The Changing Dynamics Of Community Management

 

Simon Rutherford, our managing director and Matthew Searle, one of our community managers, were both interviewed by Laura Stanley for CorpComms Magazine on the importance of the community manager role.

Interviewed alongside other industry experts, Rutherford and Searle explore the changing dynamics of the community manager and discuss how the role has developed to meet the needs of today’s customer. The article analyzes how moderation can now be seen as playing second fiddle to other elements, now that creative writing and use of language have come into play. With Searle explaining how language guidelines enable a brand to have a clear and consistent tone of voice when a customer communicates with any given community manager.

The article goes on to dissect how community managers who may be restricted to 140 characters don’t always appear to be creatively restricted, with many CM’s now leading creative thinking. However, the article also discusses how this open creative approach can be met with reluctancy from clients, who sometimes require a lengthy approval processes. Rutherford examines how this can limit a brand's opportunity to engage with popular culture as he reports on a successful case study for Lidl that wouldn’t have been possible with such red tape.

You can read the full article here.


Rosie Howe is a Junior Creative at Cubaka.
Rosie works across all our brands, helping create social content from the ground up, specialising in conceptualising, illustration and wearing pink boots. Before Cubaka, Rosie conceptualised a national campaign for Cadbury and was interviewed by Grayson Perry for the Guardian.

 

Cubaka Nominated in Three Categories for the Drum’s Social Buzz Awards 2016

 

We’re honoured to announce that Cubaka have been nominated in three categories at The Drum’s Social Buzz Awards 2016!

Adam and Katie from The Drum provided us with plenty of entertainment as they released the nominations for the best social media campaigns from the past 12 months, during a Facebook live stream. We received nominations for best use of social media advertising for our work for Savills, best low budget campaign for Dyno and best charity/ not for profit social media campaign for Tracks4Change.

 

Watch the full nominations here.

 

Cubaka Win Two Digi Awards 2016

 

We are delighted to announce that Cubaka has won two 2016 Digi Awards for The Most Innovative use of Twitter for our work with Dyno, and for Delivering Outstanding customer service through social media for our work with Toyota GB.

Georgie Cutten, Assistant Marketing Manager at Dyno said;

'After intensive analysis of the Twittersphere, Cubaka shared their results and recommendations on how best to connect with customers and prospects in their time of need….with a simple yet engaging idea of Vines to answer the most common questions – how to unblock a sink, shower and toilet. At Dyno we now use the vines to connect with and help nearly one hundred people each month which is fantastic. '
 
 

In an article celebrating our win, Helen Dunne, editor of CorpComms Magazine explores how our work for Dyno has impacted upon their reputation and established their ‘social media platform as a new sales platform’. Dunne breaks down the methodology behind the campaign, showcasing Dyno’s progression that lead them to an 86 per cent increase of mentions, 20 per cent increase in share of voice and saved 8,000 people in their time of need with our six second saviour videos.

The article concludes with a summary from the judges acknowledging the success of our work for Dyno, adding that Cubaka ‘have clearly done their research and found their audience, creating innovative shareable content that can be re-used.’

 

Read the full article here.

 

Will Facebook’s Ad Plans Shoot the Messenger?

 

Originally published in Wallblog on March 10, 2016

TechCrunch recently published a potentially damaging leak around Facebook’s rumoured plan to introduce ads to Messenger, the platform’s instant messaging text and voice service that lets users chat with friends on both mobile and the main site.

The leak detailed how, as early as Q2 this year, brands would be able to message customers who had previously contacted the brand through the app with ads.

No doubt this is was Facebook’s cautious first step towards monetising the platform.

And no doubt this service would be initially available to only a select handful of large brand players in order to test ROI.

But as cautious as the intentions may have been, it’s a move that’s likely to damage trust and leave a bad taste in consumers’ mouths. At a time when ad blockers are on the rise, it’s easy to see how the revelation could throw a spanner in Zuckerburgs’ plans for Messenger.

According to Global Web Index, after Facebook itself, Facebook Messenger is the platform with the highest percentage active users across the board in most demographics. This makes it a potential marketer’s dream.

But the ambition for Messenger doesn’t stop there. Far from it. In fact it’s fair to say that Zuckerburg, having hired PayPal star David Marcus, has some seriously grand plans for Messenger.

The vision is to make Messenger the ubiquitous channel through which customers communicate with brands throughout the web. It’s not an exaggeration to say that the ambition for messenger is to replace the 1-800 number.

Until now, users have enjoyed ad free access to Messenger, using it largely for it’s closed group functionality, to communicate privately with friends and family, either individually or as groups.

It’s not the first time Facebook will have had to deal with concerns about monetizing their portfolio of social spaces with advertising. When Facebook bought WhatsApp in 2014, Zuckerberg promised users: “I don’t personally think ads are the right way to monetize messaging.”

And despite claims that no unsolicited ads will be distributed through messenger and only customers who have already messaged brands will be eligible for targeted ads, it seems too much too soon if Zuck wants to retain trust and respect.

So I can’t help but think that it’s not only the leak that’s premature, but the overall plan for advertising as well. The app is only just getting started on its grand quest, so introducing ads to the platform as early as this year is far too soon.

For most people, communicating with brands through Messenger is far from the norm. The last thing Facebook wants to do is bombard people with ads through Messenger before the behaviour of brand contact through social becomes normalised.

For Facebook’s grand plans for Messenger to become reality, customers need to see Messenger as something that makes their lives easier. Or better than that, the social behemoth needs to develop the app until people see Messenger as an essential way to interact with brands. Only then can Facebook begin to phase in advertising very, very cautiously and very, very cleverly.

 

Read more here.

 

 

Go Social to Convince Millennials of Brand Purpose

 

Originally published on Digital Marketing Magazine on March 7, 2016

 

 

Any brand worth its salt nowadays needs a purpose that goes beyond profit. And this is especially true for businesses that rely on millennials; the generation that’s grown up in age where brands’ practices – both good and bad – have been left exposed through social media.

In fact, you could say that purpose has become the Holy Grail of effective marketing to millennials. But with an audience that’s so incredibly and notoriously discerning, how can a brand’s story around its purpose be told in a way that feels credible?

As recent research shows, the key to credible purpose storytelling is social media. Why? Because social allows you to modulate your storytelling. In other words, you have flexibility over how you tell your story; who you tell it to; through whom you tell it and how many times.

Tell your brand purpose story just once and it risks being missed by the people who aren’t tuned in either mentally or physically. And if it’s told as just one standardised generic tale, you miss a golden opportunity to resonate with different groups in a way that inspires action. With social, neither needs to happen. With social, you can inexpensively ‘broadcast’ 24/7, whilst strategically reaching out to different types of people by telling the same story from slightly different perspectives (a strategy that we know is more effective).

 

Tell it in chapters

 

But it’s not just strategy and targeting that benefits from modulated social storytelling. This approach also helps with logistics. By encouraging marketers to think in terms of chapters – which parts of the story should be delivered and in what order? – this tactic can help focus the mind when it comes to planning and budgeting.

A strong recent example of using social media to tell a brand purpose story in a modulated way comes from the ‘Buy a Lady a Drink’ partnership between Stella Artois and water.org. They are united by the grand ambition of ending the global water crisis once and for all. And that’s quite some purpose!

Not only does this partnership offer us a solid template for how brand purpose can be used for the greater good, it also shines a light on how brands can make the most of modulated social storytelling.

The campaign is delivered as variously seeded pieces of content through a variety of social video channels. In one video, Matt Damon delivers an impassioned plea to the audience to be remembered for something. In another, Stella Artois has experimented with Facebook’s new 360-degree video platform. And the results are impressive. By telling the story of one family in Honduras in an immersive, 360-degree way, the viewer feels more embedded into the scene to create a greater sense of empathy. In this emotional state, viewers are more likely to absorb the video’s key messages; which is, after all, the ultimate aim.

As brands increasingly wake up to the need for putting purpose centre stage, we can expect more to be invested – both in terms of finances and resources – into this incredibly rich and effective form of modulated storytelling. Of course, this also means that the already crowded millennial social newsfeeds might become even more crowded. Fortunately, though, if your social storytelling has been carefully planned, your brand’s purpose has a decent chance of shining through… and perhaps even changing the world.

 

New Lidl Easter Campaign - Campaign Magazine

 
 

Lidl has unveiled its 2016 Easter ad campaign, featuring a real teacher and schoolchildren who organise an Easter egg hunt for their parents.

A 30-second TV spot, created by TBWA\London, conveys the supermarket’s "surprises with truth" messages, as part of Lidl’s wider "surprises" campaign.

Lidl is also encouraging families to participate via a series of short videos, created by Cubaka, for the retailer’s social channels. In each video, children are asked a question about Easter and their spontaneous responses are captured, encouraging the public to share their children's 'pearls of wisdom' for the duration of the Easter campaign.

 

Read more on Campaign Live.