tag:www.econsultancy.com,2008:/topics/twitter Latest Twitter content from Econsultancy 2016-10-27T07:13:37+01:00 tag:www.econsultancy.com,2008:BlogPost/68447 2016-10-27T07:13:37+01:00 2016-10-27T07:13:37+01:00 12 examples of early Christmas marketing from online retailers Nikki Gilliland <p>Here’s a look at how 12 online retailers are currently promoting Christmas on-site, via email and social.</p> <h3>Boots</h3> <p>Boots is well-known for its Christmas '3 for 2' offer - who <em>hasn't</em> bought their nan/mate/niece a fail-safe boxset of smellies?</p> <p>The health and beauty retailer has been teasing out its 'Gift of Beauty' tagline early this year, promoting it on its homepage and in conjunction with offers on Facebook.</p> <p><img src="https://assets.econsultancy.com/images/0008/0686/Boots_Christmas.JPG" alt="" width="760" height="638"></p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FBootsUK%2Fvideos%2F10154613175348832%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <h3>Soap &amp; Glory</h3> <p>Another retailer that traditionally takes things up a notch at Christmas, Soap &amp; Glory is already promoting its 'Glitzmas' campaign.</p> <p>Boots benefits too, with the inclusion of a link back to the site's aforementioned '3 for 2' offer.</p> <p><img src="https://assets.econsultancy.com/images/0008/0696/Soap_and_Glory.JPG" alt="" width="760" height="737"></p> <h3>ASOS</h3> <p>While ASOS prefers to keep it current with a greater focus on Halloween and Autumn, it does point users towards Christmas with this subtle on-site promotion.</p> <p><em>(For more on this brand, see: <a href="https://econsultancy.com/blog/67823-what-makes-asos-s-online-customer-experience-so-enjoyable/">What makes ASOS's online customer experience so enjoyable?</a>)</em></p> <p><img src="https://assets.econsultancy.com/images/0008/0688/Asos_Christmas.JPG" alt="" width="760" height="435"></p> <h3>Ikea</h3> <p>Likewise, Ikea includes a small promotion for its Christmas shop alongside half term and Autumnal features.</p> <p><em>(For more on this brand, see: <a href="https://econsultancy.com/blog/67694-10-examples-of-great-ikea-marketing-creative/">10 examples of great IKEA marketing creative.</a>)</em></p> <p><img src="https://assets.econsultancy.com/images/0008/0690/Ikea_Christmas.JPG" alt="" width="780" height="486"></p> <p>Having said that, it has already included 'Christmas' as the top category in its drop-down navigation menu.</p> <p><img src="https://assets.econsultancy.com/images/0008/0691/Ikea_Christmas_2.JPG" alt="" width="750" height="407"></p> <h3>Debenhams</h3> <p>Debenhams is one of the only retailers I've seen sending out a dedicated Christmas email in October.</p> <p><img src="https://assets.econsultancy.com/images/0008/0692/Debenhams_Email.JPG" alt="" width="367" height="102"></p> <p>Highlighting the fact that its Christmas shop is now well and truly open, it is an early sign that seasonal promotion will be big again this year.</p> <p><img src="https://assets.econsultancy.com/images/0008/0693/Debenhams_Christmas_email.JPG" alt="" width="500" height="754"></p> <h3>House of Fraser</h3> <p>Unlike Debenhams, House of Fraser has been taking more of a restrained approach, including small promotions at the bottom of its recent emails.</p> <p><img src="https://assets.econsultancy.com/images/0008/0708/HoF_email.JPG" alt="" width="750" height="681"></p> <p><img src="https://assets.econsultancy.com/images/0008/0709/HoF_email_2.JPG" alt="" width="700" height="527"></p> <h3>Jo Malone</h3> <p>Unlike more subtle examples, Jo Malone is one retailer that is already going all out for Christmas.</p> <p>It is already using a site-wide banner to promote its seasonal range. </p> <p><img src="https://assets.econsultancy.com/images/0008/0694/Jo_Malone_Christmas.JPG" alt="" width="760" height="390"></p> <p>Further to this, it is also ramping up efforts with events, nicely promoted on Facebook to encourage customers to get into the spirit.</p> <p><img src="https://assets.econsultancy.com/images/0008/0695/Jo_Malone_Christmas_Event.JPG" alt="" width="760" height="816"></p> <h3>The White Company</h3> <p>Another retailer that has already decked out its halls with Christmas deccies is The White Company.</p> <p><img src="https://assets.econsultancy.com/images/0008/0713/White_Company_Christmas.JPG" alt="" width="760" height="700"></p> <p>As well as its entire homepage being Christmas-themed, it has also published a seasonal edit on its blog to kick off consumer interest.</p> <p><img src="https://assets.econsultancy.com/images/0008/0714/White_Company_Christmas_Blog.JPG" alt="" width="760" height="693"></p> <h3>Lush</h3> <p>Its stores are currently filled with sparkly pumpkins and goth fairies, but Lush has been hinting that the famous Santasaurus is on his way.</p> <p>With teaser posts on Snapchat and Instagram, <a href="https://econsultancy.com/blog/68308-four-things-to-appreciate-about-lush-s-new-app/" target="_blank">it has been using mobile</a> and social media to engage with loyal fans.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">If you go down to Lush today you'll be in for a <a href="https://twitter.com/Snapchat">@Snapchat</a> surprise. <a href="https://twitter.com/hashtag/Lush?src=hash">#Lush</a> <a href="https://twitter.com/hashtag/lushchristmas2016?src=hash">#lushchristmas2016</a> <a href="https://t.co/7O83tD6DmW">pic.twitter.com/7O83tD6DmW</a></p> — LUSH Cosmetics UK (@LushLtd) <a href="https://twitter.com/LushLtd/status/782212868871684097">October 1, 2016</a> </blockquote> <p><img src="https://assets.econsultancy.com/images/0008/0710/Lush_Christmas_Instagram.JPG" alt="" width="760" height="563"></p> <h3>Urban Outfitters</h3> <p>Urban Outfitters has also been using Instagram to promote its popular gift guide, giving users an extra nudge by including the number of days until the big day.</p> <p><img src="https://assets.econsultancy.com/images/0008/0711/Urban_Outfitters_Christmas.JPG" alt="" width="760" height="502"></p> <p><img src="https://assets.econsultancy.com/images/0008/0712/Urban_Outfitters_Gifts.JPG" alt="" width="760" height="603"></p> <h3>John Lewis</h3> <p>Forget the Coca Cola advert - it's arguably not Christmas until you've seen <a href="https://econsultancy.com/blog/67161-is-john-lewis-playing-with-fire-with-its-annual-christmas-advert/">the John Lewis ad</a>.</p> <p>While we're still waiting for it, the department store is currently ramping up the excitement with the launch of its online Christmas shop.</p> <p><img src="https://assets.econsultancy.com/images/0008/0715/John_Lewis_Christmas.JPG" alt="" width="760" height="746"></p> <p>There's a tonne of related content here, including extensive gift guides and planning tools.</p> <p>The below countdown planner helps consumers prepare for the festive season with weekly jobs and to-do lists.</p> <p><img src="https://assets.econsultancy.com/images/0008/0716/John_Lewis_Countdown.JPG" alt="" width="760" height="544"></p> <h3>GHD</h3> <p>Lastly, it looks like GHD is bringing back its successful #sendahint campaign, including the same feature in its dedicated 2016 Christmas category page.</p> <p><img src="https://assets.econsultancy.com/images/0008/0717/GHD.JPG" alt="" width="850" height="554"></p> <p>Allowing users to send an email hinting at the GHD product they'd most like to receive, it's a great example of how to build excitement and increase customer engagement as we head into the festive season.</p> <p>It's also good for data capture...</p> <p><img src="https://assets.econsultancy.com/images/0008/0718/GHD_Send_a_Hint_email.JPG" alt="" width="400" height="771"></p> tag:www.econsultancy.com,2008:Report/4273 2016-10-17T03:00:00+01:00 2016-10-17T03:00:00+01:00 Social Media Strategy Asia Pacific Best Practice Guide <p>One of the most popular areas of digital is social media. The vast majority of internet users have at least one social media account and the main social platforms boast hundreds of millions of daily users.</p> <p>Over the last few years, though, social media has also started to have a strong influence on organisations. Social media has changed how people work, how they communicate and the relationship that they have with their customers.</p> <p>Adding to this, social media is evolving at a blistering pace. New considerations for social media strategists include: paid ad formats, new visual and video formats, buy buttons, private messaging, social servicing, the quantified self and the Internet of Things.</p> <p>Because social media touches so many areas of an organisation, however, getting it 'right' in spite of all these changes has never been more important.</p> <p>This report follows on from Econsultancy's <strong>Social Media Strategy Best Practice Guide</strong>, published in June 2016, and has been updated with information for marketers who are either based in Asia Pacific (APAC) or responsible for marketing in the region. </p> <p>APAC consists of a wide variety of countries, including such diverse markets as Japan, China, India, Australia and other Southeast Asian countries. The reason for a special report on the region is that, taken as a whole, APAC accounts for more than half of all social media users worldwide and has many of the world's fastest growing economies. Its size and potential for growth has made APAC a very attractive target for brands over the past decade.</p> <h2>This report will enable you to:</h2> <ul> <li>Establish a framework for social media strategy</li> <li>Rethink how brands are managed</li> <li>Review company structure</li> <li>Carefully plan social media strategy</li> <li>Execute within regional constraints</li> <li>Provide measurement</li> </ul> tag:www.econsultancy.com,2008:BlogPost/68378 2016-10-05T16:24:01+01:00 2016-10-05T16:24:01+01:00 YouTuber Fleur De Force on brand partnerships, ROI & disclosure David Moth <p>At the <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">Festival of Marketing</a> this morning YouTube superstar Fleur De Force gave her views on how brands should approach influencers, how to measure campaigns, and the thorny issue of disclosure.</p> <p>Here’s a snapshot of what she had to say:</p> <h3>What sort of brands appeal to influencers?</h3> <p>It’s all down to the influencer, but it’s normally quite a natural fit, so if someone approaches me then I’ll know immediately if I want to work with them.</p> <p>Normally I’ll be a brand that I’m already talking about.</p> <p><iframe src="https://www.youtube.com/embed/IvuNnD3p4CQ?wmode=transparent" width="640" height="360"></iframe></p> <p>The most important thing is keeping the audience happy. </p> <p>With sponsored content in particular, you have to prioritise the relationship with the audience rather than a one-off deal.</p> <p>It has to be a natural fit, and you need to know your audience will react well to it.</p> <p>I always insist on trying the product first so I know it’s quality.</p> <h3>Does brand heritage matter?</h3> <p>A majority of my content is around beauty, so a lot of it comes down to quality of the product.</p> <p>There are obviously huge brands that I love and it’s really exciting to get approached by them, like Estee Lauder.</p> <p>But when it comes to new brands you have to just do your research about the company and test the products to see if you like them.</p> <h3>What generates the most ROI for brands?</h3> <p>It really depends on the brand’s objectives and whether they’re after sales or awareness or whatever.</p> <p>For me, if a brand is looking to increase sales then showing a product in action in a natural setting is really powerful.</p> <p>Video is so powerful as you can show what a product really looks like, rather than on a model on a catwalk.</p> <p><iframe src="https://www.youtube.com/embed/biW6C3PFWS4?wmode=transparent" width="640" height="360"></iframe></p> <h3>What metrics do you tend to look at for sponsored content?</h3> <p>The view count is obviously important, but I look at how people react, particularly the comments.</p> <p>Obviously if view count is half my normal level then it’s an issue, but I look at reaction ahead of views.</p> <h3>Do brands use the same metrics for success as you?</h3> <p>Brands often have view count stuck in their mind, which does make sense. </p> <p>But it’s more about reaching the right kind of people, not just sheer numbers.</p> <p>Some brands want sales, or comments or something else, but it’s worth communicating that to the influencer beforehand as they might have a better idea of what videos achieve each goal.</p> <h3>How often do you push for full creative control?</h3> <p>Always! It’s always a conversation and a relationship between me and the brand.</p> <p>The best projects I’ve worked on are where brands say 'this is our product, this is our plan, do you have any ideas around it.'</p> <p>Brands should always have a conversation with an influencer, even before they’ve written the brief.</p> <p>Just put the feelers out and let them know what you’re thinking, ask them for input earlier on. You’ll probably get a better campaign out of it.</p> <h3>Can <a href="https://econsultancy.com/blog/68280-what-are-the-benefits-of-working-with-mid-level-influencers/">mid-range influencers</a> exert the same level of control?</h3> <p>Less so. They often get put into a blanket campaign, and it’s ‘here are the deliverables, this is the hashtag, this is what you have to say.’</p> <p>But it’s always good to tailor it to the individual influencers and listen to their feedback. They know what is good for their audience.</p> <p><iframe src="https://www.youtube.com/embed/kXSw2XHezso?wmode=transparent" width="640" height="360"></iframe></p> <p>It’s so awkward when lots of YouTubers post the same thing at the same time.</p> <p>I always ask who else is on a campaign, when are they posting, is it all the same content?</p> <h3>Econsultancy’s research found that 33% of influencers don't always give full disclosure. How do you feel about it?</h3> <p>I have very strong views on this. The most important thing is the relationship with the audience. </p> <p>If something is sponsored and you haven’t disclosed it, they know. The way you talk about the product is slightly different, and they know straight away.</p> <p>They’ll lose that trust in you, and they can unsubscribe straight away.</p> <p>I want to collaborate with brands I love, so there’s no problem disclosing it.</p> <p>And you get comments from people saying: ‘It’s great that you’re working with this brand that you love.’</p> <p>Instagram is worse for people failing to disclose sponsorship. They’ve clamped down on YouTube but Instagram less so.</p> <p>If you're in digital for the long game, you’re stupid not to disclose sponsorship.</p> <h3>How have deals with brands evolved over the years?</h3> <p>Things tend to be longer term, like year-long deals.</p> <p>Deals now are part of a much bigger package, across numerous different channels.</p> <p>With long-term deals it’s very important to speak to influencer. Each influencer has a different uploading schedule.</p> <p>I’m working on a project where they wanted one blog post a week, but I only publish a couple of articles a week anyway so that would be way too much sponsored content on that channel and it wouldn’t work.</p> <p>So rather than just blanket requirements, you need to speak to the influencers and tailor things accordingly. Have it planned out from the start.</p> <h3>What about payments trends?</h3> <p>Obviously as my audience has grown my remuneration rate has changed and gone up.</p> <p>But it depends on the platform, some people might be really strong on one platform and less so on another.</p> <p>My rate on YouTube would be very different to Instagram, for example.</p> <p>And things have changed in regards to the platforms brands are interested in. </p> <p>Instagram and YouTube are definitely the most popular ones, while my blog is now seen as supporting that activity.</p> <h3>Finally, what’s your opinion of Facebook Live?</h3> <p>I haven’t really used it! It’s obviously a step up from Google Hangouts though.</p> <p>I am considering using it for a few future projects where it might work well, such as with Q&amp;As.</p> <p>The emergence of new platforms is difficult, because in your personal life you don’t know which ones to use, but for me it’s my full time job.</p> <p>Like when Instagram Stories came out you then wonder what it means for Snapchat.</p> <p>And you don’t want to be duplicating content across all these different channels, so you have to work out which ones are best for your audience.</p> <p>There are already so many platforms and only so much time in the day!</p> <p><em>For more on influencers, see:</em></p> <ul> <li><a href="https://econsultancy.com/blog/67756-influencer-marketing-it-s-all-about-the-audience/"><em>Influencer Marketing: It’s all about the audience</em></a></li> <li><a href="https://econsultancy.com/blog/66560-what-are-influencers-and-how-do-you-find-them/"><em>What are influencers and how do you find them?</em></a></li> <li><a href="https://econsultancy.com/blog/67443-eight-influencer-marketing-stats-for-fashion-beauty-brands/"><em>Eight influencer marketing stats for fashion &amp; beauty brands</em></a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68353 2016-09-29T12:45:00+01:00 2016-09-29T12:45:00+01:00 Twitter's Moment feature is now open to all: Here's how to use it David Moth <p>Equally, I’ve not noticed many people sharing Moments within my feed.</p> <p>However, Twitter is persisting with this new feature and therefore so shall I.</p> <p>Here’s a quick overview of how to use Moments along with my initial thoughts.</p> <h3>Getting started</h3> <p>If you click into the Moments tab on a desktop client, you’ll notice a ‘Create new Moment’ button in the top right of the screen.</p> <p>Not everyone currently has access to the feature, but it’s only a matter of time.</p> <p><img src="https://assets.econsultancy.com/images/0007/9707/create_moment.png" alt="" width="512" height="162"></p> <p>On the next screen you need to give your Moment a headline, a description, set a cover image, and then begin selecting the tweets you want to include.</p> <p>The cover image can be pulled from one of the tweets you’ve chosen to appear in your Moment, so best to leave that part until the end.</p> <p>I decided to focus on a suitably important topic – the old bridge in my home town of Marlow was shut indefinitely this week after someone drove a 37 tonne lorry over it. </p> <p>The bridge is only designed to withstand three tonnes. </p> <p>It’s big news in a small corner of Buckinghamshire, let me assure you.</p> <p><img src="https://assets.econsultancy.com/images/0007/9708/customising_your_Moment.png" alt="" width="800" height="484"></p> <p>You can select tweets either by browsing user accounts, search by keywords or links, or by browsing tweets you’ve previously favourited.</p> <p>I just searched by ‘Marlow Bridge’ and began selecting tweets which helped explain the story.</p> <p>This included Marlow residents expressing their outrage, news outlets giving the latest updates, comments from local celebrities, and, somewhat surprisingly, the lorry owners expressing remorse for their actions.</p> <h3>Rearranging things</h3> <p>Once you’ve picked all the tweets you want to include, it’s a simple case of rearranging them to tell the story.</p> <p>Each tweet has a pair of arrows next to it that enables you to move it up or down the timeline.</p> <p>Very simple stuff.</p> <p><img src="https://assets.econsultancy.com/images/0007/9709/Tom_Kerridge_tweet.png" alt="" width="700" height="283"></p> <h3>Before publishing</h3> <p>In the top left of the screen there’s a button which simply says ‘More’.</p> <p><img src="https://assets.econsultancy.com/images/0007/9710/More_Moment_options.png" alt="" width="297" height="280"></p> <p>It offers some useful options, such as adding a location, sharing the Moment privately, or marking that it has sensitive material.</p> <p>You can also choose a mobile theme colour for your Moment.</p> <p><img src="https://assets.econsultancy.com/images/0007/9711/select_Moment_colour.png" alt="" width="396" height="153"></p> <h3>Set it free</h3> <p>The time has come to publish my Moment.</p> <p><img src="https://assets.econsultancy.com/images/0007/9712/Publish_Moment.png" alt="" width="600" height="221"></p> <p>And here it is for you all to enjoy.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">My first ever moment ⚡️ "Marlow Bridge is shut. OMG!"<a href="https://t.co/2sypl4hFWC">https://t.co/2sypl4hFWC</a></p> — David Moth (@DavidMoth) <a href="https://twitter.com/DavidMoth/status/781445135225741313">September 29, 2016</a> </blockquote> <p>That’s not the end of it though. </p> <p>You can continue to edit your Moment by adding or removing tweets as you see fit, ensuring it remains bang up-to-date with new developments.</p> <h3>In conclusion...</h3> <p>The process of curating and publishing my Moment was both enjoyable and extremely easy. Twitter certainly deserves praise for the simple UI.</p> <p>I’m also quite positive about the potential use cases, as I can see some value in viewing Moments created by certain influencers.</p> <p>For example, journalists could use the feature to help tell a breaking news story, or an NGO could use it to highlight a particular cause or issue.</p> <p>Equally, a clothing brand could use it to highlight their favourite tweets following a fashion show.</p> <p>And I’ll certainly be trying it out from the Econsultancy account at our <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">upcoming events and conferences</a>.</p> <p>But just because there are potential use cases, it doesn’t inevitably follow that people will want to read and share these Moments.</p> <p>It’s another case of just waiting to see whether users show any interest.</p> <p><strong><em>For more on this topic, check out these resources:</em></strong></p> <ul> <li><a href="https://econsultancy.com/reports/social-media-best-practice-guide/"><em>Social Media Best Practice Guide 2016</em></a></li> <li><a href="https://econsultancy.com/reports/social-media-statistics/"><em>Social Media Data &amp; Statistics</em></a></li> <li><a href="https://econsultancy.com/training/courses/topics/social/"><em>Social Media Training Courses</em></a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68224 2016-09-09T13:17:24+01:00 2016-09-09T13:17:24+01:00 How should brands plan their content distribution strategy? Nikki Gilliland <p>When it comes to creating <a href="https://econsultancy.com/training/courses/digital-content-strategy/">a successful content strategy</a>, clever distribution plays an increasingly important part.</p> <p>We recently sat down with Jack Swayne, Chief Strategy and Analytics Officer at iProspect, to get his thoughts on how brands should plan content distribution strategies. </p> <p>You can watch the video in full, or read my three key takeaways below.</p> <p><iframe src="https://www.youtube.com/embed/V8IfPHyyNFQ?list=PL1-kPkZBw50G5af50RWyZQktGWjOkGxLI&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3><strong>1. Determine how the target audience typically engages</strong></h3> <p>Not everyone accesses content in the same way.</p> <p>When it comes to social media for example, there are two distinct groups. </p> <p>First, there are <strong>the spectators</strong> - people who use social networks to passively view content but not contribute.</p> <p>Perhaps they use it to keep up with friend’s photos, but wouldn’t ever comment on a brand post.</p> <p>Then there are <strong>the commentators</strong> – those who actively engage by commenting and participating in discussions.</p> <p>These people are more likely to use multiple platforms, such as Twitter and Instagram, and have a heavier social media presence overall.</p> <h3><strong>2. Shape strategy according to audience behaviour</strong></h3> <p>By using data to find out who an audience segment is as well as how they behave online, brands can directly shape a more successful strategy. </p> <p>From the type of content used, whether it be video or a text-based article, to when and where the content is published – brands should always consider the target consumer first.</p> <p>This type of strategy is far more effective than blindly hoping content stays at the top of news feeds.</p> <h3><strong>3. Use the right KPIs</strong></h3> <p>Another way for brands to effectively plan content distribution is to ensure the right KPIs are being used to measure success.</p> <p>Take social for example, where Facebook shares and Likes are typically the scale on which success is measured.</p> <p>However, if a brand’s target audience happens to be those in the spectator category, it’s highly unlikely that they will engage with it in this way. </p> <p>As a result, this would be the wrong type of measurement to use.</p> <p>Of course, that’s not to say that Facebook shares are not valuable, but this would not be indicative of how a particular segment is engaging. </p> <p>Instead, measuring it against a different KPI, such as click-throughs to a brand website, could prove far more insightful.</p> <p><strong>You'll find more interviews like this one <a href="https://www.youtube.com/playlist?list=PL1-kPkZBw50G5af50RWyZQktGWjOkGxLI" target="_blank">here</a>.</strong></p> tag:www.econsultancy.com,2008:BlogPost/68275 2016-09-07T15:10:00+01:00 2016-09-07T15:10:00+01:00 Ted Baker unveils shoppable video & Google voice search stunt for AW16 campaign David Moth <p>UK customers can also view the shoppable video on Selfridges’ site, while Nordstrom is the US partner for the ‘Mission Impeccable' campaign.</p> <p>The film portrays T.E.D. as the leader of a spy agency that is out to thwart a ‘couture catastrophe’. </p> <p>Here's the video, without the shoppable element.</p> <p><iframe src="https://www.youtube.com/embed/8FrB663mBns?wmode=transparent" width="640" height="360"></iframe></p> <p>Ted Baker has also partnered with Google’s <a href="https://econsultancy.com/blog/67213-google-voice-search-update-in-pictures/">voice search</a> to bring a further interactive element to the retail experience.</p> <p>If users ask Google one of the slogans written on Ted Baker’s shop windows around the UK they will be entered into a prize draw and can access extra information about the film’s characters.</p> <p>So, in the grand tradition of Econsultancy blog posts, we must ask... is it any good?</p> <h3>The shoppable video</h3> <p>I’ve never been entirely sold on the idea of shoppable video, and unfortunately this campaign hasn’t won me over.</p> <p>In my opinion the creative idea in the video is quickly lost as the viewer gets distracted trying to identify things they can click on. It becomes a bit like a game of whack-a-mole.</p> <p><a href="http://www.tedbaker.com/uk/Mens/c/category_mens">The Mission Impeccable video</a> begins with instructions on how to add items to your ‘vault’.</p> <p><img src="https://assets.econsultancy.com/images/0007/8880/Ted_Baker_video.png" alt="" width="800" height="428"></p> <p>Initially I thought this meant I had to press the '+' button on my keyboard to add items to my basket, but in fact you just click the icon with your mouse.</p> <p>The total number of items you’ve clicked is totted up in the top right hand corner, and the products also appear lower down the screen below the video.</p> <p>It’s an interesting concept and the video is very slick, but I’m not convinced by the execution.</p> <p>Take this shot for example. It’s dimly lit, and there are too many options on screen. </p> <p><img src="https://assets.econsultancy.com/images/0007/8881/Ted_Baker_video_2.png" alt="" width="800" height="429"></p> <p>The viewer has to pause the video to get a decent look at the items, and it’s not entirely clear what I’m adding to my basket.</p> <p>Equally, by having to regularly pause the film to browse the items on screen, you lose track of the storyline.</p> <p>That said, Ted Baker previously tested shoppable video technology last Christmas and sales of the featured products increased by 30%.</p> <h3>Voice search</h3> <p>After spotting this tweet I skulked off into the office stairwell so nobody would hear me tell my Samsung that ‘The gatekeeper’s Paisley is loud and crude.’</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Head to Ted’s Regent St store and play with the interactive windows - there’s £1000 up for grabs <a href="https://twitter.com/hashtag/MissionImpeccable?src=hash">#MissionImpeccable</a> <a href="https://t.co/yDYpaGfY13">pic.twitter.com/yDYpaGfY13</a></p> — Ted Baker (@ted_baker) <a href="https://twitter.com/ted_baker/status/773468356351520768">September 7, 2016</a> </blockquote> <p>The secret website was then presented as a <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">paid search</a> result. In hindsight this delivery method is quite obvious, but I was pleasantly surprised and think it’s a good creative idea.</p> <p>I doubt there are many people bidding on that keyphrase either (see more <a href="https://econsultancy.com/blog/62270-six-examples-of-effective-ppc-and-seo-campaigns/">creative uses of PPC</a>)</p> <p><img src="https://assets.econsultancy.com/images/0007/8874/ted_baker_ppc.png" alt="" width="300">  <img src="https://assets.econsultancy.com/images/0007/8875/ted_baker_passcode.png" alt="" width="300"></p> <p>The landing page displays an animated Gif of my password being accepted, before giving me a code that can be shown in-store to claim a prize.</p> <p>My curiosity piqued, I wandered the short distance to Regents Street where the friendly staff were ready and waiting for customers to walk in demanding freebies.</p> <p>The process of claiming a prize will likely become a bit slicker once the staff have had some practice, but after the briefest of waits I was eventually given the choice of a shave at a Ted Baker salon or a branded backgammon set.</p> <p>I opted for the latter.</p> <p>Upon exiting the shop I noticed several people outside speaking the code words into their phones, so the campaign already seems to be attracting some interest.</p> <h3>In conclusion...</h3> <p>While I like the concept behind this multichannel campaign, I'm still not convinced by the shoppable video.</p> <p>Personally I like to take a bit of time when shopping rather than trying to quickly click on random products before they disappear off screen.</p> <p>That said, the previous shoppable video campaign yielded good results for Ted Baker and it provides some good PR value.</p> <p>The voice search element is also very clever and I really like the execution. It's quick, simple and will help to entice people in-store.</p> <p>Overall I like the Mission Impeccable creative, but I think shoppable video is a technology I'll never get on board with.</p> tag:www.econsultancy.com,2008:BlogPost/68251 2016-09-01T10:20:21+01:00 2016-09-01T10:20:21+01:00 Five reasons to use Twitter's new embeddable DM button Ben Davis <h3>1. Fewer contacts</h3> <p>Brands must be sure their settings allow anyone to message them on Twitter before embedding a Message button on their site.</p> <p>Once the button has been added, there's a clear advantage over a simple tweet, as users have 10,000 characters in which to detail their enquiry.</p> <p>Brands may feel that encouraging customers to send a DM instead of a tweet could be a better solution for tracking and answering more obscure problems (one query to read, instead of three tweets, for example).</p> <p>Many brands with large amounts of customer service to do often have <a href="https://econsultancy.com/blog/64255-why-do-online-retailers-need-live-chat/">their own live chat functionality</a> and will naturally push questions there, but for those that don't, DMs could be a neat solution.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Announcing our new Message button. Now people can easily slide into your DMs from your website. Get yours now! <a href="https://t.co/ash9ouvgzu">https://t.co/ash9ouvgzu</a></p> — TwitterDev (@TwitterDev) <a href="https://twitter.com/TwitterDev/status/768470500146286592">August 24, 2016</a> </blockquote> <h3>2. Privacy</h3> <p>Messages are private, tweets are not.</p> <p>Many tweet exchanges between customers and brands end up being moved to DM anyway, as the brand may ask for sensitive information.</p> <p>Encouraging customers to DM in the first place removes this slightly clunky interaction, and a cynic might say that is also reduces public negative sentiment on social (even if only slightly).</p> <h3>3. Not just for customer service</h3> <p>Often I write an article and invite readers to email in. Though simple HTML allows one click to launch email software, this often isn't configured correctly at the reader's end, and they inevitably have to cut and paste an email address into another window, add a subject etc.</p> <p>That can be surprisingly difficult when busy and multitasking. Adding a Twitter DM button gives a quick way to solicit responses from readers.</p> <p>For example, soliciting feedback on an idea, asking for suggestions, crowdsourcing wisdom or even receiving competition entries.</p> <p><img src="https://assets.econsultancy.com/images/0007/8678/Screen_Shot_2016-08-31_at_14.33.16.png" alt="message button" width="250"></p> <h3>4. No bounces</h3> <p>There are obvious reasons why email is still considered the predominate form of digital communication with brands.</p> <p>Email is required to make a purchase and is the very much the basis of CRM i.e. the customer identifier.</p> <p>However, what email can be a bit rubbish at is actually getting your message to the customer - it may hit a spam folder, or lie in the social tab of Gmail, unnoticed.</p> <p>As social CRM and messaging is still in relative infancy for brands, a Twitter DM from a brand will arguably stand out more and always hit the target.</p> <h3>5. Twitter/Tweetdeck is better than your email workflow?</h3> <p>Some people, I include myself, simply prefer the workflow of their social software to that of email.</p> <p>There are fewer conventions and social platforms are generally speedier than email - partly down to mobile notifications and UX at the customer end.</p> <p>It may be the case that employees at smaller companies want to simplify their workflow by directing enquiries to social messaging.</p> <h3>Conclusion...</h3> <p>This is just a simple button, but I thought it worth using the development to think about the nature of social customer service.</p> <p><a href="https://econsultancy.com/blog/67553-what-will-facebook-messenger-ads-mean-for-marketers/">Facebook is rapidly developing its Messenger capability</a> to allow brands in, and has included a message button now at the top of business pages.</p> <p>Twitter therefore needs to fight back in any way it can, particularly given its use as a customer service platform by many companies (utilities, for example).</p> <p>Brands should allow customers to contact them in numerous ways, and a Twitter DM holds advantages for both parties.</p> tag:www.econsultancy.com,2008:BlogPost/68046 2016-08-18T14:15:04+01:00 2016-08-18T14:15:04+01:00 Five pioneering examples of how brands are using chatbots Patricio Robles <h3>Sephora</h3> <p>Earlier this year, beauty brand Sephora launched a chatbot on Kik, a popular messaging app.</p> <p>The chatbot prompts Kik users who message it to provide more information about themselves through a quiz, and then offers personalised beauty tips, product recommendations and reviews.</p> <p>In addition, Kik users can purchase products that are referenced in chat without leaving the Kik app.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7478/kiksephora-blog-flyer.png" alt="" width="298" height="529"></p> <p>While Sephora's Kik chatbot obviously can't provide the same kind of experience the company's customers receive in-store, it saw Kik as a natural fit for reaching a key part of its customer base.</p> <p>"Through our partnership with Kik, we saw an opportunity to engage with new and existing clients, particularly with the highly mobile/connected audience of Gen-Z and younger millennials, through a fun, new social platform," the company stated.</p> <h3>Uber</h3> <p>Need a ride? Well if you're among the 1bn people who use Facebook Messenger, then you can hail an Uber using a chatbot within the messaging app.</p> <p>Rides can be requested by starting a conversation with the Uber chatbot, which will also provide status updates.</p> <p>In addition, Uber's integration allows users to request rides from within their Facebook Messenger conversations with other users by clicking on an address.</p> <p><iframe src="https://www.youtube.com/embed/Dj4f1d-EZy4?wmode=transparent" width="560" height="315"></iframe></p> <h3>HealthTap</h3> <p>Chatbot experiences often leave a lot to be desired, and while this will almost certainly improve as AI technology advances, there is an opportunity for services that combine human and computer interaction.</p> <p><iframe src="https://player.vimeo.com/video/162458358" width="640" height="360"></iframe></p> <p>Case in point: Digital health upstart HealthTap allows Facebook Messenger users to connect with more than 100,000 real doctors.</p> <p>But understanding that many of the questions those users might ask have been asked and answered before, the company has added chatbot functionality to its Messenger integration.</p> <p>When users ask a question, HealthTap's bot searches for similar questions and can provide past answers that might be useful before it offers to send the user's question to its network of doctors.</p> <h3>Bank of America</h3> <p>Bank of America is working with Facebook to build a Messenger chatbot that will "help clients stay connected to their finances whenever and wherever they choose."</p> <p>Initially, the chatbot will provide functionality such as real-time alerts, but it's not hard to imagine a future in which bank chatbots provide customers with access to account data and allow them to perform transactions.</p> <p>In fact, chatbot MyKai - a "banking bot" that is available through Facebook Messenger, Slack, WhatsApp and SMS - already offers that functionality.</p> <p>Developed by Kasisto, a startup spun out of SRI International, which developed the technology behind Siri, the MyKai technology is <a href="http://www.wired.com/2016/06/new-banking-ai-now-chatbots/">already being used by</a> banks like Singapore-based DBS.</p> <p>RBS, <a href="https://www.engadget.com/2016/03/04/rbs-luvo-ai-chat-bot/">which developed its own technology</a>, also plans to put chatbots to work.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7483/mykai-hereswhat2-1-blog-flyer.png" alt="" width="313" height="565"></p> <h3>Pizza Hut</h3> <p>Those with a late night craving no longer have to think twice about picking up the phone to order a hot pie.</p> <p>Pizza Hut, the global restaurant chain that has over 15,000 locations, <a href="http://www.cnet.com/uk/news/pizza-huts-chat-bot-can-take-your-order-on-facebook-and-twitter/">now accepts orders through Facebook Messenger and Twitter chatbots</a>. </p> <p>For Pizza Hut, building chatbots was all about making it as easy as possible for customers to order food.</p> <p>"We are committed to our servicing our customers in the most convenient way and meeting them in the channels they already prefer," Baron Concors, Pizza Hut's Chief Digital Officer, explained.</p> <p>Facebook Messenger users who interact with the company's chatbot will be able to connect their Messenger accounts to their Pizza Hut accounts so that the chatbot will have access to their order history.</p> <p>This enables Pizza Hut to personalise offers and make it easy for customers to quickly reorder their favorite menu items.</p> <p>Rival pizza chain Domino's has also launched its own chatbot. Read <a href="https://econsultancy.com/blog/68184-domino-s-introduces-dom-the-pizza-bot-for-facebook-messenger/">Nikki Gilliland's review to find out more</a>.</p> tag:www.econsultancy.com,2008:Report/4207 2016-07-27T21:00:00+01:00 2016-07-27T21:00:00+01:00 The Japan Digital Report <p><strong>The Japan Digital Report</strong> aims to provide background for marketers who are outside of Japan and currently marketing in Japan, thinking of launching a campaign there, or even just curious about the country and its digital landscape.</p> <p>Additionally, the report provides detailed information about marketing on LINE, the most culturally significant digital platform in Japan presently.</p> <p>Through the data, the charts and the commentary, the report will help marketers looking to make a case for investing more in the country and provide a foundation for further research.</p> <h2>Topics covered include:</h2> <ul> <li> <strong>Demographics.</strong> How does Japan compare to the rest of the world?</li> <li> <strong>Digital readiness.</strong> What is the current state of internet and mobile technology in the country?</li> <li> <strong>Digital landscape.</strong> What are the main web, social, search, video and ecommerce sites in the country, and how do they operate?</li> </ul> tag:www.econsultancy.com,2008:BlogPost/68098 2016-07-21T09:53:00+01:00 2016-07-21T09:53:00+01:00 Twitter announces application process for verified accounts: what marketers need to know Patricio Robles <p>Twitter announced a public verification application process that allows any brand or individual to request a verified account.</p> <p>According to Tina Bhatnagar, Twitter's vice president of User Services, "We hope opening up this application process results in more people finding great, high-quality accounts to follow, and for these creators and influencers to connect with a broader audience."</p> <p>Here's what marketers need to know about this development...</p> <h3>It's open to all</h3> <p>Twitter's new verification application process is available to all Twitter accounts that have a valid phone number and email address, and a bio, website, profile photo and header photo. In addition, accounts must be public and accounts for individuals must have a birthday specified.</p> <p>Applications for verification can be submitted through a form at <a href="http://verification.twitter.com">verification.twitter.com</a>.</p> <h3>Twitter looks for certain characteristics</h3> <p>While accounts meeting the above criteria are eligible for consideration, in deciding which requests to approve, Twitter looks for accounts that have certain characteristics.</p> <p>These include an account name that reflects the real name of an individual or company, as well as profile and header photos that are of the individual or associated with the company's branding. As such, marketers looking to submit an application for verification should ensure that the Twitter account in question meets these criteria.</p> <p>Brand accounts must be associated with a company email address, and Twitter may ask individuals to supply a government-issued ID.</p> <h3>There has to be a good reason for verification</h3> <p>Twitter won't verify accounts unless it believes there's a reason to.</p> <p>Specifically, Twitter requires verification applications to explain why verification is appropriate. "If the account represents a person, we want to understand their impact in their field. If it represents a corporation or company, let us know their mission," the company explains. </p> <p>To help support a rationale for verification, requests can and should include URLs to pages, such as news articles, that "help express the account holder’s newsworthiness or relevancy in their field."</p> <h3>Content marketing and engagement FTW</h3> <p>While not stated, it would seem that marketers behind active Twitter accounts that regularly publish unique, compelling content and engage with followers would be more likely to win Twitter's approval than accounts that aren't adding value to the Twitter community.</p> <p>While it probably wouldn't make sense for a brand to up its investment in Twitter just to win Verified Account status, those that are already investing in the platform probably have few reasons not to try to take advantage of the new application process. </p> <h3>There are no guarantees</h3> <p>Even when an account looks like a legitimate candidate for verification, Twitter isn't necessarily going to approve a verification request.</p> <p>Case in point: Hunter Walk, a former Google employee who now runs a venture capital firm, has tweeted more than 45,000 times since joining Twitter in 2006 and has more than 110,000 followers, but his application was denied.</p> <p>At the same time, a user with 7,500 tweets who joined Twitter in 2014 and has less than 9,000 followers received Verified Account status.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">wanted to see what would happen if i used new Twitter Verification process. Answer: NO <a href="https://t.co/h3T2kggzD1">pic.twitter.com/h3T2kggzD1</a></p> — Hunter Walk (@hunterwalk) <a href="https://twitter.com/hunterwalk/status/755836108953444352">20 de julio de 2016</a> </blockquote> <p>Applications that are denied can be re-submitted after 30 days, so marketers that aren't able to win Twitter's approval the first time around should be proactive in making adjustments and trying again.</p>