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Majority of consumers say they aren’t influenced by branded social media

WSJ Report Social MediaConsidering what I do for a living it worries me to see a report like the one Gallup published today. 62% of consumers say that social media has no influence whatsoever over their purchasing decisions.

Even 34% of consumers who like / follow a brand on social media said what they saw there didn’t influence their decision to buy.

Really? Or could it be that customers don’t know their own minds? I may not recall seeing an ad for a certain brand of peanut butter but still I choose that one over the competing brand when I go to the store. Coincidence?

Brand recognition is a huge part of social media. Those posts and videos and Pinterest pins may not lead to a direct click but over time they make an impression.

Facebook improves video ranking when you upload directly to the site

Facebook VideoFacebook says twice as many people are watching videos in their news feed compared to just six months ago. That’s quite an improvement and more video watchers means more people staying longer on the page – also a good thing. But Facebook is tired of being the middleman, handling videos the live on that other well-known social media site that is all video all the time. Facebook wants you to upload your videos directly to your Facebook pages and profiles and if you do that, you’ll get a reward – more news feed impressions.

As you know, the miniature librarians that run the Facebook stream, preview every piece of content and rate it on its value to each, individual member. They look at likes, comments and shares on other posts, compare that content to the current content then send the post in question on its way either down the “Share” chute or the “Nope” chute. Picture Willy Wonka’s factory but with posts instead of candy.

Friday Round-up: Snappy TV, Pinterest Photo Tuts and Facebook ‘Ads’ Value

Let’s close out the week with a look a few smaller stories that caught my eye this week.

Twitter Gets Snappy

SnappyTV

Twitter bought SnappyTV to strengthen their position as the social media channel for network TV advertising. SnappyTV is a suite of tools that helps you create instant, shareable highlights from live TV. It can be used to create clips, GIFs (ugh) or image stills so you can share the best moments just minutes after they happen. They emphasis live TV like sports and award shows but the example shows how the CW uses it to grab hold of those Vampire Diaries fans.

It’s a perfect fit for Twitter. We’ve seen campaigns like these during major events like the Super Bowl and the Olympics, now, with SnappyTV, we should see even more!

You can now post animated GIFs on Twitter. Yeah?

Twitter GifsAnimated GIFs make my head hurt. Anyone else feel like their eyeballs are going to explode when you watch one? Show of hands?

Well now Twitter has gone and opened the flood gates allowing these moving monstrosities to show up on Twitter.com and on the mobile apps. (No refuge at all!)

They announced this exciting change via a Tweet and not a single word of follow-up on the Twitter blogs. Perhaps they feel that GIFs are so universal, they don’t need explaining.

One thing is true, these animated story bites are popular world wide. Doesn’t matter what language you speak everyone understands an excited, adorable poodle.

Want to improve your paid search conversions? Buy a Facebook ad.

Paid search not performing as well as you’d like? Facebook has the solution. Buy just the right amount of advertising on the social network and your paid search conversions will rise by 19%. Pretty sweet.

The number comes from a study conducted by Kenshoo on behalf of Facebook. What I find odd is that they only include results from a single advertiser – Experian. While the results make for an interesting case study, they can hardly be considered conclusive.

 

Facebook Paid Ad Conversions

Here’s what they came up with;

  • There was a 19% average increase in total conversions among the people who saw Facebook advertising compared with those who saw just paid search advertising (no Facebook ads)

Facebook introduces Slingshot, the anti-instant gratification app

welcome to slingshotMost messaging and photo sharing apps are all about communicating faster. Send a message to all of your friends at once! Check the photo out now before it dispears! Forget 3 minutes – a 15 second video is where its at.

Then along comes Slingshot, the second app from the Facebook Creative Labs. Send your friend a photo message and he can. . . can’t. . . see it. . . all he gets is a pixelated blur. In order to reveal the true image, the receiver must send a message back to the sender.

I think they should have called it Volleyball because this back and forth can go on and on until someone drops the ball and gives up. (If you choose to swipe the shot away, it’s gone forever.)

Retailers believe in online marketing, so why are they still spending offline?

RetailMeNot contacted 200 marketing decision-makers at retailers that sell both online and in physical retail locations and have at least $50 million in annual revenue to find out how they feel about digital advertising.

75% said they believe that digital delivers a higher return on investment than offline advertising. They believe it, but they’re not putting their marketing money where their mouth is.

Digital spend

Looking at the total marketing budget, 51% is going to the digital side, 49% to offline. Why? Old habits and a lack of confidence. Only 27% of those surveyed thought of themselves as advanced digital marketers. Only 19% said they thought their current multi-channel approach was effective. Which means a whole lot of marketers think they could be doing better if they tried harder or had more training.