Here are all of the posts tagged ‘Korea’.
Line’s $194 million revenue, twice that of the previous quarter
According to report from TechInAsia, one of fastest growing messaging app Line recorded $194 million revenue for Q3 2013. This is a 48 percent increase from the previous quarter. The significant growth in revenue seems largely attributed by gaming which accounts for 60 percent of its’ revenue, followed by stickers which saw a 20 percent sales. Its’ gaming driven revenue model follows through its’ counterpart KakaoTalk which dominates the top 10 of Google Play’s chart in South Korea. With 280 million registered users worldwide, Line is expanding its ground beyond Japan and Taiwan and seeing growth in India, targeting to reach 20 million users by the end of the year. In addition, Turkey, Italy, and Latin America are becoming its’ new markets for expansion. In the competitive world of messaging apps, will Line continue to grow and maintain high profitability or will other chat apps come up with compelling offerings and convert Line’s users?
WhatsApp leads the chat app competition in India with 25 million MAU
According to report from Medianama, one of leading messaging apps WhatsApp reached 25 million monthly active users in India. This marks 25 percent increase as compared to three months ago. Although many other chat apps like Line try to garner share in the market with heavy advertising push, their number of registered users are not even close with WhatsApp’s number of monthly active users. It proves not only that WhatsApp is far ahead in the competition but the first-to-market advantage is not easy to break. However, it’s too early to conclude that WhatsApp will be the dominant force for chat apps given that smartphone adoption rates is still growing in the market.
Twitter, a critical communication tool for the devastating Typhoon Yolanda
Since Typhoon Yolanda hit Philippines on Friday, November 8, thousands of people have lost contact with their family. In a situation where communication lines are broke down, internet is playing a significant role in helping people connect, share information and collect aid. Google provides a crisis response map for people to find information on evacuation centers and hospitals nearby affected areas as well as a person finder to locate lost ones. As it did for other disasters, Twitter is also playing a part for individual and organization to share information and call for helps. For example, Philippines government’s Twitter account @GovPH, has been actively tweeting to recruit volunteers. Moreover, #YolandaPH hashtag has been widely used to share information. People are also using #RescuePH to call for helps for themselves and their family.
— Official Gazette PH (@govph) November 11, 2013
YouTube outdoes Facebook as favourite site for teens
It’s not just messenger apps that are eating into the social habits of teens. A survey of over 4,000 teenagers aged 12-15 found that 50% of them called YouTube their favourite site, followed by 45.2% for Facebook. The story is different for those in their twenties, though: Facebook came top with 55%, followed by Amazon with 37.5%.
More Facebook likes may not increase fan sentiment
A fictional brand called Ashwood Furnishings may have provided some insight into consumer behaviour. A Facebook page was set up for the brand for the purpose of a study, which examined how viewers of the page felt about the brand, based solely on the number of likes. As fan figures increased from zero (low) to 2,000 (medium), page viewers felt more positive about the brand; however, this trailed off as the page approached a high figure (10,000+).
New Facebook ‘like’ and ‘share’ buttons
Facebook has updated its ‘like’ and ‘share’ buttons. Look, look at them:
Good, now you’ve seen them. You’ll see them even more over the coming weeks, as they start getting rolled out gradually.
Facebook testing star ratings for pages
Facebook is testing a star rating (out of five) for pages, which will allow users to rate their favourite (or least favourite) businesses and thus produce a more accurate rating system than the number of likes. Naturally, this has consequences for both users and brands – for whom it isn’t yet clear if the system will be optional or mandatory.
Instagram is the fastest growing social network among marketers
Instagram’s uptake among marketers of the world’s 100 largest brands has rendered it the fastest growing social network amongst said group. Accounts are now held by 71% and active accounts by 65%, compared with 42% in the same quarter in 2012. Growth is also shown in the number of pages posting 1+ photo per week and those reaching the milestones of 10,000, 20,000 and 100,000 fans.
Instagram CEO says 5% of ad views lead to likes
Kevin Systrom, CEO of Instagram, has claimed that over 5% of ad views on the network lead to likes:
Over 5 per cent of the impression led to likes on these ads that we’ve run. That’s pretty tremendous considering most of the ads we see on the internet we ignore.
If the figures are true, his opinion is probably correct. However, figures from a Michael Kors post, the first ever advertised on Instagram, suggest that he may not be: according to analytics company Nitrogram, the update reached 6.15 million people and received over 218,000 likes – a like percentage of 3.57%.
Twitter’s redesign may have increased engagement
Twitter’s more visual redesign looks to have increased engagement across the network, according to some key sources. Klout’s head of marketing, Jon Dick, has said that:
Looking at some of our high-level volume numbers, we’ve seen as much as a 10% increase in engagement among Twitter users.
This is backed up by the founder of Twitter tracking service Favstar.fm, Tim Haines, who says:
It looks like favs and RTs have jumped 10–15%-ish amongst my users.
It’s worth noting that these are, of course, very early figures and not necessarily illustrative of long-term change.
Google link YouTube comments to G+
Google has linked YouTube comments to Google+, in a move that has caused controversy among users of the network. The new comments allow certain social aspects, such as mentioning your G+ contacts in a YouTube comment and are explained further in the following video.
However, many people were hugely unhappy with the changes – not least YouTube co-founder Jawed Karim, who posted the below, his first update for eight years. Eek.
Google+ introduces ‘restricted communities’
Google+ has announced the launch of ‘restricted communities’, a feature that prevents users who are not members of a given organisation from joining. The system is aimed at allowing businesses to create private or invite-only communities, as an extra layer of security.
KakaoTalk joins the race for market share in the Philippines
The main chat app contenders in the Philippines have long been Wechat, Line, Whatsapp, and Viber. But an additional option is now available in the Philippines as KakaoTalk launches their first TV ad. The Philippines spot features Filipino singer Sarah Geronimo, together with Korean boy band Big Bang. This is KakaoTalk’s first push for the competitive chat app market in the Philippines and its first bid to gain traction in the fastest-growing internet audience in southeast Asia, according to a recent ComScore study. KakaoTalk’s launch of TV ads in the Philippines is similar to the promotions run across the region to increase it’s share in and around the region. As of last June, KakaoTalk has 100 million registered users. That number is only half the number of registered users of Line, which is perhaps the leader in the Philippines on both Android and iOS, according to App Annie’s rankings. How will KakaoTalk fare in the Philippines in the coming months is something that we will monitor closely.
Singapore’s Mig33 rebrands as a microblogging platform
As reported by Tech In Asia, Mig33 is revealing today that it’s heading towards a different direction by becoming a social “mini-blogging platform”, making it available on more platforms such as smartphones. How does Mig33 plan to stand out against its competitors such as Twitter? Firstly, a higher word count for posts – 300 characters, just over twice the amount of Twitter’s 140 characters per tweet. Secondly, by leveraging the fun and playful side of its user experience with the recent rebranding of its logo and the experience it provides. The Mig33 experience includes chats, emoticons, levels, the unlocking of badges, different site layouts and a gaming platform. Currently there are over 70 million registered users on Mig33, do you think they will be able to grow bigger in the region with their new direction?
WhatsApp leads the chat app market in India With Over 20 Million Active Users
Whatsapp has revealed that it has over 20 million active users in India right now. While it’s a ballpark figure given by WhatsApp CEO Jan Koum – it is clear that WhatsApp; despite the assault from other chat services like Line and WeChat, leads the chat app market in India. With more chat app contenders battling out in India, will Whatsapp’s introduction of walkie-talkie style voice messaging suffice to maintain its user base? Bearing in mind that competitors such as China based WeChat have incorporated this feature well over a year ago and are also actively penetrating into the India market through TV ads. Other contenders include Line with over five million registered users in India, Nimbuzz, Viber, BBM and local challengers such as GupShup. Will Whatsapp be able to hold off its competitors, only time will tell.
Changes to Facebook’s Newsfeed
As we reported last week, Facebook has made three new updates to its Newsfeed: story bumping, last actor and chronological by actor, each affecting the order in which stories appear. Story bumping means that, if a user misses any story from a friend or page, it is eligible to be bumped to the top of their feed. Facebook’s initial test into 7,000 users of the feature has shown that it leads to a 57-70% increase in the numbers of stories read, raising interactions by 5% for stories from friends and 8% from pages. Last Actor takes note of the most recent 50 people/pages with which a user interacted, giving the stories from each a slight bump in relevance, while Chronological By Actor allows users to see all the stories from any person/page in chronological order, useful for following live events and the like. It’s interesting to note that these aren’t major changes, but do seem to be aimed at an increase in engagement, as We Are Social’s Global MD, Robin Grant, told Ad Age:
Is this a sign that Facebook is so worried about decreasing user engagement that they’re changing how the news feed works to try and stem the tide?
Facebook experiments with ‘trending topics’
Hot on the heels of verified accounts and hashtags, Facebook is experimenting with another Twitter-inspired feature: trending topics. The system will be tested with a limited number of US users on Facebook’s mobile website, displaying a trend from the day at the top of the page, as shown below. If users click on this, they will see everything that their friends are saying about it, followed by posts from strangers. Only time will tell if this is introduced to all users.
Facebook to stop supporting rich media in ads
We’ve seen a lot of ad-simplifying by Facebook in recent months. This is now being taken a step further, with the removal of support for Adobe Flash and other rich mediain desktop ads, described in their updated regulations as “audio or flash animation that plays automatically without a user’s interaction or expands within Facebook after a user clicks on the ad”. Inside Facebook claim that there is a further move to do so on mobile, citing the ‘CEO of a Facebook PMD’ as their source.
Twitter partner with Datalogix to measure tweets’ effect on purchase
Twitter has recently entered into a partnership with Datalogix in order to measure the correlation between tweets and sales for consumer packaged goods marketers. This works as follows: Twitter provide the email addresses (scrambled for anonymity) of those who have been exposed to a brand’s tweets, compared with those who have not, to Datalogix, who match this information to their own purchase data. In a recent test of 35 brands across a variety of industries, it was found that those who interacted with a brand’s promoted tweets purchased 12% more of that brand’s products than the control group. Indeed, those who were simply exposed to the tweets, without even interacting, purchased 2% more, increasing to 8% for organic tweets. Users exposed to five or more organic tweets purchased three times as much of the relevant product.
Instagram has announced the latest major update to its mobile app: Instagram 4.1, citing 3 major updates to the platform. The first of these is the introduction of video for Android 4.0 users, in line with its iOS version. There’s another update to video, too: the ability to import a film from your phone’s library, regardless of when it was recorded, and trim it to the correct length. This is good news for brands who want to upload pre-recorded adverts to the network (although that’s not necessarily a good idea!). Finally, the iOS version now features an ‘auto straighten’ function, which corrects crooked photos with the press of one button.
72% of Online US adults use social networks
The Pew Research Center has found that, of all US adult internet users, 72% are now using social networks. The study, which has been ongoing since 2005, has also found that triple the number of over-65s (43%) are using social networks than were in spring 2009 (13%). Currently, 18% of US internet users are on Twitter, with 30% of 18-29 year olds using the site, amounting to the highest Twitter penetration of any age group.
‘Liking’ content makes people more likely to do the same
According to research presented in the journal ‘Science’, if you ‘like’ an article, someone else who reads it is more likely to do the same. The study, involving numerous academics from different universities, took a list of comments on a website where users submit links to news articles and added fake up or down votes, to see how this would manipulate ongoing interactions. They found that, if a piece had already been given a fake positive score, the first person reading it was 32% more likely to up vote, though there was no impact on subsequent negative votes. Interestingly, adding a fake negative vote had no effect on future votes.
The top reasons for marketers to use social media
Consumer engagement and brand lift are the two top reasons for using social media, according to a US survey of marketing professionals. Both of these were given as reasons by 67% of participants, followed in third place by ‘influencing customer behaviour’ with 61%. In fourth place was ‘positive sentiment’, down from 1st in 2012, which figured in 59% of responses.
Which brands get most Facebook engagement?
Recent analysis into the Facebook activity of the top 50 US retailers during the first half of 2013 has resulted in some interesting results. While half have seen an increase in the total volume of engagements over a six-month period, the other half saw a decrease, with only two of the top ten increasing overall. Image updates are still more prevalent than videos, amounting for 80% and 3% of posts respectively. For engagement, luxury brands are the most successful, receiving 19,469 fan actions for every post, while brands that depend on mass appeal appear at the other end of the spectrum, as shown by the graph below.
More tweets leads to increased TV viewing and vice versa
Research by Nielsen has found that there is a correlation between an increase in thevolume of tweets about a TV show and its live viewing figures – the report even goes so far as to call it a causation. In a minute-by-minute examination of 221 primetime episodes, they looked into whether an increase in viewing figures had an effect on the volume of tweets for the next 5 minutes, finding that, 48% of the time, it did. They then examined the inverse, to see how a change in tweet numbers affected the next 5 minutes’ viewing figures, noting that the same was true 29% of the time.
Porsche’s Facebook fans create limited edition 911
As part of the celebrations for ’50 years of the Porsche 911′, the automotive brand allowed Facebook fans to create a limited edition, fully customised version of the carthrough a series of votes. Now, the results are in and the community have settled on Aqua Blue metallic paintwork, white 20 inch wheels and an Aerokit package; the fully built car is now being offered for test drives at the Porsche Experience Centre in Silverstone.
General Electronic’s #6SecondScience
GE is hosting a science fair on Vine, encouraging people to submit their own videos using the hashtag #6SecondScience and tweeting/blogging the best examples. The activity, a sample of which is shown below, will be supported by influencer outreach, as well as ads on Twitter, Facebook, Tumblr, Mashable and Buzzfeed.
HTC post Vine video teaser
Mobile manufacturer HTC has created a Vine video to tease a new product. The video shows a man, believed to be new brand ambassador Robert Downey Jr., getting out of a helicopter. Rumour has it that the clip is in reference to the upcoming HTC One Max, the next mobile handset to be released by HTC.
Domino’s Pizza celebrate innovation with #PoweredByPizza
Domino’s Pizza has created a campaign to celebrate innovation through crowdfunding website Indiegogo. Dubbed #PoweredByPizza, the brand is offering gift cards to people who pledge funds towards certain ideas that they consider ‘innovative’.
K-Pop YouTube views tripled thanks to ‘Gangnam Style’
According to a recent article by Mashable, K-Pop videos have become highly popular in the past year due to the staggering success of Psy’s video for “Gangnam Style”. YouTube announced that views of videos from Korean artists have tripled since last July, when Psy’s record-breaking video emerged on the video sharing platform. YouTube compiled data supporting this fact, as indicated by the sharp spike in K-pop video views indicated in the graph below. These views increase again, when Psy launched “Gentleman” a follow-up video earlier this year. “Gangnam Style” is the most-viewed YouTube video of all time, with over 1.7 billion views. “Gentleman” has seen incredible success as well, having accrued 483 million views in just over 3 months since its launch. YouTube notes that the year prior to ‘Gangnam Style’, K-pop videos had a viewership of 2.2 billion worldwide; in the year after the video’s launch, this number surged to 7 billion. The platform also notes that a majority of views prior to ‘Gangnam Style’ came from Asia Pacific. In the past year, however, 91% of the views came from outside of the region. Mashable notes that US views in particular had doubled in the year after “Gangnam Style” was released.
30M users, 300M subscriptions on KakaoTalk Games
Korean chat app KakaoTalk has seen considerable success on its gaming offshoot, KakaoTalk Games. The platform has grown to 30 million users and 300 million accumulated subscriptions in its first year since it launched. TechInAsia notes that this feat is particularly impressive given that it only offered ten games when it was introduced last year. The company reported that this increase in users is accompanied by a whopping increase of 194% in accumulated sales on the gaming platform.
6% of US netizens are on Reddit; mostly young males
TheNextWeb recently reported on the demographic breakdown of Reddit users in the US. Based on a study by the Pew Research Center, the findings indicated that 6 percent of the total internet population were active users on the social link sharing platform. TheNextWeb notes that the failure of its main competitor, Digg, is a factor that led to the rapid growth of Reddit. While the 6 percent is an overall internet user rate, it is interesting to note that 15 percent of male internet users in the 18-29 age bracket frequented the site. By contrast, female users in the same age bracket only came to 5 percent, and men aged 30-49 were at 8 percent.
300M Enterprise Accounts on Sina Weibo
As Sina Weibo users continue to increase, brands are quickly taking to establishing their own presence on the microblogging platform. According to China Internet Watch, Sina Weibo had roughly 300 million Enterprise accounts in 2012. The platform itself has users accessing Weibo from multiple sources; desktop users hit 285 million, while mobile app users were at 88 million in March 2013. According to Sina, the top five brand categories for Enterprise accounts were online shopping, entertainment, consumer electronics, catering food and clothing. It is interesting to note that online shopping comes out on top with a significant margin of 6.4% in terms of most followed Enterprise Weibo Accounts. Receiving promotional information constituted the strongest reason for following Enterprise accounts, with nearly a quarter of the respondents agreeing that this was a factor (23.9%).
China Now Has 591M netizens, 460M on mobile web
According to a recent article by TechInAsia, internet users in China has grown to consist of 591 million users and 460 million mobile web users Based on new data from the China Internet Network Information Center (CNNIC), the findings illustrate considerable growth in the past three years, from the 420 million internet users reported in mid-2010. The number of mobile web users in particular has doubled since December 2009. TechInAsia notes that the increasing popularity of mobile web is related to the high penetration rate of mobile phones, with more than 1.1 billion subscriptions “at last count” and 300 million users with 3G. Mobile web is especially promising, given the fact that over 70 percent of new netizens accessed the internet via mobile phones in the first half of 2013.–roughly twice as much as new users who access the web through desktop PCs (35.4%).
KakaoTalk now has 100 million users
According to an article this week by TechInAsia, Korean chat app KakaoTalk has reached its most recent milestone: 100 million users. The chat app has continued to gain momentum since it first launched in 2010. As the graph below illustrates, their growth rate has become jaw-droppingly steep in recent months. KakaoTalk’s expansion goals for Southeast Asia have led to aggressive marketing tactics, such as TV commercials and celebrity endorsements in Indonesia. These strategies have clearly paid off, and are partly the impetus for the chat app’s recent success.
There are now 3 million company pages on LinkedIn
LinkedIn recently announced that they had recently hit a milestone on their platform: there are now over 3 million company pages on the network. The professional networking platform itself currently has over 225 million users. The company produced an infographic to celebrate this accomplishment on their blog post as well, with interesting factoids (such as the fact that there are over 1000 pages devoted to nanotechnology, and 490 pages with the word ‘ninja’, ‘pirate’ or ‘samurai in the company name). The infographic also suggests that a striking 500,000 of the 3 million company pages were added to LinkedIn in the last 12 months.
Vine shares drop as Instagram Video use rises
Mashable recently reported that Vine shares have dropped drastically as a result of Instagram’s new launch of a video feature. Based on a study by SimplyMeasured, the findings suggested that tweets containing Vine videos dropped by 40 percent on the day Instagram Video was introduced. Vine’s decline continued throughout Instagram Video’s first week; while 3 million Vines were tweeted on June 15, only 900,000 were shared on June 26. By contrast, Instagram video produced over 5 million videos on its first day (June 20). On the same day, TechCrunch noted that Instagram itself had accumulated 16 billion photos on the platform, with 130 million total users liking 1 billion photos on a daily basis.
WeChat has 70 million users overseas
A few weeks ago, we blogged about WeChat’s expansion outside of China. Unlike its Asian chat app counterparts, KakaoTalk and Line, WeChat’s user base had seen a large majority of its user base rooted firmly in China. The chat app saw some success in its drive to gain overseas users as they hit 40 million non China-based users during May. A more recent report by TechInAsia reveals that this number has climbed to a whopping 70 million users in six short weeks.
Zalo at 3M users, process 30M messages per day
In other chat app news, TechInAsia reports that Vietnam-based Zalo has reached 3 million users. Unlike WeChat, KakaoTalk and Line’s collective dominance over other markets across Asia, Vietnam remains “relatively untapped” in the region. Zalo, however, is succeeding in gaining users and currently processes over 30 million messages on a daily basis. As noted in a previous blog post, Zalo just hit 2 million in May, indicating that the app is gaining one million users every two months.
KakaoHome receives 500K downloads in 9 days
Korea’s leading chat app KakaoTalk has seen its Android app KakaoHome take off at an immediately rapid rate. According to TheNextWeb, the app which resembles Facebook Home surpassed 500,000 downloads since launch last week, in a matter of days – 9 to be exact. As TheNextWeb notes, this means that KakaoHome reached this half-million downloads one day sooner than Facebook Home, which took ten days to reach 500,000. What’s more impressive is the fact that this app is only available in its home market. KakaoTalk users are the highest in South Korea, as the app is downloaded on an estimated 90 percent of smartphones in the market. This rapid rate may also be explained by the fact that 90% of these Kakao-enabled smartphones are Android-powered devices.
Twitter’s popularity in Japan rivals Facebook
When it comes to social media in Japan, platforms have seen relatively sluggish rates of adoption across the board. According to eMarketer, the percentage of the Japanese population on social networks comes in at 38%, lagging behind “South Korea, the US, most of the Western European countries and even Russia and Brazil.” The report also notes, however, that Twitter has been the exception to this general state of social media in the Japanese market as 36% of internet users over the age of 10 were on Twitter. Based on a study conducted by goo Research, this percentage illustrates that Twitter’s user base is encroaching upon Facebook’s current rank at the top amongst social platforms. The results indicated that about 38.9% of the respondents in the study were Facebook users, just over three percentage points above Twitter’s 35.8%. By contrast, home-grown Mixi claimed third place with a significantly wider margin at 27.1%. eMarketer also predicts, however, that Facebook grow by a considerable 43% this year, a rate that is surpassed by the respective growth rates of India, Russia and Brazil.
WeChat now has 50M overseas users
It’s been just over a month since WeChat hit a milestone of 40 million overseas users (out of a total user base of nearly 400 million). TechInAsia reports that WeChat has added 10 million overseas users since then, to reach an impressive 50 million registered users outside of China. While this figure suggests an impressive growth rate among international users, TechInAsia notes that this percentage is still a far cry from those of other messaging apps. Whatsapp’s 200 million active users are mostly outside of China, while 105 million of Line’s 150 million users are outside of Japan, Line’s market of origin. Tencent notes that WeChat is popular across many of the major app stores (such as iTunes, and the app stores for Android and Windows Phone). This popularity is particularly strong in some South and Southeast Asian markets as well, such as Singapore, India, Indonesia, Malaysia and the Philippines.
Tencent to open Malaysia office, target WeChat growth
According to TheNextWeb, Tencent is planning on opening a new office in Malaysia, in order to leverage the particularly strong popularity of its messaging service, WeChat. Posheu Yung, the VP of International Business at the Chinese company, reasoned that the new branch was a smart move and planned because the WeChat user base was so strong already in Malaysia.WeChat users in Malaysia reached one million in Fall 2012. Upon launching a localised version of the app six weeks ago, Yung claims that WeChat has further strengthened its foothold, to claim an impressive 70% penetration amongst all smartphone users in the market.
Teens tired of Facebook but stay to keep in loop
The Pew Research Center has released some interesting research into teens on social media. The major story that the press has taken from the research is that teens are supposedly tiring of Facebook, with many citing boredom due to “drama” and an ever-increasing adult presence. However, it should be noted that teens feel they need to stay on Facebook in order to not miss out and the report shows usage growing by one percentage point to 94% of all teenagers surveyed. The below graph gives an overall picture of the areas teenagers occupy on social media.
Has Facebook usage in the UK decreased?
YouGov has claimed that Facebook usage in the UK has decreased by 9% from this time last year. According to the ‘YouGov SixthSense report”, an examination into interaction with brands online, the proportion of those who have stopped using social media sites due to annoyance at marketing has risen by 18% since April 2012, while 20% have stopped doing so due to the possibility of third parties using their information. Of those still on Facebook, 45% have liked a brand page and 22% have followed a brand on Twitter. The reasons for following or liking a company range from wishing to get something in return (34%) to being a current customer (33%) and looking for special offers (47%). Facebook has looked to rebuff the figures, claiming that its monthly active usage figures are increasing in the UK, up from 30 million in March 2011 to 33 million in December 2012 and that this had continued to increase throughout the last month.
How do mums in UK use social media?
Social media is a hugely important parenting resource for internet-using UK mums, with 40% of users claiming to have bought products based on comments they’d read and 31% stating they’d decided against a product for the same reason.
Of these, forums like Mumsnet were the most important, visited by 15% of those surveyed at least once a week, followed by the Facebook pages of parenting blogs (12%) and the blogs themselves (6%). Toys were the most popular product they wished to learn about at 36%, whilst 33% mentioned baby food and drink and 28% baby medicine or health products. Mums also showed significantly different behaviour to men and other women, as shown in the graph below.
Facebook ‘likes’ on TV pages translate to likelihood to view
Viacom has discovered that those who ‘like’ Facebook pages of their shows are 75% more likely to watch them than those who do not. Based on 5,000 viewers aged 13-49 in 5 key markets, they also found that social media was the 3rd most important point of discovery for new shows after word of mouth and promos, as well as that, of those who discovered a show via social media, 70% would watch its debut, compared with 48% of those who discovered it elsewhere. The way in which viewers interact with social content was divided into three categories: functional, communal and playful, with the two former groups most important to fans. For example, 45% used social to keep up with show news and 44% wanted information on air dates and times (both functional), compared with 34% who wish the brand themselves and share their tasted (communal) and 30% who participate in games related to the shows (playful).
How Twitter influences automotive consumers
Following on from research in the UK, Twitter has partnered with Compete to examine how the network affects prospective US automotive buyers, finding that exposure to an automotive brand’s tweet made users more likely to take actions off-platform, from searching for car brands to interacting with third party sites. Users who saw a Tweet from an auto manufacturer were also over 4x as likely to perform “lower funnel actions”, such as requesting a quote or looking for dealerships to test-drive.
Facebook, Pinterest and Twitter & driving traffic
When it comes to driving traffic, Facebook has the highest conversion rate of social networks examined in Monetate’s latest Ecommerce quarterly, but Pinterest wins when it comes to average order value. Facebook’s conversion rate, of 1.08%, well outstrips Pinterest (0.36%) and Twitter (0.22%), but Pinterest’s order value of $80.54 is over ten dollars higher than Twitter ($70.17) with Facebook ($71.26) only slightly closer.
Brands’ social marketing activities
A survey into US advertisers spending over $100,000 annually on social media has shown that branded pages are more common than paid adverts. On the whole, ad spending in social is expected to grow 31.6% in 2013, reaching $4.2 billion by the end of the year.
Facebook ads can be targeted by recency of activity
Facebook advertisers using third-party tools with access to Facebook’s ads API can now target ads by recency of activity, using the “action spec” parameter. Previously, they were capable of specifying an ad audience of people who had performed a certain action (either on Open Graph or Facebook directly) within a 14-day period. Now, the time frame can be changed to allow for increased accuracy. It is also possible to target via a “negative action-spec”, meaning that brands can push adverts to consumers who have not performed an activity within a specific time frame.
Twitter introduces two-factor login authentication
Following on from a spate of recent high-profile hackings, Twitter has introduced a form of two-factor login authentication based on a verified mobile number. To register, you simply need to visit the ‘account settings’ page, select ‘require a verification code when I sign in’ and follow the prompts to add a phone. Then, every time you look to login to Twitter, a six-digit code will be sent to the chosen phone number, which you’ll need to input in order to gain access.
Twitter’s TV ad targeting
As a result of the strong connection between watching TV and tweeting, Twitter has introduced targeting based on TV advertising. Using video fingerprinting technology, the system automatically assesses where a TV commercial has been aired, as well as which users have tweeted about the show during which the ad was shown. The selected number of partners who are running national US TV commercials will then be able to target Twitter advertising in order to support their on-screen campaign.
Twitter releases Lead Generation Card
The latest addition to Twitter’s ‘Cards’, whereby richer content can be included in an expanded tweet, is a ‘Lead Generation Card’ for advertisers. Within these, brands can post a description of an offer along with a call to action, as shown in the below example. The user’s name, @username and email address are then filled in automatically and sent to the brand, upon them clicking the CTA button.
Some brands have started using the system already, which is currently only available to Twitter’s managed ad clients. Priceline has posted travel deals and an opportunity to receive email updates, while other users have included New Relic, for-profit university Full Sail and a number of startups seeking beta-testers. Undoubtedly, there are a number of positives to the new system, especially for advertisers. The collection of leads is hugely important to a number of businesses, especially if these are directly offered by people interested in a particular product. Including this functionality within an expanded tweet greatly reduces barrier to entry, which should result in increased lead collection.
Yahoo launches new Flickr
On the same day as her company’s purchase of Tumblr, Yahoo CEO Marissa Mayer announced a wealth of updates to photo-sharing network Flickr. An attempt to become more photo-centric has seen updates to the home page, as well as a new activity feed and photo stream, all of which put photos at the forefront.
There will also be a free terabyte of space for every Flickr user, meaning essentially no limit on the number of photos you can upload (within reason). Discussing the focus for the changes, Mayer stated:
It didn’t fare so well, it languished. We can make Flickr awesome again… Flickr had become about words and blue links. This product is heart-stoppingly beautiful.
We’ll wait and see if users agree with her.
MessageMe passes 5 million users
Mobile messenger app MessageMe has passed 5 million users, just 75 days after launch. Having grown beyond 1 million in its first week, the app’s multimedia-rich approach seems to be paying off, with a $10 million round of seed funding following their initial $1.9 million round in December 2012. The figures, whilst impressive, leave MessageMe far behind competitors including WhatsApp, with 200 million monthly active users and WeChat, with 195 million. Nevertheless, it does have a planned growth strategy, with two new buttons for Stickers and Money expected to be introduced when it switches focus to monetisation.
The Champions’ League Final on Twitter
Saturday night saw the Champions’ League Final, the culmination of the European football season. Naturally, this was discussed on Twitter a great deal, with 4.8 million tweets worldwide in the period from an hour before kick off until 30 minutes after the final whistle. Arjen Robben of Bayern Munich was the most talked about player and his 89th minute winner brought about 107,229 tweets per minute, eclipsed only by the 117,601 in the minutes after the game ended. Three other moments, the two other goals and one disallowed goal, were responsible for between 70,000 and 80,000 tweets per minute.
Brands also used the final to create some interesting Twitter content. UEFA, organisers of the Champions’ League, hosted a ‘Twitter Mirror’, whereby fans could view exclusive behind-the-scenes content of celebrities at a special charity match for the occasion.
— Champions League (@ChampionsLeague) May 25, 2013
— Champions League (@ChampionsLeague) May 25, 2013
This has been used at other sporting events, including French Open tennis and IPL cricket, and will also be in place at Wimbledon this year. As well as this, adidas football posted an excellent responsive tweet after the match, contrasting Bayern Munich player Bastian Schweinsteiger’s emotions when winning the tournament this year and losing it a year ago.
The image resonated with the highs and lows experienced by football fans and was retweeted over 3,000 times.
Sky Brazil enables TV recording via Twitter
Sky, Brazil’s largest TV company, has created a system by which customers can record TV programmes through a special hashtag. First, users must sync their Twitter @handle to their Sky subscriber number. Then, when they see @skybrasil tweet about a show they want to record, all they have to do is retweet those posts with the hashtag #skyrec. The Twitter handle is then connected to the home DVR and the show is automatically recorded. The campaign will be promoted via TV, through paid digital media spend and by using Brazilian celebrities.
World Nutella Day
Sara Rosso, an American blogger based in Italy, set up ‘World Nutella Day’ in 2007, an unofficial event aimed at celebrating the chocolate and hazelnut spread. However, the day seemed to be jeopardised when she received a cease & desist letter from Ferrero, the company who own Nutella. Many were surprised by the brand’s failure to embrace fans’ love. We Are Social’s own Jim Coleman told Marketing Week that Nutella should have decided to “champion and hero” the day and “love people who love the brand”. Instead, he said, their approach seemed “dictatorial”, due to a “risk averse” strategy worried about profiteering from an unofficial recipe book and site advertising. However, it seems as though the day will likely survive after all; after a great deal of public furore, Ferrero backed down and withdrew their cease & desist order.
Branded content and violence towards women on Facebook
On Facebook, ads are targeted by user, not content. This was a problem last week, when ads appeared next to a page making light of violence towards women. Brands such as Nissan, American Express, British Airways, Sky, Easyjet, Ocado and Dove all had ads appear alongside the page and were forced into a reaction by an organised campaign made up of 50,000 tweets with the hashtag #FBrape. Nissan UK were quick to remove the advertising and apologise via Twitter, while Dove faced further backlash by leaving adverts running. Facebook claimed that it is not their business to monitor such content, despite a history of removing certain material. Talking to Marketing Magazine, Robin Grant of We Are Social said:
Despite the facts the ads are targeted at people not content, if this continues, Facebook will need to reconsider their position.
Taco Bell send rings to influencers
Taco Bell attempted a piece of odd influencer outreach last week, when they sent out a number of rings to minor celebrities, along with personalised letters thanking them for their love of the chain. Each ring and letter was accompanied by a $20 voucher and, in some cases, an invitation to the company’s test kitchen at their LA headquarters. Strangely enough, the scheme has paid off, with many of their targets tweeting about the stunt. ‘Model and aspiring actress’ Acacia Brinley, for example, posted the following:
— Acacia Brinley (@KshaClark) May 17, 2013