tag:econsultancy.com,2008:/topics/social Latest Social content from Econsultancy 2016-07-22T12:44:54+01:00 tag:econsultancy.com,2008:BlogPost/68105 2016-07-22T12:44:54+01:00 2016-07-22T12:44:54+01:00 The week's news in digital (in five minutes) Ben Davis <h3>Google AMP for ads</h3> <p>Google's <a href="https://econsultancy.com/blog/67567-four-things-you-need-to-know-about-google-accelerated-mobile-pages-amp/">Accelerated Mobile Pages</a> initiative <a href="https://www.ampproject.org/docs/reference/amp-ad.html">now includes ads</a>, speeding up their delivery (see below) and using less user data.</p> <p>Of course, video ads are not yet included this effort and remain an issue for mobile loading.</p> <p>Google has also brought AMP to landing pages and in further news from DoubleClick, dynamic native-format ads are now available programmatically.</p> <p><em>AMP for ads. Image <a href="https://amphtml.wordpress.com/2016/07/19/but-what-about-the-ads/">via Malte Ubl</a>, AMP tech lead</em></p> <p><img src="https://amphtml.files.wordpress.com/2016/07/a4a_good3g_v02-1.gif?w=1320" alt="amp for ads" width="615"></p> <h3>Pokémon GO gets McDonald's Japan sponsorship</h3> <p>McDonald's Japan will be the first paying sponsor of Pokémon GO.</p> <p>3,000 restaurants will (ironically?) become gyms, allowing Pokémon trainers to battle.</p> <p>Further reading: <a href="https://econsultancy.com/blog/68060-what-brands-can-learn-from-nintendo-s-digital-transformation-and-pokemon-go/">What can brands learn from Nintendo's digital transformation and Pokémon GO?</a></p> <h3>Google Cloud Natural Language API</h3> <p>Sticking with Google product updates, the search beast has unveiled its <a href="https://cloudplatform.googleblog.com/2016/07/the-latest-for-Cloud-customers-machine-learning-and-west-coast-expansion.html">Cloud Natural Language API</a>.</p> <p>The blog post reveals 'Cloud Natural Language lets you easily reveal the structure and meaning of your text in a variety of languages, with initial support for English, Spanish and Japanese.'</p> <p>It can be used for sentiment analysis, entity recognition and sentiment analysis.</p> <h3>Snapchat debuts more fun features</h3> <p>Bitmoji (built from the acquisition of BitStrips) allows you to create an emoji of yourself, combining the two obsessions of young people.</p> <p><iframe src="https://www.youtube.com/embed/bf5SGWriJy0?wmode=transparent" width="560" height="315"></iframe></p> <p>The other new feature, Face Paint Lens, lets users create realtime overlays.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Demi via Snapchat (theddlovato) <a href="https://t.co/1esdp2DBk1">pic.twitter.com/1esdp2DBk1</a></p> — Demi Lovato News (@justcatchmedemi) <a href="https://twitter.com/justcatchmedemi/status/755991079527321600">July 21, 2016</a> </blockquote> <h3>Facebook Messenger hits 1bn monthly active users</h3> <p>Boom, Facebook Messenger catches up with WhatsApp. </p> <h3>Daily Mail post-Brexit bounce</h3> <p><a href="https://next.ft.com/content/81e933f4-4f21-11e6-88c5-db83e98a590a">The FT reports</a> Daily Mail digital ad revenues have risen 19% in the three weeks since the Brexit vote. </p> <p>It has also seen an 8% drop in newspaper advertising, leading to 1% rise in ad revenue overall.</p> <h3>Are you verified?</h3> <p>Any person or brand can now apply for the little blue tick on Twitter.</p> <p>If you want to know more, here's <a href="https://econsultancy.com/blog/68098-twitter-announces-application-process-for-verified-accounts-what-marketers-need-to-know/">everything you need to know about a successful application</a>.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">wanted to see what would happen if i used new Twitter Verification process. Answer: NO <a href="https://t.co/h3T2kggzD1">pic.twitter.com/h3T2kggzD1</a></p> — Hunter Walk (@hunterwalk) <a href="https://twitter.com/hunterwalk/status/755836108953444352">July 20, 2016</a> </blockquote> <h3>Facebook's Snapchat copy is killed</h3> <p><a href="https://techcrunch.com/2016/07/21/facebook-quick-updates/">A fascinating post from Techcrunch</a>. Facebook has been trialling a Snapchat-like feature, but is not furthering its development at this time.</p> <h3>NBA content for Twitter</h3> <p>Twitter, already set to broadcast Thursday night football, is bringing more sports content, with a weekly pre-game NBA show that will be streamed live.</p> <p>Another NBA show stream is also in development but not yet announced.</p> <h3>Ninth Measurement and Analytics Report release</h3> <p>Econsultancy's Measurement and Analytics Report 2016, in association with Lynchpin, reveals some fascinating insights into the data landscape amongst companies and agencies.</p> <p><a href="https://econsultancy.com/blog/68095-measurement-and-analytics-report-2016-four-key-challenges-in-dealing-with-data/">Here's a summary</a> to whet your appetite.</p> <p><img src="https://assets.econsultancy.com/images/0007/7259/documented_strategy.PNG" alt="chart from analytics report" width="615"></p> <h3>Festival of Marketing agenda announced</h3> <p>A whopping 200 speakers over 12 stages, including Wozniak and Sorrell.</p> <p>What more could you want in London in Autumn as a marketer? <a href="http://www.festivalofmarketing.com/agenda">See the agenda here</a>.</p> tag:econsultancy.com,2008:BlogPost/68106 2016-07-22T12:00:15+01:00 2016-07-22T12:00:15+01:00 10 sizzling digital marketing stats of the week Nikki Gilliland <h3>Travel industry experiences highest cart abandonment rates</h3> <p>According to the latest report by SaleCycle, the travel industry is experiencing the highest rates of online abandonment, with time sensitive flight and hotel bookings being the most commonly discarded.</p> <p>The retail industry is the second biggest industry affected, suffering from abandonment rates of 74.6%.</p> <p>Insight shows that SMS retargeting could be the most beneficial solution as consumers generally read messages within 3 minutes of receiving them.</p> <p><img src="https://assets.econsultancy.com/images/0007/7329/abandonment_rates.PNG" alt="" width="700" height="317"></p> <h3>Sweden biggest users of Snapchat and Instagram in Europe</h3> <p>The latest stage of the Adobe Best of the Best 2015 report has revealed that Swedes are the most social-media savvy of all European countries.</p> <p>33% of people in Sweden use <a href="https://econsultancy.com/blog/67257-15-reasons-your-brand-should-be-on-snapchat/">Snapchat to engage with brands</a>, compared with 22% in France and 20% in the UK.</p> <p>51% of people surveyed in Sweden said that they also use Instagram for the same reason. This is in contrast to the UK where Twitter is the leading platform for brand engagement. </p> <h3>Political searches soar since Brexit</h3> <p>Hitwise, a division of Connexity, has revealed how online behaviour is reflecting the growing concern over the current UK political situation.</p> <p>Since <a href="https://econsultancy.com/blog/68003-ecommerce-in-the-uk-post-brexit-positives-negatives-opportunities">Brexit</a>, there has been a 300% increase in searches about moving to other EU countries.</p> <p>Likewise, there has been an increase in searches for mortgages, interest rates and gold.</p> <p>Despite the weaker pound, searches for holidays and flights have not been impacted.</p> <p><img src="https://assets.econsultancy.com/images/0007/7334/image001.png" alt="" width="750" height="359"></p> <h3>Shoppers less tolerant of queuing due to technology </h3> <p>A new report from Worldpay has highlighted how Brits are becoming less patient when it comes to queuing in-store.</p> <p>Out of a nationwide survey of over 2,500 consumers, London was found to be the least patient, with 18% prepared to queue for more than five minutes. In contrast, northerners are the most patient, with 28% of shoppers saying they’d be willing to queue for longer.</p> <p>The rise of online shopping is said to be the reason behind this growing trend. </p> <p>One-click ordering and next-day delivery means that consumers are becoming more demanding as a result.</p> <h3>‘Invisible socks’ the most searched-for menswear item in the UK</h3> <p>With temperatures soaring to 33 degrees this week, Lyst has been looking to see if the heat has been affecting our spending habits.</p> <p>According to data, sales of ‘invisible socks’ (i.e ankle or trainer socks) are up 218% week on week, making it the most-searched for item right now.</p> <p>It seems women are feeling summery too, with Monday seeing us purchase more white dresses than black for the first time this year.</p> <p><img src="https://assets.econsultancy.com/images/0007/7338/iStock_82510309_SMALL.jpg" alt="" width="600" height="399"></p> <h3>Retail apps overtake mobile web for loyalty and engagement</h3> <p>App commerce company Poq has discovered that more shoppers are moving to mobile apps to buy.</p> <p>According to research, the average online shopper spends 6% more money on apps and 5% less money on the mobile web.</p> <p>What’s more, apps are also said to increase customer retention and improve long-term loyalty. Long-term retention rates are over twice as high when a shopper makes at least one purchase in an app.</p> <p><img src="https://assets.econsultancy.com/images/0007/7335/mobile.PNG" alt="" width="300" height="424"></p> <h3>7.5m people in the UK left behind by digital revolution</h3> <p>Analysis by Experian has discovered that, when it comes to digital behaviour, Britain is a nation divided into three distinct camps.</p> <p>A third of people in the UK are digital devotees, with the most devices and the most amount of time spent online.</p> <p>Half of the population are day-to-day doers, using the internet for practical reasons like paying bills.</p> <p>Lastly, 7.5m people are said to be digital dawdlers, with a limited knowledge and lack of interest.</p> <p>Insight suggest that businesses must take this into account when communicating with audiences.</p> <h3>Sports fans flock to YouTube ahead of Rio Olympics</h3> <p>In anticipation of the Olympics this summer, research from Ipsos Mori and Flamingo has revealed how online video platforms will benefit from the event.</p> <p>A survey found that 75% of Brits will look for related <a href="https://econsultancy.com/blog/67932-the-future-of-video-is-vertical-texted-emotional/">video content</a> during the Olympics. Similarly, 44% will watch sports or fitness videos online while simultaneously watching live sports on TV. </p> <p>Unsurprisingly, YouTube is the most popular platform, with 78% of people saying that it is home to content that they can’t find elsewhere.</p> <p><img src="https://assets.econsultancy.com/images/0007/7336/youtube.PNG" alt="" width="630" height="362"></p> <h3>Binge-viewing is on the rise</h3> <p>Research suggests that binge-viewing (i.e. watching multiple episodes of a TV show in one sitting) has never been more prevalent. </p> <p>According to data from GfK MRI, 6 in 10 television viewers say they regularly watch three or more episodes in one go.</p> <p>Millennials are the most prolific binge-watchers, with 16% of this demographic saying that watching live television is a special event.</p> <p>As a result, the challenge for brands is finding how to advertise to them.</p> <h3>Luxury brands set to get the biggest boost from this year's Black Friday?</h3> <p>According to research by Qubit, brands in the luxury retail category saw the highest boost in conversion rate on last year's Black Friday.</p> <p>Conversely, electronics and home and garden retailers had the lowest increase, with the latter seeing a 27% uplift in conversions compared to the rest of year average.</p> <p>With some fashion retailers seeing a spike in conversions despite not even participating, it appears the day inspires more shopping behaviour all round.</p> tag:econsultancy.com,2008:BlogPost/68087 2016-07-21T14:42:17+01:00 2016-07-21T14:42:17+01:00 Six brilliant blogs from the beauty industry Nikki Gilliland <p>Whether you're into beauty or not, the following examples are well worth a look.</p> <h3>L’Oreal</h3> <p>With its unique domain name, L’Oréal’s <a href="http://www.makeup.com/" target="_blank">makeup.com</a> is designed to feel like an independent publication rather than a brand blog.</p> <p><img src="https://assets.econsultancy.com/images/0007/7167/l_oreal.PNG" alt="" width="780" height="634"><img src="https://assets.econsultancy.com/images/0007/7166/makeup.com_quote.PNG" alt="" width="780" height="145"></p> <p>Its authenticity isn’t fake either.</p> <p>Often publishing product-focused features like “The Best Drugstore Highlighters”, it includes a wide variety of brands (not just promoting its own) to provide readers with a balanced and surprisingly unbiased frame of reference.</p> <p><img src="https://assets.econsultancy.com/images/0007/7168/makeup.com_2.PNG" alt="" width="780" height="685"></p> <h3>Birchbox</h3> <p>A beauty subscription service, Birchbox gives consumers the opportunity to discover new products each month.</p> <p><a href="http://blog.birchbox.co.uk/%20" target="_blank">Its blog</a> cleverly provides context for these products, using informative articles to inspire, educate and ultimately give consumers a reason to continue their subscription.</p> <p><img src="https://assets.econsultancy.com/images/0007/7169/birchbox.PNG" alt="" width="780" height="675"></p> <p>With its unboxing videos and ‘Birchbox reactions’ articles, a lot of the content is self-promotional (something that could potentially put non-subscribers off).</p> <p>However, for loyal consumers, this aspect undoubtedly provides extra value.</p> <p><iframe src="https://www.youtube.com/embed/CbB-hGTye58?wmode=transparent" width="700" height="394"></iframe></p> <h3>Mankind</h3> <p>It might be one of the relatively few <a href="http://www.mankind.co.uk/blog/" target="_blank">male grooming blogs</a> out there, but there's more reason to visit Mankind than that.</p> <p><img src="https://assets.econsultancy.com/images/0007/7170/mankind.PNG" alt="" width="780" height="607"></p> <p>With five Editors each with their own area of expertise, it has a nice mix of lifestyle content, using distinct verticals like ‘International’ and ‘Luxury’. </p> <p><img src="https://assets.econsultancy.com/images/0007/7171/mankind_editors.PNG" alt="" width="780" height="751"></p> <p>One of the reasons I like it is that, alongside general articles, it’s not afraid to experiment with a more in-depth approach.</p> <p>It’s ‘ingredient focus’ series is particularly interesting, and something that many of the fluffier, female-driven blogs could learn from.</p> <p><img src="https://assets.econsultancy.com/images/0007/7172/mankind_mandelic_acid.PNG" alt="" width="780" height="640"></p> <h3>Sephora</h3> <p>Who needs models when beauty products can look so attractive?</p> <p>With its stunning product-focused photography, <a href="http://theglossy.sephora.com/">Sephora Glossy</a> showcases the very best of its main shop.</p> <p><img src="https://assets.econsultancy.com/images/0007/7173/Sephora_Glossy.PNG" alt="" width="780" height="543"></p> <p>Instead of long-form content, it publishes short how-to’s and product curations, making it feel more like an extension of Pinterest or Tumblr than an in-depth publication.</p> <p><img src="https://assets.econsultancy.com/images/0007/7174/sephora.PNG" alt="" width="600" height="723"></p> <p>With its user-friendly design, it’s one of those sites that you could find yourself scrolling through for ages.</p> <p><img src="https://assets.econsultancy.com/images/0007/7175/Sephora_how_to.PNG" alt="" width="600" height="850"></p> <h3>Clinique</h3> <p>Marketing itself as a philosophy rather than a cosmetics line, Clinique’s blog focuses on the two verticals of beauty and lifestyle.</p> <p><img src="https://assets.econsultancy.com/images/0007/7177/clinique_blog.PNG" alt="" width="780" height="644"></p> <p>Cleverly using skincare as a spin-off to other verticals, it also covers topics like food and fitness, implementing video to further engage visitors.</p> <p><iframe src="https://www.youtube.com/embed/Nw0GvcdKnHY?wmode=transparent" width="730" height="411"></iframe></p> <p>In comparison to other blogs, it is also pleasingly minimal, proving that a less-is-more approach can work. </p> <p><img src="https://assets.econsultancy.com/images/0007/7182/clinique_minimal.PNG" alt="" width="780" height="368"></p> <h3>Urban Decay</h3> <p>In comparison to Clinique, Urban Decay’s blog is loud, proud and <a href="http://www.urbandecay.com/the-violet-underground">unashamedly purple</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/7178/urban_decay_violet.PNG" alt="" width="780" height="335"></p> <p>Recognising the digital mind-set of its core demographic, it is heavily geared around the online beauty community where bloggers and YouTubers have huge influence.</p> <p><img src="https://assets.econsultancy.com/images/0007/7179/urban_decay.PNG" alt="" width="700" height="825"></p> <p>The blog has an original feel to it, with the standard ‘How-To’s sitting alongside unique ‘Women Who Rock Our World’ and ‘XO, WZ’ – the latter being an insider look at co-founder Wende Zomnir’s world.</p> <p><iframe src="https://www.youtube.com/embed/ATaqtu7URYI?wmode=transparent" width="800" height="475"></iframe></p> <p><em>More on the beauty industry:</em></p> <ul> <li><a href="https://econsultancy.com/blog/67884-seven-ways-social-media-is-shaping-the-beauty-industry/">Seven ways social media is shaping the beauty industry </a></li> <li> <a href="https://econsultancy.com/reports/the-rise-of-influencers/">The Rise of the Influencers </a>(subscriber only)</li> <li><a href="https://econsultancy.com/blog/67630-forget-ao-com-does-benefit-cosmetics-offer-the-best-ecommerce-experience/">Forget AO.com, does Benefit Cosmetics off the best ecommerce experience? </a></li> </ul> tag:econsultancy.com,2008:Report/3008 2016-07-21T11:30:00+01:00 2016-07-21T11:30:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to a B2B report) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online market research with data, facts, charts and figures.The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/68098 2016-07-21T09:53:00+01:00 2016-07-21T09:53:00+01:00 Twitter announces application process for verified accounts: what marketers need to know Patricio Robles <p>Twitter announced a public verification application process that allows any brand or individual to request a verified account.</p> <p>According to Tina Bhatnagar, Twitter's vice president of User Services, "We hope opening up this application process results in more people finding great, high-quality accounts to follow, and for these creators and influencers to connect with a broader audience."</p> <p>Here's what marketers need to know about this development...</p> <h3>It's open to all</h3> <p>Twitter's new verification application process is available to all Twitter accounts that have a valid phone number and email address, and a bio, website, profile photo and header photo. In addition, accounts must be public and accounts for individuals must have a birthday specified.</p> <p>Applications for verification can be submitted through a form at <a href="http://verification.twitter.com">verification.twitter.com</a>.</p> <h3>Twitter looks for certain characteristics</h3> <p>While accounts meeting the above criteria are eligible for consideration, in deciding which requests to approve, Twitter looks for accounts that have certain characteristics.</p> <p>These include an account name that reflects the real name of an individual or company, as well as profile and header photos that are of the individual or associated with the company's branding. As such, marketers looking to submit an application for verification should ensure that the Twitter account in question meets these criteria.</p> <p>Brand accounts must be associated with a company email address, and Twitter may ask individuals to supply a government-issued ID.</p> <h3>There has to be a good reason for verification</h3> <p>Twitter won't verify accounts unless it believes there's a reason to.</p> <p>Specifically, Twitter requires verification applications to explain why verification is appropriate. "If the account represents a person, we want to understand their impact in their field. If it represents a corporation or company, let us know their mission," the company explains. </p> <p>To help support a rationale for verification, requests can and should include URLs to pages, such as news articles, that "help express the account holder’s newsworthiness or relevancy in their field."</p> <h3>Content marketing and engagement FTW</h3> <p>While not stated, it would seem that marketers behind active Twitter accounts that regularly publish unique, compelling content and engage with followers would be more likely to win Twitter's approval than accounts that aren't adding value to the Twitter community.</p> <p>While it probably wouldn't make sense for a brand to up its investment in Twitter just to win Verified Account status, those that are already investing in the platform probably have few reasons not to try to take advantage of the new application process. </p> <h3>There are no guarantees</h3> <p>Even when an account looks like a legitimate candidate for verification, Twitter isn't necessarily going to approve a verification request.</p> <p>Case in point: Hunter Walk, a former Google employee who now runs a venture capital firm, has tweeted more than 45,000 times since joining Twitter in 2006 and has more than 110,000 followers, but his application was denied.</p> <p>At the same time, a user with 7,500 tweets who joined Twitter in 2014 and has less than 9,000 followers received Verified Account status.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">wanted to see what would happen if i used new Twitter Verification process. Answer: NO <a href="https://t.co/h3T2kggzD1">pic.twitter.com/h3T2kggzD1</a></p> — Hunter Walk (@hunterwalk) <a href="https://twitter.com/hunterwalk/status/755836108953444352">20 de julio de 2016</a> </blockquote> <p>Applications that are denied can be re-submitted after 30 days, so marketers that aren't able to win Twitter's approval the first time around should be proactive in making adjustments and trying again.</p> tag:econsultancy.com,2008:BlogPost/68092 2016-07-20T14:22:52+01:00 2016-07-20T14:22:52+01:00 #WorldEmojiDay - did any brands do it well? Nikki Gilliland <h3>Disney</h3> <p>A company that’s knows how to execute a successful marketing campaign, <a href="https://econsultancy.com/blog/67860-10-examples-of-great-disney-marketing-campaigns">Disney</a> pulled a great example out of the bag with its ‘Zootopia As Told by Emoji’ video.</p> <p>Both cute and quirky, it captured the whimsical spirit of the day itself perfectly. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">O-M-Goodness. It's <a href="https://twitter.com/hashtag/Zootopia?src=hash">#Zootopia</a> As Told By Emoji! <a href="https://t.co/6CpNVre97j">https://t.co/6CpNVre97j</a></p> — Disney (@Disney) <a href="https://twitter.com/Disney/status/755025655939543041">July 18, 2016</a> </blockquote> <h3>Google</h3> <p>Taking the opportunity to promote the more serious matter of <a href="https://econsultancy.com/blog/68045-how-global-goals-is-using-social-media-to-highlight-gender-inequality/" target="_blank">gender equality</a>, Google announced the release of eleven new professional emojis – representative of both male and female jobs. </p> <p>With a lot of prior criticism about the lack of diversity in emojis, Google’s announcement was both timely and well-executed.  </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">For those ladies about to rock, we salute you. <a href="https://twitter.com/hashtag/WorldEmojiDay?src=hash">#WorldEmojiDay</a> <a href="https://t.co/oTHU0Ul1wS">pic.twitter.com/oTHU0Ul1wS</a></p> — Google (@google) <a href="https://twitter.com/google/status/754810196149489664">July 17, 2016</a> </blockquote> <h3>McDonald's</h3> <p>Having also tweeted about #worldchocolateday in July, McDonalds clearly knows a hashtag opportunity when it sees one.</p> <p>Creating a cheeseburger out of emojis, the fast food chain’s tweet was both simple, effective and straight to the point.  </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Happy <a href="https://twitter.com/hashtag/WorldEmojiDay?src=hash">#WorldEmojiDay</a>! <a href="https://t.co/4vFKx2JfnF">pic.twitter.com/4vFKx2JfnF</a></p> — McDonald's UK (@McDonaldsUK) <a href="https://twitter.com/McDonaldsUK/status/754617159083397120">July 17, 2016</a> </blockquote> <h3>British Heart Foundation</h3> <p>In just two tweets, the British Heart Foundation succeeded in highlighting a common preconception about heart disease, as well as encapsulate the charity’s overall aim. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Heart disease doesn’t discriminate – it can affect anyone at any time. But we're fighting back. <a href="https://twitter.com/hashtag/WorldEmojiDay?src=hash">#WorldEmojiDay</a> <a href="https://t.co/gJhNLZeedi">pic.twitter.com/gJhNLZeedi</a></p> — BHF (@TheBHF) <a href="https://twitter.com/TheBHF/status/754598753584066560">July 17, 2016</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Thanks to all your support, our researchers are fighting for every heartbeat every single day. <a href="https://twitter.com/hashtag/WorldEmojiDay?src=hash">#WorldEmojiDay</a> <a href="https://t.co/up9jgyd6iG">pic.twitter.com/up9jgyd6iG</a></p> — BHF (@TheBHF) <a href="https://twitter.com/TheBHF/status/754624414923141120">July 17, 2016</a> </blockquote> <h3>Race for Life</h3> <p>Another charity getting in on the act, Cancer Research’s Race for Life released a series of images depicting emoji responses to the subjects of cancer and fundraising.</p> <p>It was both relatable and humorous in tone, fitting in well with its wider social media strategy.  </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">When you smash your fundraising target ... <a href="https://twitter.com/hashtag/WorldEmojiDay?src=hash">#WorldEmojiDay</a> <a href="https://t.co/lWmhDm0j8o">pic.twitter.com/lWmhDm0j8o</a></p> — Race for Life (@raceforlife) <a href="https://twitter.com/raceforlife/status/754634506464735233">July 17, 2016</a> </blockquote> <h3>Pizza Hut</h3> <p>While the US account marked the day with a mere pizza emoji... (highly original), the UK Pizza Hut contingent put in a little more effort.</p> <p>Alongside an emoji themed movie quiz, it created its very own emoji menu. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Can you crack the emoji codes? <a href="https://twitter.com/pizzahutuk">@pizzahutuk</a> are serving a limited edition emoji menu this weekend! <a href="https://t.co/SFhzaSuqgC">pic.twitter.com/SFhzaSuqgC</a></p> — Liverpool ONE (@Liverpool_ONE) <a href="https://twitter.com/Liverpool_ONE/status/754284521873223680">July 16, 2016</a> </blockquote> <h3>BBC iPlayer</h3> <p>Lastly, another quiz.</p> <p>Using emojis to spell out its own television programmes, BBC iPlayer updated Pictionary for the digital generation.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Right, this one may be the most difficult. Which show(s) on BBC iPlayer are we referring to here? <a href="https://twitter.com/hashtag/WorldEmojiDay?src=hash">#WorldEmojiDay</a> <a href="https://t.co/uvYCx6maZh">pic.twitter.com/uvYCx6maZh</a></p> — BBC iPlayer (@BBCiPlayer) <a href="https://twitter.com/BBCiPlayer/status/754665469978742784">July 17, 2016</a> </blockquote> tag:econsultancy.com,2008:BlogPost/68085 2016-07-20T09:55:32+01:00 2016-07-20T09:55:32+01:00 Four reasons Ghostbusters experiential marketing has been so successful Nikki Gilliland <h3>Element of surprise</h3> <p>Commuting in London can be a dramatic experience, and yet funnily enough, you don’t often expect to see a giant marshmallow casually breaking through the ground. </p> <p>With research finding that <a href="http://www.ccnl.emory.edu/Publicity/MSNBC.HTM" target="_blank">unexpected events can result in more pleasure responses</a> in the brain, brands are increasingly searching for ways to ‘surprise’ and ‘delight’ consumers.</p> <p>By catching travellers off guard, the Ghostbusters campaign had great impact. With no prior knowledge of the installation or how long it would be there for, people couldn’t help but be drawn into the excitement. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">A massive overnight install for the team last night, with just 5 hours the guys did well! <a href="https://twitter.com/hashtag/ghostbusterswaterloo?src=hash">#ghostbusterswaterloo</a> <a href="https://t.co/pvDOQorFYJ">pic.twitter.com/pvDOQorFYJ</a></p> — Wild Creations (@wild_creations) <a href="https://twitter.com/wild_creations/status/752577798309572608">July 11, 2016</a> </blockquote> <h3>Instagram-worthy</h3> <p>Before its release on July 11th, social media was awash with people criticising the film, eventually leading the YouTube trailer to become the <a href="https://www.theguardian.com/film/2016/may/02/ghostbusters-trailer-most-disliked-in-youtube-history" target="_blank">most disliked of all tim</a>e.</p> <p>The response to the actual movie has been a lot more favourable, yet Sony naturally wanted to do something to counteract the condemnation.</p> <p>By creating something inherently shareable, the Ghostbusters installation succeeded in creating a positive buzz online.</p> <p>Using the hashtag #ghostbusterswaterloo, passers-by documented it on a variety of social media platforms, sharing their aforementioned surprise and delight with friends and followers alike.</p> <p><img src="https://assets.econsultancy.com/images/0007/7153/ghostbusters_instagram.PNG" alt="" width="780" height="634"></p> <h3>Emotional resonance </h3> <p>By giving fans an immersive or interactive experience, <a href="https://econsultancy.com/blog/66431-six-inspiring-new-examples-of-experiential-marketing/" target="_blank">experiential marketing</a> has the power to stir up positive emotions, in turn making the consumer feel closer to the brand.</p> <p>One emotion that the Ghostbusters campaign evoked was nostalgia.</p> <p>Instead of promoting new or unfamiliar aspects of the movie, it used the iconic and beloved image of the Marshmallow Man.</p> <p>This meant that despite any assumptions or ill-feelings towards the new movie, even cynical passers-by would be likely to engage.</p> <blockquote class="twitter-tweet"> <p lang="und" dir="ltr"><a href="https://twitter.com/hashtag/IAintAfraidOfNoGhosts?src=hash">#IAintAfraidOfNoGhosts</a> <a href="https://twitter.com/hashtag/Ghostbusters?src=hash">#Ghostbusters</a> <a href="https://twitter.com/hashtag/ReallySilly?src=hash">#ReallySilly</a> <a href="https://twitter.com/hashtag/ghostbusterswaterloo?src=hash">#ghostbusterswaterloo</a> <a href="https://t.co/HLZ8ZaYP6g">pic.twitter.com/HLZ8ZaYP6g</a></p> — Reda Maher (@Reda_Maher_LDN) <a href="https://twitter.com/Reda_Maher_LDN/status/753917652611969029">July 15, 2016</a> </blockquote> <h3>Buyer opportunity</h3> <p>As well as being a great spectacle, the Ghostbusters installation at Waterloo also included a clever consumer tie-in, with Forbidden Planet running a retail unit nearby.</p> <p>Built to look like a New York subway station, the pop-up shop allowed consumers to buy limited edition Odeon tickets and a whole host of souvenirs.</p> <p>Aiming to capitalise on real-time excitement, it allowed Sony to help drive sales as well as just build excitement. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Our <a href="https://twitter.com/hashtag/ghostbusterswaterloo?src=hash">#ghostbusterswaterloo</a> booth is now open from 8am to 8pm - for all your <a href="https://twitter.com/hashtag/Ghostbusters?src=hash">#Ghostbusters</a> goodies! <a href="https://t.co/ikJdMnxcvH">pic.twitter.com/ikJdMnxcvH</a></p> — Forbidden Planet (@ForbiddenPlanet) <a href="https://twitter.com/ForbiddenPlanet/status/753881966731268096">July 15, 2016</a> </blockquote> <p>With this disruptive campaign, Sony shows that there's no need to be afraid of female leads <em>or</em> experiential marketing.</p> <p>(Oh and ghosts, let's not forget them.)</p> tag:econsultancy.com,2008:BlogPost/68054 2016-07-12T11:55:00+01:00 2016-07-12T11:55:00+01:00 Pat Symonds, CTO of Williams, on why VR will shape the future fan experience of F1 Nikki Gilliland <p>On a recent trip to Silverstone, I sat down with Pat to get his views on the topics of data and tech within the sport. </p> <p>Surprisingly, he wasn’t too precious about data being the property of those behind the scenes of Williams.</p> <blockquote> <p>At the moment, we have the data… We’re the ones looking at it as the drivers go around the track.</p> <p>A lot of it is too sophisticated or complex to be easily understood, but as faster data transmission happens, I think it’ll be completely natural for fans to gain access - to log on to a car and see everything that’s going on.</p> </blockquote> <p>Accessing data might be an exciting prospect for an existing and dedicated audience – but what about enticing new fans to Formula One?</p> <p>Could gaming be the next step?</p> <blockquote> <p>Even further, the ultimate will be having a virtual race where you can compete with the guys at Silverstone. To my mind, that scenario is not that far away.</p> <p>We use simulators to develop our cars, and while they cost millions at the moment… home simulators are definitely coming.</p> <p>In a few years, the average games machine will be a VR machine.</p> </blockquote> <p>Pat’s passion for technology is evident. However, with a lot of criticism about tech taking away from the sport, i.e. reducing the influence of the driver on a race, I also asked – is there such a thing as too much technology? </p> <p>Apparently, the answer all depends on how you view Formula One.</p> <p>Is it a business, a sport, or merely entertainment?</p> <blockquote> <p>In my view, Formula One's most important function is as entertainment. And people are entertained in different ways. Some, like me, love technology.</p> <p>I think it’s what gives cars their incredible performance… We need to recognise that technology has set the bar for Formula One. </p> <p>But of course, balance is key, and we mustn’t do it for the sake of it. The pit-stop is amazing for fans, but it shouldn’t be the only reason to watch.</p> </blockquote> <p><img src="https://assets.econsultancy.com/images/0007/6912/silverstone.jpg" alt="" width="780" height="430"></p> <p>Interestingly enough, one thing Pat agreed on was that Formula One (and Silverstone specifically) is far too exclusive.</p> <p>From getting tickets to even getting into the grounds, it’s all a bit too ‘VIP’.</p> <p>For those watching, it's worlds away from the weekly ritual of supporting a football or rugby team.</p> <blockquote> <p>Formula One needs to be visual, simple, short. I don’t know why we race for 300km, that’s way too long.</p> <p>If we could get it over within 45 minutes, that’d be optimum. Like a football game – fans don’t want to wait around when they could be enjoying a pie and a pint.</p> <p>We’ve tried to be too exclusive… It’s not easy to get into Silverstone and that’s a great shame. Not just physically, but in a virtual sense.</p> </blockquote> <p>Having <a href="http://www.pocket-lint.com/news/137077-new-sky-vr-studio-kicks-off-with-team-williams-f1-vr-experience-you-can-watch-online">recently teamed up with Sky</a> to produce a number of videos, it appears Williams is already trying to enter virtual territory. </p> <p>While some argue that 360-degree videos are rather basic, and still worlds away from the fully immersive style of <a href="https://econsultancy.com/reports/a-marketers-guide-to-virtual-reality/">virtual reality</a>, it does back up Pat's desire to bring the fans closer.</p> tag:econsultancy.com,2008:BlogPost/67993 2016-07-11T15:00:32+01:00 2016-07-11T15:00:32+01:00 Why Pharma marketers are increasingly turning to social media Tamara Littleton <h3>The opportunity for engagement</h3> <p>Pharma, like the finance sector, has realised that there’s opportunity in engaging in dialogue with customers on social media.</p> <p>Social content doesn’t have to be about the business and its products, in fact these can be some of the least engaging subjects to post about.</p> <p>The most successful pharma brands on social are the ones that focus on sharing content around the values of the company and its customers. They know what’s important to their followers and they post content that connects.</p> <p>There’s no guarantee that people won’t post content that breaches regulations, but this issue can be mitigated by ensuring that a team of people are working behind the scenes to moderate and manage the page – making sure it remains compliant. </p> <p>Companies have realised that having an active social media presence helps them to reach more people, raise brand awareness and discover what people really want from them.</p> <p><a title="@vitabiotics" href="https://twitter.com/vitabiotics" target="_blank">Vitabiotics</a>, which makes vitamin supplements like Wellwoman and Wellman, uses social media to raise awareness about health issues and promote the brand.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">If you’re due a smear test, make sure you go along – don’t be embarrassed, it could save your life. Find out more: <a href="https://t.co/ewQDYAwQII">https://t.co/ewQDYAwQII</a></p> — Vitabiotics (@vitabiotics) <a href="https://twitter.com/vitabiotics/status/743029083433521153">June 15, 2016</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">How great does our new Wellman ambassador <a href="https://twitter.com/DGandyOfficial">@DGandyOfficial</a> look in this campaign shot?! <a href="https://twitter.com/hashtag/Wellman?src=hash">#Wellman</a> <a href="https://twitter.com/hashtag/fitness?src=hash">#fitness</a> <a href="https://t.co/9X9v6hOaRp">https://t.co/9X9v6hOaRp</a></p> — Vitabiotics (@vitabiotics) <a href="https://twitter.com/vitabiotics/status/740132216030822400">June 7, 2016</a> </blockquote> <p>Meanwhile the <a title="@GSK" href="https://twitter.com/GSK" target="_blank">@GSK</a> twitter account reflects the company’s focus on leadership and research.</p> <p>It also uses quotes, videos and images to engage its followers.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">As someone who has risen through the ranks with us, Dipal shares her secrets to success <a href="https://twitter.com/hashtag/WednesdayWisdom?src=hash">#WednesdayWisdom</a> <a href="https://t.co/IzGK6o24D1">pic.twitter.com/IzGK6o24D1</a></p> — GSK (@GSK) <a href="https://twitter.com/GSK/status/743031632454635521">June 15, 2016</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/hashtag/DYK?src=hash">#DYK</a> rewriting electrical signals in the body could treat many chronic diseases? <a href="https://twitter.com/hashtag/bioelectronics?src=hash">#bioelectronics</a> <a href="https://t.co/pfntXy76I5">https://t.co/pfntXy76I5</a></p> — GSK (@GSK) <a href="https://twitter.com/GSK/status/742355946962190336">June 13, 2016</a> </blockquote> <p><a title="facebook.com/jnj" href="https://www.facebook.com/jnj" target="_blank">Johnson &amp; Johnson</a> uses its social media channels to share the company’s values – such as its focus on family – with its followers.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Today we're joining policy makers &amp; shakers @ the State of America's Fathers Summit. Follow along to join the conversation on <a href="https://twitter.com/hashtag/AmericanDads?src=hash">#AmericanDads</a>.</p> — Johnson &amp; Johnson (@JNJCares) <a href="https://twitter.com/JNJCares/status/742714751025872896">June 14, 2016</a> </blockquote> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fjnj%2Fposts%2F10153491544505951&amp;width=500" width="500" height="502"></iframe></p> <h3>Social isn’t going away</h3> <p>The industry has realised that even if it ignores social media, its customers won’t.</p> <p>Other industries have led the way on social media, perhaps resulting in consumers developing expectations around social media responsiveness. </p> <p>People know that if they have a bad experience with a brand they need only @mention them on Twitter and, often, someone from the company will get in touch to resolve the issue.</p> <p>Why shouldn’t they expect this from pharma brands?</p> <p>Ignore the conversation on social media and brands not only risk their reputation, but they lose the opportunity to create a community around the brand.</p> <p>Sure, people may not build their identities around their chosen brand of painkiller in the same way that they do with their choice of gaming console or favourite clothes brand, but a friendly, engaging social media presence can go a long way to keeping the brand at the forefront of people’s minds.</p> <p>When you consider that, according to Nielsen, 83% of people value the <a title="nielsen.com" href="http://www.nielsen.com/ug/en/press-room/2015/recommendations-from-friends-remain-most-credible-form-of-advertising.html" target="_blank">recommendations of friends and family</a> over other forms of advertising, establishing a strong online community of advocates seems like something that most brands should be focusing their marketing efforts on.</p> <p>No matter what industry they are in.</p> <h3>Dealing with potential crises</h3> <p>Crises often break on social media. Brands that are engaged in social media have an opportunity to spot the signs of a brewing crisis, and solve the problem before it becomes a major issue.</p> <p>Ignore it, or fail to spot the complaints at all, and the brand can find itself playing catch-up on its own crisis.</p> <p>People reporting adverse reactions, for example, may not call a helpline or visit their GP in the first instance, but may take to Twitter asking “has anyone else had this kind of rash when taking @antibiotic?”</p> <p>Pharma brands have realised that they can use social media without breaching guidelines, and that they need to be there because that’s where people are.</p> <p>It’s where discussions about the brand happen every day and they need to be listening to them even if they are unable to respond directly with specifics due to regulations.</p> <p>As increasing numbers of social networks and apps become popular, pharma companies and their brands will need to think of increasingly creative ways to use them to engage and inform their followers.</p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/blog/67131-pharma-s-mobile-social-efforts-aren-t-as-healthy-as-they-should-be/"><em>Pharma's mobile &amp; social efforts aren't as healthy as they should be</em></a></li> <li><a href="https://econsultancy.com/reports/healthcare-study-organizing-marketing-in-the-digital-age/"><em>Healthcare Study: Organizing Marketing in the Digital Age</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68045 2016-07-11T11:23:56+01:00 2016-07-11T11:23:56+01:00 How Global Goals is using social media to highlight gender inequality Nikki Gilliland <p>Last week, Global Goals released a remake of the Wannabe video for a new generation. Produced by Project Everyone, the campaign is part of the UN’s initiative to reach 17 sustainable goals by 2030.</p> <p>This time, it is fighting to <a href="http://www.globalgoals.org/global-goals/gender-equality/">end gender inequality around the world</a>.</p> <p>Although I’ve been mildly aware of the campaign for a while, I’ve only just discovered that the Global Goals is doing some interesting things with its digital presence – specifically on social media.</p> <p>Here’s a run-down of how it's utilising social to great effect.</p> <h3>Using video to spread the word </h3> <p>Starring a number of artists from around the world, including Bollywood actress Jaqueline Fernandex and British hip-hop group M.O, the 'Wannabe' remake is an inspired piece of video content.</p> <p>Much like the original, it is set up in one continuous shot, using locations from London to Nigeria to showcase its multinational cast. </p> <p>With artists advocating gender equality - specifically calling for equal pay, an end to child marriage and violence against girls – its message is loud and clear. </p> <p>Since Victoria Beckham shared the video on her Facebook page, it has gone truly viral, garnering over half a million shares in just one day. </p> <p><iframe src="https://www.youtube.com/embed/sZQ2RUFd54o?wmode=transparent" width="854" height="480"></iframe></p> <h3>Clever hashtags</h3> <p>Using the hashtag #whatireallyreallywant as a spin-off, Global Goals manages to perfectly encapsulate the spirit of the campaign as well as encourage interaction.</p> <p>At the end of the video there is a call-to-action asking people to join the movement, simply by sharing a picture of #whatireallyreallywant on social media.</p> <p>Unlike most charity hashtags where sharing merely promotes the cause, the best part about this campaign is that it aims to actually use the social media support it generates to help get a result.</p> <p>By promising to pass on the message to UN leaders, it means supporters feel like their actions will have an effect as opposed to just adding to the noise.</p> <p><img src="https://assets.econsultancy.com/images/0007/6824/Global_Goals_hashtag.PNG" alt="" width="780" height="394"></p> <h3>Multichannel content</h3> <p>Alongside video, Global Goals also utilises other channels to spread awareness. </p> <p>On the back of the fact that 95% of the global population have access to radio, last year Radio Everyone produced a series of audio documentaries entitled Global Superheroes.</p> <p>One of its documentaries, ‘Girls’, tells the stories of five inspiring females fighting for change around the world. </p> <p>Supported by broadcasters ranging from the BBC in the UK to Big FM in India, and <a href="https://www.mixcloud.com/globalgoals/global-superheroes-girls-presented-by-anoushka-shankar/">streamed on radio platform MixCloud</a>, it was designed to be universally accessible for all.</p> <p>Similarly, the Global Goals app cleverly builds on the premise that one individual can make a massive impact by encouraging users to share personalised videos and photos highlighting their own chosen goal. </p> <p>Showing real-time shares on an interactive map, it combines cool design and clever UX.</p> <p>With regular activity on Twitter, YouTube and Instagram too, Global Goals uses its multichannel presence to ensure its cause is not only spread far and wide, but in the most engaging way possible.</p> <p><img src="https://assets.econsultancy.com/images/0007/6829/IMG_2071.PNG" alt="" width="300" height="532">  <img src="https://assets.econsultancy.com/images/0007/6830/IMG_2072.PNG" alt="" width="300" height="532"> </p> <h3>Influential voices</h3> <p>As well as using the Spice Girls to showcase the power of female solidarity, Global Goals has also capitalised on the influence of many other famous faces.</p> <p>With the <a href="https://econsultancy.com/blog/68012-five-key-changes-within-the-world-of-celebrity-marketing/">growing popularity of YouTubers</a>, many brands are increasingly desperate to collaborate with <a href="https://econsultancy.com/reports/the-rise-of-influencers/">social media influencers</a>. </p> <p>For Global Goals, this ability to reach such a massive demographic is similarly irresistible. </p> <p>Tanya Burr is just one influencer getting behind #whatireallyreallywant.</p> <p>With her video introducing the campaign garnering a mammoth 911,541 views, she’s certainly been successful in spreading the word to her core audience.</p> <p><iframe src="https://www.youtube.com/embed/DT3wZp-V2gI?wmode=transparent" width="854" height="480"></iframe></p> <p>Of course, YouTubers aren’t the only voices with authority on social.</p> <p>Celebrities who often use Twitter to promote worthwhile causes, such as Emma Watson, Caitlin Moran and Jamie Oliver, have all retweeted the 'Wannabe' video since it went live, as well as some prominent charities. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Girl power has come a long way. <br>Let’s take it even further!<a href="https://twitter.com/hashtag/WhatIReallyReallyWant?src=hash">#WhatIReallyReallyWant</a> <a href="https://t.co/dc7O21fUnV">https://t.co/dc7O21fUnV</a></p> — Save the Children UK (@savechildrenuk) <a href="https://twitter.com/savechildrenuk/status/750379249715085312">July 5, 2016</a> </blockquote> <h3>In conclusion...</h3> <p>Combing an empowering message with real creativity, Global Goals shows how clever use of social media can be the ultimate tool for any campaign.</p> <p>That, and a touch of nineties nostalgia.</p>