North: Mobile and Social Web News February 1 2012

This week:
Twitter Rolls Out More Brand Pages For Advertisers
Study: Only 1% of Facebook Fans Engage With Brands
Apple Names Instagram Top App of the Year
Mobile Marketing Set to Explode in 2012

-------------------
Apple
Mobile Marketing Set to Explode

DA - At Mary Meeker's Web 2.0 talk late last year her presentation included some stunning statistics on the takeoff of Mobile e-Commerce. Now that handheld mobile devices create more Internet-access traffic than PC's, it is absolutely critical that all brands have a mobilized website and that their customers can easily buy products across all mobile devices. As these devices are always on there is also opportunity for Push messaging alerts using geo-location, where you can reach your prospective customers when they are in range of one of your stores. Once again Apple had a stellar sales jump over the Holidays with another 15 million iPads sold. This brings the total of all iPad sales to roughly 73 million. Meanwhile it was just announced that Apple is now the biggest maker of "computers." Think Mobile.

Twitter
Twitter to Roll Out More Brand Pages for Advertisers That Commit $25k

"A tweet's only 140 characters," Twitter's chief revenue officer, Adam Bain, said last month. "When consumers want to learn more, spend more time, or get deeper in terms of engagement, we think they'll end up on the brand page."

Facebook
Study: Only 1% of Facebook Fans Engage With Brands

"Researchers for the institute looked at this metric as a proportion of overall fan growth of the top 200 brands on Facebook over a six-week period back in October and they found the percentage of People Talking About This to overall fans to be 1.3%. If you subtract new likes, which only requires a click and in the minds of the researchers are akin to TV ratings, and isolate for more engaged forms of interaction, you're left within an even smaller number: 0.45%. That means less than half a percent of people who identify themselves as like a brand actually bother to create any content around it."

DA - I believe it's worth noting that 80% of Facebook users are outside the USA [Facebook official statistics] If your brand products are not available abroad it means that you need to concentrate on getting your message out to the brand's Fans in the USA market.

Instagram
Apple Names Instagram Top App of the Year

"Instagram announced this summer that it had hit 5 million users only eight months after it was introduced. In a company blog post Thursday, the now 14-month-old company said that it has more than 14 million users who post about 400 million images."

DA - Although Instagram is only available for iPhone it has had a remarkable rise in people who use it. Any day now there will be a version for Android which no doubt will extend its user market even further. Because it has an open API it is easy to implement into your company website. Or you could start a separate Tumblr account just to host your own brand Instagram photos: if General Electric can, you can! That GE blog also points to the fact that blogging is still a great strategy for engaging with potential customers.

As Instagram continues to beat out its competitors, Path and Color, it's worth keeping an eye on how many millions of people eventually sign up for the service. It's basically a new social platform.

Recent North posts:
Will Your Company be the Next Kodak?
Why It's Important to Keep Your Customers Happy

Dave Allen