Here are all of the posts tagged ‘vine’.

We Are Social’s Wednesday Wrap-Up #154

by Jacqui Jewell in News

Facebook reveals video ad results for McDonald’s and Tourism Queensland

When Facebook launched Premium Video Ads in May there were no results showing advertisers what was achievable. Even the US, where the ads were rolled out earlier, had nothing. There were also concerns autoplay would turn users off.

McDonald’s was the first brand in Australia to use Facebook’s Premium Video Ads format. Queensland Tourism was the first travel and tourism client globally to adopt it. Both brands say the activity exceeded expectations and, via Facebook, have shared the results with AdNews.

According to Facebook’s own data, most people watched the McDonald’s 15-second ad all the way through. According to Nielsen’s Brand Effect metrics it reached 2.4 million people and achieved a 3-point lift in brand consideration. Tourism Queensland saw similar completion rates and achieved a 13-point lift.

More organisations are turning to video content and are looking for ways to distribute that content cost-effectively. Ahead of launch, advertisers were particularly interested in how Facebook’s video ads shape up against other video platforms such as YouTube.

“Facebook premium video is shifting the objectives,” said Roison Thanisch (interactive director at OMD, which handled the McDonald’s campaign), “Online video used to be just brand awareness and broadcast, now we’re seeing it shift further down to the pointy end of the funnel. You can tailor it specifically to reach more people who are likely to convert.”…“There needs to be more understanding that this creative content should be coming from local agencies and brands. We’re still a little bit stuck in the idea that content is the 30 second TVC. Facebook is creating a new standard for creative agencies locally,” she said. That should, she reckoned,  “get them shifting their mindset away from a TVC.”

Facebook Premium Video Ads in Numbers:

McDonald’s
• 3 point lift in brand scores
• 1.2 million video plays in 24 hours - [UDPATE: this article originally stated 1.2 million video plays in two weeks]
• Reached 2.3 million Australia
• 12 seconds – average video play of the
• 15-second ad
• 70% of views on mobile
• 10 cent cost per view

Tourism Queensland
• 13 point lift in consideration
• Reached 1 million people
• Over 660,000 video views
• $1 cost per engagement
• 11c cost per view of Premium

Source: Facebook, McDonald’s, Tourism Queensland.
Chat Apps Continue to Grow
Yesterday, WhatsApp’s CEO Jan Koum tweeted that the service now had an impressive 600,000,000 monthly active users and is continuing to grow at an astounding pace – gaining more than 9 new users every second. Other chat apps such as WeChat, LINE, Kakaotalk, Tango and Viber also appear to be increasing monthly active users. For more information, you can read our blog post on the subject.

 

Facebook Cracks Down on “Click-Baiting”
Facebook is cracking down on “click-baiting” headlines. They’re the headlines that encourage people to ‘click to see more’, without giving away much information about what they will actually see. In an attempt to give users a better experience on the platform, Facebook will weed out these stories that many feel are clogging up their News Feed.

Screen Shot 2014-08-26 at 16.14.16

There was also an interesting second update from the platform, regarding sharing links in posts. Facebook announced yesterday that links that are shared by inserting them in the caption of a photo won’t do as well as those displayed in the link format (which appears when you paste a link while drafting a post).

 

Facebook Relaxes News Feed Ad Frequency Limits
Facebook has adjusted its advertising policy to show ads more frequently in the News Feed. a spokesperson from Facebook explains:

“We will not show more ads; rather, we are updating the spacing between ads, and relaxing some of the parameters around insertions of ads from the same advertiser”.

Now, users may see the same ad twice a day; previously, the limit was one. Similarly, two News Feed ads may be served daily to users who haven’t liked the Facebook Page of the brand in question (again, up from one previously). The aspect that remains seemingly unchanged is the daily limit of four News Feed ads that can be shown to people who have liked a Page.

Screen Shot 2014-08-26 at 12.18.15

 

Instagram introduces Hyperlapse
Today, Instagram unveiled Hyperlapse, one of the company’s first apps outside of the platform itself. This all-new standalone app allows the creation of stabilised moving time-lapse videos. The app prompts you to record a video, after which it uses clever algorithm mapping and creates an ultra-smooth, floating-through-space type effect. The idea is to imitate not only the popular hyperlapse videos created using DSLRs and thousands of still frames, but also the cinematic motion tracking shots that appear in movies like Goodfellas and Kill Bill.

Introducing Hyperlapse from Instagram from Instagram on Vimeo.

 

Instagram Starts Offering Essential Ad Tools
Instagram, the Facebook owned photo sharing platform, has finally made itself more ad-friendly by rolling out a suite of analytics tools. These are aimed at brands and offer various insights and analytics, including reach, impressions, engagement and the performance of paid ad campaigns.

 

Twitter expands its advertising network in Europe
In a move to boost its international revenue, Twitter is expanding its advertising network across Europe in 12 new countries. All in all, Twitter Ads will now be available in 35 EMEA markets through direct sales support teams and reseller partnerships.

 

Vine Finally Lets You Import Videos From Your Phone
Last week, the six-second video-sharing service Vine was updated to allow users to upload existing videos onto the platform; granting the wishes of many, especially marketers. The move should encourage people to use the platform more often – the absence of this feature, until now, has resulted in some users opting for Instagram instead. In addition to video import, the Vine app will also let you edit the imported video, though only on iOS versions for now.

 

SlideShare Axes Its Freemium Model
SlideShare, the presentation-sharing platform with 60 million users owned by LinkedIn, announced last week that it is making its PRO level features, such as analytics, free, but claims there will be no update on advertising for now.

 

Pinterest’s new News feature
Pinterest has updated its mobile notifications section with a new feature, “News”. This new tab gives you a snapshot of what’s up with your Facebook friends and all the different Pinners or boards you follow. You can now learn about latest projects people are collecting Pins for, or interesting brands they are following. The one thing you won’t see are Pins that people save to their secret boards – after all, they have to keep some element of mystery, don’t they?

Screen Shot 2014-08-26 at 14.11.49

 

Pinterest Launches A New Analytics Dashboard
Pinterest has also launched a new analytics dashboard that gives business users more insight into their Pinterest account, providing potential advertisers with a glimpse of their mobile and audience analytics for the first time. It tracks impressions, clicks, repins, and likes. Essentially, the dashboard is designed to provide a quick view into a business’ overall reach on Pinterest, and help those brands better understand how fans are interacting with their content.

Screen Shot 2014-08-26 at 16.58.47

 

News and Ads to Debut on Snapchat
Snapchat might expand its service to videos, news articles and ads. A new service called Snapchat Discovery which would show content and ads to Snapchat users, has been discussed with various media companies. Set to debut in November, this could be an interesting move for the startup, whose 27 million users worldwide are used to an ad-free platform – but the offering could provide Snapchat’s first revenue and demonstrate its potential value to investors.

 

Funny or Die Reveals 10 Percent of Its Kik Fans Click on Video Messages
Will Ferrell’s comedy video website, Funny or Die, is among a handful of brands testing Kik Messenger’s new Promoted Chats product which enables marketers to promote their accounts, accumulate contacts and connect with them; it has been dubbed “chatvertising”. The digital comedy crew has seen a 10 percent click rate, quite remarkable considering on average they achieve around 0.5 percent on similar Facebook and Twitter posts.

 

Now you can Customise a Car in a Tweet
Acura may have accomplished a real Twitter first: the ability to customise a car in your Twitter Feed. That’s right, Acura is trumpeting the launch of the 2015 TLX performance luxury sedan by letting you create a customised car, within the platform. The tweet uses the revamped version of the new Twitter cards, which now let you add photos, videos or other media in the card itself.

Screen Shot 2014-08-26 at 15.54.13

 

 

Facebook Launches ‘Mentions Box’ Device During Emmys
The Emmys took place this weekend, and Facebook debuted the Facebook Mentions Box, an interactive device that stars could wield to answer questions from fans. It’s similar to the InstaStop Video Q&A Station that Instagram launched at the Golden Globes in January.

Screen Shot 2014-08-26 at 16.20.57

 

Brands out in Real-Time Force at the Emmys
And of course, brands jumped on the real-time marketing bandwagon that accompanies any major event these days. The real-time winners included Netflix, which embraced presenter Jimmy Kimmel’s mocking of Ricky Gervais’ ‘Netflix face’ with one of the best tweets of the evening.

However, it wasn’t all good. Mercedez Benz showed a lack of understanding of the ‘real time’ concept with this unimaginative tweet sent a full four days before the event.

 

Puma’s Twitter Hashtag Campaign Just Went Very Wrong
Puma was caught out in spectacular fashion when Twitter pranksters hijacked their campaign. Whilst trying promoting ‘Forever Faster’, Puma asked fans to tweet their favourite Puma-wearing player to get a personalised “autograph” Twitter card. As you’d expect, things all went terribly wrong when rival fans changed their Twitter names to resemble some not so nice phrases to accompany Puma’s messages, which were tweeted back to the user. Here are some (of the tamest!) examples…

Screen Shot 2014-08-26 at 16.07.59Screen Shot 2014-08-26 at 16.08.14

tagged: , , , , , , , , , , , , ,

We Are Social’s Tuesday Tune-Up #147

by Abrye Redeker

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.

expectedchange_adbudget_socialmedia_graph

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.

ROI_of_a_tweet_is__10_90__claims_digital_platform_Eventbrite_-_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

Facebook has produced a new ad unit, the ‘missed call’, exclusively for India. In a blog post, Facebook explained how it will work:

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.

garnier_inphone11_cropped

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.

Twitter-Buy-Now

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.

 

 

 

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.

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.

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:

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’.

Screen Shot 2014-07-07 at 12.02.03

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.

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.

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.

If you liked this post, why not subscribe to We Are Social by or ?

tagged: , , , , , , , , , , , , , , , ,

We Are Social’s Tuesday Tune-Up #138

by Rosalie Odtojan in News

Relief organisation Misereor introduces ‘The Social Swipe’

What’s the one thing people always have with them? A credit card.

To encourage donations, Misereor introduced The Social Swipe – an interactive poster that has a slit in the middle where people can insert and swipe down their credit card to make a donation of two Euros.

Swiping a credit card triggers an animation sequence that illustrates what a small donation can do to help the poor and disadvantaged. This clever activation provides people with an easy and engaging way to get involved and illustrates where their donation goes to.

Coca-Cola ‘Happiness Arcade Machine’ makes recycling fun

Coca-Cola has come up with a green initiative to get kids involved with recycling in Bangladesh called ‘The Happiness Arcade‘. In an effort to raise awareness and incentivise recycling, the brand installed six arcade machines in Dhaka that run on empty bottles rather than quarters.

In the mean time, we can all continue to look for ways to make recycling fun!

Facebook launches mobile ads Audience Network

10157309_10204066810450761_8664434228785050792_n

Facebook has launched its mobile ad network, allowing developers to make money without having to sell their own ads, do their own targeting, handle measurement, or route payments.

The program will roll out over the “coming months” and will start with advertisers interested in buying app installs and engagement ads. No surprises here – Facebook will take a cut of what advertisers pay and hand the rest to the publishers.

The ads come in three formats: standard IAB banners, standard IAB interstitials, and native ad units.

10333109_784969801521891_720131556_n

YouTube adds three-second clips to all video content

Google announced a new feature for YouTube that will let creators upload a 3-second intro clip that will play before all of their channels’ videos.

To get started, channel managers need to upload the intro as an unlisted video, select “Add a channel branding intro” on the InVideo Programming Page and then choose on which videos the clip should play.

Unfortunately, Google won’t allow these intro videos to serve as ads, sponsorships or product placements.

Screen-Shot-2014-04-30-at-3.55.28-PM-730x193

Foursquare has introduced a new stand-alone app, Swarm

lead_large

Foursquare is breaking itself to two parts: Foursquare for exploring your location, and a whole new app, called Swarm, for keeping up with friends.

The idea comes out of the two unique experiences that Foursquare users have always valued: the first, was sharing your location and finding out where your friends are; the second category became finding new places in your area, by reading reviews, viewing menus/pictures, then locating them on a map.

Bottom line: Swarm will be a map of all your friends, and Foursquare will be a map of all your places. You can sign up for the Swarm mailing list to be the first to know when it is released.

Twitter is experimenting with a mute feature in its mobile apps

trump

Do you ever feel pressured to follow someone for work or social reasons even though their tweets annoy you? No problem, Twitter is experimenting with a mute feature in its mobile apps.

Some users of the company’s iOS and Android clients are now seeing an option to mute accounts that they follow, preventing another user’s tweets and retweets from appearing in their timeline. The user remains muted until you manually unmute them.

In essence, you won’t be seeing another person’s tweets, but they won’t know that. Everybody wins!

Vine gets a makeover – videos are now viewable to non-users

In addition to the home feed and profile view that featured on the initial version of Vine, users will now find a search bar and a set of discovery features from the mobile apps: including curated content — playlists and featured videos and features users — channels, trending tags and popular now.

vine-730x418

Interestingly, the site is now accessible for visitors that are not logged in to the service, which will open it up to all for the first time. Like Instagram, Vine began as a mobile-only service, and it will be interesting to see how the team continues to develop the Web version with a greater focus on consuming content.

tagged: , , , , , , , , , , , ,

We Are Social’s Tuesday Tune-Up #135

by Paul Napier in News

Ahead of the curve or setting the trend?
I wanted to start this week’s Tuesday Tuneup with a quick thought piece. The Social Media market place has seen some massive changes over the last year: new platforms, takeovers, rejections, new features, dropped features and more. The screen real estate is now the field of battle for some of the largest and most friendly companies in the world, and the war is taking place across every device we own.

As a mobile developer in this sphere it is always interesting for me to look behind the scenes, see the data behind these changes and look at the trends.

What’s even more interesting is looking at where Australia stands against the world. Wait… don’t panic! I promise to keep this as stat free as possible!

Let’s take a quick peek at the current world usage stats for Social Media:

Current Social Media Share

Almost straight away you can see that there are big differences across all the different devices we use. For one, the desktop has a huge amount of Tumblr usage compared to the world average. Another obvious difference is that Australians are heavily dependent on Facebook on their Tablets as opposed to Pinterest.

Before we make assumptions, let’s have a look at the last 12 months in social media trends:

Slide2

 

There has been a sharp increase of Tumblr usage on Desktop, Facebook is increasing on Mobile and Tablet and Pinterest is decreasing on the tablet.

But by all appearances, the  usage stats show that Australia seems to be at the forefront of these trends or, perhaps, we are simply reacting faster. The question is why? Are we ahead of the curve, trend-setters or social media activists? I’ll leave the answer of that question up to you.

US smartphone use to reach 65% in 2014
The number of US smartphone users is growing and, according to eMarketer research, will reach 163.9 million in 2014. That amounts to 65% of all US mobile phone users, or 51.4% of the overall population. It is predicted that the number in the US is set to grow even further to 182.6 million in 2015 and reach 220 million by 2018.

Screen Shot 2014-04-07 at 11.24.07

Facebook dominating social on mobile
The average US smartphone user spends 2 hours and 42 minutes per day on their mobile device. Of that time, 28% is taken up by social apps, up from 24% in the previous year. Facebook and Instagram (which Facebook owns) accounted for most of that – 17% of all smartphone hours went to one of the two social networks.

Screen Shot 2014-04-07 at 11.31.23

Social and email are equal for conversation volume
The latest IPA TouchPoints5 data has been released, concluding that we now have as many conversations through social media as via email; 12% of all daily conversations occur through each medium. The research also found that 49% of all adults use mobile phones for activities other than texting or talking, doing so on average for 1 hour 30 minutes per day. Unsurprisingly, younger users were more mobile: 78% of 18-24s use their phone for activities other than texting/talking; they do so for an average of 1 hour 52 minutes a day.

YouTube drives the best quality web traffic
YouTube, Google+ and LinkedIn drive the richest traffic on the web, with Reddit and Stumbleupon at the other end of the spectrum. YouTube, in first place, produced an average of 227.82 seconds spent on the site, 2.99 pages per visit and a relatively low bounce rate of 43.19%.

Screen Shot 2014-04-07 at 11.45.10

Twitter looks to expand TV links through acquisitions
Twitter has made two acquisitions that should help expand its relationship with television in Europe: France’s Mesagraph and the UK’s SecondSync. The former works with the likes of Canal+, France Télévisions, M6 and TF1, some of France’s biggest TV channels, while the latter has used its social analytics tools to show the value of Twitter for clients in broadcasting and advertising.

Vine adds private messaging capability
Vine has introduced private messaging, allowing users to share videos and text with one another, away from the view of the public eye.

messages

Only 24 hours after the announcement Cofounder Collin Kroll stepped down, following Dom Hoffman who stepped down in January.

The cost of Instagram ads Instagram ads are being touted at a premium price tag, according to an article in AdAge last week. Discussions with several ad execs found that a month’s worth of advertising on the network could cost anywhere between $350k and $1m.

Time to look again at Google+ There have been a couple of pieces in the last week that suggest marketers should look again at Google+. First of all, a Forrester blog post revealed that, in a survey of 60,000 US adults, 22% claimed to use G+ at least once per month, the same percentage as Twitter. Also, in terms of engagement per follower, Google+ far outdoes Twitter, and is closer to Facebook, as you can see here: Screen Shot 2014-04-07 at 12.06.40

We Are Social’s Cristina Forlani also argued in favour of the network. She pointed out its value as an analytics tool and looked to rebut unhelpful comparisons with Facebook. She also mentioned the huge SEO benefits of a platform linked to the world’s most popular search engine.

YouTube pushing stars with TV adverts YouTube is planning a TV ad campaign to promote some of its biggest stars, after agencies requested a further push to merit their clients’ ad spend. The adverts will feature three YouTube celebrities with over one million subscribers each: make-up artist Michelle Phan, beauty/fashion vlogger Bethany Mota and baker Rosanna Pansino. The below ads will be seen on New York Subway trains.

YouTube_MarketingCampaign

Line surpasses 400 million users Line, the Japanese messaging app, has surpassed 400 million users, meaning that it’s added 100 million in roughly five months, as shown in the graph below. Not only that, but these new users seem to really be taking to the service; on 21st March, over 10bn messages were sent in a single day.

Screen Shot 2014-04-07 at 12.25.45

WhatsApp processes 64bn messages in one day If you thought Line’s 10bn messages were impressive, WhatsApp can do even better, processing 64bn messages in one day. The figure accounts for 20bn messages sent and 44bn received; the disparity in the figures occurring as a result of group messaging.

Skype growing among millennials Skype now has 300 million users and is experiencing strong growth among younger demographics, according to the company’s advertising General Manager Lovina McMurchy, who claimed that the platform now reaches 24% of 18-24 year olds worldwide. She said:

While other companies have seen interactions with younger users decline, Skype has seen positive growth numbers in recent years.

Imgur receives $40m in funding Tech venture capital firm, Andreessen Horowitz, has invested $40m in Imgur. The image sharing platform has traditionally rejected all outside funding while waiting for the ‘right fit’, as CEO and founder Alan Schaaf discussed.

We got along right off the bat. We were actually bouncing off interesting ideas in where to take the product. They actually made sense, which was out of left field.

adidas promotes World Cup with brazuca adidas is promoting its World Cup sponsorship by creating online content from the point of view of the official competition ball, named brazuca. The product has its own blog and Twitter pages, while a set of video clips will look to produce a ‘ball’s eye view’ of the competition and involve some of football’s biggest names, including Xavi, Manuel Neuer and Dani Alves.

adidas offers free cleats to one US football team Another adidas promotion in the last week will offer free American football cleats to one US high school team. The sportswear brand hopes that the teams will naturally spread the word about the competition by asking friends to vote, as it’s only other high school footballers who can do so. To ensure that this remains the case, the brand is using Chirpify, which will automatically respond to anybody using the hashtags #adizero and #vote, asking them to provide information that can prove their identity.

Zappos offers style advice through Instagram Zappos, an online fashion retailer, is offering free style advice through Instagram. When someone posts a selfie with the hashtag #NextOOTD, a ‘professional image specialist’ will analyse their posting history and suggest a Zappos product that might suit.

Marc by Marc Jacobs seeks ad stars in social Marc by Marc Jacobs is searching for the star of its latest advert on Twitter and Instagram. You can enter simply by posting a picture alongside the hashtag #CastMeMarc, as in the below examples.

The ‘Breakfast Wars’ go viral If you’ve been reading the last few tuneups, you’ll remember that Taco Bell has been promoting its breakfast menu pretty fervently. The latest addition to the campaign is a set of ads that poke fun at McDonald’s, in which real life Ronald McDonalds give rave reviews of the Taco Bell product. The main video has received over two million views on YouTube.

McDonald’s were quick to respond, though. The below Facebook post, at time of writing, has received over 8,000 likes and almost 2,000 shares. Screen Shot 2014-04-07 at 14.51.26

KFC uses social celebrity endorsement in China Fast food chain KFC is struggling in China, with sales falling 13% from 2012 to 2013. To address this, the brand has recruited five major celebrities, each of whom will represent a new menu offering in social and compete with one another for likes. Celebrity endorsement has long since been a staple of Chinese marketing – it will be interesting to see how this social version works out.

Presidential selfie was a publicity stunt by Samsung A recent selfie with Barack Obama, posted by David Ortiz of the Boston Red Sox, was a planned publicity stunt by Samsung. The brand equipped its brand ambassador, known as Big Papi, with a Samsung phone, hoping that the opportunity might present itself, as it did.

However, the White House was unhappy with the above tweet, stating that it objected to the president’s image being used for commercial gain. Ortiz has since denied that he was paid for the photograph.

Cole Haan gets in trouble with the FTC
Footwear brand Cole Haan, has got itself in trouble with the FTC after a Pinterest competition that asked users to post pictures of their favourite shoes with the hashtag #WanderingSole. According to the FTC, the competition hashtag was not sufficient disclosure, though it’s worth noting that the brand received a letter and not an enforcement action.

tagged: , , , , , , , ,

We Are Social’s Tuesday Tune-Up #132

by sabrina antoniou

Whaling (minus harpoons, thank goodness)

First there was planking.  Now, the whacky world of Vine brings you the latest social craze, #whaling – which basically involves hurling oneself about in a whale-like fashion and capturing your efforts on video to share with the world.  If Karl Stefanovic does it, it must be cool, right?

Apple adds a selfie section to the App Store

For the narciphonist in every person, Apple has decided to spoil us for choice with a range of selfie apps.  We Are Social advises caution around mixing any of these apps with alcohol.

New selfie apps category on iTunes

Twitter testing ‘fave people’ feature

Twitter has just given its testers access to a new feature that allows them to keep tabs on their favourite Twitter users and accounts in a dedicated timeline.  Our vote:  Thumbs up (once you’ve finished scrolling, of course).

The State of Social Advertising in 2014

Socialbakers surveyed over 500 marketing professionals to better understand where social media is heading in 2014; analysing both the priorities and practices of marketers and the state of social media advertising. Remarkably, 14% of companies with more than 5,000 employees reported a $0 social advertising budget for 2014, despite the growing need to support organic reach with paid advertising.

Screen Shot 2014-03-17 at 11.12.48

However, most companies surveyed did invest in social advertising, at varying levels. Interestingly, Twitter appears to struggle to attract advertisers; most brands have been quicker to adapt to social advertising on LinkedIn, YouTube and Facebook.

Facebook Reveals ‘Premium’ Autoplay Video Ads

Facebook has revealed Premium Video Ads, the long-awaited marketing tool that delivers video ads right into users’ News Feeds and starts playing 15-second clips automatically; similarly to videos on Instagram. The ads will play with no sound unless the user clicks on them, in order to avoid being too interruptive. The ads will start rolling out during late April and will include the ability to target by day-part, along with measurement features supported by Nielsen and Ace Metrix.

A Streamlined Look for Facebook Pages on the Desktop

After recently announcing a redesign of its desktop News Feed, Facebook has announced that there will be a new design for Facebook pages on desktop, to be rolled out over the coming weeks, as seen in the example below.

NewPageTimeline

Facebook has now notified some page admins that they can join a waitlist to have their page converted to the new design, for those extra eager to explore it. The right-side column of the timeline will show all the page’s posts, while the left will hold information about the page or business. There will also be a ‘Pages to Watch’ feature, allowing marketers to monitor pages similar to their own (i.e. competitors) and track those pages’ performances. It also appears that tabs, with images, have returned to Facebook’s new page design on the left sidebar.

Twitter’s Direct Response Pitch: A New ‘Click-to-call’ button

Brands are already using Twitter as a direct response channel, listening for and responding to tweets that mention certain keywords, hashtags or handles. This month alone, Microsoft and Airbnb launched clever real-time marketing campaigns at South by Southwest, responding directly to consumers. In an attempt to go one step further in developing its advertising capabilities, Twitter is currently beta-testing a “click-to-call” button for sponsored tweets, which would allow mobile users to engage with a Twitter ad by calling the advertiser directly. This feature could potentially help Twitter break into the local advertising market. Location-based apps like Foursquare and Google Maps already have click-to-call features in their apps.

One Of China’s Biggest Social Networks Is Going Public

In what could be the biggest social media IPO of 2014, Sina Weibo, a Chinese micro-blogging service that’s often compared to Twitter, began the process of going public in the US on Friday. Sina Weibo is seeking to raise up to $500 million in its initial public offering and though not quite as big as Twitter, which has more global appeal, it looks like it’s trying to ride on Twitter’s strong performance following its IPO. Actually, its “selling points” are nearly identical to Twitter’s – which is interesting considering both platforms face stiff competition from messaging applications that are quickly becoming the go-to communications tools for younger smartphone owners, such as WeChat, WhatsApp and Line.

webio

ABC ‘Good Morning America’ Unveils ‘Social Square’

Good Morning America has introduced a new social media studio dubbed “Social Square”. Armed with Samsung monitors and tablets featuring Facebook, Instagram, Twitter, Google+ and Spotify components, the new social media room is aimed at driving conversation and motivating viewer engagement. Some of the main features include an Instagram video chat wall where viewers can ask hosts and guests questions, a Twitter Mirror that allows guests to take selfies and upload them to the show’s Twitter feed, and music streamed from Spotify that will allow guests to pick out songs to play on-air.

H&R Block Taps YouTube Talent For New Social Media Record Label

According to H&R Block, a ‘tax preparation’ company, 56 million Americans will try to do their own taxes this year. The company claims that last year, taxpayers lost more than a billion dollars thanks to inaccuracies in their tax returns. H&R have decided to enlist ten up and coming YouTubers as brand ambassadors to release original songs and videos on a social record label called “Billion Back Records”, as well as using social media to build enthusiasm around getting a tax refund. H&R is also using its Twitter feed to issue challenges for the chance to win music-themed prizes like concert tickets and a guitar. YouTube, taxes, and rock n’ roll?

March Madness And Twitter Ads

For anyone not still reeling from the real-time marketing overload around the Superbowl this year, American brands are now queuing up around college basketball’s March Madness period. As NCAA teams look to beat the buzzer on-court, brands are jumping in on highly relevant promoted hashtags with a mix of pre-planned and reactive content with varying degrees of success. There are no clear slam dunks on display which raises an important question: are marketers planning their real-time strategies to deliver value to their business and consumers, or falling into the trap of jumping into conversations without a clear goal? Judging by some of the brands’ efforts there’s still a lot to learn.

basketball

David Cameron’s new Facebook likes

UK Prime Minister David Cameron found himself under scrutiny last week when it was reported that he’d invested an estimated £7,500 to increase his Facebook Like count from 60,000 to 130,000 in one month. He’s now one of the most popular UK politicians on social media (even if not in real life)…

‘Safe Badman’: Argos wins at Twitter

Argos indulged in some top Twitter bantz with a disgruntled customer. When Immy ‘BADMAN’ Bugti tweeted with a complaint about the lack of ‘da PS4 tings’ available at Argos’s Moss Side store, as well as member of staff who had ‘bare attitude’, Argos responded superbly. Its gangsta response has since been retweeted thousands of times, and left Immy satisfied. Respect, yo.

tagged: , , , , , ,