Are you targeting the wrong online influencers?

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The majority of consumers trust friends, peers and family more than brands. But who do consumers listen to the most online? If celebrity names and high-profile personalities spring to mind, think twice. Consumers are a more discerning bunch than some brands may realise.

While many consumers follow celebrities with huge social media audiences (Katy Perry has a whopping 73 million Twitter followers at present), it’s doubtful they’ll rely on...

By Fabrice Etienne, 12 August 2015, 0 comments. Categories: Branding, Search Marketing, Social Media Marketing.

How mobile is driving the growth of Facebook advertising

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Global spend on Facebook advertising has rocketed by 114% year on year for the second quarter of this year according to new data from Kenshoo.

The growth is twice as fast as a year ago as the market continues to grow with mobile phone and tablet ad spend up by 167% year on year and now accounting for 63% of total paid Facebook budgets. The figure is up from 51% the year before.  

The research also showed an increase in paid search for the quarter, up 10% year on year. In this sector...

How Twitter and Facebook users react to social posts by country and by day

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A new research study from Lithium Technologies and Klout reveals Twitter is the key platform for quick audience engagement, with reaction times differing greatly by continent.

Jeremy Waite, now head of digital strategy EMEA at Salesforce Marketing Cloud, famously said in his ‘80 Rules of Social Media’ that the average half life of a tweet was between six and seven minutes. Given this was put up more...

By James Bourne, 06 July 2015, 0 comments. Categories: Campaigns, Social Media Marketing.

Digital might be personalised – but it is not yet socialised

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We are social animals.  In a world where everything is a click away, when day-to-day living, work and even social interaction can be done purely online, many of us still want, and need, to feel the attention of another human being.

There is no ignoring that online retail is part of our lives - a recent IMRG Capgemini e-Retail Sales Index claimed that online sales grew by 16% to £ 91bn in 2013, accounting for 21% of the total retail market, with Christmas sales rising to...

By Max Eaglen, 23 June 2015, 0 comments. Categories: Customer Experience, Social Media Marketing.

Neiman Marcus gets Pinteresting with US introduction of Buyable Pins

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Luxury fashion retailer Neiman Marcus has announced that it is to embrace the commerce opportunities offered by Pinterest since it will introduce Buyable Pins later this month.

Initially a US only service available on iOS devices, it will allow customers to purchase their favourite items on Buyable Pins across Pinterest – including on Neiman Marcus’ own Pinterest page.

The company’s chief marketing officer Wanda Giehart said that the new functionality embraced the...

By Liz Morrell, 03 June 2015, 0 comments. Categories: Advertising, E-Commerce, M-Commerce, Social Media Marketing.

What you need to do to stay ahead in the social race

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In the last 10 years the social media landscape has changed dramatically - so much so, that it’s difficult to predict the next social phenomenon. By the time I finish writing this sentence, 350,000 tweets will have been shared. As people become more reliant on social media, a brand’s social capital has become increasingly linked with financial success.

While social may be captivating and engaging, a social marketing campaign has...

By Fabrice Etienne, 14 May 2015, 0 comments. Categories: Social Media Marketing.

Digital SOS: Handling extreme customer expectations

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Brands big and small are bound to fall victim to an angry customer at some point online. Although social media has become an integral part of many brands’ communications strategies, with 75% of companies viewing customer service as a competitive differentiator, it is rarely smooth sailing in the world of digital customer complaints.

Several top brands have seen their share of social media disasters...

By Fabrice Etienne, 07 May 2015, 0 comments. Categories: Social Media Marketing.

How Klout is shaping the conversation for brands and consumers to benefit

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It’s no secret that brands are having a tough time of it on the social web. They’re not in control of the conversations, they get slammed if they say something, they get slammed if they don’t say something. To top all that, consumers expect a greater level of service from an always-on system. It’s enough to make you hand in your notice and take up lion taming for an easier life.

There are upsides, however. Among the vast swathes of anger and...

By James Bourne, 30 April 2015, 0 comments. Categories: Customer Experience, Social Media Marketing.

From customer to brand ambassador: The power of social

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Customer service is now the heart of marketing. Don’t believe me? Today consumers rely much more heavily on word-of-mouth recommendations – so much so that a great customer experience can become a company’s strongest marketing asset. In other words, getting the entire organisation aligned around the singular objective of creating a consistent, excellent customer experience is an integral part of marketing best practice.

Of course, aligning an entire brand with this...

By Fabrice Etienne, 10 April 2015, 0 comments. Categories: Big Data, Branding, Customer Experience, Social Media Marketing.

Meerkat and Periscope for brands 101: Where to go...and what not to do

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For today’s marketer, the birth of a new social platform is akin to being a kid in a candy store. Despite the social best practice ringing in their ears, it’s impossible to resist. Yes, you know it’s a futile exercise to be on everything, you know your offering might not fit with the platform’s USP, you know you need to be customer-first. But there’s only one way to find out whether something will work.

Enter, stage left, live streaming video apps Meerkat...

By James Bourne, 08 April 2015, 0 comments. Categories: Branding, Social Media Marketing, Video & Audio Marketing.

New tool claims to take Facebook marketing to new heights

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Facebook is becoming a more powerful marketing tool all the time, but a new tool claims to take Facebook marketing to new heights.

Social Ads, from cloud based marketing specialist Emarsys, enables brands to target customers via highly personalised advertisements on the platform – integrating with Facebook’s customer audiences to target individuals via automated advertising campaign.

In a bold claim Emarsys claims the solution allows more accurate targeting than anything...

By Liz Morrell, 27 March 2015, 0 comments. Categories: Advertising, Advertising Technology, Social Media Marketing.

The evolution of social commerce

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 ‘Commerce’ before it was ‘social’?

If you can remember the first retail websites in the mid ‘90s they were pretty boring, nothing more than online versions of printed brochures that took ages to download on your dial-up modem. It wasn’t until companies like Pegasus, eBay and Amazon identified the potential of ecommerce to disintermediate traditional retail, that shopping...

By Gideon Lask, 20 March 2015, 0 comments. Categories: Commerce, Gamification, S-Commerce, Social Media Marketing.

Assessing the state of Twitter on its ninth birthday

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It may be hard to believe but Saturday will see Twitter celebrate its ninth birthday; even though the social networking tool hasn’t yet even hit double digits it has certainly changed how we communicate. The questions is though: has it done enough to change how we market?

From the humble beginnings of March 21 2006 when Twitter made its first tweet the medium has caught on and by November 2008 the billionth tweet had already been shared. Today more than 9,000 tweets are posted every...

By Liz Morrell, 19 March 2015, 0 comments. Categories: Advertising, Social Media Marketing.

Apple dominates ‘most loved brands’ list: Understanding consumer preference

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Enterprise social media analytics provider NetBase has released its Brand Passion report, with Apple taking home four of the top six rankings.

The iPhone finished top of the pile, with Apple itself finishing third, and the iPad and MacBook Air taking positions five and six. Sandwiched between them were Disney (#2) and boutique online retailer Etsy (#4), while rounding out the top 10 were Starbucks, Netflix, Chipotle and McDonald’s.

The methodology in putting this report together was a tad...

By James Bourne, 16 March 2015, 0 comments. Categories: Branding, Customer Experience, Social Media Marketing.

So, so social: The symmetry of an asymmetric media?

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I am a social type of guy. I have a really good pal, a number of friends, acquaintances, and a larger universe of others, people who I have meet over the years that keep in touch with me or are those that I choose to keep in touch with.

On the business side of the social scene I am also a social person. My business-based social structure is defined by a hierarchy as well:

  • A very limited number of highly trusted advisors
  • Knowledge-based individuals
  • Valued enterprises
  • Relevant...
  • By Thaddeus Kubis, 04 March 2015, 0 comments. Categories: Social Media Marketing.

    Case study: How influencers can cut through social noise

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    In a world where consumers are overloaded with information, thrown at them from every angle, brands find themselves having to rethink their traditional global marketing strategies. The ever-saturated consumer marketplace is forcing them to think more creatively about how best to achieve the all-important cut-through and engagement with consumers.

    As a result, many brands are redirecting traditional advertising and media dollars towards more unconventional influencer activations. At...

    By Emma Grede, 02 March 2015, 0 comments. Categories: Social Media Marketing.

    Did Facebook just overtake YouTube as the de facto site for video advertisers?

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    Videos were only introduced to Facebook in the third quarter of last year, but according to socialbakers there has been some serious movement towards this medium as ad objectives evolve.

    While page likes become less important to advertisers, video is grasping a higher proportion of budgetary spend. Data from socialbakers puts embedded news-feed video at 5% despite it being available for such a small period of time on Facebook.

    It is easy to see why too, with socialbakers discovering...

    By Simon Holland, 24 February 2015, 1 comment. Categories: Social Media Marketing, Video & Audio Marketing.

    Brands risk marketing mayhem with poor Twitter responses

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    Whether brands like it or not Twitter has become the first stop for many consumers looking to resolve queries or problems online and brands that ignore the power of this do so at their peril. With an estimated 15 million users in the UK alone it is a channel brand marketers cannot afford to underestimate.

    In such a public forum brands have to be seen to react quickly and efficiently to customer enquiries if they are to gain the trust not only of the customer they are dealing with...

    By Liz Morrell, 23 February 2015, 0 comments. Categories: Customer Experience, Social Media Marketing.

    Facebook’s new patent allows marketing to the most influential

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    Trying to distinguish the influencers and experts among a sea of social media content consumers has always been tough, but the fact that Facebook has now patented a new way of doing it is likely to mean big change for the digital marketing industry.

    The patent – entitled ‘Identify experts and influencers in a social network’ was granted this week, four years after first being submitted by Facebook ads boss Andrew Bosworth in 2011.

    The new capability will allow...

    By Liz Morrell, 18 February 2015, 0 comments. Categories: Commerce, Personalised Marketing, S-Commerce, Social Media Marketing.

    Facebook unveils relevance scores to highlight poor targeting

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    Social network Facebook has rolled out a new relevance score feature that will give advertisers an idea of how well their ad will be received by its intended consumer demographic.

    Facebook is using relevance score coupled with the cost of delivering an ad to force advertisers to pay more attention to their targeting. For example an ad with a high relevance score will cost less to be delivered as it is seen by the system as a positive signal.

    Relevance is worked out by...

    By Simon Holland, 12 February 2015, 1 comment. Categories: Advertising, Advertising Technology, Social Media Marketing.