tag:www.econsultancy.com,2008:/topics/facebook Latest Facebook content from Econsultancy 2016-12-01T10:06:30+00:00 tag:www.econsultancy.com,2008:BlogPost/68581 2016-12-01T10:06:30+00:00 2016-12-01T10:06:30+00:00 10 of the best social media stories from November 2016 Nikki Gilliland <p>Naturally, November’s been a blockbuster month for brands kicking off Christmas-related marketing, but there’s also been some big news from Facebook, Vine, Snapchat and more.</p> <h3>John Lewis’s Christmas advert becomes the brand’s most-shared</h3> <p>It’s a hotly anticipated part of November - even kicking off Christmas for some – so this year’s John Lewis Christmas advert was bound to generate a lot of excitement.</p> <p>While ‘Buster the Boxer’ has been criticised for being slightly underwhelming, it still managed to become the brand’s most-shared ad ever.</p> <p>Now with over 1.76m shares, it has overtaken last year’s ‘Man on the Moon’.</p> <p>If you’re not sick of it just yet, you can also see John Lewis’s most famous <a href="http://www.johnlewis.com/inspiration-and-advice/family/lego-christmas-advert" target="_blank">Christmas ads in Lego form</a> if you visit the brand’s Oxford Street store. </p> <p>Because, well, why not?</p> <p><img src="https://assets.econsultancy.com/images/0008/1926/Lego_John_Lewis.JPG" alt="" width="646" height="434"></p> <h3>Pret’s alternative Christmas ad</h3> <p>From the rest of the Christmas ads, we’ve particularly enjoyed <a href="https://econsultancy.com/blog/68551-why-asda-and-waitrose-have-won-the-battle-of-the-xmas-tv-adverts-in-2016" target="_blank">Asda and Waitrose</a>, however Pret’s alternative advert has also caught our eye.</p> <p>Highlighting Pret’s Apprenticeship Scheme and its efforts to break the cycle of homelessness, it has received high praise for its philanthropic theme.  </p> <p>A lovely, memorable little film – it’s refreshing to see a brand focus on social good.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The cycle of homelessness is hard to break. With your support, we’re able to help people like Mark, Sabina and Jay. <a href="https://t.co/U2XCRZag89">https://t.co/U2XCRZag89</a></p> — Pret (@Pret) <a href="https://twitter.com/Pret/status/799227919684009984">November 17, 2016</a> </blockquote> <h3>The demise of Vine</h3> <p>While it was announced at the end of October, it’s probably taken a while for news of Vine’s closure to sink in, so we’re including it here…</p> <p>With concerns over its profitability and having been overshadowed by Snapchat and Instagram in recent years, Twitter made the decision to shut down the video-sharing app.</p> <p>It has been said that a website will continue to host already created clips, which at least means classics like this won’t be lost forever…</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Check out Kierra Santillan's post on Vine!<a href="https://t.co/ogYPUGhePn">https://t.co/ogYPUGhePn</a> It's hilarious</p> — Aria (@ariahall123) <a href="https://twitter.com/ariahall123/status/635937551346352128">August 24, 2015</a> </blockquote> <h3><strong>Instagram introduces live video</strong></h3> <p><a href="https://econsultancy.com/blog/68142-instagram-stories-what-do-marketers-need-to-know/" target="_blank">Instagram Stories</a> had a mixed response from users when it first launched in August. Now the brand is hoping to gain back favour with two brand new features.</p> <p>The first is Instagram Live, which allow users to stream live video to their followers and see real-time responses. </p> <p>Though it sounds identical to other video platforms, the major difference is that the video will disappear forever as soon as the broadcast ends.</p> <p>The second feature is an update to direct messages, which now allows users to send photos and videos privately rather than just communicate in text form. </p> <p><iframe src="https://player.vimeo.com/video/192221148" width="640" height="480"></iframe></p> <h3>Tinder updates its gender options</h3> <p><a href="https://econsultancy.com/blog/68511-how-tinder-is-encouraging-millennials-to-make-more-meaningful-connections/" target="_blank">Tinder</a> announced this month that users will be able to choose a gender other than male or female.</p> <p>Saying that "no matter how you identify, you can express your authentic self on Tinder" - it has introduced 37 different genders, which users can choose to display on their bio if they wish.</p> <p>The update is part of the app's stong stance against bullying and harassment.</p> <p><iframe src="https://www.youtube.com/embed/XP90QAnmaA4?wmode=transparent" width="656" height="367"></iframe></p> <h3>Snapchat sells Spectacles from Snapbot</h3> <p>Sorry about the alliteration overload, but earlier this month, Snapchat started selling its much-hyped smart glasses from a pop-up vending machine in the US.</p> <p>The Snapbot first popped up in Venice Beach, selling the Spectacles for $130. </p> <p>According to reports, it's been very difficult to track down so far, with Snapbot sneakily popping up with minimal notice.</p> <p>You can find out where it's headed next on its <a href="https://www.instagram.com/snapbotsightings/">Instagram account</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/1929/Snapbot_sightings.JPG" alt="" width="750" height="554"></p> <h3><strong>Facebook to tackle fake news</strong></h3> <p>Since the US election was decided on November 8th, concern over Facebook’s involvement in the proliferation of fake news has increased.</p> <p>In response, Mark Zuckerberg published two posts addressing the problem and outlining the platform’s attempts to tackle it.</p> <p>Despite maintaining that “the percentage of misinformation is relatively small”, he relented that a lot more could be done to prevent it, largely by refining and improving the Facebook’s current detection tools.</p> <p><img src="https://assets.econsultancy.com/images/0008/1927/Mark_Zuckerberg_statement.JPG" alt="" width="450" height="562"></p> <h3><strong>Facebook overestimates metrics once again</strong></h3> <p>It’s not been the best month for Facebook, has it?</p> <p>The platform admitted that it has miscalculated engagement metrics, reporting inflated figures on organic reach as well as errors relating to Instant Articles and referrals via apps.</p> <p>This is the second time in just a few months that Facebook has reported this kind of discrepancy, having <a href="https://econsultancy.com/blog/68332-should-marketers-be-more-concerned-about-facebook-s-video-metrics-faux-pas/">admitted overestimating video ad views in September</a>.</p> <p>Now, the platform is promising to work with more third-parties on verifying its data.</p> <p><img src="https://assets.econsultancy.com/images/0008/1928/Facebook_metrics.JPG" alt="" width="619" height="597"></p> <h3><strong>#MannequinChallenge</strong></h3> <p>There’s always some kind of social media craze doing the rounds, and this November it was the Mannequin Challenge.</p> <p>If you’ve somehow yet to see it, it basically involves people pretending to be mannequins while music plays in the background.</p> <p>Rather pointless yet mildly entertaining – especially when celebrities get involved.</p> <p><iframe src="https://www.youtube.com/embed/az1QhQZOUbI?wmode=transparent" width="854" height="480"></iframe></p> <h3><strong>Lidl launches Twitter ‘Price Drop’ campaign</strong></h3> <p>In a supposed ‘social first’, <a href="https://econsultancy.com/blog/68552-why-lidl-s-xmas-social-price-drop-campaign-is-no-turkey" target="_blank">Lidl launched a Christmas campaign</a> to allow consumers get their hands on festive food and drink for less.</p> <p>The idea is that the more users tweet about a product, the lower its price drops.</p> <p>So far, customers have gotten their mitts on lobster and serrano ham at bargain prices, resulting in a lot of positive sentiment for the brand on social.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Thanks to your tweets, for ONE DAY ONLY we’ve dropped our Serrano Ham to just £26.99. In store all day Saturday. <a href="https://twitter.com/hashtag/LidlSurprises?src=hash">#LidlSurprises</a> <a href="https://t.co/M8OVficAl7">pic.twitter.com/M8OVficAl7</a></p> — Lidl UK (@LidlUK) <a href="https://twitter.com/LidlUK/status/803909910199144448">November 30, 2016</a> </blockquote> tag:www.econsultancy.com,2008:BlogPost/68571 2016-11-29T14:52:13+00:00 2016-11-29T14:52:13+00:00 Content marketing in financial services: A look at Experian’s use of Facebook Video Nikki Gilliland <p>However, Experian UK – known for its credit score services – is trying to persuade people otherwise.</p> <p>It’s been doing some interesting things with Facebook video lately. Here’s a bit of insight into what’s been working (and what might be missing the mark).</p> <h3>Real-time and relatable elements</h3> <p>The first thing that strikes me about Experian’s Facebook page is just how active it is. </p> <p>Let’s not forget, while it does offer consumers information about mortgages and loans, Experian UK is built on the single service of credit checks and scores. </p> <p>So, it’s easy to wonder - just how much content can it produce based on that?</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FExperianUK%2Fvideos%2F1110788808993140%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <p>The answer is a surprising amount, which immediately goes in its favour when you compare it to competitors like Clear Score and Equifax.</p> <p>But how does a financial services company find so much to talk about? Experian has managed to strike a good balance of content based on real-time and topical elements.</p> <p>While some of its videos about credit scores have generated a good amount of views and engagement, the most-watched tend to be about topical subjects in the news, such as the recent Autumn statement from the UK government, or just general and relatable financial topics like how expensive holidays can be.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FExperianUK%2Fvideos%2F1143962865675734%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <p>Highly active <em>and</em> in tune with what users are talking about – it’s a good basis for any brand on Facebook.</p> <h3>Short duration and subtitles</h3> <p>Now, moving on to more specific elements that Experian uses to engage with users.</p> <p>With up to 47% of value being delivered in the first three seconds of a video, it is vital that brands grab the user’s attention as quickly as possible. </p> <p>Similarly, due to <a href="https://econsultancy.com/blog/67442-how-to-create-facebook-video-ads-that-cater-for-silent-autoplay/">silent autoplay</a>, it is important for the message to be communicated clearly.</p> <p>Using captions or subtitles is one of the best ways to ensure both, reportedly increasing video view time by an average of 12%.</p> <p>Experian UK has only used this feature on a select few videos, however with increased views it appears to be an effective strategy for the brand.</p> <p>As well as engaging the user's attention as they scroll down in their feed, it ensures they are able to consume the content regardless of what environment they are in.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FExperianUK%2Fvideos%2F1242833245788695%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p>Next, as most of Experian’s most-watched videos tend to be around a minute in length, a short and snappy (but not too short) duration could also be an effective tactic.</p> <p>Whether this is directly related to the amount of views is unclear – especially as I am not taking into consideration whether posts are boosted or sponsored - however it is just an interesting observation on face value.</p> <h3>Regular series</h3> <p>Lastly, while Experian’s videos featuring the opinions of the public are popular, users appear to engage with more professionally produced videos such as the #AskExperian series.</p> <p>When it comes to financial matters, it appears people want straightforward advice, explained in an equally easy-to-understand way.</p> <p>A high-profile or authority figure works too, of course.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FExperianUK%2Fvideos%2F1064816766923678%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p>By featuring the concerns of real-life consumers, there is also a highly relatable aspect to these videos. Seeing other people ask the same questions you might have is a comforting thought, and in turn provides users with an immediate incentive to watch.</p> <p>I recently wrote about how Nationwide is also using this tactic on Tumblr, which you can <a href="https://econsultancy.com/blog/68410-how-nationwide-is-using-tumblr-to-target-a-younger-generation/" target="_blank">read about here</a>.</p> <p>We can also see how creating a longer series of linked videos, rather than just a one-off, can be more effective for getting users invested. What's more, if people are enjoying content regularly, they're also more likely to share it.</p> <p>The ‘three generation’ series is a particularly good example, using a sense of family sentimentality to elevate the core subject matter of money.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FExperianUK%2Fvideos%2F1057635000975188%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>Hit or miss</h3> <p>So, we've discussed the good – but what about what isn’t working for Experian?</p> <p>Interestingly, the brand’s experimentation with <a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live/" target="_blank">Facebook Live</a> seems to have fallen flat, generating minimal views and engagement.</p> <p>This could be due to a lack of proper promotion. Without letting people know about a livestream in advance, it is likely to have passed users by.</p> <p>Similarly, the longer duration of around 15-16 minutes is probably going to put people off from watching it once the stream has ended.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FExperianUK%2Fvideos%2F1011658808906141%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <h3>In conclusion…</h3> <p>A financial brand with a refreshing approach to video – there’s a lot to appreciate about Experian’s social strategy.</p> <p>Unafraid to experiment with a light-hearted tone, but always remaining informative and easy-to-consume, it’s generated strong engagement from users.</p> <p>While it might not be the most exciting brand, it makes the topics of credit checking a little easier to stomach.</p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/reports/digital-transformation-in-the-financial-services-sector-2016/"><em>Digital Transformation in the Financial Services Sector</em></a></li> <li><a href="https://econsultancy.com/reports/digital-trends-in-the-financial-services-and-insurance-sector-2016/"><em>Digital Trends in the Financial Services and Insurance Sector</em></a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68568 2016-11-29T11:42:12+00:00 2016-11-29T11:42:12+00:00 Three reasons behind Dominos’ digital sales boost Nikki Gilliland <p>So, what’s behind the boost?</p> <p>Here’s a few reasons why Domino's is still taking a fairly hefty slice of the takeaway market, even in the face of competition with <a href="https://econsultancy.com/blog/68206-ubereats-vs-deliveroo-a-comparison-of-the-app-user-experience/" target="_blank">Deliveroo and UberEats</a>.</p> <h3>Embracing innovation</h3> <p>You might have seen Domino’s partaking in a number of unusual stunts this year. </p> <p>Despite occurring in other countries, many have resulted in UK media coverage due to their innovative and experimental use of new technology.</p> <p>The latest stunt involved a New Zealand couple getting their Domino’s pizza specially delivered by a drone - a result of the brand’s partnership with drone company, Flirtey.</p> <p><img src="https://assets.econsultancy.com/images/0008/1812/Domino_s_Drone.JPG" alt="" width="780" height="471"></p> <p>Described by Domino's Group CEO and Managing Director, Don Meij, as a way to "avoid traffic congestion and safely reduce delivery time and distance" – it offered an exciting glimpse into the possibilities this type of tech could present in future. </p> <p>In a similar event in Australia, Domino’s trialled an autonomous robot designed to deliver pizzas at street-level without the need for human navigation. </p> <p>While it seemed even more gimmicky than the aforementioned drone example, it still demonstrated Domino’s intent to push the boundaries of fast-food delivery.</p> <h3>Utilising social</h3> <p>As well as large-scale technology, Domino’s has been ramping up efforts to make ordering as easy as possible through everyday social platforms.</p> <p>It created its very own <a href="https://econsultancy.com/blog/68184-domino-s-introduces-dom-the-pizza-bot-for-facebook-messenger/">social media chatbot, Dom the pizza bot</a>, allowing users to order via Facebook Messenger with a single word or emoji.</p> <p>This is not the only example of Domino’s capitalising on its large social following. </p> <p>It’s also been making use of <a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live/" target="_blank">Facebook Live</a>, recently offering users the chance to win a year’s supply of pizza in a special art-themed online auction.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2FDominosPizza%2Fposts%2F10157732659530453%3A0&amp;width=500" width="500" height="646"></iframe></p> <p>Part of its campaign for the new Italiano range, it also allowed the brand to align online and offline marketing by transforming its stores into 'Pizz-Art Galleries'. </p> <p>Both of these examples show how Domino’s is keen to capture interest and excitement in the online spaces that its audience use the most.</p> <p>While it might not have generated many actual sales through Dom, the awareness it (or should I say he?) created was certainly valuable.</p> <h3>Improving mobile </h3> <p>Mobile is big business for the takeaway food market. <a href="https://www.comscore.com/Insights/Data-Mine/How-Food-Delivery-Services-Have-Kept-Customers-Reaching-For-The-Phone" target="_blank">Comscore reported</a> that 11m Brits visited one of the top three food delivery sites via a mobile device or PC during March of this year. </p> <p>What’s more, out of Domino’s 3m monthly users, around 70% are said to be mobile-only.</p> <p>Luckily for these customers, the brand made its website fully responsive in 2015 – a move that helped to <a href="http://internetretailing.net/2016/07/amazon-dash-dominos-pizza-online-changing-takeaway-food-delivery/" target="_blank">increase mobile conversions by an impressive 62%</a>. </p> <p><img src="https://assets.econsultancy.com/images/0008/1813/Dominos_mobile.JPG" alt="" width="200"> <img src="https://assets.econsultancy.com/images/0008/1814/Dominos_mobile_2.JPG" alt="" width="200"></p> <p>As well as this, it has introduced even more features to its popular mobile app, such as a one-touch ordering button for extra ease.</p> <p>Domino's also allows users to order via their Apple Watch or Amazon Echo device, taking an overarching ‘convenience-first’ approach rather than just a mobile one.</p> <h3>In conclusion...</h3> <p>Despite the popularity of Deliveroo and Just Eat, Domino’s Pizza has retained its appeal to fast-food lovers.</p> <p>Combining an increasingly innovative approach to delivery with a confident social media strategy it remains in a strong position, with the online sales to prove it.</p> tag:www.econsultancy.com,2008:BlogPost/68566 2016-11-29T10:43:36+00:00 2016-11-29T10:43:36+00:00 What are the most effective channels for influencer marketing? Nikki Gilliland <p>As the below tweet from high-profile influencer, Tanya Burr, shows - it's no longer a case of the more the better.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Which would you guys prefer I do as I struggle to keep up with both...</p> — Tanya Burr (@TanyaBurr) <a href="https://twitter.com/TanyaBurr/status/801766777759891456">November 24, 2016</a> </blockquote> <p>Here are a few key takeaways from Econsultancy’s Voice of the Influencer report, in association with Fashion and Beauty Monitor, highlighting where influencers are choosing to focus and why.</p> <h3>Instagram is key for fashion and beauty influencers</h3> <p>Now reaching the 500m user milestone, Instagram has seen phenomenal growth over the past few years.</p> <p>Unsurprisingly, it is now seen as the most influential channel, specifically for influencers within the fashion and beauty industries.</p> <p>While it is one of the least established, with just 16% of respondents saying they’ve been active on it for five years, 74% say it is the most important.</p> <p>With its high-impact visual nature, it is loved by brands looking to create ready-made sharable 'moments'.</p> <p><img src="https://assets.econsultancy.com/images/0008/1785/Influential_platforms.JPG" alt="" width="398" height="746"></p> <h3>Pressure to expand video channels</h3> <p>Despite just 16% of the influencers in our study citing YouTube as their most influential channel, it is interesting to note that channels with video functionality are rising in importance.</p> <p>With the introduction of <a href="https://econsultancy.com/blog/68142-instagram-stories-what-do-marketers-need-to-know/" target="_blank">Instagram Stories</a> and the continued popularity of Snapchat and Facebook Video, we can see that this medium is becoming a bigger focus.</p> <p>Consequently, many of the influencers surveyed in the report cited a pressure to expand in this area.</p> <p><img src="https://assets.econsultancy.com/images/0008/1790/Expert_View.JPG" alt="" width="389" height="408"></p> <h3>Sponsored posts are the most common method of getting paid</h3> <p>When it comes to getting paid, sponsored blogs or posts were cited as the most common activities for producing monetary returns.</p> <p>Interestingly, this contradicts findings from our <a href="https://econsultancy.com/reports/the-rise-of-influencers" target="_blank">Rise of Influencers</a> report published earlier this year, whereby brands cited content promotion and distribution as having the biggest earning potential.</p> <p>However, 69% of brands agreed that sponsored posts are “critical” or “very important”.</p> <p>With sponsored posts being particularly profitable for influencers with a 'small but strong and emerging social media following' as well as a 'strong online network with a wide audience and high reach' - this type of activity appears to be popular across the board.</p> <p><img src="https://assets.econsultancy.com/images/0008/1788/Monetary_Returns.JPG" alt="" width="600" height="710"></p> <h3>Email is most effective for communication between influencers and brands</h3> <p>Lastly, what about the channels that are most effective for creating and strengthening partnerships?</p> <p>This appears to be email, with 83% of influencers citing this as the most oft-used channel for communication.</p> <p>On the other end of the scale, agents and publicists are the least common, used by just 17%.</p> <p>With a desire for autonomy and control over their own image, many influencers are shunning third-party input. </p> <p><img src="https://assets.econsultancy.com/images/0008/1789/Email.JPG" alt="" width="344" height="690"></p> <p><strong>For lots more information on this topic, download <a href="https://econsultancy.com/reports/the-voice-of-the-influencer/" target="_blank">The Voice of the Influencer Report</a> in full.</strong></p> <p><em>Further reading:</em></p> <ul> <li><em><a href="https://econsultancy.com/blog/66560-what-are-influencers-and-how-do-you-find-them/" target="_blank">What are influencers and how do you find them?</a></em></li> <li><em><a href="https://econsultancy.com/blog/67884-seven-ways-social-media-is-shaping-the-beauty-industry/" target="_blank">Seven ways social media is shaping the beauty industry</a></em></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68563 2016-11-25T14:29:12+00:00 2016-11-25T14:29:12+00:00 10 exciting digital marketing stats from this week Nikki Gilliland <p>Don’t forget to download the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for further insight. </p> <h3>82% of young people unable to distinguish between news and native ads</h3> <p>Stanford University has found that young people show a surprising inability to decipher the type of information they find online.</p> <p>In a study on the behaviour of ‘digital natives’, it discovered that most were able to identify banner ads, however, 82% were unable to see the difference between a news article and native advertising.</p> <p>In fact, a number had no idea what ‘sponsored content’ even meant, leading to the suggestion that media literacy should be taken more seriously in schools.  </p> <h3>Black Friday spend predicted to surpass £1.1bn</h3> <p>Analysis from Captify suggests that <a href="https://econsultancy.com/blog/68557-how-uk-retailers-are-promoting-black-friday-online/" target="_blank">Black Friday 2016</a> will surpass last year's record spend of £1.1bn.</p> <p>Based on the analysis of 15bn online searches, it found an 11% jump in people searching Black Friday during the month of October compared to the same time last year.</p> <p>Two key trends have also emerged. </p> <p>The first is retailers offering huge discounts across a greater number of days, and the second is consumers researching as early as August to ensure they get the best deal.</p> <p>Taking both into consideration, it has been predicted that this year’s spend will blow last year’s record out the water. Be sure to come back next week to find out...</p> <h3>15% of consumers paying over the odds due to direct debit</h3> <p>New research from Echo Managed Services has found that direct debit payments are leading to a loss of consumer trust, with many paying out more than necessary.</p> <p>In a survey of 1,000 UK consumers, 15% were found to be spending more than they should.</p> <p>So why is this occurring?</p> <p>Poor customer engagement looks to be a big issue, with one in five receiving a higher than expected bill without any warning.</p> <p><img src="https://assets.econsultancy.com/images/0008/1768/Direct_Debit.JPG" alt="" width="656" height="421"></p> <h3>Online Christmas shopping sales already up from 2015 </h3> <p>Hooklogic has revealed the first round of ecommerce data from the 2016 Christmas shopping season.</p> <p>The results show significant growth from last year, with the amount of shoppers growing 13.8% YoY and conversion volume rising 1.8%.</p> <p>While the US election delayed proceedings for a while, the rebound was rapid, with a growth of 36.5% in ecommerce shopping on the Friday after results day.</p> <p>Hooklogic also found that mobile is becoming the device of choice for consumers, with a slight decline in desktop conversions overall.</p> <h3>People who share content are nine times more likely to buy</h3> <p>A new report by RadiumOne has found that consumers who click and share content online are nine times more likely than non-sharers to go on to buy.</p> <p>According the research, <a href="https://econsultancy.com/blog/67529-the-rise-of-dark-social-everything-you-need-to-know/" target="_blank">dark social</a> is a huge purchase driver, with 77% of converted shares originating from dark social channels compared to just 12% from Facebook.</p> <p>This suggests that brands should pay more attention to analytics that track non-public sharing, as well as offer incentives to the most active sharers.</p> <h3>43% of Christmas shoppers turn to Amazon</h3> <p>New statistics from Astound Commerce show that 43% of shoppers will buy their gifts on Amazon this year, demonstrating the retailer’s long-standing popularity.</p> <p>Despite this, a survey found that shoppers could be tempted elsewhere, but only if retailers rise to the occasion on a number of factors.</p> <p>65% of respondents said that better prices would sway them away from Amazon, while 46% cited special offers and promotions.</p> <p>Interestingly, only 29% say that on par or faster delivery times would prompt a purchase elsewhere.</p> <p><img src="https://assets.econsultancy.com/images/0008/1771/Amazon.jpg" alt="" width="750" height="499"></p> <h3>Shoppers aware of 9.3 brands at the beginning of path to purchase</h3> <p>When it comes to the path to purchase, consumers enter the journey with a very limited shortlist of brands - this is according to new insight from Quantcast.</p> <p>Research has revealed that shoppers tend to be aware of nine to 10 brands during the initial stages, before narrowing it down to consider just two or three.</p> <p>Finally, they will seriously consider one or two before making the final decision.</p> <p>However, only four out of 10 consumers are said to go on to buy from one of their shortlisted brands, with price, value and promotions being the strongest influences in changing their minds.</p> <p><img src="https://assets.econsultancy.com/images/0008/1766/Shortlist.JPG" alt="" width="780" height="247"></p> <h3>Marketers choose to represent diversity over brand messages</h3> <p>In a survey of 500 marketers in the UK, Shutterstock has discovered that many prefer to choose images that represent diversity in Britain today - rather than those that align with the brand message alone. </p> <p>Representing ethnic minorities and diverse communities is becoming an important priority for marketers, with 49% having used images relating to this in the past 12 months.</p> <p>Likewise, non-traditional family images are also becoming more popular, with 66% choosing these types of images over traditional ones.</p> <h3>Online search reflects growing demand for Hatchimals </h3> <p>New data from Hitwise has revealed the products that UK consumers have been searching for in the run up to Black Friday.</p> <p>As we reported a couple of weeks ago, Hatchimals retains the title of the most-searched for item, followed by the ever-popular Fitbit.</p> <p>There has also been a spike in searches for the term ‘Hatchimal in stock’, demonstrating the high demand for the toy.</p> <p>With Argos and Tesco recently announcing the appearance of more stock in stores, Hitwise recommends consumers move fast if they want to get their hands on it.</p> <p>Lastly, it is interesting to note that the PS4 Pro is making waves, now up three places to become the fourth most-searched for product.</p> <p><img src="https://assets.econsultancy.com/images/0008/1767/Hitwise.jpg" alt="" width="780" height="476"></p> <h3>Generation Z shops in-store an average of seven times a month</h3> <p>A new report by Shoppercentric suggests that Generation Z, or consumers aged between 15 to 24, are becoming a bigger priority for retailers. </p> <p>Interesting stats from the report include:</p> <ul> <li>Generation Z shop in-store around seven or eight times a month.</li> <li>62% of Gen Z agree that online shopping is a great way to prevent boredom.</li> <li>70% say that they often browse online with no intention of buying.</li> </ul> <p>For more analysis on this, read our article on <a href="https://econsultancy.com/blog/68554-how-retailers-are-targeting-generation-z/" target="_blank">how retailers are targeting Generation Z</a>.</p> tag:www.econsultancy.com,2008:BlogPost/68562 2016-11-25T14:17:02+00:00 2016-11-25T14:17:02+00:00 Why personalisation is key to Trainline’s social media strategy Nikki Gilliland <p>So, how does a company that sells tickets on its behalf create a positive reputation?</p> <p>I recently heard Nicole New, Social Media Manager at Trainline.com, speak about this topic at an event hosted by We Are Social.</p> <p>Here’s a summary of what she said.</p> <h3>Using social media as an enabler</h3> <p>For Trainline, the biggest challenge it faces on social media is cutting through the noise of people complaining about poor service – and creating a separate identity for the brand in its own right.</p> <p>On platforms like Twitter in particular, it can be hard to strike the right balance between <a href="https://econsultancy.com/blog/65478-how-20-top-uk-retailers-handle-social-customer-service/" target="_blank">customer service</a> and brand promotion.</p> <p>However, Trainline avoids blatant sales speak or merely shouting into the Twitter abyss about great prices.</p> <p>Instead, it strives to become part of the conversations and trends already happening online, aiming to answer questions and concerns of customers in real-time, but to also offer a friendly and fun voice on seasonal, topical or timely topics.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Be a Christmas culture vulture with these 5 festive trips: <a href="https://t.co/7m2PGIKrvr">https://t.co/7m2PGIKrvr</a> <a href="https://twitter.com/hashtag/Christmas?src=hash">#Christmas</a> <a href="https://t.co/LSHgr4lqJg">pic.twitter.com/LSHgr4lqJg</a></p> — trainline (@thetrainline) <a href="https://twitter.com/thetrainline/status/801767348839575553">November 24, 2016</a> </blockquote> <p>By positioning itself in this way, it is able to ensure it is the first brand that comes to mind when consumers need a train ticket.</p> <h3>Relate, don’t dictate</h3> <p>'Relate, don’t dictate' is a nice little slogan used by Nicole – and a great tip for anyone working in social media.</p> <p>Essentially, it means using platforms in such a way so that natural user behaviour is not disrupted.</p> <p>Again, this is done by being active in the spaces in which target consumers are present. But more than this, it is about honing in on the things that are the most relevant to them. </p> <p>For Trainline, this doesn’t always mean talking about the most obvious subjects.</p> <p>Nicole explained how one of Trainline’s most popular posts on Facebook for engagement was a post about University reading week.</p> <p>While it’s not specifically to do with train tickets, the brand found that it was a highly relatable topic for the platform’s core demographic.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fthetrainlinecom%2Fposts%2F1116512331765252&amp;width=500" width="500" height="481"></iframe></p> <p>The article tapped into the natural conversation that was occurring on Facebook from students talking about going home for reading week, perfectly aligning with their current interests and budgets. </p> <h3>Connecting through shared experiences</h3> <p>Nicole also spoke about how Trainline uses the above tactic to encourage users to talk to each other as well as the brand.</p> <p>By creating conversation around a popular and shared experience, such as the Edinburgh Fringe Festival for example, users are more likely to feel like Trainline enables their own activity on social media.</p> <p>Instead of being an overbearing brand trying to sell them something, it is a seamless part of the experience.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fthetrainlinecom%2Fposts%2F1065887370161082&amp;width=500" width="500" height="480"></iframe></p> <h3>Celebrating the customer</h3> <p>Lastly, Trainline’s customer-centric approach extends to how it responds to online feedback.</p> <p>While negative comments are par for the course, Nicole explained how positive mentions from consumers are truly celebrated.</p> <p>One way Trainline does this is to create personalised videos for users who mention the company in a positive light.</p> <p>By letting them know that the brand likes them back, Trainline is able to create a truly memorable moment for a customer, fostering a sense of loyalty and strengthening the cycle of positivity. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">We love you for being awesome too <a href="https://twitter.com/markfawkes123">@markfawkes123</a>, you're our kind of train traveller... <a href="https://t.co/DdDUbg08uW">pic.twitter.com/DdDUbg08uW</a></p> — trainline (@thetrainline) <a href="https://twitter.com/thetrainline/status/801725986765230080">November 24, 2016</a> </blockquote> <p><strong><em>Now read:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/67022-nine-things-i-love-about-the-trainline-app/" target="_blank">Nine things I love about the Trainline app</a></em></li> <li><a href="https://econsultancy.com/blog/68546-social-media-customer-service-six-important-talking-points/"><em>Social media customer service: Six important talking points</em></a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68556 2016-11-24T12:51:55+00:00 2016-11-24T12:51:55+00:00 Eight of the best booze brands on social media Nikki Gilliland <p>So, how do alcohol brands promote their products responsibly on social?</p> <p>Here’s a few examples of those doing it well.</p> <h3>Kronenbourg</h3> <p>One approach for alcohol brands is to divert attention away from the product or the pursuit of drinking itself.</p> <p>Kronenbourg beer is one brand that does this, using social media to promote fun and creative <a href="https://econsultancy.com/blog/67007-10-big-trends-happening-in-social-video/" target="_blank">video content</a>.</p> <p>The #LeBigSwim is probably its most famous example.</p> <p>Starring Eric Cantona, the campaign saw the footballer promising to swim the English Channel if 10,000 people declared Kronenbourg to be the supreme beer. </p> <p>It garnered a huge response on Twitter, with a reported 2.5m engagements and an earned reach of 66.3m.</p> <p>By giving consumers a purpose, asking them to actively respond and engage, it is a far more effective strategy than passive advertising.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Announcement très important. Cantona to swim the Channel. Will you support Eric? <a href="https://twitter.com/hashtag/LeBigSwim?src=hash">#LeBigSwim</a><a href="https://t.co/PZGErCXzZF">https://t.co/PZGErCXzZF</a></p> — Kronenbourg 1664 (@Kronenbourg1664) <a href="https://twitter.com/Kronenbourg1664/status/616566869420421125">July 2, 2015</a> </blockquote> <h3>Moët &amp; Chandon</h3> <p>Not all alcohol brands can rely on humour - especially those that are luxury or high-end.</p> <p>Instead, many choose to focus on legacy and long-standing tradition, like French winery Moët &amp; Chandon.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Finer bubbles, finer champagne – our definition of exquisite taste. For 275 years we’ve only settled for perfection <a href="https://twitter.com/hashtag/OPENTHENOW?src=hash">#OPENTHENOW</a> <a href="https://t.co/16qJDR6PuT">pic.twitter.com/16qJDR6PuT</a></p> — Moët &amp; Chandon UK (@Moet_UK) <a href="https://twitter.com/Moet_UK/status/798888355597422592">November 16, 2016</a> </blockquote> <p>Unnafraid to go all out on social, it recognises the fact that its niche audience love the brand for its opulence and decadence. </p> <p>Its Instagram channel in particular shows this off to great effect, confidently showcasing the product in an array of stunning and aspirational settings. </p> <h3>Patrón</h3> <p>Tequila brand Patrón is another ultra-premium brand, however its presence on social is built around giving users access to its exclusive world.</p> <p>Last year, it used Oculus Rift technology to create 'The Art of Patrón' <a href="https://econsultancy.com/blog/67834-why-virtual-reality-is-the-ultimate-storytelling-tool-for-marketers/" target="_blank">virtual reallity experience</a>.</p> <p>Giving viewers a behind the scenes look at its Hacienda Patrón distillery in Jalisco, Mexico, it shows in intricate detail how tequila is made.</p> <p>Generating excitment through innovative technology, it is a great example of content that users will want to share with their friends on social.</p> <p>Similarly, it also shows why the brand has gone from a non-existent digital presence to one of the best in the business.</p> <p><iframe src="https://www.youtube.com/embed/s-lAI0GbufQ?wmode=transparent" width="854" height="480"></iframe></p> <h3>Jack Daniels</h3> <p>While large campaigns and video ads can generate engagement, traditional social media practices like one-to-one conversations are also worthwhile - particularly when it comes to fostering customer loyalty.</p> <p>Jack Daniels is a brand that consistently does this, replying to the majority of comments on its Facebook page.</p> <p>By instilling this confidence in fans on social, it naturally generates a lot of user generated content, with many people posting their own recipes in response.</p> <p>This demonstrates how even the biggest brands can create their own mini-communities on hubs and social platforms.</p> <p><img src="https://assets.econsultancy.com/images/0008/1711/Jack_Daniels.JPG" alt="" width="451" height="788"></p> <h3>Stoli Vodka</h3> <p>Stoli, or Stolichnaya, is a vodka brand that cleverly disrupts the stereotypes associated with its product.</p> <p>Using the hashtag #DrinkWhatYouWant to promote the related advert on Twitter, it aims to show men that it's OK to drink fruit-based cocktails.</p> <p>While it's certainly not the best or funniest advert around, it is still a good example of how to market to a specific audience.</p> <p><iframe src="https://www.youtube.com/embed/F4VdkVvg4fQ?wmode=transparent" width="854" height="480"></iframe></p> <p>Continuing its targeting of men, the brand also uses hashtags like #cocktailgating on Twitter, drawing on interest and excitement in the American football season to further its reach.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Looking to elevate your tailgating game? Try <a href="https://twitter.com/hashtag/cocktailgating?src=hash">#cocktailgating</a>. <a href="https://twitter.com/hashtag/Stolicocktailgating?src=hash">#Stolicocktailgating</a> <a href="https://t.co/XAXZLx9L9W">pic.twitter.com/XAXZLx9L9W</a></p> — Stolichnaya Vodka (@Stoli) <a href="https://twitter.com/Stoli/status/784061090116333568">October 6, 2016</a> </blockquote> <h3>Carlsberg</h3> <p>Another brand that typically targets men, Carlsberg is <a href="https://econsultancy.com/blog/67373-carlsberg-probably-the-best-content-strategy-in-2015/" target="_blank">well-known for its fun and innovative content strategy</a>.</p> <p>This extends to social too, where the brand is well adept at keeping followers engaged and interested long-term.</p> <p>One of the ways it does this on Twitter is through its short, snappy and varied feed - mostly ensuring that users do not need to click away to consume content.</p> <p>Using Twitter cards and native video to hold attention, it means fans can enjoy its recognisable style of content while scrolling through social media.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Enjoy your Carlsberg without the Car. <a href="https://twitter.com/hashtag/GlobalBeerResponsibilityDay?src=hash">#GlobalBeerResponsibilityDay</a>. <a href="https://twitter.com/hashtag/CheersResponsibly?src=hash">#CheersResponsibly</a> <a href="https://t.co/mxTPbCH1jB">https://t.co/mxTPbCH1jB</a> <a href="https://t.co/xsnZvXTfut">pic.twitter.com/xsnZvXTfut</a></p> — Carlsberg (@carlsberg) <a href="https://twitter.com/carlsberg/status/776789373757038592">September 16, 2016</a> </blockquote> <p>Likewise, Carlsberg is also very confident in what its consumers want, regularly retweeting posts from sponsors and other related channels.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Watch the best <a href="https://twitter.com/hashtag/EURO2016?src=hash">#EURO2016</a> semi-final goals and vote for your favourite: <a href="https://t.co/pV7h5YXA8h">https://t.co/pV7h5YXA8h</a> <a href="https://t.co/7ZQxCfuDIB">pic.twitter.com/7ZQxCfuDIB</a></p> — UEFA EURO (@UEFAEURO) <a href="https://twitter.com/UEFAEURO/status/751712161672691712">July 9, 2016</a> </blockquote> <h3>Johnnie Walker</h3> <p>Johnnie Walker is a brand that promotes a lifestyle rather than just its product.</p> <p>Recognising the power of experiences over purchases, its presence on social mainly promotes its #KeepWalking campaign - built on the notions of progress and the fight against adversity.</p> <p>While it all sounds rather worthy coming from a whisky brand, it is shrewd in how it uses the influence of others to promote its core message.</p> <p>Building on the tagline of 'Let Joy Push You On', it partners with people like Romi Garduce, a passionate mountaineer with a loyal following on Instagram.</p> <p><img src="https://assets.econsultancy.com/images/0008/1712/Johnnie_Walker.JPG" alt="" width="780" height="329"></p> <p>Working with other influencers such as Jude Law and artist Arran Greggory, the brand effectively draws on larger themes to inspire and empower its audience.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Congratulations, Lesvos, for the Nobel Peace Prize nomination. It’s well deserved. See the story at: <a href="https://t.co/Y1DuGujnjM">https://t.co/Y1DuGujnjM</a> <a href="https://twitter.com/hashtag/KeepWalking?src=hash">#KeepWalking</a> <a href="https://t.co/S6xuTfjbPg">pic.twitter.com/S6xuTfjbPg</a></p> — Johnnie Walker (@johnniewalker_) <a href="https://twitter.com/johnniewalker_/status/783275504589615104">October 4, 2016</a> </blockquote> <h3>Rekorderlig</h3> <p>Lastly, Rekorderlig is a great example of how to capitalise on real-time events and pop culture references to <a href="https://econsultancy.com/blog/67822-four-great-examples-of-marketing-to-millennials/" target="_blank">draw in a millennial crowd</a>.</p> <p>Newsjacking is always a tricky tactic, however, the cider brand tends to err on the side of caution with a lighter approach.</p> <p>Using hashtags related to everything from the Great British Bake Off to the Olympics, it strives to stay relevant.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Anyone for a Rekorderlig Strawberry-Lime cupcake? <a href="https://twitter.com/hashtag/NationalCupcakeWeek?src=hash">#NationalCupcakeWeek</a> <a href="https://twitter.com/hashtag/GBBO?src=hash">#GBBO</a> <a href="https://t.co/aYhpSAYm7G">pic.twitter.com/aYhpSAYm7G</a></p> — Rekorderlig Cider (@rekorderlig) <a href="https://twitter.com/rekorderlig/status/778662583276568576">September 21, 2016</a> </blockquote> <p>As well as Twitter, its Instagram presence is also well-executed, used to generate excitement around seasonal events like its winter pop-up bar.</p> <p><img src="https://assets.econsultancy.com/images/0008/1713/Rekorderlig.JPG" alt="" width="750" height="469"></p> tag:www.econsultancy.com,2008:BlogPost/68534 2016-11-23T16:00:00+00:00 2016-11-23T16:00:00+00:00 What are dark Facebook posts? Nikki Gilliland <p>You might have heard of <a href="https://econsultancy.com/blog/67529-the-rise-of-dark-social-everything-you-need-to-know/" target="_blank">dark social</a> or dark web – but this is something different.</p> <p>Let’s shine a light on the subject.</p> <h3>Social posts for select eyes only</h3> <p>A dark post is anything a brand might post on Facebook – such as a link, video, photo or status – that will only be seen by a specific or target demographic. </p> <p>Unlike a regular published post, a dark post does not show up on a brand’s timeline or on its follower’s organic newsfeed. </p> <p>Instead, it appears as an advert for some, but remains hidden to everyone else.</p> <p>You might have heard dark posts also being referred to as ‘unpublished posts’ – they are the same thing, a promoted and targeted post that is not published on your brand page.</p> <p>A similar option is available on LinkedIn.</p> <p><img src="https://assets.econsultancy.com/images/0008/1527/Creating_dark_posts.JPG" alt="" width="500" height="739"></p> <h3>Why do brands use them?</h3> <p>There are many benefits to using dark posts.</p> <p>The biggest is that unlike organic or boosted posts, they enable brands to carry out <a href="https://econsultancy.com/blog/67249-a-beginner-s-guide-to-a-b-testing/" target="_blank">A/B testing</a> without cluttering up their own pages and annoying users in the process. </p> <p>By tweaking headlines, call-to-actions and even the time of publication - brands can measure CTR’s and determine what kind of ads are the most effective and why.</p> <p>Further to this, it allows brands to ramp up <a href="https://econsultancy.com/blog/67070-why-personalisation-is-the-key-to-gaining-customer-loyalty/" target="_blank">personalisation</a>.</p> <p>With the ability to post dozens of ads without the fear of backlash, posts can be targeted to a user’s location, interests or previous online behaviour.</p> <p>The idea is that the more targeted they are, the larger the likelihood of engagement. </p> <p><img src="https://assets.econsultancy.com/images/0008/1529/FB_flyer.JPG" alt="" width="760" height="602"></p> <h3>Are they better than boosted posts?</h3> <p>A <a href="http://trackmaven.com/thank-you-2017-facebook-advertising-index/" target="_blank">recent report from TrackMavens</a> found that businesses are spending on average nearly twice as much on dark posts as they are on boosted posts.</p> <p><img src="https://assets.econsultancy.com/images/0008/1531/Dark_post_average_spend.JPG" alt="" width="750" height="514"></p> <p>However, despite this increased spend resulting in greater reach and more page likes, boosted posts appear to garner more engagement overall.</p> <p>The average boosted post on Facebook receives 643 total interactions, while the average dark post on Facebook receives 559 total interactions.</p> <p><img src="https://assets.econsultancy.com/images/0008/1532/Dark_posts_interactions.JPG" alt="" width="718" height="411"></p> <p>With the latter having more longevity - staying active for around 42 days - it appears that dark posts are being used as more of a long-term strategy for larger brands.</p> <h3>Should you use dark posts with caution?</h3> <p>While dark posts mean improved targeting and testing, brands do need to be wary that they don’t enter into ‘creepy’ marketing territory.</p> <p>Instead of increasing engagement, using super-personal details like names has the potential to alienate users instead of attracting them.</p> <p>However, if used correctly, these types of posts can undoubtedly be a valuable tactic for brands online.</p> <p>The chance to carefully measure how an ad performs, as well as tailor it to a target demographic, could easily outweigh the high cost and potential pitfalls.</p> <p>With a recent survey finding that <a href="https://www.iabuk.net/about/press/archive/15-of-britons-online-are-blocking-ads" target="_blank">46% of users use ad blockers</a> due to annoyance over irrelevant ads - it's sometimes better to be left in the dark.</p> tag:www.econsultancy.com,2008:BlogPost/68548 2016-11-22T16:00:00+00:00 2016-11-22T16:00:00+00:00 Novartis launches a social network for heart failure Patricio Robles <p>It partnered with the American Heart Association and actress/singer Queen Latifah to be a part of their <em>Rise Above Heart Failure</em> initiative, which includes events, media outreach and digital content distributed on the American Heart Association's website.</p> <p>And, last month, it supported a panel discussion broadcast <a href="https://econsultancy.com/blog/68403-pharma-company-novartis-taps-facebook-live-event-to-promote-heart-failure-drugs/">through Facebook Live</a> on World Heart Day that featured Queen Latifah and medical doctor Karol E. Watson, a professor of medicine/cardiology and the co-director of the UCLA Program in Preventive Cardiology.</p> <p>Now, Novartis has launched <a href="https://www.togetherinhf.com">a dedicated online social network</a> for heart failure patients and caregivers. <em>Together in HF</em>, which debuted late last month, aims to connect those affected by heart failure, provide heart failure resources and offer content from medical experts.</p> <p><img src="https://assets.econsultancy.com/images/0008/1663/novartissocial.jpg" alt="" width="910" height="430"></p> <p>The social network features dedicated sections for heart failure patients to share their stories and discuss how they live with heart failure. There is also a section for caregivers to interact with each other.</p> <p>Novartis has a team of community managers who oversee the social network, and experts, such as Dr. Bob Hilkert, a cardiologist with Novartis, contribute content.</p> <h3>Facebook isn't always <em>the</em> social network</h3> <p>To launch <em>Together in HF, </em>Novartis teamed up with a number of organizations, including the American Association of Heart Failure Nurses, Association of Black Cardiologists, American College of Cardiology and WomenHeart. </p> <p>While companies frequently create communities on existing social platforms, like Facebook, because they come with built-in audiences that can be tapped, Novartis and its partners decided to launch their own social network. Two of the biggest reasons: privacy and control.</p> <p>Registration on <em>Together in HF</em> is open only to individuals located in the United States, content is private and only available to other members. Healthcare practitioners are not permitted to sign up in their capacity as healthcare practitioners; they can register in the capacity of a patient or caregiver.</p> <p>Novartis has established its own set of community guidelines and allows users to delete their accounts at any time, promising that "all [account] information will be removed from the server."</p> <p>Ensuring privacy, establishing and enforcing its own set of policies and maintaining ownership and control of its data are obviously important to any pharma company operating an online community, and these would have been all but impossible to accomplish had Novartis not built its own social network.</p> <p>While the cost of that is certainly higher – <em>Together in HF</em> was two years in the making<em> </em>– Novartis' effort demonstrates that there are use cases for which dedicated, self-hosted online communities are worthwhile investments, particularly in health and medicine.</p> <p>After all, Entresto is expected to generate $200m per year in revenue for Novartis, so building out its own products to support the heart failure community clearly has the potential to deliver a return if those products are well-crafted.</p> <p><strong><em>More on healthcare:</em></strong></p> <ul> <li> <a href="https://econsultancy.com/blog/68411-the-doctor-is-always-in-baidu-to-launch-medical-chatbot/">The doctor is always in: Baidu to launch medical chatbot</a> </li> <li> <a href="https://econsultancy.com/blog/68346-new-data-shows-why-digital-is-now-critical-to-pharma/%20">New data shows why digital is now critical to pharma</a> </li> </ul> tag:www.econsultancy.com,2008:BlogPost/68547 2016-11-21T15:30:00+00:00 2016-11-21T15:30:00+00:00 How advertisers are being exploited by fake news sites Patricio Robles <p>In many cases, these fake news sites were not intended to sway public opinion but instead to generate ad revenue for their creators.</p> <p><a href="https://www.buzzfeed.com/craigsilverman/how-macedonia-became-a-global-hub-for-pro-trump-misinfo">According to</a> BuzzFeed News, teens in a small town in Macedonia were behind more than 100 pro-Trump sites that were set up to capitalize on interest in Trump to, in some cases, generate thousands of dollars a month in revenue from advertising.</p> <p>And <a href="https://www.washingtonpost.com/news/the-intersect/wp/2016/11/17/facebook-fake-news-writer-i-think-donald-trump-is-in-the-white-house-because-of-me/">according to</a> a Washington Post report, one fake news site owner, Paul Horner, makes $10,000 per month from AdSense. One of Horner's sites, abcnews.com.co, features articles with the following headlines:</p> <ul> <li>Obama Signs Executive Order Declaring Investigation Into Election Results; Revote Planned For Dec. 19th</li> <li>Fireman Suspended &amp; Jailed By Atheist Mayor For Praying At Scene Of Fire</li> <li>Drug Kingpin Joaquin ‘El Chapo’ Guzman Escapes Mexican Prison For The Third Time</li> <li>Obama Signs Executive Order Banning The National Anthem At All Sporting Events</li> <li>World’s Biggest Starbucks Opening In Phoenix AZ: Roller Coaster, Underground Water Slide &amp; Robot Baristas</li> </ul> <p>While Horner says that he "like[s] getting lumped in with the Onion" and that there is "purpose and meaning behind" what he does, unlike the Onion, abcnews.com.co is arguably not a parody site.</p> <p>The domain and logo are clearly intended to play off of the brand of the real ABC News, and articles begin with AP, an obvious false reference to the Associated Press, which of course has nothing to do with the content on Horner's site. </p> <p>Despite the fact that Horner's site violates AdSense's <a href="https://support.google.com/adsense/answer/1348688">policies</a> against misrepresentative content, which cover "deceptively presenting fake news articles as real" as well as "falsely implying having an affiliation with, or endorsement by, another individual, organization, product, or service," Horner's site includes advertising from Google AdSense.</p> <p>On an article entitled <em>Donald Trump Tweets Image Of His Penis – WARNING: Graphic Content </em>that includes a fake photo of the president elect with the real ABC News logo, this author was served ads from brands like AT&amp;T, The Wall Street Journal and Panera Bread.</p> <p>Needless to say, none of these brands likely intended for their ads to show up on abcnews.com.co or this fake article.</p> <p><img src="https://assets.econsultancy.com/images/0008/1661/fakeabcnews.png" alt="" width="794" height="475"></p> <h2>Asleep at the wheel</h2> <p>That reputatable and supposedly well-policed ad networks are being used to serve ads to such low-quality sites, to the detriment of their advertiser clients, <a href="https://econsultancy.com/blog/68259-are-online-advertisers-wising-up-about-content-quality/">is not news</a>.</p> <p>But with big companies like Google and Facebook facing higher levels of scrutiny following the 2016 election, it's possible that the lackadaisical enforcement of their policies could start to become more problematic.</p> <p>While <a href="https://econsultancy.com/training/courses/programmatic/">programmatic</a> has increased advertiser focus on the concept of <a href="https://econsultancy.com/blog/68198-how-people-based-marketing-is-redefining-effectiveness-in-programmatic-ad-buying/">buying audiences</a>, and many brands have come to prioritize reach, there is growing evidence that content quality has a significant effect on campaign efficacy.</p> <p>For example, a comScore study earlier this year found that <a href="https://econsultancy.com/blog/68086-ads-on-premium-sites-drive-67-greater-brand-lift/">ads on premium sites drive 67% greater brand lift</a>.</p> <p>Another recent study found that ads following political ads <a href="http://www.mediapost.com/publications/article/287639/political-ads-found-to-suppress-effectiveness-of-b.html">had a negative impact on brand perception</a>, again demonstrating that content and context can be just important as who ads are shown to.</p> <p>Obviously, networks like AdSense, despite their increasingly obvious shortcomings, aren't going away any time soon, but the spotlight on fake news should serve as a wake-up call to the industry that there is a lot of unnecessary waste that needs to be dealt with for the long-term health of digital advertising.</p> <p>Both Facebook and Google have <a href="https://www.theguardian.com/technology/2016/nov/15/facebook-google-fake-news-sites-ad-networks">updated their ad network policies</a> to reaffirm that they'll be going after fake news sites, but how easy that will be achieved remains to be seen.</p>