EngageSciences | RSS Feed http://www.engagesciences.com The Marketing Engagement Platform Mon, 22 Dec 2014 16:41:24 +0000 en-US hourly 1 http://wordpress.org/?v=4.0.1 User Generated Content Campaigns: 10 Great Examples from 2014 http://www.engagesciences.com/user-generated-content-campaigns/ http://www.engagesciences.com/user-generated-content-campaigns/#comments Thu, 18 Dec 2014 17:35:29 +0000 http://www.engagesciences.com/?p=21605 User generated content (UGC) is at the forefront of every great marketer’s mind and an integral part of modern content strategies. And 2014 has been no exception, as we’ve witnessed some shining examples of how brands have literally made their consumers their best marketers by curating a mix of authentic and persuasive user generated content, while utilizing its sharability to ...

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10 Great User Generated Content Campaigns

User generated content (UGC) is at the forefront of every great marketer’s mind and an integral part of modern content strategies. And 2014 has been no exception, as we’ve witnessed some shining examples of how brands have literally made their consumers their best marketers by curating a mix of authentic and persuasive user generated content, while utilizing its sharability to help power their marketing campaigns.

Check out these great user generated content campaigns that were launched on the EngageSciences platform during 2014:

1. Microsoft Mobile – #MakeItHappen

Research shows that people are more likely to hold their resolve if they make a public pledge of their intentions. Therefore, the Mircrosoft Mobile #MakeItHappen user generated content campaign (encouraging anyone with a goal for 2015 to announce it) was a completely fantastic and original idea!

Since December 1st, they’ve been choosing one person’s New Year’s resolution every day, promising to help bring it to fruition in 2015 (can’t wait to see that!) via their awe inspiring 31 day ‘real-time’ countdown social hub on their website and Facebook app. Here’s their enticing Youtube video advert to support the campaign.

With over 5,500 personalized resolutions submitted so far (and counting), this truly stands out as a great advocacy campaign. Talking of which, check out their Mission 31 campaign too.

2. Powershop – #BakeFails

User Generated Content Campaign Powershop BakeFails

Powershop New Zealand launched a fun and quirky user generated content campaign on Instagram, Twitter and Facebook for their fans to post photos of their baking disasters using the aptly named #BakeFails hashtag.

A whole host of submissions were curated and featured on a social hub alongside other culinary catastrophes, where fans also had the chance to win a number of special prizes. This certainly was a fun way to add some authenticity to cooking, and generate lots of interest along the way.

 

3. Yahoo!7 – 100 Days of Awesome

User Generated Content Campaign Yahoo 7

Yahoo!7 teamed up with Goulburn Valley to make sure their website’s social hub was filled with 100 days of awesome experiences, people, and user generated content. All fans had to do was simply post their most awesome snaps either through Instagram, by tagging #100DaysOfAwesome and @Sunriseon7 or directly through their Yahoo!7 Sunrise website.

To incentivize participation in the contest, one lucky user was awarded $5,000 weekly! The competition was also promoted on the Y!7TV ‘Sunrise’ programme.

 

4. Air New Zealand – #AirNZPacked

User Generated Content Campaign Air New Zealand Flying Social

Air New Zealand, had a great year in 2014, winning airline of the year, topping most categories. Plus, their #AirNZPacked social hub user generated content campaign was just as inspiring by encapsulating the excitement and buzz which happens moments before you jet off on your dream vacation.

Holiday-makers uploaded images of their packed suitcases conveying where they were going, and started a sharing frenzy across Pinterest and Twitter. Plus, participation was incentivized with a $1,000 Air New Zealand Holiday voucher for the best photo.

 

5. UFC – War Paint

User Generated Content Campaign UFC Warpaint

To inject some fun and excitement, plus generate ticket sales for the highly anticipated Weidman vs Machida fight, UFC created a user generated content campaign where fans could effectively paint war faces onto their favorite fighters, or even an image of themselves!

Submissions were then aggregated, curated and published to a social hub for fight fans to share and challenge each other across Pinterest, Twitter and Facebook.

 

6. TuneIn – College Sports

User Generated Content Campaign TuneIn Radio

The TuneIn #TurnTheGameUp hashtag inspired college football fans to join in the conversation by sharing how they celebrate Game Day on Twitter and Instagram. The best user generated content was regularly selected and published to the #TurnTheGameUp social hub gallery, where posts could later be shared directly from the hub.

As all football updates were curated on one single page on TuneIn’s website, this triggered increased interaction and conversation amongst fans and plenty of user-generated content which they could engage with and relate to.

 

7. MixRadio – #MixRadioWinehouse

User Generated Content Campaign Mix Radio

MixRadio ran a series of #MixRadioWinehouse contests through Twitter, Instagram and Facebook, where the best ‘selfie’ user generated content entries featuring fans listening to Amy or Mitch Winehouse’s (new album) music were featured on their social hub gallery.

To initiate further conversation, interaction and buzz, fans could tweet directly from the social hub, listen to Mitch’s playlist, as well as be directed to download the MixRadio app. Fans also had the chance to win a Nokia Lumia 1020, Monster Purity HD Headphones and Amy Winehouse Foundation merchandise.

 

8. Arsenal FC – Puma Kit Launch

User Generated Content Campaign Arsenal FC

To promote the launch of their new 2014/2015 Puma kit, Arsenal FC created a social hub that featured user generated content photos of their fans wearing the kit and the chance to win match tickets.

Fans could post a photo of themselves in their new kit to Twitter or Instagram using the #StrongerTogether hashtag and @Arsenal, or could upload their image directly to Facebook.

The social hub brought together all of the action into one place and provided a natural way to drive visitors and sales directly on Arsenal’s online shop.

 

9. AOL Huffington Post – Wilderness Festival 2014

User Generated Content Campaign Huffington Post

The ground-breaking digital publisher, AOL Huffington Post partnered with 2014 Wilderness Festival to build a social hub on their Lifestyle website to keep fans up-to-date with an eclectic mix of talks as part of the festival weekend’s HuffPost Conversation Starters.

The Wilderness social hub contained multiple features including workshop promotions, access to tweet directly from the hub itself using #HuffPostWild, a YouTube video containing highlights from Wilderness Festival 2014, and a content hub featuring both user-generated content and updates from AOL Huffington Post’s social sites. This definitely was the one-stop place to go for all social content regarding the Festival!

 

10. Brit Awards 2014

User Generated Content Campaign Brit Awards

To promote this year’s BRIT Awards, (the UK’s equivalent of the American Grammy Awards), the organizers used a cool social wall center stage on their website which featured the best user generated content from Twitter, Instagram, Facebook and YouTube around the #Brits2014.

As well as ongoing updates and comments, fans were encouraged to state who they thought deserved to be nominated for a 2014 award via the social hub using the #Brits2014 hashtag. This was a great way to include fans in the voting process among their pop idols.

User Generated Content White Paper

To learn more, why not check out our latest white paper to discover the fundamental impact user generated content is having on consumer brands (and what you should be doing about it). http://www.engagesciences.com/white-paper/

White Paper Download

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Empire State of Mind http://www.engagesciences.com/empire-state-mind-new-york/ http://www.engagesciences.com/empire-state-mind-new-york/#comments Wed, 17 Dec 2014 10:12:17 +0000 http://www.engagesciences.com/?p=21555 From working in a living room, to being packed around one red desk, to a five man shared office space in Williamsburg, to finally having our very own awesome office overlooking the Empire State building, the New York EngageSciences team have certainly arrived in the big apple. The new office, designed and built from scratch is located slap bang in ...

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From working in a living room, to being packed around one red desk, to a five man shared office space in Williamsburg, to finally having our very own awesome office overlooking the Empire State building, the New York EngageSciences team have certainly arrived in the big apple.

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The new office, designed and built from scratch is located slap bang in the middle of NYC. And as well as having the office fully equipped with state of the art equipment, we also have a fully stocked beer fridge, a dartboard, Playstation, and more to come. Work hard, play hard, as they say!

Having our own new office definitely came in handy last week, when we hosted our first US EngageSciences Holiday Party, inviting along some key clients and partners to see the new space and help us celebrate. We also held our US team 2015 planning and strategy meeting, and without giving all our secrets away, there are some great things coming out of the USA in 2015. So watch this space!

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In two years the US team has gone from just two people working in a living room, to over 15. And that number just keeps on growing. It’s not just the East Coast, today we opened-up our LA based office, located just minutes away from Silicon Beach. I’m predicting this may be one of our top offices to visit moving forward… just a hunch.

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2015 is certainly going to be a great year for the EngageSciences US team. With new staff, new offices and as always, an awesome product there are no signs of slowing down, so as Jay-Z likes to say…let’s hear it for New York.

FRANCESCA HEATH, COMMUNICATIONS DIRECTOR

Francesca-Heath

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13 Social Marketing Predictions For 2015 http://www.engagesciences.com/13-social-marketing-predictions-2015/ http://www.engagesciences.com/13-social-marketing-predictions-2015/#comments Tue, 16 Dec 2014 10:21:41 +0000 http://www.engagesciences.com/?p=21551 It’s been another big year for social media. We’ve already seen Facebook’s $22 billion acquisition of WhatsApp, Twitter moving into ecommerce with the launch of its ‘buy’ button, Foursquare killing off the check-in function that made it famous (upsetting a few of its users in the process) and the seemingly unstoppable rise of Snapchat. Any marketer will tell you how ...

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13 Social Marketing Predictions 2015

It’s been another big year for social media. We’ve already seen Facebook’s $22 billion acquisition of WhatsApp, Twitter moving into ecommerce with the launch of its ‘buy’ button, Foursquare killing off the check-in function that made it famous (upsetting a few of its users in the process) and the seemingly unstoppable rise of Snapchat.

Any marketer will tell you how difficult but essential it is to keep up with the fast-moving world of social media. So, with that in mind, here are 13 social marketing trends you should expect in 2015.

1 – 5: User-generated content is the new currency

User-generated content is the new currency
1. Marketing is moving into a participatory age (ALS ice bucket challenge anyone?). 54% of Super Bowl ads had a hashtag in 2014 and for the Super Bowl in 2015 it will be closer to 75%, with the majority of above-the-line marketing co-ordinating digital response via hashtags as the call to action.

2. 2015 will be the year user-generated content becomes marketing currency. The huge growth in mobile broadband has led to an explosion of camera phones, catching and sharing content on a proliferation of social networks. Whilst this isn’t new, 2015 will be the year that marketers start to really harness user-generated content. The marketing currency of 2015 is not building likes or followers, it’s about triggering/finding user-generated content that is effectively harnessed to drive sales conversions and brand affinity.

3. The majority of brand websites will become social hubs, featuring user-generated content and interactive social experiences in 2015. This will reduce bounce rates and increase dwell time – a natural by-product of marketing in a social and participatory age, where much of the traffic is coming from a proliferation of social and mobile channels to brand websites.

4. Physical retail outlets will get in on the action in a big way and integrate video walls full of social content from brand advocates. This will be done by everything from fashion retailers to betting shops, as user-generated content becomes a key part of convincing consumers to purchase.

5. The majority of companies will experiment in 2015 with adverts across digital and physical channels that star the voices and content of consumers, not just brand generated content.

6 – 8: The rise of anonymous and the darker side of sharing

Sharing_Icon_Black
6. The privacy of communications will continue to dominate how social media is evolving. Snapchat, Kik and others took over the Campus in 2014, but in 2015 this will spread to demographics including post-education young professionals, who migrate more and more to using social channels that give them more control over their content.

7. The rise of anonymous networks proves just how important privacy is in an open social world. The mobile app Secret will go mainstream internationally as people experiment more and more with anonymous sharing. We want to share, but it’s not just privacy settings that matter, sometimes we want to share what we never want to own up to…

8. Brands will incorporate advertising designed to generate shareable/ephemeral content. The most daring brands will win out. 2015 isn’t a time to ‘play it safe’ with content marketing.

9 – 13: Social networks – the changing of the guard

 

Social Media Network Predictions 2015

9. The regularity that people are using Facebook has dropped in younger demographics and this will start to impact the 22-35’s as people spend more time on other networks.

10. As Facebook becomes an aggregator of content from multiple different apps/networks, its implicit value will decline as a destination for users to be social. In 2015 we will see it struggle to aggregate live information of users in a consumable format, balancing the real estate it has for ads and the content pressure on the newsfeed. The mass market breakthrough of wearables like the iWatch in 2015 and the growth of apps that run everything from our diets to our training programmes will increase the content pressure on the Facebook newsfeed, decreasing its value as a place to connect with friends.

11. In 2015 social apps and wearables will focus on niche areas of our life, such as exercise and diets, and continue to expand in number and adoption. Brands will start to take advantage of the huge wealth of user-generated content that emanates from these apps (there are already 28m Nike+ branded photos on Instagram mainly from the Nike+ app).

12. But, 2015 won’t be all bad for Facebook. Its purchase of Instagram and Whatsapp will prove to be genius moves in 2015. Whatsapp will outstrip Facebook in daily active users in some markets, and in the video battle, Instagram Hyperlapse will trump Vine and take a big chunk out of YouTube. Brands that bet on experimenting with Instagram will win big in 2015.

13. Facebook will try to buy Tinder. Why wouldn’t it?… Facebook needs the youth market and this is one of the most sure-fire ways to get it. Integrated status changes and Tinder could bring another realm to dating, particularly as the social aggregation features of Facebook would give you a much broader glimpse into someone’s life to help find that perfect match.

RICHARD JONES, FOUNDER AND CEO

Rich-Jones

Learn more

Keep up to date with breaking industry news, live campaigns and the latest updates by signing up for our free weekly newsletter.

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2014’s Nearly Over, Let’s #MakeItHappen http://www.engagesciences.com/live-campaigns-10/ http://www.engagesciences.com/live-campaigns-10/#comments Wed, 10 Dec 2014 17:08:18 +0000 http://www.engagesciences.com/?p=21517 This week we’re getting you firmly in the holiday spirit with a great selection of campaigns that are driving some excellent results for our customers this Christmas. So have a read for your weekly fix of campaign inspiration, and, if you haven’t already taken a look at our infographic, ‘The Consumer Content Engine’, you can download it here. Microsoft Mobile – ...

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christmas-cliparts-z7iakXjcAThis week we’re getting you firmly in the holiday spirit with a great selection of campaigns that are driving some excellent results for our customers this Christmas. So have a read for your weekly fix of campaign inspiration, and, if you haven’t already taken a look at our infographic, ‘The Consumer Content Engine’, you can download it here.


Microsoft Mobile – #MakeItHappen VIEW CAMPAIGN

January. It’s that time of year we challenge ourselves to get fit, learn a new language, stop smoking, apply for a new job… the list is endless. But let’s be honest, the majority of us never successfully get past the first week. Microsoft Mobile are making the most of the final days of 2014 by helping their fans from all over the world to #MakeItHappen, as well as helping to complete new resolutions come 2015. Since 1st December, they’ve been choosing one person’s 2014 resolution every day through a colorful and beautifully eye-catching social hub. Featuring a #MakeItHappen video, a submission module where participants can customize their entry, a gallery with their fan’s best personalized entries, additional videos and much, much more, this campaign is definitely a great end to 2014, as well as a great start to 2015.

Screen Shot 2014-12-10 at 14.52.01

 


MixRadio – The Joe Strummer Foundation VIEW CAMPAIGN

To celebrate the release of the Joe Strummer Foundation’s 2015 calendar and merchandise, MixRadio are giving their fans the exclusive chance to listen to the MixRadio playlist, curated by The Foundation Team. Alongside this, they’re giving participants the chance to win a Nokia Lumia 930 and a Joe Strummer calendar by simply entering their personal details. Complete with a content carousel, a countdown to when the contest closes and the chance to share with friends, there’s every reason for fans to get involved and tune in.

mixradio-banner (1)

 


AOL Travel – Win! A Luxury Cashmere Wraps VIEW CAMPAIGN

Despite the cold weather this winter in the UK, AOL Travel are keeping their fans warm by giving them the chance to win a luxury cashmere wrap including matching socks, courtesy of St. Regis Hotels & Resorts and The Travelwrap Company. With a range of limited edition designs, this giveaway prize worth £300 will leave one lucky winner traveling in style and comfort, wherever they’re heading this holiday season. To enter, fans must simply submit their personal contact details in the form provided.

travelwrap (1)

 


Infographic – The Consumer Content Engine DOWNLOAD

Discover the fundamental changes that are transforming the marketing landscape, and discover how brands should respond to the growing influence of today’s mobile and social consumer by taking a look at our easily digestible infographic, ‘The Consumer Content Engine’.

Infographic-Image

 


* Note: Be quick and click. Many of the campaigns featured in this blog are live. The brands may choose to end them at any time.

JESSICA WILLIAMS

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Social Experiential Marketing And Your Target Audience http://www.engagesciences.com/social-target-audience-marketing/ http://www.engagesciences.com/social-target-audience-marketing/#comments Mon, 08 Dec 2014 15:45:01 +0000 http://www.engagesciences.com/?p=21491   Further evidence is mounting that younger users of Facebook are on the decline while other social networks are growing rapidly. This is significant news for brands and marketers, as they try to better understand the social media habits of their target audiences. According to Global Web Index Social: Q3 2014. 45% of teens (16 – 19 years old) are ...

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Social Target Audience Image

 

Further evidence is mounting that younger users of Facebook are on the decline while other social networks are growing rapidly. This is significant news for brands and marketers, as they try to better understand the social media habits of their target audiences.

According to Global Web Index Social: Q3 2014.

  • 45% of teens (16 – 19 years old) are less interested in Facebook than they used to be.
  • 37% said they were bored with Facebook.
  • 18% said Facebook is no longer as cool as it once was.

Facebook is also the only network which has seen a drop in active usage among 16 – 24 year olds during 2014; although it’s a very small one (-0.5%), it needs to be viewed in the context of all other networks posting substantial increases among this audience.

  • - Tumblr (up by 120%), followed by Pinterest (111%) and Instagram (64%) are the fastest growing social platforms in 2014.
  • - Instagram and Tumblr have the youngest audiences – more than 70% of their users being 16 – 34. In contrast, Facebook has the oldest user base; 25% of its active users are aged 45+.

Social Media Users by Age GWI 2014 Graph

Active social network and active app users aged 16-64, Q3 2014 (Source: GWI 2014)

The idea of Facebook losing its appeal among millennials is nothing new. I mean, what’s cool about hanging around in the same social presence as your parents, in the eyes of an adolescent or hipster?

In the midst of all this, it does raise some interesting points for brands and marketers:

  • - Why is social activity shifting towards other platforms?
  • - How can you amplify user engagement about your brand across these platforms?
  • - How do you harness and centralize multi-network engagement?

What’s causing the shift?

It’s no secret that Facebook organic reach has been plummeting for some time, (and due a further fatal blow in January 2015), therefore, there’s less clout for most brands to promote content and drive traffic to owned channels. Moreover, social behavioral shifts, such as boredom, lack of interest, and uncoolness, including multiple screen usage suggest audiences are seeking a wider range of engaging content across multiple platforms to satisfy their needs.

And, although Facebook holds a contingent of older audiences, this demographic is moving across a plethora of networks – often choosing those trending with younger audiences, and those dependent on the type and relevance of media content they prefer to explore, create, use and share.

Lead your target audience towards a social hub

While multi-networking is flourishing, with users generating more content than ever, brands have increased opportunity to drive traffic towards their own channels, and subsequently be more experiential and targeted in their marketing.

Brands should be aggregating and curating the best user generated content across multiple platforms which resonates with their target audiences. Then utilizing this earned content by embedding it into social hubs on their websites, microsites and social apps. When this has been established, the onus for brands is to increase engagement and drive sales. Try taking these 4 steps with your social hub and see how you get on.

Incentivize your social hub

Encourage your audience to create more original content featuring your brand by embedding promotions into social hubs. Ask people to write reviews, take part in polls or post videos and photos via hashtags, forms or content uploads. A great example of this can be seen on the latest Microsoft Lumia #MakeitHappen campaign encouraging users to post New Year’s resolution messages to its own social hub.

Microsoft Lumia Social Media Hashtag Campaign

Monetize your social hub

Research shows that user-generated content has the most influence over purchase decisions. Capitalize on this by making the social content you collect and publish to your website’s social hubs ‘shoppable’ by featuring contextual calls to action alongside featured products. Then link to your storefront, product page or wherever else you wish.

Use competitions and gather actionable data

Encourage user generated content alongside competitions and sweepstakes on your social hub and gather rich consumer data, detailed demographics and campaign opt-ins along the way. Then integrate this data with other data sources in a single data warehouse for retargeting and segmentation.

User-generated content with paid media

Use your social hub engagement and click rate metrics to your advantage by displaying native-style advertising formats featuring user generated content; giving your paid media more credibility and authenticity.

By proactively recognizing and reacting to changing trends and behaviors amongst your target audience, and harnessing user generated content and engagement across multiple platforms, brands are able to hone social insights and show an inclusive and collaborative understanding of their audience. By taking this approach, their sites become effective social hubs with heightened user journeys, better user experience, and fundamentally help to increase engagement metrics, sales and ad revenue.

Learn more

Keep up to date with breaking industry news, live campaigns and the latest updates by signing up for our free weekly newsletter.

Let’s talk - EngageSciences

 

JACK OLDHAM, CONTENT MARKETING MANAGER

 

Jack Oldham

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Give It Away, Give It Away, Give It Away Now http://www.engagesciences.com/live-campaigns-9/ http://www.engagesciences.com/live-campaigns-9/#comments Fri, 05 Dec 2014 13:34:47 +0000 http://www.engagesciences.com/?p=21478 This week we’re getting you firmly in the holiday spirit with a great selection of campaigns that are driving some excellent results for our customers this Christmas. The National Lottery – Christmas Tree of Treats VIEW CAMPAIGN Started counting down the days until Christmas? The National Lottery are adding a little excitement to their followers’ countdown with their ‘Christmas Tree of ...

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This week we’re getting you firmly in the holiday spirit with a great selection of campaigns that are driving some excellent results for our customers this Christmas.


The National Lottery – Christmas Tree of Treats VIEW CAMPAIGN

Started counting down the days until Christmas? The National Lottery are adding a little excitement to their followers’ countdown with their ‘Christmas Tree of Treats’ campaign, where 24 incredible must-have gifts and gadgets are up for grabs every day until Christmas Eve. With the magical advent tree, fans can enter daily to be in with their chance to win the prize of the day. So if they’re feeling lucky, entrants can get involved by clicking on today’s bauble tree decoration, answering the question and submitting their personal contact details.

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Johnston & Murphy – 12 Days of Giveaways VIEW CAMPAIGN

From luxury belted tweed coats, to quarter-zip cable sweaters to keep their customers warm this winter, Johnston & Murphy are celebrating the festive season with 12 days of giveaway prizes. Their shoppable social hub campaign means that, not only can participants enter their personal details to be in with the chance of winning the fantastic prizes up for grabs, but entrants are also one click away from the store to search for the items they love.

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Good Food – #SparklingParties VIEW CAMPAIGN

Good Food Australia are getting their audience in the party spirit this Christmas. They’ve teamed up with Samsung to give participants the chance to win a Samsung sparkling fridge, as well as an 8-person dinner party cooked and hosted by French chef Guillaume Brahimi. In return, they want to know how their fans make their parties sparkle. So whether guests are greeted with a cocktail, or dazzled with stunning table decorations, entrants can upload a photo of their sparkling touch directly to the Good Food website, or post their picture to Twitter or Instagram using @goodfoodau, including the hashtag #sparklingparties.

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OK Magazine – Online Christmas Quiz 2014 VIEW CAMPAIGN

With only a few more weeks left of 2014, OK Magazine are testing how much their readers really know about celebrity showbiz with their online Christmas quiz. From Hollywood engagements, to fashion statements we won’t be forgetting in a hurry, by answering 20 fun-filled questions, participants can challenge and share results with their friends over Twitter and Facebook. And, to get the festive season off to an even better start, fans can enter a draw to win the ultimate luxury Christmas hamper filled with the best selling cosmetics, household decorations and luxury chocolates.

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* Note: Be quick and click. Many of the campaigns featured in this blog are live. The brands may choose to end them at any time.

JESSICA WILLIAMS

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Latest Press: What Change in Customer Behavior Will Impact Marketing Most in 2015? http://www.engagesciences.com/latest-press-change-customer-behavior-will-impact-marketing-2015/ http://www.engagesciences.com/latest-press-change-customer-behavior-will-impact-marketing-2015/#comments Tue, 02 Dec 2014 13:53:54 +0000 http://www.engagesciences.com/?p=21451   If you could sum up your expectations of the 2015 marketing trends, what would they be? Ginger May, Editor-in-Chief of Direct Marketing News, asked 15 marketing professionals what changes in consumer behavior will impact marketing most in the year to come. Amongst these pundits was Richard Jones, CEO of EngageSciences. Richard’s prediction was that the massive growth in UGC ...

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If you could sum up your expectations of the 2015 marketing trends, what would they be? Ginger May, Editor-in-Chief of Direct Marketing News, asked 15 marketing professionals what changes in consumer behavior will impact marketing most in the year to come.

Amongst these pundits was Richard Jones, CEO of EngageSciences. Richard’s prediction was that the massive growth in UGC will be the biggest challenge ahead for marketers. Cisco’s CMO, Blair Christie has the view that customers are now 100% in control and marketers need to start to “obsess” over their customers and treat them so well they start to make an emotional connection.

Kim Redial, SVP of Product and Marketing at Digilant had this to share on her thoughts;  “there is not one change in customer behavior that will impact marketers, it’s the speed in which customer behavior changes that will have the biggest impact.”

The ebook includes a wide range of predictions from some thought leaders in the space. You can view them all and hear a little more on Richard’s predictions by checking-out the link below.

<View ebook>

FRANCESCA HEATH, COMMUNICATIONS DIRECTOR

Francesca-Heath

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Latest Press: How to Prepare for Facebook’s Changing Role http://www.engagesciences.com/latest-press-prepare-facebooks-changing-role/ http://www.engagesciences.com/latest-press-prepare-facebooks-changing-role/#comments Thu, 27 Nov 2014 09:43:31 +0000 http://www.engagesciences.com/?p=21441 Everybody knows Facebook, as it stands needs to change to be able to survive the next few years and stand out in front of its many growing competitors. Facebook is definitely not dead. However, Richard Jones feels the social networking behemoth has to change its focus to be able to survive and keep its young audience. He tells us why in ...

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Everybody knows Facebook, as it stands needs to change to be able to survive the next few years and stand out in front of its many growing competitors. Facebook is definitely not dead. However, Richard Jones feels the social networking behemoth has to change its focus to be able to survive and keep its young audience. He tells us why in his latest article in iMedia Connection.

“Facebook has struggled to compete with the likes of social apps such as Kik and Snapchat, which are attracting a younger audience, as these challenger social media platforms give people more control over their content” says Richard. “As a result, I expect post-education young professionals — 22- to 35-year-olds — to follow the lead of the younger generation and increasingly embrace the benefits of greater control by moving away and spending time on other networks that put them in the driving seat.”

Richard goes onto discuss his expectations for Facebook’s future, including the site becoming an aggregator of content from multiple different apps and networks and the increasing trend online for niche networks, which he says will continue into 2015. Ending the article with his prediction that Facebook may even try to be Tinder next year, I guess it would have nothing to lose if it did!

You can check out the full article below.

VIEW ARTICLE

FRANCESCA HEATH, COMMUNICATIONS DIRECTOR

Francesca-Heath

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Improve Your Ad Targeting and Segmentation: Tagged Content http://www.engagesciences.com/improve-ad-targeting-segmentation/ http://www.engagesciences.com/improve-ad-targeting-segmentation/#comments Wed, 26 Nov 2014 15:09:59 +0000 http://www.engagesciences.com/?p=21419 It’s no surprise that many publishing and media companies are struggling to deal with the shift from print to digital and to offset the overall decline in their readerships. With increasing internet access, mobile device usage and the proliferation of social networks dominating proceedings, it’s difficult for publishers to attract and keep a loyal readership. However, the good news is ...

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It’s no surprise that many publishing and media companies are struggling to deal with the shift from print to digital and to offset the overall decline in their readerships. With increasing internet access, mobile device usage and the proliferation of social networks dominating proceedings, it’s difficult for publishers to attract and keep a loyal readership. However, the good news is that internet advertising is set to continue its unstoppable growth and will over take TV as the largest global advertising segment in 2018, while print declines.

 

Internet Advertising Spend 2014 - 2018 Pie Chart

Against this backdrop, the growth of digital media and the growing dominance of online advertising presents various challenges for the publishing industry. Three major ones include:

  1. How to capture and maximize long-term digital ad revenue.
  2. How to amass a combined layer of digital and offline customer data.
  3. How to drive an increase in ad relevancy, efficiency and performance.

Encouragingly, these issues can to a degree be addressed by the way media and publishing companies capture, analyze and use their data.

Engagement and advertisers

Taking an holistic approach, let’s first consider time-based and engagement metrics that publishers most typically share with their advertising customers. It is these metrics that are gaining currency among advertisers looking for a deeper connection with their readers.

Metrics Publishers Share with Advertisers Graph 2014

Capturing multiple time-based metrics provides publishers and advertisers with an overview of content engagement, which is great. But for better optimized ad targeting and segmentation, and acquiring more detailed ‘per user’ metrics, then messaging and tagging content is ideal (referred to later in the article). In both cases, however, the onus is on publishers to provide an optimal mix of consistent and relevant content across multiple platforms. Content that truly engages their audience, and advertising solutions that target users based on an in-depth understanding of their profile, behavior and preferences.

Build a singular data warehouse

Building a unified view of your audience over-time by connecting online and offline profiles is key for ad targeting and segmentation. Typically, within print and digital publishing models, data has been captured in various ways, formats, and through different channels. Therefore, understanding audience preferences has been harder to pin down.

By consolidating, capturing and integrating data with CRM and marketing databases in a centralized repository, publishers can now achieve more accurate, efficient and effective data aggregation for segmentation and ad targeting. Thus, ultimately making it easier to utilize and  monetize.

Beat the competition and request data

Acquiring richly-profiled audience data via online registration, competitions and sweepstakes is one of the most valuable things you can do to understand audience preferences. However, to get the best quality data requires modern platforms, with seamless social integration. Plus, it’s vitally important to be able to integrate this data with other data sources in a single data warehouse.

Messaging and tagging content

So how can you tackle the three challenges I mentioned earlier? Well, the practice of tagging content posts and campaigns opens up a whole new opportunity for ad targeting and segmentation. In addition, when tagged social data is acquired alongside data from digital promotions and traditional marketing data, publishers can segment and target their audiences with even more precision. They can also understand what types of messaging are most likely to resonate with their audiences.

How does it work?

  1. Owned, earned and paid content is tagged with relevant terms e.g ‘competitions’ and ‘sport’.
  2. An unidentified reader engages, comments, shares and likes this content, and other tagged content.
  3. Analysis of the content tags concludes the reader is mainly interested in ‘swimming’, ‘competitions’ and ‘gossip stories’.
  4. They enter a competition via the publisher website, such as a sweepstake or photo contest, around a specific topic, opting-in to emails, and answering profiling questions as part of their submission.
  5. They then socially interact via Facebook (for example) providing further data, including email address, likes, shares gender, location and other publicly available profile information.
  6. This engagement with your content may then encourage the reader to sign-up for a subscriber account – providing even more profiling data.
  7. Overtime, they return and connect with your publications via other social network profiles, which you attach to their single audience record in your data warehouse.

 

Ad Targeting and Segmentation with Tagged Content Example

 

Capturing audience data over time from a number of different social and digital sources means publishers can now create a unified view of their audience members, which can then be segmented based on profile, behavior and observed preferences. Which you can bet, is a very powerful story for any media sales team. After all, ad targeting and segmentation can become ever-more precise – which means you can prove accuracy, efficiency and effectiveness to your advertisers. In addition, tagging content and posts means your editorial team can get new insights into how their content resonates with different audiences. Which results in an optimized content strategy that delivers on many of the engagement metrics, I mentioned earlier, that publishers share with their advertisers e.g. session duration, content exposure and ad exposure time.

Learn more

If you’d like to discuss how publishers like The Daily Mail Group, Scripps Interactive Networks, AOL Huffington Post, Yahoo!7, Northern & Shell and Condé Nast have used the EngageSciences marketing engagement platform to expand their media portfolios, improve ad targeting and create actionable audience data, please get in touch.

Let’s talk - EngageSciences

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Top Tunes, Extravagant Events & Relaxing Retreats http://www.engagesciences.com/live-campaigns-8/ http://www.engagesciences.com/live-campaigns-8/#comments Tue, 25 Nov 2014 15:53:21 +0000 http://www.engagesciences.com/?p=21367 From offering fans direct access to exclusive track downloads, to avoiding the December stress by getting your hands on the latest meditation app, now you can take a look and get involved in our great selection of live campaigns that are driving some excellent results for our customers.   Universal Music – Jermain Jackman VIEW CAMPAIGN Ahead of the release of ...

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From offering fans direct access to exclusive track downloads, to avoiding the December stress by getting your hands on the latest meditation app, now you can take a look and get involved in our great selection of live campaigns that are driving some excellent results for our customers.

 


Universal Music – Jermain Jackman VIEW CAMPAIGN

Ahead of the release of The Voice winner, Jermain’s debut album, he has collaborated with a number of producers to create the Jermain Jackman Sessions. Premiered by MTV UK, SBTV and Wonderland Magazine, Jermain Jackman’s ‘Sessions EP’ created tons of social conversation, and Universal Music has been on hand to capture this by creating a social hub and contest. You get access to the exclusive download, social content and two free copies of the tracks when you sign up to receive emails from Jermain. Also make sure you check out the hub and join in the conversation through Twitter or Instagram by tagging @JermainJackman and #JermainJackmanSessions.

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Air New Zealand – Art Deco Weekend VIEW CAMPAIGN

Would you love to share an incredible weekend with 40,000 other people, enjoying 200 fantastic events filled with a display of 400 vintage cars? Proud to partner the Tremains Art Deco Weekend, 18th-22nd February 2015, Air New Zealand are giving you and three friends the chance to win this amazing weekend of events. Including return flights, three nights accommodation and tickets to six events over the weekend, you’d be silly not to enter. All you have to do is submit your personal details on Air New Zealand’s flying social network, test your knowledge by answering the questions provided and select three friends you’d like to go with.

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Food Network – Thanksgiving Sweepstakes VIEW CAMPAIGN

Thanksgiving is just around the corner, and what better way to kick-off the celebrations than to be in with the chance of winning the ultimate Thanksgiving essentials toolkit, including utensils, bakeware and much more, as well as an amazing $3,000 in cash! Food Network are giving this incredible seasonal prize package to one lucky winner, so follow the simple steps of entering your personal details and other required information, and you could be in with a chance of winning. And, don’t forget to enter daily to increase your chances of winning.

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AOL Travel – Win! VIEW CAMPAIGN

Planning a relaxing holiday to avoid December stress? AOL Travel have the perfect holiday companion for you to get your hands on as they celebrate the launch of the new meditation app, Anamaya. They’re offering two lucky AOL Travel readers the chance to win not only the app, but also a set of luxury Bang & Olufsen earphones to help ease you into the world of meditation. With the app featuring over 350 meditations, this prize is sure to bring your new year off to a great, relaxing start. For your chance to win, simply enter your personal details on the AOL Travel website.

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* Note: Be quick and click. Many of the campaigns featured in this blog are live. The brands may choose to end them at any time.

JESSICA WILLIAMS

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