Here are all of the posts in the ‘Uncategorized’ category.
Snapchat founder: ‘It’s weird when brands act like buddies’
As more and more brands look to Snapchat as a way of connecting to their audience, founder Evan Spiegel believes it’s important for them not to act like they’re people.
Speaking from Cannes Lions festival of Creativity, Spiegel said:
The thing that’s different with brands is that brands maintain the same identity and message for a long period of time, but change how they express it. But people change every day, so if you’re building a product for a brand it fundamentally has to be different than for a person. From a more human level we just think it’s weird when brands try to act like your pal. I mean be friendly, but not a buddy.
International Social Media Day – Put it in your diary folks!
It’s nearly time to pay homage to something very close to all of our hearts… In 2010, Mashable launched Social Media Day to celebrate and acknowledge the important role these tools play in our day-to-day lives.
Whilst everyday is Social Media Day for the majority of us, June 30 marks the sixth-annual official global celebration. Get involved by following @MashableEvents on Twitter for #SMDay updates.
Facebook announces significant updates to Ad Manager, Power Editor
Facebook have announced significant updates to its Ads Manager and Power Editor tools to create and manage ads on the social network. The changes are aimed at enabling advertisers to more easily buy, optimise and manage ad campaigns on Facebook. The social network has outlined the changes in a Facebook for Business post, saying:
We want every Facebook advertiser to get incredible value from their ad campaigns, and one way we can help advertisers do that is by offering tools that make ad creation and management simpler. So we revamped both Ads Manager and Power Editor to make it easier to create, optimise and monitor ad campaigns. Starting today we’re rolling out updated versions of both tools with simplified layouts and new features, so advertisers can get more value with less effort on each campaign.
Facebook to order News Feed by time spent on stories
Here’s a sentence I type a lot: Facebook is making changes to its News Feed. This time, it’s based on how long you spend reading a post compared to others. The more time you spend, the higher up similar stories will appear. Here’s the thinking, according to Facebook software engineer, Ansha Yu:
We’ve discovered that if people spend significantly more time on a particular story in News Feed than the majority of other stories they look at, this is a good sign that content was relevant to them
Facebook Moments looks to unearth phone photos
Facebook has released a new app, called ‘Moments’, for iOS and Android, which helps you organise the hundreds of photos you’ve left on your phone. Using face recognition technology, Moments scans your phone for any images that feature your friends and allows you to sync these to the relevant people with a couple of taps. Nobody’s tagged me in anything yet, but that’s totally cool. I’ve got loads of friends. It’s only a matter of time.
Brands are getting more social engagement than ever
People are engaging with branded content more now than ever before. Analysis of over 100,000 brands by social analytics firm, Shareablee, found that engagement with branded content in the US rose 52% between Q1 2014 and Q1 2015. The study, which took into account Facebook, Twitter and Instagram, concluded that this increase owes more to the number of interactions per post than it does to the total volume of content.
Social customer service is still below par
Research from Socialbakers that came out last week has found that four in five questions to US companies on Twitter go unanswered. Tut tut. Facebook fared better in that study, with 60% getting a response, but that was contradicted by a study from Locowise. The company found that 87% of Facebook posts on brand pages went unanswered. Even louder tut.
Twitter now autoplays videos and GIFs
Autoplay video is an increasingly common phenomenon in social, so it’s no surprise that Twitter has got in on the act. Both GIFs and videos will now autoplay on the network – for the latter, you enable sound by clicking on the clip. It’s good news for brands, especially as the network has announced a 100% viewability rule for ads, meaning that you only pay for a video ad if it’s 100% in view of the user.
Twitter adds product pages and celebrity collections
Twitter is looking to get more shoppable and has added product pages to support its Buy button. Each one includes multiple tweets, product information and the button itself, as you can see in the below example. The network has enlisted the help of celebrities to promote the move, with ‘collections’ of product pages from the likes of Demi Lovato, LeBron James and the Captain of the USS Enterprise himself, William Shatner.
Twitter ready for revamp with Project Lightning
Twitter has revealed its plans for the future to Buzzfeed, which involve complete renovation of the platform. ‘Project Lightning’, as it’s been named, is Twitter’s attempt at event-based curation. A revamped Twitter will feature a set of pages about current events, each of which will include instant-load photos and videos, curated by a dedicated editorial team. The content can then be embedded on pages across the web.
Wired has published a piece about what this might mean for Twitter, focussing on the platform’s key function: helping people find out what’s happening. The move could make the network more user-friendly and accessible, allowing it to better fulfil that purpose to a whole host of new users.
Snapchat tests branded geofilters
Snapchat is turning its geofilters into an ad unit. McDonald’s is the first brand to test the feature, paying the network to include a branded geofilter, which Snapchatters can add to images taken in any US McDonald’s outlet.
Pinterest updates search and adds verified users
Pinterest has updated its search feature, making it easier to locate individual users and boards. Pinners and boards are now shown separately from topics, while the new ‘verified users’ feature adds a red tick next to such accounts.
LinkedIn tests Groups, LookUp and new messages
LinkedIn is testing three new features: Groups, LookUp and a messaging overhaul. The first two are apps; Groups will alert users when messages are posted to groups they belong to, LookUp will allow them to more easily find their coworkers. As for messaging, the network is looking to streamline messages for easier communication on all devices. It’s not yet clear when any of these features will become available, or indeed if all of them will.
Drumstick sponsors Periscope streams for Summer Solstice
Nestle’s Drumstick, an ice cream brand, ran the first ever sponsored Periscope streams, in line with the Summer Solstice. A number of influencers posted streams on their own channels, including the hashtag #ad, which were supported by promoted tweets from Drumstick.
Cadbury and Vegemite’s food mash up
Many thought it was a social media hoax, but Cadbury’s Vegemite-flavoured chocolate is real and will be out in stores in just a few weeks! The add campaign on social media has been buzzing for quite a while already with the hashtag #chocpluswhat. The main line of conversation has been about how wacky the flavour will actually be… Get ready for its’ official launch on 1 June. Limited edition though, better be quick!
Snapchat launches video ads
Snapchat has updated its offering for advertisers by unveiling 10-second ads that cost two cents per view, creating a way for publishers using the ‘Snapchat Discover’ feature to generate revenue. Announced at the Daily Mail/Elite Daily Digital Content NewFronts presentation last week, Daily Mail North America CEO Jon Steinberg described the move as “the next iteration of social content”. OK, Jon…
LinkedIn introduces analytics tool
LinkedIn has added a number of new features in recent years to enhance its offering, most notably a publishing platform which allows users to write and share blog posts about their industry or working lives. This week, LinkedIn announced this feature is getting an update in the form of an analytics tool to allow authors to better track the traffic their posts receive. Content creators will be able to see demographic information of their readers, as well as who liked and shared their posts.
Enter Instagram competition to win a weekend in Canterbury
Instagramers, bloggers, this is for you! Christchurch tourism is using Instagram images in their latest digital campaign to showcase the South Island region. The month-long campaign called ‘Can Do in Canterbury’ will illustrate the experiences available in Christchurch and Canterbury through videos and images from bloggers and instagramers who have recently visited the region. And yes there is a prize: a weekend in Canterbury with two $500 Jetstar vouchers and a five-day car hire up for grabs. Also, the winning entry will be turned into a “personalised speed reading video” to be pushed out through the tourism board’s social channels. Not bad right?
Google+ launches ‘collections’ feature
The Google-owned social network Google+ has launched a new feature, ‘Collections’. It will allow users to curate and collect content around a chosen topic or interest, in a similar style to a Pinterest board. The company says the decision to launch the feature came from observing user behaviour; people were connecting around shared interests and wanted a better way to organise content relating to these. Early testers have created collections about video games, make-up and hacks.
Instagram reaches 5 million monthly users in Australia
At a recent event for digital agencies, Facebook/Instagram have released some new statistics on the number of users. 5 million right? That represents over 30% growth in the last 12 months. Not bad compared to Facebook’s prized messaging app – WhatsApp – that currently has half that amount of users. No doubt that figure will show some mercy and continue to grow along side Instagram.
Making milk a digital brand for Mother’s Day
The California Milk Processor Board, who brought us the well-known ‘Got Milk?’ campaign from 1993, has launched a modern-day celebration of milk and its association with Mums. #SongsForMums campaign ran this Sunday for Mother’s Day, asking fans to tweet the reason they loved their mum using the hashtag to receive a personalised short song response. They even recruited Ray Parker Jr. of Ghostbusters theme song fame to record the song clips, which were uploaded to SoundCloud and then pushed to social media.
Fisher Price creates awards to celebrate Mums
Also this Mother’s Day, Fisher Price gave fans a different way to show appreciation for their Moms in the form of #TheMOMMYS, a global parenting online awards festival. Fans could champion their deserving Mums by virtually nominating them via Twitter or Facebook and then choosing one of six toy-like 3D printed trophies to share.
UK Brands keep it quiet on Election Day
Last week was the general election in the UK, but unlike most trending topics on Twitter, brands pretty much steered clear of the conversation. With politics such a controversial topic, it’s a sensible move by UK brands to stay quiet. However, that’s not to say a few didn’t have a go:
— Waterstones (@Waterstones) May 7, 2015
— innocent drinks (@innocent) May 7, 2015
— Cath Kidston (@Cath_Kidston) May 7, 2015
Today is the day. Don’t forget to vote! pic.twitter.com/aibjfKWXra
— Specsavers (@Specsavers) May 7, 2015
— lastminute.com (@lastminute_com) May 7, 2015
Unless you’ve been living under a rock, you’ve probably heard about Facebook’s algorithm change.
The tireless team at Facebook is “always looking for ways to optimize how content is discovered and consumed” in order to show users what really matters to them in their News Feed.
The aim is to serve users with “the right mix of updates from friends and public figures, publishers, businesses and local organizations”.
What are the changes and what they mean for users and brands?
- More content from the same friends and pages
In order to improve the experience for people who don’t have a lot of content to see in the News Feed, Facebook will allow users to see multiple posts from the same friend or page in a row.
This is a good opportunity for brands: they need to understand how to optimize their frequency of posting, always maintaining high quality standards for each content piece.
- Friends come first
FOMO? Not anymore. Content posted by friends will now have greater priority and be displayed higher up in the News Feed. Which means, content shared by brand pages will be shown less prominently, or in a lower position.
In this scenario, creating content that people would share will be even more important: it would be a chance for brand to be displayed at the top of users’ News Feed.
However, at the same time, Facebook is testing a new feature for its mobile app, which will allow users to choose which friends and pages will appear at the top of their News Feed. If this feature will be rolled out people will be able to pick what they want to see in a prioritised section atop their feed.
- Less engagement stories
According to Facebook, users “don’t enjoy seeing stories about their friends liking or commenting on a post”.
Users will see more updates from friends and pages they follow directly, and fewer stories related to third-parties engagements. This will allow brands to establish a more direct interaction with users who will like their content directly, not via a medium friend.
On the flip side, brand pages won’t be able to count on organic reach generated by users liking or commenting on their posts anymore.
How all this is going to affect the organic reach, already suffering – around the 2% mark? Cryptically, Facebook says that the impact “will vary considerably depending on the composition of your audience and your posting activity”.
However, with more than 1.44 billion monthly active users, Facebook remains a network that most of the brands can’t turn their back on. To succeed on this channel, marketers need to know more about the users they want to involve in the conversation.
This will allow brands to create insight-driven quality content, to be distributed with the right frequency at the most convenient time, and to amplify it strategically through a meticulous media targeting in order to serve it to the right audience, based on their interests.
Once again, this new update challenges marketers to reevaluate their social strategy at a broader scale, understanding why and how people connect, share, have conversations and influence, creating value for brands and their stakeholders.
This is what we call Social Thinking.
It requires a totally new perspective, which shouldn’t be platform-focused, but people-focused: knowing and understanding people’s interests and social behaviour inside out is the key to define an effective social strategy, able to drive real business value.
Twitter hosts Gif booth at the Logies
Instagram launches @music
Instagram has created a feed called @music dedicated to exploring music from around the world. Expect to see musicians from a different perspective as they share snaps from their daily lives.
@TwitterFood makes everyone hungry
Twitter has created @TwitterFood to share tweets about meals, recipes and dining experiences. There’ll be tweets from chefs and food fans alike so get ready to see a feed full of #foodporn. We’re hungry just thinking about it.
More US internet users are mobile-only than desktop-only
The number of US mobile-only internet users has overtaken its desktop equivalent for the first time ever. The former camp now sits at 11.3% to the latter’s 10.6%.
Facebook brings video calls to Messenger
Facebook has added video calling to its standalone Messenger app. The feature, available in the UK, USA, Canada and 15 other countries, will work on mobile connections from 3G to LTE.
Buy promoted tweets and Google ads together
Twitter and Google have formed a partnership that will allow users of Google’s ‘Double Click Bid Manager’ to purchase promoted tweets along with Google ads. This marks yet further interaction between Twitter and Google, which has already given greater prominence to tweets in search results.
Twitter purchases TellApart
Twitter has bought ad retargeting company, TellApart, a move that comes with ‘cross-device’ expertise. This ability, combined with Twitter’s huge amount of login data, could prove lucrative, particularly when Twitter’s ‘buy’ button is thrown into the mix.
Meerkat distances itself from Twitter
Meerkat has added Facebook support in the latest version of its iPhone app. The move clearly shows an attempt to distance itself from Twitter, which has removed the app from its social graph since the launch of its rival streaming app, Periscope.
Absolutely Anything trailer to debut on Snapchat
Absolutely Anything, the British comedy that marks Robin Williams’s final on-screen performance, is set to debut its trailer on Snapchat’s Discover platform. Lionsgate, the company behind the film, has said that it will be looking at further Snapchat promotion closer to the film’s release.
Lego gets kids to invent the kronkiwongi
Lego has launched a Facebook campaign asking children to create an imaginary character called a ‘kronkiwongi’ and encouraging parents to upload their children’s creations. We’re not sure about you, but we think it looks exactly like this.
#DoritosRoulette on Periscope
Doritos has launched its ‘Roulette’ bags, in which one of every six crisps is incredibly spicy, in the US. To celebrate, it has created #DoritosRoulette on Pericope; all viewers are eligible to win prizes, which will depend on where a roulette wheel lands in the live gameshow.
Watching boxing on Periscope
Mashable has released a piece about watching the Pacquiao-Mayweather fight on Periscope, in which it discusses how numerous streams were available, how many were shut down and how it created a unique watching experience. It raises a number of questions about both social viewing and piracy, which are well worth considering as we move into an increasingly mobile and digital world.
Facebook responds to Nepal earthquake
After the tragic news that an earthquake had hit Nepal last week, there was at least some comfort to be taken in the heartwarming worldwide response. Facebook was a part of this, adding a ‘donate’ button to the top of users’ News Feeds and promising to match donations up to $2m. In two days, it had raised $10m.
Child is born
Last week, despite it being the 21st Century, a princess created another princess. Of course, brands were keen to get involved.
— Disney (@Disney) May 2, 2015
— boohoo.com (@boohoo) May 2, 2015
The Apple Watch is a smash
The Apple Watch was released in Australia on Friday 24th April. Presumably, on Friday afternoon the smashes began. Real world conditions indicate consumers need to treat the watch as carefully as your phone.
Facebook Messenger set to roll out Video chat
A new iOS and Android update will allow users to video chat via the app. The feature is coming to 18 markets around the globe at first, Asia-Pacific countries are absent from the initial roll out.
The nail in the coffin of organic Facebook reach?
Facebook has announced three key updates to its News Feed:
- It is relaxing the rule that stops users seeing multiple posts from the same source multiple times in a row.
- Content from friends that you care about (or regularly interact with) will appear higher.
- Stories about friends liking or commenting on content from outside your network will appear lower.
It’s the latest chapter in the story of declining organic reach on the platform and point three in particular may mean a further reduction; Facebook is continuing its metamorphosis into an entirely paid channel for brands. Indeed, analysis by Locowise has concluded that organic reach is as low as 2.27% for pages with over one million likes. Brands are attempting to counter this by posting more and post frequency has increased 31% year-on-year for Q1 2015, according to Adobe Digital Index, in a study that also states organic impressions are down 35% in the same period, while paid are up 8%.
Facebook reveals Q1 2015 figures
It might not come as a surprise, after a story about the importance of paid media on Facebook, to learn that the network’s ad income continues to skyrocket. In Q1 2015, Facebook announced total revenue of $3.54bn (a 42% year-on-year increase), of which $3.3bn came from ads (up 46%). Mobile ad revenue accounted for 73% of that, compared with 69% in Q4 2014. But this doesn’t mean we’re being served more ads. In fact, in the same period, the number of ads has decreased by 62% – it’s the cost per ad that’s gone up, by a huge 285%.
None of this would be possible without an enormous user base, of course. In the first quarter of 2015, Facebook had 1.44 billion monthly active users (up 13% year-on-year). Of the 1.44 billion, 65% use the platform every single day…
Facebook the clear leader for social logins
It’s been a really good week for Facebook stats-wise. The network retains its title as social login leader, according to two separate studies. Gigya said that Facebook accounted for 63% of all Q1 2015 social logins, with Google+ in second at 21%. LoginRadius put the figures at 72% and 20% for Facebook and G+ respectively.
Facebook says ‘Hello’
So Facebook Home didn’t work out. That’s not stopping Zuckerberg trying to work his way into the smartphone market with Facebook Hello, a new replacement for the Android dialler. It’s not as all-encompassing as Home, but allows users to mine social data for contacts and caller ID details, make calls over WiFi and move conversations to the Facebook Messenger app, among other things.
WhatsApp voice calling comes to iPhone
iPhone users: WhatsApp voice calling is here. The feature, already available on Android, is included in the latest app version, which also adds improved sharing features and a quick camera button in chats.
Twitter shows off its new Highlights
Android users: your iPhone rivals may have caught up with WhatsApp voice calling, but there’s a brand new Twitter feature just for you. It’s called ‘Highlights’ and sends a twice-daily push notification with a roundup of the day’s best tweets.
— Twitter (@twitter) April 23, 2015
Twitter allows users to opt-in to universal DMs
Not getting enough Twitter DMs? Fear not, you can now opt in to allow anybody to DM you, regardless of whether you follow one another or not. The feature will allow brands to receive DMs without having to follow customers first, useful for those who use Twitter for customer service or to exchange private information.
Pinterest to become more brand-friendly
Pinterest has created a new programme that allows certain marketing tech companies to offer account management tools to brands. It hopes that this will make it easier for brands to post to the platform organically and, subsequently, to promote these organic posts.
It’s 10 years since the first YouTube video
They grow up so fast! It’s been 10 whole years since YouTube co-founder, Jawed Karim, posted the first video to the site. Here it is, in all its glory.
Social apps on Apple Watch
NHL bans Periscope and Meerkat
The National Hockey League (NHL) has banned Periscope and Meerkat from its arenas, to prevent users from live-streaming games to their friends elsewhere. It’s a move we may expect to see replicated elsewhere, especially by organisations that are particularly protective of live content.
Airbnb to use Instagram carousel ads
Airbnb has become one of the first brands to employ Instagram’s carousel ads, which allow advertisers to include multiple images and a link. It’s doing so as part of its ‘Never a stranger’ campaign, which includes the below video slot.
Instagram ad series for acne medication
Over-the-counter acne medicine Benzac has commissioned an Instagram ad campaign, which takes the form of a series. In 22 parts, it focuses on the lives of high-school friends and their struggles with acne.
Choose your own Instagram adventure
The Toronto Silent Film Festival has created a choose-your-own adventure out of Instagram videos. Starting with a fight scene, the film compiles clips from a number of the movies on show at the festival.
Age UK launches ‘no friends’ campaign
Age UK has responded to Facebook’s ‘friends’ poster campaign with ‘no friends’, which looks to highlight the problem of loneliness among old people.
Hey hey hey hey, post tweets everyday
Brands dipped into stoner humour for 4/20, the annual celebration of cannabis that takes place on 20th April. Here are a couple of examples.
This just means that I’m looking for @annakfaris today, because I love her and would love to run into her. This isn’t a 4/20 Tweet.
— refinery29 (@Refinery29) April 20, 2015
fork twenty, scramble eggs everyday
— Denny’s (@DennysDiner) April 20, 2015
No action on Guinness tweet
Guinness escaped action last week after a complaint about one of its tweets, below, which was accused of implying that alcohol could improve your week. As the image included the brewery and no alcoholic drinks, it was deemed acceptable by the UK’s Advertising Standards Agency.
Political parties not yet nailing social
In case you haven’t heard, there’s an election coming up in the UK. Social media is a huge battleground for the hopeful parties, but their strategy leaves much to be desired, as We Are Social’s own Paul Greenwood discussed with Yahoo News.
I think it’s a huge missed opportunity. A huge proportion of the electorate are disillusioned and apathetic and don’t vote, and it’s mostly the young ones. They are all spending a lot of their time on social. If someone had one good idea about how to reach out to them and talk to them in a language they understand, how to make politics relevant to them on social, it would be huge. But I’m not seeing that.