tag:www.econsultancy.com,2008:/topics/facebook Latest Facebook content from Econsultancy 2017-03-21T14:18:07+00:00 tag:www.econsultancy.com,2008:BlogPost/68923 2017-03-21T14:18:07+00:00 2017-03-21T14:18:07+00:00 CAP issues fresh guidelines for influencer marketing: Will it make a difference? Nikki Gilliland <p><img src="https://assets.econsultancy.com/images/0008/4887/Born_Social.JPG" alt="" width="760" height="376"></p> <p>A lack of consumer understanding is not the only problem, of course. Confusion over how brands and influencers should label paid-for content remains a big issue. As a result, CAP (the Committee of Advertising Practice) has recently issued a <a href="https://www.asa.org.uk/advice-online/affiliate-marketing.html" target="_blank">fresh set of guidelines</a> to help social influencers and brands stick to the rules. </p> <p>Here’s a bit more on the story and how it could affect the world of influencer marketing in future.</p> <h3>Platform-specific rules</h3> <p>The new guidelines relate to affiliate marketing deals, whereby influencers are paid for the clicks they receive on sponsored content. </p> <p>CAP states that all ‘marketing communications must be obviously identifiable as such’. In other words, brands and influencers should ensure that any paid-for content is clearly labelled as an advert.</p> <p>While this rule is not necessarily new, CAP has now emphasised that influencers should be more aware of the differences between platforms in order to recognise how to label sponsored content accordingly. </p> <p>For example, on platforms like Instagram where images are visible before text, the word ‘ad’ should be overlaid so that users are aware before they click through. Alternatively, where a vlog might include a minute or so of content related to affiliate products, this should be flagged (even if it doesn’t require the video to be labelled as an ad overall).</p> <p>Essentially, the new guidelines reinforce the notion that there is no blanket approach to labelling branded content, but that it is vital that consumers know when they are viewing ads – regardless of how fleeting or small the sponsored aspect might be.</p> <p><img src="https://assets.econsultancy.com/images/0008/4888/Sponsored_KK.JPG" alt="" width="760" height="558"></p> <h3>How is it being enforced?</h3> <p>While these guidelines might be useful for influencers who are unaware of the boundaries, there still seems to be a problem with ensuring they are followed. As platforms are yet to introduce any features that truly differentiate paid-for content from any other kind, bodies like the ASA (Advertising Standards Authority) rely on the general public as well as fellow influencers to flag up unlabelled ads.</p> <p>On the other hand, cases appear to be slipping through the cracks due to the vague and somewhat inconsequential nature of what might happen if the rules are flouted.</p> <p>So far, there have only been a few instances of perpetrators being caught out, with one of the biggest examples being UK marketing agency, Social Chain. Despite being probed for failing to disclose advertising content, however, the repercussions were relatively minor, with the company merely being told to remove the content and to promise not to do it again.</p> <p>As well as vague consequences, influencers might choose to ignore the rules due to worries over platforms burying sponsored posts. In other words, regardless of the creative or authentic nature of the content as a whole, the ‘ad’ label could overshadow this and lead to the content being devalued.</p> <h3>Do consumers really care?</h3> <p>With the guidelines being put in place for the benefit of consumers, how does the public really feel about influencers working with brands?</p> <p>On one hand, <a href="http://www.bornsocial.co.uk/thesocialsurvey" target="_blank">Born Social’s survey</a> suggests that consumers look down on sponsored content, with 48.7% of people trusting a recommendation to a lesser extent if they know an influencer is being paid. However, a poll by Kantar Millward Brown suggests that, in contrast, teenagers are becoming more <a href="http://www.purecontent.com/blog/teens-in-uk-and-germany-more-receptive-to-branded-content/" target="_blank">receptive to brand content</a>. What’s more, it states that 35% of 35-49 year olds in the UK also feel positive towards content relating to products, services and other brand info.</p> <p>While these findings might sound contradictory, there is one common thread – that transparency is key.</p> <p>Regardless of how a person might feel about brand content in general, deliberately hiding or failing to disclose it can only do more harm than good. As a result – with consumer trust on the line – it is vital for both brands and influencers to implement the new guidelines in order to retain it.</p> <p><em><strong>Related articles:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68230-two-different-paths-to-influencer-marketing-which-is-best-for-you/" target="_blank">Two different paths to influencer marketing: Which is best for you?</a></em></li> <li><em><a href="https://econsultancy.com/blog/68409-four-key-trends-within-the-world-of-influencer-marketing/" target="_blank">Four key trends within the world of influencer marketing</a></em></li> <li><em><a href="https://econsultancy.com/blog/67807-is-micro-influencer-marketing-viable/" target="_blank">Is micro-influencer marketing viable?</a></em></li> </ul> tag:www.econsultancy.com,2008:Report/4434 2017-03-10T16:00:00+00:00 2017-03-10T16:00:00+00:00 Social Quarterly: Q1 2017 <p>Social media evolves rapidly, and the <strong>Social Quarterly</strong> 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 year's <strong>first edition of the Social Quarterly </strong>looks at Instagram's new stickers and carousal features, Pinterest's new visual discovery tool, the introduction of Snapchat-like features to Facebook-owned platforms, how Twitter is combatting online abuse as well as social engagement stats on the Super Bowl. Plenty to whet your appetite!</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:www.econsultancy.com,2008:BlogPost/68876 2017-03-09T11:32:00+00:00 2017-03-09T11:32:00+00:00 How TfL’s community managers engage with London’s cyclists Nikki Gilliland <p>Here’s what he had to say about his day job, where he tweets from <a href="https://twitter.com/SantanderCycles">@SantanderCycles</a> and <a href="https://twitter.com/TfL" target="_blank">@TfL</a>. And to learn more about this topic, book yourself a place on Econsultancy's <a href="https://econsultancy.com/training/courses/online-community-management/" target="_blank">Online Community Management Training</a> course.</p> <h4> <strong><em>Econsultancy:</em> First, could you explain a bit about what you do?</strong> </h4> <p><em>Matt Moran:</em> I’m the Online Community Manager for Cycling here at Transport for London, so essentially I’m involved in anything cycling-related that happens on social media - from initial strategy through to the day-to-day execution of tactics. </p> <p>That might mean launching a Facebook campaign for Santander Cycles, responding to reports of a problem on a Cycle Superhighway on Twitter, or sharing <a href="https://econsultancy.com/blog/66739-how-user-generated-content-is-changing-content-marketing/">user-generated content</a> on Instagram. Ultimately though, I’m here as part of a big team helping to get more people cycling in London.</p> <h4> <em>E:</em> What does a typical day look like?</h4> <p><em>MM:</em> Like most people who work in social media, there tends not to be a typical day! But I’ll always start my morning off by checking our social listening tools - usually before I’ve left home - to see whether there are any major issues where we need to respond quickly. </p> <p>Once any pressing issues are out of the way I’ll look for any conversations taking place that might not include TfL, but where we can add value and have a positive impact. For example, somebody might be thinking of starting to cycle to work, which is great for us, as we can really help them on their way with tools such as our Journey Planner or free Cycle Skills training. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">It's been a stunning day in London for cycling! Enjoy the ride home<a href="https://t.co/RUWnC1zC7e">pic.twitter.com/RUWnC1zC7e</a></p> — Santander Cycles (@SantanderCycles) <a href="https://twitter.com/SantanderCycles/status/839166004752236552">March 7, 2017</a> </blockquote> <p>Most days I’ll also be working on one of the many campaigns we run throughout the year to promote cycling. Each day I document my journeys with a GoPro or my iPhone as I travel around London by bike – that provides us with a rich and relevant source of content in a relatively cost-effective way too.</p> <h4> <em>E:</em> What’s been the biggest challenge so far?</h4> <p><em>MM</em>: My role was new to TfL in 2016, so my first big piece of work was to develop the strategy on how we should approach cycling as an organisation on social media. </p> <p>TfL is a large organisation, so navigating stakeholders and understanding their priorities and motivations was a challenge initially. There are also lots of external stakeholders to consider too, not least the people who already cycle in London and share their thoughts on social media, so it’s important for us to empathise and understand their needs. </p> <p>Thankfully we’re all focused on one thing and that’s to get more people cycling, more safely, more often.</p> <p><img src="https://assets.econsultancy.com/images/0008/4441/TFL_social.jpg" alt="" width="750" height="496"></p> <h4> <em>E:</em> What is the structure like at TfL – how do you work alongside other Community Managers?</h4> <p><em>MM:</em> As this was a new role there’s been a certain amount of freedom in determining how best to position myself within the organisation. </p> <p>Other community managers will know that the key to success is to respond quickly and accurately to what is happening across the organisation. With this in mind, I divide up my week across different locations to sit with colleagues from Press, Online, Marketing and Planning – I also work closely with the social media team at Santander, for activities around Santander Cycles. </p> <p>I truly believe that you can never know too much about the subject matter when it comes to being a great community manager (I’ve been working in both cycling and social media for almost a decade).</p> <h4> <em>E:</em> Part of your role is to encourage people to take up cycling – is there a balance between this and other responsibilities such as dealing with complaints? Where does your focus lie?</h4> <p><em>MM:</em> I’m 100% focused on getting new people cycling but I also recognise the importance of developing a relationship and providing value for existing cyclists through social media. They are the people who sit next to colleagues and friends in the office, in the café or the pub and enthuse about how quickly they got to work by bike, or what a great time they had riding in Hyde Park at the weekend. </p> <p>It’s simple word-of-mouth marketing, and it works in tandem both online and offline, so if I can encourage existing cyclists to ride even more (and have a great experience because of the work TfL is doing) then it’s win-win for the greater good.</p> <p>When it comes to complaints, I see it as an opportunity to develop a positive relationship with a customer - it’s simply about good communication and over-delivering on the solution. </p> <h4> <em>E:</em> How do you deal with negativity? Do you follow a certain protocol?</h4> <p><em>MM:</em> This one has always been easy for me, I just respond as quickly, honestly and personably as possible. Sometimes negativity is drawn from complex issues but we don’t shy away from those and we always aim to provide a response that answers the question and gives value. </p> <p>I tend to sign off my replies with my first name and a bike emoji that helps to create a bit more of a human connection, rather than customers feeing like they’re tweeting into – and receiving an answer from - a large faceless organisation. Being human trumps negativity every time.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/zefrog">@zefrog</a> Hi Nicolas, apologies, we're aware of the issue and working hard to come up with a solution to alleviate the problem. (Matt)</p> — Santander Cycles (@SantanderCycles) <a href="https://twitter.com/SantanderCycles/status/837259054825230336">March 2, 2017</a> </blockquote> <h4> <em>E:</em> Is there a difference between social media channels in terms you how you interact with people (or conversely, how people behave)?</h4> <p><em>MM:</em> Expectations from customers vary wildly across platforms and we try to play to each platforms strengths. Twitter is certainly our busiest platform in respect of queries and we respond as quickly as we can, whereas the pace on Facebook is somewhat slower and we can be a little more creative in the type of media we use. </p> <p>For Santander Cycles we’ve recently started to ramp up our efforts on Instagram which provides a really positive platform to inspire people to ride with beautiful images and the sharing of user-generated content. Our tone of voice generally stays the same but we are able to play around a little more with the creative across different channels.</p> <p><img src="https://assets.econsultancy.com/images/0008/4440/TFL_cycling.jpg" alt="" width="750" height="475"></p> <h4> <em>E:</em> 2016 was a record-breaking year for the Santander Cycle scheme. How has your role (and TfL’s greater focus on cycling in general) aided this?</h4> <p><em>MM:</em> My role has helped us to move from a campaign-led approach to an always-on approach to social media. This means we can be really agile around our social content. A simple example is that we ramp up our messaging when the sun is shining, in order to inspire people to ride and pull back during periods of extreme adverse weather.</p> <p>Having a subject-matter expert in the role brings a deeper level of understanding to our messaging and allows us to provide more value to consumers with one-to-one conversations. </p> <p>I also work closely with the fantastic social media team at Santander. It’s a great partnership that has delivered some excellent work, such as the launch of the Blaze Laserlight which featured Halloween-themed video content for Facebook and a custom emoji on Twitter for @SantanderCycles. That campaign resonated well with the audience and illustrated that you can have a bit of fun layered over the top of a more serious safety message.</p> <p>If you combine the delivery of our social media content with the brilliant work my colleagues are doing on the ground - such as the East/West Cycle Superhighway along the Thames - you can really start to see how cycling is a practical and enjoyable way to travel around London. The proof of success is in the record number of Santander Cycles hires in 2016 (and as I say this we’ve just recorded our highest-ever number of hires in a February).</p> <h4> <em>E:</em> Community Management now seems to be a mix of both online reputation management and general social media outreach – how do you see the role evolving in future?</h4> <p><em>MM:</em> A great community manager can’t stand still. We need to be executing every day to ensure our practical knowledge and skills stay relevant. Competition for consumer attention between the major platforms is intense right now, with updates being rolled out on an almost weekly basis, so we need to be aware of these changes as soon as they happen and switch our tactics appropriately.</p> <p>Understanding the ROI of your content is fundamental to success. This means interpreting what the platform analytics are telling you, how that data matches up with your objectives and adapting your output to generate even more success. </p> <p><a href="https://econsultancy.com/blog/65523-what-is-online-reputation-management-and-should-you-use-it/">Online reputation management</a> is important but if you’re consistently providing your audience with value then they’ll be much more forgiving when things do go wrong. We’re doing a lot more <a href="https://econsultancy.com/blog/68409-four-key-trends-within-the-world-of-influencer-marketing/" target="_blank">work with influencers</a>, partners and involving the community to help us spread the message more widely. Not that any of that is particularly new - it’s just the way we can do this with new platform features keeps it really relevant and interesting for the community.</p> <h4> <em>E:</em> Finally, what’s the best thing about your job?</h4> <p><em>MM:</em> I love being able to execute each day, it lets me be really at the forefront of what is happening across the major social media platforms. And there’s no amount of training or watching YouTube videos that can replace executing, understanding what worked and why, and then fine-tuning content to ensure it performs even better. </p> <p>The best bit is that I get to do that every day around a subject that has been a passion of mine for all of my life – cycling!</p> <p><em><strong>Related articles:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68715-what-does-a-community-manager-do-and-what-skills-do-they-need/" target="_blank">What does a community manager do and what skills do they need?</a></em></li> <li><em><a href="https://econsultancy.com/blog/68771-q-a-with-nescafe-s-community-manager-melody-meacher-jones/" target="_blank">Q&amp;A with Nescafé's Community Manager: Melody Meacher-Jones</a></em></li> <li><em><a href="https://econsultancy.com/blog/68720-six-successful-examples-of-online-brand-communities/" target="_blank">Six successful examples of online brand communities</a></em></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68868 2017-03-07T14:14:53+00:00 2017-03-07T14:14:53+00:00 Facebook scales back on chatbots: What does it mean for brands? Nikki Gilliland <p>Here’s a bit more on the story, as well as few examples of the latest brand bots to appear.</p> <h3>What went wrong?</h3> <p>A number of businesses jumped on board the chatbot bandwagon as soon as the system was announced last year. In July, Facebook reported that there were 11,000 chatbots live on Messenger, with this figure expanding to a whopping 30,000 by September 2016.</p> <p>The idea was great in theory. Essentially, a chatbot would be able replace human interaction, with bots replying to customer service queries in ‘conversation’ with users online. However, with chatbots failing to correctly respond to the majority of queries, it soon became clear that the technology was not yet sophisticated enough to have anything resembling a genuine conversation.</p> <h3>How has Facebook responded?</h3> <p>Instead of continuing its large-scale development of chatbot technology, Facebook will instead focus on getting its system to answer a limited set of questions correctly. It recently announced a selection of new developer features, including a ‘persistent menu function’, which will display all of the bot’s functions up-front and in a menu-format. </p> <p>This basically means that the user experience will become akin to browsing on a website – merely clicking on a series of options – instead of taking the form of a two-way conversation. Of course, though this will mean that users won’t be frustrated by a chatbot's inability to respond correctly – it could lead to disappointment in the technology as a whole.</p> <p>I’ve recently <a href="https://econsultancy.com/blog/68636-pizza-express-channel-4-and-tfl-three-examples-of-brand-chatbots/" target="_blank">reviewed quite a few chatbots</a>, and while there’s been a few interesting examples, many have indeed failed to ignite much excitement or interest. What’s more, the ones that <em>have</em> failed appear to be the most basic or boring in terms of functionality, merely providing the user with a clickable menu instead of any real conversation.</p> <h3>Will brands continue to invest?</h3> <p>That being said, not all examples can be tarred with the same brush. As most bots are developed by third-party agencies, some are certainly more impressive than others.</p> <p>I recently came across PG Tips’ Monkey chatbot – created as part of the brand’s partnership with Comic Relief. In terms of user interaction it’s one of the best I’ve used, appearing to understand and successfully respond to my basic questions. Of course, the limitations of Facebook's bot technology still remain – Monkey will ask you to revert to tea if you stray too far from the core topic.</p> <p>However, with a decent level of interaction, it effectively serves its purpose by enhancing awareness as well as encouraging users to donate to the charity.</p> <p><img src="https://assets.econsultancy.com/images/0008/4377/Monkey_3.JPG" alt="" width="780" height="713"></p> <p>Other brands have found greater levels of success by sticking to a basic and more functional formula. Take Pizza Express, for example, which <a href="https://econsultancy.com/blog/68800-pizza-express-launches-booking-chatbot-is-it-any-good/">recently launched a chatbot</a> with the sole purpose of allowing users to book a table via Messenger. Similarly, KLM has recently introduced a new bot that allows users to ask for directions by sending emojis.</p> <p>On the other end of the spectrum, <a href="https://www.theguardian.com/technology/2017/mar/06/chatbot-donotpay-refugees-claim-asylum-legal-aid">DoNotPay is a chatbot with a much more worthwhile purpose</a>, helping to determine whether refugees are eligible for asylum protection under international law before helping them to fill in the relevant forms. Described as the 'world's first robot lawyer', it is one of the first examples of chatbot technology being developed for social good.</p> <p>These examples, while still quite limited in terms of what they can do, provide users with something of real value. Whether it's a reserved table or free legal advice - they can offer more than the chance to just capture user data.</p> <h3>In conclusion...</h3> <p>While Facebook’s decision to scale back on the technology could result in many brands abandoning chatbot attempts – and indeed prevent them from experimenting in future - this is not necessarily a bad thing.</p> <p>In fact, it could mean a filtering out of poor quality chatbots – perhaps those that have been created for the purposes of short-term hype – resulting in a greater user experience overall.</p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68732-what-makes-a-good-chatbot-ux/" target="_blank">What makes a good chatbot UX?</a></em></li> <li><em><a href="https://econsultancy.com/blog/68805-are-brands-failing-to-properly-promote-their-new-chatbots/" target="_blank">Are brands failing to properly promote their new chatbots?</a></em></li> <li><em><a href="https://econsultancy.com/blog/68208-chatbots-are-they-better-without-the-chat/" target="_blank">Chatbots: Are they better without the chat?</a></em></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68864 2017-03-07T10:16:00+00:00 2017-03-07T10:16:00+00:00 MyVoucherCodes experiments with six-hour Facebook Live event: Did it work? Nikki Gilliland <p>But is this really the best use of Facebook Live? What's more - is there even a demand for such an exhaustive amount of video content? Here’s a bit more on the story, including how MyVoucherCode’s existing 300,000 Facebook fans reacted.</p> <h3>Marketplace premise</h3> <p>A live broadcast built around shopping is not an original concept - consumers have been watching this kind of content for years. What’s more, with the likes of QVC now broadcasting live from its Facebook page, audiences are also becoming used to accessing it via social channels.</p> <p>The difference with MyVoucherCodes’ Marketplace is that the event is an expansion on the expectations of the brand’s core audience. </p> <p>With users mainly visiting the site and its social media channels for the purpose of discovering discounts - watching six hours of online content is another story. So, did users tune in?</p> <p>Looking at the results, it appears that each live segment (broken down by the various brands featured) generated an average of 4,000 views or so. So far - taking into account views gained since the live broadcast -  the GHD video has been the most watched, with 5,700 views and over 400 comments. On the other end of the scale, the Meeku video has garnered 2,400 views and just over 100 comments. </p> <p>With a large percentage of MyVoucherCodes previous video content getting a fairly similar amount of views, this gives us some indication of the event’s level of success. In terms of a Facebook page with 300,000 followers – it certainly isn’t bad.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fmyvouchercodes%2Fvideos%2F10155028214401115%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p>That being said, other videos on the MyVoucherCodes Facebook page appear to have generated significantly more engagements. For example, a Fashion Week special received 19,000 views, while last year’s MyMoneySavingWeek generated an average of 20,000 views per video.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fmyvouchercodes%2Fvideos%2F10154620182176115%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>What do fans want from live video?</h3> <p>So why have some videos generated many more views than others?</p> <p>One factor that many of the most-popular videos appear to have in common is a clear-cut competition element. The Fashion Week video was geared around giving away gift cards, while MoneySavingWeek was broadcast last November – building on the general excitement and hype of Black Friday.</p> <p>MyVoucherCodes has also largely capitalised on PR stunts in the past, perhaps contributing to an increase in general awareness of the brand during the time these videos were published. The brand created its own version of the John Lewis Christmas advert last year, for example, resulting in a fair amount of press coverage.</p> <p><iframe src="https://www.youtube.com/embed/iWX3Gb3sgnc?wmode=transparent" width="854" height="480"></iframe></p> <p>Going back to the recent Facebook Live event then, perhaps we can conclude that the medium of live video is somewhat arbitrary for a company like MyVoucherCodes.</p> <p>While the amount of effort that goes into a six-hour marathon event certainly deserves some recognition – it all feels a bit pointless when a week-long pre-record could generate similar, if not greater levels of engagement. This is all the more pertinent when you consider that the deals and discounts offered during the live show are now freely <a href="https://www.myvouchercodes.co.uk/mvc-marketplace" target="_blank">available on the main site</a>. Sure, the competition elements elevate things slightly, but would you really bother sitting through hours of content for the opportunity?</p> <p>Of course, the chance to get involved with a fun and interactive event is likely to have satisfied existing fans of the brand, however, it is unclear whether it's had much of an effect on conversions to the main site. Similarly, it’s unlikely that the content was sufficiently engaging or provided enough value to entice new users.</p> <h3>In conclusion…</h3> <p>While a six-hour long Facebook Live event is certainly an impressive feat, the reality is that it is probably more hassle than it's worth. </p> <p>Though fans might have found it entertaining to watch the two presenters sample a few wines or talk about lipsticks – there’s not much to say about the video content itself other than that it seems pretty shallow.</p> <p>Similarly, though Facebook Live can be an effective medium for ramping up engagement, a shorter and more slickly-produced series of videos – including more of what discount-hungry consumers <em>really</em> want - could have created much more of an impact.</p> <p><em><strong>More on Facebook Live:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live/" target="_blank">10 pioneering examples of brands using Facebook Live</a></em></li> <li><em><a href="https://econsultancy.com/blog/67980-how-grazia-used-facebook-live-to-create-its-new-community-issue/" target="_blank">How Grazia used Facebook Live to create its new community issue</a></em></li> <li><em><a href="https://econsultancy.com/blog/68599-facebook-live-has-become-must-see-tv-for-healthcare-marketers/" target="_blank">Facebook Live has become must-see TV for healthcare marketers</a></em></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68860 2017-03-06T14:57:00+00:00 2017-03-06T14:57:00+00:00 Four ways nostalgia can help to boost your marketing efforts Nikki Gilliland <p>Meanwhile, recent <a href="https://www.thinkwithgoogle.com/articles/marketing-generation-x-youtube-behavior-trends.html" target="_blank">data from Google</a> shows that 75% of people aged 35-54 regularly watch YouTube videos related to past events or people. So, why exactly does nostalgia have such an effect on consumer behaviour? Here are a few reasons, along with examples of brands that have capitalised on it.  </p> <h3>Combatting consumer fatigue</h3> <p>From Facebook ads to product packaging, consumers are bombarded with multiple marketing messages on a daily basis. In fact, it’s been predicted that Americans can be exposed to anything between <a href="http://www.redcrowmarketing.com/2015/09/10/many-ads-see-one-day/" target="_blank">4,000 to 10,000 advertisements</a> on any given day.</p> <p>Due to this overload, consumers are naturally becoming numb to marketing messages – not to mention ever more cynical – meaning they are less likely to make an emotional connection to a brand. </p> <p>Nostalgia can turn this notion on its head, with research showing that it can counteract loneliness and anxiety and even help us to navigate stressful life transitions easier. Brands that are synonymous with specific time periods are therefore able to build on this, tapping into the fond memories of consumers, and using it to re-engage with an audience.   </p> <p>Nokia is a prime example, recently revamping its classic 3310 as part of the brand's comeback. And while there’s reportedly nothing special about the phone itself, excitement surrounding its release has been palpable, naturally stemming from those who once owned the original product.</p> <p>Alongside this, Nokia has been able to cleverly build on the notion that modern technology might be doing us more harm than good. By harking back to a simpler time – when an SMS and a game of Snake was the height of technological innovation – it is able to put a positive (and sentimental spin) on the product's shortcomings.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">You asked for it… we brought it back. The Nokia 3310 is reborn. <a href="https://twitter.com/hashtag/MWC17?src=hash">#MWC17</a> <a href="https://t.co/UZfHMHIZid">pic.twitter.com/UZfHMHIZid</a></p> — Nokia Mobile (@nokiamobile) <a href="https://twitter.com/nokiamobile/status/835923172155355136">February 26, 2017</a> </blockquote> <h3>Promoting authenticity</h3> <p>When people romanticise or feel sentimental about a certain period in their life, such as childhood or university days, it is often because they are thinking of a time when they felt particularly happy, secure or care-free. Unsurprisingly, brands often try to recreate these positive feelings through nostalgia, aiming to in turn increase positive brand perception.</p> <p>Similarly, nostalgia is also used in marketing to denote a long history or sense of tradition - again by harking back to a happier or simpler time - which can instil a sense of trust in consumers.</p> <p>Last year, Pepsi re-launched Crystal Pepsi – a product that first launched in 1992 - complete with a 90s themed marketing campaign. It even created its own version of ‘The Oregon Trail' – a popular video game that included references to Tamagotchis, pagers, and floppy disks. Not only did it conjure up childhood memories, but the campaign also reminded consumers of Pepsi's long-standing presence in pop culture as a whole.</p> <p><iframe src="https://www.youtube.com/embed/h_h8SvIQLs4?wmode=transparent" width="854" height="480"></iframe></p> <p>That being said, while Pepsi’s campaign might have been brilliantly nostalgic for millennials, a limited frame of reference could have potentially put off younger or older consumers – an important note for marketers to remember. </p> <h3>Creating shareable content</h3> <p>As well as helping to ease stress, feelings of nostalgia can also make people feel more socially connected to others and even increase the enjoyment of another’s company. This explains why brands commonly use nostalgia to drive social content, capitalising on the consumer’s natural instinct to share it with friends and family.</p> <p><a href="https://econsultancy.com/blog/68426-a-brand-that-loves-you-how-buzzfeed-uses-empathy-to-connect-with-its-audience/" target="_blank">Buzzfeed</a> is a great example of this. Alongside main verticals like ‘news’, ‘food’ and ‘politics’, it even has a ‘rewind’ category. Described as a ‘digital time machine’, it only creates content that harks back to moments and niche topics within mainstream media.</p> <p><img src="https://assets.econsultancy.com/images/0008/4312/Buzzfeed.JPG" alt="" width="760" height="649"></p> <p>Other brands also use this to enhance digital content on social channels, for instance, jumping on hashtags like #TBT (throw-back Thursday) to regularly engage an audience.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/hashtag/ThrowbackThursday?src=hash">#ThrowbackThursday</a>: Sunshine on a cloudy day in a BMW 3.0 CSL. <a href="http://t.co/PXCHN2XK3Q">pic.twitter.com/PXCHN2XK3Q</a></p> — BMW USA (@BMWUSA) <a href="https://twitter.com/BMWUSA/status/408726739838595072">December 5, 2013</a> </blockquote> <h3>Combining the past and present</h3> <p>While nostalgia is clearly an effective tool for capturing consumer interest, it can be even more effective when it is combined with innovation. The <a href="https://econsultancy.com/blog/68060-what-brands-can-learn-from-nintendo-s-digital-transformation-and-pokemon-go/" target="_blank">popularity of Pokémon Go</a> perfectly demonstrates this. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Have you hatched one of the seven recently found Pokémon, originally discovered in the Johto region? <a href="https://twitter.com/hashtag/PokemonGetUpAndGO?src=hash">#PokemonGetUpAndGO</a> <a href="https://t.co/23LbljYJFJ">pic.twitter.com/23LbljYJFJ</a></p> — Pokémon GO (@PokemonGoApp) <a href="https://twitter.com/PokemonGoApp/status/823655346304643072">January 23, 2017</a> </blockquote> <p>Not only did the game resurrect a much-loved childhood phenomenon, but by placing it in the context of everyday modern life – and merging it with real-time augmented reality - consumers were able to experience it in an entirely new way. </p> <p>Fashion and apparel brands tend to also use this technique, often putting a decidedly modern spin on a retro or classic trend. Footwear brand LA Gear, which once worked with the likes of Michael Jackson and Paula Abdul, relaunched in 2015 with a collaboration with rapper Tyga.</p> <p>Lastly, we’ve also seen the likes of Adidas and Doc Martens revamp previously popular products for the modern consumer.</p> tag:www.econsultancy.com,2008:BlogPost/68846 2017-03-01T14:46:59+00:00 2017-03-01T14:46:59+00:00 Three effective ways pharma brands have used Facebook for marketing Patricio Robles <h3>VAYA Pharma buys targeted Facebook ads</h3> <p>To market Vayarin, a prescription "medical food" used in the dietary management of attention-deficit/hyperactivity disorder (ADHD), VAYA Pharma <a href="http://www.dmnews.com/social-media/pharma-company-succeeds-using-social-media/article/638864/">turned to</a> social marketing firm Adaptly, which determined that Facebook, thanks to its targeting capabilities, was the ideal platform on which VAYA could reach parents who have children with ADHD.</p> <p>Adaptly's campaigns, which used Facebook Link Ads and the Facebook Audience Network, ran between May and July 2016 and targeted parents between the ages of 35 and 54. Keyword interest categories were used to identify interest in ADHD.</p> <p>The result: the campaigns delivered nearly 100,000 visitors to the VAYA's Vayarin website and generated more than 270,000 downloads of the company's consumer-focused Vayarin infosheet. What's more, by using the Audience Network, which allows Facebook advertisers to target users outside of Facebook, Adaptly says that it was able to beat its target cost-per-link-click by nearly 50%.</p> <p><strong>Key takeway: </strong>Pharma companies looking to reach well-defined target audiences have plenty of opportunities to do so with Facebook's ad offerings.</p> <h3>Novartis supports a Facebook Live event</h3> <p>Big pharma doesn't have the best reputation these days, potentially making it even more difficult for pharma marketers to cut through the clutter when attempting to reach consumers directly through digital channels like social.</p> <p>But there are ways to deal with this, <a href="https://econsultancy.com/blog/68403-pharma-company-novartis-taps-facebook-live-event-to-promote-heart-failure-drugs/">as pharma giant Novartis demonstrated</a> when it teamed up with the American Heart Association and actress/singer Queen Latifah as part of its <em>Rise Above Heart Failure</em> initiative. One component of the initiative was a Facebook Live panel discussion featuring Queen Latifah and medical doctor Karol E. Watson, a professor of medicine/cardiology and the co-director of the UCLA Program in Preventive Cardiology.</p> <p><img src="https://assets.econsultancy.com/images/0008/0425/Screen_Shot_2016-10-17_at_17.13.28.png" alt=""></p> <p>Nearly 1,000 people tuned into the event, and the recording has since been viewed some 36,000 times. </p> <p><strong>Key takeaway:</strong> Pharma companies can gain positive exposure by creating or supporting the creation of informative and educational health content on Facebook. This includes Facebook Live content that is produced and distributed in partnership with other organizations.</p> <h3>Johnson &amp; Johnson builds a Facebook app</h3> <p>Facebook launched the Facebook Platform in mid-2007, giving third parties the opportunity to build apps that are integrated with Facebook for the first time ever.</p> <p>One of the earliest pharma companies to embrace the Facebook Platform was Johnson &amp; Johnson, which through a division of its Johnson &amp; Johnson Vision Care, Inc. subsidiary, <a href="http://www.marketwired.com/press-release/vistakonr-brings-acuminder-to-facebook-users-895672.htm">launched a Facebook application</a> for its Acuminder service, which sends important reminders to contact lens wearers. The Acuminder Facebook app, which is no longer active, allowed users to receive those reminders in their Facebook news feeds.</p> <p><img src="https://assets.econsultancy.com/images/0008/4222/acuminder.png" alt="" width="727" height="315"></p> <p>As of February 2009, Johnson &amp; Johnson said that nearly 20,000 users had signed up to receive Acuminder alerts, and that "bi-weekly contact lens wearers using Acuminder reported a marked improvement in their contact lens behavior."</p> <p><strong>Key takeaway:</strong> While Facebook apps are no longer the most prominent fixture on the service, Johnson &amp; Johnson's early embrace of the Facebook Platform to extend its Acuminder service to the world's largest social network demonstrates that pharma companies do have opportunities to deliver value to consumers through utilitarian apps. </p> tag:www.econsultancy.com,2008:BlogPost/68855 2017-03-01T14:20:00+00:00 2017-03-01T14:20:00+00:00 Mobile app usage grows by 28%: Where are users spending their time? Nikki Gilliland <p>But what kind of apps are they using exactly? Here are a few of the most interesting charts from Flurry’s report, along with a bit of insight into the findings. </p> <p>First, a bit of housekeeping. <a href="http://flurrymobile.tumblr.com/post/155761509355/on-their-tenth-anniversary-mobile-apps-start">The report</a> draws on Flurry’s global footprint, which includes 940,000 applications, across 2.1bn devices, in 10bn sessions a day.</p> <h3>Social and messaging apps reign supreme</h3> <p>In 2016, UK mobile users continued their rapid uptake of social media messaging apps, with usage in this category increasing by 46%. Globally, usage also increased by 44%, helping mobile to achieve a session growth of 69% year-on-year.</p> <p><img src="https://assets.econsultancy.com/images/0008/4275/UK_usage.png" alt="" width="780" height="434"></p> <p>So why are we using messaging apps even more than we used to? Flurry suggests that the ‘communitainment’ trend could be a factor – an awful term used to describe the act of sharing user-generated content on social media. </p> <p>As a result of this high usage, time spent in other apps – such as news or gaming – has naturally declined. Similarly, with a lot of messaging apps updating their range of emojis and adding sticker features, use of standalone personalisation apps has declined 46%. </p> <p>Retale recently reported that <a href="http://www.adweek.com/digital/chat-bots-are-winning-over-social-media-users-report/" target="_blank">58% of millennials</a> have interacted with a <a href="https://econsultancy.com/blog/68046-five-pioneering-examples-of-how-brands-are-using-chatbots/" target="_blank">chatbot</a> on social media in the past year, meaning AI could have also contributed to the rise of messaging apps. That being said, it’s unclear whether this percentage is due to brands capturing user’s attention or merely reaching people in the channels they already spend time in.</p> <h3>Daily habits linked to rise</h3> <p>Flurry found that the average mobile user spends around five hours a day on their smartphones, of which two hours are designated to social or messaging apps. </p> <p>Brits in particular are most active first thing in the morning as well as post-work, peaking at around 4pm and continuing until 10pm. This appears to be because, while other activities like watching television remain popular, many users are using more than one connected device at a time.</p> <p><img src="https://assets.econsultancy.com/images/0008/4274/Daily_habits.png" alt="" width="780" height="436"></p> <p>In fact, a recent <a href="https://www.consumerbarometer.com/en/graph-builder/?question=M9&amp;filter=country:united_kingdom" target="_blank">study by Google</a> shows that 65% of Brits also use a smartphone when watching television, once again highlighting the phenomenon known as second screening.</p> <p><img src="https://assets.econsultancy.com/images/0008/4273/Google_Devices.jpg" alt="" width="780" height="301"></p> <p>Meanwhile, real-time events have also helped to drive usage of mobile apps, such as sporting events like the Super Bowl. In Europe, app sessions for the sports category increased by a whopping 90% last year - a percentage largely put down to a jam-packed summer of sport including Wimbledon, the Euros and the Olympics.</p> <h3>Medium phones rivalling phablets in Europe</h3> <p>While Flurry’s previous report suggested that phablets (i.e. devices with screens between 5” and 6.9”) are dominating globally, it appears Europeans are still keeping hold of medium-sized devices, with the latter seeing a 47% market share in the UK.</p> <p>That being said, it’s been suggested that Europe will soon catch up, with phablet adoption set to grow to the point of eliminating small phones entirely. This is unsurprising, especially considering the global rise in shopping and utility apps, with many consumers turning to mobile devices for a multitude of practical purposes as well as entertainment.</p> <p><img src="https://assets.econsultancy.com/images/0008/4272/Phablets.png" alt="" width="780" height="436"></p> <p>For lots more information on this topic, be sure to check out Econsultancy’s <a href="https://econsultancy.com/reports/topics/mobile/" target="_blank">mobile-related research</a>.</p> tag:www.econsultancy.com,2008:BlogPost/68849 2017-03-01T09:34:00+00:00 2017-03-01T09:34:00+00:00 Three reasons to appreciate VisitScotland’s tourism website Nikki Gilliland <p>There’s a lot to appreciate about its tourism website, specifically. Here are just three things to whet your appetite. </p> <h3>Video storytelling</h3> <p>Video is at the heart of VisitScotland’s <a href="https://econsultancy.com/training/courses/content-strategy-editorial-planning-content-calendars-training/">content strategy</a> - you only have to visit the site to realise that. The current ‘Winter Cities’ video is a fine example, being prominently promoted on the homepage with a site-wide display. However, it’s the brand’s longer and more in-depth videos that I think are far more impressive.</p> <p>A video telling the story of a father and son who dive off the coast of Skye to catch scallops – ‘Ben’s Story’ is particularly well-done. It makes for a captivating insight into what it’s like to actually live and work in this clearly stunning part of Scotland.</p> <p>While the beauty of the landscape is well captured, it is the personal storytelling angle that elevates the video to another level. Ben’s genuine tone and heartfelt message is what truly engages the viewer.</p> <p><iframe src="https://www.youtube.com/embed/EHqQgKLuCLM?wmode=transparent" width="854" height="480"></iframe></p> <p>While other videos in the ‘story’ series are also worth watching, VisitScotland’s use of 360 video stands out, particularly due to how its combines both personal elements and visually arresting views.</p> <p>Essentially, each video allows the viewer to be taken on a journey with the group involved, providing them with a real insight into what it’s actually like to walk up Arthur’s Seat or climb Ben Nevis.</p> <p><iframe src="https://www.youtube.com/embed/UouboTUbL1Q?wmode=transparent" width="854" height="480"></iframe></p> <h3>Interactive user experience</h3> <p>The main VisitScotland website uses interactive maps to bring the country to life, in turn creating a fluid and enjoyable user experience. By breaking down Scotland’s various regions in such a visual and intuitive way, it means users are more likely to browse around for longer.</p> <p><img src="https://assets.econsultancy.com/images/0008/4229/Map_of_Scotland.JPG" alt="" width="780" height="351"></p> <p>Instead of reading in-depth descriptions, uses can simply click on a part of the map to discover snapshots and general highlights, such as Inverness being known for its ancestry and battlefields.</p> <p><img src="https://assets.econsultancy.com/images/0008/4230/Inverness.JPG" alt="" width="600" height="733"></p> <p>This type of design also facilitates planning, with users then naturally inclined to delve deeper into the locations to discover specifics like accommodation and activities.</p> <p>This also means it’s pretty easy to get lost on the site – in a good way that is. You could be looking at the general map of Peebles, for example, before getting distracted by a personal blog about salmon fishing in the area. By creating and customising in-depth content for each location, VisitScotland is able to hone in on the individual’s personal interests and travel preferences. </p> <p><img src="https://assets.econsultancy.com/images/0008/4231/Peebles.JPG" alt="" width="760" height="505"></p> <h3>Community involvement</h3> <p>Instead of simply promoting the location itself, VisitScotland also encourages user-generated content with its <a href="https://econsultancy.com/blog/68720-six-successful-examples-of-online-brand-communities/" target="_blank">dedicated online community</a>. Described as a place to ‘share experiences, pick up tips, ask questions and get insider advice’ – it serves as <a href="https://econsultancy.com/blog/65722-18-highly-effective-examples-of-social-proof-in-ecommerce/">social proof</a> for potential visitors, as well as helping to enhance general brand perception.</p> <p><img src="https://assets.econsultancy.com/images/0008/4232/Community.JPG" alt="" width="760" height="352"></p> <p>Online reviews are one of the most trusted sources of information for consumers, with many ranking first-hand experiences and opinions above any type of brand promotion.</p> <p>There are endless threads on the VisitScotland community, ranging from discussions about planning a cycle tour to frivolous subjects such as tips for Harry Potter fans. This type of <a href="https://econsultancy.com/blog/67547-10-excellent-examples-of-user-generated-content-in-marketing-campaigns/" target="_blank">user-generated content</a> is invaluable for travel brands, helping to continue the cycle of interest and engagement from potential and previous visitors. </p> <p>Finally, it also encourages sharing on social media, with the #ScotSpirit hashtag generating support from other tourism brands as well as content from everyday users.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Beautiful views over the Hoy Hills in <a href="https://twitter.com/hashtag/Orkney?src=hash">#Orkney</a> today thanks to a little bit of white stuff <a href="https://twitter.com/hashtag/ScotSpirit?src=hash">#ScotSpirit</a> <a href="https://twitter.com/hashtag/uksnow?src=hash">#uksnow</a> <a href="https://t.co/FcXr8x7CBH">pic.twitter.com/FcXr8x7CBH</a></p> — orkney.com (@orkneycom) <a href="https://twitter.com/orkneycom/status/830043980133986304">February 10, 2017</a> </blockquote> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/67952-five-tourism-websites-guaranteed-to-give-you-wanderlust/" target="_blank">Five tourism websites guaranteed to give you wanderlust</a></em></li> <li><em><a href="https://econsultancy.com/blog/68604-why-ugc-is-the-future-of-social-media-in-travel-and-tourism-marketing/" target="_blank">Why UGC is the future of social media in travel and tourism marketing</a></em></li> <li><em><a href="https://econsultancy.com/blog/66156-12-insanely-beautiful-travel-and-leisure-websites/" target="_blank">12 insanely beautiful travel and leisure websites</a></em></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68834 2017-02-24T13:51:16+00:00 2017-02-24T13:51:16+00:00 All the digital news stories you missed this week Nikki Gilliland <h3>Instagram lets you upload multiple photos and videos at once</h3> <p>Instagram has introduced a new carousel feature so that users can upload multiple photos and videos in a single post.</p> <p>It’s based on the notion that it’s difficult to choose just one photo from an experience, so now users can choose to include up to 10 photos or videos, which followers can swipe through to view.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Surprise! Now you can share up to 10 photos and videos in one Instagram post! <a href="https://t.co/OpBAUxcmJ4">https://t.co/OpBAUxcmJ4</a> <a href="https://t.co/U2u0OmBJln">pic.twitter.com/U2u0OmBJln</a></p> — Instagram (@instagram) <a href="https://twitter.com/instagram/status/834433357366833152">February 22, 2017</a> </blockquote> <h3>Republicans release report detailing A/B testing for Trump campaign</h3> <p>Apparently, Donald Trump’s website generated more online revenue per visitor when it used pictures of Trump giving two thumbs up than any other photo.</p> <p>This is just one snippet of information from the RNC Testing Booklet – a report that details information about the A/B testing undertaken by the Republican’s digital team throughout Trump’s campaign. You can read the <a href="https://www.scribd.com/document/336800205/RNC-Testing-Booklet">full report here</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/4135/Trump.JPG" alt="" width="400" height="648"></p> <h3>WhatsApp introduces ‘Status’ feature</h3> <p>WhatsApp has introduced ‘Status’ – a new feature that allows users to share disappearing photos and videos. It enables users to send contacts photos, GIFs or videos overlaid with drawings, emojis or captions, before the content will disappear after 24 hours.</p> <p>So, what will this mean for Snapchat? Read more about that <a href="https://econsultancy.com/blog/68830-will-snapchat-suffer-from-whatsapp-s-new-status-feature/" target="_blank">here</a>.</p> <h3>Snap starts selling spectacles online</h3> <p>So far, Snap’s video-recording glasses have only been available from special vending machines in surprise locations and from an NYC pop-up. Now, the brand has begun selling them online to US consumers for the sum of $129.99.</p> <p>The move comes ahead of the brand’s March IPO, where the company is seeking a valuation of up to $22bn.</p> <p><img src="https://assets.econsultancy.com/images/0008/4134/Spectacles.JPG" alt="" width="680" height="412"></p> <h3>Apple buys iCloud.net domain</h3> <p>Apple has taken ownership of iCloud.net – a domain formerly associated with a small-scale Asian social network – in a bid to eliminate market confusion over its cloud software services. Apple has refused to comment on the deal, meaning the financial details (and what it plans to do with the domain) remain unknown.</p> <h3>Uber writes to users trying to delete their accounts  </h3> <p>Uber has come under fire once again, this time for allegations made by a former employee about sexual harassment and discrimination within the company. The news has come less than a month after the #DeleteUber campaign, following the firm’s airport price surging controversy.</p> <p>With users once again trying to delete their accounts, Uber has responded by sending out a formal letter in response, explaining its position on Susan Fowler’s allegations (see below).</p> <blockquote class="twitter-tweet"> <p lang="und" dir="ltr"><a href="https://twitter.com/Bro_Pair">@Bro_Pair</a> <a href="https://twitter.com/Uber">@Uber</a> <a href="https://twitter.com/hashtag/deleteuber?src=hash">#deleteuber</a> <a href="https://t.co/QAWOX87Wtj">pic.twitter.com/QAWOX87Wtj</a></p> — Mr. To Damn Good (@FamousCeleb) <a href="https://twitter.com/FamousCeleb/status/834567373214539776">February 23, 2017</a> </blockquote> <h3>Facebook Messenger users can now chat to Christian Grey </h3> <p>On the back of the release of the <em>Fifty Shades Darker</em> movie<em>,</em> PersonaBots.com has created a Christian Grey character for Facebook Messenger. Kudos to the person who raised <em>that</em> mid-meeting.</p> <p>Bringing fans’ fantasies to life (well, sort of) the bot’s raunchy chat culminates in talk of the famous Red Room. As you might expect, it’s decidedly NSFW, so the below screenshot is all you’re getting.</p> <p><img src="https://assets.econsultancy.com/images/0008/4133/Christian_Grey_chatbot_2.JPG" alt="" width="501" height="611"></p>