tag:www.econsultancy.com,2008:/topics/video Latest Video content from Econsultancy 2016-05-23T11:01:20+01:00 tag:www.econsultancy.com,2008:BlogPost/67833 2016-05-23T11:01:20+01:00 2016-05-23T11:01:20+01:00 Virtual reality: Three more brands dipping their toes in Ben Davis <h3>Saks</h3> <p>If you're too lazy to go window shopping, why not watch Saks' new 360-degree video below.</p> <p>It's not the most sophisticated effort I've seen, being slightly reminiscent of a dull early-noughties second life, however, the experience is predominately a PR exercise.</p> <p>It supports Saks' Secret Garden - a range of stunning window displays advertising beauty brands.</p> <p>VR is at the stage where any experimentation, even with short 360-degree video is bound to get attention, and indeed the video below has been viewed almost 150,000 times in two weeks at time of writing. </p> <p><iframe src="https://www.youtube.com/embed/Pu9aCZ1Mu7o?wmode=transparent" width="560" height="315"></iframe></p> <h3>McDonald's</h3> <p>McDonald's has already used VR in a consumer-facing role, allowing its Happy Meal boxes to be transformed into cardboard headsets.</p> <p>But now the burger giant is using VR as a powerful campaign medium - part of <a href="https://econsultancy.com/blog/65230-10-very-cool-examples-of-experiential-marketing/">an experiential roadshow</a> touring the UK and addressing challenges in farming and the food and drink sector (as part of the wider, Farm Forward campaign).</p> <p>As well as being an exercise in PR, educating customers about McDonald's' farming practices in an effort to improve brand perception, the roadshow is also a tool to recruit more people into the industry.</p> <p>To that end, the VR experience will showcase restaurants, factories and farms, allowing customers to walk around and get a feel for McDonald's commitment to animal welfare, food quality and the environment.</p> <p>Just in case you think this is starting to feel a bit boring for a big brand like McDonald's, there is an accompanying media campaign and the VR experience will include games, such as tractor driving.</p> <p>Conor McVeigh, director of suppy chain at McDonald's UK, told Marketing Week that VR could be used to "scale up" transparency efforts and that VR is at a "tipping point" as realistic content can now be developed.</p> <p>See the McDonald's website for <a href="http://www.mcdonalds.co.uk/ukhome/Aboutus/Newsroom/news_pages/mcdonalds-uk-pioneers-virtual-reality-in-support-of-british-and-irish-farming-inviting-the-public-to-follow-the-foodsteps-of-farmers-suppliers-and-restaurant-teams.html">further info on the VR experience</a> itself.</p> <p><em>A strange publicity shot (here's <a href="https://wpcluster.dctdigital.com/sundaypost/wp-content/uploads/sites/13/2016/05/CONSUMER-McDonalds-113750.jpg.jpg">an actual image</a> of the roadshow from the Sunday Post)</em></p> <p><em><img src="https://assets.econsultancy.com/images/resized/0007/4988/mcdonalds_vr-blog-flyer.jpg" alt="mcdonald's vr" width="470" height="288"></em></p> <h3>Honda</h3> <p>Honda has been experimenting with VR for a while, last year creating DreamDrive, a '<a href="http://www.pcworld.com/article/2952792/gadgets/hondas-trippy-dream-drive-is-an-awesome-use-of-virtual-reality.html">trippy in-car experience for passengers</a>' (as described by PC World) where the car's motion enhances the virtual stimuli.</p> <p>This idea seemed to be a bit of fun, perhaps aimed at augmenting in-car entertainment, with a view to targeting the family market in future.</p> <p>But later this month Honda gets a bit more serious, beginning to use VR as branded content, not merely a labs style innovation project.</p> <p>Online videos, released the same day as the 100th running of the Indianapolis 500, will let viewers 'drive' the Honda Dallara.</p> <p>USA Today's websites will showcase the content, also including it in an app called VR Stories.</p> <p>As yet, it's unclear how users will view the app content but (despite 1m monthly active users of Samsung Gear) USA Today may copy the NY Times tactic of including Google Cardboard with newspapers.</p> <p>Honda will host the content online, too. Unfortunately, as it's not live yet, we'll have to show you a video of when Honda used Oculus way back in 2014 to promote a new concept motorcycle and the brand more generally (see below).</p> <p><iframe src="https://www.youtube.com/embed/H1OLTQzT6xc?wmode=transparent" width="560" height="315"></iframe> </p> <p>For more on VR and brands, read the following: </p> <ul> <li> <a href="https://econsultancy.com/blog/67834-why-virtual-reality-is-the-ultimate-storytelling-tool-for-marketers">Why virtual reality is the ultimate storytelling tool for marketers</a> </li> <li> <a href="https://econsultancy.com/blog/67713-augmented-reality-vs-virtual-reality-where-should-brands-focus">Augmented reality vs virtual reality: where should brands focus?</a> </li> <li><a href="https://econsultancy.com/blog/67078-three-examples-of-brands-experimenting-with-virtual-reality">Three examples of brands experimenting with virtual reality</a></li> </ul> <p>And to hear more about VR, why not attend our <a href="https://econsultancy.com/events/future-of-digital-marketing-london/">Future of Digital Marketing </a>event in June 2016 in London.</p> tag:www.econsultancy.com,2008:BlogPost/67845 2016-05-16T09:53:32+01:00 2016-05-16T09:53:32+01:00 Three tips to help charity marketing videos flourish Andrew Chrysostom <p>Read on to find out more, and don't forget to <a href="http://www.festivalofmarketing.com/awards/enter-now">get your Masters of Marketing entry in</a> before June 3rd...</p> <h3>Hit hard with your message</h3> <p>The RNLI faced the challenge of raising awareness about the unpredictable waters in the UK, and how easy it is to drown in them.</p> <p>The campaign’s aim was to halve the number of people drowning in the UK by 2024. </p> <p>It commissioned a series of videos designed for cinema advertising. Shot from the first person perspective of a drowning individual, the ad asked the audience to hold their breath along with them.</p> <p><iframe src="https://www.youtube.com/embed/JWD46SAUD5s?wmode=transparent" width="560" height="315"></iframe></p> <p>With over 3m Facebook video views and more than 8,500 shares, this video clearly struck a chord with its audience. </p> <p>The application of a hard-hitting message effectively engaged users, as shown by an average view duration of 87%.</p> <p>With the use of <a href="https://econsultancy.com/blog/67713-augmented-reality-vs-virtual-reality-where-should-brands-focus/">virtual reality</a> on the rise it would be interesting to see if the new headsets coming onto the market would take this concept a step further.</p> <p>Amnesty International actually already utilised this technique, using a <a href="https://www.amnesty.org.uk/press-releases/first-use-virtual-reality-fundraising-hit-members-public">VR headset</a> to show devastating scenes of bombing in Syria.</p> <p><img src="https://assets.econsultancy.com/images/0007/4928/amnesty.jpg" alt="" width="548" height="331"></p> <p><em>Image credit: Amnesty International</em></p> <h3>Know your audience</h3> <p>One of the biggest myths about video production is that it has to be expensive.</p> <p>When Male Cancer Awareness Campaign teamed up with world-renowned fashion photographer Rankin, the aim was to create a video to get 18-25 year old men to check themselves for testicular cancer.</p> <p>On a budget of around £1,000 and with the help of model Rhian Sugden, they shot an almost NSFW video to appeal to the ‘lads mag’ demographic. </p> <p><iframe src="https://www.youtube.com/embed/oGgByLLQwSw?wmode=transparent" width="560" height="315"></iframe></p> <p>By simply knowing their audience and having a good creative, the video gathered over 7m views. This proves that video doesn’t have to be created on a big budget to be effective.</p> <h3>Reacting to current events</h3> <p>In 2015, the NFL was facing a huge backlash over domestic violence issues.</p> <p>In stepped No More, a domestic abuse charity that produced this 30-second video of a victim’s 911 call.</p> <p><iframe src="https://www.youtube.com/embed/rTJT3fVv1vU?wmode=transparent" width="560" height="315"></iframe></p> <p>Whilst definitely hard-hitting, the video gained a spot in the first break after second quarter of NFL Super Bowl XLIX for free – placement of which would have cost $4.5m. </p> <p>By aligning itself with a brand in trouble, No More managed to directly reach an estimated 114.4m TV viewers. Its YouTube video now has more than 9.5m views.</p> <p><em>Don't forget to get your entries for our <a href="http://www.festivalofmarketing.com/awards/enter-now">Masters of Marketing Awards</a> in before June 3rd.</em></p> tag:www.econsultancy.com,2008:BlogPost/67829 2016-05-12T14:55:49+01:00 2016-05-12T14:55:49+01:00 Google aims to help advertisers capitalize on viral videos Patricio Robles <p>As <a href="https://youtube.googleblog.com/2016/05/highlights-from-tonights-youtube.html">detailed on</a> the official YouTube blog...</p> <blockquote> <p>Pop culture moments like the Harlem Shake and Let It Go are as unexpected as they are popular. While Google Preferred gives brands access to established creator channels, our new Breakout Videos offering lets them advertise on emerging content - the hottest and fastest-rising videos on YouTube.</p> <p>With the launch of Google Preferred Breakout Videos in the US, brands can be there alongside the next breakout star. </p> </blockquote> <p>What's more, Google announced that advertisers will be able to execute their Preferred Breakout Videos campaigns programmatically using a new offering, Programmatic Guaranteed for Google Preferred, which is accessible via the DoubleClick Bid Manager.</p> <h3>A new avenue to capitalize on shifting ad budgets</h3> <p>According to Google, "Already this year, among the Google Preferred campaigns we measured, 75% drove lifts in consideration and 61% drove lifts in favorability. Google Preferred is driving results later in the consumer journey, too: it raised purchase intent in two-thirds of campaigns."</p> <p>With results like that, it's no surprise that some brands are investing more heavily in their YouTube ads.</p> <p>Just last week, <a href="http://www.wsj.com/article_email/interpublic-to-shift-250-million-in-tv-ad-spending-to-youtube-1462359623-lMyQjAxMTE2NzA0NDEwMjQ2Wj">news broke</a> that Interpublic's Magna Global had signed a deal with Google that entailed shifting $250m of its television ad spend to YouTube through Google Preferred.</p> <p>While still a single-digit percentage of what Magna Global spends on ads every year, the agreement marked YouTube's biggest upfront deal to date and demonstrates that brands and their ad buyers are increasingly comfortable with online video ads.</p> <p>Over time, Breakout Videos could help Google acquire an even bigger slice of the pie.</p> <p>That's because while the channels that are part of Google Preferred generate a considerable amount of its most desirable ad inventory, viral hits can come out of nowhere.</p> <p>For instance, according to video performance analytics firm Visible Measures, within the first 40 days, Harlem Shake videos <a href="http://www.visiblemeasures.com/2013/04/04/the-harlem-shake-hits-1-billion-views/">had generated over 1bn views</a>.</p> <p><iframe src="https://www.youtube.com/embed/8f7wj_RcqYk?wmode=transparent" width="560" height="315"></iframe></p> <p>Such viral hits represent a great opportunity for YouTube advertisers, but making the most out of these trends while they're smoking hot is not always easy for brands.</p> <p>If Google has its way, Preferred Breakout Videos will change that, ensuring that fast-moving brands can piggyback on the next Harlem Shake before the world comes to its senses.</p> tag:www.econsultancy.com,2008:TrainingDate/2956 2016-05-11T10:38:02+01:00 2016-05-11T10:38:02+01:00 Content Marketing for Web, Mobile and Social Media - Malaysia <p>Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective in 2015 and beyond, you will need to provide content that's useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content. </p> <p>The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 3-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.</p> tag:www.econsultancy.com,2008:BlogPost/67821 2016-05-09T09:56:00+01:00 2016-05-09T09:56:00+01:00 Social Quarterly Report Q2: The five video trends to watch Nikki Gilliland <p>From YouTube collaborations to sponsored Snapchats, there are many opportunities for brands to utilise this innovative medium. </p> <p>Taken from our most recent <a href="https://econsultancy.com/reports/social-quarterly-q2-2016/">Social Quarterly 2016</a>, here are some of the biggest visual trends for social this year.</p> <p>For a quick summary of what the Social Quarterly entails, watch this short video with Econsultancy analyst Sophie Hawker.</p> <p><iframe src="https://www.youtube.com/embed/GBkz9ExDEkw?wmode=transparent" width="560" height="315"></iframe></p> <h3>1. Now gone in 60 seconds</h3> <p>Instagram is no longer reserved for the #nofilter humble brag.</p> <p>The platform has long supported videos as well as photos, but up until recently there was a restriction of just 15 seconds.</p> <p>With the recent increase to 60 seconds, Instagram has now expanded the potential for <a href="https://econsultancy.com/blog/67684-instagram-s-new-60-second-video-limit-five-things-brands-need-to-know/">video marketing</a> on its channel.</p> <p>From behind the scenes of <a href="http://www.refinery29.com/2016/03/107120/selena-gomez-debuts-60-second-instagram-videos">music shoots</a> to mini make-up tutorials, these bitesize clips will allow users and brands alike to invest more time building their presence on the platform as well as an overall social strategy for video.</p> <p><img src="https://assets.econsultancy.com/images/0007/4702/Instagram.jpg" alt="" width="710" height="472"></p> <h3>2. (Don’t) skip in five seconds </h3> <p>In a recent analysis of 56 case studies, it was shown that YouTube advertising delivered higher ROI than television.</p> <p>With brands like Mars UK and Danone seeing at least double the ROI on YouTube, further investment in ads created specifically for the platform seems likely.</p> <p>What’s more, with the amount of hours people spend watching YouTube consistently on the rise, the platform could even dominate traditional television as a whole.</p> <p><img src="https://assets.econsultancy.com/images/0007/4704/YouTube.PNG" alt="" width="582" height="561"></p> <h3>3. Location location location</h3> <p>Snapchat’s filters remain one of the most popular features of its platform. Now, both regular users and brands can create and upload location-based filters.</p> <p>Whether a tourist attraction or a neighbourhood coffee shop, this is great news for businesses that want to create extra hype or attract a younger audience.</p> <p><img src="https://assets.econsultancy.com/images/0007/4714/Snapchat.PNG" alt="" width="586" height="418"></p> <h3>4. Power of the YouTube generation</h3> <p>Advertising is not the only reason for brands to use YouTube.</p> <p>It was recently reported that 30% of parents would spend more on an item of clothing for their child if it had been endorsed or promoted by <a href="https://econsultancy.com/reports/the-rise-of-influencers/">an influencer</a>. </p> <p>With the likes of Alfie Deyes and Marcus Butler garnering upwards of 5m subscribers on their main channels alone, and even releasing their very own lines of merchandise, there is no doubting the selling power of YouTube favourites.</p> <p><img src="https://assets.econsultancy.com/images/0007/4709/Influencers.PNG" alt="" width="666" height="451"></p> <h3>5. Move over QVC</h3> <p>Home shopping channels have always had a rather gaudy reputation, however Amazon’s recent foray into television is looking to break the mould.</p> <p>Broadcast free for all viewers, ‘Style Code Live’ was the brand’s attempt to merge the shopping and streaming experience into one. </p> <p><a href="http://www.forbes.com/sites/paularosenblum/2016/03/09/amazons-style-code-live-tv-show-a-new-idea-whose-time-has-past/#3becfcde506f">Reviews</a> have been mixed to say the least, however it certainly signals a shift in the way brands are beginning to communicate with customers.</p> <p><img src="https://assets.econsultancy.com/images/0007/4708/Style_Code_Live.PNG" alt="" width="750" height="417"></p> <p><strong>For more insight into the world of social, download the <a href="https://econsultancy.com/reports/social-quarterly-q2-2016/">Social Quarterly Q2 2016</a>.</strong></p> tag:www.econsultancy.com,2008:BlogPost/67808 2016-05-05T09:54:00+01:00 2016-05-05T09:54:00+01:00 10 pioneering examples of brands using Facebook Live Ben Davis <h3>Airbnb and Disney</h3> <p>Airbnb's big campaign, <a href="https://econsultancy.com/blog/67766-10-examples-of-great-travel-marketing-campaigns/">Live There</a>, has seen it partner with Disney on The Jungle Book.</p> <p>As part of this partnership The Jungle Book's Facebook page livestreamed interviews from the red carpet at the premiere, where Airbnb had built a treehouse for the occasion.</p> <p>With platforms such as Facebook Live, YouTube and Periscope making it easier to find an audience for live video, exclusive events like this (featuring celebrities) are an obvious draw.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FDisneyJungleBook%2Fvideos%2Fvb.151505938209071%2F1511168412242810%2F%3Ftype%3D3&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>Chevrolet</h3> <p>Chevy's new electric car was teased at CES back in January 2016.</p> <p>Product launches are a great use case for livestreaming, where super fans can get the scoop before anyone else.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fchevrolet%2Fvideos%2Fvb.77589292295%2F10153831975917296%2F%3Ftype%3D3&amp;show_text=0&amp;width=560" width="560" height="315"></iframe>  </p> <h3>BuzzFeed</h3> <p>BuzzFeed has captured the most notoriety with Facebook Live so far, stretching rubber bands over a watermelon until it eventually burst.</p> <p>As you'd expect from the master of clickbait, this idea was weirdly engaging, playing perfectly to the unpredictable nature of live video.</p> <p>As <a href="https://www.buzzfeed.com/tasneemnashrulla/we-blew-up-a-watermelon-and-everyone-lost-their-freaking-min?utm_term=.cw30YA8A6#.dyploDeDX">BuzzFeed's own reporting</a> explains, many people tuned in for 40 minutes without quite realising it.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FBuzzFeed%2Fvideos%2Fvb.21898300328%2F10154535206385329%2F%3Ftype%3D3&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>The Met</h3> <p>The Metropolitan Museum of Art in New York has used Facebook Live a handful of times already.</p> <p>From an informal tour of the museum from Fifth Avenue, to <a href="https://www.facebook.com/metmuseum/videos/10153649689112635/">live openings</a> (Cornelia Parker's new work on the garden roof), to more involved exhibition previews, The Met's early experiments with Live show impressive willing.</p> <p>The video below shows “Pergamon and the Hellenistic Kingdoms of the Ancient World”, previewed with one of the exhibition’s curators and graphic designers.</p> <p>The broadcast went out four days before the exhibition opening and in three weeks to writing has had 52,000 views and 1,200 shares.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fmetmuseum%2Fvideos%2Fvb.6296252634%2F10153641130792635%2F%3Ftype%3D3&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>Benefit </h3> <p>Benefit goes live every week showcasing 'Tipsy Tricks'.</p> <p>Advice on makeup is delivered under the influence (only very slightly). Of course, Live videos can be promoted once they're finished, and they live on like any other Facebook video upload.</p> <p>So, for brands willing to fly by the seat of their pants, Facebook Live can add some interesting jeopardy to weekly features.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fbenefitcosmetics%2Fvideos%2Fvb.48879913147%2F10153509745623148%2F%3Ftype%3D3&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>Dunkin' Donuts</h3> <p>A tour of the Dunkin' Donuts test kitchen culminating in the construction of a donut wedding cake was streamed live via Facebook.</p> <p>As far as I can see, there's been no further experimentation with the tool in the three months since.</p> <p>Understandably, continuing livestreaming in BAU requires an already solid commitment to video and enough interesting content to keep people hooked.</p> <p>This is a fairly difficult proposition for a donut brand, compared to a broadcaster like WWE or Sky. Having said that, 36,000 views is not too shabby.</p> <p><em>Embedding was not available but you can click through from the screenshot below.</em></p> <p><a href="https://www.facebook.com/DunkinDonutsUS/videos/10154465505323238/"><img src="https://assets.econsultancy.com/images/0007/4608/Screen_Shot_2016-05-04_at_13.45.08.png" alt="facebook live" width="450" height="181"></a></p> <h3>EA Sports Madden NFL</h3> <p>Madden NFL broadcast live from the NFL draft on April 30th this year.</p> <p>Big sporting events are bound to be a major use - if not <em>the</em> major use - of livestreaming.</p> <p>As we know, Twitter already has a deal to stream NFL games this year.</p> <p><em>Click to view.</em></p> <p><a href="https://www.facebook.com/EASportsMaddenNFL/videos/10154128680328756/"><img src="https://assets.econsultancy.com/images/0007/4617/Screen_Shot_2016-05-04_at_16.41.37.png" alt="madden live" width="500" height="191"></a></p> <h3>Target</h3> <p>Target helped shoot Gwen Stefani's new video, which went out live on CBS in February 2016.</p> <p>Before the broadcast the retailer used Facebook Live to show some behind-the-scenes footage.</p> <p>The footage isn't particularly interesting and most of the comments are unrelated Target complaints. Clickthrough below, if you'd like.</p> <p>The brand is also showcasing some design partnerships with Live, but I couldn't find them on the page, suggesting they may have been taken down.</p> <p><a href="https://www.facebook.com/target/videos/10154010847338120/"><img src="https://assets.econsultancy.com/images/0007/4616/Screen_Shot_2016-05-04_at_16.22.20.png" alt="target facebook live" width="500" height="367"></a></p> <h3>Assorted broadcasters</h3> <p>UFC, the BBC's Match of the Day and Sky's Soccer AM have all used Facebook Live to create additional teaser content.</p> <p>WWE is perhaps one of the most high profile experimenters.</p> <p>A whopping 3m have watched Shane McMahon deliver an elbow drop (see comments for much debate on quality of elbow drop).</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fwwe%2Fvideos%2Fvb.7175346442%2F10153653252366443%2F%3Ftype%3D3&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p>It's clear that Facebook Live will afford great visibility for early-adopting brands. The challenge, like everything on social, is how to make it more than just a plea for love from followers.</p> <p>For more on livestreaming, see the following articles:</p> <ul> <li><a href="https://econsultancy.com/blog/66564-how-brands-can-use-periscope-and-meerkat/">How brands can use Periscope and Meerkat</a></li> <li><a href="https://econsultancy.com/blog/67712-seven-helpful-tips-for-livestreaming-success/">Seven helpful tips for livestreaming success</a></li> <li><a href="https://econsultancy.com/blog/67603-what-marketers-need-to-know-about-facebook-s-livestreaming-push/">What marketers need to know about Facebook's livestreaming push</a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/67790 2016-05-03T15:09:34+01:00 2016-05-03T15:09:34+01:00 10 of the best social stories & campaigns from April 2016 Andrew Chrysostom <h3>1. Facebook Messenger Codes</h3> <p>Of course, we kick off with Facebook’s F8 conference.</p> <p>Our own Patricio Robles touched on the <a href="https://econsultancy.com/blog/67743-the-five-announcements-from-facebook-s-f8-conference-that-you-need-to-know-about/">biggest developments from this year</a>, and Econsultancy co-founder Ashley Friedlein wrote on the impact that the evolution of Facebook Messenger would have on <a href="https://econsultancy.com/blog/67767-will-conversational-marketing-become-a-reality-in-2016/">conversational marketing</a>. </p> <p>Naturally we jumped on board with our shiny new Facebook Messenger Code, which allows users to <a href="https://www.facebook.com/business/news/find-and-contact-businesses-on-messenger">interact directly with brands</a> by scanning a code via Facebook messenger.</p> <p>Needless to say the first interaction came within minutes from a community manager, which led to this inevitable exchange. </p> <p><img src="https://assets.econsultancy.com/images/0007/4356/FB_messenger_gifs.jpg" alt="" width="842" height="960"></p> <h3>2. The addition of group calling from Facebook Messenger</h3> <p>As well as this, the global roll out of a new feature which will enable group calling in messenger was announced – which could easily be dismissed as playing catch-up with Skype’s mobile app. </p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fdavidm%2Fposts%2F10156931345975195&amp;width=500" width="500" height="617"></iframe></p> <p>Another new focus was that of live streaming, an area which Facebook has been growing for some time.</p> <p>With the rise of apps such as Periscope this wasn’t a great surprise, but with a more diverse audience the content opportunities are exponentially larger.  </p> <p>An example of this would be Cheddar, a Facebook-only broadcast channel that comes live from the NY Stock Exchange.</p> <h3>3. #GayTurtle</h3> <p>Amnesty International has launched a campaign with the intent of highlighting the absurdity of homophobia. </p> <p>The three-minute video shows a series of customers enquiring about buying a turtle, with several seeming to form a bond with the little reptile.</p> <p>After a short time, the shop owner reveals the turtle is in fact gay which leads to negative reactions from the customers. </p> <p><iframe src="https://www.youtube.com/embed/8VY457e5Hgg?wmode=transparent" width="560" height="315"></iframe></p> <p>A clever way of breaking a new hashtag into the LGBT conversations on twitter, which also highlights the problem of a rise in homophobia globally.</p> <h3>4. Unfollow Trump</h3> <p>From increasing awareness to decreasing awareness. Four agency creatives have got together with the aim of dismantling Donald Trump’s social reach, one follower at a time. </p> <p>The <a href="http://www.unfollow-trump.com/">website</a> opens with the statement “When you passively follow @realDonaldTrump, you're actively following Donald Trump”, and urges Twitter users to end any association with the Republican frontrunner’s social activities.</p> <p>It then offers the user the opportunity to directly unfollow from their site. </p> <p><img src="https://assets.econsultancy.com/images/0007/4362/unfollow_trump.png" alt="" width="640" height="379"></p> <p>While there may not be a huge dent in ‘The Donald's’ followers, it opens up an opportunity to discourage the politics of outrage on social media, inevitably leading to the message’s organic reach exploding.</p> <p>Surely #HopOffHopkins can’t be far behind...</p> <h3>5. Stop hammer time</h3> <p>Don’t worry, the year is still 2016 but M.C. Hammer has parachuted back onto our screens*. </p> <p>Combining traditional television advertising with custom social responses (not unlike this brilliant <a href="https://www.youtube.com/playlist?list=PL484F058C3EAF7FA6">2010 campaign from Old Spice</a>). </p> <p>The ‘Can’t touch this’ star implores people to literally stop ‘hammer time’ by using 3M’s command strip products, which hang pictures without the use of nail.</p> <p>A laboured pun, perhaps – but for a brand with relatively low awareness that isn’t shy of its own gaffes on social, it’s sure to gain attention. </p> <p><iframe src="https://www.youtube.com/embed/EPUbr4LGfmQ?wmode=transparent" width="560" height="315"></iframe></p> <p>3M is also combining this with a live event at New York’s Grand Central Station where the public will have the opportunity to record lip sync videos with the ‘90s star.</p> <p>A sure-fire way to send user generated content across social networks.</p> <p>(*Pun fully intended)</p> <h3>6. #LoveAtFirstTaste</h3> <p>The link between food and love is something that marketing has exploited since the days of Häagen-Dazs. </p> <p>Jumping on the popularity of the foodie millennial trend, Knorr has started a campaign focusing on the role that food plays on a first date. </p> <p><iframe src="https://www.youtube.com/embed/xwx7NnPQ44U?wmode=transparent" width="560" height="315"></iframe></p> <p>Using a combination of video, a simple Twitter card, a promoted trend and an online quiz the campaign ultimately raises brand awareness.</p> <p>Needless to say, it got me spot on.</p> <p><img src="https://assets.econsultancy.com/images/0007/4361/knorr.png" alt="" width="640" height="290"></p> <p>The curious part is the relatively large budget which would have gone into a campaign like this given <a href="https://twitter.com/knorr">@knorr</a>’s following of just under 3,000 (at time of writing). </p> <h3>7. Twitter makes DMing easier</h3> <p>Eagle-eyed Twitter users will have noticed a new button pop up on Tweets appearing on their phone.</p> <p>This DM button enables you to directly share that Tweet to another user via direct message.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The new Message button makes it even easier to send Tweets privately to friends: <a href="https://t.co/S3LMsTqW9l">https://t.co/S3LMsTqW9l</a> <a href="https://t.co/HEdCxSn9RA">pic.twitter.com/HEdCxSn9RA</a></p> — Twitter (@twitter) <a href="https://twitter.com/twitter/status/717389486921949184">April 5, 2016</a> </blockquote> <p>While the ability to share tweets to another user has been around for a while, the addition of the button shows Twitter’s ambitions to take on messaging apps which focus on rich media, such as Snapchat.</p> <p>With direct messaging on Twitter rising around 60% last year it’s clear that the company is eager to focus on the ‘<a href="https://econsultancy.com/blog/67711-is-twitter-becoming-a-dark-social-channel/">dark social</a>’ aspect of the service.</p> <h3>8. Buying video ads on Facebook just became easier</h3> <p>With an estimated 100m hours of video watched on Facebook each day, it’s easy to see why the network is <a href="https://www.facebook.com/business/news/building-video-for-mobile-feed">taking steps</a> to make it easier for brands to move away from its traditional advertising offerings.</p> <p>Purchasing adverts on Facebook and targeting them has become even more efficient with the implementation of TRP (target rating points) buying. </p> <p>It essentially uses DMAs (US Nielsen-designated market areas) that show which type of users are likely to be watching different genres of television programming, and at which times. </p> <p><img src="https://assets.econsultancy.com/images/0007/4359/FB_video_ad_finish.png" alt="" width="725" height="429"></p> <p>This means if you’re a gaming brand looking to target an audience likely to watch Game of Thrones, you can ensure that your video advertising will appear during the four-hour block surrounding the air time of the show.</p> <p>At the moment this is only available in the US, but is sure to roll out across other markets soon.</p> <h3>9. Twitter might hit the panic button</h3> <p>Twitter’s Q1 earnings report was released, showing a year-on-year growth of 36% in earnings.</p> <p>While that sounds good it should be noticed that it regards this figure at the ‘low end’ of its expectations. </p> <p>With growth in advertising on the wane, we can expect the next three months to be focused on new ways of generating ad revenue (as already seen with the <a href="https://econsultancy.com/blog/67710-twitter-s-nfl-deal-five-questions-we-re-asking/">new NFL rights deal</a>).</p> <p>Anticipate a wider offering of analytics tools which will make it easier for brands to measure the effectiveness of their advertising.</p> <h3>10. Kellogg’s is warming up for the Olympics</h3> <p>Kellogg’s is beginning its <a href="https://twitter.com/hashtag/GreatStarts?src=hash">#GreatStarts</a> campaign 100 days before the Olympics is due to start.</p> <p>As part of the promotion of Team GB, Kellogg's will be using brand ambassadors Louis Smith, Rebecca Adlington and Sir Steve Redgrave.</p> <p><iframe src="https://www.youtube.com/embed/alZP9XFBX3A?wmode=transparent" width="560" height="315"></iframe></p> <p>The idea behind the campaign is to encourage people to share their tips for a ‘great start’ to the morning.</p> <p>At the moment it seems like the creative focuses around recreating famous scenes of bad mornings from movies (Home Alone, Bridget Jones’ Diary etc.) </p> <p>Given that this campaign will be running for the next eight months we can expect a lot more in the near future. </p> tag:www.econsultancy.com,2008:BlogPost/67748 2016-04-28T11:00:42+01:00 2016-04-28T11:00:42+01:00 Three ways marketers can benefit from the drone revolution Patricio Robles <h3>1. Drones allow marketers to provide new perspectives</h3> <p>Drone technology literally gives marketers the ability to create compelling audiovisual content that offers perspectives never before possible, or only possible at significant cost and thus only available to marketers with significant budgets. </p> <p>The ability for even the smallest of businesses to take advantage of drone imagery is exemplified by Captain Dave Anderson, who runs Capt. Dave's Dolphin &amp; Whale Watching Safari in Dana Point, California.</p> <p>One of his drone videos of dolphins has racked up nearly 12m views on YouTube.</p> <p><iframe src="https://www.youtube.com/embed/Bo_f8mV5khg?wmode=transparent" width="560" height="315"></iframe></p> <p>While drones are becoming both more affordable and usable, even marketers without drones of their own can incorporate drone content into their campaigns as drone-captured photos and videos can increasingly be found on <a href="https://econsultancy.com/blog/2515-stock-photography-resources-and-tips">stock photo</a> and video services.</p> <h3>2. They speed time-to-market </h3> <p>Because drones are now widely available and can be put to use with little hassle, marketers are able to add new perspectives to their campaigns without suffering long delays.</p> <p>Increasingly, specialist skills aren't even required for certain applications.</p> <p>"Recently some of the sophisticated capabilities have gotten cheap and easy to use,"  Timothy Reuter, founder of the largest drone club in the US, <a href="http://www.cnn.com/2014/05/22/tech/innovation/drone-uav-photography/">told CNN</a> in 2014.</p> <blockquote> <p>The difference between the professional and hobbyist tools isn't that big anymore - that's part of the revolution.</p> </blockquote> <h3>3. The sky is now the limit when it comes to creativity</h3> <p>The new perspectives marketers can take advantage of coupled with quick time-to-market means that rapid experimentation is possible.</p> <p>Marketers can now exercise a great deal of creativity when employing drones to create content.</p> <p>But the most creative marketing-related drone applications aren't about content.</p> <p>Some trailblazing marketers are also putting drones to use in more cutting-edge ways. Drones are being used to deliver aerial advertising in a new, less costly fashion.</p> <p><iframe src="https://www.youtube.com/embed/0rUVmAbc4jw?wmode=transparent" width="560" height="315"></iframe></p> <p>And Camisaria Colombo, a Colombian clothier, even used drones to fly mannequins alongside buildings in Vila Olimpia, Sao Paulo's business district, to market its wares to businessmen.</p> <p><iframe src="https://www.youtube.com/embed/QeU4rlgmV8M?wmode=transparent" width="560" height="315"></iframe></p> <p>There are creative non-consumer-facing applications for drones too.</p> <p>Just as brick and mortar businesses are increasingly adopting technologies <a href="https://econsultancy.com/blog/64277-how-to-use-free-wi-fi-for-social-marketing-and-analytics/">like WiFi tracking to monitor customers in-store</a>, drones can be used to gather data that marketers can analyze to develop actionable business insights.  </p> <p>Obviously, regulation of how drones are used could add red tape that makes it more difficult for marketers to use drones across all of these applications.</p> <p>But the general consensus is that drones are here to stay, so in the coming year expect to see more marketers flying high.</p> tag:www.econsultancy.com,2008:BlogPost/67783 2016-04-26T10:05:32+01:00 2016-04-26T10:05:32+01:00 Five key findings for marketers from Ofcom's media report Ben Davis <h3>51% of searchers can't spot a paid listing</h3> <p style="font-weight: normal;">One of the most notable findings from the report was picked up by a variety of news outlets, including the FT.</p> <p style="font-weight: normal;">Half of search engine users (51%) were unable to correctly identify <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">adverts or sponsored links</a> in search engine results.</p> <p style="font-weight: normal;">The overall understanding of organic search results was mixed, with some respondents trusting Google implicitly.</p> <ul> <li>18% of searchers think that if a website has been listed it must be accurate and unbiased.</li> <li>12% say they have not thought about it.</li> <li>8% say they do not know.</li> </ul> <p style="font-weight: normal;">Perhaps surprisingly, it was respondents from the 25-34 age group that were most likely to give an incorrect response to this question.</p> <h3>Website and app usage has become less diverse</h3> <p>One in five (21%) internet users say they used lots of websites or apps that they haven’t used before in 2015. This was down four percentage points since 2014.</p> <p>Most weeks, internet users are now more likely (than 2014) to only use websites or apps that they have used before (42% in 2015, 31% in 2014).</p> <p>If apps like Facebook are pushing out other sources and becoming 'intermediaries', as the report puts it, discoverability mechanisms become more important.</p> <p><img src="https://assets.econsultancy.com/images/0007/4277/Screen_Shot_2016-04-25_at_13.06.11.png" alt="app usage" width="615"></p> <h3>There's no stopping video</h3> <p>78% of users have ever watched a short video clip online, up from 73% in 2014.</p> <p>There's a big increase in those watching weekly, from 39% in 2014 to 48% in 2015.</p> <p>This revolution is mobile, too, with video clips most commonly watched on a smartphone, particularly among younger adults. </p> <p><img src="https://assets.econsultancy.com/images/0007/4279/Screen_Shot_2016-04-25_at_13.59.55.png" alt="video" width="615"> </p> <h3>The majority favour laptop/PC for ecommerce</h3> <p>The propotion of internet users shopping online on a weekly basis is up from 25% in 2013 and 2014 to 30% in 2015.</p> <p>However, ecommerce lags behind other activities when it comes to mobile.</p> <p>37% of internet users preferred online shopping via a laptop and 18% on PC (55% combined), with less a quarter (24%) preferring a smartphone.</p> <p>This, despite many retailers <a href="https://econsultancy.com/blog/66543-50-fascinating-stats-about-mobile-commerce-in-the-uk-2015/">seeing more mobile traffic</a>, shows users perhaps don't like the UX of converting on smartphone.</p> <p><img src="https://assets.econsultancy.com/images/0007/4280/Screen_Shot_2016-04-25_at_13.59.02.png" alt="device for ecommerce" width="615"></p> <h3>Proportion of internet users on PC/laptop down to 2010 levels</h3> <p>The chart below illustrates the shift from 'computers' to smartphone and tablet for accessing the internet.</p> <p>In 2015, 71% had used a computer to get online, this was down from 81% in 2014 (and was only just above the 69% in 2010).</p> <p>When Ofcom looked further into this question, there showed a considerable rise (from 6% in 2014 to 16% in 2015) in the proportion of adults who <strong>only</strong> use smartphones or tablets to go online.</p> <p>These mobile-only users were more likely to be young or in DE households (semi-skilled &amp; unskilled manual occupations, unemployed and lowest grade occupations).</p> <p>The report highlights implications for usability, as smartphones may hamper or preclude certain activities e.g. word processing.</p> <p><img src="https://assets.econsultancy.com/images/0007/4276/Screen_Shot_2016-04-25_at_13.05.19.png" alt="devices used to go online" width="615"></p> <h3>Is media diversification a polarising force?</h3> <p>Ending on a pertinent note, I'll quote the report.</p> <blockquote> <p>There is increasing polarity between different age groups in terms of communications activity.</p> <p>Whereas 25 years ago, all age groups shared just two common means of communication – landlines and letters – the landscape is now considerably more varied, and there is a risk that common means of communication that cut across demographics are becoming increasingly rare, with implications for social connectivity and information-sharing.</p> </blockquote> <p><a href="https://econsultancy.com/reports/internet-statistics-compendium/"><em>For more stats, see Econsultancy's Internet Statistics Compendium.</em></a></p> tag:www.econsultancy.com,2008:BlogPost/67743 2016-04-15T14:14:27+01:00 2016-04-15T14:14:27+01:00 The five announcements from Facebook's F8 conference that you need to know about Patricio Robles <h3>Messenger Platform</h3> <p><a href="https://econsultancy.com/blog/67551-private-messaging-is-social-s-next-big-ad-frontier">Private messaging is social's next big ad frontier</a> and talk of <a href="https://econsultancy.com/blog/66234-is-facebook-about-to-open-messenger-to-content-producers-brands">Facebook opening its Messenger app to brands</a> has been circling for more than a year.</p> <p>One of the biggest announcements at the F8 conference was <a href="http://newsroom.fb.com/news/2016/04/messenger-platform-at-f8/">the beta launch of Messenger Platform</a>, which allows third parties to develop <a href="https://econsultancy.com/blog/67697-does-the-rise-of-messaging-apps-mean-brands-need-a-bot-strategy">bots</a> that interact with Messenger's 900m users. </p> <p><img src="https://assets.econsultancy.com/images/0007/3950/how-to-search-for-bots-on-messenger.jpeg" alt="" width="249" height="483"></p> <p>According to David Marcus, Facebook's VP of Messaging Products...</p> <blockquote> <p>Bots can provide anything from automated subscription content like weather and traffic updates, to customized communications like receipts, shipping notifications, and live automated messages all by interacting directly with the people who want to get them.</p> </blockquote> <p>Facebook has created a number of discovery tools to help users find bots that may be of interest to them, and users will have the ability to block communications that are unwanted.</p> <p>Facebook says it has established strict review and oversight policies to ensure that brands don't abuse its <a href="https://messengerplatform.fb.com/">Messenger Platform</a>.</p> <h3>Facebook Live API</h3> <p><a href="https://econsultancy.com/blog/67712-seven-helpful-tips-for-livestreaming-success">Livestreaming</a> is the subject of a lot of buzz today, and Facebook believes that it's a meaningful trend.</p> <p>The social network <a href="https://econsultancy.com/blog/67603-what-marketers-need-to-know-about-facebook-s-livestreaming-push">is pushing to be a livestreaming leader</a>, so it's no surprise that Facebook has built a Live API, which <a href="https://media.fb.com/2016/04/12/introducing-the-facebook-live-api/">it unveiled at F8</a>.</p> <p>Thanks to the Live API, publishers wanting to broadcast directly to Facebook can work with Facebook's Media Solutions partners, and access advanced capabilities, such as the ability to mix multiple video and audio sources and to combine the Live API with Facebook's Graph API to access live video comments, reactions, and mentions in real-time.</p> <p>According to Facebook, "You can use this information to reflect viewer engagement in real time and create on-screen graphics that show live poll results, analyze comments, and enable comment moderation."</p> <p>The Live API will also allow hardware manufacturers to integrate with Facebook Live.</p> <p>Already, a number of camera manufacturers have taken advantage of this, and drone manufacturer DJI has integrated its GO app with Facebook's Live API so that drone pilots can stream their flights.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/3955/facebooklivedrone-blog-flyer.jpg" alt="" width="470" height="264"></p> <h3>Account Kit</h3> <p>Use of <a href="https://econsultancy.com/blog/66711-social-login-adoption-grows-despite-privacy-concerns">social login</a> has grown significantly in recent years and Facebook is aiming to make it even easier for consumers to access third-party apps with <a href="https://developers.facebook.com/blog/post/2016/04/12/grow-your-app-with-account-kit/">Account Kit</a>, a new tool that allows individuals to sign in with just a phone number or email address, even if they don't have a Facebook account.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/3956/12995596_1709301726022225_16641357_n-blog-flyer.png" alt="" width="470" height="299"></p> <p>Account Kit gives app owners the ability to customize UI and access analytics.</p> <p>Facebook also offers a backup notification option for users of its social network, which it says can help conversions...</p> <blockquote> <p>If a person chooses to sign into your app using their phone number, but doesn't receive an SMS, but does have a Facebook account, they can choose to receive a Facebook notification to complete the login process.</p> <p>We built this backup option to help increase your conversion rate by making sure people have more ways to log in if needed.</p> </blockquote> <p><a href="https://developers.facebook.com/docs/case-studies/saavn">According to</a> Facebook, music streaming app Saavn saw its daily signups grow by 33% within two months of adopting Account Kit. </p> <h3>New Sharing Tools</h3> <p><img src="https://assets.econsultancy.com/images/0007/3957/facebooksave.jpg" alt="" width="236" height="452"></p> <p><a href="https://econsultancy.com/blog/67733-the-facebook-context-collapse-how-decline-in-personal-sharing-might-affect-brands">Facebook is fighting "context collapse"</a> and to encourage more sharing, the company released a number of new sharing tools at F8.</p> <p>These include:</p> <ul> <li> <strong>Quote Sharing</strong>, which allows Facebook users to more easily share quotes they like from websites and apps.</li> <li> <strong>Hashtag Sharing</strong>, which gives users the ability to add a hashtag to content they share from apps.</li> <li>A <strong>Save Button</strong> that extends Facebook's Save functionality to third-party sites that integrate it.</li> </ul> <p>Additionally, Facebook has released <a href="https://developers.facebook.com/docs/sharing/insights">Sharing Insights</a> and an improved Sharing Debugger to help publishers better track sharing activity and manage their sharing integrations.</p> <h3>Rights Manager</h3> <p>Facebook's rise as an online video powerhouse is a double-edged sword for content owners which are increasingly grappling with copyright infringment issues on the world's largest social network.</p> <p>In an effort to address this, Facebook created <a href="https://rightsmanager.fb.com/">Rights Manager</a>, an online tool that gives content owners the ability to upload a reference library of their content, along with associated rules, so that possible violations can be identified and reported more efficiently.</p> <p>Content owners can apply for access to Rights Manager. Currently, Facebook says it is providing access based on need.</p>