Social Media Marketing | Craig Page-Lee | Posterscope

We all know that consumers are already content marketers and that many brands incorporate social elements into all of their marketing campaigns – through the likes of # hashtags, whether in print material or in the closing frames of a tvc.
Consumers or brand loyalists use these mechanics to share ideas, thoughts and comments on their brand experience and marketers in turn collect this content and brand information to further shape the brand conversation and to learn from consumers on what works or doesn’t work for the brand.

I’d like to quote from one of the reports I’ve reviewed that cover aspects of this conversation. “The Marketing Trends to watch in 2014” is a short report compiled by offerpop – a USA based business that builds Engaging Customer Experiences and helps marketers launch social marketing campaigns.

Craig Page-Lee, MD Posterscope

Craig Page-Lee, MD Posterscope

The quote goes as follows:
“In 2014, companies will fully realize the benefits of user-generated content (UGC) in offering consumer insights, humanizing their brands, and amplifying the reach of their messages.
We’ll see UGC play more of a central role across all marketing programs. Brands will run more frequent UGC campaigns to leverage brand advocacy and grab more impressions. And to take advantage of the wider audience, they’ll build out more programs and tactics to convert their audiences through social.”
So what this is telling us is that we should expect to see many more brands calling for, and relying on consumers to broaden the brand conversation and to share their “love” for the brands in question.
Going back to the report, which I must add covers 5 key marketing trends, although in my opinion, those trends really only roll-up into two key trends, the very topics that I have mentioned from the connected consumer theme, namely those of:
• User-generated Content and the role of Social – The report states that “according to research from Forrester, every time a consumer posts a piece of content on the web, it reaches 150 people. By triggering your fans to share content, you’re helping new consumers discover your brand.” Tell me which brand does not want this level of brand earned reach?
Another important fact learnt from the report is that “messages and endorsements that come from users make your brand seem reliable and authentic, and are a powerful revenue driver. In fact, an increase in brand advocacy of only 12% results in a 2x increase in revenue.” Again, tell me which brand does not want this level of brand influence, and therefore revenue increase?
I do however believe that the challenge is to ensure that advertisers have the right philosophy of understanding on how to stimulate and effectively leverage off the User-generated content. This is where partnering with the correct media and creative agencies is essential, as well as having a highly competent CRM and Data Management team internally that can aggregate the content and repackage and re purpose for the brand conversation continuum.
The second point that I refer two, that of Social, covers four of the five trends referenced in the offerpop report. These trends being defined as:
• Tie social to Traditional Advertising
• Connect the Dots between Social and E-mail
• Embracing Social’s role in Driving Commerce and
• Increase the Frequency of Your Social Campaigns

So why Social or Social Marketing?
Well, social marketing is the means by which brand owners, or advertisers, can influence and change consumer behaviour, not just for the benefit of individuals, but idealistically, for the benefit of groups of society as well.
Threading the social media layer across tradition campaigns will most definitely drive further reach, and as we noted, possibly drive incremental revenue growth as well.
The offerpop report cleverly presents the social layer trend under the heading “Get to know the #SocialLayer” and goes on to describe how the inclusion of the hashtag in campaigns drives deeper and broader brand conversation.
I thought it an ideal opportunity to quickly address the topic of Hashtags and to give some context to their origin and current use as an “aggregator” of specific topics or conversation themes.
# Function – Hashtags are mostly used as unmoderated ad hoc discussion forums; any combination of characters led by a hash symbol is a hashtag, and any hashtag, if promoted by enough individuals, can “trend” and attract more individual users to discussion using the hashtag.
On Twitter, when a hashtag becomes extremely popular, it will appear in the “Trending Topics” area of a user’s homepage. The trending topics can be organized by geographic area which in turn can assist with developing bespoke / targeted messages.
Hashtags also function as beacons in order for users to find and “follow” (subscribe) or “list” (organize into public contact lists) other users of similar interest.

# Usage
Mass broadcast media – Since 2010, television series on various television channels promote themselves through “branded” hashtag bugs. This is used as a means of promoting a backchannel of online side-discussion before, during and after an episode broadcast. Hashtag bugs appear on either corner of the screen, or they may appear at the end of an advertisement (for example, a motion picture trailer).
While personalities associated with broadcasts, such as hosts and correspondents, also promote their corporate or personal Twitter usernames in order to receive mentions and replies to posts, usage of related or “branded” hashtags alongside Twitter usernames (e.g., #edshow as well as @edshow) is increasingly encouraged as a microblogging style in order to “trend” the hashtag (and, hence, the discussion topic) in Twitter and other search engines.
Broadcasters also make use of such a style in order to index select posts for live broadcast. Chloe Sladden, Twitter’s director of media partnerships, identified two types of television-formatted usage of hashtags: hashtags which identify a series being broadcast (i.e. #SunnyFX) and instantaneous, “temporary” hashtags issued by television personalities to gauge topical responses from viewers during broadcasts.

Purchasing – Since February 2013 there is a collaboration between the social networking site Twitter and American Express that makes it possible to buy discounted goods online by tweeting a special hashtag. American Express members can sync their card with Twitter and use the offers by tweeting and look for a response in a tweet with the confirmation from American Express.

We know that digital and social are transforming the way that televisions ads are created and consumed as multiple screen engagement habits distract consumers from a single platform immersion or brand experience.

This has led to the development of integrated campaigns which consider all media touch-points and through the use of social media, can lead a consumer on an interactive and participative brand conversation or experience journey – from the traditional first screen, that of TV, to mobile, tablet usage or laptop – even when in front of the first screen.

The report states that Nielsen research found that 88% of marketers believe that integrated multi-screen campaigns will become very important in the next three years. I believe that 100% of marketers should think this!

Why do I say this? Well, if you consider a piece of Gartner research that found that 74% of consumers now reply on social networks to guide their purchase decision, you would want your brands to be on as many social networks as possible.

Click HERE to listen to Craig in conversation on / #Retail


Consumer Connection System (CCS) Game show featured on Maggs on Media

Dentsu Aegis Network SSA recently launched the 2014 CCS research with an interactive game show highlighting the various categories and insights available on CCS. Marketers got the opportunity to participate and test their knowledge on the South African consumer.
(CCS Insert starts at 0:55 seconds)


Retail developments in the clothing & fashion industry | Craig Page-Lee | Posterscope

It’s that time of the year when we know that the majority of consumer spend will be in the lower ticket price items (not yachts, houses or cars).

We know that consumers will be flocking to fashion retailers across the country to spend their hard earned salaries – or bonuses – on clothing and apparel as Christmas gifts and to meet seasonal style changes.

There has been a lot of press coverage across the retail sector the past few weeks, from the announcement of a new CEO for Truworths, through to the great half-year results posted by Mr. Price a short while  ago…..

Craig Page-Lee, MD Posterscope

Craig Page-Lee, MD Posterscope

Craig Page-Lee, MD Posterscope shares his insights with us and covers some key areas:

  • The impact of store cards vs. cash on the fashion retail sector in SA
  • How this is shaping the profitability of SA fashion retailers
  • And what the retailers need to do to win the fashion retail stakes in SA

Click here to listen to the interview


Do you really know your consumer and their media habits?

The proliferation of media platforms available to marketers to communicate and engage with their consumers these days beckons the question “how do marketers know which is the most effective platform to choose and when to choose that platform?”human-connections-with-consumers

We know that different platforms appeal to different consumers at different times, irrespective of LSM’s or any other classification criteria, but knowing what accounts for the differences that exist is crucial to any marketer.

It’s obvious that we can’t, or don’t know everything there is to know about each consumer, but we do need to get to a point where, at the click of a button, we are able to ask the relevant questions that enable us to know more about each consumer and develop more effective campaign blue prints.

In essence, as marketers, the more information we have, the more informed and targeted our marketing communications will be, and this is why you need access to the Consumer Connection System (CCS) – the tool that assists you in developing more effective communications strategies to connect with your consumers.

Can you remember when last you sat and did nothing else while watching your favourite television show? No, because we are often watching our set channel or show while streaming on our tablets and using our phones to do quick searches for information or catch up with friends on a social media platforms.

With 93% of shoppers buying decisions being influenced by social media, it has become imperative that organisations online profiles speak directly to their consumers in a language that they understand; CCS ensures that your company delivers just what your audience is asking for.
Did you know this about your consumer?

Ooh we love our phones
The stats are quite incredible; the digital revolution is in full swing and you need to know what your consumers are doing and wanting from you. For example did you know that 33% of LSM 9-10 prefer reading their favourite magazine online and have two or more smartphones; that 31% of adults who own an iPhone also own a Blackberry and that 38 % of iPhone users also have a tablet?

Tablets have market penetration but their cost has limited their exposure to the South African market as only 9% of LSM 4-6 have a tablet in their household. On the other hand, the potential to increase sales through targeted promotions on mobile is very high as 32% of Smartphone users agree that they use mobile coupons when shopping.
The Television strikes back
Despite the multitude of new forms of communication and messaging, the advertising medium that smartphone users take the most notice of remains TV.

There has been a massive increase in the use of multiple technology devices by consumers, especially among younger and richer demographics, and instead of being replaced, television is incorporated as part of a “total technology and social media communications mix”.

Did you know that 28% of LSM 9-10 use a laptop to go to a brand/product’s website whilst watching TV; 38% of LSM 7-8 use their mobile phones to interact with a TV show whilst watching and 14% of LSM 4-6 watch TV daily on their smartphones?

Clearly TV advertising still needs to be part of your marketing mix.

What else can CCS offer?
CCS has in-depth information on almost anything you may want to know about your consumer from shopping, music, radio and social media habits – in fact all their lifestyle habits.

As many as 56% of Smartphone users appreciate receiving adverts about goods/services they enjoy on their phones and adults between 25-35 spend the most hours in a week browsing social networks or internet forums, whilst men who fall into LSM 7-8 do most of their online shopping between 12pm and 3pm. The favourite radio station for the LSM 9-10 bracket is 5FM.

The Consumer Connection System (CCS) is a Dentsu Aegis Network research tool which not only tells us how many people consume a specific media channel, but more importantly what role that channel plays in their daily lives, how they use it, how it influences their perceptions and what messages they are receptive to at specific times of their day. With a sample base of 6 400 LSM 4-10 adults in South Africa, CCS provides clients with unique and in-depth insights into consumer behaviour and their relationship with media.

CCS is available to Dentsu Aegis Network clients as part of their client offering and is available for purchase to the broader market.


Increasing the Credible Measurement of Out of Home Media | # Craig Page-Lee | Posterscope

According to Craig Page-Lee of Posterscope there wasn’t a real understanding of the value of the Out Of Home Media industry up until the year 2013.
“There was a fairly good understanding of outdoor media, but the gaps in the industry were measures around sponsorship, retail instore, transit nodes, building wraps and the like. As a result quite a few of the specialists in the industry weren’t reporting into AdEx and so we were seeing an under measurement by a large degree.” Veteran media planner Gordon Muler was then commissioned by Primedia Unlimited and Outdoor to conduct a study and published a book called “Advertising in the Out Of Home Zone”. Page Lee explains that this study identified the gaps, pulled them all together and provided a good indication of what the next real look at the industry’s value is. – read more

Digging up Media Consumption Data with a difference| CCS | Ilsa Garbe

Ilsa Garbe - Business Unit Head, CARAT

Ilsa Garbe – Business Unit Head, CARAT

Ilsa Grabe, Business unit head and Media Manager at Carat Johannesburg, discusses CCS (Consumer Connection System)  – a proprietary research tool which interviews 6500 individuals within LSM 4-10 in S.A. and beyond – on

To see the interview click HERE