Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.
The History of the Second Screen
Using two screens at once has become more common than only using one.
How People Use Their Mobile Device While Shopping
84% of people are browsing and shopping on their mobile device while they are physically in different stores.
Youtube Maps Out Trending Videos Across the Country
Youtube unveiled a new feature on Tuesday that maps out videos trending right now in cities across the U.S. You can filter the results by the gender and age of viewers, as well as by choosing to see videos trending by the number of shares verses the number of views.
Tighter Mobile Marketing
National brand campaigns using "geo-precise" techniques such as geo-fencing or targeting based on location-specific consumer behaviors increased to 58% in the first quarter.
Cost Per Facebook Like
Facebook unveiled a new metric for evaluating advertising campaigns on Facebook, called "cost per action" (CPA). Now, advertisers can pay not just for impressions or click-throughs, but for specific actions they want consumers to perform once they've seen the ad - including becoming a fan of the Page.
As one of the digital thought leaders at Brogan & Partners, I was excited to attend this year's SXSW conference and see where the future of digital design was heading. Often, I feel like the "usability police" and for years I have been making sure our web sites, rich media and social media designs where intuitive so the user knows where to click and what they'll get. But with Touch UI gaining momentum, it begs the question: Is Touch UI the Click UI killer? After all, video killed the radio star...
During my week of Interactive sessions at SXSW, I realized that the focus of conventional Click UI was pretty much obsolete. If anything, it was only mentioned in passing. And I also didn't hear the word "usability" mentioned at all. It was all about the touch or gesture experience.
I joke that my kids don't know what a mouse is, but it's true. Their first experience and exposure to computers were a laptop, iPhone, and iPad. None of these devices uses a mouse or has to be clicked. We do have desktop computers around, but it's avoided because there's a feeling of entrapment compare to our mobile devices. Our expectations of how we experience the web has gone way beyond just the conventional and intuitive navigations.
Whether we believe conventional Click UI is a passing phase or not, it is paramount to consider the visual interface as part of the brand. As designers, we'll need to build an easy and memorable experience for our users. And to stay on top of our competitors, those experiences will need to be unique. This is what Nike Myers described in his "The Visual Interface Is Now Your Brand" session at SXSW. Where do you think the user interface is heading?
Here's a little taste of things to come when the visual is the interface.
It’s really easy to find stories about the hard knock life of professional women. There’s not enough equality in the workplace, not enough good childcare, not enough balance at home, not enough hours in the day. . . It’s the (true) stuff of many, many magazine articles.
But, this Bloomberg BusinessWeek story Behind Every Great Woman, I’m happy to say, is not one of those stories. Instead, Bloomberg Businessweek profiles a few women who’ve made it to the top of the corporate ladder without having to sacrifice their marriages, children, or sanity.
They did need help though, and they got it from their husbands. These men chose to scale back on their careers, or give them up completely, to be supportive corporate spouses, household managers, and primary caregivers to their children.
The stay-at-home husband (or partner) is far from a new phenomenon. Who among us doesn’t know a stay-at-home dad? Okay, maybe two.
But the point of the Businessweek article is: that number is about to rise as women continue their ascent in the workplace. (Unfortunately, men have lost more jobs in this poor economy than women and that’s contributing to the shift as well.)
So, what does this mean to us marketing to women experts? Our business model is shaped by the fact that women—whether they work outside the home or not—are their household’s primary decision makers, money managers, schedulers, social directors and myriad other roles responsible for 83% of all consumer purchases.
If more men start staying home while their partners work full time, this fact might change. (I sure hope it will!) And that means the way we do business at Brogan will have to change, too, just as it did when the internet took over the planet, and as it is again in the era of the smart phone and tablet.
Even though that will send me and my colleagues back to the books, you won’t hear anybody cheering more loudly than me.
Now I’m just wondering how long it’s going to take before the stay-at-home husbands graduate from being newsworthy tokens to being a force to be reckoned with (and marketed to).
What do you think? Are you seeing this shift in your community?
I’m sure you listen to some type of streaming music from your computer or phone at some point during the day. But which platform do you use? Pandora is above and beyond the most used online radio service, and has paved the way for online radio with its 100 million registered users. But don’t think that Pandora is the only option for advertisers in regards to an online music platform.
Clear Channel Communications, the Nation’s largest broadcast radio operator is taking a swing at Pandora. They are giving a heavy push to their online/mobile platform, IHeartRadio. IHeartRadio has two functions:
Consumers can stream any of Clear Channel’s 850 radio stations in 150 markets across the Nation from their computer or mobile device. So, if I am in California and I want to listen to a Detroit station because I like their morning show, I can (and starting in 2012, buyers will be able to place commercials on the new platform).
The other function is that you can create your own custom station, much like Pandora- type in an artist to build a station and the same genre of music will play according to your “likes” or “dislikes” per song.
The only catch with IHeartRadio is that in order to build a station you must sign up through your Facebook account. This function is perfect for media buyers because it allows us access to a listener’s key demographic information and the ability to geo-target. Clear Channel is also reinforcing IHeartRadio by using their 850 broadcast radio stations to promote listening online or via mobile device – a promotional option that Pandora does not have.
Just when we wondered if radio was slowly dying as a medium, the leaders reinvent themselves and adapt to the future. As a media buyer, it’s a great option to have IHeartRadio to compliment a traditional radio buy.
Just like almost every other medium, radio too has moved digital. The question is which platform will bring the most success and who will take the lead? Regardless of who wins the battle – It’s a win-win for advertising.
What is the future of location based marketing? How far can it go, and what will it be capable of doing? While there are many possible uses for location, I think the best use going forward will be found in loyalty programs.
The most successful integration of location and loyalty can be found with popular New York dessert chain Tasti D-Lite. The company created a loyalty program designed around social media interaction. Clients can opt-in to a program that enables social media notifications through the use of their TreatCards. When enabled, the use of the loyalty card automatically sends a tweet, updates your status on Facebook or checks you in on Foursquare, earning you extra rewards points. Not bad for letting your friends and followers know that you are enjoying a chocolate ice cream cone, and who knows maybe they’ll come join you and have one themselves.
If you don’t want to actually carry your TreatCard with you, don’t worry, there are apps for that. The best example of this idea can be seen in an app called CardStar. In July 2010, CardStar began integrating Foursquare into the application. This allows users to check in on Foursquare while using the CardStar app, sharing their location and experience with friends, and hopefully influencing others buying decisions.
What do you think? How would you integrate location and geo-targeting into your marketing campaigns?
The Pew Research Center found that 83% of interviewed Americans owned a mobile phone, 42% of those have a smartphone and 25% of them go online on their smartphone to access the web or email once a day. And the research is the same across the board; consumers use smartphones to go online. But what does this mean for brands? Well, you need a mobile friendly site.
Ecommerce and retail sites have come out on top as the example for mobile sites.
Amazon has a good mobile website where you get the functionality of the full site, but it is tailored to the mobile user. You can look at reviews, order a product, and have it shipped to you – all on your mobile.
Even yesterday I ordered a pizza from Papa John’s using my Droid. It was a great experience being able to fully customize my order (I like mushrooms, but my roommate does not) and have it delivered, all from my phone.
Retail isn’t the only place that can utilize a mobile site. Every brand should be compatible with a mobile device because a potential customer can look you up on the go, and they want that information instantly.
Hospitals can use mobile to their advantage. Saint Thomas Health in Tennessee has a mobile site that has a simple navigation: Emergency Numbers, Find a Physician, Locations, Phone Directory, and Health Information. They also have links to their Wikipedia, Facebook, and YouTube pages as well as a link to their full site. Since consumers are turning to the internet for healthcare first to find information, hospitals and health care facilities that provide a mobile experience, have a huge advantage.
Below is a quick list of some points to keep in mind while implementing a mobile site. This is not an exhaustive list, but rather like a mobile site should be, the most pertinent information.
- Site needs to be branded with your logo, colors, etc.
- Simplicity is essential and can be achieved through a strong navigation.
- Make sure the mobile user can still get to all the information they want, or have a link to the full website.
- Make sure links take you to the correct page – avoid sending users to the homepage over and over again.
- As with all sites, avoid using Flash.
- Be sure to test your site on different devices.
- The mobile user is most likely using a finger to click on links – keep in mind that the mouse is gone
What has your experience been as a mobile user? What things drive you crazy and what things do you love on a site?
It's summertime! And research by Pixable estimates that 100 billion photos will be uploaded to Facebook this summer. Not to mention that 48 hours of video are uploaded per minute and there are 3 billion views per day according to YouTube. And the demographics for YouTube? 18-54 year olds.
B2C companies have implemented pictures and videos on their social networks for a while now. But what does that mean for B2B businesses? How can businesses use photo-sharing and video to increase brand recognition and sales in a B2B setting?
Photo-sharing and videos should first be part of an overall social media plan that fits into your marketing goals and objectives.
Both photo-sharing and video sites hold a huge opportunity in regards to conferences. During an event, a session can be uploaded to YouTube or shared via another video conferencing service to extend the reach of proprietary or expert content. You can also set it up before the event to stream live video to desktops for a price. After the event, you can use a photo-sharing site to upload pictures of the event and get participants involved and excited after they leave.
Videos and pictures can give your business a more personal/human appeal. This can be a particular struggle for B2Bs. People like doing business with people, and videos and pictures are one way to humanize a brand to a potential customer.
Uploading pictures with relevant tags and keywords can also help with SEO, but only when you know your target audience and what they are searching for. On Facebook, brands can even be tagged in pictures now. Zappos.com is a B2C company that has implemented this tactic.
Another way pictures and videos can be used is to upload them right from your phone. YouTube has 100 million daily mobile views. This is a great untapped resource for some businesses. The sales team could pull out their phone and show a customer the last conference your company hosted, or play a video on a certain product right from the YouTube channel. Mobile has endless possibilities, and picture and video uploading should be included in what’s to come.
How does your company use pictures and videos to increase sales?
During the era of poodle skirts and pedal pushers, Harry J. Hoenselaar began a tradition that that would be loved by generations. He opened his first HoneyBaked Ham store in Michigan. With the finest-quality ham and mouthwatering sweet glaze, Harry invented Ham, as we know it--through his novel invention of the spiral-slicing machine. For 50 years, the world has loved the tradition of HoneyBaked. So to keep the brand fresh for the next 50 years, we used non-traditional media.
When taking a traditional brand into non-traditional media, it is important to carry through with the emotion of the brand. For HoneyBaked it is the nostalgic memories that takes you back to your first HoneyBaked holiday and makes you want to pass the tradition on to the next generation. People love sharing HoneyBaked with those they love; so social media is a natural environment for HoneyBaked marketing. Through social media, mobile media, mobile advertising and online streaming, HoneyBaked has been able to reach out to their fans more than ever. As a result of marketing efforts of five divisions, HoneyBaked attained nearly 10,000 fans in the first 5 months of launching their national Facebook page.
What are some ways you have discovered traditional brands in non-traditional media?
With Easter, this weekend, you may consider being a fan yourself at facebook.com/HoneyBaked.
The first crack of a bat and pop of a glove are sounds coming from baseball diamonds all across America as MLB opening days start off the season. It’s also a big day for some advertisers because they can start monitoring their in-stadium campaigns. What are some of the newest ways advertisers are reaching fans at games this year?
We have seen the amount of exposure a product/service can receive from advertising at a baseball stadium. From the LED panels behind home plate, first base and third base, to the eBlasts and texts that persuade fans to “play this game,” or “check out our Facebook fan page.” But don’t forget about the advertisements that are strategically placed around concessions, on cups, napkins, seat cushions and foam fingers, because really…what’s a game without SWAG?
One of the newest ways to reach fans is by going right to the one thing that keeps them most connected with the world, their phone. To many people, cell phones are like an extension to their body; glued to them at all times making them always accessible. Next time you’re walking into a stadium, look to see if there are any signs outside that say, “turn on your Bluetooth, sign up and win free stuff!” Advertisers now have the option to place Bluetooth deliver devices at stadium gates that scan and pick up any Bluetooth signal. This will send a welcome message that allows fans to download an application to receive exclusive coupons, make reservations, play interactive games to win prizes, buy merchandise or even participate in a charity event. In the Detroit market at Comerica Park, Cedar Point ran a text promotion that played a video on the big screen of people riding a rollercoaster. Fans had to text a number and guess which coaster it was at Cedar Point. The first person who guessed the correct coaster won day passes to the amusement park.
Mobile technology and stadium advertising has opened many doors and given us endless ways to reach a niche consumer on a personal level, even in the middle of an exciting baseball game. By the seventh inning stretch, how many coupons, Facebook pages and promotions do you think you have you been exposed to?
As a mobile web designer, testing usability on all mobile devices is a crucial part of our quality control process. But for those of you who don't have every mobile devices out there, here's an option:
iPad and iPhone emulator
This is a cross platform simulator that works in Windows, Linux and Mac using Adobe Air 2. Props to Blackbaud, Inc. for coming up with this. Oh, and if you get too excited to drop in your URL before reading the opening page, here's the keyboard shortcuts.
I must say that emulators will never be able to provide you with the true user experience on a device that requires a touch compared to a click, but they can give you a good idea of how a mobile site will appear. It may even help you solve some technical issues. Of all my researching and testing, this is the best I've found to date. It can even switch between an iPad and iPhone via hot keys too. Cool, huh?
Keep in mind that this tool is primarily for designers to view their sites. It is not a full simulator for developers to troubleshoot apps or bugs. Give it a try and let me know what you think. Do you have a favorite emulator?