Vine is wildly popular and growing fast, with over 40 million users and 1.5 billion plays of the 6-second videos per day. The personal, creative videos are perfect for spreading brand awareness in an entertaining and engaging way, and marketers from companies like Lego, Adidas and Pizza Hut are beginning to catch on.
That’s why today, we’ve announced the addition of the Top Vine influencers into our app!
The Power of the Vine Influencer
Top Vine influencers have accrued millions of dedicated fans, which can open up a whole new audience to marketers. More importantly, though, these ‘celebrities’ are extremely relatable – they’re famous for being mostly normal. As marketers can attest, that normalcy goes a long way when trying to keep customer’s attention or building trust within certain markets.
Here’s a look at the Top 20 Vine influencer stats to show just how powerful they might be to your brand’s marketing and influencer strategy!
We hope the addition of Vine influencers to the Mattr app is valuable to you, and helps you deliver more impactful campaigns to a broader audience. Other app improvements you might notice this week include assigning/ removing users from a report, editing a report and exporting your report data. Go check it out!
And remember, we always welcome feedback on what you would like to see to make our app more useful and efficient.
Backpacks in banner ads. School supplies in search ads. Fall clothes in Facebook News Feeds.
Chances are, you’ve seen a few of these in the past couple of weeks. With back-to-school campaigns in full swing, your marketing team has already spent lots of time figuring out how to best target your customers with relevant ads, but your efforts shouldn’t stop there.
As campaigns roll out, it’s important to understand how to follow brand conversations, use analytics, and tweak campaigns appropriately to ensure your messaging continues to hit the mark.
The Power of Retargeting
Social Media works best for retargeting. Image courtesy of VerticalResponse.
For most websites, only 2 percent of traffic converts on the first visit. That’s where retargeting comes in. By monitoring your marketing campaign in real time, you can adjust it as necessary for maximum impact and target interested consumers where they’re already engaging.
Social media is the best route to take for retargeting success. Social lets you follow brand conversations in real time, which helps reveal any campaign adjustments you need to make.
For instance, you might change the segment you target (boys instead of girls, teens instead of parents) or which platforms you utilize (Facebook instead of Pinterest) based on insights you pull during the campaign.
Here’s how to use social to be more strategic in your retargeting efforts:
Take advantage of tools. Use the right tools to help you discover your brand’s influencers and fans, track popular content, and segment your audience. Whether you use social conversation tracking tools or choose to monitor it manually, make it a priority to dig deeper into the discovery of your brand influencers. These are the people who have the most influence over what people say and think about your brand. Then, work to foster ongoing relationships with these people.
Meet your audience where they are. Brand conversations can tell you what’s resonating within specific demographics. Are teens latching on to your campaign, or do parents seem more interested? Adjust your campaign to target each group differently. Then, look at their interests (favorite websites, blogs, celebrities, etc.), and find ways to take your campaign there. For example, Teen Vogue recently declared the second Saturday in August as Back-to-School Saturday (#BTSS) to cater to its teen/tween audience. About 50 brands participated in offering promotions and product launches, promoted primarily through social media, a mobile insider app, and a dedicated website. Those brands were smart to latch on to Teen Vogue’s influence with teens, tweens, and 20-somethings.
Stay platform-agile. In the old days, marketers received insights about their audience months after putting in a request (by which time many insights were no longer relevant). Now, you should be taking advantage of the opportunity you have to follow conversations around your brand in real time. Analyze social chatter moment to moment, and switch platforms based on your insights. Keep in mind that enthusiasm for Facebook is declining among teens, but if you’re going after Mom and Dad, it might be the best place to be. Of course, these trends change quickly, so it’s important to stay on top of the latest social crazes.
Be mobile-minded. Mobile has redefined today’s retargeting. Not only does it allow you to reach your target anytime, anywhere, but it also lets you retarget banner, app, and browser ads based on consumers’ past activity. When they search for your products but don’t purchase, you can make sure the product they were considering follows them to future browsing sessions. Twitter is especially hot for retargeting right now because brands can share desktop cookies with Twitter to target users with Promoted Tweets.
Measure, tweak, repeat. If one of your retargeting choices isn’t performing as expected, make a quick change and measure again. For example, if parents aren’t responding to your back-to-school campaign, maybe it’s time to go straight to the source and target teens. If most of your audience is engaging from Pinterest, get aggressive with your pinning.
By continuing this cycle of research, planning, strategic implementation, execution, and more monitoring/research, you’ll cultivate a living, breathing campaign that remains relevant and laser-focused on your target audience — whether they’re teens trying to impress their friends or backpack-seeking moms and dads trying to tackle back-to-school fashion.
In 2013, analysts projected consumers would spend $72.5 billion on back-to-school gear. But before the number of chino sales gets you too excited, there’s another important trend you need to take into account: Consumers are spending less and shopping smarter.
In that same year, consumers planned to spend 8 percent less on school supplies, and 32 percent of parents said they would comparison shop online before making purchase decisions.
So companies looking to get a piece of this year’s back-to-school pie have to deploy every resource they have.
Fortunately, marketing teams have access to unprecedented amounts of data that can inform their back-to-school marketing campaigns. It’s simply a matter of using that data creatively.
Use Social Media to Boost Back-to-School Marketing
One of the biggest challenges for marketers during the back-to-school season is connecting with youth through authentic, meaningful interactions. That’s where mobile and social marketing have become integral to narrowly focused campaigns.
Engaging with brands that use hashtags and other social conversation tactics is a form of expression for teens. And when they latch on to a brand as a form of individualism, high levels of engagement can follow.
Here are four ways you can use social media data to fuel your back-to-school marketing campaigns:
1. Use Online and Offline Location-Based Marketing Tactics
The most effective social media marketing managers understand the digital and physical locations of their target market.
While the digital platform with the highest concentration of your audience will give you amazing detail about demographics, usage, and shopping habits, the majority of customers will enter a physical location to complete their purchase.
To provide a seamless online-to-offline experience, utilize data about your audience’s behaviors to advise campaign-related decisions. Employ geotargeting data to identify shopping and movement habits, and develop location-based coupons to entice customers to enter your brick-and-mortar store.
2. Channel Analytics to Determine the ‘What’ and ‘Where’
Once you’re monitoring the right audience, you need to make sure you’re using the right words in the right places. Identify trending hashtags and topics on all social sites, then plan your content from there.
Take H&M. There’s an overlap between the audience that interacts with it on Twitter and the hashtags used. H&M’s audience is drawn to giveaways and contests. By incorporating these in its back-to-school campaigns, H&M can further engage with consumers.
Use this insight to determine where your target market spends the majority of its time and shares the most content, and move your campaign to that platform.
It might mean you need to move your promotions from Facebook to Instagram. Wherever the majority of outbound links are headed, you should follow.
3. Excite Audiences With Visuals
While text-based social sites are still popular, visuals are a critical part of solid content strategies. Images and videos get more click-throughs and shares from younger audiences, which almost automatically expands your reach. Share experiences, humor, culture, or news — anything that helps your brand naturally fit into real conversations.
4. Shift the Focus Away From You
Teens are influential in the buying process, and because they’re accustomed to products, services, and media that cater to them, they’ve lost the ability to care about you, your products, or your services. To get youths’ attention, keep them at the center of your efforts.
Simple tweaks can make a big difference in shifting the focus of your promotions to the audience. Offer contests positioning them as the stars of an ad or YouTube video. Ask for input regarding something influential in their lives. Attach your brand to a celebrity or event that’s meaningful to them. Use what you know to provide relevant and interesting promotions, and you’ll take their attention — and their dollars — away from other brands.
Too often, marketers run back-to-school campaigns that don’t speak to the right audience, or they try to engage with them in the wrong places. But with all the data available from social media analytics, you have no excuse. Offer something valuable, and keep it simple. If people see a clear benefit, they’ll share it. If it’s a simple message, it’ll be more engaging. Use real-time, honest insights to craft the perfect message every time.
World Cup 2014 is being touted as the ‘Social Media World Cup’. After the huge surge in social media activity during 2010 games, that’s no surprise. With so many people actively engaging with the World Cup on social, it makes sense for sponsors and Marketing Ambushers to use social data as an additional market insights resource to help plan or optimize their campaigns.
That being said- which sponsor or brand is currently reaching the right soccer audience based on last week’s @FIFAWorldCup Twitter engagement?
At Mattr, we’re analyzing these brands every week! By taking a sample of @FIFAWorldCup engagers, analyzing their personality characteristics and demographics, and then comparing those Personas to World Cup sponsors and Marketers, we can show who might be resonating best with the soccer audience.
Week Highlights: The Cleat Brands Are Kicking Butt
Both World Cup sponsor Adidas and Ambush Marketer Nike are pulling social engagement from the same ‘Rugged Male’ group that is making waves with @FIFAWorldCup on Twitter (we like to call them MEP’s, meaning ‘Most Engaged Personas’). It appears that Adidas’ decision to change their 2010 Marketing tone, from complex to ‘simple and exciting’, is faring well, since Rugged types prefer less emotion and more straightforward communication.
The true test for both brands will occur during the games, when Marketing teams should be standing by, ready to optimize their campaigns in exciting ways, based on who’s engaging with the World Cup and with their own brands on social. Adidas seems ahead of the social media game at this point- but time will tell who becomes more relevant.
Of Interest: Will Puma Attack?
Puma claims to be saving their new ad campaign for ‘Back to School’ after the World Cup games have ended, due to the crowded nature and deep pockets of World Cup Marketers. If they’re strategic, though, they could still make a play in the social media or online world and get some great exposure. Stay tuned!
It’s time once again for another installment of ‘Your Feedback Mattrs’. This is where we go over recent changes and keep you informed of what’s in the development queue. We rely heavily on your feedback to prioritize what is important. We all love hearing how you’re using or would like to use Mattr so please, please, please keep the feedback coming.
Here are some of the recent changes to Mattr:
Persona ‘View More’ Page
All of the changes we’re covering today are from the ‘View More’ page of your personas. Discover the demographics, interests and personality traits of your social media followers that you can apply to creative planning and production.
Natural Language Persona Description
When you click to view more about one of your personas you’ll see a natural language breakdown in the top left of the screen. You can click to Learn More About Personality Segments to know what content and stories you should develop to increase engagement.
Just below the description you’ll be able to quickly see the breakdown of any personality or demographics that aren’t filters for your persona. All of this helps you discover more about your audience and what resonates with them.
You’ll also notice a natural language filter on the Interests section. You can now select the category of interests, All, Brand, Media, Music, Public Figure, Sport, or TV/Movie that are popular or unique. You can use this to find surprising influencers you should be targeting, determining which publications to pitch or use for media placement, or even for influencers that would make effective partners. Want to see more interests? Just click on the + to expand the total number of interests that are shown.
Find out the hashtags that are important to your personas. Gain additional insight into what topics are engaging your target audience. Just like the Interests, you can see more tags by clicking on the + in the top right.
Most Shared Media
Use the ‘Most Shared Media’ section to see which media outlets or social media channels are shared most by your engaged followers. You don’t need to go very far down the list to find interesting media that can help you determine media/content placement and potential pitching targets to reach the greatest number of people.
We’ve added help to appear when you’re creating your Historical Snapshot, Active or Future Campaigns, and Personas. You can also view help for any screen by clicking the ? in the top right.
Here’s what we’re working on:
We’ve heard from several of you that you’d like to know who engaged with your campaign but don’t follow your brand. So, we’re adding the ability to see who follows you and who does not into personas. We’re also working on adding information about your personas to the initial Brand Campaign screen. What else would you like to add to the list?
I want to know what you think
Each week I look at the feedback we receive to prioritize where we should be making adjustments. Is there functionality you wish existed? Can we make changes to a process to make the experience better for you? Is there something that you don’t use or maybe don’t understand? Your feedback gives us answers to questions like these and helps us drive what additions or modifications we make each week. You are important to us. We listen to you, the Mattr user community, before making any changes.
Is there something you’d like us to be working on for you? Email me, firstname.lastname@example.org, I would love to hear from you.