tag:www.econsultancy.com,2008:/topics/twitter Latest Twitter content from Econsultancy 2018-03-27T10:00:00+01:00 tag:www.econsultancy.com,2008:Report/4680 2018-03-27T10:00:00+01:00 2018-03-27T10:00:00+01:00 Social Quarterly: Q1 2018 <p>The <strong>Social Quarterly</strong> is a series of presentations by Econsultancy, which curate the latest trends, developments and statistics in social media. The reports focus on distilling the most recent data and trends, aiming to provide a guide to what's happening now in social media and what you should be keeping an eye on.</p> <p>Social media evolves rapidly, and the <strong>Social Quarterly</strong> provides an overview of the latest trends in the industry. It contains information which can be integrated into your own documents, allowing you to prepare a pitch or use internally at a moment's notice.</p> <p>The Social Quarterly examines the current social media landscape, trends and updates on various social platforms and considers what will happen next. Updated four times per year, it will help to quickly surface statistics and trends you can use and react to immediately.</p> <p><strong>This edition of Social Quarterly includes</strong> stats about the importance of <strong>dark social</strong> and ad engagement on premium sites compared with social media. It also looks at updates to <strong>Instagram’s</strong> feed, the launch of <strong>WhatsApp Business</strong>, the global expansion of <strong>YouTube Go</strong> and new organisational tools on <strong>Pinterest</strong>.</p> <p>Bringing to life data from the <a href="https://econsultancy.com/reports/social-media-statistics">Internet Statistics Compendium</a> and the <a href="https://econsultancy.com/blog/">Econsultancy blog</a>, the Social Quarterly is the best of social in an easy-to-digest format.</p> <p>The Social Quarterly will allow you to:</p> <ul> <li>Stay up to date with regular developments across multiple social media platforms.</li> <li>Present and pitch at short notice with clear and effective data.</li> <li>Pinpoint areas in which you want to find out more and use the linked Econsultancy resources and blog posts to do this.</li> <li>Spot potential ways your company could be using social media but is not currently.</li> </ul> tag:www.econsultancy.com,2008:BlogPost/69763 2018-02-01T10:06:14+00:00 2018-02-01T10:06:14+00:00 Six of the best travel brands on YouTube, Snapchat, Instagram, Twitter, Pinterest & LinkedIn Nikki Gilliland <p>So, which brands are succeeding on social? Here’s a run-down of how brands are utilising various platforms and why their strategies are working.</p> <h3>Booking.com and YouTube</h3> <p>According to <a href="https://www.tnooz.com/article/youtube-video-influence-on-travel/">research</a>, 50% of travellers use online video before they book a holiday, largely for decision-making purposes on where to go, as well as researching accommodation and activities. Due to this, it can be incredibly helpful for brands to think like a publisher rather than an advertiser. In other words, to create informative content (such as destination guides) to help viewers make an informed decision during a moment of need.</p> <p><a href="https://econsultancy.com/blog/68505-a-closer-look-at-booking-com-s-customer-focused-strategy/" target="_blank">Booking.com</a> does this particularly well on YouTube, creating a series of local travel guides about popular places such as Lisbon, Barcelona, and Amsterdam.</p> <p><img src="https://assets.econsultancy.com/images/0009/1992/booking_guides.JPG" alt="" width="750" height="432"></p> <p>More recently, it’s taken a more inspirational tack, with a campaign based around the travel stories of its 14,000 employees in 2016. The main video, ‘One Mission’, effectively builds a chronological portrayal of travel, starting from arrival at the airport and all the way to touch-down home. A great example of video storytelling.</p> <p><iframe src="https://www.youtube.com/embed/_jLx_Z8mV2g?wmode=transparent" width="854" height="480"></iframe></p> <h3>Soho House and Instagram</h3> <p>When you think of travel brands, you tend to think of online travel agencies or airlines. However, <a href="https://www.econsultancy.com/blog/69555-six-excellent-hotel-websites-and-how-they-encourage-direct-booking" target="_blank">hotel and hospitality brands</a> also come under this umbrella – and they are becoming particularly adept at using social to increase awareness and extend reach.</p> <p>Instagram is arguably the ideal channel for hotels, especially luxury ones. With its visual and curated nature, the platform allows brands to showcase the very best of what they have to offer, tantalising guests with beautiful design and luxurious customer service.</p> <p><img src="https://assets.econsultancy.com/images/0009/1993/soho_house.JPG" alt="" width="550" height="478"></p> <p>With 313,000 followers, Soho House has built an impressive following on its Instagram channel, which is populated with stunning (and unashamedly cliché) lifestyle imagery.</p> <p>From flat whites to furnishings, it cleverly shines a light on elements of its hotels around the world – and undoubtedly instils the desire to visit.</p> <p><img src="https://assets.econsultancy.com/images/0009/1994/soho_house_2.JPG" alt="" width="650" height="475"></p> <h3>Lonely Planet and Pinterest</h3> <p>While people on Instagram might prefer to simply marvel at travel imagery, Pinterest users are reportedly more proactive, with an average of <a href="https://business.pinterest.com/en/blog/2017-travel-trends-top-destinations-and-how-to-be-there-before-they-book">2m travel-related saves</a> taking place on the platform each day. This means that users are saving ideas in order to help make informed decisions, building and curating their own travel boards (i.e. 'solo travel' or 'family destinations').</p> <p>Despite this, there aren’t many brands that take the opportunity to create bespoke content for the platform. One that does is Lonely Planet, having built up a wide selection of boards. From ‘Wellness and Travel’ to ‘Tastes of Thailand’, it aims to engage users based on specific interests. </p> <p><img src="https://assets.econsultancy.com/images/0009/1995/lonely_planet.JPG" alt="" width="600" height="560"></p> <p>Lonely Planet also incorporates content from third-party sites and bloggers in its Pinterest boards, which help to create a sense of community. It even accepts contributions from the public, meaning that its audience is likely to feel involved and more connected to the brand.</p> <p><img src="https://assets.econsultancy.com/images/0009/1996/lonely_planet_2.JPG" alt="" width="600" height="400"></p> <h3>KLM and LinkedIn</h3> <p>According to a survey by MRI, LinkedIn users aged 18 to 44 are over twice as likely to join flight and hotel <a href="https://econsultancy.com/blog/68114-six-tips-for-loyalty-program-success" target="_blank">reward schemes</a> compared to users of other social networks. What’s more, they’re also twice as likely to travel internationally and are more likely to show loyalty toward brands.</p> <p>This might come as a surprise to many, but some travel brands have been keen to capitalise on LinkedIn’s power for a while now. Back in 2014, KLM airlines was one of the first brands to offer a 24/7 service via LinkedIn, allowing users to contact the brand via the social platform.</p> <p>Since, it has continued to harness the platform’s shift into a <a href="https://econsultancy.com/blog/66159-how-to-use-linkedin-s-publishing-tool-to-increase-your-social-reach/" target="_blank">publishing network</a> rather than just a professional one, using it to distribute brand content. It publishes blogs and articles on a regular basis, aiming to push LinkedIn’s large user-base towards it website, as well as position itself as an expert voice on the aviation industry.</p> <p><img src="https://assets.econsultancy.com/images/0009/1999/KLM.JPG" alt="" width="540" height="594"></p> <h3>Delta Airlines and Twitter</h3> <p>Twitter is often used by travel brands as a customer service channel, with companies reportedly seeing a marked increase in customer satisfaction on the back of timely and relevant responses. </p> <p>However, Twitter can also be used as an effective tool for branding – particularly when it comes to competition between companies.   </p> <p>Delta Airlines is one airline that has displayed both strategies in the past, using its Twitter account to provide customer support, as well as the occasional bit of shade when necessary. For example, when a United Airlines passenger was refused to board a plane because she was wearing leggings, Delta fired back with a cheeky retort.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Flying Delta means comfort. (That means you can wear your leggings. )</p> — Delta (@Delta) <a href="https://twitter.com/Delta/status/846393226890280966?ref_src=twsrc%5Etfw">March 27, 2017</a> </blockquote> <p>Similarly, when American conservative commentator Ann Coulter launched a tirade against Delta last year, the airline responded with what was described as a ‘bold and strategic’ approach. As a result, many applauded the airline’s defence of its own values, and supported its decision to call out Coulter.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/AnnCoulter?ref_src=twsrc%5Etfw">@AnnCoulter</a> Additionally, your insults about our other customers and employees are unacceptable and unnecessary.</p> — Delta (@Delta) <a href="https://twitter.com/Delta/status/886714198880866305?ref_src=twsrc%5Etfw">July 16, 2017</a> </blockquote> <p>While using Twitter in this manner can be a potentially dangerous strategy, Delta shows that if a brand’s tone is consistent and in line with its wider character and values, it can be a way of enhancing exposure and building positive sentiment.</p> <h3>Aer Lingus and Snapchat</h3> <p>Snapchat is not the most obvious channel for travel brands. Surely the picture-perfect world of Instagram is where it’s at? Perhaps when it comes to destination marketing, yes, but for brands wanting to give more of an insight into their company culture or a sneak peek at behind-the-scenes – Snapchat Stories can be hugely effective. What’s more, it’s also ideal for targeting the platform’s young and highly-engaged user-base.</p> <p>Aer Lingus is one brand that uses Snapchat in this way, posting content about what it’s like to work for the company. Its Stories often provide insight into flights and company events.</p> <p><img src="https://assets.econsultancy.com/images/0009/1991/aer_lingus.JPG" alt="" width="750" height="329"></p> <p><em>(Image via <a href="https://www.socialtalent.com/blog/recruitment/6-best-employer-brands-snapchat-right-now" target="_blank">Social Talent</a>)</em></p> <p>It also uses the platform to announce new routes, such as the example below which is in celebration of the new Aer Lingus route into LA. All in all, it gives a refreshing and unique insight into its brand, which could help to inspire future careers as well as travel.</p> <p><iframe src="https://www.youtube.com/embed/r_xNM0lE0cg?wmode=transparent" width="854" height="480"></iframe></p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/69207-how-six-travel-hospitality-brands-use-personalisation-to-enhance-the-customer-experience" target="_blank">How six travel &amp; hospitality brands use personalisation to enhance the customer experience</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/69652-four-key-digital-trends-impacting-travel-and-hospitality-brands" target="_blank">Four key digital trends impacting travel and hospitality brands</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/69307-eight-examples-of-top-notch-copywriting-from-travel-brands" target="_blank">Eight examples of top-notch copywriting from travel brands</a></em></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69759 2018-01-31T14:59:40+00:00 2018-01-31T14:59:40+00:00 The best social stories and campaigns from January 2018 Nikki Gilliland <h3>Dollar Shave Club arrives in the UK</h3> <p>First founded in the US in 2011, Dollar Shave Club went on to be acquired by Unilever in 2016. Now, the razor subscription brand has launched in the UK, marking its arrival with a creative social and experiential campaign.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Greetings from America. Dollar Shave Club is bringing our great shaves to the U.K. The annoying stuff from America? We’ll leave that stateside. Great shaves start here → <a href="https://t.co/7fNiZY4SPJ">https://t.co/7fNiZY4SPJ</a>. <a href="https://t.co/voXhqOs3Jj">pic.twitter.com/voXhqOs3Jj</a></p> — Dollar Shave Club UK (@DSC_UK_) <a href="https://twitter.com/DSC_UK_/status/956919684929998848?ref_src=twsrc%5Etfw">26 January 2018</a> </blockquote> <p>Dollar Shave Club launched a pop-up in Old Street station this January, offering passers-by free shaves, foosball tournaments, and live comedy. Meanwhile, the brand has also partnered with a number of social influencers to create content and hype around the launch.</p> <p>Will the brand see success in the UK? We’ll have to wait and see, of course, but if the hotly anticipated UK ad matches up to the <a href="https://econsultancy.com/blog/65405-dollar-shave-club-s-content-marketing-strategy-since-that-video">classic US version</a>, it’ll be off to a good start.</p> <h3>Visa jumps on winter Olympics for sport-themed campaign</h3> <p>Since 2000, Visa has been accepting athletes from around the world into its ‘Team Visa’ programme to provide the support and resources to help them achieve their sporting dreams. Ahead of this year’s Winter Olympics in Pyeongchang, Visa has launched a special campaign featuring its 2018 line-up.</p> <p>The video, which is featured on Visa’s own social channels as well as the athletes involved, sees the use of various payment technology such as wearable devices and <a href="https://econsultancy.com/blog/69577-restaurants-are-going-cashless-here-s-three-reasons-why" target="_blank">contactless technology</a>. Involving British hopefuls Elise Christie and Billy Morgan – it marks an inspiring start to the year ahead for sport and social media. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/hashtag/PyeongChang2018?src=hash&amp;ref_src=twsrc%5Etfw">#PyeongChang2018</a> is just 24 days away, and I’m stoked to join the rest of the members of <a href="https://twitter.com/hashtag/TeamVisa?src=hash&amp;ref_src=twsrc%5Etfw">#TeamVisa</a> <a href="https://twitter.com/Visa?ref_src=twsrc%5Etfw">@Visa</a> <a href="https://t.co/c2zMIq0wnE">pic.twitter.com/c2zMIq0wnE</a></p> — billy morgan (@billymorgan89) <a href="https://twitter.com/billymorgan89/status/954055355562123264?ref_src=twsrc%5Etfw">January 18, 2018</a> </blockquote> <h3>Alibaba launches first-ever brand campaign</h3> <p>Another brand that has been celebrating the world of sport this January is Alibaba, which has marked the start of its eleven-year Olympic sponsorship with it’s first ever brand campaign. </p> <p>Running on social and TV in the UK, US, Japan and China, the ‘to the greatness of small’ campaign celebrates sporting underdogs – which also serves to highlight the ecommerce brand’s support of small businesses.</p> <p>Thanks to its success in China, Alibaba is the largest online and mobile commerce company in world. With its Olympic partnership, it is evidently hoping to expand its global reach, capitalising on the opportunity to engage through sport and empowering storytelling.</p> <p><iframe src="https://www.youtube.com/embed/Zh8sM3_Zv3k?wmode=transparent" width="854" height="480"></iframe></p> <h3>Tena asks social users to ‘squeeze along’</h3> <p>Bladder weakness isn’t exactly the sort of thing you want to shout about, but the latest social media campaign from Tena intends to make the topic less taboo. With the aim of driving downloads of its ‘My Pelvic Floor’ fitness app, the campaign involves videos asking viewers to ‘squeeze along’ – demonstrating how simple it is to strengthen your pelvic floor muscles.</p> <p>With many women unsure or unaware of how to do the exercises, the videos are a particularly clever way to educate viewers as well as drive downloads of the Tena app. </p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Foooopsmoments%2Fvideos%2F906453862847777%2F&amp;show_text=0&amp;width=476" width="476" height="476"></iframe></p> <h3>Twitter announces #BrandBowl</h3> <p>The Super Bowl is a much-talked event on social media every year, with most of the conversation relating to the best halftime ads. At the end of January, Twitter announced that it will be hosting #BrandBowl in conjunction – a competition for the best social and TV ads from the Super Bowl.</p> <p>The contest will recognise different categories, including an award for the highest percentage of tweets related to a brand during the game, an award for the brand with the highest tweets per minute, as well as one for the highest number of retweets. Meanwhile, the #Interception award will recognise the TV ad that generates the most conversion on Twitter. The winners will reportedly win rewards in the form of Twitter ads and greater consumer reach.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Can't wait to see new commercials as they're released during the big game?</p> <p>Retweet to subscribe for updates throughout the game on February 4th and catch all the <a href="https://twitter.com/hashtag/BrandBowl52?src=hash&amp;ref_src=twsrc%5Etfw">#BrandBowl52</a> advertiser spots from <a href="https://twitter.com/TwitterMktg?ref_src=twsrc%5Etfw">@TwitterMktg</a>. <a href="https://t.co/wDb50gPCet">pic.twitter.com/wDb50gPCet</a></p> — Twitter Marketing (@TwitterMktg) <a href="https://twitter.com/TwitterMktg/status/958021942614753285?ref_src=twsrc%5Etfw">January 29, 2018</a> </blockquote> <h3>Snapchat allows content to be shared outside platform</h3> <p style="font-weight: 400;"><a href="https://www.econsultancy.com/blog/69747-snapchat-is-finally-opening-itself-up-to-the-web">Snapchat has made it possible</a> for people to share content found on its platform on third party sites and blogs. Currently, the type of Stories available to share (via a link) include selected content in the Discover tab, as well as Search Stories. </p> <p style="font-weight: 400;">The motivation behind the move is likely to be Snapchat’s stalling growth, with the platform adding a disappointing 4.5m users in Q 2017 to reach 178m daily users. To put this into perspective, Instagram now has 500m daily users.</p> <p style="font-weight: 400;">However, now that users can share Snapchat Stories elsewhere, it means that people who aren’t already on the platform might be more inclined to give it a go. Meanwhile, third-party brands and publishers will be able to incorporate Stories into their content (much like embedded Tweets or Facebook posts).</p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/1957/stories.JPG" alt="" width="500" height="363"></p> <h3>ABTA jumps on ‘foot selfie’ trend for new travel campaign</h3> <p style="font-weight: 400;">ABTA – the leading association of travel agents and tour operators in the UK – launched a campaign on Boxing Day to highlight why holidaymakers should book with an ABTA member throughout January. </p> <p style="font-weight: 400;">Called ‘Travel with Confidence’, the campaign taps into the social media trend of taking ‘foot selfies’ while abroad in order to demonstrate the wide range of destinations from ABTA brands. Alongside this, it has also been promoting the hashtag #beABTAsmart, and a competition giving social media users the chance to win prizes.</p> <blockquote class="twitter-tweet" style="font-weight: 400;"> <p lang="en" dir="ltr">Get fitter and <a href="https://twitter.com/hashtag/beABTAsmart?src=hash&amp;ref_src=twsrc%5Etfw">#beABTAsmart</a> in 2018 by entering our Travel with Confidence <a href="https://twitter.com/hashtag/Competition?src=hash&amp;ref_src=twsrc%5Etfw">#Competition</a> to <a href="https://twitter.com/hashtag/Win?src=hash&amp;ref_src=twsrc%5Etfw">#Win</a> a <a href="https://twitter.com/hashtag/FitBit?src=hash&amp;ref_src=twsrc%5Etfw">#FitBit</a> Alta HR. <a href="https://twitter.com/hashtag/Getin?src=hash&amp;ref_src=twsrc%5Etfw">#Getin</a>! <a href="https://t.co/hyYKhgqzQ4">https://t.co/hyYKhgqzQ4</a> <a href="https://t.co/Tob5Pz2gCj">pic.twitter.com/Tob5Pz2gCj</a></p> — ABTA (@ABTAtravel) <a href="https://twitter.com/ABTAtravel/status/948893038448926721?ref_src=twsrc%5Etfw">January 4, 2018</a> </blockquote> <h3>WhatsApp rolls out new app for business </h3> <p>Towards the end of January, WhatsApp announced the launch of the <a href="https://www.econsultancy.com/blog/69738-what-marketers-need-to-know-about-whatsapp-business">WhatsApp Business</a> app in select countries including the UK, US, Italy, and Indonesia. The app (which is free to use) acts much like a Facebook page for small businesses, allowing them create a presence on the channel and use it to connect and communicate with customers.</p> <p>The app offers specific messaging tools, such as ‘quick replies’ and ‘away messages’ to make customer service as easy and as accessible as possible.</p> <p><img src="https://assets.econsultancy.com/images/0009/1956/whatsapp_for_business.JPG" alt="" width="340" height="494"></p> <h3>The #MeToo movement trundles on </h3> <p>Hashtags don’t often stay relevant for very long, but the #MeToo movement – which is used on social media to demonstrate the prevalence of sexual assault and harassment – has continued trending throughout January. This has been largely due to allegations against comedian Aziz Ansari, as well as a story called 'Cat Person' published by the New York Times – both fuelling the debate around consent and sexual boundaries.</p> <p>Meanwhile, the prevalence of #MeToo has spurred on #TimesUp – a movement led by 300 high-profile women to end discrimination, pay disparity, and harassment in Hollywood. </p> <p><img src="https://assets.econsultancy.com/images/0009/1955/witherspoon_insta.JPG" alt="" width="700" height="440"></p> <h3>Facebook prioritises friends and family</h3> <p>At the start of the month, Facebook announced that it would be changing its News Feed to prioritise posts from friends and family rather than news and other public content. Up until now, the algorithm has focused on surfacing ‘relevant’ content, based on ‘likes’ and other forms of engagement. That’s all set to change, as Facebook will now concentrate on meaningful interactions between people.</p> <p>So, <a href="https://www.econsultancy.com/blog/69721-why-the-facebook-news-feed-update-might-be-the-wake-up-call-that-marketers-need" target="_blank">what does this mean for brands and publishers?</a> Despite the strong probability of a short-term hit to traffic, the general consensus appears to be that the changes will lead to better, more quality content over time. With the goal of changing user behaviour from passive scrolling to active and socially meaningful experiences – it could mean greater engagement for brands in the long run.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">News Feed FYI: Bringing People Closer Together <a href="https://t.co/vnETChx1ts">https://t.co/vnETChx1ts</a></p> — Facebook Newsroom (@fbnewsroom) <a href="https://twitter.com/fbnewsroom/status/951612674151940096?ref_src=twsrc%5Etfw">January 12, 2018</a> </blockquote> <h3>YouTube tightens rules amid ad controversy</h3> <p>YouTube also kicked off the year with a platform update - and it comes on the back of recent controversy over inappropriate content. With big brands increasingly concerned about advertising appearing alongside unsavoury and offensive videos, YouTube has taken steps to prevent shady characters from taking advantage of the platform’s monetisation opportunities. </p> <p>Now, <a href="https://econsultancy.com/blog/69756-eight-tips-for-a-killer-youtube-strategy/" target="_blank">YouTube creators</a> will be required to have at least 1,000 subscribers and 4,000 hours of videos watched in the past 12 months before they can place ads on their content. Meanwhile, YouTube has also announced that it will employ more moderators to manually monitor and flag up dangerous content, signalling a greater emphasis on safety and control on the platform.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">We've made updates to the YouTube Partner Program to strengthen our community &amp; prevent impersonators + spammers from harming our platform.</p> <p>We understand this affects many channels, but believe it's necessary to protect our creators. </p> <p>For the full update <a href="https://t.co/phnMnAHDaD">https://t.co/phnMnAHDaD</a></p> — YouTube Creators (@YTCreators) <a href="https://twitter.com/YTCreators/status/953401966406889472?ref_src=twsrc%5Etfw">January 16, 2018</a> </blockquote> <p><em><strong>Further reading:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/69400-ask-the-experts-paid-social-media-trends-challenges-strategy/">Ask the experts: Paid social media trends, challenges &amp; strategy</a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69746 2018-01-25T12:58:00+00:00 2018-01-25T12:58:00+00:00 Which pharma companies are winning at social? Survey says... Patricio Robles <p>Of course, being present in social channels doesn't mean that a company is using them to good effect. So which pharma companies are winning social?</p> <p>Recently, healthcare marketing agency Owen Health <a href="https://blog.owenhealth.co.uk/the-pharma-social-media-ranking-af127a2cc07b">released</a> its first-ever Pharma Social Media Ranking, which looked specifically at how the 22 largest pharma companies are using Twitter. To develop its ranking, the agency evaluated a number of data points related to their Twitter accounts, including authority, reach, activity, engagement and influence, during the month of October 2017.</p> <p>In the end, it declared that GlaxoSmithKline (GsK) and Bayer tied for the overall top spot, followed by AstraZenica and Roche followed by Novartis.</p> <p>Interestingly, GsK was the first pharma company among those considered to join Twitter. While Owen Health notes that most pharma companies set up a Twitter account around 8.5 years ago, GsK was a pioneer, having joined the then-nascent social platform more than a decade ago.</p> <p>So what sets high-rankers like GsK and Bayer apart from lower rankers?</p> <p>It's not all about audience size. Top-ranked GsK and Bayer had the fifth and sixth most followers, respectively. As Owen Health noted, “Although more followers provides the opportunity for greater organic reach, it appears to become harder to keep this larger community engaged with valuable timely content.”</p> <p>But it's not all about engagement either. In fact, neither GsK nor Bayer ranked in the top 10 for engagement. Interestingly, the companies that got the highest marks for engagement – MSD, Takeda and Teva – ranked 19, 20 and 22 overall. That might have been due to the fact that Takeda and MSD were responsible for two of the three tweets with the most likes, retweets and comments during Owen Health's evaluation period. </p> <p><img src="https://assets.econsultancy.com/images/0009/1846/engagement_pharma.png" alt="pharma engagement" width="615"></p> <p>where GsK and Bayer shine is in the influence category, which was based on Klout scores. There, they tied with Pfizer for the top spot.</p> <h3>The importance of strategy</h3> <p>Of course, any ranking is subject to debate. The Klout scores Owen Health used, for instance, have been the subject of controversy. But the notion that winning at social media is not all about getting lots of followers, posting a lot of content, or even generating significant engagement, isn't an illogical one. </p> <p>At the end of the day, pharma companies need to connect and engage the right people. And that is a very different and more strategic exercise than trying to build a large following and pumping out lots of content that might or might not be relevant to key segments.</p> <p>Perhaps reflecting the fact that pharma companies get this, Owen Health notes that it has observed them becoming part of relevant communities as opposed to trying to acquire as many followers as possible. “This approach is more strategic, plays to the social platforms strengths and has the potential to be more beneficial to corporate reputation and brand positioning in the long term.”</p> <p>As pharma companies grow their social investments, expect to see the gap widen between those that embrace smart, targeted strategies and those that don't.</p> <p><em><strong>Further reading:</strong></em></p> <ul> <li><a href="https://econsultancy.com/reports/pharma-trends-and-developments/">Healthcare and pharma: Digital trends and developments</a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69682 2017-12-19T09:30:00+00:00 2017-12-19T09:30:00+00:00 Social media trends in 2018: What do the experts predict? Nikki Gilliland <p>For more, check out these additional resources:</p> <ul> <li><a href="https://econsultancy.com/reports/social-media-best-practice-guide" target="_blank">Social Media Best Practice Guide</a></li> <li><a href="https://econsultancy.com/training/courses/topics/social/" target="_blank">Social training</a></li> <li><a href="https://econsultancy.com/reports/paid-social-media-advertising/" target="_blank">Paid Social Media Advertising Best Practice Guide</a></li> </ul> <h3>Trouble ahead for Twitter?</h3> <p><strong><a href="https://willfrancis.com/" target="_blank">Will Francis</a>, co-founder and creative director, Vandal:</strong></p> <p>I’m sad to say that 2018 may be the year Twitter’s cooling off turns into terminal decline. Their product increasingly lacks focus and is unwelcoming to newcomers, whilst stagnant user growth and internal issues remain signs of trouble ahead.</p> <p>The recent doubling of the character limit is a classic tech product death rattle, achieving nothing more than further blurring of the proposition.</p> <p><img src="https://assets.econsultancy.com/images/0009/1216/twitter.JPG" alt="" width="650" height="373"></p> <h3>Greater focus on messaging apps</h3> <p><strong><a href="https://joandcompany.co.uk/" target="_blank">Joanna Halton</a>, founder, Jo &amp; Co:</strong></p> <p>Chatbots/OTT messaging are coming of age. The last year or so has been all about the hype and innovators, but now businesses are seriously working out what value they can offer them and how they can incorporate them into their current systems and processes.</p> <p>The results may be less sexy than some of the fun campaigns we've seen previously, but big players are banking on the technology making them big savings, especially from a customer service perspective. Juniper research forecasts that that this technology could save businesses $8 billion annually worldwide by 2022, up from $20 million this year.</p> <p><strong><a href="https://www.linkedin.com/in/tompepperlinkedin" target="_blank">Tom Pepper</a>, head of marketing solutions UK, LinkedIn:</strong></p> <p>I think 2018 will bring something of an advent in the way marketers use messaging apps. We’ve already seen a growing trend for social media messaging platforms such as Facebook Messenger - and even a rise in chatbots - but next year some of those tools are likely to be completely reinvented, giving brands a route to effectively communicate with audiences throughout every step of the marketing funnel.</p> <h3>Ephemeral content </h3> <p><strong>Will Francis:</strong></p> <p>As more people and brands adopt Instagram Stories and Snapchat, these fleeting photos and videos become increasingly the default language in digital. 2018 may be the year that ‘traditional’ social media posts start to feel stiff and corporate - just another marketing channel - whilst disposable content is where brand personality is crafted and true love and engagement earned.</p> <p><img src="https://assets.econsultancy.com/images/0009/1215/ephemeral_content.JPG" alt="" width="650" height="344"></p> <h3>Augmented Reality</h3> <p><strong>Joanna Halton:</strong></p> <p>We're going to see a lot more from AR next year. Not just from the likes of Snapchat's dancing hot dog that got more than 1.5bn views. But brands starting to look how they can use the technology in a way that suits them and their customers.</p> <p>An example of this is BMW's latest foray where users could see what a new X2 would look like on their driveway without having to visit a garage. When the newest Apple devices incorporate special features and promote their ability to support a technology, like they have with AR, it's worth keeping an ear to the ground about where it's going.</p> <p><strong><a href="https://www.linkedin.com/in/depeshmandalia/" target="_blank">Depesh Mandalia</a>, founder and CEO, S M Commerce:</strong></p> <p>The two big waves to ride in 2018 are influencer marketing, which has seen a continued year on year rise in importance for brands, and potentially augmented reality taking video to the next level. Instagram and Snapchat are investing heavily in the video experience.</p> <p>This opens up opportunity for brand engagement in more novel ways, putting control into the hands of the end user to create new, rich, immersive experiences.</p> <p><img src="https://assets.econsultancy.com/images/0009/1214/snapchat_hotdog.JPG" alt="" width="650" height="359"></p> <h3>Platforms and publishers working together</h3> <p><strong>Tom Pepper:</strong></p> <p>Looking ahead to the coming year, I believe that we’ll continue to see social media platforms using assets like live streaming and original content to keep users hooked. In particular, I’m excited to see more partnerships formed between social media platforms and publishers.</p> <h3>Alignment with IoT</h3> <p><strong>Depesh Mandalia:</strong></p> <p>In an ideal world I'd love to see social media converging with the internet of things to create an intelligence that's connected across your life. Imagine asking Alexa or Google Home for ideas of what food to order for home delivery, and recommendations based on your social connections or what others have recently ordered in your local area.</p> <p>The potential implications are huge for both the end user and for brands. Perhaps this is where we may see AI converging right down the middle to give us faster, better options to the age-old question of what to eat tonight.</p> <p><img src="https://assets.econsultancy.com/images/0009/1219/Alexa.JPG" alt="" width="600" height="405"></p> <h3>Better measurement</h3> <p><strong>Tom Pepper:</strong></p> <p>Measurement is the word on everyone’s lips at the moment but, beyond that, we really need to help marketers truly exhibit the great work they’re doing.</p> <p>I’d love to see marketers step outside their comfort zone and not just measure what they know through traditional marketing metrics, but focus their efforts on measuring business value too. Doing so will allow marketers to prove the impact their activity has on a business’s bottom line.</p> <h3>Variety within video</h3> <p><strong>Joanna Halton:</strong></p> <p>It shouldn't come as a shock to anyone, but video is going to continue to grow as a predominant medium across social and digital overall. The predictions vary, whether it's Cisco's 80% of internet traffic by 2019 or Mark Zuckerberg's estimation that 90% of Facebook's content will be video-based by 2018.</p> <p>Further supported by the launch of Facebook Watch and the success of Live. But either way, it's becoming the main way users prefer to consume content - especially mobile video. Marketers should consider that, according to the latest GlobalWebIndex report, mobile has now taken over as the primary way to access social media.</p> <p>Brands will need to work out how they can use the variety of different video formats effectively as part of their content marketing plans.</p> tag:www.econsultancy.com,2008:BlogPost/69649 2017-12-08T11:30:00+00:00 2017-12-08T11:30:00+00:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <p>Check out the trusty <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for more.</p> <h3>Emotion is the key to creating customer loyalty</h3> <p>Capgemini <a href="https://www.capgemini.com/resources/loyalty-deciphered/" target="_blank">recently surveyed</a> more than 9,000 consumers and 500 executives in a bid to understand the main drivers for customer loyalty. </p> <p>The results indicate that emotions have the strongest impact, as 82% of consumers with high emotional engagement always buy the brand they are loyal to (compared to 38% of consumers with low emotional engagement). The report also suggests that 70% of consumers with a high emotional engagement are willing to spend up to twice as much with those brands.</p> <p>However, while marketers are increasingly recognising this need to tap into emotion, it appears there is still work to be done. While eight in 10 executives say their brand understands the emotional needs and desires of consumers, just 15% of consumers say that brands do a good job of emotionally bonding with them beyond a functional relationship.</p> <p><img src="https://assets.econsultancy.com/images/0009/0989/capgemini.JPG" alt="" width="780" height="323"></p> <p>So, what does it take to create this emotional connection? I recently wrote about how <a href="https://econsultancy.com/blog/69643-four-key-traits-of-human-brands/" target="_blank">being a human brand</a> can forge better and more meaningful relationships, and why factors such as speaking like a real person and even admitting fault can make an impact.</p> <h3>Personalisation is now a necessity, no longer ‘nice to have’</h3> <p><a href="https://www.eagleeye.com/personalisation-beyond-name/" target="_blank">New research</a> by Eagle Eye has found that the majority of consumers consider personalisation in marketing a must-have, with a lack of relevance resulting in brand apathy.</p> <p>In a study of over 2,000 consumers, it found that 81% cite relevance as a key driver in whether or not they redeem promotions. Similarly, 75% are unhappy when they receive generic offers.</p> <p>The research also revealed an increasing demand for predictive offers, with 73% of respondents saying they would find it useful to be offered promotions for items they had run out of. This desire could also open greater marketing opportunities, as there is clear potential for brands to recommend or upsell a different or more expensive product.</p> <p><strong>Case studies on effective personalisation:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/67839-how-l-oreal-uses-personalisation-to-increase-brand-loyalty" target="_blank">How L’Oreal uses personalisation to increase brand loyalty</a></li> <li><a href="https://econsultancy.com/blog/69187-channel-4-on-the-future-of-tv-personalisation-gdpr" target="_blank">Channel 4 on the future of TV, personalisation &amp; GDPR</a></li> <li><a href="https://www.econsultancy.com/blog/69574-personalised-ad-campaigns-examples-from-argos-20th-century-fox-microsoft" target="_blank">Personalised ad campaigns: Examples from Argos, 20th Century Fox &amp; Microsoft</a></li> </ul> <h3>Smartphone ownership among UK children increases</h3> <p>MediaCom’s ‘<a href="https://www.mediacom.com/uk/think/reports/connected-kids-2017-report" target="_blank">Connected Kids</a>’ report has revealed that - while the number of UK kids owning tablet devices has fallen in the past year – ownership of smartphones has significantly increased among eight to 12 year olds.</p> <p>In line with this trend, the report also states that there has been a rise in watching TV on smartphones, with 33% of eight to 19 year olds now doing so compared to 25% last year. It appears kids are also accessing inappropriate content, as 84% of eight to 12 year olds say their parents often express concern over their internet safety.</p> <p><img src="https://assets.econsultancy.com/images/0009/0990/smartphone_ownership.JPG" alt="" width="780" height="493"></p> <p>When it comes to social media, Snapchat is the platform of choice for the majority of youngsters, largely because it gives users freedom to share and communicate with friends, without so much of a focus on general feedback. 35% of teens say Snapchat allows them to express their true self, while just 7% say the same for Twitter. </p> <p>Recently, Snapchat announced a new redesign that further enhances its focus on personal relationships. But what does this mean for brands? You can read <a href="https://www.econsultancy.com/blog/69623-how-will-snapchat-s-redesign-affect-branded-content/" target="_blank">more on that topic here</a>.</p> <h3>Customer experience for mobile travellers becomes a priority</h3> <p>Econsultancy's Digital Trends in the Travel and Hospitality report in association with Adobe has revealed that customer experience is now a top priority for travel executives. In fact, it has now overtaken customer acquisition as the number one business focus. This comes from a global survey of more than 600 senior digital marketing and ecommerce executives.</p> <p>Achieving these priorities in future will mean adapting the customer experience to mobile devices, with the rise in usage resulting in new demands for customer service and digital interaction.</p> <p><img src="https://assets.econsultancy.com/images/0009/0996/Travel_report.JPG" alt="" width="650" height="545"></p> <p>You can read <a href="https://econsultancy.com/blog/69652-four-key-digital-trends-impacting-travel-and-hospitality-brands/" target="_blank">more on other digital trends impacting the sector</a>, and subscribers can <a href="https://econsultancy.com/reports/digital-trends-in-the-travel-and-hospitality-sectors/" target="_blank">download the report in full</a>.</p> <h3>Plain packaging could cost the beverage industry nearly $300bn</h3> <p>In response to <a href="https://www.talkingretail.com/news/industry-news/plain-packaging-chocolate-alcohol-fizzy-drinks-next-claims-tobacco-firm-jti-20-03-2017/">calls for plain packaging</a> to be introduced by FMCG brands, Brand Finance <a href="http://brandirectory.com/BF-Plain-Packaging-Report-EMBARGO-7th-December-2017.pdf" target="_blank">has revealed</a> that it could result in significant losses for the industry.</p> <p>It reports that companies with alcohol or sugary drinks brands could be most at risk, with Pepsi predicted to lose 27% of its enterprise value if plain packaging is enforced. Similarly, due to its larger size, Coca-Cola could take an even bigger hit of $47.3bn. Overall, the beverage industry could potentially see losses of $292.7bn. </p> <p>With packaging a huge part of brand marketing strategies, the suggestion is likely to have been met with derision from those at the top.</p> <p><img src="https://assets.econsultancy.com/images/0009/0988/Plain_packaging.JPG" alt="" width="780" height="418"></p> <p><strong>More on product packaging:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69600-four-examples-of-persuasive-packaging-copy" target="_blank">Four examples of persuasive packaging copy</a></li> <li><a href="https://www.econsultancy.com/blog/68783-the-pros-and-cons-of-personalised-packaging-for-fmcg-brands" target="_blank">The pros and cons of personalised packaging for FMCG brands</a></li> </ul> <h3>One in ten Twitter users have deleted old tweets</h3> <p>Recent scandals involving celebrities and politicians have led to a large number of social media users ‘auditing’ their own histories to remove potentially offensive tweets. This is according to Online Spy Shop, which <a href="https://www.onlinespyshop.co.uk/blog/how-celebrity-twitter-scandals-changing-behaviour/" target="_blank">conducted a survey</a> of over 2,000 UK social media users.</p> <p>It found that 54% of users have performed a Twitter audit in the past month, and out of those, 32% deleted multiple posts. Users aged 18 to 34 are the most likely to do this, with 68% of this age group saying they have checked for regrettable content, and 48% going on to delete content in the past month.</p> <p>With high-profile names including Stormzy, Zoella, and Jared O’Mara recently coming under fire for offensive tweets, the general public appear to be showing greater awareness of how social media activity can resurface, potentially affecting future job or career opportunities.  </p> tag:www.econsultancy.com,2008:BlogPost/69575 2017-11-09T10:16:17+00:00 2017-11-09T10:16:17+00:00 How marketers can benefit from Twitter’s new 280 character format Tom Dibble <p>The company <a href="https://blog.twitter.com/official/en_us/topics/product/2017/tweetingmadeeasier.html">claims</a> this newfound freedom will make it easier for people and brands to use their platform. Traditionalists fear the change will fundamentally alter that which makes the platform unique; brevity.</p> <p>For brands, there will undoubtedly be benefits, but also pitfalls.</p> <p>Here are four ways I think Twitter’s 280-character count will benefit marketing teams. </p> <h3>Marketing teams will save time</h3> <p>Twitter has been testing 280-character tweets with a “small group” of users since September. According to the company, users in the test group spent less time composing on the platform.</p> <p>Any marketing professional who’s ever sent a tweet knows the challenge of sharing a coherent concept in 140 characters. For such a condensed medium, there can often be a disproportionate amount of editing required. While some polishing will still take place in the new, longer format, the less restrictive count should mean less tweaking.</p> <h3>Social engagement will increase</h3> <p>According to Twitter, those who tested the 280 count not only tweeted more often, they increased engagement (Likes, Retweets, @mentions) and earned more followers.</p> <p>For some in the test group, an increase in engagement meant they actually spent more time on Twitter, but for brands, if that time spent engaging Twitter’s 330 million monthly active users, it’s time well spent.</p> <h3>Reputation management will improve</h3> <p>In my sector (hospitality), hotel teams are now free to offer more detailed @ responses to guests, travelers and others with general inquiries.</p> <h3>Clarity and transparency will rise </h3> <p>There’s no reason why communications shouldn’t become easier to understand, in hospitality both from the guest and the brand perspective. Thoughts and questions should be easier to share. Cryptic acronyms are no longer critical. We may even see a return of proper grammar to the Twittersphere (though we’re not holding our breath).</p> <h3>The pitfall of 280 may be that brands will feel obliged to use it</h3> <p>One thing the extended character limit shouldn’t alter is the broader strategy of how marketing teams use the tool.</p> <p>Twitter users demand easily digestible information and correspondence. Long-format communication is still best shared on platforms such Facebook, Google+ or via traditional blogs. After all, 280 characters – roughly the length of this paragraph – is still pretty succinct space.</p> <p>It’s worth noting that, at least among Twitter’s 280-character test group, only about 1% of tweets ran up against the new 280 limit, as opposed to 9% of all English tweets previously hitting the 140 mark. In fact, just 5% of the test group’s tweets were longer than 140 characters.</p> <p>Exploring how to best leverage this update will take time. Brands should tap their trusted digital marketing partners for fresh ideas on how to benefit from the expanded format. </p> <p>Generally, however, teams will be wise to keep their tweets concise.</p> <p>It’s not called a microblog for nothing.</p> tag:www.econsultancy.com,2008:BlogPost/69554 2017-11-03T11:05:06+00:00 2017-11-03T11:05:06+00:00 A B2B lead gen case study: Which channels achieve the most qualified leads? Jack Ford <p>Best practice tips are heartily encouraged, but this is more about showing you what we did and the results we achieved.</p> <p>A few months ago I wrote my first <a href="http://www.salecycle.com/the-cart-abandonment-email-playbook/" target="_blank">marketing eBook</a> for SaleCycle (yay go me!) and launched an online lead generation campaign including paid social media and third-party publishers. The goal was to generate as many <strong>qualified</strong> leads as possible. </p> <p><em>N.B. I also used email, PPC and retargeting campaigns but wanted to focus this post on social media and third-party lead generation as these seemed the hardest to find numbers on.</em></p> <h3>The channels </h3> <ul> <li>Twitter (promoted tweet and lead generation card)</li> <li>Facebook (lead generation ad)</li> <li>LinkedIn (sponsored content)</li> </ul> <p><img src="https://assets.econsultancy.com/images/0009/0066/1.LinkedIn_Playbook_Ad.png" alt="LinkedIn Sponsored Ad" width="566" height="479"></p> <p><img src="https://assets.econsultancy.com/images/0009/0067/2._Twitter_lead_gen_card.png" alt="Twitter Lead Generation" width="611" height="435"></p> <p>I used two separate third-party publishers to promote the eBook to their database, one primarily with US contacts and the other with a UK bias.</p> <h3>The other kit</h3> <p>For the landing pages for the eBook I used the excellent <a href="https://unbounce.com/" target="_blank">Unbounce</a> integrated with our marketing automation software <a href="https://www.pardot.com/" target="_blank">Pardot</a>.</p> <p>I tried to set myself some benchmarks for these activities in terms of total number of leads I could expect and cost per <strong>qualified</strong> lead. That turned out to be much harder than I’d originally bargained for (i.e. a Google search).</p> <p><img src="https://assets.econsultancy.com/images/0009/0068/3._Google_search.gif" alt="Google Search" width="786" height="354"></p> <p>Before you inundate me with links that show the cost per lead or cost per action of various lead gen activities (<a href="http://www.wordstream.com/blog" target="_blank">WordStream</a> have got some great posts on these) - note my emphasis on “<strong>qualified</strong>” lead.</p> <h3>The challenges of B2B</h3> <p>Working in B2B marketing often means that not everyone will be the perfect fit as a client, therefore not every lead is going to be qualified.</p> <p>To make sure our clients get the best possible service (not to mention results), we (SaleCycle) target enterprise brands looking to boost their online sales. So that means while we may appeal to smaller companies, it wouldn’t make business-sense for either of us to work together. (No hard feelings though).</p> <p>This is the first job I’ve had where we’ve had to pass potential customers on to someone else who can better meet their needs (or most commonly; budgets). It took a while to get used to, but when you see the numbers behind it all, it makes sense for us.</p> <p>For a first pass of qualifying marketing leads we use traffic estimators such as <a href="https://www.alexa.com/siteinfo" target="_blank">Alexa</a> and <a href="https://www.similarweb.com/" target="_blank">SimilarWeb</a>. Neither are 100% perfect so we throw in some common sense and brand “X factor” into the mix too.</p> <p>However this challenge came through in bucketfuls during my lead generation campaign for the eBook. Let’s look at some of the numbers...</p> <p><em>So as not to give away all the ingredients in SaleCycle’s “secret marketing sauce” these numbers are taken from the first $1,300 (or £1,000) spent in each channel. There’s no discernible increase or decrease in effectiveness for the spend after this, so these are pretty close to being representative numbers and percentages.</em></p> <h3>How much exposure did each channel provide? (per $1,300 spent)</h3> <p><img src="https://assets.econsultancy.com/images/0009/0069/4_Ad_views_and_ctr.jpg" alt="Ad Views and CTR" width="550" height="369"></p> <p>Twitter was able to provide the largest audience for our ads, with the (now discontinued) lead generation card giving the biggest reach - almost a hundred times bigger than the UK publisher. However this smaller and more targeted audience generates a much better click through rate than its competitors.</p> <p>This small audience was made up of people who had visited the publisher’s ecommerce topic pages in the last 30 days. This really matched with our target market and goes beyond the usual “60% of subscribers are client-side” demographics usually provided.</p> <p><em>For the lead generation ads on Twitter and Facebook I’ve not included a CTR as the action is in the ad not on a landing page.</em></p> <h3>What about the downloads?</h3> <p><img src="https://assets.econsultancy.com/images/0009/0071/6._Downloads.jpg" alt="Downloads" width="550" height="460"></p> <p>Okay, so this table is almost like "the upside down" from Stranger Things when you compare the ranking for views with the ranking for conversion rate. On the surface it looks rosy for the social media channels with lots of views and a good number of downloads. But something unseemly is going on with the conversion %. </p> <p>In comparison, the publishers are setting world records for conversion rates from their subscribers.</p> <p>But at the end of the day I’m looking for qualified leads so the social media channels still have the highest chance of providing these.</p> <h3>Where is the quality?</h3> <p><img src="https://assets.econsultancy.com/images/0009/0072/8._Leads.jpg" alt="Leads" width="550" height="369"></p> <p>Well that didn’t quite work out for the social behemoths did it? Really small numbers of qualified B2B leads coming via Twitter and Facebook despite a healthy number of downloads.</p> <p>For these social campaigns I employed the various types of targeting available such as look-a-like followers, followers of relevant accounts, locations, interests, custom audiences etc. It’s disappointing to see that this painstaking work didn’t reap more qualified leads to pass in to our nurture program and primed sales team.</p> <p>It’s certainly an area I need to dig into for my next campaign to understand how this can be improved. I think on reflection, the lead generation card was perhaps not an ideal activity for a B2B campaign targeting business email addresses. It relies on people using their work emails for the social accounts. Something I don’t do.</p> <h3>Where should the money be spent next time?</h3> <p>So after looking through those metrics it’s time to get fiscal...</p> <p><img src="https://assets.econsultancy.com/images/0009/0073/9._Cost_Per_Lead.jpg" alt="CPL" width="550" height="369"></p> <p>As I mentioned before, this data comes from the first $1,300 (£1,000) spent in each channel, nonetheless the results above are eye-opening.</p> <p>For us the CPL (cost per lead) is the metric we will focus on as a benchmark for future campaigns.</p> <p>I’ve included the cost per download as an email address is often enough for a lead generation campaign, regardless of whether it is a business or personal account. Unsurprisingly (for me at least) the Facebook and Twitter lead generation ads came out as the cheapest per download.</p> <p>However their CPL is so high it’s going to take a serious review of the ads and targeting before I put more money on these channels for a similar campaign. Lots of experts claim Facebook is the place to be for B2B. </p> <p><img src="https://assets.econsultancy.com/images/0009/0074/10._Google_Facebook_B2B.png" alt="Google FB B2B" width="700"></p> <p>It’s interesting to see that the publishers produced the most economical leads and shows that if you can pinpoint a publisher or two that have the interest of your target market they are a great source of qualified leads. Like any battle-hardened marketer, I did some haggling on their prices to get to something I was comfortable with; a mix of targeting and value for money.</p> <p>Despite being <em>the</em> business network I was fairly (and pleasantly) surprised about the performance of LinkedIn and feel there are more gains to be made there next time. I will be trying out the text ad option for my next campaign to see how the clicks and conversions compare to a sponsored update.</p> <p><img src="https://assets.econsultancy.com/images/0009/0075/11._LinkedIn_text_ad.png" alt="LinkedIn Text Ads" width="700"></p> <p>The next step of measurement will be for me to keep tracking the value of opportunities and closed deals influenced by these campaigns. It’s currently sitting at over $50,000 for these leads which gives a potential ROI of nearly 700% for the first year of the deals.</p> <p>I don’t have any benchmarks but those numbers make me smile!</p> <h3>What did I learn?</h3> <p>There’s a few quick takeaways that jumped out at me during the campaign that I think are worth sharing and may help other B2B marketers.</p> <h4>1. Be clear on what makes a qualified lead.</h4> <p>The results above show that the social media giants of Facebook and Twitter can easily provide downloads, but don’t appear to be great at targeting qualified B2B prospects.</p> <p>In comparison, the third-party publishers charge per download but some will offer a greater amount of targeting to ensure more of these downloads qualify as leads. The UK publisher used for this campaign provided a really targeted audience and that shows in the results.</p> <h4>2. Stay on top of the social media campaigns.</h4> <p>This one didn’t really hit home until after my campaigns had ended and I was pulling the results together. But it can’t be overstated how easy it is to change and optimize social media lead generation campaigns.</p> <p>I believe I could have generated more leads from these channels if I’d changed the targeting, budget and ads as I learnt more throughout the campaign.</p> <h4>3. Take the time to look at the numbers.</h4> <p>Again, this one only really became clear after the campaign while I was writing this post, but it’s the key one to help me learn for the next campaigns.</p> <p>Without taking the time to review the numbers and what they really boiled down to I could be ploughing my money into Facebook and Twitter; their cost per download is pretty decent and they gave me the biggest reach. But I would have missed the fact that the real gems were the third-party publishers and the opportunity to improve the LinkedIn numbers too.</p> <p>There’s rarely a quiet time to do this kind of analysis but I’m sure it’ll help improve my future campaigns.</p> <h3>What’s next?</h3> <p>I think most of you are more than ready to agree with my opening statement that this post isn’t a how-to or a best practice guide, but I’ve certainly learnt a lot to take into my next campaigns. </p> <p>My three main points to focus on next time will be:</p> <ul> <li>Social media targeting - how can I do it better?</li> <li>Landing pages - how can I increase qualified leads (and decrease the others) at this stage?</li> <li>Results - be more reactive to in-campaign results and trends. Do ads or channels need ditching and switching?</li> </ul> <p>The purpose of this post was to provide a set of numbers other B2B marketers can use to frame their results or help plan their campaigns with. I hope it helps my peers out there. Please let me know any thoughts and don’t be too quick to jump in to point out any glaring rookie-mistakes ;-)</p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/blog/69396-three-ways-b2b-marketers-can-drive-more-traffic-to-their-sites/"><em>Three ways B2B marketers can drive more traffic to their sites</em></a></li> <li><a href="https://www.econsultancy.com/blog/69512-b2b-digital-transformation-key-trends-recommendations"><em>B2B Digital Transformation: key trends and recommendations</em></a></li> <li><em><a href="https://econsultancy.com/blog/69363-how-to-score-more-leads-with-the-b2b-messaging-equation/">How to score more leads with the B2B messaging equation</a></em></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69516 2017-10-23T09:26:00+01:00 2017-10-23T09:26:00+01:00 10 important digital marketing stats we’ve seen this week Nikki Gilliland <p>Now, let’s get cracking.</p> <h3>Snapchat and Instagram ad spend up 73% and 55%</h3> <p>New data from 4C Insights has revealed that ad spend was up for both Snapchat and Instagram in Q3 2017, rising 73% and 55% respectively.</p> <p>There was a rise in paid media spend across the board, with a 31% quarterly increase on Facebook, Instagram, Twitter, LinkedIn, Pinterest, and Snapchat.</p> <p>Instagram Stories remains a particularly strong channel, generating 220% year-on-year spend growth. Elsewhere, Facebook ad spend grew 27%, travel sector spend on Twitter surged 250% for the quarter, and ad spend on Pinterest grew 33% over the course of the year.</p> <h3>60% of speciality retailers offer loyalty programs compared to 22% of brands</h3> <p>A new report by <a href="https://astoundcommerce.com/us/specialty/">Astound Commerce</a> suggests that specialty retailers are outperforming brands in almost all omnichannel categories.</p> <p>First, 60% of specialty retailers offer programs to inspire customer loyalty, while only 22% of brands have these capabilities. Second, ensuring prices are consistent across channels is more complicated for retailers with many different brands, yet 37% offer these capabilities compared to only 6% of global brands.</p> <p>Lastly, three in four specialty retailers have a mobile app, while less than a quarter of brands can say the same.</p> <p><img src="https://assets.econsultancy.com/images/0008/9797/Loyalty.JPG" alt="" width="760" height="323"></p> <h3>More than half of Brits plan to buy Christmas gifts online</h3> <p>The latest <a href="https://www.salesforce.com/uk/form/industries/connected-shopper-report-2017.jsp?nc=7010M000000uIke&amp;d=7010M000002MOCH" target="_blank">report</a> from Salesforce suggests that the majority of Brits will be shopping online this Christmas. It found that 56% (or nearly three out of five Brits) plan to do half or more of their holiday shopping via the internet.</p> <p>Alongside a frustrating in-store customer experience, this could be due to online shopping allowing consumers to become increasingly informed. So much so that 56% of Brits claim to typically know more about a product than the store employee.</p> <p><img src="https://assets.econsultancy.com/images/0008/9793/Salesforce.JPG" alt="" width="780" height="216"></p> <h3>Nearly one in seven companies unprepared for GDPR</h3> <p><a href="https://dma.org.uk/research/the-gdpr-and-you-chapter-four" target="_blank">DMA research</a> has revealed that 15% of companies still have no plan in place to be ready for the new GDPR laws by May 2018.</p> <p>While 77% of marketers now rate their awareness as ‘good’, and 74% describe themselves as feeling somewhat or extremely prepared for the changes, this drops to 58% when it comes to their organisation being ready. </p> <p>Meanwhile, it also appears as if worries are increasing as time goes on. 42% of marketers now feel their business will be “very affected” by the new laws and a further 22% feel they will be “extremely affected”. Lastly, 65% of those surveyed agree that the GDPR will be a hindrance to their marketing.</p> <p><em>Check out our hub page to learn more about <a href="https://econsultancy.com/hello/gdpr-for-marketers/">how GDPR will affect marketers</a>.</em></p> <h3>98% of UK consumers believe in ‘bad personalisation’ </h3> <p>Research by Sitecore and <a href="https://www.vansonbourne.com/client-research/14121601jd" target="_blank">Vanson Bourne</a> has found that brands are failing to use customer data to deliver relevant and personalised customer experiences. In fact, a whopping 98% of UK consumers say that they believe ‘bad personalisation’ exists, with a further 66% believing brands are using out-of-date information about them.</p> <p>While brands say they’re collecting eight different types of data about online customers, 18% of them recognise that they lack the skills needed to properly use or analyse the data collected. </p> <p>Meanwhile, 42% don’t have the capabilities to integrate data collection and only 18% have the ability to collect online data on an individual (vs. consumer segment) level.</p> <p><img src="https://assets.econsultancy.com/images/0008/9791/Sitecore.JPG" alt="" width="650" height="618"></p> <h3>Click and Collect is driving additional in-store sales</h3> <p>A new report by <a href="http://now.jda.com/European-Customer-Pulse-Report-EMEA.html?srcid=jda-pr" target="_blank">JDA &amp; Centiro</a> suggests that click &amp; collect can be a pivotal driver for additional in-store sales. In a survey of more than 8,000 consumers across the UK, Germany, France and Sweden, 24% of European adults said that they have bought additional products while picking up their item from a physical retail store.</p> <p>UK consumers are particularly ahead of the curve in this area. 54% of UK shoppers say they have used it in the last year, compared to 42% for the European average.</p> <p>Despite this growing convenience, however, many consumers are still reporting frustrations over the online shopping experience. 55% of European adults say they have experienced a problem with an online order at some point in the last 12 months.</p> <h3>Consumers in developed countries are more suspicious of brands</h3> <p>Kantar TNS’s latest research has revealed that consumers in the UK and US are growing increasingly suspicious of brands, while those in emerging countries are more accepting of brand content and messaging.</p> <p>In China and Nigeria, 57% and 54% of consumers trust big global brands, however this falls significantly in developed markets like the USA and France, where just 21% and 15% trust big global brands.</p> <p>This ‘consumer trust divide’ was highlighted in a survey of 70,000 people across 56 countries. It also found that many consumers are choosing privacy over convenience, with 43% of global consumers objecting to connected devices monitoring their activities – even if it makes their lives easier.</p> <p><img src="https://assets.econsultancy.com/images/0008/9792/Kantar.JPG" alt="" width="780" height="390"></p> <h3>Majority of users happy with Twitter’s longer format</h3> <p>How do people feel about Twitter’s new 280-character limit?</p> <p>According to a survey by <a href="https://morningconsult.com/2017/10/13/u-s-adults-likely-favor-twitters-280-character-expansion/" target="_blank">Morning Consult</a>, people are largely positive, with 41% of users aged 18-29 responding well to the change, and just 14% expressing reservations.</p> <p>Similarly, 30% were somewhat supportive of longer-format tweets, while 17% said the increased character limit made them more likely to tweet themselves. 20% also agreed that they would be more likely to check Twitter for news about current events as a result of the change.</p> <p><img src="https://assets.econsultancy.com/images/0008/9796/Twitter.JPG" alt="" width="740" height="579"></p> <h3>Adspend on video ads overtake banners ads</h3> <p>The <a href="https://www.iabuk.net/research/digital-adspend" target="_blank">Internet Advertising Bureau UK</a> has reported that in the first half of the 2017, advertisers spent more on video ads than banner ads for the first time.</p> <p>Total digital adspend grew 13.8% to £5.56bn in the first six months of the year compared to the same period a year earlier. However, spending on online video ads grew at 46% to reach £699m, while spend on banner ads slowed to just 2%, reaching £685m.</p> <p>Video is now said to be the fastest-growing ad format, accounting for 35% of all spend going on display advertising. Meanwhile, display advertising as a whole grew 18% to £2bn.</p> <h3>Consumers think brands have a responsibility to break gender stereotypes</h3> <p>Finally, a <a href="http://blog.choozle.com/category/other/">Choozle</a> survey has delved into consumer sentiment on the usage of gender stereotypes in digital advertising, and whether or not it affects purchasing decisions.</p> <p>The results indicate that consumers feel it should be the brand’s responsibility to break down gender stereotypes, with 37% of people agreeing that the industry should not use them.</p> <p>Similarly, 36% of respondents said they like a brand more when it runs advertisements that break stereotypes and 25% said they are more likely to purchase from that brand. </p> <p><img src="https://assets.econsultancy.com/images/0008/9799/Gender_stereotypes.JPG" alt="" width="760" height="378"></p> tag:www.econsultancy.com,2008:Report/4605 2017-09-26T14:23:00+01:00 2017-09-26T14:23:00+01:00 Social Quarterly: Q3 2017 <p>The <strong>Social Quarterly</strong> is a series of presentations by Econsultancy, which curate the latest trends, developments and statistics in social media. The reports focus on distilling the most recent data and trends, aiming to provide a guide to what's happening now in social media and what you should be keeping an eye on.</p> <p>Social media evolves rapidly, and the <strong>Social Quarterly</strong> provides an overview of the latest trends in the industry. It contains information which can be integrated into your own documents, allowing you to prepare a pitch or use internally at a moment's notice.</p> <p>The Social Quarterly examines the current social media landscape, trends and updates on various social platforms and considers what will happen next. Updated four times per year, it will help to quickly surface statistics and trends you can use and react to immediately.</p> <p><strong>This edition of Social Quarterly includes </strong>Facebook’s introduction of new fundraising tools, including the ‘Donate’ button, LinkedIn’s new ‘Audience Network’, a look at Instagram’s updates to Stories and Facebook’s new ‘Watch’ button, amongst other innovations.</p> <p>Bringing to life data from the <a href="https://econsultancy.com/reports/social-media-statistics">Internet Statistics Compendium</a> and the <a href="https://econsultancy.com/blog/">Econsultancy blog</a>, the Social Quarterly is the best of social in an easy-to-digest format.</p> <p>The Social Quarterly will allow you to:</p> <ul> <li>Stay up to date with regular developments across multiple social media platforms.</li> <li>Present and pitch at short notice with clear and effective data.</li> <li>Pinpoint areas in which you want to find out more and use the linked Econsultancy resources and blog posts to do this.</li> <li>Spot potential ways your company could be using social media but is not currently.</li> </ul>