tag:econsultancy.com,2008:/topics/social-2 Latest Social content from Econsultancy 2016-09-07T01:00:00+01:00 tag:econsultancy.com,2008:BlogPost/68247 2016-09-07T01:00:00+01:00 2016-09-07T01:00:00+01:00 What makes branded content shareable on social media? [APAC case studies] Jeff Rajeck <p>Whether it's a silly meme, breaking news, or a cooking video of a delicious recipe, people often feel compelled to Like, comment, and share social media posts.</p> <p>This can work very well for brands. Not only does do they get free distribution of their content, but<strong> through sharing, brands are effectively endorsed by the 'sharer</strong>'.</p> <p>But what is it about a post which makes someone want to share? And why are some shared more than others?</p> <p>Looking through many social media posts, ones with high engagement have some themes in common and these characteristics are also backed up by research.</p> <p>To highlight these themes, I've pulled a few Facebook posts from airlines in the Asia-Pacific region in the month of August 2016. </p> <p>Then to illustrate that they have been shared to a great extent, I've used a ratio from <a href="https://www.socialbakers.com/">SocialBakers</a> Analytics tool, "Interactions per 1,000 Fans".  </p> <p>The charts, as below, compare posts over a whole month using this ratio and show clearly which posts have been shared more than others.</p> <h3>1. The inspirational video</h3> <p>Cebu Pacific Air, the Philippine airline, has enjoyed relatively consistent sharing through the month of August, but one particular post stands out.</p> <p>On August 16, the brand shared an <a href="https://www.facebook.com/cebupacificairphilippines/videos/1218724551507151/">inspirational video</a> about two brothers who 'live life to the fullest', even though one was, tragically, diagnosed with cancer. </p> <p><img src="https://assets.econsultancy.com/images/0007/8615/cebu.jpg" alt="" width="333" height="324"></p> <p>From the data we can see that this post outperformed all the others in the month and had 4.92 total interactions (Likes, shares, and comments) per 1,000 fans.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/8616/2016-08-31_15_18_53-blank.pptx_-_powerpoint-blog-flyer.png" alt="" width="470" height="347"></p> <p>But why would an inspirational post outperform many of the others?</p> <p>Research from the NY Times Customer Insight Group offers an interesting reason. In the group's paper, <em><a href="http://nytmarketing.whsites.net/mediakit/pos/">The Psychology of Sharing</a></em>, researchers document a survey of 2,500 social media users and discovered a number of reasons why they share.</p> <p>One of the most popular answers, coming from over two-thirds (68%) of respondents, was that sharing on <strong>social media helps people define themselves to others</strong>.</p> <p>That is, they share on social media "to give people a better sense of who they are and what they care about".</p> <p>The inspirational video, then, provided Cebu Pacific Air's customers a message through which they could express compassion for the man with cancer as well as endorse the view that one should 'live life to the fullest'.  </p> <p>Given this opportunity, the brand made its post more shareable and that, possibly, was the key to the post's success.</p> <h3>2. The amazing deal</h3> <p>AirAsia, an airline headquartered in Malaysia, also has consistent engagement levels from its 3.4m fans. </p> <p>One post in August, however, saw a massive spike in Likes, comments, and shares with over nine interactions per 1,000 fans, far more than their posts normally get.</p> <p>The outstanding post offered a special deal for its customers, one way fares from RM20 (around US$5) for many popular destinations throughout South-East Asia.</p> <p> <img src="https://assets.econsultancy.com/images/0007/8617/airasia.jpg" alt="" width="293" height="526"></p> <p>A flurry of clicks and purchases for such an offer would be expected, but why did the post encourage so much sharing?</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/8618/airasia2-blog-flyer.jpg" alt="" width="470" height="321"></p> <p>One answer is that <strong>posts about special offers give social media fans 'social currency'</strong>.</p> <p>According to Wharton professor Jonah Berger, in his book <em><a href="http://jonahberger.com/books/contagious/">Contagious</a></em>, "just as people use money to buy products or services, they use social currency to achieve desired positive impressions among their families, friends, and colleagues."</p> <p>Supporting this observation, researchers have found that<strong> consumers are more likely to share something which makes them look knowledgeable</strong>. </p> <p>In a <a href="http://images.fastcompany.com/Vivald-iPartners_Social-Currency.pdf">study by Vivaldi Partners</a>, in association with MIT Sloan, social currency is defined as the extent to which people share the brand and/or information about the brand as part of their everyday social lives.</p> <p>By giving customers "access to information and knowledge", brands are giving their fans the tools and reason they need to share the brand message. Simply put, <strong>social currency makes the customers look good to their friends</strong>.</p> <p>Additionally, social currency also provides the brand benefits beyond the redistribution of brand content, according to the study.  </p> <p>Companies who have developed credible social currency are "consistently the leading performers in [brand] equity, performance and loyalty".</p> <h3>3. The big news story</h3> <p>On August 14, Singapore Airlines posted a picture of its staff presenting an award to Singapore's 2016 gold medal-winner, Joseph Schooling.</p> <p> <img src="https://assets.econsultancy.com/images/resized/0007/8619/singapore-airlines-blog-flyer.jpg" alt="" width="470" height="600"></p> <p>The airline's fans on social media went nuts. This single post had 28.3 interactions per 1,000 fans, far more than any other post the whole month.</p> <p> <img src="https://assets.econsultancy.com/images/resized/0007/8621/singapore-airlines2-blog-flyer.png" alt="" width="470" height="306"></p> <p>The reason seems to be obvious. Singaporeans were very proud of their homegrown swimming hero and wanted to show their support through Likes, comments, and shares.</p> <p>But these sorts of spikes happen for all sorts of current events, some which are tragic.</p> <p>Why are people so keen to share news on social media, even when it is bad?</p> <p>In their published research paper, <a href="http://www.sciencedirect.com/science/article/pii/S074756321100210X"><em>News sharing in social media: The effect of gratifications and prior experience</em></a>, Lee and Ma reported results from a study which indicate that <strong>there are psychological factors which motivate people to share news stories on social media.</strong></p> <p>The study found that top reasons provided for why people share current events on social media include: </p> <ul> <li>I can interact with people when sharing news.</li> <li>It helps me to gain status.</li> <li>It helps me feel important.</li> </ul> <p> This is consistent with <a href="https://msu.edu/~larose/ica03post.htm#_ednref3">other studies</a> which show that <strong>people use social media to forge deeper social ties and achieve a sense of belonging</strong>.</p> <p>They NY Times study mentioned above backs this up. According to the survey, <strong>69% of respondents share information because it provides self-fulfillment</strong> and allows them to feel more involved in the world.</p> <p>Sharing in this case, it seems, goes beyond a simple show of national pride.  </p> <p>The Likes, comments, and shares are one way that we connect with other people and then feel like we are part of something bigger than ourselves.</p> <h3>So...</h3> <p>What can brands do to encourage more sharing of their social media posts?</p> <p>These short case studies, backed by research, show that it is likely that <strong>there are deep psychological forces at work when posts are shared on social media</strong>.</p> <p>Posts can be shared because they: </p> <ul> <li>Allow people to express who they are and what they care about.</li> <li>Offer social currency which people use to gain status among friends and family.</li> <li>Let people be a part of a current event, making them feel connected and important.</li> </ul> <p>Brands whose posts provide these sorts of experiences to their fans on social media will likely enjoy more engagement and, according to the Vivaldi Partners study, could become "leading performers in [brand] equity, performance and loyalty."</p> tag:econsultancy.com,2008:BlogPost/68223 2016-08-31T01:00:00+01:00 2016-08-31T01:00:00+01:00 Dark social: It's worse than we thought in Asia-Pacific Jeff Rajeck <p>Dark social exists because the web works by passing information from the source of a click to the destination site.  </p> <p>That is, from a marketer's perspective, every time a user clicks through to your website to download a web page, the user's browser also sends a string to the site.</p> <p>Along with all sorts of other data, the user's desktop browser dutifully tells your site where the click came from via something called the 'referer' (sic) string.</p> <p><img src="https://assets.econsultancy.com/images/0007/8428/2016-08-25_18_00_50-Presentation1.pptx_-_PowerPoint.png" alt="" width="506" height="190"></p> <p>Then, an analytics programme, such as Google Analytics (GA) receives the referer string along with the URL of the page requested.  </p> <p>GA then records the two strings together so that it can tell you what channels are driving what traffic: Facebook, Twitter, LinkedIn, or even another website.</p> <p><img src="https://assets.econsultancy.com/images/0007/8440/source.png" alt="" width="383" height="132"></p> <p>This worked great when everyone was using the web via desktop. The browser was in control of the referer string and sent it along regardless of the source website. </p> <h3>Then mobile happened</h3> <p>Now that people are sharing and browsing more on mobile, the responsibility for sending the string has shifted. <strong>Mobile apps get the first click.</strong>  </p> <p>The click information is then passed to the browser, which then goes to get the page.</p> <p>For some reason, it seems that <strong>mobile apps are not keen on sending the referer string to the browser.</strong></p> <p>So because the referer string isn't being sent to the browser, the browser is not sending it to the analytics engine. And, as a result, the traffic is recorded as coming direct.</p> <p>I tried it out on a few mobile channels and saw that the<strong> Asia-Pacific networks do not share referer source for clicks and so are dark social platforms.</strong> </p> <p><img src="https://assets.econsultancy.com/images/0007/8441/dark_social_messaging_apps.png" alt="" width="459" height="356"></p> <h3>The dark social problem</h3> <p>So dark social is, indeed, a big problem.</p> <p>Why? Marketers rely on the referer string to attribute traffic to particular channels.  If more clicks are coming from, say, Facebook than Twitter, then marketers will be able to allocate resources more effectively.</p> <p>If everything looks like it is coming 'direct' and dark, then it's impossible to know which source channels are performing well and which channel needs work.</p> <h3>Dark social in Asia-Pacific</h3> <p>It's difficult to generalize about dark social.</p> <p>First off, the 'darkness' of dark social means that <strong>you cannot measure it easily channel-by-channel</strong>.  </p> <p>That is, if you have stats from two dark social channels, you won't be able to tell which traffic came from which source.</p> <p>Also, <strong>the impact of dark social depends on what drives your brand's website traffic</strong>.</p> <p>A B2B publisher that get clicks mostly from people at work will hardly notice dark social. Its customers are using desktop browsers which usually send referer strings.</p> <p>A consumer site frequented by customers on their mobiles, however, will see a huge drop in attributed social traffic and a large rise in 'direct visits'.</p> <p>Finally, <strong>each market will have a different experience</strong>. A mobile-heavy culture, such as China, will have more dark social than one which still browses extensively on desktop, like the US.</p> <p>RadiumOne illustrates this in its report, <a href="https://radiumone.com/wp-content/uploads/2016/08/radiumone-the-dark-side-of-mobile-sharing-June-7-2016.pdf">The Dark Side of Mobile Sharing</a>.</p> <p>Through analysing behaviour of nearly a billion monthly unique visitors on its sharing software, RadiumOne was able to determine how much sharing is done without attribution on dark social by region.</p> <p><img src="https://assets.econsultancy.com/images/0007/8442/dark_social_by_region.png" alt="" width="556" height="313"></p> <p>The chart indicates that most of the world shares over 80% of its links on dark social.  </p> <p><strong>Southeast Asia shares on dark social far more than the global average</strong>, and <strong>Australia is even more 'dark'</strong>, with 89% of content shared going over unattributed channels.</p> <h3>What you can do about it</h3> <p>There is not much you can do to change either your users' behaviours or how the new, mobile social messaging apps send referer data to your web analytics.</p> <p>However there are a few things you can do to address this issue for your  brand.</p> <h4>1. Measure the impact</h4> <p>First off, measure the impact of dark social on your site.</p> <p>For sites with a long history, you can look back to a time before mobile became a significant part of your traffic.</p> <p>Then see how much direct traffic there was then compared to now. Logically, <strong>most of the new direct traffic will be from dark social.</strong></p> <p>For new sites, then you can look at mobile clicks and see how many are coming direct. <strong>Direct mobile clicks are almost all dark social.</strong></p> <p>If your direct numbers are high, or getting higher, then its time to do something about it.</p> <h4>2. Review where you are sharing</h4> <p>To start addressing the dark social problem, have a look at where you are sharing and adjust your mix.  </p> <p>If you're engaging a lot with customers on one of the social messaging networks like WeChat or WhatsApp, try moving some of your efforts over to Twitter or Facebook and get engagement on measureable social media platforms.</p> <p>If enough brands do this, then it is possible that the social networks may become more transparent about their clicks.</p> <h4>3. Use UTM tags on the links you share</h4> <p>Also, <a href="https://econsultancy.com/blog/65229-how-to-use-google-analytics-url-builder-to-track-campaigns/">add utm_source tags to your links</a> (e.g. www.yoursite.com/?utm_source=wechat) and then wrap that big URL up with a URL shortener such as bit.ly.</p> <p>Share the shortened link with encapsulated UTMs instead, and your analytics program will then use the data in the utm_source tag instead of any referer string.</p> <h4>4. Implement a solution</h4> <p>For those who are willing to invest, RadiumOne offers a dark social solution as does Simply Measured.  </p> <p>Presumably, these solutions work by organizing your shares so that everything you post is tagged correctly and the data is then joined up on the back end to show you where your clicks are coming from.</p> <h3>So...</h3> <p>Dark social is a problem for marketers and it's likely to get worse as our sharing and our link clicks come increasingly from mobile.  </p> <p>Though it's difficult to say how big the problem is, there are plenty of ways that marketers can find out the impact that it is having on their site.</p> <p>Then, with one of the solutions, it should be possible to lower some of the 'direct' traffic and start to see more information about where your clicks are coming from, once again.</p> tag:econsultancy.com,2008:BlogPost/68196 2016-08-18T01:00:00+01:00 2016-08-18T01:00:00+01:00 The latest messaging app unicorn: India's Hike Jeff Rajeck <p>But now India has its own homegrown messaging app, Hike.</p> <p>Hike has recently been in the news as the company just received a whopping $175m in investment from WeChat's parent, Tencent, and iPhone manufacturer, Foxconn.  </p> <p><strong>This investment values Hike at $1.4bn</strong>, firmly pushing the company into unicorn territory.</p> <p><img src="https://assets.econsultancy.com/images/0007/8090/banner.png" alt="" width="523" height="226"></p> <h3>Hike's origins</h3> <p>Originally launched in December 2012 (12/12/12), Hike was set up as a joint venture between Bharti Enterprises and Softbank.  </p> <p>Its founder and CEO is a young, outspoken entrepreneur, Kavin Bharti Mittal.  </p> <p>Mittal's father, Sunil Bharti Mittal, founded India's largest telco, Bharti Airtel, and is, consequently, one of India's richest men.</p> <p>Hike's background and subsequent funding means that Hike not only has deep pockets, but it also has strong telco industry connections in India.  </p> <p>Because of this, it is likely that the messaging app will gain marketshare and continue to be a strong challenger in the country for some time.</p> <p><img src="https://assets.econsultancy.com/images/0007/8091/2016-08-17_12_07_13-blank.pptx_-_PowerPoint.png" alt="" width="538" height="301"></p> <p>Also interesting is that Hike has been able to attract Western investment, sponsorship and talent to its advisory board.  </p> <p>Quora, WordPress, and Dropbox have been confirmed as investors in the app and PepsiCo, Amazon, Unilever, and Zynga are partnered with the app.  </p> <p>Additionally, Crunchbase lists Quora founder Adam D'Angelo and Wordpress founder Matt Mullenweg as members of Hike's board and advisors.</p> <h3>The Hike app</h3> <p>Hike offers many of the features we have grown to expect in messaging apps: chat, free voice calls, filesharing, and the now nearly ubiquitous stickers.</p> <p>The company also emphasizes that <strong>Hike works well in a slow internet environment (2G and 3G)</strong> and users can contact friends not already on Hike via SMS.  </p> <p>This is particularly important in India where mobile internet connectivity lags many other countries and those who are online often experience slow internet speeds.</p> <p>To help its financially-challenged user base, Hike also offers a limited number of free SMS messages to its members.  </p> <p>Users get some free SMS just for joining, but are able to earn more by inviting others and spending more time using the app.</p> <p>SMSs have to be sent via the app, natch.</p> <h3>Hike's numbers</h3> <p>Though Hike does not report monthly active users, it has regularly given updates about the growth of its userbase and usage statistics.</p> <p>The latest figures are from January 2016, when Hike announced that it had 100m users who, collectively, send 40bn messages per month.</p> <p>Hike's users are also overwhelming Indian (95%) and (heads up marketers) <strong>90% are under the age of 30.</strong></p> <p><img src="https://assets.econsultancy.com/images/0007/8092/2016-08-17_12_08_15-blank.pptx_-_PowerPoint.png" alt="" width="521" height="316"></p> <h3>Trying out Hike</h3> <p>Though mostly used in India, Hike is available worldwide through Google Play (Android) and the App Store (iOS).</p> <p>App registration is straightforward and fairly typical of messaging apps these days. You give Hike your phone number, it texts you a code, and you're pretty much done.</p> <p>Once registered, you simply allow it to snoop through your phonebook and the app adds your contacts who are already on Hike to the app.</p> <p>Using it is simply a matter of updating your profile, posting updates, and initiating private chats or calls with your friends. </p> <p><img src="https://assets.econsultancy.com/images/0007/8093/hike-messenger-L.jpg" alt="" width="465" height="310"></p> <p>Hike also offers integrated apps for users in India such as news, games, coupons, and a carpooling app.  </p> <h3>Hidden chats</h3> <p>One interesting feature is that Hike lets you 'hide' chats using 'Hidden Mode'.  In order to see hidden chats afterwards, Hike requires that users enter a pre-set passcode.  </p> <p>Hike can also delete all hidden chats upon exit, offering extra protection for the security conscious.</p> <p>Apparently this feature attracts young adults in India to allow them to chat whilst being observed by overbearing parents.</p> <p><img src="https://assets.econsultancy.com/images/0007/8094/hidden.png" alt="" width="400" height="286"></p> <p>This feature, along with the integrated apps, distinguishes Hike from WhatsApp and has helped it build up its user numbers quickly.</p> <h3>What does Hike mean for marketers?</h3> <h4>1. Messaging is going local</h4> <p>Whereas at one time it seemed like one or two players could dominate globally, <strong>the messaging app market is now looking like a multi-horse race.</strong></p> <p>China, Japan, Korea, and now India all have their own chat apps along with the investment dollars necessary to play the long game.</p> <p>Also, <strong>it would not be wise to underestimate how these apps can benefit from patriotic tendencies</strong>.  </p> <p>Given the choice of equals, we may find that people are more prone to use apps which originate from and benefit their home countries.</p> <p>Ultimately, this means that global marketers should become familiar with the functionality, nuances, and reach of these homegrown apps.</p> <p><img src="https://assets.econsultancy.com/images/0007/8095/Hike-Messenger-App.jpg" alt="" width="438" height="274"></p> <h4>2. Messaging apps are not as sticky as once thought</h4> <p>You can argue that Hike offers no new messaging features for consumers (besides that cool Hidden Mode), but that is missing the point.</p> <p>Sure, people in various countries could use one of Facebook's apps, but <strong>there is clearly a trend favoring these new upstarts.</strong></p> <p>Additionally, slick apps with lots of features seem to be much easier for local markets to imitate than was previously thought. Even the intricate Snapchat <a href="https://econsultancy.com/blog/68144-five-things-you-should-know-about-snow-asia-s-snapchat/">now has local competition in China</a>.</p> <p>Finally, it seems that <strong>the 'stickiness' of network effects are not as strong as most suspected</strong>.</p> <p>Apps with critical mass in one demographic in a market can indeed be overtaken by another who can reach the younger demographic.  </p> <p>We have heard this about Snapchat in the West, this may now be true for Hike in India.</p> <p><img src="https://assets.econsultancy.com/images/0007/8097/Hike_messenger.jpg" alt="" width="459" height="306"></p> <h4>3. Marketers now need to know another platform</h4> <p>Just last year, it all seemed so easy. Get up to speed on Google, Facebook, and maybe Twitter and the world was your (marketing) oyster.</p> <p>Now, things are different. Many markets are now in the process of adopting a new messaging platform and so marketers with a global focus have some catching up to do.</p> <p>(For subscribers, Econsultancy helpfully offers 2016 guides on the digital landscape in <a href="https://econsultancy.com/reports/the-china-digital-report">China</a> and <a href="https://econsultancy.com/reports/the-japan-digital-report">Japan</a>.)</p> <h3>So...</h3> <p>There is no doubt about it.  The $175m investment at a $1.4bn valuation has put Hike on the messaging map.</p> <p>Though the app offers very little in new features, Hike is experiencing massive growth in India and is now a significant part of India's digital future.  </p> <p>Its founder's ties to the telecom industry in India is further evidence that Hike is not going away any time soon.</p> <p>So, for those who are marketing in India or plan to do so in the future, meet your new platform - Hike.</p> tag:econsultancy.com,2008:BlogPost/68150 2016-08-16T01:01:00+01:00 2016-08-16T01:01:00+01:00 Social media metrics: Outputs, outtakes, & outcomes Jeff Rajeck <p>To help, here is one approach to organising social media results to help management understand the value of social channels.</p> <p>On one hand,<strong> social media is one of the most transparent marketing activities</strong>. Everyone can see a brand's strategy in one place and, in many cases, can see how well its posts are performing.  </p> <p>Comments, likes, and shares are all public so brands cannot hide a viral success or an idea which has bombed.</p> <p>But on the other hand,<strong> it's surprisingly difficult to know how well social media is performing for a brand</strong>, even to its own management.  </p> <p>The figures, or metrics, used to gauge performance seem to be different from team to team and there is little agreement about what social media success truly looks like.</p> <p>One approach to making social media performance clearer is to have a look at what a similar discipline uses to measure success; public relations (PR).</p> <p>The PR industry categorizes results into what is commonly known as the three O's: <strong>Output, outtakes, and outcomes.</strong></p> <p>The definitions of each are <a href="http://amecorg.com/wp-content/uploads/2013/09/Dictionary-of-Public-Relations-Measurement-and-Research-3rd-Edition-AMEC.pdf">well-documented elsewhere</a>, but for the sake of helping the social media professional to start organising his or her results, they are summarized below with relevant examples. </p> <h3>Outputs</h3> <p>Figures which are used to measure success purely based on a team's activities are called 'output metrics'. They answer a simple question, <strong>did the team do their work on time, within budget, and on message?</strong></p> <p>Though this sounds like a rather basic way of measuring social media success, it is still a major part of the strategy for many brands.</p> <p>Social media teams are routinely tasked with simply producing a certain number of pieces of content per day.</p> <p>For example, look at <a href="https://www.facebook.com/ToyotaMalaysia/">Toyota Malaysia's Facebook posts</a>.  The brand typically has one post per day about its cars and additional posts when there is a special event.</p> <p><img src="https://assets.econsultancy.com/images/0007/7705/toyota-my.jpg" alt="" width="800" height="364"></p> <p>Though it is, of course, likely that the team has broader strategic goals, it would not be surprising if one of their targets was simply 'post at least once per day'. Achieving this is an output metric.</p> <p>Output metrics can usually be managed by the members of a social media team unless global coordination is required.  </p> <p>In these cases, management of output may be done by using a content marketing platform such as Percolate, Divvy HQ, or Kapost.</p> <p>Output metrics are the easiest to report, yet the least satisfying to management.  </p> <p>Sure, the team is following orders and producing regular content <strong>but the question remains, how does the output benefit the brand?</strong></p> <h3>Outtakes</h3> <p>Instead of just measuring production,<strong> social media teams can also measure the direct results of their efforts</strong>, or the 'outtake metrics'.</p> <p>Outtake metrics will tell you things like: </p> <ul> <li>How many impressions did your post get?</li> <li>How many people watched the video?</li> <li>How much engagement did you get?</li> </ul> <p>Social media platforms typically provide this data. Facebook has reported organic and paid reach for some time and Twitter now offers extensive analytics of tweet performance.  </p> <p>Other platforms are also starting to provide these metrics via dashboards.</p> <p>The reach of a single post, however, is rarely the goal of a social media team. Instead,<strong> it is more interesting to look at outtakes in context.</strong></p> <p>One tool which provides this data is <a href="https://www.socialbakers.com/">Socialbakers</a>. It not only tells you the reach of your posts, but will also give you engagement metrics per number of fans (example: Mini Thailand)...</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7707/mini-th-blog-flyer.png" alt="" width="470" height="444"></p> <p>...how well posts are performing against one another (example: Honda Philippines)...</p> <p><img src="https://assets.econsultancy.com/images/0007/7712/honda-ph2.png" alt="" width="800" height="457"></p> <p>...and how well posts are performing against other brands in your industry.</p> <p><img src="https://assets.econsultancy.com/images/0007/7710/comp2.png" alt="" width="720" height="279"></p> <p>Outtake metrics are preferrable to output metrics for a number of reasons.</p> <p>First off, <strong>outtake metrics give management much more information than simple output metrics</strong>.</p> <p>They offer a glimpse at how much of an impression you are making with the brand's market. Outtake metrics with industry context are even better.</p> <p>Also, social media engagement figures encapsulate a lot of other information about your posts which is useful for improving your content.  </p> <p>How many people reacted to your post, without promotion, is a good guide to the overall quality, relevance, and 'shareability' of your team's work.</p> <p>Finally, outtake metrics are typically underrated by social media teams and so using them to improve could give your brand a competitive advantage.</p> <h3>Outcomes</h3> <p>The most important metrics for the lasting success of a social media team, however, are <strong>outcome metrics</strong>. </p> <p>Outcomes are figures which report on the actions people took as a result of your social media posts. That is, <strong>what change did your social media efforts make in the real world?</strong></p> <p>Some people use outtake metrics, such as likes and shares, as a proxy for outcome metrics.  </p> <p>That is, if your fans are sharing your post then you can infer that it has had a positive effect on how they view your brand.</p> <p>But outcomes also go much farther than whether your fans liked your posts or shared it with their friends. </p> <p>Outcomes also ask questions like:</p> <ul> <li>Did customer loyalty for the brand improve?</li> <li>Are your leads more qualified?</li> <li>Did more people buy something after seeing a post?</li> </ul> <p>These questions are much more difficult to answer and, as a result, are much less frequently part of a social media team's KPIs.</p> <p>In order to measure customer loyalty, brands should gather customer experience (CX) metrics such as<a href="https://econsultancy.com/blog/65610-what-is-customer-experience-and-how-do-you-measure-it"> net promoter score (NPS)</a>.</p> <p>Then, following a particular campaign, <strong>if the NPS score has increased you can attribute success to social media</strong>, to some extent.</p> <p><img src="https://assets.econsultancy.com/images/0007/7711/nps.gif" alt="" width="500" height="233"></p> <p>For lead quality,<strong> social media teams need to agree a 'lead score' metric with sales</strong> and aim to improve that through targeted social media campaigns.</p> <p>And finally, the most controversial topic. Do social media campaigns actually increase sales?</p> <p>To answer this question, <strong>companies need to implement attribution modeling</strong> so that social media views are taken into consideration when giving various media credit for sales.</p> <p>Attribution modeling, however, is still quite difficult to do and accuracy might not meet expectations.  </p> <p>Though it is still worthwhile to try, it may be better to start by targeting campaigns to a specific region or demographic group and look for large bumps in sales for them.  </p> <p>The results and the outcome metrics for a significant result will be more obvious and more meaningful to management.</p> <h3>So...</h3> <p>Social media metrics are important for teams who want to improve performance and report upwards to management. </p> <p>Though many social media teams are still using output metrics, such as successfully completing a post per day, there are other ways to measure success.</p> <p>Outtake metrics will let you know whether your posts are reaching the intended audience and tell you something about the quality of your work as well.  </p> <p>These should be looked at closely by teams as they are an underrated metric.</p> <p>Output metrics, which link social media to business objectives, are the most impressive figures for management, though.  </p> <p>They are typically more difficult to extract but once they become part of your reporting framework, it will be much easier for you to justify the social media team's budget.</p> tag:econsultancy.com,2008:BlogPost/68182 2016-08-12T14:23:23+01:00 2016-08-12T14:23:23+01:00 What can P&G and Facebook teach us about the reality of targeting and the future of TV ads? Bola Awoniyi <p>While the CPG giant has said that it won't be reducing its Facebook ad spend, it will be doing less targeted advertising, instead opting to spend more on TV campaigns.</p> <p>So why would P&amp;G be making this move in the face of trends that suggest TV viewership is going down, while Facebook and its catalogue of apps continue to eat up more of our attention?</p> <h3>Facebook targeting is amazing: if you aren't selling to everyone</h3> <p>You only need to look at your Facebook newsfeed to appreciate how well Facebook shows you content you want to consume, organic and paid.</p> <p>While many consumers continue to be entertained by family and friend updates, news on their favourite sports teams and media links, Facebook continues to work at its business, improving ad impressions by 49%.</p> <p>However, the most unique aspect of Facebook (and Instagram’s) ad offering does no favours for the likes of P&amp;G.</p> <p>According to P&amp;G CMO Marc Pritchard, the ability to deliver extremely targeted Facebook ads over-serves its needs:</p> <blockquote> <p>We targeted too much, and we went too narrow and now we’re looking at: What is the best way to get the most reach but also the right precision?</p> </blockquote> <p><a href="http://www.wsj.com/articles/p-g-to-scale-back-targeted-facebook-ads-1470760949">This WSJ article</a> goes on to illustrate this perfectly:</p> <blockquote> <p>P&amp;G two years ago tried targeting ads for its Febreze air freshener at pet owners and households with large families.</p> <p>The brand found that sales stagnated during the effort, but they rose when the campaign on Facebook and elsewhere was expanded last March to include anyone over 18.</p> </blockquote> <p>Targeting on Facebook had minimal impact for P&amp;G, but removing targeting revealed its unique reliance on a more blunt from of advertising.</p> <p>P&amp;G’s apparent need to reach “everyone” flies in the face of the general approach taken by many in the digital marketing community, but does provide a welcome lifeline to a stalwart of marketing past and present. </p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Ffebreze%2Fposts%2F10156979726370368%3A0&amp;width=500" width="500" height="608"></iframe></p> <h3>TV still has a place in the marketing mix, at least for now</h3> <p>Facebook’s over-serving of P&amp;G’s need highlights the inherent value in television, despite its general decline in viewership.</p> <p>P&amp;G knows TV extremely well. The <a href="http://uk.businessinsider.com/10-biggest-advertising-spenders-in-the-us-2015-7/#2-att-ad-spend-up-01-to-33-billion-att-was-also-ranked-in-the-top-biggest-b2b-marketers-last-year-alongside-microsoft-and-apple-according-to-adage-last-year-it-phased-out-its-long-running-its-not-complicated-campaign-in-favor-of-a-new-better-network-messaging-swapping-kid-brand-ambassadors-for-geeks-called-the-network-guys-9">top advertiser in terms of adspend in the US</a> (<a href="http://www.campaignlive.co.uk/article/1289560/top-100-uk-advertisers-bskyb-increases-lead-p-g-bt-unilever-reduce-adspend">and the second after BSkyB</a> in the UK), spent $1.4bn on US TV adverts in 2015 and plans to increase this number in future.</p> <p>More broadly, the CPG leader has built its business over the decades in large part by mastering brand awareness through television, such that when consumers go to the supermarket, they are highly likely to buy a P&amp;G product.</p> <p>The ability to laser-target consumers has rarely been seen as a problem, but this shows that it is relative.</p> <p>Facebook’s granularity “issue” makes it difficult to reach the masses effectively, whereas the effort and effectiveness of television advertising is a known entity to marketers with general use products and extremely large target audiences.</p> <h3>The investment in ROI doesn’t just refer to money</h3> <p>Of course, none of the above is to say that Facebook cannot deliver quality advertising.</p> <p>Its most recent financial results ($6.2bn in advertising sales in Q2, $2.1bn profit) and the countless case studies of businesses of all sizes being built on Facebook speak for themselves.</p> <p>However, in order for P&amp;G and similar organisations to truly make use of Facebook’s unique capabilities, it would have to create unique campaigns and creative for several different segments and sub-segments within its target market.</p> <p>The time, effort and resources that would be required to invest in creating the hundreds of thousands or millions of permutations of creative across all of its product lines, likely doesn’t seem to be worth it when television can reach roughly the same audience in one fell swoop.</p> <p><iframe src="https://www.youtube.com/embed/XjJQBjWYDTs?wmode=transparent" width="560" height="315"></iframe></p> <p>Much how P&amp;G has set up its entire business around the television, a similar effort and dedication would have to be made to fully utilise tools such as Facebook at that scale.</p> <p>It’s likely that P&amp;G may even be on its way to this: the organisation is known to have extensive relationships with both Google and Facebook, with the latter saying that its relationship with P&amp;G “grows each year”.</p> <p>Despite that growth, it would likely take a reorganisation of its business, alongside continued advances in AI and programmatic in order for P&amp;G to truly utilise Facebook’s platform at the required scale.</p> <h3>Will Facebook ever steal some of your TV ad spend?</h3> <p>It’s obvious that Facebook is gunning for at least a portion of the budgets allocated to television.</p> <p>Despite the continued growth of the digital advertising industry from $17bn in 2007 to $60bn as of last year, as well as Facebook’s own top and bottom line growth, television still garners the largest part of the advertising pie, <a href="http://variety.com/2016/digital/global/global-advertising-spend-rise-2016-1201735023/">estimated to be worth $579bn globally</a>.</p> <p>While its innovations around video (in particular Live) are seemingly directed at increasing user engagement, it’s not hard to imagine Facebook using this to wade further into the higher echelons of marketing budgets.</p> <p>However, if this episode between P&amp;G and Facebook is any indication, this won’t be easy.</p> <p>While Facebook video ultimately looks the same as TV, the back end is fundamentally geared towards Facebook’s trademark granularity.</p> <p>In addition, will users who have always seen a feed that is tailored to their interests all of a sudden be prepared to sit through the same blunt advertising as on TV, just because it looks the same?</p> <p>The chances of Facebook gaining a share of TV ad spend may have slipped slightly, but it certainly won’t stop trying. And we certainly won’t stop watching.</p> tag:econsultancy.com,2008:BlogPost/68183 2016-08-12T13:01:36+01:00 2016-08-12T13:01:36+01:00 10 spectacular digital marketing stats from this week Nikki Gilliland <p>Don’t forget to download the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for more, and ready, set, go…</p> <h3><strong>Only 21% of businesses track return on digital marketing spend</strong></h3> <p><a href="https://www.ruleranalytics.com/Are-Businesses-Using-Analytics-&amp;-Call-Tracking-Effectively.pdf" target="_blank">New research</a> from Ruler Analytics has highlighted how marketers are failing to practice what they preach, with the industry being the worst at measuring the ROI of its marketing activity.</p> <p>Out of an index of 100, marketers and PRs scored just 28.6.</p> <p>In contrast, retailers are the most likely to be using analytics, closely followed by the travel and tourism industry.</p> <p><img src="https://assets.econsultancy.com/images/0007/8000/ROI_marketers.PNG" alt="" width="400" height="594"></p> <h3><strong>Brits will spend over 3.8bn hours reading about the Olympics online</strong></h3> <p>Teads suggests that there is a huge opportunity for brands to reach beyond traditional audiences this summer, as Olympic fever sweeps the nation.</p> <p>A study found that 55% of people who aren’t normally interested in sports plan to watch events in Rio. What’s more, 76% of them plan to read Olympic-related articles online.</p> <p>Overall, Brits will reportedly spend over half an hour each day reading sporting content this summer, amounting to 3.8bn hours in total.</p> <h3><strong>Official suppliers of Wimbledon comprise less than 1% of tournament conversion</strong></h3> <p>A new study by Black Swan has found that being an official supplier of a high profile tournament doesn’t guarantee automatic success. </p> <p>When comparing Pimms (an unofficial supplier) and Lanson (an official supplier), the latter ranked seventh in terms of volume of mentions, while the former ranked second out of nine.</p> <p>This demonstrates how sponsorship deals are no longer enough, with brands now needing to create opportunities for social sharing and earned coverage.</p> <p><img src="https://assets.econsultancy.com/images/0007/8002/Wimbledon_official_suppliers.PNG" alt="" width="750" height="493"></p> <h3><strong>Online conversation means that hotels can no longer rely on legacy reputation</strong></h3> <p>A new <a href="http://pages.crimsonhexagon.com/WC-2016-08-01-IR-AnalysingTopEuroHotels_Registration.html" target="_blank">report from Crimson Hexagon</a> has highlighted how the openness of customer feedback continues to disrupt the travel and accommodation industries.</p> <p>With 78% of conversation on hotels involving people seeking or giving feedback, brands can no longer rely on the long-standing reputation of their brand.</p> <p>Out of the most-talked about topics, 14% related to comfort and luxury, while 9% focused on convenience of hotel location.</p> <h3><strong>Adobe reports Pokemon Go and Brexit impact consumer goods prices</strong></h3> <p>Adobe’s monthly Digital Price Index has identified how the value of online consumer goods has fallen in the last six months.</p> <p>For the UK, Brexit is continuing to impact travel prices, with flights to London falling 13.3% and hotel prices in the capital dropping 9.8% since the EU referendum.</p> <p>Despite the explosion in popularity of Pokemon Go, the report also found that sales value for Pokemon items fell 2.9% month-on-month. </p> <p><img src="https://assets.econsultancy.com/images/0007/8013/pokemon.jpg" alt="" width="750" height="599"></p> <h3><strong>UK viewers clock up over 165,000 tweets during the Olympic opening ceremony</strong></h3> <p>With a live UK audience of 1.838m, data from Kantar Media has revealed how the UK reacted online during the Friday night opening ceremony.</p> <p>Londoners were the most vocal during the coverage, accounting for 15% of unique authors tweeting throughout. Moreover, men were the most active, making up 60% of the most active authors.</p> <p>Out of the 165,409 tweets overall, there was a third more positive tweets than negative ones, with the most common emotion being admiration and respect for those involved.</p> <h3><strong>60% of travel searches start on a mobile device</strong></h3> <p>Research by Hitwise, a division of Connexity, has revealed how consumers are heavily relying on mobile phones during the early stages of holiday planning.</p> <p>Based on the activity of 3m UK shoppers and 1m mobile devices, a study found that 60% of all travel site searches originated from a mobile device.</p> <p>In terms of the subject, 83% of searches were for the ‘best time’ to visit a destination, 68% for ‘flights from’ and 83% were for ‘flight status’.</p> <p>The report also found that mobile phones were the device of choice while on holiday, with ‘near me’ generating 88% of searches.</p> <p><img src="https://assets.econsultancy.com/images/0007/8009/Travel_search.PNG" alt="" width="543" height="377"></p> <h3><strong>81% of organisations have problems achieving a single customer view</strong></h3> <p>The 2016 Digital Marketer Report from Experian has found that, despite 95% of organisations wanting to achieve a single view of the customer, 81% find difficulty in doing so.</p> <p>The biggest obstacles include using technology to integrate customer data in real time, as well as gaining access to data from across organisations. </p> <p>With 95% of enterprise companies planning to run cross-channel campaigns next year, it is vital to overcome these challenges in order to do so.</p> <p><img src="https://assets.econsultancy.com/images/0007/8012/single_customer_view.PNG" alt="" width="620" height="520"></p> <h3><strong>Over 90% of publishers find off-site distribution has positive impact</strong></h3> <p>AOL have just released its <a href="http://www.aolplatforms.com/blog/2016-publisher-outlook-monetizing-age-mobile-video" target="_blank">Publisher Outlook Report</a>, based on insight from 300 premium publishers in the US.</p> <p>Despite initial panic, opinion about third-party publishing platforms now looks to be largely positive, with 90% believing distributed media has had a positive impact. Likewise, 53% deem it ‘extremely positive’</p> <p>With publishers receiving 25-50% of traffic via syndication referrals, it has become an essential part of strategy for many.</p> <h3><strong>25% of influencers asked not to disclose brand involvement</strong></h3> <p>A new survey by SheSpeaks has found that online influencers are being asked by brands to deny compensation.</p> <p>In a survey of 347 online influencers, while 95% said they were upfront with their audience about taking payment from a brand, 25% also reported that they had been specifically asked not to divulge the information.</p> <p>Despite the Federal Trade Commission stipulating that compensation or free products should be disclosed, even large corporations like <a href="https://www.ftc.gov/news-events/press-releases/2016/07/warner-bros-settles-ftc-charges-it-failed-adequately-disclose-it" target="_blank">Warner Bros have failed</a> to be up-front.</p> tag:econsultancy.com,2008:TrainingDate/2961 2016-08-10T05:00:41+01:00 2016-08-10T05:00:41+01:00 Econsultancy's Certificate in Digital Marketing & Google AdWords Qualified Individual Certification - Singapore <h3><strong>Course benefits</strong></h3> <p>Econsultancy and ClickAcademy Asia are proud to launch the first world-class Certificate in Digital Marketing programme in Singapore catering to senior managers and marketing professionals who want to understand digital marketing effectively in the shortest time possible. Participants who complete the programme requirement will be awarded the <strong>Econsultancy's Certificate in Digital Marketing</strong> and <strong>Google AdWords Qualified Individual</strong> <strong>Certificate</strong>.</p> <p>The double certification programme is uniquely positioned to deliver these benefits:</p> <ul> <li>Course content and curriculum provided by Econsultancy of UK, the world leading digital marketing best practice community and publisher with 250,000+ subscribers</li> <li>Certification in Google AdWords, a highly sought-after professional qualification by Google for digital marketing professionals</li> <li>3 free credits to download 3 Econsultancy reports (worth USD695/report) from Econsultancy's portal containing 500,000+ pages of digital marketing resources, reports and best practice guides</li> <li>Short 8-week course with lesson once or twice a week</li> <li>Practical and real-life training by certified digital marketing practitioners</li> <li>Conducted locally in Singapore with ‘live’ face-to-face training, and not webinars or online learning</li> </ul> <h3>Econsultancy's Reports (Complimentary)</h3> <p>FREE 3 Credits to download Econsultancy's reports from Econsultancy's <a href="https://econsultancy.com/reports/">portal</a> containing 500,000+ pages of digital marketing resources, reports and best practice guides.</p> <h3><strong>Course Details</strong></h3> <p>This double certification course is a 8-week part-time programme for working professionals who intend to upgrade their knowledge in digital marketing. Upon successful completion of the programme, participants will obtain a double certification, and are awarded the Certificate in Digital Marketing (powered by Econsultancy) and the Google AdWords Individual Qualification. </p> <p>This is a part-time programme with 64 contact hours (total 8 days) spread over 8 weeks. Participants will only be certified after passing the Google AdWords exams and the digital marketing project, and complete at least 52 contact hours. </p> <p>The part-time programme covers topics ranging from the overview of digital marketing, customer acquisition channels to social media marketing. </p> <p><strong>Start Date:</strong> 11 Oct 2016</p> <p><strong>Venue:</strong> Lifelong Learning Institute, Singapore, #04-02</p> <p><strong>Course Fee:</strong><strong> SGD 5,880/pax</strong><br>(SGD2,000 discount for Econsultancy’s paying subscribers at SGD 3,880/pax.)</p> <p>To find out more and register, click <a href="http://www.clickacademyasia.com/wp-content/uploads/2016/06/doublecert-brochure-sg-my-2H2016.pdf" target="_blank">here</a>.</p> <h4>For enquiries, please contact us<strong> </strong>at +65 6653 1911 or email<strong> <a href="mailto:%20apac@econsultancy.com" target="_blank">apac@econsultancy.com</a></strong> </h4> tag:econsultancy.com,2008:BlogPost/68144 2016-08-08T02:30:00+01:00 2016-08-08T02:30:00+01:00 Five things you should know about Snow (Asia's Snapchat) Jeff Rajeck <p>Launched in Asia in September 2015, Snow is a video chat app which is now available globally.</p> <p>It has all the signs of being a smash hit with the selfie-obsessed generation, but there are a number of other things that digital marketers should know about it.</p> <p>Here are five key points to get you started.</p> <h3>1) Snow is a lot like Snapchat</h3> <p>Snow is available like any other mobile app on both the <a href="https://itunes.apple.com/us/app/snow-selfie-motion-sticker/id1022267439">Apple App Store</a> and via <a href="https://play.google.com/store/apps/details?id=com.campmobile.snow">Google Play</a>.</p> <p>In the app stores, Snow is described as a 'Selfie, Motion sticker, Fun camera', but it might as well be called 'Asia's Snapchat'.</p> <p>Reason being that Snow has all of the basic features of Snapchat - like chat with disappearing photos and video - but it was developed and launched in Asia, initially.</p> <p>Crucially, Snow features the photo and video lenses that everyone loves so much on Snapchat.</p> <p>Some of these lenses are familiar...</p> <p><img src="https://assets.econsultancy.com/images/0007/7661/snapchat2.jpg" alt="" width="497" height="452"></p> <p>..others are quite different...</p> <p><img src="https://assets.econsultancy.com/images/0007/7662/snow.jpg" alt="" width="488" height="447"></p> <p>and still others seem to <a href="https://www.facebook.com/snowapp/videos/680065395465226/">push the current limits of selfie-taking</a>.</p> <img src="https://assets.econsultancy.com/images/0007/7665/snow2.jpg" alt="" width="488" height="266"> <p>Overall, though, the app is slick, its interface is intuitive and Snapchatters will find it very easy-to-use.</p> <h3>2) Snow is growing fast</h3> <p>Snow was only launched in September 2015, but as of July 2016 it has had 40m downloads. </p> <p>Though it's a bit early to discuss meaningful statistics such as user demographics and monthly active users (MAUs), its growth is phenomenal. It took Facebook over two years to have that many users.</p> <h3>3) Snow's parent company has big plans for the app</h3> <p>Snow was built by CampMobile which is currently a subsidiary of Korean firm Naver.</p> <p>Naver is well-known to those in Asia as the company which built LINE, the main chat application in Japan with a big following in Thailand and Indonesia as well.</p> <p>In a July 29th investor conference call, <a href="http://www.kita.org/global/ecoView.do?seq=17319&amp;searchWrd=&amp;pageIndex=1">Naver said that it aims to spin off Snow</a> so that the app might follow the path of LINE.</p> <p>For those unfamiliar with LINE, it is a chat app originally built by Naver, but created for the Japanese market. LINE was subsequently spun off by Naver and LINE recently IPO'd in New York and Tokyo in July. LINE, on its own, is now worth over $6bn.</p> <p>The reason LINE has been so successful is that it has crossed over from chat app to a platform with integrated services (taxi, grocery, etc.) and mobile payments. LINE also has 8m users who regularly buy stickers and 1.6m users who pay for LINE branded games.</p> <p>Econsultancy subscribers can read more about LINE in our <a href="https://econsultancy.com/reports/the-japan-digital-report">2016 Japan Digital Report</a>, but suffice it to say that Naver has already launched a very successful app platform and are looking to do it again with Snow.</p> <p><img src="https://assets.econsultancy.com/images/0007/7668/LINE.jpg" alt="" width="513" height="298"></p> <h3>4) Snow works in China, Snapchat does not</h3> <p>This is possibly the most important, yet under-reported, aspect of Snow.</p> <p>The Chinese internet regulators have blocked Snapchat in China and so Snapchat's app does not work there. Snow, however, does work and so it is likely that it will take Snapchat's place in the country.</p> <p>There is no consensus on why Snapchat has been blocked and Snow has not, but some speculate it is because Snapchat uses Google Cloud, which is blocked in China as well. Also, Snapchat may not be providing the access to data required by the Chinese government.</p> <p>Regardless, if Snow gains traction in China then it will have access to hundreds of millions of users that Snapchat does not.</p> <h3>5) Snow is another sign that the West is not winning in China</h3> <p>Before Snow, Snapchat may have enjoyed a first-mover advantage in China for its disappearing video chat. Now, even if it is allowed by the Chinese regulator, Snapchat will be forced to compete feature-by-feature with a regional firm.</p> <p>Recent events tell us that this is very bad for Snapchat. </p> <p>Looking at all of the Western vs. Chinese digital services showdowns recently, it seems that the Chinese firm wins every time.</p> <ul> <li>For ecommerce, <strong>Alibaba and Tmall have taken the place of Amazon</strong> in China.</li> <li>In search, <strong>Baidu now has 3 times the market share of Google</strong> in greater China.</li> <li>And for taxis, <strong>Didi Chuxing just bought all of Uber China's assets</strong> effectively kicking them out of the country.</li> </ul> <p>(For more on China's digital players, subscribers should have a look at Econsultancy's <a href="https://econsultancy.com/reports/the-china-digital-report">China Digital Report</a>)</p> <p>The narrative for each defeat seems to be similar. A US firm develops a new web service, proves that it has a viable business, and then, when it is launched in China, is beat out by a local firm.</p> <p>Admittedly, Snow is not a Chinese firm and so it may suffer the same fate. But the fact that Snow is not blocked shows that the regulators in China prefer Naver to Snapchat for the time being.</p> <h3>So...</h3> <p>Snow is available for everyone now and it is a great app. </p> <p>Naturally, most Westerners will not have a large group of friends on the app network, but as a way to take new and interesting selfies, it's quite good and worth a download anyway.</p> <p>In the longer term, however, it looks possible that Snow will be the preferred video chat app in Asia and so its worth getting to know and keeping an eye on.</p> tag:econsultancy.com,2008:BlogPost/68112 2016-07-28T03:00:00+01:00 2016-07-28T03:00:00+01:00 Five things you should know about digital Japan Jeff Rajeck <p>..outrageous fashion...</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7404/fashion-blog-flyer.jpg" alt="" width="470" height="472"></p> <p>(image via <a href="https://www.flickr.com/photos/istolethetv/4735451442/">istolethetv</a>)</p> <p>...a challenging sense of design...</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7405/anime-blog-flyer.jpg" alt="" width="470" height="353"></p> <p> ...and famously strange TV shows.</p> <p> <img src="https://assets.econsultancy.com/images/resized/0007/7406/bear-blog-flyer.jpg" alt="" width="470" height="307"></p> <p>So what about digital?  In a world where cultures becoming increasingly alike due to digital media, does Japan stand out in any way?</p> <p>Econsultancy's latest publication, <a href="https://econsultancy.com/reports/the-japan-digital-report/">The Japan Digital Report</a>, aims to find out. In the report, we look at Japan's demographics, digital readiness, social media, search engines, and ecommerce sites to get a detailed picture of just where Japan is at, digitally.</p> <p>We found that there are many fascinating aspects of Japan's digital culture.  Here are five things that you should know about first.</p> <h3>1) Japan has its own social network</h3> <p>Any meaningful discussion of digital in Japan has to start with its homegrown social network, LINE.</p> <p>LINE rose to prominence during Japan's 2011 tsunami crisis as many used the network to communicate with loved ones when normal phone communication failed.</p> <p>Since then, however, <strong>LINE has become ubiquitous in Japan</strong> providing its users with chat, voice and video chat, a personal timeline, games, branded<a href="https://assets.econsultancy.com/images/0007/7407/pic-2016-07-25-12-01-24.jpg"> channels, and many more features.</a></p> <p><img src="https://assets.econsultancy.com/images/0007/7407/pic-2016-07-25-12-01-24.jpg" alt="" width="716" height="409"></p> <p>The network still enjoys significant growth quarter-on-quarter and it is commonly said that <strong>anyone in Japan who is 'on social media' is on LINE.</strong></p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7409/pic-2016-07-25-12-05-44-blog-flyer.png" alt="" width="470" height="270"></p> <p>One testament to LINE's popularity is that the company IPO'd in the US and Japan in July 2016 and shares shot up 50% on the first day.</p> <h3>2) Facebook is popular, too, and used for business</h3> <p>Facebook was launched in Japan in 2008, but as of 2011 its reach, 2 million, was still relatively low.</p> <p>The social network also came into its own during the 2011 tsunami. Because Facebook, unlike other social networks, requires real names, <strong>Japanese Facebook users could see that distant friends or colleagues were OK after the disaster without having to ask them directly</strong>.</p> <p>Its popularity soared following the disaster and it has seen consistent growth ever since.</p> <p><img src="https://assets.econsultancy.com/images/0007/7410/facebook.png" alt="" width="640" height="400"></p> <p>Now, <strong>Facebook is used in Japan for business networking as well as social networking.</strong></p> <p>Speculation is that Facebook has taken LinkedIn's place in this regards because it is unusual for the Japanese to post career accomplishments and ambitions as members are encouraged to do on LinkedIn. So, because Facebook has real names, the platform serves as a less obvious way of making and maintaining professional contacts.</p> <h3>3) Yahoo! Japan is still very much alive</h3> <p>As most are aware by now, Yahoo has been sold to Verizon in the US.  The site however, is not wholly owned by Yahoo and <strong>so Yahoo Japan will not be transfered to Verizon after the sale of Yahoo in the US.</strong></p> <p><img src="https://assets.econsultancy.com/images/0007/7411/yahoo.png" alt="" width="800" height="156"></p> <p>Yahoo Japan has built up a strong independent brand and <strong>competes head-on with Google for monthly active users (MAUs)...</strong></p> <p><img src="https://assets.econsultancy.com/images/0007/7412/pic-2016-07-25-12-18-09.png" alt="" width="471" height="280"></p> <p>...and has more ecommerce traffic than any other site in the country.</p> <p><img src="https://assets.econsultancy.com/images/0007/7413/pic-2016-07-25-12-20-37.png" alt="" width="507" height="365"></p> <p>Yahoo Japan also currently enjoys double-digit year-on-year growth in overall monthly active users.</p> <h3>4) Bots are already up and running in Japan</h3> <p>2016 has been a banner year for applications which provide a chat interface to an ecommerce or information service - <a href="https://econsultancy.com/blog/67894-what-are-chatbots-and-why-should-marketers-care/">commonly known as bots.</a>  Most compaines, however, have yet to do anything at all on the various bot platforms and so bots may well end up to be the biggest vapourware story of the year.</p> <p>In Japan, however, <strong>LINE already has a bot plugin for brands</strong>, a test network for developers, and a number of live bots already in use. </p> <p><img src="https://assets.econsultancy.com/images/0007/7414/dominos.png" alt="" width="800" height="262"></p> <p>Domino's Pizza Bot is one example which has taken a reported 100 million yen (around $1 million) in orders already. Those interested in building a LINE bot for Japanese consumers can get started by applying for access (in English) at the <a href="https://partner.line.me/en">LINE partner site</a>.</p> <h3>5) Virtual stickers are what's hot there, though</h3> <p>If you asked a typical LINE user about what was hot on LINE, though, most would say one word - stickers. Virtual stickers are similar to emojis in that they are used to share emotions in an unusual or fun way.</p> <p><img src="https://assets.econsultancy.com/images/0007/7415/stickerw1.png" alt="" width="800" height="200"></p> <p>LINE, however, has capitalized on their popularity on the network and allowed brands to design their own custom stickers (for a considerable fee, of course!)</p> <p><img src="https://assets.econsultancy.com/images/0007/7416/dove2.png" alt="" width="536" height="371"></p> <p>The benefit for brands, though, is that <strong>LINE stickers can both deliver the brand message and help their fans extend the brand message to their friends.</strong></p> <p>LINE stickers also have the added benefits of being short-lived and difficult-to-get outside of a campaign's home country.  This scarcity makes the stickers distribution even more likely by LINE members seeking cultural cachet.</p> <h3>So...</h3> <p>So, why do some Japanese dress outrageously and why do they have some of the world's most 'interesting' TV shows?  We are not entirely sure.</p> <p>We do know, however, that <strong>Japan has a diverse media landscape and many opportunities for brands to reach their audience in the country digitally</strong>. The Japan Report will provide you will the base facts, statistics, and insights you need to start figuring out this fascinating country. </p> <p>If you'd like to know more about Japan, then Econsultancy subscribers can <a href="https://econsultancy.com/reports/the-japan-digital-report/">download the report here</a>.</p> <p>And if you're not a subscriber, then you can <a href="https://econsultancy.com/subscription-plans/">find out more about subscriptions here</a>.</p> tag:econsultancy.com,2008:BlogPost/68094 2016-07-27T03:30:00+01:00 2016-07-27T03:30:00+01:00 Three ways to encourage social sharing in a foreign market Jeff Rajeck <p>First off, <strong>shared posts get more reach</strong>. Shared posts are amplified by your audience and can be amplified again by their audience (and so on).</p> <p>Also, <strong>shared posts get extended reach for free</strong>. Marketers are now so used to paying to promote posts, that its easy to forget this aspect of social media.</p> <p>Most of all, however, <strong>shared posts give your brand credibility which cannot easily be engineered</strong>. Your shared posts have been given the stamp of approval by someone and so look more authentic and more interesting.</p> <p>Brand marketers know this, so it's likely that they already know quite a lot about how to get their content shared.</p> <p>They can associate the brand with </p> <ul> <li>a current news event</li> <li>a contemporary meme</li> <li>or a well-known celebrity</li> </ul> <p> These techniques all work very well, but only when you're plugged in to the same media as your audience. That is, you need to know what your audience recognises and cares about to make this work.</p> <p>But what happens when you are trying to reach an audience in another country? One which may even speak a different language?</p> <h3>Being shared in foreign lands</h3> <p>Getting a post shared in a foreign country is not easy. You don't know what your audience cares about and so you don't know what to associate your brand with. </p> <p>But, as mentioned in a <a href="https://econsultancy.com/blog/68053-three-reasons-why-you-should-localize-social-media-posts/">previous post</a>, localising your social media is a great way for your brand to connect with audiences in other countries.</p> <p>So how can you find out what people in other countries care about?</p> <p>One way is to surf through foreign language social media, but that can be quite difficult and demotivating.</p> <p>There are, however, tools to help you do so, and here is an overview of three of them which will help you come up with localised posts worth sharing.</p> <h3>1) Google Trends</h3> <p><a href="https://www.google.com/trends/">Google Trends</a> is a tool which shows you the relative popularity of particular search terms on Google. </p> <p>Sometimes news outlets use it to show how a particular term or concept has either come in or fallen out of favor.</p> <p>It can also be used to track brand popularity...</p> <p> <img src="https://assets.econsultancy.com/images/0007/7242/Picture2.jpg" alt="" width="544" height="319"></p> <p>The relative importance of current events.</p> <p> <img src="https://assets.econsultancy.com/images/0007/7243/Picture3.jpg" alt="" width="547" height="326"></p> <p>Or even political candidates.</p> <p> <img src="https://assets.econsultancy.com/images/0007/7244/Picture4.jpg" alt="" width="553" height="332"></p> <p>Where it's useful for getting your social media posts shared, however, is through the 'Trending Now' section.</p> <p>Here you can see what searches are trending and even see the approximate amount of searches on the term that particular day.</p> <h4>Why this is helpful for sharing</h4> <p><strong>Google Trends allows you to change the country and see what is trending in various places.</strong> Here we can see the top two search queries for Malaysia on July 13th, Perodua Bezza and Pokemon Go.</p> <p><img src="https://assets.econsultancy.com/images/0007/7245/Capture.JPG" alt="" width="561" height="351"></p> <p>Finding what is popular in your target countries will help you find an appropriate, popular topic on which to base your post.</p> <h3>Twitter trends</h3> <p>Whereas Google can tell you what things are being searched for, Twitter can show you what is creating buzz on social networks.</p> <p>Twitter's Trends menu has clickable hashtags which are sorted according to their current popularity.</p> <p> <img src="https://assets.econsultancy.com/images/0007/7248/capture-59-34.jpg" alt="" width="189" height="249"></p> <p>Though by default it shows what is trending where you are, <strong>Twitter Trends can be configured to show what is trending in a particular country or city</strong>. This lets you see what hashtags are currently most popular in another part of the world.</p> <p><img src="https://assets.econsultancy.com/images/0007/7249/capture-01-08.jpg" alt="" width="386" height="391"></p> <p>Simply click on 'Change' next to 'Trends' and type in one of Twitter's set locations. The results are often quite illuminating and different geographic locations reveal that people around the world are having very different discussions.  </p> <h3>Social media tools</h3> <p>There are also a number of tools available which will help you find out what is trending on various social media platforms</p> <p>ContentGems, Buzsumo and Klout all let you search for new content using keywords. Using a location, such as a city name, will certainly help you find trending topics in the location that you are targeting.</p> <p>But one tool which offers more is SocialBakers Inspiration Pro. Like the other tools, the search is initially quite simple. You simply pick a keyword, the social network and how recent you want the content to be.</p> <p><img src="https://assets.econsultancy.com/images/0007/7251/capture-02-56.jpg" alt="" width="850" height="121"></p> <p>And, like the other tools, on the results screen we can further refine results based on media type (link, photo, video, etc.) and post type (business or personal).</p> <p><img src="https://assets.econsultancy.com/images/0007/7252/capture-05-24.jpg" alt="" width="800" height="290"></p> <p>But where Inspiration Pro will help you find relevant content for another country or city is that<strong> you can then filter posts by industry and country.</strong> That way you can see, in just a few clicks, what conversations are happening which are relevant to your industry and target country.</p> <p>It's interesting to see just how different the most talked-about topics are in different countries. Here is a recent example of the most popular posts from The Philippines, Malaysia, and Singapore in the past seven days.</p> <p><img src="https://assets.econsultancy.com/images/0007/7254/capture-07-02.jpg" alt="" width="800" height="248"></p> <p>Once you have found a relevant topic, you can then click through and see some more detail about the post and how quickly it was shared.</p> <p><img src="https://assets.econsultancy.com/images/0007/7256/capture-10-02.jpg" alt="" width="800" height="248"></p> <p>This sort of information is incredibly valuable when deciding whether a trend is still important for your audience, or whether it is yesterday's news.</p> <h3>So...</h3> <p>So by using Google Trends, Twitter trends, or a tool like SocialBakers you will have a good idea about what is trending in the country you are targeting.</p> <p>Armed with that information, it should be much easier to write a post which will be relevant to your audience and, with some luck, be shared more often.</p> <p><em>More on social strategy:</em></p> <ul> <li> <a href="https://econsultancy.com/blog/66218-the-five-types-of-content-employees-love-to-share-on-social-media/">The five types of content employees love to share on social media</a> </li> <li> <a href="https://econsultancy.com/blog/67529-the-rise-of-dark-social-everything-you-need-to-know/">The rise of dark social - everything you need to know</a> </li> <li> <a href="https://econsultancy.com/blog/64530-how-to-sell-your-brand-through-socially-shared-reviews/">How to sell your brand through socially shared reviews</a> </li> </ul>