Top 3 Mistakes You’re Making on Twitter

By Emma Chainani, Community Manager

In 2012, we reported on the difference between the @reply and @mention. Since then, users have mastered the difference; however, we now face new and easy mistakes to make.

1. Including Unnecessary Accounts in a Reply

One of Twitter’s newer updates was both a blessing and a curse. Twitter no longer includes mentions in the character count for replies. This was great for all community managers drafting swift replies under 140 characters. However, when you may see that you are replying to more than one user. Twitter lists the people you are replying to above the text box, and it can be easily missed. To avoid replying to an unnecessary account, simply click on the users and check off the accounts you want to include.

2. Not Engaging with Real-Time Hashtags

Hashtags on Twitter are important if they are relevant. You may see great success when engaging with a real-time hashtag. Be smart though, always complete your research about what the hashtag is about to ensure it aligns with your brand voice. If your brand can tweet with the hashtag, try to avoid selling your product or service. Instead, join in on the fun and show off your personable side!

3. Sharing Content from Other Networks

If your brand is creating great content for your social channels, and you want to share it on Twitter, you should! Make sure you’re doing it right and not sharing it from a different network. When sharing from another network, Twitter cuts the copy off and links to the social network you share from. To avoid this, write copy specifically for Twitter and resize your content to abide by their specs. Your content on Twitter will be more eye-catching when done right.
 

Contact the Likeable Media team to learn more! 


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New Head of Campaign Management!

We are excited to announce that Lucy Easter has joined team WDMP to lead the Campaign Management & Insight department, one of the fastest growing areas within the agency.

Lucy is responsible for creating a centre of excellence within WDMP that can accelerate the growth ambitions of our clients, through the design, build and analysis of multi-channel direct marketing activity using a variety of Campaign Management software.

Lucy has considerable experience of working with a wide variety of Campaign Management tools – such as Sitecore, Cheetah Digital, Movio & SalesForce MC – and prior to joining WDMP Lucy implemented Adobe Marketing Cloud as an enterprise solution at Westpac Bank, Australia to optimise their ability to create relationships with customers.

We look forward to introducing you to her in person soon.

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The Digital-First Creative Shop – Defined

RKN Brian Carley
Digital-first. You hear the term everywhere. Digital first campaign, digital first strategy, digital first creative shop. It’s a major buzz word lately, and everyone in the creative space is trying to own a piece of it. What does it mean exactly? Well, it means different things to different people, and its meaning continues to evolve.

So it might be easier to start with what digital-first is not: digital-first is not approaching a campaign from a digital medium right off the bat. In other words, it doesn’t mean coming up with a campaign for Instagram or Facebook before you do print or creative. It doesn’t mean seeing everything from the digital perspective, either. In fact, it actually means thinking of creative independent of medium. It means not being married to digital, print, or TV, but crossing boundaries and mixing and matching to fit the job.

Historically – fast forward past Mad Men and into the internet age circa late 1990s – campaigns primarily revolved around a TV spot. The rest was matching luggage – the print ad, which was a compelling still of the TV spot, and the banner ad, which was the animated version of the print ad, etc. If anyone in the world saw an ad from a brand, they knew it was from that campaign. That was the world we lived in ten years ago.

But now we live in a digital word, where we consume on our computers and our phones. We are constantly connected to and see the world through that medium. So what does it mean to be a digital-first creative shop in a world where everything is digital? More than anything, digital-first means being willing to break the rules around where, why and how creative is made and consumed – all with the goal of tapping into a collective human behavior, desire or feeling. In short, digital first means creating, connecting to or impacting culture.

It’s a philosophy of abandoning the old ways or prescribed creative process, of throwing to the wind a brand book or set of codes. It means breaking down the old rules of marketing and advertising and realizing that good ideas go beyond one medium. Digital-first means not looking at a brand problem or a client brief as solvable through one TV spot, two print ads, a set of banner ads and a social blast. Being a digital first creative shop means thinking about a campaign as an incredible idea.

Remember Fearless Girl? The most highly awarded work at Cannes? That’s digital-first creative. Why? The medium was not TV, digital, social or out of home. Instead, its medium was 250 lbs. of bronze. It broke all the rules and had a cultural point of view that, no matter if you agreed with it, was contagious. Hundreds of thousands of people took a picture of her. And we all heard about her digitally – online news outlets, our friends’ Instagram accounts, Facebook and beyond.

Being a digital first creative shop starts long before the campaign is even born. It starts in the meeting with the client, or, for brands, in the CMO’s office. It starts by questioning the brief that calls for banner ads or TV spots. Every CCO should ask – why do you need banner ads? Where do they go? Once I click on them, where do they take me? Being digital first means blowing up the brief and doing more than what’s being asked of you. We need ideas that are big enough to change culture, create culture and drive someone to act. That’s digital first.

In 2015, Honda broke all the rules around how video should work in their ‘The Other Side’ two-minute film. Only available in its entirety on a digital device, the film showcased the Civic and Civic Type R in parallel in two different scenarios, giving the user control to switch between the two. The original film features the Civic, in the daytime, driven by a man with errands to run and people to drive. Press R on your smartphone and you see the same man, alone, at night, driving the Type R, living more dangerously.

Always’ ‘Like A Girl’ campaign also rewrote the rules. Initially executed as a piece of digital film content, it became a TV ad and simultaneously started a movement on social channels that advocated for female acceptance. The idea of both rejecting stereotypes and embracing femininity moved the cultural needle. The ‘Love Has No Labels’ campaign by The Ad Council also broke the mold in going beyond the boundaries of one execution, offering a perspective on culture and generating vital conversation about equality, discrimination and love.

At Rokkan, where I lead creative, we are doing our part to stay true to digital-first creative. When we first started working with Cadillac on their Oscars spots late last year, our job was to convey an image of reinvention for the brand. So we did something risky that nevertheless felt right – we made an ad for Escala, a concept car you can never buy. We made a website dedicated to this vision and allowed consumers to see a future that couldn’t (yet) be bought.

So what is digital-first? It is a campaign that can only be viewed with a digital device. It is a sculpture of a little girl standing defiantly in the face of a bigger, more formidable foe. It is an ad for a car that will never exist. Most simply, it is work that impacts a digital audience both hungry for the new and nostalgic for the old.

 

 

 

Conversation LAB arrives in Cape Town with Markham digital win

SA and UK – Conversation LAB Cape Town have wrapped up social media account of fashion giant Markham, coming off the back of an impressive recent win with Godrej Kinky Hair brand.

This men’s fashion giant dating back to 1873 is a leader in The Foschini Group stable with over 300 stores nationwide.

Conversation LAB has been appointed to manage the complete integration of all four social media accounts of Markham including media planning and buying, content creation and community management. The agency will also be analysing data to their eCommerce site to help with better conversions and ROI.

Edward Spearman, Conversation LAB Cape Town agency lead, stated; “Markham is an iconic brand with a deep South African fashion heritage. We have just turned 5yrs old at Conversation LAB and could not be more excited and proud to be partnering with such a massive player in the retail space”

Conversation LAB, with head office in Durban, has recently expanded into Johannesburg, Cape Town and London. This win, added to the Environ Skin Care account run out of Cape Town underpins the arrival of Conversation LAB on the Cape Town advertising scene.

Work has already begun.

For more information, contact Edward Spearman at Conversation LAB:

Edward.spearman@conversationlab.com 076 793 7425 www.conversationlab.com

The post Conversation LAB arrives in Cape Town with Markham digital win appeared first on Conversation LAB.

Conversation LAB gets Kinky

South Africa and UK – Digitally focussed creative agency Conversation LAB adds Kinky World of Hair, the SA market leader in dry hair products, to their growing stable of Female Care FMCG clients.

Conversation LAB has been appointed as the Digital agency of record across the full range of Kinky products which include human hair, wigs, weaves, braids and hair accessories. Kinky World of hair has been a market leader in the dry hair products since 1971, operating 22 stores across SA in addition to selling through a range of leading retail brands.

Heather Goate, Godrej South Africa, Head of Marketing for Dry Hair stated: “Conversation LAB has done an outstanding job on the wet hair brands within our stable, most notably Inecto and Renew hair colour ranges, both now #1 market share, so it is with confidence that we have appointed them on Kinky, another of SA’s favourite brands. We see digital playing a significant role in this category.’’

In 2014 Reuters reported that the dry hair market is estimated to be worth over R66billion across Africa. South Africa is regarded as the largest hair care nation in Africa with the black hair care industry estimated to be worth R10b.

Commenting on the new business win, Kevin Power, Group Managing Director of Conversation LAB said: “We have had great success in the wet hair market with Renew and Inecto – so to now get the opportunity to work on Kinky, a household name in the dry hair market is hugely exciting. This is where the real action is in female care – and Kinky is at the forefront.”

The agency will be responsible for developing, implementing and tracking a multi-layered digital eco-system. This will include management and development of all content across a range of Social Media platforms, a new website and mobile site fully optimised for the huge Google search market, engaging with influencers and managing all digital media spend – a full end to end digital solution for Kinky under one roof.

For more information, contact Kevin Power at Conversation LAB:

kevin.power@conversationlab.com 031 536 3412 / 071 340 3119 www.conversationlab.com

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Jack Morton welcomes first IPG Spark Fellow in Boston

This summer, Jack Morton – along with Hill Holliday and Weber Shandwick – will be participating in the IPG Spark Fellowship Program. Previously known as the InterAct Fellowship Program, it was launched in 2004 to recruit, retain, and develop a multicultural pool of outstanding talent. After years of success in New York City, IPG decided to bring the program to Boston.

It’s no secret that the Boston area has struggled to attract and retain a diverse population of candidates and employees within the industry. Having the fellows in Boston will help us achieve greater diversity, adapt new points of view, and create an internal pipeline of rock stars that can fill open positions and grow within the company.

Ultimately, we’re recruiting, retaining, developing, and growing not only the future leaders of IPG…but the industry in general. No big deal.

The two-year program has each fellow working a six-month rotation at different IPG agencies in Boston, with the intention of giving them hands-on experience in various roles. On August 1st, Jack Morton will welcome Samantha Green as a Strategy Coordinator and we’re eagerly awaiting her arrival.

After spending time with the new group of fellows at the program’s orientation in New York, and the kick-off luncheon at Hill Holiday, we couldn’t be more excited to host the program for the next two years. The room was full of passionate, excited, and spirited young women and we can’t wait to see what they bring to Jack and IPG!

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The Hierarchy of Evidence for Digital Marketing Testing

In the two-and-a-bit years that I’ve been working in Digital marketing, I’ve been keen to understand the reasons why we make the decisions we do in digital marketing. There’s a wide variety of ways to approach a problem, and although many of them have value, there has to be a best way to make sure that the decision you make is the right one. I wanted to take my evidence-first way of thinking and apply it to this field.

In a previous life, I worked in clinical science, specifically in the field of medical physics. As part of this I was involved in planning and carrying out clinical trials, and came across the concept of a ‘hierarchy of evidence’. In clinical research, this refers to the different standards of evidence that can be used to support a claim – be that a new drug, piece of technology, surgical technique or any other intervention that is claimed to have a beneficial effect – and how they are ranked in terms of strength. There are many different formulations of this hierarchy, but a simple version can be seen here:

According to this ordering, a systematic review is the best type of evidence. This involves taking a look across all of the evidence provided in clinical trials, and negates the effects of cherry-picking – the practice of using only data that supports your claim, and ignoring negative or neutral results. With a systematic review we can be sure that all of the evidence available is being represented. A randomised controlled trial is a method of removing any extraneous factors from your test, and of making sure that the effect you’re measuring is only due to the intervention you’re making.

This is opposed to case-control reports, which involve looking at historical data of two populations (e.g. people who took one drug vs. another) and seeing what their outcomes were. This has its uses when it is not possible to carry out a proper trial, but it is vulnerable to correlations being misidentified as causation. For example, patients who were prescribed a certain course of treatment may happen to live in more affluent areas and therefore have hundreds of other factors causing them to have better outcomes (better education, nutrition, less other health problems etc.).

All of these types of tests should be viewed as more authoritative than the opinion of anyone, regardless of how experienced or qualified they are. Often bad practices and ideas are carried on without being re-examined for a long time, and the only way we can be sure that something works is to test it. I believe that this is also true in my new field.

A hierarchy of evidence for digital marketing

While working at Distilled, I’ve been thinking about how I can apply my evidence-focussed mindset to my new role in digital marketing. I came up with the idea for a hierarchy of evidence for digital marketing that could be applied across all areas. My version looks like this:

A few caveats before I start: this pyramid is by no means comprehensive – there are countless shades of grey between each level, and sometimes something that I’ve put near the bottom will be a better solution for your problem than something at the top.

I’ll start at the bottom and work my way up from worst to best standards of evidence.

Hunches

Obviously, the weakest form of evidence you can use to base any decision on is no evidence at all. That’s what a hunch is – a feeling that may or may not be based on past experience, or just what ‘feels right’. But in my opinion as a cold-hearted scientist, evidence nearly always trumps feelings. Especially when it comes to making good decisions.

Having said that, anyone can fall into the trap of trusting hunches even when better evidence is available.

Best practice

It’s easy to find brilliant advice on the ‘best practice’ for any given intervention in digital marketing. A lot of it is brilliant advice (for example DistilledU) but that does not mean that it is enough. No matter how good best practice advice is, it will never compare to evidence tailored to your specific situation and application. Best practice is applicable to everything, but perfect for nothing.

Best practice is nevertheless a good option when you don’t have the time or resources to perform thorough tests yourself, and it plays a very important role when deciding what direction to push tests in.

Anecdotal evidence

A common mistake in all walks of life is thinking that just because something worked once before, it will work all of the time. This is generally not true – the most important thing is always data, not anecdotes. It’s especially important not to assume that a method that worked once will work again in this field, as we know things are always changing, and every case is wildly different.

As with the above example of best practice advice, anecdotal evidence can be useful when it informs the experimentation you do in the future, but it should not be relied on on its own.

Uncontrolled/badly controlled tests

You’ve decided what intervention you want to make, you’ve enacted it and you’ve measured the results. This sounds like exactly the sort of thing you should be doing, doesn’t it? But you’ve forgotten one key thing – controls! You need something to compare against, to make sure that the changes you’re seeing after your intervention are not due to random chance, or some other change outside of your control that you haven’t accounted for. This is where you need to remember that correlation is not causation!

Almost as bad as not controlling at all is designing your experiment badly, such that your control is meaningless. For example, a sporting goods ecommerce site may make a change to half the pages on its site, and measure the effect on transactions. If the change is made on the ‘cricket’ category just before the cricket season starts, and is compared against the ‘football’ category, you might see a boost in sales for ‘cricket’ which is irrelevant to the changes you made. This is why, when possible, the pages that are changed should be selected randomly, to minimise the effect of biases.

Randomised controlled trials (A/B testing)

The gold standard for almost any field where it’s possible is a randomised controlled trial (RCT). This is true in medicine, and it’s definitely true in digital marketing as well, where they’re generally referred to as A/B tests. This does not mean that RCTs are without flaws, and it is important to set up your trial right to negate any biases that might creep in. It is also vital to understand the statistics involved here. My colleague Tom has written on this recently, and I highly recommend reading his blog post if you’re interested in the technical details.

A/B testing has been used extensively in CRO, paid media and email marketing for a long time, but it has the potential to be extremely valuable in almost any area you can think of. In the last couple of years, we’ve been  putting this into practice with SEO, via our DistilledODN tool. It’s incredibly rewarding to walk the walk as well as talking the talk with respect to split testing, and being able to prove for certain that what we’re recommending is the right thing to do for a client.

Sign up to find out more about our new ODN platform, for a scientific approach to SEO.

The reality of testing

Even with a split test that has been set up perfectly, it is still possible to make mistakes. A test can only show you results for things you’re testing for: if you don’t come up with a good intervention to test, you won’t see incredible results. Also, it’s important not to read too much into your results. Once you’ve found something that works brilliantly in your test, don’t assume it will work forever, as things are bound to change soon. The only solution is to test as often as possible.

If you want to know more about the standards of evidence in clinical research and why they’re important, I highly recommend the book Bad Science by Ben Goldacre. If you have anything to add, please do weigh in below the line!

Friday Reading #100


One of the lovely things about working in this industry is that we’re in the business of great ideas, and great ideas can come from anywhere.

Friday Reading is all about this inspiration – sharing stories, ideas and developments from which we in the media and advertising industries can learn, and pinch ideas. There has never been a precise brief as such, when coming across something which might make the cut we merely ask ourselves a few simple questions: is it interesting? Does it have a point of view, not just state the news? Does it make you think? Does it make you smile?

We’ve been writing this weekly email for over two years now, and it’s vindicating to see that now over 500 people are still reading our little push for great ideas every week.

To celebrate, we’ve taken the very best of the past 99 editions and wrapped them up into a beautiful printed magazine, with fresh contributions from some of the most interesting people in Tech, Design, Trends & Culture, Smart Thinking and Advertising & Media. We’ve posted these out across the country today, but in case you didn’t get one (we’ve only got email addresses for most subscribers) you can download the PDF below. Hope you enjoy.

https://gallery.mailchimp.com/69ec8bb1de0ce4f2e2b7fde38/files/4b4a738f-0c52-4ebe-822d-45933788eda0/Friday_Reading_100.01.pdf?_ga=2.233957406.1841630101.1499944179-21524666.1478253629 

Instagram vs. Snapchat: Who’s Doing It Better?

Instagram has figured out a way to capitalize on existing ideas, and make them their own. But who’s doing it better? Instagram or Snapchat?

It’s no secret that Instagram has been making a name for itself as the “The Fat Jewish” of the social space in recent months. They’ve essentially copied others’ work, but are managing to do it better, or at least better than Snapchat.

How is Instagram Succeeding?

Much like the instafamous account, Instagram has figured out a way to capitalize on existing ideas, and have succeeded in making them their own by sharing them with their enormous audience.

What’s New?

This spring, Instagram introduced Direct, the uncannily similar tool that allows users to send photos and videos to friends that disappear after a few seconds, like the claim to fame feature of Snapchat.

Not to be outdone, Snapchat is rolling out Paperclip, a new feature that allows publishers to link to websites within their stories. This could be a game changer for Snapchat users who can now drive traffic to their sites without needing to buy an ad. And, for brands that don’t have large social media budgets, this will most likely drive large volumes of organic traffic. Lastly,  the update gives Snapchat a leg-up on Instagram’s “link in bio” system.

What Does This Mean for Advertisers?

As they say, competition breeds success, and that’s exactly what’s happening here. The ongoing rivalry between Snapchat and Instagram is making advertising easier and more effective on both channels. Now, with so many brands vying for the attention of their cherished viewers, advertisers have more placements for their ads and more options for creative.  

It’s clear, social advertising is the future. With the rate of brands advertising on social consistently rising every month, channels will have to continue to improve and create innovative options to stay at the top. Is your brand advertising on social yet?

Final Thoughts

So, with all these new features, who’s coming out on top?

With over 250 million users actively engaging with Instagram stories (100 million more than Snapchat), IG has clearly won this battle. However, with all of Snapchat’s new features continuing to roll out (voice filters, Snap Map, backgrounds, Paperclip), there’s no saying who will win the war.

Lauren Mello is a Social Specialist at Genuine where she assists in the strategic preparation and management of social profiles for Genuine’s clients.

Want to learn more? Check out our other blogs.

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Jack Westside’s First Ever Bring Your Kids to Work Day

Bring Your Kids to Work Day has always been something that our Jack Westside team has wanted to do, so when a few of our parents approached the Culture and Community Club with the idea this year, we were ready to jump on it and create an extraordinary day for our office’s kiddos. This event was long overdue and had a record turnout of 13 children, with participation from almost every parent in our office.

As our Bring Your Kids to Work Day team began to plan this event, we hoped to show our Jack Westside kids the fun and innovative culture and work of our office throughout all of our planned activities. We started off the day with a photo opp for parents and their kids with a custom printed backdrop designed by our creative team and some time to play with our office’s resident inflatable whale (our Docker client’s mascot). The kids then had the opportunity to introduce themselves and explore the entire office, meet some of their parents’ coworkers, and pick up summer-themed trinkets during a scavenger hunt/parade. Next, the kids sat down to decorate their very own picture frames, a perfect vessel for parents to display the photos they took with their kids earlier in the day. Next, we moved on to story time, where our own David Harrison and Ethan Gunning read a story that our team had written for the Homeless Youth Alliance, a pro-bono client of Jack Westside’s, complete puppets and high pitched voices. Next, the older kids had the opportunity to try VR with T-Mobile’s Home Run Derby game that was featured at the MLB All Star game in 2016. Finally, we brought the whole group back together to enjoy pizza and a special video. We had asked parents to submit videos in advance asking their kids, “What do you think your parent does at work?”. We got some amazing answers that provided quite a few laughs for the whole office.

Overall, this truly was an extraordinary day, both for the kids, parents, and the Jack Westside community overall. We can’t wait to invite our kids back to the office next year!








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