WE’RE MONEYSUPERMARKET’S NEW CREATIVE AGENCY

We are thrilled to announce that we have been appointed by MoneySuperMarket as their new creative agency. We were appointed the business following a four-way competitive pitch process against Saatchi & Saatchi, AMV BBDO and Wieden & Kennedy and will start working with MoneySuperMarket in June. Darren Bentley, Marketing Director at MoneySuperMarket, commented: “We’re at a […]

10 Things Marketers Need to Know About Instagram Stories

On May 17th, Facebook hosted the event See More With Instagram Stories at the company’s, very cool New York City office. The event intended to give attendees, all professionals from advertising and marketing agencies, clear insight into the unignorable consumer shift toward Instagram Stories as a prefered sharing format. And Likeable was there to get the latest findings, straight from the source.

Instagram believes that the shift from the feed to Stories is in keeping with previous, landmark attention shifts from desktop to mobile and image to video. However, as consumers migrate to this new format, businesses are lagging behind, presenting an immense opportunity for agencies and our clients to get ahead of the curve and reach customers where they are increasingly spending their time.

We were—quite literally—front row, center for the event, and here are the ten most important things we learned and why they matter:

  1. 40 percent of Instagram Stories are videos. Videos over index within the Stories template on a massive scale when you consider the fact that over 91 percent of the content posted in Instagram’s feed are photos.
  2. 60 percent of Instagram Stories video posts are played with the sound on. To put this statistic in perspective, 85 percent of video on Facebook is watched without sound, marking a huge shift in the way consumers are interacting with this medium.
  3. 1 in 5 Instagram Stories results in a direct message. Following in a strong 4th behind the behemoths of messenger apps like WhatsApp, Facebook Messenger, and WeChat, Instagram Direct has grown to 375 million monthly users. This behavioral shift allows brands a private channel to communicate with customers, and Stories are proving to be a strong conversational catalyst.
  4. 2 seconds is the new 3, so frontload your brand and your message. This sounds like another sign of the disintegration of the modern attention span; however, as mobile attention spans shrink, so does the time it takes consumers to translate and comprehend the content they’re being served. The recall speed of mobile feed content is a snappy 0.25 seconds. When you consider the evolution of our digital skills, 2 seconds is enough time to hook your audience with a sharp, branded message—just don’t bury the lede.
  5. Adding a content-complimentary Canvas to your Instagram Story campaign drives 25 percent improvement on ROI. Multi-touch approaches are quite effective, and it is no surprise to see the same results happening within Stories as well. Campaigns that tell a brand story before presenting a CTA are more effective than campaigns that presented a CTA only. View-through rates for sequenced ads can be as much as 87 percent higher than standard ads. Instead of thinking about Stories as one-off placements, consider running them as part of an integrated campaign.
  6. People said that they look at Instagram Stories to connect with brands they like, discover new products that are relevant to them, access tutorials on products they like or own, and find deals or special offers on brands they like. This year an impressive 69 percent of Americans use at least one social media site. A majority of these social media users report joining the sites to stay in touch with family and friends. However, Stories appears to be a place where users are seeking out branded content, offers, and product features.
  7. 1 out of 3 of the most viewed Instagram Stories are from businesses. And a quarter of Instagram users were viewing Stories daily at the end of 2017.
  8. But only about half of business on Instagram create a Story in a typical month. At the end of 2017, 71 percent of US businesses were on Instagram, nearly double the number from 2016. Stories launched in the summer of 2016 but have been slower to grow with businesses, despite mass adoption with consumers.
  9. Instagram Stories are growing faster than the feed, the fastest growing product in Facebook history with 300M daily active users. Specifically, Stories are growing 15x faster than the feed. And Instagram is the fastest growing of all social platforms, growing 5x faster than any other network and expected to hit 930 million users by the end of 2021. These projections show compounded growth for Instagram over the next few years.
  10. Instagram Stories make up only 8% percent of agencies total Instagram investment on behalf of their clients, opening a clear path for early adopters. Instagram’s ad revenue is expected to hit $7 billion in 2018, with 86 percent of brands implementing paid tactics on the platform. With a focus on diversifying spend on the platform, Stories offers a huge opportunity for brands.

Not making the top ten list, but cool enough to note, was a skill we picked up while the event’s Story School was in session: the coveted “rainbow text hack.” Watch carefully and be patient with yourself (it took us a few tries).

Want to tap into the power of Instagram Stories? Let us help.

Expenditure on Father’s Day expected to reach £799m

Father’s Day marks the end of a solid performance for the events calendar during the first half of 2018, which has provided some positivity in an otherwise challenging retail market. Following on from the feel-good warm weather of May and …
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The post Expenditure on Father’s Day expected to reach £799m appeared first on Savvy Thinking.

TWIM: Building a Local Presence, Using Google Images to Boost Sales, and Driving Traffic from Pinterest

Happy Tuesday!

This week we’re covering factors to help build local presence, how a Google image search can help with customer acquisition, and how your business can use Pinterest to drive traffic. We also look at the ranking elements of a successful ‘Contact Us’ Page, and new integrative features between Facebook and Instagram.

Three Factors to Consider When Building a Local Presence

Studies have found that nearly half of all Google searches are local. As local search continues to grow, Pratik Dholakiya takes a look at three factors to consider as you build your presence.

Factor 1: Voice Search: More emphasis is placed on long-tail keywords and hyper-local searches. Focus your SEO more on a conversational tone. Write content that focuses on the who, what, where, when, why, and how.

Factor 2: Customer Sentiment. Building a local presence is all about playing to the trends of the area. Your business needs to be monitoring online conversations and interactions surrounding local keywords. This will help to understand how a person can interact with your brand and content.

Factor 3: Consistent Reviews.
Local reviews are some of the most powerful variables in your SEO strategy. Most consumers will make a purchase based on opinions they find about a product or service. If you want to build up your local presence, you need have a system in place to capture and display reviews on a regular basis.

How To Use Google Images to Drive E-commerce Sales Before Your Competitors Catch On

Google has created a new way to acquire customers and most businesses may not even be aware of it. The removal of the “View Image” feature in image search means you can now try to rank for the front page of Google image search to get organic traffic. It’s been discovered that 72% of shoppers browse images before making a purchase. By focusing on the SEO of the images on your site, you have the opportunity to rank for an image that can actually result in a conversion.

Here, Neil Patel looks at four ways you can begin optimizing your images to rank well. One example is optimizing file names and alt tags. Make sure that your images have descriptive file names and tags for Google to be able to crawl them. Alt tags allow Google to be able to “see” your image. If you don’t use an alt tag, all it knows is that it’s an image by the “.jpg” and that’s it. Read on for more tips!

How to use Pinterest to Drive High-Volume Traffic on Auto-Pilot

93% of Pinners use Pinterest to plan purchases. If your website has a blog and you are consistently putting out content, you should consider using the platform for traffic and content promotion. Jessica Fosters looks at ways to use Pinterest to drive traffic to your site.

First, do a bit of discovery. You’ll need to explore the platform to understand if your content is a good fit. Start by doing a basic search for popular categories—does your business fall into one of them? Next, search for your topic and compare the displayed results to what your business is publishing and determine if they are aligned. Lastly, look at the suggested topics and consider if these terms will help your SEO strategy. Once you’ve determined if Pinterest is right for your content, get creating and optimizing your content, profile, and pins! Read on for more of Foster’s tips.

The 10 Best Ranking Contact Us Pages on the Web

When designing your webpage, you may not be giving your Contact Us page much thought. In reality, that page serves as a gateway to your business. This all-important page should be visually attractive and written well and be cohesive with the rest of your site. Chuck Price looks at 10 of the best Contact Us pages that rank and compares them.

Bear in mind that these are large brands and when doing your own competitor analysis, you should be searching within your industry and niche. After comparing the brands Target, AT&T, PayPal, IKEA, Verizon, Dropbox, Box, StubHub, Uline, and Active Network, Price identifies three similarities. A Contact Page should clearly provide contact details, provide a good mobile experience, and every element should function properly. Having clear contact information establishes trust, making text easy to read and forms user-friendly, and testing every interactive element will go a long way to making a page rank.

Facebook Tests New Way to Cross Post Content from Instagram

While both Facebook and Instagram have remained separate for the most part, Facebook is rolling out new ways to integrate the functionalities of both platforms. One can only assume that by making it easier for a user to share their content between the two social networks, this will help boost the content that is posted on Facebook.

In this latest update, Facebook is giving a user the ability to post their content from their Instagram account onto Facebook while using the Facebook app. The ease with which to post could see a jump in content…if a user is already posting on Instagram, why not share it on Facebook too? In addition to content, Facebook allows businesses to access an integrated Messenger, inboxes, and advertise a campaign on both Facebook and Instagram. Given the popularity of both the apps it makes sense for Facebook to cross-pollinate their content, however, with concerns surrounding their privacy regulations, they should proceed with caution.

The post TWIM: Building a Local Presence, Using Google Images to Boost Sales, and Driving Traffic from Pinterest appeared first on The TechWyse ‘Rise to the Top’ Internet Marketing Blog.

The Importance Of Corporate Social Responsibility In Business

In 1925, President Calvin Coolidge famously declared “the chief business of the American people is business.” For generations, U.S. companies (and those around the world) religiously followed that mantra, doing everything necessary to maximize bottom lines and shareholder returns – even if, at least at times, “doing everything necessary” was at direct odds with important societal or environmental concerns.

Times have changed. Today, most people are strongly in favor of corporations and smaller companies contributing to a better world. Major studies have shown, for example, that:

  • More than half of all consumers would pay higher prices for products made by firms with a strong commitment to the environment and to societal improvement.
  • Nine out of ten buyers would switch brand allegiances based on a company’s social commitment.
  • 65% of workers would strongly consider quitting their job if their employer’s policies hurt the environment.
  • Over half of millennial workers would take a 20% pay cut in order to work for a firm that is socially responsible.

Most of the corporate world has responded to those concerns by developing corporate social responsibility (CSR) policies, which are codified in writing and guide company operations. In fact, well over 90% of the world’s biggest corporations publish annual CSR reports, and almost two-thirds of CEOs say they’re increasing their annual investment in corporate responsibility. Unquestionably, one reason for the increased emphasis on CSR is that many companies believe in “doing good.” But another reason is that corporate citizenship has become extremely important for a business looking to prosper in the 21st century.

CSR: Important For Branding

The keys to successful branding are building trust with the target audience and maintaining it with an existing customer base. In effect, it’s an exercise in reputation building. One of the best ways to establish a brand’s reputation is by being socially-responsible – and ensuring that the audience is aware of the company’s commitment to social or environmental causes.

There’s always a short-term cost to building a brand. And it’s true that doing it through CSR programs, cause marketing and direct contributions may incur larger costs than traditional branding campaigns on traditional media or online. The costs might include, changes in corporate operations which initially raise expenses, charitable giving, or allowing employees to devote otherwise “productive” time to support social causes. With the exception of cause-related marketing campaigns, these branding costs are unlikely to pay immediate financial dividends.

However, all branding efforts are long-term plays, and the financial benefits of branding through socially-responsible means are potentially much greater those provided by an ad or Internet flight. The bond formed between customers who believe strongly in a social cause, and a brand which they perceive to align with their deeply-felt beliefs, should greatly outweigh any short-term costs.

Studies show that eight out of ten consumers consider a company’s CSR before making a major purchase decision. Even more believe that a company should try to improve society or the environment while achieving its business goals, and a full nine out of ten will stay loyal to a brand when they form a strong psychological connection to the brand based on shared interests. That’s a formula for profitability which can last a lifetime.

CSR: Important To Customers

The numbers just mentioned show how crucial CSR has become to buyers. There’s more to the story, though. A good start is the fact that more than 50% of customers would be willing to pay higher prices for products offered by companies whose social values align with theirs. In addition, more than three-quarters say they would avoid or boycott a brand which supports an issue they personally oppose.

Those aren’t “blue sky” numbers. Nielsen has looked at sales numbers for products which either label their products as sustainably-produced, or actually promote their commitment to sustainability through marketing efforts. The average annual sales increase for labeled products was two percent. The increase was five percent for products whose manufacturers made a concerted effort to publicize their belief in, and practice of, sustainable production methods. The impact of corporate social responsibility is greatest among younger demographic groups, particularly with millennials. But CSR is definitely important to all age and socio-economic groups, and its importance is growing each year.

CSR: Important To Employees

This article has presented several statistics showing that a majority of workers prefer to work for a socially-responsible company, with a large number of millennials willing to back their beliefs by taking smaller paychecks. The importance of corporate social responsibility to a workforce, however goes even deeper. Studies show that employees are more productive and loyal when working for a company with a strong CSR commitment, because it gives them a sense of purpose and a feeling that they’re helping society. Those benefits increase even more when workers are allowed to devote a small amount of their paid work time to social causes they and the company support.

CSR helps with hiring, too. Millennials make up the largest portion of today’s workforce, and will be 75% of the workforce in less than ten years. They’re also one of the best “investments” a forward-looking company can make in its future. We’ve mentioned the importance of social-responsibility to consumers in the demographic, but organizations have discovered that a strong commitment to corporate social responsibility is a major advantage when hiring millennials. A study has shown that nine out of ten younger job applicants prefer employers who are environmentally and socially active and responsible. A powerful CSR is also a powerful recruitment tool when trying to attract those workers.

That’s one more reason why any business which feels that its workforce is important – naturally, that’s almost every business – needs to implement and adhere to a strong policy of CSR.

CSR: Important To Investors

Corporate social responsibility does more than increase long-term profitability. It also spurs investments in an organization. A FleishmanHilliard study found that more than 80% of investors are more likely to put their money into companies with strong and publicly-recognized CSR efforts and initiatives. Why? They believe there’s less risk when investing in companies which operate honestly and with obvious transparency. They also believe those firms are more likely to survive over the long run.

The strongest evidence of the value of CSR to investors: research shows that they place a 25% premium on companies which have a strong record of corporate social responsibility. Those with an unimpressive CSR record are valued 9% lower than average. Perhaps the best summary of why corporate social responsibility is so important to today’s businesses comes from Cone Communications, which does regular studies on CSR and its effects: “CSR is not a fad, a trend or ‘nice to have.’ It’s a business imperative that must be authentic and seamlessly integrated into the brand value propositions.”

The post The Importance Of Corporate Social Responsibility In Business appeared first on Don’t Panic London.

Foreign sells: Why the country-of-origin effect is an important brand lever

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Colorful advertisements, television ads and tourism: foreign influences in the major growth markets are getting ever stronger – and they are leaving a clear mark on the perception of local consumers. In addition, the economic opening up of these markets through their WTO entry and bilateral trade agreements are flushing more and more Western brands onto local shelves. The more respected the country of origin, the greater the propensity to buy. Sometimes the foreign brand origin proves to be an important factor in the international brand development.

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Social Media News Roundup: June ’18 Week 1

In social media news this week, Instagram wants to extend video upload limits, Snapchat wants to seamlessly sell tickets, LinkedIn wants your #feedback and Facebook boosts its Marketplace.

Instagram are thinking of extending the time limit on users’ videos posted on the social site. At the moment, people can only share videos that are up to sixty seconds long. The time extension could really up Instagram’s video hosting game and make it a competitor among Snapchat and Youtube as a place to upload longer, more engaging content. We wonder how long the restraint will be stretched to – we can all only take so much of other people’s summer fun before getting some serious FOMO.

Snap Up Your Concert Tickets

SeatGeek and Snapchat have joined forces to help users buy tickets for their favourite artists’ gigs and to support their football team at away games directly through the app. This means that users can swipe up on Stories and buy tickets straight away – they do not even have to leave the app to purchase.

It will be interesting to see what alliances form with other companies as Snapchat begins to push the boundaries on traditional marketing and advertising.

LinkedIn Wants to Hear from You

LinkedIn has created a new feature that asks users to follow hashtags that relate to things they are interested in. Consequently, whatever a user decides to pick refines their own news feed. LinkedIn is aiming for users to personalise their feed, so they have a more unique, personal experience on the social media site. Optimising your feed with relevant hashtags means you see more of what you like, and less of what bores you. The hashtags were originally there, but LinkedIn is putting a large emphasis on picking what content you want to see and using the hashtags as a way to do this.

Give Your Old Coffee Table a Boost…

Advertisers are used to boosting posts for promotions on business pages, but Facebook are finally letting users promote their own listings on Marketplace. The process will be simplified and will run like a normal ad – buyers will have to set their budget and choose how long they want others to see the advertisement for. The target audience cannot be made as specific as it can be on a normal ad but will be limited to people nearby who are over the age of eighteen. However, if someone does click on the link, Facebook will aim to reach those similar to that user in the hope that more people click through to the advertisement. The promotion will stop if the product is sold before the time’s up.

This is great news for those who want to sell their cupboards, but not for those who hate ads.

The post Social Media News Roundup: June ’18 Week 1 appeared first on Giraffe Social Media.