Tag Archives: Facebook

How Much Does Social Marketing Really Cost? The Case of Nestle

22 Oct

Most companies involved with social media are quite interested in keeping costs under control — and ensuring that those costs result in real benefits to those firms.

With this mind, take a look at the infographic prepared by Percolate, a firm that uses software to connect and automate key marketing tasks:

“Across both B2B and B2C, the largest challenge digital marketers face is reaching their audiences with relevant content. Now that content has become the core vehicle for brands to connect with their audiences, it’s imperative marketers seek efficient, cost-effective content workflows to engage their audiences – which have fragmented across mobile and social.”

“At a 2014 AdAge Digital Conference, Nestle revealed that its teams produce more than 1,500 pieces of marketing content each day for its 800+ Facebook pages. What type of investment does that entail? We broke down the expected costs with our content partner Visual.ly to give you a full idea of what a Fortune 100 company like Nestle might spend on content marketing.”

 

 

Derek Jeter Post-Retirement: A Marketing Superstar Evolves

20 Oct

Now that the New York Yankees’ Derek Jeter has retired after a Hall of Fame career and the adulation of fans, he is focusing on his future. His marketing past — and present — has been pretty impressive (endorsement deals with Nike, Ford, Gatorade, Rawlings, Steiner Sports, Movado, Avon, and more).

Jeter’s marketing future is being meticulously planned and some projects have already been launched, just a short time after his September 2014 retirement. As Tom Van Riper reports for Forbes,

“Fenway may well prove to be the site not of a true retirement, but merely the final pit stop of a career transition. For all the millions Jeter has pocketed as a player, the real money is still ahead of him, ready for the taking. Statistically, Jeter is a borderline top 100 all-time player, plenty good enough to qualify for the Hall of Fame. His standing with the press and the public, though, reaches well beyond that. The reasons are easy enough to grasp: big market, iconic team, five rings, no PEDs, years of consistency, and, by all appearances, a modest, team-oriented player. A throwback in the age of the gyrating, ‘look at me’ athlete. Whether it’s straight endorsements or equity-based deals, ‘He’ll have offers thrown at him by companies that want to use his name,’ says Ryan Schinman, CEO of Platinum Rye Entertainment, a company that brokers deals between celebrities and corporations. ‘Jeter could make hundreds of millions post-career.’”

Jeter’s first big post-career project is The Player’s Tribune.

It’s also on Twitter.

And Facebook, of course!

 

Social Media Use Growing for SMBs

11 Oct

With the immense popularity of social media, more and more SMBs (small and medium businesses) are now utilizing such media. It’s not just for the big firms anymore.

According to BIA/Kelsey’s most recent “Local Commerce Monitor” (July 2014), which is ongoing research on the advertising behavior of SMBs), about three-quarters of the firms said they are using social media to promote their businesses — “more than any other category of media.”

BIA/Kelsey reported that:

“Facebook dominates SMB usage, with 55.1 percent of SMBs reporting they have a Facebook page for business use, and 20.0 percent reporting they have run a Facebook ad or promoted post. At the same time, strong showings by other platforms, including LinkedIn, Pinterest, Instagram, and Twitter’s promoted tweets, indicate the social space is highly robust for SMB marketing. SMBs reported spending 21.4 percent of their total media budget on social media in the past 12 months.”

“The survey covers over 35 different media and platforms used by SMBs for advertising and promotion. These media fall into 10 top-level media categories: online (e.g., search, display ads, blogs); traditional (e.g., direct mail, newspapers); mobile (e.g., search, SMS, display); local coupons (print and online); social (e.g., Facebook, Twitter); video (e.g., Web site videos, YouTube); broadcast; local directories (print and online); giveaway items; and community sponsorships.”

Here is an infographic summary.
 

 

Highest-Paid Marketing Executives

14 Apr

As we’ve noted before, marketing can be a great career field. There are millions of diverse and interesting marketing jobs in the United States alone. And marketers are often paid well, too.

According to Forbes, the total annual compensation for each of the top fifteen chief marketing officers (CMOs) in the United States was at least $3.3 million in 2013. Kathryn Dill reports that:

“Chief executive officers may be the face of an organization, but it’s often chief marketing officers who are responsible for the branding and identity by which consumers readily identify a company. So how are c-suite-level creative forces being compensated? To get a sense of what top tier marketing executives earn, Forbes worked with executive compensation firm Equilar. The 15 names appearing on the list have the highest salaries of executives with the word ‘marketing’ in their job title at all publicly traded companies in the U.S.”

“Topping the list this year is David B. Fischer, Vice-President of Business and Marketing Partnerships at one of the country’s most recognizable brands, Facebook. An alum of Google and the U.S. Treasury Department, Fischer joined Facebook in 2010 and is credited with building the social networking giant’s robust advertising platform.  In 2013, Fischer earned a whopping $8,009,343.”

Click the image to access a Forbes’ slideshow and to read more.

 

The Most Popular Social Media for Young People

24 Feb

Social media behavior has been shifting by platform among young people. This phenomenon has been the subject of a lot of research.

As reported by eMarketer, a new study by the Intelligence Group found that: “Nearly three-quarters of 14- to 18-year-olds in the U.S. said they used YouTube ‘frequently,’ compared with 60% who said the same for Facebook. Those ages 19 to 24 accessed YouTube more than Facebook, but there was just a 1-percentage-point difference between the two. The 25-to-34-year-old age group was significantly more likely to use Facebook than YouTube.”

And, interestingly, YouTube viewing fell for 25-to-34 year olds while Facebook viewing increased. Participation with iTunes, Instagram, and Twitter lags far beyond YouTube and Facebook for young people.

Click the chart to read more.

 

Is Facebook’s Acquisition Strategy the Right Approach?

20 Feb

In recent years, Facebook has been in an aggressive acquisition mode. The most famous acquisition — until today — was Instagram in 2012 for $1 billion.

Now, Facebook has announced a bid for messaging company WhatsApp for $19 billion. Does this bid make sense. Take a look at this Wall Street Journal chart.

Source: Rani Molla/Wall Street Journal

 

Consider these observations, as reported by Reed Albergotti, Doug MacMillan, and George Stahl for the Wall Street Journal:

“‘While monetization will take time, we think the potential size of the user base and strong engagement on WhatsApp should ultimately lead to meaningful monetization,’ Sterne Agee analyst Arvind Bhatia said, adding that 70% of WhatsApp’s users use it daily, above Facebook’s 62%. ‘We note that WhatsApp’s user base is nearly 2x Twitter and growing at a significantly faster pace,’ the analyst said.”

“WhatsApp has long been seen as a takeover target for Internet giants. Google had reached out to buy the company several years ago, two people familiar with the situation said, while two other people said deal talks between the two companies also took place recently. A Google spokesman declined to comment. While Facebook’s shares fell Thursday, the decline would have been worse if Google had purchased WhatsApp.”

 Click on the image for a WSJ video.


 

More on Being Smart Online

12 Nov

On several occasions, this blog  has discussed the topic of being smart online (click here, for example).

Now, we have another great example of why YOU MUST be smart when you use social media. Although the story below deals with college applicants, it really addresses this broader issue: Do we post too much material online that may hurt us at some point? For many, the answer is yes. So, BE SMARTER ONLINE!

As reported by Natasha Singer for the New York Times:

“At Bowdoin College in Brunswick, Me., admissions officers are still talking about the high school senior who attended a campus information session last year for prospective students. Throughout the presentation, she apparently posted disparaging comments on Twitter about her fellow attendees, repeatedly using a common expletive. Perhaps she hadn’t realized that colleges keep track of their social media mentions.”

“As certain high school seniors work meticulously this month to finish their early applications to colleges, some may not realize that comments they casually make online could negatively affect their prospects. In fact, new research suggests that online scrutiny is growing. Of 381 college admissions officers who answered a Kaplan telephone questionnaire, 31 percent said they had visited an applicant’s Facebook or other personal social media page to learn more about them.”

Click the image to read more.

Image by John-Patrick Thomas

 

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