The ADMA October Lunch n Learn will feature Eddie Mendez, Brand Strategist, at Google, who will be covering the topic of Getting Engaged… With YouTube! – ‘How to drive brand engagement with your consumer through YouTube’.
From Van Damme’s epic split to the harlem shake, YouTube is where today’s culture is created, mashed up and shared. Join us at the next ADMA Lunch n’ Learn to find out more about how brands like Red Bull are using YouTube to create meaningful connections with their audience and how your brand or agency can win the moments that matter. Sessions will include:
- From Pepsi to Red Bull to YouTube – My story
- Why engagement matters and the always-on consumer
- YouTube: An engagement driving force
Understanding Facebook statistics in Australia, and Facebook user patterns is vital. With it becoming increasingly difficult to stand out from the crowd on the popular social media platform, an in-depth understanding of Facebook statistics might give you a completive edge. Understanding Facebook statistics is a bit like using a megaphone; it will amplify your voice, and help you stand out from the crowd.
Facebook Statistics Worldwide
To kick off our crowd-pleasing, social-media-audience-engaging expose on Facebook statistics in Australia, we thought we’d first take a look at Facebook Statistics worldwide, including what lessons can be gleaned from each.
Facebook Statistic #1: Each month, there are more than 1.23 billion active Facebook users (Source: Facebook). That is equivalent to approximately one-sixth of the world’s entire population. Combined, those 1.23 billion users have over 201 billion friend connections and have clicked ‘like’ 3.4 trillion times (Source: ABC).
Lesson #1: Just in case you still weren’t entirely convinced that you should have a Facebook page for your company, these statistics should be unequivocal evidence. Beyond a shadow of a doubt, Facebook is simply too big, too far-reaching and too popular to ignore. If you don’t already have a Facebook presence, jump on it. Now!
Facebook Statistic #2: According to Facebook, as of January 2014, 757 million people log on to Facebook every single day. That is a 22% increase compared to the same time last year.
Lesson #2: Facebook users are regularly active. So, you need to be regularly active as well. You need to be updating your status regularly. You need to be commenting on (or at the very least liking) questions and posts regularly.
Facebook Statistic #3: According to Facebook, as of March 2014, there are over 1 billion (that’s right, 1 billion) active mobile users every month.
Lesson #3: While Facebook itself already does the majority of the work for you, it’s still important to consider mobile responsiveness (including the mobile responsiveness of any media that you include or any websites that you link to) in everything you do on your Facebook page. Consider how every image will look on a mobile phone screen, how status updates will display, how your main banner image will appear.
Facebook Statistic #4: The peak for Facebook traffic is mid-week (Tuesday, Wednesday and Thursday), between 1pm and 3pm. Facebook traffic starts to build from about 9am, and after 4pm, traffic slows right down. Interestingly, on Thursdays and Fridays, audience engagement is 18% higher than any other days of the week (Source: Bitly Blog).
Lesson #4: The time of day that you post your status updates can affect your engagement enormously. Given the statistics above, it is best to wait until at least 11am before posting anything, and capitalise on the mid-week, 1pm to 4pm window. During these times, you will capture the greatest amount of available traffic.
Facebook Statistic #5: There were more than 7.5 million promoted posts between June 2012 and May 2013. (Source: Facebook)
Lesson #5: There is nothing wrong with partaking in a little advertising via Facebook. The Facebook statistics show that plenty of others, including your competitors, are paying for promotional opportunities. Sometimes, the only way to stand out from the crowd is to pay for the privilege.
Facebook Statistic #6: According to iStrategy Labs, the 25 to 34 year old bracket is the most common demographic for Facebook users. It is interesting to note that 3.3 million American users aged between 13 and 17 years old have left Facebook since 2011, as well as another 3.4 million 18 to 24 year olds (Source: iStrategy Labs).
Lesson #6: If the 25 to 34 age bracket is your prime demographic, and you haven’t already got a Facebook presence, get a move on!
Facebook Statistics in Australia
Unfortunately, Facebook does not release too many detailed user statistics, particularly for segmented market shares (like Australia). What Facebook has disclosed is that approximately 81% of all Facebook users are located outside America and Canada.
So, to provide more specific, targeted statistics for the Australian market, we have done a wee bit of investigative journalism, and come up with the following Facebook statistics for Australia. Do with them what you will.
Facebook Statistic #1: Over nine million Australians use Facebook every single day (Source: ABC). When extrapolated to a monthly basis, this figure increases to 12 million users.
Lesson #1: Australia only has a population of 22.8 million people. That means that 52.6% of Australians are actively using Facebook every month. As a business owner, or marketing professional, can you really afford to ignore a communication platform that regularly reaches more than half of Australia’s population?
Facebook Statistic #2: Of the nine million Australians who use Facebook every single day, 7.3 million log in via mobile (Source: ABC).
Lesson #2: The very large majority – 81% in fact – of your audience is accessing your Facebook page via their mobile phone. As mentioned in lesson #3 above, the user experience implications of this cannot be ignored. In Australia, it is even more important that you optimise all your Facebook content for mobile viewing.
About Sally Wood
Sally is the Chief Wordsmith at Wordly: a full-service copywriting, content marketing and public relations agency in Melbourne, Australia. Having worked in marketing, communications and public relations roles for over ten years, Sally is well-versed in just about every aspect of message delivery. Her professional experience includes: copywriting for web, social media and print publications; marketing and public relations campaigns that deliver growth and improve brand awareness; and internal stakeholder communication programs that improve employee engagement. For more information about Wordly’s range of services, visit: www.wordly.com.au.
Earlier in the year we shared with you our article on Marketing Predictions for 2013. We reviewed some local and international marketing predictions and trends from industry leaders and experts and it may come as no surprise, they were pretty much spot on. Just in case you missed it, here’s a little wrap of the year that was 2013 (in terms of marketing at least).
We Embraced a Digital Life
- A year is a long time in the world of digital marketing. We’ve put together a couple of highlights for you. Google changed its algorithm (again) pulling in more factors than ever before. Quality content was all the rage, distributed via the usual social media channels. Mobile usage grew, as did Google+, online advertising spend and location-based marketing.
- Mobile use grew. Exponentially. Over 2 billion mobile phones were bought this year. And over 50% of people confirmed that they use their mobile phone as the only means of accessing the internet. 71% of smartphone users accessed the internet on their smartphones daily (up from 56% in 2012). Not surprisingly, approximately 189 million Facebook users declared they were mobile-only users and 30% of all Facebook advertising revenue in 2013 came from mobile ads.
- Everyone got touchy-feely. Tablet device ownership exploded. A third of households now own tablets, with this expected to rise to 50% by the end of 2014. And by 2015, more tablets will be sold than computers. As a result, marketing industry experts continued to design websites and advertising campaigns tailored to tablet-users.
- And then watched videos. With the explosion of tablet ownership, online video consumption increased in 2013. 100 hours of video was uploaded to YouTube every minute this year. Surprising, consumers are 27 times more likely to click through online video ads than standard banners.
- Online advertising was a winner. Digital ad spend increased by 17% this year. This looks set to continue, with digital video advertising spending expected to double to $4.2 billion in 2014 and $8 billion by 2016.
Content was King
- Content marketing went viral. Over US$120 billion was spent on content marketing, video marketing, and social media in 2013. With good reason. Research has found that blogs give websites over 430% more indexed pages and 97% more indexed links. And, 90% of clients think custom content is useful, with 78% believing that companies with tailored content are interested in building a solid relationship with them. Best of all, it generates three times as many leads and costs 60% less than traditional forms of marketing. Our advice: get on board in 2014 (if you haven’t already).
- Social media became vital. Social media is now a necessity, not a luxury. In 2013, social media became even more vital to online marketing and customer engagement. A survey of over 850 American companies found that 92.5% of companies have a dedicated, full-time employee for social media.
- Google+ became more popular. As you might expect, Facebook is still the most popular social media network. Google+ isn’t too far behind though; 2013 saw Google+ increase market share to 50%. Keep in mind though; one must create a Google+ account when creating a Gmail account. This skews the data somewhat. Chances are, there are a lot of unused Google+ accounts out there in cyberspace, however many savvy brands are well and truly on board with Google+.
Customers Were the Focus
- Engage. Engage. Engage. That was the mantra for marketers in 2013. We all did our best to deliver marketing programs that engaged, entertained, informed or educated our audience. One of the top campaigns in Australia for 2013 was Metro’s ‘Dumbest Ways to Die’ campaign. This was all about engagement. Not only were there radio ads, but there was a film clip, an app, a game and a Tumblr blog. All designed to engage (and educate), via a variety of platforms.
- WIIFM. Not familiar with this particular acronym? Marketing in 2013 was all about answering ‘What’s In It For Me?’ for clients. If you missed the boat in 2013, get on-board for 2014.
Stay tuned for our 2014 marketing predictions coming soon!
This week Simon O’Day, Vice President Responsys Asia Pacific got in touch with us to share with us a snapshot of how Australian marketing budgets are being spent in 2013 (see infographic below). The data is from the Responsys global annual Marketing Budgets report conducted in partnership with Econsultancy.
It is not surprising that 71% of companies are planning to increase their digital marketing spend this year. However, it was interesting to see that one of the largest challenges to further digital investment was actually company culture. We decided to ask Simon a few more questions about the interesting findings from this report and where marketers with limited budgets should focus their attention.
It is surprising to see that a third of marketers find company culture a challenge to further digital investment, why do you think this is? What advice do you have to these marketers to try and combat this?
The Responsys Big Australia Report outlined that a lot of digital experts don’t see the right level of leadership and direction from their bosses. When you mix that with company culture the future can feel bleak. My suggestion is – ask your leadership team what their vision is for developing a more customer centric focus with more automation and digital engagement. Then ask how they see this as a business and revenue growth driver. If they cannot clearly articulate an answer – get on LinkedIn and start looking for a new role where this vision is answered by a leader. The simple truth is that the lag in new technologies and digital success is from a lack of leadership. With the advent of SaaS technology, the argument about not being able to afford sophistication is simply not valid.
You mention digital investment in email marketing is increasing (engagement/retention 65% and acquisition 60%), are there any common mistakes that you see marketers making when it comes to email campaigns?
Mass marketing is the biggest mistake a marketer can make. As budgets continue to grow, marketers continue their quest to scale to the masses by increasing the volume of emails they are sending. Marketers have lost sight of the consumer becoming engrossed with sending campaigns. Today’s consumers are savvy and demanding a new kind of relationship – they have much higher expectations of how they want you to engage with them.
Some of our readers have limited marketing budgets or are beginners when it comes to digital marketing, did you have any advice for them on where to focus their attention?
Limited budgets continue to challenge marketers in Australia. As the Responsys Big Australia Report points out, the majority of marketing departments are constrained by staff and budgets. Regardless of how large or small your marketing budget is – the same principals apply. To be successful, companies need to move from sending communications via a single, siloed channel in an ad-hoc manual fashion to using more automation and better targeting. Successful marketers will be those who dedicate resources towards forging real, individual relationships with consumers. For example, automated marketing programs can overcome the need for IT driven system messages for communications like purchase receipts or welcome messages. Using an interactive marketing platform can turn one-off siloed emails into sophisticated, reportable automated programs.
Marketing.com.au would like to thank Simon for taking the time to answer our questions and also for sharing this interesting snapshot with us.
Please click on the infographic below to view a larger size.
We are currently witnessing societal and business change not seen since the industrial revolution. The combination of mobile phones, the internet and social channels are revolutionizing every aspect of our lives.
Within this brave new world where the customer is ‘front and centre and totally in control’ in terms of what and how they want to be engaged, we need to re-evaluate the traditional means of communication with current and potential customers when it comes to the online environment.
Social Customer Relationship Management (SCRM) businesses have the ability to combine social media engagement with customer relationship management. For savvy businesses looking to capitalise on the next stage in the social/ technology revolution, SCRM is the next frontier. (more…)
This week, Facebook announced their new search tool that will soon become available called Graph Search. If you don’t know much about Graph Search yet and what it could mean for marketers, we thought we’d take a few minutes to review and discuss the implications.
Facebook’s Graph Search will be an all new way for Facebook users to explore the popular social media site. The search results will be unique and relevant to each user, filtered by their page, their network and any publicly posted content on Facebook. Personalised privacy settings will remain the same, however, it’s probably a good time for users to review their settings and posted content to avoid embarrassment. Graph Search will enable Facebook users enter search phrases to:
- Find people. Search their friends based on profile information. For example, find friends from a particular workplace, special interest group or who live in a particular city.
- Find photos. Users can search for photos that they have been tagged in by typing in a phrase ‘Find photos of me’ or perhaps photos their friends have been tagged in ‘Find photos of my family’. Users can even search for photos they have previously liked and get an instant selection of their favourites.
- Find places, interests and businesses. By typing in phrases like ‘Restaurants my friends visit in Melbourne’ or ‘Business pages my friends like’, users will be able to quickly source information that comes with the added bonus of being vetted by their friends.
So what does all this mean for marketers? Well, first and foremost if your business doesn’t have a Facebook business page then it’s time to get with the program. There is no time like the present. Visit https://www.facebook.com/about/pages. If you already have a Facebook page, when was the last time you updated it? Or posted on it? Your Facebook business page is valuable real estate than needs regular TLC.
Secondly, the upcoming launch of Graph Search provides yet another reason for marketers to focus attention on customer engagement and creating positive brand experiences, not just online but offline. The importance of ‘earned media’ has certainly gained significant traction in recent years. In fact, in a 2012 Global Trust Survey, Nielsen found that 92% of consumers trust earned media (e.g word of mouth and recommendations from their friends and family) above all other advertising such as TV and radio, an increase of 18% since 2007.
As the world of social media continues to expand and evolve at such a rapid pace, businesses can’t afford to waste valuable time. Those that have a focus on ‘earned media’ and who develop ways to build stronger customer relationships, will have the competitive advantage. Perhaps a good starting point is to review some of the basic business hygiene factors like customer service, price, quality, availability etc. and then investigate ways to innovate, surprise and delight customers. By creating a reason for customers to keep coming back, they’ll soon spread the word bringing with them friends and family and sharing the social love for the business online (e.g liking a business’s Facebook page). Graph Search then becomes directly beneficial for businesses, as it helps to increase exposure with the added benefit of endorsements/recommendations from Facebook friends.
Facebook will be launching a limited beta version of Graph Search, which will be tested amongst a selection of applicants for feedback and further refinement before it is officially released. If you’re keen to trial it sooner rather than later, you can join the waiting list now http://www.facebook.com/about/graphsearch#signup.
We also came across this short introductory video to give you a taste of what’s to come with Graph Search.
We attended the Salesforce Cloudforce Essentials day in Melbourne yesterday and we wanted to share with you some of the interesting discussions from the day. Salesforce recently launched Marketing Cloud™ which is a collection of cloud based marketing services to make both internal and external marketing communications easier to manage and be more effective.
Derek Laney who is the Director of Product Marketing Management at Salesforce gave a presentation yesterday called “Introducing The Marketing Cloud” which we really enjoyed.
Even if you are not interested in using their cloud based platform there were still some great points raised about how we need to engage more with customers, integrate our marketing efforts both online and offline and also measure our performance so we can continually improve and find new opportunities. You might also be interested to check out our article on using Inbound Marketing In Your Marketing Mix where we also discussed the importance of customer engagement.
There were three key take outs we wanted to share with you that we took note of from Derek’s presentation:
- Improve customer engagement via social channels for increased return on investment – Business is now more social so it is more important than ever to align social goals with our business goals. In Derek’s presentation he talked about the real opportunity for marketers to listen to customers in real time and to build and engage with them.
- Streamline and intergrate both offline and online marketing – While social is exciting it has certainly created chaos for marketers. There’s social media, PR, messaging, marketing, community management, creatives, media, eCommerce, digital etc. We need to find ways to better streamline marketing efforts across multiple platforms. Derek then shared with us how Salesforce’s new Marketing Cloud™ helps to turn insights into actions and connect with customers for life.
- Measure and report on your data – We all know how important it is to not only look at our brands performance but also our competitors. We need to listen, analyse, engage and then also measure and report on how we are performing so that we can better develop insights and key strategies. There is a wealth of customer information we have right at our finger tips, we just need to find ways to better utilise this data.
If you are interested in finding out more, check out Derek Laney’s presentation slides. Thanks to Derek for a great presentation and for sharing this with us. You can also follow Derek on Twitter @derektweets.
There is a rapidly increasing trend of social platforms and tools being used internally (not just externally) within organisations. This was actually one of the hot topics discussed at the Mashable Social Media Day 2012 Unconference Melbourne held at Inspire9 this past weekend.
Long gone are the days of the basic company Intranet with different company areas and static documents. Sure, everyone has a company Facebook page and Twitter account, but are you really connecting to your customers and clients? Are you even connecting with your colleagues? Companies are getting social, so get with the program!
We’ve come across a few interesting social platforms we’d like to share with you to help you better utilise and engage your team and connections.
Yammer is a private company social network where you can securely collaborate across departments, countries, content and applications. It is a very popular enterprise social network tool and is actually used by over 200,000 companies around the world.
Some of the great features of this software include:
- Great platform for the company to collaborate, share knowledge and ask questions
- Improved visibility across the organisation to engage employees
- Ability to share content by posting to team workspaces and editing in real time
- Connecting and collaborating with customers and other partners
- A flexible administration so you can customise and control your network
There is a basic network you can join for free to test Yammer out for yourself. There are some great paid packages for more functionality.
Spigit are a leading global Social Enterprise company and the minds behind Icon, the free private crowd sourcing platform. It’s a great way to generate ideas and innovate. It also offers intergration with Yammer.
Got a burning question you’d love answered? Don’t have the budget to do research? Well with Icon, you choose who you want to engage on the platform and you can leverage their creativity, ideas and feedback to make better decisions and truly innovate.
You get the flexibility to create a crowd or community that you want to interact with. You then set up challenges by asking a question to the crowd. The crowd will post their ideas and then vote on the best one. People are incentivised to participate with a point system for challenges and participation.
Icon is free to use and Spigit also offer SpigitEngage which is a more comprehensive enterprise platform that enables end to end innovation management.
Tip: the more people you invite to participate in your crowd the more useful you will find this platform.
Chatter is a trusted employee social network designed by Salesforce. It enables businesses to become more social and encourage greater collaboration anywhere around the world in real time.
Some of it’s great features include:
- Chatter messenger feature where you can have private or group conversations
- News feed so you can see what’s going on
- Social intelligence to recommend relevant people, groups files and records
- File sharing so you can securely share documents and track versions
- Create groups so you can easily share information, collaborate on documents and work more productively
- Create Workflow approvals
- Integration within SharePoint
Salesforce have a free trial version that you can download and test out for yourself and there is also a paid option with the full suite of features.
Have you ever sat through a boring performance appraisal and just thought ‘What’s the point?’. Well you’re not alone. Rypple offers a new way to look at performance management and is a great solution offered by Salesforce.
The web based platform helps companies to improve their performance through key features including:
- Social goals to improve collaboration
- Coaching and ability to create private shared spaces
- Fast and frequent feedback rather than waiting for a meeting or review
- Recognition with thanks and custom badges
- Performance summaries to make performance reviews more relevant
These great features mean that team members know where they stand and can be accountable for achieving their goals.
There is a basic free plan so you can trial it for yourself and there are paid plans with more features if you find it’s what you’re after.
We hope that you’ve found some of these suggestions useful. If you’ve had experience with these social tools or any others, we’d love to hear from you below.
In 2011, 80% of businesses in America with over 100 employees will use social media marketing. Compared with two years ago, when only 42% of companies were using social media, this is an enormous change (source eMarketer). As more and more people adopt the use of social media in their daily lives, marketers are being forced to recognise the potential of this communication tool and integrate it into the marketing mix.
Social Media is one of those mysterious (and slightly scary) terms in the world of marketing. When Facebook exploded on the world stage, followed not long after by Twitter, all those ‘slow adopters’ buried their heads in the sand and hoped (or in some cases prayed) that it would quickly evaporate. Surely this was just another passing Gen-Y fad? No such luck.
Social media has changed the way advertising and marketing is rolled out: bombarding customers with endless two-for-the-price-of-one email deals creates short-term leads but does not ensure long-term success. Social media allows two-way communication with potential customers and can generate online conversations about your brand between customers. So how do you integrate social media into your marketing mix? Make social media part of everything you do; social media is more than just another marketing tool.
It would be really easy to just create a Facebook page, update it perhaps once a week (or every other week if I’m busy). That’s social media isn’t it? Not quite. Consumers do not participate in social media so that marketers have another vehicle to deliver their two-for-the-price-of-one spam. Consumers want to communicate with other people, connect with their friends, their family, and gain an insight into the people behind the brand that they know and love. Marketing through social media marketing should enable this connection. It should create an actual, real relationship (and conversation) between the brand and the customer.
We’ll let you in on the secret to social media: draft, discuss and then implement a social media strategy. It can be a component of a marketing strategy or a stand-alone strategy. It’s up to you. But just make sure that you have one.
Choose a couple of key social media vehicles (those most relevant to your customers or audience). There is no need to use every social media vehicle. Unless you have unlimited resources, you will end up spreading yourself thin and doing all social media badly instead of a couple extremely well. There’s no point in having a half-baked blog, Facebook page, Twitter account and RSS feed. You are better off just having a top notch Facebook and Twitter account. Choose carefully though. Ask yourself: Who is my ideal customer? How and what do I want to communicate with them? Which social media vehicle will be most effective to do so?
Before you update your status, upload that photo or decide to tweet, think about how that action will be improving your brand. Social media is like a giant, expensive, online advertising campaign. As soon as you publish something online, it is visible to the whole world. If you wouldn’t want it on a billboard in Times Square, then don’t post it online. Every social media action should build the strength and value of your brand. It should not just be another excuse for verbal diarrhoea. Even if you are the CEO of IBM, no one cares what you ate for breakfast. And remember, social media should always use your logo, company colours, relevant pictures and any other branding vehicles available, just as advertising would.
Social media does have its limitations though. If your company has no brand recognition to start with, social media won’t really help. You can utilise social media to increase brand recognition, but not to create it. A Facebook page won’t win over new customers.
You can use social media as a vehicle for communicating with customers (particularly younger, Gen Y customers) or for retaining existing happy customers. But if your customers aren’t happy with your product, daily Facebook status updates will probably upset, rather than impress them. If your brand, product or customer service isn’t 100%, it’s probably better to work on business operations and improvements before venturing into the world of social media.
As with any marketing activity, you need to be able to determine how effective social media as well as calculate its Return on Investment. To fully understand the effectiveness of your social media marketing campaign, it is best to use both internal and external systems of measurement.
Internal measurement is much easier to gauge. It includes how many Twitter followers you have, how many friends on Facebook or how many people ‘liked’ your last status update. While all these elements will give you solid, quantitative evidence (your accountant or CFO will like these), they won’t tell you whether a social media campaign is actually working, or whether your key messages are being heard (and understood or acted upon) by your audience.
Don’t get discouraged though, this is the same of an above-the-line advertising campaign. You can run all the television advertisements you like (with information from the TV networks on viewer ratings and audience breakdown) but, how do you know that your target audience isn’t in the kitchen making a cup of tea during the ad break?
As such, you need to couple internal measurement with external measurement tools. External measurement is a bit trickier to gauge. It includes website traffic and customer enquiries. You know when companies ask how you heard about them? Well, this is why. They are trying to get an understanding of which marketing methods work best for their brand. If sales haven’t increased, then whether you have two or two million Facebook fans is irrelevant.
Marketing.com.au would like to thank Sally for her time and for sharing this great article with us.
About Sally Wood
Having worked in marketing, communications and public relations roles for over ten years, Sally’s past life includes a plethora of activities, some of which even she can’t believe she was lucky enough to try her hand at. There was the development and implementation of internal communication programs for burly construction contractors; PR campaigns to launch The Simpson’s products (which just happened to involve carting life-sized Simpson figures around the country); people (and media) wrangling at Flemington’s birdcage for high-profile clients during the Melbourne Cup Carnival; CSR program design, implementation and GRI-accredited reporting; and, most recently, copywriting and internal stakeholder relations in a most serious corporate environment. Somehow, in the midst of all that, she also managed to get stuck into some study, undertaking a Bachelor of Arts / Law, completing a Postgraduate Bachelor of Letters in Public Relations and Journalism and recently starting an MBA.