tag:econsultancy.com,2008:/topics/reputation-management Latest Reputation management content from Econsultancy 2016-05-04T14:55:23+01:00 tag:econsultancy.com,2008:BlogPost/67779 2016-05-04T14:55:23+01:00 2016-05-04T14:55:23+01:00 How Donald Trump is using social media Patricio Robles <p><img src="https://assets.econsultancy.com/images/0007/4579/trumptwitter.png" alt="" width="577" height="289"></p> <h3>Stats-at-a-Glance</h3> <ul> <li> <strong>Twitter followers:</strong> 7.91m</li> <li> <strong>Facebook fans:</strong> 7.3m</li> <li> <strong>Instagram followers:</strong> 1.4m</li> <li> <strong>YouTube views:</strong> 5.3m</li> </ul> <p>Donald Trump is no conventional candidate for the US presidency and his use of social media has been anything but conventional as well.</p> <p>Social media has <a href="http://www.theguardian.com/commentisfree/2016/apr/03/donald-trump-internet-success-twitter-us-election-media">been dubbed</a> the "real Trump card in the US election" by professor John Naughton and the numbers demonstrate why: according to an analysis by social media management firm SocialFlow, Trump <a href="http://www.socialflow.com/social-trends-trump-dominated-twitter-trending-in-january/">has dominated</a> the political conversation on Twitter, where he has posted more than 30,000 tweets.</p> <p>By <a href="http://www.sfchronicle.com/politics/article/The-Donald-trumps-Clinton-Sanders-on-social-media-7227611.php">the company's estimate</a>, between March 2015 and February 2016, US social media users spent more than 1,200 years reading about The Donald on social media.</p> <p>The billionaire businessman would have had to spend $380m if he sought to generate the same amount of attention through paid ads.</p> <p>There's a caveat though: much of the attention Trump has garnered on social media has been generated with controversial tweets and retweets like the one below, which took aim at the wife of his then-competitor, Ted Cruz.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">"<a href="https://twitter.com/Don_Vito_08">@Don_Vito_08</a>: "A picture is worth a thousand words" <a href="https://twitter.com/realDonaldTrump">@realDonaldTrump</a> <a href="https://twitter.com/hashtag/LyingTed?src=hash">#LyingTed</a> <a href="https://twitter.com/hashtag/NeverCruz?src=hash">#NeverCruz</a> <a href="https://twitter.com/MELANIATRUMP">@MELANIATRUMP</a> <a href="https://t.co/5bvVEwMVF8">pic.twitter.com/5bvVEwMVF8</a>"</p> — Donald J. Trump (@realDonaldTrump) <a href="https://twitter.com/realDonaldTrump/status/712850174838771712">March 24, 2016</a> </blockquote> <p>Trump's own wife has <a href="http://www.news.com.au/finance/work/leaders/melania-wishes-trump-would-stop-tweeting/news-story/7437e3f32240556bf8a45d9b27e5186a">publicly revealed</a> her wish that her husband ease up on his tweeting, a sentiment likely to be echoed by many social media experts.</p> <p>But despite the fact that he has taken "authenticity" to a whole new level, embracing posts that contain everything from controversial subject matter to amusing misspellings, Trump's success in the Republican primaries suggests that perhaps there really is <a href="https://econsultancy.com/blog/67765-is-there-such-a-thing-as-bad-publicity-on-social-media/">no such thing as bad publicity on social media</a>, at least for the time being.</p> <p>Interestingly, despite his unique approach to social media, Trump isn't without counsel.</p> <p>But unlike the Democratic candidates, Trump's social media advisor, 29-year-old Justin McConney, doesn't have political campaign experience.</p> <p>He began working with Trump in 2011, before his White House bid began, and appears to have encouraged but not controlled the presumptive Republican nominee's prolific social media use.</p> <p><a href="http://www.politico.com/story/2015/09/trumps-social-media-guy-214309">According to</a> Politico, Trump "functions as his own communications strategist" and calls the shots...</p> <blockquote> <p>[Trump] takes occasional tweet suggestions from those around him but composes most himself, tapping them into his Samsung smartphone, calling them into his office or dictating them to a nearby aide.</p> <p>He also decides which of his supporters to retweet, a hallmark of his Twitter feed.</p> </blockquote> <p>So far, it's hard to argue that Trump's unconventional approach to social media hasn't been successful, but as the general election nears, we'll check in to see how the candidates' respective social media campaigns evolve and fare.</p> tag:econsultancy.com,2008:BlogPost/67796 2016-04-28T13:56:46+01:00 2016-04-28T13:56:46+01:00 Are brands ruining #EdBallsDay? Andrew Chrysostom <p>Firstly, a potted history of the Twitter phenomenon that is ‘Ed Balls day’.</p> <p>Five years ago, the former Labour shadow secretary was shopping in a supermarket for ingredients to make a slow cooked pulled pork shoulder. That’s right, Ed Balls was pulling pork before you.</p> <p>He had searched for an article about himself on Twitter using his phone and then at 4.20pm accidentally tweeted his own name.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Ed Balls</p> — Ed Balls (@edballs) <a href="https://twitter.com/edballs/status/63623585020915713">28 April 2011</a> </blockquote> <p>Then the internet happened.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Happy <a href="https://twitter.com/hashtag/EdBallsDay?src=hash">#EdBallsDay</a>. Here is a poem entitled "Ed Balls". <a href="https://t.co/7EkVVISWGp">pic.twitter.com/7EkVVISWGp</a></p> — Brian Bilston (@brian_bilston) <a href="https://twitter.com/brian_bilston/status/725576230322462721">April 28, 2016</a> </blockquote> <p>Naturally, it gathered thousands of retweets with users keen to showcase a classic ‘dad on social media’ moment.</p> <p>But after five years, there’s a feeling that #EdBallsDay has become too commercialised.</p> <p>Much like Christmas, has enthusiasm dulled as the spirit of the holiday is gradually being taken over by brands?</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">It's a shame Ed Balls Day has lost its true meaning. Too commercialised these days. <a href="https://twitter.com/hashtag/EdBallsDay?src=hash">#EdBallsDay</a></p> — David Wriglesworth (@Wriggy) <a href="https://twitter.com/Wriggy/status/725573267243864064">April 28, 2016</a> </blockquote> <p>Recently, the death of Prince put a lot of corporate social media channels <a href="https://econsultancy.com/blog/67781-why-do-brands-continue-to-make-stupid-social-media-decisions/">under scrutiny</a> for attempting to make themselves relevant in a context that has nothing to do with their brand values.</p> <p>While corporations joining in on this Twitter in-joke is nowhere near as insensitive, there’s an overwhelming feeling of... why?</p> <p>Laboured puns desperately trying to shoehorn either ‘Ed’ or ‘Balls’ into a product, corporate handles tweeting their own names – there’s an overwhelming feeling that brands are joining conversations that they were neither invited to, nor welcome in.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">TwistED DoughBALLS. <a href="https://twitter.com/hashtag/EdBallsDay?src=hash">#EdBallsDay</a> <a href="https://t.co/FwTWc82XHD">pic.twitter.com/FwTWc82XHD</a></p> — Domino's Pizza UK (@Dominos_UK) <a href="https://twitter.com/Dominos_UK/status/725595851708596224">April 28, 2016</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/MetroUK">@MetroUK</a> Stop it.</p> — Oscar Tollast (@DorsetEchoOscar) <a href="https://twitter.com/DorsetEchoOscar/status/725583884973395968">April 28, 2016</a> </blockquote> <p>The meta-culture of social media is one of the things which gave prominence to its rise.</p> <p>From the days of using forum acronyms <a href="http://www.urbandictionary.com/define.php?term=IRL">IRL</a>, there has always been a unique element to nuances that develop purely in niche communities.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Google</p> — Google UK (@GoogleUK) <a href="https://twitter.com/GoogleUK/status/725579001318793216">April 28, 2016</a> </blockquote> <p>These in-jokes quickly become stale when either the subject of them becomes too aware of the publicity, or when they feature in advertising campaigns.</p> <p><iframe src="https://www.youtube.com/embed/PrSPuBYm-Cw?wmode=transparent" width="560" height="315"></iframe></p> <p>Fortunately for the online community, the politician took the fame in good humour and even joined in on the joke, integrating the spike in awareness to his political campaign (sadly Ed lost his seat in the last election).</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Here we go again… ! RT @edballsmp: Ed Balls <a href="http://t.co/EhIPfbmQRo">pic.twitter.com/EhIPfbmQRo</a></p> — Ed Balls (@edballs) <a href="https://twitter.com/edballs/status/593072495395282944">28 April 2015</a> </blockquote> <p>Brands tweeting about Ed Balls feels a bit like your parents liking a Facebook status about a messy night out you’ve been on.</p> <p>So mum, dad, Metro. Let the kids have their fun, and don’t spoil the party.</p> <p>Having said that, we’ve just written an entire blog post about Ed Balls day.</p> <p>Far from trying to join the branded party, just know that at Econsultancy we celebrate the true spirit of Ed Balls day.</p> <p>Whilst we won't be tweeting 'Ed Balls' or 'Econsultancy' at 4.20pm today, we will be watching this. </p> <p><iframe src="https://www.youtube.com/embed/CVaaiwjRGNw?wmode=transparent" width="560" height="315"></iframe></p> tag:econsultancy.com,2008:BlogPost/67781 2016-04-25T17:08:00+01:00 2016-04-25T17:08:00+01:00 Why do brands continue to make stupid social media decisions? Patricio Robles <p><img src="https://assets.econsultancy.com/images/0007/4258/princetweet.jpg" alt="" width="281" height="250"></p> <p>Case in point: last week, Cheerios, the cereal brand owned by General Mills, found itself in hot water after the Minnesota-based company posted a tweet in response to the death of Prince.</p> <p>It contained a "Rest in Peace" graphic in which the dot in the letter <em>i</em> was a Cheerio. Not surprisingly, many in the Twittersphere found the tweet to be in very poor taste.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Can't believe that Cheerios Prince ad. Incredibly poor taste to use his death for self promotion. smh</p> — Harbinger (@veebex) <a href="https://twitter.com/veebex/status/723600959960698884">April 22, 2016</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Offensive and tasteless aren't always the same thing. Inserting your brand into your memorial is the latter <a href="https://t.co/iQejKtzbRH">https://t.co/iQejKtzbRH</a></p> — Foodmancing® (@Foodmancing) <a href="https://twitter.com/Foodmancing/status/723636799986237440">April 22, 2016</a> </blockquote> <p>While numerous other brands paid their respects to Prince on social media, the Cheerios tweet rubbed many people the wrong way because instead of keeping things simple and respectful, it incorporated the brands into the memorial.</p> <h3>When you have a brand, every event is not a cow</h3> <p>Why did Cheerios do such a thing? Welcome to branding in the age of social media.</p> <p>Marketers are more focused than ever on promoting their brands, and social media channels like Twitter provide plenty of opportunities to insert a brand into the conversation without much effort.</p> <p>In some cases, these opportunities are worthwhile.</p> <p>For example - and apologies for harking back to this again - when the power went out during the Super Bowl, Oreo used its <a href="https://econsultancy.com/blog/63140-eight-great-examples-of-agile-marketing-from-oreo">agile marketing savvy to seize the moment with the perfect tweet</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/4257/oreotweet.jpg" alt="" width="335" height="472"></p> <p>But obviously, the death of a beloved public figure is <em>not</em> the same as a blackout at a sporting event.</p> <p>The Cheerios tweet demonstrates that too many marketers are so focused on branding anything and everything that they're not using common sense or recognizing that some things just shouldn't have a brand imprint.</p> <h3>Common sense still isn't so common</h3> <p>Unfortunately, common sense still isn't so common in social media. </p> <p>While it is true that <a href="https://econsultancy.com/blog/67765-is-there-such-a-thing-as-bad-publicity-on-social-media/">bad publicity frequently doesn't have long lasting effects in social media</a>, brands shouldn't make a habit of tweeting without thinking.</p> <p>That's precisely what Cheerios did when it attempted to turn a death into a branding opportunity.</p> tag:econsultancy.com,2008:BlogPost/67765 2016-04-21T14:42:55+01:00 2016-04-21T14:42:55+01:00 Is there such a thing as 'bad publicity' on social media? Patricio Robles <p> It's an interesting question to ask in the wake of a tweet posted by KFC Australia, which generated buzz around the world. </p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4127/kfcaustralia-blog-flyer.png" alt="" width="384" height="388"></p> <p>Not surprisingly, KFC Australia quickly came under fire for its raunchy, suggestive tweet.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Really <a href="https://twitter.com/KFCAustralia">@KFCAustralia</a>? What secret herbs and spices have your social media team been smoking? <a href="https://twitter.com/hashtag/KFC?src=hash">#KFC</a> <a href="https://t.co/n4Pgudy80y">pic.twitter.com/n4Pgudy80y</a></p> — Mike Hauser (@Hauser_Mike) <a href="https://twitter.com/Hauser_Mike/status/720769849815764992">April 15, 2016</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">"Finger Lickin' Good" was gross, but this is absolutely disgusting, <a href="https://twitter.com/KFCAustralia">@KFCAustralia</a> <a href="https://twitter.com/hashtag/rapeculture?src=hash">#rapeculture</a> <a href="https://twitter.com/hashtag/boycottKFC?src=hash">#boycottKFC</a> <a href="https://t.co/ZqqBA2rvZh">pic.twitter.com/ZqqBA2rvZh</a></p> — The Radical Feminist (@thirdwavefem) <a href="https://twitter.com/thirdwavefem/status/720790497308991488">April 15, 2016</a> </blockquote> <p>The tweet was quickly deleted, the company apologized, and there was speculation that the person responsible for the tweet would soon be looking for a new job.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">We are very sorry for our earlier tweet on H&amp;S - we didn’t mean to offend and removed it when we realised we’d made an error in judgment.</p> — KFC Australia (@KFCAustralia) <a href="https://twitter.com/KFCAustralia/status/720881570710577152">April 15, 2016</a> </blockquote> <p>But while KFC Australia was taking incoming, the company found itself trending on Twitter and the subject of numerous articles, this one included.</p> <p>That led some to ask a salient question: despite the furore, was KFC Australia really benefiting overall from its faux pas?</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Whether or not you got offended by <a href="https://twitter.com/KFCAustralia">@KFCAustralia</a>'s tweet, it worked coz it's trending. The hyper-offended are now advertisers' easiest promo</p> — Flight Facilities (@flightfac) <a href="https://twitter.com/flightfac/status/721236208488087553">April 16, 2016</a> </blockquote> <h3>Vocal non-customers, and exceptions to the rule</h3> <p>While KFC Australia's tweet might be considered distasteful by more than just the "hyper-offended," a quick survey of reactions on Twitter finds that more than a few people were willing to write the tweet off as a savvy marketing ploy.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/ajplus">@ajplus</a> ppl these days get offended by evrything. It is funny and clever.</p> — Silent_D (@Asian_Darkness) <a href="https://twitter.com/Asian_Darkness/status/721351903020355584">April 16, 2016</a> </blockquote> <p>Additionally, some of the harshest criticism leveled at KFC Australia came from individuals who admitted they weren't customers.</p> <p>This is a useful reminder that sometimes a company's most vocal critics in social channels are not the individuals the company is trying to appeal to in the first place.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">I wish 1) I wasn't vegetarian and 2) I didn't insist on eating real food, so I could boycott <a href="https://twitter.com/KFCAustralia">@KFCAustralia</a> for promoting misogyny.</p> — Casey Phoenix (@caseyphoenix) <a href="https://twitter.com/caseyphoenix/status/720794060386996225">April 15, 2016</a> </blockquote> <p>Obviously, there are exceptions to the bad publicity rule.</p> <p>For example, most companies would <a href="https://econsultancy.com/blog/6119-bp-s-internet-response-the-good-the-bad-the-ugly">not find an environmental disaster to be a productive source of PR</a>.</p> <p>And brands probably shouldn't make a habit of trolling social media lest it leave a permanent imprint on their brand.</p> <p>But when it comes to occassional "error[s] in judgment" like KFC Australia's, for better or worse, it looks like the ill effects of any negative buzz are often quite limited.</p> <p>On the other hand, while the attention garnered is likely to be short-lived, it would seem "there's no such thing as bad publicity" can still hold true in the age of social media.</p> tag:econsultancy.com,2008:BlogPost/67667 2016-03-23T12:27:24+00:00 2016-03-23T12:27:24+00:00 Is raw candor a good or bad thing in social media? Patricio Robles <p>Bay Area Rapid Transit, or BART, is a public rail service that serves the San Francisco Bay Area. More than 400,000 use it every day, and the public transportation system has seen ridership surge in recent years thanks in part to the booming tech-driven Bay Area economy. </p> <p>Unfortunately for BART's riders, BART has been ill-equipped to handle the surge. The organization has inadequate infrastructure and while some relief is said to be on the way, like many public agencies, BART has been grappling with budget problems for years and it blames many of its shortcomings on these.</p> <p>But unlike many public agencies, BART riders who vent on Twitter about their experiences have been receiving candid responses from the agency's official Twitter account.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/shakatron">@shakatron</a> BART was built to transport far fewer people, and much of our system has reached the end of its useful life. This is our reality.</p> — SFBART (@SFBART) <a href="https://twitter.com/SFBART/status/710274963987570689">March 17, 2016</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">But our capital need is absolute; regardless whether we spill oceans of ink or say nothing at all, <a href="https://twitter.com/hashtag/ThisIsOurReality?src=hash">#ThisIsOurReality</a> <a href="https://t.co/JSwTCbRFZ1">https://t.co/JSwTCbRFZ1</a></p> — SFBART (@SFBART) <a href="https://twitter.com/SFBART/status/710611197888823301">March 17, 2016</a> </blockquote> <p>Those tweets come courtesy of Taylor Huckaby, a 27 year-old spokesman who has worked for BART for a little more than a year. </p> <p>In a New York Times <a href="http://www.nytimes.com/2016/03/18/us/bart-talks-back-agencys-twitter-account-responds-to-user-complaints.html?_r=0">article</a>, Huckaby, who previously worked as the new media director for a state governor's re-election campaign, explained...</p> <blockquote> <p>Most government social media folks are not really given the leeway to respond to people in a way that’s authentic. They give the canned response, the ‘we’re sorrys', the automation.</p> <p>They’re afraid of looking incompetent by saying the wrong thing, so they end up saying nothing, which ironically leaves them looking incompetent anyway.</p> </blockquote> <p>BART has supported Huckaby's candid approach, which is based on his belief that the people using public agencies supported by taxpayer dollars deserve a responsive government, even if it has to tell them things they'd rather not hear.</p> <h3>Too much candor?</h3> <p>Not surprisingly, Huckaby's responses haven't pleased everyone. Many of the negative responses to BART's candid tweets come from individuals who question the competence of BART's management. Some suggest that the transit agency is largely responsible for its own woes. Indeed, like many public agencies, BART is no stranger to criticism over how it has handled its fiscal affairs.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">For years, we've had a breakdown in BART's financial management, so it is no surprise to see a breakdown in their cars and systems. 1/2</p> — Steve Glazer (@Steve_Glazer) <a href="https://twitter.com/Steve_Glazer/status/710582478918918144">March 17, 2016</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/SFBART">@SFBART</a> This is what BART has been saying for years. Wait for the plan! That and a pile of excuses. Your incompetence is clear.</p> <p>— T. Donald Kerabatsos (@KerabatsosT) <a href="https://twitter.com/KerabatsosT/status/710306947480682497">March 17, 2016</a></p> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/SFBART">@SFBART</a> Why did BART spend $600M for OAK connector, if Transbay Tube needs so much maintenance + serves 100x as many riders?</p> — Alyssa Vance (@alyssamvance) <a href="https://twitter.com/alyssamvance/status/710657900285284352">March 18, 2016</a> </blockquote> <p>Ultimately, Huckaby and BART are in a difficult position: even those who are sympathetic to the agency's challenges in addressing its shortcomings are left with words and future promises, not immediate fixes. This offers little relief to those who have to bare with lackluster experiences, including delays, as they try to make their way home after a long day at work.</p> <p>So should BART ease up on the candor? That's not an easy question to answer.</p> <p>On one hand, it would be unwise for BART to respond to negative Twitter chatter with empty promises. Honesty <em>is</em> required, and sometimes that does require admitting that an immediate solution is not available. To the extent that BART can explain why an immediate solution is not available, it's arguably doing the right thing.</p> <p>On the other hand, too much candor coupled with too few remedies is unlikely to satisfy anyone and by repeatedly calling attention to its shortcomings, BART runs the risk of looking like an organization that's better at complaining about what it doesn't have than trying to provide good service with what it does have. Furthermore, it opens itself up to the very critics who suggest it hasn't used its resources wisely.</p> <h3>A place for silence</h3> <p>Ultimately, BART's dilemma is less about whether candor should be embraced and more about when silence should be embraced. In social channels it's easy for organizations to focus too much on <em>the conversation</em> and neglect the fact that when it comes to negative buzz, it's hard to engage meaningfully in conversation without action.</p> <p><strong>When it's not possible to provide a product or service <a href="https://econsultancy.com/blog/66343-best-way-to-deal-with-sucks-don-t-suck">that doesn't suck</a>, sometimes strategic silence is a better approach than unrestrained engagement.</strong></p> <p><em>For more on social media and reputation management:</em></p> <ul> <li><a href="https://econsultancy.com/blog/66972-social-media-and-crisis-management-a-volkswagen-case-study/">Social media and crisis management: A Volkswagen case study</a></li> <li><a href="https://econsultancy.com/blog/67116-the-seven-deadly-brand-sins-that-can-create-a-social-media-storm/">The seven deadly sins that can create a social media storm</a></li> <li><a href="https://econsultancy.com/blog/65958-social-listening-in-2015-top-five-opportunities/">Social listening: top five opportunities</a></li> <li><a href="https://econsultancy.com/blog/65523-what-is-online-reputation-management-and-should-you-use-it/">What is online reputation management and should you use it?</a></li> </ul> tag:econsultancy.com,2008:BlogPost/67653 2016-03-21T15:43:00+00:00 2016-03-21T15:43:00+00:00 Millennials open to pharma ads, but pharma not delivering on UX Patricio Robles <p>That's a significantly higher percentage than Gen X and Baby Boomers, only 36% and 26%, respectively, of whom said they'd be similarly motivated.</p> <p>What's more: when performing online research, millennials were twice as likely as their older siblings and parents to click on the first link in the SERPs, "demonstrating the <a href="https://econsultancy.com/blog/65439-five-highly-effective-search-marketing-campaigns-from-the-digitals/">effectiveness of paid search</a> with this generation." </p> <h3>User experience, trust crucial to digital success</h3> <p>While millennials appear to be more easily swayed through advertising, when it comes to the effectiveness of online resources, pharma companies are not well-positioned to capitalize because they're not delivering on user experience.</p> <p>According to Makovsky Health and Kelton, "consumers are increasingly leveraging online resources to both prepare for appointments and validate physician recommendations," and not surprisingly, user experience is correlated with usage.</p> <p>The most popular single resource, WebMD, was visited by 53% of survey respondents seeking health information online. It received the highest marks from consumers for ease-of-use despite lagging in trustworthiness.</p> <p><img src="https://assets.econsultancy.com/images/0007/3047/healthstudy.jpg" alt="" width="356" height="153"></p> <p>Meanwhile, online resources provided by advocacy groups received the highest marks for trustworthiness but were among the least used, perhaps because they were ranked lower for ease-of-use.</p> <p>Pharma websites were the least used. They received the second lowest ranking for trustworthiness and lagged WebMD by more than 20% in the ease-of-use category.</p> <h3>It doesn't have to be this way</h3> <p>With deep pockets and proprietary content, pharma companies should be in a position to deliver high-quality digital experiences that offer consumers real value.</p> <p>As Deloitte Consulting and the Gerson Lehrman Group noted last year when looking at <a href="https://econsultancy.com/blog/67131-pharma-s-mobile-social-efforts-aren-t-as-healthy-as-they-should-be">pharma's mobile and social efforts targeted at physicians</a>, pharma companies have clinical data and insights that few others have. While this content is obviously of great value to physician marketing, some of it can also be put to good use in developing experiences for consumers.</p> <p>Given that the pharma industry is spending $4.5bn a year on ads, a figure that has increased by 30% in the past two years, and appears to have a particularly receptive millennial audience, pharma companies are clearly missing out on the opportunity to play a larger role in the market for digital health information – an opportunity that would probably bolster the effectiveness of their heavy ad spending.</p> <p>This could be a costly mistake that only gets costlier if the American Medical Association (AMA) has its way and regulators <a href="https://econsultancy.com/blog/67227-ban-on-consumer-ads-could-make-pharma-s-digital-shortcomings-more-costly">restrict or ban direct-to-consumer pharma ads</a>.</p> <p><em>For more on healthcare, read <a href="https://econsultancy.com/reports/organizing-marketing-in-the-digital-age">Organizing Marketing in the Digital Age (Healthcare)</a>.</em></p> tag:econsultancy.com,2008:BlogPost/67613 2016-03-16T14:14:03+00:00 2016-03-16T14:14:03+00:00 What banks can learn from Mondo's record-breaking £1m crowdfunding campaign Patricio Robles <p>For the banking establishment, Mondo's record-breaking crowdfunding haul, which was a part of a larger £6m funding round led by traditional venture capitalists, might not be cause for concern in pure dollar terms but it does reflect how consumer finance is changing.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Massive congrats to <a href="https://twitter.com/getmondo">@getmondo</a> on raising a cool £1m in 96 seconds. Breaking <a href="https://twitter.com/Crowdcube">@Crowdcube</a>'s own world record for fastest raise ever :)</p> — Crowdcube (@Crowdcube) <a href="https://twitter.com/Crowdcube/status/705390580587765761">March 3, 2016</a> </blockquote> <p>Here's what banks can learn from consumer interest in Mondo.</p> <h3>Banks' reputation woes run deep</h3> <p>While consumers are clearly intrigued by and ready for a next-generation digital bank, make no mistake about it: some of the interest in Mondo is as much a rebuking of big banks as it as an endorsement of the Mondo concept.</p> <p>For years, consumers have complained about exorbitant fees, predatory behaviors and antiquated technologies.</p> <p>While many established banks are trying to address these complaints, for some consumers change has not come fast enough and trust has been lost.</p> <p>That gives upstarts like Mondo, which is trying to "build the kind of bank that we'd be proud to call our own," an opportunity to win over consumers even though the brand doesn't have deep pockets or a hundred-plus years of operating history.</p> <h3>The product matters</h3> <p>Mondo isn't just talking about building a different kind of bank. It's responding to what consumers say they want to see.</p> <p>First, Mondo is free. It plans to make money by "lending in a fair, transparent way."</p> <p>Second, it's attempting to offer the kind of friendly, tech-enabled service many consumers say they desperately want.</p> <h3>Digital experience is the most critical part of customer experience</h3> <p>Banks spend significant amounts operating physical branches and while there's an argument to be made that this offers them a number of advantages, a growing number of consumers would love nothing more than to never have to step foot in a bank branch again.</p> <p>These consumers are comfortable with and demand a robust, high-quality digital experience that's efficient and free of human interaction except where absolutely necessary.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Why can't banks email you when you receive a payment like PayPal does. HSBC you suck.</p> — Richard Patey (@RichardPatey) <a href="https://twitter.com/RichardPatey/status/459614596278808576">April 25, 2014</a> </blockquote> <p>While the <a href="https://econsultancy.com/blog/64627-the-importance-of-mobile-banking-for-customer-experience">digital experiences offered by banks</a> have generally improved, banks have struggled to innovate because many are still grappling with <a href="https://econsultancy.com/reports/digital-transformation-in-the-financial-services-sector/">digital transformation</a>.</p> <p>Mondo, which one reporter <a href="http://www.marketwatch.com/story/the-bank-of-the-future-is-here-and-its-free-2016-03-03">likened to</a> "a mix between a bank and a personal-finance app," doesn't just aim to perfect the basic banking experience; it aims to make life easier for customers and offer new functionality that helps them.</p> <p>For example, Mondo's app will provide timely notifications to customers, including when they're almost out of cash.</p> <p>If that unfortunate notification becomes necessary, Mondo will give customers the option of taking out an overdraft, with fees made clear, or bouncing payments. All with a few taps on their phone.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2798/overdraft-screen-blog-flyer.png" alt="" width="273" height="507"></p> <h3>Consumers like marketplaces</h3> <p>Historically, large banks have used their leverage over customers to be all things to all customers. Thanks to the fintech revolution, <a href="https://econsultancy.com/blog/67202-what-s-the-future-for-big-banks-in-a-fintech-world">that's slowly changing</a>. </p> <p>The Mondos of the world threaten to truly embrace the unbundling trend by creating transparent marketplaces in which their customers can easily compare service providers and pick and choose who they do business with.</p> <p>While there are numerous challenges to building these marketplaces, from integration to user experience, nimble upstarts like Mondo are probably far more likely to succeed than big banks burdened by legacy systems, complex corporate politics and bureaucracy.</p> <p>For consumers used to using their phones to shop for the best deal, that could put marketplace-less banks at a disadvantage.</p> tag:econsultancy.com,2008:BlogPost/67621 2016-03-08T15:21:02+00:00 2016-03-08T15:21:02+00:00 Is Twitter getting too noisy for high-profile users? Patricio Robles <p>When asked about his declining activity levels, Curry gave Barr a straightforward explanation...</p> <blockquote> <p>...we started having conversations about it and I asked why it was and his response was "it’s just too much of a hassle, it’s too much noise, there’s too much friction to make it worthwhile to spend time doing this."</p> </blockquote> <p>So Barr, who previously worked at Nike, teamed up with Curry and a former Nike colleague, Jason Mayden, to launch Slyce, a new social platform that the trio hopes will provide high-profile figures like Curry with a better way to interact with fans. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Join me on <a href="https://twitter.com/hashtag/Slyce?src=hash">#Slyce</a> for a live Q&amp;A on What a day....... <a href="https://twitter.com/hashtag/TeamSlyce?src=hash">#TeamSlyce</a> <a href="https://t.co/SdLj8yStza">https://t.co/SdLj8yStza</a> <a href="https://t.co/Y6jqC9dTc7">pic.twitter.com/Y6jqC9dTc7</a></p> — Stephen Curry (@StephenCurry30) <a href="https://twitter.com/StephenCurry30/status/706718278802997250">March 7, 2016</a> </blockquote> <p>Last month, Curry used his Twitter account, which has over 4.5m followers, to promote a live Q&amp;A session held on Slyce, and the startup has recruited a handful of other athletes to use the service.</p> <p><a href="http://ftw.usatoday.com/2016/03/steph-curry-slyce-davidson">According to</a> Curry, "It’s just kind of having control of your own voice." His co-founder, Barr, elaborated...</p> <blockquote> <p>(Traditional) communication channels have become extremely one sided. And then you have a guy like Steph who has millions of followers the only way he can really interact with them is posting a picture and then walking away from the platform.</p> </blockquote> <p>Slyce aims to faciliate better, more meaningful interactions with fans.</p> <p>When Curry held his Q&amp;A session, the company sorted through the questions and selected those that were of the highest quality.</p> <p>Slyce says that selection process is 90% manual today but it hopes to be able to add greater automation as it gathers more data it can analyze.</p> <h3>A new trend?</h3> <p>It's no surprise that athletes like Curry are investing in social media. And there's plenty of reason to believe that some of the investments they're making could pay off.</p> <p>For example, celebrity-backed Shots, which counts singer Justin Bieber and boxer Floyd Mayweather as investors and early-adopters, was at one point <a href="http://www.cnbc.com/2014/11/25/twitter-in-talks-with-bieber-backed-app-shots-source.html">reported</a> to be in acquisition talks with Twitter.</p> <p><strong>But Slyce isn't just a new social media app. </strong>It's a different kind of social platform that aims to facilitate a different kind of dialog between high-profile users like Curry and their followers.</p> <p>Can such a platform find success? While celebrity participation will almost certainly drive some level of adoption, it's still doubtful that celebrities will be able to direct enough of the online conversation to platforms they control that they can ignore platforms like Twitter, Facebook <a href="http://www.bloomberg.com/features/2016-how-snapchat-built-a-business/">and Snapchat</a>.</p> <p>Indeed, the fact that Curry used Twitter to promote his Slyce Q&amp;A highlights just how valuable his Twitter following is.</p> <p>But if Curry doesn't stay active enough on Twitter or he uses his Twitter account primarily as a vehicle to direct followers to other platforms, the value of that following could decrease.</p> <p>For this reason, it's important that high-profile users ensure they're using all of the solutions at their disposal, such as <a href="https://econsultancy.com/blog/64864-16-essential-social-media-management-tools-we-love">social media monitoring tools</a>, which can help them separate the wheat from the chaff on platforms like Twitter.</p> <p>Fortunately, recognizing just how important high-profile users are to their audiences, the platforms themselves are also looking for ways to better connect celebrities and fans.</p> <p>For instance, <a href="https://www.facebook.com/about/mentions/">Facebook Mentions</a> aims to provide "a better way for actors, athletes, journalists and other public figures to stay in touch with their followers and the people and topics they care about."</p> <p>While there's no reason to believe that there isn't room for new platforms like Slyce, celebrities will still need to actively participate on the largest platforms if they want to be a part of the conversation.</p> tag:econsultancy.com,2008:BlogPost/67604 2016-03-07T10:21:00+00:00 2016-03-07T10:21:00+00:00 What’s the point of social media for luxury brands? Chris Bishop <p><img src="https://openmerchantaccount.com/img2/loubies.jpg" alt=""></p> <p>Tiffany, Kate Spade New York, Valentino and Christian Louboutin were showing high <a href="https://www.evaluesuite.com/our-scores">eValue scores</a> in the research, while Ralph Lauren and Gucci were top of the index for offline conversations.</p> <h3>Online and offline sharing is crucial for luxury brand success</h3> <p>The researchers concluded that both online and offline social sharing were crucial for growth in the luxury market – and the boundaries between them were becoming increasingly porous.  </p> <p>Brands that take advantage of this fluidity between social and WOM, they said, can create brand experiences that merge real and digital conversations, cutting through in incredibly powerful ways.  </p> <p>These are conversations that elicit desire, promote affinity and ultimately drive more sales than those taking place, exclusively, either on or offline.</p> <h3>Instagram’s “Label Lust” message comes alive</h3> <p>Last year <a href="https://econsultancy.com/blog/65816-grazia-launches-responsive-ecommerce-site-is-it-any-good/">Graziashop</a> was among the first Instagram advertisers, now it leads the way with Instagram activity (part of its Label Lust campaign) designed to raise brand awareness and engagement through shared storytelling.</p> <p>Graziashop used Instagram to post quirky, fun sponsored images and videos targeting 22–45 year old females in the UK with an interest in designer shoes, bags, fashion tips and blogging.</p> <p>Over a six-week period the images followed the storyline of a Graziashop character. Showcasing selected products from the Graziashop range, the heroine truly inhabited the brand’s shopper lifestyle. </p> <p><img src="https://openmerchantaccount.com/img2/graziainstagram.png" alt=""></p> <p>The campaign echoed the stories fashionistas tell themselves and each other about the products they dream about and acquire.  </p> <p>Tales of love at first sight, long distance love, the one that got away (when an item you really want is sold out) and falling head over heels with a pair of... heels.</p> <h3>Instagram delivers strong results for Graziashop</h3> <p>Instagram was exactly the right place for this kind of campaign with its hip vibe, massive reach and impactful 30-second video format, with social traffic peaking at 18% of overall website traffic during the campaign period.</p> <p>But more than this, Graziashop’s Instagram campaign shows how using the right platform can lift a brand’s marketing message beyond the realm of social media.</p> <p>As the Engagement Lab has pointed out, there is currently a huge opportunity in social to exploit the fluid boundaries between on- and offline to start passionate conversations that continue in the real world and lead to the sales counter.  </p> <p>Graziashop was one of the first brands to use Instagram when its paid advertising launched in the UK and has shown how Instagram, particularly, can make a brand message part of your audiences’ consciousness.  </p> <p>Delivering stories imaginatively with the creative use of native social tools can inspire your customers to tell their own stories in their own ways, but always with yours in mind.</p> <h3>Should luxury brands remain out of touch and exclusive?</h3> <p>I often hear comments that luxury brands should be exclusive, scarce, not “sell out” and that <em>“true luxury brands do not care about shareholder value”</em>. <strong>I couldn’t disagree more.</strong></p> <p>Luxury is about desirability, product excellence, exemplary service and fundamentally a brand promise. </p> <p>If exclusivity and scarcity is the strongest value in a luxury brand that does not care about shareholder value, it won't be a brand for long.</p> <p><img src="https://openmerchantaccount.com/img2/burberry-fashionweek.jpg" alt=""></p> <p>The continued proliferation of social media, <a href="https://econsultancy.com/blog/67220-four-things-we-learned-about-live-streaming-at-the-festival-of-marketing/">live streaming</a>, interactive apps and buyable shows at the various Fashion Weeks proves that everyone wants runway, today.  </p> <p>The inclusivity that social media gives to luxury fashion brands will continue to fundamentality change the way, and the very reason, for Fashion Week itself.</p> <h3>In conclusion...</h3> <p>Even if they’re not buying, your customers want to talk to you and about you.</p> <p>Working out when to sell to them and when to talk to them is part of the challenge of dealing with social media. But in reality every social interaction is an opportunity for engagement that may lead to a sale.</p> <p>In luxury it is even more important to have a focus on social, with two-thirds of the target audience generating content on a regular basis and 15% doing that on a daily basis.  </p> <p>Whether using social media to maintain a beautiful customer service experience or storytelling the luxurious lifestyle of the Founder, brand or ambassadors; the conversation is happening, with or without you.  </p> <p><strong>You can’t choose to opt out. But you can choose not to participate.</strong></p> <p><em>Econsultancy has launched a new Social Media &amp; PR Training Course tailored specifically for the Fashion &amp; Beauty industry. Go <a href="https://econsultancy.com/training/courses/fashion-beauty-monitor-social-media-and-online-pr/">here</a> to find out more.</em></p> tag:econsultancy.com,2008:BlogPost/67546 2016-02-18T13:19:00+00:00 2016-02-18T13:19:00+00:00 California hospital cyber hack shows importance of digital risk management Jeanmarie Tenuto <p>While ransomware is most commonly used to attack home computers and extort money in exchange for a key code, the persistent vulnerability of healthcare and growing boldness of cybercriminals is making for an increasingly high-risk environment for today’s healthcare organizations. </p> <h3>Webinar</h3> <p>We'll discuss this issue in more detail, but first allow me to draw your attention to our webinar on <a href="http://www.eventbrite.com/e/reputation-risk-reputation-management-social-media-in-healthcare-tickets-20934646090">Reputation &amp; Risk: Corporate Reputation &amp; Social Media in Healthcare</a> which takes place from midday-3pm EST today (Thursday 18 February).</p> <p>We will discuss these and other topics including Branding &amp; Social Media, Employment Law, Digital Media and Freedom of Speech, and Cyber Security.</p> <p>Go <a href="http://www.healthcaretechnicalsolutions.com/reputation/">here</a> for information or go <a href="http://www.eventbrite.com/e/reputation-risk-reputation-management-social-media-in-healthcare-tickets-20934646090">here</a> to register.</p> <h3>The impact</h3> <p>Staff at Hollywood Presbyterian Medical Center in Los Angeles have been left filling out forms by hand and completely unable to perform some procedures, including CT scans.</p> <p>Their patients have also been left to retrieve and deliver their own medical information to providers and many are being transported to other facilities for treatment.</p> <p>Patient data, emails, medical charts, imaging documents, and more are completely unavailable until the systems come back online, <a href="http://www.bbc.co.uk/news/technology-35584081">according to BBC News</a>. </p> <p>Right now, callers to the hospital are greeted by a voicemail message that informs patients their medical records have not been accessed by hackers. </p> <p>The hospital has also assured the community that patient care will not be impacted (despite complaints from patients.)</p> <p>Officials have not yet commented on the ransom, but CEO Allen Stefanek has declared a state of “internal emergency.”</p> <p>You can be assured that <a href="http://www.yelp.com/biz/hollywood-presbyterian-medical-center-los-angeles?sort_by=date_desc">this hospital's reviews</a> will soon reflect not only their vulnerability to a cyber attack, but also how it’s been handled by staff and administration. </p> <p><img src="https://assets.econsultancy.com/images/0007/2081/Hollywood_hospital_2.png" alt="" width="981" height="537"></p> <h3>The Lesson</h3> <p>We’re looking at two issues here:</p> <ul> <li>The risk Hollywood Presbyterian was operating under before the attack.</li> <li>How it is handling the situation now.</li> </ul> <p>Not much has been revealed about the details of the attack. We don’t know for sure how it started, the hospital’s history with cyberattacks, or if it had emergency plans in place.</p> <p>We don’t know whether they had a PR plan (it honestly seems like they didn’t) or whether they had their employees trained to manually look up and enter codes on patient charts and bills. </p> <p>What we do know, is what’s going on now. We know that the hospital has been down for over a week. We know that it has made no mention of the attack on its <a href="https://www.facebook.com/Hollywood-Presbyterian-Medical-Center-34204164029/">Facebook</a> or <a href="https://twitter.com/hollywoodpres">Twitter</a> accounts.</p> <p><img src="https://assets.econsultancy.com/images/0007/2082/Hollywood_Hospital.png" alt="" width="920" height="444"></p> <p>It appears that local news outlets seem to be the source of most information around the incident. </p> <p>We can’t tell what’s going on from the outside, but it very much appears as if this was yet another healthcare organization that ignored the reality of the healthcare environment we live and work in. </p> <p>Cyber security related issues are tremendous concerns for the healthcare sector.  </p> <p>Breaches in healthcare data are more than just IT concerns or PR damage control cases. They undermine patient trust and harm the provider’s goodwill, and consequently, their bottom line. </p> <p>When asked why hackers would target hospitals, the most common answer was ‘they are easy targets.’</p> <p>Hospitals in general, but community hospitals mostly, are grossly underinvested in security and the hackers can get access to health information, insurance and financial information, which has a high resale value.</p> <p>Even as healthcare organizations ramp up their technology to manage risks, there’s only so much that sophisticated tools and systems can do.</p> <p>People remain the biggest friend and the biggest foe to patient data security. In today’s digital media environment it's everyone’s duty to act responsibly and protect healthcare data.</p> <p>[<strong>Editor's Note 02/18/16: </strong>The Hollywood Presbyterian Medical Center <a href="http://www.nbcnews.com/tech/security/hollywood-presbyterian-medical-center-pays-hackers-17k-ransom-n520536">ended up paying around $17,000 as a ransom</a> to the hackers.]</p>