Social Media

Marketers to increase social media usage

According to emarketer, marketers are using and investing in social media more, and will continue to do so. A new report reveals that whilst Facebook and Twitter are still the preferred social networks used by US companies, Instagram is expected to gain significant traction due to its improved advertising capabilities. And I am sure European companies will soon be following suit. Either way, marketeers continue to be committed to using the social media space.

emarketer-using-social-

Gen Y and Gen Z – what’s the difference

As a marketer, understanding your audience has a big impact on customer loyalty. And so it is also important to understand the next generation of consumers: the Gen Y millenials as well as Gen Z.

A recent report from Refuel Agency shows that much like millenials, Gen Z also do nearly everything from their mobile devices. Both approximately spend an amazing 17 hours a day on some kind of mobile device. And interestingly enough they look more for content than social networking. When it comes to advertising, Gen Z more attention to online video ads and mobile banner ads is paid than Gen Y.  We may see these generation as “kids” but we always have to remember that they are the next consumers.

Gen-Z-Teens-Digital-Explorer_infographic

Infographic by Refuel Agency

Social Media requires integration

Social media has not only had a major influence on society, but also on business, disrupting organizations for the past 10 years. Today, more and more companies have integrated social media into their marketing communications as a means of customer engagement. Now that the basics have been mastered, it no longer is about scaling social engagement but rather about focussing on partnering inwards as well as outwards.

Social media requires leadership

A social media strategy needs to work across the organization, across silos, support the company’s digital vision and requires new levels of employee engagement and advocacy. To be able to do this, strong leadership is needed to move social media beyond marketing communication and to create a true social business vision.

Altimeter has released a new analysis on “The 2015 State of Social Business: Priorities Shift from Scaling to Integrating” based on interviews with thought leaders, brands, technology vendors and a survey of 113 strategists (social, digital and/or heads of social) at companies with more than 250 employees.

Here are the most important findings in one infographic:

infografik-social-business-2015

 

 

Smartphone Jealousy

ChinaWe Are Social updated their annual Digital Statshot on China this week. And it does not look like the pace of digital adoption is slowing. Believe it or not – China now has more social media users than the US and Europe combined.

When I look at China’s digital landscape, I realize that we are not using our phones to their full potential. China’s great firewall may mean there is very limited access to services like Twitter, Facebook or Google but when you see how much messaging services like WeChat can do that sort of can become irrelevant. WeChat is not only a messaging service. It lets you play games, check into a flight, call a cab, make money transfers and soon also a stock trading function.

Not only is cheap technology an advantage in China but also with it being the largest internet culture (some 668 million wired people, 89% on phones alone!) make a great test market. And in China, mobile payments are much easier to use because it is more widely accepted. No need for merchant’s to have special terminals because they have accounts within social networks like WeChat. Imagine if you could pay for your pizza delivery in Europe using your WhatsApp service! And not to ignore giant Alibaba that has expanded their service for online cash for anything like paying your rent, bills etc. You can even earn better interest with them than with a regular bank and get a loan if you need it. Financial disruption at its best.

You can read the full report here:

The growth continues

Summer is in full swing and we have crossed the first half year mark. Time to look at some digital stats (kindly provided by We Are Social).

Facebook is still the dominating social media platform with almost 1.5 billion users. They are adding more users every day or impressively put ‘6 new users per second’. What is interesting is that what follows Facebook are messenger platforms like WhatsApp, WeChat or Messenger. This is particular interesting development in the mobile social world. People seem to prefer chats to the conventional social networks. Ads on WhatsApp soon?

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What also fascinated me is that the statistics show that 225 million people around the world used the internet for the first time in the past 12 months. According to telecommunications giant Ericsson, cellular subscriptions will continue to grow to almost 8 billion active subscribers over the next 5 years. That’ll be more than the world population. And remember: not every world citizen is connected yet!

mobile vs people

What does that mean? As I have written here in the past, as marketers we really need to place more effort on smart mobile devices. Not only are they part of our everyday life, for many people around the world is it their “first screen”, their only device. And they use it for everything from communicating, browsing the web, watching TV to shopping. This is the place where brands need to make an impression because it is becoming more than just a channel.

Speaking of marketing, mobile and social, I really like Talenti’s new ‘Flavorize Me’ campaign that uses social media profiles to create a personalized ice cream flavour. An algorithm analyzes the key words you have in your Facebook, Twitter or Instagram profiles, breaks those down into tastes and then into ingredients that match those. I ended up with “Marmalade Green Chili Biscuit”. Sounds very interesting. Talenti is only available in the US so unless they decide to take my personalized flavor and use it for actual production (which btw according to their website they will let me know by September 15), you will find me eating gelati in Italy this month.

gealti

 

Is our economy suffering from attention deficit disorder?

Bank of England’s Andrew Haldane caused quite a stir with his speech “Growing Fast and Slow” where he talked about the forces that underpin economic development. It is not about neoclassical growth theory or the role of education in the industrial revolution – rather he talks about how the internet and social media may be hindering economic growth. Is technology really undermining one of the key psychological prerequisites for economic growth: patience, and the willingness to put off current gratification for future gains? It is an interesting argument but one of which I am not completely convinced of yet. You can read the whole speech here.