As its legacy continues to grow, last year will forever be the year of London 2012, one of the greatest events ever to grace the sporting world. It also happened to fall within what the industry is calling ‘The Social Era’ of sponsorship.
So what have brands learnt from it? And what does that mean for sponsorship and the rest of 2013 – already dubbed ‘The Empty Year’? Read More
As Tesco slowly responds to the horsemeat scandal in terms of social media, although you it has announced a new consumer food news website, you can see from this infographic that by far and away it remains the most connected with the food chain scandal in social channels.
The number of mentions it has racked up far outstrip those of its supermarket rivals.
What’s interesting in all of this is rival Sainsbury’s. Its name has rarely been connected to the scandal. The UK’s second biggest supermarket last week confirmed no horse meat was found in its beef products following 250 tests in line with the Food Standards Agency rules. Sainsbury’s had withdrawn some burger lines last month amid the food scandal, but has since confirmed it has not found any traces of horse DNA. Read More
A bad week for Tesco and let’s not forget Iceland, Aldi and Lidl as the horsemeat burger story has cantered…okay enough of that. Yesterday Tesco took the initiative and ran national newspaper ads to apologise for selling beef burgers that contained horsemeat. In the midst of all of this social media, and Twitter in particular, has largely been used to mock the UK’s biggest supermarket chain. Tesco’s own customer care Twitter account @UKTesco, which strikes a generally light and humorous tone, has been fairly quiet during the #horsemeat scandal and could have been used to better effect.
Tesco has clearly been monitoring social media where many of us first heard about the #horsemeat story and last night it decided to shake things up a little and its @UKTesco account took a chance and cracked a perfectly timed #horsemeat joke and it seems to have paid off. Read More
We’ve written several times before about brands finding their social media voice and how difficult that can be. But if brands can get it right, if they can get that certain mix, the results can deliver great levels of consumer engagement. More than that, they can deliver an appreciation that makes the effort worth while and do wonders for how the brand is viewed. This seems to be what Skittles has managed to achieve with its highly entertaining Twitter feed. Read More
A report looking at social media in the FTSE100 has found a statistically significant correlation between social media performance and subsequent daily share price movement. It suggests that those companies doing better at social media are seeing positive changes in their share price.
The Social Media in the City study also found that two-thirds of FTSE 100 companies perform below average on the main social media networks while those ranking best include Shell, ITV, Sainsbury’s and AstraZeneca — a star performer on Twitter.
Rival Tesco is along way behind Sainsbury’s coming in at 38. Likewise BP comes along with behind Shell at 31. ITV features at 10 while BSkyB is at 17. Read More
A brilliant piece of Twitter customer service from 02 here. It is a brand that has shown how to be consistently good no matter the circumstances or the type of language used when it comes to social media.
This particular conversation started being shared last night and has gone viral. It details how O2 responded to a customer who had an issue about his router and only seems to speak Twitter in Jamaican patois.
How do you respond when sitting in customer service? Apparently you get out your English-lexified creole language with West African influences dictionary and you reply straight back. Take a look. Read More
Tesco chief executive Philip Clarke announced last week that he’s launching his very own blog in order to rebuild trust in the brand, which is set to announce its first global profits drop for 20 years next month.
Clarke’s first post details a commitment to making Tesco ‘better understood’ – by bringing to the fore the human element and the various stories from all levels of the organisation. He concludes by saying that “the best blogs kick off a conversation, not a monologue, so we’re in the market for your feedback, ideas, corrections, criticisms, and bouquets.”
Yet curiously, Tesco have decided against comment boxes, preferring ‘social media buttons’ at the end of each post. Read More
FTSE 100 companies, including BP, Burberry, ITV, Sainsbury’s, Tesco and Unilever have a combined 19 million Facebook fans, but only 1.7 million followers on Twitter.
While there are 70 FTSE 100 companies on Twitter the bulk of those followers belong to Burberry whose Twitter account has more than 1.1 million followers although that is a consumer rather than a corporate account.
Twitter brought its #Twitter4brands road show to London yesterday and used the event to highlight the success stories of a number of brands that have scored high levels of engagement on Twitter — far exceeding traditional online advertising.
Adam Bain, president of global revenue at Twitter, pointed to brands such as Porsche, Starbucks and ASOS while Cadbury and Absolute were also highlighted at the packed event on London’s South Bank. Read More
Twitter is still the most popular social networking tool among major brands, according to a new report by threepipe. As many as 69 companies are active on the site, up from 63 last year. YouTube though has seen the highest increase in users though, going from 38 to 63 in the last year.
The use of Facebook has increased too, with fourteen new companies creating pages on the platform. New services Google+ and Pinterest are gaining a small amount of traction too. Read More
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