Old Spice + Imgur = Gold

Old Spice always impresses me in their advertising and marketing, especially digital since that’s what I work in (Holler, W+K).

Recently it came to my attention that they were one of the brands that has decided to jump on Imgur as a new platform. Makes sense, as the target audiences match up (male millennials). I was blown away not only by the execution, but by the Imgur fanbase response.

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Imgurians (yes, that’s a thing) are very well known as a pretty cynical, critical audience that will eject you from the community with harsh comments and downvotes, so the fact that they had love for the brand’s recent sponsored post, is truly awesome, and a serious nod to the fact that the Old Spice team is being super smart about the role the platform plays for them.

They truly know their audience, know the platform, and that is why they will be successful here. Now go stare at this post for some more time; its pretty damn great.

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Google’s “Micro-Moments” Highlight Fundamental Shift in Consumer Behavior

You know that feeling when you forget your phone? It’s a feeling of vulnerability and helplessness, as we have become increasingly dependent on that powerful little device. We expect to be connected to who and what we want to, and we expect to find answers and solutions to our problems on demand.

This has changed the way consumers make purchase decisions. The traditional consumer journey is now divided up into various real-time, intent-driven “micro-moments,” providing marketers the opportunity to identify and prepare for the exact moments right when a consumer reaches for their device.

Google has identified various insights driving overall micro-moments to showcase the variety of opportunities for marketers, many of which are applicable to the CPG category.

Google-Micro-Moments

  • People evaluate purchase decisions in-the-moment. When walking through a store, 82% of smartphone users turn to their phone to influence a purchase decision. More people are reaching for their phone to investigate products and prices than are actually asking for help from an associate in store.
  • People solve unexpected problems in-the-moment. 62% of smartphone users are more likely to take action right away toward solving an unexpected problem or new task because they have a smartphone.  If their dishwasher breaks, they will immediately go to their device to investigate the problem and the products and services that may provide a solution.
  • Micro-moments fill voids or lulls in time or complement multitasking. For example, people turn to their phones when waiting in line, commuting, walking, shopping, relaxing, and more.

As marketers, it is our job to identify how to add value to each of these micro-moments. We should consider what micro-moments are most important to our brand, and which provide an opportunity to highlight our product while making our consumers’ lives easier. How we create content and add value to consumers in each of these micro-moments can set us apart from our competitors.

To learn more about Google’s Micro-Moments, visit their research on Think With Google.

Originally posted on Digitally Approved, here.

Google Algorithm Update will Prioritize Mobile Websites in Search

Google recently announced that they will be using mobile-friendliness as a ranking signal in driving search results to users, beginning this April.

In the announcement, Google’s Webmaster Central Blog stated:

Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.”

That means mobile-friendly and mobile-responsive sites will earn better positioning in Google’s mobile search engine results, and sites that are not optimized for mobile will see less mobile, organic traffic.

This all makes sense. More and more people access the web on mobile devices, and it’s Google’s job to return to you what is user-friendly and relevant, or you won’t come back. The problem is, this will impact small local business owners the most, as many don’t have marketing departments or budgets to create responsive web sites, yet many of their customers rely on Google search to find local services. Google does aim to provide many robust resources to help developers prepare and optimize websites. You can even test if a site is mobile ready according to Google.

Google has been recommending responsive web design for years now, but this is the first time they have officially announced that it will have an impact on search as a result.

Originally posted here.

Where is social media going?

Now that it’s nearing the end of 2014, I’ve summarized my thoughts below:

  • People are spending more and more time connected. This is no longer a space that is an add-on for brands, it deserves attention, expertise, and resources. The brands who don’t realize this will be left behind and miss out on earned reach social media brings.
  • Many core platforms have become “pay-to-play” platforms focusing on reach rather than organic engagement. Facebook is now essentially an ad platform – content does not perform (and only reaches about 2% of an audience) without a paid boost. To be on the platform, you must have a budget.
  • The social space is becoming crowded and each platform now has a unique role for consumers. Repurposing the same content across various platform no longer works.
  • Consumers will have more power to control a product/brand in the future. They have opinions, they hijack campaigns, and they aren’t afraid to tell brans what they want. If you’re not listening to your consumers via social media, you better start now.
  • Content is influencing SEO more than ever before, and social media platforms provide more places to publish branded content.
  • The “internet of things” is something to think about when thinking about products and marketing campaigns. People are connected in a variety of ways, with a variety of devices – how to we touch our target consumer in all of these digital touchpoints?
  • Social Analytics can be used to make solid business predictions. We use social conversation data (volume, content) to make decisions on things like timing of campaign launches, or the next product innovations we can explore.

February’s lucky 7 social media stats

Everyone likes social media stats.
It seems like it was only yesterday that I was looking at infographics showing  that Yahoo and MySpace were in the top two traffic and search lists. And does anyone even remember using Lycos? (it still existis! ha!). Although they are constantly changing,  I would like to post some stats and give brief comments on each one.

!!! A reason to not block social media sites at work.
Social media ninjas everywhere, rejoice! (and send this to your boss).
“A University of Melbourne study showed that those [employees] who surfed for fun (within a ‘reasonable limit’ of 20% of their time in the office) were around 9% more productive than those who didn’t.” source

Use LinkedIn to network like crazypants to be connected globally in your field.
I was surprised to learn that some MBA students in my classes aren’t using LinkedIn! Check out this one about LI.
“LinkedIn revealed that it gains a new member every second and now has more than 90 million total members worldwide, 40 million in the U.S. and 50 million internationally.” source

What’s the $$ value of a fan? Wouldn’t everyone like to know.
I tend to think that the value of a “fan” or “like” is really dependant on the kind of customer you have. There is a great way to work on determining this thanks to Larry Weintraub and his team over at Fanscape in their whitepaper, “The Value of a Social Relationship.” But check this recent stat out anyway.
“The average value of a Facebook fan is $136.38, and this varies depending on how active a given fan is.” source

Another reason to heart NY!
Realizing the value and benefit of having someone in charge and managing the new media opportunities and presence, America’s greatest city now has someone in charge of it all.
“After a high-profile search that began over six months ago, New York City has hired new media entrepreneur Rachel Sterne as its first ‘chief digital officer.’” source

“Was it trippy to be in a room full of iPads?”
After my first social media class full of iPads (which they provided to us), my boyfriend asked me this question. My God, imagine if everyone had an iPad (um…or other tablet)? We’d be so productive! Check out this stat.
“[Forrester] expects the number of tablets sold in the U.S. to go from 10.3 million last year to 24.1 million in 2011, and growing to 44 million in annual units sold by 2015.” source

Extra! Extra! (crickets) Read all about it?!?
Here are the 3 most popular content marketing channels. Look what’s not on the list.
“The three most popular content marketing channels are e-newsletters (62%), print magazines (61%) and social media (49%).” source

Lots of green being spent on social ads.
In 2010, advertisers spent almost $1.7 billion on social media marketing in the US. source

Thanks to @PRsarahevans for her information. Visit her great blog to see the post “50 social media stats for your arsenal” for many, many more.