Social Strategy – Vivaldi

Facebook Challenges Vine with Instagram Video

Vivaldi — Tue, 04 Aug 2020 19:16:19 +0000

“…Vine has been making good traction since its inception, proving that short video clips are an untapped resource for personal networking as well as brand marketing.”

In 2013, our CEO Erich Joachimsthaler was featured in a MarketWatch article announcing the rollout of video on Instagram and the importance of this update from a strategic standpoint. Read the full article here.

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Using Social Currency to Build a Brand!

Vivaldi — Fri, 31 Jul 2020 17:47:52 +0000

“Brand has evolved significantly… With social media, we can create ‘feelings and thoughts in our consumers’ minds. In the future, we’ll have an inner sanctum — an inner circle — of brands’ who we rely on more and more…”

Our CEO Erich Joachimsthaler spoke with Brand Driven Digital in November 2016 to discuss recent updates in brand strategy and its constantly changing nature. Read the full article and listen to the accompanying podcast episode here.

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How Do You Navigate A Trust Tsunami?

Vivaldi — Thu, 23 Jan 2020 21:18:38 +0000

Trust is a hot topic. The release of the latest Edelman research and the Facebook scandal means it should be a topic of conversation between all agencies and their clients. Trust is the bedrock of achieving every marketing challenge whether that’s sales or brand building. Ultimately trust equals good business – 62% of people say trust in a brand is a key driver of purchase intent, but we have also seen that it’s the best predictor of long term brand equity.

The problem is that people are more cynical than ever. Edelman describes this phenomenon as a ‘trust tsunami’, reporting that a quarter of people don’t trust the news and information they see on social. However, whilst politicians and the media are facing the worst of it, and trust in businesses has plateaued, leading Edelman to suggest that businesses can step up and lead responsibly. But how can brands do that in social media if trust is at an all time low due to issues such as the Cambridge Analytics scandal?

There is a lot of hand-wringing about how Facebook has betrayed consumers’ trust and recommendations from many corners that people and businesses should desert the platform. However, #Deletefacebook was mostly used by middle-aged men with an interest in tech (Crimson Hexagon) a group that actually under index as platform users (UK and USA, GWI). In reality, people are still using Facebook and therefore businesses need to be having conversations with their agencies about the best way to offset the trust tsunami.

So how do we create trustworthy brands in social?

1. Do it for real – whether levitating whisky or driving a car with positive thought – we make sure content wows with authenticity. This is as true for fame-building stunts as it is for communicating CSR. We would never just talk about ‘recycling’ or ‘female empowerment’ – we help our clients prove their commitment.

2. Join a tribe. Share your audience’s passions – be it music, cycling or shoe tattooing, find out what your audiences care about and get fanatical about it. Only produce content or talk about it if you know the details – this will gain you respect. It’s important to remember that in social you aren’t competing with other brands. You’re competing with culture.

3. Show a human face – Build long term relationships with people your audience trust and let them be themselves. Be it with social media influencers like Freddie Harrell, celebs or everyday people. Give them the freedom to speak in their own voice.

Social media marketing is not going anywhere, but we are at a turning point. The issue of trust and ways of building it need to be faced head on rather than ignored. We will be stepping up as Edelman suggests, and not deleting Facebook. Instead we will be working with businesses to solve the problem.

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Social is More Than Likes, it is About Dimensions

Vivaldi — Fri, 10 Feb 2017 18:53:59 +0000

Tnooz uses this article to explore the term we coined here at Vivaldi, “social currency.” By definition, social currency is a quantitative measure of “how effectively brands fit into how consumers manage their social lives in today’s digital and mobile age.” The analysis we completed in order to put this newly coined term to use, was of the airline industry. We examined 11 different airlines and developed a social currency score to rank them by.

Contrary to standard social media metrics which rely on likes, reposts, comments, etc. social currency is a single score built through the analysis of seven dimensions; personal identity, social identity, expression, conversation, affiliation, information and utility. After surveying 18,000 American consumers, the study ranked the airlines in order from highest to lowest social currency; Southwest, American, Delta, JetBlue, United, Virgin America, Alaska Airlines, Frontier Airlines, Air Canada, Emirates and lastly, British Airways. The hope is that this term and scoring system are applied to a wider range of industries to encourage people to dive deeper than the most simplistic quantifiable figures when it comes to analyzing companies’ social media presence.

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Report: 24% of digital ad budgets go to social media

Fri, 29 Jul 2016 15:37:27 +0000

When the majority of public perception towards brands is influenced by the world wide web, social media plays a chief role in influencing and engaging today’s consumers. As marketers become increasingly cognizant of this important fact, budgets geared towards social media campaigns have grown significantly to an average of 24% of total budgets. However, marketing leaders are wary; social media geared campaigns, or “influencer marketing”, are often underdeveloped and bring little metrical value beyond consumer engagement. In an excerpt below, Erich Joachimsthaler, Founder and CEO of Vivaldi consulting firm, explains why:

“I think marketers are not willing to take the risk of not receiving metrics…At least in my experience when we speak with clients about influencer marketing they roll their eyes saying ‘thanks so much for your promises,’ and it’s very much a hard selling point.”

Click here to read more.

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