Hello, we are social. We’re a global conversation agency with offices in Sydney, New York, London, Paris, Milan, Munich, Singapore & São Paulo. We help brands to listen, understand and engage in conversations in social media.
We’re a new kind of agency, but conversations between people are nothing new. Neither is the idea that ‘markets are conversations’.

We’re already helping Optus, eBay, Kia Automotive, Nivea, Expedia, Sony, Roadshow Films, Seven Network, Open Universities Australia & Adidas.

If you’d like to chat about us helping you too, then give us a call on (02) 9046-3700 or drop us an email.

Tuesday Tune-Up #171

by Dhanuj Selvaraj

Welcome to the first mashup of 2015! 

Sydney’s fireworks spectacular streamed live on YouTube
Sydney ushered the New Year with a 12 minute long breathtaking fireworks display over the Harbour Bridge. An estimated 1.6 million people viewed the spectacular live in and around the city. While more than 1 billion people worldwide watched the show on television, the celebration was also streamed live on YouTube sponsored by Telstra. You can catch a glimpse of it here.

New Year’s resolutions on social
Made any New Year’s resolutions? Twitter users have. The network has compiled a list of the top 10, which includes all the classics:

Twitter resolutions

There may be a few ideas there for Mark Zuckerberg. He’s taken to Facebook to crowdsource his resolution – in the past, these have included learning Mandarin, wearing a tie every day and not eating meat unless he kills the animal himself. That one didn’t make my list.

New Facebook video pages
Facebook has completely redesigned the video section of its pages, making it more like a YouTube channel. A handful of pages already have access to the new layout, which includes playlists and a featured video, but it will be available to everyone in the coming weeks.

ABC news video page

Twitter adds ‘while you were away’
Twitter has added a ‘while you were away’ feature, which rounds up what it considers the most important tweets in your network since you last logged in. It’s relatively unusual for a Twitter feature in that it’s non-chronological; we may expect to see more of this in future.

Twitter while you were away

Twitter adds analytics to iOS app
Imagine you’ve just written a hilarious joke that’s been retweeted upwards of three times. Now imagine you’re in the National Gallery at a Turner exhibition and can’t check your analytics. Welcome to my world. Thankfully, problems like these are now a thing of the past – the latest version of Twitter’s iOS app includes a ‘View Analytics Details’ option, which shows interactions and engagement stats.

Twitter analytics

Overall Twitter usage is still quite low
Twitter’s share of overall internet usage is relatively small, according to investment bank, Morgan Stanley. It’s worth noting that the below doesn’t include time spent in apps, where most Twitter use happens, but it’s still revealing to compare Twitter to the likes of Google and Facebook.

Leaked files show potential WhatsApp video calling
We can now see the possible face of WhatsApp video calling, thanks to files extracted from the raw code of the app hosted on WhatsApp’s website. We’re assuming this means WASSSUUUUP will be cool again, right? Right, guys?

Screen Shot 2015-01-05 at 16.17.38

Ads are now on Pinterest
Pinterest has started selling ads! The move has been explained by Joanne Bradford, Pinterest’s head of partnerships, who has said:

On Facebook, you think about friends, and on Twitter you think about news. On Pinterest, you think about what you want to do, where you want to go, what you want to buy.

Makes sense to us. It’s a behaviour that could really help the platform compete for advertisers’ social budgets.

Snapchat adds further funding
Snapchat has added a new funding round of $485m, at a reported valuation of $10bn. In case you’re wondering how much money that is, it’s a large amount of money.

TVTag is heading to the big social network in the sky
In ‘has that not happened already?’ news, TVTag (formerly GetGlue) is to shut down. The network, once synonymous with social TV apps, has almost completely fallen off the radar, kept afloat only by a small number of super users.

Add stickered photos to your Facebook messages
Do you love Facebook stickers? Do you love photographs? We’ve got good news. You can now add stickers to photos and send them via Messenger, using Facebook’s new ‘Stickered’ feature. It comes as part of a few new updates to the Messenger app, which include new frames and sticker designs.

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Emotional Design: What Marketers Can Learn from a Weather App

by Jacqui Jewell in Uncategorized

Marketing Magazine recently published an article by me on  Emotional design: what marketers can learn from a weather app. They’ve been kind enough to let us reproduce it in full below:

 

It’s time we treated form and function with even-handed consideration, writes Jacqui Jewell. To illustrate, she dissects the visceral, behavioural and reflective elements of the weather app on iOS.

Marketing is fast catching on to the idea that consumers buy an ‘experience’ rather than a product or service. It is all about the ‘relationship’ with the brand and/or product, and with all relationships comes human emotion.

When it comes to experiences with products and services (whether it be a blender, a new TV interface or an online budgeting app) marketers should know that certain elements can be tweaked to ascertain good responses to what is being sold.

Functionality and aesthetics are two elements of the user interface that have often been in conflict. A stunning design serving no other purpose but as an expression of beauty is not going to help you find the enter button on a banking app. A dull, stock-standard but functional interface is not going to inspire the user to return.

It is time we treated form and function with the even-handed consideration reserved for newborn twins; wrapped up in a blanket of ‘we love them both equally’.

Good experiential design means that beauty and functionality are in balance and that we acknowledge the concept of ‘emotional design’, a term coined by Donald Norman, a professor of cognitive science and usability consultant for the Nielsen Norman Group.

After banging on about the primacy of functionality over other considerations in his book The Design of Everyday Things (his critics had a field day), Norman decided to backtrack and explore people’s relationship to design. The result was the book Emotional Design.

Through his research, Norman found that design affects how people experience products, which happens at three different levels, and translates into three types of design:

1. Visceral design: a subconscious and even biologically pre-wired response to a visual (think of your automatic responses to seeing a cockroach or an attractive person).

Lady and cockroach 600w

 

2. Behavioural design: how the product/application functions, the look and feel, the usability, our total experience with using the product/application. Users form their perception of a product through use. Thus design needs to ensure the product is easy to use, addresses the end users goal/purpose, is enjoyable and free from causing frustration.

3. Reflective design: how it makes us feel after the initial impact and interacting with the product/application, where we associate products with our broader life experience and associate meaning and value to them. Consumers maintain an innate sense of identity through the consumption of the product over time. (Most of us know the bond we have with our iPhone and how losing it elicit panic).

 

Emotional design delves into the human aspect of the user experience and takes us on a journey that not only collects the cognitive, scientifically measurable elements of product design but also collects the emotional, affecting parts of the experience.

In the world of marketing, brands need to understand that various design elements in a campaign or other customer touch points contribute to the emotional response of the audience. By recognising the role of design in the selling process and actively integrating ‘emotional design’, marketers can boost the impact of their campaigns and deepen their relationships with their customers.

As an example of the three steps of ‘emotional design’, let’s analyse the Weather app for iOS. (I could use the entire Apple brand to effectively portray ‘emotional design’ at work but, hey, no one needs to tackle that mountain. Let’s keep it simple).

 

Visceral

On a visceral level we are met with a clean, uncluttered interface, and a pleasant pictorial indication of the weather (blue’s always a good indicator when it comes to weather, yeah?). This is supported by a clear and bold delivery of what we have opened the app for – quick information. A clean and uncluttered interface unconsciously communicates simplicity, ease and luxury. The first part of our journey has begun and so far so good.

Apple Weather app sun and clouds

Behavioural

The behavioural part of the design is our total experience with the app.

  1. We effortlessly view the visual indicators of the weather (the subtle animations),
  2. we connect to the aesthetic of a sunburst and recollect emotionally what that means to our own experience of such,
  3. we relate to the visual story of storm clouds gathering and are persuaded to look into this further to see if rain is forecast – a simple finger-swipe to the left tells all,
  4. we can then move down to the five-day forecast, laid out neatly in the same screen – universal weather icons tell all, and
  5. swiping left or right here brings up other (personally chosen) cities for weather consideration, all with a descriptive visual, leaving us with a nice feeling of connectedness. The world becomes a smaller place.

 

No frustration has been experienced in our interaction (aside from maybe cracking the sads about a pending rain-storm on a weekend) and we are left with a satisfactory user experience. The brain takes note.

Apple weather app screens

 

Reflective

Reflectively we now associate this app with simplicity, clarity and ease of use. It becomes our ‘go-to’ app for whenever we are planning our living activities.

In the bigger picture of our lives we welcome anything that aids us and creates a feeling of effortlessness, such as this weather app. Alternatively, if we were navigating an interface that was unintuitive and messy, difficult to navigate and visually harsh, we would walk away with a feeling of (often subconsciously) unease, frustration and incompletion. We would not be quick to return.

 

As Donald Norman’s discovery stated:

“The surprise is that we now have evidence that pleasing things work better, are easier to learn, and produce a more harmonious result.”

 

Not so surprising any more. Emotional design is fast becoming important to marketers as they holistically approach the creation of great user experiences. Each system (form and function) impacts the other and works together. Knowing that emotion is so vital to how we think makes it more important than ever to seek and create a meaningful connection with the consumer and to ensure the best user experience possible.

 

Jacqui Jewell is Senior Designer at We Are Social.

 

References:

  • Experiential Marketing: A New Framework for Design and Communications, Bernd Schmitt Ph.D
  • http://www.jnd.org/
  • http://www.smashingmagazine.com/2012/04/12/building-emotion-into-your-websites/
  • http://en.wikipedia.org/wiki/Emotional_Design

Tuesday Tune-Up #170

by Amaury Tréguer in News

#Sydneysiege & #illridewithyou counted 1.1 million mentions globally

Yesterday was definitely a dark day for Australians and Sydneysiders. An armed gunman entered the Lindt Chocolat Café in Martin Place and took hostage a group of twenty people for over 16 hours. The siege ended last night at 2am when police stormed the café to rescue the hostages. Three people lost their lives, including the gunman.

During the siege, two main hashtags were used. #Sydneysiege monitored all the movements and showed support to the victims – it was mentioned more than 712,500 times globally. The other hashtag #illridewithyou appeared yesterday afternoon, as a compassionate show of support for Muslims fearing racist backlash when commuting. The hashtag has since been mentioned more than 375,500 times.

Below is a list of the most retweeted tweets including one or two of these hasthags:

 

 

Our thoughts are with the families and friends of the two innocent hostages who lost their lives as well as all the other victims who were held hostage.

Facebook installs CTA page buttons Facebook has added several call-to-action buttons for page owners: book now, contact us, use app, play game, shop now, sign up and watch video. Dollar Shave Club, which has been using the functionality in beta, has said that it saw a 2.5x higher conversion rate in a three-week test, and that’s in a cutthroat market. You know, because they make razors.

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Facebook updates publishing and insights tools Facebook has added a set of new publishing tools and insights. The first is ‘interest targeting’, which allows pages to target content to subsets of fans who also ‘like’ other pages. Secondly, ‘post end date’ allows page owners to set a point when time-sensitive posts will disappear and, finally, there’s ‘smart publishing’, which means that popular links to your website will automatically show up in your fans’ News Feeds. For insights, the network has added URL-level reporting that shows when pages/influencers share a post and fixed a bug that was undercounting iOS traffic. Phew. That’s a lot of updates. Facebook updates search tools Facebook has made a couple of announcements about search. First of all, it’s updated Graph Search to make it easier to find specific posts; users can search, for example, the name of a friend and ‘wedding’ to see photos from the event.

facebooksearch1

Secondly, the network announced that it’s dropped Bing as its primary search partner, ahead of plans for a rumoured new search tool. Facebook is currently not showing web results at all, using its search tool to focus on locating content from within the network.

Zuckerberg appears in live Q&A Mark Zuckerberg hosted a live Q&A last week, in which he answered questions about his plans for Facebook. The CEO discussed his reasons for opposing a ‘dislike’ button, plans to explore ways to express diverse emotions and the value of connecting with people on social media, amongst other things. If you want to find out his views on privacy, use of real names and pizza toppings, you can read the full transcript here.

Instagram and Twitter discuss the future Instagram announced last week that it has overtaken Twitter in terms of users – 300 million to its rival’s 284 million. It has also mentioned plans to bring in verified accounts and purge fakes, in line with an interview given by CEO Kevin Systrom in Adweek, where he discussed the platform’s future. Particularly notable were his ideas to bring Instagram to ‘everyone with a phone’ and explore ‘new areas of communication’, like Hyperlapse. Twitter’s response? Well, co-founder Ev Williams ‘doesn’t give a shit’ about who has more users. So there you go. He’d prefer we look at Twitter as its own product and discuss its impact on the world, arguing that Twitter is what they wanted it to be when they set out.

Twitter upgrades Tailored Audiences Twitter launched its Tailored Audiences product back in 2013. Don’t worry, we’re not just reporting that now. The platform has just updated the feature to include data from mobile apps, meaning that advertisers can target ads within Twitter based on data from other mobile apps. Smashing.

LinkedIn redesigns homepage LinkedIn has changed its homepage layout, placing analytics and News Feed at the front and centre. Don’t worry if you haven’t got it yet, it’s being rolled out globally as we speak. Or rather, as I type and you read. Hi.

LinkedIn new layout

Ronald McDonald goes skydiving Big news, clown haters! Someone just got Ronald McDonald to jump out of a plane. Don’t worry, human lovers! It’s all part of a marketing stunt for McDonald’s, which posted the video on its Instagram page.

evian and We Are Social create outfit grids evian and We Are Social have worked together to promote the design of the new ‘Kenzo’ bottle, by posting ‘outfit grids’ across social media. You can see one of the rather satisfying tessellations below. evianOutfitGrid-20141210095557889

Auto Trader makes cars out of Lego Would you like your car to be made of Lego? Sorry, a model of your car. If so, get over to Facebook, Instagram or Twitter and post a picture using #DrivenByMe to enter the latest Auto Trader competition.

We Are Social creates #SecretSantaSacrifice for Age UK We Are Social has designed #SecretSantaSacrifice on behalf of Age UK, which asks people to replace the novelty office gift with a £5 donation to keep the elderly warm at Christmas. We Are Social’s own Charlie Cottrell discussed the campaign in the Drum:

No-one actually likes doing the office Secret Santa – it’s a mandated waste of £5 on novelty items that goes in the bin five minutes later. There are much better causes we could be spending our money on, one of which is making sure older people are warm this Christmas. Age UK is brilliantly set up to reach the most vulnerable people, and we hope that any support we can offer them will make a real difference to older people during the winter.

Boots bring #SpecialBecause to the physical universe High street pharmacist Boots has been encouraging social media users to nominate people who are special to them using the hashtag #SpecialBecause. It’s since taken to visiting these people in the real, non-online world and is sharing a set of 60-second videos.

Twitter goes loopy for breakfast cereal French Toast Crunch has returned! I’d actually never heard of it, because my parents wouldn’t let me have sugary cereal as a child, but then this isn’t all about me so maybe it’s time to move on. Twitter users had been campaigning for yonks, and have since taken to the network to say thanks… and ask for some other comebacks.

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Tuesday Tune-Up #169

by Abrye Redeker

Over half of digital display ads are never seen

According to Google research, 56.1% of all digital display ads are never seen by a human (we don’t have figures on any other life forms).

Lavazza’s #FromItalyWithPassion 

Lavazza coffee is introducing their Minu coffee machines to Australia with a campaign supported by social media challenges. Users are prompted to follow the Lavazza Barista across Italy and enter the competition during each leg of his travels for instant win opportunities associated with unlocking tasks through RTs, location pins & video views. Challenge participants are all added to the grand prize draw to win a trip for two to Italy.

Sydney hosts another soggy Tropfest

Despite torrential downpours and relentless electrical storms, the world’s largest short film festival took place in Sydney over the weekend. While attendance was abysmal in Centennial Park this year, the festival still managed to generate a great deal of buzz with the films airing on SBS and at live venues around Australia. The occasion amassed nearly 15,000 mentions with 86% of this conversation occurring on Twitter. Watch this year’s winning film below or visit Tropfest to enjoy all 16 finalist.

Adjustable photo filters on Twitter

Hooray for filters in all their photo-saving glory. Twitter has added ‘adjustable filters’, with an intensity slider – now the only difference between you and David Bailey is a wealth of talent and celebrity friends.

screen-shot-2014-12-02-at-1-20-33-pm

Tumblr adds buttons from external sites

Tumblr has added some new buttons for users that post content from specific sites. Etsy gets “buy”, Artsy “browse” and Kickstarter “pledge”, while anything that comes from Do Something allows you to, errr, “do something”. Nice.

New Tumblr Buttons

Geofilters available to all Snapchatters

Snapchat has had geofilters for a while now – super special filters that show up in a specific location. Previously, they could only be created by selected partners, but now this functionality is available to everyone. Must be nearly Christmas.

G+ adds pinned posts

You can now pin posts on Google+ profiles and pages. So can the Brooklyn Nets, as you can see in the example below. As you might expect, a pinned post will appear above all others.

Google Plus Pinned Post

Line Pay goes global

Messaging app, Line is expanding its e-payment system, Line Pay (previously only available in Japan) to the entire world. Line Pay allows users to register a card, with which they can make purchases on the Line store and in participating offline shops.

Toyota wants us to #BuckleUpForLife

Toyota is asking Twitter and Instagram users to upload photos with the hashtag #BuckleUpForLife, the name of a charity with which it’s working. For every picture, the car manufacturer will donate 10 car seats for children.

Build a Honda on Twitter

Remember when you could make a Mercedes on Instagram? Now you can build a Honda on Twitter. It’s an interesting trend in the automotive industry, but we imagine it’ll be a while before we see a Ferrari on Friends Reunited. Or an Audi on adult friend finder.

Honda_Twitter

Heineken will make your party better

Last Thursday, Heineken ran a campaign asking Twitter users to explain why they needed a Heineken-themed do. Tweets sent in with the hashtag #SparkMyParty were entered for the chance to win everything you need for a party: a DJ, beers and, of course, balloons.

Stella buys Instagram ads

Stella Artois has become the first beer brand to purchase Instagram ads, thinking that we may all be planning a merry Christmas. Here are a couple of the shots.

Stella Instagram 1

Stella Instagram 2

Celebrate advent on Instagram

Too old for a chocolate advent calendar? No, you’re never too old, but if you will be such a Scrooge about it, there’s an online version you can try with ASOS. Using #Instaadvent1 through #Instaadvent24, the fashion retailer is running a daily advent-themed competition in the build up to Christmas.

ASOS Instagram advent

Ted Baker wants to help Santa take an Elfie

Don’t you hate it when you want to take an Elfie, but all your elves are missing? Well so does Ted Baker. It’s created a ‘choose your own adventure’ game on Instagram, where you can find the missing elves. You might even win a prize.

Brands on Black Friday

Lots of brands got involved with Black Friday, as you might imagine. There’s a roundup of some of the campaigns here. Amazon allowed Twitter users to ‘tweet to unwrap’ early deals, Kohl’s asked trivia questions with a $500 gift card prize and Target requested #Salefies from those who didn’t get trampled in the carnage.

Brands tweet about Peter Pan Live

NBC has plans to build a ‘live tradition’, starting with last week’s ‘Peter Pan Live’. Brands got involved with the massive televisual event.

Skeletor takes over Honda Twitter

Fed up of trying to conquer Grayskull, Skeletor took over Honda’s Twitter account last week. It’s gone back to normal now, but our contacts in Eternia say that he had a lovely time.

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Tuesday Tune-Up #168

by Adam Hairston

We Are Social kitchen fork goes viral

Novelist Nikesh Shukla and We Are Social creative Nick Hearne have been winning the Internet with their footage of a lamb chop in spaceIn June 2014 the pair ‘borrowed’ a fork from We Are Social’s kitchen and sent a Tayyabs lamb chop into space to promote Nikesh’s new novel ‘Meatspace’ (get it? Meat. Space. The book has nothing to do with sending meat into space!)

The video has officially GONE VIRAL, with attention coming from: ViceHuffington PostBBCMashableTodayDaily MailThe TelegraphTime Out… and the list goes on, and on. Check out the awesome footage below.

lamp chop4

UK-based travel company launches travel show on Snapchat

Topdeck has unveiled the first travel show on Snapchat, partnering with YouTube star James Hill to host “Topdeck Snaps,” a six-episode series focusing on exploring Budapest, Berlin, Krakow, and Prague. The series, which will be amplified on Topdeck’s social platforms, including Facebook, Twitter, and Instagram, will use the hashtag #TopdeckSnaps and take advantage of Snapchat’s Stories functionality.

During the campaign, Hill will live like a local and show insider tips as well as real-time and authentic cultural experiences. The intention of the campaign is to “introduce [Topdeck] to a 18-34 audience in a way which inspires and challenges perceptions of what a coach-based holiday around Europe actually is.”

Instagram is the place to be to reach millenials

In a recent study conducted by Instagram, the platform found that 13-24 year olds are “checking the app on average five times per day, with 42% regularly engaging with brands.” In October, Instagram Australia launched its inaugural ad campaign with ice cream brand Ben & Jerry’s and early results have been promising. The photo sharing app currently has 10 ad partners in Australia running campaigns with more to launch in December.

Ben and Jerrys_6D4F1AA0-4E6D-11E4-B289029A621F8418

Over half of UK ad budgets to go digital in 2015

UK readers, do you feel digitally savvy? Well that’s because you are. In fact, you’re so digitally savvy that advertisers are set to spend more than 50% of their £15.7bn budgets on digital in 2015. That puts the UK at number one in the digital ad stakes, followed by Sweden (47%), Denmark (43%), Australia (42%) and Norway (40%).

Twitter adds Offer button

Twitter is bumping up its e-commerce offering with the launch of ‘Twitter Offers’. A set of partners can now tweet messages containing an offer, which users can claim in store by registering their credit or debit card. All this in time for the festive season – it’s a Christmas miracle!

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Twitter tests in-tweet analytics

Twitter has started an experiment with in-tweet analytics, in which some users are seeing a ‘view analytics details’ button on the mobile app. Clicking the button allows you to, well, view the analytics details of the tweet, including impressions, total engagements and engagement rate.

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Samsung sponsors rugby highlights on Twitter

Samsung mobile is sponsoring rugby video content on Twitter, through the Sky Sports Rugby account. It’s a nice example of a brand taking a normal online behaviour (in this case sharing video clips in near-real time) and embracing it, rather than trying to shut it down.

We Are Social and Bulmers start ‘yarn-bombing’

Bulmers and We Are Social are joining up to make winter a little warmer, by knitting Twitter handles in yarn to create ‘tree cosies’ for Bulmers’ apple trees. The cider brand is asking its community to respond to a set of competition questions, with a few lucky winners getting their Twitter handle yarned up.

The ASA bans Oreo YouTube ads

The UK’s Advertising Standards Agency has banned a set of YouTube videos for Oreo, because they did not adequately point out that they were adverts. If you’re desperate to feast your eyes on an ‘Oreo Lick Race’, though, fear not! We’ve got one embedded below.

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