Tesco International use viral videos to make an impact at a low cost
At our #DigitalImpact2014 conference a range of brands shared their successes and hiccups on Digital Transformation. One example that stood out for me, and I thought would be interesting to share, is this international marketing campaign.
The marketing challenge for this campaign was that Tesco, although a household name in the UK, is entering new markets with its online grocery delivery service without a good level of awareness. It is looking to raise awareness amongst a younger generation who are using TV less than traditionally. Part of the solution was these humorous, lighthearted Youtube videos, which
This example shows how these videos 'went viral' in Poland. It's a great example of a campaign to show how entertaining and tongue in cheek content can appeal to different cultures. It started off as a low budget trial in Poland, and the videos reached…
Four ways to prove the value of social media to your CMO
So you have ambitious plans for a new social media program that will build brand buzz and drive business impact? There’s just one problem: you need a big budget to match your big dreams. Though social media budgets are projected to double in the next five years, many social media marketers still report feeling underfunded. How can you convince your senior marketing leadership to invest in social?
4 Steps to gaining social media buy-in
These proven tactics can help you prove the value of your social media efforts and win buy-in from your CMO.
Step 1. Prove social media ROI through direct sales. Social media ROI: often talked about, but rarely proven. But if you want your CMO to increase your funding, you’ll need hard numbers that demonstrate your impact on the bottom line. Use your web analytics platform to …
5 tips to avoid drowning in social media
I am fortunate to be working in an agency environment, so I hear stories from various industries and brands related to digital marketing. It keeps me on my toes as it forces constant learning and hones my listening skills! One of the most common trends I hear and read about at the minute is how stressful and overwhelming people and brands are finding the management of "social media". It's my job in those circumstances to help give clients clarity and focus. I thought I would share my 6 tips for ensuring you don't fall into the same trap many others seem to.
I think that in recent years as more people in businesses have become alert to Social Media and even using it themselves it has forced it into the limelight for marketers. CEO's who want to have more likes…
Just head to http://analytics.twitter.com when signed-in
Importance: [rating=4]
Recommended link: Twitter Analytics
Previously Twitter's analytics service has been limited to advertisers, but that changed this week with an announcement via Twitter:
Absolutely thrilled to open up access to http://t.co/wcU6oj9hFM to EVERYONE. Check it out, and let us know what you think!
— Ian Chan (@chanian) August 27, 2014
How to access Twitter analytics?
Just as it says in the title to this article, if you're already signed into Twitter in your browser, if you go to http://analytics.twitter.com. There is no registration process, but a little bizarrely, you just have to access the dashboard URL and you should then see updates. Until then you will just see a blank dashboard:
For more information on what you can see in Twitter's analytics see this post from Twitter introducing the Twitter Analytics dashboard.
Enjoy!
This is…
Changes to how you share photos, clickbait and likegating on Facebook
Importance: [rating=4]
Recommended link: Facebook announcement on algorithm updates
Given the amount of traffic that Facebook drives to sites, any significant changes to Facebook’s algorithm are now big news in the way that Google’s algorithm updates have been for years. So in our alerts we look to update readers on all the major changes made by Facebook. This data on visits prompted by shares of articles via social networks shows that Facebook is far more important for driving visits than other social networks across all sites, although this may be different for B2B sites.
The major change to the Facebook algorithm announced this week has two main parts: a Clickbait filter and a change to processing of links related to status updates. While most commentary on the changes has focused on Clickbait, this…
Google’s use of “rel=author” markup to stop but Google+ posts to continue featuring in search results
Importance: [rating=4]
Recommended link: Google announcement of end of Authorship
Summary of the change
John Mueller of Google Webmaster Tools announced in a personal Google+ post on 28th August that Google will now stop showing authorship results in Google Search, and will no longer be tracking data from content using rel=author markup.
From a Google user point of view this means you will no longer see author images in pictures like this one from a briefing written by Chris Soames in 2012:
In fact, you may have noticed from around a month ago that Google removed the author images. In this new announcement they are taking the next step and removing the author information too.
We’re also alerting you to this since more significantly from an SEO point of view Google has said that they are no…
Why and how marketers must respond to the decline in organic reach
There are many articles talking about the demise of Facebook, articles like this on Forbes discussing the decline of organic rearch. Other research suggests growth in users is strong, albeit from new markets. At the same time, Facebook is demanding that we now ‘pay to play’, no more organic reach - at least not reliably for those cheap contests and product-led posts brands seem to love so much - this is resulting in fellow whining marketers like these guys bemoaning the gifted “free” ride that we’ve had for the last free years. But hasn’t it always been this way, haven’t we had to evolve with this change from Google too as they led the search engine charge that marketers were so keen to follow, a case of déjà vu?
Remember how…
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August 14, 2014
An introduction to measuring and managing online sentiment
Love. Hate. Frustration. Happiness. Security. Excitement. Satisfaction. Desire. Apprehension. Impatience.
Just a small selection of common emotions that we feel pretty much every day, as we go about our lives. Many of these emotions are felt and experienced as we interact with hundreds of brands throughout the day. Perhaps it’s the steaming hot coffee and service of Starbucks in the morning, making you feel satisfied, or the feeling of desire of the latest 7 series BMW, as you take the bus home from work, through to the painfully complicated payment system for something you wish to buy online, leaving you frustrated and angry.
The power of social media channels has created a new world of venting and consumer voice. For example with a Product recall—you can sure there’s more than one blog post about it. And then there is disappointing customer service? A quick mention of the…
A structured approach to implementing a successful social media marketing strategy
A recent survey suggests that 93% of marketers have transitioned to the world of social networking. But this does not mean that we all currently understand its place in our marketing mix, how we should be using it and how to generate an ROI... The shift from one-way outbound messages to real-time dialogue has caught many of us off guard, so much so that 20% of businesses still don't even have a social media strategy in place. In this post I discuss some of the planning decisions we can make to improve management of social media comms. The reason many brands do not utilise social well is that they don’t think about strategy, because we use these tools ourselves to connect with people we immediately think it is easy for brands. Unfortunately…
New report reveals the effectiveness of different Facebook retargeting options
Value/Importance: [rating=3]
Recommended link: Facebook ad research
With the continued decline in organic reach in Facebook, opportunities for brands to get visibility for their brand page status updates is getting severely limited.
According to this Social@Ogilvy report, the organic reach of brands’ posts may soon reach zero, meaning that brands will no longer be able to reach their Facebook fans at zero cost. They recommend advertising as one option, which begs the question of the clickthrough rates and costs of Facebook ads. This new report from Facebook retargeting service AdRoll provides useful data for brands to make the case for investment in Facebook advertising.
The research shows that overall clickthrough rates of both News Feed targeting on desktop and mobile were significantly better than general web retargeting according to the report, with desktop…
