The Crocodile http://thecroc.com Intelligent, award winning marketing Wed, 26 Aug 2015 14:54:14 +0000 en-US hourly 1 Paid social media is a musthttp://thecroc.com/social-2/paid-social-media-is-a-must/ http://thecroc.com/social-2/paid-social-media-is-a-must/#comments Wed, 19 Aug 2015 10:03:22 +0000 http://thecroc.com/?p=4126 Well-known fact: social media is free to use. Frequently overlooked fact: making it work hard for your brand or organisation requires investment. Previously, the name of the game was dedicating time and resources to creating and sharing good content organically, but now you need to pay to perform too. Paid social media is a must. […]

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  • Well-known fact: social media is free to use.
    • Frequently overlooked fact: making it work hard for your brand or organisation requires investment.

    Previously, the name of the game was dedicating time and resources to creating and sharing good content organically, but now you need to pay to perform too. Paid social media is a must.

    Eyeballs on content are as easy as a boosted post or promoted tweet but the real results come from intelligent, strategic thinking with a business goal at the front of your mind.

    Facebook, Twitter and LinkedIn’s self-serve ad platforms support this objective-led approach, with a wealth of options for paid activity. Don’t be overwhelmed by the opportunities though; embrace, experiment, evolve.

    Stay strategic

    Here are five common goals and some pointers:

    1. If your primary objective is brand awareness:
    • Use strong, prominent visuals (optimised per channel) that tell your brand story
    • Pay for impressions not clicks
    • On Twitter? Try the Summary Card with Large Image
    1. To drive engagement:
    • Target your existing fans/followers with content specific to them; these are your hottest leads
    • Pay for clicks not impressions
    • Include prominent calls-to-action in your boosted posts (Facebook), promoted tweets (Twitter), sponsored content (LinkedIn) etc.
    1. For audience acquisition:
    • Use each social platform’s targeting capabilities to connect with desired audiences, based on criteria such as location, age, interest, job title, company size, behaviour, device etc. etc. (you get the idea!)
    • Explore cost-per-action bidding to optimise for conversions e.g. page likes. This can give better ROI than cost-per-click (CPC) or cost-per-impression (CPM)
    • Tailor messaging to your target audience. Running multiple campaigns with varied targeting helps when one size doesn’t fit all
    1. If it’s leads you’re after, try Twitter’s Lead Generation Card that facilitates one-click data capture, and can integrate seamlessly with your CRM system. It’s free to implement, but you’ll need a privacy policy on your website to link to
    1. Drive ecommerce sales (website clicks and conversions) with Page Post Link ads on Facebook and Multi-Product (Carousel) ads to showcase more than one product or collection at a time and get people to your website. (We recommend using Power Editor to manage multiple campaigns, ad sets and ads)

    Beyond the basics

    Advanced advertising tactics allow you to really up the social stakes! Get geeky:

    1. Implement conversion tracking on Facebook and Twitter to measure return on investment against actions users take on your website after clicking through from social channels
    2. Create Facebook Custom Audiences, Facebook Lookalike Audiences and Twitter Tailored Audiences to understand your audiences behaviour and to target your social ads to people on your email database for example
    3. Apply remarketing techniques to your social media activity by using your custom/tailored audiences to target people that have already engaged with your brand/organisation e.g. website visitors, mobile app users
    4. Facebook’s Dynamic Product Ads and Product Catalogue automate and serve product-specific ads to people browsing your website or app, meaning they’re easily scaled, always-on, cross-device and highly relevant
    5. Use social listening data from a platform such as Crimson Hexagon to gauge an advanced understanding of your audience characteristics and tailor your paid social strategy accordingly.

    The Crocodile can support you with the basics and the complexities. Get in touch: hello@thecroc.com / @crocbites

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    A savvy campaign for Nectar using EngageScienceshttp://thecroc.com/content/a-savvy-campaign-for-nectar-using-engagesciences/ http://thecroc.com/content/a-savvy-campaign-for-nectar-using-engagesciences/#comments Thu, 13 Aug 2015 11:39:24 +0000 http://thecroc.com/?p=4097 The Crocodile’s latest campaign with Nectar has received a virtual pat on the back from an organisation that knows a thing or two about harnessing the power of social media. Savvy Lifestyle centres around six people who are giving their tips about how to save money as they compete across five weekly tasks. Reach is […]

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    The Crocodile’s latest campaign with Nectar has received a virtual pat on the back from an organisation that knows a thing or two about harnessing the power of social media.

    Savvy Lifestyle centres around six people who are giving their tips about how to save money as they compete across five weekly tasks. Reach is amplified by consumers being encouraged to engage and share their own thrifty solutions using the #NectarLifestyle hashtag. Blogs from the contestants and the best UGC from Twitter and Instagram are all brought together on the dedicated Savvy Lifestyle microsite, with the consumer social wall powered by EngageSciences.

    Nectar-Savvy-Lifestyle

    EngageSciences (a platform used by brands and agencies to engage, understand and convert their audiences across web, social and mobile channels) love the initiative so much they gave it a shout out in their latest roundup of exciting marketing campaigns.

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    B2B Marketing Awards finalists again!http://thecroc.com/content/b2b-marketing-awards-finalists-again/ http://thecroc.com/content/b2b-marketing-awards-finalists-again/#comments Wed, 12 Aug 2015 13:50:06 +0000 http://thecroc.com/?p=4086 It’s that happy time of year again: the sun is (sometimes) shining and a 2015 B2B Marketing award is within reach. Last year, our campaign for EMC earned us a place at the coveted ceremony in the Best International Audience Campaign category. This time around, we’ve got the nod in the Most Commercially Successful category […]

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    It’s that happy time of year again: the sun is (sometimes) shining and a 2015 B2B Marketing award is within reach.

    Last year, our campaign for EMC earned us a place at the coveted ceremony in the Best International Audience Campaign category. This time around, we’ve got the nod in the Most Commercially Successful category for our 3D Workplace campaign for Access Group.

    It centred on encouraging HR professionals to take a more rounded view of their workforce through a better understanding of analytics. To achieve this, we needed an effective multi-channel strategy to reach a large, disparate market, with a big idea to grab attention. This resulted in a four-phase campaign and a range of techniques (including a guide and a SlideShare deck) to increase awareness and nurture leads.

    The success of the 3D Workforce can be seen in the numbers: over 700 sales leads, £1.3m in confirmed revenue and open deals amounting to £2.2m. Overall, the ROI stood in excess of 1,500%.

    These led Paul De’ath, the head of field marketing at Access Group, to comment that “this was a perfect example of client and agency working in partnership to deliver the best possible outcome”.

    The B2B Marketing Awards ceremony takes place on 19th November, and The Crocodile isn’t just nominated for an award – we’re also sponsoring the Best Use of Customer Insight category, which features a slew of big name entries on the final shortlist.

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    Alphabet: Where The Croc goes, Google followshttp://thecroc.com/brand/alphabet-where-the-croc-goes-google-follows/ http://thecroc.com/brand/alphabet-where-the-croc-goes-google-follows/#comments Tue, 11 Aug 2015 12:04:05 +0000 http://thecroc.com/?p=4143 Recently, we published an A-to-Z of social media and now Google has semi-rebranded itself as Alphabet. Coincidence? We’ll let you decide on that one… That aside, is it wise to rename one of the most well known brands in the world? Could it not just lead to confusion? The stock markets have tried to prevent […]

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    Recently, we published an A-to-Z of social media and now Google has semi-rebranded itself as Alphabet. Coincidence? We’ll let you decide on that one…

    That aside, is it wise to rename one of the most well known brands in the world? Could it not just lead to confusion? The stock markets have tried to prevent this by keeping the existing symbols, although all shares have been automatically transferred to Alphabet.

    How about the general public and marketing agencies like the Croc, both of whom use the company’s products daily? Well, the truth is, we shouldn’t notice too much of a change – the things that people use like YouTube, search, Adwords, Maps and Android will stay under the Google brand.

    However, Google is now a wholly-owned subsidiary of Alphabet, along with all of the company’s expansion projects, such as Nest, which is working on domestic Internet of Things devices, and Google X, which is the home of the firm’s driverless cars, amongst other innovations.

    Why’s this happened then? Officially, Larry Page says it’s in order to prevent Google from becoming a “conventional company”, something that it pledged in 2004.

    It’s certainly come a long way from being a search engine, so a bit of rationalisation makes sense from an organisational point of view. It also protects the value of its brand if one of its non-core elements doesn’t work out, e.g. if a driverless car has a fender bender.

    Google’s already had its fingers burnt previously with its social media missteps – Google+, Google Buzz, Google Reader and Google Wave – so being more cautious about what it sticks a big G on sounds eminently sensible.

    As you can imagine, the news spread like wildfire over Twitter (and possibly G+ too, but if a tree falls in a forest and nobody is around to hear it, etc), with some wags insinuating that the new moniker was driven by an urge to appear above Amazon and Apple in listings.

    It also led to an interesting time for Chris Andrikanich. Never heard of him? Understandable, but he’s suddenly found fame for being in possession of the Twitter handle @alphabet. As it stands, he hasn’t been bought out. Yet.

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    THE CROCBITES SOCIAL MEDIA ROUNDUP – JULY 2015http://thecroc.com/social-2/the-crocbites-social-media-roundup-july-2015/ http://thecroc.com/social-2/the-crocbites-social-media-roundup-july-2015/#comments Fri, 07 Aug 2015 14:03:33 +0000 http://thecroc.com/?p=4056 Social media is easily accessible and cost-effective compared to traditional channels, but its constantly evolving nature makes it one of the most time-intensive activities for brands to manage. The complexities excite and inspire us at The Crocodile. Our monthly social media roundups help to keep you abreast of new opportunities, emerging trends and technologies within […]

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    Social media is easily accessible and cost-effective compared to traditional channels, but its constantly evolving nature makes it one of the most time-intensive activities for brands to manage. The complexities excite and inspire us at The Crocodile.

    Our monthly social media roundups help to keep you abreast of new opportunities, emerging trends and technologies within the top social channels,.

    Here goes:

    Facebook

    Changes to Cost per Click means that only website and apps are counted, rather than likes, shares and comments.

    New tools allow users to select which friends and pages they see at the top of their news feed, and introduce them to more business pages that may interest them.

    Twitter

    Twitter has introduced a new personas tool, which allows marketers to target audiences based on a range of factors and make sure messaging gets to the right people.

    Event targeting on Twitter allows you to find out what special days are happening and what their audience is, based on the previous year’s figures.

    LinkedIn

    The Social Selling Index is now available for all LinkedIn users that want to measure their own impact.

    Google+/YouTube

    Google admits defeat in trying to get everyone to link their Google+ and YouTube accounts; now only a Google account is needed to log in to the video sharing platform.

    Snapchat

    You don’t have to hold your thumb down to view your snaps, potentially opening the door for brands to roll out longer form content.

    Pinterest

    US users are now able to create an engagement campaign using Promoted Pins, with the focus on closeups, repins and clicks. (Hopefully coming to UK users soon.)

    Users can now sign into selected other apps with Pinterest to streamline the engagement process.

    Tumblr

    (Our social listening tool of choice) Crimson Hexagon is now a preferred data partner of Tumblr, allowing it to analyse instances of brands in text, logos, gifs and more.

     

    That’s it for this social media roundup – if you spot anything in August you think we should include next month, tweet us: @crocbites.

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    An A-Z of social media management toolshttp://thecroc.com/social-2/the-a-z-of-socialmedia-tools/ http://thecroc.com/social-2/the-a-z-of-socialmedia-tools/#comments Thu, 30 Jul 2015 15:59:35 +0000 http://thecroc.com/?p=4023 When you’re looking after social media for brands it’s useful to have a wide-ranging arsenal of tools: those go-to websites, apps and dashboards that help make the always-on environment more manageable. For sharing, tracking, content creation, analysing, streaming or collaborating – you name it, there’s a tool for it! At The Crocodile, we’re always on […]

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    When you’re looking after social media for brands it’s useful to have a wide-ranging arsenal of tools: those go-to websites, apps and dashboards that help make the always-on environment more manageable.

    For sharing, tracking, content creation, analysing, streaming or collaborating – you name it, there’s a tool for it!

    At The Crocodile, we’re always on the lookout for new tools to explore and take advantage of. Here’s a round up of some of the best. A top ten wasn’t going to cut it so we settled on an (almost) A-Z!

    AtoZ_v1b

    Add This: get more shares and follows from your website

    Bit.ly: shorten URLs and gather engagement data

    Canva: create tailored social media assets using this non-designers design tool

    DropBox: share and sync big files and access them anywhere

    Emojis: use the first truly global language!

    Flipagram: create and share short photo video stories, set to music

    Google Analytics: measure and inform social media with freemium web analytics

    Hootsuite: engage, publish, monitor and analyse social conversations

    Iconosquare: analyse key metrics for Instagram accounts

    Jive: communication and collaboration across your enterprise

    Klout Perks: generate earned social media for your launch or campaign

    Lead Generation Card: implement this on Twitter to drive highly qualified leads

    Meerkat: stream live video

    Nudge: grow the right relationships with this social selling app

    Owl.ly: shorten URLs, share files and track visits. (Pairs perfectly with Hootsuite)

    Periscope: stream live video direct to Twitter

    QR Code Generator: facilitate Quick Responses to marketing!

    Repost: repost others’ Instagram photos and videos

    Spotify for brands: get your brand heard with digital audio ads

    Tweepi: manage your Twitter community

    UberVu: unlock the full value of social media data via Hootsuite

    Vine: create and share short looping videos

    Woobox: create powerful contests, sweepstakes, coupons, quizzes etc.

    X: plenty of tools have been crossed out, including Wildfire and Google Reader

    Yammer: make teamwork happen! A private social network, part of Office 365 productivity tools

    Zynga: connect people through play with social video game services

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    The Crocodile to promote Standard Life workplace pension schemehttp://thecroc.com/digital/standard-life-enrols-crocodile/ http://thecroc.com/digital/standard-life-enrols-crocodile/#comments Mon, 27 Jul 2015 14:06:56 +0000 http://thecroc.com/?p=4006 In great news for the agency, The Crocodile has won a multi-phase pitch to promote Standard Life’s online auto-enrolment solution for SME workplace pensions. Changes in government legislation mean that all employers – even if they only have one worker – must set up a scheme, and as the leading provider of income drawdown and […]

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    In great news for the agency, The Crocodile has won a multi-phase pitch to promote Standard Life’s online auto-enrolment solution for SME workplace pensions.

    Changes in government legislation mean that all employers – even if they only have one worker – must set up a scheme, and as the leading provider of income drawdown and workplace pensions, Standard Life has created what is recognised as the most straight-forward answer for small and medium enterprises.

    The scheme is called Good to Go and it provides businesses with a quick, understandable and fully compliant pension solution, available online. The Crocodile will be driving companies to the auto-enrolment website where they can sign up.

    We showed Standard Life how we would generate traffic primarily through a combination of SEO, PPC and display remarketing , as well as ongoing organic and paid social media. Conversion rates will be maximised by optimising the customer’s journey through the campaign site.

    The Crocodile won this strategic assignment following pitch rounds in London and Edinburgh against other leading B2B marketing agencies. For us it was a great chance to showcase our financial services credentials and bring to life our Creating Conversations proposition.

    It’s an exciting brief requiring a clear understanding of the B2B marketing, customer experience and draws really strongly on our integrated marketing capabilities including, digital services, social media, PPC and strategic marketing intelligence. We’re looking forward to working with Standard Life’s fantastic marketing team on the challenges ahead!

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    Board of marketing?http://thecroc.com/social-2/board-marketing/ http://thecroc.com/social-2/board-marketing/#comments Fri, 17 Jul 2015 08:52:58 +0000 http://thecroc.com/?p=3965 A board game about marketing was sent into The Croc the other day, and while it seemed like a novel concept at first, we soon realised that lots of games subliminally convey marketing messages. So far in the Mattel School of Marketing, we have… Monopoly – the game is all about getting the maximum return […]

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    A board game about marketing was sent into The Croc the other day, and while it seemed like a novel concept at first, we soon realised that lots of games subliminally convey marketing messages.

    So far in the Mattel School of Marketing, we have…

    Monopoly – the game is all about getting the maximum return on your investment while staying out of jail – both of which work in the marketing context too.

    Jenga – not technically a board game, but there are times when you need to strip away as much as possible, but still leave enough there so that the messaging still stands up.

    Buckaroo – then there are times when you’re asked to pile on as much as possible and hope that your audience doesn’t kick off.

    Snakes & Ladders – most marketing agencies will agree with this one: you spend ages building up SEO or social followers, only for a change of algorithm or a cull of fake users to leave you back where you started.

    Kerplunk – the antithesis of marketing, as you hope that your actions will keep the funnel blocked up and cause all the trickle-down to go towards your competitors.

    Operation – marketing can be tricky, but it’s not really brain surgery!

    That’s our list, how about yours? Let us know which games remind you of marketing practices by sending us a message with the hashtag #boardofmarketing.

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    Global leader Kingspan appoints The Crocodilehttp://thecroc.com/digital/kingspan/ http://thecroc.com/digital/kingspan/#comments Thu, 16 Jul 2015 17:44:31 +0000 http://thecroc.com/?p=3972 In the fast-growing market for high performance building insulation products and solutions (set to be worth £17.5 billion globally by 2020), they don’t come much bigger than Kingspan Insulation. With huge global market share – and with manufacturing, distribution and commercial operations throughout Europe, North America, Australasia and other locations worldwide – when Kingspan says […]

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    In the fast-growing market for high performance building insulation products and solutions (set to be worth £17.5 billion globally by 2020), they don’t come much bigger than Kingspan Insulation.

    With huge global market share – and with manufacturing, distribution and commercial operations throughout Europe, North America, Australasia and other locations worldwide – when Kingspan says it’s about to announce a major product breakthrough, the sector and the building industry tends to listen.

    On this occasion, The Crocodile will be playing a part in delivering the message.

    We’ve been appointed by Kingspan to support and coordinate the global launch of IPN-QuadCore, a revolutionary new core material for insulated panels that can take building performance and efficiency levels through the, um… roof.

    Insulation products are on the front line of worldwide efforts to reduce global warming, as they can reduce the need for the heating or cooling of buildings by up to 75%. The unique micro-cell structure of Kingspan’s IPN-QuadCore is helping to bring the tomorrow’s world of Net Zero Energy buildings one step closer. As they say, #itsinthecore.

    It’s serious innovation to address a serious challenge for the building sector. We couldn’t be happier to support this important breakthrough.

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    THE CROCBITES SOCIAL MEDIA ROUNDUP – JUNE 2015http://thecroc.com/social-2/social-media-roundup-june-2015/ http://thecroc.com/social-2/social-media-roundup-june-2015/#comments Fri, 03 Jul 2015 09:03:06 +0000 http://thecroc.com/?p=3953 Whilst social media is easily accessible and cost-effective compared to traditional channels, its constantly evolving nature makes it one of the most time-intensive activities for brands to manage. The complexities excite and inspire us at The Crocodile. To keep our clients and ourselves abreast of all the emerging trends and technologies, we bring you the @crocbites monthly […]

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    Whilst social media is easily accessible and cost-effective compared to traditional channels, its constantly evolving nature makes it one of the most time-intensive activities for brands to manage. The complexities excite and inspire us at The Crocodile.

    To keep our clients and ourselves abreast of all the emerging trends and technologies, we bring you the @crocbites monthly social media roundup, with plenty for B2B marketers to sink their teeth into.

    Facebook

    Marketers will be heartened by Facebook’s announcement that Ads Manager and Power Editor have had a revamp. The former now brings performance metrics to the forefront, while the latter’s got a new layout that’s easier to use.

    Engagement is changing on the news feed, with a new measure of how long someone takes to read content, rather than relying on likes, shares and comments.

    As we’ve mentioned previously, Messenger is really being bulked out as a standalone app, and that’s continuing as now that you can use it without a Facebook account. All you need is a name, number and photo – kinda like WhatsApp…

    Sharing locations is also getting easier, which could prove useful if Messenger for Business takes off and you need to tell a delivery driver where to bring your package.

    Twitter

    Videos will now autoplay on Twitter, although users can select to turn off the feature in the settings.

    Twitter is testing an experience that collates relevant content and displays it with product/place tweets; it’s also giving a trial to collections by influencers, which can help push products and other content.

    The latest development to DMs sees the end of the 140-character limit (although that will remain for tweets). Instead, DMs can be up to 10,000 characters long, making communication much easier, although any temptation to spam users must be resisted.

    Instagram

    Instagrammers can now benefit from a more powerful search function and a reimagined Explore page that will show trends in real-time, so that conversations can be joined instantly.

    Expanded advert offerings now available, including the ability to better target people and making it easier for businesses of any size to buy Instagram ads.

    LinkedIn

    Pulse has been revamped to focus on delivering personalised news that’s tightly attuned to your interests and the sector you work in.

    Pinterest

    You can now add moving images to your Promoted Pins, giving you plenty of new content options and making you stand out from the crowd.

    Like a Pin? Now you could be able to purchase it, as Pinterest introduces Buyable Pins – just click the blue button and it’s yours.

    Searching on the network has got smarter, not least due to the introduction of verified users, who are marked with a small tick.

    Pinterest announces the Marketing Development Partners (MDPs) that will help businesses organise their advertising on the medium. It can work too – one company that had a trial with an MDP saw a 4,000% uptick in Pinterest-referred revenue.

    That’s it for this social media roundup – if you spot anything in July you think we should include next month, tweet us: @crocbites.

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    The Crocbites social media roundup – May 2015http://thecroc.com/social-2/crocbites-social-media-roundup-may-2015/ http://thecroc.com/social-2/crocbites-social-media-roundup-may-2015/#comments Thu, 04 Jun 2015 15:53:19 +0000 http://thecroc.com/?p=3939 At The Crocodile, we’re excited and inspired by the complexity of the social media landscape. Whilst social media is easily accessible and cost-effective compared to traditional channels, its constantly evolving nature makes it one of the most time-intensive activities for brands to manage. To keep our clients and ourselves abreast of all the emerging trends and […]

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    At The Crocodile, we’re excited and inspired by the complexity of the social media landscape. Whilst social media is easily accessible and cost-effective compared to traditional channels, its constantly evolving nature makes it one of the most time-intensive activities for brands to manage. To keep our clients and ourselves abreast of all the emerging trends and technologies, we bring you the @crocbites monthly social media roundup, with plenty for B2B marketers to sink their teeth into.

    Facebook

    Facebook’s Instant articles feature means articles opened in Facebook will now run within the social media site, rather than redirecting to an external web page as they did before. It should make the loading speed 10 times quicker, allowing for a faster and more comfortable process of reading articles.

    You can now forget copy and pasting URLs into your Facebook updates with the introduction of Add A Link, which allows you to quickly search for links on the site and easily add them to your status.

    Brands have a new opportunity to connect with their customers via WhatsApp as of May. Facebook has identified this opportunity with the rising popularity of its $19bn messaging app, meaning brands can reach out to their audience more directly.

    Twitter

    Want to understand just what kind of audience you’re attracting on Twitter? Now you can gain audience insight from demographics to TV viewing behaviour, allowing you to target ads to your key audience with a lot more depth.

    Twitter has now given API access to uploading videos and a protocol to enable bulk uploads. This new feature eliminates problems of file size and connection speed, with bulk uploads allowing you to upload in pieces.

    Advertisers can now create objective-based campaigns on Twitter, which simplifies the process of creating an adverts delivered via the medium.

    YouTube

    YouTube has in its latest round of updates introduced TrueView for shopping, which allows viewers to buy the subject of your advert with just one click.

    LinkedIn

    LinkedIn has made various changes to the way its developer programme is focused in May by shifting the focus onto partnership integrations over the popularly used open API.

    Pinterest

    Pinterest has unveiled new features that will help to increase brand awareness. Most noticeable was the new feature Cinematic Pins, and improved measuring of a pinner’s behaviour through repins to build a stronger knowledge of their future activity.

     

    That’s it for this social media roundup – if you spot anything in June you think we should include next month, drop us a tweet via @crocbites.

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    Geeks of the Marketing Stack: Unite!http://thecroc.com/digital/geeks-of-the-marketing-stack-unite/ http://thecroc.com/digital/geeks-of-the-marketing-stack-unite/#comments Wed, 20 May 2015 12:13:17 +0000 http://thecroc.com/?p=3883 Geeks rule! We’ve all heard that information is power and this has never been more true in today’s digital age as we race to unearth the intelligence to make better decisions more quickly and with greater purpose. Embracing our inner geek is critical and the most effective marketers are already making this a priority and […]

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    Geeks rule! We’ve all heard that information is power and this has never been more true in today’s digital age as we race to unearth the intelligence to make better decisions more quickly and with greater purpose.

    Embracing our inner geek is critical and the most effective marketers are already making this a priority and evolving the very role of marketing itself.

    For many marketers, however, the penny has not yet dropped. Depending on which study you have read over the last two or three years, 70 to 80% of the purchase decision is now made before picking up the phone or contacting sales. “Old news,” I hear you all cry, but what does it actually mean to marketing teams? It means opportunity, baby!

    The tide is turning in the favour of the intrepid CMO. In a small but growing number of enterprises, marketing is demonstrating the power to manage and influence that 70 to 80% and can prove it by tracking, monitoring, analysing and responding to real-time data as the customer leaves their digital footprint. Marketing is now capable of bringing a whole new ball game to the boardroom table.

    I’m not suggesting this is an easy thing to do, as it requires attitudinal, organisational and a whole host of other critical factors to be aligned, not to mention a team of talented people with a common purpose and vision of how things need to get done.

    We are already seeing growth in marketing agencies (like The Crocodile) and client-side departments capable of delivering systems integration, tying together software platforms – including marketing automation software, CRM systems, data management platforms, content platforms and analytics tools – into what is known as the Marketing Stack.

    The Stack offers a marketing approach that can make sense of customer behaviour, plan for it and deliver commercial success from it. The geek factor requires us to be interested and curious, to intellectually challenge convention, to embrace technology and data, to be excited by analytics, and to challenge the logic of department silos. We don’t see connecting Marketing and IT as the destination – instead we see it as a step in a much bigger customer experience picture. Econsultancy wrote an interesting piece on how this might impact organisational structure.

    An integrated Marketing Stack can converge data and – with human intervention – help to provide critical insight about the target market. Not only does this allow marketing to serve relevant and personalised messages to the right people at the right time, it can also – over time – help to anticipate their needs and perhaps even create products the customer base didn’t even know it wanted. Organisations such as Amazon and Netflix have been living this promise for some time now and Tesco have recently created a new Chief Customer Officer (CCO), so it’s not a flight of fantasy. It’s very real and it’s happening as we speak.

    At The Crocodile, we’re involved in this transformation with a number of our clients and we are (gently) challenging the role of marketing. The geek in us forces us to take a holistic approach to platforms and technology with a view to designing and implementing Marketing Stacks that use the Force, sorry, data and transform it into actionable intelligence.

    It’s not a quick fix, or necessarily an easy transformation, but we believe in it and have signed up to the movement.

    Long live the marketing geek revolution!

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    #GE2015: The social media election?http://thecroc.com/social-2/ge2015-social-media-election/ http://thecroc.com/social-2/ge2015-social-media-election/#comments Thu, 07 May 2015 15:29:54 +0000 http://thecroc.com/?p=3863 Today has been touted as the social media election, but has it been? Short answer, yes with an if; long answer, no with a but. The trouble is, ‘social media election’ is such a nebulous phrase – does it mean most election news is coming from social media or most reactions are appearing on it? […]

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    Today has been touted as the social media election, but has it been?
    Short answer, yes with an if; long answer, no with a but.

    The trouble is, ‘social media election’ is such a nebulous phrase – does it mean most election news is coming from social media or most reactions are appearing on it? Something in between or something we haven’t even considered until it happens?

    What can be certain is that as social is now much more mature than it was in 2010, it’s on the radar for parties, voters and commenters as an alternative way to get their points across and engage in conversations. How effective they are at doing these things, though, is the question.

    How have the parties done?

    Let’s look at Labour – they seem to have made the greatest strides on social, intentionally or otherwise, with the Milibrand interview, #Milifandom, the #EdStone and the fortuitous timing of #EdBallsDay all featuring during the campaign. There’s even been a late move to defend how Ed Miliband eats bacon sandwiches via #JeSuisEd.

    All of the above found various levels of natural virality, whereas if we look at the Conservatives, they were spending £100,000 a month of Facebook adverts last November – a figure you can only imagine has increased during election season. Don’t get me wrong, Facebook ads can work, but if you’re entering a popularity contest, organic growth must be preferable.

    Take the Greens – their #ChangeTheTune party political broadcast got plenty of interest, with 860,000 views on YouTube at present – proof that you don’t have to be a big-hitter with a massive budget as long as you strike a chord with your audience.

    In the interests of fairness, we should look at the other parties – the Lib Dems haven’t had the traditional coverage they received in 2010, with tweets seeming to be their main refuge. Of course, it’s a two-way street, with many tweeters displeased with their spell in government. The medium has been a mixed bag for the SNP and Ukip too, with Nicola Sturgeon’s performances in the leaders’ debates generally being praised, while Ukip have seen hashtags turned against them, and Nigel Farage, well…

    Election day

    So that’s been the run-up to the big day – how has social media looked today? I don’t know about you, but my Facebook timeline has been covered in posts saying that people are voting, while the #IVoted, #votingmatters, #GE2015, #democracy and other related hashtags have all been trending well as the day’s progressed.

    It’s not dissimilar from the content that’s been around at other major points of the election – the leaders’ debates and manifesto launches, for example – so if we’re taking that as being the measure of this campaign being the social media election, then it’s safe to say it is.

    However, if we’re looking for unique shareable content and stories starting online, we’re a long way off, although steps have been made in the right direction. Maybe the answer will come in the form of an election app, where you can find all the information you need and vote from your mobile? Let’s see where we are by the time #GE2020 rolls around.

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    The Crocbites Social Media Roundup – April 2015http://thecroc.com/social-2/crocbites-social-media-roundup-2/ http://thecroc.com/social-2/crocbites-social-media-roundup-2/#comments Fri, 01 May 2015 11:06:55 +0000 http://thecroc.com/?p=3885 Such was the success of our review of social media happenings over the first quarter of the year, we’ve decided to go monthly and there’s plenty for B2B marketers to sink their teeth into this time around… Facebook Facebook throws down the gauntlet to brands – create content that people interact with otherwise reach and […]

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    Such was the success of our review of social media happenings over the first quarter of the year, we’ve decided to go monthly and there’s plenty for B2B marketers to sink their teeth into this time around…

    Facebook

    Facebook throws down the gauntlet to brands – create content that people interact with otherwise reach and referral traffic could dip.

    You can now use Messenger for video calls – add that to Businesses on Messenger, which we told you about last time, and customer service could have a fresh complexion.

    Twitter

    Remember the halcyon days of asking someone to follow you back so you could DM them? Now you can DM anybody.

    Got some bon mots to add to a retweet? Prefixing the subsequent tweet with LRT is no longer a thing now you can RT with comment.

    Twitter scoops up TellApart to benefit from its cross-device retargeting capabilities.

    Will users skip past your tweets now that Twitter can curate a highlights reel for them?

    YouTube

    According to YouTube boss Susan Wokcicki, videos watched on the mobile app alone (that’s excluding desktop views) are reaching more people than any TV network.

    Pre-roll videos via Google’s TrueView have been on YouTube for five years now, so the firm’s blog has put together its top five trending ads that raised the bar.

    Vine

    Utilising Vine for your content? It’s now more shareable than ever

    Pinterest

    It’s now quicker and easier for you (and visitors to your site) to Pin things with the in-browser button.

    Pinterest has launched its Marketing Developer Partners network to help improve the way the network works for brands.

    LinkedIn

    LinkedIn teams up with Marketo to help marketers engage with customers throughout the buying cycle.

    Now your team can skill-up through LinkedIn after it announced that it would be purchasing Lynda.com.

     

    That’s it for this time – if you spot anything in May that we should pop into next month’s roundup, drop us a tweet via @crocbites.

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