tag:www.econsultancy.com,2008:/topics/facebook Latest Facebook content from Econsultancy 2016-09-29T11:35:00+01:00 tag:www.econsultancy.com,2008:BlogPost/68336 2016-09-29T11:35:00+01:00 2016-09-29T11:35:00+01:00 Content marketing at The British Library: Is it as easy as it sounds? Nikki Gilliland <p>You'll find the video interviews in full below, handily divided into two parts as we know people have short attention spans these days.</p> <p>Or, you can scroll down to read some of the highlights of what he said.</p> <p><em><strong>Part one</strong></em></p> <p><iframe src="https://www.youtube.com/embed/Dhb6Iuyt2I4?wmode=transparent" width="854" height="480"></iframe></p> <p><em><strong>Part two</strong></em> </p> <p><iframe src="https://www.youtube.com/embed/hfCohNN352M?wmode=transparent" width="854" height="480"></iframe></p> <h3>What is your role?</h3> <p>My job is to extend the library’s reach, so that means bringing more people to our building here at St. Pancras and online to our website.</p> <p>It’s also to increase engagement amongst our users - getting people to use the collections that we have (again both online and offline), and ultimately to generate revenue.</p> <p>We want more people to be buying from us, so that means retail sales and ticket sales and so on.</p> <h3>What is the British Library’s content strategy?</h3> <p>In short, it is about owning the domain.</p> <p>Essentially that means becoming the natural destination for the thing our customers are looking for.</p> <p>At a high level that’s pretty easy – we want to be the home of medieval history or English literature. These things fit really nicely with our audience’s brand perceptions.</p> <p>However, below that, we need to be challenging those audience perceptions.</p> <p>For example, the library has an extensive patents collection, which makes us a great destination for researching and developing your next great business idea. </p> <p>With these things we need to work a bit harder on the <a href="https://econsultancy.com/training/courses/digital-content-strategy/">content strategy</a>.  </p> <p><img src="https://assets.econsultancy.com/images/0007/9565/British_Library_business.JPG" alt="" width="780" height="424"></p> <h3>Is content marketing for the British Library as easy as we all think it is?</h3> <p>Anyone who believes in <a href="https://econsultancy.com/blog/67985-what-is-the-future-of-content-marketing/" target="_blank">content marketing</a> would kill to work somewhere like the British Library, because you’re working with such unique items and a world class collection.</p> <p>But there are challenges around that.</p> <p>Metaphorically, we say that the British Library has 150m items, so when you’ve got 150m things to talk about, just working out where you start is a big problem.</p> <p>But we’re getting really good at that, with the marketing team working with the curatorial team as well as the library’s expert bloggers, getting together regularly and bringing to life these incredible stories.</p> <h3>What channels are the most effective for bringing the British Library to life?</h3> <p>The channels we find most effective vary for different things.</p> <p>We find Twitter and Facebook particularly effective for audience engagement, so surprising people with what we’ve got and getting them interested in using it.</p> <p>And we do that through features like item of the week and #onthisdayinhistory.</p> <p>When it comes to more of the commercial measures, we find some of the performance channels most effective, so <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">PPC</a> and paid social etc. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">It's <a href="https://twitter.com/hashtag/InternationalRabbitDay?src=hash">#InternationalRabbitDay</a> and they're all over our collection! <a href="https://t.co/S16j1DS1EL">https://t.co/S16j1DS1EL</a> <a href="https://t.co/F91ft0o9g1">pic.twitter.com/F91ft0o9g1</a></p> — The British Library (@britishlibrary) <a href="https://twitter.com/britishlibrary/status/779621696533921792">September 24, 2016</a> </blockquote> <h3>Do you think there’s an appetite for <a href="https://econsultancy.com/blog/66656-eight-examples-of-effective-emotional-video-content" target="_blank">video content</a> among your audience, or are you sceptical about it?</h3> <p>I’m not sceptical about the audience’s appetite for great video content, but for the time being, I think the priority for the British Library is the words and pictures.</p> <p>As we build the muscle for content marketing, we should be able to move quite naturally into video, and in fact we are doing a lot of that.</p> <p>We have fantastic speakers who come here week in, week out, and we are already experimenting with capturing that and distributing it to a much larger audience than the 250 people in our theatre.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fbritishlibrary%2Fvideos%2F10154492014972139%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>Are you experimenting with new distribution platforms, such as personal messaging services?</h3> <p>We’re experimenting with distribution all the time, but the remit of this content and community team is not just the content development – it’s the distribution of that content.</p> <p>So, we’re always trying new things, like native advertising and more paid social. Everything that we do has that multi-channel mix.</p> <p>We look at the performance afterwards and figure out what works well, as well as what we can do better.</p> <p><em><strong>Find out more about the British Library’s content strategy by attending <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">the Festival of Marketing</a> in London on October 5-6.</strong></em></p> tag:www.econsultancy.com,2008:BlogPost/68332 2016-09-27T14:43:00+01:00 2016-09-27T14:43:00+01:00 Should marketers be more concerned about Facebook's video metrics faux pas? Patricio Robles <p>By some estimates, Facebook and its arch rival Google now account for upwards of 80% of every dollar spent on digital ads. </p> <p>On Friday, David Fischer, Facebook's VP of Business and Marketing Partnerships, acknowledged the existence of a "discrepancy" and <a href="https://www.facebook.com/business/news/facebook-video-metrics-update">explained</a>...</p> <blockquote> <p>About a month ago, we found an error in the way we calculate one of the video metrics on our dashboard – average duration of video viewed.</p> <p>The metric should have reflected the total time spent watching a video divided by the total number of people who played the video.</p> <p>But it didn’t – it reflected the total time spent watching a video divided by only the number of “views” of a video (that is, when the video was watched for three or more seconds). And so the miscalculation overstated this metric. </p> </blockquote> <p>According to Fischer, this issue has been addressed, and he was clear to reassure marketers that "this miscalculation has not and will not going forward have an impact on billing or how media mix models value their Facebook video investments."</p> <h3>Marketers respond</h3> <p>Despite the fact that Facebook's mistake didn't have negative billing implications, there is no doubt that it looks bad for Facebook and has led some to question whether it will dent the social network's relationship with marketers.</p> <p>Not surprisingly, Facebook quickly found itself the subject of sharp criticism. </p> <p>WPP CEO Sir Martin Sorrell used "Overstategate" <a href="http://www.adweek.com/agencyspy/sir-martin-sorrell-has-harsh-words-for-facebooks-fake-data-in-overstategate/117517">to call on Facebook</a> to provide its data for independent verification, and an unnamed Publicis executive reportedly told clients "two years of reporting inflated performance numbers is unacceptable" in a memo.</p> <p>But as TechCrunch's Josh Constine <a href="https://techcrunch.com/2016/09/23/which-social-media-metrics-matter/">points out</a>, some marketers have stepped up to defend Facebook, arguing that the mistake wasn't all that consequential and suggesting that marketers are a fairly sophisticated bunch when it comes to keeping tabs on their social efforts.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/jasonwstein">@jasonwstein</a> whole thing is silly. Full data by sec has always been available. We always look at 30 for comp 2 YT &amp; 10 for Nielsen benchmark</p> — Azania Andrews (@jewelazania) <a href="https://twitter.com/jewelazania/status/779159828480528385">September 23, 2016</a> </blockquote> <h3>Reasons marketers should care</h3> <p>Are those downplaying Facebook's mistake justified in doing so, or is the concern legitimate?</p> <p>Here are a few reasons why marketers should care about Overstategate.</p> <h4>1. Apparently, nobody noticed</h4> <p>Despite the fact that Facebook's errant calculation of the Average Duration of Video Viewed may have overestimated this metric by a whopping 60% to 80%, it went unnoticed for two years.</p> <p>Which begs the question: why, apparently, didn't marketers notice?</p> <p>Given the magnitude of Facebook's miscalculation, one might have expected observant marketers to have caught on to major differences between the average durations reported on Facebook versus other platforms, unless other platforms perform significantly better than Facebook in this area, which seems unlikely.</p> <p>Was nobody looking at this metric? Were marketers asleep at the wheel?</p> <p>Did they not care as long as the metrics looked good and they kept getting budget? Did marketers fail to read the manual, as Kalev Leetaru <a href="http://www.forbes.com/sites/kalevleetaru/2016/09/24/the-media-got-it-wrong-what-facebooks-video-ads-issue-tells-us-about-big-data-metrics/">argued</a>? Or something else?</p> <h4>2. It's not without potential consequence</h4> <p>Even though Facebook's mistake didn't have billing implications, as The Wall Street Journal notes, it could have made Facebook look like a more attractive channel and influenced spending decisions.</p> <p>This is particularly true for less sophisticated marketers who rely on the vanity metrics Facebook highlights to them.</p> <p>This in and of itself is cause for concern.</p> <h4>3. Facebook isn't direct response only</h4> <p>Many marketers downplaying the Facebook error point out that metrics like Average Duration of Video Viewed are often not the primary metrics they focus on.</p> <p>One told TechCrunch...</p> <blockquote> <p>...most advertisers see reach and view time as secondary or even tertiary metrics.</p> <p>When determining whether something is working, we typically focus on actions like clicks or conversions.</p> </blockquote> <p>The problem with this is that not all marketers using Facebook are using it as a channel for direct response, so determining the efficacy of campaigns isn't always as easy as drawing a straight line between dollars spent and clicks or conversions.</p> <p>Video in particular is being widely used by major brands in social channels to drive brand awareness, so metrics like reach and Average Duration of Video Viewed are far more important than some seem to believe.</p> <h3>Other miscalculations could be lurking</h3> <p>The biggest reason that marketers should be concerned about Facebook's faux pas is that they don't know what other miscalculations could be lurking behind the metrics that they're using.</p> <p>Marketers "own" fewer and fewer of the channels and platforms they rely on, and rarely have access to the raw data that goes into the metrics third parties report to them.</p> <p>Furthermore, in many cases, their efforts on third-party services are aimed at driving engagement on those third-party services, as opposed to driving action on properties they own, so it's increasingly difficult to close the loop.</p> <p>While programs like <a href="https://www.facebook.com/business/news/new-ad-viewability-partners">Facebook's ad viewability verification</a> help, not all marketers work for companies that have the resources to take advantage of these, and clearly those that do don't feel that they should be paying extra for them.</p> <p>That means large numbers of marketers, particularly those working for SMBs, are looking at and in many cases making important decisions based on metrics that come out of black boxes.</p> <p>Black boxes that may very well not be working properly 100% of the time.</p> <p>That, no matter what, is a big problem.</p> tag:www.econsultancy.com,2008:BlogPost/68290 2016-09-14T15:15:00+01:00 2016-09-14T15:15:00+01:00 Brands too dependent on Facebook organic reach: study Patricio Robles <p>That's according to <a href="http://www.campaignlive.com/article/facebook-97-brands-rely-organic-reach-says-bbdo-study/1408492">a study</a> published by BBDO Worldwide, which found that of the 100 brands with the most engagement on Facebook, only 3% were engaging in paid promotion of 80% or more of their Facebook posts.</p> <p>This is problematic according to Julian Cole, BBDO's head of communications planning, because "organic reach on Facebook is dead."</p> <p>Indeed, clients of social media publishing platform provider SocialFlow <a href="https://econsultancy.com/blog/68164-publishers-turn-to-video-to-offset-organic-reach-drop-on-facebook">saw their reach per post on Facebook drop by a whopping 42%</a> between January and May of this year alone.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7850/socialflowmediafbreachperpost-blog-flyer.jpg" alt="" width="470" height="257"></p> <p>Of the brands BBDO looked at, a full 15%, including brands like Pizza Hut, Dove and Pringles, didn't use paid promotion for any of their Facebook posts.</p> <p>The top 3% of brands, on the other hand, made extensive use of paid promotion.</p> <p>For example, Starbucks put money behind 97% of its Facebook posts during the period between May and July, while Cadbury Dairy Milk promoted every one of its four Facebook posts during the same period.</p> <h3>Looking at the wrong metrics</h3> <p>Why are the majority of brands still relying so heavily on organic reach on Facebook?</p> <p>According to BBDO's Cole, many are probably focusing on the wrong metrics, specifically those related to engagement, such as comments and likes.</p> <p>But "the people who like posts, who like brand posts, like lots of things on Facebook," Cole stated.</p> <p>Frequently, BBDO found, those who engage at a higher clip aren't even those the brands are targeting.</p> <p><img src="https://assets.econsultancy.com/images/0007/9124/bbdo.png" alt="" width="634" height="360"></p> <p>In many cases, the consumers brands are targeting haven't liked their Facebook Pages, and thus are unlikely to be reached organically.</p> <p>Cole refers to these as "light buyers" and points out that they can be critical to moving the needle...</p> <blockquote> <p>When you look at where you actually grow, it’s actually the light buyers, people who buy your product once or twice a year.</p> <p>So you think of Pepsi, it’s not the person who drinks like, three glasses a day. It’s the person who drinks it once or twice a year is where you see your volume growth.</p> </blockquote> <p>Unfortunately, because brands have been conditioned to focus on engagement metrics, many are just now learning that their campaigns on Facebook might not be reaching who they need to reach in the first place.</p> <p>BBDO says that it's working with clients to help them understand this, and as this knowledge becomes more widespread, it could help Facebook grow its ad business even further.</p> <p><em>Further reading:</em></p> <ul> <li> <a href="https://econsultancy.com/blog/68164-publishers-turn-to-video-to-offset-organic-reach-drop-on-facebook/">Publishers turn to video to offset organic reach drop on Facebook</a> </li> </ul> tag:www.econsultancy.com,2008:BlogPost/68224 2016-09-09T13:17:24+01:00 2016-09-09T13:17:24+01:00 How should brands plan their content distribution strategy? Nikki Gilliland <p>When it comes to creating <a href="https://econsultancy.com/training/courses/digital-content-strategy/">a successful content strategy</a>, clever distribution plays an increasingly important part.</p> <p>We recently sat down with Jack Swayne, Chief Strategy and Analytics Officer at iProspect, to get his thoughts on how brands should plan content distribution strategies. </p> <p>You can watch the video in full, or read my three key takeaways below.</p> <p><iframe src="https://www.youtube.com/embed/V8IfPHyyNFQ?list=PL1-kPkZBw50G5af50RWyZQktGWjOkGxLI&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3><strong>1. Determine how the target audience typically engages</strong></h3> <p>Not everyone accesses content in the same way.</p> <p>When it comes to social media for example, there are two distinct groups. </p> <p>First, there are <strong>the spectators</strong> - people who use social networks to passively view content but not contribute.</p> <p>Perhaps they use it to keep up with friend’s photos, but wouldn’t ever comment on a brand post.</p> <p>Then there are <strong>the commentators</strong> – those who actively engage by commenting and participating in discussions.</p> <p>These people are more likely to use multiple platforms, such as Twitter and Instagram, and have a heavier social media presence overall.</p> <h3><strong>2. Shape strategy according to audience behaviour</strong></h3> <p>By using data to find out who an audience segment is as well as how they behave online, brands can directly shape a more successful strategy. </p> <p>From the type of content used, whether it be video or a text-based article, to when and where the content is published – brands should always consider the target consumer first.</p> <p>This type of strategy is far more effective than blindly hoping content stays at the top of news feeds.</p> <h3><strong>3. Use the right KPIs</strong></h3> <p>Another way for brands to effectively plan content distribution is to ensure the right KPIs are being used to measure success.</p> <p>Take social for example, where Facebook shares and Likes are typically the scale on which success is measured.</p> <p>However, if a brand’s target audience happens to be those in the spectator category, it’s highly unlikely that they will engage with it in this way. </p> <p>As a result, this would be the wrong type of measurement to use.</p> <p>Of course, that’s not to say that Facebook shares are not valuable, but this would not be indicative of how a particular segment is engaging. </p> <p>Instead, measuring it against a different KPI, such as click-throughs to a brand website, could prove far more insightful.</p> <p><strong>You'll find more interviews like this one <a href="https://www.youtube.com/playlist?list=PL1-kPkZBw50G5af50RWyZQktGWjOkGxLI" target="_blank">here</a>.</strong></p> tag:www.econsultancy.com,2008:BlogPost/68175 2016-08-18T15:17:00+01:00 2016-08-18T15:17:00+01:00 Will Facebook’s artificial image creation solve our stock photo woes? Dr Janet Bastiman <p style="text-align: justify;">Imagine if you could find the image you have in your head, immediately, without having to search through your content library?</p> <p style="text-align: justify;">What if there was a way to search for your image online in real time? Where you could just describe what you wanted and a perfect high-definition image was returned to you within seconds? </p> <p style="text-align: justify;">While we are able to imagine any situation, we currently rely on manual photo manipulation to turn this into an image that we can share.</p> <p style="text-align: justify;">But could we get to a point where we ask our computer: “Show me a picture of me riding a bicycle on Mars,” and a realistic representation is produced?</p> <p style="text-align: justify;">That’s why marketers value creative photographers so highly.</p> <p style="text-align: justify;">And there is no doubting the value a modern genius like Rankin has brought to campaigns as celebrated as Dove’s major worldwide hit campaign ‘Real Women’.  </p> <p><img src="https://assets.econsultancy.com/images/0007/8209/rankin_dove.jpg" alt="" width="700" height="362"></p> <p style="text-align: justify;">Some of the most exciting research I have seen in this area is coming out of the Facebook Artificial Intelligence Team and is based around artificial image creation. </p> <p style="text-align: justify;">Facebook’s team is trying to create 100% computer-generated images that fool humans into thinking that they’re real. </p> <p style="text-align: justify;">In 2015, Facebook published some <a href="http://arxiv.org/pdf/1506.05751v1.pdf">results</a><a title="" name="_ednref1"></a> which indicated that it could create very small images (64x64px) of landscapes from a random 8x8px grid. </p> <p style="text-align: justify;">When those images tested alongside real images downscaled to the same size, the artificial images were judged to be real 40% of the time by the test panel. </p> <p style="text-align: justify;"><img src="https://assets.econsultancy.com/images/0007/8596/Facebook-Deep-Generative-Image-Models.jpg" alt="" width="780" height="425"> </p> <p style="text-align: justify;">Earlier <a href="https://arxiv.org/pdf/1511.06434.pdf">this year</a><a title="" name="_ednref2"></a>, the team built on their earlier success by generating more complex scenes, including bedrooms.  </p> <p style="text-align: justify;">While the images were still very small, they do look very realistic as the examples above show and it feels like we are on the edge of a breakthrough in this field.  </p> <p style="text-align: justify;">Personally I expect within the next 6-12 months we’ll start to see images at a larger resolution and slowly there will be the ability to create a realistic image from a text description.</p> <p style="text-align: justify;">There is no doubt that this is a very exciting area of research and, while it is a few years away from practical application, it’s something we should watch closely. </p> <p style="text-align: justify;">Until then I don’t see any immediate move away from human-generated content.</p> <h3 style="text-align: justify;">User-generated content</h3> <p style="text-align: justify;">One of the best ways of currently finding an image for your campaign that resonates with your target audience is by using user-generated content (UGC).</p> <p style="text-align: justify;">UGC is one of the most trusted forms of marketing; from YouTube stars promoting products to companies paying people to push their content on social media, this is a form of marketing that actually drives measurable sales.</p> <p style="text-align: justify;">UGC is more trusted and more effective for a company than traditional advertising and with new methods popping up all the time, it looks set to continue.</p> <p style="text-align: justify;">Using on-open live UGC in email can result in a 43% increase in click-through rates, up to 3x conversion rate improvement, and 86% consumer trust rating as an indicator of product/service quality.</p> <p style="text-align: justify;">Studies show that UGC is 50% more trusted than any other content<a title="" name="_ednref3"></a> and, combined with brand content, can result in a more authentic, personalised and connected <a href="https://econsultancy.com/training/courses/creating-superior-customer-experiences/">customer experience</a>.</p> <p style="text-align: justify;">One large brand already using UGC in their summer email and social campaign <em>#myholidayhabits</em> is Teletext Holidays, the UK’s longest established digital travel agency in the UK, with nearly 300,000 customers last year.</p> <p style="text-align: justify;">Kelly Maher, Head of CRM at Teletext Holidays explains: “Since using UGC, we have seen an unprecedented 2x increase in customer engagement in our campaigns.</p> <p style="text-align: justify;">"My team and I are now able to use up-to-the-second user generated content from all major social channels including Facebook, Instagram, Pinterest and Twitter to populate our emails with truly personalised, highly engaging content for every user on-open.”</p> tag:www.econsultancy.com,2008:BlogPost/68046 2016-08-18T14:15:04+01:00 2016-08-18T14:15:04+01:00 Five pioneering examples of how brands are using chatbots Patricio Robles <h3>Sephora</h3> <p>Earlier this year, beauty brand Sephora launched a chatbot on Kik, a popular messaging app.</p> <p>The chatbot prompts Kik users who message it to provide more information about themselves through a quiz, and then offers personalised beauty tips, product recommendations and reviews.</p> <p>In addition, Kik users can purchase products that are referenced in chat without leaving the Kik app.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7478/kiksephora-blog-flyer.png" alt="" width="298" height="529"></p> <p>While Sephora's Kik chatbot obviously can't provide the same kind of experience the company's customers receive in-store, it saw Kik as a natural fit for reaching a key part of its customer base.</p> <p>"Through our partnership with Kik, we saw an opportunity to engage with new and existing clients, particularly with the highly mobile/connected audience of Gen-Z and younger millennials, through a fun, new social platform," the company stated.</p> <h3>Uber</h3> <p>Need a ride? Well if you're among the 1bn people who use Facebook Messenger, then you can hail an Uber using a chatbot within the messaging app.</p> <p>Rides can be requested by starting a conversation with the Uber chatbot, which will also provide status updates.</p> <p>In addition, Uber's integration allows users to request rides from within their Facebook Messenger conversations with other users by clicking on an address.</p> <p><iframe src="https://www.youtube.com/embed/Dj4f1d-EZy4?wmode=transparent" width="560" height="315"></iframe></p> <h3>HealthTap</h3> <p>Chatbot experiences often leave a lot to be desired, and while this will almost certainly improve as AI technology advances, there is an opportunity for services that combine human and computer interaction.</p> <p><iframe src="https://player.vimeo.com/video/162458358" width="640" height="360"></iframe></p> <p>Case in point: Digital health upstart HealthTap allows Facebook Messenger users to connect with more than 100,000 real doctors.</p> <p>But understanding that many of the questions those users might ask have been asked and answered before, the company has added chatbot functionality to its Messenger integration.</p> <p>When users ask a question, HealthTap's bot searches for similar questions and can provide past answers that might be useful before it offers to send the user's question to its network of doctors.</p> <h3>Bank of America</h3> <p>Bank of America is working with Facebook to build a Messenger chatbot that will "help clients stay connected to their finances whenever and wherever they choose."</p> <p>Initially, the chatbot will provide functionality such as real-time alerts, but it's not hard to imagine a future in which bank chatbots provide customers with access to account data and allow them to perform transactions.</p> <p>In fact, chatbot MyKai - a "banking bot" that is available through Facebook Messenger, Slack, WhatsApp and SMS - already offers that functionality.</p> <p>Developed by Kasisto, a startup spun out of SRI International, which developed the technology behind Siri, the MyKai technology is <a href="http://www.wired.com/2016/06/new-banking-ai-now-chatbots/">already being used by</a> banks like Singapore-based DBS.</p> <p>RBS, <a href="https://www.engadget.com/2016/03/04/rbs-luvo-ai-chat-bot/">which developed its own technology</a>, also plans to put chatbots to work.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7483/mykai-hereswhat2-1-blog-flyer.png" alt="" width="313" height="565"></p> <h3>Pizza Hut</h3> <p>Those with a late night craving no longer have to think twice about picking up the phone to order a hot pie.</p> <p>Pizza Hut, the global restaurant chain that has over 15,000 locations, <a href="http://www.cnet.com/uk/news/pizza-huts-chat-bot-can-take-your-order-on-facebook-and-twitter/">now accepts orders through Facebook Messenger and Twitter chatbots</a>. </p> <p>For Pizza Hut, building chatbots was all about making it as easy as possible for customers to order food.</p> <p>"We are committed to our servicing our customers in the most convenient way and meeting them in the channels they already prefer," Baron Concors, Pizza Hut's Chief Digital Officer, explained.</p> <p>Facebook Messenger users who interact with the company's chatbot will be able to connect their Messenger accounts to their Pizza Hut accounts so that the chatbot will have access to their order history.</p> <p>This enables Pizza Hut to personalise offers and make it easy for customers to quickly reorder their favorite menu items.</p> <p>Rival pizza chain Domino's has also launched its own chatbot. Read <a href="https://econsultancy.com/blog/68184-domino-s-introduces-dom-the-pizza-bot-for-facebook-messenger/">Nikki Gilliland's review to find out more</a>.</p> tag:www.econsultancy.com,2008:BlogPost/68182 2016-08-12T14:23:23+01:00 2016-08-12T14:23:23+01:00 What can P&G and Facebook teach us about the reality of targeting and the future of TV ads? Bola Awoniyi <p>While the CPG giant has said that it won't be reducing its Facebook ad spend, it will be doing less targeted advertising, instead opting to spend more on TV campaigns.</p> <p>So why would P&amp;G be making this move in the face of trends that suggest TV viewership is going down, while Facebook and its catalogue of apps continue to eat up more of our attention?</p> <h3>Facebook targeting is amazing: if you aren't selling to everyone</h3> <p>You only need to look at your Facebook newsfeed to appreciate how well Facebook shows you content you want to consume, organic and paid.</p> <p>While many consumers continue to be entertained by family and friend updates, news on their favourite sports teams and media links, Facebook continues to work at its business, improving ad impressions by 49%.</p> <p>However, the most unique aspect of Facebook (and Instagram’s) ad offering does no favours for the likes of P&amp;G.</p> <p>According to P&amp;G CMO Marc Pritchard, the ability to deliver extremely targeted Facebook ads over-serves its needs:</p> <blockquote> <p>We targeted too much, and we went too narrow and now we’re looking at: What is the best way to get the most reach but also the right precision?</p> </blockquote> <p><a href="http://www.wsj.com/articles/p-g-to-scale-back-targeted-facebook-ads-1470760949">This WSJ article</a> goes on to illustrate this perfectly:</p> <blockquote> <p>P&amp;G two years ago tried targeting ads for its Febreze air freshener at pet owners and households with large families.</p> <p>The brand found that sales stagnated during the effort, but they rose when the campaign on Facebook and elsewhere was expanded last March to include anyone over 18.</p> </blockquote> <p>Targeting on Facebook had minimal impact for P&amp;G, but removing targeting revealed its unique reliance on a more blunt from of advertising.</p> <p>P&amp;G’s apparent need to reach “everyone” flies in the face of the general approach taken by many in the digital marketing community, but does provide a welcome lifeline to a stalwart of marketing past and present. </p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Ffebreze%2Fposts%2F10156979726370368%3A0&amp;width=500" width="500" height="608"></iframe></p> <h3>TV still has a place in the marketing mix, at least for now</h3> <p>Facebook’s over-serving of P&amp;G’s need highlights the inherent value in television, despite its general decline in viewership.</p> <p>P&amp;G knows TV extremely well. The <a href="http://uk.businessinsider.com/10-biggest-advertising-spenders-in-the-us-2015-7/#2-att-ad-spend-up-01-to-33-billion-att-was-also-ranked-in-the-top-biggest-b2b-marketers-last-year-alongside-microsoft-and-apple-according-to-adage-last-year-it-phased-out-its-long-running-its-not-complicated-campaign-in-favor-of-a-new-better-network-messaging-swapping-kid-brand-ambassadors-for-geeks-called-the-network-guys-9">top advertiser in terms of adspend in the US</a> (<a href="http://www.campaignlive.co.uk/article/1289560/top-100-uk-advertisers-bskyb-increases-lead-p-g-bt-unilever-reduce-adspend">and the second after BSkyB</a> in the UK), spent $1.4bn on US TV adverts in 2015 and plans to increase this number in future.</p> <p>More broadly, the CPG leader has built its business over the decades in large part by mastering brand awareness through television, such that when consumers go to the supermarket, they are highly likely to buy a P&amp;G product.</p> <p>The ability to laser-target consumers has rarely been seen as a problem, but this shows that it is relative.</p> <p>Facebook’s granularity “issue” makes it difficult to reach the masses effectively, whereas the effort and effectiveness of television advertising is a known entity to marketers with general use products and extremely large target audiences.</p> <h3>The investment in ROI doesn’t just refer to money</h3> <p>Of course, none of the above is to say that Facebook cannot deliver quality advertising.</p> <p>Its most recent financial results ($6.2bn in advertising sales in Q2, $2.1bn profit) and the countless case studies of businesses of all sizes being built on Facebook speak for themselves.</p> <p>However, in order for P&amp;G and similar organisations to truly make use of Facebook’s unique capabilities, it would have to create unique campaigns and creative for several different segments and sub-segments within its target market.</p> <p>The time, effort and resources that would be required to invest in creating the hundreds of thousands or millions of permutations of creative across all of its product lines, likely doesn’t seem to be worth it when television can reach roughly the same audience in one fell swoop.</p> <p><iframe src="https://www.youtube.com/embed/XjJQBjWYDTs?wmode=transparent" width="560" height="315"></iframe></p> <p>Much how P&amp;G has set up its entire business around the television, a similar effort and dedication would have to be made to fully utilise tools such as Facebook at that scale.</p> <p>It’s likely that P&amp;G may even be on its way to this: the organisation is known to have extensive relationships with both Google and Facebook, with the latter saying that its relationship with P&amp;G “grows each year”.</p> <p>Despite that growth, it would likely take a reorganisation of its business, alongside continued advances in AI and programmatic in order for P&amp;G to truly utilise Facebook’s platform at the required scale.</p> <h3>Will Facebook ever steal some of your TV ad spend?</h3> <p>It’s obvious that Facebook is gunning for at least a portion of the budgets allocated to television.</p> <p>Despite the continued growth of the digital advertising industry from $17bn in 2007 to $60bn as of last year, as well as Facebook’s own top and bottom line growth, television still garners the largest part of the advertising pie, <a href="http://variety.com/2016/digital/global/global-advertising-spend-rise-2016-1201735023/">estimated to be worth $579bn globally</a>.</p> <p>While its innovations around video (in particular Live) are seemingly directed at increasing user engagement, it’s not hard to imagine Facebook using this to wade further into the higher echelons of marketing budgets.</p> <p>However, if this episode between P&amp;G and Facebook is any indication, this won’t be easy.</p> <p>While Facebook video ultimately looks the same as TV, the back end is fundamentally geared towards Facebook’s trademark granularity.</p> <p>In addition, will users who have always seen a feed that is tailored to their interests all of a sudden be prepared to sit through the same blunt advertising as on TV, just because it looks the same?</p> <p>The chances of Facebook gaining a share of TV ad spend may have slipped slightly, but it certainly won’t stop trying. And we certainly won’t stop watching.</p> tag:www.econsultancy.com,2008:BlogPost/68142 2016-08-04T14:44:51+01:00 2016-08-04T14:44:51+01:00 Instagram Stories: what do marketers need to know? Patricio Robles <p>Here's what marketers need to know...</p> <h3>They are like Snapchat Stories, but (maybe) better</h3> <p>Instagram Stories are essentially a copy of Snapchat Stories, which <a href="https://econsultancy.com/blog/66015-eight-brands-experimenting-with-snapchat-for-social-marketing/">allow users to weave together a collection of photos and videos to create a narrative</a>. Instagram co-founder and CEO Kevin Systrom even publicly hinted that Snapchat was the inspiration for his company's newest feature.</p> <p>But some observers suggest that Instagram's implementation offers a better user experience.</p> <p>For instance, TheNextWeb's Owen Williams <a href="http://thenextweb.com/opinion/2016/08/03/everyone-says-instagram-stories-copied-snapchat-but-its-got-a-killer-feature/">wrote</a>, "Instagram took [Snapchat's] confusing interface and did what it’s always done best: Made it useful to the masses, with a number of improvements that make it far more enjoyable to use." </p> <p>If Williams is right, Instagram Stories could bring Snapchat-like storytelling to an even broader audience.</p> <p>Already, as AdAge <a href="http://adage.com/article/digital/instagram-stories-appeal-snapchat-brands/305317/">reported</a>, a Story published by Nike racked up 800,000 views in its first 24 hours according to its social media agency, Laundry Service. The iconic shoe brand's top video on Snapchat generated less than a tenth of that.</p> <p><img src="https://assets.econsultancy.com/images/0007/7738/Screen_Shot_2016-08-04_at_14.42.36.png" alt="instagram stories" width="591" height="347"></p> <p><em>Image via Instagram blog</em></p> <h3>Stories are temporary, but...</h3> <p>Like Snapchat Stories, Instagram Stories have an expiration date; they go away after 24 hours.</p> <p>Obviously, the ephemeral nature of Stories is a limitation for marketers, but this also creates opportunities for them to use Instagram and engage with their followers in new ways, such as posting more content and behind-the-scenes content for special campaigns and events.</p> <p>At a minimum, marketers can look at engagement metrics for content added to Stories (see below) to make more informed decisions about the content they post to Instagram generally.</p> <p>Instagram even makes it easy to take a photo or video that's part of a Story and publish it as a regular post, so marketers have a lot of flexibility to use content originally created for use with Stories beyond those Stories.</p> <h3>Filters are available</h3> <p>Filters are one of Instagram's most popular features, and they are available for use with content posted to Stories.</p> <p>Initially, seven filters are available, but it's likely that more will be added over time.</p> <h3>Measuring engagement is different</h3> <p>Stories don't have likes or public comments. These are popular metrics by which brands measure engagement on Instagram, so brands using Stories will need to be prepared to measure engagement differently for this content format.</p> <p>Fortunately, Instagram is giving marketers the ability to see how many views their Stories have racked up, and which specific users have viewed them, so they won't be without data.</p> <h3>Marketers can expect ad offerings to follow</h3> <p>Facebook has become a social media monetization machine, generating over $6bn in ad revenue last quarter.</p> <p>Its monetization efforts on Instagram have been ramping up with offerings like <a href="https://econsultancy.com/blog/66314-instagram-carousel-ads-gain-traction-as-social-content-marketing-gets-more-visual/">carousel ads</a>, and it probably won't be long before Instagram rolls out formal ad offerings built around Stories that will give marketers even more ways to use the new feature to engage consumers.</p> tag:www.econsultancy.com,2008:Report/4207 2016-07-27T21:00:00+01:00 2016-07-27T21:00:00+01:00 The Japan Digital Report <p><strong>The Japan Digital Report</strong> aims to provide background for marketers who are outside of Japan and currently marketing in Japan, thinking of launching a campaign there, or even just curious about the country and its digital landscape.</p> <p>Additionally, the report provides detailed information about marketing on LINE, the most culturally significant digital platform in Japan presently.</p> <p>Through the data, the charts and the commentary, the report will help marketers looking to make a case for investing more in the country and provide a foundation for further research.</p> <h2>Topics covered include:</h2> <ul> <li> <strong>Demographics.</strong> How does Japan compare to the rest of the world?</li> <li> <strong>Digital readiness.</strong> What is the current state of internet and mobile technology in the country?</li> <li> <strong>Digital landscape.</strong> What are the main web, social, search, video and ecommerce sites in the country, and how do they operate?</li> </ul> tag:www.econsultancy.com,2008:BlogPost/68075 2016-07-14T15:17:07+01:00 2016-07-14T15:17:07+01:00 Who will win the live-streaming battle: Facebook Live or Periscope? Blake Cahill <p>With an injection of social along with the time-sensitive nature of breaking broadcast, live-streaming is simply an age-old device repurposed for the present times. </p> <h3><strong>What does it mean for all of us?</strong></h3> <p>As traditional social channels are coming close to saturation, tech companies need to build new channels to invigorate their consumers.</p> <p>For brand marketers, this offers a tremendous opportunity to access tech-native early-adopter millennials and post-millennials – the customers of today and tomorrow.</p> <p>Most of whom have foregone broadcast, print, and 1.0 social networks for next-gen platforms.</p> <p>When it comes to advertising value, according to <a href="http://totalaccess.emarketer.com/Article.aspx?R=1014105&amp;dsNav=Ro:-1,N:789,Nr:NOT(Type%3aComparative+Estimate)">eMarketer</a>, digital video advertising spending grew 46% to $7.7bn in the US last year alone.</p> <p>Meaning marketers are increasingly betting on the success of these live platforms. </p> <h3><strong>#SendMeToSleep – the world’s most sleep-inducing social campaign</strong></h3> <p>A good example is the <a href="http://www.philips.co.uk/healthcare/resources/landing/world-sleep-day">#SendMeToSleep</a> social media campaign we rolled out in time for the World Sleep Day.</p> <p>As part of this campaign – during which we actively tried to create content so boring it was capable of sending our audiences straight to sleep – Philips broadcasted what Twitter tells us is the world’s longest Periscope stream.</p> <p><iframe src="https://www.youtube.com/embed/ZzOFWhtxEUw?wmode=transparent" width="560" height="315"></iframe></p> <p>For 41 hours straight, we showed splashes of paint being added to a canvas.</p> <p>And because the whole campaign was engaging and worked as a holistic experience, more than 6,000 people tuned in to watch paint dry.</p> <p>Besides being strangely soothing and entertaining, the campaign has achieved significant commercial success which should be the cornerstone of any good marketing strategy.</p> <h3><strong>Periscope &amp; Facebook Live: A modern day David &amp; Goliath?</strong></h3> <p>At first glance, it might look like Facebook is the obvious winner – it has the size, money, user base and brand trust as a popular advertising platform.</p> <p>Despite all this, however, I wouldn’t count out Twitter just yet.</p> <h4>Four reasons for choosing Facebook Live:</h4> <ol> <li> <strong>Audience:</strong> Facebook has a user base of 1.2bn people.</li> <li> <strong>Brand presence:</strong> Live broadcast can bring life back to Facebook brand pages that have been lagging behind Instagram and Twitter in terms of engagement.</li> <li> <strong>Spending power:</strong> Facebook has been on a spending spree signing over 140 contracts worth more than $50m with the likes of CNN, the New York Times and BuzzFeed.</li> <li> <strong>Pioneers:</strong> Airbnb and Disney teamed up for the Jungle Book premiere, Chevrolet used it to launch its new electric car, and Patron taught viewers how to master the perfect drink. </li> </ol> <h4>Four reasons for choosing Periscope:</h4> <ol> <li> <strong>The “cool” factor:</strong> Twitter’s <a href="http://www.bloomberg.com/gadfly/articles/2016-02-12/social-studies-comparing-twitter-with-facebook-in-charts">user base</a> skew younger, more diverse, wealthier, more educated and more likely to live in urban areas. This will drive usage as the two platforms integrate.</li> <li> <strong>Additional features:</strong> The native app offers a dedicated space with broadcast tabs, account tracking and sketch &amp; reaction options that just make it a bit more fun and user-oriented.</li> <li> <strong>Content:</strong> Periscope recently secured partnerships with <a href="https://gopro.com/help/articles/Block/Periscope-Live-Streaming-with-your-GoPro">GoPro</a> and <a href="http://uk.businessinsider.com/twitter-to-stream-nfl-thursday-night-games-2016-4">Thursday Night Football</a> (NFL) to ensure a lineup of engaging content.</li> <li> <strong>Innovation:</strong> Periscope just recently announced a series of new functions such as drone feed integration, search functions, and auto-save through app and Twitter comments.</li> </ol> <h3><strong>What are the downsides? </strong></h3> <p>Live on camera, some products, and even some people, may not work well.</p> <p>It’s difficult to be smartly scripted while still coming across as authentic, and a constant stream of comments from viewers can be hard to manage and moderate.</p> <p>It’s also important that you own what you’re streaming. No brand wants to end up tied in legal battles because they streamed content where ownership and rights haven’t been made clear.</p> <p>As with all new tools, it’s not easy to measure a return on investment. How you measure success – do you look at viewer numbers or drop-offs, likes or the comments?</p> <p>Lastly, live-streaming without a clear strategy and a clear focus on quality and relevance will ultimately disappoint the audience.</p> <h3><strong>Who is the winner?  </strong></h3> <p>At this point, it’s still too early to call.</p> <p>However, the competition is heating up, with YouTube and Tumblr unveiling their competitive offering along with lesser known players such as Live.ly, Livestream, and Hang all releasing their own live broadcast services.   </p> <p>If you’ve already placed your bets then make sure your content fits with the medium and you’re totally clear on ownership, quality, and measurement.</p> <p>Everything after that is just a stream away. </p> <p><em>For more on this topic, read:</em></p> <ul> <li><a href="https://econsultancy.com/blog/67603-what-marketers-need-to-know-about-facebook-s-livestreaming-push/"><em>What marketers need to know about Facebook's livestreaming push</em></a></li> <li><a href="https://econsultancy.com/blog/67712-seven-helpful-tips-for-livestreaming-success/"><em>Seven helpful tips for livestreaming success</em></a></li> <li><a href="https://econsultancy.com/blog/67967-six-things-we-learned-from-using-periscope-to-live-stream-from-fodm16/"><em>Six things we learned from using Periscope to live stream from #FODM16</em></a></li> </ul>