Cadbury appears to be readymade for social marketing as it is a historic brand with products that people love.
However it hasn’t simply rested on its laurels and expected the ‘likes’ to come rolling in.
In the past year we’ve reported on Cadbury’s use of Facebook and Google+ for product launches, as well as its shift away from traditional media thanks to its success in social media.
Therefore I thought it would be interesting take a closer look at how the brand uses Facebook, Twitter, Pinterest and Google+.
This post is the latest in a series that has already examined the social strategies of several other major consumer brands, including ASOS, Tesco, McDonald’s and Red Bull.
Once the preserve of hipsters and mums, Pinterest has just taken another step towards solidifying its status as a valuable channel for digital marketers by unveiling a free analytics dashboard.
The tool allows businesses to track who is pinning content from their website, the type of content that is proving to be most popular, and how people interact with the pins.
Product manager Cat Lee told Reuters that “the goal is really to help websites understand what content is resonating with people on Pinterest".
But at the moment the tool appears to be quite basic, so how useful is it really for social media managers? And how will it impact brand content strategies? To shed some light on the new developments, I asked three social media experts for their opinions.
And if you want to learn more about Pinterest, check out our new Pinterest for Business Best Practice Guide.
In the latest instalment of our blog series looking at how brands make use of the four major social networks, I’ve decided to take a closer look at McDonald’s.
McDonald’s is one of the most recognisable brands in the world, yet also has to battle a fair amount of negative publicity, so one would assume that its social accounts would be extremely active.
This blog follows on from similar posts looking at the social strategies of ASOS, Walmart, Starbucks and Red Bull, among others.
And without further ado, here is a quick look at how McDonald’s uses Facebook, Twitter, Pinterest and Google+...
Starbucks is often touted as having an excellent social strategy, so it’s an excellent subject for our series of posts looking at how brands use the four main social networks.
Having previously evaluated a number of brands including Red Bull, ASOS, Walmart and Ikea, it appeared that the brands that were doing well in social all followed the same basic blueprint – they post updates several times a day and are excellent at responding to consumers.
But as this post shows, Starbucks has managed to outperform nearly all other consumer brands in terms of community engagement despite taking the exact opposite approach.
And there is a special mention for Starbucks’ Instagram feed at the end as well...
Competitions are increasingly popular among brands using Pinterest and are a good way to increase the virality of content by encouraging users to spread branded images across the Pinterest network.
It can also be a useful, if slightly cynical way of quickly boosting your number of followers.
This is no different from the way that businesses have been using Facebook for years, and we recently pointed out eight examples of brands that have run Instagram competitions.
Our new Pinterest for Business Best Practice Guide includes advice on how to run competitions on the platform, including analysis of real life examples.
In the latest instalment of our blog series looking at how different brands use the main social networks, I’ve decided to shine the spotlight on Ikea.
The Swedish furniture manufacturer is probably one of the most recognisable brands on the planet, and its catalogues are full of striking visuals that are perfect for sharing via social.
Ikea has also just found itself caught up in the horsemeat scandal, so it’s the perfect time to see how it is using Facebook, Twitter, Pinterest and Google+ for customer engagement.
For comparison, I’ve previously looked at how Walmart, Tesco, Red Bull, John Lewis and ASOS use the four main social networks.
The internet economy may be one of the brightest spots in today's global economy, but the hits taken by shares of publicly-traded prominent internet brands like Facebook, Zynga and Groupon has definitely had an impact on venture backed companies, many of which have had and will have a more difficult time convincing investors that they're worth as much as they might have been able to convince them they're worth a couple of years ago.
You wouldn't know that, however, looking at Pinterest's latest funding round, which made headlines last week. The image-based social network is on the verge of becoming the second most popular social media site in the United States, and despite the fact that it hasn't figured out how to make money, investors poured $200m into the young company at a $2.5bn valuation.
Despite its reputation for having a predominately female audience, Pinterest is proving to be a successful hunting ground for menswear brands.
New research shows that Topman has more than double the follower count of any other UK retailer and is also adding to its community faster than its competitors.
The eDigitalResearch Social Media Benchmark found that Topman has 87,959 followers, compared to 26,594 for Net-A-Porter and 24,847 for ASOS.
Pinterest has developed from a niche social network into an important marketing tool in little more than 12 months, with its focus on striking visuals and imagery making it the perfect platform for retailers and lifestyle brands.
To help brands take advantage of this opportunity, Econsultancy has published a new Pinterest for Business Guide aimed at companies and individuals who are thinking of joining Pinterest and want to find out more about the social platform, as well as people who are currently using Pinterest and want a deeper understanding of best practice.
I spent a number of years as a social media manager - first for PayPal, then giffgaff and, most recently, I was the corporate community manager for the BBC. I feel a strong affinity to those behind the brand handle after being through the wars myself. It's not uncommon to spend sleepless nights at a keyboard, or take a night bus home so you can stay above ground to tweet during an issue ,or be attached to your phone on your only vacation in months. This is the current state of our community directors and their staff.
It was great to see Ogilvy feature three social community managers on their recent panel, The Rise of the New Community Manager, as part of Social Media Week. The panelists included Karen Untereker, U.S. Manager, Social Media at Ford Motor Company, Ariel Norwood, Online and Social Media Team Leader, Northeast Region, Whole Foods Market and Vanessa Wojtusiak, Head of Social Marketing, iHeartRadio and was moderated by Rachel Caggiano, Senior Vice President, Social@Ogilvy.
According to Toprank CEO Lee Odden’s recent SES London session, content marketing at its very minimum needs to include: brand leadership, customer empathy, storytelling and creativity.
Here are three reasons why some of that creativity should be visual, regardless of your brand or industry.