tag:econsultancy.com,2008:/topics/social Latest Social content from Econsultancy 2018-04-17T10:30:00+01:00 tag:econsultancy.com,2008:BlogPost/69957 2018-04-17T10:30:00+01:00 2018-04-17T10:30:00+01:00 Why did JD Wetherspoon delete its social media accounts, and was it the right marketing decision? Sean Cole <p><img src="https://assets.econsultancy.com/images/0009/3646/Screen_Shot_2018-04-16_at_08.17.14.png" alt="wetherspoons social media statement" width="450"></p> <p>JD Wetherspoons has suggested that such activity doesn’t take place on their social accounts, which has left some wondering if there is more to this than meets the eye. As many companies, especially those that are as well-known and widely available as JD Wetherspoon, rely heavily on social media for important business functions like customer service, updating followers with news and information, and customer feedback/reviews, it could be argued that this is a drastic measure to tackle something that doesn’t seem to directly affect the company.</p> <p>On the other hand, could it genuinely save the company money, or make sense to take a step back from social media platforms, amidst controversy surrounding customer data? JD Wetherspoon famously <a href="https://www.marketingweek.com/2017/07/05/wetherspoon-data-email-marketing-gdpr/">deleted its email database in 2017</a>, amidst nervousness about the forthcoming enforcement of the <a href="https://econsultancy.com/hello/gdpr-for-marketers/">GDPR</a>.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Spoons and Tim Martin seem to be making a lot of self-righteous noise to justify closing their social media accounts, but honestly reckon this is another cost-cutting move from a businessman who’s always been a believer in marginal gains.</p> — Clement Murphy (@ClemMurphy) <a href="https://twitter.com/ClemMurphy/status/985783876059615233?ref_src=twsrc%5Etfw">April 16, 2018</a> </blockquote> <p>To make some more sense of all of this, we reached out to some social media experts for their take on the announcement.</p> <h3>This is all about budget and brand</h3> <p><strong><a href="https://www.linkedin.com/in/michellegoodall/">Michelle Goodall</a>, social media consultant (and trainer of Econsultancy's <a href="https://econsultancy.com/training/courses/fast-track-digital-marketing/">Fast Track Digital Marketing</a> and <a href="https://econsultancy.com/training/courses/social-media-and-online-pr">social media courses</a>):</strong></p> <p>"I think that this is a budgetary decision and the ‘bad publicity surrounding social media” is a convenient smokescreen. The value of social media as a channel for PR acquisition and retention purposes will have been reviewed with a critical, cost-conscious eye. </p> <p>"Maintaining Facebook Pages, Twitter accounts and handling customer service issues requires significant resource. <a href="https://wetherspoonscarpets.tumblr.com/">A Tumblr dedicated to Wetherspoon’s carpets</a> is a lot of fun, but it hasn’t made me take my family for a Sunday Roast to admire the Axminster.</p> <p>"’Spoons is a 40 year old brand. Everyone in the UK knows exactly who they are and what they offer - value, convenience, consistency, unpretentiousness. You either love them, or will never be a customer. </p> <p>"Social media won’t drive price-sensitive students in droves to their pubs - they are already in there, along with families enjoying a cheap meal out, businesspeople eating full English Breakfasts and the traditional British pub clientele."</p> <p><strong><a href="https://willfrancis.com/">Will Francis</a>, Founder &amp; Creative Director, VANDAL:</strong></p> <p>"A really interesting move from a well-known brand. Some are claiming it’s a publicity stunt, and others that it’s to get away from post-Brexit criticism (the chairman Tim Martin was a prominent Vote Leave supporter) not to mention the vast multitude of bad reviews of their pubs. I think it’s probably all those things, but ultimately in saying "I don’t believe that closing these accounts will affect our business whatsoever” (quoted from a now-unavailable tweet) Martin is mostly right. A 900-outlet food and beverages brand will always struggle to make meaningful use of social, without heavy investment and best practice down to local level."</p> <h3>Social media is hard...</h3> <p><strong><a href="https://www.linkedin.com/in/joannahalton">Joanna Halton</a>, Founder at Jo &amp; Co. and digital marketing lecturer at Manchester Metropolitan University:</strong></p> <p>"The statement they gave seemed woolly and slightly bizarre, mentioning the general social media climate, MP trolling and concerns around the addictive nature of the platforms themselves. Slightly odd from a company that serves alcohol from 9am.</p> <p>"What else could be the motivation? It appears that Wetherspoons had accounts for nearly all their 900 pubs, as well as their central accounts. Many of the individual pages had fewer than 1,000 likes and were unlikely to be seen in users’ feeds. To maintain content, keep relevancy and police that many accounts would be an immense drain on resource. Without a proper strategy in place, it's improbable that the potential benefits of the channels are outweighing the negatives."</p> <p><strong>Will Francis:</strong></p> <p>[Social success] for me would mean messaging from the brand on the level of someone like Nando’s where you’re seeing great, engaging and fun content marketing that genuinely builds and retains an audience; complemented by branch-level accounts that engage directly with that outlet’s local community but remain true to the brand (wittily-written, beautiful imagery) as Waterstones do. If they can’t do that they’re just drowning in trolls, poorly maintained pages and bad reviews. After all, today’s digital landscape  - saturated, splintered, algorithmic - is not kind to anything other than brilliantly executed marketing.</p> <h3>...but social conversation will continue regardless</h3> <p><strong><a href="https://www.linkedin.com/in/depeshmandalia">Depesh Mandalia</a>, Founder &amp; CEO, SM Commerce:</strong></p> <p>"As a bricks and mortar establishment, will JD Wetherspoon suffer from being away from social media? Maybe not as much as many businesses that have a high percentage of sales driven by social media platforms but there may be a knock-on impact at a local level.</p> <p>"In addition, what will happen is that those that wish to continue the conversation, good or bad about JD Wetherspoon will spin off into their own profiles or groups. Are they likely to download the app or email them through the website? Looking through Facebook for example, each of their locations has a page set up, with ratings and reviews, opening times, menus and special offers with a good number of followers for each location. Social media is a far easier medium for people to converse with the brands they love [than a website or app]."</p> <h3>'Spoons would rather deal with customer service in situ...</h3> <p><strong>Michelle Goodall:</strong></p> <p>"When it comes to customer service, I imagine that they would prefer to deal with any complaints or issues in situ rather than in social media, where a central team would have to speak to venue managers to understand and resolve or rebutt many of the issues. </p> <p>"Various polarising political issues and the “bad publicity surrounding social media” will have been factored in. Chairman and founder, Tim Martin maintains a very public position on Brexit and I’m sure the corporate communications team has had to handle a number of negative/trolling comments, but I doubt that this was the single deciding factor.</p> <p>"I’d be surprised if they don’t keep a single corporate PR presence on Twitter in place at the very least, publishing corporate news but not responding to tweets/enquiries."</p> <h3>...but no other tool is as good at a local level</h3> <p><strong>Depesh Mandalia:</strong></p> <p>"Whilst much of the local information is already covered in places like Tripadvisor and Google, what's going to change is that they won't be able to own the narrative as they could on Twitter and Facebook, which have allow them to connect better at a local level. How else will Sirhowy JD Wetherspoon Blackwood get the message out about Chicken Club as easily as they could with Facebook or Twitter?</p> <p>"Combine that with their deleting every single customer email, it's a marketers nightmare - to cut off key digital communication with loyal customers and rely solely on the mobile app, inbound emails, local flyers and word of mouth. I'm not sure deleting all emails and social profiles is the most beneficial growth decision they could have made, even if their intent is noble. Nobility and business growth don't always go hand in hand."</p> <p><strong>Joanna Halton:</strong></p> <p>"A bit of online research suggests that Wetherspoons have been <a href="https://www.theguardian.com/business/2018/apr/16/jd-wetherspoon-closes-all-social-media-accounts">receiving a number of negative reviews</a> and comments across their social properties. This will not come as a surprise to anyone who has ever worked in the service industry on social media. However, by deleting their accounts, Wetherspoons have lost their only mechanism to publicly address and resolve these claims. Without an outlet, these types of comments tend to have a nasty habit of leaking onto other properties like Yelp or Google reviews."</p> <h3>Social has actually generated some good PR for 'Spoons lately</h3> <p><strong>Joanna Halton:</strong></p> <p>"One of the biggest shames about this move is that other businesses, which could really thrive on these platforms, might now see this as evidence that they shouldn’t use it.</p> <p>"Aside from this, it is amusing that they’ve chosen to delete their social accounts when Wetherspoons have been getting quite a bit of attention (and likely money!) from social lately, particularly Twitter, due to their app. Famous cases have led others to share their table number and location in an attempt to garner beverage and food gifts from other benevolent social media and Wetherspoon app users. <a href="https://www.thepoke.co.uk/2018/02/12/free-drinks-wetherspoons-woman/">Who could forget those infamous four gravy boats of peas?!</a></p> <p>"Whatever the rationale, it’ll be interesting to see how this one plays out. Who else is thinking there could be a very public social media re-launch in a month or two…?"</p> <h3>This is a pivotal time for social media platforms</h3> <p><strong><a href="https://www.linkedin.com/in/gregallum">Greg Allum</a>, Head of Social, Jellyfish:</strong></p> <p>"These are interesting times for social as companies wrestle with the potential societal impact of social media channels. It is reminiscent of the gaming industry in the 90s, which came under fire for negatively influencing individuals. As with the gaming industry, social media platforms are undergoing a deep analysis of their purpose, principles and value. This is a positive move in the mid-long term, as it will allow these platforms that have grown rapidly to re-assess their approach to audience data, which is much needed.</p> <p>"The power of social media continues to drive value for a majority of brands, and will continue to do so in its current guise. At best, social media, in particular Facebook, can target audiences at scale and reach them with content that resonates, whilst allowing us to measure the impact of this effectively. At worst, brands can target audiences at scale with poorly crafted content that interrupts and weakens a user's experience, whilst potentially damaging their reputation."</p> <p><a href="https://econsultancy.com/reports/social-media-best-practice-guide/"><img src="https://assets.econsultancy.com/images/0009/3234/Social_Media_Best_Practice_Widget__1_.png" alt="social media report banner" width="615" height="243"></a></p> tag:econsultancy.com,2008:BlogPost/69947 2018-04-16T13:39:46+01:00 2018-04-16T13:39:46+01:00 Five things we learned from Mark Zuckerberg's Capitol Hill testimony Patricio Robles <p>Here's what we learned from Zuckerberg's <a href="https://www.washingtonpost.com/news/the-switch/wp/2018/04/10/transcript-of-mark-zuckerbergs-senate-hearing/">two days of testimony</a>.</p> <h3>Many lawmakers know very little about technology</h3> <p>It was readily apparent that many of the lawmakers questioning Zuckerberg had, at best, a rudimentary understanding of the digital technologies associated with Facebook. Specifically, lawmakers seemed to struggle to get their heads around digital advertising ecosystem and how data is collected and used to target advertisements to consumers through digital channels.</p> <p>This worked to Zuckerberg's advantage, particularly on the first day of his testimony. Instead of hitting the Facebook CEO with meaningful if not insightful questions, Zuckerberg was able to spend much of his time educating lawmakers on concepts familiar to professionals as well as tech savvy consumers.</p> <h3>There's a lot Mark Zuckerberg claims he doesn't know</h3> <p>While it's clear that many lawmakers could use a digital crash course, it also became clear that there's a lot Facebook's CEO apparently doesn't know about his own company's operations. Zuckerberg told lawmakers “I'll have my team get back to you”, or some variation of that, <a href="https://www.wired.com/story/mark-zuckerberg-will-follow-up/">dozens of times</a>.</p> <p>The Facebook chief's apparent lack of knowledge raised lots of eyebrows and some observers suggested his lack of knowledge was feigned ignorance in some instances.</p> <p>Take, for example, U.S. Senator Roger Wicker's <a href="https://www.news18.com/news/tech/does-facebook-track-your-activities-even-after-you-log-out-zuckerberg-doesnt-know-1714507.html">question</a>, “There have been reports that Facebook can track user's browsing activity even after the user has logged off the Facebook platform. Can you confirm whether or not this is true?”</p> <p>The Facebook chief told Wicker that in the interest of accuracy, “it'll probably be better to have my team follow up with you on this.” Of course, the answer to Wicker's question was <em>yes</em>. In fact, last year, Facebook managed to successfully defend itself against a lawsuit <a href="https://www.theguardian.com/technology/2017/jul/03/facebook-track-browsing-history-california-lawsuit">related to its tracking of users after they had logged out</a>.</p> <h3>Facebook is relying heavily on AI</h3> <p>Investment in AI is booming in lots of industries, including <a href="https://econsultancy.com/blog/67745-15-examples-of-artificial-intelligence-in-marketing">marketing</a>, <a href="https://www.econsultancy.com/blog/69797-how-ai-is-transforming-healthcare">healthcare</a> and <a href="https://www.econsultancy.com/blog/69732-td-bank-s-acquisition-of-an-ai-firm-highlights-the-growing-importance-of-ai-in-banking">banking</a>. When it comes to many of the challenges Facebook is facing, such as hate speech and extremist content, both of which have been implicated in brand safety scandals, Zuckerberg's responses revealed that Facebook is betting AI will play a major role in solving them.</p> <p>In one exchange, Zuckerberg stated “building AI tools is going to be the scalable way to identify and root out most of this harmful content.” But he also later acknowledged that AI introduces a plethora of thorny ethical issues.</p> <p>He also admitted that AI isn't perfect, revealing that while Facebook's current AI tech has been successful in identifying terrorist content, hate speech is much more difficult to identify in part because what constitutes hate speech is often subject to debate. While Zuckerberg is obviously optimistic about his company's ability to improve his company's AI tech, the question is what it will do if AI doesn't prove to be as effective as Zuckerberg expects it to be.</p> <h3>It doesn't appear that regulation is imminent</h3> <p>Will Facebook face a regulatory crackdown? Reading between the lines last week would suggest that lawmakers are likely to do something. But there were few indications that slapping new regulations on Facebook will be a top priority.</p> <p>To the contrary, there were many indications that lawmakers would tread carefully and continue their fact-finding efforts. It was also fairly obvious that Facebook will have a warm seat at the table when lawmakers do get down to business drafting legislation, which isn't surprising given that the company, like most its size, has a small army of lobbyists and has contributed funds to many lawmakers.</p> <h3>But this is just the beginning</h3> <p>While Zuckerberg managed to leave Washington D.C. largely unscathed thanks in large part to technologically challenged lawmakers, Facebook is not out of the woods. </p> <p>Despite suggestions that Facebook's biggest crisis will blow over, the sentiment around privacy and user data has changed and with the <a href="https://econsultancy.com/hello/gdpr-for-marketers/">GDPR</a> coming into effect in the E.U. and U.K. in a little over a month, as this author <a href="https://www.econsultancy.com/blog/69935-companies-should-consider-embracing-the-gdpr-even-where-they-don-t-have-to">argued previously</a>, the free-for-all environment that companies have been operating in is going away.</p> <p>Up next: expect lawmakers to expand their scrutiny to other large tech companies, including Google, which might be sitting on an even larger treasure trove of user data than Facebook. In fact, one lawmaker even asked Mark Zuckerberg if he'd offer suggestions for other individuals they should ask to appear. We'll see if Zuckerberg's team gets back to him on that request.</p> tag:econsultancy.com,2008:BlogPost/69946 2018-04-13T15:58:16+01:00 2018-04-13T15:58:16+01:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <h3>Facebook ad spend grows despite recent controversy</h3> <p><a href="http://www.4cinsights.com/StateofMedia/" target="_blank">New data</a> from 4C has revealed that Facebook saw a marked increase in ad spend this Q1, despite the recent Cambridge Analytics scandal. </p> <p>Following the news in March, Facebook ad spend increased 62% year-on-year.</p> <p>The travel and legal/financial verticals saw the greatest quarter-over-quarter increases of 129% and 32%, respectively. Meanwhile, Facebook continues to deliver ROI for advertisers, with an 18% quarterly decrease in cost per thousand impressions (CPM).</p> <p>Elsewhere, Snapchat saw a whopping 234% year-on-year increase in ad spend in the first quarter of 2018, largely due to its re-designed Discover page presenting even more opportunities for sponsored content.</p> <p><strong>More on Facebook:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69902-facebook-is-in-real-trouble-what-it-could-mean-for-marketers">Facebook is in real trouble: What it could mean for marketers</a></li> <li><a href="https://www.econsultancy.com/blog/69840-facebook-quietly-rolls-out-new-ad-placements-as-power-editor-merges-with-ads-manager">Facebook quietly rolls out new ad placements as Power Editor merges with Ads Manager</a></li> <li><a href="https://www.econsultancy.com/blog/69787-five-tips-for-a-successful-facebook-advertising-strategy">Five tips for a successful Facebook advertising strategy</a></li> <li><a href="https://econsultancy.com/reports/paid-social-media-advertising">Paid Social Media Advertising Best Practice Guide</a></li> </ul> <p><img src="https://assets.econsultancy.com/images/0009/3556/facebook.jpg" alt="" width="600" height="400"></p> <h3>71% of people think ads are becoming more intrusive</h3> <p>A recent survey by Kantar Millward Brown, <a href="https://www.emarketer.com/content/people-believe-ads-are-becoming-more-intrusive?ecid=NL1002">reported by eMarketer</a>, has found that the majority of people think ads are far more intrusive than they were three years ago. 71% of survey respondents uphold this opinion, with 74% also suggesting that they’re seeing more ads overall.</p> <p>Meanwhile, 79% of people say that adverts appear in more places, making it impossible to avoid advertising while online. </p> <p>Despite this, opinion towards ads isn’t <em>all</em> bad – 41% say that ads tell better stories than they used to, while 47% agree that ads fit together better across different formats. </p> <p>Naturally, this type of survey is not good news for advertisers, especially alongside the prediction (according to eMarketer) that three in 10 US internet users will use an an ad blocker this year.</p> <p><img src="https://assets.econsultancy.com/images/0009/3576/Intrusive_ads_blog___twitter_size__1_.png" alt="intrusive ads 71% consumers think so" width="615" height="308"></p> <p><strong>Now read:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69326-google-to-start-warning-sites-about-bad-ad-experiences" target="_blank">Google to start warning sites about bad ad experiences</a></li> <li><a href="https://www.econsultancy.com/blog/69750-in-a-blow-to-marketers-google-will-let-users-opt-out-of-remarketing-ads" target="_blank">In a blow to marketers, Google will let users opt-out of remarketing ads</a></li> </ul> <h3>Text messaging declines YoY in the UK as chat apps take precedent</h3> <p><a href="https://www.reportlinker.com/data/series/H-u9khxCiJs" target="_blank">New data</a> from ReportLinker has revealed the changing habits of global mobile users. Overall, it suggests that people are paying less as we move towards free chat apps rather than traditional text messaging.</p> <p>In the UK, the average monthly household expenditure on mobile smartphone service has decreased nearly 3% this year, and is predicted to keep on getting lower to 2020. Meanwhile, text messaging has also declined as users make greater use of chat apps like WhatsApp.</p> <p>ReportLinker also suggests that traditional landlines could soon be extinct. In Australia in particular, this prediction could come true in just a couple of years. The number of people who will have a smartphone but no fixed telephone line is estimated to be well over 8.5 million by 2021. By that time, the number of smartphone owners in Australia is anticipated to be over 20 million, up from over 15 million in 2017. </p> <p><img src="https://assets.econsultancy.com/images/0009/3555/reportlinker.JPG" alt="" width="543" height="395"></p> <h3>Trustworthiness is the most impactful characteristic of celebrity endorsers</h3> <p>A recent study <a href="https://www.warc.com/content/article/jar/enhancing_brand_credibility_through_celebrity_endorsement_trustworthiness_trumps_attractiveness_and_expertise/117436" target="_blank">published by</a> JAR suggests that trustworthiness is the most important trait of celebrity endorsers, ranked more effective for boosting brand credibility over other factors like expertise or attractiveness.</p> <p>The study in question examined the impact of celebrity endorsers’ source characteristics - including trustworthiness, expertise, and attractiveness - on consumers’ brand attitude, brand credibility, and purchase intention. Overall, it found that trustworthiness was related to consumers’ positive associations with a brand (an airline, in the case of this study).</p> <p>This means marketers must demonstrate greater caution when partnering with celebrities, as the research also suggests that a lack of trustworthiness can be hugely detrimental to a brand’s reputation.</p> <p><strong>More on celebrity campaigns:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69846-celebrity-chefs-and-their-instagram-strategies-more-than-just-food-porn/" target="_blank">Celebrity chefs and their Instagram strategies – More than just food porn?</a></li> <li><a href="https://econsultancy.com/blog/68691-why-iceland-has-replaced-celebrities-with-micro-influencers/" target="_blank">Why Iceland has replaced celebrities with micro-influencers</a></li> </ul> <h3>Travel industry sees 13% increase in search interest</h3> <p><a href="http://www.hitwise.com/gb/white-papers/peak-travel-report-2018/?bis_prd=1" target="_blank">New research</a> from Hitwise suggests UK holidaymakers are showing renewed enthusiasm when it comes to travel. </p> <p>From the analysis of the online behaviour of three million Brits, Hitwise found a 13% increase in searches related to the travel industry in the first two months of this year. In terms of specific brands, Travelodge saw a 36% increase in searches year-on-year, perhaps highlighting the positive impact of its new initiatives like SuperRoom.</p> <p>Elsewhere, the research also suggests an increased interest in luxury travel. There was a 16% rise in traffic to luxury operators and cruise operators in the first two months of 2018, while luxury travel provider Kuoni also reports that store appointments were up 171% during this time.</p> <p><strong>More on travel:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69384-seo-david-vs-goliath-how-travel-sector-minnows-can-overcome-their-big-brand-competitors">SEO David vs. Goliath: How travel sector minnows can overcome their big brand competitors</a></li> <li><a href="https://www.econsultancy.com/blog/69652-four-key-digital-trends-impacting-travel-and-hospitality-brands">Four key digital trends impacting travel and hospitality brands</a></li> <li><a href="https://econsultancy.com/blog/68871-how-travel-brands-are-capitalising-on-youtube-adventure-search-trend">How travel brands are capitalising on YouTube adventure search trend</a></li> </ul> <p><img src="https://assets.econsultancy.com/images/0009/3557/Hitwise.JPG" alt="" width="600" height="459"></p> <h3>Parents are the biggest adopters of voice-assisted devices</h3> <p>Publicis Media has <a href="http://www.adweek.com/agencies/parents-and-families-are-the-biggest-supporters-of-voice/" target="_blank">undertaken research</a> on smart speaker usage, involving the study of 70 voice assistant users in the US and UK.</p> <p>Overall, it found that parents and families are the keenest early adopters of smart speakers, largely due to the technology’s ability to streamline and enhance daily routines. </p> <p>Smart speakers also enable parents to help children learn, with the tech allowing users to easily search for queries (without disrupting their current activity).</p> <p>Despite this uptake, however, the research also revealed that parents aren’t too keen on changing how they use voice technology. The majority say they’re uninterested in discovering capabilities that they don’t already use, while they’re also reluctant to share personal information in exchange for deeper personalisation. </p> <p><strong>More on voice tech:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69724-how-will-voice-technology-change-consumer-behaviour">How will voice technology change consumer behaviour?</a></li> <li><a href="https://www.econsultancy.com/blog/69610-what-do-voice-user-interfaces-mean-for-marketers-brands">What do voice user interfaces mean for marketers &amp; brands?</a></li> <li><a href="https://econsultancy.com/blog/69473-what-paddy-power-learned-about-voice-interfaces-by-creating-an-alexa-skill" target="_blank">What Paddy Power learned about voice interfaces by creating an Alexa skill</a></li> </ul> <h3>Paralympics reaches 251 million people on social media</h3> <p>According to new data from IPC, the PyeongChang 2018 Winter Paralympic Games reached more people than Sochi 2014 and London 2012 Paralympics combined.</p> <p>During a 10 day period, IPC’s digital media channels reached 251 million people across multiple platforms including YouTube, Facebook, Twitter and Weibo - more than Sochi 2014 (which reached 66m) and London 2012 (which reached 94m). It also generated 17.4m video views - three times Sochi and London combined - and 650k engagements, up 67% on Sochi 2014.</p> <p>This looks to be due to IPC’s innovative use of technology and video, with social media teams posting real-time highlights of every race, match, and ceremony on YouTube.</p> <p><strong>For more on Social Media, subscribers can check out our <a href="https://econsultancy.com/reports/social-media-best-practice-guide" target="_blank">Best Practice Guide</a>.</strong></p> <p><iframe src="https://www.youtube.com/embed/aCICoyzPnbk?list=PL6CBAXPeBajm6gtohfO5-mapvjW00isMX&amp;wmode=transparent" width="854" height="480"></iframe></p> tag:econsultancy.com,2008:RoundtableEvent/940 2018-04-12T16:51:52+01:00 2018-04-12T16:51:52+01:00 London: Social Media Platforms <p>Attend this roundtable for a chance to network and discuss your key challenges and success stories around Social, along with the current threats and opportunities companies need to be aware of</p> <p>We’ll explore the latest trends for the major social media platforms and discuss the most pressing considerations for marketers looking to generate the most value from social media. </p> <p><strong>Suggested Agenda:</strong></p> <ul> <li>What options are available to marketers when developing a paid, owned and earned strategic approach to social media marketing?</li> <li>Best practice approaches, techniques, challenges and opportunities for creating your social media strategy</li> <li>How do different companies use social media in different ways to gain a competitive edge?</li> <li>What should you consider when making the business case for social media platforms?</li> </ul> tag:econsultancy.com,2008:BlogPost/69942 2018-04-12T11:00:00+01:00 2018-04-12T11:00:00+01:00 Why Chanel is the most influential luxury brand on social Nikki Gilliland <p>However, with a large percentage of shoppers now being influenced and even making decisions based on what they see online – social is a hugely important tool for luxury brands looking to deepen consumer engagement. </p> <p>Last year, Chanel was named by Insightpool as the <a href="http://wwd.com/business-news/marketing-promotion/top-fashion-brands-social-media-10869026/" target="_blank">most influential luxury brand</a> on social media (based on overall engagement), topping the list above others like Louis Vuitton and Christian Siriano. With a total of 40.8 million followers on Twitter and Instagram alone – Chanel has generated a huge following.</p> <p>But what keeps users so engaged? Here’s a few reasons behind its social winning strategy.</p> <h3>Upholding exclusivity</h3> <p>Chanel has famously abstained from fully entering the world of ecommerce, only selling limited ranges of eyewear and beauty products online. But while the brand is clearly mindful of protecting the exclusive nature of its products, it has been less cautious when it comes to digital and social media marketing, creating a heavy presence across most channels.</p> <p>That being said, Chanel is still keen on maintaining a sense of exclusivity where possible. So, while it has millions of followers across social, Chanel deliberately follows no one back (apart from its own Chanel Beauty on Instagram). As well as helping to portray an aloof image, this also takes away the need to interact with users or stray into using social channels for the purpose of customer service.</p> <p><img src="https://assets.econsultancy.com/images/0009/3518/Chanel_Instagram.JPG" alt="" width="600" height="556"></p> <p>The decision to avoid communicating with consumers online has its negatives, of course. Brands that do reach out and reply to comments and tweets are typically viewed favourably by users – plus it can take the strain off other areas of customer service.</p> <p>For a luxury brand like Chanel, however, this is clearly not a priority, or at least not one big enough to risk diluting its exclusive reputation. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">In fittings — House ambassador Vanessa Paradis wearing a bespoke <a href="https://twitter.com/hashtag/CHANELHauteCouture?src=hash&amp;ref_src=twsrc%5Etfw">#CHANELHauteCouture</a> dress before opening the <a href="https://twitter.com/hashtag/Cesar2018?src=hash&amp;ref_src=twsrc%5Etfw">#Cesar2018</a> awards. More photos on <a href="https://t.co/a5kOLdZ1LJ">https://t.co/a5kOLdZ1LJ</a> <a href="https://t.co/kGVOiPbWvW">pic.twitter.com/kGVOiPbWvW</a></p> — CHANEL (@CHANEL) <a href="https://twitter.com/CHANEL/status/969965633193443328?ref_src=twsrc%5Etfw">March 3, 2018</a> </blockquote> <h3>Harnessing the power of influence</h3> <p>Another way Chanel extends its control over social is with the type of content it produces – specifically content that makes it seem aspirational rather than accessible. </p> <p>Unlike brands that promote products in the context of consumers' everyday lives, Chanel deliberately depicts its own world – one that is overtly editorial and arty in nature. Chanel has relinquished complete control over its image in some ways though, particularly when it comes to working with social media influencers.</p> <p>Again, this can be a dangerous strategy for luxury brands, with influencers potentially diluting exclusivity and veering into mass-market promotion.</p> <p>Chanel’s decision has proved successful, however, helping the brand to stay relevant and maintain visibility at opportune moments. As highlighted in Econsultancy’s <a href="https://econsultancy.com/reports/the-new-face-of-luxury-maintaining-exclusivity-in-the-world-of-social-influence" target="_blank">New Face of Luxury</a> report, Chanel’s campaign to promote its new No. 5 L’Eau perfume was a resounding success, with influencer content generating one million likes in a month. </p> <p><img src="https://assets.econsultancy.com/images/0009/3519/Chanel_Influencers.JPG" alt="" width="780" height="572"></p> <p>The campaign's success was largely due to the influencers chosen to be involved, with Chanel only working with people that portray a certain type of aspirational lifestyle. The campaign’s extravagant premise, which involved sending influencers to its production facility in the South of France obviously contributed to this too.  </p> <h3>A commitment to video</h3> <p>According to reports, Chanel’s social success has sky-rocketed in a short space of time, with the brand seeing an <a href="https://www.luxurysociety.com/en/articles/2017/08/how-chanel-became-most-social-luxury-brand/">average growth of 50%</a> across multiple platforms in just a year. One reason looks to be its video strategy. </p> <p>Chanel posts consistently on YouTube in particular, using the platform for narrative-led, feature film content. Its first – ‘The One That I Want’ starring Gisele Bundchen has amassed over 18 million views to date. Alongside celebrity-driven campaigns, the brand also uses video for more behind-the-scenes content, such as its ‘Inside Chanel’ series, which is designed to remind consumers of the brand’s long history and unique vision.</p> <p><iframe src="https://www.youtube.com/embed/mSDy3mUcpLo?ecver=1&amp;wmode=transparent" width="854" height="480"></iframe></p> <p>Not all of its video content is quite so cinematic. Though it is careful not to sway too much into this style of populist content, Chanel would be foolish to ignore the huge opportunity presented by search interest in beauty on YouTube.</p> <p>Consequently, its ‘Make Up’ playlist is full of short and informative tutorial-based content, designed to instil desire for products as well as offer value for viewers looking for tips and advice. </p> <p><iframe src="https://www.youtube.com/embed/TlKR3zKCqBQ?ecver=1&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>A platform-specific approach</h3> <p>Despite an overriding focus on video content, Chanel doesn’t use a blanket approach, instead choosing to optimise content for different platforms. For example, it often takes snippets of ads to pique interest on Instagram, while it might post the long-form ad on YouTube or Facebook.  </p> <p>Meanwhile, despite the fact that the brand works so hard to retain its exclusive image, Chanel doesn’t set out to alienate or exclude consumers. It’s a tricky balance, of course, but Chanel also uses social to make users feel like they’re being let in a secret, or in the case of #ChanelTower - an invitation to a private party.</p> <p>#ChanelTower was the hashtag used by the brand for its Autumn/Winter 2017/18 runway show in Paris, which included a scale replica of the Eiffel Tower for its models to walk around. The brand massively hyped up the show on Instagram in particular, using the hashtag to collate content relating to the event, including videos of celebrity guests and exclusive snapshots of new designs. </p> <p>Reports suggest that the event created a <a href="https://medium.com/@DashHudson/did-chanel-make-a-big-social-splash-with-chaneltower-783f48fc52b3" target="_blank">huge splash</a> for the brand on social, with likes and comments increasing massively on the day. What’s more, with users tagging their own content using the hashtag, Chanel saw increased reach and exposure on Instagram during this time.  </p> <p><img src="https://assets.econsultancy.com/images/0009/3520/chanel_tower.JPG" alt="" width="780" height="499"></p> <h3>What can we learn?</h3> <p>Here are three key lessons to take away.</p> <p><strong>Retain exclusivity</strong>. Just because luxury brands are embracing social media doesn’t mean they have to become mass-market. Chanel is a great example of how to retain a sense of exclusivity, as well as how to capitalise on it to make users feel important and valued.  </p> <p><strong>Be picky with influencers.</strong> Not all influencers are equal, which is why it’s vital that luxury brands partner with those that are a good fit. As well as aligning with its own unique style and values, Chanel chooses trusted influencers who are likely to create the right kind of content without too much brand involvement. </p> <p><strong>Optimised (video) content FTW</strong>. While image and text-based content is effective, video content can be far more so when it comes to generating engagement on social. Chanel is a great example of a luxury brand that has wholeheartedly embraced the medium, using varied video content (and optimising it) to drive interest cross-platform. </p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69853-four-examples-of-hard-luxury-brands-embracing-ecommerce" target="_blank">Four examples of ‘hard luxury’ brands embracing ecommerce</a></li> <li><a href="https://econsultancy.com/blog/69273-luxury-ecommerce-review-is-balenciaga-s-normcore-website-more-than-a-gimmick" target="_blank">Luxury ecommerce review: Is Balenciaga's 'normcore' website more than a gimmick?</a></li> <li><a href="https://econsultancy.com/blog/69096-four-reasons-luxury-brands-are-embracing-influencers" target="_blank">Four reasons luxury brands are embracing influencers</a></li> </ul> <p><a href="https://econsultancy.com/reports/social-media-best-practice-guide/"><img src="https://assets.econsultancy.com/images/0009/3234/Social_Media_Best_Practice_Widget__1_.png" alt="social media report banner" width="615" height="243"></a></p> tag:econsultancy.com,2008:BlogPost/69929 2018-04-09T08:33:21+01:00 2018-04-09T08:33:21+01:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <p>So, let’s not dilly-dally, shall we?</p> <h3>Social media advertising disappoints 27% of consumers</h3> <p>When it comes to ads on social media, it seems consumers are becoming all the more cynical.  </p> <p>According to a <a href="https://sproutsocial.com/insights/data/social-advertising-report/" target="_blank">new survey</a> by Sprout, which polled over 1,000 US consumers on the topic, 27% of respondents said their opinion of social media advertising has declined in the past year. The biggest reason for this is too much clutter, with 58% citing that they simply see too many ads on social. </p> <p>So, how can marketers combat this? Sprout’s survey found that users crave entertainment over anything else, with 41% saying that this is the most engaging type of social ad, followed by 37% who say discounts, and 33% saying educational. </p> <p><img src="https://assets.econsultancy.com/images/0009/3386/27_percent_graphic.png" alt="" width="615" height="314"></p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69832-four-challenges-that-any-paid-social-strategy-should-consider" target="_blank">Four challenges that any paid social strategy should consider</a></li> <li><a href="https://econsultancy.com/blog/69400-ask-the-experts-paid-social-media-trends-challenges-strategy" target="_blank">Ask the experts: Paid social media trends, challenges &amp; strategy</a></li> </ul> <h3>Over half of millennials have stopped shopping with a brand due to poor returns</h3> <p><a href="https://www.reboundreturns.com/ebooks-and-reports?hsCtaTracking=a5b70ad6-af0b-4ba0-9fb4-8debb90008cd%7C36280834-ee0f-4566-b25a-ac8e6d60d622" target="_blank">Research by ReBound</a> has found that brands are struggling to offer an easy returns process – despite the fact that consumers are returning more goods than ever before.</p> <p>From a survey of over 1,000 UK consumers, the study found that 42% of shoppers aged 28 to 35 are returning more than they did two years ago. However, 59% say that they have stopped shopping with a brand due to a difficult or unclear returns process.</p> <p>Interestingly, one in 10 consumers say that this is because they received no communication on how to return a product, with a lack of information clearly impacting overall customer experience. Another reason is a lack of options – 62% say they would use a courier service if it was available to them.  </p> <p><strong>More on returns:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/68677-how-10-ecommerce-sites-present-returns-policies" target="_blank">How 10 ecommerce sites present returns policies</a></li> <li><a href="https://econsultancy.com/blog/68477-how-six-online-retailers-are-combatting-wrong-size-returns" target="_blank">How six online retailers are combatting wrong-size returns</a></li> </ul> <h3>US influencer marketing budgets on the rise</h3> <p>Back in February, we highlighted <a href="https://www.prweek.com/article/1457215/influencer-marketing-damages-publics-perception-brands-survey-finds" target="_blank">a study</a> that found influencer marketing could be damaging the public’s perception of brands, as confusion around sponsored posts continues.</p> <p>However, <a href="http://www.ana.net/content/show/id/48437" target="_blank">new research from the US</a> suggests that marketers remain positive about the industry. So much so, in fact, that 43% expect to increase their spending on it over the next 12 months. According to the Association of National Advertisers, which surveyed 158 client-side marketers, the majority of marketers are satisfied with their influencer strategies. 54% are very satisfied with performance, and 36% say they think the strategy is effective.</p> <p>So, despite issues surrounding disclosure of campaigns, marketers appear optimistic about achieving campaign objectives. 86% of respondents cite brand awareness as the main reason for using influencer marketing, while 69% say content creation and distribution, and 51% say driving purchases.</p> <p><strong>More on influencer marketing:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69801-are-virtual-stars-the-next-step-for-influencer-marketing" target="_blank">Are virtual stars the next step for influencer marketing?</a></li> <li><a href="https://www.econsultancy.com/blog/69723-how-philips-has-benefitted-from-authentic-influencer-marketing" target="_blank">How Philips has benefitted from authentic influencer marketing</a></li> <li><a href="https://www.econsultancy.com/blog/69723-how-philips-has-benefitted-from-authentic-influencer-marketing" target="_blank">Only 29% of influencer campaigns use trackable URLs for attribution</a></li> </ul> <h3>Brands need a more specific CSR strategy</h3> <p style="font-weight: 400;">Instead of making general claims about corporate social responsibility (CSR), brands need to be more specific in how they communicate CSR-related messages. For example, stating exactly what they do to be sustainable rather than merely saying that they are.</p> <p style="font-weight: 400;">This comes from a <a href="https://www.warc.com/content/article/jar/improving_the_effectiveness_and_credibility_of_corporate_socialresponsibility_messaging_an_austrian_model_identifies_influential_csr_content_and_communication_channels/105462" target="_blank">new study</a> by the Journal of Advertising Research, which also suggests that brands that win awards for CSR generate a more positive reaction than those who promote their efforts on social media. In fact, it suggests that four out of the five most credible channels for communicating CSR are external, including awards, TV, newspaper coverage, and partnerships with non-governmental organisations.</p> <p style="font-weight: 400;">With sustainability and other social and environmental issues becoming increasingly importance for consumers, it’s also vital that brands communicate efforts in the right way.</p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/3390/CSR.jpg" alt="" width="700" height="466"></p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/68452-cause-marketing-examples-from-uber-starbucks-jetblue" target="_blank">Cause marketing: Examples from Uber, Starbucks &amp; JetBlue</a></li> <li><a href="https://econsultancy.com/blog/69702-five-brand-campaigns-that-took-a-stand-on-social-issues" target="_blank">Five brand campaigns that took a stand on social issues</a></li> </ul> <h3>Always-on sales are damaging retail profits</h3> <p><a href="https://www.klarna.com/uk/klarna-confidential/ditch-discounting/" target="_blank">New research</a> by Klarna has revealed that retailers feel an increased pressure to promote discounts in order to keep up with the competition. However, this could in fact be damaging profits.</p> <p>In a study of the views of 1000 UK consumers and 500 retail decision-makers, Klarna found that 53% of retailers believe the ‘always on’ nature of sales is having a negative impact on profits, with 11% saying that discounting cost them over £25,000 in 2017.</p> <p>Meanwhile, 28% of consumers say that sales are too stressful, and as a result avoid them altogether. 25% also say they are less likely to shop regularly with a retailer who always has sales on, and 38% say that constant sales make a brand look cheap and unfashionable.</p> <p>So, should retailers avoid sales? A more considered approach is certainly preferable, with a focus on features such as flexible payment options, one-click checkout, and personalisation likely to lure in consumers all-year round. </p> <p><img src="https://assets.econsultancy.com/images/0009/3385/Klarna.JPG" alt="" width="780" height="280"></p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69679-luxury-brands-must-focus-on-digital-experiences-to-fight-the-discount-trend" target="_blank">Luxury brands must focus on digital experiences to fight the discount trend</a></li> <li><a href="https://econsultancy.com/blog/67841-as-consumers-clamor-for-good-deals-discount-strategy-becomes-key-for-retailers/" target="_blank">As consumers clamor for good deals, discount strategy becomes key for retailers</a></li> </ul> <h3>Half of consumers want retailers to invest in AR</h3> <p style="font-weight: 400;">Consumers have always been more resistant to spend on big items online. However, research suggests this would lessen if retails offered ‘visualisation’ technology to allow shoppers to better envision products before buying.</p> <p style="font-weight: 400;">In a <a href="https://www.pushon.co.uk/showrooming-webrooming-report/" target="_blank">survey of over 1,000</a> consumers, PushOn found that 45% of people would be more inclined to spend larger amounts online if this technology was available. More specifically, 40% of consumers said they would use AR to test a product before buying it. </p> <p style="font-weight: 400;">Meanwhile, the survey suggests that the problem extends to more than just what the products look like. 41% of consumers said they would like to see improved online security so they know their money is safe when making expensive purchases, while 32% would like to use AI chatbots to get instant answers to their questions. </p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/3389/Comparing_online_prices.jpg" alt="" width="670" height="446"></p> <p><strong>More on AR:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69388-ar-is-on-the-brink-of-a-breakout-thanks-to-new-platforms-from-google-apple" target="_blank">AR is on the brink of a breakout thanks to new platforms from Google &amp; Apple</a></li> <li><a href="https://www.econsultancy.com/blog/69619-how-publishers-are-using-augmented-reality-to-bring-stories-to-life" target="_blank">How publishers are using augmented reality to bring stories to life</a></li> <li><a href="https://www.econsultancy.com/blog/69455-five-new-and-innovative-examples-of-augmented-reality-in-retail-apps" target="_blank">Five new and innovative examples of augmented reality in retail apps</a></li> </ul> <h3>Black Friday extends to more than a two-day event</h3> <p>According to <a href="https://econsultancy.com/reports/lessons-from-black-friday/" target="_blank">Econsultancy’s recent report</a> on the topic, the majority of retailers now extend Black Friday for as long as possible – far more than the traditional two days. 35% of survey respondents said that Black Friday was a four-day weekend as a minimum. Meanwhile, 45% said that they extend the duration for a few more days on top of this.</p> <p>One benefit of this extended period is that it eases pressure on retailers, and lessens the likelihood of websites crashing.</p> <p>The biggest winner on Black Friday, Amazon, even extended its marketing of the event for a full 13 to 14 days last year, advertising online and on TV the Friday before the event and finishing after Cyber Monday.</p> <p><img src="https://assets.econsultancy.com/images/0009/3388/Black_Friday.JPG" alt="" width="750" height="553"></p> tag:econsultancy.com,2008:BlogPost/69916 2018-04-06T15:30:30+01:00 2018-04-06T15:30:30+01:00 Pharma's use of social has matured: report Patricio Robles <p>Its conclusion: pharma use of social media has matured and companies are getting more and more mileage out of their efforts.</p> <p>Specifically, except for YouTube, pharma companies have decreased the frequency at which they post content to social channels. Posts to Facebook, Twitter and Instagram were down 3%, 16% and 41%, respectively, during the observation period.</p> <p>But decreasing how much they posted didn't stop pharma companies from growing their audiences on these platforms. On average, audiences increased 15% on Twitter, 47% on Facebook, 50% on YouTube and 67% on Instagram.</p> <p>The bad news: half of the 20 companies tracked saw decreases in engagement, with some, including Boehringer Ingelheim, Eli Lilly, Amgen and Teva, seeing significant double-digit drops of between 33% and 77%.</p> <p>But four of Ogilvy Healthworld's five top-ranked pharma companies increased engagement. The top-ranked firm, Novo Nordisk, grew its engagement by 13%, while Johnson &amp; Johnson, Novartis and Merck/MSD grew theirs by an even more impressive 111%, 77% and 122%.</p> <p><img src="https://assets.econsultancy.com/images/resized/0009/3271/engagementmetricspharma-blog-flyer.png" alt="" width="470" height="369"></p> <h3>Quality over quantity</h3> <p>How did these top performers do it? Not surprisingly, Ogilvy Healthworld attributed their success to the posting of high-value content possibly aided by paid promotion of that content "at the right time to the right audience." Indeed, the pharma companies with the highest engagement scores did not post the most frequently.</p> <h3>Trends and strategies</h3> <p>When it comes to producing high-value content and encouraging engagement, Ogilvy Healthworld offered a number of observations.</p> <h4>Being human helps</h4> <p>Pointing to Novo Nordisk's <a href="https://www.teamnovonordisk.com/">all diabetes pro cycling team</a>, Ogilvy stated "Highlighting the human side of the business was the most regular theme across 2017's high-performing posts, such as spotlighting employees and internal initiatives."</p> <p>This makes sense. Given that the pharma industry has been widely panned in recent years, it's smart for companies to remind the public that their employees are real people who are working to help treat and cure illness.</p> <h4>Get active</h4> <p>Unbranded advertising has been a big trend for pharma marketers and one of the ways that pharma marketers can get closer to consumers without advertising to them is by getting involved in causes around health conditions. It points to World Aids Day, World Cancer Day and Movember as examples of initiatives that offer opportunities for pharma company participation.</p> <p>But activism doesn't have to be limited to the health realm, Ogilvy points out. It says other initiatives, such as Earth Day and Global Day of Service, can also be opportunities to engage. </p> <p><a href="https://www.instagram.com/p/BNNLtXJgvgW/"><img src="https://assets.econsultancy.com/images/0009/3393/lilly_insta.jpg" alt="lilly instagram" width="615" height="327"></a></p> <h4>Partner with celebrities</h4> <p>While it's not as easy <a href="https://econsultancy.com/blog/68953-can-pharma-companies-effectively-use-influencer-marketing">for pharma companies to team up with celebrity influencers</a> as it is for, say, shoe companies, celebrity partnerships do hold promise.</p> <p>In 2016, <a href="https://econsultancy.com/blog/68403-pharma-company-novartis-taps-facebook-live-event-to-promote-heart-failure-drugs">Novartis partnered with actress/singer Queen Latifah</a> as part of a Rise Above Heart Failure initiative designed to call attention to heart failure, a condition her mother suffers from. With that blueprint, other pharma companies have formed relationships with celebrities. For example, last year, Novo Nordisk and Pakistani cricketer Wasim Akram worked together to promote #ChangingDiabetes.</p> <h4>Embrace new techniques and technology to create compelling content</h4> <p>Ogilvy observed that on Instagram, aerial drone content posted by Bayer and Eli Lilly of their headquarters was a hit, reminding pharma companies that new techniques and technology can help create content that will resonate with consumers.</p> <h4>Be prepared to pay to play</h4> <p>Noting that organic reach has declined significantly and rapidly, Ogilvy reminds pharma companies that paid social, employed strategically, is increasingly required to ensure that content cuts through the clutter.</p> <p><a href="https://econsultancy.com/reports/social-media-best-practice-guide/"><img src="https://assets.econsultancy.com/images/0009/3234/Social_Media_Best_Practice_Widget__1_.png" alt="social media report banner" width="615" height="243"></a></p> tag:econsultancy.com,2008:BlogPost/69926 2018-04-06T10:10:01+01:00 2018-04-06T10:10:01+01:00 How to succeed with creative vertical video on Instagram Kay Hsu <p>Last year, <a href="https://www.zenithmedia.com/mobile-devices-lift-online-video-viewing-20-2017/">it was estimated</a> that people spent an average of 29 minutes a day watching video on a mobile, compared to just 19 minutes a day on a fixed device. Think about how you use a phone - portrait is the default orientation. This means that brands need to think vertical to reflect the ways that consumers are naturally consuming their content. </p> <p>Brands that caught on to the vertical video trend early are already seeing results. For example, Mercedes Benz was one of the first to experiment with ads in Instagram Stories. Making the most of the vertical frame, Mercedes Benz used stacking and split screen techniques to show off its C-Class Cabriolet to full effect.</p> <p><img src="https://assets.econsultancy.com/images/0009/3381/merc_vertical_video.gif" alt="mercedes instagram stores vertical video" width="245" height="434"></p> <p><em>A short loop from a Mercedes Benz ad in Instagram Stories (full ad <a href="https://business.instagram.com/success/mercedes-benz-success/">here</a>)</em></p> <p>The Mercedes Benz example shows us that vertical video presents an incredible opportunity for creative experimentation. The full-screen format offers an immersive, engaging experience, building stronger audience connections.</p> <p>But this is a rapidly growing space, with <a href="https://www.iab.com/wp-content/uploads/2017/05/2017-IAB-NewFronts-Video-Ad-Spend-Report.pdf">over half of advertisers</a> purchasing vertical video ads last year – a figure I expect to rise in 2018 – brands will need to approach creative content from new angles to compete for consumer attention.</p> <p>With this in mind, there are a few guiding principles to make the most of vertical:</p> <h3>1. Leverage multi-part storytelling</h3> <p>Formats such as Stories work particularly well in multiple scenes, as people move through these mediums quicker than ever before. Instagram has just introduced carousel ads in Stories, giving advertisers the ability to have up to three pieces of media per Stories ad to create multiple scenes and richer storytelling. Use this time wisely by getting your brand seen in the first three seconds, and reward consumers by creating a compelling, holistic story. </p> <h3>2. Take creative risks!</h3> <p>Remember that this kind of format is still relatively new, and evolving as quickly as consumer tastes, so take risks and experiment with it to grow your brand and following. The ephemeral nature of Instagram Stories make this much easier as content disappears after a short time. Warby Parker has a consistent track record for playing around with new content formats. For example their early adoption of <a href="https://www.instagram.com/p/BgKXTVUHpGo/?taken-by=johncocktoasten">curating</a> and <a href="https://www.instagram.com/p/BgbrlXchZHM/?taken-by=warbyparker">re-sharing user generated content</a> allowed them to learn faster, get plenty of air time and has given them a consistent competitive edge. </p> <h3>3. Use native tools that already exist within vertical video formats</h3> <p>They offer a new level of creativity and really help to show that you're tailoring your content specifically for that platform. On Instagram, brands can make use of GIFs and polls in Stories, for instance.</p> <h3>4. Play with the vertical shape</h3> <p>Don't waste the space 9:16 gives you. Vertical offers some creative and surprising ways to make products the focus, such as split screen stacking or mirroring. <a href="https://www.instagram.com/bottegaveneta/?hl=en">Bottega Veneta</a> consistently experiments with different framing and spacing techniques, making the most of the entire screen. Instagram is currently testing a format which converts non 9:16 content to fit the screen which will allow brands to use existing creative. </p> <h3>5. Maintain a consistent brand voice</h3> <p>Just because you're trying out a new format doesn't mean you need to stray from what you're doing on other channels. Stay focused on your audience and the style of content they expect to see from you. For example, if you're known for irreverence, keep your vertical video content light and humour-led.</p> <p>2018 is set to be the year that creativity truly flips on its head and brands realise the potential of vertical video. And who knows, perhaps as people watch more and more films on mobile devices, we could even see the world's first vertical video cinema.</p> <p><a href="https://econsultancy.com/reports/social-media-best-practice-guide/"><img src="https://assets.econsultancy.com/images/0009/3234/Social_Media_Best_Practice_Widget__1_.png" alt="social media report banner" width="615" height="243"></a></p> tag:econsultancy.com,2008:BlogPost/69915 2018-04-05T09:00:00+01:00 2018-04-05T09:00:00+01:00 A day in the life of… social media manager at Oasis Fashion Nikki Gilliland <p>(By the way, if you’re currently looking for a new role, be sure to have a good gander at the <a href="https://jobs.econsultancy.com/?cmpid=EconBlog" target="_blank">Econsultancy jobs board</a>.)</p> <h4><em>Econsultancy: Please describe your job: What do you do?</em></h4> <p><strong><em>Pippa Bugg:</em></strong> I manage the Social Media team at Oasis Fashion. I'm responsible for the social strategy, copywriting, content creation, influencer relationships, and tracking revenue and analytics. </p> <p><img src="https://assets.econsultancy.com/images/0009/3265/Pip.jpg" alt="" width="500" height="500"></p> <h4><em>E: Whereabouts do you sit within the organisation?</em></h4> <p><em><strong>PB:</strong></em> In my experience, social teams tend to be company nomads; I've sat within PR, marketing and ecommerce teams. At Oasis, I sit within the ecom team, however, I have a very close relationship with the marketing and PR teams, and work alongside the brand content manager. </p> <p>I think there's a case for social media departments to sit within all of these areas, but with the focus of social media leaning towards brand profitability nowadays, I think we'll see social sat within ecom departments more and more (particularly with Instagram’s latest shoppable update).</p> <h4><em>E: What kind of skills do you need to be effective in your role?</em></h4> <p><em><strong>PB:</strong></em> I think the most important thing you need is a creative eye and a meticulous nature when it comes to content creation. I'd be the first to say that creativity is my strength over crunching numbers; devising social campaigns, creating content, and copywriting are my biggest work passions. However, to be successful in social you need to be a bit of an all-rounder. </p> <p>As much as I loathe Excel sheets, you have to be able to get your head around tracking data, budget management and most importantly, Google Analytics. You have to be able innovate and change strategy freely when it comes to testing new social features and channels, and with that comes an element of education. Although being 'online' is second nature to many of us, it's still a relatively new concept for brand-veterans and it's constantly evolving. </p> <p>We’re all aware it's a necessity for brands to have a presence online, but you need to be confident in proving why social media is so intrinsic.  </p> <h4><em><strong>E: Tell us about a typical working day…</strong></em></h4> <p><em><strong>PB:</strong></em> A typical working day normally starts with sharing scheduled Instagram content when I wake up, and if I’m not doing that, scrolling through Instagram regardless… </p> <p>On a Monday, my working day starts with tracking social data and looking at revenue generated the previous week. It’s hard to break down hour-by-hour how my day looks, but it focuses heavily on content creation, working with our in-house studio, briefing the graphic design team, scheduling content, copywriting, managing influencers, and Whatsapp-ing back-and-forth with the social media assistant (the best way to communicate when face-to-face isn’t possible).</p> <p>There’s also a lot of meetings, but not the boring kind. Oasis are great for creating campaigns in-house, so everyone gets to input their ideas and create something from scratch.</p> <h4><em>E: What kind of goals do you have? What are the most useful metrics and KPIs for measuring success?</em></h4> <p><em><strong>PB:</strong></em> Of course every brand wants to hit a certain goal when it comes to follower figures, and although it’s obviously important, I think the most important metrics to measure have shifted to focus on revenue in the past year.</p> <p>Facebook’s ad rates have risen by 35% in the last quarter, and there has been a slow decline in organic reach on Facebook for some time. With brands focusing so much more attention on paid content, we obviously want to see a return on that investment. And since Instagram has introduced shoppable feeds, sales generated via this channel will be under more scrutiny from ecommerce teams. Track everything.</p> <p>It’s also easy to get bogged down in the likes on your posts, but consumer interaction (comments and shares) can be so much more impactful than a simple like. Don’t just look at how many people double-tapped your images, but how much reach and conversation it generated.</p> <p><img src="https://assets.econsultancy.com/images/0009/3268/Oasis_Fashion.JPG" alt="" width="650" height="393"></p> <h4><em>E: What are your favourite tools to help you to get the job done?</em></h4> <p><em><strong>PB:</strong></em> When it comes to tracking revenue, it’s Google Analytics all the way.</p> <p>For quick image editing on the go, Snapseed is my favourite app to use. For the not-so-quick edits, it’s a job for the graphic designers – they’re not really a tool, but life saviours nonetheless. </p> <h4><em>E: How did you get into social media, and where might you go from here?</em></h4> <p><em><strong>PB:</strong></em> I got into social media accidentally. I'd been working for an agency as an email marketing executive with corporate clients, and I was bored out of my mind. I'd previously worked in fashion as a merchandise associate at BHS (RIP), and I knew that fashion was an industry I wanted to break into. </p> <p>I applied for a position as social media executive at Harrods and was rejected nearly immediately. Two weeks later they called me to explain that it was an apparently accidental mistake, and that I'd been invited for an interview. I worked at Harrods for a year and a half and it was the most surreal career experience I’ve had to date. From there I went onto LVMH beauty, Jaeger, agency-side and then to Oasis.</p> <p>Overall, my next steps are to stay one-step-ahead in social (as much as I can, anyway). For now, I'd like to stay within the fashion industry, but perhaps in a few years I'll consider a jump to FMCG or luxury travel (who can turn down those perks?). </p> <p>I'd like to manage a growing social media team, and eventually take myself more onto the creative strategy and brand management side.</p> <h4><em>E: Which brands doing social media do you admire?</em></h4> <p><strong><em>PB:</em></strong> Weirdly, my favourite brand on social media at the moment is <a href="https://econsultancy.com/blog/69713-four-marketing-lessons-we-can-learn-from-subscription-box-brands">Barkbox</a> (like Glossybox, but for dogs). They know what the people want – cute videos of animals and <a href="https://www.econsultancy.com/blog/69519-memes-in-marketing-seven-memorable-examples-from-brands">dog memes</a>; they’re always creating video content and narrative in their Instagram Stories, a channel that I don’t think many companies are utilising as well as they are.</p> <p>When it comes to content creation in the retail landscape, Madewell know exactly what they’re doing. Their Instagram feed flows beautifully, and you can spot their content by the aesthetic alone.</p> <p>Finally, National Geographic – you only need to look at their feeds to know why.</p> <h4><em>E: Do you have any advice for people who want to get into your field?</em></h4> <p><em><strong>PB:</strong></em> Attending University is not a necessity; I was a drop-out and it was the best decision I could have made for my career. I was studying Fashion PR &amp; Journalism, and now I work in an entirely different area. It meant I could work from the ground upwards, and gain indispensable experience in an industry brands were only dipping their toes at the time.</p> <p>I’d also advise to fully immerse yourself in the industry. You may love social media but that doesn't necessarily translate from a business perspective; I'm an Instagram girl, I personally don't like Facebook or use Pinterest, but that doesn't mean I don't know how to best utilise those channels.</p> <p>Social media management might sound easy, but it's not just posting pretty pictures (well, maybe sometimes it is). If you want an ever-evolving challenge and a space to be creative, then go for it.</p> <p><em><strong>If you're looking for training or guidance, Econsultancy has plenty on social media, copywriting and content creation:</strong></em></p> <ul> <li><a href="https://econsultancy.com/training/courses/social-media-and-online-pr">Social Media &amp; Online PR training</a></li> <li><a href="https://econsultancy.com/reports/social-media-best-practice-guide">Social Media Best Practice Guide</a></li> <li><a href="https://www.econsultancy.com/training/courses/content-marketing-web-mobile-social-media">Content Marketing for Web, Mobile and Social Training</a></li> <li><a href="https://econsultancy.com/training/courses/topics/copywriting">Copywriting Training</a></li> <li><a href="https://econsultancy.com/training/courses/content-strategy-editorial-planning-content-calendars-training">Content Strategy &amp; Editorial Planning Training</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69923 2018-04-04T15:30:00+01:00 2018-04-04T15:30:00+01:00 What does the backlash against 'fake news' in Asia mean for the region's marketers? Jeff Rajeck <p>In Asia, there has been a somewhat different response. While using data privacy as a reason for action, many countries are using the public backlash against social media to enact laws which combat the spread of 'fake news'.</p> <p>The reasoning is that with the accurate targeting capabilities of social media advertising and the apparent inability of the platforms to stop the flow of incorrect information, Asian countries are more vulnerable to the influence of external, 'bad actors' than ever before.</p> <p>Here is a summary of what has happened recently in a number of Asian countries:</p> <h3>Malaysia</h3> <p>Malaysia has perhaps taken the most extreme action out of any Asian country. On April 2nd, <a href="https://www.reuters.com/article/us-malaysia-election-fakenews/malaysia-outlaws-fake-news-sets-jail-of-up-to-six-years-idUSKCN1H90Y9">the government approved a law</a> which would punish those that maliciously spread 'fake news' with up to six years in prison and a fine greater than US$100,000.</p> <p>While some have accused the government of passing the law with ulterior motives, the new law is clearly a warning shot for anyone considering a campaign which inflames political discourse.</p> <p><img src="https://assets.econsultancy.com/images/0009/3327/1.jpg" alt="" width="800" height="475"></p> <h3>Singapore</h3> <p>Singapore has not yet passed a law against fake news, the government recently held <a href="http://www.straitstimes.com/politics/7-themes-from-8-days-of-public-hearings-on-deliberate-online-falsehoods">eight days of public hearings</a> on 'deliberate online falsehoods' in order to determine the best way forward for the country.</p> <p>While the course of action has yet to be determined, it is clear that Singapore now views the potential of the spread of fake news as <a href="https://www.channelnewsasia.com/news/singapore/facebook-cambridge-analytica-data-gathering-silicon-valley-10095534">a serious threat to its stability</a>. </p> <h3>Indonesia</h3> <p>In Indonesia, a cabinet minister recently <a href="https://www.bloomberg.com/news/articles/2018-04-02/indonesia-threatens-to-shut-down-facebook-if-privacy-breached">threated to block Facebook</a> in the country if evidence emerges that personal data of citizens is being passed to purveyors of fake news.</p> <p>This threat is credible considering that Indonesia has a general election this month and <a href="https://www.reuters.com/article/us-indonesia-security-apps/indonesia-blocks-telegram-messaging-service-over-security-concerns-idUSKBN19Z1Q2">the country blocked messaging service Telegram</a> in July of last year.</p> <h3>India</h3> <p>Finally, in India, the Information and Broadcasting Ministry claimed recently that they would de-license journalists who distributed fake news.</p> <p>While they have since <a href="https://www.reuters.com/article/us-india-fakenews/india-drops-plan-to-punish-journalists-for-fake-news-following-outcry-idUSKCN1HA0MI">withdrawn the threat</a>, many still fear that the announcement was 'testing the waters' for such regulations in the future.</p> <h3>What should marketers do?</h3> <p>With efforts to combat 'fake news' dominating the headlines, what should brand marketers in Asia do?</p> <h4>1) Avoid associating the brand with controversial issues</h4> <p>As the distribution of news on social media is clearly a touchy subject in Asia at the moment, brands are advised to do their best to avoid becoming involved in the debate.</p> <p>While supporting worthy causes may, at times, have positive associations for a brand, there is now a heightened risk of a movement becoming suddenly unpopular. The best approach now is to steer clear of emotive issues, especially those having to do with elections.</p> <h4>2) Carefully monitor social media discussions</h4> <p>As always, brands should keep a close eye on social media in the countries in which they are active. A quick response to false allegations can be the difference between a short-term hassle and a full-blown PR crisis. Consult our <a href="https://econsultancy.com/reports/social-media-strategy-asia-pacific-best-practice-guide">Social Media Strategy Best Practice Guide: </a>Asia<a href="https://econsultancy.com/reports/social-media-strategy-asia-pacific-best-practice-guide"> Pacific</a> for regional examples and advice.</p> <h4>3) Ensure all digital advertising content is strongly backed with facts</h4> <p>Perhaps this goes without saying, but the current political landscape means that brands should take extra caution and verify all of their claims.</p> <p>This advice is not new, either. China has had a<a href="http://www.china-briefing.com/news/2016/09/06/china-new-advertising-law.html"> 'truth in advertising' law</a> in effect for many years now which holds both publishers and advertisers responsible for the truthfulness of content. Brands operating there have had to make special efforts to ensure that they follow the published guidelines.</p> <h3>The future of fake news in Asia</h3> <p>So, with the recent laws and threatened public actions, it's clear that Asian governments are alert and alarmed by the alleged 'fake news' incidents in the West.</p> <p>Brand marketers should continue to be aware of any legal changes in the countries in which they operate and avoid becoming enmeshed in the online debate about the spread of 'fake news'.</p> <p>As emotions are running high, it is unlikely that the debate on this topic will die down any time soon.</p>