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By Adam Solomon, Chief Growth Officer, Lotame

Despite rumors to the contrary, marketers, and agencies want and need a connected digital advertising ecosystem. To get there, savvy, growth-oriented publishers and media companies would be wise to embrace first, second, and third-party data. 

First-Party Data Is Superman But Even Superman Needs Help Once in a While 

Connected EcosystemNo one denies the power of first-party data. It has incredible value to publishers and marketers, and for good reason. First-party data was freely given by consumers to the sites and apps they love. I read a regional newspaper regularly and I happily log into my subscription every day. I want them to know who I am and serve me more of the content I’m interested in. First-party data is fantastic.

Like Superman, first-party data has its kryptonite and its scale. Marketers need scale to optimize their ad spend — and their media team’s resources in buying high-quality inventory. In a connected ecosystem, what provides scale for marketers is the ability to add third-party audiences.

You’ve seen the click-bait headlines that “Third-Party Data Is Dead.” It couldn’t be further from the truth for marketers and agencies who rely on these quality data sources to reach more relevant audiences everywhere they are. eMarketer projects digital ad spending in LATAM to continue its growth in 2020, as more consumers turn to digital due to the pandemic. As digital becomes the “channel of choice” for advertisers, they will need more signals, connections, and data points to understand the changing customer’s habits, interests, and behaviors. They’ll need third-party data to fill in those gaps.

Third-party data is the connective tissue everyone needs

Third-party data is the connective tissue everyone needs. If my newspaper wants to enrich its valuable first-party data, it can with third-party attributes and behaviors. Not only would that property learn more about its customers but with the right tools, they’d be able to package and pass those attributes and behaviors to the marketers that want to buy them. Go ahead and land that CPG or Auto brand with your data-driven audiences. Publisher grows revenue by maximizing inventory. The marketer connects with new audiences. Consumers discover products or services they didn’t know they needed.

Not all third-party data is sourced or aggregated equally, however. What I’ve described above is an ideal scenario in which the quality of the data provider has been vetted and verified. It’s not fantasy though. These data enrichment use cases are happening right now, around the world. Reputable third-party data providers like Experian and MasterCard, for example, are transparent about provenance, collection, accuracy, and usage. Which is why marketers and agencies can’t get enough of third-party data to learn more about their customers and create addressable audiences that actually work.

There will always be bad actors, and third-party data is not exempt. But to dismiss the power of third-party data as a whole to marketers and publishers is not only nearsighted, it’s downright blind. And now more than ever, it’s painfully obvious that relying on first-party data alone is not enough for marketers — by the way, it never was enough.

Browsers Are Crashing the Party

Browsers have overstepped and broken customer relationships with cookie blocking. They are effectively crashing a party they weren’t invited to and trying to take over the music and block the door.

Connected EcosystemConsider that worldwide, Safari and Firefox account for approximately 22% of the market share. Thanks to cookie blocking, marketers cannot reach those customers and prospects. Those touchpoints are gone. Further, publishers are losing out on monetization opportunities. Does that seem fair? Marketers and publishers were not part of the conversation about their ecosystem, about their economy, about the free Internet that they support. Safari and Firefox made these decisions to serve their own needs and to disconnect marketers from consumers, although I’m sure they’d be loathe to admit it. At least Google puts on a public face that the industry will be part of a solution, although the jury is out on how much weight or voice they’ll have.

Is it the responsibility of Safari, Firefox, and Chrome to persist in consumer privacy choices? Or rather, is it the right thing for publishers and media companies to protect their users and honor their choices? I suppose you could argue both sides sufficiently, but I believe doing the right thing by consumers is giving them the choice and tools to interact with trusted brands on their own terms.

Consumers win on privacy, right? Remember who pays for the vast majority of free content online. Marketers. If publishers can’t monetize their content and marketers can’t reach their customers, you can expect some of your favorite niche sites and apps to close up shop. You can also look forward to more irrelevant ads as marketers try their best to reach the right audiences but hit and miss more often.

Growing your business and helping your marketing partners succeed requires finding your consumers across many platforms and channels, understanding more about them, and engaging them in smart, respectful dialogue.

Don’t forget, third-party cookies and third-party data are not the same. What cookie blocking accomplishes is making it more challenging for marketers and publishers to connect data in web environments. Isolating your first-party data and refusing to collaborate is a dangerous way forward. As I’ve said previously, “Growing your business and helping your marketing partners succeed requires finding your consumers across many platforms and channels, understanding more about them, and engaging them in smart, respectful dialogue.” In other words, what will lift all boats is a connected ecosystem in which everyone can operate under the same guidelines and rules and identify consumers with translatable IDs while persisting privacy preferences.

Connectedness Is Human Nature 

Connections couldn’t be more important at this point in history. We’re all experiencing a world in which our connections, near and far, are keeping us healthy, sane, and fulfilled as best as possible during the pandemic.

I see the light and it’s not at the end of the tunnel. I see a very near future where marketers, agencies, publishers, and media companies will find new ways to connect with each other, see more about their customers, and have the tools to strengthen those relationships and grow their businesses.

Find new customers, increase customer engagement, and grow revenue with first-, second-, and third-party data.

“Disconnect” as an operating system is canceled. Let’s embrace the joy of connecting in meaningful and relevant ways. Call me optimistic but there’s so much that both sides of the table are missing right now, and Lotame is just the innovator to solve it.

Find new customers, increase customer engagement, and grow revenue with first-, second-, and third-party data. Learn how Lotame Panorama can help you in today’s cookie-challenged web.

Over 4.2 million peanut emojis have been used on Twitter since the emoji’s creation for the Spreading Good Campaign and the National Peanut Board (NPB) has set out to reach 6 million peanut emojis on Twitter by March 31 (National Peanut Month). Ryan Lepicier, Senior Vice President and Chief Marketing Officer, National Peanut Board, tells Portada how he is using emoji marketing.

 

The National Peanut Board (NPB) is giving substance to the peanut emoji by turning digital peanuts into real peanuts. The company will turn Peanut emojis into real peanut butter donations to food banks across the nation. The NPB is not only making a donation based upon all the U.S. peanut emojis used to-date on Twitter. In addition, they’re encouraging consumers to continue to use the peanut emoji on Twitter to fuel even more peanut butter donations to food banks.

 

Emoji Marketing as Amplification Tool

With emojis, we’ve been able to create a simple and straightforward campaign that is very user-friendly. Emojis are a universal language to communicate feelings and emotions. Thus, it makes it easy to engage with a broad range of audiences”, Ryan Lepicier, Senior Vice President and Chief Marketing Officer, National Peanut Board tells Portada.

“For example, the fan base behind popular South Korean K-Pop Band, BTS caught wind of our campaign and it quickly spread across their audience. We saw an increase of peanut emojis used within hours! In less than two weeks, we saw more than a million peanut emojis used on Twitter, surpassing our original goal. With people around the globe Spreading Good, NPB decided to increase the campaign goal. The objective is 6 million emojis on Twitter by March 31 and in return, NPB will donate 17,000 pounds of peanuts and peanut butter to food banks.

In less than two weeks, we saw more than a million peanut emojis used on Twitter.

 

Millennial Target

According to NPB data, about 94% of homes in the U.S. have at least one jar of peanut butter in their pantry. For the Spreading Good campaign, NPB targets millennials, who on average, spend nearly 18 hours a day on different types of media and 71% say they engage with social media daily. With this in mind, NPB honed into the digital space with an emphasis on Facebook, Instagram, Twitter, and LinkedIn.

The Spreading Good campaign is all about shareable content and a sense of unity.

 

Twitter, a Good Vehicle for Emoji Marketing

According to Lepicier, through Twitter the NPB was able to connect to its target audience: Millennials. Millennials have an average attention span of only 12 seconds, making it important to capture their attention quickly. To do so, the NPB thought of a tone for its Twitter page @PeanutsHere that was quick, fun, and a little nutty – just like the platform. “The Spreading Good campaign is all about shareable content and a sense of unity. For these reasons, we felt Twitter was our strongest platform to bring this fun campaign to life”, Lepicier 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: BODEN launches Escucha®, a social listening command center, in Latin America.
Why it matters: Escucha® will enable brands to listen to and engage with consumers and influencers seamlessly in real time, while building advocacy and improving brand perception.

BODEN announces the launch of its proprietary platform Escucha®, a social listening command center designed to build advocacy and improve brand health, in Latin America.

Escucha® provides rapid-response mechanisms to engage with current trends, consumers and influencers in real time. The novel service delivers consumer insights and analytics to inform social content strategies, and influencer activity to identify conversation drivers and opportunities across multiple countries.

“Influential voices in social media are affecting consumers’ purchase decisions and brand perceptions more than ever. Escucha® allows brands to listen in on collective conversations and trends, garner insights in real time, and identify engagement opportunities to ignite advocacy and increase brand loyalty across key consumer segments,” said Natalie Boden, president and founder at BODEN.

Latin Americans are the most avid social media users, spending more of their online time on social platforms than their counterparts anywhere else – five times the world’s average. Furthermore, with 336 million people online representing 60% of the population, the region exhibits an internet penetration 16.6% over the world’s average and the highest growth rate of any continent.[1]

“Latin American millennials are digitally connected and will continue to significantly impact and drive mainstream culture and social conversation over the next decade. The opportunity to analyze, capture, and plan content around their interests and conversations is paramount,” states Valerie Barbosa, director at BODEN.

Latin Americans are the most avid social media users, spending more of their online time on social platforms than their counterparts anywhere else.

Recently, Escucha® won a 2017 PR News Social Media Award for Use of Technology and a 2017 Bronze WOMMY Award for Technology Implementation. It was also shortlisted to the 2017 North America Innovation and Insights SABRE Awards in the Digital Newsrooms category. With this unique, best-in-class service, BODEN reaffirms its position as a leading PR and social agency at the forefront of the industry, continuing to provide cutting-edge solutions for driving conversations and connecting communities. Find BODEN on Facebook, Instagram, Twitter & LinkedIn.

[1] Internet World Stats (2016, June 30). Internet Usage Statistics for all the Americas. Retrieved from http://www.internetworldstats.com/stats2.htm.

 

 

 

A Social Intelligence Report from research company Oye! for Spanish Broadcasting Systems (SBS) has interesting insights about Hispanic Social Media Conversations and retailers over the Thanksgiving weekend. Plus what langauge they used and in what parts of the U.S. was the social conversation among Hispanics the most intense.

Kohl’s leads Hispanic Social Conversation on Black Friday, Amazon on Cyber Monday

kohl´sConversation among US Hispanics for Black Friday  was led by Kohl’s while Amazon led Cyber Monday conversation. Kohl’s conversation was overwhelmingly positive, at a higher proportion than was that for Amazon.

Language Choice: Mostly English

Tin Can Phone Spanish and English ConversationBased on the data collected and analyzed, Hispanics tend to talk about Black Friday and Cyber Monday in English. Spanish conversation was led by Walmart with mentions of their long lines before opening on Black Friday. On Cyber Monday Bilingual language was led by Amazon, where users discussed the website in Spanish and ended it with the hashtag #CyberMonday.

Geolocation and Sentiment

  • Conversation among US Hispanics for Black Friday and Cyber Monday had the largest volumes of conversation on the west coast in southern California while also being spread out through the state of Florida. Puerto Rico dominated Black Friday conversation while Cyber Monday conversations were heaviest in Los Angeles and New York City.
  • Kohl’s and Amazon led share of voice and the industry sentiment analysis shows an opportunity to convert neutral sentiment into a positive during next year’s Black Friday/Cyber Monday period. Other Insights:
  • Only a small percentage of negative comments existed, mostly regarding  websites crashing or a slow online check-out process.
  • Positive sentiment was driven by Victoria’s Secret for both Black Friday and Cyber Monday among Hispanics.

CHECK OUT:
How retailers lured Hispanic consumers on Black Friday/Cyber Monday
6 Facts You Need to Know About 2015 Thanksgiving Weekend Retail Sales Performance.