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Following on from We Are Social’s hugely popular Social, Digital and Mobile Worldwide in 2014 report from last week, we’re very pleased to share an even more detailed look at the online landscape around the Asia-Pacific region.
It also turns out that a week can make a big difference when it comes to online data; in the past 7 days, and with the help of some of the 200,000 people who’ve viewed our Global report, we’ve found some even fresher stats to the ones we published in last week’s report.
These new discoveries have had a particular impact on India’s stats, where figures for internet users have changed from 151 million to 213 million. Internet figures for Indonesia have also almost doubled, to 72.7 million.
These changes have had a significant impact on the regional and global totals too, so we’ll begin with a refreshed look at the stats from the very top.
The Global Picture
Following revisions to a number of countries, the number of worldwide internet users now exceeds 2.64 billion, representing global penetration of 37%:
Following our report last week, we also received a number of queries regarding the difference between mobile subscriptions and actual mobile users, so we’re delighted to be able include a new chart comparing the two in this report.
We’ve teamed up with the wonderful team at GSMA Intelligence for this, and they’ve been kind enough to let us share this valuable data in the report – here’s the APAC picture:
In order to understand the context in which people use mobile devices, it’s also important to understand how people pay for their subscriptions (contracts), and whether they have access to potentially faster mobile data connections.
The chart below offers more detail on both these areas, detailing how many people have pre- vs post-paid contracts, and using 3G as a proxy for the likelihood people could access faster internet if they chose to take out a relevant mobile data plan:
Asia-Pacific In Context
APAC is home to almost 3.9 billion people, accounting for just under 55% of the total world population. The region hosts just under half the world’s Internet users, and 52.2% of the world’s active social media users:
click to enlarge
Although internet user data for a number of countries around the region hasn’t been updated as recently as we’d hoped, APAC has still shown impressive growth in recent months, with Asian countries alone adding more than 150 million new users since our previous report in October 2012 – many of which were in India and Indonesia:
However, internet access is still far from a universal reality around APAC, and penetration rates in some countries remain surprisingly low:
It’s interesting to see how the average number of hours spent on the internet varies around the region too, both in terms of desktop / laptop access, as well as the time spent on the mobile web:
It’s important to note that the figures in the chart above are based on claimed time spent on the internet, rather than on actual traffic. This has two important consequences:
- The data will, in part, reveal the story that people choose to tell about their internet use, rather than the exact number of minutes they spend connected
- However, in a similar way, this ‘claimed’ data helps to avoid over-counting internet usage when someone is connected to the internet, but not actually making use of it (e.g. the browser is open in the background while someone works on another, non-internet related application).
- There may also be some variations across cultures in what people consider ‘internet’ access. For example, someone who streams music through a service like Spotify for the whole day may not consider this ‘time spent on the internet’, even if we could argue the opposite is also true.
2013 was an impressive year of growth across almost every aspect of the social media world in APAC, with chat apps in particular seeing stunning growth thanks to platforms like WeChat, LINE, and Kakaotalk.
We’ve chose to focus on social networks for this report’s data though, as they continue to offer the greater opportunity for marketers.
User figures and penetration rates for social networks still vary hugely around the region, but the overall trend is definitely upwards (note that MAU stands for Monthly Active Users):
It’s worth highlighting that the figures for social media penetration often exceed those for internet penetration, especially in fast-evolving markets. There may be a number of reasons for this:
- Social media stats are almost always more up to date than those for internet usage, largely because they are collected by a commercial entity on an on-going basis and published at least quarterly to help with advertising sales. In Facebook’s case, the monthly active user figures are available in almost real-time.
- Many reports on internet usage and penetration omit mobile internet usage, meaning many mobile-only users aren’t included in the figures (partly because they’re more difficult to identify). In many emerging markets – particularly places like Indonesia or Myanmar – mobile-only use can account for a significant proportion of internet use. People accessing social media through mobile devices will be counted, however, meaning social media numbers are often a more accurate indication of actual internet use and penetration in these markets.
- On the other hand, some people may have multiple social media accounts on the same platform, leading to a slight skew in the data, although we don’t anticipate this is the main cause for the difference between internet and social media usage numbers.
We’ve also changed the way we report user numbers in this year’s report compared to our previous report in 2012, and we now only report monthly active user numbers (MAUs) for any given platform. This ensures a more reliable and actionable data set, and ensures organisations using the data have the most up-to-date picture of people’s preferences and behaviour throughout the region.
Facebook’s MAUs continued to grow across the region over the past year, adding 54 million by January 2014 in Asian countries alone (excluding countries in Oceania like Australia and New Zealand).
China’s Qzone added 25 million MAUs too, meaning that overall growth around the region is somewhere in the region of 80 million new active users – almost 10% growth year-on-year.
We opted not to include chat apps like WeChat, WhatsApp, LINE and Kakaotalk in this year’s analysis for a couple of reasons:
- The way that people use these platforms remains largely one-to-one, so they offer less of an obvious mass engagement channel for brands compared to platforms like Facebook, Twitter and Weibo (although we recongise that this is changing, especially with tweaks to WeChat’s platform);
- The companies who operate these platforms tend not to publish monthly active user figures, and where they do, they aren’t broken down by country, making it very difficult for us to attribute usage by country.
However, for handy reference, the global user figures for each of the region’s largest chat apps are as follows:
- WhatsApp: 400 million monthly active users worldwide
- WeChat (Weixin): 270 million monthly active users worldwide
- LINE: 300 million total registered users worldwide
- Kakaotalk: 130 million total registered users worldwide
We’re pleased to offer time spent on social media for many of the region’s larger economies too, thanks to some great data from GlobalWebIndex’s Active Usage: Time Spent study, which they’ve kindly allowed us to share. You can find out more about this study here.
As with the time spent on the internet chart above, this data is based on claimed usage rather than actual traffic information. This again means that data may be coloured by the story people wish to tell about themselves, but at the same time, it also helps to avoid over-counting time where people have social media open in the background.
Based on our qualitative research, many people keep social networks open throughout the day in a distinct browser tab or tool like Tweetdeck, but do not necessarily spend all that time actively engaging with the platform itself, so the data above should be used in conjunction with traffic-based numbers (where available) to paint a multi-dimensional picture of people’s behaviour.
It’s interesting to explore the above chart in the context of the societal norms of each country too; it appears that the time spent on social media is determined as much by a nation’s culture as it is by the speed or ease of internet access. In many countries where fast internet access is still a luxury, people still spend many hours engaging with social media, highlighting once again that social media are playing a huge part in the growth and evolution of the online landscape in APAC.
However, to enrich this story, it’s worth looking at the infrastructural elements too. Mobile devices play a huge role in Asia’s social media scene, so we’ve added an extra data set to this report to illustrate mobile social access in more detail:
The number of mobile subscriptions in APAC continue to grow steadily in the past 15 months, with Asian countries alone adding more than 200 million new subscriptions since our previous report in October 2012.
Although it’s likely that some of these new subscriptions constitute second subscriptions (e.g. an additional contract for work or personal use), the importance of mobile devices even in the region’s less developed nations highlights the critical role mobile plays in people’s daily lives in APAC.
While it can be tricky to identify the exact number of people accessing the internet through mobile devices, we have identified reliable data for two important indicators that offer valuable insights: mobile broadband subscriptions, and people accessing social media through mobile devices:
It’s particularly interesting to note that the proportion of the population accessing social media through a mobile device is much higher than the penetration of mobile broadband, suggesting that many people continue to access social media through slower mobile connections.
You’ll find this data broken down for each country around the region in the full report.
The Individual Country Story
We’re delighted to announce that we now have social media and mobile data for every Asian country, as well as 4 key nations in Oceania.
Major additions to this year’s report are North Korea and Myanmar, and although the numbers aren’t likely to challenge China’s position as the dominant digital player in the region, it’s very exciting to see how online media are helping to open up some of the world’s most secretive nations.
In particular, Myanmar – or Burma, if you prefer – has surprised us with the sheer speed of growth, particularly when it comes to social media. From a country where Facebook was technically blocked barely 12 months ago, this Southeast Asian country now boasts well over 1 million Facebook users, and is still growing at an impressive rate:
Despite these impressive numbers though, this still represents a social media penetration of just 2% in Myanmar, so there’s clearly plenty more potential for growth as the country continues its journey towards a fully open approach to the internet.
Even mobile subscriptions struggle to reach double-digit penetration, while the internet – albeit based mostly on fixed-line figures – languishes at just 1%.
However, 2014 looks like a promising year for Myanmar’s online landscape, and we’re looking forward to plenty more good news from them in the months to come.
The story in North Korea remains less clear; with the internet still officially blocked in the world’s most reclusive nation, it’s difficult to get a clear picture of what’s going on. However, Facebook themselves state that they now have 8,200 users within the North Asian state, 4,600 of whom access through mobile devices:
It’s unclear how many of these users are actually North Korean citizens though, and we suspect that a significant proportion may be foreign nationals based in the country.
However, the fact that it is even possible for these people to access Facebook from within North Korea represents a step forward compared to the situation this time last year, so we’ll take that as a glimmer of hope for 2014.
We’ve also included data for Timor-Leste, which, although still small in absolute numbers, represents another reason for optimism, given the young country’s recent history.
East Timor’s social media population in particular is growing steadily, with 6% of the population – or 76,000 people – using Facebook at least once in the past month:
As with many emerging economies, the numbers for internet usage in Timor-Leste are far lower than those for social media, mainly because it’s harder to measure the exact number of people accessing the internet.
Many people still access from shared devices in internet cafés or in places of work, and data is often collected by surveys that have taken quite some time to gather, analyse and publish.
Social media figures such as those made available by Facebook are almost real-time though, offering a more up-to-date and accurate picture of the online landscape within these fast-evolving digital ecosystems.
Excitingly, mobile phone subscriptions have already surpassed 50% penetration in Timor-Leste too, meaning many more people now have the opportunity to connect to the internet as soon as affordable mobile data plans become available.
Alongside figures for Australia and New Zealand, we’re also pleased to present some initial figures for Fiji and Papua New Guinea. Both nations play an important role in understanding the broader picture across Pacific nations, and the stories their data snapshots tell reveal some interesting insights:
Fiji already demonstrates relatively strong internet and social media penetration figures, surpassing the regional average in both areas.
Meanwhile, Papua New Guinea still has plenty of potential for growth, with barely 4% of the population using Facebook in the past month. However, with mobile subscription penetration of 42%, it’s clear that Papuans have an increasing digital opportunity, and we’re confident these figures will all grow considerably during 2014.
We’re also pleased to share statistics on mobile social behaviour for all 30 countries in this study, ensuring marketers have a solid understanding of the opportunities to engage their audiences in a variety of settings and contexts – here are some example stats for Indonesia:
As mobile increasingly becomes our predominant means of accessing online services and content, it’s likely that Asia-Pacific will continue to lead the world in defining the future of the online landscape.
The India Changes
Finally, given the major changes in internet user numbers since last week’s report, here’s how the individual country situation looks today:
So there you have it – another week, another bumper collection of stats. Do get in touch if you’d like some help making sense of these numbers, or turning them into part of an actionable strategy.
Be sure to check back to our blog for more updates in the coming weeks too – given how quickly the data seems to be changing, it’s clear 2014 is going to be another vintage year for online growth. We’re already looking forward to next year’s APAC report!
Sources for all the above data are listed in the full report. We’d especially like to thank GlobalWebIndex and GSMA Intelligence for their help in providing data for these reports, and for allowing us to publish their valuable data.
UPDATE: We’ve amended this post, and some slides in the original report, due to a request from one of our data partners.
1.7 billion tweets made in Thai language in 2013, 45% up from the past year
Twitter in Thailand has not been talked about as much as it should be due to the highlight on Facebook and Instagram. But data from ThaiTrend suggests that Twitter is still worth watching. According to ThaiTrend, there were more than 1.7 billion tweets made in the Thai language in 2013 from 1.7 million users. ThaiTrend also claims that Twitter usage and user base in 2013 has shown 45 % and 35% growth respectively as compared to the past year. The day that marked highest number of tweets in Thai was on December 1st with a total 7.5 million tweets talking about huge political protests in Bangkok, which shows that Thailand is no exception from Twitter’s major role of being a platform to exchange real time updates and opinion on social issues. It will be interesting to see how Twitter will continue to impact on how Thai people communicate online.
800K posts made within the first minute of 2014 on Sina Weibo
China’s largest micro-blogging site, Sina Weibo welcomed 2014 with record breaking number of posts. According to an official Sina account, the first minute of 2014 gained a total of 808,298 posts which beats last year’s record of 729,521 as well as Chinese New Year record of 731,102. The surge of posts seem to be attributed by the New Year’s programme broadcasted by CCTV in partnership with Sina Weibo. We will wait to see if the record will again outstrip the record of upcoming Chinese New Year’s posts end of this month.
Fashion brands have same-y new year
Happy New Year! Of course, it means a lot coming from us, but when four different fashion brands post the same update at roughly the same time, it ends up having little marketing value. Four indistinguishable posts were uploaded to Instagram on New Year’s Day by Forever 21, Victoria’s Secret, Gucci and Free People.
Happy New Year on Twitter
Fashion brands weren’t the only ones looking to send the same message. Twitter has produced a blog post on how people wished each other a Happy New Year all over the world, with this colourful visualisation showing the time lapse.
“Pay-for-Prayer” scheme gets criticism on Twitter in Indonesia
Will you be offended if someone is asking for money in exchange for praying? You might be and could be because the religion teaches that praying should be voluntary and unmeasurable by monetary value. Interestingly, the first viral story of 2014 in Indonesia is related to the concept of “pay-for-prayer”. The incident started from social media post made by Ahmad Gozali (@AhmadGozali), advisor of social corporation Sedekah Harian. The post seek for minimum IDR 100,000 ($8.3) in exchange for pray during his visit to Mekkah. Indonesian movie producer and director Joko Anwar (@JokoAnwar) with 540,000 followers made a tweet criticizing his scheme and the story went viral. After the surge of criticism on social media toward Gozali’s scheme, Sedekah Harian’s website published apologies with clarification that the money will be used for social projects. It also claimed that Gozali has now stopped the program. Although followers seem quite acceptive to their apologies, it’s clear that they do not accept the concept of monetizing praying.
Vine launches for web browsers
Twitter’s video sharing platform, Vine, has launched its web version. This includes everything you’d expect: a home screen, plus the functionality to like, comment and share, as well as a new feature: TV mode. This allows users to view all videos in one, continuous stream.
Social ad spending per user rises around the world
Social network ad spending is set to continue growing until at least 2015, according to eMarketer research. In 2012, advertisers were spending an average of $5.14 per user, up to $6.18 in 2013 and forecast to continue to $6.97 this year, then $7.98 in 2015. Growth is slowing, however: compared to a 38.8% change in 2012, 2015 will see an increase of just 25.4%.
Over three quarters of US online adults use social networks
Research by Pew Internet has found that 73% of online US adults now use social networking in some form. Facebook is the predominant platform, with 71% of all online adults having a presence in 2013, up from 67% in 2012. Interestingly, Pinterest (21%) was more popular than Instagram (17%) and Twitter (18%), while 42% of adults are active on multiple networks.
There were some findings on individual demographics, too: for example, women are four times more likely than men to use Pinterest, while 45% of those aged over 65 are on Facebook. In terms of crossover, Facebook sees the most user crossover: 80% of the users of all other sites spend time on Facebook as well, while Pinterest and LinkedIn have the least crossover of all.
4G moblie subscribers spending more time online
According to research by UK mobile provider EE, 4G moblie subscribers are using their mobiles for online activities more and more. Of those surveyed, 50% reported an increase amount of time spent web browsing, 36% in streaming video content and 34% in the use of social media.
We Are Social and evian launch #liveyoungjanuary
We Are Social has produced a campaign for evian that looks to keep the ‘Live Young’ spirit alive and well throughout the month of January. Launching on Facebook and Twitter, there will be a new message each day under the hashtag #liveyoungjanuary, encouraging adults to take part in different activities, such as playing sleeping lions at work.
Ben & Jerry’s react to marijuana legalisation
Ben & Jerry’s last week produced a terrific piece of reactive content after recreational marijuana became legal in the US state of Colorado. At the time of writing, it’s received almost 10,000 RTs and over 5,000 favourites.
BREAKING NEWS: We’re hearing reports of stores selling out of Ben & Jerry’s in Colorado. What’s up with that? pic.twitter.com/zBs8nyxZWn
— Ben & Jerry’s (@benandjerrys) January 2, 2014
Target use Pinterest for ‘awesome shop’
Clothes retailer Target has created an online ‘awesome shop’, with content curated via Pinterest. The most pinned items from the company’s boards will appear at the top of the shop’s site, allowing users to easily browse the items their peers love.
Sina Weibo expands to Singapore and Indonesia
According to Techinasia, Sina Weibo has officially appointed Trends Media as Sina Weibo’s Singapore and Indonesia exclusive reseller, supporting its expansion in the region. The main focus of expansion will be to increase the number of sign-ups of the ‘blue V enterprise-verified’ Weibo accounts. It is similar to Facebook brand pages but it attempts to help brands in Singapore and Indonesia to effectively target Chinese speaking users on Sina Weibo. About 70% of the Singapore’s population are able to converse in Mandarin. Singapore is fourth largest nation in terms of registered Sina Weibo users globally with 1.5 million registered users. However, Facebook and Twitter are still most used social media platform in Singapore. Will Sina Weibo become major social media platform in Singapore? Only time will tell.
Rakuten buys singapore-based video streaming site Viki
According to Techinasia, Rakuten has officially revealed the acquisition of video streaming site Viki. Viki is a Singapore based start up company offering premium TV shows, movies and music video content with crowdsourced subtitles, allowing multi language users to consume the content created from various nations. The acquisition appears to be one further step for Rakuten to go beyond e-commerce and attract worldwide users with unique service to compete with the market leaders like Amazon. This move is in line with its investment in social bookmarking site Pinterest and acquisition of Spanish online video service last year. It will be interesting to see how Japan originated e-commerce site, Rakuten will shape its path to become international digital content provider.
DrawChat joins Chat app competition in Asia
The Japanese startup known for developing the popular photo customization app DecoAlbum, has released new chat app, DrawChat. It’s the first Facebook API that utilized messenger featuring doodling and handmade emoticons. While drawing functionality and a set of cute emoticons are nothing new (as we have seen them from Taiwan-made messaging app Cubie), DrawChat is expected to be more accessible by connecting with your Facebook friends. Do you think DrawChat will be able to grab Asia’s competitive chat market, by leveraging Facebook messenger API?
Facebook open newsfeed competitions
Facebook, which previously stipulated that an app be used for pages to run a competition, has decided to allow them through the newsfeed. This should be interesting for brands, who will no longer require the budget necessary to create or lease an app; fans can enter simply by liking, commenting on or sharing a status. For the full lowdown, take a look at the post we’ve written on the changes.
Update to conversations on Twitter
Twitter has updated how it presents conversations, intending to make them easier to read. Now, tweets that are part of a conversation appear in chronological order, with a little blue line connecting them to make it clear what’s going on. The video below explains the update.
Twitter test ability to tweet excerpts from articles
Twitter last week performed a test with the New York Times that allowed users to tweet certain sections from an article, not just the headline, as had previously been the case. In one article about Saturday Night Live, the network chose certain sections that they felt people were likely to want to tweet, then highlighted them such that they could be automatically selected for sharing. The newspaper noted that the story was shared 11 times more frequently than the average from their top 500 articles of the last month, so it’s likely that we’ll be seeing this tool more in the future.
Location aware recommendations on Foursquare without checkin
Foursquare has announced that it is trialling push notifications based on location, without users having to checkin. The system will suggest occasional places to eat, or sights that you should see if in a new city and will function based on a variety of location signals. By not using GPS alone, it manages to dramatically reduce the battery life necessary, making this a possibility for the first time. The system is being rolled out to a few thousand Android users for testing.
Tumblr creates collaborations for New York Fashion Week
Tumblr has linked 20 fashion bloggers with designers and relevant organisations tocreate content for New York Fashion Week. These will take the form of ‘apprenticeships’, with the bloggers learning from their mentors and helping them produce an installation, which will be displayed in a New York gallery during the event.
Pinterest and Fashion Week
Pinterest, too, is ramping up its Fashion Week activity and has created a dedicated hub where designers and other influencers can share their various inspiration, featuring content from the likes of Michael Kors and Oscar de la Renta. In addition, the network has partnered with the television channel ‘Style Network’ to bring an on-screen ‘It List’, featuring the top ten trends for the upcoming season.
ESPN using Twitter’s Amplify for sport highlights
Sports broadcaster ESPN is set to use Twitter’s social TV platform, Amplify, to show highlights of the college American football season on Twitter. These will be pre-rolled by adverts for Verizon Wireless as part of a larger #DidYouSeeThat campaign, which will extend to ESPN’s on-screen TV coverage of the sport. The move comes after similar deals by Twitter for the MTV VMAs and with the USTA for US Open coverage – evidently, Twitter is working hard on bulking up its already strong links with TV.
GAP make us of .gif on Facebook
After tech firm Giphy has created a product that allows .gifs on Facebook, high-street fashion brand GAP has made use of the technology. It posted its first .gif, shown below, to its Facebook page last week, accompanied by #BacktoBlue copy.
Co-op produces Snapchat campaign
The co-operative is set to become the first major UK brand to use Snapchat in a marketing campaign, promoting their electrical business. Customers will be sent a code for a £30 discount on a laptop, which will ‘self destruct’ after a short time, as with all Snapchat messages.
BMW invented ‘Ctrl Z Day’ for Z4 model campaign
German automaker BMW recently had a successful viral campaign on its new Z4 model. With the help of a few prominent microbloggers, the hashtag #Ctrl Z Day# went viral on July 12 across Sina Weibo. Over 300,000 users shared their deepest regrets in 140-character form ranging from heartfelt statements to political satire on a day believed to be a “worldwide day of regret”.
As a result, this ‘holiday’ was even reported on major Chinese media outlets. BMW revealed itself as the brand behind the campaign three days later, which was received positively by Weibo users, with many praising the creativity of the ad.
Friendster continues to do well in Southeast Asia
As we all know, Friendster has shifted from a social networking platform to a social gaming platform. As said by Friendster CEO Iannis Hanen, the platform’s game selection is gaining traction in Southeast East especially in Malaysia, Indonesia, Philippines and Singapore. The user base in Southeast Asia is in the millions, with Philippines alone contributing over a million users. They will continue to provide means for members to communicate with each other as well as new features such as game reviews and member rewards. It will be interesting to watch Friendster compete with Line’s social gaming integration when the former moves towards developing games for mobile phones later this year.
Coca Cola uses Sina Weibo to promote customised bottles
Coca Cola’s online sales have gone through the roof through its Weibo marketing. It launched its “nickname bottle” where fans can print their names or preferred nicknames on the bottle. Its popularity took off shortly after celebrities and opinion leaders jumped on board to show off their own customised bottles. In order to test Weibo Wallet, Coca Cola only charged delivery fees. The bottles sold better each day with fans sharing their bottles with friends on social media. In fact, 300 bottles sold out in a minute on the 4th day!
Indonesia is Path’s third biggest market
Path’s business manager, Andreas Bezamat-Homer, recently revealed that Indonesia is Path’s third biggest market in its 12 million user base worldwide. The most popular activities among Indonesians include sharing photos, followed by sharing videos and music. The Khong Guan biscuit memes went viral among the users recently. Path plans to further expand in the country, with many new features in the pipeline and partnerships with local telcos.
Facebook post best fiscal quarter to date, increase MAUs
Facebook has announced its best fiscal quarter to date, with $1.813 billion in revenue, amounting to net gain of $333 million. This has come as a result of an increase of revenue across the world, with each major sector up compared to both Q1 2013 and Q2 2012, while monthly active users have increased to 1.15 billion (up 21% year on year) and mobile MAUs up to 819 million (51% year on year).
Nevertheless, Facebook continues to face questions about whether it is retaining younger users and Mark Zuckerberg has come out to argue that they can. He claims that engagement remains constant among younger users, however noting that it is difficult to pinpoint exactly how long teens are spending on the site, as a result of many lying about their age, mentioned above.
Facebook testing ‘Find Customers’ ad tool
Facebook is testing an addition to its Ads manager that will allow page managers to import contacts lists from the likes of Constant Contact, MailChimp and Excel. They can then create custom audiences based on these, in order to target Facebook ads. Facebook has said that the feature is just being tested at the moment, though they will keep users informed of any changes.
Facebook hashtags haven’t increased engagement
A study of the ‘Interbrand 100′ – a list of the world’s top 100 brands – has shown that, while 20% have experimented with hashtags on Facebook, this has not led to any increase in engagement. The graph below depicts usage across the month of June:
Twitter introducing “report abuse” button
Last week saw Caroline Criado-Perez successfully campaign for Jane Austen to appear on the new £10 note, sadly followed by a torrent of abuse, including rape and death threats. After her complaint about the inadequacy of Twitter’s abuse reporting facility, a spokeswoman for the network replied:
The ability to report individual Tweets for abuse is currently available on Twitter for iPhone, and we plan to bring this functionality to other platforms, including Android and the web.
YouTube’s embeddable ‘Subscribe’ button
YouTube has launched an embeddable ‘Subscribe’ button, aimed at allowing creators to gather more followers from across the web. The button will be customisable for paid and normal accounts, but comes with three conditions: users should not be eligible for a prize for clicking on it, it must be “fully and clearly visible” and creators may not track any data about a user who has clicked on the button.
Updates to LinkedIn and Slideshare
Linkedin has announced a few updates this week, starting with the ability to post sponsored updates. The system, which they’ve been testing since January, is available on desktop and mobile in 20 different languages, and can be paid either by cost-per-click or cost-per-thousand-impressions.
LinkedIn page managers now also have the option to comment and like as the brandthey represent. This may seem archaic compared to the likes of Facebook, but at least it’s a step in the right direction.
Finally, LinkedIn owned Slideshare has launched a new player, specifically designed to allow people to easily scroll through Infographics, as shown in the below example:
Pinterest starts collecting user data
Pinterest has started collecting data about which websites its users have visited, based on any website with a “Pin it” button. Currently, the system is being used purely for recommending other content that users may like, but the move has led to increased suspicion that Pinterest is readying an advertising play.
Foursquare’s promoted posts go self serve
Foursquare has announced that its promoted posts are going self-serve, available to a few thousand businesses as of last week. They will be based on a cost-per-action pricing scheme, with the company saying:
The idea behind these new ads is simple – connect people looking for somewhere to go with businesses that want to drive traffic to their stores. Foursquare is the best way for those businesses to reach nearby customers. In our ad pilots over the past year, we’ve been honing our targeting technology, using the same algorithm that powers our Explore recommendation engine.
ASB bank’s #LikeLoan
New Zealand-based ASB bank is reducing the cost of a home loan based on the number of Facebook likes it receives. Every like it receives on its #LikeLoan app will reduce the rate of the loan, of a value up to $500,000, which will then be given away to one lucky winner.
LIDL’s ‘Live Social Grill’
To promote its meat products, European supermarket chain LIDL has produced a “Live Social Grill”. This takes the form of a Facebook app, which sees meat added to a grill every 45 minutes. Fans need just grab a piece of meat and it’s delivered straight to their house.
Lexus create Instagram video
Lexus last week created an Instagram video unlike anything else on the platform. The automotive asked fans to submit a particular shot of the car from within a sequence, each submitted with an individual hashtag, then organised these into a stop-motion video through Instagram. The result is impressive, as you can see below:
Nissan’s personalised test drive
Lexus wasn’t the only automotive brand making waves on social in the last week. To launch the new ‘Note’ car, Nissan has produced an online test drive video, personalised according to the user’s Facebook profile and photos. A car chase, intended to promote the car’s various safety features (just like in the movies!) will contain different dialogue depending on gender, name, relationship status and photos.
A Twitter-powered NASCAR race
NASCAR has hosted its shortest ever race, a 60-second event powered by tweets. Users simply tweeted their favourite driver’s number, along with the hashtag #Sprint60, with each tweet increasing the driver’s speed. The race was broadcast live on TV, allowing fans to see the progress of their chosen driver.
Fiat 500 ‘You Wear’ Facebook app
Fiat UK has created a Facebook app called ‘You Wear’, which analyses your last 25 photos to see what colours you wear most often and automatically match you to your perfect Fiat 500. Users can share their results with friends and are automatically entered in a prize draw, to win either 1 of 50 high street shopping vouchers or a VIP experience at London Fashion Weekend.
Mentos “Fresh News”
As part of a wider “Stay Fresh” campaign, Mentos have created a personalised “news bulletin” based on your Facebook data. The video takes your name, photos and personal information into account to produce a video that’s tailored to you.
Oscar de la Renta launch fall range on Instagram
Fashion brand Oscar de la Renta has become the first to launch its fall range on Instagram. Shunning the typical glossy magazines, the brand has used its oscarprgirl account to premiere 7 different photos, each of which received over 1,000 likes within an hour of posting.
We Are Social create Tumblr recruitment for Siemens
We Are Social is helping Siemens with its recruitment through a Tumblr campaign. As a result of the network’s popularity with a younger audience, the campaign looks to engage this audience through challenges such as writing posts or commenting on other content, with the opportunity to win tickets to Q&A sessions or even personal career coaching. We Are Social’s own Thomas Hirschmann told Campaign:
This campaign generates interest in the Siemens Graduate Programme by tapping into social behaviour that already exists. Tumblr is increasingly popular with a young audience, and people are already sharing and commenting on content on the platform, so it was the natural choice for this campaign.
The Royal Baby on Facebook and Twitter
In case you hadn’t heard, a lady had a child last week. Lots of people were very excited about this and decided to tell other people, talking about the event across a range of social networks. Facebook announced a total figure of 19 million likes, posts and comments related to the birth on July 22nd alone, while Twitter saw 2 million mentions on the same day. Conversation on the microblogging site peaked at 8.37pm BST, just after the announcement of the birth, with a total of 25,300 tweets per minute.
The best and worst of the Royal Baby by brands
Unsurprisingly, brands were also quite keen to talk about the birth. In turn, marketing magazines were quite keen to show which brands did well and which ones were slightly less successful. AdAge compiled a list of the “best and worst”, while Buzzfeed produced an article detailing 13 of the worst offenders. Interestingly, the below Oreo tweet features as a good example in the first, but is criticised in the second. The tweet, by the media darlings of real-time marketing, actually led to a great deal of debate about whether it was a brilliant, timely tweet, or a ridiculous outrage that implied newborn babies should be snacking on biscuits. We’ll let you make your own mind up about the below.
Prepare the royal bottle service! pic.twitter.com/Nlks2kT7Sw
— Oreo Cookie (@Oreo) July 22, 2013
Chipotle faked its own Twitter hack
Fast food chain Chipotle has admitted to being the latest in a line of brands, including MTV and BET, to fake its own Twitter hack. Last Sunday, the @ChipotleTweets account posted a number of strange updates, including “Mittens13 password leave” and “end twitter”, leading to an increase in retweets on the day to 12,000 from a normal daily average of around 75. Interestingly, the brand has said that the reception has been hugely positive; they also increased their fan count by 4,000 on the day, well above their average growth of 250 and are even considering making T-shirts of the most popular tweets.
SocialBakers’ latest infographics on the Top Facebook Pages in June have been released. We’re delighted to give you a snapshot of the most interesting features for the selected Asian countries as below.
Gillette HK did an amazing job last month with the clever tactic of encouraging fans to Like their post (target: 10K Likes before 10th Jul) in exchange for discounted price on the Fusion Proglide market-wide. With 13K total interactions by 30th Jun, the post enjoyed an outstanding engagement rate of 282%. Its success can be attributed to Gillette’s popularity in the country as well as consumer’s common appetite for promotion, which was amplified effectively with the help of social media. However, Gillette HK’s page as a whole still requires substantial revamp to stay in the game.
With more than 13M local fans, Vodafone Zoozoos should have been the top Facebook brand in India as usual, not Tata Docomo. Putting that aside, we did not see many changes in the performance of India’s leading pages last month. The most popular post belonged to Cadbury Dairy Milk SILK, a dedicated forum “for Silk lovers to come and express themselves”. With visually appealing images and a strong brand message, Cadbury Dairy Milk SILK has been garnering significant support for their posts recently. Check it out if you love Cadbury products like I do!
The highlight for Indonesia in June was the radical decrease in post engagement rate of the top 5 Facebook brands. MINI Indonesia and Head & Shoulders Indonesia, who held the 1st and 2nd position in May with more than 1000% monthly change in engagement rate, witnessed their scores falling by 75% and 60% respectively this time. The 3 remaining positions were also filled by new pages. Altogether, they suggest that a stably successful performance is what the top brands in Indonesia have not managed to pull off.
With 32% growth in fan base, Rakuten has surpassed both Starbucks and Softbanks to become the biggest page in Japan. Interestingly, it celebrated the milestone achievement of 900,000 Likes and 1M Likes on the same day (19th Jul). Rakuten’s Leisure Hunting game which captured the fans’ attention with its bold statement ” No Losers! Everybody who challenge will win” lied at the core of this success. A win-win situation for all parties, indeed!
KFC Malaysia has overthrown McDonald’s Malaysia to become the Facebook brand with highest number of local fan in the country in June. McDonald’s Malaysia, however, managed to obtain a huge success with the post advertising their new smoking BBQ McChicken. The persistent dominance of fast food chains like KFC, McDonalds, and Pizza Hut in Malaysia is nothing novel, but still highly praiseworthy if we consider how swiftly the social media scene is evolving in this nation, and the region as a whole.