Community Management

KLM tops league table of most popular travel brands on social

As we all know, social media success should never be benchmarked purely on the number of fans and followers that you have.

But that doesn’t mean that it’s not fun to sometimes line up a load of brands and judge them based on their popularity among consumers.

We’ve done it before with fashion retailers, and this time it’s the turn of travel companies and airlines.

It turns out that Dutch airline KLM is the most consistent brand across the board, coming first, second, third and fourth on Facebook, Twitter, Google+ and Pinterest respectively. It’s also the only travel company to feature in each top 10.

trends

Digital marketing and ecommerce trends for 2014 by Econsultancy CEO Ashley Friedlein

Each year I try to give my personal thoughts on what will be interesting and important in the world of digital marketing and ecommerce for the year ahead.

These are somewhere between trends and predictions. They are based largely on the many conversations I have with industry influencers and practitioners. 

Following are just a selection of 10 trends that I’ve chosen to highlight. However, there is free report to download and share which is over 40 pages long and covers all of my trends and predictions for 2014 across the 10 core digital topics that Econsultancy cover. 

Eight NFL teams getting creative with Twitter’s Vine

Since launching last year Vine has become a firm favourite at Econsultancy as it allows brands to create some really creative content.

However the app also presents a challenge for marketers, as it can be difficult to come up with entertaining and shareable ideas that fit perfectly into the six-second format.

Brands that base their marketing activities around live events obviously have a natural advantage in this respect as there’s always something to point a camera at to capture some behind-the-scenes footage.

I’ve previously highlighted several fashion brands that have begun to use Vine as part of their social marketing, but professional sports are another obvious example of an industry that should be experimenting with the six-second videos.

Top of the social Premier League: Arsenal, Man U, Liverpool & Spurs

Arsenal are apparently the most talked about Premier League team on social media, followed by Manchester United, Liverpool, and Tottenham.

The rankings were calculated by RadiumOne based on the number of stories shared about each team on popular sports news websites, combined with how effectively each club has been interacting with its fans in the 30 days leading up to the 20th game of the season.

Personally I’m just pleased to see Spurs back in the top four, but it’s also worth investigating further to assess how each club approaches social media.

As such, here’s a quick look the Twitter feeds of the four clubs that top RadiumOne’s rankings. And for more information on this topic, read Ben Davis’ in-depth post detailing Manchester United’s strategy on Facebook, Twitter, Google+ and Sina Weibo…

Four ways to increase social engagement in the New Year

Driving quality engagement with your social audience increases loyalty and more effectively guides consumers down the path to purchase.

As such, marketers must place a premium on fostering social relationships that add tangible value and incentives to the customer experience.

But how can marketers identify the most effective ways to break through the flood of status updates, tweets, pins, and posts?

Read on for four strategies that marketers can integrate in 2014 to make sure social conversations with your audience hit the mark.

Adidas’ Twitter feed shows that agile marketing isn’t always off the cuff

The Oreo super bowl ad is often held up to be the perfect example of agile marketing in action.

In truth there have been a number of similarly effective and timely tweets from brands but Oreo grabs all the plaudits for some reason, probably due to the fact that it coincided with one of the world’s biggest sporting events.

Adidas is one example of a brand that consistently produces effective marketing tweets that give the impression of being off the cuff and reactive to events, even though they were clearly planned ahead of time.

For example, just last night Adidas’ UK marketing team tweeted an image congratulating Andy Murray on winning the prestigious BBC Sports Personality of the Year award.

Next and Argos provide best social customer service among multichannel retailers

Brands no longer have an option over whether or not they provide social customer service as consumer demand dictates that complaints and queries are at least acknowledged even if they are ultimately dealt with via a different (less public) channel.

A new study by IMGroup found that fashion retailer Next currently provides the best overall social customer service among brick-and-mortar retailers, followed by Argos and Marks & Spencer.

Next was the top performer on Facebook and the second best on Twitter, which are the two channels most commonly used for social customer service.

All of the retailers in the report had a Twitter presence, with seven of them operating a dedicated customer service feed. Only Superdrug and Boots do not use Twitter for customer service or complaint handling.

Seven Twitter Q&As and the lessons that can be learned

Twitter Q&As are like London buses – you wait ages for one then 100 come along at once. At least I think that’s how it goes?

In recent months brand marketers must have been busy convincing prominent members of staff to make themselves available on social media, as it seems every day someone else is answering questions via a hashtag.

The main benefit of these Q&As is PR, as the likelihood is that a huge number of trolls will try to ruin the exchange and inadvertently get it trending.

It tends to be the preserve of pointless celebrities and footballers, however every now and then someone of genuine interest agrees to get involved.

This roundup includes seven Twitter Q&As that proved to be useful for one reason or another…

Seven interesting social media campaigns from November

As we approach the end of the penultimate month of 2013 it’s time to round up some of the most interesting and noteworthy social campaigns we’ve seen in the past 30 days or so.

This time it includes efforts from MTV, Red Bull, Manchester City, Sony and ASOS.

If you’ve spotted any other decent social campaigns in November please flag them up in the comments…

Three content strategies from the charity sector

Online giving is growing, and year-on-year the role social media plays in fundraising and marketing increases. 

Online, particularly social, is already important, with 47% of Americans learning about a particular cause via an online channel. 

Trevor Neilson of the Global Philanthropy Group states, “in the next two years, social media will become the primary way that Americans give money to charity.” 

So with online proving so important, who is doing what with content online in the charity sector? Here are three organisations with quite different approaches, detailed in Aegis Media and Social Misfits Media’s new guide to social and content for charities. 

Mobile and the arts: where to start?

For some arts organisations, the array of platforms and devices in digital is bewildering.

For small organisations, perhaps a theatre group, how is awareness and ultimately ticket sales to be improved? Beyond this, the prospect of actually engaging and collaborating via digital media can be daunting or perhaps feel like a pipe dream.

And for large arts organisations, how easy is it to compete with big brands, or big online-first non-profits such as the Khan Academy, when it comes to education and engagement online? Is a multi-pronged mobile strategy, featuring a number of apps and a responsive website, the best approach?

Lots of questions! In this post I’m framing a talk I gave for IT4ARTS last week, at the Barbican. I’ve given some background and fleshed out the challenge for the arts, in digital and on mobile.

I’ve also reviewed a number of mobile apps, looking in particular at the Tate, and there are also some references and jumping-off points to talks by those working and innovating at museums and galleries.

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