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For the last few years Sony has been working harder to improve the way it engages with its audience using storytelling techniques.
Tim Lion is the European head of social media at Sony and during his talk at last week’s Festival of Marketing he admitted that it would be “a fallacy to suggest that what they were doing was a roaring success”.
However finding the right tone and content to connect with an audience is a lengthy process that takes a great deal of trial and error, especially if you’re a brand that’s just used to broadcasting technical specs for the last 70 years to an incumbent audience.
Things are improving though, and Lion’s social team seems to be learning from its mistakes.
Almost one in five online users share videos with their social networks more than once a week.
This is according to new research published by Unruly, which also reveals that the video ecosystem is becoming increasingly fragmented.
The majority of video shares may occur on Facebook (59%), for the remainder there is a fairly even split across multiple platforms.
Let’s take a quick look at the research…
As a digital marketer, you’re doing all the right things for your brand, including investing in content marketing, right? Of course you are.
And the difference between brands that are doing content marketing well and those who do it brilliantly boils down to one question: is your content being shared, commented on and discussed?
And apologies for the tired old phrase, but has content you’ve produced gone viral?
At Wednesday’s Festival of Marketing, the CMA explored the issue during a session on shareable content: how to make your content travel further.
I was joined on the stage by Kim Townend, formerly of Gov.UK, and Bob Fear from Virgin to discuss the recipe for share-worthy content.
Buzzfeed has certainly arrived at the right place at the right time, taking advantage of an increasingly social web and curating a huge proportion of the content we see everyday in our news feeds.
Buzzfeed has more than 150m unique views every month, 15m unique views in the UK with 75% of these coming from social and more than half coming from mobile.
The creative director of Buzzfeed Philip Byrne talked at our Festival of Marketing event yesterday about the success of Buzzfeed and also gave advice for brands that want to partner with the publisher.
Sylvia Jensen is director of EMEA marketing at Oracle Marketing Cloud, who will be speaking at at our Festival of Marketing event this Thursday.
I've been asking Sylvia about her forthcoming presentation, and her views on automation in content marketing.
Everybody talks about the need to provide quality content on your site if you want to rank well in searches. But how do search engines identify quality content?
Successive Google algorithm updates (culminating in the recent Panda 4.1) aim to refine results so that they match the intent of the search query and deliver the most comprehensive, accessible and well-written answer.
At Demandware’s Xchange ‘14 conference I caught up with Jaeger’s head of ecommerce, Simon Spencelayh, to find out how the fashion retailer is improving the customer experience and its multichannel capabilities.
So it’s clearly been a period of change for the company’s ecommerce team.
Here’s what we discussed...
Doug Kessler, who runs B2B content agency Velocity, will be speaking at next month's Festival of Marketing.
Here, Doug talks about the content marketing backlash, the importance of quality, and the importance of tone of voice...
Social media plays such an important role in publishing that sharable and fun interactive content is now the way to elevate a piece from 'buzzy' to 'viral'.
Buzzfeed and The Guardian have proved masterful at this (for different reasons) but there are plenty of other publishers and organisations getting in on the act.
Here's just a few of them..
How do you create content that gets heard from within the maelstrom of online media?
Well, consumers are looking for trusted and credible sources of information. Partnering with influencers who already have the ear of a community can be a way to create trusted content and get it shared by the right people.
Do download the report to read in full, but first I thought I'd pick out my favourite tips.
What is travel?
Airbnb is certainly trying to define it, with the message that inclusion and community make for memorable experiences. We shouldn't stand for standard, the homogeneity of a hotel chain.
The internet in general is encouraging a fightback again corporate globalisation (though perhaps these are simply our death throes?), with everything from homespun craft available through Etsy and crowdsourced cycle routes on Strava.
I watched John Kearns perform recently (a storytelling comic that won the Edinburgh Comedy Award) and he had one line designed to show how much he wanted to return to a more personal world.
He spoke about seeing tourists in the more garish areas of London promoted by guidebooks, such as Picadilly Circus, and how he wanted to talk to each of them and tell them about the really niche and beautiful parts of London, often tucked in neighbourhoods that tourists never make it to.
I'm getting to the point here. lastminute.com has produced a lovely piece of content designed to show parts of London that only the discerning have discovered*. It's called 100 Things in London and it's a nice bit of content marketing.
Let's take a look and I'll attempt to point out why it should go well.
Digital transformation is a bit of a headache to read or write about.
That’s because discussion of organisational change often strays into the abstract, which, as anyone who has ever looked at twenty Kandinskys in a row can attest, is pretty boring.
That’s why I find Shell really interesting. At a recent event at the IAB, Shell’s global media manager spoke about the transformation of the company, but he did so in refreshingly simple terms.
Americo Sanchez Silva outlined some things Shell has done in digital recently that it hasn’t done before. This encouraged me to think of digital transformation as a war of attrition.
You need to know where your company can improve and then go ahead and do it.
Don’t get me wrong, I still understand that discussions about management, processes, skills, the board, culture etc. are all important, especially for such a large multinational company under one brand as Shell. However, sometimes it’s good to look at the wood, as well as the trees.