It’s not often that brands are willing to share the mistakes that occurred during their social media campaigns, even though those are often the most valuable insights.
Therefore it was very refreshing to hear Radio France's head of digital marketing Virginie Cleve talk through a few of the things that didn’t go to plan when the business embarked on a new social strategy.
Cleve was speaking at Socialbakers' Engage NYC event today where she revealed that the public broadcaster, which has more than 5m daily listeners and attracts 3.5m unique visitors per month to its website, redesigned its digital marketing strategy in 2011 with a new focus on editorial.
Radio France didn’t have a large email database that it could use to promote the content, so instead decided to use social channels focusing primarily on Facebook.
American Airlines’ approach to social has undergone a huge period of transition in the past few years.
The evolution came thanks to a new strategy that was aimed at developing social as a responsive, efficient customer service channel.
At Socialbakers’ Engage NYC event today American Airlines’ social communications analyst Katy Phillips described how and why the company’s approach to social had developed since 2011.
Up until two years ago American’s social channels were handled in partnership with a PR firm, however it was felt that in order to properly resolve customer service queries social needed to handled exclusively in-house.
"If there’s one thing you have if you run a small business, it’s time. If there’s one thing you probably don’t have, it’s money."
I have to credit the above statement to Will Critchlow, it condenses what I'm about to discuss in a simplified way.
Essentially social media costs nothing but can be a fairly time consuming practice depending on how many platforms you choose to use. Social media is also the key way for a small business to develop awareness, raise its profile, gauge its market and interact with existing and future customers.
As a small business you're in a great position to start exploiting social media for all its worth.
As the UK is celebrating its first Small Business Saturday on 7th December 2013, here I present the first in a series of posts that will take a look at each individual social media platform, and highlight how your small business can wring the best out of each one.
Let's begin with Twitter.
The UK is celebrating its first Small Business Saturday on 7th December 2013, following in the footsteps of the United States who began the initiative in 2010, generating $5.5bn in its first year.
Supported by the UK government, it is hoped that success will follow into the UK and generate support for the 4.9m SMEs currently located here.
As well as some well-meaning tips on digitally showcasing and preparing for the big day, the blog begins with some lovely stats that should hit home on how important it is to participate.
I mean, if the idea of competing with 4.7m business of the same size doesn’t daunt you, then perhaps you should participate for the fun part, or indeed to support other local businesses.
This week, a few marketing bits and bobs have made it into Econsultancy's anti-format round-up of crazy stuff from the web.
Don't let that deter you good souls from taking a great big draught from our interweb chalice. Drink it down, there's a good boy.
Of course, refer back to our regular blog content and research if you want some serious best practice advice.
It’s late November, so we’re comfortably past the point where people are no longer agitated that ‘best of the year’ lists are starting to appear already.
In fact I’ve already got my 'Best Korean Pop Albums' and 'Favourite Men’s Health Straplines (abs category)' lists all lined up and ready to go. In a listicle heavy year, this Winter will be the ultimate in year-end countdown meltdown, or Listageddon as I’m pushing for the late November period to be renamed.
Hot off the presses today (I'm sure there's a more up-to-date cliche then that) and towering above the rest is Unruly with its Top 20 most shared ads of 2013.
This one’s good because it’s based on fact, not the opinion of some feckless pundit.
This week, the irascible and increasingly innovative Mr Robert Allen Zimmerman (that's Bob Dylan to you and me) unveiled a music video the world has been waiting 48 years to see.
'Like a Rolling Stone', the opening track from Highway 61 Revisted and to date the most successful single of Dylan's career, has been reinvented as a brilliantly satirical and cunningly re-watchable interactive music video.
Using a television set featuring 16 channels worth of programming that you can flick through, all containing various television presenters, soap opera actors, reality TV stars, game show hosts and even rapper Danny Brown, all lip syncing along to Dylan's original track.
It's not only a fitting tribute to the song in its bitter incongruity but also quite a seamless technological marvel.
Click on the image below to hear The Price is Right's co-presenter telling you how you now don't seem so proud about 'scrounging for your next meal'...
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.
According to a study from Adobe, in 2012 repeat shoppers made up just 8% of all site visitors in the US yet they accounted for nearly 41% of total online sales.
So bearing in mind the fact that it’s also cheaper to keep a customer than it is to attract a new one, businesses need to be working hard to keep shoppers satisfied and give them a reason to return.
With this in mind, I’ve rounded up 11 ways in which ecommerce retailers can improve customer retention.
Only 74 of the top 5,000 YouTube channels are from brands.
This research comes from Touchstorm’s latest study, The Touchstorm Video Index, covering Q3 2013 and concentrating on the 'YouTube 5,000', an elite group of channels with at least 43m views each.
Of those 5,000 channels, only 2% are owned by brands. That means there are 4,926 teenagers with webcams, older people with camcorders, vloggers with flipcams, bedroom animators with smartphones and various other fashionistas, musicians, close-up magicians, action figure critics and amateur film-makers who are completely dominating the platform and squeezing out the big companies.
What can brands do about this? Is there any hope for them?
Here are some key findings from the report, along with our own insight, ideas for strategy and a look at the brands who are using YouTube successfully.