Love this infographic from Fast Company. It’s a couple of years old but still as relevant today as it was when it was created.
According to the National Center for Biotechnology Information, the average attention span of a human being has dropped from 12 seconds in 2000 to 8 seconds in 2013–one second less than the attention span of a goldfish.
So now more than ever the likelihood of someone sitting through your 15 minute video on how fantatstic your product is – is less than ever.
This means you need to be more creative in how you get your messages across. Using imagery is a quick and effective way to capture attention and convey information. This infographic from Widen shows why images are so important, especially in the social media age, and how you can use visual storytelling in your marketing.
This handy infographic share key demographics for all the key social media sites. The stats help break some assumptions that I have heard from marketers such as that people on higher incomes do not use social media; or that younger people (18-29) don’t use Twitter. Infographic via SproutSocial.
These demographics are just one factor in deciding where you target your activity. With Twitter, for example, whilst the numbers may not be as high there is a higher number of influencers including most journalists who use this social network as a source for stories. Other factors will be accesibility, SnapChat may have a huge number of <25’s but how accesible are they through the service?
Brand Republic asked Klout to run the numbers on social media influencers in the UK’s marketing and advertising industry.
Klout looked at activity on social accounts (including content posted and reacted to, as well as follower and following accounts, among other things) on 21 July 2015 for the prior 90 days. They focussed on expertise in the following 15 topics: advertising; branding; communications; content marketing; digital media; email marketing; influencer marketing; internet marketing; marketing; mobile advertising; native advertising; online advertising; search advertising; social marketing and social media.
Whilst reading through the list on reaching #20 I spotted my @wellbelove account. 🙂
The article highlights that my feed spends more time share other peoples content. Of course. Being an informer rather than a meformer is key to being succesful on social media. With me you are not getting a sales pitch but a direct link to what I discover helping me, and you, ahead of the curb.
Brilliant advert really captures their attention
Over the holiday shopping period millions of us will take our gifts home in paper shopping bags. Whilst many may go into recycling this innovative idea shows how these bags could be put to better use straight away.
In the battle to stand out from all the other ‘junk mail’ that drops through peoples doors this seems a fantastic idea.
Photographer Jens Lennartsson had 400 action figures created together with the box and a portfolio sent to a carefully select group of recipients.
You can read more about this great self promotion here.
They promoted the project via Tweets encouraging people to record and send in Vines featuring the adventures of a piece of paper. The director and contributors then worked together via Twitter to create a single story.
The result is a magical little film bringing together the imagination and creativity of people around the world.
This is a fantastic idea and will be interesting to see how other organisations and individuals continue to innovate in this space.
Research has shown that 43% of marketers when asked said they were not confident that their social media investments was driving ROI?
In the same research, illustrated in the infographic below, 61% said that they felt email marketing was the most effective area for marketing investment.
Whilst it is often incredibly difficult to demonstrate Social Media ROI for individual elements of social media marketing activity, with the effort required to demonstrate sometimes more than the activity itself, this does not mean this activity is not valuable to your business.
Even those who question the value of social media are increasingly recognising you have to be in the social space, your customers expect it and you competitors are there. You do not want to be playing catch up in a few years giving away a potential competitive advantage.
You can help alleviate some of the concerns over ROI through an integrated approach, bringing together your email marketing and social media activity, reducing costs and providing a more joined up approach.
Showcasing individual examples of where social media engagement drives sales can also help highlight the benefits in a more tangible way.
With the huge growth in use of smartphones increasingly consumers are turning to the internet when making purchasing decisions on the high street.
For retailers it is important to recognise this and to think about what results a potential customer will get should they search for a product or service whilst in their store. Could they target specific offers to seal the deal? Is their own website mobile ready? And of course they cannot hide from the competitions pricing.
This infographic shows why marketers have to take mobile and location based marketing seriously.
Email marketing may not be the hot topic at the moment, with everyone wanting to talk about social, but it is far from dead. In fact well run email marketing campaigns continue to drive sales and deliver ROI.
The secret to true success is to ensure that your social media and email marketing efforts are linked. Through a linked social / email strategy you can provide a joined up message and provide your customers with more choices of how to hear from you.
The struggle to justify investment of time and money in B2B Social Media is clearly shared by many who can see the opportunities and necessity to engage with potential and current customers within their trusted environments.
A key element of the challenge to persuade those who control the budgets needed to invest in these activities is caused by where responsibility or the drive to utilise this medium is often placed. In many organisations Social Media strategy and projects sit within on-line marketing or technical development. Often those involved in social media are being asked to show how their activities are directly generating leads, let alone the challenge of demonstrating page views of replies someone focusing on social media has posted to other peoples blog posts – and therefore have no visibility of page views. Social Media in a B2B environment does not work in such a simplistic way.
If Social Media activity was driven by PR would the method for measurement be different? Many companies monitor blogs and engage with influential bloggers, is this not what PR teams have done for years with influential journalists?
With a number of bloggers having as many if not more readers than many journalists should more effort be focused on engaging with them? When a press release is issued if it is posted on a microblog and then receives coverage how do you measure who was responsible for what elements of any success?
I am enthused by the amount of chatter about Return On Attention (ROA) and Return on Relationship (ROR) that I hear from Social Media proffesionals and on the internet. Measuring ROI for Social Media should be an evolution of what was used to measure the success of PR together with, where possible; measurements of page, audio or video views, followers or fans, buzz on blogs and microblogs, coverage including links back on other sites and details of the sites that embed your content in theirs where quality is worth far more than quantity.
What is difficult to measure is what will happen to orgaisations that do not engage in Social Media. Those who do not will pay a price when they have to attempt to catch up with those who had the vision early on to invest in Social Media.
The other key consideration is that if you do not invest in social media and utilise it to engage with current and potential customers somebody else may on your behalf. How much could that cost you.
In a rapidly evolving medium, developing Social Media strategies and measuring Social Media is challenging and like the medium itself time consuming, though we have to do and work out what works best for both the engagement and the measurement.
A Twitter conversation about measuring B2B Social Media
When I started writing this post I added to twitter that I was writing it and within seconds was messaged by @briannranca here is the conversation:
@wellbelove attempting to write a blog on Social Media B2B ROI – not the easiest of tasks
@briannranca i personally think all talk of ROI specific to social media should be put on hold. still too early, but what can you do?
@wellbelove I agree, however trying to persuade those with budgets that we should engage in this activty without a ROI model aint happening
@briannranca yeah, unfortunately that’s the world we live in…it’s all about the numbers
I agree with Brian regarding it being too early to agree a measurement for a B2B ROI model for Social Media and those of us championing the opportunities that social media offers organisations to engage with their audience need to discuss more the ‘do nothing’ or ‘do nothing till we have to’ scenarios – and the enormous risks that these involve.
I recently, through Friends reunited, caught up with a very very old friend. When I knew her she was still a school girl but now is married to a fireman, has three children and also owns her own manufacturing company.
So clearly a hugely busy person, so how does she have time to bring up the children, run her business and be part of a couple? How does anyone who runs a business find time to benefit from really benefit from what the internet can offer?
The Internet offers huge opportunities to both engage and maintain your relationship with current customers and develop new prosperous relationships with a wider audience.
The company website is dead
You may ask why someone who is involved in developing company and organisations websites would say something such as ‘The company website is dead’. I am not sugesting that Johnson & Johnson or Procter & Gamble should close down their websites. What I am saying is that both small and large companies need to look beyond their website to social media to engage with a wider audience.
A company or any organisation who only looks and develops their website is like a shop keeper who forgets to open the shop door in the morning and doesn’t see the customers passing by because they cannot get in – or a call centre that only provides its phone number to a small percentage of the potential people who could call it [and possibly buy something!].
Why is blogging so good
Good blogging can really provide your audience with useful information, help them learn more about you and your organisation and demonstrate a human side to what otherwise may just seem a corporate block.
Search engines love blogs, they often trust the information more than company websites and by having content on other platforms such as this (wordpress) it means that when individuals search for information that you are writing about within the same place they blog they will find you – and what is great is bloggers are more likely to engage in a conversation on-line and thus create more content.
Business blogging do’s….
Write frequently (once a week (pref) or month good – once a year bad)
Write with an audience in mind and provide useful content
Be open to, and not scared of, criticism – you can always demonstrate how good you are by writing a post about how your responded where your organisation failed
Business blogging don’ts…
Promise to do something on your blog and not do it
React bad to criticisms online – do not be defensive
Write purely sales content and marketing messages
So my friend has started blogging, and I trust she will write some insightful information. Her first blog asks Why don’t people want to save money… hopefully some will be saving money with her soon.