tag:econsultancy.com,2008:/topics/social Latest Social content from Econsultancy 2016-08-26T10:57:13+01:00 tag:econsultancy.com,2008:BlogPost/68233 2016-08-26T10:57:13+01:00 2016-08-26T10:57:13+01:00 All the digital news stories you missed this week Ben Davis <h3>Google announces changes to mobile search</h3> <p>Google is removing the 'mobile friendly' label from mobile search results in order to declutter the page.</p> <p><a href="https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html">The search company said</a> that 85% of pages now comply with <a href="https://econsultancy.com/blog/66141-six-thoughts-on-google-s-mobile-friendly-search-announcement/">mobile-friendly criteria</a>, chiefly, no need to zoom in to read text and links far enough apart to be easily tapped.</p> <p>Google also announced that as of January 2017, interstitials that obscure mobile pages will be a factor that negatively impacts ranking.</p> <p>Exceptions include login dialogues, legal messages (e.g. cookies) and smaller banners (e.g. subtly promoting app download). </p> <p><img src="https://assets.econsultancy.com/images/0007/8469/Screen_Shot_2016-08-26_at_09.56.40.png" alt="google interstitials advice" width="615" height="518"></p> <h3>WhatsApp adverts are coming</h3> <p><a href="https://blog.whatsapp.com/10000627/Looking-ahead-for-WhatsApp">WhatsApp has updated its terms and privacy policy</a>, with two headline announcements.</p> <p>Firstly, WhatsApp will be sharing phone numbers with Facebook, unless users opt out. This will be used to improve friend suggestions and ads on Facebook.</p> <p>Secondly, WhatsApp is to allow businesses to message its users.</p> <p>This is intially intended to be used for informational messages (often sent by SMS), such as notifications about flights, but will eventually include marketing messages.</p> <h3>BuzzFeed restructures </h3> <p>BuzzFeed has split into BuzzFeed News and the newly-created BuzzFeed Entertainment Group (BFEG).</p> <p>Press coverage has made much of the fact that the restructure is intended to enable the prioritisation of video (where BuzzFeed makes money via Facebook ads), without compromising news.</p> <p>Mashable is one publisher that has previously laid off news team staff to make way for more video.</p> <p><img src="https://assets.econsultancy.com/images/0007/8470/Screen_Shot_2016-08-26_at_10.07.23.png" alt="buzzfeed news" width="615" height="335"></p> <h3>Tesco offers same-day <a href="https://econsultancy.com/blog/66389-what-does-the-ideal-click-and-collect-service-look-like/">click-and-collect</a> groceries</h3> <p style="font-weight: normal;"><a href="http://www.tesco.com/collect/#faq">Tesco is offering the service</a> at 261 stores in the UK, charging £2 Monday to Thursday and £3 for Friday and Saturday.</p> <p style="font-weight: normal;">Customers will be required to place orders before 1pm and collect after 4pm.</p> <h3>Introducing Amazon Vehicles</h3> <p>August 25, Amazon launched Amazon Vehicles, 'a car research destination and automotive community that makes it easy for customers to get the information they need when shopping for vehicles, parts, and accessories'.</p> <p>Customers won't be able to buy cars directly through the service, but it will enable them to:</p> <ul> <li>Research.</li> <li>Read and post reviews, including photos and video.</li> <li>Add information about their current car to receive recommendations.</li> </ul> <p>Amazon already had an automotive category, but this goes one step further. <a href="https://www.amazon.com/b?node=10677469011">Go check it out</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/8467/Screen_Shot_2016-08-26_at_09.16.24.png" alt="amazon vehicles" width="615" height="316"></p> <h3>nuTonomy becomes first to offer autonomous taxi rides</h3> <p>In last week's news roundup, we reported that Uber's surprise announcement of an autonomous vehicle trial in Pittsburgh would see it become the world's first.</p> <p>But nuTonomy, founded by two MIT researchers, has jumped ahead in Singapore, having already offered such a service this week.</p> <p><img src="https://assets.econsultancy.com/images/0007/8471/Screen_Shot_2016-08-26_at_10.15.17.png" alt="nutonomy" width="615" height="319"></p> <h3>WPP has bumper six months, remains cautious</h3> <p>Despite very good global results over the past six months, Martin Sorrell (headlining this year's <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">Festival of Marketing</a>) warned that uncertainty around article 50 and the triggering of Brexit is going to affect the ad business.</p> <p>Headline profits were up 10% to £769m, with global revenue of £6.5bn in the six months to the end of June (partly explained by ad spend over a big sporting summer and the US election).</p> <p>Business slowed in the second quarter in the UK, a wobble that preceded the Brexit vote.</p> <h3>Amazon planning more click-and-collect groceries</h3> <p>Last year it was revealed Amazon was planning to open a click-and-collect warehouse for groceries in Sunnyvale, now <a href="http://www.bizjournals.com/sanjose/news/2016/05/16/exclusive-amazon-planning-second-drive-up-grocery.html">plans are also afoot</a> in San Carlos.</p> <p>With Amazon Fresh continuing to expand, it seems the company is intent on providing quick, timed fulfillment in any way it can, creating convenience for customers.</p> <h3>Uber launches Scheduled Rides </h3> <p>The service allows one to book an Uber up to a month in advance. A soft launch in the US has been followed by a rollout to business users in London yesterday.</p> <p>All Uber users will get access to the feature over the coming months.</p> <h3>UBS creates digital currency</h3> <p>UBS has developed a digital currency using blockchain technology and four banks have jumped aboard.</p> <p>Deutsche Bank, Santander, BNY Mellon and ICAP have all joined the development of the so-called Utility Coin.</p> <p>It's thought that the currency's use in security and currency trading will lead to cost savings and improved security.</p> tag:econsultancy.com,2008:BlogPost/68217 2016-08-26T10:27:45+01:00 2016-08-26T10:27:45+01:00 Pret a Manger teams up with Bosh to create recipe video Nikki Gilliland <h3>Reflection of veggie pop-up success</h3> <p>Bosh is a cooking channel that focuses on plant-based recipes. </p> <p>While it’s nowhere near as big as Buzzfeed Food (or Tasty in the US), its short and stylish videos have garnered a steady stream of fans – both veggie and otherwise.</p> <p>With its focus on fast and freshly-made food, the collaboration makes sense for Pret, and helps to cement the success of its summer veggie pop-up. </p> <p>As my colleague Ben <a href="https://econsultancy.com/blog/67960-eight-ways-veggie-pret-innovated-pop-up-retail-strategy/" target="_blank">recently explained</a>, the innovative and customer-centric approach of its experiment turned out to be a hit with both loyal and new visitors.</p> <p>Choosing a vegetarian Chef’s Special and a veggie cooking channel as its first real foray into recipe videos – there’s no denying Pret’s celebration of this meat-free trend.</p> <p><a href="https://www.facebook.com/boshtv/?fref=ts" target="_blank"><img src="https://assets.econsultancy.com/images/0007/8336/bosh.JPG" alt="" width="449" height="604"></a></p> <h3>Value exchange for consumers</h3> <p>Video is one platform that offers a direct <a href="https://econsultancy.com/blog/68044-millennials-don-t-hate-advertising-it-s-all-about-the-value-exchange/" target="_blank">value exchange</a>. </p> <p>By releasing a video on a plant-based channel, it is clearly a nod to customers who have supported Pret’s pop-up, but more than that, it’s a chance for the brand to enter into a new domain.</p> <p>With its on-the-go nature, Pret is a brand that starts and stops outside of the home.</p> <p>So, a recipe video is a chance to reach consumers in their own kitchens, enabling them to engage on a more intimate level. </p> <p>Although Pret has released videos of ‘smoothie recipes’ in the past, they merely pointed viewers to a list of ingredients on the Pret website.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fpretamanger%2Fvideos%2F1163733670308442%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p>This time, as well as being in collaboration with another channel, the videos are longer and do not require the viewer to leave the platform.</p> <p>It is interesting to note that there is minimal branding, with the only sign being a Pret green juice placed in the background.</p> <p>This was a clever move by both Pret and Bosh, as it means that even naysayers of the brand are likely to watch and enjoy. </p> <h3>Other brands creating recipe videos</h3> <p>Garnering over a million views, the Pret video has been the biggest success for Bosh so far. </p> <p>However, it’s not the only brand to appear on the channel – London restaurant Mildred’s also teamed up with the site for a video on peanut butter brownies.</p> <p><a href="https://www.facebook.com/boshtv/videos/1044861408925692/" target="_blank"><img src="https://assets.econsultancy.com/images/0007/8337/Bosh_2.JPG" alt="" width="451" height="576"></a></p> <p>In terms of the industry, Bosh is a relatively new player in the world of recipe video sites.</p> <p>From Buzzfeed Tasty to Tastemade, there is an expanding collection out there following a very similar formula.</p> <p>Typically using stop-motion footage shot from overhead, and including fast and simple recipes - they are perfectly aligned to <a href="https://econsultancy.com/blog/67442-how-to-create-facebook-video-ads-that-cater-for-silent-autoplay/" target="_blank">how people consumer content on social media</a>.</p> <p>Unsurprisingly, sites like Buzzfeed Tasty feature brands on a regular basis, such as the below recipe which includes US brand Triscuit as a main ingredient. </p> <p><a href="https://www.facebook.com/buzzfeedtasty/videos/1714102505509058/" target="_blank"><img src="https://assets.econsultancy.com/images/0007/8338/Tasty.JPG" alt="" width="451" height="598"></a></p> <p>With this video garnering an incredible 23m views, there’s no denying the popularity of Buzzfeed’s formula (with or without brand inclusion). </p> <p>As the likes of Pret experiment with this trend, we could see even more UK brands jump on the recipe video bandwagon.  </p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/training/courses/video-marketing-strategies"><em>Video Marketing Strategy Training</em></a></li> <li><a href="https://econsultancy.com/blog/67638-seven-tips-for-driving-an-emotional-response-to-video-marketing/"><em>Seven tips for driving an emotional response to video marketing</em></a></li> </ul> tag:econsultancy.com,2008:Report/3008 2016-08-24T09:35:00+01:00 2016-08-24T09:35:00+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/68208 2016-08-23T09:43:25+01:00 2016-08-23T09:43:25+01:00 Chatbots: Are they better without the chat? Ben Davis <p>Kik is a bot platform, which obviously makes Livingston best placed to make an authoritative assertion on the subject.</p> <p>Here, he adds some more context to the idea of conversation as a red herring:</p> <p>"I believe we’ll look back on the early emphasis on 'conversational commerce' as a mistake.</p> <p>"Part of the misfire with the conversational aspect of bots has to do with the fact that natural language processing and <a href="https://econsultancy.com/reports/marketing-in-the-age-of-artificial-intelligence/">artificial intelligence</a> are not yet accomplished at managing human-like conversations."</p> <p>So, it's not only users not wanting to think, but bots that are unable to (at least with the requisite accuracy).</p> <p>Poncho the Weathercat is often cited as a typical chatbot that, whilst it often works, can make for frustrating conversations.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Poncho the weathercat is no Gerald or Joan! <a href="https://t.co/LfWc7yedgu">pic.twitter.com/LfWc7yedgu</a></p> — Shane O Leary (@shaneoleary1) <a href="https://twitter.com/shaneoleary1/status/720216406567100416">April 13, 2016</a> </blockquote> <h3>The WeChat template </h3> <p>In his blog post, Livingston enumerates the advantages of messaging platforms and bots.</p> <p>They include: </p> <ul> <li> <strong>Less friction</strong> - one interface to master, a single download and sign-up.</li> <li> <strong>Discovery</strong> - more sharing of bots, through their inclusion in conversations between friends.</li> <li> <strong>Consolidation</strong> - fewer apps.</li> <li> <strong>Messaging as front door</strong> - services within a messenger, not vice versa. </li> </ul> <p>These are all characteristics of <a href="https://econsultancy.com/blog/67490-10-things-you-didn-t-know-about-wechat">WeChat</a>.</p> <p><a href="https://econsultancy.com/blog/67545-10-practical-uses-for-qr-codes-in-china/">QR codes aid quick discovery</a>. WeChat public accounts (essentially messenger bots) have proliferated rapidly (there are over 10m) and <a href="http://walkthechat.com/wechat-2016-data-shows-growing-user-engagement/">40% of WeChat users</a> read content from public accounts daily.</p> <p>Mobile payment is also growing, as a service within Wechat.</p> <p>Peer-to-peer payment is one of the most used features - WePay popularity has surpassed Alipay (46% use WePay compared to 31% Alipay) in part because of the interface and this social element.</p> <p>It should be noted that WeChat public accounts, much like the later iterations of Facebook Messenger bots, include menus that further reduce friction when interacting in the messenger channel.</p> <p><em>QR codes allow access to public accounts.</em></p> <p><img src="https://assets.econsultancy.com/images/0007/2217/klm_qr.jpg" alt="wechat qr" width="300"></p> <h3>So, where do chatbots work well?</h3> <p>WalkTheChat provides <a href="http://walkthechat.com/are-wechat-chat-bots-good/">a nice summary</a> of challenges that chatbots are best suited for:</p> <p><strong>Narrow scope:</strong> Until artificial intelligence improves dramatically, responses are ultimately tied to decision trees, so a bot must occupy a niche, in order to provide accurate answers.</p> <p><strong>Wide range of inputs:</strong> If input range is narrow (e.g. ecommerce, where form fields are satisfactory), chatbots will only serve to make the experience more drawn out. Chatbots work best when the questions users could ask are manyfold.</p> <p><strong>Constantly evolving output:</strong> User inputs can be analysed in order to constantly improve output. This makes chatbots very useful in customer service situations, if given time to develop. The Alibaba chatbot allows a mixture of free input and multiple choice (often used to clarify input).</p> <h3>Conclusion</h3> <p><a href="http://walkthechat.com/5-wechat-accounts-using-artificial-intelligence/">More sophisticated AI</a> is creeping into chatbots, but until then, marketers should heed Ted Livingston's comments.</p> <p>Experimenting with chatbots is all about failing fast and being well-positioned to take advantage when the technology takes off.</p> <p>However, marketers shouldn't lose sight of what the user wants - experiences that are improved via messenger.</p> <p>The novelty factor is not enough to sustain usage of a service that isn't quicker or easier than existing solutions.</p> <p>So, what's the perfect use case for your business?</p> tag:econsultancy.com,2008:BlogPost/68207 2016-08-19T14:27:00+01:00 2016-08-19T14:27:00+01:00 The 10 greatest digital marketing stats we've seen this week Nikki Gilliland <p>As always, you’ll find further insight in the <a href="https://econsultancy.com/reports/internet-statistics-compendium">Internet Statistics Compendium.</a></p> <h3>Half of UK retailers are struggling to connect in-store and online</h3> <p>According to research from RetailMeNot, 59% of retailers cite a lack of visibility across channels as the biggest challenge they face today.</p> <p>Despite 92% of large retailers selling online, nearly two-fifths are still failing to provide consistent pricing across the board.</p> <p>With the recognition that a more consistent experience is needed, 42% of businesses are said to be restructuring in order to integrate in-store and online teams. </p> <h3>27% of consumers display no brand loyalty</h3> <p>A <a href="http://dma.org.uk/infographic/talking-the-consumers-language-retail-infographic" target="_blank">new infographic</a> from the DMA has highlighted the four different types of loyalty that consumers feel towards brands.</p> <p>While 40% of consumers are ‘active loyals’, i.e. people who stay loyal to brands for both special and routine purchases, 27% are ‘active disloyals’ – displaying no brand loyalty at all.</p> <p>In general, disloyalty is said to increase with the value of items, meaning that consumers are more likely to shop around for expensive products like technology and furniture.</p> <p><img src="https://assets.econsultancy.com/images/0007/8275/brand_loyalty.JPG" alt="" width="574" height="384"></p> <h3>Twitter suspends 235,000 accounts in six months</h3> <p>Twitter has announced that it has suspended 235,000 accounts in the past six months due to violation of its policies relating to terrorism and the threat of violence.</p> <p>With 313m monthly active users, Twitter is struggling to control the amount of terrorism-linked accounts on its platform. </p> <p>Daily suspensions on the platform are up 80% on the previous year, bringing the overall number of suspensions since the middle of 2015 to 360,000 in total.</p> <h3>A third of people use only their mobile to make purchasing decisions</h3> <p>Research by xAd has highlighted how crucial mobile is in the path to purchase. </p> <p>In a survey of 1,500 consumers, 39% cited a smartphone as the most important tool used to research a product.</p> <p>What’s more, 29% admitted that it was the only tool they used to make a purchasing decision.</p> <p>With 56% of consumers buying immediately or within the hour after researching, the ‘always on’ nature of mobile means that marketers need to place more focus on engaging consumers in the right time and place. </p> <p><img src="https://assets.econsultancy.com/images/0007/8274/mobile_purchasing.JPG" alt="" width="755" height="414"></p> <h3>Failure to achieve targets is top reason for SEO agency terminations</h3> <p>According to a <a href="https://artios.io/why-seo-agencies-really-get-fired/" target="_self">study by Artios</a>, the biggest cause of businesses dropping SEO agencies is a failure to hit long-term targets, with this accounting for 29% of all terminations.</p> <p>25% of terminations are said to be due to a lack of transparency around methods, closely followed by out-dated SEO techniques causing 15% of dismissals. </p> <p>The study also found the longer the relationship, the more mutual the ending - after three or more years, ‘friendly terminations’ are the most common parting of ways.</p> <p><img src="https://assets.econsultancy.com/images/0007/8276/SEO.jpg" alt="" width="780" height="239"></p> <h3>Visits to online retail sites up 2.6% this back-to-school season</h3> <p>Data from Hitwise, a division of Connexity, has found that the 2016 back to school season has been the biggest ever for the top online retail sites.</p> <p>Compared to the same time last year, visits were up 2.6% in the run up to August 13th, equating to around 100m more online shopping visits so far.</p> <p>Hitwise also revealed the hottest products for kids, with the most sought after including Pokémon backpacks, the iPad Pro and Yeezy trainers.</p> <h3>Heavy discounting leads to highest online sales growth in 20 months</h3> <p>Figures from the IMRG Capgemini eRetail Sales Index show that online sales grew +19% year-on-year in July, making it the highest yearly growth since November 2014.</p> <p>Heavy discounting from retailers across the board is said to have contributed to the surge, with the average basket value of goods purchased online falling from £80.52 to £78.39 in a single month.</p> <p>Out of the best-performing categories, clothing and home and garden came out on top, with a period of sunny weather encouraging us to spend online. </p> <h3>35% of organisations believe technology is key to understanding customers </h3> <p>Our latest report, <a href="https://econsultancy.com/reports/secrets-of-elite-analytics-practices/" target="_blank">Secrets of Elite Analytics Practices</a>, delves into the relationship between customer analytics and business results. </p> <p>The research found that organisations of all maturity levels agree technology is a massive contributing factor for success. </p> <p>When asked what they believe has had the greatest impact on better understanding customers, companies with both elite and average analytics capabilities cited having the right technologies for data collection and analysis.</p> <p><img src="https://assets.econsultancy.com/images/0007/8281/analytics_practices.JPG" alt="" width="699" height="595"></p> <h3>High-performance ads deliver an average of 180% ROI</h3> <p>Analysis by <a href="http://www.warc.com/Pages/ROI/ROIHome.aspx" target="_blank">Warc</a> has shown that the average profit from high-performing advertising is 1.8 times the initial investment. </p> <p>This data comes from the Warc database which includes figures calculated within the first year of a campaign.</p> <p>As a result, it does not take into account the long-term return, with the total predicted to be much higher as time goes on.</p> <p>In fact, the long-term payback is said to be twice as high as the short-term.</p> <h3>China predicted to become the world’s biggest retail market</h3> <p>It is already the largest in terms of ecommerce, but according to eMarketer, China is set to surpass the US to become the single biggest retail market in the world. </p> <p>Research suggests that total sales will increase 13% to reach $4.886 trillion in 2016. In comparison the US is set to grow at just 2.6% to reach $4.823 trillion.</p> <p>Over the next four years, this gap will widen even further, as China’s retail sales value is forecast to stand at $7.086 trillion by 2020.</p> tag:econsultancy.com,2008:BlogPost/68193 2016-08-19T11:58:17+01:00 2016-08-19T11:58:17+01:00 How service providers are using social to connect with customers Tamara Littleton <p>They often lack the emotional spark that we get with brands – what makes us care about the latest news?</p> <p>Apart from being a place that we need to visit from time-to-time, what value can the shopping centre bring to customers? What does a facility have to say on social media?</p> <p>Although it may not seem like it, there are ways that these service providers can create and share engaging content online. </p> <h3>Creating a emotional resonance</h3> <p>When travelling, people often have airline preferences, but the airport we fly from is usually dictated by convenience and necessity. It’s just somewhere we have to go. </p> <p>How do major transport hubs transform themselves from something that we tolerate, and therefore don’t care much about engaging with, into an experience that we remember and want to share?</p> <p>How do they keep us engaged and exited to come back?</p> <p><a href="https://econsultancy.com/blog/67838-heathrow-airport-s-route-to-digital-transformation/">Heathrow</a> does this by tying its brand identity into the national consciousness. This June it celebrated its 70th birthday by sharing the work of its resident photographer.</p> <p><iframe src="https://www.youtube.com/embed/qzsswi3mhrw?wmode=transparent" width="640" height="360"></iframe></p> <p>By recognising these moments, Heathrow solidifies itself in the national consciousness.</p> <p>People may not care that an airport is 70, but they do care about that moment the Beatles stepped off the plane.</p> <p>Heathrow continued this theme in July when it launched its first TV ad, which was filmed from the perspective of a little girl making her first visit to the airport.</p> <p><iframe src="https://www.youtube.com/embed/lMaV1VBnDr0?wmode=transparent" width="640" height="360"></iframe></p> <p>Heathrow has started to tell stories over social media, and this is where the true emotional resonance lies.</p> <p>The airport has realised that social media can be a powerful tool for storytelling, especially when it’s the customer telling the story.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Win a glass of fizz, a <a href="https://twitter.com/PlaneFood">@PlaneFood</a> picnic, or a £100 <a href="https://twitter.com/GordonRamsayGRP">@GordonRamsayGRP</a> voucher: <a href="https://t.co/iLZ4kvtMRV">https://t.co/iLZ4kvtMRV</a> <a href="https://twitter.com/hashtag/LHR70?src=hash">#LHR70</a> <a href="https://t.co/hwetnXYJEI">pic.twitter.com/hwetnXYJEI</a></p> — Heathrow Airport (@HeathrowAirport) <a href="https://twitter.com/HeathrowAirport/status/750641853582618624">July 6, 2016</a> </blockquote> <h3>Sharing experiences</h3> <p>There’s no real reason for people to chat with a facility on social media. Yes, they may have the odd “when do you open?” type question, but other than that, what is there to say?</p> <p>But social media is a vital tool for service providers – it can help bring people in, to encourage them to make the trek to the Apple Store in Westfield, rather than the one in Covent Garden.</p> <p>Having a collection of popular stores and brands under one roof isn’t enough to pull people in, and malls like Westfield know this.</p> <p>To compete with the lure of central London and its many attractions, Westfield has to create an experience out of shopping.</p> <p>It uses Facebook to promote pop-up stores and experiences – things that people have to hurry to see before its time runs out.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fwestfieldlondon%2Fposts%2F10153637602542036&amp;width=500" width="500" height="536"></iframe></p> <p>Westfield is an experience provider, not just a big building with a lot of shops.</p> <p>It uses social media to remind people of that through events, showing them that it’s worth paying a visit because you never know what will be going on.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Today's blast from the past: <a href="https://twitter.com/hashtag/TBT?src=hash">#TBT</a> to 2012 when Niall &amp; Liam <a href="https://twitter.com/onedirection">@onedirection</a> gave you a surprise performance in-centre! <a href="https://t.co/oQFBErMrTh">pic.twitter.com/oQFBErMrTh</a></p> — Westfield London (@westfieldlondon) <a href="https://twitter.com/westfieldlondon/status/760530966058299392">August 2, 2016</a> </blockquote> <h3>Finding focus</h3> <p>ODEON’s Leicester Square cinema is one of the most famous in the country and is often host to red carpet events.</p> <p>People expect a special experience when they visit, and it’s important that its social media presences reflect that.</p> <p>But the films it promotes change from one week to the next, depending on what the hot new film is.</p> <p>One week it could be Ghostbusters, the next it’s the latest Bourne movie.</p> <p>The <a title="@ODEONLSq " href="https://twitter.com/ODEONLSq">@ODEONLSq</a> account changes its Twitter profile picture to promote each new movie as it comes along. The focus isn’t on one particular brand, but in celebrating movies in general.</p> <p>People follow the account because they love films. To celebrate this, the account runs ticket giveaways.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">A day like today deserves a comp - RT &amp; tell us your fav apocalyptic film using <a href="https://twitter.com/hashtag/ODEONLSq?src=hash">#ODEONLSq</a> and win a pair of tkts, ends at midnight</p> — ODEON Leicester Sq (@ODEONLSq) <a href="https://twitter.com/ODEONLSq/status/746288952299106304">June 24, 2016</a> </blockquote> <p>These not only encourage people to engage with the chain’s social posts, but it makes them want to follow and check its social feeds regularly.</p> <p>By giving something away, and asking for very little in return, ODEON clearly understands what its customers appreciate.</p> <p>The social media team understand the importance of cultivating a personality, a voice, that makes people want to chat and participate in events.  </p> <p>It doesn’t shy away from getting in on the social-political commentary, which shows that the brand doesn’t take itself completely seriously, and that it appreciates it’s part of a larger world (one that its followers may want to seek escape from). </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">London's sky looks beautiful today! <a href="https://twitter.com/hashtag/Brexit?src=hash">#Brexit</a> <a href="https://t.co/RVb4TSn5Ro">pic.twitter.com/RVb4TSn5Ro</a></p> — ODEON Leicester Sq (@ODEONLSq) <a href="https://twitter.com/ODEONLSq/status/746284821471694848">June 24, 2016</a> </blockquote> <p>It’s important for any organisation that uses social media to <a href="https://econsultancy.com/blog/67268-how-to-achieve-the-right-tone-of-voice-for-your-brand/">have a defined voice</a>, to be relatable. Cold corporate speak has little place on social.</p> <p>Service providers can use social media to create and enhance the emotional connection that people have with the location by linking it to storytelling and its place people lives.</p> <p>They can create shared experiences and focus on the things that draw people together.</p> <p>It’s not just about posting dry service updates, but creating a community of customers who want to come back.</p> <p><em><strong>Social Media is just one of the topics covered at the <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">Festival of Marketing 2016</a>, which takes place in London on October 5-6.</strong></em></p> tag:econsultancy.com,2008:BlogPost/68204 2016-08-19T10:29:29+01:00 2016-08-19T10:29:29+01:00 All the digital news stories you missed this week Ben Davis <h3>Olympics going well on Snapchat</h3> <p>In the first seven days of the Olympics, 49m unique users viewed content on Snapchat.</p> <p>That's an astonishing number, bearing in mind the platform has 150m daily active users.</p> <p>Live Stories is showing footage from international broadcasters, and Discover includes a channel using BBC, NBC and BuzzFeed created content.</p> <p>This Discover content is exclusive (see a still below from a video with Britain's gold-medalling synchronised divers).</p> <p>Advertisers have been running spots within Discover, with the revenue generated shared between the content creators and Snapchat.</p> <p><img src="https://assets.econsultancy.com/images/0007/8208/IMG_3093.PNG" alt="olympics snapchat" width="300"></p> <h3>Pinterest introduces Promoted Video</h3> <p>Pinterest ads now allow for video. <a href="https://business.pinterest.com/en/blog/introducing-promoted-video">The blog post announcing the move</a> stated that 'In the last year alone, we’ve seen a 60% increase in videos on Pinterest featuring everything from workouts and home projects to hair &amp; beauty tutorials'.</p> <p>Video ads are therefore an increasingly natural fit. Featured Pins sit below the video, for the user to engage with - the video below shows all.</p> <p><iframe src="https://www.youtube.com/embed/k7-6B3erKEk?wmode=transparent" width="560" height="315"></iframe></p> <h3>Tencent now worth more than Alibaba</h3> <p>Tencent (owner of <a href="https://econsultancy.com/blog/67490-10-things-you-didn-t-know-about-wechat/">WeChat</a>) is now China's most valuable tech company.</p> <p>This comes in the wake of promising second quarter results for Tencent, 52% up year-on-year at $5.4bn. Monthly active users (MAUs) on WeChat were up 34% YoY to 806m.</p> <p><a href="http://www.cnbc.com/2016/08/17/tencent-overtakes-alibaba-as-chinas-most-valuable-tech-company-as-wechat-owner-posts-strong-results.html">CNBC reports</a> data from IG showing Tencent's market capitalization at $246bn on Wednesday morning, compared to Alibaba's market capitalization of $242bn. </p> <h3>Pepsi to be first Twitter Stickers partner</h3> <p>Pepsi will get prominence in the Twitter Stickers library across 10 countries as the first sponsor brand, a move that fits nicely with Pepsi's PepsiMoji campaign.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Introducing Promoted <a href="https://twitter.com/hashtag/Stickers?src=hash">#Stickers</a> A fun way to express your brand and engage with consumers! <a href="https://t.co/wIIDHAC0KK">https://t.co/wIIDHAC0KK</a> <a href="https://t.co/usc4HRwrPU">pic.twitter.com/usc4HRwrPU</a></p> — Twitter Advertising (@TwitterAds) <a href="https://twitter.com/TwitterAds/status/765095632185032704">August 15, 2016</a> </blockquote> <h3>Instagram starts rollout of business profiles</h3> <p>Instagram has begun the rollout of the business tools it announced in May, across Europe.</p> <p>Business Profiles feature a 'contact' button so users can connect with brands.</p> <p>The other major feature is Insights, an analytics interface. See the video below for highlights.</p> <p><iframe src="https://player.vimeo.com/video/173675853?title=0&amp;byline=0&amp;portrait=0" width="640" height="360"></iframe></p> <h3>McDonald's was giving out activity trackers in Happy Meals, had to withdraw the toy</h3> <p>As part of McDonald's increasing promotion of a healthy lifestyle (including sponsorship of the Olympics), the restaurant was giving away a pedometer with every Happy Meal.</p> <p>Due to complaints about skin irritation, the product has had to be replaced with a more conventional toy.</p> <p><img src="https://assets.econsultancy.com/images/0007/8196/activity_tracker.jpeg" alt="mcdonald's pedometer happy meals" width="615" height="377"></p> <h3>Nationwide first UK financial services brand to advertise on Snapchat</h3> <p>A-Level results were released yesterday, with <a href="https://econsultancy.com/blog/67682-a-look-inside-nationwide-building-society-s-new-cx-design-lab/">Nationwide</a> seizing the opportunity to promote its FlexStudent account.</p> <p>To do this, Nationwide became the first UK financial services brand to advertise on Snapchat, sponsoring both a Lens and a Geofilter.</p> <p>I'm not exactly a power-user of Snapchat, but below you can see a creepy picture of me pretending to be an ecstatic 18-year-old.</p> <p><img src="https://assets.econsultancy.com/images/0007/8188/IMG_3091.PNG" alt="snapchat nationwide" width="300"></p> <h3>Google Cloud Platform ready for enterprise use</h3> <p>On Tuesday Google <a href="https://cloudplatform.googleblog.com/2016/08/why-Google-Cloud-Platform-is-ready-for-your-enterprise-database-workloads.html">announced</a> that <a href="https://cloud.google.com/">Google Cloud Platform</a> is no longer in beta, and is effectively ready for enterprise use.</p> <p>Database management, machine learning and big data analytics are all now open to brands, putting the big G into Amazon Web Services' territory.</p> <p><img src="https://assets.econsultancy.com/images/0007/8195/Screen_Shot_2016-08-18_at_12.01.23.png" alt="google cloud platform" width="615"></p> <h3>Alipay accelerates push into Europe</h3> <p><a href="http://www.reuters.com/article/us-ingenico-group-alipay-idUSKCN10T0G9">Ingenico Group has signed a deal</a> with Alipay allowing the app to be used across Europe through the Ingenico payment gateway.</p> <p>Alipay has 450m active users. 10m Chinese visited Europe in 2014, with purchasing power of $21bn(!) according to Ingenico.</p> <h3>New Instagram Events channel</h3> <p>Instagram Explore now has a <a href="http://blog.instagram.com/post/149085463737/160817-eventchannels">new video channel called Events</a>, currently available in the US only.</p> <p>The content (sourced from users) will be personalized according to each user's interests and include videos from live events.</p> <p><img src="https://assets.econsultancy.com/images/0007/8214/Screen_Shot_2016-08-18_at_14.39.21.png" alt="instagram events" width="500" height="441"></p> <h3>Cisco cutting 14,000 of 70,000 jobs</h3> <p>The tech beast is pushing into software and the cloud, away from hardware.</p> <h3>Hike valued at $1.4bn</h3> <p>India's Hike messaging app (<a href="https://econsultancy.com/blog/68196-the-latest-messaging-app-unicorn-india-s-hike/">handy introduction here</a>) has announced funding of $175m led by Tencent and Foxconn.</p> <p>This points the apps valuation at $1.4bn.</p> <p><img src="https://assets.econsultancy.com/images/0007/8093/hike-messenger-L.jpg" alt="hike messenger" width="615"></p> <h3>Uber to use 100 self-driving cars in Pittsburgh</h3> <p>CEO Travis Kalanick <a href="http://www.bloomberg.com/news/features/2016-08-18/uber-s-first-self-driving-fleet-arrives-in-pittsburgh-this-month-is06r7on">revealed as such to Bloomberg</a>. Each car will have an engineer to take control where needed and monitor the drive.</p> <p>The rides will be free.</p> tag:econsultancy.com,2008:BlogPost/68046 2016-08-18T14:15:04+01:00 2016-08-18T14:15:04+01:00 Five pioneering examples of how brands are using chatbots Patricio Robles <h3>Sephora</h3> <p>Earlier this year, beauty brand Sephora launched a chatbot on Kik, a popular messaging app.</p> <p>The chatbot prompts Kik users who message it to provide more information about themselves through a quiz, and then offers personalised beauty tips, product recommendations and reviews.</p> <p>In addition, Kik users can purchase products that are referenced in chat without leaving the Kik app.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7478/kiksephora-blog-flyer.png" alt="" width="298" height="529"></p> <p>While Sephora's Kik chatbot obviously can't provide the same kind of experience the company's customers receive in-store, it saw Kik as a natural fit for reaching a key part of its customer base.</p> <p>"Through our partnership with Kik, we saw an opportunity to engage with new and existing clients, particularly with the highly mobile/connected audience of Gen-Z and younger millennials, through a fun, new social platform," the company stated.</p> <h3>Uber</h3> <p>Need a ride? Well if you're among the 1bn people who use Facebook Messenger, then you can hail an Uber using a chatbot within the messaging app.</p> <p>Rides can be requested by starting a conversation with the Uber chatbot, which will also provide status updates.</p> <p>In addition, Uber's integration allows users to request rides from within their Facebook Messenger conversations with other users by clicking on an address.</p> <p><iframe src="https://www.youtube.com/embed/Dj4f1d-EZy4?wmode=transparent" width="560" height="315"></iframe></p> <h3>HealthTap</h3> <p>Chatbot experiences often leave a lot to be desired, and while this will almost certainly improve as AI technology advances, there is an opportunity for services that combine human and computer interaction.</p> <p><iframe src="https://player.vimeo.com/video/162458358" width="640" height="360"></iframe></p> <p>Case in point: Digital health upstart HealthTap allows Facebook Messenger users to connect with more than 100,000 real doctors.</p> <p>But understanding that many of the questions those users might ask have been asked and answered before, the company has added chatbot functionality to its Messenger integration.</p> <p>When users ask a question, 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 doctors.</p> <h3>Bank of America</h3> <p>Bank of America is working with Facebook to build a Messenger chatbot that will "help clients stay connected to their finances whenever and wherever they choose."</p> <p>Initially, the chatbot will provide functionality such as real-time alerts, but it's not hard to imagine a future in which bank chatbots provide customers with access to account data and allow them to perform transactions.</p> <p>In fact, chatbot MyKai - a "banking bot" that is available through Facebook Messenger, Slack, WhatsApp and SMS - already offers that functionality.</p> <p>Developed by Kasisto, a startup spun out of SRI International, which developed the technology behind Siri, the MyKai technology is <a href="http://www.wired.com/2016/06/new-banking-ai-now-chatbots/">already being used by</a> banks like Singapore-based DBS.</p> <p>RBS, <a href="https://www.engadget.com/2016/03/04/rbs-luvo-ai-chat-bot/">which developed its own technology</a>, also plans to put chatbots to work.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7483/mykai-hereswhat2-1-blog-flyer.png" alt="" width="313" height="565"></p> <h3>Pizza Hut</h3> <p>Those with a late night craving no longer have to think twice about picking up the phone to order a hot pie.</p> <p>Pizza Hut, the global restaurant chain that has over 15,000 locations, <a href="http://www.cnet.com/uk/news/pizza-huts-chat-bot-can-take-your-order-on-facebook-and-twitter/">now accepts orders through Facebook Messenger and Twitter chatbots</a>. </p> <p>For Pizza Hut, building chatbots was all about making it as easy as possible for customers to order food.</p> <p>"We are committed to our servicing our customers in the most convenient way and meeting them in the channels they already prefer," Baron Concors, Pizza Hut's Chief Digital Officer, explained.</p> <p>Facebook Messenger users who interact with the company's chatbot will be able to connect their Messenger accounts to their Pizza Hut accounts so that the chatbot will have access to their order history.</p> <p>This enables Pizza Hut to personalise offers and make it easy for customers to quickly reorder their favorite menu items.</p> <p>Rival pizza chain Domino's has also launched its own chatbot. Read <a href="https://econsultancy.com/blog/68184-domino-s-introduces-dom-the-pizza-bot-for-facebook-messenger/">Nikki Gilliland's review to find out more</a>.</p> tag:econsultancy.com,2008:BlogPost/68201 2016-08-18T11:07:58+01:00 2016-08-18T11:07:58+01:00 How HostelWorld uses video to connect with target audience of young travellers Nikki Gilliland <p>While the brand’s eager use of the ‘M’ word might put off some, it’s certainly succeeded in engaging an adventure-seeking generation. </p> <p>Using humour and creativity to great effect, it’s a fine example of a business using video to promote its brand position and strengthen loyalty. Here’s why.</p> <h3>Breaking down stereotypes</h3> <p>Most <a href="https://econsultancy.com/blog/67766-10-examples-of-great-travel-marketing-campaigns/" target="_blank">travel brands</a>, and hostel sites in particular, focus on the low price and convenient locations of budget properties. </p> <p>With the likes of Airbnb promoting an affordable yet still somewhat luxurious offering, HostelWorld has decided to take a different tack, instead choosing to highlight how far modern hostels have come.</p> <p>The brand uses its ad campaigns to show that hostels are no longer the ultimate way to slum it. </p> <p>In its latest video campaign, ‘In Da Hostel with 50 Cent’, HostelWorld parodies MTV Cribs to show that even famous rappers don’t have to sacrifice luxury to enjoy beautiful locations around the world.</p> <p><iframe src="https://www.youtube.com/embed/espJ7oIHezk?wmode=transparent" width="492" height="277"></iframe></p> <p>Cleverly promoting the ‘community vibes’ and ‘mad tight security’ of hostels, it uses tongue-in-cheek humour to break down the stereotypes of old and communicate the appeal of modern hostels. </p> <h3>Tapping into pop culture</h3> <p>With such a distinct target audience, it's no surprise that HostelWorld uses pop culture to connect with consumers.</p> <p>One of its most innovative (and irreverent) campaigns to date is the ‘Youth Hostelling with Chris Eubank’ video, which saw the dreams of many an Alan Partridge fan come true.</p> <p>Based on an episode from nearly 20 years ago, it depicts former boxer Eubank checking into a hostel in all his grandiose glory.</p> <p>With such a niche reference, the video could have tanked, but having garnered nearly 300,000 views to date on YouTube, it seems to have connected with its audience.</p> <p><iframe src="https://www.youtube.com/embed/iGG5OhEcpOQ?wmode=transparent" width="854" height="480"></iframe>  </p> <p><iframe src="https://vine.co/v/ea1r2dj1mDE/embed/simple" width="600" height="600"></iframe></p> <h3>Storytelling &amp; travel culture</h3> <p>HostelWorld’s digital content isn't only made up of viral ads. </p> <p>Filmed by the very same people it aims to target, the brand’s ‘Meet the World’ video series highlights how travel can be a fulfilling and transformative experience.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FHostelworld%2Fvideos%2F10152709453041404%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p>From the world’s biggest tomato fight to London’s hidden gems, it documents its own team’s travel adventures as well as those from the online travel blog and vlog community. </p> <p>Reflecting the notion that young people want to bring back memories rather than souvenirs, it uses personal storytelling to inspire its audience.  </p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FHostelworld%2Fvideos%2F10152933108766404%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p><em><strong>Travel &amp; Tourism is just one of the sectors covered at Econsultancy’s <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">Festival of Marketing 2016</a>, which takes place in London on October 5-6.</strong></em></p> tag:econsultancy.com,2008:BlogPost/68167 2016-08-17T13:58:00+01:00 2016-08-17T13:58:00+01:00 30 brands with excellent social media strategies Ben Davis <p>Here are 30 examples...</p> <h3>1. General Electric</h3> <p style="font-weight: normal;">If we look at GE's latest social media venture, it's a good example of how the brand turns its own work into genuinely inspiring and shareworthy content around science and engineering.</p> <p style="font-weight: normal;">GE has teamed up with filmmaker Sam Cossman, who is descending into the Masaya Volcano, or 'Mouth of Hell', in Nicaragua.</p> <p style="font-weight: normal;">The whole thing is being shared on Snapchat, Instagram and Facebook, as Cossman and the team install sensors that will track a variety of measurements new to science for this volcano.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">We’re gathering data for <a href="https://twitter.com/Predix">@Predix</a> from the “Mouth of Hell” with over 80 sensors. Read more: <a href="https://t.co/Bmb5NcIw7X">https://t.co/Bmb5NcIw7X</a> <a href="https://t.co/ZaFLOQUSX2">pic.twitter.com/ZaFLOQUSX2</a></p> — General Electric (@generalelectric) <a href="https://twitter.com/generalelectric/status/763508556809187328">August 10, 2016</a> </blockquote> <p style="font-weight: normal;"><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FGE%2Fvideos%2F1073948322673461%2F&amp;show_text=1&amp;width=560" width="560" height="457"></iframe></p> <p style="font-weight: normal;">GE publishes a lot of research, as well as educational content, and it does well to translate this to social media at the right level for John Q. Public.</p> <p style="font-weight: normal;">GE's famous <a href="http://6secondscience.tumblr.com/">#6secondscience Vine videos</a> and its beautiful photographs on Instagram are two of the brand's most notable successes on social media.</p> <h3>2. BT</h3> <p>Of all the case studies that prove the ROI of social media, telcos are surely the most compelling.</p> <p>Using social customer service, these companies can deflect costly calls and update customers, pointing them to the right areas of their website or to livechat.</p> <p>It's not just BT, of course, most telcos excel at this. But, I've got some juicy stats on BT, so that's who I've gone with here.</p> <p>Social media customer service deflects 600,000 contacts a year from the phones, resulting in £2m annual savings (2014 figures, so this may have increased).</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7911/screen_shot_2016-08-11_at_09.32.21-blog-flyer.png" alt="btcare twitter" width="470" height="329"></p> <p>Customer use of BT's social channels (such as @BTCare) has had an impact on satisfaction, too.</p> <p>The Net Easy Score (BT’s in-house metric measuring how easy it has been for a customer to interact with the brand) has risen, a key driver of brand loyalty and increased spend. </p> <p>The chart below (from <a href="http://www.ipa.co.uk/document/social-media-helped-bt-cut-costs-and-improve-service-an-ipa-social-works-case-study">an IPA report</a>) shows how those that find it easy to contact the brand will stick with an enquiry for longer.</p> <p><img src="https://assets.econsultancy.com/images/0007/7910/Screen_Shot_2016-08-11_at_09.46.10.png" alt="chart of bt customer churn" width="615"></p> <p>YouTube content is compelling, too, with videos explaining router setup and other tasks that may traditionally be dealt with over the phone.</p> <h3>3. Net-A-Porter &amp; MR PORTER</h3> <p>Perhaps the pre-eminent retailer on social media?</p> <p>2.2m followers on Instagram (plus another c.750,000 for MR PORTER) and c.800,000 on Twitter (230,000 for MP) is respectable enough, but it's the richness of Net-A-Porter's approach that pays dividends. Plenty of content and plenty of engagement.</p> <p>THE EDIT and Journal, the two magazines of Net-A-Porter and MR PORTER respectively, are two of the few examples of genuinely great content created by retail brands.</p> <p>This of course lends itself perfectly to social media, where customers can be drawn in with the promise of more than just a product page or a sale.</p> <p>This is high budget publishing in tandem with commerce, not merely a nod to the term 'brands as publishers'. Just look at the video content the retailer produces.</p> <p><iframe src="https://www.youtube.com/embed/BHqPGSgtJTI?wmode=transparent" width="560" height="315"></iframe></p> <p>But it's not just about a terrific earned social strategy, Net-A-Porter also created <a href="https://econsultancy.com/blog/66405-net-a-porter-launches-its-own-shoppable-social-network-review/">The Net Set</a>, it's own shopping-focused social app and community.</p> <p>Users build their own Love Lists, with the app able to recommend items that match your own uploaded photographs. All products surfaced in the app can be purchased.</p> <p>What really makes the app a success is the ability to follow style icons that also use the network, which creates great demand for anything these icons wear.</p> <p>If items are sold out, those that have favourited the item can be informed when it comes back into stock.</p> <p>This functionality has been incredibly successful and is a much more sophisticated strategy than email blasts based on browsing history.</p> <p><img src="https://assets.econsultancy.com/images/0006/3223/IMG_4445.jpeg" alt="the net set" width="250"></p> <h3>4. Domino's</h3> <p style="font-weight: normal;">When you think of the brands that like to fail fast with new digital technology, Domino's is certainly way out ahead in the fast food market, constantly innovating its mobile experience.</p> <p style="font-weight: normal;">And that ethos extends to social, where the brand's innovations have included <a href="https://econsultancy.com/blog/66445-tweet-to-order-pizza-pr-stunt-or-the-future-of-social/">tweet-to-order</a> and the recently introduced <a href="https://econsultancy.com/blog/68184-domino-s-introduces-dom-the-pizza-bot-for-facebook-messenger/">'DOM The Pizza Bot'</a>, an irreverent little Messenger bot that lets customers order their usual with a couple of clicks in their favourite chat app.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/8016/Dom_Pizza_Bot.PNG" alt="dom the pizza bot" width="615"></p> <p style="font-weight: normal;">Domino's social approach is well-integrated - the brand's <a href="https://econsultancy.com/blog/66793-19-tasty-examples-of-content-marketing-from-the-fast-food-industry/">Pizza Legends campaign</a> allows people to visit the website, create their own ultimate pizza design, then name it and share it on social media.</p> <p style="font-weight: normal;">Other social campaigns include <a href="https://econsultancy.com/blog/9212-domino-s-offers-cheaper-pizza-in-return-for-tweets/">#letsdolunch</a>, which offered cheaper pizza the more people tweeted.</p> <h3>5. L'Oreal</h3> <p>Before we dive into the realm of expensive social campaigns, let's look at a powerful internal use of social media.</p> <p>L'Oreal <a href="https://econsultancy.com/blog/67091-how-l-oreal-uses-social-media-to-increase-employee-engagement/">encourages its staff to use the hashtag #lifeatloreal</a> to showcase the culture of the organisation.</p> <p>The fairly obvious thinking is that this organisational transparency will help with recruitment but also retention, by putting all the perks of the job front and centre.</p> <p>This is an incredibly simple tactic, and one that other brands have adopted, too (see Oracle, Google, Deloitte and many more).</p> <p><img src="https://assets.econsultancy.com/images/0006/8259/Screen_Shot_2015-10-22_at_12.07.55.png" alt="l'oreal instagram" width="615"></p> <p><img src="https://assets.econsultancy.com/images/0006/8260/Screen_Shot_2015-10-22_at_12.09.22.png" alt="life at loreal" width="615"> </p> <h3>6. Dove</h3> <p>An oft-cited example. In an age of social media frippery, Dove's steady and impactful social message stands out as marketing that's more than just marketing.</p> <p>Dove's <a href="http://selfesteem.dove.co.uk/">Self Esteem Project</a> has encompassed various campaigns, from #nolikesneeded to #speakbeautiful.</p> <p><iframe src="https://www.youtube.com/embed/_cncxoJPwBw?wmode=transparent" width="560" height="315"></iframe></p> <p>The latest campaign is <a href="https://econsultancy.com/blog/68127-a-closer-look-at-dove-s-anti-sexism-mybeautymysay-campaign/">#mybeautymysay</a>. Neatly tying in with a summer of sport, digital billboards in North America will broadcast sexist remarks about female athletes that have been made in the media.  </p> <p>As the comments appear, images of the women will start to disappear, and those watching are invited to take a stand.</p> <p>Dove has set up <a href="http://www.dovehaveyoursay.com/">a dedicated hub</a> to allow people to do just that, with users able to click on a sexist quote and automatically send Dove’s protest tweet to the person or company the remark came from.</p> <p><img src="https://assets.econsultancy.com/images/0007/7532/Dove_tweet.PNG" alt="dove social campaign" width="411" height="585"></p> <h3>7. Nike</h3> <p>One could include the sports apparel giant for many reasons, but it's an inspirational Instagram account that really catches the eye.</p> <p>Great videos showcase Nike's athletes but also the dedication needed to succeed.</p> <p>At the moment, there are some particularly good examples involving the US female gynastic team, who are currently centre-stage at the Rio Olympics.</p> <p>Click through to watch the video below. There's a reason the brand has garnered 58.9m followers on the network.</p> <p><a href="https://www.instagram.com/p/BI5ZPfED0a7/?taken-by=nike"><img src="https://assets.econsultancy.com/images/0007/7917/Screen_Shot_2016-08-11_at_10.40.12.png" alt="nike instagram" width="615" height="219"></a></p> <h3>8. KLM</h3> <p>The most recognised social CRM experts in all of B2C marketing? Probably.</p> <p>The airline understands that customers want to be served in the channel they are using, not directed elsewhere.</p> <p>Recent innovations include Messenger integration, one of the first brands to think about <a href="https://econsultancy.com/blog/67697-does-the-rise-of-messaging-apps-mean-brands-need-a-bot-strategy/">bot strategy</a> (see video below).</p> <p><iframe src="https://www.youtube.com/embed/PGLASey3MAE?wmode=transparent" width="560" height="315"></iframe></p> <p>KLM's social customer care <a href="https://econsultancy.com/blog/65752-klm-we-make-25m-per-year-from-social-media/">famously started</a> in the wake of the 2010 Icelandic ash cloud, when many flights were grounded.</p> <p>Response time is regularly the best in the industry and in late 2014, Karlijn Vogel-Meijer told the Festival of Marketing that last click attribution showed $25m had been generated from social media.</p> <p>Furthermore, customers have been able to pay via social media since early 2014. All in all, a committed and innovative brand on social.</p> <h3>9. Paddy Power</h3> <p>Now to what catches the eye on social - risky and humorous content.</p> <p>Whilst many gambling brands take an irreverent tone, Paddy Power is arguably the best at it, and the most risqué.</p> <p>Its posts range from the puerile to the outrageous, but guess what - they get shared an awful lot.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">He's got to go into the referees book for that. <a href="https://t.co/0qTDx26e8a">pic.twitter.com/0qTDx26e8a</a></p> — Paddy Power (@paddypower) <a href="https://twitter.com/paddypower/status/764468795079557120">August 13, 2016</a> </blockquote> <h3>10. Everlane</h3> <p><a href="https://econsultancy.com/blog/68119-how-everlane-is-using-an-exclusive-instagram-account-to-strengthen-customer-loyalty/">We featured Everlane in July</a> of this year. The private <a href="https://www.instagram.com/everlanestudio/?hl=en">@EverlaneStudio</a> Instagram account has c.6,000 followers and accepts more each day.</p> <p>This account is used to test new products, garner feedback and create a feeling of exclusivity for super fans.</p> <p>It's an interesting way of using Instagram - many retailers create their own community platforms, Everlane realised that existing free infrastructure would work just fine.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Our private Instagram account launches on January 25th. Follow EverlaneStudio for a first look at new shoe launches. <a href="https://t.co/aKvUxR7wC1">pic.twitter.com/aKvUxR7wC1</a></p> — Everlane (@Everlane) <a href="https://twitter.com/Everlane/status/689163781516046336">January 18, 2016</a> </blockquote> <h3>11. MADE.COM</h3> <p>Furniture and furnishings is one of those areas of retail that is made (no pun intended) for social media.</p> <p>So it's not particularly remarkable that <a href="https://econsultancy.com/blog/67720-how-made-com-succeeds-on-pinterest/">MADE.COM is using Pinterest well</a>, for example. </p> <p>But MADE.COM's awareness of the role of social and its committment to the channel is notable.</p> <p>MADE.COM is an early adopter of each ad product Instagram rolls out. And it's impressive <a href="https://econsultancy.com/blog/67778-made-com-on-the-value-of-social-commerce/">to hear Hannah Pilpel say</a> that people who came to MADE.COM from organic social had an average order value 4% higher than the site average in Q1 2016.  </p> <p><img src="https://assets.econsultancy.com/images/0007/3741/Screen_Shot_2016-04-07_at_12.13.16.png" alt="made.com pinterest" width="600"></p> <p>MADE.COM knows how to capitalise on the consumer longing for a designer sofa, or the longing for everybody to know you have a designer sofa.</p> <p>The retailer incentivises customers to send in a snap of their purchase - if it gets featured, the customer gets a voucher.</p> <p>And it's not just sourcing user-generated content, MADE.COM created its own social network as early as July 2014.</p> <p>MADE Unboxed lets you see other people's homes with their purchases in situ.</p> <p>You can even check them out by viewing a map of your area, and once you've found pieces you like, you can click through to view the product or email your fellow Unboxed user to ask them a question.</p> <p>Hannah Pilpel comments that dwell times on the site are over 3x higher for those visitors that use Unboxed.</p> <p>And the average order value for these customers was up 16% on the site average in Q1 2016. It's all about providing a greater experience for your most loyal fans.</p> <p><img src="https://assets.econsultancy.com/images/0007/8025/Screen_Shot_2016-08-13_at_18.55.06.png" alt="made unboxed" width="615" height="364"></p> <h3>12. Coca-Cola  </h3> <p>Coke TV is the most recent demonstration of Coca-Cola's understanding of online video and influencers.</p> <p>The UK-based channel features YouTubers Doddy and Manny.</p> <p>The respective audiences of the pair have obviously followed them over to this new channel, because audience numbers are surprisingly large for each weekly video (routinely over 200,000).</p> <p>I've seen articles online decrying the dumbed down content that these partnerships can create, but perhaps these analysts don't understand that the viewers have developed a connection with the presenters over time - this kind of connection is hard to put a value on.</p> <p><iframe src="https://www.youtube.com/embed/6UoC5YyEKuU?wmode=transparent" width="560" height="315"></iframe></p> <p>Plenty of Coke is drunk throughout the series, from lovely glass bottles. The campaign already feels like a successful bit of content marketing.</p> <p>Of course, with such a big multinational, there are many other campaigns worth mentioning here, not least the Share a Coke packaging, which has been incredibly successful in encouraging social sharing.</p> <h3>13. Innocent </h3> <p>Well documented as the original <a href="https://econsultancy.com/blog/67434-four-brands-with-a-brilliantly-funny-tone-of-voice/">crazy tone of voice</a> on social media (and packaging).</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Brands are always trying to sell you stuff during the day. <br>But not us.<br>Not us.<a href="https://twitter.com/hashtag/NightMarketing?src=hash">#NightMarketing</a> <a href="https://t.co/dYIsWqhFwi">pic.twitter.com/dYIsWqhFwi</a></p> — innocent drinks (@innocent) <a href="https://twitter.com/innocent/status/760948597814915072">August 3, 2016</a> </blockquote> <h3>14. Kim Kardashian</h3> <p>Bear with me for a moment. My colleague Bola Awoniyi wrote <a href="https://econsultancy.com/blog/67633-the-social-strategy-behind-kim-kardashian-s-internationalwomensday-nude-tweets/">an engaging post</a> earlier in 2016 arguing that Kim K's nude tweet on the eve of International Women's Day was symptomatic of her brilliant strategy on social.</p> <p>Baring her flesh is of course one way of creating a Twitter storm, but Kim knew that the timing afforded maximum apoplexy.</p> <p>Lo and behold, the next day Kim tweeted a link to her paywalled publishing platform, on which she had written an open letter discussing her body and International Women's Day. </p> <p>Kim also launched her Snapchat channel at the same time, ensuring the continuing publicity led to revenue and more followers.</p> <p><img src="https://assets.econsultancy.com/images/0007/8029/Screen_Shot_2016-08-14_at_16.43.01.png" alt="kim k" width="300" height="443"></p> <h3>15. Cancer Research UK</h3> <p>The <a href="https://econsultancy.com/blog/64570-how-the-nomakeupselfie-became-a-simple-way-to-donate/">#nomakeupselfie</a> trend of early 2014 was co-opted early by Cancer Research UK, which went on to receive more than £8m in donations from the campaign.</p> <p>The ability to capitalise early came from Cancer Research UK's <a href="https://econsultancy.com/blog/64609-cancer-research-uk-on-how-its-social-team-reacted-to-nomakeupselfie/">agile and always-on community management team</a>.</p> <p>This team uses social media to answer a variety of questions about their work and about cancer in general.</p> <p>A lot of this social activity works in tandem with the charity's content strategy, allowing people to be directed to authoritative content or to a blog platform that the team updates.</p> <p>The social team also works with the broader marketing team, a notable example being the use of PPC during the early stages of #nonakeupselfie, so that Cancer Research UK could definitively claim the campaign for those searching.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The £8 million you’ve raised with your <a href="https://twitter.com/hashtag/nomakeupselfie?src=hash">#nomakeupselfie</a> pics will help fund 10 clinical trials. <a href="http://t.co/qG3K2KMkUZ">pic.twitter.com/qG3K2KMkUZ</a></p> — Cancer Research UK (@CR_UK) <a href="https://twitter.com/CR_UK/status/448414494192984065">March 25, 2014</a> </blockquote> <h3>16. Airbnb</h3> <p style="font-weight: normal;">Another brand that deserves a mention for its Instagram alone. Aside from food, travel is pretty much the chief use of Instagram, so this is a natural channel for Airbnb.</p> <p style="font-weight: normal;">And with so many hosts to choose from and the brand's focus on living somewhere rather than visiting, its feed has an authentic quality that a hotel chain cannot match.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/8030/Screen_Shot_2016-08-14_at_17.45.50.png" alt="airbnb instagram" width="500"></p> <p style="font-weight: normal;">Other notable social activity from Airbnb includes an early campaign using Vine to create a crowdsourced video ad, and some agile Twitter work to set up <a href="https://econsultancy.com/blog/65660-a-lesson-in-agile-marketing-from-airbnb-and-waterstones/">Waterstones Trafalgar Square as a host</a> in the wake of one customer getting locked in overnight.</p> <p style="font-weight: normal;">There's also the successful #livethere hashtag, created as part of Airbnb's new 'Live like a local' message in Spring 2016, not to mention the social aspect built into the Airbnb platform.</p> <h3>17. Maker's Mark</h3> <p style="font-weight: normal;">Maker's Mark has an enjoyable enough social presence but nothing out of the ordinary. However, the brand makes the list as one of the few to have <a href="https://econsultancy.com/blog/67619-five-brands-that-proved-marketing-on-reddit-can-work/">successfully engaged on Reddit</a>.</p> <p style="font-weight: normal;">The <a href="https://www.reddit.com/r/ads/comments/1tb1tz/let_it_snoo/">Let it Snoo</a> display campaign on Reddit during the holidays of 2013 used a simple photograph of a bottle in the snow and a play on words (for the unfamiliar, Reddit's mascot is called Snoo).</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/2711/Screen_Shot_2016-03-07_at_15.56.58.png" alt="let it snoo" width="615"> </p> <h3>18. Lowe's</h3> <p>Lowe's is chiefly famous on social for its <a href="https://econsultancy.com/blog/67729-10-creative-digital-marketing-campaigns-from-lowe-s/">'Fix in Six' Vine series</a>. BBDO even won a Cannes Lion for them in 2014.</p> <p><iframe src="https://vine.co/v/iOg1TMTevhK/embed/simple" width="600" height="600"></iframe></p> <p>The home improvement brand is also a big player on Pinterest, with practical boards such as 'Get Organized' and '50 Projects Under $50' attracting 3.4m followers.</p> <p>Other activity includes a rich and extensive Tumblr site and an Instagram account with c.300,000 followers that has previously utilised the hashtag #proudmoment to share customer success.</p> <p><img src="https://assets.econsultancy.com/images/0007/8035/Screen_Shot_2016-08-15_at_08.38.14.png" alt="lowe's on pinterest" width="615" height="263"> </p> <h3>19. The Guardian</h3> <p>I haven't included publishers in this list because we all know that they exist in symbiosis with social media platforms. One would struggle without the other. So it's no surprise that most recognised publishing brands do well on social.</p> <p>But I'm including The Guardian as an exception because of the breadth of its Twitter strategy.</p> <p>Though The Daily Mail, <a href="https://econsultancy.com/blog/65992-how-the-guardian-became-the-most-tweeted-uk-newspaper/">according to analysis from early 2015</a>, produces the most-tweeted individual articles, The Guardian is the most-shared paper in total.</p> <p>While this analysis may look different now The Sun has dropped its paywall, I'd guess The Guardian is still out in front.</p> <p>The Guardian has over 30 different Twitter accounts for its various site/paper sections (e.g. sport, film etc.). Each account tweets profusely, hundreds of times a day in the case of the main account, and a healthy 40-50 from many of the others.</p> <p>Twitter feels like home to The Guardian, not a channel that must be mastered.</p> <p><img src="https://assets.econsultancy.com/images/0007/8026/Screen_Shot_2016-08-13_at_20.29.41.png" alt="guardian twitter accounts" width="500" height="359"></p> <p>N.B. I know it's criminal not including BuzzFeed here, but the site is <em>so</em> synonymous with popular Facebook content that I thought no explanation necessary.</p> <h3>20. Oreo</h3> <p>Oreo will forever hold a place on these lists after its infamous Super Bowl 2013 tweet following a floodlight failure.</p> <p>This was a watershed moment when brands realised they had to have a newsroom mentality, and be ready to take risks at short notice, without a lengthy sign-off process.</p> <h3> <img src="https://assets.econsultancy.com/public/imgur/Lw3A9pl.png" alt="dunk in the dark" width="473" height="463"> </h3> <h3>21. Jamie Oliver</h3> <p>Nikki Gilliland provides a marvellous insight into <a href="https://econsultancy.com/blog/67862-how-jamie-oliver-harnessed-the-power-of-youtube/">how Jamie Oliver's YouTube strategy has evolved over time</a>.</p> <p>The chef has three channels (FoodTube, DrinkTube, FamilyFoodTube) with over 2m followers, achieving success by getting to grips with the nuances of online video (that differs so greatly from TV).</p> <p>Less introductory waffle, descriptive thumbnails, carefully curated categories, and use of analytics helps to create a streamlined feel, giving the users what they want and what they will interact with.</p> <p>The most popular video on the FoodTube channel is a great example of this...</p> <p><iframe src="https://www.youtube.com/embed/s9r-CxnCXkg?wmode=transparent" width="560" height="315"></iframe></p> <h3>22. ZSL London Zoo</h3> <p>ZSL <a href="https://econsultancy.com/blog/68090-how-zsl-london-zoo-is-using-facebook-video-to-drive-social-growth/">is now making use of Facebook Live</a> and also uses texted video to ensure that viewers on social media can get full enjoyment from silent autoplay.</p> <p>The most popular videos have been viewed around 90,000 times and there's every reason to believe this is just the start for ZSL London Zoo, which has been emphasising conservation more in its comms strategy.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fzsllondonzoo%2Fvideos%2F735878596448601%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>23. Pret A Manger</h3> <p>The clarity of Pret A Manger's brand - natural food, organic coffee - is carried nicely on to social media.</p> <p>There are no bells and whistles, no quirky tone of voice or jokes, Pret just focuses on its products.</p> <p><a href="https://econsultancy.com/blog/67164-five-reasons-i-love-pret-s-christmas-sandwich-social-media-campaign/">Here's an example</a>, Pret's Christmas sandwich campaign, which included promoted Twitter posts allowing users to 'save the date' and add the sandwich launch day to their calendars.</p> <p>Starbucks does something similar to great effect with its seasonal red cups.</p> <p><img src="https://assets.econsultancy.com/images/resized/0006/8829/image1__1_-blog-flyer.png" alt="pret christmas sandwich" width="300">  <img src="https://assets.econsultancy.com/images/resized/0006/8832/image1__2_-blog-flyer.png" alt="starbucks red cups" width="300"></p> <p>More recently, <a href="https://econsultancy.com/blog/67960-eight-ways-veggie-pret-innovated-pop-up-retail-strategy/">London's Veggie Pret</a> has again championed Pret's fresh food. Pret's Twitter account is emblazoned with green and features feedback from happy customers.</p> <p>Chief executive Clive Schlee is also on Twitter and open to suggestions.</p> <p>Last week, Pret ran a promotion on Twitter which resulted in 10,000 fruit smoothies being claimed in store, showing that social channels can be a perfect way of driving footfall and introducing a premium product.</p> <p><img src="https://assets.econsultancy.com/images/0007/8062/fruity.png" alt="pret fruity" width="444" height="343"></p> <h3>24. Bay Area Rapid Transit</h3> <p style="font-weight: normal;">Taylor Huckaby brought rapid fame to the BART Twitter channel with <a href="https://econsultancy.com/blog/67667-is-raw-candor-a-good-or-bad-thing-in-social-media/">some raw candour</a>.</p> <p style="font-weight: normal;">Though some have debated whether this tactic of complete honesty is a sensible template for a brand, we all admired what Taylor did.</p> <p style="font-weight: normal;">His stance did rile some followers, who thought Taylor's responses, in particular a focus on lack of money, could not be justified.</p> <p>In the article linked to above, Patricio Robles makes the point that brands must understand that silence is often the best policy in the face of criticism on social. </p> <p>However, I think BART got away with it in this instance, and deserves a place on the list for the way it handles negativity during its rebuilding process.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/shakatron">@shakatron</a> BART was built to transport far fewer people, and much of our system has reached the end of its useful life. This is our reality.</p> — SFBART (@SFBART) <a href="https://twitter.com/SFBART/status/710274963987570689">March 17, 2016</a> </blockquote> <h3>25. Taco Bell</h3> <p style="font-weight: normal;">Taco Bell <a href="https://econsultancy.com/blog/67177-taco-bell-is-making-great-use-of-the-taco-emoji-it-lobbied-for/">lobbied for a taco emoji</a> in 2015 - now that's commitment to the millennial cause.</p> <p style="font-weight: normal;">It then created the taco emoji engine, where users tweeting the taco emoji plus any other emoji would be replied to with a custom piece of video content. Fantastic brand engagement.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0006/8890/emoji_how_to.gif" alt="taco emoji" width="400"> </p> <p style="font-weight: normal;">Other successes include a social media blackout in 2014 to create buzz ahead of the launch of the Taco Bell app.</p> <p style="font-weight: normal;">More recently its <a href="https://tacobell.com/feed/tacobot">Tacobot</a> integration with Slack is a first for the collaboration platform.</p> <p style="font-weight: normal;"><img src="https://d29vij1s2h2tll.cloudfront.net/~/media/images/taco-bell/feed/slack/tacobot_preview.gif?la=en" alt="tacobot" width="550"></p> <h3>26. Grazia</h3> <p>Graziashop (the retail arm borne of the magazine) was one of the first Instagram advertisers, <a href="https://econsultancy.com/blog/67604-what-s-the-point-of-social-media-for-luxury-brands/">creating a Graziashop character</a> that showcased the retailer's products.</p> <p><img src="https://openmerchantaccount.com/img2/graziainstagram.png" alt="graziashop instagram" width="505" height="209"></p> <p>The magazine itself has experimented heavily with Facebook Live, using the platform <a href="https://econsultancy.com/blog/67980-how-grazia-used-facebook-live-to-create-its-new-community-issue/">to create a community issue of the magazine</a>.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FGraziaUK%2Fvideos%2F10154255020229496%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>27. Virgin Media</h3> <p>Virgin Media's engagement with sport serves it very well on social media.</p> <p>The 2016/2017 English Premier League season sees the company <a href="https://www.marketingweek.com/2016/08/09/virgin-media-disrupts-sports-sponsorship-model-by-subsiding-away-ticket-prices/">sponsoring Southampton away tickets</a>, in partnership with the Footballer Supporters Federation's 'twenty's plenty' campaign.</p> <p>This has already led to plenty of word of mouth and love on Twitter.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Other clubs/sponsors take note: <a href="https://twitter.com/hashtag/saintsfc?src=hash">#saintsfc</a> sponsor Virgin Media to subsidise away tickets at St Mary's to £20. (<a href="https://twitter.com/hashtag/swans?src=hash">#swans</a> help their away fans).</p> — Henry Winter (@henrywinter) <a href="https://twitter.com/henrywinter/status/762957977968148480">August 9, 2016</a> </blockquote> <p>During 2016's summer of sport, Virgin Media's partnership with Squawka meant it produced some of the <a href="https://econsultancy.com/blog/68032-copa100-and-euro-2016-the-best-and-the-worst-brands-on-social/">most engaging tweets during Euro 2016</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/6743/Screen_Shot_2016-07-04_at_09.19.50.png" alt="squawka virgin media tweet" width="400"> </p> <p>This has been backed up by plenty of Olympics engagement.</p> <p>Usain Bolt's tie-up with the brand and the Olympic committee's <a href="https://econsultancy.com/blog/68136-what-rule-40-means-for-brand-marketers-during-the-olympic-games/">relaxation of Rule 40</a> meant Virgin Media capitalised handily (despite not being an official sponsor) with a fantastic ad that has done well on social.</p> <p><iframe src="https://www.youtube.com/embed/AdGQ43smLoc?wmode=transparent" width="560" height="315"></iframe></p> <h3>28. Burger King</h3> <p>In my opinion, Burger King's unsuccessful campaign to unite with McDonald's and create the McWhopper was one of the most tactically astute bits of PR in the social media age.</p> <p>You can read Patricio Robles' <a href="https://econsultancy.com/blog/66876-how-burger-king-beat-mcdonald-s-with-the-mcwhopper/">summation and analysis of the affair</a>, but suffice it to say that McDonald's was left looking like a stick in the mud, and Burger King like the fun and personal brand.</p> <p>Whilst McDonald's has been doing a lot to change its reputation, focusing on sustainable farming, quality of ingredients and a family ethos, Burger King's fun social feeds continue to appeal to the important younger market.</p> <p>Both approaches seem to create similar levels of engagement, but we're adding BK to the list because of its McWhopper stunt.</p> <p><iframe src="https://www.youtube.com/embed/e01a4-ClcTs?wmode=transparent" width="560" height="315"></iframe></p> <h3>29. NASA</h3> <p>The screenshot below from the NASA website says it all. And yes, while being on every social platform isn't objectively great, it does show committment.</p> <h3><img src="https://assets.econsultancy.com/images/0007/8043/Screen_Shot_2016-08-15_at_12.17.38.png" alt="nasa social" width="615"></h3> <p>You won't be surprised to know that a mixture of great imagery and inspiring stories, alongside peer-reviewed science, makes NASA incredibly successful on social. 18m Twitter followers, 15m Instagram followers, and so on.</p> <p>NASA is prolific, too, churning out many and varied posts that routinely get shared thousands of times.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Perseid meteor shower peaked on Friday, and our <a href="https://twitter.com/nasahqphoto">@NASAhqphoto</a> caught streaks across the sky: <a href="https://t.co/IFQELYaMnB">https://t.co/IFQELYaMnB</a> <a href="https://t.co/Zemb3OpYUT">pic.twitter.com/Zemb3OpYUT</a></p> — NASA (@NASA) <a href="https://twitter.com/NASA/status/764981937798799360">August 15, 2016</a> </blockquote> <h3>30. Oracle</h3> <p>Like L'Oreal, Oracle is a brand that uses social to promote its own corporate social responsibility and also to make the company a more attractive place to work for potential employees.</p> <p>Oracle's Twitter feed is fairly diverse, given the number of products it markets, but it's the philanthropic ventures that shine through on social.</p> <p>For example, the tech company is currently rehoming a public high school, amongst other charity campaigning.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Oracle &amp; <a href="https://twitter.com/dTechHS">@dTechHS</a> are personalizing the student experience, fostering a culture of curiosity <a href="https://t.co/vf9nEFSYnx">https://t.co/vf9nEFSYnx</a> <a href="https://t.co/DGJ6I8j9Dm">pic.twitter.com/DGJ6I8j9Dm</a></p> — Oracle (@Oracle) <a href="https://twitter.com/Oracle/status/764257262890201088">August 13, 2016</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/hashtag/Oracle?src=hash">#Oracle</a> teams raised more than $315,000 via the <a href="https://twitter.com/hashtag/BayAreaHeartWalk?src=hash">#BayAreaHeartWalk</a>: <a href="http://t.co/UMLgi7rR5W">http://t.co/UMLgi7rR5W</a> <a href="https://twitter.com/AHA_BayArea">@AHA_BayArea</a> <a href="https://twitter.com/hashtag/lifeatOracle?src=hash">#lifeatOracle</a> <a href="http://t.co/Uyy83bjinc">pic.twitter.com/Uyy83bjinc</a></p> — Oracle (@Oracle) <a href="https://twitter.com/Oracle/status/646459357245210624">September 22, 2015</a> </blockquote> <p><em><strong>Social Media is just one of the topics covered at Econsultancy’s <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">Festival of Marketing 2016</a>, which takes place in London on October 5-6.</strong></em></p>