DIGITAL DIGEST – JUNE 2014

Instagram introduces an algorithm

The photo-sharing site has announced it has tweaked the algorithm that determines what posts appear under the app’s ‘Explore’ tab. The tab will now display photos and videos specifically suggested for each user and will include content that has been ‘liked’ by the people in your network.

For brands, the opportunity lies in having the potential to be exposed to posts that your friends like. If a friend likes a post from a brand, the new Explore algorithm means there’s now a chance it’ll reach that person’s network. Typically people become friends with people similar to them in age, demographic and interest so are more likely to follow a friend of a friend or a post they have liked.

Now, your brand can have 20 followers and still gain a decent reach. And the social clout that comes from friends is far more powerful than any reach from mass strangers.

Mobiles boosting impulse buying

According to new research released by ING more than 139.5 million consumers now shop via a mobile phone across Europe. As well as shopping and lifestyle the study also looked into the saving habits of consumers using mobile banking.

Just under a 1,000 of those polled came from the UK specifically. The study found that 45 per cent of consumers predicted that they will use less cash in the next 12 months. Among the top items purchased on a mobile were holidays (11 per cent) and groceries (11 per cent).

The results from the study also revealed that 31 per cent of Britons now bank via a smartphone.

Senior economist, Ian Bright said: “Technology is changing the way that people bank and manage money. Mobile banking is becoming more common across Europe and more people are prepared to pay for things using cashless methods.”

Over 50s now as confident online as the youngsters

The 50-plus market was the talk of the show at a recent event hosted by Marketing Magazine. At the conference speakers warned of the misapprehensions brands face when targeting the over-50s.

With technology and internet usage as high among the 50-plus as it now is among 30-49 year olds, stereotypes contrasting tech-savvy youth with older generation technophobes are unfounded.

Survey after survey finds that 50+ feel they are being ignored. Many over 50s feel they are often patronised and not considered as digitally capable, and are very engaged with e-commerce based on the pure premise that it’s more convenient than going to the shops!

By the year 2020 more than 50 per cent of the UK’s population will be over the age of 50. And, the economics speak for themselves: people who are over the age of 50 control 89 per cent of all disposable wealth in the UK.

When considering your online strategy don’t write off this all-important generation, and their inability to be online, as they may just be the most active of all.

The Laurent Perrier team gets social at RHS Chelsea

#Chelseaselfie was trending on Twitter, Instagram was awash with floral posts and Pinterest was blooming with garden-inspired boards during the country’s top flower show. At Wild Card, the Laurent Perrier social team was busy crafting their own content to celebrate the Best in Show triumph.

Social media is a relatively new departure for Laurent-Perrier with a carefully curated digital network currently spanning Twitter and Facebook. Laurent-Perrier’s ‘big win’ on the Tuesday morning when its garden was awarded the coveted ‘Best in Show’ marked the brand’s most prolific ‘social’ event to date. Over the course of a week more than 1,400 social media mentions were generated creating 3.39m OTS.

Targeted names such as Hello Magazine (104k), Homes & Gardens (81k), LibertyLondonGirl (100k), Decanter (67k), Stella Magazine (62k), Tatler (43k), Square Meal (32k), Taste (25k), and Interflora (25k) all shared Laurent-Perrier’s success using our pre-prepared image and video content.

The first video post on the Laurent-Perrier Facebook page generated more than 3,000 views in one day. The second video, which showed an exclusive look at the completed garden, was issued the day the show opened and generated more than 5,000 views over the course of the show.

June sees Laurent-Perrier participating at Taste of London. To support the Laurent-Perrier Masterclass and Champagne Bar we are installing a social media wall, which will reflect the images and commentary from across the festival. This is a first for the brand.

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