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Apple

UK’s love for cars tops social media posts

A report by social media analytics platform, Netbase, has revealed the UK’s love of luxury car brands.

The Brand Love List report looks at the brands consumers express the most love for in social media posts, with Jaguar, Land Rover, BMW 3 Series and Porsche 911 just some of the models that consumers are crazy about, with BMW, Audi and Porsche all featuring in the report’s top 10.

This is the second year that the report has been run. In the UK, Apple held onto the top spot, but showed that Google, in second place, was narrowing the gap which last year was 400,000, now down to 130,000 along with a lot of positive sentiment for Google Classroom. The remainder of the top five was unchanged with Lego in third with an abundance of shared excitement for themed Lego such as Lego Batman, Tesco in fourth with popular campaign hashtags including #triedforless and #bagsofhelp while BMW was ranked fifth.

The European Top Five brands differed only slightly from the UK with BMW taking fourth spot and consumer goods brand Adidas coming in at fifth place. The automotive sector once again proved popular with customers expressing much love, particularly in relation to the Porsche 911. While consumer goods brands including Gucci, Adidas, Lego and Christian Dior S.A. accounted for nearly 45% of the top loved brands, they only represented 21% of the mentions. Conversely, technology which was dominated by Apple and Google but also included SAP, Siemens and Dyson, represented 10% of the conversation they also represented over 55% of mentions.

While there’s much love for consumer goods brands, they still don’t even come close to the volume of technology conversation across Europe.

The data was gathered using NetBase’s social media analytics platform to surface the strongest, most positive consumer emotions towards brands from 2.4 million English language posts of earned mentions. Earned mentions mean those posts that were not posted by the brand itself, inclusive of Twitter, Facebook, Instagram, Tumblr and millions of other sources during the one-year period April 2016 to April 2017. It then identified the 25 UK brands that get the most love.

The European report used the same sources across the same period from 6.5 million English language posts of earned mentions in 50+ European countries and identified a list of the 50 most loved brands.

Commenting on the UK report Paige Leidig, Chief Marketing Officer, NetBase said: “What’s interesting about automotive is that brands represent 25% of the list but account for only 13% of the conversation suggesting that there is an opportunity for them to spread the love and engage more influencers in conversation.

“The dominance of technology in social conversation is no surprise but the fact that Apple and Google are so far out in front indicates that they have now become an everyday part of the English language.”

www.netbase.com

Best global brand awarded to Apple for fourth consecutive year…

Despite attracting some questionable headlines of late, theBest Global Brands’ report devised by Interbrand has voted Apple as the ‘Best’ for the fourth consecutive year – taking into account its influence on customers, the strength it has to command a premium price, and overall financial performance.

After experiencing a 5 per cent increase in growth this year, Apple narrowly beat Google to secure the top spot; in addition to Coca-Cola (-7 per cent), Amazon (+33 per cent) and Samsung (+14 per cent). The top 29 positions were filled by automotive and technology brands, as well as the financial sector maintaining a strong performance with a total of 12 inclusions.

Interbrand’s global chief executive officer, Jez Frampton, commented on this year’s report: “These brands clearly understand their ‘anatomy of growth’ – that it’s complex, nuanced, and personal. For each brand, growth means something different, and every story is unique. The best brands are looking inward and outward, expanding into new markets, creating better experiences. They’re not just weathering change, they’re driving it.”

 

View the full Best 100 Brands list here

Industry Spotlight, Apple iOS 10: What do brands need to know?

Product marketing manager for Urban Airship Engage, Diana Laboy-Rush looks at the implications for brands following Apple’s recent iOS 10 release , with its support for Rich Notifications, where images, video, audio, GIFs and interactive buttons are embedded directly within push notifications.

For businesses, iOS 10 brings massive changes to Apple’s operating system that place better and richer app engagement front-and-centre. If past adoption rates hold steady, it won’t be long before all of your iPhone app users gain richer experiences that offer deeper insight into what they care about. Here are some key points that businesses should be aware of…

 

Reap before you sow with key improvements

iOS 10 solves existing barriers that will make current engagement efforts more effective. A Raise to Wake feature means TouchID users won’t blow past lockscreen notifications when unlocking their phones. Notifications are immediately visible as users pick up their phones. Notifications also become the default view for the Notification Center, a chronologically-ordered archive that makes messages easier to find later.

 

If a picture is worth 1,000 words, then a GIF or video could be worth more

Rich Notifications can include images, GIFs, audio, video and interactive buttons embedded directly within push notifications. Grab the attention of your audience with notifications that inspire action. Recent Android data analysis found a 56 per cent higher response rate to notifications with pictures versus those without.

 

Better visibility for richer, actionable notification experiences

With iOS 10, users get visual and written cues that there’s a richer notification experience awaiting them. Lockscreen notifications arrive with rich media thumbnails and an instruction to either “Press for more” or “Slide for more” depending on whether Force Touch is available on the device.

That’s in stark contrast to previous Apple operating systems, which had businesses building these instructions into notification text to help ensure interactive buttons were discovered.

 

Mind your media, or risk ruin with too much of a good thing

Apple provides maximum file sizes for images, audio and video that would be best to undercut dramatically. Rich media will impact consumers’ data plans, ranging from barely noticeable with judicious use of images, to potential reasons to delete an app for sending files that are too large or too frequent. These files will impact your bandwidth costs too. Think about opt-in campaigns where users can get a taste and choose to receive these richer, more immersive and data-heavy experiences.

 

Don’t be a blockhead with Rich Notifications

With brands running to emojis for a quick if quirky engagement hit, it would be easy but wrong to approach Rich Notifications in the same manner. When rich media is tailored to specific users’ interests it adds immersive depth not interpretive color to messaging campaigns.

Remember also that not all users will immediately upgrade to iOS 10, so messaging should be made to work without reference to embedded rich media or sent specifically to the segment of your users that have adopted iOS 10. Some solutions will allow you to provide alternative text if the rich media successfully downloads.”