tag:econsultancy.com,2008:/topics/content Latest Content content from Econsultancy 2016-05-26T11:50:00+01:00 tag:econsultancy.com,2008:BlogPost/67884 2016-05-26T11:50:00+01:00 2016-05-26T11:50:00+01:00 Seven ways social media is shaping the beauty industry Nikki Gilliland <p>According to the speakers – Benefit PR manager Camilla Bradley, YouTube influencer Fleur De Force and managing director of Glossybox Rachel Kavanagh – social media is <em>everything</em>.</p> <p>Where the print ad once reigned supreme, the sponsored video is now King. </p> <p>With social media rapidly changing the way beauty brands connect and communicate with consumers, here are seven ways it's having the biggest effect.</p> <h3>1. Word of mouth</h3> <p>Glossybox is a monthly subscription service for beauty products, where 80% of its acquisition comes from word of mouth.</p> <p>This is an astonishing statistic, but it just goes to show how much a company like Glossybox uses social media - not just as an additional tool, but as an integral part of its entire strategy.</p> <p>By constantly talking to its online community, the likes of Glossybox are creating a conversational cycle that benefits both the consumer and the brand. </p> <p>By building trust and authority online, as well as creating a place for fans to discover and discuss new products, customer feedback and word of mouth recommendations naturally occur.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Here's what the likes of <a href="https://twitter.com/MsMakeupMagpie">@MsMakeupMagpie</a> &amp; <a href="https://twitter.com/labelsforlunch">@labelsforlunch</a> had to say about May's box: <a href="https://t.co/m18lhHTsDD">https://t.co/m18lhHTsDD</a> <a href="https://t.co/l6lzvNksts">pic.twitter.com/l6lzvNksts</a></p> — Glossybox UK (@GlossyboxUK) <a href="https://twitter.com/GlossyboxUK/status/735102478346260480">May 24, 2016</a> </blockquote> <h3>2. New platforms</h3> <p>First it was Pinterest, then it was Vine... new ‘must-use’ social media platforms appear all the time, and as a result, brands can find it difficult to know where to focus.</p> <p>As Benefit’s Camilla Bradley explained, it’s not always about jumping on the bandwagon, but rather, utilising the platforms that work for the brand and its audience.</p> <p>Additionally, it is also useful to avoid having a blanket global strategy, and concentrate market by market instead.</p> <p>A great example is that while Benefit US has used <a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live/">Facebook Live</a> to launch its ‘Tipsy Tricks’ series, the UK strand of the business is more aligned to using social to promote campaigns and events.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fbenefitcosmetics%2Fvideos%2F10153593286943148%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3> 3. The power of influencers</h3> <p>As highlighted in our <a href="https://econsultancy.com/reports/the-rise-of-influencers/">Rise of Influencers report</a>, social media personalities are having a massive impact on the way brands promote products. </p> <p>Collaboration and sponsorship with creators is now par for the course.</p> <p>However, according to YouTube star Fleur De Force, collaborating with influencers does not mean an automatic path to success.</p> <p>The key to a successful campaign is all about choosing the <em>right</em> influencer.</p> <p>A brand might set out to work with the star with the biggest amount of subscribers, but if a product does not naturally fit in with an identity or audience, it could be perceived as fake and even dishonest. </p> <p>With natural and authentic campaigns being the most well received, brands should always prioritise engagement over reach.</p> <p><img src="https://assets.econsultancy.com/images/0007/5354/Fleur_De_Force_2.PNG" alt="" width="750" height="535"></p> <h3>4. Changing reputations</h3> <p>As well as a place to create conversation, social media has become a platform for managing reputation.</p> <p>However, harsh customer feedback and intense trolling has resulted in a push back from some brands.</p> <p>Boldly stating that the ‘customer <em>isn’t</em> always right’, Rachel Kavanagh explained how Glossybox in particular has changed the way it interacts with people on Twitter, deliberately avoiding knee-jerk apologies and customer mollycoddling. </p> <p>Instead, by moving away from Twitter as a customer care platform, the brand is now placing more emphasis on its position as a thought-leader.</p> <p>This way, it is able to maintain greater authority and control across all its channels. </p> <h3>5. Growing niches</h3> <p>While matte lips and bold brows might be the biggest trends of the moment, in future consumers will begin to desire products that are far more niche.</p> <p>Usually the hallmark of small, independent brands - organic, sustainable and ethical products are predicted to become a focus for big beauty brands in future.</p> <p>With YouTube videos based on these areas garnering increasing amounts of views, brands like Benefit are drawing on data to discover what people are talking about, and what exactly they want to see in their make-up bags.</p> <p>In turn, this will result in the creation of niche products that are both affordable and accessible.</p> <h3>6. Omnichannel strategies</h3> <p>Consumers no longer live in just the one place. And for beauty brands, having an omnichannel strategy is becoming increasingly important.</p> <p>From seeing a product on Instagram and reading a review on Twitter, to actually buying online, consumers now expect consistency across all channels.</p> <p>With the journey to purchasing a product becoming increasingly complex, brands can't rely on landing pages to be the first and only point of contact.</p> <h3>7. Killer content marketing</h3> <p>The beauty industry is beginning to realise the potential of in-house editorial teams. </p> <p>For Glossybox, 20% of readers going to the Beauty Unboxed online magazine end up subscribing to the service.</p> <p>Likewise, 70% don’t question the content, entirely believing in the brand as an authority on the topic.</p> <p>This demonstrates how, from email newsletters to integrated blogs, social media is no longer about simply promoting an article on Twitter. </p> <p>It is about creating quality content across the board, during all aspects of the customer experience.</p> <p><img src="https://assets.econsultancy.com/images/0007/5355/Glossybox.PNG" alt="" width="750" height="553"></p> tag:econsultancy.com,2008:BlogPost/67859 2016-05-23T10:11:06+01:00 2016-05-23T10:11:06+01:00 Adidas creates B2B content to help with recruitment Ben Davis <p>Let's take a look.</p> <h3>A new magazine</h3> <p>Firstly, you can see exactly what the editorial style of this digital magazine is by the LinkedIn post announcing the arrival of GamePlan A.</p> <p>It's motivational and focused on sport as part of a work-life balance.</p> <p>The fact that the magazine posts to LinkedIn at all is worthy of note.</p> <p><img src="https://assets.econsultancy.com/images/0007/5173/Screen_Shot_2016-05-20_at_12.09.23.png" alt="gameplan a" width="615" height="338"></p> <p>The venture isn't entirely new it must be said - Adidas has published this style of content for a while, but has now revamped its corporate blog to make it much more visual - a magazine that appears consumer focused at first glance.</p> <p><img src="https://assets.econsultancy.com/images/0007/5175/Screen_Shot_2016-05-20_at_13.43.05.png" alt="gameplan a" width="615" height="342"></p> <h3>Branding and recruitment</h3> <p>On closer reading, the content itself feels like a mix of B2B and B2C.</p> <p>The strategy is perhaps to present the more serious side of Adidas, seeding content in professional circles and positioning the brand as more important than merely athleisure (which you can get at Primark) or fashion (an area most sports brands play in) - a dedicated lifestyle brand, if you will.</p> <p>But on the other hand, as well as promoting a serious sports brand, the content dovetails very nicely with Adidas' <a href="http://careers.adidas-group.com/">careers website</a>, which is promoted at certain points throughout the site. </p> <p>An example is shown below including a Jobs Twitter feed embed and a call to action.</p> <p><img src="https://assets.econsultancy.com/images/0007/5177/Screen_Shot_2016-05-20_at_13.45.07.png" alt="careers adidas" width="615"></p> <h3>Content curation </h3> <p>It's also pleasing to see GamePlan A using content curation in perhaps the smartest way I've seen it done of late.</p> <p>Running a blog like this is pretty labour intensive, so being able to so thoughtfully embed third-party content, including pictures, pull-out quotes and then a content preview before linking out is a triumph.</p> <p><img src="https://assets.econsultancy.com/images/0007/5174/Screen_Shot_2016-05-20_at_13.39.30.png" alt="adidas curated content" width="615" height="370"></p> <p><img src="https://assets.econsultancy.com/images/0007/5181/Screen_Shot_2016-05-20_at_14.00.38.png" alt="gameplan a" width="615" height="364"> </p> <h3>Engagement</h3> <p>There are more than 10,000 Adidas employees on LinkedIn - quite a community to begin with.</p> <p>Each post here from GamePlan A seems to get 80 or so Likes and a couple of comments. Not too shabby.</p> <p>On Twitter, GamePlan A has 16,000 followers - again, pretty good for a B2B venture in one vertical.</p> <h3>Content is all that can differentiate a big corporate</h3> <p>I've written previously about <a href="https://econsultancy.com/blog/67118-17-bullshit-free-quotes-about-company-culture-from-digital-organisations">culture-washing in tech</a> (an invented word), but I'm not sceptical at all about companies that want to talk about work.</p> <p>Only by publishing and trying to maintain some degree of transparency can any company provide a window to the outside world.</p> <p>That's what I like about GamePlan A, it shows Adidas and its staff are making an effort to engage, and that in turn may attract the right kind of job candidates.</p> <p>It's not just with this new magazine, the careers site mentioned above has a whole wealth of editorial, too.</p> <p><img src="https://assets.econsultancy.com/images/0007/5182/Screen_Shot_2016-05-20_at_14.14.36.png" alt="adidas careers" width="615" height="338"></p> <h3>Conclusion</h3> <p>GamePlan A isn't my cup of tea, but then again I'm probably not the right person to work at Adidas. I think this content will appeal to those that stumble across it who love sport and love business.</p> <p>And in a digital landscape where the <a href="https://econsultancy.com/blog/67263-skills-shortage-the-biggest-barrier-to-digital-progress-overtaking-legacy-systems/">skills shortage has overtaken legacy tech</a> as number one barrier to progress, creating this content is a no-brainer. </p> <p><em>If you want to learn more about digital transformation, check out <a href="https://econsultancy.com/training/digital-transformation/">our DT hub</a>.</em></p> tag:econsultancy.com,2008:BlogPost/67860 2016-05-19T14:57:11+01:00 2016-05-19T14:57:11+01:00 10 examples of great Disney marketing campaigns Ben Davis <h3>1. 'Healthily Ever After'</h3> <p style="font-weight: normal;">Disney has so many great stories, but it's not averse to running campaigns with a message.</p> <p style="font-weight: normal;">'Healthily Ever After' uses Disney characters to inspire families and children to eat healthily and exercise more regularly.</p> <p style="font-weight: normal;">The company has form in this area, recently partnering with Public Health England on the NHS' <a href="http://www.disney.co.uk/changeforlife/homepage">Change4Life</a> programme and <a href="https://www.swimmingworldmagazine.com/news/usa-swimming-teams-up-with-disney-pixars-finding-dory-for-just-keep-swimming-marketing-campaign/">with USA Swimming</a> for Finding Dory.</p> <p style="font-weight: normal;">For a decade, Disney has been using nutritional guidelines when choosing which partners to work with. It's an effort that fits seamlessly into Disney's marketing strategy, one that necessitates engagement with parents as much as it does children.</p> <p style="font-weight: normal;">Hooking mums and dads into films and franchises, either through clever use of content or broader brand values, is the aim.</p> <p style="font-weight: normal;">Check out the video below.</p> <p><iframe src="https://www.youtube.com/embed/J-MMIFiifRQ?wmode=transparent" width="560" height="315"></iframe></p> <h3>2. Star Wars: The Force Awakens - content seeding</h3> <p style="font-weight: normal;">There are a number of blogs that have analysed <a href="https://ahrefs.com/blog/content-marketing-strategy/">the content marketing ahead of Disney's first Star Wars</a> release last year.</p> <p style="font-weight: normal;">Of course, the associated activity for a movie set to gross billions is massive, but here are just a few of the highlights.</p> <p style="font-weight: normal;">Content marketing from Disney is hard to define but these seemingly off-the-cuff examples are likely expertly stage-managed.</p> <h4 style="font-weight: normal;"><strong>A user-generated R2-D2</strong></h4> <p style="font-weight: normal;">The first photo to be released from the set of the new film was a masterpiece in understanding the franchise's audience (<a href="http://www.starwars.com/news/r2-d2-is-in-star-wars-episode-7-and-hes-fan-made">view it here</a>).</p> <p style="font-weight: normal;">Though it's not the most exciting photo to you or I, Star Wars nuts were ecstactic to see that R2-D2 had returned, and got even more glassy-eyed when they saw this droid was built by two fans. </p> <h4 style="font-weight: normal;"><strong>Perfect tweets</strong></h4> <p style="font-weight: normal;">Here's a tweet from the director, JJ Abrams. In case you aren't up on your spaceships, that handwritten note is sitting on the Millennium Falcon's snazzy, light-up chessboard.</p> <p style="font-weight: normal;">Again, this was catnip for fans.</p> <blockquote class="twitter-tweet" style="font-weight: normal;"> <p lang="und" dir="ltr"><a href="http://t.co/wQYfaVtwFU">pic.twitter.com/wQYfaVtwFU</a></p> — Bad Robot (@bad_robot) <a href="https://twitter.com/bad_robot/status/474206241603198976">June 4, 2014</a> </blockquote> <h4 style="font-weight: normal;"><strong>"Chewie, we're home"</strong></h4> <p style="font-weight: normal;">The second teaser trailer for The Force Awakens was when the marketing campaign went into overdrive.</p> <p style="font-weight: normal;">Though the first trailer hadn't included clips of the old franchise stars, they featured heavily here. Harrison Ford's closing line was so perfectly pitched, it became a meme.</p> <p style="font-weight: normal;">Ahrefs points out that $2bn was added to Disney's value by the success of this trailer alone. Type 'Chewie, we're home' into Google, and you'll see 661,000 results (at time of writing).</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/5060/chewie.jpg" alt="chewie" width="460" height="231"> </p> <h4 style="font-weight: normal;"><strong>A powerhouse of cross-promotion</strong></h4> <p style="font-weight: normal;">ESPN and ABC (Disney companies) went to town in referencing the new movie. And when it came to commercials, the amount of co-branding that went on was staggering (see <a href="http://www.adweek.com/news/advertising-branding/brands-awaken-disneys-co-branding-push-new-star-wars-film-unprecedented-168660">this AdWeek article</a>).</p> <h3>3. The Jungle Book reboot</h3> <p>We'll get on to some marketing nitty gritty soon, but I wanted to mention another movie in the context of Disney's ability to perfectly pitch its films.</p> <p>The Jungle Book reboot has a trailer that notably includes no songs, little Baloo, and yet does feature plenty of moody, scary moments.</p> <p>Adding to this, stills and videos were created emphasising the actors that voiced the characters.</p> <p>Targeting older audiences and parents in this way created a wide-ranging appeal that ensured three weeks at the top of the box office (before Captain America came along).</p> <p>A Super Bowl ad placement and a 3D preview in auditoria before the Star Wars movie helped, too.</p> <p><iframe src="https://www.youtube.com/embed/McZyOEekZy4?wmode=transparent" width="560" height="315"></iframe></p> <h3>4. Oh My Disney</h3> <p><a href="https://ohmy.disney.com/">Oh My Disney</a> is Disney's BuzzFeed imitator. It was set up back in 2013 and publishes plenty of content about TV shows, movies, theme parks, as well as the obligatory trivia, quizzes and behind-the-scenes stuff.</p> <p>It's all designed for maximum sharing, of course, with a positive outlook and a dose of nostalgia.</p> <p>Even a brand like Disney needs to keep creating opportunities to engage with fans and, although running a site like this doesn't come cheap, it's a drop in the ocean of Disney's marketing budget.</p> <p>Oh My Disney is doing fairly well on social with around 700,000 Facebook fans to date, but does face stiff competition from many other outlets (such as BuzzFeed itself), which understand the draw of Disney-themed content.</p> <p><img src="https://assets.econsultancy.com/images/0007/5064/Screen_Shot_2016-05-19_at_09.17.42.png" alt="oh my disney" width="615" height="321"></p> <h3>5. Annie Leibovitz ads</h3> <p><a href="http://www.boredpanda.com/celebrity-disney-dream-portraits-annie-leibovitz/">Disney Dream Portraits</a>, to give them their proper name, were produced by Annie Leibovitz from 2007 to 2014.</p> <p>These photographs of Hollywood stars in character as iconic Disney princesses, villains (etc) featured as print advertising, again appealing to parents and older fans.</p> <p>They speak for themselves and add A-lister gloss to the brand, perhaps making dad rethink his decision about Disney World this year.</p> <p>View the portraits.</p> <h3>6. MagicBands</h3> <p>Next, some more prosaic activity - <a href="https://econsultancy.com/blog/65307-five-retailers-using-nfc-and-rfid-to-enhance-shopping-but-do-they-work">RFiD</a> and <a href="https://econsultancy.com/blog/66287-the-five-biggest-benefits-of-crm-systems">CRM</a> to be exact.</p> <p>In 2013, Disney made a leap forward in its parks, introducing MyMagic+, which includes MagicBands.</p> <p>The system allows users to book slots for rides, restaurants and meeting characters, as well as open their hotel room door. This can be planned by website or app, and the MagicBand can store payment and ID information.</p> <p>Disney can collect more accurate data about visits, purchases and customer satisfaction, adding this data to digital and social profiles.</p> <p>In turn, the flexibility of MyMagic+ helps to improve the visitor experience.</p> <p><img src="https://assets.econsultancy.com/images/0007/5067/Screen_Shot_2016-05-19_at_09.28.35.png" alt="magicbands" width="615" height="356"></p> <h3>7. Instagram</h3> <p>Disney has 5.2m followers on Instagram.</p> <p><a href="https://www.instagram.com/disney/">The account</a> is notable for the variety of imagery on display, invoking family, nostalgia, fun and, of course, merchandise.</p> <p><a href="https://www.instagram.com/p/BFU-zazyf1R/?taken-by=disney&amp;hl=en"><img src="https://assets.econsultancy.com/images/0007/5071/Screen_Shot_2016-05-19_at_09.44.02.png" alt="disney instagram" width="615" height="330"></a></p> <p><a href="https://www.instagram.com/p/BFWPE4eSfxP/"><img src="https://assets.econsultancy.com/images/0007/5070/Screen_Shot_2016-05-19_at_09.43.35.png" alt="disney instagram" width="615" height="393"></a> </p> <h3>8. Frozen</h3> <p>Frozen is the biggest animated movie of all time. What's interesting is the way the film's revenue grew throughout 2014, despite a 2013 release.</p> <p>Some say Disney was caught on the hop by the film's success, hence being late to the party with much of the merchandise and many of the tie-ups.</p> <p>Indeed, many retailers put restrictions on merchandise, allowing customers to buy only one or two of certain toys, and therefore keeping demand sky high.</p> <p>I'm including the film because of Disney's genius is producing new products to fit a franchise. For Frozen this included a re-release of the movie, with subtitles for a singalong experience.</p> <p>There's also a karaoke app, a Broadway show no less, plenty of YouTube and ABC content, and the familiar toys, clothing etc. Frozen drove a 7% increase in merchandise revenue in 2014 (a year after the film released).</p> <p>The franchise is now one of Disney's top five most valuable and its tale of sisterhood and princesses without princes has shown how Disney can update the playbook and reap big returns.</p> <p><img src="https://assets.econsultancy.com/images/0007/5078/frozen.jpg" alt="frozen" width="259" height="383"></p> <h3>9. Marvel tie-ups</h3> <p>I've mixed things up here and included an example of brands using Disney as a distribution tool. Marvel, owned by Disney since 2009, allows partners to make use of its comic book characters.</p> <p>The example below shows a Kiehl's and Captain America custom edition that was distributed to Wall Street Journal subscribers. There's an ad inside and as you can see, the characters on the cover seem to be bursting out of a Kiehl's store.</p> <p>Somehow, the Marvel brand, being all-American, is perfectly suited to advertising tie-ups like this.</p> <p><a href="http://reader.marvel.com/#/issue/33801/wl/1"><img src="https://assets.econsultancy.com/images/0007/5077/Screen_Shot_2016-05-19_at_10.26.06.png" alt="kiehl's and marvel" width="400" height="613"></a></p> <h3>10. Disney Parks blog</h3> <p>Another publishing effort from Disney, and another that caters for superfans. Each post has a handful of comments, showing just how engaged regular park visitors are.</p> <p>Again, this kind of activity is about making sure that Disney's most valuable customers feel central to the action and keep coming back.</p> <p>The website serves a variety of needs, promoting current releases, careers at Disney Parks, new attractions and important minutiae, such as food at the parks.</p> <p><a href="https://disneyparks.disney.go.com/blog/"><img src="https://assets.econsultancy.com/images/0007/5075/Screen_Shot_2016-05-19_at_10.15.08.png" alt="disney parks blog" width="615" height="322"></a></p> <p><em>For more marketing campaign roundups, try the following:</em></p> <ul> <li><em><a href="https://econsultancy.com/blog/67694-10-examples-of-great-ikea-marketing-creative/">10 examples of great IKEA marketing creative</a> </em></li> <li><em><a href="https://econsultancy.com/blog/67766-10-examples-of-great-travel-marketing-campaigns/">10 examples of great travel marketing campaigns</a></em></li> <li><em><a href="https://econsultancy.com/blog/67786-10-great-sports-digital-marketing-campaigns/">10 great sports digital marketing campaigns</a> </em></li> <li><em><a href="https://econsultancy.com/blog/67729-10-creative-digital-marketing-campaigns-from-lowe-s/">10 creative digital marketing campaigns from Lowe's</a> </em></li> </ul> tag:econsultancy.com,2008:BlogPost/67861 2016-05-19T10:16:00+01:00 2016-05-19T10:16:00+01:00 Four reasons recipe box brands are delivering success Nikki Gilliland <p>Unlike <a href="https://econsultancy.com/blog/67772-a-day-in-the-life-of-a-food-drink-startup-entrepreneur/">other subscription models</a> that might send a random selection of snacks for you to enjoy at leisure, recipe boxes provide the exact ingredients and instructions for making just one or two meals.</p> <p>In theory, this curated approach means less fuss, less waste, and certainly less time spent aimlessly wandering the aisles in Sainsbury’s. </p> <p>Here are four ways this service is winning over consumers...</p> <h3>Tapping into a trend </h3> <p>As many <a href="https://econsultancy.com/blog/67856-four-delicious-examples-of-food-drink-brands-on-instagram/">food brands</a> have already demonstrated, the act of photographing everything we eat is now a global obsession.</p> <p><a href="https://www.gousto.co.uk" target="_blank">Gousto</a> is a company that particularly exploits this visual preoccupation with food, ensuring that photography (and social media) is at the heart of its content strategy.</p> <p>Reminiscent of both a food blog and professional recipe book, its <a href="https://www.instagram.com/goustocooking">Instagram feed</a> is a masterclass in food photography, tempting the consumer with mouth-watering images of ‘what you could be cooking’.</p> <p>Similarly, it also uses the platform's new video capabilities to demonstrate innovative recipes and show behind-the-scenes goings on.</p> <p><img src="https://assets.econsultancy.com/images/0007/5036/Gousto.PNG" alt="" width="750" height="293"></p> <p><em>Click this image to visit the original Instagram post.</em></p> <p><a href="https://www.instagram.com/p/BFayKJVBlfQ/"><img src="https://assets.econsultancy.com/images/0007/5074/gousto_bagel.png" alt="" width="750" height="480"></a></p> <h3>Solving a problem</h3> <p>The brilliance of the recipe box is that it gives the consumer multiple incentives.</p> <p>Who doesn’t hate the hassle of shopping after work, getting stuck in a food rut, or wasting food? </p> <p>Companies like <a href="https://www.hellofresh.co.uk/">HelloFresh</a> point out these issues, before conveniently providing the perfect solution for them.</p> <p>Of course, this initial incentive is not always enough, which is why the likes of HelloFresh also use blog content to help retain customer engagement.</p> <p>About ‘more than just food’, the blog provides value for the consumer alongside a continued reason to return to the brand.</p> <p><img src="https://assets.econsultancy.com/images/0007/5037/Hello_Fresh_2.PNG" alt="" width="750" height="343"></p> <p><img src="https://assets.econsultancy.com/images/0007/5038/Hello_Fresh.PNG" alt="" width="750" height="534"></p> <h3>Offering flexibility </h3> <p>Despite the pre-chosen aspect of the ingredients, many successful brands still provide the consumer with a certain amount of flexibility.</p> <p>Evidently <em>too</em> much choice can be overwhelming, so companies like <a href="https://www.simplycook.com/">Simply Cook</a> offer to take away the possibility of a dilemma by selecting the recipes for you.</p> <p>‘Hand-picked and blended by experts’ – this gives the brand an authoritative and professional tone, while still putting the control in the hands of the consumer.</p> <p>However, even more flexibility is favourable. </p> <p>Despite its low price-point, Simply Cook is still fairly restrictive when it comes to personal preferences. Each box comes with four recipes as standard, providing fewer options than other brands that allow the customer to select exactly how each box is built.</p> <p><img src="https://assets.econsultancy.com/images/0007/5039/SimplyCook2.PNG" alt="" width="750" height="426"></p> <p><img src="https://assets.econsultancy.com/images/0007/5040/SimplyCook.PNG" alt="" width="750" height="319"></p> <h3>Finding a niche audience</h3> <p>Alongside a lack of time, many people are turning towards recipe boxes for reasons relating to general health and well-being.</p> <p>With increasing numbers of people following gluten-free, dairy-free and paleo diets, there is clearly a market for those looking to easily maintain a certain lifestyle.</p> <p>One example of a brand with a very clear identity is <a href="http://www.abelandcole.co.uk/">Abel &amp; Cole</a>, which uses organically-grown produce as its primary selling point.</p> <p>Also promising minimal packaging and eco-friendly delivery, it is confident that it can deliver exactly what the customer wants, which in turn gives it a <a href="https://econsultancy.com/blog/67268-how-to-achieve-the-right-tone-of-voice-for-your-brand/">distinct tone of voice</a>.</p> <p>Lastly, by placing the farmer at the forefront of its brand identify, Abel &amp; Cole also demonstrates how the authentic and ‘artisanal’ brand is still very much a strong selling point.</p> <p><img src="https://assets.econsultancy.com/images/0007/5041/Abel_Cole.PNG" alt="" width="750" height="290"></p> <p><img src="https://assets.econsultancy.com/images/0007/5042/Abel_Cole_2.PNG" alt="" width="750" height="241"></p> tag:econsultancy.com,2008:BlogPost/67831 2016-05-17T15:01:00+01:00 2016-05-17T15:01:00+01:00 Electronic Health Records (EHRs) could help pharma marketers reach doctors Patricio Robles <p>But according to Ogilvy CommonHealth Worldwide, pharma companies might be overlooking a potentially powerful tool for reaching physicians: <a href="https://en.wikipedia.org/wiki/Electronic_health_record">electronic health records (EHRs)</a>.</p> <p>As <a href="http://www.fiercepharma.com/marketing/ogilvycommonhealth-takes-deep-dive-ehr-as-a-marketing-strategy-for-pharma-clients">detailed by</a> FiercePharma's Beth Snyder Bulik, a leading pharmaceutical company used an EHR-focused campaign in an effort to make one of its antibiotics top of mind for physicians at the point of care:</p> <blockquote> <p>Beginning with 320 hospital targets, the company and its distribution partners found 192 active EHR systems users and targeted messages to them. The results were more than encouraging.</p> <p>The EHR program achieved a 28% engagement rate with physicians in the first month, followed by 36% and 26% in the following two - the first three of an ongoing six-month campaign.</p> </blockquote> <p>Ritesh Patel, Ogilvy CommonHealth's chief digital officer, notes that EHR campaigns aren't about advertising.</p> <p>"It's not just about product messages, but also messages about education or pipeline drugs or presenting data to physicians, which now goes to strategy," he explained.</p> <h3>Opportunities and challenges</h3> <p>EHR adoption has grown significantly in recent years. According to SK&amp;A, by January of this year, more than half (59%) of providers reported using an EHR, and in some specialties, the adoption rates are much higher.</p> <p>For example, SK&amp;A says that EHR adoption is 75% in internal medicine and pediatrics. What's more, large numbers of physicians are using EHRs in meaningful ways.</p> <p>Case in point: when Practice Fusion, a cloud-based EHR provider, released a clinical decision support program, it "reached more than 50,000 physicians and 3.7m patients resulting in 25,000+ more patient plans, which was a five-fold increase."</p> <p>Statistics like this suggest that EHRs now represent a big enough channel for savvy pharma marketers to put to good use. But doing so won't necessarily be easy.</p> <p>For one, as FiercePharma's Bulik notes, there are hundreds of EHR providers.</p> <p>Different EHR platforms have different capabilities, and while the industry does have standards, integration isn't always easy. </p> <p>Additionally, because the content available through each EHR is generally customized for and controlled by providers, getting distribution means that marketers will sometimes have to work on a provider-by-provider basis.</p> <p>More worryingly, despite growing adoption of EHRs, there are still growing pains. Troubling surveys indicate that physicians and care providers <a href="http://medicaleconomics.modernmedicine.com/medical-economics/news/more-trouble-ehrs">aren't satisfied</a> with EHR technology.</p> <p>In one study, more than one half of respondents indicated that their EHRs were making it difficult for them to improve efficiency. </p> <p>The authors of the same study did find that satisfaction with EHRs increases the longer they're used, so some of these growing pains could be short-lived. </p> <p>Pharma companies themselves could help the situation by targeting EHR users with proprietary data and content.</p> <p>As Deloitte Consulting and the Gerson Lehrman Group <a href="http://blogs.deloitte.com/centerforhealthsolutions/pharma-adoption-of-social-media-a-prescription-for-physician-engagement/">discovered</a>, a large majority (84%) of physicians Deloitte and GLG surveyed indicated that efficacy and outcome data, as well as clinical guidelines, influence their drug utilization decisions.</p> <p>Furthermore, well over half (65%) stated they'd be interested in interacting with pharma over social channels around this type of content.</p> <p><img src="https://assets.econsultancy.com/images/0007/4886/pharmadata.png" alt="" width="481" height="326"></p> <p>With the right content and integrations, EHRs could be an even more effective channel than social for pharma marketers and the good news is that the window of opportunity is still open, at least for a short while.</p> <p>"You're not too late today, but you will be by this time next year," Will Febbo, CEO of EHR provider OptimizeRx, told Bulik.</p> tag:econsultancy.com,2008:BlogPost/67845 2016-05-16T09:53:32+01:00 2016-05-16T09:53:32+01:00 Three tips to help charity marketing videos flourish Andrew Chrysostom <p>Read on to find out more, and don't forget to <a href="http://www.festivalofmarketing.com/awards/enter-now">get your Masters of Marketing entry in</a> before June 3rd...</p> <h3>Hit hard with your message</h3> <p>The RNLI faced the challenge of raising awareness about the unpredictable waters in the UK, and how easy it is to drown in them.</p> <p>The campaign’s aim was to halve the number of people drowning in the UK by 2024. </p> <p>It commissioned a series of videos designed for cinema advertising. Shot from the first person perspective of a drowning individual, the ad asked the audience to hold their breath along with them.</p> <p><iframe src="https://www.youtube.com/embed/JWD46SAUD5s?wmode=transparent" width="560" height="315"></iframe></p> <p>With over 3m Facebook video views and more than 8,500 shares, this video clearly struck a chord with its audience. </p> <p>The application of a hard-hitting message effectively engaged users, as shown by an average view duration of 87%.</p> <p>With the use of <a href="https://econsultancy.com/blog/67713-augmented-reality-vs-virtual-reality-where-should-brands-focus/">virtual reality</a> on the rise it would be interesting to see if the new headsets coming onto the market would take this concept a step further.</p> <p>Amnesty International actually already utilised this technique, using a <a href="https://www.amnesty.org.uk/press-releases/first-use-virtual-reality-fundraising-hit-members-public">VR headset</a> to show devastating scenes of bombing in Syria.</p> <p><img src="https://assets.econsultancy.com/images/0007/4928/amnesty.jpg" alt="" width="548" height="331"></p> <p><em>Image credit: Amnesty International</em></p> <h3>Know your audience</h3> <p>One of the biggest myths about video production is that it has to be expensive.</p> <p>When Male Cancer Awareness Campaign teamed up with world-renowned fashion photographer Rankin, the aim was to create a video to get 18-25 year old men to check themselves for testicular cancer.</p> <p>On a budget of around £1,000 and with the help of model Rhian Sugden, they shot an almost NSFW video to appeal to the ‘lads mag’ demographic. </p> <p><iframe src="https://www.youtube.com/embed/oGgByLLQwSw?wmode=transparent" width="560" height="315"></iframe></p> <p>By simply knowing their audience and having a good creative, the video gathered over 7m views. This proves that video doesn’t have to be created on a big budget to be effective.</p> <h3>Reacting to current events</h3> <p>In 2015, the NFL was facing a huge backlash over domestic violence issues.</p> <p>In stepped No More, a domestic abuse charity that produced this 30-second video of a victim’s 911 call.</p> <p><iframe src="https://www.youtube.com/embed/rTJT3fVv1vU?wmode=transparent" width="560" height="315"></iframe></p> <p>Whilst definitely hard-hitting, the video gained a spot in the first break after second quarter of NFL Super Bowl XLIX for free – placement of which would have cost $4.5m. </p> <p>By aligning itself with a brand in trouble, No More managed to directly reach an estimated 114.4m TV viewers. Its YouTube video now has more than 9.5m views.</p> <p><em>Don't forget to get your entries for our <a href="http://www.festivalofmarketing.com/awards/enter-now">Masters of Marketing Awards</a> in before June 3rd.</em></p> tag:econsultancy.com,2008:BlogPost/67819 2016-05-06T14:44:15+01:00 2016-05-06T14:44:15+01:00 10 fine digital marketing stats from this week Ben Davis <p>Now, on with the stats...</p> <h3>Volkswagen the least-engaging brand amongst US consumers</h3> <p>42,792 American consumers participated in <a href="http://brandkeys.com/wp-content/uploads/2016/05/Press-Release-2016-Least-Engaging-Brands.pdf">Brand Keys’ 2016 Customer Loyalty Engagement Index</a>.</p> <p>I'm not entirely sure how emotional engagement strength was calculated, but it's a percentage measure with 100% representing the ideal.</p> <p>The lowest engaging brands were as follows:</p> <p>1. Volkswagen (29%)</p> <p>2. Blackberry (30%)</p> <p>3. American Apparel (38%)</p> <p>4. Cosi (39%)</p> <p>5. Aéropostale (41%)</p> <p>6. Sears (42%)</p> <p>7. kobo (43%)</p> <p>8. Budweiser (49)%</p> <p>9. Sports Authority (50%)</p> <p>10. Whole Foods (53%)</p> <p>Six brands were in this bottom 10 for the first time. Volkswagen was one - obviously as a result of the <a href="https://econsultancy.com/blog/66972-social-media-and-crisis-management-a-volkswagen-case-study/">emissions scandal</a>.</p> <p>Whole Foods features after being accused of price rigging. American Apparel and Aéropostale have both 'suffered badly at the hands of online and corporate management' according to Brand Keys.</p> <p>The other newbies in the bottom 10 were Sports Authority, which entered into bankruptcy protection in March, and Cosi, the sandwich chain, which hashed store closures and staff cuts.</p> <h3>Facebook Reactions represent just 3% of all interactions on the platform</h3> <p><a href="https://www.quintly.com/blog/2016/05/facebook-reactions-study/">Quintly's analysis</a> of 130,000 Facebook posts found:</p> <ul> <li>Reactions are just 3% of all interactions.</li> <li>"Love" is the predominate Reaction.</li> <li>Videos receive 40% more Reactions than images.</li> </ul> <p>The table below shows how profile size impacts on post engagement and reactions.</p> <p><img src="https://assets.econsultancy.com/images/0007/4680/Screen_Shot_2016-05-05_at_16.41.31.png" alt="facebook research" width="615" height="438"></p> <p><img src="https://assets.econsultancy.com/images/0007/4679/Screen_Shot_2016-05-05_at_16.43.12.png" alt="facebook reactions" width="615" height="478"></p> <h3>Amazon profits are flying</h3> <p>The company reported a $513m profit during Q1 2016, up from a $57m loss over the same period in 2015.</p> <p>$29.1bn worth of goods and services were sold, up 28% year-on-year.</p> <p>Amazon Web Services sales were up 64% year-on-year, to $2.6bn.</p> <h3>Enagagement with branded content is deeper on smartphones</h3> <p><a href="http://cdn2.hubspot.net/hubfs/148304/Polar_Academy_Assets/Polar-Academy-State-of-Branded-Content-Benchmarks-and-Insights.pdf">Polar's benchmark report</a> looks at aggregate performance and engagement data with branded content placed by its native format ad platform.</p> <p>6,165 branded content campaigns involving 18bn native placements were analysed.</p> <p>Engagement with branded content on smartphones is shown as significantly higher than on desktop and tablet (119s vs 89s for tablet and 73s for desktop).</p> <p>A 127% higher clickthrough rate was seen on smartphones than desktop.</p> <p>The finance vertical saw greatest engagement.</p> <p><img src="https://assets.econsultancy.com/images/0007/4682/Screen_Shot_2016-05-05_at_16.53.49.png" alt="time spent by device with branded content" width="615" height="340"></p> <p><img src="https://assets.econsultancy.com/images/0007/4681/Screen_Shot_2016-05-05_at_16.52.55.png" alt="time spent by publisher vertical" width="615" height="340"></p> <h3>VR excites 69% of adults!</h3> <p>The Advanced Imaging Society surveyed 1,000 adults about <a href="https://econsultancy.com/reports/a-marketers-guide-to-virtual-reality">VR</a>.</p> <ul> <li>69% of adults between the ages of 18 and 60 were excited about experiencing VR.</li> <li>73% of men and 65% of women were looking forward to VR experiences.</li> <li>An ability to "explore places" they can't travel to interested 74% of respondents.</li> <li>Experiencing entertainment more deeply was a draw for 68%. </li> </ul> <p>Unfortunately I don't have a link to the study.</p> <h3>Better pricing drives customers online </h3> <p><a href="http://www.gfk.com/insights/press-release/drivers-of-online-and-in-store-shopping-are-not-as-sharply-divided-as-you-think/">GfK has analysed</a> the reasons why shoppers choose to shop in-store or online.</p> <p>The charts below show which causal factors were selected by the highest proportion of shoppers in either channel.</p> <p>Unsurprisingly, seeing and feeling the products before purchase was the main motivation for in-store shopping (51% of consumers said this was a factor).</p> <p>Online shopping was motivated chiefly by the desire to save money (55% said this was a factor).</p> <p>The survey took in over 23,000 consumers in 23 countries across APAC, LATAM, Europe, North America and the Middle East.</p> <p><img src="https://assets.econsultancy.com/images/0007/4694/Screen_Shot_2016-05-06_at_08.59.13.png" alt="" width="615"></p> <p><img src="https://assets.econsultancy.com/images/0007/4695/Screen_Shot_2016-05-06_at_08.58.57.png" alt="" width="615"></p> <h3>Half of Britons cut social usage, cite too many ads</h3> <p>Lithium says that over half of Britons say they have cut down their social media usage because of too many ads.</p> <p>The same research indicated that websites containing product reviews, and online social communities are most trusted when researching product or service information.</p> <p>70% of UK adults will not buy something that does not have positive online reviews.</p> <p>The results are <a href="http://www.lithium.com/download?p=http://www.lithium.com/pdfs/infographic/lithium_extreme_expectations_study_UK.pdf">presented by Lithium</a>, though there is no methodology included.</p> <h3>52% of travel research happens on mobile</h3> <p>Hitwise has revealed 52% of visits to <a href="https://econsultancy.com/blog/67766-10-examples-of-great-travel-marketing-campaigns">travel</a> ‘destination’ sites are made from a mobile.</p> <p>After booking a trip, Brits continue planning via mobile, with 72% researching ‘things to do’ from their smartphone.</p> <p>The tables below show local and international destinations that are enjoying the greatest percentage increase in search share, as well as those that have fallen the most.</p> <p><img src="https://assets.econsultancy.com/images/0007/4677/Screen_Shot_2016-05-05_at_16.33.01.png" alt="" width="615"></p> <p><img src="https://assets.econsultancy.com/images/0007/4678/Screen_Shot_2016-05-05_at_16.35.00.png" alt="" width="615"></p> <h3>70% say free returns would make them buy online</h3> <p>Onestop Internet recently commissioned a survey exploring consumer preferences for <a href="https://econsultancy.com/blog/65854-15-tips-for-improving-ecommerce-returns-policies">returns</a>.</p> <ul> <li>38% of respondents reported making an online purchase in the last week.</li> <li>70% of respondents said free returns would make them more likely to buy online.</li> <li>38% of respondents said finding the perfect fit while ordering apparel online is a challenge either every time or more than half of the time.</li> <li>65% of respondents said they would be willing to accept a shorter return period if it meant they could order multiple sizes online and only be charged for one unit.</li> </ul> <p>No methodology available here.</p> <h3>French mobile networks are the best performing</h3> <p>STL Partners has released <a href="http://www.telco2research.com/articles/EB_MobiNEX-The-Mobile-Network-Customer-Experience-Index-Q4-2015">The Mobile Network Experience Index</a>, benchmarking mobile operators’ network speed and reliability by measuring the consumer app experience.</p> <p>The benchmark looks at download speed, average latency, error rate and latency consistency (the percentage of app requests that take longer than 500 milliseconds to fulfil).</p> <ul> <li>Bouygues Telecom of France scored highest - 76 out of 100.</li> <li>Two other French operators followed – Free (73) and Orange (70).</li> <li>British operators, EE (65) and O2 (61) were next.</li> <li>The five worst operators identified were E-Plus of Germany (26), Wind of Italy (26), Telefónica's Movistar of Spain (33), Sprint of the US (33), and 3 Italy (36).</li> </ul> tag:econsultancy.com,2008:BlogPost/67813 2016-05-06T10:53:19+01:00 2016-05-06T10:53:19+01:00 The digital campaigns behind London’s Mayoral election Edwin Bos <p>And how did candidates use the voices of their supporters to sell their personal and party brand to the undecided? And, most importantly, did any candidate do it best?</p> <p>Let’s look at their official campaign videos first.</p> <p>Unlike <a href="http://www.independent.co.uk/news/uk/politics/london-mayor-election-2016-zac-goldsmith-unveils-campaign-video-starring-david-cameron-theresa-may-a6969746.html">Goldsmith’s campaign video</a>, where he features the Tory grandees rallying to his cause, <a href="https://www.youtube.com/watch?v=7ADZvsuvsvI">Khan's slickly produced video</a> at least shows the faces of ordinary Londoners (although they aren’t allowed to speak).</p> <p>Lib Dem Caroline Pidgeon’s video is less of an ego trip: she talks to ‘ordinary’ Londoners (is there any such thing?) about housing, child care, and transport.</p> <p>The people she interviews seem approachable, knowledgeable and engaged. She’s a clear winner.</p> <p>The only problem? Only 1,006 people have actually watched it.</p> <p><iframe src="https://www.youtube.com/embed/rxOZN-2KuNc?wmode=transparent" width="560" height="315"></iframe></p> <p>The campaign website is important for recruiting evangelists for the cause.</p> <p>The Lib Dems have the ‘Get involved’ section in pride of place on their website although the email signup looks quite old-fashioned.</p> <p><a href="http://www.londonlibdems.org.uk/"><img src="https://assets.econsultancy.com/images/0007/4700/lib_dem_website.png" alt="" width="800" height="367"></a></p> <p>Sadiq Khan wants you to ‘Get involved’, and ‘Donate’.</p> <p><a href="http://www.sadiq.london/"><img src="https://assets.econsultancy.com/images/0007/4703/Sadiq_Khan.png" alt="" width="800" height="368"></a></p> <p>Zac Goldsmith’s site is a bit more corporate - you can volunteer (which always smacks of charity work) or you can sign a petition ‘Back Zac’s Plan’ which seems quite a passive way of getting support.</p> <p>He does have his social feeds on the homepage which make his campaign seem more inclusive although the ‘Donate’ section is a little overpowering. No one is a clear winner.  </p> <p><a href="https://backzac2016.com/"><img src="https://assets.econsultancy.com/images/0007/4706/zac_goldmisth.png" alt="" width="800" height="496"></a></p> <h3>Social campaigning</h3> <p>Social media will undoubtedly be a key battleground for all candidates - it's one of the easiest ways they can spread their message and amplify the voices of their supporters.</p> <p>Brandwatch research clearly showed who was winning:</p> <blockquote> <p>Khan garnered 41% of the Twitter mentions, well ahead of his nearest rival, Conservative candidate Zac Goldsmith, who accounted for 32% of the conversation. </p> </blockquote> <p>Khan has far more followers than Goldsmith. There are 91,200 Twitter followers on his personal page and 6,547 following the campaign handle @teamkhan2016.</p> <p>Zac Goldsmith trails behind with 61,800 supporters. His campaign account @BackZacPress has 2,656 followers.</p> <p><img src="https://assets.econsultancy.com/images/0007/4713/zac_twitter.png" alt="" width="800" height="423"></p> <p>The Lib Dems are a far off third. Caroline Pigeon has 8,261 followers to her personal account and the uninspiring @londonlibdems has tweeted almost twice as much as @backzacpress but has a similar amount of followers.</p> <p>On Facebook, Khan and Goldsmith seem to be more comparable. They both have around 95,000 followers.</p> <p>Khan’s campaign video has been shared on Facebook 1,545 times but Goldsmith’s posts are generally shared by more people, averaging at about 40 to 50 shares per post. Khan is a clear winner.</p> <p>But before we go any further, <strong>who actually likes politicians?</strong></p> <p>Do we actually want to see them tweeting more or see their mugs in our Facebook feed? Is it going to engage people? And worse, could it make them seem less genuine and more desperate for your vote?</p> <p>For such a smooth looking chap, Goldsmith's campaign has been marked by PR gaffes.</p> <p>There was the time that his sister Jemima tweeted her support. But as her second name is Khan, some people got confused.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Some confusion over my Khan v Goldsmith poll: People seem to think I am asking about Imran Khan or else my name change- Khan or Goldsmith.</p> — Jemima Goldsmith (@Jemima_Khan) <a href="https://twitter.com/Jemima_Khan/status/695932198239789056">6 February 2016</a> </blockquote> <p>He then got mauled <a href="http://www.huffingtonpost.co.uk/entry/zac-goldsmith-twitter-q-and-a_uk_5707a8cae4b00c769e2db8ca" target="_blank">in his Q&amp;A session</a> - a warning of the perils of actively engaging with users. Predictably enough, the most vicious tweets came from writers for the Guardian.</p> <p>Goldsmith did score once or twice:</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Ken Livingstone <a href="https://twitter.com/hashtag/AskZac?src=hash">#AskZac</a> <a href="https://t.co/YoUMcrkhlb">https://t.co/YoUMcrkhlb</a></p> — Zac Goldsmith (@ZacGoldsmith) <a href="https://twitter.com/ZacGoldsmith/status/718366549007056896">April 8, 2016</a> </blockquote> <p>Goldsmith is quite an easy target; hashtags like #No2RacistZac and #whereszacstax have been doing the rounds.</p> <p>He hasn’t bothered to engage with them and that’s symptomatic of his campaign at large.</p> <p>It's high-handed and relies on high profile spokesmen and women to back him - not the average punter who’ll be voting.</p> <p>When it comes to people power, grassroots organisations should be the engine. But then again, it depends on the engine...</p> <p>One organisation, Conservative Connect which aims to speak to those of ‘diverse social-economic, ethnic and cultural backgrounds’, produced a quite astounding campaign video for Goldsmith which feels like it's been inspired by North Korean propaganda: ‘He is worthy of appreciation, he is patient and he is brave’.  </p> <p><iframe src="https://www.youtube.com/embed/Gq-pDjrs-FA?wmode=transparent" width="560" height="315"></iframe></p> <p>Note there have been no comments posted below the video.</p> <p>Although Khan can't stop himself from mentioning that he grew up on a council estate at every opportunity, he has been the best at giving supporters a platform and a chance to be advocates for his brand.</p> <p>He's been using the hashtag #TeamKhan which has a more inclusive feel than #BackZac2016 or Pidgeon’s #CarolineCan.</p> <p>Who does Pidgeon think she is? Obama? Although Sadiq already tried that with #YesWeKhan.</p> <p>With #TeamKhan, the Labour candidate has been collecting and promoting all the praise his supporters have provided. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Just met up with some friends after a long time and the conversation was all about how young Londoners need <a href="https://twitter.com/SadiqKhan">@SadiqKhan</a> as mayor come May 5th</p> — Zahin (@zahinkingahmed) <a href="https://twitter.com/zahinkingahmed/status/725012154034847744">April 26, 2016</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">My son just told me <a href="https://twitter.com/SadiqKhan">@SadiqKhan</a> won his primary school's 'London Mayor election' by a landslide today. Hope history follows suit next week.</p> — Susan (@marthasydenham) <a href="https://twitter.com/marthasydenham/status/725014285777293313">April 26, 2016</a> </blockquote> <p>And that approach works. It humanises his campaign and shows that he’s someone who represents a wide range of Londoners - the medium is the message.</p> <p>Whether you think his plans for transport, housing or security are feasible, and that's another question entirely, you can't deny he looks like he’s listening to Londoners more than the other candidates, which surely is what we're electing them for.</p> <p>Khan cruises ahead in this round.</p> <h3>But it’s all relative...</h3> <p>What becomes apparent is both how little the candidates are using people power and how disengaged many Londoners feel.</p> <p>The absence of engagement has made people call for an injection of the excitement found in the US elections.</p> <p>The Evening Standard reported on a programme which sent young people out to the US to find out how people in their age group might be encouraged to vote.</p> <p>Student James Tune, 20, who recently returned from Ohio, said:</p> <blockquote> <p>The campaigns for Mayor should really look at social media. Politicians post stuff but they need to actively engage with people – look at the people who are replying, invite them to things, and get them involved.</p> </blockquote> <p>I couldn’t agree more. It holds true for online and in real life.</p> <p>Speaking for Londoners - and to them, and with them - is something all the candidates, including Khan, should be doing far more.</p> <p>After all, they are here to represent us.</p> tag:econsultancy.com,2008:Report/4125 2016-05-04T11:25:00+01:00 2016-05-04T11:25:00+01:00 Social Quarterly Q2 2016 <p>Social media is evolving rapidly, and the Social Quarterly provides an overview of the latest trends in the industry. It contains information which can be translated into your own documents, allowing you to prepare a pitch or use internally at a moment's notice.</p> <p>The Social Quarterly examines the current social media landscape, trends and updates on various social platforms and considers what will happen next. Updated four times per year, it will help to quickly surface statistics and trends you can use and react to immediately.</p> <p>This time, the second edition of the Social Quarterly looks at developments on Instagram and Snapchat, includes statistics on private messaging apps, takes a closer look at the roles of both millennials and parents and includes the regular updates on user numbers and mobile social media usage.</p> <p>Bringing to life data from the <a href="https://econsultancy.com/reports/social-media-statistics">Internet Statistics Compendium</a> and the <a href="https://econsultancy.com/blog/">Econsultancy blog</a>, the Social Quarterly is the best of social in an easy-to-digest format.</p> <p>The Social Quarterly will allow you to:</p> <ul> <li>Stay up to date with regular developments across multiple social media platforms.</li> <li>Present and pitch at short notice with clear and effective data.</li> <li>Pinpoint areas in which you want to find out more and use the linked Econsultancy resources and blog posts to do this.</li> <li>Spot potential ways your company could be using social media but is not currently.</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>