Tag Archives: Pinterest

Millennials and Social Commerce By The Data [Infographic]

Interest and discussions surrounding the 76 million millennials and their impact on social media, marketing and social commerce are seemingly increasing every week. Brands and marketers are seeking data to bolster their digital marketing efforts around this group, their interests and online patterns and rightly so. Millennials are unique in that they are not influenced by traditional ‘push’ marketing strategies as other population segments have been in the past and more importantly they have been raised with the digital world in place, rather than migrating to it as those before them.

Using data published in a report by UMass, we have created an easy to consume Infographic that contains the key points every brand and marketer should know. Following the infographic we break down some of the data points and include some takeaway action steps you may want to consider.

Millennial Social Commerce Infographic

The Data Highlights:

  • 35% of Millennials are likely to use a “buy” button on Facebook and 24% are likely to use one on Twitter, should those be provided by the platforms.
  • Facebook declines but is still the most popular platform among Millennials when looking to interact with companies/brands online. While their numbers have fallen slightly, Twitter and Pinterest have made modest gains. Fifty-five percent of respondents currently like at least one brand on Facebook (down from 62% last year). Twitter has 29% (up from 23%) and
  • Pinterest has 16% (up from 11%) of Millennials following or pinning a company/brand.
  • Hair, Beauty and Apparel continues to be the category in which most products are purchased by Millennials across all platforms studied.
  • Relative to users of larger platforms, Pinterest again has the highest online sales conversion rate. Fifty-one percent of Pinterest users make their purchases online exclusively compared to 16% of Facebook users and 35% of Twitter users. The user-friendly, highly visual design of the website facilitates information search and evaluation of alternatives. Pinterest makes the transaction process flow with optimal ease for consumers.
  • 48% of Millennials use smart phones to make purchases online and 21% use tablets.

Action Plan Takeaways:

If millennials make up part or all of the target audience you are trying to reach through social and digital channels, there are a few things you need to consider:

1) You will not be successful pushing your marketing on them. They have been raised in the digital and social worlds and therefore relationships, conversations, trends and transmedia approaches are required, not optional.

2) You will have to be highly active and effective on multiple social media channels if you wish to get and keep the millennial attention.

3) Having a clear and optimized mobile strategy that works with millennial usage patterns is also required. They spend far less time on desktops and therefore the channels and media types you employ must be optimized for mobile and tablet.

4) A strategy and plan for social commerce is required. This is how millennials want to purchase. Make it easy for them to do so.

5) Curate and Create content at much higher frequencies for this group. They are online more frequently and consume content when and how they want.

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Filed under Audience, Brand, Content, Curation, Engagement, Infographic, Marketing, Millennials, Relationship, Social Media, Social Media Content, Social Media Marketing, Strategy

Why Ello and Tsu Entered The Social Media Scene and Why They’re Doomed

There are so many strong beliefs, perspectives and views within the social media industry, and therefore this post is going to be more controversial than we normally publish. The different “camps” of social media enthusiasts, professionals and celebrities are almost as Why Ello and Tsu came about and why they're doomedpolarized as the political parties within the United States and that means emotions can run rampant. Nevertheless, I am known for saying what needs to be said and I will attempt to do that without the emotionally charged words that often spark heated words.

There are several key reasons why new social networks like Ello and Tsu appear on the social networking scene with frequency. Having an understanding of these reasons is essential to make informed decisions on whether to chase after these numerous shiny new and incredibly distracting sites.

A Few Reasons Why Sites Like Ello and Tsu Appear

Trust – Facebook has a long history of building mistrust with its users and business customers. Constant changes, privacy issues and a lack of care or concern for their users. In recent years, Twitter has begun to make users and app developers weary with massive changes to API’s, announcements of things users oppose and other concerns. This leaves the door open to new ideas and competing social network entrepreneurs to believe there is an opportunity.

Limited Results – There are literally millions of brands and marketers using the top social networks, however few are getting real results. The lack of focus, understanding and results being achieved on the main platforms, gives way to a desire for something different that could magically change the results marketers are getting.

Human Nature – As human beings, we are programmed to often take the path of least resistance. Fight or flight as it were. Sometimes as humans, we want the easy way and sometimes something new, entices us that it could be possible.

Boredom – Also being human, we get bored easily. We are often attracted to shiny new things when we get bored and new social networks that get a lot of attention on blogs and from those we are connected to, gets the best of us. We want to be a part of the crowd and be entertained with new a new look, new capabilities and ideas.

Market Size – The overall social networking space is massive. If you come up with something that takes off in this industry, you are assured to become the next billionaire. Even though playing the lottery has better odds than that actually happening, some are allured by the chance and a new startup is born.

VC Gambling – Venture capital firms exist to invest. If they do not invest in new startups, they have no returns. Their models are based on hitting it REALLY big with a tiny percentage of the startups they invest in and losing everything on the majority. The pressure for VC’s to find and invest in the next really big thing is enormous.

When social networks are not trusted, not innovating anymore and polarize their customers and users, newcomers that hope to take advantage of that will appear. It’s that way in any industry.

Why Are Ello and Tsu Doomed?

Understanding a few of the reasons that we will continue to have so-called “Facebook killer” new networks continually popping up, is to also ask whether or not they will actually succeed, gain long-term traction or fail miserably. There are a few things to consider about the ultimately doomed fate of these two specific networks.

Polarizing Niche – Unlike the early days of Instagram and WhatsApp for example, Ello and Tsu have very tight niches that fuel their initial traction. Niches of new social networks are required if they are going to virally scale to critical mass as Pinterest, Instagram and WhatsApp have. But when the niches of these new shiny social networks are largely polarizing, it dooms the network to obscurity very quickly.

Let’s take Google Plus as an example. Starting out it was “largely” made up of two main niche groups of people, those that hated Facebook and those that were employed somehow in the social media industry, with a subgroup of Google fans that will use and love anything they produce. As we jump forward, these polarizing groups have dominated the Google Plus active user presence and prevented it from becoming mainstream, achieving critical mass and prominence.

Conversely, with Instagram and Pinterest,  the niche groups were made up of largely females and iPhone users. These early niches were not at all polarizing, enabling these two new social networks to easily grow and obtain the larger populations, thereby reaching the critical mass we see today. Neither of these two social networks were devised on negative branding or user messages against any other social networks, but rather positive features and capabilities that the industry and users clearly wanted and would use.

Both Ello and Tsu were born out of negative messaging that focuses on how other platforms suck. Although some of the points might make sense, at the end of the day shiny, new or anti-something never wins, market share does. When you look at the niche market segments of users that are attracted to these two new networks, polarizing would have to be considered an understatement.

To be clear, if you like a social network, by all means use it. But if you are doing social media marketing I suggest you focus on the ones that already have critical mass, accepted methods and reach, and leave the chasing of shiny new objects to those that have plenty of inexpensive time on their hands. Real social media marketing requires substantial knowledge, patience and consistency of proper strategies and activities.

There are no shiny objects or new networks that will magically create real results. Let those that don’t have real social media results spend their time chasing the newest shiny thing. If in the end it begins to get traction, becomes mainstream and can realize long-term sustainable results for you or your brand, then consider investing the time to add it to your mix.

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Filed under Brand, Facebook, Instagram, Marketing, Pinterest, Social Media, Social Media Marketing, Strategy, Twitter

Managing YouTube Video Content For Social Media Marketing

There are many types of evergreen or legacy content that can and should be shared over and over in your social media marketing efforts. Video content that provides value to your audience is one of the most effective content types you can share in social media, so why don’t we do a better job at managing and sharing this content?

YouTube TipManaging evergreen video content and tracking what you have available is just one of the many challenges to being efficient and effective in this area. Here is a list of some of the challenges we face with evergreen YouTube video content that may be barriers to sharing it as we should:

1) We are too busy to share it.

2) We are so busy, we forget to share it.

3) We don’t have a list of what videos we have available to share again.

4) We don’t have an easy way to manage, schedule and distribute them.

Bundle Post helps manage and distribute your legacy social media content easily by allowing you to create a Feed Channel that automatically ingests and saves your YouTube content where you can schedule, hashtag and share to any social network. Follow these simple steps inside of Bundle Post to create your YouTube Channel feed:

YouTube RSS Feed1) Login to Bundle Post and click on “Feeds” from the navigation bar.

2) On the Feed Channels page, click the option for “Add Feed Channel”

3) Name the Feed Channel whatever you would like.

4) Add the following URL into a new Feed Channel that you’re creating inside of Bundle Post and replace “YourChannelName” with the name of your YouTube Channel.  http://gdata.youtube.com/feeds/api/users/YourChannelName/uploads

Here’s our YouTube Channel Bundle Post Feed URL as an example: http://gdata.youtube.com/feeds/api/users/BundlePost/uploads

5) If this is your YouTube Channel, a clients’ YouTube that you manage, click the “Check this box if this is your blog. We will not delete this content” check box so no matter how often you export and schedule content from this Feed Channel, the system will not remove the content from the Feed Channel.

6) Click the “Submit” button to save it.

Take YouTube Feed Channels to the Next Level with Bundle Post:

One of our Pro users, @missuslang decided to take Bundle Post Feed Channels to another level with content for a clients’ campaign. She created a YouTube video Feed Channel in Bundle Post that was made up of a search term in order to have the latest video content to curate for a clients’ social media management project. Here’s how you can do it too:

1) Copy this URL: http://gdata.youtube.com/feeds/api/videos?q=<Content>&orderby=relevance

2) Replace the “<Content>” portion with your YouTube search term.

3) Add the URL into a new Bundle Post Feed Channel.

Example:  http://gdata.youtube.com/feeds/api/videos?q=”Content+Marketing”&orderby=relevance

Once you have created your YouTube RSS Feed Channel in Bundle Post, the system will automatically check and ingest any new videos you upload four times per day. The video posts that are ingested into the Feed Channel can be edited, scheduled, hashtagged and exported from the system and posted to any social network you’d like in just seconds.

For tips on creating Pinterest Feed Channels in Bundle Post, Click Here.

For Hashtag tips, Click Here.

How are you using evergreen and YouTube video content Feed Channels in Bundle Post?

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Filed under Bundle Post, Content, Curation, Marketing, Pinterest, Social Aggregation, Social content management, Social Media, Social Media Content, Social Media Management, Social Media Marketing, Uncategorized, Video

Social Media – Your Time Percentage Should Equate To Result Percentage

Ask yourself a few questions:

Where are you spending your time in the social graph?

What social networks get what percentage of your time and effort?

What network do your target audience spend most of their time on?

Which social network has the highest quantity and concentration of your target audience?

If you can’t answer these questions, you’re probably not being as effective with your social media marketing as you could or should be.

When a marketer or agency that is newer to social media asks me questions like, should we be on Pinterest, or should we have a brand page on Google Plus, I know right away they have a problem. You need to know where your audience spends most of their time when on social media and more importantly which social network gets the best results for your effort and time spent.

Once you know these answers, be sure your time and effort reflects the numbers. In other words, spend time on the social networks that get you the best and most results. Spend less time on the social networks that get the least or slowest results.

You’d think this would be common sense, right? Unfortunately it isn’t. I can’t tell you how many times a social media professional or marketer tells me about one of the newer or really niche social networks they love and that they spend most of their time on. My only question to them is this. How much revenue have you driven on that social network, rather than the main networks that have the highest concentration of your target market?  Sadly, one of two things usually happens:

1) They disappear and end the conversation. (BTW – this happened yesterday with someone I know personally when discussing their blog and the traffic they drive because they write about the newest shiny things and how traffic is so important. Once I asked them about revenue, poof!) Is it really that hard to understand? If you’re spending a ton of time doing something for your business it needs to get returns. Ignorance is only bliss if you won the lottery. In business you can’t ignore the obvious.

2) They justify and make excuses. Ya, but I really like it. Well, I am here to have fun too. It’s not about making money for me. These are the other responses I hear. Really?  You’re a social media marketing consultant, agency, marketer or ninja and it’s not about making money? Please stop consulting or teaching social media to anyone else!!!

Example?

Our revenues and new Bundle Post users come as a result of the following:

50% Twitter – 40% Facebook – 10% Linkedin/G+/Etc.

We spend our time and efforts in exactly these percentages, on these platforms.

For those of you that have read my stuff for a while, you know that my only goal is to help you get real results from your social media marketing. I write only about what I do that gets results, not theory or hype about the industry, new shiny distractions, etc. Don’t take any of this personally, just use it to be better.

I leave you with a mission:

Know the numbers, where your audience is and start getting real about what you are doing and where. Putting your head in the sand isn’t going to help get you results and ROI.

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Filed under Agency, Facebook, Google Plus, Marketing, Results, Social Media, Social Media Marketing, Social Media ROI, Strategy

Images Changing Social Media – Instagram, Facebook And Pinterest

Because we are all human beings in social media and online, with exception of bots, we are all very visual. We have a need to visualize what we read and process the text under the proper context of its meaning. Think about it… We process information primarily visually, then use text to get the deeper detail.

Example:  Think about today’s computers and smart phones. Without getting into who stole what from whom, we have GUI (graphical user interfaces) today that makes it easy to use a computer or smart phone. We visually determine what we want to do, largely without reading any text, due to the graphics that guide our actions. This was such a powerful change to everything we do, I even copyrighted the phrase “Pictures rather than words” in 2000.

Many of you read my prediction about Facebook and Pinterest where I predicted that Facebook would create something to combat the Pinterest growth and resulting leak of time on site to the new network. I took a lot of heat for this prediction by the many avid users of Pinterest, but I am used to that. You see, I am committed to never getting emotionally attached to a network or method. I look at the industry solely from the facts and data patterns in order to best utilize social media marketing and be as forward thinking in my writing as possible. Whether it be Google, Google Plus, Facebook, Twitter, Linkedin or Pinterest, I am committed to keeping an unbiased business view of the industry. Am I always right? Of course not. Does this approach give me the ability to provide a unique perspective for my readers, absolutely!

So, with the acquisition of Instagram, it is clear that Facebook did in fact see the importance of the image and categorizing segment of social media Pinterest captured and intended to address it. I believe that Facebook is developing additional “in network” changes to their platform that will make the best use of the Instragram infrastructure and user base that ultimately results in an online and mobile Pinterest-like solution to its users. One of the significant advantages that Facebook achieves with this purchase is an irrevocable lead over Pinterest in the mobile, social media application of grouped/sorted images. That along with becoming the default method for mobile image content creation and sharing to the social graph, as well as it’s primary repository location that houses that content, the momentum gained here is massive!

What’s next? Look for some initial integration of the Instagram platform directly into Facebook’s systems, followed by some substantial changes to the way that images can be grouped and managed within Facebook. I think that they will follow all of this with some additional categorization abilities for shared content that will enable Pin-like sorting of other content not directly uploaded into Facebook by users.

Now that we are seeing the reality of Facebook’s chess move designed to combat the Pinterest phenomena, what do I suggest YOU do? A few things…

1) Stop whining and complaining about it.

2) Be prepared for the inevitable Facebook dominance of this market segment also.

3)  Look for ways to take advantage of these changes for marketing purposes that address the interests of your target audience.

Enjoy!

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Filed under Facebook, Mobile, Smart Phone, Social Media, Social Media Marketing

Pinterest and Facebook Prediction – Don’t Get Comfortable

Pinterest is the latest rage among the avid social media community of enthusiasts and professionals. Many of my colleagues have been pushing out blog posts touting this new social network relentlessly over the past two months, reminiscent of the Google Plus launch. I have found much of it hype and designed to drive traffic to their blog, rather than anything containing substance. All of the crazy hype got me thinking about the platform, the underlying technology and user base.

As usual, I do not shy away from controversial, forward thinking social media and industry ideas, so last week I made a prediction about Pinterest.

My actual status update I posted was as follows:

“I predict within 90 days Facebook will modify their photo functions to mimic Pinterest and remove the desire and growth of Pinterest.” – Further: FB will integrate this and make Pinterest’s growth outside of current user base insignificant.

Controversial? Of course. Now I’m waiting for all of the attacking, emotionally attached comments that will inevitably accumulate on this post. In fact, the update I posted on facebook garnered some 60 comments itself. It appears to be an emotionally charged idea for some, but I have no emotional attachment, just a common sense business perspective. So let’s take a look at this without the emotion…

Here are some of the factors that led to my making this prediction:

1) Facebook isn’t just gonna sit back and let that traffic build on another platform.

2) For the average user (750 million on FB) they want everything in one place.

3) It’s a very simple technology change to how photo’s are organized and shared on Facebook.

4) Facebook already has the userbase to make it stick and the infrastructure to maintain any level of growth.

5) A few commented that Pinterest has a very loyal following. I don’t doubt that, but so does Facebook and it’s about 775+ million larger.

6) Facebook doesn’t have to convert all of the loyal Pinterest users, just the userbase already on Facebook that have not gone to Pinterest yet. Game over!!

7) Others commented on the unique platform as a reason Pinterest is better. Parallels were made to Google Plus and how “It’s about the system…and it’s growing.” My response is that cool platforms do not matter, market share does. I further commented that Google Plus is the biggest wasteland in Social media. It is also the biggest gaming of search engine manipulation by a site and it’s users ever. All of this will come back to haunt Google itself.

8) Finally I do not think that Facebook will acquire Pinterest. There is no unique technology that can’t easily be duplicated within Facebook’s infrastructure and most Pinterest users and/or potential future Pinterest users are already on Facebook. Finally, Facebook does not typically acquire competition or technology. These three factors make an acquisition of Pinterest unnecessary and highly unlikely.

So there you go…  My prediction about Pinterest and Facebook. Like it or not, agree or not, it’s what I would do if I were Facebook.

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Filed under Facebook, Google, Google Plus, Social Media

A Fish Tale – Be Careful Of Shiny New Social Media Hooks

At the risk of soliciting hate mail and more controversy, I am going to say it. Just because a new social network is the shiny new thing on the block, does not mean you should jump in. Yes, I am referring to the likes of Pinterest and even Google Plus.  There I said it…  Now let’s break this down.

See this little fishy? He has plenty of food in the lake in which he lives. He has plenty of friends in that big lake and is doing very well at making new friends and finding food that sustains him. Unfortunately, Mr. Fishy isn’t very focused. He tends to chase after most shiny new things that fly by every once in a while. Most of the time he just chases a bit and checks things out. Sometimes his impulses can’t resist that shiny new thing that buzzes by.

Finally, Mr. Fishy decided that the latest shiny new lure to cruise by was irresistable. Why? Cause it was cool, really shiny and a few other leading fishy’s seemed to be attracted by it too. He forgot about the food he already had plenty of in his big lake. He forgot about all the friends he had there too. He was so easily distracted by that new shiny lure that he decided to go for it and spend the time and effort to chase it down. Poor Mr. Fishy got caught.

Yes, I am being quite silly with this post in the hopes that I make a very important point. Within social media, new platforms will continually pop up. They will be really cool, shiny and new, attempting to take your time and focus, not to mention energy. However, if you are in social media for business and wanting to get results, I caution you. As yourself some important questions…

1) Does this platform contain my target audience?

2) Does the time and effort I am spending/wasting result in ROI?

3) Am I giving less time and attention to the existing platforms that return results for myself and my clients?

I am not a killjoy by any means. I am a realist that is extremely focused, despite my ADHD tendencies. I evaluate methods and properties based on measurable, factual information, not just fun, interesting or new. Be sure you are spending your time wisely in social media and not being attracted by the latest shiny new lure that comes along, or the peer pressure that often accompanies it.

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Filed under Social Media, Social Media Marketing, Social Media ROI