Unified Smart Social Quarterly q1 2015 Web
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Transcript of Unified Smart Social Quarterly q1 2015 Web
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Q u a r t e r 1 ,
2 0 1 5
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Q U A R T E R L YS M A R T S O C I A L
TM
T H E A M O U N T C M O S W I L L
S P E N D I N 2 0 1 7 S H O U L D
S C A R E Y O U
T H R E E W A Y S T O
D E C R E A S E Y O U R F A C E B O O K
A D V E R T I S I N G C O S T S
T H E O S C A R S M O S T S O C I A L
M O M E N T S D O M I N A T E D A N A V E R A G E
O F 3 . 4 M I N U T E S O N T W I T T E R
I N S I D E
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Q u a r t e r 1 , 2 0 1 5
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S O C I A L I N D U S T R Y S U M M A R Y
Q1 2015
W ord of mouth marketing has always been one of the most powerful ways to impact consumer actions. For instance, most people would be much more likely to watch a new TV show if a friend tells them that it s great, versus simply seeing a billboard for it while driving home from work. Both make an impact, but a personal connection to the source will always add gravity to the
recommendation.
Instead of talking about a new show to three people around the water cooler, people can publish their
thoughts to a much wider, connected group. As we see in our everyday lives, this new way to share ideas has
been adopted at scale with 73% of Americans now using some form of social media. And where consumers
go, marketers will follow with new opportunities to win them over.
While many refer to social as a new channel, the reality is that it s fundamentally an entirely new
engagement paradigm. Its combination of massive reach, real-time ubiquity and data-richness has quickly
ingrained social as a horizontal layer across the entire media mix instead of a vertical channel within it.
Additionally, socials incredible depth of data has firmly established it as a key component in the world of Big
Data. In fact, Facebook alone processes 500 times more data than the New York Stock Exchange and that s
just one of many avenues for audiences to connect with others.
This past quarter, social marketing continued to harness its strengths, leading to accelerated advancements
in targeting, video consumption and real-time alignment ( just to name a few). This edition of Unifieds Smart
Social Quarterly explores many of these recent trends, and looks ahead to the exciting innovation still to
come. We hope you enjoy.
Sincerely,
Rick MartiraV ice President of Market ing
From its very beginning, social
has been an evolution of
word of mouth communication.
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1 1 S T A T S T H A T S H O W T H E E N O R M I T Y O F S O C I A L D A T A
T H E A M O U N T C M O S W I L L S P E N D I N 2 0 1 7 S H O U L D S C A R E Y O U
S O C I A L S S I G N I F I C A N C E I N M A R K E T I N G S B I G D A T A L I F E C Y C L E G I V E S A N E W T W I S T T O T M I
H E R E A R E 5 U N D E R U T I L I Z E D F A C E B O O K V I D E O T A C T I C S Y O U P R O B A B L Y A R E N T U S I N G , B U T S H O U L D
6 C O M M O N F A C E B O O K V I D E O F A L S E H O O D S A N D C O R R E S P O N D I N G B E S T P R A C T I C E S
T H R E E W A Y S T O D E C R E A S E Y O U R F A C E B O O K A D V E R T I S I N G C O S T S
7 M U S T - K N O W M I N D S E T S T O E N T I C E A F R I C A N A M E R I C A N S O N F A C E B O O K
T A B L E O F C O N T E N T S
06 14Data Socia l Spot l ight : Facebook
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I N S T A G R A M A U D I E N C E S W E R E M O S T E N G A G E D F O R T H E G R A M M Y S M O S T N O M I N A T E D S T A R S
T H E O S C A R S M O S T S O C I A L M O M E N T S D O M I N A T E D A N A V E R A G E O F 3 . 4 M I N U T E S O N T W I T T E R
S U P E R B O W L X L I X A D V E R T I S E R S I N S P I R E O V E R 2 M M T W E E T S , B U T O N E D O M I N A T E D T H E T R E N D Z O N E
D I D # T I D A L F O R A L L M A K E W A V E S O N S O C I A L M E D I A F O R M U S I C A R T I S T S ?
I F Y O U T W E E T E D A B O U T O B A M A S # S O T U S P E E C H , Y O U P R O B A B L Y T A L K E D A B O U T T H E S E T H I N G S
22 31Pop Cu lt u re & Events About Us
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Its time for marketers to embrace Big Data the same way that their counterparts in the financial markets have. Big Data, combined with platforms that leverage it to provide a layer of connected intelligence, is the key to CMOs maintaining their competitive advantage in a digital world.
- S H A W N D O U G L A S S ,
D A T A
P R E S I D E N T , B I G D A T A & A N A L Y T I C S
C H I E F T E C H N O L O G Y O F F I C E R
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7 2015 Unified Social
11 STATS THAT SHOW THE
ENORMITY OF
SOCIAL DATA
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8 2015 Unified Social
M A R C H 5 T HD A T A
It s a Big Data world out there and social is the most rapidly expanding part of it.
Weve collected eleven stats that illustrate how vast it actually is.
11 Stats That Show the Enormity of Social Data
Every day people watch
hundreds of millions of hours on YouTube and generate
billions of views on Youtube
Twitter is storing 12 times more data each day
than the New York Stock
Exchange (NYSE)
288 million monthly active Twit ter users
347 million LinkedIn members in over 200 countries
300 million Instagram users
500 million tweets per day
11 Stats That Show the Enormity of Social Data
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9 2015 Unified Social
Facebook generates 4 new petabytes of data and runs 600,000 queries and 1 million map-reduce jobs per day
1 billion+ Facebook video views per day, 3.2 billion likes and comments per day
Facebook ingests approximately 500 times more data each
day than the New York Stock Exchange (NYSE)
30+ billion Instagram photos shared,
2.5 billion likes per day, 70 million photos per day
300 hours of video are uploaded to YouTube
ever minute
11 Stats That Show the Enormity of Social Data
Business insider: http://www.businessinsider.com/social-medias-big-data-future-2014-2Facebook: https://www.facebook.com/business/power-of-advertisingFacebook Research Blog: https://research.facebook.com/1522692927972019/facebook-s-top-open-data-problems/Twitter: https://about.twitter.com/company
Sources
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10 2015 Unified Social
M A R C H 2 N DD A T A
Fortune 500 CMOs occupy a unique and powerful
office. They bear the ultimate responsibility for a
brands marketing successesand its failures. In
2014, CMOs spent a staggering $179.8 billion on paid
media in the U.S. alone, according to eMarketer. On
the digital side, they are spending as much to keep
buyers (via marketing technology) as they are to find
new ones (via ad tech). Finally, as pundits foretell in
one of the industrys most often-quoted predictions,
by 2017 CMOs will outspend CIOs.
Collectively, those statistics
should scare the hell out of the
marketing industry.
Why? Because in this day and age, every ad
executionincluding broadcast, print and
offlineneeds to be tracked digitally and the C-suite
needs access to data at a moments notice. Yet
most CMO offices deal with complex technology
infrastructures made up of such a wide variety of
technology vendors that they cant gain a complete
picture of their own marketing data, despite the
unique value that each vendor brings to the table.
As an example of such complexity, consider this
scenario: Every CMO office has at least one agency
partner. Together, they interact with marketing
automation platforms that leverage a brands
CRM system. They use some version of a demand
side platform to buy and optimize display, video,
mobile and search ads. They work with data
management platforms to segment audiences and
enhance their DSP buys. Their teams monitor an
execution infrastructure that includes ad servers,
pixel management, web analytics and content
management systems, while simultaneously working
with publishers, social networks and third-party data
platforms. At the same time, theyre working with
new technology partners to harness the incredible
power of Facebook, Twitter and LinkedIn marketing.
That network of partners and vendors, individually
and collectively, generates an incredible amount
of invaluable data, but the industry lacks a layer of
connected intelligence to aggregate and present it
back to marketers in an actionable format. Instead,
Excel remains the most commonly used platform for
analysis, with PowerPoint most used for reporting.
Such reporting is generally confined to the campaign
level. Brand managers cant roll up campaign
reporting to the brand level across multiple execution
channels, and CMOs cant roll up brand results to
the corporate level. Incredibly sensitive information
driven from millions of dollars in media campaigns
is even passed around via email and on USB drives
without regard for corporate security.
Brands should be able to leverage their historical
data to inform their future marketing efforts and
then close the loop to quantify performance and
return on investment. Sadly, despite the fact that big
data has unlocked tremendous value for so many
The Amount CMOs Will Spend in 2017 Should Scare YouMARKETERS MUST BECOME DATA-DRIVEN OR RISK FAILURE
By: Shawn Douglass
The Amount CMOs Will Spend in 2017 Should Scare You
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11 2015 Unified Social
industries around the world, brand marketers are
being left behind rather than embracing the new
technology transforming other industries.
Marketing technology vendors arent stepping up
to innovate in this space. Industry giants are trying
to swallow a mishmash of technology theyve
come to possess via acquisition, and startups
have technology that masks legacy, people-driven
processes.
Big Data platforms can perform sophisticated
analysis of historical data in addition to processing
that data in real time. Advanced data science
applications provide predictive modeling, scenario
analyses, statistical modeling for marketing planning
and other critical information. Delivering real-time
insights allows marketers to make better decisions
and act on the most relevant information to improve
their future efforts.
Some 84% of enterprises see big data
analytics changing their industries
competitive landscapes in the next
year, according to a recent
Accenture study.
It is obvious that those who embrace big data and
analytics will gain a competitive edge, while those
that dont will see their market positions slip as they
fail to compete. Simply look at the impact of big data
and analytics on the financial markets that embraced
this changeand grew their businesses compared
to those that became extinct. Financial institutions
are, in many ways, like marketing analysts. Since
they dont manufacture a physical product, data
is one of their most important assets. That made
Big Data a huge differentiator for them when it was
adopted, since it automated the process of hundreds
of millions of transactions dailyleaving those firms
that tried to process such transactions manually out
in the cold.
It s time for marketers to embrace Big Data the same
way that their counterparts in the financial markets
have. Big Data, combined with platforms that leverage
it to provide a layer of connected intelligence, is the
key to CMOs maintaining their competitive advantage
in a digital world.
This post originally appeared in AdAge on February 11, 2015.
Photo credit to John Hope (https://www.flickr.com/photos/johnhopephotography/8692689876/sizes/h/ ) under the Creative Commons Licence. Photo is modif ied.
The Amount CMOs Will Spend in 2017 Should Scare You
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12 2015 Unified Social
M A R C H 5 T HD A T A
A catchphrase that s right up there with lowest hanging fruit and 80/20 rule on the list of terms professionals love
to break out in business meetings and the reality is, it should be. Turning massive amounts of data and metadata
into actionable and meaningful insights is one of the biggest conundrums of the digital age. Not only is it an issue
that C-levels and data scientists should think about, but marketers as well. In this spirit, weve put together a chart
that outlines the marketing Big Data lifecycle, and how social contributes to each area:
DATA C YC L E S , S O U RC E S A N D S E T S
Socials Significance In Marketings Big Data Lifecycle Gives A New Twist To TMIB I G D A T A .
Heres a simplified schematic of the main areas of the marketing lifecycle and the
corresponding data each step produces:
Socials Significance In Marketings Big Data Lifecycle Gives A New Twist To TMI
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13 2015 Unified Social
5 R E A S ON S W H Y S O C I A L S H O U L D B E C E N T R A L I N T H E B I G DATA D I S C U S S I O N
If social media isnt an essential part of your conversations or integrated into your dashboards, here are 5 great
reasons why you should consider integrating social data into your Big Data strategy:
This is partly due to the fact that social captures traditional digital data like cookie-based targeting, conversions and 1st generation activity, but has additional metrics unique to each platform. Page likes, retweets, Youtube views, multi-generational and Dark Social activity are just some examples.
What could be better than data thats directly from potential customers? The community-based aspect of social gives companies direct access to consumers who have raised their hand, asking to interact with your brand. This makes it easier for marketers to hone in on new users who are more apt to buy.
Not only is the data massive, but as new networks launch and features are added, social is also the fastest growing. To give you an idea of just how enormous this growth is, Facebook revealed that it processes 500 times the amount of data per day as the New York Stock Exchange.
Lets face it managing marketing operations typically means that there are a lot of cooks in the kitchen needed to whip up an impactful campaign, whether youre talking about keeping track of multiple internal teams and/or agencies. In addition to your social performance data, the metadata on your social teams provides another important dimension that is fundamental to evaluating and optimizing ROI.
We see this especially when it comes to mobile usage, as 29% of Americans opting to use social apps to pass time, more so than any other single category. In fact, even among the 35% of consumers who watch television while on a digital device, 39% do so to keep up with friends on social while enjoying their favorite programs.
Its Becoming The Largest Data Set Available
Theres A Lower Barrier
Its The Fastest Growing
Better Team Assessments
Its Where People Are Spending The Most Time
01
04
02
05
03
W I T H B I G DATA CO M E S B I G R E S P O N S I B I L I T Y
Weve covered how social fits into the lifecycle, and why you may want to check your temperature if it isnt included
in your data strategy, but as with all things business there are challenges too. Social data is arguably the most
complex, unpredictable and continuously changing. With so many unknowns and moving parts, it also presents the
biggest potential for lots of waste in the marketing supply chain as well. Add in the fact that consumers are able to
control what theyre exposed to, making it harder to reach them, and you have a puzzle that could rival the rubix
cube. CMOs will find that these challenges are not only going to become more pressing, but they will likely be held
to a higher accountability as well.
Socials Significance In Marketings Big Data Lifecycle Gives A New Twist To TMI
Sources
1966 Coke Coca-Cola Advertisement Readers Digest August 1966 | SenseiAlan is licened by CCBY 2.0 | Image was cropped
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S O C I A L S P O T L I G H T :F A C E B O O K
- S H A R O N A S A N I E O F F ,
S E N I O R S T R A T E G I S T
Mobile video consumption has grown more than 500% since 2012, and in many ways Facebook is leading the way. Marketers who become savvy in enhancements like video retargeting, sequential messaging and custom audiences will have a sizeable advantage in a medium thats showing no signs of slowing down.
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H E R E A R E 5 U N D E R U T I L I Z E D FA C E B O O K V I D E O TA C T I C S Y O U P R O B A B LY A R E N T U S I N G , B U T S H O U L D
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2015 Unified Social16
S O C I A L S P O T L I G H T : F A C E B O O K
Here Are 5 Underutilized Facebook Video Tactics You Probably Arent Using, But Should
2015 is undoubtedly the year of social video. So much so that the worlds largest social network has already made significant strides developing its strategy, more than tripling the amount of year over
year video content in News Feeds worldwide. Heres where advertisers may be missing out.
NATIVE VIDEO KILLED THE YOUTUBE LINK STAR
With so much evolution in so little time, what is a brand to do? We found 4 tactics marketers should be
taking advantage of, and added one of our own for good measure:
THESE UNDERUSED TACTICS CAN CREATE ABOVE AVERAGE RESULTS
Now that Facebook has over a decade under its belt, we can clearly see an evolution of video on the
platform. And while the ability to upload and share video has been available since 2006, last year
marked the explosion of premium ad options for Facebook native video including targeting (and
retargeting), sequencing and the advent of auto-play. These tactics have become so successful in fact,
that in August of last year the Book surpassed YouTube for desktop video with over 12B views recorded
from June 2013 to August 2014.
Or at least put it on a respirator
J A N U A R Y 2 9 T H
Here Are 5 Underutilized Facebook Video Tactics You Probably Arent Using, But Should
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2015 Unified Social 17
LOOKING AHEAD
Sources
The New Universal Language: http://insights.fb.com/2015/01/07/new-universal-language/
The Value of Storytelling on Facebook for Marketers: http://insights.fb.com/2014/07/15/the-value-of-storytelling-on-facebook-for-marketers/
Beet.TV: http://www.beet.tv/2014/10/brandcomscorefulgoni.html
Benefit Cosmetics Case Study: https://resources.adroll.com/i/382864
Television is and continues to be the primary method for generating a massive reach in a short amount of time. Social media in contrast is more like a scalpel than a sword, which can get to the most relevant consumer for your brand. Companies who advertise on TV, especially for huge live events like the Golden Globes, the State of the Union, or the Super Bowl, should take advantage of Facebooks reach & frequency and cross channel reach (XCR) tools to follow valuable audiences across platforms.
Auto-play has revolutionized how we consume video on Facebook, and with this change comes some key learnings for advertisers. First off, unlike preroll where the user
is somewhat forced to view to get to the content that they desire to watch, Facebook users are already in a content discovery mindset when your video hits their feed. Consequently, not only must your content must be visually stimulating and interesting, its got to be visually interesting in the first few seconds. Oh, and because auto-play is initially
muted, you also have to be stimulating without sound. Your move content teams.
Ok, so maybe youve been reading this and feel pretty good because youve already been testing, targeting, storytelling and stimulating. If you are, trust us you are ahead of the curve. But which users are viewing only a few seconds, and which are watching until the very end? Make sure your social marketing platform can help you differentiate between who
completes your videos, and who does not.
As a social marketer you are likely aware of retargeting photo or link ads, but our source says that many companies are not taking advantage of this feature for video content. For those still learning, retargeting allows brands to re-engage users that visit their website without converting (e.g. signing up for a newsletter, completing an order, etc.) on social media. Retargeting campaigns in general can generate as much as twice the CTR and 8 times the ROI then those that dont.
While living in the moment may be great advice for life, Facebookers tend to want the whole story. Enter: sequencing. While it s common knowledge that the most successful companies are those who can tell their brand story in a way that is both entertaining and simple, very few marketers are telling it via social video. Sequenced stories can increase the amount of people visiting your landing page by 87% and conversions by 56%. Add in a little underutilized targeting (cough retargeting cough cough) and BAM - thats a spicy social marketing sauce.
Test Alongside TV
Constructing Effective Creative for Auto-Play
Understand The Value of Your Views
Revisit Retargeting
Storytelling Isnt Just For The Kids
01
04 05
03
02
These tactics are just the beginning the network has already hinted at some more big things
happening this year as well, including scaling the best video features across their entire ad suite.
Here Are 5 Underutilized Facebook Video Tactics You Probably Arent Using, But Should
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2015 Unified Social18
Best Practice: Who wouldnt want to make another attempt to woo users that engaged with their
brand, but didnt quite convert in the way they wanted
them to? While retargeting isnt new, many marketers
dont realize that this is available for video ads. If you are
creating a series, retarget users who watched previous
videos. Alternatively for single video campaigns, try
retargeting users that only watched part of the video to
entice them to complete the view.
With so many changes, new features, and strategies it can be hard to sort out Facebook fact from fiction. Not to worry, here are 6 common misconceptions that weve heard from our clients and partners:
For the sake of efficiency, many marketers use YouTube (or other external links) to post video content to their Facebook page. After all, two social networks should be better than one right? Answer: Wrong.
You got a ton of views and you are feeling like you may just be able to teach Spielberg a thing or two. After all, all those views meant that they fully digested the video. Answer: Nein.
Retargeting is only for photo and link ads. Answer: Nope.
Six Common Facebook Video Falsehoods, And Corresponding Best Practices
Best Practice: Upload your videos directly to Facebook to ensure a seamless user experience, and to
unlock comprehensive reporting on views, users and
retargeting, which you wouldnt be able to do otherwise.
Best Practice: A view is actually defined as 3 seconds or more. Be sure to check your analytics to determine how long Facebookers actually tuned in. This allows you to optimize creative moving forward to determine the best video length, imagery
and narration for your brand.
Six Common Facebook Video Falsehoods, And Corresponding Best Practices
M A R C H 5 T H
01 02
03
Retargeting Is Only For Non-Video Ads Its Better To Use YouTube Links
A Video View Means That The User Watched My Entire Video.
S O C I A L S P O T L I G H T : F A C E B O O K
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2015 Unified Social 19
In building out your campaign details, you have the option of prioritizing engagements, reach or views. Isnt engagement the whole point? Negatory.
You only want to spend budget dollars on the users who will watch, promote or purchase, so wide targeting is clearly a waste of money. Answer: Nyet.
The Majority Of My Shares Will Be From The Original Post
Best Practice: For the vast majority of campaigns, video views should be the main goal in order to efficiently optimize targeting to the viewers that are most likely to watch. Engagements should only become the main objective if the creative has a
strong call to action to encourage virality.
Best Practice: Starting off with a mass audience can help you create an effective targeting
strategy by building a bucket of active Facebook fans
that can be used later for retargeting or as criteria
for future campaigns.
Best Practice: If youve never heard of the terms multi-generational activity or Dark Social, make it your
mission to learn them. The reality is, as much as 60% of
shares are from multi-generational or dark social (copying
and pasting links) behavior, so be sure to ask your social
marketing platform partner about how to setup your
website to capture this engagement.
05 06
04 My Campaign Objective Should Be Engagement (Likes, Comments, Shares)
Comprehensive Targeting Is Always Best
Only views, likes, comments and shares will originate from your page post. After all, thats what my social marketing platform tracks. Answer: Not So Much.
Six Common Facebook Video Falsehoods, And Corresponding Best Practices
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2015 Unified Social20
B alancing a marketing budget can be a meticulous task figuring out how to spend and how to save. Luckily, when it comes to Facebook, weve got a few tips that can make the process of saving some serious coin a little less complicated.
Three Ways To Decrease Your Facebook Advertising Costs
Three Ways To Decrease Your Facebook Advertising Costs
J A N U A R Y 2 2 N D
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Are you sensing a theme here? Overall, casting a wider net (as long as it s not too extreme) for
campaigns drives down pricing bids, increases reach and makes you shine as the money savin social
superstar you are.
In this case, budgets that are too big and too small just wont do its about finding the right balance. If your budget is too small you cant optimize or
drive cost efficiencies. And alternatively, if your budget is too big for your
flight and target audience size, you run the risk of driving up the bids without
increasing your reach. In this Facebook fairytale, you are Goldilocks and your budget size are bowls of porridge. Find the one that is just right.
This may be the one case where time isnt money. In fact, the longer you extend the flight of your campaign,
chances are your budget spreadsheets will be a lot happier. This is due to the same reasons that increasing audience size decreases spend in that a longer time span boosts the likelihood that users will login and see your ad. Extra Credit: Make sure your social marketing tools have their own optimization technology that can take advantage of longer flights.
Targeting the strategy du jour on every marketers menu. What you may not realize is that complex targeting comes with a heftier price tag, mainly due to the fact that it makes it much harder to find your end user, and there
may also be a lot of other companies bidding on the same criteria. Expanding your audience decreases competition, and increases the likelihood that they will login during your campaign flight. And, since there are no maximum
inventories on social like there are in display, feel free to go all out.
Bigger Is Definitely Better
Size Matters
Let Your Ads Take Flight
S O C I A L S P O T L I G H T : F A C E B O O K
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2015 Unified Social 21
45 million strong, African Americans have an estimated buying power of $1.1 trillion this year. Digital-minded, trend-setting and health conscious, this consumer is also 28% more likely to purchase a product that is advertised on social media. And for the brands interested in reaching the 22.0MM using Facebook, weve got you covered. We have compiled a list of demographics, behaviors and interests to help you target better and optimize campaign KPIs.
This consumer is not only responsive to advertising, but is also extremely social. Brands (especially those in the beauty, fitness and entertainment industries) who are able to launch clean campaigns that focus on value will undoubtedly see desirable results.
7 Must-Know Mindsets To Entice African Americans on Facebook
F E B R U A R Y 1 9 T HS O C I A L S P O T L I G H T : F A C E B O O K
1 | Women In The ForefrontFrequently Female: 58.1% Female, and are 20.0% more likely to identify as an 18-44 year old female than the general Facebook population.
Mostly Millennials: 47.3% are identified as millennials.
Kids Arent Necessarily Key: African American Facebookers are equally as likely to have children in their home as they are to have none.
2 | Down South Is On TopSouthern Charm: Texas and Georgia have the largest population of African American Facebook consumers at 1.8MM users each. New York is runner up with 1.6MM users.
States To Steer Clear: The least populated states are Wyoming and Vermont, with 2.2K and 2.8K users respectively.
3 | Cash Is KingOpts In To Cash Out: This consumer is 144.5% more likely to purchase with cash as the general Facebook population.
VIPs for R&R: African Americans are 113.6% more likely to spend money on spa services.
Interested In Auto: Most likely to buy midsize cars and luxury sedans, this group is 36.7% more likely than the average Facebook user to be interested in auto.
4 | TV Is On TopCalls For Comic Relief: 24.8% more likely than the average Facebook user to be interested in television, this consumers top genres are comedies (106.3% more likely) and reality TV (43.8% more likely).
Big Book Worms: African Americans are 28.2% more likely to be interested in books than the general Facebook user.
Grabs For Games: 59.1% of African American Facebook users are interested in video games, and are 26.6% more likely to identify gaming as a digital activity.
5 | Mobile MogulsSuper Surfers: 90.9% use a smartphone or tablet to access the internet
Avid Android Owners: This consumer is 78.4% more likely to own an Android device than an iOS device.
Computer Inclinations: 87.6% use Windows OS, and 56.4% use Yahoo! mail.
6 | Big BusinessBusiness On The Brain: African Americans are 76.1% more likely than the Facebook population to be involved in entrepreneurship, and 35.6% more likely to be involved in business.
Digital Divas: Familiar with the digital industry, this consumer is 324.4% more likely to be in the social marketing, 38.9% more likely to be in the social media industry, and 166.0% more likely to be in online banking than the average Facebook user.
Fashon Cents: African Americans are 83.1% more likely to be in the fashion industry than the general Facebook population.
7 | Fitness FanaticsFootball Fans: Users are 62.1% more likely to watch the big game, 41.0% more likely to identify as a casual football fan than the average Facebook user.
Into Working Out: African Americans are 73.4% more likely to indicate going to the gym as a hobby then the general Facebook population.This consumer is not only responsive to advertising, but is also extremely social. Brands (especially those in the beauty, fitness and entertainment
industries) who are able to launch clean campaigns that focus on value will undoubtedly see desirable results.
2015 Unified Social 217 Must-Know Mindsets To Entice African Americans on Facebook
Sources For sourcing visit: http://www.unifiedsocial.com/blog/2015/02/19/usocialstudies-7-must-know-mindsets-to-entice-african-americans-on-facebook/
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- R A S H I D A B O Y D ,
P O P C U L T U R E & E V E N T S
As we continue to see brands leverage the powerful integration of live events and social media, marketers should embrace two schools of thought. First, how to maximize their own content, especially through new enhancements in social video. And second, understanding how much time there is to get in on the real-time, spontaneous conversations that can extend relevance and reach.
M A R K E T I N G M A N A G E R
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23 2015 Unified Social
F E B R U A R Y 9 T HP O P C U L T U R E & E V E N T S
Instagram Audiences Were Most Engaged For The Grammys Most Nominated Stars
Surprisingly, Instagram reeled in the most engagement among the musicians, accounting for 78-100%
of activity. In contrast to the Grammys accounts which leaned heavily on Twitter, 59.1% of the artists
content were on the photo sharing site, suggesting that it was the preferred social network used to
connect with fans. While the Grammys account tweeted over 300 times, the show received the most
audience engagement on Facebook despite the smaller volume.
In s t agram Mos t Popular A mong Mos t Nominate d St ar s
Instagram Audiences Were Most Engaged For The Grammys Most Nominated Stars
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24 2015 Unified Social
F E B R U A R Y 2 3 R DP O P C U L T U R E & E V E N T S
people tuned in to the 87th Annual Academy Awards to get a glimpse of what Hollywood royalty slipped on, as well as what
host Neil Patrick Harris slipped off (whether they wanted to or not). The films honored ran the gamut from a washed up actors plight to realize a broadway dream in Birdman to a young drummers journey to discover his own potential in Whiplash. With few companies able to leverage big
moments in live events (think Arbys asking Pharrell to give them their hat back at last years Grammys), we wanted to see how long the
movie magic would last online, and more specifically, how long brands have to take advantage of the chatter around it.
The Oscars Most Social Moments Dominate An Average of 3.4 Minutes on Twitter
34.6MM
Before we talk timing, let s take a quick look at the biggest moments themselves.
The digital culmination of one of the industrys most coveted awards, was when
The Sound of Music star and movie icon Julie Andrews took the stage after Lady
Gagas tribute, generating over 32K engagements. Best picture winner Birdman
was close behind, generating over 30K reactions, while winners Patricia Arquette,
Alexandre Desplat and Graham Moore round out the top five.
26.9K
26.3K
28.5K
25.4K
26.9KJust after Alejandro G. Irritu wins best directorJust after Everything Is Awesome is performed from The Lego Movie
Common and John Legend win best original song
Eddie Redmayne wins best actor
Neil Patrick Harris monologue ends, makes Oprah joke
HONORABLE MENTIONS GO TO:Number of engagements
Masked with text overlay image of Hello Target people! (https://flic.kr/p/bQ4exD) under CC BY 2.0 (https://creativecommons.org/licenses/by/2.0/)
Clipped image of Neil Patrick Harris (https://flic.kr/p/foZdpS) under CC BY 2.0 (https://creativecommons.org/licenses/by/2.0/)
THE TALE OF 281.9K TWITTER ENGAGEMENTS 1
The Oscars Most Social Moments Dominate An Average of 3.4 Minutes on Twitter
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25 2015 Unified Social
With todays average attention span lasting a mere 8 seconds, knowing when to get into a conversation is
paramount to brands and media alike. In analyzing the top ten moments, we found that the average amount of time
that passed from the engagement volume peak to valley was 3.4 minutes, with the longest span lasting 6 minutes.
Essentially, this means that they were able to rise to the top Oscars Twitter chatter for this amount of time.
Looking deeper at three specific examples and number of mentions for their Twitter handles, things get even more
interesting. While the impact of Lady Gagas tribute didnt die down to pre-performance levels for approximately
34 minutes, it took merely 6 minutes to peak and another 7 to reach its half life. We see similar results with Patricia
Arquette and original song winners Common and John Legend as well, although on a smaller scale.
NOTE: Half life here is defined as the amount of time for total mentions to reach half the amount of the peak moment.
All in all, brands had about three minutes to jump in the broader conversation about the awards overall (tweets
using hashtags like #Oscars, #Oscars2015 or #AcademyAwards and mentioning @TheAcademy), and anywhere from
7 to 13 minutes to join the chatter about the celebrities themselves (@LadyGaga, @Common, etc.).
TIMING IS EVERYTHING
The Oscars Most Social Moments Dominate An Average of 3.4 Minutes on Twitter
Methodology:
Top Moments: We analyzed all tweets that mentioned @theacademy, @actuallynph, #oscars, #theoscars, #oscarscreators, #oscars2015, #theoscars2015,
#academyawards, #academyawards2015, #nph, #neilpatrick, #neilpatrickharris
Account Drilldown: We analyzed all tweets that mentioned @LadyGaga, @PattyArquette, @Common, @JohnLegend
Source:
Twitter data provided by Unified (www.unifiedsocial.com)
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26 2015 Unified Social
F E B R U A R Y 2 N DP O P C U L T U R E & E V E N T S
Unless you decided to live under a rock this weekend, you either heard about Super Bowl XLIX, were one of 100MM+ people watching, or sent one of 10.3MM tweets talking about it. And while the Patriots and Seahawks boasted over 1.6MM mentions each, the advertisers, who paid approximately $9MM per minute, also caught their fair share of the social limelight. The brands ran the gamut, from big name Super Bowl veterans like McDonalds, Coca-Cola and Budweiser to smaller newcomers such as Mophie and Avocados From Mexico. So what does over $400MM in ads get in social activity? We looked at which brands got the biggest buzz.
OUR APPROACHWe looked at tweets sent between February 1st at 6AM
EST to February 2nd at 6AM EST, that included hashtags
&/or twitter handles relevant to the advertisers.
Super Bowl XLIX Advertisers Inspire Over 2MM Tweets, But One Dominated The Trend Zone
THE CHAMPIONS OF TWITTER CHATTEROf the brands we analyzed, McDonalds came out way ahead
of the game for its share of tweets that included either @
mcdonalds or #McDonalds with 552.2K uses. Pepsi and Coke
were neck and neck for the second and third spot, with 310.9K
and 308.2K tweets respectively.
#552.2K
uses310.9K
uses308.2K
uses
T W I T T E R H A N D L E S@amfam, @AvosfromMexico, @bmwusa, @budlight, @Budweiser, @CarlsJr,
@CarnivalCruise, @CocaCola, @Doritos, @DoveMenCare, @eat24, @esurance,
@Friskies, @jackbox, @kia, @lexus, @loctiteglue, @MBUSA, @McDonalds,
@Microsoft, @mophie, @Nationwide, @Newcastle, @Nissan, @OldSpice,
@pepsi, @Skittles, @SNICKERS, @Toyota, @TURBOTAX, @Victoriassecret,
@volvocarsus, @weathertech, @weightwatchers, @Wix
H A S H TAG S#AllNaturalBurger, #AmericaAtWork, #AvoFan, #BandofBrands, #BestBuds, #CarlsJr,
#CarnivalCruise, #CrashtheSuperBowl, #DearKitten, #DreamFearlessly, #EatASnickers, #esurance,
#Friskies, #HelloFuture, #InvisibleMindy, #ItsThatEasy, #JackInTheBox, #KiaSorento, #LexusNX,
#MakeItHappy, #MakeSafeHappen, #McDonalds, #Microsoft, #OldSpice, #OneBoldChoice,
#PursuingMyDream, #RealStrength, #SettleIt, #Snooperbowl, #StayPowerful, #Surface,
#TaxesDone, #TheBigRace, #UpForWhatever, #VictoriasSecret, #Volvo, #VolvoContest,
#WeightWatchers, #WinAtGlue, #WithDad
Super Bowl XLIX Advertisers Inspire Over 2MM Tweets, But One Dominated The Trend Zone
Three Ways To Decrease Your Facebook Advertising Costs
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27 2015 Unified Social
BREAKING DOWN BRAND ENGAGEMENT
M C D O N A L D SThe fast food giant aired its first commercial at 6:22PM, showing customers surprised by something, but
not revealing the reason why quite yet. While this led to a small spike in activity, significant engagement
didnt come until a minute after the second airing, which revealed that customers were invited to pay
with lovin, such as calling mom to say I love you. Brand conversation remained strong to the end,
generating over 524.6K mentions of their handle and 9.6K hashtag uses overall.
Pepsi ads asked viewers if they were hyped for halftime, and aired prior to pop sensation Katy
Perrys big performance. As expected, both account and hashtag use peaked just minutes after the
show ended. There are some small peaks within 1 minute after each commercial airing, suggesting
the ads produced a small lift in chatter. Although centered almost exclusively around the halftime
show, the brand still was able to produce 60.7K mentions of their handle.
PE P S I
Three Ways To Decrease Your Facebook Advertising Costs
Super Bowl XLIX Advertisers Inspire Over 2MM Tweets, But One Dominated The Trend Zone
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28 2015 Unified Social
A P R I L 2 N DP O P C U L T U R E & E V E N T S
Did #TIDALforALL Make Waves On Social Media For Music Artists?
Last month, Jay Z and friends announced their decision to cross low music streaming royalties off their list of 99 problems Beyonc surprise style. The live stream debut of TIDAL, the worlds first artist-owned streaming service undoubtedly caused some commotion throughout the industry, but as always, were more interested in the social story. We looked at some of the most social artists backing the venture to see how the announcement impacted engagement on the two largest networks. Heres what we found:
OUR APPROACHAnalyzing both Facebook and Twitter accounts for Jay Z, Madonna, deadmau5, Jason Aldean, Nicki Minaj, Beyonc
and Rihanna from when Jay first teased the venture on March 29 until 24 hours after the webcast we found some
interesting results:
A RTIS T S IN THIS EDITION: Jay Z , Madonna, R ihanna , Jason A ldean, deadmau5 and Nick i Minaj
DATE R A NGE: March 29 -31, 2015 ( T IDA L announcement made on March 30 , 2015)
Did #TIDALforALL Make Waves On Social Media For Music Artists?
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29 2015 Unified Social
THE SOCIAL TOTALSPop icon Madonna got the socialverse sharing with pictures of her with fellow rebel hearted TIDAL divas Alicia
Keys, Beyonc and Rihanna. During the 72-hour period, the material girl racked up over 880K engagements, which
accounted for a 38.1% market share of total activity produced by the accounts analyzed.
Honorable mention goes to Nicki Minaj with 537.6K engagements for a 23.3% market share.
The Jigga Man didnt do so bad himself either his post on Facebook and Twitter had the highest number of shares
among everything published by the artists during this timeframe.
ACTIVE AUDIENCESWeve covered who got the most volume of shares, comments, likes, retweets and favorites sure but which
artist s audience is most reactive regardless of overall size? The answer: Madonna wins again. Not only did her fans
produce an impressive 167.3 engagements per 1K users, but they were more than 3 times as active deadmau5s audience, which was next in line at 52.9.
Did #TIDALforALL Make Waves On Social Media For Music Artists?
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30 2015 Unified Social
J A N U A R Y 2 2 N DP O P C U L T U R E & E V E N T S
If You Tweeted About Obamas #SOTU Speech, You Probably Talked About These Things
If You Tweeted About Obamas #SOTU Speech, You Probably Talked About These Things
D id he just say FREE COLLEGE TUITION?Needless to say, the president s speech inspired a wide variety of emotions from Congress, pundits and the public
alike. Obamas strong stance on the economy, education, labor issues, immigration and equally valuing all Americans
set social ablaze with 2.4MM tweets generated from 8 AM EST the day of through 8 AM EST the following morning.
We plotted spikes in engagement over specific moments of the broadcast to see what people reacted to.
OUR APPROACHWe looked at tweets that mentioned specific handles (i.e. @whitehouse, @whlive, @barackobama, @vp, @joebiden,
@johnboehner, @speakerboehner, @gop or @thedemocrats), or utilized specific hashtags (#sotu, #progress,
#askthewh, #freecommunitycollege, #familiessucceed, #betterbroadband, #immigrationaction, #americaleads,
#loveislove, #actonclimate, #middleclasstaxcuts, #raisethewage, #leadonleave, #obamacare) relevant to the speech.
BIGGEST MOMENTS OVERALLTHE DIGNITY AND WORTH OF EVERY CITIZEN
In contrast to the spikes we see in award shows, where buzz starts at the beginning of the broadcast, there were no
significant spikes at 9:09 PM when Obama starts his speech. It is only towards the very end of the address, where
Obama urges Americans to embrace all our differences regardless of gender, sexual orientation or immigration
status, where we see the biggest spike in activity. Other noteworthy moments include when he speaks of
perseverance in hard times, labor issues and college reform.
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C O N T A C T U S
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with powerful insights, content, and advertising tools built on the industry s most advanced data plat form.
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