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Swipe Right to know more ➡️ H&M is a fashion brand & its growth has increased during the recent years. The credit to a large extent goes to its heavy focus on digitization. 1) Facebook : Primary Platform There are more than 32 million followers of the brand on Facebook. It posts regular updates about the new products and designs as well as any events or marketing campaigns it organizes. 2) Twitter : H&M has also used Twitter for effective marketing of its brands and products. There are different Twitter accounts for different markets of the brand. Its main Twitter account has more than 8.6 million followers. 3) Instagram : Instagram is another important stop for the brand where it has showcased its brand and its products beautifully.H&M has made 3761 posts on Instagram and has 22.9 million followers, following its brand. 4) YouTube : YouTube is a great platform for engaging fans and followers. H&M has showcased more than 650 videos in its YouTube account. The focus is not just marketing of products or brands but to create long term relationships with the customers through deeper engagement. #h&m #unmetric #forever21 #weheartit #pinterest #fashion #internationalmarketing #digitalmarketing #socialmedia #socialmediamarketing (at Mumbai, Maharastra) https://www.instagram.com/p/BxeXz1UoDa5/?igshid=18gp56i2h6b2j
What made the top videos of the year go viral? [INFOGRAPHIC]
2013 saw dancing babies, a fireman save a kitten, and a talking camel, all proving that videos are as vital as ever to any social media campaign. The top viral videos from brands this past year broke records in terms of views and leveraging across other social channels. Still undetermined, though, is what factor launches a video to viral status: the length or the content?
In honor of Unmetric returning as the Shorty Industry Awards Official Social Media Analytics and Benchmarking Partner, here is a look at the top viral videos from brands the past year.
Also, check out Kimberlee Morrison of Social Times' coverage on the infographic here.
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The Shorty Industry Awards are now open. Did your brand have a memorable Facebook Campaign in 2013? Submit your work today!
James Fishler, CMO at LG, talks scaling Facebook campaigns across Pinterest, YouTube and more
Effective Facebook campaigns have become essential for any marketing strategy across all demographics. As the Shorty Industry Awards (honoring the best brands and agencies social marketing work) have grown, we've invested in honoring the best Facebook campaigns and have even partnered with Unmetric to grow the recognition. We spoke with James Fishler, CMO at LG, and member of the CMO jury on the Real-Time Academy (who picks the Shorty winners), to get his insights on the trends and success stories on Facebook this year.
Fishler touched on the most memorable campaigns this year, including the iconic Red campaign that came from the Human Rights Campaign in response to the Supreme Court ruling on Marriage Equality (which was recently nominated for a Shorty). He also spoke on the emerging trends, including leveraging Facebook content to scale and fully integrate with other platforms such as YouTube and Pinterest.
Shorty Awards: What Facebook campaigns were memorable to you this year?
James Fishler: A couple of Facebook pushes have really resonated with me this year: Grey Poupon and the Human Rights Campaign.
Grey Poupon: There are so many brands that ask for more fans or likes, but Grey Poupon turned that all on its head with “The Society of Good Taste” Facebook campaign. They created an app that judged the how “classy” a person is based on the items in their Facebook profile. Anyone deemed “not classy” enough, had their “Like” deleted from the page. In doing this, the brand made an effort to find customers who exhibited values similar to the brand. This allowed Grey Poupon to add an air of exclusivity to the page, while exploiting the opportunity to push out exclusive deals and really engage with relevant fans.
Human Rights Campaign: As the Supreme Court ruled on marriage equality, the Human Rights Campaign updated its logo to a pink and red variant featured on their Facebook profile picture (to show support for LGBT equality). After this update, the updated logo spread like wildfire. The logo appeared more than 18 million times in News Feeds. What’s more, brands like Banana Republic, Amazon, Bud Light and Target created their own variants. While this may be a controversial topic, a simple action (updating profile picture) created a movement across Facebook.
SA: What trends do you see emerging in Facebook campaigns?
Fishler: Emerging trends include scaling Facebook as it matures and expanding paid support.
Maturity of Facebook: As audiences start to use more channels and it becomes harder to stand out on Facebook alone, brands are exploring how they can scale Facebook content to apply to Pinterest, YouTube or any other new platform. With that, campaigns have become more focused on compelling content that provides value for fans/followers/likes. This is something we've focused on with the creation of the LG House (www.lifesgoodhouse.com). We've created engaging content that lives on Facebook, Twitter and Pinterest.
Paid support: Paid media is becoming increasingly important in Facebook Campaigns. On the most basic level, it allows brands to raise awareness surrounding any initiative. At its most granular level, you’re able to re-target someone with an ad to complete a sale.
SA: What unique things has LG executed across social media this year?
Fishler: A number of successful LG social media campaigns have been implemented in 2013. All designed to engage more effectively with our customers, they include the “Life’s Good House,” social activations related to our Celebrity Apprentice sponsorship, and the launch of new smartphones, as well as activities related to our new Advocacy Engine and Branded Content initiatives.
Life's Good House: The Life's Good House is a unique 6-month campaign that focused on highlighting LG’s “Life's Good” brand attributes in a social space, across all of our business units— from home appliances to home entertainment to mobile phones. To accomplish this we turned to various tactics a Facebook application, games, custom content (such as fun but useful household tips) and a sweepstakes. Because it's important to scale Facebook content, we looked to push this content across Facebook, Twitter, Google+ and Pinterest. Finally, throughout the life of the Life's Good House, we were able to integrate media partners, such as Martha Stewart Living, and retailers like BestBuy, for instance.
Celebrity Apprentice: With “Celebrity Apprentice All Stars,” our goal was to create a fully integrated (TV, Digital, Social) campaign. Prior to airing of the LG episode, we focused on increasing excitement through Tweets from both us and a few friends (Joan Rivers, Apprentice Handle, etc). During the episode, we then created a war room to live Tweet with fans and participants of the show. After the show, we raised awareness of the winning charity (Lil' Jon and the American Diabetes Association) through social channels, and provided even more funds.
LG G2: With the launch of our flagship phone, the LG G2, we worked with Facebook and Twitter to take advantage of their new targeting options. On Twitter, we took advantage of Twitter TV to sync our promoted tweets with our Television ads. With Facebook, we took advantage of carrier/device/behavior specific targeting to reach users that were in market for a new device. Earlier in the year, we built a campaign for the LG Optimus G Pro smartphone around the idea of users' sharing content. That lived within all parts of our marketing, but paid off the most within social. The campaign featured shareable content, custom “somecards” and was capped off by a Twittter contest that urged fans to tell us how the LG Optimus G Pro could make their shares… Fab-shares
Advocacy Engine: We've launched our “Advocacy Engine” this year, which is focused on providing top-of-the-line customer service. We use a social listening tool, that allows us to hone in on LG Conversation across the web and answer any questions/concerns our customers may be having.
Branded Content: Because of the highly visual nature of social, we looked to really visually define our brand within social. This branded content allowed us to tell our “stories” more effectively, visually stand out, and show some personality.
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Don't forget to start your Shorty Industry Award Facebook campaign entry now and check out LG's website for all their Black Friday offers.
Did your brand have the best Facebook campaign in 2013?
Enter the Shorty Industry Awards now!
Unmetric, the social media benchmarking company, is returning as the official Social Media Analytics and Benchmarking Partner of the Shorty Industry Awards. Today, we're announcing the "Best Facebook Campaign" Industry Award launched in partnership with Unmetric (click here to tweet about the announcement).
Our all-star panel of CMOs jurors has grown.
Visa’s Kevin Burke, Virgin America’s Luanne Calvert, GE’s Beth Comstock, Chipotle's Mark Crumpacker, LG Electronics USA Inc.’s James Fishler, Pepsi Beverages North America’s Simon Lowden, Benjamin Moore & Co.’s David Melançon, Taco Bell’s Brian Niccol, and Yahoo!’s Kathy Savitt will be judging the competition in addition to the Marketing Jury.
#SuryaRay #Surya Another week, another set of social media stats to “reveal” that so-and-so is more influential than so-and-so on social media. A growing number of companies are touting these rankings, which now cover everything from sports to the Supreme Court, as key insights to the ways of the world. But are they really? The most recent example comes by way of an outfit called Unmetric that sent me a “full report” that shows the Dallas Cowboys have the most Twitter and Facebook followers while the Chicago Bears are the “most engaged” on social media. This feat of research also included a nifty infographic with bar charts and more: Unmetric, of course, is far from the only company cooking up rankings from online media. There’s Klout to rank people like Biebs and Obama as well as rivals like PeekYou which offers more rarified fare like the rank of the Supreme Court justices: At this rate, it won’t be long until a company comes along to offer multi-media rankings for the neighborhood cats. All of this raises the question of whether there is anything useful about all these studies and metrics. Does it matter that Bears fans are more “engaged” than Giants fans? Is it helpful to know that Clarence Thomas ranks #3 for web presence even though he’s regarded as sub-par jurist? According to PeekYou CEO Michael Hussey, the point of the company is to “explore the web from a people perspective” and to show their media influence. While some of these stats are no doubt useful to marketers, it remains to be seen if media/social media ranking will grow into a useful science or if they’re just a fad to feed our insatiable craving for rankings. http://dlvr.it/2Zzs0y @suryaray
