Episode #201 - May 18, 2012
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This week on the Marketing Update, Ellie Mirman and Andrew Quinn discuss Americans spending more time on Facebook mobile, General Motors saying Facebook ads don?t pay off, Twitter launching a weekly email digest, using social media to promote milk, Google getting more lifelike, email not being dead, and ExactTarget wanting you to know their software.
Social, Mobile, and Email: Marketing Triple Threat
How to interact on Twitter: include #MktgUp in your tweet!
On the show today is Ellie Mirman (@ellieeille) and Andrew Quinn (@andrewtquinn)
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Americans spend more time on Facebook mobile
According to a comScore study, Americans spend more time on Facebook via mobile phones than its website.
78 million Americans (18+) use Facebook mobile and spend 7.3 hrs per month there on average, vs. total 160 million Americans who use Facebook and spend 6.5 hrs per month there on average..
Facebook has the most unique visitors, overall reach, and average time spent on the site compared to Twitter and LinkedIn.
Facebook?s struggling with how to deal with monetizing this usage, because they make all their money from ads on the website. But mobile?s tougher - there?s an even stronger rejection of display advertising on small mobile screens. Facebook is experimenting with Sponsored Stories.
Why was this such a surprise to Facebook?
Marketing Takeaway: Mobile is no longer secondary to web browsing. As mobile phones get even better, more and more internet users are shifting to using mobile for more of their research and activity online. Think about your customers? experience with you on mobile and what the implications are for your business.
General Motors says Facebook ads don?t pay off
GM is one of the largest US advertisers - spent $10M on Facebook ads ($1.8B ad budet/FB $3.7B total revenue).
They're cutting their ads, but keeping their pages.
Facebook has a global audience of 900 million users, hard to ignore that.
Facebook needs to prove fan engagement can turn into business for marketer - they're focusing on users and not on marketers.
Sounds like GM has a problem setting goals and closing the loop.
Marketing Takeaway: Regardless of the overall size of an audience, you need to be able to measure the effectiveness of your marketing. Closing the loop is key. You need to find ways to tie back the purchase of your product to the marketing you invested in.
Twitter launches weekly email digest
Twitter announced it will launch a weekly email digest of relevant tweets and stories shared by your network.
This comes after two recent acquisitions - Summify, a social news digest that looks at top stories shared in your network, and RestEngine, a personalized email marketing tool.
An effort to keep Twitter users engaged and discover more content.
Battles the 3 hour half-life of tweeted content, surfacing good content to more users.
Marketing Takeaway: Share your quality content on twitter and make it easy for others to share your content as well - it will make your twitter activity pay off even more.
Using social media to promote milk of all things
People always say ?I don?t care what you had to eat? - but milk producers do.
Launching a Social Media ?Listening and Engagement Center? to use social media to track breakfast conversations.
Tracking sentiment, engaging milk drinkers, and promoting the whole ?Got Milk? thing.
Millions of conversations around breakfast - tweets mentioning milk once every 5 seconds during peak breakfast hours.
Set up @milkmustache.com to respond.
Marketing Takeaway: Regardless of the industry or market you?re in, it?s important to know how the conversation is unfolding. Are people talking about your industry or your products? You just might be surprised what people are talking about and the insights it can give you to inform your marketing.
Google gets more lifelike
Google getting one step closer to getting the search engine to think like a human: Google Knowledge Graph
Understands real-world entities and their relationship to one another: things, not strings
Big change to how result