Social Media

Information and insights on social media as a marketing channel

Social Media


Research on Warc, GroupM Interaction, 2014
This report highlights key focus areas for brand advertisers involved in digital marketing in China, where smartphone adoption is the highest in the world. The biggest change caused by digital is the need to be "always-on" and produce content in real-time, supported by investment in real-time bidding.

Geoffrey Precourt, Event Reports, ARF Re:Think, March 2014
This event report looks at how Ford, the automaker, and Luth Research, the insights provider, aimed to understand changing consumer habits by analysing how shoppers bought not only cars, but also electronics (in the form of smartphones) and fast food (by looking at ordering pizza). Adopting such an approach meant the companies could gain an insight into the broad shifts in online behaviour taking place, and then put those learnings relevant to Ford into a wider context.

Low Lai Chow, Event Reports, Festival of Media Asia Pacific, March 2014
This event report discusses how Chinese internet users consume online video, based on information from Youku Tudou. Fully 400 million people access its platform every month, equivalent to roughly a third of the country's population.

Low Lai Chow, Event Reports, Festival of Media Asia Pacific, March 2014
This event report discusses how Yum! Brands - the parent of Pizza Hut, KFC and Taco Bell - is connecting with digitally-savvy consumers in Asia. A now infamous incident of an employee being filmed tampering with food in a Malaysian branch of KFC marked a sea change in the firms approach, and it has since become adept at using platforms as varied as Facebook, the social network, and KakaoTalk, the mobile messaging app.

Low Lai Chow, Event Reports, Festival of Media Asia Pacific, March 2014
This event report discusses early digital trends in Myanmar, a country where access to the internet has previously been restricted. As these prohibitive rules are lifted, and access to SIM cards becomes more widespread, it is likely that new media usage will rise dramatically.

Sarah Shearman, Event Reports, South by Southwest Interactive, March 2014
This event report discusses how McDonald's uses real-time messaging. As a brand which attracts a lot of negative commentary, and is frequently the subject of misinformation, it approached this activity with great care.

Sarah Shearman, Event Reports, South by Southwest Interactive, March 2014
This event report discusses how Nasty Gal, the online fashion retailer, is building on its digital - and, particularly, social - origins to gain a foothold in the bricks-and-mortar space. Having started trading on eBay in 2006, the brand quickly built up a loyal audience on social media, firstly on Myspace and then on Facebook.

Low Lai Chow, Event Reports, eTail Asia, March 2014
This event report discusses how Lenovo and Meritus Hotels & Resorts used Facebook to reach consumers in Asia. On its part, Lenovo wanted to drive up smartphone sales in Indonesia, and allied with the social network to reach several discrete audiences, including feature phone users and customers of rival brands.

Sarah Shearman, Event Reports, Brand New World, February 2014
This event report discusses how Harry's is seeking to transform the shaving experience - and thus disrupt the entire category. Based on the idea that the existing in-store and post-purchase experience were failing to engage men, it pursued a strategy based upon ecommerce, providing lower prices and making simple but stylish products with unique designs and, in some cases, personalised features.

WARC RECOMMENDS


WARC BRIEFING

Social Media

Theories and trends in social media marketing


RECOMMENDED CASES

Social Media

Warc's pick of the most effective case studies


ARTICLE FOCUS

Facebook: Not an ad platform

Millward Brown on the Facebook ecosystem


CASE STUDY

American Rom

Warc Prize winner stokes up a social media movement


TRENDS

Seriously Social

A casebook of social media effectiveness trends