tag:econsultancy.com,2008:/topics/video Latest Video content from Econsultancy 2016-10-19T14:12:50+01:00 tag:econsultancy.com,2008:BlogPost/68403 2016-10-19T14:12:50+01:00 2016-10-19T14:12:50+01:00 Pharma company Novartis taps Facebook Live event to promote heart failure drugs Patricio Robles <p>Take for instance Novartis, which teamed up with the American Heart Association and actress/singer Queen Latifah as part of their <em>Rise Above Heart Failure</em> initiative.</p> <p>Queen Latifah's mother, Rita Owens, experienced heart failure 10 years ago, prompting lifestyle changes that have enabled her to manage her condition, and inspiring her daughter to get involved with helping others who are dealing with heart failure or supporting a family member who is.<br></p> <h3>A better way to tell a story</h3> <p>The <em>Rise Above Heart Failure </em>initiative, which includes events, media outreach and digital content distributed on the American Heart Association's <a href="http://www.heart.org/HEARTORG/Conditions/HeartFailure/LivingWithHeartFailureAndAdvancedHF/Rise-Above-Heart-Failure-Queen-Latifahs-Story_UCM_477792_Article.jsp">website</a> and through social media, was a natural fit for Novartis.</p> <p>The company is behind Entresto, a heart failure drug that was approved by the FDA in 2015, and while it hasn't yet produced the sales expected, possibly due to its price tag, Novartis will have spent hundreds of millions of dollars on marketing and development.</p> <p>Initially, some of its marketing of Entresto drew significant criticism.</p> <p>As FiercePharma's Beth Snyder Bulik <a href="http://www.fiercepharma.com/pharma/novartis-sponsor-queen-latifah-push-for-heart-failure-awareness-inspired-by-her-mom">detailed</a>, Novartis's first attempt at direct-to-consumer ads for Entresto "sparked protests from cardiologists and consumers for its stark depiction equating heart failure to a room filling with water while a patient calmly reads the paper."</p> <p>That ad was pulled in the face of the criticism.</p> <p>Aligning itself with the <em>Rise Above Heart Failure</em> initiative is a much more positive undertaking, and gives Novartis the opportunity to engage in <a href="https://econsultancy.com/blog/67747-pharma-marketers-should-use-storytelling-to-improve-the-industry-s-reputation/">storytelling</a> using digital channels.</p> <p>Interestingly, one of those channels is Facebook Live, which was used to broadcast a live panel discussion on World Heart Day that featured Queen Latifah and medical doctor Karol E. Watson, a professor of medicine/cardiology and the co-director of the UCLA Program in Preventive Cardiology.</p> <p><img src="https://assets.econsultancy.com/images/0008/0425/Screen_Shot_2016-10-17_at_17.13.28.png" alt="" width="500" height="453"></p> <p>Nearly 1,000 people tuned in to <a href="https://www.facebook.com/events/1659479787696400/">the event</a> on Facebook Live, which Queen Latifah hoped would help others who have dealt with heart failure.</p> <p>"I really just want the millions of Americans who are touched by heart failure to share their story – and their 'red steps’ – and to speak up about the condition," she said in <a href="http://newsroom.heart.org/news/on-world-heart-day-american-heart-association-recognizes-role-of-patient-provider-relationships-in-managing-heart-failure">a press release</a>.</p> <p>According to Novartis spokesperson...</p> <blockquote> <p>We were drawn by the potential of Facebook Live to reach a wide audience in real time, to facilitate live engagement, and to allow on-demand viewing.</p> </blockquote> <p>The company, which expects Entresto sales to hit $200m this year, obviously can't rely exclusively on sponsorship of Facebook Live events to spread the word about its drugs.</p> <p>But <em>Rise Above Heart Failure</em> shows how pharma companies can facilitate and be a part of more meaningful discussions that are personal, emotional and provide tangible value to consumers.</p> tag:econsultancy.com,2008:BlogPost/68426 2016-10-19T10:41:59+01:00 2016-10-19T10:41:59+01:00 A brand that loves you: How Buzzfeed uses empathy to connect with its audience Nikki Gilliland <p>When previously asked how he maintains a strong relationship with his fans, Snoop said that the key is not to view them from on top of a celebrity pedestal, but rather, to lift them up to join him.</p> <p>At the recent IAB Digital Upfronts event, I heard how this sense of empathy - the ability to step into the shoes of the audience - is at the core of Buzzfeed’s strategy.</p> <p>Here’s a summary of the talk, with further insight into how the brand uses this core emotion to drive its content.</p> <h3>A brand that loves you</h3> <p>Buzzfeed believes that content created by brands can be just as meaningful as that found on any platform.</p> <p>Likewise, it can also be just as relevant and enjoyable to the person that is consuming it.</p> <p>However, in order to get a consumer to connect, or to think ‘I love that brand’ - they need to first feel as if the brand loves them.</p> <p>According to Frank, this is done through empathy - or the ‘the ultimate brand-building super power’ as he called it. </p> <p><img src="https://assets.econsultancy.com/images/0008/0435/See_me.JPG" alt="" width="750" height="493"></p> <h3>Buzzfeed is built with empathy</h3> <p>By feeling empathy with the audience, Buzzfeed is able to create content that helps people connect on a personal level.</p> <p>A great example of this is its true crime series, Buzzfeed Unsolved.</p> <p>Unlike shows like Serial or Making a Murderer, which were created from the point of view of the expert, Unsolved is created from the perspective of the viewer.</p> <p>The stars of the show are the fans themselves, and by including both a sceptical opinion and a conspiracy theorist, the majority of people watching are also able to relate.</p> <p><iframe src="https://www.youtube.com/embed/j2KKUcxAdjc?list=PLVAvUrL_VQiNZYyMnmzLZs8_W9l-WBqm-&amp;wmode=transparent" width="854" height="480"></iframe></p> <p>Similarly, Buzzfeed’s new food platform, Proper Tasty, is a world away from the idealised view of cooking that we see on television shows or films.</p> <p>Instead of the quest for the perfect meal, Proper Tasty aims to create relevant and realistic recipes for everyday people and their friends.</p> <p>In other words, it uses food as the connector - not the spectacle.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fbuzzfeedpropertasty%2Fvideos%2F1754452048100801%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <p>Another example of Buzzfeed using empathy to create a connection is the series ‘Weird things that couples fight about’.</p> <p>The video garnered a huge response, but this was not necessarily due to its relevancy - it did not set out to depict all relationships.</p> <p>Instead, what it aimed to to do was create a sense of intimacy with the viewer.</p> <p>Essentially, it sparked a conversation, giving people the permission to talk about their own relationships, and encouraging them to share the video in response.</p> <p><iframe src="https://www.youtube.com/embed/SRMXzq3bN_8?wmode=transparent" width="854" height="480"></iframe></p> <h3>How brands can create human connection at scale</h3> <p>So, how can brands emulate Buzzfeed’s ability to connect with consumers?</p> <p>During his talk, Frank cited three ways to create a human connection on a large scale.</p> <h4>See your true audience</h4> <p>Instead of seeing the audience as a single demographic, based on factors like age and socio-economic background, it is helpful to start from an individual perspective. </p> <p>By using empathy as the foundation of their content strategy, brands are much more likely to create content with momentum, which in turn trickles out to a wider audience.</p> <p><img src="https://assets.econsultancy.com/images/0008/0437/See_your_true_audience.JPG" alt="" width="750" height="511"></p> <h4>Think about the storytelling</h4> <p>Authenticity is incredibly important to Buzzfeed's audience. </p> <p>Unlike traditional media outlets, it is rooted in the everyday reality of its users, whereby humour and hard-htting topics go hand in hand.</p> <p>Let’s take the recent example of when Buzzfeed partnered with Facebook Live to hold a debate on the EU Referendum.</p> <p>A live segment of a girl offering her opinion (complete with profanities) garnered 7.5m views - more than coverage of interviews by both ITV and Sky News combined.</p> <p>It's not difficult to see why.</p> <p>With its raw human element, it was far more relatable that the filtered depiction offered elsewhere.</p> <p><img src="https://assets.econsultancy.com/images/0008/0439/Buzzfeed_debate.JPG" alt="" width="617" height="405"></p> <h4>Be agile and adapt </h4> <p>Lastly, Frank suggests that the key to creating quality and empathetic content is to test and test again.</p> <p>Instead of jumping in head first and making big changes, it is more helpful to make small bets, over and over again.</p> <p>From tweaking headlines to moving the position of embedded videos, making tiny changes can actually have the biggest influence over time.</p> <p><img src="https://assets.econsultancy.com/images/0008/0438/Adapt.JPG" alt="" width="750" height="562"></p> <h3>In conclusion…</h3> <p>Like the legendary Snoop Dogg himself, Buzzfeed’s ability to relate to its audience is fundamental to its success.</p> <p>The approach might not be particularly ground-breaking, but in a world where most media outlets talk down to the audience, it is surprisingly underused.</p> <p>For brands eager to create a more meaningful connection with consumers, it's the best place to start. </p> tag:econsultancy.com,2008:BlogPost/68402 2016-10-13T09:38:18+01:00 2016-10-13T09:38:18+01:00 Boss life: How Avon is rebranding to target a new generation Nikki Gilliland <p>Aiming to shed the antiquated image of the old ‘Avon Lady’, it is not only targeting consumers of the make-up brand, but a new generation of potential reps. </p> <p>Here’s a closer look at the campaign as well as why it could be make or break for the brand.</p> <h3>A focus on recruitment rather than sales</h3> <p>While most beauty brands use marketing to increase product sales, Avon is using its new campaign to highlight its direct-sales model and to drive recruitment for the company.</p> <p>The campaign is centred around an advert set to the Gloria Gaynor hit, ‘I Will Survive’. </p> <p>However, this time, the song has been re-worked to fit the theme of entrepreneurial freedom and flexibility. </p> <p><iframe src="https://www.youtube.com/embed/KWbWJ8xweUg?wmode=transparent" width="854" height="480"></iframe></p> <p>Highlighting the positive results of stepping away from a dull office role into life as an Avon representative, the chorus is replaced with the lyrics: “I’m a boss”.</p> <p>While the ad comes across as slightly cheesy, it does succeed in getting the message across. </p> <p>With sales of Avon products <a href="http://fortune.com/2015/12/17/avon-us-decline/" target="_blank">rapidly declining from 2007 to 2014</a> (see below graph), its first major campaign since being sold to private equity firm Cerberus needed to be bold. </p> <p><img src="https://assets.econsultancy.com/images/0008/0120/Avon_sales.JPG" alt="" width="707" height="474"></p> <p>What’s more, it needed to shake off the idea that being an Avon lady is old fashioned or a role reserved for middle class suburbia.</p> <p>With the rise of the contingent workforce, as well as brands like Uber and <a href="https://econsultancy.com/blog/68225-10-examples-of-great-airbnb-marketing-creative/" target="_blank">Airbnb capitalising on the 'experience-hungry' consumer</a>, it is hoping to follow suit and target a younger generation with a greater desire for flexible work.</p> <h3>Using mobile-optimised video</h3> <p>So, we can see who Avon is trying to target, but how exactly is the brand doing it?</p> <p>Alongside traditional broadcast, print, radio and digital efforts, the campaign is heavily focused on mobile, with video ads being optimised for smartphones and used for pre-roll advertising.</p> <p>This appears to be a deliberate attempt to target fans of beauty bloggers and vloggers.</p> <p>With <a href="http://tubularinsights.com/millennials-ensure-46-percent-video-consumed-via-mobile/" target="_blank">46% of video now being consumed on mobile</a>, Avon is hoping to engage with consumers using the <a href="https://econsultancy.com/blog/67884-seven-ways-social-media-is-shaping-the-beauty-industry/" target="_blank">social channels they feel most comfortable on</a>.  </p> <p>The campaign will further roll out in the coming months, with dedicated Snapchat filters and other digital components.</p> <p>That being said, Avon is keen to show that it’s not only going after millennials.</p> <p>Further to the main ad, the campaign also includes promotional videos featuring real-life Avon representatives, including a mother, student and even a couple that has made their living from the brand. </p> <p><iframe src="https://www.youtube.com/embed/vQxkMXXXAYA?wmode=transparent" width="854" height="480"></iframe></p> <h3>Will it reinvent the brand?</h3> <p>While Avon’s latest campaign marks a new narrative for the brand, it remains to be seen whether it’ll help reverse its previous fortunes.</p> <p>After all, its decline wasn’t only down to a lack of new recruits.</p> <p>A lack of digital innovation has often been cited as one of the biggest factors, with both its ecommerce site and software to help reps move online failing to take off.</p> <p>With competitors like <a href="https://econsultancy.com/blog/67095-how-birchbox-engages-customers-with-personalisation-that-disappears/">Birchbox</a> and Sephora putting digital at the very heart of their business models, it’s no surprise that Avon struggled to keep pace.</p> <p>Now hoping to strike a balance between direct-sales and ecommerce, its new campaign is definitely a step in the right direction. </p> <p>Whether or not consumers will be more receptive than before remains to be seen.</p> tag:econsultancy.com,2008:BlogPost/68413 2016-10-12T17:07:00+01:00 2016-10-12T17:07:00+01:00 Four implications of Snapchat’s update to its Stories page Bola Awoniyi <p>Users that have updated the app recently will find that: </p> <ul> <li>The Discover channels have been demoted to the bottom of the feed.</li> <li>Snaps no longer auto advance when watched in the feed (i.e. after watching one person's Story you are now directed back to the feed, rather than automatically being shown Snaps from the next user in your feed).</li> <li>But users can now make story playlists which will auto advance.</li> </ul> <p>What does all of this mean and what are the implications for publishers, marketers, users and Snapchat itself?</p> <h3>1. Prepare for a decline in Discover impressions</h3> <p>Not many publishers have the privilege of being a part of Snapchat’s Discover library; a privilege they have to pay for, but a privilege nonetheless.</p> <p>However, being present in Discover doesn’t guarantee premium placement within the app. </p> <p>While the publishers' dedicated Snapchat content still has its own page, the Discover channels are now also situated at the bottom of the feed, underneath the stories produced by the people that users follow, despite being previously placed at the top of the Stories page.</p> <p><img src="https://support-tools.storage.googleapis.com/about_discover-57887509.gif" alt="" width="375" height="667"></p> <p>There is sure to be outrage from publishers who have invested significant resources (many of these publishers have dedicated Snapchat teams consisting of eight to ten staff) into the product, only to see it become less of a priority in the eyes of Snapchat.</p> <p>A drop in Snapchat traffic should be expected, while publishers will also be concerned that Snapchat is following Facebook's lead in making alterations to the UX at their expense.</p> <p>However, when it comes to reaching teenagers and young audiences in Western markets, there is little alternative, so publishers will have to make do with the change.</p> <p>To counter this, Discover publishers will likely increase CTAs for Snapchat users to subscribe to their channel for updates and attempt to make content stickier and headlines more catchy.</p> <p>In short – <strong>expect more Kardashians in the Discover channels.</strong></p> <h3>2. User Stories are front and centre</h3> <p>Snapchat is sending a clear message to its users: There is nothing more important than the Snaps and Stories they actually want to see.</p> <p>This is the reason why the Discover channels were demoted and likely the rationale for scrapping the auto-advancing of Stories.</p> <p>Auto-advancing was seen as a pivotal move when it was first introduced, as it prepared the app’s mechanics for more advertising.</p> <p>Instead the app saw an increase in Story skipping, as users swiped away the stories they didn’t want to see, which means less time viewing content.</p> <p>So in order to create the lean back experience Snapchat (and supposedly users) are looking for, <a href="https://econsultancy.com/blog/68333-what-brands-need-to-know-about-snapchat-spectacles/">the self-christened camera company</a> has created Story playlists – a feature that allows users to select all the snaps they want to watch, so they can be preloaded and watched, while making it easier to ignore the snaps that are deemed not interesting.</p> <p>In theory, this should increase time spent consuming video in-app and a decrease in abandoned Story viewings.</p> <p>Snapchat will certainly be hoping this is the case, as this type of lean back viewing experience is critical for the next phase of its business.</p> <h3>3. Marketers should get ready to play in Snapchat’s world</h3> <p>The news of this product update should be viewed through the lens of Snapchat recently opening the door to its ads API.</p> <p>Before limited to just a handful of advertisers, now Snapchat will gradually become open to all marketers that wish to get in front of its highly engaged audience.</p> <p>While these ads will initially be carefully reviewed, adopting the approach Instagram took when it made its platform open for ads, once the editorial and creative standards have been set, marketers can expect the freedom and flexibility that they get when using Facebook’s advertising tools.</p> <p><img style="vertical-align: middle;" src="https://assets.econsultancy.com/images/0008/0239/4C_Screenshot.png" alt="" width="600"></p> <p><em>Screenshot taken from <a href="http://adage.com/article/digital/inside-snapchat-s-ad-delivery-system/306172/">AdAge</a></em></p> <p>Although Snapchat doesn’t offer the extensive demographic details that Facebook and its social graph present, it will provide some degree of interest-based targeting, custom and lookalike audiences, along with A/B testing capabilities.</p> <p>The fast growing startup is sure to add increased sophistication to its targeting as time goes on, but it can be argued that the relative bluntness of its targeting makes it even more appealing to businesses like P&amp;G, who famously reallocated part of its Facebook budget <a href="https://econsultancy.com/blog/68182-what-can-p-g-and-facebook-teach-us-about-the-reality-of-targeting-and-the-future-of-tv-ads/">upon realising that its targeting capabilities were too intricate for its business</a>.</p> <p>Depending on Snapchat’s ability to decrease the skipping of Stories, which should increase ad viewability, the next few months will prove crucial in living up to its promise as a sustainable social platform.</p> <h3>4. Snapchat is finally ready to be a business</h3> <p>An underrated part of Facebook’s rapid growth has been its ability to increase monthly average users, user engagement, ad load and price per ad quarter after quarter.</p> <p>While this is evidence of a remarkably unsaturated advertising market, it is also a testament of its incredible product market fit.</p> <p>This product update, alongside the public API, is Snapchat’s first attempt at pulling off the same trick, as it introduces itself as an advertising tool worth using. </p> <p>Advertising on the web has had more than its fair share of problems.</p> <p>But the introduction of the native ad units that Facebook, Instagram and Snapchat have created have bucked that trend and in some ways even improved the product (like Snapchat’s sponsored lens/filters).</p> <p>While the reorganisation of the Stories page is clearly in the user's interest, the addition of more advertising benefits the company.</p> <p>Seeing how well the two will align will be very telling in assessing its future viability as an advertising platform.</p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/blog/66867-five-seriously-creative-snapchat-campaigns-and-their-results/"><em>Five seriously creative Snapchat campaigns and their results</em></a></li> <li><a href="https://econsultancy.com/blog/67257-15-reasons-your-brand-should-be-on-snapchat/"><em>15 reasons your brand should be on Snapchat</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68398 2016-10-12T14:23:56+01:00 2016-10-12T14:23:56+01:00 JPMorgan Chase taps influencer family for how-to videos Patricio Robles <p>The Holderness Family became online stars when their Christmas Jammies holiday music video went viral in 2013, racking up more than 16m views on YouTube.</p> <p>Today, the husband and wife team, along with their two children, have nearly 195,000 YouTube subscribers and their videos have generated more than 66m views.</p> <p>Chase chose to tap the Holderness Family for its "Banking that rocks" video series because it felt it needed to do something different. </p> <p>"These videos are hilarious and people will have fun watching them, but they also help us solve a business problem," Kristin Lemkau, Chase's CMO, <a href="http://adage.com/article/cmo-strategy/spot/306150/">told</a> AdAge.</p> <blockquote> <p>We knew we had to do something different to show people how [to do things themselves]. We didn't want to do a boring animation.</p> </blockquote> <p>The videos the Holderness Family created for Chase, three of which have been published, highlight for Chase customers how they can use online banking, the Chase mobile app, and Chase ATMs to "bank on the go."</p> <h3>A viable part of the content marketing mix?</h3> <p>While <a href="https://econsultancy.com/blog/68338-goldman-sachs-creates-in-house-content-studio/">financial services firms are increasingly investing in content marketing</a>, the companies tapping influencers the most still tend to be in industries like <a href="https://econsultancy.com/blog/67443-eight-influencer-marketing-stats-for-fashion-beauty-brands/">fashion and beauty</a>.</p> <p>While there are numerous <a href="https://econsultancy.com/blog/67555-the-three-biggest-challenges-in-influencer-marketing/">challenges associated with influencer marketing</a>, and there <a href="https://econsultancy.com/blog/67147-has-essena-o-neill-signalled-the-end-of-influencer-marketing">has been some scandal</a>, influencer marketing has firmly established itself as a part of the marketing mix in these industries.</p> <p>Can it do the same for financial services?</p> <p>That remains to be seen. The Holderness Family published its "Rock My Banking" Chase video to YouTube, where it currently has just over 10,000 views.</p> <p>While that's in line with many of the videos it has posted in the same time period, it's far from a viral hit. On Facebook, The Holderness Family published a post promoting the YouTube video.</p> <p>Despite the fact that the family's Facebook Page has nearly 650,000 likes, the Chase post only has 18 shares.</p> <p><iframe src="https://www.youtube.com/embed/lCEPzYbnZeE?wmode=transparent" width="560" height="315"></iframe></p> <p>But that doesn't necessarily mean that Chase's efforts with The Holderness Family aren't of value.</p> <p>While many companies turn to influencers for pure marketing distribution purposes, brands can also benefit from <a href="https://econsultancy.com/reports/influencing-the-influencers-the-magic-of-co-created-content">co-creation</a> even when it doesn't generate viral hits.</p> <p>That's because effective content marketing requires quality content that connects with a target audience.</p> <p>If banks like Chase can work with influencers like the Holderness Family to produce content that is more creative and appealing than they could create on their own, the relationship doesn't need to produce millions of views to be worthwhile, especially if the content has a long shelf-life, as is the case with Chase's how-to videos.</p> <p><em>For more on this, see:</em></p> <ul> <li><a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy"><em>Content marketing training courses</em></a></li> <li><a href="https://econsultancy.com/reports/the-future-of-content-marketing/"><em>The Future of Content Marketing Report</em></a></li> <li><a href="https://econsultancy.com/reports/digital-transformation-in-the-financial-services-sector-2016/"><em>Digital Transformation in the Financial Services Sector</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68377 2016-10-05T15:17:00+01:00 2016-10-05T15:17:00+01:00 How Barclays transformed its video content strategy Ben Davis <h3>The challenges</h3> <p>Unsurprisingly for financial services, the challenge for Barclays was how to respond to a lack of consumer trust in the wake of the 2008 financial crash and the 2012 Libor scandal.</p> <p>When the organisation reflected on how to improve both itself and the wider industry, the question was 'what do we want to become famous for?'</p> <p>Barclays knew that it would be a risk to bury its head in the sand, but also shouting about everything it was doing to regain trust could also come across as disingenuous.</p> <p>Avoiding the two ends of this scale, the brand wanted to use video to build a story and communications strategy that was longer term.</p> <p>How could the organisation help people? Where might it engage with people?</p> <p>In 2012, Barclays had to decide on how to make this investment in video.</p> <h3>The case for change</h3> <p>Mark discussed the expectations of digital consumers, which he characterised as interaction, transparency, ease and availability.</p> <p>Part of the challenge in meeting consumer needs was to become agile enough to create content for many different scenarios.</p> <p>Alongside this agility, the team rebuilt its content strategy focused around the reaffirmed purposes and values of the firm. These values come partly from the brand's Quaker roots and encompass respect, integrity, service excellence and stewardship.</p> <p>Ashok Vaswani, Barclays CEO, has been variously quoted on the digital revolution, describing how ’…every revolution has a social cost, and our role is to make sure that we take everyone forward and leave no-one behind on this journey.’</p> <p>With this in mind, Mark detailed exactly how video would be aligned to the brand's purpose and objective.</p> <h3>A three-pronged strategy</h3> <p><strong>Brand - rebuilding reputation through hero content</strong></p> <p>Barclays' brand strategy revolved around human interest stories.</p> <p>The Digital Eagle programme trained more than 8,000 staff to assist customers with digital technology</p> <p>The scheme was designed to support digitally engaged customers, encouraging them to ask for advice on the use of their own digital devices, such as how to make video calls to their relatives.</p> <p>Barclays captured one of these personal stories in a video that was seeded on social media and with some TV placements over the festive period.</p> <p>This hero content was designed to show how Barclays is helping customers, without having to focus on product messaging.</p> <p><iframe src="https://www.youtube.com/embed/h6NCzS8__V4?wmode=transparent" width="560" height="315"></iframe></p> <p><strong>Editorial - responding to everyday topical themes </strong></p> <p>Producing editorial style content on a campaign basis also became a priority.</p> <p>A weekly editorial board process involves taking data from across Barclays (such as social search data, complaint data, etc) and ascertaining what issues customers are interested in.</p> <p>A topical and engaging example is shown below - a video about fraud prevention, which was a big topic at the time of creation and had seen a large spike in searches.</p> <p>Without paid-for promotion, the video achieved 10m views across various platforms and was picked up by the BBC and The Telegraph.</p> <p><iframe src="https://www.youtube.com/embed/wgFnu8yu6ws?wmode=transparent" width="560" height="315"></iframe></p> <p><strong>Attract and retain - deepening customer and client relationships</strong></p> <p>The third prong of Barclays' video content strategy is to create one-to-one, personalised video.</p> <p>For example, during current account on-boarding, Barclays used to send customers lots of literature, but now sends an email with a personalised video.</p> <p>The video uses the customer's name throughout to grab their attention and convey important information.</p> <h3>What Barclays learned </h3> <p>Mark finished with some neat points detailing what the team learned about <a href="https://econsultancy.com/training/courses/video-marketing-strategies/">video content strategy</a> during this transformation.</p> <p>It's important to:  </p> <ul> <li>listen,</li> <li>drive two-way conversation through video,</li> <li>be innovative and planned,</li> <li>think video across all marketing,</li> <li>and hardwire activities into business Purpose, Values and Objectives.</li> </ul> tag:econsultancy.com,2008:BlogPost/68340 2016-10-04T16:24:12+01:00 2016-10-04T16:24:12+01:00 Seven kids & baby ecommerce brands using YouTube to reach parents Nikki Gilliland <p>According <a href="https://www.thinkwithgoogle.com/intl/en-gb/articles/mums-on-youtube-village-to-raise-child.html">to the study</a>, YouTube is now the third most popular online source for advice and tips about parenting, with nearly 33% of mums who watch YouTube saying they watch 'how-to' videos at least once per week.</p> <p>While independent ‘mummy vloggers’ remain some of the most-watched, we thought we’d take a look at how ecommerce brands are using their YouTube presence to capture the attention (and customer loyalty) of mums and dads alike.</p> <h3>Mothercare</h3> <p>Mothercare aims to be a one-stop shop for baby and toddler products, selling everything a parent might need. </p> <p>Its <a href="https://econsultancy.com/blog/64620-content-marketing-for-youtube-made-easy/" target="_blank">YouTube</a> channel is also dedicated to covering all bases. </p> <p>I like the fact that its content is varied. As well as advertisements for new clothing ranges, it also includes <a href="https://econsultancy.com/blog/9366-ecommerce-consumer-reviews-why-you-need-them-and-how-to-use-them/" target="_blank">product reviews</a> and demonstrations. </p> <p>Likewise, there is a lot of general help and advice designed to soothe new parent worries, such as how to bathe and position a newborn baby. </p> <p>In comparison to the Early Learning Centre’s separate channel (a brand also owned by Mothercare PLC, which is very geared around product promotion), this is far more valuable for parents.</p> <p><iframe src="https://www.youtube.com/embed/bESxd4JYDbY?wmode=transparent" width="854" height="480"></iframe></p> <h3>Kiddicare</h3> <p>Another ecommerce site that offers a wide variety of goods, Kiddicare targets parents from pre-pregnancy all the way to toddler-age.</p> <p>Interestingly, its YouTube channel actually focuses more on the stages pre-birth, with a particularly informative series of videos giving advice from midwives.</p> <p>This approach is effective for getting parents engaged long-term. </p> <p>For example, if a mum watches a helpful video from Kiddicare while pregnant, there is more chance that she will return to the channel, and naturally, buy from the retailer in future.</p> <p><iframe src="https://www.youtube.com/embed/_7sPY1Hrcew?wmode=transparent" width="854" height="480"></iframe></p> <h3>Hobbycraft</h3> <p>Hobbycraft is a great example of how to use video content to drive consumer loyalty and interest.</p> <p>While it is not targeted towards parents per se, there is a whole selection of videos that's bound to appeal to the demographic, particularly in relation to how to sew children’s items and clothing. </p> <p>As well as being an informative resource for mums, it’s also one of the best channels to watch with kids. Its baking videos would be particularly good to get little ones involved in the kitchen.</p> <p>By promoting its products in a natural way, the videos also feel more natural and authentic than other ecommerce brands.</p> <p><iframe src="https://www.youtube.com/embed/mH5K1KGHA7I?list=PLQ-h11GDs8SRn77JM6AE2qk4AmjDFF8jo&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>Toys R Us</h3> <p>Toys R Us is a bit of a mixed bag in terms of the type of video content it offers.</p> <p>On one hand, there is the rather baffling ‘Toys Unboxing Toys’ – a series of stop-motion videos targeted at children.</p> <p>Building on the unboxing trend, it is clearly an attempt to get kids pleading with their parents to buy into the products they see.</p> <p>However, there is some video content for parents too, such as the ‘Lego on the Table’ series. </p> <p>Essentially, it lets consumers know exactly what they’ll be getting in a Lego set, clearly explaining the various parts and features. </p> <p>This is probably the most helpful type of video from Toys R Us, however the channel could benefit from a clearer focus on who it is targeting.</p> <p><iframe src="https://www.youtube.com/embed/HpE2GKkF0WM?wmode=transparent" width="854" height="480"></iframe></p> <h3>Mamas and Papas</h3> <p>Mamas and Papas offers some great video content for mums-to-be, with a specific focus on health and well-being.</p> <p>I am not a mum, nor have I ever been pregnant, but as woman of a certain age I can see how the Frame X series, which includes videos on pre-natal exercises, would particularly appeal.</p> <p>Overall, you get the sense that Mamas and Papas is serious about making its brand part of a parent’s lifestyle, by targeting mum’s way before the baby is even born.</p> <p>While some of the overly-produced content comes off a little cheesy, <a href="https://www.youtube.com/watch?v=3UNxSB0jz_0&amp;list=PLx73yq7iTyaXCUBaSNhb35OK04Gw6U_X3&amp;index=1">like the advert for the Stokke MyCarrier</a>, the best videos are those that feature real-life parents. This ensures real relatability. </p> <p><iframe src="https://www.youtube.com/embed/rCD39C2eYIs?list=PLx73yq7iTyaWl2VeLvUffKT1LoUqVMQBi&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>Bugaboo</h3> <p>Unlike ecommerce sites that sell a wide range of products, Bugaboo is limited to prams and pushchairs. </p> <p>Mainly focused on buggy demonstrations, its video content is designed to help parents choose the best product to fit in with their needs and budget.</p> <p>While these examples are informative, the channel lacks consistency in other areas.</p> <p>There's the odd video pulled in from the brand's various campaigns, as well as some day in the life videos, however the main focus is the prams and how they work.</p> <p>All in all, this means that viewers are less likely to return to channel after they have found what they are looking for.</p> <p><iframe src="https://www.youtube.com/embed/_5ZIbovfL-g?wmode=transparent" width="854" height="480"></iframe></p> <h3>Maxi-Cosi</h3> <p>Though it is similar brand to Bugaboo, Maxi-Cosi’s YouTube channels is more informative and in-depth.</p> <p>Expanding its video content to include Q&amp;As, installation guides, and how to care for its products – there’s more for parents than help on what buggy to choose.</p> <p>With a friendlier approach, it’s a great example of how to capture consumer interest through informative and valuable video content.</p> <p><iframe src="https://www.youtube.com/embed/Jh7Q3vma8aA?wmode=transparent" width="854" height="480"></iframe></p> tag:econsultancy.com,2008:BlogPost/68338 2016-09-30T15:00:37+01:00 2016-09-30T15:00:37+01:00 Goldman Sachs creates in-house content studio Patricio Robles <p><a href="http://www.mediapost.com/publications/article/285489/branded-content-is-king.html">According to</a> Bridges, the studio isn't tasked with creating ads to promote Goldman Sachs aggressively or drum up new business.</p> <p>Instead, its focus is on creating a variety of digital content that helps the firm connect with the public online.</p> <p>That content includes podcasts, like <em><a href="http://www.goldmansachs.com/our-thinking/podcasts/">Exchanges at Goldman Sachs</a>, </em>"in which people from across the firm share their insights on developments shaping industries, markets and the global economy."</p> <p>As well as <a href="http://www.goldmansachs.com/briefings/index.html">BRIEFINGS</a>, a weekly email newsletter through which Goldman Sachs shares insights into global trends affecting markets and economies. </p> <p><iframe src="https://www.youtube.com/embed/RQrwSGWMuXY?wmode=transparent" width="560" height="315"></iframe></p> <p>The firm is also investing heavily in video, some of which is posted to <a href="https://www.youtube.com/user/GoldmanSachs">Goldman Sachs' YouTube channel</a>.</p> <p>These videos cover everything from the rise of craft products to stories of companies that Goldman Sachs has helped grow.</p> <p>The firm also has YouTube channels dedicated to economics and markets, careers, and its impact investing contributions.</p> <p>All told, Goldman Sachs videos have racked up over 7m views on YouTube, and the firm has some 23,000 followers.</p> <h3>Who doesn't like a vampire squid?</h3> <p>In the wake of the 2008 financial crisis, which many saw as highlighting the unfair differences between Wall Street and Main Street, the financial services industry has struggled to defend its reputation.</p> <p>Goldman Sachs, as one of the most prominent financial institutions in the world, was not surpisingly a common target of attacks against Wall Street.</p> <p>One of the sharpest attacks came in the form of a <a href="http://www.rollingstone.com/politics/news/the-great-american-bubble-machine-20100405">Rolling Stone article by Matt Taibbi</a>, in which he famously wrote:</p> <blockquote> <p>The world's most powerful investment bank is a great vampire squid wrapped around the face of humanity, relentlessly jamming its blood funnel into anything that smells like money.</p> </blockquote> <p>Goldman Sachs, obviously, would beg to differ with that description of its company, and content marketing appears to be an effective way of trying to better manage its reputation online.</p> <p>According to Goldman's Bridges, "Our favorability increases [after people view its content rather than see a straight ad]."</p> <p>Boosting favorability is a slow process, but an important one, for a number of reasons.</p> <p>In the case of financial services firms like Goldman Sachs, it's not just about negative public perception, which has driven a push for <a href="https://econsultancy.com/blog/68215-are-regulations-impeding-financial-services-innovation">greater regulation that can hamper firms' ability to innovate</a>. It's also about attracting talent.</p> <p>While Goldman Sachs is still <a href="http://www.cnbc.com/2014/06/17/the-employer-of-choice-for-bankers-guess-who.html">the employer of choice</a> for those in investment banking, in years past, investment banks were also employers of choice for talented young university graduates.</p> <p>That <a href="http://www.bloomberg.com/news/articles/2015-08-06/for-harvard-mbas-congrats-on-a-bank-job-really-means-i-m-sorry-">has changed more recently</a>, as many graduates who would have historically found their first jobs on Wall Street look elsewhere, including tech companies and startups in Silicon Valley.</p> <p>Content marketing alone might not reverse that trend, but by opening itself up the digital world, Goldman Sachs has a better chance of catching the attention of students who are still weighing their options.</p> <h3>A long-term investment</h3> <p>Like most firms engaged in content marketing, Goldman Sachs is working through the issue of metrics. For example, it doesn't look at video views.</p> <p>Instead, it monitors how many users watch at least 25% of a video. And it doesn't have great analytics data for its podcasts because Apple doesn't offer much data.</p> <p>But when it comes to content, Goldman Sachs is a long-term investor that isn't worried about instant returns.</p> <p>Much of its <a href="https://econsultancy.com/blog/66247-14-examples-of-evergreen-content-formats-that-work-wonders/">content is designed to be evergreen</a>, and that means it can pay dividends long after it was produced.</p> <p>Case in point: one of its video series caught the attention of Reddit over a year after it was published, generating more than a million views.</p> tag:econsultancy.com,2008:BlogPost/68332 2016-09-27T14:43:00+01:00 2016-09-27T14:43:00+01:00 Should marketers be more concerned about Facebook's video metrics faux pas? Patricio Robles <p>By some estimates, Facebook and its arch rival Google now account for upwards of 80% of every dollar spent on digital ads. </p> <p>On Friday, David Fischer, Facebook's VP of Business and Marketing Partnerships, acknowledged the existence of a "discrepancy" and <a href="https://www.facebook.com/business/news/facebook-video-metrics-update">explained</a>...</p> <blockquote> <p>About a month ago, we found an error in the way we calculate one of the video metrics on our dashboard – average duration of video viewed.</p> <p>The metric should have reflected the total time spent watching a video divided by the total number of people who played the video.</p> <p>But it didn’t – it reflected the total time spent watching a video divided by only the number of “views” of a video (that is, when the video was watched for three or more seconds). And so the miscalculation overstated this metric. </p> </blockquote> <p>According to Fischer, this issue has been addressed, and he was clear to reassure marketers that "this miscalculation has not and will not going forward have an impact on billing or how media mix models value their Facebook video investments."</p> <h3>Marketers respond</h3> <p>Despite the fact that Facebook's mistake didn't have negative billing implications, there is no doubt that it looks bad for Facebook and has led some to question whether it will dent the social network's relationship with marketers.</p> <p>Not surprisingly, Facebook quickly found itself the subject of sharp criticism. </p> <p>WPP CEO Sir Martin Sorrell used "Overstategate" <a href="http://www.adweek.com/agencyspy/sir-martin-sorrell-has-harsh-words-for-facebooks-fake-data-in-overstategate/117517">to call on Facebook</a> to provide its data for independent verification, and an unnamed Publicis executive reportedly told clients "two years of reporting inflated performance numbers is unacceptable" in a memo.</p> <p>But as TechCrunch's Josh Constine <a href="https://techcrunch.com/2016/09/23/which-social-media-metrics-matter/">points out</a>, some marketers have stepped up to defend Facebook, arguing that the mistake wasn't all that consequential and suggesting that marketers are a fairly sophisticated bunch when it comes to keeping tabs on their social efforts.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/jasonwstein">@jasonwstein</a> whole thing is silly. Full data by sec has always been available. We always look at 30 for comp 2 YT &amp; 10 for Nielsen benchmark</p> — Azania Andrews (@jewelazania) <a href="https://twitter.com/jewelazania/status/779159828480528385">September 23, 2016</a> </blockquote> <h3>Reasons marketers should care</h3> <p>Are those downplaying Facebook's mistake justified in doing so, or is the concern legitimate?</p> <p>Here are a few reasons why marketers should care about Overstategate.</p> <h4>1. Apparently, nobody noticed</h4> <p>Despite the fact that Facebook's errant calculation of the Average Duration of Video Viewed may have overestimated this metric by a whopping 60% to 80%, it went unnoticed for two years.</p> <p>Which begs the question: why, apparently, didn't marketers notice?</p> <p>Given the magnitude of Facebook's miscalculation, one might have expected observant marketers to have caught on to major differences between the average durations reported on Facebook versus other platforms, unless other platforms perform significantly better than Facebook in this area, which seems unlikely.</p> <p>Was nobody looking at this metric? Were marketers asleep at the wheel?</p> <p>Did they not care as long as the metrics looked good and they kept getting budget? Did marketers fail to read the manual, as Kalev Leetaru <a href="http://www.forbes.com/sites/kalevleetaru/2016/09/24/the-media-got-it-wrong-what-facebooks-video-ads-issue-tells-us-about-big-data-metrics/">argued</a>? Or something else?</p> <h4>2. It's not without potential consequence</h4> <p>Even though Facebook's mistake didn't have billing implications, as The Wall Street Journal notes, it could have made Facebook look like a more attractive channel and influenced spending decisions.</p> <p>This is particularly true for less sophisticated marketers who rely on the vanity metrics Facebook highlights to them.</p> <p>This in and of itself is cause for concern.</p> <h4>3. Facebook isn't direct response only</h4> <p>Many marketers downplaying the Facebook error point out that metrics like Average Duration of Video Viewed are often not the primary metrics they focus on.</p> <p>One told TechCrunch...</p> <blockquote> <p>...most advertisers see reach and view time as secondary or even tertiary metrics.</p> <p>When determining whether something is working, we typically focus on actions like clicks or conversions.</p> </blockquote> <p>The problem with this is that not all marketers using Facebook are using it as a channel for direct response, so determining the efficacy of campaigns isn't always as easy as drawing a straight line between dollars spent and clicks or conversions.</p> <p>Video in particular is being widely used by major brands in social channels to drive brand awareness, so metrics like reach and Average Duration of Video Viewed are far more important than some seem to believe.</p> <h3>Other miscalculations could be lurking</h3> <p>The biggest reason that marketers should be concerned about Facebook's faux pas is that they don't know what other miscalculations could be lurking behind the metrics that they're using.</p> <p>Marketers "own" fewer and fewer of the channels and platforms they rely on, and rarely have access to the raw data that goes into the metrics third parties report to them.</p> <p>Furthermore, in many cases, their efforts on third-party services are aimed at driving engagement on those third-party services, as opposed to driving action on properties they own, so it's increasingly difficult to close the loop.</p> <p>While programs like <a href="https://www.facebook.com/business/news/new-ad-viewability-partners">Facebook's ad viewability verification</a> help, not all marketers work for companies that have the resources to take advantage of these, and clearly those that do don't feel that they should be paying extra for them.</p> <p>That means large numbers of marketers, particularly those working for SMBs, are looking at and in many cases making important decisions based on metrics that come out of black boxes.</p> <p>Black boxes that may very well not be working properly 100% of the time.</p> <p>That, no matter what, is a big problem.</p> tag:econsultancy.com,2008:BlogPost/68333 2016-09-26T14:52:38+01:00 2016-09-26T14:52:38+01:00 What brands need to know about Snapchat Spectacles Patricio Robles <p>These snaps can be uploaded to Memories, Snapchat's recently-launched feature that allows users to store photos and videos for posterity.</p> <p>The concept behind Spectacles is simple – "Specs make memories, from your perspective" – but the implications could be significant, especially for marketers active on Snapchat, which now has more daily users than Twitter.</p> <p>Here's what brands need to know.</p> <h3>Nobody knows if Spectacles will take off, but don't underestimate them</h3> <p>Snapchat isn't the first tech company to set its sight on eyewear. For instance, many are comparing Spectacles to <a href="https://econsultancy.com/blog/63292-what-we-learned-from-trying-google-glass/">Google Glass</a>, which didn't exactly take over the world.</p> <p>But that doesn't mean that Spectacles won't be a success.</p> <p>At $130, Spectacles will be a lot cheaper than Google Glass, and they serve a much simpler purpose.</p> <p>Their appearance, which some are criticising, might not appeal to those in the tech media or above the age of 30, but that's the point: Spectacles haven't been designed for them.</p> <p>They have been designed for Snapchat's users, over half of whom are 24 years-old or younger.</p> <p>For these reasons, brands shouldn't assume that Spectacles will go the way of past connected eyewear.</p> <h3>They could change the nature of content on Snapchat</h3> <p>Snapchat CEO Evan Spiegel <a href="http://www.wsj.com/articles/snapchat-releases-first-hardware-product-spectacles-1474682719">says</a> he tested one of the prototypes for Spectacles in early 2015 when he went hiking with his fiancée...</p> <blockquote> <p>It was our first vacation, and we went to Big Sur for a day or two. We were walking through the woods, stepping over logs, looking up at the beautiful trees. And when I got the footage back and watched it, I could see my own memory, through my own eyes—it was unbelievable.</p> <p>It’s one thing to see images of an experience you had, but it’s another thing to have an experience of the experience. It was the closest I’d ever come to feeling like I was there again.</p> </blockquote> <p>While video recorded by Spectacles will ostensibly be similar to that taken by helmet-mounted GoPro cameras as opposed to smartphones, if Spectacles catches on, first-person video could come to be a prominent part of the Snapchat content experience.</p> <p>Brands active on the service will need to monitor this, as it could impact the type of creative they need to produce to ensure that their Snapchat efforts meet user expectations and are successful.</p> <h3>The future possibilities are endless, but...</h3> <p>The Wall Street Journal notes that devices like Spectacles could pave the way for numerous commercial possibilities...</p> <blockquote> <p>Beyond the images it produces, a wearable camera also knows a lot about what you’re doing in any given moment: which person you’re looking at, which product you’re browsing in a store window, whether the sky is blue or gray.</p> <p>It might guess what you need before you ask for it. In a tech scrum where fighting for a share of people’s daily video consumption is a zero-sum game, using the camera like this opens up fresh commercial possibilities.</p> </blockquote> <p>For those possibilities to materialize, Spectacles or its successors would need to become a lot more like Google Glass.</p> <p>That seems unlikely to happen any time soon, but it's worth considering that a product like Spectacles could be the trojan horse that allows individuals to become comfortable with connected eyewear before all of the functionality connected eyewear makes possible is seen as acceptable.</p> <h3>They could be a source of controversy</h3> <p>Perhaps the biggest threat to Spectacles' success is how society will react to it.</p> <p>Despite the fact that consumers are using smartphones to capture photos and videos in public places, a pair of glasses with a camera is different than a smartphone and Google Glass sparked a lot of privacy concerns.</p> <p>In fact, Google Glass wearers found themselves being labeled "glassholes" and were banned from businesses that feared their patrons would object to the possibility of being recorded so easily without their knowledge.</p> <p>For brands and local businesses, Spectacles could be a double-edged sword.</p> <p>On one hand, they will offer a new way to connect with young consumers and encourage them to produce content around their brands and businesses.</p> <p>But they could also potentially alienate and even drive away more privacy-conscious customers, so brands and business owners will want to tread carefully.</p>