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Social media and wearables an emerging engagement opportunity

Social media and wearables an emerging engagement opportunity

By Alex Samuely

January 14, 2016

Consumers could see more emojis on smartwatches this year

As wearables and emojis both continue to gain traction, marketers may have an opportunity to tap social media as a key communication channel for connecting with target audiences. 

Smartwatches’ slow evolution has seen the wearables transform from a bite-sized version of a smartphone to a potent marketing device, one that will likely be the recipient of a wave of branded content in 2016. Mobile messaging platforms, such as Snaps, are already preparing to help bridge the gap between consumers and brands via emojis, suggesting that the ideograms will become more popular than ever.

“We’re in the process of developing a few ‘wearmoji’ concepts with partners,” said Christian Brucculeri, CEO of Snaps, New York. “We’re working a select group of our luxury brand partners to help define what this will look like and when we should roll it out.

“We’ve sandboxed tech that will translate user finger sketches into branded emoji on a watch. For consumers who have downloaded some of our keyboards, we will allow them to send their branded emoji from their watch.”

Marketing on wearables
Introducing branded emojis for smartwatch wearers will likely be the first in a multi-step process of marketing on wearable devices.

Emojis are the new universal jargon among younger consumers, although brands must be able to seamlessly insert the trend into advertising tactics without creating an overly sponsored image (see story).

Marketers may find significant value in creating ‘wearmojis’ that consumers can share with friends via social media networks. The non-intrusive nature of emojis offers playful and engaging ways of enticing users to download a new keyboard set and relinquish some of their prime personal device real estate.

For example, Dove recently launched a keyboard app that allows users to send various emoji icons featuring women with all styles and color of hair as well as various skin tones, promoting greater diversity in mobile (see story). If luxury brands can hop on this bandwagon and develop relevant emoticons that smartwatch wearers can access with one tap of a finger, they may experience greater audience outreach.

Dove’s emoji keyboard saw widespread usage among consumers

Snaps’ latest venture, a Web application called Conversations, gives individuals the ability to send branded stickers, emojis, GIFs and videos to friends within messaging apps. If these types of capabilities become optimized for wearables, the devices could cement their status as must-have advertising channels this year.

However, brands will need to get more creative in targeting efforts, as wearables’ small screen sizes require concise content.

“We’re primarily focused on helping brands create brand marketing experiences in messaging apps,” Mr. Brucculeri said. “Our Conversations product will likely not be where customer care conversations take place, but we hope to be the go-forward solution for creative brand executions in messaging across platforms.”

Messenger’s potential role
As Facebook Messenger continues to dominate the mobile messaging sector, alongside several other competitors including WeChat and WhatsApp, brands interested in marketing on wearables would be well-suited to keep a close eye on the app’s future initiatives.

A growing number of brands are teaming up with Facebook Messenger after realizing its potential as a communication channel for offering customer service and building personal relationships with mobile users (see story).

“Uber has partnered with Facebook Messenger to help consumers book rides,” said Shuli Lowy, director of mobile and social media marketing at Ping Mobile, New York. “Facebook has also rolled out payment capabilities so that friends can pay each other through Messenger.

Mobile messaging platforms will soon flock to wearables

“Partnering with Facebook to provide additional services to Messenger users is a great way to get visibility and traction with that valuable audience.”

If Facebook begins to introduce similar features for smartwatch users, marketers will likely be clamoring to secure partnerships as a means of leveraging social media to fuel brand awareness.

Being an early adopter in this space is key, as first-entry features will set the tone for later rollouts.

“It’s far easier to gain traction when you’re an early adopter than when you wait to follow the flock,” Ms. Lowy said. “As we saw with smartphone apps, the companies that were early to build an app and promote it were able to build up a larger and stronger audience base at a fraction of the price.

“Since then, the landscape has become far more competitive and driving app downloads is no small task,” she said. “Companies that are building smartwatch apps now are also more likely to get featured by the app stores because there aren’t as many apps available.

“Being an early adopter also positions a brand as forward-thinking. Consumers appreciate a company that evolves to modern day technology.”

Alexandra Samuely is editorial assistant on Mobile Marketer, New York. Reach her at alex@mobilemarketer.com.

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Social media and wearables an emerging engagement opportunity

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Posted by randfish

Investing in advertising might feel like we’re simply buying people’s time and attention, but there’s far more to it than that. Done right, advertising can show returns in many organic channels, including SEO. In today’s Whiteboard Friday, Rand shows us how.

For reference, here’s a still of this week’s whiteboard!

Video transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat about advertising investments and how paying for advertising can actually yield positive results for SEO, for links, for social shares, for content investments, for email marketing, for all of these organic channels.

I know this seems weird, but it actually can work. Google has some guidelines around this. They say, “Look, if you’re over here and you’re saying like, “Hey, man, I’ll give you 500 bucks for a link on your site, a live, followed back link directly,’ that is not okay.” Even if the person on the other side says, “Sure, I’ll take your 500 bucks and add that link.”

Google doesn’t want to count those links. They treat those as web spam. They’re going to find ways to avoid that type of manipulation. They can, in fact, penalize you for it, and lots of times they do.

However, Google is totally fine with and they even support, endorse, and run systems, a whole advertising network around this to say, “Hey, I’d love to buy some ad spots from this website.” Sure. My sidebar ads are no followed, and they cost $ 150 a month. This is totally 100% okay by Google.

In fact, this is okay by any form of things. So social networks are fine with this. Email things are fine with this. The FCC, the Federal Communications folks here in the U.S. are totally fine with this. The EU is fine with this. It’s totally okay. As long as it’s disclosed that this is an advertising relationship on the website, you’re in the clear. In fact, very often it’s the case that there’s a correlation, a strong correlation between advertising and organic types of relationships and returns.

Tactics that are worth trying (depending on your business goals)

Blogs, forums, niche websites, or news/media sites

So a lot of times you’ll see an ad buy is the first step to a deeper relationship between a website or a blogger or a media source and an advertiser, and that will lead to some forms of content sharing. Maybe some of the content will be promoted on the advertiser’s site or the other way around. That might lead to some business development of some kind. That could lead to guest contributions of content or guest posting of some kind. It can lead to social sharing where the advertiser shares something that they’ve sponsored on the media sites or the other way around. It can lead to email inclusions and email sponsorships.

It can even lead directly to links and brand mentions. People will say, “Hey, I want to thank my advertiser,” or “Hey, one of my advertisers came out with this cool product that, in fact, they didn’t pay me to endorse, but I am organically endorsing it because I really like it. By the way, they happen to be top of mind for me because they’re an advertiser.” Sometimes you don’t even realize those relationships are happening, but they do.

This is why often there is a very strong connection between advertising dollars and those kinds of more organic forms of relationships. While Google certainly is smart enough to realize that those relationships exist, they don’t say, “No, it’s not okay that you bought an advertising format from this person, and that eventually led to a more organic kind of relationship and now they’re endorsing you without a followed link, without payment in an editorial kind of way.” That’s actually totally fine.

This is why advertising can be so powerful, not just for search and for links, although that’s certainly a big one. So I’ve actually got a few suggestions, some places where we’ve seen over the course of time, and I’ve seen certainly in some of the companies that I occasionally help out informally, where they’ve benefited from these types of things. On the other side, I’ve seen from bloggers, journalists, and media sites and niche websites and forums, how they have also benefited from these forms of advertising.

Some of these tactics may be worth trying. It’s really going to depend on your business goals and who your audience is. But the first and most obvious one is really what’s reflected over here, and that is reaching out to these bloggers, forums, niche websites, news and media sites. They often offer direct forms of sponsorship or display or text ads on their site. They are going to be no followed, or they’re going to use some sort of JavaScript redirect.

What you want to do, though, is you want to go direct. So I want to buy from NicheBloggerABC.com, not from Google Ads or Federated Media, which happens to power advertising on their site. So you want those direct advertising inquiries, where you have the relationship personally, and that’s what you’re building. Don’t use that generic ad provider.

By the way, if you’re going direct, make sure those links are no followed. You don’t want to buy followed links, or you’ll get into the problem that we had over here. You’re trying to build a relationship, not a followed link. Hopefully, all those other positive organic things, those will come later if you buy these no followed links, if you start that relationship with advertising.

Conference and event sponsorships

Especially, in particular, more creative and more audience relevant forms of advertising can create much greater engagement. So if you buy a booth at a conference, well that can help. Maybe you’ve got a trade show booth and people come by and that kind of thing, and that does work for some folks, especially if they’re looking for leads.

We’ve done a few things with conference and events, even here at Moz, where we’ve done forms of sponsorship that are more creative. We give out swag. We share some content. We do something that’s very special for the audience, that happens to be relevant to their interests, usually along the lines of SEO stuff. That works much better. That often will get pickup and coverage by press and media, by bloggers who attend events, by people on social media who go to these events.

Weirdly, almost ironically, the less promotional you are in your advertising, which seems counterintuitive, the better this works for all of the organic kinds of things you’re seeking. It might not work quite as well for that direct lead capture or sales capture. But by saying, “Hey, we’re going to provide free Wi-Fi to the entire conference, and all you have to do is enter a repetition of our brand name three times as the password.” Well, guess what? That builds a lot of brand equity, and it is much more appreciated than, “Hey, we’re going to need you to take this free demo” or “You need to give us your email address and be promoted to,” and these kinds of things. That less promotional can often have greater returns.

Outdoor/TV/radio/print advertising

Then the last one I’ll mention here, even though this list could go on and on and you can use your imagination, is outdoor TV, radio, print, those old school forms of advertising. I think one of the most interesting studies I saw was a couple of years ago showing the correlation between these forms of advertising and search volume. The team from SEER Interactive put up a case study about some outdoor advertising.

Now, it could have been SEER. It might have been Distilled. I’m going to make sure, and I’m going to put it in the blog post itself. I’ll link over to that study for you guys, showing that when one of their clients had invested in these forms of advertising, they saw a direct bump in search traffic.

Editor’s note: Rand offered up a couple of other relevant links for more information about the relationship between offline ads and search traffic:
Mercedes-Benz: Quantifying how online and offline marketing work together to drive sales volume
Can TV Advertising Really Impact Search Performance?

Essentially more people were searching for their brand name, for their products, and those people went to their website. Now that’s a beautiful thing, especially if you are trying to increase search demand and search click-through rate.

So if you perceive that you have a weakness in terms of, “Hey, we’re just not getting as much branded search. We’re not getting as high a click-through rate. Our brand recognition is low. That’s hurting us in search results. People are getting better engagement than us, and as a result they are getting higher rankings and better links and all this other kind of stuff.” This is a great way to potentially combat this.

With any form of tactic that you’re trying like this, you’re going to want to think really carefully about audience makeup. So many of the times when you’re doing more traditional kinds of advertising, what you’re seeking is an audience that’s made up of people who are going to buy your product, people who have a high potential to be a customer.

That’s actually not necessarily what you’re seeking when you do these forms of advertising. You are really seeking, yes, people who might become customers, but also people who might influence customers. Customer influencers is often a very different group than direct customers themselves. It might be that you’re reaching a much smaller audience, but it is more targeted to that flow.

For conferences and events, you really want those press and media types of people. For these blog, forums, and niche websites, you might be targeting influencers and journalists and other bloggers and social media mavens and that kind of stuff, who consume this type of content online far more than your regular customers do.

So you want to be careful about that when you’re choosing advertising that is supposed to be helping you with organic channels. This is a really interesting topic. It’s one of the newer kinds of forms and ways that people are leveraging paid advertising. It can run the risk, if you get too aggressive with it, that you actually step on some of these FCC guidelines or Google’s guidelines. So you’ve got to be very careful. But if you walk this line well, you can experience great benefit to your SEO, your social, your content, your email, your brand by paying for it and getting those indirect benefits as a second order effect.

All right, everyone. Hope you’ve enjoyed this edition of Whiteboard Friday. I look forward to some great comments. Hopefully, you all have some stories to share about this, and we’ll see you again next week. Take care.

Video transcription by Speechpad.com

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Wait, Paid Media Investments Can Yield SEO Value?! - Whiteboard Friday