Our Thoughts and Insights

Friday5 | How to Strengthen Measurement and Reporting

Consumer Trends & Insight, General, Innovation, Media, Technology
Facebook is dead. Long live Facebook.

Check out Edelman Digital's top five tactics for improving digital advertising reports.

Following a regular measurement and reporting process can help illustrate the impact of a brand/organization’s online presence and lead to content optimizations. Whether it’s campaign-focused reporting or an established monthly/quarterly cadence, here are five tactics for improving the process and final product:

  • Campaign reporting brief
    For a specific campaign report, begin by outlining campaign objectives, digital tactics (i.e. social amplification, webpage overlay, paid partnership), timeline and key players. Using the brief to inform the report output ensures it focuses on the right metrics to tell the right story across all campaign elements.
  • Benchmarking
    Telling a story with report data is more impactful when you offer the context of benchmarks based on historical data. Instead of saying the campaign resulted in 2,103 new Twitter followers, you can make these results more meaningful by adding that the audience growth was 70 times the typical growth over any other month of the year. Benchmarking also tells a more objective success story than comparing engagement metrics with other brands’ social channels.
  • Tracked links
    Using tracked links through Google Analytics can help organize referral traffic data for reporting purposes by segmenting specific traffic sources from the complete data set. Create tracked links for all digital assets linking back to your site, including display media, paid search ads and sponsored content to analyze how traffic from those sources differ from other visitors. Do visitors from sponsored content pieces stay on the site longer or view more pages than average? Are paid search ads driving new traffic or bringing returning visitors back to the site? What percentage of overall traffic is driven by display media?
  • Reporting ROI
    Though still relatively new, the addition of ‘Buy Now’ buttons to Facebook and Twitter will allow brands to report ROI of paid social for new product launches, flash sales and the like, which adds more business-oriented metrics than reach and engagement. Even without the ‘Buy Now’ features, brands can implement conversion pixels to attribute ecommerce sales to each social platform.
  • Optimize to improve results
    Reports are most helpful when they offer insightful analysis and recommendations for reaching goals, content improvements, adjustments in content cadence, paid strategy and the like. Ensuring optimal execution elements are perpetuated and issues are addressed should always be a reporting objective, making content creation, distribution, reporting and optimization cyclical.

 

Written by Josh Lieberthal.

Friday5 | Live Streaming Best Practices

Consumer Trends & Insight, General, Media, Technology
Social Media Live Video Streaming

Check out Edelman's top five tips for achieving maximum live-streaming results.

Live streaming, the practice of capturing and broadcasting video content in real-time, captivated brands and consumers alike when Meerkat hit the market at SXSW in 2015. Twitter-owned Periscope was soon to follow and today Facebook Live is available to all users. These new platforms provide an exciting opportunity to create and extend the dialog between brands and consumers by facilitating the most direct communication new media has achieved.

The Digital team in Dublin recently utilised Facebook’s live-stream as part of the Pawsitive Living campaign for our clients in Pedigree® and Whiskas®. The stream was captured from the inside of the ISPCA’s ‘Puppy Pen’ at Pawsitivity in the City. The live-stream allowed Pedigree fans who could not attend the event, to experience the festival in real-time. The stream was published on the Pedigree Ireland Facebook page and garnered 12,100 organic video views.

Screen grab of Pedigree Ireland's live-stream of the ISPCA's Puppy Pen at the dog festival, Pawsitivity in the City

Live video has been reported to achieve 10x the engagement of pre-recorded video because the audience is participating in an instant feedback loop. Here are our top five tips to bolster your approach to live streaming:

1. Make it interactive
Be casual and avoid one-way, scripted broadcasts. Viewers want to feel engaged, so it is a best practice to not only ask questions but provide answers to those questions. Watch comments and “likes” for indications of how the audience is enjoying the content and give them more of what they want.

2. Leverage influencers
Brands and organizations can broadcast through branded accounts but it is ultimately the people on camera doing the talking. Take advantage of your best spokespeople – employees, experts or otherwise – by allowing them to serve as a broadcaster and trusted voice for the brand.

3. New ways to broadcast
In its infancy, broadcasting a live stream was limited to your smartphone camera. Today, you can Periscope wirelessly from a GoPro and use any camera to stream Facebook Live. Although smartphone cameras continue to improve, using a better quality camera allows you to be hands-free to capture more immersive HD footage.

4. Build and maintain an audience
For planned broadcasts (events, product launches, behind the scenes, Q&A, etc.), give your followers advance notice so they know when to tune in. Similarly, let them know when you plan to broadcast next to give them something to look forward to. Think about your live streams as a series of episodes to tell your brand’s story – how can you extend conversation to sustain audience engagement and attention from broadcast to broadcast?

5. Save it for later
Periscope allows users to download previously recorded videos within 24-hours of broadcasting. Download broadcasts for future use as standalone evergreen content or as part of a long term video project.

Find this article online: http://edl.mn/1WgfyNw

Written by Josh Lieberthal, Edelman Chicago.

Friday5 | Takeaways from Facebook’s F8 Conference

Consumer Trends & Insight, General, Innovation, Media, News, Technology
Mark-Zuckerberg-Facebook-F8-2016

Here's the 5 things you need to know about Facebook's F8 conference.

Why it matters by Neil Mohan and Josh Lieberthal

This week Facebook hosted their annual F8 conference, a look at what the world’s #1 social network is planning for the present and the future. Based on what was discussed this year, here are five ways to bet on the future of this essential platform:

1. Live video
Live video does get 10x the engagement of pre-recorded video because the audience is participating in an instant feedback loop, but the jury’s still out on whether the spontaneity and prioritization to the top of the newsfeed is worth the decline in content quality. (That is, no editing, no do-overs, no proper subtitles, no multiple cameras yet etc.). Facebook announced added functionality to live broadcasting and now allows drones, cameras and other devices to stream directly to Facebook Live.

2. VR
Although Generation Z members are notorious multitaskers, the assumption that they have the attention spans of goldfish is a vast misconception. Rather, they have an eight-second filter. Bombarded with limitless information, Gen Z-ers effortlessly sort through clutter to decide what’s worth their time. For brands, this means messaging needs to be captivating, attention-grabbing and fresh. Stick with images instead of text and content that comes in “snackable” form – short and easily digestible.

3. The ease of private conversation
Just as when Facebook invented “Facebook tabs” to build mini-versions of your page within the Facebook interface, they’re now betting people would rather use the consistent interface of Messenger to interact with an organization instead of a proprietary website/app/call center/email etc.  If this artificial intelligence works well, could be a game changer:

(a) Driving conversation from public communities (FB timelines, Twitter) to private FB messenger

(b) Chatting to place an order or get information vs. interaction of browsing a site or app

(c) The artificial intelligence that powers the conversation and drives the action (“Bring me an UBER and order me flowers. Have the UBER take me to the flowers. The flowers have to be the kind my wife always posts to Instagram.”)

4. Artificial intelligence
A pillar of its future growth, Facebook is building better AI in the fields of Vision, Language, Reasoning and Planning that will make all the experiences we build smarter, better targeted and more relevant. Facebook’s most relevant examples of their AI work were:

(a) The aforementioned chat bots

(b) Having Facebook photos without any tags or captions described to the visually impaired (“There are two people with sunglasses, one of them likely your sister Sarah, on a beach playing volleyball.”)

(c) Searching for a photo amongst your network by describing it (“I need that photo of a kid in a bathroom brushing his teeth and the cat is in the sink”).

5. Helping others monetize content on Facebook
Facebook revealed a policy change and functionality now allowing third parties (publishers, organizations and influencers) to partner with a brand on a piece of content.  The brand’s role can’t be pre-roll or a static ad within the content or profile pic–it has to be genuinely integrated somehow.  In general the change is well thought through, discloses to the user that a brand is involved and allows the brand to measure and amplify the third party content.Speaking of keeping content in Facebook, Instant Articles and Canvas Ads are features allowing publishers or advertisers to put their long content into a simple Facebook-created template that downloads in the background of your newsfeed, so when you click on a Facebook post it opens instantly.  These programs for publishers and advertisers were in limited beta but are now open to everyone and easy to implement, measure and drive results.

The coverage about #F82016 was positive re: how forward-looking Facebook is and transparent with its mission, roadmap and open source projects. Happy Facebooking.

Find this original article here: http://edl.mn/1TUkx6l

 

Photo: Facebook

Edelman #HotDesk Shortlisted in The Drum's MOMA's

Consumer Trends & Insight, General, Innovation, Media, News, Technology
Hotdesk

Check out our recent work, shortlisted for Best Brand Awareness Mobile Campaign/Strategy and Best Use of Technology in The Drum's MOMA's

We are delighted to announce that our work at the DMX conference has been shortlisted in the following two categories of The Drum’s MOMAs (Marketing on Mobile Awards).

• Best Brand Awareness Mobile Campaign/Strategy
• Best Use of Technology

We collaborated with our tech team in Brighton, to add some fun and excitement to the Edelman stand at the DMX event. Our strategy was to create a unique and innovative presence that differentiated us from our competitors.

And so, the Edelman #HotDesk was born – allowing users, both at the conference and at home, to interact in real time with the conference stand; to find out about Edelman and the services offered, in a fun and innovative way. Emerging technologies, such as microcontrollers and Websockets were used to make the stand fully interactive. To reduce any barriers to entry, we ensured users did not need to install any software, and the #HotDesk was fully compatible with a huge range of devices.

Check out The Edelman #HotDesk on our YouTube channel.

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