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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

Hootsuite partnerships to bridge the paid and organic gap…

Considered to be the most widely used social media management platform, Hootsuite has announced its new partnerships with six leading technology and social advertising solution groups which, in turn, will allow users to complement their organic social media efforts with optimised social advertising campaigns.

The six partners are:

  1. Popimedia – a subsidiary of Publicis, and an Ad-Tech company that helps brands optimise spend, save time, and scale media on Facebook.
  2. AdEspresso – the best-in-class self-service solution for Facebook and Instagram advertising optimisation.
  3. Mediative – one of North America’s largest integrated digital marketing and media companies.
  4. Kenshoo – the global leader in agile marketing.
  5. Adaptly – a technology and services company that enables advertisers to scale campaigns across Facebook, Instagram, Snapchat, Twitter, and Pinterest.
  6. Nanigans – the leading provider of advertising automation software for in-house marketing teams.

According to the company, users will now have the flexibility to choose ‘best-of-breed’ technology and service solutions to help optimise and manage social advertising campaigns across all major social channels. In particular, integrations with Kenshoo, AdEspresso, and Popimedia will make it accessible for users to manage paid social campaigns and organic social channels all in one place, directly from the Hootsuite dashboard.

Senior vice president of Labs, Corporate and Business Development at Hootsuite, Matt Switzer said: “More than ever, brands are investing in paid social media advertising to complement their overall social initiatives and marketing campaigns. Hootsuite’s partnerships with these market-leading social ads solutions will help give our enterprise customers a cohesive and comprehensive view into their entire social strategy.”

Industry Spotlight: Instagram Insights – too late to the party?

Last month, the platform launched Stories, last week (August 15), it launched Business Tools, and this week (August 31), it announced users can now zoom in on pictures. It seems like the platform is pushing out updates left, right and centre.

“So? These functions have been around for years on other platforms”, I hear you say. And you’d be right.

In fact, when the Business Tools and insights analysis function launched last week, I was slightly taken aback by the excitement it caused in the marketing industry. Of course, it’s great news and absolutely enables marketers to better target core audiences, but being truthful, as marketers, we should have been frustrated that it took this long – this function should have been around from the start.

With over 200,000 businesses already using Instagram for advertising, it makes me shudder wondering how these adverts managed to create relevant content for its customers, if at all.

So what exactly is Business Tools?

In amongst features such as business profiles, contact buttons and the ability to promote certain posts, Instagram’s new Business toolkit allows brands to gain insights into posts, such as which ones perform better than others and with which demographic.

This analysis is invaluable to brands. With insight, a brand’s reach, frequency rate, success of product discovery and customer loyalty can all be gathered. Knowing which posts work and using data to determine a change in direction (or not) is the critical key to a compelling, engaging and successful platform strategy. 

For Instagram, it couldn’t come soon enough

While insight analysis on Facebook and Twitter has been around for years, it’s difficult to comprehend how brands have managed to create consistent marketing strategies across social platforms until now.

Official figures released in June (2016) revealed the platform now has half a billion registered users, double the amount it had two years ago.

And with more than 300 million people using the service every day, it is vital brands get their strategies right, especially if you’re targeting the 90 per cent of users who are under 35. When stats show that 28% of users under 35 have purchased a product as a direct result of viewing it on the network in the last six months, it’s easy to understand why nailing Instagram is essential. 

In this era of purpose where visual content triumphs over written, and the need for brands to talk with consumers, rather than at them is integral, Instagram, although half a decade old, still offers a fresh approach to help brands tell visual, authentic and transportive stories.

So what’s next for the platform?

It’s taken six years for the platform to get up to speed with its competitors, namely Facebook and Twitter, with its recent introductions, and no doubt there’s stiff competition from the likes of Snapchat and, although in testing, Lifestage.

But on such a roll, and now on par on its biggest competitors, its fair game what comes next.

 

Words by Nina Sawetz, PR and communications consultant

 

As head of Editorial for Bottle, Nina leads PR strategy and comms activity for the agency’s consumer division, and has extensive experience working with brands including Goodyear, Poundland, Interflora, Golden Wonder and AXA PPP healthcare.

 

Nina also runs FuturePR.co looking at ongoing trends and the changing landscape of PR and communications.

 

Contact Nina at nina.sawetz@wearebottle.com, and via Twitter @BottleNina or @FuturePRco.

More marketers turning to Facebook with paid-for marketing budgets…

In a survey collecting opinions on organic and paid-for marketing from 300 social media marketers, the B2B research and marketing firm, Clutch, found more than 60 per cent are approaching Facebook with paid-for marketing budgets; with the video platform YouTube coming in second at 34 per cent; 33 per cent for Twitter; and LinkedIn amounting to 30 per cent of paid budgets.

Although the majority of respondents (80 per cent) generally opt for a combination of organic and paid-for marketing, there are companies that have chosen not to use paid-for (13 per cent), despite 60 per cent claiming paid-for social media marketing is much more effective than organic.

In addition, the survey also acknowledges some significant differences between the social media marketing of B2B and B2C; however, both sectors are using the mediums in the same context.

Read the full survey here

Ted Baker optimising its social channels with new ‘Mission Impeccable’ campaign…

The British luxury fashion chain, Ted Baker, is reaping the extensive benefits associated with social media marketing with the recent launch of its brand new James Bond-themed campaign, ‘Mission Impeccable’.

As well as sharing ‘classified documents’ (picture sharing) via its existing social media channels including Twitter, Instagram and Facebook – where customers can participate in an online scavenger hunt and decode – the campaign comprises of a film directed by Guy Ritchie which enables consumers to click and purchase the autumn/winter clothes that the actors are wearing.

Google also takes centre stage with the inclusion of a prize giveaway to those who read a phrase displayed on Ted Baker store windows to the Google Voice app, which generates clues before a prize is awarded.

 

Learn more about the Mission Impeccable campaign here