Enterprise Irregulars (blog) | Social media marketing maturity Enterprise Irregulars (blog) If that's all you read you might believe that everything we've thought and acted upon involving social media marketing was wrong; however, it's not, though the research clearly signals that we have to adjust our thinking. Back before there was ... |
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Social media marketing maturity - Enterprise Irregulars (blog)
Kristina: What does snapchat offer that brands need to understand?
Frdric Charles Petit, CEO and Founder of Toluna: Snapchat is becoming an increasingly important platform for brands to connect with younger consumers. There are several features that allow brands to push content out to users and it is critical that marketers understand how to use these features to engage their targeted audiences. Brands can leverage Snapchat Discover, geo-filters, and custom profiles, but not all features will help brands to engage with all Snapchat users equally. For example, our data shows men are more likely to use Snapchat Discover (50 percent vs. 40 percent of women) and older snapchat users are much less likely to view any kind of branded content (45% of baby boomers have not viewed branded content vs. 31% of millennials) It is essential that marketers dive deeper into the platform's demographics to understand these differences and build their strategy.
Kristina: What are the drawbacks to Snapchat and similar platforms?
Frdric: All platforms of consumer communication present their own unique challenges. Social media platforms in particular have a tendency to go through quick-paced changes, and often go in and out of style faster than marketers can adapt. Snapchat is not yet as ubiquitous as Facebook or Twitter, but there are substantial benefits to connecting with consumers in a more human way via Snapchat that brand managers cannot ignore.
As I mentioned, our research uncovered distinct differences between how different genders and populations prefer to interact with branded content on Snapchat - and those preferences are evolving as rapidly as the technology. To ameliorate the risk of new features and user demographics making a brand's Snapchat strategy obsolete, it is essential to research your target audience's use of the app and test marketing concepts early and often.
Kristina: How can brands use a platform like snapchat to engage, especially when the messages last a short amount of time?
Frdric: Snapchat has established its identity as a platform for sharing short, snackable content that is easy to digest. It's clear that marketers cannot just move content from Facebook or Instagram to a Snapchat profile and expect to be successful. In order to engage Snapchat users, marketers need to customize the content and test its relevance with the specific audience they expect to reach on Snapchat. Concept testing is an essential component in this process.
Understanding how consumers are using Snapchat, and more importantly why they are using Snapchat, will enable brands to make meaningful connections with their customers and deliver messages that make an impact in ten seconds or less.
Tags: SnapChat, SnapChat marketing, social marketing, social marketing trends, Toluna
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Expert: How brands can engage with SnapChat - BizReport
SOCi, a San Diego a developer of social media management and marketing software, said Thursday that it has raised $8.25 million in venture capital funding to boost sales and marketing.
Silicon Valleys Vertical Venture Partners and Grayhawk Capital, an Arizona-based technology fund, led the round. Additional investors included the Stanford University DAPER fund, Peninsula Ventures and Tallwave Capital.
Founded in 2012, SOCi makes software to manage social marketing on Facebook, Twitter, LinkedIn, Google+, Yelp, Instagram and others.
It launched its subscription software in early 2015. It targets sectors including large apartment managers, multi-location franchises, enterprise brands and digital ad agencies to help them manage and monitor social media.
A call to SOCi was not returned by press time, but Chief Executive Afif Khoury said in a statement "a new day in social media has arrived where large enterprises are finding themselves having to manage hundreds or thousands of local social media pages on behalf of their storefronts, agents, advisors and clients.
The companys technology helps solve the difficult workflow management issues faced by these multi-location businesses," said Khoury.
Last year, SOCi raised $2.5 million from angel investors including Taner Halicioglu, Facebook's first full-time employee, and Doug Hecht, former president of digital marketing agency Digitaria.
mike.freeman@sduniontribune.com;
Twitter:@TechDiego
760-529-4973
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San Diego start-up SOCi raises $8.25 million to help brands manage social media - The San Diego Union-Tribune
Forbes | 7 Reasons Social Media Marketing Is Still Underrated Forbes The numbers on social media marketing are impressive. More than half of small businesses in the United States are planning to increase their social media marketing budgets in 2017, and the number of businesses using social media marketing has ... |
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7 Reasons Social Media Marketing Is Still Underrated - Forbes
According to new Toluna data women are more likely to use the social network for one on one communication (37%) while men are more likely to view branded content (50%) on the network. Men were also found to be more likely to follow celebrities or news organizations.
"The most compelling results of our research were revealed when we compared subpopulations of Snapchat users. The data shows a distinct difference in how men and women interact with branded content on Snapchat," said Frdric Charles Petit, CEO and Founder, Toluna. "Men are far more likely to view branded content and to say they 'like' that content. In the U.S., 50% of men surveyed had used Snapchat Discover, compared to 40% of women. Additionally, when asked to pick their favorite Snapchat feature, men were twice as likely (22% of men vs. 11% of women) to select Snapchat Discover, a feature which allows users to view news updates and branded content, and indicated they are slightly more likely to view celebrity content (48% of men vs. 44% of women). When it comes to interacting with branded content on Snapchat, the only area in which women outpaced men was using branded filters or lens (46% women vs. 44% men)."
Those aren't the only differences. Researchers found that Millennials are more likely to engage with branded content than either Gen Xers or Baby Boomers; older adults are more likely to use the social network to engage with friends.
What do these patterns mean?
"These patterns demonstrate the importance of analyzing subpopulations in your target audience. Even if marketers would like to target both men and women in Snapchat, they may need to customize their approach at a more granular level to be successful," said Petit.
More from Petit and Toluna later this week, including how brands can better use social networks like SnapChat.
Tags: snapchat, snapchat trends, social marketing, social marketing trends, Toluna
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Report IDs differences in how people connect on SnapChat - BizReport