Tag Archive | "manager"

Super Bowl Social Content is Up 223% Since 2012 (And Twitter Isn’t Dead)

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Is there any bigger linchpin of a brand’s marketing calendar than the Super Bowl? An event that’s as much about the advertising as it is about the game. The cost for a 30-second spot during Super Bowl 50 on CBS: a cool $5 million – a price tag that’s doubled from 10 years ago.

On social media, the uptick in brands creating Super Bowl content has been incredible. Last year alone, we tracked over 14,700 unique pieces of content that brands published before the Super Bowl. When you take into account the big day itself, that number shoots up to 30,000.

Think about that for a second. After an exhausting six weeks, content creators still needed enough inspiration to publish an additional 15,000 unique pieces of content on game day – more than they’ve published in the build up to the game!

Here’s how the total amount of content published on social media around the Super Bowl has changed over the years.

super-bowl-content-published-on-social-networksOne interesting trend is how important the second and third weeks from game day have become. Brands are ramping up their campaigns earlier and earlier. This year, we’ve seen brands published as far out as five weeks ahead of the game.

On game day, more Super Bowl content is published on social media than in the weeks leading up to the game. The biggest winner of the content explosion has been Twitter, suggesting that any reports of the demise of the social network are greatly exaggerated.

Since 2012, Twitter has seen an 885 percent increase in the amount of Super Bowl content being published by brands on game day. In 2015, brands sent a staggering 11,800 tweets on game day, an 82 percent increase on the year before.

super-bowl-content-published-on-game-dayFacebook and Instagram have all seen steady increases over the last four years. Super Bowl related brand content on Instagram during game day has increased by 330 percent while on Facebook it’s grown by 190 percent.

Overall, we’ve seen a 615 percent increase in Super Bowl brand content being published on game day compared to 2012. Last year, brands posted 56 percent more content on game day than they did in 2014.

super-bowl-content-published-on-game-day-each-yearAlthough the chart above tells us that the amount of content brands publish around the Super Bowl on game day, in the lead up, the amount of content brands published actually dipped in 2015.

super-bowl-content-published-before-game-day-each-year

This dip was most pronounced on Facebook where there were 375 fewer Super Bowl posts published in the seven weeks before the game. In 2016, brands have still published 200 fewer Super Bowl posts than they did at this stage in 2014.

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On Twitter, brands are doing the opposite of their Facebook strategy. Here, brands are publishing more content than ever before. If the last few weeks have been anything to go by, brands are about to break all records for amount of content published around the Super Bowl this year.

super-bowl-twitter-tweets

On Instagram, the volume of Super Bowl content published in the lead up to game day hasn’t changed too drastically. As with Facebook, 2014 saw slightly more content being published on Instagram compared to 2015. Current trends for 2016 look like 2014 will retain its title as the year most content was published around the Super Bowl before game day.

super-bowl-instagram-posts

So far in 2016, brands have published a similar number of Super Bowl related videos as they had done this time last year. That’s still a little behind the number of videos that brands had published in 2014. In 2014, brands published a total of 305 Super Bowl related videos.

super-bowl-youtube-videosIt’s clear that brands are tweaking their content publishing strategies when it comes to the Super Bowl. In 2014, brands focused on creating more content in the build up to the big day, but that strategy changed in 2015. Brands published less content in the run up to the Super Bowl but took to Twitter in the hundreds on game day to publish more Super Bowl content on one day than they had in the prior seven weeks.

Methodology

This report was put together using the content published by over 40,000 brands and captured by Unmetric. Content that included mentions of the Super Bowl or common words associated with the Super Bowl like SB49 or Big Game were used to compile the data on publishing volumes.

Peter Claridge is the manager of global marketing for Unmetric.

Image courtesy of Asif Islam / Shutterstock.com.

Article courtesy of SocialTimes | RSS Feed

Facebook Pages App to Page Admins: Create a Call to Action

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Page administrators using Facebook’s Pages application (formerly Pages Manager) are being prompted to create calls to action for their pages.

When page admins launch the Pages app, a blue bar appears under their cover images, with the text, “Create a call to action.”

Clicking on that blue bar brings page admins to a list of calls to action they can add to their pages, separated into three categories:

  • Get in touch (call now, contact us, send message)
  • Buy products or services (book now, shop now, sign up)
  • More options (play game, use app, watch video)

Page admins: What do you think of this addition to the Pages app?

PagesCreateACallToAction PagesCreateACallToActionOptions1 PagesCreateACallToActionOptions2

Article courtesy of SocialTimes | RSS Feed

Social Media Jobs: Adaptive Studios, Heleo, American Thoracic Society

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This week, Adaptive Studios is hiring a social media community manager, while Heleo needs a social media manager. American Thoracic Society is seeking a digital media coordinator, and Big Communications is looking for a digital community manager. Get the scoop on these openings below, and find additional social media jobs on Mediabistro.

Find more great social media jobs on our job board. Looking to hire? Tap into our network of talented SocialTimes pros and post a risk-free job listing. For real-time openings and employment news, follow @MBJobPost.

Article courtesy of SocialTimes | RSS Feed

Social Times: Brigade, CafeMedia, America’s Test Kitchen

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This week, Brigade is hiring a social media manager, while CafeMedia needs a social media editor. America’s Test Kitchen is seeking an associate editor for the web, and Constructive Media is looking for a social media marketing manager. Get the scoop on these openings below, and find additional social media jobs on Mediabistro.

Find more great social media jobs on our job board. Looking to hire? Tap into our network of talented SocialTimes pros and post a risk-free job listing. For real-time openings and employment news, follow @MBJobPost.

Article courtesy of SocialTimes | RSS Feed

Targeting: One More Reason Marketers Can’t Afford to Ignore Instagram Anymore

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Instagram has many upsides for brands evaluating on which autonomous marketing platforms (ie: social media, apps, etc.) they should place their advertising.

First, Instagram is one of the largest mobile ad platforms in the world, with more than 400 million monthly active users. In fact, it became the second-largest social network in the U.S. in 2014, according to eMarketer.

Second, the platform’s user base isn’t just large; it’s also highly engaged. Instagrammers have created a sense of community and they post 80 million pieces of content on average every single day, resulting in 3.5 billion likes daily.

This engagement is also fostered by the unique user experience of the platform itself. People on Instagram generally look at one piece of content at a time in the stream, so when a user is served an ad, they are a captive audience. This form of native advertising is superior to more traditional digital experiences that put ad units into standardized “banner” slots, or units that try to disguise themselves as publisher-created content.

Now let’s add one more reason why advertisers can’t afford to overlook Instagram when planning their campaigns: targeting, with the help of data from its parent company, Facebook. Facebook’s targeting options took years to develop and as such are some of the most robust and powerful in the social media world.

Being able to tap into all of Facebook’s existing targeting capabilities allows advertisers to mirror success quickly on Instagram. This is especially true for advertisers who have found that custom audience segments such as CRM audiences and Website Custom Audiences perform well for them on Facebook. Advertisers can easily leverage, and see success with these audiences on Instagram. Furthermore, creating lookalikes of these audiences will help advertisers scale messaging across Instagram without sacrificing the quality of the audience reached.

But instead of simply replicating audiences from Facebook on Instagram, marketers may find the most success by complementing Facebook and Instagram within a single campaign. Mercedes-Benz, for example, was able to increase its website visits by 54 percent by serving branding ads to the same people across Instagram and Facebook, in a paired campaign. By coupling branding ads on both Facebook and Instagram with Facebook direct response ads, the Mercedes-Benz campaign saw website visits jump an incredible 580 percent. By using the two platforms as complements, the auto brand was able to move consumers through the funnel from awareness to action.

You can read the full Mercedes-Benz case study here.

The idea of complementing Facebook with Instagram in a campaign may be new to you. So, here we’ve answered a few high-level questions about how you can reach Instagram ad viewers on Facebook:

How does remarketing Instagram users on Facebook work?

First you need to target your audience on Instagram with, let’s say, a video campaign. This can help build brand awareness and favorability. While the Instagram campaign is running, an audience of users who view the Instagram video ad will build and/or update.

Now that you have an “exposed” audience on Instagram, you can leverage the group for a follow-on Facebook campaign. This will allow you to extract additional value from your highly engaged viewers further down the purchase funnel by continuing the conversation across both platforms with more traditional direct response ad units.

What can you measure in a remarketing campaign?

Measurement in a remarketing campaign doesn’t differ so much from running campaigns on Facebook and Instagram separately.

For branding ads, you will get brand metrics such as ad recall and message awareness. For direct response ads, you will see conversion lift and ROI.

What should I remember if I want my remarketing campaign to be successful?

First, you should remember to run your Instagram and Facebook ads simultaneously. Although it will take some time to build video retargeting audiences, it is advantageous to run content on both platforms throughout the flight. As you progress through your campaign these highly qualified targets will help drive further engagement or conversion. Brands such as Mercedes-Benz have experienced huge increases in website traffic when their audience has seen branded ads across both platforms during the same period.

Second, make sure that you include mobile delivery across all of your Facebook campaigns. Instagram is a mobile app with highly engaged users and there is a strong likelihood that your audience on Instagram is visiting Facebook on their mobile device as well.

Paul Gambardella is the manager of media operations at Instagram Partner Adaptly.

Article courtesy of SocialTimes | RSS Feed

Social Media Jobs: POPSUGAR, We Are Social, Brigade

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This week, POPSUGAR is hiring a social media editor, while We Are Social needs a social media account manager. Brigade is seeking a social media coordinator, and PBS NewsHour is looking for a social media editor. Get the scoop on these openings below, and find additional social media jobs on Mediabistro.

Find more great social media jobs on our job board. Looking to hire? Tap into our network of talented SocialTimes pros and post a risk-free job listing. For real-time openings and employment news, follow @MBJobPost.

Article courtesy of SocialTimes | RSS Feed

React Demolishes Engineering Silos So Facebook Can Reuse Code For Web, iOS, And Android

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Facebook Move Fast

Twitter Officially Launches Its Mobile Ads Manager

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Facebook Updates Custom Audience Pixel: More Data

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Facebook updated the data available to advertisers via its custom audience pixel, giving them more ad-targeting options.

Reader Or Fialkov of Fialkov Digital alerted SocialTimes about the update, saying that advertisers now have access to information including:

  • Websites and web addresses
  • New events such as search and add to wish list
  • Total traffic
  • Events tracking
  • The ability to share custom audience pixels with other ad accounts via Business Manager

New documentation is available here.

Advertisers: What are your initial thoughts on this update?

CustomAudiencePixel

Article courtesy of SocialTimes Feed

Social Media Jobs: Pratt Institute, Fidelity Charitable

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This week, Pratt Institute is hiring a social media coordinator, while Fidelity Charitable needs an editor of social media and digital content. GLOW is seeking a community manager, and Hunter Public Relations is looking for a social media community manager. Get the scoop on these openings below, and find additional social media jobs on Mediabistro.

Find more great social media jobs on our job board. Looking to hire? Tap into our network of talented SocialTimes pros and post a risk-free job listing. For real-time openings and employment news, follow @MBJobPost.

Article courtesy of SocialTimes Feed

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