Learning social best practices from industry experts: Find your voice and make ‘clever’ use of data
If you manage your company’s social media accounts today, it is no longer sufficient to send a fun tweet here or a cheeky Facebook post there. Social has become a key benchmark of customer experience; a treasure trove of data ready to be mined. Yet it can also be a living nightmare if you get on the wrong side of Random Internet Strangers.
So what’s a marketing manager to do in the spare time they have from juggling a zillion...
How Sage is using employee advocacy to create a strong voice on social
Last week, Kim Kardashian West - perhaps the ultimate influencer - put digital ink to silicon and tweeted forth. Yet this wasn't quite a case of affirmation-brought-to-you-by-X. The socialite had visited Jack in the Box and wished for a discussion about the experience "pronto." Underneath, rival fast food brands, from Burger King, to Wendy's, to Steak-umm, were queuing...
Personalisation strategies analysed: Potent brand messages found – if not 100% hit rate
To personalise, or not to personalise? Even though it's phrased as a question, personalisation may seem more of a proclamation today - and while only half of consumers are actively signing up for a personalised experience right now, the numbers are only going to go up.
The latest study from Periscope By McKinsey, which polled more than 2000 consumers spread across France, Germany, the UK and the US, found brands who were already trusted by users were more likely to be given permission to personalise. Yet...
A guide to campaign tracking for simple and stress-free analytics
Any business that wants to be successful needs to know which marketing techniques are effective to their customers, members and target audience. Without this knowledge, it’s impossible to know whether your marketing campaigns are effective or if they are simply wasting your time and money.
Which means that campaign tracking is a fundamental part of digital marketing reporting, and if you’re not doing it, or doing it incorrectly, then you may end up using your budgets for activity that...
How to achieve the best ROI when working with influencers
The majority of marketers (84%) have agreed that demonstrating the ROI from working with influencers is the foremost priority for brands. However, marketers are still finding it a challenge, with 22% saying that proving the ROI of influencers has been their toughest challenge.
As influencer marketing grows and becomes embedded into the marketing strategy of brands, understanding how to achieve the best ROI is crucial to justify budget spending to...
Get the parameters right and influencers could become the saviours of advertising
Opinion The cult of fame has moved from the broadcast world of movies and soap stars to the digital world of social media personalities in no time at all. Instead of films grossing millions at the boxoffice because of a sought after star, now it’s influencers making megabucks in promotional fees based on their follower numbers. Especially for the under 30s.
These changes go far beyond the social media...
Philip Morris’ influencer campaign goes up in smoke following investigation
The influencer marketing ecosystem is one where a fine line needs to be trodden – as Philip Morris has found out to its cost.
The tobacconist announced earlier this week that it was suspending its social media campaigns after a Reuters investigation found one of the key influencers engaged for a new ‘heated tobacco’ device campaign did not fulfil the company’s internal standards and regulations.
Brian Solis: Digital addiction wounds run deep – but they are being treated like minor cuts
The concept of health when it comes to technology usage is an ever-increasing one – and one where users, brands and vendors need to be equally mindful.
Much of the conversation tends to focus around social or smartphone ‘addiction’, and in particular its effect on younger minds. Yet research on the topic argues that things are a little more complicated. The
How Brandwatch is stepping up from social monitoring - to find a much greater opportunity
Grad Conn, CXMO, Sprinklr: On changing CMO strategy and the Copernicus effect for customer experience
Grad Conn, chief experience and marketing officer (CXMO) at Sprinklr, is something of a rare breed: a CMO who has been in it for the long haul.
Prior to joining the customer experience management platform last year, Conn spent almost seven years as Microsoft’s US chief marketing officer. Indeed, Conn laughs as he relates the tale of an interview feature...
The harm of social media validation: A question of responsibility and protecting the vulnerable
Humans have an innate desire to be liked by peers and to feel a sense of belonging — and nowhere is this more prevalent than social media. The more likes, comments, and shares a post gets, the more socially validated the poster feels.
In fact, studies show that just these online reactions...
How Starbucks is looking to dark social for greater engagement – and how you can do the same
In the marketing world, the phrase “dark social” has sometimes been used as a threat or a warning. Many see it as impenetrable and too difficult to evaluate ROI from. But it’s a topic that has only become increasingly timely after Mark Zuckerberg announced Facebook’s planned pivot from a public-facing platform into one built on private messaging.
Is Facebook’s privacy pivot all about business messaging?
In a landmark blog post last month, Mark Zuckerberg outlined a new, “privacy-focused” vision for Facebook. The announcement signaled a fundamental shift in strategy for the embattled company in the midst of growing public mistrust and
The seven deadly vids: Video content to amplify and generate leads on social media
Today’s marketing departments are creating more videos than ever before – and with good reason as such content attracts more organic traffic from search engines, keeping prospects on websites for longer.
The figures speak volumes too as nearly 60% of executives said they would choose video over text content if shown both, and
To Google, or not to Google: Why collaboration is vital for the future digital ecosystem
Opinion In a double clampdown, Google has capped the campaign data available to advertisers and the inventory they can buy — thereby severely restricting their flexibility to deliver successful campaigns to consumers.
Its decision to block use of the DoubleClick ID when transferring data between services has left advertisers in the dark — unable to connect the dots between campaign insights held...
Oh Snap: Snapchat launches new gaming and AR features in bid to play catch-up
Snapchat has announced the launch of various new features focused around augmented reality (AR) and camera search.
The launch, at the company’s first Snap Partner Summit, sees greater integrations with Lenses and Scan. The social media network is updating Lens Studio, its desktop app which enables users to build and distribute Lenses on Snapchat, to include capabilities such as hand and body tracking. The company has...
FMCG goes direct-to-consumer – but don’t expect a Tony the Tiger Facebook page any time soon
Opinion Last month Kellogg’s – joining a host of established FMCG brands – launched a new foray into the direct-to-consumer (DTC) market as it hired a new director of eCommerce platforms.
Is social video about to explode with the launch of foldable and 5G?
Foldable screens are no longer a flight of fancy, with Samsung and Huawei both launching foldable phones this year. Add to that the impending arrival of 5G, bringing better capabilities to power these even smarter phones, and the...
A guide to digital communications for cockroaches and unicorns alike
As a long-time fan, I was delighted to see that bakery firm Greggs had recently hit £1bn in revenue. As a brand with ballsy comms, solid stunts and tasty baked goods, the recognition is well-earned. Now, over the course of our years in PR, we’ve come across many a high-growth firm and even represented our first travel service unicorn, Klook, last year.
At the same time, many of our firms are born and bred in the...