Tag Archives: facebook

Social Media Continues to Grow

Social networking has rapidly become a staple activity in consumers daily live.
While the growth rate of social networks maybe flatting out, it’s because people are abandoning the platforms, it’s because social networking might be reaching the point of diminishing returns.

social-media● Currently, there are over 180 million social networkers in the U.S – that’s nearly 70% of consumers
● Over the past 2 years, the number of social media users grew by 9%
● By 2019, its estimated there will be over 200 million social networks
● While there are more Caucasian social networkers (113 million / 72.5%).
Those of Hispanic origins make up a higher percentage of users (32 million / 76.6%).

What Does This Mean To You?

If social media is not part of your marketing strategy, you are not only leaving potential sales – you are likely helping your competitors create a loyal customer base. Think of social media as a holistic media – not a one shot sales message. Your social presences should be an engagement point, a conduit for you to connect with potential customers.
The first step in creating a loyal audience is developing content your targets would be interested in.
The next thing you need to do is interact with those who comment on your content. Social media is a conversation. By communicating back with commenters, you build engagement.
If the comments are negative, don’t ignore them. But don’t get into a war. You won’t win it, you won’t be teaching people a lesson. Take criticism constructively and you might actually win customers out of it. Positive feedback is should be nurtured. They are a tool to grow business. . For more information on how to use social media to create more opportunities, please contact:


Sources: eMarketer;


Moms are Mobile!

Today’s moms are busier than ever. Mobile devices offer the conveniences and time savings to make their hectic schedules run like clockwork and give them some distraction from the daily grind. A recent survey shows just how moms are using smartphones to communicate, get information and relax on a daily basis.

moms● 90% of moms text at least once a day
● Nearly 80% access social media via smart phone
●42% play games and 32% watch videos on smartphones everyday
● Nearly 30% visit online parent communities and use instant messaging functions
● Roughly 20% of parenting information or health information
● 16% shop on their smartphones once a day

What Does This Mean To You?

Moms are usually the keepers of the family budget. Influencing them can lead to a loyal customer base. Moms reliance on mobile devices give you the ability to create multiple lines of communication. Creating a loyalty program will help you to monetize those communication lines. There is a good bit of research showing how moms tend to rely on the opinions of other moms. Using your social media assets to gather positive product recommendation about your business can help you gain favor with moms. Also look for relevant content to provide an attraction point. Developing content can help move you past being another company trying to sell them something and turn you into a trusted information source. For more information on developing new audiences, please contact:


Sources: eMarketer; BabyCenter

TV Multitasking Activities

How many people do you think just watch television?
Not watch and text, not watch and surf, not watch and shop – just watch TV?
A recently released report chronicles how many people multitask while viewing, what they are doing and how many adults just simply sit down and watch TV.

shutterstock_87446171 copy● Over 80% of consumers are engaged in at least one activity while watching TV. Less than one in five consumers are solely focused on TV
● Over 60% of adults are on the Internet while watching TV (40% via laptop/desk top and 23% via mobile device). There has been a slight decline in online use while watching TV in the past year.
● The percentage of people surfing via laptop or desktop has decreased by more than 10 points year over year (2013: 51% / 2014: 40%). Mobile device use is up 7 points
● 35% of adults are using a social network while watching TV
● Nearly 30% are shopping online and viewing
● More than a third are texting
● 30% of consumers are reading books, magazines or newspapers while watching TV and 7% are reading a book on an ereader

What This Means To You

Consumers’ multitasking while watching gives you the opportunity to expand engagement with viewers. Studies have shown that TV is the media that consumers spend the most time with and is the top advertising medium for driving purchase intent. By incorporating your web address and social information into your commercials, you can extend the reach of TV and create targeted approaches. Not only will it help to create a deeper relationship with viewers, it can help amplify your message through sharing. If you have an offer either on your site or on your social presence, make sure it is share able across all platforms. Give consumers the ability to not just “like” the offer but tweet (or retweet) it, email it and test it. An offer sent from a freed or peer will carry more weight than something you send out yourself. This is an effective way to create awareness about positive reviews and testimonials as well.
For more information on increasing engagement and developing new customers, please contact:

Al Fiala

Sources: Center for Media Research; Harris Interactive

Brands and Engagement Channels

We recently posted information on how many brands are not effectively delivering their message to consumers. Today, we’ll look at the mobile
pathways consumers are using to engage with the brands they love. Knowing
the channels they can help you jump start engagement and make your organization more efficient.

email_brand-awareness1-624x570● Six in 10 consumers are actively engaged with brands through mobile devices
● On average, consumers are connected to 10 different brands
● Over 80% of these mobile-ly connected consumers get email or a newsletter from the brand
● 47% have Liked a brand on Facebook
● 47% have also opted in to receive text / sms messages from brands
● 19% get brand originated push messages
● 12% follow brands on Twitter

What This Means To You

Consumers are actively bonding with brands through mobile devices. This activity puts your message in the palm of their hands through a device that is rarely more than a few feet away from them. More importantly, they have these devices with them when they are shopping in-store or while planning their shopping. The key to getting them invested in your brand is value. We all get enough email , what triggers you to open it? You have to find value in the message. On a consumer side, it could be a discount, new product offer or special savings on a particular product they use. While a general offer may get their attention – the more personal you make it, the more valuable the consumer will find it. Each consumer is different, so the things they put value in is different. This is why intelligence about your customers or target market is so important. CMR or loyalty solutions can you identify what your customers are buying – this can help you craft offers that are more personal. If these programs are not possible you, ask them a couple of question s when they sign up to get communication from you. If you let them know that this will help to lower the traffic to their inbox, they will be more likely to answer a few questions. For more information on creating deeper customer relationships, please contact:

Al Fiala

Sources: HipCricket; MediaPost

Social Networks And Baby Boomers

Baby Boomers remain to be a large and lucrative target market. They may have been one of the later segments to come to the social media party; they have become firmly implanted in it.

seniors_online● There are an estimated 77.3 million Baby Boomers in the US
● 60% of adults 50-64 actively use social media as do over 40% of those 65+
● In the past 4 years, the number of Baby Boomers on social media has tripled
● Seven in 10 Baby Boomers say they have a Facebook account, 40% are actively on FaceBook
● 34% have used YouTube and 13% actively watch online video on the network
● 39% have a Google+ account with 14% actively using it
● 31% of Baby Boomers have a Twitter handle and 12% actively tweet. Twitters biggest growth area has been among Baby Boomers
● One in four Baby Boomers say they are on LinkedIn with just under 10% actively using the network
● While Pinterest has a lower usage rate with11% having an account and 4% actively using it – Pinterest has a rapid growth rate among Baby Boomers

What This Means To You

The Baby Boomer audience is one that cannot be ignored. Social media gives you the opportunity to build loyal relationships with them. Because they aren’t as digitally jaded as other consumer segments, you probably have a great occasion of impacting their decision making through social media.
While many other segments use social networks to keep in touch with friends or to build support networks, Baby Boomers are mainly on social networks to stay in touch with family. Also, many Baby Boomers are also in a transition phase of their lives. Moving from work to retirement, possibly downsizing their residences, dealing with medical issues and insurance. Social networks can serve as an information source and a connection tool. For more information on strengthening your relationship with Baby Boomer consumers, please contact:

Al Fiala

Sources: Global Web Index; Pew Center

How Fast Do You Respond?

Before express shipping was commonplace, people didn’t think that 6 weeks was a long time to wait for the thing you ordered during the 2am infomercial. Before laserjet printers, waiting 5 minutes to print up that report on the dot matrix (then pealing the sides) wasn’t a big deal. Before email, 20 minutes to fax that 10 page document was perfectly acceptable. But technology has sped up the time frame of what we all consider acceptable. We want things shipped next day. If the thing you sent to print isn’t ready by the time you get to the printer, it’s frustrating and if the deck that you need doesn’t hit your inbox within 30 seconds of being sent – we check to make sure the network is up and running. But in many cases, businesses haven’t sped up their response time to match customer expectations.

Forum-Response-icon● Eight in 10 businesses believe they offer excellent customer service through social media – over 90% of consumers disagree
● Just 20% of brands respond to messages that require attention – that means 80% of communications go unresolved
● The average brand response time is 15 hours through Facebook and just under 8 hours on Twitter
● Overall 80% of Facebook users expect a response the same day as do 70% of Twitter users
● A large percentage expect it even faster – more than 40% of social
networkers expect a response within an hour and over 30% want to
hear back within 30 minutes

What This Means To You

What are your expectations when it comes to hearing back from one of your vendors?
Consumers have similar expectations. Either they are your customers and deserve the courtesy of a return message because they spent money with you. Or, they are prospective customers and if you do not give them the courtesy of returning their message now, how will you treat them after they buy your product? The first thing your company needs to do is create a strategy for consumer response. Not just time parameters but language that should be used. There is a great story that has to do with the Three Mile Island nuclear plant accident. The first person to issue a response was a Nuclear Engineer for the plant – while he was probably a brilliant person when it came to nuclear energy, his job was not public relations. A few times during the initial media contacts he used the word “Accident” instead of “Incident”. Either is bad – but what sounds worse, an incident at a nuclear reactor or an accident at nuclear reactor. What you say and the way you say it is important. Also determine a level of escalation. what things can a customer service or social media re do to mediate a situation and what needs to be elevated to a manager. For more information on meeting your consumers changing levels of expectation, please contact:

Al Fiala

Sources: Social Media Today; BrickFish; eMarketer

Socially Engaged Millennial Moms

Yesterday, we looked at how moms, particularly millennial Moms, are rely more on their mobile devices. Today, we’ll continue to celebrate moms by looking into the social activity of millennial moms.

1397150290000-kidstablets● Nearly 85% of millennial moms are on Facebook – that’s 15% higher than the general population
● Millennial moms also spend 24% more time on social networking sites
● More than 70% of moms use social networking sites for brand and product information
● 61% of moms say that social media helps them easily find the information
they need
● 92% of millennial Moms say they share family milestones through social media
● Nearly 60% of Moms have purchased an item because of another Moms recommendation on a social network
● 59% have bought something because a friend “liked” the product or brand on a social network

What This Means To You

Posts from a friend are 16% more influential to millennial Moms than posts from a brand, that’s pretty good.
But this is even better – Posts from another Mom are 44% more influential than posts from a brand. In yesterday’s post we layed out how much potential revenue can come from the mom market. The ability to maximize your share of the Mommy spend starts with you getting testimonials from them. Your voice alone will never have the same power as another Mom. Look for ways to organically create positive mentions from Moms. You can start by asking for them to like you on Facebook. If they do, Thank them. Start a conversation, Ask for their recommendation. Offering a discount to those who provide great testimonials is also something to investigate. Another idea to pursue would be asking permission to use these testimonials in your marketing. Not just digitally, but across all marketing platforms. This could be especially powerful with direct, targeted campaigns like direct mail, email and SMS. For more information on holistically increasing your customer base, please contact:

Al Fiala

Sources: MediaPost; BabyCenter