By Liam Dowd - October 21st, 2014

Engaging social media content, social TV and why marketing to Millennials is flawed

Social TV continues to engage

Second Annual TiVo Multitasking and Social TV Survey finds that most engagement does not take place during TV programs. Though TV multitasking may be on the increase, viewers also report an increase in TV viewing as the primary focus: 47% of respondents' total TV time is spent with their primary attention on the TV show while multitasking, versus last year's 39%. Also, 26% of their TV time is spent multitasking with their main focus on another task, similar to the 2013 study, and 27% of their TV time is spent only watching TV (not multitasking), down from 35% in 2013.
 
And 63% have noticed Twitter hashtags displayed during television shows, but of this group, only 12% liked seeing hashtags while 53% disliked them. A similar trend occurs with onscreen polls; 37% have noticed them, and within this group, 20% liked and 45% disliked the polls.
 
In addition the survey also finds Only 22% reported ever posting on social media sites about shows they watch; 5% of all respondents do this a few times a week or more. Of those who do post to social media about their TV favourites, the majority (71% ) selected Facebook as the site they most commonly post about TV; Twitter came in a distant second with 24%.
 
"Even given the proliferation of multitasking, viewers remain primarily focused on the television shows they are watching," said TiVo Chief Research Officer Jonathan Steuer. "To paraphrase the Bard, the program's the thing!"
 
TV then has some way to go with its integration of programing and social media. This will surely converge, but this is likely to increasingly take place on mobile devices.
 
Social TV continues to engage

Content on social media continues to engage

The latest trends survey across the B2B marketing sector from the Content Marketing Institute reveals that engaging content is still your corporation’s best source of engagement across social media. It’s little surprise that in this marketing sector LinkedIn tops the charts with 94% of those surveyed using this network. In addition, Google+ is beginning to see increases, as business users understand the potential power this social network has simply because of its close connections to Google’s search results.
 
 

Nearly nine in 10 US marketers are using social media marketing

The latest study from eMarketer concludes that social media continues its drive to become the core of every corporation’s marketing strategy. However, there remains a nagging issue with reporting ROI with any accuracy. Marshall Manson, Ogilvy & Mather said: “The stats that are available in social platform analytics tools are great, and they’re really useful for optimizing campaigns, but that’s a long way from demonstrating business value. We as an industry have to be more sophisticated in the way that we understand our clients’ business objectives, apply them to the social space and develop metrics that tell something useful.”

Taking a more holistic approach to ROI when considering the social media space as a marketing channel is still vital. What is clear however, is social media can’t be ignored, but a more subtle approach to its metrics must be developed.
 
US Companies Using Social Media Marketing
 

Marketing to Millennials is flawed

That is the stark conclusion of a major study carried out by Facebook. Facebook IQ, The Coming of Age on Screens, is a qualitative and quantitative study targeting people, aged 13-24, in 13 countries around the world — Australia, Brazil, Canada, Denmark, France, Germany, India, Indonesia, Italy, Norway, Sweden, the UK and the US. They surveyed 11,000 people and undertook 165 qualitative interviews.
 
Perhaps most importantly, the lives of teens and young adults today are centered on their connections with others — 73% agree their lives revolve around friends and family and 67% are very happy with their social life.
Social media is key in these everyday connections to their immediate network and wider world — 74% agree that social media helps them stay up to date with their friends and family, and 66% say that social media makes them feel more up to date with the world.
 
The conclusion of this survey is that the Millennials are not one homogenous group, but contain a number of clearly defined groups each with their own characteristics: Optimists (age 13 to 15), Explorers (age 16 to 19), and Realists (age 20 to 24).
 
Brand Republic explained: “Optimists are the most enthusiastic about everything in life. Their lives revolve around family and friends, and technology is most important to them, as they have never known a world without it. On a country level, those in Germany were the most optimistic (69 per cent), with the US coming in lower (59 per cent), in line with the overall average.
 
“Explorers are defined as forward-looking and globally curious, open to new things, they take part in more activities and frequent more hangout spots. Realists are smartphone-centric and major multi-screeners, Realists are more focused with their time, taking part in fewer activities, frequenting fewer hangout spots than Explorers.”
 
Marketing to Millennials is flawed
 
Until next time….
 
The Useful Social Media team.
 
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