tag:www.econsultancy.com,2008:/topics/social-2 Latest Social content from Econsultancy 2016-10-24T17:09:05+01:00 tag:www.econsultancy.com,2008:WebinarEvent/838 2016-10-24T17:09:05+01:00 2016-10-24T17:09:05+01:00 Social Quarterly Webinar <p>Social media moves quickly, with platforms and trends evolving all the time. Econsultancy’s Social Quarterly provides an overview of the latest trends in the industry, with information that can be translated into your own documents or be used internally at a moment’s notice.</p> <p>Join our webinar, where we will be presenting the latest version of the Social Quarterly, updating you on all the latest changes, user numbers and updates across multiple platforms.</p> <p>Bringing to life data from Econsultancy reports and blog posts, the Social Quarterly is the best of social in an easy-to-digest format.</p> <p>This webinar will help you:</p> <ul> <li>Get on top of the latest developments across multiple social media platforms.</li> <li>Understand some of the new features on Snapchat, Twitter and Instagram.</li> <li>Pinpoint areas in which you could be doing more when it comes to managing your social media.</li> <li>Gain confidence in speaking about social media trends and making recommendations to your colleagues about potential ways to improve your social media campaigns. </li> </ul> <p>Hosting our webinar is Joanna Halton, Head of Client Strategy at myclever™ Agency. Joanna is a regular lecturer on Digital PR, Social Media and Content at MMU, was a CIPR social media panel member and SomeComms Mark Hanson award winner. </p> tag:www.econsultancy.com,2008:BlogPost/68429 2016-10-19T02:00:00+01:00 2016-10-19T02:00:00+01:00 Six things marketers should know about social media in Asia-Pacific Jeff Rajeck <p>Of course Asia-Pacific also offers great opportunities for brands to find new markets and even develop new products.</p> <p><img src="https://assets.econsultancy.com/images/0008/0477/kitkat.jpg" alt="" width="800" height="347"></p> <p>The APAC region, however, is not homogeneous. There are dozens of countries, hundreds of languages, and countless ethnicities.  </p> <p>Because of its diverse nature, it can be difficult to know where to start.</p> <p>To help, Econsultancy recently published a new report, <a href="https://econsultancy.com/reports/social-media-strategy-asia-pacific-best-practice-guide">Social Media Strategy Asia Pacific Best Practice Guide</a>.</p> <p>In it, subscribers will find recommendations about: </p> <ul> <li>Social media strategy frameworks.</li> <li>Localising social media teams.</li> <li>Planning social media posts.</li> <li>Reporting frameworks.</li> </ul> <p>The report also covers many of the developments of social media in the region as well as useful comments from marketers based in APAC.</p> <p>Below are a few highlights from the report to give you a quick overview of the state of social media in the Asia-Pacific region.</p> <h3>1. Facebook is the king of social media in APAC</h3> <p>According to <a href="https://s21.q4cdn.com/399680738/files/doc_presentations/FB-Q216-Earnings-Slides.pdf">the latest company estimate</a>, Facebook has 1.71bn monthly active users (MAUs). Out of these, 592m are in Asia-Pacific, <strong>more than North America and Europe combined.</strong></p> <p>When these figures are broken down by country and compared with the internet population of APAC countries, it seems that the social network dominates in the region.</p> <p><img src="https://assets.econsultancy.com/images/0008/0478/facebook.png" alt="" width="626" height="482"></p> <p>Curiously, some countries show more Facebook users than netizens. This is most likely due to an estimation error from one or both sources.</p> <p>Regardless, it is clear from the data that <strong>Facebook has significant reach in most of the major Asia-Pacific markets.</strong>  </p> <p>Marketers can, therefore, reasonably start in APAC by expanding their Facebook marketing in the region.</p> <h3>2. Except in China</h3> <p>The one glaring exception in the chart above is China. With only around 2m monthly active Facebook users,<strong> China's Facebook population is less than 1% of estimated 721m internet users.</strong></p> <p>For those unaware, the reason for this is that Facebook is blocked in the country by a government programme popularly known as the 'Great Firewall of China' (GFC).</p> <p>The GFC, purportedly created to stop the flow of information harmful to the Chinese government, also <strong>blocks many other site popular with marketers in the west including Google, Twitter, Instagram, and Snapchat.</strong></p> <p>Because of this, marketers who are targeting China should <a href="http://www.blockedinchina.net/">find out which sites are blocked</a> and become familiar with the platforms which are available in the country.</p> <h3>3. APAC has its own social networks</h3> <p>Perhaps one of the most surprising aspects of social media in Asia-Pacific is that <strong>there are many local social networks in the region with almost no footprint in the West.</strong></p> <p> Also interesting is that all of these networks have launched since 2010 and so are almost all based on mobile.</p> <p><strong>In China, WeChat is now the dominant social network in the country</strong>, and also the biggest cultural phenomenon on the internet as well.</p> <p>With over 750m monthly active users, WeChat has become part of everyday life in China for search, sharing, chat, and ecommerce.</p> <p>For more on WeChat and China's other social networks, please refer to our <a href="https://econsultancy.com/reports/the-china-digital-report/">China Digital Report</a>.</p> <p>Japan, too, has its own preferred social network, LINE.  </p> <p>LINE does not quite have the footprint in Japan as WeChat does in China, but it is estimated that more than half of Japanese internet users log in to it daily.</p> <p>For more on LINE and Japan's social networks, please refer to our <a href="https://econsultancy.com/reports/the-japan-digital-report">Japan Digital Report</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/0479/line.png" alt="" width="800" height="462"></p> <p>Other APAC countries also have 'homegrown' networks that have become quite popular.  </p> <p>Korea has KakaoTalk, Vietnam's local social network is Zalo, and in India Hike has recently reported more than 100m registered users.  </p> <p>For more on these and other networks, please refer to the <a href="https://econsultancy.com/reports/social-media-strategy-asia-pacific-best-practice-guide">APAC Social Media Best Practices Report</a>.</p> <h3>4. Local social networks face challenges</h3> <p>While the local social networks have prospered in their country of origin, none of them have been able to grow significantly beyond their borders.</p> <p>Tencent, WeChat's parent company, famously spent large sums and enormous effort to get a foothold in other countries.  </p> <p>In 2013, the company signed up football star Lionel Messi to promote the social network globally.  </p> <p><img src="https://assets.econsultancy.com/images/0008/0480/messi.jpg" alt="" width="800" height="452"></p> <p>While the company claimed to have gained 100m users from the endorsement, <a href="https://www.techinasia.com/wechat-global-expansion-fail">later reports</a> showed that, following the campaigns, <strong>WeChat quickly fell out of the top 100 apps in target countries.</strong></p> <p>LINE has had more success in crossing borders.  </p> <p>It has become one of the leading messaging apps in Taiwan, Thailand, and Indonesia.  </p> <p>Yet even with success outside of Japan, its quarterly growth rate lags far behind the Western chat-based social networks.</p> <p><img src="https://assets.econsultancy.com/images/0008/0481/messaging.png" alt="" width="791" height="491"></p> <p>So, while it's difficult to keep up with the dominant social network in each country, <strong>marketers need to refer to current research before launching a big campaign in the region.</strong>  </p> <p>In APAC, what was big news last year may not be so popular this year.</p> <h3>5. Social commerce is huge</h3> <p>One area which Asia seems to be leading the way is with social commerce.</p> <p>While Facebook is still testing its 'buy' button and Instagram sits on the sidelines, <strong>social networks in APAC have already integrated purchasing into social media apps.</strong></p> <p>Both LINE and WeChat offer in-app payments and are used heavily in their respective countries for everyday purchases including in-store, taxis, and even utilities.  </p> <p>Over the one-week Chinese New Year holiday in 2016, <strong>WeChat had more that 8bn transactions, far more than PayPal had in all of 2015 (4.9bn).</strong></p> <p>Also in China, purpose-built social commerce apps are emerging. XiaoHongShu, or RED, allows its users to share fashion tips and luxury product launches.</p> <p>Instead of just sharing, however, RED also allows its members to buy merchandise directly through the app.</p> <p>In 2016, the company reported that they had 5m monthly active users and $200m in sales on the platform.  </p> <p><img src="https://assets.econsultancy.com/images/0008/0485/red.jpg" alt="" width="800" height="303"></p> <p>In this way, some APAC countries are far ahead Western countries with the adoption of social commerce.  </p> <p>Marketers interested in social selling in the region should see how their brands can take advantage of this trend.</p> <h3>6. Attribution difficult in APAC due to 'dark social'</h3> <p>Finally, another trend which brands are facing in the region is that it is becoming more difficult to attribute clicks to the referring network.</p> <p>While the major social networks such as Facebook and Twitter deliver source information to web analytics systems, most of the new Asia networks do not.</p> <p><img src="https://assets.econsultancy.com/images/0008/0486/darksocial.png" alt="" width="485" height="416"></p> <p>What this means is that any sharing or traffic which originates on these networks is hidden from brands.</p> <p>Because of this, traffic from these new networks is said to have come from 'dark social'.</p> <p>While it is difficult to gauge the size of dark social in the region, RadiumOne released <a href="https://radiumone.com/wp-content/uploads/2016/08/radiumone-the-dark-side-of-mobile-sharing-June-7-2016.pdf">a report</a> which shows that the problem may be much bigger than most expect.  </p> <p>According to its research, dark social may account for nearly all of the content and data shared via mobile in the region.</p> <p>So, while Google Analytics and other similar systems are useful for attribution in the West, more sophisticated attribution modeling will be necessary for APAC-based campaigns.</p> <h3>So...</h3> <p>While the APAC region's digital landscape resembles the Western one in many ways, there are also many differences worth noting.</p> <p>Facebook may be dominant overall, as in the West, but each APAC country also has its own social networks which should be taken into consideration. </p> <p>Many of these, including WeChat in China and LINE throughout Asia, also offer in-built ecommerce features which are used far more than their Western equivalents.</p> <p>Still, these APAC-based networks are struggling to succeed outside of their home nation and so <strong>brand marketers are advised to keep up-to-date on the latest trends.</strong></p> <p>Reading our latest report on social media in the region, <a href="https://econsultancy.com/reports/social-media-strategy-asia-pacific-best-practice-guide">Social Media Strategy Asia Pacific Best Practice Guide</a>, is a good start.</p> tag:www.econsultancy.com,2008:BlogPost/68412 2016-10-18T13:23:06+01:00 2016-10-18T13:23:06+01:00 Traffic to hotel websites is declining: How should they respond? Patricio Robles <p>According to the study, monthly visits to sites like Airbnb, VRBO and HomeAway has surged by 70% over the past three years while direct traffic to hotel sites has decreased by 3.6%.</p> <p>While the latter might seem like a modest decline, consider this: Hitwise estimates that within the next 12 months, visits to residential rental sites will surpass direct visits to hotel sites. </p> <p>What's more, the Airbnbs of the world would appear to have potentially more favorable traffic profiles than their hotel site competitor.</p> <p>They are slightly less dependent on search engine traffic than hotel sites and they generate more than double and triple the traffic from social channels and email, respectively.</p> <p>Hitwise speculates that this "may be due to the fact that travelers seeking rentals may be emailing property links to friends" at a much higher clip, a behavior that is beneficial for rental sites for obvious reasons.</p> <p><img src="https://assets.econsultancy.com/images/0008/0428/image002.png" alt="" width="478" height="306"></p> <p>Not surprisingly, the rise of residential rental sites has not been kind to hotel aggregators like Booking.com and Hotels.com either.</p> <p>According to Hitwise, their traffic has declined by nearly 8% over the past three years.</p> <p>They are most dependent on search engine traffic, which when paid for can be very costly, and while they do receive more traffic from social channels and email than hotel sites, they don't outperform them by much in these two categories.</p> <h3>What should hotels and aggregators do?</h3> <p>While the continued rise of rental sites seems all but inevitable, hotels and aggregators can't sit on their hands.</p> <p>In an effort to ensure that they don't unnecessarily cede gains to rental sites, they should look at consumer behavior, which might explain in part why rental sites have been so successful.</p> <p><img src="https://assets.econsultancy.com/images/0008/0427/image006.png" alt="" width="476" height="284"></p> <p>According to Hitwise, "females tend to dominate the booking of vacations" and they have very different preferences than males.</p> <p>For example, female vacationeers are far more interested in booking vacation experiences that differentiate them from their friends, visit a different location every time they travel, and book through a company they have never heard of. </p> <p>Rental sites arguably have greater appeal in these areas, but that doesn't mean hotels and aggregators can't compete.</p> <p>Here are a few actions they can take...</p> <h3>1. Segment and personalise better</h3> <p>The differences between the preferences of female and male vacationeers highlight the importance of segmentation and personalistion for hotels and hotel aggregators.</p> <p>While these companies do use segmentation and personalisation, this author hasn't seen much evidence of gender-based segmentation in email marketing campaigns from hotels and hotel aggregators despite the fact that their preferences are so divergent in key areas.</p> <h3>2. Focus on customer experience</h3> <p>Given the fact that overall vacation experience is so important today, particularly for women, hotels and hotel aggregators need to think beyond offering a place to stay.</p> <p>While they may not be able to offer the variety and some of the novelty of the rental sites, which have a unique portfolio of properties to offer due to the nature of their businesses, hotels still have opportunities to create <a href="https://econsultancy.com/blog/67658-how-hotels-can-personalize-the-customer-experience-to-compete-with-airbnb/">unique, personalised experiences</a> for their customers.</p> <h3>3. Revisit UX</h3> <p>The user experience of sites like Airbnb has been a big part of their success.</p> <p>While hotel and hotel aggregator sites will necessarily have some differences, there are a number of <a href="https://econsultancy.com/blog/65149-nine-user-experience-lessons-travel-sites-can-learn-from-airbnb/">UX lessons they can learn from sites like Airbnb</a>.</p> <h3>4. Take advantage of their strengths</h3> <p>Hotels and hotel aggregators still have the ability to appeal to vacationeers in ways that their rental site competitors don't currently.</p> <p>For example, many vacationeers are interested in vacation packages in which activites are included.</p> <p>Hotels and hotel aggregators are still far better positioned to offer these and they should take advantage of that while they can because it won't remain forever.</p> tag:www.econsultancy.com,2008:Report/4274 2016-10-18T09:30:00+01:00 2016-10-18T09:30:00+01:00 Social Quarterly: Q3 2016 <p>Social media evolves rapidly, and the Social Quarterly provides an overview of the latest trends in the industry. It contains information which can be translated into your own documents, allowing you to prepare a pitch or use internally at a moment's notice.</p> <p>The Social Quarterly examines the current social media landscape, trends and updates on various social platforms and considers what will happen next. Updated four times per year, it will help to quickly surface statistics and trends you can use and react to immediately.</p> <p>This time, the <strong>third edition of the Social Quarterly</strong> looks at Instagram Stories, Snapchat Memories, Facebook's move toward 'darker' social and the continuing rise of the chatbot, along with other rumours, new features and platform developments.</p> <p>Bringing to life data from the <a href="https://econsultancy.com/reports/social-media-statistics">Internet Statistics Compendium</a> and the <a href="https://econsultancy.com/blog/">Econsultancy blog</a>, the Social Quarterly is the best of social in an easy-to-digest format.</p> <p>The Social Quarterly will allow you to:</p> <ul> <li>Stay up to date with regular developments across multiple social media platforms.</li> <li>Present and pitch at short notice with clear and effective data.</li> <li>Pinpoint areas in which you want to find out more and use the linked Econsultancy resources and blog posts to do this.</li> <li>Spot potential ways your company could be using social media but is not currently.</li> </ul> tag:www.econsultancy.com,2008:RoundtableEvent/831 2016-10-12T17:29:27+01:00 2016-10-12T17:29:27+01:00 Social Customer Service <p><strong>Exclusively available for Econsultancy Enterprise subscribers,</strong> this roundtable gives you the opportunity to meet with your peers and share knowledge, best practice, opportunities and challenges in particular areas of Social Customer Service.</p> <p style="vertical-align: baseline; background-image: initial; background-attachment: initial; background-size: initial; background-origin: initial; background-clip: initial; background-position: initial; background-repeat: initial;">Attendance is limited to 14 - 16 attendees, with discussion chaired and facilitated by Econsultancy.</p> <p style="vertical-align: baseline; background-image: initial; background-attachment: initial; background-size: initial; background-origin: initial; background-clip: initial; background-position: initial; background-repeat: initial;"><strong>Agenda</strong></p> <p style="vertical-align: baseline; background-image: initial; background-attachment: initial; background-size: initial; background-origin: initial; background-clip: initial; background-position: initial; background-repeat: initial;">- What are the pros and cons of dealing with customer service via social media? To what extent are delegates already doing it?</p> <p>- How can marketers develop their capabilities in this area? What does/doesn’t work?</p> <p>- How can marketers establish the business case for social customer service?</p> <p>- What systems and processes are required for effective social customer service? Which team should it sit with?</p> <p>- KLM is scaling up its social customer service by using AI and chatbots. Is this the future of customer service? How can other companies emulate it?</p> tag:www.econsultancy.com,2008:BlogPost/68413 2016-10-12T17:07:00+01:00 2016-10-12T17:07:00+01:00 Four implications of Snapchat’s update to its Stories page Bola Awoniyi <p>Users that have updated the app recently will find that: </p> <ul> <li>The Discover channels have been demoted to the bottom of the feed.</li> <li>Snaps no longer auto advance when watched in the feed (i.e. after watching one person's Story you are now directed back to the feed, rather than automatically being shown Snaps from the next user in your feed).</li> <li>But users can now make story playlists which will auto advance.</li> </ul> <p>What does all of this mean and what are the implications for publishers, marketers, users and Snapchat itself?</p> <h3>1. Prepare for a decline in Discover impressions</h3> <p>Not many publishers have the privilege of being a part of Snapchat’s Discover library; a privilege they have to pay for, but a privilege nonetheless.</p> <p>However, being present in Discover doesn’t guarantee premium placement within the app. </p> <p>While the publishers' dedicated Snapchat content still has its own page, the Discover channels are now also situated at the bottom of the feed, underneath the stories produced by the people that users follow, despite being previously placed at the top of the Stories page.</p> <p><img src="https://support-tools.storage.googleapis.com/about_discover-57887509.gif" alt="" width="375" height="667"></p> <p>There is sure to be outrage from publishers who have invested significant resources (many of these publishers have dedicated Snapchat teams consisting of eight to ten staff) into the product, only to see it become less of a priority in the eyes of Snapchat.</p> <p>A drop in Snapchat traffic should be expected, while publishers will also be concerned that Snapchat is following Facebook's lead in making alterations to the UX at their expense.</p> <p>However, when it comes to reaching teenagers and young audiences in Western markets, there is little alternative, so publishers will have to make do with the change.</p> <p>To counter this, Discover publishers will likely increase CTAs for Snapchat users to subscribe to their channel for updates and attempt to make content stickier and headlines more catchy.</p> <p>In short – <strong>expect more Kardashians in the Discover channels.</strong></p> <h3>2. User Stories are front and centre</h3> <p>Snapchat is sending a clear message to its users: There is nothing more important than the Snaps and Stories they actually want to see.</p> <p>This is the reason why the Discover channels were demoted and likely the rationale for scrapping the auto-advancing of Stories.</p> <p>Auto-advancing was seen as a pivotal move when it was first introduced, as it prepared the app’s mechanics for more advertising.</p> <p>Instead the app saw an increase in Story skipping, as users swiped away the stories they didn’t want to see, which means less time viewing content.</p> <p>So in order to create the lean back experience Snapchat (and supposedly users) are looking for, <a href="https://econsultancy.com/blog/68333-what-brands-need-to-know-about-snapchat-spectacles/">the self-christened camera company</a> has created Story playlists – a feature that allows users to select all the snaps they want to watch, so they can be preloaded and watched, while making it easier to ignore the snaps that are deemed not interesting.</p> <p>In theory, this should increase time spent consuming video in-app and a decrease in abandoned Story viewings.</p> <p>Snapchat will certainly be hoping this is the case, as this type of lean back viewing experience is critical for the next phase of its business.</p> <h3>3. Marketers should get ready to play in Snapchat’s world</h3> <p>The news of this product update should be viewed through the lens of Snapchat recently opening the door to its ads API.</p> <p>Before limited to just a handful of advertisers, now Snapchat will gradually become open to all marketers that wish to get in front of its highly engaged audience.</p> <p>While these ads will initially be carefully reviewed, adopting the approach Instagram took when it made its platform open for ads, once the editorial and creative standards have been set, marketers can expect the freedom and flexibility that they get when using Facebook’s advertising tools.</p> <p><img style="vertical-align: middle;" src="https://assets.econsultancy.com/images/0008/0239/4C_Screenshot.png" alt="" width="600"></p> <p><em>Screenshot taken from <a href="http://adage.com/article/digital/inside-snapchat-s-ad-delivery-system/306172/">AdAge</a></em></p> <p>Although Snapchat doesn’t offer the extensive demographic details that Facebook and its social graph present, it will provide some degree of interest-based targeting, custom and lookalike audiences, along with A/B testing capabilities.</p> <p>The fast growing startup is sure to add increased sophistication to its targeting as time goes on, but it can be argued that the relative bluntness of its targeting makes it even more appealing to businesses like P&amp;G, who famously reallocated part of its Facebook budget <a href="https://econsultancy.com/blog/68182-what-can-p-g-and-facebook-teach-us-about-the-reality-of-targeting-and-the-future-of-tv-ads/">upon realising that its targeting capabilities were too intricate for its business</a>.</p> <p>Depending on Snapchat’s ability to decrease the skipping of Stories, which should increase ad viewability, the next few months will prove crucial in living up to its promise as a sustainable social platform.</p> <h3>4. Snapchat is finally ready to be a business</h3> <p>An underrated part of Facebook’s rapid growth has been its ability to increase monthly average users, user engagement, ad load and price per ad quarter after quarter.</p> <p>While this is evidence of a remarkably unsaturated advertising market, it is also a testament of its incredible product market fit.</p> <p>This product update, alongside the public API, is Snapchat’s first attempt at pulling off the same trick, as it introduces itself as an advertising tool worth using. </p> <p>Advertising on the web has had more than its fair share of problems.</p> <p>But the introduction of the native ad units that Facebook, Instagram and Snapchat have created have bucked that trend and in some ways even improved the product (like Snapchat’s sponsored lens/filters).</p> <p>While the reorganisation of the Stories page is clearly in the user's interest, the addition of more advertising benefits the company.</p> <p>Seeing how well the two will align will be very telling in assessing its future viability as an advertising platform.</p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/blog/66867-five-seriously-creative-snapchat-campaigns-and-their-results/"><em>Five seriously creative Snapchat campaigns and their results</em></a></li> <li><a href="https://econsultancy.com/blog/67257-15-reasons-your-brand-should-be-on-snapchat/"><em>15 reasons your brand should be on Snapchat</em></a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68359 2016-09-30T14:10:22+01:00 2016-09-30T14:10:22+01:00 10 top-notch marketing stats from this week Nikki Gilliland <p>So without further ado...</p> <h3>Nearly half of digital marketers in the UK feel overworked</h3> <p>Research from Greenlight Digital has revealed how digital marketers in the UK feel about their jobs.</p> <p>In a survey of 281 in-house marketers, 46% said they feel overworked and 30% feel underpaid.</p> <p>The <a href="http://www.greenlightdigital.com/blog/magazine/the-41-hour-report/" target="_blank">41 Hour Report</a> also highlights the gender pay gap within the digital marketing industry, with men earning an average of 9.5% more than women.</p> <p>Despite these negative findings, there are some positives, with 84% enjoying their role and 31% feeling recognised for it within the wider company.</p> <p><img src="https://assets.econsultancy.com/images/0007/9756/Greenlight.PNG" alt="" width="368" height="446"></p> <h3>27% of consumers think robots would provide better customer service</h3> <p>According to research by OpenText, many consumers think the rise of AI technology will positively impact customer service in the UK, specifically when it comes to certain industries.</p> <p>26% of consumers said they would get better service from a robot when ordering food in a restaurant, while 20% said the same about speaking to a call centre operator.</p> <p>Surprisingly, millennials are the demographic that’s least likely to agree with this notion, with 58% of agreement coming from those aged 35 to 54 years old.</p> <h3>57% of consumers are ready to embrace programmatic commerce</h3> <p>Consumers are increasingly being swayed by smart technology, says a new study from Salmon.</p> <p>Apparently, 57% of consumers are ready to embrace programmatic commerce over the next two years, with 13% ready right now.</p> <p>53% cite convenience as the main benefit of smart tech, with 35% already using a form of it in their own home.  </p> <p>Consequently, retailers need to ensure innovation in this area, or face being overtaken by competitor brands.</p> <h3>Social media reaction towards GBBO turns negative</h3> <p>Analysis from Spredfast shows how people reacted to the news that the Great British Bake Off is to leave the BBC. </p> <p>With over 249,000 tweets sent in the five days following the announcement, there was an 88% increase in social media discussion overall.</p> <p>Negative sentiment increased by 180%, with the main emotion being anger directed at Paul Hollywood’s decision to remain on the show.</p> <p>Positive sentiment towards Mary Berry fell 7%, however this was mostly fuelled by sadness.</p> <p>Oh Bezza, what will we do without you?</p> <p><img src="https://assets.econsultancy.com/images/0007/9752/GBBO.PNG" alt="" width="735" height="471"></p> <h3>Women are adopting mobile commerce faster than men</h3> <p>The latest data from Worldpay has revealed that women are more likely to use their mobile phone or tablet to shop. </p> <p>The report found that 78% of males prefer using a desktop or laptop computer to buy online, versus 70% of females.</p> <p>On the other hand, 11% of females prefer to use a mobile phone compared to just 8% of males.</p> <p>In terms of what exactly people are buying, clothing retailers have seen a major boost from mobile, with 60% of mobile traffic coming from the fashion industry alone.</p> <h3>Burberry is the most-mentioned brand during London Fashion Week</h3> <p>Socialbakers has revealed that Burberry stole the social show at this year’s London Fashion Week.</p> <p>With 25,091 mentions on Twitter, 42,463 new followers on Instagram and 18,231 on Twitter – the brand garnered a huge response, making it the largest UK designer on social media.</p> <p>As well as producing and sharing quality content throughout the week, insight suggests that the brand’s quick reponse time on Facebook has also contributed to its loyal following.</p> <p>With 10,271 mentions, Julien Macdonald was the second most-talked about designer of LFW.</p> <p><img src="https://assets.econsultancy.com/images/0007/9757/burberry.jpg" alt="" width="780" height="517"></p> <h3>Retailers are losing 32% of potential customers due to bad search results</h3> <p>A new study by RichRelevance has revealed the extent to which consumers are disappointed with ecommerce search, particularly on mobile.</p> <p>According to the survey, 21% of customers are unsatisfied with retail site search and 36% are unsatisfied with mobile search. </p> <p>What’s more, 95% of UK shoppers say they will leave a retail site due to bad search results, with 68% of people saying they are likely or extremely likely to leave.</p> <p>The survey also found the following top five bugbears for consumers searching retail sites:</p> <ol> <li>Irrelevant results</li> <li>Inability to find the right product </li> <li>The search function not recognising terminology</li> <li>A search box that isn’t user friendly </li> <li>Slow load times</li> </ol> <h3>Ads and social media are key drivers for mobile spending</h3> <p>The new IAB mobile commerce report highlights how buying on mobile is becoming common practice for consumers, with 75% of mobile internet users making a purchase via their smartphone or tablet in the past six months.</p> <p>When it comes to what’s driving mobile spend, it seems ads are a key influence, with 76% of mobile purchasers engaging with a mobile ad in the past six months.</p> <p>Likewise, social media is also playing a key role in the discovery of products and services. </p> <p>60% of mobile purchasers often find new products and services via online networks like Facebook and Instagram.</p> <p><a href="http://www.businesswire.com/news/home/20160927005394/en/Three-Quarters-Mobile-Users-World-Purchases-Smartphones-Tablets" target="_blank"><img src="https://assets.econsultancy.com/images/0007/9755/IAB.PNG" alt="" width="780" height="508"></a></p> <h3>Halloween boosts online search for eBay </h3> <p>According to data from eBay, Halloween is now a huge milestone for brands in the UK, despite the assumption that it drives more interest from US consumers.</p> <p>eBay found that in the four weeks leading up to 31st October 2015, there were 1.2 m searches for ‘Halloween’ on eBay.co.uk and a further 500,000+ searches for ‘Halloween costume’.</p> <p>Interestingly, it’s not just children that like to get into the spooky spirit. </p> <p>Last year, there were over 2,000 searches per day for Halloween items by those aged 60+. Similarly, shoppers aged 40-49 were most likely age to search for ‘adults fancy dress.’</p> <p><img src="https://assets.econsultancy.com/images/0007/9758/ebay.jpg" alt="" width="780" height="519"></p> <h3>Online ads need 14 seconds on screen to be seen</h3> <p>According to a new study by InSkin Media, online ads need to be shown on a screen for at least 14 seconds in order to be seen.</p> <p>In a study of 4,300 UK consumers, 25% of ads classed as ‘viewable’ were never actually looked at by participants. </p> <p>A third of the ads were looked at for less than a second, while only 42% were looked at for at least a second.</p> <p>Interestingly, page clutter is a big factor in determining how long an ad is looked at, reducing gaze time by an average of 37%.</p> tag:www.econsultancy.com,2008:BlogPost/68336 2016-09-29T11:35:00+01:00 2016-09-29T11:35:00+01:00 Content marketing at The British Library: Is it as easy as it sounds? Nikki Gilliland <p>You'll find the video interviews in full below, handily divided into two parts as we know people have short attention spans these days.</p> <p>Or, you can scroll down to read some of the highlights of what he said.</p> <p><em><strong>Part one</strong></em></p> <p><iframe src="https://www.youtube.com/embed/Dhb6Iuyt2I4?wmode=transparent" width="854" height="480"></iframe></p> <p><em><strong>Part two</strong></em> </p> <p><iframe src="https://www.youtube.com/embed/hfCohNN352M?wmode=transparent" width="854" height="480"></iframe></p> <h3>What is your role?</h3> <p>My job is to extend the library’s reach, so that means bringing more people to our building here at St. Pancras and online to our website.</p> <p>It’s also to increase engagement amongst our users - getting people to use the collections that we have (again both online and offline), and ultimately to generate revenue.</p> <p>We want more people to be buying from us, so that means retail sales and ticket sales and so on.</p> <h3>What is the British Library’s content strategy?</h3> <p>In short, it is about owning the domain.</p> <p>Essentially that means becoming the natural destination for the thing our customers are looking for.</p> <p>At a high level that’s pretty easy – we want to be the home of medieval history or English literature. These things fit really nicely with our audience’s brand perceptions.</p> <p>However, below that, we need to be challenging those audience perceptions.</p> <p>For example, the library has an extensive patents collection, which makes us a great destination for researching and developing your next great business idea. </p> <p>With these things we need to work a bit harder on the <a href="https://econsultancy.com/training/courses/digital-content-strategy/">content strategy</a>.  </p> <p><img src="https://assets.econsultancy.com/images/0007/9565/British_Library_business.JPG" alt="" width="780" height="424"></p> <h3>Is content marketing for the British Library as easy as we all think it is?</h3> <p>Anyone who believes in <a href="https://econsultancy.com/blog/67985-what-is-the-future-of-content-marketing/" target="_blank">content marketing</a> would kill to work somewhere like the British Library, because you’re working with such unique items and a world class collection.</p> <p>But there are challenges around that.</p> <p>Metaphorically, we say that the British Library has 150m items, so when you’ve got 150m things to talk about, just working out where you start is a big problem.</p> <p>But we’re getting really good at that, with the marketing team working with the curatorial team as well as the library’s expert bloggers, getting together regularly and bringing to life these incredible stories.</p> <h3>What channels are the most effective for bringing the British Library to life?</h3> <p>The channels we find most effective vary for different things.</p> <p>We find Twitter and Facebook particularly effective for audience engagement, so surprising people with what we’ve got and getting them interested in using it.</p> <p>And we do that through features like item of the week and #onthisdayinhistory.</p> <p>When it comes to more of the commercial measures, we find some of the performance channels most effective, so <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">PPC</a> and paid social etc. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">It's <a href="https://twitter.com/hashtag/InternationalRabbitDay?src=hash">#InternationalRabbitDay</a> and they're all over our collection! <a href="https://t.co/S16j1DS1EL">https://t.co/S16j1DS1EL</a> <a href="https://t.co/F91ft0o9g1">pic.twitter.com/F91ft0o9g1</a></p> — The British Library (@britishlibrary) <a href="https://twitter.com/britishlibrary/status/779621696533921792">September 24, 2016</a> </blockquote> <h3>Do you think there’s an appetite for <a href="https://econsultancy.com/blog/66656-eight-examples-of-effective-emotional-video-content" target="_blank">video content</a> among your audience, or are you sceptical about it?</h3> <p>I’m not sceptical about the audience’s appetite for great video content, but for the time being, I think the priority for the British Library is the words and pictures.</p> <p>As we build the muscle for content marketing, we should be able to move quite naturally into video, and in fact we are doing a lot of that.</p> <p>We have fantastic speakers who come here week in, week out, and we are already experimenting with capturing that and distributing it to a much larger audience than the 250 people in our theatre.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fbritishlibrary%2Fvideos%2F10154492014972139%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>Are you experimenting with new distribution platforms, such as personal messaging services?</h3> <p>We’re experimenting with distribution all the time, but the remit of this content and community team is not just the content development – it’s the distribution of that content.</p> <p>So, we’re always trying new things, like native advertising and more paid social. Everything that we do has that multi-channel mix.</p> <p>We look at the performance afterwards and figure out what works well, as well as what we can do better.</p> <p><em><strong>Find out more about the British Library’s content strategy by attending <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">the Festival of Marketing</a> in London on October 5-6.</strong></em></p> tag:www.econsultancy.com,2008:TrainingDate/3102 2016-09-26T17:03:05+01:00 2016-09-26T17:03:05+01:00 Fashion & Beauty Monitor - Social Media and Online PR <p><img src="https://assets.econsultancy.com/images/0007/0976/fashion-monitor-strap.jpeg" alt="" width="295" height="92"> <strong><em>Powered by Econsultancy</em></strong></p> <p>Fashion &amp; Beauty Monitor and Econsultancy team up to offer one of the UK’s most popular social media and online PR courses, now specifically tailored for fashion, beauty and luxury brand professionals.</p> <p>You’ll be able to plan and implement your ideal strategy using user-generated content, including monitoring positive and negative brand perception through tools such as Facebook and Twitter, and increasing brand engagement.</p> tag:www.econsultancy.com,2008:BlogPost/68247 2016-09-07T01:00:00+01:00 2016-09-07T01:00:00+01:00 What makes branded content shareable on social media? [APAC case studies] Jeff Rajeck <p>Whether it's a silly meme, breaking news, or a cooking video of a delicious recipe, people often feel compelled to Like, comment, and share social media posts.</p> <p>This can work very well for brands. Not only does do they get free distribution of their content, but<strong> through sharing, brands are effectively endorsed by the 'sharer</strong>'.</p> <p>But what is it about a post which makes someone want to share? And why are some shared more than others?</p> <p>Looking through many social media posts, ones with high engagement have some themes in common and these characteristics are also backed up by research.</p> <p>To highlight these themes, I've pulled a few Facebook posts from airlines in the Asia-Pacific region in the month of August 2016. </p> <p>Then to illustrate that they have been shared to a great extent, I've used a ratio from <a href="https://www.socialbakers.com/">SocialBakers</a> Analytics tool, "Interactions per 1,000 Fans".  </p> <p>The charts, as below, compare posts over a whole month using this ratio and show clearly which posts have been shared more than others.</p> <h3>1. The inspirational video</h3> <p>Cebu Pacific Air, the Philippine airline, has enjoyed relatively consistent sharing through the month of August, but one particular post stands out.</p> <p>On August 16, the brand shared an <a href="https://www.facebook.com/cebupacificairphilippines/videos/1218724551507151/">inspirational video</a> about two brothers who 'live life to the fullest', even though one was, tragically, diagnosed with cancer. </p> <p><img src="https://assets.econsultancy.com/images/0007/8615/cebu.jpg" alt="" width="333" height="324"></p> <p>From the data we can see that this post outperformed all the others in the month and had 4.92 total interactions (Likes, shares, and comments) per 1,000 fans.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/8616/2016-08-31_15_18_53-blank.pptx_-_powerpoint-blog-flyer.png" alt="" width="470" height="347"></p> <p>But why would an inspirational post outperform many of the others?</p> <p>Research from the NY Times Customer Insight Group offers an interesting reason. In the group's paper, <em><a href="http://nytmarketing.whsites.net/mediakit/pos/">The Psychology of Sharing</a></em>, researchers document a survey of 2,500 social media users and discovered a number of reasons why they share.</p> <p>One of the most popular answers, coming from over two-thirds (68%) of respondents, was that sharing on <strong>social media helps people define themselves to others</strong>.</p> <p>That is, they share on social media "to give people a better sense of who they are and what they care about".</p> <p>The inspirational video, then, provided Cebu Pacific Air's customers a message through which they could express compassion for the man with cancer as well as endorse the view that one should 'live life to the fullest'.  </p> <p>Given this opportunity, the brand made its post more shareable and that, possibly, was the key to the post's success.</p> <h3>2. The amazing deal</h3> <p>AirAsia, an airline headquartered in Malaysia, also has consistent engagement levels from its 3.4m fans. </p> <p>One post in August, however, saw a massive spike in Likes, comments, and shares with over nine interactions per 1,000 fans, far more than their posts normally get.</p> <p>The outstanding post offered a special deal for its customers, one way fares from RM20 (around US$5) for many popular destinations throughout South-East Asia.</p> <p> <img src="https://assets.econsultancy.com/images/0007/8617/airasia.jpg" alt="" width="293" height="526"></p> <p>A flurry of clicks and purchases for such an offer would be expected, but why did the post encourage so much sharing?</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/8618/airasia2-blog-flyer.jpg" alt="" width="470" height="321"></p> <p>One answer is that <strong>posts about special offers give social media fans 'social currency'</strong>.</p> <p>According to Wharton professor Jonah Berger, in his book <em><a href="http://jonahberger.com/books/contagious/">Contagious</a></em>, "just as people use money to buy products or services, they use social currency to achieve desired positive impressions among their families, friends, and colleagues."</p> <p>Supporting this observation, researchers have found that<strong> consumers are more likely to share something which makes them look knowledgeable</strong>. </p> <p>In a <a href="http://images.fastcompany.com/Vivald-iPartners_Social-Currency.pdf">study by Vivaldi Partners</a>, in association with MIT Sloan, social currency is defined as the extent to which people share the brand and/or information about the brand as part of their everyday social lives.</p> <p>By giving customers "access to information and knowledge", brands are giving their fans the tools and reason they need to share the brand message. Simply put, <strong>social currency makes the customers look good to their friends</strong>.</p> <p>Additionally, social currency also provides the brand benefits beyond the redistribution of brand content, according to the study.  </p> <p>Companies who have developed credible social currency are "consistently the leading performers in [brand] equity, performance and loyalty".</p> <h3>3. The big news story</h3> <p>On August 14, Singapore Airlines posted a picture of its staff presenting an award to Singapore's 2016 gold medal-winner, Joseph Schooling.</p> <p> <img src="https://assets.econsultancy.com/images/resized/0007/8619/singapore-airlines-blog-flyer.jpg" alt="" width="470" height="600"></p> <p>The airline's fans on social media went nuts. This single post had 28.3 interactions per 1,000 fans, far more than any other post the whole month.</p> <p> <img src="https://assets.econsultancy.com/images/resized/0007/8621/singapore-airlines2-blog-flyer.png" alt="" width="470" height="306"></p> <p>The reason seems to be obvious. Singaporeans were very proud of their homegrown swimming hero and wanted to show their support through Likes, comments, and shares.</p> <p>But these sorts of spikes happen for all sorts of current events, some which are tragic.</p> <p>Why are people so keen to share news on social media, even when it is bad?</p> <p>In their published research paper, <a href="http://www.sciencedirect.com/science/article/pii/S074756321100210X"><em>News sharing in social media: The effect of gratifications and prior experience</em></a>, Lee and Ma reported results from a study which indicate that <strong>there are psychological factors which motivate people to share news stories on social media.</strong></p> <p>The study found that top reasons provided for why people share current events on social media include: </p> <ul> <li>I can interact with people when sharing news.</li> <li>It helps me to gain status.</li> <li>It helps me feel important.</li> </ul> <p> This is consistent with <a href="https://msu.edu/~larose/ica03post.htm#_ednref3">other studies</a> which show that <strong>people use social media to forge deeper social ties and achieve a sense of belonging</strong>.</p> <p>They NY Times study mentioned above backs this up. According to the survey, <strong>69% of respondents share information because it provides self-fulfillment</strong> and allows them to feel more involved in the world.</p> <p>Sharing in this case, it seems, goes beyond a simple show of national pride.  </p> <p>The Likes, comments, and shares are one way that we connect with other people and then feel like we are part of something bigger than ourselves.</p> <h3>So...</h3> <p>What can brands do to encourage more sharing of their social media posts?</p> <p>These short case studies, backed by research, show that it is likely that <strong>there are deep psychological forces at work when posts are shared on social media</strong>.</p> <p>Posts can be shared because they: </p> <ul> <li>Allow people to express who they are and what they care about.</li> <li>Offer social currency which people use to gain status among friends and family.</li> <li>Let people be a part of a current event, making them feel connected and important.</li> </ul> <p>Brands whose posts provide these sorts of experiences to their fans on social media will likely enjoy more engagement and, according to the Vivaldi Partners study, could become "leading performers in [brand] equity, performance and loyalty."</p>