Social Media Marketing, Branding, Marketing, Social Media

A new year calls for a new look at the way businesses can use social media to leverage their marketing strategies. Keeping in mind the major trends that ruled 2013, let's look at four social media sites that will be the hottest in the coming year.

1.    Twitter 

Why? - More and more teens are shifting from Zukerberg's social network to the micro blogging site for want of “less drama”. 

2013 saw Twitter making its Initial Public Offering. With the micro blogging site now trading on stock exchanges, 2014 is projected to be huge for the site by several market analysts. According to the findings of a 2013 survey by Pew Internet and American Life Project, Twitter is – wait for it – the new Facebook.

Facebook has seen an increased presence of adults, leaving many unhappy teens to shift focus towards the next popular site – Twitter. Results from the report do not however mean teens are leaving Facebook, deactivating their profiles all together. But with their focus already shifted towards Twitter and 26% of them listing Twitter as their most important social media website – the trend is only going to get hotter in 2014.

 2.    Google + 

Why? - Google Authorship is going to play an important role in the search giant's website ranking algorithm and Google + is at the core of Google Author Rank and thus, Google Authorship. 

Google Authorship was introduced as a method of verifying an author's identity and also enabling search engines to find content written by the same author. 2013 saw Google merging several of its new and old products – business listings from Google Places are now on Google + and Google Docs have been upgraded to Google Drive to name a few. 

Content linked to verified authors will show higher on Google's search results page. Google Plus is thus no longer a social network. 2014 will see it evolve into an integral component of Google's page rank determination system.

 3.  Pinterest 

Why? - In consistency with the trend of sharing content via images and videos rather than only text, 2014 is going to be the year of photos, videos and infographics.

Pinterest will continue to shed its “cute and girly” reputation, only at a stronger pace in 2014. Consumers want visual content and embracing image centric  websites will be a smart move for businesses the coming year. Socialbakers collected data during April to May, 2013 revealed that 93 percent of the most popular and engaging posts on Facebook were photos.

Similarly, Instagram and Tumblr will continue to grow with the increasing use of visual content for content marketing, increasing brand presence and brand power.

4. Vine 

Why? - Micro videos are going to be hot in 2014.

Micro blogging alone is not the hottest trend of the coming year. While Twitter's Vine is going to be the shining star of the micro video skyline, other websites incorporating the same will see a similar rise. Six seconds on Vine and 3-15 seconds on Instagram's video app will be more important than ever for businesses looking to fortify their brand power through social media marketing.

Apart from these four, MySpace and the SnapChat mobile app are also going to be huge. MySpace went through several makeovers and with its new iPhone app that allows consumers to connect with others, share private messages and enjoy a customized and personalized radio station tailored to suit their taste – MySpace is ready to compete in 2014. And so is the SnapChat app.

Mobile phones and other smart devices have been at the center of businesses' social media marketing strategies and apps like SnapChat are only making the marketing game more interesting. SnapChat is used to send disappearing images that last less than ten seconds on the receivers phone. The app is gaining popularity by the minute but that is not the only reason for SnapChat's shining prospects.

Creators of the app turned down acquisition offers from major giants like Google and Facebook in 2013, indicating they have big plans for the eccentric app in 2014. 

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Facebook: The Social Network King

It's hard to dethrone the king. It's not because the king is necessarily best, or even the most beloved. Sometimes the king was just the first on the scene, or maybe circumstances just fell that way.

Facebook is the current king of social networking, and despite some faltering steps doesn't appear to be going away anytime soon. It has many lessons to learn from its predecessor, MySpace. But so do its competitors.

A Noble Background

Facebook won't last forever. MySpace certainly didn't. But Facebook was designed to be a king of social networking. As was MySpace. And so will whatever comes next. All social networks are designed to be kings, provided they ever get the opportunity to rise to the top.

Other social networks took the more clever approach by filling a different niche, like Twitter, Tumblr, and Pinterest. But what about those that are trying to battle Facebook on its own turf? There's Google+, Ning, Path, and countless others that the mainstream public haven't even heard of.

What set Facebook apart from the others? Really, just circumstance and precedence. You see every social network, by virtue of its design, is meant to secure its own dominance. Just whichever has the most dominance, wins.

Built to Win

The heart of the matter is this: all social networks are designed to be mutually exclusive; or in other words to be used at the expense of others. By using one social network, you shun the others; unless they occupy different spheres of influence, of course. Using Facebook and Twitter? No problem. But Facebook and Google+? Now there's some awkwardness.

The question is why?

There is no question that some people don't like Facebook, and would even go so far as to stop using it altogether. But they like the networking afforded to them by a social network. So for them, the quest becomes to find another social network that has the features and policies they like. Nowadays there are some alternatives, chief among them being Google+.

But there's just one little problem, or rather potentially hundreds of them. Friends.

Why do you chiefly use a social network? To stay in touch and communicate with friends and contacts. So not having all those friends and contacts would essentially defeat the purpose of a social network, wouldn't it? And therein lies the problem.

Even if you decide to hop ship and use another social network, the exercise becomes moot once you discover that none of your friends have too. Though you've left behind the frustrations of the mainstream social network for the liberties of another one, trying to convince your fellows to follow suit is usually no easy task. Why? Typically it's because they don't want to leave their own friends behind.

The price of leaving behind the king, or of being an early-adopter of a new social network, is loneliness and frustration. And inexorably, the king draws you back in to his kingdom, and remains the largest in the land.

To Dethrone a King

But we do have one glaring instance where a king was dethroned. MySpace was the first massively popular social network. It had secured its audience first, and therefore should have been able to keep it. Again, why leave to another social network since everyone you know is already on MySpace?

And yet, people left. And Facebook took over. So again, the question is why?

The former king fell victim to poor business decisions, technical inflexibility, and bad press. A perfect storm of bad luck combined with the worst crippling blow of all, a worthy competitor watching from the sidelines. The users on MySpace were becoming increasingly frustrated with the website, and the allure of a cleaner, more feature-packed, more focused alternative was definitely appealing.

People started to migrate over to Facebook. But what sealed MySpace's fate was the fact that people's friends migrated as well. Individuals weren't just leaving, entire social circles were. Soon enough, staying on MySpace became its own liability as the majority of a person's friends were now found on Facebook, leaving the MySpace loyalists the deprived and isolated ones.

Repeating History?

So can history ever repeat itself? Certainly. All it would take is another perfect storm to dethrone Facebook: increasingly technical inflexibility due to business demands, increasingly cluttered and unfriendly user interface, bad press to scare away new potential users, and a worthy competitor as an appealing alternative. This concoction isn't as rare as it would seem.

With Facebook now publicly owned its direction is dictated by its shareholders, not by what is technically sound or appealing. Its interface is constantly undergoing redesigns, and while many complain but eventually adjust to it, more intrusive ads and privacy worries easily mirror what happened on MySpace. Bad press can come from any direction, from any source; all it takes is a big enough scandal.

And as for worthy competitors? There are several. Right now they seem insignificant because there's little reason for the masses to emigrate from Facebook. But if Facebook's ship begins to sufficiently list to one side, like MySpace once did, then the users will flee.

Once the mainstream user base wants to abandon Facebook, they'll follow the trails blazed by the early-adopters who first explored other competing social networks. Once people find something they like, the word will spread and everyone will converge on that one social channel, thus making it the new king.

Long Live The King

Now that social networking exists as an mainstay of the Web, it isn't going away anytime soon. Possibly never. The cat's out of the bag; Pandora's Box has been opened. Now that people have experienced social networking, they must always have it.

Consequently, this means there will always be demand for it. And by its own nature, whomever happens to be most dominant in filling that demand will be king, to the detriment of all others. But should that king falter, everyone will just flock to another, and then make that one the new dominant kingdom.

There can only be one king. But there must always be a king.

Do you think Facebook will ever lose the crown, and if so, how? Who do you think is likely to replace them, an existing competitor, or something we have yet to see? Let us know in the comments.

(via)

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Don’t Judge Me. I Want A Myspace Account.

To start, I wasn’t even on the original Myspace. When people talk about Friendster I look at them weirdly because I hadn’t even heard of Friendster before I started working in social media. I joined Facebook right after they opened it up to high schoolers in late 2006 and I’ve been a loyal (if somewhat reluctant) user ever since. And don’t talk to me about G+. (Apologies to my Googler friends, I know ‘hanging out’ while you’re working from home is one of your favorite things. But wait, you’re getting paid for it, so never mind.)

I reluctantly embraced Pinterest for work, but have found myself sucked into its vortex of brilliant imagery and sarcastic yet inspirational quotes. I stayed with Pandora despite Spotify’s allure because… ew. Facebook will tell everyone about my embarrassing Michael Buble playlist. I remain on Linkedin because theoretically I can just inMail people with actual influence like Peter Thiel, Sean Parker or Marissa Mayer and they might even read it. Yet, somehow, at the end of 2012, with the Mayan doomsday approaching and more social networking profiles than dollars in my bank account, I find myself wanting, of all things, a Myspace account. So the Mayans were right, surely? Actually, no way. They were definitely totally wrong.

Am I intrigued because I didn’t get an early stage invite even though I’m a hip 20-something living in New York City? Perhaps. Damn you Justin Timberlake, will you like me already?! Where is my invite? Pretty please? Just kidding, that sounds desperate. But actually, DM me on Twitter, I’ll totally circle you back on that G+ account I have because Gmail forced me to.

Or is it the craziness of that horizontal UX? What are you, new Myspace, the Johnny Ive of social networking? How dare you upend years of wisdom that scrolling up and down and up and down is how billions of users want to get their daily fix of cat photos and Daily Show videos? Are you trying to restore equity to those long neglected left-right scroll buttons?

Perhaps it’s that insane video that you posted way back in September, you tease. That infectious indie song by that band-nobody’s-heard-of-yet-but-is-going-to-be-huge-in-three-years was designed to make me want to discover new music on you, wasn’t it? The weird thing is, I’m not even that into music. I like it but I’m not dying to get updates from the Kaiser Chiefs about their latest tour dates. Am I no longer in your target audience now? Perhaps it’s for the best. My grandma just joined Facebook and she promised to upload all my incredible artwork from ages 3-7. I don’t need you and your super high-resolution profile pictures.

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The Online Community Life Cycle – Where Are You?

Every online community has a life cycle. The key is to identify which part of the life cycle you are in to determine your strategy in order to strengthen the community to achieve your goals. Whether you are augmenting an existing community, starting a member/customer community or developing an interest-based online community, the life cycle is the same. Just like a butterfly, before it can fly on its own it needs careful attention each step along the way. So let's take a deeper look. Below is a break down of the life cycle that each online community goes through. The goal for any online community is to get to and stay at the maturity phase.

Major Brand Labels Facebook ‘Too Big to Ignore’

Image via CrunchBase

Before social media, the success of a marketing campaign was generally measured by ROI — how much did we make, versus how much we spend.

But when talking about Facebook, Twitter, or other social media campaigns, that number is rather illusive and sometimes non-existent. This leads us to the discussion of brand awareness versus conversions

In a recent interview, Erich Marx, Nissan’s director-interactive and social-media marketing said,

“From a pure ROI standpoint, are we selling hundreds of cars through social? No. But social media has to be a responsible part of any media package now. You have to be there. It’s not about ROI, it’s about COI– cost of ignoring. It’s too big to ignore.”

That’s the most honest analysis I’ve ever seen from a marketing exec. We all knew it was true, but few had the guts to stand up and say it. Social media is a marketing must, even if it doesn’t add to your bottom line.

Crazy, huh? Where else would we devote time, effort, and funds for no results? Would you keep working a garden if nothing ever grew? Would you keep playing Angry Birds if you couldn’t get past the first level? And yet, we all rush to social media because it is, indeed, too big to ignore.

Now, I’m not saying you should walk away from Facebook. I’ve stated it here time and again, that any brand without a Facebook page comes across as old fashioned or not too smart. But do you have to have a Google+ account, a Pinterest account, and please don’t tell me you’re still on MySpace?

The real question is why isn’t Nissan selling hundreds of cars through social? We’ve seen the power of social media, so how is it that we still can’t translate that into concrete sales? According to AdAge, Nissan has the highest social media engagement rate of any of the car companies. What they’re doing right is including their community in the evolution of the brand. They ask for ideas and personal stories, they feature their fans in their campaigns and that’s social media done right.

I think Nissan’s on the right track with social media, whether it’s for ROI or COI and I wouldn’t be surprised if one day they sold a car right from their Facebook page. Imagine the publicity they’d get for that? It could be the dawn of a whole new era of social ecommerce.

(via)

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Top social networking sites

This is our list of top 15 social networking sites ranked by their Worldwide Alexa Rank

15. MeetMe | Alexa World ranking: 1797 | Estimated members: not available

Formerly “MyYearBook”, is a social networking service founded in 2005 and provides the opportunity to interact and meet new people.

MeetMe was initially created as myYearbook by two high school students, Dave and Catherine Cook, and their older brother Geoff.

myYearbook derives its revenue from three sources: advertising, virtual-currency sales and monthly subscriptions.

Advertising makes up two-thirds of its revenue, with the other sources making up the rest.

It has an established sales office based in New York City and Los Angeles.

14. CafeMom | Alexa World ranking: 1301 | Estimated members: not available

It is an ad-supported social networking site which is specifically targeted at mothers and mothers to be.

It was founded in 2006 by Andrew Shue and Michael Sanchez.

Within one year of its launch, CafeMom became the most trafficked website for women (by page views) on the Internet, according to comScore.

CafeMom gets more than 8 million unique visitors a month, accounting for over 140 million page views.

Based in New York City, the company has about 110 employees. CafeMom is owned by privately held CMI Marketing.

13. Hi5 | Alexa World ranking: 937 | Estimated members: not available

It is a social networking website founded in 2003 by Ramu Yalamanchi.

Like Tagged, Hi5 headquarters is established in San Francisco.

It is available in over 50 languages.

hi5 has many features common to social networking sites, such as friend networks, photo sharing, user groups and status updates

Due to hi5’s shift in focus to social gaming, com Score reclassified hi5 as an online gaming site in early 2011. According to com Score, hi5 ranked as a the 6th most trafficked online gaming site.

12. Orkut | Alexa World ranking: 317 | Estimated members: over 66 million

It is a social network owned by Google Inc and its creator, named Orkut Büyükkökten, is an employee of Google.

Orkut is one of the most visited websites in India and Brazil. Orkut website is translated in 48 languages.

If you have a Google+ profile than you have also an Orkut profile and you can connect and synchronize Google+ post to Orkut.

11. Tagged | Alexa World ranking: 285 | Estimated members: over 100 million

It is a top social network website founded in 2004.The headquarters of Tagged is established in San Francisco, California.

It has all the standard functions available in popular social networks like Facebook

10. XING | Alexa World ranking: 271 | Estimated members: over 11,1 million

Top social networking sites

It is a social software platform to create a small-world network for professionals.

It is very popular in Germany, Austria and Switzerland.

9. MySpace | Alexa World ranking: 162 | Estimated members: over 33 million

Top social networking sites

It is an aged social network that still ranks well, even if their earnings drops and News Corp. sold it.

The comparison with Facebook is an abyss and recently has been surpassed by Google Plus also.

Like Facebook also generates revenue through advertising, which is easily optimized thanks to the information that users write themselves

Justin Timberlake in one of main investors in Myspace

8. DeviantArt | Alexa World ranking: 131 | Estimated members: not available

Top social networking sites

Its name is commonly abbreviated as dA is an online community showcasing various forms of user-made artwork. It was first launched on August 7, 2000 by Scott Jarkoff, Matthew Stephens, Angelo Sotira and others. deviantArt, Inc. is headquartered in the Hollywood area of Los Angeles, California, United States.

deviantArt aims to provide a platform for any artist to exhibit and discuss works. Works are organized in a comprehensive category structure, including photography, digital art, traditional art, literature, Flash, filmmaking, skins for applications, operating system customization utilities and others, along with extensive downloadable resources such as tutorials and stock photography. Additional utilities include journals, polls, groups and portfolios.

7. Badoo | Alexa World ranking: 118 | Estimated members: over 125 million

Top social networking sites

It is a another famous social network site. its headquarters is in London, but is run by a Cypriot society.

Its founder is a Russian entrepreneur called Andrey Andreev.

The Economist, in September this year, wrote an article pointing out that Badoo has all it takes to become a top company.

Badoo is popular mainly in Italy, Spain, France and South America.

6. LiveJournal | Alexa World ranking: 115 | Estimated members: not available

Top social networking sites

LJ is a social network owned by SUP Media where Internet users can keep a blog, journal or diary – a wide variety of political pundits also use the service for political commentary, particularly in Russia, where it partners with the politically-independent online newspaper Gazeta.ru (also owned by parent company SUP Media). As with many other social networks, a wide variety of public figures use the network. However, LiveJournal is also the name of the free and open source server software that was designed to run the LiveJournal virtual community.

Top social networking sites

5. Google Plus | Alexa World ranking: not available | Estimated members: over 100 million

Top social networking sites

Being a sub domain of Google, it is difficult to do a traffic analysis with traditional indicators (Alexa, Quantcast, Compete) but we can not ignore it.

It had an explosive growth during October 2011.

4. Pinterest | Alexa World ranking: 38 | Estimated members: not available

Top social networking sites

It is a brand new social networking sites. Although it is a social network with membership based on invitations, Pinterest is the rising star of 2012 and it is already in the Top20 in USA

3. Linkedin | Alexa World ranking: 12 | Estimated members: over 115 million

Top social networking sites

It is the most visited business related social networking website, it’s also in the top20 most visited website in the world according to Alexa Ranking.

It ranks 12th in the world, and it’s on top10 in several countries (Netherlands,Ireland,India,Denmark,South Africa,Pakistan,Belgium,Israel )

2. Twitter | Alexa World ranking: 8 | Estimated members: over 175 million

Top social networking sites

It’s the second at our chart about top social networking sites

Do you know that the domain twitter.com was recorded over 6 years before the birth of Twitter Inc.?

1. Facebook | Alexa World ranking: 2 | Estimated members: over 900 million

Top social networking sites

It is the best known social network, it is also the second place of the most visited sites in the world according to Alexa

In some countries (Algeria, Mexico, Indonesia, Argentina, Egypt, Pakistan, Malaysia, Manila, Nigeria, Colombia, Greece and Turkey) Facebook proves to be the most visited site, surpassing Google, Yahoo and YouTube

Facebook was launched on 2004 but the domain was registered by someone else back in 1997.

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Why Bother Monitoring Social Media? Hootsuite, Seesmic & Tweetdeck(P7)

Continued from the previous post, here are 3 other reviews 

HootSuite

HootSuite is a popular tool that can be used to manage multiple accounts across Twitter, Facebook, MySpace, WordPress, Foursquare and LinkedIn. Although HootSuite could be categorized as an account management tool rather than a monitoring tool, I believe it deserves mention here because of its large user base and powerful functionality.

You can push updates to one or more profiles, track click-through, deploy timed updates, monitor your social media buzz across multiple web services, and assign tasks among team members based on roles. If you use HootSuite, you’ll want to use an additional tool to supplement monitoring of forums and blogs. HootSuite apps for both iPhone and Android are available.

9. Seesmic

If you try HootSuite, you’ll find the interface of Seesmic fairly familiar. The similarity doesn’t end there. They also share the capability to manage multiple accounts across all the popular social media outlets. Seesmic gives up some ground to HootSuite, however, on the team collaboration and workflow front.

10. TweetDeck

Another account management tool, TweetDeck is available as an application for Mac, Windows, Linux, iPhone and iPad. You can use TweetDeck to manage profiles across Twitter, Facebook, LinkedIn, MySpace, Foursquare and Google Buzz. If you’ve used the other tools on this list, the multi-column format will feel familiar.

TweetDeck is lacking a good workflow, so it is not for those who will be collaborating with a team. In addition, because it needs to be installed on your system instead of being able to run in a Web browser, many people won’t be able to use it in a secure corporate environment.

(via)

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The Five Pillars of Social Media Marketing

Any and all forms of Social Media Marketing tactics fall under at least one of these five forms of action. Often the same channel will incorporate two or more of these:

1. Declaration of Identity
2. Identity through Association
3. User-initiated Conversation
4. Provider-initiated Conversation
5. In-Person Interaction

Identity-based Interaction is your declaration of your value, who you are, and where you can be found. Your customer happens upon your online identity that you, as a provider, define and declare. This is anything from your About Us pages on your blog or website, to your MySpace profile, to your Naymz profile. Here, there is very little interaction outside of your own declaration, but this becomes critical in defining how you can benefit your marketplace.

There has been a recent outcrop of websites created purely for this function. An expanded business card, if you will. Most also include the opportunity to link to your other forms of presence online, bringing together your presence in one place…well, kind-of. They include:

• Naymz
• Ziki
• ClaimID
• SuprGlu
• LinkedIn

Association-based Interaction is your customers’ opportunity to associate themselves with you and you with your customers. Most obviously, this is accomplished through things like becoming “Friends” on MySpace, you and your customers’ BlogRoll, or through their social bookmarking. This is your customer wearing your company’s logo proudly – Like Andy wears his Beatles shirts.

The most explicit form of allowing for this ability is through social bookmarking sites. I say this, and not social networking sites, because this is the sole function of these sites. Make it easy for your customers to bookmark your site, blog posts, etc with their favorite tool.

• del.icio.us
• Furl
• blummy
• Ma.gnolia
• StumbleUpon
• BlinkList

User-initiated Conversation is your users’ opportunity to create their own declarations or questions, and your opportunity to respond. This is your opportunity to be there and cater to them. Here, you serve your customers.

Perhaps the most cut-and-dry examples of this lie in messageboards, forums and “groups” sites such as Google Groups, Yahoo! Groups, community sites, etc. So, how do you find these conversations? Andy Beal’s Online Reputation Monitoring Beginner’s Guide. Here, he walks you through, step-by-step, how to find out what conversations are being initiated by others online.

In order to get directly involved with your customers, the most well-known example of this is “GoogleGuy” on the WebmasterWorld forums, is through your users’ forums, and sites such as:

• Yahoo Groups
• Google Groups
• AOL Groups
• MSN Groups
• Topica EMail Lists
• Kaboodle Groups
• Eurekster
• tribe.net
• Ning

Provider-initiated Conversation is your chance to find out what your customers think, feel, love and hate about your product. Ask them. Challenge them. Present yourself to them, but do so respectfully. As much as it’s an opportunity for them to tell you what they love and hate about your product, it’s also their choice whether to do so or not. Be kind. Be respectful. Appreciate their time.

Although it’s not a primarily online company, there is one company that has made this their culture. Seeking feedback and input from its customers 24/7/265. And it is: Current.tv. There’s little-to-no format, except for about half of the content is contributed by its users. If you haven’t seen it or don’t have digital cable, find someone who does and watch it. Do that this week, you won’t regret it.

Social networking strategies for connecting with your customers can certainly be complex, tricky and cumbersome, so I’ll be writing up strategies in the very near future to hopefully assist on those fronts. In the meantime, find your customers and interact with them here:

• Myspace
• Bebo
• Friendster
• Consumating

In-Person Interaction is the pinnacle form of interaction with your customers. You’re interacting with them online, why not in person? Does it get better than that? This is where relationships are built and authentic conversation is had with so much more input, feedback, collaboration and communication. I had a seven hour conversation with a good friend last night. It was one of the best conversations I’ve ever had about so many things, and I could have never had that quality of a conversation online. Nothing beats face-to-face.

Get out there. Meet your customers. Let them interact with other customers. Build your community. Go to conferences…better yet, organize your own gatherings.

To help this along, coordinating, managing attendee status, etc, there have been several sites that can help in either finding local events or coordinating your own:

• Meetup
• BarCamp
• Evite
• Upcoming
• Eventful

Final Thoughts

One thing about social media marketing: It’s complicated for two reasons: no one has created a structure to work from, and there’s so much overlap in functionality of different sites, that it can be quite confusing as to a site’s single purpose because…well…there usually isn’t a single purpose.

Don’t let this hold you back. Get out there. Spend time with these sites. 

(Via)

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