tag:www.econsultancy.com,2008:/topics/twitter Latest Twitter content from Econsultancy 2016-05-26T10:18:00+01:00 tag:www.econsultancy.com,2008:BlogPost/67887 2016-05-26T10:18:00+01:00 2016-05-26T10:18:00+01:00 Twitter ditches its Buy button, puts focus on retargeting Ben Davis <p>In the Buzzfeed article that broke the news, a Twitter spokesperson claimed the company has actually increased investment in commerce by funnelling the Buy button resources into dynamic product ads.</p> <p>However, dynamic product ads are simply a retargeting ad product.</p> <p>Crucially they lead the customer out into the mobile web, instead of allowing purchase in the Twitter app.</p> <p>What this move confirms is that social platforms can trade on their reach and on the time their users spend in app, but they can’t generate spontaneous intent.</p> <h3>Is social commerce an oxymoron?</h3> <p>In simpler terms, social media users are not in the frame of mind to buy anything.</p> <p>Yes, they can be diverted to another content source, which may ultimately result in a transaction, but shopping is not a motivating factor when opening Twitter.</p> <p>Put like that, it seems obvious that the Buy button was going to be a hard sell.</p> <p>Indeed that’s what some of our readers thought, commenting on our <a href="https://econsultancy.com/blog/66989-twitter-s-buy-now-button-will-it-work">cautiously optimistic review</a> in September 2015 (we hold our hands up!).</p> <p><img src="https://assets.econsultancy.com/images/0007/5379/Screen_Shot_2016-05-26_at_09.48.29.png" alt="twitter buy comment" width="615"></p> <h3>Only WeChat has cracked it</h3> <p>The failure of the Buy button surely isn’t only a matter of changing the mindset of Twitter users.</p> <p>It’s also clear that Twitter’s user base (<a href="http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/">23% of online adults</a>) isn’t in a healthy enough position to justify significant investment in embedded commerce.</p> <p>Yes, <a href="https://econsultancy.com/blog/67490-10-things-you-didn-t-know-about-wechat">WeChat</a> has succeeded in commerce, but its platform is much more diverse and it has many more users (c. 70% of Chinese internet users).</p> <p>WePay is linked to more than 200m bank accounts and WeChat’s service accounts make browsing and buying on the network more like the mobile web (often beginning with user intent).</p> <p>Twitter was working on developing its card structure, seen below, to diversify the platform but though this ad product may continue, the 'Buy on Twitter’ call to action will change.</p> <p><img src="https://assets.econsultancy.com/images/0006/7555/The_Martian_card_and_page.png" alt="twitter product cards" width="615"> </p> <h3>Involved setup was simply not worth it for retailers</h3> <p>It must also be said that Twitter had a difficult job in gaining momentum with embedded commerce due to the partnership structure.</p> <p>Sending structured data to Twitter isn’t a simple task, so commerce merchants had to work with their platform partners such as Shopify.</p> <p>Bigger brands partnered directly with Twitter using Stripe Relay (a product info API).</p> <p>Where Tailored/Custom Audiences present few technical barriers to new advertisers ‘taking a punt’ on social, this Buy-button set up is relatively complex.</p> <p>Doubtless marketers had other priorities, given the almost total lack of successful case studies in the market.</p> <h3>In conclusion</h3> <p>So, a perfect storm of perhaps a slightly misjudged product and little uptake.</p> <p>Still, expect further investment in video advertising and dynamic product ads to leave Twitter feeling more consumerist by this time next year.</p> tag:www.econsultancy.com,2008:BlogPost/67790 2016-05-03T15:09:34+01:00 2016-05-03T15:09:34+01:00 10 of the best social stories & campaigns from April 2016 Andrew Chrysostom <h3>1. Facebook Messenger Codes</h3> <p>Of course, we kick off with Facebook’s F8 conference.</p> <p>Our own Patricio Robles touched on the <a href="https://econsultancy.com/blog/67743-the-five-announcements-from-facebook-s-f8-conference-that-you-need-to-know-about/">biggest developments from this year</a>, and Econsultancy co-founder Ashley Friedlein wrote on the impact that the evolution of Facebook Messenger would have on <a href="https://econsultancy.com/blog/67767-will-conversational-marketing-become-a-reality-in-2016/">conversational marketing</a>. </p> <p>Naturally we jumped on board with our shiny new Facebook Messenger Code, which allows users to <a href="https://www.facebook.com/business/news/find-and-contact-businesses-on-messenger">interact directly with brands</a> by scanning a code via Facebook messenger.</p> <p>Needless to say the first interaction came within minutes from a community manager, which led to this inevitable exchange. </p> <p><img src="https://assets.econsultancy.com/images/0007/4356/FB_messenger_gifs.jpg" alt="" width="842" height="960"></p> <h3>2. The addition of group calling from Facebook Messenger</h3> <p>As well as this, the global roll out of a new feature which will enable group calling in messenger was announced – which could easily be dismissed as playing catch-up with Skype’s mobile app. </p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fdavidm%2Fposts%2F10156931345975195&amp;width=500" width="500" height="617"></iframe></p> <p>Another new focus was that of live streaming, an area which Facebook has been growing for some time.</p> <p>With the rise of apps such as Periscope this wasn’t a great surprise, but with a more diverse audience the content opportunities are exponentially larger.  </p> <p>An example of this would be Cheddar, a Facebook-only broadcast channel that comes live from the NY Stock Exchange.</p> <h3>3. #GayTurtle</h3> <p>Amnesty International has launched a campaign with the intent of highlighting the absurdity of homophobia. </p> <p>The three-minute video shows a series of customers enquiring about buying a turtle, with several seeming to form a bond with the little reptile.</p> <p>After a short time, the shop owner reveals the turtle is in fact gay which leads to negative reactions from the customers. </p> <p><iframe src="https://www.youtube.com/embed/8VY457e5Hgg?wmode=transparent" width="560" height="315"></iframe></p> <p>A clever way of breaking a new hashtag into the LGBT conversations on twitter, which also highlights the problem of a rise in homophobia globally.</p> <h3>4. Unfollow Trump</h3> <p>From increasing awareness to decreasing awareness. Four agency creatives have got together with the aim of dismantling Donald Trump’s social reach, one follower at a time. </p> <p>The <a href="http://www.unfollow-trump.com/">website</a> opens with the statement “When you passively follow @realDonaldTrump, you're actively following Donald Trump”, and urges Twitter users to end any association with the Republican frontrunner’s social activities.</p> <p>It then offers the user the opportunity to directly unfollow from their site. </p> <p><img src="https://assets.econsultancy.com/images/0007/4362/unfollow_trump.png" alt="" width="640" height="379"></p> <p>While there may not be a huge dent in ‘The Donald's’ followers, it opens up an opportunity to discourage the politics of outrage on social media, inevitably leading to the message’s organic reach exploding.</p> <p>Surely #HopOffHopkins can’t be far behind...</p> <h3>5. Stop hammer time</h3> <p>Don’t worry, the year is still 2016 but M.C. Hammer has parachuted back onto our screens*. </p> <p>Combining traditional television advertising with custom social responses (not unlike this brilliant <a href="https://www.youtube.com/playlist?list=PL484F058C3EAF7FA6">2010 campaign from Old Spice</a>). </p> <p>The ‘Can’t touch this’ star implores people to literally stop ‘hammer time’ by using 3M’s command strip products, which hang pictures without the use of nail.</p> <p>A laboured pun, perhaps – but for a brand with relatively low awareness that isn’t shy of its own gaffes on social, it’s sure to gain attention. </p> <p><iframe src="https://www.youtube.com/embed/EPUbr4LGfmQ?wmode=transparent" width="560" height="315"></iframe></p> <p>3M is also combining this with a live event at New York’s Grand Central Station where the public will have the opportunity to record lip sync videos with the ‘90s star.</p> <p>A sure-fire way to send user generated content across social networks.</p> <p>(*Pun fully intended)</p> <h3>6. #LoveAtFirstTaste</h3> <p>The link between food and love is something that marketing has exploited since the days of Häagen-Dazs. </p> <p>Jumping on the popularity of the foodie millennial trend, Knorr has started a campaign focusing on the role that food plays on a first date. </p> <p><iframe src="https://www.youtube.com/embed/xwx7NnPQ44U?wmode=transparent" width="560" height="315"></iframe></p> <p>Using a combination of video, a simple Twitter card, a promoted trend and an online quiz the campaign ultimately raises brand awareness.</p> <p>Needless to say, it got me spot on.</p> <p><img src="https://assets.econsultancy.com/images/0007/4361/knorr.png" alt="" width="640" height="290"></p> <p>The curious part is the relatively large budget which would have gone into a campaign like this given <a href="https://twitter.com/knorr">@knorr</a>’s following of just under 3,000 (at time of writing). </p> <h3>7. Twitter makes DMing easier</h3> <p>Eagle-eyed Twitter users will have noticed a new button pop up on Tweets appearing on their phone.</p> <p>This DM button enables you to directly share that Tweet to another user via direct message.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The new Message button makes it even easier to send Tweets privately to friends: <a href="https://t.co/S3LMsTqW9l">https://t.co/S3LMsTqW9l</a> <a href="https://t.co/HEdCxSn9RA">pic.twitter.com/HEdCxSn9RA</a></p> — Twitter (@twitter) <a href="https://twitter.com/twitter/status/717389486921949184">April 5, 2016</a> </blockquote> <p>While the ability to share tweets to another user has been around for a while, the addition of the button shows Twitter’s ambitions to take on messaging apps which focus on rich media, such as Snapchat.</p> <p>With direct messaging on Twitter rising around 60% last year it’s clear that the company is eager to focus on the ‘<a href="https://econsultancy.com/blog/67711-is-twitter-becoming-a-dark-social-channel/">dark social</a>’ aspect of the service.</p> <h3>8. Buying video ads on Facebook just became easier</h3> <p>With an estimated 100m hours of video watched on Facebook each day, it’s easy to see why the network is <a href="https://www.facebook.com/business/news/building-video-for-mobile-feed">taking steps</a> to make it easier for brands to move away from its traditional advertising offerings.</p> <p>Purchasing adverts on Facebook and targeting them has become even more efficient with the implementation of TRP (target rating points) buying. </p> <p>It essentially uses DMAs (US Nielsen-designated market areas) that show which type of users are likely to be watching different genres of television programming, and at which times. </p> <p><img src="https://assets.econsultancy.com/images/0007/4359/FB_video_ad_finish.png" alt="" width="725" height="429"></p> <p>This means if you’re a gaming brand looking to target an audience likely to watch Game of Thrones, you can ensure that your video advertising will appear during the four-hour block surrounding the air time of the show.</p> <p>At the moment this is only available in the US, but is sure to roll out across other markets soon.</p> <h3>9. Twitter might hit the panic button</h3> <p>Twitter’s Q1 earnings report was released, showing a year-on-year growth of 36% in earnings.</p> <p>While that sounds good it should be noticed that it regards this figure at the ‘low end’ of its expectations. </p> <p>With growth in advertising on the wane, we can expect the next three months to be focused on new ways of generating ad revenue (as already seen with the <a href="https://econsultancy.com/blog/67710-twitter-s-nfl-deal-five-questions-we-re-asking/">new NFL rights deal</a>).</p> <p>Anticipate a wider offering of analytics tools which will make it easier for brands to measure the effectiveness of their advertising.</p> <h3>10. Kellogg’s is warming up for the Olympics</h3> <p>Kellogg’s is beginning its <a href="https://twitter.com/hashtag/GreatStarts?src=hash">#GreatStarts</a> campaign 100 days before the Olympics is due to start.</p> <p>As part of the promotion of Team GB, Kellogg's will be using brand ambassadors Louis Smith, Rebecca Adlington and Sir Steve Redgrave.</p> <p><iframe src="https://www.youtube.com/embed/alZP9XFBX3A?wmode=transparent" width="560" height="315"></iframe></p> <p>The idea behind the campaign is to encourage people to share their tips for a ‘great start’ to the morning.</p> <p>At the moment it seems like the creative focuses around recreating famous scenes of bad mornings from movies (Home Alone, Bridget Jones’ Diary etc.) </p> <p>Given that this campaign will be running for the next eight months we can expect a lot more in the near future. </p> tag:www.econsultancy.com,2008:BlogPost/67796 2016-04-28T13:56:46+01:00 2016-04-28T13:56:46+01:00 Are brands ruining #EdBallsDay? Andrew Chrysostom <p>Firstly, a potted history of the Twitter phenomenon that is ‘Ed Balls day’.</p> <p>Five years ago, the former Labour shadow secretary was shopping in a supermarket for ingredients to make a slow cooked pulled pork shoulder. That’s right, Ed Balls was pulling pork before you.</p> <p>He had searched for an article about himself on Twitter using his phone and then at 4.20pm accidentally tweeted his own name.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Ed Balls</p> — Ed Balls (@edballs) <a href="https://twitter.com/edballs/status/63623585020915713">28 April 2011</a> </blockquote> <p>Then the internet happened.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Happy <a href="https://twitter.com/hashtag/EdBallsDay?src=hash">#EdBallsDay</a>. Here is a poem entitled "Ed Balls". <a href="https://t.co/7EkVVISWGp">pic.twitter.com/7EkVVISWGp</a></p> — Brian Bilston (@brian_bilston) <a href="https://twitter.com/brian_bilston/status/725576230322462721">April 28, 2016</a> </blockquote> <p>Naturally, it gathered thousands of retweets with users keen to showcase a classic ‘dad on social media’ moment.</p> <p>But after five years, there’s a feeling that #EdBallsDay has become too commercialised.</p> <p>Much like Christmas, has enthusiasm dulled as the spirit of the holiday is gradually being taken over by brands?</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">It's a shame Ed Balls Day has lost its true meaning. Too commercialised these days. <a href="https://twitter.com/hashtag/EdBallsDay?src=hash">#EdBallsDay</a></p> — David Wriglesworth (@Wriggy) <a href="https://twitter.com/Wriggy/status/725573267243864064">April 28, 2016</a> </blockquote> <p>Recently, the death of Prince put a lot of corporate social media channels <a href="https://econsultancy.com/blog/67781-why-do-brands-continue-to-make-stupid-social-media-decisions/">under scrutiny</a> for attempting to make themselves relevant in a context that has nothing to do with their brand values.</p> <p>While corporations joining in on this Twitter in-joke is nowhere near as insensitive, there’s an overwhelming feeling of... why?</p> <p>Laboured puns desperately trying to shoehorn either ‘Ed’ or ‘Balls’ into a product, corporate handles tweeting their own names – there’s an overwhelming feeling that brands are joining conversations that they were neither invited to, nor welcome in.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">TwistED DoughBALLS. <a href="https://twitter.com/hashtag/EdBallsDay?src=hash">#EdBallsDay</a> <a href="https://t.co/FwTWc82XHD">pic.twitter.com/FwTWc82XHD</a></p> — Domino's Pizza UK (@Dominos_UK) <a href="https://twitter.com/Dominos_UK/status/725595851708596224">April 28, 2016</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/MetroUK">@MetroUK</a> Stop it.</p> — Oscar Tollast (@DorsetEchoOscar) <a href="https://twitter.com/DorsetEchoOscar/status/725583884973395968">April 28, 2016</a> </blockquote> <p>The meta-culture of social media is one of the things which gave prominence to its rise.</p> <p>From the days of using forum acronyms <a href="http://www.urbandictionary.com/define.php?term=IRL">IRL</a>, there has always been a unique element to nuances that develop purely in niche communities.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Google</p> — Google UK (@GoogleUK) <a href="https://twitter.com/GoogleUK/status/725579001318793216">April 28, 2016</a> </blockquote> <p>These in-jokes quickly become stale when either the subject of them becomes too aware of the publicity, or when they feature in advertising campaigns.</p> <p><iframe src="https://www.youtube.com/embed/PrSPuBYm-Cw?wmode=transparent" width="560" height="315"></iframe></p> <p>Fortunately for the online community, the politician took the fame in good humour and even joined in on the joke, integrating the spike in awareness to his political campaign (sadly Ed lost his seat in the last election).</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Here we go again… ! RT @edballsmp: Ed Balls <a href="http://t.co/EhIPfbmQRo">pic.twitter.com/EhIPfbmQRo</a></p> — Ed Balls (@edballs) <a href="https://twitter.com/edballs/status/593072495395282944">28 April 2015</a> </blockquote> <p>Brands tweeting about Ed Balls feels a bit like your parents liking a Facebook status about a messy night out you’ve been on.</p> <p>So mum, dad, Metro. Let the kids have their fun, and don’t spoil the party.</p> <p>Having said that, we’ve just written an entire blog post about Ed Balls day.</p> <p>Far from trying to join the branded party, just know that at Econsultancy we celebrate the true spirit of Ed Balls day.</p> <p>Whilst we won't be tweeting 'Ed Balls' or 'Econsultancy' at 4.20pm today, we will be watching this. </p> <p><iframe src="https://www.youtube.com/embed/CVaaiwjRGNw?wmode=transparent" width="560" height="315"></iframe></p> tag:www.econsultancy.com,2008:BlogPost/67725 2016-04-11T15:15:00+01:00 2016-04-11T15:15:00+01:00 McDonald's provides a new template for so-bad-it's-good TV adverts Ben Davis <h3>A renaissance for bad ads?</h3> <p>If we're honest, bad TV commercials are not rare things. Even so, the past six months has felt like a pretty lofty watermark.</p> <p>Tesco's return to big marketing spend with its <a href="https://www.youtube.com/watch?v=0vf6Hk3YshA">'wacky-family' adverts</a> was a classic example of humour gone wrong. Many questioned whether the Tesco brand was right to go for funny in the first place.</p> <p>Hot on its heels this year has been <a href="https://www.youtube.com/watch?v=au0Qg2QiFL0">GoCompare's genius</a> (in my eyes), with its iteration of the '<strong>one</strong> annoying, repetitive catchphrase' model for price comparison websites.</p> <p>Yep, GoCompare now has 100% more annoying catchphrases, thanks to a peppering of the word 'fantastic'.</p> <p>However, McDonald's hasn't achieved the so-bad-it's-good status by design (like GoCompare) or through bad script and direction (Tesco) but through a confused multichannel interactive promotion.</p> <p>Here's what McDonald's failed to do...</p> <h3>Focus on one message</h3> <p>The point of these adverts is to tell people that Monopoly is back at McDonald's and you can win cash online or food prizes in restaurants (as well as bigger prizes like a MINI).</p> <p>However, this message is crammed into the first part of the advert, followed by a second message - choose what mild peril the presenter will encounter in the next advert.</p> <p>The problem is that due to time constraints, both messages get crammed in.</p> <p>Those new to Monopoly at McDonald's get a brief and unsatisfactory introduction to the competition. And then for anyone that wants to vote for the next advert, the instructions flash by too quickly.</p> <p>Watch the ad below and see if you agree with the following points:</p> <ul> <li>6 seconds: The presenter reels off what you can win, without pausing between prizes to allow the customer to digest the messaging (no pun intended).</li> <li>15 seconds: The choices of peril for the next advert get around 3.5 seconds each. Without repeat viewing, the camera pan makes it difficult to notice the voting tags in boxes above the cars.</li> </ul> <p><iframe src="https://www.youtube.com/embed/MpvDYzJPJi4?wmode=transparent" width="560" height="315"></iframe></p> <h3>Understand the dynamics of interaction</h3> <p>The presenter of this ad (Gemita Samarra - a stuntman and model who has worked on Bond and Game of Thrones amongst others) has received some criticism online.</p> <p>However, it's not really her fault. She has to rattle off a confused script.</p> <p>A bigger problem with her casting is that waching people in mild peril is only interesting if we know who that person is.</p> <p>For example, if we could vote what dangerous activity Noel Edmonds would do next, I'm sure plenty would be voting. We simply don't have the emotional bond with Gemita Samarra.</p> <h3>Understand commercialism &amp; social media</h3> <p>In principle, the concept of the Twitter voting is sound. Even if users don't vote en masse, there are always super fans who will take part and help to spread <a href="https://econsultancy.com/blog/63959-twitter-and-tv-ignore-the-stats-and-focus-on-best-practice/">the impact of a TV ad on social media</a>.</p> <p>However, a brand has to play by the rules of social if it wants organic engagement.</p> <p>The voting system here (e.g. tweet MINI 3-Door to @McdonaldsUK to see Gemita standing on a car on two wheels) is overly commercial and doesn't play to the fun nature of the competition.</p> <p>A MINI model name is pretty much irrelevant to the stunt voted for.</p> <p>One of the choices is to watch the stuntman on top of a car performing donuts. So, why implore users to vote 'MINI Clubman' instead of 'donuts'?</p> <p>If ideas are going to get traction on Twitter, they cannot be forced.</p> <h3>Keep it simple stupid (KISS)</h3> <p>'KISS' is the overriding feeling when watching these adverts (for those unfamiliar, this is merely the first in a series of commercials).</p> <p>The set is distracting, the voting system too wordy, the script waffly, the presenter distracting; even the McDonald's whistle at the end jars, feeling tacked on and confused.</p> <p>McDonald's has been lucky with this campaign. I firmly believe in no such thing as bad publicity when it comes to TV adverts.</p> <p>The fast food restaurant's confused creative has led to lots and lots of Monopoly chatter, leaving me in no doubt about what competition is currently running at my local Golden Arches.</p> <p><em>For more on TV and social, see the following articles:</em></p> <ul> <li> <a href="https://econsultancy.com/blog/65578-six-ways-social-media-is-changing-the-nature-of-tv-forever">Six ways social media is changing the nature of TV forever</a> </li> <li> <a href="https://econsultancy.com/blog/65297-tv-goes-social-how-brand-marketers-can-learn-from-the-best">TV goes social: how brand marketers can learn from the best</a> </li> </ul> tag:www.econsultancy.com,2008:BlogPost/67604 2016-03-07T10:21:00+00:00 2016-03-07T10:21:00+00:00 What’s the point of social media for luxury brands? Chris Bishop <p><img src="https://openmerchantaccount.com/img2/loubies.jpg" alt=""></p> <p>Tiffany, Kate Spade New York, Valentino and Christian Louboutin were showing high <a href="https://www.evaluesuite.com/our-scores">eValue scores</a> in the research, while Ralph Lauren and Gucci were top of the index for offline conversations.</p> <h3>Online and offline sharing is crucial for luxury brand success</h3> <p>The researchers concluded that both online and offline social sharing were crucial for growth in the luxury market – and the boundaries between them were becoming increasingly porous.  </p> <p>Brands that take advantage of this fluidity between social and WOM, they said, can create brand experiences that merge real and digital conversations, cutting through in incredibly powerful ways.  </p> <p>These are conversations that elicit desire, promote affinity and ultimately drive more sales than those taking place, exclusively, either on or offline.</p> <h3>Instagram’s “Label Lust” message comes alive</h3> <p>Last year <a href="https://econsultancy.com/blog/65816-grazia-launches-responsive-ecommerce-site-is-it-any-good/">Graziashop</a> was among the first Instagram advertisers, now it leads the way with Instagram activity (part of its Label Lust campaign) designed to raise brand awareness and engagement through shared storytelling.</p> <p>Graziashop used Instagram to post quirky, fun sponsored images and videos targeting 22–45 year old females in the UK with an interest in designer shoes, bags, fashion tips and blogging.</p> <p>Over a six-week period the images followed the storyline of a Graziashop character. Showcasing selected products from the Graziashop range, the heroine truly inhabited the brand’s shopper lifestyle. </p> <p><img src="https://openmerchantaccount.com/img2/graziainstagram.png" alt=""></p> <p>The campaign echoed the stories fashionistas tell themselves and each other about the products they dream about and acquire.  </p> <p>Tales of love at first sight, long distance love, the one that got away (when an item you really want is sold out) and falling head over heels with a pair of... heels.</p> <h3>Instagram delivers strong results for Graziashop</h3> <p>Instagram was exactly the right place for this kind of campaign with its hip vibe, massive reach and impactful 30-second video format, with social traffic peaking at 18% of overall website traffic during the campaign period.</p> <p>But more than this, Graziashop’s Instagram campaign shows how using the right platform can lift a brand’s marketing message beyond the realm of social media.</p> <p>As the Engagement Lab has pointed out, there is currently a huge opportunity in social to exploit the fluid boundaries between on- and offline to start passionate conversations that continue in the real world and lead to the sales counter.  </p> <p>Graziashop was one of the first brands to use Instagram when its paid advertising launched in the UK and has shown how Instagram, particularly, can make a brand message part of your audiences’ consciousness.  </p> <p>Delivering stories imaginatively with the creative use of native social tools can inspire your customers to tell their own stories in their own ways, but always with yours in mind.</p> <h3>Should luxury brands remain out of touch and exclusive?</h3> <p>I often hear comments that luxury brands should be exclusive, scarce, not “sell out” and that <em>“true luxury brands do not care about shareholder value”</em>. <strong>I couldn’t disagree more.</strong></p> <p>Luxury is about desirability, product excellence, exemplary service and fundamentally a brand promise. </p> <p>If exclusivity and scarcity is the strongest value in a luxury brand that does not care about shareholder value, it won't be a brand for long.</p> <p><img src="https://openmerchantaccount.com/img2/burberry-fashionweek.jpg" alt=""></p> <p>The continued proliferation of social media, <a href="https://econsultancy.com/blog/67220-four-things-we-learned-about-live-streaming-at-the-festival-of-marketing/">live streaming</a>, interactive apps and buyable shows at the various Fashion Weeks proves that everyone wants runway, today.  </p> <p>The inclusivity that social media gives to luxury fashion brands will continue to fundamentality change the way, and the very reason, for Fashion Week itself.</p> <h3>In conclusion...</h3> <p>Even if they’re not buying, your customers want to talk to you and about you.</p> <p>Working out when to sell to them and when to talk to them is part of the challenge of dealing with social media. But in reality every social interaction is an opportunity for engagement that may lead to a sale.</p> <p>In luxury it is even more important to have a focus on social, with two-thirds of the target audience generating content on a regular basis and 15% doing that on a daily basis.  </p> <p>Whether using social media to maintain a beautiful customer service experience or storytelling the luxurious lifestyle of the Founder, brand or ambassadors; the conversation is happening, with or without you.  </p> <p><strong>You can’t choose to opt out. But you can choose not to participate.</strong></p> <p><em>Econsultancy has launched a new Social Media &amp; PR Training Course tailored specifically for the Fashion &amp; Beauty industry. Go <a href="https://econsultancy.com/training/courses/fashion-beauty-monitor-social-media-and-online-pr/">here</a> to find out more.</em></p> tag:www.econsultancy.com,2008:BlogPost/67530 2016-02-17T11:44:00+00:00 2016-02-17T11:44:00+00:00 Five social media campaigns celebrating women across the globe Chloe McKenna <p>But how does the theme of women’s rights translate to campaigns globally?</p> <p>In this post I'll run through some of the most fascinating international campaigns focusing on female empowerment, and see how different cultures interpret the concept. </p> <h3>#touchthepickle</h3> <p>Whisper’s #touchthepickle campaign by P&amp;G India was created to debunk the taboos of things women supposedly shouldn’t do when they’re on their period.</p> <p>The undeniably hilarious hashtag #touchthepickle is in reference to the superstitious belief that if women touch a pickle jar when they’re on their period, the pickles inside will rot.</p> <p>The accompanying YouTube video achieved over 2m views and users were invited to share their #touchthepickle period-taboo busting moments on social media which added another dimension of <a href="https://econsultancy.com/blog/66739-how-user-generated-content-is-changing-content-marketing/">user-generated content</a> to the campaign. </p> <p><iframe src="https://www.youtube.com/embed/5s8SD83ILJY?wmode=transparent" width="615" height="346"></iframe></p> <h3>#autocompletetruth</h3> <p>Memac Ogilvy and Mather’s powerful campaign for UN women in Dubai exposed some of the horrifying auto-complete phrases seen in Google when searching for terms related to women.</p> <p>From ‘women shouldn’t have rights’ to ‘women shouldn’t work’, the widespread sexism of popular searches was truly shocking.</p> <p>The campaign ignited global conversations with over 24m Twitter mentions alone for the #autocompletetruth hashtag, and the campaign was discussed on social media by women from more than 100 different countries.</p> <p><img src="https://assets.econsultancy.com/images/0007/2008/autocomplete.png" alt="" width="641" height="871"></p> <h3>BBC #100women</h3> <p>The annual BBC #100women campaign focuses on sharing the stories of women from around the world, which can be overlooked by mainstream media, with the aim of making news content more engaging for female audiences.</p> <p>It is truly international, with content being shared in eight languages across two international BBC social media channels (Twitter &amp; Facebook) <a href="https://www.facebook.com/BBC100women/?fref=ts">featuring women from across the globe.</a></p> <p>The 100 women representing the campaign are diverse, ranging from world leaders to local heroines coming from all walks of life. The multi-channel campaign has a hugely social focus.</p> <p>Nandita Patkar, head of paid media at Oban Digital, explains:</p> <blockquote> <p>For this year’s campaign, the BBC World Service wanted to improve online campaign traffic across Arabic, Hindi, Spanish and Afrique, Urdu and Swahili. Our expert teams researched which markets and channels would offer the most impact in terms of relevancy, reach and cost and planned accordingly.</p> <p>Our amplification of content throughout the live debates showed that there was a strong interest in the topic from Eastern Africa and India. Overall though, Spanish had the majority of reach and engagement.</p> </blockquote> <p><img src="https://assets.econsultancy.com/images/0007/2009/100_women.jpg" alt="" width="1024" height="513"></p> <h3>#Ladyball</h3> <p>This recent spoof campaign from Lidl Ireland caused much controversy on social media.</p> <p>It seemingly promoted a dainty pink ‘Ladyball’, suitable for sports women, boasting ‘soft-touch for a woman’s grip’ and ‘eazi-play – for a woman’s ability’.</p> <p>While many correctly suspected that the ‘sexist’ campaign was nothing more than a marketing ploy, it still managed to spark debate and gain considerable news coverage.</p> <p>The campaign was indeed a tongue-in-cheek promotion tactic; in fact designed to raise awareness of Ladies Gaelic Football which is now sponsored by Lidl Ireland.</p> <p>Reaction to the humorous approach was positive in general, although some Twitter users took objection to the contrived nature of the advertisements, and questioned whether all PR is indeed good PR when it purports to support such dated views.</p> <p>However, the campaign was successful in igniting social media mentions and gaining media placements, reaching a large audience in the process.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">There's now ads in the paper for the lady ball.. This can't be real please say it ain't so <a href="https://t.co/1htC8BmGi2">pic.twitter.com/1htC8BmGi2</a></p> — Rachel (@ityagalrach) <a href="https://twitter.com/ityagalrach/status/687965104206393344">January 15, 2016</a> </blockquote> <h3>#VivaLaReconstruccion</h3> <p>Latin America’s mainstream culture places a high value on traditional female beauty ideals.</p> <p>So, when popular Mexican actress and director Patricia Reyes Spíndola posed topless revealing her reconstructed breasts in a series of striking photographs shared via social media, it caused quite a stir.</p> <p>The campaign, #VivaLaReconstruction, aimed to spread awareness of breast cancer while showcasing an alternative view of female beauty focused on the strength and resilience of a woman’s body.</p> <p>The images were widely shared and were generally well-received by the Latin American audience.</p> <p>Many people tweeted that they found the campaign concept and the accompanying visuals refreshing and inspiring. </p> <p><img src="https://assets.econsultancy.com/images/0007/2010/vivalareconstruction.png" alt="" width="944" height="794"></p> <h3>In conclusion...</h3> <p>All of these campaigns were successful because they carefully considered the audiences they were targeting, and addressed issues which effect real women from those regions.</p> <p>From body image and gender norms through to female sport and women’s rights, the umbrella of female empowerment can encompass many topics.</p> <p>Undeniably, woman power has proved itself to be a forceful theme for igniting social media debate and conversation across the globe.</p> <p>But, for marketers hoping to cash-in on the theme, caution is advised as increasingly audiences are savvy to so-called ‘femvertising’.</p> <p>Campaigns channelling female power will only have legs if they manage to identify with real women and avoid alienating them by coming across as too contrived or patronising. </p> tag:www.econsultancy.com,2008:BlogPost/67470 2016-02-02T15:03:36+00:00 2016-02-02T15:03:36+00:00 Facebook & Twitter make UX changes in fight to stay social Ben Davis <h3>Facebook redefines relevance</h3> <p><a href="http://newsroom.fb.com/news/2016/02/news-feed-fyi-using-qualitative-feedback-to-show-relevant-stories/">Facebook has announced changes</a> to how it uses qualitative feedback to rank stories in the News Feed.</p> <p>Qualitative, of course, means non-algorithmic; based on feedback that Facebook has been aggregating for some time (see the quote below).</p> <blockquote> <p>As part of our ongoing effort to improve News Feed, we ask over a thousand people to rate their experience every day and tell us how we can improve the content they see when they check Facebook — we call this our Feed Quality Panel.</p> <p>We also survey tens of thousands of people around the world each day to learn more about how well we’re ranking each person’s feed.</p> <p>We ask people to rate each story from one to five stars in response to the question “how much did you want to see this story in your News Feed?”</p> </blockquote> <p>The conclusion that Facebook came to is that users enjoyed their News Feed the most when populated with posts that were both qualitatively successful (approved of in surveys) and quantitatively successful (got lots of shares, Likes and clicks).</p> <p>'So what?', you might think. Well, although Facebook states that this shouldn't affect Page reach or traffic, there are a few revealing lines that hint at the impact of this update.</p> <p>The first point is that Facebook is being vigilant for content that is unnaturally engaged with, as follows...</p> <blockquote> <p>Pages might see some declines in referral traffic if the rate at which their stories are clicked on does not match how much people report wanting to see those stories near the top of their News Feed.</p> </blockquote> <p>The second point is that Facebook gives a word of advice to publishers who want to avoid such unnatural engagement.</p> <blockquote> <p>In general, Pages should avoid encouraging people to take an action (such as encouraging lots of clicks), because this will likely only cause temporary spikes in metrics that might then be rebalanced by feed’s ranking over time.</p> </blockquote> <p>This is likely intended to improve the relevance of a whole range of content, but the thought occurs to me that more sensational or advertorial style clickbait should certainly be discouraged by this update (content which Facebook <a href="http://newsroom.fb.com/news/2014/08/news-feed-fyi-click-baiting/">already actively seeks to censor</a>).</p> <p>Though <a href="https://econsultancy.com/blog/65575-ironically-five-things-that-could-stop-clickbait">clickbait-y pictures and headlines</a> will always attract intrigued users to click, they may not voice their approval in qualitative feedback.</p> <p>Surely, this is good for the network, increasing the quality and relevance of posts and fostering a more social dynamic as a result. This, in turn, should keep users engaged and continue to drive advertising revenue.</p> <p>Facebook ends its announcement blog post by vowing to provide publishers with insight into increasing referral traffic, but emplores them to post things 'meaningful to [their] audiences'.</p> <p>Can't say fairer than that.</p> <h3>Twitter remembers its users</h3> <p>Twitter recently rolled out a user-facing feature that's only small but grants some relief to observers who fear Twitter has been slowly losing focus.</p> <p>Being able to see which of your connections are engaging with a current trend is a logical update (shown below by Jack Dorsey) that should help to increase engagement with trends.</p> <p>Authenticity is something Twitter has struggled with lately, particularly with its <a href="https://econsultancy.com/blog/67027-five-reasons-twitter-moments-is-a-good-move">new feature Moments</a>, which users feel isn't influenced by the same democratic forces their feed is.</p> <p>Concentrating on the social aspect of Twitter whilst also allowing for incremental revenue is something Twitter has struggled with. The network has seemed reluctant to create a 'walled garden' for fear of alienating its users.</p> <p>All this could change if the <a href="https://econsultancy.com/blog/67378-five-reasons-twitter-s-character-limit-increase-is-a-terrible-idea">mooted rise in character limit</a> of tweets goes ahead, and this could be a make or break moment for the platform.</p> <p><img src="https://assets.econsultancy.com/images/0007/1305/Screen_Shot_2016-02-02_at_12.46.21.png" alt="twitter trends" width="660" height="600"> </p> tag:www.econsultancy.com,2008:BlogPost/67378 2016-01-06T11:32:00+00:00 2016-01-06T11:32:00+00:00 Five reasons Twitter’s character limit increase is a terrible idea Jack Simpson <p>I’m not going to use this post to talk about what this change would mean for marketers, but rather to put forward five reasons I think it’s an unbelievably stupid idea. </p> <p>For reference, here is the original tweeted announcement in full:</p> <blockquote class="twitter-tweet" lang="en"> <p lang="und" dir="ltr"><a href="https://t.co/bc5RwqPcAX">pic.twitter.com/bc5RwqPcAX</a></p> — Jack (@jack) <a href="https://twitter.com/jack/status/684496529621557248">January 5, 2016</a> </blockquote> <p>And here are the reasons it would be a terrible move.  </p> <h3>1. Brevity is best</h3> <p>I’ve put this point at the top because, to me, it is the biggest issue here. </p> <p>One of the best things about Twitter is that it forces people to be brief. Every word counts, so they lose the filler.</p> <p><img src="https://assets.econsultancy.com/images/0007/0458/ErnestHemingway.jpg" alt="Ernest hemingway" width="473" height="591"></p> <p>Isn’t that a good thing? Shouldn’t it be protected in this ocean of increasingly awful content we call the internet? </p> <p>Sure, people will still be able to post 140-charcater tweets if they want. But they won’t, will they? Not always. Not given the choice. </p> <p>I get it. I’ve worked in social before and I understand how frustrating it can be when if you just had one or two more characters you could write ‘the perfect tweet’. </p> <p>But the fact that it’s challenging makes it more interesting, whether you’re a social marketer or an individual trying to make jokes about The Apprentice.</p> <p>Take that away and you’ve just got another place for people to ramble.</p> <p>Which leads me to my next point...</p> <h3>2. Twitter will lose its USP</h3> <p>There are plenty of social networks where you can waffle on for 10,000 characters. Of all the mainstream sites of its kind, Twitter is the only one that forces brevity. </p> <p>Effectively it is getting rid of the only unique selling point it has. From a business point of view, I cannot understand the decision. </p> <p>Perhaps it is catering for marketers and advertisers who want to write ‘richer’ content to get their ‘valuable’ messages across.  </p> <p>Utterly pointless. Nobody is going to expand a tweet from a brand in order to read a load of <a href="https://econsultancy.com/blog/66654-25-terrible-metaphor-heavy-digital-marketing-articles-we-haven-t-published-yet/">marketing tripe</a>. Fit your message into 140 characters, however, and you might have a deal. </p> <h3>3. We will lose the ‘live’ feeling</h3> <p>In <a href="http://www.theguardian.com/technology/2016/jan/05/why-twitter-is-right-to-expand-to-10000-characters">a recent Guardian article</a>, Leigh Alexander and Jeff Jarvis argued that it would ‘be wonderful if you had enough space, enough characters, for (your tweets) to have a context forever.’</p> <p>Then they went on to ask, ‘Do people even live tweet anymore?’ </p> <p>Clearly these are two people with a hopeless lack of understanding as to one of the key reasons Twitter is so popular with users. </p> <p>When something happens – a terrorist attack, a natural disaster, or any huge news event – Twitter is the go-to place to get live updates. </p> <blockquote class="twitter-tweet" lang="en"> <p lang="en" dir="ltr">Still a terrorist in the <a href="https://twitter.com/hashtag/Bataclan?src=hash">#Bataclan</a> theatre, but most <a href="https://twitter.com/hashtag/bataclan?src=hash">#bataclan</a> hostages are out</p> — Andrew Smith (@andrewhistorian) <a href="https://twitter.com/andrewhistorian/status/665295040420401152">November 13, 2015</a> </blockquote> <blockquote class="twitter-tweet" lang="en"> <p lang="en" dir="ltr">Released hostages are hugging each other. One guy fainted on reaching the relative safety of our street.</p> — Andrew Smith (@andrewhistorian) <a href="https://twitter.com/andrewhistorian/status/665295634048507904">November 13, 2015</a> </blockquote> <p>It has fundamentally changed the way we consume news. For the better, in my opinion.</p> <p>Bystanders become amateur journalists, and wherever they are they can instantly share information or images with the rest of the world. </p> <p>I, like many, am a complete news junkie, and I enjoy the short, snappy updates you get on Twitter during big events. I don’t want that to be diluted by needless words.</p> <p>Twitter’s 140-character limit lends itself perfectly to live news. Let’s not ruin that.</p> <h3>4. The site will become a sea of marketing slurry</h3> <p>This is the one that will piss users off the most. And without the users you really don’t have a potentially money-making business anymore. </p> <p>As a consumer, Twitter is my second favourite social network, after <a href="https://econsultancy.com/blog/67020-why-instagram-should-be-the-channel-of-choice-for-marketers">Instagram</a>, when it comes to branded content. </p> <p>The short character limit means brands have to rely more on imagery, while forcing them to be interesting/exciting/funny/whatever in very few words. </p> <p>What we’ll see with an increased character limit is marketers filling the site with the kind of long-winded, self-important guff that makes me avoid branded posts on other sites. Or posts from celebrities or ‘influencers’ for that matter. </p> <p>I can’t speak for everyone, but I’m pretty sure most people – marketers included – don’t want their Twitter feed to be polluted by content that is both crap <em>and</em> longwinded.</p> <p>Plus, as I mentioned earlier, if people are given the choice whether to expand a branded tweet to see beyond 140 characters or not, they almost certainly won’t. So, really, what’s the point? </p> <h3>5. It’s just a really weird thing to do</h3> <p>In the simplest terms, it just seems like an utterly odd decision.</p> <p>It’s almost as if the people running Twitter have never actually used Twitter. Like they don’t understand what makes it appealing in the first place. </p> <p>I get that Twitter needs to make some changes because – despite its popularity among celebrities and the general public – it is clearly giving its accountants (and investors) a headache. </p> <p>But I just can’t see how this will help its cause. </p> <p>Maybe I’ll be proved wrong in the long run, in which case I’ll delete this post and deny that it ever existed, obviously. </p> <h3>What do you think?</h3> <p>I’ve put my opinions across. If you agree with them, great. If you don’t, even better. </p> <p>Let me know your thoughts in the comments below.  </p> tag:www.econsultancy.com,2008:BlogPost/67306 2015-12-10T11:10:00+00:00 2015-12-10T11:10:00+00:00 Is Pinterest or Instagram better for driving ecommerce? Georges Berzgal <p>However, what hasn’t always been obvious is how to convert these followers into sales.</p> <p>Both platforms recently developed new tools to more easily facilitate commerce across the board.</p> <p>So what are the inherent benefits of services like Pinterest and Instagram, and which provides the best platform for commerce?</p> <h3>Target audiences</h3> <p>It’s no secret that brands looking to target female consumers see the benefits of embracing social media.</p> <p><a href="http://www.entrepreneur.com/article/231970">Women are 10% more</a> likely than men to show brand support and 17% more likely to access offers on social media, although <a href="http://digitalmarketingmagazine.co.uk/social-media-marketing/is-the-social-buy-button-poised-to-take-off/2766">research found</a> that men are slightly more interested in purchasing directly on social networks by using a social buy button than women (33 % vs. 30%).</p> <p>All social media networks, bar LinkedIn, have more female users than male, although women’s domination of social media is not equally spread across all networks.</p> <p>Figures suggest that <a href="http://www.conversedigital.com/digital-strategy/should-my-company-be-on-instagram-or-pinterest">Pinterest’s users are 70% and Instagram’s users are 55% female.</a></p> <h3>Buyable Pins</h3> <p>Pinterest launched <a href="https://econsultancy.com/blog/66529-pinterest-enables-ecommerce-with-buyable-pins/">Buyable Pins</a> earlier this year, allowing consumers to purchase items without leaving the platform, and to pay using Apple Pay or credit cards.</p> <p>With a <a href="http://expandedramblings.com/index.php/pinterest-stats/">user base of 70m</a> made-up largely of consumers who are the most active and engaged, it’s no surprise that Pinterest is often seen as the social network with the highest potential for ecommerce.</p> <p><img src="https://assets.econsultancy.com/images/0006/9879/buyable_pins.jpg" alt="" width="700" height="466"></p> <h3>Instagram's buy button</h3> <p>However, the truth, as unveiled by research from member-based business intelligence firm L2, is that Instagram actually <a href="http://business.financialpost.com/investing/trading-desk/how-instagram-is-becoming-a-must-have-for-retailers?__lsa=6904-3bfd">has the highest browser-to-shopper conversion rate</a> of the social media outlets it tracks.</p> <p>This is all the more impressive considering that Instagram only allows brands to link to their website from their profile page.</p> <p><img src="https://assets.econsultancy.com/images/0006/9878/instagram_ads.jpg" alt="" width="700"></p> <p>The introduction of the Instagram ‘buy button’ sounded like a shift for the network.</p> <p>It is not available on regular Instagram posts yet, but limited to <a href="https://econsultancy.com/blog/66689-how-brands-are-using-instagram-ads/">the recently-introduced ad platform</a>.</p> <p>So if consumers see an item on the brand’s Instagram page they would like to purchase, they still have to search for the item on the retailer’s website to be able to buy it.</p> <h3>So, why is Instagram better at converting browsers to shoppers?</h3> <p>The answer is two-fold. What Pinterest promises is a channel through which brands can speak to women in a way that they like being spoken to.</p> <p>From our experience with clients, marketing messages with gender specific content are five times more successful than unisex messages.</p> <p>Brands understand the need to target consumers by gender, what seems odd is that brands are excited to segregate their female-targeted messages onto an entirely separate platform. </p> <p>Instagram, on the other hand, has a much more level gender split, allowing brands to target both men and women through the same platform by separating their content through gender specific accounts.</p> <p>Apparel retailers like Nike and ASOS are amongst the pioneers of this approach to Instagram, and it makes total sense. Why would you split your product by gender in-store, but then present it all together online?</p> <p><img src="https://assets.econsultancy.com/images/0006/9880/Screen_Shot_2015-12-10_at_11.08.21.png" alt="" width="700"></p> <p>It is more difficult for retailers to push their products openly on Instagram, which is the second, counter-intuitive reason why the platform is better for driving commerce.</p> <p>Brands publish content on Instagram that describes the lifestyle and culture of the company; it is the social network where retailers can forge an emotional connection with consumers.</p> <p>With our own customers we often see marketing messages with an absence of product promotion bringing in the most revenue.</p> <p>Messages promoting the culture behind the brand – be it a tie in with another brand or a connection to the local community – have proven to be extremely effective at driving engagement and revenue.</p> <p>Pinterest has been under pressure to bring commerce to the front of its platform for some time.</p> <p>Buyable pins move Pinterest towards becoming an aggregator of ecommerce, something akin to a digital shopping centre.</p> <p>This is by no means a bad thing, either for brands or consumers, but this evolution also moves Pinterest away from its social origins.</p> <p>Brands looking to tap into Instagram for ecommerce must keep in mind that the logical benefits of a product are often outweighed by a decision based on emotion.</p> <p>Social media allows brands to share their brand story in a way that retail space and owned websites often cannot offer, and for this reason a targeted Instagram account looks to be the better choice for driving revenue now, and potentially in the future.</p> tag:www.econsultancy.com,2008:BlogPost/67149 2015-11-09T10:18:57+00:00 2015-11-09T10:18:57+00:00 How to create simple brand tone-of-voice guidelines for Twitter Ben Davis <p>However, when inducting new staff, it's good to expand on a document like this, giving plentiful examples of exchanges where tone of voice was appropriate.</p> <p>Before you accuse me of peddling the barest of advice, I've made an effort to fill out this form on behalf of Econsultancy (though I hasten to add, I do not manage Twitter for our brand).</p> <p>It was challenging (and fun) to narrow down brand values and personality, and I found it a useful activity.</p> <p>With <a href="https://econsultancy.com/blog/67059-changing-company-culture-six-things-to-try/">company cultures changing</a> in the face of digital products and services, an exercise like this could even be a handy tool during recruitment, to see which applicants understand the true nature of a brand.</p> <p>Let me know if you have any comments or embellishments (it is rather slim), and try to resist making fun of my own answers.</p> <p><em>A simple tone-of-voice template (scroll down to see my attempt at completing the form for Econsultancy)</em></p> <p><img src="https://assets.econsultancy.com/images/0006/8690/Screen_Shot_2015-11-04_at_14.41.05.png" alt="tone of voice template" width="615"></p> <h3>Mission statement</h3> <p>'Econsultancy’s mission is to help our customers achieve excellence in digital business, marketing and ecommerce.'</p> <p>(However, instead of trying to over-simplify what we do and boil it down to a strapline, let's embrace it, we're many things.)</p> <h3>Twitter bio</h3> <p>'Econsultancy publishes independent research, analysis and advice on digital marketing, social media, ecommerce, SEO, mobile and tech for businesses.'</p> <h3>Brand values </h3> <ul> <li>Practical.</li> <li>Independent.</li> <li>Passionate.</li> </ul> <h3>Brand personality</h3> <ul> <li>Unpretentious.</li> <li>Helpful.</li> <li>Open.</li> </ul> <h3>Audience</h3> <ul> <li>UK &gt; US &gt; APAC.</li> <li>Client-side &gt; agency-side.</li> <li>C-suite</li> <li>Many different market sectors.</li> </ul> <h3>What do we tweet about?</h3> <ul> <li>Our research and blog content.</li> <li>Our events and training courses.</li> <li>Our employees.</li> <li>Our community.</li> <li>Web and pop culture (on Fridays).</li> <li>GIFs</li> </ul> <h3>Banned words?</h3> <ul> <li>Leverage.</li> <li>Learnings.</li> <li>Leading.</li> <li>Actually there <a href="https://econsultancy.com/blog/66631-20-banned-words-from-the-econsultancy-blog-and-their-alternatives/">are quite a few of them</a>.</li> </ul> <h3>Write like this...</h3> <p>Here are a number of examples of some recent tweets where our tone of voice was in line with what I expect from our brand.</p> <blockquote class="twitter-tweet" lang="en"> <p lang="en" dir="ltr"><a href="https://twitter.com/firstconversion">@firstconversion</a> it depends what you want - networking, professional validation or training. I fear a conflict of interest for us anyway ;)</p> — Econsultancy (@Econsultancy) <a href="https://twitter.com/Econsultancy/status/648616450471669764">September 28, 2015</a> </blockquote> <blockquote class="twitter-tweet" lang="en"> <p lang="en" dir="ltr"><a href="https://twitter.com/firstconversion">@firstconversion</a> none of them, but we offer some competing services (training, events) so best for us to sit on the fence probably</p> — Econsultancy (@Econsultancy) <a href="https://twitter.com/Econsultancy/status/648754383476379648">September 29, 2015</a> </blockquote> <p>---</p> <blockquote class="twitter-tweet" lang="en"> <p lang="en" dir="ltr">Our last tweet was missing an apostrophe. Apologies. The editorial team have been given their final warning... <a href="http://t.co/BwYOxYMJcS">pic.twitter.com/BwYOxYMJcS</a></p> — Econsultancy (@Econsultancy) <a href="https://twitter.com/Econsultancy/status/649887086888255488">October 2, 2015</a> </blockquote> <p>---</p> <blockquote class="twitter-tweet" lang="en"> <p lang="en" dir="ltr"><a href="https://twitter.com/GiomUK">@GiomUK</a> <a href="https://twitter.com/Topman">@Topman</a> thanks for submitting it, always great to read case studies from top brands :)</p> — Econsultancy (@Econsultancy) <a href="https://twitter.com/Econsultancy/status/656470525384916992">October 20, 2015</a> </blockquote> <p>---</p> <blockquote class="twitter-tweet" lang="en"> <p lang="en" dir="ltr"><a href="https://twitter.com/DanJDear">@DanJDear</a> they mentioned plans to do it a few weeks ago. It would be easier for marketers if they stopped fiddling with the dimensions ;)</p> — Econsultancy (@Econsultancy) <a href="https://twitter.com/Econsultancy/status/648814231333302272">September 29, 2015</a> </blockquote> <h3>Not like this...</h3> <p>I thought I would include some tweets by some of Econsultancy's notional competitors here.</p> <p>Far from being snarky, I've done this to emphasise the difference between our tone of voice and others in slightly different parts of market.</p> <blockquote class="twitter-tweet" lang="en"> <p lang="en" dir="ltr">Hyperconnected hyperadopters change the way businesses invest. <a href="https://twitter.com/hashtag/FORRForum?src=hash">#FORRForum</a></p> — Forrester Research (@forrester) <a href="https://twitter.com/forrester/status/659829415338188800">October 29, 2015</a> </blockquote> <blockquote class="twitter-tweet" lang="en"> <p lang="en" dir="ltr">Did you know? We help with vendor negotiation projects for <a href="https://twitter.com/hashtag/Microsoft?src=hash">#Microsoft</a>, <a href="https://twitter.com/hashtag/Salesforce?src=hash">#Salesforce</a>, <a href="https://twitter.com/hashtag/Workday?src=hash">#Workday</a>, <a href="https://twitter.com/hashtag/Oracle?src=hash">#Oracle</a>, <a href="https://twitter.com/hashtag/IBM?src=hash">#IBM</a> and more.</p> — Forrester Research (@forrester) <a href="https://twitter.com/forrester/status/647106261587238914">September 24, 2015</a> </blockquote> <blockquote class="twitter-tweet" lang="en"> <p lang="en" dir="ltr">Use <a href="https://twitter.com/hashtag/SAP?src=hash">#SAP</a>'s significant motivation to move your company to the <a href="https://twitter.com/hashtag/cloud?src=hash">#cloud</a> as leverage for negotiating better deals.</p> — Forrester Research (@forrester) <a href="https://twitter.com/forrester/status/647106644766248960">September 24, 2015</a> </blockquote> <blockquote class="twitter-tweet" lang="en"> <p lang="en" dir="ltr">We invite you 2 be part of the solution. Join our exclusive online community <a href="https://twitter.com/hashtag/GartnerResearchCircle?src=hash">#GartnerResearchCircle</a> <a href="https://t.co/kWS9FYRxjA">https://t.co/kWS9FYRxjA</a></p> — Gartner (@Gartner_inc) <a href="https://twitter.com/Gartner_inc/status/661377265637421056">November 3, 2015</a> </blockquote> <p>--- </p> <p>So, there you go, that's it. Completely obvious or a valuable exercise? I suppose it depends on how well you already know your brand.</p> <p><em>If you're interested in training, see our <a href="https://econsultancy.com/training/courses/online-copywriting/">course in Online Copywriting</a>.</em></p>