tag:econsultancy.com,2008:/topics/social Latest Social content from Econsultancy 2016-09-28T14:14:00+01:00 tag:econsultancy.com,2008:BlogPost/68318 2016-09-28T14:14:00+01:00 2016-09-28T14:14:00+01:00 How is Adidas Football using dark social & how did the Pogba signing go so big? Ben Davis <p>If you want to hear Florian speak about Adidas Football, you can hear him at the Festival of Marketing in London on October 5-6. <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">Book your tickets now.</a></p> <h3>How is social media strategy evolving at Adidas Football?</h3> <p>Obviously, we use social media to tell our stories and bring our consumers closer to us as a brand.</p> <p>That goes hand in hand with the wider brand mission and ambition for 2020 of being quicker and faster in how we deliver products [Adidas' commitment to delivering <a href="https://www.marketingweek.com/2016/07/19/adidas-details-revolutionary-three-pillar-strategy-as-it-aims-to-reclaim-lost-ground/">50% of sales through speed-enabled products by 2020</a>].</p> <p>But one other particularly important element of our strategy is being more open and allowing our consumers to co-create content with us.</p> <p>In the social landscape, things are changing on a weekly and a monthly basis. Look at where Snapchat is today compared to where it was a year ago.</p> <p><img src="https://assets.econsultancy.com/images/0007/9569/adidasfootball.png" alt="snapchat logo" width="308" height="164"></p> <p>The pace is growing all the time, and we are looking for the coolest and most used platforms for our key target consumers. </p> <p>As an example, <a href="https://econsultancy.com/blog/67529-the-rise-of-dark-social-everything-you-need-to-know/">dark social</a> is something we have started to experiment with and tap into, by getting into conversations with key target consumers in a one-to-one relationship using messenger services like WhatsApp or Facebook Messenger.</p> <p>There is an opportunity for intimate conversation, not pumping out a story or picture or piece of content to the masses, but really speaking to those true connectors, those that have the influence and will carry our brand messages.</p> <p>We're looking for a new breed of footballers who live in major key cities [Adidas' key city initiative means marketing spend is focused on New York, Shanghai, Paris, Tokyo, Los Angeles and London].</p> <p>These are the kids who are influencing their peers; opinion leaders at an amateur and semi-pro level that all the other kids look up to and ask 'What is he/she saying, wearing, thinking, what content doe he/she like or not.'</p> <h3>How do you measure the impact of your work with influencers on dark social? </h3> <p>We are in the early stages and only a few months into a testing and learning phase.</p> <p>So, lots of it is down to community management, people sitting there and talking to those kids, then obviously reporting back what they are saying to the business.</p> <p>From that we learn what content and what products appeal, and we aim to grow communities of up to 500 or 1,000 opinion leaders in major metropolitan cities over the next couple of seasons. </p> <p>Then we will obviously look into how we can better analyse what’s happening.</p> <p>We have digital analytics sitting here in house, allowing us to track the established social media landscape (hashtag usage, for example).</p> <p>However, with the WhatsApp and Facebook Messengers of this world being fairly new, I think it’s fair to say that there are not really any standardised measurement tools out there.</p> <p>So for the time being we have to rely pretty much on human resource and communications. </p> <h3>Was the Paul Pogba unveiling significant and different to anything you’ve done before?</h3> <p>Part of our wider overarching strategy is to focus more and more on video content. It is more engaging and more appealing to the kids than simple imagery.</p> <p>So, we’ve done lots of testing and learning in the lead up to and during Euro 2016.</p> <p>What kind of content works? What length? How does this differ between each social media platform?</p> <p>Pogba’s unveiling felt significant for the outside world and, though we weren't surprised by the pick up, we were very satisfied when we saw it had the impact we wanted it to have.</p> <p><iframe src="https://www.youtube.com/embed/5Jfn-U6EGzU?wmode=transparent" width="560" height="315"></iframe></p> <p>It wasn’t unique for us because we knew when we had that piece in our hands, we knew it was gold dust. It's something we’ve been doing for quite some time - we refer to it as ‘planned reactive’ content. </p> <p>There was obviously no guarantee this transfer would happen but we were preparing and listening to the daily rumours. We had content we had shot, but we were never sure if it would happen or not.</p> <p>With this new planned reactive approach you do gamble a bit, you produce something to have it, so you can drop it at the moment when it’s topical and relevant. </p> <p>If you only start reacting once everybody knows, by the time you put something out the relevance is gone. it will be just another piece talking to the same story that a million others do. So you take the gamble.</p> <p>We tried our first baby steps in this area in 2014 in our World Cup newsroom in Rio.</p> <p>The majority of the content we used out there was pre-produced and we were waiting for certain moments to use it.</p> <p>Some content we adjusted and tweaked throughout the tournament, but there’s always stuff that goes in the bin because it doesn’t happen. </p> <p>So we’ve been experimenting for two years, making sure we have the most relevant piece of content in the right format, be it video or still, and making sure we are ready to drop it at the right moment on the right platform when things happen.</p> <p>With the Pogba unveiling, the stars aligned. We already had videos in the can, we had the most relevant footballer this year, with this amazing personality who wants to just be himself and doesn’t follow anyone else, and add to that the great story of his return from Juventus to his old club, Man United.</p> <p>When Stormzy and Pogba met in our Adidas office a few months ago and got on really well, we were thinking, 'When would be a good opportunity to put those two personalities together?'</p> <p>So, when the transfer came up, and with Stormzy being a Man United fan himself, we decided to create a video that’s topical to our target audience.</p> <p>Music and football are very closely connected and that’s why it went so big.</p> <p>The piece struck a chord with our target consumers, and we got all the support you could dream of from our own channels, plus from Pogba himself and Man United (an Adidas club, which offered more leverage, more hype).</p> <p>It was the best bit of content out there at the right time.</p> <h3>Do you feel less able to create planned reactive for TV, or is social just a better medium all round?</h3> <p>For planned reactive content, social media is the best because you can literally react until the moment you push the post button. </p> <p>TV, the way it is currently, is much more inflexible. You buy your air time, it’s parked and preset.</p> <p>If something happens, let’s say hypothetically you book a TV spot in the buildup to a big game but then the weekend before a player gets a red card and is suspended, you can’t react to it any more, it’s booked, it’s fixed, it’s been allocated.</p> <p>Targeting wise, TV is also much more about mass awareness and reach, whereas social media means we can tailor which messages are seen where, be it via different platforms or hyper-localised and personal via messenger apps.</p> <p>I wouldn’t say TV doesn’t have a place any more. There are big brand statements via TV, but it's not tactical and reactive in the moment or targeted for our consumer audience.</p> <p>Therefore, in our area of the business, social is the more powerful outlet these days.</p> <p><em><strong>See Florian speak about Adidas Football at the Festival of Marketing in London on October 5-6. <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">Book your tickets now.</a></strong></em></p> tag:econsultancy.com,2008:BlogPost/68332 2016-09-27T14:43:00+01:00 2016-09-27T14:43:00+01:00 Should marketers be more concerned about Facebook's video metrics faux pas? Patricio Robles <p>By some estimates, Facebook and its arch rival Google now account for upwards of 80% of every dollar spent on digital ads. </p> <p>On Friday, David Fischer, Facebook's VP of Business and Marketing Partnerships, acknowledged the existence of a "discrepancy" and <a href="https://www.facebook.com/business/news/facebook-video-metrics-update">explained</a>...</p> <blockquote> <p>About a month ago, we found an error in the way we calculate one of the video metrics on our dashboard – average duration of video viewed.</p> <p>The metric should have reflected the total time spent watching a video divided by the total number of people who played the video.</p> <p>But it didn’t – it reflected the total time spent watching a video divided by only the number of “views” of a video (that is, when the video was watched for three or more seconds). And so the miscalculation overstated this metric. </p> </blockquote> <p>According to Fischer, this issue has been addressed, and he was clear to reassure marketers that "this miscalculation has not and will not going forward have an impact on billing or how media mix models value their Facebook video investments."</p> <h3>Marketers respond</h3> <p>Despite the fact that Facebook's mistake didn't have negative billing implications, there is no doubt that it looks bad for Facebook and has led some to question whether it will dent the social network's relationship with marketers.</p> <p>Not surprisingly, Facebook quickly found itself the subject of sharp criticism. </p> <p>WPP CEO Sir Martin Sorrell used "Overstategate" <a href="http://www.adweek.com/agencyspy/sir-martin-sorrell-has-harsh-words-for-facebooks-fake-data-in-overstategate/117517">to call on Facebook</a> to provide its data for independent verification, and an unnamed Publicis executive reportedly told clients "two years of reporting inflated performance numbers is unacceptable" in a memo.</p> <p>But as TechCrunch's Josh Constine <a href="https://techcrunch.com/2016/09/23/which-social-media-metrics-matter/">points out</a>, some marketers have stepped up to defend Facebook, arguing that the mistake wasn't all that consequential and suggesting that marketers are a fairly sophisticated bunch when it comes to keeping tabs on their social efforts.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/jasonwstein">@jasonwstein</a> whole thing is silly. Full data by sec has always been available. We always look at 30 for comp 2 YT &amp; 10 for Nielsen benchmark</p> — Azania Andrews (@jewelazania) <a href="https://twitter.com/jewelazania/status/779159828480528385">September 23, 2016</a> </blockquote> <h3>Reasons marketers should care</h3> <p>Are those downplaying Facebook's mistake justified in doing so, or is the concern legitimate?</p> <p>Here are a few reasons why marketers should care about Overstategate.</p> <h4>1. Apparently, nobody noticed</h4> <p>Despite the fact that Facebook's errant calculation of the Average Duration of Video Viewed may have overestimated this metric by a whopping 60% to 80%, it went unnoticed for two years.</p> <p>Which begs the question: why, apparently, didn't marketers notice?</p> <p>Given the magnitude of Facebook's miscalculation, one might have expected observant marketers to have caught on to major differences between the average durations reported on Facebook versus other platforms, unless other platforms perform significantly better than Facebook in this area, which seems unlikely.</p> <p>Was nobody looking at this metric? Were marketers asleep at the wheel?</p> <p>Did they not care as long as the metrics looked good and they kept getting budget? Did marketers fail to read the manual, as Kalev Leetaru <a href="http://www.forbes.com/sites/kalevleetaru/2016/09/24/the-media-got-it-wrong-what-facebooks-video-ads-issue-tells-us-about-big-data-metrics/">argued</a>? Or something else?</p> <h4>2. It's not without potential consequence</h4> <p>Even though Facebook's mistake didn't have billing implications, as The Wall Street Journal notes, it could have made Facebook look like a more attractive channel and influenced spending decisions.</p> <p>This is particularly true for less sophisticated marketers who rely on the vanity metrics Facebook highlights to them.</p> <p>This in and of itself is cause for concern.</p> <h4>3. Facebook isn't direct response only</h4> <p>Many marketers downplaying the Facebook error point out that metrics like Average Duration of Video Viewed are often not the primary metrics they focus on.</p> <p>One told TechCrunch...</p> <blockquote> <p>...most advertisers see reach and view time as secondary or even tertiary metrics.</p> <p>When determining whether something is working, we typically focus on actions like clicks or conversions.</p> </blockquote> <p>The problem with this is that not all marketers using Facebook are using it as a channel for direct response, so determining the efficacy of campaigns isn't always as easy as drawing a straight line between dollars spent and clicks or conversions.</p> <p>Video in particular is being widely used by major brands in social channels to drive brand awareness, so metrics like reach and Average Duration of Video Viewed are far more important than some seem to believe.</p> <h3>Other miscalculations could be lurking</h3> <p>The biggest reason that marketers should be concerned about Facebook's faux pas is that they don't know what other miscalculations could be lurking behind the metrics that they're using.</p> <p>Marketers "own" fewer and fewer of the channels and platforms they rely on, and rarely have access to the raw data that goes into the metrics third parties report to them.</p> <p>Furthermore, in many cases, their efforts on third-party services are aimed at driving engagement on those third-party services, as opposed to driving action on properties they own, so it's increasingly difficult to close the loop.</p> <p>While programs like <a href="https://www.facebook.com/business/news/new-ad-viewability-partners">Facebook's ad viewability verification</a> help, not all marketers work for companies that have the resources to take advantage of these, and clearly those that do don't feel that they should be paying extra for them.</p> <p>That means large numbers of marketers, particularly those working for SMBs, are looking at and in many cases making important decisions based on metrics that come out of black boxes.</p> <p>Black boxes that may very well not be working properly 100% of the time.</p> <p>That, no matter what, is a big problem.</p> tag:econsultancy.com,2008:BlogPost/68333 2016-09-26T14:52:38+01:00 2016-09-26T14:52:38+01:00 What brands need to know about Snapchat Spectacles Patricio Robles <p>These snaps can be uploaded to Memories, Snapchat's recently-launched feature that allows users to store photos and videos for posterity.</p> <p>The concept behind Spectacles is simple – "Specs make memories, from your perspective" – but the implications could be significant, especially for marketers active on Snapchat, which now has more daily users than Twitter.</p> <p>Here's what brands need to know.</p> <h3>Nobody knows if Spectacles will take off, but don't underestimate them</h3> <p>Snapchat isn't the first tech company to set its sight on eyewear. For instance, many are comparing Spectacles to <a href="https://econsultancy.com/blog/63292-what-we-learned-from-trying-google-glass/">Google Glass</a>, which didn't exactly take over the world.</p> <p>But that doesn't mean that Spectacles won't be a success.</p> <p>At $130, Spectacles will be a lot cheaper than Google Glass, and they serve a much simpler purpose.</p> <p>Their appearance, which some are criticising, might not appeal to those in the tech media or above the age of 30, but that's the point: Spectacles haven't been designed for them.</p> <p>They have been designed for Snapchat's users, over half of whom are 24 years-old or younger.</p> <p>For these reasons, brands shouldn't assume that Spectacles will go the way of past connected eyewear.</p> <h3>They could change the nature of content on Snapchat</h3> <p>Snapchat CEO Evan Spiegel <a href="http://www.wsj.com/articles/snapchat-releases-first-hardware-product-spectacles-1474682719">says</a> he tested one of the prototypes for Spectacles in early 2015 when he went hiking with his fiancée...</p> <blockquote> <p>It was our first vacation, and we went to Big Sur for a day or two. We were walking through the woods, stepping over logs, looking up at the beautiful trees. And when I got the footage back and watched it, I could see my own memory, through my own eyes—it was unbelievable.</p> <p>It’s one thing to see images of an experience you had, but it’s another thing to have an experience of the experience. It was the closest I’d ever come to feeling like I was there again.</p> </blockquote> <p>While video recorded by Spectacles will ostensibly be similar to that taken by helmet-mounted GoPro cameras as opposed to smartphones, if Spectacles catches on, first-person video could come to be a prominent part of the Snapchat content experience.</p> <p>Brands active on the service will need to monitor this, as it could impact the type of creative they need to produce to ensure that their Snapchat efforts meet user expectations and are successful.</p> <h3>The future possibilities are endless, but...</h3> <p>The Wall Street Journal notes that devices like Spectacles could pave the way for numerous commercial possibilities...</p> <blockquote> <p>Beyond the images it produces, a wearable camera also knows a lot about what you’re doing in any given moment: which person you’re looking at, which product you’re browsing in a store window, whether the sky is blue or gray.</p> <p>It might guess what you need before you ask for it. In a tech scrum where fighting for a share of people’s daily video consumption is a zero-sum game, using the camera like this opens up fresh commercial possibilities.</p> </blockquote> <p>For those possibilities to materialize, Spectacles or its successors would need to become a lot more like Google Glass.</p> <p>That seems unlikely to happen any time soon, but it's worth considering that a product like Spectacles could be the trojan horse that allows individuals to become comfortable with connected eyewear before all of the functionality connected eyewear makes possible is seen as acceptable.</p> <h3>They could be a source of controversy</h3> <p>Perhaps the biggest threat to Spectacles' success is how society will react to it.</p> <p>Despite the fact that consumers are using smartphones to capture photos and videos in public places, a pair of glasses with a camera is different than a smartphone and Google Glass sparked a lot of privacy concerns.</p> <p>In fact, Google Glass wearers found themselves being labeled "glassholes" and were banned from businesses that feared their patrons would object to the possibility of being recorded so easily without their knowledge.</p> <p>For brands and local businesses, Spectacles could be a double-edged sword.</p> <p>On one hand, they will offer a new way to connect with young consumers and encourage them to produce content around their brands and businesses.</p> <p>But they could also potentially alienate and even drive away more privacy-conscious customers, so brands and business owners will want to tread carefully.</p> tag:econsultancy.com,2008:BlogPost/68319 2016-09-23T11:41:27+01:00 2016-09-23T11:41:27+01:00 All the digital news stories you missed this week Ben Davis <h3>Facebook overestimated video view metric for two years</h3> <p><a href="http://www.wsj.com/articles/facebook-overestimated-key-video-metric-for-two-years-1474586951">The Wall Street Journal reports</a> that Facebook has misreported the average time users spent watching videos for the past two years.</p> <p>By excluding views of less that three seconds, the metric was inflated by 60-80%.</p> <p>Facebook commented as follows:</p> <blockquote> <p>We recently discovered an error in the way we calculate one of our video metrics. This error has been fixed, it did not impact billing, and we have notified our partners both through our product dashboards and via sales and publisher outreach.</p> <p>We also renamed the metric to make it clearer what we measure. This metric is one of many our partners use to assess their video campaigns.</p> </blockquote> <p>The new name for the metric is 'average watch time'. Needless to say, many agency partners are not happy.</p> <h3>Google launches Allo messaging app (includes AI)</h3> <p>Allo has all the bells and whistles you'd expect (stickers, emojis, image editing, group chat, encryption), but the incorporation of <a href="https://econsultancy.com/blog/67745-15-examples-of-artificial-intelligence-in-marketing/">AI</a> provides some interesting features.</p> <p>The messaging app offers smart replies, even when people send you photos ("nice dog" when someone sends you a picture of a pooch, for example).</p> <p>Google Assistant is included in the app as an @Google <a href="https://econsultancy.com/blog/67894-what-are-chatbots-and-why-should-marketers-care/">chatbot</a> which can be used solo or in a group chat (see an example below).</p> <p>The assistant can perform actions as well as sourcing information.</p> <p><img src="https://1.bp.blogspot.com/-kwpLyH6F6hc/V-HOuEGhYBI/AAAAAAAATCc/U_Z5JhZDn5scFngHdRnDNBO-NlsznwHtQCLcB/s640/GA_Contextual.gif" alt="google assistant" width="300"></p> <p><a href="https://googleblog.blogspot.co.uk/2016/09/google-allo-smarter-messaging-app.html">Here's the Google announcement</a>.</p> <h3>Instagram doubles advertisers in six months</h3> <p>A year since launch in all markets, <a href="https://econsultancy.com/blog/67020-why-instagram-should-be-the-channel-of-choice-for-marketers/">Instagram's ad platform</a> now has 500,000 advertisers, double the number reported in February of this year.</p> <p>Twitter only has 20% of that number, whilst Facebook is understandably still the most attractive platform with 2m advertisers.</p> <p>The top five industries represented amongst Instagram advertisers are CPG, ecommerce, retail, entertainment, and technology, whilst the countries with the most advertisers are the US, Brazil, UK, Australia and Canada.</p> <h3>Dentsu in overcharging pickle</h3> <p>More shady advertising news now.</p> <p>Japan’s biggest agency Dentsu is apparently in talks with more than 100 clients after revelations it overcharged Toyota for digital media.</p> <p>Dentsu has informed Toyota of 'irregularities', but further detail of exactly what has not yet come to light. The figures involved are not rumoured to be big, but the news is obviously a PR nightmare for Dentsu.</p> <p><a href="https://www.ft.com/content/eb6d5f32-7fd5-11e6-8e50-8ec15fb462f4">More from the FT.</a></p> <p><img src="https://assets.econsultancy.com/images/0007/9460/dentsu.png" alt="dentsu" width="400"></p> <h3>Twitter to stream presidential debates</h3> <p>Twitter is continuing to add to its livestreaming tie-ups, partnering with Bloomberg to broadcast its 2016 US presidential and vice-presidential debates.</p> <p>The stream will also include Bloomberg politics programming before and after each debate.</p> <p>Last week saw Twitter's first <a href="https://twitter.com/i/live/768633364911788032">Thursday Night Football</a> livestream. Though many were impressed by the quality of the stream itself, Mark Ritson wasn't won over by the numbers involved.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Twitter broadcast its first NFL game on Thursday. See below. <a href="https://twitter.com/CNET">@CNET</a> called it a "touchdown". I call that "horseshit". <a href="https://t.co/NhyyFxGmb6">pic.twitter.com/NhyyFxGmb6</a></p> — MarkRitson (@markritson) <a href="https://twitter.com/markritson/status/777098873919578114">September 17, 2016</a> </blockquote> <h3>Zuck &amp; Chan pledge $3bn to disease prevention</h3> <p>Mark Zuckerberg and his wife Priscilla Chan want to "cure, prevent, or manage all diseases by the end of the century."</p> <p>$3bn will be funneled from the Chan Zuckerberg Initiative into medical research over the next decade.</p> <p>The first tranche of $600m will create the Biohub research center at the University of California.</p> <p><a href="http://www.nytimes.com/2016/09/22/technology/mark-zuckerberg-priscilla-chan-3-billion-pledge-fight-disease.html?ref=technology&amp;utm_source=MIT+TR+Newsletters&amp;utm_campaign=dc7104453e-The_Download_September_22_2016&amp;utm_medium=email&amp;utm_term=0_997ed6f472-dc7104453e-153860737&amp;goal=0_997ed6f472-dc7104453e-153860737&amp;mc_cid=dc7104453e&amp;mc_eid=fea291110e&amp;_r=0">More from the NYT</a>.</p> <h3>Yahoo adds search retargeting to its display ad network</h3> <p><a href="https://econsultancy.com/blog/64099-what-is-retargeting-and-why-do-you-need-it/">Search retargeting</a> is now possible at the keyword level on the Yahoo Gemini ad network.</p> <p>This means advertisers can reach consumers who have shown intent in Yahoo Search, by serving them native display ads.</p> <p>Such a tactic allows these advertisers to tailor creative and landing pages to search queries, as well as optimising bidding based on intent.</p> <p>Initial reports from Yahoo advertisers show double digit percentage increase in clickthrough and ROI from these ads.</p> tag:econsultancy.com,2008:Report/3008 2016-09-22T14:30:00+01:00 2016-09-22T14:30:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to a B2B report) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online market research with data, facts, charts and figures.The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:ConferenceEvent/833 2016-09-22T12:17:52+01:00 2016-09-22T12:17:52+01:00 Festival of Marketing <p>The Festival of Marketing is a unique experience where ambitious marketers can discover, learn, celebrate and shape the future together. As the largest global event dedicated to brand marketers, the Festival reflects the very nature of marketing – seamlessly blending inspiration and practical application.</p> <p>This is a place for professionals to experience everything they need to find success – the ideas, the connections and the practical skills. It is both inspiring and hands on learning. Marketing is creative, strategic and tactical and the Festival is built in this spirit.</p> <p>We do this through an expert conference programme boasting more leading marketing minds than anywhere else on the planet, along with workshops, training, awards and networking opportunities.</p> <p>Whether you’re attending the conference at the Festival, celebrating your successes at the Masters of Marketing awards or joining our partners at the Official Festival Fringe, you’re part of an experience like no other.</p> tag:econsultancy.com,2008:BlogPost/68305 2016-09-21T15:20:00+01:00 2016-09-21T15:20:00+01:00 Runway to retail: How fashion brands are introducing ‘see-now, buy-now’ Nikki Gilliland <p>Well, sort of.</p> <p>From New York to London, here’s how brands have been making new-season collections more accessible than ever before.</p> <h3>Making shows shoppable </h3> <p>Consumers used to have to wait approximately six months before the designs showcased during Fashion Week made their way into stores. </p> <p>By the time they did arrive, cheaper copycat versions would have been selling like hotcakes on the high street, meaning less interest and fewer sales for designers.</p> <p>In a bid to make Fashion Week more consumer-focused, retailers are beginning to cotton on to the ‘see-now, buy-now’ trend – selling clothes and accessories immediately after a runway show. </p> <p>During this year’s New York Fashion Week, <a href="http://www.ralphlauren.co.uk/category/index.jsp?categoryId=78447111&amp;cp=3979771.4429691.78447111&amp;AB=en_UK_HP_S1_slot_2_S1_Explore">the likes of Ralph Lauren</a>, Rebecca Minkoff and Tom Ford all embraced the concept, making specific items available to buy both online and in a select amount of stores.</p> <p>Last February, Burberry, <a href="https://econsultancy.com/blog/68028-five-ecommerce-lessons-from-burberry-and-hermes/" target="_blank">a brand always at the cutting edge of digital</a> and social media, announced it will be doing the same at London Fashion Week.</p> <p>Likewise, high street favourite Topshop has also decided to make items from its latest ‘Unique’ collection immediately available.</p> <p><iframe src="https://www.youtube.com/embed/M97JmKtyWWc?wmode=transparent" width="854" height="480"></iframe></p> <h3>Converting social media buzz into sales</h3> <p>So why are designers so intent on creating this sense of immediacy?</p> <p>While Fashion Week was once a chance for press to preview collections, digital media has turned it into a full-on content marketing opportunity. </p> <p>From who is sitting in the front row to what’s being shown on the runway itself, consumers can directly find out what's going on from social media and online news sources. </p> <p>But despite the buzz occurring online, brands were struggling to capitalise on it.</p> <p>By making runway collections shoppable, everyone can get involved in all aspects of the runway experience, taking away the frustration of waiting months to buy.</p> <p><strong>Is this <em>always</em> a good thing?</strong></p> <p>Some suggest that a focus on the ‘experience’ is beginning to <a href="http://www.nytimes.com/2016/09/12/fashion/alexander-wang-victoria-beckham-tommy-hilfiger-new-york-fashion-week.html?_r=0" target="_blank">overshadow the clothes</a> themselves. </p> <p>To celebrate his see-now, buy-now collection, Tommy Hilfiger threw #TommyNow – a funfair popup complete with ferris wheels, hotdogs and celebrity guests.</p> <p>It was arguably the most Instagram-worthy moment of the entire week, and a world away from the traditional catwalk set-up. But while fans were able to watch a live stream online, I imagine it must have felt like being on the outside of a party you haven't been invited to.</p> <p>It certainly succeeded in creating a stir, but whether it will result in any real long-term gain remains to be seen.</p> <p><img src="https://assets.econsultancy.com/images/0007/9310/tommynow.JPG" alt="" width="780" height="668"></p> <h3>Creating a seamless experience across all channels</h3> <p>As well as allowing consumers to access new-season collections, many brands are using technology to create a seamless experience from catwalk to purchase.</p> <p>Last year, Rebecca Minkoff introduced VR technology for a 360 degree-view of its runway show.</p> <p><iframe src="https://www.youtube.com/embed/mi1Bs5CTNAA?wmode=transparent" width="854" height="480"></iframe></p> <p>In physical stores, Minkoff has also introduced interactive dressing rooms, complete with touch screens and a tracking system that sends emails to visitors after they’ve left the store.</p> <p>Along with the see-now buy-now phenomenon, this is a further example of how fashion brands are re-thinking the consumer experience across all channels.</p> <p>Of course there's no guarantee that those who consume content about Fashion Week will want to buy into it straight away.</p> <p>However, with the industry becoming more immersive and immediate than ever before, it means that you don't have to be a VIP to get involved.</p> tag:econsultancy.com,2008:BlogPost/68306 2016-09-21T09:45:00+01:00 2016-09-21T09:45:00+01:00 What is ASMR and why are brands like KFC getting involved? Nikki Gilliland <p>For some, ASMR (or autonomous sensory meridian response) provides far more pleasure than a chicken thigh.</p> <p>If you’re unaware of the phenomenon or exactly how brands are getting in on the act - here’s a run-down of all you need to know.</p> <h3>What is ASMR?</h3> <p>If you’ve ever been sent into a state of pure relaxation from hearing someone turn the pages of a newspaper or speaking particularly softly – you might be tuned into the effects of ASMR. </p> <p>Essentially, it is the response some people have to specific sounds, triggering a tingling sensation that extends over the scalp and body. </p> <p>Thanks to its calming and almost sedative-like effect, it is increasingly being used as a way of soothing anxiety and relieving insomnia.</p> <p>There are now over 5.2m videos relating to ASMR on YouTube, with the most popular garnering over 16m views.</p> <h3>Who is creating it?</h3> <p>While some of the most popular ASMR content consists of old videos, like the dulcet tones of American painter, Bob Ross, an entirely new generation of ASMR practitioners (or ASMRtists as they’re also known) are popping up.</p> <p><iframe src="https://www.youtube.com/embed/MghiBW3r65M?wmode=transparent" width="854" height="480"></iframe></p> <p>You’re probably aware of Zoella or Jenna Marbles – but what about Heather Feather or GentleWhispering? </p> <p>Combined, the latter has over 116,000 subscribers. </p> <p>While it might not come close to the millions watching other mainstream channels - it certainly shows the growing number of people discovering this rather niche community. </p> <p><iframe src="https://www.youtube.com/embed/Kb27NHO_ubg?wmode=transparent" width="520" height="293"></iframe></p> <h3>How are brands getting involved?</h3> <p>Just like a <a href="https://econsultancy.com/blog/67884-seven-ways-social-media-is-shaping-the-beauty-industry/" target="_blank">beauty brand</a> might be mentioned by an influencer such as Fleur De Force, many companies are realising the potential of being featured in an ASMR video.</p> <p>As well as speaking and whispering, there’s a whole host of videos featuring wrappers being crinkled or opening cans - prime advertising potential for many household names.</p> <p>The ultimate proof that this trend has selling power is KFC’s recent foray into the genre.</p> <p>Starring George Hamilton as the legendary Colonel Sanders, its ASMR ad depicts the ‘Extra Crispy Colonel’ talking about pocket squares and eating fried chicken. </p> <p>And yes, it <em>is</em> as odd as it sounds.</p> <p><iframe src="https://www.youtube.com/embed/LuuSGq3o1uI?wmode=transparent" width="854" height="480"></iframe></p> <p>So odd in fact that it’s hard not to see it as a parody of the genre. </p> <p>And yet, KFC does appear to be taking it seriously.</p> <p>Speaking about the ad, the brand’s Chief Marketing Officer, Kevin Hochman said: “This is a community that is absolutely infatuated and enthusiastic about the sensorial experience of sound... To me it makes a lot of sense why we would at least try to enter this space in a small way. There’s a lot of comfort that’s associated with ASMR, and that’s what our food delivers.”</p> <p>It's not the only brand to get involved.</p> <p>Dove Chocolate released two ASMR ads in China last year, both including specific ASMR triggers like unwrapping paper and soft chewing sounds. </p> <p>Likewise, <a href="https://econsultancy.com/blog/63062-how-pepsi-uses-facebook-twitter-pinterest-and-google/">Pepsi</a> gave a nod to the trend in a recent Instagram of its famous carbonated beverage. </p> <p><iframe src="https://www.youtube.com/embed/LU8zTccNzjc?wmode=transparent" width="854" height="480"></iframe></p> <h3>What is the potential of ASMR?</h3> <p>With influencer marketing <a href="http://mediakix.com/2015/12/influencer-marketing-5-10-billion-dollar-market/#gs.WzHUm1A" target="_blank">reported to become a $10bn industry</a> within the next five years, we’re used to seeing <a href="https://econsultancy.com/blog/66155-11-examples-of-marketing-campaigns-starring-youtubers/" target="_blank">brands capitalising on the YouTube generation</a>.</p> <p>So will ASMR become another money-making opportunity – or is it just a passing fad?</p> <p>It’s hard to see how such a niche genre can gain any real traction.</p> <p>For viewers that don’t feel any relaxing effects, most of the videos will probably seem boring (and downright bonkers).</p> <p>Similarly, for dedicated fans - those who use it to help serious issues like depression, PTSD or insomnia - the exposure and brand involvement is likely to feel unwelcome. </p> <p>However, with earning potential for ASMRtists and the undeniable search interest, it is certainly a fascinating new avenue for brands to explore. </p> tag:econsultancy.com,2008:BlogPost/68296 2016-09-20T10:00:00+01:00 2016-09-20T10:00:00+01:00 Nextdoor arrives in the UK: We take a look at the neighbourhood social network Nikki Gilliland <p>The newest social media network on the block, Nextdoor, is here to convince us otherwise.</p> <p>Just launched in the UK, here’s everything you need to know about the platform.</p> <h3>What is Nextdoor?</h3> <p>Launched in 2010 in the US, Nextdoor describes itself as a private social network for neighbourhoods and communities.</p> <p>It’s essentially like Facebook, but more about actually communicating with each other about real-life goings on – as opposed to posting selfies and cat videos.</p> <p>Users can share updates and photos, and groups can be created in order to talk about specific subjects.</p> <p>There’s even the opportunity to nominate a ‘neighbourhood lead’ – i.e. a person who takes on a leadership role within the community.</p> <p>I don’t think they get to wear a badge, unfortunately.</p> <p><img src="https://assets.econsultancy.com/images/0007/9228/nextdoor_homepage.PNG" alt="" width="780" height="372"></p> <h3>Why do people use it?</h3> <p>In researching Nextdoor, I stumbled upon a nice bit of copy on the US site which sums up the motivation behind the platform.</p> <p><img src="https://assets.econsultancy.com/images/0007/9224/nextdoor_manifesto.PNG" alt="" width="780" height="533"></p> <p>Nextdoor sounds a bit like your mum encouraging you to make friends as a kid. </p> <p>Acting as a go-between for the community, it encourages conversation about everything from safety issues to general gossip.</p> <p>It’s certainly been a success in the States. Now in 90% of neighbourhoods in the top 100 cities, it is hoping to replicate this in the UK.</p> <p>Apparently, there has been some difficulty in determining neighbourhood boundaries, however it is kicking off with trials in around 500 different regions.</p> <h3>Is it easy to join?</h3> <p>Well, let’s see.</p> <p>I don’t know many of my neighbours, and I’m pretty new to my area, so I decided to sign up.</p> <p>To do so, I just needed to enter in my home and email address in order to find my area. Then, my name and password to finish the process. </p> <p><img src="https://assets.econsultancy.com/images/0007/9225/Nextdoor.PNG" alt="" width="780" height="513"></p> <p>It was very quick and easy, but unfortunately, I didn't get much further than this point.</p> <p>It appears I’m the very first in my area to sign up, which means I need to convince 10 of my neighbours within 21 days in order for my Nextdoor area to continue.</p> <p><img src="https://assets.econsultancy.com/images/0007/9226/bromley_by_bow.PNG" alt="" width="780" height="528"></p> <p>But wait – remember that I don’t actually know my neighbours (or their email addresses)? Hence why I joined in the first place.</p> <p>Tricky.</p> <p>Another point to note is that Nextdoor asks you to verify your identity with a unique code - either sent to your mobile phone or on a postcard to your home address.</p> <p>This shows that privacy is (rightly) a big issue, and a reassuring sign that the company takes it seriously. </p> <h3>Will it take off?</h3> <p>In theory, it all sounds fantastic. And apart from <a href="http://www.eastbayexpress.com/SevenDays/archives/2015/10/15/nextdoor-ceo-responds-to-racial-profiling-controversy-announces-changes-to-site" target="_blank">some controversy in the US</a>, Nextdoor has certainly proved itself to be a success.</p> <p>It is built on the fact that, despite being able to connect in more ways online, we are now less connected with people in real life. As a result, it aims to foster a sense of real belonging and community spirit in the everyday.</p> <p>The only problem I foresee for the UK launch is related to where I hit my own stumbling block. </p> <p>Setting up a Nextdoor neighbourhood requires more dedication than just entering an email address. </p> <p>Unlike Twitter and Facebook, where no effort is required, it's not just a case of signing on and saying hi - Nextdoor relies on the motivation of communities to build and use the network. Likewise, it needs enough people to sustain it.  </p> <p>If you're lucky enough to be invited, it could easily take off where you live, but not before somebody has done all the legwork.</p> <p>That being said, this longwinded sign-up process is also what gives Nextdoor an edge when it comes to privacy - it at least reassures users that everybody is who they say they are.</p> <p>With our lazy perceptions of social media, coupled with Britain’s stiff upper lip, it remains to be seen whether it'll encourage us to actually talk to our neighbours - but here's hoping.</p> <p>Further reading:</p> <ul> <li> <a href="https://econsultancy.com/blog/66351-how-will-crowdsourcing-and-the-sharing-economy-develop-in-the-next-five-years/">How will crowdsourcing and the sharing economy develop in the next five years?</a> </li> <li> <a href="https://econsultancy.com/blog/63186-the-sharing-economy-40-peer-to-peer-start-ups/">The sharing economy: 40 peer-to-peer startups</a> </li> </ul> tag:econsultancy.com,2008:BlogPost/68301 2016-09-19T15:40:00+01:00 2016-09-19T15:40:00+01:00 Instant messaging: An introduction to the future of communication Blake Cahill <p>For those of you that don’t know – I’ll assume you must have been trapped on a desert island for the past few years – instant messaging (IM) is a catch-all name for a range of different services that primarily provide users with the opportunity to engage in real-time communication.</p> <p>Typically led by text conversation, messengers often also provide a range of additional functionality that varies wildly from provider to provider.</p> <p>This additional functionality has, on some platforms, led to them being considered as full-blown social media networks, on a par with Facebook, Twitter and other platforms.</p> <p>In 2015, mobile phone messaging apps were used by 1.4bn consumers and eMarketer predicts that, by 2018, the number of chat app users worldwide will reach 2bn, representing 80% of smartphone users worldwide.</p> <p>In a nutshell, it’s only a matter of time before everyone and their granny, in practically every country on the planet, are using IM.</p> <h3>So who are the Big Players?</h3> <p><strong>WhatsApp</strong></p> <p>Owned by Zuckerbeg &amp; Co. and with over 1bn users, most of which are tech savvy millennials, WhatsApp is the clear front-runner in the IM community and the only truly global IM service with any significant uptake in all continents around the world.</p> <p>Offering text chat, voice recording, media sharing, group broadcasts and a robust network, you would surely bet your house on this IM giant being the one to pave the way for the future of IM [insert smiley face emoticon].</p> <p><img src="https://assets.econsultancy.com/images/resized/0004/4627/whatsapp-facebook-blog-flyer.jpg" alt="whatsapp" width="300"></p> <p><strong>Facebook Messenger</strong></p> <p>Formed from the online chat function of the social network, Facebook Messenger has made real inroads in the EMEA and US regions with over 800m users.</p> <p>However it’s clear that with certain restrictions in places such as Asia, its move out of these two markets and into the APAC region will be a tough one to tackle. </p> <p><strong>WeChat</strong></p> <p>With 650m users, primarily in the APAC region, <a href="https://econsultancy.com/blog/67490-10-things-you-didn-t-know-about-wechat/">WeChat</a> is, significantly, dominant in the Chinese market offering users the chance to chat in a ‘walkie talkie’ style conversation, as well as other typical features such as group chats and video calls.</p> <p>WeChat is also a social network and an extendable transactional platform. It gives its users the opportunity to shop, talk to brands, order taxis (its ‘Didi Dache’ service is essentially China’s Uber) and read the news.</p> <p>WeChat is also the only social platform 80% of Chinese millennials use every day.</p> <p><em>WePay</em></p> <p><img src="https://assets.econsultancy.com/images/0007/1483/wepay.png" alt="wepay" width="615"></p> <p><strong>kik</strong></p> <p>With over 240m users, kik has its biggest presence in the US with an impressive 42% of US users being between 16-24 years old.</p> <p>It’s a promising start, however kik has seen very little uptake out of the US and it’s still dwarfed by the progress of WhatsApp and Facebook Messenger for the moment at least.</p> <p><strong>Others?</strong></p> <p>Though there are some exceptions to this global picture – KakaoTalk is the most popular chat app in South Korea, for example, while Line dominates in Japan, Thailand and Taiwan – there’s no doubt that it’s Facebook that’s winning the race so far.</p> <p>And before you say, “but what about Snapchat?!”, though this service is doing some serious business with teens in the UK and USA (over 40% use it), one a global level it’s still early days with only 7% market penetration.</p> <h3>The future of IM</h3> <p>With the landscape of IM changing and its scope reaching all aspects of the user's life, both personal and professional, it’s clear to see that IM offers real opportunities for businesses to get involved – but how will this play out? </p> <p>Firstly, IM is not a place to advertise, it’s a place for marketing. It gives us a powerful new space for brands to change the way consumers think about retail and customer service.</p> <p>The promise of IM is that if offers a near perfect form of personal, intimate, <a href="https://econsultancy.com/blog/67767-will-conversational-marketing-become-a-reality-in-2016/">direct link between brands and customers</a>.</p> <p>Facebook Messenger has already started to make real inroads in expanding the capabilities of its own IM platform, recently announcing the introduction of so-called <a href="https://econsultancy.com/blog/67894-what-are-chatbots-and-why-should-marketers-care/">chatbots</a>.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7478/kiksephora-blog-flyer.png" alt="sephora chatbot" width="300"></p> <p>Similar (but arguably less advanced AI) has been prevalent in WeChat and other channels previously, but inclusion in Facebook Messenger is likely to see increased quality of functionality.</p> <p>Chatbots will offer the ability for businesses to create bespoke responses based on natural language input. </p> <p>As the use and complexity of chatbots expand, users will find themselves being able to order goods simply by messaging the brand – as users of WeChat are already doing – receive tailored news updates based around your interest and even control connected smart devices.</p> <p>The future of commerce and customer service could well be a hybrid of IM as it steadily becomes our primary way to interact with companies, buy things, provide service and build loyalty.</p> <p>As the big players (and the many smaller innovators) continue to expand and develop the platforms’ potential, it’s safe to say we’re only at the beginning of what looks to be a long and interesting road.</p>