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Podcast Recommendation: Social Media Marketing with Michael Stelzner – Automotive Community

Podcast Recommendation: Social Media Marketing with Michael Stelzner

Recently I have been listening to Michael Stelzner’s Social Media Marketing Podcasts via Social Media Examiner and have both learned a lot and enjoyed Michael’s style.

He tends towards NOT over-complicating what businesses should be doing to effectuvely leverage social media platforms for marketing communications (MarComm) and customer relationship marketing (CRM), which I appreciate.  The periodic doses of humor Michael injects into his podcasts make them a resource that I continue to use and sometimes listen to more than once.

Shown below, I have displayed the latest blog post from Social Media Examiner that describes and provides access to Michael’s podcasts for ADM Professional Community members to take advantage of and try out… 

More and more I am finding that there are great resources for sparking innovation within the auto industry that are available from outside of the automotive specific vertical… Learning what works for other retailers and businesses can be a great source of inspiration for those of us who specialize in automotive marketing.

Selling With Social Media: 
A New Direction for Businesses

To learn about why you need to rethink the dealership showroom sales process in this social age, listen to this interview with Tom Martin for the Social Media Marketing podcast.

The Social Media Marketing podcast is a show from Social Media Examiner designed to help busy automotive marketers and dealership owners discover what works with social media marketing.

The show format is on-demand talk radio (also known as podcasting).

In this episode, listen to an interview with Tom Martin, author of The Invisible Sale: How to Build a Digitally Powered Marketing and Sales System to Better Prospect, Qualify and Close Leads. His agency is Converse DigitalTom shares the concept of painless prospecting and propinquity.

You’ll learn how to succeed in the changing social media sales landscape, and how your business can embrace these new strategies.

Share your feedback, read the show notes and get the links mentioned in this episode below!

Tom believes success is more about how buyers buy than the way dealerships and businesses want to sell. With the Internet, people can hide behind the anonymity of Google search.

You can do all your pre-purchase research without having to talk to a salesperson. You only have to talk to a person once you’ve made a short list of car dealerships you are interested in and want to test drive the vehicle before closing the deal.

Buyers use Google search for pre-purchase research.

Today’s buyer prefers this process, as it’s easier and more efficient. With this in mind, companies have to adjust.

In the early days, the power was with the salesperson, but with the knowledge available online today, the power is in the hands of the consumer.

Tom says as a business, you have to stop thinking about how you sell because you don’t really sell anymore. Instead you help buyers make a buying decision. When they make their decision, hopefully it will be in your favor. Although it won’t always be the case.

You’ll discover how your system needs to be set up properly and the approach you need to consider.

If you have a really good product or service, more often than not, you will win the conversion. Most people are turned off by people selling to them. The best way is to show them that you’re willing to help and that you always have their best interests at heart.

Listen to the show to find out more about how the approach to sales has changed.

An example of a business that has embraced new ways to sell

Tom talks about a camera store called Adorama based in New York that he used as a case study in his book, The Invisible Sale. Adorama only has one store, but does business in all 50 US states and 5 countries.

The camera store Adorama is used as a case study in The Invisible Sale.

Adorama has two sides to their business, B2C and B2B. Regardless of which side you look at, they approach it the same way. Their philosophy is to sell by sharing original educational content.

Even though it’s a photography store, they sell more than just cameras. They’ve built a Learning Center that includes Adorama TV, which is one of their huge content pieces. The Learning Center is a treasure trove of educational content.

There is everything from learning how to shoot a photo to discovering the best equipment.

Although their approach is to educate, when you watch one of their videos, you’ll notice easy-to-follow links to products below the video. You’ll find out how they used YouTube to allow people to reach that product.

Products mentioned throughout Adorama’s videos are linked for easy access.

In 2010, they saw a general growth curve, mainly due to the educational content they provide.

The moral of the lesson is that if you can make your buyer smarter and better because they are doing business with you, then Tom believes you will succeed in selling more to that buyer.

Listen to the show to hear why Tom relates it to fly-fishing and how it’s the same with modern content marketing.

What is a social agent and why is it important?

Tom describes a social agent as someone who doesn’t necessarily buy from you, but recommends you to a friend or colleague who might buy from you. A lot of the time, social agents can be your most valuable customers that you never do business with. They’re the best customers you’ll have.

You need to draw in your social agents through educational pieces. A relationship is formed with your brand or company when they see value in what you are doing. You’ll learn how Tom became a huge social agent for Adorama.

Listen to the show to find out the importance of empowering everyone to be a social agent for your company.

In The Invisible Sale, you reveal a process that helps people sell without cold-calling and advertising. Can you explain the process?

Tom calls the process “painless prospecting.” The concept is a spin on inbound marketing. The core difference is that most content and inbound strategies leverage search and keyword optimization.

As more and more businesses discover and deploy keyword optimization and SEO strategies, Tom believes that only so many will win the battle. It’s going to get more competitive and much more difficult.

Whereas painless prospecting is built on the concept of propinquity.

Propinquity is a scientific theory that powers the formation of relationships. It says that if you bump into someone a lot, the higher the likelihood of you touching them more often, reading their content or meeting them in person, the more likely you are to like that person, providing you like them each time you meet.

You need to build your dealership success on the concept of propinquity.

Tom’s painless prospecting philosophy is that you don’t walk away from SEO, but do get off your own blog.

You need to think and care more about putting great content on other people’s blogs. Tom advises you to treat every blog as your own. When you put content in these places, they are called Propinquity Points.

You’ll learn how to develop a strategy for this to make sure you stay top of mind.

Tom shares a quick overview of where you can find places to provide content, but there is a whole chapter (Building a Painless Prospecting Platform) in his book where the process is laid out.

Check out the chapter on Building a Painless Prospecting Platform.

If you pay attention to what is written by auto industry experts or your OEM you can usually sit down and list all the places that your prospective customers congregate online and offline. You’ll learn where these places might be. If you know the auto industry well enough, you will already know of 7-10 places without thinking. This is your first list.

You’ll discover how social listening software such as Radian6 or Sysomos can be beneficial to finding propinquity points for you.

Sysomos can help you find propinquity points for your business.

Once you find these points, you can create more opportunities for people to stumble across you and your brand. It’s a great way to get a good positive impression.

When you get off your own blog, your buyer doesn’t have to be in active research mode to stumble upon you. They might then click through to your blog and possibly sign up to read it. You’ll learn what can happen if you only stay on your own blog.

You could have people sign up to your blog who weren’t in active research mode.

You’ll discover why you do your best content work when you write for someone else.

Tom advises you to write 4 or 5 posts for other blogs, staged over a 2-week period and keep an eye on your Google Analytics to see what happens. You’ll notice that you drive more traffic back to your site.

The more you write for these larger audiences, the bigger your chance of people coming over to your site to check out your content. For every 100 people who read your content somewhere else, around 5% will convert to signups. This is how to build propinquity at a blog base.

Tom is convinced that the way to win today is to get out there and treat yourself like a media empire.

Listen to the show to learn about the invisible component in Tom’s book title.

What automotive marketers should avoid when using content to drive sales

Tom says there are two things automotive marketers should avoid. Most dealership marketing managers produce content at the wrong level. It’s normally the same single unit of content across their blog and podcast. So most feel that one blog post a week is enough without writing for others.

First you have to think about content creation as an ecosystem. You should never create one piece of content once. You should look for ways to repurpose it or even rechannel it. 

Make sure you repurpose your blog content.

You’ll learn about the ways you can turn one piece of content into more content.

Secondly, Tom states that there is a belief, especially among inbounders, that every piece of content needs to have a call to action. Although research proves calls to action get more conversions, Tom doesn’t really believe it. He feels there is still value in pure education.

You need to go out and educate your buyer. Don’t ask or expect anything in return. Tom states that most buyers know how to buy; you shouldn’t need to rely on a call to action for them to have enough confidence to contact you.

Listen to the show to find out why your content should always be of value.

This Week’s Social Media Question

Debra Keirce, a professional artist, asks, 

“As an artist, sometimes it will take years between contacting potential collectors and receiving a commission or a purchase. Are there specific social media tools that can be used to help develop, encourage and maintain these long-term relationships, so that the leads don’t go cold and people will recommend you to their friends, when at times they are not necessarily looking to buy themselves?” — DebKArt.

This is a great question on how to keep top of mind with prospects who aren’t ready to buy.

The first thing I would recommend is to make sure you listen to this particular podcast for some great ideas. Here are a few examples of what you could do with your business.

Key takeaways mentioned in this episode:

  • Create time-lapse videos that showcase your processes
  • Create educational pieces
  • Become the conduit to prospects

When you put yourself in the position of the resource person rather than the salesperson, every time you communicate with prospects, it’s a way to stay top of mind. If, and when, they are ready to buy, they are more likely to come back to you or pass your details on to another prospect. You need to have regular touch points.

You’ll hear an example of what I received from people in the voice talent industry when I was a prospect and how my realtor markets his business using social media.

I hope you find this helpful.  Listen to the show to learn more and let us know how this works for you.

Other Show Mentions

Social Media Success Summit 2013

Social Media Success Summit 2013 is a special online conference designed to help you master social media marketing (brought to you by Social Media Examiner).

Social Media Success Summit 2013 features Forty-five of the world’s leading social media pros and book authors will show you how. Instructors include: 

  • Jay Baer (Youtility)
  • Chris Brogan (Impact Equation)
  • Mari Smith (Facebook Marketing)
  • Michael Stelzner (founder, Social Media Examiner)
  • Mark Schaefer (Return on Influence), 
  • Jesse Stay (Google+ for Dummies)
  • Amy Porterfield (author, Facebook Marketing All-in-One for Dummies)
  • Experts from General Electric, Sony, E! Online, Kelly Services and Discovery Channel

Fully online. Click here to learn more.

We have finalized our brand panels and here are a few killer ones:

  • Instagram panel with Sony and E! Online
  • Online video panel with Discovery Communications and Salesforce
  • Pinterest marketing with Whole Foods and Target
  • Twitter marketing with GE and American Express
  • Facebook marketing with Walmart and NASA

We’ve got some incredible brands that will share what they do with social media. This is just a sample. There is an enormous amount of how-to content.

It’s an online conference, which means you don’t need to travel anywhere. It’s spread over an entire month and it’s live. If you want to learn more about it, be sure to check it out.

Help Us Spread the Word!

Please let your Twitter followers know about this podcast. Simply click here now to post a tweet.

If you enjoyed this episode of the Social Media Marketing podcast, please head over to iTunes, leave a rating, write a review and subscribe.

What do you think? What are your thoughts on car dealers selling new and used vehicles, parts, accessories and service with social media? 

via Automotive Digital Marketing Professional Community.

How MySpace Started Its Rebirth by Alienating Its Most Loyal Customers

How MySpace Started Its Rebirth by Alienating Its Most Loyal Customers

  How MySpace Started Its Rebirth by Alienating Its Most Loyal Customers

MySpace was, in many people’s opinion, the social network to be on for many years. In fact, in 2006, MySpace surpassed Google as the most visited website in the United States. The decline of MySpace began in 2008 as Facebook rose in popularity and became the newest social network of preference for many. MySpace’s user base has since declined from a peak user base of 125 million to its present day membership (as of June 2013) of 25 million. In 2011, a group which included singer Justin Timberlake, purchased MySpace and they vowed to revive the network.

MySpace has been focusing on attracting business presence and musical talent in addition to revamping the look and feel of their site. It appears that in order to achieve their goal, they felt it was necessary to delete “user blogs which had been maintained for upwards of six or more years,” according to this recent article in SocialNewsDaily.

While many users abandoned MySpace in the mass exodus that occurred between 2008 until now, these users remained loyal and continued to visit and use the site to record and share their daily thoughts and activities. This of course angered those fans that remained loyal; not just because of the loss of six or more years of their digital life; (which some users maintain as sort of a digital diary) but because they felt as if they are unimportant to the site they remained loyal to.

As one user wrote, “You have stolen six years of blogs and something that is priceless to me and cannot be replaced.”

MySpace has a long way to go and a definite uphill battle in its attempt to gain back market share and attention away from other more popular sites. By alienating their most loyal customers and deleting their loyal user’s content, they may have taken a huge step backwards. Big business and music talent certainly want publicity but what good is a social network that has no audience?

While MySpace may yet have to acquiesce and restore the blogs of their customers, they did at least recognize the importance of their customer base, even if only in words, when they made the following statement:

“Change isn’t easy and there has been a lot going on lately. We understand that this information is very important to you. Please understand that your blogs have not been deleted. Your content is safe and we have been discussing the best ways possible to provide you your blogs.”

The point is that loyal customers are the foundation of any business. Building your business on a solid foundation is extremely important. By threatening the instability of that foundation, MySpace may find itself in a position whereby the companies they want to attract have no reason to be there. A social network is, after all, not social if nobody’s at the party. Similarly, no business can survive without customers.

Automotive Digital Marketing Professional Community.

Vine Video Clips Generate High Engagement on Twitter

Vine Generates Surprisingly High Engagement Rates on Twitter

Marketing Research Report Shows That Tweets With Vine Uploads Create “Surprising” Engagement Rates

Socialbakers calls the results “surprising” and even “amazing” considering that Vine is so new – it was only just introduced to Android, having previously only been available to iPhone and iPad users.(The Socialbakers data is based only on iPhone and iPad engagement.) Now, Facebook isreportedly exploring video for Instagram.

In research released last month, Unruly Media shared some other findings about Vine (some of which may by now be obsolete given Vine’s growth trajectory, but interesting nonetheless). Based on data from more than 10 million Vines collected during a 1-month period, Unruly Media found that:

  • 5 tweets per second contained a Vine link;
  • Weekends were the most popular time to share Vines, by a sizable margin;
  • Most Vine activity occurred between 10-11AM EDT; and
  • Branded content accounted for 4% of the top 100 Vines tracked, compared to only 1% of content in the Unruly Viral Video Chart Top 100 Most Shared Videos that was branded.

About the Data: The Socialbakers data is based on an analysis of more than 30,000 tweets containing YouTube and Vine links posted over a 1-month period by selected brand profiles. The time period was May 5-June 5, 2013.

Socialbakers’ formula for Twitter engagement rate is based on replies, retweets, and favorites. The formula is listed below:

Twitter Average Tweet ER = ((Replies + Retweets + Favorites on a given day / # of tweets made by profile on a given day) / Total Followers on a given day) x 100

via Automotive Digital Marketing Professional Community.

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Erin Ryan Shows Simplified Version of Adding Google Author Rank to Your Blog

A Simplified Version of Adding Your Google Author Rank to Your Blog from Erin Ryan and the Automotive Digital Marketing Professional Community

A Simplified Version of Adding Your Google Author Rank to Your Blog

Anyone who is not SEO savvy or a coder may encounter difficulty when wanting to add your Google Author Rank to your blog.

There are tons, and I mean TONS of articles out there that try to tell you how to add it in a difficult way and after sorting through it myself, I thought a simplified version of how-to add your Google Author Rank to your blog was necessary.

Firstly, you must know that you need to have a Google+ account prior to claiming a Google Author Rank as it will verify your blog and help it get seen more and allow you to be recognized as an author by also putting a face to the name by adding your associated picture.

As your blog should be setup as a Google+ Business page and your blog’s URL is inputted, you will see a button that reads “link website”. This is when it gets a little complicated; a code will then appear and tell you to add it to the Head of your blog, which is great, if you knew where that was.

Let’s be honest, most of us bloggers, blog to blog. We are writers, artists and right-brained. Asking us to touch our Editor section within our theme is like asking us to do math without a calculator. Since each theme on WordPress varies it makes it even more difficult to locate. On this blog for example, I use the Intrepidity Theme which is not as straight-forward as to where everything is as perhaps Genesis does but is a great theme nonetheless.

After much hoping and wishing and copying and pasting without messing up the code. I finally found that it verified my website once I posted it within the home.php section of the WordPress editor for my theme prior to the end code.

What My Page Code Looked Like:

a href=”Your Page Generated URL” rel=”publisher”>Google+</a>

After jumping for joy and seeing the green checkmark appear on my G+ page (not profile). I then went and added the + sign before my name and hyperlinking it with the URL to my G+ profile (not page) with the ending including real=author…I know sounds foreign right?

Here is what it should look like when hyperlinking first you add +Your Name and then hyperlink it with

Google+ Profile URL HEREposts?rel=author

The Code needed:

<a href=”Google+ Profile URL HEREposts?rel=author“>+Your Name</a

Once it is clicked on you should be directed to your Google Plus Profile. You are now able to use that code in any author box or bio no matter the site you are writing on. You can see exactly what I mean by looking at my author bio below.

[NOTE: It will take a few days before you will begin seeing your image next to your writings]

You will need to preferably use an author box for the coding, since this works easiest. Secondly be sure to verify your Author Rank via e-mail and check through the Google Webmaster Tool. Make sure you follow the directions exactly.

Now Exhale.

[Google Author Rank image via 4mat]

via A Simplified Version of Adding Your Google Author Rank to Your Blog – Automotive Digital Marketing Professional Community.

Car Dealers Must Respond To Millennials On Social Media – Automotive Digital Marketing Professional Community

Car Dealers Must Respond To Millennials On Social Media

Millennial Car Buyers to OEM’s and Dealers:
Respond When You’re Being Spoken… “About”

An example of this confusion and possibly a double standard when it comes to online monitoring is that roughly 6 in 10 respondents aged 18-54 want companies to listen to what they say about them online (4 in 10 of the 55+ crowd). While at the same time, about half of the survey’s respondents think that consumers should be able to talk about companies online without those companies listening in. This desire for privacy increases for the 55+ age group, of which 59% do not want companies seeing what they post about them online.

But wait… There’s more (confusion) in these survey results!

Between half and two-thirds of respondents want companies to respond when they’re being discussed online, while the same survey reports that more than 6 in 10 also say that companies should only respond to online comments made directly to them (i.e. on their Facebook page, tweeted to them, etc.) You should download the PDF file of the report and take a look… In my opinion, what we are seeing is the variance based on where and what types of social media these comments are being made that reference a car company, make or dealership by name.

In an attempt at trying to poke fun at their own report’s findings, the authors note that the takeaway for automotive marketers and others who handle social media strategy is that they should be “telepathic.” Perhaps “empathetic” would be a better choice of words and not so much in jest… The next-best advice given is for marketers to:

  • Automotive Social Marketers should go beyond listening
  • Try to understand what consumers are saying
  • Consider the conversation’s context  
  • Deliver mutual value when engaging  
  • Show how listening can be a relationship-building tool rather than an intrusion

 

Other Findings:

  • Despite holding all these varied opinions about social media privacy, less than three-quarters of respondents (ranging from 62% of 18-24-year olds to 72% of 45-54-year-olds) know that car companies  or dealership employees might be listening to what they’re saying online.
  • Roughly 4 in 10 respondents aged 18-54 feel that dealerships and car companies listening to online conversations are intruding. That rises to 54% among the 55 and over demographic.
  • Attitudes regarding whether companies should monitor online conversations to improve products and services vary significantly among age groups, ranging from 40% agreement for the 18-24 set, to 57% for the 45-54 group, and back down to 37% for the 55+ set.
  • Slightly more respondents believe that a company should respond to them if they make a negative remark about the company in an online post than if they make a positive remark about a company in an online post.

About the Data: J.D. Power and Associates, in association with NetBase, conducted a survey in December 2012 of 1,062 U.S. consumers ages 18–55+.

Data Source: Marketingcharts.com/millennials-to-brands-respond-when-youre-being-…

eBook Source: info.netbase.com/SocialListeningeBook.html

Download the Social Listening and Big Brother eBook by NetBase and J.D. Power and Associates:  NetBase JDPower Listening and Privacy eBook.pdf 

  

BONUS CONTENT:

How Does a Car Dealership Create a Structured Response Process? 

In regards to the process around a dealership monitoring and then responding to online blogs, comments, posts and discussions where the dealership is brought up or mentioned, I started developing a process and work flow while launching the ADP Social Media Reputation Management Team in 2009 and 2010.  The work flow process chart shown below is based on something I saw published by the US Military in regards to how the Air Force responds to online comments and blog posts. 

When I left ADP and went to work for Tier10 Marketing at the beginning of 2011, we revised and upgraded the work flow planning for better results and more production efficiency. The chart below reflects the Tier10 Marketing version of what we recommended:

via Automotive Digital Marketing Professional Community.

Will Car Dealers Leverage Social Media Advertising for Competitive Advantage in 2013?

Will Car Dealers Leverage Social Media Advertising for Competitive Advantage in 2013?

Car Dealers: Social Media Matters When Seeking Your Competitive Advantage in Local Markets

In 2012, more than 1.4 billion people around the world used social networks, up 19% from 2011. But although the worldwide social network audience is enormous, it is by no means unified. Within the North American automotive marketing landscape social media based advertising continues to mature and develop capabilities that are simply unavailable in other media channels. As social networking giants such as Facebook, LinkedIn, Twitter, YouTube, Google+ and others grow and develop increased business engagement models, their ability to attract marketing and advertising investments from the automotive industry grows.

The chart shown below shows five years of social media based advertising spend with fairly steady growth. I predict a faster rate of growth going into 2014 as the targeting, messaging and creative engagement models provided by social networks continue rapid development and increased effectiveness in achieving automotive marketing objectives.

 

US Online Social Network Advertising Spend from 2008 to 2013*:

  • $1.175 billion (2008)
  • $1.295 billion (2009)
  • $1.335 billion (2010)
  • $1.420 billion (2011)
  • $1.515 billion (2012)
  • $1.640 billion (2013)

Social Network Advertising Spend increases from another perspective*: 

*Data source: eMarketer

ADM Professional Community members have access to all the data and insights we publish about social media. You can learn more about social network usage around the world below, but you can learn a lot more by visiting the ADM Professional Community daily. Complete the “Sign Up” form on the upper right of every ADM page to submit a membership application and start the conversation with experienced automotive marketers and people selling more cars using strategies and their tactics within the social media universe.

Usage patterns are highly developed and predictable in some regions, and unstable and changing rapidly in others. And while many people use Facebook, not all social network users do. Facebook has shown many users how to get their most satisfying results from time spent online, this has driven an increased familiarity with online social media in general, and a cottage industry of social networks specializing in specific subject matters. Homegrown social networks, especially those seeking consumers, enthusiasts and influencers in automotive niches will play a larger role over time in most major markets in both the USA and Canada.

Countries such as India and Indonesia are rapidly becoming major usage centers for social networking, particularly via mobile phones, and will each see their user bases grow more than 50% in 2012. This phenomenon, combined with Facebook’s staggering growth in the region, mean that in 2012, the Asia-Pacific region will, for the first time, be home to more Facebook users than North America is. As North American automotive consumers have become more accustomed and skilled at using social networks via their introduction through Facebook, many of them have ventured outside of the social media behemoth to participate in User Generated Content (UGC) sites, specialized blogs and forums, as well as other networks.

In more mature markets like the USA and Canada, automotive marketers are looking to use the social media presences they have already established to deliver relevant content to fans. Social networks are making it easier for businesses, especially car dealers to broadcast changing incentives and promotional offers that create the deals which drive both sales and service recommendations across a wider network of users in real time with improved location and mobile targeting.

With Facebook’s New Ads Manager and the growing maturation of the platform comes an increasing effectiveness for their paid advertising models.  

This in turn enables car dealers to leverage user profile based targeting that delivers the right message to the right automotive consumer at the exact right time. More and more North American car dealers are using the growing platform maturity and advertiser responsiveness at Facebook for a competitive advantage over their neighboring dealership competition which has ignored Facebook’s emerging capabilities.

Data Sources: eMarketer, Facebook and MarketingCharts.com 

via Automotive Digital Marketing Professional Community

facebook

facebook (Photo credit: sitmonkeysupreme)

Web Connected Car Buyers Spend Over 3 Hours a Day on Social Networks – Automotive Marketing

Web Connected Car Buyers Spend Over 3 Hours a Day on Social Networks

Social Networking Eats Up 3+ Hours Per Day For Car Buyers

American automotive consumers aged 18-64 who use social networks say they spend an average of 3.2 hours per day doing so, according to new research released by Ipsos Open Thinking Exchange (OTX).

Factoring in survey respondents who don’t use social networks, the survey finds that the average online American Car Buyer spends 2 hours a day social networking from a computer, tablet and/or mobile phone. Unsurprisingly, American Car Buyers who are social networkers aged 18-34 self-report spending more time than their older counterparts, and women outpace men in consumption, also.

Specifically, among American automotive consumers who are social network users:

  • 18-34-year-olds report spending 3.8 hours a day
  • 35-49-year-olds report spending 3 hours per day
  • 50-64-year-olds report spending 2.4 hours per day

In terms of the gender difference, female social networkers spend almost 40% more time daily with social media sites than men (3.6 hours vs. 2.6 hours), a finding consistent with earlier research from MyLife and from Burst Media showing women to be more active than men on social media.

Some other interesting demographic gaps emerge from the Ipsos research. Those include:

  • Social networkers with low household income spending more time than those with high household income (3.7 hours vs. 3.1 hours) 
  • Those with low education levels spending more time than those with high education levels (3.5 vs. 3) 
  • Business owners spending almost 50% more time than those who don’t a business (4.4 vs. 3) 
  • Senior executives and decision-makers spending 40% more time than those not in that position (4.2 vs. 3) 
  • Unemployed social networkers spending 3.5 hours a day on social media, versus 3 hours for the employed. 

The study breaks down actual hourly estimates per day, with some striking results. For example, roughly 1 in 5 users aged 18-34 claim to spend 6 hours or more per day social networking.

via Automotive Digital Marketing Professional Community

English: Semiotics of Social Networking

7 Things to Accomplish in Social Media in 2013

7 Things to Accomplish in Social Media in 2013

2013

A new year represents beginnings. It is a time to reflect on what was missed and make plans for improvement. This year is going to be a crucial one for many businesses with uncertainty in the economy, fluctuation in the social media sphere, and an awakening that is happening for many that social media is here to stay and is something that they need to master.  Competition is getting stronger thanks to this awakening.  It’s no longer an option to try out social media. The test drive phase is over. Either you’re in or you’re out. If you’re in, here are some things that you should strive to accomplish in 2013 that will make your social media strategy shine above the competitors:

  1. Get on the Google+ bandwagon before it becomes a bandwagon – In 2011, I said that Google+ had potential. In 2012, it started showing signs of having influence over searches, placement of reviews in the local section, and an increased engagement level on the social networking component itself. In 2013, it will go from an option to a “must have”. We saw this sort of necessity budding with Facebook in 2008 and Twitter in 2009. Google+ is different because it’s accelerating faster than any of its predecessors. Get going now or you may fall terribly behind.
  2. Make quality content the highest goal for website improvement – We’ve discussed it several times over the last few months and we’ll continue to discuss it for as long as it remains important. High-quality content is the key to both search and social more than it has even been in the past. Unique, important, entertaining, and informational content that can get the inbound links and social shares to your website can be your secret weapon in 2013.
  3. Consolidate your social media posting strategies – This is a challenging one to discuss and deserves its own blog post in the near future. There’s a difference between posting the exact same content to all of your social profiles and pages at the same time and consolidating the strategies in a way that will make the whole greater than the sum of its parts. It’s not that you will cross-post everything you have. It’s that you’ll want to make sure that everything from website content to Facebook posts to Pinterest pins are pointing in the same strategic direction.
  4. Get visual – The written word is harder to promote than the visual message. All of the major social networks love images. Most hate links. That doesn’t mean that you can’t try to make links a part of the message, but all too often it’s the only part. This has to change in 2013.
  5. Post higher quality instead of more often – If given the choice between crafting and promoting a single piece of content on Facebook and Google+ that truly resonates with the communities or posting a lot of good but not great content, I’ll take the former every time. Your posts have to pop or they’ll go nowhere.
  6. Grow your targeted following ONLY – There was a time when it was okay to get a boost on followers by targeting the whole world. It’s easier to get local followers to a big account than one that is tiny. Things have changed, though, and now it can actually damage the effectiveness of your accounts by being too large with untargeted followers. Tighten it up, prune when necessary, and stop trying to inflate your numbers.
  7. Build a true personality with your social profiles and stick with it – This is not a call to become the cat-picture poster of Facebook. There are plenty of those. It’s a call for businesses to personalize, to make sure that there is humanity within their social media posts. It could be regular promotions of a local charity, funny videos made by the business that can quickly become “a thing”, or just staying business-focused but with a real person expressing real ideas and offering real advice in their industry.

It’s hard to limit this list to 7. I actually had to cut off three of the tips I was going to give because they were too hard to try to fit into a list; they deserve individual blog posts of their own.There are so many other things that businesses should do in 2013 to make their social media shine like never before, but it’s better to start with a handful of achievable goals rather than be flustered by the failure of taking on too much at once. If you do these things, you’ll get better this year.Thankfully, nothing on the list is that hard.

via Automotive Digital Marketing Professional Community

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