Tag Archives: social media

The Digital Advertising Landscape Evolves

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From updated video tools and live video features to ad-free experiences and AR-menus, Facebook, Snapchat and Google have all been busy rolling out some interesting new updates this week.

Facebook

Digital Trends: Ad-free Facebook access could cost as much as $168 a year

Users might be intrigued by the prospect of an ad-free experience on Facebook, but how will that option impact brands that are targeting their favorite demographics there? Find out what Zuckerberg has up his sleeve with the proposed ad-free subscription tier for Facebook. Read more after the jump…

Facebook’s Algorithm Updates: How We’re Being Affected

Facebook metrics chart with organic and paid data

The ever-changing world of Facebook metrics.

In January, Facebook announced it would be prioritizing content from “friends, family and groups” in our news feeds. Of course, this caused a collective freakout from those of us who manage brand pages.

What does it all mean and how is it affecting reach and engagement for brands? After monitoring and analyzing three months of data, here is what we’ve found with our clients: Read more after the jump…

Never Fear: Social Media is on the Rise

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We’re a quarter of the way through 2018 and it’s time for some trend spotting. Despite a rocky start to the year including some troubling news about privacy on social media, new research shows that social media use continues to be on the rise. Among which demographics and on which platforms might surprise you – so be sure to dig into the trend articles below to find out who’s using which platforms. Reading this around lunch time? You’ll want to see which fast food brands are best at tantalizing taste buds. And, if you’re daydreaming about summer vacation, learn more about how savvy brands might just enhance your downtime. Finally – a few tips about Instagram and Snapchat will leave you with some news you can use. 

Trends

The Next Web: Social Media Use is Increasing Despite Privacy Fears

Chances are you know someone who has abandoned social media or certain platforms due to privacy fears. You might even have considered removing your brand’s presence – but before you make any decisions, read this recent research which shows that the number of social media users worldwide grew by more than 100 million in the first quarter of 2018. And that’s just the tip of the iceberg… Read more after the jump…

Pairing Social Media with Action Ends Slacktivism

Photo of Social Media Icons on a Mobile Device | Pairing Social Media with Action Ends Slacktivism

Slacktivism is a term coined years ago to describe support of a political or social cause that involves as little action or personal effort as possible, such as signing an online petition or sharing a tweet but little else.

Many viewers tuned in to witness a moment in history on March 24: The March for Our Lives and its 800+ sister city marches across the country. Alfonso Calderon, Sarah Chadwick, Jaclyn Corin, Emma González, David Hogg, Cameron Kasky, Alex Wind, Delaney Tarr and Ryan and Matt Deitsch have a common denominator; they survived the Marjory Stoneman Douglas High School tragedy in Parkland, Florida in February. They also galvanized to change the typical social and legislative narrative that occurs after every mass shooting in America; an echo-chamber of divided voices demanding gun control legislation versus passionate protectors of the Second Amendment.

Social media to recruit a community around an issue

Activists share statistics about the amount of funding various politicians have accepted from the National Rifle Association. The conversation burns hot and angrily for a few weeks and then subsides until the next mass shooting. The current narrative is different. So how did a small group of teenage students force a sea change in the hotly debated gun control conversation? They started with social media but didn’t stop there.

In the hours that followed the shooting, Cameron Kasky posted the following to his personal Facebook: “Working on a central space that isn’t just my personal page for all of us to come together and change this. Stay alert. #NeverAgain.” His hashtag spread like wildfire, accompanied by another: #EnoughIsEnough. Kasky and his peers quickly formed Never Again MSD, a student-led organization that advocates for tighter weapon regulations to prevent violence.

Slacktivism meets its match

The Parkland activists have effectively circumvented any trace of slacktivism around their cause by powerfully pairing information shared from social media with real action. Since the tragedy at their school occurred, they have:

    • Stayed in the news cycle by offering daily interviews with press from across the nation.
      Effectively utilized Twitter less than a week after the shooting to organize a large march on the Florida State Capitol in Tallahassee to meet with state lawmakers and vocalize their demands for action against gun violence. “The news forgets very quickly,” Jaclyn Corin told Vanity Fair. “We needed a critical mass event.”
    • Shared the call to action to support new legislation via a #NationalSchoolWalkout on both March 14 and plans for April 20, the anniversary of the Columbine shooting.
      Written handfuls of personal op-eds in major publications like the New York Times and Time Magazine.
    • Inspired triple-figure donations for their cause from celebrities such as George and Amal Clooney, Steven and Kate Capshaw Spielberg and Oprah.
    • Remained focused. Naysayers and skeptics billing David Hogg’s activism as crisis acting didn’t phase him. They amplified his following. “These people that have been attacking me on social media, they’ve been great advertisers. Ever since they started attacking me, my Twitter followers are now a quarter of a million people. People have continued to cover us in the media. They’ve done a great job of that, and for that, I honestly thank them,” Hogg told CNN.
    • Leveraged Twitter, Instagram, email lists and public records of contact information of representatives to pressure the Florida Legislature to pass the Marjory Stoneman Douglas High School Public Safety Act on March 9.
    • Obtained a public permit for Pennsylvania Avenue and publicly organized the March for Our Lives in Washington D.C. on March 24. The turnout was estimated between 1.2 and 2 million people. This makes it one of the largest protests in our country’s history.

Researchers are quick to cite the general affluence of the Parkland community and the students’ inclusion of racial minorities as two other factors in the success of their campaigns. Most agree that the true differentiator for Parkland has been the action that backs up their mobilization on social media platforms. The activist and suffragette Marjory Stoneman Douglas, for whom the school is named, recognized slacktivism years ago. She wrote, “Don’t think it is enough to attend meetings and sit there like a lump…Speak up. Learn to talk clearly and forcefully in public.”

As my colleague Barb wrote back in February, “No matter what your views are on the 2nd amendment, it’s hard not to take notice of Generation Z, and how they’re using all the communications tools available to them to speak out, and perhaps make a difference.” As user behavior on social networks continues to evolve, it’s apparent that efforts to reach individuals and drive “action” must also innovate and evolve to achieve tangible results.

ICYMI: In Case You Missed It

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weekly-reads-groundfloor-media-center-table-movedThe social world continues to run like a hamster in a ball, but we’re taking a moment to step out of the rat (hamster?) race to reflect on some of the erudite content GroundFloor Media and CenterTable have put out into the world.

We’ve (Temporarily) Moved!

If you missed our Tweet, don’t be alarmed when you stop by 1923 Market St. and don’t find us. We’re a few blocks down the street as our offices are undergoing a remodel. We’re hoping to be back at the end of the summer. Read more after the jump…

Baby Boomers and the Buzz on Brackets

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We collectively sprang forward in the early morning hours of Sunday and digital platforms are bouncing into action as well. If you could use some inspiration to end your work week, today’s Weekly Reads dishes on how to protect your mental health from your seemingly endless Instagram feed. Also on deck: targeting baby boomers and our admiration for Facebook and Twitter as they take on the giant task of curating Major League Baseball and March Madness, respectively.

Facebook

U.S. News & World Report: More Live Sports Are Coming To Facebook
Swing, batter batter! The ink is drying on a deal between Major League Baseball and Facebook. Facebook will exclusively stream 25 weekday afternoon baseball games this season. Bloomberg theories that the deal cost the social platform around $30M. The partnership is the first of its kind between Facebook and a major professional sports league. Read more after the jump…

CenterTable @ SXSW: 2018 Preview

SXSW 2018GroundFloor Media and CenterTable are once again heading down to Austin to attend the 2018 South by Southwest Interactive (SXSWi) conference. Beginning Friday, March 9 and continuing through Tuesday, March 13 Adrienne Schafer and I will be hitting up as many sessions, panels, brand activations, concerts, networking events and food trucks as we can possibly stomach, and reporting back here on the GFM/CenterTable blog and a variety of social platforms.

The conference has changed quite a bit since we started attending seven years ago. The days of interactive sessions following a strict marketing and social media theme are long gone, replaced with niche programming tracks like health & wellness, sports, food and fashion as well as technology-focused trends like virtual reality, augmented reality and artificial intelligence (we really are living in the future, aren’t we?). But the thread that weaves all these “interactive” subjects together still remains communication, interaction and the place where brands and individuals meet. Change was inevitable as SXSW has grown, but it’s still an experience that can’t be found anywhere else.

Read more after the jump…

Facebook Algorithm Changes and a SXSW Preview

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It’s one of our favorite weeks of the year: South by Southwest Interactive (SXSWi) week! We’re very excited to be sending Jon Woods and Adrienne Schafer down to Austin to check out and report back on the latest and greatest in digital marketing from the festival. Be sure to check in with our blog Friday March 9 through Tuesday March 13 for a daily update from Austin, and follow along with @WoodrowWilson and the aptly handle’d @recap for real-time recaps of the various sessions and experiences they collect at SXSWi over the next five days. In the meantime, it seems everyone is wondering about Facebook’s algorithm changes, and many of us have questions about navigating the influencer relations space. Below are a couple of great articles to hopefully tide you over.


Facebook

DigiDay: Media Buyers Aren’t Seeing Ad Prices Change After Facebook News Feed Changes

Some pretty ground-shifting changes were expected from Facebook’s recent algorithm/news feed updates. With the shift from a focus on publisher and brand content to more person-to-person interactions, the initial thinking was that brands would likely have to pay more to reach their audiences. And while it may be early, it doesn’t sound like there have been systematic shifts just yet. Read more after the jump…

The Digital Sales Funnel and Saying “Thank You” – Takeaways from Social Media Marketing World 2018

Last week we had the opportunity to attend the Social Media Marketing World in San Diego – a two-and-a-half day session-packed conference focused on the most relevant trends and information in the world of social media.

Given that South by Southwest Interactive kicks off later this week (stay tuned for daily updates from our two-person team of Jon and Adrienne), we’re going to combine a longer form discussion from what we learned at Social Media Marketing World with our annual SXSW Denver Download in early April – let us know if you’re interested in attending!

In the meantime, here are my three main takeaways from #SMMW18 – with a quick video from the conference to explain some of the concepts as well.

1) The Algorithms Continue to Change Our Focus

Facebook’s shift away from brand and publisher posts in our news feeds toward one-on-one peer interaction has left a lot of brand managers scratching their heads about staying relevant on the platform. The key – according to Social Media Insider Founder Michael Stelzner – will be unique and tailored content with the goal of prompting individuals to share with their peers. In other words, “being human at scale.” Some additional insights on this topic include:

  • Longer form content will be critical – videos, in particular
  • Facebook’s focus on “Facebook Watch” will also mean a shift toward more episodic content. Think about producing various video series that take viewers on a storytelling journey, and make it as shareable as possible
  • The algorithm change combined with Snapchat competition will likely lead to more Facebook Stories from individuals – so much so that we’ll likely see fewer wall posts and more Stories in the near future (the future is 15 second Story videos)

2) Focus on Being More Strategic with Paid Efforts

Moving forward we’re also going to have to be more strategic with our promoted content and paid campaigns on every platform. Some specific examples from the conference include:

  • Be more selective with where you’re spending your money. Promoting content that is already successful will always be more beneficial than forcing a promotion on content that that isn’t resonating with your audience. Think of it as pushing a ball downhill vs. trying to fit a square peg into a round hole
  • Utilize Facebook Custom Audiences and retargeting features more frequently. We spend a lot of time and resources creating content, and we shouldn’t have a “one and done” mindset with our paid campaigns. If a group of people watched your first video in a series, consider retargeting those same people with a paid campaign for the second video in your series. “Custom Audiences are your bank account,” as one presenter commented
  • Make sure you have a hook, ignite emotion, describe your solution and finish with a specific call-to-action with every piece of promoted content you produce. At the same time keep your content as concise as possible – skip the bumpers/intros/bios in your video content to grab attention as quickly as possible

3) Don’t Stop When the Campaign Ends

We often miss the opportunity to follow up or even say “thank you” with our campaigns. Use those custom and engaged audiences to keep the conversation going after your campaign ends (maybe with your next campaign or content effort). And if you have an audience that made a purchase or took some form of action, don’t forget to say thank you in a creative way, and follow up with specific next steps. Spell it out simply so your customers have a seamless, positive experience and understand clearly what happens next.

The Digital Advertising Landscape Evolves

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Facebook, Twitter and Google each claim to be rolling out shiny new features to make your digital advertising efforts easier and more effective, while Vero makes a push to become everyone’s next favorite social platform for personal use.

Vero 

Fast Company: What is Vero? What you need to know about the rising social media platform

Rising subscription-based social platform Vero claims to offer users an ad-free experience with content flowing in chronological order. Find out if and how brands can get in on the Vero game.          Read more after the jump…