Here are all of the posts tagged ‘Foursquare’.

We Are Social Asia Tuesday TuneUp #105

by Cyra Caparros in News

New Twitter stats to help you improve your reach
Social Media statistics and trends change so quickly that affect how we keep up in using it. If you’re managing social media for business, it’s good to note that some of the latest social media statistics published mentioned that the fastest growing demographic on Twitter is the 55–64 year age bracket. So if your focused is on a younger demographic, you could be missing this chunk.

TheNextWeb published recently a list of surprising new statistics for Twitter to help you reach more followers. Knowing the latest stats is more valuable especially in outlining the new social media strategy for your business. Here’s the list:

1. Twitter engagement for brands is 17 percent higher on weekends according to Buffer.

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2. Tweets with image links get 2x the engagement rate of those without
3. Tweets with less than 100 characters get 17 percent more engagement (Dan Zarrella’s research shows that more effective tweets have 120–130 characters)

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4. Twitter’s fastest growing demographic is 55–64 year-olds
5. Tweets with hashtags get 2x more engagement

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6. 66 percent of user-generated tweets that mention brands come from mobile users
7. Twitter users who mostly use a mobile device are 181 percent more likely to be on Twitter during their commute

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8. Amplifiers are 122 percent more likely to send direct messages
9. Your tweets have a 12x higher chance of being retweeted if you ask, and 23x higher if you actually spell out the word “retweet”
10. Tweets that include links are 86 percent more likely to be retweeted

What lies ahead for Twitter’s future? Let’s see. But the latest changes to its statistics suggest a clear change.

WhatsApp has now 30 million active users in India
WhatsApp is growing faster in India. According to the article in TechInAsia, from 25 million active monthly users last month, it has grown to 30 million users. To help the messaging app grow even more in India, WhatsApp partnered with telco Tata Docmomo to offer unlimited usage to its subscribers. It’s WhatsApp’s second such deal in India, coming a year after a similar package was offered by rival network Reliance. Like in other Asian markets, WhatsApp has strong competition in India from both WeChat and Line. Both have been actively picking up new users by rolling out TV commercials and social media marketing.

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WeChat is used to spot tornado by US College students
As reported by TechInAsia, WeChat is used by MSU to warn overseas Chinese students about the possibility of tornadoes and severe winds near Michigan University’s campus in East Lansing. Earlier this year, the same WeChat account MSU伴侣 (literally “MSU Companion”), used the messaging app to calm students’ nerves about a reported shooter on university grounds. While there were fortunately neither tornadoes nor gunmen, WeChat was able to facilitate timely Chinese-language emergency communications in a Midwestern American college town. Besides urgent notifications, students subscribe to this particular account for more information on cultural events, group outings, parties, and the occasional post about local car insurance rates.

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Twitter’s user base skewing younger
Even though the fastest growing demographic on Twitter is the 55–64 year age bracket, it has come out as skewing younger than both Facebook and LinkedIn, according to a new piece of research by comScore. Globally, 32.3% of Twitter’s desktop users are aged 15-24, compared with 28.9% on Facebook and 21.4% on LinkedIn.

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The difference on mobile is even bigger; US data shows that 24.8% of Twitter’s mobile users are in the youngest 18-24 age group, compared with 19.4% on Facebook and 14.7% on LinkedIn.

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Facebook decreases organic reach
After months of speculation, Facebook has finally admitted to decreasing organic reach for page posts. The network explained the move as follows:

We expect organic distribution of an individual page’s posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.

However, it’s also likely to have been fuelled by a desire for brands to spend more on paid media. Our blog post on the subject highlights the changes and discusses how best for brands to proceed – from investing in promotion to ensuring the presence of strong, creative content.

Facebook updates News Feed to highlight articles
Facebook has announced updates to the way articles are treated in the News Feed, all of which aim to increase the importance of news articles on the network. Firstly, there has been an edit to Facebook’s algorithm to allow for what they call “high quality” articles to appear higher than, say, the latest meme. Then, once a link to an article has been clicked, similar related news will appear at the bottom, as shown below. Finally, articles on which your friends comment will now occasionally be selected for ‘bumping’ back up the News Feed.

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The value of a Facebook log-in
Facebook has published a blog post this week, looking at the value of a ‘Facebook log-in’, rather than any other way of accessing an app. The piece looks at four different apps, with results including: Facebook log-in users are 27% more likely to be repeat ticket buyers with Applauze, have a 30% higher average lifetime value for Threadflip and listen 8% longer to Swell Radio. These are nice examples, but it’s worth noting that this correlation doesn’t necessarily mean that this effect has been brought about by the Facebook log-in system.

Twitter reveals ‘tailored audiences’
Twitter has announced the launch of ‘tailored audiences’, an ad product that will allow retargeting of mobile users. It will allow advertisers to serve promoted tweets on Twitter’s mobile apps to those who have visited a website elsewhere on the internet. The network explained in a blog post how it works:
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Twitter was also keen to point out the importance of privacy: users can simply uncheck ‘promoted content’ in their privacy setting to prevent their data being used for retargeting purposes.

Tumblr introduces sponsored trending blogs
Tumblr is testing ‘sponsored trending blogs’ for mobile, allowing advertisers to pay for a blog to appear alongside other trending blogs on the network’s mobile apps, differentiated only by a dollar sign. The product is being soft launched at the moment and will go fully live in January.

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Foursquare for iPhone
Foursquare has launched its new iPhone app, with a few interesting new features. First of all, it’s had a fairly vast design overhaul, aimed at making a ‘sleeker’ experience. To support this, the app will also ‘shuffle’ content each time you open it, allowing you to get a greater idea of what’s going on where you are. Finally, push notifications will tell you what is happening when you arrive in a new place, without the app even being open. You can see a couple of examples of this below.

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Pinterest’s increased traffic on Black Friday/Cyber Monday
On Black Friday and Cyber Monday, two days known for hugely increased volumes of shopping in the US, Pinterest greatly increased the revenue sent to retailers. Doubling on Black Friday and up 3.6 times on Cyber Monday, the increase is being used as evidence for Pinterest’s monetary value in the retail market.

Asos is top UK retailer on Pinterest for Christmas
Asos is proving the top UK retailer on Pinterest for Christmas shopping, according to research by Searchmetrics. With a total of 160,958 pins related to Asos content at the time of the survey, the online fashion retailer averaged 1,728 pins per week, easily beating its nearest rivals Amazon (1,233) and John Lewis (791).

Star Wars launches on Instagram
With its next instalment in the pipeline, if still two years away, Star Wars has begun a promotion drive on Instagram, starting with the below Darth Vader selfie.

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Sprint’s ad launched on individual’s Twitter feed
Sprint has launched its latest video ad, starring James Earl Jones and Malcolm McDowell, on a single individual’s Twitter profile. The surreal series of adverts sees the two actors read out everyday text messages and conversations, so the latest iteration is a logical move in the comedic saga.

Eurostar creates video from blogger trips to Paris
Eurostar has sent a group of London-based bloggers to Paris, creating video content from their photos and stories, along with the images of competition winners. The resulting video has received around 300,000 views on YouTube.

Insurance company uses tragedies to promote its product
After the news of Nelson Mandela’s death last week, Twitter was largely populated by individuals wishing to express sadness, or condolences to his family. However, one American insurance brand decided to try to use is as an opportunity to promote their product:

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It turns out this isn’t the only time they’ve done this, either. When Hollywood actor Paul Walker died, they tweeted the following:

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It’s no surprise to see brands hijacking certain Twitter trends; however, this is a particularly unpleasant example, which naturally saw a fair deal of backlash from the general public.

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We Are Social Asia Tuesday TuneUp #87

by Haiyi Tang in News

Sina Weibo and WeChat Compete in Online Banking
WeChat and China Merchants Bank (CMB) jointly launched the WeChat customer service for its credit card subscribers in late March this year. On July 1st, CMB announced the establishment of its first “WeChat Bank”, expanding its services to debit card, loan applications, and fee payment services among others. Hot on the heels of WeChat’s exploration into bank services, Sina Weibo has announced it will build a micro-banking system for users to easily open a bank account, conduct money transfers, and pay credit card fees – all without visiting the bank.

The move by WeChat and Sina Weibo is expected to revolutionise communication between customers and bank clerks, as these social media platforms present direct communication channels for both banks and users. Whether Sina Weibo’s micro-banking services are aimed at competing directly with WeChat’s banking strategy is still not clear. What is certain though is that micro-banking through social media is a heated trend in China, and will become a big theme in the coming years.

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As WeChat Gets Disrupted, Sina Launches WeMeet
Numerous WeChat users reported disruptions to their WeChat accounts on July 22nd, which also extended to public accounts. There were issues logging in, and some users could not send or receive messages even when logged in. With an increasing number of Chinese Internet users getting addicted to WeChat, the disruptions were met with anxiety as users were unable to access their friends’ updates.

As reported by 36Kr, the disruptions not only affected users from Mainland China, but also Japan and Hong Kong. Many users turned to Sina Weibo to voice their unhappiness. WeChat announced and apologised for this incident right after its occurrence via their official Sina Weibo account. #WeChat is dead# becomes a hot topic on Sina Weibo, with 877,917 mentions by end of Monday. With the overwhelming popularity of WeChat, Sina on the same day launched a new platform called WeMeet (微米) to compete with WeChat. According to Sina, this is still a beta version, and they plan to have an official launch around the end of August 2013.

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Line Launches a News App – Line News
In line with its global expansion objectives, Line is expanding more aggressively than competitor WeChat, with its series of individual apps such as Line camera, Line play, Line manga, and Line novel. Line makers NHN Japan recently launched another news app – Line News, which is a media integrated platform of NHN’s news website – Livedoor News and NAVER まとめ, and news from various Japanese media channels on topics such as politics, entertainment, and sports.

Four of the most important news will appear on the top of each channel, while the rest of news will appear in the format of timeline. The news on the Line News app are refined by Line’s editors, containing only 3 to 4 lines of summary, in order to provide an efficient reading model for mobile users. The most crucial part of Line News is that users can share news among each other, contributing to stronger connections between the Line users.

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Fortune 500 companies taking to social media
Fortune 500 companies are continuing to grow their various social presences, with Twitter the most prevalent of these. 77% now have active Twitter accounts, compared to 70% in 2012; in terms of popularity, the microblogging platform is followed by Facebook in 2nd, and YouTube in 3rd. Surprisingly, Google+ comes in at 4th with 35%, ahead of company blogs with 34%.

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Facebook’s mobile user base up by 20%
Facebook’s mobile user base has increased by 22% in the UK and 18% in the USA over the last year, according to figures released by the social network. On average, smartphone users check Facebook’s mobile app between 10-15 times a day, with 26 million of Facebook’s 33 million UK users (almost 80%) accessing the site via mobile.

Facebook roll out photo comments to pages
Facebook photo comments are now enabled for pages as well as individuals, meaning that people can post photos in response to page comments and page admins can make use of the system, too. The system has been available to personal users for around a month now – it will be interesting to see how quickly pages take advantage of the option.

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QVC to create Pinterest-inspired social commerce channel
Bric-a-brac retailer QVC is creating a social-commerce channel called toGather, to be hosted on QVC.com. The service will allow consumers to create collections of products, which others can then ‘heart’ to show their approval, much like on image-sharing social network Pinterest. QVC personalities will also feature, interacting with users to add a further social element.

Trailers and ads on Instagram videos
A few weeks after the launch of video on Instagram, the network has seen its first movie trailer. The 15-second clip promotes ‘Jobs’, in which Ashton Kutcher plays the late Apple CEO, Steve.

 

 

Meanwhile, Carnival Cruises used the system to post 9 of their old 15-second ads, which they eventually removed from the platform for fear of violating Instagram terms. The videos, on whose compliance Instagram has not yet commented, were not filmed through the platform, so did not appear in the same style as natively-filmed content. It will be interesting to see if other brands go down this route.

American Express embed Basement Jaxx concert in a tweet
Amex UK last night streamed a live concert from London’s Somerset House, all embedded within a tweet. Fans could send shout-outs using the hashtag #BasementJaxxLive, 10 of which were read out during the set.

Honda outreaching with Rebecca Black Vines
Honda are responding to people who tweet using the hashtag #wantnewcar with humorous, personalised Vines, featuring ‘Friday’ singer Rebecca Black, as well asHonda’s own employees.

Captain Morgan targeting ads at Foursquare check ins
Rum brand Captain Morgan has started targeting ads at those who check in at certain locations on Foursquare, suggesting they order a drink containing the spirit. Now, when Foursquare users check in at certain bars or restaurants, they’ll receive something like the below:

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This raises an interesting point about whether these ads were available to under-21s, on which Foursquare has yet to comment. Boldly, Captain Morgan have accepted the risks of underage users seeing the ads, in the knowledge that the percentage of Foursquare users who are over-21 exceeds the 71.6% bar set for an alcohol ad campaign.

My Nikon World makes everyone a photographer
Photography brand Nikon has produced a Facebook campaign that encourages users to create a photographer profile and upload photos to galleries in order to earn points and badges. Influencers will also be involved in ‘My Nikon World’, which looks to create an online community dedicated to sharing photographs, complete with a competitive element.

WWF buying up 404 pages on Russian social network
WWF is using 404 pages on the Russian social network Odnoklassniki to highlight the plight of various rare and endangered species, including the leopard, tiger, bison and snow leopard. Instead of receiving a standard message, users will be confronted by text stating that the animals in question are in danger of “not existing”.

Mastercard and Foursquare partner to fight cancer
Mastercard are offering to donate $0.01 to fighting cancer for every meal bought using their service worth over $10.00, up to a value of $4 million. They’ve partnered with Foursquare to spread awareness, with images like the below appearing on users’ smartphones.

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ASDA helping mums to #savesummer
UK supermarket giant ASDA is helping mums to #savesummer, by suggesting things to make or cook with their children, including ice-cream burgers and Play-Doh dinosaurs, for which the components can all be bought via ASDA.com. Mums will be encouraged to share photos of their efforts on social media, using the hashtag #savesummer.

Buxton asks if Ashes fans have #gotthebottle
Water brand Buxton has created a campaign to celebrate its sponsorship of the Ashes, featuring large digital display boards at train stations across the UK on match days. These will feature tweets from fans and their own @GotTheBottle Twitter account, along with Ashes information and an image of Buxton brand ambassador, England captain Alastair Cook.

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Vodafone’s holiday hashtag competition
UK mobile provider Vodafone has produced a Twitter competition that encourages followers to choose holiday destinations based on where certain hashtags are trending. Users choose a hashtag, such as #YOLO or #touristshit, then virtually book a holiday to the location where that hashtag is trending, in order to be in with the chance of winning a break.

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Barbour’s 100 days of summer
Clothes brand Barbour, most famous for its wax country jackets popular in Chelsea, is running a summer-themed content stream on its Tumblr, with a new hashtag for each of the ’100 days of summer’. Fans are also being encouraged to share their own content to add to the brand’s, some of which appears as below:

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Spotify’s super customer service
Spotify showed last week how good customer service can be. When a fan named Jelena Woehr sent in some positive feedback, she received the following playlist in return, complete with hidden message:

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Fireball Whisky in trouble for Facebook posts
Fireball Whisky has had Facebook posts banned by the Advertising Standards Authority, on the grounds that they implied alcohol is indispensible, encourage excessive drinking and are likely to exploit the young, immature and vulnerable. The updates included links to student blogs and references to falling over, plus dumping your boyfriend in exchange for more whisky, so it’s pretty unsurprising that they fell foul of ad standards. This goes to show how important it is for brands to realise that Facebook content is strictly regulated, just like TV or print.

The Vatican offers indulgences to Pope’s Twitter followers
The Vatican is offering time off purgatory for followers of Pope Francis’s tweets. The move, which has to have one of the best prizes on offer for a social media competition, sees the Church’s increased attempts to embrace modern technology and specifically the social web. With Twitter accounts in 8 languages, it’s not clear if you get bonus points for how many you follow. Especially if you can’t read Latin.

 

 

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We Are Social Asia Tuesday TuneUp #82

by Cyra Caparros in News

Facebook now has searchable hashtags to follow public conversation
Following the report in March, Facebook just recently launched the functionality to follow conversations through hashtags.  As reported by Techcrunch, Facebook announced that its capabilities include clicking on hashtags from other services, searching for hashtags and writing posts directly from the hashtag feed. Here’s a look at what a quick search of #sghaze, trending topic about the haze in Singapore from Indonesia’s forest fires looks like:

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When it comes to the privacy perspective, Facebook says that the hashtags will work similarly to Facebook Graph Search where you’ll only see the comments that you are authorised to see. Although AdAge suggests the move is intended by Facebook to help them compete with Twitter for real-time marketing spend, it’s hard to see them competing with Twitter as the prime social network for second-screen viewing.

Strategy Director, Jordan Stone, told Marketing:

Facebook would love to tap into the ‘real-time’ public conversation in the same way that Twitter does, but the challenge for Facebook is they have always been considered a private social network for people you actually know. This is in contrast to the very public nature of Twitter where you can more easily tap into the public consciousness through search and hashtags. Whether Facebook can credibly straddle the line between being a personal social network and a public platform is open for debate.

Twitter has successfully positioned itself as an important second screen platform, which makes it attractive for advertisers and agencies to integrate Twitter into campaign thinking, and therefore spending. Facebook may well be going after their ‘second screen’ dominance and the near ubiquity of using hashtags in advertising campaigns to drive conversations. Which is no doubt why they will allow advertisers to include hashtags in Facebook advertising as it’s rolled out.

WeChat joins Ramadan in Indonesia
Tencent is pushing hard for WeChat to grow in the Southeast Asian market. Recently, WeChat teamed up with the Indonesian creative network Kreavi for a Ramadan-themed contest to create the best holiday WeChat emoticons. As published in TechinAsia, contestants have to submit a set of custom-made WeChat stickers for 10 different emotes including prayer, homecoming, and new clothes—all traditional Ramadan customs. The first place will receive IDR 10 million (($1,020) while the rest of the top ten finalist will receive IDR 50 million ($5,100). The contest has started and runs until July 10. Through this, WeChat hopes to appeal to at least nine out of ten Indonesians.

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Line is now the biggest social network in Japan
Are Facebook and Twitter users in Japan now losing their interest and moving to Line? A recent article from ClickZ.asia says that Facebook registered user base in Japan had dropped substantially from about 17 million to 13 million, while Line had increased its users to 41 million. According to Adage, most of the Twitter users in Japan have switched to Line as well.

Listening and responding in social media is vital to protect sales
According to McKinsey, an unnamed telecoms brand found that negative online buzz hurt signups by 8%, effectively off-setting any gains from their entire TV spend. It underscores a really important point: it is quite literally pointless to put money into TV advertising if you are not also listening and responding to consumer queries and complaints on social channels.

Fan-created content vital for brands on YouTube
Research from Cisco has found that by 2017, online video will be even more popular than social networking. Although brands have learnt from this somewhat by ensuring their content is top-notch, they also need to learn to appreciate their super-fans on YouTube – as much as 99% of video views featuring a brand can come from user-submitted content.

Facebook to eliminate Sponsored Search results
As parts of its push to simplify its ad product range, Facebook is eliminating Sponsored Search results. According to Inside Facebook:

The reason why the sponsored results will be nixed is because the most common marketers for them were app and game developers, and Facebook feels that the mobile app install ads and page post link ads are more efficient ways to reach this goal.

Twitter opens up its analytics platform
Twitter has opened up its analytics platform, giving casual users and brands an insight into the people that follow them, as well as the performance of their own tweets.

Myspace relaunches with $20 million ad campaign
Myspace has officially relaunched with a huge ad campaign, aimed less at re-recruiting former users and more as an attempt to re-position the site, aiming it at all creatives involved in the music industry. They’ve released a 90-second ad which they say represents what the new Myspace has to offer:

Google buys Waze for more than $1 billion
Google’s purchase of Waze for more than a billion dollars shows just how important maps and location data is to Google’s business model. Waze is a social map app with real-time traffic data provided by users, letting them flag bad road or weather conditions to other drivers. The acquisition of Waze is a sign that Google will be trying to make Google Maps even more social – with indicators that the next incarnation will include data from Google+ (such as restaurant recommendations) along your routes.

Google launches unified dashboard
In a move which will allow businesses and brands greater flexibility in managing their Google products, Google has launched a single dashboard that allows Google+ page owners to also manage their presence in Search, Maps and AdWords in one place.

For example, the new dashboard will allow businesses to update their info with their website URLs, store hours and phone numbers, across Google Maps, Search and on Google+ right from the tools Overview tab.

Path to raise new funding at $1 billion valuation
Mobile-only social network Path is raising a new round of funding of between $75 and $100 million, valuing the company at over a billion dollars. It’s particularly impressive as their last round of funding in 2012 valued the company at around $250 million.

Twitter and Everyday Health join up to provide public health alerts
Twitter is partnering with health news publisher Everyday Health to deliver health alerts and potentially to sell ads. The publisher will be able to scour the 2 million health-related tweets in the US every day to see if anything is over-indexing in such a way as to suggest a potential outbreak. They say the HealthBeat program developed with Twitter could warn users to be vaccinated through Promoted Tweets and Trends. Although they’re yet to seek any advertisers, in time they will for broader health issues such as hayfever or flu.

Random House launches book recommendation app
Random House has launched BookScout, an app which recommends books to users based on the things they like and discuss on Facebook, as well as their Facebook friends’ interests.

Foursquare rolls out Samsung-sponsored visualisation of users’ check-ins
Foursquare has partnered with Samsung for The Foursquare Time Machine, a new feature that provides users with an animated infographic based on their check-in history. Although the campaign includes a play-pause button and specially-generated heat maps, the campaign is more interesting as an insight into Foursquare’s business model going forward: it has been criticised for a lack of revenue, but Samsung reportedly paid $1 million for this campaign.

Despicable Me 2 characters take over Mumsnet
In the first site takeover in Mumsnet’s history, minions from upcoming film Despicable Me 2 will take over Mumsnet for one week from next Monday, renaming the site Minionsnet to help promote its release. The campaign also includes advance screenings of the film for 400 Mumsnet users in Manchester and London, online competitions and on-site advertising.

Heinz Salad Cream launches new campaign with We Are Social
Heinz Salad Cream is looking to promote the product to a younger audience with a new £2m ‘Bring on the Zing’ campaign, including a Facebook challenge (created by We Are Social) challenging fans to add some Zing to sandwiches to try and become a Zing Master.

We’re also working with Heinz on personalisation campaigns for HP Sauce and Five Beanz.

Kiss Me First’s Facebook Connect campaign
Lottie Mognach’s first book launch is being supported by a Facebook Connect campaign. Which you might be impressed by if you’d never seen a Facebook Connect campaign before.

Clever campaign for Tourette’s awareness
The Tourette Syndrome Foundation of Canada has launched ‘Surrender Your Say’, where consumers have their Twitter account taken over for a day by their app, and the consumer cannot control what is tweeted. It’s a great illustration of what life with Tourette’s must be like.

The ultimate anti-social app
Foursquare prides itself on giving you the location data of your friends – so that in theory it’s easy to meet up. But developer Scott Garner has re-used this data in his app ‘Hell is Other People’, which utilises the most recent check-ins of your friends to work out a position where you’re most likely to avoid them entirely. Scott has created a nice video about his experience using his own app:

How EE ended up embarrassed on Twitter
EE were left red-faced after a consumer’s complaint about them not upholding their T+Cs – and not giving him the Glastonbury tickets he had rightfully won – went viral. After an enormous amount of negative publicity, including O2 offering the consumer entry to all their events for a year, EE eventually caved in and offered Terry his Glastonbury tickets.

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Five Friday Facts #78

by Laura Picard in News

Line now has 160 million users worldwide
Line hit 150 million users earlier this month, and it has continued to grow at an incredible rate. TechInAsia recently reported that Line has now reached 160 million users worldwide. The biggest contributors to this growth are Asian markets, with Indonesia at the forefront of the Japan-based chat app’s continuing expansion. In a press conference this week, Line revealed that its entire suite of apps had exceeded 23 million downloads in Indonesia – apps that include Line messenger, as well as Line Games, Line Camera and others. Being well-aware of the potential in this market, the company has been vigorously targeting potential users in the market with TV commercials starring local celebrities. In particular, top celebrity Twitter user Agnes Monica has been featured in the ads; her own line of stickers will soon be launched on the messaging app as well. Line is also succeeding in other Asian markets as well, as Line has revealed a user base of 16 million in Taiwan.

Indian brands shift marketing spend to social media
According to a recent report by eMarketer, social is quickly coming into focus for marketers in India. Citing a survey by Ernst & Young, the findings suggested that 83 percent of Indian businesses with “robust social presences” were also advertising their brands on social media this year. Of these brands that advertised on social media, 42 percent were purchasing ads to promote contests or online campaigns. 34.2 percent were using these ads to strengthen brand awareness through social platforms. Advertising budgets for social media were also increasing according to the survey. Nearly 22 percent of the surveyed brands were allocating 10 percent or more of their marketing budgets to social media, while almost 59% had dedicated at least 6 percent.

eMarketer notes that Facebook and Twitter claimed the most focus amongst social platforms; more than two-thirds of these brands were regularly posting twice per day on Facebook, while Twitter came close with 62 percent of brands tweeting at the same frequency. It is interesting to note, however, that these brands are also paying attention to emerging social networks as well. Most notably, Pinterest, Google+ and Foursquare have come into the limelight for Indian marketers. Over 73 percent of brands are already using Pinterest or have plans to use the platform in the next year, while over 71 percent are using Google+ or have plans to do so within a year.

In UK, 56% of young adults recall mobile ads on social
A new study from March 2013 indicates that young adults in the UK are paying more attention to ads they encounter on their mobile devices. Citing a study by ComScore MobiLens, eMarketer reports that 38% of smartphone users in the 18 to 24 age bracket were more likely to recall an ad they had encountered if they were mobile. The findings of the study revealed that over 56 percent of the 18- to 24-year-old respondents recalled reading brand posts on social networks through mobile devices. By contrast, only 35.5 percent of the general population recalled the same. This disparity continued across all mobile advertising activities discussed in the survey, as indicated in the graph below:

eMarketer predicts that this trend will only continue to grow, as more and more UK consumers are adopting smartphones; this is particularly true of those in the young adult age bracket, as 84 percent of them are expected to use smartphones this year with an astonishing prediction of 98% smartphone penetration by 2017.

Two-thirds of Indian employees feel social boosts productivity
Zeenews India reports that over two-thirds of Indian employees believe social media increases productivity at work. Citing a March-April 2013 study conducted for Microsoft by research house Ipsos, the findings suggest a disparity between employee perception, employer restrictions and the results from the study, which found social media was a hinderance to workplace productivity. While 70 percent of employees cited security concerns for social media restrictions, 60 percent indicated that the restrictions themselves were leading to declines in productivity. Meanwhile, 71 percent of the respondents believed that social media was a beneficial to increasing productivity in the workplace. 7 out of 10 saw social media as a valuable resource for collaboration at work.

Social advertisers prefer branded pages over paid ads
eMarketer reports that 7 in 10 brands are marketing to customers through branded pages. Citing a Q1 2013 survey by Forrester Consulting, the results suggested that 73 percent of respondents were using brand pages on social platforms to communicate with their audience. Amongst the US brands surveyed (those that spent at least $100,000 on social advertising), this strategy proved to be the most popular method for reaching out to the brand’s audience. By contrast, only 56 percent of the respondents were using paid ads on a social media platform. Microblogs like Twitter had been used by 52 percent of the respondents in the survey. Professional networks were less popular, but still claimed a higher share of brands for company pages than it did for paid ad space.

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We Are Social Asia Tuesday TuneUp #78

by Ji Eun Kim in News

Alibaba invests $294M in China’s top online mapping company AutoNavi
Two weeks after taking an 18 percent stake in Sina Weibo, China’s biggest e-commerce company has announced another investment of $294 million in AutoNavi. This investment will take up 28 percent shares of the company. AutoNavi is China’s top online mapping company, beating search giant Baidu and even Google Maps in terms of mobile maps market share in China. As an industry leader, AutoNavi seems to be a perfect partner for Alibaba in seeking opportunities to explore and develop new location-based e-commerce services. It is also clear that this deal will give Alibaba access to a huge pool of consumer behavior data based on location. With Alibaba’s acquisition of the social music service Xiami last year and their more recent stake in Sina Weibo and AutoNavi, Alibaba has quickly become equipped with big social data and strategic alliances to explore a new kind of e-commerce service—one that will integrate three big things: social, mobile and location. It will be interesting to see what kind of revolutionized services Alibaba will bring out to the market in the future.

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In Japan, politicians leverage Line to deepen ties with supporters
The importance of mobile messaging apps is growing. Many brands already know it and try to leverage the increasing impact of mobile messaging app to engage with their consumers. Politicians in Japan are no exception to this recent trend. According to Japan-based mobile messaging app Line, ten political parties in Japan have opened official accounts on the app. This was after the ban on the use of internet-based mediums for election campaigns (including social networks and blogs) was lifted. Line provides politicians an opportunity to engage with their supporters more directly and actively, by allowing users to opt-in to receive message from political parties, as well as leave feedback and comments on their accounts. Will this impact on the way politicians in Japan communicate with public?

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IGAWorks joins KakaoTalk to increase game releases and app traffic
Korea-based mobile messaging app Kakaotalk has announced a partnership with IGAWorks, the local in-Game advertisement provider. The partnership will involve integrating IGAWorks’ adPOPcorn into Kakaotalk that will provide “in-game and in-app incentivized offers, as well as pop-up adverts that link through to social and mobile media channels.” This collaboration is intended to strengthen Kakaotalk’s video game offerings—features that have contributed to distinguishing Kakaotalk from other mobile chat apps. By allowing all game developers on Kakaotalk to access adPOPcorn, Kakaotalk is looking to create a new channel of income for video game developers and publishers. The goal is to encourage more game releases which will drive more user traffic to the app. This also reflects KakaoTalk’s desire to attract more brands as well, to tap into Kakaotalk as a mobile advertising platform.

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QQ gets makeover to look like WeChat; new look upsets users
Tencent’s drastic revamp on QQ has led the chat service to resemble China’s most popular mobile chat app, WeChat. This makeover has brought out a large number of angry users. According to Techinasia, nearly 95% of people who left reviews on the newly updated QQ app have given it the lowest star rating. By contrast, the previous version of the app mostly received five-star feedback. The new look of QQ app, ungracefully called “second hand WeChat” by disgruntled users, has taken on less of a traditional IM user interface, and this is the root of most of the discontent. An indicator light that used to appear beside user contacts’ names allowing users to indicate the online or offline status of users has been taken out of the app, despite the fact that most of users found the function to be useful. In addition, the new style of chat window inspired by WeChat seems a waste of space for those who prefer QQ app as a “fast-paced conversation in one window.” Users have already expressed their stance against the new look of QQ, requiring Tencent to bring previous IM-like features back. We will wait to see how Tencent will react.

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Japan’s Quan-inc partner with AIS to roll out sticker maker app “AIS myStickerShop”
Japan based mobile application maker Quan-inc has partnered with AIS, Thailand’s top mobile network operator. Quan-inc is well known for developing Lounge – a mobile messaging app with unique features of collaborative drawing and message decoration. The partnership is intended to release an app called “AIS myStickerShop”. The app allows users to create their own stickers for their mobile messaging apps. Currently, only Android users can enjoy the service. iOS users will have to wait a while for an iOS version to come out later this month. Quan Inc’s partnership with AIS could be indicative of a desire to expand their presence in Southeast Asia, as the deal with AIS may open up an opportunity to launch future apps for Singtel, Singapore’s top mobile network operator and a stakeholder in AIS.

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Half of Facebook post reach happens in the first half hour
Research by Socialbakers has revealed that 50% of the reach of a Facebook page’s posts occurs in the first half hour, and 80% in the first 3 hours. The below chart, based on a sample of 1,000 posts, displays the real-time minute-by-minute increase in reach.

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Time spent on Google+ far behind Facebook
Google+ users spent an average of 6 minutes 47 seconds on the network during March, a far cry from the 6 hour 44 minute average on rival platform Facebook. Whilst this does represent growth from the 3.3 minutes spent in February 2012, in contrast to Facebook’s dip from 7 hours 9 minutes in March 2012, the rate at which G+ is catching up can be, by these figures at least, dismissed as negligible. Figures reported by Nielsen also revealed 20 million unique US users of the G+ Android and iPhone apps, a 238% increase from March 2012 and 28 million desktop users, up 63% in the same period. However, there is likely to be some crossover between the two groups. In fact, accusations have come in that Google+ is essentially a ‘desolate wasteland’, based on the activity of the top 100 global brands. According to research by Millward Brown, 40% of these posted to Google+ either infrequently or not at all, with 17 (including Nike and Pepsi) not having posted anything for over a week. McDonald’s, as shown below, have never had a single post.

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How many Vines are shared
Research has been produced into how many branded Vines are shared to celebrate the app turning 100 days old. They discovered that branded Vines are shared 4x as often as branded online videos and, of the top 100 most shared, 4% of Vines were branded, compared to 1% of online videos. In total, 5 Vines are shared per second; more of these come during the weekend than the rest of the week combined. Time-wise, Vine frequency peaks from 10am-11am Eastern Time.

75% of top US retailers and restaurants are on Foursquare
Three quarters of the US top 100 retailers and top 100 restaurants are now on Foursquare, of which a full list can be found here. As for smaller businesses, over 1 million businesses have been claimed, but this includes some chain stores; only 17% have ever tried a promotion with the network. Larger businesses are seeing a positive effect from their campaigns; Bloomin’ Brands had 678 users redeem an offer for Outback stores in Richmond, VA, which gave a free appetiser for every second check in. Karen Soots, VP of media services at Bloomin’ Brands, praised the campaign’s effect, saying that if they were to do that nationwide at many restaurants over three weeks, it’s “millions of dollars in incremental revenue”.

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Littlewoods collection to be sold in Facebook Newsfeed
Fashion retailer Littlewoods will be selling their latest collection within the Facebook Newsfeed. Using a system called SeeitShopit, which allows full collections to appear within a single post, it will enable fans to browse, share and purchase items from Myleene Klass’s new swimwear collection. They have since posted further ‘SeeitShopits’ about their summer collection, as shown below:

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Target launch deals with Facebook
Retailer Target has produced a set of offers, which will automatically generate Facebook posts when claimed, unless the user turns this feature off. Starting with around 700 discount offers and expected to grow to 1,000, the campaign is set to be hosted on a Target website called ‘Cartwheel’. Users can claim a deal at any point, producing a unique barcode that tracks every offer they claim. This barcode is then scanned at checkout. Cartwheel works seamlessly with mobile, meaning that a discount can be claimed at any point in the process, even as you’re walking towards the checkout.

AA’s first class lounge open to those with high Klout scores
American Airlines have decided to open their ‘Admirals Club’ lounges free of charge to those with high Klout scores, regardless of whether they’re due to fly with AA. Anyone with a score of over 55 will qualify for a free one-day pass in any one of 40 airports and can take advantage of the benefits including free WiFi and beer. The campaign hopes that these people will then tweet or post to Facebook expressing their gratitude, though this is not a requirement of claiming the offer.

Huggies ‘TweetPee’
This week, in weird app news… introducing ‘TweetPee’, a nappy sensor plus Twitter alert that tells parents when their baby needs changing. The campaign from Brazil also allows parents to keep track of the number of Huggies they’ve used and even order online when they’re running low. The campaign is certainly a fun and innovative one – we wonder how many parents will be hooking their children’s nappies up to Twitter.

Coke zero’s #motherpiece campaign for forgetful children
Yesterday marked Mother’s Day in many countries across the world, the day of the year that celebrates children forgetting to get their mums anything. Coke Zero to the rescue! They targeted absent-minded children (particularly boys, for some reason) and asked them to tweet their best excuses with the hashtag #motherpieces, pushing the campaign through a set of promoted tweets. The best entries were then selected to send in a personal photo, with 10 classically-trained painters on hand to create a ‘motherpiece’ of the winner. If they sent in their home address, they’d also receive a framed copy. Mother’s Day salvaged.

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