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Wednesday, March 7th, 2012
Baker Krispy Kreme UK is set to launch a new social media marketing campaign aimed at encouraging consumers to purchase a box of a dozen doughnuts to share in the workplace, according to an article published by The Drum.
Operated by Addiction, the campaign will take the form of a competition that will run on both Facebook and Twitter.
To enter the competition, users must tweet or post their favourite examples of triumphs or disasters that have occurred in their workplace; twelve people who provide the best examples will be rewarded with a box containing a dozen doughnuts to share with their work colleagues.
Judith Denby, chief marketing officer at Krispy Kreme UK, spoke about the upcoming campaign.
She said: “We’re delighted with the success of Addiction’s campaigns to date, as they have enabled us to extend the brand communications regionally as well as across different channels, resulting in a healthy uplift in sales and brand saliency with customers.”
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Tags: competition, Contest, dozen box, facebook, Krispy Kreme UK, Social Media, twitter
Posted in Social Media Marketing
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Friday, March 2nd, 2012
Bulmers cider has capitalised on the launch of Timeline for brands on Facebook, by using the new layout to promote its 125 year history, according to an article published by The Drum.
The brand and social media agency, We Are Social, have utilised the Timeline feature of the new layout to upload newly digitised photographs, display adverts and archived video footage to document its history – which dates back to 1887.
Bulmers rapid embrace of the new feature indicates Facebook Timeline changes for businesses could be set to make the site even more popular with social media marketing professionals.
Brand manager at Bulmers, Douglas Cook, spoke about this latest Facebook initiative.
He said: “We’ve always been proud of our history and roots, and conveying our heritage is an important task for us this year, so when We Are Social suggested we use Facebook’s Timeline functionality, we saw this as the perfect opportunity to showcase our journey from 19th to 21st century.
“We Are Social have done a great job in bringing the story of Bulmers to life – the digitised materials really illustrate how we’ve progressed as a company since 1877. Hopefully our fans will enjoy following the journey of Bulmers since inception to date,” Cook added.
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Tags: Bulmers cider, facebook, Facebook Timeline, Social Media, Timeline
Posted in Social Media Marketing
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Thursday, March 1st, 2012
Supermarket chain, Tesco, has announced the launch of a social media marketing campaign to promote a virtual 3D fitting room on its clothing website, according to an article published by The Drum.
Created by fashion technology firm, Metail, the new feature will allow users to upload an image of themselves and get a look at how clothes from Tesco’s F&F range would look on them.
Facebook users will be able to upload the images – generated by the 3D fitting room – to the Clothing at Tesco page. The images will then be voted on by friends and other fans; each day, one person will be given a voucher worth £50 to help them create their desired look.
Emily Shamma, director of Tesco online clothing, spoke about the potential of the 3D fitting room.
She said: “The huge potential of Metail’s virtual fitting room app struck us immediately. There has been technology like this before, but nothing of this standard.”
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Tags: Clothing at Tesco, F&F, facebook, fashion, Metail, Social Media, Tesco, The Drum
Posted in Social Media Marketing
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Thursday, March 1st, 2012
Facebook has launched Timeline for brands at a marketing conference, taking place in New York, according to an article published by The Drum.
Fashion house, Burberry, plus Dove, Manchester United and the Olympics are amongst the first UK brands to gain access to Timeline for brands.
A spokeswoman for Facebook stated that the brand pages would be free, but she also added that the company had big plans in place to increase ad revenue.
One of these planned features is Reach Generator.
Reach Generator will allow businesses to pay to ensure that their posts are delivered to at least 75 per cent of their fans every month – potentially increasing the reach of social media marketing campaigns.
The Timeline profile itself is similar to the consumer version – with a vertical content timeline and a large image at the top of the page.
In a review of the new profile layout, AdWeek said: “The new features look to satisfy marketers’ concerns that content posted to Facebook has a short shelf life before it becomes lost in a chronological abyss.”
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Tags: AdWeek, brands, Burberry, Dove, facebook, Manchester United, Olympics, Reach Generator, Social Media, Timeline
Posted in Social Media Marketing
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Thursday, March 1st, 2012
For 5 years, Twitter has somehow escaped the notice of the younger generation, with many quite happy to reside on Bebo, MySpace, and then Facebook. However, one has to wonder whether the decline of the latter of these three social networks may begin when the teens grow bored, and move on to pastures new, as they did with MySpace (now almost exclusively the haunt of bands) and Bebo (is it still the place to be for anyone?). If so, then the tipping point for Facebook may have been reached as there seems to be a growing realisation amongst the yoof that Twitter offers a cheap and simple way to communicate. Not only that, but it gives these youngsters a chance to be noticed and a remarkably quick way to share information.
A classic quote from this evening’s investigations as to why the younger generation are leaping aboard the Twitter ship was, “Be warned, Justin Bieber and Glee will be trending before you know it.” Whilst this may strike fear into the hearts of many, especially those who have enjoyed the relative obscurity of Twitter to date, for youngsters, the ability to use Twitter to be heard through something as simple as power in numbers causing global trends, (as was the case with the Arab Spring etc), may prove a bigger pull than even the simplicity. And for marketers targeting the pockets of an increasingly canny set of customers, ignoring Twitter for much longer may carry a costly penalty.
IF, and it is a big IF, the trend towards Twitter amongst teens continues at its seemingly increasing pace, it is likely that shortly the de facto place for youngsters will not be on Facebook, but in 140 character texts and twitpics. At that point, it is likely that Facebook will lose its appeal for many. Just as Pinterest appears to seemingly cater mainly for women of a certain age (but that demographic is rapidly skewing as Pinterest takes advantage of being the de rigueur site for now), Facebook may end up a wasteland without the youngsters to keep us all entertained. After all, how many people over 30 are on Facebook simply because those younger than them made it the site du jour?
Marketers and brands who have omitted to work a Twitter thread into their strategy may find themselves playing a fast catch up, and will also need to understand the fickle nature of this generation. “Everything is only a click away” means that unfollowing a particular brand or company really is incredibly simple, far more so than Unlike on Facebook where so few companies have actually mastered social engagement that your Feed is not constantly cluttered with marketing messages. If a brand ceases to be the flavour of the month, be prepared for your number of followers to decrease rapidly as peer pressure and possibly even a certain type of bullying could take place if your Tweetstream is seen to be full of RTs of the wrong company.
2012 may well be the Year of the Younger Tweet, and we are currently carrying out a survey of 13-18 year olds to determine what is the trigger for the mass move, aside from two which we have heard all too often recently, “Facebook is boring” and “All the good stuff happens first on Twitter”. Some of us oldies knew that a while ago, but it seems the realisation has dawned amongst our teenagers and the sooner internet marketers realise that the downward shift is occurring in Facebook, the sooner it may become obvious that the next budget and strategy meeting of the Marcomms team should probably include a long, hard look at Twitter. After all, Gen Y may not be your customers today, but is is highly likely that they will be in 5-10 years time. Alienate them now at your peril……
Tags: bebo, customers, facebook, gen y, marketing, myspace, Social network, teens, tweets, twitter, younger generation
Posted in Blog, Social Media, Stats & Trends, Uncategorised
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Wednesday, February 29th, 2012
A study conducted by Upstream has found that around 27 per cent of consumers based in Britain and 20 per cent of those in America would stop using social networking sites, if it came to a point where they felt like they were being bombarded with an excessive amount of advertising, according to an article published by The Drum.
The 2012 Digital Advertising Attitudes Report featured results gathered from 2,054 adults in United Kingdom, and a further 2,105 adults based in America.
Around 66 per cent of consumers stated that they felt like they were already being subjected to an excessive amount of advertising and promotions – such as social media marketing campaigns.
Commenting on the results, Upstream’s president, Marco Veremis, said: “The volume-based advertising era is dead on both sides of the Atlantic and companies need to put effectiveness first, reducing the frequency with which they speak to consumers, delivering only high quality, relevant and timely messages.”
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Tags: 2012 Digital Advertising Attitudes Report, facebook, Social Media, Upstream
Posted in Social Media Marketing
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Wednesday, February 29th, 2012
A new report, compiled by comScore, has shown that Google+ users on average spent just 3.3 minutes on the social networking site during January, according to an article published by CNN.
The figure shows a decline in the amount of time spent on the site compared to the 5.1 minutes spent per user in November and the 4.8 minutes during December.
Meanwhile, Facebook – a site popular for social media marketing initiatives – was used on average for 7.5 hours during January – displaying the huge gulf in usage between the two rival networks.
According to CNN a representative from Google could not be reached to comment on the figures.
The report is likely to prove disappointing reading for Google – who’ve placed a large amount of emphasis on creating a network to challenge Facebook’s dominance.
CEO Larry Page previously told employees that 25 per cent of their bonuses would “be tied into the company’s social strategy that year,” according to CNN.
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Tags: average monthly use, CNN, ComScore, facebook, Google, January, Larry Page, report, Social Media
Posted in Social Media Marketing
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Tuesday, February 28th, 2012
Guinness has launched a social media marketing campaign aimed at getting its fans on Facebook involved in a mass celebration of St Patrick’s Day, according to an article published by The Drum.
The Irish brewery is aiming to set a world record for the largest St Patrick’s Day celebration by encouraging its Facebook fans to share a pint with friends.
To get involved in the event, all fans have to do is make a pledge either on the official Guinness website or the official Facebook page.
Senior brand manager for Guinness, Nick Britton, has said that the campaign is designed to capitalise on the promotion of the ongoing RBS Six Nations tournament.
He said: “St Patrick’s Day falls on the same day as the England vs Ireland Six Nations rugby match, so licensees have the potential to drive sales even further by combining these celebrations and offer consumers a fantastic night out.”
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Tags: England, facebook, Guinness, ireland, RBS Six Nations, rugby, Social Media, St Patrick's Day
Posted in Social Media Marketing
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Monday, February 27th, 2012
Speakers at the OnMedia NYC conference have attempted to pinpoint the reasons behind a number of brands’ decisions to close their Facebook stores after just over a year, according to an article published by Search Engine Watch.
Although a popular platform for social media marketing campaigns, Facebook has seen Gap, JCPenney, Nordstrom and GameStop all close their stores on the site.
CEO of 500Friends, a company offering social loyalty technology specifically designed for retailers, Justin Yoshimura, speaking at the conference, highlighted common misconceptions about the social networking site amongst businesses.
He said: “Opening a storefront does not mean you have a social commerce strategy. Consumes want to shop on your store and want to interact with your brand on Facebook.”
The speakers at the conference, according to SEW, speculated on the reasons behind the closures, concluding that:
- “A brand’s e-commerce website typically gets more visitors than its Facebook page.”
- “Facebook commerce shouldn’t be narrowly defined as storefronts. Instead it encompasses other activities, such as loyalty programs and rewards.”
- “And commerce on Facebook is still in its experimental stages.”
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Tags: facebook, Facebook stores, GameStop, Gap, JCPenney, Justin Yoshimura, Nordstrom, OnMedia NYC, Social Media
Posted in Social Media Marketing
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Friday, February 24th, 2012
A recent study has found that just under half of consumers dislike the idea of advertising featured on social networking sites that uses information from their profiles, according to an article published by Marketing Week.
Conducted by YouGov, the study saw the participation of 1,275 online consumers from the United Kingdom.
The findings displayed that 47 per cent objected to seeing adverts aimed at them based on the activities listed on their profiles – on sites such as Facebook, Twitter and Google+.
Around 44 per cent also stated that they wouldn’t be any more likely to make a purchase from a brand based on the social media recommendations of their friends.
This has led YouGov to claim that social media marketing might not be as beneficial as brands would assume and more specifically “social is not always the advertiser’s friend.”
Commenting on the results, Dan Brilot, YouGov’s media consulting director stated: “It appears that whilst social media can be a key tool in the brand marketer’s armoury, in particular to maximise commitment amongst those already highly engaged with the brand, it has not quite reached the effectiveness necessary to be considered a truly mass media marketing tool.
“With the ability to share, tweet and interact on any kind of site, is almost a given, social media services increasingly need to have an extra raison d’etre beyond merely ‘social’ to make an impact in today’s crowded market.”
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Tags: facebook, Google, Marketing Week, research, Social Media, twitter, yougov
Posted in Social Media Marketing
