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Category : Social Media Marketing

By Zoe McGovern

Humans V Chatbots: The Modern Customer Journey

Customer service issues: they’ve come a long way from that tiny desk located in the smallest back-end corner of the store. No longer do we drag ourselves into cities only to hear from monotone staff members how our receipt is one day out of date or to realise we’ve brought the wrong credit card with us. These days all it takes is a simple social handle and 140 characters to get to make things right again. But can our digital equivalents really be as amazing as they seem?

According to Group M, one in four people are genuinely more trusting of a chatbot with their personal information than a human. I know as well as you do that we are living in a (very) digital age but should we draw the line when it comes to human/AI interaction? I’ll hold my hands up and admit I often find it easier to ask online. Last week I went out of my way to book a table online as opposed to calling the pub, not because my palms get sweaty at the sheer thought of speaking with a stranger, but merely because it was the first thing to come to mind. The digitalisation of our lives has led to a shift in how we think and resolve. We want the quickest and easiest solution. No queues please!

The ‘Humanity in the Machine’ report, which Group M ran, found that 63% of people would consider communicating with a chatbot to contact a business or brand. Fair enough. The report also found that 48% of us also feel it’s “creepy” for a machine to pretend it’s a human, but the reality is that chatbots are becoming hugely popular in digital marketing, and it’s vital that brands embrace becoming an “experience business”. Facebook recently updated its Messenger features, meaning chatbots can now link to an account to make personalised suggestions. “Oh you liked that book, right? How about your read THIS book? No, don’t worry, you don’t need to go look for it, we’ve done that for you!” Simple, easy and effective. Move over redirecting, the chatbot age is well and truly in full swing. Read more about Messenger bots here.

The logic behind why so many brands and businesses are now turning to an AI-led customer service is due to ever-changing and ever-rising customer expectations. Brands must improve the experiences their customers endure in order to maintain customer trust and brand advocacy. Where social media gives the customer the driving seat, chatbots are allowing brands to (sort of) take back some of the control, even if it is through a creepy, fake human. Like it or not, this is the direction our online customer journey has taken and now is the time to embrace it. After all, who wants to wait in line in store? Just send that Tweet, sit back and let the digital magic happen.

By Eve Tyler

Happy Social Media Day!

All around the world, from Denver to Barcelona to Costa Rica to India, people are celebrating Social Media Day – a day to celebrate, acknowledge and discuss the impact social has had on our lives and our communities. Started back in 2010 by Mashable, it’s seen incredible growth over the past few years and has established itself as a truly global experience. As we have seen (especially in the wake of Brexit), social media has played an enormous role in the way we receive and share news, the way we express condolences and solidarity and the way we engage in debate and discussion.

There are events taking place all over the world: agencies, brands, industry leaders and more are coming together to talk around social media issues. For example, from a quick browse of the global event hashtag #SMDay2016 on Twitter, I’m able to tune into a live Facebook stream from Ahmedabad about digital video in India, I can catch tweets from the Philippines about social star Sebastian Castro’s talk about how YouTube changed his life and I’m able to follow threads from all around the world (kind of speaks about the power of social for itself, doesn’t it?)

Interested in getting in on the action? Follow the hashtag #SMDay2016 on Twitter and Facebook, check out the events going on around the world and share your own story: how has social media made a personal impact on who you are?

 

And make a note in your diaries: Social Media Week, a worldwide event focussed on sharing media insights around social media’s influence in business, culture and society, is happening 12-16 September 2016. For those of you in London, events will happen at BFI Southbank and it will feature speakers from big names like National Geographic, Buzzfeed, Forbes and more. To learn more about the event and how you can get involved, click here.

Until then, a happy #SMDay to you all!

By Jenny Illmann

Why Social Media Optimisation matters

Optimising your social media profile for SEO is an often underused tactic to drive more traffic to your social media profiles and help them appear in SERPs. However, you can implement some very quick and easy changes that will make your social media profile stand out from your competitors.

Here is a list of things you can do to help your social media profiles come out top in the SERPs:

  1. Optimise descriptions such as your Twitter bio for SEO: Use keywords and hashtags. Make sure you stick to under 150 characters so that your description is visible in SERPs. Your description is effectively a Meta description and will be regarded by search engines as such.
  2. Interlink all of your social media profiles with one another and make sure they are referenced correctly: If your Facebook profile is mentioned on your Instagram account for example and vice versa, it will help search engines establish relevance between your properties.
  3. Google+ is a platform that is no longer used as much as a few years ago, however, sharing your content will still have a beneficial effect on your rankings in Google.
  4. YouTube acts just like a search engine: make sure your descriptions are long and informative and your video is in the right category so users can find it more easily.
  5. Referencing your key landing pages on your Google+ page will do wonders for their ranking.
  6. Instagram is a great place for keyword optimisation. Use your keywords as hashtags but do not overdo this as it will look spammy.
  7. The Notes-Section in Facebook is a great section to share content. Many brands neglect this section but adding new content will mean that your profile is crawled by Google more often.
  8. Contact details such as address details and telephone numbers also help search engines to establish relevance and authority of your brand

Social Media Optimisation is a way for your SEO and Social teams to work together. Carrying out regular audits of your social profiles is important in order to make sure that they are relevant in terms of keywords for SEO.

By Eric Sisti

It Feels Good To Be Cool

What a difference a few years can make. The Toronto Raptors have gone from the laughing stock of the NBA world to the hottest ticket in the city. They have talented young players, a fantastic coach, and a promising future. Heck, it wouldn’t be crazy to say there’s a good chance they’ll make it all the way to the eastern conference finals! Simply put, things are going great. But as their record improved so did something else, something ever more important; their cool-factor. Although their winning ways did play a role in this, the ‘6ix-God’ himself Drake lit the fire. Named the team’s Global Ambassador in 2014, Drake’s seemingly boundless popularity and OVO branding has put the Raptors back on the global map.

Drake’s involvement with the team is apparent by just skimming through his Twitter and Instagram accounts. He will frequently post photos of himself enjoying a game court-side or hanging out with the players. This means that his 50 million followers (a number quickly growing) are being exposed to the Raptors on a daily basis. The power of social media marketing is pretty incredible! This alone is a fantastic way of promoting the brand, but it doesn’t stop here. There are also ‘Drake Nights,’ home games celebrating this partnership where every fan in the Air Canada Centre receives a free OVO/Raptors shirt. The immense popularity of the OVO record label and clothing brand has made these shirts a super-hot commodity; some selling for hundreds of dollars on eBay. On top of all of this Drake frequently mentions the team, or specific players in the case of Lou Williams (‘6 Man’), in his chart-topping songs. Being that he is arguably the biggest rapper/pop star in the world at the moment, this is a pretty big deal!

So what does all this good stuff ad up to? A team that fans want to watch, and players want to play for. A team with a firm grip on the pulse of modern pop culture. A team with tons of positive buzz and energy around it. A rejuvenated Toronto Raptors brand.

It feels good to be cool…even in Toronto!

By Naomi Young

The death of Facebook’s 20% text rule

In the past, to use an image in Facebook ads, it had to pass the vigorous 20% text rule. This meant that if the banner was made up of more than 20% text, it would not be approved. This was Facebook’s way of making sure ad copy was confined to the text and heading, keeping banners image focused and of high-quality.

Today I went to use the grid tool, which helped you check whether your image would be approved or not, however, I couldn’t find it. And this is when I discovered Facebook’s policies have changed… dun-dun-dun!

Now, images must have as little text as possible. It means that the more text these images have, the more the reach of the ad will be limited.

An email to Greg, our Facebook contact, confirmed this. He said:

The text policy has changed slightly in that your ads won’t be disapproved for having over 20% text anymore, instead the ad will be approved but if an ad has a lot of text in it then it will be penalized on the delivery front so the reach will be limited.

 

Going forward, I imagine it will help with relevancy, making ads look more streamlined within the news feed and less intrusive for users.

More info can be found here 

By Eva leluel

NASA and the Social Media Conquest

On the 20th of July 1969, when he first walked on the moon Neil Armstrong was watched by 600 million people and in the middle of the Cold War, NASA really showed high communication skills by diffusing the US victory in the space conquest race with the Soviet Union.

Forty-seven years later, NASA is the most famous space agency in the world and is one of the most recognizable social media brands in the world. Indeed, when asked to mention a space agency, the name of NASA is the name that automatically crosses Western peoples’ minds. With 14.7m Twitter followers, and 9.2m followers on Instagram, there are few businesses that have such a great established social media presence as NASA. NASA even won the Shorties’ Sixth Annual Ceremony prize in the ‘Social Media’s Best Government’ category.

You’ve probably heard about the ‘Curiosity rover’, the NASA robot super star, tweeting selfies from Mars, making space exploration fun instead of a closed-doors club requiring two PhDs to make sense out of it.

As part of their communication strategy, astronauts have also been asked to contribute to social media content. In 2013, the cover of David Bowies’ “Space Oddity” by the astronaut Chris Hadfield aboard the Internation Space Station went viral and reached almost 31 million views on YouTube.

NASA’s presence on social media not only enables the space agency to inspire wide audiences but is also a clever way to increase its budget. Indeed, NASA is primarily financed by public funds and the agency is legally not allowed to engage in lobbying. Some therefore might argue that NASA’s popularity influences the American government to allocate more budget to NASA’s next exploration.

By making astronauts the new Superheroes and robot’s eco-friendly rescuers, Hollywood is also a key asset to NASA’s popularity, positively contributing to its brand image and communication, take the Oscar nominated film ‘The Martian’ for example.

NASA is a great example of an institutionalised company that successfully embraced social media in ways that are beneficial for educating and informing its audience whilst fostering the relevance to invest in space exploration.

By Eve Tyler

Facebook got me feeling like….

Surely we’ve all seen it by now: Facebook is allowing us to truly ~feel~ things with their new Reactions. Thanks to last month’s long-awaited update, now we can react to a post – on desktop and mobile – with Love, Haha, Wow, Sad and Angry faces, in addition to the traditional Like. 

Simply hover over the Like button (or, if you’re on mobile, press and hold) and the Reaction icons will pop up. There are four faces to choose from, one heart and one thumbs up – or you can download a ‘Reaction Pack’ and customise to your heart’s desire. The number of Reactions a post receives are separated out, so you can see exactly how people are reacting (rather than pressing the Like button for a myriad of different reasons because it was the only option available).

Right now, this looks like nothing more than a fun new feature. And maybe it is just that. But these Reactions could help inform future content, as we can see – as clearly as one can on social – the emotions and intent of the user, so we’ll know what posts do and don’t work going forward. And, because you don’t have to be an admin or a fan of a certain page to see its Reaction breakdown, we could potentially use this as a research tool for competitor analysis or content planning.

So whether you think Reactions will give us valuable, additional insight into the behaviour of our audience or not, emojis are still influencing the way we interact online in a major way.

Want to read more? Here are a few articles you should read:

Facebook Reactions: What Marketers Need to Know – Social Media Examiner (this is a bit dry, but very informative and clearly demonstrates how to use Reactions for different kinds of content)

Do brands need to care about Facebook Reactions? Absolutely not – The Drum (an interesting opinion piece, if not a teeny bit whiny)

Facebook Reactions: how to make the most of six emoji – The Verge (read if you need a laugh)

By Naomi Young

Facebook Canvas: Painting a New Creative Ad

You may have already heard that Facebook have released a new type of advertising format – Canvas – that promises advertisers “more space” and “unique” experiences on mobile.

When clicked on through a native ad in the newsfeed, the ad will take up the whole of a mobile screen and allow people to interact with it by scrolling horizontally, vertically or with the video. This full-page, immersive experience will allow for visually engaging stories using video, still images and text. Load times will be minimised with integrated calls to action, so the user experience will be instantaneous.

Creating the ad will be easy, as advertisers will have access basic self-service tool that requires no software or coding. Also, most of Facebook’s ads objectives, delivery, pricing and auction mechanics that are already in place will apply to the Canvas format

More exciting news; the Canvas format is also going to be released onto Instagram in the second half of this year!

Here at Tug we’ll be interested in testing out Canvas when creating paid social ads, and can’t wait to see what other engaging content is created with the tool!

By Hannah Sinclair

Facebook to Introduce Ads to Messenger – Apparently

A report has recently been released suggesting that Facebook is currently looking into monetising messenger with ads. The ads will appear differently to standard news feed ads and will only be within messages to businesses. The release is speculated to fall in Q2 but Facebook has yet to comment.

An element of the plan is also to introduce a personalised URL that businesses are able to share which will open a chat with the consumer. There is rumour as to whether this change will shift brands towards using Messenger as an alternative for more traditional customer service portals.

Facebook users will however breathe a sigh of relief when they hear that thankfully businesses will not be able to contact them without having had prior contact. The purpose is not to make Messenger an advertising portal for anyone who has simply ‘liked’ a business or brand.

 

 

By George Smart

Case Study – Young’s Beers – 184 Years of Tasty Brewing

We recently concluded a paid social media campaign for Young’s Beers, one of our long-standing beer brands, to commemorate 184 years of tasty brewing. Young’s Beers had kindly decided to offer their punters the opportunity to redeem a free pint within any of the participating Young’s pubs and wanted to make the most of the opportunity by reaching out to other would-be members of the Young’s community. This was the first time that paid media activity of this kind had been used to boost the brand’s birthday celebrations, and we were excited to be given the opportunity to grow the community at a significantly increased rate when compared to regular organic growth.


Paid media campaigns conducted through Facebook allow for users to be targeted based on their interests as ascertained through their behaviour within the platform. This allowed us to structure and carry out a tightly targeted campaign, serving ads that both functioned as offer redemption mediums as well as page like accumulators to an audience we knew would want to hear what we had to say – have one on us! We targeted users who had displayed a proven interest in pub culture and real ale, with the goal of linking the online campaign directly to the pub culture, and drove ale fans of all ages into their local Young’s pub for the duration of the campaign.

The campaign was a great success, with the Young’s Facebook community nearly doubling in size in less than a week. We learned a lot about our new audience, and made some serious headway in connecting the brand to a younger generation of ale drinkers and pub goers.

Despite the campaign now being over I’d highly recommend any of the beers that Young’s has to offer. Starting in November, and for a limited time only, you can even get yourself a pint of the famed Christmas Ale!

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Humans V Chatbots: The Modern Customer Journey
Happy Social Media Day!
Facebook got me feeling like….
Case Study – Young’s Beers – 184 Years of Tasty Brewing