Super Tuesday Social Media Results: The Voter Engagement Funnel Is Under Construction

Super Tuesday was as exciting as expected! Here is my take on the campaign’s social strategies, which builds off a piece I did yesterday for Portada and a MocoSpace Community Voter Engagement Study Lens released last Friday. My biggest takeaway from a social-marketing-lessons-learned perspective was on the Democrat side. Basically, what’s coming out of the Bernie Sanders camp is really interesting from a content perspective. The Bernie team has done an excellent job of using authentic and issues-based content to spark engagement and even get his community to create content for him. It’s an Obama-like movement aka “Yes We Can.” This has led to some messaging and content that really stands out and has helped Bernie Sanders build an engaged community and war chest of more than 40 million in donations just in February. Here’s a shout out to one of the best Spanish Latino-targeted campaign videos I’ve ever seen aimed at Mexican Americans. It was made by David E Rojas, part of an Austin, Texas collective of artists working to create videos for Bernie: But as Super Tuesday showed, Bernie Sanders doesn’t seem to have cracked the code on getting votes. One supporter summed it up perfectly, “you need to vote, not just say you are.” The “We got so many tweets, likes etc. But they bought zero, they didn’t sign up” is something every social marketer struggles with.  Translating social interests and engagement to conversion is hard and often takes some not as exciting, backroom tech and data activities: building up proprietary data on fans, continuous engagement/management of these contacts and giving your organization access to the data they can actually use. Here is...

RECAP OF THE BUSINESS BITES 2.0 MARKETING ON A SHOESTRING SESSION

Social media can have a big impact on small businesses. Unfortunately, it’s not just about publishing a few posts and nice graphics. To really stand-out on a small business budget, your business has to understand its target customer, build great content and take a bit of a guerilla marketing approach to build experiences and programs that foster community and credibility. Here is what I have seen work in my own business and also via the research I do monitoring social media and mobile marketing trends. Below is a high-level summary of my recent Business Bites 2.0: Marketing On A Shoestring session. The session was put together by the Greater Washington Hispanic Chamber of Commerce and Rhode Island Avenue Main Street to help DC small businesses to leverage social media to grow their businesses. STEP ONE: Get to know your industry space before you market Define your target customers, the competition and what’s working well in your space. Craft stories that exemplify why your target audience should choose you and your business. This will drive the content and marketing actions you’ll invest time in. Top Tips: Your target: Take a highly targeted approach to understanding who your customer is and refine your message and marketing efforts to maximize communication. What motivates your customer? What are the use cases for your product? Who influences your customer the most? Why should they care about what you do? The competition: Understand the competition so you can stand out and be noticed. What social accounts and tactics do your competition use? Which are working? Are there gaps in what your competition is doing? Is...

New Study: Mobile Commerce Adoption Trends among Millennials

A new Social Lens Research study conducted in partnership with MocoSpace, a top gaming community, highlights that marketers who offer deals, contests, localized content and optimized mobile experiences have the opportunity to better reach and generate mobile commerce sales among Millennials. Mobile commerce is gaining traction amongst Millennials, 35% of respondents purchase via mobile phones today. Millennials that purchase on their phone do so regularly, 91% purchase monthly. In order to accelerate mobile commerce adoption, marketers have some clear opportunities to improve the ad content and mobile commerce experience; 64% say none of the mobile ads they see usually are relevant or useful; only 9% feel that companies offer a great experience once they click on an ad. Given how mobile savvy and active MocoSpace Millennial users are, the feedback is telling: optimizing mobile ads and commerce experience is still in the early stages. Key findings from the study include: The current state of mobile commerce: Millennials are starting to shift spending to mobile. Those that shift to mobile buy regularly and spend significant amounts. • 35% of all Millennials surveyed buy via phone currently • 23% buy via the mobile internet • 18% use an app to buy on their mobile • 91% of mobile commerce users purchase monthly • 30% of mobile commerce users purchase over $50 monthly via their phone Increasing mobile commerce adoption will require a mix of more useful and relevant mobile ads and an optimized mobile commerce experience. Discovery: Big opportunities exist to increase the relevancy and usefulness of mobile ads by using smartphone features to customize, increase the entertainment value and localize...
Your Customer is Mobile: Time for your Mobile Experience to Catch-up

Your Customer is Mobile: Time for your Mobile Experience to Catch-up

All industry statistics point to an increased use of mobile in almost every industry or sector, from banking to TV to education to exercise. For anyone who is not convinced, Google is levying a heavy penalty for sites that are not optimized. Learn more about Google’s mobile friendly algorithm here. Here are some key statistics on the current state of mobile adoption: 187.5 million US Smartphone owners. 85% of 18-to-29-year-olds own a smartphone. 75% of US Smartphone owners use their phone for social media. 60% of American’s digital media time spent on mobile devices. 55% of emails opened on a mobile device. 78% of top fifty news sites getting more traffic from mobile than desktop. 29% of all e-commerce transactions are on a mobile device. 15+ hours average time spent researching products on smartphones. 34 Times the increase in Google searches for “near me” since 2011. The top benefits of a mobile optimized customer experience (CX): 62% percentage of companies seeing increased sales after mobile-friendly redesign. 52% percentage of 2015 search and display advertising expected to be on mobile. 67% of shoppers say they’re more likely to buy from a mobile compatible website. How do you know if you are mobile CX ready?   Here are a few critical first assessment steps you can do with no budget and on your own: Google Test Tool: Take the free google mobile friendly test here. Simple, but gives you a mobile optimization scoring. It’s an inch deep and doesn’t tell you if your site visitors actually take your desired actions on the site, so it’s important to do the following two tests. Usability Test: Conduct an iPhone...

2014 Year in Reviews: Our Top Picks

Beyond fun, year in reviews are a great summary of top news, data and trends for 2014. Here are a few 2014 reviews to get you ready for 2015! 2014 Tumblr Year in Review  Tumblr did a great job of showcasing their top content creators and posts. It’s a treasure trove of inspiration for almost any company targeting consumers. One of the most useful year in reviews for marketers. 2014 Google Year in Review Google has an emotional, inspiring video looking back at 2014. The explore feature offers more in-depth, useful and poignant summaries of some of the top 2014 moments and trends. I particularly love this great fact from the selfie section: In 2014 the world searched for ‘guy selfie tips’ and ‘men selfie tips,’ but almost never for ‘girl selfie tips.’ 2014 Mobile Future Year in Review Mobile Future created a Mobile Year in Review with great facts and statistics on the impact of mobile technology in 2014. 2014 Twitter Year in Review  Twitter offers a great look back at all of the top “tweetable moments” of 2014, both happy and sad.  I like the calendar approach and interactivity.  The Pinterest 100 Pinterest offers the ultimate inspiration board for 2015 by curating trending and top influencers’ pins.   AddThis 2014 Year in Review (Infographic) AddThis pulled together sharing stats from it’s user base. The data showcases social media’s increasing role in helping to organize communities and spur action. Did we miss any? What year in review would you add? Happy 2015! Hope you have a 2015 filled with joy, peace and happiness!...