The month of May seems to have whizzed past in the blink of an eye. Aside from celebrating a year of running my own business (yey!) there have been some notable social media news stories, here are a few that caught my eye.
Sweden plays host with Air B&B
Air B&B and Visit Sweden have created a clever partnership which aims to promote awareness for both brands. I like this because it is centred on a brand truth, at the heart of the partnership is the ‘Allemansrätten’ principle, a protected law that says people are free to roam, so you have the right to walk, cycle, run, ski, camp on any Swedish land. Air B&B are looking to promote travel experiences and Sweden wants to promote itself as a destination – so this seems to be a win win partnership for all.
Barclays skips to success
A skippable ad is not the likeliest of candidates for making the headlines but what makes the Barclays skippable ad great is that it is based on behaviour. The creative team (The Martin Agency) based the ad on the fact that people tend to skip (I certainly do). So they have turned this behaviour into a virtue, and then added a layer of simple but effective Heath Robinson vs Wallace and Gromit mechanics into the mix which means you don’t skip the ad. Clever huh? You can read more here on The Drum.
The Royal Society for Public Health and the young Health Movement published a report, #statusofmind looking at the positive and negative impacts of social media on young people. Youtube topped the list from a positive point of view with Instagram and Snap identified as being most detrimental to health & wellbeing. The purpose of the report was to get action from governments, social platforms and policy makers to promote the positive impacts social media can have while limiting the negative effects. You can download the report here and it makes interesting reading. I have done some work in the area of advising parents and young people on how to manage social media and it is a hot topic.
Yesterday I had the delight of being a PechaKucha guinea pig for a brilliant new networking event organised by PPC experts My Mustard (mantra ‘A little bit goes a long way’, get it??!). For those who, like me until a week ago had not come across the concept of Pecha Kucha, a Japanese way of presenting which means you get the grand total of 6 minutes to present 20 slides. The idea is you have to focus and your audience stays with you. It was great fun and I would recommend to anyone who is asked to present in this style to have a go. I went through some of the basics of social media, rapidly! The slides are below and if you would like any further advice on social media please do get in touch!
How did it get to be March already?! We may only be two days into the month but here is a round up of some social media news & campaigns that have caught my eye over the past few days.
Tap, tap, tap. Clap, clap, clap. Whiz from Hermès
This video caught my eye as I whizzed through my newsfeed. I liked it, simple, fun, how can you not like lots of dancing shoes? The content has had 287k views, not bad (depending on the level of media spend of course). I checked their other social channels, not much sign of the campaign, a missed opportunity I mused. Then I clicked through to the site, where I found a similar piece of content but very little information about any of the products or a simple journey to encourage me to shop. So if the objective was to use quality fun content to raise brand awareness tick, but I would be interested to see the conversion.
Twitter gets personal
New to Twitter you can now add a personal picture from your customer service team when conversing with customers via DM. Custom profiles is currently in beta and first to use the feature is T mobile through their @TMobileHelp account where you see a the picture and name of the agent who is dealing with your query. Personalising the social customer service experience can only be a good thing and could be very useful to sectors such as retail & travel where brand loyalty is critical.
No emoji for that?
Well there might be soon as Facebook is about to roll out another 1620 new emojis, bringing the total available to over 2000 on the platform. The update applies to desktop only but is further evidence of the importance of visual content in modern communications, thumbs up to that.
I noticed a new feature on Facebook posts recently which should boost social selling, there is now the option to add a product button to your posts where you can highlight specific products featured in your content. Great for retailers, and hopefully making customer journeys more seamless too.
Chatbots were something we were keen to trial at John Lewis when I was managing the social media team there until last year, so I was pleased to see they are running a trial with The John Lewis Valentines Day Gift Finder. I had a go of course and it worked like a dream, giving me a quick and easy journey to suggested gifts then linking through to the site to shop. even when I was not sure I had the right suggestion I was given the option of contacting customer service. A nice example of where a chatbot can give an added value customer experience.
UPDATE – the day after I wrote this I got a notification through Messenger from the JL Valentines Gift Guide asking me if I was still looking for a gift – an even nicer touch – I just hope I now don’t get stalked!
I spotted a campaign from Bronx Zoo yesterday which caught my attention. Back by what seems to be popular demand, you can name one of the resident Bronx Zoo Madagascar hissing roaches in honour of your ex. For a $10 donation you get a digital naming certificate, for $35 or $50 you can add a toy or chocolates. Judging by the fact that several of the donation options are ‘sold out’ a video about the campaign on the Cosmopolitan Facebook page has had almost 242k views there is an appeal for naming a roach after your ex. This works I think because, its seasonal, fun, shareable and based on some sort of truth/insight
Working with vloggers, bloggers and other influencers is no longer a new social media tactic but for those new to the idea here are some tips for how to make things work for you.
Match your influencers to your customers
This might sound obvious but making sure your influencers are right for your (and their) brand, objectives and audience is important. Ideally the partnership should fit and not feel forced.
The whole point of working with influencers is that they have authentic tone and content which their followers love – so don’t try and change this.
Work on relationships
Building relationships with customers and influencers is important – this is Public Relations in the digital age. Building a community through relationships is time consuming and resource heavy but tends to pay off in the long term, especially for brands who have high customer service expectations.
Be aware of the regulations
There are guidelines in place for influencers and brands alike thanks to the ASA and CAP code, for example, you don’t necessarily have to be paying an influencer to be seen as running advertising, the degree of editorial control is also important.
Set up guidelines
A set of guidelines outlining how you work with influencers might be a good idea as it will align teams, especially in larger organisations where there could be multiple interested parties.
The world of digital gets ever more complex as we aim to simplify customer journeys and each day brings a wealth of news which stretches across device, channel and technology. Now Mailchimp has joined up with Facebook to enable Facebook ad management through its platform. Joining the world of eCRM and social closer together is becoming increasingly possible thanks to advances like this and something I expect will become more ‘Business as Usual’ in the future. The advantages of using data across channels will bring advantages of targeting and finding look a like audiences.
Here are some thoughts on how to make this work for you…
Be clear on your objectives – how will bringing the channels closer together help your customers and achieve your targets?
Think about flight control so that customers are not being bombarded across or within channels.
Check your marketing permissions to make sure you can contact customers across channels
Align your stakeholders, making sure legal, data, brand and online teams are aware of your plans
Test, test, test, some customers might prefer social, some might prefer email – understanding this & segmenting your customers based on preferences will improve KPI’s and reduce potential complaints
Ensure you have social monitoring/customer service in place so that any questions & comments can be managed quickly
Find out more about this collaboration here. For advice on social marketing please contact me
This campaign caught my eye in January, and that is exactly what it is aiming to do; drive awareness of the need to recognise the symptoms of breast cancer. The visual of lemons in an egg box to educate people on the symptoms of breast cancer is the creation of designer Corrine Beaumont who lost both grandmothers to breast cancer. #knowyourlemons is run by her charity, Breast Cancer Worldwide and has three aims; 1. Literacy, education of the symptoms of breast cancer is often text based whereas #knowyourlemons uses visuals to help people know what to look for. 2. Taboo, finding a way to get over the taboo of body image. 3. Fear, helping people overcome their fear of the subject.
Why I like this campaign…
Creative – the use of a fun visual image to communicate a message means little language is required – powerful in a global campaign.
Emotive – the subject is a global issue, and an opportunity for people to share their stories (shared over 30k times on Facebook since January).
Positive – yellow is one of the most powerful colours, its eye catching when scrolling through a newsfeed.
What does the world of social media hold for us in 2017? There are a few things that are likely to continue from 2016; the pace of change, the growth of Snap, the increasing amount of media spend moving into online etc, etc. Below are a few thoughts on what other developments we might see from social media in 2017.
Specialism in social skills
As social becomes increasingly sophisticated there is likely to be a growth in specific social skillsets. This is a trend which started a few years ago as advertising became vital to success and resulted in social ‘media’ specialists. I suspect we may soon see an increasing level of social skills, for example, social content, social analytics and social advertising roles. However, only the bigger brands will need/justify this level of sophistication and therefore perhaps agencies will have to provide some of the heavy lifting in resource.
Influencer marketing has proven to be a huge trend over the last few years, in 2017 I would expect to see more ‘micro’ or smaller influencers becoming part of the strategies of some brands who are seeking value for money.
The gap widens
Linked to point one, as social continues to develop it may become a reality that bigger brands, those with the infrastructure, budgets and resource are the ones that capitalise on channel sophistication and smaller companies find it harder to prove the value of social. However, social continues to play a major channel for protecting & promoting brand reputation as well as driving awareness (budget depending) and therefore it can’t easily be ignored.
Technology & data
The joining of data is likely to be a theme across online marketing in 2017, with more companies investigating joining customer journeys through technology such as Data Management Platforms. The linking and use of social data to understand and influence customer decisions is in many cases relatively new and therefore an area for opportunity this year.
To discuss your social media needs please email Rackel.Kerr@rksocialcomms.co.uk