Archive by Passion Digital

Smoothie Operators: An Innocent Case Study

23Jan

If you’re a social media user, particularly Instagram, you will probably have come across Innocent’s social media profiles or had content from them delivered to you in ad format. Or you may have seen them on the side of a bus – basically, they’re everywhere at the moment.

Innocent coconut milk

We think Innocent are winning at social media content, and here are a few reasons why. Brands wanting to up their social media game, listen up:

1. Inject some personality

All brands, from smoothie companies to law firms need to think about their personality and how they want to be perceived. It forms the tone of all marketing and advertising surrounding the brand, as well as how they connect with their target audiences(s).

Innocent’s social media managers have got this down. Their brand personality is very strong and stands out from the crowd. It’s comedic, straightforward and hits the British nail on the head. They’re relatable.

2. Customer interaction

71% of consumers who have experienced good customer service from a brand on social media are likely to recommend that brand to a friend. We Brits love to complain, so it isn’t surprising that 80% of us take social media when we’re not happy with a brand. And most of us expect a response within 24 hours, if not sooner. It’s for this reason that community management is such an important aspect to consider when thinking about social for your brand.

This is another thing that Innocent do really well. They take plenty of time to engage with their audiences with witty one-liners – as our Social Media Manager, Em, found out earlier this week:

3. Getting the creative juices flowing (ahem…)

It almost goes without saying, but visual content is obviously an enormous part of social media. It’s usually the first thing that people notice about a brand and can be the difference between people loving and connecting with a brand, or being put off completely.

The colours are bright and sharp, the content is consistent and so easily recognizable as Innocent. They focus on more than just their product, and they’re always up to date with trending topics, which brings us to point number 4…

(Even this picture of a plain blue sky is effective.)

4. Putting the pop in popular culture (ok, not a smoothie pun, but a generic drinks pun is close enough…)

Popular culture and trending topics move fast in the world of social media, as you’ll know if you read our last blog which talked about the increase of #Veganuary across the internet.

While it’s not necessary to jump on every single social media trend or hashtag that you see, making the most of the ones that are relevant to your brand can be a really easy way to increase your reach.

5. People like people!

It’s been proven that statistically, people like photos of people. Brands whose content streams include photos and updates of what’s going on behind the scenes tend to receive a higher engagement than those brands who stick purely to product-centric content.

6. Dogs

We had to include this one. Who doesn’t love dogs in offices, #DogsInPollingStations, dogs doing funny things, dogs doin…. Ok, you get it.

View this post on Instagram

WEATHER UPDATE: It's jacket season.

A post shared by innocent (@innocent) on

View this post on Instagram

It's happening again #DogsAtPollingStations

A post shared by innocent (@innocent) on

Do you need help formulating a social media strategy for your business? Get in touch with social@passiondigital.co.uk – we’re a friendly bunch!

TrendingTopics: Social Media and the Rise of Veganuary

10Jan

In this digital age, social media allows trends to spread like wildfire. They’re picked up, turned into memes and dropped by internet users before you can say ‘Vegan’, but there are certain trends that seem to stick, #Veganuary being one of them. Year after year, the hashtag comes back and, in turn, it encourages more and more people to jump on the trend and get involved, including brands and celebrities.

The Vegan hype is real in January 2019!

The growing topic of conversation around veganism has led to a record 300,000 (and rising) people signing up to take the pledge for a meat-free start to the year. Being led by the ‘Veganuary’ campaign, people from across the world have signed up, and the impact is being noticed by some of the UK’s largest food brands which is creating a real stir on social media!


The #VEGANSAUSAGE war

Greggs launched their surprisingly controversial Vegan sausage roll, McDonald’s introduced the vegetarian wrap to their happy meal and Pizza Hut delivered the vegan-friendly Jackfruit Pizza specifically for the meat-free month.

After taking to Social Media to announce their vegan sausage roll, high street baker Greggs rocketed to the UK’s number one trending topic which (at of the time of writing) has been tweeted over sixteen thousand times. The meat-free advocates have been obviously ecstatic about the guiltless pastry snack, but as always, the conversation always has two sides with a number of people finding it controversial.

But who was it that was finding it controversial you may ask? Well, who else would it be? Piers Morgan of course!

Greggs fended off the negative comments in style, drawing on the fact it was all a bit over the top…

https://twitter.com/GreggsOfficial/status/1080429448871231488

Would now be a good time to mention that Greggs and Piers Morgan actually have a history of working with the same PR company? Might this be a well-thought-out ruse? We don’t know, but either way, it certainly got people talking!

Social media definitely plays a huge role in the success of the Veganuary campaign – the keyword ‘Veganuary’ received over 1.74M impressions on Twitter in the UK in December alone and looks set to grow with the debate heating up and a number of influencers getting involved, from the Bootstrap Cook Jack Monroe to former Really Wild Show presenter Chris Packham all representing the pledge this year.

This time a few years ago LADBible definitely wouldn’t be on our list of expected Veganuary backers! We’re sure there will be plenty more vegan social media fun to be had this month and 2019 in general. What’s been your favourite Veganuary 2019 campaign so far?

LADBible Facebook Post

 

 

 

 

 

 

 

 

 

 

 

 

To keep up to date with the world of Passion Digital, follow us on Twitter, Instagram, Facebook or LinkedIn.

5+ Years at Passion: SEO Executive to Operations Director

26Oct

Hamish joined Passion Digital shortly after the company started, when it was just a few of us based in a little mews next to Clapham Common, specifically right behind the rather infamous nightclub named Infernos!

He gave us his absolute all, which allowed him to progress rapidly right through the ranks, enjoying 5 ½ very happy years at Passion Digital. Before he moved on, we asked him to note down some of his lasting memories and thoughts on what life at Passion Digital has to offer.


First things first, moving on from Passion Digital feels very strange indeed. ‘Gut-wrenching’ is actually the best way to describe it, as I have the utmost respect for my colleagues here on a professional and personal level. They’re a talented, dedicated, diligent and – yes – ‘passionate’ bunch. For various reasons though, the time has come to depart.

So why do I feel so strongly about Passion Digital?

Well, whilst at university I’d started a business selling woollen products online, which became reasonably successful. Once I’d sorted the physical logistics, my attention shifted to the marketing side of things, where it quickly became apparent that my approach to all things digital was going to make the enterprise either succeed or fail.

I taught myself the basics regarding web design, development and marketing, but once my degree was finished, I knew I wanted to turn my newly acquired surface-knowledge into something more developed.

Looking back now, the truth is that little business provided me with far more practical skills than my actual degree! It also highlighted how few companies were effectively exploiting the massive potential the digital world offered.


Joining an agency was therefore the next logical step in learning the craft. I reasoned that if I joined a smaller agency, I’d be given better opportunities to see more clients and experience the full digital mix. Fortunately for me, Mike Grindy – our CEO and founder – had just started Passion Digital, so he gave me a shot in a junior role in the SEO department, based purely on my modest achievements with the little business.

In that first year, it became clear that my logic was thankfully sound. At Passion Digital it’s impossible to become siloed into doing a singular activity; you’re exposed to everything, including the raw commercials, right from the start. If you want to jump in at the deep end, learning the intricacies of all channel activity alongside the soft skills of client management and teamwork on the job, then Passion Digital is a truly wonderful environment to be in.

Of course, given the above, there were certainly times when the work was testing and late nights for a period became the norm, but this was exciting too; a symptom of the growing pains any ambitious company wants to be having. The reason that myself and others were willing to do this with a smile was because we were positively invested in the company.

We were – and continue to be – a bunch of like-minded, slightly geeky friends, all united on a fixed vision of becoming one of the finest digital agencies in the UK. Sizeable client wins over the years, along with too many awards to mention, hopefully attest that we’re moving steadily in that direction.

I should also note that Mike has always understood that happy people are productive people, meaning all the standard Silicon Valley style perks have been in place since inception, creating a lovely working environment where people feel able to be themselves. As such, the team bring along their full brain, not just their work brain, to the office. That may sound silly, but the improvement it has on output is genuine and it’s something which benefits all parties.

I won’t bore you with all the details, but here you can see my trajectory within the company:

  1. SEO Executive
  2. SEO Manager
  3. Interim Head of SEO
  4. Account Manager
  5. Senior Account Manager
  6. Operations Director

I should add that this is by no means exceptional, as we have plenty in the company who joined as interns, yet now perform integral roles brilliantly only a few years later.

Clearly to do the same in a large agency in such a short space of time simply wouldn’t be possible. If you’re willing to commit, learn fast and evolve as needs require, then at Passion Digital you really can turbocharge your career.

It’s only when I speak to those working in different companies and in different sectors that I realise just what a unique setup we have here. There honestly are no egos, no office politics, no bad blood; just a collegial atmosphere of skilled professionals, all of whom are good eggs. I will miss them all dearly.


Walking into that little mews on my first day, I had no idea that years later I’d be one of the Senior Management Team, helping orchestrate the running of a 40+ team, doing exceptional work for household names. Yet due to the constructively fluid nature of career development at Passion Digital, this dream scenario became a reality.

It’s been a journey I feel very privileged to have been a part of and I cannot recommend the team highly enough.

– Hamish

What Does Voice Search Mean for Your Business?

24Apr

Hey Siri, are you single?

The popularity of voice assistants has been on a steady rise since Apple pioneered Siri in April 2011 (yes, it HAS been 7 years!). Since then, Google (Google Assistant), Microsoft (Cortana) and Amazon (Alexa) have also joined the game. International players are not behind. Chinese giants Baidu and Alibaba also have their own assistants (DuerOS and AliGenie, respectively). Who hasn’t tried asking Siri if she has a boyfriend or girlfriend? (“Why? So we can get ice cream together, and listen to music, and travel across galaxies, only to have it end in slammed doors, heartbreak and loneliness? Sure, where do I sign up?”) or if she watches Game of Thrones (“Who me? Siri, First of the Name, Siri Siliconborn of House Apple, Rules of the Alarms and the Reminders, Guardian of the Calendar Appointments, Keeper of the Ontologies, Flipper of Coins. Yes, I am watching”).

Smart speakers are taking over

While initially voice search was limited to smartphones, smart speakers are taking the world by storm. Amazon launched first such device (Amazon Echo) in 2014 and ever since then there’s been no going back. 10% of UK households already own a smart speaker, with OC&C Strategy Consultants projecting the growth to hit 50% of UK households by 2022. comScore predicts that that voice search will account for 50% of all search activity by 2020. These are big numbers.

Now, this still doesn’t mean much for your business. Who cares how many people talk to their devices and ask them to turn off the lights or to give them a compliment. What DOES matter for your business, is that while UK voice transactions through smart speakers are worth £0.2bn now, they are expected to increase to £5bn in the next 4 years. Even with the current 10% penetration rate, nearly half of owners (44%) made a purchase using their smart speaker in 2017. Groceries (20%), Entertainment (19%) & Electronics (17%) dominated voice shopping product categories in 2017 but as the popularity of voice e-commerce grows, so will the types of voice purchases.

voice-search-commerce-sales

Voice search optimisation

With the new type of search, new ways of optimising for search will inevitably emerge are already emerging. To rank in voice search, you need to rank in position #1 – there is no page one with 10 organic results. There is only result #1 and a “winner-takes-all” market.

Satisfying user query will be increasingly more intent-dependent. Google calls it “Micro moments”:  purchase moments, research moments, and discovery moments, just to name a few. Consumers experience them on average 150 times a day: I-want-to-know, I-want-to-go, I-want-to-do, I-want-to-buy moments.

With voice search, focus shifts to conversational, long-tail search terms and the meaning behind a query, instead of a specific keyword. What naturally spoken questions may customers be asking about your brand or products/services offered by your brand? Do you already answer such questions on your website? Do your pages trigger featured snippets? Have you mastered the use of Schema Markup?

Further down the line, brands will need to develop a “skills” strategy, alongside their other strategies. Voice-command “skills” for smart speakers such as Google Home or Amazon Echo can range from planning, ordering, looking things up, or controlling other devices (such as turning lights on or changing thermostat temperature).

Headache just thinking about it? Have a relaxing cocktail! Not sure what to go for? Don’t worry – you can consult Ask Patron, Patrón tequila’s new Alexa skill! Ask Patron will help you no matter the type, flavour, occasion or ingredients you have available. Feeling adventurous? “Alexa, ask Patrón to surprise me.”

The future is here.

Call us on 020 3773 9289 or get in touch to talk about the future, and what it means for your brand.

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