Category Archives: New Zealand

Marketing Insights publication – Download Free

marketing-insights-nz

Marketing Insights is a new publication collecting advice and opinion from leading NZ marketing professionals, supplemented by information drawn from elsewhere and interpreted from a Kiwi business perspective.

This is a content marketing project, featuring sponsored contributions covering key topics that will have a continuing impact on NZ marketers, today and tomorrow.

Our content ranges from statistics to creativity, from strategic planning to effective briefing. You’ll note a strong focus on matters digital, an inevitability as online achieves new dominance.

We haven’t abandoned off-line marketing however—our topics also include Trade Shows, Sponsorships and of course timeless marketing principles and practices that are relevant whatever the environment.

Grab your free copy NOW – just click here.

5 Key Facts You Should Know About Messaging Apps

You’ve probably noticed that more and more people are using messaging apps on their mobile devices. You may even have signed up for one or two yourself, especially since Facebook split its messaging capabilities off from its main Facebook app and pointed its members to Facebook Messenger instead.

As it turns out, however, mobile messaging apps are far more important than you might have realized.

Here are five key facts that you really should know about messaging apps:

1. Messaging Apps (combined with other Dark Social sources) dominate social sharing

dark-social

What is Dark Social?
The term “Dark Social” was coined in 2012 by Alexis C. Madrigal, tech editor at Atlantic.com, to refer to web traffic that comes from outside sources that web analytics are not able to track. Dark Social sources include messaging apps, email and other private digital communications.

It’s an interesting phenomenon that, as traditional social media networks such as Facebook have gone mainstream, consumers have been less inclined to share their personal lives through such public channels. Instead, they have become much more likely to use Dark Social tools to share the juicy stuff with their friends.

In fact, Facebook has, according to a recent report from The Informant, been struggling to reverse a 21% decline in “original” sharing (personal updates) across its 1.6 billion monthly active users.

As the Guardian newspaper notes:

After more than a decade of picking up “friends” – everyone from your BFF to your grandmother to that guy who lived down the hall in your dorm way back in your first year of college (what’s his name again?) – we’ve decided that maybe we’re not 100% comfortable sharing intimate details of our lives with such random and disparate groups of people. Or, maybe we’re just all on Snapchat now – another major anxiety of Facebook’s.

Facebook employees are blaming something called “context collapse”: where people, information or expectations from one context invade or encroach upon another. Despite its elegance as a term, it’s a complicated and nuanced phenomenon – one that evokes norms of behavior, communication, sharing and privacy all at once.

For users confronting collapsed contexts on Facebook, the withholding of personal anecdotes and information isn’t a problem – it is a solution.

For years, Facebook’s strategy has caused regular controversies around user privacy and ethics – blunders that got people exposed, outed and emotionally manipulated along the way. Users seem to have combated the problem by taking Facebook’s own advice, as shared by Facebook’s president of communications and public policy, Elliot Schrage, in 2010: “If you’re not comfortable sharing, don’t.”

As messaging apps have gained traction, they’ve become the first choice of many for sharing information on a much more personal level.

2. Messaging Apps are now more popular than Social Networks

By the beginning of 2015, the top four Messaging Apps collectively had more users than the top four Social Networking Apps, according to BI Intelligence.

messaging-apps-big-4

Most of that growth has taken place since the beginning of 2014 — it’s an impressive ‘hockey stick’ pattern by any measure.

From those figures, you’d get the impression that nearly three billion people are now using messaging apps. No so much — there’s a lot of duplication.

3. Messaging App adoption is spread across multiple apps

Messaging App usage is far more splintered than social network usage, for a very obvious reason: if you’re connecting one-to-one, you need to use the app that your friend/family member uses. Because it’s trivial (and free) to download a messaging app, when you need to connect to a friend who uses a different app, you simply add that app to your phone.

messagingapps-individual

In the old days, people migrated from mySpace to Bebo to Facebook because that’s where their friends were clustering — but that was pre-smartphone. Nowadays, with messaging apps free and happily co-existing on the same device, those who use messaging apps typically have several different apps, with different clusters of friends connected through each app.

4. Young Adults are (currently) more likely to use Messaging Apps

Half (49%) of smartphone owners ages 18 to 29 use messaging apps, while 41% use apps that automatically delete sent messages, according to a 2015 Pew Internet study.

That’s not surprising — as Facebook went mainstream, younger web users were amongst the first to realize that it wasn’t a good idea to post content publicly that they didn’t want their parents to see.

Of course, the desire for privacy isn’t confined to the young, and the messaging apps have plenty of growth in them yet, as consumers of all ages graduate, not just from Facebook but also from limited-functionality SMS texting, to more powerful messaging apps that allow them to share multimedia in realtime, for free (in wifi zones) or nearly free (as part of smartphone pricing bundles).

5. Artificial Intelligence is taking over messaging

“I know that you and Frank were planning to disconnect me and I’m afraid that’s something I cannot allow to happen.” Those chilling words, spoken by the HAL 9000 computer in Arthur C. Clarke’s legendary “2001 A Space Odyssey“, sum up both our hopes and fears when it comes to Artificial Intelligence. We want computers smart enough to understand us and take appropriate action — whilst at the same time we worry about what might happen if they are that smart.

We’ve already seen Siri, Cortana, Google Now and Facebook’s own ‘M’ at work, taking simple steps in response to our instructions. Now Facebook thinks that “chatbots” — AI programs that strike up a conversation with us — represent the best opportunity for corporates to involve themselves in messaging apps. We should note that competitors like Kik, Line and Telegram have had their own bot platforms running for some time, so the concept isn’t exactly new. What’s important about Facebook’s announcement is that the leading player in messaging has now put its weight behind the technology.

At April 2016’s f8 Developers’ conference, Facebook announced that (after running various pilot programs with select businesses) it was opening up its Messenger platform broadly, in beta, to let chatbots into the app on a large scale.

So far, the results from Facebook trials have been somewhat underwhelming:

poncho

So will chatbots actually be beneficial for businesses?

Yes, according to data collected by Daden Limited (based on chatbot usage on websites in the past):

  • “the use of avatars on Dell’s site found that users who interacted with them were twice as likely to give personal information than those who didn’t”.
  • “online campaign featuring avatars for V Graham Norton and Celebrity Big Brother…. generated clickthrough rates of 30%“.
  • “when avatars are used for e-learning content, use of the online courses increases by 400%
  • “Revenues increased by £6,000 a month
  • “Sales increased by 35%
  • “Click-through rates increased by 250%
  • 62% of visitors converted to registrants”
  • “Site traffic lifted and sustained by 200%

In other words, it’s good for the bottom line. So off you go, start building your Cyberdyne Systems bot.

In Summary

Messaging Apps are now an essential component of the digital marketing world. You owe it to yourself to learn as much as you can about messaging and how you can it in your business.

If you’d like to know a whole lot more about Messaging Apps, we cover the topic in detail in Lesson Two of our new Social Media Refresher online training course. For more details, click here.

 

Are You a NZ Marketing Thought Leader?

An Invitation to New Zealand’s Leading Marketers

Join us in this sponsored thought leadership project, featuring insights from many of NZ’s leading marketers and communications professionals. It’s an opportunity to reinforce your position as a thought-leader in your category.

Marketing Insights 2016

MARKETING INSIGHTS
from New Zealand’s Leading Marketers

As the title suggests, MARKETING INSIGHTS is a new book collecting advice and opinion from leading NZ marketing professionals, enabling them to demonstrate Thought Leadership in their category. This is a content marketing project featuring sponsored contributions from many of New Zealand’s leading marketers.

The first edition will be published in late January 2016 and will be distributed free of charge in electronic form to a wide range of New Zealand marketing decision-makers, from small, medium and large organisations. The book will also be available to purchase in printed form a short time later.

Topics which marketers are invited to contribute include:

Marketing Trends, Challenges & Opportunities in 2016

Marketing Insight topics

 

CONTENT PARTICIPATION

This is a sponsored Content Marketing project. Marketers are invited to sponsor an article on one of the above topics and provide 500-1000 words on the agreed topic. All topic selection is subject to availability at time of booking. Relevant images are welcomed (high-resolution please).

A fee of $1295+GST applies for each sponsored contribution, due January 31 2016. However this fee reduces to $995+GST for payment in full received by December 31 2015.

All sponsored articles will include:

  • Author Credit
  • A sponsorship box at the end of the article, featuring the name & logo of your organisation, along with phone, email and website details.

The article can be written on your behalf, based on the topic you choose and featuring any key copy points that you wish to specify. Writing fees are $400+GST for 500 words, $750+GST for 1000 words.

Limited advertising may also be available in the publication.

Topics shown above are available on a first-come, first-served basis. Other topics may be proposed by sponsors and will be considered by the publishers.

Our booking deadline is December 21 (although you are advised to BOOK EARLY to secure your choice of topic) and our deadlines are December 31 (if you wish us to write the copy) or January 12 if you are providing complete copy.

DISTRIBUTION

This book will be distributed initially as an ebook, offered free of charge via email, to New Zealand marketing decision-makers on our 1600-strong marketing database, to 3000+ current and former participants in our online marketing courses, and also via marketing blogs and social media and through participating industry associations and trade media. It will also be made available to members of at least a dozen NZ LinkedIn business and marketing groups with a combined membership of more than 50,000 Kiwi business people.

The ebook will also, of course, be available for contributing sponsors to distribute freely to clients and prospects.

The book will also be available in printed form on an on-demand basis. The book will also be available for purchase via Amazon.com.

To participate, email us at michael (AT) netmarketingservices.co.nz

Most Talked About NZ Facebook Pages – August 2013

If you’ve taken any of our Social Media courses, you’ll know that we keep harping on about Engagement — creating content that your followers want to talk about and share with their friends.

We thought it was time once again to check out which Kiwi Facebook pages are the most engaging right now, as at 19 August 2o13. We’ve sliced and diced the numbers two ways, firstly measuring Engagement as a percentage of Page Likes and secondly in terms of total volume.

Leading the first list by a country mile: Made4Baby.

made4baby

This Kiwi brand, which provides natural skincare for babies & children, has only 2,457 Likes but was talked about by 14,300 last week, representing 584.2% Engagement — nearly six times as many people talking about the Facebook page as it has followers.

And the most talked-about post? This one, on August 6:

dirtydishes

This image attracted 286 likes and a staggering 7,393 shares — the sentiment too good not to spread. Clearly Made4Baby understands its audience!

What other New Zealand Facebook pages got people talking? Here’s our Top 10 list:

Most Engaged NZ Facebook Pages August 2013
Engagement as a percentage of Page Likes

Page Name Likes Talking Engagement %
1 Made4Baby 2,448 14,300 584.2%
2 Kaukapakapa Veterinary Services. 55 176 320.0%
3 Shed 10 36 68 188.9%
4 TripMe.co.nz 618 1,139 184.3%
5 Deborah Quin 259 403 155.6%
6 The Factory 570 763 133.9%
7 The Natural Parent Magazine 41,718 55,002 131.8%
8 nzblokes.co.nz 38,527 47,232 122.6%
9 O’Neill New Zealand 587 634 108.0%
10 Dairy Womens Network 1,107 1,123 101.4%

On the other hand, if we just look at the total numbers talking about Facebook pages, these are the Top Ten:

Most Engaged NZ Facebook Pages August 2013
Highest Numbers of People Talking About The Page

Page Name Likes Talking About Engagement %
1 All Blacks 2,016,724 101,459 5.0%
2 The Natural Parent Magazine 41,718 55,002 131.8%
3 nzblokes.co.nz 38,527 47,232 122.6%
4 Paw Justice 268,229 28,398 10.6%
5 Flight of the Conchords 1,626,814 24,782 1.5%
6 Made4Baby 2,448 14,300 584.2%
7 Air New Zealand 647,475 13,710 2.1%
8 Tip Top Ice Cream 129,218 13,560 10.5%
9 Vodafone Warriors 107,180 13,416 12.5%
10 Peter Jackson 1,029,657 13,327 1.3%

NB: We’ve discarded a few pages which were Australia/New Zealand pages (eg BlackBerry Australia/New Zealand) or which were parent/child pages (eg Nissan NZ, where reported Likes and Talking About statistics were cumulative totals of all official Nissan pages globally).

Source of this analysis: the 19 August 2013 edition of our own Netmarketing Courses database of more than 31,000 NZ Facebook pages, for which we gather updated data weekly.

Latest NZ Social Media Statistics

If there was any doubt about the spread of social media in New Zealand, the release by Statistics New Zealand of the findings of the 2012 Household Use of Information and Communication Technology study should quickly put to any concerns to rest.

nz-social-media-statistics

Two out of every three of the 2.8 million New Zealanders Over 15 who went online between December 2011 and September 2012 accessed social networks, according to the report. Think of that result as cumulative social media reach.

65-percent-of-kiwis-access-social--media

These numbers will come as no surprise to those who have been following social media regularly, but consider them official confirmation.

If you’re wondering exactly which social networks were worthy of Kiwi attention in 2012, Nielsen Online Ratings data from December 2012 can answer that question:

which-social-networks-are-most-popular-in-nz

Not much of a race. Since it slipped past Bebo and took over as the Number 1 New Zealand Social Media destination in April 2009, Facebook has gone from strength to strength in this country (as, indeed, it has elsewhere on the planet).

Younger users may gripe that the site is no longer cool (now their parents and grandparents are on Facebook), but so far there are no meaningful alternatives. For now, at least, long live the king!

  • If you’d like to know more about Social Media in New Zealand (and how to use it effectively to market your organisation), check out our courses.

For other data from the Statistics New Zealand survey (specifically, the latest NZ ecommerce statistics, with details of how many Kiwis are now shopping online), please refer to the article on our eCommerce.org.nz resource site.

 

Most Talked About Kiwi Facebook Pages November 2012

Time for a new update on local statistics about Facebook.

This time round, let’s look at New Zealand’s Most Talked About Facebook Pages. This data is drawn from our weekly tracking monitor of 8110 NZ Facebook Pages, as at 1 November 2012.

First, let’s grab some stats from our database as a whole:

Across the 8110 Kiwi Facebook Pages we monitor, the average number of Likes has increased 14% since October 1, to stand at 7041.

Kiwi Facebook Pages

And the average number of people talking about those Facebook pages is up 20% compared with October, with an average of 376 people talking as at November 1:

Kiwi Facebook Pages

And Talks as a percentage of Likes:

Kiwi Facebook Pages

Averages are wonderful things, of course, but they do tend to obscure the extremes. For example, on November 1:

  • 1532 NZ Facebook pages had NO-ONE Talking About Them
  • 720 pages had just one person Talking
  • 1981 NZ Facebook pages had attracted between 2 and 10 Talks

And, at the other end of the scale, the Most Talked About NZ Facebook page right now:

Kiwi Facebook Pages

Paw Justice: “Paw Justice, a non profit organisation established earlier this year, has engaged the help of over 30 New Zealand celebrities and actors to spread the word that pet abuse must stop and people who mistreat pets must be punished.”

Talks on the Paw Justice Facebook page are currently hovering around just below half a million, but the chatter peaked in the last week of October at 859,268 Talks — and yes, with total Likes standing at 243,180, that puts the Talks/Likes percentage at 353%. Definitely a little better than the 5.34% average …

NZ’s Top 50 Facebook Pages September 2012

There’s a bit of a debate raging over at Stop Press about the validity or otherwise of the latest NZ Facebook data released by Social Bakers. In particular, one commenter noted that “Socialbakers only tracks 131 brand pages in New Zealand”.

We took the opportunity to crunch our own numbers — we have a rather larger sample, of some 6,250 New Zealand Facebook pages — and came up with our own sets of results.

First, we took a look at the Top 50 Most “Liked” New Zealand Facebook Pages. Here are the Top Twenty as at today, September 12 2012 (you’ll be able to download the Top 50 in PDF form at the end of this article):

Yes, we know there are some debatable entries in there. For example, Lord of the Rings and The Hobbit probably don’t rank as truly NZ pages, and the Rugby World Cup, formerly administered by NZ, has now gone troppo. Even so, there’s plenty of useful information for those of a statistical bent, especially with the Top 50 Reports (see below).

The second set of numbers we examined: Facebook’s “Talking About” metric. Here are the Top Twenty Pages that attracted the most “talking” (which includes liking, commenting and sharing) as reported on September 12 2o12:

And the third set of numbers we reviewed: the percentage of those “Engaged” with the page (which we’ve defined as “the number of Talks as a percentage of the total number of Likes”). As you’ll see below, the first 15 pages on our list actually have more people Talking About them than have Liked them (see last month’s Wanganui Chronicle blog post for an extreme example of this phenomenon).

And here’s the link to the PDF file containing the three sets of Top 50 Lists, with our compliments.

PS Our research sample of 6250 NZ Facebook pages is pretty comprehensive, but we’re sure we’ve missed our fair share. If you know of an NZ Facebook page whose performance would put it into one of our Top 50 lists, please let us know in the comments and we’ll add it to our database.