tag:www.econsultancy.com,2008:/topics/video Latest Video content from Econsultancy 2016-12-09T12:57:00+00:00 tag:www.econsultancy.com,2008:BlogPost/68623 2016-12-09T12:57:00+00:00 2016-12-09T12:57:00+00:00 10 juicy digital marketing stats from this week Nikki Gilliland <p>Don't forget to download the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for further insight.</p> <p>Now, let's get straight to it.</p> <h3>British retail to gain a boost from ‘fly-in’ shoppers</h3> <p>According to lastminute.com, London stores are set to get a big boost from Spanish and Italian travellers this weekend, with many taking the opportunity to shop while travelling during Europe’s Immaculate Conception public holiday. </p> <p>Data suggests that that 11% of Spaniards and 10% of Italians that booked to travel through the site will arrive in London this weekend.</p> <p>Combined with the weak pound, this makes the UK capital the top destination for international shoppers.</p> <h3>Emails proven to be effective for prompting purchases after abandonment</h3> <p>Abandoned-basket emails are key to encouraging consumers to complete a transaction according to Experian’s Q3 Email Benchmark Report.</p> <p>It found that customers who receive multiple abandonment emails are 2.4 times more likely to complete a transaction than customers who receive only one.</p> <p><img src="https://assets.econsultancy.com/images/0008/2285/Experian_Report.jpg" alt="" width="600" height="441"></p> <h3>75% of retailers aren’t listening to customer feedback</h3> <p>According to the latest research from eCommera, there is an increasing gap between retailers’ perceptions of the customer experience and the actual reality. </p> <p>In interviews with 500 European retailers, 99% claimed to measure customer loyalty, but only 25% said they use customer feedback to do so. Instead, the majority rely on the number or value of purchases.</p> <p>Large businesses in particular appear to be failing here, with retailers that have a turnover of over £500m per annum claiming 38% of customers are ‘loyal’.</p> <h3>Eight in ten consumers find misleading business info from search</h3> <p>A new survey from Yext has revealed how critical inaccuracies in online business data is misleading consumers.</p> <p>In a survey of 2,000 consumers, eight in ten reported encountering incorrect information about a business when searching online, with 43% of consumers saying that this was not a rare occurrence.</p> <p>The research also found 65% of large UK businesses have incorrect addresses listed online, with 33% listing incorrect phone numbers. </p> <h3>Over half of minority groups feel under-represented in UK ads</h3> <p>The ‘Reflecting Modern Britain’ report by Lloyds has discovered that just 47% of consumers in the UK feel accurately portrayed in advertising.</p> <p>With just 19% of people featured in ads coming from minority groups, there still appears to be a lack of fair representation in the media.</p> <p>The report shows that, while disabled people represent 17.9% of the population, just 0.06% feature in the ads included in the study. </p> <p>Similarly, 0.29% of single parents feature in ads, despite the fact that they make up 25% of the population.</p> <p>Lastly, 35% of survey respondents feel the Asian community did not feature enough in ads, and 31% thought mixed race people were under-represented.</p> <p><img src="https://assets.econsultancy.com/images/0008/2286/Lloyds_study.jpg" alt="" width="740" height="511"></p> <h3>Local businesses prefer to advertise on Facebook </h3> <p>A new report by Borrell Associates has found that local businesses favour Facebook over any other social media platform to advertise.</p> <p>In a survey of 7,564 US businesses that had recently purchased local advertising, 84% now have a social media presence - a figure up from just 57% in 2011.</p> <p>From this percentage, 96% are on Facebook, with 80% having their own Facebook page and 62% buying Facebook ads.</p> <p>Just 51% of local businesses on social media have a Twitter account and 34% use Instagram.</p> <h3>31% of consumers use smartphones to click-through and buy from email </h3> <p>The DMA’s Consumer Email Tracker 2016 report has found that email remains the most-used medium for reaching consumers.</p> <p>Furthermore, 51% of consumers access emails with a smartphone. This percentage also rises to 69% for younger respondents, meaning that smartphones have overtaken desktop as the primary way for young people to access email.</p> <p>The report also found that 41% of millennials have two email addresses, with one often used as a ‘ghost’ account to screen marketing messages.</p> <p><img src="https://assets.econsultancy.com/images/0008/2287/Millennial_emails.jpg" alt="" width="560" height="750"></p> <h3>‘Chewbacca Mom’ is the most viewed Facebook Live video of 2016</h3> <p>It’s that time of year again, when brands look back at the biggest and most talked-about moments of the year.</p> <p>Facebook has just revealed the top ten most viewed Facebook Live videos, with ‘Chewbacca Mom’ taking the top spot.</p> <p>The top five include:</p> <ol> <li>Candace Payne: <a href="https://www.facebook.com/candaceSpayne/videos/10209653193067040/">Chewbacca Mom</a> </li> <li>Ted Yoder: <a href="https://www.facebook.com/tedyoder/videos/10153787061705895/">Soundscapes</a> </li> <li>Buzzfeed: <a href="https://www.facebook.com/BuzzFeed/videos/10155300775200329/">Countdown to the next presidential election</a> </li> <li>Atlanta Buzz: <a href="https://www.facebook.com/atlbuzz/videos/10155052739929832/">People are lining up to hug police officers in Dallas</a> </li> <li>NBC News: <a href="https://www.facebook.com/NBCNews/videos/1562519697101388/">Election results</a> </li> </ol> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FcandaceSpayne%2Fvideos%2F10209653193067040%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <h3>46% of millennials plan to Christmas shop from their smartphone</h3> <p>Catchpoint has revealed how UK consumers are doing their Christmas shopping this year, with younger consumers three times more likely to use their smartphone than older consumers.</p> <p>A big reason appears to be convenience and lower stress levels, with 42% of millennials saying that shopping on their smartphone would result in a happier Christmas gift shopping experience compared to just 29% of older shoppers.</p> <p>Regardless of age, Catchpoint also discovered that bed is the preferred location for shopping online, followed by a desk during a lunch break.</p> <p>Interestingly, a third of millennials also cite a <a href="https://econsultancy.com/blog/68560-five-compelling-reasons-to-offer-free-wi-fi-in-store" target="_blank">lack of Wi-Fi</a> as a reason they’d be put off from Christmas shopping in-store. </p> <p><img src="https://assets.econsultancy.com/images/0008/2288/mobile_shopping.jpg" alt="" width="700" height="370"></p> <h3>Facial tracking reveals John Lewis to be the most engaging Christmas ad</h3> <p>John Lewis’s ‘Buster the Boxer’ is officially the most engaging festive ad, according to the results of a Realeyes study which measures viewers’ emotions by tracking facial expressions.</p> <p>The study involved measuring the emotional reactions of 4,450 people who watched a total of 65 ads.</p> <p>Taking the top spot with 94.8% on the emotionally compelling scale was John Lewis, narrowly beating The Body Shop’s Jungle Bells, which scored 94.1%.</p> <p>While the latter was the highest scoring ad among men, the Robert Dyas’ spoof of the Buster ad was found to be the most engaging for women.</p> tag:www.econsultancy.com,2008:BlogPost/68599 2016-12-06T14:09:41+00:00 2016-12-06T14:09:41+00:00 Facebook Live has become must-see TV for healthcare marketers Dave Wieneke <p>Twitter has been helping get people familiar with personal video for years. Back in 2013 I described Twitter’s six-second Vine loops as a low risk way to get teams tuned-in to personal video.</p> <p>Then came Periscope, Twitter’s live video streaming app, which would let you broadcast as long as your device’s battery bandwidth could hold out.</p> <h3>Facebook is simply more invested in personal video</h3> <p>Though Twitter pioneered streaming personal video, Facebook’s Mark Zuckerberg is all in to popularize it. With his commitment comes a level of pump priming that Periscope never saw.</p> <p>Consider the <a href="http://www.wsj.com/articles/facebook-signs-deals-with-media-companies-celebrities-for-facebook-live-1466533472">$50M in contracts</a> Facebook has put in place to get celebrities and publishers using it.</p> <p>Facebook is starting with a huge advantage too, as its user base is more than 1.71bn active monthly users while Twitter’s is around 313m.</p> <p>The result is that Facebook Live is already overwhelming the competition. Working with ABC News it averaged 8m live views for the three presidential debates. By comparison, Google’s YouTube averaged about 2.8m and Twitter had less than a million.</p> <p>This success hasn’t gone unnoticed by others: The Atlantic 10 athletic conference is going to be <a href="http://www.sportsvideo.org/2016/11/14/atlantic-10-looks-to-facebook-live-to-share-basketball-with-more-fans/">showing 15 basketball games on Facebook Live this year</a>; Fox premiered the first episode of its new series Outcast <a href="http://www.mobilemarketer.com/cms/news/video/23979.html">on it two weeks before it aired on TV</a>; and one of the world’s most popular soccer teams, Real Madrid, has moved its club TV channel to Live, <a href="http://www.thedrum.com/news/2016/10/26/real-madrids-decision-take-its-tv-channel-facebook-live-could-be-sign-things-come">resulting in more than 110m video views</a>.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FAtlantic10%2Fvideos%2F10154069096486527%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>Event tools make brands more welcome</h3> <p>While television networks and sports franchises may use Facebook as a broadcast platform, its real potential is for brand marketers who are hungry to extend their customer relationships and cultural relevance.</p> <p><a href="http://www.glossy.co/modern-media/facebook-live-becomes-platform-of-choice-for-beauty-mags">Beauty marketers</a>, <a href="https://unionmetrics.com/blog/2016/09/london-zoo-goes-wild-facebook-live/">The London Zoo</a>, and <a href="http://marketingland.com/facebook-live-3-top-video-leaders-share-theyve-learned-facebooks-live-streaming-video-180373">Dunkin’ Donuts</a> are all taking a swing at building their audiences on Facebook Live, and Mr. Zuckerberg’s team is doing what they can to smooth their path.</p> <p>In the last few months, <a href="https://techcrunch.com/2016/06/23/facebook-live-grows-up-with-two-person-broadcasts-and-waiting-rooms-for-viewers/">Facebook has built out some of the features</a> brands need to make Live casting work in the formats they’ll bring to the platform.</p> <p>Adding a way for a friend to “drop in” to co-host a live stream from a second location starts to set up Facebook Live as a richer media alternative to a podcast.</p> <p>And while an option to apply a virtual mask to participants faces might at first may seem like a gimmick, one can imagine benefits of conducting anonymous interviews or how this could make a first test of Live a bit less “on the record.”</p> <p>Just recently, Facebook made good on promises for <a href="https://media.fb.com/2016/10/18/scheduling-a-live-broadcast-via-the-live-api/">more features for brand events.</a> For instance, hosts can now create links for events up to a week in advance, so they can be embedded in ads, blog posts, and links for social media.</p> <p>There's also a new option for viewers to get a one-time notification reminding them that the stream is starting. And as audiences gather, Facebook now provides a lobby experience so events can kick off with their audience in place.</p> <p><a title="Facebook Live's tips for getting started is over here" href="https://www.facebook.com/facebookmedia/best-practices/live" target="_blank">Facebook has helpful tips</a> for trying out personal video. And healthcare marketers around the US are already giving this a go.</p> <h3>Hospital’s step forward with personal video</h3> <p>While hospitals don’t have the inherent draw of college basketball or a major TV network, they are starting to build impressive engagement with personal video on Facebook Live.</p> <p>Just take a look: <a href="https://socialmedia.mayoclinic.org/discussion/broadcasting-live-video-from-your-hospitals-facebook-page/">The Mayo Clinic</a>, <a href="https://www.marketingsherpa.com/article/case-study/weekly-facebook-reach-live-chats">UNC Healthcare</a>, <a href="http://www.slideshare.net/SMORGHealth/childrens-hospital-of-wisconsin-using-facebook-live-and-periscope-to-engage-patients-and-families-presented-by-korre-johnson">Children’s Hospital of Wisconsin</a>, <a href="http://www.mdconnectinc.com/medical-marketing-insights/facebook-live-hospital-marketing">Ohio State University Wexner Medical Center</a> and others are live-streaming community outreach events like 'ask a doctor' sessions, lectures, medical procedures, fundraisers and guided tours. </p> <p>The results so far have been impressive. UNC Health Care reports:</p> <ul type="disc"> <li>A 480% increase in daily interactions.</li> <li>Average weekly reach increase of 2,576%.</li> <li>A 75% increase of page Likes in the first six months.</li> <li>Page Likes have currently increased by 140%.</li> <li>The Affordable Care Act live chat has been replayed more than 2,000 times.</li> </ul> <p>Results from Children’s Hospital of Wisconsin:</p> <p><img src="https://assets.econsultancy.com/images/0008/2138/Wisconsin_FB_live_metrics.png" alt="" width="627" height="350"></p> <p><em>(<a title="Slide 18 from this full presentation on Slideshare" href="http://www.slideshare.net/SMORGHealth/childrens-hospital-of-wisconsin-using-facebook-live-and-periscope-to-engage-patients-and-families-presented-by-korre-johnson" target="_blank">Slide 18 from a full presentation on Slideshare</a>)</em><a title="Slide 18 from this full presentation on Slideshare" href="http://www.slideshare.net/SMORGHealth/childrens-hospital-of-wisconsin-using-facebook-live-and-periscope-to-engage-patients-and-families-presented-by-korre-johnson" target="_blank"><br> </a></p> <p>Reaching patients, members and supporters through video can become popular with clinical staff too.</p> <p>CHW reports many doctors are now requesting to do recurring sessions. Yes, just as I advocated three years ago, personal video is helping to bring real people forward to humanize their professions and the organizations they are part of.</p> <p>Some medical staff have picked up the microphone and camera with a zeal. Take a look at Zubin Damania MD who you may already know as the YouTube sensation ZDoggMD.</p> <p><iframe src="https://www.youtube.com/embed/aS3xaXsh6vo?wmode=transparent" width="560" height="315"></iframe></p> <p>After residency and 10 years on the Stanford University Medical Center staff, Dr. Damania found a path to become a healthcare rapper, educator, and provocateur for inventing better ways to deliver care.</p> <p>Take it from Mr. Creative Destruction of Medicine himself, <a href="https://youtu.be/6-UQsoHiKvk">Dr. Eric Topol</a>, who says Dr. Damania is connecting with patients with a credibility that our industry could take a lesson from.</p> <p>Back in 2009 I semi-ironically wrote that ‘<a href="http://usefularts.us/2009/09/02/dave-wieneke-reading-is-for-suckers/">writing web copy is for suckers’</a>. And while I’m still both believing and ignoring my own advice, there’s do doubt that video provides an <a href="http://usefularts.us/2009/09/09/online-video-marketing-mix-now-10-reasons-why/">immediacy, durability and reality</a> that reaches beyond words on a page. </p> <p>So, as you think about smart ways to build brands in the new year, combining the personal connections of Facebook with the personal emgagement of video is more than a bright shiny object. It’s a bright idea.</p> <p>Of course, there is always a risk to “Building Assets On Rented Land”. After all, Facebook could change its terms, or the visibility it gives these streams. Why be dependent?</p> <p>Empathetic marketers should recognize the value of being proximate to their audience, and the chance for ongoing contact that brings.</p> <p>One might call this approach “Fishing Where the Fish Are”. And as Facebook continues to create increasingly useful tools to manage, promote and capture live events, the combination of audience and tools will be an attractive opportunity for brands seeking engagement.</p> <p>That makes this a natural move for healthcare organizations. Few industries require the level of trust and attention that healthcare does.</p> <p>So its no surprise that some of its leaders are looking at Facebook Live as a way to build these relationships. And for those of us not already trying this out, it may be time to tune-in.</p> tag:www.econsultancy.com,2008:TrainingDate/3124 2016-12-05T08:25:13+00:00 2016-12-05T08:25:13+00:00 Content Marketing for Web, Mobile and Social Media - Singapore <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 2016 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 2-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:TrainingDate/3119 2016-12-05T07:35:22+00:00 2016-12-05T07:35:22+00:00 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:TrainingDate/3118 2016-12-05T07:32:53+00:00 2016-12-05T07:32:53+00:00 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:TrainingDate/3111 2016-12-02T05:28:22+00:00 2016-12-02T05:28:22+00:00 Content Marketing for Web, Mobile and Social Media - Singapore <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 2016 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 2-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/68581 2016-12-01T10:06:30+00:00 2016-12-01T10:06:30+00:00 10 of the best social media stories from November 2016 Nikki Gilliland <p>Naturally, November’s been a blockbuster month for brands kicking off Christmas-related marketing, but there’s also been some big news from Facebook, Vine, Snapchat and more.</p> <h3>John Lewis’s Christmas advert becomes the brand’s most-shared</h3> <p>It’s a hotly anticipated part of November - even kicking off Christmas for some – so this year’s John Lewis Christmas advert was bound to generate a lot of excitement.</p> <p>While ‘Buster the Boxer’ has been criticised for being slightly underwhelming, it still managed to become the brand’s most-shared ad ever.</p> <p>Now with over 1.76m shares, it has overtaken last year’s ‘Man on the Moon’.</p> <p>If you’re not sick of it just yet, you can also see John Lewis’s most famous <a href="http://www.johnlewis.com/inspiration-and-advice/family/lego-christmas-advert" target="_blank">Christmas ads in Lego form</a> if you visit the brand’s Oxford Street store. </p> <p>Because, well, why not?</p> <p><img src="https://assets.econsultancy.com/images/0008/1926/Lego_John_Lewis.JPG" alt="" width="646" height="434"></p> <h3>Pret’s alternative Christmas ad</h3> <p>From the rest of the Christmas ads, we’ve particularly enjoyed <a href="https://econsultancy.com/blog/68551-why-asda-and-waitrose-have-won-the-battle-of-the-xmas-tv-adverts-in-2016" target="_blank">Asda and Waitrose</a>, however Pret’s alternative advert has also caught our eye.</p> <p>Highlighting Pret’s Apprenticeship Scheme and its efforts to break the cycle of homelessness, it has received high praise for its philanthropic theme.  </p> <p>A lovely, memorable little film – it’s refreshing to see a brand focus on social good.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The cycle of homelessness is hard to break. With your support, we’re able to help people like Mark, Sabina and Jay. <a href="https://t.co/U2XCRZag89">https://t.co/U2XCRZag89</a></p> — Pret (@Pret) <a href="https://twitter.com/Pret/status/799227919684009984">November 17, 2016</a> </blockquote> <h3>The demise of Vine</h3> <p>While it was announced at the end of October, it’s probably taken a while for news of Vine’s closure to sink in, so we’re including it here…</p> <p>With concerns over its profitability and having been overshadowed by Snapchat and Instagram in recent years, Twitter made the decision to shut down the video-sharing app.</p> <p>It has been said that a website will continue to host already created clips, which at least means classics like this won’t be lost forever…</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Check out Kierra Santillan's post on Vine!<a href="https://t.co/ogYPUGhePn">https://t.co/ogYPUGhePn</a> It's hilarious</p> — Aria (@ariahall123) <a href="https://twitter.com/ariahall123/status/635937551346352128">August 24, 2015</a> </blockquote> <h3><strong>Instagram introduces live video</strong></h3> <p><a href="https://econsultancy.com/blog/68142-instagram-stories-what-do-marketers-need-to-know/" target="_blank">Instagram Stories</a> had a mixed response from users when it first launched in August. Now the brand is hoping to gain back favour with two brand new features.</p> <p>The first is Instagram Live, which allow users to stream live video to their followers and see real-time responses. </p> <p>Though it sounds identical to other video platforms, the major difference is that the video will disappear forever as soon as the broadcast ends.</p> <p>The second feature is an update to direct messages, which now allows users to send photos and videos privately rather than just communicate in text form. </p> <p><iframe src="https://player.vimeo.com/video/192221148" width="640" height="480"></iframe></p> <h3>Tinder updates its gender options</h3> <p><a href="https://econsultancy.com/blog/68511-how-tinder-is-encouraging-millennials-to-make-more-meaningful-connections/" target="_blank">Tinder</a> announced this month that users will be able to choose a gender other than male or female.</p> <p>Saying that "no matter how you identify, you can express your authentic self on Tinder" - it has introduced 37 different genders, which users can choose to display on their bio if they wish.</p> <p>The update is part of the app's stong stance against bullying and harassment.</p> <p><iframe src="https://www.youtube.com/embed/XP90QAnmaA4?wmode=transparent" width="656" height="367"></iframe></p> <h3>Snapchat sells Spectacles from Snapbot</h3> <p>Sorry about the alliteration overload, but earlier this month, Snapchat started selling its much-hyped smart glasses from a pop-up vending machine in the US.</p> <p>The Snapbot first popped up in Venice Beach, selling the Spectacles for $130. </p> <p>According to reports, it's been very difficult to track down so far, with Snapbot sneakily popping up with minimal notice.</p> <p>You can find out where it's headed next on its <a href="https://www.instagram.com/snapbotsightings/">Instagram account</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/1929/Snapbot_sightings.JPG" alt="" width="750" height="554"></p> <h3><strong>Facebook to tackle fake news</strong></h3> <p>Since the US election was decided on November 8th, concern over Facebook’s involvement in the proliferation of fake news has increased.</p> <p>In response, Mark Zuckerberg published two posts addressing the problem and outlining the platform’s attempts to tackle it.</p> <p>Despite maintaining that “the percentage of misinformation is relatively small”, he relented that a lot more could be done to prevent it, largely by refining and improving the Facebook’s current detection tools.</p> <p><img src="https://assets.econsultancy.com/images/0008/1927/Mark_Zuckerberg_statement.JPG" alt="" width="450" height="562"></p> <h3><strong>Facebook overestimates metrics once again</strong></h3> <p>It’s not been the best month for Facebook, has it?</p> <p>The platform admitted that it has miscalculated engagement metrics, reporting inflated figures on organic reach as well as errors relating to Instant Articles and referrals via apps.</p> <p>This is the second time in just a few months that Facebook has reported this kind of discrepancy, having <a href="https://econsultancy.com/blog/68332-should-marketers-be-more-concerned-about-facebook-s-video-metrics-faux-pas/">admitted overestimating video ad views in September</a>.</p> <p>Now, the platform is promising to work with more third-parties on verifying its data.</p> <p><img src="https://assets.econsultancy.com/images/0008/1928/Facebook_metrics.JPG" alt="" width="619" height="597"></p> <h3><strong>#MannequinChallenge</strong></h3> <p>There’s always some kind of social media craze doing the rounds, and this November it was the Mannequin Challenge.</p> <p>If you’ve somehow yet to see it, it basically involves people pretending to be mannequins while music plays in the background.</p> <p>Rather pointless yet mildly entertaining – especially when celebrities get involved.</p> <p><iframe src="https://www.youtube.com/embed/az1QhQZOUbI?wmode=transparent" width="854" height="480"></iframe></p> <h3><strong>Lidl launches Twitter ‘Price Drop’ campaign</strong></h3> <p>In a supposed ‘social first’, <a href="https://econsultancy.com/blog/68552-why-lidl-s-xmas-social-price-drop-campaign-is-no-turkey" target="_blank">Lidl launched a Christmas campaign</a> to allow consumers get their hands on festive food and drink for less.</p> <p>The idea is that the more users tweet about a product, the lower its price drops.</p> <p>So far, customers have gotten their mitts on lobster and serrano ham at bargain prices, resulting in a lot of positive sentiment for the brand on social.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Thanks to your tweets, for ONE DAY ONLY we’ve dropped our Serrano Ham to just £26.99. In store all day Saturday. <a href="https://twitter.com/hashtag/LidlSurprises?src=hash">#LidlSurprises</a> <a href="https://t.co/M8OVficAl7">pic.twitter.com/M8OVficAl7</a></p> — Lidl UK (@LidlUK) <a href="https://twitter.com/LidlUK/status/803909910199144448">November 30, 2016</a> </blockquote> tag:www.econsultancy.com,2008:BlogPost/68571 2016-11-29T14:52:13+00:00 2016-11-29T14:52:13+00:00 Content marketing in financial services: A look at Experian’s use of Facebook Video Nikki Gilliland <p>However, Experian UK – known for its credit score services – is trying to persuade people otherwise.</p> <p>It’s been doing some interesting things with Facebook video lately. Here’s a bit of insight into what’s been working (and what might be missing the mark).</p> <h3>Real-time and relatable elements</h3> <p>The first thing that strikes me about Experian’s Facebook page is just how active it is. </p> <p>Let’s not forget, while it does offer consumers information about mortgages and loans, Experian UK is built on the single service of credit checks and scores. </p> <p>So, it’s easy to wonder - just how much content can it produce based on that?</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FExperianUK%2Fvideos%2F1110788808993140%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <p>The answer is a surprising amount, which immediately goes in its favour when you compare it to competitors like Clear Score and Equifax.</p> <p>But how does a financial services company find so much to talk about? Experian has managed to strike a good balance of content based on real-time and topical elements.</p> <p>While some of its videos about credit scores have generated a good amount of views and engagement, the most-watched tend to be about topical subjects in the news, such as the recent Autumn statement from the UK government, or just general and relatable financial topics like how expensive holidays can be.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FExperianUK%2Fvideos%2F1143962865675734%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <p>Highly active <em>and</em> in tune with what users are talking about – it’s a good basis for any brand on Facebook.</p> <h3>Short duration and subtitles</h3> <p>Now, moving on to more specific elements that Experian uses to engage with users.</p> <p>With up to 47% of value being delivered in the first three seconds of a video, it is vital that brands grab the user’s attention as quickly as possible. </p> <p>Similarly, due to <a href="https://econsultancy.com/blog/67442-how-to-create-facebook-video-ads-that-cater-for-silent-autoplay/">silent autoplay</a>, it is important for the message to be communicated clearly.</p> <p>Using captions or subtitles is one of the best ways to ensure both, reportedly increasing video view time by an average of 12%.</p> <p>Experian UK has only used this feature on a select few videos, however with increased views it appears to be an effective strategy for the brand.</p> <p>As well as engaging the user's attention as they scroll down in their feed, it ensures they are able to consume the content regardless of what environment they are in.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FExperianUK%2Fvideos%2F1242833245788695%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p>Next, as most of Experian’s most-watched videos tend to be around a minute in length, a short and snappy (but not too short) duration could also be an effective tactic.</p> <p>Whether this is directly related to the amount of views is unclear – especially as I am not taking into consideration whether posts are boosted or sponsored - however it is just an interesting observation on face value.</p> <h3>Regular series</h3> <p>Lastly, while Experian’s videos featuring the opinions of the public are popular, users appear to engage with more professionally produced videos such as the #AskExperian series.</p> <p>When it comes to financial matters, it appears people want straightforward advice, explained in an equally easy-to-understand way.</p> <p>A high-profile or authority figure works too, of course.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FExperianUK%2Fvideos%2F1064816766923678%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p>By featuring the concerns of real-life consumers, there is also a highly relatable aspect to these videos. Seeing other people ask the same questions you might have is a comforting thought, and in turn provides users with an immediate incentive to watch.</p> <p>I recently wrote about how Nationwide is also using this tactic on Tumblr, which you can <a href="https://econsultancy.com/blog/68410-how-nationwide-is-using-tumblr-to-target-a-younger-generation/" target="_blank">read about here</a>.</p> <p>We can also see how creating a longer series of linked videos, rather than just a one-off, can be more effective for getting users invested. What's more, if people are enjoying content regularly, they're also more likely to share it.</p> <p>The ‘three generation’ series is a particularly good example, using a sense of family sentimentality to elevate the core subject matter of money.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FExperianUK%2Fvideos%2F1057635000975188%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>Hit or miss</h3> <p>So, we've discussed the good – but what about what isn’t working for Experian?</p> <p>Interestingly, the brand’s experimentation with <a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live/" target="_blank">Facebook Live</a> seems to have fallen flat, generating minimal views and engagement.</p> <p>This could be due to a lack of proper promotion. Without letting people know about a livestream in advance, it is likely to have passed users by.</p> <p>Similarly, the longer duration of around 15-16 minutes is probably going to put people off from watching it once the stream has ended.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FExperianUK%2Fvideos%2F1011658808906141%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <h3>In conclusion…</h3> <p>A financial brand with a refreshing approach to video – there’s a lot to appreciate about Experian’s social strategy.</p> <p>Unafraid to experiment with a light-hearted tone, but always remaining informative and easy-to-consume, it’s generated strong engagement from users.</p> <p>While it might not be the most exciting brand, it makes the topics of credit checking a little easier to stomach.</p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/reports/digital-transformation-in-the-financial-services-sector-2016/"><em>Digital Transformation in the Financial Services Sector</em></a></li> <li><a href="https://econsultancy.com/reports/digital-trends-in-the-financial-services-and-insurance-sector-2016/"><em>Digital Trends in the Financial Services and Insurance Sector</em></a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68568 2016-11-29T11:42:12+00:00 2016-11-29T11:42:12+00:00 Three reasons behind Dominos’ digital sales boost Nikki Gilliland <p>So, what’s behind the boost?</p> <p>Here’s a few reasons why Domino's is still taking a fairly hefty slice of the takeaway market, even in the face of competition with <a href="https://econsultancy.com/blog/68206-ubereats-vs-deliveroo-a-comparison-of-the-app-user-experience/" target="_blank">Deliveroo and UberEats</a>.</p> <h3>Embracing innovation</h3> <p>You might have seen Domino’s partaking in a number of unusual stunts this year. </p> <p>Despite occurring in other countries, many have resulted in UK media coverage due to their innovative and experimental use of new technology.</p> <p>The latest stunt involved a New Zealand couple getting their Domino’s pizza specially delivered by a drone - a result of the brand’s partnership with drone company, Flirtey.</p> <p><img src="https://assets.econsultancy.com/images/0008/1812/Domino_s_Drone.JPG" alt="" width="780" height="471"></p> <p>Described by Domino's Group CEO and Managing Director, Don Meij, as a way to "avoid traffic congestion and safely reduce delivery time and distance" – it offered an exciting glimpse into the possibilities this type of tech could present in future. </p> <p>In a similar event in Australia, Domino’s trialled an autonomous robot designed to deliver pizzas at street-level without the need for human navigation. </p> <p>While it seemed even more gimmicky than the aforementioned drone example, it still demonstrated Domino’s intent to push the boundaries of fast-food delivery.</p> <h3>Utilising social</h3> <p>As well as large-scale technology, Domino’s has been ramping up efforts to make ordering as easy as possible through everyday social platforms.</p> <p>It created its very own <a href="https://econsultancy.com/blog/68184-domino-s-introduces-dom-the-pizza-bot-for-facebook-messenger/">social media chatbot, Dom the pizza bot</a>, allowing users to order via Facebook Messenger with a single word or emoji.</p> <p>This is not the only example of Domino’s capitalising on its large social following. </p> <p>It’s also been making use of <a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live/" target="_blank">Facebook Live</a>, recently offering users the chance to win a year’s supply of pizza in a special art-themed online auction.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2FDominosPizza%2Fposts%2F10157732659530453%3A0&amp;width=500" width="500" height="646"></iframe></p> <p>Part of its campaign for the new Italiano range, it also allowed the brand to align online and offline marketing by transforming its stores into 'Pizz-Art Galleries'. </p> <p>Both of these examples show how Domino’s is keen to capture interest and excitement in the online spaces that its audience use the most.</p> <p>While it might not have generated many actual sales through Dom, the awareness it (or should I say he?) created was certainly valuable.</p> <h3>Improving mobile </h3> <p>Mobile is big business for the takeaway food market. <a href="https://www.comscore.com/Insights/Data-Mine/How-Food-Delivery-Services-Have-Kept-Customers-Reaching-For-The-Phone" target="_blank">Comscore reported</a> that 11m Brits visited one of the top three food delivery sites via a mobile device or PC during March of this year. </p> <p>What’s more, out of Domino’s 3m monthly users, around 70% are said to be mobile-only.</p> <p>Luckily for these customers, the brand made its website fully responsive in 2015 – a move that helped to <a href="http://internetretailing.net/2016/07/amazon-dash-dominos-pizza-online-changing-takeaway-food-delivery/" target="_blank">increase mobile conversions by an impressive 62%</a>. </p> <p><img src="https://assets.econsultancy.com/images/0008/1813/Dominos_mobile.JPG" alt="" width="200"> <img src="https://assets.econsultancy.com/images/0008/1814/Dominos_mobile_2.JPG" alt="" width="200"></p> <p>As well as this, it has introduced even more features to its popular mobile app, such as a one-touch ordering button for extra ease.</p> <p>Domino's also allows users to order via their Apple Watch or Amazon Echo device, taking an overarching ‘convenience-first’ approach rather than just a mobile one.</p> <h3>In conclusion...</h3> <p>Despite the popularity of Deliveroo and Just Eat, Domino’s Pizza has retained its appeal to fast-food lovers.</p> <p>Combining an increasingly innovative approach to delivery with a confident social media strategy it remains in a strong position, with the online sales to prove it.</p> tag:www.econsultancy.com,2008:BlogPost/68564 2016-11-28T15:13:35+00:00 2016-11-28T15:13:35+00:00 2016: The good, the bad and the future of digital marketing Blake Cahill <p>However, while some of my “predictions” turned out to be fairly accurate, there have also been more than a few surprises over the last 12 months.</p> <p>Here are a couple of the most unexpected trends that have taken off this year, two of the biggest digital disappointments and my personal trend pick for 2017.</p> <h3>The surprise revival of silent video</h3> <p>One of the most unexpected trends that made a real comeback this year was silent video. Over <a href="http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/">80% of internet users own a smartphone</a>, but average video viewing time is <a href="http://www.campaignlive.com/article/facebooks-everson-agencies-lagging-mobile-creative/1388780">1.7 seconds</a>, meaning consumers are in rapid consumption mode and marketers have had to become even savvier at grabbing their attention.</p> <p>What this means is there’s a real need for content that packs a punch at the beginning of the clip. If you only have a miniscule amount of time to grab a customer’s attention before they scroll past, then the video needs to have an immediate hook.</p> <p><iframe src="https://www.youtube.com/embed/glX_vgRCmKE?wmode=transparent" width="640" height="360"></iframe></p> <p>A perfect example of this is the social media clip that Apple pushed out following the release of the new iPhone 7. The advert is completely silent and simplistic in nature, with each frame changing every 0.5 seconds. </p> <p>In an age where most of us have our smartphones on silent, Apple has managed to discover a way to capture our attention in the most straight-forward of ways.</p> <h3>Hail to the community managers</h3> <p>2016 has also become the year of the <a href="https://econsultancy.com/training/courses/online-community-management/">community manager</a>. It’s common for brands to think of social as a one trick pony, but the brands that are succeeding on social don’t just have someone schedule 10 tweets a day and like the occasional @ comment. </p> <p>The brands that allow their community managers to become the human face of the company add an extra dimension to their social media capabilities and provide the consumer with a real sense of personality.</p> <p>Some brands that really know how to do this are Innocent Drinks, <a href="https://econsultancy.com/blog/61946-how-tesco-uses-facebook-twitter-pinterest-and-google/">Tesco</a>, Virgin Trains and <a href="http://www.telegraph.co.uk/technology/2015/12/010/10-of-the-most-brilliant-customer-service-exchanges-ever-seen-on/">Oreo</a>. They understand the importance of employing empowered community managers and with any luck, 2017 should see more brands following in their footsteps.</p> <h3>The problem with live content</h3> <p>Of all the successes and surprises in 2016, some of the newer marketing methods are still proving problematic.</p> <p>One of these is live content – it just isn’t working out. Despite the potential, all too many brands still don’t seem to realise how to properly manage live content. </p> <p>Maybe the production value is too low, the content is too tedious, the functionality is broken... Ultimately, without a high value exchange, live content is never going to have any impact with consumers.</p> <p>One example of a brand that has really nailed live content, however, is <a href="http://www.experian.com/blogs/news/about/creditchat/">Experian</a>. It holds straight-forward, weekly chats via YouTube Live, Snapchat and <a href="http://www.experian.com/blogs/news/about/creditscope/">Periscope</a> to talk directly with consumers about their money worries.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FExperianUK%2Fvideos%2F1062124017192953%2F&amp;show_text=1&amp;width=560" width="560" height="665"></iframe></p> <p>Experian understands that for live content to work, companies need to accept that what a brand thinks is interesting for customers is rarely what they will actually spend time watching.</p> <p><em>For more on this topic, read about <a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live/">10 pioneering examples of brands using Facebook Live</a>.</em></p> <h3>Where are the iBeacons?</h3> <p>Back in 2014, I was convinced that retail use of iBeacons would swiftly take centre stage in our marketing strategies. </p> <p>We all <a href="https://econsultancy.com/blog/65221-ibeacon-trials-13-brands-trying-to-find-a-use-case/">saw the </a><a href="https://econsultancy.com/blog/65221-ibeacon-trials-13-brands-trying-to-find-a-use-case/">potential</a> and several big brands got on board – <a href="https://blog.virgin-atlantic.com/t5/Our-Future/Virgin-Atlantic-lights-the-way-with-Apple-s-iBeacon-technology/ba-p/26359">Virgin</a> used them in its Heathrow airport lounges and Macy’s rolled them out in over 800 stores to track customer movements <a href="http://www.zdnet.com/article/macys-taps-ibm-watson-to-improve-in-store-shopping-app/">in-store</a>, push product recommendations and discounts and to inform shoppers about sale items.</p> <p>But despite these examples, they just haven’t made it to the mainstream yet. </p> <p>Despite predictions that 85 of the top 100 retailers would be using them by the end of 2016, only 3% of retailers had implemented beacon technology by 2015 and only 16% had plans to implement them in the near <a href="http://www.huffingtonpost.com/shane-paul-neil/is-ibeacon-marketing-fina_b_10508218.html">future</a>.</p> <p>So what’s the hold up? Well, they can be hard to manage and maintain from a logistical point of view, as all beacon marketing requires user opt-in and customers just aren’t sold on it yet. </p> <p>This could change in 2017 but my bet is that it’ll be a slow process before they start to become a standard part of our marketing efforts.</p> <h3>The democracy of content</h3> <p>Enough about 2016, let’s look to the future.</p> <p>In 2017, brands need to be able to engage and connect with their customers better than ever before (one nice example of this is Philips’ <a href="https://www.youtube.com/watch?v=PBGcW5AtKyg">Every Day Hero</a> campaign). Nowadays however, companies aren’t just competing with another brand’s marketing anymore; they’re competing with the entire internet and this is where it starts to get tricky.</p> <p>Any company hoping to inspire consistent engagement has to accept that consumers now have access to tools (like <a href="https://itunes.apple.com/gb/app/boomerang-from-instagram/id1041596399?mt=8">Boomerang</a> and <a href="https://itunes.apple.com/gb/app/hyperlapse-from-instagram/id740146917?mt=8">Hyperlapse)</a> that can result in better, more engaging pieces of video content than the stuff many of the brands are developing themselves.</p> <p>Earlier this year, a survey found that 85% of users find visual user-generated content (UGC) more influential than brand photos or <a href="http://www.adweek.com/socialtimes/why-consumers-share-user-generated-content-infographic/639636">videos</a>. Another report found shoppers who interact with UGC are <a href="https://www.entrepreneur.com/article/278152">97% more likely to convert</a> with a retailer than customers who do not.</p> <p>What this means is we can expect to see a huge surge in marketers working with UGC in 2017. It’s nothing new (Burberry launched its <a href="http://artofthetrench.burberry.com/">Art of Trench</a> website back in 2009 for example), but I wouldn’t be surprised if it quickly becomes a much more common feature of brand campaigns.</p> <p>So roll on 2017. I’m looking forward to finding out if I’m right!</p>