IAB: Social media still has a lot of growing up to do

Social media still has a lot of growing up to do, say marketers from both agencies and client-side, of which 3 in 10 say they do not believe social media yet has an important role in the overall marketing function….

….The survey found that, currently, less than half (43%) of social campaigns were integrated into the wider marketing function and more than half of brands never measure social media ROI. Agencies, on the other hand were more likely to measure social ROI with 35% claiming to do so some of the time…..

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Source: BizReport

Social Media Engagement With Brand Content Soared 52% Last Quarter

People engaged with U.S. brand content 52% more often in the first quarter of this year than they did a year ago, and their engagement is growing faster even than the rate at which brands are pumping content out, according to data on 100,000 brands from social-analytics firm Shareablee.

In all, people liked, shared, favorited or commented on brand content across Facebook, Instagram and Twitter nearly 13 billion times in the first quarter alone, and it was people’s engagement rates rather than brands putting out more content that drove most of that big increase.

On Twitter, average posts per brand rose 16%, but average “actions per brand,” such as favorites or retweets, rose at twice that rate – 32%. By far the biggest driver of increased engagement was Instagram, which saw brand fans rise 138%, posts per brand rise 21% and consumer engagement with brand content double to 1.9 million actions per brand – more than 20 times the rate of Twitter and nearly three times the rate of parent Facebook.

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Source: Ad Age

How Popular is Instagram With Youth?

It’s well established at this point that Instagram’s users skew young, and recent research suggests that it is now teens’ most important social network. New data from a Shareablee and comScore webinar shared with MarketingCharts confirm Instagram’s popularity among young adults, indicating that 18-34-year-olds spend more time on Instagram than on Twitter and Tumblr, combined. Interestingly, though, while Instagram’s smartphone audience skews heavily towards younger age groups, the age composition of the platform’s tablet audience reveals a slightly different pattern.

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Source: Marketing Charts | June 2, 2014

Study: Forget campaigns, get personal with Millennials

Have a great product for Millennial consumers? Forget the all-out television, radio, print and online campaigns. According to new data out from SDL the best way to reach and engage Millennials is to get personal and build a relationship. Read more »

THE TOP 10 FACEBOOK INSIGHTS AND TACTICS FOR AGILE MARKETING

Poke around your new Facebook Insights. Now, think of how you can use it to make actionable decisions about your campaigns.

“BUT GUYS, THERE ARE *SO* MANY DATA POINTS. I CAN’T POSSIBLY KNOW WHICH ONES I SHOULD ACTUALLY CARE ABOUT.”

That’s where the unfunnel comes in. Here are 10 ways to use Facebook Insights to optimize marketing campaigns, boost your web traffic, increase social engagement and drive results. This list will also help you determine which campaigns aren’t performing so you can stop wasting resources on tactics that aren’t converting. With these tips, we promise you won’t even miss the “People Talking about this” metric.

So let’s do this…

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Source: Joey Barker

Facebook newsfeed CTRs overshadow other ad placements

Is there a difference in click-through rates between Facebook ads in the newsfeed and those placed at the right-hand side? Yes, a massive difference, according to recent insights provided by Adobe.

Adobe’s findings, released ahead of Facebook’s earnings announcement this Wednesday, reveal that newsfeed ads on the social network achieve 14 times the click-through rate of standard right-hand side ads. Furthermore, cost per clicks was comparable Read More…

Source: BizReport | Helen Legatt

Brand Advocates Choose Email Over Social For Referrals

SocialTwist has released the results of a study that spanned 18 months, 119 social marketing campaigns, and 3.2 million participating consumers. Designed to see how consumers interacted with its social referral program and progressed to becoming advocates, the SocialTwist study unearths a few interesting results with potentially broad implications. Perhaps the most interesting of those is that among the consumers who became advocates (by referring products or services to friends), a majority 55.4% chose to use email as their sharing channel, with Facebook following (41.8%) and Twitter (2.6%) mostly ignored. Read More

Source: Marketing Charts

Small businesses counting on events for engagement

Small business people are taking a page from the big brand manual and investing in local events. That according to a new infographic released by Constant Contact which indicates about 40% of SMBs are hosting events, with most focusing on business to business events.

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Source: BizReport