Using an App as part of your Content Marketing Strategy

lavinia baciu irelandGuest post by Lavinia Baciu

With over 12,000 downloads to date the new Irish Red Cross First Aid app is a great example of an approach to content marketing,

The app links perfectly to what the Red Cross believes – ie that everybody can learn basic first aid – and the App aims to get that message out there and make first aid more accessible to the general public.

When it comes to its inbound marketing benefits, this newest a

ddition to their content marketing family is really working. From a lead generation perspective they have already received inquries about first aid training courses – increasing their reach in terms of those who know that they provide this service.

The Analytics tool within the app is allowing the Red Cross learn more about the demographics and behaviour of their users. Analytics information is also used to tailor Social Media posts with content related to content that is popular on the app. Therefore offering consumers more of the content they want to see.

The same information from Analytics was used to optimize Adwords and Facebook ad copy. Initially the ads had the general sound of ‘download your app’. But soon the ad copy was optimized to reflect why the user should download the app-‘Would you know what to do if someone was bleeding?’

It’s been only a few weeks and the app is already sitting at the head of the table of content marketing at the Irish Red Cross. People don’t get all their news from the TV or radio anymore, but increasingly rely on their phone to instantly deliver them important information. The Red Cross, along side its role in disaster relief, is an active player in preparedness matters, eg notifying the public of various emergencies. The push notifications functionality of the app allows just that –deliver useful content to those who need it and also in a real-time fashion, thus bringing the organisation much closer to its audience.

The biggest take-away from this project was how useful app Analytics can be for the marketing and communications teams if thoroughly checked and compared with other stats from Email or social media campaigns. Even more, being able to track which campaigns or traffic sources triggered the app is pure gold and it allows for proper analysis of referral sources and also budget changes so as to suit the better working referral channels.

download the app

Users three times more likely to engage with video on mobiles than desktops

dot rising reported last week that “new data reveals that those who view videos on smartphones are nearly three times more likely to click through to a brand’s website than if viewing videos on laptops or desktops.”

The report by Unruly revealed new stats that show CTR on desktop at 5.45%, compared to a 13.64% on mobile. As well as this, the data highlights that interaction rates for mobile are up a massive 105.63% to 22.64% in Q3 2013.

dot rising comments that “The continual reports regarding the rise in popularity of mobile highlights that now, more than ever, brands must ensure their sites are successfully optimised for mobile and tablet users. As well as this, branching into the realm video marketing is also of utmost importance for companies looking to stay on-trend and relevant for consumers”

Smart mobile ad

I saw this on Best Ads and thought it was pretty smart:

To promote LG’s new smart phone G2, M&C Saatchi, Stockholm created a whole new way of making banners relevant to mobile users. The banners detect what phone you are using, compare it to the LG G2 and customize the message. The banners appeared in Scandinavian HTC’s, Samsungs and iPhones on the 4th of October, 2013.

Snapchat and you – what to do.

18.6% of iPhone users have the Snapchat app making it the ninth most popular iPhone app there in terms of usage.

So what is Snapchat?

Snapchat is a social photo app that allows users to send photos and videos up to ten seconds to a friend before the file self-destructs. Never to be seen again. Yeh – its like the mission impossible app!

So how can your brand use it?

Well in one of their handy e-books HubSpot suggest the following uses:

  1. Send discounts and coupons
  2. Host a contest
  3. Go behind the scenes at your company
  4. Sneak peak new products

What are the risks?

Snapchat has been criticised for encouraging sexting and despite message self destructing people have been saving images and sharing them on other social networks (i’ll let you google image search this one yourself!). Brands like Karmaloop are active on the platform and Megan Knisely, Karmaloop’s marketing director, said she’s willing to let her brand occasionally show a little skin to get the attention   “Our snaps are not for the faint of heart—you got to be ready for a little bit of boobs and butt,”. Taco Bell are also active on the site, but they aren’t going the boobs and butts route.

Snapchat Stories

So snapchat is all about the moment, so its there and gone, but recently they introduced Stories. Stories allows you to add a “snap” to a feed for 24 hours before it vanishes. This clearly seems like a move that will help them monetize the platform and get more brands on board, but is it not a change in direction. I wonder will this impact the platforms popularity?

So what now?

Snapchat is certainly one to watch. But when we are looking at your resources and allocation of budgets, unless you are in the Taco Bell, Coca Cola (global brand, big spend space) this is probably all it is for now – one to watch. If you are a big brand in an emerging snapchat market, there could be merit in talking to them about a campaign that could get you a first mover/early adopter advantage.

Need to explain Digital to your colleagues?

gregpou

I found this presentation from Greg Pouy on adverblog and thought it would be good to share. Sometimes we do need to explain digital to people who may not quite get it, and most times its ok that they dont, but sometimes it helps you manage processes and expectations if they do understand some of the elements.

The Irish Digital Consumer Report 2013

ImageReally clever idea by Digital Planner Shane O’Leary. He has created this really useful resource for people who are interested in digital stats. This is a great example of content marketing for a few reasons:

  1. Shane has created something people want (and are searching for)
  2. He has made it available to download through his site (driving visits)
  3. People are now more aware of digital planner Shane O’Leary
  4. Finally he has shown that content doesnt need to be intimidating or ridiculously long to be of value

If you would like your copy of the The Irish Digital Consumer Report 2013 – check out Shanes site here

Romanian Coke ad merges Twitter and TV advertising

I read this on .rising this morning (a great resource). Its another bid of advertising innovation, this time using live Tweets in a TV ad. .rising explain it really well and there is (a slightly annoying) video that shows it in action.

In a bid to connect the often separate worlds of TV and online advertising, an innovative ad created by Coca-Cola and aired in Romania used software that allowed a TV advert to air live tweets by viewers while it was playing.
As the video below explains, Coke’s spring campaign in the European country looked to address the fact that 60% of people in the country prefer to sit in front of the TV instead of eat their meals together. Inviting them to share a Coke and eat a meal with others who may also be eating alone, viewers were asked to tweet with the hashtag #LetsEatTogether.
Ad agency MRM Worldwide in Romania then quickly edited the tweets that would flow in, selecting five to seven to be included in each ad placement.
The campaign, which took place in spring, made it to the national evening news, and saw Coke’s Romanian followers increase by an impressive 15%.
Nir Refuah of MRM highlighted the fact that the integrated media drove excitement for the campaign, saying: “It made people actually wait for the ad. How often does that happen?”
Innovation in advertising ensures viewers view brands as fun, fresh and interesting. By interacting with Twitter followers and getting them involved in Coke’s conversation, the drinks company managed to improve the reputation of its brand in the area and, hopefully for the company, help ensure people got together to eat, tweet and drink a coke in the process! Smart campaigning, indeed.

Five Key Trends in Search for 2014

Ok, I know its early for the 2014 predictions, but I found these views on search from Alan Boughen, SVP Global Search, Havas Media interesting. (Taken from a piece in iMediaConnect)

How do you expect search to evolve in 2014?

I think we’ll see five key trends set the tone next year:

Paid search strategies will continue evolving to take advantage of the Enhanced Campaigns features that roll out in Q4-13, including cross-device attribution and offline conversion tracking.

Optimising search campaigns and destination sites for mobile will be a continued focus as over 1/3 of all Search traffic will soon be mobile. Marketers and agencies will also have to start thinking about optimising campaigns for wearable devices, such as Google Glass, as their penetration increases.

Marketers will increasingly focus on SEO/PPC integration and understanding the effect of dialing down budgets – in particular, areas of their paid search campaign (e.g. branded keywords) and re-deploying budget in other areas (e.g. on non-branded/generic keywords).

More trademark cases will be decided and I anticipate that buying competitive trademark keywords will become an increasingly niche tactic.

There will be greater emphasis on the intersection of Social and SEM as Google and Bing continue their efforts to make Search more natural, conversational and personal.

Read more at http://www.imediaconnection.com/content/34819.asp

 

Twitter’s new “Conversations” feature

More Twitter news!!

Twitter have unveiled a new Conversations feature.  A vertical blue line that  that connects conversations. Up to now Tweets appeared in a reverse chronological order. To follow deeper threads, Twitter includes a clickable link to instantly  “view replies.”  The advantage of this move, according to Brian Solis is around the longevity of tweets, he says

“If the lifespan of a Tweet meme is minutes, conversations theoretically would introduce longevity into the mix thus keeping people engaged in micro conversations within the greater real-time conversation.”

 

Twitter Buys 2nd Social TV Analytics Firm

TwitterTVTwitter has acquired social its second Social TV analytics firm with the announcement of its purchase of Trendrr last week.

According to Lost Remote:

“Trendrr’s specialty is social TV analytics, but the company’s Curatorr product — which recently joined Twitter’s certified products programme — enables companies to curate and display custom Twitter experiences. “(We) will work with media companies, marketers, and display ecosystem partners to create compelling user experiences – continuing to pursue our initial charter of focusing on the real-time aspects of TV and media,” Ghunheim said.

This will enable Twitter to offer more comprehensive solutions for brands and media partners, tied into its own analytics and advertising products. Trendrr said it would continue to honor partner contracts for Trendrr.TV, but it does not plan to bring on any new clients moving forward.”

Twitter are clearly commited to TV metrics, late last year it developed a partnership with Nielsen to develop a Twitter TV Rating tracking audience social media activity and earlier this year Twitter bought social TV metrics firm  Bluefin Labs and late last year