Mediaboss Marketing

The rise of 'dark social' - online conversations that are not trackable by marketers - will have a growing impact on brands' social strategy in 2017, according to Warc, the global marketing intelligence service. Research suggests a growing proportion of online social activity is 'dark', driven by the rise of chat or mobile-focused messenger apps, such as Whatsapp, Facebook Messenger, Line and WeChat.

Jason Warnes, Digital Marketing Partner at Deloitte Digital, explains, The emergence of chat functionality on smartphones has gone beyond the simple sharing of messages and pictures, and has become a complete ecosystem for consumers. This has the potential to provide a wealth of data touchpoints for organisations to tap into, but many of these touchpoints are contained within private networks creating a challenge for marketers.

David Tiltman, Head of Content at Warc, says, The rise of 'dark social' has two major implications for marketers. First, there may be an impact on social listening techniques and the quality of information available from monitoring 'open' social platforms. And second, there is expected to be a move away from 'real time' social strategies towards conversation-based approaches.

Key insights identified in Warcs Toolkit 2017 on dark social and chat apps that will impact marketers are:

1.Levels of 'dark social' vary by category: According to a RadiumOne research study, 84% of social sharing happens via dark social platforms such as email, copy-and-paste links in instant messaging apps and texting. However, 90% of social marketing investment is on public platforms making 'dark social' a potential area of opportunity for marketers. Dark social sharing by consumers varies wildly by category with the automotive category ranked the highest at 82.4%, followed by finance (72.1%), FMCG (61%) and retail (56.3%).

2.Brands may be missing out on 'dark social' insights: 'Dark social' may be a better reflection of a consumer's true feelings than comments posted on public platforms where a consumer may be presenting a particular persona or image. As such, it is becoming increasingly challenging for brands to build a holistic understanding around key buzz topics in the category they operate in, as well as picking up direct buzz around respective brands, products and campaigns.

3.Link shorteners are a low-tech way of testing 'dark social' activity: There are various steps brands can take to track sharing in 'dark social' channels. Shortened URLs can encourage people to share using trackable links. And "cross-comparing" spikes in dark social with popular content themes might offer new insights regarding the subjects that attract the highest number of shares, as well as identifying the topics of particular interest to online audiences.

4.Chat apps are moving social marketing toward conversations: Chatbots are becoming more than CRM platforms; they are increasingly able to answer consumer questions at all stages of the customer journey. Designing for conversational experiences will require a completely new approach to branding combining complex data management, Artificial Intelligence and a brands tone of voice.

5.Brands are already delivering successful chatbot initiatives: Numerous brands are already exploring whether chatbots can boost their business. Marketers experimenting with chatbots are advised to identify the precise consumer needs which chatbots can fulfil for a brand, and consider which platform(s) may be most appropriate in the short term (for testing) and the long term (for reaching a brand's target audience).

6.Marketers will need to decide on which platforms they deploy chatbots: The chatbot industry is growing at a rapid rate, with many ways for marketers to design and implement this type of CRM. Marketers will, however, need to consider their consumers and industry when designing their approach to chatbots. For example, it remains to be seen if consumers would trust a chatbot on Facebook with their bank details versus using a bot on their bank's website, or the website of an established retailer.

7.China's WeChat shows how chat might evolve: Tencent-owned WeChat is setting the bar for what messaging and social networking will look like in the future. It has developed from a chat app into a mobile lifestyle hub, providing, for example, an e-commerce platform, ticket-booking for restaurants, and cab-hailing. Crucially, it has payment services included, allowing it not just to connect people but also connect people to business. As a result, WeChat has become the platform to which other chat apps are looking for inspiration.

The rise of dark social and chat apps is one of six key trends featured in Warcs Toolkit 2017. The annual report is produced in association with Deloitte Digital.

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Rise of 'dark social' and chat apps to impact marketers: Warc Toolkit 2017 - Exchange4Media

Its still January, but the year is already slipping away. Those goals you made to elevate your marketing in 2017 cant be met if you dont start putting plans into action. Your social marketing is just one factor to consider. We make it a little easier for you with these trends you could put into play right away.

Interactive video will be huge this year, and that means you should probably take a look at how it might impact your marketing efforts. With 43% of marketers planning to use Facebook Live and other interactive video platforms, new techniques and uses will surely follow.

How does Facebook Live differ from other marketing video efforts youve put forth in the past? First, there is no time to edit. What you put forth into the world is unvarnished and absolutely immediate. Those YouTube and Instagram videos that went through voiceover work, editing, and polishing, they still have a place in your marketing arsenal. But live video does something these edited videos cant: provide authenticity.

Live video shows your business in all its glory, with the foibles and the flaws. Your customers like that, believe it or not. They like knowing that the image theyve built in their heads, the connection theyve made with your brand, matches reality. What better way to give them reality than live video?

Webcast, January 31st: How to Cut CAC, Raise Retention, and Supercharge Recurring Revenue with Channel Partners

So, how can you use it? One-time events are huge with live videos. Make buyers feel like theyre right there with you during product launches, conventions, demonstrations, or celebrity endorsements. You can also use live video for Q&A sessions, tutorials, and product comparisons. Interviews with real customers can also go a long way with your buyers.

Email addresses and phone numbers used to be enough for buyers to contact your business. Now, however, you should be available through several mediums. One of the most popular choices is Facebook Messenger, which is automatically available to any businesses that build a page.

Buyers like the ability to reach out from wherever they are. If theyre cruising social media and have a question, concern, or comment, they want to send that message without disrupting their activities. Without the ability to send messages through various platforms, including LinkedIn, Twitter, Instagram, and, well, pretty much any other social media available, these buyers may not put forth the effort of connecting with you.

Ecommerce integration is now available through Instagram, Facebook, and Twitter. That means buyers who are scrolling through their social media feeds and see an amazing new product from your company wont have to leave the page to search for you online.

If you sell products or services, make an effort to connect your ecommerce sales to your social media accounts. Removing friction in the buying process is the best way to make sure your customers get from want to own in the shortest amount of time possible.

Social media platforms have made marketing to select groups easier than ever. Sure, Google can bring you some good results, as long as people are searching specifically for the services and products that you offer. On Facebook, Twitter, and Instagram, your target audience can see your ads simply because theyre your target audience.

Facebook took home more than $7 billion for advertising in 2016, and that number is certain to rise. They continue to tweak the process so that ads are the right amount of disruptive for brands and the right amount of obscure for buyers. That means the people you pay to put your ads in front of wont be as annoyed by your message, but theyll certainly see it.

The targeting possibilities are endless with social media, too. You can drill down to the exact people who would be most interested in what you have to offer, or you can cast a wider net to see how many new buyers you could bring in. Specify ages, geographic locations, likes and dislikes, current brands the target is following, marital status, and so much more to make sure youre not wasting a single marketing dollar.

If youre already using some of these tactics, you know how powerful social marketing can be. If youre not, maybe its time to set your brand on fire in 2017. Give us a call and let us help you get started.

Driven by a passion for marketing and 25 years helping companies of all sizes drive awareness, engagement, response and ROI, I launched Marketing Initiative Worx tohelp companies and agencies drive their business by taking their marketing to the next level. I founded the company on the belief that defining a Viewfullprofile

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4 Social Marketing Trends to Implement This Year - Business 2 Community

According to Fortune magazine, a 30-second Super Bowl ad sells for around $5 million.

Why? The answer is simple: 114.4 million people tune in to watch the Super Bowl.

Marketers know where those 114.4 million people will be, and what they will be doing. That is valuable information.

The lesson to be learned from the value placed on a 30-second Super Bowl spot is that timing is crucial. Regardless of how wonderfully crafted your marketing message is, if it is deployed at the wrong time or in the wrong place, it will be largely ineffective.

Using social media as a marketing tool requires good timing and coordination of your campaigns. For instance, does it matter when you post on Facebook or LinkedIn?

HubSpots The Best Time to Post on Facebook, Twitter, LinkedIn and Other Top Social Networks contends that timing does matter, stating: Posting strategically at higher traffic times will help drive traffic to the content youre sharing on social.

Using an infographic from Quicksprout, the article shared these insights:

Webcast, January 31st: How to Cut CAC, Raise Retention, and Supercharge Recurring Revenue with Channel Partners

Now that the timing issue is resolved, your social media marketing strategy is all set, right? Not quite. As it turns out, you have to experiment with much more than simply the timing of your marketing message.

HubSpots How to Create a Sensible Social Media Strategy for Your Business notes:

Social media doesnt start working overnight. It takes time to build a following, establish yourself as an influencer, and start seeing results. Youll need to experiment a bit to find the right combination of channels, content, and messaging that works for your audience.

Your social media strategy will gain traction over time. However, in the initial stages of your strategy, you may need to experiment with which channels are most effective for reaching your target audience.

CMIs 4 Secrets to Building Social Momentum reports on Andrew Davis keynote presentation at Content Marketing World, in which Davis asserts that you will be more effective overall if you focus on small actions that make your contents performance more predictable, consistent, and sustainable instead of constantly trying to best the results of your biggest content successes.

Rather than jumping from channel to channel, Davis contends that the better strategy is to focus on a primary channel and use it until the contents growth slows on that channel.

Not every marketing strategist agrees with that assessment. Many marketers believe that maximum exposure produces maximum results. Therefore, they do not limit their social media posts to just one or two channels, preferring a more global approach.

Regardless of which theory you believe to be most effective, it is clear that you must take a considered approach to social media marketing to reap the best ROI for your efforts. The complexities involved in successfully mounting social media campaigns beg for an expert hand at the helm.

Great content and a strong social media strategy go hand in hand. Get your free copy of our Content Marketing for Marketers eGuide for insight on creating fresh blogs, infographics, downloads and other assets that provide more opportunities to interact with your audience and grow your social media presence.

This article originally appeared on the Inbound 281 blog and is republished with permission.

Mark Parent is president and CEO of Inbound 281, an inbound marketing and website design agency. With more than 30 years of experience serving organizations in manufacturing, automotive, education, construction and other industries, Parent has developed unique insight into the strategies, tactics, and technology that can help brands more effectively Viewfullprofile

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Managing the Moving Parts: Social Media Marketing for Sustainable Growth - Business 2 Community

Forbes

Social-Listening: 5 Ways To Really Engage With Your Social Media Audience Forbes What do you consider social-media marketing? For most businesses and brands, the answer is simple: an opportunity to publish relevant content, grow your follower base, and generate both thought leadership and engagement. But what if we told you that in ... and more »

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Social-Listening: 5 Ways To Really Engage With Your Social Media Audience - Forbes

Every year, Oxford Dictionary chooses a word or expression to reflect the mood and general interests of society. In 2015, a pictogram was chosen for the first time, the face with tears of joy emoji.

This past year, however, was not as lighthearted and the phrase post-truth was chosen, representing 2016 as the year in which objective facts were profoundly less influential in shaping public opinion than appeals to emotion and personal beliefs. What theyre really referring to is society questioning the definition of news and how to assess its credibility, or lack thereof, and it has broader implications. The way we interact as individuals and with businesses has changed.

As marketers, we have an opportunity to answer the call for trust, authenticity and emotionality. We have the chance to make 2017 the year of consumer confidence with marketing by using a voice that is socially contextualized and emotionally compelling.

In order to gain the credence of a wary audience, we have to stop selling and start communicating. Advertisements have become invisible to most and for those who still see them, skepticism has replaced intrigue. Legacy corporations are being exiled as millennials use digital media to build brands and increase sales using a familiar voice and rallying the support of their generation who holds the largest buying power and consumer voice of any age group, ever.

Millennials are ahead of the curve in this area because they can be. While big brands and legacy corporations are hamstrung by stringent brand standards and a legacy perspective on the tenure and tone of marketing, millennials are prioritizing the notion that people buy from people. By successfully using social content to introduce brands and create authentic stories, fostering emotional connection and personal touches through video, they are creating richer engagement, earning trust through transparency and driving sales.

In addition to engaging with people in a familiar manner, creating social conversation requires speaking to people where they live across a highly fragmented video landscape. In a way, social video marketing is a form of door-to-door sales that requires reach across a breadth of distribution points and a frequency that keeps the conversation flowing.

To be an effective social video marketer, one needs a virtual river of emotionally relevant content with unprecedented levels of consistency, customization and velocity. A central challenge that companies of all sizes face is that the unit economics of manually creating video severely impede scale and ROI. Manuel video production inherently lacks the economy of scale the market requires and is gating our needs as marketers.

However, just as big data and conversational artificial intelligence have become bionic tools for the marketer to find and segment target audiences, a new breed of experiential artificial intelligence is helping extend human creativity to speak to those audiences through video. The deployment of artificial intelligence can and is redefining the economics of video creation, making social video marketing attainable in terms of time and money.

Through the use of this technology, marketers can quickly create an endless stream of professional grade videos, which allows them to authentically address consumers as people rather than audiences. There will always be a need for master storytellers and expert video production in entertainment and marketing, but experiential AI is allowing us to extend our creative capacity and create video with production value and, more importantly, the social and emotional credibility that people expect.

Instead of ignoring the notion of crowd-sourced truth and continuing to deplete consumer trust, the newfound voice of social video will help us move past the white noise of traditional marketing and back to the future of door-to-door personal engagement. In 1964, Marshall McLuhan prophetically coined the phrase The medium is the message, referring to the notion that the medium itself shaped and controlled "the scale and form of human association and action. Social video marketing is not a strategy, its not a tactic, its the message, the medium and the new base for the marketing industry as a whole.

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The Medium Is The Message In Social Video Marketing - MediaPost Communications