Here are all of the posts tagged ‘content’.
Marketing Magazine recently published this article by me Renting social is good, but owning is even better. They’ve been kind enough to let us reproduce it in full below.
Facebook may have the volume of users, but it also has the controlling power to limit brands’ organic reach – which it is increasingly exercising. Amaury Treguer of We Are Social suggests that creating brand-owned social content hubs could be the answer.
As marketers continue to grapple with the ever-changing nature of social platforms, one thing has become clear: the days of vast organic reach on Facebook and other social channels are over. Social platforms continue to evolve their revenue models based on charging marketers rather than users, so brands have to adapt their strategies to survive.
Organic reach on Facebook is dropping month-on-month. In addition to the changes made by Facebook, the sheer number of brands competing for space on users’ newsfeeds continues to increase, further reducing brands’ exposure to their audiences. Social platforms also continue to change their agendas and strategic direction without warning. For example, Facebook’s shift towards becoming a video platform and the continued monetization of Twitter, Instagram and other networks, effectively leaves marketers to ‘rent’ space on the platforms rather than ‘owning’ it. Brands are also at the mercy of inexplicable social platform algorithms, that even the platforms can’t explain – who knows what’s next?
As a result of the changing social landscape the very definition of what constitutes an ‘owned’ channel has changed. Facebook and Twitter’s increased focus on advertising revenues have pushed them into the ‘paid’ media space, leaving marketers to redefine what ‘owned’ channels look like for their brands.
It’s important brands don’t leave themselves at the mercy of these ever-changing algorithms and shifting strategies. By developing new channels for their content, marketers can leverage their social assets and extend their digital eco-systems with new owned channels. Blogs are not the only option. Brands are increasingly developing content ‘micro-hubs’ housing aggregated content from their social channels. Snickers and Pepsi have both created successful content hubs, where their communities can go to add, discover, and share content.
Micro-hubs are not without their challenges. Driving traffic to the newly created channels is crucial for success. Using paid media such as Google Adwords and the advanced targeting tools of Facebook and Twitter ads are effective for creating awareness. Using social logins (e.g. Facebook, Twitter, Linkedin) can facilitate sharing and conversation, resulting in increased engagement with the community.
Ultimately, it’s not about the social platforms or a brand’s channel ecosystem, but about creating genuine dialogue. The aim of marketers still needs to be on facilitating conversations – between individuals and between brands and their audiences, wherever they happen. Creating ‘owned’ channels is an important part of this process and offers brands an insurance policy against the ever-changing social landscape.
Facebook creates a donate button to encourage users to contribute to the Ebola cause
Facebook has added a ‘Donate Now’ button that appears to users in their news feeds in an attempt to encourage them to contribute and raise money to fight Ebola. As of last Thursday, Facebook users now have a button at the top of their news feed that enables them to choose one of three nonprofit organisations to donate to. The organisations include The International Medical Corps, The American Red Cross and Save The Children. Facebook has additionally partnered with UNICEF to deliver messages in affected regions, ensuring that lines of communication remain open and that current information is shared.
Instagram users can now edit captions
Have you ever posted something to Instagram only to realise shortly after that you have spelt that hashtag or comment incorrectly? Instagram has changed its settings so that users can now go back and fix typos without having to delete and then rewrite the entire post. Users can edit captions by tapping the menu button under the post and selecting ‘edit’. Posts with edited captions will include a note showing that a change has been made. Instagram has also added new recommendations to the app’s ‘Explore’ menu.
Lynx launches Social Club in partnership with Vice
Sydneysiders love a good pop-up and that is exactly why Lynx, in partnership with Vice, will be holding one for two weeks in November. The ‘Social Club’, to be held in Sydney’s Darlinghurst, will attempt to boost the brand’s credibility and shed its long standing association with teenage boys, encouraging men to express their individuality in the process.
This pop-up space will be open for two weeks from the 12th of November and is being hailed as a new meeting point – a mix between a local bar, barber shop and gentlemen’s lounge. There will be special guests, including experts on music, gin, design, hair, scent and styling, on hand to help out even the most clueless of Sydney’s male population!
Together with the Pop-Up, a content series called “coolest guy ever’ will run on Vice, featuring a range of musicians talking about their take on ‘the coolest guy ever’.
Brands go social for Movember
It’s November and the world has been preparing its razor and getting Movember started. Naturally, so have brands. Fancy an example? Good, because you’re getting one.
Digital to overtake TV ad spending
US Digital ad spending will overtake TV in 2016, according to new research by Forrester. By 2019, digital will account for 36% ($103bn) of all ad spending and, as if that wasn’t enough, next year we’ll have hoverboards and automatic dog walkers. Fine, that last bit’s from Back to the Future.
The graph below breaks down the progress within digital itself. Social media’s growth is set to be the strongest, followed by display advertising and search.
Facebook users can set limits on content from brands
Bad news, oversharers – Facebook is clamping down on you lot. The network will now allow users to access a list of how many posts they’ve seen from friends and pages in the last week, and set a limit on anyone that’s posting too much. Brands will have to be careful to ensure high content quality, or else find view quantity slips, too. Facebook produced the below video to explain the changes.
Snapchat planning new ad types and partners
Snapchat is planning to up its ad game. It is reportedly planning to introduce TV-style ads in ‘Our Stories’, allowing brands to either sponsor a whole ‘Our Stories’ or include branded snaps within a collection. That’s not all, either. It’s going to launch a ‘Discover’ tab, where users can find articles, music and video from some pretty big name partners. Now, time for a game of ‘name that logo’:
Subway falls in love with National Sandwich Day
There’s no need to fear loneliness on Valentine’s Day when National Sandwich Day comes just nine months later. At least that’s what @Subway seems to think, as the restaurant chain used #NationalSandwichDay to reply to fans with some romantic, personalised content, in the form of images, gifs and Vines.
— SUBWAY® (@SUBWAY) November 3, 2014
Beats by Dr. Dre and The Beats Pills
The US headphone giants Beats by Dr. Dre – a client in 4 of our global offices, New York, London, Paris and Munich – launched a new campaign: The Beats Pills. Different characters were created to bring the ‘Small but Loud’ credentials of Beats’ portable Pill speaker to life through a group of cheeky and outspoken cartoon figures ready to take on the news, relevant to the Beats audience, delivered with a sharp tone of voice. Across three different European markets, we pulled together a strategy to react to the news agenda and followed up with a robust, localised editorial playbook that would keep the campaign consistent in often wildly differing news environments, giving voice to these small and loud characters, ready to cause a stir.
— Beats By Dre UK (@beatsbydreUK) December 25, 2013
— Beats By Dre UK (@beatsbydreUK) October 31, 2013
Nando’s Australia for “Free Schapelle”
The famous chicken chain recently jumped on a local huge news, the release of Schapelle Corby. Nando’s Australia posted a message on Facebook and Twitter calling on Corby to try the Peri Peri chicken. Someone loves it, someone hates it: what’s your opinion on this? Share your thoughts with us in the comments below.
“Love Same Sex”, says Durex for Mardi Gras
Durex launches a new social media campaign for Mardi Gras sponsorship: “Love Same Sex” aims to highlight and celebrate the years of love and commitment of long-term same-sex relationships in Australia. Durex is encouraging Australians in same-sex relationships to shout about the number of years that they have been in a loving relationship by taking to the Durex Australia Facebook page to pledge their years of commitment and to share it via their own digital channels. Participants will also have the chance to win a place on the inaugural Durex float at the parade on 1st March. Christine Forster, sister of Prime Minister Tony Abbott, and openly gay, has already taken part in the campaign with her partner Virginia Edwards, celebrating 7 years together.
Social posts by friends affect purchase behaviour
Social media really does affect purchasing decisions, according to January 2014 polling by eMarketer. This is true of millennials in particular, with 68% of 18-34 year olds surveyed stating that they were influenced to buy products at least somewhat by their friends’ posts. The same was true of 53% of 35-44 year olds, decreasing with age to 22% of those over 65. The younger group was also most likely to share photos and thoughts of new products and services; just 19% of males aged 18-34 said they never did so, and 18% of females – much lower than the gender averages across all age groups: 39% and 34% respectively. Facebook outdoing Google for referrals? Facebook is hugely outdoing Google for referrals to the Buzzfeed network, and had been doing so for all of 2013. The graph below depicts the data explaining sources of traffic to the network’s 200 odd websites. That’s a pretty big sample size and, even if it isn’t indicative of an internet-wide trend, it’s certainly an interesting area to watch.
Facebook celebrates turning ten
Last week saw the tenth anniversary of Facebook’s founding, a milestone that the network celebrated with, among other things, an open letter from Mark Zuckerberg, personalised ‘Lookback’ videos at users’ time on the network and a film, shown below.
The birthday saw the production of a lot of literature about Facebook’s past and future, including a number of pieces by We Are Social. In Marketing, Tom Ollerton discussed what Facebook might look like in ten years, referencing the rise of emotion, increased competition and the network’s ability to purchase competitors. Meanwhile, Andy Spry spoke to the Drum about Facebook’s evolution into a mobile network, while Laura Muldoon looked back on what’s happened in the last ten years.
Twitter releases redesign
Twitter showed off a whole new design last week, with changes including a new colour scheme and font. Here’s a screenshot of what it looks like now:
Twitter’s Q4 results lead to drop in share price
Twitter’s share price dropped by 18% after the release of its Q4 results, which saw monthly active users rise by just 3.8%. We Are Social’s own Leila Thabet discussed the news with Marketing, attributing future success to Twitter’s development as a second screen platform:
But despite owning the ‘second screen’ space, Twitter hasn’t yet been able to monetise its products to anywhere near the extent of Google and Facebook. At issue is Twitter’s lack of an algorithm to determine relevant content, which means it has to show all tweets a person publishes, to all of their followers. This creates a crowded and time-sensitive newsfeed, and promoted tweets can add to the confusion.
Twitter, however, displayed a positive outlook, citing the 30% year-on-year increase in MAUs and 121% jump in ad revenue over the same period.
YouTube getting tougher on fake views
Google is planning to clamp down on ‘fake’ YouTube views, with brands currently able to buy 60,000 fake views (and the accompanying perceived popularity) for just $50. Philipp Pfeiffenberger, software engineer at YouTube, is quoted as saying:
YouTube isn’t just a place for videos, it’s a place for meaningful human interaction. Whether it’s views, likes, or comments, these interactions both represent and inform how creators connect with their audience. That’s why we take the accuracy of these interactions very seriously. When some bad actors try to game the system by artificially inflating view counts, they’re not just misleading fans about the popularity of a video, they’re undermining one of YouTube’s most important and unique qualities.
Microsoft invests in Foursquare
Microsoft has invested $15m in location-based mobile app Foursquare, after rumours last year of a potential purchase. The move comes at a time of change in Microsoft’s senior personnel, and is seen as the two companies growing closer, with potential consequences on the evolution of Foursquare into a more immersive platform. Reactive brands during the Superbowl Last year’s Superbowl saw the birth of the ‘Oreo Moment’, a term now used to describe any brand successfully reacting to a current event. It’s no surprise, then, that other brands had social media war rooms ready to respond to whatever might happen during the game. Jaguar used their ‘Villains’ Lair’ to defend their promoted hashtag #goodtobebad against attempted hijacking by the likes of Lexus, Esurance and Audi, while Hyundai forwent attempting to replicate Oreo’s reactivity, instead focussing on interactions with other brands and users. Dreft, Kevin Jonas and a sponsored baby birth Singer Kevin Jonas is having the upcoming birth of his child sponsored by detergent maker Dreft, allowing the brand exclusive access to content to share on Twitter. It’s something that celebrities have been doing with gossip magazines for quite some time – no doubt we’ll see more collaborations like this in future.
evian loves you like…
We Are Social has launched evian’s #ILoveYouLike campaign for Valentine’s Day, responding to users who use the hashtag like below. Running across Twitter, Facebook, Instagram and Pinterest, there is also a competition element, with users encouraged to complete the sentence “I love you like…” for a chance to win.
TGI Fridays say #thankswingman
TGI Fridays is looking to build up its Twitter following this Valentine’s Day by paying homage to all the wingmen out there. The first 500 users to follow @tgifridays and tweet #thankswingman will receive a $15 gift card towards a plate of chicken wings, which may or may not be an excellent date idea.
Domino’s Twitter Meltdown
Domino’s Pizza last week ran a Twitter competition, asking users to tweet using the hashtag #DominosMeltdown. For everyone who did, the heat got turned up on a delivery man made out of ice; whoever’s tweet made the pizza finally fall won a year’s supply of their own. That’s a year’s supply of pizza, not delivery men made out of ice.
AirBnB helps out with #SochiProblems
As you may have seen, the accommodation at the Winter Olympics leaves a lot to be desired. The hashtag #SochiProblems has taken off, which AirBnB has managed to turn to its advantage, tweeting at users with better places to stay.
Marketing Magazine recently published an article by me on using tragedy as content. They’ve been kind enough to let us reproduce it in full below:
12 years ago, two planes were hijacked and flown into the World Trade Centre in New York, collapsing both towers.
A plane was also crashed into the Pentagon, and a fourth hijacked plane, supposedly heading for the White House, was brought down before it reached its target. 2996 people died.
The date was September 11, 2001. I’m sure you haven’t forgotten.
Nor have you forgotten those who died in the subsequent bombings in Bali. Nor the events in London on July 7, 2005. You will clearly remember the horrific tsunami that struck the Indian Ocean in 2004, and Hurricane Katrina, which decimated New Orleans, also in 2005.
Closer to home, you will no doubt remember the date of the Port Arthur Massacre in which 35 people died and 23 were injured. The annual flooding in Queensland and the bush fires that afflict much of the country in the hotter months – both claiming property, livelihoods and lives each year – will be fresh in your memory.
It probably hasn’t escaped your attention that next year, 2014, is the centenary of the outbreak of World War One – The Great War – a war that claimed over 37 million lives.
These are tragedies and disasters that affect us all, both personally and on a wider cultural scale. These are times to commemorate and reflect, commiserate and mourn.
However you choose to remember or forget such events, let us be clear on this: tragedies and disasters are not marketing opportunities.
Last week in the US, brands as large as GE and Verizon sent out reminders to ‘honour the memory of those we lost’ using the hashtag #neverforget, which many Tweeps were using to commemorate the 9/11 attacks.
Businesses as diverse as golf courses, plumbers, restaurants, sports nutritionists and tanning salons used 9/11 to give out discounts on their products.
‘Remembering the fallen heroes’ claimed one tweet, right before peddling their wares on the trending hashtag.
Much has been written before about how brands on social media are not friends with their customers, but it’s a point worth re-iterating, because brands need to understand their place – you are not people.
When a person likes or follows your brand they are giving you permission to talk to them. You are being invited into their newsfeed and their timeline along with their friends and family, but you are not one of them. You do not have permission to cross that line.
That line applies to topics such as sex, religion and politics – as it would when conversing with any customer – and it also applies to tragedies and disasters.
While social media has changed the way brands communicate with their customers, it has not changed the fundamental brand/customer relationship. You are still the brand. They are still the customer. The reason you are on social media is to sell things.
Never forget that.
The topics you have permission to talk about should be outlined in your social content strategy. They should be things that are valuable to your customer, and relevant to both your customer’s interests and to your brand.
When there is cause for national celebration, you may find some room in your content to reference it in a valuable, relevant way. But there is no valuable, relevant way to talk about tragedy.
I’ve said before that your social content strategy is as much about what you choose not to post, because everything you say as a brand on social media is marketing. Every post or tweet is branded content. You can’t brand grief.
Where I grew up, in the UK, tragedies were marked by an act of collective silence. At times like these staying silent will say more about your grief, and will sound a lot more sincere, than saying anything at all.
Marketing Magazine recently published an article by me on social content strategy. They’ve been kind enough to let us reproduce it in full below:
In 2013, brands are posting an average of 36 times per month on Facebook. Over a year that adds up to 432 posts. That’s a lot of content.
With the average Facebook user liking 40 pages each, they’re now seeing a whopping 1440 updates every month. A solid social strategy will help you jump out of the murky newsfeed pond, but strategy is only half the battle. What we really need to talk about is quality.
It’s hard to maintain consistency in your content when you’re producing it at scale, especially with limited resources. But quantity shouldn’t mean a sacrifice in quality.
Here are six questions to ask yourself before you post anything on social platforms:
Why am I posting this?
Your social strategy needs to start with why and repeat on loop ad infinitum. If you’re not constantly asking why, you need to drink more coffee and develop some anxieties. Same goes for your content.
Social content is not an afterthought. It is not filler. It isn’t a box to tick. Posting content because it’s funny or because you have to post something isn’t good enough. Neither is posting because the CEO asked you to, or because it got a lot of engagement when ‘Brand Y’ did it.
The answer you’re looking for is this: ‘because it is relevant to the community and provides value.’
And by value I don’t mean it saves them money. I’m talking about entertainment, information, advice. Value is what makes your content special. Value is what makes content shareable. Value is a customer insight, not a brand insight, and it’s the reason people want to engage with you on social platforms.
If you just do the same thing as everyone else, then you aren’t providing any value at all. If your content isn’t valuable and relevant, post something else. Better yet, don’t post anything. Go back to the drawing board and ask why you’re on social platforms in the first place.
Who is it for?
Your community is not your customers. Sure, your customers are in there, coiled in anticipation for the chance to click on a link to your latest product, but they aren’t going to do that unless your content speaks to them directly.
A consistent tone of voice will help. Your brand on social should sound like your brand everywhere else. Hopefully it sounds like someone your customers want to talk to. If not, fix that first, then come back. The post can wait.
It’s no good developing a fun, irreverent tone in order to ‘talk to the kids’ if your brand doesn’t always talk like that and your customers aren’t those same kids. It’s also no good being too sales-focused. You need to talk to your community, not at them. Think about the way your customers speak, think about the dialect and jargon specific to your location or industry. Make the content speak to your target audience. Rewrite or redesign until you get it right. Review and optimise your tone and style regularly.
You’ll reach more people talking to the right people than trying to reach more people by talking to everyone.
What do I want to achieve?
Most social content is confused. The call to action isn’t clear and it fails by trying to do too much.
Recently I saw this update: ‘How was your weekend? What are you going to do today?’
Two questions, two calls to action, low engagement. The questions cancel each other out. This should have been two separate posts, if it was the right thing to post in the first place. Remembering to put one call to action per post will save your engagement rate along with your blushes.
The type of update you post also affects engagement. Take Facebook for example. If you’re asking a question, then the goal of the post is comments. A simple status update will generate more comments than an image, but an image will generate more shares. So if you’re looking for amplification, post an image.
Everything you post should want to achieve something. If it doesn’t, then don’t post.
When am I posting this?
When you schedule a TV ad, chances are you try and do it at a time when your target audience are sitting down in front of the TV. Your social content strategy needs to take time into account also.
When are your audience online? When are they on Facebook? Check the data, find out. The days of ‘this has to go on out immediately’ should be well in the past. Your audience dictates when you post.
The half-life of a tweet is seven minutes. Depending on your engagement, the half-life of a Facebook post averages at around two hours (much less if you post poor content). Post at the wrong time and you’ll turn an urgent message into an unread one.
Where am I posting this?
A tweet has room for 140 of your finest characters. A Facebook status however, has room for 63,206 characters. That’s around 10,000 words, depending on the words.
Should you post a 10,000 word status update? Probably not.
The point is this: not all content works on all platforms, not all platforms engage with content in the same way, and each platform is home to a different community.
On Tumblr, 60% of all reflags are images, and using animated GIFs will ensure you get more of those reblogs. On Instagram, emotive images get more likes. On Pinterest, adding a price to your image leads to more click-throughs.
Each platform you choose to operate in needs its own content strategy. If the piece of content you want to post isn’t right for a particular platform, don’t post it there.
The platform-specific optimisations are many and minute, but it’s these one-percents that will give your content an extra boost, not a blanket of platform-agnostic mediocrity.
How else can I say this?
Ernest Hemingway once said, ‘The first draft of anything is shit’. He probably wasn’t talking about Facebook posts, but still. Too many updates are written once and posted first time.
The first thing you write might be adequate, but if adequate isn’t good enough for your product design, for your television ads or your customer service, then adequate shouldn’t be good enough for your social content.
Adequate is a failure. Be better.
Good copy is as little copy as possible. Can you say it in fewer words? Can you say it visually?
Think about your own news feed. What do you like to see? What would you click on?
Rewrite, rewrite, rewrite. And when you’re done, write it again.
Once you’ve asked yourself these six questions, you should be confident that you’ve got a solid, valuable piece of social content on your hands.
But there is a final variable in the social content equation that is just as important: you.
If you wouldn’t read it, if you wouldn’t comment or share or click, don’t post it.
Your community won’t tolerate bad content. You shouldn’t either.