tag:www.econsultancy.com,2008:/topics/social Latest Social content from Econsultancy 2016-12-07T11:04:00+00:00 tag:www.econsultancy.com,2008:BlogPost/68603 2016-12-07T11:04:00+00:00 2016-12-07T11:04:00+00:00 Five ways luxury brands attempt to increase conversions online Nikki Gilliland <p>Meanwhile, with <a href="https://econsultancy.com/blog/68540-how-four-uk-retailers-are-giving-consumers-the-vip-treatment-this-christmas/" target="_blank">VIP treatment expected</a> in-store, getting the balance right between subtle and salesy on an ecommerce site can be tricky.</p> <p>So, how can retailers recreate the luxury experience online, while ensuring customers buy?</p> <p>Here are five ways, with some nice examples to back it up.</p> <h3>Creating a sense of urgency</h3> <p>Without staff to shmooze shopppers in-store, <a href="https://econsultancy.com/blog/65348-how-to-increase-conversions-by-creating-buyer-urgency-fear-of-loss/">creating a sense of urgency online</a> can be difficult - especially when luxury brands don't have sales or a <a href="https://econsultancy.com/blog/67149-how-to-create-simple-brand-tone-of-voice-guidelines-for-twitter/">unique tone of voice</a> to persuade.</p> <p>An effective online tactic is telling customers if an item is selling out.</p> <p>Fendi is one brand that has recently started to do this.</p> <p>On its product pages, it subtly tells you if an item has limited stock, giving a clever nudge to buy sooner rather than later.</p> <p><img src="https://assets.econsultancy.com/images/0008/2076/Fendi_stock.JPG" alt="" width="543" height="553"></p> <p>Similarly, it uses pop-ups to inform customers how many others are currently viewing an item.</p> <p><img src="https://assets.econsultancy.com/images/0008/2075/Fendi_pop_up.JPG" alt="" width="747" height="396"></p> <p>While it's a popular tactic used by travel sites, I've not come across many fashion brands doing it before, especially not a high-end brand like Fendi.</p> <h3>Enabling customisation</h3> <p>Another way for luxury retailers to encourage customers to buy online is to replicate the service they'd receive in-store.</p> <p>Or even better, to offer something they wouldn't.</p> <p>Dior is an example of a brand that cleverly uses personalisation to make shoppers feel special.</p> <p>Its made-to-order range of Dior So Real sunglasses are fully customizable, allowing customers to pick and choose the colour, lens-type and even engraving to suit their own unique taste.</p> <p><img src="https://assets.econsultancy.com/images/0008/2077/MyDiorSoReal.JPG" alt="" width="780" height="463"></p> <p>By handing over this level of control, it enables customers to feel like they are buying something a little more unique than just a carbon-copy of what everyone else is wearing.</p> <h3>Offering online exclusivity</h3> <p>It's an obvious tactic on the high street, but many luxury retailers resist sales and discounts for fear of devaluing their brand.</p> <p>Ralph Lauren is not afraid to promote discounts, as shown by its current offer of 40% off throughout December. </p> <p><img src="https://assets.econsultancy.com/images/0008/2079/Ralph_Lauren_Online_Only_Discount.JPG" alt="" width="780" height="595"></p> <p>While this could potentially put off shoppers who like the brand's premium aspect, it cleverly uses an 'online-only' element to offer something of value.</p> <p>It could also help to increase sales at what is a very competitive time of year.</p> <p>With shoppers displaying less loyalty and greater focus on getting the best deal, it appears to be a tactic that's growing in popularity.</p> <p>We've recently seen a trend for new companies aiming to disrupt traditional luxury brands by offering premium and custom-made products at more affordable prices.</p> <p>Awl and Sundry is an example of this. A US-based shoe retailer that wants to 'democratise bespoke luxury', it does so by using a <a href="https://econsultancy.com/blog/68139-the-rise-of-the-direct-to-consumer-model-it-s-not-just-dollar-shave-club/" target="_blank">direct-to-consumer business model</a>. </p> <p><img src="https://assets.econsultancy.com/images/0008/2080/Awl_and_Sundry.JPG" alt="" width="680" height="786"></p> <p>By offering a similar level of luxury but without the extremely high price point, it could potentially steal customers from the brands that are refusing to offer discounts.</p> <h3>Providing extra special customer service</h3> <p>Another important feature of luxury shopping is the level of customer service offered in-store.</p> <p>From personal shopping to champagne - it's incredibly hard to replicate this element online.</p> <p>However, many are introducing features like <a href="https://econsultancy.com/blog/64255-why-do-online-retailers-need-live-chat/" target="_blank">live chat</a> and messenger bots to bring the personal touch to their ecommerce offering.</p> <p>Burberry is one brand that does this well, using a chat function to help and guide customers.</p> <p><img src="https://assets.econsultancy.com/images/0008/2082/Live_Chat_Burberry.JPG" alt="" width="432" height="451"></p> <p>Small features like using the employee's full name and a chatty and friendly tone reassures you that you're talking to a human being - not a faceless brand.</p> <p>While it is not advertised on the site as prominently as it could be, this chat feature still lets customers know that they are getting the same premium service that they would be in person.</p> <h3>Capitalising on social reach</h3> <p>With prestige and desirability the hallmarks of luxury brands, maintaining this allure on <a href="https://econsultancy.com/blog/67604-what-s-the-point-of-social-media-for-luxury-brands/" target="_blank">social media</a> can be difficult.</p> <p><a href="https://econsultancy.com/blog/68119-how-everlane-is-using-an-exclusive-instagram-account-to-strengthen-customer-loyalty/" target="_blank">I've written about Everlane before</a>, but it's a great example of how to promote exclusivity while still fostering customer loyalty.</p> <p>It uses a private Instagram account to offer a select group of followers special sneak peeks and early access to sales.</p> <p><img src="https://assets.econsultancy.com/images/0008/2087/Everlane.JPG" alt="" width="400" height="841"></p> <p>By creating an 'inner circle', it ensures followers will feel valued and encourage sharing on their own social media channels, too.</p> <p>Similarly, with new opportunities for social commerce, more brands are cottoning on to how this tactic can directly lead to sales.</p> <p>Michael Kors revamped its #InstaKors campaign earlier this year to include a new shoppable feature.</p> <p>More than just allowing customers to buy, it has created a social loyalty programme, whereby Instagram followers will be able to get their hands on items before anyone else, as well as access unique offers.</p> <p><img src="https://assets.econsultancy.com/images/0008/2086/Instakors.JPG" alt="" width="780" height="492"></p> <p>A great example of how to increase exclusivity through social media rather than dilute it - it's one element of the luxury ecommerce experience that we can expect to see more of in future.</p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/blog/64776-five-great-ecommerce-sites-from-luxury-brands/"><em>Five great ecommerce sites from luxury brands</em></a></li> <li><a href="https://econsultancy.com/blog/64767-where-are-luxury-brands-going-wrong-online/"><em>Where are luxury brands going wrong online?</em></a></li> <li><a href="https://econsultancy.com/blog/66175-louis-vuitton-analysis-of-the-luxury-online-customer-journey/"><em>Louis Vuitton: analysis of the luxury online customer journey</em></a></li> </ul> tag:www.econsultancy.com,2008:TrainingDate/3121 2016-12-05T07:47:16+00:00 2016-12-05T07:47:16+00:00 Social Media and Online PR - Malaysia <p><strong>UK's most popular social media marketing introduction course is now in Malaysia!</strong></p> <p>A 3-day complete course that introduces you to the power of social media marketing &amp; online PR, with real-life international and local case studies. This is a great place to start understanding the impact of social media like Facebook, LinkedIn and Youtube on your business and how to take advantage of these opportunities for your business.</p> tag:www.econsultancy.com,2008:TrainingDate/3120 2016-12-05T07:43:04+00:00 2016-12-05T07:43:04+00:00 Econsultancy's Certificate in Digital Marketing & Google AdWords Qualified Individual Certification **HRDF Claimable** - Malaysia <h3><strong>Course Details</strong></h3> <p>Econsultancy and ClickAcademy Asia are proud to launch the first world-class Certificate in Digital Marketing programme in Malaysia catering to senior managers and marketing professionals who want to understand digital marketing effectively in the shortest time possible. Participants who complete the programme requirement will be awarded the <strong>Econsultancy's Certificate in Digital Marketing</strong> and <strong>Google AdWords Qualified Individual</strong> <strong>Certificate</strong>.</p> <p style="font-weight: normal;">This is a part-time programme with 64 contact hours (total 8 days) spread over 8 weeks. Participants will only be certified after passing the Google AdWords exams and the digital marketing project, and complete at least 52 contact hours. </p> <p style="font-weight: normal;">The part-time programme covers topics ranging from the overview of digital marketing, customer acquisition channels to social media marketing.</p> <p>A special early bird rate of RM10,000/pax is applicable for participants who register one month before course date. (6% GST applicable)</p> <p>For more information and to register, please click <a href="http://www.clickacademyasia.com/classgroup/econsultancys-certificate-in-digital-marketing-google-adwords-certification-my/?id_class=868&amp;utm_source=econsultancy&amp;utm_medium=website&amp;utm_campaign=doublecert-my-aug2016" target="_blank">here</a> <a href="http://www.clickacademyasia.com/training/digital-marketing/certificate-in-digital-marketing"><br></a></p> <h4>For any queries, please call +65 6653 1911 or email <strong><a href="mailto:apac@econsultancy.com" target="_self">apac@econsultancy.com</a></strong> </h4> tag:www.econsultancy.com,2008:BlogPost/68545 2016-12-02T14:27:26+00:00 2016-12-02T14:27:26+00:00 Five ways subscription box services can increase customer retention Nikki Gilliland <p><img src="https://assets.econsultancy.com/images/0008/1637/Customer_retention.JPG" alt="" width="650" height="289"></p> <p>So, how can subscription box services improve retention in the long-term?</p> <p>Here are five ways, as well as a few examples of the techniques in practice.</p> <h3>Offers for loyal customers</h3> <p>Most subscription services entice new users with delivery deals or a lower price for the first three months, and while this remains an effective acquisition strategy, an absence of incentives after this point is likely to be a big reason many jump ship.</p> <p>It’s no coincidence that people tend to cancel after four months – soon after most early offers expire. </p> <p>As a result, there needs to be more of a focus on offers built on loyalty.</p> <p><a href="https://econsultancy.com/blog/68525-how-birchbox-and-trendyol-approach-data-and-personalisation/" target="_blank">Birchbox</a> is one brand that delivers this, using its points program to drive retention. </p> <p>Customers can earn points with each box delivered, as well as when they review samples online. In turn, these can be traded for full sized products - a great incentive to stay signed up.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Finally used my <a href="https://twitter.com/hashtag/birchbox?src=hash">#birchbox</a> points and grabbed this <a href="https://twitter.com/hashtag/benefit?src=hash">#benefit</a> set <a href="https://twitter.com/hashtag/fotd?src=hash">#fotd</a> <a href="https://twitter.com/hashtag/instagram?src=hash">#instagram</a> <a href="https://t.co/yUCb3XLnSE">pic.twitter.com/yUCb3XLnSE</a></p> — LittleMissBeautyBox (@LMbeautyboxes) <a href="https://twitter.com/LMbeautyboxes/status/787941158861275136">October 17, 2016</a> </blockquote> <h3>Options to personalise content</h3> <p>Shorr’s survey found that one in five customers cancel a subscription service because they don’t like the products they receive.</p> <p>One way to combat this is by allowing people to tailor boxes to suit their own tastes. </p> <p>Graze does this with its choice of snack boxes, allowing customers to choose between ‘variety’, ‘light’ or ‘protein’. </p> <p><img src="https://assets.econsultancy.com/images/0008/1638/Graze_boxes.JPG" alt="" width="760" height="455"></p> <p>It also tells consumers about the snacks that are available, listing the nutritional values on its website.</p> <p><img src="https://assets.econsultancy.com/images/0008/1639/Graze_boxes_choice.JPG" alt="" width="600" height="603"></p> <p>While this tactic could negate the ‘surprise’ element that some customers enjoy, there are ways to get around it, such as asking about broad personal preferences and tastes.</p> <p>This could still deliver on the element of surprise, but ensure there is less chance of disappointment. </p> <h3>Flexible plans</h3> <p>Consumers might be reluctant about signing up to a subscription box service because of concerns over difficult cancellations in future.</p> <p>So while many brands might prefer to bury this information, being transparent and flexible on this issue could help to increase levels of trust.</p> <p>Dollar Shave Club is well-known for its personal, easy-going and <a href="https://econsultancy.com/blog/67434-four-brands-with-a-brilliantly-funny-tone-of-voice/" target="_blank">humorous tone of voice</a>, and this extends to how it reassures customers.</p> <p>Using ‘All reward, no risk” as its tagline, it’s encouraging from the start. </p> <p>Likewise, this kind of copy is littered throughout its website, reassuring customers that there are no commitments involved.</p> <p><img src="https://assets.econsultancy.com/images/0008/1640/Cancel_anytime.JPG" alt="" width="358" height="430"></p> <p>Pact Coffee takes this one step further by providing a number of flexible options around frequency and delivery.</p> <p><img src="https://assets.econsultancy.com/images/0008/1650/Pact.JPG" alt="" width="750" height="502"></p> <p>Allowing customers to pause or cancel orders at any time - it gives them the confidence that they are entirely in control.</p> <p>Likewise, the flower subscription service, Bloom &amp; Wild, uses its app to reflect the brand’s flexible approach.</p> <p><img src="https://assets.econsultancy.com/images/0008/1641/Bloom___Wild_app.JPG" alt="" width="780" height="268"></p> <p>As well as allowing users to keep track of orders, it also sends out reminders and special offers – similarly useful tactics for keeping customers happy and engaged.</p> <h3>Custom packaging</h3> <p>Shorr’s survey found that 76% of consumers would be very likely to notice custom packaging versus standard brown paper boxes.</p> <p>One in three have also shared an image on social media to show off a box’s packaging.</p> <p><img src="https://assets.econsultancy.com/images/0008/1646/Custom_packaging.JPG" alt="" width="660" height="307"></p> <p>So, along with the added bonus of inspiring <a href="https://econsultancy.com/blog/67547-10-excellent-examples-of-user-generated-content-in-marketing-campaigns/" target="_blank">user generated content</a>, unique or custom packing is also likely to further a positive response. </p> <p>Not Another Bill – a subscription service that sends out surprise gifts – is a great example of this.</p> <p>Reflecting the brand's premium nature, the box acts as an extension of the overall experience. </p> <p><img src="https://assets.econsultancy.com/images/0008/1647/Not_another_bill.JPG" alt="" width="750" height="446"></p> <p>Consequently, customers are often quick to shout about it on social.</p> <h3>Additional value through content or education</h3> <p>Alongside monetary incentives, customers are more likely to renew their subscription if they are receiving something of additional value.</p> <p>Wine subscription box service, Sip and Learn, uses education.</p> <p>Essentially, the longer a customer is subscribed for – the more they will learn.</p> <p>By using this as the basis for its business model, it means customers are unlikely to cancel before they have reached the end of the 12-box program.</p> <p><img src="https://assets.econsultancy.com/images/0008/1648/Sip_and_Wine_programme.JPG" alt="" width="780" height="533"></p> <p>Similarly, other brands aim to deliver value outside of what’s in the box.</p> <p>Beauty subscription services in particular tend to use <a href="https://econsultancy.com/blog/68205-how-three-beauty-ecommerce-sites-integrate-editorial-content/" target="_blank">online editorial content to engage customers</a>, using expert advice and tips and tricks to help them get the most out of the products, as well as extra content based on general beauty.</p> <p><img src="https://assets.econsultancy.com/images/0008/1649/Glossybox_blog.JPG" alt="" width="750" height="677"></p> <h3>In conclusion...</h3> <p>While attracting new customers is an important part of the subscription box marketing model, it's certainly not the key to success.</p> <p>Rather, it is vital that brands think about long-term strategy.</p> <p>By delivering extra incentives and increased value for loyal customers, cancelling will hopefully be the last thing on their minds.</p> tag:www.econsultancy.com,2008:BlogPost/68591 2016-12-02T14:03:22+00:00 2016-12-02T14:03:22+00:00 All the digital news stories you missed this week Ben Davis <h3>Trump Tower briefly renamed Dump Tower</h3> <p>Over the weekend, Trump Tower was briefly renamed 'Dump Tower' on Google Maps. If that doesn't raise a smile then all hope is lost.</p> <p><a href="http://edition.cnn.com/2016/11/27/politics/dump-tower-trump-google-maps/index.html">More from CNN</a></p> <p><img src="https://assets.econsultancy.com/images/0008/2002/dump.jpg" alt="trump tower" width="307" height="173"></p> <h3>H&amp;M arguably wins Xmas</h3> <p>H&amp;M may have left it late (relatively) to reveal its Christmas ad, but it has certainly hit the mark with a story directed by Wes Andersen and starring Adrien Brody.</p> <p>The ad was created by Adam&amp;Eve/DDB, the same agency that produced <a href="https://econsultancy.com/blog/68512-john-lewis-combines-tv-ad-with-snapchat-lens-and-email/">John Lewis’ Buster the Boxer campaign</a>.</p> <p>It feels like the retailer has taken the advert-as-feature-film to its logical conclusion.</p> <p><iframe src="https://www.youtube.com/embed/VDinoNRC49c?wmode=transparent" width="560" height="315"></iframe></p> <h3>Facebook Messenger launches Instant Games</h3> <p>Facebook has launched Instant Games on Messenger in 30 countries, with an initial 17 games to try.</p> <p>Using HTML5, the games load quickly in your message thread and are designed to be played competitively with friends.</p> <p><img src="https://assets.econsultancy.com/images/0008/2003/ig.png" alt="messenger games" width="600" height="341"></p> <h3>Black Friday stats roundup</h3> <p>Nikki Gilliland has rounded up some <a href="https://econsultancy.com/blog/68587-black-friday-cyber-monday-2016-ecommerce-stats-bonanza/">stats from the annual shopping bonanza</a>.</p> <p>Adobe figures shows that online sales records in the US hit $3.34bn on Black Friday, a 17.7% increase on sales last year.</p> <p>Lego Creator Sets were the top toy, and iPads the top electronics sold.</p> <p>Travel is an increasing hit over this sales period, with data from Sojern showing a 21% increase in flight bookings on Cyber Monday compared to the previous Monday (this figure was only 9% in 2015).</p> <p><em>Lego was a favourite on Black Friday</em></p> <p><img src="https://assets.econsultancy.com/images/0008/1970/Lego.JPG" alt="lego" width="536" height="345"></p> <h3>Important chihuahua news</h3> <p>This week Virgin America began its <a href="https://www.virginamerica.com/cms/about-our-airline/press/2016/virgin-america-unleashes-tinydogstinyfares-cyber-monday-deal.html">#TinyDogsTinyFares</a> Cyber Monday deal, with cheaper seats and a pledge for each booking from Virgin America of $10 to animal charities.</p> <p>The move coincides with 'Operation Chihuahua' airlift – where the airline flies Chihuahuas from San Francisco (which has an epidemic of pound chihuahuas) to New York and new homes.</p> <p>It goes without saying, the promo video is too good to miss.</p> <p><iframe src="https://www.youtube.com/embed/6znipyolCMQ?wmode=transparent" width="560" height="315"></iframe></p> <h3>Nokia phones will be back in 2017</h3> <p>Nokia has signed a 10-year brand licensing deal with Finnish startup HMD, which will produce a range of smartphones and feature phones.</p> <p>The company is confident that the brand still carries enough weight to compete, particularly selling feature phones to markets such as Russia and Africa.</p> <p><a href="http://www.telegraph.co.uk/technology/2016/12/01/new-nokia-phones-revealed-early-2017/">More from The Telegraph.</a></p> <h3>Napoleon Dynamite sells cheesy tots for Burger King</h3> <p>Burger King continues to listen to its fans online and introduce retro menu items they have been pining for.</p> <p>Last year it was chicken fries, now it's cheesy tots. And they've managed to get Napoleon Dynamite to advertise them. Genius. </p> <p><iframe src="https://www.youtube.com/embed/bNSZIEG7gRg?wmode=transparent" width="560" height="315"></iframe></p> <h3>Accenture Interactive acquires Karmarama</h3> <p>The trend for consultancies buying agencies hits the UK, with Accenture Interactive buying the large independent Karmarama.</p> <p><a href="https://econsultancy.com/blog/68570-consultancies-are-buying-agencies-what-does-it-mean-for-marketing/">We took a look at what the trend means for marketing.</a> </p> <p><img src="https://assets.econsultancy.com/images/resized/0008/1842/karma-blog-flyer.png" alt="karmarama" width="470" height="321"></p> <h3>Clarkson, Hammond and May launch DriveTribe</h3> <p>The former Top Gear trio this week launched DriveTribe, a motoring community online which they hope will become as synonymous with automotive user generated content as TripAdvisor is for travel.</p> <p>DriveTribe is backed by 21st Century Fox and other equity firms, and is a completely separate venture to Prime's The Grand Tour.</p> <p><a href="https://econsultancy.com/blog/68576-we-take-a-spin-through-clarkson-may-hammond-s-drivetribe-network">We took a spin around the new platform</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/1912/Screen_Shot_2016-11-30_at_11.03.27.png" alt="drive tribe" width="615" height="318"></p> <h3>Netflix now allows download to watch offline</h3> <p>Bringing its functionality level with Amazon Prime, Netflix <a href="https://media.netflix.com/en/company-blog/downloads-make-it-even-easier-to-watch-netflix-on-the-go">now allows app users</a> to download shows in order to watch offline.</p> <p><img src="https://assets.econsultancy.com/images/0008/2004/download.png" alt="netflix download" width="300" height="533"></p> <h3>Amazon grocery stores to open soon</h3> <p><a href="https://www.ft.com/content/8aa89e26-b1b9-11e6-a37c-f4a01f1b0fa1">The Financial Times reports</a> that Amazon is soon to open two grocery stores in Seattle.</p> <p>Both stores will be similar to drive-throughs, with customers able to collect groceries they have ordered online.</p> <p>The move is Amazon's latest push into groceries, a market where the logistics specialist sees room for considerable growth.</p> tag:www.econsultancy.com,2008:TrainingDate/3108 2016-12-02T05:10:31+00:00 2016-12-02T05:10:31+00:00 Social Media and Online PR - Singapore <p>This intensive 2-day course is UK’s most popular introduction to social media marketing and online PR training. This is a great place to start understanding the impact of social media like Facebook, LinkedIn and Youtube on your business and how to take advantage of these opportunities for your business.</p> tag:www.econsultancy.com,2008:BlogPost/68586 2016-12-01T10:58:00+00:00 2016-12-01T10:58:00+00:00 The 10 most shared video adverts of 2016 Ben Davis <h3>10. 7 Eleven Thailand: Teachers - 792,328 shares</h3> <p>We've only shown the top 10 ads here, but the top 20 list shows how video advertising is growing all around the world, with creative from 10 different countries appearing on the list.</p> <p>The UK, US, Denmark, Egypt, Thailand, Bangladesh, India, Norway, the Philippines and Indonesia are all represented.</p> <p><iframe src="https://www.youtube.com/embed/kktv5MWRmpY?wmode=transparent" width="560" height="315"></iframe></p> <h3>9. Cadbury's Dairy Milk: Aliens - 852,895 shares</h3> <p>Dig that Euro pop.</p> <p><iframe src="https://www.youtube.com/embed/ZNRSHr3b4uA?wmode=transparent" width="560" height="315"></iframe></p> <h3>8. Ariel: #sharetheload - 877,558 shares</h3> <p><iframe src="https://www.youtube.com/embed/wJukf4ifuKs?wmode=transparent" width="560" height="315"></iframe></p> <h3>7. Doritos: Ultrasound - 893,465 shares</h3> <p>For more analysis, see: <em><a href="https://econsultancy.com/blog/67511-why-the-super-bowl-50-commercials-were-social-media-failures/">Why the Super Bowl 50 commercials were social media failures</a>.</em></p> <p><iframe src="https://www.youtube.com/embed/vH2LsFcWOFY?wmode=transparent" width="560" height="315"></iframe></p> <h3>6. Nike: The Switch - 969,650 shares</h3> <p>For more analysis, see: <em><a href="https://econsultancy.com/blog/67937-euro-2016-marketing-creative-smart-prestigious-controversial/">Euro 2016 marketing creative: smart, prestigious, controversial</a>.</em></p> <p><iframe src="https://www.youtube.com/embed/scWpXEYZEGk?wmode=transparent" width="560" height="315"></iframe></p> <h3>5. OK Go &amp; S7 Airlines: Upside Down and Inside Out - 1,240,842 shares</h3> <p><iframe src="https://www.youtube.com/embed/LWGJA9i18Co?wmode=transparent" width="560" height="315"></iframe></p> <h3>4. Vodafone: Ramadan 2016 - 1,435,350 shares</h3> <p><iframe src="https://www.youtube.com/embed/wtGnenSS9_o?wmode=transparent" width="560" height="315"></iframe></p> <h3>3. Shell: Best Day Of My Life | #makethefuture - 1,683,072 shares</h3> <p><iframe src="https://www.youtube.com/embed/eCs8kqUng4s?wmode=transparent" width="560" height="315"></iframe></p> <h3>2. Channel 4: We Are The Superhumans - 1,851,533 shares</h3> <p>Sport has had a big impact on advertising this year.</p> <p>Channel 4 takes second spot, with the top 20 most-shared ads also including creative aimed at the Euro 2016 football championship and Super Bowl 50.</p> <p><iframe src="https://www.youtube.com/embed/IocLkk3aYlk?wmode=transparent" width="560" height="315"></iframe></p> <h3>1. John Lewis - #BusterTheBoxer - 1,949,387 shares</h3> <p>The trampoline-sales-boosting ad has become makes the fifth most-shared Christmas ad of all time and the most-shared John Lewis ad ever.</p> <p><iframe src="https://www.youtube.com/embed/sr6lr_VRsEo?wmode=transparent" width="560" height="315"></iframe></p> <p>Ian Forrester, Global VP of Insight at Unruly, said: “Social video has dramatically evolved. Brands are adding emotional intelligence and great storytelling to digital advertising."</p> <p>He continued, "We’ve also seen the most successful creatives bubbling up from a vast range of countries and cultures, showing how digital video can break down national boundaries and become a truly global conversation." </p> <p>The average runtime for the top 20 videos was 2:49, partially driven by 7 Eleven’s Thai ad “Teachers”, which is close to nine minutes long. Other brands to make it in the top 20, which aren't all showcased here, include McDonald’s, Volkswagen and Mentos.</p> tag:www.econsultancy.com,2008:BlogPost/68581 2016-12-01T10:06:30+00:00 2016-12-01T10:06:30+00:00 10 of the best social media stories from November 2016 Nikki Gilliland <p>Naturally, November’s been a blockbuster month for brands kicking off Christmas-related marketing, but there’s also been some big news from Facebook, Vine, Snapchat and more.</p> <h3>John Lewis’s Christmas advert becomes the brand’s most-shared</h3> <p>It’s a hotly anticipated part of November - even kicking off Christmas for some – so this year’s John Lewis Christmas advert was bound to generate a lot of excitement.</p> <p>While ‘Buster the Boxer’ has been criticised for being slightly underwhelming, it still managed to become the brand’s most-shared ad ever.</p> <p>Now with over 1.76m shares, it has overtaken last year’s ‘Man on the Moon’.</p> <p>If you’re not sick of it just yet, you can also see John Lewis’s most famous <a href="http://www.johnlewis.com/inspiration-and-advice/family/lego-christmas-advert" target="_blank">Christmas ads in Lego form</a> if you visit the brand’s Oxford Street store. </p> <p>Because, well, why not?</p> <p><img src="https://assets.econsultancy.com/images/0008/1926/Lego_John_Lewis.JPG" alt="" width="646" height="434"></p> <h3>Pret’s alternative Christmas ad</h3> <p>From the rest of the Christmas ads, we’ve particularly enjoyed <a href="https://econsultancy.com/blog/68551-why-asda-and-waitrose-have-won-the-battle-of-the-xmas-tv-adverts-in-2016" target="_blank">Asda and Waitrose</a>, however Pret’s alternative advert has also caught our eye.</p> <p>Highlighting Pret’s Apprenticeship Scheme and its efforts to break the cycle of homelessness, it has received high praise for its philanthropic theme.  </p> <p>A lovely, memorable little film – it’s refreshing to see a brand focus on social good.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The cycle of homelessness is hard to break. With your support, we’re able to help people like Mark, Sabina and Jay. <a href="https://t.co/U2XCRZag89">https://t.co/U2XCRZag89</a></p> — Pret (@Pret) <a href="https://twitter.com/Pret/status/799227919684009984">November 17, 2016</a> </blockquote> <h3>The demise of Vine</h3> <p>While it was announced at the end of October, it’s probably taken a while for news of Vine’s closure to sink in, so we’re including it here…</p> <p>With concerns over its profitability and having been overshadowed by Snapchat and Instagram in recent years, Twitter made the decision to shut down the video-sharing app.</p> <p>It has been said that a website will continue to host already created clips, which at least means classics like this won’t be lost forever…</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Check out Kierra Santillan's post on Vine!<a href="https://t.co/ogYPUGhePn">https://t.co/ogYPUGhePn</a> It's hilarious</p> — Aria (@ariahall123) <a href="https://twitter.com/ariahall123/status/635937551346352128">August 24, 2015</a> </blockquote> <h3><strong>Instagram introduces live video</strong></h3> <p><a href="https://econsultancy.com/blog/68142-instagram-stories-what-do-marketers-need-to-know/" target="_blank">Instagram Stories</a> had a mixed response from users when it first launched in August. Now the brand is hoping to gain back favour with two brand new features.</p> <p>The first is Instagram Live, which allow users to stream live video to their followers and see real-time responses. </p> <p>Though it sounds identical to other video platforms, the major difference is that the video will disappear forever as soon as the broadcast ends.</p> <p>The second feature is an update to direct messages, which now allows users to send photos and videos privately rather than just communicate in text form. </p> <p><iframe src="https://player.vimeo.com/video/192221148" width="640" height="480"></iframe></p> <h3>Tinder updates its gender options</h3> <p><a href="https://econsultancy.com/blog/68511-how-tinder-is-encouraging-millennials-to-make-more-meaningful-connections/" target="_blank">Tinder</a> announced this month that users will be able to choose a gender other than male or female.</p> <p>Saying that "no matter how you identify, you can express your authentic self on Tinder" - it has introduced 37 different genders, which users can choose to display on their bio if they wish.</p> <p>The update is part of the app's stong stance against bullying and harassment.</p> <p><iframe src="https://www.youtube.com/embed/XP90QAnmaA4?wmode=transparent" width="656" height="367"></iframe></p> <h3>Snapchat sells Spectacles from Snapbot</h3> <p>Sorry about the alliteration overload, but earlier this month, Snapchat started selling its much-hyped smart glasses from a pop-up vending machine in the US.</p> <p>The Snapbot first popped up in Venice Beach, selling the Spectacles for $130. </p> <p>According to reports, it's been very difficult to track down so far, with Snapbot sneakily popping up with minimal notice.</p> <p>You can find out where it's headed next on its <a href="https://www.instagram.com/snapbotsightings/">Instagram account</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/1929/Snapbot_sightings.JPG" alt="" width="750" height="554"></p> <h3><strong>Facebook to tackle fake news</strong></h3> <p>Since the US election was decided on November 8th, concern over Facebook’s involvement in the proliferation of fake news has increased.</p> <p>In response, Mark Zuckerberg published two posts addressing the problem and outlining the platform’s attempts to tackle it.</p> <p>Despite maintaining that “the percentage of misinformation is relatively small”, he relented that a lot more could be done to prevent it, largely by refining and improving the Facebook’s current detection tools.</p> <p><img src="https://assets.econsultancy.com/images/0008/1927/Mark_Zuckerberg_statement.JPG" alt="" width="450" height="562"></p> <h3><strong>Facebook overestimates metrics once again</strong></h3> <p>It’s not been the best month for Facebook, has it?</p> <p>The platform admitted that it has miscalculated engagement metrics, reporting inflated figures on organic reach as well as errors relating to Instant Articles and referrals via apps.</p> <p>This is the second time in just a few months that Facebook has reported this kind of discrepancy, having <a href="https://econsultancy.com/blog/68332-should-marketers-be-more-concerned-about-facebook-s-video-metrics-faux-pas/">admitted overestimating video ad views in September</a>.</p> <p>Now, the platform is promising to work with more third-parties on verifying its data.</p> <p><img src="https://assets.econsultancy.com/images/0008/1928/Facebook_metrics.JPG" alt="" width="619" height="597"></p> <h3><strong>#MannequinChallenge</strong></h3> <p>There’s always some kind of social media craze doing the rounds, and this November it was the Mannequin Challenge.</p> <p>If you’ve somehow yet to see it, it basically involves people pretending to be mannequins while music plays in the background.</p> <p>Rather pointless yet mildly entertaining – especially when celebrities get involved.</p> <p><iframe src="https://www.youtube.com/embed/az1QhQZOUbI?wmode=transparent" width="854" height="480"></iframe></p> <h3><strong>Lidl launches Twitter ‘Price Drop’ campaign</strong></h3> <p>In a supposed ‘social first’, <a href="https://econsultancy.com/blog/68552-why-lidl-s-xmas-social-price-drop-campaign-is-no-turkey" target="_blank">Lidl launched a Christmas campaign</a> to allow consumers get their hands on festive food and drink for less.</p> <p>The idea is that the more users tweet about a product, the lower its price drops.</p> <p>So far, customers have gotten their mitts on lobster and serrano ham at bargain prices, resulting in a lot of positive sentiment for the brand on social.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Thanks to your tweets, for ONE DAY ONLY we’ve dropped our Serrano Ham to just £26.99. In store all day Saturday. <a href="https://twitter.com/hashtag/LidlSurprises?src=hash">#LidlSurprises</a> <a href="https://t.co/M8OVficAl7">pic.twitter.com/M8OVficAl7</a></p> — Lidl UK (@LidlUK) <a href="https://twitter.com/LidlUK/status/803909910199144448">November 30, 2016</a> </blockquote> tag:www.econsultancy.com,2008:BlogPost/68576 2016-11-30T14:59:00+00:00 2016-11-30T14:59:00+00:00 We take a spin through Clarkson, May & Hammond's DriveTribe network Ben Davis <p>CEO Ernesto Schmitt described the platform <a href="http://uk.businessinsider.com/story-behind-jeremy-clarkson-drive-tribe-2016-9">to Business Insider</a>:</p> <p>"We are taking a sector via a channel and augmenting it with a community around the concept of a tribe.</p> <p>"..We use the <a href="https://econsultancy.com/blog/68496-10-examples-of-ai-powered-marketing-software/">power of the machine</a> to figure out exactly what kind of content fits with what individual. We have invested a lot into machine learning, it is a platform that can have infinite combinations and permutations around who receives what content.</p> <p>"It then presents that content where users are without friction, which is primarily on their social media timelines."</p> <p>Yep, that's the first thing to note about DriveTribe - it requires Facebook login. Lord knows how many email addresses it must have hoovered up already, as the millions of Prime viewers filter down to DriveTribe and click the signup button.</p> <p>Twitter login is apparently coming soon, too.</p> <p><img src="https://assets.econsultancy.com/images/0008/1908/Screen_Shot_2016-11-30_at_10.44.51.png" alt="drive tribe" width="615" height="340"> </p> <p>The DriveTribe homepage immediately appeals to fans of the trio, with a typically brazen quote from Clarkson, a video background full of wheelspin, and a compilation video showing content from various tribes.</p> <p><img src="https://assets.econsultancy.com/images/0008/1907/Screen_Shot_2016-11-30_at_10.45.16.png" alt="clarkson drive tribe" width="615" height="239"> </p> <p>Like any digital content platform worth its salt, it asks me to select some preferences from the get go, so it can personalise my experience. </p> <p>There are 25 tribes I can choose from on this initial page, as niche as bad modifications and as broad as Jeremy's Alpha Male tribe.</p> <p><img src="https://assets.econsultancy.com/images/0008/1909/Screen_Shot_2016-11-30_at_10.53.09.png" alt="pick a tribe" width="615" height="318"> </p> <p>That's all there is to setting up an account, and I'm taken to the homepage, which highlights most discussed posts, influential users and most active tribes.</p> <p>Below that is an infinite scroll of posts from users in the tribes that I follow.</p> <p>It's an incredibly simple platform to navigate, clicking into and out of tribes, users and posts.</p> <p><img src="https://assets.econsultancy.com/images/0008/1910/Screen_Shot_2016-11-30_at_11.01.52.png" alt="drive tribe" width="615" height="319"> </p> <p>The network has already garnered a lot of interaction. Click on a tribe or a post and you'll see how many 'bumps' (Likes) it has had.</p> <p>Jeremy's tribe already boasts 135,000 bumps. </p> <p><img src="https://assets.econsultancy.com/images/0008/1912/Screen_Shot_2016-11-30_at_11.03.27.png" alt="drive tribe" width="615" height="318"> </p> <p>Clarkson's posts have hundreds of comments, too, many of them saying "love the show", showing the power the three stars have in pulling fans from one medium to another.</p> <p>Jeremy's articles are very good, in that they perfect the Clarkson sneer. Click through on the picture below and you'll find prose such as the following:</p> <p>"If you are extremely poor, then I can see why a small motorcycle makes sense. It sips fuel like a vicar sips his tea and at night, you can remove the engine and use it to pump water into your house from a muddy puddle in the road."</p> <p><a href="https://drivetribe.com/p/EuWa19QPRR6LqPzYjmQfMQ/RkfJOS3BQF6WUc-T6oPYdQ"><img src="https://assets.econsultancy.com/images/0008/1921/Screen_Shot_2016-11-30_at_12.05.37.png" alt="drive tribe article" width="600" height="417"></a> </p> <p>As you can see from the screenshot above, articles can be shared, reposted, bumped or commented on.</p> <p>Users can also create their own tribes and their own posts.</p> <p>It's a very simple little publishing tool that slides out from the right hand side of the page, however it is not exactly a WYSIWYG editor to rival publishing platforms such as Medium.</p> <p>One can simply add 500 characters and upload photographs or video, but I wasn't able to create an article including pictures (like Jeremy evidently can do above).</p> <p>In essence, what I can create are Instagram style posts. Here's an example from another user.</p> <p><img src="https://assets.econsultancy.com/images/0008/1922/Screen_Shot_2016-11-30_at_13.39.31.png" alt="drive tribe post" width="400"></p> <p>There's not much to complain about with the platform. I couldn't figure out how to sign out, though perhaps I simply had to log out of Facebook in my browser to do so.</p> <p>I saw quite a bit of spam and an inappropriate comment or two (see below) but posts and users can be easily reported and comments can be flagged.</p> <p>This kind of problem comes with any user generated content.</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/1911/screen_shot_2016-11-30_at_11.02.13-blog-flyer.png" alt="spam on drive tribe" width="470" height="466"> </p> <p><em>I reported Angella Cross</em></p> <p><img src="https://assets.econsultancy.com/images/0008/1916/Screen_Shot_2016-11-30_at_11.15.32.png" alt="spam profile" width="615" height="313"></p> <p>Search works well - I can find tribes or people - and I can add a nice bio and link to my profile.</p> <p><em>Here I am searching for motorbikes</em></p> <p><img src="https://assets.econsultancy.com/images/0008/1915/Screen_Shot_2016-11-30_at_11.10.23.png" alt="drive tribe" width="615" height="316"></p> <p>Most importantly, for any social-fuelled network, DriveTribe has Android and iOS apps.</p> <p>I had a quick look around the iOS app and it's very simply and elegantly laid out.</p> <p>The homepage is again an infinite scroll of posts (labelled 'feed') from tribes I follow, there's always a red button encouraging me to create posts in the footer menu, alongside four main tabs (feed, tribes, search, alerts).</p> <p>Everything is easy to read and navigate.</p> <p><img src="https://assets.econsultancy.com/images/0008/1923/IMG_3436.png" alt="drive tribe app" width="250">  <img src="https://assets.econsultancy.com/images/0008/1918/app1.jpeg" alt="drive tribe app" width="250"></p> <h3>In summary </h3> <p>Even by reading my very brief whizz through DriveTribe, you should be able to tell just how usable the platform is.</p> <p>There are definitely no gripes on the UX front and each tribe seems to be thriving, considering DriveTribe was only officially launched a couple of days ago.</p> <p>The plan is to offer paid and native advertising across the site and presumably across Facebook. There's no doubt this could be a potentially very powerful tool for the automotive sector.</p> <p>Knowing what types of content users are engaging with, alongside all their Facebook data, will surely mean that manufacturers could easily find a valuable target audience here.</p> <p>They could create their own content, too, if DriveTribe eventually allows for official manufacturer accounts.</p> <p>With the confluence of an incredibly successful TV show, its enigmatic stars, a slick social platform and a sector arguably made up of digital laggards, DriveTribe has an intriguing position in automotive publishing.</p> <p><strong><em>Now read:</em></strong></p> <ul> <li><a href="https://econsultancy.com/blog/67877-how-automotive-brands-are-blurring-the-lines-between-digital-reality/">How automotive brands are blurring the lines between digital and reality</a></li> <li><a href="https://econsultancy.com/blog/67700-what-can-automotive-brands-learn-from-the-tesla-website/">What can automotive brands learn from the Tesla website?</a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68568 2016-11-29T11:42:12+00:00 2016-11-29T11:42:12+00:00 Three reasons behind Dominos’ digital sales boost Nikki Gilliland <p>So, what’s behind the boost?</p> <p>Here’s a few reasons why Domino's is still taking a fairly hefty slice of the takeaway market, even in the face of competition with <a href="https://econsultancy.com/blog/68206-ubereats-vs-deliveroo-a-comparison-of-the-app-user-experience/" target="_blank">Deliveroo and UberEats</a>.</p> <h3>Embracing innovation</h3> <p>You might have seen Domino’s partaking in a number of unusual stunts this year. </p> <p>Despite occurring in other countries, many have resulted in UK media coverage due to their innovative and experimental use of new technology.</p> <p>The latest stunt involved a New Zealand couple getting their Domino’s pizza specially delivered by a drone - a result of the brand’s partnership with drone company, Flirtey.</p> <p><img src="https://assets.econsultancy.com/images/0008/1812/Domino_s_Drone.JPG" alt="" width="780" height="471"></p> <p>Described by Domino's Group CEO and Managing Director, Don Meij, as a way to "avoid traffic congestion and safely reduce delivery time and distance" – it offered an exciting glimpse into the possibilities this type of tech could present in future. </p> <p>In a similar event in Australia, Domino’s trialled an autonomous robot designed to deliver pizzas at street-level without the need for human navigation. </p> <p>While it seemed even more gimmicky than the aforementioned drone example, it still demonstrated Domino’s intent to push the boundaries of fast-food delivery.</p> <h3>Utilising social</h3> <p>As well as large-scale technology, Domino’s has been ramping up efforts to make ordering as easy as possible through everyday social platforms.</p> <p>It created its very own <a href="https://econsultancy.com/blog/68184-domino-s-introduces-dom-the-pizza-bot-for-facebook-messenger/">social media chatbot, Dom the pizza bot</a>, allowing users to order via Facebook Messenger with a single word or emoji.</p> <p>This is not the only example of Domino’s capitalising on its large social following. </p> <p>It’s also been making use of <a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live/" target="_blank">Facebook Live</a>, recently offering users the chance to win a year’s supply of pizza in a special art-themed online auction.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2FDominosPizza%2Fposts%2F10157732659530453%3A0&amp;width=500" width="500" height="646"></iframe></p> <p>Part of its campaign for the new Italiano range, it also allowed the brand to align online and offline marketing by transforming its stores into 'Pizz-Art Galleries'. </p> <p>Both of these examples show how Domino’s is keen to capture interest and excitement in the online spaces that its audience use the most.</p> <p>While it might not have generated many actual sales through Dom, the awareness it (or should I say he?) created was certainly valuable.</p> <h3>Improving mobile </h3> <p>Mobile is big business for the takeaway food market. <a href="https://www.comscore.com/Insights/Data-Mine/How-Food-Delivery-Services-Have-Kept-Customers-Reaching-For-The-Phone" target="_blank">Comscore reported</a> that 11m Brits visited one of the top three food delivery sites via a mobile device or PC during March of this year. </p> <p>What’s more, out of Domino’s 3m monthly users, around 70% are said to be mobile-only.</p> <p>Luckily for these customers, the brand made its website fully responsive in 2015 – a move that helped to <a href="http://internetretailing.net/2016/07/amazon-dash-dominos-pizza-online-changing-takeaway-food-delivery/" target="_blank">increase mobile conversions by an impressive 62%</a>. </p> <p><img src="https://assets.econsultancy.com/images/0008/1813/Dominos_mobile.JPG" alt="" width="200"> <img src="https://assets.econsultancy.com/images/0008/1814/Dominos_mobile_2.JPG" alt="" width="200"></p> <p>As well as this, it has introduced even more features to its popular mobile app, such as a one-touch ordering button for extra ease.</p> <p>Domino's also allows users to order via their Apple Watch or Amazon Echo device, taking an overarching ‘convenience-first’ approach rather than just a mobile one.</p> <h3>In conclusion...</h3> <p>Despite the popularity of Deliveroo and Just Eat, Domino’s Pizza has retained its appeal to fast-food lovers.</p> <p>Combining an increasingly innovative approach to delivery with a confident social media strategy it remains in a strong position, with the online sales to prove it.</p>