We’re already helping Optus, eBay, Kia Automotive, Nivea, Expedia, Sony, Roadshow Films, Seven Network, Open Universities Australia & Adidas.
Social savvy KLM takes customer service to soaring to new heights with #HappyToHelp week
Left your passport in the taxi on the way to the airport? Caught in traffic and may miss your flight? Well Airline KLM is here to help you for the next week! Today the Dutch carrier has launched a new social strategy to help any passenger, anywhere, flying any airline – in order to prove it’s quality of customer service to non-customers.
The progressive campaign, named #HappytoHelp sees passengers assisted both on and offline when their plans potentially come unstuck – with up to 250 KLM customer service personnel undertaking social media monitoring around the clock in search of posts related to travel problems and a special command centre build at Amsterdam’s Schiphol airport plus teams standing by in New York, Sao Paulo and Hong Kong.
From there, the airline will select problems and solve them in a variety of ways, from providing a driver who will hunt down your missing passport, through to personal weather reports and travel advice. They’ve even hired a speedboat along the Hudson River for those stuck in NYC’s traffic on the way to the airport. KLM will film the resolutions and post the most interesting and strange situations solved on YouTube. Pol Hoenderboom, creative director at DDB & Tribal Amsterdam noted of their campaign “Imagine the impact if you are now flying with KLM but it is KLM that gets you by motorbike to the airport in Hong Kong to board your American Airlines flight home.” Great idea!
— Royal Dutch Airlines (@KLM) October 13, 2014
Twitter signals it will open its promoted tweets to Australian SMEs ‘soon’ Have you been hanging out to run Twitter advertising but haven’t got the required minimum spends (up to $15,000) to access their platform? Turns out that you won’t be waiting much longer if indications from Twitter Australia’s Cindy Burke are anything to go by!
Direct from the horse’s mouth at BEfest, Burke confirmed that the company will “soon” open the platform to those with smaller budgets available. “We actually hired someone to launch that. I’m sure they will be announcing it with an official launch…A lot of clients have been asking for it for a while now, obviously it’s auction model and you can spend $5,000 to get one person” she told the audience.
These sentiments were echoed by Twitter’s VP of Global Online Sales, Richard Alfonsi at their #ToastandTweet event for marketers yesterday. Alfonsi is in Australia to promote Twitter’s key service offerings to brands – and also taking some time out to enjoy Sydney!
Facebook provides most social logins
Facebook was the Q3 leader for social logins at 46%, followed by closest rival Google at 34%, according to reports by Janrain. Twitter comes a distant third place with 7% – this seems to be a two horse race for now.
Facebook considers adding money transfer option to Messenger app
Facebook is apparently considering adding a money transfer service to its standalone mobile Messenger app. The screenshot below shows how sending money will work (basically like sending a photo). Users can either add a card for Messenger, or use one they’ve stored in Facebook. Finally, notifications worth waiting for.
Facebook to launch new anonymous app?
As you may well know, Facebook has struggled with some users who don’t want to use their real names, amongst other privacy issues. The network’s answer seems to be a separate ‘anonymous’ mobile app.
Facebook’s targeting to get even more specific
Facebook is set to launch ‘hyper local’ ads, with which advertisers can target users within an area as small as a mile. This could be useful for businesses that have, you know, actual locations that they want people to go to. Like in the olden days.
Facebook opens its Audience network
Thanks to Facebook, you can now get rich the same way as Kim Kardashian. No, not like that. Get your mind out of the gutter. Facebook’s mobile ad network, named ‘Audience Network’, which helped fuel the success of the Kim Kardashian game and brought Shazam a 37% increase in ad revenue, is now open to all.
Facebook and WhatsApp are, like, officially together
Facebook’s $19bn acquisition of WhatsApp is now official. The pair released a joint statement:
We are looking forward to connecting even more people around the world, and continuing to create value for the people who use WhatsApp.
All that remains is to change their relationship status.
Transfer money on Twitter
There must be something in the water – it’s not just Facebook that’s getting into the money transfer game. Twitter is going to enable users to transfer cash through tweets, as part of a deal with French bank Groupe BPCE. The feature is available regardless of your bank, and there’s no need to know the recipient’s details.
Snapchat ads are coming soon
Do you like Snapchat? Do you like advertisements? Well have we got news for you! Snapchat ads are on the way, according to CEO, Evan Spiegel. They’ll be optional to view, and focussed around the ‘stories’ section of the app:
We’re cutting through the new technology around ads to the core of it, which is telling a story.
In the same way that everything is ‘telling a story’ these days.
Dove, Snapchat and self-esteem
Unilever brand, Dove, has taken to Snapchat for ‘Self-Esteem Weekend’, sending out snaps on the theme of, errr, self-esteem, and asking for replies. The idea is inspired by the difficulty of having such conversations in public – Dove hopes that the campaign will promote at least a few important chats.
Google+ adds polls
If you’ve wanted to ask your friends a question with up to five pre-ordained possible answers, but only have access to them through Google+, you’ve probably been pretty frustrated up until now. Breathe easy, kids, G+ has just added polls.
Celebs promote Wendy’s on Twitter
A set of stars including Alfonso Ribeiro (Carlton from The Fresh Prince of Bel Air) and ‘Stone Cold’ Steve Austin are helping American fast food chain, Wendy’s, with its promotion on social media. They’re all talking about barbecues, under the hashtag #BBQ4merica, which, from here in London, might just be the most American thing of all time.
— Wendy’s (@Wendys) October 8, 2014
— Wendy’s (@Wendys) October 8, 2014
Will post on social media for jeans
Denim brand, Cheap Monday, gave away 1,000 pairs of jeans last Friday, in exchange for social media posts. Cheap Monday? More like Cheap Friday! Pah! Sorry, never mind.
Gillette capitalises on #beardgate
First there was #bendgate, now #beardgate. The iPhone 6 is supposedly catching on beards, which led to the following reactive piece from Gillette:
— Gillette (@Gillette) October 6, 2014
Very nice. The real solution to #beardgate, though, is to be unable to grow a beard/afford an iPhone 6. At least that’s what I’m telling myself.
Facebook click-through rate has increased Facebook reach is down (boo!) but click-through rate is up (yay!). A study of 8,000 brand pages from August 2013 to August 2014 has found that, while fan reach dropped by 55% in the period, the click-through rate on links in posts increased by 48%. Still, a higher click-thru from fewer fans isn’t necessarily an increase in real terms, so let’s not all get overexcited.
Facebook releases like button for mobile developers Facebook has announced the introduction of a mobile ‘like’ button, which can be added to apps by all Android and iOS developers.
Facebook planning moves into healthcare Facebook is taking steps into the world of healthcare, according to Reuters. The plans are still in development, but reported moves include “support communities” and “preventative care” apps. Seems it’s only a matter of time until we start seeing press releases for an “MRI scanner with autoshare functionality”.
LinkedIn revamps Pulse LinkedIn has revamped its news engine, Pulse, with what it’s calling a “redesigned reading experience”. This means a change of font and layout, personalised suggested content and a more prominent navigation feature. Beat THAT, books!
Yahoo to invest in Snapchat? According to the Wall Street Journal, Yahoo is set to invest $20m in Snapchat at a $10bn valuation. CEO Marissa Mayer will be hoping that the money doesn’t disappear as soon as it’s received! Geddit? Because it’s Snapchat. Oh, fine.
Brace your News Feed for a #WakeUpCall It looks like the Ice Bucket Challenge may have found a predecessor in the Unicef driven campaign #WakeUpCall. The charity selfie campaign seeks to raise awareness for Syria by taking a bleary eyed selfie just after you wake up. The campaign has already gained significant traction in the UK with multiple high-profile celebrity submissions, with it no doubt about to hit Australian shores shortly.
Twitter TV analytics coming to the UK Kantar Media is partnering with Twitter to launch TV audience engagement ratings in the UK. Similar to their partnership with Nielsen in the US, the feature is expected to show how Twitter conversation can amplify the impact of television and will include the following metrics:
- Unique authors about a programme and their affinity with it
- Unique audience (no. of people who have seen tweets about a show)
- Impressions made by individual tweets about a programme
- Total number of tweets
- Tweets per minute, with peaks in volume
Spotify’s #ThatSongWhen Spotify’s new #ThatSongWhen campaign plays on the significance that certain songs have for people. Any campaign that mentions Cyndi Lauper is alright by me.
An educated guess with #guesswho A major Australian car brand has released a social campaign calling upon Australians to #guesswho is releasing a new range of cars. The campaign has gamified the process, promising one lucky guesser the chance to win one of the cars should they get the car marker correct. However, while campaign has seen a solid stream of entries it has quickly become apparent who the mysterious car maker is. A quick search of the hashtag shows multiple Ford dealers promoting the campaign through their websites. Ford may have a few more correct entries to sift through than originally planned.
DHL asks for likes after F1 crash Tragic accidents are not the time to ask for Facebook likes. As we all know, brands often fall foul of this rule, as DHL did at the weekend. After a crash involving F1 racer Jules Bianchi left him in critical condition, the logistics company posted to its ‘Formula 1 Backstage by DHL page’ saying
Ghastly accident in Japan. Jules Bianchi is fighting for his life. By clicking ‘like’ on this occasion, you’ll be sending Jules your best wishes for a speedy recovery.
The post has now been removed, but one picture is still on the page, along with a fair few angry comments.
New anti-ads kid on the block: Ello
Since arriving on the scene in July, new social media network, Ello, has started making waves receiving over 670,000 requests for membership globally in a week and openly attacking the likes of Facebook, Twitter, Tumblr, Google+ and Instagram. It operates on an invite-only basis and promises an ad-free, anti-data environment, appealing to consumers who are fed up with data collection and advertising typically employed by the key social players. Ello hasn’t trumped Facebook yet, but this underground movement may be one to watch.
Celebrities ask users to take a long, hard look at themSelfies.
Kirsten Dunst has just become the poster girl for the anti-selfie movement, having cut the self-indulgent social trend down a size via a short film in conjunction with Vs. Magazine. Titled Aspirational, it’s a clever parody of our behaviour towards celebrities coupled with social narcissism, and a tongue-in-cheek reminder that conversation and common courtesy should prevail the amount of likes/followers your infamous selfie obtains.
Facebook fans spend more than other customers
A four-year study of a ‘major grocery store’s Facebook page’ has found that Facebook fans purchase 35% more items than the average consumer. Those who engaged 10 times or more spent $1,000 more in each year. Sounds super – though always worth remembering correlation vs. causation.
Facebook rolls out Atlas
Facebook is launching its new ad platform, Atlas, which will allow marketers to target ads to Facebook users across other sites and mobile apps. It’s such a big move that it must feel like it’s got the weight of the world on its shoulders. Rubbish mythology gags, anybody? Well, it’s a titanic move. Herculean proportions. The sky’s the limit.
Twitter wants to target ads at film lovers
Twitter is beta-testing targeting ads for people who talk about films. In the future, it may be possible to target an ad to anyone who has mentioned an upcoming movie release, whether that be the title or a related keyword (character names, locations etc.) Good job it wasn’t around for Fight Club, eh?
Twitter trials interactive poll card
Twitter is testing a new card that will allow users to run polls natively on the site. Here’s how it looks on the platform (the polls don’t show up when embedded).
Starbucks sponsors Tumblr’s dot
Starbucks has sponsored the dot at the end of the Tumblr sign. The piece of punctuation has been previously been used to link users to specific content on certain days (Valentine’s Day, Pi Day) and is now being used for advertising on ‘National Coffee Day’. This could be a real opportunity for brands with a logo that looks something like a full stop.
Pinterest looks to up its ad game
Like Pinterest? Like advertising? This story might just be for you. Pinterest is testing a way for advertisers to target people in a database (such as an email list) on the site, with measurement tools to boot. Exciting, right? We told you so!
Compile your Amazon wish list on Twitter
Twitter users can now add an item to their Amazon wish list by tweeting. Link your two accounts, reply to any tweet containing an Amazon link, include #AmazonWishList and hey presto! The item’s now on your list.
BMW’s first ever Vines
BMW has created its first ever Vine campaign. It’s all cool and automotive-y, as you might expect. Nice work.
Triumph launches #nigglefix
Triumph, the lingerie company, has created a social campaign called #nigglefix, based on the old adage that ‘a niggle shared is a niggle halved’. The video below reveals all (not in that way).
Anti-IS #Notinmyname hashtag
The hashtag #Notinmyname is being used worldwide by Muslims who wish to show that the actions of IS are not in accordance with their religious views. The campaign has gained impressive traction, even being mentioned by Barack Obama.
Brands vs. brands on #bendgate
The iPhone 6 bends in your pocket! Everybody! The iPhone 6! It bends! In your pocket! Brands wanted to be funny about it. Some of them were, some of them weren’t. Win of the week went to KitKat, who outperformed Oreo’s famous Superbowl moment.
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.
— Julie Delaforce (@joolliee) September 23, 2014
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.
— Lisa Collins (@LC2020) September 24, 2014
Marketing Magazine recently published an article by me on the newest addition to iOS8 – HealthKit. They’ve been kind enough to let us reproduce it in full below:
New health tracking features of Apple iOS 8 present opportunities for brands in industries from healthcare and insurance, to FMCG and travel, writes Paul Napier.
The new iOS8 is now available for users to download. As an iOS developer I have had several months to play around and come to understand the new features that come with this version of the operating system. As always with the new release of iOS, there are a suite of changes, some major and some minor.
One of the most exciting additions to come out is HealthKit. So, what is it and how could it be used within your brand’s digital portfolio?
What is HealthKit?
HealthKit is the product of a two-year collaborative endeavour between Apple and Mayo Clinics, which services around 1.2 million patients every year. Their combined goal is to put iPhones and iPads at the centre of the self-health movement that has seen traction of the last few years.
At its core, HealthKit is a central hub/repository for gathering all the intelligence apps collect about a user’s fitness and health. Apps are able to upload their information about a user’s health and fitness activities into HealthKit, and in instances where users grant them permission, download this information and manipulate it to gather a better picture of the person currently signed into the app.
Users can see all their information at a glance, as it tracks their fitness activities such as running, walking and cycling from apps and associated wearable technology. Additionally, adapters such as glucometers, ECG devices, blood pressure monitors and even ultrasound have been created to give greater knowledge to users about their overall health, all of which can be stored in HealthKit and accessed by users through the simple interface.
In essence, HealthKit has removed the silo mentality that comes from having multiple apps for individual purposes, and encourages greater communication between health and fitness experts.
How can it help me?
At this stage, since the technology is in its infancy, it is difficult to predict where it could lead. The obvious beneficiaries of this technology, at least in the first instance, are companies such as Nike, Adidas and other fitness specialists or wearable producers. However, beyond the obvious, this technology opens an exciting avenue that could allow more diverse industries to begin working on a more intimate level with their customers:
Medical: There could be long-term benefits to the medical industry, which will have a huge database of reliable, or at least semi-reliable, information about people’s fitness and health. This information can be used to begin reviewing trends in health statistics against medical complications.
Healthcare: State medical facilities can build apps that can hook into a patient’s profile and read their medical data alongside health and fitness activities, giving the doctors and immediate understanding of the patients well-being prior to any medical appointment. Taking this even further, the patients activities could be tracked and the patient sent a notification when certain thresholds are reached, meaning that doctors can start to focus more on prevention rather than the cure.
Financial services: Insurance companies could look at the health and fitness of their customers to provide accurate quotes, or provide incentives to those who follow a healthy regime.
FMCG: Food and beverage companies could build apps that tracked users consumption and offered better nutritional options on food and beverages could be tracked against the user’s health needs, allergy requirements, blood sugar levels, fitness activities or goals.
Travel: Airlines could be made aware of any medical needs for passengers, or be alerted to dietary requirements, while encouraging their passengers with medical conditions to continue tracking throughout the journey to ensure the crew are alerted in the event of any pressing concern. Travel companies could track for potential changes in stress to enable bespoke packages to engage health focused customers.
Retail: Clothing and apparel companies could track clothing sizes using measurements given by the users then look at targeting them with the newest ranges in sizes that match the user’s statistics or intended goals.
This information on its own is but one facet of a potential medical breakthroughs in both the literal and mobile sense. We are seeing a swell in the information being gathered around individuals: location, behavioural, social, economic, psychological, physiological, etc. I recently wrote an article outlining the benefits of looking at implementing a social strategy within your mobile application, and with the advent of this new technology, never has there been a greater time to review this strategy.
The power of integrating social alongside this medical and fitness information could seem overwhelming, and it is most certainly not for every company. However, for those companies that have a legitimate reason to access this information, the potential options for improving user experience and engagement are greater than ever before.
On a final note, any idea should have a benefit for both sides, and provide information about the user back into HealthKit before drawing information in return. This way, HealthKit can provide ongoing advancements and the information you receive can become a more detailed and richer experience for both you and the user.