Hello, we are social. We’re a global conversation agency with offices in Sydney, New York, London, Paris, Milan, Munich, Singapore & São Paulo. We help brands to listen, understand and engage in conversations in social media.
We’re a new kind of agency, but conversations between people are nothing new. Neither is the idea that ‘markets are conversations’.

We’re already helping Optus, eBay, Kia Automotive, Nivea, Expedia, Sony, Roadshow Films, Seven Network, Open Universities Australia & Adidas.

If you’d like to chat about us helping you too, then give us a call on (02) 9046-3700 or drop us an email.

We Are Social’s Tuesday Tune-up #163

by Oliver Whone in Uncategorized

We Are Open
Drop by our office in Chippendale tomorrow (Oct 29) between 4pm and 6pm for Sydney’s first Agency Open House.

Our team will be on hand to welcome you in and guide you through who we are as an agency and what we do. We’re opening up the doors of the agency during the Web Directions Conference and will be sharing some of our recent work plus a walkthrough of our specialist capabilities & teams.
There will of course be beers, nibbles & popcorn – because We Are Social in all the right ways. See you then!

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Instagram ads are just a scroll away
Australia is host to nearly 4 million Instagram users who are about to experience first hand what sponsored posts on the channel will look and, more importantly, feel like.

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Nine brands, including Audi, Vegemite, McDonald’s and Tourism Queensland have already signed-up with the channel’s ad platform. They’re all facing the same challenge Lexus and Michael Kors in the US were confronted with earlier this year: The sudden experience of non-organic content on a previously ad-free newsfeeds will  trigger certain irritation. Let’s see if the content delivers the right user experience to justify a ‘branded interruption’.

Facebook brings back the nineties with Rooms
Remember the nineties? Queen Victoria, William Gladstone, the two Franco-Dahomean Wars. Oh, the NINETEEN nineties? They were good, too. Facebook’s harking back to the era of quasi-anonymous internet chatrooms with its new iPhone app, Rooms. Users can chat about different subjects depending on the Room, and won’t need an email address to sign up; anonymity in social has been big news recently, and it seems Facebook is taking it seriously.

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Facebook page admins can save and backdate posts
Facebook is letting its page admins create drafts of posts, which they can either save for later or backdate. Remember, admins: with great power comes great responsibility. If that’s good enough advice for Spiderman, it’s good enough for us all.

Twitter creates Fabric
Twitter has created its own mobile-app platform called Fabric, which it hopes will lure developers and their dollars. Twitter CEO, Dick Costolo, has called it “the future of mobile software development”. Of course, he would say that.

Twitter’s Buy button set for general release
Twitter is planning to roll out its mobile Buy button to everybody who wants it some time during Q1 2015. So far, it’s only available to a select number of partners, one of which you can see below.

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New iOS Vine app
The Vine app for iPhone/iPad has been updated. Now you can follow channels and post straight from the app. If you’re lucky enough to have iOS8, it will look all new and shiny for you, too.

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Foursquare downloads are up or down or maybe around the same
Foursquare is doing brilliantly/terribly, depending on who you believe. The network itself is saying that, in the ‘post-Swarm era’ (as historians will call it) they’ve increased their user base to 55 million, a 54% lift in users compared to the same month in 2013. Very good. However, other research suggests that, after initial uplift, the numbers are actually in decline. The below graph looks particularly bad, with all its downward lines; note that Swarm downloads peaked in August, and have been dropping since.

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Build your own Mercedes on Instagram
Mercedes has gone all clever on Instagram, using thousands of different images across hundreds of linked accounts to let people customise their own car through the network.

HP makes TV ad from Vine videos
To promote its Pavilion x360 laptop, HP created a set of around 30 different clips from different Vine influencers, producing 950,000 engagements and 50m organic views. It’s now turning the campaign into a 30 second TV commercial – the first of its kind. We’re sure you’ll want to watch it over and over again. Hahaha, a joke about the looping Vine format! Whatever next?!

JBL #CordFail
JBL headphones has created a cordless range, and is promoting it using Vine star, Paul Logan. He’ll be creating a series of videos, including some based on stories sent in using #CordFail. JBL wants to hear about the worst things that have happened because of a wire. Say, for example, you dropped your phone just as the doors of a lift closed, and found yourself suspended by your earphones. Something like that.

IHOP and hip hop
Pancakes have always been the hip hop lover’s breakfast food of choice. At least, that seems to be the message from pancake chain IHOP’s new Twitter tone of voice, which has seen massive results in terms of engagement. It raises a question about alienating certain other audience segments, but the RT figures suggest that people are loving it so far.

 

 

 

The Instagram vending machine
A vending machine that can’t swallow your change! Nice one, IHeartRadio. The radio station has sent its invention around college campuses, selling T-shirts in exchange for Instagram photos. So far, the campaign’s seen 5.7m impressions.

iheartradio-instagram-01-2014

Her majesty tweets
Last week, another celebrity tweeted for the first time. Not just any old celeb, though. This one is the constitutional monarch of 16 of the 53 member states in the Commonwealth of Nations (thanks, Wikipedia). Here’s what she sent, and a couple of the best responses.

 

 

 

 

We Are Social’s Tuesday Tune-up #162

by Shirley Cai

Maccas just got a little bit fancier

McDonald’s is changing the fast food game one burger at a time. The Showground Rd Maccas in Castle Hill is the first one in Australia to introduce a ‘Build Your Own’ gourmet burgers range. Think wooden serving trays, metal chip baskets and table service!

Customers are greeted with a touch screen kiosk that’s both easy to use, and focuses on up-selling – tapping into the growing customisation trend where you can increase your basket size, opt for a milkshake instead of a soft drink and add seemingly unlimited extras to your burgers like tomato onion relish, or tortilla shell strips. One catch though? It’ll set you back roughly $15 for a meal…just a little bit fancy?

The Beautiful way Australia supports Mental Health Day 

You may have noticed your social media feeds washed over in a sea of colour last week. This was the work of not-for-profit organisation OneWave, who organised the world’s longest fluro wave at Bondi Beach as a show of support for World Mental Health day. Participants were asked to wear their brightest clothes, choose their ride of choice and enjoy a wave as the sun rose over Bondi on the morning of October 10 – and of course, participants took to social media to show off their beautiful colours.

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Humans of Australia is a thing that needs to happen now. Who’s with me?

Teenagers like, totally hate Facebook

Facebook looks set to join pogs and yoyos (does this blog post make me look old?) on the teenage scrapheap. A survey by finance folk Piper Jaffray has found that only 45% of teens admitted to using the network this autumn, compared with 72% in spring. There’s certainly fear that, if trendsetters deem the network ‘uncool’, their friends will follow (and where they go, so will the marketers). Now if you’ll excuse me, I’m gonna strap my Heelys on and head over to Tumblr.

Organic Facebook reach keeps plummeting

Adobe, a Facebook Strategic Preferred Marketing Developer, has released its Q3 2014 report, finding that its clients have seen a 50% drop in organic reach over the course of the year, while paid impressions have increased just 5%. The company predicts that paid will grow another 10% to 20% in Q4, as marketing budgets increase for Christmas. To those of you that like graphs/hate words, here’s that story reworked for your benefit.

More video views on Facebook than YouTube

Facebook has, for the first time, surpassed YouTube for number of desktop video views. The social network snuck past its rival by a cheeky billion (12.3bn views vs. 11.3bn from July 2013 to August 2014), aided in part by its autoplay functionality. Marketers are making up part of this trend, as suggested by Socialbakers figures released last week; between May and July 2014, there was a 50% jump in the number of videos uploaded directly to Facebook from content marketers.

Kotak Mahindra creates Facebook money transfer

India’s Kotak Mahindra bank is allowing customers to send payment through Facebook, using their username and password. The ‘bank agnostic’ transfer system works with 28 different banking partners.

Facebook stickers available for comments

Facebook stickers are being rolled out to all post comments (timeline, groups and events), where previously they’ve been available only on Messenger. Below you can see how people might use them to talk about burgers, if they forgot the word for burger.

Audio comes to Twitter

Twitter has added sound. The new Audio cards have already been used by a number of pages, including NASAThe White House and, erm, David Guetta.

Tweets from people you don’t follow in your timeline

You may have noticed tweets in your timeline from people you don’t follow. Well, Twitter has confirmed that the feature, with which they’ve been experimenting, is now a full part of the service. The network said:

When we identify a Tweet, an account to follow, or other content that’s popular or relevant, we may add it to your timeline. This means you will sometimes see Tweets from accounts you don’t follow. We select each Tweet using a variety of signals, including how popular it is and how people in your network are interacting with it. Our goal is to make your home timeline even more relevant and interesting.

Snapchat shows its first ad

Snapchat has entered the advertising game. Last week, it announced that this would be the case, before releasing the first advert over the weekend: a snap for upcoming horror flick ‘Ouija’.

The message showed up in users’ ‘recent updates’ feed, where we’ll expect to see any other ads in the near future. Asked about the reasons behind advertising, Snapchat said:

We need to make money.

Fair enough guys, it’s almost payday. We’ve all been there.

G+ is going nowhere

Google+ is staying with us, at least for the foreseeable future. Google’s new head of social media, David Besbris, has said that the company plans to remain in social for ‘the long haul’, so don’t go deleting your account just yet.

Skype creates a rival to Snapchat

Skype has launched a video messaging app, called Qik, which is the latest in a list of ‘Snapchat rivals’. Users can send video messages to their friends via the purely mobile app – each of these can last up to 42 seconds. Jokes on a postcard, Douglas Adams fans.

KLM is #happytohelp

Dutch airline, KLM, used the hashtag #happytohelp for a week-long customer service campaign, in which they used Twitter to help travellers, whether or not they were KLM customers. The aid took many forms, from personalised videos to a boat for skipping JFK-bound traffic.

Our #happytohelp crew is in full action. Here we are preparing personal videos with tips for passengers. pic.twitter.com/W83YazBknk

— Royal Dutch Airlines (@KLM) October 13, 2014

McDonalds planning a cool 14,500 Facebook pages

Yes, McDonalds wants to have 14,500 Facebook pages by 2015, including one for every restaurant in the US. The goal is “real time” interaction with consumers.

Wyke Farms trademarks ‘Free Cheese Friday’

Wyke Farms has become the first brand to register a trademark based on the success of a social campaign. It’s been using ‘Free Cheese Fridays’ to give out, well, you can probably guess. So now NOBODY ELSE can give out dairy products on Fridays. It all sounds like a laugh, but you didn’t spend your weekend trying to find a use for 14kg of Stinking Bishop.

Social media and the Scottish referendum

Social media was more influential than its mainstream counterpart in influencing decisions around the Scottish independence referendum. According to YouGov research, 39% of voters were influenced by something they saw on social, compared with 28% for mainstream media. Poor old Alex Salmond clearly doesn’t have enough Facebook friends.

We Are Social’s Tuesday Tune-Up #161

by Gillian Collison

Social savvy KLM takes customer service to soaring to new heights with #HappyToHelp week

Left your passport in the taxi on the way to the airport? Caught in traffic and may miss your flight?  Well Airline KLM is here to help you for the next week! Today the Dutch carrier has launched a new social strategy to help any passenger, anywhere, flying any airline – in order to prove it’s quality of customer service to non-customers.

The progressive campaign, named #HappytoHelp sees passengers assisted both on and offline when their plans potentially come unstuck – with up to 250 KLM customer service personnel undertaking social media monitoring around the clock in search of  posts related to travel problems and a special command centre build at Amsterdam’s Schiphol airport plus teams standing by in New York, Sao Paulo and Hong Kong.

From there, the airline will select problems and solve them in a variety of ways, from providing a driver who will hunt down your missing passport, through to personal weather reports and travel advice. They’ve even hired a speedboat along the Hudson River for those stuck in NYC’s traffic on the way to the airport. KLM will film the resolutions and post the most interesting and strange situations solved on YouTube. Pol Hoenderboom, creative director at DDB & Tribal Amsterdam noted of their campaign “Imagine the impact if you are now flying with KLM but it is KLM that gets you by motorbike to the airport in Hong Kong to board your American Airlines flight home.” Great idea!

 

Twitter signals it will open its promoted tweets to Australian SMEs ‘soon’ Have you been hanging out to run Twitter advertising but haven’t got the required minimum spends (up to $15,000) to access their platform? Turns out that you won’t be waiting much longer if indications from Twitter Australia’s Cindy Burke are anything to go by!

Direct from the horse’s mouth at BEfest, Burke confirmed that the company will “soon” open the platform to those with smaller budgets available. “We actually hired someone to launch that. I’m sure they will be announcing it with an official launch…A lot of clients have been asking for it for a while now, obviously it’s auction model and you can spend $5,000 to get one person” she told the audience. 

These sentiments were echoed by Twitter’s VP of Global Online Sales, Richard Alfonsi at their #ToastandTweet event for marketers yesterday. Alfonsi is in Australia to promote Twitter’s key service offerings to brands – and also taking some time out to enjoy Sydney!  


Facebook provides most social logins

Facebook was the Q3 leader for social logins at 46%, followed by closest rival Google at 34%, according to reports by Janrain. Twitter comes a distant third place with 7% – this seems to be a two horse race for now.

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Facebook considers adding money transfer option to Messenger app

Facebook is apparently considering adding a money transfer service to its standalone mobile Messenger app. The screenshot below shows how sending money will work (basically like sending a photo). Users can either add a card for Messenger, or use one they’ve stored in Facebook. Finally, notifications worth waiting for.

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Facebook to launch new anonymous app?

As you may well know, Facebook has struggled with some users who don’t want to use their real names, amongst other privacy issues. The network’s answer seems to be a separate ‘anonymous’ mobile app.

Facebook’s targeting to get even more specific

Facebook is set to launch ‘hyper local’ ads, with which advertisers can target users within an area as small as a mile. This could be useful for businesses that have, you know, actual locations that they want people to go to. Like in the olden days.

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Facebook opens its Audience network

Thanks to Facebook, you can now get rich the same way as Kim Kardashian. No, not like that. Get your mind out of the gutter. Facebook’s mobile ad network, named ‘Audience Network’, which helped fuel the success of the Kim Kardashian game and brought Shazam a 37% increase in ad revenue, is now open to all.

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Facebook and WhatsApp are, like, officially together

Facebook’s $19bn acquisition of WhatsApp is now official. The pair released a joint statement:

We are looking forward to connecting even more people around the world, and continuing to create value for the people who use WhatsApp.

All that remains is to change their relationship status.

Transfer money on Twitter

There must be something in the water – it’s not just Facebook that’s getting into the money transfer game. Twitter is going to enable users to transfer cash through tweets, as part of a deal with French bank Groupe BPCE. The feature is available regardless of your bank, and there’s no need to know the recipient’s details.

Snapchat ads are coming soon

Do you like Snapchat? Do you like advertisements? Well have we got news for you! Snapchat ads are on the way, according to CEO, Evan Spiegel. They’ll be optional to view, and focussed around the ‘stories’ section of the app:

We’re cutting through the new technology around ads to the core of it, which is telling a story.

In the same way that everything is ‘telling a story’ these days.

Dove, Snapchat and self-esteem

Unilever brand, Dove, has taken to Snapchat for ‘Self-Esteem Weekend’, sending out snaps on the theme of, errr, self-esteem, and asking for replies. The idea is inspired by the difficulty of having such conversations in public – Dove hopes that the campaign will promote at least a few important chats.

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Google+ adds polls

If you’ve wanted to ask your friends a question with up to five pre-ordained possible answers, but only have access to them through Google+, you’ve probably been pretty frustrated up until now. Breathe easy, kids, G+ has just added polls.

Celebs promote Wendy’s on Twitter

A set of stars including Alfonso Ribeiro (Carlton from The Fresh Prince of Bel Air) and ‘Stone Cold’ Steve Austin are helping American fast food chain, Wendy’s, with its promotion on social media. They’re all talking about barbecues, under the hashtag #BBQ4merica, which, from here in London, might just be the most American thing of all time.

 

 

 

Will post on social media for jeans

Denim brand, Cheap Monday, gave away 1,000 pairs of jeans last Friday, in exchange for social media posts. Cheap Monday? More like Cheap Friday! Pah! Sorry, never mind.

Gillette capitalises on #beardgate

First there was #bendgate, now #beardgate. The iPhone 6 is supposedly catching on beards, which led to the following reactive piece from Gillette:

 

Very nice. The real solution to #beardgate, though, is to be unable to grow a beard/afford an iPhone 6. At least that’s what I’m telling myself.

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We Are Social’s Wednesday Wrap-Up #160

by Max Mills

Facebook click-through rate has increased Facebook reach is down (boo!) but click-through rate is up (yay!). A study of 8,000 brand pages from August 2013 to August 2014 has found that, while fan reach dropped by 55% in the period, the click-through rate on links in posts increased by 48%. Still, a higher click-thru from fewer fans isn’t necessarily an increase in real terms, so let’s not all get overexcited.

Facebook releases like button for mobile developers Facebook has announced the introduction of a mobile ‘like’ button, which can be added to apps by all Android and iOS developers. Screen Shot 2014-10-06 at 10.41.31

Facebook planning moves into healthcare Facebook is taking steps into the world of healthcare, according to Reuters. The plans are still in development, but reported moves include “support communities” and “preventative care” apps. Seems it’s only a matter of time until we start seeing press releases for an “MRI scanner with autoshare functionality”.

LinkedIn revamps Pulse LinkedIn has revamped its news engine, Pulse, with what it’s calling a “redesigned reading experience”. This means a change of font and layout, personalised suggested content and a more prominent navigation feature. Beat THAT, books!

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Yahoo to invest in Snapchat? According to the Wall Street Journal, Yahoo is set to invest $20m in Snapchat at a $10bn valuation. CEO Marissa Mayer will be hoping that the money doesn’t disappear as soon as it’s received! Geddit? Because it’s Snapchat. Oh, fine.

Brace your News Feed for a #WakeUpCall It looks like the Ice Bucket Challenge may have found a predecessor in the Unicef driven campaign #WakeUpCall. The charity selfie campaign seeks to raise awareness for Syria by taking a bleary eyed selfie just after you wake up. The campaign has already gained significant traction in the UK with multiple high-profile celebrity submissions, with it no doubt about to hit Australian shores shortly.

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Twitter TV analytics coming to the UK Kantar Media is partnering with Twitter to launch TV audience engagement ratings in the UK. Similar to their partnership with Nielsen in the US, the feature is expected to show how Twitter conversation can amplify the impact of television and will include the following metrics:

  • Unique authors about a programme and their affinity with it
  • Unique audience (no. of people who have seen tweets about a show)
  • Impressions made by individual tweets about a programme
  • Total number of tweets
  • Tweets per minute, with peaks in volume

Spotify’s #ThatSongWhen Spotify’s new #ThatSongWhen campaign plays on the significance that certain songs have for people. Any campaign that mentions Cyndi Lauper is alright by me.

An educated guess with #guesswho A major Australian car brand has released a social campaign calling upon Australians to #guesswho is releasing a new range of cars. The campaign has gamified the process, promising one lucky guesser the chance to win one of the cars should they get the car marker correct. However, while campaign has seen a solid stream of entries it has quickly become apparent who the mysterious car maker is. A quick search of the hashtag shows multiple Ford dealers promoting the campaign through their websites. Ford may have a few more correct entries to sift through than originally planned.

Essendon_Ford_»_Guess_Who_Australia

DHL asks for likes after F1 crash Tragic accidents are not the time to ask for Facebook likes. As we all know, brands often fall foul of this rule, as DHL did at the weekend. After a crash involving F1 racer Jules Bianchi left him in critical condition, the logistics company posted to its ‘Formula 1 Backstage by DHL page’ saying

Ghastly accident in Japan. Jules Bianchi is fighting for his life. By clicking ‘like’ on this occasion, you’ll be sending Jules your best wishes for a speedy recovery.

The post has now been removed, but one picture is still on the page, along with a fair few angry comments.

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We Are Social’s Tuesday Tune-Up #159

by Stanley Darmawan

 

New anti-ads kid on the block: Ello

Since arriving on the scene in July, new social media network, Ello, has started making waves receiving over 670,000 requests for membership globally in a week and openly attacking the likes of Facebook, Twitter, Tumblr, Google+ and Instagram. It operates on an invite-only basis and promises an ad-free, anti-data environment, appealing to consumers who are fed up with data collection and advertising typically employed by the key social players. Ello hasn’t trumped Facebook yet, but this underground movement may be one to watch.

Celebrities ask users to take a long, hard look at themSelfies.

Kirsten Dunst has just become the poster girl for the anti-selfie movement, having cut the self-indulgent social trend down a size via a short film in conjunction with Vs. Magazine. Titled Aspirational, it’s a clever parody of our behaviour towards celebrities coupled with social narcissism, and a tongue-in-cheek reminder that conversation and common courtesy should prevail the amount of likes/followers your infamous selfie obtains.

Facebook fans spend more than other customers

A four-year study of a ‘major grocery store’s Facebook page’ has found that Facebook fans purchase 35% more items than the average consumer. Those who engaged 10 times or more spent $1,000 more in each year. Sounds super – though always worth remembering correlation vs. causation.

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Facebook rolls out Atlas

Facebook is launching its new ad platform, Atlas, which will allow marketers to target ads to Facebook users across other sites and mobile apps. It’s such a big move that it must feel like it’s got the weight of the world on its shoulders. Rubbish mythology gags, anybody? Well, it’s a titanic move. Herculean proportions. The sky’s the limit.

Twitter wants to target ads at film lovers

Twitter is beta-testing targeting ads for people who talk about films. In the future, it may be possible to target an ad to anyone who has mentioned an upcoming movie release, whether that be the title or a related keyword (character names, locations etc.) Good job it wasn’t around for Fight Club, eh?

Twitter trials interactive poll card

Twitter is testing a new card that will allow users to run polls natively on the site. Here’s how it looks on the platform (the polls don’t show up when embedded).

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Starbucks sponsors Tumblr’s dot

Starbucks has sponsored the dot at the end of the Tumblr sign. The piece of punctuation has been previously been used to link users to specific content on certain days (Valentine’s Day, Pi Day) and is now being used for advertising on ‘National Coffee Day’. This could be a real opportunity for brands with a logo that looks something like a full stop.

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Pinterest looks to up its ad game

Like Pinterest? Like advertising? This story might just be for you. Pinterest is testing a way for advertisers to target people in a database (such as an email list) on the site, with measurement tools to boot. Exciting, right? We told you so!

Compile your Amazon wish list on Twitter

Twitter users can now add an item to their Amazon wish list by tweeting. Link your two accounts, reply to any tweet containing an Amazon link, include #AmazonWishList and hey presto! The item’s now on your list.

BMW’s first ever Vines

BMW has created its first ever Vine campaign. It’s all cool and automotive-y, as you might expect. Nice work.

 

Triumph launches #nigglefix

Triumph, the lingerie company, has created a social campaign called #nigglefix, based on the old adage that ‘a niggle shared is a niggle halved’. The video below reveals all (not in that way).

Anti-IS #Notinmyname hashtag

The hashtag #Notinmyname is being used worldwide by Muslims who wish to show that the actions of IS are not in accordance with their religious views. The campaign has gained impressive traction, even being mentioned by Barack Obama.

Brands vs. brands on #bendgate

The iPhone 6 bends in your pocket! Everybody! The iPhone 6! It bends! In your pocket! Brands wanted to be funny about it. Some of them were, some of them weren’t. Win of the week went to KitKat, who outperformed Oreo’s famous Superbowl moment.

 

 

 

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