if there are any specific research or marketing questions you are thinking about that I can cover in my weekly update.

h1

MONDAY MORNING QUARTERBACK DIGEST #10

May 14, 2018

Monday Morning Quarterback Marketing Digest. Here are some marketing and research thoughts that could help you this week.

DEADLINE NOW: COOPERATIVE MARKETING STILL SAVES MONEY – I strongly believe in co-ops as a cost-saving marketing tool: i.e. the idea that a group of companies share the cost of marketing to increase their exposure (bigger ads, more impressions, greater reach) for a fraction of the cost of running their own ads. I am closing three digital co-ops this week: An online video campaign focusing on Oregon’s Willamette Valley and two native ad campaigns focusing on Oregon and California (you pick the markets in each one that best meets your needs). Campaigns will launch this month. Call or email me today for details and pricing (541-488-4925 or Mark@dennettgroup.com).

ARE YOU READY FOR DEMAND PRICING? – Demand-based pricing, also known as customer-based pricing, is a technology-based pricing system in which prices are altered for different customers, depending upon demand and their willingness to pay. The Oregon Shakespeare Festival shifted to a demand pricing model a few years ago (i.e. tickets are more expensive for popular shows on the days where there is most demand, but cheaper for other shows and days). Airlines and lodging have used this model for decades. Is there any limit to demand pricing? Perhaps not. Spirit, one of the worst “bare fare” airlines in America, is installing wi-fi in its fleet by summer 2019. The cost will be around $6.50 per passenger with the exact price rising or falling depending on the popularity of the route.

Is it time for you to look at demand pricing? Might be a good discussion for this week. We can help you explore with research to see how willing your customer base is to accept demand pricing.

DO YOU NEED A CUSTOMER SERVICE TUNE UP? – I just finished updating my popular customer service workshop. If your team needs a re-fresher, cost is as low as $20 per person. Let me know. Here’s a link to more information on my current talks.

IS SEARS DYING BECAUSE SOMEONE COPIED THEIR APPROACH? I found this msn.com story on the rise and fall of Sears interesting because it shows that somethings haven’t changed much. In the mid-1880s, Richard Sears and Alvah C. Roebuck, both in their twenties, decided to compete with brick and mortar businesses by creating a mail-order catalog. Sure, they added retail locations over the next 100 years, but their brilliance was making it super easy for anyone, anywhere, to shop. There really isn’t any difference between mail-order and online as a business model: both made shopping for anything easier no matter where you live. So, why is Sears failing? This story shares the reasons if you are interested.

WHAT DIVIDES AMERICA? – Tomorrow is election day in Oregon, so, I thought this story from USA TODAY would be of interest. If you want to meddle in an election via social media, what is America’s rawest political division?

USA TODAY reporters reviewed each of the 3,517 ads that were created by the Russian-based Internet Research Agency designed to impact the 2016 Presidential election. While ads focused on many topics, most were designed to inflame race-related tensions. A University of Wisconsin-Madison researcher who published some of the first scientific analysis of social media influence on campaigns said the Russians were attempting to destabilize Western Democracy by targeting extreme identity groups. If you are a political junkie, you can read more here.

That is all for this week. Let me know if there are any specific research or marketing questions you are thinking about that I can cover in my weekly update.

h1

MONDAY MORNING QUARTERBACK DIGEST #2

March 20, 2018

Monday Morning Quarterback Marketing Digest. Each week I highlight market research that could make your marketing efforts stronger.

IS THERE A DANGER IN PLAYING FACEBOOK QUIZZES? Yes, those harmless quizzes are a research data gathering tool. The hot news item this week is that Facebook has suspended Cambridge Analytica, the data firm used by the Trump campaign, after finding that it improperly harvested data. They got the data from Global Science Research, which used a personality test to collect info from you and your FB friends — some 50 million profiles overall.

Now there are legitimate research firms trying to create online research panels. We are developing one for Southern Oregon – check it out www.DCGResearch.com. But they will be very upfront and will require an opt in.

ARE YOU OVERLOOKING OLD FOLKS? According to Phocuswright research, millennials are the current focus of most travel marketing. They are an adventurous demographic that seeks authentic experiences. However, they are price-sensitive and brand-agnostic; millennials like to shop around and find the best deals.

Do not overlook baby-boomers (people born between 1946 and 1964). They are still spend more money on travel. Unfortunately, our research shows that most travel websites are being designed by millennials for millennials. Many are just not user-friendly for older travelers. Want to know if your website is baby-boomer friendly. We can tell you.

ARE YOUR CUSTOMERS CONSTANTLY ONLINE? Yes, according to a PEW study that revealed that 26% of U.S. adults go online “almost constantly,” up from 21% in 2015. Younger adults are at the vanguard of the constantly connected. Click here to read more.

ARE YOUR CUSTOMERS CONSTANTLY ON THEIR CELL PHONE? Yes, again, more than ever. A 2000 Gallup survey showed cell phone ownership at 50%. Now look at it. Virtually everyone under 50 owns a cell phone. Gallup believes that the introduction of the smartphone in 2007 turned cell phones into an essential tool of modern life.

Percent owning a cell phone in 2018
Total adults: 95%
Aged 18 to 29: 100%
Aged 30 to 49: 98%
Aged 50 to 64: 94%
Aged 65-plus: 85%

IS INSTAGRAM MARKETING DECLINING? Yes, because a new algorithm shift has taken millions of viewers away, according to social media stars and companies interviewed by Business Insider. The news comes weeks after Instagram-parent Facebook announced its decision to reduce the number of posts from publishers that appear in its news feed. Remember, when you rely on social media marketing, someone else controls your marketing! That’s why you can’t focus 100% on social media.

Thanks for reading. If you have any research or marketing question, let me know and I will try and cover them in my weekly MMQB Marketing Digest posts.

h1

FACEBOOK: THE RUNAWAY SOCIAL MEDIA LEADER

March 25, 2015

As I mentioned in my last post, Google is the King of search. But Facebook is by far the dominant social media used by adults. That is why constant Facebook posting and advertising must also be part of your marketing strategy.

According to a survey by Pew Research Center, among adults that go online 71% use Facebook. And these adults use Facebook daily: 70% report checking the site every day. The use of Facebook far exceeds the use of other social media sites: 28% use LinkedIn, 26% use Pinterest, 26% Instagram, and 23% Twitter. No wonder Twitter is in a tail spin.

That is why I focus primarily on Facebook when promoting the tourism website I run: Crater Lake Country. Who are you reaching when you advertise on Facebook? All age groups. Here’s the percentage of online adults who use Facebook by age:

87% – Aged 18 to 29
73% – Aged 30 to 49
63% – Aged 50 to 64
56% – Aged 65-plus

One fascinating stat: Adults 65 or older now exceed 50% for the first time, up from 35% in 2012. You can credit those kids and grandkids for hooking these older users. I mean, how are you going to know what the kids are doing?

h1

FACEBOOK IS NOT THE BIGGEST SOCIAL MEDIA

February 24, 2014

Yes, you should have a business Facebook page. But a report by MediaPost (Joe Mandese) points out that Tynt, a start-up that created a way to track what content is so important to us that we share it with others, has discovered that Facebook is not the social network. In fact, Facebook, Google+, Twitter and every other social networking site or app combined don’t even come close to the No. 1 way we share online.

Email. It represents more than 70% of all digital social interactions. OK, I know I talked about this a lot, but you need to make sure email marketing is part of your tools for 2014. Sure, poorly executed email campaigns act and look like spam. newsletters, offers, and just quality email communications with your customers and potential customers will pay BIG DIVIDENDS.

Contact me and I will provide a free, no cost, no obligation, review of your email marketing opportunities. You have nothing to lose but customers.