Posts in Influence measurement

The fake follower economy is beginning to crumble

For years, there has existed an underground market in which individuals and companies buy and sell fake social media followers, along with fake likes and comments. 

These markets are an open secret and while fake accounts obviously violate the rules of popular social platforms like Facebook and Twitter, they have persisted.

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Birchbox's UK Managing Director on content, personalisation & forays into physical retail

I recently put together a round-up of great content marketing examples from beauty brands. Birchbox stood out as one of the best, effectively using its online magazine to help customers make the most of their monthly subscription box.

But how exactly does Birchbox create and execute its content strategy across all its digital channels? 

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URL vs social media tracking

Why marketers are failing to track 87% of their content shares

Although most brands confine their analysis of social sharing to share buttons and email newsletter tracking, our latest experiment shows that 87% of all shares are made through copy-and-paste direct from the address bar.

Unfortunately, there hasn’t been an easy way to track this data, until now.

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naomi neo

Six inconvenient truths about influencer marketing

Influencer marketing continues to grow like a weed, but that doesn't mean that brands employing it don't face big challenges.

Here are six inconvenient truths that brands using this increasingly popular digital marketing technique should be aware of.

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“It was a great campaign. It cost me $2M”: A discussion on EMV and social media measurement

I recently had a fascinating conversation with the CMO for a global multi-brand consumer goods company on the measurement of social media performance and in particular about EMV (Earned Media Value).

Here is a fairly accurate transcript of that conversation.

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Four reasons luxury brands are embracing influencers

While the mass market appeal of social media might seem at odds with the exclusive nature of high-end fashion, many luxury brands are starting to embrace influencer marketing. 

In fact, it has become a core strategy for some of the world's biggest luxury brands.

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Three ways brands are using emotional analytics to connect with customers

Social media has dominated my working life since its inception.

It’s been fascinating to see the evolution of brand communication as it moved away from brands talking at people, towards the creation of a dialogue with customers, fans and followers.

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Selfie on the Orient Express

From buzzword to bullsh*t: celebrating 144 years of ‘influencer marketing’

The first known instance of ‘influencer marketing’ was in the late 19th century. 

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How the Democratic presidential candidates are using social media

The 2016 Presidential primaries are well under way, and not surprisingly, all of the candidates are actively using social media to rally support.

Here's how the two candidates for the Democratic party, Hillary Clinton and Bernie Sanders, are using social media.

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Why restaurants need a hyper-local influencer marketing strategy

The founders of Pizza Pilgrims know a thing or two about influencer marketing. 

Established in 2011, the business has been built on the back of digital and social media.

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Cross-device

Cross-device measurement: what to look for in a solution

Whilst multi-device consumption is quite typical, for a marketer these usage patterns can be difficult to navigate and gaining a clear view of the user journey can be challenging.

So, how to improve cross-device measurement and deliver a seamless brand experience, with relevant, timely messages to audiences across all screens?

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What Twitter's removal of share counts means for publishers

In October, Twitter announced that it would be updating its Tweet button and removing the Tweet count.

That update is now live, catching many who were unaware of the impending change off guard.

Here's what publishers need to know about the removal.

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