social strategy

Five digital-to-physical social campaigns that will inspire us in 2016

Using the power of social media to interact with the physical world is a relatively under-used concept, but there are a few brands that understand exactly how to do it well.

Consumers don’t perceive any difference between online and offline, so marketers need to mirror this attitude and design experiences that will be resonant ad relatable to their customers.

Six spectacular social media campaigns and their results

The deadline to enter the Masters of Marketing awards has been extended! You now have until September 23 to submit your nominations. 

One of the categories that will no doubt have a huge amount of competition this year is social media.

To help inspire your entry I thought I’d show you six of the best social media campaigns from last year and the impact they had on the brands that ran them. 

Sony’s approach to putting storytelling first

For the last few years Sony has been working harder to improve the way it engages with its audience using storytelling techniques

Tim Lion is the European head of social media at Sony and during his talk at last week’s Festival of Marketing he admitted that it would be “a fallacy to suggest that what they were doing was a roaring success”.

However finding the right tone and content to connect with an audience is a lengthy process that takes a great deal of trial and error, especially if you’re a brand that’s just used to broadcasting technical specs for the last 70 years to an incumbent audience.

Things are improving though, and Lion’s social team seems to be learning from its mistakes.

Universal Pictures: social and the silver screen

How has one of the oldest and most high profile industries adapted to the rise of social media?

Two years ago, social was something that the publicity department did on the side. Universal has since built a specific social team and overseen a complete change in marketing strategy.

Albert Hogan is the head of digital strategy at Universal Pictures UK and he talked at our Festival of Marketing this morning about how the studio has learnt to engage with a very vocal film-loving audience across social.

Lars Silberbauer on LEGO and being the human voice of your company

LEGO is one of the most beloved brands on the planet and its social strategy is one of the most richly engaging and rewarding.

The company puts a strong emphasis on encouraging and inspiring the different communities it has created throughout its many active digital channels.

Lars Silberbauer is LEGO’s global director of social media and this morning he gave a talk at our Festival of Marketing about the finer aspects of Lego’s social strategy.

Q&A: Lars Silberbauer on LEGO’s social strategy

LEGO is a consistently engaging brand that puts a strong emphasis on encouraging and inspiring the different communities it has created throughout its many active digital channels.

It hasn’t just relied on the 65 years worth of good-will built up from being one of the most beloved brands on the planet however.

LEGO has worked incredibly hard to remain relevant across the generations by aligning itself with quality licences, creating excellent content (which lead to one of the most successful pieces of content marketing in recent years) and experimenting with crowd-sourced product developement. All of this while still remaining true to its original vision.

I recently spoke to LEGO’s global director of social media Lars Silberbauer about the more strategic aspects of LEGO’s social activity

This interview should act as a tantalising appetiser to Lars’ appearance at our Festival of Marketing event in November, a two day celebration of the modern marketing industry.

How Zappos uses social media: Twitter, Facebook and Instagram

The US online fashion retailer makes a rather bold statement in the about section of its website.

“Customer service isn’t just a department!” The entire organisation is built around one sole mission: to provide the best customer service possible.

A lot of brands may say that customer experience is at the core of their strategy, but how many follow through with this statement in practice?

Graham Charlton discussed what Zappos could teach us about staff and customer retention last month. It’s largely about making the working environment as happy as possible through plenty of staff recognition, trust, responsibility and plenty of perks.

For the customer it means ‘delivering a WOW philosophy’ through excellent service, customer focused metrics, surprising people through under-promising and over-delivering and remaining ever personal.

So Zappos delivers ‘happiness’ for its employees and for its website customers. How about its social channels? Given Zappos focus on customer service, does this extend to the channels where more and more consumers are expecting interaction from brands?

LEGO: putting community first with five inspiring social campaigns

LEGO makes for a brilliant and satisfying case study for hundreds of reasons. 

It helps that it’s one of the most beloved brands on the planet, appealing across generations and ages. It constantly remains relevant by aligning itself with quality licenses and innovations, whilst staying true to its own brand identity. 

It also has achieved content marketing triumphs that most other brands would kill for and a social strategy that puts the majority of its focus on community engagement.

Therefore it’s great idea to check in with the company on a regular basis to see what it’s been doing on its digital channels, to offer inspiration for your own endeavours.

We also have LEGO’s global head of social media Lars Silberbauer-Anderson talking at our Festival of Marketing in November, so please join us for a two day celebration of the modern marketing industry.

How 20 top UK retailers handle social customer service

Last week I took to Twitter posing as an ‘innocent’ customer and asked 20 of the UK’s top retail brands a variety of questions.

They were all pretty simple: “what time does my local branch shut?” “Can I return online purchased items to a high street branch?” “When will this item be back in stock?” Theoretically nothing any social media team couldn’t easily answer.

The purpose of this was to test the speed, responsive and helpfulness of these brands’ social customer service.

I also looked at whether each brand stated clearly that it was available for customer service, if it operated a separate customer service account from the main Twitter channel and whether it published its operating hours within its profile.

Before we get on with the ranking though, a little on the importance of social customer service…

Red Bull vs GoPro: taking content marketing to the extreme

It’s the big one. The bout to beat them all: ‘The Rumble in the Jungle’. ‘The Thrilla in Manila’. ‘The Brawl for it All’… These will all seem like mere ‘Fisticuffs in Magaluf’ when this contest is over. 

In the red corner, unsurprisingly… Red Bull, with its commitment to broadcasting the most extreme of escapades to a worldwide audience, including a whopping 3.7m YouTube subscribers and a high concept strategy of putting thrills and spills before energy drink sales.

In the blue corner, strapped head-to-toe in tiny cameras so viewers can witness every single punch in glorious high definition clarity… GoPro, with its intimidating dominance of social video, constant gracing of the top ten biggest brands on YouTube and an effortless ability to marry its products perfectly with its content.

Two giant brands. One arena that can barely contain them both and one glorious winner, turkey-trotting over the shattered bones of its crushed opponent. 

I am but the lowly referee, cowering to avoid the blows, but too fascinated to look away. So let’s take a glance at these titans in the content marketing and social worlds and see which will be crowned the ultimate champion.

Ding ding…

What social customer service is really worth: stats

You probably already know the marketing value of social media. You probably already know certain vanity metrics of social media. You possibly even know the detrimental effects of being bad at social media.

Do you know the value of giving social customer service?

Giving customer service over Twitter and other social channels is not only becoming a necessary part of a brand’s social media presence but also one forced upon it by a consumer base who sees your unsuspecting brand operating in a public space and thinks “now I’ve got you!”

Of course this is only true of the brands that haven’t prepared well enough to deal with customers via social channels. Those that either ignore complaints, questions or even just rudimentary engagement.

There are many brands out there totally nailing social customer service, and there’s a collection of them in how the top brands use Twitter for customer care however if you need extra persuasion that bringing customer service to you social strategy is the right thing to do, here’s a collection of stats and infographics to give you that final push.