tag:econsultancy.com,2008:/topics/facebook Latest Facebook content from Econsultancy 2016-05-03T15:09:34+01:00 tag:econsultancy.com,2008:BlogPost/67790 2016-05-03T15:09:34+01:00 2016-05-03T15:09:34+01:00 10 of the best social stories & campaigns from April 2016 Andrew Chrysostom <h3>1. Facebook Messenger Codes</h3> <p>Of course, we kick off with Facebook’s F8 conference.</p> <p>Our own Patricio Robles touched on the <a href="https://econsultancy.com/blog/67743-the-five-announcements-from-facebook-s-f8-conference-that-you-need-to-know-about/">biggest developments from this year</a>, and Econsultancy co-founder Ashley Friedlein wrote on the impact that the evolution of Facebook Messenger would have on <a href="https://econsultancy.com/blog/67767-will-conversational-marketing-become-a-reality-in-2016/">conversational marketing</a>. </p> <p>Naturally we jumped on board with our shiny new Facebook Messenger Code, which allows users to <a href="https://www.facebook.com/business/news/find-and-contact-businesses-on-messenger">interact directly with brands</a> by scanning a code via Facebook messenger.</p> <p>Needless to say the first interaction came within minutes from a community manager, which led to this inevitable exchange. </p> <p><img src="https://assets.econsultancy.com/images/0007/4356/FB_messenger_gifs.jpg" alt="" width="842" height="960"></p> <h3>2. The addition of group calling from Facebook Messenger</h3> <p>As well as this, the global roll out of a new feature which will enable group calling in messenger was announced – which could easily be dismissed as playing catch-up with Skype’s mobile app. </p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fdavidm%2Fposts%2F10156931345975195&amp;width=500" width="500" height="617"></iframe></p> <p>Another new focus was that of live streaming, an area which Facebook has been growing for some time.</p> <p>With the rise of apps such as Periscope this wasn’t a great surprise, but with a more diverse audience the content opportunities are exponentially larger.  </p> <p>An example of this would be Cheddar, a Facebook-only broadcast channel that comes live from the NY Stock Exchange.</p> <h3>3. #GayTurtle</h3> <p>Amnesty International has launched a campaign with the intent of highlighting the absurdity of homophobia. </p> <p>The three-minute video shows a series of customers enquiring about buying a turtle, with several seeming to form a bond with the little reptile.</p> <p>After a short time, the shop owner reveals the turtle is in fact gay which leads to negative reactions from the customers. </p> <p><iframe src="https://www.youtube.com/embed/8VY457e5Hgg?wmode=transparent" width="560" height="315"></iframe></p> <p>A clever way of breaking a new hashtag into the LGBT conversations on twitter, which also highlights the problem of a rise in homophobia globally.</p> <h3>4. Unfollow Trump</h3> <p>From increasing awareness to decreasing awareness. Four agency creatives have got together with the aim of dismantling Donald Trump’s social reach, one follower at a time. </p> <p>The <a href="http://www.unfollow-trump.com/">website</a> opens with the statement “When you passively follow @realDonaldTrump, you're actively following Donald Trump”, and urges Twitter users to end any association with the Republican frontrunner’s social activities.</p> <p>It then offers the user the opportunity to directly unfollow from their site. </p> <p><img src="https://assets.econsultancy.com/images/0007/4362/unfollow_trump.png" alt="" width="640" height="379"></p> <p>While there may not be a huge dent in ‘The Donald's’ followers, it opens up an opportunity to discourage the politics of outrage on social media, inevitably leading to the message’s organic reach exploding.</p> <p>Surely #HopOffHopkins can’t be far behind...</p> <h3>5. Stop hammer time</h3> <p>Don’t worry, the year is still 2016 but M.C. Hammer has parachuted back onto our screens*. </p> <p>Combining traditional television advertising with custom social responses (not unlike this brilliant <a href="https://www.youtube.com/playlist?list=PL484F058C3EAF7FA6">2010 campaign from Old Spice</a>). </p> <p>The ‘Can’t touch this’ star implores people to literally stop ‘hammer time’ by using 3M’s command strip products, which hang pictures without the use of nail.</p> <p>A laboured pun, perhaps – but for a brand with relatively low awareness that isn’t shy of its own gaffes on social, it’s sure to gain attention. </p> <p><iframe src="https://www.youtube.com/embed/EPUbr4LGfmQ?wmode=transparent" width="560" height="315"></iframe></p> <p>3M is also combining this with a live event at New York’s Grand Central Station where the public will have the opportunity to record lip sync videos with the ‘90s star.</p> <p>A sure-fire way to send user generated content across social networks.</p> <p>(*Pun fully intended)</p> <h3>6. #LoveAtFirstTaste</h3> <p>The link between food and love is something that marketing has exploited since the days of Häagen-Dazs. </p> <p>Jumping on the popularity of the foodie millennial trend, Knorr has started a campaign focusing on the role that food plays on a first date. </p> <p><iframe src="https://www.youtube.com/embed/xwx7NnPQ44U?wmode=transparent" width="560" height="315"></iframe></p> <p>Using a combination of video, a simple Twitter card, a promoted trend and an online quiz the campaign ultimately raises brand awareness.</p> <p>Needless to say, it got me spot on.</p> <p><img src="https://assets.econsultancy.com/images/0007/4361/knorr.png" alt="" width="640" height="290"></p> <p>The curious part is the relatively large budget which would have gone into a campaign like this given <a href="https://twitter.com/knorr">@knorr</a>’s following of just under 3,000 (at time of writing). </p> <h3>7. Twitter makes DMing easier</h3> <p>Eagle-eyed Twitter users will have noticed a new button pop up on Tweets appearing on their phone.</p> <p>This DM button enables you to directly share that Tweet to another user via direct message.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The new Message button makes it even easier to send Tweets privately to friends: <a href="https://t.co/S3LMsTqW9l">https://t.co/S3LMsTqW9l</a> <a href="https://t.co/HEdCxSn9RA">pic.twitter.com/HEdCxSn9RA</a></p> — Twitter (@twitter) <a href="https://twitter.com/twitter/status/717389486921949184">April 5, 2016</a> </blockquote> <p>While the ability to share tweets to another user has been around for a while, the addition of the button shows Twitter’s ambitions to take on messaging apps which focus on rich media, such as Snapchat.</p> <p>With direct messaging on Twitter rising around 60% last year it’s clear that the company is eager to focus on the ‘<a href="https://econsultancy.com/blog/67711-is-twitter-becoming-a-dark-social-channel/">dark social</a>’ aspect of the service.</p> <h3>8. Buying video ads on Facebook just became easier</h3> <p>With an estimated 100m hours of video watched on Facebook each day, it’s easy to see why the network is <a href="https://www.facebook.com/business/news/building-video-for-mobile-feed">taking steps</a> to make it easier for brands to move away from its traditional advertising offerings.</p> <p>Purchasing adverts on Facebook and targeting them has become even more efficient with the implementation of TRP (target rating points) buying. </p> <p>It essentially uses DMAs (US Nielsen-designated market areas) that show which type of users are likely to be watching different genres of television programming, and at which times. </p> <p><img src="https://assets.econsultancy.com/images/0007/4359/FB_video_ad_finish.png" alt="" width="725" height="429"></p> <p>This means if you’re a gaming brand looking to target an audience likely to watch Game of Thrones, you can ensure that your video advertising will appear during the four-hour block surrounding the air time of the show.</p> <p>At the moment this is only available in the US, but is sure to roll out across other markets soon.</p> <h3>9. Twitter might hit the panic button</h3> <p>Twitter’s Q1 earnings report was released, showing a year-on-year growth of 36% in earnings.</p> <p>While that sounds good it should be noticed that it regards this figure at the ‘low end’ of its expectations. </p> <p>With growth in advertising on the wane, we can expect the next three months to be focused on new ways of generating ad revenue (as already seen with the <a href="https://econsultancy.com/blog/67710-twitter-s-nfl-deal-five-questions-we-re-asking/">new NFL rights deal</a>).</p> <p>Anticipate a wider offering of analytics tools which will make it easier for brands to measure the effectiveness of their advertising.</p> <h3>10. Kellogg’s is warming up for the Olympics</h3> <p>Kellogg’s is beginning its <a href="https://twitter.com/hashtag/GreatStarts?src=hash">#GreatStarts</a> campaign 100 days before the Olympics is due to start.</p> <p>As part of the promotion of Team GB, Kellogg's will be using brand ambassadors Louis Smith, Rebecca Adlington and Sir Steve Redgrave.</p> <p><iframe src="https://www.youtube.com/embed/alZP9XFBX3A?wmode=transparent" width="560" height="315"></iframe></p> <p>The idea behind the campaign is to encourage people to share their tips for a ‘great start’ to the morning.</p> <p>At the moment it seems like the creative focuses around recreating famous scenes of bad mornings from movies (Home Alone, Bridget Jones’ Diary etc.) </p> <p>Given that this campaign will be running for the next eight months we can expect a lot more in the near future. </p> tag:econsultancy.com,2008:Report/4107 2016-04-25T11:30:00+01:00 2016-04-25T11:30:00+01:00 Digital Shift Report: Q2 2016 <p><a href="https://econsultancy.com/reports/digital-shift"><strong>Digital Shift</strong></a>, a quarterly service from Econsultancy, is intended as <strong>a guide to support strategic thinking</strong>.</p> <p>Focused tightly on digital technologies, marketing and ecommerce, it’s about <strong>delivering actionable insight on trends that will be significant in the short to mid-term</strong>, and which can be used to generate new ideas, improve business performance and stay ahead of the competition.</p> <p>The <strong>Q2 2016 report</strong> explores the most notable developments impacting digital marketing this quarter. The critical shifts are summarised below:</p> <ul> <li> <strong>Near-term marketing trends.</strong> Econsultancy’s <a title="Quarterly Digital Intelligence Briefing: 2016 Digital Trends" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2016-digital-trends/">research</a> into near-term digital trends reveals an increasing focus on personalisation, attribution and content optimisation as part of the all-encompassing focus on customer experience.</li> <li> <strong>Growing complexity or simplicity in martech?</strong> With apparent growing complexity in the marketing technology landscape, we look at a useful classification of martech and whether the concept of a joined-up martech stack might actually become easier to put together.</li> <li> <strong>Algorithms and artificial intelligence (AI).</strong> Algorithms are more important than ever for marketers, and likely to become even more so. We look at the implications of increasing algorithmic curation, and some concepts that speak to how algorithms and AI are making real leaps forward in capability.</li> <li> <strong>Chatbots and AI.</strong> Suddenly, everyone is talking about chatbots. We consider their role in marketing, their likely future, and some interesting examples of brands already taking steps into the world of chatbots.</li> <li> <strong>Conversational commerce.</strong> With a growing focus on conversational interfaces, what could this mean for the future of retail and commerce? Could it actually mean a reinvention of traditional forms of UX, new skills, but also entirely new opportunities for brands looking for new commerce opportunities?</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <p>You can access the <strong>previous Digital Shift report (Q1 2016)</strong> <a title="Digital Shift Report: Q1 2016" href="https://econsultancy.com/reports/digital-shift-report-q1-2016/">here</a>.</p> <p><iframe src="https://www.youtube.com/embed/TotoIZdle3c?wmode=transparent" width="560" height="315"></iframe></p> tag:econsultancy.com,2008:BlogPost/67767 2016-04-20T14:15:00+01:00 2016-04-20T14:15:00+01:00 Will conversational marketing become a reality in 2016? Ashley Friedlein <p>For thousands of years’ markets have been “conversations between people who sought out others who shared the same interests."</p> <blockquote> <p>Buyers had as much to say as sellers. [..] markets were places where people met to see and talk about each other’s work. Conversation is a profound act of humanity.</p> </blockquote> <p>The voices taking part in marketing conversations have also proliferated.</p> <p>Andy Hobsbawm, founder of one of the first digital agencies and now founder and CMO of Internet of Things platform, EVRYTHNG, talks of three ages of ‘voice’:</p> <blockquote> <p>The first age of broadcast media was built around the brand having a voice, and the second social-media driven age centred on what we might call consumer voice.</p> <p>The third age will need to focus on product becoming both a media channel and an interface for service delivery.</p> </blockquote> <p>One of digital’s great promises, along with accountability, is <a href="https://econsultancy.com/reports/website-personalisation-buyers-guide/">personalisation</a> at scale.</p> <p>And similarly to accountability, it is questionable how far digital has yet fully delivered on personalisation.</p> <p>The idea of personalised, one-to-one marketing, was popularised even earlier in the 90s by Don Peppers and Martha Rogers in their 1994 book, <em>The One to One Future</em>.</p> <p>Could 2016 be the year that conversations actually become a paradigm for realising the promise of marketing as a personalised experience at scale?</p> <p>And an experience that can take place not just between human buyers and sellers but between brands, perhaps brought alive as bots, and physical products given a voice through the internet of things? </p> <h3>The signs are promising</h3> <p>Messaging is already huge and still growing fast. Last month WhatsApp passed the 1bn user mark.</p> <p>Last year messaging apps caught up with social networks in user numbers and now dominate mobile.</p> <p>Facebook and others are investing heavily in messaging and it will be interesting to see how Facebook M develops this year.</p> <p>As well as more general messaging apps there are also many specialist concierge services springing up like Pana (for travel), Operator and GoButler.</p> <p><iframe src="https://player.vimeo.com/video/160951232" width="615" height="346"></iframe></p> <p>All of these use messaging, and conversations, as the core interface and interaction medium.</p> <p>There are many mobile-focused challenger brands launching this year, like <a href="https://www.marketingweek.com/2015/11/12/atom-banks-anthony-thomson-we-should-not-be-starting-businesses-to-make-money/">Atom Bank</a> and Starling Bank, where we can expect to see conversational style interactions forming a much great part of the brand experience.</p> <p>Conversations as the primary medium for communication is age old.</p> <p>But much of the experimentation in digital products and services now is about making conversations the primary interface, or jumping off point, for commerce.</p> <h3>Conversational commerce?</h3> <p>2016 has been touted as the year of “conversational commerce”, an early example being Uber’s integration into Facebook Messenger.</p> <p>We can expect to be sending money not just to friends but to bots in the near future.</p> <p>As mobile apps have access to rich contextual information about you, including location, social, health and sensor data, the opportunities for friction-free conversational commerce are exciting. </p> <p><em>Econsultancy's Facebook Messenger code, which can be scanned to begin chatting with us. Or is it just a bot you'll be chatting with...</em></p> <p><img src="https://assets.econsultancy.com/images/0007/4141/Facebook_Messenger_code.jpg" alt="" width="506" height="253"></p> <p>What about conversational content? <a href="https://econsultancy.com/blog/67539-six-trends-the-new-quartz-app-has-joyfully-piggybacked/">Quartz recently launched a news app</a> with a ‘whole new way’ to experience news: one whose interface is an ongoing conversation.</p> <p>It is too early to say how well this will work but it is worth downloading to experience a “conversationalised” user interface, applied to content.</p> <p>And conversational customer service?</p> <p>If you have experienced interacting with, say, Slack’s “Slackbot”, you will have glimpsed how service can be effectively delivered via a bot in a conversational interface that, whilst pure machine, can be imbued with the tone, and feeling, of a brand.</p> <p>Conversations may always have been at the heart of markets and perhaps the most natural expression of personalisation, but digital has made it possible for marketing to be more of a dialogue, rather than a one way voice.</p> <p>But perhaps only now will conversations really start to power communication, customer service, content and commerce.</p> tag:econsultancy.com,2008:BlogPost/67733 2016-04-14T15:01:51+01:00 2016-04-14T15:01:51+01:00 The Facebook 'context collapse': how decline in personal sharing might affect brands Patricio Robles <p><a href="http://www.bloomberg.com/news/articles/2016-04-07/facebook-said-to-face-decline-in-people-posting-personal-content">According to The Information</a>, by the middle of 2015, users' sharing of original, personal information had dropped 21% year-over-year, and has declined by 16% so far this year.</p> <p>Facebook says "the overall level of sharing has remained not only strong, but similar to levels in prior years," which means that if The Information's figures are accurate, Facebook users are sharing more non-personal content, like news articles and blogs posts published by third parties.</p> <p>At the same time, industry observers suggest that personal sharing activity has shifted to other platforms, like Snapchat and Instagram, which is owned by Facebook.</p> <p>For brands active on Facebook, this trend is worth noting as it could eventually affect their efforts on the social network.</p> <h3>The good</h3> <p>The good news for brands is that Facebook users are using the service to share non-personal content on a large scale.</p> <p>This bolsters brand content marketing campaigns on Facebook, a good number of which rely on <a href="https://econsultancy.com/blog/67553-what-will-facebook-messenger-ads-mean-for-marketers/">the company's paid ad offerings</a>.</p> <p>If sharing of non-personal content was not being embraced, it's likely that some brands would question the efficacy of their campaigns on the social network and scale back their efforts as a result.</p> <p><em>Branded content goes well on Facebook</em></p> <p><a href="https://www.facebook.com/Econsultancy/"><img src="https://assets.econsultancy.com/images/0007/3935/Screen_Shot_2016-04-14_at_11.31.28.png" alt="econ facebook post" width="500"></a></p> <h3>The bad</h3> <p>While brands almost certainly benefit from users' willingness to share non-personal content, the bad news is that over the long-term, less personal sharing could change user behavior in ways that don't benefit brands.</p> <p>Ultimately, if Facebook's "context collapse" drives more and more personal sharing to other networks, Facebook users might engage less frequently and deeply with the service, over time reducing the value of Facebook sharing activity.</p> <p>Put simply, if a healthy balance between personal and non-personal sharing is lost permanently, Facebook could become less productive a platform for brands.</p> <p><em>Are baby pics becoming more common on Instagram?</em></p> <p><img src="https://assets.econsultancy.com/images/0007/3934/iStock_000081941295_Small.jpg" alt="baby" width="615"></p> <h3>The ugly</h3> <p>Facebook is likely concerned about that balance, and while its efforts to restore it appear to be focused on encouraging more personal sharing, the risk for brands is that Facebook might eventually need to employ stronger tactics to do that.</p> <p>Hypothetically, these tactics could involve changes that favor personal over non-personal content. For example, there's nothing stopping Facebook from tweaking <a href="https://econsultancy.com/blog/7885-the-ultimate-guide-to-the-facebook-edgerank-algorithm">its algorithm</a> to more frequently highlight personal content.</p> <p>Given that many brands already struggle with organic reach and invest considerable sums into paid campaigns to more broadly reach their target audiences on Facebook, any changes that make it even more difficult or costly to stand out on the world's largest social network would not be welcome news for marketers.</p> tag:econsultancy.com,2008:BlogPost/67604 2016-03-07T10:21:00+00:00 2016-03-07T10:21:00+00:00 What’s the point of social media for luxury brands? Chris Bishop <p><img src="https://openmerchantaccount.com/img2/loubies.jpg" alt=""></p> <p>Tiffany, Kate Spade New York, Valentino and Christian Louboutin were showing high <a href="https://www.evaluesuite.com/our-scores">eValue scores</a> in the research, while Ralph Lauren and Gucci were top of the index for offline conversations.</p> <h3>Online and offline sharing is crucial for luxury brand success</h3> <p>The researchers concluded that both online and offline social sharing were crucial for growth in the luxury market – and the boundaries between them were becoming increasingly porous.  </p> <p>Brands that take advantage of this fluidity between social and WOM, they said, can create brand experiences that merge real and digital conversations, cutting through in incredibly powerful ways.  </p> <p>These are conversations that elicit desire, promote affinity and ultimately drive more sales than those taking place, exclusively, either on or offline.</p> <h3>Instagram’s “Label Lust” message comes alive</h3> <p>Last year <a href="https://econsultancy.com/blog/65816-grazia-launches-responsive-ecommerce-site-is-it-any-good/">Graziashop</a> was among the first Instagram advertisers, now it leads the way with Instagram activity (part of its Label Lust campaign) designed to raise brand awareness and engagement through shared storytelling.</p> <p>Graziashop used Instagram to post quirky, fun sponsored images and videos targeting 22–45 year old females in the UK with an interest in designer shoes, bags, fashion tips and blogging.</p> <p>Over a six-week period the images followed the storyline of a Graziashop character. Showcasing selected products from the Graziashop range, the heroine truly inhabited the brand’s shopper lifestyle. </p> <p><img src="https://openmerchantaccount.com/img2/graziainstagram.png" alt=""></p> <p>The campaign echoed the stories fashionistas tell themselves and each other about the products they dream about and acquire.  </p> <p>Tales of love at first sight, long distance love, the one that got away (when an item you really want is sold out) and falling head over heels with a pair of... heels.</p> <h3>Instagram delivers strong results for Graziashop</h3> <p>Instagram was exactly the right place for this kind of campaign with its hip vibe, massive reach and impactful 30-second video format, with social traffic peaking at 18% of overall website traffic during the campaign period.</p> <p>But more than this, Graziashop’s Instagram campaign shows how using the right platform can lift a brand’s marketing message beyond the realm of social media.</p> <p>As the Engagement Lab has pointed out, there is currently a huge opportunity in social to exploit the fluid boundaries between on- and offline to start passionate conversations that continue in the real world and lead to the sales counter.  </p> <p>Graziashop was one of the first brands to use Instagram when its paid advertising launched in the UK and has shown how Instagram, particularly, can make a brand message part of your audiences’ consciousness.  </p> <p>Delivering stories imaginatively with the creative use of native social tools can inspire your customers to tell their own stories in their own ways, but always with yours in mind.</p> <h3>Should luxury brands remain out of touch and exclusive?</h3> <p>I often hear comments that luxury brands should be exclusive, scarce, not “sell out” and that <em>“true luxury brands do not care about shareholder value”</em>. <strong>I couldn’t disagree more.</strong></p> <p>Luxury is about desirability, product excellence, exemplary service and fundamentally a brand promise. </p> <p>If exclusivity and scarcity is the strongest value in a luxury brand that does not care about shareholder value, it won't be a brand for long.</p> <p><img src="https://openmerchantaccount.com/img2/burberry-fashionweek.jpg" alt=""></p> <p>The continued proliferation of social media, <a href="https://econsultancy.com/blog/67220-four-things-we-learned-about-live-streaming-at-the-festival-of-marketing/">live streaming</a>, interactive apps and buyable shows at the various Fashion Weeks proves that everyone wants runway, today.  </p> <p>The inclusivity that social media gives to luxury fashion brands will continue to fundamentality change the way, and the very reason, for Fashion Week itself.</p> <h3>In conclusion...</h3> <p>Even if they’re not buying, your customers want to talk to you and about you.</p> <p>Working out when to sell to them and when to talk to them is part of the challenge of dealing with social media. But in reality every social interaction is an opportunity for engagement that may lead to a sale.</p> <p>In luxury it is even more important to have a focus on social, with two-thirds of the target audience generating content on a regular basis and 15% doing that on a daily basis.  </p> <p>Whether using social media to maintain a beautiful customer service experience or storytelling the luxurious lifestyle of the Founder, brand or ambassadors; the conversation is happening, with or without you.  </p> <p><strong>You can’t choose to opt out. But you can choose not to participate.</strong></p> <p><em>Econsultancy has launched a new Social Media &amp; PR Training Course tailored specifically for the Fashion &amp; Beauty industry. Go <a href="https://econsultancy.com/training/courses/fashion-beauty-monitor-social-media-and-online-pr/">here</a> to find out more.</em></p> tag:econsultancy.com,2008:BlogPost/67530 2016-02-17T11:44:00+00:00 2016-02-17T11:44:00+00:00 Five social media campaigns celebrating women across the globe Chloe McKenna <p>But how does the theme of women’s rights translate to campaigns globally?</p> <p>In this post I'll run through some of the most fascinating international campaigns focusing on female empowerment, and see how different cultures interpret the concept. </p> <h3>#touchthepickle</h3> <p>Whisper’s #touchthepickle campaign by P&amp;G India was created to debunk the taboos of things women supposedly shouldn’t do when they’re on their period.</p> <p>The undeniably hilarious hashtag #touchthepickle is in reference to the superstitious belief that if women touch a pickle jar when they’re on their period, the pickles inside will rot.</p> <p>The accompanying YouTube video achieved over 2m views and users were invited to share their #touchthepickle period-taboo busting moments on social media which added another dimension of <a href="https://econsultancy.com/blog/66739-how-user-generated-content-is-changing-content-marketing/">user-generated content</a> to the campaign. </p> <p><iframe src="https://www.youtube.com/embed/5s8SD83ILJY?wmode=transparent" width="615" height="346"></iframe></p> <h3>#autocompletetruth</h3> <p>Memac Ogilvy and Mather’s powerful campaign for UN women in Dubai exposed some of the horrifying auto-complete phrases seen in Google when searching for terms related to women.</p> <p>From ‘women shouldn’t have rights’ to ‘women shouldn’t work’, the widespread sexism of popular searches was truly shocking.</p> <p>The campaign ignited global conversations with over 24m Twitter mentions alone for the #autocompletetruth hashtag, and the campaign was discussed on social media by women from more than 100 different countries.</p> <p><img src="https://assets.econsultancy.com/images/0007/2008/autocomplete.png" alt="" width="641" height="871"></p> <h3>BBC #100women</h3> <p>The annual BBC #100women campaign focuses on sharing the stories of women from around the world, which can be overlooked by mainstream media, with the aim of making news content more engaging for female audiences.</p> <p>It is truly international, with content being shared in eight languages across two international BBC social media channels (Twitter &amp; Facebook) <a href="https://www.facebook.com/BBC100women/?fref=ts">featuring women from across the globe.</a></p> <p>The 100 women representing the campaign are diverse, ranging from world leaders to local heroines coming from all walks of life. The multi-channel campaign has a hugely social focus.</p> <p>Nandita Patkar, head of paid media at Oban Digital, explains:</p> <blockquote> <p>For this year’s campaign, the BBC World Service wanted to improve online campaign traffic across Arabic, Hindi, Spanish and Afrique, Urdu and Swahili. Our expert teams researched which markets and channels would offer the most impact in terms of relevancy, reach and cost and planned accordingly.</p> <p>Our amplification of content throughout the live debates showed that there was a strong interest in the topic from Eastern Africa and India. Overall though, Spanish had the majority of reach and engagement.</p> </blockquote> <p><img src="https://assets.econsultancy.com/images/0007/2009/100_women.jpg" alt="" width="1024" height="513"></p> <h3>#Ladyball</h3> <p>This recent spoof campaign from Lidl Ireland caused much controversy on social media.</p> <p>It seemingly promoted a dainty pink ‘Ladyball’, suitable for sports women, boasting ‘soft-touch for a woman’s grip’ and ‘eazi-play – for a woman’s ability’.</p> <p>While many correctly suspected that the ‘sexist’ campaign was nothing more than a marketing ploy, it still managed to spark debate and gain considerable news coverage.</p> <p>The campaign was indeed a tongue-in-cheek promotion tactic; in fact designed to raise awareness of Ladies Gaelic Football which is now sponsored by Lidl Ireland.</p> <p>Reaction to the humorous approach was positive in general, although some Twitter users took objection to the contrived nature of the advertisements, and questioned whether all PR is indeed good PR when it purports to support such dated views.</p> <p>However, the campaign was successful in igniting social media mentions and gaining media placements, reaching a large audience in the process.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">There's now ads in the paper for the lady ball.. This can't be real please say it ain't so <a href="https://t.co/1htC8BmGi2">pic.twitter.com/1htC8BmGi2</a></p> — Rachel (@ityagalrach) <a href="https://twitter.com/ityagalrach/status/687965104206393344">January 15, 2016</a> </blockquote> <h3>#VivaLaReconstruccion</h3> <p>Latin America’s mainstream culture places a high value on traditional female beauty ideals.</p> <p>So, when popular Mexican actress and director Patricia Reyes Spíndola posed topless revealing her reconstructed breasts in a series of striking photographs shared via social media, it caused quite a stir.</p> <p>The campaign, #VivaLaReconstruction, aimed to spread awareness of breast cancer while showcasing an alternative view of female beauty focused on the strength and resilience of a woman’s body.</p> <p>The images were widely shared and were generally well-received by the Latin American audience.</p> <p>Many people tweeted that they found the campaign concept and the accompanying visuals refreshing and inspiring. </p> <p><img src="https://assets.econsultancy.com/images/0007/2010/vivalareconstruction.png" alt="" width="944" height="794"></p> <h3>In conclusion...</h3> <p>All of these campaigns were successful because they carefully considered the audiences they were targeting, and addressed issues which effect real women from those regions.</p> <p>From body image and gender norms through to female sport and women’s rights, the umbrella of female empowerment can encompass many topics.</p> <p>Undeniably, woman power has proved itself to be a forceful theme for igniting social media debate and conversation across the globe.</p> <p>But, for marketers hoping to cash-in on the theme, caution is advised as increasingly audiences are savvy to so-called ‘femvertising’.</p> <p>Campaigns channelling female power will only have legs if they manage to identify with real women and avoid alienating them by coming across as too contrived or patronising. </p> tag:econsultancy.com,2008:Report/4014 2016-02-04T15:10:00+00:00 2016-02-04T15:10:00+00:00 Digital Shift Report: Q1 2016 <p><a href="https://econsultancy.com/reports/digital-shift"><strong>Digital Shift</strong></a>, a quarterly service from Econsultancy, is intended as <strong>a guide to support strategic thinking</strong>.</p> <p>Focused tightly on digital technologies, marketing and ecommerce, it's about <strong>delivering actionable insight on trends that will be significant in the short to mid-term</strong>, and which can be used to generate new ideas, improve business performance and stay ahead of the competition.</p> <p>The <strong>Q1 2016 report </strong>explores the most notable developments impacting digital marketing this quarter. The critical shifts are summarised below:</p> <ul> <li>The future of <strong>content marketing.</strong> Has the New York Times signalled one of the major ways in which content marketing will develop? In creating entirely new approaches to how they use, manage, automate and re-purpose their content we could be witnessing the start of a new beginning for content marketing.</li> <li>The future of <strong>artifical intelligence.</strong> With Mark Zuckerberg announcing his ambition to build an artificial intelligence assistant for home and work, what do marketers really need to know about AI? We'll be taking a look at what it means for how we might target and design experiences for our customers in new ways, how we use apps and the implications for retail.</li> <li>The future of <strong>wearables.</strong> A long-term trend, but are we getting too focused on wristbands and watches? We look at how the future of wearables is as likely to be about clothes and tattoos.</li> <li>The future of <strong>organisational structures.</strong> We reveal highlights from our new Econsultancy research into organisational structures and resourcing, showing that fluid resourcing might just be the new normal.</li> <li>The future of <strong>leadership.</strong> With digital transforming businesses in just about every sector is it time that we redefined effective leadership as well? Findings from Econsultancy's new research indicate a growing need for softer skills aligned with a highly commercial focus, but also a perceived technology literacy gap among our current senior leaders.</li> </ul> <p>Download a copy of the report to learn more.</p> tag:econsultancy.com,2008:BlogPost/67470 2016-02-02T15:03:36+00:00 2016-02-02T15:03:36+00:00 Facebook & Twitter make UX changes in fight to stay social Ben Davis <h3>Facebook redefines relevance</h3> <p><a href="http://newsroom.fb.com/news/2016/02/news-feed-fyi-using-qualitative-feedback-to-show-relevant-stories/">Facebook has announced changes</a> to how it uses qualitative feedback to rank stories in the News Feed.</p> <p>Qualitative, of course, means non-algorithmic; based on feedback that Facebook has been aggregating for some time (see the quote below).</p> <blockquote> <p>As part of our ongoing effort to improve News Feed, we ask over a thousand people to rate their experience every day and tell us how we can improve the content they see when they check Facebook — we call this our Feed Quality Panel.</p> <p>We also survey tens of thousands of people around the world each day to learn more about how well we’re ranking each person’s feed.</p> <p>We ask people to rate each story from one to five stars in response to the question “how much did you want to see this story in your News Feed?”</p> </blockquote> <p>The conclusion that Facebook came to is that users enjoyed their News Feed the most when populated with posts that were both qualitatively successful (approved of in surveys) and quantitatively successful (got lots of shares, Likes and clicks).</p> <p>'So what?', you might think. Well, although Facebook states that this shouldn't affect Page reach or traffic, there are a few revealing lines that hint at the impact of this update.</p> <p>The first point is that Facebook is being vigilant for content that is unnaturally engaged with, as follows...</p> <blockquote> <p>Pages might see some declines in referral traffic if the rate at which their stories are clicked on does not match how much people report wanting to see those stories near the top of their News Feed.</p> </blockquote> <p>The second point is that Facebook gives a word of advice to publishers who want to avoid such unnatural engagement.</p> <blockquote> <p>In general, Pages should avoid encouraging people to take an action (such as encouraging lots of clicks), because this will likely only cause temporary spikes in metrics that might then be rebalanced by feed’s ranking over time.</p> </blockquote> <p>This is likely intended to improve the relevance of a whole range of content, but the thought occurs to me that more sensational or advertorial style clickbait should certainly be discouraged by this update (content which Facebook <a href="http://newsroom.fb.com/news/2014/08/news-feed-fyi-click-baiting/">already actively seeks to censor</a>).</p> <p>Though <a href="https://econsultancy.com/blog/65575-ironically-five-things-that-could-stop-clickbait">clickbait-y pictures and headlines</a> will always attract intrigued users to click, they may not voice their approval in qualitative feedback.</p> <p>Surely, this is good for the network, increasing the quality and relevance of posts and fostering a more social dynamic as a result. This, in turn, should keep users engaged and continue to drive advertising revenue.</p> <p>Facebook ends its announcement blog post by vowing to provide publishers with insight into increasing referral traffic, but emplores them to post things 'meaningful to [their] audiences'.</p> <p>Can't say fairer than that.</p> <h3>Twitter remembers its users</h3> <p>Twitter recently rolled out a user-facing feature that's only small but grants some relief to observers who fear Twitter has been slowly losing focus.</p> <p>Being able to see which of your connections are engaging with a current trend is a logical update (shown below by Jack Dorsey) that should help to increase engagement with trends.</p> <p>Authenticity is something Twitter has struggled with lately, particularly with its <a href="https://econsultancy.com/blog/67027-five-reasons-twitter-moments-is-a-good-move">new feature Moments</a>, which users feel isn't influenced by the same democratic forces their feed is.</p> <p>Concentrating on the social aspect of Twitter whilst also allowing for incremental revenue is something Twitter has struggled with. The network has seemed reluctant to create a 'walled garden' for fear of alienating its users.</p> <p>All this could change if the <a href="https://econsultancy.com/blog/67378-five-reasons-twitter-s-character-limit-increase-is-a-terrible-idea">mooted rise in character limit</a> of tweets goes ahead, and this could be a make or break moment for the platform.</p> <p><img src="https://assets.econsultancy.com/images/0007/1305/Screen_Shot_2016-02-02_at_12.46.21.png" alt="twitter trends" width="660" height="600"> </p> tag:econsultancy.com,2008:BlogPost/67381 2016-01-06T15:44:00+00:00 2016-01-06T15:44:00+00:00 Facebook, Outbrain & GDN: Which content promotion platform should I choose? Nick Chowdrey <p>Every successful media company has at some point paid to increase its audience – so if you want to be a successful brand publisher, you have to do the same.</p> <p>After all, the rise of content marketing has transformed every brand into its own mini publishing house.</p> <p>With the rise of content marketing has come the dawn of paid content promotion.</p> <p>Now that we understand the <a title="Content production" href="https://econsultancy.com/blog/63961-what-is-content-marketing-and-why-do-you-need-it/" target="_blank">true business benefits of quality content production</a>, brands are now not only interested in driving traffic to sales pages, but also in paying to promote their blog content.</p> <p>With so many options out there, I wanted to test three platforms to see how effective they were for paid content discovery. I tested each side by side and compared the results.</p> <p>Here are the three platforms I chose:</p> <h3>The Platforms</h3> <p><strong>1. Outbrain</strong></p> <p>Outbrain is a relatively new native advertising platform partnered with some of the top media companies across the world. Outbrain ads are displayed in line with content similar to how many online publications display “featured posts”.</p> <p>One of the platform’s biggest selling points is that it lets users tap into the online audience of some the top media companies, like the BBC, The Guardian and The Telegraph.</p> <p>The theory is that because the user is already engaged in some form of media, they’ll be more open to suggestions for more. The ads are more natural (<a href="https://econsultancy.com/blog/63722-what-is-native-advertising-and-do-you-need-it/">native</a>) and non-intrusive than classic display ads, which should increase click through rate (CTR).</p> <p>You have an option to select multiple images and headlines for each URL, and can also set a target country, cost per click (CPC) and daily budget.</p> <p>Outbrain also generates a list of sites where your ads have been delivered and gives you the option of blocking unwanted publishers.</p> <p>The ads are displayed on mobile and desktop, usually at the bottom of articles, in a grid format:</p> <p><img src="https://assets.econsultancy.com/images/0007/0469/outbrain2.jpg" alt="Outbrain" width="634" height="486"></p> <p><strong>2. Facebook Ads</strong></p> <p>Facebook’s ad network is an incredibly advanced ad platform that lets you implement very specific parameters for targeting, including age, gender, location, likes and interests.</p> <p>Ads are displayed in a number of different ways, including in the right hand column of the desktop site, in newsfeeds on both desktop and mobile, and on third party apps through Facebook’s audience network.</p> <p>Differently from Outbrain, a Facebook ad will include an image or video of your choice, a headline and a short amount of accompanying copy.</p> <p>Here’s an example of how one looks on the right side of a Facebook homepage on desktop:</p> <p><img style="vertical-align: middle;" src="https://assets.econsultancy.com/images/0007/0470/fb_ad_example.png" alt="Facebook Ad" width="267" height="240"></p> <p>Additionally, the audience network was launched in April 2014 and uses Facebook’s advanced audience targeting to seed out ads on relevant mobile apps.</p> <p><img src="https://assets.econsultancy.com/images/0007/0468/audience_network_example.jpg" alt="Facebook Audience Network" width="647" height="370"></p> <p><strong>3. Google Display Network (GDN)</strong></p> <p>Google’s display network automatically matches ads to websites and other placements, such as mobile phone apps, when your keywords are related to the sites' content.</p> <p><a title="Google Display Network" href="https://support.google.com/adwords/answer/2404190?hl=en-GB" target="_blank">According to Google</a>, its display network reaches 90% of Internet users worldwide and includes more than 2m publisher websites.</p> <p>The ads appear in a number of places, from banners on desktop sites, to pop ups in mobile apps.</p> <p>Ads can be targeted in all manner of ways. Contextual targeting allows you to input keywords which Google uses to find publisher sites.</p> <p>Unlike Outbrain, which only allows you to blacklist certain sites, with GDN you can choose specific websites where you want your ads to appear.</p> <p>Finally, remarketing allows you to target people who have already visited your site.</p> <p>With GDN you have complete creative freedom over how you want your ad to appear. You’re given set dimensions and you create an ad that fits. This gives more flexibility, but is also more time consuming and resource heavy.</p> <h3>The test</h3> <p>The post I chose to promote was written by one of my clients, an Indian chef called Hari Ghotra, and was about the <a title="History of Curry in the UK" href="http://www.magazine.co.uk/the-hub/queen-victoria-curry" target="_blank">history of curry in the UK</a>.</p> <p>It featured on the magazine.co.uk blog, The Hub, which is a Jellyfish-owned site. I chose this article because it had proved very popular on social, so I could be pretty sure it was an engaging post.</p> <p>I made the targeting as similar as possible on each platform and each campaign had a £100 spend over one week. Here’s how each platform got on:</p> <p><img src="https://assets.econsultancy.com/images/0007/0475/test_results.png" alt="" width="586" height="121"></p> <p><strong>1. Driving Genuine Traffic</strong></p> <p>It was interesting to see the number of actual page views recorded by Google Analytics compared to the clicks each platform registered. The difference is due to users clicking away from the page before it loads.</p> <p>The percentage difference between clicks and views is important because these platforms charge you by the click, so you want to make sure that as many clicks as possible convert to genuine traffic.</p> <p>Nick Fettiplace, SEO Director at Jellyfish, said:</p> <blockquote> <p>With native ad platforms like GDN and Outbrain, people realise they are clicking on an ad as it’s clearly marketing – Outbrain ads are even labelled ‘More from around the web…’</p> <p>On the other hand, with social platforms like Facebook people are more inclined to think they’ll be staying on the same site, so when the URL re-directs the instinct can be to bounce back.</p> </blockquote> <p>Our results certainly reflected this – far more users loaded the page on GDN and Outbrain compared to Facebook.</p> <p><strong>2. Engaged users</strong></p> <p>Facebook was the clear winner when it came to engagement, with users spending far longer on page than on the other two platforms.</p> <p>Hannah Rainford, Senior Social Media Manager at Jellyfish, has a good idea of why this might be:</p> <blockquote> <p>Facebook is traditionally the place where you would connect with family and friends, and there is a real push from Facebook at the moment to become the place where you hear about breaking news.</p> <p>Equally, Facebook is a platform people turn to in times of boredom so users potentially have more time to read articles.</p> </blockquote> <p>Whereas GDN and Outbrain serve ads to people who may not currently be “at leisure”, people using Facebook are almost exclusively doing so in their spare time.</p> <p>They’re also actively looking to discover new things. These factors combine to create a more receptive and engaged user.</p> <p><strong>3. Most bang for your buck</strong></p> <p>Our test showed that if you’re looking to get the most clicks, GDN is the clear winner.</p> <p>The fact is that Google’s network is unrivalled in terms of reach, so it’s always going to win the numbers game. The downside is that if you’re not careful, your ads may end up being served in undesirable or irrelevant places to your audience, which can result in a poor CTR.</p> <p>This is why you should get professional help with targeting if you’re unfamiliar with the network.</p> <h3>So what’s the best option?</h3> <p>There is no out-and-out winner from this test. The reality is that different platforms will suit your needs depending on what kind of content you want to promote.</p> <p>If you’re a bit low on resources, or have limited access to creative talent, then Outbrain or Facebook are the better choices, as their ads are of a preset format.</p> <p>Also, consider the state of mind your users might be in when they see your ad. Facebook will suit content that’s more light-hearted and of strong human interest.</p> <p>With Outbrain you’re targeting users already consuming online media, so you could get away with heavier topics.</p> <p>Ultimately, if you’re unsure which platform to go with, use a small amount of budget and test each platform. That should give you an idea of how successful a full campaign might be, helping you choose the most cost efficient.</p> tag:econsultancy.com,2008:BlogPost/67306 2015-12-10T11:10:00+00:00 2015-12-10T11:10:00+00:00 Is Pinterest or Instagram better for driving ecommerce? Georges Berzgal <p>However, what hasn’t always been obvious is how to convert these followers into sales.</p> <p>Both platforms recently developed new tools to more easily facilitate commerce across the board.</p> <p>So what are the inherent benefits of services like Pinterest and Instagram, and which provides the best platform for commerce?</p> <h3>Target audiences</h3> <p>It’s no secret that brands looking to target female consumers see the benefits of embracing social media.</p> <p><a href="http://www.entrepreneur.com/article/231970">Women are 10% more</a> likely than men to show brand support and 17% more likely to access offers on social media, although <a href="http://digitalmarketingmagazine.co.uk/social-media-marketing/is-the-social-buy-button-poised-to-take-off/2766">research found</a> that men are slightly more interested in purchasing directly on social networks by using a social buy button than women (33 % vs. 30%).</p> <p>All social media networks, bar LinkedIn, have more female users than male, although women’s domination of social media is not equally spread across all networks.</p> <p>Figures suggest that <a href="http://www.conversedigital.com/digital-strategy/should-my-company-be-on-instagram-or-pinterest">Pinterest’s users are 70% and Instagram’s users are 55% female.</a></p> <h3>Buyable Pins</h3> <p>Pinterest launched <a href="https://econsultancy.com/blog/66529-pinterest-enables-ecommerce-with-buyable-pins/">Buyable Pins</a> earlier this year, allowing consumers to purchase items without leaving the platform, and to pay using Apple Pay or credit cards.</p> <p>With a <a href="http://expandedramblings.com/index.php/pinterest-stats/">user base of 70m</a> made-up largely of consumers who are the most active and engaged, it’s no surprise that Pinterest is often seen as the social network with the highest potential for ecommerce.</p> <p><img src="https://assets.econsultancy.com/images/0006/9879/buyable_pins.jpg" alt="" width="700" height="466"></p> <h3>Instagram's buy button</h3> <p>However, the truth, as unveiled by research from member-based business intelligence firm L2, is that Instagram actually <a href="http://business.financialpost.com/investing/trading-desk/how-instagram-is-becoming-a-must-have-for-retailers?__lsa=6904-3bfd">has the highest browser-to-shopper conversion rate</a> of the social media outlets it tracks.</p> <p>This is all the more impressive considering that Instagram only allows brands to link to their website from their profile page.</p> <p><img src="https://assets.econsultancy.com/images/0006/9878/instagram_ads.jpg" alt="" width="700"></p> <p>The introduction of the Instagram ‘buy button’ sounded like a shift for the network.</p> <p>It is not available on regular Instagram posts yet, but limited to <a href="https://econsultancy.com/blog/66689-how-brands-are-using-instagram-ads/">the recently-introduced ad platform</a>.</p> <p>So if consumers see an item on the brand’s Instagram page they would like to purchase, they still have to search for the item on the retailer’s website to be able to buy it.</p> <h3>So, why is Instagram better at converting browsers to shoppers?</h3> <p>The answer is two-fold. What Pinterest promises is a channel through which brands can speak to women in a way that they like being spoken to.</p> <p>From our experience with clients, marketing messages with gender specific content are five times more successful than unisex messages.</p> <p>Brands understand the need to target consumers by gender, what seems odd is that brands are excited to segregate their female-targeted messages onto an entirely separate platform. </p> <p>Instagram, on the other hand, has a much more level gender split, allowing brands to target both men and women through the same platform by separating their content through gender specific accounts.</p> <p>Apparel retailers like Nike and ASOS are amongst the pioneers of this approach to Instagram, and it makes total sense. Why would you split your product by gender in-store, but then present it all together online?</p> <p><img src="https://assets.econsultancy.com/images/0006/9880/Screen_Shot_2015-12-10_at_11.08.21.png" alt="" width="700"></p> <p>It is more difficult for retailers to push their products openly on Instagram, which is the second, counter-intuitive reason why the platform is better for driving commerce.</p> <p>Brands publish content on Instagram that describes the lifestyle and culture of the company; it is the social network where retailers can forge an emotional connection with consumers.</p> <p>With our own customers we often see marketing messages with an absence of product promotion bringing in the most revenue.</p> <p>Messages promoting the culture behind the brand – be it a tie in with another brand or a connection to the local community – have proven to be extremely effective at driving engagement and revenue.</p> <p>Pinterest has been under pressure to bring commerce to the front of its platform for some time.</p> <p>Buyable pins move Pinterest towards becoming an aggregator of ecommerce, something akin to a digital shopping centre.</p> <p>This is by no means a bad thing, either for brands or consumers, but this evolution also moves Pinterest away from its social origins.</p> <p>Brands looking to tap into Instagram for ecommerce must keep in mind that the logical benefits of a product are often outweighed by a decision based on emotion.</p> <p>Social media allows brands to share their brand story in a way that retail space and owned websites often cannot offer, and for this reason a targeted Instagram account looks to be the better choice for driving revenue now, and potentially in the future.</p>