Tag Archives: social media

Coffee Corner by Joanne Wan

4 social media analytics resources for bloggers and content marketers

It’s been great working with Nesta’s Destination Local project over the past few months. Like other sectors, local news has seen its fair share of disruption and, as local print papers decline, it’s interesting to see how independent online media are stepping into the breach.

In September 2015 Nesta announced funding for 10 hyperlocal publications. The funding was accompanied by support and training and was intended to help participants “define and measure their success online”.

I was brought in to help with social media analytics. Although the resources I produced are created for hyperlocal publishers, the practical advice is relevant to anyone publishing online today – so whether you’re a blogger, content marketer or freelancer, please take a look!

Here they are:

  1. A Guide To Social Media Analytics (video)
  2. Twitter Chat On Social Media Analytics (Storify)
  3. Setting Up A KPI Spreadsheet (blog)
  4. Six Great Insights Social Media Analytics Can Give You (blog)

I hope you find these useful. Please feel free to share, and do let me have your feedback and any questions in the comments. Or you can always tweet me @JemimaG.

Photo: Joanne Wan

Marques Almeida

Burberry, McQueen and Marques Almeida are stand-out social media stars at London Fashion Week

The big news from February’s London Fashion Week came from Burberry: this was the last show in which clothes would be previewed for a later season. From September, the public will be able to buy all Burberry clothes as soon as they have appeared on the catwalk. This announcement, and the discussion around it, helped Burberry to a huge share of the online conversation during #LFW16.

There were more than 80 designers showing their Autumn/ Winter lines this week so, to get a snapshot of social media activity, I compared five of the top UK designers with five up and coming labels. I used Brandwatch’s analytics platform to measure variables such as share of voice, output, sentiment and topics. Here’s what I found…

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Brand management in a social age

Brand management for a social age

A few weeks ago I gave a guest lecture at Henley Business School for full-time MBA students. The brief was to cover best practice in social media marketing – within the broader context of brand management.

Here are the slides: Brand management for a social age

I also ran a practical afternoon workshop where students had to promote their own product or service on Twitter. It was fun – the students were great, and Henley’s Greenlands campus is beautiful. Thanks Dr Cigdem Gogus and team for the invite!

Photo: Jose Oller

M's Valentine Chocolates by Cocreatr

It’s not all roses for chocolatiers on Valentine’s Day

Everyone loves something sweet from someone they love – and chocolates are the UK’s most popular Valentine’s gift. So how are chocolatiers using social media to ensure that out of the whopping £1.9 billion UK Valentine’s spend, they get a decent slice of the action?

I looked at eight of the best independent chocolatiers on Twitter to see how they’ve performed in the last month. Here’s what I found (thanks Brandwatch for the data and analytics):

1. In terms of audience, Rococo Chocolates are most loved of business executives, Hotel Chocolat of politicians and Green & Black’s of fitness gurus – so now you know! (See fig.1 for breakdown and more details). Women love Chococo and Hotel Chocolat while men tend to go for Paul A Young or Mast Brothers (both brands with something inherently manly about them).
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Helen Brocklebank in conversation with David Aaronovitch

Reaching out from silos – but remaining firmly in our bubble

It’s the most fantastic luxury to be able to spend a day (or two days even) walking around chatting to like-minded people and listening to feisty speakers talk about politics, economics, culture and the state of the world in general.

Maslow’s hierarchy of needs places self-actualisation at the top. And it’s true: only when all other basic needs are met, are you able to indulge, retrospectively and introspectively, in thinking about what being “you” might really entail.

So, there’ve been some brilliant speakers so far at Names Not Numbers, taking place in London for the first time this week, delivered under the broad theme of “The True Human”.
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Tiger boy by David K

15 content ideas for primary schools on Twitter

I’m chatting to one of my local primary schools about using Twitter. Like many organisations, they’ve set up a feed, but don’t seem quite sure why they’ve done it or how to make the most of it.

Twitter is a great way to connect with the surrounding community (hyperlocal publishers are always great sharers of local content) as well as a means to get your school noticed by the wider educational establishment. Twitter lists are a good way to keep tabs on local media and education experts.

But what should primary schools actually tweet about? Here are some ideas:
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Burberry's Christmas 2015 campaign on YouTube has been viewed 12.3m times

Less is more: the social media strategy of luxury brands

Christmas is coming – and luxury brands’ coffers are getting fat. We’re feeling festive so we’re happy to wallow in nostalgia and fantasy. And what’s wrong with that?

Luxury brands do their marketing very differently from everyone else. Whereas for most, social media is a matter of engagement, luxury brands have a different type of relationship with their audience: it’s all about aspiration.

So while an inexpensive fashion brand like (say) George at Asda might be super-chatty and responsive to its audience, Burberry will remain aloof, letting fans and followers do the talking. This is the “velvet rope” approach – discussed in detail in a panel I blogged at London Social Media Week.

This strategy of exclusivity is well-illustrated in a recent report from Brandwatch: Social Insights on the Luxury Fashion Industry. The report analysed more than 200,000 Twitter conversations around luxury fashion brands and found 99.63% of mentions (tweets, replies and retweets) came from consumers, with posts from luxury brands’ Twitter accounts making up just 0.37% of the conversation.

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Royal Holloway - Founder's Building

Social media – the art of digital storytelling

On 3 December I gave a lunchtime seminar at Royal Holloway University of London. The brief was to give an overview of social media marketing and also talk about how social tools are being used in other aspects of business, such as CRM and project management. Here are the slides: Social media – the art of digital storytelling.

Royal Holloway was originally a university for women – men weren’t admitted until 1965! The Founder’s Building – in all its Victorian gothic glory – is quite amazing. It wasn’t snowing, as in this beautiful pic, but it was cold enough. I hope to get the chance to visit again soon.

Photo: S Tore

Bleach London Psychedelic Soho Hair Rave

Bleach London: the ultimate social salon

Creative, visual and consumer-facing – why would hair salons have a problem with social media? But the conversation on social media in the UK is dominated by just one name: Bleach London.

The Dalston salon’s YouTube channel (above) has 4.7K subscribers. It has 50K fans on Twitter, 70K on Facebook and 240K on Instagram. Bleach’s “how to” videos notch up an average of 11K views, and a new hairstyle can be trending on Twitter within hours (witness the excitement around Lottie Tomlinson’s new #RainbowRoots on 5 November).

Just to put Bleach London’s online presence in context, out of the ten UK salons I surveyed, Bleach takes 74 per cent of social mentions (see Brandwatch graphic below). Bleach London’s nearest rival in terms of social voice comes from Mark Hill in Hull – a savvy salon with its own product line in Boots and a staunch fanbase among Geordie Shore cast members. But Mark Hill still only gets 10 per cent of social mentions.

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