Here are all of the posts tagged ‘social media’.
The social, digital and mobile ecosystem in China is unlike anywhere else on earth.
With a wide variety of home-grown platforms, technologies and behaviours, understanding the Chinese digital landscape can be both daunting and difficult.
Fortunately, We Are Social‘s new report will help to demystify things.
Continuing our series of studies into digital trends and developments around the world, our new China report profiles a variety of critical data points, including the penetration rates of different technologies, the top-ranking social platforms, and a wealth of interesting facts and figures on Chinese netizens’ behaviour.
China’s population exceeds 1.36 billion people, with urban areas accounting for more than half of the country’s residents. 51% of the country’s population is male.
China’s 618 million Internet users represent 45% of the country’s population, and account for almost a quarter of the world’s internet users – for reference, here are the latest global stats:
The majority of China’s internet users live in urban areas, with fewer than 1 in 3 living in rural parts of the country.
Beijing (75%), Shanghai (71%) and Guangdong (66%) have the highest Internet penetration of the country’s administrative regions:
Instant messaging (IM) is the most popular online activity in China, with CNNIC quoting in excess of 530 million active users across platforms.
Although QZone claims to have the highest number of active social networking users at 625 million, Weixin (WeChat) and Sina Weibo are the current ‘darlings’ of Chinese social media, with 355 million and 129 million monthly active users respectively:
Brands continue to be highly active on Sina Weibo, contributing to a reported 153% year-on-year growth of Sina Weibo’s advertising revenue in Q4 2013.
In terms of the users themselves, and reflecting a behaviour pattern we see on other social platforms across Asia, China’s micro-bloggers can’t seem to resist checking Weibo immediately after food:
Weixin (WeChat) users are actively using the platform’s various chat features like text and voice voice messaging , as well as its social networking features like ‘Moments’:
It’s worth pointing out that WeChat is now the world’s second biggest active chat app service, and is still growing at a staggering rate:
Roughly half of China’s population now owns a mobile phone, with each user maintaining an average of nearly 2 active SIM subscriptions.
The ubiquity of mobile devices makes them China’s internet tools of choice, with 81% of the country’s netizens accessing the Internet via mobile handsets:
In line with this, mobile shopping and mobile payment services experienced significant growth during 2013:
Online shopping as a whole is hugely important to China’s economy, contributing almost US$300 million in 2013 alone.
Group buying is particularly popular, and was the fastest growing online activity in China, with a robust growth rate of 69% in 2013.
If you need more numbers, be sure to check our full 95-page report on SlideShare for loads more useful and interesting stats.
And if you’d like to stay up to date with We Are Social‘s reports, thought leadership and social media analysis, you can also sign up for our regular newsletter – just click here and follow the instructions.
Weibo chooses NASDAQ, sets price range for IPO
Chinese microblogging platform Weibo has chosen to go public on NASDAQ with the ticker symbol NASDAQ:WB. The social network has also set its IPO price range between US$17 and US$19 per share, which will raise up to US$437 million for the company.
HootSuite adds features for Chinese microblogging apps
Since adding Weibo and Tencent Weibo to its list of apps in 2012 and 2013, social media management platform HootSuite has now relaunched these apps with added functions and features. These updated apps now allows users to schedule posts and are available in simplified and traditional Chinese. Other added features include managing scheduled posts, news ways to organise users they follow, emoticons and hashtags, as well as the ability to share content from the two microblogging sites onto other social networks.
China’s top 10 social sharing platforms in 2013
According to iiMedia Research, WeChat friends, WeChat Moment and Weibo were China’s top 3 mobile sharing platforms in 2013. The proportion of these top 3 platforms added to a total of 60%, while Facebook only took up 1%. The top social sharing app types in the nation included book & reading apps, news apps, mobile social and e-commerce.
Employees in Asia are strong social media activists
A study conducted by Weber Shandwick across 8 markets in Asia Pacific reveals that employees are becoming increasingly important advocates for companies. The study found that 45% of the 1,075 employees surveyed have shared praise or positive comments online about their employers on social media, while 54% have also defended their employer from criticism.
Facebook dominating social on mobile
The average US smartphone user spends 2 hours and 42 minutes per day on their mobile device. Of that time, 28% is taken up by social apps, up from 24% in the previous year. Facebook and Instagram (which Facebook owns) accounted for most of that – 17% of all smartphone hours went to one of the two social networks.
Social and email are equal for conversation volume
The latest IPA TouchPoints5 data has been released, concluding that we now have as many conversations through social media as via email; 12% of all daily conversations occur through each medium. The research also found that 49% of all adults use mobile phones for activities other than texting or talking, doing so on average for 1 hour 30 minutes per day. Unsurprisingly, younger users were more mobile: 78% of 18-24s use their phone for activities other than texting/talking; they do so for an average of 1 hour 52 minutes a day.
YouTube drives the best quality web traffic
YouTube, Google+ and LinkedIn drive the richest traffic on the web, with Reddit and Stumbleupon at the other end of the spectrum. YouTube, in first place, produced an average of 227.82 seconds spent on the site, 2.99 pages per visit and a relatively low bounce rate of 43.19%.
Twitter looks to expand TV links through acquisitions
Twitter has made two acquisitions that should help expand its relationship with television in Europe: France’s Mesagraph and the UK’s SecondSync. The former works with the likes of Canal+, France Télévisions, M6 and TF1, some of France’s biggest TV channels, while the latter has used its social analytics tools to show the value of Twitter for clients in broadcasting and advertising.
Vine adds private messaging capability
Vine has introduced private messaging, allowing users to share videos and text with one another, away from the view of the public eye.
The cost of Instagram ads
Instagram ads are being touted at a premium price tag, according to an article in AdAge last week. Discussions with several ad execs found that a month’s worth of advertising on the network could cost anywhere between $350k and $1m.
Time to look again at Google+
There have been a couple of pieces in the last week that suggest marketers should look again at Google+. First of all, a Forrester blog post revealed that, in a survey of 60,000 US adults, 22% claimed to use G+ at least once per month, the same percentage as Twitter. Also, in terms of engagement per follower, Google+ far outdoes Twitter, and is closer to Facebook, as you can see here:
We Are Social’s Cristina Forlani also argued in favour of the network. She pointed out its value as an analytics tool and looked to rebut unhelpful comparisons with Facebook. She also mentioned the huge SEO benefits of a platform linked to the world’s most popular search engine.
YouTube pushing stars with TV adverts
YouTube is planning a TV ad campaign to promote some of its biggest stars, after agencies requested a further push to merit their clients’ ad spend. The adverts will feature three YouTube celebrities with over one million subscribers each: make-up artist Michelle Phan, beauty/fashion vlogger Bethany Mota and baker Rosanna Pansino. The below ads will be seen on New York Subway trains.
Line surpasses 400 million users
Line, the Japanese messaging app, has surpassed 400 million users, meaning that it’s added 100 million in roughly five months, as shown in the graph below. Not only that, but these new users seem to really be taking to the service; on 21st March, over 10bn messages were sent in a single day.
WhatsApp processes 64bn messages in one day
If you thought Line’s 10bn messages were impressive, WhatsApp can do even better, processing 64bn messages in one day. The figure accounts for 20bn messages sent and 44bn received; the disparity in the figures occurring as a result of group messaging.
new daily record: 20B messages sent (inbound) and 44B messages received (outbound) by our users = 64B messages handled in just 24 hours.
— WhatsApp Inc. (@WhatsApp) April 2, 2014
Skype growing among millennials
Skype now has 300 million users and is experiencing strong growth among younger demographics, according to the company’s advertising General Manager Lovina McMurchy, who claimed that the platform now reaches 24% of 18-24 year olds worldwide. She said:
While other companies have seen interactions with younger users decline, Skype has seen positive growth numbers in recent years.
Imgur receives $40m in funding
Tech venture capital firm, Andreessen Horowitz, has invested $40m in Imgur. The image sharing platform has traditionally rejected all outside funding while waiting for the ‘right fit’, as CEO and founder Alan Schaaf discussed.
We got along right off the bat. We were actually bouncing off interesting ideas in where to take the product. They actually made sense, which was out of left field.
adidas promotes World Cup with brazuca
adidas is promoting its World Cup sponsorship by creating online content from the point of view of the official competition ball, named brazuca. The product has its own blog and Twitter pages, while a set of video clips will look to produce a ‘ball’s eye view’ of the competition and involve some of football’s biggest names, including Xavi, Manuel Neuer and Dani Alves.
adidas offers free cleats to one US football team
Another adidas promotion in the last week will offer free American football cleats to one US high school team. The sportswear brand hopes that the teams will naturally spread the word about the competition by asking friends to vote, as it’s only other high school footballers who can do so. To ensure that this remains the case, the brand is using Chirpify, which will automatically respond to anybody using the hashtags #adizero and #vote, asking them to provide information that can prove their identity.
Zappos offers style advice through Instagram
Zappos, an online fashion retailer, is offering free style advice through Instagram. When someone posts a selfie with the hashtag #NextOOTD, a ‘professional image specialist’ will analyse their posting history and suggest a Zappos product that might suit.
Marc by Marc Jacobs seeks ad stars in social
Marc by Marc Jacobs is searching for the star of its latest advert on Twitter and Instagram. You can enter simply by posting a picture alongside the hashtag #CastMeMarc, as in the below examples.
— Josh Crews (@joshuacrews) April 2, 2014
— FiremansWomanKM (@firemanswomankm) April 3, 2014
The ‘Breakfast Wars’ go viral
If you’ve been reading the last few mashups, you’ll remember that Taco Bell has been promoting its breakfast menu pretty fervently. The latest addition to the campaign is a set of ads that poke fun at McDonald’s, in which real life Ronald McDonalds give rave reviews of the Taco Bell product. The main video has received over two million views on YouTube.
McDonald’s were quick to respond, though. The below Facebook post, at time of writing, has received over 8,000 likes and almost 2,000 shares.
KFC uses social celebrity endorsement in China
Fast food chain KFC is struggling in China, with sales falling 13% from 2012 to 2013. To address this, the brand has recruited five major celebrities, each of whom will represent a new menu offering in social and compete with one another for likes. Celebrity endorsement has long since been a staple of Chinese marketing – it will be interesting to see how this social version works out.
Presidential selfie was a publicity stunt by Samsung
A recent selfie with Barack Obama, posted by David Ortiz of the Boston Red Sox, was a planned publicity stunt by Samsung. The brand equipped its brand ambassador, known as Big Papi, with a Samsung phone, hoping that the opportunity might present itself, as it did.
— Samsung Mobile US (@SamsungMobileUS) April 1, 2014
However, the White House was unhappy with the above tweet, stating that it objected to the president’s image being used for commercial gain. Ortiz has since denied that he was paid for the photograph.
Cole Haan gets in trouble with the FTC
Footwear brand Cole Haan, has got itself in trouble with the FTC after a Pinterest competition that asked users to post pictures of their favourite shoes with the hashtag #WanderingSole. According to the FTC, the competition hashtag was not sufficient disclosure, though it’s worth noting that the brand received a letter and not an enforcement action.
Indonesian startup brings back nostalgia of developing photos
Claiming it’s not a competitor of Printerous, this Indonesian startup called Pictalogi serves to bring back the novelty of printing photographs chosen across three photo sources. The site allows users to select their images from Facebook and Instagram and collect it into a pre-set photo album and print it.
An interesting and refreshing deviation from how we use real-time methods of sharing our photographs today, as opposed to how photography initially started out to be.
Facebook election tracker for upcoming Indian elections? Sounds social.
Facebook wants to be at the heart of the debate – a debate that involves 814 million eligible Indian citizens surrounding talks of the election candidates for the upcoming Indian national elections. Facebook rolled out its Indian election tracker along with a trend tracker that counts mentions on Facebook for each of the leading politicians and election candidates.
Definitely a good way to hear the voices of the people in light of a large national event.
Let’s quit all the social media rumor-mongering and just #prayforMH370
In light of the recent disappearance of a Malaysian airlines flight MH370 that was en route from Kuala Lumpur to Beijing on Saturday, it is evident that social media has taken over newsfeeds by storm with a mix of both inappropriate and inaccurate reports of the incident. We all know how our friends on Facebook have turned into ‘investigators’, culling information that only to add on to the drama of the investigations. It’s time we stopped, took a step back and remember to socially mention with ethics. Tech in Asia said it well when they wrote on how the usage of social media has spread news of this incident in a way we hope to improve.
Facebook Page organic reach keeps falling
Further evidence has arrived of a decrease in the organic reach of posts from brand pages on Facebook. An analysis of 106 country-level brand pages found that average organic reach dipped from 12.05% in October 2013 to 6.15% in February this year; for the 23 pages analysed with 500,000 fans or more, the equivalent decrease was from 4.04% to 2.11%. If you’re concerned about this change, then read our recommended approach to dealing with the issue.
Facebook redesigns desktop News Feed
Facebook has made a number of changes to its desktop News Feed. After an unpopular dramatic overhaul around a year ago, the social network has played it fairly safe, with a new design that includes different iconography, larger photos, fresh fonts and the presence of story cards, along with a large search bar at the top of the page. The redesign is being pushed out gradually – if you haven’t got it yet, here’s what it looks like:
Facebook Messenger launches on Windows phone
Facebook has launched a version of its Messenger app for Windows phone. The service, which has been available on iPhone and Android for some time, has a 4.5 star rating from users.
Twitter ad revenue increases
Twitter’s ad revenue increased by 110% to $664.9m in 2013. The growth came as a result of a higher number of ads, although the cost of these ads actually fell throughout that time – by 18% in Q4 2013, or 67% for the whole of the year.
Foursquare location data being used to target ads
Foursquare is bulking up its ad offering by partnering with Turn, an ad targeting firm. This will allow the use of Foursquare’s location data in the serving of ads on mobile and desktop, by anonymously matching user email addresses with web cookies.
Getty allows images to be embedded for free
Stock image site, Getty, has added an embed feature, which renders around 35 million images free for non-commercial use. The move, which could radically alter the way in which stock images are used, looks to tackle illegal image use. When an image is embedded, it will automatically appear with full accreditation.
Mondelez partners with Facebook
Confectionery giant Mondelez has announed a ‘global strategic partnership’ with Facebook, amounting to a 52-country ad deal that includes the USA, UK, France, Brazil, India, Indonesia and the Gulf States. Mondelez’s VP of Global Media and Consumer Engagement, Bonin Bough, commented:
For the first time, we’ll be able to incorporate Facebook at the core of our media investment plans. This isn’t just about having a social-media strategy; it’s about digitizing our entire approach to communications.
Airbnb comes to the help of SXSW
Airbnb got in on the action at SXSW by trawling Twitter for those in need of help at the festival and coming to their rescue with more than 100 ‘rewards’, ranging from providing a pair of cowboy boots to furnishing a whole apartment within two hours. This isn’t a new idea for Airbnb, which says it conducts this kind of social media listening and responding all year, usually dishing out five to 10 rewards a week. But it’s certainly put the company in the good books of SXSW attendees over the last few days.
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.