Which social media network drives the most ecommerce conversions. . .?

If you had to guess (and you do) which social media network drives the most ecommerce conversions, I’d guess that you’d say Facebook. Unless, of course, you’ve already seen this chart from the new “Myth-Busting Social Media Advertising” from AOL Platforms and Convertro.

The answer is (insert drumroll). . . .

YouTube!

But don’t hand over the rose bouquet just yet.

Convertro Social Media FunnelYouTube may have come out on top but it still didn’t make a very good showing with only 14%. Facebook came in second along with the much maligned Google+. How about that?

Isn’t that special: Google introduces AdWords Callout Extensions

What is it that makes your business standout from the competition? Award-winning? Open 24 hours? Only local ingredients? Free Shipping on All Orders? Whatever it is, Google is giving you a chance to tell the world with the new AdWords Callout Extensions.

Adwords Call outs

Callouts create an additional line of descriptive text underneath your existing ad. A callout must be less than 25 characters but you can create up to four per ad. You can’t use “gimmicky” symbols such as hearts and smiles (Do advertisers really use hearts and smiles on their ads?) and you can’t duplicate callouts – meaning you can’t just write “free shipping” four times.

For general campaigns, Google recommends words such as “special discounts” or “price-matcing.”

Twitter forces Twitpic to pull the plug on the photo sharing app

twitpic_350x350It’s hard to believe, but prior to 2011 you had to have a third party app if you wanted to share a photo on Twitter. And for the longest time, the app you were likely to use was Twitpic.

From 2008 to 2011, everyone used Twitpic including some very popular social media celebrities such as William Shatner, Kayne, Charlie Sheen and Paris Hilton (oh the memories. . . ).

The cool thing about Twitpic was that it also functioned as a photo album. People could visit your profile page and skim through your entire visual history. Here’s what Jessica Alba had for lunch 1043 days ago.

Seriously, Twitpic opened out eyes to more than just what celebrities have for lunch. It allowed millions of ordinary people to instantaneously share images of extraordinary things like this:

Mobile marketers, say hello to my medium friend

1399470_38547755This is the story of Goldilocks and Three Mobile Ads.

One day, Goldilocks was using her tablet to search for wolf repellent for her friend Little Red Riding Hood. Suddenly, a huge advertisement took over the entire screen. It was annoying and she had to stop what she was doing to make it go away. Too big, said Goldilocks and she continued to search.

Next, a tiny banner ad appeared at the very top of her tablet. She didn’t even notice it which is a shame because it was an ad for Talbot Brothers Wolf Repelling Capes. Too small.

Finally, a 300 x 250 medium rectangle ad appeared next to an article about cottage rental through Airbnb. Ah ha! It was just what she was looking for. Not too big. Not to small. That medium rectangle was just right! She clicked it and bought the gift for Little Red.

When it comes to brand building trust is ‘mission-critical’

In 2013 and 2014, Forrester asked consumers how they felt about 100 top brands. What they discovered was that consumers expect more of brands now than they did in the past. Top on their list of positive brand attributes? Trust.

Forrester Brand Resonance

Not too surprising. Seems like every day there’s a news story about a security breech or misuse of personal data. But there’s more to trust than that. There’s trust in the quality of your products, that you’ll deliver on your promises, that you’ll take responsibility for mistakes (whether you’re actually responsible or not.)

Consumers slowly warm to buying consumables online

Buying an ebook, concert ticket or software upgrade online is not only a no-brainer, it’s almost a given. You don’t drive to Barnes and Noble to buy an ebook and the last Ticketmaster booth in my area shut down along with the Tower Record store. (Which is sad because records are making a comeback.)

Buying an actual book, DVD or can of soup. . . that’s a different matter. With physical items, consumers have a choice and slowly but surely more and more of them are choosing online over off.

Nielsen’s new “Global Survey of E-commerce” report states that online purchase intent rates have more than doubled for half of the 22 consumer product categories.

8048-global-ecommerce-report-wire-1

YouTube Invites Selected Few to Test Fan Fund Option

Fan Fund on YouTubeAfter breaking the news at last month’s VidCon, YouTube is finally rolling out their new Fan Fund program. It’s in beta at the moment and only open to a select few but I have a feeling it’s going to take off like crazy by the end of the year.

With Fan Fund, YouTube fans can donate money to their favorite YouTuber with just a few clicks. Actually, let’s not use the word “donate”. That sounds too much like a charity situation. Let’s call it what it is, money to help a YouTuber you like keep doing what they’re doing.

Sounds crazy, doesn’t it? Giving money to strangers so they can live their dream? Not really. You pay to buy a book from your favorite author; to see a movie with your favorite stars; to download songs from your favorite band. How is paying for YouTube any different?