Category Archives: Social Media

The #VeryBeautyTour takes off on Instagram

Very.co.uk's #VeryBeautyTourBrands including Babyliss, Illamasqua, Nails Inc, Max Factor, Murad, Real Techniques and Bourjois will be showcasing their products on board Very.co.uk’s ‘Very Beauty’ bus, touring the UK this autumn.

The online fashion and beauty retailer’s £600,000 campaign has been designed, planned and executed by Posterscope, PSLive, Vizeum and Liveposter, bringing together digital out-of-home, experiential, social and user-generated content.

It aims to capture passengers’ “getting ready” moment, which can be shot in the on-board Instagram booth and shared on social media using the hashtag #VeryBeautyTour and the Twitter handle @VeryNetwork.

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Fashion, social media and the key to brand engagement

burberry London Fashion Week catwalkWhile social media certainly has its place as part of an overall marketing strategy, fashion brands need to look beyond the medium’s ability to simply drive short-term sales. Social media has proved itself to be a very powerful tool in some circumstances, but when it comes to clearing clothes rails its effect on our immediate purchasing decisions may be less powerful than commonly assumed, while its real potential remains overlooked.

Of course, popular brands will continue to clock up followers and endorsements on social media – ASOS is particularly good at this – but many of these individuals will be looking for opinions, reviews or customer service, rather than opportunities to make purchases. As such, a social media strategy designed purely to drive sales is going to deliver relatively poor ROI. Assessing the commercial value of a ‘fan’ on social media has long vexed digital strategists. How can you measure the value of different types of consumers – is a dedicated follower of fashion worth more or less than a fan of a specific brand? Read More »

Infographic: The rise of the feed

With mobile traffic growing seven times quicker than desktop growth, up to 30.2 million uniques in 2014 (according to Ofcom), the role of the *feed* has become core to people’s everyday content consumption.

Sharethrough has put together an infographic to give context to the *rise of the feed*, digging into the history of the feed from Digg’s front page format in 2004, through Twitter and Facebook’s focus on the feed from 2006 onwards, punctuated throughout by the adoption of the smartphone.

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Pornstars have great customer service

Vanessa LakeThis salacious title all stemmed from a conversation I had with an old client, now friend over a drink after work one evening. We were in an uber trendy spot in the trendiest part of East London. The girls had chunks missing out of their hair, the gents beards were groomed to the perfect length and everyone was rocking the Nordic wardrobe.

We inevitably found ourselves commenting on our surroundings and the actors and actresses on this stage. This bubble, within a bubble. It was not good enough anymore to be in East London, you had to be at the epicentre. These characters were hyper-real, you could study them for hours. They were visually fascinating. We wondered of their lives online and spoke of the trend of Instagram superstars, the people with tens, if not hundreds of followers. Within moments I was going to hear of someone that would become the epicenter of my bubble.

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What’s next for Twitter?

TwitterTwitter bounced back from a rough start to 2014 with a positive array of Q2 results, reporting stronger-than-expected financials and continued user growth. But what are Twitter’s next steps to further monetise the platform and stand strong amongst its competitors?

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4 brands that get user-generated content

social mediaBrands are increasingly turning to user-generated content as a means to market their product and message. As social media provides a platform for consumer-to-consumer conversation, brands are realising that they need to communicate in new ways to shape these discussions. They also understand that consumers don’t have to be passive receivers of content, that in fact with the right marketing campaign, they can be made active – generating and distributing content themselves.

For organisations that employ a strategy of ‘attitude branding’, user-generated content can also be an effective means of communicating their personalities. Red Bull is one of the best known brands to make use of this, associating itself with a purpose and an experience via extreme sports. This brand strategy has given weight to Red Bull’s new iPhone app – Flow.

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It’s a brave new media world – and we all live in it

YouTube starsLast weekend, Summer in the City, the largest independent UK YouTube event took place at Alexandra Palace in north London. The event attracted more than 8,000 attendees from across the world in a celebration of all things YouTube. It featured live performances and appearances from some of YouTube’s most well-known personalities including Zoella and Michael Stevens of Vsauce.

During the three-day event I sat on a panel with Tyler Oakley, an American YouTube sensation, to discuss the process of social media stars working with brands. The next day his YouTube channel passed five million subscribers. Just 24 hours later he had won the Choice Web Star at Fox’s Teen Choice Awards, a mainstream event previously the domain of celebrities from more film, TV and music media. #TeamInternet and #TylerOakley also began trending globally on Twitter.

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Do Facebook likes still matter?

Organic reach on Facebook is declining.FacebooklikePoster

It’s been the discussion point for marketers using social media since the beginning of the year and by now you’re probably familiar with the issue.

If you’re not, here’s a quick catch-up for you: organic reach on Facebook (the number of people who see your content with no advertising) has dropped to just 6%. That means of those 10,000 Facebook fans on your page that you’ve spent all this time collecting, only 600 of them on average will see what you post. To reach the rest of them, you’ll need to advertise and promote your content. Facebook organic reach is expected to fall further and many analysts are predicting it will be almost zero by the end of the year. This means no one will see your content unless you pay to promote it.

To me, this raises a big question… Read More »

7 tips to protect your brand’s social channels

TheartofsociallisteningA day doesn’t go by without a story about a well-known company grappling with the reputational fallout of an offensive comment or image appearing on its Facebook page or Twitter stream. Sometimes the damage happens as a result of an inadvertent tweet by a member of the company’s own social or community management team. (Think US Airways.)

But far and away the greatest risk to a company’s brand originates from external, consumer-generated posts that range from physical threats and extreme profanity, to racism or religious intolerance.

As companies grow their social media followings, the challenge of maintaining vibrant social communities that accrue positivity to their brands also grows.

Here are seven practical tips for getting and staying ahead of your social media detractors:

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What would Twitter’s top tweets mean for brands?

twitter officeCould Twitter be planning to filter feeds to highlight users’ top tweets? Dick Costolo, Twitter’s chief executive, certainly dropped some heavy hints that changes could be afoot while speaking to analysts about the company’s Q2 results.

During a conference call last Tuesday, he said Twitter was interested in “surfacing the kinds of great conversations that pop up in people’s timelines…making sure that for those users who follow hundreds of accounts, they don’t miss the very, very best pieces of those streams as they flow by.”

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