tag:econsultancy.com,2008:/topics/twitter Latest Twitter content from Econsultancy 2016-08-18T14:15:04+01:00 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:Report/4207 2016-07-27T21:00:00+01:00 2016-07-27T21:00:00+01:00 The Japan Digital Report <p><strong>The Japan Digital Report</strong> aims to provide background for marketers who are outside of Japan and currently marketing in Japan, thinking of launching a campaign there, or even just curious about the country and its digital landscape.</p> <p>Additionally, the report provides detailed information about marketing on LINE, the most culturally significant digital platform in Japan presently.</p> <p>Through the data, the charts and the commentary, the report will help marketers looking to make a case for investing more in the country and provide a foundation for further research.</p> <h2>Topics covered include:</h2> <ul> <li> <strong>Demographics.</strong> How does Japan compare to the rest of the world?</li> <li> <strong>Digital readiness.</strong> What is the current state of internet and mobile technology in the country?</li> <li> <strong>Digital landscape.</strong> What are the main web, social, search, video and ecommerce sites in the country, and how do they operate?</li> </ul> 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/68075 2016-07-14T15:17:07+01:00 2016-07-14T15:17:07+01:00 Who will win the live-streaming battle: Facebook Live or Periscope? Blake Cahill <p>With an injection of social along with the time-sensitive nature of breaking broadcast, live-streaming is simply an age-old device repurposed for the present times. </p> <h3><strong>What does it mean for all of us?</strong></h3> <p>As traditional social channels are coming close to saturation, tech companies need to build new channels to invigorate their consumers.</p> <p>For brand marketers, this offers a tremendous opportunity to access tech-native early-adopter millennials and post-millennials – the customers of today and tomorrow.</p> <p>Most of whom have foregone broadcast, print, and 1.0 social networks for next-gen platforms.</p> <p>When it comes to advertising value, according to <a href="http://totalaccess.emarketer.com/Article.aspx?R=1014105&amp;dsNav=Ro:-1,N:789,Nr:NOT(Type%3aComparative+Estimate)">eMarketer</a>, digital video advertising spending grew 46% to $7.7bn in the US last year alone.</p> <p>Meaning marketers are increasingly betting on the success of these live platforms. </p> <h3><strong>#SendMeToSleep – the world’s most sleep-inducing social campaign</strong></h3> <p>A good example is the <a href="http://www.philips.co.uk/healthcare/resources/landing/world-sleep-day">#SendMeToSleep</a> social media campaign we rolled out in time for the World Sleep Day.</p> <p>As part of this campaign – during which we actively tried to create content so boring it was capable of sending our audiences straight to sleep – Philips broadcasted what Twitter tells us is the world’s longest Periscope stream.</p> <p><iframe src="https://www.youtube.com/embed/ZzOFWhtxEUw?wmode=transparent" width="560" height="315"></iframe></p> <p>For 41 hours straight, we showed splashes of paint being added to a canvas.</p> <p>And because the whole campaign was engaging and worked as a holistic experience, more than 6,000 people tuned in to watch paint dry.</p> <p>Besides being strangely soothing and entertaining, the campaign has achieved significant commercial success which should be the cornerstone of any good marketing strategy.</p> <h3><strong>Periscope &amp; Facebook Live: A modern day David &amp; Goliath?</strong></h3> <p>At first glance, it might look like Facebook is the obvious winner – it has the size, money, user base and brand trust as a popular advertising platform.</p> <p>Despite all this, however, I wouldn’t count out Twitter just yet.</p> <h4>Four reasons for choosing Facebook Live:</h4> <ol> <li> <strong>Audience:</strong> Facebook has a user base of 1.2bn people.</li> <li> <strong>Brand presence:</strong> Live broadcast can bring life back to Facebook brand pages that have been lagging behind Instagram and Twitter in terms of engagement.</li> <li> <strong>Spending power:</strong> Facebook has been on a spending spree signing over 140 contracts worth more than $50m with the likes of CNN, the New York Times and BuzzFeed.</li> <li> <strong>Pioneers:</strong> Airbnb and Disney teamed up for the Jungle Book premiere, Chevrolet used it to launch its new electric car, and Patron taught viewers how to master the perfect drink. </li> </ol> <h4>Four reasons for choosing Periscope:</h4> <ol> <li> <strong>The “cool” factor:</strong> Twitter’s <a href="http://www.bloomberg.com/gadfly/articles/2016-02-12/social-studies-comparing-twitter-with-facebook-in-charts">user base</a> skew younger, more diverse, wealthier, more educated and more likely to live in urban areas. This will drive usage as the two platforms integrate.</li> <li> <strong>Additional features:</strong> The native app offers a dedicated space with broadcast tabs, account tracking and sketch &amp; reaction options that just make it a bit more fun and user-oriented.</li> <li> <strong>Content:</strong> Periscope recently secured partnerships with <a href="https://gopro.com/help/articles/Block/Periscope-Live-Streaming-with-your-GoPro">GoPro</a> and <a href="http://uk.businessinsider.com/twitter-to-stream-nfl-thursday-night-games-2016-4">Thursday Night Football</a> (NFL) to ensure a lineup of engaging content.</li> <li> <strong>Innovation:</strong> Periscope just recently announced a series of new functions such as drone feed integration, search functions, and auto-save through app and Twitter comments.</li> </ol> <h3><strong>What are the downsides? </strong></h3> <p>Live on camera, some products, and even some people, may not work well.</p> <p>It’s difficult to be smartly scripted while still coming across as authentic, and a constant stream of comments from viewers can be hard to manage and moderate.</p> <p>It’s also important that you own what you’re streaming. No brand wants to end up tied in legal battles because they streamed content where ownership and rights haven’t been made clear.</p> <p>As with all new tools, it’s not easy to measure a return on investment. How you measure success – do you look at viewer numbers or drop-offs, likes or the comments?</p> <p>Lastly, live-streaming without a clear strategy and a clear focus on quality and relevance will ultimately disappoint the audience.</p> <h3><strong>Who is the winner?  </strong></h3> <p>At this point, it’s still too early to call.</p> <p>However, the competition is heating up, with YouTube and Tumblr unveiling their competitive offering along with lesser known players such as Live.ly, Livestream, and Hang all releasing their own live broadcast services.   </p> <p>If you’ve already placed your bets then make sure your content fits with the medium and you’re totally clear on ownership, quality, and measurement.</p> <p>Everything after that is just a stream away. </p> <p><em>For more on this topic, read:</em></p> <ul> <li><a href="https://econsultancy.com/blog/67603-what-marketers-need-to-know-about-facebook-s-livestreaming-push/"><em>What marketers need to know about Facebook's livestreaming push</em></a></li> <li><a href="https://econsultancy.com/blog/67712-seven-helpful-tips-for-livestreaming-success/"><em>Seven helpful tips for livestreaming success</em></a></li> <li><a href="https://econsultancy.com/blog/67967-six-things-we-learned-from-using-periscope-to-live-stream-from-fodm16/"><em>Six things we learned from using Periscope to live stream from #FODM16</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68021 2016-07-06T11:07:00+01:00 2016-07-06T11:07:00+01:00 Q&A: Bloodwise on why social data is a vital tool for charities Nikki Gilliland <p>We recently sat down with Insights &amp; Analysis Manager, Owen Bowden, to find out why social data (and a brand new image) has helped turned the charity around.</p> <p>Here’s what he had to say!</p> <h3>What were the main motivations behind changing your name to Bloodwise and how did you prepare for it?</h3> <p>We undertook a two-year research programme into the needs of blood cancer patients, and it soon became clear that our old name – Leukaemia &amp; Lymphoma Research – wasn’t working hard enough for us.</p> <p>While leukaemia and lymphoma are (and remain) hugely important words to us and to our supporters, there are many different types of blood cancer. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">There are 137 types of blood cancer. <a href="https://twitter.com/hashtag/WeAreBloodwise?src=hash">#WeAreBloodwise</a> and we're here to beat them all. Please retweet and share!<br> <a href="http://t.co/nURFEmeuPl">http://t.co/nURFEmeuPl</a></p> — Alastair Campbell (@campbellclaret) <a href="https://twitter.com/campbellclaret/status/639054928514797568">2 September 2015</a> </blockquote> <p>Our old name didn’t tell the world that we’re here for every single patient, no matter what type of blood cancer they have. It also didn’t fully reflect all the work we do to beat blood cancer. </p> <p>Our commitment to funding world-class research is as strong as ever, but we also need to tell people affected by blood cancer about our wide portfolio of patient services.</p> <h3>What were the main challenges faced during the rebrand?</h3> <p>Changing our name was always going to be a big decision, but we were sure to involve as many people as possible – including patients, supporters and staff to ensure we were working in everybody’s best interest.  </p> <p>We took time and did a lot of research.</p> <p>There are 137 different types of blood cancer, all with different names, symptoms and challenges.</p> <p>You'll probably recognise two or three, but many might be unfamiliar and some don't even sound like cancers. It makes blood cancer hard to understand and can leave patients feeling isolated. </p> <p>Blood Cancer Awareness Month in September gave us a platform to build an online and offline awareness campaign using our new name.</p> <p>It was developed by an agency but the complementary social media campaign was otherwise developed and administered in-house.</p> <p>We therefore needed a robust <a href="https://econsultancy.com/reports/social-media-strategy-best-practice-guide/">social media strategy</a> supported by insights into the online perception of the new name and tracking the campaign. </p> <p>In order to glean this intelligence, we partnered with social media monitoring platform Crimson Hexagon to analyse the reach of the campaign and the reaction to it. </p> <p><iframe src="https://www.youtube.com/embed/g17RZYC28ME?wmode=transparent" width="854" height="480"></iframe></p> <h3>Why is social data so useful for charities or Bloodwise in particular?</h3> <p>Social channels are crucial for charities for raising money, talking with supporters, campaigning and raising awareness of their cause.</p> <p>In one week we might be talking about policy, promoting our London Bikeathon, answering patient’s questions, thanking celebrities and announcing a research breakthrough. </p> <p>The diversity of topics and activities that charities use social channels for doesn’t exist in many organisations. Understanding our conversations with social data is key for this. </p> <p>It gives us a real understanding of our supporters and what matters most to them.</p> <p>In turn, this allows us to identify specialist audiences such as clinicians, and build more complete profiles to ensure the right people are receiving the right messages.</p> <p>Social data is also priceless for marketing; it can provide a clear window into the impact of awareness campaigns and what works well, which can then influence how charities plan future marketing campaigns.</p> <p>We now leverage our data to track wider conversations about blood cancer in the UK to better understand where and how people are talking about the disease.</p> <h3>As well as social media, what digital channels do you think are most important? </h3> <p>Organic search and <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">PPC</a> are important for us in terms of provision of patient information. Google very generously gives <a href="https://econsultancy.com/blog/67634-how-charities-are-suffering-since-google-removed-right-hand-ppc-ads/">AdWords grants to charities</a>, and optimising this is really key for us. </p> <p>We did our first small test with promoted YouTube ads as part of the campaign and we were impressed at how cost effective it was for the reach we achieved. </p> <h3>The biggest users of social media platforms like Twitter are between the ages 18-35. How do you ensure the message is being spread to all ages?</h3> <p>Our Facebook audience is actually an older demographic, two thirds is 35+ and one fifth is 55+.</p> <p>Data such as this allows us to understand the breakdown of our different social channels far more. We also encourage all of our supporters to sign up to our newsletter to keep up to date with our work. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/hashtag/CharityIs?src=hash">#CharityIs</a> making people's lives better <a href="https://t.co/q7CBczm8rK">https://t.co/q7CBczm8rK</a> <a href="https://twitter.com/hashtag/WeAreBloodwise?src=hash">#WeAreBloodwise</a> <a href="https://t.co/Us0UMIzlFb">pic.twitter.com/Us0UMIzlFb</a></p> — Bloodwise (@bloodwise_uk) <a href="https://twitter.com/bloodwise_uk/status/710775413190971393">March 18, 2016</a> </blockquote> <p>We also have a strong presence offline to raise awareness of who we are and what we do. We run our own events and support those who are doing great things to fundraise for the organisation.</p> <p>We also partner with other organisations, like Wickes and Royal London, which helps us promote the campaign to their customers and further raise awareness.</p> <h3>There are so many charities out there to support – how do you use social to appeal to people who might not have been directly affected by blood cancer?</h3> <p>There are so many great causes for people to support and we understand that it can be a very personal decision to get behind a charity.</p> <p>We use social media to support everybody, whether they have been directly affected by blood cancer or not.</p> <p>We run and get involved with a lot of sports events such as the London and Birmingham Bikeathons, the Bloodwise Blenheim Triathlon and our London to Paris cycling event.  </p> <p>Sports events are a great way for us to have conversations with people who may not have been directly affected by blood cancer and social media is a great way to promote the events and to support the fundraisers who are taking part.</p> <p>We also, like many charities, use the power of storytelling to reach out beyond those affected: Everyone feels for the family whose child has been affected by blood cancer.</p> <h3>We’ve seen a lot of charities use hashtags to promote a cause – #nomakeupselfie, #icebucketchallenge etc. – do you think people will become desensitised or bored of this behaviour in future?</h3> <p>Both #nomakeupselfie and #icebucketchallenge were created by social media users and not the organisations they raised money for.</p> <p>It’s nigh on impossible to plan that level of virality but hashtags are still very effective for bringing together a specific community. </p> <p>We used #wearebloodwise to launch our campaign, utilising celebrity support from people like Stephen Fry and Alastair Campbell, and it achieved a reach of 13m.</p> <p>They can also be very effective when used as a campaigning tool: #findmike or #thisgirlcan for example.  </p> <p>Bloodwise is dedicated to those affected by blood cancer and so our social media strategy needs to go beyond planning for a viral campaign.</p> <p>We want to make sure we are supporting everyone involved in the charity the best we can, so we can work together to beat blood cancer.</p> <p><strong><em>July is Data Month at Econsultancy. Go <a href="http://hello.econsultancy.com/datamonth/?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econblog">here</a> to see all our related blog posts and reports.</em></strong></p> tag:econsultancy.com,2008:BlogPost/68005 2016-06-28T09:45:53+01:00 2016-06-28T09:45:53+01:00 How brands tried to get involved in the Brexit debate Andrew Chrysostom <p>I've looked at some examples from the last few days to see which brands tried to do a spot of Brexit newsjacking.</p> <h3>Tinder</h3> <p>The dating app decided to dip its toes into the political pool with the help of party-neutral organisation ‘Bite the Ballot’. </p> <p>It managed to achieve the goal of registering 500,000 users to vote by using an ‘EU true or false’ quiz.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/5567/tindervote-large_trans__qvzuuqpflyliwib6ntmjwfsvwez_ven7c6bhu2jjnt8-blog-flyer.jpg" alt=""></p> <p>Whilst it didn’t automatically match you with fellow ‘Remainiacs’ or other ‘Brexiteers’, as a brand reputation exercise it allowed Tinder to shirk the image of merely being a hook-up app.</p> <h3>Ryanair</h3> <p>Police were called in when the budget airline ran its 'Brexit Special', which offered discount rates to ex-pats who wanted to fly home to vote in favour of remaining in the EU.</p> <p>Ryanair stood accused of trying to illegally influence the outcome of an election, but was eventually found not guilt of this offence.</p> <p>There are many regulations surrounding incentivising an audience to vote a particular way, as shown by ‘Operation Croissant’ which was offering free pastries alongside notes from the French expressing their love for Britain.</p> <p>In the end the order was passed not to provide food. Not all bad as the croissants went to a homeless shelter. Sacre Bleu.</p> <p><img src="https://assets.econsultancy.com/images/0007/6550/14d91137ff0b11859255902a0a3f6fd93ba8fc0aa2b349db0179a05c5acf59bc.jpg" alt="" width="468" height="280"></p> <p>This wasn’t the only snafu from Ryanair, as minutes after the result was announced it sent an email blast containing the line ‘Celebrate remaining in Europe’.</p> <p>An important lesson in planning around live events, and paying attention to detail.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Just got this email from Ryanair <a href="https://twitter.com/hashtag/awkward?src=hash">#awkward</a> <a href="https://t.co/0qjx7rjdcj">pic.twitter.com/0qjx7rjdcj</a></p> — Adam (@adam_york) <a href="https://twitter.com/adam_york/status/746253832225759232">June 24, 2016</a> </blockquote> <h3>Wetherspoons </h3> <p>High street pub chain JD Wetherspoons has been very vocal in its support of Brexit.</p> <p>The chairman, Tim Martin, even did a tour of 100 pubs to explain his company’s stance. </p> <p><img src="https://assets.econsultancy.com/images/0007/6551/JS93014700.jpg" alt="" width="615" height="409"></p> <p>It went as far as to print 500,000 beer mats criticising the current government.</p> <p>I was surprised that a nationwide employer would take such a strong stance on a divisive issue, but brand identity may now be considerably stronger among areas of its core demographic.</p> <h3>Nirvana spa</h3> <p>A less successful application of expressing favour for leaving the EU can be found with ‘Nirvana Spa’ in Reading.</p> <p>Its chairman made the decision to send an unauthorised email to its database which linked to an article on the benefits of voting to leave. </p> <p>Although nothing has been officially investigated, it is a grey area when it comes to data misuse – and certainly raises an interesting point about how much you’ve voted to opt-in when you agree to receive communications.</p> <p>That wasn’t an intentional pun.</p> <h3>Sky News </h3> <p>While technically a media company rather than a retailer or consumer goods brand, I wanted to include this great video from Sky News. </p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fskynews%2Fvideos%2Fvb.164665060214766%2F1362672097080717%2F%3Ftype%3D3&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p>Hopping on the back of YouTube sensations such as ‘Cassette Boy’ (who incidentally has a strong history of political satire), Sky News developed a ‘mashup’ video to promote debates on its show The Pledge.</p> <p>I think the execution and tone is perfect, and the video itself has over 10m views on Facebook alone.</p> <p>Also, it provides an excuse to get Spice Girls songs stuck in your head.</p> <h3>Independence Day</h3> <p>This example wasn't a pre-meditated attempt at newsjacking, but seemed to coincide in a very unique way.</p> <p>Boris Johnson’s speech at the last debate before the referendum finished with the line ‘June 23rd can be our Independence Day!’</p> <p>Spookily, <em>Independence Day: Resurgence</em> was released a day later.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">'June 23rd will go down in history as our independence day' - Nigel Farage <a href="https://t.co/ByojqjW6Be">pic.twitter.com/ByojqjW6Be</a></p> — Robert White (@robertwhitejoke) <a href="https://twitter.com/robertwhitejoke/status/746267509440024576">June 24, 2016</a> </blockquote> <h3>Nando’s</h3> <p>Next up, everyone’s favourite Portuguese chicken shop – Nando’s.</p> <p>The restaurant was forced to take to Twitter after users panicked when rumours circulated that the business would cease to operate in the UK following Brexit.</p> <p>Not a huge deal, but a nice example of a brand listening and monitoring social chatter and getting a simple, neutral message to its customers.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Right, let's put these rumours to bed. We are definitely staying in the UK!</p> — Nando's (@NandosUK) <a href="https://twitter.com/NandosUK/status/746402561113071617">June 24, 2016</a> </blockquote> <h3>Fortnum &amp; Mason</h3> <p>And finally we have the Queen's own grocer, Fortnum &amp; Mason.</p> <p>The fallout from the referendum continues to divide the UK, but as Fortnum points out, we do still have some common ground.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Last chance! Enjoy 25% off our fine Champagnes. Ends tonight. <a href="https://t.co/UQvJ4jI5dp">https://t.co/UQvJ4jI5dp</a> <a href="https://t.co/xYMV4T6BIu">pic.twitter.com/xYMV4T6BIu</a></p> — Fortnum &amp; Mason (@Fortnums) <a href="https://twitter.com/Fortnums/status/747082015543984128">June 26, 2016</a> </blockquote> <p><em>For more on this topic, read:</em></p> <ul> <li><a href="https://econsultancy.com/blog/64911-23-nimble-examples-of-agile-marketing-from-ecommerce-brands/"><em>23 nimble examples of agile marketing from ecommerce brands</em></a></li> <li><a href="https://econsultancy.com/blog/64689-agile-newsjacking-from-alex-and-alexa-and-baby-prince-george/"><em>Agile newsjacking from Alex and Alexa and baby Prince George</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/67925 2016-06-22T15:12:00+01:00 2016-06-22T15:12:00+01:00 Social media image guide for brands: June 2016 Andrew Chrysostom <p>It’s always useful to have a reminder, so please use this handy guide to ensure your brand looks spick and span when it comes to posting images.</p> <p>Here are the exact image sizes required by Facebook, Twitter, LinkedIn, YouTube and, just for laughs, Google+. The sizes are accurate as of June 2016.</p> <p><a href="https://assets.econsultancy.com/images/0007/6131/size_guide.jpg"><img src="https://assets.econsultancy.com/images/0007/6131/size_guide.jpg" alt="" width="800" height="4996"></a></p> tag:econsultancy.com,2008:BlogPost/67958 2016-06-22T09:56:00+01:00 2016-06-22T09:56:00+01:00 If video is the future of the internet, here's what brands need to know Patricio Robles <p>If it is, here's what brands need to know.</p> <h3>Video is changing the face of non-video services</h3> <p>One of the strongest pieces of evidence to support the notion that video is the future of the internet is the impact it's having on some of the most popular online services that, unlike YouTube, didn't start out with a video focus.</p> <p>For example, when Instagram, which rose to prominence as a social photo sharing app, <a href="https://econsultancy.com/blog/67684-instagram-s-new-60-second-video-limit-five-things-brands-need-to-know/">announced a new 60-second video limit</a> earlier this year, the company revealed that the time its users spend watching videos has increased by more than 40% in the past six months.</p> <p>There's no reason to believe that trend has stopped and, while it's still a popular photo sharing app, video is increasingly becoming a bigger and bigger part of the Instagram content mix.</p> <p>The impact of video is even more apparent when looking at Instagram's owner, Facebook.</p> <p>The world's largest social network is now one of the most popular platforms for sharing video, and <a href="http://thenextweb.com/opinion/2015/04/23/facebook-video-is-on-course-to-steal-youtubes-video-sharing-crown/">a real threat to YouTube</a>.</p> <p>But Facebook doesn't just have the potential to overtake YouTube; it could find that it is overtaken by video itself.</p> <p>Nicola Mendelsohn, Facebook's VP for EMEA, <a href="http://www.cnbc.com/2016/06/15/facebook-may-be-all-video-in-5-years-vp-says.html">made headlines</a> recently at a conference in London when she predicted that the social network would "probably" be "all video" in the next five years.</p> <p>"If I was having a bet, it'd be video, video, video," she told the audience. Why? Video packs a lot of punch...</p> <blockquote> <p>The best way to tell stories in this world - where so much information is coming at us - actually is video. It commands so much information in a much quicker period so actually the trend helps us digest more of the information in a quicker way.</p> </blockquote> <h3>Video ads are big, but...</h3> <p>For brands looking to take advantage of mobile, video advertising is the low-hanging fruit.</p> <p>While digital video ads - at least the good ones - <a href="https://econsultancy.com/blog/64222-good-digital-video-ads-aren-t-just-tv-spots-on-different-devices">aren't repurposed TV spots</a>, they're the easiest way for brands to dip their toes in the online video waters.</p> <p>But the formats most familiar to brand marketers, like pre-rolls, <a href="https://econsultancy.com/blog/63277-pre-roll-video-ads-is-it-any-wonder-why-we-hate-them">aren't exactly loved by consumers</a>, and there's that <a href="https://econsultancy.com/blog/65538-advertisers-spending-more-on-online-video-despite-viewability-concerns">darned issue of viewability</a>.</p> <p>So it's no surprise that many brands are going beyond video ads. For example, brands are creating original content for platforms <a href="https://econsultancy.com/blog/63257-four-examples-of-brands-rocking-instagram-video">like Instagram</a>, including <a href="https://econsultancy.com/blog/67562-could-shield-5-signal-a-new-wave-of-social-cinema">mini-series</a>, and <a href="https://econsultancy.com/blog/63073-eight-brands-that-have-run-video-contests-using-twitter-s-vine">encouraging consumers to create content as part of contests</a>.</p> <p>They're also working with influencers <a href="https://econsultancy.com/reports/influencing-the-influencers-the-magic-of-co-created-content">to co-create content</a>, and <a href="https://econsultancy.com/blog/6834-why-etailers-need-product-videos">using product videos to increase conversion rates and basket sizes</a>.</p> <p>In short, there are plenty of <a href="https://econsultancy.com/blog/7397-the-10-types-of-online-video-that-brands-should-embrace-with-gusto">ways brands can embrace online video</a> and while some are associated with advertising, some of the most effective aren't.</p> <h3>Live video is not a fad</h3> <p>The biggest trend in online video recently has been live video.<a href="https://econsultancy.com/blog/66225-is-meerkat-the-next-big-thing-in-social-media"><br></a></p> <p>Numerous brands <a href="https://econsultancy.com/blog/66564-how-brands-can-use-periscope-and-meerkat">have embraced Meerkat and Twitter-owned Periscope</a>, <a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live">as well as Facebook Live</a>. Facebook <a href="https://econsultancy.com/blog/67603-what-marketers-need-to-know-about-facebook-s-livestreaming-push">is investing heavily in Live</a>, and it appears to be paying off.</p> <p>According to Facebook's Mendelsohn, Live has been "a bigger, faster phenomenon" than the company expected, and engagement on Live videos is "much higher," with Live videos receiving ten times as many comments as pre-recorded videos.<strong><br></strong></p> <p>While live video's rise is most evident on social platforms like Facebook, brands should keep in mind that live video isn't exclusive to these platforms, as evidenced by <a href="https://econsultancy.com/blog/67627-is-amazon-s-style-code-live-this-generation-s-answer-to-the-tv-shopping-channel">Amazon's Style Code Live</a>, a live 30-minute show the online retail giant produces and streams daily Monday through Friday.</p> <p>It features an interactive player that highlights products as they are featured in the show, giving viewers the ability to more easily purchase them.</p> <p><img src="https://assets.econsultancy.com/images/0007/2790/stylecode2.jpg" alt="" width="621" height="106"></p> <h3>Mobile isn't a barrier</h3> <p>If there were reasons to be skeptical about video's potential, one of the biggest might have been concerns over mobile performance, as well as bandwidth and data utilisation.</p> <p>But advances in mobile technology and reduced data costs mean that widespread mobile usage isn't a permanent impediment to the growth of video on the internet.</p> <p>The statistics back this up: Facebook's Mendelsohn revealed that the company's users are watching an average of 100m hours of video every day on mobile devices.</p> <h3>Sound is optional</h3> <p>Video has traditionally been an audiovisual medium, but the internet is changing that.</p> <p>On Twitter and Facebook, videos autoplay without sound, challenging brands to find ways <a href="https://econsultancy.com/blog/67442-how-to-create-facebook-video-ads-that-cater-for-silent-autoplay">to deliver video content that's compelling even without audio</a>. One of the more increasingly common techniques: <a href="https://econsultancy.com/blog/67932-the-future-of-video-is-vertical-texted-emotional">texted video</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/5827/Screen_Shot_2016-06-08_at_14.26.36.png" alt="" width="615" height="344"></p> <h3>Video is for more than big brands</h3> <p>Content is king, and producing high-quality video content can require a royal budget. But costs <em>are</em> coming down and companies have more tools than ever to create video content without spending five, six or seven figures.</p> <p>For instance, there are plenty of services that offer stock video, and video platforms are increasingly aiming to make themselves accessible to even the smallest of companies.</p> <p>Just recently, <a href="http://www.adweek.com/news/technology/youtube-introducing-new-ways-help-small-businesses-make-better-video-ads-171999">YouTube launched YouTube Director</a>, a free app that provides templates and editing tools, and is even offering businesses that spend as little as $150 on YouTube advertising the services of a filmmaker who will come to their location to film an ad spot.</p> <h3>New technologies will change the game</h3> <p>New technologies, such as <a href="https://econsultancy.com/blog/66587-10-ways-marketers-can-use-virtual-reality-right-now/">virtual reality</a>, are offering new opportunities for brands to create compelling original video content.</p> <p>Naturally, some of these technologies are expensive - pro VR cameras can cost tens of thousands of dollars - but some, like <a href="https://econsultancy.com/blog/67748-three-ways-marketers-can-benefit-from-the-drone-revolution">drones</a>, don't require mega-brand-sized budgets and they can still captivate.</p> <p>Drone-captured video, for instance, has been used to great effect by small businesses like Capt. Dave's Dolphin &amp; Whale Watching Safari, which has racked up millions of views on YouTube.</p> <p><iframe src="https://www.youtube.com/embed/Bo_f8mV5khg?wmode=transparent" width="560" height="315"></iframe></p> <h3>There are riches in niches</h3> <p>The internet, as compared to mediums like radio and television, is the most niche-friendly, and given the appeal of video content, it's not surprising that digital video is giving birth to and supporting lucrative niches. </p> <p>One of the best examples of this is Twitch. Launched in 2011, the video game-focused streaming service was acquired by Amazon in 2014 for nearly $1bn.</p> <p>Last year, its users watched 459,000 years of video, and that number should only rise as <a href="https://econsultancy.com/blog/67921-what-marketers-need-to-know-about-esports">eSports continues to grow</a>.</p> <p>For brands, there are great opportunities to get involved in these niches through advertising, sponsorship and original content.</p> tag:econsultancy.com,2008:BlogPost/67967 2016-06-20T11:32:46+01:00 2016-06-20T11:32:46+01:00 Six things we learned from using Periscope to live stream from #FODM16 Andrew Chrysostom <p>Live streaming is a topic we’ve written several posts about, so it felt slightly hypocritical not to give it a go.</p> <p>Obviously given proper planning time there’d be no opportunity to make mistakes to learn from, and where’s the fun in that?</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/6208/screen_shot_2016-06-17_at_15.30.34-blog-flyer.png" alt="" width="470" height="258"></p> <p>So at 12pm the day before the event I turned to our editor and casually suggested we live stream a talk. That’s where the first of the lessons begun.</p> <h3>1. Get a tripod</h3> <p>The first step was testing the quality of streaming with the equipment we had, in this case it meant an iPhone 6.</p> <p>Periscope is available to broadcast via GoPro cameras but sadly we didn’t have one knocking around Econ Towers.</p> <p>The difference in quality between the phone resting on a table and holding it quickly became apparent.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/6201/screen_shot_2016-06-17_at_15.07.35-blog-flyer.png" alt="" width="470" height="228"></p> <p>Due to the angle of the stage, it wasn’t feasible to rest the phone in a static position so the decision was made to get a tripod.</p> <p>We used a Gorillapod mini stand, which was very adequate. This moves us on to point number two.</p> <h3>2. Latecomers</h3> <p>The tripod was positioned by the stage in the second row of seats.</p> <p>As the talk begins an empty table in front of us begins to fill, and several people walk in front of the livestream. </p> <p><img src="https://assets.econsultancy.com/images/resized/0007/6202/screen_shot_2016-06-17_at_12.29.32-blog-flyer.png" alt="" width="470" height="297"></p> <p>These people were either speakers or paying delegates so naturally there was nothing I could say.</p> <p>The fault was mine, and the lesson was learned: positioning is key. </p> <p>Ensure that your camera is in an area which won’t have traffic passing it, and also plan for any other obstructions which may periodically come into play (such as photographers). </p> <h3>3. Damn you autocorrect</h3> <p>Because Periscope is currently a smartphone app, the use of pre-written messages becomes a little more complex. </p> <p>The last minute nature of our broadcast meant I’d written the intro post five minutes before the stream went live. As I was on an iPhone, this left me at the behest of autocorrect. </p> <p>That’s right. I meant to say that our founder was about to opine on the merits of Bots in the future of digital marketing – instead I declared that he was to tell us all about what Boys mean for digital marketing. </p> <p><img src="https://assets.econsultancy.com/images/resized/0007/6204/screen_shot_2016-06-17_at_12.27.05-blog-flyer.png" alt="" width="470" height="398"></p> <p>Lesson? Even though with live streaming it seems like everything is happening at breakneck speed, you should take the time to double-check everything.</p> <p>Also with Periscope you’re unable to edit the titles of your broadcasts, meaning my mishap will live on forever.</p> <h3>4. Promotion</h3> <p>Given that we made the decision to stream a talk less than 24 hours before the broadcast, there wasn’t quite the opportunity to promote it properly.</p> <p>Under normal circumstances I would have promoted the live stream in the week prior via social and email. </p> <p>In the end, with only one tweet promoting the talk we received 361 live viewers, with 95 replay viewers.</p> <p>On the face of it the numbers seem okay, however with proper promotion the numbers would be much higher.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/6205/fullsizerender-blog-flyer.jpg" alt="" width="470" height="727"></p> <p>Periscope isn’t the most shareable of formats, with most of the focus being on live interaction. This means it’s imperative to push people to tune in to the event.</p> <h3>5. Get a partner in crime</h3> <p>Having a second set of eyes on the broadcast can never hurt. If possible, it is the most efficient way of checking quality.</p> <p>Access to email or a messaging service via a laptop (as you can’t use your phone while the stream is ongoing) is key to raise any issues.</p> <p>In our case, my editor watched the live stream from a different room in the venue so was able to give it a second pair of eyes.</p> <h3>6. Monitor the live comments</h3> <p>It’s wise to keep an eye on the comments that come in.</p> <p>They can give you a good insight as to issues with broadcast quality, and also provide feedback for the content provider.</p> <p>Particularly worthy of note is the distribution of ‘hearts’. </p> <p><img src="https://assets.econsultancy.com/images/0007/6207/Screen_Shot_2016-06-17_at_15.25.08.png" alt="" width="423" height="313"></p> <p>These are a means for viewers to show their favourite live moments, and indicate which moments are particularly popular.</p> <p>Hugely useful when it comes to choosing which pieces to edit for distribution from any other filming.</p> <h3>So would I do it again?</h3> <p>Absolutely. Although there were a few hiccups, I’m looking forward to live streaming across several platforms from the <a href="http://www.festivalofmarketing.com/">Festival of Marketing</a> in October.</p> <p>Hopefully we'll be able to bring all of you who aren't able to attend closer to the action, and convince you to join us at future events!</p> tag:econsultancy.com,2008:BlogPost/67965 2016-06-20T10:57:29+01:00 2016-06-20T10:57:29+01:00 Emojis gone wild: Twitter unveils emoji targeting Patricio Robles <p>Marketers can access emoji targeting through six of Twitter's ad partners - AdParlor, Amobee, HYFN, Perion, SocialCode and 4C.</p> <p><a href="https://blog.twitter.com/2016/introducing-emoji-targeting">According to</a> Twitter product manager Neil Shah, 110bn emojis have been tweeted since 2014, and that is apparently a gold mine for marketers...</p> <blockquote> <p>This new feature uses emoji activity as a signal of a person’s mood or mindset — unlocking unique opportunities for marketers.</p> </blockquote> <p>Shah suggested that Twitter's new targeting feature can be used to "connect with people based on their expressed sentiment," "target people who Tweet food emojis," and "reach people based on their passions."</p> <h3>A late April Fool's joke?</h3> <p>While there often is an association between emojis and sentiment, the latter two use cases presented by Shah beg the question: is Twitter playing a late April Fool's joke on marketers?</p> <p>Many brands are <a href="https://econsultancy.com/blog/66547-three-ways-brands-are-using-emojis">embracing emojis</a>, <a href="https://econsultancy.com/blog/67177-taco-bell-is-making-great-use-of-the-taco-emoji-it-lobbied-for">some with success</a> and others <a href="https://econsultancy.com/blog/67469-house-of-fraser-s-emojinal-campaign-massive-fail-or-marketing-genius">perhaps not as much success</a>.</p> <p>But using them to drive targeting decisions appears, on the surface, to be a real stretch and makes about as much sense as <a href="https://econsultancy.com/blog/66455-10-things-we-loved-on-the-internet-this-week-3">the Great Econsultancy Emoji Marketing Buster</a>.</p> <p>After all, <strong>just because a user tweets a pizza emoji doesn't mean she has the urge to buy a pizza,</strong> and just because a user tweets a soccer ball emoji doesn't mean she's passionate about soccer.</p> <p><strong><img src="https://assets.econsultancy.com/images/resized/0007/6183/emojitweet-blog-flyer.png" alt="" width="470" height="437"></strong></p> <p>Obviously, it's possible that emoji targeting will sort of work some of the time – stranger, crazier things have happened.</p> <p>But brands already struggling to deal with <a href="https://econsultancy.com/blog/67076-the-rise-and-rise-of-ad-blockers-stats">widespread use of ad blockers</a>, understand things like <a href="https://econsultancy.com/training/courses/programmatic/">programmatic</a>, etc. probably won't find emoji targeting to be a particularly compelling use of their time and resources.</p> <p>Instead, they shouldn't be surprised if this feature eventually <a href="https://econsultancy.com/blog/67887-twitter-ditches-its-buy-button-puts-focus-on-retargeting">goes the way of Twitter's Buy button</a>. </p> <p>And with <a href="http://www.forbes.com/sites/greatspeculations/2016/06/06/is-snapchat-threatening-twitter/">Snapchat reportedly surpassing Twitter in daily active users</a> and <a href="http://www.reuters.com/article/us-twitter-instagram-advertising-idUSKCN0YW05X">Instagram proving to be more popular than Twitter among agencies</a>, the launch of emoji targeting might cause some marketers to question if Twitter's ad business has totally jumped the shark.</p>