Weekly Recap - May 12, 2017

Click, scroll, banner image, navigation. Is your website user-friendly? Not only is content key but ease of use it too. According to DMN, content is also about user’s experience on your site. Because let’s face it, if consumers are coming from social or interactive video, they expect good experience. Take a look.

DETAILS, please

UX is content: Content is UX. Calls to action, visuals, navigation buttons. Are these website items pure "content"? Or are they part of a website's user experience (UX)?

Is interactive video the next big thing? 3 creative examples from brands. It's hardly a revelation to say that online video content is phenomenally popular. Millions of words have been written on the subject, and millions more will no doubt follow.

3 ways to make your branded content bingeable. We have become a nation of bingers. Some 70 percent of us binge-watch TV and consume an average of five episodes per session.

Meanwhile back at the RANCH

Nostalgia marketing is winning with Millennials: How your brand can benefit. Although they’re often viewed as a tech-savvy and forward-thinking generation, Millennials love an excuse to throw it back to the good ol’ days.

6 ways brands are empowering women in 2017. In the first quarter of 2017, brands came together on a very similar mission.

THE Topic of conversation

Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide, "Communicating with Visuals."

SHARING is CARING

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Weekly Recap - April 28, 2017

Good news for small businesses: 80 percent of consumers surveyed said they have used a search engine to find a local service or product, according to eMarketer. What does that mean exactly? Is it important? Consider seven questions when evaluating the quality of data, so says AdWeek. Notice any good interactive ads lately? Caught you streaming.

DETAILS, please

Most internet users prefer search engines to find local products. If you are an internet user, data shows you are likely to use a search engine to find a local business.

7 questions marketers should consider when weighing the quality of their data. Sets of numbers can be misunderstood if they lack integrity.

Why interactive ads are becoming the norm for streaming platforms. It’s all in the delivery.

The character count guide for blog posts, videos, tweets and more. When it comes to writing text for your blog and social media posts, many marketers wonder, "But what's the character limit?"

Meanwhile back at the RANCH

5 fast facts about Millennials' financial habits. With a median household income of $40,581, Millennials earn 20 percent less than their boomer parents did at the same age.

THE Topic of conversation

Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide, "Communicating with Visuals."

SHARING is CARING

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Weekly Recap - April 14, 2017

It’s been nine months since Pokémon Go made its splash on the scene. Now, the mobile game has garnered over 65 million monthly users. Other digital facts this week? According to Adweek, 51 percent of U.S. Snapchat users don’t engage with branded filters or lenses. Shocking. Advertisers, however, shouldn’t fret, Marketing Land is here to remind brands they should measure quality over quantity. Speaking of, how’s your Instagram strategy? Let’s unpack.

DETAILS, please

8 digital marketing stats from last week. Pokémon Go lifts up the hood, and Snapchat's app-installs are a hit.

Mobile engagement just got even more important for marketers. Don't let 'quantity over quality' be the mantra of your mobile-first business plan.

More than a pretty picture: Demystifying Instagram engagement for brands. Building an engagement strategy on Instagram isn’t the guessing game it once was.

Meanwhile back at the RANCH

When it's smart to take jabs at the competition. A little competition can be a good thing. Especially when brands engage directly with competitors.

THE Topic of conversation

Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide, "Communicating with Visuals."

SHARING is CARING

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Weekly Recap - April 7, 2017

Be honest. Have you ever bought something based on its packaging? According to Adweek, 50 percent of all shoppers have. Consumers are also interested in virtual reality. In fact, this digital trend accounts for 24,200,000 searches on Google. Another thing boosting searches? Virality. HubSpot has everything brands need to know, if and when they go viral. Take a look. 

DETAILS, please

Infographic: How ads, packaging and smartphones affect what shoppers buy at the supermarket. Survey helps brand marketers decode the path to purchase.

How do consumers really feel about 2017’s digital trends? There are some exciting digital trends causing a big buzz in the brand world.

Virality: 12 small brands that made it big. When you think of viral marketing, your mind probably wanders to that Oreos "You can still dunk in the dark" tweet, which garnered an enviable 40,000 retweets and Facebook likes during 2013's Super Bowl power outage.

Meanwhile back at the RANCH

How marketers and users can benefit from virtual reality. Virtual Reality (VR) is becoming one of the largest opportunities using sight and sound to create real experiences without actually being present.

THE Topic of conversation

Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide, "Communicating with Visuals."

SHARING is CARING

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How marketers and users can benefit from virtual reality.

Virtual reality is becoming one of the largest opportunities to use sight and sound and create real experiences, without actually being present.

Here are three brands that used virtual reality to market their brand:

Try Before You Fly – Marriott Hotels

How marketers and users can benefit from virtual reality

(Image courtesy of: www.vrlife.news)

New York one minute, Hawaii the next. As newlywed couples strolled the streets of New York City, they were given the chance to experience any particular destination they longed to travel to. Between the beautiful view of beaches to skyscrapers in London, Marriott Hotels gave consumers the ultimate travel experience without the physical travel.

Educational Experiences – Toyota

Toyota takes teens for a spin around town to not only preach that distracted driving is dangerous, but to show them the consequences by placing them in the situation. The 360 view makes it feel real for audiences and creates a deep, emotional outcome as if they were really behind the wheel.

Launch Opportunities – HBO

For the launch of 2016 season of the Game of Thrones, HBO, Facebook and Oculus collaborated to create an interactive 360 VR video to let users climb walls and walk around various cities of the show. Users reported how real the experience felt, even facing the emotion of fear as if they were really 700 feet above the ground.

How consumers benefit from virtual reality.

In the word of marketing, being able to immerse users in something that feels so terrifyingly real is a game changer.

However, VR doesn’t just benefit those behind the scenes; it can benefit those using the technology. One of the most interesting VR tactics is placing someone in real-life situations that generate empathy and human emotion. Jeremy Bailenson, the founder of Stanford’s Virtual Human Interaction Lab, has devoted years researching how VR can help understand those around us. For example, Bailenson conducted a study were the users became “color-blind” in the virtual world. The findings? Those who experienced a disability through VR were more likely to spend time helping those with that same disability thereafter.

Before VR you could imagine being color blind, see color-blind individuals through media sources,  but now users can actually walk through someone else’s shoes.

For more trends and insights, subscribe to our Brogan Weekly Recap.

Blog Category: 

Grocers are poised for Facebook greatness.

Grocers are poised for Facebook greatness

Some brands struggle to find purpose on social media. For lack of relatable brand content, they resort to posting random memes, celebrating obscure holidays and sharing inspirational quotes. It can be painful to watch.

They must envy grocers. Most community managers would gladly surrender five years of brand content for the content potential on just one shelf of the cereal aisle. “What’s in your bowl?” “Bran. It’s not just for breakfast.” “Are you more Captain Crunch or Tony the Tiger?”

More than content, grocers have the benefit of a highly motivated audience. Consumers don’t have to be baited into liking grocer pages. They naturally seek them out, according to an FMI study.

About half (53 percent) of all shoppers—especially younger Millennials—connect with food retailers through social media. Seventy-three percent of Millennials (age 18-27 in 2017) and 59 percent of Gen Xers (age 38-51 in 2017) are influenced by social media.

Not just any social media. Facebook is the preferred channel for grocery shoppers of all generations. Millennials use it most, followed by Gen Xers, Boomers and Matures. They use social to scout sales and promotions (73 percent) and new products (72 percent), and to find recipes (59 percent). This according to a separate study by UPS called Pulse of the Online Shopper.

What are grocers doing with all that potential? Not nearly enough, per yet another study by Retail Feedback Group (RFG).

RFG found that while most (87 percent) supermarket shoppers follow one or more social media channels, just 25 percent have friended or connected to their primary grocery store. This is most likely because grocers are not claiming their Pages or spending scant resources to manage them.

Enough already.

Attention Grocers: Your consumers want to be (Facebook) friends

It’s time to get serious about social media, else customers may fall in “like” with a competitor. Data suggest Facebook is the most popular platform for grocery shopping, so start there. If you’ve already claimed your business page and just need a little inspiration, skip to number 2 below. If this is all still very new to you, begin at the top.

  1. Claim your page. Facebook created a step-by-step tutorial for just this occasion. You’ll need a profile picture, which will serve as the main icon of your page. The icon is square. Obvious choices are brand logo or store name. You’ll also want to have a cover photo handy. This is the dominant image that stretches across the top of your Facebook page. The official dimensions are 851x315 pixels. This is prime real estate and should be reserved for marketing campaigns and longer-term promotions.
     
  2. Evaluate your resources. Identify a champion who will be responsible for managing the page. It will be their job to regularly update and post to the page and follow user activity. This position is known as the community manager. Identify a backup community manager in the event of illness, vacation or job change. The community manager will likely come from your marketing team as social media is part of the marketing function.
     
  3. Follow the competition. Peruse a few months or more of the competition’s Facebook feed. Look for posts that generate significant engagement, as well as campaign themes and regular promotions.
     
  4. Develop a plan. Facebook business pages come with lots of features--analytics, reporting, security and access, and more. Take the time to understand how to manage the platform and how you’ll measure success before diving into content. Pay close attention to analytics, reporting and access. Once you understand the tools, create a plan that includes cadence (how often you’ll post weekly), communication (your ideal response time), and monitoring (how you’ll keep abreast of activity and respond to both positive and negative comments).  
     
  5. Create a content calendar. Everything on Facebook is content—copy, images, video. It’s all considered content. This is what your consumers are craving. Start with a quarter, just three months of content. Original content is ideal because it will be most relevant to your followers. But it’s okay to share complementary content once or twice a week from brands that you carry. Your content calendar should support your marketing strategy. Think in terms of sales goals and traffic.
     
  6. Promote your page. Boosting posts can be an effective and inexpensive way to advertise outside of your fan base. This video explains how to boost a post in under two minutes.

For more on content development check out “Content marketing: 4 rules to follow.”

Facebook and Google are losing the war against ad-blockers.

Facebook and Google are losing the war against ad-blockers

Ad-blocking software popularity is growing across desktop and mobile devices, despite the best efforts of Facebook and Google to stem advances, according to PageFair’s 2017 Adblock Report.

All told, internet users worldwide had installed ad-blocking software on 616 million mobile devices and desktops by the end of 2016, a 25 percent increase from 2015 (491). Mobile use grew by 108 million and desktop grew by 34 million.

Ad blocking has gone mainstream.

Today, 11 percent of users have ad-blocking software. Male Millennial techies are partly responsible for the surge, but not totally. The average proportion of ad blockers in each of these age groups — 18-24, 35-44, 45-54, and 55-64 year-olds — is about 20 percent, according to the report.

What’s responsible for the growth in use? Most survey respondents cited security concerns (30 percent) and interruption (29 percent), followed by speed (16 percent) and ad overload (14 percent).

That’s not to suggest that respondents were completely ad averse. Most found some ad formats to be acceptable (77 percent), with more than half saying static banner ads are permissible and 35 percent preferring skippable video ads.

The bottom line? Consumers don’t mind advertisements. They even appreciate ads at times, provided they’re targeted to the right audience, at the right time, across the right channel.

No pressure. 

Want to keep up on the latest in marketing and advertising trends? Sign up for the free Brogan Weekly Recap.

Healthcare Checkup - February 2017

Out–are the days of looking good and in–are the days of feeling good, finally. Brands are taking a new approach to reach consumers looking to benefit their health. Today, consumers are looking for more relatable messages and attainable goals. They’re also looking to take a break from some of their social media feeds. But not after they indulge in a Facebook 360 Live video, of course. Let’s take a look.  

VITAMIN B&P.

Why brands are discovering new ways to advertise to fitness consumers. Look good, feel good? Consumers today might have proven that motivational message no longer effective.

MARKETING SUPPLEMENTS.

Deseat.me: A digital disappearance. Are consumers really looking to go off the grid? Are we in the beginning stages of a digital disappearance?

Facebook 360 Live: From a marketer’s view. 360 video is nothing new to the social world, but 360 video in real time is new to the world of Facebook.

INDUSTRY PULSE.

Looking to go beyond treating with a pill, healthcare firms are turning to mobile apps to help their patients. And if its personalized messaging, all the better. See here.

Moving beyond the pill in the healthcare sector. For the past several years, healthcare and pharma firms have been trying, with mixed success, to step up their beyond-the-pill programs.

Infographic: How to personalize patient marketing. The start of a positive patient experience begins with a consistent communication strategy.

MONTHLY DOSE.

Does your hospital marketing budget have you down? Download our free guide, "How to market your hospital on a tight budget," to learn budget efficient marketing strategies.

Facebook 360 Live: From a marketer's view.

Facebook 360 Live: From a marketer's view

360 video is nothing new to the social world, but 360 video in real time is new to the world of Facebook.

Launched late 2016, Facebook rolled out the new feature with National Geographic streaming live from Utah at the Mars Desert Research Station. The video captured a group of scientists at the habitat simulator, taking followers behind the scenes to the pods where the researchers had been living for 80 days. The scientists also hosted a live Q&A.

The gist? Facebook 360 lets you watch in real time, while having the opportunity to change the angle of your view point and scroll around to enjoy more content than ever before. 360 video and one angle video can be quite like the relation between a globe and a map. A globe illustrates the world in its full spherical glory, while a map can capture a specific angle.

Which brings us back to social media. Facebook 360 Live aims to give marketers more options on how to best present their brand and activate an experience. Here are some ways marketers have already used 360 video:

Advertising Product: Faraday Friday FFZERO1.

Tesla's rival, Faraday Friday, launched their electric car earlier last year. Also using video's newest technology to give users a 360 experience of what driving behind the wheel might actually feel like – or pretty close to it. If they didn't know about the FFZER01 before, they certainly do now.

Enhancing the brand: Jack Daniels' 360 Distillery Experience. 

Jack Daniels takes their followers for a 360 spin around the Jack Daniel Distillery so everyone can get a feel for the craftsmanship behind one of America’s oldest whiskey distilleries.  The 360 view makes audiences feel like they are almost there themselves, connecting with more than just the products Jack Daniels sells.

Sharing destinations: Rockefeller Center. 

During the most wonderful time of the year, this video showcases the Rockefeller Center skating rink. Although this video is not the most extravagant of the 360 videos that will be done, the simplicity allows viewers to capture true emotion – something that may have been difficult to do through one simple angle.

Facebook 360 might not be life changing for everyday Facebook users, but for content marketers it can make all the difference. Using this platform not only allows for a better view of content, but transports followers into content right from their fingertips.

With the feature being new and upcoming it is hard to tell how 360 live video will mainly be used while people are still experimenting. However, whichever way it is used, we have a feeling content creators are going to love telling stories from new angles (and taking you along for the ride!).

To stay up to date with all of the social media changes, all year long, subscribe to our Brogan Weekly Recap.

Weekly Recap - January 13, 2017

Let’s talk UGC, shall we? Do you use branded hashtags? According to Adweek, 54 percent of Millennials want their friends and the brand to know they like the product, whereas 50 percent of Boomers do not. Want more facts? Try this, Samsung Electronics America noted VR users have consumed more than 10 million hours of 360-degree video content within the last year. Even Forbes is crystal-balling 2017 to be the year visual content will reign. But, keep in mind, consumers are still looking to reduce all the noise. Take a look.  

DETAILS, please

Infographic: How Millennials and Baby Boomers consumer user-generated content. And what brands can learn from their preferences.

Here are 8 interesting digital marketing stats from this week. The first week of 2017 didn’t disappoint when it comes to digital marketing statistics. See for yourself.

Top 10 trends that will transform digital marketing in 2017. Social and digital marketing have hit their stride—and it’s time to review the lessons learned from last year. 

Meanwhile back at the RANCH

Deseat.me: A digital disappearance. Are consumers really looking to go off the grid? Are we in the beginning stages of a digital disappearance?

THE topic of conversation

Authenticity. Discover which brands are getting real and how to market authenticity across genders, generations and ethnic groups. Download our free whitepaper “3 Rules to Creating an Authentic Brand.”

SHARING is CARING

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Weekly Recap - January 6, 2017

Shhh. What’s that? A muted ad? Pandora is slated to roll out muted video and responsive display ads this month and marketers aren’t the only ones excited. Users are too. In fact, three of four people surveyed prefer the new ad experience altogether. And it’s right on trend. HubSpot notes that by 2017, video will represent 74 percent of all internet traffic. It even makes Forbes’ top five social trends that will dominate this year. And if you want to take your video targeting to the next level, eMarketer has some tips.

DETAILS, please

Pandora’s muted video and responsive display ads are a big hit with marketers. According to Pandora, the ads—which will roll out beyond beta on Jan. 19—have shown promising results during early tests. 

42 visual content marketing statistics you should know in 2017. Here’s what’s new and next in for visual content marketing.

5 social media trends that will dominate 2017. Social media is one of the fastest changing industries out there. So, here’s the latest and greatest trends to look out for.

Taking video ad targeting beyond demographics. Demographic targeting (using consumers’ age and gender to make media decisions) continues to be used widely, but advertisers are raising questions about its effectiveness.

Meanwhile back at the RANCH

Are you keeping up with Brogan & Partners? Follow us on FacebookTwitterInstagramLinkedInYouTubeGoogle+ and Pinterest.

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A Year in Review: Facebook.

A Year in Review: Facebook.

For Facebook, every year brings advancements and enhancements—and 2016 was no different.

With a strategic goal to make the world more connected, the Facebook team added new functionality, created new technology and worked to improve features that already exist.

Which made the most news? Let’s rewind.

  • Live video expanded. In December 2015, Facebook started testing live video. Then, certain accounts were granted access to go live, but now, both iOS and Android users can start a live stream in seconds.
  • Instant video exploded. To keep up with Facetime, Facebook Messenger made video calling an everyday option. 
  • Facebook Reactions appeared. The people had spoken, and Facebook listened. Kind of. For years, users begged and pleaded for a “dislike” button. And while they didn’t get exactly what they asked for, they did get icons that could convey other emotions, like “love,” “haha,” “yay,” “wow,” “sad” and “angry.”
  • Friends and family came first. Facebook announced they were more determined than ever to keep users connected to the people, places and things they actually wanted to be connected to. Translation: Content people cared most about started appearing higher in newsfeeds (even higher than before).
  • Information became even more important. Whether you’re looking for a news event or just a new recipe, now, you’ll probably find it sooner. Because Facebook values informative content, that also took priority in newsfeeds.
  • There was more to do in Messenger. A new design brought a new ease. In June, users started seeing their most recent messages at the top of their screen, a “favorites” section that let them quickly access the friends they frequently talk to and an “active now” section to see who’s available at the moment. By July, more than 1 billion people were using the app every month.
  • Users could spend time (and money) in-app. In September, Facebook started experimenting with transactions in Messenger. Customers could check out with just a few clicks, without ever leaving the app. 
  • Actions got easier. October brought the functionality for consumers to get more from brands—faster. Now, users can order food, request an appointment, get a quote and get tickets directly from Facebook. (This is still being rolled out, so stay tuned!)
  • Recommendations rolled out. Asking for advice about a product or service? Simply switch on the Recommendations for that post, and your friends can comment with suggestions. Can’t they do that already, you ask? Well, a bit. But with this functionality, you’ll see all of your friends’ suggestions mapped out and saved in one place.
  • People expressed their hate for clickbait. To combat this, Facebook built a system to identify and demote any posts that appear to use clickbait headlines.  
  • Video streamed on bigger screens. This year, users got the ability to stream Facebook videos on their TV, through devices like Apple TV and Google Chromecast.
  • Social media met social good. The launch of Community Help lets users ask for or offer assistance after a natural disaster.
  • Fundraising got more fun. New in November, Facebook users were able to add a donate button to their own live videos, as well as their posts.
  • Metrics mattered more. Also in November, Facebook set out to give Pages more clarity and confidence about the insights they provide. They changed the way certain things were measured, as well as the descriptions for each metric they record.
  • 360-degree photos were shared. Show off the world around you… literally, all the way around you. By snapping a panorama or using a 360-degree photo app, users can now post bigger, better shots from their day. Friends, family and fans can then explore the image just by tapping (or clicking) and dragging.
  • Artificial intelligence helped blind people “see.” Facebook is a visual platform—extremely visual. But, according to the platform itself, more than 39 million people are blind, and more than 246 million people have a severe visual impairment. Realizing this, Facebook launched an object recognition technology to generate descriptions of photos shared across the channel.
  • Users drove the ad experience. To expose people to fewer “bad ads,” Facebook let users take matters into their own hands. Now, if a user wants to stop seeing ads about a certain topic (anything from ice cream to Iceland), they can remove it from their ad preferences. Additionally, they can request to stop seeing ads from certain businesses or organizations.
  • Windows welcomed the app. Because more and more people were using Facebook on Windows 10 computers, the platform rolled out an app specifically for their desktops.
  • Marketplace launched. To buy and sell, user to user, just tap the shop icon at the bottom of your app. This year, Marketplace became available to everyone older than 18 years old in the U.S., U.K., Australia and New Zealand.
  • Workplace went worldwide. Now available to any company or organization across the globe, Workplace helps to keep coworkers connected.
  • Users started finding events with ease. With hundreds of millions of Facebook events, FOMO got even more real. That’s why Facebook launched a new app, designed specifically to keep calendars full. Events from Facebook shows what’s happening when with an interactive map that’s definitely worth exploring.

What will 2017 bring? We’ll be standing by.

To stay up to date with all of the social media changes, all year long, subscribe to our Brogan Weekly Recap.

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