tag:www.econsultancy.com,2008:/topics/twitter Latest Twitter content from Econsultancy 2016-09-09T13:17:24+01:00 tag:www.econsultancy.com,2008:BlogPost/68224 2016-09-09T13:17:24+01:00 2016-09-09T13:17:24+01:00 How should brands plan their content distribution strategy? Nikki Gilliland <p>When it comes to creating <a href="https://econsultancy.com/training/courses/digital-content-strategy/">a successful content strategy</a>, clever distribution plays an increasingly important part.</p> <p>We recently sat down with Jack Swayne, Chief Strategy and Analytics Officer at iProspect, to get his thoughts on how brands should plan content distribution strategies. </p> <p>You can watch the video in full, or read my three key takeaways below.</p> <p><iframe src="https://www.youtube.com/embed/V8IfPHyyNFQ?list=PL1-kPkZBw50G5af50RWyZQktGWjOkGxLI&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3><strong>1. Determine how the target audience typically engages</strong></h3> <p>Not everyone accesses content in the same way.</p> <p>When it comes to social media for example, there are two distinct groups. </p> <p>First, there are <strong>the spectators</strong> - people who use social networks to passively view content but not contribute.</p> <p>Perhaps they use it to keep up with friend’s photos, but wouldn’t ever comment on a brand post.</p> <p>Then there are <strong>the commentators</strong> – those who actively engage by commenting and participating in discussions.</p> <p>These people are more likely to use multiple platforms, such as Twitter and Instagram, and have a heavier social media presence overall.</p> <h3><strong>2. Shape strategy according to audience behaviour</strong></h3> <p>By using data to find out who an audience segment is as well as how they behave online, brands can directly shape a more successful strategy. </p> <p>From the type of content used, whether it be video or a text-based article, to when and where the content is published – brands should always consider the target consumer first.</p> <p>This type of strategy is far more effective than blindly hoping content stays at the top of news feeds.</p> <h3><strong>3. Use the right KPIs</strong></h3> <p>Another way for brands to effectively plan content distribution is to ensure the right KPIs are being used to measure success.</p> <p>Take social for example, where Facebook shares and Likes are typically the scale on which success is measured.</p> <p>However, if a brand’s target audience happens to be those in the spectator category, it’s highly unlikely that they will engage with it in this way. </p> <p>As a result, this would be the wrong type of measurement to use.</p> <p>Of course, that’s not to say that Facebook shares are not valuable, but this would not be indicative of how a particular segment is engaging. </p> <p>Instead, measuring it against a different KPI, such as click-throughs to a brand website, could prove far more insightful.</p> <p><strong>You'll find more interviews like this one <a href="https://www.youtube.com/playlist?list=PL1-kPkZBw50G5af50RWyZQktGWjOkGxLI" target="_blank">here</a>.</strong></p> tag:www.econsultancy.com,2008:BlogPost/68275 2016-09-07T15:10:00+01:00 2016-09-07T15:10:00+01:00 Ted Baker unveils shoppable video & Google voice search stunt for AW16 campaign David Moth <p>UK customers can also view the shoppable video on Selfridges’ site, while Nordstrom is the US partner for the ‘Mission Impeccable' campaign.</p> <p>The film portrays T.E.D. as the leader of a spy agency that is out to thwart a ‘couture catastrophe’. </p> <p>Here's the video, without the shoppable element.</p> <p><iframe src="https://www.youtube.com/embed/8FrB663mBns?wmode=transparent" width="640" height="360"></iframe></p> <p>Ted Baker has also partnered with Google’s <a href="https://econsultancy.com/blog/67213-google-voice-search-update-in-pictures/">voice search</a> to bring a further interactive element to the retail experience.</p> <p>If users ask Google one of the slogans written on Ted Baker’s shop windows around the UK they will be entered into a prize draw and can access extra information about the film’s characters.</p> <p>So, in the grand tradition of Econsultancy blog posts, we must ask... is it any good?</p> <h3>The shoppable video</h3> <p>I’ve never been entirely sold on the idea of shoppable video, and unfortunately this campaign hasn’t won me over.</p> <p>In my opinion the creative idea in the video is quickly lost as the viewer gets distracted trying to identify things they can click on. It becomes a bit like a game of whack-a-mole.</p> <p><a href="http://www.tedbaker.com/uk/Mens/c/category_mens">The Mission Impeccable video</a> begins with instructions on how to add items to your ‘vault’.</p> <p><img src="https://assets.econsultancy.com/images/0007/8880/Ted_Baker_video.png" alt="" width="800" height="428"></p> <p>Initially I thought this meant I had to press the '+' button on my keyboard to add items to my basket, but in fact you just click the icon with your mouse.</p> <p>The total number of items you’ve clicked is totted up in the top right hand corner, and the products also appear lower down the screen below the video.</p> <p>It’s an interesting concept and the video is very slick, but I’m not convinced by the execution.</p> <p>Take this shot for example. It’s dimly lit, and there are too many options on screen. </p> <p><img src="https://assets.econsultancy.com/images/0007/8881/Ted_Baker_video_2.png" alt="" width="800" height="429"></p> <p>The viewer has to pause the video to get a decent look at the items, and it’s not entirely clear what I’m adding to my basket.</p> <p>Equally, by having to regularly pause the film to browse the items on screen, you lose track of the storyline.</p> <p>That said, Ted Baker previously tested shoppable video technology last Christmas and sales of the featured products increased by 30%.</p> <h3>Voice search</h3> <p>After spotting this tweet I skulked off into the office stairwell so nobody would hear me tell my Samsung that ‘The gatekeeper’s Paisley is loud and crude.’</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Head to Ted’s Regent St store and play with the interactive windows - there’s £1000 up for grabs <a href="https://twitter.com/hashtag/MissionImpeccable?src=hash">#MissionImpeccable</a> <a href="https://t.co/yDYpaGfY13">pic.twitter.com/yDYpaGfY13</a></p> — Ted Baker (@ted_baker) <a href="https://twitter.com/ted_baker/status/773468356351520768">September 7, 2016</a> </blockquote> <p>The secret website was then presented as a <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">paid search</a> result. In hindsight this delivery method is quite obvious, but I was pleasantly surprised and think it’s a good creative idea.</p> <p>I doubt there are many people bidding on that keyphrase either (see more <a href="https://econsultancy.com/blog/62270-six-examples-of-effective-ppc-and-seo-campaigns/">creative uses of PPC</a>)</p> <p><img src="https://assets.econsultancy.com/images/0007/8874/ted_baker_ppc.png" alt="" width="300">  <img src="https://assets.econsultancy.com/images/0007/8875/ted_baker_passcode.png" alt="" width="300"></p> <p>The landing page displays an animated Gif of my password being accepted, before giving me a code that can be shown in-store to claim a prize.</p> <p>My curiosity piqued, I wandered the short distance to Regents Street where the friendly staff were ready and waiting for customers to walk in demanding freebies.</p> <p>The process of claiming a prize will likely become a bit slicker once the staff have had some practice, but after the briefest of waits I was eventually given the choice of a shave at a Ted Baker salon or a branded backgammon set.</p> <p>I opted for the latter.</p> <p>Upon exiting the shop I noticed several people outside speaking the code words into their phones, so the campaign already seems to be attracting some interest.</p> <h3>In conclusion...</h3> <p>While I like the concept behind this multichannel campaign, I'm still not convinced by the shoppable video.</p> <p>Personally I like to take a bit of time when shopping rather than trying to quickly click on random products before they disappear off screen.</p> <p>That said, the previous shoppable video campaign yielded good results for Ted Baker and it provides some good PR value.</p> <p>The voice search element is also very clever and I really like the execution. It's quick, simple and will help to entice people in-store.</p> <p>Overall I like the Mission Impeccable creative, but I think shoppable video is a technology I'll never get on board with.</p> tag:www.econsultancy.com,2008:BlogPost/68251 2016-09-01T10:20:21+01:00 2016-09-01T10:20:21+01:00 Five reasons to use Twitter's new embeddable DM button Ben Davis <h3>1. Fewer contacts</h3> <p>Brands must be sure their settings allow anyone to message them on Twitter before embedding a Message button on their site.</p> <p>Once the button has been added, there's a clear advantage over a simple tweet, as users have 10,000 characters in which to detail their enquiry.</p> <p>Brands may feel that encouraging customers to send a DM instead of a tweet could be a better solution for tracking and answering more obscure problems (one query to read, instead of three tweets, for example).</p> <p>Many brands with large amounts of customer service to do often have <a href="https://econsultancy.com/blog/64255-why-do-online-retailers-need-live-chat/">their own live chat functionality</a> and will naturally push questions there, but for those that don't, DMs could be a neat solution.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Announcing our new Message button. Now people can easily slide into your DMs from your website. Get yours now! <a href="https://t.co/ash9ouvgzu">https://t.co/ash9ouvgzu</a></p> — TwitterDev (@TwitterDev) <a href="https://twitter.com/TwitterDev/status/768470500146286592">August 24, 2016</a> </blockquote> <h3>2. Privacy</h3> <p>Messages are private, tweets are not.</p> <p>Many tweet exchanges between customers and brands end up being moved to DM anyway, as the brand may ask for sensitive information.</p> <p>Encouraging customers to DM in the first place removes this slightly clunky interaction, and a cynic might say that is also reduces public negative sentiment on social (even if only slightly).</p> <h3>3. Not just for customer service</h3> <p>Often I write an article and invite readers to email in. Though simple HTML allows one click to launch email software, this often isn't configured correctly at the reader's end, and they inevitably have to cut and paste an email address into another window, add a subject etc.</p> <p>That can be surprisingly difficult when busy and multitasking. Adding a Twitter DM button gives a quick way to solicit responses from readers.</p> <p>For example, soliciting feedback on an idea, asking for suggestions, crowdsourcing wisdom or even receiving competition entries.</p> <p><img src="https://assets.econsultancy.com/images/0007/8678/Screen_Shot_2016-08-31_at_14.33.16.png" alt="message button" width="250"></p> <h3>4. No bounces</h3> <p>There are obvious reasons why email is still considered the predominate form of digital communication with brands.</p> <p>Email is required to make a purchase and is the very much the basis of CRM i.e. the customer identifier.</p> <p>However, what email can be a bit rubbish at is actually getting your message to the customer - it may hit a spam folder, or lie in the social tab of Gmail, unnoticed.</p> <p>As social CRM and messaging is still in relative infancy for brands, a Twitter DM from a brand will arguably stand out more and always hit the target.</p> <h3>5. Twitter/Tweetdeck is better than your email workflow?</h3> <p>Some people, I include myself, simply prefer the workflow of their social software to that of email.</p> <p>There are fewer conventions and social platforms are generally speedier than email - partly down to mobile notifications and UX at the customer end.</p> <p>It may be the case that employees at smaller companies want to simplify their workflow by directing enquiries to social messaging.</p> <h3>Conclusion...</h3> <p>This is just a simple button, but I thought it worth using the development to think about the nature of social customer service.</p> <p><a href="https://econsultancy.com/blog/67553-what-will-facebook-messenger-ads-mean-for-marketers/">Facebook is rapidly developing its Messenger capability</a> to allow brands in, and has included a message button now at the top of business pages.</p> <p>Twitter therefore needs to fight back in any way it can, particularly given its use as a customer service platform by many companies (utilities, for example).</p> <p>Brands should allow customers to contact them in numerous ways, and a Twitter DM holds advantages for both parties.</p> tag:www.econsultancy.com,2008:BlogPost/68046 2016-08-18T14:15:04+01:00 2016-08-18T14:15:04+01:00 Five pioneering examples of how brands are using chatbots Patricio Robles <h3>Sephora</h3> <p>Earlier this year, beauty brand Sephora launched a chatbot on Kik, a popular messaging app.</p> <p>The chatbot prompts Kik users who message it to provide more information about themselves through a quiz, and then offers personalised beauty tips, product recommendations and reviews.</p> <p>In addition, Kik users can purchase products that are referenced in chat without leaving the Kik app.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7478/kiksephora-blog-flyer.png" alt="" width="298" height="529"></p> <p>While Sephora's Kik chatbot obviously can't provide the same kind of experience the company's customers receive in-store, it saw Kik as a natural fit for reaching a key part of its customer base.</p> <p>"Through our partnership with Kik, we saw an opportunity to engage with new and existing clients, particularly with the highly mobile/connected audience of Gen-Z and younger millennials, through a fun, new social platform," the company stated.</p> <h3>Uber</h3> <p>Need a ride? Well if you're among the 1bn people who use Facebook Messenger, then you can hail an Uber using a chatbot within the messaging app.</p> <p>Rides can be requested by starting a conversation with the Uber chatbot, which will also provide status updates.</p> <p>In addition, Uber's integration allows users to request rides from within their Facebook Messenger conversations with other users by clicking on an address.</p> <p><iframe src="https://www.youtube.com/embed/Dj4f1d-EZy4?wmode=transparent" width="560" height="315"></iframe></p> <h3>HealthTap</h3> <p>Chatbot experiences often leave a lot to be desired, and while this will almost certainly improve as AI technology advances, there is an opportunity for services that combine human and computer interaction.</p> <p><iframe src="https://player.vimeo.com/video/162458358" width="640" height="360"></iframe></p> <p>Case in point: Digital health upstart HealthTap allows Facebook Messenger users to connect with more than 100,000 real doctors.</p> <p>But understanding that many of the questions those users might ask have been asked and answered before, the company has added chatbot functionality to its Messenger integration.</p> <p>When users ask a question, HealthTap's bot searches for similar questions and can provide past answers that might be useful before it offers to send the user's question to its network of doctors.</p> <h3>Bank of America</h3> <p>Bank of America is working with Facebook to build a Messenger chatbot that will "help clients stay connected to their finances whenever and wherever they choose."</p> <p>Initially, the chatbot will provide functionality such as real-time alerts, but it's not hard to imagine a future in which bank chatbots provide customers with access to account data and allow them to perform transactions.</p> <p>In fact, chatbot MyKai - a "banking bot" that is available through Facebook Messenger, Slack, WhatsApp and SMS - already offers that functionality.</p> <p>Developed by Kasisto, a startup spun out of SRI International, which developed the technology behind Siri, the MyKai technology is <a href="http://www.wired.com/2016/06/new-banking-ai-now-chatbots/">already being used by</a> banks like Singapore-based DBS.</p> <p>RBS, <a href="https://www.engadget.com/2016/03/04/rbs-luvo-ai-chat-bot/">which developed its own technology</a>, also plans to put chatbots to work.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7483/mykai-hereswhat2-1-blog-flyer.png" alt="" width="313" height="565"></p> <h3>Pizza Hut</h3> <p>Those with a late night craving no longer have to think twice about picking up the phone to order a hot pie.</p> <p>Pizza Hut, the global restaurant chain that has over 15,000 locations, <a href="http://www.cnet.com/uk/news/pizza-huts-chat-bot-can-take-your-order-on-facebook-and-twitter/">now accepts orders through Facebook Messenger and Twitter chatbots</a>. </p> <p>For Pizza Hut, building chatbots was all about making it as easy as possible for customers to order food.</p> <p>"We are committed to our servicing our customers in the most convenient way and meeting them in the channels they already prefer," Baron Concors, Pizza Hut's Chief Digital Officer, explained.</p> <p>Facebook Messenger users who interact with the company's chatbot will be able to connect their Messenger accounts to their Pizza Hut accounts so that the chatbot will have access to their order history.</p> <p>This enables Pizza Hut to personalise offers and make it easy for customers to quickly reorder their favorite menu items.</p> <p>Rival pizza chain Domino's has also launched its own chatbot. Read <a href="https://econsultancy.com/blog/68184-domino-s-introduces-dom-the-pizza-bot-for-facebook-messenger/">Nikki Gilliland's review to find out more</a>.</p> tag:www.econsultancy.com,2008:Report/4207 2016-07-27T21:00:00+01:00 2016-07-27T21:00:00+01:00 The Japan Digital Report <p><strong>The Japan Digital Report</strong> aims to provide background for marketers who are outside of Japan and currently marketing in Japan, thinking of launching a campaign there, or even just curious about the country and its digital landscape.</p> <p>Additionally, the report provides detailed information about marketing on LINE, the most culturally significant digital platform in Japan presently.</p> <p>Through the data, the charts and the commentary, the report will help marketers looking to make a case for investing more in the country and provide a foundation for further research.</p> <h2>Topics covered include:</h2> <ul> <li> <strong>Demographics.</strong> How does Japan compare to the rest of the world?</li> <li> <strong>Digital readiness.</strong> What is the current state of internet and mobile technology in the country?</li> <li> <strong>Digital landscape.</strong> What are the main web, social, search, video and ecommerce sites in the country, and how do they operate?</li> </ul> tag:www.econsultancy.com,2008:BlogPost/68098 2016-07-21T09:53:00+01:00 2016-07-21T09:53:00+01:00 Twitter announces application process for verified accounts: what marketers need to know Patricio Robles <p>Twitter announced a public verification application process that allows any brand or individual to request a verified account.</p> <p>According to Tina Bhatnagar, Twitter's vice president of User Services, "We hope opening up this application process results in more people finding great, high-quality accounts to follow, and for these creators and influencers to connect with a broader audience."</p> <p>Here's what marketers need to know about this development...</p> <h3>It's open to all</h3> <p>Twitter's new verification application process is available to all Twitter accounts that have a valid phone number and email address, and a bio, website, profile photo and header photo. In addition, accounts must be public and accounts for individuals must have a birthday specified.</p> <p>Applications for verification can be submitted through a form at <a href="http://verification.twitter.com">verification.twitter.com</a>.</p> <h3>Twitter looks for certain characteristics</h3> <p>While accounts meeting the above criteria are eligible for consideration, in deciding which requests to approve, Twitter looks for accounts that have certain characteristics.</p> <p>These include an account name that reflects the real name of an individual or company, as well as profile and header photos that are of the individual or associated with the company's branding. As such, marketers looking to submit an application for verification should ensure that the Twitter account in question meets these criteria.</p> <p>Brand accounts must be associated with a company email address, and Twitter may ask individuals to supply a government-issued ID.</p> <h3>There has to be a good reason for verification</h3> <p>Twitter won't verify accounts unless it believes there's a reason to.</p> <p>Specifically, Twitter requires verification applications to explain why verification is appropriate. "If the account represents a person, we want to understand their impact in their field. If it represents a corporation or company, let us know their mission," the company explains. </p> <p>To help support a rationale for verification, requests can and should include URLs to pages, such as news articles, that "help express the account holder’s newsworthiness or relevancy in their field."</p> <h3>Content marketing and engagement FTW</h3> <p>While not stated, it would seem that marketers behind active Twitter accounts that regularly publish unique, compelling content and engage with followers would be more likely to win Twitter's approval than accounts that aren't adding value to the Twitter community.</p> <p>While it probably wouldn't make sense for a brand to up its investment in Twitter just to win Verified Account status, those that are already investing in the platform probably have few reasons not to try to take advantage of the new application process. </p> <h3>There are no guarantees</h3> <p>Even when an account looks like a legitimate candidate for verification, Twitter isn't necessarily going to approve a verification request.</p> <p>Case in point: Hunter Walk, a former Google employee who now runs a venture capital firm, has tweeted more than 45,000 times since joining Twitter in 2006 and has more than 110,000 followers, but his application was denied.</p> <p>At the same time, a user with 7,500 tweets who joined Twitter in 2014 and has less than 9,000 followers received Verified Account status.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">wanted to see what would happen if i used new Twitter Verification process. Answer: NO <a href="https://t.co/h3T2kggzD1">pic.twitter.com/h3T2kggzD1</a></p> — Hunter Walk (@hunterwalk) <a href="https://twitter.com/hunterwalk/status/755836108953444352">20 de julio de 2016</a> </blockquote> <p>Applications that are denied can be re-submitted after 30 days, so marketers that aren't able to win Twitter's approval the first time around should be proactive in making adjustments and trying again.</p> tag:www.econsultancy.com,2008:BlogPost/68075 2016-07-14T15:17:07+01:00 2016-07-14T15:17:07+01:00 Who will win the live-streaming battle: Facebook Live or Periscope? Blake Cahill <p>With an injection of social along with the time-sensitive nature of breaking broadcast, live-streaming is simply an age-old device repurposed for the present times. </p> <h3><strong>What does it mean for all of us?</strong></h3> <p>As traditional social channels are coming close to saturation, tech companies need to build new channels to invigorate their consumers.</p> <p>For brand marketers, this offers a tremendous opportunity to access tech-native early-adopter millennials and post-millennials – the customers of today and tomorrow.</p> <p>Most of whom have foregone broadcast, print, and 1.0 social networks for next-gen platforms.</p> <p>When it comes to advertising value, according to <a href="http://totalaccess.emarketer.com/Article.aspx?R=1014105&amp;dsNav=Ro:-1,N:789,Nr:NOT(Type%3aComparative+Estimate)">eMarketer</a>, digital video advertising spending grew 46% to $7.7bn in the US last year alone.</p> <p>Meaning marketers are increasingly betting on the success of these live platforms. </p> <h3><strong>#SendMeToSleep – the world’s most sleep-inducing social campaign</strong></h3> <p>A good example is the <a href="http://www.philips.co.uk/healthcare/resources/landing/world-sleep-day">#SendMeToSleep</a> social media campaign we rolled out in time for the World Sleep Day.</p> <p>As part of this campaign – during which we actively tried to create content so boring it was capable of sending our audiences straight to sleep – Philips broadcasted what Twitter tells us is the world’s longest Periscope stream.</p> <p><iframe src="https://www.youtube.com/embed/ZzOFWhtxEUw?wmode=transparent" width="560" height="315"></iframe></p> <p>For 41 hours straight, we showed splashes of paint being added to a canvas.</p> <p>And because the whole campaign was engaging and worked as a holistic experience, more than 6,000 people tuned in to watch paint dry.</p> <p>Besides being strangely soothing and entertaining, the campaign has achieved significant commercial success which should be the cornerstone of any good marketing strategy.</p> <h3><strong>Periscope &amp; Facebook Live: A modern day David &amp; Goliath?</strong></h3> <p>At first glance, it might look like Facebook is the obvious winner – it has the size, money, user base and brand trust as a popular advertising platform.</p> <p>Despite all this, however, I wouldn’t count out Twitter just yet.</p> <h4>Four reasons for choosing Facebook Live:</h4> <ol> <li> <strong>Audience:</strong> Facebook has a user base of 1.2bn people.</li> <li> <strong>Brand presence:</strong> Live broadcast can bring life back to Facebook brand pages that have been lagging behind Instagram and Twitter in terms of engagement.</li> <li> <strong>Spending power:</strong> Facebook has been on a spending spree signing over 140 contracts worth more than $50m with the likes of CNN, the New York Times and BuzzFeed.</li> <li> <strong>Pioneers:</strong> Airbnb and Disney teamed up for the Jungle Book premiere, Chevrolet used it to launch its new electric car, and Patron taught viewers how to master the perfect drink. </li> </ol> <h4>Four reasons for choosing Periscope:</h4> <ol> <li> <strong>The “cool” factor:</strong> Twitter’s <a href="http://www.bloomberg.com/gadfly/articles/2016-02-12/social-studies-comparing-twitter-with-facebook-in-charts">user base</a> skew younger, more diverse, wealthier, more educated and more likely to live in urban areas. This will drive usage as the two platforms integrate.</li> <li> <strong>Additional features:</strong> The native app offers a dedicated space with broadcast tabs, account tracking and sketch &amp; reaction options that just make it a bit more fun and user-oriented.</li> <li> <strong>Content:</strong> Periscope recently secured partnerships with <a href="https://gopro.com/help/articles/Block/Periscope-Live-Streaming-with-your-GoPro">GoPro</a> and <a href="http://uk.businessinsider.com/twitter-to-stream-nfl-thursday-night-games-2016-4">Thursday Night Football</a> (NFL) to ensure a lineup of engaging content.</li> <li> <strong>Innovation:</strong> Periscope just recently announced a series of new functions such as drone feed integration, search functions, and auto-save through app and Twitter comments.</li> </ol> <h3><strong>What are the downsides? </strong></h3> <p>Live on camera, some products, and even some people, may not work well.</p> <p>It’s difficult to be smartly scripted while still coming across as authentic, and a constant stream of comments from viewers can be hard to manage and moderate.</p> <p>It’s also important that you own what you’re streaming. No brand wants to end up tied in legal battles because they streamed content where ownership and rights haven’t been made clear.</p> <p>As with all new tools, it’s not easy to measure a return on investment. How you measure success – do you look at viewer numbers or drop-offs, likes or the comments?</p> <p>Lastly, live-streaming without a clear strategy and a clear focus on quality and relevance will ultimately disappoint the audience.</p> <h3><strong>Who is the winner?  </strong></h3> <p>At this point, it’s still too early to call.</p> <p>However, the competition is heating up, with YouTube and Tumblr unveiling their competitive offering along with lesser known players such as Live.ly, Livestream, and Hang all releasing their own live broadcast services.   </p> <p>If you’ve already placed your bets then make sure your content fits with the medium and you’re totally clear on ownership, quality, and measurement.</p> <p>Everything after that is just a stream away. </p> <p><em>For more on this topic, read:</em></p> <ul> <li><a href="https://econsultancy.com/blog/67603-what-marketers-need-to-know-about-facebook-s-livestreaming-push/"><em>What marketers need to know about Facebook's livestreaming push</em></a></li> <li><a href="https://econsultancy.com/blog/67712-seven-helpful-tips-for-livestreaming-success/"><em>Seven helpful tips for livestreaming success</em></a></li> <li><a href="https://econsultancy.com/blog/67967-six-things-we-learned-from-using-periscope-to-live-stream-from-fodm16/"><em>Six things we learned from using Periscope to live stream from #FODM16</em></a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68021 2016-07-06T11:07:00+01:00 2016-07-06T11:07:00+01:00 Q&A: Bloodwise on why social data is a vital tool for charities Nikki Gilliland <p>We recently sat down with Insights &amp; Analysis Manager, Owen Bowden, to find out why social data (and a brand new image) has helped turned the charity around.</p> <p>Here’s what he had to say!</p> <h3>What were the main motivations behind changing your name to Bloodwise and how did you prepare for it?</h3> <p>We undertook a two-year research programme into the needs of blood cancer patients, and it soon became clear that our old name – Leukaemia &amp; Lymphoma Research – wasn’t working hard enough for us.</p> <p>While leukaemia and lymphoma are (and remain) hugely important words to us and to our supporters, there are many different types of blood cancer. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">There are 137 types of blood cancer. <a href="https://twitter.com/hashtag/WeAreBloodwise?src=hash">#WeAreBloodwise</a> and we're here to beat them all. Please retweet and share!<br> <a href="http://t.co/nURFEmeuPl">http://t.co/nURFEmeuPl</a></p> — Alastair Campbell (@campbellclaret) <a href="https://twitter.com/campbellclaret/status/639054928514797568">2 September 2015</a> </blockquote> <p>Our old name didn’t tell the world that we’re here for every single patient, no matter what type of blood cancer they have. It also didn’t fully reflect all the work we do to beat blood cancer. </p> <p>Our commitment to funding world-class research is as strong as ever, but we also need to tell people affected by blood cancer about our wide portfolio of patient services.</p> <h3>What were the main challenges faced during the rebrand?</h3> <p>Changing our name was always going to be a big decision, but we were sure to involve as many people as possible – including patients, supporters and staff to ensure we were working in everybody’s best interest.  </p> <p>We took time and did a lot of research.</p> <p>There are 137 different types of blood cancer, all with different names, symptoms and challenges.</p> <p>You'll probably recognise two or three, but many might be unfamiliar and some don't even sound like cancers. It makes blood cancer hard to understand and can leave patients feeling isolated. </p> <p>Blood Cancer Awareness Month in September gave us a platform to build an online and offline awareness campaign using our new name.</p> <p>It was developed by an agency but the complementary social media campaign was otherwise developed and administered in-house.</p> <p>We therefore needed a robust <a href="https://econsultancy.com/reports/social-media-strategy-best-practice-guide/">social media strategy</a> supported by insights into the online perception of the new name and tracking the campaign. </p> <p>In order to glean this intelligence, we partnered with social media monitoring platform Crimson Hexagon to analyse the reach of the campaign and the reaction to it. </p> <p><iframe src="https://www.youtube.com/embed/g17RZYC28ME?wmode=transparent" width="854" height="480"></iframe></p> <h3>Why is social data so useful for charities or Bloodwise in particular?</h3> <p>Social channels are crucial for charities for raising money, talking with supporters, campaigning and raising awareness of their cause.</p> <p>In one week we might be talking about policy, promoting our London Bikeathon, answering patient’s questions, thanking celebrities and announcing a research breakthrough. </p> <p>The diversity of topics and activities that charities use social channels for doesn’t exist in many organisations. Understanding our conversations with social data is key for this. </p> <p>It gives us a real understanding of our supporters and what matters most to them.</p> <p>In turn, this allows us to identify specialist audiences such as clinicians, and build more complete profiles to ensure the right people are receiving the right messages.</p> <p>Social data is also priceless for marketing; it can provide a clear window into the impact of awareness campaigns and what works well, which can then influence how charities plan future marketing campaigns.</p> <p>We now leverage our data to track wider conversations about blood cancer in the UK to better understand where and how people are talking about the disease.</p> <h3>As well as social media, what digital channels do you think are most important? </h3> <p>Organic search and <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">PPC</a> are important for us in terms of provision of patient information. Google very generously gives <a href="https://econsultancy.com/blog/67634-how-charities-are-suffering-since-google-removed-right-hand-ppc-ads/">AdWords grants to charities</a>, and optimising this is really key for us. </p> <p>We did our first small test with promoted YouTube ads as part of the campaign and we were impressed at how cost effective it was for the reach we achieved. </p> <h3>The biggest users of social media platforms like Twitter are between the ages 18-35. How do you ensure the message is being spread to all ages?</h3> <p>Our Facebook audience is actually an older demographic, two thirds is 35+ and one fifth is 55+.</p> <p>Data such as this allows us to understand the breakdown of our different social channels far more. We also encourage all of our supporters to sign up to our newsletter to keep up to date with our work. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/hashtag/CharityIs?src=hash">#CharityIs</a> making people's lives better <a href="https://t.co/q7CBczm8rK">https://t.co/q7CBczm8rK</a> <a href="https://twitter.com/hashtag/WeAreBloodwise?src=hash">#WeAreBloodwise</a> <a href="https://t.co/Us0UMIzlFb">pic.twitter.com/Us0UMIzlFb</a></p> — Bloodwise (@bloodwise_uk) <a href="https://twitter.com/bloodwise_uk/status/710775413190971393">March 18, 2016</a> </blockquote> <p>We also have a strong presence offline to raise awareness of who we are and what we do. We run our own events and support those who are doing great things to fundraise for the organisation.</p> <p>We also partner with other organisations, like Wickes and Royal London, which helps us promote the campaign to their customers and further raise awareness.</p> <h3>There are so many charities out there to support – how do you use social to appeal to people who might not have been directly affected by blood cancer?</h3> <p>There are so many great causes for people to support and we understand that it can be a very personal decision to get behind a charity.</p> <p>We use social media to support everybody, whether they have been directly affected by blood cancer or not.</p> <p>We run and get involved with a lot of sports events such as the London and Birmingham Bikeathons, the Bloodwise Blenheim Triathlon and our London to Paris cycling event.  </p> <p>Sports events are a great way for us to have conversations with people who may not have been directly affected by blood cancer and social media is a great way to promote the events and to support the fundraisers who are taking part.</p> <p>We also, like many charities, use the power of storytelling to reach out beyond those affected: Everyone feels for the family whose child has been affected by blood cancer.</p> <h3>We’ve seen a lot of charities use hashtags to promote a cause – #nomakeupselfie, #icebucketchallenge etc. – do you think people will become desensitised or bored of this behaviour in future?</h3> <p>Both #nomakeupselfie and #icebucketchallenge were created by social media users and not the organisations they raised money for.</p> <p>It’s nigh on impossible to plan that level of virality but hashtags are still very effective for bringing together a specific community. </p> <p>We used #wearebloodwise to launch our campaign, utilising celebrity support from people like Stephen Fry and Alastair Campbell, and it achieved a reach of 13m.</p> <p>They can also be very effective when used as a campaigning tool: #findmike or #thisgirlcan for example.  </p> <p>Bloodwise is dedicated to those affected by blood cancer and so our social media strategy needs to go beyond planning for a viral campaign.</p> <p>We want to make sure we are supporting everyone involved in the charity the best we can, so we can work together to beat blood cancer.</p> <p><strong><em>July is Data Month at Econsultancy. Go <a href="http://hello.econsultancy.com/datamonth/?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econblog">here</a> to see all our related blog posts and reports.</em></strong></p> tag:www.econsultancy.com,2008:BlogPost/68005 2016-06-28T09:45:53+01:00 2016-06-28T09:45:53+01:00 How brands tried to get involved in the Brexit debate Andrew Chrysostom <p>I've looked at some examples from the last few days to see which brands tried to do a spot of Brexit newsjacking.</p> <h3>Tinder</h3> <p>The dating app decided to dip its toes into the political pool with the help of party-neutral organisation ‘Bite the Ballot’. </p> <p>It managed to achieve the goal of registering 500,000 users to vote by using an ‘EU true or false’ quiz.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/5567/tindervote-large_trans__qvzuuqpflyliwib6ntmjwfsvwez_ven7c6bhu2jjnt8-blog-flyer.jpg" alt=""></p> <p>Whilst it didn’t automatically match you with fellow ‘Remainiacs’ or other ‘Brexiteers’, as a brand reputation exercise it allowed Tinder to shirk the image of merely being a hook-up app.</p> <h3>Ryanair</h3> <p>Police were called in when the budget airline ran its 'Brexit Special', which offered discount rates to ex-pats who wanted to fly home to vote in favour of remaining in the EU.</p> <p>Ryanair stood accused of trying to illegally influence the outcome of an election, but was eventually found not guilt of this offence.</p> <p>There are many regulations surrounding incentivising an audience to vote a particular way, as shown by ‘Operation Croissant’ which was offering free pastries alongside notes from the French expressing their love for Britain.</p> <p>In the end the order was passed not to provide food. Not all bad as the croissants went to a homeless shelter. Sacre Bleu.</p> <p><img src="https://assets.econsultancy.com/images/0007/6550/14d91137ff0b11859255902a0a3f6fd93ba8fc0aa2b349db0179a05c5acf59bc.jpg" alt="" width="468" height="280"></p> <p>This wasn’t the only snafu from Ryanair, as minutes after the result was announced it sent an email blast containing the line ‘Celebrate remaining in Europe’.</p> <p>An important lesson in planning around live events, and paying attention to detail.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Just got this email from Ryanair <a href="https://twitter.com/hashtag/awkward?src=hash">#awkward</a> <a href="https://t.co/0qjx7rjdcj">pic.twitter.com/0qjx7rjdcj</a></p> — Adam (@adam_york) <a href="https://twitter.com/adam_york/status/746253832225759232">June 24, 2016</a> </blockquote> <h3>Wetherspoons </h3> <p>High street pub chain JD Wetherspoons has been very vocal in its support of Brexit.</p> <p>The chairman, Tim Martin, even did a tour of 100 pubs to explain his company’s stance. </p> <p><img src="https://assets.econsultancy.com/images/0007/6551/JS93014700.jpg" alt="" width="615" height="409"></p> <p>It went as far as to print 500,000 beer mats criticising the current government.</p> <p>I was surprised that a nationwide employer would take such a strong stance on a divisive issue, but brand identity may now be considerably stronger among areas of its core demographic.</p> <h3>Nirvana spa</h3> <p>A less successful application of expressing favour for leaving the EU can be found with ‘Nirvana Spa’ in Reading.</p> <p>Its chairman made the decision to send an unauthorised email to its database which linked to an article on the benefits of voting to leave. </p> <p>Although nothing has been officially investigated, it is a grey area when it comes to data misuse – and certainly raises an interesting point about how much you’ve voted to opt-in when you agree to receive communications.</p> <p>That wasn’t an intentional pun.</p> <h3>Sky News </h3> <p>While technically a media company rather than a retailer or consumer goods brand, I wanted to include this great video from Sky News. </p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fskynews%2Fvideos%2Fvb.164665060214766%2F1362672097080717%2F%3Ftype%3D3&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p>Hopping on the back of YouTube sensations such as ‘Cassette Boy’ (who incidentally has a strong history of political satire), Sky News developed a ‘mashup’ video to promote debates on its show The Pledge.</p> <p>I think the execution and tone is perfect, and the video itself has over 10m views on Facebook alone.</p> <p>Also, it provides an excuse to get Spice Girls songs stuck in your head.</p> <h3>Independence Day</h3> <p>This example wasn't a pre-meditated attempt at newsjacking, but seemed to coincide in a very unique way.</p> <p>Boris Johnson’s speech at the last debate before the referendum finished with the line ‘June 23rd can be our Independence Day!’</p> <p>Spookily, <em>Independence Day: Resurgence</em> was released a day later.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">'June 23rd will go down in history as our independence day' - Nigel Farage <a href="https://t.co/ByojqjW6Be">pic.twitter.com/ByojqjW6Be</a></p> — Robert White (@robertwhitejoke) <a href="https://twitter.com/robertwhitejoke/status/746267509440024576">June 24, 2016</a> </blockquote> <h3>Nando’s</h3> <p>Next up, everyone’s favourite Portuguese chicken shop – Nando’s.</p> <p>The restaurant was forced to take to Twitter after users panicked when rumours circulated that the business would cease to operate in the UK following Brexit.</p> <p>Not a huge deal, but a nice example of a brand listening and monitoring social chatter and getting a simple, neutral message to its customers.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Right, let's put these rumours to bed. We are definitely staying in the UK!</p> — Nando's (@NandosUK) <a href="https://twitter.com/NandosUK/status/746402561113071617">June 24, 2016</a> </blockquote> <h3>Fortnum &amp; Mason</h3> <p>And finally we have the Queen's own grocer, Fortnum &amp; Mason.</p> <p>The fallout from the referendum continues to divide the UK, but as Fortnum points out, we do still have some common ground.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Last chance! Enjoy 25% off our fine Champagnes. Ends tonight. <a href="https://t.co/UQvJ4jI5dp">https://t.co/UQvJ4jI5dp</a> <a href="https://t.co/xYMV4T6BIu">pic.twitter.com/xYMV4T6BIu</a></p> — Fortnum &amp; Mason (@Fortnums) <a href="https://twitter.com/Fortnums/status/747082015543984128">June 26, 2016</a> </blockquote> <p><em>For more on this topic, read:</em></p> <ul> <li><a href="https://econsultancy.com/blog/64911-23-nimble-examples-of-agile-marketing-from-ecommerce-brands/"><em>23 nimble examples of agile marketing from ecommerce brands</em></a></li> <li><a href="https://econsultancy.com/blog/64689-agile-newsjacking-from-alex-and-alexa-and-baby-prince-george/"><em>Agile newsjacking from Alex and Alexa and baby Prince George</em></a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/67925 2016-06-22T15:12:00+01:00 2016-06-22T15:12:00+01:00 Social media image guide for brands: June 2016 Andrew Chrysostom <p>It’s always useful to have a reminder, so please use this handy guide to ensure your brand looks spick and span when it comes to posting images.</p> <p>Here are the exact image sizes required by Facebook, Twitter, LinkedIn, YouTube and, just for laughs, Google+. The sizes are accurate as of June 2016.</p> <p><a href="https://assets.econsultancy.com/images/0007/6131/size_guide.jpg"><img src="https://assets.econsultancy.com/images/0007/6131/size_guide.jpg" alt="" width="800" height="4996"></a></p>