Customer Experience

By Liam Dowd - July 1st, 2014

YouTube minute, Facebook Page Apps, user profiling and good content marketing

A YouTube minute

Hot on the heels of the Facebook minute comes a new overview of what happens across YouTube. The statistics are staggering: More than 100 hours of video content are uploaded every minute. And lets not forget the commercial aspect of YouTube. With over 3.7 billion views, Pewdiepie earns the most at $13 per minute, with BlueXephos earning a staggering $6.7 million per year, at around $12 per minute.

How to use Facebook Page Apps

Marketers understand that engagement is the key to higher conversion rates. In a bid to leverage the massive potential audiences that Facebook can deliver to corporate marketers, the Page App has become highly popular. However, to make the most of this specialised content, it is vital to understand how the Page App works. Luckily, Circus Social have done all the hard work and produced an infographic that provides a roadmap to best practice.

Usage profiling for better engagement

New research from ACCENT has shown that those companies that can understand how their customers interact with content across social media win more business.

ACCENT Marketing’s findings show brands need to understand how the roles of customer engagement are evolving from a toll-free number and emails to multiple social media channels.

“Our goal was to connect with consumers to discover their preferences for engaging with a brand,” stated Roger Huff Director, Social Media and Digital Strategy for ACCENT Marketing Services. “The survey findings prove that brands need to pay attention, anticipate consumer’s needs, and create natural conversations across all channels, especially social media.”

Key findings in the report also include:

• 72% of consumers only want to interact with the brand when they comment on social media channels.
• 82% use Facebook to speak with a customer service representative.
• Two thirds of consumers use Facebook to find good deals and promotions, including 80% of Baby Boomers.
• More men (34%) than women (25%) use Twitter to speak to a brand they have purchased a product from.
• 75% of Millennials find it helpful when other customers/followers respond to a question or comment posted on a brand’s social media channel, compared to 55% of Baby Boomers.

“Consumers behave differently across channels and if brands are going to create engagement that drives customer loyalty and builds brand advocates, it’s increasingly important for CMOs to understand their customers’ behaviour on varying channels,” said David Norton, EVP Customer Analytics and Insights at MDC Partners and Chairman ACCENT Marketing Services. “To be a part of the conversation, CMOs need to have a social strategy in place to build a trusted relationship with their consumers and within their social community, ultimately creating a lifetime of engagement on social channels and in person.”

Good content marketing

Every corporation knows that content marketing is a core component of their wider customer acquisition strategy. A new SlideShare from Uberflip applies the principles of good journalism to the creation of this content. Marketers can easily get into producing content that is little more than churnalism, with little understanding of the content’s audience, which inevitably leads to low levels of engagement.