tag:econsultancy.com,2008:/topics/social Latest Social content from Econsultancy 2016-05-04T14:55:23+01:00 tag:econsultancy.com,2008:BlogPost/67779 2016-05-04T14:55:23+01:00 2016-05-04T14:55:23+01:00 How Donald Trump is using social media Patricio Robles <p><img src="https://assets.econsultancy.com/images/0007/4579/trumptwitter.png" alt="" width="577" height="289"></p> <h3>Stats-at-a-Glance</h3> <ul> <li> <strong>Twitter followers:</strong> 7.91m</li> <li> <strong>Facebook fans:</strong> 7.3m</li> <li> <strong>Instagram followers:</strong> 1.4m</li> <li> <strong>YouTube views:</strong> 5.3m</li> </ul> <p>Donald Trump is no conventional candidate for the US presidency and his use of social media has been anything but conventional as well.</p> <p>Social media has <a href="http://www.theguardian.com/commentisfree/2016/apr/03/donald-trump-internet-success-twitter-us-election-media">been dubbed</a> the "real Trump card in the US election" by professor John Naughton and the numbers demonstrate why: according to an analysis by social media management firm SocialFlow, Trump <a href="http://www.socialflow.com/social-trends-trump-dominated-twitter-trending-in-january/">has dominated</a> the political conversation on Twitter, where he has posted more than 30,000 tweets.</p> <p>By <a href="http://www.sfchronicle.com/politics/article/The-Donald-trumps-Clinton-Sanders-on-social-media-7227611.php">the company's estimate</a>, between March 2015 and February 2016, US social media users spent more than 1,200 years reading about The Donald on social media.</p> <p>The billionaire businessman would have had to spend $380m if he sought to generate the same amount of attention through paid ads.</p> <p>There's a caveat though: much of the attention Trump has garnered on social media has been generated with controversial tweets and retweets like the one below, which took aim at the wife of his then-competitor, Ted Cruz.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">"<a href="https://twitter.com/Don_Vito_08">@Don_Vito_08</a>: "A picture is worth a thousand words" <a href="https://twitter.com/realDonaldTrump">@realDonaldTrump</a> <a href="https://twitter.com/hashtag/LyingTed?src=hash">#LyingTed</a> <a href="https://twitter.com/hashtag/NeverCruz?src=hash">#NeverCruz</a> <a href="https://twitter.com/MELANIATRUMP">@MELANIATRUMP</a> <a href="https://t.co/5bvVEwMVF8">pic.twitter.com/5bvVEwMVF8</a>"</p> — Donald J. Trump (@realDonaldTrump) <a href="https://twitter.com/realDonaldTrump/status/712850174838771712">March 24, 2016</a> </blockquote> <p>Trump's own wife has <a href="http://www.news.com.au/finance/work/leaders/melania-wishes-trump-would-stop-tweeting/news-story/7437e3f32240556bf8a45d9b27e5186a">publicly revealed</a> her wish that her husband ease up on his tweeting, a sentiment likely to be echoed by many social media experts.</p> <p>But despite the fact that he has taken "authenticity" to a whole new level, embracing posts that contain everything from controversial subject matter to amusing misspellings, Trump's success in the Republican primaries suggests that perhaps there really is <a href="https://econsultancy.com/blog/67765-is-there-such-a-thing-as-bad-publicity-on-social-media/">no such thing as bad publicity on social media</a>, at least for the time being.</p> <p>Interestingly, despite his unique approach to social media, Trump isn't without counsel.</p> <p>But unlike the Democratic candidates, Trump's social media advisor, 29-year-old Justin McConney, doesn't have political campaign experience.</p> <p>He began working with Trump in 2011, before his White House bid began, and appears to have encouraged but not controlled the presumptive Republican nominee's prolific social media use.</p> <p><a href="http://www.politico.com/story/2015/09/trumps-social-media-guy-214309">According to</a> Politico, Trump "functions as his own communications strategist" and calls the shots...</p> <blockquote> <p>[Trump] takes occasional tweet suggestions from those around him but composes most himself, tapping them into his Samsung smartphone, calling them into his office or dictating them to a nearby aide.</p> <p>He also decides which of his supporters to retweet, a hallmark of his Twitter feed.</p> </blockquote> <p>So far, it's hard to argue that Trump's unconventional approach to social media hasn't been successful, but as the general election nears, we'll check in to see how the candidates' respective social media campaigns evolve and fare.</p> tag:econsultancy.com,2008:BlogPost/67802 2016-05-04T09:57:52+01:00 2016-05-04T09:57:52+01:00 Depending on social networks for your CRM? Time for a rethink Maddie Timms <p>How can the impact of future changes on mainstream social networks be minimised for customer engagement programmes?</p> <p>Instagram is not the first social platform to introduce an opaque algorithm for ordering posts.</p> <p>Facebook (estimated UK monthly active base of 30m users) introduced the controversial and now-defunct ‘<a href="https://econsultancy.com/blog/7885-the-ultimate-guide-to-the-facebook-edgerank-algorithm/">Edgerank</a>’ newsfeed algorithm back in 2009, long before it acquired Instagram.</p> <p><em>An explainer video for Facebook's defunct Edgerank algorithm</em></p> <p><iframe src="https://www.youtube.com/embed/kI4YIYInou0?wmode=transparent" width="560" height="315"></iframe></p> <p>Advertisers saw a significant drop in the viewability of organic posts. The percentage of fans reached plummeted to single figures in many cases.</p> <p>A ‘pay to reach’ model quickly became the only reliable way to get brand content to long nurtured bases of followers.</p> <p>This was the thin end of the throttling wedge, forcing brands to pay for visibility, but ultimately monetising the user base to boost investor returns. One commentator has recently dubbed Instagram’s announcement ‘reachpocalypse’.</p> <h3>What's the answer?</h3> <p>Social engagement is a long established tactic, used by marketers to boost overall consumer awareness as part of the marketing mix.</p> <p>However, the performance of these approaches can change overnight and brands are at the mercy of the social networks. You could end up paying more than you had bargained for.</p> <p>Of course social networks will continue to play a role <a href="https://econsultancy.com/blog/64545-what-is-crm-and-why-do-you-need-it/">in CRM programmes</a>, but the overarching strategy should be to direct customers to owned domains such as websites and landing pages.</p> <p>Interestingly, it’s not possible to put a clickable URL within an Instagram post – only in the profile or in a paid advert.</p> <p>So <strong>what tactics should be (re)considered? </strong></p> <p>In my opinion brands should plan customer engagement comms with owned media at the heart – e.g. email – and use paid or organic social media to supplement.</p> <p><a href="https://econsultancy.com/reports/email-census/">Email</a> (or even direct mail) contactability should be at the top of the list.</p> <p>What proportion of your customers are opted in for communications such as a regular newsletter? How does this vary by value segment, by <a href="https://econsultancy.com/blog/65435-what-is-customer-lifetime-value-clv-and-why-do-you-need-to-measure-it/">lifetime value</a>, by product holding?</p> <p>What headroom is there for getting additional signups? What value exchange are you offering in return for the customer giving permission for you to contact them by email?</p> <p>This exchange could be promoted in Instagram or on other social networks to drive more signups from followers.</p> <p>Another option would be to get a data provider to append an email address where third-party permission is available and then seek to opt each person into your newsletter.</p> <p>However, in view of the upcoming changes to <a href="https://econsultancy.com/blog/67784-eu-data-laws-an-update-on-gdpr-privacy-shield/">EU Data Protection Laws</a>, this route will not get easier.</p> <p>Every successful CRM programme needs a dependable way of communicating with customers, whether they be current or lapsed.</p> <p>Is it time to look again at your coverage?</p> tag:econsultancy.com,2008:BlogPost/67796 2016-04-28T13:56:46+01:00 2016-04-28T13:56:46+01:00 Are brands ruining #EdBallsDay? Andrew Chrysostom <p>Firstly, a potted history of the Twitter phenomenon that is ‘Ed Balls day’.</p> <p>Five years ago, the former Labour shadow secretary was shopping in a supermarket for ingredients to make a slow cooked pulled pork shoulder. That’s right, Ed Balls was pulling pork before you.</p> <p>He had searched for an article about himself on Twitter using his phone and then at 4.20pm accidentally tweeted his own name.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Ed Balls</p> — Ed Balls (@edballs) <a href="https://twitter.com/edballs/status/63623585020915713">28 April 2011</a> </blockquote> <p>Then the internet happened.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Happy <a href="https://twitter.com/hashtag/EdBallsDay?src=hash">#EdBallsDay</a>. Here is a poem entitled "Ed Balls". <a href="https://t.co/7EkVVISWGp">pic.twitter.com/7EkVVISWGp</a></p> — Brian Bilston (@brian_bilston) <a href="https://twitter.com/brian_bilston/status/725576230322462721">April 28, 2016</a> </blockquote> <p>Naturally, it gathered thousands of retweets with users keen to showcase a classic ‘dad on social media’ moment.</p> <p>But after five years, there’s a feeling that #EdBallsDay has become too commercialised.</p> <p>Much like Christmas, has enthusiasm dulled as the spirit of the holiday is gradually being taken over by brands?</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">It's a shame Ed Balls Day has lost its true meaning. Too commercialised these days. <a href="https://twitter.com/hashtag/EdBallsDay?src=hash">#EdBallsDay</a></p> — David Wriglesworth (@Wriggy) <a href="https://twitter.com/Wriggy/status/725573267243864064">April 28, 2016</a> </blockquote> <p>Recently, the death of Prince put a lot of corporate social media channels <a href="https://econsultancy.com/blog/67781-why-do-brands-continue-to-make-stupid-social-media-decisions/">under scrutiny</a> for attempting to make themselves relevant in a context that has nothing to do with their brand values.</p> <p>While corporations joining in on this Twitter in-joke is nowhere near as insensitive, there’s an overwhelming feeling of... why?</p> <p>Laboured puns desperately trying to shoehorn either ‘Ed’ or ‘Balls’ into a product, corporate handles tweeting their own names – there’s an overwhelming feeling that brands are joining conversations that they were neither invited to, nor welcome in.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">TwistED DoughBALLS. <a href="https://twitter.com/hashtag/EdBallsDay?src=hash">#EdBallsDay</a> <a href="https://t.co/FwTWc82XHD">pic.twitter.com/FwTWc82XHD</a></p> — Domino's Pizza UK (@Dominos_UK) <a href="https://twitter.com/Dominos_UK/status/725595851708596224">April 28, 2016</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/MetroUK">@MetroUK</a> Stop it.</p> — Oscar Tollast (@DorsetEchoOscar) <a href="https://twitter.com/DorsetEchoOscar/status/725583884973395968">April 28, 2016</a> </blockquote> <p>The meta-culture of social media is one of the things which gave prominence to its rise.</p> <p>From the days of using forum acronyms <a href="http://www.urbandictionary.com/define.php?term=IRL">IRL</a>, there has always been a unique element to nuances that develop purely in niche communities.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Google</p> — Google UK (@GoogleUK) <a href="https://twitter.com/GoogleUK/status/725579001318793216">April 28, 2016</a> </blockquote> <p>These in-jokes quickly become stale when either the subject of them becomes too aware of the publicity, or when they feature in advertising campaigns.</p> <p><iframe src="https://www.youtube.com/embed/PrSPuBYm-Cw?wmode=transparent" width="560" height="315"></iframe></p> <p>Fortunately for the online community, the politician took the fame in good humour and even joined in on the joke, integrating the spike in awareness to his political campaign (sadly Ed lost his seat in the last election).</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Here we go again… ! RT @edballsmp: Ed Balls <a href="http://t.co/EhIPfbmQRo">pic.twitter.com/EhIPfbmQRo</a></p> — Ed Balls (@edballs) <a href="https://twitter.com/edballs/status/593072495395282944">28 April 2015</a> </blockquote> <p>Brands tweeting about Ed Balls feels a bit like your parents liking a Facebook status about a messy night out you’ve been on.</p> <p>So mum, dad, Metro. Let the kids have their fun, and don’t spoil the party.</p> <p>Having said that, we’ve just written an entire blog post about Ed Balls day.</p> <p>Far from trying to join the branded party, just know that at Econsultancy we celebrate the true spirit of Ed Balls day.</p> <p>Whilst we won't be tweeting 'Ed Balls' or 'Econsultancy' at 4.20pm today, we will be watching this. </p> <p><iframe src="https://www.youtube.com/embed/CVaaiwjRGNw?wmode=transparent" width="560" height="315"></iframe></p> tag:econsultancy.com,2008:BlogPost/67786 2016-04-27T16:08:00+01:00 2016-04-27T16:08:00+01:00 10 great sports digital marketing campaigns Ben Davis <h3>1. Google &amp; the 2014 World Cup</h3> <p>I'm beginning with a slightly left-of-field choice.</p> <p>In 2016, Google Cards and the integration of various media into its <a href="https://econsultancy.com/blog/66672-semantic-search-the-future-of-search-marketing/">semantic understanding</a> of the web are commonplace.</p> <p>But in 2014, when Google started fleshing out its search results with all sorts of soccer World Cup content, this felt like a bit of a game-changer.</p> <p>Team lineups, live scores, tables, even video highlights from ESPN, were all displayed in search.</p> <p>On top of this, Google Now offered World Cup integration, Street View allowed you to glimpse inside the stadia, and Google Trends was used to flesh out a beautiful <a href="https://www.google.com/trends/worldcup#/en-us/">stat-filled microsite</a>.</p> <p>Despite doing a bit of research, I can find no evidence of a commercial link-up between FIFA and Google.</p> <p>But perhaps that's irrelevant, this was content that greatly benefitted both parties and was the marketing story of the World Cup for me.</p> <p><img src="https://assets.econsultancy.com/images/0007/4372/google_gif.gif" alt="google world cup" width="300"></p> <h3>2. Sky Sports &amp; virtual reality</h3> <p>I wanted to keep it current, so I've included Sky Sports' <a href="https://www.facebook.com/SkySports/videos/10154124847228762/">first dabble with 360 degree video</a>.</p> <p>For the company's 25th anniversary, David Beckham has filmed an interview in VR with Kirsty Gallacher talking about his top three Premier League goals.</p> <p>At this stage in VR's development, and given Sky's potted history with 3D broadcasting, the broadcaster opts to use the technology in a marketing capacity. A wise move. 3.1m views already.</p> <p>But Sky has a VR studio and is producing a range of these videos, so perhaps it won't be long before this content is 'productized'.</p> <p><img src="https://assets.econsultancy.com/images/0007/4373/sky_gif.gif" alt="sky sports 360" width="243" height="198"></p> <h3>3. #ThisGirlCan</h3> <p>This campaign by Sport England has received many column inches for its genius creative and startling impact.</p> <p>Christopher Ratcliff breaks down the strategy in <a href="https://econsultancy.com/blog/66469-seven-video-marketing-lessons-learnt-from-thisgirlcan/">a previous Econsultancy post</a>. Here's a summary.</p> <ol> <li>Sport England wanted to address the fact that 2m more men than women take part in sport in the UK.</li> <li>Research showed that fear of judgement - for appearance, ability (good or bad) or poor priorities - was stopping women from playing sport.</li> <li>Street-casting led to the choice of real people (doing their regular exercise) to feature in the adverts and commercials.</li> <li>Influencers and media outlets were engaged well before the campaign.</li> <li>Sport England primed its audience with similar sentiment (on social and through the media) well before the campaign was launched.</li> <li>Women began making their own responses to the campaign, which Sport England then shared on social media.</li> <li>Stats released in January 2016 show that 2.8m women aged 14-40 who recognise the campaign say they have done some or more activity as a result, while 1.6m say they’ve started exercising. </li> </ol> <p><img src="https://assets.econsultancy.com/images/0006/3279/this_girl_can_02.jpg" alt="thisgirlcan" width="615"> </p> <h3>4. BetFair Back Yourself</h3> <p>A free £20 bet from Betfair to gamble on yourself making your target time at the London marathon 2016.</p> <p>All winnings, for those that hit their time mark, went to their chosen charity. Lost stakes went to Cancer Research UK.</p> <p>What better way to improve brand image, collect some data, do something good, and subtly get people to try gambling. </p> <p><a href="https://promotions.betfair.com/backyourself/%20"><img src="https://assets.econsultancy.com/images/resized/0007/4374/screen_shot_2016-04-27_at_15.32.30-blog-flyer.png" alt="back yourself with betfair" width="470" height="199"></a></p> <h3>5. Adidas' D Rose Jump Store</h3> <p>To basketball now, and a piece of event marketing by Adidas that makes you smile.</p> <p>The 'D Rose Jump Store' opened for a day in Hackney, East London, in July 2013.</p> <p>Chicago Bulls point guard Derrick Rose invited queueing fans to take a pair of free trainers... off a shelf 10 foot in the air.</p> <p>This campaign video explains the work of TBWA/London.</p> <p><iframe src="https://player.vimeo.com/video/71410227" width="640" height="360"></iframe></p> <h3>6. #DareToZlatan</h3> <p>Some very funny (for soccer fans) social activity next.</p> <p>There's no real template provided by this Nike campaign, based as it is on the inimitable public persona of Zlatan Ibrahimovic, but it did show social media as a channel with punch.</p> <p>The #DareToZlatan Q&amp;A was promoted with some video content on YouTube, but carried out solely on Twitter.</p> <p>Promoting Zlatan's new clothing line, agency bods took control of Ibra's Twitter account in March 2014 and created some superb comedic responses.</p> <p>This no-doubt pre-prepared content was funny and appeared off the cuff, playing on the footballer's reknowned ego.</p> <p>Here's a couple of my favourite tweets.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Dear <a href="https://twitter.com/Khaledsaifi">@Khaledsaifi</a>. Zlatan used this simple thought process. <a href="https://twitter.com/hashtag/DareToZlatan?src=hash">#DareToZlatan</a> <a href="http://t.co/zshiqHl9eY">pic.twitter.com/zshiqHl9eY</a></p> — Zlatan Ibrahimović (@Ibra_official) <a href="https://twitter.com/Ibra_official/status/443023536559357952">March 10, 2014</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">There are 2 things Zlatan cannot do <a href="https://twitter.com/at_sunshine">@at_sunshine</a>. One is be predictable. The other is a step-under. But Zlatan is practising. <a href="https://twitter.com/hashtag/DareToZlatan?src=hash">#DareToZlatan</a></p> — Zlatan Ibrahimović (@Ibra_official) <a href="https://twitter.com/Ibra_official/status/442972437249277952">March 10, 2014</a> </blockquote> <h3>7. The Madden Giferator</h3> <p>GIFs are such a big part of social media today that I thought I should tip my hat to <a href="https://googleblog.blogspot.co.uk/2014/09/art-copy-code-ea-sports-madden-giferator.html">Google and EA Sports</a> for noticing the trend in its ascendancy back in September 2014.</p> <p>The Madden Giferator allows fans to add custom text to GIFs of their favourite players killing it in Madden NFL 15.</p> <p>During games, the Giferator switched up the GIFs available to match live action. The results were also included in a display ad campaign.</p> <p><img src="https://4.bp.blogspot.com/-wbeBi_mJ_g4/VAf2VQO0ysI/AAAAAAAAPSY/4E2e2EO5YAQ/s1600/packers_cmatthews52_predator.gif" alt="ragequit gif" width="300"> </p> <h3>8. 'Together we make football'</h3> <p>Simple concepts are the best and the NFL nailed it with this campaign.</p> <p>Fans submitted stories about why they love football. The best became finalists, with their stories being made into video spots by the NFL.</p> <p>Online voting determined the best effort, with that fan receiving 2016 Super Bowl tickets (in the end, all five finalists were declared winners).</p> <p>Check out the <a href="https://www.youtube.com/watch?v=tRjZFPB-ZwM">compilation of videos here</a>.</p> <h3>9. Powerade - Very Real Power</h3> <p>A bit of a blast from the past now (and not digital, I apologise). Michael Vick, the now-disgraced former Falcons Quarterback, featured in this Powerade commercial.</p> <p>I love the home-movie aesthetic (the grainy, handheld camera work). It's a beautifully executed, funny video, made even better by the contradictory legal wording at the end (Powerade does not increase strength).</p> <p>There was a LeBron James version, too.</p> <p><iframe src="https://www.youtube.com/embed/iVsReik_FU4?wmode=transparent" width="420" height="315"></iframe> </p> <h3>10. Real Madrid on SnapChat</h3> <p>Real Madrid has a <a href="https://econsultancy.com/blog/63774-is-real-madrid-a-digital-galactico-well-not-really/">sprawling digital presence</a> as one of the biggest soccer brands in the world.</p> <p>The club launched on SnapChat in 2015, becoming the first soccer team in Europe to partner on an Official Live Story.</p> <p><a href="http://www.fastcocreate.com/3058820/infographic-of-the-day/inside-real-madrids-game-plan-for-digital-domination/5">480,000 subscribers</a> were gained in just three months and the Clasico Live Story generated 185m impressions.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4375/real-blog-flyer.png" alt="real madrid snapchat" width="350"></p> <p><em>For more on sports marketing, read <a href="https://econsultancy.com/blog/67610-digital-transformation-in-sports-from-diamond-to-gridiron/">Digital transformation in sports: from diamond to gridiron</a>.</em></p> tag:econsultancy.com,2008:BlogPost/67780 2016-04-26T15:45:06+01:00 2016-04-26T15:45:06+01:00 How the Democratic presidential candidates are using social media Patricio Robles <h3>Hillary Clinton</h3> <h3><img src="https://assets.econsultancy.com/images/resized/0007/4287/clintontwitter-blog-flyer.png" alt="" width="470" height="241"></h3> <h4>Stats At-A-Glance</h4> <ul> <li> <strong>Twitter followers:</strong> 6.04m</li> <li> <strong>Facebook Likes:</strong> 3.2m</li> <li> <strong>Instagram followers:</strong> 1.1m</li> <li> <strong>YouTube views:</strong> 10.9m</li> </ul> <p>The front-runner for the Democratic nomination, Hillary Clinton not surprisingly has a presence on all of the major social networks.</p> <p>Twitter is her most prolific channel – she's very active on the service and now has over 6m followers – but has also made use of other networks, like Instagram.</p> <p><a href="https://captiv8.io/presidential-race">According to</a> social media analytics firm Captiv8, Clinton posted the most content overall of any candidate in either party to Instagram between May 2015 and January 2016.</p> <p>She had also accrued the most Likes on Instagram of any candidate in either party.</p> <p>Clinton's social media campaign has been likened to a a "new media startup" because she has a large full-time staff dedicated to producing original digital content. </p> <p>As USA Today's Heidi M. Przybyla <a href="http://www.usatoday.com/story/news/politics/elections/2016/01/18/hillary-clinton-social-media-trump-twitter-facebook/78856358/">detailed</a>, the focus on original content has led some to compare the Clinton social media effort to the operations of successful digital publishers like BuzzFeed and Vox.</p> <p>Clinton's digital manager, Teddy Goff, who helped lead the Obama digital campaigns in 2008 and 2012, says the strategy has to be different in 2016.</p> <p>"[Before], we felt that we could pretty much reach the people we need to reach by running a really good Twitter and Facebook account," he stated.</p> <p>Now, individuals have "a higher set of expectations for how they’re going to be served." </p> <p>Despite the fact that Clinton looks to be the Democratic nominee, her competitor, Bernie Sanders, is besting her in some corners of the social mediasphere, something that the Clinton campaign <a href="http://www.cnn.com/2016/02/11/politics/clinton-campaign-social-media/">appears to have struggled with</a>.</p> <p>This past week it was announced that a Super PAC supporting Clinton <a href="http://www.marketwatch.com/story/pro-hillary-clinton-group-spending-1-million-to-push-back-against-online-commenters-2016-04-22">plans to spend $1m</a> to challenge Bernie supporters online, a strategy that might be smart but that some have questioned.</p> <h3>Bernie Sanders</h3> <h3><img src="https://assets.econsultancy.com/images/resized/0007/4288/bernieinstagram-blog-flyer.png" alt="" width="470" height="226"></h3> <h4>Stats At-A-Glance</h4> <ul> <li> <strong>Twitter followers:</strong> 2.04m</li> <li> <strong>Facebook Likes:</strong> 4m</li> <li> <strong>Instagram followers:</strong> 1.2m</li> <li> <strong>YouTube views:</strong> 27.6m</li> </ul> <p>While Bernie Sanders trails Hillary Clinton in the delegate count, he's ahead of her on many social networks, including Facebook and Instagram.</p> <p>His social lead over Clinton is most pronounced on YouTube, where he has accumulated more than 131,000 subscribers and his videos have racked up more than 27.6m views.</p> <p>That's just shy of three times Clinton's number of subscribers (Clinton has just 44,000 subscribers) and video views.</p> <p>The fact that Sanders is besting the front-runner on social media success is not surprising. </p> <p>According to Captiv8, Sanders has the most engaged online audience (defined as Likes per follower) of any candidate in either party.</p> <p>Sanders’s social success, which has led to the popular #FeeltheBern hashtag, isn't accidental.</p> <p>His digital campaign is run by Revolution Messaging, whose CEO, Scott Goodstein, was the external online director of the 2008 Obama presidential campaign.</p> <p>That campaign was a breakthrough for the use of social media in a political race, but Goodstein <a href="http://www.fastcompany.com/3058681/inside-bernie-sanders-social-media-machine">is quick to note</a> that the Sanders social media blueprint isn't a copy of Obama's.</p> <p>Today, Goodstein and his team have more experience and knowledge, as well as more social networks and larger social networks.</p> <p>There are also tools like Slack, which the Sanders team uses to communicate.</p> <p>They have put all of those to good use, but ultimately, Goldstein believes Sanders's social success is about Sanders...</p> <blockquote> <p>You want to make sure that social media and digital all have the same authentic voice and reflect the exact campaign and candidate message - [and Sanders’s message] is amazing.</p> </blockquote> <p><em>For more on this topic, read: <a href="https://econsultancy.com/blog/63672-seven-lessons-obama-s-digital-team-learned-from-a-b-testing-emails/">Seven lessons Obama's digital team learned from A/B testing emails</a>.</em></p> tag:econsultancy.com,2008:BlogPost/67781 2016-04-25T17:08:00+01:00 2016-04-25T17:08:00+01:00 Why do brands continue to make stupid social media decisions? Patricio Robles <p><img src="https://assets.econsultancy.com/images/0007/4258/princetweet.jpg" alt="" width="281" height="250"></p> <p>Case in point: last week, Cheerios, the cereal brand owned by General Mills, found itself in hot water after the Minnesota-based company posted a tweet in response to the death of Prince.</p> <p>It contained a "Rest in Peace" graphic in which the dot in the letter <em>i</em> was a Cheerio. Not surprisingly, many in the Twittersphere found the tweet to be in very poor taste.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Can't believe that Cheerios Prince ad. Incredibly poor taste to use his death for self promotion. smh</p> — Harbinger (@veebex) <a href="https://twitter.com/veebex/status/723600959960698884">April 22, 2016</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Offensive and tasteless aren't always the same thing. Inserting your brand into your memorial is the latter <a href="https://t.co/iQejKtzbRH">https://t.co/iQejKtzbRH</a></p> — Foodmancing® (@Foodmancing) <a href="https://twitter.com/Foodmancing/status/723636799986237440">April 22, 2016</a> </blockquote> <p>While numerous other brands paid their respects to Prince on social media, the Cheerios tweet rubbed many people the wrong way because instead of keeping things simple and respectful, it incorporated the brands into the memorial.</p> <h3>When you have a brand, every event is not a cow</h3> <p>Why did Cheerios do such a thing? Welcome to branding in the age of social media.</p> <p>Marketers are more focused than ever on promoting their brands, and social media channels like Twitter provide plenty of opportunities to insert a brand into the conversation without much effort.</p> <p>In some cases, these opportunities are worthwhile.</p> <p>For example - and apologies for harking back to this again - when the power went out during the Super Bowl, Oreo used its <a href="https://econsultancy.com/blog/63140-eight-great-examples-of-agile-marketing-from-oreo">agile marketing savvy to seize the moment with the perfect tweet</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/4257/oreotweet.jpg" alt="" width="335" height="472"></p> <p>But obviously, the death of a beloved public figure is <em>not</em> the same as a blackout at a sporting event.</p> <p>The Cheerios tweet demonstrates that too many marketers are so focused on branding anything and everything that they're not using common sense or recognizing that some things just shouldn't have a brand imprint.</p> <h3>Common sense still isn't so common</h3> <p>Unfortunately, common sense still isn't so common in social media. </p> <p>While it is true that <a href="https://econsultancy.com/blog/67765-is-there-such-a-thing-as-bad-publicity-on-social-media/">bad publicity frequently doesn't have long lasting effects in social media</a>, brands shouldn't make a habit of tweeting without thinking.</p> <p>That's precisely what Cheerios did when it attempted to turn a death into a branding opportunity.</p> tag:econsultancy.com,2008:TrainingDate/2942 2016-04-25T14:52:27+01:00 2016-04-25T14:52:27+01:00 Social Media Customer Service <p>This one-day immersion into social media customer service is ideal for anyone looking to improve their digital and online customer experience.</p> <p>Whether you need to create or refine a social servicing strategy, or simply skill up teams responsible for customer service, this course will enable you to evaluate the business benefits and work through the operational challenges and customer engagement in social media.</p> <p>We'll cover the critical processes for effective social media customer service and run through a short simulated exercise to help attendees experience the challenges of social media servicing.</p> <p>We will consider the importance of effective risk/reputation management and look at techniques to improve customer verification, complaint handling and escalation.</p> tag:econsultancy.com,2008:BlogPost/67778 2016-04-25T14:21:00+01:00 2016-04-25T14:21:00+01:00 MADE.COM on the value of social commerce Ben Davis <h3>Does social engagement correlate with customer value?</h3> <p>Yes. Here at MADE.COM our customer is a savvy online shopper. They buy big ticket furniture items online.</p> <p>Social is a way for us to build confidence in the brand by showcasing our personality. Engage with them, inspire them and answer their questions quickly.</p> <p>And it shows; people who came to MADE.COM from organic social had <strong>an average order value 4% higher than the site average</strong> in Q1 2016. </p> <h3>Is paid social a big part of your media mix?</h3> <p><a href="https://econsultancy.com/training/courses/social-media-paid-advertising/">Paid social</a> is really important to us here at MADE.COM. We love to innovate and have been the first to test new paid social betas with Facebook, Instagram, <a href="https://econsultancy.com/blog/67720-how-made-com-succeeds-on-pinterest/">Pinterest</a> and Twitter.</p> <p><em>MADE.COM has rolled out promoted pins.</em></p> <p><img src="https://assets.econsultancy.com/images/0007/3741/Screen_Shot_2016-04-07_at_12.13.16.png" alt="made on pinterest" width="615"> </p> <h3>What metrics do you use to track the success of Unboxed?</h3> <p><a href="https://econsultancy.com/blog/65933-retailer-owned-social-networks-can-they-work/">MADE Unboxed</a> is all about building customer loyalty and brand advocacy.</p> <p>We measure success by the dwell time on site and average order value of people who visit Unboxed during their time on MADE.COM.</p> <p>We have seen that <strong>dwell times on the site are over 3x higher</strong> for those visitors. And the <strong>average order value was up 16%</strong> on the site average in Q1.</p> <h3>What's the MADE take on influencers? Does your community mean you don't need them?</h3> <p>From day one we have worked hard to attract those influential early adopters and they continue to be incredibly important to us.</p> <p>Back when we began six years ago, we had a very innovative business model and it was the influencers who gave us a go that really got the business off the ground.</p> <p>Getting people to buy a sofa online from a brand they’d never heard of was tricky.</p> <p>By building a brand and attracting those <a href="https://econsultancy.com/reports/the-rise-of-influencers/">influencers</a> early on means they have always been part of our community. </p> <h3>How important is the MADE brand? </h3> <p>Building the brand has always been important to us. As we grow and mature, we’re careful not to lose sight of how important it is to evolve and continue to be innovative.</p> <p>It’s only by staying ahead of the curve that we manage to keep a brand that both existing and new members of the community want to affiliate with.</p> <h3>Product photography seems to <a href="https://econsultancy.com/blog/67377-10-ecommerce-sites-with-grand-product-photography/">work well for MADE</a>, so how do you adapt to video?</h3> <p>Video is extremely important to us. It’s a tool we’ve used on the ecommerce site <a href="https://econsultancy.com/blog/66040-how-should-you-approach-product-videos-for-ecommerce">to showcase products</a> in more detail.</p> <p><strong>Collections with</strong> <strong>videos have sold 4 to 9 times more pieces</strong> than those without.</p> <p>And with social platforms putting more and more focus on visual content (the rise of Instagram and also Twitter integration with visual content) it is a format we want to do more with in 2016.</p> <p><em>Part of a MADE.COM product video.</em></p> <p><img src="https://assets.econsultancy.com/images/0007/4269/made.com.gif" alt="made.com video" width="427" height="306"></p> <h3>How have your physical stores changed your social strategy, if at all?</h3> <p>We use social to promote the fact that we have showrooms as we now have three in the UK alone.</p> <p>People still think of us as a purely online brand and whilst that’s our main base, we hope the showrooms bridge that gap for people who want to touch and feel the products.</p> <p>It is also important to engage with people who share their showroom visits on social.</p> <p>These people are already invested in the brand, they’ve made an effort to come and see us. We use social to nurture this relationship.</p> <h3>What new developments in social media are you excited about?</h3> <p>We’ve been eagerly awaiting Promoted Pins on Pinterest and are thrilled to be one of Pinterest partners for its UK launch.</p> <p>We also work closely with Facebook, Instagram and Twitter and know they have some exciting developments in paid social coming to the UK market soon. </p> <p>The way social and ecommerce are integrating is fascinating.</p> <p>Pinterest’s link-back approach mean it has done social commerce from the get go and apps like Depop, as well as developments such as Facebook Canvas, show that there is an appetite to better integrate the buying cycle into social.</p> <p>These developments will surely change the social media landscape, and showcase the power of a community. </p> tag:econsultancy.com,2008:BlogPost/67772 2016-04-25T11:22:08+01:00 2016-04-25T11:22:08+01:00 A day in the life of... a food & drink startup entrepreneur Ben Davis <p>She tells us about her daily life.</p> <h3>Please describe your job! What do you do?</h3> <p>I am the co-founder of EatCleanTea, a UK-based matcha green tea company that offers worldwide shipping.</p> <p>Essentially, I do the marketing, branding, sales, outreach, logistics and partnerships for the company.</p> <p>I felt inspired to start the business (initially launching as an online ecommerce business) as someone with a personal interest and passion in health who felt utterly betrayed and disappointed in all the fad weight-loss methods out there.</p> <p>And so EatCleanTea was born! I wanted to bring the matcha health benefits to the masses, encouraging a sustainable healthy lifestyle, instead of the quick-fix false promises made by other ‘health’ brands.</p> <p><img src="https://assets.econsultancy.com/images/0007/4234/sylvie.jpg" alt="sylvie hall" width="400"></p> <h3>Whereabouts do you sit within the organisation? Who do you report to? </h3> <p>I report to myself! Whether this is a good thing or bad thing will remain to be seen!</p> <p>However, when it comes to major business decisions, my business partners James Wilson and Edward Creedon have to be on board with my vision and strategy.</p> <h3>What kind of skills do you need to be effective in your role? </h3> <p>Starting your own business is hard work. This may sound obvious and although anyone can do it, it all comes down to motivation.</p> <p>You need to be extremely motivated, especially on those days when you have no energy and when your outgoings seems to be far outweighing your incomings.</p> <p>Some days it can be easy to give in and ‘loosen’ the reins. However, you must keep going.</p> <p>A key component of being successful in business is recognising trends quickly and spotting the opportunities that are relevant for your business.</p> <p>But most of all, you must be uber positive... even when everything is going wrong.</p> <p>You can’t beat the power of positive thinking, every problem you can learn from and there’s always a way to turn a situation around. Be creative!</p> <h3>Tell us about a typical working day… </h3> <p>The first thing I do when I wake is check my inbox which is usually full of emails (and if it wasn’t, I’d be worried!).</p> <p>I’ll then check Instagram, Twitter and Facebook to see what activity has happened over night and respond accordingly to comments, questions and any photos we’re tagged in.</p> <p>Our marketing model is focused mainly on Instagram and based on <a href="https://econsultancy.com/blog/65495-five-lessons-for-effective-blogger-outreach/">blogger outreach</a> and <a href="https://econsultancy.com/reports/the-rise-of-influencers/">influencer marketing</a>, so I spend most of my day looking for and contacting people that I feel align well with our brand and would make good brand ambassadors for EatCleanTea.</p> <p>Then I plan budgets, create visual and written content, liaise with celebrity agents and work on future social media posts and creative campaigns.</p> <p>I spend a large proportion of the afternoon sending out samples of products and following up with bloggers for feedback.</p> <p>We never really switch off at EatCleanTea HQ, but it’s a product and brand we hugely believe in.</p> <p><img src="https://assets.econsultancy.com/images/0007/4235/Screen_Shot_2016-04-22_at_14.37.44.png" alt="eatcleantea" width="615" height="308"></p> <h3>What do you love about your job? What sucks?</h3> <p>I love the fact that I’ve created something all on my own. I wake up every day feeling excited and can’t wait to begin exploring all the different avenues to growing my business.</p> <p>There are so many positives of working for yourself and I love that I am my own boss. I don’t ever feel pressure from anyone but myself. This makes me more productive than working for someone else.</p> <p>I love the control I have over my day and having full responsibility for revenue.</p> <p>However as a startup, funds are limited so I constantly have to think outside the box on how to make our marketing strategy stretch to deliver ROI, considering we only have a very small budget.</p> <p>Money can be a big worry and when we spend a considerable amount on a certain tactic yet get little in return of website traffic or sales, it can have an impact on morale.</p> <p>But we must keep on going!</p> <h3>What kind of goals do you have? What are the most useful metrics and KPIs for measuring success? </h3> <p>My main goal is to make matcha mainstream and for EatCleanTea to be the leading brand in the UK and worldwide.</p> <p>The main challenge is that people assume matcha is a trend, a fad, similar to the weight-loss and tea-tox teas out there (not naming names here).</p> <p>We want to change public perception and get the world to recognise matcha for the superfood it’s recognised as in Japan, where it originates.</p> <p><a href="https://econsultancy.com/training/courses/google-analytics/">Google Analytics</a> is my favourite tool for measuring our traffic and <a href="https://econsultancy.com/reports/conversion-rate-optimization-report/">conversion rates</a>, which are two of our main KPIs for measuring success.</p> <p>We have a great conversion rate on the website (which can always be improved of course) so the goal is generating more targeted traffic to maximise sales.</p> <p>One of the new metrics we’re analysing is site behaviour, for example did someone read one of our blogs and then buy? Or did they drop off within two seconds of reading and leave the site?</p> <p>This kind of information is vital and only helps us improve our onsite content leading to a higher conversion rate. </p> <h3>What are your favourite tools to help you to get the job done?</h3> <p>I’ve been using Iconosquare to plan our Instagram <a href="https://econsultancy.com/blog/67647-nine-incredibly-helpful-influencer-marketing-tools/">influencer strategy</a>.</p> <p>It shows you the strength of an Instagram influencer's engagement, which is a good indicator as to what kind of return you can expect from their promotion.</p> <p>And it also weeds out those fake influencers who buy followers and likes!</p> <p><img src="https://assets.econsultancy.com/images/0007/4236/Screen_Shot_2016-04-22_at_14.41.01.png" alt="instagram eatcleantea" width="500"></p> <h3>How did you get started in the digital industry, and where might you go from here?</h3> <p>My degree is in marketing which wasn’t digital focused at all, but after graduating I worked as a marketing exec for Sanako for four years and was promoted to Manager after a year.</p> <p>Although the role was mostly offline marketing, there was an element of digital marketing and this is what sparked off my interest.</p> <p>I could see how quickly the landscape was evolving and saw all the possibilities that social networks opened up for businesses and consumers to connect in a more authentic way.</p> <h3>Which brands do you think are doing digital well?</h3> <p>There are some really inspiring brands that do digital and social media marketing incredibly well.</p> <p>Dollar Beard Club, Frank Body and Triangl Swimwear are all stellar examples of a strong and successful digital marketing strategy.</p> <p>For me, I think tone of voice is everything. Once you nail that, people can really connect with you and what you’re doing online.</p> <h3>Do you have any advice for people who want to work in the digital industry?</h3> <p>Digital marketing is always evolving, so never become complacent in what you think you know is best. Read and learn about <a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2016-digital-trends">new trends</a>, whilst continually testing and optimising.</p> <p>Not everything you try will work but it’s better to try something new and different then be the same as the rest.</p> <p><em>If you're looking for a new challenge in digital, see the <a href="https://jobs.econsultancy.com/">Econsultancy jobs board</a> or benchmark your own digital knowledge using our <a href="https://econsultancy.com/training/digital-skills-index-lite/">Digital Skills Index</a>.</em></p> <p><em>Alternatively, if you already work in the digital industry and would like a Day In The Life profile, you can email us via press@econsultancy.com.</em></p> tag:econsultancy.com,2008:BlogPost/67775 2016-04-22T15:15:00+01:00 2016-04-22T15:15:00+01:00 Six common reasons content marketing campaigns don't perform Patricio Robles <h3>1. You didn't do the research</h3> <p>Content marketers should remember that even though content is ultimately expected to deliver a return on investment, it won't do that if it doesn't deliver value to the target audience.</p> <p>While some content marketers might assume they know what's of value to the target audience, the best way to identify the best opportunities is to do market research before any content is created.</p> <p>Market research can take many forms, and marketers should remember that analytics data and data from CRM systems can be a valuable source of worthwhile ideas.</p> <p>For more on this, read: </p> <ul> <li><a href="https://econsultancy.com/blog/66976-are-your-audience-personas-really-helping-to-inform-your-content-strategy/">Are your audience personas really helping to inform your content strategy?</a></li> </ul> <h3>2. The content doesn't align to the objectives</h3> <p>Even great content can fall short when it's not aligned well enough to a campaign's objectives.</p> <p>For example, if a company is aiming to generate leads for a new service but its snazzy infographic is only modestly relevant to the target audience, it might not see the desired results because it won't capture attention from the right people.</p> <p>For more on this, read:</p> <ul> <li><a href="https://econsultancy.com/blog/64044-the-content-cycle-how-to-improve-your-campaign-strategy/">The Content Cycle: how to improve your campaign strategy</a></li> </ul> <h3>3. The content isn't compelling</h3> <p>The web is awash in content, and more and more companies have adopted content marketing, so it can be difficult for brands to stand out.</p> <p>If content isn't interesting, informative or insightful, a campaign isn't likely to deliver on its objectives. It's that simple.</p> <p>For some inspiration on your content marketing efforts, check out these other posts:</p> <ul> <li><a href="https://econsultancy.com/blog/66247-14-examples-of-evergreen-content-formats-that-work-wonders/">14 examples of evergreen content formats that work wonders</a></li> <li><a href="https://econsultancy.com/blog/65518-six-examples-of-interesting-content-from-boring-businesses/">Six examples of interesting content from ‘boring’ businesses</a></li> </ul> <h3>4. The presentation is lacking</h3> <p>Content experience matters.</p> <p>Making the right presentation decisions – delivery format (eg. web page versus infographic versus whitepaper PDF), typography, use of graphics and video, etc. – is critical, as is ensuring that the final product is professional if not highly-polished.</p> <p>Econsultancy's own <a href="https://econsultancy.com/blog/64539-introducing-the-periodic-table-of-content-marketing/">Periodic Table of Content Marketing</a> will help choose which content format to use.</p> <p>It's also a good example of how presentation can bring a potentially dry topic to life (even if we do say so ourselves).</p> <p><a href="https://assets.econsultancy.com/images/0004/5832/The_Periodic_Table_of_Content_Marketing.png"><img src="https://assets.econsultancy.com/images/resized/0004/5829/the_perdiodic_table_of_content_marketing-blog-full.png" alt="" width="615" height="387"></a></p> <h3>5. The distribution strategy is wrong</h3> <p>Even the best content doesn't distribute itself.</p> <p>Having <a href="https://econsultancy.com/reports/maximising-the-reach-of-your-content-assets-digital-marketing-template-files/">the right content distribution strategy</a> can mean the difference between content reaching the right people or not.</p> <p>While social media is often a potent distribution channel for content marketers, successful campaigns, particularly in B2B markets, frequently rely on other channels.</p> <p>This can include owned channels like company websites and mailing lists.</p> <h3>6. Quantity is prioritized over quality</h3> <p>While content marketing teams may feel good about their ability to produce content in large volumes, quantity doesn't guarantee results.</p> <p>This is something Chris Sheen, Head of Marketing at SaleCycle, explained in a post about <a href="https://econsultancy.com/blog/67475-why-80-of-our-b2b-content-marketing-failed">why 80% of his company's content failed</a>.</p> <p><iframe src="https://www.youtube.com/embed/TotoIZdle3c?wmode=transparent" width="560" height="315"></iframe></p>