Posts Categorized: Social Media

Case studies: 5 online tricks high street brands have used to reel in buyers

Camelbak UGC hubEngageSciences CEO, Richard Jones, reveals five ways his company has helped clients involve consumers, and what the results have been–Ed.

Whether it’s leveraging persuasive user-generated content, an interactive tailored quiz, or lucrative media partnership, retail brands today need to be relevant, ready and well-equipped. Here’s how they do it:

1. Social hubs

Brands launch and create pages on their website and digital channels which they infuse with user generated content. They pull and curate the best contributions from multiple social channels, such as Instagram, Twitter, YouTube and Pinterest to influence and engage consumers.

Bauer Media’s Grazia magazine partnered with fashion brand Marc Jacobs, to launch their “Minute by Minute” London Fashion Week campaign. Their website included a real-time social hub, featuring tweets and Instagram posts from customers, using the hashtag #LFW, which saw over 11,000 readers engage with its content. Read more on Case studies: 5 online tricks high street brands have used to reel in buyers…

The UK needs to up its emoji game

Cadbury's Mumsnet emojiYes, the OED may have caused some mild consternation last week by announcing that an emoji was its word of the year, but when it comes to other British brands picking up the emoji baton, the UK has been slow to react.

Along with the increasing popularity of emojis in western culture, Apple’s release of iOS8, allowing third-party keyboard integration, last autumn, really paved the way for brand involvement, and the US was first out of the starter’s blocks. Read more on The UK needs to up its emoji game…

Do users ‘like’ the new Twitter update? The results are in

Twitter heartsNumbers don’t lie – Twitter’s user growth has slowed quite steadily over the past four years. As such, the social network is seeking new ways to engage users, as other platforms like Instagram and Snapchat continue to grow at a fast pace. On 3 November, Twitter changed the way we interact with content, installing a like button with a heart icon that replaced the favourite star. At The Organic Agency, we strove to find out how this would impact user engagement on the social network.

We analysed the top ten brands, celebrities and media providers in the UK, according to follower numbers. In each case we looked at the last 20 tweets before and after the change, taking into account the effects of paid promotion and virality. In the end, we found there had been an overall average increase of 17.33% in the number of likes since the adoption of a like and heart button. Read more on Do users ‘like’ the new Twitter update? The results are in…

5 social trends you need to know for 2016

Facebook Instant ArticlesHot Cherry’s Harry Cymbler offers his guide to the year ahead. Pay attention, his predictions for this year were pretty sound.

1. The Uberisation of service industries

What it is: Platforms that create two-way rating relationship between businesses and consumers which allow brands including Uber to rate you as a customer, and vice versa.

Why it will be hot in 2016: Two-way review systems present a way to level the playing field between companies and their customers.

Why this is good for brands: Rating relationships will help companies improve their reputations, sell favourably and offer their best service. This will help to build priceless trust and a deeper, more meaningful, relationship with consumers. Read more on 5 social trends you need to know for 2016…

What digital evolution will look like in 2016

Apple TVWe only saw the start of programmatic video, contextual commerce and data pooling in 2015, but the evolution of the digital media landscape in 2016 will see these transform from concepts into tangible tactics. Here’s how we at AdRoll are predicting these developments will make for an even faster paced online ad space in 2016.

Read more on What digital evolution will look like in 2016…

Social media in 2016: It’s all about the customer

Twitter buy now buttonIt’s that time of year again, when we dust off the crystal ball and look to the future. 2015 has been an eventful year for social, but will it continue to exist as we know it or will it lose its power and influence over people? What will social really look like in 2016?

The dynamics won’t change – new start-ups will emerge, the obsession with millennials will persist and I’m afraid the selfie culture is here to stay. But there are three key themes around simplicity and user experience that I believe will ultimately determine who the winners are in the new year. Read more on Social media in 2016: It’s all about the customer…

Is age standing in the way of engagement? Why marketers should be embracing Instagram

InstagramThe marketing world isn’t keeping up with the pace of change in social media, or at least that’s what the usage stats for platforms like Instagram would lead you to believe. In an industry that prides itself on embracing new media, there are blind spots appearing. Why? I’d suggest it’s because of the personal preferences of marketing professionals.

Instagram has 300 million monthly users, which is a relatively small number compared to the billions using Facebook. According to Fortune, while 82% of big brands across the globe have taken to Twitter and 80% have a Facebook presence, only 23% use Instagram. This is despite the fact that Instagram offers 58 times more engagement per follower than Facebook and 120 times more than Twitter, with an average 4.2% of followers interacting directly with the brand.

Just over half of 18-29-year-old global internet users have an Instagram account and they have been shown to spend, on average, over 21 minutes a day on the app. Around 50% check their feeds at least once a day, while 32% check several times a day. That’s an incredibly engaged audience. So why are we ignoring it?

The IPA’s most recent Census showed that the average age in media, advertising and marketing communications agencies is 33. If we compare this to the user demographics of Facebook and Instagram, we see a link. While 73% of 33-49-year-old internet users have a Facebook account, only 25% use Instagram. Could marketers be ignoring Instagram because they simply don’t use it themselves? Read more on Is age standing in the way of engagement? Why marketers should be embracing Instagram…

A new lease of life for Google+?

googleplusandroidwebiosIt’s fair to say that Google+, once lauded by Google as the most important social network of them all, has not lived up to its potential. However, the US-based tech giant isn’t giving up on the platform and it is finally getting some TLC.

On Tuesday, it began the rollout of a completely redesigned Google+, one that will focus on the Communities and Collections functions of the platform – much like that of Pinterest.

Launched back in 2011, Google+ technically has over 2 billion users today – a somewhat bloated fact, based on the premise that everyone with a Google account automatically gets their own page on the social network. Recent statistics would even suggest that as much of 90% of users have never actually posted anything on the platform.

This move is not that unexpected as back in the summer, Google VP Bradley Horowitz outlined the role that Google+ would play as a social layer for other Google products. Read more on A new lease of life for Google+?…

Has Tesco turned it around? Social media sentiment says…

TescoThe end of 2014 saw one of Britain’s most well-known brands named, shamed and desperately trying to revive its reputation as one of the big four supermarkets.

A matter of months after the appointment of Dave Lewis as chief executive, the retailer admitted that its first half profits were overstated by £250m, an action that was shortly followed by the launch of a criminal investigation into its accounting.

With no shortage of changes to the board, sales figures and overall brand itself, how has this affected the public’s opinion of the supermarket? Read more on Has Tesco turned it around? Social media sentiment says……

The ethics of attention and the inevitable future of digital advertising

GoldfishWe are living in an attention economy, as attention has become one of our most valuable yet fragile resources.

In the last 15 years, the human attention span dropped a third to about 8 seconds (now a second shorter than a goldfish!). In a lot of ways, this is a response to the increase in stimuli we are bombarded by on a daily basis, from email and social media to smartphone notifications and of course: ads.

As marketers we are spending more and more on platforms that command consumers’ time (i.e. social and mobile), but if our industry is to sustain itself we have a responsibility to think of the ethics of how we generate attention for our brands. Read more on The ethics of attention and the inevitable future of digital advertising…