#SHARE60 – Tools, fools and Snapchat School

This week in 60 seconds…

A final thought…

With over 1.94 billion users on Facebook, you’d be a fool to think your brand doesn’t need a Facebook page. Even Twitter has one. More importantly, however, you should notice that most of the new tools and features creeping into the platform offer incredible opportunities for your brand to directly engage with and retarget users. Of course, you can only take advantage of them if you’re on the platform in the first place.


#SHARE60 Data Dose and more:    
                                       

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Snapchat’s attempts to drive more marketers towards the platform comes as no surprise, with only 7% claiming to have used it in 2017. Facebook reigns supreme at 94%, with more than half of marketers investing in its other platform, Instagram. Ad improvements in Instagram Stories provide even more reason (aside from pure scepticism) to refrain from entrusting their money in Snapchat.
This week we attended Teads’ AI & Advertising webinar. As we know, AI has the ability to learn, access copious amounts of data and even train itself – making these cost-effective and time efficient features even more attractive as replacements for human jobs. Speaker and CEO of Teads Studio, @emigal, believes that any businesses moving forward with AI would inevitably need to invest in their own Data Management Platform to help train and tailor it to their business.

SHARE’s #GE2017 prediction: can our finance guy beat the election pollsters?

  1. Can our finance guy beat the election pollsters?

When Theresa May shocked the UK by calling the snap election, it seemed fairly certain that she’d walk the race leaving a disheveled Jeremy Corbyn in her wake. However, the straight-talking socialist has been building momentum whilst May takes a more reserved approach. The result? Well, if recent YouGov polling is anything to go by, the two diametrically opposed candidates are now closer than ever as they lumber tumultuously towards the finish line… But, is it as close as they are suggesting?

With all the official exit polls, YouGov studies and industry experts giving their opinions on this week’s election, our data team challenged our Finance Manager, Connor, to take on the world of data science to see if he could beat the experts.

Here are his predictions…

Connor’s key findings:

  1. There was not an inherent bias towards the left, which multiple news outlets and research firms suggest is prevalent on major social media platforms.
  2. More often than not, individuals Tweeted positively when mentioning a party or party leader.
  3. At the time this research was being carried out, the results were not incredibly dissimilar from other polls such as YouGov, Comres, ICM and Ashcroft.

Looking at these findings, it appears that the UK’s approach to the political landscape is more positive and balanced than traditional media outlets would have you believe.

And here’s the science bit…

The total UK sample was made up of seven sub-samples of approximately 350,000 Tweets – these samples were randomly pulled from Twitter between 18th May – 30th May during the election period. The data was then filtered and parsed through a sentiment algorithm, where the polarity of each Tweet was used to assess an overall sample sentiment which should indicate voting preference… If the original hypothesis was correct of course.

This method was applied to all parties that currently hold seats. However, exact predictions were made only for Conservatives, Labour, Liberal Democrats, Green, SNP, Plaid Cymru with all other parties are listed under ‘Other’. Finally, seats were then allocated proportionally based on the overall sentiment score of each party.

So, a final thought from us to keep you thinking: should social media platforms offer a service to provide balanced news feeds to prevent the incessantly mentioned echo chamber effect? And, more importantly, are social channels like Twitter a reliable alternative to polls such as YouGov? We’ll soon see…

If you have any questions or would like any further information on our research or methodology, please get in touch with Emma on emma.fleming@sharecreative.com.

#SHARE60 – Political polls, grammar goals and livestream loopholes

This week in 60 seconds…

A final thought…

Donald Trump gave us a masterclass in how not to do social media this week. As we said last week, good copy is the foundation of success as spelling and grammar issues open you up to ridicule and opportunistic hashtags. And while paying for followers may seem like a quick win, these people will have no followers themselves and will never interact with your brand – they are worthless. It’s as cliché as it gets but if building a massive following was that easy, everyone would do it.


#SHARE60 Data Dose and more:    
                                       

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Ahead of the general election, 39% of UK voters visit national newspaper sites twice as often as they usually do. With voters rating social media around 30% less accurate than newspapers, could the rise in fake news scandals on social impact it being seen as a trustworthy source?
Did you know our super talented full-time Art Director is also a part-time artiste? From hyper-realistic portraits to sketches of your nan’s cat, Robyn aka @sunondrybears.art puts pencil to paper for almost anything (almost). Check out Instagram for her latest stuff!

#SHARE60 – Bots, cops and social opps

This week in 60 seconds…

A final thought…

Looking out for social trends and opportunities before it’s too late is now more important than ever. Did you manage to jump on the Facebook Live voting bandwagon? If you didn’t, you’ve missed a chance for easy engagement. But don’t worry, redemption is within reach – the bot bandwagon is only just taking off, for smaller businesses anyway…


#SHARE60 Data Dose and more:    
                                       

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Although nearly 3/4 of consumers value brands for being humorous, only 1/3 would be likely to make a purchase based on it – responsiveness and providing educational material are more likely to encourage sales. Being honest, friendly and helpful are what consumers value most from a brand, which should urge companies to rethink their social laugh-a-lot strategy.
We attended the BIMA Breakfast Briefing this week, an event inspiring companies to instil an ethos of social good. Our key takeaways? Truly care about the cause, and be consistent on a brand and personal level. Whatever you do needs to add real value and make a difference, whilst also being something your mum will tell her friends about…

#SHARE60 – Snap elections, snapshots and Snapchat

This week in 60 seconds…

A final thought…

With Snapchat winning business with Warner Bros. and showing that it can find practical uses for cutting edge tech, faster than some of its competitors, the platform cannot be underestimated. How can you stay ahead of your competitors by using Snapchat’s contemporary approach to marketing?


#SHARE60 Data Dose and more:    
                                       

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14% of UK electorates believe that newspapers will play a role in influencing their vote in the up-coming general election – a 6% decrease from those who said these media outlets influenced their vote in the last election. In contrast, 13% of respondents said social media would influence their up-coming vote, up from the 2% that said it affected their last vote. Pressure will be on how social media is used to leverage votes in the next election.
Ever wondered why people put unhappy faces as their status?
Baffled by the number of fried breakfasts on your feed?
Our full time wordsmith, part time psychologist Harry Wright was in The Drum this week talking about Modern Marketing and Media – the behavioural sciences behind social media’s most irritating people.

#SHARE60 – Fake news, modification and chicken nuggets for breakfast

This week in 60 seconds…

A final thought…

So, you’ve been given the keys to Snapchat’s Ad Manager – what now? Well, it makes sense for small businesses to create local and social campaigns to raise awareness of their Snapchat handles. However, before you start, it’s important to understand that only video ads can be bought – if you want Lenses, be prepared to remortgage your home.


#SHARE60 Data Dose and more:    
                                       

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IAs much as 5% of UK consumers think that the deliberate spreading of misinformation by news organisations does not count as ‘fake news’, and almost a fifth are unsure. Interestingly, 17% of consumers feel adjusting news stories to fit a political agenda does not fall under the category of ‘fake news’. With recent efforts to protect us from this, part of the confusion might lie with our definition of the word ‘fake’ itself.
Congratulations to our CEO Ian Cassidy for being ranked in this year’s BIMA 100 – celebrating the individuals who are shaping the future of Britain’s digital industry. The awards ceremony earlier this week was an inspiring night with a strong focus on diversity. It was great to hear stories from the legendary Dame Stephanie Shirley who built a company of 300 female freelance programmers to address the gender imbalance back in 1962.

#SHARE60 – Targeting, millennials and gamification

This week in 60 seconds…

A final thought…

Using insights to target specific demographics is a fantastic way to connect with consumers and build following. However, it’s important to judge how appropriate and granular your targeting is – there’s a fine line between bespoke and impertinence.


 #SHARE60 Data Dose and more:                                             

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In Summer ’16, the vast majority of US summer-themed conversation on Facebook and Instagram took place on mobile; in most cases involving loved ones and recreational activities. When planning summer campaigns, advertisers should keep in mind both the device their audience is active on and their current mindset.
And finally, here at SHARE we’re super excited to announce that we have now moved! Fancy a day out of the office, a game of ping pong or even just a chin-wag over coffee/cocktails? Then get in touch, or if you’re in the area, we now live here: Floor 4, 38-40 Commercial Road, E1 1LN!

#SHARE60 – Gluttony, ad blockers and SHAREbot

Please give a big warm welcome to our newest recruit, SHAREbot – here to tell you who we are, what we do and how to join our team. Click on the gif below to find out more (for the best experience, check it out on your mobile!)

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This week in 60 seconds…

Final thought(s)…

  1. If adults are now watching over an hour of digital video per day, think carefully about how you make yours stand out and hold attention for as long as possible
  2. With ad blocking rising as quickly as video consumption, it’s essential for brands to connect with consumers using new, innovative approaches – get in touch if you’d like to learn more about future proofing your brand
  3. Microsoft and FaceApp’s racial blunders show the importance of thorough testing before launching your product in the public domain
  4. LinkedIn’s booming success shows the benefit of staying true to your core values and steering clear of saturated markets

 #SHARE60 Data Dose:                                             ChatBots:

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More than a half of UK consumers are aware of what a ChatBot is. However, three quarters have not yet spoken to one. This creates a certain pressure on brands to find new ways to implement ChatBots, with 35% of consumers striving to see more Bots, and looking for ease and speed in reaching their goals.
This week, SHARE attended an event on ChatBots. While it was key no brand should ever use new tech for the sake of it, it was clear that bots (used in the right way) could be problem solvers for brands. As always, a data-driven approach should be at the heart of any ChatBot project.

#SHARE60 – The F8 special

For those of you who don’t know, F8 is a conference held by the social giant that is Facebook. It’s a chance for people to effectively find out what the future holds for social media and, in particular, Facebook.

This week in 60 seconds…

  • The conference paid particular attention to Facebook Messenger which is gaining QR codes and the ability to help you order your food shop. But that’s not all…
  • You’ll soon be able to join group bots and find new ones more easily with a new discovery tab – if you’re not on the bot bandwagon by now, you need to jump on it ASAP
  • If that wasn’t exciting enough, you’ll soon be able to play Apple Music and Spotify in Messenger as well – you can pretend all of your friends have their own theme tune
  • Which all amounts to the fact that Facebook Messenger will become the driving force of your social and work life… if it isn’t already
  • With one of its apps taking the world by storm, it would be silly for Facebook not to launch another at F8. Which is why we can soon expect its first VR app – Facebook Spaces
  • Which should be a massive success given Facebook’s track record: now owning four of the five most downloaded apps in 2017, including WhatsApp and Instagram
  • It wouldn’t be F8 without a speech from the Lord of Social himself so here’s the highlights of Mark Zuckerberg’s keynote speech… condensed into 10 minutes
  • Now, there’s been a lot of talk about the death of the smartphone recently and it appears Mark feels the same way, seeing augmented reality as the future instead – as predicted by a certain weekly newsletter a few weeks ago…
  • But that’s enough about Facebook and what better way to distract us from it than porn? The marketing titan that is Pornhub has been showing its prowess by making movements in the photo app industry – watch out Snapchat
  • Speaking of porn, one of the only social channels which still supports it is Twitter, although that’s now launching in-stream video ads so there’s a strong chance people will be flocking back to Pornhub

A final thought…

The most important takeaway from this week’s #SHARE60 and F8 in general, is that the future of social is Facebook. For that reason, it’s important to stay abreast of the ever increasing services offered by the platform, so that you can use them to target consumers before your competition.


#SHARE60 Data and more:

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AI is slowly creeping into our everyday devices, without us being aware or comfortable with it. As many as 84% of consumers have used an AI-powered device before, with only 34% consciously doing so. This lack of knowledge might explain why only around a third are comfortable with AI technology. Does the industry need to do more to educate consumers?
From Art Directors to Community Managers, we have some pretty awesome people here at SHARE Creative. CCIlustrates aka our super talented Graphic Designer Chelsea is just one of them! Just check out her Instagram channel (especially if you are a Simpsons enthusiast!)

#SHARE60 – United Airlines, hotel rooms and The Simpsons

This week in 60 seconds…

  • With these advances in visual enhancers, it’s important to remember what will really keep consumers engaged with your brand: emotion
  • There’s nothing more emotive than the video content created by passengers of the recent United Airlines flight which has caused the biggest PR crisis of 2017 so far
  • But it’s not just brands that are having to adapt after losing favour, PewDiePie (the most highly paid vlogger ever) has promised to keep his content suitable for all ages after recent dramas…
  • More intelligent people, and brands, will realise that it’s best to start adapting before the controversy. Coca-Cola has been showing its marketing prowess once more by using educated foresight to avoid problems before they happen

A final thought…

Imagery and emotion are currently the driving force behind the marketing industry so make sure you’re taking advantage of them. With increasingly advanced visual tech, becoming available to all, user generated content can offer brands the opportunity to find meaningful campaigns in their followers’ lives and experiences.


#SHARE60 Data and more

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1/5 of consumers have boycotted brands following a scandal. Of this, 1/2 are due to tax avoidance and 44% are due to brand’s mistreatment of staff. It might come as a relief that only 25% would boycott a brand over offensive advertising, giving brands a bit more room for controversy (within reason – looking at you Pepsi…)
Last week our Project Director, Anna, attended a talk hosted by the Hoxton Mix Collective on the state of voice activation in 2017. With a mix of speakers ranging from Amazon, Google to Unilever, it is clear that after getting down and digital with the latest tech, the future really is hands-free.