Category Archives: Social Media

How to recover from bad PR with digital marketing

Digital Marketing

In a mobile society filled with social media and instant communication, a good reputation can be hard to maintain. Every business makes mistakes, whether it’s an employee, an unhappy customer or just a bad decision – it’s unavoidable. In the digital age, those mistakes can gain traction online and have long lasting consequences.

If you’re suffering from some bad online PR, there are five digital marketing activities that can be done to counteract bad press:

  1. Don’t click on a bad link! We know how tempting it is to read anything written about your company online, but if it’s bad – resist temptation and don’t click on it! The more you and others click on this link, the more relevant it becomes to search engines. Google and other search engines’ algorithms rank search results which are popular, so stop clicking and start producing new stories to provide search engine bots with newer and more relevant content.
  2. Produce digital PR. Counteract your bad PR with some good PR! Create your own new and relevant stories – they can be about anything from a new recruit, deal or product offering. Just get your stories out there and provide search engines with more up-to-date content.
  3. Get social. If you don’t already have social media profiles, set these up. If you have them and don’t use them frequently, start using them! Being active on social media will give your brand a stronger online presence, and if you do it well, your social media profiles will start to appear on the first page of search engine results when a user searches for your brand name. Facebook, Twitter and LinkedIn are obvious choices, but also make sure you have Google Plus – since it is a Google property, this will always rank highly on Google.
  4. Acquire domains. Each domain acts as another potential result in the organic rankings. Start acquiring new domains with unique content associated with your brand. Get these domains optimised with brand keywords, quality links, and quality content. Once search engines index the new websites, they’ll start to rank them within the search results. This will enable to push down bad PR stories online as the new domains will start to feature at the top and your website can and should link to these new domains.
  5. Start blogging. A great way to increase your ranking and overcome bad online PR is to start blogging. Search engines love websites which frequently produce new content and a blog is the best way to achieve this. By creating a blog on a new domain, which can easily be linked to from your main website you are able to ensure that the bad PR links are being pushed down the pages.

Although it can take months to get a negative story off the first page, it is possible! The key is to keep creating new content which will feed search engines and users timely information and reduce the relevancy of the bad article, but it will also increase your online equity and brand presence!

Can Twitter Work as an Ad Medium?

On its first day as a public company Twitter was valued at £19bn. Following its successful stock market launch, Twitter now needs to prove to investors that it can effectively grow its revenue; one medium through which it would do this is advertising.

Source: www.mediatel.co.uk

There are 230 million users globally on Twitter, 76% of which access Twitter on a mobile device. Therefore advertisers are extremely interested in utilising mobile ads. In response to this, Twitter is introducing a new set of targeting capabilities for mobile devices.  Now all advertisers can segment audiences on iOS and Android by operating system version, specific device, and WiFi connectivity. This helps advertisers reach the users most important to them, for example mobile app developers can target users with the necessary operating systems, prompting a new download or re-engagement through an app card. This is something that has previously been successfully operated by Facebook, the main rival of Twitter.

Telco companies can now also promote loyalty and rewards to users on their specific devices. All marketers can focus campaigns on users with device models that are indicative of demographics which align to their campaign goals.

Furthermore there is now the self-serve ad platform to be used by small businesses across the UK. Anyone with a Twitter account and a credit card can now buy promoted tweets and promote accounts; targeted through keywords or interests and followers.

In addition to this, the new segmentation reporting gives advertisers better insights in to the OS versions and specific devices of users engaging with their general campaigns.

Source: www.theguardian.com

So will Twitter be an effective advertising platform? Despite the many advantages of using advertising on social media, the juxtaposed dangers were suitably demonstrated last month on Facebook, when a video showing a human decapitation appeared without warning. This was a disaster for advertisers sharing this content on the same page. Clearly, regulation of content is a difficult and controversial issue to tackle. Twitter has its own pitfalls for companies, for example companies are being warned about Twitter ‘trolls’; who can harm the company’s reputation with unprovoked criticism.

Now that images are allowed, ads appearing in Twitter are much more prominent. This does change the experience for the user. As Twitter pushes for more advertising there is the potential for a backlash from users as they are inundated with adverts. Plans were revealed to widen its advertising to target “every business on the planet”. Although this is brilliant news for small/medium businesses, this may not sit well with some users. Therefore a fine balance needs to be reached to avoid the over-saturation of adverts, on Twitter feeds, driving its users away.

Digital ad spend in the UK reaches record highs, surpassing the £5 billion mark in 2012 alone!

Research from the Internet Advertising Bureau has revealed a growth in digital advertising in the UK, with mobile accounting for 10% of all digital revenue in 2012.

Digital ad revenue reached an annual high of £5.42 billion last year, a record 12.5% year on year high, mobile advertising was responsible for approximately £526 million, revealing a growth of 148%!

With an increase in Smartphone ownership expected to reach 75% by end of year 2013, it is no surprise that mobile advertising has grown by an astonishing 1,601% up to £13million, even without EE’s 4G prevalent network which will only be made readily available to the majority of operators this autumn.

Mobile Advertising 2013

source: http://images.ientrymail.com/

It is also expected that the majority of search clicks in 2013 will come from mobile devices, with the prediction that mobile advertising “will undoubtedly be a billion pound medium within a few years”. Mobile has reached a milestone as marketers are becoming more attuned to the ‘always connected’ nature of consumers, who expect to engage with content wherever they are. This has resulted in advertisers encouraging consumers in all industries, to invest in integrated campaigns across online and mobile. As Anna Bartz from PwC, said: “The advertising market is shifting toward storytelling and integrated campaigns which give greater prominence to video and display formats with a higher degree of interactivity with the target audience”.

With the likes of social media sites such as Facebook, and with them recently unveiling plans for a Smartphone which it claims will “make the social network the home of Android devices, as it looks to expand its mobile advertising offering”,  it is no wonder that social media has contributed to this astonishing high turnover in digital advertising. With mobile advertising increasing from £265 million to £328.4 million in 2012, meaning that in only 3 years social media revenue has quadrupled at 383%.

Last but not least, video ad revenue is responsible for 12% of all online and mobile display advertising with an overall £160 million revenue, which has helped contribute to such a high digital ad spend in 2012.

The top five display advertising sectors in 2012 are as follows; finance (15%), entertainment and media (13%), retail (12%) and technology (9%).

Four Communications informative quiz on the UK Online Activity presence

social media and UK online activity

Source: fireflimedia.com

Here at Four Marketing and Media, we have put together a quiz to test our knowledge on the 21st Century. The answers have been gathered from a report produced by Ipsos Media UK, using a quota sample of 971 adults. Give it a go and see how up to date you are with modern day technology!

  1. What percentages of UK adults are accessing the internet via a mobile phone?
    1. 44%
    2. 80%
    3. 72%
  2. Can you guess what percentage of UK adults access the internet?
    1. 35%
    2. 65%
    3. 82%
  3. The percentage of these UK adults who use a social network site is….
    1. 56%
    2. 47%
    3. 80%
  4. Can you guess the percentage of how many of these online adults are accessing the most popular social network site, which is Facebook in the last 3 months?
    1. 60%
    2. 36%
    3. 75%
  5. What percentage of online adults have used Google+ in the last 3 months?
    1. 29%
    2. 66%
    3. 16%
  6. The percentage of online adults who have used Twitter in the last 3 months?
    1. 50%
    2. 19%
    3. 17%
  7. How much of the UK population has joined the 21st Century by buying a smart phone?
    1. 59%
    2. 50%
    3. 72%
  8. Can you guess the age bracket at which iPhone ownership is the highest in the UK?
    1. 20-45
    2. 15-34
    3. 15-45
  9. Can you guess which is the most common reason for surfing the internet in the UK is?
    1. Sending and receiving emails
    2. Accessing social network sites
    3. Online shopping
  10. What is the percentage of UK adults owning a tablet? (iPad, kindle, tablet of any kind, Microsoft)
    1. 18%
    2. 33%
    3. 49%

The answers are below:

  1. 44% of UK adults using the internet are now accessing via a mobile
  2. 82% of UK adults are accessing the internet
  3. 47% of UK adults access social network sites
  4. 60% of online adults have used Facebook in the last 3 months
  5. 16% of online adults have used Google+  in the last 3 months
  6. 17% of online adults have used Twitter in the last 3 months
  7. Smartphone ownership has risen to 50% of the UK population
  8. iPhone ownership is highest amongst those aged 15-34 at 33% in the UK
  9. Sending and receiving emails is the most common reason for using the internet in the UK
  10. 18% is the amount of adults who own a tablet in the UK

Facebook Sees 18.5% Click Through Increases

Click-through rates for Facebook ads in the UK, USA, France, Germany and Canada increased by 18.5% between the second and third quarter of 2011 (TBG Digital).

Growth has been driven by an increase in fan acquisition and application install campaigns, as well as improved effectiveness from ad formats such as Sponsored Stories.

It has been discovered that Facebook is earning more per impression whilst the Cost per Click rates have fallen for advertisers. Cost-per-click rates fell over the third quarter by 10.8%, while cost-per-thousand impressions increased by 7.1%.

Brand advertising is also on the increase, up 6.7% from the second quarter of 2010, and accounts for just over half of all Facebook advertising.

Retail brands had the highest share of impressions at 27% for the quarter, followed by food and drink brands, with a 14% share.

The entertainment sector has seen the steepest growth from the last quarter, growing its share of total impressions to 8% from under 1%.

Simon Mansell, chief executive of TBG Digital said “With true global scale and massive levels of user engagement, Facebook should be the first choice for any brand campaign.”

“The success of Facebook PPC advertising can be attributed to the diverse targeting options available such as demographics, user interests and geo-location. However, Facebook PPC should not be considered as an alternative to PPC on other platforms like Google AdWords. Google PPC targets users based on what they are searching for, whist Facebook PPC will target based on who they are.” Four Opinion– Director of Search Marketing

Facebook Launches the Long Awaited iPad App

The social media site is extending its digital offering by unveiling an iPad app. The app features a new layout for the site, with games, apps, groups and lists in a left-hand menu, and messages and notifications at the top of every screen.

Facebook’s iPhone app is the most downloaded iPhone app to date and with mobile usage of the social network rising, its move to tablet devices has been hotly anticipated.

Source: Mediaweek.com

The Google+ project

Google has taken the wraps off its latest social offering. Google+ has been in development for over a year now. On the face of it, it seems  a similar proposition to Facebook. It is a social network to share links, updates and photos. However, it does have some design features that set it apart from Facebook. Google users will be able to put users into groups such as family, work and friends. These groups will be known as circles. This has been missing from Facebook and will be a very welcomed feature on Google+. The circles will allow users to update certain circles individually thus allowing users to exclude particular groups.

Facebook is catching up fast increasingly in terms of engagement. Facebook users spent an average of 375 minutes on the site in May, where as Google users spent an average of 231 minutes on the site.

The new service has been met with a positive reaction on the web so far, although there has been many comparisons to Facebook. But for Google a successful social offering would allow Google to gather data on its users. At the present time, Google’s most popular features include YouTube, maps and search do not require a login. This therefore limits the amount of information Google knows about its users. Therefore a major benefit of Google+ is that it’s trackable. Advertisers will be able to see how brand engagement leads to purchase.

Currently it’s not clear what advertising options will be available on Google+. It would have to be assumed that Google will allow PPC, CPM and video advertising, as well as advertising on embedded YouTube videos. Therefore, if this in fact is true, it will certainly allow for more detailed demographic targeting, in addition to retargeting for people depending on interest within Google’s advertising networks.