Posts tagged “foursquare

Kansas City Social Media Marketing Company Shares Top Five Predictions for 2013 Including Pinterest, Foursquare, Facebook, Twitter and Google+

By: Valerie Jennings, CEO of Jennings Social Media Marketing

These are my top five social media marketing predictions for 2013. This list may not encompass the trends in the next months ahead, but it’s a fairly adequate outline of what the future looks like.

1) Pinterest continues to monetize social media. However, without an open API platform, it’s a little too soon to see its full potential.  Overall, I don’t see any reason why all brands across all industries wouldn’t take advantage of this monetization platform. While social media isn’t just about sales, Pinterest offers brands real value via their pinners by building content that they love, feel inspired by and may feel inclined to purchase. It could be the next best e-commerce platform in the social media marketplace.  It’s already one of the top social networks for referring website traffic.  I would highly recommend it to all brands.

2) Foursquare will continue to offer monetization opportunities for brands via the check in feature. Foursquare’s recent modifications to allow franchise pages to have one brand a page is a nice addition to tracking data analysis, engagement and ROI. If Foursquare can monetize differently, other than rewards via their check in system, allowing for a more integrated social media campaign which effects all other social networks, it would open up the doors for a more targeted location based campaign. This would trigger insights in geographical markets where consumers engage more heavily via Foursquare. This would also allow the brand to have more confidence in a social media presence with a heavier emphasis on Foursquare where insights prove substantial engagement throughout a local zip code. While Foursquare, Twitter and Facebook synchronize, there is still room for improvement to determine a way in which the location-based model integrates more heavily with Twitter including viral tweets in targeted areas where Foursquare is performing very well for a brand.  However, this could improve campaign functionality, engagement, monetization and ROI. Foursquare continues to be one of the best location-based tracking platforms in the social media industry for brands.

3) While Facebook continues to be the top social network for businesses, large and small, there are some challenges ahead for this platform. The first issue is that Facebook is trying to be all things to all people and brands, diluting its social network impact across engagement. This is attributed to the fact that the edge rank scoring model has been changed substantially, affecting a brand’s ability to engage with its fans. Even though brands have the option to engage more readily via the promoted posts, sponsored stories and ads, this is still a paid investment versus the natural model of displaying a brand post to those who have liked the page. Lately, we have noticed a distinct decline in the viral nature of organic posts without utilizing one of Facebook’s paid models across all pages, all industries and sizes from publicly traded to small businesses. If Facebook continues to push brands into the paid model to increase its edge rank score, then this is not a pure social channel. Facebook continues to impress my colleagues and myself, and we know that Facebook will evolve over time to improve its algorithm for brands to purely reach, engage and monetize with its user base. Social networks ads are one of the greatest opportunities to reach a new targeted influential and action-oriented audience. We utilize Facebook ads across all clients, industries and brands, both large and small. There is still great value in tapping into Facebook’s resources. We just hope that Facebook continues to recognize the importance of collaborating with its businesses.

4) Twitter will continue to improve its customer service support while maximizing its reach across industries and large and small brands. We see the best value coming from the customer service elements in which it is very easy to track and measure performance on Twitter while engaging with customers. Complaints on Twitter about brands continue to be the best opportunity for businesses to improve its customer relationship with its audience. While Twitter still doesn’t have the full functionality of Facebook for tracking, analysis, engagement and ROI, its short messages break through the clutter with custom hashtags, SMO and engaging with key online influencers. Key online influencers continue to drive engagement for brands, monetization and ROI. Twitter contests are still extremely valuable for large brands that need to improve engagement and rapport with consumers and influencers. However, smaller businesses are still suffering from too much fragmentation across social networks and will need to rely on Twitter for organic SEO, engagement with influencers and maximizing headline news. ROI is still important on Twitter, although it’s been transformed into more of an influencer metric versus an engagement monetization tool.

5) Google+ is here to stay. If we don’t engage on the platform in the near future, Google will probably erase us off the search map.

If you have any questions, concerns or comments about the 2013 predictions, please reach out to Valerie Jennings via email [email protected] or via Twitter @ValerieJennings. As always, feel free to leave a comment.


Location-Based Mobile Services Becoming Increasingly Popular: Over 25% of Americans Have Used Location-Based Services for Recommendations

Posted by: Micah Pratt, social networking research & development

Using location-based services to find the closest restaurant or to get directions is becoming the newest trend in mobile technology. Here is an article from The Washington Post on how Americans are using location-based services.

Over a quarter of American adults use mobile location-based services

Not many people are “checking in” using services such as Foursquare and Gowalla, but over a quarter of Americans are checking out their surroundings using location-based services.

The latest research from Pew’s Internet and American Life Project found that 28 percent of American adults have used mobile or social location-based services to get recommendations such as the best-rated nearby cafe or directions from their current location.

Only about 5 percent of those surveyed used services that post their current locations, though smartphone users were more than twice as likely to signal their location to their friends. In a similar vein, about 9 percent of all users used the location-tagging options on social media.

As once might expect, younger smartphone users are more likely overall to use check-in services, but there was no clear divide on age when it came to hitching a location-tag to a Facebook or Twitter message.

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Kansas City’s Data Center & Internet Hub Increases Website Traffic With Social Media and Cuts 75% of Google Adwords Budget

Posted By: Jamie Sutera, VP of R&D

1102 GRAND, Kansas City’s data center and Internet hub, saw a 200-300 percent increase in its website and blog traffic, and cut 75 percent of its Google Adwords budget. The marketing ROI is part of an ongoing social media campaign with Jennings Social Media Marketing (www.jenningssocialmedia.com).

Darren Bonawitz, principal of 1102 GRAND, said that Jennings Social Media Marketing helped 1102 GRAND have a better perspective of online marketing strategies. “We were in need of marketing experts and that is exactly what we found in Jennings Social Media Marketing. We have worked with Jennings Social Media Marketing for approximately two years. In that time 1102 GRAND has had an increase in website traffic, saved 75 percent of the budget on the Google Adwords campaign, been requested for more interviews than we can handle and been able to realize significant quantifiable results through additional revenue,” said Bonawitz.

Bonawitz added that the focus on social media is extremely beneficial. “Jennings Social Media Marketing implemented many facets of social media marketing including Facebook, Twitter, e-newsletters, blog, case studies, organic search engine optimized press releases and Web videos. Social media is such a vital tool because it is constantly working. We have had so many great results, and it is hard to argue with results,” said Bonawitz.

1102 GRAND is a Midwestern carrier hotel and network neutral collocation facility specifically enhanced with the infrastructure to host and provide services to an array of global network operators including carriers, service providers and enterprise customers who demand highly secure and connected, customized solutions for their core networking equipment. 1102 GRAND offers a wide array of collocation options including cabinets, cage space, suites and space for private data centers, all of which are connected to a carrier neutral Meet Me Room, housing nearly 30 carriers and service providers including AT&T, Level 3, TeliaSonera, tw telecom, Zayo Enterprise Networks, and Hurricane Electric (http://1102grand.com/).


4 Social Media Marketing Predictions for 2011

Posted By: Jared Cook

2010, often referred to as “the year of social media,” has come and gone. As we move forward into 2011, we will continue to see social media evolve and grow.

Below is an article from Mashable.com, written by Tim Ferriss, providing his insight into-

4 Social Media Marketing Predictions for 2011

Ah, social media marketing. Fewer things are so lavishly spent on, yet so poorly measured. Here are a few predictions for 2011 related to where the smart money and dumb money will go. Special thanks to a number of high-volume retail experts for their insights, including Ryan Holiday, director of marketing at American Apparel. Read on for our predictions and let us know in the comments what you think social media marketing will look like in the year to come.

1. YouTube Beats Yahoo — Video Will Convert

YouTubeYouTube is the second largest search engine in the English-speaking world. That’s right: YouTube is bigger than Yahoo. Zappos, as one example, added simple videos of people holding shoes and moving them around to its sales pages and increased conversion rate from 6% to 30%. When I look at the traffic sources for my book trailer on YouTube, the biggest referrer isn’t my own blog. It’s The Huffington Post. I customized the video and text content to a niche (but sizeable) outlet that didn’t exist two years ago: Huffington Post Books. With proper targeting and syndication, this 50 second video almost immediately propelled my book from an Amazon rank of approximately number 150 to 30, now stabilizing at number four in all books. We usedRankForest to track this sudden change.

2. The Full Resurrection of E-mail

Groupon has an e-mail list of at least 15 million strong in the U.S. (the company says it’s 30+ million if you include international), which goes to show that a true permission asset can be worth nearly $6 billion on the bidding table. E-mail addresses are a safer long-term investment than social media features. Think about all the money companies spent advertising their MySpaceMySpace pages in 2007. Even on FacebookFacebook, your direct messages to fans are relegated to a second tier inbox no one reads. This is something you don’t have to worry about happening in e-mail marketing. Among 20- to 35-year olds, at least, their physical addresses change more frequently than their e-mail addresses. The smarter marketers will budget “social media” acquisitions based on lifetime value (or a set duration, like 6 months’ retail purchases) of e-mail addresses. One major retailer did the math and learned that an e-mail subscriber is worth roughly $20 a year in annual online revenue. Knowing this number allowed the retailer to:

  • Calculate the value of the real estate it gives the e-mail signup box at the register in stores. It turns out to be one of the most lucrative converters in an already competitive area.
  • Easily say “Yes” or “No” to requests to participate in contests/sweepstakes by judging return on new e-mails acquired.
  • Calculate what the company can spend to build its list.

There are companies like Opt-Intelligence that can be paid a CPA (cost per action) for what are called “co-regs.” Co-reg example: If you’re signing up for an account at NYTimes.com, and it says “Get 4 issues of Golf Magazine FREE!” someone paid for that because they knew it will make money based on lifetime value. After the above-mentioned retailer quantified what an e-mail subscriber was worth, the company was able to double its subscriber base in less than eight months. The majority of that growth came not through spending money upfront, but from the redirection of already existing resources in ways that weren’t possible before calculating that number. Let’s say that added 500,000 e-mail addresses, each worth $20 in 2011; that means an additional $10 million in revenue with no significant capital outlay. Aaron Ray uses the same tactics for the “free agent bands” (major acts who’ve left a label) at The Collective. He figures out how many tickets you sell through your fan club, how many downloads come from your e-mail list, and how much traffic you can drive through Facebook and TwitterTwitter. It’s critical for two reasons: 1) For accurate revenue/sales/attendance predictions, and 2) As ROI metrics to justify investments for growth. This also allows loss-leader campaigns. Even if the math on a Groupon deal is razor thin, a smart retailer (online or offline) can acquire e-mails through a special form they set up and add an extra $20+ per transaction, per our hypothetical example. Many companies can afford to give product away for “free” if they have the right metrics. Most companies don’t, which leads us to number three.

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Social Media Coupons and Promos Reach Audiences and attract “Followers” for Brands

Posted By: Carlee Vellinga  

More than half of consumers follow at least one brand on a social networking site. A new study shows that consumers chose to follow a brand in order to receive a deal or promo or to find more brand information. This article from InformationWeek.com was written by Alison Diana and it reveals the results of the new social media research.

Coupons, Promos Attract Social Media Brand ‘Followers’

The majority of consumers are willing to follow a brand on Facebook or Twitter — especially if there is a financial motivator such as coupons or special promotions, a new study found.

In fact, 60% of consumers polled follow at least one brand via a social network, and one in four said they did so in order to search for coupons or promotions, according to a poll of more than 15,000 residents of the United States and Canada by Empathica, a developer of customer experience management (CEM) solutions. Thirty percent cited their desire to seek more information on a brand, the study found.

“The challenge for companies is to identify the triggers that make consumers want to follow their brand, further engage with them and keep them top-of-mind,” said Gary Edwards, Empathica executive VP of client services. “Our survey results suggest consumers show preference to interacting with brands that offer coupons and promotions via social media outlets. It’s important for brands to recognize consumer preferences and what will help encourage them to visit an establishment.”

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Foursquare Check-Ins Show Where Shoppers Went on Black Friday

Posted By: Carlee Vellinga

Retailers promoted their Black Friday sales heavily this year. Social media was a reliable tool for many retailers who chose to use apps, Twitter and Foursquare among other social media tools. This article written by Jolie O’Dell from mashable.com uses graphs to show where shoppers checked in on Foursquare.

Which Retailers Got the Most Checkins on Black Friday? [STATS]

We’re still breaking down the metrics for Black Friday 2010, but if Foursquare checkins are any barometer, Target probably had a pretty good day.

A tiny percentage of the population uses location-based checkin tools like Foursquare; and in all likelihood, these digital citizens are more likely to be shopping online than in stores during the holiday season. So numbers gathered by Trendrr and AdAge represent a tiny sliver of what in-store numbers might have actually been.

The number-one store by Foursquare checkins was Target, which captured almost one quarter of all Black Friday checkins — no small feat considering the substantial Foursquare marketing efforts of other brands.

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Doctors Utilize Social Media to Attract New Patients

Posted By: Carlee Vellinga

Medical Groups are learning that social media is a helpful marketing tool. Many doctors and Health Care providers are beginning to utilize deals and promotions on sites such as Groupon and Foursquare. Doctors are offering discounted medical services for those who check the sites. This article from The Los Angeles Times illustrates the way the medical field is changing as doctors find innovative ways to attract new patients.

HealthKey: Doctors Experimenting with Social Media

Monica Dillon wasn’t happy with her eye care provider, so when she saw an online deal for an exam and glasses for $50, she clicked on it.

The accountant, who lives in Columbia and works in Washington, doesn’t ordinarily get medical care without a recommendation. But the offer was too good to resist — and, as she notes, there would be no surgery or undressing.

“The timing was right so I jumped on it,” she said about her purchase via Groupon, a deal-of-the-day e-mail sent to tens of thousands of people in the Baltimore region and millions nationwide. “I’d be more cautious about laser surgery or hair removal. That would take more research. But this worked out; they found a problem with my prescription.”

Katzen Eye Group, the company behind the deal, is among the growing number of health care providers testing the latest in social media. They’re intrigued by the opportunity to attract new patients who might have no or little insurance for specialty services, and to provide information and services to current patients.

Web pages, Facebook pages and Twitter accounts have become a staple of businesses. The newest trend are dealmakers such as Foursquare (a mobile application allowing participants to “check in” at locations and win small rewards), Scoutmob (e-mails that promise discounts at hot spots in cities such as Washington, though not yet Baltimore) and LivingSocial (a Groupon-like deal site).

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