Category Archives: Uncategorized

Which of Your Pins Will Be Repinned On Pinterest?

Photo credit: Amy Gesenhues

Companies have started using Pinterest to market their products to the public. With pictures, text, and web links that can be saved to a user’s profile, Pinterest is a great social media outlet to take advantage of. However, the pictures used for the pins can make all the difference in getting products noticed and sold.

Curalate, a visual analytics and marketing platform,  has conducted a study on Pinterest pictures. To start, pins should not picture human faces. Pins that do not contain a face are 23% more likely to be repinned. It was found that  Pinterest has 4.25 times more images without a face on their social media site.

Another study found that pictures in color are preferred by Pinterest users. More specifically the colors red, orange and brown are twice as likely to be repinned over the color blue. Images taken in medium light are 20 times more likely to be repinned compared to images that are dark, and eight times more likely to be repinned than images that are white.

The directions, background and texture of a picture affects the pin’s popularity. A picture is more likely to be repinned if it is posted vertically.  Images with less than 30 percent background are repinned more, so a company shouldn’t post their product against a plain white backdrop. Also, images are pinned up to 17 times more if they have smooth textures instead of rough textures.

Pinterest can be used as a form of internet marketing. If companies set up their pins in a consumer susceptible way products will get noticed and repinned, hopefully leading to an increase in sales. Remember: forget the faces, blue is not the right hue, keep it light and upright, bring on the bold backgrounds, and be smooth.

What Images Get Pinned On Pinterest? Red Beats Blue, Portrait Over Landscape & Lose The Faces

 

 

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Value-Added Services in Digital

Growing a business is all about adding value to the customer experience and gaining their trust. Mobile makes it easier to discover customer needs and determine what features they find most important in a product or what things they are looking for. Companies like Nike and Procter & Gamble are doing an excellent job at providing value-added services to drive brand loyalty and recognition.

Digital marketing technologies such as mobile applications allow companies to create meaningful customer engagement and better meet customer needs anytime, anywhere. The Nike+ community is a perfect example of recognizing what customers need and providing them with solution such as tracking runs for avid runners. P&G’s created an app for its Charmin brand that shows the locations of public restrooms across the United States.

Providing services is one thing, but understanding customer behavior and interests is another. Aggregating comments and complaints into trends creates consistency in data which leads to better collaboration between departments. However, the easy availability of customer data can create unexpected issues for businesses, especially when it is unstructured. For businesses hoping to learn about what customers actually want, it is important that they listen carefully and hone in on what customers are truly saying.

Digital Hones Brands’ Value-Added Services

Photo by:  Seán Venn

 

SEO for Facebook’s Graph Search

Even though it has only been a few days, Facebook is already releasing some tips for the brand that wants to be seen more often in Facebook’s Graph Search. One thing that is important to note is that having a Facebook page is not necessary to be in the results of this search. If a person has created a Page for a brand or location, then that data will be searchable. This means it is best for the brand to control its own information by maintaining a page. This can be a huge selling feature for the digital media agency as it tries to recruit new clients.

The easiest tactic to improve Graph Search results will be to make sure the About section of the brand’s Page is accurate and up to date. People will be using it as a local search option, so inputting an address will open up those searches. This is important even if the address is not important to the service rendered, such as a social media agency, because it will then come up in local searches. Interaction with content on the Facebook Page will increase the number of connections Graph Search has to draw from. More tips will come along in time, but for now the agency needs to lay down the ground work from which other SEO tips will be useful.

SEO for Facebook Graph Search? Facebook has Some Tips.

Photo Credit: JayCameron

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Yelp Purchases Qype

In Europe the competition between the two largest location based social networks looks like it does here in the US, however it is not Yelp and Foursquare but Yelp and Qype vying for top spot. Today, the Yelp CEO announced that the two will be merging under the Yelp banner. This will help solidify Yelp’s standing in Europe as the go-to social network.

The merger will have implications for the social media agency here in the US. If a European were travelling here in the US then it would have been unlikely any Foursquare interactions would have occurred. The social media agency would have lost out on those customers if they did not have a presence on Yelp. It was also possible the Euopean traveler was not on Yelp and the social media agency would have had a hard time finding her to begin with. Today’s news changes that. Yelp is now the global leader and a presence on the network is essential for the agency and its clients.

The longer-term effect will be a broadening on Yelp interactions. Qype did have an API for third party developers. That technology will now be available to Yelp for further development and implementation. This will help Yelp become a more full functioning service offering better data to the social media agency.

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Microsoft’s AdCenter Rolls Out More Creative Ad Rotations

Having an arsenal of ads is important for the mid and the large sized brand. People respond to ads, but they are more responsive to differing ads. Multiple ads gain more exposure than a single ad displayed over and over again. Some time ago Google’s AdWords tested ad rotation based on differing metrics than just success, which is measured by higher clickthrough rates (CTR). Google received some flack for creating a 30-day period where the ads would reevaluate which ads were most effective. Many social media agencies cried foul because for them a 30-day period was not enough time to accurately measure ads.

Microsoft learned from the AdWords uproar and has implemented a new ad rotation feature to advertisers. It used to be that ads would rotate based upon higher CTRs, but a new feature available to advertisers allows an ad rotation that is more even. Even though CTR is one of the best metrics for ad evaluation, many advertisers want to expose people to more ads and not just the higher CTR earning ones. This is especially helpful for the social media agency because of Bing’s and AdCenter’s much tighter integration with social network data than AdWords can offer.

This new option is especially helpful as the social media agency experiments with ads. A newer ad, even if it its purpose is not a different experience, needs time before an accurate measure of CTR can be obtained. The old rotation option would move the newer ads to less exposure than established ads even if the newer ad turns out to be more effective in the long run. This move will also better help the internet marketing firm conduct A/B testing on ads.

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Facebook Testing Subscribe Button for Pages

A long time ago FaceBook switched from “Be a Fan of” to “Like” and that has caused some confusion among users. Many uses might like to follow updates from certain pages without having to tell others that she likes the brand. The simple solution would be a subscribe button similar to what is available on pages of public figures. That function, however, has not been made available.

The other day a ‘subscribe’ button was spotted and FaceBook has confirmed that it is now testing the button for pages. If this change is implemented, then it will require the social media agency to refine its numbers and ads. Currently some ads are only available to users that have liked certain pages. Would ads then be resolved to subscribers as well? This is something FaceBook will need to test for and announce and will require some diligence by the social media agency to figure out how to best refine ads.

This move could also be good news for brands and its agencies. As content creation becomes more and more important, implementation of a ‘subscribe’ button will help spread the content. There may be many users willing to see content and updates but not willing to like a page. This easing will help recruit more users into content dissemination. Overall, that will help marketing efforts on FaceBook reach more people.

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GM Withdraws paid Ads on FaceBook

General Motors has been one of the first brands to partner with FaceBook when new options for paid advertisements are made available. Now, days before the IPO, GM is withdrawing its paid advertisements. The announcement is that only paid advertisements will be withdrawn, which amount to about $10 million per year. GM does spend $40 million each year on FaceBook, so there must be some for-pay options that GM does find worthwhile.

It is important for the social media agency to note that GM is still very happy with FaceBook as a content delivery platform, that this announcement is only a scale-back and not a cessation. It is also important to note that no other large brand is making a similar decision. Ford is also a large advertiser and is not scaling down its FaceBook partnerships. If this speaks to a difference between the two brands in either campaigns or the contract with FaceBook is unknown. The social media agency should evaluate the differences and see why Ford is so pleased and GM is not.