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In an effort to create successful social campaigns, more and more brands are aligning themselves with social media influencers, boosting the fortunes of consumers-turned-digital celebrities in the process.
But are brands setting the stage for an influencer marketing implosion?
The story of Essena O'Neill, a popular 18 year-old influencer from Australia, raises numerous questions that brands may have to grapple with sooner than they expect.
According to new research, Mr Porter is the most socially engaged premium fashion retailer, closely followed by Kurt Geiger and Matches.
In this post I'm going to analyse what each of those brands is doing on social media to see why they're so successful.
I have worked in social media before, but only as part of a wider role and only really to help out other people here and there.
I’m therefore little more than a beginner myself, so I thought it would be good to put together a list of things I wish I’d known about the various platforms when I first started using social.
I asked the same question of Dunkin' Donuts last year, and frankly it was an easy one to answer.
Dunkin’ Donuts has been doing excellent work since it landed on social six years ago, with great personal interaction on Twitter, mouth-watering video content on Vine and dangerously tempting images posted on Instagram.
Can an 86 year old brand still dance with millennial consumers?
7 UP is one of the world’s most recognisable brands, but in the past that branding has often danced between a variety of campaigns and messages.
Or… what is the point of following eBay on any social channel?
That’s basically the question I asked myself when I sat down to write this primarily speculative post. I can’t imagine ever feeling the need to ‘follow’ eBay, despite being a long-term user of its online marketplace.
A few weeks ago, I said goodbye to my 34 year-old self with the last high-five I’ll ever be legally allowed to give, and begrudgingly shook the age of 35 by the hand with a firm and mature grip.
It was a defining moment that also saw me exit the average user age of some of my favourite social networks (although for Snapchat I was already 15 years too late).
Since Yahoo bought Tumblr in 2013 there's been an amount of controversy, or at least change.
Declining web traffic (perhaps explained by increased app usage), advertising, the advent or popularisation of other social networks and websites (Snapchat, BuzzFeed etc.).
Despite all this, I still find Tumblr to be a really interesting platform for its simplicity of design. Brand and publisher websites often follow in the footsteps of social network design, think Pinterest as well as Tumblr.
Aside from design, the idea of earned content, blogs on separate domains, microsites, all these things have allowed brands to subtly develop or experiment with a friendlier perhaps even quirky tone. To that end, I've rounded up some inspiring Tumblrs that I feel can inform brands of various tactics for success on social media.
See what you think.
From exclusive competitions, to eye-popping images, to personal interaction to some of the most mouth-watering video content around, Dunkin’ Donuts has been doing phenomenal work since it landed on social five years ago.
The brand’s Vines regularly turn up in 'best branded Vines round-ups', its Twitter account is often held up as a great example of interaction and its Instagram is a dangerous place to be if you have even a tiny amount of room left after lunch.
Not all the channels have been winners for Dunkin’ Donuts however, some of them are looking a little under loved and under developed. Perhaps this is a testament to the brand’s desire to give any new channel a go, and realising that ultimately not all channels are for every brand.
Or is there room for every brand on every channel? It takes research and no small amount of trial and error to develop the right tone of voice and tailor content accordingly.
Let’s begin with Facebook and Twitter, Dunkin’ Donuts first forays into the rocky road of social media back in 2008, before checking out the newer channels.
When you think of Tumblr, you probably think of edgy creative images and striking visuals. You probably don’t think about your bank.
But at first direct, we’re just about to launch a new Tumblr channel to showcase ourselves in a slightly different space, a space which is not particularly a ‘bank space’, a space which is unexpected.
Social media is a major part of Ford's continued evolution in digital and in many cases features some of its most groundbreaking work.
Ford was the first automobile manufacturer to reveal a vehicle on Facebook, it was the first brand on Google+ and it runs perhaps one of the most uniquely enjoyable and surprising Vine accounts.
Last month I wrote about why Ford's social media strategy is so good, in which I discussed Ford's various social channels and how it expertly tailors its output and connects to each channel’s audience with the right content and tone of voice.
At the helm of this strategy is Scott Monty, Ford's global digital & multimedia communications manager. Within just a few years Scott has transformed the 110 year old car manufacturer into one of the most successful brands in digital and social.
I recently had the opportunity to interview Scott Monty for the blog and he had the following to say about Ford's social media strategy, the challenges the company faces and Ford's overall digital transformation.
It's arrived slightly late this month, but here is your regular round up of interesting, creative and inspiring social campaigns.
It includes Cristiano Ronaldo, a load of selfies, newsjacking, Spider-man, Manchester City, The Special One, and a brilliant campaign from Pharrell and Tipp-Ex.