tag:econsultancy.com,2008:/topics/social-2 Latest Social content from Econsultancy 2018-01-15T13:00:00+00:00 tag:econsultancy.com,2008:BlogPost/69718 2018-01-15T13:00:00+00:00 2018-01-15T13:00:00+00:00 What’s next for WeChat in 2018? Nikki Gilliland <p><a href="https://www.econsultancy.com/blog/68836-eight-western-brands-running-innovative-campaigns-on-china-s-wechat" target="_blank">For brands</a>, it has resulted in a huge opportunity to communicate directly with consumers, not just advertise to them. By creating their own mini sites within the app, brands ranging from Burberry to Uniqlo have been able to successfully engage WeChat’s ecommerce-hungry audience.</p> <p>Meanwhile, WePay – the app’s payment system – has ensured users remain ever-more loyal. With the equivalent of $1.2 trillion being sent in 2016, the feature has revolutionised the way Chinese consumers pay. When you add in other features like low-cost calls, mini programs (apps that do not have to be downloaded separately), and the social ‘moments’ – it’s clear why consumers might not feel the need to look elsewhere.</p> <p>So, how is WeChat planning on keeping its 900m strong user base happy? Here’s a run-down of some of the newest features on the app, plus indication of where it might be heading in the near future. </p> <p>You can also read more about the topic in Econsultancy’s <a href="https://econsultancy.com/reports/understanding-wechat-an-overview-of-china-s-social-payment-and-messaging-giant/" target="_blank">Understanding WeChat</a> report.</p> <h3>Integrated AR</h3> <p>We’ve already seen Tencent (owner of WeChat) setting its sights on the world of virtual and augmented reality, with streamed VR concerts and investment in the development of headsets. </p> <p>More recently, however, it announced a new intention to bring this technology into WeChat with QAR - an open AR platform for third-party developers.  </p> <p>There’ll be no headsets involved, as it is aiming to make detailed objects look realistic on smartphones through 3D rendering. It’s also been reported that Tencent is developing simultaneous localisation and mapping (SLAM) technology, which will be able to calculate the position of virtual objects relative to their environment.</p> <p>Perhaps this new investment is a reaction to WeChat’s mobile payments rival, Alibaba, bringing an <a href="https://www.econsultancy.com/blog/69455-five-new-and-innovative-examples-of-augmented-reality-in-retail-apps" target="_blank">AR-element</a> to its last hongbao campaign (the tradition of giving cash in red envelopes to celebrate the Lunar New Year). In the same fashion as Pokémon Go, it allowed users to collect virtual red envelopes left in various real-life locations. </p> <p>However, while Tencent did launch a similar hongbao promotion on its QQ Messenger service, WeChat still <a href="https://technode.com/2017/02/02/alipays-ar-powered-lucky-money-promotion-couldnt-beat-wechats-hongbao-feature/" target="_blank">won the battle</a> against Alibaba in terms of red envelopes sent. If AR is added into the mix in future, it’s easy to see how WeChat might further increase its domination of this popular event – and draw in even more users with the promise of more interactive in-app technology.</p> <p><img src="https://assets.econsultancy.com/images/0009/1672/WeChat_hongbao.JPG" alt="" width="496" height="440"></p> <p><em>(Image via <a href="http://www.digitalstrategyconsulting.com/netimperative/news/2015/02/wechat_users_sends_1bn_virtual_red_envelopes_for_chinese_new_year.php" target="_blank">Digital Strategy Consulting</a>)</em></p> <h3>International expansion?</h3> <p>Previously, WeChat’s attempts to expand to other markets have proved less successful than hoped. With widespread <a href="https://econsultancy.com/blog/69046-has-wechat-beaten-facebook-to-the-enterprise" target="_blank">adoption of Facebook</a> Messenger and Whatsapp in countries including the US, South Africa, Argentina and Italy – WeChat’s late entry into the market has somewhat hindered its progress. </p> <p>Similarly, with a lack of localisation and the absence of many integrated features that make it so popular in China, it has failed to catch the imagination of consumers. </p> <p>Nevertheless, WebChat is ploughing on, recently changing its globalisation strategy to focus on forming new partnerships with businesses rather than acquiring new users. What’s more, it is hoping to drive interest by partnering with firms to allow WeChat Pay in other markets. </p> <p>Most significantly perhaps, it has rolled out its full WeChat ecosystem in Malaysia, meaning locals can link their bank accounts to WeChat Pay. With previous limitations on localised services, this could generate greater usage of other features within the app including booking appointments, taxis and so on, perhaps then leading to greater expansion elsewhere. It also means that Chinese travellers can avoid cash payments, and if this is replicated in other markets, will potentially make the app more travel-friendly.</p> <p><img src="https://assets.econsultancy.com/images/0009/1616/wechat_pay.JPG" alt="" width="650" height="494"></p> <p><em>(Image via <a href="http://says.com/my/tech/wechat-pay-is-coming-to-malaysia" target="_blank">Says.com</a>)</em></p> <h3>Finding mini programs nearby</h3> <p>Since January last year, mini programs (or embedded apps) have allowed brands from a variety of industries to reach consumers more easily. Without the need to download a separate app, mini programs are faster and less data-heavy, allowing users to do everything from order food to translate language without ever leaving WeChat. </p> <p>Recently, Tencent introduced a new feature to allow for the bidding of ad space in the ‘Mini Programs Nearby’ list. Essentially, this means that users are provided with a list of mini programs based on their location, age, gender, and other metrics.</p> <p>For ecommerce brands, the opportunity to deliver relevant and personalised communication is an undoubtedly enticing prospect – as is the chance to connect users with hyper-local offline experiences. Mini programs are designed to be unobtrusive, as they only appear when the service in question is required. For example, bike sharing brand Mobike allows users to rent a bike (via the mini program) by scanning a QR code at a pick-up point.</p> <p>Instead of having to download an existing app, it means that users can naturally discover and interact with brands in real-time.</p> <p><img src="https://assets.econsultancy.com/images/0009/1673/mobike.JPG" alt="" width="680" height="586"></p> <p><em>(Image via <a href="https://chinachannel.co/use-wechat-mini-programs/" target="_blank">China Channel</a>)</em></p> <h3>Digital ID </h3> <p>Finally, WeChat has also launched a new pilot program for a digital ID, initially rolled out in the Nansha district in Guangzhou before expanding elsewhere. It means that citizens will be able to link their national identity to WeChat via facial recognition, which users can then display on their smartphones. </p> <p>With ID cards typically required for everything from buying train tickets to booking a hotel in China, the option of a digital version takes away the need to carry around physical cards. </p> <p>Furthermore, it is likely to further integrate WeChat into the habits of users’ everyday lives – further cementing its status as the ultimate ‘app for everything’.</p> <p><img src="https://assets.econsultancy.com/images/0009/1618/wechat_ID.JPG" alt="" width="600" height="392"></p> <p><em>(Image via <a href="http://www.chinadaily.com.cn/a/201712/27/WS5a435749a31008cf16da3caa.html" target="_blank">China Daily</a>)</em></p> <p><em><strong>Don't forget, subscribers can download <a href="https://econsultancy.com/reports/understanding-wechat-an-overview-of-china-s-social-payment-and-messaging-giant/" target="_blank">Understanding WeChat: An Overview of China’s Social, Payment and Messaging Giant</a> now.</strong></em></p> tag:econsultancy.com,2008:BlogPost/69720 2018-01-12T11:01:44+00:00 2018-01-12T11:01:44+00:00 Facebook updates News Feed again: The detail Patricio Robles <p>Here's what marketers need to know.</p> <h3>Facebook wants to prioritize content “that spark[s] conversations and meaningful interactions between people”</h3> <p>Currently, Facebook looks at engagement metrics such as the number of Likes and comments a post receives when determining where that post will appear in users' News Feeds.</p> <p>These metrics, of course, can be gamed, so Facebook will now aim to predict which posts will lead to “meaningful” interactions between users. </p> <p>“These are posts that inspire back-and-forth discussion in the comments and posts that you might want to share and react to – whether that's a post from a friend seeking advice, a friend asking for recommendations for a trip, or a news article or video prompting lots of discussion,” Adam Mosseri, Facebook's News Feed chief, explained <a href="https://newsroom.fb.com/news/2018/01/news-feed-fyi-bringing-people-closer-together/">in a blog post</a>.</p> <p>While Mosseri didn't provide any details about how Facebook will predict which content is most likely to meet this criteria, it seems logical to assume that Facebook's updated News Feed algorithm will be more discerning.</p> <h3>Friends and family will come first</h3> <p>One thing Facebook did reveal is that it will be prioritizing content from friends and family over public content posted by brands and publishers. This shouldn't come as a surprise to marketers given that Facebook <a href="https://econsultancy.com/blog/68022-what-marketers-need-to-know-about-facebook-s-latest-news-feed-update/">has been moving in this direction</a>, but if it wasn't apparent to brands before, it should be apparent now.</p> <h3>Brand Facebook Pages are far more likely to lose out</h3> <p>According to Facebook's Mosseri, “showing more posts from friends and family and updates that spark conversation means we’ll show less public content, including videos and other posts from publishers or businesses.”</p> <p>This means that brands active on Facebook “may see their reach, video watch time and referral traffic decrease.”</p> <h3>But they can potentially mitigate the fall-out</h3> <p>Fortunately, brands that produce the right kind of content may have the potential to mitigate the effects of Facebook's update. Specifically, brands that produce content that users react to and that sparks interactions between friends could still see their content featured prominently in the News Feed, whereas those that publish content that isn't so engaging will likely suffer.</p> <p>As such, brands will want to evaluate the content they have been publishing to date through this lens and make changes if necessary to ensure the content they create for Facebook going forward aligns to what Facebook is looking for.</p> <h3>See First will grow in importance</h3> <p>Brands can still ensure that their Facebook posts are seen if users select the See First option in their News Feed Preferences. </p> <p>The challenge, of course, is that many if not most Facebook users don't know about these preferences and even if they do, it's likely that most brands won't have enough sway to convince their Facebook followers to set their preferences </p> <h3>Brands will likely be incentivized to pay for reach</h3> <p>To the extent that Facebook's News Feed update reduces the organic reach brands can achieve on the social network, expect some to respond by spending more money boosting their posts.</p> <p>Of course, with <a href="https://econsultancy.com/blog/68290-brands-too-dependent-on-facebook-organic-reach-study">organic reach</a> in what seems to be a perpetual state of decline, savvy brands will evaluate just how much it's worth paying to reach their audiences on Facebook.</p> <p><strong>Subscribers can download Econsultancy's <a href="https://econsultancy.com/reports/social-media-best-practice-guide">Social Media Best Practice Guide</a> and <a href="https://econsultancy.com/reports/paid-social-media-advertising">Paid Social Media Advertising Best Practice Guide</a>.</strong></p> tag:econsultancy.com,2008:Report/4680 2017-12-11T17:35:00+00:00 2017-12-11T17:35:00+00:00 Social Quarterly: Q4 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 integrated 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> stats about ROI from talent-led influencer campaigns, <strong>Instagram's</strong> two new ways to make Stories last longer than 24 hours, a look at Facebook's <strong>Messenger Kids</strong> and five new ways to use <strong>visual search on Pinterest</strong>, among 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:Report/4653 2017-11-13T17:17:00+00:00 2017-11-13T17:17:00+00:00 Lush: A Fresh Approach to Customer Experiences <p>This report considers handmade cosmetics business Lush. It focuses on how the company’s <strong>embrace of social</strong>, new tech and <strong>ecommerce platform</strong> have enabled its rise and established it as one of the UK’s most loved brands.</p> <p>The brand is characterised by its commitment to making beauty products with natural, ethically sourced ingredients that are not tested on animals. This approach has resonated with a <strong>new generation of customers</strong>, resulting in increased sales and profit. </p> <p>For a business that reportedly doesn't invest in global advertising, this is an impressive accomplishment. How did this independent brand reach such heights in such a short amount of time? This report considers Lush's <strong>'un-marketing' philosophy</strong> and takes a look at what lessons retailers can learn from the brand's approach to content and social.</p> <h2>What you'll learn</h2> <ul> <li>How Lush maintains its strong brand identity and engages a new generation of shoppers with social media</li> <li>Lessons retailers can learn from Lush’s ecommerce platform and content strategy</li> <li>How the brand’s investment in new technology aims to bridge the gap between the online and offline customer experience.</li> </ul> tag:econsultancy.com,2008:BlogPost/69569 2017-11-13T15:00:00+00:00 2017-11-13T15:00:00+00:00 Messaging platforms could even boost NPS – businesses should get on-board now Blake Cahill <p>With 1.2 billion people using the Messenger app today and a staggering 2 billion messages <a href="https://en-gb.facebook.com/business/products/messenger-for-business">sent between people and businesses each month</a>, this bet has well and truly paid off. </p> <p>And he wasn’t the only one. Tencent’s <a href="https://econsultancy.com/blog/67490-10-things-you-didn-t-know-about-wechat">WeChat</a>, launched in 2011, was an early adopter of the integrated model, partnering with businesses and restaurants to provide users an extended offering before even the likes of Facebook. Although its user base isn’t as broad as the social media site or Whatsapp, in its native China it is expected to have a staggering <a href="https://www.emarketer.com/Article/WeChat-Users-China-Will-Surpass-490-Million-This-Year/1016125">84.5% market capitalisation</a> on all mobile messaging apps this year. </p> <h3>The move to Messenger</h3> <p>As such a large proportion of communication traffic between businesses and consumers now plays out across messaging channels, companies need to recognise and act on the fact that today’s consumers often prefer to use messaging apps to get in touch with them.</p> <p>Research into our own consumer base here at Philips underscored this preference, revealing that our customers want their brand interactions with us to be low effort and humanised. These criteria are instantly met by messaging channels which are easy to use and enable a business to communicate in an empathetic, human manner with their customers.</p> <p>It therefore made complete business sense for us to incorporate messaging channels into our customer care strategy as such channels map directly into the needs of our customers; facilitating ease of conversation with our customer care team, all at the tap of a touch screen.</p> <h3>Impact of messenger channels on Net Promoter Scores</h3> <p>For businesses looking to satisfy their customer base and interact with them in the way they want, while achieving high Net Promoter Scores (NPS) at the same time, messaging channels are the way forward.</p> <p>Testament to this, we have seen that across markets, NPS scores are consistently high for consumers using instant messaging applications to communicate with us; in many cases higher than when using traditional channels like email. This stands to reason as messenger apps can be used from any device at any given moment, giving consumers the instantaneous, human interaction they are looking for.</p> <p>Messenger apps are, after all, the way that we interact with our friends and family, so it’s an easy and natural transition to use these as a means to communicate with businesses too.</p> <h3>Frictionless customer-to-business interaction</h3> <p>Despite all the best intentions, barriers to successful customer interaction remain, such as Interactive Voice Response (IVR) Menus or difficulties finding relevant information on websites. To combat this, we found that messaging channels enable consistent, frictionless interactions.</p> <p>One benefit of is that customers can easily share photos or videos with our customer care agents – just like sharing photos with their friends. This enables our teams to best respond to questions in real-time, with increased accuracy.</p> <p>Additionally, by using messaging apps, conversations are digitally documented, meaning that consumers can leave a conversation and come back to it as they wish, without losing any of the information they previously shared with us.</p> <h3>Making the most of messenger: Things to keep in mind</h3> <p>Our experience to date has provided some valuable insights and lessons in addition to the obvious benefits. Firstly, we have seen that to truly derive value from instant messaging apps, you need to have a centrally aligned consumer care team. Put simply, it’s vital to work closely together with all marketing teams as many questions are the result of wider company activities such as product offers, or campaigns. If this doesn’t happen, you will be unable to respond as rapidly to inbound enquiries on new campaigns or products.</p> <p>We have also seen the importance of being ready for the volume of messages and inbound requests that opening a messaging channel permits. At Philips, instant messages now exceed the volume of inbound messages from some other channels, and this shift has happened very rapidly. Therefore, other businesses considering messaging apps need to be ready and have the resources in place to manage this new conversation flow.</p> <p>Recently, Nielsen found that <a href="https://messenger.fb.com/blog/messenger-highlights-from-f8-2017/">53% of people surveyed</a> stated that they are more likely to do business with an enterprise they can message, highlighting the importance of messenger apps like Facebook and WhatsApp to remain competitive in today’s digital age.</p> <p>For those businesses yet to launch a channel, the message from the Nielsen study comes across loud and clear. Get on board now and reap the rewards that interacting with your consumers via messenger affords or risk falling behind. </p> <p><em><strong>Further reading:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/67697-does-the-rise-of-messaging-apps-mean-brands-need-a-bot-strategy/">Does the rise of messagign apps mean brands need a bot strategy?</a></li> <li><a href="https://econsultancy.com/blog/68363-will-messaging-apps-be-the-next-walled-gardens/">Will messaging apps be the next walled gardens?</a></li> </ul> tag:econsultancy.com,2008:TrainingDate/3370 2017-11-13T04:14:31+00:00 2017-11-13T04:14:31+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, 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 2-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:TrainingDate/3361 2017-11-13T03:34:20+00:00 2017-11-13T03:34:20+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, 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 2-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/69519 2017-10-23T10:10:00+01:00 2017-10-23T10:10:00+01:00 Memes in marketing: Seven memorable examples from brands Nikki Gilliland <p>Defined as “any fad, joke or memorable piece of content that spreads virally across the web, usually accompanied by a clever caption” – a number of brands are recognising the power of memes as a marketing tool.</p> <p>So, which brands do it well and why? Here are a few examples, and a few key points to remember.</p> <h3>Barkbox</h3> <p>Memes are perfectly aligned to the highly visual nature of Instagram. Barkbox, a subscription service for dog treats and toys, recognises this, making up the majority of its Instagram content with animal-related memes.</p> <p>It creates memes that are both relatable and humorous to animal-lovers, which ensures that they are shared thousands of times (regardless of whether or not users are fans or followers of the brand itself). </p> <p><img src="https://assets.econsultancy.com/images/0008/9811/Barkbox.JPG" alt="" width="760" height="481"></p> <p>In fact, this is one of the main reasons this example (and the medium in general) tends to work. </p> <p>Usually, memes do not feel like an ad or promotion for a product, instead engaging users on the basis of being funny, clever, or irreverent. In turn, this can also help to build authenticity and the identity of a brand.</p> <p><img src="https://assets.econsultancy.com/images/0008/9812/Barkbox_2.JPG" alt="" width="760" height="482"></p> <h3>Gucci</h3> <p>Luxury retailers do not typically use humour or viral trends in marketing, instead relying on polished and carefully crafted content to mirror their exclusive and high-end nature. Surprisingly, Gucci recently decided to lower its tone, using memes as part of an ad campaign for its new ‘Le Marché des Merveilles’ timepiece collection.  </p> <p>The #TWFGucci campaign involved the brand commissioning artists to adapt well-known memes to feature Gucci watches. For example, one compares a mundane watch with a Gucci version, using the caption "me vs. guy she says I shouldn’t worry about". </p> <p><img src="https://assets.econsultancy.com/images/0008/9809/Gucci_2.JPG" alt="" width="760" height="478"></p> <p>As you might expect, the campaign has divided opinion. Some were put off by the luxury brand’s attempt at high-jacking internet culture – others championed its refreshing and bold approach. Personally, I think it worked well, putting a high-end spin on what is typically an easy and low-effort form of content.</p> <p>The memes combine professional photography with quirky illustrations, cleverly promoting its product as well as a tongue-in-cheek sense of humour.</p> <p><img src="https://assets.econsultancy.com/images/0008/9810/Gucci_3.JPG" alt="" width="760" height="485"></p> <h3>Seamless</h3> <p>Seamless, the US online food delivery service, often uses humorous imagery across its digital channels. In 2014, however, it created an entire set of memes on the back of what is always a popular topic on social media – the Academy Award nominations.</p> <p>Dubbed ‘OscarNomNoms’, it created a number of spoof film posters, including ‘Waffle of Wall Street’ and ‘August: Sausage County’.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The Wolf of Waffle Street <a href="https://twitter.com/hashtag/OscarNomNoms?src=hash&amp;ref_src=twsrc%5Etfw">#OscarNomNoms</a> <a href="http://t.co/q1HktcfllZ">pic.twitter.com/q1HktcfllZ</a></p> — Seamless (@Seamless) <a href="https://twitter.com/Seamless/status/423814343675764736?ref_src=twsrc%5Etfw">January 16, 2014</a> </blockquote> <p>One of the most effective parts of the campaign was the fact that it encouraged user-involvement, turning suggestions from followers into new film posters. By combining timely newsjacking with memes, this example created a somewhat short-lived but still memorable splash of engagement for the brand.</p> <h3>Nickelodeon</h3> <p>Memes tend to be popular because they convey relatable emotions and scenarios. Nickelodeon capitalises on this to create content (and promote its TV schedule) for Twitter and Instagram.</p> <p>Basing them on simple but relatable topics for children like living with parents, watching television, or feeling excitement about a new episode of a favourite cartoon – the memes are effective at engaging young viewers.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">When you're the first one awake on Saturday morning <a href="https://t.co/4SAY9AneTn">pic.twitter.com/4SAY9AneTn</a></p> — Nickelodeon (@Nickelodeon) <a href="https://twitter.com/Nickelodeon/status/842843098615074816?ref_src=twsrc%5Etfw">March 17, 2017</a> </blockquote> <p>Meanwhile, Nickelodeon takes snippets from its shows to create them, meaning that the content is guaranteed to grab the attention of fans invested in a particular character or programme. </p> <h3>Smile Train</h3> <p>Smile Train is a global children’s charity that works to help children with cleft lip and palate repair. In 2015, it launched a campaign inspired by popular baby memes, using the approach as a way of appealing to and engaging millennials.</p> <p><img src="https://assets.econsultancy.com/images/0008/9813/Smile_Train.JPG" alt="" width="616" height="299"></p> <p>Instead of the typical marketing used by this kind of charity, which often involves graphic and upsetting imagery, Smile Train used a light-hearted and relatable message to encourage donations. The campaign saw nine-month-old Walter going on a ‘smile strike’ in sympathy with afflicted children around the world. </p> <p>With the hashtag #seriousbaby, the campaign was deliberately designed to be shareable, capitalising on the idea that young people are more likely to do so when something is humorous or entertaining. </p> <p><img src="https://assets.econsultancy.com/images/0008/9814/Smile_Train_2.JPG" alt="" width="607" height="296"></p> <h3>Denny’s</h3> <p>Denny’s is well-known for its off-the-wall social media content, characterised by memes, <a href="https://econsultancy.com/blog/68745-five-examples-of-brands-using-emojis-in-marketing-campaigns" target="_blank">emojis</a> and internet slang.</p> <p>In March, it jumped on the ‘zoom in’ trend, with a meme that asks users to zoom in on particular parts of an image, before revealing hidden messages and the eventual punchline: “Has this distracted you from overwhelming existential dread lol”.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">zoom in on the syrup <a href="https://t.co/omRBupjrXq">pic.twitter.com/omRBupjrXq</a></p> — Denny's (@DennysDiner) <a href="https://twitter.com/DennysDiner/status/837041513649606656?ref_src=twsrc%5Etfw">March 1, 2017</a> </blockquote> <p>The meme has generated 122,152 retweets and 172,548 likes to date, making it one of the most-shared brand tweets ever. The reason it generated so much engagement is that it was fresh and original at the time, with Denny’s being one of the first brands to jump on the zoom trend. </p> <p>Meanwhile, instead of coming across as inauthentic or try-hard, it’s perfectly aligned with the brand’s social strategy – something that consumers have come to expect.  </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">this pancake is not ripe enough to eat yet <a href="https://t.co/V1Sgsugafr">pic.twitter.com/V1Sgsugafr</a></p> — Denny's (@DennysDiner) <a href="https://twitter.com/DennysDiner/status/912731467083546624?ref_src=twsrc%5Etfw">September 26, 2017</a> </blockquote> <h3>Hipchat</h3> <p>Start-up company Hipchat showed just how popular memes have become when it used a viral online image in an offline advertising campaign.</p> <p>It put a spin on the “Y U NO guy” meme for a billboard in San Francisco, cleverly capturing the attention of internet-savvy consumers as they drove by. This example is arguably a little lazy, merely jumping on another trend rather than creating anything particularly clever of its own. However, its context is what makes it clever, with the combination of an offline medium and an online phenomenon resulting in a refreshing ad.</p> <p>It worked too, with reports suggesting that search traffic for HipChat went up 300% when the billboard appeared.</p> <p><img src="https://assets.econsultancy.com/images/0008/9815/Hipchat.JPG" alt="" width="760" height="498"></p> <p>So what can we learn from these examples? Here are a few key takeaways.</p> <ol> <li> <strong>Memes can be hit and miss.</strong> Like newsjacking or <a href="https://www.econsultancy.com/blog/67886-word-on-the-street-four-tips-for-using-slang-in-marketing" target="_blank">slang</a> in marketing, it's important to recognise the potential pitfalls of jumping on the meme trend. Simply put, it might make a huge splash or die a death within days. </li> <li> <strong>A meme can shake up marketing</strong>. However, like Gucci shows, memes can be used as part of a creative and innovative campaign – as long as it involves more than overlaying a funny caption on Grumpy Cat.</li> <li> <strong>Using memes can further engagement. </strong>Memes are so popular because they are an inherently shareable form of content. And as the Denny's example demonstrates, they can further flesh out a brand's humorous and quirky image.</li> </ol> <p><em><strong>Now read:</strong></em></p> <ul> <li><em><a href="https://www.econsultancy.com/blog/69505-eight-effective-examples-of-quizzes-in-content-marketing" target="_blank">Eight effective examples of quizzes in content marketing</a></em></li> <li><em><a href="https://econsultancy.com/blog/65318-why-do-we-love-memes-i-haz-teh-ansur" target="_blank">Why do we love memes? I haz teh ansur</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69516 2017-10-23T09:26:00+01:00 2017-10-23T09:26:00+01:00 10 important digital marketing stats we’ve seen this week Nikki Gilliland <p>Now, let’s get cracking.</p> <h3>Snapchat and Instagram ad spend up 73% and 55%</h3> <p>New data from 4C Insights has revealed that ad spend was up for both Snapchat and Instagram in Q3 2017, rising 73% and 55% respectively.</p> <p>There was a rise in paid media spend across the board, with a 31% quarterly increase on Facebook, Instagram, Twitter, LinkedIn, Pinterest, and Snapchat.</p> <p>Instagram Stories remains a particularly strong channel, generating 220% year-on-year spend growth. Elsewhere, Facebook ad spend grew 27%, travel sector spend on Twitter surged 250% for the quarter, and ad spend on Pinterest grew 33% over the course of the year.</p> <h3>60% of speciality retailers offer loyalty programs compared to 22% of brands</h3> <p>A new report by <a href="https://astoundcommerce.com/us/specialty/">Astound Commerce</a> suggests that specialty retailers are outperforming brands in almost all omnichannel categories.</p> <p>First, 60% of specialty retailers offer programs to inspire customer loyalty, while only 22% of brands have these capabilities. Second, ensuring prices are consistent across channels is more complicated for retailers with many different brands, yet 37% offer these capabilities compared to only 6% of global brands.</p> <p>Lastly, three in four specialty retailers have a mobile app, while less than a quarter of brands can say the same.</p> <p><img src="https://assets.econsultancy.com/images/0008/9797/Loyalty.JPG" alt="" width="760" height="323"></p> <h3>More than half of Brits plan to buy Christmas gifts online</h3> <p>The latest <a href="https://www.salesforce.com/uk/form/industries/connected-shopper-report-2017.jsp?nc=7010M000000uIke&amp;d=7010M000002MOCH" target="_blank">report</a> from Salesforce suggests that the majority of Brits will be shopping online this Christmas. It found that 56% (or nearly three out of five Brits) plan to do half or more of their holiday shopping via the internet.</p> <p>Alongside a frustrating in-store customer experience, this could be due to online shopping allowing consumers to become increasingly informed. So much so that 56% of Brits claim to typically know more about a product than the store employee.</p> <p><img src="https://assets.econsultancy.com/images/0008/9793/Salesforce.JPG" alt="" width="780" height="216"></p> <h3>Nearly one in seven companies unprepared for GDPR</h3> <p><a href="https://dma.org.uk/research/the-gdpr-and-you-chapter-four" target="_blank">DMA research</a> has revealed that 15% of companies still have no plan in place to be ready for the new GDPR laws by May 2018.</p> <p>While 77% of marketers now rate their awareness as ‘good’, and 74% describe themselves as feeling somewhat or extremely prepared for the changes, this drops to 58% when it comes to their organisation being ready. </p> <p>Meanwhile, it also appears as if worries are increasing as time goes on. 42% of marketers now feel their business will be “very affected” by the new laws and a further 22% feel they will be “extremely affected”. Lastly, 65% of those surveyed agree that the GDPR will be a hindrance to their marketing.</p> <p><em>Check out our hub page to learn more about <a href="https://econsultancy.com/hello/gdpr-for-marketers/">how GDPR will affect marketers</a>.</em></p> <h3>98% of UK consumers believe in ‘bad personalisation’ </h3> <p>Research by Sitecore and <a href="https://www.vansonbourne.com/client-research/14121601jd" target="_blank">Vanson Bourne</a> has found that brands are failing to use customer data to deliver relevant and personalised customer experiences. In fact, a whopping 98% of UK consumers say that they believe ‘bad personalisation’ exists, with a further 66% believing brands are using out-of-date information about them.</p> <p>While brands say they’re collecting eight different types of data about online customers, 18% of them recognise that they lack the skills needed to properly use or analyse the data collected. </p> <p>Meanwhile, 42% don’t have the capabilities to integrate data collection and only 18% have the ability to collect online data on an individual (vs. consumer segment) level.</p> <p><img src="https://assets.econsultancy.com/images/0008/9791/Sitecore.JPG" alt="" width="650" height="618"></p> <h3>Click and Collect is driving additional in-store sales</h3> <p>A new report by <a href="http://now.jda.com/European-Customer-Pulse-Report-EMEA.html?srcid=jda-pr" target="_blank">JDA &amp; Centiro</a> suggests that click &amp; collect can be a pivotal driver for additional in-store sales. In a survey of more than 8,000 consumers across the UK, Germany, France and Sweden, 24% of European adults said that they have bought additional products while picking up their item from a physical retail store.</p> <p>UK consumers are particularly ahead of the curve in this area. 54% of UK shoppers say they have used it in the last year, compared to 42% for the European average.</p> <p>Despite this growing convenience, however, many consumers are still reporting frustrations over the online shopping experience. 55% of European adults say they have experienced a problem with an online order at some point in the last 12 months.</p> <h3>Consumers in developed countries are more suspicious of brands</h3> <p>Kantar TNS’s latest research has revealed that consumers in the UK and US are growing increasingly suspicious of brands, while those in emerging countries are more accepting of brand content and messaging.</p> <p>In China and Nigeria, 57% and 54% of consumers trust big global brands, however this falls significantly in developed markets like the USA and France, where just 21% and 15% trust big global brands.</p> <p>This ‘consumer trust divide’ was highlighted in a survey of 70,000 people across 56 countries. It also found that many consumers are choosing privacy over convenience, with 43% of global consumers objecting to connected devices monitoring their activities – even if it makes their lives easier.</p> <p><img src="https://assets.econsultancy.com/images/0008/9792/Kantar.JPG" alt="" width="780" height="390"></p> <h3>Majority of users happy with Twitter’s longer format</h3> <p>How do people feel about Twitter’s new 280-character limit?</p> <p>According to a survey by <a href="https://morningconsult.com/2017/10/13/u-s-adults-likely-favor-twitters-280-character-expansion/" target="_blank">Morning Consult</a>, people are largely positive, with 41% of users aged 18-29 responding well to the change, and just 14% expressing reservations.</p> <p>Similarly, 30% were somewhat supportive of longer-format tweets, while 17% said the increased character limit made them more likely to tweet themselves. 20% also agreed that they would be more likely to check Twitter for news about current events as a result of the change.</p> <p><img src="https://assets.econsultancy.com/images/0008/9796/Twitter.JPG" alt="" width="740" height="579"></p> <h3>Adspend on video ads overtake banners ads</h3> <p>The <a href="https://www.iabuk.net/research/digital-adspend" target="_blank">Internet Advertising Bureau UK</a> has reported that in the first half of the 2017, advertisers spent more on video ads than banner ads for the first time.</p> <p>Total digital adspend grew 13.8% to £5.56bn in the first six months of the year compared to the same period a year earlier. However, spending on online video ads grew at 46% to reach £699m, while spend on banner ads slowed to just 2%, reaching £685m.</p> <p>Video is now said to be the fastest-growing ad format, accounting for 35% of all spend going on display advertising. Meanwhile, display advertising as a whole grew 18% to £2bn.</p> <h3>Consumers think brands have a responsibility to break gender stereotypes</h3> <p>Finally, a <a href="http://blog.choozle.com/category/other/">Choozle</a> survey has delved into consumer sentiment on the usage of gender stereotypes in digital advertising, and whether or not it affects purchasing decisions.</p> <p>The results indicate that consumers feel it should be the brand’s responsibility to break down gender stereotypes, with 37% of people agreeing that the industry should not use them.</p> <p>Similarly, 36% of respondents said they like a brand more when it runs advertisements that break stereotypes and 25% said they are more likely to purchase from that brand. </p> <p><img src="https://assets.econsultancy.com/images/0008/9799/Gender_stereotypes.JPG" alt="" width="760" height="378"></p> tag:econsultancy.com,2008:TrainingDate/3251 2017-10-23T09:23:27+01:00 2017-10-23T09:23:27+01:00 GDPR Essentials for Marketers - Online <p>This online course will help you learn everything you need to know about the General Data Protection Regulation (GDPR) before it comes into force in May 2018, and crucially: what to do about it.</p>