Tag Archives: decline

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.

 

Facebook Ads: Smart Or Not?

Are Facebook Ads a good idea?

As we’ve pointed out in the recent past, marketers can no longer rely on “organic reach” to build a relationship with followers: a steady succession of algorithm tinkering by Facebook, accompanied by more and more noise on the social network, means that now you can typically expect no more than 2-6% of your followers to see your Facebook posts.

Oh sure, there are exceptions. Take for example Team Midwives Whangarei, which has around 20% of its followers talking about its Facebook Page:

Midwives don't need Facebook Ads

Clearly, Whangarei midwives don’t need Facebook Ads, at least not right now. But what about the rest of us?

If we want more people to talk about us on Facebook, then we need to either:

1. Create posts that are relevant to our brand but have the potential to go feverishly viral (like this one by NZ-based Paw Justice):

With posts like this, who needs Facebook Ads?

2. Pay to boost any of our posts that we believe are worth promoting:

Was this post worth promoting?

3. Buy Facebook Ads

 

PS Facebook Ads are one of the topics we cover in our Facebook Accelerator course. More details by clicking here.

7 Obvious Signs That Your Organisation Needs Social Media Training

Time and again, we’ve seen that Social Media amplifies – sometimes for good, too often for bad or worse. Say something stupid in social media and there’s a better than even chance that the whole world will find out about it, far sooner than you think.

There’s really only one solution (and even that’s not guaranteed): learn what you should and shouldn’t say on Facebook, Twitter, Google Plus, LinkedIn and all those other social networks. Get some training before it’s too late.

So how do you know if you need social media training?

If your organisation exhibits any of these classic errors.

7 Obvious Signs That Your Organisation Needs Social Media Training

Social Media Warning Signs

Get yourself social media training fast if your business makes any of these mistakes:

1. Asking open-ended questions (and then ignoring the responses)

2. Getting into an argument and insulting your customers and followers

It was the customer service disaster heard around the Internet. An Arizona restaurateur, fed up after years of negative online reviews and an embarrassing appearance on a reality television show, posted a social media rant laced with salty language and angry, uppercase letters that quickly went viral, to the delight of people who love a good Internet meltdown.

Amy & The Cakes #fail

 

3. Not replying to questions and comments on your social media platforms.

Too many brands simply ignore what’s being said to them, with entirely predictable results. This graph from SocialBakers shows which industries are the best (and worst) at responding:

social media responses by industry

 

4. All you talk about in social media is yourself

Only 10% of what you talk about in social media should be yourself and your own products or services. The rest of your discussions should be about things that matter to your followers. Don’t be like this Donut shop, constantly posting meaningless pictures of donuts and drinks to an audience that couldn’t care less (3416 followers but less than a dozen likes per image).

donut posts that nobody cares about

 

5. Nobody’s talking about you

As you may have heard, Facebook is dialing back its organic reach. What that means, in a nutshell, is that even if someone likes your Facebook brand page, it’s most unlikely that they will see your posts in their newsfeed. That means, to all intents and purposes, that you’re invisible to your followers — unless (a) you promote your posts to them; or (b) you write posts that are sufficiently interesting and engaging that they get shared by the few that do see them (and thus get out to a wider audience).

The Star Wars page on Facebook, for example, despite 11 million followers, was only averaging around 15,000 weekly talks — until May the Fourth (“be with you”), when interest surged and more than a quarter of a million people found Star Wars worth talking about again on Facebook.

May the Fourth Be With You

 

6. Everybody’s talking about you (but not in a good way)

Justine Sacco, head of public relations for UK media giant IAC, flew towards Africa in December 2013, blissfully unaware of the uproar caused by her final tweet before boarding her 12-hour flight.

Justine Sacco

Even though Ms Sacco had a mere 200 followers, the tweet went viral even while she was flying. Her tweet was universally condemned as racist, resulting in the hashtag #HasJustineLandedYet trending worldwide. Unsurprisingly, Ms Sacco lost her job, her former employer apologised profusely and several AIDS charities received donations from appalled twitterati.

 

7. You post too often (or too seldom)

How often should you post to your social networks? That depends on (a) your networks; and (b) your followers.

If you’re posting to Twitter, for example, and reaching out to a business audience, then posting (variations on the same information) at three-hour intervals during the business day is acceptable — very few will see more than one post, given the transient nature of Twitter.

On the other hand, posting to a consumer audience via Facebook should be less frequent, because posts are likely to linger more there. Take a look at your Facebook page Insights data (via your Page Manager dashboard) and view “When Your Fans Are Online” (under “Posts”).

when your fans are online

Post perhaps twice a day, at times that coincide with most of your fans being online.

fans online

 

Once you realise you need Social Media Training

We would be remiss if we didn’t point you to our range of social media courses: overview here.

  • If you want a comprehensive overview of Social Media Marketing, its principles and its practices, start here
  • If you want a rundown of the latest developments, check out our Advanced Social Media Marketing course here
  • If you want to market your business on Facebook but don’t know how, our Complete Facebook Marketing course is the place to start
  • If you’re already active on Facebook but think you could be doing it better, our Facebook Accelerator course could be the one for you
  • If you operate in the B2B space, we strongly recommend you learn How To Use LinkedIn Effectively
  • If you plan to use social media but won’t be hands-on yourself, you should take a look at our course covering How To Prepare An Effective Social Media Brief