Here are all of the posts in the ‘News’ category.

We Are Social’s Tuesday Tune-Up #196

by Cat May in News

We are #gladeveryday

What makes you glad? The team at GLAD Australia are celebrating the return of the original cutter bar on their Cling Wrap with a campaign welcoming this consumer powered product change. After seeing customers taking to their social channels to express their complaints about the new cutter bar position, the brand has decided to change the packaging and bring the cutter bar back.

The community started sharing how “glad” they were about being listened by the brand, and a social campaign was developed to leverage this organic conversation trend within the community, inspired by their behaviour. Now, all Australians are being asked to share what makes them glad using the #gladeveryday hashtag for a chance to be rewarded every day. All content is being aggregated and is visible on a conversation hub, offering a great insight into what Australians are glad about.

Happy Social Media Day!

Whether it’s the highlight of your year or you think it’s just a Mashable gimmick, June 30th is Social Media Day and it’s time to celebrate. There are meet ups taking place around the country and the globe so keep an eye on the #SMDay hashtag to see what’s going on…

Twitter x TV = a whole lot of gifs

What does the return of The Voice mean for social media? It means a whole lot of gifs, if The Voice‘s Twitter profile is anything to go by. Since the launch of Twitter Australia’s TV dedicated handle, shows have been upping their game and anyone who follows The Voice can now request moments of the show to be tweeted in gif form. For a show all about the voice, the social media team is certainly trying to etch visuals into your memory…

 

Facebook is testing a mobile lead-generation ad unit
Another day, another Facebook mobile ad unit. The social network is testing lead-generation-based mobile ads that will allow users to sign up for newsletters or complete forms with two taps, with fields being pre-filled with the information Facebook already has about the user. If they sufficiently help to reduce the hassle of filling out details, the ads could be a real success.

facebook-lead-gen-ads-hed-2015

Jazz up your photos with Facebook’s new photo uploader
Facebook has introduced a new way to spruce up your photos by adding text, filters or stickers onto any of your photos. The functions may not exactly be revolutionary but Facebook is keen to stay on top of the game especially with the likes of Snapchat and Japanese messaging app, Line, already being early to the party. The new photo uploader is currently being tested but watch this space for when it is rolled out across iOS soon.

You can now use Facebook Messenger without having an account.
Not keen on using Facebook but want to stay connected with your friends? Do not worry – Facebook has this sorted. Starting in Canada, North and South America, users can sign up for the Messenger app without having a Facebook account. The change comes with a new “Not on Facebook?” button where people can then upload their phone contacts which will be matched with other Messenger users. The head of Messenger, David Marcus calls it ‘an augmented address book’ where a user will have all of their address book and the ability to search for everyone on Messenger.
11655972_10104580588066640_1480851693_o

Instagram revamps its ‘search and discover’ functions
From having a pretty basic ‘Explore’ function, Instagram has ramped it up a notch and introduced a whole new way of exploring and searching for photos. As well as a revamped explore feature, complete with trending tags, users can now search specific categories, location-based topics or even events in real time. The change brings Instagram into being at the forefront of real-time content alongside the likes of Twitter and Snapchat.

1-explore_trending_tag_places.png

Snapchat gives advertisers the hard sell
Snapchat took a very temporary break from being cool last week and released a no-fun infomercial about Snapchat‘s ads. In a zero fuss, zero enjoyment video, Evan Spiegel explains how Snapchat’s full-screen ads slot between its content while Facebook and YouTube’s are either annoying pre-rolls or only fill part of the screen.

Bringing back the Mayor!
Location-sharing app, Swarm, has brought back mayorship to the delight of… no-one, really. Since launching off the back of Foursquare, the app has slowly declined in the ranks and it seems the latest efforts may just be a bit too late.

Happy birthday to Reddit!
User-generated blog Reddit celebrated its 10th birthday this week. Since the website was set up 10 years ago there has been 190,227,552 posts, 36,136,190 user accounts and 1,715,454,785 comments… only 0.36% of which mention cats. Reddit is now so huge that its current active users would make up the 8th largest population in the world, just after Nigeria and larger than Russia, Japan, and Mexico.

Crocs goes creative
Summer is a big season for crocs and to really push sales, the brand has recently partnered with Twitter to create a new, interactive campaign. Consumers can pick a pair of crocs and an outfit of choice for a model to wear… whilst going down a waterslide. The content will live on a micro blogging site called Funway Runway and will be a ‘cross section of fashion, fun and footwear’.

crocs-twitter-header-hed-2015

Lilly Pulitzer collaborates with Snapchat
American brand, Lilly Pulitzer has collaborated with Snapchat in offering custom prints to add to customers own Snapchat photos. When a user enters a store they can automatically add a printed ‘geofilter’ to their photos. Jane Schoenborn-Paradis, vp of creative communications at Lilly Pulitzer commented on how (Snapshat) “is such a visual platform and allows us to share our prints and enforce what we’re known for in a fun way.”

lp2

lp

Facebook shows its support for same-sex marriages
Have you noticed that your Facebook News Feed is looking a lot more colourful? After the U.S. Supreme Court ruled that same-sex marriage is now a fundamental right, Facebook launched the new ‘Celebrate Pride’ tool where users can show their support of marriage equality by adding a rainbow filter over their profile photo.

Mark-Zuckerberg-Celebrate-Pride

It’s not just Facebook that’s shown support for the latest ruling in America. Lots of brands have leapt on the back of the same-sex marriage legalization and have demonstrated their support in a variety of ways:

Screen Shot 2015-06-29 at 16.49.25

Screen Shot 2015-06-29 at 16.49.15

Screen Shot 2015-06-29 at 16.51.06

tagged: , , , ,

We Are Social redraws the globe according to Cannes; launches interactive ‘Cannesogram’

by Lisa Collins in News

Campaign Brief has published this post We Are Social redraws the globe according to Cannes; launches interactive ‘Cannesogram’ and have been kind enough to let us republish it in full.

Screen Shot 2015-06-23 at 8.11.20 pm-thumb-400x206-189012

Global agency We Are Social is celebrating Cannes creativity with an interactive cartogram, presenting the past ten years of the Cannes Lions according to the countries that have won them.

The agency has developed the ‘Cannesogram’ to show which countries have been most successful across a number of key categories at the awards. The countries are displayed with a combination of colour and size changes according to how successful they have been in the revered adland awards.

According to Suzie Shaw, managing director, We Are Social, Australia:

“The Cannes Lions Festival of Creativity continues to set the benchmark for industry excellence. The evolution of the awards as a truly global representation of creativity can be seen in the cartogram. While the US and Europe are still creative powerhouses, the rise of new creative contenders in South America, Africa and the Middle East reflect the globalisation of creativity and the increasingly connected nature of communications. This is particularly true with socially-led creative thinking, which has connected brands and their audiences as never before.”

Hovering the cursor over a specific country brings up its record of Cannes Lions wins – Grand Prix, Golds, Silvers and Bronzes. Users can also drill down into the various categories represented in the Cannes Lions: International Festival of Creativity and use a timeline to find out which countries were most successful in specific years.

James Nester, creative director at We Are Social, and a Cannes Lions Cyber judge for 2015, said the exercise provided an illuminating insight into global creativity:

“There’s always a lot of debate about which countries do best at Cannes. So we thought we’d use data to show the world according to Lions wins. It’s fascinating to see how fast the creative landscape has changed. And it’s revealing to see that different countries consistently own different categories.”

We Are Social’s interactive cartogram is based on data from Cannes Lions: International Festival of Creativity, between 2005 and 2014. Among the interesting patterns it reveals are:

  • Cyber is consistently dominated by the US, Europe and Japan.
  • Film is still a category the UK rules, alongside the US.
  • Outdoor is ruled by Brazil, with Europe also performing consistently.
  • The UK and Europe have been doing well in the relatively new category of PR.
  • Brazil rules in terms of press.
  • South Africa is the king of radio.
  • Awards have been more widely spread as the decade progressed. While US remains strong, countries like Russia, Turkey and the UAE have made it on to the map. South American countries have also shown in a post-2011 spurt.

The Cannesogram is available here: http://wearesocial.net/cannesogram/

tagged: , , ,

Five reasons people share content (and how you can harness this)

by Lisa Collins in News

B&T recently published this article by me Five reasons people share content and how you can harness this. They have been kind enough to let us republish it in full.

share_box_img-1260x840

Rather than focusing too narrowly on creating ‘shareable’ content, perhaps as marketers we should be looking to connect more deeply with people’s emotions, argues Lisa Collins, public relations manager at social media agency We Are Social.

What makes people share content?

I’m not the only person to ponder this question. The New York Times conducted a study ‘The Psychology of Sharing: Why People Share Online’ with a group of self-proclaimed heavy online sharers, who revealed what motivates them to share with others.

  • 85 per cent say reading other people’s responses helps them understand and process information and events
  • 73 per cent say they process information more deeply, thoroughly and thoughtfully when they share it

So we could conclude that as humans the act of sharing helps us to comprehend more deeply. But the question still remains…why?

The study concluded that “sharing is all about relationships” and “trust is the cost of entry for getting shared”. According to the research marketers should “appeal to consumers’ motivation to connect with each other — not just with your brand”. They recommend that we “keep it simple…and it will get shared…and it won’t get muddled” and we should “appeal to their sense of humour” and “embrace a sense of urgency”.

But how does this really help us when it comes to creating content that motivates people to hit the ‘share’ button?

Perhaps a study by the University of Pennsylvania can help unlock the puzzle. For six months researchers studied The New York Times list of most emailed articles, checking it every 15 minutes. The study revealed that readers preferred to share positive rather than negative articles, and upon deeper analysis, researchers concluded that there was an element of ‘awe’ that seemed to permeate the shared articles.

The Penn researchers defined the quality of awe as an “emotion of self-transcendence, a feeling of admiration and elevation in the face of something greater than the self”.

They used two criteria for an awe-inspiring story: Its scale is large, and it requires “mental accommodation” by forcing the reader to view the world in a different way. “It involves the opening and broadening of the mind,” writes authors Dr. Berger a social psychologist and a professor of marketing at Penn’s Wharton School and Dr. Milkman, who is a behavioural economist at Wharton.

So is it possible to inspire awe in our audiences? Perhaps that is a lofty ambition, however, there may be something to be learned from these studies.

In his analysis of The New York Times study social media guru Jeff Bullas claims there are five reasons that we share content with others:

1. To bring valuable and entertaining content to others

2. To define ourselves to others

3. To grow and nourish our relationships

4. Self-fulfilment

5. To get the word out about causes and brands

Rather than focusing too narrowly on creating ‘shareable’ content, perhaps as marketers we should be looking to connect more deeply with people’s emotions. If trust is indeed one of the core values we need to foster with our audience, then it makes sense to spend time developing sincere relationships with our communities.

As we know, developing trust takes time but the benefits can be huge. By helping communities develop their own sense of identity we can hope to share their emotional motivations and tap into the fundamental nature of ‘awe’ – that “feeling of admiration and elevation in the face of something greater than the self”. If we are less focused on ourselves and more focused on earning the respect of the group we may just become ‘awesome’ and in doing so, become eminently shareable.

tagged: , ,

We Are Social’s Tuesday Tune-Up #194

by Ray Phan in News

Snapchat CEO takes main stage at Cannes

Evan-Spiegel-1_071_0

25 is the age of the constant battle between stable relationship vs. fast food & Netflix. This is definitely not the case for Snapchat’s Founder & CEO Evan Spiegal as he prepares for his first trip to the Cannes Lions International Festival of Creativity. It’s no surprise that advertisers want to get in front of the 100 million obsessive consumers who use the app religiously. It’ll be interesting to what happens when Spiegal takes the stage to pitch the 10 second #foodporn/#gymselfie/#lookatmeimonholiday mobile messaging app to 6,000 of the agency world’s top creatives and deal makers.

Facebook releases new photo sharing app Moments

858876_10152091611951247_8281381814677415663_o

After a futile attempt to dethrone Snapchat in the ephemeral messaging game with “Slingshot“, it was time to get back to the drawing board. Utilising existing facial recognition technology, Facebook has released a new Moments app that will give users the ability to “create private group spaces where you share photos and memories with the people you care about”. Brace yourselves for the resurfacing of shameless drunken photos of you and your crew getting up to no good.

Twitter will remove 140 character limit on DMs

image-1

Sometime in July, Twitter will be removing the character limit on direct messages. No, the character limit removal will not be imposed on regular tweets, however you’ll finally be able to slide into someone’s DMs with more than 140 characters. Rejoice.

Twitter showing ads based on downloaded apps

candy-crush-2

Advertisers are now able to show you ads based on the apps you’ve previously downloaded. Those with Candy Crush or Clash of Clans installed, don’t be surprised to see an ad for Fitness Buddy, it’s probably for the best.

Twitter update allows users to share block lists

20262

Twitter update now allowing users to share block lists with peers. Great feature for those who suffer a high volume of unwanted interactions on Twitter. Not so great for those who are “in the mood 4 dirty fun hehe xoxo”.

Instagram revamps website

Desktop-Photo-Detail

Instagram has recently redesigned it’s website. The overdue update features a more dialled back approach, giving the website a very clean and modern feel but also allowing room for the significant increase in image size. As a result there will definitely be an increase in users using Instagram on their desktops (at least on my end anyway).

 

Renting social is good, but owning is even better

by Amaury Tréguer in News

Marketing Magazine recently published this article by me Renting social is good, but owning is even betterThey’ve been kind enough to let us reproduce it in full below.

Facebook may have the volume of users, but it also has the controlling power to limit brands’ organic reach – which it is increasingly exercising. Amaury Treguer of We Are Social suggests that creating brand-owned social content hubs could be the answer.  

key-in-hand-sl

As marketers continue to grapple with the ever-changing nature of social platforms, one thing has become clear: the days of vast organic reach on Facebook and other social channels are over. Social platforms continue to evolve their revenue models based on charging marketers rather than users, so brands have to adapt their strategies to survive.

Organic reach on Facebook is dropping month-on-month. In addition to the changes made by Facebook, the sheer number of brands competing for space on users’ newsfeeds continues to increase, further reducing brands’ exposure to their audiences. Social platforms also continue to change their agendas and strategic direction without warning. For example, Facebook’s shift towards becoming a video platform and the continued monetization of Twitter, Instagram and other networks, effectively leaves marketers to ‘rent’ space on the platforms rather than ‘owning’ it. Brands are also at the mercy of inexplicable social platform algorithms, that even the platforms can’t explain – who knows what’s next?

As a result of the changing social landscape the very definition of what constitutes an ‘owned’ channel has changed. Facebook and Twitter’s increased focus on advertising revenues have pushed them into the ‘paid’ media space, leaving marketers to redefine what ‘owned’ channels look like for their brands.

It’s important brands don’t leave themselves at the mercy of these ever-changing algorithms and shifting strategies. By developing new channels for their content, marketers can leverage their social assets and extend their digital eco-systems with new owned channels. Blogs are not the only option. Brands are increasingly developing content ‘micro-hubs’ housing aggregated content from their social channels. Snickers and Pepsi have both created successful content hubs, where their communities can go to add, discover, and share content.

Micro-hubs are not without their challenges. Driving traffic to the newly created channels is crucial for success. Using paid media such as Google Adwords and the advanced targeting tools of Facebook and Twitter ads are effective for creating awareness. Using social logins (e.g. Facebook, Twitter, Linkedin) can facilitate sharing and conversation, resulting in increased engagement with the community.

Ultimately, it’s not about the social platforms or a brand’s channel ecosystem, but about creating genuine dialogue. The aim of marketers still needs to be on facilitating conversations – between individuals and between brands and their audiences, wherever they happen. Creating ‘owned’ channels is an important part of this process and offers brands an insurance policy against the ever-changing social landscape.

tagged: ,