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

We Are Social’s Tuesday Tune-up #189

by Harriet Lane

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!

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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.

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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?

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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.

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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.

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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:

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3 things to know about the new Facebook Algorithm

by Cristina Forlani

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”.

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What are the changes and what they mean for users and brands?

  1. 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.

  1. 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.

  1. 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.

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We Are Social’s Wednesday Wrap-Up #188

by Cat May in Uncategorized

Twitter hosts Gif booth at the Logies

Having debuted their Gif booth on The Today Show last week, Twitter and TV Week took it to the Logies on Sunday night to share TV’s finest talents with their social audience.

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%.

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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.

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#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.

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Child is born

Last week, despite it being the 21st Century, a princess created another princess. Of course, brands were keen to get involved.

 

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We Are Social’s Tuesday Tune Up #187

by Abrye Redeker

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.

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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:

  1. It is relaxing the rule that stops users seeing multiple posts from the same source multiple times in a row.
  2. Content from friends that you care about (or regularly interact with) will appear higher.
  3. 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%.

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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.

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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.

Facebook Hello

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 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

Planning on buying an Apple Watch? Have a quick look at what your favourite apps look like first. Below we have Twitter, Instagram and Yelp.

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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.

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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.

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.

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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.

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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