tag:econsultancy.com,2008:/topics/twitter Latest Twitter content from Econsultancy 2016-12-01T14:56:00+00:00 tag:econsultancy.com,2008:BlogPost/68587 2016-12-01T14:56:00+00:00 2016-12-01T14:56:00+00:00 Black Friday & Cyber Monday 2016 ecommerce stats bonanza Nikki Gilliland <h3>Black Friday 2016 breaks US online sales records</h3> <p>Adobe has revealed that this year’s Black Friday shopping frenzy broke online sales records in the US, with $3.34bn being spent online and a 17.7% increase on sales last year.</p> <p>It also found that retailers who invested in mobile, email and social saw 30% more sales on average than those concentrating on just one or two channels.</p> <h3>Black Friday traffic up 220% on a normal day</h3> <p>Confirming the success of this year’s event is Qubit, which has analysed more than 50m visits from 120 UK and US retailers to discover how consumers reacted.</p> <p>The results show a huge increase in both traffic and revenue.</p> <p>When comparing Black Friday to a normal Friday, it found traffic was up 220%. Similarly, traffic increased 155% on Cyber Monday when compared to a normal sales day.</p> <p>The same goes for revenue, which was up 240% and 380% on the Friday and Monday respectively.</p> <h3>Lego is the top-selling toy</h3> <p>Adobe’s results from Black Friday show that Lego is still a hot favourite this festive season, with Lego Creator Sets coming out as the top-selling toy.</p> <p>This was closely followed by Razor electric scooters, Nerf guns, DJI Phantom Drones and Barbie Dreamhouse. </p> <p>With items under $300 being 20% more likely to sell out, this gives us a good indication of the toys parents need to snap up if they still want to get them in time for Christmas.</p> <p>The five bestselling electronics from Black Friday were Apple iPads, Samsung 4k TV’s, Apple’s MacBook Air, LG Televisions and Microsoft Xbox.</p> <p><img src="https://assets.econsultancy.com/images/0008/1970/Lego.JPG" alt="" width="536" height="345"></p> <h3>Travel companies see greater interest than in 2015</h3> <p>Data from Sojern shows that consumers spent more on travel this year than last, specifically taking advantage of Cyber Monday.</p> <p>On the Monday, there were 32% more searches for flights from the US compared to the week before. </p> <p>Similarly, while 2015 saw an increase in bookings of 9%, this Cyber Monday resulted in a jump of 21%.</p> <p>Out of the most searched for destinations, Italy, Japan and Colombia were in the top 10, while Canada, Haiti and US Virgin Islands were among the most-booked.</p> <h3>Consumers embrace mobile shopping</h3> <p>According to PayPal, Black Friday demonstrated the enormous growth of mobile shopping and its popularity with consumers.</p> <p>On Black Friday, one third of all PayPal payments were made on mobile devices, as PayPal handled $15,507 in payments per second.</p> <p>Cyber Monday resulted in similar activity, with PayPal seeing over 50% year-on-year growth in global mobile payments.</p> <p>Based on the data, it is also expecting more than 40% year-on-year growth in total payments.</p> <p><img src="https://assets.econsultancy.com/images/0008/1972/mobile_shopping.jpg" alt="" width="700" height="370"></p> <h3>Brits more confident in shopping on mobile</h3> <p>While results show that mobile overtook desktop as the most preferred shopping channel overall, data from ChannelAdvisor suggests that Brits are more at ease than US shoppers when it comes to following through on mobile purchases.</p> <p>Throughout the five-day sales period, 75% of shopping searches in the US took place on mobile devices, however, mobile accounted for less than one in two purchases.</p> <p>Meanwhile, despite the percentage of UK shopping searches on mobile platforms being slightly lower, more than three in five sales conversions took place on mobile.</p> <h3>1.2m app installs on Black Friday</h3> <p>Continuing the mobile trend, it seems there was a significant increase in retailers targeting consumers via mobile apps this year.</p> <p>According to Urban Airship, retailers sent 56% more holiday notifications in 2016 than in 2015.</p> <p><img src="https://assets.econsultancy.com/images/0008/1966/App_notifications.png" alt="" width="624" height="469"></p> <p>The big difference this year was retailers embracing targeting, with 88% of notifications being highly targeted to shopper’s locations, preferences and behaviours. Only 12% of messages were broadcast to everyone.</p> <p>The data also shows daily app installs averaged more than 696,000 per day in November, up 24% from the average daily rate in October. </p> <p>On Black Friday itself, there was a peak of more than 1.2m app installs.</p> <h3>Gilmore Girls generates more excitement than Black Friday on social</h3> <p>The latest data from Spredfast shows that there was a huge increase in noise around Black Friday this year, with the event racking up 2.4m mentions on social media - over 1m more than in 2015.</p> <p>However, insight suggests this could be due to more interactions on social overall, rather than direct interest in the shopping event.</p> <p>Despite Black Friday trending in many of these countries last year, the hotly anticipated return of Gilmore Girls, and the hashtag #GilmoreGirlsRevival, came out on top in France, Italy, New Zealand, Ireland and Germany.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">When everyone is hyped for black friday but you've been waiting 9 yrs for this day and it's because the <a href="https://twitter.com/GilmoreGirls">@GilmoreGirls</a> revival is today!!</p> — frayadawe (@frayadawe44) <a href="https://twitter.com/frayadawe44/status/802047855955505152">November 25, 2016</a> </blockquote> <h3>Rise in footfall to UK high streets</h3> <p>Springboard has analysed where UK consumers did their shopping on Black Friday, measuring both online sales and footfall in high streets and retail parks.</p> <p>It found that, while online transactions rose on Saturday by 1.9%, they had dipped by 5.5% on Sunday compared to last year. Footfall also dipped by 0.6%.</p> <p>In terms of the entire weekend, online transactions rose by just 2.3%. </p> <p>Footfall declined by 0.5%, however the 1.4% uplift in footfall to high streets apparently demonstrates the increasing importance of leisure-based trips to retail destinations.</p> <p><img src="https://assets.econsultancy.com/images/0008/1967/Footfall.JPG" alt="" width="780" height="176"></p> <p><em>For more on this topic, read:</em></p> <ul> <li><a href="https://econsultancy.com/blog/68432-black-friday-2016-how-are-uk-retailers-optimising-search-landing-pages/"><em>Black Friday 2016: How are UK retailers optimising search landing pages?</em></a></li> <li><a href="https://econsultancy.com/blog/68573-seven-examples-of-black-friday-email-marketing-from-retailers/"><em>Seven examples of Black Friday email marketing from retailers</em></a></li> <li><a href="https://econsultancy.com/blog/68577-the-whisky-exchange-increased-prices-on-black-friday-did-it-work/"><em>The Whisky Exchange increased prices on Black Friday: Did it work?</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68581 2016-12-01T10:06:30+00:00 2016-12-01T10:06:30+00:00 10 of the best social media stories from November 2016 Nikki Gilliland <p>Naturally, November’s been a blockbuster month for brands kicking off Christmas-related marketing, but there’s also been some big news from Facebook, Vine, Snapchat and more.</p> <h3>John Lewis’s Christmas advert becomes the brand’s most-shared</h3> <p>It’s a hotly anticipated part of November - even kicking off Christmas for some – so this year’s John Lewis Christmas advert was bound to generate a lot of excitement.</p> <p>While ‘Buster the Boxer’ has been criticised for being slightly underwhelming, it still managed to become the brand’s most-shared ad ever.</p> <p>Now with over 1.76m shares, it has overtaken last year’s ‘Man on the Moon’.</p> <p>If you’re not sick of it just yet, you can also see John Lewis’s most famous <a href="http://www.johnlewis.com/inspiration-and-advice/family/lego-christmas-advert" target="_blank">Christmas ads in Lego form</a> if you visit the brand’s Oxford Street store. </p> <p>Because, well, why not?</p> <p><img src="https://assets.econsultancy.com/images/0008/1926/Lego_John_Lewis.JPG" alt="" width="646" height="434"></p> <h3>Pret’s alternative Christmas ad</h3> <p>From the rest of the Christmas ads, we’ve particularly enjoyed <a href="https://econsultancy.com/blog/68551-why-asda-and-waitrose-have-won-the-battle-of-the-xmas-tv-adverts-in-2016" target="_blank">Asda and Waitrose</a>, however Pret’s alternative advert has also caught our eye.</p> <p>Highlighting Pret’s Apprenticeship Scheme and its efforts to break the cycle of homelessness, it has received high praise for its philanthropic theme.  </p> <p>A lovely, memorable little film – it’s refreshing to see a brand focus on social good.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The cycle of homelessness is hard to break. With your support, we’re able to help people like Mark, Sabina and Jay. <a href="https://t.co/U2XCRZag89">https://t.co/U2XCRZag89</a></p> — Pret (@Pret) <a href="https://twitter.com/Pret/status/799227919684009984">November 17, 2016</a> </blockquote> <h3>The demise of Vine</h3> <p>While it was announced at the end of October, it’s probably taken a while for news of Vine’s closure to sink in, so we’re including it here…</p> <p>With concerns over its profitability and having been overshadowed by Snapchat and Instagram in recent years, Twitter made the decision to shut down the video-sharing app.</p> <p>It has been said that a website will continue to host already created clips, which at least means classics like this won’t be lost forever…</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Check out Kierra Santillan's post on Vine!<a href="https://t.co/ogYPUGhePn">https://t.co/ogYPUGhePn</a> It's hilarious</p> — Aria (@ariahall123) <a href="https://twitter.com/ariahall123/status/635937551346352128">August 24, 2015</a> </blockquote> <h3><strong>Instagram introduces live video</strong></h3> <p><a href="https://econsultancy.com/blog/68142-instagram-stories-what-do-marketers-need-to-know/" target="_blank">Instagram Stories</a> had a mixed response from users when it first launched in August. Now the brand is hoping to gain back favour with two brand new features.</p> <p>The first is Instagram Live, which allow users to stream live video to their followers and see real-time responses. </p> <p>Though it sounds identical to other video platforms, the major difference is that the video will disappear forever as soon as the broadcast ends.</p> <p>The second feature is an update to direct messages, which now allows users to send photos and videos privately rather than just communicate in text form. </p> <p><iframe src="https://player.vimeo.com/video/192221148" width="640" height="480"></iframe></p> <h3>Tinder updates its gender options</h3> <p><a href="https://econsultancy.com/blog/68511-how-tinder-is-encouraging-millennials-to-make-more-meaningful-connections/" target="_blank">Tinder</a> announced this month that users will be able to choose a gender other than male or female.</p> <p>Saying that "no matter how you identify, you can express your authentic self on Tinder" - it has introduced 37 different genders, which users can choose to display on their bio if they wish.</p> <p>The update is part of the app's stong stance against bullying and harassment.</p> <p><iframe src="https://www.youtube.com/embed/XP90QAnmaA4?wmode=transparent" width="656" height="367"></iframe></p> <h3>Snapchat sells Spectacles from Snapbot</h3> <p>Sorry about the alliteration overload, but earlier this month, Snapchat started selling its much-hyped smart glasses from a pop-up vending machine in the US.</p> <p>The Snapbot first popped up in Venice Beach, selling the Spectacles for $130. </p> <p>According to reports, it's been very difficult to track down so far, with Snapbot sneakily popping up with minimal notice.</p> <p>You can find out where it's headed next on its <a href="https://www.instagram.com/snapbotsightings/">Instagram account</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/1929/Snapbot_sightings.JPG" alt="" width="750" height="554"></p> <h3><strong>Facebook to tackle fake news</strong></h3> <p>Since the US election was decided on November 8th, concern over Facebook’s involvement in the proliferation of fake news has increased.</p> <p>In response, Mark Zuckerberg published two posts addressing the problem and outlining the platform’s attempts to tackle it.</p> <p>Despite maintaining that “the percentage of misinformation is relatively small”, he relented that a lot more could be done to prevent it, largely by refining and improving the Facebook’s current detection tools.</p> <p><img src="https://assets.econsultancy.com/images/0008/1927/Mark_Zuckerberg_statement.JPG" alt="" width="450" height="562"></p> <h3><strong>Facebook overestimates metrics once again</strong></h3> <p>It’s not been the best month for Facebook, has it?</p> <p>The platform admitted that it has miscalculated engagement metrics, reporting inflated figures on organic reach as well as errors relating to Instant Articles and referrals via apps.</p> <p>This is the second time in just a few months that Facebook has reported this kind of discrepancy, having <a href="https://econsultancy.com/blog/68332-should-marketers-be-more-concerned-about-facebook-s-video-metrics-faux-pas/">admitted overestimating video ad views in September</a>.</p> <p>Now, the platform is promising to work with more third-parties on verifying its data.</p> <p><img src="https://assets.econsultancy.com/images/0008/1928/Facebook_metrics.JPG" alt="" width="619" height="597"></p> <h3><strong>#MannequinChallenge</strong></h3> <p>There’s always some kind of social media craze doing the rounds, and this November it was the Mannequin Challenge.</p> <p>If you’ve somehow yet to see it, it basically involves people pretending to be mannequins while music plays in the background.</p> <p>Rather pointless yet mildly entertaining – especially when celebrities get involved.</p> <p><iframe src="https://www.youtube.com/embed/az1QhQZOUbI?wmode=transparent" width="854" height="480"></iframe></p> <h3><strong>Lidl launches Twitter ‘Price Drop’ campaign</strong></h3> <p>In a supposed ‘social first’, <a href="https://econsultancy.com/blog/68552-why-lidl-s-xmas-social-price-drop-campaign-is-no-turkey" target="_blank">Lidl launched a Christmas campaign</a> to allow consumers get their hands on festive food and drink for less.</p> <p>The idea is that the more users tweet about a product, the lower its price drops.</p> <p>So far, customers have gotten their mitts on lobster and serrano ham at bargain prices, resulting in a lot of positive sentiment for the brand on social.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Thanks to your tweets, for ONE DAY ONLY we’ve dropped our Serrano Ham to just £26.99. In store all day Saturday. <a href="https://twitter.com/hashtag/LidlSurprises?src=hash">#LidlSurprises</a> <a href="https://t.co/M8OVficAl7">pic.twitter.com/M8OVficAl7</a></p> — Lidl UK (@LidlUK) <a href="https://twitter.com/LidlUK/status/803909910199144448">November 30, 2016</a> </blockquote> tag:econsultancy.com,2008:BlogPost/68566 2016-11-29T10:43:36+00:00 2016-11-29T10:43:36+00:00 What are the most effective channels for influencer marketing? Nikki Gilliland <p>As the below tweet from high-profile influencer, Tanya Burr, shows - it's no longer a case of the more the better.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Which would you guys prefer I do as I struggle to keep up with both...</p> — Tanya Burr (@TanyaBurr) <a href="https://twitter.com/TanyaBurr/status/801766777759891456">November 24, 2016</a> </blockquote> <p>Here are a few key takeaways from Econsultancy’s Voice of the Influencer report, in association with Fashion and Beauty Monitor, highlighting where influencers are choosing to focus and why.</p> <h3>Instagram is key for fashion and beauty influencers</h3> <p>Now reaching the 500m user milestone, Instagram has seen phenomenal growth over the past few years.</p> <p>Unsurprisingly, it is now seen as the most influential channel, specifically for influencers within the fashion and beauty industries.</p> <p>While it is one of the least established, with just 16% of respondents saying they’ve been active on it for five years, 74% say it is the most important.</p> <p>With its high-impact visual nature, it is loved by brands looking to create ready-made sharable 'moments'.</p> <p><img src="https://assets.econsultancy.com/images/0008/1785/Influential_platforms.JPG" alt="" width="398" height="746"></p> <h3>Pressure to expand video channels</h3> <p>Despite just 16% of the influencers in our study citing YouTube as their most influential channel, it is interesting to note that channels with video functionality are rising in importance.</p> <p>With the introduction of <a href="https://econsultancy.com/blog/68142-instagram-stories-what-do-marketers-need-to-know/" target="_blank">Instagram Stories</a> and the continued popularity of Snapchat and Facebook Video, we can see that this medium is becoming a bigger focus.</p> <p>Consequently, many of the influencers surveyed in the report cited a pressure to expand in this area.</p> <p><img src="https://assets.econsultancy.com/images/0008/1790/Expert_View.JPG" alt="" width="389" height="408"></p> <h3>Sponsored posts are the most common method of getting paid</h3> <p>When it comes to getting paid, sponsored blogs or posts were cited as the most common activities for producing monetary returns.</p> <p>Interestingly, this contradicts findings from our <a href="https://econsultancy.com/reports/the-rise-of-influencers" target="_blank">Rise of Influencers</a> report published earlier this year, whereby brands cited content promotion and distribution as having the biggest earning potential.</p> <p>However, 69% of brands agreed that sponsored posts are “critical” or “very important”.</p> <p>With sponsored posts being particularly profitable for influencers with a 'small but strong and emerging social media following' as well as a 'strong online network with a wide audience and high reach' - this type of activity appears to be popular across the board.</p> <p><img src="https://assets.econsultancy.com/images/0008/1788/Monetary_Returns.JPG" alt="" width="600" height="710"></p> <h3>Email is most effective for communication between influencers and brands</h3> <p>Lastly, what about the channels that are most effective for creating and strengthening partnerships?</p> <p>This appears to be email, with 83% of influencers citing this as the most oft-used channel for communication.</p> <p>On the other end of the scale, agents and publicists are the least common, used by just 17%.</p> <p>With a desire for autonomy and control over their own image, many influencers are shunning third-party input. </p> <p><img src="https://assets.econsultancy.com/images/0008/1789/Email.JPG" alt="" width="344" height="690"></p> <p><strong>For lots more information on this topic, download <a href="https://econsultancy.com/reports/the-voice-of-the-influencer/" target="_blank">The Voice of the Influencer Report</a> in full.</strong></p> <p><em>Further reading:</em></p> <ul> <li><em><a href="https://econsultancy.com/blog/66560-what-are-influencers-and-how-do-you-find-them/" target="_blank">What are influencers and how do you find them?</a></em></li> <li><em><a href="https://econsultancy.com/blog/67884-seven-ways-social-media-is-shaping-the-beauty-industry/" target="_blank">Seven ways social media is shaping the beauty industry</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/68562 2016-11-25T14:17:02+00:00 2016-11-25T14:17:02+00:00 Why personalisation is key to Trainline’s social media strategy Nikki Gilliland <p>So, how does a company that sells tickets on its behalf create a positive reputation?</p> <p>I recently heard Nicole New, Social Media Manager at Trainline.com, speak about this topic at an event hosted by We Are Social.</p> <p>Here’s a summary of what she said.</p> <h3>Using social media as an enabler</h3> <p>For Trainline, the biggest challenge it faces on social media is cutting through the noise of people complaining about poor service – and creating a separate identity for the brand in its own right.</p> <p>On platforms like Twitter in particular, it can be hard to strike the right balance between <a href="https://econsultancy.com/blog/65478-how-20-top-uk-retailers-handle-social-customer-service/" target="_blank">customer service</a> and brand promotion.</p> <p>However, Trainline avoids blatant sales speak or merely shouting into the Twitter abyss about great prices.</p> <p>Instead, it strives to become part of the conversations and trends already happening online, aiming to answer questions and concerns of customers in real-time, but to also offer a friendly and fun voice on seasonal, topical or timely topics.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Be a Christmas culture vulture with these 5 festive trips: <a href="https://t.co/7m2PGIKrvr">https://t.co/7m2PGIKrvr</a> <a href="https://twitter.com/hashtag/Christmas?src=hash">#Christmas</a> <a href="https://t.co/LSHgr4lqJg">pic.twitter.com/LSHgr4lqJg</a></p> — trainline (@thetrainline) <a href="https://twitter.com/thetrainline/status/801767348839575553">November 24, 2016</a> </blockquote> <p>By positioning itself in this way, it is able to ensure it is the first brand that comes to mind when consumers need a train ticket.</p> <h3>Relate, don’t dictate</h3> <p>'Relate, don’t dictate' is a nice little slogan used by Nicole – and a great tip for anyone working in social media.</p> <p>Essentially, it means using platforms in such a way so that natural user behaviour is not disrupted.</p> <p>Again, this is done by being active in the spaces in which target consumers are present. But more than this, it is about honing in on the things that are the most relevant to them. </p> <p>For Trainline, this doesn’t always mean talking about the most obvious subjects.</p> <p>Nicole explained how one of Trainline’s most popular posts on Facebook for engagement was a post about University reading week.</p> <p>While it’s not specifically to do with train tickets, the brand found that it was a highly relatable topic for the platform’s core demographic.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fthetrainlinecom%2Fposts%2F1116512331765252&amp;width=500" width="500" height="481"></iframe></p> <p>The article tapped into the natural conversation that was occurring on Facebook from students talking about going home for reading week, perfectly aligning with their current interests and budgets. </p> <h3>Connecting through shared experiences</h3> <p>Nicole also spoke about how Trainline uses the above tactic to encourage users to talk to each other as well as the brand.</p> <p>By creating conversation around a popular and shared experience, such as the Edinburgh Fringe Festival for example, users are more likely to feel like Trainline enables their own activity on social media.</p> <p>Instead of being an overbearing brand trying to sell them something, it is a seamless part of the experience.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fthetrainlinecom%2Fposts%2F1065887370161082&amp;width=500" width="500" height="480"></iframe></p> <h3>Celebrating the customer</h3> <p>Lastly, Trainline’s customer-centric approach extends to how it responds to online feedback.</p> <p>While negative comments are par for the course, Nicole explained how positive mentions from consumers are truly celebrated.</p> <p>One way Trainline does this is to create personalised videos for users who mention the company in a positive light.</p> <p>By letting them know that the brand likes them back, Trainline is able to create a truly memorable moment for a customer, fostering a sense of loyalty and strengthening the cycle of positivity. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">We love you for being awesome too <a href="https://twitter.com/markfawkes123">@markfawkes123</a>, you're our kind of train traveller... <a href="https://t.co/DdDUbg08uW">pic.twitter.com/DdDUbg08uW</a></p> — trainline (@thetrainline) <a href="https://twitter.com/thetrainline/status/801725986765230080">November 24, 2016</a> </blockquote> <p><strong><em>Now read:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/67022-nine-things-i-love-about-the-trainline-app/" target="_blank">Nine things I love about the Trainline app</a></em></li> <li><a href="https://econsultancy.com/blog/68546-social-media-customer-service-six-important-talking-points/"><em>Social media customer service: Six important talking points</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68556 2016-11-24T12:51:55+00:00 2016-11-24T12:51:55+00:00 Eight of the best booze brands on social media Nikki Gilliland <p>So, how do alcohol brands promote their products responsibly on social?</p> <p>Here’s a few examples of those doing it well.</p> <h3>Kronenbourg</h3> <p>One approach for alcohol brands is to divert attention away from the product or the pursuit of drinking itself.</p> <p>Kronenbourg beer is one brand that does this, using social media to promote fun and creative <a href="https://econsultancy.com/blog/67007-10-big-trends-happening-in-social-video/" target="_blank">video content</a>.</p> <p>The #LeBigSwim is probably its most famous example.</p> <p>Starring Eric Cantona, the campaign saw the footballer promising to swim the English Channel if 10,000 people declared Kronenbourg to be the supreme beer. </p> <p>It garnered a huge response on Twitter, with a reported 2.5m engagements and an earned reach of 66.3m.</p> <p>By giving consumers a purpose, asking them to actively respond and engage, it is a far more effective strategy than passive advertising.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Announcement très important. Cantona to swim the Channel. Will you support Eric? <a href="https://twitter.com/hashtag/LeBigSwim?src=hash">#LeBigSwim</a><a href="https://t.co/PZGErCXzZF">https://t.co/PZGErCXzZF</a></p> — Kronenbourg 1664 (@Kronenbourg1664) <a href="https://twitter.com/Kronenbourg1664/status/616566869420421125">July 2, 2015</a> </blockquote> <h3>Moët &amp; Chandon</h3> <p>Not all alcohol brands can rely on humour - especially those that are luxury or high-end.</p> <p>Instead, many choose to focus on legacy and long-standing tradition, like French winery Moët &amp; Chandon.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Finer bubbles, finer champagne – our definition of exquisite taste. For 275 years we’ve only settled for perfection <a href="https://twitter.com/hashtag/OPENTHENOW?src=hash">#OPENTHENOW</a> <a href="https://t.co/16qJDR6PuT">pic.twitter.com/16qJDR6PuT</a></p> — Moët &amp; Chandon UK (@Moet_UK) <a href="https://twitter.com/Moet_UK/status/798888355597422592">November 16, 2016</a> </blockquote> <p>Unnafraid to go all out on social, it recognises the fact that its niche audience love the brand for its opulence and decadence. </p> <p>Its Instagram channel in particular shows this off to great effect, confidently showcasing the product in an array of stunning and aspirational settings. </p> <h3>Patrón</h3> <p>Tequila brand Patrón is another ultra-premium brand, however its presence on social is built around giving users access to its exclusive world.</p> <p>Last year, it used Oculus Rift technology to create 'The Art of Patrón' <a href="https://econsultancy.com/blog/67834-why-virtual-reality-is-the-ultimate-storytelling-tool-for-marketers/" target="_blank">virtual reallity experience</a>.</p> <p>Giving viewers a behind the scenes look at its Hacienda Patrón distillery in Jalisco, Mexico, it shows in intricate detail how tequila is made.</p> <p>Generating excitment through innovative technology, it is a great example of content that users will want to share with their friends on social.</p> <p>Similarly, it also shows why the brand has gone from a non-existent digital presence to one of the best in the business.</p> <p><iframe src="https://www.youtube.com/embed/s-lAI0GbufQ?wmode=transparent" width="854" height="480"></iframe></p> <h3>Jack Daniels</h3> <p>While large campaigns and video ads can generate engagement, traditional social media practices like one-to-one conversations are also worthwhile - particularly when it comes to fostering customer loyalty.</p> <p>Jack Daniels is a brand that consistently does this, replying to the majority of comments on its Facebook page.</p> <p>By instilling this confidence in fans on social, it naturally generates a lot of user generated content, with many people posting their own recipes in response.</p> <p>This demonstrates how even the biggest brands can create their own mini-communities on hubs and social platforms.</p> <p><img src="https://assets.econsultancy.com/images/0008/1711/Jack_Daniels.JPG" alt="" width="451" height="788"></p> <h3>Stoli Vodka</h3> <p>Stoli, or Stolichnaya, is a vodka brand that cleverly disrupts the stereotypes associated with its product.</p> <p>Using the hashtag #DrinkWhatYouWant to promote the related advert on Twitter, it aims to show men that it's OK to drink fruit-based cocktails.</p> <p>While it's certainly not the best or funniest advert around, it is still a good example of how to market to a specific audience.</p> <p><iframe src="https://www.youtube.com/embed/F4VdkVvg4fQ?wmode=transparent" width="854" height="480"></iframe></p> <p>Continuing its targeting of men, the brand also uses hashtags like #cocktailgating on Twitter, drawing on interest and excitement in the American football season to further its reach.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Looking to elevate your tailgating game? Try <a href="https://twitter.com/hashtag/cocktailgating?src=hash">#cocktailgating</a>. <a href="https://twitter.com/hashtag/Stolicocktailgating?src=hash">#Stolicocktailgating</a> <a href="https://t.co/XAXZLx9L9W">pic.twitter.com/XAXZLx9L9W</a></p> — Stolichnaya Vodka (@Stoli) <a href="https://twitter.com/Stoli/status/784061090116333568">October 6, 2016</a> </blockquote> <h3>Carlsberg</h3> <p>Another brand that typically targets men, Carlsberg is <a href="https://econsultancy.com/blog/67373-carlsberg-probably-the-best-content-strategy-in-2015/" target="_blank">well-known for its fun and innovative content strategy</a>.</p> <p>This extends to social too, where the brand is well adept at keeping followers engaged and interested long-term.</p> <p>One of the ways it does this on Twitter is through its short, snappy and varied feed - mostly ensuring that users do not need to click away to consume content.</p> <p>Using Twitter cards and native video to hold attention, it means fans can enjoy its recognisable style of content while scrolling through social media.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Enjoy your Carlsberg without the Car. <a href="https://twitter.com/hashtag/GlobalBeerResponsibilityDay?src=hash">#GlobalBeerResponsibilityDay</a>. <a href="https://twitter.com/hashtag/CheersResponsibly?src=hash">#CheersResponsibly</a> <a href="https://t.co/mxTPbCH1jB">https://t.co/mxTPbCH1jB</a> <a href="https://t.co/xsnZvXTfut">pic.twitter.com/xsnZvXTfut</a></p> — Carlsberg (@carlsberg) <a href="https://twitter.com/carlsberg/status/776789373757038592">September 16, 2016</a> </blockquote> <p>Likewise, Carlsberg is also very confident in what its consumers want, regularly retweeting posts from sponsors and other related channels.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Watch the best <a href="https://twitter.com/hashtag/EURO2016?src=hash">#EURO2016</a> semi-final goals and vote for your favourite: <a href="https://t.co/pV7h5YXA8h">https://t.co/pV7h5YXA8h</a> <a href="https://t.co/7ZQxCfuDIB">pic.twitter.com/7ZQxCfuDIB</a></p> — UEFA EURO (@UEFAEURO) <a href="https://twitter.com/UEFAEURO/status/751712161672691712">July 9, 2016</a> </blockquote> <h3>Johnnie Walker</h3> <p>Johnnie Walker is a brand that promotes a lifestyle rather than just its product.</p> <p>Recognising the power of experiences over purchases, its presence on social mainly promotes its #KeepWalking campaign - built on the notions of progress and the fight against adversity.</p> <p>While it all sounds rather worthy coming from a whisky brand, it is shrewd in how it uses the influence of others to promote its core message.</p> <p>Building on the tagline of 'Let Joy Push You On', it partners with people like Romi Garduce, a passionate mountaineer with a loyal following on Instagram.</p> <p><img src="https://assets.econsultancy.com/images/0008/1712/Johnnie_Walker.JPG" alt="" width="780" height="329"></p> <p>Working with other influencers such as Jude Law and artist Arran Greggory, the brand effectively draws on larger themes to inspire and empower its audience.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Congratulations, Lesvos, for the Nobel Peace Prize nomination. It’s well deserved. See the story at: <a href="https://t.co/Y1DuGujnjM">https://t.co/Y1DuGujnjM</a> <a href="https://twitter.com/hashtag/KeepWalking?src=hash">#KeepWalking</a> <a href="https://t.co/S6xuTfjbPg">pic.twitter.com/S6xuTfjbPg</a></p> — Johnnie Walker (@johnniewalker_) <a href="https://twitter.com/johnniewalker_/status/783275504589615104">October 4, 2016</a> </blockquote> <h3>Rekorderlig</h3> <p>Lastly, Rekorderlig is a great example of how to capitalise on real-time events and pop culture references to <a href="https://econsultancy.com/blog/67822-four-great-examples-of-marketing-to-millennials/" target="_blank">draw in a millennial crowd</a>.</p> <p>Newsjacking is always a tricky tactic, however, the cider brand tends to err on the side of caution with a lighter approach.</p> <p>Using hashtags related to everything from the Great British Bake Off to the Olympics, it strives to stay relevant.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Anyone for a Rekorderlig Strawberry-Lime cupcake? <a href="https://twitter.com/hashtag/NationalCupcakeWeek?src=hash">#NationalCupcakeWeek</a> <a href="https://twitter.com/hashtag/GBBO?src=hash">#GBBO</a> <a href="https://t.co/aYhpSAYm7G">pic.twitter.com/aYhpSAYm7G</a></p> — Rekorderlig Cider (@rekorderlig) <a href="https://twitter.com/rekorderlig/status/778662583276568576">September 21, 2016</a> </blockquote> <p>As well as Twitter, its Instagram presence is also well-executed, used to generate excitement around seasonal events like its winter pop-up bar.</p> <p><img src="https://assets.econsultancy.com/images/0008/1713/Rekorderlig.JPG" alt="" width="750" height="469"></p> tag:econsultancy.com,2008:BlogPost/68552 2016-11-22T14:15:00+00:00 2016-11-22T14:15:00+00:00 Why Lidl's Xmas 'Social Price Drop' campaign is no turkey Nikki Gilliland <p>‘Social Price Drop’ is designed to help consumers spend a little less this year. </p> <p>Here’s a bit more info on it as well as a few reasons why it’s a great bit of social marketing.</p> <h3>Tweets for turkeys</h3> <p>Lidl’s new Twitter campaign offers a way for consumers to drive down the prices of products – simply by talking about them.</p> <p>Essentially, the more people tweet about a product, the lower its price will drop.</p> <p>The supermarket is kicking things off this week with a Christmas lobster, which usually retails at £5.99. In the three weeks that follow, three additional products will be put up for the drop.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">This Christmas, the more you tweet, the more the price drops. So get tweeting...! <a href="https://twitter.com/hashtag/LidlSurprises?src=hash">#LidlSurprises</a> Learn more here: <a href="https://t.co/wEtE7YhrEz">https://t.co/wEtE7YhrEz</a> <a href="https://t.co/9kPpKktolo">pic.twitter.com/9kPpKktolo</a></p> — Lidl UK (@LidlUK) <a href="https://twitter.com/LidlUK/status/800609791777325056">November 21, 2016</a> </blockquote> <h3>A social first?</h3> <p>I could be wrong, but I’ve never heard of a UK supermarket partaking in this kind of activity on Twitter before.</p> <p>I have heard of other brands doing it – Uniqlo launched a very similar scheme called ‘Lucky Counter’ a few years ago – but it’s being touted as a ‘social first’ for Lidl.</p> <p>The details are a little blurry. Though we know the first item can be reduced to a minimum of £2.99, it isn’t clear how many tweets are needed for this to happen. </p> <p>Despite this, the overall scheme demonstrates Lidl’s refreshing approach to social media.</p> <p>When you compare it with Sainsbury’s or Tesco - neither are doing anything as interesting at the moment.</p> <h3>Inspires excitement</h3> <p>Each Wednesday, the final price will be announced on Facebook and Twitter, giving customers the chance to plan their shop before it becomes available in-store on the Saturday.</p> <p>The campaign has already garnered a lot of interest on Twitter – and this is the reason it works so well.</p> <p>By generating awareness and rewarding consumers at the same time, it is valuable for both the consumer and the brand.</p> <p>Instead of counting on initial buzz, the fact that it continues in the run-up to Christmas means it is likely to sustain user interest and engagement throughout December. </p> <p>Lidl are also clearly hoping that word-of-mouth will help this to increase as time goes on.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Hey! <a href="https://twitter.com/LidlUK">@LidlUK</a> This is a great idea. Can't wait until Saturday. <a href="https://twitter.com/hashtag/Lobster?src=hash">#Lobster</a> bibs at the ready!!</p> — Nathan Armour (@Delvis_69) <a href="https://twitter.com/Delvis_69/status/800780592619094017">November 21, 2016</a> </blockquote> <h3>Rewarding customers</h3> <p>As well as being an innovative social marketing strategy, Lidl’s Social Price Drop taps into the brand’s core appeal, extending its reputation as a supermarket that cares about its customers.</p> <p>Lidl is loved for being affordable – so why not make it even more so?</p> <p>At a time when many people struggle with spending over the odds, it is the perfect opportunity to reward customers with even more value.</p> <p>By putting the power into the hands of the public, it also makes customers feel like their input is important.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/LidlUK">@LidlUK</a> <a href="https://twitter.com/ChrisGrose2">@ChrisGrose2</a> <a href="https://twitter.com/HelenRTurner32">@HelenRTurner32</a> <a href="https://twitter.com/turnerjaksquin">@turnerjaksquin</a> I'm going to have my first taste of lobster this weekend now!</p> — Vi (@DarthVidahoo) <a href="https://twitter.com/DarthVidahoo/status/800674643602354177">November 21, 2016</a> </blockquote> <h3>In conclusion</h3> <p>Lidl’s social activity nicely complements its current #LidlSurprises TV campaign. </p> <p>Reaffirming the supermarket’s customer-centric approach to marketing, it's a good example of a brand utilising Twitter to reward customers.</p> <p>With Unilever's recent price hike also resulting in a wave of negativity on social - it's certainly come at the right time.</p> <p><strong><em>Related articles:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/65996-how-lidl-used-storytelling-to-alter-the-brand-perception/" target="_blank">How Lidl used storytelling to alter the brand perception</a></em></li> <li><em><a href="https://econsultancy.com/blog/65423-four-reasons-to-admire-the-lidlsurprises-campaign/" target="_blank">Four reasons to admire the #LidlSurprises campaign</a></em></li> <li><em><a href="https://econsultancy.com/blog/65473-aldi-vs-lidl-how-do-they-use-facebook-and-twitter/" target="_blank">Aldi vs. Lidl: how do they use Facebook and Twitter?</a></em></li> <li><em><a href="https://econsultancy.com/blog/66602-do-supermarkets-know-what-online-customers-want/" target="_blank">Do supermarkets know what online customers want?</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/68546 2016-11-21T13:45:00+00:00 2016-11-21T13:45:00+00:00 Social media customer service: Six important talking points David Moth <p>However the event was hugely over-subscribed and attendees all had a lot to say on the subject, suggesting that social customer service remains a hot topic for marketers.</p> <p>While all our roundtables operate under the Chatham House rule, meaning we don’t reveal who said what, I am able to give a broad overview of the topics we covered.</p> <p>Equally I can say that attendees were all senior marketers from a range of sectors including travel, financial services, non-profits, B2B and FMCG.</p> <p>I’ll get to the talking points after looking at some interesting stats on social customer service:</p> <ul> <li>The <a href="http://www.conversocial.com/blog/infographic-the-state-of-social-customer-service">biggest challenges inherent in customer expectations</a> of social service are: customers expecting social teams to be integrated with other channels (43%), customers expecting a response in under 30 minutes (27%) and customers expecting ‘first contact’ resolution from the social team (30%).</li> <li>Research conducted by Esteban Kolsky, CEO of ThinkJar, shows that <a href="http://www.huffingtonpost.com/vala-afshar/50-important-customer-exp_b_8295772.html">55% of requests</a> for customer service on social are unacknowledged or unanswered.</li> <li>Around 70% of social customer service enquiries occur because traditional service has failed to resolve the issue.</li> </ul> <p>And now for those talking points (but don't forget to also check out our <a href="https://econsultancy.com/training/courses/social-media-customer-service/" target="_blank">Social Customer Service Training Course</a>).</p> <h3>CRM</h3> <p>To truly optimise <a href="https://econsultancy.com/training/courses/creating-superior-customer-experiences/">the customer experience</a>, businesses have to plug social data into their CRM. But there are numerous tech and budgetary barriers that prevent that from happening.</p> <p>As a result, when people begin a conversation with a brand on social the customer service agent is often unaware of any previous interactions between that person and the company.</p> <p>This means that the customer has to repeat themselves when explaining the problem or complaint, which can exacerbate the issue.</p> <p>It also prevents the company from having <a href="https://econsultancy.com/blog/65425-what-is-the-single-customer-view-and-why-do-you-need-it/">a single view of their customers</a>, meaning more advanced personalisation and automation techniques will never be an achievable goal.</p> <p>On the flipside, some delegates said that customers often want to remain anonymous on social media, so it’s not necessarily a good idea to immediately reveal that you know exactly who they are.</p> <p>Brands risk coming across as creepy if they match up an email complaint with a social media profile without first being prompted by the customer.</p> <p><img src="https://assets.econsultancy.com/images/0008/1674/crm.png" alt="crm" width="280"></p> <h3>Response times and other KPIs</h3> <p>The previous point on prioritisation ties nicely into another hot topic – response times.</p> <p>There was a consensus of opinion that brands need to challenge their customer service teams to respond quickly to social media queries, though exact targets ranged from 15 minutes up to an hour.</p> <p>One delegate said their business had seen an improvement in <a href="https://econsultancy.com/blog/10860-porsche-s-battle-to-improve-customer-service-and-the-net-promoter-score/">its Net Promoter Score</a> after achieving a 15-minute response time, so there are tangible benefits to responding quickly.</p> <p>Another important way of tracking performance is looking at the time to resolution, which just means the length of time it took to solve the customer’s query.</p> <p>There’s no point being quick to respond if you don’t then follow through on the promise.</p> <h3>‘Can you DM us, please?’</h3> <p>Brands that deal with confidential customer information often have to invite the customer to a private messaging channel to abide by data protection laws.</p> <p>This has three negative outcomes:</p> <ul> <li>It annoys the customer by forcing them to switch channels.</li> <li>The brand looks like it’s constantly trying to bury bad news by refusing to deal with complaints in public.</li> <li>Positive outcomes don’t get shared on social.</li> </ul> <p>While data protection means the first two outcomes are largely unavoidable, one delegate had had some success in mitigating the third issue.</p> <p>The company had been trialling a system whereby social media queries would be routed to <a href="https://econsultancy.com/blog/64255-why-do-online-retailers-need-live-chat/">a live chat function</a>, but once the issue was resolved the customer would be automatically bounced back to the social media platform.</p> <p>This meant that the customer might be encouraged to share their positive experience with their followers.</p> <p>While the test had only been running for a short period, early results were positive.</p> <h3>Bots!</h3> <p style="font-weight: normal;">Bots have been big news recently, with some major brands creating bots in messenger apps to deal with basic customer service queries or product orders.</p> <p style="font-weight: normal;">We’ve previously written about <a href="https://econsultancy.com/blog/67894-what-are-chatbots-and-why-should-marketers-care/">how brands are using chatbots</a>, with <a href="https://econsultancy.com/blog/68388-how-klm-uses-bots-and-ai-in-human-social-customer-service/">KLM’s use of AI in social customer service</a> being particularly noteworthy.</p> <p style="font-weight: normal;"><iframe src="https://www.youtube.com/embed/PGLASey3MAE?wmode=transparent" width="640" height="360"></iframe></p> <p style="font-weight: normal;">While none of the delegates had yet branched out into using bots, there was an acknowledgement that this is where the future likely lies.</p> <p style="font-weight: normal;">That said, delegates felt there would always be a need for human customer service agents alongside the bots.</p> <h3>How to prioritise queries?</h3> <p style="font-weight: normal;">This is an issue that’s obviously more important for businesses that receive a high number of queries.</p> <p style="font-weight: normal;">People who ask a question via social tend to want a speedy answer, but those who have a serious complaint (or have loads of followers) need to be bumped to the front of the queue.</p> <p style="font-weight: normal;">Each business will have their own criteria for which queries need to be prioritised, and opinions were split over which tool was best for the job.</p> <p style="font-weight: normal;">One delegate spoke highly of Clarabridge’s ticketing system, though others were less positive.</p> <p style="font-weight: normal;">Overall there was little consensus over which tool was most effective, and again it will come down the business’s requirements and budget.</p> <h3>Who should social sit with?</h3> <p style="font-weight: normal;">Delegates were keen to discuss who dealt with social customer service in other companies, and it quickly became clear there is no one-size-fits-all approach.</p> <p style="font-weight: normal;">Logically one would assume it sits with the customer service team, however it is often left up to digital, marketing or even editorial teams to answer queries that come in via social.</p> <p style="font-weight: normal;">This can mean that customer service queries have to be passed on to a different team for resolution, which increases the workload and can lead to delays in resolving problems.</p> <p style="font-weight: normal;">One delegate said they felt that social customer service was inherently different to traditional customer service as users have different expectations.</p> <p style="font-weight: normal;">As such, it requires digital skills that some traditional customer service teams do not possess (yet).</p> <p style="font-weight: normal;">Another delegate said their company had a distributed model of customer service, where different teams are empowered to do their own customer service. The digital team is then in charge of training and quality control.</p> <p style="font-weight: normal;">Ultimately it depends on the type of queries the company receives as well as the quantity. If a company receives a handful of queries per day via social then they can likely be dealt with by the marketing or digital team. </p> <p style="font-weight: normal;">However in cases where companies receive hundreds or even thousands of queries per day, then there needs to be a dedicated team with robust processes in place.</p> <p><em>For more on this topic, read our post on <a href="https://econsultancy.com/blog/68481-seven-guiding-principles-for-implementing-social-customer-service/">seven guiding principles for implementing social customer service</a>.</em></p> tag:econsultancy.com,2008:BlogPost/68518 2016-11-11T14:54:58+00:00 2016-11-11T14:54:58+00:00 Following Donald Trump's election, the war against algorithms has begun Patricio Robles <p><a href="https://econsultancy.com/blog/66613-new-amazon-algorithm-to-shake-up-product-reviews/">On Amazon</a>, an algorithm determines which product reviews should be highlighted. <a href="https://econsultancy.com/blog/67515-twitter-unveils-new-timeline-feature-what-you-need-to-know/">On Twitter</a>, an algorithm determines which tweets should appear at the top of each user's timeline. <a href="https://econsultancy.com/blog/67656-instagram-is-shaking-up-its-feed-with-an-algorithm-what-brands-need-to-know/">On Instagram</a>, an algorithm determines in what order posts should be displayed.</p> <p>In short, it's almost impossible to find a popular digital service that doesn't in some way employ algorithms to deliver content to users.</p> <p>For marketers, the <em>algorithimization</em> of the web has been a fact of life for years.</p> <p>While <a href="https://econsultancy.com/blog/66378-facebook-s-algorithm-update-what-it-means-for-marketers/">changes</a> to algorithms have been the source of angst and frequently complaint, marketers have been forced to accept the fact that their success or failure on the web will in large part be determined by algorithms they don't control and their ability to understand them and make the most of them.</p> <p>Some marketers, of course, have fought against the way algorithms are used. For example, numerous companies have accused Google of tweaking its algorithm to favor its own properties, and such claims have frequently been cited in discussions about whether regulators should pursue <a href="https://econsultancy.com/blog/66277-google-could-face-eu-antitrust-charges-imminently-report/">anti-trust charges</a> against the search giant.</p> <p>But by and large, Google has escaped a Microsoft-like crackdown, perhaps in part because marketers themselves are an unfavorable lot to regulators and the public.</p> <p>Now, however, a real war against algorithms appears to be underway.</p> <p>Recently, German Chancellor Angela Merkel voiced the concern that "algorithms, when they are not transparent, can lead to a distortion of our perception, they can shrink our expanse of information." She <a href="https://www.theguardian.com/world/2016/oct/27/angela-merkel-internet-search-engines-are-distorting-our-perception">explained</a>...</p> <blockquote> <p>I'm of the opinion that algorithms must be made more transparent, so that one can inform oneself as an interested citizen about questions like ‘what influences my behaviour on the internet and that of others?'</p> </blockquote> <p>Her concerns are being echoed by others following Donald Trump's stunning upset victory over Hillary Clinton in the 2016 US presidential race.</p> <p>Now, many are accusing Facebook's algorithm of helping Donald Trump win the election he wasn't expected to win by allowing misinformation to be widely spread across its network.</p> <p>Writing for New York Magazine, Max Read <a href="http://nymag.com/selectall/2016/11/donald-trump-won-because-of-facebook.html">went so far as to claim</a> that "Donald Trump won because of Facebook."</p> <p>He argues: "The most obvious way in which Facebook enabled a Trump victory has been its inability (or refusal) to address the problem of hoax or fake news.</p> <p>"Fake news is not a problem unique to Facebook, but Facebook’s enormous audience, and the mechanisms of distribution on which the site relies — i.e., the emotionally charged activity of sharing, and the show-me-more-like-this feedback loop of the news feed algorithm — makes it the only site to support a genuinely lucrative market in which shady publishers arbitrage traffic by enticing people off of Facebook and onto ad-festooned websites, using stories that are alternately made up, incorrect, exaggerated beyond all relationship to truth, or all three.</p> <p>"All throughout the election, these fake stories, sometimes papered over with flimsy “parody site” disclosures somewhere in small type, circulated throughout Facebook: The Pope endorses Trump. Hillary Clinton bought $137m in illegal arms. The Clintons bought a $200m house in the Maldives.</p> <p>"Many got hundreds of thousands, if not millions, of shares, likes, and comments; enough people clicked through to the posts to generate significant profits for their creators.</p> <p>"The valiant efforts of Snopes and other debunking organizations were insufficient; Facebook’s labyrinthine sharing and privacy settings mean that fact-checks get lost in the shuffle.</p> <p>"Often, no one would even need to click on and read the story for the headline itself to become a widely distributed talking point, repeated elsewhere online, or, sometimes, in real life."</p> <p>While Trump himself claimed throughout his campaign that the media was treating him unfairly, a claim that seems to have resonated with his supporters, many others are, like Reed, largely <a href="http://www.niemanlab.org/2016/11/the-forces-that-drove-this-elections-media-failure-are-likely-to-get-worse/">attributing</a> Clinton's loss to internet-spread misinformation instead of, say, <a href="http://adage.com/article/campaign-trail/hillary-clinton-wrong/306676/">her messaging</a>.</p> <h3>Algorithms aren't perfect, but people aren't either</h3> <p>Not surprisingly, those who appear to be unhappy with the results of the US presidential election seem to be leading the criticism of Facebook and the algorithms that help determine what content is displayed to users.</p> <p>But that doesn't mean they don't have a point. They do.</p> <p>There is a real debate to be had about the power Google, Facebook and others wield through their algorithms because the potential for abuse and harmful effects is real.</p> <p>For example, in 2012, Facebook conducted a psychological study by tweaking the number of positive and negative News Feed posts displayed to a random selection of over half a million of its users.</p> <p>It did not alert them to the fact that they were part of a study or obtain their permission. For obvious reasons, the study, which found that emotions could be spread through social networks, <a href="http://www.nytimes.com/2014/06/30/technology/facebook-tinkers-with-users-emotions-in-news-feed-experiment-stirring-outcry.html?_r=0">was widely criticized</a>.</p> <p>But, psychological studies that push ethical boundaries aside, it's not clear that there's an easy way to address concerns that algorithms are directing people to potentially bad information.</p> <p>Some suggest that Facebook and others need to involve humans.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Facebook needs a public editor. About three years ago. <a href="https://t.co/TVLGEnn9Gr">https://t.co/TVLGEnn9Gr</a></p> — Vacation Alex (@alex) <a href="https://twitter.com/alex/status/796815389917184000">November 10, 2016</a> </blockquote> <p>But humans aren't perfect. If companies like Facebook start relying on human editors to vet the content that circulates on their services, they will arguably cease to be technology platforms and instead come to function as media organizations.</p> <p>That would open many new cans of worms as humans are themselves vulnerable to bias and manipulation.</p> <p>For example, during the election cycle, Facebook found itself under scrutiny when former Facebook staffers <a href="http://gizmodo.com/former-facebook-workers-we-routinely-suppressed-conser-1775461006">claimed</a> the world's largest social network routinely suppressed conservative news from its "trending" news section.</p> <p>The accusation that the one of the world's most influential companies was engaging in censorship to favor liberal news sources led CEO Mark Zuckerberg to meet with conservative leaders. The company subsequently decided to rely more heavily on algorithms instead of an editorial team.</p> <p>Perhaps the most balanced solution to the challenges algorithms present would be to increase transparency as Germany's Merkel has suggested.</p> <p>But this too isn't likely to have the intended effect. If companies like Google and Facebook provided the intricate details about how their algorithms function, the knowledge would almost certainly be used by those seeking to manipulate them for personal gain.</p> <p>In addition, the average person probably isn't going to have the interest or technical knowledge required to understand the mechanics of these algorithms even if this information was accessible to them.</p> <p>Finally, bad information isn't going away. Human editorial controls – and censorship – might be able to reduce the spread of information deemed inaccurate or harmful, but misinformation and its ill effects existed well before the internet came along.</p> <h3>An inconvenient truth</h3> <p>Founding father Thomas Jefferson wrote, "A properly functioning democracy depends on an informed electorate."</p> <p>With over half of adults in the US getting news through social media today <a href="http://www.journalism.org/2016/05/26/news-use-across-social-media-platforms-2016/">according to Pew</a>, there is no doubt that social media plays an increasingly important role in how the electorate is informed.</p> <p>But Jefferson also wrote of the importance of education and critical thinking:</p> <blockquote> <p>An enlightened citizenry is indispensable for the proper functioning of a republic. Self-government is not possible unless the citizens are educated sufficiently to enable them to exercise oversight.</p> </blockquote> <p>The 2016 US presidential election, following the UK's Brexit vote, has turned algorithms into something of a scapegoat.</p> <p>And while we should discuss and debate the role they play in all aspects of our society, from how marketing messages are delivered to consumers to how news is disseminated to citizens, we should also be very careful that we don't blame algorithms for our own shortcomings.</p> <p>If we do, it will sadly pave the way for an Orwellian web that is less free and more subject to the abuses of concentrated power.</p> tag:econsultancy.com,2008:BlogPost/68447 2016-10-27T07:13:37+01:00 2016-10-27T07:13:37+01:00 12 examples of early Christmas marketing from online retailers Nikki Gilliland <p>Here’s a look at how 12 online retailers are currently promoting Christmas on-site, via email and social.</p> <h3>Boots</h3> <p>Boots is well-known for its Christmas '3 for 2' offer - who <em>hasn't</em> bought their nan/mate/niece a fail-safe boxset of smellies?</p> <p>The health and beauty retailer has been teasing out its 'Gift of Beauty' tagline early this year, promoting it on its homepage and in conjunction with offers on Facebook.</p> <p><img src="https://assets.econsultancy.com/images/0008/0686/Boots_Christmas.JPG" alt="" width="760" height="638"></p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FBootsUK%2Fvideos%2F10154613175348832%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <h3>Soap &amp; Glory</h3> <p>Another retailer that traditionally takes things up a notch at Christmas, Soap &amp; Glory is already promoting its 'Glitzmas' campaign.</p> <p>Boots benefits too, with the inclusion of a link back to the site's aforementioned '3 for 2' offer.</p> <p><img src="https://assets.econsultancy.com/images/0008/0696/Soap_and_Glory.JPG" alt="" width="760" height="737"></p> <h3>ASOS</h3> <p>While ASOS prefers to keep it current with a greater focus on Halloween and Autumn, it does point users towards Christmas with this subtle on-site promotion.</p> <p><em>(For more on this brand, see: <a href="https://econsultancy.com/blog/67823-what-makes-asos-s-online-customer-experience-so-enjoyable/">What makes ASOS's online customer experience so enjoyable?</a>)</em></p> <p><img src="https://assets.econsultancy.com/images/0008/0688/Asos_Christmas.JPG" alt="" width="760" height="435"></p> <h3>Ikea</h3> <p>Likewise, Ikea includes a small promotion for its Christmas shop alongside half term and Autumnal features.</p> <p><em>(For more on this brand, see: <a href="https://econsultancy.com/blog/67694-10-examples-of-great-ikea-marketing-creative/">10 examples of great IKEA marketing creative.</a>)</em></p> <p><img src="https://assets.econsultancy.com/images/0008/0690/Ikea_Christmas.JPG" alt="" width="780" height="486"></p> <p>Having said that, it has already included 'Christmas' as the top category in its drop-down navigation menu.</p> <p><img src="https://assets.econsultancy.com/images/0008/0691/Ikea_Christmas_2.JPG" alt="" width="750" height="407"></p> <h3>Debenhams</h3> <p>Debenhams is one of the only retailers I've seen sending out a dedicated Christmas email in October.</p> <p><img src="https://assets.econsultancy.com/images/0008/0692/Debenhams_Email.JPG" alt="" width="367" height="102"></p> <p>Highlighting the fact that its Christmas shop is now well and truly open, it is an early sign that seasonal promotion will be big again this year.</p> <p><img src="https://assets.econsultancy.com/images/0008/0693/Debenhams_Christmas_email.JPG" alt="" width="500" height="754"></p> <h3>House of Fraser</h3> <p>Unlike Debenhams, House of Fraser has been taking more of a restrained approach, including small promotions at the bottom of its recent emails.</p> <p><img src="https://assets.econsultancy.com/images/0008/0708/HoF_email.JPG" alt="" width="750" height="681"></p> <p><img src="https://assets.econsultancy.com/images/0008/0709/HoF_email_2.JPG" alt="" width="700" height="527"></p> <h3>Jo Malone</h3> <p>Unlike more subtle examples, Jo Malone is one retailer that is already going all out for Christmas.</p> <p>It is already using a site-wide banner to promote its seasonal range. </p> <p><img src="https://assets.econsultancy.com/images/0008/0694/Jo_Malone_Christmas.JPG" alt="" width="760" height="390"></p> <p>Further to this, it is also ramping up efforts with events, nicely promoted on Facebook to encourage customers to get into the spirit.</p> <p><img src="https://assets.econsultancy.com/images/0008/0695/Jo_Malone_Christmas_Event.JPG" alt="" width="760" height="816"></p> <h3>The White Company</h3> <p>Another retailer that has already decked out its halls with Christmas deccies is The White Company.</p> <p><img src="https://assets.econsultancy.com/images/0008/0713/White_Company_Christmas.JPG" alt="" width="760" height="700"></p> <p>As well as its entire homepage being Christmas-themed, it has also published a seasonal edit on its blog to kick off consumer interest.</p> <p><img src="https://assets.econsultancy.com/images/0008/0714/White_Company_Christmas_Blog.JPG" alt="" width="760" height="693"></p> <h3>Lush</h3> <p>Its stores are currently filled with sparkly pumpkins and goth fairies, but Lush has been hinting that the famous Santasaurus is on his way.</p> <p>With teaser posts on Snapchat and Instagram, <a href="https://econsultancy.com/blog/68308-four-things-to-appreciate-about-lush-s-new-app/" target="_blank">it has been using mobile</a> and social media to engage with loyal fans.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">If you go down to Lush today you'll be in for a <a href="https://twitter.com/Snapchat">@Snapchat</a> surprise. <a href="https://twitter.com/hashtag/Lush?src=hash">#Lush</a> <a href="https://twitter.com/hashtag/lushchristmas2016?src=hash">#lushchristmas2016</a> <a href="https://t.co/7O83tD6DmW">pic.twitter.com/7O83tD6DmW</a></p> — LUSH Cosmetics UK (@LushLtd) <a href="https://twitter.com/LushLtd/status/782212868871684097">October 1, 2016</a> </blockquote> <p><img src="https://assets.econsultancy.com/images/0008/0710/Lush_Christmas_Instagram.JPG" alt="" width="760" height="563"></p> <h3>Urban Outfitters</h3> <p>Urban Outfitters has also been using Instagram to promote its popular gift guide, giving users an extra nudge by including the number of days until the big day.</p> <p><img src="https://assets.econsultancy.com/images/0008/0711/Urban_Outfitters_Christmas.JPG" alt="" width="760" height="502"></p> <p><img src="https://assets.econsultancy.com/images/0008/0712/Urban_Outfitters_Gifts.JPG" alt="" width="760" height="603"></p> <h3>John Lewis</h3> <p>Forget the Coca Cola advert - it's arguably not Christmas until you've seen <a href="https://econsultancy.com/blog/67161-is-john-lewis-playing-with-fire-with-its-annual-christmas-advert/">the John Lewis ad</a>.</p> <p>While we're still waiting for it, the department store is currently ramping up the excitement with the launch of its online Christmas shop.</p> <p><img src="https://assets.econsultancy.com/images/0008/0715/John_Lewis_Christmas.JPG" alt="" width="760" height="746"></p> <p>There's a tonne of related content here, including extensive gift guides and planning tools.</p> <p>The below countdown planner helps consumers prepare for the festive season with weekly jobs and to-do lists.</p> <p><img src="https://assets.econsultancy.com/images/0008/0716/John_Lewis_Countdown.JPG" alt="" width="760" height="544"></p> <h3>GHD</h3> <p>Lastly, it looks like GHD is bringing back its successful #sendahint campaign, including the same feature in its dedicated 2016 Christmas category page.</p> <p><img src="https://assets.econsultancy.com/images/0008/0717/GHD.JPG" alt="" width="850" height="554"></p> <p>Allowing users to send an email hinting at the GHD product they'd most like to receive, it's a great example of how to build excitement and increase customer engagement as we head into the festive season.</p> <p>It's also good for data capture...</p> <p><img src="https://assets.econsultancy.com/images/0008/0718/GHD_Send_a_Hint_email.JPG" alt="" width="400" height="771"></p> tag:econsultancy.com,2008:Report/4273 2016-10-17T03:00:00+01:00 2016-10-17T03:00:00+01:00 Social Media Strategy Asia Pacific Best Practice Guide <p>One of the most popular areas of digital is social media. The vast majority of internet users have at least one social media account and the main social platforms boast hundreds of millions of daily users.</p> <p>Over the last few years, though, social media has also started to have a strong influence on organisations. Social media has changed how people work, how they communicate and the relationship that they have with their customers.</p> <p>Adding to this, social media is evolving at a blistering pace. New considerations for social media strategists include: paid ad formats, new visual and video formats, buy buttons, private messaging, social servicing, the quantified self and the Internet of Things.</p> <p>Because social media touches so many areas of an organisation, however, getting it 'right' in spite of all these changes has never been more important.</p> <p>This report follows on from Econsultancy's <strong>Social Media Strategy Best Practice Guide</strong>, published in June 2016, and has been updated with information for marketers who are either based in Asia Pacific (APAC) or responsible for marketing in the region. </p> <p>APAC consists of a wide variety of countries, including such diverse markets as Japan, China, India, Australia and other Southeast Asian countries. The reason for a special report on the region is that, taken as a whole, APAC accounts for more than half of all social media users worldwide and has many of the world's fastest growing economies. Its size and potential for growth has made APAC a very attractive target for brands over the past decade.</p> <h2>This report will enable you to:</h2> <ul> <li>Establish a framework for social media strategy</li> <li>Rethink how brands are managed</li> <li>Review company structure</li> <li>Carefully plan social media strategy</li> <li>Execute within regional constraints</li> <li>Provide measurement</li> </ul>