Archive for the ‘Social Marketing’ Category

Facebook Shares New Insights into the Impacts of COVID-19 on SMBs – Social Media Today

Facebook has published the latest version of its State of Small Business Report,which looks at how COVID-19, and the related mitigation efforts, are impacting SMBs around the world.

The data, which Facebook has been tracking since July last year,incorporates responses from more than 30,000 small business owners across 50 countries, and highlights the key concerns and challenges they face as each seeks to maintain its operations.

The insight is valuable for virtually every organization, as the flow-on effects from SMBs will relate to spending in almost all aspects of the economy, and will influence market spend and focus moving forward.

As noted by Facebook:

"Impacts on SMBs can have wider ramifications for the macroeconomy: on average, SMBs account for 75% of employment in sectors directly affected by lockdown measures across OECD member countries."

That makes this an essential, influential consideration.

You can download the full, Global State of Small Business update here, but in this post, we'll look at some of the key data points and charts.

First off, on overall operating impacts - Facebook says that 24%of the SMBs surveyed reported that they were closed in February 2021, which is up from 16% of business closures in October 2020.

As you can see here, European SMBs were among the hardest hit, which coincides with strict lockdown measures in various EU nations.

As per Facebook:

"Closures also rose in the US, from 14% in October to 22% in February. Only 54% of SMBs were confident in their ability to continue operating for at least 6 months if current circumstances persist, with a higher percentage (68%) among SMBs in the US."

While the vaccine roll-out is now underway, and seemingly,there's now an end in sight for the pandemic, the full economic impacts will be far-reaching. And as underlined by these numbers, the extended effects are still causing flow-on disruption, and financial strain, in many regions.

Of those that are still open, over half of still-operating SMBs reported a decline in sales in January 2021, in comparison to the same period last year. And in response, 30% of SMBs - and 27% of US SMBs - have reduced their staffing levels.

Again, the extended impacts of this will flow through to virtually all businesses, as fewer people with available money to spend means less transactional activity across all sectors. It's difficult to fully outline or predict how that will impact individual sectors, but the pain of COVID-19 will be felt for some time, even after the majority of vaccines have been administered.

Facebook also notes that women and minority-lead businesses have been hit especially hard by the pandemic.

"At the time of the survey in February 2021, 27% of women-led SMBs were closed in the global sample, compared to just 21% of men-led SMBs. In the US, a similar gap was observed, with 25% of women-led SMBs reporting they were closed, compared to 20% for men-led SMBs."

Minority-led SMBs in the US, meanwhile,were 9 percentage points more likely to have been closed, with 27% closed compared to 18% of other SMBs.

The stats underline the need for dedicated measures to assist women and minority lead businesses, which is why Facebook, and other social platforms have launched a range of initiatives on these fronts. The numbers show that we, as a community, need to support these groups specifically, and anything that can be done to promote women-owned and minority-lead businesses is a worthy push.

The report also looks at digital adoption among SMBs as a result of the pandemic, with a significant majority of SMBs reporting that they had changed at least one aspect of the way they operate as a result of the impacts.

"Of these, processes for interacting with customers were the most commonly reported change, at 33% globally and 46% in the US. Over one quarter of SMBs (26%) also reported that they had changed their utilization of online tools."

With the lockdowns forcing most stores to close, at least for some period of time, adoption of digital alternatives has been a must, and this chart shows where SMBs are seeing the most benefit, and focus, for digital adoption, including social media marketing.

There's a heap more insight in the full report, which you can download here. As noted, this is critical insight, given the flow-on impacts of the sector, and how it relates to the broader economy. It pays to understand these shifts, and to see where things are headed among SMBs.

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Facebook Shares New Insights into the Impacts of COVID-19 on SMBs - Social Media Today

New Data Reveals the Latest Social Media Usage Trends, Including the Rise of Reddit, TikTok and Snapchat – Social Media Today

Despite seemingly losing some of its shine as the leading social platform of choice, Facebook continues to see the most daily usage, according to the latest findings from Pew Research.

For its 2021 social media usage survey, Pew interviewed 1,502 US about their social media habits, providing an overview of key trends and shifts in social media platform adoption and usage. Which, given the events of the last 12 months, has been impacted significantly, with most platforms seeing a rise in usage - but as noted, Pew's data reveals that the big players remain in charge, even with other apps gaining some ground.

First off, on overall usage, Pew reports that YouTube and Facebook remain the most popular social apps, by a big margin, among US users.

As explained by Pew:

"YouTube and Facebook continue to dominate the online landscape, with 81% and 69%, respectively, reporting ever using these sites. And YouTube and Reddit were the only two platforms measured that saw statistically significant growth since 2019, when the Center last polled on this topic via a phone survey."

That's interesting - while Facebook's usage share hasn't changed since Pew's last update, YouTube has gone up 8%, while Reddit adoption has increased 7% among survey participants. That underlines the rising potential of Reddit, which has gone to significant effort to clean-up its platform and improve its mainstream appeal, with a view to expanding its revenue opportunities.

If you haven't considered Reddit in your planning, it may well be worth a look. It's still not seeing the same level of overall adoption as the other major social apps, but it is rising, and it could be worthy of consideration.

As you can see, Pew's data also shows that 40% of US adults are using Instagram, and around 30% are on Pinterest and LinkedIn, while TikTok is now being used by 21% of the population.

But Pew does also note that Snapchat and TikTok are very popular among younger user groups.

"Even as other platforms do not nearly match the overall reach of YouTube or Facebook, there are certain sites or apps, most notably Instagram, Snapchat and TikTok, that have an especially strong following among young adults. In fact, a majority of 18- to 29-year-olds say they use Instagram (71%) or Snapchat (65%), while roughly half say the same for TikTok."

If you're looking to connect with younger audiences, these are the apps you need to be exploring, while Facebookand YouTube have the greatest reach to the older population.

And as noted, while there's been some speculation about Facebook losing ground to other apps, as it becomes less cool and less fresh, Pew's data shows that it still sees the most daily usage, beating IG and Snap.

There are some additional considerations within this - as we've noted previously, further investigation would likely find that while people are checking into Facebook every day, the amount of time they spend in the app, on average, is also likely in decline.

Facebook has become a key connective tool for many - you rely on it to keep you informed of key events in the lives of friends and family, including birthdays, announcements, etc. That means that most people do check into Facebook each morning, but many would also be spending more time consuming content on Instagram or TikTok, where there tends to be more engaging, immersive options to spend your time these days.

That's anecdotal - Facebook's doesn't provide data on time spent in app, while the usage of Facebook Groups would also see a lot of people still spending a lot of time engaging on Facebook instead. But it does seem that while Facebook remains a critical connective tool, more users are spending more time elsewhere. We'll have to wait and see if Facebook reveals any further insight on this.

In terms of further notes, Pew's data also shows that

These are some valuable insights into the latest usage trends, which may help to shape your approach to digital marketing and outreach. The numbers point to exactly where your target market is most likely to be present - so if you're not active on those platforms as yet, it's time to get moving, and update your strategic approach.

You can read Pew Research's full "Social Media Use in 2021" report here.

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New Data Reveals the Latest Social Media Usage Trends, Including the Rise of Reddit, TikTok and Snapchat - Social Media Today

Experts: A year after the pandemic, here’s how we’re coping – Ecommerce – BizReport

Kristina: We are a year into the pandemic - how are marketers and retailers coping at this point?

Stephanie Cegielski, Spokesperson, ICSC: After a year of the pandemic, we've seen retailers fully embrace and adapt to new trends that have emerged. While the sector still needs support, retailers have been remarkably adaptable and resilient. Two top trends in particular included the growth of click-and-collect services and safety measures. Our recent B2B survey found nearly three-quarters of smaller retailers implemented click-and-collect offerings as a result of the increased demand for safe shopping experiences. Similarly, in 2020, 72% of retailers and CRE owners saw increased operational costs due to implementing safety protocols. Another ICSC survey found 85% of consumers will continue to wear a mask in public and social distance even once they're fully vaccinated - suggesting many of those measures will remain in place even as consumers return to stores. Overall, retailers have seen years of change condensed into a few short months - and while the retail landscape is challenging, many are poised to succeed in the long run.

Matt Ramerman, President, Sinch for Marketing: Surviving this past year has meant focusing on strengthening existing customer relationships at a time when consumers are inundated with brand communications on every channel, from email to SMS to social media and back. This ushered in an extremely accelerated adoption of digital marketing solutions to deliver 24/7, always-on engagement, ensuring seamless customer service without sacrificing the user experience. Customers in 2021 expect connections with their favorite brands to be instantaneous, personalized and easily accessible on their preferred channels. This is a permanent change, and brands must adapt their strategies to provide greater customer personalization than ever before.

Kristina: Where do you see retail going over the next 6-12 months?

Stephanie: Over the next 6 months to a year, we anticipate the retail industry returning to somewhat normal levels of activity, as do nearly 60% of Americans. Following the rise in digital services, it's expected that retailers and CRE owners will continue to invest in these offerings. ICSC's B2B survey found roughly 50% of retailers and CRE owners have invested in technology and digital infrastructure - and as many have found success with click-and-collect and other strategies, we expect these to remain a huge factor moving forward. Additionally, we anticipate a continued rebound in retail sales as vaccinations increase and the pandemic subsides.

Kristina: Matt, what about marketing?

Matt: The biggest shift will be to two-way conversational marketing, the process of activating two-way channels (i.e. SMS, or messaging apps such as Instagram or Facebook Messenger) to support marketing campaigns and programs so customers can respond directly to brands. With a few clicks, customers can open chat sessions with brands to customize offers, shop for the right product and resolve customer service inquiries. It's been a step in the right direction to see brands meeting customers where they are in their SMS inboxes. However, without allowing for a true back and forth between the customer and the brand, marketers aren't getting the most out of customers' most-used mobile channels. It's time for brands to surrender some control in the marketing process by incorporating consumers' specific needs into personalized conversations and allowing them to drive the back-and-forth.

Kristina: What implications do you see, moving forward?

Matt: Despite the evolution of consumer preferences when it comes to how they access products, services and information, brands are still relying on one-way, high-frequency "spray and pray" campaigns to drive conversions. It is critical for brands to change their mindset from one-way push to conversational, as relinquishing some control to customers can in turn create stronger relationships and yearslong loyalty, bringing this new kind of omnichannel engagement and customized, two-way communications to the mainstream.

Stephanie: Moving forward, we anticipate the convergence of digital and physical retail to continue. According to ICSC's B2B survey respondents, there will also be a rise in click-and-collect demand. Over the next 12 months, 62% of retailers expect an increase in the number of online orders to be fulfilled in-store, 61% expect an increase in retail floor space to be used for warehousing, 63% an increase in parking lot space for online order fulfillment, and 61% plan to increase staffing dedicated to accommodating online order fulfillment. We also believe safety measures at retail and CRE locations will continue including social distancing, click-and-collect options, hand sanitizing stations, and more.

Our recent economic survey uncovered 82% of consumers expect businesses to continue health and safety precautions. Therefore, despite mask mandates being lifted in several states and vaccine rollout fully underway, retailers must still prioritize safety to draw consumers back.

Tags: advertising, covid-19 business, covid-19 trends, ecommerce, ICSC, mobile marketing, pandemic marketing, Sinch for Marketing

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Experts: A year after the pandemic, here's how we're coping - Ecommerce - BizReport

Recent Research: Detailed Analysis on Social Marketing Management Software Market Size with Forecast to 2026 – Technology Magazine

The latest research at Market Study Report on Social Marketing Management Software Market provides a comprehensive analysis of the Social Marketing Management Software market segments, including their dynamics, size, growth, regulatory requirements, technological trends, competitive landscape, and emerging opportunities of global industry. This report also provides market landscape and market share information in the Social Marketing Management Software industry.

An in-depth analysis of the Social Marketing Management Software market has been enlisted in this research report, in conjunction with an evaluation of numerous driving factors. As per the Social Marketing Management Software market study, this industry vertical is estimated to accrue substantial proceeds by the end of the projected duration. Additionally, the report delivers a detailed analysis pertaining to the industry segmentation, apart from a generic outline of this industry subject to the current market scenario. Information about the Social Marketing Management Software market with respect to the industry size has also been provided, conjointly with the regional expanse of the business.

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Recent Research: Detailed Analysis on Social Marketing Management Software Market Size with Forecast to 2026 - Technology Magazine

Driven by women, upstart agencys social strategies helping build racing stars brands – NASCAR on NBC Sports

Lauren Edwards took a lifetime leap of faith on the long-distance advice of a seven-time NASCAR Cup Series champion dialing in from the ski slopes of Aspen.

Jimmie Johnson, who had employed Edwards for five years as his digital and social media manager, was going up a mountain when he made the fateful phone call on Dec. 30, 2016.

He said, Ive got two minutes, Im on a gondola, here are my thoughts: Go start a company! Edwards told NBC Sports with a laugh.

Within three weeks, she had founded Reine Digital, which counted Johnson as its first client and since has grown to become a female-powered auto racing industry upstart representing brands and drivers across multiple series.

I hadnt really planned or thought about (owning a company), said Edwards, who had been in NASCAR PR and marketing since graduating from William and Mary in 2008, working on Sprint accounts before joining Johnsons team. But 95 percent of the reason I did it was that athletes of Jimmies caliber dont turn to people and say, Start a business, Ill just be a client!

Ill never get this opportunity again. Ill regret if I dont take it. That factored into it, and its been fun to see the growth of the company and direction were heading.

Edwards Charlotte-based boutique firm quickly evolved from focusing solely on social media to also handling marketing and communications strategy for several brands and drivers.

Its most recent addition is 2016 NTT IndyCar Series champion and 2019 Indy 500 winner Simon Pagenaud, who joined a driver roster that included Johnson, Brad Keselowski and Alex Bowman. NASCAR on NBC analyst Steve Letarte also works with Reine Digital (whose French-inspired name stems from Edwards and her husband, Jon, splitting time between Quebec City and Charlotte, the Queen City).

The company, which is comprised of five female employees, also has NASCAR sponsors Axalta and Lumar among its clients, along with some local businesses in Charlotte.

Though its work with Johnson has brought the most exposure for Reine Digital (notably with helping Gatorades social impressions spike with Johnsons run in the 2019 Boston Marathon), Lauren Edwards was proudest of working with Bowman on a popular Tim Richmond throwback campaign for the 2019 Southern 500.

Bowman (a self-described introvert) dressed up as the flamboyant Richmond in his Folgers firesuit from the mid-1980s in a series of viral social posts that were orchestrated by Reine Digital, which helped track down all of the necessary vintage clothing and props in a two-month project.

Bowman, a huge Richmond fan, nixed posing in a Speedo on a boat but was happy to have the original Folgers car as a backdrop (courtesy of Hendrick Motorsports museum).

We thought (the campaign) would be just some fun photos on social, and now its included in the marketing collateral for (the 2021 races at) Darlington, Edwards said. Theyre still talking about it two years later. Its taken on this whole new life with so much additional value.

Athletes can make a difference by putting stuff on their social to drive organic conversation for sponsors. Not necessarily by selling a specific product and saying, Heres the link, go buy it, but by getting everyone talking about something with the brand included in it.

Some of her work has transcended business, such as last June when Edwards helped Johnson assemble the video in which several Cup drivers condemned racism after thedeaths of George Floyd, Breonna Taylor and Ahmaud Arbery.

I talked with a lot of Jimmies friends who were very involved in the Black Lives Matter movement, and I helped put the script together, she said. I was literally contacting every single driver working on getting their video clips and putting it together.

We worked really closely with NASCAR to edit it. That was a moment that it was bigger than just me. Im in this place because I can work with people who have a bigger voice than I do and make a difference.

During a recent interview with NBC Sports, Edwards, 34, outlined how social media has evolved, her vision for Reine Digital and the progress of women in motorsports (the excerpts below were lightly edited for clarity):

Q: Whats the goal of an agency focused on social and digital branding in NASCAR and how does it differ from traditional PR?

Edwards: In a nutshell, its brand-building with the building block being your online presence in social and digital media. The company has even evolved since we started it. When I first started, it was, OK, were going to do social media, and what we very quickly realized is so much of what were doing on social media is strategic brand building

Its so comprehensive between PR, marketing, communications and traditional social media, its all tied together. In the very beginning, social media was this weird thing of, I dont know, does it go to the marketing department of the company? The PR department? It was all by itself, and some companies had it in the tech IT department. Working with brands, athletes and individuals, we took it as were like boots on the ground. Were the first step for these messages to come across, and from there were seeing the PR pickup and marketing strategy built around something that started on social media.

Q: Whats the philosophy for how you encourage clients to use social media?

Edwards: Where we feel we are experts is understanding, knowing and learning the platforms really well and how to make them work. There are certain groups that see social as a vacuum. Well, this is happening, were going to do this. Thats not us. Thats part of why we have so much success. We look at it and say, How do we create something that plays well on social but has legs in other avenues? And some things are just funny and fun but there is the bigger side of strategically looking at the months ahead. How do we tie this whole big marketing campaign into something that makes sense with a building block online? It is the easiest way to tap into a lot of people. It has the ability to be bigger than just itself.

If you do something well in the social media space, it can be shared infinitely, which is not always the case with specific at-track marketing. While thats amazing and has every place in our sport and sports overall, you are limited to the people there at track experiencing that. With social, youre unlimited. It could get as big as the world if something really blows up.

Q: How do you generate ideas such as the Alex Bowman/Tim Richmond posts?

Edwards: We do a lot of brainstorming. So usually once a month or two months, I try to take the team out of the office away from everything, have a glass of wine and lets just ideate and come up with fun ideas. Or general conversations on whats on social and trends we love seeing.

Q: Is your all-female staff by design?

Edwards: That is not intentional. Everyone thinks it is. Im a huge supporter of women in sports, but Ive tried to hire men before. The last full-time hire, I really wanted to hire a dude and went through some resumes and interviews, but every single hire has been a woman.

We speak for five male athletes, but youd never assume we have a female behind a keyboard sending the posts. If people knew all these drivers had this team of females behind them, theyd lose their minds.

Q: Youve been working around racing for nearly 15 years including internships, are you seeing signs of progress for women having greater influence and sway in motorsports?

Edwards: I think some of the outward stuff is getting better the off-color jokes and comments and those kinds of things you dont see or hear much anymore. What still does happen, and I think will without more women in senior leadership, is that a lot of times it turns into the boys club. All the guys are getting together to go golfing or go to the brewery.

It ends up being someone in a very senior position and junior position, and it creates this friendship, and you see some males advancing, not that theyre not qualified, but there are more doors and opportunities open to them because theyre creating these relationships. I dont think its intentional, but as you see more females in leadership roles, and theyre getting together and go to a winery with women in organization. Thats when it will start to change. We just need more women in those places. You need that from the senior level to even out the boys club mentality sometimes.

Q: A common sentiment is that sponsorship often has kept women from excelling in racing. Do you feel a greater sense of agency in changing that through your business?

Edwards: One of my biggest struggles is with self-worth above purpose. I know Im good at what Im doing, but how am I bettering anyone? Because Id gone to college and was passionate about economic development and a big part of it was there are so many systems in place that can be made better and make peoples lives better.

The last year, there have been so many moments I feel like Ive been able to help make a difference. It makes me feel so good. Thats what Im starting to see from the female side of things. I am now a part of conversations that I never would have been a part of before. I have the ability to influence things because of the role that I have with many different companies and athletes and even within the industry. Im starting to get a lot of outreach and being in meetings I never would have been in before. And I never sat down before and said, I want to be a CEO, an entrepreneur, but now that Im in this space, there are opportunities opening to me, and I feel really fortunate to be able to be in that position and try to make a difference.

NBC Sports is proud to celebrate Womens History Month.For the latest in womens sports news and features all year round:

Bookmark the On Her Turf blog: http://www.nbcsports.com/on-her-turf

Follow On Her Turf on Twitter and Instagram

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Driven by women, upstart agencys social strategies helping build racing stars brands - NASCAR on NBC Sports