Medialets

Nielsen recently released their social media reports that 53% of active adult social networks follow a brand and 40% of users are accessing social sites via mobile devices. Additionally, 53% of active adult social networkers shop online, and are 12% more likely to buy online than the average internet user.

As more consumers get more hooked on social media “sharing” and “liking”, the opportunity for advertisers to deepen connections with consumers through social media also rises. As with any powerfully personal marketing approach, social sharing must follow practices that support the brand goals and provide a positive – and respectful – user experience:

1. Share to Increase Reach and Conversion

A JC Williams Group survey found 74% of consumers are influenced by the opinions of others in buy decisions. Marketing Sherpa’s recent survey indicates that 87% of respondents trust a friend’s product recommendation over critic reviews, while 84% said they would trust even general user reviews over a critic. Your rich media creatives can tap into this by integrating share capabilities directly into the creative to extend the impact and relationship with consumers.

2. Keep Branded Messaging Concise

As with our creative capabilities for email and SMS messaging, Medialets also allows advertisers to pre-populate the body of the social media messages. Users may still edit this message, ensuring their control over content posted to personal social media pages. Think clear over cryptic when asking users to respond to a call to action. When they know what they are getting into, they are more like to bring their social network along for the ride.

3. Ask for Permission. Once.

Simply put, you need to request permission to connect with a user’s social media account. But that request doesn’t have to be complicated or discourage engagement. The process can be optimized to minimize steps for the user and maximize response for the brand.

Medialets Universal SDK allows apps to keep record of a user grant for permission to access Twitter and LinkedIn. Once the user has allowed access, the permission remains “on” via the oAuth database for that app. Any ad delivered to the same user in that app may access the social media site without the extra step of requesting permission each time, providing a smoother, more seamless user experience.

4. Use an Embedded Browser or iFrames to Provide a Seamless Experience

When a user’s engaging with an app, bumping them out of the app experience for an ad will only discourage ad clicks. Using Medialets’ embedded browser or an iFrame to launch social media websites will keep the advertisement and app open beneath the mobile website “overlay.” Once the user has completed their ad experience and dismisses the ad, he or she returns to the app. When an action – such as downloading an advertised app from the app store – requires the user to leave the app, user permission must be requested and granted.

Social media “sharing” is just one of many capabilities that can deepen the connection between brands and users. For more examples of Medialets creative executions explore our online showcase.

For more information on Medialets’ social media capabilities, speak with your account services representative or contact us.