tag:econsultancy.com,2008:/topics/content-marketing-and-strategy Latest Content marketing content from Econsultancy 2016-05-04T12:07:51+01:00 tag:econsultancy.com,2008:BlogPost/67804 2016-05-04T12:07:51+01:00 2016-05-04T12:07:51+01:00 Capturing Micro-Moments & Answer Boxes for content success Richard Marriott <p>Now I’m not a massive fan of buzzwords but like it or not these ‘micro-moments’ should be forming a critical part of your <a href="https://econsultancy.com/reports/seo-best-practice-technical-seo-on-page-optimization-and-landing-page-optimization/">on-page content strategy</a> for 2016 to ensure you are always supporting your customers throughout every stage of the buying cycle. </p> <p>Firstly, lets start with the basics, what is a micro-moment?</p> <h3>Micro-moments</h3> <p>In a nutshell, mobile has significantly changed the customer journey by allowing us to be ‘always on’.</p> <p>The traditional journey is now different and broken down into lots of real-time, intent-driven search queries.</p> <p>Google breaks them down into the following 'Moments':</p> <ul> <li>Is it worth it</li> <li>Show me how</li> <li>Time for a new one </li> <li>Didn’t plan for this</li> <li>One step at a time</li> <li>Ready for a change</li> <li>New day new me</li> <li>I wanna talk to a human</li> </ul> <p>There is also a lot of emphasis on: </p> <ul> <li> <strong>Be there:</strong> ensuring you are visible.</li> <li> <strong>Be useful:</strong> deliver relevance in their micro-moment of need.</li> <li> <strong>Be quick:</strong> mobile UX, site speed and page structure.</li> </ul> <p>This graphic from the Think With Google site sums it up nicely:</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4529/micro-moments-blog-flyer.png" alt="" width="470" height="433"></p> <p>Think about your most recent purchase and how you can fit this into the context of the list above; how you searched, where you searched and what the outcome was. </p> <p>So where do you start with capturing these micro-moments? This might seem daunting but break it down logically and it's pretty straight-forward:</p> <ul> <li>Understanding audience</li> <li>Persona creation</li> <li>Mapping moments to personas and keyword research</li> <li>Competitor analysis</li> <li>Content structure</li> </ul> <p>During the rest of this post we are going to focus on the ‘be there’, ‘be useful’ and ‘be quick’ sections of the micro-moment.</p> <p>While I can’t cover all aspects of the ‘be quick’ recommendation such as site speed, we can consider the way content is structured for mobile to ensure it's easily navigable and consumable (which kind of falls into the useful bit too). </p> <h3><strong>Understanding audience</strong></h3> <p>We start by putting a huge focus on audience insights and <a href="https://econsultancy.com/blog/66976-are-your-audience-personas-really-helping-to-inform-your-content-strategy/">content personas</a>. </p> <p>After all, if you don’t understand your customer and their needs how can you execute <a href="https://econsultancy.com/training/courses/digital-content-strategy/">a successful content strategy</a> to support them throughout the purchase funnel and ultimately increase conversions.</p> <p>Once we have defined these personas we can then begin to think about their individual needs in the buying cycle and look to capture this traffic with content.  </p> <p>Here are a few simple examples on where to gather insight from:</p> <h4><strong>1. Internal data</strong></h4> <p>Clearly the most valuable place you can begin is with your own customer data.  </p> <p>If you are lucky enough to have mosaic data or have done focus group research in the past then use it!</p> <p>If not, then as a minimum export sales/conversion data and segment into persona-related data where possible (depending on the data you have).</p> <p>As a really top-level example, this could be age, gender, location and category of product purchased from. Google Analytics demographics will also help with further insight.</p> <h4><strong>2. Social data</strong></h4> <p>When it comes to audience understanding, where better to look next than at your (or your competitor's) social data. </p> <p>In my personal opinion Facebook Audience Insights data accessed through the Ads Manager is brilliant for audience understanding, and best of all it's free.</p> <p>The tool is supposed to help with your Facebook Ad targeting, however this data can also be used for persona creation and developing content that resonates with your audience.</p> <p><strong>3. YouGov audience profiler (free tool)</strong></p> <p>The <a href="https://yougov.co.uk/profileslite#/" target="_blank">YouGov Profiles</a> tool is great to get more insight on your audience.</p> <p>Simply type in your brand, a larger competitor or pastime and it returns lots of rich data on your specific audience.</p> <p><img src="https://assets.econsultancy.com/images/0007/4592/Screen_Shot_2016-05-04_at_11.03.31.png" alt="" width="800" height="450"></p> <h3><strong>Persona formulation</strong></h3> <p>Each brand will be different when thinking about the number of personas you are going to have, and it also depends on the amount of time and resource you have available.</p> <p>Firstly you need to be realistic with what you can achieve and service properly, and also think about whether you need a persona set per product category or whether you can use the same set across the business. </p> <p>Too many personas will potentially dilute what you are trying to achieve, and only having one will lead to the content being too narrow and not appealing enough to the larger audiences.</p> <p>Broadly speaking we normally look to use between three and five personas per category/business. </p> <p>Below is an example on how to formulate these personas along with a <a href="https://www.zazzlemedia.co.uk/persona-template/?utm_source=Econsultancy&amp;utm_medium=Earned&amp;utm_campaign=Micro-Moments-Post" target="_blank">handy link to the template</a>.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4530/persona-blog-flyer.png" alt="" width="470" height="371"></p> <h3><strong>Competitor analysis</strong></h3> <p>There are several methods available for SEO competitor analysis.</p> <p>In my opinion <a href="https://www.semrush.com/" target="_blank">SEM Rush</a> is a pretty efficient way of checking not only what your competitors are ranking for, but also any Answer Boxes they currently own.</p> <p>By searching for said competitor/site then selecting 'organic search positions', you can see the terms your competitor ranks for. This can be exported and filtered until your heart's content! </p> <p>The next level is to look at which Google Answer Boxes are they capturing. To see this simply filter by SERP feature, then featured snippet:</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4531/sem-rush-msm-blog-flyer.png" alt="" width="470" height="280"></p> <p>Then sense-check against the terms in the SERP:</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4545/serp-answer-blog-flyer.png" alt="" width="470" height="439"> </p> <p>As you can see, these Answer Boxes are appearing at the top of the organic results and capturing a lot of real estate in the SERP, so it's great for awareness and capturing traffic at the top of the funnel.</p> <p>Google doesn’t automatically scrape the first result either. We’ve seen Answer Boxes being won by terms ranking within the top five.</p> <p>We’ve also seen great success with some of our clients utilising these, and with <a href="https://econsultancy.com/blog/67569-google-kills-right-hand-ppc-ads-how-should-marketers-respond/">no ads down the side of the SERP</a> there are some people speculating that this will allow extra space for <a href="https://econsultancy.com/blog/62241-google-s-knowledge-graph-one-step-closer-to-the-semantic-web/">the Knowledge Graph</a>.</p> <h3><strong>Mapping moments to personas (be there/be useful)</strong></h3> <p>Once the personas have been created we then need to understand their individual needs and how to ensure you have the right content for them at every stage of the purchase funnel.</p> <p>So let's start that process. Choose one of your personas and think of queries that fall into each of the 'moments' listed at the top of this post.</p> <p>Now in terms of keyword research around these, I’m not going to teach anyone to suck eggs as I’m sure most will know your keyword sets and there is already enough information on this available elsewhere.</p> <p>However, to capture these micro-moments, keyword formulation should be considered in a slightly different way to really start to understand where the opportunity is, how the consumer will want to consume the content and ultimately how to structure that content to meet their needs.</p> <p>Start by using <a href="https://adwords.google.co.uk/KeywordPlanner">Google's Keyword Planner</a> to look at search volumes.  </p> <p>To give you some inspiration on what longer-tail terms your audience might be searching for, a couple of handy tools I’ve come across are <a href="http://answerthepublic.com/">Answer The Public</a> and <a href="http://lsigraph.com/">LSI Graph</a>.</p> <p>These deliver the what, when, how, why and sematic phrases for your head terms, and both churn out cool suggestions like this:</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4533/answer-the-people-blog-flyer.png" alt="" width="470" height="470"></p> <p>And this:</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4534/lsi-graph-blog-flyer.png" alt="" width="470" height="342"></p> <p>These terms should be considered when formulating functional content on product/category pages and also when creating blog strategies to capture this additional opportunity.</p> <p>So, not all of these suggestions will be relevant to your customers, but when you collectively understand and map them out and tie them back to your content personas, it will help inform your content strategy. </p> <p>To help you map this out, I have created an example template for you to <a href="https://www.zazzlemedia.co.uk/mapping-moments-personas-template/" target="_blank">download here</a>:</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4536/mm-template-blog-flyer.png" alt="" width="470" height="175"></p> <h3><strong>Content and page structure: ‘Be Quick’ / ‘Be Useful’</strong></h3> <p>Content structure is a key reason for why Google displays Answer Boxes from sites that have well-designed pages that answer the question quickly and efficiently. </p> <p>Think back to the intro with the change in search now being based around hundreds of real time, intent-driven search queries.</p> <p>It’s also critical that you take a mobile-first view on these pages so users can easily navigate to the part of content that answers their question, rather than having to infinitely scroll (we know how much it annoys us all!).</p> <p>Below is an example of how to structure content well:</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4544/mas-breakdown-blog-flyer.jpg" alt="" width="470" height="247"></p> <p>Rather than have multiple pages for multiple micro-moments, I’d recommend creating pages that answer multiple queries/micro-moments around a similar topic or theme.</p> <p>Critically the page starts with a relevant H1 tag followed by some above-the-fold succinct content which answers the user's query within a couple of sentences.</p> <p>Then, if you have multiple questions or areas to cover in the page then create these in a bulleted list with anchor tags that link to the relevant part further down the page.</p> <p>These ‘sub-sections’ should be titled with an H2 with the detail being displayed clearly using tables and lists to make it easy to consume.</p> <h3><strong>Conclusion</strong></h3> <p>Getting the audience part right is the first big hurdle, but once you have your personas nailed down, do your competitor analysis to see if anyone is really owning this at the moment and see if you can take any inspiration.</p> <p>Then use keyword research and some of the query tools I've mentioned to really define micro-moments and pinch points that your customers might be struggling with and map those to the personas to help prioritise content.</p> <p>Once you’ve made it that far create and structure your content while always considering:</p> <ul> <li>Be there.</li> <li>Be useful.</li> <li>Be quick.</li> </ul> tag:econsultancy.com,2008:BlogPost/67748 2016-04-28T11:00:42+01:00 2016-04-28T11:00:42+01:00 Three ways marketers can benefit from the drone revolution Patricio Robles <h3>1. Drones allow marketers to provide new perspectives</h3> <p>Drone technology literally gives marketers the ability to create compelling audiovisual content that offers perspectives never before possible, or only possible at significant cost and thus only available to marketers with significant budgets. </p> <p>The ability for even the smallest of businesses to take advantage of drone imagery is exemplified by Captain Dave Anderson, who runs Capt. Dave's Dolphin &amp; Whale Watching Safari in Dana Point, California.</p> <p>One of his drone videos of dolphins has racked up nearly 12m views on YouTube.</p> <p><iframe src="https://www.youtube.com/embed/Bo_f8mV5khg?wmode=transparent" width="560" height="315"></iframe></p> <p>While drones are becoming both more affordable and usable, even marketers without drones of their own can incorporate drone content into their campaigns as drone-captured photos and videos can increasingly be found on <a href="https://econsultancy.com/blog/2515-stock-photography-resources-and-tips">stock photo</a> and video services.</p> <h3>2. They speed time-to-market </h3> <p>Because drones are now widely available and can be put to use with little hassle, marketers are able to add new perspectives to their campaigns without suffering long delays.</p> <p>Increasingly, specialist skills aren't even required for certain applications.</p> <p>"Recently some of the sophisticated capabilities have gotten cheap and easy to use,"  Timothy Reuter, founder of the largest drone club in the US, <a href="http://www.cnn.com/2014/05/22/tech/innovation/drone-uav-photography/">told CNN</a> in 2014.</p> <blockquote> <p>The difference between the professional and hobbyist tools isn't that big anymore - that's part of the revolution.</p> </blockquote> <h3>3. The sky is now the limit when it comes to creativity</h3> <p>The new perspectives marketers can take advantage of coupled with quick time-to-market means that rapid experimentation is possible.</p> <p>Marketers can now exercise a great deal of creativity when employing drones to create content.</p> <p>But the most creative marketing-related drone applications aren't about content.</p> <p>Some trailblazing marketers are also putting drones to use in more cutting-edge ways. Drones are being used to deliver aerial advertising in a new, less costly fashion.</p> <p><iframe src="https://www.youtube.com/embed/0rUVmAbc4jw?wmode=transparent" width="560" height="315"></iframe></p> <p>And Camisaria Colombo, a Colombian clothier, even used drones to fly mannequins alongside buildings in Vila Olimpia, Sao Paulo's business district, to market its wares to businessmen.</p> <p><iframe src="https://www.youtube.com/embed/QeU4rlgmV8M?wmode=transparent" width="560" height="315"></iframe></p> <p>There are creative non-consumer-facing applications for drones too.</p> <p>Just as brick and mortar businesses are increasingly adopting technologies <a href="https://econsultancy.com/blog/64277-how-to-use-free-wi-fi-for-social-marketing-and-analytics/">like WiFi tracking to monitor customers in-store</a>, drones can be used to gather data that marketers can analyze to develop actionable business insights.  </p> <p>Obviously, regulation of how drones are used could add red tape that makes it more difficult for marketers to use drones across all of these applications.</p> <p>But the general consensus is that drones are here to stay, so in the coming year expect to see more marketers flying high.</p> tag:econsultancy.com,2008:BlogPost/67775 2016-04-22T15:15:00+01:00 2016-04-22T15:15:00+01:00 Six common reasons content marketing campaigns don't perform Patricio Robles <h3>1. You didn't do the research</h3> <p>Content marketers should remember that even though content is ultimately expected to deliver a return on investment, it won't do that if it doesn't deliver value to the target audience.</p> <p>While some content marketers might assume they know what's of value to the target audience, the best way to identify the best opportunities is to do market research before any content is created.</p> <p>Market research can take many forms, and marketers should remember that analytics data and data from CRM systems can be a valuable source of worthwhile ideas.</p> <p>For more on this, read: </p> <ul> <li><a href="https://econsultancy.com/blog/66976-are-your-audience-personas-really-helping-to-inform-your-content-strategy/">Are your audience personas really helping to inform your content strategy?</a></li> </ul> <h3>2. The content doesn't align to the objectives</h3> <p>Even great content can fall short when it's not aligned well enough to a campaign's objectives.</p> <p>For example, if a company is aiming to generate leads for a new service but its snazzy infographic is only modestly relevant to the target audience, it might not see the desired results because it won't capture attention from the right people.</p> <p>For more on this, read:</p> <ul> <li><a href="https://econsultancy.com/blog/64044-the-content-cycle-how-to-improve-your-campaign-strategy/">The Content Cycle: how to improve your campaign strategy</a></li> </ul> <h3>3. The content isn't compelling</h3> <p>The web is awash in content, and more and more companies have adopted content marketing, so it can be difficult for brands to stand out.</p> <p>If content isn't interesting, informative or insightful, a campaign isn't likely to deliver on its objectives. It's that simple.</p> <p>For some inspiration on your content marketing efforts, check out these other posts:</p> <ul> <li><a href="https://econsultancy.com/blog/66247-14-examples-of-evergreen-content-formats-that-work-wonders/">14 examples of evergreen content formats that work wonders</a></li> <li><a href="https://econsultancy.com/blog/65518-six-examples-of-interesting-content-from-boring-businesses/">Six examples of interesting content from ‘boring’ businesses</a></li> </ul> <h3>4. The presentation is lacking</h3> <p>Content experience matters.</p> <p>Making the right presentation decisions – delivery format (eg. web page versus infographic versus whitepaper PDF), typography, use of graphics and video, etc. – is critical, as is ensuring that the final product is professional if not highly-polished.</p> <p>Econsultancy's own <a href="https://econsultancy.com/blog/64539-introducing-the-periodic-table-of-content-marketing/">Periodic Table of Content Marketing</a> will help choose which content format to use.</p> <p>It's also a good example of how presentation can bring a potentially dry topic to life (even if we do say so ourselves).</p> <p><a href="https://assets.econsultancy.com/images/0004/5832/The_Periodic_Table_of_Content_Marketing.png"><img src="https://assets.econsultancy.com/images/resized/0004/5829/the_perdiodic_table_of_content_marketing-blog-full.png" alt="" width="615" height="387"></a></p> <h3>5. The distribution strategy is wrong</h3> <p>Even the best content doesn't distribute itself.</p> <p>Having <a href="https://econsultancy.com/reports/maximising-the-reach-of-your-content-assets-digital-marketing-template-files/">the right content distribution strategy</a> can mean the difference between content reaching the right people or not.</p> <p>While social media is often a potent distribution channel for content marketers, successful campaigns, particularly in B2B markets, frequently rely on other channels.</p> <p>This can include owned channels like company websites and mailing lists.</p> <h3>6. Quantity is prioritized over quality</h3> <p>While content marketing teams may feel good about their ability to produce content in large volumes, quantity doesn't guarantee results.</p> <p>This is something Chris Sheen, Head of Marketing at SaleCycle, explained in a post about <a href="https://econsultancy.com/blog/67475-why-80-of-our-b2b-content-marketing-failed">why 80% of his company's content failed</a>.</p> <p><iframe src="https://www.youtube.com/embed/TotoIZdle3c?wmode=transparent" width="560" height="315"></iframe></p> tag:econsultancy.com,2008:Report/3008 2016-04-20T15:45:00+01:00 2016-04-20T15:45:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to a B2B report) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online market research with data, facts, charts and figures.The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/67747 2016-04-18T15:35:06+01:00 2016-04-18T15:35:06+01:00 Pharma marketers should use storytelling to improve the industry’s reputation Patricio Robles <p>Throw in <a href="https://econsultancy.com/blog/67590-can-targeted-social-ads-help-pharma-overcome-drug-pricing-controversy">public outrage over drug prices</a> and it's clear that pharmaceutical companies face an uphill battle in winning consumers over.</p> <p>But the challenging environment could prove to be beneficial as it forces the industry to be more instrospective.</p> <p>As Medical Marketing &amp; Media's Jaimy Lee <a href="http://www.mmm-online.com/agency/creative-partners-should-push-pharma-clients-to-tell-better-stories/article/489418/">detailed</a>, officials and attendees at the upcoming Lions Health Festival are urging pharma to improve how it communicates with consumers.</p> <p>"We neglect the origin story. Instead we run these dumb ads," Alexandra von Plato, group president of North America for Publicis Healthcare Communications Group, told Lee.</p> <p><iframe src="https://www.youtube.com/embed/3hp_y0wDFz0?wmode=transparent" width="615" height="461"></iframe></p> <p>While issues like drug pricing are complex and emotionally-charged, pharmaceutical companies can take cues from the growing number of <a href="https://econsultancy.com/blog/65397-five-brands-excelling-at-storytelling">brands that are becoming excellent storytellers</a>.</p> <p><a href="https://econsultancy.com/blog/65419-content-marketing-and-the-difficulties-of-storytelling">Storytelling isn't easy</a>, and many brands simply don't have <a href="https://econsultancy.com/blog/65255-virgin-media-the-paragon-of-brand-storytelling">Virgin Media-like stories</a>.</p> <p>Fortunately pharma brands aren't relegated to "dumb ads"; they <em>do</em> have stories to tell. These stories are often compelling and filled with emotion.</p> <p>After all, despite the fact that the industry finds itself increasingly panned by critics, drug companies are improving and saving lives.</p> <p>But their television ads, often the butt of jokes, are far more widely discussed.</p> <p>In other industries, companies are frequently adept at telling stories about how they're helping to make the world a better place. </p> <p>Toms, a shoe and eyewear manufacturer that has incorporated philanthropy into its business model, is a good example of this.</p> <p><iframe src="https://www.youtube.com/embed/sz7-iwmNkRA?wmode=transparent" width="615" height="346"></iframe></p> <p>So what's holding pharma marketers back? According to Josh Prince, CMO of Omnicom Health Group, "We don't push our clients enough."</p> <p>Coupled with <a href="https://econsultancy.com/blog/67131-pharma-s-mobile-social-efforts-aren-t-as-healthy-as-they-should-be">underinvestment in key digital channels</a>, pharma's reluctance to tell its most compelling stories has created a void that could become more and more difficult to fill as the industry faces an increasingly challenging and even hostile environment.</p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/reports/healthcare-study-organizing-marketing-in-the-digital-age/"><em>Healthcare Study: Organizing Marketing in the Digital Ag</em>e</a></li> </ul> tag:econsultancy.com,2008:BlogPost/67743 2016-04-15T14:14:27+01:00 2016-04-15T14:14:27+01:00 The five announcements from Facebook's F8 conference that you need to know about Patricio Robles <h3>Messenger Platform</h3> <p><a href="https://econsultancy.com/blog/67551-private-messaging-is-social-s-next-big-ad-frontier">Private messaging is social's next big ad frontier</a> and talk of <a href="https://econsultancy.com/blog/66234-is-facebook-about-to-open-messenger-to-content-producers-brands">Facebook opening its Messenger app to brands</a> has been circling for more than a year.</p> <p>One of the biggest announcements at the F8 conference was <a href="http://newsroom.fb.com/news/2016/04/messenger-platform-at-f8/">the beta launch of Messenger Platform</a>, which allows third parties to develop <a href="https://econsultancy.com/blog/67697-does-the-rise-of-messaging-apps-mean-brands-need-a-bot-strategy">bots</a> that interact with Messenger's 900m users. </p> <p><img src="https://assets.econsultancy.com/images/0007/3950/how-to-search-for-bots-on-messenger.jpeg" alt="" width="249" height="483"></p> <p>According to David Marcus, Facebook's VP of Messaging Products...</p> <blockquote> <p>Bots can provide anything from automated subscription content like weather and traffic updates, to customized communications like receipts, shipping notifications, and live automated messages all by interacting directly with the people who want to get them.</p> </blockquote> <p>Facebook has created a number of discovery tools to help users find bots that may be of interest to them, and users will have the ability to block communications that are unwanted.</p> <p>Facebook says it has established strict review and oversight policies to ensure that brands don't abuse its <a href="https://messengerplatform.fb.com/">Messenger Platform</a>.</p> <h3>Facebook Live API</h3> <p><a href="https://econsultancy.com/blog/67712-seven-helpful-tips-for-livestreaming-success">Livestreaming</a> is the subject of a lot of buzz today, and Facebook believes that it's a meaningful trend.</p> <p>The social network <a href="https://econsultancy.com/blog/67603-what-marketers-need-to-know-about-facebook-s-livestreaming-push">is pushing to be a livestreaming leader</a>, so it's no surprise that Facebook has built a Live API, which <a href="https://media.fb.com/2016/04/12/introducing-the-facebook-live-api/">it unveiled at F8</a>.</p> <p>Thanks to the Live API, publishers wanting to broadcast directly to Facebook can work with Facebook's Media Solutions partners, and access advanced capabilities, such as the ability to mix multiple video and audio sources and to combine the Live API with Facebook's Graph API to access live video comments, reactions, and mentions in real-time.</p> <p>According to Facebook, "You can use this information to reflect viewer engagement in real time and create on-screen graphics that show live poll results, analyze comments, and enable comment moderation."</p> <p>The Live API will also allow hardware manufacturers to integrate with Facebook Live.</p> <p>Already, a number of camera manufacturers have taken advantage of this, and drone manufacturer DJI has integrated its GO app with Facebook's Live API so that drone pilots can stream their flights.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/3955/facebooklivedrone-blog-flyer.jpg" alt="" width="470" height="264"></p> <h3>Account Kit</h3> <p>Use of <a href="https://econsultancy.com/blog/66711-social-login-adoption-grows-despite-privacy-concerns">social login</a> has grown significantly in recent years and Facebook is aiming to make it even easier for consumers to access third-party apps with <a href="https://developers.facebook.com/blog/post/2016/04/12/grow-your-app-with-account-kit/">Account Kit</a>, a new tool that allows individuals to sign in with just a phone number or email address, even if they don't have a Facebook account.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/3956/12995596_1709301726022225_16641357_n-blog-flyer.png" alt="" width="470" height="299"></p> <p>Account Kit gives app owners the ability to customize UI and access analytics.</p> <p>Facebook also offers a backup notification option for users of its social network, which it says can help conversions...</p> <blockquote> <p>If a person chooses to sign into your app using their phone number, but doesn't receive an SMS, but does have a Facebook account, they can choose to receive a Facebook notification to complete the login process.</p> <p>We built this backup option to help increase your conversion rate by making sure people have more ways to log in if needed.</p> </blockquote> <p><a href="https://developers.facebook.com/docs/case-studies/saavn">According to</a> Facebook, music streaming app Saavn saw its daily signups grow by 33% within two months of adopting Account Kit. </p> <h3>New Sharing Tools</h3> <p><img src="https://assets.econsultancy.com/images/0007/3957/facebooksave.jpg" alt="" width="236" height="452"></p> <p><a href="https://econsultancy.com/blog/67733-the-facebook-context-collapse-how-decline-in-personal-sharing-might-affect-brands">Facebook is fighting "context collapse"</a> and to encourage more sharing, the company released a number of new sharing tools at F8.</p> <p>These include:</p> <ul> <li> <strong>Quote Sharing</strong>, which allows Facebook users to more easily share quotes they like from websites and apps.</li> <li> <strong>Hashtag Sharing</strong>, which gives users the ability to add a hashtag to content they share from apps.</li> <li>A <strong>Save Button</strong> that extends Facebook's Save functionality to third-party sites that integrate it.</li> </ul> <p>Additionally, Facebook has released <a href="https://developers.facebook.com/docs/sharing/insights">Sharing Insights</a> and an improved Sharing Debugger to help publishers better track sharing activity and manage their sharing integrations.</p> <h3>Rights Manager</h3> <p>Facebook's rise as an online video powerhouse is a double-edged sword for content owners which are increasingly grappling with copyright infringment issues on the world's largest social network.</p> <p>In an effort to address this, Facebook created <a href="https://rightsmanager.fb.com/">Rights Manager</a>, an online tool that gives content owners the ability to upload a reference library of their content, along with associated rules, so that possible violations can be identified and reported more efficiently.</p> <p>Content owners can apply for access to Rights Manager. Currently, Facebook says it is providing access based on need.</p> tag:econsultancy.com,2008:BlogPost/67733 2016-04-14T15:01:51+01:00 2016-04-14T15:01:51+01:00 The Facebook 'context collapse': how decline in personal sharing might affect brands Patricio Robles <p><a href="http://www.bloomberg.com/news/articles/2016-04-07/facebook-said-to-face-decline-in-people-posting-personal-content">According to The Information</a>, by the middle of 2015, users' sharing of original, personal information had dropped 21% year-over-year, and has declined by 16% so far this year.</p> <p>Facebook says "the overall level of sharing has remained not only strong, but similar to levels in prior years," which means that if The Information's figures are accurate, Facebook users are sharing more non-personal content, like news articles and blogs posts published by third parties.</p> <p>At the same time, industry observers suggest that personal sharing activity has shifted to other platforms, like Snapchat and Instagram, which is owned by Facebook.</p> <p>For brands active on Facebook, this trend is worth noting as it could eventually affect their efforts on the social network.</p> <h3>The good</h3> <p>The good news for brands is that Facebook users are using the service to share non-personal content on a large scale.</p> <p>This bolsters brand content marketing campaigns on Facebook, a good number of which rely on <a href="https://econsultancy.com/blog/67553-what-will-facebook-messenger-ads-mean-for-marketers/">the company's paid ad offerings</a>.</p> <p>If sharing of non-personal content was not being embraced, it's likely that some brands would question the efficacy of their campaigns on the social network and scale back their efforts as a result.</p> <p><em>Branded content goes well on Facebook</em></p> <p><a href="https://www.facebook.com/Econsultancy/"><img src="https://assets.econsultancy.com/images/0007/3935/Screen_Shot_2016-04-14_at_11.31.28.png" alt="econ facebook post" width="500"></a></p> <h3>The bad</h3> <p>While brands almost certainly benefit from users' willingness to share non-personal content, the bad news is that over the long-term, less personal sharing could change user behavior in ways that don't benefit brands.</p> <p>Ultimately, if Facebook's "context collapse" drives more and more personal sharing to other networks, Facebook users might engage less frequently and deeply with the service, over time reducing the value of Facebook sharing activity.</p> <p>Put simply, if a healthy balance between personal and non-personal sharing is lost permanently, Facebook could become less productive a platform for brands.</p> <p><em>Are baby pics becoming more common on Instagram?</em></p> <p><img src="https://assets.econsultancy.com/images/0007/3934/iStock_000081941295_Small.jpg" alt="baby" width="615"></p> <h3>The ugly</h3> <p>Facebook is likely concerned about that balance, and while its efforts to restore it appear to be focused on encouraging more personal sharing, the risk for brands is that Facebook might eventually need to employ stronger tactics to do that.</p> <p>Hypothetically, these tactics could involve changes that favor personal over non-personal content. For example, there's nothing stopping Facebook from tweaking <a href="https://econsultancy.com/blog/7885-the-ultimate-guide-to-the-facebook-edgerank-algorithm">its algorithm</a> to more frequently highlight personal content.</p> <p>Given that many brands already struggle with organic reach and invest considerable sums into paid campaigns to more broadly reach their target audiences on Facebook, any changes that make it even more difficult or costly to stand out on the world's largest social network would not be welcome news for marketers.</p> tag:econsultancy.com,2008:BlogPost/67712 2016-04-13T11:35:52+01:00 2016-04-13T11:35:52+01:00 Seven helpful tips for livestreaming success Patricio Robles <h3>1. Pick the right platform</h3> <p>There are a number of popular livestreaming platforms. Celebrities like <a href="https://econsultancy.com/blog/66297-madonna-s-meerkat-fail-shows-the-risks-of-early-adoption">Madonna embraced Meerkat</a>, which has since <a href="http://recode.net/2016/03/04/meerkat-is-ditching-the-livestream-and-chasing-a-video-social-network-instead/">pivoted away from</a> livestreaming.</p> <p>Twitter's Periscope has been employed by <em>The Late Show with Stephen Colbert</em>.</p> <p>And with <a href="https://econsultancy.com/blog/67603-what-marketers-need-to-know-about-facebook-s-livestreaming-push">Facebook's livestreaming push</a>, many brands will no doubt be considering the world's largest social network for their next livestream.</p> <p><img src="https://assets.econsultancy.com/images/0007/2696/Facebook_livestream.png" alt="" width="441" height="178"></p> <p>Already, there is growing differentiation between platforms.</p> <p>Periscope, for example, doesn't officially support archiving, and Facebook, which does, is incentivizing use of Facebook Live by ranking live streams higher in user News Feeds.</p> <p>This means brands will want to be thoughtful about which platforms they adopt.</p> <h3>2. Recognize that personality matters</h3> <p>Livestreaming isn't television, and authenticity is probably a more attractive attribute in the medium than polish is.</p> <p>That means brands don't necessarily want or need established personalities; they may well find success with virtual unknowns.</p> <p>But whoever they put in front of viewers needs to be able to connect with the target audience.</p> <h3>3. Ideas are key</h3> <p>Last week, BuzzFeed broke the record for concurrent viewers on a Facebook livestream.</p> <p><a href="http://www.tubefilter.com/2016/04/08/buzzfeed-live-facebook-video-watermelon/">More than 800,000 viewers</a> accepted the popular digital publisher's call to action: "Watch us explode this watermelon one rubber band at a time!"</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/3818/buzzfeed-blog-flyer.jpg" alt="" width="330" height="330"></p> <p>Replicating BuzzFeed's success won't be easy for brands.</p> <p>After all, most of them will find it hard to relate similar stunts to their wares.</p> <p>But BuzzFeed's record-breaking livestream is a reminder that individuals willing to tune in to a live event are far more likely to do so when lured by the promise of content that's unique, fascinating, engaging or enlightening.</p> <h3>4. Understand that scripting isn't necessary, but preparation is</h3> <p>Livestreamimg doesn't require fully scripted content – in fact, in many cases that will even be undesirable – but brands shouldn't expect to achieve livestreaming success without some preparation to ensure events flow smoothly and keep viewers engaged.</p> <p>Without structure, livestreaming events can quickly become boring, or worse, very quickly, reducing the likelihood a viewer will tune in again.</p> <h3>5. Look for co-creation opportunities</h3> <p>Livestreaming is a great medium for brands to take advantage of <a href="https://econsultancy.com/reports/influencing-the-influencers-the-magic-of-co-created-content">the magic of co-created content</a>.</p> <p>There are numerous opportunities for brands to involve <a href="https://econsultancy.com/reports/the-rise-of-influencers/">influencers</a> in their livestreaming content.</p> <p>For example, Amazon is inviting high-profile guests to co-host episodes of its daily digital fashion show, <a href="https://econsultancy.com/blog/67627-is-amazon-s-style-code-live-this-generation-s-answer-to-the-tv-shopping-channel/">Style Code Live</a>.</p> <h3>6. Get the setup right</h3> <p>While brands using third-party platforms to livestream lack a good deal of control, they should do everything they can to ensure that they're not the source of a technical failure.</p> <p>From selecting the right equipment to ensuring that they have adequate connectivity, nothing should be left to chance and Plans B and C should be established and ready to implement before an important stream begins. </p> <h3>7. Take full advantage of the medium</h3> <p>To fully exploit the livestreaming opportunity, brands should look for ways they can tap the unique attributes of the medium.</p> <p><img src="https://assets.econsultancy.com/images/0007/2790/stylecode2.jpg" alt="" width="615" height="105"></p> <p>Once again, Amazon's Style Code Live provides a good example, as the retail giant allows viewers to interact with guests via live chat.</p> <p>It also created a custom video player that highlights products that are being featured on the show.</p> tag:econsultancy.com,2008:BlogPost/67731 2016-04-11T14:27:17+01:00 2016-04-11T14:27:17+01:00 Think affiliate marketing doesn’t work for luxury brands? Think again Chris Bishop <p>But no longer. Affiliate marketing has truly come of age.</p> <h3>Isn’t affiliate just voucher codes?</h3> <p>This is not just about voucher codes, cashback and last-click for advertisers, this is part of a holistic approach to digital advertising that promises real and sustained ROI for high-end brands.</p> <p><img src="https://openmerchantaccount.com/img2/whoaretheaffiliates.jpg" alt=""></p> <p>The modern managed affiliate programmes use sophisticated groups of content publishers, including mainstream “offline” publishing houses such as Condé Nast.  </p> <p>This is performance marketing through deep partnership, levered via tenancy, editorial, blogging, email and (yes) incentives like voucher codes or cashback. </p> <p>Partnerships with high volume and niche sites that can deliver the kind of primed-to-buy, long tailed traffic available nowhere else.</p> <h3>Are you at risk of losing control of your message?</h3> <p>No, but…</p> <p>For years affiliate networks and technology companies used the size and scale of the channel as a key selling point, promising brands access to tens of thousands of affiliates.  </p> <p>Given that they worked on tracking fees based upon revenue generated by activity, who can blame them? </p> <p>However, this wasn’t what luxury or designer retailers, already nervous about losing control of their brand’s messages, wanted to hear. </p> <p>Only now, with dedicated, digital agencies selling these solutions as part of a wider media strategy, are brands being given the whole picture.</p> <p>When properly managed, affiliate marketing allows brands to deliver relevant messages to highly-targeted customer segments.  </p> <p>But it’s the size and scale of the networks that makes this targeting possible in the first place.</p> <h3>But isn’t luxury all about exclusivity?  </h3> <p>Why would luxury brands want their valuable name bandied about on affiliate channels with everyone else’s?</p> <p><img src="https://openmerchantaccount.com/img2/chriscarcollection.jpg" alt=""></p> <p>Success in the digital age requires a change in mind-set for luxury brands as customers’ buying cycles accelerate and competition stiffens in every part of the market place.  </p> <p>No longer can scarcity be the strongest value in a luxury brand's armoury, as the array of choice and quality available elsewhere can fill any sales vacuum.  </p> <p>Instead, luxury today is defined by desirability, product excellence, exemplary service and, fundamentally, a brand promise.</p> <p>And affiliate channels are exactly where a brand’s promise, desirability, service and excellence are defined for its target audience.  </p> <p>They are key to the continued success of luxury brands in the digital age and are proven to send ready-to-convert customers direct to online stores.   </p> <h3>Luxury is talked about and bought online more than ever</h3> <p>Deloitte says that 58% of UK millennial luxury consumers buy their luxury goods online. What’s more, 85% of luxury consumers regularly use social media.</p> <p>According to Google one in five luxury purchases happens on the web.</p> <p>And participating in high profile online retail events like Black Friday and Cyber Monday clearly doesn’t dim the lustre of a luxury brand or cannibalize their full-price sales.</p> <p>In 2015 our client NET-A-PORTER saw Black Friday was its highest day for sales that year, with one item sold every second on its website. </p> <p>What’s more, offering deals and vouchering is not regarded as damaging to luxury brands’ reputation by consumers.  </p> <p>In fact, these luxury customers were four times more likely to be searching for deals on Black Friday 2015 than non-luxury customers (Experian).</p> <h3>Do affiliate tactics really deliver incremental sales to luxury brands?</h3> <p>Yes, they do.</p> <p>One of our retailers had always assumed cashback websites would only reach customers already on its files and has little effect on overall profit. We helped them prove otherwise.  </p> <p>A tactical trial conducted with Quidco for the brand found that 86% of consumers that bought their products via the publisher during the trial were “new to file” and their average order value was much higher than the norm.</p> <p><img src="https://openmerchantaccount.com/img2/shopstylesolacelondon.jpg" alt=""></p> <p>For another fashion retailer, working with affiliates achieved over 300 pieces of content coverage in a three-month period which, in turn, contributed to content websites driving 50%+ of the brand's affiliate revenue.</p> <p>Affiliate channels have proved, time and time again, to bring new customers and incremental sales to the table for every kind of brand, particularly those at the very top end of their sector.</p> <h3>Who else is using affiliates?</h3> <p>The roll call of brands that are using the affiliate channel as part of the marketing mix is impressive – Agent Provocateur, Barneys New York, Burberry, Liberty London, NET-A-PORTER to name a few.</p> <p>But if the affiliate channel was just about vouchers and cashback, they wouldn’t be using it.</p> <p>These brands know the value of curated conversation and content-led buzz to their brand; they are finding new and exciting ways to engage through affiliate marketing.  </p> <p>Crucially, they are realising that careful planning, targeted partnership and innovative execution ensures the biggest ROI alongside an extension of digital PR.</p> <h3>The lessons of affiliate marketing</h3> <ul> <li>Luxury affiliate marketing is happening... if you’re not doing it, you’re already losing out.</li> <li>Luxury consumers are savvy, switched on and impulsive – take advantage of that.</li> <li>Be led by the data and use experts to help you execute the highest quality campaigns.</li> <li>Choose who manages your affiliates carefully – your brand’s success will live or die by their experience both within wider digital marketing, the specific affiliate channel and naturally their knowledge of your brand / sector.</li> </ul> tag:econsultancy.com,2008:BlogPost/67721 2016-04-08T14:00:26+01:00 2016-04-08T14:00:26+01:00 How three top betting sites handle social content Jack Simpson <h3>Paddy Power </h3> <p>You know you’re in for a treat when you head to Paddy Power’s YouTube channel and see this:</p> <p><img src="https://assets.econsultancy.com/images/0007/3729/Screen_Shot_2016-04-06_at_17.26.16.png" alt="Paddy Power YouTube channel" width="640"></p> <p>Kicking off with Paddy Power’s most successful video ever, Chav Tranquilizer, this clip illustrates exactly the kind of ‘close to the bone’ <a href="https://econsultancy.com/blog/67102-the-dangerous-art-of-using-humour-in-marketing">humour</a> the brand has become known for. </p> <p>As Paddy Power proudly proclaims, the ad will never be seen on TV having failed to pass ‘the powers that be’. </p> <p><a href="https://youtu.be/vvq-uO-XgjM"><img src="https://assets.econsultancy.com/images/0007/3754/Screen_Shot_2016-04-07_at_17.17.21.png" alt="Paddy Power Chav Tranquiliser YouTube" width="640"></a></p> <p>Then there’s some potentially racist bizarre humour in the form of Paul Scholes booting a football at some noisy Italians’ heads. </p> <p><iframe src="https://www.youtube.com/embed/C1kLoQDruLE?wmode=transparent" width="640" height="360"></iframe></p> <p>So self-aware is this brand that it even has a video titled ‘Top 5 Most Controversial Paddy Power Adverts’.</p> <p><a href="https://youtu.be/WehTEgyfkzk"><img src="https://assets.econsultancy.com/images/0007/3755/Screen_Shot_2016-04-07_at_17.19.07.png" alt="Paddy Power banned ads YouTube" width="640"></a></p> <p>On Twitter, Paddy Power is in its element, creating reactive content that not only gets people talking about its brand but also generates a decent amount of media coverage.  </p> <p>This exchange with an unfortunate man named ‘Steve’ is a classic example…</p> <blockquote class="twitter-tweet"> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Right, I've blocked out Steve's number because I'm sound that way. Help me out Twitter, what do I reply? <a href="http://t.co/dysztl8Utf">pic.twitter.com/dysztl8Utf</a></p> — Paddy Power (@paddypower) <a href="https://twitter.com/paddypower/status/498102407898079232">August 9, 2014</a> </blockquote> </blockquote> <p><img src="https://assets.econsultancy.com/images/0006/8330/PaddyPower-20140812014924673.jpg" alt="Paddy power text prank on twitter" width="640"></p> <p>One thing Paddy Power does is veer well away from the actual sporting side of things and focus more on the humorous elements, such as this extremely awkward clip…</p> <blockquote class="twitter-tweet"> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/hashtag/TheMasters?src=hash">#TheMasters</a> starts today. Here's the greatest moment in the tournament's history: <a href="https://t.co/Dg24MXnFIB">https://t.co/Dg24MXnFIB</a></p> — Paddy Power (@paddypower) <a href="https://twitter.com/paddypower/status/718003846388322304">April 7, 2016</a> </blockquote> </blockquote> <p>And in this Tweet the social media manager appears to be admitting to class A drug use…</p> <blockquote class="twitter-tweet"> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">This match is so strange. So many weird things happening. AND I'm out of my MIND on shrooms. I think my brain's going to explode, lads.</p> — Paddy Power (@paddypower) <a href="https://twitter.com/paddypower/status/717807819563659264">April 6, 2016</a> </blockquote> </blockquote> <p>But a lot of the stuff on the brand’s Twitter feed is simply appreciation of brilliant stuff in sport, such as this ridiculous golf shot.</p> <blockquote class="twitter-tweet"> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Vijay Singh with a simply ridiculous shot! <a href="https://t.co/QaMriiMgzH">pic.twitter.com/QaMriiMgzH</a></p> — Paddy Power (@paddypower) <a href="https://twitter.com/paddypower/status/717815225815343104">April 6, 2016</a> </blockquote> </blockquote> <p>Paddy Power’s Instagram feed continues the controversial/oddball humour from its other channels, including mock quotes from such respected sporting pundits as the Pope. </p> <p><img src="https://assets.econsultancy.com/images/0007/3731/Screen_Shot_2016-04-06_at_16.57.49.png" alt="Paddy Power instagram" width="640"></p> <p>And this brand is quite comfortable using politically incorrect humour. In fact it goes out of its way to do so, as demonstrated by this celebration of underage public drinking…</p> <p><img src="https://assets.econsultancy.com/images/0007/3732/Screen_Shot_2016-04-06_at_17.00.13.png" alt="Paddy Power instagram" width="640"></p> <p>Its <a href="https://econsultancy.com/blog/67048-a-marketer-s-guide-to-instagram-video">Instagram video</a> content is pretty good too, such as this clip laughing at how those black pellets get everywhere after you play five-a-side. I don’t play football but I assume this is a thing…</p> <p><a href="https://www.instagram.com/p/BC71vG8psKm/?taken-by=paddypowerofficial"><img src="https://assets.econsultancy.com/images/0007/3733/Screen_Shot_2016-04-06_at_17.03.31.png" alt="Paddy Power instagram" width="640"></a></p> <h3>Ladbrokes</h3> <p>The bringing together of nostalgia and humour is always going to be a winning combination, as demonstrated by this tweet from Ladbrokes Casino.</p> <p>Asking the questions everyone is thinking… </p> <blockquote class="twitter-tweet"> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Be honest, who actually used to know how to play this game? <a href="https://twitter.com/hashtag/OldSchoolGames?src=hash">#OldSchoolGames</a><a href="https://t.co/wLIK52kYlz">pic.twitter.com/wLIK52kYlz</a></p> — Ladbrokes Casino (@LadbrokesCasino) <a href="https://twitter.com/LadbrokesCasino/status/717675827123642369">April 6, 2016</a> </blockquote> </blockquote> <p>More nostalgia here from Ladbrokes with an ‘on this day in…’ tweet looking back on an iconic sporting moment of old. </p> <blockquote class="twitter-tweet"> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/hashtag/OnThisDay?src=hash">#OnThisDay</a> in 1996 Man Utd beat Man City 3-2, going on to win the league whilst City suffered relegation <a href="https://twitter.com/hashtag/MUFC?src=hash">#MUFC</a><a href="https://t.co/VXsoDfHgSH">pic.twitter.com/VXsoDfHgSH</a></p> — Ladbrokes (@Ladbrokes) <a href="https://twitter.com/Ladbrokes/status/717645621197467648">April 6, 2016</a> </blockquote> </blockquote> <p>Ladbrokes’ YouTube strategy seems quite effective. It enlists a sporting celebrity and produces a number of videos featuring that person, such as this clip of Frankie Dettori talking about a run-in with Vinnie Jones at a race. </p> <p><iframe src="https://www.youtube.com/embed/4NS-tG7BWfk?wmode=transparent" width="640" height="360"></iframe></p> <p>The brand has also created some decent shareable video content on YouTube, such as this corgi race at ‘Barkingham Palace’, which has had more than 600,000 views at the time of writing. </p> <p><iframe src="https://www.youtube.com/embed/KB0LoiEarsA?wmode=transparent" width="640" height="360"></iframe></p> <p>I do actually quite like Ladbrokes’ Instagram feed. The brand clearly understands what makes people tick on this platform, using plenty of simple, eye-catching imagery.</p> <p><img src="https://assets.econsultancy.com/images/0007/3734/Screen_Shot_2016-04-07_at_10.55.57.png" alt="Ladbrokes Instagram" width="640"></p> <p><img src="https://assets.econsultancy.com/images/0007/3735/Screen_Shot_2016-04-07_at_10.56.23.png" alt="Ladbrokes Instagram" width="640"></p> <p><img src="https://assets.econsultancy.com/images/0007/3736/Screen_Shot_2016-04-07_at_10.57.34.png" alt="Ladbrokes Instagram" width="640"></p> <p>That said, it clearly needs to work harder to grow its followers on the site, because currently even the best posts only receive a handful of interactions. </p> <h3>Bet365</h3> <p>Bet365 enlisted the help of pseudo-hard man Ray Winstone to help build its reputation as the everyman’s betting brand. </p> <p>He appears in lots of the brand’s <a href="https://econsultancy.com/blog/66656-eight-examples-of-effective-emotional-video-content">video content</a>, with his gravelly and slightly intimidating voice. </p> <p><iframe src="https://www.youtube.com/embed/vfucOH7JwPU?wmode=transparent" width="640" height="360"></iframe></p> <p>Anyone who doesn’t feel immediately compelled to go out and sign up to a Bet365 account upon hearing the words ‘bet in play – NOW’ in a thick cockney accent is clearly made of sterner stuff than me. </p> <p><iframe src="https://www.youtube.com/embed/zDqsbzV5MQE?wmode=transparent" width="640" height="360"></iframe></p> <p>But Ray Winstone doesn’t get to have all the bubble baths. Bet365 also puts out some decent sports journalism that seems to bring in a lot of views. </p> <p><iframe src="https://www.youtube.com/embed/V7PeptADJHc?wmode=transparent" width="640" height="360"></iframe></p> <p>You can definitely see a different tone across these three betting brands, with Bet365 taking a much more ‘down the line’ approach to content as opposed to Paddy Power’s outright weirdness and borderline offensive humour. </p> <p>Bet365’s Twitter feed is mainly filled with directly promotional material, such as offers and announcements. </p> <blockquote class="twitter-tweet"> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Here’s the step-by-step guide on how to take advantage of our Grand National Money Back Offer. <a href="https://t.co/pY0okzHYIB">pic.twitter.com/pY0okzHYIB</a></p> — bet365 (@bet365) <a href="https://twitter.com/bet365/status/717978590449631232">April 7, 2016</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Anyone taken part in our In-Play Bet Offer?</p> <p>We aim to refund qualifying bets within two hours of FT.</p> <p>T&amp;Cs apply. <a href="https://t.co/jadBHoBukp">pic.twitter.com/jadBHoBukp</a></p> — bet365 (@bet365) <a href="https://twitter.com/bet365/status/717815042251628546">April 6, 2016</a> </blockquote> </blockquote> <p>The brand does have a go at some light humour occasionally, but in a much more reserved way than Paddy Power. </p> <blockquote class="twitter-tweet"> <blockquote class="twitter-tweet"> <p lang="it" dir="ltr">Otamendi + Mangala = £72m.</p> <p>Entire Leicester City squad = £54m. <a href="https://t.co/otGO55t3ia">pic.twitter.com/otGO55t3ia</a></p> — bet365 (@bet365) <a href="https://twitter.com/bet365/status/717811151338348544">April 6, 2016</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">When you check the calendar &amp; realise there's only one more sleep until <a href="https://twitter.com/hashtag/TheMasters?src=hash">#TheMasters</a>...</p> <p><a href="https://t.co/0snjEuwYxO">pic.twitter.com/0snjEuwYxO</a></p> — bet365 (@bet365) <a href="https://twitter.com/bet365/status/717740894015864832">April 6, 2016</a> </blockquote> </blockquote> <p><em>If you want to learn much more about how to plan and execute social content, check out some of our <a href="https://econsultancy.com/training/courses/topics/social/">social media training courses</a>. </em></p>