about RAYMOND GONZALEZ
Posted: June 21, 2012
Once upon a time, in the land of zero Gs, where Instant Messaging reigned supreme, there lived a boy without a cell phone—let alone one that was smart—who was happy to have a mere Hotmail account.
Alas, time has passed and that same young lad has more email accounts now than he can remember passwords. As for the ones he does recall, he certainly has no shortage of devices and platforms on which to check them.
And chances are, he’s checking those Living Social deals and New York Times headlines emails on his smartphone. That’s no fairy tale; it’s science. In the last six months (leading up to April), there’s been an 80 percent increase in the number of emails opened on a smartphone, 20 percent of which occurred on an iPhone—more than any desktop, webmail, or phone.
That being said, email marketers will do themselves a solid by learning more about their progressively mobilized audience if they check out this infographic from Litmus and Column Five. Take it from
me a boy who knows.
It’s hard to tell if Tumblr is a social network or a blogging platform, because the thing is, it’s both. For instance, you are reading this article on RaymondGonzalez.com, which hosted on Tumblr.
As a blogging platform, it offers an easy way to quickly share text or multimedia content. But Tumblr also has a social component. There’s a newsfeed, which, similar to Twitter or Facebook, updates as the people you follow publish posts. And like Facebook and Twitter, the quality of the content depends on whom you follow.
Tumblr is like a long-form Twitter. It’s also similar to Facebook, if instead of following your friends from middle school, you followed news organizations and content creators.
Launched a little over five years ago, Tumblr now boasts nearly 60 million blogs with nearly 25 billion posts. And it’s growing. The site receives 25,000 new users and 40 million new posts each day. The service is most popular with the teen and college-aged user segments with half of Tumblr’s visitor base being under the age of 25.
[RELATED: An essential guide for brands on Tumblr]
In other words, if your brand isn’t already on Tumblr, you probably should reconsider that position.
At PR Newswire, we use Tumblr in a few ways, among them:
• To recap the various conferences our team attends throughout the year;
• To share relevant social media and publishing news found on other Tumblr blogs (we do this by reblogging);
• To post news releases about topics such as the Muppets, cupcakes, or the energy drink Four Loko.
We joined Tumblr for the same reason all brands do—that’s where people are. The number of users on Tumblr is impressive. But its growth rate is truly exceptional.
Other media such as The Atlantic, The Economist and The Los Angeles Times have helped reestablish their brands by embracing this new digital space and consistently publishing relevant and interesting content. The Economist, for example, teases pictures and graphs to upcoming print issues.
Fashion bloggers have thrived in this space as well. Retailers like Urban Outfitters use it to promote new styles, while smaller blogs like Put This On taps Tumblr to promote suggested outfits and eBay sales. It’s no surprise that the more successful (or “viral”) Tumblr posts are those with photos.
To that end, the food industry also has seen some success with Tumblr. For example, Boqueria Restaurant of New York not only shows the final product, but also behind-the-scenes glimpses into its kitchens. Lost Weekend coffee shop on New York’s Lower East Side publishes artful portraits of its drip coffees, along with pictures of the fashionable clothes for sale at the shop and other images, videos, and mp3s it thinks their audience (and customers) will find interesting.
[RELATED: Clever PR Tumblrs to waste time on]
What’s particularly appealing about Tumblr from user’s perspective is that you can see all of this—and lots more—in one streaming newsfeed.
A signature aspect of Tumblr is its absence of advertising. Depending on your point of view, this is either a good or bad thing. For years, Tumblr resisted the idea of selling space to advertisers. Recently, however, it began to change its tune. Maybe it saw an opportunity. Perhaps it wanted to appease investors. One thing it’s not planning to do is to go the route of traditional advertising.
“The overall thesis of what we’re trying to do is empower and highlight interesting creative advertising,” said Derek Gottfrid, Tumblr’s vice president of product.
What this means is that an opportunity now exists for brands to tell their stories to Tumblr’s vast, growing audiences. This probably doesn’t mean pop-up or tacky banner ads. But it does mean that a window is opening to a vast audience of potential customers.
The big news in the tech world right now is the World Wide Developer’s Conference which Apple just concluded. That’s where the House that Jobs Built unveiled its latest operating systems for both computers and mobile devices, its latest laptop computer design and more. But what does this all have to do with cars, you ask? Plenty.
First off, Apple used the high-profile press conference extravaganza to announce the integration of its Siri voice service into cars, starting with nine automakers (among them the massive General Motors group) that will be putting a dedicated button on their steering wheels to allow drivers to activate the service on their iPhones and iPads without taking their hands off the wheel or their eyes off the road. But that’s not all that’s of relevance to motorists from WWDC 2012.
Apple has also announced the launch of its own Maps application, replacing the Google Maps utility it had begrudgingly integrated into its devices until now. Resulting from Apple’s acquisition of several erstwhile independent digital cartography operations, Maps aims to improve on the popular Google service with such features as spoken turn-by-turn directions with real-time ETA, smooth-scrolling 3D imaging, aerial flyover views of city centers and important landmarks, Siri integration and real-time traffic information.
The latter is reportedly crowdsourced anonymously from other users, leaving us with some questions regarding privacy issues. But we’ll leave that to the guys with the tin-foil hats while we blissfully revel in Big Brother’s latest offering to the masses.
What can social media marketing do for your business?
Take a quick closer look at these popular digital channels, and the benefits will be clear!
Save Time & Cash while Targeting a Diverse Market
Some of the Web’s most popular social networking sites (like Facebook, Twitter, and Linked-In) are free services. That means any business can establish an account, advertise and interact on these networks without draining its marketing budget or sacrificing valu- able spare time.
The result? Increased customer retention and a broader customer base!
According to recent reports, 55.6 million U.S. adults log in to a social network at least once a month. These individuals range drastically in age, income level, profession and interests. The far-reaching market potential speaks for itself!
But to reach the ideal audience for your business, you have to know how to effectively leverage each social networking site. Our dedicated Social Media Marketing specialists can guide you through the social marketing process to help your business thrive on these popular sites.
How it Works: Driven by Content
Social Networking sites function via the organic flow of information and ideas that naturally occur through friends and peers online. On sites like Facebook, when someone becomes a “fan” or joins a group, the user’s list of friends is alerted through a news feed. This feed displays interactions between the member and other users, along with product or service recommen- dations they share with their list of friends.
You can see where this is going…
If someone patronizes your business, and then uses a social network to discuss their experience (perhaps even posting a link to your Web site!), all of their friends can view that information. Those users would then perform a search for your business or click on the link to visit your Web site and learn more.
The key is to provide content that visitors and fans are compelled to share with their friends, thus generating a steady stream of traffic to your business. Videos, discussions, articles of interest, and direct interaction will encourage your Social Network contacts (friends, followers and fans) to check out your content and spread the word about you throughout their own social circles.
Large companies use social media to humanize their organization and let their customers feel truly involved. But you don’t have to run a massive corporation to accomplish the same results. We can help you plan a Social Media Marketing strategy that will draw traffic and generate word-of-mouth advertising!
Let’s take a look at the major social networks and see how they can be used to your advantage:
In 2007, Facebook opened the door for business promotion and interaction by enabling busi- ness accounts. This set forth an evolution in the field of online marketing. Today, Facebook is one of the most well-known social networking sites in operation.
With over 500 million unique active accounts, Facebook is used primarily for friends and family to connect in a user-customized environment. Users share everything from videos to games; from photos to links. Facebook members can also communicate with each other by posting on features known as “walls” – essentially, these are message boards and news feeds rolled into one source.
Facebook Business Pages facilitate the use of special applications located on tabs that business owners can customize to suit their needs. Possible application tabs for your Facebook Business Page include Photos, Videos, Events, Reviews, Discussion Boards, and many others. Facebook is very useful for spreading news to your contacts about new products and online or in-store events. Facebook’s discussion feature is a great way to directly converse with – and get feed- back from – your customers. It’s an effective method to build and spread brand awareness.
Launched in 2006, Twitter is a popular “microblogging” service that allows users to post short messages (up to 140 characters) from anywhere via their computer or mobile device. Their mes- sage, or “tweet,” is then sent directly to followers via text message, IM, or third-party application. Many business owners use Twitter to promote special deals or upcoming events. In fact, some companies even create exclusive offers available only to their Twitter followers.
In addition to the more well-known social networking sites (Facebook, MySpace, Twitter, YouTube, etc.), many social networks exist for specialized demographics. Whatever your industry or area of interest, there’s probably a dedicated niche market for you! Cornering a niche market is a great way to meet new business contacts in your specific field and sell directly to those most interested in your products or services.
Blogging, a popular practice for many businesses today, is a proven method for securing return site traffic. If you write – or “blog” – about topics that are of particular interest to your customer base, they’ll return to your site regularly. When they come back to check your blog, they’ll also discover special offers or new products featured on your site! In many cases, casual site visitors decide to make an impulse purchase while they browse features like blogs. That’s why giving customers a reason to visit your site regularly is always a smart choice!
There’s a saying in online marketing: Content is King. Your goal, then, is to use content in a way that connects you with target markets. With a well-developed social media strategy that inte- grates YouTube, a Facebook Business Page, Twitter and blogs, activating your digital customer base is an easy – and even enjoyable – process!
Contact Paygile, LLC today - http://freedemo.paygile.com/