Facebook, Snapchat, Instagram and Google are looking to end Twitter's domination of Super Bowl social advertising. Snapchat's Live Story will feature advertisers Budweiser and PepsiCo, and Google's Real-Time Ads enable marketers to immediately run ads at specific times during the event.
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GIF search engine Giphy is one of the Web's hottest new properties, with 95 million monthly unique visitors last year. Chief Operating Officer Adam Leibsohn says they've got a clear path to monetization by allowing advertisers to target users based on the images they're sharing on Facebook and Twitter.
Social media is a big opportunity, but making the most of that opportunity requires marketers to segment their audiences into manageable subgroups, writes Meaghan Alvarado. "Once you define your target audience in this way, you can develop strategies and tactics to engage each segment of your audience, rather than creating generic content, shotgun style, for a random audience," she writes.
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Nike is releasing an eight-episode scripted show as the latest piece of its "Better For It" campaign. The YouTube series follows two sisters who enter into a fitness-based competition, and while Nike is present, the advertising is subtle.
PepsiCo's Seth Kaufman and Frito-Lay's Ram Krishnan talk about PepsiCo's Super Bowl 50 strategy and why the company is spending 40% of its big-game budget on digital to enable conversations with consumers. "Twitter is always the platform of choice during a live event. Last year the Super Bowl [generated] 29 million tweets, but I don't think we'll stop at one platform," Krishnan said.
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Facebook accounts for 62% of social logins made by consumers to sign into the apps and websites of publishers and brands, Gigya reports. Nearly a quarter of consumers use Google logins, 7% use Twitter details and 4% use Yahoo. Google and Facebook are offered as options almost all of the time, whereas Twitter is only presented as a choice 72% of the time, and Yahoo just 35% of the time.
Identifying the return-on-investment on social media campaigns means taking a thoughtful approach that uses metrics designed to capture information about the kind of value that matters most to your business, writes Andre Steenekamp. "Returns such as earning consumer trust, opening a channel for conversation, and improving your customer experience can be differentiators for your brand, as challenging as they might be to quantify," Steenekamp writes.
Trees are social beings that nurture one another, send meaningful signals via a fungus-based network known as the "Wood Wide Web," and even keep the stumps of felled neighbors alive by feeding them sugary solutions through their roots.
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