tag:econsultancy.com,2008:/topics/social Latest Social content from Econsultancy 2016-05-27T12:40:00+01:00 tag:econsultancy.com,2008:Report/3008 2016-05-27T12:40:00+01:00 2016-05-27T12:40:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to a B2B report) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online market research with data, facts, charts and figures.The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/67890 2016-05-27T11:37:41+01:00 2016-05-27T11:37:41+01:00 The 11 most interesting stories in digital this week Ben Davis <h3>1. Facebook could sway the UK's EU referendum</h3> <p style="font-weight: normal;">A fascinating piece <a href="http://www.ft.com/cms/s/0/383959de-2107-11e6-9d4d-c11776a5124d.html#axzz49lh6TVu9">in the FT</a> this week posited that the effect of Facebook's 'voter megaphone' (reminding users of polling day) and its "I voted" button could be significant.</p> <p style="font-weight: normal;">A study in Nature in 2012 analysed the use of similar features during the 2010 congressional elections in the US.</p> <p style="font-weight: normal;">60m US users saw the message “Today is Election Day” along with a link to polling place information and the “I voted” button (the button included a counter showing how many of your friends had also voted, and how many in total on the network). Crucially, a control group of 600,000 saw no notification.</p> <p style="font-weight: normal;">When who voted was tallied with who got the Facebook reminder, the researchers saw it as responsible for 340,000 additional votes across the US.</p> <p style="font-weight: normal;">Factoring in users whose Facebook names don't match the electoral roll (nicknames etc.) and it's possible that Facebook could have increased turnout by 0.6%.</p> <p style="font-weight: normal;">That's not small fry at all.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/5397/polling_place.jpg" alt="facebook polling day" width="350"></p> <h3>2. Does ASOS have a Facebook customer service bot?</h3> <p>The brand denies it. The Facebook page suggests otherwise.</p> <p><img src="https://assets.econsultancy.com/images/0007/5402/Screen_Shot_2016-05-27_at_09.55.16.png" alt="asos bot" width="400"></p> <p><img src="https://assets.econsultancy.com/images/0007/5401/Screen_Shot_2016-05-27_at_09.53.03.png" alt="asos bot" width="400"></p> <h3>3. US nuclear forces still use floppy disks</h3> <p>And not just any floppy disks - eight-inch floppies from the 1970s.</p> <p>The most astonishing fact <a href="http://www.bbc.co.uk/news/world-us-canada-36385839">reported this week</a> was that the US spends $61bn maintaining ageing tech, three times the amount it spends on new I.T.</p> <p>And you thought you had legacy infrastructure...</p> <p>As a side note, the old 'X still uses floppy disks' story seems to be a journalistic staple over the last few years (see below).</p> <p><img src="https://assets.econsultancy.com/images/0007/5391/Screen_Shot_2016-05-26_at_12.29.16.png" alt="FLOPPY" width="615"></p> <p><img src="https://assets.econsultancy.com/images/0007/5392/Screen_Shot_2016-05-26_at_12.28.28.png" alt="floppy" width="615"></p> <p><img src="https://assets.econsultancy.com/images/0007/5390/Screen_Shot_2016-05-26_at_12.28.54.png" alt="floppy" width="615"></p> <h3>4. Microsoft backs out completely from mobile hardware</h3> <p>Microsoft announced a $950m writedown of its smartphone business (formerly Nokia).</p> <p>Though the loss of Nokia/Lumia was effectively accounted for last year with a $7.6bn writedown, this latest action, including the loss of 1,850 jobs, is being seen as the final nail in the coffin.</p> <p>This follows on from the sale to Foxconn of the old feature phone side of Nokia for $350m.</p> <p>Nokia's former director of strategy was unimpressed.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/hashtag/Microsoft?src=hash">#Microsoft</a> <a href="https://twitter.com/hashtag/mobile?src=hash">#mobile</a> cutting 1350 people in Finland + 500 globally, killing <a href="https://twitter.com/hashtag/windowsphone?src=hash">#windowsphone</a> <a href="https://twitter.com/hashtag/wp?src=hash">#wp</a> So this was Microsoft's mobile first strategy.</p> — Juha-Pekka Helminen (@jphelminen) <a href="https://twitter.com/jphelminen/status/735397442150146048">May 25, 2016</a> </blockquote> <h3>5. Thomas Cook is the latest brand to use cats in an ad</h3> <p><iframe src="https://www.youtube.com/embed/c9Z1ewFLgR8?wmode=transparent" width="560" height="315"></iframe></p> <h3>6. The Co-op has rebranded</h3> <p>If you're not reading this in the UK, The Co-op is one of the world's largest <a href="https://en.wikipedia.org/wiki/Consumers%27_co-operative">consumer cooperatives</a>, operating businesses in food retail, funeral care, legal services and running a bank (which itself is not co-operatively owned).</p> <p>The reason the Co-op is of interest to digital types is that its chief digital officer since late 2015 has been Mike Bracken, former chief data officer and executive director of digital for the British Government.</p> <p>Mike and some other former members of the <a href="https://econsultancy.com/blog/65774-gov-uk-the-government-s-website-is-better-than-yours">groundbreaking GDS</a> are amongst those spearheading an effort to recreate the Co-op for the digital era, defining what membership can mean in this age.</p> <p>Rebranding this week has been one part of recovering from <a href="https://www.theguardian.com/business/2013/nov/23/coop-scandal-paul-flowers-mutual-societies">past controversies</a>, with <a href="https://digital.blogs.coop/2016/05/24/changes-to-co-op-membership/">membership benefits also changing later this year</a>. Check out the sexy lorries below.</p> <p>In the spirit of transparency brought over from GDS, you can read all about what the Co-op's digital teams are doing on the <a href="https://digital.blogs.coop/">Co-op digital blog</a>.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The lorries look good <a href="https://t.co/yuLYPNdBxT">pic.twitter.com/yuLYPNdBxT</a></p> — Ben Terrett (@benterrett) <a href="https://twitter.com/benterrett/status/735149655831531520">May 24, 2016</a> </blockquote> <h3>7. Google wants to get rid of passwords</h3> <p>Google I/O took place on Friday last week, but I thought it worthwhile flagging one feature that wasn't as widely reported as <a href="https://econsultancy.com/blog/67864-vr-messaging-or-assistant-which-is-the-best-bet-for-google/">Assistant, Allo or Daydream</a>.</p> <p>Daniel Kaufman in his talk mentioned the Trust API, a way of securing Android apps. Trust API will use facial recognition, typing and even walking patterns to confirm your identity.</p> <h3>8. Angry Birds is killing it at the box office</h3> <p>Okay, this isn't vital for marketers to know, but it surpised me that The Angry Birds Movie is taking lots of money, particularly in America where it tops the box office and is set to become the biggest computer game adaptation ever.</p> <p>Here's the trailer. It's not bad.</p> <p><iframe src="https://www.youtube.com/embed/1U2DKKqxHgE?wmode=transparent" width="560" height="315"></iframe></p> <h3>9. Twitter ditches the Buy button just as Facebook tries shoppable video</h3> <p>Yep, that nine-month silence from Twitter about the success of its Buy button spoke volumes. The feature was <a href="https://econsultancy.com/blog/67887-twitter-ditches-its-buy-button-puts-focus-on-retargeting/">effectively cut this week</a>.</p> <p>The Information <a href="https://www.theinformation.com/facebook-eyes-more-retail-dollars-with-shoppable-video-ads?unlock=f51afa&amp;token=628fd6e4d5416b29d313c4d1fee969ef00e81e90">reports</a> that Facebook is close to trialling shoppable video ads. It will be interesting to see if the network's reach and undeniable success with video will pay dividends.</p> <p>Shoppable video hasn't exactly set the world alight elsewhere.</p> <h3>10. Twitter changes cause predictable grumbling</h3> <p>Twitter has relaxed the character restrictions that thus far have made it the home of both wit and dimwittery on the web.</p> <p>Usernames will no longer count towards the 140 character limit, nor will photo or video. The faux outrage from Twitter users seemed to revolve around the prospect of being included in spammy tweets with up to 50 usernames added (they should be so lucky).</p> <p>The .@ is also disappearing, as Twitter will show everybody the first tweet in your conversation with another user (regardless of whether your followers also follow your interlocutor).</p> <p>Probably a good thing, all in all.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Twitter making changes: <a href="https://t.co/8IzGSfiqbk">https://t.co/8IzGSfiqbk</a> (...was there ever a reason to use ".@" that wasn't self-important or passive aggressive?)</p> — The Media Blog (@TheMediaTweets) <a href="https://twitter.com/TheMediaTweets/status/735111936447250432">May 24, 2016</a> </blockquote> <h3>11. Changes to Google AdWords</h3> <p>More text will be allowed in PPC ads for the first time since launch. Maps also joins Google inventory, with more sohisticated branded pins and business listings with promotions and local inventory enabled.</p> <p>For the full detail, read: <a href="https://econsultancy.com/blog/67882-what-do-google-s-expanded-text-local-search-ads-mean-for-marketers/%20">What do Google's expanded text &amp; local search ads mean for marketers?</a></p> <p><img src="https://assets.econsultancy.com/images/0007/5345/expanded_text_ads_on_mobile.gif" alt="expanded text ads" width="426" height="200"></p> tag:econsultancy.com,2008:BlogPost/67884 2016-05-26T11:50:00+01:00 2016-05-26T11:50:00+01:00 Seven ways social media is shaping the beauty industry Nikki Gilliland <p>According to the speakers – Benefit PR manager Camilla Bradley, YouTube influencer Fleur De Force and managing director of Glossybox Rachel Kavanagh – social media is <em>everything</em>.</p> <p>Where the print ad once reigned supreme, the sponsored video is now King. </p> <p>With social media rapidly changing the way beauty brands connect and communicate with consumers, here are seven ways it's having the biggest effect.</p> <h3>1. Word of mouth</h3> <p>Glossybox is a monthly subscription service for beauty products, where 80% of its acquisition comes from word of mouth.</p> <p>This is an astonishing statistic, but it just goes to show how much a company like Glossybox uses social media - not just as an additional tool, but as an integral part of its entire strategy.</p> <p>By constantly talking to its online community, the likes of Glossybox are creating a conversational cycle that benefits both the consumer and the brand. </p> <p>By building trust and authority online, as well as creating a place for fans to discover and discuss new products, customer feedback and word of mouth recommendations naturally occur.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Here's what the likes of <a href="https://twitter.com/MsMakeupMagpie">@MsMakeupMagpie</a> &amp; <a href="https://twitter.com/labelsforlunch">@labelsforlunch</a> had to say about May's box: <a href="https://t.co/m18lhHTsDD">https://t.co/m18lhHTsDD</a> <a href="https://t.co/l6lzvNksts">pic.twitter.com/l6lzvNksts</a></p> — Glossybox UK (@GlossyboxUK) <a href="https://twitter.com/GlossyboxUK/status/735102478346260480">May 24, 2016</a> </blockquote> <h3>2. New platforms</h3> <p>First it was Pinterest, then it was Vine... new ‘must-use’ social media platforms appear all the time, and as a result, brands can find it difficult to know where to focus.</p> <p>As Benefit’s Camilla Bradley explained, it’s not always about jumping on the bandwagon, but rather, utilising the platforms that work for the brand and its audience.</p> <p>Additionally, it is also useful to avoid having a blanket global strategy, and concentrate market by market instead.</p> <p>A great example is that while Benefit US has used <a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live/">Facebook Live</a> to launch its ‘Tipsy Tricks’ series, the UK strand of the business is more aligned to using social to promote campaigns and events.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fbenefitcosmetics%2Fvideos%2F10153593286943148%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3> 3. The power of influencers</h3> <p>As highlighted in our <a href="https://econsultancy.com/reports/the-rise-of-influencers/">Rise of Influencers report</a>, social media personalities are having a massive impact on the way brands promote products. </p> <p>Collaboration and sponsorship with creators is now par for the course.</p> <p>However, according to YouTube star Fleur De Force, collaborating with influencers does not mean an automatic path to success.</p> <p>The key to a successful campaign is all about choosing the <em>right</em> influencer.</p> <p>A brand might set out to work with the star with the biggest amount of subscribers, but if a product does not naturally fit in with an identity or audience, it could be perceived as fake and even dishonest. </p> <p>With natural and authentic campaigns being the most well received, brands should always prioritise engagement over reach.</p> <p><img src="https://assets.econsultancy.com/images/0007/5354/Fleur_De_Force_2.PNG" alt="" width="750" height="535"></p> <h3>4. Changing reputations</h3> <p>As well as a place to create conversation, social media has become a platform for managing reputation.</p> <p>However, harsh customer feedback and intense trolling has resulted in a push back from some brands.</p> <p>Boldly stating that the ‘customer <em>isn’t</em> always right’, Rachel Kavanagh explained how Glossybox in particular has changed the way it interacts with people on Twitter, deliberately avoiding knee-jerk apologies and customer mollycoddling. </p> <p>Instead, by moving away from Twitter as a customer care platform, the brand is now placing more emphasis on its position as a thought-leader.</p> <p>This way, it is able to maintain greater authority and control across all its channels. </p> <h3>5. Growing niches</h3> <p>While matte lips and bold brows might be the biggest trends of the moment, in future consumers will begin to desire products that are far more niche.</p> <p>Usually the hallmark of small, independent brands - organic, sustainable and ethical products are predicted to become a focus for big beauty brands in future.</p> <p>With YouTube videos based on these areas garnering increasing amounts of views, brands like Benefit are drawing on data to discover what people are talking about, and what exactly they want to see in their make-up bags.</p> <p>In turn, this will result in the creation of niche products that are both affordable and accessible.</p> <h3>6. Omnichannel strategies</h3> <p>Consumers no longer live in just the one place. And for beauty brands, having an omnichannel strategy is becoming increasingly important.</p> <p>From seeing a product on Instagram and reading a review on Twitter, to actually buying online, consumers now expect consistency across all channels.</p> <p>With the journey to purchasing a product becoming increasingly complex, brands can't rely on landing pages to be the first and only point of contact.</p> <h3>7. Killer content marketing</h3> <p>The beauty industry is beginning to realise the potential of in-house editorial teams. </p> <p>For Glossybox, 20% of readers going to the Beauty Unboxed online magazine end up subscribing to the service.</p> <p>Likewise, 70% don’t question the content, entirely believing in the brand as an authority on the topic.</p> <p>This demonstrates how, from email newsletters to integrated blogs, social media is no longer about simply promoting an article on Twitter. </p> <p>It is about creating quality content across the board, during all aspects of the customer experience.</p> <p><img src="https://assets.econsultancy.com/images/0007/5355/Glossybox.PNG" alt="" width="750" height="553"></p> tag:econsultancy.com,2008:BlogPost/67875 2016-05-25T14:54:37+01:00 2016-05-25T14:54:37+01:00 Euro 2016 digital campaigns: So far, so uninspiring Ben Davis <p>Let's look at some early acitivty...</p> <h3>The slightly uninspiring</h3> <h4><strong>Lipton</strong></h4> <p>Would Sir Alex Ferguson have appeared in an advert for iced tea? Those were different days.</p> <p>Jose Mourinho, Manchester United's presumptive manager at time of writing, appeared for Lipton in April 2016 and the ad is set to be revamped for EURO 2016.</p> <p>This ad truly represents the template for an international campaign based on a one-take celebrity appearance.</p> <p><iframe src="https://www.youtube.com/embed/i8hCWXEueco?wmode=transparent" width="560" height="315"></iframe></p> <h4><strong>Turkish Airlines</strong></h4> <p>The ‘Meet Europe’s Best’ campaign includes TV commercials, plane liveries, ticket giveaways and a <a href="https://meeteuropesbest.com/">microsite</a>. Turkish Airlines will also show matches on some of its planes and have sites in host cities.</p> <p>Focusing on the digital side of the campaign, the strategy is fairly bulletproof - use a ticket giveaway as an incentive to boost social media exposure and data capture (via competition entries on the microsite).</p> <p>Though as an official sponsor the brand will surely see massive uplift and run a successful campaign, some of the execution is slightly poor.</p> <p>Look at the microsite below - the tweeted entries to the competition (via the hashtag #europesbest) are embedded poorly, with no media on display (users have to click to view).</p> <p>This makes the page - designed to ally supporter passion with brand image - completely boring.</p> <p>The microsite also hosts the short TV spots, which are no doubt running as bookends. I've embedded one below and, as you'll no doubt agree, they are in-keeping with the average commercial bookend (so bad they're almost good).</p> <p><img src="https://assets.econsultancy.com/images/0007/5274/Screen_Shot_2016-05-24_at_08.58.13.png" alt="europe's best" width="615"></p> <p><iframe src="https://www.youtube.com/embed/Wpz0cofTRQ0?wmode=transparent" width="560" height="315"></iframe></p> <h4><strong>Kia &amp; The Telegraph</strong></h4> <p>Kia is an official sponsor of Euro 2016 (alongside sister brand Hyundai) but its pre-tournament activity has been fairly broad already.</p> <p>I'm being a little harsh including Kia in this section for its tie-up with The Telegraph. There's lots to like. </p> <p>A Telegraph journo is travelling to Paris in a Kia Sportage, recording a daily video diary over the course of a month. Footballers are being interviewed about their predictions for the tournament... in Kia Sportages at Kia dealerships.</p> <p>But the reason I've included Kia and The Telegraph is for the <a href="http://www.telegraph.co.uk/football/penalty-shootout-game/david-james-challenge/?WT.mc_id=tmgspk_surl_1338_Al7mn3PJQvL6&amp;utm_source=tmgspk&amp;utm_medium=surl&amp;utm_content=1338&amp;utm_campaign=tmgspk_surl_1338_Al7mn3PJQvL6">David James Challenge</a>, pictured below.</p> <p>Playing this game, complete with cringe-inducing commentary from James, allows users to enter a competition to win a Sportage, and provides plenty of data to Kia.</p> <p>I've no doubt it will entice many (I played twice, but didn't enter) and I know that a desktop game makes sense (<a href="https://assets.econsultancy.com/images/0007/4280/Screen_Shot_2016-04-25_at_13.59.02.png">43% of Brits use laptop or desktop</a> to watch streaming services) but it's such a hackneyed concept with such cheesy commentary that I had to include it in the uninspiring section.</p> <p>One thing's for sure, Kia will get noticed on The Telegraph website.</p> <p><img src="https://assets.econsultancy.com/images/0007/5277/Screen_Shot_2016-05-24_at_09.41.21.png" alt="kia and the telegraph" width="615" height="317"></p> <h4><strong>Puma</strong></h4> <p>Puma is up against official sponsor Adidas and the two boot makers, <a href="http://fortune.com/2013/03/22/the-hatred-and-bitterness-behind-two-of-the-worlds-most-popular-brands/">rivals for many years</a>, are vying to get their footwear the most attention during the tournament.</p> <p>As Nike can testify, <a href="http://qz.com/233611/adidas-won-the-world-cup-battle-but-nike-is-winning-the-soccer-wars/">it's not always the official sponsors</a> that get most value from a tournament year, so Puma has high hopes.</p> <p>However, though Puma's big TV ad features French stars Giroud and Griezmann, it's a very derivative commercial, inspired, as so many have been, by the classic <a href="https://www.youtube.com/watch?v=48FPdvA86jY&amp;feature=youtu.be">Nike mission ad</a>.</p> <p>Though as an ad it does the job, the brand hashtag (#choosetricks) isn't massively inspiring either. </p> <p>Adidas, as we'll see below, has bigger stars and what I think is a much more subtle and innovative football ad.</p> <p><iframe src="https://www.youtube.com/embed/afNui1C6oK0?wmode=transparent" width="560" height="315"></iframe></p> <h3>The more promising</h3> <h4><strong>Hyundai</strong></h4> <p>This is <a href="https://econsultancy.com/blog/65230-10-very-cool-examples-of-experiential-marketing/">experiential marketing</a> on a huge scale, with a competition and some new tech thrown in for good measure.</p> <p>The 45,000 capacity Hyundai FanDome in London will include a 360-degree audio-visual experience that reacts to game events in real-time.</p> <p>Giant screens surrounding the dome create what Hyundai calls #footballheaven.</p> <p>It's free for fans to attend, though tickets must be applied for through a <a href="http://euros.hyundai.co.uk/">microsite</a>, and Euro 2016 final tickets can be won by those that signup.</p> <p>The event and the hashtag play perfectly to the market of football fans and I can see the brand creating lots of content throughout the tournament.</p> <p>The only bum note is 'former Wales international player Vinnie Jones, who will inject his own unique style and personality into the experience'.</p> <p>However, given Wales' presence in the Euros, perhaps this can be forgiven. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Can’t make it to <a href="https://twitter.com/hashtag/EURO2016?src=hash">#EURO2016</a>? That's ok, get to <a href="https://twitter.com/hashtag/footballheaven?src=hash">#footballheaven</a> at the Hyundai FanDome <a href="https://t.co/HAMbfnS3lt">https://t.co/HAMbfnS3lt</a> <a href="https://t.co/UJqTte9Uf1">pic.twitter.com/UJqTte9Uf1</a></p> — Hyundai Motor UK (@Hyundai_UK) <a href="https://twitter.com/Hyundai_UK/status/733250211963932672">May 19, 2016</a> </blockquote> <h4><strong>Adidas</strong></h4> <p>Adidas' boots ad bests the Puma attempt above. The creative focuses on football skills, which are shot in a very real setting (a five-a-side pitch) and include no bells and whistles.</p> <p>This approach allows the personality of the players (Suarez, Pogba, Ozil) to come to the fore, something made more personal by the inclusion of the players' style off the pitch (featuring dance moves and general swagger).</p> <p>The whole thing is tied together by an enthusiastic football fan, filmed in front of his gaff. It feels much more '2016', suited to social media and directed at the viewer.</p> <p>There is no doubt much more to come from Adidias in the tournament, but this boots ad represents a great start.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Imagine always being first. <a href="https://twitter.com/hashtag/FirstNeverFollows?src=hash">#FirstNeverFollows</a><a href="https://t.co/MfKYCPXe7k">https://t.co/MfKYCPXe7k</a></p> — adidasfootball (@adidasfootball) <a href="https://twitter.com/adidasfootball/status/733572027836047360">May 20, 2016</a> </blockquote> <h4><strong>Carlsberg</strong></h4> <p>I haven't been blown away by Carlsberg's activity so far, but the tone has been very well pitched.</p> <p>As <a href="https://www.marketingweek.com/2015/12/14/carlsberg-on-moving-beyond-lad-culture-with-euro-2016-sponsorship/">Marketing Week reported</a>, the beer brand is aiming for broad appeal, not just the 'banter' market.</p> <p>Richard Whitty, senior marketing manager of football at Carlsberg, said the following:</p> <blockquote> <p>[EURO 2016] offers us a broad opportunity to talk to just about everyone and we want to use that to show lad culture is not something we are about.</p> <p>We have to move beyond it and the brand is now about being intelligent, clever and appealing to the widest audience possible. Female drinkers are very important for us.</p> </blockquote> <p>Commercials so far have centred on 'If Carlsberg did substitutions' and they have been positive and rewarding (see Chris Kamara giving away free tickets below).</p> <p>Carlsberg will allow football fans to vote for the official Man of the Match award for every game via social media. This is a first and will guarantee big engagement for the brand.</p> <p>The usual gamut of prizes and opportunities for fans are on offer, too.</p> <p>Overall, <a href="https://econsultancy.com/blog/67373-carlsberg-probably-the-best-content-strategy-in-2015/">Carlsberg has done a lot right</a> over the past couple of years and has transitioned into a beer brand that is defiantly about beer but is nonetheless inclusive and not puerile.</p> <p><iframe src="https://www.youtube.com/embed/IXWaXuNjAOc?wmode=transparent" width="560" height="315"></iframe></p> <h3>Conclusion</h3> <p>With plenty of the big brands yet to debut their commercials and the social activity yet to kick off in earnest, there's a lot to play for.</p> <p>We'll revisit the various official sponsors (and gatecrasher brands) during the tournament and see who is making hay.</p> <p>My own hope is that success will be found by those brands moving away from the old tournament model and trying to better personalise their activity through the lens of the fan.</p> tag:econsultancy.com,2008:BlogPost/67840 2016-05-23T14:29:29+01:00 2016-05-23T14:29:29+01:00 Highly targeted online ads don't work: Stanford researchers Patricio Robles <p>Eilene Zimmerman <a href="http://www.gsb.stanford.edu/insights/pedro-gardete-real-price-cheap-talk">explains</a>...</p> <blockquote> <p>In this case, the researchers were looking at cheap talk in retail, for example, an ad promising 'Lowest Prices in Town'.</p> <p>That can be credible when it’s used to draw in appropriate customers; in this case, those who are price sensitive.</p> </blockquote> <p>At the same time...</p> <blockquote> <p>They found that the most personalized ads were less effective because consumers worried they were being exploited.</p> <p>For example, says [Stanford Graduate School of Business professor Pedro Gardete], someone looking for a prom dress 'might get an ad from a retailer saying, "We have a wide selection of prom dresses! Click on this link!" The consumer clicks, and it turns out the retailer has dresses for all occasions but not specifically proms,' says Gardete.</p> <p>Those kinds of ads frustrate consumers and eventually become meaningless to them.</p> </blockquote> <p>Based on this, Gardete suggests that businesses might adopt a "less is more" approach in which less information is collected, information collection is more transparent, and targeting is used more sparingly. </p> <h3>Theory versus reality</h3> <p>While there's no doubt that a growing number of consumers are concerned about their privacy and how marketers are using information to track and target them, given the continued level of interest and investment in targeting tech and targeted ad offerings, does the researchers' model actually reflect reality?</p> <p>Obviously, a hypothetical retailer falsely promoting that it has a wide selection of prom dresses when it doesn't isn't likely to see good results, <strong>but this isn't how most experienced digital marketers are operating.</strong></p> <p>Instead, <a href="https://econsultancy.com/blog/64099-what-is-retargeting-and-why-do-you-need-it/">retargeting</a> (and <a href="https://econsultancy.com/blog/10194-the-roi-of-personalisation-infographic">personalisation</a>) are widely seen to drive ROI in the real world.</p> <p>As an example, AdRoll, a performance marketing platform provider, detailed <a href="https://www.adroll.com/sites/default/files/resources/pdf/case-study/AdRoll%20Case%20Study%20-%20Chubbies.pdf">in a case study</a> (PDF) how one apparel retailer used retargeting to deliver a 10.5x average ROI, 13% conversion lift and 33% lower CPA than average for other apparel retailers.</p> <p><a href="https://econsultancy.com/blog/64980-put-your-email-list-to-work-facebook-custom-audiences">Facebook Custom and Lookalike Audiences</a> have delivered similarly impressive results.</p> <p>Crowdfunding platform Tilt <a href="https://www.facebook.com/business/success/tilt">doubled</a> its conversion rate using Custom Audiences, and lowered its mobile cost per install by 30% using Lookalike Audiences.</p> <p>And Hospitality giant MGM <a href="https://www.facebook.com/business/success/mgm-resorts-international">realized</a> a greater than 5x return on spend using Custom Audiences.</p> <p>Needless to say, any specific marketer's mileage will vary, but on the whole, marketers are becoming more and more adept at targeting consumers online and doing so to good effect. </p> <p>That doesn't mean that marketers should rely on targeted ads exclusively, and the Stanford research is a reminder that targeted ads need to deliver what they promise to consumers.</p> <p>But targeted ads are here to stay because they work well enough of the time, even if <a href="https://econsultancy.com/blog/67830-young-users-aren-t-fans-of-targeted-social-ads-report/">many consumers say they don't like them</a>.</p> tag:econsultancy.com,2008:BlogPost/67864 2016-05-19T16:14:51+01:00 2016-05-19T16:14:51+01:00 VR, messaging or Assistant: Which is the best bet for Google? Ben Davis <h3>Messaging - Allo</h3> <p>With Allo, Google is abandoning the necessity of logging in with a Google account (a la Hangouts) and allowing users to message each other using an encrypted service (though, controversially, this won't be enabled as default). Allo will be tied to your phone number, much like WhatsApp.</p> <p>In appearance, what we've seen looks a lot like Facebook Messenger. Indeed, messaging UX itself doesn't vary a great deal across apps.</p> <p>So far, so good, but what's going to make Allo stand out?</p> <p>Well, it seems to be taking all that's good from a variety of social messaging apps, wrapping it together and adding a few new features.</p> <p>You can annotate photographs (like <a href="https://econsultancy.com/blog/67257-15-reasons-your-brand-should-be-on-snapchat/">Snapchat</a>) and add stickers (like Messenger, LINE, <a href="https://econsultancy.com/blog/67490-10-things-you-didn-t-know-about-wechat/">WeChat</a> etc.).</p> <p>Little extras include the ability to scale text up and down (Google calls this 'Whisper Shout' and it's an intriguing way of adding another dimension to messaging, certainly to add humour).</p> <p>Smart reply and a virtual assistant is how Google intends to give Allo the edge, making the most of Google's machine learning and <a href="https://econsultancy.com/blog/62241-google-s-knowledge-graph-one-step-closer-to-the-semantic-web/">Knowledge Graph</a>.</p> <p>The virtual assistant is demoed in the GIF below, and it looks like an interesting way to find information mutually with a contact, something that will save time and confusion.</p> <p>Smart reply is probably not a game changer, being much like templated messages in SMS, though with the obvious advantage that they are a lot more intelligent and learn from your app usage.</p> <p>Still expect suggestions including lots of exclamation marks - perhaps not perfectly tailored to the British market.</p> <h4><strong>The verdict?</strong></h4> <p>Allo looks incredibly slick and fun to use. It's difficult to say though how deep the inroads it makes into WhatsApp and Messenger usage will be.</p> <p>One thing's for sure, the usage of messaging apps is so high that if Google can gain traction here, it suddenly gets lots more data and lots more real estate to sell advertising (<a href="https://econsultancy.com/blog/67553-what-will-facebook-messenger-ads-mean-for-marketers/">like Facebook</a>) through its assistant's recommendations.</p> <p>Oh and one last point - I'm not convinced by the name Allo. I find it a bit anaemic, a bit too much like <a href="https://econsultancy.com/blog/65534-you-say-ello-and-i-say-goodbye-to-facebook/">the ill-fated Ello</a>. But what's in a name?</p> <p><img src="https://3.bp.blogspot.com/-ROYrLax6ggg/Vzx3fKq_mjI/AAAAAAAASUo/M5hptuwxzqYuhcyB1jcYcbwSA0nHiiN0wCLcB/s640/3-Gbot_animation_v4-GIF_abbrev%2B%25281%2529.gif" alt="google allo" width="315" height="639"></p> <h3>Virtual Reality - Daydream</h3> <p>I get very excited about <a href="https://econsultancy.com/blog/67834-why-virtual-reality-is-the-ultimate-storytelling-tool-for-marketers">VR</a> and consequently I'm excited about Daydream. It's a platform, allowing developers to create VR content for a range of devices.</p> <p>Google will work with hardware manufacturers to define and design new headsets and controllers.</p> <p>What excites me about Daydream is the consolidation of content, notably 360 degree video from YouTube, but also Google StreetView, Photos and Play.</p> <p>Though there have been many exciting demonstrations of VR from Oculus and its competitors, the consumer needs to be compelled by devices that offer more than simply early and expensive implementations.</p> <p>Google Daydream could really accelerate this process and hit some of the marks that <a href="https://econsultancy.com/blog/63292-what-we-learned-from-trying-google-glass">Glass</a> failed to hit so spectacularly.</p> <h4><strong>The verdict?</strong></h4> <p>A lack of hardware makes me even more excited about Daydream, avoiding the hype that accompanies a prototype headset and focusing on content.</p> <p><a href="https://vr.google.com/daydream/#signup"><img src="https://assets.econsultancy.com/images/0007/5093/Screen_Shot_2016-05-19_at_14.43.28.png" alt="daydream" width="615" height="246"></a></p> <h3>Google Assistant</h3> <p>Okay, we've touched on this already, it's going to be included in Allo, but more broadly Assistant will be part of Home (Google's new <a href="https://econsultancy.com/reports/a-marketer-s-guide-to-the-internet-of-things">Internet of Things</a> hub) and increasingly a part of interacting with your mobile (if you want).</p> <p>Google hasn't named its assistant, unlike Amazon (Alexa), Microsoft (Cortana), Apple (Siri) etc.</p> <p>I think that's a great move, as part of the scepticism around assistants and intelligent bots is whether indeed they will save time for the user.</p> <p>Apeing human interaction isn't always advantageous (see <a href="http://dangrover.com/blog/2016/04/20/bots-wont-replace-apps.html">this fantastic post</a> from Dan Grover), and Google seems to understand this need for incredibly useful interventions without a frustrating bot personality added in.</p> <p>Creating a home device that sits on your table and responds to commands is a way of showcasing Google Assistant.</p> <p>Even those without Home should start to realise that Assistant is something that can be utilised on their devices.</p> <p>If Assistant works with subtlety and nuance, much like the Allo example above, combined with the announcement of <a href="http://android-developers.blogspot.co.uk/2016/05/android-instant-apps-evolving-apps.html">Instant Apps</a>, it could greatly speed up mobile UX.</p> <h4><strong>The verdict?</strong></h4> <p>The most powerful part of Google's new announcements, given its ability to bring together products and pioneer new UX.</p> tag:econsultancy.com,2008:BlogPost/67860 2016-05-19T14:57:11+01:00 2016-05-19T14:57:11+01:00 10 examples of great Disney marketing campaigns Ben Davis <h3>1. 'Healthily Ever After'</h3> <p style="font-weight: normal;">Disney has so many great stories, but it's not averse to running campaigns with a message.</p> <p style="font-weight: normal;">'Healthily Ever After' uses Disney characters to inspire families and children to eat healthily and exercise more regularly.</p> <p style="font-weight: normal;">The company has form in this area, recently partnering with Public Health England on the NHS' <a href="http://www.disney.co.uk/changeforlife/homepage">Change4Life</a> programme and <a href="https://www.swimmingworldmagazine.com/news/usa-swimming-teams-up-with-disney-pixars-finding-dory-for-just-keep-swimming-marketing-campaign/">with USA Swimming</a> for Finding Dory.</p> <p style="font-weight: normal;">For a decade, Disney has been using nutritional guidelines when choosing which partners to work with. It's an effort that fits seamlessly into Disney's marketing strategy, one that necessitates engagement with parents as much as it does children.</p> <p style="font-weight: normal;">Hooking mums and dads into films and franchises, either through clever use of content or broader brand values, is the aim.</p> <p style="font-weight: normal;">Check out the video below.</p> <p><iframe src="https://www.youtube.com/embed/J-MMIFiifRQ?wmode=transparent" width="560" height="315"></iframe></p> <h3>2. Star Wars: The Force Awakens - content seeding</h3> <p style="font-weight: normal;">There are a number of blogs that have analysed <a href="https://ahrefs.com/blog/content-marketing-strategy/">the content marketing ahead of Disney's first Star Wars</a> release last year.</p> <p style="font-weight: normal;">Of course, the associated activity for a movie set to gross billions is massive, but here are just a few of the highlights.</p> <p style="font-weight: normal;">Content marketing from Disney is hard to define but these seemingly off-the-cuff examples are likely expertly stage-managed.</p> <h4 style="font-weight: normal;"><strong>A user-generated R2-D2</strong></h4> <p style="font-weight: normal;">The first photo to be released from the set of the new film was a masterpiece in understanding the franchise's audience (<a href="http://www.starwars.com/news/r2-d2-is-in-star-wars-episode-7-and-hes-fan-made">view it here</a>).</p> <p style="font-weight: normal;">Though it's not the most exciting photo to you or I, Star Wars nuts were ecstactic to see that R2-D2 had returned, and got even more glassy-eyed when they saw this droid was built by two fans. </p> <h4 style="font-weight: normal;"><strong>Perfect tweets</strong></h4> <p style="font-weight: normal;">Here's a tweet from the director, JJ Abrams. In case you aren't up on your spaceships, that handwritten note is sitting on the Millennium Falcon's snazzy, light-up chessboard.</p> <p style="font-weight: normal;">Again, this was catnip for fans.</p> <blockquote class="twitter-tweet" style="font-weight: normal;"> <p lang="und" dir="ltr"><a href="http://t.co/wQYfaVtwFU">pic.twitter.com/wQYfaVtwFU</a></p> — Bad Robot (@bad_robot) <a href="https://twitter.com/bad_robot/status/474206241603198976">June 4, 2014</a> </blockquote> <h4 style="font-weight: normal;"><strong>"Chewie, we're home"</strong></h4> <p style="font-weight: normal;">The second teaser trailer for The Force Awakens was when the marketing campaign went into overdrive.</p> <p style="font-weight: normal;">Though the first trailer hadn't included clips of the old franchise stars, they featured heavily here. Harrison Ford's closing line was so perfectly pitched, it became a meme.</p> <p style="font-weight: normal;">Ahrefs points out that $2bn was added to Disney's value by the success of this trailer alone. Type 'Chewie, we're home' into Google, and you'll see 661,000 results (at time of writing).</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/5060/chewie.jpg" alt="chewie" width="460" height="231"> </p> <h4 style="font-weight: normal;"><strong>A powerhouse of cross-promotion</strong></h4> <p style="font-weight: normal;">ESPN and ABC (Disney companies) went to town in referencing the new movie. And when it came to commercials, the amount of co-branding that went on was staggering (see <a href="http://www.adweek.com/news/advertising-branding/brands-awaken-disneys-co-branding-push-new-star-wars-film-unprecedented-168660">this AdWeek article</a>).</p> <h3>3. The Jungle Book reboot</h3> <p>We'll get on to some marketing nitty gritty soon, but I wanted to mention another movie in the context of Disney's ability to perfectly pitch its films.</p> <p>The Jungle Book reboot has a trailer that notably includes no songs, little Baloo, and yet does feature plenty of moody, scary moments.</p> <p>Adding to this, stills and videos were created emphasising the actors that voiced the characters.</p> <p>Targeting older audiences and parents in this way created a wide-ranging appeal that ensured three weeks at the top of the box office (before Captain America came along).</p> <p>A Super Bowl ad placement and a 3D preview in auditoria before the Star Wars movie helped, too.</p> <p><iframe src="https://www.youtube.com/embed/McZyOEekZy4?wmode=transparent" width="560" height="315"></iframe></p> <h3>4. Oh My Disney</h3> <p><a href="https://ohmy.disney.com/">Oh My Disney</a> is Disney's BuzzFeed imitator. It was set up back in 2013 and publishes plenty of content about TV shows, movies, theme parks, as well as the obligatory trivia, quizzes and behind-the-scenes stuff.</p> <p>It's all designed for maximum sharing, of course, with a positive outlook and a dose of nostalgia.</p> <p>Even a brand like Disney needs to keep creating opportunities to engage with fans and, although running a site like this doesn't come cheap, it's a drop in the ocean of Disney's marketing budget.</p> <p>Oh My Disney is doing fairly well on social with around 700,000 Facebook fans to date, but does face stiff competition from many other outlets (such as BuzzFeed itself), which understand the draw of Disney-themed content.</p> <p><img src="https://assets.econsultancy.com/images/0007/5064/Screen_Shot_2016-05-19_at_09.17.42.png" alt="oh my disney" width="615" height="321"></p> <h3>5. Annie Leibovitz ads</h3> <p><a href="http://www.boredpanda.com/celebrity-disney-dream-portraits-annie-leibovitz/">Disney Dream Portraits</a>, to give them their proper name, were produced by Annie Leibovitz from 2007 to 2014.</p> <p>These photographs of Hollywood stars in character as iconic Disney princesses, villains (etc) featured as print advertising, again appealing to parents and older fans.</p> <p>They speak for themselves and add A-lister gloss to the brand, perhaps making dad rethink his decision about Disney World this year.</p> <p>View the portraits.</p> <h3>6. MagicBands</h3> <p>Next, some more prosaic activity - <a href="https://econsultancy.com/blog/65307-five-retailers-using-nfc-and-rfid-to-enhance-shopping-but-do-they-work">RFiD</a> and <a href="https://econsultancy.com/blog/66287-the-five-biggest-benefits-of-crm-systems">CRM</a> to be exact.</p> <p>In 2013, Disney made a leap forward in its parks, introducing MyMagic+, which includes MagicBands.</p> <p>The system allows users to book slots for rides, restaurants and meeting characters, as well as open their hotel room door. This can be planned by website or app, and the MagicBand can store payment and ID information.</p> <p>Disney can collect more accurate data about visits, purchases and customer satisfaction, adding this data to digital and social profiles.</p> <p>In turn, the flexibility of MyMagic+ helps to improve the visitor experience.</p> <p><img src="https://assets.econsultancy.com/images/0007/5067/Screen_Shot_2016-05-19_at_09.28.35.png" alt="magicbands" width="615" height="356"></p> <h3>7. Instagram</h3> <p>Disney has 5.2m followers on Instagram.</p> <p><a href="https://www.instagram.com/disney/">The account</a> is notable for the variety of imagery on display, invoking family, nostalgia, fun and, of course, merchandise.</p> <p><a href="https://www.instagram.com/p/BFU-zazyf1R/?taken-by=disney&amp;hl=en"><img src="https://assets.econsultancy.com/images/0007/5071/Screen_Shot_2016-05-19_at_09.44.02.png" alt="disney instagram" width="615" height="330"></a></p> <p><a href="https://www.instagram.com/p/BFWPE4eSfxP/"><img src="https://assets.econsultancy.com/images/0007/5070/Screen_Shot_2016-05-19_at_09.43.35.png" alt="disney instagram" width="615" height="393"></a> </p> <h3>8. Frozen</h3> <p>Frozen is the biggest animated movie of all time. What's interesting is the way the film's revenue grew throughout 2014, despite a 2013 release.</p> <p>Some say Disney was caught on the hop by the film's success, hence being late to the party with much of the merchandise and many of the tie-ups.</p> <p>Indeed, many retailers put restrictions on merchandise, allowing customers to buy only one or two of certain toys, and therefore keeping demand sky high.</p> <p>I'm including the film because of Disney's genius is producing new products to fit a franchise. For Frozen this included a re-release of the movie, with subtitles for a singalong experience.</p> <p>There's also a karaoke app, a Broadway show no less, plenty of YouTube and ABC content, and the familiar toys, clothing etc. Frozen drove a 7% increase in merchandise revenue in 2014 (a year after the film released).</p> <p>The franchise is now one of Disney's top five most valuable and its tale of sisterhood and princesses without princes has shown how Disney can update the playbook and reap big returns.</p> <p><img src="https://assets.econsultancy.com/images/0007/5078/frozen.jpg" alt="frozen" width="259" height="383"></p> <h3>9. Marvel tie-ups</h3> <p>I've mixed things up here and included an example of brands using Disney as a distribution tool. Marvel, owned by Disney since 2009, allows partners to make use of its comic book characters.</p> <p>The example below shows a Kiehl's and Captain America custom edition that was distributed to Wall Street Journal subscribers. There's an ad inside and as you can see, the characters on the cover seem to be bursting out of a Kiehl's store.</p> <p>Somehow, the Marvel brand, being all-American, is perfectly suited to advertising tie-ups like this.</p> <p><a href="http://reader.marvel.com/#/issue/33801/wl/1"><img src="https://assets.econsultancy.com/images/0007/5077/Screen_Shot_2016-05-19_at_10.26.06.png" alt="kiehl's and marvel" width="400" height="613"></a></p> <h3>10. Disney Parks blog</h3> <p>Another publishing effort from Disney, and another that caters for superfans. Each post has a handful of comments, showing just how engaged regular park visitors are.</p> <p>Again, this kind of activity is about making sure that Disney's most valuable customers feel central to the action and keep coming back.</p> <p>The website serves a variety of needs, promoting current releases, careers at Disney Parks, new attractions and important minutiae, such as food at the parks.</p> <p><a href="https://disneyparks.disney.go.com/blog/"><img src="https://assets.econsultancy.com/images/0007/5075/Screen_Shot_2016-05-19_at_10.15.08.png" alt="disney parks blog" width="615" height="322"></a></p> <p><em>For more marketing campaign roundups, try the following:</em></p> <ul> <li><em><a href="https://econsultancy.com/blog/67694-10-examples-of-great-ikea-marketing-creative/">10 examples of great IKEA marketing creative</a> </em></li> <li><em><a href="https://econsultancy.com/blog/67766-10-examples-of-great-travel-marketing-campaigns/">10 examples of great travel marketing campaigns</a></em></li> <li><em><a href="https://econsultancy.com/blog/67786-10-great-sports-digital-marketing-campaigns/">10 great sports digital marketing campaigns</a> </em></li> <li><em><a href="https://econsultancy.com/blog/67729-10-creative-digital-marketing-campaigns-from-lowe-s/">10 creative digital marketing campaigns from Lowe's</a> </em></li> </ul> tag:econsultancy.com,2008:BlogPost/67862 2016-05-19T14:06:00+01:00 2016-05-19T14:06:00+01:00 How Jamie Oliver harnessed the power of YouTube Nikki Gilliland <p>How has he managed it?</p> <p>From his early failures to FoodTube’s current winning strategy, here is a close-up look at how Jamie has turned around his YouTube fortunes.</p> <h3>Rebranding</h3> <p>Way back in 2012, YouTube was popular, but it was better known for videos of flash mobs and crazy cats – certainly not famous chefs. </p> <p>Jamie’s original YouTube channel was underused and certainly not consistent in terms of style or strategy. In fact, it was mostly used as way of integrating video content into his main website, resulting in an ad-hoc uploading schedule and miss-matched tone.</p> <p>Recognising these mistakes, Jamie decided to completely overhaul the channel, relaunching as FoodTube with a live half hour show in January 2013. </p> <p>Despite earning 100,000 subscribers in just a single night, the channel’s early days weren’t entirely smooth sailing.</p> <p>Richard Herd, now Head of FoodTube, explained that keeping the content similar to how it would appear on television was a steep learning curve. </p> <blockquote> <p>We soon learned through analytics that we were losing 40% of our audience before Jamie even started cooking.</p> <p>It needed to be more immediate. We moved everything up, and we got straight to the cooking. It was interesting for us to re-learn the grammar of what we do.</p> </blockquote> <p>Soon after, the video titles were scrapped and FoodTube began to further clean up its design by introducing descriptive thumbnails and carefully curated categories.</p> <p><img src="https://assets.econsultancy.com/images/0007/5051/FoodTube.PNG" alt="" width="750" height="524"></p> <h3>Discovering data</h3> <p>Born out of Jamie’s desire to create a personal connection with his audience, making FoodTube more of a community has been a deliberate move from the start.</p> <p>Unlike television where it’s difficult to discover specific details about the viewer demographic, YouTube’s ability to tap into data allows for much greater insight. </p> <p>By delving into this data, FoodTube was able discover who exactly the audience was as well as what points they were switching on and off.</p> <p>As a result, a much more streamlined strategy was put in place.</p> <p>The most popular upload on the channel to date - ‘How to Make Perfect Scrambled Eggs 3 Ways’ – typifies Jamie’s simple yet shareable formula.</p> <p>By encouraging users to comment with their own favourite tips and tricks, it demonstrates how one-sided content can evolve into a real conversation.</p> <p><iframe src="https://www.youtube.com/embed/s9r-CxnCXkg?wmode=transparent" width="854" height="480"></iframe></p> <h3>Collaborating with others</h3> <p>One of the easiest ways for brands to expand their reach on YouTube is to collaborate, and while Jamie might already rank highly in terms of celebrity status, he’s not been afraid to collaborate with others.</p> <p>From Gennaro Contaldo to Alfie Deyes, his ‘Jamie and Co’ series has seen him team up with a wide range of faces from the world of YouTube and beyond.</p> <p>Similarly, ‘Jamie Presents’ allows him to showcase the talents of a number of budding chefs, explaining why the viewer should watch them.</p> <p>This type of content is what gives FoodTube more substance than your average celebrity-hosted channel. </p> <p>Of course Jamie Oliver the ‘brand’ is a huge selling point, yet without a constant stream of authentic, engaging and collaborative content, it would not have garnered half of its current success.</p> <p><img src="https://assets.econsultancy.com/images/0007/5052/Jamie_Oliver.jpg" alt="" width="750" height="498"></p> <h3>Expanding the network</h3> <p>Despite uncertainty over the channel's ROI, Jamie has continued to grow his YouTube presence with the launch of two new channels – <a href="https://www.youtube.com/DrinksTube">Drinks Tube</a> and <a href="https://www.youtube.com/c/familyfoodtube">Family Food Tube</a> respectively.</p> <p>Drinks Tube – a celebration and exploration of all things beverage-related – endeavours to fill a gap in the market.</p> <p>By drawing on the knowledge of bartenders, brewers and experts, it aims to be a hub for anyone interested in creating great tasting drinks at home, both soft and alcoholic. </p> <p>Having signed a three-year sponsorship deal with Bacardi, it relies on more heavily-produced and brand-centric content.</p> <p>On the other hand, Family Food Tube aims to create a community for parents, providing tips, advice and support on the often tricky-to-navigate experience of family meal times. </p> <p>With a much more informal tone, Family Food Tube draws on more personal input from Jamie, including at-home vlogs and casual style videos.</p> <p><iframe src="https://www.youtube.com/embed/KWU9ZaWbeuQ?wmode=transparent" width="854" height="480"></iframe></p> <p>In terms of Jamie Oliver's future on YouTube, as long as his famous passion and enthusiasm for food is poured into all areas, there's no reason why it won't continue to flourish.</p> <p><em>For more on this topic, book yourself onto <a href="https://econsultancy.com/training/courses/video-marketing-strategies/">Econsultancy’s Video Marketing Training Course</a> or check out these posts:</em></p> <ul> <li><a href="https://econsultancy.com/blog/65765-how-asda-succeeded-on-youtube-with-mum-s-eye-view/"><em>How Asda succeeded on YouTube with Mum’s Eye View</em></a></li> <li><a href="https://econsultancy.com/blog/66678-how-the-top-five-uk-ecommerce-brands-use-youtube/"><em>How the top five UK ecommerce brands use YouTube</em></a></li> <li><a href="https://econsultancy.com/blog/64370-a-look-inside-gopro-s-dazzling-youtube-strategy/"><em>A look inside GoPro’s dazzling YouTube strategy</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/67856 2016-05-18T14:16:18+01:00 2016-05-18T14:16:18+01:00 Four delicious examples of food & drink brands on Instagram Nikki Gilliland <p>For brands, Instagram is the ideal platform to exploit this growing 'foodie' obsession.</p> <p>But with competition rife, and millions of daily posts using hashtags like #foodporn, how does anybody stand out?</p> <p>One of the biggest categories in this year’s <a href="http://www.festivalofmarketing.com/awards">Masters of Marketing Awards</a> is social media, so we thought we'd highlight a few food and drink brands with Instagram feeds guaranteed to make you drool (and more inclined to spend).</p> <h3><strong>Starbucks</strong></h3> <p>Love it or hate it – Starbucks is undeniably successful when it comes to social media.</p> <p>With 8.8m followers, its Instagram feed demonstrates how a single product can also promote an entire lifestyle.</p> <p>Instead of simply posting photos of people drinking coffee, Starbucks hones in on the experiences surrounding it. </p> <p>From weekend breakfasts in bed to over-caffeinated days at work, the images highlight the everyday rituals we can all relate to (as well as the motivation we often need to get us through a particularly slow day).</p> <p>Starbucks markets coffee culture at a truly universal level. And while the photos themselves might not be original or all that interesting to everyone, it’s impossible to deny that they are well executed. </p> <p>Delivering consistently relevant, relatable, and on-brand images to an ever-thirsty audience – it never fails to deliver a buzz.</p> <p>Furthermore, by regularly posting fan photos on its feed, Starbucks puts the consumer at the forefront of its content.</p> <p><img src="https://assets.econsultancy.com/images/0007/5003/Starbucks.PNG" alt="" width="750" height="499"></p> <h3><strong>Oreo</strong></h3> <p>Known for its <a href="https://econsultancy.com/blog/63140-eight-great-examples-of-agile-marketing-from-oreo/">creative marketing efforts</a>, Oreo continues be one of the most inventive food brands on social media.</p> <p>Back in 2013, it was the very first company to promote Instagram in a Super Bowl ad – a shrewd move that saw 2,200 followers increase to 35,000 in just a few days.</p> <p>With its ‘crème or cookie’ debate, Oreo encouraged fans to tag a photo using the hashtags #cookiethis or #cremethis, eventually picking the best and creating real-life versions of the pics.</p> <p>By capturing excitement and conversation around a national event, Oreo is an example of a brand using Instagram to create fun and engaging <a href="https://econsultancy.com/blog/67762-real-time-marketing-the-key-to-real-success/">real-time marketing</a>.</p> <p>Combined with clever and humorous video ads and inventive recipes, this makes for an Instagram feed that is often more enjoyable than consuming the cookie itself. (Or maybe I’m just more of a Digestive fan.)</p> <p><img src="https://assets.econsultancy.com/images/0007/5004/Oreo.PNG" alt="" width="750" height="497"></p> <h3><strong>Jamie Oliver</strong></h3> <p>TV shows, books, utensils and restaurants are just a few of the components that make Jamie Oliver a multichannel, one-man brand.</p> <p>In recent years he has turned to social media to promote a multitude of projects, and none more so than his #foodrevolution movement. </p> <p>An effort to inspire ‘change in the way we access, consume, and understand food’, the ‘Food Revolution’ has come to stand for more than just a single campaign about obesity. </p> <p>Now used to promote everything from one-off events to everyday healthy recipes on Instagram, the hashtag has spiralled into something far bigger than its original purpose.</p> <p>Also a <a href="http://www.jamieoliver.com/news-and-features/news/jamies-food-revolution-the-news-so-far/#JBfOgXM50BKWA3zy.97">yearly event</a>, Food Revolution Day marks Jamie’s continued efforts for change alongside awareness of basic health and nutrition. </p> <p>With a separate Instagram account for Jamie’s Food Tube, offering a behind-the-scenes look at his YouTube channel, Jamie (or more likely a few of his <a href="http://www.theguardian.com/lifeandstyle/2014/jun/22/jamie-oliver-food-revolution-online-video">8,000 employees</a>) is an example of a brand using the platform to serve up inspiring and surprisingly educational content.</p> <p><img src="https://assets.econsultancy.com/images/0007/5005/Jamie_Oliver.PNG" alt="" width="750" height="496"></p> <h3>Red Bull</h3> <p>For anyone who is unaware of Red Bull, it would be easy to assume the brand is directly related to extreme sports.</p> <p>As shown in its adrenaline-packed <a href="https://econsultancy.com/blog/62178-how-red-bull-uses-facebook-twitter-pinterest-and-google/">social media posts</a>, Red Bull is the sponsor for multiple sports teams, stunt bikers, snowboarders, BASE jumpers and more.</p> <p>As a result, the company’s core marketing strategy is rooted in selling the brand to a very clearly defined and targeted audience.</p> <p>This might mean that anyone uninterested in extreme sports will have a quick scroll and leave, however, it also guarantees fans will return time and again.</p> <p>Combined with an ability to tell a story through compelling content, Red Bull is an example of a company using Instagram to set itself apart from others.</p> <p>Since famously using the platform to document <a href="https://econsultancy.com/blog/10897-five-content-marketing-lessons-from-the-red-bull-stratos-jump/">Felix Baumgartner’s record-breaking jump from space in 2012</a>, Red Bull has been the brand to beat.</p> <p>And for its 4.7m followers, it’s clear why it is so much more than just an energy drink.</p> <p><img src="https://assets.econsultancy.com/images/0007/5006/Red_Bull.PNG" alt="" width="750" height="496"></p> <p><em><strong>Don’t forget to get your entries in for the <a href="http://www.festivalofmarketing.com/awards/enter-now?_ga=1.123821196.789611254.1462268459">Masters of Marketing</a> awards before 3rd June!</strong></em></p> tag:econsultancy.com,2008:BlogPost/67848 2016-05-18T11:21:49+01:00 2016-05-18T11:21:49+01:00 To rebrand, or not to rebrand? That is the question Andrew Chrysostom <p>It can be a challenging decision to make as to whether a rebrand is right for your company. Timing, cost and brand recognition are all factors that come into play.</p> <p>For established brands, whose logos were conceived in a non-digital age the challenge becomes even bigger.</p> <p> <img src="https://assets.econsultancy.com/images/0007/5018/budweiser.jpg" alt="" width="640" height="427"></p> <p>As the term ‘brand’ becomes more prominent in English football, our favourite clubs are also forced to deal with the change to a digital age. </p> <p>In 2002 Arsenal was one of the first high profile clubs to make the decision to drastically change its crest (essentially its logo... if you’re a football fan you’ll know that it hurt to type that) to be not only easily identified in matters of copyright, but also to be digital friendly. </p> <p><img src="https://assets.econsultancy.com/images/0007/4918/arsenal_crests.png" alt="" width="635" height="340"></p> <p>The previous crest’s Latin motto would have been unreadable when scaled down to a smartphone, and the background detail would be superfluous. </p> <p>Another loss is the Borough of Islington coat of arms, which again would cause issues when scaled down. The typeface and colours also changed to be web-friendly. </p> <p>Ultimately the move was necessary for a business whose popularity was increasing and needed to keep up with the digital age.</p> <p>This trend known as ‘undesigning’ has become increasingly prominent, with Google’s latest redesign drawing the most attention.</p> <p><img src="https://assets.econsultancy.com/images/0007/4919/google_logo.jpg" alt="" width="807" height="222"></p> <p>Also there’s the sarcastic beast of social media to tackle. When Airbnb revealed its new redesigned logo, the internet dusted off its lapels and took the podium.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The Thought Process Behind the new <a href="https://twitter.com/hashtag/airbnb?src=hash">#airbnb</a> logo <a href="http://t.co/pUEps6e5Ik">pic.twitter.com/pUEps6e5Ik</a></p> — Shaun Pendergast (@ShaunPendy) <a href="https://twitter.com/ShaunPendy/status/489476669993156612">July 16, 2014</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">How many people in AirBNB meetings didn't tell their bosses the new logo looks like testicles? All of them, right? <a href="http://t.co/2e9b1PpyeN">pic.twitter.com/2e9b1PpyeN</a></p> — Kate Stayman-London (@_ksl) <a href="https://twitter.com/_ksl/status/489509352819015680">July 16, 2014</a> </blockquote> <p>However it seemed the person running their social accounts got the green light to take it in good humour.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/joeshoop">@joeshoop</a> We prefer well-rounded. <a href="https://twitter.com/hashtag/BelongAnywhere?src=hash">#BelongAnywhere</a></p> — Airbnb (@Airbnb) <a href="https://twitter.com/Airbnb/status/489468909628563456">July 16, 2014</a> </blockquote> <p>Not to mention Instagram’s latest overhaul of its logo - perhaps a move taken to distract from its <a href="http://bit.ly/1rTgDzF">algorithm changes</a>.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Really impressed with all the time and effort that went into redesigning the Instagram logo. <a href="https://t.co/E0uTdT66uh">pic.twitter.com/E0uTdT66uh</a></p> — Madison M. K. (@4evrmalone) <a href="https://twitter.com/4evrmalone/status/730398325539803137">May 11, 2016</a> </blockquote> <p>Although the changes may seem innocuous, they’re mostly rooted in the ethos of constantly evolving to improve user experience. If there’s one thing that’s certain, it’s that even small changes can be scary.</p> <p>But what if you’re changing more than a logo or a name? I recently spoke to a company that’s changing its entire ethos.</p> <p><a href="https://www.falcon.io/">Falcon Social</a> was a social media tool, allowing for easy management over several accounts.</p> <p>But the company has now transformed to Falcon.io – a fully integrated <a href="https://econsultancy.com/training/courses/creating-superior-customer-experiences/">customer experience</a> platform, with the mantra 'Meet your customers'. </p> <p><img src="https://assets.econsultancy.com/images/0007/4921/falcon.io.png" alt="" width="1440" height="672"></p> <p>Rebranding is never simple, especially for an established business in a crowded marketplace.</p> <p>We asked Falcon.io founder Ulrik Bo Larsen a few questions about the challenges that he faced when making the transition.</p> <h3>Q. What were the key factors in deciding to rebrand?</h3> <p>As a company, our success has always stemmed from our ability to adapt quickly in a constantly changing industry.</p> <p>We started out as a social media management tool in 2010, because back then, the industry needed a unified platform that could handle community management, content management, listening and analytics from one place.</p> <p>But social is not just one channel anymore, it has fast become something that touches the entire marketing department.</p> <p>Marketers don’t just need social media management, they need to be able to see the entire customer journey, from identifying customers interests, to engaging with relevant content, to 1:1 contact through to the ultimate goal, which is brand advocacy.</p> <p>Social data fuels this visibility, but it’s ultimately about delivering an outstanding customer experience across all the possible digital touch points.</p> <p>We noticed that the industry is crying out for a tool that delivers this visibility seamlessly, and so we evolved.</p> <p>The Falcon platform still has all the social media management elements as before, but we’ve added more unique capabilities to take us beyond social, into customer experience management.</p> <p>Naturally, you can’t market yourself as a CX platform with the word social tattooed to your forehead, so we’ve rebranded to Falcon.io.</p> <h3>Q. Which were the biggest challenges you faced during the process?</h3> <p>The biggest challenge with this launch was the timeline.</p> <p>Three months ago, I told the company that our task for the quarter was to launch a new brand that would change the way the industry sees marketing.</p> <p>I told them that we were going to roll out a new platform, brand identity, and market positioning - in just three months. At the time the task seemed daunting for me and the Falcon team.</p> <p>But not only did we succeed, we helped some of the world's most influential brands - Carlsberg, Tiger and Change Lingerie - come on board with our vision for the future of marketing.</p> <p>The new platform has been a huge hit with clients, analysts and press, and this is only the beginning.</p> <h3>Q. Are you worried about the SEO impact for the company?</h3> <p>No. It’s true that rebranding always brings the risk of losing an already established SEO position; transitioning from one domain to another is no small task.</p> <p>However, we see the potential for SEO success with our new positioning far outweighing any short-term effects.</p> <p>We’ve spent the last year carefully developing a nuanced SEO strategy to limit any potential hits to our ranking. </p> <p>The great thing about our particular rebrand story is that we now have a bigger field to play in regarding SEO.</p> <p>Moving beyond the social media management niche into the broader field of customer experience opens up much wider opportunities for our SEO strategy, and this means that Falcon.io’s SEO strength will surpass anything we’ve been able to achieve before. </p> <h3>Q. What advice would you give to any other companies who are growing quickly and are thinking about rebranding?</h3> <p>Aggressive growth and adapting quickly is all about hiring the right talent.</p> <p>The first thing we did following our Series B funding last year was scale the team - we hired 160 people in 2015.</p> <p>Hiring a strong management team is particularly important for scaling. This team were the driving force behind our rebranding success.</p> <h4>In conclusion...</h4> <p>Ultimately the process of changing aspects of your brand can be laborious and risky, but at some point it may be necessary to make the change.</p> <p>Whether it be brand ethos, a shift from traditional marketing to digital or any other factor - there will always be a compelling reason to adapt to a changing landscape.</p>