Here are all of the posts tagged ‘Path’.

We Are Social Asia Tuesday TuneUp #85

by Suhaina Adam in News

Asiana plane crash reported first on social media
The drama of the Boeing 777 plane crash at San Francisco International Airport last Saturday unfolded on social media before it was amplified on cable news. The accident took place on Saturday at 11.36am and David Eun, a Samsung Electronics Co. executive, provided the first signs of survival when he posted a photo on his Path account and Twitter at 12.13pm, within minutes of the crash-landing and fire. This received more than 32,000 retweets and an increase in Twitter followers from 2,000 to more than 24,000 followers in less than two days.

david eun

The incident on Saturday shows just how much more reliant traditional news media have become on social media bulletins and photos for eye-witness coverage of significant breaking news events. With no reporters immediately on the scene, the traditional news outlets were forced to rely on Twitter postings, photos and even Youtube videos of passengers and those waiting inside the airport terminals.

Line messaging app now launched in India
Line has joined the likes of Hike, Whatsapp and WeChat to enter the Indian market, with the launch of two TVCs to mark their entry. The launch is part of Line’s global expansion, and India is set to be a key market as the country has a growing mobile and internet penetration and lower bandwidth costs. The TVCs promote both the free voice chat feature as well as the stickers or rich emoticon communications as embedded below. 

Line is up against serious competition not only with established player Whatsapp, but also with WeChat and Hike that have been pushing out their apps with localised features and and even endorsing the latest Bollywood stars.

China Mobile’s IM platform Fetion to compete with WeChat
As reported by TheNextWeb, China Mobile is intending to phase out its mobile instant messaging platform Fei Liao and merge it with its other IM platform Fetion starting from July 10. Fei Liao’s voice capability will be carried forward to Fetion, which has a higher user base of around 80 million (as compared to 3 million for Fei Liao). As the world’s largest carrier with over 700 million subscribers, this move is a step forward to mitigate the issue of growing usage of messaging apps such as WeChat and Line among others.

WeChat recruits Messi for global ad promotion
The recent Tencent Partners Conference event in Beijing revealed that WeChat has surpassed over 70 million overseas user base. This can be credited to its aggressive marketing efforts to promote the chat app, with its latest TVC to feature football star Lionel Messi. Aside from that, Tencent is also looking to collaborate with local firms and celebrities, such as in Malaysia where they will open up a new branch soon.

Every £1 spent on social is worth £3.34
For every £1.00 spent on social, brands can expect to see a potential return of £3.34, according to landmark research by the UK’s Internet Advertising Bureau. In the examination of Heinz, Kettle and Twinings’ social media marketing, they found that the former, a We Are Social client, received a 22% sentiment uplift from those exposed to their social presence. Overall, it found that people exposed to a brand on social were more inclined to purchase that brand more often, with 83% trialling a brand’s product.

The science behind a successful meme
A Harvard scientist named Michele Coscia has produced research into what it is that makes memes ‘successful’. Quartz have an excellent article that details much of his method and findings, which look to make various statements about the behaviour of memes. The key points include the idea that memes with a consistent share rate are more likely to be successful, as are those whose rise in popularity correlates with the death of another. Coscia also highlights ‘meme clusters’: sets of memes that, for whatever reason, do particularly well together – including the below.

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Finally, the research points to the fact that, while it is fairly easy to predict what one person will share based on their previous sharing habits, it’s much harder to ascertain what memes will be successful, or why.

Facebook Graph Search set to become public
Having been in Beta for the last six months, Facebook’s Graph Search is set to start being rolled out to users on a wider basis from today. The social search tool, which allows queries such as “friends of mine who like rollerblading and ice cream” or “people who work at We Are Social and live in London”, is being rolled out to users of the service in US English. It’s not yet clear how quickly the service will be extended to users of the network in other languages.

Facebook rescinds 20% text rule for cover photos
Last week, Facebook updated its cover photo guidelines, removing the restriction that prevented pages filling more than 20% of a cover photo with text. This follows on from deregulation in March that allowed cover photos to include contact and pricing information, as well as calls to action, though it’s worth noting that pages running that advertising that pulls in their cover photo will still be subject to the 20% rule.

Twitter allow ad targeting by browser history and email address
Twitter are for the first time allowing advertisers to target people who’ve visited a website or provided data as part of a purchase. This is intended to ensure that adverts are targeted at those who have previously expressed interest in a company. Unlike on Facebook, fans will be able to opt out of all adverts that use third-party data, simply by ticking a box in their account settings.

Twitter ban automated following, relax 3rd party curation restrictions
Twitter have updated their developer guidelines, with two major changes to the network. Firstly, they have banned automated and bulk following, preventing the likes of automated ‘follow back’ systems. Secondly, they have relaxed the restrictions on curating content from 3rd party sites; this is certainly good news for the likes of Storify.

Updates to Vine iOS app
Vine have released several new updates, all currently available for their iPhone/iPad app. These can roughly be divided into three categories: taking videos, discovering content and sharing your own Vines. In camp 1 are the changes to the camera, such as grid, focus and ghost tools, aimed at making it easier to film your own content. For discovering content, users are now able to explore 15 different channels, from comedy to nature, each with their own ‘Popular’ section, as well as an ‘On The Rise’ feature that shows people who are catching the attention of the Vine community. Finally, when it comes to sharing content, Vine now offer the ‘Revine’, the equivalent of a Retweet, and ‘Protected Posts’ that allow you to keep more personal content for the people you approve. Protected Posts are also available on Android, with the remaining features following this week.

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LinkedIn looking to content to help increase ad revenue
Currently, LinkedIn make 57% of their revenue through tools for recruiters, with only 23% ($74.8 million) coming from advertising revenue. They are now trialling “sponsored updates”, their equivalent of native adverts appearing in a user’s news feed. Mike Gamson, LinkedIn’s senior VP-global solutions, said:

Now because people are reading articles and sharing updates, the [news] feed’s become very liquid. Into that liquidity, an advertiser has an opportunity to suggest a story that might be interesting.

As a result, it’s important for LinkedIn to have a high quality news feed, or at least one that people care about, for this to work. They’ve been attempting this, enrolling the help of influencers like Richard Branson and Bill Gates, to produce advice for those entering the world of business to follow. However, there is no conclusive evidence to show that users are actually reading these stories more; in fact, the average time users spent on the network in May 2013 was 20.6 minutes, compared with 20.9 a year before. It will be worth keeping an eye on LinkedIn’s ad revenue, to see how this move pans out for them.

Six percent of online US adults use Reddit
A survey by the Pew Research Center’s Internet & American Life Project has found that6% of all online US adults are on Reddit, with young men the most prevalent group, as shown in this graph:

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Geographically, those who live nearer to cities are more likely to use Reddit: 7% of urban online adults use the network, compared to 6% of those in the suburbs and only 2% in rural areas. Wealth, however, is not a significant factor, with between 6 and 7% usage in every strand for ‘household income’.

Bebo bought back by old owners for $1 million
The social network Bebo has been bought back by its inventors, Michael and Xochi Birch, for $1 million. The pair owned 70% of the business when it was sold to AOL for $850 million in 2008, making a huge $595 million between them. Now the pair are looking to breathe some life back into the platform, which has been as good as dead since 2010, as per the below tweet.

Google Reader dwarfed G+ for traffic until its closure Buzzfeed have produced some interesting research about the amount of respective traffic driven by Google Reader and G+, finding that the former dwarfed the latter right up to its closure. Indeed, traffic from Google Reader to any of the ‘Buzzfeed network’, a set of sites with over 300 million collective users, had in fact increased by 6% over the few months since its closure was announced. anigif_enhanced-buzz-25600-1372789761-1 Wimbledon on Twitter Andy Murray’s triumph at Wimbledon captured hearts across the UK yesterday, so it’s no surprise that people were discussing it in their droves on Twitter. The 12 hours around the match saw a total of 3.4 million tweets on the topic, climaxing at 17.25 with the end of the match, at which point there were 120,000 Wimbledon tweets per minute, while 8 of the top 10 UK trends were related to the contest. Andy Murray’s own tweet about the final has already seen over 90,000 RTs and 70,000 favourites.


Naturally, many brands are keen to get involved and of the official Wimbledon sponsors, it was evian who performed best. The water brand received 70% of all tweets mentioning one of the official sponsors, far outdoing the runners-up: Slazenger and Robinson’s, each with 9%. We’d like to this this was at least in part due to theWimbledon Wiggle campaign created by We Are Social, which asked fans to submit their own ‘wiggle’ for the chance to win tickets to the final. Based on the way in which players move when preparing to receive a serve, some examples can be seen in the video below.

adidas, Murray’s official sportswear sponsor, tweeted the following in celebration:

Société Générale promote Twitter customer service in TV ad
The French bank Société Générale is using its latest TV ad to promote its quick and comprehensive customer service on Twitter. It is certainly novel to see a brand using a TV ad in this way and displays the increasing importance of social media in interactions between customers and brands. The ad (in French) can be seen below:

O2 asks consumers to #bemoredog
UK mobile network O2 are using the hashtag #bemoredog to promote their 4G service, asking consumers to leave behind the grumpy ways of the cat. Also including TV and print elements, the campaign focusses strongly on social, with the aforementioned hashtag supported by their Facebook page, containing the latest #bemoredog pictures. There is also an interactive game involving throwing a frisbee as a cat, as well as the ability to create ‘dog bombs’ – a fun video around the ‘dog’ theme – and send them to your friends.

Thorpe Park appoint We Are Social as social media agency
Theme park Thorpe Park has appointed We Are Social as its social media agency of record, giving us the task of auditing their social channels, as well as the wider social landscape, in order to produce an overarching social strategy, as well as content strategy, image and tone of voice guidelines and a crisis management plan. There is also a long term view to the production of creative campaigns and Thorpe Park marketing director Jason Wills said:

Social media is a key part of our broader integrated communications strategy and We Are Social has a reputation throughout the industry for delivering first class, creative work. We had no doubt they would be the best agency for the job.

Celebrities must be clear about commercial interests on Twitter
After a Channel 4 Dispatches documentary outed Coronation Street actresses who had been tweeting plugs for products in exchange for free gifts, celebrities have been urged to increase transparency about their commercial interests by using the hashtag #ad. The law requires the same to be done when celebrities are paid, but the law is slightly less clear when it comes to free gifts, as We Are Social’s own Robin Grant told The Independent:

Celebrities are immensely powerful – people are more interested in celebrities than they are in brands. Involving celebrities in an ethical way can make a positive difference in a campaign… It is illegal not to disclose if a person has been paid to promote a product but this consumer protection regulation has not yet been tested in the courts. What if a person has been given a service as a gift? The best way to disclose an interest is to include the hashtag ‘ad’ in the tweet.

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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:

Facebook Hashtags

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 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 #75

by Laura Picard in News

LinkedIn passes 1 million users in Singapore
According to a recent report by TheNextWeb, LinkedIn has officially hit the seven-digit mark in Singapore. The professional networking platform announced that this makes Singapore the fourth country in Southeast Asia to reach the 1 million user milestone. They also revealed that Singapore’s user base has doubled since 2011, to reach a staggering 70 percent of professionals and students in the market. Although LinkedIn has over 200 million users worldwide, 1 million in Singapore is an incredibly impressive feat given the fact that it currently reaches a substantial 20% of the country’s total population of 5 million.

Path has 10M users, adds 1 million per week
The previously rocky road has finally led to smooth sailing for Path–a private social network that experienced  legal troubles and slow growth in the past–as it currently has over 10 million registered users. The number is small, relatively speaking, but also indicative of a sudden increase in the platform’s growth rate in the last few months. As TheNextWeb notes, Path only had 2 million users in February 2012. When they reached 3 million in June 2012, they were adding about 250,000 users per month. According to the founder Dave Morin, this rate has ballooned to a whopping rate of 1 million users added per week. Indeed, this recent uptake would suggest that things are finally looking up for Path–at least, they are for now. But whether or not these users will stick is another story, and one that will be interesting to witness as it unfolds in the social media landscape.

Chat app Line has reached 150M users
TechInAsia recently reported that Japanese chat app Line has reached 150 million users worldwide. This news doesn’t come as a surprise given the recent boom in chat apps across the globe. What is astonishing, though, is just how quickly they announced this milestone. When Line doubled its user base from 50 million to 100 million last year, it took over seven months. Impressive, but to put this in perspective: the next 50 million users took just over three months. The magnitude of this steep climb is illustrated further,  in the line graph the company produced to celebrate the occasion. In any case, it seems more likely that we will see the next 50 million soon–perhaps much sooner than expected as well.

Chat app KakaoTalk approaches 90M users
In more news of chat apps milestones, KakaoTalk has also seen impressive momentum in the growth of its user base. As TechInAsia reports, the Korean chat app has recently closed in on the 90 million user mark. As indicated in the graph produced by TechInAsia, KakaoTalk has continued to see rapid growth since early 2012, adding about 10 million new users per quarter. There is still a considerable gap to be broached between KakaoTalk’s user base and Line’s 150 million (not to mention WeChat’s 300 million). But as the 90 million milestone is approaching any day now–and 100 million can’t be far behind–KakaoTalk has surely put some pressure on its Asian chat app counterparts to try and stay ahead of the curve.

Facebook has 1.11B monthly active users, 751 million on mobile
According to a recent report by TheNextWeb, Facebook has continued to grow its user base and surpass milestones, beyond the famous ten-digit landmark it reached last year. Earlier this week, the social network announced that the user base now stood at 1.11 billion monthly active users, with 665 million of them active on a daily basis. The monthly active users are up by 26 percent year-on-year, while daily active users is also up by 23 percent for the same period. The biggest increase comes from active users on mobile: the figure stood at 751 million users at the end of March 2013, indicating a significant year-on-year increase of 54 percent. Last quarter, Facebook reported having 1.06 million active users, of which 618 million were mobile. While 60 million users were new or became active, about 133 million users were added to the number of mobile users. As noted by TheNextWeb, this figure also means that more than 67% of active Facebook users access the platform through mobile devices.

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We Are Social Asia Tuesday TuneUp #76

by Karen Wee in News

Alibaba buys US$586 million stake in Sina Weibo
As part of its push into social media, Alibaba (China’s top e-commerce company) has purchased an 18% stake in Sina Weibo, China’s Twitter-esque service with a userbase in excess of 500 million. The deal gives Alibaba the option to increase its stake in Sina Weibo to 30% and is expected to rake in revenue of about US$380 million within the next 3 years. Sina Weibo users can expect more e-commerce offerings in the coming months


Line to launch toy smartphone for kids
Japanese chat app, Line, clearly believes in starting young. Shortly after launching its own cartoon series, Line is expected to launch a toy smartphone priced at US$70 on August 8. Using Near Field Communication (NFC) technology, children will be able to send stamps and messages when two toy Line phones are in contact.


Top brands on social media in ASEAN
Thailand-based social analytics firm, Zocialinc, has released an infographic ranking best-performing brands on Facebook, Twitter, YouTube and Instagram in Southeast Asia. The coverage is largely focused on Thailand, Indonesia, Malaysia and the Philippines and seems to penalize brands that may not have an active presence on all four networks even though they may be doing very well on their network of choice. The full infographic includes interesting insights into user behaviour on the different social networks.
asean brands infographic 30 Apr

(click through for the full infographic)

Swedish food supplier uses Instagram as Asian food education tool
Want to learn about Asian food? Upload a picture of the dish to Instagram and hashtag #askctfood or tag @AskCTFood and receive details on how to prepare them. The catch? This service is only available in Swedish, as this app was built by Swedish food supplier CT Food.

UK photo sharing users to lose rights to uploaded photos
Changes to the Enterprise and Regulatory Reform Act has resulted in an overnight loss of rights by amateur and professional illustrators and photographers to work that they’ve uploaded to platforms like Facebook, Instagram and Flickr. The Act contains changes UK copyright law which allow commercial use of images deemed “orphan works”, ie. where information identifying the owner is missing. The far-reaching consequences is that millions of photos are at risk since metadata is often stripped from the photos when they’re uploaded. As if that isn’t bad enough, the Act allows for sub-licensing, which allows wholesale of work by someone who has it, without paying the originator a single penny. Penny for your thoughts!

New layout for pages on Facebook mobile
Facebook has updated the way pages appear on mobile, citing a number of benefits for users and page owners. For the former, they note a ‘cleaner, simpler look’, with relevant information such as photos and location positioned alongside interaction buttons at the top of the page. These seem to constitute benefits for page owners too, who will look to benefit from higher engagement as a result of the changes. They’re also set to be provided with the ability to pin important posts and a streamlined management tool. To see how the changes will appear for different users, see the image below:

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Twitter testing two-factor authentication
Twitter has begun testing two-factor authentication, in a move that looks to prevent a continuation of the high-profile hackings that have happened recently. From the Associated Press to FIFA president Sepp Blatter, a number of large, verified accounts have been taken over, posting strange and often embarrassing content. Whilst two-factor authentication would be unlikely to be rolled out universally for the sake of avoiding hassle on smaller, personal accounts, it would likely be a welcome move for brands and public figures. Both Google and Facebook already offer a similar system.

LinkedIn launch ‘Contacts’
LinkedIn have introduced a new service called ‘Contacts’. Essentially, it takes details of contacts from various areas of your phone or computer, including email accounts, calendars and address books and compiles them in one place, allowing you to interact with people more easily and maintain important relationships. The service will be launched both on the LinkedIn platform and as a standalone mobile app. The full details are contained in the following slides:

Tumblr introduce in-stream mobile ads
For the first time, Tumblr will include ads on mobile that look like normal posts. Previously, adverts only appeared in “Radar”, where now mobile users will see up to 4 ads per day in the home stream. With collaborators including GE, Warner Bros and ABC, Tumblr are really set to bulk up their advertising revenue, but claim to be devoted to maintaining the current Tumblr experience. Head of sales Lee Brown has stated that:

This mobile advertising opportunity is native to how our consumers experience content on our apps; as a continuous stream.

Advertised posts will be differentiated from others with a $ symbol. Tumblr have stated that, the move will ultimately expand to desktop, but there is no timeframe given as yet.

Budweiser’s ‘buddy cup’ app
Budweiser’s new campaign looks to play on the emotional connection created by touching cups during a shared beer. Their new ‘buddy cups’ link to Facebook, so that you can become friends with someone on the network by tapping cups with one another. Now when you drunkenly agree to add someone on Facebook, you won’t have until the morning to change your mind.

Nike PHOTOiD and Instagram
For the past few years, Nike iD has allowed create their own, customised clothing from a range of colours. Now, the sportswear brand is taking it one step further, linking with Instagram to launch ‘PHOTOiD’, a tool that designs clothing based on the colours of your favourite Instagram photos. It’s certainly a novel idea and it will be interesting to see the extent to which people are willing to use a system like this. Here are some examples that have already been made:

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Photograph an advert for free Weetabix biscuits
Weetabix are looking to take advantage of ‘dual screening’ behaviours with their new #takethebiscuit campaign, which asks for fans to take a photograph of their latest TV advert. Fans can then show their picture at a branch of Boots to pick up a free breakfast biscuit. Whilst the idea is an interesting one, it did have a couple of problems. The barrier to entry is quite high and, according to reports, some Boots stores were unaware the campaign was happening. You can see the advert below in all its glory, complete with #takethebiscuit hashtag to encourage Twitter conversation.

We Are Social’s design campaign for Kleenex
We Are Social have launched a competition to design the new Kleenex Box, partnering with internationally-renowned designer Kelly Hoppen to create a brief asking young creative talent to decorate the box in their own style. Using Talenthouse to collect entries, the final decision will then be made by Kleenex’s Facebook community, who will vote on which design gets made into the next tissue box.

Urban Outfitters and Converse’s joint Vine competition
Fashion retailer UO and trainer brand Converse have partnered to produce a competition on Vine, which asks fans to post a video of ‘A day in the life of your Converse’ for the opportunity to win $1500 in UO gift cards, 10 pairs of trainers and 2 different music related trips, in San Francisco and Brooklyn respectively. Whilst a number of brands have started using Vine to produce content, this is one of the first examples of a more in-depth campaign usage.


— Urban Outfitters (@UrbanOutfitters) April 17, 2013


Guided Twitter tour by the Tate Modern
To highlight a new Roy Lichtenstein exhibition, the Tate Modern produced a guided tour on Twitter. A museum curator spent half an hour tweeting images and information about the artist’s work, allowing those who would be otherwise unable to attend the museum to interact with the content in a meaningful way.

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Evans support ‘golden bikes’ activity on Twitter
UK bike shop Evans Cycles have partnered with record-holding British Olympic cyclist Sir Chris Hoy for a campaign called ‘Hoy’s Golden Bikes’, for which the Olympian has hidden 3 gold coloured bicycles around the country. Whoever finds them can trade one in for a brand new bike of their own, worth £1000. They’re supporting the activity on Twitter, with clues coming both from the official @chrishoy account and via the hashtag #hoyshiddenbikes.

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We Are Social Asia Tuesday TuneUp #50

by Karen Wee in News

Twitter opens office in Korea
South Korea’s burgeoning tech-savvy Internet userbase has caught the attention of Twitter. Ranked 15th on Semiocast’s list of Top 20 “Twitter nations’, the company has identified the country as one of its most important markets. Twitter’s putting its money where its mouth is by opening a new office in Korea after having already set up an office in Japan, its third largest market. Twitter plans to build partnerships with local mobile operators, handset manufacturers, brands, celebrities, media companies and even talent agencies. Twitter’s already tied up with Daum (South Korea’s second most popular web portal) and LG Uplus (South Korea’s third largest mobile operator). We reckon Psy’s Gangnam Style has done wonders for putting South Korea on the social media map of the world.

China’s Tencent QQ Browser touches 16 million overseas users
Tencent, China’s largest web company, recently reported having 16 million users outside of China for its cross-platform QQ Browser on mobile. Tencent’s top 10 nations (excluding China) for QQ Browser usage are India, Indonesia, Nigeria, Pakistan, Bangladesh, Iran, Brazil, Thailand, Saudi Arabia and the US. Noting that 90% of its users are based in Asia, Tencent’s marketing focus will be largely in Asia. Identifying Indonesia, which is incidentally Twitter’s 5th largest nation, as one of its most important markets, Tencent has been working to woo Indonesia’s young and mobile-loving userbase with its WeChat messaging app. QQ Browser faces tough competition from the likes of China-born UC Browser (which has 40 million global users), prompting Tencent to work with partners like Getjar and Mobango, in addition to main app stores, to help push the app into the region.

Sina Weibo bug bars international users from registering?
Following up on a tip from a reader about a bug in Sina Weibo that’s preventing overseas users from registering a new account, Tech In Asia recently did a little sleuthing of their own. It seems that the experience – and related error messages – varied across countries, ISPs and browsers. Some users registered a new overseas account without any hitch, while others simply couldn’t do so even after attempting to do so using a different accounts and browsers. The error messages varied and puzzled users, with one user being told that his email account had too much activity, while another was told that he had tried to register too many times even though it was his first registration attempt on his current ISP.

China’s PaPa could be the new social app to watch
The founder of Diandian, China’s version of Tumblr, has invested in a Path clone, called PaPa. The app is an amalgamation of the best social elements of Path, Instagram, Pinterest and Twitter, with an added voice messaging feature that’s similar to WeChat. Chinese social network users may be keen to note that the app integrates with platforms like Weibo. PaPa was launched in October as an iPhone app with both English and Chinese language support.

Does ‘dark social’ account for most shares online?
We think of the social web as the creature that spawned Web 2.0 and all of the sites that we hold dear: Facebook, Twitter, Wikipedia and the like. But social sharing has been around much longer than that, through chatrooms, ICQ messages and email. It’s easy to see how a link is shared in the public forums of the social web, but what about the more unknown side of private messages? Even with Google Analytics and fancy web trackers, we aren’t always sure how links are shared and where traffic comes from. Enter the dark horse in this equation, now called ‘dark social’, which represents links that are shared through e-mail chains and Skype conversations that are difficult to track and measure. The Atlantic found that nearly 60% of their referrals were ‘dark,’ more than twice the number of referrals the magazine got from Facebook.

A research firm looked into these figures across more media sites and found that ‘dark social’ accounted for an even bigger portion of social shares, closer to 70%. Facebook came in at 20% while Twitter was down at 6%. Only search drove more visitors to these sites than ‘dark social,’ which took up 18% of total referrals.

Everything you’ve ever wanted to know about Twitter users
Beevolve has just published an exhaustive survey of Twitter users around the world. So what does the average Twitter user look like? The user is slightly more likely to be female and probably lives in the US. She probably has fewer than 50 followers and follows fewer than 50 people too. She’s probably under age 25, though just 0.45% of Twitter users disclose their age on their profile. Young women occupy more Twitter accounts, but that distinction equals out and then reverses in older age groups.

Unsurprisingly, tweeting more often is more likely to bring you followers. The 27 million active users from this study sent more than 28 billion tweets, and a quarter didn’t tweet even once. Read the full report for more insight into these graphs and stats.

Smartphone owners jump on social media while watching TV
Nearly 90% of smartphone owners say they use a second screen (such as a phone or tablet) while watching TV, and almost half of 16-24 year olds are using social media to talk about what they are watching. Most users like to chat about reality shows and sports events, but independent dramas drive the most commerce-related talk. A different study looked specifically at tablet users, who said that the multitasking activity they did most while watching TV was posting to social media sites. A full 63% of tablet owners said they multitasked while watching TV, with their activity breaking down as follows:

Facebook halves the reach of brands’ posts
As you might have seen reported in Adweek or the Financial Times, We Are Social and our partners at Socialbakers have confirmed that Facebook has changed in its EdgeRank algorithm to reduce the number of brand posts appearing in fans’ newsfeeds. It looks like since the end of August, the reach of the average post has dropped by about 50%:

Average reach
Average post organic reach 10th Aug- 9th Oct, based on 15,380 posts made by the 157 of the most active commercial pages in the period.

However, engagement has remained relatively stable, which could only mean that posts that are getting seen by fans are getting more engagement. So what’s happening? Friends and brands are fighting for attention in our newsfeeds, and in addition to Facebook hitting 1 billion monthly active users, brands are posting three times more often now than they were six months ago. The solution? As our global MD Robin Grant wrote:

Facebook’s changes mean brands need to shift to creating social content that is ‘as engaging as the posts you see from friends and family’ and supplement this with a sophisticated paid promotion strategy.

More Facebook users are going mobile and staying quiet
A new study has shown that the numbers of users on Facebook mobile has increased rapidly over the last year. But it also revealed that Facebook users are becoming more passive and less engaged, saying they would rather browse friends’ updates than post their own. Is Facebook losing its appeal, or has it just not adapted quickly enough on mobile?

Birthdays and gifts top new Facebook mobile newsfeed
Facebook birthdays have long been buried on mobile, but now some users in Facebook’s test group will see a big update to the mobile app, which now pushes birthdays and gift ideas to the top of the newsfeed. One click lets you buy people gifts, and Facebook will take a slice of your purchase. This update isn’t yet available for everyone, but Facebook promises that it’s coming soon, most likely also with the option to buy gifts straight from your newsfeed.

Facebook changes rules for Open Graph to prevent overposting
Facebook has created a set group Open Graph verbs that it allows to automatically share content, and users must opt-in to auto-sharing all other custom verbs. Content that you like, watch, read, listen or follow can still be shared automatically, but other verbs will now require permission. Facebook also announced that it would make Open Graph stories more prominent in the newsfeed and on Timeline, which feature a bigger image.

Twitter buys Vine, a video-sharing startup
Twitter has gotten its hands on Vine, a three-man video startup in New York that has yet to publicly launch. Vine describes itself as “the best way to capture and share video on your iPhone.” Vine isn’t your standard video app, though, because it allows you to piece together a continuous shot from short, snappy recordings. What will Twitter do with Vine? No word yet, but we’re eagerly waiting to hear.

Google+ mobile app now supports Pages
Google+ just got a big updates for its Android and iOS apps, and page owners can now view, post and comment from their phones. Google says this has been one of the most requested features for mobile, and that’s no surprise, as Pages have been available for nearly a year. The iOS app also got a few new updates that Android already had, such as letting you edit posts after they’ve been published and saving photos to your camera roll.

PinPointing make Pinterest shoppable
Shopping on Pinterest isn’t easy, as lots of the images come from broken links and don’t have good descriptions or even the product name to make them easier to track down. Enter PinPointing, which tries to match products from online shopping service Zappos to a user’s pins and boards. The service isn’t spot on yet, and of course it can’t always find the exact product, but it’s a good start on demystifying where you can find that pair of shoes you spotted, which also won’t be bad for Zappos’ revenue.

Poor Haitians read #FirstWorldProblems in ad
In a new ad for the WaterIsLife charity, poor Haitians read out real tweets that used the #FirstWorldProblems hashtag, complaining about things such as big houses and heated leather seats. The ad is both moving and cringe-worthy, as you remember how many trivial complaints you’ve posted in the last week, which has now sparked a debate about what exactly the hashtag means.

Arrested Development recruits walk-on actors with hashtag
Want to be on the next season of Arrested Development? It could be a simple as posting a photo on Instagram or tweeting something witty with the #BluthWalkOn hashtag. Netflix and Arrested Development have teamed up for their competition called ‘You’re gonna get some walk-ons’ to do exactly that. The website where all of the images and videos are hosted might be the strangest compilation of TV fandom and nerdery the internet has seen in a while.

Vogue is looking like a million followers
Vogue is celebrating reaching 1 million Twitter followers with a scrolling timeline and a dedicated hashtag, #storyof1million. On the beautiful microsite, users can scroll through more than four years of tweets, photos and even the notable followers to relive the journey from Vogue’s Twitter beginnings in 2008 to the present day.

UGG Australia brings together the Creative Council
UGG Australia is fueling its own social and creative side through a collaboration with eight influencers in the worlds of fashion, music, photography and pop culture, called the ‘Creative Council.’ UGG has just released a great case study and dishes out some worthwhile tips about the power of bringing outside voices into your brand while promoting your shared qualities.

Ralph Lauren trades dollars for likes on Tumblr
To support National Breast Cancer Awareness Month, Ralph Lauren pledged $1 to charity for every like and reblog it gets on its Tumblr posts up to $25,000. The post was published late last week, but it’s already well above the 25,000 mark.

ASOS have launched a new campaign in the UK that encourages users to watch ‘The X Factor’ and keep their eyes peeled for certain ASOS clothing. The viewers with the keenest eyes can tweet using hashtag #ASOSonXFactor, and if they are first — and correct — ASOS will give them the item for free.

Pretty Polly rewarding a poor sense of fashion
Here’s one for all the horrific pairs of Christmas socks: The Pretty Polly Sock-Horrometer. Maybe not a great name, but a useful app nonetheless. Users can upload photos of their worst pairs of socks and have them analysed by the app before they receive a partial, or even full, discount on a seductive replacement.

Barbour knits Twitter with Facebook
The new ‘Tweet Your Knit’ campaign from Barbour encourages users to tweet a story and photo of either their favourite or least favourite ‘knits’ using #TweetYourKnit. User photos will be contributing to a Facebook-based #TweetYourKnit gallery, and fans are then entered for a chance to win a piece of knitwear from Barbour’s new collection. This campaign shows just how tight-knit Twitter and Facebook can be.

Crisis shows Littlewoods the value of social media
Littlewoods has outlined how using social media allowed the company to better respond to a crisis after a poorly-judged Christmas ad. Littlewoods responded to the customers earlier than they could have done previously, and they also proactively “interrupted” conversations about the brand. The parent company plans to double its social team, as it’s learned that community management cannot be done by a “call centre team that do it as a part time job”.

O2 goes ‘ghetto’ in controversial customer service twist
Network operator O2 has been in the news once again for another piece of renegade customer service by rejecting all conventions and responding using a customer’s slang on Twitter. Ballsy. And the customer has now tweeted to say that’s not actually the way he talks, so O2 can go back to its normal conversations.

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