3223 Results

social media

Search

Nearly all business executives (91%) anticipate their company’s social media investments and budgets will increase over the next three years, and 62% of consumers note businesses that do not have a strong social presence will not succeed in the long run.

Social Media sits at the center of people’s daily lives and businesses are increasingly reliant on social data to inform strategic decision-making across an organization. In fact, according to new research commissioned by Sprout Social —an industry-leading provider of cloud-based social media management software—and conducted online by The Harris Poll, 85% of business executives report that moving forward social data will be a primary source of business intelligence for their company, and nearly half (46%) expect their company’s social media marketing budget to increase by up to 100% in the next three years. These plans align with consumers’ needs—the data shows that going forward social media is the #1 preferred way to learn about brands, ahead of all other channels including email, or TV and print advertising.

The Harris Poll, on behalf of Sprout Social, surveyed more than 1,000 US consumers and 250 business executives to understand how people and businesses use social media today, and how they plan to use it in the future. The report, “The State of Social Media: After a Year of Transformation, Executives Are All-In on Social,” reveals the importance of social media as a business strategy, its role as a cornerstone of customer experience, and the challenges facing brands in achieving success.

US companies today rely more on social media than any other communications channel for virtually all critical business activities.

Intelligence to Provide a Curated Experience

The report found that today’s consumers expect brands to use social media intelligence to provide a robust, curated experience. Social media investments are definitely needed when it comes to gather data and convert it into intelligence. And while most executives are aligned on the importance of social media for their business, they are not confident in their company’s ability to meet the needs of their customers on this mission-critical channel. Fewer than half of executives describe their current social media strategy as ‘very effective,’ while 90% of executives agree their companies need to more effectively use social data to understand their customers.

Social Media Investment
Anna Ginovker, Director and Senior Consultant, The Harris Poll.

“Our research shows that US companies today rely more on social media than any other communications channel for virtually all critical business activities,” said Anna Ginovker, Director and Senior Consultant, The Harris Poll. “Whether for sales or lead generation, engaging with customers, building brand awareness or for gaining customer insights, nearly all executives (95%) agree companies will more heavily rely on social data to identify business opportunities outside of marketing. A majority of executives (59%) also anticipate their use of social media to increase over the next three years indicating this channel is certainly here to stay—as much for businesses as it is for consumers.”

“There is no doubt this past year served as a catalyst for the digital transformation happening across businesses, but what I find most compelling from the report findings is that this transformation is disproportionately unfolding on social media,” said Ryan Barretto, President of Sprout Social. “Consumers are clear—social media is where the customer experience should start, develop and end. Compared to a year ago, consumers have increasingly used social media to discover new brands (43%), recommend brands to their friends and family (33%), and make a purchase (36%). These numbers become even more pronounced for younger generations. For businesses to thrive in this world, it is clear that social insight on key touchpoints across the customer lifecycle cannot be a long-term plan, it must happen now.”

Social media is where the customer experience should start, develop and end.

Imperative for Social Media Investment: Additional key findings

  • Social media will become the most important source for data and insights that inform key business decisions. Nearly all executives (95%) agree companies will more heavily rely on social data to identify business opportunities, including those outside of marketing, over the next three years. They anticipate the use of social media data to inform strategy and business decisions across sales (67%), customer service (61%), Product (53%), Research and Development (48%), and Human Resources (43%) departments.
  • Social media usage is trending upward, especially among younger generations, and expected to continue to grow: The use of social has grown among the majority of consumers over the past year (54%), and 34% expect it will continue to increase over the next three years. Gen Z and Millennials have driven the greatest surge in usage (65% and 63%, respectively), and are more likely to note they expect it to keep rising (45% and 46%, respectively) compared to other generations.
  • Relevance is at the core of the customer experience: Consumers expect companies to use social media to provide a more personalized experience based on previous interactions (61%), read and analyze what customers post on social media (59%), and know them better based on their activity on social media (51%). This is more pronounced among Gen Z, Millennials, and Gen X, yet no more than 44% of executives are ‘very confident’ in their social media strategy meeting the needs of different generations.
  • Positive social media experiences translate into sales: Seventy-eight percent of consumers are more willing to buy after a positive experience with a brand on social, 77% will choose that brand over the competition, and 72% will increase their spending, demonstrating the impact of social on the bottom line.

Many social media users actively avoid sponsored posts that seem inauthentic or uninformative. Why brands must strive to connect with micro influencers that genuinely align with their products to achieve a successful partnership.

Most social media users (58%) in the U.S. have not and never intend to buy products through influencer promo codes, according to a new survey report from Visual Objects, a visual guide to finding and hiring the best creative firms.

Rather than product placements and advertisements, social media users are drawn to informative content that provides insight into a subject of interest.

The most popular types of influencers are subject matter experts (34%), business leaders (29%), and wellness experts (28%). Influencers with subject matter expertise are best able to engage their followers and cultivate communities based on shared interests.

Influencers with these engaged, niche followings are ideal candidates for business partnerships. However, companies must team up with influencers that can present their products genuinely to be well-received by their audience.

micro influencers
Kyle Dulay, director of Collabstr.

Kyle Dulay is the director of Collabstr, a marketplace that connects brands with influencers. Dulay recommends aiming for authenticity and relevance in sponsored social media content.

The influencer should be able to talk about the product with ease because it’s something they would’ve used in their everyday life regardless of the sponsorship.

“Brands should only reach out to influencers that are highly relevant to their products,” Dulay said. “The influencer should be able to talk about the product with ease because it’s something they would’ve used in their everyday life regardless of the sponsorship.”

Consumers Follow and Trust Micro-Influencers

Micro-influencers have considerably smaller follower counts than large-scale macro-influencers. However, most social media users (55%) typically follow influencers with under 50,000 followers.

micro influencers
Tanner Arnold, President and CEO of Revelation Machinery.

Tanner Arnold, President and CEO of Revelation Machinery, believes micro-influencers should be front-and-center in social media partnership considerations.

Any brand should include micro-influencers in their marketing campaign because it will help their budget in the long run.

“Any brand should include micro-influencers in their marketing campaign because it will help their budget in the long run,” Arnold said. “Brands have a better chance of reaching a larger, more engaged audience this way, allowing them to develop a genuine fan base.”

With more engaged followers of similar interest groups, micro-influencers serve as a competitive alternative to partnering with a larger, more expensive macro-influencer.

People Follow Limited Numbers of Influencers

Despite influencer popularity, most individuals are very selective about who they follow. The majority of social media users (57%) follow five or fewer influencers.

Large-scale accounts, known as macro-influencers, are likely to earn at least a few of these ‘follows’ due to their broad reach, name recognition, or celebrity status. But micro influencers will tend to have increased engagement.

micro influencers
Mark Hayes, head of marketing at Kintell.

A content partnership with a macro-influencer will reach a variety of people with different interests. The opportunity to reach millions encourages brands to invest in macro-influencers, according to Mark Hayes, head of marketing at e-learning platform Kintell.

Getting an endorsement from your favorite influencer can drastically change your perception and buyer behavior.

“Getting an endorsement from your favorite influencer can drastically change your perception and buyer behavior, which is what makes this such an alluring concept for marketers,” Hayes said.

Visual Objects surveyed 501 active social media users in the U.S. about how they engage with influencers and what drives them to follow influencer accounts.

For social media trend followers should take into consideration the sense of longing for the past called nostalgia. According to GlobalWebIndex, nostalgia can make humans more optimistic and have a positive influence on their actions. The research also unveiled that nostalgia is a highly common emotion. Results show that 8 in 10 say that they experience feelings of nostalgia at least occasionally and 4 in 10 say that they do so often.

This megatrend has not gone unnoticed. In fact, social media platforms have jumped on the bandwagon and have created numerous ways to facilitate our longing for times-gone-by. Although it’s sometimes tough to be reminded of holidays or nights out with friends, there’s something about a nostalgic social media post that we just can’t resist. So, let’s take a closer look at how social media platforms have embraced this trend and why we love it so much.

Social Media Trends: Nostalgia Triggers

According to the GlobalWebIndex research, music is one of the biggest nostalgia triggers. When asked what people have felt most nostalgic about over the past year, music topped the charts for all age groups. It really seems to be true that a well-loved song can transport you to a happy time, and during lockdown, people everywhere have been turning to Spotify to find that sweet sense of nostalgia.

Because of this fondness of nostalgia in the form of music, the popularity of Spotify Wrapped makes complete sense. This feature allows users to recount their 50 most-listened-to songs, their most-listened-to artists, and even the genre that stole their heart over the year. If you’re looking to step a bit further back in time, Spotify also offers another throwback option: Spotify Time Capsule. This option allows you to listen to your top tracks of a certain year gone by while you revel in the happy memories.

Users everywhere can’t get enough of this feature, and for the music streaming company, this nostalgic trend has been a huge success. In 2020, Spotify’s mobile app downloads increased by 21 per cent in the first week of December thanks to the Wrapped feature, proving that the megatrend of nostalgia can have a huge impact.

Thanks for the memories

Now that we’ve got our ears covered in terms of nostalgic content, what about our eyes? That’s where ‘memories’ come in. Social Media trends also reflect the weight of nostalgia in social media content. Memories on Instagram, Memories on Facebook, and Timehop are all social media features that allow you to reminisce about a certain day in the past. On Instagram, you are now able to see the post you put up exactly a year ago to the day in the Memories section. Over lockdown, in which many of us have completely lost our sense of time, it’s often been difficult to fathom that you put that picture up a whole year ago! But that’s nostalgia in action!

Whether you’re reminiscing over a particularly good day out or you’re reminded of a great outfit that inspires you to dig those retro mule sandals out of the wardrobe again, the Memories feature on Instagram and Facebook is sure to get you feeling nostalgic.

Social Media Trends and Nostalgia marketing

As well as introducing fun (if sometimes heart-wrenching) nostalgic features, social media platforms are also jumping on the ‘nostalgia marketing’ trend that is set to dominate 2021. Nostalgia marketing is pretty much exactly what it sounds like – when brands reintroduce images and themes from years gone by to sell their products and make us all think of ‘the good old days’.

NostalgiaInstagram, for example, utilized nostalgia marketing back in October 2020. For one month only, the image-sharing app allowed users to revert to some of the apps retired, old-school logos (including the classic 2010 logo that caused mild outrage when it was decommissioned). This fun feature allowed users to go back to the logo that is now considered retro, tapping into people’s love for all things nostalgic.

It’s not the first time we’ve encountered nostalgia marketing. The trend has seen a few resurgences over the years. It became very popular during both the Great Depression and the 2000s’ recession, and now it’s back. Clearly, we’re all prone to feeling reminiscent when we’re going through a turbulent time.

If there’s one thing we’ve really craved over the last year, it’s a blast from the past. Thankfully, social media trends have seen our wishes and granted them. Now, all there is left to do is work on creating some new memories that we can begin to feel nostalgic about in years to come.

This article was researched on behalf of Dune London

The pro-Trump mob that stormed the U.S. Capitol on January 6 was mostly incited by social media driven fake news. It again became blatantly evident that a repluralization of media and a commitment to facts as a public good are crucial to the stability of the U.S. democratic system. Enter Corporate Social Responsibility: Brands and media buyers at agencies should be under pressure to direct advertising to media properties practicing professional journalism. Media dollars should also be directed to  underserved communities. Learn how UM , Cadillac and Realogy  balance the reach vs. responsibility/purpose driven marketing trade off in media buys.




It is not surprising that the  D.C. chaos has actually made many brands to take the decision of pausing social advertising. According to a 2019 study published in Science by MIT Sloan professor Sinan Aral and Deb Roy and Soroush Vosoughi of the MIT Media Lab. They found falsehoods are 70% more likely to be retweeted on Twitter than the truth, and reach their first 1,500 people six times faster. This effect is more pronounced with political news than other categories.  Independent, truth-seeking professional journalists apply reporting methodologies and a code of ethics that makes them accountable and transparent. Corporate social responsibility should make sure that brands advertise in trusted media properties.

However, brand marketers and the media agencies that cater to them not only need brand safety but also reach at a low cost for media buys to be efficient and ultimately obtain leads and sales.

News Sites: How it Works in Practice…

Corporate Social Responsibility
David Queamante, SVP, Client Business Partner, UM Worldwide

David Queamante,  SVP, Client Business Partner, UM Worldwide tells Portada that when he worked at “an Automotive brand, recently, we saw that News Programming has a high index among people who earn the income we wanted to see, and who buy the vehicle segments we were promoting. However, on the Finance brand that I focus on currently, we see that News Programming indexes below 100 for people who will be in-the-market for our type of loan in the next 12 months. I still try to keep News programming as part of the buy, but I’m limited in how much support I can put behind that content when other programming indexes much higher for that target.”

I still try to keep News programming as part of the buy, but I’m limited in how much support I can put behind that content when other programming indexes much higher for that target. 

Queamante add thats “when we run ads for this company on Social Media, we see that our Cost-Per KPIs is much lower than what we see when we run display ads anywhere else. At the end of the day, I can’t  avoid Social Media without lowering my leads and visits. Now, we work very hard with our paid social buyers to avoid controversial/divisive posts and content as much as possible.”

At the end of the day, I can’t  avoid Social Media without lowering my leads and visits. Now, we work very hard with our paid social buyers to avoid controversial/divisive posts and content as much as possible.

Journalist Powered Content Ratings…

Separately, IPG Mediabrands, the owner of UM,  has agreed to begin using NewsGuard’s journalist-powered content ratings system for its digital news media buys in the United States, and other key markets. NewsGuard — which was founded by news media pioneer Steven Brill as a solution to the deluge of disinformation being promulgated by questionable publishers and sources — relies on human intelligence as opposed to machine-learning algorithms to detect, organize and rate the veracity of news and information publishers.  Many brands and media agencies recognize that corporate social responsibility includes advertising in trusted media properties.  IPG/ Mediabrands plans plans to use the ratings as part of its programmatic media buys made on news and information websites. “Our partnership with NewsGuard has already helped expand the scope of quality inventory available while ensuring ads remain in brand-safe and brand-suitable environments,” says Mediabrands Global Brand Safety Officer Joshua Lowcock said in a statement announcing the expansion of its agreement.

Corporate Social Responsibility: How Diversity Media Buys Work  in Practice…

Jason Riveiro, Realogy
Jason Riveiro, Senior Director, Global Growth Markets & Inclusion, Realogy

Another demand consumers have for 2021 is that brands should support media properties that target diverse and underserved audiences. Some members of the brand marketing community agree: “Inclusivity in messaging should be substantial and authentic, but also should include investment in media targeting underserved communities”,  says Jason Riveiro, Senior Director, Global Growth Markets & Inclusion tells Portada.

 

Advertising in 2021
Alexis Kerr,  Cadillac

How does this work in practice? Alexis Kerr, Cadillac’s Head of Multicultural Marketing | Multicultural Strategy, Content and Execution, notes that she has found creative ways to nurture her multicultural media partners to ensure they serve her in various different ways vs just ROI.  “Media partnerships like Hispanicize and Revolt are great examples of how partners have been able to work with us to meet those goals. We have increased our spend to support diverse communities and partnerships,” she asserts.

MediaBrands has made it an internal mandate to increase or improve our investment on Diversity-Owned media partners. However, we don’t want to just pick an arbitrary % of the media budget.

Custom Solutions that Balance Reach vs. Responsibility

Corporate social responsibility should include that brands advertise in trusted media properties. 
UM’s David  Queamante  notes that his agency
has worked hard to build custom solutions that balance reach with responsibility by making it easier to identify and work with Diversity-owned and Diversity-serving media partners, while still delivering on campaign goals and KPIs. “MediaBrands has made it an internal mandate to increase or improve our investment on Diversity-Owned media partners. However, we don’t want to just pick an arbitrary % of the media budget.  It may not be possible to spend a certain amount of money with diversity-owned partners – many of them lack the scale that non-Diversity-owned partners have. Due to this lower scale, investing an arbitrary amount with these partners may also have negative impact on the campaign reach and exposure to our target audiences.

Corporate Social Responsibility: A Catalogue of Diversity Owned Partners

Queamante adds that the first thing he does is to “start with a database that one of our internal agencies (MAVEN) maintains and updates several times a year. This catalogues Diversity Owned partners across more than just ethnicity. It includes Veteran-owned, Women-owned, Disability-owned and more.
The second step involves to “match the media partners on this list with our custom targets; we call them High Value Audiences (HVA). We identify these audiences using our Acxiom data stack, and we’re able to match these audiences back to media behavior. Based on the HVA media consumption of these Diversity-owned partners we’re able to create investment benchmarks that are specific to each brand and their unique audience.”  “Since these benchmarks factor in HVA media consumption, they have a positive impact on reach and exposure levels for our target.”, Queamante concludes.

 

 

 

The World Surf League (WSL) ranks third among sports leagues in social interactions and video views, behind just the NFL & NBA. Tim Greenberg, Chief Community Officer at the World Surf League, tells Portada about his social media and influencer marketing strategies. Greenberg explains what content the WSL produces and how they use TikTok and other platforms for social media distribution. Surf’s Olympic debut and more…

Greenberg, an avid surfer himself, joined the World Surf League (WSL) in 2013 and has focused on helping the league grow its digital presence. He oversees numerous innovation projects for the WSL while he also manages content, original programming and strategy for the brand’s social and digital channels. In 2017/2018, WSL ranked third among sports leagues in social interactions and video views, behind just the NFL & NBA.

Tim Greenberg, Chief Community Officer, World Surf League
Tim Greenberg, Chief Community Officer, World Surf League

Big Wave Content: Capturing the Imagination of the Consumer

“We are very lucky. Our content is incredibly beautiful and aspirational. There is something about surfing that speaks to a non-endemic surf fan. It’s the lifestyle, the freedom and the adventure,” Greenberg notes.

Content helps the WSL capture the imagination of the consumer through something Greenberg calls “Big wave content.” According to Greenberg, the visual of surfing a 60 foot wave is not difficult to understand (although hard to comprehend – even if you’re a core surfer). “When a big wave location called Nazare in Portugal breaks – it garners international news coverage. To ensure that we’re generating the most from these cut through moments, this year we have a strategic and tactical plan for what we’re calling ‘strike missions’. A strike mission is when, on short notice, a swell pops up somewhere in the world. We are capturing the content and distributing across social in real-time. In addition, for major moments throughout the year we’re creating 22 minute long-form episodes of a series called ‘WSL At Large’, which is then distributed through our website, app, youtube , AVOD and linear TV partners.”

A strike mission is when, on short notice, a swell pops up somewhere in the world. We are capturing the content and distributing across social in real-time.

WSL Social Media Strategy: Leveraging TikTok for Early Adopters …

A crucial element of the WSL engagement strategy, according to Greenberg, is to be everywhere consumers are engaging and leveraging emerging platforms as early adopters. “We were one of the first sports properties on TikTok and because we crafted our content for the platform our follower count and engagement reflects this strategy.” In fact, the WSL was just named #11 on TikTok for follower growth last month (right behind Netflix). “In 2020 and 2021, we will increasingly be looking to distribute surfing content on linear TV, SVOD, AVOD, OOH and YouTube. We have built a passionate and loyal fan base on our owned digital channels, but one of the keys to our success will be placing surfing content off-platform in as many places as possible”, Greenberg asserts.

One of the keys to our success will be placing surfing content off-platform in as many places as possible.

…and Surfers as Entry Points for Fans.

As stated by Greenberg, surfers are the WSL most important asset:  “If you look at your own behavior, likely the first entry point for being a ‘fan’ of a team or sport is through an athlete. It’s the same in our sport. When Brazilian Gabriel Medina won his first World Title and the first world Title for Brasil in 2014, he became a national celebrity. This translated into new fans for the WSL and for the sport in general. We need to help create heroes.”

Likely the first entry point for being a ‘fan’ of a team or sport is through an athlete.

Preparing for Surf’s Olympic Debut

Surf is going to make its Olympic debut in Tokyo this summer. Truly a milestone for the sport. “This is an incredible moment for our sport. The Olympics is a global stage and, for most of the world, this is the first time they will experience competitive surfing. So it’s crucial that the education process for how we, the IOC, the ISA and the global broadcasting partners communicate clearly how surfing works. Who are the athletes? Where are they from? How do you win? What makes a good score? etc. We believe that a new generation of surf fans will be born from this moment and for the WSL it’s about the consumer journey back to us,” Greenberg notes.

Greenberg adds that ahead of the Olympics the WSL has a team of internal WSL staff dedicated to supporting athletes, partners, broadcast partners and the ISA (International Surfing Association). Promotional efforts started last year. The 2019 WSL rankings provisionally qualified 18 of the 40 surfers heading to Tokyo. Qualification was a constant narrative through the back-half of the season as surfers earned enough points to represent their country.

The best thing we can be doing as a league is helping to create heroes.

As surfers provisionally qualified, the WSL Brand Marketing team created gift boxes with custom country flags that were presented to each athlete the moment they were made aware they qualified. “These emotional moments were then shared across our digital and social channels, the athlete’s channels, on our broadcast and to the media. In 2020, we’re working closely with each of the provisionally qualified athletes, the national governing bodies, management teams and sponsors to develop strategies to amplify their profiles. The best thing we can be doing as a league is helping to create heroes,” Greenberg concludes.

 

Social media plays an ever-changing role for marketers. The strategy’s strength is in the ability to humanize your brand by engaging with the consumer. And engagement leads to conversions. How to stay current as social media changes is a key discussion point at Portada Council System meetings. Learn how Portada Council System’s leading brand marketers offer solutions to keep ahead of social media’s evolving role.

Kick-off Facts 

  • SMS or messaging apps are on the rise with 41% of travel marketers planning on implementing this in the near future. (Sojern)
  • Three out of five travel companies are using chat for customer service with 28% actively using or experimenting with AI technology. (Phocuswright)
  • The majority of marketers (77%) are using one or more social media platforms but only 48% have a positive ROI from these strategies. (Impact

Three Social Media Challenges for Portada Council System Members

1. Managing Brand Reputation and Trust

Related comment: “Your customers don’t necessarily trust Influencers (since most know they are being paid). It is better to win them over organically.”

Social media make it easier to discredit a brand. Companies should try to turn these experiences into something positive.

2. Training Staff to Provide Consistent Customer Service

Related comment: “Right now, the front line staff is composed by people who are not prepared enough for the job.” 

We have to make all messages coincide across roles in spite of the emphasis of each area.

3. Increased Complexity and Cost of Social Media Strategies

Related comment: “It is vital to understand the way each platform works.”

Even though the reach is there, it’s getting gradually more expensive.
Portada, Council System

If you are interested in joining the Portada Council System, our year-round knowledge sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.

Four Social Media Opportunities Identified by Portada Council System Members

1. Don’t Forget About Traditional Marketing Channels

Globally, travel marketers see Facebook (30%) and Instagram (28%) as the most effective tools for targeting new audiences contrasted with only a 4% rate in connecting with loyalty members. (Sojern)

Related comment: “We are losing sight of traditional communication channels that are still alive and reaching a more traditional target.”

A recent eMarketer study shows a 122% median email marketing ROI, a number 4x higher than other digital marketing channels. (LYFE Marketing)

2. Humanize the Brand Voice and Keep it Consistent

Related comment:Every role matters, and each one can influence the whole in a different way.” 

Practical example: The CEO could humanize the message and community managers should have a “tone of voice” that coincides with the company’s values.

When the head of the company is an activist, this helps the brand’s reputation.

3. Give Staff the Skills to Handle All Types of Social Media Feedback 

Related comment: “Strive for accuracy and timely answers when addressing customers’ comments on social media.” 

Practical example: Provide appropriate training to the social media team so they know how to handle messages with different objectives: communicating, positioning, selling, etc. 

Make sure the whole organization has the same culture and train staff to deal with social media’s evolving role.

4. Use AI to Boost Your Customer Service 

Research from Salesforce shows an anticipated 143% increase in the use of AI for customer service teams over the next 18 months. (Salesforce)

Practical example: Using an algorithm that answers immediately on social media without the customer noticing it’s a chatbot. Instead of having hundreds of people answering, a company could hire less high-profile employees to do it right.

When the algorithm can’t solve an issue, there’s a seamless transition to a human specialist.

Portada, Council System

If you are interested in joining the Portada Council System, our year-round knowledge-sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.

 

What: WeWork’s Ana Rivadeneyra reveals to Portada how WeWork “humanizes” its outreach to potential customers in order to grow its market in Mexico and Latin America.
Why it matters: WeWork is leveraging the power of its own members’ experiences as told by them on social and other digital media to fuel its rapid growth in Latin America. 

“Our community is our most valuable marketing tool.” That’s how Ana Rivadeneyra, Marketing Manager México at WeWork, describes WeWork’s strategy for continuing its rapid growth in Mexico and Latin America.

WeWork first entered the Latin America market in 2016 starting in Mexico City and has since grown its presence in the region to 50 locations and 11 cities in six countries, including Mexico City, Buenos Aires, Sao Paulo, Bogota, Río de Janeiro, Lima, Monterrey, Santiago de Chile, Medellin, Guadalajara and Belo Horizonte.

“This region is of utmost importance globally for WeWork since it is the fastest-growing region, taking into account that we have only spent a little more than two years in this territory,” Rivadeneyra tells Portada.

Today, WeWork has 32,000 members in Mexico, and 450,000 members worldwide.

Portada: How does WeWork see itself operating worldwide and in Mexico? Is it a real estate, services, or software company?

AR: Our growth in Latin America—and the world—is on all of those fronts. We provide a 360-degree solution that simplifies space installation and maintenance. We are a single point of contact for an architect, designer, construction professional, landlord, and attorney. Here, workers and companies have the space, technology, services and experience to help them focus on what’s most important to them. Beyond just the physical space, our network of members and our application create a worldwide community of professionals and businesses.

WeWork has 32,000 members in Mexico, and 450,000 members worldwide.

Portada: What are the traditional marketing tools WeWork is using to grow its market in Mexico and Latin America?

 AR: Our community of members is our most important marketing tool. For that reason, we have developed our “member stories” which are case studies of success that tell how WeWork has contributed with its growth, expansion and connections. To distribute these messages and to amplify their content, we use multiple channels such as social media, print, radio, videos and events. By the same token, we place a lot of importance on our referral program where our employees and members are awarded for recommending someone who is interested in a work space.

Our most valuable marketing tool is our own community. There is no one better than our members to explain what WeWork is and how we can help.

Portada: What are some of the newer marketing tools that WeWork is using to grow in Mexico and the region?

 AR: At WeWork we are constantly looking to innovate in all areas, and our marketing is no exception. Our strategy is highly focused on digital (Social Media, Google Ads, Search, Website, Email Marketing, etc.), but without losing the real experiences and the value of real connections with people. Therefore, we like to define our strategy as “humanized marketing.” Another one of our very valuable tools is our WeWork application. With it we have managed to materialize loyalty tactics like discount benefits for members, direct communications, push notifications, a referral program, etc.

Portada: Among the new digital marketing tools that WeWork is using, which ones are proving to be the most important?

 AR: Organic content on the Facebook and Instagram platforms works well for us in order to promote our mission and generate awareness of what we offer. We add to that strategic segmentation on the same social networks that allows us to talk about our products to a new market and grow the community. We also use tools like LinkedIn that work to connect with a specific target in a more direct way.

Portada: What is an example of a tool or technology that is making a big difference in your Latin America marketing?

 AR: We use the “WeWork experience” that our members have when working in our spaces, including events and experiences that can be posted on Instagram. This has proven to be one of the 360-degree tools where people can learn more about trends, well-being, and different themes that interest them. For this reason, we focus many of our efforts and actions to invite more people to enter our buildings and experience and live the spaces within.

What: A summary of the most relevant consumer insight research in the US, US Hispanic, and Latin American markets.
Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.

  • According to a new report based on consumer behavior analysis from mobile platform supplier Aki Technologies, QSR sit-down visitors tend to be either younger than 24 or older than 55, and to skew toward the lower-income brackets; consumers who’ve completed graduate school are 3.8% less likely to eat at QSRs; and college graduates are 2% more likely to visit coffee shops.

 

  • A new infographic by GlobalWebIndex shows 38% of Hispanics are heavy users of social media, against 28% of non-Hispanics. According to the statistics, Hispanics stay on social media an average of half an hour more than non-Hispanics.

 

  • A report from Morning Consult found a majority of parents plan on spending at least US $200 on their children’s back-to-school shopping. Overall, 56% of parents plan to spend the same amount on back-to-school shopping as last year, while 30% say they will spend more than last year and 14% say they will buy less.

 

  • According to the NPD, the number of consumers cooking at home for themselves increased, while visits to restaurants fell flat in May of 2018. Portalatin explains that this could be because of the rising cost of restaurant meals mixed with the growing popularity of streaming entertainment. NPD says that 4 out of every 5 meals are prepared in U.S. kitchens.

 

We are introducing a bi-weekly summary of the most exciting recent news in marketing technology and trends. If you’re trying to keep up, consider this your one-stop shop.

Meltwater has announced it is opening up its AI platform, Fairhair.ai, to give developers and data scientists the tools to: connect and organize internal and external data by a knowledge graph; access pre-trained, configurable AI models; and create real-time insights to make forward-looking, data-driven decisions. According to Meltwater, Fairhair.ai makes it easier for businesses to gain a real-time pulse on everything from market research to risk management.

Equity investor Beringea sees a bright future for Popular Pays model of helping brands create content for social media. Beringea will invest US $5.5M investment in the Popular Plays platform that provides workflow management tools and integration with a community of content creators.

Consumers are snapping up smart speakers in the US faster than any other device since the smartphone, according to new research by eMarketer. Sales of smart speakers in the US are projected to increase by 47.9 percent between 2016 and 2020—from 16 million to 76.5 million units, eMarketer says.

Investors have ponied up US $20M in additional funds for Eyeview, the video technology company that personalizes video ads for TV, desktop, mobile and Facebook. Top brands using Eyeview’s technology-driven platform for creating one-to-one videos include Lowe’s, Walgreens, Honda, BMW and Uber.

Owners of so-called “smart TVs” connected to the internet are eight percent more likely to view a view an ad to its finish (38 percent), compared to mobile users (30 percent), according to a new report by Extreme Reach. The report looked at billions of video ad impressions in the second quarter of this year across multiple devices. The Video Completion Rate for desktop, mobile (smartphones) and tablets, all increased.

Initial success has propelled Pandora to expand its programmatic ad-buying service on its music platform. The platform is powered by AdsWizz which Pandora acquired this year. According to DMNews, 92 percent of Pandora’s audience is ad-supported, vs. 56 percent for Spotify.

A survey of 433 decision-makers in Europe and the US by Forrester Consulting showed that almost half plan to make major AI spends within the next year. eMarketer reports a YouAppi survey of 425 digital marketers globally found 36 percent reporting AI investments this year.

What: Media intelligence firm Meltwater has announced the acquisition of human data firm DataSift.
Why it matters: With its sixth acquisition in a year, Meltwater keeps solidifying its emergence as a leading provider of AI-driven intelligence.

At an interesting moment just after the news of Cambridge Analytics misusing Facebook data, Norway-born Meltwater has announced the acquisition of DataSift. “DataSift has built a scalable platform that lets developers build data science-driven insights from social firehoses while protecting the privacy of an individual’s data,” said Meltwater CEO and founder Jorn Lyseggen. “When combined with the data Meltwater captures and our AI capabilities, developers can disrupt the Business Intelligence space by either building new applications or complementing existing ones with unique signals that can be only derived from external data.”

Meltwater and DataSift have the partnerships, data and AI to serve the growing competitive intelligence market with advanced analytics. DataSift’s CEO Tim Barker and CTO Lorenzo Alberton, among others, have joined the Meltwater team and will add increased leadership bench strength to the development of the Outside Insight platform.

“We share the same vision and passion to increase access to the data and algorithms needed to gain strategic insights from data outside your business,” said DataSift CEO Tim Barker. “At a time when other tech companies are now trying to assemble proprietary ‘data moats,’ we’re excited about joining an established player to create an open data and insights platform–built on the foundation of privacy–for the world’s innovators, developers and data scientists.”

DataSift clients will now have access to Meltwater’s data platform, sophisticated AI models to extract insights, and gain an experienced partner with local expertise in more than 55 markets on six continents.

 

 

What: Social media — particularly Facebook, Twitter, and Instagram — has emerged as a key component in supporting sponsorship activations among a great majority of marketers, according to a new study by the ANA (Association of National Advertisers).
Why it matters: The study revealed that 85 percent of the marketers surveyed use social media to support sponsorships before, during, and after the sponsorship.Additionally, almost half (44 percent) employ a range of “advanced technologies” such as 360-degree photography, beacons, virtual reality, and RFID (radio-frequency identification) as support for their sponsorship activations.

The study, “Use of Social Media and Advanced Technologies for Sponsorship,” indicated that the primary reasons marketers use either social media or advanced technologies to support a brand’s sponsorship activations were the same:

  • Generate awareness
  • Connect with customers during the event
  • Improve brand perception

“Sponsorships are becoming an increasingly important part of the marketing mix, and with good reason,” said ANA CEO Bob Liodice. “Giving those activities a boost via the aggressive use of social media and other new technologies makes sense because of the ROI it provides.”

Sponsorships are becoming an increasingly important part of the marketing mix, and with good reason.

Sponsorship spending in North America is projected to be $23 billion in 2017, according to ESP/IEG, a consultancy that tracks sponsorship spending and trends. Sports events dominate the list of all sponsorship spending, accounting for about 70 percent, followed by entertainment at 10 percent.

Preferred social media platforms used to activate sponsorship included:

  • Facebook (92 percent)
  • Twitter (87 percent)
  • Instagram (70 percent)
  • YouTube (47 percent)
  • LinkedIn (41 percent)
  • Facebook Live (27 percent)
  • Snapchat (27 percent)
  • Pinterest (13 percent)

The study noted that internal resources are most often used for the management of social media and/or advanced technologies to support a brand’s sponsorship activations; external agency resources are also used (e.g., digital/social agency and sponsorship agency), but to a lesser extent.

In addition, the amount of social media exposure generated was the top choice, by a wide margin, for measuring the effectiveness of a brand’s social media sponsorship activity. For advanced technologies, on-site activity tracked at the sponsorship event and the amount of social media exposure generated were the two top choices for measuring effectiveness.

METHODOLOGY

The survey was conducted in June 2017. In total, 119 ANA corporate members participated. Of those, 55 percent were characterized as “senior marketers” (director level and above) while 45 percent were “junior marketers” (manager level and below). Forty-nine percent of respondents had 15 years or more experience in marketing/advertising. Seventy-seven percent work at organizations with an annual U.S. media budget of less than $100 million; the other 23 percent work at organizations with an annual U.S. media budget of $100 million or more. Those organizations are primarily B-to-C (38 percent) with some B-to-B (20 percent), and B-to-C/B-to-B for the remainder.

For purposes of the survey, the term sponsorship was defined as “a cash and/or in-kind fee paid to a property (typically sports, entertainment, non-profit event, or organization) in return for access to the exploitable commercial potential associated with that property.” A property was defined as “a unique, commercially exploitable entity, typically in sports, arts, events, entertainment, or causes.”

This new Portada research report  provides intelligence and best practices on the use of social media for soccer marketing to brand, agency and media executives.

The information has been compiled by Portada’s Research team from Portada proprietary data, third-party data as well as interviews with key industry players.

Get answers to the below questions:

  • Which social media properties you need to promote soccer marketing efforts
  • Best practices in the use of social media to promote soccer initiatives
  • Livestream vs. broadcast: When does which one work and how do they complement each other (Case Study)
  • Soccer Star Power: How best to use of soccer influencers
  • How brands can leverage fan globalization
    (Length: 11 pages, 2 tables)

Acquire the report!

 

Hello, friends! Here I am again, with the highlights of the month: moves, international events and “gossip” that my industry friends share with me. What would I be without them?

PortadaLat – Eighth Edition

In the beginning of June, the eighth annual edition of PortadaLat, the event at which Portada brings together leaders in Latin American advertising and marketing. I missed it, but I heard that everyone was there: GroupM, Taboola, Nestlé, Facebook, OMD, MasterCard are just some of the companies that sent distinguished “speakers” (Of course, the list is longer. The complete list is here).

Everyone to Cannes

foto will smithFrom my control panel (well, really, from the social networks that I tend to use), I saw that there were a few digital industry presenters at the Cannes Film Festival. I saw that Fox, IMS, Teads and Headway were there, at least. They posted pictures of the event (including an interview by Edelman with Hollywood actor Will Smith, broadcasted live from the stage), and even photos of their trips through Monaco, Paris and Côte d’Azur in their free time. How glam.

Havas Mexico

agustina escuderoAt the end of May, a friend at Havas Mexico (whose name I won’t reveal) sent me a Facebook message: “I have a great one for your next number: Agustina Escudero, who was the Head of Programmatic at Affiperf, will be directing Mobexpara Mexico. This shows the importance that Havas will give mobile from now on.

Thank you for the info, Havas, and good luck, Agustina.

david fierroFrom Banamex to Banco Azteca

I’ve been told that David Fierro, VP of retail bank marketing at Banamex, will continue his professional career as director of marketing at Banco Azteca. Good luck, David!

Social Media Week Mexico

lore smw mxI was at the second annual edition of Social Media Week Mexico, at which Google, Audi, Coca-Cola, Instagram, LinkedIn and Twitter, among others, shared their experiences and lessons in the social media world. It was an intense week, and very inspirational. Thank you for the invite, Pau Cutuli!

Coca-Cola and Branded Journalism

At this Social Media Week Mexico, Coca-Cola spoke about a part of their content strategy. If you’re interested in learning a bit more about it, you can check out this link.

Telefe Launches an e-Commerce Store

It seems like Telefe, the Argentine TV channel, will launch its own e-commerce store with the objective of electronically commercializing products related to their content. An interesting twist in bringing TV branding online.

Did You Miss PortadaLat?

If you couldn’t attend the Portada event in Miami, don’t worry: you can access some of the interviews through this link and here you have pics and editorial coverage. Plus, we are already preparing for the Portada event in Mexico this October. I hope not to miss that one, since I love Mexico so much (and having fun with my industry friends, of course).

That’s all for now, friends. Keep me updated about your news!

What: Grinberg discusses how to best advertise on social media.
Why it Matters: Adriana Grineberg, Head of Operations Miami for Facebook, Carlos Leal, Sr. Consumer Marketing Manager at Nestlé and Alfonso Cueto, Sr. Director Ad-Sales Latin America for ESPN, spoke at #PortadaLat in Miami.

The thing about ads on social media, explained Adriana Grineberg, Head of Operations Miami for Facebook, is that users are not there to see them. They enter their profiles to see what is going on with their friends and update themselves on things that they have decided are important to them, and ads aren’t probably part of this.

And when finally an ad comes in, it has to compete with all the content that is already there, which makes the whole strategy even more complex. Content needs to be visual, attractive, interactive, and as appealing as the content it is competing against. “Great creative works on social media,” Grineberg said.

One of the problems she sees in the market is that many companies leave their social media strategy and execution to young junior employees because they believe that young people know how social media works, since they are in it all the time. But Grinberg believes that companies need someone with experience in planning and executing real marketing strategies.

Give them what they want

When building an ad campaign, “give the users what they want to see, and not what you want them to see,” said Carlos Leal, Sr. Consumer Marketing Manager at Nestlé.

Leal explained how marketers are storytellers, and that the importance of combining your discussion of your product’s functional elements with its emotional elements. Brands have to understand the concept of emotions, not just its characteristics, because the consumer will feel abused and annoyed.

Be careful when reaching out.

Also, be subtle when reaching out to the customer. “Make the message as subliminal as possible so it doesn’t feel invasive,” explained Alfonso Cueto, Sr. Director Ad-Sales Latin America for ESPN.

The power of sequencing ads

Something that has been working well on Facebook, explained Grineberg, is dividing the ads campaign into three phases where it first attracts the consumer through emotion, then goes on to explain the product’s function. In the third phase it goes to conversion. This way, you can target your content to consumers who actually want to receive that information, instead of giving all three phases to the audience at once

This works especially well with the men industry, she explained. “The conversion is amazing.”

 

 

What: The National Football League (NFL) has selected Twitter  as its exclusive partner to deliver a live OTT digital stream of Thursday Night Football to a global audience. Separately, Facebook announced that is adding a dedicated video tab as part of a major redesign for live-streaming.
Why it matters: Live Streaming, particularly live sports, is posed to become a major business, as digital-social gets a bigger share of it. The deal between Twitter and NFL will help NFL reach new generations who are moving away from TV or web browser content  to on-demand sources. The addition of streaming to Twitter could give users new ways to interact with its platform.

 

descarga (2) descargaThe National Football League (NFL) has selected Twitter  as its exclusive partner to deliver a live OTT digital stream of Thursday Night Football to a global audience across devices and for free during the course of the 2016 NFL Regular Season.

NFL has selected Twitter  as its exclusive partner to deliver a live OTT digital stream of Thursday Night Football to a global audience. [/comillas ]Twitter will stream the 10 Thursday Night Football games broadcast by NBC and CBS, which will also be simulcast on NFL Network, securing the league’s “Tri-Cast” distribution model of broadcast (NBC/CBS), cable (NFL Network), and digital (Twitter).

Partners since 2013 through the Twitter Amplify program, the NFL and Twitter will provide free, live streaming video of Thursday Night Football without authentication to the over 800 Million registered and non-registered users worldwide on the Twitter platform on mobile phones, tablets, PCs and connected TVs.The partnership also includes in-game highlights from TNF as well as pre-game Periscope broadcasts from players and teams, giving fans an immersive experience before, during and after games.

With this partnership, the NFL has again extended its digital presence, making the most valuable content in sports and entertainment available across multiple digital platforms free for all users.

“Twitter is where live events unfold and is the right partner for the NFL as we take the latest step in serving fans around the world live NFL football”, said NFL Commissioner Roger Goodell.  “There is a massive amount of NFL-related conversation happening on Twitter during our games and tapping into that audience, in addition to our viewers on broadcast and cable, will ensure Thursday Night Football is seen on an unprecedented number of platforms this season. This agreement also provides additional reach for those brands advertising with our broadcast partners.”

“This is about transforming the fan experience with football. People watch NFL games with Twitter today,” said Jack Dorsey, Twitter CEO. “Now they’ll be able to watch right on Twitter Thursday nights.”

Last season, the NFL broke new digital ground in a partnership with Yahoo! to deliver a free, global live stream of a regular season NFL game, the first time users could access the NFL’s premium content worldwide, without authentication.When the Buffalo Bills faced off against the Jacksonville Jaguars from London’s Wembley Stadium on October 25, 2015, football fans streamed over 480 million minutes of the game, with 33% of streams coming in internationally, across 185 countries worldwide.

Facebook’s Live Streaming Foray

Facebook is rolling out a dedicated tab on Android and iOS,  for finding live and archived videos. It’s now the center tab in the app, replacing Messenger. “We really believe that the future is going to be more immersive, and video is a big part of that,” said Fidji Simo, product management director at Facebook. The tab includes different sections for broadcasts happening around the world and broadcasts by your friends and the pages you follow. You can also search for videos by topic. Facebook says the tab is rolling out to “a very small percentage” of users; with the rest of the changes rolling out more broadly.

Another sign of how hard Facebook is pushing live video: it is signing deals with publishers to produce a certain number of live videos each month. Facebook is promising to pay some publishers in cash up front and eventually share in revenues generated from the videos, though they are currently not supported by ads. Given the larger size of Facebook’s audience, the move could threaten the growth of Periscope, which does not pay any of its broadcasters. Vox Media, which owns The Verge, is finalizing a live video deal with Facebook.

Join us at PORTADA Mexico!

What: When planning a marketing strategy, brands and agencies are asking themselves whether to place their efforts in social media or television.
Why it matters: Clients have become multi-platform consumers, and brands need a multimedia strategy to reach their right audience.

Ever since social media has gained weight as an ad platform, agencies and marketing divisions have found themselves asking whether to put their money off-line or online. With this in mind, a more specific question is: are TV and social media rivals or allies?

Consumers can now view video or text communications on a number of different platforms including linear TV, open and pay, broadcast and cable, online and on mobile. “In this scenario, social media could be considered just another vehicle or channel for viewing content,” says Cynthia Evans, director of insights and thought leadership at GroupM Latin America.

Yousef Kattan Fernández, president and CEO of TruMC
Yousef Kattan Fernández, president and CEO of TruMC

Experts agree that both of these platforms complement each other. “I think each channel carries its own weight and that strategically, they should be leveraged together when possible,” says Yousef Kattan Fernández, president and CEO of TruMC.

That said, the decision to choose either one or both is difficult, and needs to be analyzed when developing an ad campaign. “It depends on the advertisers’ strategies, and the role that the media is playing” adds Evans. “It is possible to use any one medium alone or together with others. Research tends to show that using more than one medium produces a more effective campaign, because it will have a greater impact on sales responses than any one medium alone.”

For this reason, Evans recommends a multi-platform, integrated planning approach when considering media investment, neglecting the basics of designing a campaign: you must set the objective, strategy and tactics for the plan before executing and determine efficiency and effectiveness metrics for each medium. Consider the role that the vehicle or medium needs to play as well as the cost, the context, and creative opportunity that the campaign presents. Then make a decision with other stakeholders – i.e., the client and the creative team — and measure results.

What gets measured gets done.

Kattan recognizes that it is a difficult dilemma, but if he had to choose only one platform, he would go for strong social content, because according to his experience, “social [media] allows a marketer to use data, measure and optimize in real time, giving you automatic insights. These social listening tools exist to help us fully understand how campaigns are working and whether there are successes to report, or optimizations needed to create those successes.” Of course, television can also measure the campaign’s effect on viewers, but it takes longer to obtain results and they’re less accurate than what one gathers from social media.

What’s New?

Raúl Aguilar, CEO of Nurun
Raúl Aguilar, CEO of Nurun

“What’s trending now is multiscreen consumption,” says Raúl Aguilar, CEO of Nurun. “That is why we are working under a philosophy of team integration with different specialists at Publicis.”

According to Kattan, agencies are making efforts to develop stronger in-house social capabilities to help leverage the channel as part of an overarching campaign and strategy. “TV isn’t new. What is is using social media in support of TV efforts. Networks have been great at finding ways to incorporate social platforms as part of their TV plans, from Facebook and Twitter, to Periscope.”

Now, the things you see on TV are commented on in social media. Many broadcasters “create TV content with a call to action on social media,” adds Aguilar. This is the essence of integrated communication planning.

According to Evans, linear TV channels that support themselves with strong social media assets (profiles, pages, communities) bring an added value to the table simply by commanding a larger share of voice and mind of the consumer. “If advertising messages can be woven into that multi-platform fabric, it creates a situation of ‘the more the merrier.”

Media vendors have taken this into consideration, build on this opportunity with multi-platform packages for consumers. “We’ve seen that Latin America has been a little slower to adapt and leverage properly, but we are quickly noticing the benefits of incorporating full social strategies as part of their TV mix,” concludes Kattan.

What: The New York Times Company has acquired digital marketing agency HelloSociety, an agency that leverages a network of influencers acrosss social media properties.
Why it matters: The acquisition will integrate HelloSociety’s tools, talent and approach into the service suite of T Brand Studio, the Times Company’s content agency. The move highlights how important influencers and branded integrations have become to traditional media companies (just last week’s USA Today announced the launch of Branded Content Studio-Get Creative.)

hellosociety-landingThe New York Times Company and Science Inc. announce that the Times Company has acquired HelloSociety, a digital marketing agency and portfolio company of Science Inc. Launched in 2012, HelloSociety leverages a vast network of social media influencers across Instagram, Pinterest, Vine, YouTube and popular blogs, among other social channels, to drive engagement for branded content campaigns. The acquisition will integrate HelloSociety’s tools, talent and approach into the service suite of T Brand Studio, the Times Company’s content agency.

Mark Thompson, president and chief executive officer, The New York Times Company, said, “T Brand Studio has become the industry leader in creating digital ad innovation and branded content, and it has been a great success story for the Times Company, doubling revenues in 2015 from the year prior. We now want to accelerate its development and broaden the range of creative and marketing services that we offer clients from content ideation and creation to distribution. The reach and results-driven tactics of HelloSociety are the ideal complements to our strategic vision for the future of T Brand Studio.”

“We are thrilled to be joining The New York Times and to add to T Brand Studio’s creative, distribution and social media capabilities,” said Kyla Brennan, chief executive officer, HelloSociety. “We’ve spent the last four years building relationships with thousands of top influencers across Pinterest, Instagram, Vine, YouTube and emerging social platforms, and our technology will make it easier for The New York Times’s advertisers to create customized campaigns and content to resonate across any social channel.”

What: NASCAR unveiled a massive marketing and social media platform surrounding Sunday’s Daytona 500 which will continue afterwards.
Why it matters: The integrated effort included activation on Twitter and Snapchat and gave fans a chance to win prized race-used memorabilia by “racing” each other in the Hashtag 500.

imagesNASCAR unveiled a massive marketing and social media platform surrounding Sunday’s Daytona 500 that included activation on Twitter and Snapchat and gave fans a chance to win prized race-used memorabilia by “racing” each other in the Hashtag 500.

In an integrated marketing campaign titled Ready. Set.Race, combining television creative and social engagement, NASCAR seeked to highlight the racers in all of us.

WATCH HIGHLIGHTS FROM PORTADA’S 2015 SPORTS MARKETING FORUM:
(2016 Edition: September 21, 2016!)
Nascar Driver Daniel Suarez (VIDEO)
Total Market or Hispanic Market? Who cares, only Gooolaaazos matter (VIDEO)
Gustavo Aguirre Associate Brand Manager Coors Light at MillerCoors (VIDEO)
Fernando Fiore – Interview (VIDEO)

“When you’re a kid riding a bike and racing the other kids in the neighborhood,” says Jill Gregory, NASCAR senior vice president, marketing and industry services. “Or when you’re at the gym on the treadmill, and you’re trying to secretly race the person next to you.

“To us, all that just reinforces that love of racing, and what better way to get your racing fix than watching or attending a NASCAR race. We’re absolutely focused on that in our television creative, but this digital and social component, where we’re encouraging fans to race each other during one of our events, is a new and innovative way to make that love of racing come to life.”

Social Media Activation

descargaDuring the Daytona 500, fans who wish to compete for race-used memorabilia and were watching the FOX broadcast (pre-race coverage starts at noon ET) and/or  follow@NASCAR on Twitter,  received a custom hashtag for each of 10 memorabilia items.Once each hashtag was unveiled, the 500th person to tweet that hashtag in concert with #DAYTONA500 won that race and the prize that goes with it.

That’s not the only aspect of Twitter’s expanded support around the Great American Race. Other activations include the use of Vine and Periscope; Twitter Moments; @NASCAR tweets featuring such celebrities as John Cena, Florida Georgia Line and Ken Griffey Jr.; Twitter Mirror, a tablet based application where celebrities pose for their own photos; and infield branding in Daytona International Speedway.

To help tell the story of what it’s like to attend a NASCAR race, Snapchat doubled its Live Story coverage of NASCAR events in 2016, beginning with last Sunday’sDaytona 500.

The thousands of submitted Snaps from each event will be curated and packaged by Snapchat into a video stream that is shared globally with Snapchat’s more than 100 million daily active users right on their mobile devices. Each NASCAR Live Story will be available to view on Snapchat for 24 hours.

Daytona’s recent  US $400-million Rising project has facilitated the social media engagement,as it has transformed the Birthplace of Speed into the first true motorsports stadium. One of the many benefits of Daytona Rising includes enhanced WiFi capability designed to heighten social media engagement of fans at the races.

In addition, broadcast partner FOX is asking fans to submit video content fromDaytona 500 week for inclusion in a crowd-sourced documentary titled “100,000 Cameras,” to air on FS1 in late February.

NASCAR also offers a full range of digital and mobile products offering fans everything from in-car cameras to driver audio to social feeds and fantasy scoring. Last year, NASCAR set a record with 1.1 billion page views across its NASCAR.com website and digital platforms, a 20-percent increase over 2014.

 

 

 What are the ten most-visited sites and platforms in Latin America? How do they factor into users’ social media priorities? How are views distributed? Here, you’ll find the answers to those questions based on the December 2015 comScore rankings.

Translated by Gretchen Gardner

Users choose different social media platforms based on each one’s available functions (which allow people to post, share, debate and relate with each other), as well as how each platform facilitates and solves these needs.

In this article, the comScore report shows the total amount of unique visitors in the social media category, distributed among 10 different platforms. Given that users, in many cases, utilize more than one of them, the total sum of unique users for each platform indicates the amount of duplicate users in the social media category.

Source: comScore MMX, Latin America, December 2015, Home and Work, Social Media Category, PC/Laptop OnlyTotal Unique Visitors (000)
 Total Internet:  Persons: 15+182.473
 Total Social Media166.137
1    Facebook140.553
2    Blogger61.231
3    Linkedin22.836
4    Twitter18.312
5    WORDPRESS.COM*17.746
6    TARINGA.NET17.650
7    NAMETESTS.COM12.966
8    TUMBLR.COM*10.967
9    Google+8.004
10    PINTEREST.COM7.372

85% of Visits Are on Facebook, 5% Google+

85% of users in Latin America that use social media platforms prefer Facebook, while Google+ receives 5% of the visits.

Both platforms are on extreme ends of the rankings: Facebook in first, and Google+ in ninth.

Similar but different, while Facebook proposes a more connected world, Google+ serves as the social network of Google products.

Blogger Sites Receive 54% of Visits

54% of Latin American users in the social media category visit BloggerWordPress and Tumblr. This is no small detail, as an almost equal percentage are visiting Facebook. When it comes to Pinterest, while it’s not really a blog, it has functions that are compatible with those types of formats (which increases the visits in this category by 4%).

Entertainment: Taringa and Nametests

Almost 20% of unique users relate to each other through entertainment. According to this ranking, Taringa (an Argentine social network with a large following in Spanish-speaking countries) receives 11% of the visits, while Nametests is visited by 8% of the users in the region.

LinkedIn Takes 40% of Visits

While LinkedIn is a niche site (given that it caters to users that have strictly professional interests), it is interesting to observe how users put it among the top spots in the ranking.

Twitter Receives 11% of Visits

Apparently, Twitter did not end well in 2015: the company suffered a decline in users in the third trimester of 2015, and according to this comScore ranking, the percentage of visits that it received in Latin America comes out to 11% of unique visitors in the social media category. While it is below LinkedIn, what is certain is that it is among the top spots, coming in fourth in the ranking.

A point in favor of this platform is the repercussion of its publication in diverse media (online as much as offline), and its popularity among users. These factors are variables that could contribute to a quick recovery from the decline in users.

 

The last three months of the year are always intense in the Latin American digital media marketplace: planning events and celebrations, calculating and predicting how to end the calendar year, launching new projects to catch the last wave of ad money before the relative calm,that usually comes with the first quarter of the new yeaer. And it can get chaotic, says Portada Latin American digital media correspondent Lorena Hure.

Translated by Celeste Martorana and edited by Gretchen Gardner.

Here, we’ll give you a few highlights of the past month, including upcoming events and projects being launched that we think you may find interesting.

Comscore – Introducing digital trends

marcos christensenMarcos Christensen, comScore’s country manager for Argentina, told me that in early December, the company will be introducing all of the digital trends with the latest developments in audience measurement, multi-platforms use, social media and campaign effectiveness.

The main concept behind this presentation will be that “the industry has finally realized that clicks are not that important and that advertisers now seek to understand the impact of campaigns in the same way that they do on TV: strengthening the scope, frequency, buying intention, memory, etc. Thus, digital is no longer a direct marketing-only tool and has become a platform for branding to a measurable audience like other media.”

Stay tuned for more details on this, as comScore will update us shortly.

RPA Media Place promises

alejandro alvarezIn case you haven’t heard yet, RPA Media Place, a programmatic buying platform with access to premium inventory from Argentina’s major  publishers (Grupo Clarin, Infobae, La Nacion, Perfil and Telefe), was launched in September, sending the digital community in Argentina into a frenzy.

A few days ago, I asked Alejandro Alvarez, CEO of RPA Media Place, how everything is going, and he told me that they have already closed private marketplace deals with Netflix, NewSan, Unilever, Affiperf and MediaMath after only a month of operation. He also promised that the best was yet to come.

Why didn’t these ideas occur to me first?

Where are the digital natives?

demian falestchiDemian Falestchi (co-founder and CEO of Kids Corp) invited me to the Digital Natives Summit, an event aimed at presenting the different approaches to reaching this key demographic. During the event, various industry thought leaders spoke about marketing, communication, innovation, technology, economics and trends exclusively related to this younger segment.

Although I saw a few familiar faces, I also ran into some of the industry pioneers who are now investors: it seems that the focus on digital natives is a trend to watch very closely.

As for the content of the event, I was amazed at some of the media consumption habits of very young people that were presented, and I’m pretty sure I’m not a target anymore!

Social Media Week Mexico

Paula CutuliSocial Media Week (SMW) is an event held in over 15 cities in the world that aims to share ideas and inspiration related to how social media and technology change business, society and culture. Mexico had its first SMW in June 2015, with almost 1,200 attendees, and organizers estimate that the number will triple for the 2016 event.

Paula Cutuli, CEO at SoulNet, the local city organizer of SMW Mexico, told me that next year’s event will be held from June 6th to 10th, and that they are already defining speakers, sponsors, and venues.

The early bird gets the worm…

Another one heading to Mexico

lore astegianoLorena Astegiano Eismendi has joined PontaMedia as Media Director, after having worked for almost eight years at e-planning, most recently as Sales Director. Astegiano Eismendi will move to Mexico from Argentina as a part of the company’s expansion process.

Good luck Lore!

IMS and comScore introduce regional study

anita figueiredoThe girls from IMS’s marketing team (Anita Figueiredo and Nana Barragan) told me that before the end of the year, they will release a regional study on audiovisual content with an in-depth analysis of Latam audiences (with its peculiarities, presented by market), including findings on how they relate to relevant audiovisual platforms. The study, which is much larger than any they have released in the past, is being conducted in partnership with comScore.

We will be waiting for more news!

Changes in Chile

ale trujilloAlejandro Trujillo has left his position as a sales executive at LinkedIn (through IMS Chile), to join TAPTAP Networks as a sales manager. Headquartered in Madrid, TAPTAP Networks is a mobile- focused company that is making a gradual landing in Latin America (or so it seems, as they have opened commercial operations in Chile after doing the same in Colombia, where they already have an office.)

All the best Ale!

Adjustments at Guvera

My time as Guvera’s Sales Director for LatAm Southern Cone came to an end in mid-September. It was a very intense and rewarding experience, both personally and professionally, and I really appreciate having been part of it.

You’ll be hearing about my new projects soon, as we “digitals” never really leave; we just reinvent ourselves.

That’s all for now, folks! See you next month with all the gossip!