EML Wildfire Tech PR Blog

Measuring and tracking Chinese social media

Posted by Chris King on Jul 17, 2014

sina weiboOver the years we’ve helped many clients (predominantly electronics ones but not exclusively) to build brand awareness in China through traditional media relations, but like most of the Western world Chinese social media has proved something of a challenge to incorporate meaningfully into campaigns.

As pretty much everybody knows, the first challenge is that all the main Western social media sites like Facebook, Twitter, etc., and the likes of Google and YouTube are completely irrelevant in China, where it’s all about Sina Weibo, Tencent Weibo and search engines like Baidu.

But perhaps more important is the second challenge, namely getting reliable analytics with none of the traditional tools, like Hootsuite, Tweetdeck etc., able to track Chinese social media reliably, or at all.

Whilst many of the Chinese social media sites themselves do provide analytics options for their premium customers these tools are in Chinese and not Western-friendly. Sina Weibo did briefly moot BuzzEquity – its free tool for Chinese media analytics in English – but this quickly disappeared.…

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Why you shouldn’t listen to your customers

Posted by Alex Warren on Jun 04, 2014

5325053378_28d82f3a8b_zThe customer is always right, or so the cliché goes.

For the majority of businesses, customer feedback represents a company’s biggest asset. Pick up any marketing or business textbook and I guarantee that within five minutes you will have read that the customer is always right, that a two-way dialogue is a healthy dialogue, and that businesses should be doing more to listen to their customers’ opinions. It’s market research 101.

The only problem with these statements is that they don’t seem to account for all those occasions when the customer wasn’t right. They don’t explain the fact that, despite ever-increasing market research budgets, up to 80% of all new product launches still fail within the first 12 months. Perhaps then, customers can’t actually tell us what they want, because they don’t know themselves.

As much as we all like to tell ourselves that we’re rational consumers who undertake sensible and carefully considered decision making, the truth is that at our very core, most of us are inherently irrational beings – especially when it comes to opening up our wallets.…

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3 steps to targeting Gen C

Posted by Alex Warren on May 08, 2014

origin_7370505166As a PR agency, we earn a living from advising our clients on their communications strategies and how to make their content more engaging. But there are a great many cases where we take concepts and models that already exist in other areas such as sales or marketing and apply them to PR.

Earlier this month, our client infoMENTUM undertook a piece of research examining the latest generation of tech savvy consumers – Generation C.

“Gen C is not an age group, it’s a lifestyle. While social networks are the fabric of online relationships, it is how technology affects everyday activity. What’s most important for you to understand is that Gen C is different.

They put the “me” in social media. They’re always on. They rely on the shared experiences of strangers to guide their actions. And, they know that other Gen C’ers rely upon their shared experiences to find resolution.”

Brian Solis, digital analyst

Due to their constant connectivity; Generation C increasingly represents an extremely valuable target market for marketing and social media campaigns.…

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5 things about viral campaigns brands can learn from #nomakeupselfie

Posted by Joe McNamara on Mar 31, 2014

WhoNeedsMakeupThe #nomakeupselfie has undeniably been a success for a great cause, helping to raise over £8 million for Cancer Research in one week. Considering that this ‘campaign’ was actually a fad that started with no charity links, what does it teach us about ‘virality’ on social media?

1. People are a bit vain

The fact the selfie exists at all shows that people want to splash their own faces around the Internet as much as possible. The no makeup selfie is barely any different. What this shows us from a brand perspective is that a successful online campaign will often encourage people to self-broadcast rather than just promote your brand/campaign outright. So it’s helpful to give them something to broadcast! This can be anything from photos to information about themselves.

2. People like to do something good

Social media is largely about broadcasting a positive image of yourself. People love to share instances of them having fun, doing something different or doing something good (i.e.…

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Top marketing tech journo predictions for 2014

Posted by Vicki Eltis on Jan 03, 2014

LoveSocialThe buzzwords of 2013 were big data, programmatic buying and personalisation. In fact, according to Google Trends, programmatic buying didn’t even exist as a term until late 2012 and by November last year search interest for the term had soared.

Econsultancy’s Chris Lake was on the mark when he said in last year’s predictions that it would be about catering for the right kind of audience. All of these trends were, to one extent or another, about using data to automate better customer experiences.

And while 2013 brought us memorable creative marketing and ad campaigns – such as Coca-Cola reintroducing that Diet Coke guy, TalkTalk making us feel united with the ‘Nothing’s gonna stop us now’ advert and Three’s #DancePonyDance – it is questionable as to how effectively brands managed to capitalise on these data-led trends. Marketing of 2014 will dig deeper than that to find out more about why audiences purchase certain things.…

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