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Why everything you’re doing to engage fans is wrong…in a single chart

When Forrester asked marketers to share the channels they use to keep in touch with their customers, Twitter, Facebook, and YouTube topped the list.

It looks like we’ve all gotten caught up in the social media marketing hype, because it turns out, that’s not where our most loyal customers prefer to engage with us. Take a look…

Customer Engagement

Boom!

Didn’t see that coming, did ya? You did? Well pin a rose on your nose, ‘cos you’re one of the smart ones. While the rest of us try to increase our Facebook engagement rates from zero point some’n percent, we should be focusing on the customer outreach we have on our own sites.

Funny, followers and follow back; how social cues affect our perceptions on Twitter

Resident TwitterHow do you decide which Twitter accounts to follow? Which do you trust? Which Tweets do you reTweet? The obvious answer to all of these questions is, “the ones I think are interesting or entertaining.” But without evening knowing it, your choices are based on social proofs that you’ve picked up in a split second – unconscious cues that help you quickly decide what’s worth your time and what isn’t.

Digital agency Isobar partnered with researchers from Cambridge University, to see what types of cues are most likely to influence folks on Twitter.They ran tests using a Twitter account for a fictional clothing brand that was about to launch. Then, they tweaked different elements of the profile and recorded the results.

A Day in the Life of the Mobile Millennial Mom

Retro happy momAre we there yet? Almost!

We’re almost to that place where moms don’t even use computers anymore. They do all of their shopping and run the entire household from their smartphones with an assist from a tablet. It’s a magical place where everything gets done faster and easier leaving moms with more time to relax.

Ansible and Millennial Media just released a new report that examines the relationship between Millennial moms and their mobile devices.

As a group, these women spend 76% of their digital time on mobile devices and 50% of their mobile time is spent on shopping related activities. Did I mention that there are “13 million Millennial Mom consumers in the U.S. with a combined purchasing power estimated at $170 billion in annual spending”?

Zuckerberg was smart to acquire Instagram, as teens abandon Facebook for it

Oh no, Facebook is seeing trouble ahead for its teenage audience. Piper Jaffray conducted a survey of over seven thousand teens (13-19 year olds) and discovered that Facebook use had plummeted from 72% to 45%:

Screen Shot 2014-10-09 at 9.08.32 AM

Fortunately for Zuckerberg, they appear to be rushing straight to the welcoming arms of Instagram–now owned by Facebook.

Still, the social media mogul is not taking any chances with rumors that Facebook’s working on a new chat client that will allow users to chat anonymously–and without fear of their parents snooping on them:

The point, according to these people, is to allow Facebook users to use multiple pseudonyms to openly discuss the different things they talk about on the Internet; topics of discussion which they may not be comfortable connecting to their real names.

Facebook lays down new rules for social media researchers

Facebook researchWhen people found out that they were unknowingly being used as virtual guinea pigs in a Facebook social experiment, they got angry. The researchers were surprised and the Facebook tech team was “unprepared for the reaction the paper received when it was published.”

I’m not surprised by either response. People don’t like it when they feel like they’ve been tricked and researchers and techies have a tendency to be narrowly focused on the goal. You can tell me I’m unfairly painting these groups with a broad brush but in the majority of cases it’s true. It has to be true – because it’s how they get the work done. A researcher can’t get personally or emotionally involved with the subjects in an experiment because it would taint the results. It’s not a jab, it’s how it is.

70% of B2B marketers are producing more content, but only 21% are able to track ROI

TheĀ B2B Content Marketing 2015: Benchmarks, Budgets, and Trends, produced by Content Marketing Institute and MarketingProfs and sponsored by Brightcove–say that 10 times fast–is out and provides an interesting, if not concerning, glimpse of how B2B marketers are approaching their marketing strategies.

First, an alarming number haven’t written down their marketing strategy, which means, should they not turn up for work one day, their company is up a certain creek, without a paddle:

2015-b2b-research-content-marketing-strategy

Hoping that more equals more, B2B marketers are pumping out more content this year versus last year:

2015-b2b-change-content-creation

Lastly, only 21% of surveyed marketers report any kind of success in tracking their ROI, with 15% not even bothering to track!

2015-b2b-tracking-ROI

Study shows consumers are most receptive when they’re out in public

YuMe receptivityIf I’m up against a deadline and I’m pounding away at the keyboard like a mad woman – don’t tell me what you want for Christmas or what we need at the grocery store. I might hear you, but I won’t HEAR you because my mind is closed off to anything but getting that article done.

If you want me to pay attention to what you have to say, you have to wait until I’m in a receptive mood.

The same goes for advertising. The potential customer has to be in a receptive mood before they can pay attention to your ad. And you know where this is going. . . YuMe and IPG Media Lab conducted a study to find out when and where and why people are most receptive to advertising.