DCC BACKSTAGE: SOCIAL MEDIA EDITION, 2013 | Volume 1.0
AN OVERVIEW
LETTER FROM THE DCC
TRENDING… In the past, marketing was a lean-back activity. Brands would partner with agencies to create print or TV spots that talked to or at consumers. They were controlled and one-way messages. While there was massive reach, there was very little engagement. Fast forward; long gone are the days when we’d shoot a print ad, walk away, wait until we saw results and bake learnings into the next campaign. Now, we have the opportunity to create an ongoing dialogue with millions of consumers while building brand equity and driving sales at the same time. What might be startling for some to realize is that our consumers are expecting to have this conversation with us… Where do we start? Social media is one of the best ways to create such dialogue because you’re fishing where the fish are swimming. Consumers are spending more and more time engaged in social networks and we need to understand what these platforms are and how they’re used so we can move towards the role of strategic and valuable content provider, enabling always-on, brandappropriate dialogue. It’s important to remember David Meerman Scott’s words, “Social media are the tools but real time is the mindset.” Why? “Ultimately, brands need to have a role in society. The best way to have a role in society is to understand how people are talking about things in real time,” says Jean-Philippe Maheu, former Chief Digital Officer at Ogilvy. And once we understand what they’re saying and what they want, we can begin to orchestrate new conversations with our brands. Success is thinking about this channel more as an ongoing publisher who provides compelling content to create a value exchange with consumers.
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LETTER FROM THE DCC
THE BEST AND BIGGEST SOIREE ON THE PLANET Social media is the most popular online activity worldwide. Think about it for a moment; if you’re not personally engaging on social networks every day, chances are that you observe the behavior everywhere—people checking in on Facebook at your favorite restaurant or perhaps your children accessing Twitter on their mobiles. But it’s not only the digital natives; those over 55 years of age (in addition to males) are the fastest growing segment in social. And social is indeed spreading. Our consumers are spending more and more time on social networks across the globe. According to eMarketer:
Nearly one in four people worldwide use social networks. The number of social network users around the world will rise from 1.47 billion in 2012 to 1.73 billion this year, an 18% increase. By 2017, the global social network audience total will be 2.55 billion. Asia-Pacific has the largest social network user base, with an audience of 777 million people, which is more than triple the size of Latin America’s social network audience, the second-largest worldwide. The fastest increases in social network user populations are expected to come from India, Indonesia, Mexico, China and Brazil.
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LETTER FROM THE DCC
THEY’RE TOTALLY ENGAGED They’re already commenting, liking, retweeting, reblogging and embracing the hashtag. They’re using filters and creating new content themselves. They’re engaging with each other and with brands. It’s an ongoing marathon to keep our content relevant and always-on so that we stay among the top of their consideration set when they’re ready to purchase. While acquisition is key, equally as important is making certain they continually engage with our brands. As Jay Baer warns, “Activate your fans, don’t just collect them like baseball cards.” Create content that tells stories so they’re commenting, liking, retweeting, reblogging, hashtagging and embracing our content. The opportunity is ripe and ready for the picking. comScore reports that:
Nearly 1 in 5 minutes online is spent on social networks, and the mobile numbers are increasing. Across all regions, women are more social; worldwide, women spend 6.5 hours on average engaging with social networks, compared with 5.0 hours for men. Average Engagement with Social Networking by Region (in hours):
Latin America: 7.6 hours Middle East/Africa: 7.2 hours Europe: 7 hours North America: 6.4 hours Asia-Pacific: 2.9 hours We know they’re swimming in social, so how do we harness it appropriately for our fragrance and beauty marketing campaigns?
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LETTER FROM THE DCC BENEFITS OF THIS GUIDE According to HubSpot, companies that blog get 55% more web traffic and 70% more leads than those that don’t. In fact, businesses that blog at least 20 times per month generate 5x more traffic and 4x more leads. We know we need to do it but doing it well is another story. Let’s start with the basics and we’ll build from there. We created this guide to enable the following:
Provide a framework as to how we should think about social media at Coty Empower global and local marketing teams to make decisions about which social media channels are right for our brands/markets and how best to use them Given the fast-changing nature of the medium, this guide will be updated on an annual basis. And of course, we’ll continue to share more real-time information on digital, including best-in-class social marketing campaigns, through the monthly DCC newsletter. We hope you find this information useful as you go forth planning new campaigns and optimizing those already in existence. We look forward to future partnership. Cheers,
Kristen D’Arcy Vice President of Global Digital, COTY Inc.
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PLATFORM OVERVIEW A social utility that allows users to connect and keep up with friends and others who work, study and live around them.
1.1B monthly active users 58% return daily 750M
mobile monthly active users
54% YOY growth 10 - 15 46%
visits per day on the mobile app
use it while they shop or run errands 5
FACEBOOK STRATEGIES FOR BEST PRACTICES: WHAT CAN I DO AS AN ADVERTISER? Have a two-way dialogue where you engage with your current and potential consumers. Daily conversation with your best consumers drives brand loyalty and top-of-mind awareness.
Create a page to promote products and also run advertising to promote content. Paid media in the form of ad units, video units and page posts. Your page posts are creative for Facebook Ads, which has been proven to drive strong ROI; posts should be worthy of being boosted into an ad.
HOW SHOULD I DO IT? Maintain a good content calendar on Facebook, which includes posting strong images, relevant content and new product launches. Establishing a strong brand voice is crucial. Ask yourself: What can deliver your brand objectives? What do consumers want to hear and talk about? How can we leverage what we’re already doing? What do we have the right to talk about? What complements the rest of our advertising and communication efforts?
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FACEBOOK STRATEGIES FOR BEST PRACTICES: HOW SHOULD I DO IT? (Cont.) Times to post depend on how your fans have engaged with you in the past. Generally, posting in the morning or evening does well, but it depends on your brand and/or product. Engagement rates are 18% higher on Thursdays and Fridays.
Photos are an easy way to quickly engage with consumers. Use simple images that can be easily understood in the context of the News Feed. Photo posts get 39% more interaction.
In the News Feed, your posts compete with your fans’ friends and family, so keep your copy short and conversational. Shorter posts get 23% more interaction. Be timely and brand relevant. Take advantage of current events, holidays and seasons to relate with your fans, but be sure it’s relevant to your brand.
Post content that helps people: 1. Craft their identities 2. Make their lives easier 3. Build relationships with friends 4. Help others
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FACEBOOK STRATEGIES FOR BEST PRACTICES: HOW DO I MEASURE IT? Coty can measure via standard media metrics like clicks, impressions, reach, etc. If third-party measurement is required, Facebook works with Nielsen, comScore and Datalogix (U.S. only). There are studies that measure brand lift, online campaign ratings (ex: online GRPs) and lift in offline sales. Please contact the DCC for more information on social studies. Measure against your business objectives: Reach: Did I reach the right number of people and the right type of people? Brand resonance: Did I improve my brand’s image and change the attitudes of customers? Reaction: Did I cause a customer to act—to buy a product, sign up for a service or make a referral?
Resources and Tools to measure these objectives: Reach: Nielsen Online Campaign Ratings, Nielsen Cross-Channel Campaign Ratings, Custom Audiences (CRM Data, Lookalikes, Partner Categories) Brand Resonance: Nielsen Brand Effect and FB polls, 3rd party research vendors Reaction/purchase: Datalogix DLX ROI, Outcome Matching, Conversion Pixel and Multi Touch Attribution, Market Mix Modeling
FACEBOOK USERS INTERESTED IN BEAUTY: � Facebook users identified as interested in beauty products skew young, with almost 58% between 18-34 years old and predominantly female
� On a monthly basis, Facebook US users interested in beauty products are nearly 2x as active as the average user
� 56% of US social network users like or follow brands in the personal care category in order to get advice on a purchase or identify with the brand
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PLATFORM OVERVIEW A real-time interest network that brings people closer to what’s most important and relevant to them.
Founded in 2006 with product roots in mobile
Tweet format: 140 character
maximum is based on SMS texting limitations
200M+
active users/month (+100% YOY growth)
120M+
active mobile users/month (+40% QOQ growth)
400M+
Tweets per day (+60% YOY growth) 9
TWITTER STRATEGIES FOR BEST PRACTICES: WHAT CAN I DO AS AN ADVERTISER? Connect your business to what consumers find most meaningful to them in the moment. Influence consumer attitudes and behavior by participating in their conversations. Participate in cultural events (leverage pop culture, seasons, trends). Drive transactions. Listen/ask/respond directly with consumers. Tell engaging stories. Broadcast content (amplify reach, share messages).
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TWITTER STRATEGIES FOR BEST PRACTICES: HOW SHOULD I DO IT?
Establish your Twitter vision and charter 1. State your mission on Twitter. 2. Create clear goals on Twitter (should align with existing marketing objectives). 3. Know your audience on Twitter (identify who you’ll be tweeting to). 4. Define your metrics on Twitter (model metrics after KPIs).
Monitor the conversation around your brand and take action. Address comments directly and quickly. Respond with authenticity. Be personal and conversational. Observe the conversation surrounding the competition.
Mobilize the team
Keep comments positive and professional.
1. Choose your Twitter team:
Highlight your brand’s advantages.
Market-Facing (community managers, customer service representatives, sales and commerce teams, etc.) vs. Business-Unit (strategic leads and partners (agencies), security and compliance officers, corporate communications/PR).
Respond in a timely manner.
2. Determine roles. Who’s responsible:
Share opinions and views relevant to follower interests.
Write tweet copy; post tweets; monitor conversations; monitor the competition; watch for trending topics/news; respond to inquiries; approve promotions; authorize discounts; optimize performance; track results/measure impact.
Identify and promote brand advocates. Engage regularly with brand supporters.
Balance the cadence of message delivery – don’t spam! Measure the mood when addressing brand critics. Address brand detractors directly. Respond with empathy and sincerity. Keep the discussion going for as long the interaction is appropriate. 11
TWITTER STRATEGIES FOR BEST PRACTICES: Find your voice and tone
Structure tweets for engagement.
Be human, be responsive, and be flexible.
Calls-to-action: Retweet, follow, reply, vote/poll, submit, include a #hashtag.
Top 10 Best Performance Tweets of all time incorporated these best practices A character length of less than 100.
Tweet 4 or fewer times per day to keep engagement high.
72% used hashtags to brand conversation.
Tweet on Saturdays and Sundays to achieve brand engagement rates that are 17% higher.
70% featured new, up-to-minute content.
Time tweets to benefit your audience.
98% included a link for deeper engagement.
40% used direct calls to action (“Click here”). 40% were exclamatory in tone (used “!”). 38% announced the launch of a new product. 24% asked a question. Offer value that delights your followers.
Monday: special promotions Tuesday: behind-the-scenes Wednesday: helpful tips Thursday: media spotlights Friday: focus on your followers Tweet during the day (between 8am-7pm) for
Make your offer exclusive to Twitter.
engagement rates 30% greater than nighttime.
Align with an event to drive awareness. Encourage people to share the offer.
Encourage content sharing.
Promote through interactivity.
Align with partners and influencers.
Create a game or competition.
Leverage spokespeople, celebrities and marketing partners.
Integrate with TV for more reach. Highlight shared consumer experiences. Develop a content plan.
Amplify your TV investment with TV ad targeting.
Mirror your marketing plan + calendar. Leverage owned content and assets. Prepare for real-time opportunities.
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TWITTER STRATEGIES FOR BEST PRACTICES: HOW DO I MEASURE IT? Engagements (replies, retweets, favorites); followers; brand effect, etc. Resonance: measures how well Tweets are resonating with users.
PROMOTED TWEET METRICS: Promoted Tweet dashboard provides a snapshot of impressions, Effective Cost Per Engagement, Spend and a range of other engagements. Shows a real-time look at campaign performance. Impressions: Measure the number of times a user is served a Promoted Tweet. Clicks: refers to the number of clicks on a Promoted Tweet; includes all clicks. Retweets: The number of times a Promoted Tweet is retweeted via the retweet button. Replies: A tweet posted in reply to a Promoted Tweet. Always begins with @username. Favorites: The number of times a Promoted Tweet has been marked as special or preferred via the favorite button. Follows: Measures the number of follows gained from a Promoted Tweet impression and engagement that leads to a follow via the account page. Engagement: The number of clicks, follows, retweets, favorites and replies to Promoted Tweet content. Engagement Rate: The number of clicks, follows, retweets, favorites and replies to campaign content over the total number of impressions served. ECPE: Total spend divided by total engagements (billed engagements, non-billed engagements and earned media engagements).
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TWITTER STRATEGIES FOR BEST PRACTICES: HOW DO I MEASURE IT? (CONT.) Engagements (replies, retweets, favorites); followers; brand effect, etc. Resonance: measures how well Tweets are resonating with users.
PROMOTED ACCOUNT METRICS: Promoted Accounts dashboard used to gauge and optimize campaign performance. Impressions: Measures the number of times users have been served a Promoted Accounts suggestion. Clicks: Refers to the number of clicks on a Promoted Account username or avatar. A click on the follow link or the hide link on the Who to Follow panel does not record a click. Follows: Measures the number of follows gained from a Promoted Account impression on the Who to Follow panel, Who to Follow page, in search results or via the account page after clicking on the account in Who To Follow. Profile Views: refers to the number of times users have viewed the Profile page via a click on a Promoted Account username or avatar. Follow Rate: Follows divided by impressions. Cost Per Follower: Follows divided by impressions.
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TWITTER TWITTER PROMOTED PRODUCTS: Promoted accounts scale your audience, build loyalty and increase earned media. Promoted tweets in-timeline increase reach, drive engagement and amplify conversations. Promoted tweets in-search leverage real-time intent, align with trending topics and own brand and industry conversation. Expandable tweets distribute rich messages and drive engagement. Promoted trends drive mass awareness, seed conversations and kick-off events.
BEST PRACTICES FOR HASHTAGS Hashtags are commonly used for television shows, at conferences and in discussion of major news and entertainment events. They are most powerful when you use them judiciously. Including more than two in a tweet is probably overkill, and you only need to tag the most important word that represents the theme of your tweet. Be #Obvious. Consolidate: centralize your usage around one hashtag. Mad-Lib Hashtags: create a hashtag that prompts your users to complete a sentence or phrase. Live Q&A: Answering questions is an easy, low-friction way to engage with your Twitter audience.
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TWITTER’S VINE
PLATFORM OVERVIEW A mobile service that lets you create and share short looping videos. Launched January 24, 2013 Capture and share 6-second looping videos Like Tweets, the brevity of videos on Vine inspires creativity
40M users
ď‚
5 tweets per second contain a Vine link
Videos span 6 seconds and loop upon completion A branded Vine is 4x more likely to be seen than a branded video
Vine posts extend Tweets
Top 5 industries on Vine: Available on both iPhone and Android devices
Fashion, Sports, Automotive, Technology, Print
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TWITTER’S VINE STRATEGIES FOR BEST PRACTICES: WHAT CAN I DO AS AN ADVERTISER? Record 6-second videos by tapping the screen. Remove finger to stop recording. Repeat. Videos are posted to Vine. Vine posts are easily shared via Tweets. Posts can also be posted to Facebook. What makes a Vine post unique? Ease of recording, looping video, time manipulation, sound.
HOW SHOULD I DO IT? Sneak peeks—give followers access to new campaigns, launches, and products Sweepstakes/contests Create How-To videos
HOW DO I MEASURE IT? Similar to Twitter (track engagement via number of followers, retweets, favorites)
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PLATFORM OVERVIEW An online social networking service that enables its users to take pictures and videos, apply digital filters to them, and share them on a variety of social media platforms.
150M monthly active users 60+% users outside the US 16B photos shared 1.2B likes daily 55M average photos per day 8500+ likes per second 18
INSTAGRAM STRATEGIES FOR BEST PRACTICES: WHAT CAN I DO AS AN ADVERTISER? Create an Instagram account to tell your brand story and to engage with your followers. As of September 2013, Instagram has not released formal advertising opportunities, but they’re in development.
HOW SHOULD I DO IT? Include information about your brand, an image or logo, and a link to your website in your Profile. Post images that give followers a glimpse into who you are and help them build a connection with your brand.
HOW DO I MEASURE IT? Use Instagram API to access your own content and/or UGC based on username, hashtag or location. See where and how users are talking about your brand. Number of likes, posts and followers can be used to track engagement.
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INSTAGRAM TIPS FOR POSTING COMPELLING CONTENT: � Give users behind-the-scenes access.
� Take users through a day in the life of the brand.
� Show followers what you’re working on or what inspires you.
� Educate followers on the brand history.
Change perspective. Make sure you sign up for a personal account as well so you can experience what a user experiences.
Engage with the community. Interact with the Instagram community, both in the app and in person. Ask questions in your caption and respond to comments. Engage with your local Instagram Meetup groups. Encourage users to hashtag photos are your events.
Experiment. Experiment with what types of photos to share and how often to post. Share compelling content. Post photos that users can’t see anywhere else (behind-the-scenes photos or sneak peeks of what’s to come). Tell your story. Be authentic about the content you share to help build genuine connections with your followers. Expand your audience. Connect your Instagram account to your other social networks to increase your reach and exposure. Post consistently. Post often enough to keep users engaged, but keep them wanting more. Spread your posts out throughout the day or over multiple days.
Find customers on Instagram. Take a photo of your business, then tap the Where? field before uploading. Find your business in the nearby results or by searching for the location. Select your business, then upload your photo. Once your photo has been uploaded, tap the location name that appears in the blue text above your photo to see all the photos that have been tagged with that location. Host a photo campaign. Use #hashtags to organize submissions. Use API to create compelling campaigns. API allows you to pull photos from Instagram and display them on your own website or app. Photos can be organized by user, tag, time or place. 20
YOUTUBE
PLATFORM OVERVIEW
YouTube users in the women 21-34 demographic:
A video-sharing website, owned by Google, on which users can upload, view and share videos.
20M unique visitors / month
Over 1B unique visitors/month
8.4 hours of videos
Over 6B hours of video watched each month 100 hours of video uploaded to YouTube every minute 80% of traffic comes from outside the U.S. Localized in 61 countries and across 61 languages
121 videos per viewer / month viewer / month
81% reach of active Internet users in this demographic
7 the number of videos the YouTube beauty consumer views per session
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YOUTUBE STRATEGIES FOR BEST PRACTICES: WHAT CAN I DO AS AN ADVERTISER? Allow consumers to enter, discover, watch and engage with your brand via four key strategies: Programming: build a cohesive channel strategy and viewing experience
Optimization: ensure your videos will reach the widest audience possible
Community: build a genuine community around your channel and what it stands for
Promotions: Maximize reach and impressions with paid media
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YOUTUBE STRATEGIES FOR BEST PRACTICES: HOW SHOULD I DO IT? PROGRAMMING:
Hook your viewers. Make the first shot fascinating. Address the audience immediately.
Release videos frequently on a recurring schedule. React to trending topics with relevant content. Upload frequently; aim to publish a minimum of one video per week.
Tell them what they’re watching. Spark their curiosity.
Keep your feed active. Favorite, like and comment on other channels’ videos.
Ask a question.
Optimize for serial viewing.
Tease the rest of the video.
If you create narratives that extend across multiple videos, provide context at the beginning of each video and share information about the series, its schedule, release dates and links in the video description.
Keep branding to less than five seconds, unless it’s hilarious. Optimize for long-form content. Pique viewer interest for what’s coming up through graphics, in-video messaging, or other creative techniques. Create clips that pull out the best short-form content to act as stand-alone videos, maximizing your content. Consider creating promotional clips or teasers to attract more viewers to the long-form video.
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YOUTUBE STRATEGIES FOR BEST PRACTICES: HOW SHOULD I DO IT? PROGRAMMING:
Videos should have specific calls to action:
Use YouTube Live to cover timely events.
Subscribe: Invite viewers to subscribe to your channel and give them good reasons to do so.
Remember to test the live functionality, market the event on- and off-site, integrate calls to action and clip out content, and upload clipped content to your channel.
Watch more: Direct viewers to the next episode, a new video or a playlist. Like/share: Ask viewers to like or share a video – it gets broadcast to the community and will bring new viewers to your work. Comments: Ask for comments! Posing specific questions will boost participation. Create and manage playlists to organize your videos and provide an extended viewing experience. Playlists increase watch-time and create another asset that will appear in search results and in Suggested Videos. Feature your playlists on your channel page.
Create, release and/or package content that is themed around tent-pole events. Tent-pole events capitalize on search trends and audience interests. Identify tent-pole events that are relevant to your audience. Develop a programming calendar that covers all the videos you are going to create or curate for the event. Create a coherent channel experience to build your audience. An effective channel strategy communicates what kind of channel you have and helps viewers keep returning to it.
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YOUTUBE STRATEGIES FOR BEST PRACTICES: HOW SHOULD I DO IT? OPTIMIZATION:
Write detailed and comprehensive metadata (titles, tags and descriptions) for your content. Always represent your content accurately.
Create a cohesive and compelling channel experience that will turn first-time visitors into long-term subscribers. Optimize channel branding and metadata.
Make your title compelling.
Create organizational sections and a channel trailer.
Create a set of standard tags for your channel that can be applied to any video you publish. Use video description to summarize video in one or two concise sentences, describe your channel and drive viewers to subscribe. Create high-quality, custom thumbnails for your videos that accurately represent the content. Design and upload custom thumbnails for new videos. Update archive video thumbnails. Use annotations (clickable text overlays on YouTube videos) on your videos to increase viewership, engagement and subscribers. Add relevant and helpful annotations to all your videos after upload. Use annotations on archive videos to direct traffic to new initiatives or content. Make sure annotations add value and do not get in the way of the viewing experience.
Broadcast to subscribers through the feed. Maintain an active feed that keeps your audience engaged without overwhelming them. Your feed should stay current and promote the content that’s important to you (uploads, liked videos, videos added to playlists, channel posts, comments, channel subscriptions and favorite videos). Be a picky curator—understand your audience and share work that will appeal to them. Optimize videos and create content to reach the widest possible audience. Using online tools, caption your videos to ensure they are accessible to any viewer. Create content that can transcend cultural differences. Consider launching your content on a separate channel targeting new regions or language groups.
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YOUTUBE STRATEGIES FOR BEST PRACTICES: HOW SHOULD I DO IT? COMMUNITY:
Interact with your audience and build a community around your content on YouTube. Create viewer-centric content. Engage with your audience through social features on the platform. Develop relationships with top contributors. Work with other creators and crosspromote content between channels. Create a strategy to cross-promote your content to relevant audiences.
Leverage Google+ to build viewership and engage with your audience in new ways. Connect your channel with a Google+ page or profile to engage with fans and other YouTube creators. Engage your fans directly in Google Hangouts and broadcast live via Hangouts on Air. Share your content with relevant blogs, sites and online communities. Create a blog roll and only share relevant content. Target your outreach and build relationships.
Find and reach out to channels with similar audiences for collaborations.
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YOUTUBE STRATEGIES FOR BEST PRACTICES: HOW SHOULD I DO IT? PROMOTIONS:
Create promotional videos and pay to promote these on YouTube using AdWords for video: Create great ads with a clear callto-action and target these ads to the correct audience. Masthead: Get over 57M daily impressions and 20M daily unique users with 100% SOV. Remarket to consumers based on how they interacted with your ad. YouTube Homepage Ads: Increases likelihood of viewer to watch advertiser content on YouTube, to conduct brand query on search engine, for same-day visit to advertiser site, and to conduct brand query on YouTube.
YouTube Mobile Roadblock: 100% SOV on m.youtube.com for 24 hours (24M impressions, ad units run on home and search pages on m.youtube.com; ads can appear on highend and feature phones; customers can click through to mobile site, brand channel or YT Video). First Watch: Reach 16M unique visitors, the audience equivalent of a top TV show, and be the first brand that users see next to a video. Averages higher click-through and completion rates than standard pre-roll. TrueView In-Search: 59% of YouTube beauty consumer sessions contain at least one search; pay only when searchers click on your ad and begin watching; available on desktop and mobile.
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YOUTUBE STRATEGIES FOR BEST PRACTICES: HOW DO I MEASURE IT? Use YouTube Analytics to regularly assess your channel’s performance and investigate changes or trends across key metrics.
Understanding what causes viewers to enjoy multiple videos per visit can help you work smarter, not harder.
Understanding your repeat viewers lets you confidently create content they’ll love and come back for time and time again.
Views: Shows overall viewership trends and which videos are driving those views.
Demographics: Provides directional insights into audience age and gender. Geography: Shows which countries your viewers are from. Understanding which traffic sources drive the greatest viewership can help you get the most out of your audience development efforts. Playback Locations: Shows YouTube pages and embedding sites where viewers watch your videos. Traffic Sources: Shows external sites and YouTube features linking viewers to your videos. Understanding how audiences interact with your content can help uncover invaluable patterns and empower you to create more engaging content. Absolute retention: Shows which parts of your video people are watching and/or abandoning. Relative retention: Shows audience engagement compared to other videos of similar length.
Views vs. Unique Cookies: Shows how many average views are consumed per visitor. Understanding what causes people to subscribe can help you convert more casual viewers into loyal subscribers. Subscribers: Shows which videos people are subscribing and unsubscribing from most. Views vs. Subscribers: Shows how effectively you are converting subscribers from each view. Annotations are a powerful way to engage viewers and direct them to continue watching more of your videos. Annotations: Shows click-through and close rates for all of your annotations. Understanding which videos your audience interacts with most can help you craft more successful content and promotional strategies Likes & Dislikes: Shows how many viewers give your videos a thumbs up or down. Comments: Shows how many comments are left on your videos. Sharing: Shows how many times viewers share your videos and where. 28
GOOGLE+
PLATFORM OVERVIEW Social-networking and identity service that allows for more customized, relevant social interactions across Google properties.
500M unique global visitors 12
minutes = average time spent by daily users
135M 30-day actives DEMOGRAPHIC BREAKDOWN: Ages 13-17: 8.6% Ages 18-24: 13.6% Ages 25-34: 22.1% Ages 35-44: 18.5% Ages 45-54: 17.3%
Ages 55-64: 11.7% Ages 65+: 7.8% Male: 50.8%; Female: 49.2% $100K+ HHI: 34.4%
social actions 235M taking across Google
100
Top Brands have over 100M followers
3.4B photos shared 29
GOOGLE+ STRATEGIES FOR BEST PRACTICES: WHAT CAN I DO AS AN ADVERTISER? Create a brand page to post content and enable engagement and discoverability in Google Search. Connect with your YouTube channel to drive traffic to your YouTube content. Host Hangouts on Air to make a splash, promote product launches and connect with customers. Enable brand discoverability: followers may see content you’ve posted on your Page when it’s relevant to their search terms, which helps drive organic search results. Brands are using Hangouts on Air to help with brand awareness, product launches, drive conversations, customer support, loyalty/retention and reputation management.
GOOGLE+ FEATURES: Hangouts: Private chat with up to 10 people; broadcast to the world with Hangouts On Air. Google+ Communities: Create a place for your fans/followers to engage more deeply with each other. Events: Create customized invitations that integrate seamlessly with Google Calendar and Google Maps. Two types: public events and public-on-air events. Google+ and search: Google+ content can appear to a user in Search when relevant and shared with them (or public). Influence how you look in Search, in real time.
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GOOGLE+ STRATEGIES FOR BEST PRACTICES: HOW SHOULD I DO IT? Post regularly for continued engagement. If you post more than once a day, space out the content throughout the day so that you don’t overwhelm users. Highest number of users are engaged between 10am-4pm and 5-7pm. 74% of video streaming on Google+ occurs on weekdays.
TIPS TO GET STARTED:
TIPS TO MAINTAIN:
Complete your profile. Make sure that your page is complete and interesting before you promote it.
Growing your audience: Focus on engaging your followers and getting them more involved.
Welcome users. Welcome people to your page with your first post.
Post regularly to your page.
Share exclusive content. Make sure your followers can learn something new and unique from your page. Start a Google+ Community. Interact with people who share common interests. Promote your page. Encourage users to follow your page and use the G+ badge on your website. Host Hangouts. Gives followers the unique opportunity to engage with you.
“Follow us on Google+” Promote your profile on your website and other social media channels. Link your Google+ page to your site. Develop authorship in search. Enable direct connection. Connect Google+ and YouTube Your live Hangout on Air appears in Google+ and YouTube; it can also be streamed to website and Twitter.
Post often and keep content fresh. Post up-to-date content frequently to keep your followers engaged (but don’t overwhelm them). Test, experiment and learn. Try different kinds of posts, questions and Hangouts to see what works best for you and your followers. 31
PLATFORM OVERVIEW A pin-board style photo-sharing website that allows users to create and manage image collections based on certain themes, such as events, interests and hobbies. Rural residents are more likely to be on Pinterest than city dwellers Pinterest attracts higher-educated affluent women
48.7M total users 1.36M visitors per day 15%
of Internet users are on Pinterest
80% of users are women 50% of users have children
Average HHI = $75K+ The average Pinterest follower spends 15 times more money on Sephora.com than the average Facebook fan
25-34
is the most popular age group on Pinterest 32
PINTEREST PINNING 101: People pin your content. A pin is an image or video that people add to Pinterest. People add pins directly from websites or apps by using the Pin It button. Any pin can be repinned and all pins link back to their sources.
They organize pins by interest. People organize pins into collections called boards, and share their boards with others. The same pin might be pinned to lots of different boards across lots of interests, making boards a great place to discover new things.
They use feeds to discover pins. People can follow all of someone’s boards or just the ones they like best. As they discover and follow more pinners and boards, their feed becomes more relevant.
STRATEGIES FOR BEST PRACTICES: WHAT CAN I DO AS AN ADVERTISER? Learn from pinners. Use insight from Pinterest analytics to make smarter choices about your merchandising, product development and pinning strategy. Motivate people to pin. The more people pin your content, the more discoverable it becomes. Show off your most popular pins. Lots of businesses highlight their most-pinned products on their websites and in physical stores.
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PINTEREST STRATEGIES FOR BEST PRACTICES: HOW SHOULD I DO IT? Establish your presence on Pinterest. Start with an eye-catching profile. Create a business account and be sure to verify your website. Create and organize boards. Create a range of boards that showcase your brand’s personality and taste, and make sure each board has enough pins to make it feel substantial. Give your boards clear names but don’t be afraid to get creative. Choose a compelling cover pin for each board. Pin like a pro. Pin at least once a day so your followers get fresh content in their home feeds. Try pacing your pins throughout the day. Don’t just pin your own stuff; you can tell a richer story by adding pins from others. Make sure your pins link back to the right place for a better pinner experience. Engage with the community. Be an active pinner yourself. Follow other people’s boards and repin, like and comment on pins that inspire and relate to your business. To encourage more pinning, make it easy to pin from your website and email marketing, and promote pinning in your social channels, packaging and advertising. Use plenty of high-quality images (at least 600 pixels wide). Add the Pin It button to your site. Make pins from your website more useful. Use rich pins to automatically include information like prices, availability, ingredients and reviews with your pins. 34
TUMBLR
PLATFORM OVERVIEW
18+ minutes = average Tumblr
A microblogging platform and social networking website that allows users to post text, photos, quotes, links, music and videos.
17B+ monthly global pageviews
DEMOGRAPHIC BREAKDOWN:
120K+ new users everyday
48% Female; 52% Male
118M+ blogs
Ages 12-17: 14% Ages 18-34: 43% Ages 35-54: 27% Ages 55+: 14%
session
225M+ monthly global uniques
53B+ posts 80M+ posts per day 80% of reblogged posts are photo posts
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TUMBLR PLATFORM OVERVIEW (cont)
Over half of Tumblr’s active users follow more than 10 blogs
Top countries: U.S., Brazil, UK, Canada, Russia, Gemany, France
70% active consumers (who actively create original content, reblog content and/or like content) and 30% passive consumers (who simply consume content)
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TUMBLR STRATEGIES FOR BEST PRACTICES: WHAT CAN I DO AS AN ADVERTISER? Brands and user base are given the tools to build a completely customized (& socially capable) website using the Tumblr platform. With this site, they have access to Tumblr audiences and user base and can amplify their content through Sponsored native ad units. Tumblr offers Radar units (right hand rail discovery unit), mobile in-stream units (within iOS, Windows Phone and Android apps) and ultra-native web in-stream units that are immersed into each Tumblr user’s dashboard (logged-in) experience.
HOW SHOULD I DO IT? Post great content across a range of media formats. Brands should be visual and speak in a voice that is authentic and acknowledges the Tumblr community they’re trying to reach (and thereby encourages these communities to share and further spread the brand’s messaging).
PAID MEDIA ON TUMBLR: Web & Mobile Sponsored Posts: Reach millions of unique users with native content on the Dashboard. Reblogs can generate earned media for weeks and months after a paid campaign.
Sponsored Radar: Radar is a rotating showcase of exceptional posts handpicked for originality and creativity. With 120M daily impressions, its prominent position drives blog traffic and engagement, giving brands the opportunity to earn thousands of Likes, Reblogs and new followers.
Sponsored Spotlight: Spotlight is a curated selection of extraordinary blogs handpicked for originality and creativity. A Sponsored placement gets you top billing in one of 50+ cateogries, including beauty, gaming, music and more.
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SPOTLIGHT ON CHINA
China represents an enormous opportunity when it comes to digital but specifically, in the social media space. We’re working on a separate China report but noteworthy stats about this evergrowing market – ºº China has the largest Internet population (591 million online as of June 2013) in the world but only 42% of the population is penetrated, which means there’s tremendous growth opportunity in the future (vs. U.S. (78%) and EU (63%) population penetration) ºº Chinese consumers spend approximately 10% more time online vs. those in the U.S. ºº Mobile users outpace PC users ºº Android devices dominate the marketplace ºº China is the largest e-commerce market; in 2015, estimates bring EC to $445B here vs. $270B in the U.S. and $143B in the UK ºº There are 600 million Chinese users of social media. Among the more popular destinations: Sina Weibo, Qzone, Tencent Weibo, Pengyou ºº 43% of social media users are interested in products shared by their friends on social sites 38
SINA WEIBO PLATFORM OVERVIEW Sina WEIBO is a Chinese microblogging site. Akin to a hybrid of Facebook and Twitter, it is one of the most popular sites within global Chinese community. It was launched by SINA Corporation in August 2009, and now has >
500M Total Number of WEIBO Users
> 1.45M Registered Users in North America >
600 Enterprise Accounts in North America
>
1.5M Daily WEIBO tweets in North America
600,000 - 650,000 Monthly Users login (Desktop 67%, Mobile App 77%, Mobile WAP 40%)
53%/47% Male/Female Age:
14% < 20 years old 42%; 21-35 41% 36-45 3% > 46 years old Education:
83% of WEIBO users are holding at least one bachelor degree 39
SINA WEIBO STRATEGIES FOR BEST PRACTICES:
WHAT CAN I DO? Tweet: 140 Chinese characters per tweet Embed and repost photos & videos within tweets Personal photo album with privacy setting function Instant chat with your WEIBO friends Participate in polls, or create your own polls and ask your fans to vote Mobile Apps are available for iPhone, Android, iPad, Blackberry, Android Tablet, Symbian, Kjava, and Windows Phone “Open” platform, hundreds of third party apps Automatically syncs your tweets from Twitter to Sina WEIBO
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AYUDAR. AIDER. HELPEN. YARDIM. AJUTOR. HOUSTON, WE HAVE A PROBLEM… Crisis management planning is key in social media given its transparency and lack of consumer filters. In addition to Coty Legal’s training which is accessible to the organization, 360PR provides eight simple steps for keeping calm and carrying on to help manage a social media crisis. 1. Have a plan. Every brand should have a social media policy and community management plan in place. There needs to be a clear understanding of what steps need to be taken if a crisis is to arise. Your plan should include a link to your Terms of Service, a list of who within the company needs to be notified and what steps will be taken to take control of it. 2. Pay attention. The most important thing your brand needs to do is pay attention and listen to the conversation. Going into a crisis blind is not a recommended practice. Use social media listening tools like Radian6 and HootSuite to listen to conversation inside and outside of your brand. 3. Know what a crisis is. It is very important to understand what a social media crisis actually is, how it originated, how the fan or customer has been affected, and why others are rallying behind the issue. Listening to the conversation will help you shape an insightful and compassionate brand response. 4. Acknowledge it as quickly as you can. In today’s fast-paced digital conversation, speed matters. Your initial response should let the public know that you are acknowledging the issue, as ignoring is only makes matters worse. Being as transparent as possible–as quickly as possible–is highly recommended.
5. Let people vent. When acknowledging a crisis, it is best to do so on a page that you have control over—like your Facebook or Tumblr pages. This process allows you/the brand to control the conversation. 6. Always keep your cool. Never get into a public argument with users by posting something negative or argumentative in response to their comment—doing so will undeniably make matters worse. It is best to take a step back and put yourself in the customer’s position. 7. Build an area to house information. Develop an area on your website or blog that contains all of the information about the crisis and what your company is doing about it. Then, when responding to followers and fans, you can send them directly to the dedicated URL to help streamline communication. 8. Turn a negative comment into a positive. If you did something wrong, own up to it. Instead of trying to figure out where the blame lies, turn upset fans into loyal customers by taking responsibility. Own up to the issue instead of deleting consumer comments about it, because deleting negative comments instead of addressing them will only add fuel to the socialfire.
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A LITTLE SOMETHING EXTRA GLOSSARY OF SOCIAL MEDIA TERMS:
• Blogroll: A list of recommended blogs on a person or business’ blog site.
(Source: “Social Media Glossary.” Constant Contact.)
• Comments: Many social media sites encourage readers and viewers to leave comments on what has been posted, whether it’s a quick status message, a video, an article or a picture. Some sites, like Facebook, use the number of comments to determine how a post is included in a person’s news feed. On YouTube, video “owners” have the ability to turn off comments for an individual video.
• API: Short for Application Programming Interface, this is a programming format that a website or piece of software uses to allow other websites to interact with it. • App: Short for Application, this is a program or add-on, usually for Facebook or for a mobile device (i.e., an iPhone or Blackberry). Its purpose is to deepen user interaction and provide greater depth of functionality and engagement. • Avatar: An online picture that’s associated with your social media accounts. Business people typically use a headshot for personal accounts, while companies and organizations use their logo. • Bit.ly: One of many sites that generate shorter URLs that can be used for posting links on Twitter and other sites where users are limited to specific character lengths. Users paste the long URL into a text box and the site generates one that is shorter. The service is free, but businesses can sign up for an account that will let them create a more personalized short URL. • Blog: There are a lot of different definitions for a blog, but put simply, a blog (short for “web log”) is a website or part of a website where you can post regular entries of opinion pieces, news, case studies, your email newsletter archive, or anything else you want to share with your customers or prospects. The best blogging platforms provide an indexable content management system that makes it easy for you to categorize and publish content (ie: “posts”). Your blog posts can provide the content you need to fuel your email newsletter and other social media marketing efforts. Blogs can also be distributed outside of a website context by RSS feed.
• Crowdsource: The practice of asking a collection of individuals online for opinions, suggestions or submissions. For example, you might not be able to choose between two newsletter articles, so you’d ask the people who Like you on Facebook or are following you on Twitter which one you should include. Or you can simply post both stories to Facebook and Twitter and discover which one resonates most based on the number of likes, shares, comments or retweets. Crowdsourcing can also be helpful if you’re planning an event and can’t decide on a date or location, or if you’re looking for suggestions for a vendor. • Embedding: The act of adding code to a website so that a video or photo can be displayed on that site while being hosted by another. For example, YouTube provides a simple snippet of HTML code that can be used to embed a copy of any video on a website or blog. The video will play inside a YouTube-branded player. Owners have the ability to turn embedding off, but that limits the viral potential of a given video. • Engaged: People who interact with a business, organization or individual (on social networks, in email, etc.) by posting comments and sharing content are said to be engaged.
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A LITTLE SOMETHING EXTRA • Facebook: The largest of the social networks, Facebook has become a favorite destination for people, businesses and organizations to connect and share information because of its easy-to-use interface and interactive features. It’s the most multimedia-friendly of the big three networks, as members can post text, pictures, audio, and video. It also offers tons of applications and widgets that can make your Facebook Page engaging and fun.
Commenting: Just about everything posted to Facebook has a comment field below it for you, Friends, and fans to post a response and facilitate a conversation. When comments are left on personal profile updates, the owner gets an email notification. However, Page comments do not have email alerts associated with them, so it’s vital to check back regularly to see if customers are leaving comments and to respond appropriately.
Fan: This is the term that was used for someone who chose to connect with a Page. Facebook no longer uses the term; currently, when someone chooses to connect with a Page, he or she “likes” it, rather than becoming a fan. (See “Like.”) While most people will know what you mean when you ask them to “Become a Fan” on Facebook, the preferred terminology is for you to ask someone to “Find” or “Like” you on Facebook. Friend: When you want to connect with someone on Facebook through a personal profile, you “friend” them. The friend connection is two way, meaning both parties have to agree before the connection is made. (See also “unfriending.”) Like: The “Like” button is now ubiquitous on Facebook (and off). The Like button provides a simple way for Facebook users to share their approval or endorsement with their network of friends. Users can Like a Page as a way of providing a recommendation or they can simply Like an individual post, picture, or video to provide a virtual thumbs up. You may have noticed Like buttons on non-Facebook websites. This is a great way to get visitors to your website
or blog to recommend your business or an individual post to Facebook network. (You can learn how to add a “Like” button to your website here: http://www.facebook.com/badges). You can also add a “Like” button to your email newsletter to help amplify your voice and extend your message beyond the inbox.
Message: Messages are private notes sent between users. They’re only viewable to the sender and recipients. It’s pretty much like sending an email but with an address book that is limited to your Facebook friends. Note: Facebook does not allow you to send a private message to anyone who Likes your Page. News Feed: What Facebook calls all the items that your friends and the businesses/organizations you Like have posted. Users have two ways to view this content: You can see “Most Recent” items (i.e., everything that’s been posted) or “Top News” items (i.e., those that have been most commented on). Page: A Page (previously referred to as a Fan or Business Page) is the recommended platform for your business or organization to connect with new people and engage with your existing customers in an open dialogue. The benefit of a Page is that customers can follow it by hitting the “Like” button without the connection having to be reciprocated. When you post a comment to your Page, it will show up in your fans’ news feed, for all their friends to read and share. You can create an incredible network effect by posting interesting and valuable content and promotions to your Page. Personal profile: Any individual who is on Facebook has a personal profile; it’s the focal point for the entire network. Your profile page contains all your pertinent information and is how others find and connect with you on Facebook. Through your profile, you can share status updates, photos, videos, links and other content. Plus, friends can comment on your posts. Businesses, organizations and celebrities are recommended to create a Page rather than a personal profile.
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A LITTLE SOMETHING EXTRA Places: Facebook’s geo-location feature allows users to check in wherever they are. As opposed to similar services like Foursquare, Facebook Places allows users to tag their friends who are also at a location, giving businesses and organizations an even better indication of who is visiting their establishment or attending their event. (Note: Facebook users can choose to block themselves from being tagged if they don’t want that kind of information to be revealed.) Privacy Settings: Facebook has a myriad of privacy settings that you can use to control who sees what. Note that Facebook changes the range of settings and their defaults from time to time. It’s good to keep an eye on any changes to Facebook’s Terms of Service. Share: Sharing is synonymous with posting or publishing. You can publish text, links, photos, videos and events on Facebook using the share box at the top of your profile (it says, “What’s on your mind?” inside the box). After entering your text, you have the option to upload a photo, video, or insert a link. When sharing a link, Facebook will automatically include the title, description, and an image (if available) from the page you’re linking to. If there are multiple images on the page, you have the option to select which image you want to use as the thumbnail. You can also change the specific text that is displayed by clicking on it. In addition, when you share content to your Wall, your fans and friends can then Like, comment on, or share the content with their friends. The share feature is what makes publishing content to Facebook so powerful. By sharing great content, you can encourage your friends and fans to syndicate your message, creating a powerful network effect. Tabs: Along the top of a Facebook profile or page,tabs separate out areas of content. Customers can add additional tabs using pre-built applications or by building their own. Tag: You can tag friends in pictures, places, videos and text, which places a link from the item to their profile. Tagging a person’s face in one of your own photos will allow that person’s friends to see your photo, depending on the tagged person’s privacy settings.
Unfriending: Disconnecting with someone on Facebook. When you unfriend someone, the person does not get notice that you have done so. Wall: This is your own profile page and the updates it contains. People can write updates on your wall that are viewable by all your friends.
• Flickr: An online photo-sharing site owned by Yahoo!, Flickr lets individual users upload photos and short videos to their account and share them in photo groups based on a certain subject. Free accounts have monthly upload limits and other usage restrictions. • Foursquare: A geo-location service that allows users to check in at businesses and other locations, earning badges and other virtual rewards along the way. Users can share their check ins with fellow Foursquare friends as well as through their social media networks if they choose. Businesses can use Foursquare to see who their regular customers are and offer special deals to them. Badge: A fun virtual “token” that Foursquare awards its users for certain behaviors, or for attending certain events. For example, users can unlock the “Bender” badge if they check in four nights in a row. Businesses can also sponsor badges for those attending special events. Check in: The act of saying “I’m here” on geo location services like Foursquare. Mayor: The person who checks in at a given location the most on Foursquare is deemed the “Mayor.” This can entitle the person to special deals and discounts, if the business has established them. Other Foursquare users can “oust” the Mayor and claim the title simply by checking in one more time.
• Geo-location: Term used to track the physical location of people or objects. Typically used in mobile applications and services such as Foursquare.
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A LITTLE SOMETHING EXTRA • Geo-tagging: When you add location-based data to a photo, video or tweet to identify where the content was posted. • Google Alert: A service offered by Google that allows users to save specific searches and receive an update whenever a new result appears on the Internet for that particular search, typically delivered by email or RSS. This is particularly useful for businesses or organizations that wish to monitor mentions of their brands on blogs and websites. • HootSuite: A service that allows businesses, organizations and individuals to monitor, manage and schedule their social media marketing activity. • LinkedIn: Often described as the more professional of the big three social media networks, LinkedIn lets you connect with friends, colleagues and other people you’ve worked or done business with. Your profile on the network is akin to an online resume, complete with the ability for others to write recommendations for you. Like with Facebook, connections made on LinkedIn must be verified by both parties. Companies can have their own profile pages on the site, and there are group features available to build discussion areas around a central topic. Companies: Pages designed for businesses that want a presence on LinkedIn. Company pages can be used to list all employees of an organization with accounts on LinkedIn. Connections: There are three degrees of connections on LinkedIn. 1st-degree connections are people that you have mutually agreed to connect with on the network. 2nd- and 3rd degree connections are people that are connected to your 1st-degree connections, but not directly with you. One of the benefits of LinkedIn is that 1st-degree connections can be used to introduce you to 2nd- and 3rd-degree connections.
Groups: Groups connect people with a similar interest and include shared discussion threads and other tools. Some groups require verification to join, but you do not have to be connected to everyone in the group. Job Posts: LinkedIn runs its own job board. Users can post or search for jobs on the site. When searching for jobs, LinkedIn will automatically show you any connections you might have in common with the company looking to hire. Q&A: Allows users to post questions to their network of connections. You can also answer questions posted by friends and colleagues on the site. Answering questions is a great way to demonstrate your expertise in a given area. Status Update: Like with Twitter and Facebook, you can write a quick post to update your network of connections on what is happening. LinkedIn users can also set their Twitter updates to feed their LinkedIn status updates.
• Live-blogging: Term used to describe when someone reports “live” from an event by posting short entries to a blog during the event. (See also “live-tweeting.”) • Microblogging: The act of broadcasting very short messages to an audience, such as on Twitter, where posts are limited to 140 characters each. Other microblogging services include Plurk and Jaiku. • MySpace: One of the first big social media networks, it’s now mainly used by music acts and other entertainers. MySpace uses many of the same conventions as Facebook. It’s not recommended for businesses outside the entertainment industry. • Network: This can refer to a social network like Facebook, Twitter or LinkedIn, or the people you are connected to on those sites.
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A LITTLE SOMETHING EXTRA • Podcast: Audio programs or recordings that are syndicated online. They can be streamed or downloaded. Many are posted on and downloadable from iTunes. • Poke: A very low-impact touch on a social network, often used when two people aren’t officially connected, but one of them wants to be. • RSS: Literally, this stands for Really Simple Syndication. An RSS feed allows the content from regularly updated websites (like blogs or podcasts) to be aggregated and posted to one website (often called a “reader”) or mobile device. Choosing to follow an RSS feed is often referred to as “subscribing” to it. • Social Media Marketing: Building your social network fans, followers and connections by using relevant and interesting content that is shared, allowing you to reach and engage more people and drive more business. • Social Media: Tools that allow the sharing of information and creation of communities through online networks of people. • Social Networks: The social media sites (i.e., Facebook, Twitter, LinkedIn) where people connect and interact with friends, colleagues, businesses and organizations. • TweetDeck: A service that allows businesses, organizations and individuals to monitor, manage and schedule their social media marketing activity.
• Twitter: The social media network based on 140-character micro-blog posts. Users post short updates that can be seen by anyone, even if they are not logged into the site. The people who follow you will see your updates in their timeline when they log in. Unlike with Facebook, you do not have to confirm or reciprocate the follower connection, meaning people can follow your updates without you having to see theirs. DM/Direct Message: A private note between two users on Twitter. The person receiving the message must follow the person sending it and the message is bound by the 140-character limit. Follow: The act of connecting with someone on Twitter. People who have elected to follow you will see your tweets in their timeline. You are not obligated to follow people back and you have the ability to block followers (usually used only for spammers) from seeing your posts. Following: Electing to see someone’s tweets in your own timeline. Follow people and companies that you’re interested in hearing from. Handle: Your Twitter username is referred to as your handle, and is identified with the @ symbol. The @ is used to refer to a specific person and link to that account on Twitter within a tweet. Hashtag: Words preceded by a # sign (i.e., #ctctsocial) can be used to tie various tweets together and relate them to a topic, be it a conference, TV show, sporting event, or any occasion or trend of your choosing. Twitter automatically links all hashtags so users can search for other tweets using the same tag. Lists: A way to combine select people you follow on Twitter into a smaller feed. A list can be made up of friends, competitors, people in the same state — anything you want. Lists let you view a slice of your followers at a time and are a great way to focus on specific folks when you’re following a large number of people.
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A LITTLE SOMETHING EXTRA Live-tweeting: The practice of documenting an event through tweets that are posted while an event is in progress. (See also “live-blogging.”) RT/Retweet: This is the Twitter equivalent of forward-to-a-friend. When someone posts something you find interesting, you can retweet it and share it with all the people who follow you. Search: Since the majority of tweets are public, you can use Twitter’s search feature to look for tweets containing a keyword or phrase. The results will update in real time with any new tweets that contain the word or phrase searched. Timeline: The chronological listing of all tweets in a given feed, be it your own, in a list, or another user’s. Trending Topics: Along the right side of the main web interface, Twitter lists 10 topics that are “hot” on Twitter at the given moment based on certain algorithms. You can see trending topics for all of Twitter or for certain geographic areas. Tweet: What posts are called on Twitter. Tweetup: A term for events (i.e., meetups) that spring from Twitter connections. Tweetups are typically informal gatherings that let Twitter followers meet in real life, and coordinators often use a hashtag to unite tweets related to the event. Twitterverse: A fun term used to describe the world of Twitter. Unfollow: By unfollowing someone, you no longer receive their updates in your own timeline.
• URL: The technical term for a web address, i.e.: www.constantcontact.com. (URL stands for Uniform Resource Locator.)
• Viral: When a piece of content on the Internet is shared organically, without prodding or encouragement from the business, organization or person who created it, it is said to have “gone viral.” This means it has been shared on social networks, posted and reposted, tweeted and retweeted multiple times. • Webinar: A web-based seminar, where the presentation, lecture or workshop is transmitted over the Internet instead of in person. • Wiki: A type of user-generated and -edited website where multiple people can write and manage the content. A great example of this concept is Wikipedia, an online encyclopedia. • Yelp: An online directory that lets customers review local businesses, including restaurants, dentists, mechanics and more. The site is free to join for users and business owners. • YouTube: A video-sharing site owned by Google. Users can freely upload their own video content to the site (you must have the rights to the content), as long as it is less than 10 minutes in length and the file is less than 100MB in size. YouTube makes it easy for people to embed videos on their own site or blogs, which helps with viral marketing efforts. Google results include YouTube videos as well. Channel: The home page for each account’s own video collection. You can customize a channel with your own logo, description and colors. YouTube does have premium options for greater channel branding, customization and promotion.
• Vlog: A blog that contains videos instead of text entries.
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A LITTLE SOMETHING EXTRA GLOSSARY OF DIGITAL MARKETING TERMS:
(Source: “Digital Marketing Glossary Terms.” Borshoff.) • Aggregator: An individual or organization that gathers Web content (and/or sometimes applications) from different online sources for reuse or resale. There are two kinds of content aggregators: (1) those who simply gather material from various sources for their websites, and (2) those who gather and distribute content to suit their customer’s needs. The latter process is called syndication. • Analytics: The measurement, collection, analysis and reporting of Internet data for the purpose of understanding who your visitors are and optimizing your website. • Banner Ads: An advertisement that appears on a Web page, most commonly at the top (header) or bottom (footer) of the page. Designed to have the user click on it for more information. • CAN-SPAM: A series of federal laws that must be followed by all email marketers. Those found in violation of the laws can be subjected to major penalties. • Click-Through Rate (CTR): The number of times people clicked on the links in your message. Note: you must have enabled click through tracking in the campaign in order for this to be recorded. • Cost Per Click: The amount charged to the advertiser every time a user clicks on a keyword advertisement. • Cost Per Impression (CPM): The cost paid each time an online advertisement, such as a company’s banner, button or text link, loads on a user’s screen. Each time the ad is displayed, the ad server counts it as one impression. Some programs are configured to exclude reloads or
internal user actions from their count so they can get a more accurate measure of web traffic. • Digital Brand Engagement: Due to the way the Internet is fast evolving, especially through the social web and social media, there is now a plethora of digital channels that can be used to hold a dialogue between a brand and a consumer, or groups of consumers. Digital brand engagement is brand engagement with a key focus on communication via the web. • Digital Marketing: The use of digital technologies to create an integrated, targeted and measurable communications which help to acquire and retain customers while building deeper relationships with them. • Designated Market Area (DMA): DMAs are usually counties (or sometimes split counties) that contain a large population that can be targeted. • Email Service Provider (ESP): Outside companies that send bulk emails on behalf of their clients to prevent their messages as being labeled as spam or blocked entirely. • False Positives: Legitimate messages being labeled as “spam.” Can potentially cost companies millions in lost revenue if not dealt with correctly. • Feed: A format that provides users with frequently updated content. Content distributors syndicate a web feed, enabling users to subscribe to a site’s latest content. By using a news reader to subscribe to a feed, you can read the latest posts or watch the newest videos on your computer or portable device on your own schedule. • The Global Permanent Removal List (GPRL): List that consists of records that are automatically removed from a particular database. Almost all email service providers (ESP) or multi-channel messaging companies maintain these lists for their clients.
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A LITTLE SOMETHING EXTRA • iCloud: Stores your music, photos, apps, calendars, documents and more. Wirelessly pushes them to all your devices—automatically. It’s the easiest way to manage your content.
• Mobile Marketing: A set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.
• Instant Messaging: A type of communications service that enables you to create a kind of • Open Rate: This is a ratio determined by the private chat room with another individual in order number of people who opened your email against to communicate in real time over the Internet. the total number of people to whom you sent the message. Typically, this number will be low for • jQuery: A fast and concise JavaScript Library large campaigns and higher for more targeted that simplifies HTML document traversing, event campaigns. handling, animating and Ajax interactions for rapid web development. jQuery is designed to • Opt-In List: A policy for giving permission change the way that you write JavaScript. under which the user explicitly permits the website operator to collect the information, use • Keywords: Search queries are referred to as it in a specified manner, and/or share it with keywords when targeted by SEO and search others when such use or disclosure to third engine advertising. Keywords may consist of parties is unrelated to the purpose for which the more than one word. information was collected. • Keynote (PPT platform): Program that lets you create presentations with powerful yet easyto-use tools and dazzling effects. Open, save, and email slideshows as PowerPoint files. • Livestream: Taking the media and broadcasting it live over the Internet. The process involves a camera for the media, an encoder to digitize the content, a media publisher where the streams are made available to potential end-users, and a content delivery network to distribute and deliver the content. The media can then be viewed by end-users live. • Microsite: A mini website designed to promote a specific portion or brand from a larger corporate site. Used often with contests or as a landing page for a specific promotion. • Mobile Apps: Small bundles of code designed and developed for use on a portable device are known as mobile device applications. They are intended to enhance the features of a portable device by providing additional functionalities and utilities that increase the device’s utilitarian and entertainment features.
• Opt-In List: A policy for giving permission under which the user explicitly permits the website operator to collect the information, use it in a specified manner and/or share it with others when such use or disclosure to third parties is unrelated to the purpose for which the information was collected. • Opt-Out List: A policy under which the user’s permission is implied unless the user explicitly requests that his/her information not be collected, used and/or shared when such use or disclosure to third parties is unrelated to the purpose for which the information was collected. • QR (Quick Response) code: A twodimensional matrix bar code that is used to identify products. It can store up to 4,296 alphanumeric or 7,089 numeric characters. Depending on the level of error correction applied, it can restore from seven to 30% of the missing data.
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A LITTLE SOMETHING EXTRA • Podcast: An audio file which is intended to be syndicated by special Podcast feeds. For users who have subscribed to a Podcast feed, it is automatically downloaded to their computers or portable listening devices like iPods or MP3 players.
• Social Bookmarking: A method by which users locate, store, organize, share and manage bookmarks of web pages without being tied to a particular machine. Users store lists of personally interesting Internet resources and usually make these lists publicly accessible.
• Return On Investment (ROI): Refers to the percentage yield provided for a given investment. This term is used for evaluating SEM and other forms of advertising by dividing the profit derived from advertising by the cost of that advertising.
• Social Media Optimization: A set of practices for generating publicity through social media, online communities and social networks. The focus is on driving traffic from sources other than search engines, though improved search ranking is also a benefit of successful SMO.
• Search Engine Marketing (SEM): SEM is now synonymous with Search Engine Advertising. It used to be an umbrella term referring to various techniques for acquiring website traffic from search engines, such as: - Search Engine Submission
• Spam: Unsolicited “junk” email sent to large numbers of people to promote products or services. Also refers to inappropriate promotional or commercial postings to discussion groups or bulletin boards.
- Search Engine Optimization (SEO)
• Streaming Technologies: Unlike downloadable podcasts or video, streaming media refers to video or audio that can be • Search Engine Optimization (SEO): Consists watched or listened to online but not stored of various techniques that seek to improve the permanently. Streamed audio is often called ranking of a website in search engine results. Webcasting. Traditional media companies like Websites should be optimized for keywords that to stream their programs so that they can’t be are frequently searched upon by prospective distributed freely onto file-sharing networks. customers. Optimization includes incorporation of these keywords into copy, page titles, link text • Subscriber: A person who voluntarily gave his and various other elements of the website. or her permission to be included on an Internet marketer’s mailing list by entering his or her • Short Code: A 5-or 6-digit number that is used contact information in a form. to send and respond to text messages. They can either be a random set of numbers or a “vanity” • Tag: Refers to labeling things with descriptive number tied to a specific brand or number words that groups them in a certain category so pattern. they can be easily found when needed. - Pay Per Click (PPC) advertising
• Short Message Service (SMS): SMS is used to send text messages to mobile phones. The messages can typically be up to 160 characters in length, though some services use 5-bit mode, which supports 224 characters. SMS was originally created for phones that use GSM (Global System for Mobile) communication, but now all the major cell phone systems support it.
• Targeting: Specifying an audience who share common needs or characteristics that a company decides to serve.
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A LITTLE SOMETHING EXTRA • Voice Broadcast: Sending a pre-recorded voice message to a large set of phone numbers at the time same. Can either be a voice call (meaning the recipient must answer the call for the message to play) or voice mail (meaning the message will play only if the recipient doesn’t answer).
• Web Video: Filmed videos taken with a camera or screen-captured video where the action on a computer screen is recorded. • Wireless Text Messaging: Sending short text messages between cell phones, pagers or other handheld devices. Messages are sent through SMS (short message service).
• Widget: A small graphical device that does a highly focused, often single, specific task. Web widgets can be embedded in web pages or run on the desktop of a PC (Windows or Mac) using software such as Apple’s Dashboard software or Yahoo!
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