While Snapchat’s game-like, whimsical interface may not seem to be the obvious go-to for communicators at b2b companies, the platform has plenty to offer any brand looking to explore a new channel for audience growth. Larissa von Lockner, a social media lead and member of PwC’s creative team—who will be speaking at PR News’ The Social Shake-Up on May 23, 2017, in Atlanta—shares some best practices.
The Trends: In this age of immediacy, consumers are going digital to find inspiration, tips and answers to all sorts of questions, including preparation of the Thanksgiving turkey. This desire for information to be “on demand” seems paramount in all industries. We’ve observed consumers walking through grocery store aisles not looking at shelves as they consider what to purchase to prepare the perfect meal, but peering down at their phone as their go-to resource. This year, we anticipate a cadre of new holiday chefs—my demographic of older millennials—will be preparing the Thanksgiving turkey for the first time.
Earlier in the month we were surprised when consumer engagement with B2C brands on Facebook during the 3rd quarter (July 1-Sept. 30) was down year over year ( PRN, Nov. 7). The trend continued with nonprofits, this week’s focus. Consumer engagement with nonprofits’ posts on Facebook declined 42% year over year (B2C brands were off just 20%), according to data provided exclusively to PR News Pro by Shareablee. On the upside, video engagement rose 61% vs. the same quarter in 2015. Engagement, or actions, is defined here as the total of likes, comments and shares.
Creative Solution: A tip of the cap for creativity to MyTravelResearch.com (MTR), a firm in Australia that’s taken on the task of publicizing what many in the developed world take for granted: toilets. Nov. 19 was U.N. International Toilet Day, an effort to publicize the need for more toilets, in the developing world especially, and encourage people to use them. The U.N. says 1 in 10 people still defecate without a toilet daily. This, the U.N. says, results in disease, environmental health challenges, increased mortality and lack of productivity at work. It’s also a security issue as sometimes wild animals mistake squatting humans, especially children, for food. The U.N. wants to create adequate toilet provisions globally by 2030. To raise awareness MTR created the Toilet Tourism Awards, whose proceeds will be donated to the U.N.’s effort in the winner’s name.
For a crash course in how not to communicate with millennials, take the time to visit /r/FellowKids, a “subreddit” of gigantic content-aggregation site Reddit. It’s a site dedicated to mocking examples of “advertisements and media that totally appeal to the radical youth of today. Cowabunga!”
Autodesk, producer of 3D design software, is one company that takes the “radiation” approach to YouTube as opposed to the passive storehouse approach. The company devotes much of its communications resources to its YouTube channel, and that devotion has paid off in 220,000 subscribers. The immediate goal for its YouTube channel might surprise you, considering this is a software company we’re talking about.
On Nov. 1 Instagram said it was testing a feature that will allow users to buy what they see in their feeds directly from brands. The beta involves 20 brands, including J.Crew, Macy’s and Levi’s. The user clicks on a button and up pops the product’s name and price. Another click provides a more in-depth description of the product. Then there’s the ever-popular “shop now” click, which takes the user to the retailer’s website. Seems simple, right? Actually, the implications could be enormous.
The vending machines, styled “Snapbots”—are distinctively bright yellow, with a smiling mouth and one big cartoonish eye, like a Minion without the blue overalls. Also, they are elusive: The Snapbots will only be in one place at a time, for one day only.
Want to create a powerful video ad on Instagram that will get people to stop scrolling and pay attention? First, you have to know your brand story, but then it’s important to communicate in the correct visual language. You don’t want to be salesy, you want to be relational.
M&A: W2O Group early today acquired Marketeching Solutions, LLC, a research and social listening consultancy specializing in healthcare and life sciences. Founded in 2008 by Kevin Johnson, Marketeching has offices in New Hope, PA, and Philadelphia. Johnson will remain, operating Marketeching as a subsidiary of W2O. Earlier this year, Mountaingate Capital secured an investment position in W20 to propel growth through acquisitions.