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We Are Social’s Tuesday Tune-up #163

by Oliver Whone in Uncategorized

We Are Open
Drop by our office in Chippendale tomorrow (Oct 29) between 4pm and 6pm for Sydney’s first Agency Open House.

Our team will be on hand to welcome you in and guide you through who we are as an agency and what we do. We’re opening up the doors of the agency during the Web Directions Conference and will be sharing some of our recent work plus a walkthrough of our specialist capabilities & teams.
There will of course be beers, nibbles & popcorn – because We Are Social in all the right ways. See you then!

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Instagram ads are just a scroll away
Australia is host to nearly 4 million Instagram users who are about to experience first hand what sponsored posts on the channel will look and, more importantly, feel like.

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Nine brands, including Audi, Vegemite, McDonald’s and Tourism Queensland have already signed-up with the channel’s ad platform. They’re all facing the same challenge Lexus and Michael Kors in the US were confronted with earlier this year: The sudden experience of non-organic content on a previously ad-free newsfeeds will  trigger certain irritation. Let’s see if the content delivers the right user experience to justify a ‘branded interruption’.

Facebook brings back the nineties with Rooms
Remember the nineties? Queen Victoria, William Gladstone, the two Franco-Dahomean Wars. Oh, the NINETEEN nineties? They were good, too. Facebook’s harking back to the era of quasi-anonymous internet chatrooms with its new iPhone app, Rooms. Users can chat about different subjects depending on the Room, and won’t need an email address to sign up; anonymity in social has been big news recently, and it seems Facebook is taking it seriously.

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Facebook page admins can save and backdate posts
Facebook is letting its page admins create drafts of posts, which they can either save for later or backdate. Remember, admins: with great power comes great responsibility. If that’s good enough advice for Spiderman, it’s good enough for us all.

Twitter creates Fabric
Twitter has created its own mobile-app platform called Fabric, which it hopes will lure developers and their dollars. Twitter CEO, Dick Costolo, has called it “the future of mobile software development”. Of course, he would say that.

Twitter’s Buy button set for general release
Twitter is planning to roll out its mobile Buy button to everybody who wants it some time during Q1 2015. So far, it’s only available to a select number of partners, one of which you can see below.

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New iOS Vine app
The Vine app for iPhone/iPad has been updated. Now you can follow channels and post straight from the app. If you’re lucky enough to have iOS8, it will look all new and shiny for you, too.

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Foursquare downloads are up or down or maybe around the same
Foursquare is doing brilliantly/terribly, depending on who you believe. The network itself is saying that, in the ‘post-Swarm era’ (as historians will call it) they’ve increased their user base to 55 million, a 54% lift in users compared to the same month in 2013. Very good. However, other research suggests that, after initial uplift, the numbers are actually in decline. The below graph looks particularly bad, with all its downward lines; note that Swarm downloads peaked in August, and have been dropping since.

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Build your own Mercedes on Instagram
Mercedes has gone all clever on Instagram, using thousands of different images across hundreds of linked accounts to let people customise their own car through the network.

HP makes TV ad from Vine videos
To promote its Pavilion x360 laptop, HP created a set of around 30 different clips from different Vine influencers, producing 950,000 engagements and 50m organic views. It’s now turning the campaign into a 30 second TV commercial – the first of its kind. We’re sure you’ll want to watch it over and over again. Hahaha, a joke about the looping Vine format! Whatever next?!

JBL #CordFail
JBL headphones has created a cordless range, and is promoting it using Vine star, Paul Logan. He’ll be creating a series of videos, including some based on stories sent in using #CordFail. JBL wants to hear about the worst things that have happened because of a wire. Say, for example, you dropped your phone just as the doors of a lift closed, and found yourself suspended by your earphones. Something like that.

IHOP and hip hop
Pancakes have always been the hip hop lover’s breakfast food of choice. At least, that seems to be the message from pancake chain IHOP’s new Twitter tone of voice, which has seen massive results in terms of engagement. It raises a question about alienating certain other audience segments, but the RT figures suggest that people are loving it so far.

 

 

 

The Instagram vending machine
A vending machine that can’t swallow your change! Nice one, IHeartRadio. The radio station has sent its invention around college campuses, selling T-shirts in exchange for Instagram photos. So far, the campaign’s seen 5.7m impressions.

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Her majesty tweets
Last week, another celebrity tweeted for the first time. Not just any old celeb, though. This one is the constitutional monarch of 16 of the 53 member states in the Commonwealth of Nations (thanks, Wikipedia). Here’s what she sent, and a couple of the best responses.

 

 

 

 

We Are Social’s Tuesday Tune-up #162

by Shirley Cai

Maccas just got a little bit fancier

McDonald’s is changing the fast food game one burger at a time. The Showground Rd Maccas in Castle Hill is the first one in Australia to introduce a ‘Build Your Own’ gourmet burgers range. Think wooden serving trays, metal chip baskets and table service!

Customers are greeted with a touch screen kiosk that’s both easy to use, and focuses on up-selling – tapping into the growing customisation trend where you can increase your basket size, opt for a milkshake instead of a soft drink and add seemingly unlimited extras to your burgers like tomato onion relish, or tortilla shell strips. One catch though? It’ll set you back roughly $15 for a meal…just a little bit fancy?

The Beautiful way Australia supports Mental Health Day 

You may have noticed your social media feeds washed over in a sea of colour last week. This was the work of not-for-profit organisation OneWave, who organised the world’s longest fluro wave at Bondi Beach as a show of support for World Mental Health day. Participants were asked to wear their brightest clothes, choose their ride of choice and enjoy a wave as the sun rose over Bondi on the morning of October 10 – and of course, participants took to social media to show off their beautiful colours.

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Humans of Australia is a thing that needs to happen now. Who’s with me?

Teenagers like, totally hate Facebook

Facebook looks set to join pogs and yoyos (does this blog post make me look old?) on the teenage scrapheap. A survey by finance folk Piper Jaffray has found that only 45% of teens admitted to using the network this autumn, compared with 72% in spring. There’s certainly fear that, if trendsetters deem the network ‘uncool’, their friends will follow (and where they go, so will the marketers). Now if you’ll excuse me, I’m gonna strap my Heelys on and head over to Tumblr.

Organic Facebook reach keeps plummeting

Adobe, a Facebook Strategic Preferred Marketing Developer, has released its Q3 2014 report, finding that its clients have seen a 50% drop in organic reach over the course of the year, while paid impressions have increased just 5%. The company predicts that paid will grow another 10% to 20% in Q4, as marketing budgets increase for Christmas. To those of you that like graphs/hate words, here’s that story reworked for your benefit.

More video views on Facebook than YouTube

Facebook has, for the first time, surpassed YouTube for number of desktop video views. The social network snuck past its rival by a cheeky billion (12.3bn views vs. 11.3bn from July 2013 to August 2014), aided in part by its autoplay functionality. Marketers are making up part of this trend, as suggested by Socialbakers figures released last week; between May and July 2014, there was a 50% jump in the number of videos uploaded directly to Facebook from content marketers.

Kotak Mahindra creates Facebook money transfer

India’s Kotak Mahindra bank is allowing customers to send payment through Facebook, using their username and password. The ‘bank agnostic’ transfer system works with 28 different banking partners.

Facebook stickers available for comments

Facebook stickers are being rolled out to all post comments (timeline, groups and events), where previously they’ve been available only on Messenger. Below you can see how people might use them to talk about burgers, if they forgot the word for burger.

Audio comes to Twitter

Twitter has added sound. The new Audio cards have already been used by a number of pages, including NASAThe White House and, erm, David Guetta.

Tweets from people you don’t follow in your timeline

You may have noticed tweets in your timeline from people you don’t follow. Well, Twitter has confirmed that the feature, with which they’ve been experimenting, is now a full part of the service. The network said:

When we identify a Tweet, an account to follow, or other content that’s popular or relevant, we may add it to your timeline. This means you will sometimes see Tweets from accounts you don’t follow. We select each Tweet using a variety of signals, including how popular it is and how people in your network are interacting with it. Our goal is to make your home timeline even more relevant and interesting.

Snapchat shows its first ad

Snapchat has entered the advertising game. Last week, it announced that this would be the case, before releasing the first advert over the weekend: a snap for upcoming horror flick ‘Ouija’.

The message showed up in users’ ‘recent updates’ feed, where we’ll expect to see any other ads in the near future. Asked about the reasons behind advertising, Snapchat said:

We need to make money.

Fair enough guys, it’s almost payday. We’ve all been there.

G+ is going nowhere

Google+ is staying with us, at least for the foreseeable future. Google’s new head of social media, David Besbris, has said that the company plans to remain in social for ‘the long haul’, so don’t go deleting your account just yet.

Skype creates a rival to Snapchat

Skype has launched a video messaging app, called Qik, which is the latest in a list of ‘Snapchat rivals’. Users can send video messages to their friends via the purely mobile app – each of these can last up to 42 seconds. Jokes on a postcard, Douglas Adams fans.

KLM is #happytohelp

Dutch airline, KLM, used the hashtag #happytohelp for a week-long customer service campaign, in which they used Twitter to help travellers, whether or not they were KLM customers. The aid took many forms, from personalised videos to a boat for skipping JFK-bound traffic.

Our #happytohelp crew is in full action. Here we are preparing personal videos with tips for passengers. pic.twitter.com/W83YazBknk

— Royal Dutch Airlines (@KLM) October 13, 2014

McDonalds planning a cool 14,500 Facebook pages

Yes, McDonalds wants to have 14,500 Facebook pages by 2015, including one for every restaurant in the US. The goal is “real time” interaction with consumers.

Wyke Farms trademarks ‘Free Cheese Friday’

Wyke Farms has become the first brand to register a trademark based on the success of a social campaign. It’s been using ‘Free Cheese Fridays’ to give out, well, you can probably guess. So now NOBODY ELSE can give out dairy products on Fridays. It all sounds like a laugh, but you didn’t spend your weekend trying to find a use for 14kg of Stinking Bishop.

Social media and the Scottish referendum

Social media was more influential than its mainstream counterpart in influencing decisions around the Scottish independence referendum. According to YouGov research, 39% of voters were influenced by something they saw on social, compared with 28% for mainstream media. Poor old Alex Salmond clearly doesn’t have enough Facebook friends.

We Are Social gets involved at Social Media Week Sydney

by Dhanuj Selvaraj

This week Michael Batistich, our Head of Insights and Analytics, took part in two sessions at Social Media Week Sydney, sharing his thoughts on how marketers can use social media to build relationships of value with their customers.

Tuesday 23 September saw him participate is a lively panel discussion at the Beresford Hotel on Social ROI and Measurement. Helen Crossley, Head of Measurement and Insights, Australia & New Zealand, Facebook; Joanne Jacobs Digital Strategist, Business Connector and Eddie Cliff, Principal Social Architect, Salesforce, joined him for the well-attended session.

Audience anticipation was high in the lead-up to the event and based on the Tweets coming from the audience, there was plenty of breadth in the points of view of the panellists.

Wednesday 24 September saw Michael host a Social Media Masterclass at Sydney University, where he spoke to a full house about the role of social media in the customer journey, how to create a social media measurement model that is aligned to business outcomes and how to use social listening to extract actionable insights that inform winning strategies. During the hour and a half session Michael outlined a framework for social media success, including the best metrics for actionability, and left marketers with tips, dashboard examples and best practices for social success. It was great to see so much support for Social Media Week Sydney and yet another example of how socially-led thinking is continuing to inform marketing strategies for some of Australia’s most successful brands.

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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.

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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.

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We Are Social’s Tuesday Tune-Up #148

by Adam Hairston

Virgin Mobile Australia launches #mealforameal campaign

As part of their major integrated marketing campaign ‘Making Mobile Better,’ Virgin Mobile Australia has partnered with OzHarvest to turn the act of taking pictures of food into something beneficial for Australians. With the #mealforameal initiative, every time someone posts a picture of their food to social media and includes the hashtag, Virgin Mobile will donate to OzHarvest so they can provide a real meal to someone in need.

Jägermeister is ‘Strange But True’

Over the past month, premium spirits brand Jägermeister has been delivering their new ‘Strange But True’ positioning on Facebook. The campaign uses illustrations to depict the various characters that males identify with in their social groups. One of the main actions for social sharing is having friends “tag their mate” that identifies with one of the characters – a frugal Fox, a noble Stag, an Owl who loves to party, a Wingman or a Snow Leopard who spends too much time in his man cave. The campaign is designed to shift the thinking of Jägermeister from a drink for the end of the night to a drink made for the beginning.

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Anonymous app Secret moves away from anonymity

The popular anonymous app Secret has teamed up with Facebook to make it easier for people to view popular secrets shared by their friends. In a shift that moves the app away from anonymity, Secret is rolling out two new features this week to both their Android and iOS apps called Facebook Login and Collections. Facebook Login will let users see secrets from friends, while Collections will offer a curated stream of popular secrets.

 

Mobile social use is up, desktop slightly down

A new comScore report has explored the growth of mobile use in social, arguing that it does not come at the expense of desktop use. Between May 2013 and May 2014, the total number of minutes spent using mobile to access social media grew from 479bn to 687bn. You might expect to see a similar drop in desktop use, but you’d be mistaken: total desktop time did fall, but only from 477bn to 466bn.

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Mobile and digital budgets are up

Digital advertising budgets will this year rise 16.7% to $140.15bn, according to eMarketer predictions. Spend on mobile/tablets will see the most signficant jump, up 84.7% to $32.71bn. By 2018, digital will account for a third of global ad spend, while mobile will be 70.4% of UK digital budgets, and 67.8% in the US.

Facebook adds ‘suggested videos’ to mobile

If you watch a friend’s video in your mobile News Feed, Facebook will show you a set of suggested videos, much like the ‘Related News’ feature. This is the latest Facebook update that seeks to encourage people to share and watch videos, and TechCrunch has accordingly likened it to a TV channel.

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Facebook creates ‘Out-App Purchase’ ad

Facebook has launched a new ad type: the ‘Out-App Purchase’ ad, which allows those who develop Facebook games to sell virtual goods directly through the News Feed. Currently, the unit is only available for desktop, but, should it prove effective, we may well see a move in the lucrative mobile market.

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Twitter goes all out on organic reach

Twitter is backing itself as the social destination for organic reach, telling brands that they can be seen by 30% of their followers for free by tweeting 2-3 times per day. Not only that, but it has released a set of organic tweet analytics, so that brands can now see how many users viewed or engaged with organic tweets.

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Pinterest updates ‘Follow’ pin

Pinterest has developed a new, animated ‘Follow’ pin to be featured on websites outside of its network. Rather than simply linking to Pinterest, the button will launch a pop-up preview of the account, featuring a selection of its pins.

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WeChat launches ad platfrom

WeChat, the Chinese messaging service, has created an ad platform for brands with over 100,000 followers. Ads will only appear when users click on full-page posts from officials accounts that they already follow. Even then, the ad is not full screen, but shows up at the bottom of the page. Nevertheless, it’s worth keeping an eye on how WeChat’s advertising strategy grows in the future.

The World Cup breaks social records

The World Cup is over too quickly, once again. According to Facebook, the final was the most talked-about sporting event in the network’s history, amassing a total of 280m mentions. One semi-final also managed to inspire a huge social response, as Germany trashed hosts Brazil 7-1. This was the most discussed sports game ever on Twitter, with 35.6m tweets in total. Germany’s fifth goal broke the record for global tweets-per-minute at 580,166.

Unsurprisingly, brands wanted to get in on some of the action. Below you can see examples from a huge variety of companies, from Visa and the Seattle Seahawks to Sony, Paddy Power and adidas.

 

 

 

 

 

 

Sour Patch Kids on Snapchat
Sour Patch Kids is to become the first Mondelez brand using Snapchat when it enlists the help of Logan Paul to run a week-long campaign. The social media star will send out Snaps from the brand’s account, detailing pranks that range from ‘sweet’ to ‘sour’.

Mercedes-Benz targets millenials on Instagram
Mercedez-Benz has launched a campaign on Instagram, dubbed #GLApacked, intending to target a younger audience. The brand has got Instagram influencers on board, each of whom has been loaned a GLA for a cross-country trip and asked to document it on the network.

4Music is searching for a vlogger
British channel 4Music is searching for its next vlogger through an online ‘Vlogstar’ microsite, sponsored by O2. Entrants need to submit a YouTube video for their chance to be the winner, who will be allowed behind-the-scenes on 4Music shoots and at gigs, producing several videos every week for the channel.

The CIA and Twitter
Last week, the CIA used the hashtag #twitterversary to answer some of the ‘top questions’ it had been asked since its launch on Twitter.

 

 

The above and other tweets like it have led to a debate over what the CIA’s strategy is. The humour may lead to a number of RTs, but questions have been raised about whether this helps the CIA’s chief objective: gaining trust. Indeed, this may be all the more relevant in the week when it has come to light that the activities of Twitter users were analysed by the US military in an attempt to understand how to influence people. News like this is likely to lead to increased debate about privacy, in which the CIA may want to be a major player.

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