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Category : Social Media Marketing

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!

By Simon Jenkins

Social Media Week London: the data


It’s that time of year again where thousands of people descend on central London for Social Media Week. I made a personal stand not to attend this year’s events as I wanted to track the whole thing via… well… social media.

I began pulling data on certain hashtags used throughout the event around one week ago. So, rather than fighting my way through crowds of skinny jeans and Ray Bans, my skinny jeans, Ray Bans and I can consume this content from the comfort of my own home… or office.

Sessions began on Tuesday (15th September) and #SMWLDN has already seen over 12,000 Tweets dedicated to it. That’s a pretty decent amount of Tweets being published right? Let’s bear in mind that these 12,000 Tweets were produced by 3,193 people, so as expected, we’re seeing the same people Tweet multiple times with only 67% coming from mobile. This is in part due to journalists publishing content from laptops.

Through my data I’m able to see what the big talking points are. That’s pretty handy given the fact that every year I sacrifice one session to go to another only to find out that the one I missed was the greatest and most insightful hour in the history of humanity.

So, what are people chatting about?

Pinterest. Yep, you heard me, Pinterest. It appears a session given by Zoe Pearson (@Convo_Pieces) got the fingers tapping as the audience rushed to Tweet that Pinterest now receives 80% of visitors through mobile. As a slight caveat, mobile becomes a bigger part of SMWLDN every year. It’s not to be overlooked though is it? It’s a big point. If mobile consumption continue to rise, that totally effects the execution of our strategies from a format, content, search and media point of view. Zoe also told us that two thirds of pins actually come from brands.

It’s always interesting to see which platforms and publishers get tongues wagging at social media events. With thousands of social professionals walking through the door aiming to find that latest piece of insight to take back into their office, these conferences can actually help to shape the future of the industry.

To that point, it’s interesting to see that SMWLDN’s opening day saw over 600 people talking about Buzzfeed. Buzzfeed’s Director of Brand Partnership’s, Jonathan Davies, is giving a master class (as I type this very article) about how to speak the language of emojis. I know right. I hate to say it but it’s quite a timely talk. Over the past few months, brands have had to make a decision whether or not to include emojis in their tone of voice.

“All the kids are using them”

“Are we ‘cool’ enough to do that”?

“Why would we ever need to Tweet an Aubergine”?

Taking it to its upper limit, Chevrolet’s media release for their new model, ‘the Cruz’ was ‘written’ entirely in emojis. Decipher this one kids:

Nope, me neither.

Looking through more data led me down a fairly strange route. One of the most commonly used words was ‘science’. Not exactly the first thing you associate with the skinny jean brigade. However, looking into this, you discover that (in my opinion) for the first time during SMWLDN brands are getting heavily involved. Particularly, the National Gallery.

We know from previous events hosted by Twitter they have a strong relationship with not just the National Gallery, but a good number of UK museums. Ultimately, this was born out of there Museum Week initiative which encourages these attractions to give a behind the scenes glimpse into their activity and exhibitions through Twitter. This is pretty refreshing. When agencies and freelancers dominate the conversation, you usually end up with very opinionated content surrounding the event, but seeing brands leveraging the activity is great to see.

Finally, two of the most commonly Tweeted words during the opening day of SMWLDN are ‘people’ and ‘Periscope’. I couldn’t have put it better myself; two big areas in social media at the moment.

People. I’m not going to bore you with the standard gubbins about the importance of people on social, but what I will say is there needs to be a bigger focus on ‘the person’. People is a collective term and for far too long, brands have been focusing on people / audience as a collective term rather than the individuals that make up that group. We’ve even began trying to plot the total audience of our clients on a map to begin to see the location of individuals across different geographical segments; how do users in the North differ form those in the South? Do their passion points change? Different users engage with content and messaging in different ways. You can’t win them all every time, but you can continually evaluate available data to assess what worked well, where and with who.

Periscope. Rather than focusing singularly on the tool, the concept of Periscope is an interesting one.; one which I feel is a major area at the moment. There is an increasing demand for content on the move; content that can be consumed at any time with little effort on the behalf of the user – immediately accessible content. That’s exactly what these tools are providing, instant content. For years, we’ve spent hours building content calendars and planning creative, but are we on the verge of moving towards the mindset of a publication like Buzzfeed or The Economist’s Espresso App? Providing users with relevant, real-time content at mass volume?

By Brooklyn Doran

Collaborative Hustling for Musicians in the Social Media Age

The original version of this post was originally published on Sonicbids in 2014.
Brooklyn Doran is a digital executive at Tug Agency and a folk-musician based in Toronto, Ontario whose music is available worldwide via www.brooklyndoran.com

Let’s face it. We All know the hustle. Sometimes we find ourselves trying to market our music more than we actually have the opportunity to play it! If a tree falls in a forest, does it make a sound? If we shout into the Twitter void, does anyone see it if we don’t have followers?

Social Media is becoming one of the leading platforms for fans to engage with artists, and because of our ability to directly connect with fans and other artists, tools like Instagram, Facebook and Twitter have become important vehicles to launch emerging artists and be able to reach people beyond our immediate social networks.

With tools such as Facebook, Twitter and Instagram becoming more and more integrated into the fabric of society, as musicians, we are able to use these tools to promote our music- not only locally, but also on a global scale- making it easier and easier to get our tracks listened to. We create a direct link into our lives as artists, to see what we are working on, and to be kept up to date on their touring, recorded work etc.

However, we are also in the age of “ME” in which News Feeds are saturated by bands all doing the same thing. “Come see my show!” “Look at my new video!” “Check us out on Bandcamp!” So… how do we make this work? How do we fight Facebook algorithms and trending hashtags to be seen by our intended audiences but while also not taking away from the work of our fellow artists?


What is that? It involves teaming up with other musicians and artists to not only promote your work but the work of others in the music community. The more creative you are in using these platforms, the more attention you will garner!

It’s simple. Band A shouts out Band B. Band B shouts out Band A. Both band A and B reach a larger market by hyping each other instead of just themselves.

Think about it! If we team together, all of our News Feeds will be filled with more love for bands and less “Look at me! Come to my show!” How refreshing is that?



Do you want more “Likes”, more download of your album, more views to your website, or more people coming out to your shows? You can definitely achieve ALL of these things through social media promotion and collaborative hustling, but identifying the one you want most, will help you think of the most creative ideas to achieve your goals.
Identify what artists are similar to you. Make sure the musicians and bands you have decided to work with have a similar ideology about music and the world. Once you start working with someone, you become associated with them- and therefore if they get into trouble, it reflects poorly on you.
People you’ve shared the stage with, people who’ve commented on your Soundcloud links, artists who’ve been reviewed alongside you on blogs. Try to extend your reach beyond your current social networks and find yourself with fans from all over the place, geographically!
Holding contests over Facebook, Instagram or Twitter- is an exceptional way to get organic “likes”. I know that most of us musicians are too poor to target paid likes through Facebook- and nowadays without “Boosting” your posts, it seems like some of your posts won’t even reach a fraction of your fanbase!

Teaming up with artists for a contest is a great way to achieve likes organically, because what you are doing is creating a larger network of fans by pooling all of your online reach. It all results in more clicks, which means more views.

In order to make it as a musician, there are a lot of people and organizations that are eager to lend a hand to show you support. I’ve had web-series and theatre companies willing to use my music, session musicians and producers willing to record for free, and filmmakers and local businesses sponsoring my video. I am absolutely floored by the kindness of people!
If you are offering something special or unique to businesses, artists, filmmakers etc. they are more likely to shout you out, or help you out later. What is important is creating a partnership as opposed to just asking for favors. A partnership could involve you posting about that local business, fashion line etc. online and using their hashtags without there being any direct return from those posts. The name of the game is, be a nice person, and experience those people’s niceness back. I am an avid supporter of local business, and because I’ve bought their products in the past, and they’ve seen my face, they are more likely to donate time in their venues, clothing, jewelry etc. to my shows and videos because they feel comfortable and know that I will promote them back, use their logo etc.
I know that as a musician, I tend to surround myself with other musicians almost exclusively. However, the people who are really going to do something for you is non-musicians. People who rarely post about music or shows get more attention when they do, because they haven’t oversaturated people with invites, recommendations etc. Playing shows in non-traditional spaces, like office buildings, retail establishments etc. is a great way or organically target people who you might not necessarily find in the “music scene” or at all of the regular haunts you may be playing!

Offering discounts to Arts workers, childcare workers, volunteer firefighters,  etc. and creating a theme that supports these people and shouts out what they do makes these people feel great about themselves, and in turn they’ll be more receptive to your music. (Just make sure to pick a theme that gels well with your music).

Recently a good friend of mine held a “Twin Peaks” themed show that invited audience members to dress up “Twin Peaks” style and had a successful event because they pulled in not only their own fans, but fans of that show.
In the end, creating an online community for your work is pivotal for creating grassroots momentum around your work. You’ll feel good that you’re helping out others AND you’ll feel good because more people will be listening to your tunes. And isn’t that the point, after all?

By Naomi Young

All New Insta-Ads!

Tug is now able to advertise on Instagram! As the development uses the existing Facebook Business Manager to create, target, monitor and measure campaigns, it means that it is easier for small and large businesses to buy ads on the platform. So for us at Tug, this creates exciting opportunities to advertise our clients in a new way, on Instagram.

This expanded offering allows action-oriented formats and is currently limited to two objectives: click to website and mobile app installs. The ads will have a specific call to action button linking offsite.


  Read more

By Zoe Harrison

Pinterest: Not just a social network, it’s a “Catalogue of Ideas”

Social networks are undoubtedly a huge part of many people’s lives, a way to connect with others, share experiences and organise our hectic lives. Pinterest definitely covers all these bases and a little more…

Founder and CEO Ben Silbermann describes Pinterest as a “catalogue of ideas”, a tool to discover and inspire.

At the Fortune Brainstorm Tech conference in Aspen, Colorado he stated:

There are recipes to cook, there are products to buy, there are places to visit. And we figure our job is taking this huge catalogue of ideas – there are 50 billion pins – and to show you the right ones at the right time. And I think that’s a different thing than a social network.

Now valued at $11 billion, Pinterest is the go to website for creatives. I myself do a lot of design work for our clients and use Pinterest almost daily as a source of inspiration. It’s a fantastic way to visually map out ideas whilst discovering other talented, like-minded creatives.

Pinterest recently strengthened its ties with the advertising industry by introducing ‘promoted pins’ and adding a ‘buy button’, meaning users can purchase products without leaving the website.

According to Silbermann these new additions have been extremely well received:

That speaks to the fact that the motivation between a person who is there to discover something they love and an advertiser who is there to have their product discovered are very closely aligned.

Simon Jenkins, our Social Media Director here at Tug agrees:

I think other platforms (Facebook, Instagram etc.) will be looking at this move into native commerce with a keen eye. Let’s not beat around the bush; since the platforms have successfully opened up to advertisers, the next biggest challenge is to offer those advertisers an e-commerce platform. The main benefit of on-platform purchasing for users is the ease in customer journey. If Social channels and their functionality can prevent users from opening new windows / applications, then we can expect to see advertisers make full use of this. Think about it from the seller’s / advertiser’s point of view. There are fantastic targeting capabilities through Social channels allowing sellers to hit the right audiences, on the right devices. If a potential purchase is just one click away, we’re on the verge of witnessing the next phase in the Social (Media) revolution.

If you look at very recent advancements in technology (namely something like Apple Pay) you can see a trend towards ‘ease & accessibility’. The phrase ‘disruptive’ technology is a little misleading. Whilst it may ‘disrupt’ the market as a whole, it’s anything but disruptive to our lives; it makes them easier. That’s what’s happening to Social Media. New functionality, partnerships and indeed devices are aiming to make our lives easier… and generate revenue along the way!

By David Brooks

The Day Reddit Went Dark

Being a keen redditor, I was shocked this morning when I logged into Reddit to check my daily subs and the majority were set to private. It turns out overnight a large number of subreddits have gone into meltdown following the release of a Reddit member of staff named Victoria Taylor. Victoria was officially known as the company’s head of communications, but she was also in charge of the popular Reddit culture of AMA’s (ask me anything). Part of Victoria’s every day job was to organise and effectively manage these AMA’s, with the release however there was noone left to manage or support the subreddits who regularly host AMA’s. This has understandably upset a large number of subreddit admins and has resulted in a good number effectively going offline by going into private mode. A number of the largest subreddits who have gone offline include /r/askreddit, /r/gaming, /r/pics and /r/science.

The first subreddit to go offline was /r/IAMA, an admin of the subreddit named karmanaut explained their reason for going offline:

The admins didn’t realize how much we rely on Victoria. Part of it is proof, of course: we know it’s legitimate when she’s sitting right there next to the person and can make them provide proof. We’ve had situations where agents or others have tried to do an AMA as their client, and Victoria shut that shit down immediately. We can’t do that anymore.

Part of it is also that Victoria is an essential lifeline of communication. When something goes wrong in an AMA, we can call and get it fixed immediately. Otherwise, we have to resort to desperately try messaging the person via Reddit…Part of it is also organization. The vast majority of scheduling requests go through her and she ensures that we have all of the standard information that we need ahead of time (date, time, proof, description, etc.) and makes it easier for the teams that set up AMAs on both ends. She ensures that things will go well and that the person understands what /r/IAMA is and what is expected of them. Without her filling this role, we will be utterly overwhelmed.

Reddit or Victoria are yet to make an official comment but this is sure to have been a shock to the system!

By Brooklyn Doran

10 Things Every Blogger Needs To Start Getting Paid to Post

Here at Tug Agency, we outreach to a variety of bloggers/vloggers to increase brand awareness for our clients as well as to boost SEO and social media statistics. Blogs are an excellent tool, because they link potential customers directly with an experience or opinion about the product, attraction or brand. I know for myself that I’d be much more willing to buy a product based on a blogger’s review, than from just viewing an advertisement. Bloggers are often sponsored through free product or through paid postings to promote a product or host a contest from their sites. In exchange the company or brand often links to those blogs or reposts their content on social media- which in turn generates traffic back towards the blog. It’s a win-win situation for all- however, because of the volume of blogs out there, it is often harder for an emerging blogger to be seen by the agencies that provide free tickets, product etc. in exchange for a review.

Here are some tips that you can use to help optimize your blog so that you can start getting paid to post:

Social Media Followers

Most agencies that approach bloggers with product use a social listening tool to identify who to look into contacting. We usually begin by contacting bloggers & social influencers who have the highest follower counts across all platforms. Make sure you have a Facebook Page, Twitter, and Instagram to link back to your blog or YouTube channel. Connecting with other bloggers and using hashtags relevant to your content can help you gain more followers.

Regular Content

We want to see that you are posting regularly. This doesn’t mean that you need to be posting daily, or even weekly; but if we see that you haven’t posted in several months, we usually assume your account is inactive and take you off of our contact lists.

Contact Info

If you are interested in receiving tickets to exclusive events, products etc. it is important that your contact information is easily accessible. Instead of including a contact form on a separate page from your homepage, include your email address as text along the side bar of your homepage and within your posts. The less time an agency spends looking for your contact information, the greater the chance you will be contacted.

If you have a YouTube channel, make sure to include your contact information in the description bar of each video as well as in the “about” section of your channel.

Social Buttons

Make it easy for us to find all of your social media accounts in one place. That way all we have to do is click to see how active you are on each channel and how many followers you have. Including social buttons on your site can help do this, especially because the visuals are easier to find than a text link.

Buzzwords in Twitter Description

Social listening tools also help identify you via your Twitter description. If you are a beauty blogger include “beauty blogger” in your social media descriptions. Make sure to use keywords that reflect the content you are writing about. If you are a music blogger and want to be contacted by artists, management or PR teams, you must include the word “music” and “blogger” in your descriptions so that you are more easily searchable online.

High Quality Images

We live in a visual world, and clients now not only want to see text reviews, but they are interested in high quality images of their events, products etc. that they can use to further push their brand. If you end up taking an exceptional photograph, the brand may choose to use it in their marketing campaigns and link back to your site; driving additional traffic back to you.


Hosting contests or giveaways is an excellent way to drive more traffic to your site. If you are contacted to be sent items to be reviewed, it doesn’t hurt to ask if you could be send additional product to host a giveaway for your audience. At worst they’ll say “no” and at best they’ll applaud your for your initiative and keep you in mind when they have something else to send.

Shareable, Engaging Content

It is important for your content to be sharable. The ultimate goal for most clients is to increase brand awareness as much as possible, so asking questions and encouraging comments, likes and shares is ideal. Creating a conversation around your posting tells marketers that you are engaging and that working with you is positive. Campaign success is often measured through “impressions” meaning the amount of people who have seen your content. Engaging with the content is more valuable than just seeing it. Bloggers & social influencers who have the most engagement tend to be the ones who are paid to post.

Link-backs (Direct Links to The Products You’re Pushing)

When talking about a brand you’ve been contacted to review or post about, linking directly to the website of that brand or using their campaign hashtag makes your posts easier to track and measure for the companies you are working with. Because your post is easier to track, the teams will be more likely to retweet or share your content from the brand’s page.


Honesty is important. Many blogs post disclaimers stating that if they do not like a product they will not review it, or that they only post honest reviews. These disclaimers also state that they will write within the blog that they have been sent the product for free or have been paid. In some countries this is a requirement so please check with the regulations in your country before posting. Generally speaking though, your audience is smart. They will know if you are speaking positively about products that you might not like, and you will have less authority as a blogger if you lie in a review. Brands love to hear positive reviews and tend to post them on their own sites and social channels, but critiques of their product are also important for brand development and are very useful for these brands to hear about.

In conclusion, this is by no means a complete list. These are just some ideas that might help you leverage yourself and your content so that you are more visible to the companies who contact bloggers, vloggers and social influencers with product and paid postings.

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Facebook got me feeling like….
Case Study – Young’s Beers – 184 Years of Tasty Brewing
Social Media Week London: the data
Collaborative Hustling for Musicians in the Social Media Age
Pinterest: Not just a social network, it’s a “Catalogue of Ideas”
The Day Reddit Went Dark
10 Things Every Blogger Needs To Start Getting Paid to Post