We’re already helping adidas, Heinz, Unilever, Heineken, eBay, Jaguar, Intel, Moët & Chandon & Expedia.
Today, people all over Scotland have been travelling to their nearest polling station to decide whether they will remain part of the United Kingdom. We’ve seen debates between the Yes and No Campaigns ignite passion amongst people in the UK and beyond, and of course, as with every significant event in today’s society, people have spent the last months, weeks and days airing their views on social media.
Both Yes and No camps have taken their campaigns to social channels, particularly with the aim of targeting the younger demographic included in the vote. The Yes campaign has been the most effective, generating 720,800 mentions on Twitter from the UK for #VoteYes in the last month, compared to just 145,400 for the No campaign’s official hashtag, #bettertogether, with even fewer for #nothanks. Facebook also reported that the Yes campaign has had more interactions on the platform.
— Yes Scotland (@YesScotland) September 17, 2014
For the four weeks we monitored, conversation around the Yes campaign made up to 29% of the referendum conversation, compared to around 8% for the No campaign. And the Yes campaign was gaining even more ground in the final campaign stages, increasing by 7 percentage points from the first week from this week. Twitter is not a particularly reliable source when it comes to forecasting, but the No campaign will undoubtedly feel as though they could have done more.
— Better Together (@UK_Together) September 11, 2014
We Are Social’s Chris Applegate spoke to Ad Age on the Yes/No rivalry, stating:
“The ‘Yes’ campaign has an easier task. In social there are more opportunities to challenge the status quo than to maintain it. But the ‘No’ campaign suffers from a lack of imagination. While the vote is a serious issue, to cut through on social platforms you need to create naturally shareable content, rather than just broadcasting soundbites.”
People on social media were also more likely to indicate a preference for a Yes vote. When looking at those who stated if they were For or Against; the Yes campaign has consistently outstripped the No campaign, accounting for 75-79% of those people declaring an intention to vote compared to 21-25% of those who said No.
In the last month, and found that there have been over 2.4 million mentions of #indyref generated from within the UK alone. In the first three weeks we analysed, conversation was dominated by big announcements for both sides of the campaign; the debates between Salmond and Darling, the launch of the No Campaign advert and the Yes campaign’s response: #PatronisingBTLady, YouGov giving the lead to the Yes campaign for the first time and the announcement of the Royal Baby and if it would affect the outcome.
During this time, conversations on social media were heated, but generally respectful.However, we’ve seen a shift in conversation tone over the last few days as the crucial day approached. There has been a rise in tweets that relate to warnings, threats, intimidation, bullying, paranoia as tensions rise.
— Stephanie Fraser (@StephanieFraser) September 16, 2014
There is an undercurrent that once the referendum is finished, whichever way the vote goes, there will be lasting divisions in Scotland. This tweet from JK Rowling sums it up:
Big day in Scotland tomorrow #indyref. My head says no and my heart shouts it – but whatever happens, I hope we’re all friends by Saturday.
— J.K. Rowling (@jk_rowling) September 17, 2014
Tomorrow, we’ll know whether Scotland will remain part of the UK or if it’ll be going its separate way. But if it’s the latter, don’t worry Mr Stenhouse, you’ll still be able to watch Match of the Day.
— Matt (@mattzarb) September 12, 2014
With myriad social media platforms available to brands, how should marketers choose which ones to be a part of?
More importantly, how do you differentiate what you share on the different platforms?
Today’s post shares 10 essential, practical tips that you can use to get the most out of Twitter, and explains the dos and don’ts of Twitter best practice for brands.
Twitter For Brands
With 271 million global monthly active users, and 500 million tweets sent everyday, Twitter has the potential to elevate your brand and bridge the gap between you and your consumers:
However, Twitter is a unique platform that focuses on conversation. It offers marketers a tool that they can use to engage people in direct, valuable, real-time conversations. It can be a compelling means to bringing your brand closer to people — if used wisely.
What is Twitter Success?
How would you define being successful on Twitter?
We feel that this success isn’t quantified by having a large following, but rather, the quality and level of engagement your brand has with your audience.
Just like in a real world context, the depth of your relationship matters more than the number of friends or acquaintances you have.
How To Use Twitter: 10 Dos & A Don’t
Our comprehensive new ‘How To’ guide to Twitter – embedded above as a complete SlideShare, but also available for free download here – offers a one-stop reference for making the best use of Twitter for brands.
The guide centres on We Are Social’s 10 Twitter Dos & A Don’t that bring you closer to the goal of creating genuine engagement and lasting relationships with your audiences.
1: Know What You Want To Achieve
Instead of getting your brand on Twitter just because it seems like everyone else is on there, it’s best to determine why you feel your brand should use Twitter.
Do you want to use it to sell more products, to provide customer service by responding to queries and complaints, to foster relationships with your consumers, or to build your brand?
Defining and knowing your purpose is step one in planning your strategy.
Having that strategy in place enables you to make better and consistent decisions for future content, presenting a more cohesive brand to your audience.
It also prevents your Twitter account from becoming a dumping ground for random content pieces that only serve to confuse your audience.
2: Get Your Basics Down Pat
Nothing screams noob like being an egg on Twitter. Complete your profile with an appropriate profile picture and cover photo.
It’s also important to have a snappy bio filled out; while these things may all seem small, they have a large impact on potential followers.
They also help people figure out who you are, what your brand stands for, and offer a peek into your brand personality – all at a glance.
Similarly, understanding how Twitter works is essential to knowing how to plan for content on it, and what better way to learn than to spend time on the platform?
Twitter has its own ecosystem of words and actions – learn the vocabulary and grammar that is commonly used on it.
When you are familiar with the inner workings of the platform, the content that you strategise for it then becomes more powerful and more likely to achieve your aims.
3: Actively Listen To Your Audiences
A common mistake brands make is to speak without listening to their audiences.
With more brands making their presence felt on social media, actively listening to your audience puts you in a better position to speak to them in a way that makes them care and want to engage with you.
When you listen, it shouldn’t be merely about what people are saying about your brand though; listen to what they care about, because when you truly understand them, you can then better fulfil their needs, wants, and desires.
Listening is a powerful tool in its own right as well – it will enable you to make more informed decisions when planning your broader brand strategy, and give you insight into your overall role in your audience’s life.
With data gathered from listening tools, keep in mind that relationships are built with people, not numbers on a spreadsheet. Focus on the human side of things, and aim for deeper bonds between your brand and the people you care about consumers.
Encourage loyalty and build brand love, instead of focusing on follows and retweets alone.
Read the Full Report
You’ll find the remaining 7 Dos and the critical Don’ts in the full report – continue reading it here.
Or, if you’d prefer to download a copy for yourself or your colleagues, simply click here.
After its sell-out success over the last two years, The Greatest Social Media Pub Quiz in the World is back! On Tuesday 23rd September at 6:30pm we’ll be joining forces with Ticketmaster once again to host our 2014 edition of The Greatest Social Media Pub Quiz In The World, as part of Social Media Week London.
Last year we saw some superb social media knowledge and first-class arts & crafts skills from teams including Jaguar, Mondelez and Heinz. If you think you’re ready to take on the big guns, now’s your chance to get yourself, your colleagues, your agency or just your best mate who spends too much time on Facebook down to Ticketmaster’s Imperial Bar in Angel (entry via a slide!) to get yourself in contention for this year’s coveted first prize… which is not just pride, we promise.
— Steve Cobelli (@SteveCobelli) September 24, 2013
The complimentary bar, kindly provided by our friends at Heineken, Tiger and Bulmers, will quench your thirst and help you get your creative juices flowing. You can come along either as part of a polished crack social media team with your colleagues, or if you rock up solo we’ll join you up with some fellow social media enthusiasts.
Do you know your Grumpy Cat from your Lil Bubs? Are you up to speed with the biggest celeb #FAILS, the latest apps and inspirational Mark Zuckerberg quotes (who isn’t!)? If so, register for your place here. Tickets are going fast – and this is one night you really don’t want to miss…
Apple Watch to feature social apps
Following its grand unveiling last week, it has been revealed that Facebook, Yahoo, Pinterest and Twitter are among the companies already developing apps for Apple Watch. While certain features such as the ability to receive and act on Facebook notifications have been demonstrated, it has not yet been announced whether ads will be included in the small-screen apps. The wearable device got a relatively subdued 336,000 mentions on Twitter right before and after its unveiling, compared to the hefty 1 million-plus mentions of the new iPhones launched the same day. The gadget will be released early next year, so (Apple) Watch this space!
Facebook takes on YouTube
Facebook joins Yahoo in taking on YouTube as a distribution platform for multi-channel networks and their stars, approaching some of YouTube’s biggest content producers to get them to distribute their videos directly on the social platform. Already, some have experimented with putting some of their top YouTube series on Facebook, including Disney’s Maker Studios and Collective Digital Studio; the latter making its animated viral hit “Annoying Orange” available on the social network. The competition is no surprise, as “more brands divert their focus from broadcast TV to online video”.
Facebook tests self-destructing posts
Facebook is trialling a new feature on a small number of users’ iOS devices that lets you schedule the deletion of your posts in advance. The feature gives users a set of choices from one hour to seven days before a post is deleted– an update potentially very useful addition for brand and business Pages. Facebook has tried its hand at self-destruction before; in June it released a Snapchat clone called Slingshot.
Facebook Messenger lets users doodle over photos
Facebook has released an update to its Messenger app for Android that lets users edit photos from their device’s gallery by drawing or typing all over them. Interestingly, the update does not currently work with photos taken via Messenger’s built-in camera. To use, people simply need to tap on the photo icon in the bottom control row, and then they are given the option to write, text or draw.
Buy your mate a Budweiser through Facebook
Budweiser is trying its hand at social commerce with the launch of two new programmes on Facebook. “Bud Light Birthday” lets users hand out free beer vouchers to friends on their Birthdays (providing they’re of-age), while “Bud for Buds” celebrates allows users to buy vouchers to send as gifts for any type of special occasions. To redeem the offer, the recipient simply needs to click on the link and show the ID to a bar’s point of sale. From there, it’s beer o’clock!
Debenhams encourages co-buying in Christmas lead-up
UK department store Debenhams is turning shoppers into brand advocates by encouraging them to share special offers online with friends. Shoppers who join the social scheme will be incentivised by group leaderboard-based gamification activity, designed to get their friends spending money at Debenhams, too. Prizes include a styling session and vouchers worth hundreds of pounds. Debenhams’ Director of Ecommerce, Ross Clemmow, says:
Co-buying is an innovative approach in connecting with new customers through our existing most engaged customers. The format acts as a great way to strengthen the customer experience and further drive sales.
Topshop’s SS15 launch on Facebook
Topshop, the UK high street fashion retailer, launched part of its SS15 ‘Unique’ collection not on the runway, but exclusively on Facebook. The range was made available to buy immediately after the end of the show, a ‘fast-fashion’ shift that has also been embraced by luxury fashion brands including Burberry.
Each season, it becomes clear that social media is playing a bigger and bigger role in Fashion Weeks worldwide, and this is faring well for brands too. As NYFW draws to a close, results show Twitter mentions are up a huge 1,113% this year for sponsors including WGSN, Samsung and Mercedez-Benz.
A branded response to #AppleLive streaming
Apple product launches are undeniably huge social media moments, attracting global conversation. So naturally, marketers jumped on Tuesday’s live streaming of the iPhone 6 and Apple Watch unveiling in their masses, with some doing better than others. MasterCard, an initial partner of Apple Pay, used the event to promote the new feature:
— MasterCard (@MasterCard) September 9, 2014
Denny’s brought some humour to the night in highlighting the technical issues suffered by frustratingly trying to livestream.
— Denny’s (@DennysDiner) September 9, 2014
Competitors also had their say, with HTC and Windows playing a seemingly friendly game of social media banter, amongst Blackberry’s slightly pitiful reminder that it’s still around.
— HTC (@htc) September 9, 2014
— BlackBerry (@BlackBerry) September 9, 2014
Of course, Oreo didn’t miss out on the opportunity either, with yet another real-time Photoshop response.
Just like a twist – it’s all in the wrist. pic.twitter.com/UDzFDAb78G
— Oreo Cookie (@Oreo) September 9, 2014
How brands Tweeted about the second #RoyalBaby
Last Monday, the Duke and Duchess of Cambridge officially announced they are expecting another child. With 260,000 tweets sent throughout the day about the big announcement, #RoyalBaby began trending around the world with more than 70,000 uses of the hashtag. Several of the tweets celebrating the news came from brands. One of the quickest to offer its congratulations was @NissanUK, who managed to produce an ad just seven minutes after the news broke. Featuring the Nissan X-Trail seven-seater, the company tweeted a picture of the interior of the vehicle with a crown on each seat:
— NissanUK (@NissanUK) September 8, 2014
Brands’ Twitter reactions to 9/11
Last week saw the 13th anniversary of 9/11, an occasion where many brands undoubtedly wanted to become part of national conversation. Some brands commemorated tastefully, such as New York retailer Century 21, who posted a picture of a memorial painted by artist Mr. Brainwash at one of its stores, and Walmart and Nordstorm posted unbranded images of the Manhattan skyline.
Always Remember. pic.twitter.com/2SsTeoemjf
— Walmart (@Walmart) September 11, 2014
However, unsurprisingly, not all brands remembered the date with such grace. Build-A-Bear was forced to remove a tweet of a teddy bear in fatigues after it received much to-be-expected criticism, while several brands including Dunkin’ Donuts and Applebees invoked the wrath of Twitter critic, Mike Monteiro. His comments made many look twice at 9/11 brand tweets - you can read some of his replies below.
— Mike Monteiro (@monteiro) September 11, 2014
Thank you @Applebees. When we pulled Mother’s body out of the wreckage we dragged it to Applebees. And you guys gave us free sodas.
— Mike Monteiro (@monteiro) September 11, 2014
A GlobalWebIndex study looked into Pinterest’s top markets worldwide, and discovered North America to be the biggest stronghold for the platform, where a third of adult internet users have a Pinterest account.
Canada, Indonesia and South Africa follow closely with around 30% of internet users on Pinterest, while European countries including Germany, Poland and France account for the lowest Pinterest uptake at just 10%. On a global level, the study reveals that 16% of internet users aged 16-64 have a Pinterest account.