Here are all of the posts tagged ‘social media’.
LinkedIn launches Chinese-language site
LinkedIn pursues Chinese users more aggressively through a localised version of its site and a joint venture with Sequoia China and CBC Capital. The Chinese version of the professional networking site, branded “领英”, also includes integration with popular local social networking sites, Sina Weibo and Tencent WeChat.
Indonesian Idol rakes in money through Twitter votes
Indonesian Idol, the Indonesian version of popular singing talent show American Idol, has implemented a voting system called Twitter Vote which charges users money for each vote they cast. Fans are charged IDR 2,000 (S$0.22) for every vote cast through the hashtag #Vote(idolname) while mentioning @IndonesianIdol. Fans can also use #Supervote(idolname) to give 20 votes to their favourite idol in a single tweet and can pay using credit card, bank transfer, Doku Wallet or from convenience store chain Alfamart.
Sina Weibo reportedly planning an IPO
According to a report by the Financial Times, Chinese microblogging platform, Sina Weibo, is looking to raise approximately $500 million through a public listing on the New York Stock Exchange. The company has also reportedly hired Credit Suisse and Goldman Sachs for the IPO, which is expected to complete in the second quarter of the year. The site may be valued up to $7-$8 billion and is set to be one of the biggest deals from China this year.
KakaoTalk to launch cash gifting feature
Sirgoo Lee, the co-CEO of KakaoTalk announced at the Mobile World Congress in Barcelona that his company is working on allowing “modest amounts” of money to be sent through its messaging service, although it is unclear if this feature will be available outside of South Korea. Japan’s Line and China’s WeChat have recently integrated similar financial services into their messaging apps, with five million users participating in WeChat’s Chinese New Year money gifting scheme.
Facebook’s ROI has been underestimated
A study by seven large packaged-goods companies, in partnership with Facebook, Google and Nielsen, has found that marketing-mix models tend to underestimate Facebook ads’ return on investment by up to 48%. By measuring impressions instead of clicks, the ROI of Facebook ads increased by up to 75%.
Facebook buys WhatsApp
Facebook last week announced its acquisition of messenger service WhatsApp for $16bn, or $36 per monthly active user. The Guardian produced a profile of the deal, including the history of WhatsApp, which examines the pros and cons for Facebook. Benefits include the potential for reaching younger users and those in emerging markets. The move comes after rapid growth on WhatsApp; here’s how its user base compares with other big names within the same time period:
Buzzfeed shares on WhatsApp
Last week, Quartz reported that Buzzfeed articles were being shared more frequently on WhatsApp than on Twitter by iOS users, leading to the consideration that publishers may need a WhatsApp strategy. A riposte by Nieman Journalism Lab claimed the figures were skewed; they showed the number of times a user clicked on the ‘share’ button for each platform at the bottom of a Buzzfeed article, not the actual number of impressions. Digiday discussed whether or not publishers should devise a WhatsApp strategy; the piece argues that, while the platform is undoubtedly huge in terms of its user base, it may be a while until it is considered a place to share news.
Changes to Facebook ad targeting
Facebook has updated the way in which advertisers can target different audiences on the platform. First of all, it’s good news for business-to-business marketers (but bad for LinkedIn) as users can now be targeted based on job title. That isn’t all, though; other options include location, demographic, interest and offsite behaviour.
Facebook ad spend focussed on Europe and North America
Facebook’s ad spend is primarily concentrated in North America and Western Europe, despite huge user bases across the world. North America accounts for 52% of global ad spend for just 15% of users, while Western Europe gets 35% for a 14% share of users. The map below shows the potential for growth in other markets, though it’s worth remembering that the average value of each consumer will vary by region.
Twitter’s Marketing Platform Program
Twitter has expanded its Ads API and is now calling it the Marketing Platform Program. The set of partners is intended to increase ROI on Twitter ads and, according to the network, includes all “Ads API partners as well as those in measurement and targeting”.
LinkedIn publishing platform for all
LinkedIn has for some time allowed a network of certain ‘influencers’ to post long-form blogs on the site. It is now opening the publishing platform to all users in a staged move over the next couple of months.
Tide’s Winter Olympic Vines
After the success of using Vine in a Halloween campaign last year, Tide has produced ten more Vine videos around the Winter Olympics. Two examples, with different levels of success, can be seen below.
— Tide (@tide) February 17, 2014
— Tide (@tide) February 19, 2014
Coke’s World Cup Moments of Happiness
Coca-Cola has launched a ‘Moments of Happiness’ campaign for the upcoming World Cup, in which it asks filmmakers to submit video clips around happiness, for the chance to appear in the video for their World Cup ‘anthem’, entitled ‘The World is Ours’. At least 20 winners will appear in the video, while three will be selected to receive $1,000 each.
The Brit Awards and social media
Despite their lowest TV ratings for 15 years, the Brit Awards were a huge success on Twitter, with over 4.17 million tweets. Roughly 2 million of these were votes for the ‘best video’ award, won (shock horror!) by One Direction and their Twitter army. Naturally, brands wanted to get a slice of the action, and it was the first time that British brands made use of Twitter’s Amplify platform.
Twitter users could get exclusive video content through Amplify, with pre-roll ads for Brits sponsor, the haircare brand, VO5. Another sponsor of the event, Mastercard, was not so successful in its social media offering, when news that it had requested specific tweets from journalists in exchange for accreditation went viral. Bookmakers Paddy Power were quick to react on Twitter.
— Paddy Power (@paddypower) February 19, 2014
Pepsi Max using Vines for billboard ads
Pepsi Max is putting Vines on UK billboards, under the hasthtag #LiveForNow. The billboards, which have already been taken over, currently ask people to submit their ‘unbelievable Vines’, which will then be filtered and shown on screen.
KLM partners with Facebook and Twitter for social commerce
The Dutch airline, KLM, announced a partnership with Facebook and Twitter that will allow customers to purchase tickets through the networks. As well as the obvious ease for consumers, this blog post highlights the principal benefits for the brand.
Burberry partners with WeChat
Burberry is looking to grow its Chinese consumer base by partnering with Chinese messenger app, WeChat. Burberry followers will be able to view the brand’s Fashion Week AW14 Womenswear show and personalise digital versions of the collection, in order to unlock exclusive audio content from a senior member of the Burberry design team.
Create your own Instagram adventure
Macmillan Publishers is using Instagram to promote a new book for teenagers. Making use of the ‘tagging’ feature, users can follow a ‘Create Your Own’ adventure, with each click directing the participant to a different account to continue the story. An example is seen below – do you fight back or keep still?
Creme Egg’s Google+ bake off
Cadbury’s Creme Egg is using Google+ to discover new recipes. Hosted by Eric Lanlard, the mastermind behind Creme Egg brownies, the #CremeEggBake asks users to submit their own crazy ideas, with Lanlard set to bake his favourites in a live hangout on the network.
Google and Saatchi Gallery’s Motion Photography Prize
Google+ has partnered with the Saatchi Gallery to produce a gif-making competition, dubbed the ‘Motion Photography Prize’. Users can submit their creations to a panel including director Baz Luhrmann and artist Tracey Emin, with the winner’s work set to appear in the gallery.
#UseMeLeaveMe at SXSW
Those attending this year’s SXSW in Texas may be able to make use of free transport and accomodation. Adobe’s #UseMeLeaveMe campaign includes a free biking programme, in which the vehicles have their own personalities and are capable of posting to Twitter while you use them. There is also a ‘Buds for Beds’ competition, which encourages attendees to explain why they are the ‘deservingest of the deserving’ (sic), for the chance of winning free accomodation at the event.
Mobile commerce as the future growth for Line
Line generated over $330 million revenue last year alone, it shows the strong capability of chat app in terms of its return on investment. According to the COO from Tokyo office, Idezawa Takeshi, revealed that 60 percent of its revenue mainly came from games, while the rest of them were equally split between stickers and business services like official accounts and branded stickers on Line. Since chat apps have been developed, Line has successfully maintained its engagement level with users as well as increased its revenues. When cosmetic brand Maybelline launched a flash sale on Line in Thailand, it sold 500 lipsticks in five minutes, reflecting that Line not only helped the brand to amplify the impact of the campaign in Thailand, but also boosted sales in an effective way. Line intend to move towards mobile commerce and eventually launch Line Mall by March or April, as a B2C and C2C e-commerce marketplace.
WeChat received 21 million taxi rides booking in the past month
Leading chat app in China, WeChat also intends to expand its business to the e-commerce field in order to combat with Alibaba. Recently, WeChat added the function to pay for taxis in the app. According to Didi Dache, the taxi – finder app that WeChat collaborated with, the data revealed that the app has already generated 40 million registered users with WeChat’s support. There are a total of 21 million Taxi rides so far that have been booked on the WeChat app. Here are some interesting stats from 36Kr:
- Didi Dache gets an average of 700,000 bookings per day via WeChat.
- Didi Dache and WeChat’s maker, Tencent (HKG:0700), jointly dished out RMB 400 million (US$65.6 million) in ‘bonuses’ to both cabbies and riders who paid for the fare via WeChat Payments.
- February 7, a day when many people were returning home after trips to see relatives for Chinese New Year, saw a daily peak of 2.62 million taxi rides via WeChat, of which about two million were paid for via mobile on WeChat Payments.
- 100,000 taxi rides were taken via WeChat in the first nine days
We are observing this trend with chat apps opting to go for mobile commerce. Apart from that, new WeChat services (shown below) are aiming to partner with businesses and financial institutions, as part of a long-term strategic game-plan for Tencent. WeChat’s expansion into mobile e-commerce definitely reflects the stronger ambitions of the company to become a social empire in China.
LinkedIn passes 50 million users in Asia
LinkedIn has reached 50 million users in Asia Pacific. The company has been growing rapidly in recent years, according to The Next Web, there were nine countries in Asia-Pacific have more than a million LinkedIn members each. India has 24 million users, Australia has five million, China has about four million, Indonesia and the Philippines have over two million each, while Japan, Singapore, Malaysia and New Zealand each have over a million users. Probably due to Asia Pacific’s large mobile penetration in the world, LinkedIn has reached 1.6 billion unique subscribers from mobile, according to the GSM association report 2013. It is revealed that LinkedIn intends to focus on mobile and has also been appealing to young professionals who contribute to a significant bulk of the workforce in Asia. LinkedIn has also made a big move in China, according to a recent WeChat update that it has integrated profiles from the network.
The importance of mobile in social is well documented; however, it seems that it is even more integral to Twitter than Facebook. Facebook sees a higher average time spent per user per month than Twitter on both desktop (6 minutes 24 seconds) and mobile (7:43), though the difference between the two formats is far more marked on Twitter. The average user spends 3 minutes 7 seconds per month on Twitter through mobile, but only 36 seconds on a computer.
Despite this controversy, a number of US sponsors have released campaigns around the event. BMW asked fans to tweet their support for the US Bobsled team that they sponsor, AT&T created an app for fans to develop a ‘USA’ chant and Visa have documented the whole thing using Vine and the hashtag #everywhere. According to We Are Social’s analysis, it is the latter who have dominated conversation around the event, with around 5,000 mentions; McDonald’s is in second place with roughly 3,700 and Coca Cola in third.
#LoveJu and the world’s first social choreography
We Are Social’s Milan office produced the world’s first ever social choreography for Italian football club, Juventus. A Facebook app dedicated to picking the winning #LoveJu design saw 3,122 entries, 4,500 registered users, 290,00 views and 18,118 votes. The winning entry is shown in the below video.
Heineken tried to get men to show their romantic side for Valentine’s Day, using the incentive of a free sponsored date. Anyone could apply for a box to be sent to their boyfriend, containing details of the date, but in order to receive the code necessary to unlock it, he’d then have to share his mushiest feelings on Instagram. Romantic? Bribery? A bit of both?
Brand on brand on Valentine’s Day
It’s an ever growing trend – brands talking to each other on Twitter. Well, Valentine’s Day saw the perfect opportunity for some set-up brand on brand action, such as the below. You can click through to this article for more examples.
Pizza Hut on OKCupid
In good news for the incredibly lonely, Pizza Hut set up an OKCupid profile for Valentine’s Day, inspired by the marriage proposals they receive on Twitter. Using the hashtag #CommitToGreatness, they’re using the profile to ask fans to propose in more creative ways, with the winner receiving free pizza for life.
Kisses (and Twitter fails) begin with Kay
Kay Jewelers released a new advert, in which a woman is so interested in her phone that a male suitor has to text her in order to present her with a new necklace. They supported this on Twitter with the hashtag #ekbwk (Every kiss begins with Kay), which was met with a nice chunk of online negativity.
The Conservative Party’s ‘Lookback’ video
Everyone’s seen them: the Facebook ‘Lookback’ videos that detail your journey on the platform, from the embarrassing things you did years ago… to the embarrassing things you do now. The UK Labour Party has released a spoof video for their rivals the Conservative party, highlighting the various mistakes they’ve made while in power. It’s probably not as embarrassing as yours, though.
We’re delighted to announce the latest in We Are Social’s series of Social, Digital & Mobile Worldwide reports, this time with more than 250 pages of stats and behavioural indicators for 40 countries across Europe.
We featured a number of these countries in our global report just a month ago, but as you’ll see in this new report, many of the data points have already changed.
The critical changes are to the Social Media figures, with many countries seeing increases in monthly active user bases in the past couple of weeks.
The lovely folks at GlobalWebIndex have also given us permission to share figures from their fresh new Wave 12 study, released just last week. This new wave of GWI data brings us up to Q4 2013, and provides a hugely informative perspective on the freshest numbers and behaviours for the region’s biggest economies.
The Global Picture
As we saw in the APAC report, online landscapes never stay the same, so we start this report with another fresh look at the global landscape.
The main difference in this report is the number of active social media users, which has grown by almost 2 million active users since our APAC report just 2 weeks ago:
Internet in Europe
Europe has impressively high levels of internet usage, with 7 countries around the region registering penetration of more than 90%.
Iceland and Norway lead the way, with 95% each.
Penetration in the Ukraine lags the rest of the region by some way, but is still on a par with the global average of 34%.
On a regional basis though, more than two thirds of Europe’s population is now online:
The total number of internet users around the region is also impressive, with Europe now counting more than half a billion people online:
In terms of time spent online, it’s the Eastern side of Europe that leads the way, with internet users in Poland and Russia spending an average of 4.8 hours on the net each day.
Italy leads the way when it comes to mobile internet usage at an average of 2.2 hours per day, while Irish, Spanish and Polish internet users all spend an average of almost 2 hours per day connected via mobile devices:
Social Media in Europe
At the start of 2014, Europe boasts almost 300 million active social media users, accounting for 40% of the region’s population:
However, when it comes to platforms of choice, the social media landscape in Europe is split in two.
Facebook dominates in Western Europe, with 37 countries around the region accounting for a total of 232.2 million active users – roughly 19% of the platform’s total global user base.
To put that in perspective, these countries account for less than 8% of the total world population.
Eastern Europe is still a VKontakte stronghold though, with users in Russia, Ukraine and Belarus accounting for more than 60 million active accounts.
Facebook is present here too, and its user base continues to grow in these countries, but the world’s favourite social network currently only claims 12.4 million monthly active users across these 3 countries combined.
As with internet penetration, Iceland also leads the way in terms of social media penetration, with 70% of the country’s population using Facebook in the past month.
Malta puts in an impressive showing at 58% penetration, with Scandinavian countries rounding out the rest of the top 5:
Time spent on social media continues to account for a large part of overall online activity too, with Italy and Russia – the most ‘socially active’ nations in Europe – spending more than 40% of their connected time on social media:
Meanwhile, mobile social continues to grow in importance around the region, with two thirds of the region’s social media users regularly accessing via mobile devices:
This is still considerably lower than the same proportion in APAC though, and accounts for a penetration rate of barely 26% of the total regional population.
The figures vary considerably between countries, with more than half of the populations of Norway and Iceland connecting to Facebook via a mobile device in the past month:
At 30 million active mobile social users, the UK leads the way in terms of absolute numbers, while Germany, France and Italy all register 20 million active users each:
We’re pleased to include overviews for each of Europe’s sub-regions too, with 7 distinct analyses showing how the online landscape varies across the ‘continent’:
Each of these sub-regional analyses provides a top-level picture of key stats, helping marketers to plan multi-market activities with greater ease.
For illustration, here’s the overview for Northern Europe, which covers Denmark, Finland, Iceland, Norway and Sweden:
In-Depth Country Analysis
We’ve included an in-depth analysis of the local picture for 40 countries in this report, with a wealth of stats and behavioural indicators for each nation.
In particular, we’re delighted to include data for Spain, which was the most-requested country following our global report a few weeks ago.
You’ll find all the numbers you need for each country in the full SlideShare presentation (as featured at the top of this post), but just to whet your appetite, here are the numbers for Spain:
And there we have it – another bumper collection of online facts and stats.
Do get in touch if you’d like some help making sense of these numbers, or if you’d like us to work with you to turn these insights into an actionable strategy.
Be sure to check back to our blog regularly for more reports in this series too. In addition, we’ll be sharing some great strategic resources and forward-looking studies over the next few weeks as well, so why not sign up for our email newsletter to make sure you don’t miss a single one?
Sources for all the above data are listed in the full report. We’d especially like to thank GlobalWebIndex and GSMA Intelligence for their help in providing data for these reports, and for allowing us to publish their valuable data.
Twitter increases focus on Asia
In an effort to increase global engagement and revenues, the newly-listed social media company has gone on an aggressive hiring spree in Asia. The company has reportedly staffed five key marketing and communications positions in the last two months, and is said to be currently hiring for more than 20 positions in the region.
Possible LinkedIn integration on WeChat
The upcoming WeChat update could possibly come with LinkedIn integration and an Android makeover for the popular messaging and social media app. The following screenshots from a private beta version were released on Pingwest.
LinkedIn currently has more than four million registered users in China. Analysts predict that a Chinese-language version of the professional networking platform could be released soon.
Reverse takeover lands mig33 on the ASX
The Singapore and Indonesia-based mobile social networking company, mig33, is now listed on the Australian Stock Exchange. Australia-listed mining exploration company, Latin Gold, acquired it in a reverse takeover, which allows mig33′s shareholders to become majority owners of the combined group. Latin Gold will also take on mig33′s company name.
Wongnai, Thailand’s Yelp, grows to 1 million users
Thai restaurant review site, Wongnai, revealed that it has reached its goal of 1 million registered users since its establishment in 2010. Available both as a website and mobile app, the review site currently sees approximately 220,000 active users per month. Despite its success thus far, Wongnai has not revealed any plans to expand its services beyond Thailand.
China’s Weibo users decline while WeChat rises
The future of China’s Weibo platforms does not look promising as they have lost 27.8 million users over the past year following the Chinese government’s latest internet crackdown campaign against online rumours. However, as China’s most popular social platforms experience this dramatic fall, the number of users on instant messaging apps such as WeChat has grown by 64.4 million users in 2013 while the total number of mobile Internet users reached 500 million.
WhatsApp users double in less than a year
Private messaging’s popularity does not cease as WhatsApp reports an increase of over 200 million users since April 2013, now standing at 430 million active users as of January 2014. A staggering 50 billion messages are sent and received on the app per day.
The ongoing saga of organic reach on Facebook
Facebook threw another curve-ball this week when it revealed its latest alterations to the newsfeed. They will now show fewer text status updates from Pages, as the latest testing has shown that people are more likely to post on Facebook when they are exposed to plain text status updates from their friends rather than Pages. Facebook have been vague about what brands should do as a result, but they have recommended that when posting links, brands should use ‘link-shares’, as in this example:
Facebook is testing a mobile ad network
Rather than being content to just display ads to it’s own users, Facebook is testing showing ads to users of third party apps. Unlike previous tests, Facebook is working directly with a limited number of advertisers on its own mobile ad network rather than outside ad-serving platforms to display “sponsored content outside of its own properties”.
Watch your b-to-b-back, LinkedIn
Facebook is making room for job and b-to-b marketing as it plans to allow advertisers to start targeting users based on their employment details this March. This is expected to appeal to recruiters, placing Facebook in direct competition with LinkedIn.
Twitter lends a hand to brands and publishers
Twitter has revealed a shiny new dashboard called analytics for Twitter Cards that will allow brands and publishers to monitor how media-filled tweets perform. This dashboard will then provide companies with personalised tips to help them make more strategic decisions. These new set of tools are already being used by the likes of BuzzFeed, NBC News and ESPN.
Pinterest experiments with GIFs
GIFs may no longer appear just as static images on Pinterest, who are experimenting with a new play button that features on the bottom left of embedded animated GIFs.
Ajax helps you wipe away annoying social trolls
Scouring brand Ajax have develop a new social utility tool, ‘Social Wipes’, allowing you wipe your social slate clean. For Facebook, the tool allows you to unlike pages you’ve liked over the years. For Twitter, it scans all of your followers and people you follow for potential spam bots. Only a week old, Ajax has already helped clean up more than 200,000 page likes on Facebook and nearly 20,000 Twitter spam bots from social feeds. Oddly enough, the brand does not maintain a social presence on either social network.
JBL turns tour tweets into music
JBL has created a digital experience which transforms user tweets into a custom track generated by JBL’s Tweet Music algorithm, converting every letter, number and character into a loop of music. The popularity of the campaign is evident: in just one week of the promotion, JBL received 2,600 mentions using the @JBLaudio handle, compared to it’s typical average of 360. They have also accumulated 3,100 new followers with nearly 1,200 songs created so far. The opportunity to win an all-expenses-paid trip to the 2015 Grammy Awards is no doubt having a positive impact.
Thinking of buying a DLSR? Not after this campaign…
This week We Are Social launched the “why DSLR?” campaign for Panasonic, with a series of videos featuring a bodybuilder, an owl and a duel-style shoot-out between two cameras to promote its mirrorless Lumix cameras. We Are Social will also monitor social conversations surrounding DSLR cameras found on internet forums and across social platforms and will respond to questions about DSLRs and mirrorless cameras. Sarah Oliver, Account Director at We Are Social said:
Whichever stage of the purchase journey people are at – researching DSLRs on forums or searching to buy a DSLR on Google, this campaign will surface considerable and credible expert opinion with the power to change their decision.
OnePiece unveils #HackTheSale social campaign
The Norwegian clothing company OnePiece, is inviting customers to share its #HackTheSale campaign on Facebook and Twitter, to communally drive down the price of a onesie jumpsuit. Every time a customer uses the #HackTheSale app to share the campaign on either of the social networks, the price of a Lusekofte Onesie, which starts at £139, will go down.
Microsoft faces a fumble with the FTC
Microsoft didn’t know what they were in for when they signed a content deal with YouTube network Machinima. Machinima recruited YouTube creators to make videos about the Xbox One, however these console enthusiasts didn’t disclose that they were paid to promote the product. As a result, Microsoft has unintentionally disobeyed the FTC’s endorsement disclosure guidelines, which may result in intervention.
Brands’ Grammy Tweet Attempts…
The awards season is truly upon us, beginning with a bang last night with the Grammys. And, of course, that can only mean one thing; social media triumphs and disasters. Antiperspirant brands a plenty tried desperately to jump onto the Grammy conversation, but armpit puns and poor jokes fell on deaf ears. Others, such as Pizza Hut and Fitbit, tried to brazenly join in the conversations, with various jokes, ‘tips’, but alas, failed to win the hearts – or the RT’s – of the Grammy viewers.
However, some brands were right on the money. Pharrell Williams was trending on Twitter that evening, due to his questionable headgear at the awards. Restaurant chain Arby’s, whose logo looks a bit like Pharrell’s hat, was quick off the bat to tweet him just that. The tweet received over 70,000 RT’s, demonstrating the power of social if your timing is right, coupled with a genius comment.
Sina Weibo recently launched mobile payment to compete with WeChat
To compete with WeChat’s mobile payment service launched last year, Sina Weibo has recently partnered with China’s largest e-commerce company, Alibaba to launch its own mobile wallet feature. Alibaba already owns the most influential payment tool in China, Alipay. With the cooperation of the two giants, it is expected that Sina Weibo will be able to compete head on head with WeChat.
China Southern Airline garners millions of WeChat users
China Southern Airline’s official WeChat account(CS5539) started in January 1st of last year. By November 11th, the account already generated over a million WeChat users. It became one of the most influential public accounts in China. The airline’s customer service platform consists of WeChat, website, SMS, and a customised mobile app together with their call centre. Within its customer service platform, WeChat is the only real- time platform that allows for one-to-one communication, providing a more personalised customer service. According to China Southern Airline, there were 9,000 members who used WeChat instead of the mobile app. At this point, the official account reached 300,000 WeChat users. Will WeChat start to grow more as a social media platform instead of just a chat app in 2014?
Social.gg identifies social media trends in Thailand
There are over 24 million Facebook users in Thailand with Bangkok accounting for more Facebook users than any other city in the world. Moreover, the fastest growing trends for last year was Facebook commerce (F-commerce) in Thailand. To harness this opportunity for brands and marketers, Social.gg has launched a tool that explores trends and hot topics on social media in Thailand. This is said to be similar to Google Trends or Twitter’s trending topics.
Mobile internet usage is massive in Western Europe
According to eMarketer, nearly half of all Western European mobile users will access mobile internet at least once a month in 2014. That figure is up from 40.0% in 2013, expected to rise to 66.0% by 2017. Scandinavia looks set to lead the way in 2014, with Norway’s figure of 63.5% in first place, followed by Denmark and Sweden.
Organic Facebook reach dropped throughout December
Analysis of the 28 day period either side of the 2nd December by EdgeRank Checker has shown that Facebook’s organic reach dropped considerably in that period. On average, organic reach dropped from 10.15% in the earlier period to 7.83% afterwards, with statuses and videos most affected, as shown by this graph:
As Facebook may well have hoped, in a separate study by Locowise, the use of paid post promotion on the platform increased throughout December. An examination of 1,000 pages found that 25% more of them were using ads in December than previously and, in 53% of the cases where organic reach had increased, promotion had also been used.
Facebook leads for social logins
Facebook remained the leader for social logins in Q4 2014 according to Janrain, with 45% of all social logins throughout the web. Google+ is not hugely far behind, with 35%, while Yahoo and Twitter follow, both on 6%.
Facebook scraps Sponsored Stories
Facebook has announced a change to its current advertising format: the network is axing Sponsored Stories. These ads, which suggest pages that a user might like based on their friends’ interactions with that page, have been controversial in the past, including a law suit accusing Facebook of misappropriating users’ likes and comments without consent. However, they’ve also been fairly successful, and are currently Facebook’s ‘simplest’ ad format, allowing first-time marketers an easy way onto the platform. You can find out more about the move in our own blog post on the subject.
Facebook acquires link-sharing Branch
Facebook has acquired link-sharing service, Branch, for a figure believed to be around $15 million. The web-based service seems to make sense as a purchase, given Facebook’s recent interest in developing the importance of news stories on the network. To quote Branch’s CEO, Josh Miller:
We will be forming Facebook’s Conversations group, based in New York City, with the goal of helping people connect with others around their interests.
The acquisition also includes Branch’s latest app, Potluck for iPhone, which offers users small pieces of news, which they can discuss with friends in-app, as shown below.
Updates to ads on Tumblr
Yahoo has announced some changes to advertising on Tumblr, the platform it acquired last May. Sponsored Posts, now be known as ‘Sponsored Posts Powered by Yahoo Advertising’, can now be targeted based on gender or geolocation, and advertisers will only pay when their adverts cause some sort of action, whether that be a reblog, follow or like.
Use Gmail to message Google+ contacts
Google has updated its email service, Gmail, to allow users to email their Google+ contacts directly. Now, when a Google+ user writers a message via their Gmail account, they will see the details of their G+ contacts appear as options in the address bar, without having to know their email address. It is an opt out system, with the ability to limit those who can find you via Google+ to certain circles, or block the process entirely.
Branded Google+ ‘Helpouts’
We’ve all heard of Google+ Hangouts. Recently, the network launched ‘Helpouts’, which allow individuals, as well as five branded partners, to offer live video help to consumers, whether it be for free or at a price. Weight Watchers, for example, offer free health advice, while Sephora charge $15 for 15-30 minute beauty sessions. Three other partners are One Medical, Redbeacon and Rosetta Stone, though we may expect to see more in future.
Social at the Golden Globes
The Golden Globes used their star-studded audience to full effect last night, with a set of 360 degree Vines straight from the red carpet. Usher (below) was joined by some other A-listers, including Mike Tyson and Sean Combs.
— Golden Globe Awards (@goldenglobes) January 13, 2014
Brands were also keen to get in on the action, with some examples embedded below. L’Oreal’s tweet about a GIF hair tutorial was clearly much better than CVS’s attempt to get involved.
— L’Oreal Paris USA (@LOrealParisUSA) January 13, 2014
— CVS/pharmacy (@CVS_Extra) January 13, 2014
Cinemax creates Vine mini-series Cinemax is using Vine to promote season two of ‘Banshee’, with a complete series of 6-second Vines that reveal the hopes and fears of characters. It’s the first time that a TV programme has created a full series in this way, and will be supported by comic-book content, using the hashtag #BansheeOrigins.
— Cinemax (@Cinemax) January 10, 2014
BT’s Twitter #GuessThePrize
BT is promoting its £7.50 per month ‘BT Infinity’ sale with a Twitter competition, dubbed #GuessThePrize. Running every day from 12-4pm, users have seven minutes and 50 seconds every hour to guess what the prize might be, with options ranging from an Xbox One to Premier League football tickets.
Clorox produces some top reactive content
When a hashtag arose poking fun at the names given to American college football games, cleaning brand Clorox came up with the below. A great piece of reactive content on Twitter.
— Clorox (@Clorox) January 8, 2014
Brands hijack the Polar Vortex
A side effect of last week’s Polar Vortex was a lot of branded content. Some of it was good, some of it really wasn’t. You can decide for yourself on the below examples.
The UK government’s Facebook gaffe
Michael Gove, the UK Secretary of State for Education, was in trouble last week when a Facebook post from the Department of Work and Pensions posted advice on its Facebook page about how to look good at interviews. This may not have been too controversial, had the quotation included not come from a company owned by his wife. Gove claims to have no knowledge of the promotion; if this was a genuine mistake, it shows the importance of doing proper background checks on any social content.
The relationship between one man and a brand
Chip Zdarsky, a Canadian journalist and comic book artist, enjoys trolling brands in his spare time. Fair enough. However, when he came across the Applebee’s Barrie account, it felt so lonely that he decided to try and build a proper relationship. Naming the project Applebee’s & Me on his Tumblr, some of the results from his burgeoning friendship can be found below.