Tom Idle
20th November 2018 - 5 mins read
T

his was Baptista’s revenge protest against a betting industry he claims regularly exploits people like him—those that have lost thousands of pounds betting on FOBTs and are encouraged to keep doing so, regardless of the consequences.

His actions, while destructive and illegal, garnered a wealth of sympathy across the media, raising serious ethical questions about the validity of FOBTs in high street betting shops. A lunchtime flutter on the horses has become legend across the generations. But offering the option of pouring hundreds of pounds into an algorithm- controlled giant computer is a relatively new phenomenon—and one that has raised concerns, particularly among local councillors and MPs. They continually face questions as to the social benefits (or otherwise) of betting shops popping up on every high street across the UK, especially when two million people are said to be addicted to gambling or at risk of developing a problem.

Of course, it is a narrative of which the gambling industry is only too aware. Being a socially (and environmentally) responsible business that plays a useful role for people and the communities in which they live, is front of mind for many CEOs—even those running companies in a sector constantly battling claims it is devoid of any positive social value whatsoever.

For those of you still unsure about whether it's worth ‘doing sustainability’ (largely defined as investing in measures to ensure your organisation is fit, proper and able to stay competitive for the long-term), you can stop it right now. More and more evidence suggests that those companies proactively looking for ways to make sure they are viable and attractive entities 50 years from now are already reaping the benefits. Just look at the consumer goods giant Unilever.

When addressing shareholder meetings, the softly spoken boss Paul Polman sounds more like Bono than a CEO, opting for soliloquies on global warming rather than detailed analysis of quarterly financial returns.

For the past six years the business has been building what it calls ‘Sustainable Living’ (SL) brands, such as Lifebuoy, Ben & Jerry’s, Dove and Hellmann’s—businesses with a social or environmental purpose strongly attached to their operations or customers. For example, the ice cream maker Ben & Jerry’s exists to “make and sell the finest quality ice cream” all the while sourcing natural ingredients and making sure its operations have zero negative impact on the planet.

All of the company’s brands are said to be focused on reducing their environmental footprint and boosting their positive social impact. Those that are furthest ahead are tagged as ‘SL brands’ and, collectively, they grew over 50 per cent faster than the rest of the business last year, delivering more than 60 per cent of Unilever’s growth. “Our results show that sustainability is good for business,” says Polman, pointing to a spurring of innovation, strengthened supply chains and reduced costs.

The telecoms business BT is another good example. It has spent plenty of energy and resources in recent years making sure its product and service offering can help its business customers be more responsible and efficient too. As part of its 3:1 goal, BT's consumer operations and products that contribute to carbon savings now represent 22 per cent of annual revenues and are worth more than £5 billion.

Waking up to the realisation that customers, of all shapes and sizes, care about what it is their favourite brands are doing to create a better world, or not, companies should know that CSR (Corporate Social Responsibility—or whatever you want to call it) is increasingly valuable.

And that’s largely because the next generation of consumers and customers want to know why companies exist, how they operate and whether their core business is having a negative impact on people and planet. A new study by Cone Communications reveals that 87 per cent of consumers say they would purchase a product because a company advocated for an issue they cared about, while more than 75 per cent say they would boycott a product or company if the brand supported an issue contrary to their ethics and values.

It is a trend only likely to grow with Millennials and the Gen Z putting their money where their mouths are, purposefully backing more socially responsible brands over any others. Even if they don’t care about issues like climate change, pressured by peers on social media, they know they ought to so are more easily swayed to ‘do the right thing’.

So, if CSR has real value, why aren’t more companies talking about the good, positive things they are doing?

A lack of confidence and an absence of good, simple storytelling lies at the heart of the lacklustre response by all but a handful of progressive businesses. Ultimately, customers want their relationships with brands to possess the very same qualities they value in their personal relationships: Trust, empathy, respect, openness.

But in a corporate world defined by quarterly growth stats, companies blindly believe that acting more human will destroy any chance of economic success—a view that flies in the face of a growing mountain of evidence.

Maybe it’s too early for the likes of William Hill and Ladbrokes to gamble on ripping out their valuable FOBTs, a move that would stake a claim to the moral high ground.

But what might the future CSR payback look like among a consumer base keen to defend and support companies that take an ethical stand? Might we see gamblers flock in unison to any betting shop willing to gamble on first mover advantage in positively responding to Baptista’s argument that they in fact may be destroying the lives of society’s most vulnerable.

In a world of continued divestment from companies unwilling to accept and respond to environmental and social risks, the corporate world can no longer bury its head in the sand.

Instead, it must rise in response to the big challenges the world faces—from poverty and human rights abuse, to global warming and water scarcity. To avoid being left behind forever, companies must change their course. But in doing so they must engage their customers effectively—a task that demands transparency, accountability, honesty and, above all else, fantastic communication and storytelling to bring them along for the ride.



At 
Thirty Seven, we offer content and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging and informative so you gain brand awareness and engagement whether it is social media content or a whitepaper. 

 

Marketing

Blink and you'll miss it- the benefits of ephemeral content

Emily Stonham 11th January 2019 — 9 mins read
E

phemeral is defined by Cambridge dictionary as ‘lasting for a very short amount of time’.

There’s a few key types of ephemeral content that your business should consider experimenting with. The most popular form - and arguably the one that popularised temporary content - is Snapchat stories. You can also find stories on Instagram, YouTube and Facebook. There’s also a story function on WhatsApp, known as statuses.

Snapchat messages (snaps) also fall under this category, as do Instagram live videos. Snaps can only be viewed for a set amount of time, and Instagram live videos disappear from stories after 24 hours.

So, why should your business bother with making this style of content? After all, evergreen content is incredibly useful for marketing purposes so why stray away from that? In this blog, I’ve collected 7 key reasons why you should consider adding ephemeral content into your strategy.

 

Realism and authenticity

One of the main benefits of using ephemeral content is that it offers your customers a much more personal, authentic look at your brand. Using stories on Instagram, for example, makes it much easier to show viewers what your team gets up to throughout the day or to share a quick picture of the office dog having a nap.

I’ve written before about the importance of showing the human aspect of your business. Modern customers love seeing behind the scenes of their favourite brand, and they especially love having a relatable character/influencer to show them this. A good example of this is ASOS introducing their Insiders (a team of influencers working for the brand).

You could try using the story function on Instagram to show off a company event, or maybe demonstrate a new product that’s just arrived. It’s the perfect area to be slightly less formal than your main page, and your customers will thank you for it. Instagram stories have a number of handy functions for market research, too- it’s worth looking into polls, questions and sliders if you’re doing this.

 

Urgency

Another great reason to use temporary content is that it creates a real sense of urgency. Customers will often experience FOMO (fear of missing out) if there’s a timed offer shown on a story or live video, especially if it’s a brand they’re particularly fond of. This also applies to limited time offers shown on websites, like flash sales.

Fashion and beauty brands are particularly good with this. A brand that uses flash sales and promotions effectively is Disturbia, an alternative fashion company which creates unique, limited print run clothing. As a fan of this brand, I can confirm that it always seems to have a flash sale at the right time, which is not great news for my bank account.

Disturbia has found a great balance between having just enough flash offers to attract customers to come back to the website frequently, but not too many as to make them look fake. Over the last week, I've seen about 3 limited time offers on the website- enough to make a fan of the brand want to buy, but not too many to put them off.

Disturbia also has a good email marketing campaign, with quick sales and promos to encourage their readers to 'act fast' or 'not to miss out'. One of the key points that I believe has lead to them being successful here is the choices of urgent words used in their copy.

There’s a lot of fashion brands at the moment who have been caught out for having fake flash sales e.g. they’ll post ‘24 hours only!’ and replace the same offer 24 hours later with ‘48 hours only!’. It’s a popular tactic, especially with newer 'fast fashion' brands.

There’s even been a recent upset in the beauty community with a company called Kenza Cosmetics, who offered free brushes (spoiler- they weren’t free) for a limited amount of time. The limited amount of time seemed to go on for a very unlimited amount of time, and was immediately jumped on by Twitter and YouTube commenters. The scam ran a lot deeper than this, with famous YouTubers promoting products that mysteriously didn't turn up for months. Unfortunately, this type of scenario happens a lot online nowadays.

 

 

The main takeaway from this for brands looking to use temporary offers and flash sales is to find the right balance of offers and make sure they’re genuine. If your Facebook story says there’s 24 hours to use a discount code, make sure it’s actually 24 hours. You might get away with extending it a few times but customers will eventually pick up on the fact that your sales and offers go on for an inaccurate time. Eventually, this’ll lead to a distrust in your brand and a lack of engagement with offers. After all, if your 3 day offers normally go on for at least a week, why should they bother running to get their credit card?

 

Variation

A different reason to start using ephemeral content is that it can really liven up your social media strategy. If your brand has been consistently posting customer testimonials on Instagram at 3pm for the last 4 months, why not switch it up completely and do a livestream on your page unboxing your latest product? It can feel odd stepping outside of your usual comfort zone for content, but there’s only one way to find out whether it works or not.

Obviously, it’s important to do your research. If you want to use stories, make sure to check where the majority of your audience is. If your clients love using YouTube, there’s not much point just doing a brilliant story over on Facebook. If you want to go live, check out the times that your audience is online most frequently. The Instagram analytics section for business accounts is fantastic for this, as it can show you the relevant times for each day.

Social media is constantly changing and evolving, especially in regards to algorithms and content trends. If your page isn’t changing and growing with the platform, it’s likely that your engagement and lead generation will just die off over time. 

 

Speed and range

A great benefit of using temporary content is that it’s pretty quick to make. Due to the personal, informal vibe that most ephemeral pieces have, the amount of time that goes into creating it is significantly lower than creating evergreen content. Creating a behind the scenes Snap series would take a lot less time, effort and resources than creating a YouTube series with the same aim, for example. Live streaming is also relatively quick to set up, and is great to use for product launches or important events.

As lazy as it might sound, stories are a fantastic way to widen the range of your content marketing without distracting too much from your main pieces of content. In 2018, Instagram reported approximately 400 million daily story viewers. Snapchat followed behind with 191 million. Is this an audience that your business can afford to miss out on interacting with?

Instagram is arguably the best platform to utilise stories on. On this platform, it’s a mix of your existing audience and prospects who view stories. You can use hashtags on Instagram stories to get your story added to a tag story, which is displayed whenever people search for that term. It’s a great way to keep your brand in people’s mind too, as stories on Instagram are displayed right at the top of a user’s screen with the most recent and relevant being displayed first.

 

 

 

Staying active pays off with Instagram stories overall, and you’ll be able to monitor this in your analytics tab. Of course, other platforms have their benefits too and it’s worth exploring all of your key options. Determine where your audience is, and figure out which style of ephemeral content will catch their eye most effectively.

 

Reactivity

A final benefit of using ephemeral content is that it allows you to be much more reactive online. When an important event happens, it allows you to quickly jump on your page and post a genuine, casual response instead of spending a day crafting an intricate, corporate one.

Using stories or livestreams to document how your team feels about something that’s happening live is a brilliant way to connect with your audience further. This is especially true for events, as it relates what you’re posting to your audience’s perspective as a consumer.

Obviously, this style of quick, informal post isn’t appropriate for every scenario (probably best not to post a snapchat vlog series in response to a media crisis) but it can be a great way to increase the relevance of your content.

 

Overall 

Ephemeral content is definitely worth looking into if you want to liven up your content strategy and add some variation to what you’re providing for your customers. It allows you to position your company as relevant, authentic and modern, while still encouraging customers to buy from and interact with you.

Here are a few pieces of content that you could try out;

 

  • An Instagram livestream at an industry event.
  • A behind the scenes Snapchat series, showing an average day in your office.
  • Whatsapp status updates, hinting at your next product launch or collection.
  • A series of Facebook stories answering common questions from your audience.
  • A ‘takeover’ day on your Instagram story, where a member of staff controls the page for a day. Great for Q&As, office tours and promoting your latest services.
  • Snapchat stories of anything fun your office is getting up to, like a charity event or coffee morning. Informal content like this is a great way to add a personal feel to your content and help your audience relate to what you’re saying more.

 

Not sure where to start with creating temporary content for your social platforms? Thirty Seven offer comprehensive social media services, ranging from post writing and design, to account management. Feel free to get in touch with us today at hello@thirtyseven.agency to find out more about how we could help you with this.

 

Adam Fisher
6th July 2018 - 3 mins read

Every company wants to be an authority in their sector - those that engage the media usually are

Media First designs and delivers bespoke media and communications courses that use current working journalists, along with PR and communications professionals, to help you get the most from your communications plan.