Social Media Marketing, Psychographics, E-sports, Ocean Plastic
August 5, 2018
Curation and commentary from Marc A. Ross
Reporting from Alexandria, Virginia
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Social media — what is it good for?
Social media marketing has been the hottest marketing concept for the past decade.
And why not?
With just a little effort, the marketing machine complex has amazingly shifted the production and creativity to a workforce that does all the heavy lifting for free.
Consumer-generated content, for free.
Direct to consumer engagement, for free.
Friends and family telling what to buy, where to eat, what to watch, all for free.
But is social media marketing losing steam or are we at the pioneer stage of these tools?
Earlier this year Pew Research dropped their annual report on Social Media Use in the United States.
And to no one’s surprise, a majority of Americans use Facebook and YouTube, and young adults are unusually heavy users of Snapchat and Instagram. The survey of US adults finds that the social media landscape in early 2018 is defined by a mix of long-standing trends and newly emerging narratives.
As has been the case since the Pew began surveying about the use of different social media in 2012, Facebook remains the primary platform for most Americans. But the social media story extends well beyond Facebook. The video-sharing site YouTube is now used by nearly three-quarters of US adults and 94% of 18- to 24-year-olds.
But there are pronounced differences in the use of various social media platforms within the young adult population as well. Americans ages 18 to 24 are substantially more likely to use platforms such as Snapchat, Instagram, and Twitter even when compared with those in their mid- to late-20s.
As was true in previous surveys of social media use, there is a substantial amount of overlap between users of the various sites measured in this survey. Most notably, a significant majority of users of each of these social platforms also indicate that they use Facebook and YouTube. But this “reciprocity” extends to other sites as well. For instance, roughly three-quarters of both Twitter (73%) and Snapchat (77%) users also indicate that they use Instagram.
This overlap is broadly indicative of the fact that many Americans use multiple social platforms. Roughly three-quarters of the public (73%) uses more than one of the eight platforms measured in this survey, and the typical (median) American uses three of these sites.
As might be expected, younger adults tend to use a greater variety of social media platforms. The median 18- to 29-year-old uses four of these platforms, but that figure drops to three among 30- to 49-year-olds, to two among 50- to 64-year-olds and one among those 65 and older.
So is social media marketing still a thing?
But what does this social media thing mean for marketers, communicators, and advocates?
A few ideas.
Americans might say in polite company they don’t love social media, but their activity says otherwise as they use these tools and use them a lot. Second, social media users take advantage of multiple platforms and embrace their unique tweaks. Finally, it may be early days of social media, but there is a lot of content and distraction out there — and frankly, most of it is junk food for the brain.
For marketers, communicators, and advocates to take advantage of these tools they must think reinforce, reward, recognize, refresh, and research.
Also, your content must be outstanding because the consumer has multiple channels for distraction, others want your audience, and if the user doesn’t feel special, someone else will give them a home.
And most importantly, more and more content is being produced daily. Just like this Ross Rant, content will be easily created and then placed on a minimum of six social media and digital platforms.
So keep on using social media marketing but make sure your content and engagement reinforces, rewards, recognizes, refreshes, and is well researched.
If you want more, you can access the full report here: https://goo.gl/rWdo9g
What the team at a16z is reading this summerhttp://bit.ly/2MeyRGJ
FIVE ARTICLES TO READ
What is psychographics? Understanding the 'dark arts’ of marketing that brought down Cambridge Analytica: Although it came to light with the Cambridge Analytica scandal and 2016 US presidential election, psychographic marketing may be even more effective in commercial rather than political advertising. And it's already more prevalent than you might think. http://bit.ly/2MiCSJS
The world's most beautiful libraries – in pictures: In a new Taschen book, the Italian photographer Massimo Listri travels around the world to some of the oldest libraries, revealing a treasure trove of unique and imaginative architecture. http://bit.ly/2KjGWYS
American land use: Here's how America uses all that land to feed itself, power the economy and extract value for business and pleasure. https://bloom.bg/2LQLvyl
Hypnotic mass phenomena: Peter Thiel is one of Silicon Valley’s bigger-than-life characters. Now he is leaving the epicenter of the tech industry. A conversation on human herd behavior, successful investment, Donald Trump’s genius, homosexuality, and death. http://bit.ly/2LZrAKs
Vivienne Ming: ‘The professional class is about to be blindsided by AI'https://on.ft.com/2NRxQoo
"Ming has done research, using a database of 122m US workers, that shows how conventional hiring measures, which usually home in on credentials from a handful of schools or the impressions taken from one-on-one interviews, have little to do with workplace success."
BRIGADOON EVENTS - FALL 2018
Brigadoon Annapolis | Salon Dinner + Lectures = September 20-21, 2018 | $345
Brigadoon Detroit | Salon Dinner = October 11, 2018 | $125
Brigadoon Cincinnati | Salon Dinner = November 1, 2018 | $125
Brigadoon Scotland 2018 = November 11-13, 2018 | $800
More details and ticket information @ thebrigadoon.com/events
Media consumption: The latest numbers from Nielsen show that on average American adults spend 11.1 hours every day consuming media, up 19 minutes over the previous quarter.
-- 92 percent of adults listen to radio in an average week
-- 88 percent watch television
-- 79 percent mess around on a smartphone
-- 60 percent on a computer
-- 15 percent on a game console
Ocean plastic: More than 80% of marine plastic pollution comes from Asia
Degrading plastics emit greenhouse gases: study: AFP reports, a study in the journal PLOS ONE on Wednesday found that degrading plastics emit powerful greenhouse gases like methane and ethylene, and are a previously unaccounted-for source of these heat-trapping pollutants. Plastic water bottles, shopping bags, industrial plastics and food containers were all tested as part of the study.
“It got to a point where it would be far easier to build a technology company that does marketing than to try to change a big legacy business into that.” -- Havas CEO David Jones on rethinking the traditional agency model.
Does packaging matter? In a world of e-commerce, brands no longer need packaging to catch shoppers' eyes. Instead, online platforms lets brands use photos, videos, user-generated content, and more to promote their goods.
Biz trip for work and fun: Business and leisure travel are becoming increasingly blurred.
Wired To Lead™ podcast with Brigadoon Founder Marc A. Ross: Earlier this year I joined Perry Smith and Cameron Gott on the Avalon Institute’s Wired to Lead podcast. The discussion focused on developing Brigadoon to be a leading global network where curious and compelling entrepreneurs and thought leaders gather as well as cognitive preferences and executing on ideas.
You can watch and hear the podcast here: https://goo.gl/KPTwxT
The Tragically Hip - Ahead By A Century https://goo.gl/tJBgwL
Why competitive gaming is starting to look a lot like professional sports http://bit.ly/2NXqRdD
"As e-sports continue to chase mainstream popularity, traditional sports organizations have steadily joined the ranks. Now, some of the biggest professional e-sports leagues in the world are starting to look a lot like the NBA or NFL. That includes big-money owners, a structured schedule, and things like minimum salaries and other benefits for players."