tag:www.econsultancy.com,2008:/topics/twitter Latest Twitter content from Econsultancy 2017-07-13T13:17:13+01:00 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> tag:www.econsultancy.com,2008:Report/4489 2017-05-22T11:14:00+01:00 2017-05-22T11:14:00+01:00 Social Quarterly: Q2 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 translated 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 ‘Stories’, the introduction of ‘Cabana’ from Tumblr, additional AR filters on Instagram and new ‘Trending Stories’ from LinkedIn, 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/68929 2017-05-16T10:00:00+01:00 2017-05-16T10:00:00+01:00 Digital crisis comms: How TfL's social media team copes with Tube strikes Nikki Gilliland <p>So spare a thought for Transport for London’s social media team, who see their daily tally of 2,500 Twitter mentions increase by a whopping 2,000% on a strike day.</p> <p>I recently spoke with TfL’s social media and content lead, Steven Gutierrez, to find out about the network’s approach to crisis communications, specifically when it comes to dealing with strikes. Here’s a summary of what he said, as well as a bit of further insight into the topic in general.</p> <h3>Multiple lines of communication</h3> <p>The <a href="http://managementhelp.org/blogs/crisis-management/2015/02/07/crisis-stats-you-should-remember/" target="_blank">OMD Group suggests</a> that just 54% of companies have a crisis plan in place. Unsurprisingly, it’s a necessity rather than an option for transport networks, with TfL taking steps to ensure there are multiple lines of communication open in the event of any planned or unplanned events.</p> <p>In total, TfL has 21 Twitter accounts, including individual accounts for Tube lines, rail lines, as well as dedicated channels for customer service such as <a href="https://twitter.com/TfLTravelAlerts" target="_blank">@TfLTravelAlerts</a> and <a href="https://twitter.com/TfLBusAlerts" target="_blank">@TfLBusAlerts</a>. </p> <p>Despite offering multiple ways for users to check the status of the network, however, Steven suggests that manpower is still pretty limited. </p> <p>TfL’s First Contact team is made up of just a few members of staff – an amount that stays roughly the same during strike days. Similarly, each bus or rail line is manned by one or two people, meaning that there are usually around half a dozen people dealing with a huge volume of queries. </p> <h3>Broadcasting info and prioritising mentions</h3> <p>So, just how does TfL cope with the 2,000% increase in mentions when there’s a strike?</p> <p>With such a massive influx, it’s impossible for the team to reply to questions individually. In order to cover all bases, TfL broadcasts an overview of information to followers via its social channels and links to the website with is kepy up to date with live information, with the aim of reaching customers before they feel the need to reach out to the network.</p> <p><img src="https://assets.econsultancy.com/images/0008/4966/TFL_mentions.JPG" alt="" width="760" height="244"></p> <p><em>TfL's brand mentions on Twitter</em></p> <p>While TfL might not answer every question, impressively every single mention is still checked by an agent. To streamline the process TfL’s social team uses a tool called CX Social, which is also used by O2 and McDonald’s.</p> <p>According to Steven: “It makes it possible to handle many accounts, collaborate and triage messages to the most relevant team. I don’t think we’re limited by any tech our teams are well equipped.”</p> <p>Of course, not only does this give the team insight into what kind of information customers are actively seeking out, but it also means TfL is privy to people’s anger and frustration, too.</p> <p>That being said, Steven suggests that the majority of feedback is based on customers needing information, meaning a relatively small amount is actually abusive. “Increasingly customers thank the social media team because I think some realise how hard it is to work through a strike!”</p> <p><img src="https://assets.econsultancy.com/images/0008/4967/Sentiment.JPG" alt="" width="760" height="304"></p> <p><em>Sentiment analysis of TfL brand mentions on Twitter</em></p> <p>Perhaps TfL’s commitment to communication is part of the reason why. In contrast, you’ve only got to look at an example like Southern Rail, which has come under fire for an inconsistent and incompetent approach to crisis communications.</p> <p>Even after it received complaints for a lack of visible compassion, Southern Rail angered commuters even further with its misjudged call to ‘strike back’ at RMT.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">.<a href="https://twitter.com/SouthernRailUK">@SouthernRailUK</a> When people waited three hours at Brighton last night, was that because of strikes?</p> — Cr O'Grizimov (@Mr_Ogrizovic) <a href="https://twitter.com/Mr_Ogrizovic/status/782841247706873856">October 3, 2016</a> </blockquote> <h3>Reversing the message</h3> <p>As well as using broadcasts to pre-empt and stem the flow of incoming customer queries, TfL’s strategy for strike days is to reverse its working message. In other words, instead of telling customers what Tube lines are not working, it tries to tell them what ones are still running instead.</p> <p>Alongside this, it typically stops or reschedules any promotional campaigns in order to allow more pressing news to cut through.</p> <p>Together, this approach is effective for instilling trust and encouraging a positive mood, with TfL promoting the fact that it is working hard to help the customer – not pushing its own agenda.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">A possible Tube strike will significantly affect services from Sun eve to Wed morning. Stay up to date here: <a href="https://t.co/9bQz35k9Xa">https://t.co/9bQz35k9Xa</a> <a href="https://t.co/DOKNlcdR0B">pic.twitter.com/DOKNlcdR0B</a></p> — TfL Travel Alerts (@TfLTravelAlerts) <a href="https://twitter.com/TfLTravelAlerts/status/827486881415839744">3 February 2017</a> </blockquote> <p>According to Steven, a strike isn’t necessarily the most stressful event that a transport network like TfL can encounter. With storms, flooding or snow having a massive impact on the running of Tube lines, winter is typically the most demanding season.</p> <p>Meanwhile, with unforeseen accidents often harder to deal with than planned strikes (such as the helicopter that crashed in Vauxhall a few years ago), the team is essentially on constant standby throughout the entire year.</p> <p>In order to deal with an unplanned event, TfL has a defined process in place:</p> <ul> <li>One of the first steps is usually an acknowledgement of the issue.</li> <li>The next step is to coordinate a response based on verified information.</li> <li>At the same time all unnecessary activity (promotions, advertising, etc) is stopped</li> <li>TfL’s main accounts including @TfL and the TfL Facebook will lead on news and customer service accounts like individual Tube lines will broadcast service updates.</li> <li>TfL’s website will usually carry a dedicated webpage with more detailed travel advice and the Press Office will provide updates to the media.</li> <li>TfL continues providing updates from all relevant accounts and update the website regularly until things go back to normal.</li> </ul> <h3>Maintaining a genuine tone of voice</h3> <p>During busy or stressful times, rushed responses could potentially mean <a href="https://econsultancy.com/blog/67268-how-to-achieve-the-right-tone-of-voice-for-your-brand/" target="_blank">brand tone of voice</a> goes out of the window.</p> <p>However, Steven emphasises that the network strives to maintain a genuine and friendly tone no matter what, with staff encouraged to be genuine and express themselves.</p> <p>He says that it helps that the majority of social media agents are part of the company's wider contact centre, meaning they also deal with calls, emails and letters as well as social media platforms. In turn, this encourages them to maintain a natural-sounding and friendly tone regardless of the channel.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Good afternoon all, Mark and Tariq are here to help. <a href="https://t.co/JfJ3ETqwIX">pic.twitter.com/JfJ3ETqwIX</a></p> — TfL Travel Alerts (@TfLTravelAlerts) <a href="https://twitter.com/TfLTravelAlerts/status/833702140300378117">20 February 2017</a> </blockquote> <p>While TfL clearly prioritises one-to-one human interaction, that doesn't mean it dismisses automation in all senses. Alongside automated ‘welcome’ messages on both Twitter and Facebook, TfL recently partnered with Twitter to offer a <a href="https://econsultancy.com/blog/68636-pizza-express-channel-4-and-tfl-three-examples-of-brand-chatbots/" target="_blank">chatbot ‘status checker</a>' that users can interact with via direct messages.</p> <p>Interestingly, Steven hints that it's not the only bot in the works. “We are developing chatbot experiences on other platforms... and our editors are working on the script to ensure it has a friendly tone of voice throughout.”</p> <p>However, TfL is likely to rely on its distinctly human approach a fair few more times in the future at least.</p> <p><strong><em>Now read:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/68876-how-tfl-s-community-managers-engage-with-london-s-cyclists/" target="_blank">How TfL’s community managers engage with London’s cyclists</a></em></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69077 2017-05-11T09:50:00+01:00 2017-05-11T09:50:00+01:00 Three reasons fast food brands use secret menus Nikki Gilliland <p>So, (sugar-aside) why are consumers such suckers for a secret menu? Here are just a few reasons why it tends to work.</p> <h3>1. Inherently shareable nature</h3> <p>It appears social media users cannot keep anything a secret these days. It’s been just a few weeks since <a href="https://econsultancy.com/blog/67085-starbucks-new-london-digital-concept-store-puts-focus-on-customer-experience/" target="_blank">Starbucks</a> released its Unicorn Frappucino in the US, and there are now over 150,000 images using the related hashtag on Instagram.</p> <p>This was the aim, of course, with Starbucks deliberately creating a drink that they knew users would love. Regardless of whether or not it actually tasted nice (or could induce diabetes), consumers bought the item purely for the chance to <a href="https://econsultancy.com/blog/67547-10-excellent-examples-of-user-generated-content-in-marketing-campaigns/" target="_blank">post a selfie with it</a>. </p> <p><img src="https://assets.econsultancy.com/images/0008/5967/Unicorn_Frappucino.JPG" alt="" width="780" height="635"></p> <p>Other brands have also seen secret menu items go viral in this way – but it’s not always on purpose. </p> <p>Arby’s, the US fast-food chain, found that customers were requesting its ‘meat mountain’ special in restaurants – a stack of meat that was originally featured in a promotional image. The restaurant began making it for those who asked, leading to customers spreading the word on social and ultimately creating Arby’s first ever secret menu item. </p> <p>Unsurprisingly, as more and more brands have introduced secret items, consumers have also become extra savvy when it comes to sharing them. In fact, hashtags and websites, such as Hack the Menu, are dedicated to promoting the most recent items as well as offer reviews and opinions.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">About to conquer the <a href="https://twitter.com/hashtag/MeatMountain?src=hash">#MeatMountain</a>! <a href="https://twitter.com/Arbys">@Arbys</a> <a href="https://t.co/cSzxPFuKMX">pic.twitter.com/cSzxPFuKMX</a></p> — Sigmon (@sigmonwrestling) <a href="https://twitter.com/sigmonwrestling/status/853774822878433280">April 17, 2017</a> </blockquote> <h3>2. Allows brands to experiment</h3> <p>While a secret menu is a great way for brands to generate buzz, it can also be used in a more functional capacity. </p> <p>This means that instead of adding a new item to the main menu - which comes with the risk of customers not liking it or bemoaning the loss of an item it could have replaced – brands can still introduce it without the pressure or commitment.</p> <p>With less investment on marketing spend to promote new items, consumer response can be gauged to establish whether or not it’s worth introducing long-term. Often, items will find their way onto the main menu eventually. Take Starbucks again, for instance, whose 'pink drink' (now known as the Strawberry Acai Refresher) first made the rounds on Instagram last year.</p> <p>Brands like Panera and In-N-Out Burger also do this on a regular basis, even creating a permanent ‘not-so-secret’ menu for items that prove continuously popular.</p> <p>So, why don’t they just create a bigger menu overall? Ultimately, the sort-of-hidden element is all about customer service, offering people increased flexibility and opportunities to customise orders, without overwhelming or saturating the main menu. </p> <p><img src="https://assets.econsultancy.com/images/0008/5968/In-N-Out.JPG" alt="" width="760" height="700"></p> <p><em>In-N-Out Burger's 'not-so-secret' menu</em></p> <h3>3. Builds customer loyalty </h3> <p>Lastly, one of the biggest reasons brands use secret menus is that it instills a sense of importance in customers. </p> <p>People feel like they are getting their hands on something rare, or as if they are part of an exclusive club. As a result, they are more likely to forge a memorable or more meaningful connection with the brand, meaning they are also more likely to return again in future. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">.<a href="https://twitter.com/JuniperandIvy">@JuniperandIvy</a> slays the California classic <a href="https://twitter.com/hashtag/InNOut?src=hash">#InNOut</a> <a href="https://twitter.com/hashtag/burger?src=hash">#burger</a>brioche and homemade animal fries <a href="https://twitter.com/hashtag/secretmenu?src=hash">#secretmenu</a> <a href="https://twitter.com/hashtag/foodie?src=hash">#foodie</a> <a href="https://twitter.com/hashtag/cheeseburger?src=hash">#cheeseburger</a> <a href="https://t.co/ERysWppZ0u">pic.twitter.com/ERysWppZ0u</a></p> — Laura Taylor Namey (@LauraTNamey) <a href="https://twitter.com/LauraTNamey/status/858165997932470272">April 29, 2017</a> </blockquote> <h3>Does it always work?</h3> <p>Of course, the strategy does not come without its downsides. As the Unicorn Frappucino demonstrates, brands run the risk of veering into gimmicky territory, resulting in the view that secret menus are purely a money-making scheme rather than something for the benefit or thrill of customers. </p> <p>Meanwhile, brands must also consider that staff will have to manage orders of customised items in stores and restaurants – as well as avoid potential waste.</p> <p>On the other hand, with huge opportunity for brand awareness and increased sales, it's little wonder so many restaurants can't wait for us to shout about their so-called 'secrets'. Consequently, it doesn’t look like the trend will disappear anytime soon. </p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/67856-four-delicious-examples-of-food-drink-brands-on-instagram/">Four delicious examples of food &amp; drink brands on Instagram</a></em></li> <li><a href="https://econsultancy.com/blog/67856-four-delicious-examples-of-food-drink-brands-on-instagram/" target="_blank"><em>A day in the life of... a food &amp; drink startup entreprene</em>ur</a></li> </ul> tag:www.econsultancy.com,2008:Report/4147 2017-05-02T12:45:00+01:00 2017-05-02T12:45:00+01:00 Social Media Best Practice Guide <p>According to research by GlobalWebindex, <strong>93% of internet users have at least one social media account</strong>. With social media touching so many areas of an organisation, the process of getting social media right has never been more important.</p> <p>This <strong>Social Media Best Practice Guide</strong> contains actionable, real-world insight with detailed explanations to help you start and improve your performance on social media platforms.</p> <p>In order to enable you to quickly access the information you need to start improving your marketing efforts, the guide is available as two individual reports:</p> <h3><strong>1. <a title="Social Media Strategy Best Practice Guide" href="https://econsultancy.com/reports/social-media-strategy-best-practice-guide/">Social Media Strategy Best Practice Guide</a></strong></h3> <p>The aim of this research is to identify <strong>best practice approaches, techniques, measurement considerations, challenges and opportunities for creating your social media strategy.</strong></p> <p>As social media platforms continue to evolve at a rapid rate we also cover some of the exciting developments taking place in social media.</p> <h3><strong>2. <a title="Social Media Platforms Overview" href="https://econsultancy.com/reports/social-media-platforms-overview/">Social Media Platforms Overview</a></strong></h3> <p><strong>We've updated our social media platforms overview guide in 2017</strong> to account for the rapid developments occurring in this space. This report's purpose is to provide <strong>a snapshot of the major social media platforms and the most pressing considerations for marketers looking to generate the most value from social media</strong>.</p> <p>It provides a summary of the main features of these platforms, and outlines some of the options available to marketers when developing a paid, owned and earned strategic approach to social media marketing and communications.</p> <p>From Snapchat Lenses and Geofilters and Facebook's latest innovations to Live Video, Augmented Reality and Chatbots, our 2017 edition will ensure that you're up to date with the latest platform trends.</p> <p>Throughout both reports, we bring you <strong>examples of how companies are using social media in different ways, as well as insights from companies interviewed</strong> specifically for these guides.</p> <p><iframe src="https://www.youtube.com/embed/_IhT9S2YEyY?wmode=transparent" width="560" height="315"></iframe></p> <h2>Methodology</h2> <p>The methodology involved two main phases:</p> <ul> <li> <strong>Phase 1:</strong> Desk research to identify relevant issues, examples and models.</li> <li> <strong>Phase 2:</strong> A series of in-depth interviews (20 interviews in total) with a range of senior digital and non-digital marketers, communications leads and social media strategists. Interviewees for the research covered sectors as diverse as aerospace, retail, hospitality, public sector (including government), SaaS, FMCG, non-profit, agency, financial services and media.</li> </ul> <h2>Lead author</h2> <p>The lead author for our social media best practice guides is <strong>Michelle Goodall</strong>, an experienced consultant. She has more than 17 years’ B2C and B2B experience client and agency-side, providing digital transformation and social media strategy advice and support.</p> <p>She has worked with a wide range of clients, including London2012, BBC, Direct Line Group, Multiple Sclerosis Society, Barclays Bank, Coca Cola, Unilever, US Embassy, and many others.</p> <p>Michelle is a trainer and consultant for Econsultancy and can generally be found curating things that smart people write / make / do and getting to grips with Peach and other peripheral / transformative / game-changing technologies for her clients.</p> <h2>Contributors</h2> <p>The author and Econsultancy wish to extend sincere thanks to the following respected professionals who have contributed to the report:</p> <ul> <li> <strong>Richard Bagnall</strong> – CEO, PRIME Research UK &amp; SVP PRIME Research Europe</li> <li> <strong>Vikki Chowney</strong> – Director of Content &amp; Publishing Strategies, H+K Strategies</li> <li> <strong>Sarah Coggins</strong> – VP, PR and Social Media, Virgin Atlantic</li> <li> <strong>Raluca Efford</strong> – Head of Digital and Social Media Marketing, Direct Line Group</li> <li> <strong>Marisol Grandon</strong> – Head of Creative Content, The Department for International Development (DFID)</li> <li> <strong>Katie McDermott</strong> – Marketing Director, Gourmet Burger Kitchen</li> <li> <strong>Will McInnes</strong> – Chief Marketing Officer, Brandwatch</li> <li> <strong>Kerry Taylor</strong> – Senior Vice President Director of Television, MTV Networks</li> <li> <strong>Guy Stephens</strong> – Social Customer Care Consultant, IBM</li> <li> <strong>Stephen Waddington</strong> – Partner and Chief Engagement Officer, Ketchum</li> <li> <strong>Scott Wilkinson</strong> – Head of Brand, Acquisitions and Digital, Virgin Media Business</li> <li> <strong>Tom Barker</strong> – Head of Digital, National Trust</li> <li> <strong>Rachel Miller</strong> – CEO, IC Crowd</li> </ul> tag:www.econsultancy.com,2008:Report/4148 2017-05-02T12:45:00+01:00 2017-05-02T12:45:00+01:00 Social Media Platforms Overview <p>Part of our <a title="Social Media Best Practice Guide" href="https://econsultancy.com/reports/social-media-best-practice-guide/">Social Media Best Practice Guide bundle</a>,<strong> we've updated and refreshed this report for 2017</strong> to reflect on the latest trends and to provide <strong>a snapshot of the major social media platforms and the most pressing considerations for marketers looking to generate the most value from social media</strong>, as well as what to consider when making the business case for social media platforms.</p> <p>From Snapchat Lenses and Geofilters and authentic content such as Live Video to the opportunities of augemented reality and chatbots in social media, we've got the latest trends covered in this 2017 edition of Econsultancy's social platforms overview. </p> <p>The report provides a summary of the main features of social media platforms, and outlines some of the options available to marketers when developing a paid, owned and earned strategic approach to social media marketing and communications.</p> <p>Throughout the report, we bring you <strong>examples of how companies are using social media in different ways, as well as insights from companies interviewed</strong> specifically for this guide.</p> <p>For more details on <strong>best practice approaches, techniques, challenges and opportunities for creating your social media strategy</strong>, read the complementary <strong><a title="Social Media Strategy Best Practice Guide" href="https://econsultancy.com/reports/social-media-strategy-best-practice-guide/">Social Media Strategy Best Practice Guide</a></strong>.</p> <p><iframe src="https://www.youtube.com/embed/_IhT9S2YEyY?wmode=transparent" width="560" height="315"></iframe></p> <h2>Methodology</h2> <p>The methodology involved two main phases:</p> <ul> <li> <strong>Phase 1:</strong> Desk research to identify relevant issues, examples and models.</li> <li> <strong>Phase 2:</strong> A series of in-depth interviews (20 interviews in total) with a range of senior digital and non-digital marketers, communications leads and social media strategists. Interviewees for the research covered sectors as diverse as aerospace, retail, hospitality, public sector (including government), SaaS, FMCG, non-profit, agency, financial services and media.</li> </ul> <h2>Lead author</h2> <p>The lead author for our social media best practice guides is <strong>Michelle Goodall</strong>, an experienced consultant. She has more than 17 years’ B2C and B2B experience client and agency-side, providing digital transformation and social media strategy advice and support.</p> <p>She has worked with a wide range of clients, including London2012, BBC, Direct Line Group, Multiple Sclerosis Society, Barclays Bank, Coca Cola, Unilever, US Embassy, and many others.</p> <p>Michelle is a trainer and consultant for Econsultancy and can generally be found curating things that smart people write / make / do and getting to grips with Peach and other peripheral / transformative / game-changing technologies for her clients.</p> <h2>Contributors</h2> <p>The author and Econsultancy wish to extend sincere thanks to the following respected professionals who have contributed to the report:</p> <ul> <li> <strong>Vikki Chowney</strong> – Director of Content &amp; Publishing Strategies, H+K Strategies</li> <li> <strong>Marisol Grandon</strong> – Head of Creative Content, The Department for International Development (DFID)</li> <li> <strong>Will McInnes</strong> – Chief Marketing Officer, Brandwatch</li> <li> <strong>Kerry Taylor</strong> – Senior Vice President Director of Television, MTV Networks</li> <li> <strong>Tom Barker</strong> – Head of Digital, National Trust</li> <li> <strong>Rachel Miller</strong> – CEO, IC Crowd</li> <li> <strong>Stephen Waddington</strong> – Partner and Chief Engagement Officer, Ketchum</li> </ul>