July 3, 2015
Social Insights Drive ROI
Our challenge: A global hotel chain wants to run a social campaign to highlight their fabulous newly decorated rooms. Traditional digital marketing routes have not yielded results, so they need to think outside the box and figure out how to reach their audience in a new and innovative way.
The Target audience: Young professionals who enjoy short-haul travel.
Our solution: Using specialist insight technology to discover their audience’s passions, the data reveals that this target audience is predisposed to Michael Palin and “trying interesting foods”. Two seemingly random insights…but a post with a Michael Palin quote, superimposed over tempting images of regional dishes, accompanied by a link to book a hotel room, drives significantly more action than a generic post focused on booking hotels.
Our Results: Dramatically increased audience size by over 400% + lower cost per action by 250% = greater sales & happy marketers.
The most effective way of hyper-targeting through social advertising is becoming increasingly dependent upon using AUDIENCE INSIGHTS to:
>Connect with a fan’s emotional side
>Understand an audience’s motivations and drives toward purchasing
>Engage with the audience’s wider interests to spark a connection
>Break through the hyper capacious noise of internet traffic and create meaningful associations
We are proud to use our Social Insight Engine to achieve these goals, a next generation social insight tool which has been developed to give marketers access to audience insights not previously available. This allows them to accelerate beyond their competition into new, exciting realms of marketing.
March 4, 2015
The relevance score is valuable towards further identifying the strength of your ad campaigns. It is important to note, it will not only affect the cost of your ads, but will also affect the visibility of your ads. (See here for Facebook’s announcement on the relevance score.)
Facebook places high importance on relevance, in order to track what will be shown in an individual’s newsfeed. In essence, obtaining a high relevance score will decrease your costs; the more successful your ad in terms of targeting and engagement, the lower the delivery costs. On the flipside, if your ads are ineffective, expect to pay more for them.
It is calculated based on feedback, including both positive and negative feedback. For example, if you obtain a high number of video views, that could contribute to an increased score. If people hid your page in response to your ad, that could contribute to a decreased score.
This is what the relevance score looks like (score is between 1 -10)
How can you use this to your advantage?
1) It can lower the cost of your ads – the higher your ad’s relevance score, the lower the cost of the ad. (This is not a direct correlation as other factors are also considered with regards to costing ads.)
2) It can be used as a testing mechanism for efficacy and efficiency of ads.
3) It can help modify campaigns that are struggling or are not achieving at the expected level.
4) It can be used as another reporting figure for success rates and learnings.
Keep in mind, the relevance score has been designed and introduced by Facebook. Achieving your campaign objectives should remain your key indicators of success, and the relevance score is simply another tool to add to your tool box.
February 6, 2015
A new report by Shareaholic this week highlighted the following: Social media has become the number one driver of ALL website referral traffic. In 2014, the figures rose from 22.71% to 31.24%, a massive increase over this time period.
This is a significant opportunity to consider; although this growth may not be sustainable, it is definitely something for businesses to focus their marketing campaigns on now.
Which channel is the biggest referrer? Unsurprisingly, Facebook is still tops by a wide margin (24.63% in December 2014 vs. next best channel Pinterest at 5.06%). Despite the challenges of decreasing reach resulting in increasing media spend and younger audiences leaving etc., Facebook remains the channel of choice to get the word out about your business. Not to mention, social media traffic referrals grew by 59.58% in this same time period.
What does this mean for marketers? If social media is now the number one referral method where both good and bad feedback can go viral, your business needs to ensure the following is in order:
• Customer satisfaction – expectations of service are high and fans are now posting their grievances on social media pages. If your business is not able to deal with criticism and complaints effectively, it will ultimately affect your sales negatively.
• Moderation – social media trolls are active and can be vicious. Moderation is key towards managing press and ensuring negativity is dealt with appropriately.
• Quick response times – customers are online 24 hours a day. If they can’t reach you immediately, they will move on quickly to the next best seller.
• Community growth – engagement is key towards building your brand, and will contribute to healthy sales. An engaged community will lead to strong brand awareness, driving clicks to your website.
A focused social media strategy will ensure your website will be seen, ultimately leading to increased sales and return on investment
January 23, 2015
“It wasn’t like that in my day….”
“When I was your age…”
These idioms are now applying to social media too. Channels are changing quicker than we can take a selfie. The younger generation is continuously finding new ways of communicating and moving on from previous popular sites whilst the older generation is started to get socially active more than ever before.
An American report entitled “Social Media Update 2014” (see link here) concluded that whilst Facebook remains the most popular social networking site, others are growing at a higher rate. What does all of this data mean? What are the current trends?
Let’s look at social media by age group:
Users of social media are bound by terms and conditions and age restrictions. The youngest user of Facebook is required to be at least 13 years old before they can create an account (and older in some jurisdictions) and Twitter restrictions clearly states that the site is for users over 13. Do these age limitations stop the youngest users from interacting on social media? This guide on how young kids should be in order to join Instagram is viewed over 400 times a day, so this is clearly on the minds of parents and tweens. We shouldn’t assume that all youngsters follow the guidelines and avoid social media; rather the opposite.
An article in the Telegraph (see here) found that “Teenagers are moving away from ‘traditional’ social networking sites like Facebook and Twitter in favour of mobile messaging apps like WhatsApp and WeChat.” It would seem that teenagers want something instant and immediate, and don’t have time for Facebook which may now be seen as ‘uncool’. Whilst the jury is not out as to whether teens have abandoned Facebook and Twitter, the trend seems to be moving towards this age group using other apps as well. A common sense media article highlights the sites that teens are most likely to use.
For this group, it’s all about the photos.
Instagram is now more popular than Twitter (source), and this age group is partly responsible. According to the report mentioned above, half of online adults aged 18-29 used Instagram, and more than half use it every day. However, as Business Insider pointed out, Facebook can’t be ignored and is still the most popular social network with 58% of all age groups saying they have a personal profile page.
30-49 year olds
According to Pew Research Internet Project (see here) for adults age 30-49, a whopping 82% of them use social networking sites. This is only marginally less than 18-29 year olds, of which 89% use social networking sites. However, it is important to note that this is the only age group in the Social Media Update report that dropped in Facebook usage – could this mean that as usage is up, maybe this group is looking elsewhere as well?
Although Facebook was originally launched at Harvard for college students, the user demographic has changed and continues to change! By 2014, according to the Social Media Update, more than half of online adults 65 and over are now using Facebook, which is the biggest jump amongst all of the age groups. Online usage of all social networking sites increased but not as significantly as on Facebook.
Interesting trends! Is it worth breaking down the data to see where best to focus your social media marketing in 2015.
December 15, 2014
Facebook Pages are giving marketers additional capabilities on their brands’ pages with a set of new call-to-action buttons.
Call-to-action options, including Book Now, Contact Us, Shop Now & Sign Up, will help brands actualise the value of their communities. A welcome move, especially after the challenge of reduced organic reach that Facebook Communities managers have been faced with.
It is an interesting move that Facebook are placing this call-to-action button in such a prominent position (next to the Like button), encouraging marketers to consider Facebook as the social gateway to their other online activity.
Initially the call-to-action buttons will roll out in the States, followed by the rest of the World.
Facebook have followed the success of call-to-action buttons on other assets including Facebook ads.
Marketers should use the opportunity to test and optimise the new functionality with the curiosity, discipline and critical eye of any good eCRM social media professional.
Facebook CEO Mark Zuckerberg has long talked about offering more action orientated options communities. We expect more action-orientated buttons to follow later on in 2015
November 19, 2012
Mark Zuckerberg recently proclaimed at the TechCrunch Disrupt conference that he believed that Facebook’s future lay with mobile devices: “We think we’ll make a lot more money than on desktop”. With click-through rates already 14 times higher on mobile devices this news is hardly unexpected. Zuckerberg admitted past mistakes Facebook had made with mobile apps for multiple devices; yet asserted that his company had learned from these mistakes and Facebook is “now a mobile company.”
With more than half of Facebook users already using mobile devices to access their accounts (including Facebook’s CEO himself), this is a key area for development. It is critical for Facebook to get mobile technology right if they want to secure their success and the loyalty of their investors.
So what should we expect for Facebook in 2013? There have been a number of rumours circulating that Facebook is looking to create its own mobile devices, however Zuckerberg has firmly denied this rumour. We believe that mobile advertising will become increasingly better targeted towards individual users, as Facebook collects more information about users through engagement. What is clear is that Facebook will continue to push new features for brands to drive revenue through mobile ads and that we will see an increase in commercial activity. With Zuckerberg claiming that Facebook is “just getting started” at agency:2 we are eagerly monitoring and responding to each new development.
http://www.sfgate.com/news/article/Zuckerberg-Facebook-future-is-mobile-3858141.php [accessed 12/11/2012].
http://allthingsd.com/20120810/facebooks-future-in-mobile-advertising-its-all-about-wi-fi/ [accessed 12/11/2012].
http://www.sfgate.com/news/article/Zuckerberg-Facebook-future-is-mobile-3858141.php [accessed 12/11/2012].
http://allthingsd.com/20120810/facebooks-future-in-mobile-advertising-its-all-about-wi-fi/ [accessed 12/11/2012].
April 12, 2012
The London Games begin in just over 100 days’ time involving many thousands of spectators, participants and sponsors:- the physical architecture is more or less in place, the infrastructure pretty much on track, the athletes are reaching the apex of their training, games volunteers have been recruited, and trade in tickets, travel and accommodation is ramping up.
Heralded as the ‘Social Games’ (following on from the ‘twinter olympics’ in Vancouver 2010) the challenge for one of the most tightly-protected super brands is to nourish authentic social engagement around what is arguably the biggest show on earth. A snapshot of the twittersphere shows that push marketing is in evidence: – the obvious messages are getting traction [who IS coming down to the CocaCola Olympics Gig in Hyde Park]; along with issues that reflect the UK national news agenda [anti -cuts 'street parties' to rival Queen's Diamond Jubilee and Olympics?]; and the troubled global backdrop [somali Selectors worry will people they choose now still be alive come July?].
The learning from recent Games is that the three ‘Cs’ – conversation, collaboration and community – that underwrite successful social campaigns can be achieved with planning, structure and insight. Not all of which is yet in evidence in official Olympic channels.
By Rachel Moses
December 9, 2011
Back in March 2011 we reported on a significant day in the history of digital and social media marketing and advertising. When the ASA’s (Advertising Standards Authority) remit was extended to cover all brand owned websites, their social media pages as well as video and mobile campaigns.
The changes to the Cap Code meant the ASA had the power to regulate all online and mobile marketing communications and ensure compliance with the Code of Advertising, Sales Promotion and Direct Marketing (The CAP Code). This covers all businesses, regardless of size, and extends to other non-paid-for space online under your business’ control (e.g. messages you post on social networking platforms such as Twitter and Facebook).
This Code also extended to cover not just what the brands themselves posted but also rules on how brands should not retweet messages or Like comments on Facebook that a user has written which are incorrect as they will still be liable based on them endorsing the content.
The intention was to make all online communications more transparent and ensure people reading online content are receiving honest and truthful messages. However, since the laws have been implemented brands have still unintentionally broken the law within social media, and the IAB has had to launch guidelines to help brands comply with consumer protection law around the payment for content to promote products within a social media environment.
Recently Saville Home Management was found to have Tweeted misleading and unsubstantiated claims on the Twitter feed of cmRENT estate agents that “cmRENT have 93 Rental properties available” and “cmRENT have 105 Rental properties available”. They were reprimanded by ASA and the offending tweets were removed.
It is clear that brands need to be more mindful of the laws that have been put in place and agencies need to be offering their clients greater guidance as to what is and isn’t allowed as part of the Cap Code. At agency:2, as one of the Founders of the DMA, we have constantly adhered to strict ethical guidelines. We are proud of always working ethically and legally for the good of our clients – brands must be increasingly aware that whatever they post on social platforms must be transparent and clear.
December 1, 2011
At it’s first-ever U.S. press conference yesterday, Spotify unveiled their new app platform, which they hope will be the next big step in social music.
The platform allows third-party developers to use the streaming service’s music library and community to create personalised and tailored services for their users. Initially the Spotify Platform is only launching with a dozen apps but more are expected to appear shortly.
Spotify have so far confirmed they have partnered with the likes of Rolling Stone, Last.fm, Billboard, Songkick and The Guardian, as the online music service aims to build on its current offering and enhance the user experience.
An app launching its own app platform is a fascinating move and also an exciting one – it should allow companies and services to use Spotify in new and inventive ways.
For music publications such as Rolling Stone and Billboard, apps offer a way to allow users to read a review while silmultaneously listening to the album. However there are even more exciting and compelling ways that services can use Spotify. Let’s take the example of the Last.fm app within Spotify.
Last.fm is the world’s largest online music catalogue, powered by your scrobble. Spotify has long allowed users to integrate their Spotify listening to their Last.fm accounts. Now, the integration is bolstered with customised playlists. The new Last.fm app allows users to generate related song playlists based on the track they are currently listening to – by clicking “Similar Tracks Playlist,” Last.fm will generate a playlist of similar tracks of music available to listen to or subscribe to within Spotify and suggestions for users.
That’s not all – the “Now Playing” section of the Last.fm app allows users to get more information about a track or band.
The future of social music?
Having launched in America, begun its subscription model and formed a partnership with Facebook it has been a busy year for Spotify. These new apps will help to continue to build the brand and add a new and exciting dimension to Spotify’s user experience.
November 29, 2011
The last year has seen the rise of ‘social’ within search. The huge growth of social media, together with search engines now increasingly focussing on providing the best possible user experience, has resulted in a greater prominence being given to social platforms when search engines return results.
Google, Yahoo and Bing now index social comments and use this information to tailor and personalise users’ search results. Google’s ‘+1’ button now has a large impact on page rank, while Bing has partnered with Facebook to display data from the Facebook ‘Like’ button as well as users’ profiles.
One of the most important effects of this shift towards social is the impact content now has on improving your brand’s online visibility. The phrase being constantly repeated is that ‘content is king’.
Brands therefore need to devise a highly effective social media content plan that takes into consideration the importance of search optimisation. This means creating fresh content which is optimised with relevant keywords and encourages people to share, retweet and engage with it across the social web.
Yet, competition is fierce. There are 27 million pieces of online content shared daily and 1 in 5 social media messages include links to content on the web.
So, as a brand, how do you stand out? With SEO success focusing increasingly on a brand’s social presence it is not enough to just ‘have’ content.
Your content needs to provide something unique and valuable to your audience. Ask yourself: does it convey your brand accurately and provide value to your audience?
The aim is to create active content so that your audience are participating and interacting. Onsite this could be encouraging them to comment on posts and rate articles, while offsite you need to maximise the number of social reactions, such as Facebook ‘Likes’ and tweets.
Here are my recommendations on key considerations when creating content:
WHERE you say it
Social media offers a range of tools that will provide unique insights which allow you to understand your audience. It’s vital you use these tools to research, monitor, understand your audience and make sure that you are where your audience are and using the most relevant and effective platforms.
Your social media content plan should reflect this. It also needs to be continuous and flexible as well as multi-channel. Brands must leverage a range of relevant channels. Twitter and Facebook seem the obvious choices but there are several channels that will help boost your SEO – these could include blogs, LinkedIn, Q&As, podcasts as well as virtual events. Also consider creating a presence on video sites, photo sites, social bookmarking sites and review sites. These will all help to boost the amount of ‘high quality’ content you have and boost your search optimisation.
WHAT you have to say
When creating content, think about the user’s online journey – how will they find your content? This is where search engine optimisation is vital. With the rise of social search, investing in original, quality content is essential to your SEO success.
Google itself has stated that their algorithms are aimed at helping users easily find high quality content. The launch this year of Google Panda, a major upgrade of their ranking algorithm, has resulted in what can be seen as a transformation in search optimisation.
Preference is now given to websites that publish high quality, original content on an ongoing basis. There is also a new focus on social mentions so that the more times people retweet, +1, ‘Like’ or share your online content the higher it ranks.
It means that brands must have a strategy in place for creating regular, relevant and optimised new content as well as growing and engaging your presence on social media networks.
Keywords, meta-tags, alt tags, anchor tags, page titles and heading structures all need to be optimised with the keywords that are most relevant for your brand. It is also vital to be aware of what your competitors are doing and what keywords they rank for and bid on. Putting in place an effective content marketing strategy that is fully optimised and continually updated will have a significant effect on your ranking position on search engines.
However, remember that optimisation of your content shouldn’t be to the detriment of the quality of the user experience or how compelling the content is – it needs to be both optimised so that search engines will find it and compelling enough that your audience will read and share it.
HOW OFTEN you say it
It’s often said that the secret to social media is timing. This means that you must schedule your social media activity and make sure you post at the optimum times for your audience.
Brands often ask how frequently they should post on their Facebook Page and when is the best time to post. The answer is that each campaign and brand is different. As a rule of thumb early mornings as the working day commences, lunchtimes and early evenings straight after work provide the most engagement. Facebook’s Insights data provide an invaluable understanding of how often and when your fans are engaging with your content – and help to ensure that you connect with your audience at the optimum times. Posting at these peak times will have an impact on the viralability of your content, with people more likely to connect with it and share it.
When it comes to frequency there is a delicate balance to be found: post too often and, though you will see an immediate increase in impressions, you will also see a loss in fan numbers. Post too infrequently and you will miss out on opportunities to reach your fans. In general, tweeting 1 – 4 times per hour and posting at least once a day on Facebook will provide the best results.
HOW you say it
As a brand you will have a tone of voice that permeates your organisation. When you create a social media content plan you need to consistently communicate this tone of voice across all platforms.
There are several fundamental factors and ideas that you should focus on when creating your content plan: use your brand narrative to tell a story through social channels. And present this story in a fresh and interesting way by using a range of media – videos, polls, photos as well as text.
One of the most important things, and one that many brands often seem to forget, is that social media is about having conversations. Be engaging, start conversations with your audience and build a real community – this will make your audience much more receptive to your brand and more likely to share and comment upon the content that you are posting.
You must use your content to associate your brand with specific topics and segments that are relevant to your brand and will position you as the experts within your field. It must also be entertaining, informative, and deliver some quantifiable value such as exclusive deals or products.
Quality AND quantity
The rise in the importance of social media to search requires brands to devise a content strategy that provides both quality AND quantity. The real time nature of social media means that content has to be posted frequently in order to stay ahead of your competitors. However, if you want to really stand out your content must also be compelling enough for your audience to engage with it.
Creating optimised content that is tailored both for your audience and for search engines will result in conversations, sharing and high visibility on search engines – in other words, social media success for your brand.