Tag Archives: social media

THE FINAL REFLECTING CHAPTER

The final blog post will reflect on what I have learnt about digital communications, the topics that have been covered and what I have found the most interesting subject. Throughout the reflection will be looking at second-screen viewing experiences and SEO within the social media platform, which all relate to CONTENT MARKETING which can be defined by CMI (2013) as;

“A marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action”

As this blog, and in fact this unit, has illustrated, digital is becoming more and more influential within the social media platform, especially the social search (SEO).

Social search is a serious topic of discussion. Graph Search and growing numbers on Google+ are leading us to a social search (Green 2013). I feel people are using social searches is due to their ever-growing and changing networks which can be shared with peers.

The SEO world, and search in general, has moved away from link building as a stand-alone practice, and many online marketers see the future in Page Likes, Retweets, +1s, pins and Channel subscriptions. (Brafton Editorial 2013). Search engines reward sites for creating great user experiences through content marketing and inutuitive user designs.

It is clear to see that search engines are thinking about how the social platform can play a role in SEO. They are looking to achieve an algorithm for authority (Lucey 2013). Google has shown that it dominates SEO through encouraging content and strong keywords into natural search. However, Social media and search are blending together, which is why there’s even more reliance on authority. (Lucey 2013). As mentioned above, I believe that social searches will become more dominant in the future due to the content and endless amount of users.

Facebook is tormenting google through their previous launch of graph search, which was mentioned in a previous blog. As previously mentioned, Facebook has 1 billion users worth of data which is an advantage over Google. The newly innovative search engine allows for more personalised searches. Personalisation is another topic that has been covered, which i found has been very interesting due to rivalry of personalisation between Facebook and Google. Like Facebook, Google offered Google Plus Your World, which will personalise search results according to Google+ data (Lucey 2013).

Search Engines vs. Social Networks – During my previous blog post about personalisation and content marketing, the SEO that LinkedIn have launched was not launched, showing the ever-changing digital landscape. They have recently taken steps to revamp its own original search engine “to keep users from straying to external search engines” (Lucey 2013). I can predict that this rivalry will continue and the “social search” will over-power external search engines. However, the digital world is so extreme and vast that predictions are difficult to make. As we peer into the future of SEO and social, I tend to wonder one thing. More articles are referred by social media which is a worry for search engines. However, it will depends whether social media networks will work with or against search engines.

Relating back to the previous ‘content marketing’ blog, content matters more than ever. I see the word popping up on the internet, on social media and in general adverts, proving that it is the “solid rock in the changing tides of search, mobile and social media” (Ferguson 2013). As mentioned previously, it is what builds your brand, becoming the core of and SEO and social media strategy.

Another topic that I found very interesting, and wish I had covered more is THE SECOND SCREEN. According to Moses (2013) “the more screens you have, the more likely you are to engage in media multi-tasking. However, I believe that advertisers must work harder to attract peoples attention as they move from one screen to another. On the other hand, Moses (2013) defended this by stating “second-screen apps that compliment the TV viewing experience can heighten people’s response to the advertising.” It is interesting to see that Shazam is looking to launch interactive cinema ads. It is used as a second-screen for cinemas to target cinemagoers with branded content. I find it fascinating how this leads back to content, which emphasises its importance in the world of digital communication at present. There have been trials of the service what have seen a 56% ad recall and 10:1 ad like ability compared to ads on TV.

Above this, it is interesting to see that Shazam is looking to take a share of the growing social viewing market as brands invest more in creating second-screen viewing experiences (Marketing Week 2013).

At the end of the day, this blog all reflects back to CONTENT

Even though second-screen viewing is a talked about subject, as one of my first blogs reflects, it is not commonly used by consumers. The statistics about the second-screen as highly interesting. Somewhere between 75% and 85% of TV viewers use other devices while watching (The Guardian 2012). What must be considered, is how many of those people are using the second-screen to do something relevant to the show they are watching. As little as 37% according to The Guardian (2012). These figures highlight that the second-screen needs to be advertised strongly in order to get people to relate their second-screen to the original screen.

Therefore, it is important that a marketing strategy focuses on the content with the social platform looking more into SEO as said earlier, I predict they will be dominant over search engines.

Overall my digital experience and knowledge has been significantly enhanced and it has enabled me to develop and enhance my skills. However, if I was to repeat the blog again I would ensure I use an alternative provider such as blogger.com as it was more interactive with more view opportunities. I am pleasantly surprised how interested I have become in this subject which has had an impact on how much I look into the social platform.

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THE PERSONALISED DIGITAL EXPERIENCE

Social media continues to grow rapidly, offering global consumers new and meaningful ways to engage with the people and brands that matter to them (Neilson 2012).

The recent proliferation of mobile devices and connectivity helped fuel the continued growth of social media. Therefore, multiscreen communication has increased speed of response and ease of communication between marketers and consumers. Marketing is evolving from something you do to the youth to something you do with them. (Muhumuza 2012). Consumer involvement and deeper engagement in the brand allows movement from a relationship as a consumer to one of the ultimate objective of brands.

Online interactivity didn’t start with social media, but through social media’s success (Moravick 2013).

The social platform is on an unstoppable path towards hyper-personalisation (Inside Facebook 2013). Communication between business and consumer has gone from anonymous mass marketing to relevant targeted messages to personalised social experiences. Facebook provides an end-to-end solution for marketers to construct intelligent audiences and engage users with personalised experiences. Google adopts personalistion methods like Facebook, called algorithms, storing data about logged-in users’ past searches; it uses the data to tweak a set of algorithms that deliver more relevant and personalised search results. (Naone 2012).

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Google are yet to discover an innovative personalistion method that is as successful as Facebook. In the mean time, Facebook recently released its “Custom Audiences” feature, which allows digital markets to run advertising campaigns targeted specifically to certain customers and prospects (Steinberg 2012).

By offering more options to target audiences, Facebook is gaining ground in its ongoing innovation battle with Google. Facebook are the innovators for custom audiences which have been copied by google and amazon.
With nearly 83 percent of marketers using Facebook, what can marketers actually do with this new tool?

Marketers build digital campaigns to connect with and influence customers (Facebook Studio 2012), however, many seek to optimise the impact of their ad campaigns. “99% of sales generated from online branding ad campaigns were people that saw, but did not interact with the ads” (Facebook Studio 2012). Therefore, delivering the message is more important than the ‘click’.

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Unlike traditional marketing, social media offers brands a chance to interact with consumers (Gleeson 2012). Online marketers are choosing Facebook over other digital channels to advertise their brand due to 800m current users (Facebook 2013). Before they are able to engage with customers, brands must build a dialogue that emphasises trust which can be awarded by providing value in a creative way (Gleeson 2012). 

Old Spice are recognised by their digital ad campaigns on YouTube, which can be shared through the social media platform. Their strong brand awareness resulted in Old Spice being the leading male body wash and deodorant brand in the US. Their social media campaign in 2010 saw sales to increase by 107% (Axon 2010). To top this off, their latest online interactions have seen a 800% rise in Facebook fans.

Brands can be found through search engine optimisation and creating brand awareness; this can be highly benefitted by a successful offline campaign. McDonald’s ‘Im Lovin’ it’ campaign can be regarded as highly successful when delivering their traditional brand in new ways; enhancing brand awareness.

In a highly fragmented media market, more and more brands are turning to the art of transmedia storytelling to turn online interaction into offline action. (Davis 2011). Jay-Z’s book ‘decoded’ witnessed an offline campaign leading to online action. Offline interaction occurred through billboards and bus shelters (Davis 2011) being enhanced by an interactive game. Jay-Z’s partnership with Microsofts Bing was a way to engage consumer’s with Bing’s new mapping software.

What should be considered is that people are very still very much participating in offline, with Vogue managing to increase its readership by 50% since 2000.