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Morrison & Foerster Produces Ambitious Infographic Novel on Social Media Trends for B2B and B2C Marketers

Attention, social media marketers: your first infographic novel has arrived.

 John Delaney

John Delaney

Law firm Morrison & Foerster, known for its Socially Aware blog tagging news across the landscape of social media law, has produced a multi-part infographic highlighting key trends for B2B and B2C marketers on their use of social media.

Here’s a link to the 10-panel graphic, entitled Social Media Marketing: LINK HERE.

Marketers will find a well-plotted story embedded in the flow of graphic statistics – they’ll laugh, they’ll cry, or at least find something relevant for their brands.

“There’s a lot of turmoil and uncertainty right now around social media marketing,” says Morrison & Foerster partner John Delaney, principal editor of Socially Aware who led the team pulling together the infographic from some 20 different news and industry sources. “Although companies continue to spend more money on this channel as consumers increasingly rely on social media for their information, many are still trying to figure out best in class strategies and measurements.”

Among a few key stat lines from MoFo’s epic infographic on social media marketing:

  • Overall US spending on social media marketing continues to climb, exceeding $7.5 billion in 2014.  Two-thirds of companies surveyed by Adweek report having a dedicated social media team.
  • Despite the massive usage of Facebook among all branded marketers, Pinterest is actually much more popular for many businesses, especially luxury brands and online specialty retailers.
  • Smaller brands remain laggards in adopting mobile marketing – only 22% of small businesses report using a mobile app, compared to 89% of the top global brands.
  • As companies see a decline in search, blog usage is also slipping: 67% of North American consumer marketers report using blogs in 2015, vs. 72% a year ago.
  • Everyone has their own way of measuring success in social marketing, but Adweek picks some surprise winners – including the NBA (best on Twitter); Red Bull (best use of hashtag); GoPro (best on Instagram); Lowe’s (best on Vine); and Jetsetter (best on Pinterest).
  • More social media spending by brands does not always translate into more engagement. Socially Aware cites the pronounced drop in reported user interactions with marketers on two of the biggest platforms, Instagram and Twitter.  Only Facebook seems to be generating more brand interaction with consumers.
  • Even when consumers do engage, marketers often drop the ball. MoFo’s pull of recent surveys shows that 90% of enterprises use social media to respond to customer service inquiries, yet nearly 60% of consumers tweeting about a bad experience never heard back from the offending company. And the average response time of brands responding to user comments or complaints on Twitter is nine hours – snail’s time in today’s stopwatch social media environment.
  • Marketers confess that ROI has been less than stellar: nearly half of top marketers surveyed by the Wall Street Journal said they were unable to demonstrate a direct impact on their business from social media – only 15% of marketing officers could show a quantitative effect on their company’s business.
  • And still, bullishness prevails, reflected in near-term spending projections. US B2B marketers are expected to commit more than $100 billion to social media advertising by 2017; digital advertising is projected to catch up to TV ad spending by the following year.
  • Also encouraging are certain key indicators that the top platforms do get the job done to some degree. MoFo cites that 54% of B2B marketers say they’ve generated valid sales leads from social media; among consumers, 72% of those who follow a brand on Twitter said they were more likely to be loyal when it comes to purchasing.
  • Most promising of all may be a stat from Iron Paper noting that for online merchants, the average customer order influenced by social media was a robust $143 in 2014. For sellers geared up for the current holiday season, that’s a good number to beat.

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Duo glide around world’s largest fountain in Dubai



Duo glide around world's largest fountain in Dubai 1

Paragliders Llorens and Goberna take magical flight above the Palm Fountain.

Horacio Llorens and Rafael Goberna defied gravity to perform The Breaking Pointe flight around the world’s biggest fountain at The Pointe, Palm Jumeirah in Dubai. Here is all you need to know:

– Spaniard Llorens is a five-time world champion and Infinity Tumbling Guinness World Record holder, who has performed a series of spectacular projects during the last five years including paragliding with a flock of starlings and with the beautiful Aurora Borealis as a backdrop.

– Brazilian Goberna was a Guinness Book of World Records winner at only 12-years-old and, in December 2016, he took to the skies above one of the seven wonders of the natural world when paragliding at Iguazu Falls.

– This time around, the duo teamed up in Dubai to showcase The Palm Fountain at the Pointe, Palm Jumeirah. They overcame a tricky preparation period to expertly glide between the fountain’s powerful jets of water.

– Spanning across the boulevard, the Palm Fountain features two giant floating platforms covering 14,000 square metres of sea water. Reaching an impressive 105 metres high and lighting up the Dubai sky with 3,000 LED lights, the fountain “dances” to hit songs from sunset until midnight.

– They undertook training first at Paramotor Desert Adventure on January 12 to test out their brakes and motors with technician Ramon Lopez finally arriving after being held up by the heavy snow in Madrid.

– Training was crucial for the challenge of flying during the night with low visibility as safety director Alan Gayton ensured they had a reserve parachute in case of a technical issue with the main parachute. Llorens and Goberna also had to study the movement of the water with great precision in order not to get caught up in the jets of water

– Flying over water, it was also mandatory to have a lifejacket with rescue boats, jet skis and divers on hand which came handy when Goberna suffered a technical malfunction on the first January 14 practice run.

– After repairs long into the night, they returned to Paramotor Desert Adventure to test out the motors again before completing the stunning flight on January 15 with Llorens and Goberna performing in harmony.

– Llorens, 38, revealed: “As soon as we got the opportunity, we wanted to fly there. We needed to know the area really well beforehand and we needed to know how to ‘play’ with the fountain – this was new for us. Such strong streams of water shooting 100 metres up is a lot, so we had to be really prepared.”

– Goberna, 26, explained: “The motor wasn’t flying so good because, prior to arriving in Dubai, it was last used in Europe at high altitude. I needed to adjust the carburettor in the air inside the motor. In the first practice flight over the water, I broke one propeller. I really couldn’t understand what was happening and then another one broke. Eventually, a backup motor was required. After a long journey, the final result was beautiful! The team worked incredibly hard to make it.”

– Llorens added: “The highlight for me was playing between the super shooters with Rafael, because it’s something we’ve never done before; it felt really new and really powerful.”

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EU sets itself jobs, training and equality targets for 2030



EU sets itself jobs, training and equality targets for 2030 2

By Jan Strupczewski

BRUSSELS (Reuters) – The European Commission on Thursday announced goals for the 27-nation bloc to reduce poverty, inequality and boost training and jobs by 2030 as part of a post-pandemic economic overhaul financed by jointly borrowed funds.

The EU executive arm said the European Union should boost employment to 78% in 2030 from 73% in 2019, halve the gap between the number of employed women and men and cut the number of young people neither working nor studying to 9% from 12.6%

“With unemployment and inequalities expected to increase as a fallout of the pandemic, focusing our policy efforts on quality job creation, up- and reskilling and reducing poverty and exclusion is therefore essential to channel our resources where they are most needed,” the commission said.

The goals, which will have to be endorsed by EU leaders, also include an increase in the number of adults getting training every year to adapt to the EU’s transition to a greener and more digitalised economy to 60% from 40% now.

Finally, over the next 10 years, the EU should reduce the number of people at risk of poverty or social exclusion by 15 million from 91 million in 2019.

“These three 2030 headline targets are deemed ambitious and realistic at the same time,” the commission said.

The goals are part of the EU’s set of 20 social rights, agreed on in 2017, to make the EU more appealing to voters and counter eurosceptic sentiment across the bloc.

They say everybody has the right to quality education throughout their lives and that men and women must have equal opportunities in all areas and be paid the same for work of equal value.

The unemployed have the right to “personalised, continuous and consistent support”, while workers have the right “to fair wages that provide for a decent standard of living”.

(Reporting by Jan Strupczewski; Editing by Nick Macfie)

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UK aero-engineer Meggitt eyes return to growth after pandemic slump



UK aero-engineer Meggitt eyes return to growth after pandemic slump 3

LONDON (Reuters) – British engineer Meggitt said that it could return to profit growth in 2021 provided there are no further lockdowns, despite a weakening in the struggling aviation market at the end of 2020 and early this year.

Pandemic restrictions halted much flying globally last year and forced plane makers Boeing and Airbus to cut production rates, dragging down suppliers like Meggitt, which makes and services parts for such aircraft.

Meggitt’s underlying operating profit plunged by 53% to 191 million pounds ($267 million) in 2020, it said on Thursday, despite continued growth in its defence business which makes parts for military jets and accounts for about 45% of the business.

Meggitt, however, said it expected air traffic to recover in the second half of the year which would help it return to profit growth over the year, although its guidance for flat revenue disappointed analysts who had expected growth of 6%.

Meggitt’s Chief Executive Tony Wood said in November that he had expected flying to start to recover by Easter, but new variants have led to more restrictions and delayed the recovery.

“It has gone back a couple of months… it’s now very much in the summer,” Wood said of the recovery in an interview on Thursday.

Further in the future, Meggitt is positioning itself for the move to lower emissions flying, and its sensors and electric motors will be used on electric urban air mobility platforms, such as flying taxis, and in hybrid aeroplanes being developed.

But Meggitt said new tax breaks announced in Britain’s annual budget on Wednesday aimed at encouraging investment would not change its plans.

“Yes, it will be a benefit. Are we looking at any acceleration as a result specifically of that? Not really,” Woods said.

Shares in Meggitt were down 1% to 427 pence at 0943 GMT. The stock has risen by 50% since news of a COVID-19 vaccine last November, but is still down 23% on where it was pre-pandemic.

($1 = 0.7165 pounds)

(Reporting by Sarah Young; Editing by Alistair Smout and Susan Fenton)

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