Warc's "Seriously Social 2016" - Trends in Effective Global Social Strategy
November 29 2016 - 9:00AM
JCN Newswire (English)
LONDON, Nov 29, 2016 - (ACN Newswire) - Warc, the global marketing
intelligence service, has today released the results of an analysis
of the most effective use of social media in marketing, to
establish global trends and best practice in 2016.
The 'Seriously Social 2016' report features analysis by Peter
Field, the renowned independent marketing consultant. Field
scrutinised data attached to entries to the 2016 Warc Prize for
Social Strategy - Warc's global search for the best marketing
programmes that are 'social by design' and that have made a
significant impact on brand performance or influenced consumer
behaviour.
The 92 entries came from 20 different markets from around the
world, and from a mix of marketers, creative agencies, media
networks, digital and social specialists. The study also considered
and compared trends and features from 2014 and 2015 to ascertain
the key drivers of social effectiveness for 2016.
The 'Seriously Social 2016' report highlights four major global
social marketing trends:
- Social evolves as a broadcast platform: There is a marked
increase in the use of content in social campaigns with video
dominating. 79% of entrants used content in their social strategy
in 2016 compared with 41% in 2015 and just 22% in 2014.
Increasingly, social is used as a broadcast channel with 73% of
entrants using video as part of their social strategy. An increase
of organic social media is being driven by video-led powerful and
emotive social ideas.
- A shift to 'Top Down' Social Strategy: A dramatic shift towards
'top-down' (brand-generated content) and away from 'bottom-up'
(consumer-generated content). Top-down now accounted for 93% of
winning cases in this year's Prize. Brands are now investing in
producing shareable content which is easier to deliver and to link
to commercial outcomes.
- Short-term tactics dominate social: Social campaigns constrained
to work over short timescales (i.e. less than six months in
duration) are unable to deliver the same benefits as long-term
ones. The pursuit of short-term sales activation in many social
strategies deliver poorer long-term performance ultimately
undermining long-term effectiveness such as market share movements
or new customer acquisition.
- Big data is more prevalent in social strategy: There is a growing
maturity in how agencies are combining data with social strategy.
Big data was a key theme, with 83% of entrants making use of it.
Many winning papers demonstrated sophistication in how data is used
to inform insights and improve targeting in social strategies.
However, there is still a lack of robust data in evaluating the
effectiveness of social campaigns.
Commenting on the 2016 social trends that the analysis reveals,
Peter Field says: "There has been a clear shift away from bottom-up
consumer content and cause-driven social strategies towards
top-down content-driven strategies with brands investing in
producing shareable content. In addition, social has evolved into a
content platform to distribute and amplify multichannel ads."
"However, the financial pressures on social campaign budgets,
coupled with short-termism and the difficulty of achieving organic
reach, are having a detrimental impact on the effectiveness of
social campaigns."
The Warc Prize for Social Strategy was judged by a panel of 21
industry luminaries chaired by Gian Fulgoni, Co-Founder and
Executive Chairman Emeritus of comScore, Inc., the leading
cross-platform measurement company that precisely measures
audiences, brands and consumer behaviour.
"The ultimate reach and impact of any social campaign is influenced
by three levers," says jury chair Gian Fulgoni. "The quality of the
social marketing creative to resonate with the audience, the
ability to maximise the exposure to the creative through earned
media such as social sharing, and how smartly this information is
leveraged to maximise any corresponding paid marketing efforts to
reach additional audiences with whom the content might
resonate."
The Grand Prix winner of Warc's 2016 Social Prize was Halifax's
'Making money extra easy' campaign, by adam&eveDDB. To view all
the winners and read their case studies, go to
https://www.warc.com/WarcSocialPrize2016.prize
About Warc - Ideas and evidence for marketing people
Warc.com is an online service offering advertising best practice,
evidence and insights from the world's leading brands. Warc helps
clients grow their businesses by using proven approaches to
maximise advertising effectiveness. Warc's clients include the
world's largest advertising and media agencies, advertisers,
research companies and universities.
Warc also publishes leading journals including Admap, Market
Leader, the Journal of Advertising Research and the International
Journal of the Market Research Society. In addition to its own
content, Warc features advertising case studies and best practices
from more than 50 respected industry sources, including: ARF,
Effies, Cannes Lions, ESOMAR and IPA. Warc hosts three annual case
study competitions: Warc Prize for Innovation, Warc Prize for
Social Strategy and Warc Prize for Asian Strategy.
Founded in 1985, Warc is privately owned and has offices in the UK,
U.S. and Singapore. For more information, please visit
www.warc.com.
Source: Warc - Ideas and evidence for marketing people
Contact:
Amanda Benfell
PR Manager, Warc
E: amanda@gunnreport.com
T: +44 20 7467 8125
Copyright 2016 ACN Newswire . All rights reserved.
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