Buried deep in PR firm Edelman’s recent In Brands we Trust? report is this small chart that looks at the “most effective channel sequences for earning trust in a brand message among non-customers.” Since earlier in the report Edelman’s research finds only one in three people are sure they can trust brands to do what is right for society, selecting the right channel for trust building is . Edelman recommends leading with peer, amplifying with owned, social and paid. Notable by its absence—what public relations professionals call ‘earned’ media (such as media interviews, op-eds, media tours, blogger relations, investor relations and an endless stream of news releases.)
Another Pew Research Center study released May 2, 2019 proves again that Millennials are technology usage leaders and early adopters, although older generations also “embrace digital life.” When it comes to social media use “the vast majority of Millennials (85%) say they use social media . . . (and) significantly larger shares of Millennials have adopted relatively new platforms such as Instagram (52%) and Snapchat (47%) than older generations have.” The Pew report goes on to say, however, that “there has also been significant growth in tech adoption in recent years among older generations – particularly Gen Xers and Baby Boomers.”
A weekly annotated curation of significant social web platform developments from the previous week, with links and carping marginalia as needed . . . Posted every Monday morning or thereabouts.
(Having missed my post last week due to travelling in Israel for two weeks, this post will be a simplified summary of major social media platform updates since April 29, 2019. Back to the normal post format next week.)
What Instagram gains, Facebook loses! Marketers are going to increase Instagram organic activities (as opposed to advertising), while Social Media Examiner’s 2019 Social Media Marketing Industry Report at the same time reports “that 10% of marketers indicated they'll be decreasing their organic marketing on Facebook. This is greater than for any other platform.”
Distil Networks published its 2019 Bad Bot Report last week that looks at the current state of automated web traffic, both good and bad. “Legitimate bot traffic (like, for example, the scrapers travel sites use to identify flight deals) as well as ill-intentioned bots (like those used to conduct denial-of-service attacks)” are compared in the report. One of the most startling findings, from my perspective anyway, is that most bad bot traffic originates in the United States not Russia as most people assume.
Well, there you have it. According to the USC Annenberg Center for Public Relations report ‘PR: Tech, The Future of Technology in Communication’ CEOs believe that the most valuable resources for their organizations in the future will be shared (social and online influencers) and owned (original content distributed through company channels) media — at 74% combined — with earned (media relations) and paid media (advertising) at a woeful 26% combined.
Snapchat owned last week!
First it added a location Bitmoji avatar check-in feature called ‘Status’ — “an option to share to the Snap Map a Bitmoji depicting what you’re up to at a certain place. You could show your little avatar playing video games, watching TV, asking Continue reading "Social Media Update 08.04.19"
Two things stand out from the report from which these two charts are taken and which was released last week from HypeAuditor on ‘The State of Influencer Marketing 2019’: A significant percentage of influencer accounts (between 40-70%) can be considered inauthentic; The most authentic — or fraud free — influencers are nanoinfluencers; that is, people with between 1,000 - 5,000 followers. Elsewhere in the study the nanoinfluncer sector is also shown to have the most rapid growth rate in followers . . . maybe because we trust them more?
Heading for the C-suite at an advertising or PR agency? Here’s what you can expect to make according to PR and creative agency consulting firm Gould+Partners in its recently published PR industry annual survey report: The Trusted Authority in PR Industry Trends and Best Practices.
Similar to a feature in WhatsApp, Messenger users now have “the ability to quote and reply to specific messages in a conversation . . . The feature comes as an expansion of the company’s existing reaction emoji. Now, when you hold down on an individual message, in addition to simply adding a reaction, you’ll be able to reply with a new ‘reply’ button, which will attach a quoted version of the original message to your response.”
The year 2018 belonged to podcasting, with all the variables in this survey from Edison Research called ‘‘The Infinite Dial 2019’ evidencing significant growth. “This is a watershed moment for podcasting—a true milestone. With over half of Americans 12+ saying that they have ever listened to a podcast, the medium has firmly crossed into the mainstream,” noted Tom Webster, Senior Vice President at Edison Research.
Facebook’s reputation continues to take it on the chin for reasons that are common knowledge, including security breaches, the Cambridge Analytica scandal, facilitating the spread of misinformation during elections and concerns about privacy protection. Which may explain Mark Zuckerberg’s release last Wednesday of what is being called a “privacy-focused vision for social networking.”
For the first time, digital ad spending is outstripping ad spending on traditional media. And the gap is expected to widen according to a February 2019 study by eMarketer thanks largely to expenditures on Facebook and Google. Only four years ago, “digital advertising was just half the size of the “traditional” ad industry four years ago in 2015” says Kurt Wagner at Recode which reported on the study.
According to Crimson Hexagon’s 2019 US Consumer Trends Report, streaming services are trouncing cable. And what genres are people most keen on streaming? Documentaries are by far the most popular. And the least appealing? Romances — take that Outlander!
Remember Periscope, Twitter’s live video app? Not to be outdone by Instagram and Snapchat in offering live-streaming, “Periscope is rolling outa new feature . . . that allows up to three guests join a live stream from their phones. It's the first time the live-streaming app has supported a group feature, and though it's audio-only for now, the service says it plans to add group video in the near future.”
I’m proud to announce the availability of The 2018-2019 State of Digital Transformation report.
Now in its fifth year, our annual “State of Digital Transformation” research continues to document the constantly evolving enterprise. As disruptive technologies and their impact on organizations and markets continue to progress, our research aims to capture the shifts and trends that are shaping modern digital transformation.
In 2018, strategic digital transformation is only becoming more pervasive moving beyond IT to impact competitiveness throughout the organization. Budgets are soaring. The list of disruptive technologies on the radar of stakeholders is expanding. Ownership is moving to the C-Suite and managed by cross-functional, collaborative groups. Customer experience (CX) continues to lead digital transformation investments, but as we observed in 2017, employee experience and organizational culture are also rising in importance to empower and accelerate change, growth, and innovation.
This year, it’s clear that digital transformation is
Statista: The Statistics Portal reported in November that revenue in Canada’s social media advertising segment amounts to US$2,279m in 2018, and that “revenue is expected to show an annual growth rate (CAGR 2018-2023) of 20.8%, resulting in a market volume of US$5,872m by 2023.”
No argument now: “Social media’s small edge over print emerged after years of steady declines in newspaper circulation and modest increases in the portion of Americans who use social media, according to a Pew Research Center survey conducted earlier this year.” Although declining as a source of news in recent years, television is still the most popular platform for news consumption, with local TV (37%) beating out cable TV news (30%) and national evening network news shows (25%).
Hootsuite’s Social Media Trends 2019 points to the “storifying” of social as one of the trends to watch in the coming year as people look for more personalized experiences than on the standard social platform and messaging news feeds. So far, WhatsApp is the ‘stories’ winner, but Instagram isn’t far behind.
The big news last week was Tumblr’s announcement it will no longer allow “adult content, including explicit sexual content and nudity (with some exceptions)”, in the interest it says of being “a safe place for creative expression, self-discovery, and a deep sense of community.” When it comes to child pornography of course this makes sense. But some have pointed out that its sexual content had Continue reading "Social Web Update 10.12.18"
All the unease about teens becoming alienated and lonely as a consequence of their addiction to social media, may just be so much wasted handwringing. The kids are on balance okay according to a Pew research study released last week. The research found that “teens credit online platforms like Instagram, Snapchat and Facebook with strengthening friendships (81 percent), letting them interact with a more diverse group (69 percent), and feeling as if they’ll have support during tough times (68 percent).” On the flip side, they do admit to “feeling overwhelmed by all of the drama (45 percent), pressure to only post what makes them look good (43 percent), and pressure to post content that gets lots of likes Continue reading "Social Web Update 03.12.18"
A poll conducted by SurveyMonkey for "Axios on HBO” concludes that U.S. adults still prefer to communicate in person rather than in digital formats. Maybe that’s what they say when asked. But reported preference and actual behavior are two different matters. And a preference for in-person communication doesn’t mean a choice favoring human interaction . Just take a look at people traveling on transit or walking down the street and notice how many even look up from their smartphones at the world around them.
So here’s the bad news for the major social media platforms from Recode . . . “Facebook, Twitter and Snapchat are no longer adding new users in the United States. Facebook’s daily user base has been the same for the past three quarters. Twitter and Snapchat have both lost users in the U.S. or North America, respectively, in back-to-back quarters.”
And because the North American market generates more advertising revenue per user by far than other parts of the world “these companies need to figure out other ways to grow their advertising businesses.”
The Public Relations and Communications Association's (PRCA) sixth annual Digital PR and Communications Report, produced in partnership with Ginger Research, found a 12% rise in ownership of Continue reading "Social Web Update 05.11.18"
Instagram has displaced Snapchat by a slim margin as the preferred platform among all teens according to Piper Jaffray’s ‘Taking Stock With Teens’ Fall survey of 8,600 U.S. teens between the ages of 14—18. For other takeaways about teen behaviour and purchasing patterns (e.g. Nike still tops in sportswear and streetwear, 1990s logo brands gaining momentum, and European luxury brands “seeing an uptick”) PJ’s infographic gives a free summary.
Messenger was revamped last week to simplify the user’s experience by removing some of the clutter, according to 9to5 Mac: “Messenger 4 has simplified its navigation, revamping the entire bottom tab menu. It starts with one-to-one and group conversations, which are now combined into a Continue reading "Social Web Update 29.10.28"