tag:www.econsultancy.com,2008:/topics/twitter Latest Twitter content from Econsultancy 2017-11-09T10:16:17+00:00 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> tag:www.econsultancy.com,2008:BlogPost/69395 2017-09-07T10:56:00+01:00 2017-09-07T10:56:00+01:00 The best social media stories and campaigns from August 2017 Nikki Gilliland <h3>Instagram Stories reaches 250m daily users</h3> <p>Instagram Stories celebrated its first birthday at the beginning of the month, taking the opportunity to announce that 250m people are now using Stories every day.</p> <p>As well as surpassing Snapchat’s 166m daily users, Instagram Stories has also contributed to an overall rise in users on the platform, with people naturally taking to sharing disappearing content.</p> <p>Users under the age of 25 are now said to spend more than 32 minutes a day on Instagram, while users aged 25 and older spend more than 24 minutes a day.</p> <p><img src="https://assets.econsultancy.com/images/0008/8684/Instagram_Stories.JPG" alt="" width="650" height="554"></p> <h3>Obama’s response to Charlottesville becomes most-liked tweet in history</h3> <p>In the wake of the tragic violence in Charlottesville Virginia, Barack Obama responded with a tweet that has gone on to become the most-liked in history. Quoting Nelson Mandela alongside a photo of himself greeting children, the tweet generated over 2m likes in just a few days.</p> <p>Currently, it stands at 4,571,083, surpassing Ariana Grande’s tweet in response to the Manchester bombings.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">"No one is born hating another person because of the color of his skin or his background or his religion..." <a href="https://t.co/InZ58zkoAm">pic.twitter.com/InZ58zkoAm</a></p> — Barack Obama (@BarackObama) <a href="https://twitter.com/BarackObama/status/896523232098078720">August 13, 2017</a> </blockquote> <h3>Ikea’s ASMR video</h3> <p>Ikea is the latest brand to jump on board the weirdly enjoyable <a href="https://www.econsultancy.com/blog/68306-what-is-asmr-and-why-are-brands-like-kfc-getting-involved" target="_blank">phenomenon that is ASMR</a>. As part of its ‘Oddly Ikea’ campaign, it created a 25-minute video promoting its new range of ‘back to school’ items for college and university accommodation. </p> <p>The video involves a woman narrator gently caressing pillows and delicately grazing her nails over a lamp, all the while explaining the products’ various features.</p> <p>If you’re a fan of ASMR, you’re bound to enjoy it – just don’t blame us if you start purchasing Ikea bedding in your sleep. </p> <p><iframe src="https://www.youtube.com/embed/uLFaj3Z_tWw?wmode=transparent" width="854" height="480"></iframe></p> <h3>National Lottery’s #Represent campaign backfires</h3> <p>The UK National Lottery obviously didn’t learn anything from Walker’s <a href="https://econsultancy.com/blog/69153-how-big-brands-coped-with-social-media-crises" target="_blank">spectacular Twitter fail</a> earlier this year. Its recent social media campaign, #Represent, suffered exactly the same fate thanks to an almost identical spate of pranks.</p> <p>The idea was that people would leave messages of support for the British Athletics team, which would then be incorporated into images featuring the athletes. Instead, users recognised that the tweets would be automatically generated, and took the opportunity to leave a series of offensive messages and slogans – just like they did with Gary Lineker. </p> <p>Seriously, do people have nothing better to do?</p> <p><img src="https://assets.econsultancy.com/images/0008/8683/National_Lottery.JPG" alt="" width="515" height="578"></p> <h3>CNN starts daily streaming on Snapchat</h3> <p>CNN premiered The Update on Snapchat Discover in August – a new daily news show featuring breaking stories and reports from around the world. </p> <p>The decision comes hot on the heels of NBC’s Stay Tuned program, as well as publishers like Buzzfeed, the New York Times, and Vice, who also post breaking news content on the platform.</p> <p>CNN is hoping that the show will resonate with millennials looking for bite-sized and reliable news content on mobile. </p> <h3>Facebook adds logos to links to fight fake news</h3> <p>Facebook has taken another step towards fighting fake news, announcing that it is to add brand logos next to article links in Trending and Search. The decision is a result of research that found a large percentage of users are unable to determine the original source of news, as well as whether or not it is reputable.</p> <p>Only approved publisher Pages will be able to upload their own logos, which means that unreliable or deliberately fake news publishers will be kept at bay. </p> <p><img src="https://assets.econsultancy.com/images/0008/8723/Facebook_fake_news.JPG" alt="" width="560" height="591"></p> <h3>Trivago ads spook Londoners</h3> <p>Despite a number of fun and creative ads around in August, there’s only one that’s been standing out to Londoners – and not for the right reasons.</p> <p>Trivago has taken to plastering its posters all over the city's tube stations, so much so that the Trivago lady (you know her, she wants to find your ideal hotel for the best price) has been haunting people’s dreams.</p> <p>According to reports, she’s also been filming a number of Trivago TV adverts in recent months, which means we’re far from rid of her yet. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Trivago, you're making us all very, very scared. <a href="https://twitter.com/hashtag/SheHauntsMe?src=hash">#SheHauntsMe</a> <a href="https://twitter.com/hashtag/TrivagoWoman?src=hash">#TrivagoWoman</a> <a href="https://t.co/H8qI5rnyr5">pic.twitter.com/H8qI5rnyr5</a></p> — Sabrina Rodriguez (@sabrodriguez1) <a href="https://twitter.com/sabrodriguez1/status/902944862001135616">August 30, 2017</a> </blockquote> <h3>Always #LikeAGirl campaign tells us to keep going </h3> <p>Procter &amp; Gamble resurrected its ‘Like a Girl’ campaign in August, this time basing it around a startling new statistic – that 50% of girls feel paralysed by fear of failure during puberty, while 75% of girls agree that social media contributes to this fear.</p> <p>Always’ new campaign ‘Keep Going’ sends the message that failure is okay, because it helps people to learn and to grow.  </p> <p>Alongside an 80-second video, the campaign has also involved work with UK influencers talking about their own experiences of failure, including Hannah Witton and Alesha Dixon.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">NEW VIDEO</p> <p>Dealing with the fear of failure | A Chatty GRWM <a href="https://twitter.com/hashtag/LikeAGirl?src=hash">#LikeAGirl</a> <a href="https://twitter.com/hashtag/ad?src=hash">#ad</a></p> <p>Hope you enjoy!<a href="https://t.co/gZSgBqR195">https://t.co/gZSgBqR195</a> <a href="https://t.co/ReFEllSWED">pic.twitter.com/ReFEllSWED</a></p> — Hannah Witton (@hannahwitton) <a href="https://twitter.com/hannahwitton/status/898152332302725120">August 17, 2017</a> </blockquote> <h3>Match.com creates male model pop-up</h3> <p>Match.com launched its very own ‘Model Male’ pop-up shop in August, allowing women to browse a selection of its male members in 3D model form. </p> <p>Apparently the initiative was meant to encourage women to make the first move, and to counteract negative dating traits including ‘ghosting’ and ‘breadcrumbing’. In other words, to represent Match.com’s commitment to forging long-lasting relationships. </p> <p>(In case you’re wondering, breadcrumbing doesn't refer to when a partner eats biscuits in bed, but when a person deliberately leads someone on).</p> <p><iframe src="https://www.youtube.com/embed/TWpwafvaflU?wmode=transparent" width="854" height="480"></iframe></p> <h3>YouTube introduces ‘Breaking News’ feed</h3> <p>August also saw YouTube introduce a ‘breaking news’ carousel to its homepage and mobile app, suggesting that the platform wants to offer users a different way of browsing.</p> <p>It also indicates that the platform wants to edge into Twitter’s territory, following on from the latter positioning itself as a place to come for breaking news.</p> <p>YouTube has not yet indicated whether or not its news section will be curated or determined by its algorithm, however, it's bound to be an interesting development for 24-hour news broadcasters who already publish content on the site.</p> <p><img src="https://assets.econsultancy.com/images/0008/8727/YouTube.JPG" alt="" width="483" height="457"></p> <p><em><strong>To learn more on this topic, check out Econsultancy's range of <a href="https://econsultancy.com/training/courses/topics/social/">social media training courses</a>.</strong></em></p> tag:www.econsultancy.com,2008:BlogPost/69239 2017-07-13T13:17:13+01:00 2017-07-13T13:17:13+01:00 Will emoji search ever catch on? Kayak certainly hopes so Nikki Gilliland <p>However, despite recent a suggestion that we’ve reached ‘peak emoji’ – with 59% of millennials also saying that brands try too hard when using emojis in ad campaigns – it doesn’t look like the trend is about to disappear any time soon.</p> <p>Kayak, the online travel search engine, has recently announced a new feature that allows users to search for a specific travel destination by emoji. While the concept itself is nothing new – we’ve already seen the likes of Google and Yelp launch emoji search – Kayak is one of the first travel brands to get on board.</p> <p>So, how does it work exactly? And are other brands experimenting with emoji in this way? Here’s a bit more on Kayak’s activity as well as whether it’ll catch on with online consumers. </p> <h3>Using emoji for a better UX</h3> <p>Instead of incorporating emojis into brand communication, companies are now starting to think about how emojis can be used to aid or enhance the user experience.</p> <p>The idea that most people now recognise and understand emojis (even when there are no accompanying words) arguably means that it has become a language in its own right.</p> <p>Let’s say, for example, if a person uses an American flag and a statue of liberty emoji in an Instagram post – it’s pretty obvious where they’re going on holiday, even if they don’t specify using text.</p> <p>This is the thinking behind Kayak’s new search tool, which so far involves 10 emojis each relating to a specific location. The three-leaf clover signifies Dublin, while a red light stands for Amsterdam. Kayak is allowing users to vote for what emojis should be used for other destinations, too.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Just a few days left to vote: which city is worthy of the ? The ? The ? Help us pick the next 15 searchable emoji <a href="https://t.co/i00e3t85l8">https://t.co/i00e3t85l8</a></p> — KAYAK (@KAYAK) <a href="https://twitter.com/KAYAK/status/884447635859492864">July 10, 2017</a> </blockquote> <h3>Will it catch on?</h3> <p>It’s clear that consumers are open and willing to engage with emojis – a recent study by <a href="https://www.leanplum.com/resources/library/emoji-push-notifications/" target="_blank">Leanplum</a> suggests that emojis in push notifications increase open rates by up to 85%. However, search is an entirely different ball game.</p> <p>The real question for Kayak is – will users bother to use emojis when searching or even be aware that the feature exists? While a lot of people naturally use emojis in conversation, there’s certainly a difference between talking to your friends and a brand – and even more of a leap to researching travel. </p> <p>In this case, Kayak’s example could merely be classed as clever bit of PR – something to merely generate interest and awareness. </p> <p>We’ve seen many brands do a similar thing. Domino’s launched a feature to allow users to order via the pizza emoji. Meanwhile, <a href="https://econsultancy.com/blog/69189-a-closer-look-at-wwf-s-social-strategy">WWF</a> launched the #endageredemoji campaign, using emojis to highlight animals that are endangered all over the world, as well as raising money via retweets. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Retweet to protect these <a href="https://twitter.com/hashtag/endangeredemoji?src=hash">#endangeredemoji</a> <br>...a <a href="https://twitter.com/WWF">@WWF</a> mission</p> — Satya Chudhary (@satyach17) <a href="https://twitter.com/satyach17/status/875680812368375808">June 16, 2017</a> </blockquote> <p>Kayak says that its new search tool is not just the brand getting on board the emoji bandwagon – neither is it a marketing ploy or a ‘trendy’ PR campaign. Rather, it is about utility. Recognising that emojis are now such an ingrained part of everyday culture, the aim is to simplify the user experience by allowing users to communicate with the brand just like they would their friend.</p> <h3>Issues with user intent</h3> <p>One of the biggest problems brands face with emoji search is determining user intent. After all, emojis can be highly subjective or simply too general.</p> <p>As a rather broad example, someone might search Google using the apple emoji, but it will still be unclear what exactly they are searching for. The answer could range from recipes to supermarkets – even the ‘Big Apple’ i.e. New York City. </p> <p>In this instance, instead of simplifying the experience it actually means that users will spend more time scrolling or looking for the answer that’s relevant to them.</p> <p>So, perhaps emoji search will be better suited within a specific category or industry, like travel. Kayak is cleverly getting around the problem of user intent by choosing to let consumers determine what emojis are used for what city. </p> <p>Other brands, like Yelp – which lets users search for local businesses and restaurants – also capitalise on the fact that people will always be searching for a place (not subjective results like information or meaning). If a user searches for the hamburger emoji on Yelp, it is quite clear what they’re looking for.  In this case, I can definitely see how emoji search might appeal to those who already naturally use emojis.</p> <p><img src="https://assets.econsultancy.com/images/0008/7394/Yelp.JPG" alt="" width="340" height="609"></p> <h3>Emoji search on social</h3> <p>Lastly, while emoji search might have its limitations for brands, perhaps social media platforms could be a better fit. </p> <p>Earlier this year, it was revealed that Twitter had added the ability for users to search using emojis. And though the feature is likely to be underemployed by users, it seems to present far more opportunities for brands themselves. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Twitter now supports emojis in search. Here are people using the fax machine emoji for some reason <a href="https://t.co/MWO6BrN4sk">pic.twitter.com/MWO6BrN4sk</a></p> — Emojipedia (@Emojipedia) <a href="https://twitter.com/Emojipedia/status/857919719202058240">April 28, 2017</a> </blockquote> <p>This is because the feature returns all tweets that include the emoji you search for, essentially allowing brands to target people on this basis.</p> <p>So, if we turn the tables, and Kayak wanted to target Twitter users including the Statue of Liberty emoji or the Irish flag – it means they could easily find and engage with them.</p> <h3>In conclusion…</h3> <p>Kayak’s new emoji search is certainly a fun feature, and one that is bound to give its content and social strategy a boost (the tool can also be used via the brand’s Facebook Messenger bot). The added gamification element of people voting to determine different emojis is also likely to generate involvement – especially considering the famous ‘poop’ emoji has yet to be assigned.</p> <p>In terms of whether the feature will be heavily used in future is much less certain.</p> <p>Maybe it depends on how the technology itself evolves. As it stands, most search engines can only recognise a few emojis at a time, but as the ‘language’ itself continues to evolve, perhaps too will the ability to interpret it.</p> <p>Will we see travellers researching and booking entire holidays via emoji in future? Probably not. For now, at least, it makes the process of looking for flights a little more fun.</p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68607-the-art-of-the-emoji-how-and-when-brands-should-use-them/">The art of the emoji: How and when brands should use them</a></em></li> <li><em><a href="https://econsultancy.com/blog/68745-five-examples-of-brands-using-emojis-in-marketing-campaigns" target="_blank">Five examples of brands using emojis in marketing campaigns</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/67965-emojis-gone-wild-twitter-unveils-emoji-targeting" target="_blank">Emojis gone wild: Twitter unveils emoji targeting</a></em></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69162 2017-06-09T00:01:00+01:00 2017-06-09T00:01:00+01:00 Are there signs of hope for Twitter in Asia-Pacific? Jeff Rajeck <ul> <li>The company reported an 8% fall in quarterly ad revenue in Q1 2017 (a first for the 11-year-old firm)</li> <li>Its monthly active users (MAUs) have increased by less than 10% over the past two years (302m Q1 2015 to 320 Q1 2017)</li> <li>And now even a Twitter clone, Weibo, has more monthly active users than Twitter - despite having few users outside of China</li> </ul> <p>With stats such as these many marketers have filed Twitter in the 'lost cause' bin and started to spend their time and money elsewhere.</p> <p>But there have been recent positive signs in a, perhaps, unlikely place - Asia-Pacific.. Here are three reports which have all attested to the value of the iconic microblogging service in the region.</p> <h3>1) Twitter ads beat Facebook for app retention in the Southeast Asia</h3> <p>AppsFlyer, a leading mobile attribution platform, releases a report twice per year which <a href="http://index.appsflyer.com/?version=1">ranks the effectiveness of various media platforms</a>.</p> <p>Its methodology is to measure the install and retention rate for apps downloaded through organic media and compare it with the same metrics for apps downloaded after media buys.  The difference between the two figure shows the value of the advertisement medium for obtaining and keeping app users. </p> <p>They are interesting metrics because if a platform is showing ads which encourages viewers not only to download but to use apps, then people are taking in ad information on the platform to a reasonable extent.</p> <p>By these measures, Twitter is the third best platform in Southeast Asia for encouraging downloads and the best, better than Facebook, for user retention for non-gaming apps on iOS. On Android it slips only to number two, but still head of Facebook.</p> <p><strong>Twitter, it seems, is an effective way to reach users in Asia</strong> and, as a result, drives real value for app publishers in the region.</p> <p> <img src="https://assets.econsultancy.com/images/0008/6654/1.jpg" alt="" width="800" height="428"></p> <h3>2) Monthly and daily active users are up significantly in the region</h3> <p>Twitter has recently suffered a string of executive departures in Asia. But Maya Hari, the current Twitter APAC MD, <a href="http://www.campaignasia.com/article/twitter-hasnt-missed-a-beat-in-apac-says-new-chief/436346">recently reported positive numbers for the social network in the region</a>.</p> <p>Some of her observations include: </p> <ul> <li>APAC revenue grew faster than other regions in Q1 2017</li> <li>Monthly Active Users grew by 9 million quarter-on-quarter</li> <li>Daily active users in the region grew for the fourth consecutive quarter with accelerating daily usage </li> </ul> <p>Naturally these stats have been carefully selected to highlight Twitter's strengths, but they are solid indicators that <strong>the network is still gaining traction in Asia-Pacific.</strong></p> <h3><img src="https://assets.econsultancy.com/images/0008/6655/2.jpg" alt="" width="800" height="500"></h3> <h3>3) Twitter is big in Indonesia - and Indonesia is growing</h3> <p>While new MAUs may be lagging in many countries in the West, Twitter has relatively high penetration in Indonesia and Indonesia's internet user base is growing fast.</p> <p>eMarketer <a href="https://www.clickz.com/social-media-in-indonesia-big-numbers-with-plenty-of-room-to-grow/94062/">reports</a> that Twitter has around a 17% penetration rate in Indonesia which, with <a href="http://www.internetworldstats.com/asia.htm#id">132 million internet users</a>, means that Twitter has around 20 million users in the country.<strong> </strong></p> <p>As Indonesia's internet user base is <a href="https://www.statista.com/statistics/254456/number-of-internet-users-in-indonesia/">set to grow by between 5 and 10% per year over the next 5 years</a>, Twitter will potentially add tens of millions of users in the country by 2021.</p> <p>Twitter is also culturally significant in the country. For example, a tweet regarding a presidential bid in the country was the second most retweeted tweet at the time, with over one million retweets.</p> <blockquote class="twitter-tweet"> <p lang="in" dir="ltr">Denny JA: Dengan RT ini, anda ikut memenangkan Jokowi-JK. Pilih pemimpin yg bisa dipercaya (Jokowi) dan pengalaman (JK). <a href="https://twitter.com/hashtag/DJoJK?src=hash">#DJoJK</a></p> — Denny JA (@DennyJA_WORLD) <a href="https://twitter.com/DennyJA_WORLD/status/474141231996350466">June 4, 2014</a> </blockquote> <p>Finally, <a>a recent report</a> published by The Institute for Software Research at Carnegie Mellon concluded that <strong>Twitter is so prevalent in the country that 'disaster management tools that employ Twitter should be relatively effective in Indonesia.'</strong></p> <p><strong><img src="https://assets.econsultancy.com/images/0008/6656/3.jpg" alt="" width="800" height="500"></strong></p> <h3>And from another perspective...</h3> <p>Twitter's numbers for Asia-Pacific do look positive for the company, but besides the figures, the social network makes sense for Asia, especially the emerging economies.</p> <p>Twitter's 'lite' version is 30% faster and 70% cheaper in terms of data consumption than their standard app and takes up less than 1MB on a phone. All of which are critical growth factors for the many countries where nearly all mobile users pre-pay for data (estimated to be 99% of mobile users in Indonesia). </p> <p>So overall, it may not yet be time for marketers to raise their stakes in Twitter in Asia or elsewhere, but <strong>these reports show it is too early to write off the network because of a few bad quarterly indicators.</strong></p> <p>There is, therefore, still hope for Twitter!</p> tag:www.econsultancy.com,2008:BlogPost/69143 2017-06-02T12:33:26+01:00 2017-06-02T12:33:26+01:00 10 intriguing digital marketing stats from this week Nikki Gilliland <h3>71% of Brits think voice will be used in daily tasks in 10 years</h3> <p>According a consumer survey by Wiraya and YouGov, 71% of consumers think voice will be used for one or more daily tasks by 2027, while 26% of Brits already interact with day-to-day technology using voice activation.</p> <p>Helen Mirren was voted the voice people would most want to hear on automated calls, closely followed by Ewan McGregor, and then Tom Hardy.</p> <p><img src="https://assets.econsultancy.com/images/0008/6516/Voice.JPG" alt="" width="780" height="421"></p> <h3>C-Suite executives rank customer experience as top priority</h3> <p>Calabrio has <a href="http://learn.calabrio.com/dl-customer-experience-era-intl/" target="_blank">released a report</a> that reveals customer experience is now a top priority for US and UK business executives – ranked above sales and revenue as a primary concern for 2017.</p> <p>52% of senior leaders now view customer experience as the most important way of differentiating their brand. Further findings suggest it’s not that easy, however, with the biggest obstacles being achieving a single customer view and integrating customer data.</p> <p>29% of C-Suite execs are still unsure of the number of devices customers are using to complete a purchase, and only one in three believe that customers are connecting with brands using more than two devices.</p> <h3>Only half of consumers know how to block ads on mobile</h3> <p>Despite more than 80% of the people surveyed owning a mobile device, just 15% of them block ads on their mobile devices, compared to 68% blocking ads on their laptops.</p> <p>This is according to a <a href="http://insight.globalwebindex.net/mobile-ad-blocking-2017" target="_blank">GlobalWebIndex study</a>, which delved into the reasons why the US and EU are way behind Asia when it comes to the uptake of mobile ad blocking. </p> <p>Results show that users are unaware they can block ads on mobile devices, with just 48% of device owners currently aware of the possibility. It’s clear that many are still frustrated with online advertising, as one in three mobile users feel they see too many ads when browsing, and almost 50% have a desire to block all ads on their mobile devices.</p> <p><img src="https://assets.econsultancy.com/images/0008/6510/mobile_ad_blocking.JPG" alt="" width="780" height="420"></p> <h3>70% of audiences want social media companies to tackle fake news</h3> <p>Research by the7stars has revealed that just 20% of UK news audiences feel confident that the news they are reading is real, and 70% want social media companies to take more responsibility for tackling fake news.</p> <p>In a survey of 1,000 Brits, 45% said that it’s difficult to understand what is fake news and what isn’t. Just 7% said they felt Facebook and Twitter are doing enough to protect them from fake news.</p> <p>Only 10% of respondents said they trust news shared by friends on social media, with 45% saying they would not trust a shared news article.</p> <h3>Champions League engages more fans on social than FA Cup</h3> <p>Ahead of this year’s Champions League Final, Adobe has revealed how fans have been engaging with football's biggest competitions on social media.</p> <p>Taking into account over 27.8m mentions of the Champions League and FA Cup, stats show that the Champions League has been dominating, garnering over 22m social mentions – an average of 2.4m mentions a month. </p> <p>In contrast, the FA Cup generated just over 5.8m social mentions during its tournament phase, with an average of almost 900,000 mentions a month.</p> <p>This appears to be due to the Champions League’s international presence, with 84% of mentions coming from outside of the UK, compared to 63% coming from abroad for the FA Cup.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/hashtag/UCLfinal?src=hash">#UCLfinal</a> Festival in Cardiff Bay:</p> <p>Sunshine ✅<br>Floating pitch ✅<br>Ultimate Champions Match ✅</p> <p>Details: <a href="https://t.co/WPHOv0QOZb">https://t.co/WPHOv0QOZb</a> <a href="https://t.co/OnycoUM95S">pic.twitter.com/OnycoUM95S</a></p> — Champions League (@ChampionsLeague) <a href="https://twitter.com/ChampionsLeague/status/870292999967842304">June 1, 2017</a> </blockquote> <h3>Biggest UK mortgage companies are delivering poor online experience</h3> <p>According to <a href="http://dock9.com/latest/press-release-uk-mortgage-giants-failing-customers-online-says-research" target="_blank">new research</a> by Dock9, three of the UK’s biggest mortgage providers are ranked worst in terms of online customer experience.</p> <p>In a study of the best and worst online experiences for 19 major mortgage intermediaries, high street and specialist lenders – Santander, Nationwide, and Natwest finished bottom of the pile. Barclays, Lloyds, and TSB were ranked top.</p> <p>Overall, it found 53% of companies are failing to design websites fully suited to mobile and tablet devices. 65% are only partially or not responsive at all, meaning customers have a much longer journey than necessary. </p> <h3>72% of marketers fail GDPR consent test </h3> <p>A test conducted by <a href="https://uk.mailjet.com/blog/guide/gdpr-research-report/" target="_blank">Mailjet</a> found that 72% of UK marketers either cannot answer, or incorrectly list the necessary conditions to meet GDPR requirements for ‘opt-in’ consent.</p> <p>With less than a year to go, just 17% of respondents have taken all of the recommended steps towards GDPR compliance. The reason could be that many marketers wrongly believe that the fine for non-compliance is €5.2m, when it is in fact €20m, or 4% of their global revenue.</p> <p>This is not the only area of confusion - 64% also assume GDPR means they must ensure individuals are able to opt-out easily, while 32% of UK marketing professionals believe they will be able to automate processing of location data without ‘opt-in consent’.</p> <p>For a handy breakdown of the GDPR, head on over to <a href="https://econsultancy.com/blog/69119-gdpr-needn-t-be-a-bombshell-for-customer-focused-marketers/" target="_blank">Ben's article</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/6511/GDPR.JPG" alt="" width="780" height="394"></p> <h3>90% of UK consumers have unsubscribed from retail communications in the past year</h3> <p>New research by Engage Hub has revealed that 90% of UK consumers have unsubscribed from communications from retailers in the past 12 months, with 46% saying it is due to an onslaught of messages from brands.</p> <p>In a survey of over 1,500 consumers, one third of respondents said they were unhappy with the frequency of offers or updates they receive. 24% say they receive something at least once a day, while 15% say they receive even more.</p> <p>Alongside the frequency of communication - irrelevancy is also a problem. 24% of respondents said they have unsubscribed from a retailer due the messages being highly irrelevant to them.</p> <h3>Stock in UK supermarkets declines 5.7%</h3> <p>A study by <a href="https://www.iriworldwide.com/en-GB/insights/Publications/Launching-a-new-product" target="_blank">IRIR</a> has found a 5.7% decline in the amount of products UK supermarkets are stocking in stores. From February 2016 to February 2017, there was an average of 930 fewer products available to shoppers in their local supermarket.</p> <p>During the same period, there was a decline of 8.4% in new branded items, with sales of new products also down by 6.5%. </p> <p>As well as fewer branded products being launched, supermarkets are also struggling to gain sufficient distribution, with only one in every seven new products achieving more than 75% distribution across the major UK supermarkets.</p> <p><img src="https://assets.econsultancy.com/images/0008/6509/distribution.JPG" alt="" width="738" height="388"></p> <h3>Budgets for experiential marketing predicted to rise</h3> <p>According to <a href="https://www.freeman.com/news/press-releases/new-research-from-freeman-and-ssi-confirms-brand-experiences-matter-to-marketers-and-theyre-willing-to-pay-for-them" target="_blank">Freeman</a>, one in three global marketers expect to allocate up to half of their budget to experiential marketing in the next three years. </p> <p>In a survey of over 1,000 CMOs in the US, Europe, and Asia, 59% of respondents agree that brand experiences have the ability to create stronger relationships with audiences. As a result, 51% say they plan to spend between a fifth and a half of their budget on experiential in the next three years.</p> <p>Currently, 42% of marketers in Asia are using sensory interaction as a means of creating personalised experiences, compared to 28% in the US and just 13% in Europe. 31% of Asian companies are using virtual reality, compared to just 7%-9% elsewhere.</p> tag:www.econsultancy.com,2008:BlogPost/69124 2017-05-31T10:15:00+01:00 2017-05-31T10:15:00+01:00 The best social stories and campaigns from May 2017 Nikki Gilliland <p>Subscribers can also download the <a href="https://econsultancy.com/reports/social-quarterly-q2-2017/" target="_blank">Social Quarterly Q2</a> for a more in-depth look at all the social media news from the past few months.</p> <h3>Instagram launches face filters</h3> <p>First up is the introduction of augmented reality face filters into Instagram’s Stories platform. </p> <p>Hot on the heels of other Snapchat-style features like slideshows and disappearing messages, the eight face filters allow users to jazz up standard selfies with koala ears, nerdy glasses, and butterfly crowns.</p> <p>Despite the almost-identical nature, early reviews suggest that Instagram’s effort isn’t quite as slick as Snapchat’s, with the filters failing to track user movements quite so well.</p> <p><img src="https://assets.econsultancy.com/images/0008/6424/Instagram_face_filters.JPG" alt="" width="760" height="398"></p> <h3>#Nuggsforcarter sets Twitter record</h3> <p>Early in May, a chap named Carter stole Ellen DeGeneres’ crown for the most-retweeted Twitter post of all time – all in aid of his one-man crusade for chicken nuggets. </p> <p>Carter asked Wendy’s how many retweets he would need to win a year’s supply of nuggs, and while he failed to hit the fast food chain’s target of 18m, he still managed to beat DeGeneres’ former record with a total of 3,632,995 retweets to date. </p> <p>Wendy’s has also given into his request for nuggets every day for a year (probably much to the dismay of his doctor).</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">HELP ME PLEASE. A MAN NEEDS HIS NUGGS <a href="https://t.co/4SrfHmEMo3">pic.twitter.com/4SrfHmEMo3</a></p> — Carter Wilkerson (@carterjwm) <a href="https://twitter.com/carterjwm/status/849813577770778624">April 6, 2017</a> </blockquote> <h3>Snapchat’s growth rate disappoints</h3> <p>May saw Snapchat announce its first earnings report since its public IPO. The results were rather disappointing, as the platform reported 166m daily active users in the latest quarter, with a growth rate of just 5%. Its year-on-year growth rate also fell to 36% – down from 48% in Q4. </p> <p>Despite a slump in its growth, Snapchat did report positive earnings of $4.5m from its Spectacles and ‘other revenues’ in Q4 2016. </p> <h3>Dove’s personalised bottles</h3> <p>Dove is usually known for its <a href="https://econsultancy.com/blog/68127-a-closer-look-at-dove-s-anti-sexism-mybeautymysay-campaign/" target="_blank">positive and empowering</a> campaigns, but its latest ‘Real Beauty’ initiative turned out to be disappointingly patronising.</p> <p>The Unilever brand decided it would be a good idea to create limited edition bottles of its body wash, using six different shapes to represent the diversity of women’s bodies. We say no more.</p> <p>On the plus side, the campaign resulted in some genius tweets.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">thanks dove but i already found a bottle for my shape <a href="https://t.co/asuo1vci0O">pic.twitter.com/asuo1vci0O</a></p> — Carina Hsieh (@carinahsieh) <a href="https://twitter.com/carinahsieh/status/861652635727908864">May 8, 2017</a> </blockquote> <h3>Sweden lists its whole country on Airbnb</h3> <p>It’s not often a country invites you to stay in it for free, but that’s exactly what Sweden has done with its recent collaboration with Airbnb.</p> <p>In celebration of the ‘Allemansrätten' principle – a law that allows people to roam freely in nature – VisitSweden listed itself on the accommodation site in order to raise awareness of the country’s rugged natural beauty and freedom.</p> <p>You can read more about why the <a href="https://econsultancy.com/blog/69109-why-visit-sweden-and-other-tourism-boards-are-teaming-up-with-airbnb/" target="_blank">tourism board partnered with Airbnb here</a>.</p> <h3>Evian babies take over Snapchat</h3> <p>The end of the month saw the return of the Evian babies, with the ‘Live Young’ campaign this time transferring from television screens to digital, out-of-home, and social media channels.</p> <p>The campaign shows the babies wearing oversized grown-up clothes, encouraging adults to remain young at heart. It also includes a Snapchat filter which is set to launch in the next few weeks, but that is already available via a Snapcode on millions of Evian bottles.</p> <p><img src="https://assets.econsultancy.com/images/0008/6422/Evian_babies.JPG" alt="" width="630" height="561"></p> <h3>#StatusOfMind report reveals best and worst platforms for mental health</h3> <p>Also this month, The Royal Society for Public Health published a survey on the impact social media channels has on young people's mental health.</p> <p>The results suggest that Instagram has the worst impact, with respondents reporting a negative influence on body image, loneliness, and fear-of-missing-out. In contrast, YouTube was rated the best, ranking highly for its sense of community and access to emotional support.</p> <p><img src="https://assets.econsultancy.com/images/0008/6421/Mental_health_report.JPG" alt="" width="770" height="135"></p> <h3>Walkers Crisps campaign backfires</h3> <p>Finally, a spectacular Twitter fail to end the month, as Walkers Crisps inadvertently featured the faces of notorious criminals in its latest campaign.</p> <p>For the chance to win Champions League Final tickets, users were asked to tweet selfies to be shown in an animated video featuring ex-footballer Gary Lineker. </p> <p>As well as blindly trusting football fans, the brand also made the rookie mistake of automating the competition, meaning that the faces of criminals including Fred West and Rolf Harris appeared in public tweets. </p> <p>Cue a hell of a lot of guffawing on social media.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">There's Gary Lineker with Joseph Stalin. Well done, Walkers. Well done. <a href="https://twitter.com/hashtag/WalkersWave?src=hash">#WalkersWave</a> <a href="https://t.co/7jwMogLOdh">pic.twitter.com/7jwMogLOdh</a></p> — Ben (@Jamin2g) <a href="https://twitter.com/Jamin2g/status/867766729937735680">May 25, 2017</a> </blockquote> <p><strong><em>To learn more on this topic, book yourself on to one of our <a href="https://econsultancy.com/training/courses/topics/social/">social media training courses</a>.</em></strong></p> tag:www.econsultancy.com,2008:BlogPost/69111 2017-05-24T08:19:00+01:00 2017-05-24T08:19:00+01:00 If you want to improve your marketing ROI, stop spending on social media James Hammersley <p>My agency did this because our experience with our clients suggested that social media traffic, specifically that from Facebook and Twitter, performed significantly worse in comparison to any other source. Indeed many of our clients found that stopping investment in such traffic improved conversion significantly and improved ROI for acquisition investment as a whole.</p> <p>[<strong>Editor's note:</strong> This post is written by a guest blogger and doesn't necessarily reflect Econsultancy's views, nor does it refer to Econsultancy's research team.]</p> <p>We publish a six-monthly update that covers <a href="http://goodgrowth.co.uk/publications-and-articles/?cat=6">the research published</a> over the period and despite our continuing search there is still no empirical link between money spent and commercial outcome gained that suggests performance levels to compete with other digital channels. </p> <p>In fact, the reports that have been published in the last nine months have if anything started to suggest that, rather like Hans Christian Andersen’s Emperor, we may well be spending on a carefully woven story stitched together by social media platforms looking to justify their valuations and agencies looking to retain their fees. Is it time we challenged ourselves to stop drinking the Kool-Aid?</p> <p><img src="https://assets.econsultancy.com/images/0008/6329/emperors_new_clothes.JPG" alt="" width="700" height="525"></p> <p><em>Emperor's new clothes</em></p> <p>Why do we think it’s time to stop and reflect? Just look at these outcomes from recent third party reports: </p> <ul> <li>76% of retailers are <a href="https://www.internetretailer.com/2016/09/29/why-76-retailers-are-boosting-their-social-media-budgets">spending more on social media marketing this year</a>, yet the same survey suggests that whilst they do this, the most cost effective channel is email marketing.</li> <li>89% of marketers <a href="https://www.socialmediaexaminer.com/wp-content/uploads/2016/05/SocialMediaMarketingIndustryReport2016.pdf">believe social media marketing increases exposure</a> and drives traffic but only 51% believe investing in social media improves sales.</li> <li>48% of marketers <a href="https://komarketing.com/industry-news/seo-social-media-effective-difficult-execute-3238/">say social media is the most difficult channel to get right</a>.</li> <li>90% of marketers believe <a href="https://www.socialmediaexaminer.com/wp-content/uploads/2016/05/SocialMediaMarketingIndustryReport2016.pdf">social media is important</a> but 92% do not know <a href="https://www.searchenginejournal.com/top-dos-donts-effective-social-media-management/169626/">which social media management tactics are effective</a>.</li> <li>60% of consumers have <a href="http://internetretailing.net/2017/02/omni-channel-sales-throttled-shoppers-wont-buy-sms-social-chat-despite-loving-mobile-apps-email/">concerns over social media channels</a> being at risk of phishing attempts or fraudulent profiles.</li> <li>43% of marketers <a href="https://www.marketingweek.com/2017/03/16/social-media-spend-failing-live-expectations/">questioned on their experience of investment in social media marketing</a> said they “haven’t been able to show impact yet”. 38% claim to have a “good qualitative sense of the impact, but not a quantitative impact” while just 18.4% have proved the impact quantitatively.</li> </ul> <p>That’s not to say that there haven’t been reports of a commercial impact:</p> <ul> <li>68% of respondents to one survey said <a href="https://www.internetretailer.com/2016/09/29/why-76-retailers-are-boosting-their-social-media-budgets">Facebook ads increased sales</a>. </li> <li>Sony <a href="http://www.josic.com/using-social-media-to-increase-sales-and-brand-awareness">announced in February</a> that through Twitter it had earned an extra £1m in sales and Dell announced in June last year that its presence on Twitter accounted for $3m dollars increase in sales.</li> <li>And <a href="http://www.thedrum.com/news/2017/04/07/more-half-b2b-marketers-struggle-measure-value-social-media-0">one survey suggested</a> that investment in social by B2B marketers can drive sales upwards of £50,000 per month.</li> </ul> <p>The reports on B2C success are far fewer in number and both those quoted above fail to meet a core test about reliability in that they don’t benchmark this performance in terms of ROI. They also do not give a sense of scale. For example, the uplifts quoted for Sony and Dell would be lost in the rounding compared to their monthly sales, let alone their annual totals. </p> <p>Of all the B2C channels, Pinterest looks the most promising but <a href="https://www.clickz.com/how-pinterest-boosts-its-ecommerce-potential/102950/">the latest report</a> isn’t independently verified and there is no value data as opposed to activity data. So the jury is out, but the more direct link available between product and purchase suggests Pinterest could have a better ROI.</p> <p>B2B is much more interesting. There is an emerging argument for <a href="https://hbr.org/2016/11/84-of-b2b-sales-start-with-a-referral-not-a-salesperson">a commercial link in B2B activity</a> on LinkedIn and an opinion poll reported here <a href="http://cdn2.hubspot.net/hub/166003/file-25222284-pdf/docs/social_media_sales_quota.pdf">reinforces that story</a>, although doesn’t add to the evidence base. In my agency's own experience however, social advertising has a poor ROI and even sponsored posts, whilst garnering Likes, fail to deliver an acceptable ROI compared to other sales channels.  </p> <p>However using LinkedIn as a relationship sales channel (sometimes called linked selling) has proven a successful way to build an ‘opted in’ marketing database and generate leads. We have met a number of professional service firms who use this channel to drive their outbound new business activity but to date we can find no published research to quantify effectiveness. </p> <h3>Lies and stats</h3> <p>It was Disraeli who said there are lies, damned lies and statistics. In reality, both sets of numbers we have quoted here are unverifiable. They are either opinion or an incomplete ‘fact’ put into the public domain.  </p> <p>Many are placed into the market by an interested party (the channel or an agency) and for those of us who are driven by data this suggests that they all need to be covered by a health warning.  </p> <p>One of the consequences of this lack of transparency is that some in our industry are developing a narrative that undermines the claim of digital to be the ‘measurable’ marketing channel and introducing the concept of ‘<a href="https://econsultancy.com/blog/67529-the-rise-of-dark-social-everything-you-need-to-know/">dark social</a>’. We’ve come across some choice pieces of digital jargon over the years but this one should make us all worry – it's best defined as the digital equivalent of the ‘missing link’, providing a justification for continuing investment in social media on the basis of belief rather than transparently valid data.</p> <h3>In summary...</h3> <p>I admit it, we are obsessed by commercial value and there may well be ‘above the line’ marketing benefits of brand and product awareness that this type of investment generates. There is very little evidence however that can justify investment on the basis of an ROI that can compete with AdWords, <a href="https://econsultancy.com/reports/email-census/">email</a>, digital display or re-marketing.</p> <p>If your concern is ROI and optimising performance of your marketing funds then my advice is to put value over inputs. After all, more poor quality traffic reduces overall effectiveness and wastes scarce resources, no matter how many other marketers are walking around with no clothes on!</p> <p>[<strong>Editor's note:</strong> Just to reiterate, this post is written by a guest blogger and doesn't necessarily reflect Econsultancy's views, nor does it refer to Econsultancy's research team.]</p> <p><em>For more on this topic, check out these Econsultancy resources:</em></p> <ul> <li><a href="https://econsultancy.com/training/courses/topics/social/"><em>Social Media Training Courses</em></a></li> <li><a href="https://econsultancy.com/reports/social-media-best-practice-guide/"><em>Social Media Best Practice Guide</em></a></li> </ul>