Posts Categorized: Research

Australian brands and YouTube: A 2012 progress report

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Content marketing has been a hot topic in the local marketing media of late (see this article and this one too).

I recently presented on a related topic at The Internet Show in Melbourne.

My presentation looked at the use of YouTube by Australian brands – repeating the research that I started in 2010 (just prior to the launch of Encoder PR). The sample for the research was based on the Nielsen top advertisers study for the first half of 2011, working on the assumption that the brands that invest heavily in advertising may also be taking an interest in social video and content marketing.

I think the main take away is that there is plenty of room for improvement when it comes to the way that brands are using YouTube. A small number of Australian brands are using YouTube with real purpose (Coles, Telstra) but in the main there seems to be a lack of strategy and a dearth of good content made explicitly for YouTube.

I provided some commentary for a news story in Marketing Magazine yesterday:

General manager of Encoder PR, Daniel Young, says despite the audience being there, brand are yet to prioritise YouTube, possibly due to the shadow of Facebook and Twitter which are seen as being more user friendly and measurable for marketers.

“Internet users love online video but very few brands are using this channel to tell a coherent and entertaining brand story, share useful information or provide a service,” Young says. “Most marketers focus on Facebook for social media, because they can see the numbers, it provides lots of tools for targeting and customisation, and it’s measurable.

“Brands need to start thinking about their YouTube channel as exactly that [a destination in its own right], and employing some of the techniques that actual broadcasters use to build and maintain an audience, such as content cross promotion, teasers and trailers, and of course quality content.”

Young points to successful community video bloggers, Natalie Tran and Nate ‘Blunty’ Burr, who insert calls to action, whether it be subscribing to the channel or cross promotion of other videos, so that fans keep in touch with their content.

Australian Brands and YouTube: A Progress Report

View more PowerPoint from Encoder PR
You can read the full Marketing Mag article here.
Could content and video marketing by the next phase of digital marketing, post the ‘social’ frenzy?
I think the answer is yes with mobile as a key driver.

Role of Facebook and Google+ in future PR and social media marketing programs?

by | Add a Comment | Filed In Research.

I am speaking at an event later in the year on the topic of Google+ and its use by brands. To prepare for the event, I will gather input from social media advisors, marketers and PRs on what they believe the future holds for Google+ as a component of a social media marketing or public relations program.

To that end, I’ve set up this question on Quora. I’d love to know what you think.

Will individual brands ultimately create and manage communities on both Facebook and Google+? What role will each platform play – duplicate or differentiated?

Click here to answer.

The problem with digital advertising

by | Add a Comment | Filed In Insights & Ideas, Research.

Encoder PR Mumbrella Thinkstock Comp1 The problem with digital advertisingThe advertising industry has a problem.

According to this article, only one in 10,000 Americans bother to click onto an online ad or take the time to notice the ad.  It claims that: ‘Web ads have effectively become invisible’.

Australia click through rates (CTRs) were the amongst the worst in the world last year, according to an Eyeblaster report covered by Digital Media.

The rate for Facebook advertising is 0.051 percent.  This is lower than banner ads for the Internet in general, which averages out at around twice that.

Social networks are rolling out new ad formats in order to increase engagement. (more…)

Social media monitoring report: Green Machines at the Australian International Motor Show 2010

by | 1 Comment | Filed In Research.

I am posting our second online buzz tracking report from the Australian International Motor Show from iStrategy 2010 in Sydney.  The importance of listening and social media monitoring has been a hot topic in the presentations so far.  We used Radian6, in collaboration with Social2CRM, to produce this report.  It throws up some interesting insights about attitudes to electric and hybrid vehicles in Australia.

I hope you enjoy it, and share it. The Green Machines – Online Buzz Tracking Australia

Online buzz tracking from Australian International Motor Show: The Battle of the Hatchbacks

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During October, we listened to online conversations in Australia relating to the launch of four new hatchback vehicles at the Australian International Motor Show (AIMS) in Sydney.  We used Radian6 social media monitoring and collaborated with Social2CRM.

We researched online buzz relating to the Holden Barina Spark, the 2011 Suzuki Swift, the 2011 Nissan Micra and the Kia Cerato Hatch.

Listening and brand monitoring programs are a key part of our digital public relations offering.  We’ll be useing these tools and others to share some additional insights in the automotive sector before the end of the year.

I hope you enjoy our findings – tomorrow, we’ll be posting a second report from AIMS.

The Battle of the Hatchbacks – Online Buzz Tracking

Being clear about the reason for your Facebook Page improves results

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Magic Roundaout 300x223 Being clear about the reason for your Facebook Page improves resultsThe argument that social media engagement does not drive measurable financial impact is a key weapon in the armory of the social media naysayer.

This is beside the point say the purists – brand activity in social media is about consumer engagement and relationships NOT selling.

A recent research project by YouTube supported by the IAB provides some useful guidance on this persistent debate. (more…)

Take the Five Minute Twitter Survey and help us get 1,000 respondents

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Twitter Take the Five Minute Twitter Survey and help us get 1,000 respondentsThanks for taking part in the Five Minute Twitter Survey.

We’re aiming for 1,000 respondents.

If you want to help us promote the Survey, then please retweet this post, click on the Facebook ‘like’ button below, share using the tags at the end of the post or use the link below.

www.surveymonkey.com/s/twitter_study

We appreciate it.

Image credit to Marcos Xotoko.