Social Marketing

Marketers concentrate so much on consumer behavior, but what part does the behavior of brand marketers play when they attempt to connect with existing and potential customers?

The fact is, many of us spend an egregious amount of time using social media (sharing tweets, commenting on FB posts, etc.). We lose ourselves in our ever updating feeds. The more curious among us even try to quantify the hours and minutes spent on social networking each day. But I’ve often wondered: What is our behavior post-click, when we actually interact with a link one of our friends shared socially?

We have learned through the ColectivaLatina community of influencers what she buys, how much she spends, how often she shops and whom she takes with her is very different.

Leading up to this year’s Oscars, Sprint’s new “Framily” plan gained more than 40 million Twitter impressions through a paid and earned campaign with actress Shay Mitchell and online community HelloGiggles. Scott Zalaznik, vice president of digital at Sprint, spoke with eMarketer’s Danielle Drolet about advertising opportunities that exist in a post-IPO Twitter.

Latina Mom Bloggers and The Center for Hispanic Marketing Communication at Florida State University (The Center) released the results of a national survey on blogger trends among Latinos. The findings identify attitudes toward blogging as a business and opportunities currently influencing blogging as a profession among Latina bloggers.  

Los Tweens & Teens has announced the expansion of its Board of Experts.  Together these women will contribute ongoing content to the growing Los Tweens & Teens media platform with expert tips, ideas and resources for parents in areas related to sports, education and emotional well being.  

Advertisers cite three reasons why they’re increasing spending on Twitter: The social network’s tie-ins with TV, its real-time nature and its willingness to partner closely on creative executions. Other developments that will drive growth this year include improved analytics, more ad offerings for international markets and additional ad products in the direct-response and ecommerce areas, according to a new eMarketer report, “Advertising on Twitter: Unique Opportunities Outweigh Slowing User Growth.”

Digital omnivores – those consumers who own a trio of tablets, smartphones and laptops – continue to grow, driven by the proliferation of new platforms and increased device adoption.  Deloitte’s eighth edition of the “Digital Democracy Survey” (formerly the “State of the Media Democracy” survey) reveals that over one third (37 percent) of U.S. consumers are now digital omnivores, a 42 percent growth over the previous year. This growth is primarily driven by continued tablet adoption (33 percent increase) and, to a lesser extent, smartphone ownership (18 percent increase).  Moreover, women, who made up over one-third (35 percent) of omnivores two years ago, now account for 45 percent of this group.

One of every six times a viewer is watching primetime TV, that viewer also is using social media, according to a Council for Research Excellence (CRE) study.  About half of social media activity while users are watching TV relates to the TV programming.

Sweet Spot Marketing, a Kansas City-area search engine marketing agency specializing in search engine optimization and paid search advertising, has launched a new marketing initiative aimed at serving the web-marketing, search engine optimization, and paid advertising needs of Spanish-speaking businesses and their customers around the Midwest.

Despite a successful IPO, brands using Twitter to boost marketing efforts are still uncertain as to Twitter’s true value. According to a recent survey conducted by Social Media Marketing University, 45.1% of brands reported that ‘measuring ROI and results’ is their greatest challenge when using the platform for marketing, followed by ‘building an audience’ (42.1 percent) and ‘engagement’ (36.8 percent).

Lopez Negrete Communications, Inc. unveiled a new Social Media Intelligence Center at its Houston headquarters. The new state of the art command center will be utilized by the agency’s digital and social media teams to monitor, analyze and engage real-time social conversations for its premier list of clients.

I’ve accumulated perhaps dozens of identities across various social platforms over the years.

Terra, a global digital media company and content producer with a presence in 19 countries, is proud to announce “Terra Live Music in Concert” with Juanes, an exclusive live-streaming music performance featuring the vibrant Grammy-winning superstar Juanes, on Wednesday, March 12th at 10:00pm ET to debut his upcoming new album “Loco de Amor” (“Crazy from Love”) which will be released globally the day prior.

Social media marketing is hardly the new kid on the block anymore. eMarketer estimates that among US businesses with at least 100 employees, 87% used social media for marketing last year, and 88% will do so this year.

Pepsi Mexico’s latest 360 campaign turned Mexican soccer idol Oribe Peralta from “Horrible” to “Gorgeous” (Hermoso).

The auto industry ecosystem should do more to leverage social media as a platform for driving business leads into sales pipelines, argues a new report by the Chief Marketing Officer (CMO) Council. Social media is stimulating extensive auto-related conversations and content that create major opportunities to identify likely buyers and engage them based on their preferences and purchase intent, according to the report, which is entitled “Turning Social Feeds Into Business Leads.”

Changing growth patterns point to a changing future for Twitter. In the US, the site has passed the early-adoption mark and is settling into a pattern of more mature growth across demographic groups. By 2016, more than 25% of internet users 12 to 44 will use Twitter at least once a month, according to new figures from eMarketer.

Understanding online social behavior is vital for brands and advertisers that want to engage with their audience in meaningful ways.  The Hispanic community is a highly social and influential audience with nuanced sharing behaviors across the web and on mobile devices. Because sharing is a direct measure of consumer interest and intent, we believe it’s vital for brands to understand how Hispanic consumers are using social channels and devices.

Teens may not have plans to ditch Facebook any time soon, but recent polling found that they’re spending more time with YouTube than the social network.