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Drew McLellan of Drew’s Marketing Minute has put together a concise cheat-sheet for CMOs looking to understand how to leverage social media platforms in support of their brands. Color-coded for easy reading: Green represents opportunity and red equals waste of time.
I’m thrilled that the IAB and 4As have rolled out Version 3.0 of the standard terms and conditions for online advertising. The two sections I love the most: One, that v3.0 addresses auction-based ad platforms such as Google’s AdWords and Digg’s Digg Ads. Two, indemnity for publishers and platforms — like Digg, Facebook, Twitter, Google and Yahoo — where some of the content is links to other publishers’ content.
Make the move, agency friends!
From Telegraph UK:
“The advertisement, for WPMI-TV in Alabama, showed the station’s anchors, Greg Peterson and Kym Thurman, with their top weatherman Derek Beasley, alongside the latest headline and the words ‘Right now on Twitter’.
“Unfortunately for the station, at one stage the top headline on Twitter read ‘Three accused of gang rape in Monroeville,’ and the misleading juxtaposition was caught on camera by a passing motorist as he drove through Mobile, Alabama.”
From a summary of a recent PostRank study published at Read/Write Web:
“The big picture is that total engagement with online content is growing while on-site engagement is declining in significance as off-site engagement like link sharing on social networks grows.”
In other words, more people are doing something with the content they read (commenting, sharing, voting), but they’re doing it on the large social platforms like Facebook, Twitter and Digg rather than in the comments fields on the sites where the content originates.
From eMarketer.
“Visitors are good, but loyal visitors are even better. Where can you find them?
“According to research by ad network Chitika, social sites Facebook and Digg are more likely to send returning traffic your way than search engines such as Yahoo!, Google and Bing.
“More than one-fifth of users referred to a site by Facebook visited at least four times in the course of a week. Less than 12% of Google-referred visitors were as loyal.”
The vast majority of traffic still comes from search engines, but this data suggests that while we use search to find a particular nugget of information, we’re more likely to use social media to discover new sites.
Even if your teeth have gone yellow from too many caffeinated beverages (like mine have), there’s a limit to how many banner ads you’ll look at for teeth-whitening products.
I don’t mean to single out banners for teeth whiteners, either. From Silicon Alley Insider:
“The number of people online who click display ads has dropped 50% in less than two years, and only 8% of internet users account for 85% of all clicks, according to the most recent ‘Natural Born Clickers’ study from ComScore and media agency Starcom.”
This is sort of weird, when you think about it. The web is all about clicking. We use it to discover interesting, important or entertaining content and click over to that content. Some of the most popular services on the web — Google, Twitter, Digg and others — are popular because they serve up links we want to click on. At Digg, for example, visitors click off to original content stories more than 90,000,000 times a month.
So maybe ads will feel more relevant to consumers (and thus work better for brands) if they feature the kind of content we look for online. One way to do this — one that’s very native to the Digg experience, anyway — is to encourage advertisers to re-aggregate stories that have already been popular on Digg. The stories might be about a brand’s products or services, or they might be stories of general interest to that brand’s customers. As we just announced on the Digg blog, Symantec is testing the model with banners that pull in popular security stories from the Digg archive:
Also, it’s important to point out that advertisers cannot promote stories that haven’t already been featured on Digg’s homepage organically. However, if the stories have passed the age of promotion eligibility (ie, they’ve missed their window to be featured on Digg’s homepage), they may be featured in a Content Ad even if they never did a tour on the homepage. In other words, Digg Content Ads allow advertisers to re-publish existing stories into ad banners, and give those stories additional exposure within paid media; but they can’t use this approach to artificially boost a story onto Digg’s homepage.
This is a work in progress, and we will iterate based on feedback from the Digg community. So keep the feedback coming!
(Note: An earlier version of this post attributed the Symantec Content Ad to the wrong advertiser. Sorry about that!)
Mashable reports on Chitika’s new study of the media consumption habits of 33 million web users in September 2009. One finding: Traffic that comes to your site from Facebook, Digg or Yahoo is more likely to become loyal traffic than traffic from Google, Bing or Twitter.
According to Google Ad Planner numbers turned into an infographic at Information is Beautiful, YouTube and LinkedIn have equal numbers of male and female visitors. Twitter, Facebook and most other social networking sites skew female. Except for Digg, which still does better with the boys.
I want to win a street that I can rename @ChasNote!
Above is a street in Palestine named after the Twittter handle of a non-profit patron. That and other examples of offline extensions of social-media ad campaigns at urlesque. ???? ????? ??????? ???
August 2009 Comscore data for unique US visitors to “social networking” sites. Graphic from USA Today. ???? ?????
