tag:www.econsultancy.com,2008:/topics/social-2 Latest Social content from Econsultancy 2018-05-11T18:51:16+01:00 tag:www.econsultancy.com,2008:Report/4792 2018-05-11T18:51:16+01:00 2018-05-11T18:51:16+01:00 Paid Social Media Advertising <p>Econsultancy's <strong>Paid Social Media Advertising Best Practice Guide</strong> provides an overview of the major social media channels and the most pressing considerations for marketers looking to generate the most value from social media advertising.</p> <p>The guide provides a <strong>summary of the main self-serve advertising options</strong> on these channels, and outlines some of the premium options available to marketers when <strong>developing a strategic approach to social media marketing </strong>and communications.</p> <p>It has been written to complement Econsultancy's Social Media Strategy Best Practice Guide, Social Media Platforms Overview and Paid Search Best Practice Guide.</p> <p>Econsultancy would like to thank the following interviewees who contributed to this report: </p> <ul> <li> <strong>Christi Burnum</strong>, VP, Group Manager, Paid Media, Ketchum</li> <li> <strong>Debra Forman</strong>, President, Ketchum Digital</li> <li> <strong>Joanna Halton</strong>, Director and Founder, Jo &amp; Co.</li> <li> <strong>Andrew Hood</strong>, Managing Director, Lynchpin Analytics</li> <li> <strong>Paul Kasamias</strong>, Head of Performance Media, Starcom | Performics</li> <li> <strong>Dave Lowe</strong>, Paid Media Manager, Regital</li> <li> <strong>Oscar Romero</strong>, Head of Performance Media, Spark Foundry | Performics</li> <li> <strong>Becky Steeden</strong>, Social Media Manager, RNLI</li> </ul> tag:www.econsultancy.com,2008:BlogPost/69894 2018-03-28T11:28:30+01:00 2018-03-28T11:28:30+01:00 How Philips is experimenting with shoppable social media Blake Cahill <p>“Shoppable social” – the trend that sees consumers make direct purchases through social platforms – is helping establish a causal link between user engagement and a brand’s success; effectively converting social media into its very own revenue stream. </p> <p>It makes sense. Why not give consumers the option to buy the products they see – and love – while engaging with brands on social media? </p> <p>MikMak is one platform that allows advertisers on the likes of Snapchat and Instagram to run video ads that direct users to swipe up to see more content, with a link to add-to-cart on the retailer's website.</p> <p>Rachel Tipograph, MikMak’s founder and CEO, <a href="http://www.adweek.com/digital/how-brands-are-cashing-in-on-social-commerce-with-shoppable-instagram-stories-and-snapchat-ads/">told AdWeek</a> that “the No. 1 pain point that I heard, no matter how large or small the business, was the friction that they currently experience going from social media to check-out.”</p> <p><img src="https://assets.econsultancy.com/images/0009/3217/mikmak.png" alt="mikmak" width="300"></p> <p>Other platforms such as Shopify and Soldsie are also tackling this scaling issue by letting brands easily integrate their online shops with social channels, allowing customers to purchase directly from social media. </p> <p>With the the 'fourth industrial revolution' bringing pronounced changes to the way we do business, it pays to be an early adopter of such technology. The retail sector, for example, was forced to adapt with the dawn of digital, meaning more and more people were choosing online shopping over the high street experience. Suffice to say no industry will avoid the effects of ongoing digital transformation, which promises to disrupt age-old business models in everything from insurance to healthcare and transport. </p> <p>Further evidence in favour of using social media for purposes beyond brand recognition can be found in developing countries, where the growth of messaging services like WhatsApp has enabled small businesses to access greater numbers of customers than ever before.</p> <p>According to WhatsApp, <a href="https://qz.com/1197682/whatsapps-slow-paced-innovation-is-leading-it-to-dominance-in-the-worlds-biggest-markets/">over 80% of small businesses in Brazil</a> and India already use the platform to reach their customers, leading to the recent creation of standalone app, <a href="https://www.econsultancy.com/blog/69738-what-marketers-need-to-know-about-whatsapp-business">WhatsApp Business</a>. Its mission: to “make it easier for companies to connect with customers, and more convenient for our 1.3 billion users to chat with businesses that matter to them.” While early adoption has been impressive, many users have said it lacks certain important features, such as receiving payments in-app – further making the business case for shoppable social.</p> <p>With clear advantages for both customers and brands, not only does social ecommerce make shopping easier for customers, it also allows the effectiveness of campaign conversions to be reviewed in real time. Philips in Czech Republic created the Facebook chatbot FOUSBOT, driving awareness, advocacy and ultimately conversions of One Blade. The campaign strategy included “razor-sharp” targeting and numerous creatives.</p> <p><iframe src="https://www.youtube.com/embed/_8BB9Vd8mhs?wmode=transparent" width="560" height="315"></iframe></p> <p>Another example of how at Philips we are moving towards the shoppable social model can be seen in a new agreement recently finalised with LinkedIn, which allows us to connect a new LinkedIn program via our website – driving the ability to convert and sell. The Global Digital Group will also be activating a number of social selling pilots throughout 2018. </p> <p>In the current model of social media marketing, content is at the centre of the experience. In the future, content will of course still be important - but it’s the customer who will be at the centre of the experience. Data will allow us to create personalised, timely, location-based experiences. Utilised with new channels, this will help shorten the path to purchase, thereby enhancing the experience of our customers. </p> <p>To help maximise this opportunity brands must understand the value of visual ecommerce on social platforms. As traditional methods of formal advertising begin to lose their effectiveness, <a href="https://revelry.south.io/data-science-ugc-ed2d0c3a709b">77% of consumers</a> today say that they are more influenced by authentic customer-focused photos, rather than professional campaigns, when making purchasing decisions. By leveraging user generated content, we can now move towards truly customer-first methods as we move towards shoppable social. </p> <p>Shoppable social is set to expand over the coming years as brands continue to invest in creating multi-channel social storefronts. Like the digital revolution before it, shoppable social has the potential to connect brands with consumers in unprecedented ways. Those at the forefront of this will enjoy the biggest gains. </p> <p><em><strong>Further resources:</strong></em></p> <ul> <li><a href="https://econsultancy.com/reports/paid-social-media-advertising">Paid Social Best Practice Guide</a></li> <li><a href="https://econsultancy.com/blog/69532-tottenham-hotspur-put-focus-on-user-generated-content-to-boost-ecommerce-sales">Tottenham Hotspur put focus on user-generated content to boost ecommerce sales</a></li> </ul> tag:www.econsultancy.com,2008:Report/4680 2018-03-27T10:00:00+01:00 2018-03-27T10:00:00+01:00 Social Quarterly: Q1 2018 <p>The <strong>Social Quarterly</strong> is a series of presentations by Econsultancy, which curate the latest trends, developments and statistics in social media. The reports focus on distilling the most recent data and trends, aiming to provide a guide to what's happening now in social media and what you should be keeping an eye on.</p> <p>Social media evolves rapidly, and the <strong>Social Quarterly</strong> provides an overview of the latest trends in the industry. It contains information which can be integrated 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><strong>This edition of Social Quarterly includes</strong> stats about the importance of <strong>dark social</strong> and ad engagement on premium sites compared with social media. It also looks at updates to <strong>Instagram’s</strong> feed, the launch of <strong>WhatsApp Business</strong>, the global expansion of <strong>YouTube Go</strong> and new organisational tools on <strong>Pinterest</strong>.</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:TrainingDate/3500 2018-03-08T15:43:55+00:00 2018-03-08T15:43:55+00:00 Multichannel Marketing and the Customer Journey <p>Consumers don’t see “channels”. They only see brands to facilitate their needs in the moment. Yet despite this, businesses are often structured, resourced and budgeted around individual marketing channels, which can lead to a disconnect between consumers and brands….or even within businesses themselves.</p> <p><a name="h.c2ixnqwvr8bh"></a>This is no chalk and talk session. Using a case study throughout the day, this practical one-day course provides you with the strategic planning tools to take a compelling campaign proposition to market, with a multichannel marketing strategy that ensures you can deliver the right content, to the right person, through the blend of channels they prefer.</p> <p>Having mapped out the multichannel activation plan for your brand, you will then gain an understanding of the key measures and how to bring these together in a meaningful context.</p> <p><strong>June Booking Offer:</strong> Book our June date and <strong>get 1 week’s free access</strong>  to the Econsultancy platform – the richest online content and insight available to modern marketers today. You’ll benefit from our market-fresh research reports and best practice guides, as well as the latest news and views and blogs. What’s more, you will be guided personally through the platform by one of our consultants to ensure you have access to the content most relevant to you as a modern marketer.</p> tag:www.econsultancy.com,2008:BlogPost/69829 2018-02-27T12:54:00+00:00 2018-02-27T12:54:00+00:00 Only 4% of marketers are taking dark social seriously Nikki Gilliland <p>This phenomenon refers to any type of social sharing that can’t be tracked, or in other words, the activity that takes place in private messaging channels such as Messenger, WhatsApp, or Snapchat. </p> <p>But what does this changing behaviour mean for brands? Econsultancy’s second <a href="https://econsultancy.com/reports/marketing-in-the-dark-dark-social/" target="_blank">Marketing in the Dark</a> report, published in association with IBM Watson Marketing, delves into this question. Subscribers can download the report in full, but in the meantime, here’s a snippet of what you can expect.</p> <h3>Marketers are failing to take dark social seriously</h3> <p>The report comes from a survey of over 1,200 brand marketers. One of the biggest takeaways is that just 4% of respondents regard dark social as a top-three challenge.</p> <p>This is a small percentage to begin with, but is perhaps more surprising considering that the research also suggests the vast majority of consumer outbound sharing from company websites takes place via dark social.</p> <p>From this, it's clear that the majority of marketers are failing to take dark social seriously. Either that, or they’re unaware of the complexity and scale of the challenge itself.</p> <p><img src="https://assets.econsultancy.com/images/0009/2521/Dark_social.JPG" alt="" width="600" height="462"></p> <h3>Marketers need to mimic user behaviour</h3> <p>Another interesting stat from the report is that outperforming companies are around twice as likely as mainstream organisations to be using WhatsApp to engage in dialogue with consumers. </p> <p>This shows that, instead of tempting users away from dark social, the best tactic is to recognise and embrace it – and to optimise strategy accordingly.</p> <p>We’ve already seen a number of brands begin to use <a href="https://www.econsultancy.com/blog/68695-how-brands-are-using-whatsapp-for-marketing" target="_blank">WhatsApp for marketing</a>. Naturally, marketers might face an uphill battle, mainly due to the fact that consumers are used to having natural, personal, and emotional conversations with people they know. However, with consumers <em>also</em> eager for communication about utility and customer service, the channel holds big potential for brands that are able to get it right.</p> <p><img src="https://assets.econsultancy.com/images/0009/2522/whatsapp_hellmans.JPG" alt="" width="350" height="549"></p> <p><em>(<a href="http://cubo.cc/whatscook/" target="_blank">WhatsCook by Hellmans</a>)</em></p> <h3>Is AI technology the way forward?</h3> <p>Chatbots are one way that brands have increased presence in dark social channels. It’s not a full-proof method, of course. Bots can do more harm than good if they fail to provide any real value to users.</p> <p>That being said, AI-driven technology can be one of the most cost-efficient ways to improve customer service. And when it comes to how consumers want to interact with brands in private channels, there’s a lot to learn from <a href="https://econsultancy.com/blog/68732-what-makes-a-good-chatbot-ux/" target="_blank">the best examples</a>.</p> <p><iframe src="https://player.vimeo.com/video/162458358" width="640" height="360"></iframe></p> <p><em><strong>Don't forget to download Econsultancy's second report in the Marketing in the Dark series, <a href="https://econsultancy.com/reports/marketing-in-the-dark-dark-social/" target="_blank">Dark Social</a>, </strong></em><em><strong>in full.</strong></em></p> tag:www.econsultancy.com,2008:BlogPost/69823 2018-02-26T12:01:42+00:00 2018-02-26T12:01:42+00:00 How digital helped Domino's overtake Pizza Hut Patricio Robles <p>While Domino's ascendancy to the global pizza throne was expected given <a href="https://econsultancy.com/blog/63017-can-pizza-hut-catch-up-with-dominos-online">Pizza Hut's late digital start</a>, the milestone is a demonstration of just how important digital can be to businesses that even little more than a decade ago might have seemed far more insulated from digital disruption than others.</p> <p>Here's a look at some of the key ways Domino's embraced digital and used it to grow.</p> <h3>Digital ordering</h3> <p>Domino's recognized early that the internet would critical to its business and launched digital ordering a decade ago in 2008. Today, it has a large portfolio of digital ordering tools, including a Domino's Tracker that provides customers with real-time tracking of their orders from start to finish and a Pizza Profile feature that gives customers the ability to save all their personal information, such as delivery address and payment method, to speed their orders. </p> <p>Customers can also create an Easy Order profile, which represents their favorite order. Once created, customers can place their favorite order in less than a minute.</p> <p>The most important thing about Domino's digital ordering tools is that they're not just available on desktop and through common mobile platforms like iOS and Android. Instead, they're available across a multitude of platforms, including SMS, Google Home, Amazon Alexa, <a href="https://www.econsultancy.com/blog/68184-domino-s-introduces-dom-the-pizza-bot-for-facebook-messenger">Facebook Messenger</a>, Twitter, Slack, Ford Sync, Apple Watch, Android Wear, Pebble and Samsung Smart TV.</p> <p><img src="https://assets.econsultancy.com/images/resized/0009/2485/dominos-smartwatch-app-blog-flyer.jpg" alt="" width="470" height="247"></p> <p>Domino's calls its cross-device and cross-platform technology Domino's Anyware and its purpose is simple: make it possible for customers to order pizza anywhere, anytime with as little friction as possible. Whether a customer wants to order using a popular voice-driven smart speaker or with an emoji on Twitter, Domino's has them covered. </p> <p>That has proven critical to keeping Domino's popular with younger consumers, many of whom have demonstrated a preference for brands that allow them to seamlessly engage across platforms.</p> <h3>Social</h3> <p>In 2009, Domino's <a href="http://www.nytimes.com/2009/04/16/business/media/16dominos.html">got a crash course in social media crisis management</a> when two of its employees filmed a disgusting prank while on the job. The video they posted to YouTube went viral, putting Domino's in a very tough spot.</p> <p>Despite the fact it was no master of social media yet, the company did what many companies have failed to do when faced with a crisis: it responded aggressively as quickly as it could. It took quick action to fire the employees in question, set up a Twitter account so that it could engage in the conversation customers were having on the then still nascent social platform, and published a video with its CEO in which he addressed the matter.</p> <p>Domino's would go on to use social to good effect later that same year when it launched <a href="https://econsultancy.com/blog/69597-10-deliciously-creative-domino-s-pizza-marketing-campaigns">its Pizza Turnaround campaign</a>, which incorporated the #newpizza hashtag. The campaign generated a lot of buzz and for good reason: in it, Domino's admitted that its pizza sucked and wanted the world to know that it had reinvented its product to make it not suck. </p> <p><iframe src="https://www.youtube.com/embed/AH5R56jILag?wmode=transparent" width="560" height="315"></iframe></p> <p>While obviously bold in a risky way, the campaign was lauded for its honesty and was an overall hit with consumers on social platforms.</p> <h3>Customer experience</h3> <p>Competition for companies like Domino's is rife – there are over 60,000 pizzerias in the U.S. alone – and that means customer experience is critical for large chains like Domino's. </p> <p>One area where Domino's focus on maintaining a high quality, consistent customer experience can be best seen is in its commitment to using employee drivers to deliver pizzas. </p> <p>While Pizza Hut recently partnered with GrubHub for online orders and delivery, and invested $200m in the company, Domino's <a href="https://www.usatoday.com/story/money/2018/02/20/dominos-q-4-earnings-missed-analysts-sales-estimates/354126002/">is adamant</a> that third parties won't ever come between it and its customers.</p> <p>"The efficiency of the delivery process is something we know and understand very, very well. That's not something you’re ever going to see us outsource," Domino's CEO J. Patrick Doyle stated. "The only way to bring a long-term competitive advantage is to do it yourself."</p> <h3>Hard technology</h3> <p>While Domino's has no plans to outsource delivery, one day of course pizzas might effectively deliver themselves thanks to self-driving cars. This possibility could obviously help Domino's bottom line, so last year, <a href="https://www.usatoday.com/story/money/cars/2017/08/28/ford-and-dominos-team-up-test-driverless-pizza-delivery/610350001/">Domino's teamed up with Ford</a> and launched a pizza delivery test using a Ford Fusion Hybrid Autonomous Research Vehicle. </p> <p>Randomly-selected customers in Ann Arbor, Michigan were given the opportunity to participate in the test, which also included another new technology: a Domino’s Heatwave Compartment located inside the self-driving car. This experimental device allows customers to retrieve their pizzas upon delivery using a unique code that unlocks the compartment.</p> <p>It wasn't the first time that Domino's had experimented with the application of new technology for deliveries. It had previously built a prototype delivery car, <a href="http://www.adweek.com/creativity/dominos-just-unveiled-radical-pizza-delivery-car-took-4-years-build-167707/">dubbed the DXP</a>, which contained a warming oven capable of holding 80 pizzas as well as storage for sides, dipping sauces and bottles of soda. </p> <p><img src="https://assets.econsultancy.com/images/resized/0009/2484/dominos-dxp-chevrolet-spark-blog-flyer.jpg" alt="" width="470" height="312"></p> <h3>Staffing</h3> <p>Domino's is headquartered in Ann Arbor, Michigan, which thanks to the presence of the University of Michigan, is fast becoming one of the Midwest's most promising innovation and tech hubs. That has no doubt helped Domino's orient its employee ranks to a culture of innovation.</p> <p>According to Domino’s CEO Doyle, "we are as much a tech company as we are a pizza company" and that is evidenced by the fact that at Domino's headquarters, half of its 800 employees work in software and analytics.</p> <p>While having a large digital staff doesn't necessarily guarantee that a company will be innovative, innovation is hard to achieve without adequate talent and Domino’s results suggest the company's investment in building a digital-heavy staff has paid off handsomely.</p> <p><em><strong>Interested in customer experience? Econsultancy subscribers can download our Best Practice Guide – <a href="https://econsultancy.com/admin/blog_posts/69823-how-digital-helped-domino-s-overtake-pizza-hut/edit/Implementing%20a%20Customer%20Experience%20(CX)%20Strategy%20Best%20Practice%20Guide">Implementing a Customer Experience (CX) Strategy</a></strong></em></p> tag:www.econsultancy.com,2008:BlogPost/69822 2018-02-23T09:45:00+00:00 2018-02-23T09:45:00+00:00 How to encourage online reviews (and reasons why you should) Nikki Gilliland <p>It’s clear that buying decisions are hugely influenced by them – but how exactly can brands ensure customers are leaving reviews? Here’s a few nuggets on how to ensure customers are eager to get involved, and the benefits of doing so.</p> <p><a href="https://econsultancy.com/reports/a-guide-to-customer-experience-management/"><img src="https://assets.econsultancy.com/images/0009/3592/Customer_Experience_Management_Best_Practice_Widget__1_.png" alt="customer experience management best practice guide (subscriber only)" width="615" height="242"></a></p> <h3>Be present on multiple review sites</h3> <p>There are many places brands can collect reviews. After experiencing a disappointing meal, I recently mentioned to a friend that the reviews of the restaurant I had read were ‘hit and miss’. They, however, responded by saying that they’d all been great. It turns out we had checked out reviews in different places (OpenTable and Google Reviews, respectively).</p> <p>What does this mean for brands? Well, while it certainly highlights that not all reviews are trustworthy, it also shows that not everyone has the same preference when it comes to third-party review sites. </p> <p>As a result, brands (who want to encourage reviews outside of their own site) should consider having a presence in multiple places, meaning that customers can pick and choose the site that they feel most affinity with or are already comfortable using. </p> <p><img src="https://assets.econsultancy.com/images/0009/2439/Yelp.JPG" alt="" width="501" height="482"></p> <h3>Give options (and guidance)</h3> <p>As well as choosing where to review, it’s also important to give users options on how to review. This means including multiple methods, including options for both detailed reviews as well as short and snappy feedback – emojis to indicate satisfaction or disappointment can also be an effective tool. </p> <p>This way, consumers who do not have the time or inclination to leave lengthy reviews won’t be put off. </p> <p>Another useful tip is to provide users with guidance on how to review – i.e. a form that asks specific questions about a product. This is because, when presented with a blank box, users might feel stumped or uncertain how to go about leaving a review. In contrast, giving guidance can prompt customers to take action, and even leave more detailed feedback than they might have otherwise considered doing. </p> <p>Modcloth’s review form is a great example of this, with the brand filling blank boxes with guidance on what it would like to hear about.</p> <p><img src="https://assets.econsultancy.com/images/0009/2437/Modcloth.JPG" alt="" width="690" height="889"></p> <h3>Instill trust</h3> <p>In the past couple of years, the growing prevalence of <a href="https://econsultancy.com/blog/67311-can-companies-protect-their-reputations-from-fake-online-reviews" target="_blank">fake reviews</a> has somewhat diluted levels of trust in brands’ authenticity. Last year, it was reported that fake reviews were getting out of hand on Amazon, leading the site to put a stop to its incentivised review scheme.</p> <p>One way for companies to combat this is to highlight trustworthy reviews. This can be done by labelling users as ‘verified purchasers’, which signifies that the person has actually made a purchase online. Victoria's Secret does this on its ecommerce site, alongside other indicators of advocacy for the product.</p> <p><img src="https://assets.econsultancy.com/images/0009/2438/Victoria_Secret.JPG" alt="" width="780" height="420"></p> <p>It might sound counterintuitive, but another factor which helps to instill trust is to allow negative reviews as well as positive ones. Interestingly, a study by the Journal of Consumer Research found that politely-worded negative reviews can even improve the way a consumer perceives a brand. This is likely to be due to the fact that small amounts of negativity help to make a brand sound more human, as opposed to a faceless business.</p> <h3>Respond and reply</h3> <p>Negative reviews also give brands the opportunity to respond (in a measured and friendly way), which can also help to instill trust. </p> <p>A recent study has also highlighted the benefits of swiftly replying to online reviews, suggesting that doing so can help to increase a brand’s overall rating. The study was specifically looking at TripAdvisor, but I think the theory might still apply to reviews in general. </p> <p>From the analysis of thousands of hotel reviews on the platform, it found that businesses who responded received 12% more reviews, and their ratings increased by a small but significant margin.</p> <p>The study also found that consumers who read reviews with replies are less likely to leave negative reviews of their own, perhaps to avoid an awkward interaction or simply because their perception had changed from the brand’s respectful response.</p> <p><img src="https://assets.econsultancy.com/images/0009/2440/tripadvisor.JPG" alt="" width="760" height="648"></p> <h3>Make use of social</h3> <p>While most brands encourage review on their own sites, social media is also a worthwhile tool for gathering feedback. Local businesses in particular can benefit from Facebook reviews, with the site gaining ground in the number of reviews left in the past few years. A recent study from Search Engine Land found that Facebook received 71% more reviews in 2016 than it did in 2015.</p> <p>Facebook star ratings are also now visible from Google search, meaning users can gain an immediate indication of how a brand is performing.</p> <p>Elsewhere, Twitter can also be a helpful tool for gaining more immediate and specific feedback from customers. For example, coffee-chain Costa asks users what they think of its festive cup design, giving them the opportunity to voice their opinion, and helping to inform future decision-making for the brand.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">What do we think of the <a href="https://twitter.com/hashtag/CostaChristmas?src=hash&amp;ref_src=twsrc%5Etfw">#CostaChristmas</a> cups this year? <a href="https://t.co/HI27VypJ65">https://t.co/HI27VypJ65</a></p> — Costa Coffee (@CostaCoffee) <a href="https://twitter.com/CostaCoffee/status/661988770590380032?ref_src=twsrc%5Etfw">November 4, 2015</a> </blockquote> <h3>Turn customers into ambassadors</h3> <p>It’s clear that online reviews can instill trust and enhance a brand’s reputation, but the benefits do not stop there. Reviews can be used as a tool for improvement, as well to help brands discover potential ambassadors.</p> <p>While social media influencers are typically used to promote brands, <a href="https://www.econsultancy.com/blog/69422-four-brands-that-used-student-ambassadors-to-generate-buzz-on-campus" target="_blank">ambassadors</a> (or advocates as they’re also known) can offer greater authenticity. This is because they do not usually get paid for endorsement, and their genuine love for the brand is based on past experience.</p> <p>So, if someone leaves particularly enthusiastic or regular feedback, it can be hugely worthwhile reaching out and gauging whether they’d be happy to work as an ambassador. Brands that do so are more likely to create a cycle of advocacy, with real-life happy customers increasing the likelihood of others leaving reviews and so on.</p> <p><img src="https://assets.econsultancy.com/images/0009/2441/ASOS_ambassadors.JPG" alt="" width="700" height="437"></p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/69220-who-should-own-customer-reviews-in-your-organisation" target="_blank">Who should own customer reviews in your organisation?</a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69814 2018-02-21T09:50:00+00:00 2018-02-21T09:50:00+00:00 Why Nike's 'Nothing Beats a Londoner' ad campaign is so powerful Nikki Gilliland <p>Since its release, ‘Nothing Beats a Londoner’, created by agency Wieden &amp; Kennedy, has been met with huge praise from the majority of critics and consumers. </p> <p>So, what exactly makes it so powerful? Here’s a few reasons why I think it hits the mark, plus a bit of analysis on whether or not its hyper-local approach could alienate consumers outside of the Big Smoke.</p> <h3>People vs. place</h3> <p>While Nike often uses professional athletes as a source of inspiration, ‘Nothing Beats a Londoner’ uses real kids from the capital. The three-minute film showcases the variety of sport that takes place here, and celebrates the grit and determination displayed by those partaking in it. </p> <p>There is also a sense of competitiveness and ‘one-upmanship’ involved, with each kid expressing how tough it is to train in their respective boroughs. </p> <p>Though London is a hugely important part of the ad – used as a backdrop and a cultural reference point – it is the people that take centre stage. Up until now, the brand has perhaps been guilty of going too mass-market, focusing on sports like football and only using big-name celebrities in ad campaigns. This has meant that the brand somewhat lost touch with its target market and the role sport plays in their everyday lives (something <a href="https://econsultancy.com/blog/68318-how-is-adidas-football-using-dark-social-how-did-the-pogba-signing-go-so-big">Adidas is focusing on through dark social</a>).</p> <p>By turning the tables and focusing on the reality of sport in London, also using humour and colloquial language, Nike ensures that the ad resonates with its target audience of young, city-dwelling consumers. The decision to film on 16mm instead of digital further helps to create a sense of realism rather than coming across as yet another glossy ad.</p> <p><iframe src="https://www.youtube.com/embed/n0j_CX1S2es?wmode=transparent" width="854" height="480"></iframe></p> <h3>Avoids clichés </h3> <p>One of the most effective elements of the ad is that, despite being set in London, it avoids all the stereotypes that you might usually expect. There’s no Big Ben or London Eye – not even a glimpse of the Olympic or Emirates stadiums. </p> <p>Instead, we see the streets or Peckham, inside local boxing rings and basketball courts.</p> <p>This gives the ad a sense of authenticity, with Nike deliberately avoiding clichés that might even make it more relatable or recognisable to a mass-market audience, but that would only dilute its impact on the target consumer. </p> <p>By avoiding clichés, the ad also instils a sense of real pride in Londoners and Brits in general. With London often being the subject of criticism relating to crime, poverty, and homelessness etc. – it shines a light on the positive aspects of the city and its determined and proud communities. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Couldn’t have put it better myself. <a href="https://twitter.com/hashtag/LDNR?src=hash&amp;ref_src=twsrc%5Etfw">#LDNR</a> <a href="https://t.co/WONxXC7fTL">https://t.co/WONxXC7fTL</a></p> — Sadiq Khan (@SadiqKhan) <a href="https://twitter.com/SadiqKhan/status/962055631896158209?ref_src=twsrc%5Etfw">February 9, 2018</a> </blockquote> <h3>Credible celebrity inclusion </h3> <p>Alongside 258 members of the public, the ad also features a number of celebrities and athletes, ranging from Olympic medallist Mo Farah to grime artist AJ Tracy. However, unlike previous ads that revolve around famous faces, the inclusion this time is both subtle and seamless.</p> <p>It’s so seamless in fact that it doesn’t matter if the famous faces are not so recognisable to you, as they still blend in with the ad’s narrative, and merely complementing the starring role of the kids.</p> <p>The specific choice of celebrities is also something to admire, as Nike has clearly steered away from the most obvious or indeed famous, instead choosing those who are both credible and inspirational to young Londoners.  </p> <blockquote class="twitter-tweet"> <p lang="und" dir="ltr"><a href="https://t.co/kzwA29zeY8">pic.twitter.com/kzwA29zeY8</a></p> — SKEPTA (@Skepta) <a href="https://twitter.com/Skepta/status/961939367177654272?ref_src=twsrc%5Etfw">February 9, 2018</a> </blockquote> <h3>Shareable content</h3> <p>While the ad’s success is certainly down to its creative and inspiring content, it also helps that the format is perfectly aligned to user habits. At three minutes long, the full film is short enough to capture attention on mobile – which also makes it highly shareable. So far, the ad has generated 4.6m views on YouTube in the space of a week.</p> <p>Nike has also ensured interest on social media by letting those who star in it publish their own standalone parts on Instagram. This activity has also extended the ad’s competition-element, with kids tagging others in their posts and ‘calling out’ their so-called sporting prowess. It’s all meant in jest, of course, merely serving to promote the campaign and ramping up interest on social.</p> <p><img src="https://assets.econsultancy.com/images/0009/2375/Nike_Insta.JPG" alt="" width="780" height="492"></p> <h3>Does it alienate other consumers?</h3> <p>Despite generating huge interest, not all of the reaction to Nike’s ad has been positive. First, though it aims to celebrate diversity, it has been criticised for failing to include any South Asians, despite this group being a huge part of London’s population (and one with a thriving involvement in sport, specifically cricket). </p> <p>Elsewhere, the ad has unsurprisingly drawn criticism from people outside of London, with many taking against its claim that ‘nothing beats a Londoner’. What about Manchester, Bristol, or Glasgow – shouts social media? Of course, there’s nothing wrong with a brand generating a bit of mild competition. This can only serve to ramp up conversation about the ad on social, which Nike is likely to view as a positive. </p> <p>That being said, there’s also the question of <a href="https://www.marketingweek.com/2018/02/20/nike-londoner-ad-strategy/">whether or not the ad alienates other consumers</a> who can’t necessarily relate to feeling pride in a big city. </p> <p>In this sense, consumers in small towns and villages across the UK might feel left out of the conversation and unable to relate – both to the ad and Nike in general. It’s hard to say whether this is the case, but it certainly poses an interesting question for brands taking a localised approach to marketing, especially when the location in question is such a big metropolitan city. </p> <p>For Nike, the decision to focus on London’s inner-city communities has been a gamble, but it is one that overall appears to have paid off. With a creative, authentic, and highly shareable ad – it has created the ideal formula for re-connecting with its core audience. Unsurprisingly, talk on social has since turned to which UK city will be next. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Great to see the UK play such an integral part of Nike's campaign. Manchester next? <a href="https://t.co/zmxW5r3Jvs">https://t.co/zmxW5r3Jvs</a></p> — Luis Cortes (@lhcortes) <a href="https://twitter.com/lhcortes/status/963518141056905219?ref_src=twsrc%5Etfw">February 13, 2018</a> </blockquote> <p><em><strong>More on Nike:</strong></em></p> <ul> <li><em><a href="https://www.econsultancy.com/reports/nike-engaging-customers-across-multiple-channels" target="_blank">Report - Nike: Engaging customers across multiple channels</a></em></li> <li><em><a href="https://econsultancy.com/blog/69230-after-years-of-resistance-nike-gives-in-to-amazon">After years of resistance, Nike gives in to Amazon</a></em></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69808 2018-02-19T09:30:00+00:00 2018-02-19T09:30:00+00:00 Five examples of charity chatbots Nikki Gilliland <p>Luckily – largely thanks to the Facebook Messenger platform - many charities are starting to realise that chatbots can be a simple, straightforward, and highly effective tool for online engagement.</p> <p>So, just how are charities using chatbots, and what can they achieve? Here are a few of the best examples.</p> <h3>Mencap</h3> <p>Unlike most <a href="https://www.econsultancy.com/blog/68046-five-pioneering-examples-of-how-brands-are-using-chatbots" target="_blank">brand examples</a> which live on Facebook Messenger, the Mencap chatbot lives on the charity’s own website.</p> <p>Part of the ‘Here I Am’ campaign, it is designed to help people discover more about learning disabilities, and more specifically, to help break down stereotypes and any mis-informed assumptions.</p> <p><img src="https://assets.econsultancy.com/images/0009/2317/Mencap.JPG" alt="" width="760" height="382"></p> <p>There’s no NLP (natural learning processing) involved, as the chatbot merely gives the user a set of pre-chosen responses (a decision tree). However, I was pleasantly surprised by the amount of humour involved, with the bot’s tone of voice portraying a very human and endearing personality. </p> <p><img src="https://assets.econsultancy.com/images/0009/2318/Mencap_2.JPG" alt="" width="760" height="553"></p> <p>According to Mencap, the amount of people to use the chatbot remains fairly low, however engagement levels are typically high. It is also said to have led to a 3% increase in awareness for the charity overall – and succeeded in its core aim of educating users.</p> <h3>WaterAid</h3> <p>While most chatbots provide users with basic information, WaterAid’s example uses storytelling to offer a more immersive experience. It connects users with Sellu – a farmer, fisherman, and father of three from Sierra Leone – and gives them an insight into his world and the work that WaterAid does to help.</p> <p><img src="https://assets.econsultancy.com/images/0009/2320/wateraid.JPG" alt="" width="760" height="492"></p> <p>The chatbot is one of the most content-heavy I’ve come across, integrating video, photos, and a whole host of interactive questions to guide users along the way. </p> <p>From how Sellu makes money to what his family typically eats - there’s a lot of information included, which means it’s very easy to stay engaged and immersed in the chatbot. </p> <p>It might not necessarily be so effective for acquiring new donators (unless a user is already interested in the idea) – but the chatbot certainly succeeds in connecting existing supporters to the people they’re helping. In this sense, it could help strengthen connections to the charity, and lead to repeat donations in future.</p> <p><img src="https://assets.econsultancy.com/images/0009/2321/wateraid_2.JPG" alt="" width="760" height="488"></p> <h3>Shelter Scotland</h3> <p>In contrast to charity chatbots that are created to raise awareness or increase engagement, Shelter Scotland created one to serve a much more direct purpose.</p> <p>Prior to the project, the charity identified a few key problems with its customer service. These included the fact that 50% of calls to Shelter weren't getting through, the website content was proving tricky to navigate, and 4,000 live chat sessions had been conducted that year.</p> <p>The launch of a chatbot would theoretically take away these issues, helping to streamline service and take away strain on staff.</p> <p>The end result was a bot named Sheldon, who responds to queries about people’s rights as a private tenant. As well as offering help and advice, the bot also allows Shelter to collect helpful data which can then be used if the person goes on to make further queries. </p> <p><img src="https://assets.econsultancy.com/images/0009/2325/shelter.JPG" alt="" width="320" height="463"></p> <p>As well as providing real value for users, the bot is a great example of how the technology can be used to make internal processes much more efficient.</p> <p><em><strong>Update 19 Feb:</strong></em><strong> </strong>Shelter Scotland got in touch shortly after this article was published to let us know that the Sheldon prototype was actually a concept developed at a hackathon, and the idea itself wasn't taken beyond the working concept stage or fully implemented.</p> <p>However, the charity has now implemented the <a href="https://scotland.shelter.org.uk/newhouserules">Ask Ailsa chatbot</a> on its website, developed to coincide with changes to legislation around private renting, and to answer questions specifically on this subject.</p> <p>The chatbot is undergoing further development to increase the number of enquiries it is able to respond to, and to implement natural language processing.</p> <p><img src="https://assets.econsultancy.com/images/0009/2363/ask_ailsa.png" alt="ask ailsa" width="615" height="309"></p> <h3>charity: water </h3> <p>I debated whether or not to include charity: water’s chatbot into this list, as it’s among the most very basic of bots I’ve used. However, there’s no denying its functionality, which means it’s surely a good example of a charity utilising the technology for a core aim - to raise money.</p> <p>Essentially, the Messenger chatbot is a vehicle for donations, simply asking users to send either $30 or $60 – which it then processes via the payment provider Stripe.</p> <p><img src="https://assets.econsultancy.com/images/0009/2324/charity_water.JPG" alt="" width="760" height="489"></p> <p>There’s no bells or whistles, however, it’s clearly a way of adapting to the social experience - i.e. moving away from external donation journeys to a platform that a younger, tech-savvy audience is most likely to use.</p> <h3>Akancha Against Harassment</h3> <p>Akancha Against Harassment is an Indian charity that works to raise awareness against cyber harassment. Recently, it launched a chatbot on its website that aims to both inform users and help them in moments of need.</p> <p>Available 24/7, it provides users with a range of categories to choose from, including registering a complaint, finding out about workshops and events, or what to do if they’re feeling harassed. Then, it provides them with the relevant resources in order to prompt action and prevent further problems. </p> <p><img src="https://assets.econsultancy.com/images/0009/2322/Akancha_1.JPG" alt="" width="760" height="582"></p> <p>According to Times India, over 70% of women have admitted to being harassed online, however, at the time, there were only 11,592 registered harassment cases within the space of a year.</p> <p>Although the AAH already provides information on how to access support, the bot acts as more of a direct link to help in real moments of need. What’s more, the use of emojis and gentle conversational language is likely to encourage users to see their complaint through.</p> <p><img src="https://assets.econsultancy.com/images/0009/2323/Akancha.JPG" alt="" width="450" height="590"></p> <p><strong>More on chatbots</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69799-skyscanner-chatbots-pass-one-million-unique-traveller-interactions" target="_blank">Skyscanner chatbots pass one million unique traveller interactions</a></li> <li><a href="https://www.econsultancy.com/blog/69794-the-hong-kong-tourism-board-on-chatbots-content-strategy-and-ai" target="_blank">The Hong Kong Tourism Board on chatbots, content strategy and AI</a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69781 2018-02-07T12:20:00+00:00 2018-02-07T12:20:00+00:00 Five things all marketers should know about China in 2018 Jeff Rajeck <p>But along with increasing interest has come a flurry of blog posts and reports advising marketers on what to do in this new, exciting digital market. With so much new material out there, how can someone find the best advice?</p> <p>At a recent event in Singapore, Econsultancy decided to call in an expert. Ashley Dudarenok, fluent in Mandarin and a 12-year resident of China and Hong Kong, has been advising brands for years about how to break into China through her company ChoZan - and is considered one of the top influencers in the field (check out her <a href="https://www.youtube.com/user/AshleyLinaAlexandra">YouTube channel</a> for a full introduction).</p> <p>Over an hour, Ms. Dudarenok spoke about all things China, including five things all marketers should know about China in 2018.</p> <h3>1) China is #1 in everything online</h3> <p>Ms. Dudarenok started her talk by educating the audience about where China ranks in the online world</p> <p>First off, China has the world's largest internet user base. With 731 million people online, it dwarves the US online population (287 million) and is far greater than the online population of the whole European Union (433 million).</p> <p>With this online population comes the next number one, China has the largest number of online shoppers in the world. With more than 480 million people buying things online, there are almost as many online consumers in China than there are people in Europe (506 million).</p> <p>But most importantly for brand marketers, China has the number one online retail market in the world, with $770 billion in online sales in 2016. In comparison, Europe had around $600 billion and the US had just under $400 billion in ecommerce sales the same year.</p> <p>So, as China is the biggest in everything which matters digitally, any brand who has global ambitions and hasn't taken a close look at China should do so straight away.</p> <p><img src="https://assets.econsultancy.com/images/0009/2121/2018-china-trends-1.jpg" alt="" width="800" height="600"></p> <h3>2) Chinese consumers do not have the same buying habits as Western consumers</h3> <p>While considering how to launch in China, brands are encouraged to spend time researching Chinese consumer preferences as they often differ from the West's.</p> <p>As an example, Ms. Dudarenok pointed out that between 2016 and 2017, Chinese consumers shifted from more Western buying habits to more health-conscious ones.</p> <p>Out are 'unhealthy' products such as beer (-2.6%), juice (-7.6%), candy (-9.6%), and chewing gum (-17.0%) and in are skin care products(+13.6%), yoghurt (+15.1%), and bottled water (+17.3%).</p> <p>Brands who are thought of as a treat in the West may, therefore, want to find a healthier option of their product for the consumer in China.</p> <h3>3) Social commerce has taken off in China</h3> <p>Just looking at social media usage times (around two hours per day) may lead marketers to think that China has a similar level of interest in social platforms as Western markets.</p> <p>According to Ms. Dudarenok, nothing could be further from the truth.</p> <p>Whereas Western consumers use social media mainly for connecting with friends, instant messaging, and news, Chinese consumers use social media as a part of their everyday life.</p> <p>In China, noted Ms. Dudarenok, social media platforms have integrated payment systems which are used widely by everyone. Social media in China has become the place to not only share updates but also to make purchases. </p> <p>And while Facebook does have integrated payments, most Westerners would struggle to pay a local grocer, dentist, or friend via Facebook. In China, social media is used for all sorts of transactions every day.</p> <p>And since items can be purchased through social platforms, Chinese consumers frequently use social media to discover brands, research purchases and ask for product recommendations from friends.</p> <p>Finally, with new 'mini-apps', appearing on social media, the social platforms are in process to circumvent Apple and Google by providing app-like functionality within a social setting.</p> <p>The takeaway? Brands should become familiar with the myriad of possibilities offered by Chinese social media platforms before deciding on promotional tactics.</p> <p><img src="https://assets.econsultancy.com/images/0009/2123/2018-china-trends-2.jpg" alt="" width="800" height="533"></p> <h3>4) China has completely different digital platforms from the West</h3> <p>While doing the research on what is possible on social media, brand marketers will quickly realize that China also has completely different digital platforms than the West.</p> <p>For example, social media is dominated by WeChat and Weibo, search by Baidu, and video by Youku (see image below).</p> <p>(NB. Econsultancy subscribers can download our new report, <a href="https://www.econsultancy.com/reports/understanding-wechat-an-overview-of-china-s-social-payment-and-messaging-giant">Understanding WeChat: An Overview of China’s Social, Payment and Messaging Giant</a>)</p> <p><img src="https://assets.econsultancy.com/images/0009/2124/2018-china-trends.png" alt="" width="800" height="277"></p> <p>This alternative infrastructure exists, in part, because the Chinese government has long-since banned sites like Google, Facebook, and Youtube. Now, however, with the integrated payments it could easily be argued that China is ahead of the West and more likely to export their own platforms than import the ones from Silicon Valley.</p> <p>Regardless, brand marketers have little choice in the country. Become familiar with what the locals use or miss out on the market completely.</p> <p><img src="https://assets.econsultancy.com/images/0009/2125/2018-china-trends-4.jpg" alt="" width="800" height="533"></p> <h3>5) Just starting out? Aim for 'second tier' cities</h3> <p>Finally, Ms. Dudarenok gave some helpful advice for brands just starting out in China</p> <p>For those who didn't know, she explained that China has official city 'tiers'.  The megacities, such as Beijing, Tianjin, Shanghai and Chongqing, are considered 'first tier' and other cities, though very large, fall into a 'second tier' category.</p> <p>Counter-intuitively, brands without a presence in China already should aim to serve the second-tier cities first, for a number of reasons.</p> <p>First off, the first-tier cities are already very well served by local and global brands, and the competition is ferocious.</p> <p>But equally as important, second-tier cities have a number of characteristics which make them more attractive to marketers: </p> <ol> <li>As a whole, second-tier cities have more people than the first tier, with 45.8% of the population</li> <li>People living in second-tier cities have nearly as much as income as those from first-tier cities </li> <li>Those in second-tier cities typically have  fewer resources and options for shopping</li> <li>Second-tier consumers are more likely to shop online to meet their needs - and have more free time for online shopping </li> </ol> <p>And before anyone can object to having to work in puny markets, marketers should note that <strong>many second-tier cities have a greater population than well-known Western cities</strong>. Second-tier cities include: </p> <ul> <li>Fuzhou (7.5 million)</li> <li>Guiyang (4.6 million), and</li> <li>Urumqi (3.5 million)</li> </ul> <p> Each of which offers enormous potential for brands looking to get their 'feet wet' in China.</p> <h3>A word of thanks</h3> <p>Econsultancy would like to thank Ashley Dudarenok, founder of ChoZan and expert in all things China, for her enlightening talk about what marketers really need to know about the world's largest digital market.</p> <p>We'd also like to thank each of our presenters and all of the 400+ marketers who came to Digital Outlook 2018 - and hope to see you at all future Econsultancy events!</p> <p><img src="https://assets.econsultancy.com/images/0009/2127/2018-china-trends-5.jpg" alt="" width="800" height="533"></p>