Here are all of the posts tagged ‘advertising’.
Mozilla Firefox users, if you realise your browser has been acting up of late, it may be because Firefox has disabled Adobe Flash from its web browser. This means that rich content, and animation (i.e., web banners) will cease to function.
Steve Jobs, the Founder of Apple and thought leader for innovation, had long predicted the demise of Flash with the emergence of mobile devices, “…the mobile era is about low power devices, touch interfaces and open web standards — all areas where Flash falls short.”
Firefox has taken similar steps to what Google did recently after it announced that it would pause Flash animation to prolong battery life. In addition, Adobe, the parent of Flash, suffered a huge blow after YouTube switched to HTML 5 on all browsers.
Alex Stamos, Chief of Security for Facebook rightly tweeted recently that “It is time for Adobe to announce the end- of-life date for Flash.
After 8 years in Google, Vic Gundotra announced that he would be leaving the company, leaving the internet rife with speculation on where his departure will leave Google+ which is his pet project.
A Google representative has responded to the rumors, citing that there is a team which will continue to build great user experiences across Google+, Hangouts and Photos. Also, the Google Hangouts team will be moving to Android. Basically, talent will be shifting away from the Google+ department and toward Android as a platform.
That being said, there are a ton of really interesting things going on in Google+ like its efforts in imaging. Having the photos team integrate the technologies backing Google+ photos tightly into the Android camera product, for instance, could be a net win for Android users.
With mobile penetration rates increasing at a steady pace, WhatsApp has literally replaced SMS.
Although there is a roman Urdu keyboard, a dedicated Urdu version of WhatsApp could be a welcoming sign for people who don’t know English.
The help of volunteer translators also proved that there is love for the language, making Urdu the 18th language in which WhatsApp for Android has been fully translated.
This could increase Whatsapp’s market share, not that they need to with their massive take up rate globally.
Perhaps, this is really goodbye for SMS.
New video tools available for Facebook Page admins
In the next few weeks, Facebook will roll out new tools for publishing videos. The tools will give Page admins the ability to customise who sees a video by age or gender, as well as being able to exclude videos from the News Feed and Timeline and publish only to their Page’s Videos tab. Admins will also be able to allow or disallow video embeds on third party sites as well as labelling videos based on specific interests, such as news or entertainment.
Instagram improves its web page search
Finally, after a long three year wait, Instagram users can search for hashtags, locations, and user accounts through the platform’s web page. Although Instagram has stated that the web is not their main priority, the new search features are a welcome change to someone who might be stuck at a desk all day, looking for cute pictures of cats.
Twitter makes it easier for brands to plan event activations
Twitter is the go-to place when it comes to following real time events and now the platform is making it even easier for brands to plan ahead for live campaigns. Its newly introduced event targeting is broken down into three areas: the ‘event calendar’ identifies major global events, ‘event insights’ allows marketers to gain access to learnings from audiences who followed an event last year and, finally, ‘event activation’ allows marketers to target relevant groups of people following this year’s event with just a couple of clicks.
New look for YouTube’s mobile site and app
YouTube has been making various changes recently. Not only can you now watch vertical videos in full screen on its app, but it has also introduced a new mobile interface. Now, when users visit the platform on either web or app, they will be greeted with three new tabs. The three-panelled look is designed to make it easier for people to find different videos by showing content based on their past viewing habits, the channels they subscribe to and their account activity. This is only currently on Android but will be rolled out to iOS soon, and highlights the importance of mobile in YouTube’s growth strategy.
YouTube makes ads more interactive
Always keen to skip an ad on YouTube? Well, now the platform is trying to hold your attention as it introduces 360 degree video advertising, following on from the launch of 360 degree videos in March this year. YouTube claims the more interactive videos have a 36% higher view rate than average. Here’s Bud Light taking advantage of the new feature.
LinkedIn ramps up business marketing
LinkedIn is keen to develop its business marketing from its premium subscriptions and job ads. Now, it’s bringing paid-for lead-generation to its Slideshare service, allowing companies who have uploaded documents to block their content until a user has provided their contact information. Marketers will be charged on a pay-per-lead basis. It’s certainly not the last we’ve heard from SlideShare, with its head of marketing stating that lead-gen is “laying the foundation” for more updates to follow.
The Rick and Morty interactive games comes straight to Instagram
One of the sci-fi fans – Instagram has released a new interactive game based on the world of Rick and Morty. Through 80 linked Instagram accounts, fans can explore up to 11 planets in the ‘Rickstaverse’ to find hidden objects. If this sounds like a lot to take in, take a look at the video below which explains it all pretty well.
The app is as irreverent as it sounds. It’s been described as “Instagram blended with WeChat and Line stickers”, and it’s just launched in China.
Users of “Fork” get to edit photos with all sorts of outrageous, anarchic stickers to desired comic effect. It’s weird, rebellious, quirky, and of course like any good social media tool, you get to share these photos with your friends. Score.
India will have 500 million Internet users by 2017: new report
IAMAI-KPMG estimates a total of 500 million Internet users in India by 2017, up from 350 million currently. They’re attributing the jump to cheaper smartphones and more 2G subscriptions boosting Internet usage rates in the country.
Interestingly, even though India has the second highest number of Internet users in the world (after China), online penetration rate is still at 19 per cent.
Twitter removes background wallpaper from users home pages
No official reason was given for this.
Some are suggesting that this was done so Twitter would have more control of their ad display experience. For instance, if a company wanted to do a full homepage advert on Twitter, it would be able to do so now. Twitter backgrounds are currently completely blank, with “a very slight hint of blue”.
Twitter increases focus on Asia
In an effort to increase global engagement and revenues, the newly-listed social media company has gone on an aggressive hiring spree in Asia. The company has reportedly staffed five key marketing and communications positions in the last two months, and is said to be currently hiring for more than 20 positions in the region.
Possible LinkedIn integration on WeChat
The upcoming WeChat update could possibly come with LinkedIn integration and an Android makeover for the popular messaging and social media app. The following screenshots from a private beta version were released on Pingwest.
LinkedIn currently has more than four million registered users in China. Analysts predict that a Chinese-language version of the professional networking platform could be released soon.
Reverse takeover lands mig33 on the ASX
The Singapore and Indonesia-based mobile social networking company, mig33, is now listed on the Australian Stock Exchange. Australia-listed mining exploration company, Latin Gold, acquired it in a reverse takeover, which allows mig33’s shareholders to become majority owners of the combined group. Latin Gold will also take on mig33’s company name.
Wongnai, Thailand’s Yelp, grows to 1 million users
Thai restaurant review site, Wongnai, revealed that it has reached its goal of 1 million registered users since its establishment in 2010. Available both as a website and mobile app, the review site currently sees approximately 220,000 active users per month. Despite its success thus far, Wongnai has not revealed any plans to expand its services beyond Thailand.
China’s Weibo users decline while WeChat rises
The future of China’s Weibo platforms does not look promising as they have lost 27.8 million users over the past year following the Chinese government’s latest internet crackdown campaign against online rumours. However, as China’s most popular social platforms experience this dramatic fall, the number of users on instant messaging apps such as WeChat has grown by 64.4 million users in 2013 while the total number of mobile Internet users reached 500 million.
WhatsApp users double in less than a year
Private messaging’s popularity does not cease as WhatsApp reports an increase of over 200 million users since April 2013, now standing at 430 million active users as of January 2014. A staggering 50 billion messages are sent and received on the app per day.
The ongoing saga of organic reach on Facebook
Facebook threw another curve-ball this week when it revealed its latest alterations to the newsfeed. They will now show fewer text status updates from Pages, as the latest testing has shown that people are more likely to post on Facebook when they are exposed to plain text status updates from their friends rather than Pages. Facebook have been vague about what brands should do as a result, but they have recommended that when posting links, brands should use ‘link-shares’, as in this example:
Facebook is testing a mobile ad network
Rather than being content to just display ads to it’s own users, Facebook is testing showing ads to users of third party apps. Unlike previous tests, Facebook is working directly with a limited number of advertisers on its own mobile ad network rather than outside ad-serving platforms to display “sponsored content outside of its own properties”.
Watch your b-to-b-back, LinkedIn
Facebook is making room for job and b-to-b marketing as it plans to allow advertisers to start targeting users based on their employment details this March. This is expected to appeal to recruiters, placing Facebook in direct competition with LinkedIn.
Twitter lends a hand to brands and publishers
Twitter has revealed a shiny new dashboard called analytics for Twitter Cards that will allow brands and publishers to monitor how media-filled tweets perform. This dashboard will then provide companies with personalised tips to help them make more strategic decisions. These new set of tools are already being used by the likes of BuzzFeed, NBC News and ESPN.
Pinterest experiments with GIFs
GIFs may no longer appear just as static images on Pinterest, who are experimenting with a new play button that features on the bottom left of embedded animated GIFs.
Ajax helps you wipe away annoying social trolls
Scouring brand Ajax have develop a new social utility tool, ‘Social Wipes’, allowing you wipe your social slate clean. For Facebook, the tool allows you to unlike pages you’ve liked over the years. For Twitter, it scans all of your followers and people you follow for potential spam bots. Only a week old, Ajax has already helped clean up more than 200,000 page likes on Facebook and nearly 20,000 Twitter spam bots from social feeds. Oddly enough, the brand does not maintain a social presence on either social network.
JBL turns tour tweets into music
JBL has created a digital experience which transforms user tweets into a custom track generated by JBL’s Tweet Music algorithm, converting every letter, number and character into a loop of music. The popularity of the campaign is evident: in just one week of the promotion, JBL received 2,600 mentions using the @JBLaudio handle, compared to it’s typical average of 360. They have also accumulated 3,100 new followers with nearly 1,200 songs created so far. The opportunity to win an all-expenses-paid trip to the 2015 Grammy Awards is no doubt having a positive impact.
Thinking of buying a DLSR? Not after this campaign…
This week We Are Social launched the “why DSLR?” campaign for Panasonic, with a series of videos featuring a bodybuilder, an owl and a duel-style shoot-out between two cameras to promote its mirrorless Lumix cameras. We Are Social will also monitor social conversations surrounding DSLR cameras found on internet forums and across social platforms and will respond to questions about DSLRs and mirrorless cameras. Sarah Oliver, Account Director at We Are Social said:
Whichever stage of the purchase journey people are at – researching DSLRs on forums or searching to buy a DSLR on Google, this campaign will surface considerable and credible expert opinion with the power to change their decision.
OnePiece unveils #HackTheSale social campaign
The Norwegian clothing company OnePiece, is inviting customers to share its #HackTheSale campaign on Facebook and Twitter, to communally drive down the price of a onesie jumpsuit. Every time a customer uses the #HackTheSale app to share the campaign on either of the social networks, the price of a Lusekofte Onesie, which starts at £139, will go down.
Microsoft faces a fumble with the FTC
Microsoft didn’t know what they were in for when they signed a content deal with YouTube network Machinima. Machinima recruited YouTube creators to make videos about the Xbox One, however these console enthusiasts didn’t disclose that they were paid to promote the product. As a result, Microsoft has unintentionally disobeyed the FTC’s endorsement disclosure guidelines, which may result in intervention.
Brands’ Grammy Tweet Attempts…
The awards season is truly upon us, beginning with a bang last night with the Grammys. And, of course, that can only mean one thing; social media triumphs and disasters. Antiperspirant brands a plenty tried desperately to jump onto the Grammy conversation, but armpit puns and poor jokes fell on deaf ears. Others, such as Pizza Hut and Fitbit, tried to brazenly join in the conversations, with various jokes, ‘tips’, but alas, failed to win the hearts – or the RT’s – of the Grammy viewers.
However, some brands were right on the money. Pharrell Williams was trending on Twitter that evening, due to his questionable headgear at the awards. Restaurant chain Arby’s, whose logo looks a bit like Pharrell’s hat, was quick off the bat to tweet him just that. The tweet received over 70,000 RT’s, demonstrating the power of social if your timing is right, coupled with a genius comment.
For the past few decades, marketing has been dominated by a mass-media paradigm.
During that time, we’ve defined the ‘best’ marketing as that which makes the most efficient use of broadcast media, and as a result, we’ve spent decades perfecting an approach that’s all about reducing the cost of interrupting people.
The result is communications that have been distilled down to their lowest common denominators: a selection of sound bites designed to be shared as succinctly as possible across a range of media, repeated again and again in the hopes of eliciting a pavlovian response that will deliver optimum scores in campaign tracking.
But this paradigm is broken.
We’ve become obsessed with media efficiency, and as a result, we’ve lost sight of what effective communications look like.
[As an aside, effectiveness is about doing the right thing, while efficiency is about doing that thing right]
Back To Basics
The very roots of the word ‘communication’ highlight where we’ve been going wrong.
The English word stems from ‘communicare‘, a Latin verb meaning ‘to share‘.
Critically, therefore, real communication is about creating shared understanding.
So, at its essence, communication isn’t really about what you say; rather, it’s about what other people understand.
However, as part of marketing’s relentless drive to maximise media efficiency, we’ve become overly fixated on ‘the message’ (i.e. what we want to say), and consequently, we’re missing the huge opportunities that come with building a better, shared understanding of our brands and their offerings.
In Context: Brands As Social Entities
But in order to build a better, shared understanding, we need to get a better understanding of our audiences’ motivations, and the dynamics that drive our exchanges with them.
We’ve already explored motivations in a previous post in this series that covered the evolution from Ads To Added Value.
However, in order for brands to achieve their full potential, they also need to integrate more actively into the social dynamics that define the contexts in which they come to life.
Sadly, many brands still behave like newborn children: entirely egocentric, and almost totally oblivious to the needs of others.
However, studies have found that the traits we find most appealing in other people are those that are socially oriented (more on that here).
Interestingly, these appealing human traits are the same as those that define great brands:
Popularity is more pull than push, and trying to become popular through hollow flattery and false mirroring is unsustainable. Impressing people is much easier if you lead by example instead of screaming for attention. As a result, it’s far better to champion the cause than it is to ride the bandwagon.
People appreciate a good listener, so don’t talk about yourself all the time. Take time to hear what your audience wants to say to you, and not just to work out what you want to say to them. Embrace the everyday people as well as the celebrities.
If you want to build trust, give before you take. What does your audience want, need and desire? How can you help them achieve it through your communications alone?
Stay true to your ideals, but don’t force them upon other people. Strength, honesty, humility and kindness are far more valuable brand values than ‘dynamic’ or ‘cool’.
Conversations are as much about the social discourse as they are about the sharing of information. Avoid an over-reliance on monologue and one-line statements, and engage in dialogue as much to reinforce bonds as to establish new relationships. Treat others as you’d hope to be treated yourself, and always be ready with the proverbial olive branch.
For brands, this last point – Be Social – is perhaps the most important when it comes to building enduring success.
Of course, as a Conversation Agency, we’re biased here, but our positioning isn’t an accident; here at We Are Social, we genuinely believe that there’s far more value in dialogue than there is in the broadcast paradigm of a repetitive monologue.
But how do brands ‘grow up’, and evolve from their current communications infancy to become more socially engaged entities?
The Art Of Conversation
To start with, it’s important to remember that you can’t ‘win’ a conversation. Conversations should be about a mutual exchange of value; if you’re trying to win, that’s an argument.
A significant part of this mutual exchange of value is the opportunity to deepen bonds and strengthen relationships, at the same time as sharing information or knowledge.
This is one area where marketers often fall down: in our arrogance, we believe we have more to teach audiences about our brands and offerings than we might learn from our audiences in return.
However, it’s only the brand that exists in our audiences’ heads and hearts that has any value.
To this point, there’s a wonderful post on Wikihow entitled “How To Stop Talking About Yourself” – it’s a fascinating read, and offers this wonderful piece of advice that brands everywhere should heed:
Respond to questions without turning the focus onto you. When asked, “Did you see Survivor last night?”,
[Avoid:] “Yes! I never miss an episode; in fact my husband and I watch Survivor, American Idol, and Dancing with the Stars. Did you see how well Kristen danced last night?” You answered the question, but redirected the focus onto you.
[Try:] “I missed it; was it good?” Simply answer the question they asked you, and give them a chance to talk with you. After all, they like the show, and it was their topic.
In other words, making people feel like they’re an important part of your brand’s world, and welcoming them into your communications, are both huge opportunities to improve success.
Of course, for most brands, it’s still financially infeasible to have one-to-one conversations with every individual member of the audience, but channels like social media make such interactions much easier than they were when we only had broadcast channels to choose from.
Having said that, taking advantage of ‘conversational’ channels involves a very different approach to the lowest-common-denominator approach we’ve become used to.
Change Is Coming
It’s becoming increasingly clear that Big Advertising Ideas are not as relevant to social communications as they are to TV.
A single-minded comms approach may be the key to driving media efficiency, but it only works effectively if we get it right first time, and the reality is that most people’s brains work in slightly different ways.
This isn’t a new assertion of course; the wonderful Mark Earls has been challenging it for a number of years now:
One of the reasons why this approach is rarely the best option is because lowest-common-denominator messaging rarely delivers the highest possible value.
The challenge is that single-minded communications are only designed to convey that single message, and that’s only truly efficient if conveying that single message successfully establishes the desired understanding across the whole audience.
Conversely, in order to maximise effectiveness, we may need to convey our ‘message’ in a variety of different ways over time, and to different groups of people, before we can establish a sufficient level of shared understanding across the whole audience.
That wasn’t often an option in an expensive, TV-dominated world, but our media mix options have evolved.
It’s time to rethink our commandments.
Enter The Leitmotif
In musical theory, a leitmotif is:
“a musical term referring to a short, constantly recurring musical phrase, associated with a particular person, place, or idea… In particular, [it] should be clearly identified so as to retain its identity if modified on subsequent appearances, [but] it is transformable and recurs in different guises throughout the piece in which it occurs.”
If that all sounds a bit complex, this Star Wars explanation nails the concept beautifully:
“Each important idea [and character] in Star Wars has its own leitmotif. At the beginning of A New Hope, Luke watches the suns set, wondering what his destiny in the world could be. His leitmotif [or ‘Luke’s Theme’, if you will], is played wistfully and slowly to reinforce this idea. Later, when he is in the midst of rescuing Leia, his theme is stronger, more percussive, and rhythmic. Essentially, the same notes are being played, but the style with which they are played makes all the difference in the tone of the scene.”
Critically, a leitmotif does not represent the constant repetition that defines music like techno (and broadcast advertising); it’s about a theme that changes and evolves over time to add new value or meaning.
Adopting such a ‘communications leitmotif’ may hold the key to more effective marketing within the reality of today’s multi-channel media mix: rather than relying on repetition of the same message over and over again, marketers can adopt a broader, richer ‘communications agenda‘ which enables them to use a variety of activities to build towards success in different ways over time, engaging more of the audience in more meaningful ways, and ensuring a greater chance of success.
Evolving The Story: From Theory To Practice
There are a variety of different ways to bring a strategic leitmotif to life – here are some we’d advocate:
The Dandelion Approach
As Cory Doctorow asserted in this seminal post from a few years back, the dandelion doesn’t put all its eggs (or seeds) in one basket. Rather than investing all its efforts in nurturing a single offspring, the dandelion spreads as many seeds as possible in the hopes that at least some will fall on fertile ground. This is not about random dissemination though; despite slight variations in each seed, every one contains the DNA of its parent plants, and each one is designed to travel as far as possible. Critically, though, the ‘costs’ associated with producing each different seed are low enough that individual failures are not an issue.
The Tapas Approach
Meals comprising many small, shared dishes are popular all over the world, from Tapas in Spain to Dim Sum in the Orient. Each individual dish can be quite different, but they all ladder up to an overall meal ‘experience’ which is both reliable and enjoyable, even if not every dish is to everyone’s taste. This approach can work well for communications too: by harnessing a variety of smaller, disparate creative executions across a number of different channels, brands have a greater chance of delivering something that resonates with the different members of the audience, and shares the necessary understanding.
The Kaizen Approach
Kaizen is a Japanese term meaning “change for the better“, and is a central part of a continuous improvement approach. The same concept lies at the heart of effective conversations too: each time a participant in the discussion shares new insights or information, the other participants can refine or modify their opinions or approach, in order to reach an optimum, collective understanding. The Kaizen approach is a bit more direct than the previous two, but it has a clear role to play in a variety of brand situations, particularly where the topic is more complex, or where rational motivations dominate.
There will be many more ways to bring such an ‘evolving theme’ approach to life, but the ones that will win through will be those that deliver a new kind of efficiency: the ability to identify when the necessary understanding has been shared with relevant audiences, and when investments can move to a new communications task.
In order to achieve this efficiency, however, marketers will need to get much better at listening to – and measuring – audience response and reaction, and using these to refine and evolve their communications approach.
We’ll cover these Active Listening techniques in the next post in this Social Brands series.
VNG launches microblogging platform in Vietnam
The creators of Vietnamese chat app, Zalo, have recently launched microblogging platform Zing.vn. This news comes shortly after the company announced reaching 1 million users on their chat app last month. VNG also created the local social network Zing Me, which is reported to have about 12 million users. Zing.vn puts a heavy emphasis on hashtags, mirroring the traits of other well-known microblogging platforms such as Twitter and Sina Weibo. With a chat app, a social network and the launch of Zing.vn, VNG seems to complete a social trifecta of sorts in the Vietnamese market.
Finland-based chat app Jongla expands in Asia
Asian chat apps have continued to dominate in mobile apps this year, particularly in the APAC region. Foreign chat apps have also come into the chat app scene in Asia, and are seeing significant levels of success in the local markets. TechInAsia reports that Finland-based chat app, Jongla, has recently moved into Asian markets with an eye to increase their reach across the region. Although Jongla’s users are marginal compared to reigning giants such as WeChat, it is noted that they have seen increasing user bases in countries such as Thailand, Singapore, Malaysia, the Philippines and Australia.
China’s QQ launches as a Facebook app
QQ messenger is the top social network in China. With almost 800 million users, it seems likely to reach a billion-user milestone–an achievement that Facebook reached only late last year. TechInAsia reports that, to this end, QQ has launched as a Facebook app with an eye to increase their user base further across the globe.
Smartphone users check Facebook 14 times a day
Are you a Facebook addict? Unless you check it more than 14 times a day on your smartphone, you actually fall below the daily average – no wonder Facebook is the third most popular app on smartphones! Channels of communication are now a constant in our lives which explains the fact that 79 per cent of smartphone users check their devices within 15 minutes of waking up – 62 per cent don’t even wait 15 minutes in the morning, and grab their phones immediately. The world’s addiction to Facebook is growing with almost half of Facebook users checking on updates while out and about – we’re even checking in at the gym, whilst cooking and at the cinema…
Facebook is still the dominant social media network in the UK
The latest Ipsos Mori quarterly tech tracker report showed that “50% of British adults access social networks”, with over half of them using smartphones to do so. Nearly 50% have used Facebook in the last three months, compared to 16% using Twitter, and perhaps surprisingly, 17% using Google+.
Online video accounts for 5% of all UK Internet usage
The UK population “made over a billion visits to video sites last month”, accounting for 5% of the UK’s internet usage. In February 2013 the UK spent 323 million hours watching online video content, that’s 100 million more hours than in February 2012. This makes it one of the few sectors that people are increasingly spending time on per visit. The average visit time online has decreased by 20% year-on-year, yet online video average visit time has increased by just over 3 minutes.
Hashtags have changed the way people communicate
“Hashtags have become one of the most ubiquitous symbols used in social sharing” by brands and consumers. Research conducted by RadiumOne into mobile hashtag usage revealed a large number of consumers now utilise hashtags via mobile devices. In fact “58% of respondents from the survey utilize hashtags on a regular basis, and 71 percent of regular hashtag users do so from their mobile devices.”
Twitter’s ad revenue to near $1 billion in 2014
It has been forecast by eMarketer that Twitter will earn $582.8 million in global ad revenue in 2013, with roughly 53% of that projected to come from mobile advertising. Over the next 24 months Twitter should expect to see advertising on mobile devices grow a great deal more, increasing Twitter’s ad revenue to $1 billion in 2014. This “comes as advertisers have shown more interest in spending money on mobile advertisements on Twitter.”
Details about Facebook Home for Android leaked
Facebook are due to make announcements this Thursday about their new offering for Android, however aspects of this have been leaked ahead of time. It is believed that Facebook will release a modified version of the Android operating system, a new product called ‘Facebook Home’, “software that any Android device can run to give users a more socially integrated homescreen experience.” The updated version is thought to include features from News Feed and Messenger and will be running on “a new device by Taiwanese smartphone manufacturer HTC”.
Advertisers can now create ‘unpublished posts’ on Facebook
Facebook has now given advertisers the option to create unpublished posts which can then be supported with specifically targeted ads and will not appear in fans News Feeds organically. Due to the nature of the News Feed this has not been possible until now as previously a page was required to create posts that would be visible to fans. “Unpublished posts that run as page post ads in News Feed will now enable advertisers to show users more relevant content[…] taking a message that matters to the people it’s relevant to in the most engaging place on Facebook.” In tests, AdParlor found that unpublished post ads had initial success, with 0.87% clickthrough rate compared to “organic post ads with a CTR of 0.30 percent.”
Facebook Exchange ads in desktop News Feed
Facebook have made changes to the way their Facebook Exchange partners can advertise on the site, “by letting advertisers serve ads directly in users’ main News Feed.” The ads will look like normal sponsored newsfeed stories rather than display ads, allowing “users to Like, Share or Comment on an ad, whereas previously users could only click on the ad and be taken to a third-party site.” The placement of Facebook Exchange ads in the News Feed will allow advertisers to behaviourally target huge numbers of users using a ‘native’ format.
Embed your Vine posts on the web
It is now possible to embed Vine posts on the web through a post’s page on vine.co, or using the mobile app. You’ll not only be able to share your own posts but others as well, as long as its already been shared outside of Vine.co.
Tumblr hits the 100 million blogs mark
Tumblr, last week crossed over the 100 million blogs threshold, with 44.6 billion individual posts! The online platform has grown significantly in the last year, with roughly 50 million blogs being created since last April, and 6 million of those being created in the last month.
LinkedIn search is getting smarter
Gone are the days of searching for people, groups, companies and jobs separately, now “all you need to do is type what you’re looking for into the search box and you’ll see a comprehensive page of results that pulls content from all across LinkedIn.” All searches will be customised to your personal profile, so no two searches will produce the same results. The smarter search will be available to members today and to global members in the coming weeks.
Google+ gets a refresh for Android and iPhone
Google+ functionalities that have been available on desktop have now been rolled out for mobile. The Google+ app has been updated to include basic image editing tools using Snapseed’s technology, e.g. crop, rotate, change contrast, saturation, brightness and filters. The view of posts has been updated to include more text as well as single tap links to photos and videos, enabling users to read more content in a shorted period of time. A really nice addition is the ability to swipe through an entire photo album inline, without having to head over to a separate album page. Additionally, the +1, share and comment buttons are more prominent.
Amazon has acquired Goodreads in a bid to further socialise itself
Between the two platforms, Amazon and Goodreads have changed the way authors reach their audiences and readers choose books. It is thought that through last week’s acquisition of Goodreads, the world’s largest community for book recommendations, Amazon will develop its ability” to share users lists, e.g. “want to read”, improving book recommendation sharing and other such areas.
AT&T owned March Madness Twitter activity
It could be said that AT&T are this year owning March Madness, the US college basketball frenzy, as part of a sponsorship deal with the NCAA and Turner Broadcasting. AT&T have “continuously bought ads for tweets going out from @MarchMadness, NCAA’s handle.” The social media team worked towards providing “behind-the-scenes content so people from their living rooms on their couches can be a part of the on-site game experience.” A Twitter based programme was implemented incorporating key moment tweets from the @MarchMadness handle which were then pushed out at Promoted Tweets by AT&T and AT&T’s Promoted Trend ads which linked to television viewing. The Promoted Trend rather than just Promoted Tweets really helped AT&T rise above the other noise.
Buick uses Pinterest to design its 2013 Encore luxury car
Buick have designed its 2013 Encore luxury car based on a Pinterest board chosen from its ‘Pinterest to Dashboard’ campaign entries. The winner, Michael Wurm Jr., was picked as the inspiration for new color palates, textures and design features for the car. Using the boards, three designers “pulled key elements from his boards that they thought were interesting[…] and came up with their own interpretations of the boards, and expanded on it based on mood, a theme and an environment. Buick wanted to “connect with a younger audience and show a different, more playful side of the brand.”
We Are Social launches adidas: Join Team Messi
The We Are Social London office worked alongside adidas and Media Monks to launch a new personalised social experience, Join Team Messi last week, giving Messi fans the chance to join his team.
The online experience use Facebook data to place fans in a personalised short film alongside the Argentine icon, with the user controlling how play evolves, and at the end are given a trailer of their experience, personalised to the user to share with friends.
BrewDog to launch its first Twitter beer
In a bid to slake the thirst of tweeters, BrewDog will be designing the ‘first democratically designed beer‘ and all major decisions will be handed over to social media users. Votes determining all elements of #Mashtag brew will be cast via Twitter, Facebook and the BrewDog blog, with BrewDog “giving up the important brewing decisions to fans, customers and any who wants to learn more about the craft beer process.”
Red Bull Editions launched by We Are Social
Last week We Are Social launched a campaign around Red Bull’s three new flavours, creating a collaborative art project to bring to life the colours of the three Editions through the lens of Instagram. Red Bull fans are encouraged to share photos on Instagram with the hashtags #rededitionplease, #silvereditionplease and #blueeditionplease, and include @redbulluk to enter. If the users Instagram makes it into the Red Bull gallery they could, qualify for a can of Red Bull Editions, or even have their Instagram showcased in cities across the UK. The campaign is going swimmingly so far, but don’t miss out on the chance to be part of it.
Doritos use Vine to get creative
Doritos used vine to share clips of the Mariachi band from their current campaign asking their community to guess the name of the song to win Easter prizes. It was a really innovative way of using the platform. Bravo Doritos!
— Doritos (@doritosuk) March 26, 2013
The first film to be previewed on Vine
Six days before the official trailer was released, a ‘tweaser’ of the new Wolverine movie was shared on Vine by the film’s director, James Mangold. This is a huge win for the app in terms of placing itself as a player in the social media ring.
The tweaser. vine.co/v/bDExaiMjJ1F
— James Mangold (@mang0ld) March 25, 2013