International: What's a Smart Way to Advertise on Social Networks?
Initiative's Joshua Sarpen Did a Study to Find Out
NEW YORK (AdAge.com) -- With millions of consumers logging on each day, social networks may seem like a no-brainer way for marketers to reach consumers. But some are still wary of a medium that doesn't have metrics to back it up, said Joshua Sarpen, manager of Initiative Insight and Futures.
"Clients are rightfully a little bit timid about activating in a space where there is not a lot of hard and fast research," he said.
Mr. Sarpen and his colleagues at Initiative are looking to demystify social networks with their second annual InVision Study for Social Marketing. The study is based on an online questionnaire conducted in April that was sent to 1,700 consumers aged 13 and older.
Mr. Sarpen, 27, has studied emerging media for Initiative for about two-and-a-half years. Prior to that, he worked at NBC Universal in audience analysis. He talked with MediaWorks about the results of the study and what they mean to marketers.
MediaWorks: This is the second year Initiative has conducted a study on social networking -- how did this year's results compare with last year's?
Mr. Sarpen: We saw a big rise year to year among total respondents -- in '06, 33% said they had visited a social-networking site. In '07, that jumped to 43%. What's most interesting there is that the gain came from adults ages 18-34, not teens. Teens were already there. Three quarters of teens have gone. Now you are seeing the growth among adults ages 18-34, and it leads you to speculate, "Where is the growth going to be in the future?" I don't think this medium is going away. The number of sites that cater to adults [will] grow, whether it's business professionals or soccer moms. Those sites are going to pop up and a lot of them are going to reach the intended group.
MediaWorks: So you think social-networking sites are going to fragment?
Mr. Sarpen: I think so. You can make the analogy to TV. You've got broadcast networks, like MySpace and you've got narrow cast or cable networks that maybe talk to one of these smaller groups. LinkedIn is going to be big with business folks, but it's at a smaller scale now.
MediaWorks: Your study shows that people spend a limited time on social-networking sites -- what does that mean for marketers?
Mr. Sarpen: It means you have to be dynamic, you have to get your message across quickly and talk to the right people. We asked a few people about attitudes toward advertising and, in general, people are interested in products if it's directed to them, if it's a product they want to see. So marketers just need to be cognizant --- and social-networking sites are already starting to do this for you. They've got specialized groups -- whether you are into weight training, or you are into collecting -- of attaching that message just in the hobbies and passions group so you are talking to people who are passionate about your product.
MediaWorks: How can marketers use social networks better?
Mr. Sarpen: Marketers and social-networking sites need to be aware of the amount of advertising they have. In this medium, there is going to be a lowered threshold to the number of ads and messages that you see. The other thing is you need to be genuine, so don't create fake things or misrepresent your own brand. You want to be as true to the message as you can.
MediaWorks: Do you think users are becoming wary of advertisers on social networks?
Mr. Sarpen: Maybe it raises more alarm bells with us than the consumers, but if ad content is really organic and fits in the space, it's almost like providing information as opposed to being an ad that you tune out.
MediaWorks: What are marketers doing right in social networking?
Mr. Sarpen: Most social networks offer a video section, so, for example, if you have things like a movie trailer or clips, those really seem to fit in naturally. ... I also think that because [social networks are] such a viral space -- they don't have to advertise to get new members. People are bringing each other in. So if advertisers can utilize that and say, "Share the message with someone for a reward or a discount," or something like that, it could be highly successful.
MediaWorks: What's your take on the argument that social marketing should be used less like paid media and more like a customer-relationship-management tool?
Mr. Sarpen: I definitely think blogs could be used as customer relationship management ... because that's really kind of a place for unfettered market research, whether it's us or anyone who's asking questions, that person knows their information is going to be counted. On a blog, you can really collect information and attitudes about a marketing campaign without people knowing you are there. In terms of a paid model, there is always going to be pay involved, and I don't think that's a bad thing.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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