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RKG DIGITAL MARKETING REPORT

With the release of RKG ( Rimm-Kaufman Group ) marketing report for the first quarter of 2013, the rise in smartphone and tablet use has advertisers increasing their spending on search ads. It would only be the best move to tap into this growing audience. A couple of interesting scenarios this report had which I thought I would highlight here. The decline in search traffic from laptops and desktops which is not quite a surprise seeing the increase in tablet and smartphone sales. This however has seen an increase in search spending by 24% in the first quarter, with cost of mobile cost-per-click gaining on PC.

 

On search engine click share, RKG realized on traffic share across devices that each search engine shared an advantage on devices where it was the default. Though search engine giant Google still a preferred traffic share across the most popular devices i.e iPad, iPhone and Android Phones. In share traffic generated from mobile, Google lead by 28% to Bing’s 16% but on the Kindle Fire Bing had twice the click share of Google.

 

On revenue per click tablets generated 15% lower than PC, even with gained traffic share among other tablets and Android, which is still less than half that of the iPad.

 

In the first Quarter report of 2013, RKG found that iOS 6 accounted for 83% of Google search traffic from iOS devices, 75% of which not passing a referrer thanks to secure search.

 

This report would not be complete without a look into social media. This might not come as shock to many but Facebook has the lead on share of visits from social sites. Though a small segment of overall site referrer sending just 2% of all site visits, Facebook still has a good command on social media.

 

The full RKG report gives you a deeper look and analysis in search engine optimization, social media, comparison shopping engines and more with over 40 charts to aid.

 

3 Social Media Metrics Your Business Should Track

If your brand is using social media to market then having the knowledge of how your on-line campaign is faring is of utmost value to you. As they say – Knowledge is power – having a grasp on what you are doing right and what is not working for you can only give you an edge on running a successful campaign. So, where should you look? Or better yet which metrics should you look at to keep track of your company. Here we list three metrics you ought to look at to measure your social marketing.

 

1. Share of Voice

What people are saying about your brand may be something you are already looking at, going a notch further to find out what percentage of mentions within your industry actually go to your company is where you want to focus. Just looking at the mentions coming to your brand could be misleading. Share of Voice helps you find out what percentage your company gets and compares it with your competitors. Social Mention is a free tool you can use to do this.

 

2. Referral Traffic

One of the many reasons brands find themselves on social media sites like Facebook and Twitter is to get the attention of the millions of users and probably get them to your site. To find out which site increases your on-site results and which isn’t tells you where you need to put more effort. Google Analytics is a great and simple tool you can use to find out which social sites sends the most referrals.

 

3. Conversion Rate

Most important, this metric tells you what is working for your business. The amount of referral traffic that actually converts to your site activity whether through product sales, conversations, newsletters etc is the measure we take a look at here. This measure will need two elements of Google Analytics: Goals and Advanced Traffic Segments.

Google Analytics Goals helps you determine when a specific action has happened on your site. Advanced Traffic Segments can break out your analytic data by individual traffic source. The more definitive your data the better you understand what works for you. conversion rate should be carried out at least once a month.

 

These measurements are sure to add value to your business.

 

Social Authority: Our Measure of Twitter Influence

For twitter fans, social authority has got be the best thing to happen since the social boom 🙂 a metric system that computes influential activity of twitter users’. It highlights content that’s doing well, gives you an overview of your social graph and helps you find new followers who are of great value. There is no hidden secret to how this metric adds up, social authority is basically all about retweets. A retweet is somewhat of an acknowledgement from others that your content is valuable.

What about follower count as a measure of social authority? At least that is what most people use as a measure of influence but that is far from reality. The list of twitter users with the most followers and those with the highest social authority are not similar. One thing social authority thrives on is retweets, the value of your content being shared is how your influence is gauged. This is the major difference between social authority and other metric systems out there.

What you want to do is get more people to spread the content you put on twitter and social authority can help by finding influential users who can share your content to their affiliates. Basically, social authority is a great tool one can use to find important relationships and great beneficial content strategies.

How to Handle Customers Who Get Mean on Social Media

Social media has taken over how as to what people do on-line these days. While it may be possible to find someone who does not know what Facebook is, it is highly unlikely to happen in this planet. With an astounding 1 billion active users in the world, more and more businesses are putting up profiles on social media as a way of marketing and making it easier for customers to reach them. Naturally, it is given, running into disgruntled customers who find fault in your product or service is a possibility. Hey, you can’t please everybody all the time right! Social media platforms give customers the perfect opportunity to vent out their frustrations in a way that will capture the eyes of a brand, at least those who are using social media anyway.

Dealing with such customers in such a way as to make a light situation out of what could possibly be nasty is what we are trying to figure out. Getting a positive outcome from this is what we are talking about here and these four tips could help :-

 

  • Give quick responses – Nobody likes being kept wait especially someone who has been wronged. Do your best to respond hastily to these customers, it makes them know you are concerned about them and looking for a solution.
  • Work hard for a positive outcome – Try and find a solution that will satisfy the customer. Exhaust all avenues you can use to give you a happy customer.
  • Make a personal connection – Don’t just reply to posts or tweets without using a name and mentioning the customer’s name too, this makes the customer know they are dealing with someone and not just an auto-responder.
  • Go offline – Your argument doesn’t need to be seen by everybody, you take it to personal messages from the initial contact. These bursts of rage can get messy it would work like a double edged sword, customer will get that personal attention they need and you save the brands image from slander to the public.


One important thing to remember when dealing with a mean customer is, don’t get mad! Keep your cool.

Social SEO Steps You Can Implement Right Now

The rate at which information is being consumed on line has sky-rocketed over the past few years. Search has made everyone a know-it-all when it comes close to everything, medicine, healthy living, sports you name it. We consume so much of this information even getting a second opinion from experts in that field is almost never even thought of. Therefore  your presences on-line is mandatory in this “Google generation” if you are to survive in business that is.

When looked at closely social media and SEO have similar goals, one of them being information discovery thus the term social SEO. It is possible to integrate the two, social media and SEO, in one way to attain on-line presences. As the proverbial saying goes “killing two birds with one stone” these steps will help any digital marketing strategy improve social media presences as well as SEO performance.

1. Register your company/business with Google Places – To kick us off, Google places is an on-line directory of physical addresses of businesses making it simple for prospective customers to find. To top this all up it’s free.

2. Create a Company/Brand Page on Facebook and Google Plus – This works on your credibility with search engines, Facebook and Google+ are two trusted sites having a presence there makes your brand more solid.

3. Establish your Brand Presence on Google plus – involving your brand to niches close to what you do is the other step you can make. Interacting with groups and communities, initiating valuable conversation are all beneficial in how search engines rate you.

4. Add Google’s Plus one (+1) button on your site’s important pages – This actually allows for your site to get social recommendation which search engines rely on to gauge a site’s popularity.

5. Add other social sharing options (Google+ share, Like, Tweet etc) – Having just one +1 button helps search engines determine a site’s popularity imagine what two or three more sharing options will do.

6. Add a Google+ Badge and Page Badge – This is what people use to identify you, having it as your badge gives your brand more proof.

7. Promote social actions to two of your best-written content – The more clicks and shares you get is a sign of authority and search engines see this as trust in your brand.

8. Integrate social payment systems into your content strategy – Payment methods present opportunities for brands and businesses to build on viral marketing

9. Recycle past content in the form of video marketing – written content is a flooded form of marketing and is easily overlooked putting information in video form has a higher click able rate.