Don’t tweet lies – strategise

Is your company using digital platforms such as Facebook, Twitter and Instagram in order to reel in more interest in your product or service?

They are? Ok. Now ask yourself, is your company using digital platforms effectively?

‘Digital strategy’ can be summarised in seven words – “achieving marketing objectives through applying digital technologies” (Chaffey and Ellis-Chadwick, 2012). Seven words can also be – “Did you see that video on Facebook?” or “Just found the cutest bedsheets on pinterest!” – So A LOT can happen in seven words.

You may be applying these ‘digital technologies’ and clicking send on an aimless Facebook status, but what you want to be doing is ‘achieving marketing objectives’ by doing so. And to achieve marketing objectives, you need to create them through a well thought out strategic plan! This blog will help show you the benefits of developing your own digital strategic plan for your business – big or small.

What does ‘Digital’ include?

Since the creation of the first website in 1989, the digital world has been expanding to include more than just websites. Today you can advertise your business through SEO, email marketing, social media (Facebook, Twitter, Instagram, and Pinterest etc.), online video content (YouTube), pay-per-click advertising and mobile marketing.

You might have a sound marketing strategy for your physical business, but when it comes to connecting to your target audience on a digital level, you need to know which of these platforms are applicable and which you can utilise in order to build your brand and boost your revenue on a digital scale.

The benefits of going digital are endless….

It is now easier to satisfy customers with an easy to use website, promotional messages that work and are coherent with the rest of your social media and a quicker response time for customer service via messaging.  This can be an amazing way to boost your brand image, creating personal and intriguing content that will entice customers to purchase and repurchase from your business – for example video content has the power to go viral with the click of the ‘share’ button, all you have to do is be creative.

Tip:  With Instagram now introducing a ‘shop now’ feature without the user actually having to leave the app, it is those online retail companies with formidable strategic digital plans who will respond first to this opportunity and increase their online presence further whilst also up-selling their products.

With the help of tools such as Google Analytics, it is now easier to track and monitor your website statistics. This is an easy to use tool that can help you interpret data, transform it into tangible information and increase your awareness of your target audience.

Tip:  Ask your customers to subscribe to promotional emails when they purchase an item from you. This can further your revenue through repurchase whilst gently increasing awareness of your brand.

BUT you need to be careful too!

In the modern age, not just the basic needs of the customer need to be satisfied, but there are numerous extras that are expected from a company’s online website. The ease of use, performance and presentation are all considered when a website is launched, and these are inadvertently judged by those using it.

Be creative, but be coherent. Your website can’t have any broken links, as no one wants to go to the effort of clicking something (exhausting, I know!) to be disappointed with a webpage that doesn’t work. Even worse, for a webpage that doesn’t include the information they clicked on.

Lastly, the reputation of your brand is dependent on the reviews customers give the company – whether by word of mouth or online. Both have the potential to be damaging if they are stories of poor quality, customer service or of a bad experience. A good recommendation by an individual with a strong following on Facebook or Twitter could make or break your business – use this as an opportunity for celebrity endorsement of your product in order to boost your reputation, but make sure they like your product/service first!

Let’s look at Missguided for example

Innovation is at the heart of Missguided’s solid digital strategic plan. They realise that their targeted value market sector – “the determined dreamer, stylish professional and cautious creative” all have strong online presences. They took advantage of this. The aim of their 2015 Executive Summary was to ‘elevate the brands positioning, increase sales and endorse the brands core values and messages’. Instead of their marketing team posting aimless status’ and tweets, they filled the consumer with meaningful content which helped improved the image of Missguided.

Their marketing primarily focuses on competitions, celebrity endorsements, guerrilla marketing, web advertising and a cohesive social media campaign. Building the brand’s personality through informal and fun interactions on social media has been a key part of Missguided’s strategy creating a fun, quirky, youthful and above all – affordable – alternative to the online retail experience.

Most importantly, Missguided realise the need for an integrated strategy for both their digital and physical markets, resulting in both components complimenting each other. For example, their Facebook offered a competition to win two VIP tickets to their store opening in Manchester, they showed sneak peeks on Pinterest, Instagram and Tumblr of their new store’s interior which emulates the brand values projected on their website, and their website also featured a live countdown of the opening of the store.

Within the store itself, digital screens were used to display social media engagement, such as when someone hash tagged a photo of a new purchase, and signs which encouraged customers to follow the brand on Snapchat. Even the writing around the store – “99% unicorn” and “eat, sleep, slay” – mirrors the brand’s playful tone of voice that can be seen across its social platforms.

 

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So what can you do to develop your strategy?

PR Smith’s SOSTAC is an excellent framework for developing aims and goals stemming from a detailed situational analysis which looks at your outside and inside environment. This scan helps you get an advantage over your competitors, whilst keeping your own business focused and efficient. Alongside some of the tools mentioned above, SOSTAC will also help you monitor and control your strategy so that you know what to do if something goes wrong.

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In conclusion, don’t tweet lies – strategise!

Shannon Quinn is a 2nd year CAM student at Ulster University. She can be contacted on LinkedIn at https://uk.linkedin.com/in/shannon-quinn-556236132 and on Twitter @ShannonQuinnPR.

Social Media Crisis Management

Social Media Crisis Management

Having recently completed the dissertation aspect of my MSc qualification, it seemed timely to revisit the crux of the subject area which I explored, for the purposes of an initial blog.

My area of study focused specifically on social media crisis management, and the technicalities of proactivity, prevention and management.

I set out to analyse, collate and form information (and practical tactics) which could help businesses/organisations/public figures minimise risk and protect reputation during (and in advance of) social media crises.

As a communications consultant I work (on a daily basis) with various clients who operate within the digital sphere. Providing digital consultancy is part of my daily routine, and having worked on large scale crisis projects with commercial clients, I became fascinated by this area of communication.social-media-crisis%20image%2011

The hand of business has, in many ways been forced into the age of social media. Businesses are now well aware of the market potential within social media and, with research showing that 82% of people are more likely to trust a company which engages on social media, businesses are left with little choice but to communicate on digital platforms. Trust aside, social media is increasingly geared towards sales, thus, to avoid such a lucrative channel would be to limit market potential.

Despite the fact that social media has been growing steadily for over 10 years, my findings concluded that many businesses are (to this day) ill-equipped to deal with adverse social media situations, with many of the practices ad-hoc and reactive.

Members can comment on your brand, and there’s not much you can do about it. The marketing channel is reversed- rather than top-down, things now move from the bottom up. Now that your customers can talk back, it pays to listen to what they have to say.”

There have been countless instances of social media crises at both a local and international level, and, interestingly, “during 2016, 19% of PR crises broke on Twitter, more than Facebook (16%), YouTube (4%) and blogs (4%). Brands appear more likely to receive criticism on Twitter than they are on other social networking platforms, with users being 17% more likely to send a negative tweet than a negative Facebook post.

As noted by many voices of authority in this sphere, “a social media crisis can (in certain cases) be something that occurs offline and is then brought to social media channels, or it can begin on social media channels, and then spread.”

One notable, worldwide example of the former was with Volkswagen, when what started as a product feature, spiralled into a social media storm and created subsequent reputational damage. Volkswagen’s manner and speed of response was strongly criticised “with video apologies from respective CEOs the only posts addressing the crisis after more than a week.”

With social media, your reputation can be completely eradicated in 48 hours, so you don’t have the luxury of time that you once did to methodically put together a step-by-step process.”

To conclude, here are 5 tactical recommendations for business (more to follow in next blog)

  1. Be prepared, a social media crisis can happen at any time- audit your social media channels to ensure you are equipped
  2. Create and implement an organisational crisis policy (particularly for organisations with multiple users)
  3. Make speedy decisions on action. Consider whether to reach out publicly (in a crisis situation) or take the conversation off line, and out of the public domain
  4. Tactics like disabling or reviewing posts (via Facebook) from visitors can be a useful first step in crisis situations. Also, think about how ‘boosted’ posts can take content out of your control and place it into (for example), previously banned page users and ‘non-likers’ of page
  5. Hide/delete unwanted or dangerous comments/posts/messages where necessary

John McManus graduated from Ulster University in December 2016 with an MSc in Political Lobbying & Public Affairs. He is a consultant at Turley PR & Public Affairs in Belfast. John can be contacted on Twitter @JohnPolMcManus and on LinkedIn: https://ie.linkedin.com/in/john-mcmanus-82509a49

Destination Social Media

When does social media become more than just another trend for likes, shares and followers? Social media is revolutionising the travel and hospitality industry across the world with sites such as Instagram, Facebook and TripAdvisor, providing a platform for consumers to research their trip or to share their experiences through selfies, check-ins and reviews. It has modernised the consumer’s approach to industry, becoming big enough to encourage thousands of people all over the world to jump on a plane and boost the tourism industry.

Trip Advisor

TripAdvisor is one of the world’s largest travel sites with 475 million reviews and opinions covering 7 million businesses and properties worldwide, reaching an average of 390 million people per month. In a survey by TrustYou, 95% of respondents read reviews before booking their trip. This platform provides credible and authentic user generated content, which is changing the face of customer service, in particular how customers make complaints. Often customers voice their frustrations publicly on social media rather than deal with the hassle of phoning the company. Due to this, often complaints go ‘viral’ triggering a response from the business to address the issue.

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Instagram

At six years old, Instagram has 600+million active users monthly and 400+ million users daily. Instagram has built a community of personal users, brands and influencers who share high quality, vibrant photographs, which inspire others to travel. In 2015, Wanaka, a small town in New Zealand, attracted Instagram influencers to the country who captured and shared wanderlust-inducing photographs. Specifically, they brought in American photographer Chris Burkard, who has 1.5 million Instagram followers; his photos received up to 50,000 “likes” each. This strategy saw tourism rise 14% within the town.

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Facebook

With about 1.23 billion daily active users, Facebook is becoming a travel motivator. Often we see our friend’s check-in and post photos of their trip, which in turn you begin to imagine yourself there and soon you have flights booked. In 2011 a survey by Travel Industry Wire found that 52% stated they were inspired to book a trip after seeing friends’ Facebook photos and posts.

Innovation Norway took advantage of Facebook’s increasing popularity in order to promote Norway. They created and executed a 45-day Facebook campaign inviting people to take part in the campaign with a chance to win daily prizes through taking part in a daily competition. This campaign saw Innovation Norway’s Facebook following boost from 12,000 to 31,000 and the traffic to the company website boost 40% year on year.

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Social media has impacted the travel industry massively and often influencing how or where consumers make their travel arrangements as a survey revealed that 92% consumers trust earned media more than any form of advertising.

Lauren Sharkey is a 4th year CAM student at Ulster University. She can be contacted at https://www.linkedin.com/in/lauren-sharkey-25776ab0/ 

Beauty and the Influencer Beast

Beauty and the Influencer Beast

YouTubers and Instagram Stars Have Quickly Become the Only Voice That Matters for Consumers in the Beauty Industry.

On YouTube, I am subscribed to 40 (yes, 40!) beauty “gurus”.  Excessive? Let me explain.

Over the past decade, YouTube has exploded as a user-generated platform for companies and people around the world to share their ideas, their work, their talents and their opinions. This platform has facilitated the oh-so-important co-creation process for brands and consumers to mutually create and share content.

For the beauty industry, YouTube is now an intrinsic part of communication strategy with thousands of beauty channels providing access to millions of consumers. L’Oreal’s most recent advertisement even included beauty YouTuber KaushalBeauty alongside long-time L’Oreal ambassador, Cheryl.

YouTube videos are the earned media that today’s makeup brands need to survive. These makeup channels post regular product reviews and makeup tutorials with the latest products, providing consumers with real, mostly unbiased information that they want and need before they make a purchase decision. If they don’t like the product, they tell you! Essentially, it allows consumers to ignore traditional advertisements for new products and base their decisions solely on other people’s opinions. They cut out half of the purchase decision-making process!

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Paid media is also increasingly a major part of YouTube, with makeup sponsoring videos, where the “guru” is asked to use and promote a new product, or they are sending them new products for free to review. This was my downfall – never considering that these YouTubers were getting these products for free, I was the ideal consumer for these brands: the girl who went out and bought these “must-have” products immediately, spending hundreds of pounds to keep up with my favourite influencers! (No regrets.)

YouTube and Instagram have revolutionised word-of-mouth communication, where I can search a specific term or product and instantly have access to thousands of posts and videos telling me the pros and cons of a product, and showing me how to use it. Additionally, I have access to the opinions of people of different ages, different skin tones, different skin types, different genders, from different countries (where certain brands may not be available), ex-MAC makeup artists, celebrity makeup artists… every opinion a consumer could possibly need!

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Need more proof of the power of these beauty gurus? The number of cosmetic surgery procedures fell 40% in 2016, with analysts suggesting the rise of makeup contouring tutorials may have been a contributing factor.

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YouTube heavyweight Carli Bybel demonstrating her famous nose contouring.

Currently, I am following 40 YouTubers who are more influential upon my makeup purchase decisions than any TV or print ad. Ultimately, Maybelline and Estee Lauder may promise “flawless coverage” with their new product offerings, but until NikkieTutorials and MannyMUA tell me it’s true, I won’t be convinced.

Charlotte Goss is a 4th year CAM student at Ulster University. She can be contacted at https://uk.linkedin.com/in/charlotte-goss-b4389895, and on Twitter @CharlotteGoss94

All things digital

In today’s society, many organisations have established themselves through ‘digital’ offerings, creating online specific content, allowing users to access news in alternative ways and diverging the uses of social platforms.

BuzzFeed

An American internet media company that focuses on social media, news and entertainment. Although the platform has a reputation for offering the weirdest quizzes available, BuzzFeed should not be laughed at. The organisation is worth $1.5 billion. The company has grown from strength to strength over the years, providing coverage over a diverse range of topics, from politics and DIY to animals and business.

The business is completely independent and has a very strong social media presence, utilising Facebook, YouTube and Snapchat. The content offered on their apps and website is mostly targeted at millennials.  Allowing for an already highly engaged audience, to consume and share content which is relevant, factual and highly entertaining. But it isn’t the witty news articles that is gaining BuzzFeed attention at the minute. It is their digital shows that are rapidly growing in popularity.

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Ellen DeGeneres and BuzzFeed are both heavily invested in creating the Brother Orange movie

BuzzFeed’s online video content has gained staggering momentum, with more than seven billion views per month and whilst funny animal videos can be attributed to these statistics, BuzzFeed is taking their digital content very seriously. Ellen DeGeneres has recently partnered with them to create their original movie ‘Brother Orange’. Furthermore, their YouTube channel ‘BuzzFeed Food’ is another platform that is quickly growing, with 774,104 global subscribers.

Facebook

Facebook, the platform we all know and love. Sure it’s handy if you want to post a few pictures, share how you’re feeling or leave a review on that restaurant where you had your dinner. However, Facebook is much more powerful than that.

Towards the end of 2016, Facebook launched ‘Marketplace’. Informally, many ‘buy and sell’ pages have  existed on Facebook for quite some time. With Marketplace, products that are being sold in your local community are easily accessed. Allowing users to discover items that are for sale, enhancing the relationship between the buyer/seller and making it easier to sell your unwanted goods.

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Facebook states that 450million have used the platform to sell and purchase goods

Facebook is also heavily investing in advertising. Recently I was shopping on Amazon, I went out of the app and into Facebook and on my newsfeed there were recommendations and offers of the products I was looking at. Although the adverts are tailored and relevant to the user, many people are complaining that there are more adverts on their newsfeed rather than friends’ updates and photos.

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People need to ensure they are not sharing too much information on Facebook, confirming their privacy

Snapchat

Snapchat, launched in 2011, is a multimedia and instant messaging platform with over 158 million daily active users. It is one of the most popular social platforms currently available, sending photos that last for a maximum of 10 seconds. Offering users entertaining filters, instant messaging and video chats.

Recently Snapchat introduced Snap Ads, these are video adverts that are inserted between users stories or on their discover section and although annoying, there are much more visually pleasing than Facebook’s and can be skipped unlike the majority of YouTube’s adverts.

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The adverts offered by the organisation are short and appeal to the users of the social platform

However, what is a growing use for Snapchat is journalism. Large and mostly traditional news outlets are utilising the platform, providing its users with instant access to breaking global news stories. Organisations such as The New Yorker, BBC News and The Washington Post all have Snapchat accounts.

But the content being shown by these outlets is not a simple video of the latest current events, they are taking full advantage of Snapchat’s features. Utilising stickers, emojis and filters, to highlight certain aspects of the story and engage their audience.

Evidently, there is a multitude of benefits accessing the most recent content online, however, users should ensure their privacy remains intact.

Alex Slaine is a first year CAM student at Ulster University. He can be contacted on Twitter @alexslainee

Twitter, a powerful resource

Twitter, a powerful resource

Twitter is considered one of the main social media platforms, alongside Instagram, Snapchat and Facebook. The platform, launched in March 2006, is based around online news and social networking. As of quarter four in 2015, the company posted a net income of $7 million.

Twitter is everywhere, in this day and age it almost impossible to use an online service that doesn’t offer Twitter integration. Watched a YouTube video you liked? Tweet about it! Read an article on Daily Mail? Tweet about it! Even smartphones come with direct Twitter integration, allowing us to Tweet an image or our location without the need to open the Twitter app.

The platform is extremely powerful, with 310million monthly active users and 24.6% of verified accounts consisting of journalists. Celebrities use the platform to advertise new products, services and their thoughts/opinions on world events. It has reduced the gap between celebrities and us ‘normal’ people, allowing interaction in a clear and unobtrusive format.

Donald Trump has brought a large amount of speculation and controversy over his use of Twitter. Although heavily critiqued for his brash comments, a select few have found the open and honest Tweets refreshing. Using the social platform to create a sense of transparency to the new American Government.

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One company who relies heavily on Twitter is ASOS, responding to any questions or problems customers may have with their orders

With Twitter, companies can highlight new product launches and aid with customer support in 140 characters or less. The platform has opened up a new medium for businesses, no longer is there a need for a large amount of expenditure placed on advertising, or any excuse that customer service is slow and unresponsive.

But are we really taking full advantage of Twitter by Tweeting about our favourite food or how our day went? Companies’ CEO’s most active on Twitter include their own CEO, Microsoft and Unilever. However, a study found that only 10% of CEO’s running the top 50 Fortune 500 companies are on Twitter.

CEO’s available on Twitter reap in a endless amount of benefits, creating an element of authenticity and accessibility to some of the most powerful people in the business world. Surely those in the business world pushing their companies’ products over social media, should be using the platform themselves.

More often than not, those in the business world, wanting to utilise the likes of Twitter take it too seriously, whilst social media should be approached with caution. Customers demand immediacy/interaction and surely business is all about meeting demand with supply?

One mistake that businesses make on Twitter is that they Tweet about business. Who wants to read sales reports and profit analysis? People on Twitter will more than likely demand fun, engaging and different. Without standing out from the crowd, how will organisations get noticed?

 

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Innocent Drinks are one of the few companies who use social media correctly, ensuring customer engagement rather than continually pushing their products

A business taking full advantage of Twitter is Innocent Drinks, who will Tweet about anything but their products. With Tweets consisting of sarcastic weather updates, funny animal videos and much more. The idea behind this is for people to enjoy their timelines and get the brand into the consumer’s head, rather than the product.

But of course like any social media platform, it will always come along with an element of risk. Tweets can build a company’s credibility, however, creativity can also have damaging consequences. During 2013, when the horse-meat scandal was the talk of Britain, Tesco Customer Care sent out this PR disaster of a Tweet, although innocent when taken out of context, Tesco and all companies need to be aware of current events.

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Organisations need to ensure they are aware of the context surrounding their posts of social platforms

It is clear Twitter is a platform made for all and can be used anyway the user wants. Although extremely powerful, individuals and organisations need to ensure that what they offer is what is being demanded of them. If not, they risk getting lost in one of the biggest social platforms on the internet.

Alex Slaine is a first year CAM student at Ulster University. He can be contacted on Twitter @alexslainee

Celebrity Sells: The Rise of YouTubers

Celebrity Endorsements have been used by businesses for years as a way of creating likability and trust; both for the company and in the company’s product. Some great examples of this include Cheryl Cole and L’Oréal, David Beckham and H&M, and Michael Jordan and Nike.

This practice has evolved in recent years to include a whole new range of celebs: YouTubers. YouTube has grown into a digital powerhouse with over one billion users. This channel reaches more 18-49 year olds than any other outlet, making it an advertiser’s dream. This reach was then emphasised AGAIN when “YouTube stars” became a reality. Popular YouTubers have as dedicated a fan base as any traditional celebrity and, because they seem more authentic and genuine, their endorsement is more readily trusted. Let’s take a look at some companies that saw this opportunity and used it well.

Lilly Singh and Estee Lauder

With just under 11 million subscribers Lilly Singh is the proud owner of one of the most popular YouTube channels under the name IISuperwomanII. Not only does she make globally enjoyed videos, she also has created music, clothing and movies. This woman has a strong fan base and brand making her the perfect choice for Estee Lauder when they launched “Lana Steele: Make up Spy” on one of their own YouTube channels “I love MakeUp.” This series followed the adventures of Lana Steele, a heroic spy who uses her favourite make up products to disguise herself before she goes to fight the bad guys. While this all sounds unbelievably cheesy, people loved it. Estee Lauder went from getting an average of 100k views on their videos to over 600k on each episode of Lana Steele and there’s even talk of a second season! Watch it yourself below!

 

Kurt Hugo Schneider and Coca Cola

Kurt Hugo Schneider runs a hugely successful YouTube channel with over 8 million subscribers, dedicated to making music with other musicians as creatively as possible. This content includes playing songs using a bicycle and even through an original version of patty-cake. Butterfinger capitalised on this just a few days ago when they partnered with Schneider and he created a Back Street Boys classic using butterfinger bars to create different sounds. This is reflective of previous endorsements in 2013 when Schneider created the song “Safe and Sound” using glasses of coke. This Butterfingers video has already gained almost 600K views and this is likely to keep growing. Watch the video yourself using the link below!

 

These successful endorsements show that the way companies partner with celebrities is growing. YouTubers make more trustworthy and seemingly credible endorsers and their skills can allow companies to really get creative. Gone are the days when we watched Snoop Dogg rap about hot-pockets (yes this happened see link below).

 

No more stilted and cringeworthy advertisement performances from well-paid celebrities but instead genuine entertainment from people who make their money sharing self-made content in an interactive and modern way.

Chloe Peoples is a 2nd year CAM student at Ulster University. She can be contacted on Twitter @ChloePeeps or on LinkedIn at http://www.linkedin.com/in/chloe-peoples