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10 interesting digital marketing stats we've seen this week

Here are some of the most interesting digital marketing stats we've seen this week.

Stats include social advertising in the alcohol industry, a drop in Facebook usage, consumer loyalty, barriers to mobile payment adoption and Google News.

For more digital marketing stats, check out our Internet Statistics Compendium.

by David Moth 24 May 2013 10:53am 0 comments

How to run a successful multichannel social media promotion

Trick question: if you run a Twitter campaign that directs a customer to your Facebook page and they click through to your site, how many channels did you use?

In this day and age, running social media promotions can be overwhelming. There are large and highly engaged audiences on Facebook, Twitter, Pinterest, Instagram, Google +, LinkedIn, YouTube - and that’s just the social sites we hear about daily.

As a business, it can be challenging to figure out the what, the where, and the how of doing a multichannel social media promotion.

I’d like to address what it takes to be successful at that task, but in order to do so, we should first define what is a multichannel social promotion, what makes each channel unique, and what success actually looks like.

by Katya Constantine 24 May 2013 10:36am 0 comments

How The Rolling Stones use Facebook, Twitter, Pinterest and Google+

It’s time again for us to shine a light on how one of the world’s biggest brands use the four main social networks.

However unlike in previous weeks when we’ve focused on consumer brands such as Coca-Cola, BMW, Red Bull and Nike, this week the subject is The Rolling Stones.

The Stones are obviously very different from the other brands we’ve looked at in that they have a dedicated, global fan base, but they’ve still got to try and maximise their revenue by flogging concert tickets and merchandise.

With ticket prices what they are this is no easy task, particularly when targeting younger fans who won’t be as familiar with the band as older generations.

But social media allows them to bridge this gap to an extent and make the wrinkly rockers appear relevant and in tune with younger audiences.

So to find out exactly how they’re doing it, here’s a look at how The Rolling Stones use Facebook, Twitter, Pinterest and Google+...

by David Moth 22 May 2013 09:39am 3 comments

How Appliances Online went from 2,500 to 1m Facebook fans in just two years

Online electrical retailer Appliances Online (now rebranded as AO) has seen impressive growth on its Facebook page, recently hitting the milestone of 1m likes.

According to AO, it is also making Facebook sell, something not all retailers have managed to do.

It has seen a 60% in branded search traffic, which has led to a 58% uplift in sales driven by brand terms.

To find out the secrets behind this growth, I've been asking AO Social Media Manager Yossi Erdman...

by Graham Charlton 21 May 2013 10:07am 12 comments

Organic posts are most popular social tactic but paid ads are more successful: report

Despite the marketing potential that exists in social networks there has always been an element of doubt over the efficacy of buying social ads.

Some of the most convincing arguments against social ads are that people don’t want to be sold to while they’re socialising and that you can’t always trust the validity of personal data on networks like Facebook.

In fact our own head of social Matt Owen recently blogged about the problems he encountered with gauging the success of Promoted Posts due to poor targeting tools and fake profiles.

But a new report from Kenshoo shows that although organic posts (such as maintaining a branded Facebook page) are the most popular social tactic, paid ads actually proved to be the most successful approach.

by David Moth 20 May 2013 12:16pm 0 comments

Five lovely new features that mean Google Plus is about to take hold

Here's a brief summary of the main G+ improvements in effect today.

We at Econsultancy think it now has the chops to garner more users, and these features may enable the platform to take hold...

by Ben Davis 16 May 2013 12:15pm 17 comments

How BMW uses Facebook, Twitter, Pinterest and Google+

Over the past few months I've been looking at how different global brands make use of the main social networks, but so far I've neglected the auto industry.

I've rectified that this week by turning the spotlight on BMW, which as it turns out has a surprisingly strong Facebook presence.

This post follows on from similar articles focusing on brands such as Coca-Cola, Nike, Red Bull, Microsoft and Ikea.

And without further ado, here's a quick look at how BMW uses Facebook, Twitter, Pinterest and Google+...

by David Moth 16 May 2013 11:15am 3 comments

Why your engagement rate is low and how you can fix it

First off, there seems to be a lot of confusion over what an engagement rate actually is. In short, it’s a measure of the number of people that are engaging compared to the number of people who could be engaging.

Due to the nature of the different social platforms there are likely to be varying rates for each one. For example, the rates for Facebook will differ to those for Twitter. A good rule of thumb is to divide the number of interactions with your base. It isn't rocket science.

However, looking across the barren landscape of brand social media pages, achieving and maintaining high engagement levels does seem to be.

So what's going wrong? Broadly speaking there are seven reasons why your engagement rate is low...

by Mike Phillips 09 May 2013 10:52am 0 comments

How General Electric uses Facebook, Twitter, Pinterest and Google+

B2B companies can often struggle to make social work as people don’t tend to use Facebook and Pinterest for professional reasons.

There’s always Linkedin of course, but that presents an entirely different challenge from the four main consumer networks.

General Electric has managed to buck the trend and achieve a strong social presence, though it’s true that the company blurs the lines between B2B and B2C.

In an interview with Digiday last year, GE’s executive director of global digital marketing Linda Boff said that social platforms have allowed the company to get closer to its customers and tell stories about the human impact of what it does.

by David Moth 08 May 2013 14:55pm 1 comment

How William Hill uses Facebook, Twitter, Pinterest and Google+

The UK’s online gambling sector was worth more than £2bn in 2012 and bookies have been quick to adapt to the digital world to make sure they are maximising their market share.

For example, most of the major bookmakers have smartphone apps and Paddy Power has come up with some excellent viral ads to help raise its profile.

It’s an industry we’ve touched on previously, with stats showing the Irish betting shop is the top performing brand on social networks while Coral proved to have the most user-friendly website.

And with this in mind, I thought it would be interesting to take a closer look at how William Hill uses the four main social networks.

by David Moth 01 May 2013 10:23am 0 comments