The Weekly Shop (17th – 21st March)

In the Weekly Shop this week…the four types of customer insight retailers should have, simplifying channel attribution, Facebook’s new video adverts and more!

Customer insight – what you should know and why

Our first article this week comes from Leapfrogg’s MD, Rosie Freshwater, who has revealed the four different types of insight that we believe all retailers should have about their customers. When combined together, this insight gives a true picture of who your customers are, the shopping experience they desire and how much they are likely to spend.

Introducing The Periodic Table of Content Marketing

Here’s a clever visualisation from Chris Lake from Econsultancy. He’s created a periodic table of content marketing, which is a rather useful referral tool when thinking about content campaigns.

Channel attribution doesn’t have to be a complicated issue

Channel attribution is often seen as being overly complicated, but this article aims to simplify the process and show that it can actually be quite straightforward. A useful read if you’re thinking about the affiliate arena and using attribution tools or a specialist company.

Facebook Says Video Ads to Hit News Feed ‘Over the Next Few Months’

In Facebook news this week, the social network has just announced that they are going to be rolling out video adverts in users’ news feeds over the next couple of months. These 15-second ads will auto-play within the news feed, but will be soundless unless you click on them and will be measured in a similar way to how advertisers buy and measure ads on TV.

International SEO Tips – What Are the Game Changing Factors?

Moving onto the topic of SEO, if you’re thinking about the internationalisation of your website, then this article outlines some international SEO best practice tips and describes what they are, and how they work.

So…You Think SEO Has Changed?

To finish off this week, here’s an article from Clickz which quite rightly aims to debunk the theory that ‘SEO is dead.’ Head over to Search Engine Land for more.

Thanks for reading! Remember you can sign up to receive the Weekly Shop via email every Friday by signing up in the footer below.

Fever London’s Perfect Fit Model Competition

Fever London is one of Britain’s most exciting independent fashion brands, with collections inspired by beautiful vintage prints and feminine silhouettes. We’ve been working with the brand since October 2013 looking after their natural search strategy. To date, this has involved integrating their content, social media and online PR activity to help establish the brand as an authority on vintage fashion.

As part of our on-going work, last month we supported Fever London with the launch and promotion of their Perfect Fit Model Competition. Our mission was to find five ‘real life’ models in a variety of different dress sizes who would take part in a photo shoot in and model key pieces from Fever London’s SS14 collection. From April 2014, these images will be featured on product pages on Fever London’s website to show exactly what each design would look like on real women in sizes 8 to 16.

We developed this campaign specifically to grow and increase engagement of Fever London’s social media audience across all platforms, particularly Facebook. We also wanted to boost online brand awareness for Fever London by contacting relevant fashion and vintage bloggers and publications about the competition.

The competition launched on Facebook in January and we were thrilled with the coverage and buzz it received. There were 65 entries for the competition and a whopping 11,900 votes were cast! The final winners were Catherine of Not Dressed as Lamb, Deborah of Bang on Style, Elizabeth of What Lizzy Loves, Celina and Nikki who all received the most votes in their size category from Fever London’s Facebook fans.

Last Saturday, the five competition winners headed up to Fever London’s headquarters and spent the day being pampered and styled for their photo shoot. Our senior social media and content consultant Alice also went along to capture all the action on the day and we thought it would be nice to share some of her photos. I think you’ll all agree the models looked fabulous!

This campaign received a huge amount of buzz online and some of the positive coverage the campaign received is below:

Should we have models that are all different sizes? 

What online retailers can learn from Fever London’s ‘perfect fit’ campaign

The final images from the models’ photo shoot will be up on the Fever London website on the 1st April and we will also be sharing a full case study about this work shortly. Watch this space!

Deborah being made-up with her vintage-inspired hair do.

Nikki modelling in the Fever shop window.

Celina modelling the Chelsea Pencil Dress outside the Fever London studio.

Deborah of the blog ‘Bang on Style blog’ modelling the Arlington Maxi Dress.

Three of the lovely competition winners modelling a Fever London top and skinny jeans.

 The five competition winners posing outside Fever London.

Wedding Rings Direct ‘Bride of the Year’ campaign

In light of our recent nomination for the European Search Awards we thought the time was ripe to share a few more details about our work with Wedding Rings Direct and the ’Bride of the Year campaign’, which earned us a nomination in the ‘Best Use of PR in a Search Campaign’ category.

Wedding Rings Direct offers the largest collection of quality engagement, wedding and eternity rings in the UK. We first started working with them at the beginning of 2013 when they approached us to help them increase brand exposure, customer acquisition and revenue having suffered a significant drop in natural search traffic as a result of Google updates and subsequent penalties.

As part of their strategy, we came up with the idea of a Bride of The Year campaign, aimed at raising brand awareness and boosting social media engagement, whilst also building a number of high quality editorial links.

At the launch of the campaign, we asked friends and family of brides set to marry in 2014 to nominate the brides-to-be with photo and the reason they deserved to be Bride of the Year. We then approached wedding related businesses with strong blog domains to help us publicise the competition, whilst also inviting them to donate items or services for the winner’s prize package in return for media coverage.

When the competition launched, we used an ‘old school’ PR approach via press releases and calls to the local media and relevant wedding bloggers. This secured us coverage in the main local newspaper, whilst also gaining editorial links from bloggers.

In order to generate social media buzz, we created a contest app for Wedding Rings Direct’s Facebook page where brides-to-be could be nominated and then voted for by family and friends. To encourage the highest number of entries possible, we supported Facebook activity with advertising, accompanied by sponsored stories to extend reach even further.

Bride of The Year Competition

There were a total of 28 entries to the competition with each entry receiving an average of 65 votes and six comments per entry. Bride of the Year content was shared on Facebook 12,322 times during the two months the competition was live.

In October– after receiving more than 800 public votes– Rosa Lee from Brighton was crowned Bride of the Year 2014, receiving a set of bespoke wedding rings as part of a prize package worth more than £1,500.

Bride of The Year Winner

The winning bride receiving her wedding rings from Wedding Rings Direct

Campaign highlights included:

  • 17 pieces of coverage from the media and wedding bloggers about the competition and winner
  • 10,185 unique visitors to the competition on Facebook
  • 84% increase in Facebook fans
  • 41 high quality, editorial links from a variety of domains over the four months of the campaign (exceeding the target of 30)

In addition, year-on-year natural search traffic is now tracking above the pre-penalty level for the first time in twelve months.

Kate Rivera, Marketing Manager at Wedding Rings Direct said “We are so pleased with how the Bride of the Year campaign performed from both a brand awareness and social activity perspective. We increased our Facebook followers significantly and the campaign also allowed three months of daily social interaction with our audience across multiple social platforms including Facebook, Twitter, G+ and Pinterest.”

We’ve thoroughly enjoyed working on this campaign and were very happy to hear that due to the success of the competition, Wedding Rings Direct would like us to repeat and expand the competition nationally in 2014.

Watch this space for more details… and wish us luck with the European Search Awards!

 

European Search Awards Shortlist Badge

 

 

 

The Weekly Shop (17th – 21st Feb)

In the Weekly Shop this week…three reports yielding some interesting stats around retail spending, poor tablet experience and the state of digital on the high street, plus what Facebook’s latest algorithm updates mean for your brands Facebook page and ways in which search is evolving.

Three quarters of retail spending in UK comes from just 18 per cent of shoppers

A new study from Deloitte has found that nearly three quarters of the money spent shopping in Britain comes from just 18 per cent of consumers. These ‘Super Shoppers’ are increasingly making purchases using their mobile and account for a massive 70 per cent of all UK retail spending which is the equivalent of more than £200billion in 2013.

Audi to Apple: who is using digital on the high street?

A recent report by Eccomplished assessed over 40 leading retailers in the heart of London’s shopping district on their use of digital technology to evaluate how good retailers are at delivering a multichannel shopping experience. Econsultancy have rounded up some specific retailers from the report who are using digital technology successfully to engage customers in-store and also retailers who are doing otherwise.

77% of shoppers say a poor tablet experience could change the way they perceive a brand, study finds

Our final report this week has revealed that more than three quarters of consumers say a dissatisfying shopping experience using a tablet would impact their opinion of a brand. Furthermore, 67 per cent of shoppers stated that it would make them reluctant to recommend the retailer to family and friend highlighting the fact that retailers simply cannot afford to neglect tablets as shopping devices.

6 Ways to Make People Love Your Brand

In order to gain customers and retain them, you’ve got to do more than introduce them to your brand, business, or products – you’ve got to make them fall in love with it. Mashable have produced an insightful infographic telling you just how this can be done.

Websites Need to Become as Personalised as Email

Marketers have become very sophisticated at personalising emails based on their data to ensure their campaigns are as targeted and engaging as possible. Websites, on the other hand have lagged far behind when the tools exist to make websites as targeted as emails. This article from Clickz looks at four ways you can segment and target visitors on your website to provide them with a more personalised experience.

What Facebook’s latest algorithm updates mean for your brands Facebook page

If you manage a Facebook Page for your business, you’ve probably noticed that your content isn’t reaching as many people as it was a few months ago. In this blog post our senior social media and content consultant, Alice, has explored why this has happened and how allocating a small amount to Facebook Advertising can provide a huge benefit to your Facebook page.

Five ways in which search is evolving

This last article from Econsultancy looks at five noteworthy ways in which search is evolving and what digital marketers need to be aware of including mobile, content and user experience signals.

See you next week!

 

Facebook’s latest algorithm updates

If you manage a Facebook Page for your business, you’ve probably noticed that your content isn’t reaching as many people as it was a few months ago. The good news is that this may not be because you’re doing anything wrong. The less good news is that, at the tail end of 2013, Facebook announced some big changes to the way that it decides which content appears in users’ News Feeds.

Unlike Twitter, which provides an unfiltered stream of updates from everyone you follow, Facebook uses an algorithm to determine whose content you see when you log in. Instead of showing you absolutely everything that everyone posts (which would amount to an information overload of 1,500+ stories), Facebook prioritises the activity of the people you have engaged with most often and most recently. Unfortunately for brands, this means your Page content is much less likely to be displayed to the people who have ‘Liked’ your Page.

Organic vs. paid reach

If you take a look at Facebook Insights for your Page, you’ll see that your reach (the number of people who have seen content associated with your Page) is split into two steams:

  • Organic reach: people who see your content because it appears ‘naturally’ in their feeds because their friends have shared it or they engage with your Page regularly
  • Paid reach: people who see your content as a direct result of your Facebook A

As you can see from the graph below, paid for Ads significantly increase the total reach of Page content.

Total reach of Facebook content (paid + organic)

Total reach of Facebook content (paid + organic)

This decline in organic reach of Page content is nothing new. Data gathered by Moz over the last three years has shown that organic reach for Pages has been gradually decreasing throughout this period, simply because more brands have established a Facebook presence and competition for visibility is much higher. Over the last couple of months however, many Page owners have been reporting a noticeable, dramatic drop in organic reach.

One example is viral content site Upworthy which relies almost exclusively on social media shares to drive traffic. In Nov 2013, Upworthy recorded almost 90 million website visits. In Dec 13, this dropped to 67 million and in Jan 14 declined further to 48 million. That’s a 46% decline in traffic in just two months. It seems likely that this – at least in part – is down to Facebook’s algorithm changes which, as well as suppressing non-Paid for page content, also targeted meme-style content in favour of links from high quality sites. By contrast, Pages such as Buzzfeed who invest a significant amount in Facebook Ads haven’t seen anywhere near such a dramatic drop-off.

It would appear then, that the only way to counteract this and ensure your content gets seen is to show Facebook the money. Since Facebook Ads launched, the platform has been continually tweaking its offering – displaying adverts more prominently in News Feeds and making targeting options more sophisticated. In the act of increasing the visibility of adverts, it was inevitable that Facebook would begin prioritise Pages owned by the businesses that are helping it make a profit.

Does this mean you should abandon your Facebook efforts? Definitely not. Having a Facebook presence remains essential for business. It’s a way to show your brand personality, reach engaged customers, gather useful feedback and provide efficient customer service. Allocating just a small amount to Facebook Advertising – if Ads are managed efficiently and correctly targeted – can provide a huge benefit to your Facebook page.
Here are a couple of examples where Leapfrogg has used Facebook Ads to increase the reach of clients’ content, following significant decline in organic reach and the resultant effect on website traffic.

Client A (B2C)

Client A (B2C) website traffic from Facebook

This graph shows that for Client A (B2C) traffic from Facebook started to dip in July 2013, corresponding to a drop in organic reach of Page content. In Oct 2013 we launched on-going Facebook Ads which supported an autumn/winter competition, Christmas sale and New Year product launch. After just two months, traffic to the site from Facebook was up almost 300%.

Client B (B2B)

Client B (B2B)

This graph shows how Client B (B2B) had been struggling to drive any traffic to the site from Facebook. In Nov 13, we began to add regular content to the Facebook page but still were failing to drive website visits. In Dec 13 we launched Facebook Ads targeting small business owners in major UK cities which drove a whopping 3750% more traffic to the site in Dec 13 and a further 42% increase in Jan 14.

In both cases, we set up Facebook Ads to deliver a specific call to action – such as customer discounts, encouraging competition entries, online sales and new product launches and optimised them to drive traffic to the client’s site.

In summary

The future of Facebook for business owners and marketers seems to be as a paid platform. Facebook is rightly placing users at the heart of their optimisation efforts but, in doing so, is also profiting from brands who want Facebook’s huge, active and engaged community to see their content. Success on Facebook now combines the effort of creating and sharing awesome content that appeals to your audience with a bit of click budget.

Alice Reeves on Google+

Leapfrogg nominated for a European Search Award

We had a great start to the week on Monday when we discovered that we had been nominated for a European Search Award!

Our work with Wedding Rings Direct and the Bride of the Year campaign has been shortlisted in the Best Use of PR in a Search Campaign category demonstrating outstanding public relations integration into a search campaign.

We were particularly proud of this campaign as it represented tremendous success for our client Wedding Rings Direct – such a success that they have requested we repeat and expand the competition nationally in 2014!

The project attracted 28 entries and drove 17 pieces of coverage across the media and wedding blog network. The social stats were also very impressive with 10,185 unique visitors to the competition on Facebook which was shared over 12,000 times within the two months the competition was live and increased their number of Facebook fans by 84%. We also exceeded the target of 30 high quality links, achieving 41 from a variety of domains over the four months of the campaign.

The winners will be announced at The European Search Awards ceremony in Reykjavik on 28th March. We’ll be keeping our fingers crossed until then!

Happy Valentines Day!

Last year, I wrote a blog post about some of my favourite Christmas digital marketing campaigns from fashion retailers. With the recent build up to Valentine’s Day, I spotted some really innovative digital marketing campaigns from various brands and I thought I’d once again share a couple of my favourites on the Froggblog…

Not On the High Street #LoveYourStory

Not On The High Street have produced a very cute digital campaign celebrating real and everyday love stories. They asked nine couples to share the story of their relationship on film and these videos are featured on their website and across their social media channels.

Using the hashtag #loveyourstory, the brand has encouraged consumers to also tweet their love stories which have created a real buzz around the campaign. The brand has also created a bespoke webpage for the campaign which also features inspiring gifts, quizzes and other valentine’s day content such as wrapping inspiration, date ideas and quotes from the couples. It draws attention to their products but in subtle way.

Ann Summers #HappyAnnSummersDay

Here’s another rather cheeky guerrilla marketing campaign from lingerie brand, Ann Summers, who must have annoyed their competitors when they projected mischievous messages onto their store fronts.

Ann Summers Valentines

Shops such as Thorntons and Liberty’s fell victim to Ann Summers and have had messages such as ‘Chocolates are for hospitals’ and ‘Roses belong in the Eighties’ projected onto their shop fronts alongside the slogan ‘Happy Ann Summers Day.’ They’ve also sprayed the messages onto London pavements and encouraged consumers to tweet @Ann_Summers with the hashtag #AnnSummersDay.

Ann Summers Pavement

Virgin #EverydayValentine

This campaign from Virgin celebrates the idea of an ‘Everyday Valentine,’ which they describe as being anyone from a childhood chum, favourite food or even a pet. They’ve asked consumers to send them a picture via Twitter, Instagram or Vine of their #EverydayValentine with the aim to win prizes such as a dinner for two or customised chocolates. The best responses are also featured on the Virgin website throughout the week.

Evian #ILoveYouLike

Mineral water brand Evian is helping consumers avoid typical Valentine’s Day clichés with its #ILoveYouLike multi-channel campaign which pushes their ‘Live Young’ philosophy.

In the run up to Valentines Day, consumers who tweet @evianwater or @evian_uk using the hashtag #ILoveYouLike will receive a response with an image depicting an alternative Valentine’s message. Fans are then encouraged to share suggestions on how to complete the sentence ‘I love you like’ on Facebook in order to win special Valentine’s Day prizes.

Evian ILoveYouLike Campaign

According to Clickz, this campaign has already notched up an impressive 87,000 impressions in the week before the campaign launched and 1.2 million estimated impressions in its first 48 hours as a result of about 200 Twitter messages.

Ted Baker #FollowTedsHeart

I spotted this campaign earlier in the week on Ted Baker’s Facebook page. They’ve created a digital ‘FollowTedsHeart’ Facebook app campaign to increase engagement with their fans and compliment their in store activities.

Ted Baker FollowTedsHeart

The app lets users release virtual balloons around the globe in a bid to win a shopping spree and features really lovely visuals of the balloon flying across the world as it’s released. It’s nicely executed but I was pretty disappointed that my balloon only traveled 3557.55 miles to Washington putting me in 4151st place.

Heineken #DateInABox

Last but not least, a campaign aimed at the boys from Heineken. The beer brand has launched a #DateInABox social media campaign which consists of an actual box containing an adventurous, prearranged mystery date ranging from a jujitsu lesson for two to a couples’ tattoo session. To get this date, women can tweet to @Heinken_US and have a box mailed to their partner but he can only unlock it if he embarrasses himself and shares his feelings of love on Instagram with the photo of the box.

Creating dream living rooms with Heal’s

Towards the end of last year, we were very privileged to work with iconic designer furniture store Heal’s on a blogger outreach project for their brand new collection of designer sofas.

Here at Leapfrogg, we all love Heal’s homeware and equally love any project that gets our creative juices flowing, so this quickly became one of our favourite pieces of work from last year. For this reason, we thought it would be nice to share a few more details about the project, the results, and also showcase some the inspirational images that came out of the campaign.

Established in 1810, Heal’s is the home of modern, designer and contemporary furniture, lighting and homewares. In September 2013, they launched a microsite for their new sofa collection and approached Leapfrogg to help develop a creative PR campaign to create awareness, drive traffic and build links from credible, relevant websites.

Heal’s had previously only targeted interiors and design blogs and wanted to capture a new audience of fashion and style-conscious consumers, in addition to re-engaging their existing customer base with their new products.

After brainstorming ideas, we came up with the concept of a #Healschallenge. We approached high-profile fashion and lifestyle bloggers and challenged them to design their ‘dream living room’ using a sofa from Heal’s new collection as the focal point, as well as featuring complementary items from Heal’s online store.

#Heal'sChallenge Screenshot

We asked our bloggers to document their design process by creating accompanying Pinterest boards to showcase their inspiration and the products which made up their ‘dream living room’, using the hashtag #HealsChallenge to extend the reach of the campaign even further.

The final room designs were judged by Heal’s, who selected Helena from A Diary of Lovely as a winner due to her colour scheme choices and fashion sense, which Heal’s felt brought a new dimension to their furniture.

A Diary of Lovely #healschallenge

The winning design was then turned into an in-store display at the Heal’s flagship store in Tottenham Court Road.

#HealsChallenge Filming

The creation of the room set with commentary from Heal’s Head of Design was made into a video which we pushed out through Heal’s social media channels.

The content produced by the winning blogger A Diary of Lovely can be seen below:

http://adiaryoflovely.blogspot.co.uk/2013/10/dream-living-room-with-heals.html

http://adiaryoflovely.blogspot.co.uk/2013/12/the-heals-challenge-video.html

https://www.pinterest.com/adiaryoflovely/a-diary-of-lovely-+-heals-healschallenge/

#Healschallenge Sofa Display

We were happy to report that our blogger outreach project resulted in significant coverage across a number of high-profile fashion and lifestyle blogs, generating content and traffic for Heal’s, whilst securing high quality, editorial links. Previously, there had been no link building activity for Heal’s new website.

The campaign also engaged and reached a new audience of style conscious fashion consumers and social buzz around the new sofa collection was created via the use of the hashtag #HealsChallenge and the bloggers’ Pinterest boards with reach potential of 6740 followers.

We thoroughly enjoyed working with Heal’s on this project and are very much look forward to working with the brand further in 2014.

 

The Weekly Shop (20th – 24th January)

In this week’s Weekly Shop, we have four go-tos to make online reviews work for your business, figures on the UK’s online spending in 2013, an update from Google on whether Facebook and Twitter signals are part of the ranking algorithm and the last in our commercial director’s series of posts for Econsultancy on PPC payment models.

4 Go-Tos To Make Online Reviews Work For Your Business

By now, everyone knows that online reviews can have a tremendous impact on consumers’ purchasing decisions. Review prominence in search results is also rising, as they often appear just below their company website and make up the majority of the top 10 corresponding results. This article from Search Engine Land looks at how local marketers can reap the benefits of online reviews for the best local search visibility.

UK shoppers spent £91bn online in 2013 – and look set to spend £107bn in 2014

According to the IMRG-Capgemini eRetail Sales Index for December, UK shoppers spent £91bn online in 2013. The internet retailing marketing grew by 16% during the course of the year and it was capped by a final month in which online sales rose by 18%, with £11bn spent up from £9bn in December 2012. More on the figures over on Internet Retailing.

Google’s Matt Cutts: We Don’t Use Twitter Or Facebook Social Signals To Rank Pages

Google’s head of search spam, Matt Cutts, has been making search news once again this week with his answer to the question ‘Are Facebook and Twitter signals part of the ranking algorithm?’ His short answer was ‘no,’ and he stated that currently Facebook and Twitter pages were treated like any other page due to a number of reasons that are outlined in this article from Search Engine Land.

PPC agency payment models: fixed fee

Towards the end of last year, our commercial director, Ben, started a series of posts for Econsultancy digging into the mechanics of PPC agency pricing models. His final post on the fixed fee model is now live on the Econsultancy blog and if you haven’t already, check out his overview of percentage of spend and pay on performance models.

That’s it for news this week! See you next week.

The Weekly Shop (16th – 20th December)

Welcome to the last Weekly Shop of the year. In this last edition, we take a look at why ecommerce retailers are still failing provide information on Christmas delivery dates, which country spends the most online and some insight into SEO in 2014 and why link building is not enough anymore.

Ecommerce and Christmas delivery: some retailers still don’t get it

For anyone doing some last minute online Christmas shopping, one of the biggest questions will be ‘can this retailer deliver in time for Christmas?’ This information is essential to manage customer expectations and improve retention through clear messaging and delivering on promises. In this article, Graham Charlton from Econsultancy looks at how ecommerce sites are failing to inform customers about delivery dates at Christmas time and he also sheds some light on best practice approaches.

Key Christmas trends to keep in mind this season: stats

With higher-then-usual retail activity, Christmas is always an interesting time for digital trends and statistics. Using their vast pool of research and data, Econsultancy have helpfully put together some of the key Christmas trends which are worth bearing in mind in the lead up to the 25th and beyond.

The UK spends more online per head than the rest of the world: stats

OFCOM’s 2013 International Communications Market Report has found that the average person in the UK spends £1,175 online, making us the biggest online spenders in the world. According to the OFCOM report, the UK also has a higher level of trust in online retailers than the rest of the globe. More stats over on Econsultancy.

Silver surfers show their online confidence: research

Following on from the above, we’re clearly becoming more confident with the idea of online shopping and new research has shown that Senior Citizens have also embraced the digital shopping revolution.

From Old School to New School: SEO in Transition

This article from Search Engine Watch looks at some of the transitions that have taken place in the world of SEO by comparing the way SEO was practiced a few years ago to how it should be approached today.

Link building vs. content strategy: why link building alone is not enough anymore

In light of the above, our last link is a post from our Senior Social Media and Content Consultant, Alice, about why link building alone is not enough anymore. Her post really sums up our approach to link building and Alice has put together an infographic to illustrate the key aspects of a holistic natural search strategy.

And that’s it for this week. We’ll be taking a short break over Christmas, but we will be back on the 10th of January to fill you in on all digital marketing and retail news for the New Year.

Until then, Merry Christmas!