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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.

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

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.

Facebook’s Hottest Topics of 2013

It’s that time of year when the Internet giants crunch their Big Data and report on “the most _____________ of the year”.

Here’s Facebook’s contribution to the mix:

Conversations happening all over Facebook offer a unique snapshot of the world, and this year was no different. Every day, people post about the topics and milestones that are important to them – everything from announcing an engagement, to discussing breaking news, or even celebrating a favorite athlete or sports team.

Facebook analyzed the past year’s worth of these posts to reveal the top global trends of 2013:

Top Life Events
Check out the life events people added to their Timeline most frequently in 2013.

Most shared life events on Facebook 2013

Global Life Events

  1. Added a relationship, got engaged or got married
  2. Traveled
  3. Moved
  4. Ended a relationship
  5. First met a friend
  6. Added a family member, expecting a baby or had a baby
  7. Got a pet
  8. Lost a loved one
  9. Got a piercing
  10. Quit a habit

Most Talked About Topics
Take a look at the most mentioned people and events of 2013, which point to some of the most popular topics around the world.

Facebook's most talked-about topics

Global Topics

  1. Pope Francis
  2. Election
  3. Royal Baby
  4. Typhoon
  5. Margaret Thatcher
  6. Harlem Shake
  7. Miley Cyrus
  8. Boston Marathon
  9. Tour de France
  10. Nelson Mandela

“Election” appeared in many languages, and was the second most mentioned term on Facebook worldwide in 2013. With high-profile national elections in countries like India, Kenya, Iran and Italy year, it’s not a surprise to see it near the top of the list.

Facebook also took the pulse of regional conversations in 16 different countries (alas, not including New Zealand). Here’s what our neighbours across the ditch were sharing:

australia

Topics Shared – Australia:

  • Vote
  • Princess Kate
  • Cricket
  • Kevin Rudd
  • Grand Final
  • Election
  • GST
  • Lions
  • Tony Abbott
  • Big Brother

Top Check-Ins Around The World
Explore the places around the world with the most check-ins (excluding transportation hubs).

Most popular Facebook check-ins of 2013

  • Argentina: Puerto Madero, Buenos Aires
  • Australia: Melbourne Cricket Ground (MCG), East Melbourne, Victoria
  • Brazil: Parque Ibirapuera, São Paulo
  • Canada: Rogers Arena, Vancouver, British Columbia
  • Egypt: Sharm el-Sheikh, South Sinai Governorate, Egypt
  • France: Disneyland Paris, Marne La Vallée
  • Germany: Reeperbahn, Hamburg
  • Hong Kong: 香港迪士尼樂園 | Hong Kong Disneyland
  • Iceland: Blue Lagoon, Reykjavík, Iceland
  • India: Harmandir Sahib (The Golden Temple)
  • Italy: Piazza San Marco, Venice
  • Japan: 東京ディズニーランド (Tokyo Disneyland), Tokyo
  • Mexico: Auditorio Nacional, Mexico City
  • Nigeria: Ikeja City Mall, Ikeja, Lagos, Nigeria
  • Poland: Temat Rzeka, Warsaw
  • Russia: Центральный парк культуры и отдыха им. Горького | Gorky Park of Culture and Leisure
  • Singapore: Marina Bay Sands
  • South Africa: Victoria & Alfred Waterfront
  • South Korea: Myungdong Street, Seoul
  • Spain: Las Ramblas, Barcelona, Catalonia
  • Sweden: Friends Arena, Solna
  • Taiwan: 花園夜市Tainan Flower Night Market, Tainan City
  • Turkey: Taksim Square, Istanbul
  • United Kingdom: The 02, London
  • United States: Disneyland, Anaheim, California

We’re still waiting on Google to publish its most popular searches of 2013, but here’s Bing’s list.

 

 

Is OTT Messaging The New Social?

We’ve all become increasingly familiar with the tragic tales of people going for a job, standing for a public position or simply claiming to be off sick, only to be outed by their Facebook posts which reveal their failings, sins and indiscretions to the world.

We live in increasingly glass houses, where our lives are (in the finest tradition of The Truman Show) broadcast live to the world. Even if we avoid posting selfies in flagrante delicto, we can still end up tagged in photos that unflatter us. In the process of sharing stuff with our friends, we’re more and more likely to end up sharing with Google and its few billion acquaintances as well.

We’ve tended to view this is as an inevitable social transition, as the archaic notion of privacy is abandoned in favour of an always-connected “what happens in Vegas … now stays online forever” transparency paradigm. Yes, today’s employers may tut-tut and refuse to hire those whose indiscretions are blatantly displayed online; but tomorrow’s employers, their own failings similarly emblazoned across social networks, are likely to be more tolerant (or so we hope).

What we’re now seeing, however, is a move away from open social networks to the closed user spaces of OTT* messaging applications, especially amongst teens and young adults who are tired of leaving a digital trail which can be seen by parents and employers and by which they can be judged.

* These messaging applications are called OTT (Over The Top), to indicate that they sit on top of the mobile infrastructure, using internet data connectivity rather than the cellular messaging facility, usually at a much lower pricepoint

The move to OTT messaging is problematic for marketers, however, for several reasons:

1. No Clear Leaders

As ReadWrite notes:

“The messaging landscape is fragmented. Teenagers are ditching social media to chat on services like WhatsApp, Snapchat, WeChat and KakaoTalk. Apps like Kik, Line and Tango are other popular SMS replacements, [along with] Google Hangouts, Facebook Messenger, GroupMe and Skype.”

2. Advertising May Not Be Welcome

It doesn’t help that service providers such as WhatsApp are saying they don’t want to include advertising:

The people at WhatsApp say explicitly that they “are not fans of advertising.” Because of this, “WhatsApp is currently ad-free and we hope to keep it that way forever.” Are you listening, every other company? Because this is what users want.

Mainstream OTT messaging providers such as Facebook Messenger and Google Hangouts will be more sympathetic to marketers’ needs — but first they need to capture a significant market share.

3. Messaging Platforms Are Aiming To Keep Those Eyeballs Engaged

As always in the mobile space, the Asian markets demonstrate the future of OTT messaging platforms. According to BGR:

Mobile apps linked to messaging services are taking over the two most important Asian app markets, Japan and Korea. Today, nine out of the ten biggest revenue generators on South Korea’s Google Play app chart are Kakao apps. It is effectively becoming impossible to launch a major hit in the Korean app market unless you use Kakao’s messaging app as your platform. This in turn means that everyone interested in mobile apps is using Kakao. The messaging app has turned into the dominant platform for game distribution. LINE’s role in Japan is not quite as strong, but games for this messaging app regularly hold about half of the positions in Japan’s top-10 iPhone and Android app revenue charts.

… Time spent on messaging apps is exploding even in markets where games linked to these platforms have not yet taken off. According to The Hindu, people in India now spend 27 minutes per day on chat apps, up from 7 minutes just two years earlier. Many of the most populous countries in the world — China, India, Japan, Korea — have now fallen in thrall of the messaging apps. Their share of the daily leisure time of consumers is rapidly expanding. This will inevitably give messaging app vendors a golden chance to turn into content delivery companies. And to stage a serious offensive against Facebook, Twitter and Google.

Second, revenue growth generated by games linked to messaging apps is unearthly. LINE is now generating 67% revenue growth — between quarters, not annually. China’s WeChat is already on a big, global marketing binge, which has helped it boost its presence dramatically from Italy to Nigeria over the past summer.

Finally, one of the hottest app industry topics in Tokyo [at the Japan Game Show in September 2013] was the expansion of content services that we are about to witness. Over the next year, a rapidly expanding selection of comics, videos and music will start flowing to users of WeChat, LINE and Kakao.

4. OTT Messaging Is Taking Over from SMS

OTT Messaging isn’t only competing with Social Media, of course — it’s also taking on good old SMS text messaging, and (according to an April 2013 study by Informa) it’s already won. Business Insider reports that 41 billion OTT messages are now exchanged every day, compared with 19.5 billion SMS messages.

A late-2012 white paper by McKinsey highlights the key drivers of OTT adoption:

  • Technology Readiness, in the form of 3G or 4G networks; and penetration of smartphones
  • Cost Incentives, with SMS too expensive relative to data charges
  • Social Propensity, particularly driven by smartphone adoption amongst teens and young adults
  • Market share of specific OTT messaging applications

Here’s how those triggers drove adoption in South Korea and the Netherlands, according to McKinsey :

ott-triggers

Do most of these triggers apply in New Zealand? Indeed they do.

5. Blink And You’ll Miss It

As if the proliferation of messaging platforms was not enough to worry about in itself, we’re now seeing the development of content that, like SnapChat, self-destructs. Forbes reports:

[Ephemeral apps, such as, in this example, Frankly, work like this:] send a message, and your recipient will initially see a box of blurred text. Once they tap it, a set timer counts down the seconds till the message has been deleted; sent to the digital afterlife. Chat windows, for the most part, thus stand empty at all times. Each time someone sends a text, they can also tap a black “x” afterwards to take it back, in case they change their mind. The idea is that the sender is always in control.

“Maybe, just as the rise of big data and government surveillance and privacy concerns and the over-curated self images on Facebook, people are saying, ‘I miss the days when I could have a private conversation,’” says Frankly founder Steve Chung. “‘Maybe I’m not saying anything bad, but you and I sit down in a coffee shop and we remember what we remember. When we leave, we don’t have reams of paper that recorded it all.’”

The question then isn’t if people want their messages deleted — plenty seem perfectly happy to keep reams of recorded texts — but whether they want more control over what is recorded.

Other ephemeral messaging services include such little-known names as Wickr, Blink, Gryphn, Ansa, SecretInk and Tiger Text. They’re fighting for market share in a still-developing arena, responding to consumer demand for a little more privacy.

Your messages probably still aren’t safe from the likes of the GCSB, Julian Assange or Edward Snowdon, but at least your boss shouldn’t be able to read them without your permission.

PS We cover OTT Messaging in detail in our new Mobile Marketing course

How To Brief A Social Media Consultant

how to brief a social media consultant

So you’ve decided to start promoting your business in Social Media — and, to make the task easier, you’ve decided to hire a social media consultant. But how do you brief him or her? And how will you know if he or she is doing a good job?

The Challenges When You Use A Social Media Consultant

The whole social media phenomenon simply didn’t exist when many of today’s Kiwi business owners learnt the marketing ropes. As a result, there’s a significant lack of knowledge amongst business owners — and it certainly seems to be age-related.

According to a recent MYOB Business Monitor (November 2012):

  • just 12% of business owners over 60 years old are using social media in their business
  • 20% of business owners who are Baby Boomers are making use of social media
  • 21% of Gen X business owners have adopted social media for their business
  • 42% of Gen Y business owners have gone social

With Kiwi consumers overwhelmingly adopting social media (95% of them went to a social media site in the last month), businesses really have little choice but to get involved with the medium, even if it is through the use of a social media consultant. But it is essential to give them an effective brief.

What your Social Media Consultant needs to know

Your brief to your social media consultant should give them meaningful guidance on these seven questions:

  1. Who are you trying to reach?

    As with any marketing, an effective social media brief starts by identifying your target market. Understanding the target audience’s age, gender, location, interests, activities and passions will have direct bearing on both the content of any social media campaign and the networks your social media consultant opts to use.

  2. What are you trying to achieve through social media?

    For some businesses, the objective of any marketing (no matter the media channel) is simply to make sales. For those operations, the social media consultant might recommend Facebook Offers or Gifts or similar sales tools. On the other hand, you might be aiming to build a customer support channel; to achieve that, your social media guru might suggest a significant devotion of time and resources to Twitter. Or perhaps you want to generate leads, or improve your brand’s reputation.

    Whatever your business objectives within social media, you need to specify them upfront to ensure that your consultant is on the same page.

  3. What is your Brand Personality?

    Whoever is speaking to your prospects and customers through social media needs to reflect the brand personality and style of your business.

    An organisation that prides itself on friendly, homespun advice to anyone who walks through the front door needs to adopt exactly the same tone on Facebook. If you wish to be perceived as a thought leader in your industry, then your LinkedIn posts need to take the same proactive, well-informed approach.

    On the other hand, if your staff are not happy outside their carefully-protected comfort zone, you don’t want your social media consultant to be outspoken on Twitter.

  4. What resources can your organisation devote to social media?

    You may think that by outsourcing to a social media consultant, you’re avoiding getting bogged down. The reality is otherwise: social media is a direct conduit  between your organisation and your prospects and customers.

    As such, it touches on every aspect of your organisation: marketing, sales, PR, customer service, logistics, the lot. Even if it’s the social media consultant’s fingers on the keyboard, he or she needs to be able to draw information and answers from, and supply follow-up requests to, every part of your business.

  5. What related topics are of interest to your prospects and customers?

    An effective social media presence is not simply about you and your brands — your followers will quickly abandon you if every message you post is about your organisation. At the same time, your social media consultant must post information that is relevant to your customers/prospects and related at least tangentially to your business.

    A food company, for example, can talk about recipes (not only those featuring their products) or about last night’s TV chef surprise or ask followers for tales of their worst cooking disaster. Similarly, an engineering business might post about the engineering challenges of the proposed 501-day trip to Mars and back, or about new technologies that will impact on Kiwi businesses in the next five years. Posting about upcoming concerts is unlikely to be relevant to any business but music labels, concert promoters and ticketing agencies.

  6. What key products and events do you want to promote (and how)?

    Social media isn’t purely non-commercial, of course, so you will want to brief your social media consultant to post stories about your products and your organisation, of course. The secret, however, is in exactly HOW you go about planning those posts.

    Consumers who like brands in social media do so because either (a) they do actually like the brand (they’re fans); (b) they want discounts and deals; and/or (c) they want to hear about new products and services. Actually, if they want to hear about the new stuff, they want to be first to know — and they won’t bother sharing stale news with their friends and acquaintances.

    So if you want your messages to have a chance of being shared, you need to brief your social media expert to first start building anticipation ahead of a new product announcement; and then leak the news in social media ahead of the traditional channels. Think about it this way: if you were a big fan of X, wouldn’t you simply die to get inside knowledge ahead of the crowd?

  7. How is your social media consultant going to be measured?

    Managers and financial controllers are now starting to ask tough questions about Return on Investment and whether social media really delivers value for the time and money involved. If you’re going to outsource to a social media consultant, you need to set some benchmarks against which his or her efforts can be evaluated. The presentation below by Olivier Blanchard provides some smart suggestions which can form a great starting point for measuring that social media performance.

In Summary

Outsourcing your social media can be a good idea — provided that you provide an effective and comprehensive brief that can make your social media marketing achieve tangible outcomes.

Credits: content for this article is largely drawn from our online training courses “Preparing an Effective Social Media Brief” and “The Principles and Practice of Social Media Marketing

How to use Social Media for Business: What to Track

Companies in New Zealand and around the world are now starting to use social media for business purposes more effectively, tapping into tools such as Facebook and Twitter, to market their services and to communicate more effectively with their customers.

According to a recent study reported by the Los Angeles Times, around 90% of U.S. small businesses are now using social networking platforms. That’s the good news.

Slightly less cheerful news, however, comes from a study by eConsultancy and Adobe, which finds that there’s little deep tracking going on by those who use social media for business.

use social media for business

One In Five Companies Who Use Social Media For Business Do Virtually No Tracking

You’ll recall the old saying “Half of my advertising is wasted. I just don’t know which half.” That situation was almost acceptable in the context of mass marketing, where companies cast their advertising upon the vast watery expanse of print and broadcast media and the only way to figure out what was working was to count the number of sales you made (or, more likely, how often the Chairman was told “saw you on TV” by his golfing buddies) — but when you’re dealing with one-to-one methods such as social media, it’s simply poor business practice not to know what results you’re achieving.

So what should you track?

To answer this question, let’s just focus on Facebook for now. Through Facebook’s built-in Insights tools, you can track:

  • Likes. That, sadly, is where many marketers start and stop their tracking. In our view, that’s a lot like monitoring the number of people who come into your store — but not bothering to track whether or not they buy.
  • Talking About. Knowing this information is a big step up. Social Media, as the name suggests, is all about talking – engaging with your followers, and having them engage with you. Take a look at how many of your fans were actually “talking about” you last week, and calculate that as a percentage of your overall followers. The whole idea, when you use social media for business, is to engage — otherwise, you might as well devote your time and money  to mass media advertising instead, you’ll reach far more people.
  • Reach. Facebook calculates how many people saw your posts, either directly or via your followers. This will be low at first, but don’t worry — one of the first lessons to learn when you set out to use social media for business is that size (of audience) doesn’t matter. Engagement is the key.
  • Sentiment. It’s good to have people talking about you, but if they’re not saying nice things, clearly something’s rotten in the state of Denmark (or Dargaville). Still, it’s better to know when bad things are being said (rather than remain in blissful ignorance) — it may be hurtful, but at least you can do something about it. So how do you measure sentiment (without poring over your own Facebook pages every other moment)? Start with a free Sentiment Analysis tool such as the Chrome plugin offered by Viral Heat, and consider other, more powerful paid options as budget allows.

What else can you track to use social media for business effectively?

As the graph above suggests, Revenue is an obvious measure (and one which will matter most to your CEO and CFO). “Why am I spending so much time on Facebook? Take a look at these sales!”

How can you track revenues and attribute them to your use of social media for business marketing?

  • If you sell online, use a unique web link to send people from Facebook (or whatever social media site you’re using) to your website
  • If you only sell offline, make an offer that’s unique to your social media efforts (eg “free giftwrap when you quote OFFER FB”)

Traffic

Another metric that many of those who use social media for business choose to track: how much traffic was driven from their social media pages to their website. We don’t want to delve into the technical aspects here — suffice it to say that your webmaster (if you have one) will tell you what you need to know about setting up Google Analytics to monitor such efforts.

Social Media Training

If you’d like more detailed advice on how best to use social media for business, we encourage you to check out our social media training courses.We cover a variety of topics, including:

The courses are all online and they provide comprehensive explanations of tracking and the many other aspects that matter when you use social media for business.