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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.

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We Are Social’s Wednesday Wrap-Up #154

by Jacqui Jewell in News

Facebook reveals video ad results for McDonald’s and Tourism Queensland

When Facebook launched Premium Video Ads in May there were no results showing advertisers what was achievable. Even the US, where the ads were rolled out earlier, had nothing. There were also concerns autoplay would turn users off.

McDonald’s was the first brand in Australia to use Facebook’s Premium Video Ads format. Queensland Tourism was the first travel and tourism client globally to adopt it. Both brands say the activity exceeded expectations and, via Facebook, have shared the results with AdNews.

According to Facebook’s own data, most people watched the McDonald’s 15-second ad all the way through. According to Nielsen’s Brand Effect metrics it reached 2.4 million people and achieved a 3-point lift in brand consideration. Tourism Queensland saw similar completion rates and achieved a 13-point lift.

More organisations are turning to video content and are looking for ways to distribute that content cost-effectively. Ahead of launch, advertisers were particularly interested in how Facebook’s video ads shape up against other video platforms such as YouTube.

“Facebook premium video is shifting the objectives,” said Roison Thanisch (interactive director at OMD, which handled the McDonald’s campaign), “Online video used to be just brand awareness and broadcast, now we’re seeing it shift further down to the pointy end of the funnel. You can tailor it specifically to reach more people who are likely to convert.”…“There needs to be more understanding that this creative content should be coming from local agencies and brands. We’re still a little bit stuck in the idea that content is the 30 second TVC. Facebook is creating a new standard for creative agencies locally,” she said. That should, she reckoned,  “get them shifting their mindset away from a TVC.”

Facebook Premium Video Ads in Numbers:

• 3 point lift in brand scores
• 1.2 million video plays in 24 hours - [UDPATE: this article originally stated 1.2 million video plays in two weeks]
• Reached 2.3 million Australia
• 12 seconds – average video play of the
• 15-second ad
• 70% of views on mobile
• 10 cent cost per view

Tourism Queensland
• 13 point lift in consideration
• Reached 1 million people
• Over 660,000 video views
• $1 cost per engagement
• 11c cost per view of Premium

Source: Facebook, McDonald’s, Tourism Queensland.
Chat Apps Continue to Grow
Yesterday, WhatsApp’s CEO Jan Koum tweeted that the service now had an impressive 600,000,000 monthly active users and is continuing to grow at an astounding pace – gaining more than 9 new users every second. Other chat apps such as WeChat, LINE, Kakaotalk, Tango and Viber also appear to be increasing monthly active users. For more information, you can read our blog post on the subject.


Facebook Cracks Down on “Click-Baiting”
Facebook is cracking down on “click-baiting” headlines. They’re the headlines that encourage people to ‘click to see more’, without giving away much information about what they will actually see. In an attempt to give users a better experience on the platform, Facebook will weed out these stories that many feel are clogging up their News Feed.

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There was also an interesting second update from the platform, regarding sharing links in posts. Facebook announced yesterday that links that are shared by inserting them in the caption of a photo won’t do as well as those displayed in the link format (which appears when you paste a link while drafting a post).


Facebook Relaxes News Feed Ad Frequency Limits
Facebook has adjusted its advertising policy to show ads more frequently in the News Feed. a spokesperson from Facebook explains:

“We will not show more ads; rather, we are updating the spacing between ads, and relaxing some of the parameters around insertions of ads from the same advertiser”.

Now, users may see the same ad twice a day; previously, the limit was one. Similarly, two News Feed ads may be served daily to users who haven’t liked the Facebook Page of the brand in question (again, up from one previously). The aspect that remains seemingly unchanged is the daily limit of four News Feed ads that can be shown to people who have liked a Page.

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Instagram introduces Hyperlapse
Today, Instagram unveiled Hyperlapse, one of the company’s first apps outside of the platform itself. This all-new standalone app allows the creation of stabilised moving time-lapse videos. The app prompts you to record a video, after which it uses clever algorithm mapping and creates an ultra-smooth, floating-through-space type effect. The idea is to imitate not only the popular hyperlapse videos created using DSLRs and thousands of still frames, but also the cinematic motion tracking shots that appear in movies like Goodfellas and Kill Bill.

Introducing Hyperlapse from Instagram from Instagram on Vimeo.


Instagram Starts Offering Essential Ad Tools
Instagram, the Facebook owned photo sharing platform, has finally made itself more ad-friendly by rolling out a suite of analytics tools. These are aimed at brands and offer various insights and analytics, including reach, impressions, engagement and the performance of paid ad campaigns.


Twitter expands its advertising network in Europe
In a move to boost its international revenue, Twitter is expanding its advertising network across Europe in 12 new countries. All in all, Twitter Ads will now be available in 35 EMEA markets through direct sales support teams and reseller partnerships.


Vine Finally Lets You Import Videos From Your Phone
Last week, the six-second video-sharing service Vine was updated to allow users to upload existing videos onto the platform; granting the wishes of many, especially marketers. The move should encourage people to use the platform more often – the absence of this feature, until now, has resulted in some users opting for Instagram instead. In addition to video import, the Vine app will also let you edit the imported video, though only on iOS versions for now.


SlideShare Axes Its Freemium Model
SlideShare, the presentation-sharing platform with 60 million users owned by LinkedIn, announced last week that it is making its PRO level features, such as analytics, free, but claims there will be no update on advertising for now.


Pinterest’s new News feature
Pinterest has updated its mobile notifications section with a new feature, “News”. This new tab gives you a snapshot of what’s up with your Facebook friends and all the different Pinners or boards you follow. You can now learn about latest projects people are collecting Pins for, or interesting brands they are following. The one thing you won’t see are Pins that people save to their secret boards – after all, they have to keep some element of mystery, don’t they?

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Pinterest Launches A New Analytics Dashboard
Pinterest has also launched a new analytics dashboard that gives business users more insight into their Pinterest account, providing potential advertisers with a glimpse of their mobile and audience analytics for the first time. It tracks impressions, clicks, repins, and likes. Essentially, the dashboard is designed to provide a quick view into a business’ overall reach on Pinterest, and help those brands better understand how fans are interacting with their content.

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News and Ads to Debut on Snapchat
Snapchat might expand its service to videos, news articles and ads. A new service called Snapchat Discovery which would show content and ads to Snapchat users, has been discussed with various media companies. Set to debut in November, this could be an interesting move for the startup, whose 27 million users worldwide are used to an ad-free platform – but the offering could provide Snapchat’s first revenue and demonstrate its potential value to investors.


Funny or Die Reveals 10 Percent of Its Kik Fans Click on Video Messages
Will Ferrell’s comedy video website, Funny or Die, is among a handful of brands testing Kik Messenger’s new Promoted Chats product which enables marketers to promote their accounts, accumulate contacts and connect with them; it has been dubbed “chatvertising”. The digital comedy crew has seen a 10 percent click rate, quite remarkable considering on average they achieve around 0.5 percent on similar Facebook and Twitter posts.


Now you can Customise a Car in a Tweet
Acura may have accomplished a real Twitter first: the ability to customise a car in your Twitter Feed. That’s right, Acura is trumpeting the launch of the 2015 TLX performance luxury sedan by letting you create a customised car, within the platform. The tweet uses the revamped version of the new Twitter cards, which now let you add photos, videos or other media in the card itself.

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Facebook Launches ‘Mentions Box’ Device During Emmys
The Emmys took place this weekend, and Facebook debuted the Facebook Mentions Box, an interactive device that stars could wield to answer questions from fans. It’s similar to the InstaStop Video Q&A Station that Instagram launched at the Golden Globes in January.

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Brands out in Real-Time Force at the Emmys
And of course, brands jumped on the real-time marketing bandwagon that accompanies any major event these days. The real-time winners included Netflix, which embraced presenter Jimmy Kimmel’s mocking of Ricky Gervais’ ‘Netflix face’ with one of the best tweets of the evening.

However, it wasn’t all good. Mercedez Benz showed a lack of understanding of the ‘real time’ concept with this unimaginative tweet sent a full four days before the event.


Puma’s Twitter Hashtag Campaign Just Went Very Wrong
Puma was caught out in spectacular fashion when Twitter pranksters hijacked their campaign. Whilst trying promoting ‘Forever Faster’, Puma asked fans to tweet their favourite Puma-wearing player to get a personalised “autograph” Twitter card. As you’d expect, things all went terribly wrong when rival fans changed their Twitter names to resemble some not so nice phrases to accompany Puma’s messages, which were tweeted back to the user. Here are some (of the tamest!) examples…

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We Are Social’s Tuesday Tune-Up #153

by Colin Fairley

Celebrities latch on to ALS Ice Bucket Challenge
Wherever you look on social, celebrities are dousing themselves in buckets of ice cold water, all in the aim of raising funds for the ALS Foundation. Aside from the awareness, whats been great is the creative and entertaining ways the stars have executed the challenge and in turn upped the stakes for their nominated famous friends.

New Facebook tracking tool works across devices
Facebook has created a new reporting tool, which will allow advertisers to track consumers across devices. The advertiser can find out which device a user saw an ad on, and where they made a purchase. This allows them to discover when a mobile ad led to a desktop sale, or vice versa. The tool places trackers on an advertiser’s sites and apps, which can measure a variety of conversion types: web views, basket adds and purchases.

Twitter releases Promoted Video beta
Twitter has launched a beta version of its Promoted Video ads, which will charge advertisers only when a user hits play. The network claims its intention is to create a richer video experience for users, but it must also have revenue generation in mind. Here’s what the ads look like on mobile.


Twitter adds celebrity mobile features
Twitter has added two new mobile features that it hopes will facilitate conversation between celebrities. Now, verified users on both Android and iPhone can receive mobile alerts whenever another verified user follows them, while those on iPhone can also choose to view only verified users in their stream.

Fanta produces comedy series for Vine
Fanta is taking to Vine to produce a set of weekly comedy videos. Dubbed #FantaForTheFunny, the campaign will enlist three different Vine celebrities, in the hope that it will appeal to teens and young adults.

Groupon sees success on Snapchat
Groupon has launched on Snapchat. The brand’s opening gambit saw it send out a Snap promoting a deal for Wiz Khalifa tickets. They sold out in two minutes after 700 clicks, 250 screenshots and 1,000 direct messages, all resulting from that one piece of content. Another example has seen Groupon set up a competition, asking fans for their best ‘hey grill’ chat up lines, for the chance to win (you guessed it) a grill.


AT&T’s @SummerBreak campaign spreads across social
Telecoms company, AT&T, has created a cross-platform social media campaign around ‘Summer Breaks’. This includes a set of YouTube videos, uploaded three times a week, as well as content on Twitter, Instagram, Tumblr, Vine and Snapchat. For the latter, it has accrued almost 45,000 followers in two months, all from scratch and without the help of paid media.

AmEx produces content through design partnership
American Express has partnered with a number of artists to produce a series of social content on the theme of design. This will be posted between now and the end of the year, and it’s already producing some effective results: Instagram interactions have doubled, while Twitter favourites have increased three times over.

Brands talk shark week on social
In case you missed it, last week was shark week. Naturally, a number of brands wanted a bite (sorry) of the action. Here are some of the best examples.

Premier League to get tough on Vines
The Premier League is looking to clamp down on people sharing unofficial Vines. The Premier League’s director of communications, Dan Johnson, said of the move:

You can understand that fans see something, they can capture it, they can share it, but ultimately it is against the law. It’s a breach of copyright and we would discourage fans from doing it, we’re developing technologies like gif crawlers, Vine crawlers, working with Twitter to look to curtail this kind of activity.

We’ll see how successful they are. If we’re honest, we’re pretty sceptical.

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We Are Social’s Tuesday Tune-Up #152

by Dhanuj Selvaraj

Jack Daniel’s fans to build a bar
To celebrate Jack’s birthday in September, Jack Daniels’s are building the world’s first crowdsourced bar – “The Bar That Jack Built”. In Jack Daniel’s Australia’s new Facebook video, fans were asked to contribute building materials, furnishings, big ideas and their expertise to put the bar together.

Note: You need to be logged into Facebook and located in Australia to see the above content.

Global social users pass two billion
After Facebook released their latest active user figures, it seems that global social media users have passed the two billion mark, out of a total global population of 7.18 billion, and 2.95 billion worldwide internet users. Mobile is increasingly big, too – 1.56 billion are considered ‘active mobile social users’. Facebook is the largest network, with over 1.3 billion monthly active users worldwide, while Tencent QQ is the largest messenger app with 848 million. For more information, you can read our blog post on the subject.


Snapchat is growing its smartphone penetration
Snapchat is now the third largest social app among millenials by smartphone penetration, according to the comScore Mobile Metrix for June 2014. The app is present on 32.9% of smartphones owned by 18-34 year olds; only Facebook (75.6%) and Instagram (43.1%) are higher.

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Facebook is removing like gates
Facebook is scrapping the ‘like gate’, the system by which developers can require users to ‘like’ a page in order to enter a competition or use an app. The network appears to be keen that when people ‘like’ a page, it’s because they actually like it. A Facebook blog post said:

To ensure quality connections and help businesses reach the people who matter to them, we want people to like Pages because they want to connect and hear from the business, not because of artificial incentives. We believe this update will benefit people and advertisers alike.

Twitter updates ad pricing model
Twitter has announced new tools for ‘objective-based campaigns’, including four new ways to buy ads on the network. Previously, the only option was ‘cost per action’ (RTs, replies, favourites), but the following are now all viable payment options: new followers, conversions to external websites, app installs or user email addresses.

Twitter launches ‘flock to unlock’
Twitter is testing a new feature called ‘flock to unlock’, in which a certain number of users must retweet a message in order to unlock a deal, or exclusive piece of content. The first brand to trial the system is Puma – the sportswear giant will be offering access to a set of TV ads two days before their full release.

Twitter tests showing tweets from accounts your friends follow
Twitter is reportedly showing some users tweets from accounts they don’t follow, but which are followed by those that they do. The below tweets by @aleefbaypay display what it looks like.




Twitter adds ‘payment and shipping’ option
Some Twitter users have noticed a new ‘payments and shipping’ option in the settings section of the Android app. It’s not currently functional, but has fuelled speculation about a native shopping service on the platform in future.

Pinterest updates messaging on the platform
Pinterest has released a new messaging feature, which allows users to further discussion about their favourite pins. Previously, users could share pins with one another, but the feature has been expanded to include proper conversation. The video below details how it works.

Foursquare launches its new app
Foursquare has launched the latest version of its app, minus the check-in. Since all its social features have been moved to Swarm, the main app is now intended as a rival to the likes of Yelp, and hopes to provide personalised recommendations. These will be based on a combination of location data and specific ‘tastes’, which users can enter into the app.

This is bound to have an impact for advertisers. Naturally, there are challenges with moving from two apps to one; Foursquare now requires people to download Swarm before it can continue obtaining their valuable check-in data. In theory, though, there are also huge potential benefits. With access to location and taste data, Foursquare could become a destination for highly targeted marketing – it’s certainly something to keep an eye on.

Sprint sends the Frobinsons on holiday
Telecom company, Sprint, has been using a fictional family, named the Frobinsons, to promote its friends and family plan. It is now extending the campaign on social, by sending them on a road trip, in a brand tie-in with Roadtrippers. Content will be released from @Sprint, @TomFrobinson and @Roadtrippers on Twitter, as well as on Facebook.

McDonald’s gets backlash from Instagram ads
McDonald’s has been running a series of ads on Instagram in the last few weeks. However, user feedback hasn’t always been great – in fact, there’s a significant amount of negative feedback on each post. This may be the case as Instagram users get used to ads on the network, but it’s a worthwhile warning to brands using ads on social media.


The identity crisis in social

by mobbie nazir in News

Campaign recently published this article by me about putting social thinking at the heart of marketing strategies. They’ve been kind enough to let us reproduce it in full below:

Unsure of your role in life? Feel like you don’t know the ‘real’ you? If you answered yes to the previous questions, you may be experiencing an ‘identity crisis’. From being the new cool kid on the block to the recent tantrums over Facebook’s declining organic reach, the social media industry is reacting to a challenge to its “sense of self”.

Borrowing from the developmental psychologist Erik Erikson, who coined the term identity crisis, resolution of the crisis depends on achieving a balance between a state of commitment and exploration. Commitment to the principles of what has always made social media a powerful part of the communications mix, and exploration of what change might enable while remaining grounded in those original principles.

It will be interesting to see how the role of paid media evolves in relation to social media, but it would be a mistake to recast social media entirely as an advertising-led, mass-distribution channel. Instead, we should remain committed to focusing on how we place ‘social thinking’ at the centre of marketing strategies. It’s about creating ideas based on understanding consumers not just as individuals but as members of connected communities. It means understanding the needs and motivations of people, and activating these through creative solutions that encourage connection, conversation and sharing.

Such insights are what takes communications from being interruptive content that, in the words of Banksy, “butt into your life, take a cheap shot at you and disappear” to ideas worth sharing. But, sadly, many marketers still believe a social idea is something that is just executed on social media – indicated by the all-too-common practice of taking a traditional broadcast advertising idea and attempting to “adapt” it for social channels. Such efforts, at worst, create the epic social media fail moments of our industry and, at best, have no impact at all.

Placing social thinking at the centre of marketing requires a shift in how brands and agencies collaborate, a shift in mindset in terms of how ideas work and a depth of understanding of what makes an idea truly social. We Are Social was created with this in mind. Our analysts work quantitatively to provide our teams with an understanding of communities and their behaviour. Our community managers give qualitative feedback based on the daily observations of conversation dynamics. Our strategists use these insights to ensure we’re reaching consumers in the most effective way. And our channel-neutral creatives produce ideas that people want to talk about. Every part of the agency has been built from the ground up to create truly social ideas.

Our “Live young January” campaign for evian shows how social thinking can drive an integrated strategy to create mass impact. At the heart of the campaign was the insight that January is the most miserable month of the year, with people sharing their misery through social channels. We took this insight to create a stream of daily content to cheer up commuters with evian’s ‘Live young’ message. It was one of the year’s biggest print and outdoor campaigns, and included content on Transvision screens and escalator panels in train and Tube stations across London, as well as experiential events and content for social channels. The campaign generated a 19 per cent year-on-year sales increase for evian.

Social thinking can help marketers understand their audience, and listening to their communities and conversations can not only help develop better communications ideas but also products that consumers will love and naturally want to talk about. Our “Get Well Soup” campaign for Heinz embraced this approach and has been so successful that it has now run for four consecutive years. This concept began with a social insight – recognising that people were sharing their complaints about colds and illnesses during the winter and that others were responding with sympathy. We provided consumers with the means to help their friends feel better: a personalised can of soup, sent via Facebook. The concept even formed the basis of Heinz’s winter TV ad.

Social ideas unlock real value in how brands can build deeper, more impactful relationships with people. Social ideas encourage active conversation – it’s built into their DNA. People naturally want to talk about them, which, in turn, drives them to understand and formulate opinions about the brands they engage with.

Of course, that’s not to say that social media isn’t important – of course it is. This is where consumers are spending most of their time now, even overtaking time spent watching TV. But being able to understand and use social media for the insight needed to develop social ideas is where the future lies. And the agencies that will deliver the best work for clients in this future will be those that are putting social thinking at the centre of marketing.

We Are Social’s Tuesday Tune-Up #151

by Debbie Mundell in News

Welcome to this week’s round up of social media news from across the globe!

Getty Images new role with Tropfest Australia
Getty Images has just been announced as the official photography, video and production music partner for Tropfest Australia. Entrant’s in the short film festival will now be able to source content from Getty Images’ and the brand will be the Official Photographer for Tropfest Australia, snapping images at Tropfest finals night and providing prizing for the winners.

Brownes Dairy: #THATSSOWA Instagram Campaign
As a way of celebrating life in Western Australia, Brownes Dairy has asked social media users across the state to share their favourite images of Western Australia using the campaign hashtag #THATSSOWA. The brand has been sharing images to their Brownes Chill Instagram account as well as curating and producing the below video showcasing the images and Western Australia. To date the campaign hashtag has been used a total of 1,292 times (ref: Iconosquare).

Sportsbet launch new Mobile Betting App
As a way of proving that their new mobile betting app is ‘Faster-er, Easier-er, Better-er’ Sportsbet has launched a new campaign proving how efficient and quick their app is to use. The ads targeted towards their majority male users demonstrate that despite a clingy girlfriend or with a phone fast running out of battery that it will still be possible to place a bet. The ads will run for 9 weeks across radio, TV and online channels. Take a look at the first ad here…

Facebook is moving messages
Facebook has announced that it will remove messages from its main iPhone and Android apps, forcing mobile users to download the standalone Messenger app. The change will be rolled out worldwide in the coming days.

Facebook to remove Gifts
Facebook is shutting down ‘Gifts’, through which users could purchase gifts for one another, effective from August 12th. The Gifts team is being reshuffled to concentrate on some of Facebook’s other commercial ventures, including the ‘Buy’ Button. Before you start getting emotional, here’s one last look at Facebook Gifts:


Instagram catching up with Facebook for marketers
Mercedes Benz is reportedly retargeting Facebook users who have previously seen one of its ads on Instagram. This is the first time that such integration has existed between the two networks, and may well be the start of something considerably bigger. Indeed, figures have been released this week that suggest Instagram is catching up with its parent company for branded content. Instagram saw 493,000 brand posts last year – a way behind Facebook’s 2.5m, but a year-on-year growth of 49%, compared to Facebook’s 22%. For Facebook’s 6bn total actions on those posts, Instagram saw 3.4bn, amounting to 6,932 actions-per-post, way above Facebook’s 2,396.

Instagram launch Bolt
Instagram has launched its second standalone app, Bolt, which it hopes will compete with Snapchat. The two share many similarities – you can send photo/video content with a single tap, annotate it with text and, of course, it disappears once it’s been viewed. However, Bolt is slightly different, as users are limited to a contact list of 20 close friends. It’s been launched in New Zealand, Singapore and South Africa first – expect a wider rollout pretty soon.


McDonald’s Instagram Ad Backlash
Whilst here in Australia we are waiting to start receiving ads in our Instagram feeds, another brand has recently been rolling out a campaign in the USA. McDonald’s ran a few different sponsored ads promoting their Bacon Clubhouse burger. The ads themselves did receive high numbers in terms of likes, however the comments received were largely negative. The images used by the brand were targeted towards the millennial market. Amidst expectations of revenues as high as US$100 million quarterly from paid advertising, Instagram is definitely going to be a channel where brands need to really understand how their target audience use the platform and their behaviour in terms of what resonates and drives high positive engagement.

Facebook add features to Slingshot
Facebook has updated Slingshot for the first time since its release. Users can now react to reaction messages as many times as they like, but will still be required to ‘unlock’ each first message by sending a shot of their own. There’s also a new ‘My People’ tab that makes adding contacts easier – it includes all of a user’s Facebook friends and mobile phone contacts.


Twitter has strong Q2, won’t rule out more changes
Twitter has released its Q2 financial report, which goes a fair way to answering some of its critics. It added 16 million new monthly active users, reaching a total of 271 million worldwide, while revenue grew 124% year-on-year to sit at $312m (of which ad revenue makes up $227m).

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Independent analysis by Socialbakers suggests that Twitter has improved its engagement, too. Analysing 11,000 different accounts between June 2013 and June 2014, Socialbakers found that the average interactions-per-month increased from 17,098 to 27,653. For brands, the increase was from 1,801 to 3,961, while media accounts went from 19,541 to 50,701.

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Increased engagement has been attributed at least in part to changes in Twitter’s user interface, making it more straightforward for new users. Indeed, Twitter CEO Dick Costolo was asked last week about implementing an algorithmic timeline, like Facebook’s, and refused to rule it out:

I think it’s fair to say that we are not ruling out any kinds of changes that we might deliver in the product, in service to bridging that gap between signing up for Twitter and receiving immediate value… you will see a number of kinds of experiments that we produce there.

Twitter is currently testing a change that appeals to ease of use, with some of the more common acronym hashtags accompanied by an expanded label to explain their meaning.

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Twitter embed linked tweets inside other tweets
Twitter’s changes don’t stop at the above. The platform now embeds linked tweets inside other tweets on its web version. To embed a tweet, simply include the link to it, and something like the below will appear.


LinkedIn increase Q2 revenue and launch ad product
Twitter wasn’t the only social network to reveal its Q2 finances last week. LinkedIn announced a total revenue of $534m (up 47% year-on-year), of which 60% came from within the USA. Marketing accounted for 20% ($106m) of the figure. The network is also looking for new revenue streams and is launching a new standalone product to offer a curated stream of updates (job changes, press announcements, status updates and blog posts) from target accounts, which could prove very useful for B2B advertising.

LinkedIn add ‘follow’ button
LinkedIn has rolled out a ‘follow’ button to millions of its members, which allows them to receive updates from another user without formally connecting. The button can be hard to find at the moment – it appears next to certain posts in the home page or via the ‘view recent activity’ option on a user’s page.


Pinterest acquire Icebergs
Pinterest has purchased Barcelona-based startup, Icebergs, which allows creatives to collaborate on projects online, using images, videos and other digital content. Luke Carrell, strategy director at We Are Social, spoke to ClickZ about the move.

Pinterest’s existing functionalities emphasize a sense of collaborative curation that just doesn’t exist on other platforms. Users and brands have taken notice, so it makes sense that Pinterest would look for ways to expand its offering around that.

Snapchat set for $10bn valuation?
A year after rejecting a $3bn takeover bid from Facebook, Snapchat could be set for a valuation of $10bn in its latest round of funding. Bloomberg has stated that the company is in talks with Chinese internet giant, Alibaba, though neither side has commented so far.

BMW to advertise on Medium
Medium, the blogging platform developed by the founders of Twitter, is set to include advertising for the first time. Its latest collection of articles, dubbed ‘Re:form’, will appear alongside sponsorship from BMW.

Mountain Dew trial ‘click to call’ Twitter ad
Mountain Dew has experimented with one of Twitter’s new ad formats, ‘click to call’. It has done so successfully, too: the competition tweet shown below received roughly 3,500 calls in total.


Red Bull create cardboard Vine
Marketing Magazine has run a piece on the best Vines of the week, with Red Bull taking the top spot. The energy drink combined an innovative use of its packaging with promotion for its upcoming Air Race.

Red Bull promote Air Race on Twitter
That’s not the only interesting social ad for Red Bull’s Air Race, either. The below promoted tweet, apparently made using ‘unsafe characters’, bleeds into the tweet above.

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Expedia create Facebook ‘Travel Profile’
Expedia is furthering its ‘Travel Yourself Interesting’ tagline with the creation of a pan-European Facebook campaign, dubbed the ‘Expedia Travel Profile’. The app scans a user’s profile for various travel-related pieces of information, such as the number of countries visited and most interesting form of transport taken, and creates an infographic from the results

Hellmann’s creates ‘Summer Hack’ videos
Hellmann’s is tapping into the online ‘life hacks’ trend, producing a set of YouTube videos called ‘Hellmann’s Summer Hacks’. Each one shows viewers how to turn an empty jar into something useful for summer, from miniature BBQs to solar-powered lanterns.

HSBC and We Are Social UK create ‘Your Future Self’
We Are Social UK and HSBC have teamed up again for ‘Your Future Self’, a campaign that celebrates how university can contribute to later life. First of all, the bank is releasing four separate documentary films, each focusing on an individual whose life was changed by university. This will be followed by a competition in which contestants submit a ‘future selfie’ of where they hope to be in years to come – winners will be selected for a donation towards their future.

NBA adds its Twitter handle to match ball
The National Basketball Association is looking to increase its number of Twitter followers by adding its handle, @NBA, to the official match ball. It’s potentially a nice move, but the font might need to be a bit bigger before we start noticing it all that often.