tag:econsultancy.com,2008:/topics/social Latest Social content from Econsultancy 2016-10-20T16:10:00+01:00 tag:econsultancy.com,2008:Report/3008 2016-10-20T16:10:00+01:00 2016-10-20T16:10:00+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:BlogPost/68403 2016-10-19T14:12:50+01:00 2016-10-19T14:12:50+01:00 Pharma company Novartis taps Facebook Live event to promote heart failure drugs Patricio Robles <p>Take for instance Novartis, which teamed up with the American Heart Association and actress/singer Queen Latifah as part of their <em>Rise Above Heart Failure</em> initiative.</p> <p>Queen Latifah's mother, Rita Owens, experienced heart failure 10 years ago, prompting lifestyle changes that have enabled her to manage her condition, and inspiring her daughter to get involved with helping others who are dealing with heart failure or supporting a family member who is.<br></p> <h3>A better way to tell a story</h3> <p>The <em>Rise Above Heart Failure </em>initiative, which includes events, media outreach and digital content distributed on the American Heart Association's <a href="http://www.heart.org/HEARTORG/Conditions/HeartFailure/LivingWithHeartFailureAndAdvancedHF/Rise-Above-Heart-Failure-Queen-Latifahs-Story_UCM_477792_Article.jsp">website</a> and through social media, was a natural fit for Novartis.</p> <p>The company is behind Entresto, a heart failure drug that was approved by the FDA in 2015, and while it hasn't yet produced the sales expected, possibly due to its price tag, Novartis will have spent hundreds of millions of dollars on marketing and development.</p> <p>Initially, some of its marketing of Entresto drew significant criticism.</p> <p>As FiercePharma's Beth Snyder Bulik <a href="http://www.fiercepharma.com/pharma/novartis-sponsor-queen-latifah-push-for-heart-failure-awareness-inspired-by-her-mom">detailed</a>, Novartis's first attempt at direct-to-consumer ads for Entresto "sparked protests from cardiologists and consumers for its stark depiction equating heart failure to a room filling with water while a patient calmly reads the paper."</p> <p>That ad was pulled in the face of the criticism.</p> <p>Aligning itself with the <em>Rise Above Heart Failure</em> initiative is a much more positive undertaking, and gives Novartis the opportunity to engage in <a href="https://econsultancy.com/blog/67747-pharma-marketers-should-use-storytelling-to-improve-the-industry-s-reputation/">storytelling</a> using digital channels.</p> <p>Interestingly, one of those channels is Facebook Live, which was used to broadcast a live panel discussion on World Heart Day that featured Queen Latifah and medical doctor Karol E. Watson, a professor of medicine/cardiology and the co-director of the UCLA Program in Preventive Cardiology.</p> <p><img src="https://assets.econsultancy.com/images/0008/0425/Screen_Shot_2016-10-17_at_17.13.28.png" alt="" width="500" height="453"></p> <p>Nearly 1,000 people tuned in to <a href="https://www.facebook.com/events/1659479787696400/">the event</a> on Facebook Live, which Queen Latifah hoped would help others who have dealt with heart failure.</p> <p>"I really just want the millions of Americans who are touched by heart failure to share their story – and their 'red steps’ – and to speak up about the condition," she said in <a href="http://newsroom.heart.org/news/on-world-heart-day-american-heart-association-recognizes-role-of-patient-provider-relationships-in-managing-heart-failure">a press release</a>.</p> <p>According to Novartis spokesperson...</p> <blockquote> <p>We were drawn by the potential of Facebook Live to reach a wide audience in real time, to facilitate live engagement, and to allow on-demand viewing.</p> </blockquote> <p>The company, which expects Entresto sales to hit $200m this year, obviously can't rely exclusively on sponsorship of Facebook Live events to spread the word about its drugs.</p> <p>But <em>Rise Above Heart Failure</em> shows how pharma companies can facilitate and be a part of more meaningful discussions that are personal, emotional and provide tangible value to consumers.</p> tag:econsultancy.com,2008:BlogPost/68426 2016-10-19T10:41:59+01:00 2016-10-19T10:41:59+01:00 A brand that loves you: How Buzzfeed uses empathy to connect with its audience Nikki Gilliland <p>When previously asked how he maintains a strong relationship with his fans, Snoop said that the key is not to view them from on top of a celebrity pedestal, but rather, to lift them up to join him.</p> <p>At the recent IAB Digital Upfronts event, I heard how this sense of empathy - the ability to step into the shoes of the audience - is at the core of Buzzfeed’s strategy.</p> <p>Here’s a summary of the talk, with further insight into how the brand uses this core emotion to drive its content.</p> <h3>A brand that loves you</h3> <p>Buzzfeed believes that content created by brands can be just as meaningful as that found on any platform.</p> <p>Likewise, it can also be just as relevant and enjoyable to the person that is consuming it.</p> <p>However, in order to get a consumer to connect, or to think ‘I love that brand’ - they need to first feel as if the brand loves them.</p> <p>According to Frank, this is done through empathy - or the ‘the ultimate brand-building super power’ as he called it. </p> <p><img src="https://assets.econsultancy.com/images/0008/0435/See_me.JPG" alt="" width="750" height="493"></p> <h3>Buzzfeed is built with empathy</h3> <p>By feeling empathy with the audience, Buzzfeed is able to create content that helps people connect on a personal level.</p> <p>A great example of this is its true crime series, Buzzfeed Unsolved.</p> <p>Unlike shows like Serial or Making a Murderer, which were created from the point of view of the expert, Unsolved is created from the perspective of the viewer.</p> <p>The stars of the show are the fans themselves, and by including both a sceptical opinion and a conspiracy theorist, the majority of people watching are also able to relate.</p> <p><iframe src="https://www.youtube.com/embed/j2KKUcxAdjc?list=PLVAvUrL_VQiNZYyMnmzLZs8_W9l-WBqm-&amp;wmode=transparent" width="854" height="480"></iframe></p> <p>Similarly, Buzzfeed’s new food platform, Proper Tasty, is a world away from the idealised view of cooking that we see on television shows or films.</p> <p>Instead of the quest for the perfect meal, Proper Tasty aims to create relevant and realistic recipes for everyday people and their friends.</p> <p>In other words, it uses food as the connector - not the spectacle.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fbuzzfeedpropertasty%2Fvideos%2F1754452048100801%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <p>Another example of Buzzfeed using empathy to create a connection is the series ‘Weird things that couples fight about’.</p> <p>The video garnered a huge response, but this was not necessarily due to its relevancy - it did not set out to depict all relationships.</p> <p>Instead, what it aimed to to do was create a sense of intimacy with the viewer.</p> <p>Essentially, it sparked a conversation, giving people the permission to talk about their own relationships, and encouraging them to share the video in response.</p> <p><iframe src="https://www.youtube.com/embed/SRMXzq3bN_8?wmode=transparent" width="854" height="480"></iframe></p> <h3>How brands can create human connection at scale</h3> <p>So, how can brands emulate Buzzfeed’s ability to connect with consumers?</p> <p>During his talk, Frank cited three ways to create a human connection on a large scale.</p> <h4>See your true audience</h4> <p>Instead of seeing the audience as a single demographic, based on factors like age and socio-economic background, it is helpful to start from an individual perspective. </p> <p>By using empathy as the foundation of their content strategy, brands are much more likely to create content with momentum, which in turn trickles out to a wider audience.</p> <p><img src="https://assets.econsultancy.com/images/0008/0437/See_your_true_audience.JPG" alt="" width="750" height="511"></p> <h4>Think about the storytelling</h4> <p>Authenticity is incredibly important to Buzzfeed's audience. </p> <p>Unlike traditional media outlets, it is rooted in the everyday reality of its users, whereby humour and hard-htting topics go hand in hand.</p> <p>Let’s take the recent example of when Buzzfeed partnered with Facebook Live to hold a debate on the EU Referendum.</p> <p>A live segment of a girl offering her opinion (complete with profanities) garnered 7.5m views - more than coverage of interviews by both ITV and Sky News combined.</p> <p>It's not difficult to see why.</p> <p>With its raw human element, it was far more relatable that the filtered depiction offered elsewhere.</p> <p><img src="https://assets.econsultancy.com/images/0008/0439/Buzzfeed_debate.JPG" alt="" width="617" height="405"></p> <h4>Be agile and adapt </h4> <p>Lastly, Frank suggests that the key to creating quality and empathetic content is to test and test again.</p> <p>Instead of jumping in head first and making big changes, it is more helpful to make small bets, over and over again.</p> <p>From tweaking headlines to moving the position of embedded videos, making tiny changes can actually have the biggest influence over time.</p> <p><img src="https://assets.econsultancy.com/images/0008/0438/Adapt.JPG" alt="" width="750" height="562"></p> <h3>In conclusion…</h3> <p>Like the legendary Snoop Dogg himself, Buzzfeed’s ability to relate to its audience is fundamental to its success.</p> <p>The approach might not be particularly ground-breaking, but in a world where most media outlets talk down to the audience, it is surprisingly underused.</p> <p>For brands eager to create a more meaningful connection with consumers, it's the best place to start. </p> tag:econsultancy.com,2008:BlogPost/68404 2016-10-19T09:31:54+01:00 2016-10-19T09:31:54+01:00 10 examples of great fashion marketing campaigns Nikki Gilliland <p>Here are a few of my favourites from over the past few years.</p> <h3>1. Burberry Kisses</h3> <p>Burberry spends 60% of its budget on digital, so it’s unsurprising that it comes out on top in terms of marketing.</p> <p>While its most recent fashion campaign experiments with the ‘<a href="https://econsultancy.com/blog/68305-runway-to-retail-how-fashion-brands-are-introducing-see-now-buy-now/" target="_blank">see now, buy now’ trend</a>, its broader marketing creatives tend to be the most exciting.</p> <p>‘Burberry Kisses’, launched in partnership with Google, was one of the best of 2015. </p> <p>Despite not being related to the product, by using technology to create a personal connection with consumers, it succeeded in bringing the brand story to life.</p> <p>Allowing users to send a virtual kiss to a loved one, it generated interest from over 215 countries worldwide, with users spending an average of 3.5 minutes interacting with the ‘Kisses’ campaign. </p> <p><iframe src="https://www.youtube.com/embed/LRiZMVEIhas?wmode=transparent" width="854" height="480"></iframe></p> <h3>2. Ted Baker's Cabinet of Curiosities</h3> <p>Part of its Autumn/Winter 2015 push, Ted Baker's Cabinet of Curiosities was a great example of how to use social networks for organic reach.</p> <p>Interactive and highly visual, it involved daily clues being released to followers of its Instagram account, asking them to guess what was in Ted's Cabinet for the chance to win a prize.</p> <p>The campaign also transferred offline, with certain clues being hidden in-store for consumers to locate.</p> <p>Alongside its <a href="https://econsultancy.com/blog/68275-ted-baker-unveils-shoppable-video-google-voice-search-stunt-for-aw16-campaign/" target="_blank">recent experiment with shoppable content</a>, Ted Baker proves there is real value in its creative approach to marketing.</p> <p><img src="https://assets.econsultancy.com/images/0008/0133/Ted_Baker_Curiosities.JPG" alt="" width="780" height="523"></p> <h3> 3. Nike's Better for It</h3> <p>We're always <a href="https://econsultancy.com/blog/63129-10-awesome-digital-marketing-campaigns-from-nike/" target="_blank">writing about Nike on the blog</a>, and with a back catalogue that reflects its strong brand identity, there's a good reason why.</p> <p>2015's 'Better for It' campaign is one of the most memorable in recent years.</p> <p>Depicting the inner thoughts of women during sporting activity, it highlights the correlation between sport and self-esteem, and cleverly hints at how what we wear can also have a bearing.</p> <p>With a light-hearted but empowering tone, it succeeded in engaging female consumers.</p> <p><iframe src="https://www.youtube.com/embed/WF_HqZrrx0c?wmode=transparent" width="854" height="480"></iframe></p> <h3>4. Hermès’ House of Scarves</h3> <p>Hermès' microsite, La Maison des Carrés, was set up to showcase its popular selection of scarves.</p> <p>Instead if simply encouraging visitors to buy online, it aims to bring to life the history and artistry of the brand.</p> <p>With its beautiful design and superb attention to detail, it entices visitors to get lost in its world of illustration.</p> <p>While <a href="https://econsultancy.com/blog/68028-five-ecommerce-lessons-from-burberry-and-hermes/" target="_blank">we have previously pointed out</a> that Hermès' website might come across as self-indulgent (and therefore off-putting to consumers), there's no denying that this part stands out for its creative and original approach.</p> <p><iframe src="https://www.youtube.com/embed/47tVddtcCnw?wmode=transparent" width="854" height="480"></iframe></p> <h3> 5. Inside Chanel</h3> <p>Alongside Chanel News, Inside Chanel is a microsite dedicated to telling the story of the brand - a key part of its overarching marketing strategy.</p> <p>Separated into 12 chapters, each detailing an important part of the brand's history, it offers something of real value for consumers.</p> <p>Combining photography, digital sketches and video - it uses rich content to bring the story to life.</p> <p>With 100 years of history, the in-depth and well-produced nature of the campaign also reflects the quality of the brand. </p> <p><iframe src="https://www.youtube.com/embed/F3QAxtE1L20?list=PLEE61EDB90F0AA88F&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>6. H&amp;M's Close the Loop</h3> <p>We recently wrote about <a href="https://econsultancy.com/blog/68351-why-women-are-talking-about-h-m-s-latest-ad-campaign/" target="_blank">why women are talking about H&amp;M's latest campaign</a>, but its 'Close the Loop' ad is another example of the brand's innovative marketing.</p> <p>With the aim of promoting its mission to make fashion more sustainable, it created one of the most diverse ads of all time.</p> <p>Featuring plus-size model Tess Holliday and Muslim model Mariah Idrissi the ad garnered a massively positive response for its celebration of different cultures in relation to fashion.</p> <p>By creating a buzz around the campaign, it ensured that its message of sustainability was heard.</p> <p><iframe src="https://www.youtube.com/embed/s4xnyr2mCuI?wmode=transparent" width="854" height="480"></iframe></p> <h3>7. NastyGal's #GirlBoss</h3> <p>Nasty Gal has an ethos of self-empowerment and discovery, which is nicely weaved into all of its marketing campaigns.</p> <p>As well as being the title of founder Sophia Amoruso's self-penned book, the hashtag #girlboss is also the title of the Nasty Gal's separate content hub.</p> <p>Alongside long-form articles on fashion and general lifestyle, it is also the home of Girl Boss radio - a podcast where Sophia interviews various women who have made their mark.</p> <p>A great example of a multi-channel campaign, it reflects the core values of the brand while subtly promoting it.</p> <p><em>(Read more on <a href="https://econsultancy.com/blog/68348-three-reasons-brands-are-using-podcasts-as-part-of-their-content-marketing-strategy/" target="_blank">brands using podcasts</a>.)</em></p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Four career lessons from <a href="https://twitter.com/sophiaamoruso">@sophiaamoruso</a> that every young person should know:<a href="https://t.co/HB01H2YbxQ">https://t.co/HB01H2YbxQ</a> <a href="https://t.co/J5SABfJbKa">pic.twitter.com/J5SABfJbKa</a></p> — #girlboss (@GIRLBOSS) <a href="https://twitter.com/GIRLBOSS/status/784515916361035776">October 7, 2016</a> </blockquote> <h3>8. Swoon for Monsoon</h3> <p>A number of fashion brands have released shoppable magazines, and while Net A Porter's 'The Edit' is often cited as one of the best, Swoon for Monsoon proves that it's not only an approach reserved for high end brands.</p> <p>Hosted on its main website, the campaign comprised of digital magazines that could be accessed on web, tablet and mobile.</p> <p>Including visual elements such as GIF's and video, there were also contributions from influencers to ramp up engagement and consumer interest.</p> <p>A sleek slice of shoppable content - it was also a great example of how to integrate editorial elements into ecommerce.</p> <p><iframe src="https://www.youtube.com/embed/86FovKAMUCU?wmode=transparent" width="854" height="480"></iframe></p> <h3>9. #CastMeMarc</h3> <p>Using social media as the driving force for its Autumn/Winter campaign, Marc Jacobs took to Instagram to do a bit of model scouting.</p> <p>For the chance to be featured in his Autumn/Winter campaign, it asked followers to tag a photo of themselves using the hashtag #castmemarc.</p> <p>As well as creating awareness of the brand, it was successful in giving consumers and fans of the brand a memorable and potentially valuable experience.</p> <p><img src="https://assets.econsultancy.com/images/0008/0137/Marc_Jacobs.JPG" alt="" width="780" height="503"></p> <h3>10. Rei's Opt Outside</h3> <p>This isn't really a campaign as such, probably more of a PR stunt. But I realy liked it, so I've snuck it onto this list.</p> <p>Outdoor apparel retailer <a href="https://econsultancy.com/blog/67109-rei-opts-out-of-black-friday-sort-of/">Rei encouraged consumers to boycott Black Friday</a>, even shutting down its own website on the day itself.</p> <p>As well as connecting with consumers on a relatable topic, it also perfectly encapsulated what the brand stands for - a love of outdoor adventure and a stance against consumerism.</p> <p>With a 6% rise in traffic on Black Friday as well as a long-term boost for its reputation, its daring approach seemed to pay off. </p> <p><iframe src="https://www.youtube.com/embed/flH5ReMsZ-M?wmode=transparent" width="854" height="480"></iframe></p> tag:econsultancy.com,2008:BlogPost/68411 2016-10-18T13:21:21+01:00 2016-10-18T13:21:21+01:00 The doctor is always in: Baidu to launch medical chatbot Patricio Robles <p>For example, digital health startup HealthTap created a bot that allows Facebook Messenger users to seek out answers to their health questions.</p> <p>HealthTap's bot searches for similar questions and can provide past answers that might be useful before it offers to send the user's question to its network of 100,000 doctors.</p> <p><iframe src="https://player.vimeo.com/video/162458358" width="640" height="360"></iframe></p> <p>And now <a href="https://econsultancy.com/reports/baidu-search-best-practice-guide/">Baidu</a>, China's largest search engine, is getting into the act with Melody, a chatbot that is integrated into the company's iOS and Android Baidu Doctor apps.</p> <p><img src="https://assets.econsultancy.com/images/0008/0429/baidu-melody.jpg" alt="" width="432" height="384"></p> <p>Melody, which is available to Chinese patients and doctors, uses artificial intelligence and deep learning to gather information from patients related to the medical questions they ask.</p> <p>The bot does not dispense medical advice.</p> <p>Instead, it presents the information collected from the patient to doctors, who can then respond after the information has been reviewed and validated.</p> <p>"It's not our role to diagnose - it's the doctors' role to diagnose. We try to assist the doctors," Andrew Ng, Baidu's chief scientist, <a href="http://venturebeat.com/2016/10/11/baidu-launches-medical-assistant-chatbot-to-help-doctors-collect-patient-information/">told</a> VentureBeat.</p> <p>Melody was trained on health data from a number of sources, including medical textbooks and health websites, which assists the bot in asking patients the right questions and collecting the right information that doctors can use to make a diagnosis.</p> <p>Over time, Melody will get even better as its artifical intelligence learns from its own interactions.</p> <p>While Melody doesn't dispense advice, Ng sees the technology as being critical to healthcare going forward.</p> <p>There is a widspread shortage of doctors around the globe, and this problem is only expected to grow in the coming decades.</p> <p>As Ng sees it, "I don't know how else to solve this problem other than to use AI."</p> <p>While Melody is currently only in use in China, Baidu is in talks with organizations in the US and Europe and Ng says the technology is "resonating well with physicians around the world."</p> <p>That suggests that if chatbots truly go mainstream and Melody proves successful at helping doctors and patients interact more efficiently, chatbots could become a fixture in the healthcare industry in the not too distant future.</p> tag:econsultancy.com,2008:BlogPost/68421 2016-10-18T09:44:00+01:00 2016-10-18T09:44:00+01:00 VisitBritain and Expedia launch campaign to target US travellers Nikki Gilliland <p>This also happens to be the motivation behind a new partnership from VisitBritain and Expedia. </p> <p>Aiming to raise an additional $165m of visitor spend for the UK economy, it is launching a multi-phase campaign in order to tempt Americans to our fine shores.</p> <p>Here’s a closer look at how it’s doing it.</p> <h3>Showcasing the best of Britain</h3> <p>Part of the UK government’s Tourism Action Plan – the partnership between Expedia and VisitBritain was actually established before Brexit. </p> <p>However, since the value of the pound has dropped, the campaign is putting a positive spin on the current situation – targeting US travellers for whom visiting Britain will now be more affordable.</p> <p>Titled ‘365 days of OMGB’, the campaign is centred around a bespoke content platform designed to showcase the hidden treasures of the UK. </p> <p>Aiming to dispel the London-centric bias of travellers from overseas, it will promote various locations up and down Britain, from Sussex to Edinburgh and everything in between.</p> <p><img src="https://assets.econsultancy.com/images/0008/0416/365_days_of_OMGB.JPG" alt="" width="780" height="626"></p> <h3>Encourages planning</h3> <p>Divided into four sections - #OMGB, Discover, Trip Planner and Calendar – the microsite is designed to both inspire and spur on travellers to start planning their trips.</p> <p>It enables visitors to search for events based on interests, e.g. Food &amp; Drink or Relaxation, or by calendar month. </p> <p><img src="https://assets.econsultancy.com/images/0008/0415/Discover_Britain.JPG" alt="" width="780" height="651"></p> <p>Browsing on the website certainly makes Britain look and sound incredibly appealing.</p> <p>The imagery promotes the country’s historic buildings and stunning countryside, and the wide range of activities makes a refreshing change from the standard London sights – even for those who already live here.</p> <p><img src="https://assets.econsultancy.com/images/0008/0417/Walk_with_Wolves.JPG" alt="" width="780" height="676"></p> <p>The event pages include lots of helpful information, such as nearest stations and airports, maps and similar events. </p> <p>Combined with the inclusion of the Expedia search tool, it's effective in encouraging users to browse and plan.</p> <h3>Personalisation and social </h3> <p>As well as showcasing various locations, the hub can also be used as a handy planning tool. </p> <p>It allows users to save events in their personalised ‘Trip Planner’ – enabling them to browse and search around before committing to a booking.</p> <p><img src="https://assets.econsultancy.com/images/0008/0414/Trip_Planner.JPG" alt="" width="780" height="690"></p> <p>This nicely ties in to the personal and individual nature of the campaign, with its main video highlighting the beautiful ‘moments’ that occur in Britain each day. </p> <p><iframe src="https://www.youtube.com/embed/UD7s4wW2A6o?list=PLQ0zk4tPwKClnXYCLS7BDInuwkH3KdpYl&amp;wmode=transparent" width="854" height="480"></iframe></p> <p>From ‘classic cars in the Cotswolds' to ‘sleeping giants in Cornwall’, it promotes the beauty of small, undiscovered moments. </p> <p>In order to further emphasise this notion, VisitBritain has also produced a series of short videos, which it is using on its various social media channels to promote the campaign.</p> <p><iframe src="https://www.youtube.com/embed/eGuqKGqp2MA?list=PLQ0zk4tPwKClnXYCLS7BDInuwkH3KdpYl&amp;wmode=transparent" width="854" height="480"></iframe></p> <p>Twitter in particular looks to be a big focus for promotion, with the hashtag #OMGB used in conjunction with the brand's image-heavy tweets.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The stunning medieval city of <a href="https://twitter.com/hashtag/York?src=hash">#York</a> is a must-visit for history buffs. <a href="https://twitter.com/hashtag/OMGB?src=hash">#OMGB</a> <a href="https://t.co/Qg2OYssK9G">https://t.co/Qg2OYssK9G</a> <a href="https://t.co/B09wjgEIXt">pic.twitter.com/B09wjgEIXt</a></p> — VisitBritain (@VisitBritain) <a href="https://twitter.com/VisitBritain/status/787428095619919873">October 15, 2016</a> </blockquote> <h3>In conclusion…</h3> <p>By partnering up, VisitBritain and Expedia has managed to combine their biggest strengths. </p> <p>VisitBritain’s inspirational imagery and evocative language is certainly effective in stirring the emotions that underpins the travel industry. </p> <p>Meanwhile, Expedia’s functional search tools and personalised planning capabilities ensure users are one step closer to booking.</p> <p>Whether or not it is effective in bringing more American tourists to the UK, it’s certainly a nice example of how a brand partnership can elevate a marketing campaign.</p> <p><em>Related posts:</em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68330-an-in-depth-analysis-of-how-expedia-converts-visitors-into-customers-part-one/" target="_blank">An in-depth analysis of how Expedia converts visitors into customers: Part one</a></em></li> <li><em><a href="https://econsultancy.com/blog/68331-an-in-depth-analysis-of-how-expedia-converts-visitors-into-customers-part-two/" target="_blank">An in-depth analysis of how Expedia converts visitors into customers: Part two</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/68410 2016-10-17T11:16:32+01:00 2016-10-17T11:16:32+01:00 How Nationwide is using Tumblr to target a younger generation Nikki Gilliland <p>What’s more, a third of young people believe they won’t need a bank at all in future.</p> <p>While it might be true for some, surely this perspective sidelines those that actually do desire help and advice on financial matters? </p> <p>Nationwide is also keen to ask this question, recently launching a new campaign designed to educate rather than alienate.</p> <p>I explored a little to find out how it is using social media to do just that.</p> <h3>A customer-first approach</h3> <p>In contrast to Viacom, new research from Yahoo has found that 45% of millennials are actively looking for resources to help them with a financial situation, yet 37% say there aren’t enough of these educational resources online.</p> <p>Yahoo is partnering with Nationwide on a year-long campaign in a bid to fill this gap.</p> <p>Targeting young people aged 13 to 24, it is not only aiming to engage youngsters about the topic of money, but to help them actively take control of their finances.</p> <p>Focusing on how to make money as well as manage it, it is definitely a refreshing change from the aforementioned ‘millennials hate banks’ approach.</p> <p>I also think that the concept of age is a little beside the point.</p> <p>By providing something of real value to consumers, whether the target consumer is 18 or 84, people will be much more likely to engage.</p> <p><img src="https://assets.econsultancy.com/images/0008/0233/Nationwide.jpg" alt="" width="600" height="399"></p> <h3>Targeting youngsters on Tumblr</h3> <p>This recent campaign is an extension of Nationwide’s ‘Money Stuff’ YouTube channel, which was first launched last year.</p> <p>On the back of the channel’s success, the bank has chosen Tumblr as its platform of choice, using it to house even more money-related content including videos, long-form articles, GIFs and photos.</p> <p>As well as being shareable, the bite-size nature of the content means that it is more accessible and appealing to youngsters who already use the platform.</p> <p>With three-quarters of Tumblr’s user base being under the age of 35, it is one of the only social media platforms that is still largely dominated by young people.</p> <p><img src="https://assets.econsultancy.com/images/0008/0230/Yahoo_Storytellers_Nationwide_Money_Stuff_desktop.png" alt="" width="780" height="442"></p> <h3>Playful, not patronising tone</h3> <p>Despite being well over the target age range (sad times) – I can definitely appreciate the fact that Nationwide is trying to avoid sounding patronising.</p> <p>Like most advice, it can either come across as incredibly obvious or helpful, depending on the person reading it. </p> <p>It’s definitely a tricky balance, so Nationwide’s conversational, playful and honest tone of voice is well executed.</p> <p><img src="https://assets.econsultancy.com/images/0008/0226/Money_Stuff.jpg" alt="" width="555" height="297"></p> <p>By focusing on the worries and concerns young people have as opposed to delving straight into the nitty gritty of what an ISA is or how to set up an account – the audience is likely to relate.</p> <p>While some of the content is more on the side of humorous than helpful, at least it's not dull.</p> <p><img src="https://assets.econsultancy.com/images/0008/0227/MoneyStuff_GIFS.PNG" alt="" width="705" height="355"></p> <h3>Inclusive and interactive approach</h3> <p>Finally, Nationwide cements its customer-focused campaign by encouraging users to ask questions.</p> <p>While this recognition that young people might be embarrassed or shy about raising financial concerns is positive, the actual feature on Tumblr fails to provide real-time help.</p> <p>The box encourages users to ‘ask anything’ along with promise of an answer ASAP.</p> <p><img src="https://assets.econsultancy.com/images/0008/0228/Ask_Us_Anything.jpg" alt="" width="500" height="474"></p> <p>Sounds good. But when I asked a question anonymously, and despite reassurance that my question was received, there was no indication how or when they would actually get back to me. </p> <p>A more prominent link to the content on the main site, or its 'Ask Nationwide' Twitter account should be given here at the very least.</p> <p><img src="https://assets.econsultancy.com/images/0008/0229/Money_Tips_Nationwide.jpg" alt="" width="780" height="619"></p> <h3>In conclusion…</h3> <p>Despite the failure of its feedback tool, there’s still a lot to appreciate about Nationwide’s Money Stuff campaign. </p> <p>With a customer-centric approach and canny use of social, it could help the bank broaden its appeal among younger customers.</p> tag:econsultancy.com,2008:Report/4273 2016-10-17T03:00:00+01:00 2016-10-17T03:00:00+01:00 Social Media Strategy Asia Pacific Best Practice Guide <p>One of the most popular areas of digital is social media. The vast majority of internet users have at least one social media account and the main social platforms boast hundreds of millions of daily users.</p> <p>Over the last few years, though, social media has also started to have a strong influence on organisations. Social media has changed how people work, how they communicate and the relationship that they have with their customers.</p> <p>Adding to this, social media is evolving at a blistering pace. New considerations for social media strategists include: paid ad formats, new visual and video formats, buy buttons, private messaging, social servicing, the quantified self and the Internet of Things.</p> <p>Because social media touches so many areas of an organisation, however, getting it 'right' in spite of all these changes has never been more important.</p> <p>This report follows on from Econsultancy's <strong>Social Media Strategy Best Practice Guide</strong>, published in June 2016, and has been updated with information for marketers who are either based in Asia Pacific (APAC) or responsible for marketing in the region. </p> <p>APAC consists of a wide variety of countries, including such diverse markets as Japan, China, India, Australia and other Southeast Asian countries. The reason for a special report on the region is that, taken as a whole, APAC accounts for more than half of all social media users worldwide and has many of the world's fastest growing economies. Its size and potential for growth has made APAC a very attractive target for brands over the past decade.</p> <h2>This report will enable you to:</h2> <ul> <li>Establish a framework for social media strategy</li> <li>Rethink how brands are managed</li> <li>Review company structure</li> <li>Carefully plan social media strategy</li> <li>Execute within regional constraints</li> <li>Provide measurement</li> </ul> tag:econsultancy.com,2008:BlogPost/68419 2016-10-14T16:20:32+01:00 2016-10-14T16:20:32+01:00 All the digital news stories you missed this week Nikki Gilliland <h3>Amazon and VMare announce partnership</h3> <p>It has been announced that Amazon and VMware – two competitors in cloud computing – are to join forces.</p> <p>From next year, VMware’s software - which includes VSphere, VSAN and NSX - will be able to run on Amazon’s cloud, also becoming available to existing Amazon users. </p> <p>Though they have traditionally been rivals, this move appears to be part of VMware’s attempts to lead innovation rather than compete with the technology giant.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Breaking: VMware officially partners w/ <a href="https://twitter.com/awscloud">@awscloud</a>! Running any app on vSphere-based cloud services just got easier <a href="https://t.co/ZFYuFiReeT">https://t.co/ZFYuFiReeT</a> <a href="https://t.co/yt4XIMqiKe">pic.twitter.com/yt4XIMqiKe</a></p> — VMware (@VMware) <a href="https://twitter.com/VMware/status/786666506457260032">October 13, 2016</a> </blockquote> <h3>Tesco and Unilever fight (and make up again) </h3> <p>Marmite fans were left in despair this week as the famously divisive spread was removed from Tesco’s website, following a dispute with Unilever over wholesale prices.</p> <p>Due to the steep drop in the value of the pound, Unilever wanted to raise its prices by 10%.</p> <p>However, Tesco refused and subsequently removed a range of Unilever products from its website, including PG Tips and Pot Noodle.</p> <p>However, we can now all breathe a sigh of relief.</p> <p>Unilever has since released a statement saying: “We have been working together closely to reach this resolution and ensure our much-loved brands are once again fully available. For all those that missed us, thanks for all the love.”</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">"I can get you Marmite, son. Been collecting it for years. I knew this day would come. But it's gonna cost ya." <a href="https://twitter.com/hashtag/Marmitegate?src=hash">#Marmitegate</a> <a href="https://t.co/HkYQIC18op">pic.twitter.com/HkYQIC18op</a></p> — Paddy Power (@paddypower) <a href="https://twitter.com/paddypower/status/786505332147179521">October 13, 2016</a> </blockquote> <h3>Facebook introduces Workplace tool</h3> <p>This week, it was announced that Workplace by Facebook will be opened up to any organization or business that wants to use it.</p> <p>Formerly known as Facebook at Work, the enterprise tool is essentially a rival to Slack, allowing employees to communicate with each other outside the realms of company email.</p> <p>So far, the likes of Danone, Starbucks and Oxfam have all signed up.</p> <p><img src="https://assets.econsultancy.com/images/0008/0388/Workplace_by_Facebook.PNG" alt="" width="550" height="450"></p> <h3>Samsung set to lose $5.4bn over Galaxy Note 7 recall</h3> <p>Since the Galaxy Note 7 was recalled last month after reports of battery fires, Samsung has announced the total cost of pulling the device off the market will be at least $5.4bn.</p> <p>The company had already lowered its third-quarter profit guidance by $2.3bn, but it is now expected to take an additional hit of $3bn.</p> <p>Meanwhile, hotly anticipated sales figures of rival device, the iPhone 7, are set to be released on 25th October.</p> <h3>Amazon launches new competitor to Spotify and Apple Music</h3> <p>Amazon Music Unlimited is the latest player in the music streaming market.</p> <p>Set to initially launch in the US, it will cost $9.99 per month – the same as Spotify.</p> <p>However, Amazon Prime customers will be able to subscribe for $7.99, while owners of the Amazon Echo can get the service for just $3.99. </p> <p>The only catch with the Amazon Echo deal is that users can only stream using this device.</p> <p><img src="https://assets.econsultancy.com/images/0008/0389/Amazon_music_unlimited.PNG" alt="" width="650" height="352"></p> <h3>Snapchat sets its sights on UK advertisers</h3> <p>Claire Valoti, GM of Snap Inc. in the UK has emphasised the platform’s potential for mobile ads, suggesting that the popularity of brand lenses means that “people are playing with advertising”.</p> <p>A few months ago, Snapchat announced the roll out of an API - an interface that will allow third-party partners to programmatically trade snap ads. </p> <p>Though it is not yet clear whether any programs are underway in the UK, it marks a significant development in the relationship between Snapchat and agencies.</p> <p>A lack of investment from advertisers has so far been put down to a lack of data and inconsistency in branded content guidelines.</p> <h3>Instagram app is now available for Windows 10</h3> <p>An official Instagram app for Windows 10 has just been released.</p> <p>Following on from the launch of the app for mobile in April, Windows 10 users can now access the social network on desktop PCs and tablets.</p> <p>However, despite the inclusion of regular features like Instagram Stories, Explore and direct messaging, the app won’t work on devices without a touchscreen or rear-facing camera.</p> <p>But hey, they can still thank themselves lucky - there's still no sign of an app for iPads. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Today, Windows 10 tablets get the entire Instagram experience — including Instagram Stories. <a href="https://t.co/6h4WahK6Iu">https://t.co/6h4WahK6Iu</a> <a href="https://t.co/tMh2h5drxJ">pic.twitter.com/tMh2h5drxJ</a></p> — Instagram (@instagram) <a href="https://twitter.com/instagram/status/786727830176591873">October 14, 2016</a> </blockquote> tag:econsultancy.com,2008:BlogPost/68402 2016-10-13T09:38:18+01:00 2016-10-13T09:38:18+01:00 Boss life: How Avon is rebranding to target a new generation Nikki Gilliland <p>Aiming to shed the antiquated image of the old ‘Avon Lady’, it is not only targeting consumers of the make-up brand, but a new generation of potential reps. </p> <p>Here’s a closer look at the campaign as well as why it could be make or break for the brand.</p> <h3>A focus on recruitment rather than sales</h3> <p>While most beauty brands use marketing to increase product sales, Avon is using its new campaign to highlight its direct-sales model and to drive recruitment for the company.</p> <p>The campaign is centred around an advert set to the Gloria Gaynor hit, ‘I Will Survive’. </p> <p>However, this time, the song has been re-worked to fit the theme of entrepreneurial freedom and flexibility. </p> <p><iframe src="https://www.youtube.com/embed/KWbWJ8xweUg?wmode=transparent" width="854" height="480"></iframe></p> <p>Highlighting the positive results of stepping away from a dull office role into life as an Avon representative, the chorus is replaced with the lyrics: “I’m a boss”.</p> <p>While the ad comes across as slightly cheesy, it does succeed in getting the message across. </p> <p>With sales of Avon products <a href="http://fortune.com/2015/12/17/avon-us-decline/" target="_blank">rapidly declining from 2007 to 2014</a> (see below graph), its first major campaign since being sold to private equity firm Cerberus needed to be bold. </p> <p><img src="https://assets.econsultancy.com/images/0008/0120/Avon_sales.JPG" alt="" width="707" height="474"></p> <p>What’s more, it needed to shake off the idea that being an Avon lady is old fashioned or a role reserved for middle class suburbia.</p> <p>With the rise of the contingent workforce, as well as brands like Uber and <a href="https://econsultancy.com/blog/68225-10-examples-of-great-airbnb-marketing-creative/" target="_blank">Airbnb capitalising on the 'experience-hungry' consumer</a>, it is hoping to follow suit and target a younger generation with a greater desire for flexible work.</p> <h3>Using mobile-optimised video</h3> <p>So, we can see who Avon is trying to target, but how exactly is the brand doing it?</p> <p>Alongside traditional broadcast, print, radio and digital efforts, the campaign is heavily focused on mobile, with video ads being optimised for smartphones and used for pre-roll advertising.</p> <p>This appears to be a deliberate attempt to target fans of beauty bloggers and vloggers.</p> <p>With <a href="http://tubularinsights.com/millennials-ensure-46-percent-video-consumed-via-mobile/" target="_blank">46% of video now being consumed on mobile</a>, Avon is hoping to engage with consumers using the <a href="https://econsultancy.com/blog/67884-seven-ways-social-media-is-shaping-the-beauty-industry/" target="_blank">social channels they feel most comfortable on</a>.  </p> <p>The campaign will further roll out in the coming months, with dedicated Snapchat filters and other digital components.</p> <p>That being said, Avon is keen to show that it’s not only going after millennials.</p> <p>Further to the main ad, the campaign also includes promotional videos featuring real-life Avon representatives, including a mother, student and even a couple that has made their living from the brand. </p> <p><iframe src="https://www.youtube.com/embed/vQxkMXXXAYA?wmode=transparent" width="854" height="480"></iframe></p> <h3>Will it reinvent the brand?</h3> <p>While Avon’s latest campaign marks a new narrative for the brand, it remains to be seen whether it’ll help reverse its previous fortunes.</p> <p>After all, its decline wasn’t only down to a lack of new recruits.</p> <p>A lack of digital innovation has often been cited as one of the biggest factors, with both its ecommerce site and software to help reps move online failing to take off.</p> <p>With competitors like <a href="https://econsultancy.com/blog/67095-how-birchbox-engages-customers-with-personalisation-that-disappears/">Birchbox</a> and Sephora putting digital at the very heart of their business models, it’s no surprise that Avon struggled to keep pace.</p> <p>Now hoping to strike a balance between direct-sales and ecommerce, its new campaign is definitely a step in the right direction. </p> <p>Whether or not consumers will be more receptive than before remains to be seen.</p>