Here are all of the posts tagged ‘advertising’.
Opera House sells virtual tiles to increase preservation funds
Sydney Opera House is inviting you to take part in the preservation of the iconic building through their latest initiative, #ownourhouse. This interactive experience prompts you to sponsor the Opera House by buying a virtual tile on the House’s tallest sail. After choosing a tile, you can upload a photo and a message, explore the tile bookings around you and see a 360-degree bird’s eye view of the harbour from your Opera House real estate.
We Are Social launches Mum’s Playground mobile app
Meet “Mum’s Playground”, the brand new mobile app developed by We Are Social for mums and bubs in the Curash community. Using this portable guide to baby-friendly locations, mothers can search, rate and review nearby locations based on everything from pram access to changing facilities.
The app acts as a mini social network, whereby users can set up profile pages, invite their friends and interact with a greater community online. Download the free app from the App Store or Google Play.
Sass & Bide invite you to design a card & share for charity
Aussie fashion label, sass & bide, invite you to their “Create the Great Workshop” where you can design your own Christmas card using pieces from their eBoutique. For each creation sent to a friend’s email address, sass & bide will donate $1 to Barnardos Australia.
Twitter’s user base skewing younger
Twitter, a network with a traditionally ‘older’ user base, has come out as skewing younger than both Facebook and LinkedIn, according to a new piece of research by comScore. Globally, 32.3% of Twitter’s desktop users are aged 15-24, compared with 28.9% on Facebook and 21.4% on LinkedIn.
The difference on mobile is even bigger; US data shows that 24.8% of Twitter’s mobile users are in the youngest 18-24 age group, compared with 19.4% on Facebook and 14.7% on LinkedIn.
Facebook decreases organic reach
After months of speculation, Facebook has finally admitted to decreasing organic reach for page posts. The network explained the move as follows:
We expect organic distribution of an individual page’s posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.
However, it’s also likely to have been fuelled by a desire for brands to spend more on paid media. Our blog post on the subject highlights the changes and discusses how best for brands to proceed – from investing in promotion to ensuring the presence of strong, creative content.
Facebook updates News Feed to highlight articles
Facebook has announced updates to the way articles are treated in the News Feed, all of which aim to increase the importance of news articles on the network. Firstly, there has been an edit to Facebook’s algorithm to allow for what they call “high quality” articles to appear higher than, say, the latest meme. Then, once a link to an article has been clicked, similar related news will appear at the bottom, as shown below. Finally, articles on which your friends comment will now occasionally be selected for ‘bumping’ back up the News Feed.
The value of a Facebook log-in
Facebook has published a blog post this week, looking at the value of a ‘Facebook log-in’, rather than any other way of accessing an app. The piece looks at four different apps, with results including: Facebook log-in users are 27% more likely to be repeat ticket buyers with Applauze, have a 30% higher average lifetime value for Threadflip and listen 8% longer to Swell Radio. These are nice examples, but it’s worth noting that this correlation doesn’t necessarily mean that this effect has been brought about by the Facebook log-in system.
Twitter reveals ‘tailored audiences’
Twitter has announced the launch of ‘tailored audiences’, an ad product that will allow retargeting of mobile users. It will allow advertisers to serve promoted tweets on Twitter’s mobile apps to those who have visited a website elsewhere on the internet. The network explained in a blog post how it works:
Twitter was also keen to point out the importance of privacy: users can simply uncheck ‘promoted content’ in their privacy setting to prevent their data being used for retargeting purposes.
Tumblr introduces sponsored trending blogs
Tumblr is testing ‘sponsored trending blogs’ for mobile, allowing advertisers to pay for a blog to appear alongside other trending blogs on the network’s mobile apps, differentiated only by a dollar sign. The product is being soft launched at the moment and will go fully live in January.
Foursquare for iPhone
Foursquare has launched its new iPhone app, with a few interesting new features. First of all, it’s had a fairly vast design overhaul, aimed at making a ‘sleeker’ experience. To support this, the app will also ‘shuffle’ content each time you open it, allowing you to get a greater idea of what’s going on where you are. Finally, push notifications will tell you what is happening when you arrive in a new place, without the app even being open. You can see a couple of examples of this below.
Pinterest’s increased traffic on Black Friday/Cyber Monday
On Black Friday and Cyber Monday, two days known for hugely increased volumes of shopping in the US, Pinterest greatly increased the revenue sent to retailers. Doubling on Black Friday and up 3.6 times on Cyber Monday, the increase is being used as evidence for Pinterest’s monetary value in the retail market.
Star Wars launches on Instagram
With its next instalment in the pipeline, if still two years away, Star Wars has begun a promotion drive on Instagram, starting with the below Darth Vader selfie.
Sprint’s ad launched on individual’s Twitter feed
Sprint has launched its latest video ad, starring James Earl Jones and Malcolm McDowell, on a single individual’s Twitter profile. The surreal series of adverts sees the two actors read out everyday text messages and conversations, so the latest iteration is a logical move in the comedic saga.
Insurance company uses tragedies to promote its product
After the news of Nelson Mandela’s death last week, Twitter was largely populated by individuals wishing to express sadness, or condolences to his family. However, one American insurance brand decided to try to use is as an opportunity to promote their product:
It turns out this isn’t the only time they’ve done this, either. When Hollywood actor Paul Walker died, they tweeted the following:
It’s no surprise to see brands hijacking certain Twitter trends; however, this is a particularly unpleasant example, which naturally saw a fair deal of backlash from the general public.
1. Facebook scam plagues JB Hi-Fi
Yet another Facebook survey scam has hit Australia. This time victims, who don’t know any better, are being lured by the chance to receive $200 JB Hi-Fi vouchers.
Links are spreading like wildfire for the scam because the first step of ‘entering’ is to share a link with your friends for the competition.
It should come as no surprise that after this step, you’re told that you’re a winner. All you need to do is complete a survey to prove that you are human.
This is where the scammers make their money. They get paid for every survey that gets completed.
Remember, if it sounds too good to be true, it probably is.
2. Mobile engagement on the rise
As an indication of the growing trend for users to engage with social applications via their mobile, we thought we would share some interesting insights gleaned from a competition we are currently running for a client.
The competition was released both as a Facebook application for desktop users, and a mobile enabled website. The competition is being promoted across a range of mediums to attract a broad audience. Because we autodetect the user’s device, there is no bias towards what browsing device the users need to use to access the application. So it might interest you to know that the current statistics are that 39% of all entries are being completed from a mobile device. While it is a limited data set, this would suggest that we are not far away from mobile accounting for half of all engagement with social applications.
However, if the objective is to encourage sharing, desktop users were twice as likely to use the share functions we provided and share the content with their network. 23% of all mobile users shared the link, while 42% of all desktop users through Facebook, shared the link with their friends.
Is this an issue of time on the device, or user behaviour? We would love to hear your thoughts on the subject.
3. Smith Family goes social
The Smith Family Christmas Appeal has gone social in 2011. The Facebook campaign goal is to demonstrate the impact on children who live in jobless families.
An interactive video app has been created that inserts you and your friends into the narrative. The idea is to demonstrate exactly what it feels like to be a kid living without the basics.
The charity said that while donations are key, sharing the message through social media and growing the community of committed fans on Facebook is the priority.
4. Marketing budgets set to rise in 2012
Aussie marketing budgets are predicted to increase by 3.5% on average next year, according to the Australian Marketing Institute.
Almost two-in-five marketers said they expected their 2012 budgets to increase by a whopping 20% compared to this year. Social media spending alone looks like it will increase by 6% across the board.
AMI chief executive Mark Crowe said: “Again we are seeing large budget variances across all sectors. However, overall a further increase in budgets is expected, which represents a consolidation of the strong growth that was experienced last year.”
“Online and new media not surprisingly continue to enjoy high levels of increased usage,” Crowe added. “However traditional media can also look forward to increased usage albeit not at the same level.”
5. Facebook ads get you emotional
Facebook have been selling different types of advertising for a while now and suggesting those that resemble status updates are more engaging than elsewhere online. This claim has now been confirmed by two studies conducted by Neurofocus and Nielson.
The studies used brainwave pattern analysis to determine how effective marketing messages are in different formats. It was found on all measurements (brand recollection, recall and resonance), that Facebook scored better on both attention-to and emotional engagement with the test ads. It’s strong emotional bonds, which have kept traditionalist spending their budgets on TV advertising; perhaps these new insights will sway a few budgets in the direction of Facebook.
6. When Twitter impacts TV ratings the most
Last year a report by Nielsen revealed that Internet buzz can increase TV ratings, recently Nielsen have released a taster of their research project measuring exactly how much Twitter impacts TV ratings.
Importance of different forms of Social Media varies through the lifecycle of a premiere:
Findings show that although social buzz can impact ratings weeks in advance, Twitter specifically has the most effect near to and during airtime.
7. Facebook roll out timeline and private messages
The new Facebook timeline has begun rolling out in New Zealand, and will be available globally in the near future. The redesigned interface shows users activity chronologically right back to birth. Once live, users will have a small amount of time to curate their older activities before it’s all readily visible.
On top of the new timelines, Facebook are also trialling Private Messages between Pages and fans. A seemingly minor update, but it will allow brands a chance to interact with fans in a more direct and individual manner.
8. Twitter gets a redesign and sets its sights high
This week Twitter launched their new updated user interface. The interface provides users a faster, simpler way to find out what’s happening around them and the news they care about. The launch added numerous features most notable the ‘discover’ tab, a tab containing useful and entertaining information customised for the user.
After the launch of the exciting new interface, our Singapore team noticed a few similarities with Sina Weibo. The similarities (and differences) help illustrate how social networking is fuelling great innovations and sharing best practise between them.
The update has also seen the addition of enhanced brand pages:
As part of this release, we are introducing enhanced profile pages that help marketers create an even more compelling destination on Twitter for their brands.
Now, your profile page does more to help you make an impression with a large header image for displaying your logo, tagline, and any other visuals.
You can also control the message visitors see when they first come to your profile page by promoting a Tweet to the top of your page’s timeline. This Tweet helps you highlight your most engaging and important content and better connect with your target audience. The Promoted Tweet on your profile page will appear auto-expanded so that visitors to your page can instantly see the photo or video content that you link to from your Tweet.
This page and the Promoted Tweet are both free of charge and publicly accessible for the whole world to see. Your profile page is your own – your colors, your logo, and your messaging.
These enhanced brand pages will offer a much more customisable experience for their fans, allowing them to present their best content on Twitter, and Ad Age have a great overview of how the launch brands are using their pages. However, as We Are Social’s Jim Coleman said to Econsultancy:
Users will only see these pages when they’re first deciding to follow a brand – so we can expect follow conversion rates to go up slightly, but the new brand pages will make no difference to brands everyday interactions with their followers and customers as this still all happens in the stream.
The intent is obviously to make Twitter more ‘sticky’. Twitter has long been envious of Facebook’s amazing average time on site figures, and this is their attempt to bridge that gap. These changes will definitely move the needle in the right direction, but the question is how much.
Not happy with just releasing a simple, easier interface across all platforms, Twitter have also announced their new total user goal; 7bn people. The changes to the interface should help fresh users get to terms quicker, and perhaps the sky really is the limit for this bird.
In other Twitter related news, an email from Twitter sales suggests the cost of a Twitter fan is between $2.50 and $4. The email discusses the benefits for brands as well as flaunting some enticing numbers such as the 15x increase in impression volume from Promoted tweets.
9. Isaiah Mustafa is ‘MANta Claus’
The well chiselled face of Old Spice is at it again with a promise to gift all 7 billion people on earth this Christmas. The video below is the first of many and gifts a ‘pair of high heeled lady shoes made out of necklaces’ to @beautyjunkies.
Other recipients include the city of Balitimore, 25 of his closest Internet friends and the whole country of Australia. Stay tuned to the Old Spice YouTube channel to see what he gifts the rest of the planet.
10. Wikipedia investigate PR firm for edits.
Wikipedia have suspended at least 10 accounts linked to PR firm Bell Pottinger for content manipulation. It has been said that the accounts were linked to positive statements being added and negative being removed from client’s pages. The main issue being that the firm was not disclosing their link to the brands, helpfully the founder of Wikipedia has offered to go into the company and give them advice on ethical editing of Wikipedia.
Welcome to Movember, folks! Also know round these parts as ‘Tom Selleck appreciation month’.
To ease you into your month we’ve gathered the biggest stories from the social web for you to digest in one-easy-to-swallow blog post.
Here are the Top 10 stories in social media this week;
1. Facebook and Twitter users spamming friends in exchange for cash
In what amounts to a hijacking of brand advocacy, Socialloot are offering marketing dollars to users who sign up and post about brands to their communities.
The site has over a million users in Australia across Facebook and Twitter, with 500 Australian brands – including Reader’s Digest, Perfume Connection, Starshots and Bevilles Jeweller - offering users cash in exchange for links.
With the company set to go Global next year, it’s worth keeping an eye on. If your friends start trying to sell you random products, it’ll likely be the end of social networking as we know it.
2. Marketers use fan numbers to measure social media success
A newly-released survey suggests that although marketers realise fan numbers aren’t the be-all and end-all, they do end up relying on them for measuring success. 60% still used fan numbers as a primary measure of gauging success.
The folly of this is clear: just accruing fans is not enough; it’s what you do with them which is important.
3. Vitrue research into Facebook fans
Vitrue have produced a really useful bit of research outlining how the demographics of Facebook overall are markedly different from the sub-group who like Pages, who tend to be younger and predominantly women.
In the case of consumer packaged goods Pages, the fans skew even more female but are slightly older.
4. How the F8 changes are affecting Facebook Pages
Analysis from PageLever suggests that the recent Facebook changes have made more fans see Page updates, but those fans are seeing fewer updates:
Facebook’s changes, announced at its F8 Developers Conference last month, appear to have boosted brands’ visibility among more of their fans but decreased the frequency with which a brand’s fans see its messages, according to a study of more than 300 brand pages. In what should be considered good news, the new layout has substantially increased fan interactions with brands.
EdgeRank Checker have produced other research, highlighting how engagement is generally up massively, with comments up 14% and likes up 16%, although impressions are down 22%.
In addition, engagement has dropped on smaller Facebook Pages, meaning that although this is good news for big brands, it’s bad news for local restaurants:
5. Google+ launches more updates in bid to improve UI
Google+ rolled out three new features last week, in a bid to increase the amount of time people spend on the site:
1) They’ve launched a what’s hot on Google + feature, to highlight – how did you guess?! – what’s hot on Google+:
2) There’s also now Google+ Ripples, which allows you how to track how popular posts are shared, and who the big conversation drivers and contributors are:
3) Finally and most interestingly, they’ve launched Google+ Creative Kit which allows users to edit their photos with some cool effects:
With Google+ now also available with Google Apps, one can hardly accuse Google of giving up on Google+ just yet.
6. BBC moves to human-edited Twitter feeds
The BBC has announced that its four core Twitter feeds will now be curated by real people. Nieman Journalism Lab has an interesting post about the effect human curation can have.
7. Airlines outed for bad customer service in social
There was bad news for two airlines this week: first, American Airlines was declared the least popular airline in social media, with only 12% positive sentiment.
Then, Qantas managed to fully step up to the fail-plate with some unbelievably wooden customer service via social media.
All of this left them flying towards the top of the trending topics, before the fuel of negative sentiment overpowered the account, leading them to truly crash and burn. It’s plain simple: it’s just not good enough to wing it.
8. adidas Originals Womens’ Look Book Instagram Contest
adidas recently launched an interesting city vs city Instagram challenge to encourage fans to capture their Originals styles.
Fans then upload photos of their outfits and their friends’ and tag them with #adidasoriginals and a geo-tag of their city and vote for their favourite look.
9. Chapstick’s social media suicide
A real #epicfail for Chapstick: first they posted an image of a woman with her backside in the air looking for her chapstick behind the sofa.
This photo received a spiral of negative comments which were subsequently deleted. More comments were posted, more comments were deleted, still with no word of apology.
Finally Chapstick issued an apology containing the words “we’re committed to listening…” but we’re not sure that message will stick, chaps.
10. Mexican football team replaces players’ names with Twitter handles
In a nifty move, Mexican football team Jaguares di Chiapas put their players’ Twitter handles on the back of their shirts instead of their names.
They also advertised their sponsor’s Twitter account, rather than the sponsor itself. Tweet idea!
The Week According To The Internet:
- Twitter Account Of The Week: Shippam’s Fish Paste
- Tumblr Of The Week: Barack Obama
- Heartwarming Reddit thread of the week: Boy suffering Leukemia photoshopped into amazing pictures to cheer him up.