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Category : Social Media Marketing

By Sophie Edwards

Have You Bean An Advertising Influencer?

This blog discusses the link between a Magic Bean and trending content on social media… Yes, I am aware this sounds outrageous!

The book Tipping Point (Malcolm Gladwell) is a good place to start when thinking about influencers. Clark shoe shop were about to stop a brand of shoe being produced due to it not selling, until an unknown influencer (let’s call him John Smith) was seen wearing them. John Smith made them edgy, fashionable and a must have. Sales boomed. Clarks could never have predicted this change, they were about to discontinue – but then had to increase production. The same is true within advertising, no one is able to predict what is going to be a trending piece of content, so the only way to be prepared – is to be adaptable, quick on your toes and continue producing relevant content.  By looking at different scales of this form of advertising/ marketing we can look at why a brand needs to interact with trends.

Carl (The Magic Bean), started life in a small tin (2 inches wide and 4 inches high). Carl didn’t fill anyone in the PPC team, including myself, with excitement or hope that he would even grow (as I’m sure a lot of content posted on social media also does). Yet, after 7 days of no movement – we had take off! Although on a smaller scale than trending content.. Carl has become an office phenomenon! It isn’t just his unpredictable growing patterns that are captivating.. but also his adaptability to his PPC environment (image below).

 

 

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By Zoe Harrison

Responding to the earthquake in Nepal: Facebook shows us how it’s done

Social media is widely viewed as a means of lightweight entertainment or a casual way to connect with friends but last weekend it caught my eye for a different reason. After the terrible earthquake in Nepal, I’m sure many of you were left concerned for loved ones travelling the surrounding area and you may have received a notification letting you know that they’re safe. I did, and I thought to myself, ‘what a constructive way of utilising Facebook’s vast database’. It just shows, social media doesn’t have to be all shameless selfies and cute cat memes, good one Facebook!

So how does it work?

If it looks like you may be near a natural disaster, Facebook will ask if you’re safe. If you’re OK, all you have to do is tap the “I’m Safe” button to let friends and loved ones know right away. As I discovered, Facebook will let you know when friends say they’re safe. You can also check a list of friends who may be affected by the disaster. Such a simple mechanic that makes it so easy for people to let everyone know they’re safe with a click of a button.

Like all great ideas, this function came about organically. During the Japan earthquake and tsunami in 2011 Facebook noticed how reliant the affected became on social media and decided to develop an easier way for people to use the social channel to let their loved ones know they’re ok. They stated: “During that crisis, we saw how people used technology and social media to stay connected with those they cared about.”

You may also have noticed a “Donate Now” button appear at the top of your newsfeed. This function gives users the option to donate £10, £25, £50, £100 or a custom amount. They’ve also pledged to support relief efforts by donating a further $2 million on top of any money raised. All proceeds will go to International Medical Corps, which is operating mobile medical units to treat the critically wounded and dispense medicine.

In a recent blog post, Facebook stated: “By offering tools to help people donate to support those in the affected areas and check on loved ones, we’re hopeful that together we can promote safety and help urgent resources reach those who need them.”

So here’s to you Facebook! It’s a great to see a powerful, multinational company lead by example, so let’s all follow and help those who have been effected by this terrible disaster.

By Simon Jenkins

We are live… please don’t swear!


On Wednesday March 25th, I went along to #TwitterStrories at Camden’s Roundhouse. Formally Twitter4Brands, this (near enough) annual event is a celebration of the platform’s creativity, innovation and application. As we’ve come to expect with Twitter, the event is remarkably slick with a varied lineup of speakers from Twitter itself as well as brands and users all interspersed with short videos highlighting some amazing uses of the channel from across the world.

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By Zoe Harrison

Eastside Educational Trust and Tug- Encouraging young Londoners digital futures.

This December, Tug has joined heads with a great organisation called Eastside Educational Trust. Our main aim is to provide our digital expertise and reach out to young men and women who are interested in our sector, hopefully encouraging them to choose digital as a professional path in the future.

In a nutshell, the Eastside Educational Trust support young students in London, ‘helping them develop their potential, share their talents and enrich their lives’. They focus particularly on helping kids that haven’t been given the opportunities that others may have and also reach out to those with educational needs and learning disabilities.

The variety of projects has been tremendous. From politically based activities to creative production master classes. They are network partners of the Adobe Youth Voices global programme which encourages young people’s creative confidence using advanced digital media tools and tested storytelling techniques. They support thousands of teachers and educators around London, training them in the latest Adobe software. Through this, Eastside Educational trust helped three young Londoners win Adobe Creativity scholarships which support the cost of their university tuition fees.

The trust also supports the BFI film academy, which gave young people the opportunity to experience CS6 Adobe Premier Pro, the latest in video editing software. These sorts of master classes open up new opportunities for their participants, giving them a chance to experience highly rewarding creative and digital industries and hopefully setting up goals for their future.

2014 marked Eastside’s 20th year. This was recognised with a reception at the House of Lords, co-hosted by patron Baroness Bonham-Carter. These sorts of honours truly reflect how successful and important this organisation is.

At Tug, we want to contribute to this worthy cause. Our first act is to donate iPads to the trust, giving access to technologies to those who wouldn’t normally have the opportunity. It will also give them a chance to develop valuable digital skills.

For every new like we receive on our Facebook page, we’ll put £1 towards the iPad fund. You never know, you may be contributing towards developing a talented next generation for your company!

So please like our Facebook page, https://www.facebook.com/TugAgency and if you’re interested in finding out more about Eastside Educational Trust check out their website: http://www.eastside.org.uk/

By Zoe Harrison

The Importance of creativity within Social Media, as proved by LEGO

 

Last night I attended a talk from Lego’s Social Media global director Lars Silberbauer. LEGO’s social media pages are both famously successful and highly creative thus proving why creativity is so important when talking to the consumer through social media.

The foundation of LEGO’s success is their aim to ‘build’ relationships with their audience rather than use social media as a simple platform to sell their product.

LEGO bases all campaigns on two fundamental pillars which, at a base level, are inspired by the customer’s themselves:

#1 Build together. This pillar emulates the theory of collaboration perfectly, a concept that has gone hand in hand with creativity for hundreds of years. To collaborate is to open up the potential for new ideas.

#2 Pride of creation. A product of Creativity is the desire to share one’s work and take ownership of it. Social Media, at its core, satisfies the creative human’s need to share in an accessible and rewarding way.

LEGO have strived to encourage and reward consumers’ creativity with imaginative campaigns such as their Facebook ideas app. Followers were asked to pitch their ideas with the opportunity for their designs to be produced and sold in stores. This hands the power over the followers, building their loyalty, making them feel valued and proud to be a part of the brand.

Compared to above the line campaigns, social media is still a pretty fresh concept. Brands are less inclined to put large portions of budget behind a social media campaign. It could be argued, in this case, to create a successful and engaging social media campaign one would have to rely more heavily on pure imagination. Lars stated: “Don’t invest money… invest yourself!” According to him, it’s apparent when thought has gone into a campaign compared to when shortcuts have been made; an audience recognises this and will respond more positively to a well thought out concept.

LEGO put this theory to the test wither their $100 campaign. They created a character called ‘George’, asking followers to build and snap him in front of famous landmarks all around the world. This not only provided LEGO with amazing, shareable content but encouraged people to engage with the brand and be creative.

LEGO is lucky in the sense that the product, by nature, encourages and thrives on creativity. However, it is LEGO’s job to harness and amplify this creativity through social media so as to reflect their product in a true and positive light.

If less creative brands were to take LEGO’s attitude as an example, the social media landscape would look a lot pretty exciting and be both inspiring and engaging for the consumer.

 

By Jenny Illmann

9 SEO tips for the social media profiles of your business

Aligning on-page elements of your social media profiles with your overall content strategy is important for SEO. Google uses signals from your social media profiles for the ranking algorithm so your social media profiles need to be optimised in much of the same way as the homepage of your business. Below are some SEO tips for your social media profiles:

#1 Be careful when choosing a social media handle or name for your social media page. Assuming you own a company called ‘Smith Plumbing’, using the Twitter handle @SmithPlumbing would be a lot more efficient than @PlumbingCo because diluting your brand name and not fully displaying it would have a negative impact on the visibility of your social media profile. Brand names should be kept the same on all of your social media profiles unless the handle is taken.

#2  The ‘About’-section of your social media profile acts as a meta description. On Twitter, this is the bio section on your profile, on Facebook, it is the tagline in the ‘About’-section. Make sure it is fully visible in search results and does not get cut off. You can add keywords and hashtags in this section  but less is more, do not overdo this. An example of a cut-off Twitter bio can be found below:

 

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By Tug

Ad of the Week: the Johnnie Walker & Mr Porter Partnership

To all ‘fashionistos’ and whisky admirers, you’re in for a treat.

‘The gentleman’s wager’ is the new ad for Johnnie Walker Blue Label; which is produced from rare casks of whiskies from across Scotland). The ad combines a renowned casting – Jude Law and Giancarlo Giannini – in picturesque scenery with the finishing touch being beautiful garments from Mr Porter, an exclusive online retailer.

Video and Ecommerce combined

We cannot express it enough; video content has becomes a crucial element in marketing, which can be distributed via different platforms (YouTube, Vine, Instagram, Google+, etc…).

This YouTube video below promotes both Johnnie Walker whiskey and Mr Porter with a particular twist. By clicking on the video, you’re redirected straight to the Mr Porter ‘Shop the Look’ page, and see all the clothes and accessories worn by the actors of the video.

Sometimes, I wish I could do that on my TV… (Or not!)   Read more

By Alyssa James

72 Takeaways from the Content Marketing Show 2014

We had a great day spent at the Content Marketing Show put on by Rough Agenda – the folks behind Brighton SEO. It was my second time at the event while my colleagues Verena and Carlo were there for the first time. They were quite pleased with the event and I felt like it held up to the standards of the previous conference.

If we were to distil the day of learning at the Content Marketing Show into three points they would be: Strategy is King, Storytelling is Key, and It’s All About Data.

We came away with one take home point for every hour of the next three days. Enjoy!

Can a brand ever truly be social?

 

Stephen Waddington (@wadds) from Ketchum PR did a great job of showing the different social media personalities by relating them to the type of people you meet at a party. He also used a very personal story to show us how to be brave and vulnerable on social media.

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By Alastair Steele

Brand New Foursquare, coming to a Smartphone near you!

As a loyal Foursquare user with over 5,000 check-ins under my belt, I have been through a lot with the location based social network and local search app.

But it’s not just the heated battles to be mayor of the office, or the competitions with strangers to be mayor of the local pub; Foursquare has given me so much over the years. I can always rely on Foursquare to find me somewhere to go, from discovering new places to go in my local area, or popular suggestions when I am in a new city.

I especially like the anniversary compliments given out by the app. “Four years ago today you joined Foursquare and you still look just as beautiful as the day we met.” Awwww shucks, thanks Foursquare.

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Responding to the earthquake in Nepal: Facebook shows us how it’s done
What a Twitter redesign tells us about their future
We are live… please don’t swear!