When MktSoc can afford to get 8 boxes of (delicious but) pricey Patsy's pizza, you know the event is going to be something special, and today was no exception!
Melanie Hamilton (Sales Lead of New Advertising Products at Google+) came in to talk to us about what she does and how Google+ hopes to fully integrate Social and the Search, leading to a better experience for the user.
In Melanie's presentation she discussed four issues that marketers are struggling with in the digital realm and how Google+ can help address these issues.
First, Melanie brought up how Circles can help brands connect better with their fans. She showed us an example of how Intel had users +1 pictures of circles labeled "IT Experts," "Trends," etc. The users were then manually added to the corresponding circle by Intel, who could now share appropriate content with the right people! I thought it was a clever way for a brand to use Circles to their full potential.
Another complaint that people often have is that comments are not as meaningful as conversations. This is where Hangouts, Google+'s group-video-conferencing feature, comes in. She showed us this cool video of Will.i.am using Hangout to interact with fans:
After this, she talked about how recommendations made on social media lack staying power. To address this issue, Google introduced the +1 button, which you might have seen popping up around the internet within the last year or so, next to the "share on facebook" or "tweet" buttons. An interesting fact: +1 annotations (both friends' and general) in search results have been show to increase click-through rate 5-10%! That's huge!!!
Finally, Melanie addressed how marketing is fragmented. This is why Google is trying to integrate social elements into all of its efforts. Only when it was pointed out to me did I realize that this allows brands to build relationships with the world's larges audience--Google Search users (read: everyone with an internet connection).
Melanie then opened up the floor to questions, and did a wonderful job answering everyone's questions. In response to one student's question, she demoed Ripples, a Google+ analytics tool that shows how quickly and by whom content gets shared--it was pretty darn cool. Overall, it was a fantastic event, and I look forward to the future of brands on Google+!
For pictures from the event, click here.
Procter & Gamble is one the biggest advertisers whose continuous optimization approach for digital is fundamentally changing how it creates ads and applies what it learns to other parts of the marketing mix. Pantene is one of its brands that has been working with Smart Media, a system developed with Resource Interactive, to analyze click-through rates and flash surveys on purchase intent for different combinations of their ads and placements. According to Kevin Croaciata, Marketing Director of Pantene, performance has improved for those target metrics from 28% to 90% when using the continuous data gathered to constantly tweak ads compared to when creative pretesting is used alone.
Some interesting things they’ve noticed: white backgrounds don’t do well on Yahoo!, orange works on Facebook, and blonde models get a better response than brunettes on some sites.
Though it has changed the creative process by requiring more options upfront before launching the ads, it is not a drastic shift as it’s simple to develop tens of permutations to test with just a couple variations of key elements.
“If we…find one [element] is working particularly well in the digital space, it’s learning we can apply back to print ads, in-store elements and other places,” said Crociata. It’s clear that companies will soon be able to not only see but measure the lasting effects of changing just a few, seemingly inconsequential details.
Think a candidate’s online presence affects voting? Sixty percent of social media users responding to a Digitas survey in October 2011 said they expect candidates to have a social media presence; for almost 40 percent, information found on social media will help determine their voting choices as much as traditional media sources like TV or newspapers. Engagement level is a key measurement of social media success for a candidate. In contrast, the role of TV may diminish in comparison to social media. Also noteworthy, this year will also likely be the first time Republican voters match—and possibly exceed—their Democratic counterparts in social media use in a presidential election.
Over 111.3 million Americans were tuned into the Super Bowl on Sunday, making it the most watched U.S. TV broadcast ever. Moreover, more people than ever were involved in social media concerning the game. According to Bluefin Labs, the Super Bowl garnered around 12.2 million social media comments (from 5.4 commenters), which is 6.8 times more than last year’s event, which only had 1.8 million social media mentions. The event also set a record for the current largest media check-in site GetGlue, which recorded >150,000 check-ins.
Here are the comment counts for the most popular advertisements played during Super Bowl.
Everybody will know who won the biggest sporting event of the year by the end of Sunday night, but did you know there’s a clear winner in the advertising world too? Ever since 1989, interest in every second of advertising shown during the game has been tracked by the USA Today Ad Meter using continuous input from a small panel of viewers. Marketers hope to have cracked the top 10 of all ads shown for the night when ratings come out in the paper Monday morning.
However, over the years both audiences and industry professionals have expressed concern for how the Ad Meter causes creators to fixate on only what will result in the highest ratings and immediate reactions rather than a resonating message. This will be the first year USA Today is opening a public poll on Facebook, in addition to the traditional panel, and won’t declare a “winner” until the polls close on Wednesday.