Oreo was the brand with the highest increase of ‘buzz’ in 2012, with a 49% higher online chatter than in the previous year.
How did Oreo achieve this and also continue to maintain this high level of engagement?
We’ve previously discussed on the blog about how Oreo is the king of agile marketing, and it's clear that Oreo has a marketing team that not only has a finger tightly on the pulse, but who can also react with whip-smart efficiency, humour and charm.
Recently I’ve discovered some more great examples of online marketing (agile and not-so-agile) throughout Oreo’s social channels. Each one displaying a strong presence and a keen idea of what its followers expect from the brand. Let's take a look at each one in turn...
Happy Thanksgiving! Happy Hanukkah! Happy Thanksgivukkah! Uh... Happy Black Friday!?
Even with that opening salvo of well-wishing I feel like I'm still missing people. Hey, Happy ruddy Friday everyone!
Sit back, relax, pop on your work headphones (you're not sat on the back of a bus after all), and take a look at these 16 brilliant new Vines from brands, all collected during November 2013. Plus there's a Thanksgiving bonus at the end.
Then if that's not enough, check out October's 10 best new examples of branded Vines when you're done.
Snapchat, the equally popular and controversial photo-sharing site, has edged out Facebook in being the most frequently used platform to upload photos.
Out of 809m daily photo uploads in November 2013 so far, Snapchat has a 49% share (accounting for approximately 400m daily uploads), with Facebook now at 43%.
This 400m figure has grown from the reported 350m in September 2013 and a previous figure of 200m in June 2013.
If content is king, then social is definitely queen. With a fast growing digital society that loves to post and boast, social media has become a fundamental tool in a content marketer’s kit.
And for the travel marketers, social has been a gift. Done well, a great campaign can far outreach any traditional marketing activity in terms of audience and influence.
Social, no longer seen as a bolt-on channel, has become an integral part of travel marketing, from PR, reputation management to customer engagement. And in many ways, it's also the voice of the brand.
Virgin Atlantic’s director of brand & customer experience, Reuben Arnold says: 'Social media helps us demonstrate our personality and what we’re about'.
Vine has introduced a new ‘sessions’ feature, which means you can now save up to 10 Vines for editing or adding footage to at a later date.
You can also play around with the timeline of individual saved Vines by reordering separate shots, which means the user can fix any mistakes in the recording process.
An earlier update introduced ghost, which allowed the user to check the composition of the frame by faintly superimposing the previous shot over the screen.
These updates only serve to make Vine more user-friendly and professional. The upshot is we’re likely to see much better quality Vines in the future, as users now have the ability to re-edit and polish their own work.
These improvements arrive shortly after Instagram added video functionality to its photography app. Some saw Instavid as having a major advantage over Vine – 15 second length, choice of cover photo, Instagram’s own selection of filters – but with Vine amassing 40m users in just nine months, Vine is still a viable playground for brands to exploit.
Let’s take a look at the most recent examples of branded Vines…
Disclaimer: I hate infographics!
If not the medium, the execution is so often poor, as is the chosen subject. But I feel differently when it comes to brands. I’m interested in learning about brands and their activity.
So, I’ve collected 10 stellar infographics here for your viewing pleasure. They’re not all by brands themselves, but all include brands and their footprints.
They range from the mind-blowingly expansive (see the brands that own the brands) to the fruity and fun (see the Die Hard promotion).
Just click on each stub to enjoy the full infographic. Happy stat attack!
It has often been said in filmic terms that if a story can't be told in 90 minutes than it's not worth telling. Try telling that to The Godfather.
However this certainly rings true on some level, especially in advertising where you're engaging with a customer or selling a product rather than telling a sprawling, expansive story of gun violence and enemy disposal.
Who does benefit from the longer format? For a customer it's good to keep things brief, nobody needs to sit through another colossal Thomson marathon, but conversely six second Vines may seem too short for the purpose.
Six seconds may be the prime length for our fleeting attention spans, but for marketing, this truncated length can be too much of a handicap to get a brand message across.
Perhaps, for this reason, the 15 second Instagram video is a far more effective method and may explain why there was a dip in Vine usage during its launch period. Let’s investigate…
Social customer care has been around for roughly five years and I'm wondering how much it has really moved on in that time, since the first Tweet was sent by Frank Eliason, #Twelpforce, giffgaff and United Breaks Guitar.
Does Amazon's Mayday and NatWest's use of Vine videos for customer service give us cause for optimism?
Vine is beautiful. It costs nothing but time, it rewards creativity, trial and error, and patience. Many brands have made great use of Vine, and the medium is magic when its potential is realised.
So we thought we'd see what we could get our audience to create, to promote the Festival of Marketing, where Ian Padgham, Professional Viner, is one of the many speakers at our PUNCH event, just one part of a packed week.
We're giving away some Festival passes, and some tickets to Marketing Frenzy, the week's showstopping party at Fabric in London.
So without further ado, here are our first winners. We've still got some tickets to give away, so send in your entries and we'll do another roundup next week.
Instagram has added video capability to its iPhone and Android apps to let its users create 15-second videos and share them on Instagram or other social networks, while Twitter recently introduced Vine, its app for helping people create and share six-second videos.
For merchants, the heightened popularity of videos, and online users’ excitement about making and sharing them, means that the time is right for shareable product videos.