Here are all of the posts tagged ‘australia’.
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.
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.
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.
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.
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.
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.
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.
— Visa (@Visa) July 8, 2014
— Seattle Seahawks (@Seahawks) July 8, 2014
— Paddy Power (@paddypower) July 9, 2014
— adidas (@adidas) July 8, 2014
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.
— CIA (@CIA) July 7, 2014
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.
Metro Trains leverage content opportunity
Australia’s favourite PSA series leveraged Pamplona’s annual Running of the Bulls for their latest addition to the Dumb Ways to Die videos.
Advertisers will increase social ad budgets
Most advertisers are planning to increase their ad budgets for social media, according to an Ad Age survey of 1,682 agency executives. Of those asked, 53% will modestly increase their Twitter budget, compared to 48% for Facebook and 43% for YouTube. ‘Significant increases’ are expected by roughly 10% of respondents for all platforms, while hardly anyone plans to ‘significantly decrease’ budgets on any of the three networks.
Eventbrite release their ROI figures on social sharing
A 2013 Eventbrite sales analysis shows that social media shares on Twitter drive $10.90 while Facebook & LinkedIn follow with only $4.10 & $3.20.
“This is most likely due to the fact that Facebook has a deeper penetration in Australia, leading to more cluttered and potentially less relevant newsfeeds,” Eventbrite international expansion manager Elsita Meyer-Brandt said. “On the other hand, Twitter is less saturated, meaning less distraction for users. Also, the 140 character limit means users often need to click on links to see more information.” Read more on Mumbrella.
Lorna Jane takes the #1 Facebook spot in retail fashion
The Australian Facebook Performance Report shows that Lorna Jane has pulled ahead of Bonds, Nike, Country Road & General Pants to become the most highly engaged Facebook brand in the retail fashion category. With the leading engagement rate of 1.65%, Jessie Dean, Digital Media Manager for Lorna Jane says: “With Facebook ‘likes’ growing at over 4500 per week its clear that customers know the Lorna Jane experience doesn’t end when they buy something.”
Facebook buys LiveRail
Facebook is to further increase its video ad business with the purchase of LiveRail, one of the biggest video ad sellers, which automates the sale of video adverts for the likes of MLB, ABC and DailyMotion. According to Ad Age, a Facebook spokesperson declined to comment on the price of the deal. Facebook will use LiveRail’s data when serving ads on its own network, and vice versa. This should help to amplify Facebook’s ‘Audience Network’, which allows advertisers to extend campaigns beyond the social network.
Facebook creates ‘missed call’ ad unit for India
When a person sees an ad on Facebook they can place a ‘missed call’ by clicking the ad from their mobile device. In the return call, the person receives valuable content, such as music, cricket scores or celebrity messages, alongside a brand message from the advertiser — all without using airtime or data.
India has a culture of pre-paid phone contracts, which often include high costs for data and text messages; as such, the missed call is a common workaround. Facebook is hoping to take advantage of this behaviour in the country, which has its second-highest global user base.
Twitter ups mobile ad offering
Twitter has made two moves to improve its mobile ad offering in the last week. First of all, it is now offering mobile app installation ads, which it has been testing since earlier this year, to all advertisers. Secondly, it has purchased TapCommerce, which helps mobile businesses to retarget ads, for a reported $100m. The two moves display a clear intent by Twitter to focus on mobile advertising.
Tweets appear with ‘buy now’ button
A ‘buy now’ button appeared on several tweets last week, all linked to the @fancy account. The button was only visible on mobile and didn’t actually do anything when clicked, inciting speculation that it was either a test or an accident. However, it looks likely that shopping on Twitter will be here soon enough.
Vine adds loop count
Vine has added a ‘loop count’, a metric that displays how many times a particular Vine has been repeated. The idea is that this will show which videos are best engaging their audience, which could be big news for brands. We Are Social’s Luke Carrell talked to AgencySpy about the move:
For many marketers, Vine continues to be a bit of an enigma, with its younger audience and tendency to reward quick, quirky humor that can be difficult to get exactly right. While many brands have embraced the platform as an outlet for one-off creative exercises, more robust metrics such as the introduction of content impressions (e.g. Loops) opens the door for gathering insights that can help build smarter content plays over the long term.
Google kills Orkut
Google is bringing an end to Orkut, its original social network, which remains popular in Brazil and India. It released a blog post, which stated that “YouTube, Blogger and Google+ [had] outpaced Orkut’s growth”. September 30th will be the network’s final day.
The World Cup breaks records in social
The World Cup has been one of the most talked-about events of all time online, and there is now more evidence to support that. The total number of Facebook posts, comments and likes relating to the World Cup has reached the 1bn mark, with 11 posts from footballers competing in the tournament each receiving more than 1m likes. Of these, seven came from Neymar, three from Messi and one from Ronaldo. Meanwhile, Brazil’s penalty shootout victory over Chile elicited 389,000 tweets in one minute, the highest figure of all time. The previous record was held by February’s Superbowl, in which a single touchdown caused 382,000 tweets in a minute.
adidas and We Are Social produce real-time World Cup content
Ad Age recently spent the day at adidas’s real-time marketing hub at the World Cup in Rio, a 40-strong delegation that includes some of the We Are Social gang. Their article about the experience highlights adidas and We Are Social’s extensive pre-World Cup preparation, while also discussing the way in which the team deals with reactive content on the ground. So far, adidas is the most talked-about brand of the entire tournament.
— adidasfootball (@adidasfootball) July 4, 2014
— adidasfussball (@adidasfussball) July 4, 2014
We Are Social and adidas celebrate Djokovic’s Wimbledon win
In the immediate aftermath of Novak Djokovic’s thrilling fifth set win over Roger Federer at Wimbledon, We Are Social and adidas Tennis posted a congratulatory tweet and image to celebrate the moment. It was the culmination of two weeks of support for its players, all under the umbrella of #smashthesilence. The tweet itself has received over 1,250 retweets, the hashtag being mentioned 10,700 times throughout the tournament.
— adidas tennis (@adidastennis) July 6, 2014
We Are Social and evian create #LetsPlay
We Are Social created a campaign for water brand, evian, which encouraged people to live young during Wimbledon. Fans simply had to tweet @evianwater with #LetsPlay. Lucky winners received a personalised Vine, sung by Vive Vocals.
— evian (@evianwater) July 2, 2014
— evian (@evianwater) July 2, 2014
Monster puts job ads in Twitter cards
Monster, the recruitment company, has released a new Twitter card, which displays a full job advert within a tweet. Here it is in all its glory:
— Monster (@Monster) June 30, 2014
Barbie joins LinkedIn
Looking for a career as a plastic toy? Better connect with Barbie – she’s just joined LinkedIn. The move is promoting the doll’s latest incarnation, ‘Entrepreneur Barbie’, whose profile includes details on her long and illustrious career, as well as an explanation of her latest venture, ‘Dream Incubator’.
Ikea creates Instagram ‘website’
Ikea has created an Instagram page that functions like a website. By featuring products from its Ikea PS collection, alongside a product description, it takes advantage of the network’s layout, as explained in the video below.
Vodafone is curating a Twitter play
Vodafone is teaming up with Spanish actor, Raúl Arévalo, to curate a play from tweets. Twitter users will be encouraged to send in suggestions for lines/directions using the hashtag #firstteatrotuits (first theatre tweets), after which the play will be performed to a live audience in Madrid’s Capitol Theatre. The audience, too, will be encouraged to send in their own suggestions.
AutoTrader.com and Overly Attached Girlfriend
AutoTrader.com has enlisted the help of Laina Morris, better known as ‘Overly Attached Girlfriend’, in its latest online campaign. The online star is featured in a video, in which she uses the site’s various features to help keep her search hidden from her partner. After watching, viewers are encouraged to take part in a similar online treasure hunt.
CALM launches the Twitter #Mandictionary
Male suicide charity, CALM, has created a Twitter campaign, which asks users to tweet their suggestions for vocabulary to express male emotion, using #Mandictionary. The charity hopes the campaign will help promote discussion of male mental health, and intends to use the submissions in future ads.
— Ceiling Demons (@CeilingDemons) July 1, 2014
Twitter trolls Robin Thicke
Music channel VH1 encouraged Twitter users to tweet questions to Robin Thicke last week, using #AskThicke. Naturally, for such a controversial figure, some of the questions weren’t quite what Thicke might have hoped. Many tweets, such as the below, highlighted Thicke’s questionable history and accusations of misogyny.
What form of sexual or emotional abuse will you be normalising in your next jaunty hit? #AskThicke
— Scriblit (@Scriblit) June 30, 2014
#AskThicke Once you’ve cracked ‘hug me’, any thoughts on what rhymes with ‘misogynistic douchebag’?
— James Martin (@Pundamentalism) July 1, 2014
Ukrainian club creates social media bar
The Boom Boom Room, a night club in Kiev, has a set menu of eleven drinks in its newly-launched “Check-in bar”, each of which can be purchased in exchange for a different social media activity. A hashtagged Instagram selfie is worth one shot, a photo with four tagged friends earns you a bottle of Prosecco and there’s a special drink for a mayor’s badge on Foursquare.
Sharing is caring. Caring is loving. Loving is amazing.
Pedigree strictly followed this old saying in their latest YouTube campaign. In order to raise money for their Adoption Drive program, Pedigree created a 60 second video of cute puppies playing in front of the camera. Based on the premise that if a video goes viral on YouTube, the video platform shares the money earned from advertising with the video creator, Pedigree is hoping to use the funds in order to feed, treat and finding owners for their dogs. So if you want to contribute to this great program, just share the video with your peers and let’s make this video as viral as we can. For the love of dogs…
The most watched Australian YouTube ad in 2014 so far…
In a recent article published by AdNews, Head of YouTube Solutions Olly Grundy lists the most watched Australian YouTube ads since the beginning of the year. As Grundy outlines, online video platforms such as YouTube allow advertisers to communicate for longer than the classic 30 seconds TV spot. The video that tops the podium is actually over 4 minutes long by Air New Zealand. It features extremely talented Sports Illustrated models taking us through the beauty of in-flight safety. I personally feel much safer now. Enjoy!
TV conversation targeting arrives in Beta on our Australian shores.
Oliver Young, Twitter Senior Product Manager announced that the new targeting capabilities have arrived in Australia in beta form. Every day people use Twitter to engage with their favourite TV shows or TV events. By combining their TV & Twitter efforts, advertisers can encourage users to take action (for example: visit a website, watch a video, subscribe to a platform…)
— Twitter Advertising (@TwitterAds) March 24, 2014
Most social referrals come from Facebook
Facebook leads its rivals for social referrals, according to the Shareaholic Social Media Traffic Report for Q1 2014. In March, over 20% of all referrals to Shareaholic’s 300,000 sites came through Facebook; closest rival, Pinterest, saw just 7.1%. Almost all major social platforms grew their share of overall referrals during the study period, with only LinkedIn and YouTube witnessing a decline.
Facebook in review: Q1 2014
Facebook has announced its figures for the first quarter of this year. The platform now has 1.28 billion monthly active users and 802 million daily active users, up from 1.23 billion and 757 million in the last quarter of 2013.
A large proportion of new users came from mobile. Over 1 billion people now access Facebook via mobile at least once a month, compared with 945 million in the previous quarter. Mobile-only users have grown from 296 million to 341 million in the same period.
Revenue grew 72% year-on-year to $2.5bn. Ad revenue accounted for $2.27bn, a year-on-year increase of 82%, while 59% of all ad revenue came from mobile. That’s up from 53% in the previous quarter and just 30% in Q1 2013.
Facebook launches Newswire
Facebook has announced the launch of Newswire, a resource that looks to provide content from the platform for journalists and newsrooms to embed in their own stories. The system is powered by Storyful, a social discovery and verification tool.
Facebook acquires Moves
Another week, another acquisition by Facebook. This time it’s ‘Moves’, an app that tracks fitness and activities – you can see how it looks in the image below. For now, the impact of the acquisition will be minimal, with the founders of Moves assuring users that it will continue to act as a standalone app, independent of its parent company.
Video ads are coming to Instagram
Instagram is soon to introduce video advertising, according to AdWeek. The platform, which is notoriously meticulous when it comes to vetting advertising, will continue to work with only a few select partners.
Instagram personalises the Explore tab
Instagram has updated its ‘Explore’ tab. It now features not just top content from across the network, but also the photos and videos that have been liked by those you follow.
WhatsApp reaches 500m users
WhatsApp now has 500 million active users, having added another 70 million since its acquisition by Facebook in February. Jan Koum, the company’s chief executive, stated that these users are now posting 700m photos and 100m videos every single day. He also implied that its rivals were “shitty”. The potty mouth.
New Twitter profiles are open to all
No more staring in envy at those brand pages with their big headers and pinned tweets – the new Twitter profiles are now available for everybody. If you’re still deciding how to decorate your new online space, never fear – the new profiles aren’t compulsory just yet.
Twitter introduces ‘website preview’ ad card
Twitter is adding another type of ad to its list of cards. Soon enough, you’ll start seeing tweets like the below, which preview company websites. This is the latest in a host of such moves, and The Wall Street Journal believes that there may be a dozen more to come this year alone.
LinkedIn improves ad offering
LinkedIn has bulked up its ad offering with two new releases: a Sponsored Updates API and Content Partners. The API will allow selected ad tech partners to sell sponsored updates across the platform, with five partners initially signed up. With Content Partners, LinkedIn will let companies sponsor content from popular publishers such as The Atlantic, CBS Interactive and Bloomberg. According to LinkedIn, posts from the aforementioned organisations receive 30% more engagement than the average marketer update.
Vic Gundotra leaves Google
Vic Gundotra, the founding father of Google+, has left Google. This has led to big questions about the future of the social network. TechCrunch reports rumours that the 1,000-strong team in charge of the social network is being reshuffled – it also questions if this may be the end for Google+ as a rival to the likes of Facebook and Twitter. A spokesperson from Google has denied the claims:
Today’s news has no impact on our Google+ strategy — we have an incredibly talented team that will continue to build great user experiences across Google+, Hangouts and Photos.
Tumblr better for social TV than Twitter?
Tumblr has argued that it hosts more conversation about television than its rival, Twitter. In a study published last week, the platform accepts that more live mentions happen on Twitter, but only marginally so – and the figure is easily made up for in the following days on Tumblr.
Pinterest previews Guided Search
Pinterest has created a new tool, named ‘Guided Search’, for its Android and iPhone/iPad apps. With each query unique to the user, it aims to aid exploration of its vast swathes of content. CEO Ben Silbermann explained the tool’s goals very succinctly:
Let’s build a search engine that’s more about exploration and discovery and teaching you about your tastes.
Cinema tickets through Twitter
Fandango, the ticketing service, is allowing people to buy cinema tickets through Twitter. Tweets about certain films that link to the Fandango site will now appear with the poster, information and a purchase button.
Peugeot races against Twitter followers
Peugeot is offering Twitter followers a chance to win a driving experience for two in Germany, in order to promote its new model, the RCZ R. Entrants have to complete a 140-character tweet more quickly than the car can accelerate from 0-90mph on a track.
We Are Social asks Volvic fans if they’ve #GotTheBottle
Water brand Volvic has announced a partnership with Tough Mudder, aiming to drive awareness around ‘Volcanicity’. As part of the move, We Are Social has created a bespoke #GotTheBottle app, which will source fans’ best moments from Tough Mudder – and photo submissions will be entered for the chance to win a trip to Las Vegas.
Ronald McDonald gets new look
Nightmare inhabitant Ronald McDonald now has a new look, especially for social media. Mentions of #ronaldmcdonald and #lovinit have increased since launch, but so have tweets containing #notlovinit. We’ll let you decide for yourself.
#myNYPD Twitter fail
The New York Police Department created a classic Twitter fail last week by asking people to tweet their pictures of the force using the hashtag #myNYPD. It quickly saw many people posting images and tales of police brutality.
My fondest #MyNYPD memories: watching officers beat up peaceful protesters and arrest my journo friends for doing their jobs.
— allisonkilkenny (@allisonkilkenny) April 22, 2014
— Occupy Wall Street (@OccupyWallStNYC) April 22, 2014
Brandwatch analysis showed that sentiment was not exclusively negative. With 5% positive, 15% negative and the rest neutral, the figures could be worse for the police department (though they could also be a whole lot better).
It’s been 5 years since We Are Social opened our doors in London – and just over 3 here in Sydney.
In that time we’ve grown a lot; we now have 8 offices and over 340 passionate social specialists worldwide. And we’re still growing.
This is why we need you.
We are looking for the experienced and the talented among you to come and work with us in Sydney, with opportunities available for Account Directors, Senior Account Managers, Account Managers, Community Managers, Developers and more.
Both globally and locally, we work with some of the world’s biggest companies to help tell their stories and communicate with their customers via social media, brands such as Jaguar, Heinz, adidas, Kia, Sony, eBay, Roadshow Films and Expedia.
To our UK and US friends; we will happily provide sponsorship for the right candidates, allowing you to live and work in our Central Sydney offices and become an integral part of our passionate, diverse team.
The past three years in Sydney have been a long and rewarding journey, while we worked hard to develop and educate the industry on the potential and power of social media, and now we’re looking for the right people to help us facilitate that shift from the traditional agency model to our forward thinking, integrated approach.
The opportunity is clear; a market ready for world class social thinking and a team comprising the best social strategists, designers and developers globally, capable of delivering award winning brand campaigns.
We want you to be a part of that team.
Ideally, we want you to have your own team and your own clients, and to create and implement campaigns that get the world talking; whether that’s something you’re ready for now, or a goal to work towards, we want you to grow with us.
So, if you’re looking for your next professional challenge, want the opportunity to progress quickly and influence social thinking on a broad scale, or you just want a change of scenery, we can offer you the best of all three.
We look forward to chatting about what’s next for you, and how we can help get you there.
The Big Issue goes digital
Long-running magazine The Big Issue has announced that, from June 7th, it’s going digital in Australia. The homeless and disadvantaged will still sell printed copies on the streets, but will also be selling digital access cards with unique codes. The online version of the magazine will still sell for $6, earning $3 for the vendors, and will be available on computers, tablets and smartphones. It’s one of the first street papers to go digital, following Manchester’s The Big Issue in the North launching an online version last October.
From social media to the silver screen
We’re all used to books being turned into movies, but how about Reddit threads? A 2011 question – could a modern US Marine infantry battalian destroy the entire Roman Empire during the reign of Augustus? – inspired military historian James Erwin to write a blog post. Within a week, this led to a Beverly Hills-based agent and a Warner Bros contract to write a screenplay.
Teens on social media
The Pew Research Center has released some interesting research into teens on social media. The major story that the press has taken from the research is that teens are supposedly tiring of Facebook, with many citing boredom due to “drama” and an ever-increasing adult presence. However, it should be noted that teens feel they need to stay on Facebook in order to not miss out and the report shows usage growing by one percentage point to 94% of all teenagers surveyed. The below graph gives an overall picture of the areas teenagers occupy on social media.
Facebook ‘likes’ on TV pages translate to likelihood to view
Viacom has discovered that those who ‘like’ Facebook pages of their shows are 75% more likely to watch them than those who do not. Based on 5,000 viewers aged 13-49 in 5 key markets, they also found that social media was the 3rd most important point of discovery for new shows after word of mouth and promos, as well as that, of those who discovered a show via social media, 70% would watch its debut, compared with 48% of those who discovered it elsewhere. The way in which viewers interact with social content was divided into three categories: functional, communal and playful, with the two former groups most important to fans. For example, 45% used social to keep up with show news and 44% wanted information on air dates and times (both functional), compared with 34% who watch the channel themselves and share their taste (communal) and 30% who participate in games related to the shows (playful).
How Twitter influences automotive consumers
Twitter has partnered with Compete to examine how the network affects prospective US automotive buyers, finding that exposure to an automotive brand’s tweet made users more likely to take actions off-platform, from searching for car brands to interacting with third party sites. Users who saw a Tweet from an auto manufacturer were also over 4x as likely to perform “lower funnel actions”, such as requesting a quote or looking for dealerships to test-drive.
Facebook, Pinterest and Twitter & driving traffic
When it comes to driving traffic, Facebook has the highest conversion rate of social networks examined in Monetate’s latest Ecommerce quarterly, but Pinterest wins when it comes to average order value. Facebook’s conversion rate, of 1.08%, well outstrips Pinterest (0.36%) and Twitter (0.22%), but Pinterest’s order value of $80.54 is over ten dollars higher than Twitter ($70.17) with Facebook ($71.26) only slightly closer.
Brands’ social marketing activities
A survey into US advertisers spending over $100,000 annually on social media has shown that branded pages are more common than paid adverts. On the whole, ad spending in social is expected to grow 31.6% in 2013, reaching $4.2 billion by the end of the year.
Facebook ads can be targeted by recency of activity
Facebook advertisers using third-party tools with access to Facebook’s ads API can now target ads by recency of activity, using the “action spec” parameter. Previously, they were capable of specifying an ad audience of people who had performed a certain action (either on Open Graph or Facebook directly) within a 14-day period. Now, the time frame can be changed to allow for increased accuracy. It is also possible to target via a “negative action-spec”, meaning that brands can push adverts to consumers who have not performed an activity within a specific time frame.
Twitter introduces two-factor login authentication
Following on from a spate of recent high-profile hackings, Twitter has introduced a form of two-factor login authentication based on a verified mobile number. To register, you simply need to visit the ‘account settings’ page, select ‘require a verification code when I sign in’ and follow the prompts to add a phone. Then, every time you look to login to Twitter, a six-digit code will be sent to the chosen phone number, which you’ll need to input in order to gain access.
Twitter’s TV ad targeting
As a result of the strong connection between watching TV and tweeting, Twitter has introduced targeting based on TV advertising. Using video fingerprinting technology, the system automatically assesses where a TV commercial has been aired, as well as which users have tweeted about the show during which the ad was shown. The selected number of partners who are running national US TV commercials will then be able to target Twitter advertising in order to support their on-screen campaign.
Twitter releases Lead Generation Card
The latest addition to Twitter’s ‘Cards’, whereby richer content can be included in an expanded tweet, is a ‘Lead Generation Card’ for advertisers. Within these, brands can post a description of an offer along with a call to action, as shown in the below example. The user’s name, @username and email address are then filled in automatically and sent to the brand, upon them clicking the CTA button.
Some brands have started using the system already, which is currently only available to Twitter’s managed ad clients. Priceline has posted travel deals and an opportunity to receive email updates, while other users have included New Relic, for-profit university Full Sail and a number of startups seeking beta-testers. Undoubtedly, there are a number of positives to the new system, especially for advertisers. The collection of leads is hugely important to a number of businesses, especially if these are directly offered by people interested in a particular product. Including this functionality within an expanded tweet greatly reduces barrier to entry, which should result in increased lead collection.
Yahoo launches new Flickr
On the same day as her company’s purchase of Tumblr, Yahoo CEO Marissa Mayer announced a wealth of updates to photo-sharing network Flickr. An attempt to become more photo-centric has seen updates to the home page, as well as a new activity feed and photo stream, all of which put photos at the forefront.
There will also be a free terabyte of space for every Flickr user, meaning essentially no limit on the number of photos you can upload (within reason). Discussing the focus for the changes, Mayer stated:
It didn’t fare so well, it languished. We can make Flickr awesome again… Flickr had become about words and blue links. This product is heart-stoppingly beautiful.
We’ll wait and see if users agree with her.
MessageMe passes 5 million users
Mobile messenger app MessageMe has passed 5 million users, just 75 days after launch. Having grown beyond 1 million in its first week, the app’s multimedia-rich approach seems to be paying off, with a $10 million round of seed funding following their initial $1.9 million round in December 2012. The figures, whilst impressive, leave MessageMe far behind competitors including WhatsApp, with 200 million monthly active users and WeChat, with 195 million. Nevertheless, it does have a planned growth strategy, with two new buttons for Stickers and Money expected to be introduced when it switches focus to monetisation.
The Champions’ League Final on Twitter
Saturday night saw the Champions’ League Final, the culmination of the European football season. Naturally, this was discussed on Twitter a great deal, with 4.8 million tweets worldwide in the period from an hour before kick off until 30 minutes after the final whistle. Arjen Robben of Bayern Munich was the most talked about player and his 89th minute winner brought about 107,229 tweets per minute, eclipsed only by the 117,601 in the minutes after the game ended. Three other moments, the two other goals and one disallowed goal, were responsible for between 70,000 and 80,000 tweets per minute.
Brands also used the final to create some interesting Twitter content. UEFA, organisers of the Champions’ League, hosted a ‘Twitter Mirror’, whereby fans could view exclusive behind-the-scenes content of celebrities at a special charity match for the occasion.
— Champions League (@ChampionsLeague) May 25, 2013
— Champions League (@ChampionsLeague) May 25, 2013
This has been used at other sporting events, including French Open tennis and IPL cricket, and will also be in place at Wimbledon this year. As well as this, adidas football posted an excellent responsive tweet after the match, contrasting Bayern Munich player Bastian Schweinsteiger’s emotions when winning the tournament this year and losing it a year ago.
The image resonated with the highs and lows experienced by football fans and was retweeted over 3,000 times.
Sky Brazil enables TV recording via Twitter
Sky, Brazil’s largest TV company, has created a system by which customers can record TV programmes through a special hashtag. First, users must sync their Twitter @handle to their Sky subscriber number. Then, when they see @skybrasil tweet about a show they want to record, all they have to do is retweet those posts with the hashtag #skyrec. The Twitter handle is then connected to the home DVR and the show is automatically recorded. The campaign will be promoted via TV, through paid digital media spend and by using Brazilian celebrities.
World Nutella Day
Sara Rosso, an American blogger based in Italy, set up ‘World Nutella Day’ in 2007, an unofficial event aimed at celebrating the chocolate and hazelnut spread. However, the day seemed to be jeopardised when she received a cease & desist letter from Ferrero, the company who own Nutella. Many were surprised by the brand’s failure to embrace fans’ love. We Are Social’s own Jim Coleman told Marketing Week that Nutella should have decided to “champion and hero” the day and “love people who love the brand”. Instead, he said, their approach seemed “dictatorial”, due to a “risk averse” strategy worried about profiteering from an unofficial recipe book and site advertising. However, it seems as though the day will likely survive after all; after a great deal of public furore, Ferrero backed down and withdrew their cease & desist order.
Branded content and violence towards women on Facebook
On Facebook, ads are targeted by user, not content. This was a problem last week, when ads appeared next to a page making light of violence towards women. Brands such as Nissan, American Express, British Airways, Sky, Easyjet, Ocado and Dove all had ads appear alongside the page and were forced into a reaction by an organised campaign made up of 50,000 tweets with the hashtag #FBrape. Nissan UK were quick to remove the advertising and apologise via Twitter, while Dove faced further backlash by leaving adverts running. Facebook claimed that it is not their business to monitor such content, despite a history of removing certain material. Talking to Marketing Magazine, Robin Grant of We Are Social said:
Despite the facts the ads are targeted at people not content, if this continues, Facebook will need to reconsider their position.
Taco Bell send rings to influencers
Taco Bell attempted a piece of odd influencer outreach last week, when they sent out a number of rings to minor celebrities, along with personalised letters thanking them for their love of the chain. Each ring and letter was accompanied by a $20 voucher and, in some cases, an invitation to the company’s test kitchen at their LA headquarters. Strangely enough, the scheme has paid off, with many of their targets tweeting about the stunt. ‘Model and aspiring actress’ Acacia Brinley, for example, posted the following:
— Acacia Brinley (@KshaClark) May 17, 2013