Here are all of the posts tagged ‘asia’.

Tumblr making inroads in Asia, says senior product lead

by Don Anderson in News

While Facebook continues to rule social networking with over 1.35 billion active monthly users, its growth is actually failing to keep pace with a number of other networks, according to statistics recently released by Global Web Index.

As reported by GWI, Yahoo-owned Tumblr has demonstrated the largest jump in active users over the last six months with a growth rate of 120%, outstripping Instagram, Twitter, YouTube, Pinterest and Facebook, with Mark Zuckerberg’s platform itself growing by only 2%.

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Tumblr’s penetration in Asia still lags behind the big four social networks, although Uttam Chopra, Senior Product Manager for Yahoo APAC, says the platform is continuing to make inroads.

We recently sat down with Chopra, who oversees custom branded experiences and monetization of Flickr, Tumblr and Yahoo Groups, to get his perspective on the Tumblr’s  growth in the region, and how brands may seek to leverage it in their marketing plans.

What demographic is Tumblr typically best suited to?

Tumblr is best suited to the millennial generation. It’s basically people who are around their teens all the way up to their early 20s. That’s true of Tumblr, not only in Asia, but globally. These are people who have a lot of opinions, are not afraid to share them, and they want a platform that is completely unrestricted, and you will find a lot of that on Tumblr.

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What’s unique about storytelling on Tumblr, as opposed to other platforms? And how does this kind of storytelling affect brands, in the way they approach creating Tumblr content?

Tumblr is not restricted to one media type. You can put up videos, photos, write articles and include user-generated content. There are a lot of different avenues for you on Tumblr as opposed to any other social networks. It is a completely open blank canvas. As an advertiser you can actually go and customize Tumblr exactly to your requirements.

One of the great examples is with Heineken where they have gone out and done something that they cannot achieve on any other social network. Red Bull is another good example.

Does the fact that “it’s not about you” on Tumblr – whereas it’s all self-centric on Facebook, Instagram, etc – affect the potential for cross-platform integration, when it comes to branded content?

That’s a really interesting question.  Tumblr is actually made for sharing content that you value with other people. Social networks in general, if you look at Facebook, are meant to be on what I like. That’s the different way of how to look at Tumblr – it’s supposed to be “here’s what I have to share, and here’s what I value.”  And I do believe that certain brands can actually include that and use along with the other social networks.

What is Tumblr’s plan for Asia?

Without doing any promotion, Tumblr does have a pretty big following in certain Asian countries. Singapore has a large number of people on Tumblr and a lot of communities. The same is the case with Australia, New Zealand and the Philippines. We just want to get the conversations going about Tumblr, understand what people expect from it and see where it goes from there.

What’s your perspective on the future of online content?

I would actually take it a level further and not say online content. Let’s look at it as digital content, and content marketing for digital.

Currently all platforms use algorithms to define you as a person. What’s going to happen over a period of time is those algorithms are going to become a lot more sophisticated and you will find content streams which are tailored just for you. And that is something that we are doing at Yahoo right now, which is having a home page that understands you and gives you content that you like.

Brands’ advertising is changing – it’s about adding value and making you have a real connection with my product instead of telling you what my product does. It’s about telling you what my product means to you. That’s what we can look forward to with content marketing.

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We Are Social Asia Tuesday Tuneup #139

by Melissa Law in News

Twitter confirms upcoming office in Indonesia
Following Facebook’s and Apple’s moves to open offices in Indonesia, Twitter has revealed that it will also be setting up an office there within the next six months. Adam Bain, Twitter’s global president for revenue and partnerships tweeted from Jakarta last week, confirming this announcement.

Indonesia has 20 million active Twitter users and 69 million active Facebook users, proving to be a strong market for social media.

China’s Renren sees drop in active users
The social network once known as ‘China’s Facebook’ recently released its Q2 2014 earnings report, revealing that it now has fewer monthly active users than it had two years ago. Renren‘s drop in active users could be attributed to the rise of Sina Weibo and WeChat in China, which offers a vast array of services including news-reading, online payments, gaming, messaging and more.

‘Ice bucket challenge’ hits Asia
Not sure if you’ve heard, but there’s an ‘ice bucket challenge’ thing happening on Facebook right about now. It looks like it’s going to be the biggest online charity campaign ever, as our data in the Huffington Post shows. The hashtag #icebucketchallenge has received over 4.48m mentions, over 20 times the number seen by #nomakeupselfie. There have been over 2m videos on YouTube, too, including videos from a number of participating brands.

In an infographic by Social Samosa, research shows that India, Thailand and Singapore are the next highest contributors to online buzz around the charity initiative, behind the US and UK. These three Asian countries contributed to a total of 14.7% of online buzz.

Ice Bucket Challenge Stats

Read the rest of this entry »

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We Are Social Asia Tuesday TuneUp #123

by Cyra Caparros in News

WhastApp doubles its subscribers in India in the past 6 months
While Facebook hit a major milestone of having 100 million active users in India on March 31st, WhatsApp just doubled its subscribers in the country in the past 6 months as the nation ‘s smartphone market continue to grow. WhatsApp now has 48 million monthly active users (MAUs) in India and according to its blog, the app has grown the fastest in countries like Brazil, India, Mexico, and Russia. The app is leading in India but other messaging apps that are catching up with its growth are WeChat, Line and Viber. Here’s WhatsApp’s growth in MAUs in India as reported by TechInAsia.

TechInAsia

WeChat TV ad stars Mark Zuckerberg
WeChat now has TV ads to win over users around the world. A new ad created by WeChat South Africa features Facebook founder and CEO Mark Zuckerberg. He’s visiting his psychotherapist because his online buddies are unfriending him. His therapist then recommends him to check out the ‘Friend Radar’ function on the app to find people who use the messaging app. WeChat maker, Tencent, pushes hard to promote the app in countries with a lot of young, mobile-first consumers, such as in India Indonesia, Brazil, Mexico, and South Africa.

Ask.fm suddenly popular in Thailand
Ask.fm is similar to Q&A sites like Quora where people primarily ask questions to a community. According to Ask.fm, Asia is the fastest growing region for the platform and the top countries by registered users are Indonesia, South Korea, Vietnam, Japan and Philippines. While the interest in the platform surged gradually globally, it has suddenly become popular in Thailand in April. Thai internet idols like DJ Tan Tanarat and Guszanova are among the early adopters.

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Facebook grows to 390 million active users in Asia
Facebook remains unstoppable with now 390 million active users in Asia, from a grand total of 1.276 billion around the world. The social network made $354 million revenue from Asia out of its total of $2.5 billion in Q1.

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.

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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.

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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.

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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.

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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.

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Video ads are coming to Instagram
Instagram will soon 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.

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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.

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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.

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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.

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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.

JCDecaux partners with Hachette UK
JCDecaux has announced a partnership with publisher Hachette UK, in order tofurther promote its commuter book club. The campaign sources book reviews from Twitter and broadcasts them on digital screens in train stations around the UK.

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.

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#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.

 

 

 

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).

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Social, Digital & Mobile in China 2014

by Tianyu Xu in News

The social, digital and mobile ecosystem in China is unlike anywhere else on earth.

With a wide variety of home-grown platforms, technologies and behaviours, understanding the Chinese digital landscape can be both daunting and difficult.

Fortunately, We Are Social‘s new report will help to demystify things.

Continuing our series of studies into digital trends and developments around the world, our new China report profiles a variety of critical data points, including the penetration rates of different technologies, the top-ranking social platforms, and a wealth of interesting facts and figures on Chinese netizens’ behaviour.

You’ll find full details in our SlideShare report embedded above (and available for free download by clicking here), but here are some of the report’s highlights:

Country Overview

Social, Digital, Mobile in China 2014

China’s population  exceeds 1.36 billion people, with urban areas accounting for more than half of the country’s residents. 51% of the country’s population is male.

Internet

China’s 618 million Internet users represent 45% of the country’s population, and account for almost a quarter of the world’s internet users – for reference, here are the latest global stats:

Social Digital Mobile Worldwide

(You can find more global stats here)

The majority of China’s internet users live in urban areas, with fewer than 1 in 3 living in rural parts of the country.

Beijing (75%), Shanghai (71%) and Guangdong (66%) have the highest Internet penetration of the country’s administrative regions:

Chinese internet penetration by region

Instant messaging (IM) is the most popular online activity in China, with CNNIC quoting in excess of 530 million active users across platforms.

However, Tencent’s QQ, China’s most widely used IM platform, boasts more than 800 million active accounts, suggesting many Chinese IM users may manage multiple accounts.

Social Media

Although QZone claims to have the highest number of active social networking users at 625 million, Weixin (WeChat) and Sina Weibo are the current ‘darlings’ of Chinese social media, with 355 million and 129 million monthly active users respectively:

Top social networks in China (active users)

Brands continue to be highly active on Sina Weibo, contributing to a reported 153% year-on-year growth of Sina Weibo’s advertising revenue in Q4 2013.

In terms of the users themselves, and reflecting a behaviour pattern we see on other social platforms across Asia, China’s micro-bloggers can’t seem to resist checking Weibo immediately after food:

When do people use Weibo

Weixin (WeChat) users are actively using the platform’s various chat features like text and voice voice messaging , as well as its social networking features like ‘Moments’:

Top activities on WeChat

 

It’s worth pointing out that WeChat is now the world’s second biggest active chat app service, and is still growing at a staggering rate:

We Are Social - Chat Apps User Numbers April 2014

Mobile

Roughly half of China’s population now owns a mobile phone, with each user maintaining an average of nearly 2 active SIM subscriptions.

The ubiquity of mobile devices makes them China’s internet tools of choice, with 81% of the country’s netizens accessing the Internet via mobile handsets:

How people connect to the net in China

In line with this, mobile shopping and mobile payment services experienced significant growth during 2013:

Top mobile internet activities in China

eCommerce

Online shopping as a whole is hugely important to China’s economy, contributing almost US$300 million in 2013 alone.

Group buying is particularly popular, and was the fastest growing online activity in China, with a robust growth rate of 69% in 2013.

Fastest growing online activities in China

If you need more numbers, be sure to check our full 95-page report on SlideShare for loads more useful and interesting stats.

And if you’d like to stay up to date with We Are Social‘s reports, thought leadership and social media analysis, you can also sign up for our regular newsletter – just click here and follow the instructions.

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We Are Social Asia Tuesday TuneUp #120

by Melissa Law in News

Weibo chooses NASDAQ, sets price range for IPO
Chinese microblogging platform Weibo has chosen to go public on NASDAQ with the ticker symbol NASDAQ:WB. The social network has also set its IPO price range between US$17 and US$19 per share, which will raise up to US$437 million for the company.

HootSuite adds features for Chinese microblogging apps
Since adding Weibo and Tencent Weibo to its list of apps in 2012 and 2013, social media management platform HootSuite has now relaunched these apps with added functions and features. These updated apps now allows users to schedule posts and are available in simplified and traditional Chinese. Other added features include managing scheduled posts, news ways to organise users they follow, emoticons and hashtags, as well as the ability to share content from the two microblogging sites onto other social networks.

China’s top 10 social sharing platforms in 2013
According to iiMedia Research, WeChat friends, WeChat Moment and Weibo were China’s top 3 mobile sharing platforms in 2013. The proportion of these top 3 platforms added to a total of 60%, while Facebook only took up 1%. The top social sharing app types in the nation included book & reading apps, news apps, mobile social and e-commerce.

Employees in Asia are strong social media activists
A study conducted by Weber Shandwick across 8 markets in Asia Pacific reveals that employees are becoming increasingly important advocates for companies. The study found that 45% of the 1,075 employees surveyed have shared praise or positive comments online about their employers on social media, while 54% have also defended their employer from criticism.

Employee activism

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.

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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%.

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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.

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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:

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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.

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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.

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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 mashups, 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.

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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.

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