EML Wildfire Tech PR Blog

OkCupid and Facebook: the line between A/B testing and human testing

Posted by Ian McKee on Aug 04, 2014

RatWeb based companies have been using A/B and multivariate testing to hone their services since the early days of the internet. One of the most famous examples being Google testing 41 different shades of blue for links.

To me it’s as much a part of the web as HTML or IP addresses. Though I don’t always see it in action I know it’s always there. I’m overtly aware that everything from the colour of a ‘buy’ button to the items in a search results page are probably the product of a multitude of tweaks and tests. In some cases, the button’s colour or those search results may even be based on details about me personally. That’s the colour that other 25-34 year old males responded best to, or other people who also searched for ‘Radiohead tour dates’ clicked on this link.

It’s all part of the trade off. You test and tweak and serve me with different stuff, I get a progressively better web.…

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Social ecommerce: Spend your life on Facebook and Twitter

Posted by Tom Lawrence on Jul 25, 2014

Facebook buy buttonDevelopments over the last few days have raised questions over the future of social networks and their relationship with on-site advertising and purchases. It really seemed only a matter of time before Facebook or Twitter integrated an online payment system that let users buy stuff without leaving the site. Which makes it no great surprise that news has surfaced of Facebook testing a “Buy Button” that lets you complete an entire purchase flow within Facebook and Twitter acquiring CardSpring to enable developers to write applications for in-tweet payments and partnering up with Amazon so that you can #amazonbasket the stuff you want.

Is ecommerce integrated social media the future?

Whilst I am partial to a bit of online browsing and even the odd linked advert, I can’t see a future in which I want my newsfeeds jammed full of adverts and links for purchases (any more than they already are), particularly when I would rather be seeing videos of my mate’s cat doing unadvised things or scrolling through graduation photos.…

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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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Are online communities really communities at all?

Posted by Joe McNamara on Jun 04, 2014

CommunitySocial media strategists and those who would describe themselves as digital marketers and PRs are obsessed with the concept of ‘community’. Whether it’s building a community, engaging with communities or my personal favourite, identifying a community, there’s nothing we love more than a community.

In the old days if you wanted a community you went to church. Now we go online, which seems to have confused the hell out of a lot of people. So-called communities are popping up left, right and centre. Can they all really be communities?

Well here’s a really annoying trick an English Language student taught me. People really hate it when you get your dictionary out. Having looked in mine, I see the definition of a community is:

“A group of people living in the same place or having a particular characteristic in common.”

That’s right. It’s not exactly the same as all the people who have decided to like your brand on Facebook or follow you on Twitter.…

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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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