Category Archives: Social Media

Clinique brings socially-activated art to Covent Garden

The OrbLook up if you’re passing through Covent Garden this weekend.

Beauty brand Clinique will be suspending a glowing orb eight metres above the ground from 31 October to 1 November – its first social media-activated art installation.

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Stop. Check. Post?

Why an unfocused social-media strategy is a waste of moneyWe are in an age of Too Much Information. The proliferation of social media, coupled with our desire to share every moment of our lives with friends and followers means we’re constantly exposed to (depending on how old you are) babies, weddings, foodporn, running routes, holiday photos and party pics.

Sharing is a huge part of being social, and keeping up to date with these events is why so many of us are addicted to checking social media, even if we don’t always want to admit it. However, we do have a breaking point. Everyone has ‘that’ friend on social – the one who takes sharing a step too far, spewing out updates on the most mundane aspects of their lives to clog up our news feeds. And it’s not just our friends who are guilty of this cardinal social media sin – brands are at it too.

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Brand death: 6 reasons not to delete Twitter accounts

twitterbirdsIt’s becoming a fashion statement: “I’m leaving Twitter.” But, whilst indulgently retreating into the digital shadows is a fine attention-grabbing tactic for cosseted celebrities, brands should think twice.

This time last year, the pop group Girls Aloud had 109,000 Twitter followers. Then the band split up, deleting its Twitter account. Becoming what one follower called a “ghost band” deprived the girls and their label of any future opportunity to market still-available archive recordings.

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Pinterest: its popularity, power and potential

pinterest's new Look: More Ways to Discover What You LovePinterest, the world’s visually-led social network, is a self-expression engine, sophisticated visual search tool and virtual pin-board all rolled into one. It launched early 2010, has 57.9 million monthly users, women and 25-34 year olds are the dominant gender and age group active on the platform. It’s a mobile-popular platform, with three-quarters of sharing taking place on a mobile device.

Recently, Pinterest has been working hard to make its community even happier with a range of new features. These include the ‘News’ feature on mobile, so users can receive updates about friends and accounts they follow; the Vevo video integration, for users to enjoy music on the platform, and a new messaging feature, so users can discuss and share interesting Pins without leaving the site. Read More »

How to derive actionable insight from social data

Mobile dataHow can brands tap into social data to create a significant competitive advantage? Knowing what is being said about your brand on social channels is a great start, but if brands fail to move beyond data capture they will soon find themselves exposed.

Data sources are not created equal, so the real skill lays in the identification of the right data sources (social or otherwise), and their interpretation to derive actionable insights. Here are six tips to help brands do just that: Read More »

The UK’s top brands on social media

ThumbSocialbakers, the analytics platform, has released its monthly social marketing report. Nuggets from the September 2014 study include the news that EE has scooped first place in the Top Five Twitter Brands by Interactions, surpassing Tesco, which held the number one spot in August.

According to the stats, Sky has became the most Socially Devoted Brand in the UK in September 2014, again supplanting Tesco, while Vodafone joins the ranks of the Top Five Socially Devoted Brands on Facebook.

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What’s Ello all about and should we be worried about its anti-ad stance?

ElloEllo is the new ‘social network’ (no-one actually describes themselves as a social network) from independent developers, including Paul Budnitz, founder of the toy company Kidrobot. It publically declares that: “Your social network is owned by advertisers. Every post you share, every friend you make and every link you follow is tracked, recorded and converted into data.”

It therefore aims to be different, with a stance of no ads, and no data sold for targeting. Read More »

Flash in the pan: Agencies need to embrace HTML5 in a multi-channel world

HTML5 – not just the latest buzzword in this content crazy worldThink back just ten years ago, when it seemed unimaginable that we’d be watching iPlayer on our computers, ordering groceries on a tablet and checking the news on our mobile phones – sometimes all at the same time. The fact is 40% of consumers are now multi-device users – switching from one device to another, or even using devices simultaneously, be it mobile, laptop, desktop or tablet. In fact, more than 60% use at least two different devices each day and nearly 25% move between three, according to a study conducted by Facebook in collaboration with GFK.

This multitude of users and screen time presents agencies and the brands they represent with an exciting opportunity to engage with their target market. However, a large proportion of this audience might not see the creative as it was intended – if at all – due to an over-reliance on using Flash software. It begs the question, why spend millions on mobile advertising using Flash when its production and delivery might render the creative obsolete and why is the alternative of HTML5 yet to be adopted by some agencies? Read More »

Mexican wrestler proves pre-roll ads have (almost) zero effect

Mexican wrestlerYou probably never believed that Mexican wrestlers could be useful in proving advertising effectiveness, but it is, alas, true…

Nielsen has released a report (using a video involving a Mexican wrestler from American brand Jarritos) showing that if you click on a video because you thought it looked interesting, then there’s a high probability that you’ll think positively about the brand that made the clip. But if the ad simply showed up as a 15- or 30-second pre-roll ad before a video you were waiting to watch — that is, you didn’t have any choice but to see it — the ad was only marginally more effective than if you’d watched no ad at all.

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What Lego can teach us about user generated content

Lego by Dan Goodwin_FlickrThe benefits for a brand to encourage inspirational and original user generated content can be huge.

Firstly, the volume: the nature of social can mean campaigns are viewed and shared with a higher volume of people than traditional media. Secondly, the immediacy: the instantaneous nature of social sharing means thought-provoking, entertaining or aspirational ideas get picked up and shared in a much shorter period of time. And thirdly, control: brands have now found a place in the market where they own the media space. With the wider use of online social channels user generated content can deliver more views, reach and engage with more people and raise brand awareness quickly, generating peer-to-peer brand advocacy that can be directly linked with uplifts in sales and revenue.

One company that does this well is Lego, through its ‘Lego Ideas’ initiative. Read More »