Here are all of the posts in the ‘News’ category.

Jaguar’s Social September

by Nick Dodd in News

It’s been a busy September for the Jaguar team here at We Are Social. Earlier this month, Jaguar Land Rover sponsored the Invictus Games: a fantastic international sporting event to support wounded and sick Servicemen and women, championed by Prince Harry and featuring over 400 competitors from 13 nations.

A dedicated social media team from Jaguar was on site at the event to demonstrate support for the event across the brand’s social channels with live, reactive posting, encouraging the participants and celebrating the high points of the Games.

Overall the Invictus Games were a huge success for Jaguar, with activity reaching 22.4 million people across Jaguar’s social channels.

But it hasn’t just been the Invictus Games that’s been keeping us busy. This month, the Jaguar team was also present at two more huge events; one in Earls Court and another on the bank of the River Thames – all to launch Jaguar’s new sports saloon, the XE.

In the build up to the launch we created exclusive content featuring never before seen footage of the XE before the reveal.

Then, the XE was revealed through a dynamic series of stunts, which we captured and shared with fans online.

Artist Emeli Sande delivered a sublime performance to capture the excitement and feeling surrounding the XE. We also set up live coverage at Earls Court so fans could watch the XE unveil in real-time.

All content generated was tagged with campaign hashtag #FeelXE, which had a massive reach of 126 million, with over 29,065 mentions and almost 126k social interactions.

And if all this wasn’t enough, September also saw the action-packed Goodwood Revival take place, a weekend of historic motor racing, showcasing familiar Jaguar models from past and present. And of course, Jaguar was at the event capturing content to exclusively share with fans online.

Jaguar’s new lightweight E-Type, reproduced from the 1963 original, made its UK debut at the event, roaring around the famous circuit.

The Jaguar D-Type was celebrating its 60th birthday and appeared on a 1950s themed Jaguar stand; Jaguar’s sexy sports model F-TYPE Coupe was also on a stand of its own.

There was an all D-Type race that took place, involving over 20 D-Types to win the ‘Lavant Cup’.

 
A lightweight E-Type was also on offer at the event and was sold together with a bespoke Bremont watch.

All the hard work and effort brought together by the team paid off and created a hugely successful September for Jaguar – one that reinforces the brand as a true icon in the history of Britain’s automotive industry.

US Cross-Cultural Social Media Marketing

by Jason Mander in News

GlobalWebIndex’s latest figures reveal a number of key social trends for anyone engaged with cross-cultural marketing in the US – with YouTube’s app now more popular than Facebook’s amongst Hispanic, Asian and Black/African Americans. Jason Mander, Head of Trends at GlobalWebIndex, exclusively talks us through some of the report’s key findings.

As the demographic composition of the American population has continued to shift and evolve, the task of identifying, and successfully responding to, attitudinal or behavioral differences between key ethnic groups has been elevated in importance. But just how different are the digital profiles of White non-Hispanic, Black/African, Hispanic and Asian Americans? Where does each group really stand apart, and where do their behaviors show little if any divergence from the average?

To date, much debate has centered on similarities between Americans of various ethnicities, with many arguing that cross-cultural marketing campaigns need to pay the most attention to just how uniform the American audience is. But if we focus on social networking trends, GWI’s latest data, based on interviews with more than 15,000 US internet users – it reveals some clear differences.

Before we explore this, it is important to highlight one constant: despite claims about Facebook having lost its appeal or being deserted by its members, the simple truth is that it remains by far the most popular social platform – with more than three quarters of internet users in all groups having an account (peaking at a mighty 86% among Hispanic Americans).

Overall, then, Facebook still offers by far the best reach for any target group. Yet if we turn our attention to active usage of social networks, that is, people who say they have actively used or contributed to a particular service within the last month, a slightly more nuanced picture emerges. Facebook still remains top of the pile and has more than twice as many active users as any other social platform, but White/Caucasian non-Hispanics are notably more likely to be engaging with the site on a regular basis (being more than ten percentage points ahead of Black/African Americans, for example).

This finds reflection in terms of app usage. Within the mobile space, YouTube has in fact achieved a rare feat: among Black/African, Hispanic and Asian Americans, more people are using its app each month than Facebook’s. Certainly, the gaps are very small. But that more than two thirds of mobile internet users in each of these three groups say that they used the YouTube app last month is impressive nonetheless. In contrast, Facebook’s app is the clear favorite among White non-Hispanics (73%, vs 60% for YouTube).

And it’s not just on YouTube where we find these patterns. Driven in part by the younger age profile of the Asian, Hispanic and Black/African Americans, it’s these groups who are the most likely to be using Twitter, Instagram and Google+ as well as a wide range of messaging and chat tools. As an example, while nearly 20% of Hispanic and Asian American mobile internet users in the US are using WhatsApp each month, the equivalent figure among White non-Hispanic Americans is just 5%.

So despite Facebook still ruling the roost overall, non-Caucasian groups typically have the broadest and most diverse social profiles, with a notably heavier mobile focus. And for any marketers out there, it’s clearly important that they also tend to be much more vocal about sharing their views with others – with Hispanic Americans the most likely of all to share things on social networks and broadcast their opinions about products and brands. In the world of Cross-Cultural Marketing, then, the differences between groups really can matter as much as the similarities.

Download a free summary of GWI’s new Cross-Cultural Marketing in the US report.

Apple iOS 8 feature HealthKit

by Paul Napier

Marketing Magazine recently published this article by me about Apple’s iOS 8 feature, HealthKit, and how brands could use it. They’ve been kind enough to let us reproduce it in full below:

The new iOS 8 is now available for users to download. As an iOS developer I have had several months to play around and come to understand the new features that come with this version of the operating system. As always with the new release of iOS, there are a suite of changes, some major and some minor.

One of the most exciting additions to come out is HealthKit. So, what is it and how could it be used within your brand’s digital portfolio?

What is HealthKit?
HealthKit is the product of a two-year collaborative endeavour between Apple and Mayo Clinics, which services around 1.2 million patients every year. Their combined goal is to put iPhones and iPads at the centre of the self-health movement that has seen traction of the last few years.

At its core, HealthKit is a central hub/repository for gathering all the intelligence apps collect about a user’s fitness and health. Apps are able to upload their information about a user’s health and fitness activities into HealthKit, and in instances where users grant them permission, download this information and manipulate it to gather a better picture of the person currently signed into the app.

Users can see all their information at a glance, as it tracks their fitness activities such as running, walking and cycling from apps and associated wearable technology. Additionally, adapters such as glucometers, ECG devices, blood pressure monitors and even ultrasound have been created to give greater knowledge to users about their overall health, all of which can be stored in HealthKit and accessed by users through the simple interface.

In essence, HealthKit has removed the silo mentality that comes from having multiple apps for individual purposes, and encourages greater communication between health and fitness experts.

How can it help me?
At this stage, since the technology is in its infancy, it is difficult to predict where it could lead. The obvious beneficiaries of this technology, at least in the first instance, are companies such as Nike, adidas and other fitness specialists or wearable producers. However, beyond the obvious, this technology opens an exciting avenue that could allow more diverse industries to begin working on a more intimate level with their customers:

Medical: There could be long-term benefits to the medical industry, which will have a huge database of reliable, or at least semi-reliable, information about people’s fitness and health. This information can be used to begin reviewing trends in health statistics against medical complications.

Healthcare: State medical facilities can build apps that can hook into a patient’s profile and read their medical data alongside health and fitness activities, giving the doctors and immediate understanding of the patients well-being prior to any medical appointment. Taking this even further, the patients activities could be tracked and the patient sent a notification when certain thresholds are reached, meaning that doctors can start to focus more on prevention rather than the cure.

Financial services: Insurance companies could look at the health and fitness of their customers to provide accurate quotes, or provide incentives to those who follow a healthy regime.

FMCG: Food and beverage companies could build apps that tracked users consumption and offered better nutritional options on food and beverages could be tracked against the user’s health needs, allergy requirements, blood sugar levels, fitness activities or goals.

Travel: Airlines could be made aware of any medical needs for passengers, or be alerted to dietary requirements, while encouraging their passengers with medical conditions to continue tracking throughout the journey to ensure the crew are alerted in the event of any pressing concern. Travel companies could track for potential changes in stress to enable bespoke packages to engage health focused customers.

Retail: Clothing and apparel companies could track clothing sizes using measurements given by the users then look at targeting them with the newest ranges in sizes that match the user’s statistics or intended goals.

This information on its own is but one facet of a potential medical breakthroughs in both the literal and mobile sense. We are seeing a swell in the information being gathered around individuals: location, behavioural, social, economic, psychological, physiological, etc. I recently wrote an article outlining the benefits of looking at implementing a social strategy within your mobile application, and with the advent of this new technology, never has there been a greater time to review this strategy.

The power of integrating social alongside this medical and fitness information could seem overwhelming, and it is most certainly not for every company. However, for those companies that have a legitimate reason to access this information, the potential options for improving user experience and engagement are greater than ever before.

On a final note, any idea should have a benefit for both sides, and provide information about the user back into HealthKit before drawing information in return. This way, HealthKit can provide ongoing advancements and the information you receive can become a more detailed and richer experience for both you and the user.

Listen, Learn, Earn: Social Listening How-To

by Simon Kemp in News

The massive proliferation of social media in recent years has changed marketers’ ability to understand their audiences.

Even with basic tools, it’s now possible to develop insights into people’s thoughts, motivations and behaviours in ways that were prohibitively difficult or expensive even 10 years ago.

Today’s post explains how you can start taking advantage of these incredible opportunities, and includes a guide to some of the best free tools, and tips on how to get the most out of them.

What Is Social Listening?
It might help to start with a definition:

Social listening is the art and science of developing meaningful brand insights through the identification and analysis of relevant conversations in social media.

Listening is a powerful addition to a brand’s strategic toolkit, providing insights that can add value throughout the organisation.

However, many marketers miss much of this potential value due to an egocentric approach to social media monitoring.

We need to get better at using social media to understand people, not just to monitor brand mentions or campaign metrics.

Listening to Learn
As Earl Nightingale astutely observed,

You can’t learn anything with your mouth open.

However, many marketers see their role as the ‘talker’, sharing the brand’s message with the rest of the world.

Sadly, this means they’re missing invaluable opportunities to learn.

We stand to gain much greater value – for ourselves as marketers, as well as for our colleagues across the rest of our organisations – if we also adopt the role of listeners, acting as the interface that enables outside feedback to permeate the business.

Slide15

Social media can add value throughout the organisation

It’s Not About You
When it comes to social media monitoring, it’s also important to distinguish between ‘selective hearing’ and active listening.

Most marketers use monitoring to assess the performance of their marketing, setting up tools to track mentions of their brand and product names.

This kind of listening is useful, of course, but it takes a very selfish view of the world; it’s akin to walking into a party and only joining conversations that are already about you.

More importantly, when it comes to product-related updates, barely 1 in 10 mentions a specific brand.

In other words, if we’re only tracking brand names, we’re missing 90% of the potential value; we need to listen out for a broader range of conversations that will help us to gain richer insights into purchase moments, usage occasions, and subsequent emotions.

Big Data vs. Small Details
Conversations about brands and products are only a small subset of total social media activity.

Every day, people share billions of public posts across social media, and every one of these updates – no matter how innocuous – can offer valuable insights into people’s attitudes, beliefs, behaviours, and habits.

Even the much-maligned ‘photos of my lunch’ can reveal a wealth of new understanding: where people like to eat; the time of day they dine; who they lunch with; the kinds of food they like; how much they’re willing to spend…

What we learn depends on how carefully we choose to listen.

The Discovery Engine
Once you adopt this more organic approach to listening, you’ll quickly discover that most people’s conversations aren’t about the areas your marketing focuses on.

Furthermore, you’ll start to realise that the things that matter to your audience aren’t always the things you expect.

Because of this, social media offer unique opportunities to identify new products and services, as well as more efficient and effective ways to communicate with people.

If you think of search engines as a tool that helps us to answer the questions we already have, social media do something new, allowing us to identify the questions we didn’t even know we needed to answer.

Used correctly, social media listening is a ‘discovery engine’ that can help us redefine the way that we do business; as John Willshire puts it, social insights will allow us to “make things that people really want, instead of trying to make them want things you’ve already made.”

Getting Started
In order to get the most our of social listening, you need to build your activities around your brand’s objectives.

Start by asking some simple, strategic questions:

  1. In order to hit your targets, what do you need people to do differently compared to what they do today?
  2. Who do you most need to persuade in order to bring about this change in behaviour (remember that this may not be the buyer or end user of your brand)?
  3. Why aren’t people already doing what you want them to do? What do they think or believe today that we need to change? What are the barriers that stand between today and success?

Slide27

It’s likely that you won’t know all the real barriers to success yet, which is where social media listening comes in.

Based on your objectives, spend some time crafting search queries that will help you to understand potential barriers in the context of people’s broader lives and behaviour.

Go beyond searching for brand names, to exploring the benefits you provide, and the problems or opportunities they address.

For example, if you’re Colgate, don’t just search for your own name, ‘Oral B’, or even ‘toothpaste’; instead, search for ‘toothache’, ‘bad breath’ or even ‘dentist’.

It’s easy to try this out for yourself – these free tools are a great place to start:

Finding Mentions vs Uncovering Value
Be sure to spend time actively reading and analysing what you find though; automated sentiment analysis and volume trends are interesting, but the real value lies in the specifics of what people say; where and when they say it, who they’re discussing the topic with, and what their potential motives for discussing it might be.

Read the conversations as a person who’s trying to empathise with a friend, not as a marketer who’s trying to sell stuff.

Even the most basic query should bring up some valuable insights if you ask yourself these questions about the conversations you find:

  1. Who is talking (i.e. who posted the update)?
  2. What are they (really) saying?
  3. Where are they saying it? [social platforms, as well as physical locations]
  4. When are they saying it? [time of day, as well as context, e.g. at the POS]
  5. Why are they saying it (what are their motivations)?
  6. Which elements have engaged other people (e.g. ‘likes’, comments, shares, etc.)?
  7. How might these conversations impact my brand (for better or worse)?

Slide59

This post originally appeared in my column on The Marketing Society Blog.

We Are Social’s Monday Mashup #229

by Hannah Jones in News

We are spending more time using mobile apps than ever
Our time spent using mobile apps has risen by 21 percent compared to last year, with music, fitness and social media apps amongst the highest climbers.

apps-time

Despite coming third to music and fitness categories regarding the time spent in apps, when it comes to app launches (i.e. opening up the app itself) social networking is leading the field with an average of 25.1 app launches per month. Our time in apps has already overtaken desktop web and this number is only going to continue to grow, according to Localytics, who carried out the research.

apps-engagement2

Small and medium businesses are the biggest spenders on social media
Research firm BIA/Kelsey has revealed that 74.5 percent of SMBs use social media to advertise or promote their businesses, rising from 71.7 percent last year. At the same time, SMBs are spending less on print and outdoor advertising. Steve Marshall, director of research at BIA/Kelsey, explains that “print and outdoor together have switched positions with social in terms of reach and share of spend”, describing social as convenient, user-friendly and inexpensive with low participation barriers. The most profitable best channels cited by SMBs are online banner ads containing video, streaming audio advertising and offers distributed on smartphones or tablets.

Screen Shot 2014-09-22 at 11.13.05

Asia-Pacific holds nearly 30% of global social network spending
Even though North America continues to retain its breadwinner status in terms of media dollars spent on social sites this year, nearly a third of worldwide paid social media spending will come from the Asia-Pacific region, according to eMarketer’s latest forecast. It’s expected for this region’s share to rise by almost 2 percentage points over the next two years, while it’s anticipated for North America’s share to fall.

table

Facebook captures 10% of US digital ad spend 
Adults in the US will spend an average of 6 percent of their total digital media time on Facebook (roughly 21 minutes every day) and the platform captures 10 percent of all U.S. digital ad spending, according to a new study from eMarketer. Facebook in the UK is not far behind the US, representing 7.5 percent of all digital ad spend this year with another 3% going to other social networks, with the expectation it continue to grow at a strong rate.

Facebook prioritises breaking news 
Facebook has announced changes to its News Feed algorithm that aim to put a greater focus on topical news and timely posts. The update looks at two new factors; one being trending topics, with Facebook giving more priority to breaking news, the other is how people are liking and commenting on posts determine if it’s relevant to a specific user. Facebook hopes the update will help to deliver everyone the right content at the right time, so users only read “what’s important to them”. For users, this might mean fewer BuzzFeed quizzes and ice-bucket challenges, and more breaking news.

Facebook’s private sharing app “Moments”
Facebook is trialling a new app codenamed “Moments”, a private sharing app designed to make selective sharing to different sets of people much faster than the main Facebook app, which focuses primarily on content rather than audience. Though Facebook is yet to officially comment, the app has already been likened to the mobile app ”Cluster”, which lets people create safe “spaces” for sharing content with small groups.

Facebook relaunches ad network Atlas 
Facebook has revamped the ad network it acquired, Atlas, with an updated system that enables it to better serve and measure ads across devices and beyond Facebook. Advertisers can target ads to any device leading up to a purchase, and use Facebook data to measure the success of a campaign. The update could be big news for brands looking to organise their digital ad spend, and seeks to extend Facebook’s display advertising dominance beyond its own service. The full details are due to be revealed during Advertising Week, beginning Sept. 29.

Instagram ads are set to roll out in UK soon
As promised back in June, Instagram is preparing to show sponsored posts to UK users soon. With ads being announced last year, and having already rolled out in the US, the Facebook-owned photo sharing site claims the sponsored posts will aim to be “natural”. The ads look just like regular updates, but are instead marked out with a “Sponsored” label in the top right-hand corner. If a user doesn’t like the posts appearing on their feed, they can select to hide any updates from that particular brand.

insta

Twitter expands audience targeting tools
Twitter first introduced tailored audiences last year to give advertisers the ability to target audiences and tailor ads. Expanding on its audience targeting efforts, the platform has updated its self-service advertising dashboard to give advertisers more tools to manage targeted campaigns. They can do so by creating new audience lists and managing existing audiences, all through this new audience manager tool.

YouTube Analytics now with real-time tracking
YouTube has added new real-time reporting to its analytics dashboard that provides view counts down to the minute for your videos. The new dashboard looks at your last five published videos, how many users have accessed them, how the user figures have developed in the past 48 hours. The interface has two graphs: hour-by-hour data for the last 48 hours and minute-by-minute figures for the past hour. This is a particularly exciting update; providing a new way to look at content and keep track of what time is preferable to publish new videos.

Joan Rivers posts about iPhone 6-feet-under
After several warnings to PR companies, sponsored scheduled posts appeared on Joan Rivers’ Facebook and Instagram accounts two weeks following her death. One of these included an ad on the late comedian’s Instagram account promoting the Apple iPhone 6, before it was quickly taken down. However, with 1.3 millions fans, this didn’t stop people immediately having fun with the story on social media.

joan