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We Are Social’s Tuesday Tune Up #185

by Amaury Tréguer in News

Dumb Ways to Die for Games of Thrones.

To celebrate the launch of the season five of Game of Thrones, Egor Zhgun has decided to parody the famous Australian Dumb Ways to Die song made originally for Metro Trains in Melbourne. This video that already counts more than 880,000 views, highlights different ways the characters on the show die throughout the past four seasons.

You drink, Uber drives…

Another great stunt by our friends Uber in Canada: In order to prevent Canadians to drink and drive, Uber has decided to launch Uber Safe. The principle is simple, people are offered to test their level of intoxication on a roadside breathalyser. If you are above the limit, Uber drives you back home for free. How good is that!

Facebook reveals messenger.com

Still reeling from the passing of MSN Messenger? Well, it’s good news for desktop chat fiends, as Facebook has launched a dedicated web interface for its Messenger app. It’s available to English speakers worldwide. Of course, you can still message via facebook.com if you prefer.

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Twitter updates RTs, Search and app brand profiles

Twitter has updated its retweet feature, making it much easier to add a comment before sharing a RT with your followers. You can see how it works in the below example, which I just found on the internet somewhere and definitely didn’t spend time creating.

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The network is also making a couple of updates to its ‘Search’ function: detailed ‘trending topics’ within Search are replacing ‘Discover’ on mobile, while they’re experimenting with simplifying the desktop layout, including an option to view ‘Live’ tweets in chronological order.

Finally, they’re are testing letting businesses pin an app to the top of their profile in Twitter’s iPhone app. The feature is currently being tested by the likes of Periscope and Uber.

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Interactive cards to appear on YouTube ads
YouTube is now allowing advertisers to add interactive overlay cards to skippable video adverts. This allows brands to include more information and could well be lucrative for YouTube; now, if viewers skip an ad but click on the card, the platform will still receive a fee.

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LinkedIn buys Lynda.com
LinkedIn has made its biggest acquisition to date, the $1.5bn purchase of online education site Lynda.com, home to videos and tutorials on everything from Photoshop to web development. LinkedIn users will now receive prompts to relevant courses, as explained by content head Ryan Roslansky:

 

Imagine being a job seeker and being able to instantly know what skills are needed for the available jobs in a desired city, like Denver, and then to be prompted to take the relevant and accredited course to help you acquire this skill.

Ad Age discussed the value of the move beyond LinkedIn’s plans around “connecting people to opportunity”. It will provide access to Lynda’s data and all that entails; we could well see the ability to serve ads to those who have completed certain courses, or recruiters being notified when they do so.

LinkedIn launches Elevate
LinkedIn has unveiled its latest app, Elevate, which suggests articles to users and allows them to share said stories across LinkedIn and Twitter. Anyone can download the app, but you’ll have to pay to use it. If you do subscribe, expect to see more networks, such as Facebook, added soon. screen-shot-2015-04-13-at-04-13-43

Snapchat’s Coachella filters
Snapchat released a set of time-specific geofilters for Coachella. Each related to a certain artist and was only available while they were on stage. Sadly, there wasn’t one for Shorty Jizzle and the Plumber Cracks.

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Brands jump on Instagram’s carousel
A number of brands are using Instagram’s new ‘carousel’ ad feature, which includes four photos and a link. Examples we’ve seen so far: Old Navy has produced a day-in-the-life series, Showtime has highlighted characters from ‘Penny Dreadful’ and Tiffany has juxtaposed a watch with New York architecture.

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Mountain Dew turns fan tweets into ads
Mountain Dew has brought back its popular Baja Blast flavour for a limited period. To promote this, it started posting discreet images of the flavour on its social channels, without making an overt announcement. This led to a fair bit of excitement on Twitter and beyond; the brand is now using celebratory user-generated tweets in its own online ads.

Stuart Weitzman combines Instagram and Facebook ads
Fashion brand Stuart Weitzman has launched a campaign that ties together Instagram and Facebook ads, as users are served videos on the former, followed by product posts on the latter. The promotion also includes the use of cinemagraphs, which, in the words of fashion icon Mugatu, are so hot right now. Boho

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The Generation Game

by Graham Jenks in News

I recently judged this brilliant case study for Paddy Power’s World Cup campaign that you probably saw last year. I’m pretty sure that Paddy Power brainstorms are a fun, outspoken and edgy place to be.

This reminds me of a few years ago when I found myself at the hands of a ‘brainstorming consultant’ who had us playing ‘idea catch’ around a boardroom table. One of those awkward ‘if my friends could see me now’ moments.

Systems and exercises to think outside the box and generate ideas are nothing new. I’m glad to say that most of the methods I have had the joy to sit through generally don’t work.

This is good. Creativity can’t be automated just yet and is seen as one of the last bastions against the rise of the machines. Creativity is about connecting stuff that’s unconnected and our brains are pretty good at it.

So I have a suggestion to throw into the circle which is easy to do and is, well… fun. If you’re a creative reading this I’m sure you have lost count of the times when you have filled the walls with ‘on brand’ ideas and started to run a bit dry.

My advice at this point is to throw caution to the wind and come up with some funny, rude and un-pc ideas. Basically something that would get you fired if it ever got near the client.

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Scamp credit: Tom Bellamy, additional details by Nick Hearne

In my experience coming up with ideas that you could never run leads to something that you can. After all, the best work often pushes the client and brand outside its comfort zone and stretching this can lead to something fresh and unexpected. Something Paddy Power is great at it.

After all, if you don’t have fun coming up with an idea, how can you expect people to have fun sharing it.

 

 

We Are Social’s Tune Up #184

by Abrye Redeker

Landmark win for ‘Dallas Buyers Club’

Australians who pirated the movie Dallas Buyers Club may be in trouble. A Federal Court judge  ruled in favour of Voltage Pictures and has ordered several Australian internet providers to share the personal details of 4,726 customers. The customers on the list allegedly seeded the movie on BitTorrent.      

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Australian Taxi vs. Uber War

A competition review has heated up the battle between Uber and the taxi industry in Australia. The Competition Policy Review by Ian Harper highlighted the increasing costs and lack of innovation due to taxi regulation in Australia. Will Australian regulation be able to adapt to change? Uber is  one of many major rideshare apps to enter Australia, with several more waiting to step into the market.

The reach and engagement of US social

comScore has released its 2015 US Digital Future in Focus report, which analyses the reach and engagement of major social networks. Facebook is, quite literally, off the charts, at least in the case of the below graph. It reaches 81% of the total digital population and amasses 230bn minutes of engagement; Instagram follows in the latter category with 122bn, while Google+ is runner-up for reach at 38%.

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Choose your preferred page audience on Facebook

Some Facebook page admins are seeing the option to designate a ‘Preferred Page Audience’. The feature, which has reportedly been on trial since February, allows an audience to be selected by location, interests or age, making it more likely that the page will be shown to the most relevant people.

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Facebook launches Riff

Facebook wants people to create collaborative videos with its new app, Riff. The brand new offering allows users to shoot a video of up to 20 seconds, give a title instructing others what to do and watch as their friends’ clips join together to create a unified video.

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Tinder’s first video ads

Tinderers! Your right-swiping finger is set to get a brief rest, as the app has launched its first video ads. Initially these are US only, in partnership with Bud Light; Tinder’s trying a number of different video lengths.

NY auto show is a hotbed for live streaming

Both Meerkat and Periscope are already taking off with major brands, nowhere more than at New York’s auto show. A total of four new cars were revealed across the two platforms; Mercedes on Meerkat, Jaguar and Nissan on Periscope and Toyota on both.

Chevrolet makes the #BestDayEver out of April 1st

The folks over at Chevrolet had had enough of April Fools’ Day pranks, so they decided to transform April 1st into the #BestDayEver. In conjunction with comedy network Jash and a host of influencers and celebrities, from Manchester United FC and Olivia Wilde to Tyler Oakley, the auto brand set up positive pranks for unsuspecting Americans, including makeovers, free pizza and a live Kelly Clarkson gig.

Poltergeist scaring Twitter with #WhatAreYouAfraidOf

Fox is promoting its new horror film, Poltergeist, by asking Twitter users #WhatAreYouAfraidOf. The movie studio is replying to people who use the hashtag with custom images, gifs and videos created from the film. If you’re a big fan of horrifically scary clowns, then definitely watch the example below.

Dress gets promoted by 50 Instagrammers

Fashion retailer Lord & Taylor got 50 Instagram influencers to wear the same dress. Aside from making for a very awkward party, the move was clearly a success, as the dress sold out straight away. It’s an interesting piece of influencer engagement, but one that has raised questions in a piece by Digiday. The article argues that a number of the posts were not properly disclosed as per FTC guidelines and goes on to suggest that, should bloggers and other online influencers become too ready to mix sponsored content with their own, it may lead to a breakdown of the relationship between creators and their audiences.

Hellmann’s turns fan comment into TV ad

What do you get when a Facebook fan says your product is the best thing ever created? You use it as the cornerstone of a £15m campaign, obviously. Hellmann’s features a fan comment as the tagline of its new TV ad, which compares its mayonnaise to the lightbulb, roller coaster faces and the internet.

Clarks creates WhatsApp campaign for desert boots

Clarks Originals has launched a WhatsApp campaign to celebrate the history of its desert boots. Users can add three different accounts to get updates about different subcultures to whom the boot has been important: mods, rudeboys and ‘the enraged’. In other news, I’m literally wearing a pair of Clarks desert boots right now. They’re black suede.

RBS chairman leaves his job after Snapchat debacle

A dad sends selfies to to his daughter via Snapchat, she then uploads them to Instagram. It’s a wonderfully cute story for the 21st Century. Unless, of course, you’re RBS chairman Rory Cullinan, who has left the bank just weeks after his ‘bored at work’ snaps were discovered by the national media. The perils of screengrabs, eh?

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We Are Social’s Tune Up #183

by Abrye Redeker

Brands take advantage of the gullible on April 1

QANTAS added a U to their name, Google turned Maps into a giant Pacman game & Vodafone announced an emoji phone – these are just a few of the gags featured in Mumbrella’s 2015 April Fools Roundup.

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Fans celebrate Australia’s Cricket Win on Twitter

@CricketAUS took home the 2015 Cricket World Cup in a triumphant victory over @Blackcaps.  With 86.4 million tweet impressions, this final was among the most talked about games of the tournament. Find out the match’s most talked about moments in Twitter’s recap of how #CWC15 played out on their channel.

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Facebook launches new Messenger Platform

Facebook has rolled out its updated Messenger Platform, as predicted by last week’s Mashup (not to say we told you so). Users can now share content including GIFs and videos through a number of third-party partners, such as ESPN, JibJab and Giphy.

Messenger Platform

Facebook adds new video features

Facebook has made a few updates to its video offering. First of all, you can now embed video on other websites by copying and pasting an HTML code.

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Meanwhile, there have been a few changes to the video API, divided into three categories: control, customise and ‘other’. ‘Control’ improvements include limiting an audience by age/gender/location, adding an expiration date and posting to a page but not the News Feed. ‘Customise’ add-ons allow customisable thumbnails and subtitles across multiple locales and ‘other’ posts look to make the upload process more efficient. The changes come with a new set of publishing partners for video.

New Facebook comment functionality

Facebook announced a new commenting system, which curates comments on web pages and Facebook links to those pages, then displays them simultaneously. Would you be interested in an illustrative GIF? I’m sure you would.

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Instagram launches Layout app

Instagram has revealed a new standalone app for iPhone, named ‘Layout’, which allows the creation of photo collages. Naturally, some brands have been quick to jump on it, including Victoria’s Secret and Sephora.

 

 

  A photo posted by Sephora (@sephora) on

 

Twitter launches Meerkat rival

Twitter has launched Periscope, a live video streaming app that looks set to rival (and quite possibly outdo) Meerkat. Users can notify some or all of their followers when a broadcast begins, see viewers as they join and comment live. Unlike Meerkat, videos can be stored in the camera roll and viewed in the app for up to 24 hours. Adweek produced a piece on first impressions, which you can read in full here; by and large, people seem impressed. It’s slicker and more polished than Meerkat, simple and easy to use. The only problem? Meerkat got there first. We’ll look forward to seeing how this one pans out.

As with anything that’s almost a week old, brands have rushed to get involved. Some good examples include adidas’s live stream of Rodríguez signing a new Real Madrid contract, Spotify posting behind-the-scenes content with Irish folk singer Conor O’Brien and Red Bull sharing exclusive video content from its Miami Music Week events.

Twitter and Foursquare partner for location services

Twitter and Foursquare have revealed a partnership that will allow Twitter’s location feature to be more specific, including landmarks and businesses, rather than just cities or areas. Foursquare CEO, Dennis Crowley, penned a blog post in light of the move, in which he discusses how the company has moved on since its initial focus on check-ins. The key takeout?

The big idea was to create a system that could crawl the world with people in the same way Google crawls web pages with machines.

Twitter starts testing autoplay video

Twitter is trialling autoplay videos for a small number of US-based iPhone and iPad users. Some will see an entire video autoplay in a loop, others will get a looping six-second teaser clip.

Brands and One Direction

So Zayn Malik left One Direction. Try and hold back the tears by looking at these examples of branded social media content, including Lidl cutting the price of One Direction easter eggs by a fifth.

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Mobiles Surge Ahead in APAC

by Jason Mander in News

The team at GlobalWebIndex joined forces with We Are Social again for our new APAC Digital report, which we published recently. In this guest post, GWI’s Jason Mander shares his take on one of the hottest digital trends in APAC, and what it means for marketers.

As We Are Social’s new Digital, Social and Mobile in APAC 2015 report makes clear, Asia still lags (considerably) behind regions like North America and Western Europe when it comes to internet penetration rates. In places like India, for example, fewer than 1 in 5 adults are going online – which means internet populations in these countries tend to be skewed towards young, urban and affluent segments.

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These demographic trends are one of the major reasons why fast-growth markets are typically at the forefront of many digital behaviours such as social networking engagement and mobile internet usage. But it also shows why mobiles are so key to the future of this region: each year, tens of millions of APAC consumers are coming online for the first time, and many will be doing so via mobile.

Of course, the migration away from PCs and laptops towards mobiles has been much documented. But GlobalWebIndex’s long-term data on this area shows just how rapidly the switch is occurring in APAC; as our chart below makes clear, the average time per day that digital consumers in APAC are spending online is on the rise, but this is being driven almost exclusively by mobiles.

In fact, while the last three years have seen little change in the amount of daily time captured by PCs/laptops, the figure for mobiles jumped from 1.44 in 2012 to 2.21 hours in 2014. In terms of share, that means mobiles now account for 34% of time spent online in APAC, up from 25% in 2012. This pattern shows no sign of slowing: each year, mobiles are becoming more and more important gateways to the internet.

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Age-based patterns are particularly telling, here: the younger the individual, the more time they typically devote to the mobile web (with smartphones now accounting for 39% of total time spent online among 16-24s versus just 19% for 55-64s). In contrast, time devoted to linear TV and traditional radio increases in line with age, so it’s not simply that 16-24s are ahead for all media consumption behaviors. Rather, it’s that they’re leading the charge towards anything digital, and toward mobile usage in particular.

As always, generalisations are a dangerous thing, here. Across APAC, average time on the mobile internet per day is typically lowest in places such as Japan, Australia, Singapore and South Korea – where high internet penetration rates mean that online populations have much more balanced age profiles. But that mobiles are the devices carrying all the momentum in this region is beyond doubt.

Read the full Digital, Social & Mobile in APAC in 2015 report here.

 

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