tag:www.econsultancy.com,2008:/topics/twitter Latest Twitter content from Econsultancy 2018-06-11T12:26:00+01:00 tag:www.econsultancy.com,2008:Report/4144 2018-06-11T12:26:00+01:00 2018-06-11T12:26:00+01:00 Social Media Strategy Best Practice Guide <p>Part of our <a title="Social Media Best Practice Guide" href="https://econsultancy.com/reports/social-media-best-practice-guide/">Social Media Best Practice Guide bundle</a>, this report aims to identify <strong>best practice approaches, techniques, measurement considerations, challenges and opportunities for creating your social media strategy.</strong></p> <p>It contains actionable, real-world insight with detailed explanations to help you start and improve your performance on social media platforms.</p> <p>Throughout the report, we bring you examples of how companies are using social media in different ways, as well as insights from companies interviewed specifically for this guide.</p> <p>For more details on the main features of social media platforms and the most pressing considerations for marketers looking to generate the most value from social media, read the complementary <a href="https://econsultancy.com/reports/social-media-platforms-overview">Social Media Platforms Overview</a> and the <a href="https://econsultancy.com/reports/paid-social-media-advertisinghttps://econsultancy.com/reports/paid-social-media-advertising">Paid Social Media Advertising</a> report.</p> <h2>Methodology</h2> <p>The methodology involved two main phases:</p> <ul> <li> <strong>Phase 1:</strong> Desk research to identify relevant issues, examples and models.</li> <li> <strong>Phase 2:</strong> A series of in-depth interviews with a range of senior digital and non-digital marketers, communications leads and social media strategists.</li> </ul> <h2>Lead author</h2> <p>The lead author for our social media best practice guides is <strong>Michelle Goodall</strong>, an experienced consultant. She has more than 17 years’ B2C and B2B experience client and agency-side, providing digital transformation and social media strategy advice and support.</p> <p>She has worked with a wide range of clients, including London2012, BBC, Direct Line Group, Multiple Sclerosis Society, Barclays Bank, Coca Cola, Unilever, US Embassy, and many others.</p> <p>Michelle is a trainer and consultant for Econsultancy and can generally be found curating things that smart people write / make / do and getting to grips with Peach and other peripheral / transformative / game-changing technologies for her clients.</p> <h2>Contributors</h2> <p>The author and Econsultancy wish to extend sincere thanks to the following respected professionals who have contributed to the report:</p> <ul> <li> <strong>Richard Bagnall</strong> – CEO, PRIME Research UK &amp; SVP PRIME Research Europe</li> <li> <strong>Alison Traboulsi</strong> - Social Media Editor, Direct Line Group</li> <li> <strong>Kerry Taylor</strong> – EVP, MTV International. Chief Marketing Officer, Viacom UK at Viacom </li> <li> <strong>Guy Stephens</strong> – Social Customer Care Consultant, IBM</li> <li> <strong>Stephen Waddington</strong> – Partner and Chief Engagement Officer, Ketchum</li> <li> <strong>Ros Lawler</strong> – Digital Director, Tate</li> <li> <strong>Mark Frankel</strong> – Social Media Editor, BBC News</li> <li> <strong>Helen Wood</strong> – Planning Director, H&amp;K Strategies</li> <li> <strong>Sophie Mindell </strong>– Content &amp; Publishing Strategist, H&amp;K Strategies</li> <li> <strong>Matt Owen</strong> – Founder, Atomise Marketing</li> <li> <strong>Alison Spray</strong> – Director of Data and Insights, H&amp;K Strategies (AMEC Board Member)</li> <li> <strong>Jeff Semones</strong> – Managing Partner, Head of Social Media, MediaCom</li> </ul> <p><strong>Stay tuned - Econsultuancy will host a Social Media webinar, further exploring the most important issues and takeaways in this report on 20th September 2018.  </strong></p> tag:www.econsultancy.com,2008:Report/4147 2018-06-11T12:00:00+01:00 2018-06-11T12:00:00+01:00 Social Media Bundle <p>According to research by GlobalWebindex, <strong>93% of internet users have at least one social media account</strong>. With social media touching so many areas of an organisation, the process of getting social media right has never been more important.</p> <p>This <strong>Social Media Best Practice Guide</strong> contains actionable, real-world insight with detailed explanations to help you start and improve your performance on social media platforms.</p> <p>In order to enable you to quickly access the information you need to start improving your marketing efforts, the guide is available as two individual reports:</p> <h3><strong>1. <a title="Social Media Strategy Best Practice Guide" href="https://econsultancy.com/reports/social-media-strategy-best-practice-guide/">Social Media Strategy Best Practice Guide</a></strong></h3> <p>The aim of this research is to identify <strong>best practice approaches, techniques, measurement considerations, challenges and opportunities for creating your social media strategy.</strong></p> <p>As social media platforms continue to evolve at a rapid rate we also cover some of the exciting developments taking place in social media.</p> <h3><strong>2. <a title="Social Media Platforms Overview" href="https://econsultancy.com/reports/social-media-platforms-overview/">Social Media Platforms Overview</a></strong></h3> <p><strong>We've updated our social media platforms overview guide in 2018</strong> to account for the rapid developments occurring in this space. This report's purpose is to provide <strong>a snapshot of the major social media platforms and the most pressing considerations for marketers looking to generate the most value from social media</strong>.</p> <p>It provides a summary of the main features of these platforms, and outlines some of the options available to marketers when developing a paid, owned and earned strategic approach to social media marketing and communications.</p> <p>From Snapchat Lenses and Geofilters and Facebook's latest innovations to Live Video, Augmented Reality and Chatbots, our 2018 edition will ensure that you're up to date with the latest platform trends.</p> <p>Throughout both reports, we bring you <strong>examples of how companies are using social media in different ways, as well as insights from companies interviewed</strong> specifically for these guides.</p> <h2>Methodology</h2> <p>The methodology involved two main phases:</p> <ul> <li> <strong>Phase 1:</strong> Desk research to identify relevant issues, examples and models.</li> <li> <strong>Phase 2:</strong> A series of in-depth interviews with a range of senior digital and non-digital marketers, communications leads and social media strategists. </li> </ul> <h2>Lead author</h2> <p>The lead author for our social media best practice guides is <strong>Michelle Goodall</strong>, an experienced consultant. She has more than 17 years’ B2C and B2B experience client and agency-side, providing digital transformation and social media strategy advice and support.</p> <p>She has worked with a wide range of clients, including London2012, BBC, Direct Line Group, Multiple Sclerosis Society, Barclays Bank, Coca Cola, Unilever, US Embassy, and many others.</p> <p>Michelle is a trainer and consultant for Econsultancy and can generally be found curating things that smart people write / make / do and getting to grips with Peach and other peripheral / transformative / game-changing technologies for her clients.</p> <p><strong>Stay tuned - Econsultuancy will host a Social Media webinar, further exploring the most important issues and takeaways in these reports on 20th September 2018.  </strong></p> tag:www.econsultancy.com,2008:BlogPost/70072 2018-06-08T14:44:24+01:00 2018-06-08T14:44:24+01:00 How brands can use social media polling Nikki Gilliland <p>So, what are the benefits for brands on social media? Here’s a look at how some are using polls, and the reasons why they can be an effective part of an overall social media strategy.</p> <h3>1. Feedback and insight</h3> <p>According to a survey by Wunderman, <a href="https://www.prnewswire.com/news-releases/wunderman-study-reveals-79-of-consumers-only-buy-from-brands-that-prove-they-care-about-earning-their-business-300386618.html" target="_blank">79% of consumers</a> say they want brands to actively demonstrate that they ‘understand and care’ about them before they make a purchase. </p> <p>Polls are a great way to demonstrate this, allowing brands to ask for direct feedback on products or general customer experience, and in turn, letting users know that their opinion is valued. </p> <p>People are perhaps more likely to respond on social media, too, especially in comparison to email surveys or requests that create more disruption to the user experience. Responding to a poll takes little thought or consideration, making it an easy and seamless way for brands to gain insight. </p> <p>This is particularly true for Instagram Stories (which added the option for polls last October) – whereby users are already actively engaged in content. </p> <p>Starbucks is one brand that has made use of this, creating polls to gain quick insight into customer preferences. In the story shown below, the poll simply asks users whether they would be more inclined to choose a pink or violet drink. There’s not much difference in the product to begin with, but with a quick poll, the brand is able to gain insight into these minute customer preferences. </p> <p><img src="https://assets.econsultancy.com/images/0009/5008/Starbucks.JPG" alt="starbucks instagram poll" width="400" height="690"></p> <h3>2. Driving decisions</h3> <p>As well as gaining insight into how products or marketing is faring with customers, polls can also be used to drive future decisions. Again, for example, Starbucks might choose to put its pink or violet drink on the menu (and disregard the other) based on poll results.</p> <p>In a similar way, polls can also be used to help brands make more immediate decisions, with users aware that they have the power to create a specific outcome.</p> <p>eBay has used this tactic in the past, using polls to determine what special offers to roll out. As well as increasing engagement, this is a particularly good way to create positive sentiment towards the brand, with users feeling satisfied if they end up getting the offer they want.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/hashtag/eBayChoice?src=hash&amp;ref_src=twsrc%5Etfw">#eBayChoice</a>: Do you want to unlock an awesome deal on an Apple Watch or Fitbit Charge HR?</p> — eBay (@eBay) <a href="https://twitter.com/eBay/status/764812956982992897?ref_src=twsrc%5Etfw">August 14, 2016</a> </blockquote> <p>Meanwhile, Benefit Cosmetics uses a cross-channel approach to determine social content, using an Instagram poll to determine what to include in its next Facebook video. This gives users greater control, as well as promotes the video and prompts them to check it out.</p> <p><img src="https://assets.econsultancy.com/images/0009/5007/Benefit_Cosmetics.JPG" alt="benefit instagram poll" width="400" height="679"></p> <h3>3. Entertainment and fun</h3> <p>While polls can generate purposeful insight, they can also be viewed as just another form of social content, with the sole aim of entertaining or informing an audience.</p> <p>Due to their interactive nature, brands can also use gamification elements, using the question-based format to create a quiz rather than a simple survey.</p> <p>HelloFresh uses polls in this way, asking users food and cooking-related questions before allowing them to swipe up to find out the answers. This is a particularly clever use of the format, as not only does it provide a bit of fun for followers, but it also ensures they stay invested enough to watch the whole story to the end.</p> <p><img src="https://assets.econsultancy.com/images/0009/5009/Hello_Fresh.JPG" alt="hello fresh instagram poll" width="400" height="687"></p> <p>GIFs are another tool that can effectively grab the user's attention. Last year, Facebook added the option to add in GIFs into polls, creating yet another hook to engage users. One of the first brands to test the feature was 20th Century Fox, using it on its page for new movie, Kingsman: The Golden Circle. </p> <p>As well as generating conversation about the movie, the use of GIFs helped it to stand out in user’s news feeds. </p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2FKingsmanUK%2Fposts%2F866425713509552&amp;width=500" width="500" height="476"></iframe></p> <h3>4. Engaging during real-time events</h3> <p>Polls have a real-time element attached to them, meaning they’re a great way for brands to enhance existing experiences. For example, when It comes to sporting matches, polls can be used to generate excitement and anticipation around the event.</p> <p>Football clubs including Man City have previously integrated polls into Facebook content, prompting users to interact close to big games.</p> <p>Similarly, polls can also be used to engage people who can’t attend events in person. Bayern Munich is another football club to do this - this time on Instagram Stories - to get fans involved on match day. The club asks users to vote using emojis to indicate their response at behind-the-scenes action. What’s more, it also lets fans vote to determine the direction of content, further immersing them into the experience (from afar). </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Props to my colleagues in Munich for this awesome Instagram Stories idea! Letting fans direct it via voting. Great execution! <a href="https://twitter.com/hashtag/sportsbiz?src=hash&amp;ref_src=twsrc%5Etfw">#sportsbiz</a> <a href="https://t.co/jAkwSVAwaF">pic.twitter.com/jAkwSVAwaF</a></p> — Cristian Nyari (@Cnyari) <a href="https://twitter.com/Cnyari/status/924654155230318593?ref_src=twsrc%5Etfw">October 29, 2017</a> </blockquote> <h3>5. Strengthening connections (to influencers)</h3> <p>Finally, while the arrival of Instagram polls spells good news for brands, it's arguably even better for influencers. This is because influencers rely on engagement as a tangible measure of success (and indeed revenue), with polls providing another and arguably better way for followers to interact. </p> <p>Polls are likely to generate higher engagement as they provide the opportunity for a two-way interaction between fans and influencers, with the latter asking direct questions to make people feel more involved. This is different to fans merely liking or leaving a comment on a photo, which feels far more passive and impersonal.  </p> <p>At the same time, the integration of polls will benefit influencers, as it means they can gauge general opinion without having to deal with individual responses via DMs or comments. This might be opinion on what kind of content their audience wants to see, or feedback on previous work. In turn, brands are also likely to take note of these results, potentially helping when it comes to forging partnerships and creating campaigns.</p> <p><img src="https://assets.econsultancy.com/images/0009/5006/Victoria_Van_Ness.JPG" alt="influencer poll" width="400" height="738"></p> <p><strong>Related articles:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69505-eight-effective-examples-of-quizzes-in-content-marketing" target="_blank">Eight effective examples of quizzes in content marketing</a></li> <li><a href="https://econsultancy.com/blog/69094-five-examples-of-brands-using-interactive-video" target="_blank">Five examples of brands using interactive video</a></li> </ul> <p><a style="color: #2976b2; text-decoration: none;" href="https://econsultancy.com/training/courses/social-media-and-online-pr" target="_self"><img src="https://assets.econsultancy.com/images/0009/4984/Social_Media___Online_PR_training.png" alt="social media and online pr training" width="600" height="209"></a></p> tag:www.econsultancy.com,2008:Report/4148 2018-06-01T12:45:00+01:00 2018-06-01T12:45:00+01:00 Social Media Platforms Overview <p>Part of our <a title="Social Media Best Practice Guide" href="https://econsultancy.com/reports/social-media-best-practice-guide/">Social Media Best Practice Guide bundle</a>,<strong> we've updated and refreshed this report for 2018</strong> to reflect on the latest trends and to provide <strong>a snapshot of the major social media platforms and the most pressing considerations for marketers looking to generate the most value from social media</strong>, as well as what to consider when making the business case for social media platforms.</p> <p>The report provides a summary of the main features of social media platforms, and outlines some of the options available to marketers when developing a paid, owned and earned strategic approach to social media marketing and communications.</p> <p>Throughout the report, we bring you <strong>examples of how companies are using social media in different ways, as well as insights from companies interviewed</strong> specifically for this guide.</p> <p>For more details on <strong>best practice approaches, techniques, challenges and opportunities for creating your social media strategy</strong>, read the complementary <strong><a title="Social Media Strategy Best Practice Guide" href="https://econsultancy.com/reports/social-media-strategy-best-practice-guide/">Social Media Strategy Best Practice Guide</a></strong>.</p> <h2>Methodology</h2> <p>The methodology involved two main phases:</p> <ul> <li> <strong>Phase 1:</strong> Desk research to identify relevant issues, examples and models.</li> <li> <strong>Phase 2:</strong> A series of in-depth interviews with a range of senior digital and non-digital marketers, communications leads and social media strategists. </li> </ul> <h2>Lead author</h2> <p>The lead author for our social media best practice guides is <strong>Michelle Goodall</strong>, an experienced consultant. She has more than 17 years’ B2C and B2B experience client and agency-side, providing digital transformation and social media strategy advice and support.</p> <p>She has worked with a wide range of clients, including London2012, BBC, Direct Line Group, Multiple Sclerosis Society, Barclays Bank, Coca Cola, Unilever, US Embassy, and many others.</p> <p>Michelle is a trainer and consultant for Econsultancy and can generally be found curating things that smart people write / make / do and getting to grips with Peach and other peripheral / transformative / game-changing technologies for her clients.</p> <h2>Contributors</h2> <p>The author and Econsultancy wish to extend sincere thanks to the following respected professionals who have contributed to the report:</p> <ul> <li> <strong>Kerry Taylor</strong> – EVP, MTV International &amp; Chief Marketing Officer, Viacom UK at Viacom</li> <li> <strong>Mark Frankel</strong> – Social Media Editor, BBC News</li> <li> <strong>Will McInnes</strong> - Chief Marketing Officer, Brandwatch</li> <li> <strong>Stephen Waddington</strong> – Chief Engagement Officer, Ketchum</li> <li> <strong>Georgina Forster</strong> – Managing Director, Mirum, San Diego</li> <li> <strong>Helen Wood</strong> – Planning Director, H&amp;K Strategies</li> <li> <strong>Sophie Mindell and Micaela Maciel</strong> – Content &amp; Publishing Strategists, H&amp;K Strategies</li> <li> <strong>Alison Traboulsi</strong> – Social Media Editor, Direct Line Group</li> <li> <strong>Matt Owen</strong> – Founder, Atomise Marketing</li> <li> <strong>Rafi Nizam</strong>, VP Creative, NBC Universal International</li> <li> <strong>Jeff Semones</strong>, Managing Partner, Head of Social Media, MediaCom</li> </ul> <p><strong>Stay tuned - Econsultuancy will host a Social Media webinar, further exploring the most important issues and takeaways in this report on 20th September 2018.  </strong></p> tag:www.econsultancy.com,2008:BlogPost/70038 2018-05-18T13:52:02+01:00 2018-05-18T13:52:02+01:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <h3>Tweets of more than 140 characters generate greater attention</h3> <p style="font-weight: 400;">According to <a href="https://www.theeword.co.uk/blog/short-and-sweet-or-bigger-and-better-a-study-into-tweet-length" target="_blank">new research</a> by theEword, longer tweets could lead to greater attention from users.</p> <p style="font-weight: 400;">In contrast to the belief that brevity is the key to engagement, the study – which used eye-tracking technology to gauge attention – found that mobile users of Twitter linger for an extra 0.5 seconds if a tweet contains over 140 characters. Similarly, people can spend up to 0.7 seconds longer on tweets if it also contains an image.</p> <p style="font-weight: 400;">Despite this news, the report states that there are still far fewer long-form tweets published on Twitter overall, with the majority of users under the (wrong?) impression that shorter is better.</p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/4569/tweet_stats.png" alt="longer tweets get greater user attention" width="780" height="390"></p> <p style="font-weight: 400;"><strong>More on tweet length:</strong></p> <ul style="font-weight: 400;"> <li><a href="https://econsultancy.com/blog/69575-how-marketers-can-benefit-from-twitter-s-new-280-character-format" target="_blank">How marketers can benefit from Twitter’s new 280 character format</a></li> <li><a href="https://econsultancy.com/blog/69451-twitter-is-testing-longer-tweets-the-pros-and-cons" target="_blank">Twitter is testing longer tweets: The pros and cons</a></li> </ul> <h3>Digital advertising predicted to account for 35% of total luxury adspend by 2019</h3> <p>Zenith’s latest report <a href="https://www.zenithmedia.com/hospitality-leads-digital-transformation-of-luxury-category/" target="_blank">predicts</a> that digital advertising will account for 35% of total luxury adspend by 2019. </p> <p>This is largely driven by hospitality brands, as 50% of luxury hospitality advertising will be digital this year - up from 47% in 2017.</p> <p>Elsewhere, Zenith predicts that luxury automobile brands will spend 39% of their ad budgets on digital advertising in 2018, watch &amp; jewellery brands will spend 28%, while fashion &amp; accessory brands will spend just 13%.</p> <p>Lastly, with digital advertising now responsible for almost all the growth in luxury adspend, Zenith has forecast luxury advertising in digital media to grow by $886 million between 2017 and 2019.</p> <p><strong>More on luxury brands:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69853-four-examples-of-hard-luxury-brands-embracing-ecommerce" target="_blank">Four examples of ‘hard luxury’ brands embracing ecommerce</a></li> <li><a href="https://www.econsultancy.com/blog/69942-why-chanel-is-the-most-influential-luxury-brand-on-social" target="_blank">Why Chanel is the most influential luxury brand on social</a></li> <li><a href="https://econsultancy.com/blog/69679-luxury-brands-must-focus-on-digital-experiences-to-fight-the-discount-trend" target="_blank">Luxury brands must focus on digital experiences to fight the discount trend</a></li> </ul> <h3>Social power of English premiership footballers greater than clubs</h3> <p>Ahead of the FA Cup final, Pitchside has revealed that individual players are becoming much more powerful brands than the clubs they play for.</p> <p><a href="https://www.pitchside.agency/" target="_blank">In a study</a> of 400 players from the Premier League, the social power of players was found to be an average of 2.38x stronger than their respective clubs.</p> <p>On Instagram, the top 20 Premier League footballers share a combined total of 175m followers - almost three times as many as the top 20 clubs, who share 62.6m.</p> <p>Instagram is clearly the place to be, as the platform continues to draw players away from other social media channels. Just 59% of players now have an official Facebook presence versus 91% on Instagram. Meanwhile, Instagram accounts for over 50% of the total follower base of the younger players, compared with only 38% across all the Premier League players.</p> <p><a href="https://econsultancy.com/admin/blog_posts/new/social%20power%20comparison"><img src="https://assets.econsultancy.com/images/0009/4563/Pitchside.JPG" alt="top prem players on social media list" width="364" height="556"></a></p> <p><strong>Related articles:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/70002-six-of-the-best-footballers-on-social-media" target="_blank">Six of the best footballers on social media</a></li> <li><a href="https://econsultancy.com/blog/69532-tottenham-hotspur-put-focus-on-user-generated-content-to-boost-ecommerce-sales" target="_blank">Tottenham Hotspur put focus on user-generated content to boost ecommerce sales</a></li> <li><a href="https://econsultancy.com/blog/69332-how-premier-league-club-websites-are-changing-a-swansea-and-stoke-case-study" target="_blank">How Premier League club websites are changing: A Swansea and Stoke case study</a></li> </ul> <h3>Retailers losing out due to poor digital marketing</h3> <p>A new r<a href="https://www.dotmailer.com/hitting-the-mark/" target="_blank">eport by Dotmailer</a> – which involves the analysis of 100 retail brands across six sectors in the UK, US, and APAC - has revealed that businesses of all sizes are missing out on potential sales returns, as well as the opportunity to build longer-lasting relationships with customers. </p> <p>It appears this is largely due to failure to implement simple steps in the customer journey. 66% of retailers analysed failed to use any form of audience segmentation, and 56% failed to send abandoned cart emails. Meanwhile, 53% of brands failed to send an aftersales review email, and the average post-purchase evaluation score was 39% for all retail brands, highlighting an overall lacklustre experience.</p> <p>When it comes to data, nine in ten brands scored a meagre 13% for personalisation, and retail brands scored an average of 31% in using customer-behaviour data to drive their strategy.</p> <p>It’s not all doom and gloom, however, as 42% of brands scored 100% for UX - a clear indication that retailers have somewhat refined the user experience. See the study’s top 10 retail brands for email marketing and customer experience below.</p> <p><img src="https://assets.econsultancy.com/images/0009/4564/dotmailer.JPG" alt="top 10 brands for email and CX" width="308" height="420"></p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69936-how-to-start-turning-data-into-customer-experience-insight" target="_blank">How to start turning data into customer experience insight</a></li> <li><a href="https://econsultancy.com/blog/69065-five-advanced-data-and-segmentation-tactics-for-marketing-and-sales" target="_blank">Five advanced data and segmentation tactics for marketing and sales</a></li> </ul> <h3>‘Royal wedding’ sees 188% increase in search interest</h3> <p>New <a href="http://www.hitwise.com/gb/blog/2018/05/uks-top-royal-wedding-searches/?bis_prd=1" target="_blank">search data from Hitwise</a> suggests that excitement about the Royal wedding is reaching fever pitch ahead of the big day this Saturday.</p> <p>In the past four weeks, there has been a 188% increase in searches for ‘royal wedding street parties’, with this being led by Brits in the East of England, predominately women (67% of which are aged 55 and over).</p> <p>The data further reveals 54% of search traffic around the royal wedding is heading to news and media outlets, but another 15% is driving searches to retail sites. In fact, terms with ‘royal wedding’ were searched for nearly 80,000 times on Amazon since the start of May.</p> <p>Meanwhile, research by MyVoucherCodes predicts that Brits are set to splash out £225m in celebration. Based on a survey of over 2,000 UK adults, London was found to be the most patriotic region, with the city predicted to fork out a collective £106 million on food, drink, and other memorabilia. Scotland was found to be the second most patriotic region, ready to spend £29 million.</p> <p><strong>More on search:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69735-what-google-s-memory-loss-means-for-content-and-seo-strategy" target="_blank">What Google's memory loss means for content and SEO strategy</a></li> <li><a href="https://www.econsultancy.com/blog/69770-five-tips-for-an-evergreen-seo-strategy" target="_blank">Five tips for an evergreen SEO strategy</a></li> </ul> <h3>Vodafone UK most quick to respond to social customer queries</h3> <p><a href="https://www.quintly.com/blog/uk-brands-on-social-media-report" target="_blank">Quintly’s latest report</a> delves into how the UK’s 20 most valuable brands use social media. To do so, it looked at key metrics including follower performance, engagement, and customer service.</p> <p>In terms of the brands that won and lost followers last year, Quintly says Burberry received the highest amount of new followers among all analysed brands on Instagram and Twitter, gaining 2,222,693 and 1,084,240 respectively. However, on Facebook, Marks &amp; Spencer performed remarkably, gaining 463,088 followers in 2017.</p> <p>On the other end of the spectrum is Shell, which lost over 400,000 fans in a single day on 4th April 2017. There was no scandal that could have caused this, so insight suggests that this was due to relocating followers away from a global page to a newly-created regional page. This is backed up by Shell’s high interaction rate. In March, May and December 2017, it received the most interactions, with over 4.4 million on Facebook.</p> <p>When it comes to customer service, Vodafone UK performed the best, answering 3,374 out of the 18,996 questions they received in less than two hours. Three UK comes in second, answering almost 2,841 user requests in under two hours, followed by Sainsbury’s which answered 2,616 questions quickly.</p> <p><img src="https://assets.econsultancy.com/images/0009/4565/FB_interactions.JPG" alt="brand facebook interactions" width="780" height="255"></p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69976-what-facebook-and-instagram-s-big-api-changes-could-mean-for-brands" target="_blank">What Facebook and Instagram's big API changes could mean for brands</a></li> <li><a href="https://www.econsultancy.com/blog/69792-how-lego-uses-instagram-to-inspire-fans-of-all-ages" target="_blank">How Lego uses Instagram to inspire fans of all ages</a></li> <li><a href="https://www.econsultancy.com/blog/69974-six-mistakes-social-customer-service-teams-should-avoid" target="_blank">Six mistakes social customer service teams should avoid</a></li> </ul> tag:www.econsultancy.com,2008:Report/4680 2018-03-27T10:00:00+01:00 2018-03-27T10:00:00+01:00 Social Quarterly: Q1 2018 <p>The <strong>Social Quarterly</strong> is a series of presentations by Econsultancy, which curate the latest trends, developments and statistics in social media. The reports focus on distilling the most recent data and trends, aiming to provide a guide to what's happening now in social media and what you should be keeping an eye on.</p> <p>Social media evolves rapidly, and the <strong>Social Quarterly</strong> provides an overview of the latest trends in the industry. It contains information which can be integrated into your own documents, allowing you to prepare a pitch or use internally at a moment's notice.</p> <p>The Social Quarterly examines the current social media landscape, trends and updates on various social platforms and considers what will happen next. Updated four times per year, it will help to quickly surface statistics and trends you can use and react to immediately.</p> <p><strong>This edition of Social Quarterly includes</strong> stats about the importance of <strong>dark social</strong> and ad engagement on premium sites compared with social media. It also looks at updates to <strong>Instagram’s</strong> feed, the launch of <strong>WhatsApp Business</strong>, the global expansion of <strong>YouTube Go</strong> and new organisational tools on <strong>Pinterest</strong>.</p> <p>Bringing to life data from the <a href="https://econsultancy.com/reports/social-media-statistics">Internet Statistics Compendium</a> and the <a href="https://econsultancy.com/blog/">Econsultancy blog</a>, the Social Quarterly is the best of social in an easy-to-digest format.</p> <p>The Social Quarterly will allow you to:</p> <ul> <li>Stay up to date with regular developments across multiple social media platforms.</li> <li>Present and pitch at short notice with clear and effective data.</li> <li>Pinpoint areas in which you want to find out more and use the linked Econsultancy resources and blog posts to do this.</li> <li>Spot potential ways your company could be using social media but is not currently.</li> </ul> tag:www.econsultancy.com,2008:BlogPost/69763 2018-02-01T10:06:14+00:00 2018-02-01T10:06:14+00:00 Six of the best travel brands on YouTube, Snapchat, Instagram, Twitter, Pinterest & LinkedIn Nikki Gilliland <p>So, which brands are succeeding on social? Here’s a run-down of how brands are utilising various platforms and why their strategies are working.</p> <h3>Booking.com and YouTube</h3> <p>According to <a href="https://www.tnooz.com/article/youtube-video-influence-on-travel/">research</a>, 50% of travellers use online video before they book a holiday, largely for decision-making purposes on where to go, as well as researching accommodation and activities. Due to this, it can be incredibly helpful for brands to think like a publisher rather than an advertiser. In other words, to create informative content (such as destination guides) to help viewers make an informed decision during a moment of need.</p> <p><a href="https://econsultancy.com/blog/68505-a-closer-look-at-booking-com-s-customer-focused-strategy/" target="_blank">Booking.com</a> does this particularly well on YouTube, creating a series of local travel guides about popular places such as Lisbon, Barcelona, and Amsterdam.</p> <p><img src="https://assets.econsultancy.com/images/0009/1992/booking_guides.JPG" alt="" width="750" height="432"></p> <p>More recently, it’s taken a more inspirational tack, with a campaign based around the travel stories of its 14,000 employees in 2016. The main video, ‘One Mission’, effectively builds a chronological portrayal of travel, starting from arrival at the airport and all the way to touch-down home. A great example of video storytelling.</p> <p><iframe src="https://www.youtube.com/embed/_jLx_Z8mV2g?wmode=transparent" width="854" height="480"></iframe></p> <h3>Soho House and Instagram</h3> <p>When you think of travel brands, you tend to think of online travel agencies or airlines. However, <a href="https://www.econsultancy.com/blog/69555-six-excellent-hotel-websites-and-how-they-encourage-direct-booking" target="_blank">hotel and hospitality brands</a> also come under this umbrella – and they are becoming particularly adept at using social to increase awareness and extend reach.</p> <p>Instagram is arguably the ideal channel for hotels, especially luxury ones. With its visual and curated nature, the platform allows brands to showcase the very best of what they have to offer, tantalising guests with beautiful design and luxurious customer service.</p> <p><img src="https://assets.econsultancy.com/images/0009/1993/soho_house.JPG" alt="" width="550" height="478"></p> <p>With 313,000 followers, Soho House has built an impressive following on its Instagram channel, which is populated with stunning (and unashamedly cliché) lifestyle imagery.</p> <p>From flat whites to furnishings, it cleverly shines a light on elements of its hotels around the world – and undoubtedly instils the desire to visit.</p> <p><img src="https://assets.econsultancy.com/images/0009/1994/soho_house_2.JPG" alt="" width="650" height="475"></p> <h3>Lonely Planet and Pinterest</h3> <p>While people on Instagram might prefer to simply marvel at travel imagery, Pinterest users are reportedly more proactive, with an average of <a href="https://business.pinterest.com/en/blog/2017-travel-trends-top-destinations-and-how-to-be-there-before-they-book">2m travel-related saves</a> taking place on the platform each day. This means that users are saving ideas in order to help make informed decisions, building and curating their own travel boards (i.e. 'solo travel' or 'family destinations').</p> <p>Despite this, there aren’t many brands that take the opportunity to create bespoke content for the platform. One that does is Lonely Planet, having built up a wide selection of boards. From ‘Wellness and Travel’ to ‘Tastes of Thailand’, it aims to engage users based on specific interests. </p> <p><img src="https://assets.econsultancy.com/images/0009/1995/lonely_planet.JPG" alt="" width="600" height="560"></p> <p>Lonely Planet also incorporates content from third-party sites and bloggers in its Pinterest boards, which help to create a sense of community. It even accepts contributions from the public, meaning that its audience is likely to feel involved and more connected to the brand.</p> <p><img src="https://assets.econsultancy.com/images/0009/1996/lonely_planet_2.JPG" alt="" width="600" height="400"></p> <h3>KLM and LinkedIn</h3> <p>According to a survey by MRI, LinkedIn users aged 18 to 44 are over twice as likely to join flight and hotel <a href="https://econsultancy.com/blog/68114-six-tips-for-loyalty-program-success" target="_blank">reward schemes</a> compared to users of other social networks. What’s more, they’re also twice as likely to travel internationally and are more likely to show loyalty toward brands.</p> <p>This might come as a surprise to many, but some travel brands have been keen to capitalise on LinkedIn’s power for a while now. Back in 2014, KLM airlines was one of the first brands to offer a 24/7 service via LinkedIn, allowing users to contact the brand via the social platform.</p> <p>Since, it has continued to harness the platform’s shift into a <a href="https://econsultancy.com/blog/66159-how-to-use-linkedin-s-publishing-tool-to-increase-your-social-reach/" target="_blank">publishing network</a> rather than just a professional one, using it to distribute brand content. It publishes blogs and articles on a regular basis, aiming to push LinkedIn’s large user-base towards it website, as well as position itself as an expert voice on the aviation industry.</p> <p><img src="https://assets.econsultancy.com/images/0009/1999/KLM.JPG" alt="" width="540" height="594"></p> <h3>Delta Airlines and Twitter</h3> <p>Twitter is often used by travel brands as a customer service channel, with companies reportedly seeing a marked increase in customer satisfaction on the back of timely and relevant responses. </p> <p>However, Twitter can also be used as an effective tool for branding – particularly when it comes to competition between companies.   </p> <p>Delta Airlines is one airline that has displayed both strategies in the past, using its Twitter account to provide customer support, as well as the occasional bit of shade when necessary. For example, when a United Airlines passenger was refused to board a plane because she was wearing leggings, Delta fired back with a cheeky retort.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Flying Delta means comfort. (That means you can wear your leggings. )</p> — Delta (@Delta) <a href="https://twitter.com/Delta/status/846393226890280966?ref_src=twsrc%5Etfw">March 27, 2017</a> </blockquote> <p>Similarly, when American conservative commentator Ann Coulter launched a tirade against Delta last year, the airline responded with what was described as a ‘bold and strategic’ approach. As a result, many applauded the airline’s defence of its own values, and supported its decision to call out Coulter.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/AnnCoulter?ref_src=twsrc%5Etfw">@AnnCoulter</a> Additionally, your insults about our other customers and employees are unacceptable and unnecessary.</p> — Delta (@Delta) <a href="https://twitter.com/Delta/status/886714198880866305?ref_src=twsrc%5Etfw">July 16, 2017</a> </blockquote> <p>While using Twitter in this manner can be a potentially dangerous strategy, Delta shows that if a brand’s tone is consistent and in line with its wider character and values, it can be a way of enhancing exposure and building positive sentiment.</p> <h3>Aer Lingus and Snapchat</h3> <p>Snapchat is not the most obvious channel for travel brands. Surely the picture-perfect world of Instagram is where it’s at? Perhaps when it comes to destination marketing, yes, but for brands wanting to give more of an insight into their company culture or a sneak peek at behind-the-scenes – Snapchat Stories can be hugely effective. What’s more, it’s also ideal for targeting the platform’s young and highly-engaged user-base.</p> <p>Aer Lingus is one brand that uses Snapchat in this way, posting content about what it’s like to work for the company. Its Stories often provide insight into flights and company events.</p> <p><img src="https://assets.econsultancy.com/images/0009/1991/aer_lingus.JPG" alt="" width="750" height="329"></p> <p><em>(Image via <a href="https://www.socialtalent.com/blog/recruitment/6-best-employer-brands-snapchat-right-now" target="_blank">Social Talent</a>)</em></p> <p>It also uses the platform to announce new routes, such as the example below which is in celebration of the new Aer Lingus route into LA. All in all, it gives a refreshing and unique insight into its brand, which could help to inspire future careers as well as travel.</p> <p><iframe src="https://www.youtube.com/embed/r_xNM0lE0cg?wmode=transparent" width="854" height="480"></iframe></p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/69207-how-six-travel-hospitality-brands-use-personalisation-to-enhance-the-customer-experience" target="_blank">How six travel &amp; hospitality brands use personalisation to enhance the customer experience</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/69652-four-key-digital-trends-impacting-travel-and-hospitality-brands" target="_blank">Four key digital trends impacting travel and hospitality brands</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/69307-eight-examples-of-top-notch-copywriting-from-travel-brands" target="_blank">Eight examples of top-notch copywriting from travel brands</a></em></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69759 2018-01-31T14:59:40+00:00 2018-01-31T14:59:40+00:00 The best social stories and campaigns from January 2018 Nikki Gilliland <h3>Dollar Shave Club arrives in the UK</h3> <p>First founded in the US in 2011, Dollar Shave Club went on to be acquired by Unilever in 2016. Now, the razor subscription brand has launched in the UK, marking its arrival with a creative social and experiential campaign.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Greetings from America. Dollar Shave Club is bringing our great shaves to the U.K. The annoying stuff from America? We’ll leave that stateside. Great shaves start here → <a href="https://t.co/7fNiZY4SPJ">https://t.co/7fNiZY4SPJ</a>. <a href="https://t.co/voXhqOs3Jj">pic.twitter.com/voXhqOs3Jj</a></p> — Dollar Shave Club UK (@DSC_UK_) <a href="https://twitter.com/DSC_UK_/status/956919684929998848?ref_src=twsrc%5Etfw">26 January 2018</a> </blockquote> <p>Dollar Shave Club launched a pop-up in Old Street station this January, offering passers-by free shaves, foosball tournaments, and live comedy. Meanwhile, the brand has also partnered with a number of social influencers to create content and hype around the launch.</p> <p>Will the brand see success in the UK? We’ll have to wait and see, of course, but if the hotly anticipated UK ad matches up to the <a href="https://econsultancy.com/blog/65405-dollar-shave-club-s-content-marketing-strategy-since-that-video">classic US version</a>, it’ll be off to a good start.</p> <h3>Visa jumps on winter Olympics for sport-themed campaign</h3> <p>Since 2000, Visa has been accepting athletes from around the world into its ‘Team Visa’ programme to provide the support and resources to help them achieve their sporting dreams. Ahead of this year’s Winter Olympics in Pyeongchang, Visa has launched a special campaign featuring its 2018 line-up.</p> <p>The video, which is featured on Visa’s own social channels as well as the athletes involved, sees the use of various payment technology such as wearable devices and <a href="https://econsultancy.com/blog/69577-restaurants-are-going-cashless-here-s-three-reasons-why" target="_blank">contactless technology</a>. Involving British hopefuls Elise Christie and Billy Morgan – it marks an inspiring start to the year ahead for sport and social media. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/hashtag/PyeongChang2018?src=hash&amp;ref_src=twsrc%5Etfw">#PyeongChang2018</a> is just 24 days away, and I’m stoked to join the rest of the members of <a href="https://twitter.com/hashtag/TeamVisa?src=hash&amp;ref_src=twsrc%5Etfw">#TeamVisa</a> <a href="https://twitter.com/Visa?ref_src=twsrc%5Etfw">@Visa</a> <a href="https://t.co/c2zMIq0wnE">pic.twitter.com/c2zMIq0wnE</a></p> — billy morgan (@billymorgan89) <a href="https://twitter.com/billymorgan89/status/954055355562123264?ref_src=twsrc%5Etfw">January 18, 2018</a> </blockquote> <h3>Alibaba launches first-ever brand campaign</h3> <p>Another brand that has been celebrating the world of sport this January is Alibaba, which has marked the start of its eleven-year Olympic sponsorship with it’s first ever brand campaign. </p> <p>Running on social and TV in the UK, US, Japan and China, the ‘to the greatness of small’ campaign celebrates sporting underdogs – which also serves to highlight the ecommerce brand’s support of small businesses.</p> <p>Thanks to its success in China, Alibaba is the largest online and mobile commerce company in world. With its Olympic partnership, it is evidently hoping to expand its global reach, capitalising on the opportunity to engage through sport and empowering storytelling.</p> <p><iframe src="https://www.youtube.com/embed/Zh8sM3_Zv3k?wmode=transparent" width="854" height="480"></iframe></p> <h3>Tena asks social users to ‘squeeze along’</h3> <p>Bladder weakness isn’t exactly the sort of thing you want to shout about, but the latest social media campaign from Tena intends to make the topic less taboo. With the aim of driving downloads of its ‘My Pelvic Floor’ fitness app, the campaign involves videos asking viewers to ‘squeeze along’ – demonstrating how simple it is to strengthen your pelvic floor muscles.</p> <p>With many women unsure or unaware of how to do the exercises, the videos are a particularly clever way to educate viewers as well as drive downloads of the Tena app. </p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Foooopsmoments%2Fvideos%2F906453862847777%2F&amp;show_text=0&amp;width=476" width="476" height="476"></iframe></p> <h3>Twitter announces #BrandBowl</h3> <p>The Super Bowl is a much-talked event on social media every year, with most of the conversation relating to the best halftime ads. At the end of January, Twitter announced that it will be hosting #BrandBowl in conjunction – a competition for the best social and TV ads from the Super Bowl.</p> <p>The contest will recognise different categories, including an award for the highest percentage of tweets related to a brand during the game, an award for the brand with the highest tweets per minute, as well as one for the highest number of retweets. Meanwhile, the #Interception award will recognise the TV ad that generates the most conversion on Twitter. The winners will reportedly win rewards in the form of Twitter ads and greater consumer reach.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Can't wait to see new commercials as they're released during the big game?</p> <p>Retweet to subscribe for updates throughout the game on February 4th and catch all the <a href="https://twitter.com/hashtag/BrandBowl52?src=hash&amp;ref_src=twsrc%5Etfw">#BrandBowl52</a> advertiser spots from <a href="https://twitter.com/TwitterMktg?ref_src=twsrc%5Etfw">@TwitterMktg</a>. <a href="https://t.co/wDb50gPCet">pic.twitter.com/wDb50gPCet</a></p> — Twitter Marketing (@TwitterMktg) <a href="https://twitter.com/TwitterMktg/status/958021942614753285?ref_src=twsrc%5Etfw">January 29, 2018</a> </blockquote> <h3>Snapchat allows content to be shared outside platform</h3> <p style="font-weight: 400;"><a href="https://www.econsultancy.com/blog/69747-snapchat-is-finally-opening-itself-up-to-the-web">Snapchat has made it possible</a> for people to share content found on its platform on third party sites and blogs. Currently, the type of Stories available to share (via a link) include selected content in the Discover tab, as well as Search Stories. </p> <p style="font-weight: 400;">The motivation behind the move is likely to be Snapchat’s stalling growth, with the platform adding a disappointing 4.5m users in Q 2017 to reach 178m daily users. To put this into perspective, Instagram now has 500m daily users.</p> <p style="font-weight: 400;">However, now that users can share Snapchat Stories elsewhere, it means that people who aren’t already on the platform might be more inclined to give it a go. Meanwhile, third-party brands and publishers will be able to incorporate Stories into their content (much like embedded Tweets or Facebook posts).</p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/1957/stories.JPG" alt="" width="500" height="363"></p> <h3>ABTA jumps on ‘foot selfie’ trend for new travel campaign</h3> <p style="font-weight: 400;">ABTA – the leading association of travel agents and tour operators in the UK – launched a campaign on Boxing Day to highlight why holidaymakers should book with an ABTA member throughout January. </p> <p style="font-weight: 400;">Called ‘Travel with Confidence’, the campaign taps into the social media trend of taking ‘foot selfies’ while abroad in order to demonstrate the wide range of destinations from ABTA brands. Alongside this, it has also been promoting the hashtag #beABTAsmart, and a competition giving social media users the chance to win prizes.</p> <blockquote class="twitter-tweet" style="font-weight: 400;"> <p lang="en" dir="ltr">Get fitter and <a href="https://twitter.com/hashtag/beABTAsmart?src=hash&amp;ref_src=twsrc%5Etfw">#beABTAsmart</a> in 2018 by entering our Travel with Confidence <a href="https://twitter.com/hashtag/Competition?src=hash&amp;ref_src=twsrc%5Etfw">#Competition</a> to <a href="https://twitter.com/hashtag/Win?src=hash&amp;ref_src=twsrc%5Etfw">#Win</a> a <a href="https://twitter.com/hashtag/FitBit?src=hash&amp;ref_src=twsrc%5Etfw">#FitBit</a> Alta HR. <a href="https://twitter.com/hashtag/Getin?src=hash&amp;ref_src=twsrc%5Etfw">#Getin</a>! <a href="https://t.co/hyYKhgqzQ4">https://t.co/hyYKhgqzQ4</a> <a href="https://t.co/Tob5Pz2gCj">pic.twitter.com/Tob5Pz2gCj</a></p> — ABTA (@ABTAtravel) <a href="https://twitter.com/ABTAtravel/status/948893038448926721?ref_src=twsrc%5Etfw">January 4, 2018</a> </blockquote> <h3>WhatsApp rolls out new app for business </h3> <p>Towards the end of January, WhatsApp announced the launch of the <a href="https://www.econsultancy.com/blog/69738-what-marketers-need-to-know-about-whatsapp-business">WhatsApp Business</a> app in select countries including the UK, US, Italy, and Indonesia. The app (which is free to use) acts much like a Facebook page for small businesses, allowing them create a presence on the channel and use it to connect and communicate with customers.</p> <p>The app offers specific messaging tools, such as ‘quick replies’ and ‘away messages’ to make customer service as easy and as accessible as possible.</p> <p><img src="https://assets.econsultancy.com/images/0009/1956/whatsapp_for_business.JPG" alt="" width="340" height="494"></p> <h3>The #MeToo movement trundles on </h3> <p>Hashtags don’t often stay relevant for very long, but the #MeToo movement – which is used on social media to demonstrate the prevalence of sexual assault and harassment – has continued trending throughout January. This has been largely due to allegations against comedian Aziz Ansari, as well as a story called 'Cat Person' published by the New York Times – both fuelling the debate around consent and sexual boundaries.</p> <p>Meanwhile, the prevalence of #MeToo has spurred on #TimesUp – a movement led by 300 high-profile women to end discrimination, pay disparity, and harassment in Hollywood. </p> <p><img src="https://assets.econsultancy.com/images/0009/1955/witherspoon_insta.JPG" alt="" width="700" height="440"></p> <h3>Facebook prioritises friends and family</h3> <p>At the start of the month, Facebook announced that it would be changing its News Feed to prioritise posts from friends and family rather than news and other public content. Up until now, the algorithm has focused on surfacing ‘relevant’ content, based on ‘likes’ and other forms of engagement. That’s all set to change, as Facebook will now concentrate on meaningful interactions between people.</p> <p>So, <a href="https://www.econsultancy.com/blog/69721-why-the-facebook-news-feed-update-might-be-the-wake-up-call-that-marketers-need" target="_blank">what does this mean for brands and publishers?</a> Despite the strong probability of a short-term hit to traffic, the general consensus appears to be that the changes will lead to better, more quality content over time. With the goal of changing user behaviour from passive scrolling to active and socially meaningful experiences – it could mean greater engagement for brands in the long run.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">News Feed FYI: Bringing People Closer Together <a href="https://t.co/vnETChx1ts">https://t.co/vnETChx1ts</a></p> — Facebook Newsroom (@fbnewsroom) <a href="https://twitter.com/fbnewsroom/status/951612674151940096?ref_src=twsrc%5Etfw">January 12, 2018</a> </blockquote> <h3>YouTube tightens rules amid ad controversy</h3> <p>YouTube also kicked off the year with a platform update - and it comes on the back of recent controversy over inappropriate content. With big brands increasingly concerned about advertising appearing alongside unsavoury and offensive videos, YouTube has taken steps to prevent shady characters from taking advantage of the platform’s monetisation opportunities. </p> <p>Now, <a href="https://econsultancy.com/blog/69756-eight-tips-for-a-killer-youtube-strategy/" target="_blank">YouTube creators</a> will be required to have at least 1,000 subscribers and 4,000 hours of videos watched in the past 12 months before they can place ads on their content. Meanwhile, YouTube has also announced that it will employ more moderators to manually monitor and flag up dangerous content, signalling a greater emphasis on safety and control on the platform.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">We've made updates to the YouTube Partner Program to strengthen our community &amp; prevent impersonators + spammers from harming our platform.</p> <p>We understand this affects many channels, but believe it's necessary to protect our creators. </p> <p>For the full update <a href="https://t.co/phnMnAHDaD">https://t.co/phnMnAHDaD</a></p> — YouTube Creators (@YTCreators) <a href="https://twitter.com/YTCreators/status/953401966406889472?ref_src=twsrc%5Etfw">January 16, 2018</a> </blockquote> <p><em><strong>Further reading:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/69400-ask-the-experts-paid-social-media-trends-challenges-strategy/">Ask the experts: Paid social media trends, challenges &amp; strategy</a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69746 2018-01-25T12:58:00+00:00 2018-01-25T12:58:00+00:00 Which pharma companies are winning at social? Survey says... Patricio Robles <p>Of course, being present in social channels doesn't mean that a company is using them to good effect. So which pharma companies are winning social?</p> <p>Recently, healthcare marketing agency Owen Health <a href="https://blog.owenhealth.co.uk/the-pharma-social-media-ranking-af127a2cc07b">released</a> its first-ever Pharma Social Media Ranking, which looked specifically at how the 22 largest pharma companies are using Twitter. To develop its ranking, the agency evaluated a number of data points related to their Twitter accounts, including authority, reach, activity, engagement and influence, during the month of October 2017.</p> <p>In the end, it declared that GlaxoSmithKline (GsK) and Bayer tied for the overall top spot, followed by AstraZenica and Roche followed by Novartis.</p> <p>Interestingly, GsK was the first pharma company among those considered to join Twitter. While Owen Health notes that most pharma companies set up a Twitter account around 8.5 years ago, GsK was a pioneer, having joined the then-nascent social platform more than a decade ago.</p> <p>So what sets high-rankers like GsK and Bayer apart from lower rankers?</p> <p>It's not all about audience size. Top-ranked GsK and Bayer had the fifth and sixth most followers, respectively. As Owen Health noted, “Although more followers provides the opportunity for greater organic reach, it appears to become harder to keep this larger community engaged with valuable timely content.”</p> <p>But it's not all about engagement either. In fact, neither GsK nor Bayer ranked in the top 10 for engagement. Interestingly, the companies that got the highest marks for engagement – MSD, Takeda and Teva – ranked 19, 20 and 22 overall. That might have been due to the fact that Takeda and MSD were responsible for two of the three tweets with the most likes, retweets and comments during Owen Health's evaluation period. </p> <p><img src="https://assets.econsultancy.com/images/0009/1846/engagement_pharma.png" alt="pharma engagement" width="615"></p> <p>where GsK and Bayer shine is in the influence category, which was based on Klout scores. There, they tied with Pfizer for the top spot.</p> <h3>The importance of strategy</h3> <p>Of course, any ranking is subject to debate. The Klout scores Owen Health used, for instance, have been the subject of controversy. But the notion that winning at social media is not all about getting lots of followers, posting a lot of content, or even generating significant engagement, isn't an illogical one. </p> <p>At the end of the day, pharma companies need to connect and engage the right people. And that is a very different and more strategic exercise than trying to build a large following and pumping out lots of content that might or might not be relevant to key segments.</p> <p>Perhaps reflecting the fact that pharma companies get this, Owen Health notes that it has observed them becoming part of relevant communities as opposed to trying to acquire as many followers as possible. “This approach is more strategic, plays to the social platforms strengths and has the potential to be more beneficial to corporate reputation and brand positioning in the long term.”</p> <p>As pharma companies grow their social investments, expect to see the gap widen between those that embrace smart, targeted strategies and those that don't.</p> <p><em><strong>Further reading:</strong></em></p> <ul> <li><a href="https://econsultancy.com/reports/pharma-trends-and-developments/">Healthcare and pharma: Digital trends and developments</a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69682 2017-12-19T09:30:00+00:00 2017-12-19T09:30:00+00:00 Social media trends in 2018: What do the experts predict? Nikki Gilliland <p>For more, check out these additional resources:</p> <ul> <li><a href="https://econsultancy.com/reports/social-media-best-practice-guide" target="_blank">Social Media Best Practice Guide</a></li> <li><a href="https://econsultancy.com/training/courses/topics/social/" target="_blank">Social training</a></li> <li><a href="https://econsultancy.com/reports/paid-social-media-advertising/" target="_blank">Paid Social Media Advertising Best Practice Guide</a></li> </ul> <h3>Trouble ahead for Twitter?</h3> <p><strong><a href="https://willfrancis.com/" target="_blank">Will Francis</a>, co-founder and creative director, Vandal:</strong></p> <p>I’m sad to say that 2018 may be the year Twitter’s cooling off turns into terminal decline. Their product increasingly lacks focus and is unwelcoming to newcomers, whilst stagnant user growth and internal issues remain signs of trouble ahead.</p> <p>The recent doubling of the character limit is a classic tech product death rattle, achieving nothing more than further blurring of the proposition.</p> <p><img src="https://assets.econsultancy.com/images/0009/1216/twitter.JPG" alt="" width="650" height="373"></p> <h3>Greater focus on messaging apps</h3> <p><strong><a href="https://joandcompany.co.uk/" target="_blank">Joanna Halton</a>, founder, Jo &amp; Co:</strong></p> <p>Chatbots/OTT messaging are coming of age. The last year or so has been all about the hype and innovators, but now businesses are seriously working out what value they can offer them and how they can incorporate them into their current systems and processes.</p> <p>The results may be less sexy than some of the fun campaigns we've seen previously, but big players are banking on the technology making them big savings, especially from a customer service perspective. Juniper research forecasts that that this technology could save businesses $8 billion annually worldwide by 2022, up from $20 million this year.</p> <p><strong><a href="https://www.linkedin.com/in/tompepperlinkedin" target="_blank">Tom Pepper</a>, head of marketing solutions UK, LinkedIn:</strong></p> <p>I think 2018 will bring something of an advent in the way marketers use messaging apps. We’ve already seen a growing trend for social media messaging platforms such as Facebook Messenger - and even a rise in chatbots - but next year some of those tools are likely to be completely reinvented, giving brands a route to effectively communicate with audiences throughout every step of the marketing funnel.</p> <h3>Ephemeral content </h3> <p><strong>Will Francis:</strong></p> <p>As more people and brands adopt Instagram Stories and Snapchat, these fleeting photos and videos become increasingly the default language in digital. 2018 may be the year that ‘traditional’ social media posts start to feel stiff and corporate - just another marketing channel - whilst disposable content is where brand personality is crafted and true love and engagement earned.</p> <p><img src="https://assets.econsultancy.com/images/0009/1215/ephemeral_content.JPG" alt="" width="650" height="344"></p> <h3>Augmented Reality</h3> <p><strong>Joanna Halton:</strong></p> <p>We're going to see a lot more from AR next year. Not just from the likes of Snapchat's dancing hot dog that got more than 1.5bn views. But brands starting to look how they can use the technology in a way that suits them and their customers.</p> <p>An example of this is BMW's latest foray where users could see what a new X2 would look like on their driveway without having to visit a garage. When the newest Apple devices incorporate special features and promote their ability to support a technology, like they have with AR, it's worth keeping an ear to the ground about where it's going.</p> <p><strong><a href="https://www.linkedin.com/in/depeshmandalia/" target="_blank">Depesh Mandalia</a>, founder and CEO, S M Commerce:</strong></p> <p>The two big waves to ride in 2018 are influencer marketing, which has seen a continued year on year rise in importance for brands, and potentially augmented reality taking video to the next level. Instagram and Snapchat are investing heavily in the video experience.</p> <p>This opens up opportunity for brand engagement in more novel ways, putting control into the hands of the end user to create new, rich, immersive experiences.</p> <p><img src="https://assets.econsultancy.com/images/0009/1214/snapchat_hotdog.JPG" alt="" width="650" height="359"></p> <h3>Platforms and publishers working together</h3> <p><strong>Tom Pepper:</strong></p> <p>Looking ahead to the coming year, I believe that we’ll continue to see social media platforms using assets like live streaming and original content to keep users hooked. In particular, I’m excited to see more partnerships formed between social media platforms and publishers.</p> <h3>Alignment with IoT</h3> <p><strong>Depesh Mandalia:</strong></p> <p>In an ideal world I'd love to see social media converging with the internet of things to create an intelligence that's connected across your life. Imagine asking Alexa or Google Home for ideas of what food to order for home delivery, and recommendations based on your social connections or what others have recently ordered in your local area.</p> <p>The potential implications are huge for both the end user and for brands. Perhaps this is where we may see AI converging right down the middle to give us faster, better options to the age-old question of what to eat tonight.</p> <p><img src="https://assets.econsultancy.com/images/0009/1219/Alexa.JPG" alt="" width="600" height="405"></p> <h3>Better measurement</h3> <p><strong>Tom Pepper:</strong></p> <p>Measurement is the word on everyone’s lips at the moment but, beyond that, we really need to help marketers truly exhibit the great work they’re doing.</p> <p>I’d love to see marketers step outside their comfort zone and not just measure what they know through traditional marketing metrics, but focus their efforts on measuring business value too. Doing so will allow marketers to prove the impact their activity has on a business’s bottom line.</p> <h3>Variety within video</h3> <p><strong>Joanna Halton:</strong></p> <p>It shouldn't come as a shock to anyone, but video is going to continue to grow as a predominant medium across social and digital overall. The predictions vary, whether it's Cisco's 80% of internet traffic by 2019 or Mark Zuckerberg's estimation that 90% of Facebook's content will be video-based by 2018.</p> <p>Further supported by the launch of Facebook Watch and the success of Live. But either way, it's becoming the main way users prefer to consume content - especially mobile video. Marketers should consider that, according to the latest GlobalWebIndex report, mobile has now taken over as the primary way to access social media.</p> <p>Brands will need to work out how they can use the variety of different video formats effectively as part of their content marketing plans.</p>