tag:econsultancy.com,2008:/topics/social-2 Latest Social content from Econsultancy 2017-05-22T11:14:00+01:00 tag:econsultancy.com,2008:Report/4489 2017-05-22T11:14:00+01:00 2017-05-22T11:14:00+01:00 Social Quarterly: Q2 2017 <p>The <strong>Social Quarterly</strong> is a series of presentations by Econsultancy, which curate the latest trends, developments and statistics in social media. The reports focus on distilling the most recent data and trends, aiming to provide a guide to what's happening now in social media and what you should be keeping an eye on.</p> <p>Social media evolves rapidly, and the <strong>Social Quarterly</strong> provides an overview of the latest trends in the industry. It contains information which can be translated into your own documents, allowing you to prepare a pitch or use internally at a moment's notice.</p> <p>The Social Quarterly examines the current social media landscape, trends and updates on various social platforms and considers what will happen next. Updated four times per year, it will help to quickly surface statistics and trends you can use and react to immediately.</p> <p><strong>This edition of Social Quarterly includes</strong> Facebook’s introduction of ‘Stories’, the introduction of ‘Cabana’ from Tumblr, additional AR filters on Instagram and new ‘Trending Stories’ from LinkedIn, amongst other innovations.</p> <p>Bringing to life data from the <a href="https://econsultancy.com/reports/social-media-statistics">Internet Statistics Compendium</a> and the <a href="https://econsultancy.com/blog/">Econsultancy blog</a>, the Social Quarterly is the best of social in an easy-to-digest format.</p> <p>The Social Quarterly will allow you to:</p> <ul> <li>Stay up to date with regular developments across multiple social media platforms.</li> <li>Present and pitch at short notice with clear and effective data.</li> <li>Pinpoint areas in which you want to find out more and use the linked Econsultancy resources and blog posts to do this.</li> <li>Spot potential ways your company could be using social media but is not currently.</li> </ul> tag:econsultancy.com,2008:BlogPost/69046 2017-05-08T01:00:00+01:00 2017-05-08T01:00:00+01:00 Has WeChat beaten Facebook to the enterprise? Jeff Rajeck <p>Facebook aims to change this with its new service, <a href="https://www.facebook.com/workplace">Workplace by Facebook</a>, which launched in October 2016. The new social network aims to provide companies with a way for its staff to collaborate and form tighter social ties with fellow employees. To see where this all might be headed, it's worthwhile to have a look at what is happening in China. The ultra-popular Chinese messaging platform, <strong>WeChat, has become as much of workplace tool as a social network to many in the country</strong>.</p> <p>One section of an <a href="https://www.chinatechinsights.com/report/21370582.html">April 2017 report</a> by the China Academy of Information and Communications Technology (CAICT) focused on how important WeChat has become in the enterprise and how Chinese office workers are using it.</p> <h3>The survey</h3> <p>For the report, CAICT surveyed more than 1,000 WeChat users and 9,000 business account managers using WeChat's integrated survey tool (<a href="http://re.qq.com/">Penguin Intelligence</a>) in March 2017.</p> <p>Here are a few of the findings which offer insights into the future of messaging and the workplace.</p> <h3>1) WeChat is massive in China</h3> <p>For those unfamiliar with the platform, simple usage stats will give you some idea of the scale of the platform. WeChat has 890m monthly active users as of Q4 2016, 28% more than it had Q4 2015. This means that <strong>WeChat will likely hit a billion monthly active users at some point this year.</strong></p> <p><img src="https://assets.econsultancy.com/images/0008/5799/1.png" alt="" width="800" height="234"></p> <p>While it's unknown how many of those users are outside of China (as there are only an estimated 731m Chinese internet users) it is likely that <strong>nearly everyone on the internet in China is on WeChat.</strong></p> <h3>2) New WeChat contacts are largely work-related</h3> <p>While the percentage of WeChat users with over 200 contacts (43%) has never been higher, interestingly <strong>it seems that people are adding fewer people every month.</strong></p> <p>Of those that are being added, though, <strong>more than half (57%) say that their new contacts are mostly work-related.</strong></p> <p><strong><img src="https://assets.econsultancy.com/images/0008/5800/2.png" alt="" width="800" height="426"></strong></p> <p>For those at management level the percentage is even higher (74%) indicating that <strong>WeChat-at-work is a phenomenon that is affecting all levels of the enterprise.</strong></p> <h3>3) Almost all WeChat users use it for work</h3> <p>When asked about which work-related actions users had accomplished through WeChat, <strong>fewer than 20% of WeChat users said that they don't work on WeChat at all. </strong>Additionally, more than half (58%) said that they use the platform daily for work-related communications.</p> <p>This figure is backed up, anecdotally, by the FT which <a href="https://www.ft.com/content/a7f851a2-1118-11e6-91da-096d89bd2173">reported last year</a> that "at almost every Chinese workplace, WeChat has become the primary means of communication."</p> <h3>4) More people use WeChat for daily work than email, phones, or any other messaging service</h3> <p>Probably the most surprising finding is that <strong>WeChat is more commonly used as a 'major communication tool' than telephone, SMS, or email.</strong></p> <p><strong><img src="https://assets.econsultancy.com/images/0008/5802/4.png" alt="" width="800" height="218"></strong></p> <p>Nearly 90% of respondents use WeChat for daily work, demonstrating that the platform has now reached a tipping point and will likely remain dominant.</p> <p>To capitalize on that trend, WeChat launched a 'Slack-like' <a href="https://medium.com/startup-life-in-china/enterprise-wechat-is-not-wechat-enterprise-right-83c18c55ef6a">Enterprise WeChat</a> recently, though there is some skepticism that the platform will be successful – or that it is even necessary.</p> <p>Marketers should still take note of the ubiquity of WeChat at work as reaching a desirable office worker consumer base requires having a presence on WeChat. For more on how to use WeChat for marketing, please refer to <a href="https://econsultancy.com/reports/the-china-digital-report">Econsultancy's China Digital Report</a>.</p> <h3>5) Enterprise users use WeChat to coordinate tasks and send out notifications</h3> <p>So how exactly do people work on WeChat? As nearly everyone is on the platform, <strong>WeChat is used largely to coordinate tasks and send out notifications</strong>, similar to how office workers worldwide use WhatsApp.</p> <p><strong><img src="https://assets.econsultancy.com/images/0008/5801/3.png" alt="" width="800" height="478"></strong></p> <p>Interestingly, though, a significant number also use WeChat for transactions (38%) and transferring files (33%) which indicate that <strong>the next stage for messaging apps is to become part of the daily workflow, in direct competition with email and websites.</strong></p> <h3>6) Business owners use WeChat for making transactions</h3> <p>For individual proprietors, conducting transactions on the platform has become even more important. <strong>Half of all small business owners surveyed use WeChat for commerce</strong>, more than even use it for coordination or notifications.</p> <p>This is one example of how WeChat differs from its Western counterparts. Facebook only launched payments via messenger in April 2016 and a payments feature was only added to chatbots in September. While Facebook is arguably launching into a larger base, it has a lot of catching up to do in this area.</p> <h3>7) Many join large groups for corporate internal communications</h3> <p>Another interesting new behaviour is that <strong>office workers join large (100+) chat groups in order to keep up on corporate internal communications.</strong></p> <p><strong><img src="https://assets.econsultancy.com/images/0008/5803/5.png" alt="" width="800" height="216"></strong></p> <p>While in the West company announcements are made via email, in China it seems 40% of respondents report that <strong>companies and large teams use WeChat for large scale notifications.</strong></p> <p>Also interesting to note is that<strong> over one in three (34%) use WeChat as a way to network professionally,</strong> which may explain LinkedIn's struggle to match its success elsewhere.</p> <h3>8) Most Chinese office workers find WeChat 'helpful'</h3> <p>Finally, respondents were asked to comment on whether they found WeChat helpful for work. Interestingly, only around one in four (24%) indicated that it was a place to get 'high quality information' and only slightly more (35%) said that it was good way of managing office work from their mobile.</p> <p><strong>But more than four in five (81%) said that WeChat 'offers a useful communication tool' for work</strong>, meaning that nearly all of the 90% who use WeChat regularly for work find value in the platform.</p> <p><img src="https://assets.econsultancy.com/images/0008/5804/6.png" alt="" width="800" height="234"></p> <p>This is another indicator of the strength that WeChat has in Chinese companies and, perhaps, is the most telling sign that we should expect the same in the West in the future.</p> <h3>So...</h3> <p>While China lagged the West in online services for many years, it now appears that they are the leading in many areas. With nearly the whole country on a single platform with integrated payments, <strong>China is now pulling ahead by adopting new online behaviours that, until recently, were not even possible in the West.</strong></p> <p>This was initially apparent in how consumers were using the internet, but <strong>it is now true in the enterprise as well.</strong></p> <p>And though it's not likely that Western companies will follow China exactly, marketers should be aware that messaging apps have the potential to displace the communication mediums which may seem to be with us permanently – namely the telephone, email, and even the web.</p> <p>For those who conduct business in China or want to know more about the digital landscape there, we encourage you to download the <a href="https://www.chinatechinsights.com/report/21370582.html">original CAICT report </a>and <a href="https://econsultancy.com/reports/the-china-digital-report">Econsultancy's China Digital Report</a> as well.</p> tag:econsultancy.com,2008:BlogPost/69063 2017-05-05T13:07:06+01:00 2017-05-05T13:07:06+01:00 10 juicy digital marketing stats from this week Nikki Gilliland <h3>Ecommerce decision-makers bank on new tech</h3> <p>A new study from Salmon suggests ecommerce decision-makers are increasingly investing in new technology like IoT and virtual reality.</p> <p>Research found that 61% are currently investing in IoT (Internet of Things) enablement, while 69% plan to invest in robots and 60% in machine learning within the next five years.</p> <p>What’s more, 74% of decision-makers plan to switch ecommerce platforms in the next 12 to 18 months, with 92% of organisations recognising the need to better analyse data to improve the customer experience. </p> <h3>82% of UK consumers are unaware of the filter bubble</h3> <p>Research from the7stars has found that most consumers are unaware that their online experience is limited by social media and search preference algorithms. In fact, 82% have never heard of the term ‘filter bubble’. The study also found that consumers want more serendipitous content online from brands, with many stating positive emotions when asked how relevant but unexpected ads make them feel.</p> <p>In contrast, when asked what they associate with expected advertising based on recent searches or expressed interests, the majority of consumers chose negative words such as ‘targeted’, ‘intrusive’ and ‘annoying’.</p> <p><img src="https://assets.econsultancy.com/images/0008/5904/the7stars.jpg" alt="" width="780" height="463"></p> <h3>75% of consumers say Amazon would be their go-to physical store</h3> <p>According to new research from <a href="http://www.fujitsu.com/uk/solutions/industry/retail/forgotten-shop-floor/">Fujitsu</a>, four out of 10 consumers in the UK are disappointed by the state of in-store technology. 75% say they would choose Amazon or eBay over traditional names if these retailers had a physical presence on the high street. </p> <p>When it comes to the reasons for this disillusionment, 42% say it is because the technology is slow, while 37% say it is unreliable. Three quarters of consumers say they can access more information than retail employees as a result, with 73% saying they can get it quicker. This means that around 65% of employees are even using their own devices to try to bridge the gap.</p> <p><img src="https://assets.econsultancy.com/images/0008/5900/Fujitsu.jpg" alt="" width="464" height="336"></p> <h3>360-degree technology is fuelling investment in digital video </h3> <p>A new study by AOL suggests that new advances in technology are contributing to the rise of digital video. Research shows 55% of buyers and sellers in the UK believe immersive formats such as 360-video will provide one of the best revenue streams over the next 12 months. </p> <p>That being said, these formats are still in the early days of adoption. According to the study, 20% of consumers in the UK watch virtual reality video once a week or more, and 68% of Brits say they never watch VR at all.</p> <p>While immersive formats have yet to truly take off, live formats are becoming mainstream – 42% of consumers in the UK now watch live content once or more than once a week versus 55% globally. In truth even these numbers seem quite high.</p> <h3>Eight in 10 shoppers think music makes in-store shopping more enjoyable</h3> <p>A report by <a href="http://moodmedia.co.uk/shopping-with-emotion/">Mood Media</a> has highlighted the importance of improved customer experience in-store. In a survey of 2,000 consumers, 89% said they are likely to revisit a store if it has an enjoyable atmosphere. Eight in ten like background music while they shop in-store, with 75% saying waiting times are less dull if it is playing. </p> <p>When in a shop with enjoyable elements like music, visuals, or scent, the study also suggests that shoppers are more likely to stay longer, revisit, and recommend it to others – as well as choose the store over buying online.</p> <p><img src="https://assets.econsultancy.com/images/0008/5901/Music.jpg" alt="" width="750" height="365"></p> <h3>Ad campaigns using audience IDs predicted to triple by 2020</h3> <p>Audience IDs – which are the online identity profiles used to recognise and match users across different devices and channels – will be used in 58% of total UK online ad spend by 2020.</p> <p>This comes from a new report by Yahoo and Enders Analysis, which also suggests that audience ID ad spend will triple to €7.9bn by 2020, compared with €2.7bn in 2016.</p> <p>Predictions also suggest that growth in the volume of ad spend which uses audience IDs will slow when GDPR comes into effect in 2018. However, it will continue to grow as the industry responds and adapts to the new regulatory requirements.</p> <h3>UK grocery sector grows 3.7%</h3> <p>The <a href="https://www.kantarworldpanel.com/global/News/Britains-sweet-tooth-helps-grocery-sales-rise">latest figures</a> from Kantar Worldwide show that all 10 major UK retailers saw growth in the 12 weeks ending 23 April 2017, with the sector growing 3.7% as a whole. Britons spent an extra £1bn this year compared to last, with both Easter and inflation contributing to increased spend. A preference for premium confectionary lines was also a factor, with the average price paid for an Easter egg rising by 8.6% to £1.65.</p> <p>In terms of the big supermarkets, Sainsbury’s sales rose 1.7%, while Tesco's were up 1.9%. Meanwhile, Iceland, Aldi and Lidl saw greater success, with sales rising by 9.3%, 18.3% and 17.8% respectively.</p> <h3>Data privacy of retail apps is still a big concern for consumers </h3> <p>According to Apadmi’s latest <a href="https://www.apadmi.com/pdfs/retail-app-report-2017.pdf">retail report</a>, concerns over data privacy and security are still preventing consumers from downloading retail apps. </p> <p>In a survey of UK 2,000 shoppers, 74% said they were most concerned about the security of their information, while 34% said they don’t like the idea of retailers storing their information and not knowing what it would be used for. </p> <p>It’s not solely a generational worry, either. The report states that 36% of 45-54 year olds, 41% of 55-64 year olds and 44% of over 65s share the same concern.</p> <p><img src="https://assets.econsultancy.com/images/0008/5903/Apadmi.jpg" alt="" width="318" height="423"></p> <h3>89% of UK retailers have seen a drop in foot traffic over the last five years</h3> <p>Research by <a href="http://unbouncepages.com/retail-research-517/">LoopMe</a> suggests that the shift to online shopping has resulted in a loss of revenue for high street stores, with 93% of UK retailers agreeing this has been the case. </p> <p>In a survey of over 250 decision-makers within retail, 89% said they have seen a drop in foot traffic over the last five years, and 17% state they have lost between 31% and 50% of income from physical outlets.</p> <p>As a result, AI-powered campaigns could help to bring back footfall, with 74.5% of retailers suggesting the in-store experience is an ‘extremely important’ part of the purchase journey.</p> <h3>Young agency execs place less value on viewability metrics</h3> <p>New research from <a href="http://www.turn.com/resources/2017-agency-report-split-opinions-could-impact-videos-evolution">Turn</a> has highlighted how agency executives under 30 are turning their back on current viewability standards, with only 28% viewing it as a key requirement in ad buying.</p> <p>Younger execs are also less likely to see fraud as a major concern, as only a quarter of survey respondents aged under 30 believe fraud-free guarantees will drive future video spend. Meanwhile, almost 40% of brands still consider online conversions and clickthroughs to be the chief measures of video success. </p> <p><img src="https://assets.econsultancy.com/images/0008/5902/Viewability.jpg" alt="" width="659" height="412"></p> tag:econsultancy.com,2008:BlogPost/69008 2017-04-20T01:01:00+01:00 2017-04-20T01:01:00+01:00 Which channels do marketers really use? Jeff Rajeck <p>Part of what makes marketing interesting is that the discipline is constantly evolving. Hardly a week goes by without some major change to a consumer service or a new way to use a platform to engage with our audiences.</p> <p>Yet sometimes the pace of change can be overwhelming. It's often difficult to both keep up with the latest innovations and stay on top of daily marketing tasks.</p> <p>To find out just how necessary it is for marketers to be familiar with the latest platforms, <strong>we surveyed over 200 marketers in Australia and New Zealand about the channels they use for their marketing efforts</strong>. Below are some of the surprising findings along with some commentary.</p> <p>For more data from the survey please refer to the Econsultancy report, <a href="https://econsultancy.com/reports/cross-channel-marketing-in-australia-and-new-zealand">Cross-Channel Marketing in ANZ</a>, produced in association with IBM Marketing Cloud.</p> <h3>1. Conventional digital channels still rule</h3> <p>First off, the survey results make it clear that <strong>marketers are most frequently using familiar digital touchpoints for their marketing efforts</strong>. Social media, email, and SEO (natural search) are all used by more than eight in ten marketers (87%, 87%, 81% respectively).</p> <p><img src="https://assets.econsultancy.com/images/0008/5487/top__5_channels.png" alt="" width="800" height="514"></p> <p>One reason these channels are the most popular is because <strong>companies tend to use channels which are well-understood and easy to integrate into overall marketing activity.</strong></p> <p>The conventional channels are also where the brands' customers are spending their time.   </p> <ul> <li> <strong>Email</strong>: According to the <a href="http://www.radicati.com/wp/wp-content/uploads/2015/02/Email-Statistics-Report-2015-2019-Executive-Summary.pdf">Radicati group</a>, more than 2.5bn people use email every month.  </li> <li> <strong>Social</strong>: The largest global social network, Facebook, <a href="http://money.cnn.com/2017/02/01/technology/facebook-earnings/">is now approaching 2bn monthly active users (MAUs)</a>.</li> <li> <strong>Search</strong>: Google has announced that its search platform has <a href="http://www.theverge.com/2016/2/1/10889492/gmail-1-billion-google-alphabet">at least 1bn MAUs</a>.</li> </ul> <p>When the usage of these platforms is compared to, say, Snapchat, we can easily see why marketers are so much more likely to use them.</p> <p><img src="https://assets.econsultancy.com/images/0008/5486/1.png" alt="" width="800" height="371"></p> <h3>2. Offline touchpoints are still relied upon by many brands</h3> <p>A somewhat surprising result from the survey is that <strong>offline touchpoints are still a significant part of the marketing mix.</strong> While point-of-sale and call centres are only used by around one in three companies (34% and 31% respectively), traditional media and events are used by significantly more (47%, 71% respectively).</p> <p>The popularity of offline touchpoints makes a bit more sense when data from <a href="https://www.consumerbarometer.com">recent research from Google</a> is considered.</p> <p>Google recently surveyed consumers in Australia and New Zealand and reported that only <strong>just over half of consumers (58% Australia, 53% New Zealand) used an online channel to research or purchase a product.</strong></p> <p><img src="https://assets.econsultancy.com/images/0008/5489/google1.png" alt="" width="800" height="348"></p> <p>So to reach customers where they are likely to research their products and buy them, marketers must still operate offline to a significant extent.</p> <h3>3. Mobile is not as popular as you might think</h3> <p>Another interesting survey result is that mobile touchpoints are less popular in Australia and New Zealand than offline channels.</p> <p>Though the mobile web is used by nearly half (49%) of client-side respondents, mobile messaging, mobile apps, messaging apps and mobile push notifications are each only part of less than one in four companies' marketing efforts (23%, 22%, 10%, 7%, respectively).</p> <p>This apparent lack of enthusiasm for mobile is even more confusing considering the relatively high penetration of smartphones in the region. More than <a href="https://www.statista.com/statistics/257041/smartphone-user-penetration-in-australia/">80% in Australia</a> and <a href="http://www.researchnz.com/pdf/special%20reports/research%20new%20zealand%20special%20report%20-%20use%20of%20smartphones.pdf">70%  in New Zealand</a> use mobile devices with internet connectivity.</p> <p>But going back to Google's Consumer Barometer data offers a reasonable explanation. When asked where in the buying cycle did people use a smartphone, <strong>fewer than 50% use a smartphone for anything at all in the buying cycle and only around 10% use a smartphone for buying.</strong></p> <p><img src="https://assets.econsultancy.com/images/0008/5490/google2.png" alt="" width="800" height="185"></p> <p>So while there is a lot of advice out there about how brands should 'embrace' mobile and aim to be 'mobile-first', <strong>i</strong><strong>t seems that consumers are not quite there yet with mobile. </strong></p> <h3>4. Messaging apps hardly appear on brands' radars</h3> <p>From our data, it seems that the biggest chasm between conventional wisdom and reality concerns messaging apps. If you read the tech press, you'd be forgiven for thinking that messaging apps dominated our culture and each change to these apps affects millions of lives. Marketers, one might think, should be flocking to them in droves.</p> <p>While there is some chance that this is <a href="https://econsultancy.com/blog/68429-six-things-marketers-should-know-about-social-media-in-asia-pacific/">true in China</a>, <strong>marketers in Australia and New Zealand indicated that messaging apps are not popular channels for marketing in the region.</strong> A mere 10% of client-side marketers use messaging apps and only 15% of agency marketers said the same.</p> <p>From other data, it's clear that the problem with messaging apps isn't consumer interest. <a href="http://www.onmsg.com.au/">According to messaging app agency On Message</a>, Australia will have over 11m messaging app users in 2017 and messaging apps are the primary form of contact for more than half (54%) of 15-19 year olds in the country.</p> <p><img src="https://assets.econsultancy.com/images/0008/5491/On_Message.png" alt="" width="800" height="234"></p> <p>Instead, it is much more likely that <strong>messaging apps are still simply too difficult to use for marketing.</strong> Besides some basic self-service ads on Facebook Messenger, engaging with messaging users requires dedicated resource to build contact lists, 'man' the consumer outreach or customer service desk, and build bots to handle incoming traffic.</p> <p>This is not to say that marketing via messaging apps will never happen, but rather that it is likely that it will be some time before most brands have to worry about engaging their customers on these platforms.</p> tag:econsultancy.com,2008:BlogPost/68946 2017-03-29T13:56:43+01:00 2017-03-29T13:56:43+01:00 What the commodification of (Snapchat) Stories means for marketers Bola Awoniyi <p>Life can come at you fast though, especially when you're in the consumer tech space.</p> <p>In less than 12 months, the Stories format is now prevalent on the Instagram, Messenger, WhatsApp and Facebook apps, thus making the intentions of the largest aggregator of human attention abundantly obvious.</p> <p>However, Facebook is not the only entity to have taken inspiration. Medium’s version of the format, <a href="https://medium.com/the-mission/wtf-is-mediums-new-series-feature-and-what-does-it-mean-for-us-7a267fc5bebb">“Series”</a>, is less than a month old. <a href="http://www.apple.com/uk/clips/">Clips</a>, announced just last week, is Apple’s attempt to also get involved in the space.</p> <p>And although misguided, Twitter’s implementations of <a href="https://thenextweb.com/apps/2016/08/09/twitter-moments-stories/#.tnw_X98BwX7l">Moments</a> and <a href="https://www.recode.net/2016/6/27/12037034/twitter-stickers-feature-like-snapchat-facebook">Stickers</a> were both attempts at competing with the Stories phenomena.</p> <p>With the proliferation of mobile storytelling heading fast towards visual content overlaid with filters and emojis, it begs the question, how should brands respond?</p> <h3>From Feature to Format</h3> <p>There is no doubt that what was once an exclusive part of Snapchat is now a part of a growing numbers of apps and platforms where consumers spend the bulk of their time. </p> <p>Whether or not Facebook / Instagram were underhand in imitating the feature is now irrelevant; it's now a format that hundreds of millions are going to be exposed to in the coming months. With that change should follow a change of tack for marketers and others interested in getting the attention of consumers.</p> <p>It no longer makes sense to avoid Stories because your customer is not on Snapchat. Stories is going to be a commonplace feature, with consumers likely trying it out on multiple platforms and, more importantly, seeing how others use the format too.</p> <p><img src="https://assets.econsultancy.com/images/0008/5113/facebook_stories.jpg" alt="" width="750" height="441"></p> <p>It is already <a href="https://techcrunch.com/2017/03/26/camera-is-the-new-keyboard/">being described as the new news feed</a>, which may not be far from the truth if users flock to the format on Facebook in the same way users have done on Instagram (There are now as many people using Stories on Instagram as there are using the entire Snapchat app).</p> <p>If this is truly the case, marketers that are not experienced in the format, should start building the expertise, lest they get left behind.</p> <h3>Stories is now a language marketers need to learn</h3> <p>The nuts and bolts of a Story are mostly the same, regardless of which app you are using:</p> <ul> <li>Video and picture content presented (mostly) vertically, completely natural in a smartphone-driven world.</li> <li>Stories are told in chronological order, rather than the reverse chronology of the old Twitter timeline / Instagram feed, or the algorithmic feed made popular by Facebook.</li> <li>Images are normally overlaid with text, music, filters, emojis and other things. The assortment of options is unique to each platform for the time being, but whether that changes or not remains to be seen.</li> </ul> <p>This combination of elements, in particular the camera function, is uniquely enabled by smartphones, which the creators and imitators of the formats have more than embraced. </p> <p>Snap CEO Evan Spiegel:</p> <blockquote> <p>In the way that the flashing cursor became the starting point for most products on desktop computers, we believe that the camera screen will be the starting point for most products on smartphones.</p> </blockquote> <p>Messenger Day product manager, Tony Leach:</p> <blockquote> <p>We like to think of the camera as the new keyboard.</p> </blockquote> <p>This marks a significant change from the content currently being posted on social feeds. Most of this content is strictly one format: Links, text, pictures, videos, that stand side by side in contained units.</p> <p>What the format of Stories has created is a mobile-friendly canvas for users to create experiences where pictures, videos, sounds, words and more can come together. This will require even more creativity from marketers on a more frequent basis, if they are going to use Stories as a format effectively.</p> <h3>Yet another format to add to the mix</h3> <p>However, just because Stories is “the new news feed”, that doesn’t mean the feed format is obsolete.</p> <p>While Stories is currently being used to tie together the in-between moments that make up a user’s daily narrative, the feed / timeline is just as important in its role of showing off the best moments a user has to offer; hero content, if you will.</p> <p>On top of this, despite Zuckerberg’s clear eye for products and features that garner consumer attention, to date his company has only created significant revenue from feed-based products.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fmessenger%2Fvideos%2F1227636360689375%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p>As social platforms continuously seek to find the optimal balance between showing users content from friends and family vs. brands vs. professional content producers, it is probably safe to assume that marketers will still need to continue creating engaging content for the feed, as well as content for their Stories.</p> <p>Consequently, as the Stories format gains adoption, brands will have to make real decisions about how to distribute resources among the different formats and platforms they use for social media.</p> <h3>Don’t forget to think about ads too</h3> <p>It goes without saying that at some point, marketers will need to take the ad formats that go in between each story seriously, probably sooner rather than later.</p> <p>Thus far, <a href="https://www.snapchat.com/ads/snap-ads">such ads on Snapchat</a> can only be executed through <a href="https://www.snapchat.com/ads/partners">the use of a Snapchat partner</a>, while <a href="https://business.instagram.com/blog/instagram-stories-available-globally/">Instagram only made global advertising for Stories available</a> at the beginning of March. As the format increases in popularity, you can guarantee Facebook will switch on ads for its other properties too.</p> <p>Advertising creative in this format will be markably different to ads for other formats, which only adds to the learning curve marketers will need to go through.</p> <p>Marketers will be best served to start experimenting on this in small pockets on Instagram as soon as possible (and Snapchat if you have the budget), to ensure that their brand will be in the best position to capitalise when the time is right.</p> <h3>In conclusion...</h3> <p>While Stories being copied may be problematic for Snapchat, it also puts the onus on marketers to get to grips with yet another format.</p> <p>It may take some time for the format to take off, but every second that your brand is not making these stories, it’s another second your competitor could be gaining valuable experience and marketshare at your expense.</p> <p>That said, as Facebook has clearly shown, sometimes there is nothing wrong with waiting to see how things go, before having the audacity to copy well.</p> tag:econsultancy.com,2008:Report/4438 2017-03-14T11:00:00+00:00 2017-03-14T11:00:00+00:00 Financial Services and Insurance Internet Statistics Compendium <p>Econsultancy's <strong>Financial Services and Insurance Internet Statistics Compendium</strong> is a comprehensive collection of the most recent financial services and insurance statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media.</p> <p>Like our main <a title="Internet Statistics Compendium" href="https://econsultancy.com/reports/internet-statistics-compendium">Internet Statistics Compendium</a>, this report has been collated from information available to the public, which we have aggregated together in one place to help you quickly find the financial services and insurance internet statistics you need.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p>Areas covered in this report include:</p> <ul> <li>Digital financial services and insurance market trends</li> <li>Financial Technology (Fintech) and investments</li> <li>Digital strategy and transformation</li> <li>Online banking</li> <li>Mobile banking, mobile payments and the mobile wallet</li> <li>Customer experience</li> </ul> <p><strong>A free sample document is available for download.</strong></p> tag:econsultancy.com,2008:Report/4434 2017-03-10T16:00:00+00:00 2017-03-10T16:00:00+00:00 Social Quarterly: Q1 2017 <p>Social media evolves rapidly, and the <strong>Social Quarterly</strong> provides an overview of the latest trends in the industry. It contains information which can be translated into your own documents, allowing you to prepare a pitch or use internally at a moment's notice.</p> <p>The Social Quarterly examines the current social media landscape, trends and updates on various social platforms and considers what will happen next. Updated four times per year, it will help to quickly surface statistics and trends you can use and react to immediately.</p> <p>This year's <strong>first edition of the Social Quarterly </strong>looks at Instagram's new stickers and carousal features, Pinterest's new visual discovery tool, the introduction of Snapchat-like features to Facebook-owned platforms, how Twitter is combatting online abuse as well as social engagement stats on the Super Bowl. Plenty to whet your appetite!</p> <p>Bringing to life data from the <a href="https://econsultancy.com/reports/social-media-statistics">Internet Statistics Compendium</a> and the <a href="https://econsultancy.com/blog/">Econsultancy blog</a>, the Social Quarterly is the best of social in an easy-to-digest format.</p> <p>The Social Quarterly will allow you to:</p> <ul> <li>Stay up to date with regular developments across multiple social media platforms.</li> <li>Present and pitch at short notice with clear and effective data.</li> <li>Pinpoint areas in which you want to find out more and use the linked Econsultancy resources and blog posts to do this.</li> <li>Spot potential ways your company could be using social media but is not currently.</li> </ul> tag:econsultancy.com,2008:TrainingDate/3139 2017-03-10T08:20:38+00:00 2017-03-10T08:20:38+00:00 Content Marketing for Web, Mobile and Social Media - Malaysia <p>Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective in 2015 and beyond, you will need to provide content that's useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content. </p> <p>The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 3-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.</p> tag:econsultancy.com,2008:BlogPost/68846 2017-03-01T14:46:59+00:00 2017-03-01T14:46:59+00:00 Three effective ways pharma brands have used Facebook for marketing Patricio Robles <h3>VAYA Pharma buys targeted Facebook ads</h3> <p>To market Vayarin, a prescription "medical food" used in the dietary management of attention-deficit/hyperactivity disorder (ADHD), VAYA Pharma <a href="http://www.dmnews.com/social-media/pharma-company-succeeds-using-social-media/article/638864/">turned to</a> social marketing firm Adaptly, which determined that Facebook, thanks to its targeting capabilities, was the ideal platform on which VAYA could reach parents who have children with ADHD.</p> <p>Adaptly's campaigns, which used Facebook Link Ads and the Facebook Audience Network, ran between May and July 2016 and targeted parents between the ages of 35 and 54. Keyword interest categories were used to identify interest in ADHD.</p> <p>The result: the campaigns delivered nearly 100,000 visitors to the VAYA's Vayarin website and generated more than 270,000 downloads of the company's consumer-focused Vayarin infosheet. What's more, by using the Audience Network, which allows Facebook advertisers to target users outside of Facebook, Adaptly says that it was able to beat its target cost-per-link-click by nearly 50%.</p> <p><strong>Key takeway: </strong>Pharma companies looking to reach well-defined target audiences have plenty of opportunities to do so with Facebook's ad offerings.</p> <h3>Novartis supports a Facebook Live event</h3> <p>Big pharma doesn't have the best reputation these days, potentially making it even more difficult for pharma marketers to cut through the clutter when attempting to reach consumers directly through digital channels like social.</p> <p>But there are ways to deal with this, <a href="https://econsultancy.com/blog/68403-pharma-company-novartis-taps-facebook-live-event-to-promote-heart-failure-drugs/">as pharma giant Novartis demonstrated</a> when it teamed up with the American Heart Association and actress/singer Queen Latifah as part of its <em>Rise Above Heart Failure</em> initiative. One component of the initiative was a Facebook Live panel discussion featuring Queen Latifah and medical doctor Karol E. Watson, a professor of medicine/cardiology and the co-director of the UCLA Program in Preventive Cardiology.</p> <p><img src="https://assets.econsultancy.com/images/0008/0425/Screen_Shot_2016-10-17_at_17.13.28.png" alt=""></p> <p>Nearly 1,000 people tuned into the event, and the recording has since been viewed some 36,000 times. </p> <p><strong>Key takeaway:</strong> Pharma companies can gain positive exposure by creating or supporting the creation of informative and educational health content on Facebook. This includes Facebook Live content that is produced and distributed in partnership with other organizations.</p> <h3>Johnson &amp; Johnson builds a Facebook app</h3> <p>Facebook launched the Facebook Platform in mid-2007, giving third parties the opportunity to build apps that are integrated with Facebook for the first time ever.</p> <p>One of the earliest pharma companies to embrace the Facebook Platform was Johnson &amp; Johnson, which through a division of its Johnson &amp; Johnson Vision Care, Inc. subsidiary, <a href="http://www.marketwired.com/press-release/vistakonr-brings-acuminder-to-facebook-users-895672.htm">launched a Facebook application</a> for its Acuminder service, which sends important reminders to contact lens wearers. The Acuminder Facebook app, which is no longer active, allowed users to receive those reminders in their Facebook news feeds.</p> <p><img src="https://assets.econsultancy.com/images/0008/4222/acuminder.png" alt="" width="727" height="315"></p> <p>As of February 2009, Johnson &amp; Johnson said that nearly 20,000 users had signed up to receive Acuminder alerts, and that "bi-weekly contact lens wearers using Acuminder reported a marked improvement in their contact lens behavior."</p> <p><strong>Key takeaway:</strong> While Facebook apps are no longer the most prominent fixture on the service, Johnson &amp; Johnson's early embrace of the Facebook Platform to extend its Acuminder service to the world's largest social network demonstrates that pharma companies do have opportunities to deliver value to consumers through utilitarian apps. </p> tag:econsultancy.com,2008:BlogPost/68737 2017-02-06T14:32:00+00:00 2017-02-06T14:32:00+00:00 Why brands are increasingly creating experiences & adventures to woo consumers Patricio Robles <p>In partnership with Momenta, a photojournalism non-profit that offers workshops around the world, Leica is inviting individuals who love photography the rare opportunity to travel to India or Myanmar later this year with professional photographers as part of <a href="http://momentaworkshops.com/workshops/leica-destinations-travel-photography-workshops/">its new<em> Destinations</em> program</a>.</p> <p>The two trips, which take place in October and November, consist of "off-the-beaten-path" journeys "without tour buses or large groups."</p> <p>The professional photographers will serve as tour leaders and be available for "one-on-one private editing sessions" with participants. Participants do not need to own Leica equipment, but not surprisingly, "Leica gear...will be made available for those who would like to experience the joy of a rangefinder or elegant point-and-shoot cameras." This includes new Leica equipment, such as the company's $8,000-plus model SL camera.</p> <p>Each trip costs $6,995, excluding international airfare, and is limited to 15 participants. </p> <p><img src="https://assets.econsultancy.com/images/0008/3623/leica.png" alt="" width="778" height="297"></p> <p>Attendees are promised the experience of a lifetime. As Jamie Rose, the COO of Momenta told Bloomberg about a recent workshop the organization held in Myanmar, "We found out about a novice monk induction ceremony the day before it happened, and we were able to get into it. That’s something nobody else would have had."</p> <p>Leica's <em>Destinations</em> program is an extension of <a href="http://leicaakademieusa.com/">Leica Akademie</a>, which hosts a number of events and has offered a <em>Landscape</em> program that offers photography trips to National Parks.</p> <h3>A way for high-end brands to connect with customers and aspirational consumers</h3> <p>Even though only 15 individuals will be able to participate in each of Leica's <em>Destinations</em> trips, that isn't the point. The mere fact that Leica is offering a program like this helps reinforce its brand and position in the marketplace.</p> <p>Increasingly, that's critically important for companies that compete in the high-end of their markets and often appeal to aspirational consumers. For Leica, a company that sells cameras routinely costing thousands of dollars, and some costing tens of thousands of dollars, experience is indeed one of the most potent ways to reinforce its brand.</p> <p>Leica isn't the only high-end brand taking advantage of experience.</p> <p>Lamborghini, for example, offers the Lamborghini Esperienza, a "tailor-made program [that] allows participants to experience the brand’s values." It includes a visit to the Lamborghini factory in Italy and gives participants the ability to get behind the wheel of some of the company's vehicles on the Autodromo di Imola race track.</p> <p><img src="https://assets.econsultancy.com/images/0008/3622/lamborghini.png" alt="" width="852" height="259"></p> <p>The luxury car brand also runs Lamborghini Accademia, which offers training programs for those who want to learn how to drive Lamborghinis in a variety of settings.</p> <p>The company's Winter Accademia, which takes place later this month, gives participants the opportunity to learn how to drive Aventador and Huracán vehicles costing hundreds of thousands of dollars in "extreme winter-driving conditions." The program is open to anybody; no ownership of a Lamborghini is required.</p> <h3>The convergence of product and experience</h3> <p>Leica and Lamborghini are two examples of high-profile brands that manufacture and sell physical products and that are building experiences around those products. But what about companies that are focused on experience?</p> <p>Interestingly, some of those are getting into the business of creating products to go along with their experiences. Case in point: <a href="https://econsultancy.com/blog/68333-what-brands-need-to-know-about-snapchat-spectacles/">Snapchat Spectacles</a>.</p> <p>Spectacles hints at a future in which brands, no matter what they sell, ultimately seek to cement their position in the markets they serve by combining product and experience.</p> <p>While not every brand has the ability to do this in the same fashion as brands like Leica, Lamborghini and Snapchat, expect to see more and more brands moving in this direction in years to come.</p>