Here are all of the posts tagged ‘social media’.
At some point, almost every marketer will have to deal with someone saying bad things about their brand in social media, regardless of whether the brand actively manages its own social presence.
This can be as simple as someone tweeting that they hate the music in the brand’s new TV commercial, but it might be a critical situation that will have a lasting impact on the business’s bottom line.
Regardless of how serious the issue, though, the most important thing we can do as marketers is to be prepared for such situations before they arise.
The approach focuses on our simple ’3As’ framework:
- Alert: identify potential issues as early as possible
- Assess: determine the severity of the issue, and involve key stakeholders as required
- Act: manage the issue as efficiently and as effectively as possible.
The complete SlideShare deck above outlines the steps, policies and procedures that will help you to ensure you’re best positioned to manage any potential negative issue, addressing:
- How to define your social media community ‘house rules’
- The definition of appropriate roles and responsibilities
- The importance of social media listening
- How to classify the severity of a negative incident
- The difference between a response and resolution
- How to deliver effective, engaging responses that add business value.
- The importance of behaving like a brand concierge
- Ensuring the broader organisation can learn from its mistakes
This document is designed to be a practical guide for preparation as well as live management of any potential issues, so we’re pleased to make it available for free download so that you have immediate access to it wherever and whenever you might need it.
* If you can’t access SlideShare, you’ll find the presentation as a PDF here.
Social media aiding in Typhoon Haiyan aftermath
In the wake of the disastrous Typhoon Haiyan in the Philippines, social media and online mapping tools have been useful in disaster response efforts. For example, the Standby Task Force, a volunteer organisation, has tapped more than one million tweets, text messages and other social media objects to track the unfolding disaster, and to map damage, infrastructure and user needs. Apps are available to enable volunteers to tag tweets or photos to indicate infrastructure damage or population displacements. Filipinos in Manila have also been using social media to rally relief efforts. These social media efforts are in some ways emblematic of the country’s population, just over half of whom are under 25.
WeChat the fasting growing app among teens
We may have read how Facebook is losing out on the teenage audience as baby boomers (their parents) join the platform. A study by Global Web Index suggests that teens are going to other platforms – revealing that Chinese messaging app WeChat is the fastest growing social app used by youths worldwide, followed by Vine and Flickr.
India’s answer to Snapchat: Candidly
Amidst the massively growing popularity of instant messaging apps, an Indian start-up has created an app Candidly, with similar features to Snapchat. Candidly lets users share photos, doodle on them, and send voice messages or brief video clips. There are options allowing the shared content to self-destruct after 10 seconds. Aside from Snapchat, Candidly is up against more conventional messaging apps that are popular in India, such as WhatsApp, WeChat, Line, Nimbuzz, and Viber.
Worldwide social users reach 1.61 billion
According to eMarketer, there are now 1.61 billion monthly users of social networks worldwide – up 14.2% from 2012. This is set to increase to 2.33 billion by 2017, though growth will gradually slow to 7.6%. The highest penetration still exists in the West, with 63.5% in the Netherlands, but the highest growth is in India, with 37.4%.
Facebook trials autoplay videos
Facebook has been trialling new ways to display video in the newsfeed, with ‘autoplay’ features limited to native Facebook videos – other clips, from the likes of YouTube and Vimeo, will still appear as a thumbnail with a play button. Those selected for autoplay will do so when a user scrolls over them – if clicked, they will then expand and unmute.
Facebook simplifies scheduling, allows drag and drop photos for pages
Facebook has introduced two features to make life easier for page admins. First of all, post scheduling has been simplified, with a calendar appearing when the user needs to select a date, along with easier time selection. Additionally, admins can now add photos using the ‘drag and drop’ system already available to other Facebook users.
Instagram launches for Windows Phone, experiments with messaging
Instagram has launched a beta version of its app for Windows Phone – which can take photos, contrary to certain reports. You’ll need to use your native camera app, rather than the Instagram app itself, but it can be done. The app is still lacking video, however. This comes amidst news that the network is planning to expand its offering by introducing private messaging and even experimenting with group messages.
Five countries account for half Twitter’s MAUs
Half of Twitter’s monthly active users come from just five countries – the USA, Japan, Indonesia, UK and Brazil. 24.3% come from the USA, followed by 9.3% in Japan and 6.5% in Indonesia. The UK and Brazil follow with 5.6% and 4.3% respectively.
Twitter introduces TV conversation targeting
Twitter has introduced a new form of ad targeting, which allows brands to show ads to people tweeting about a particular programme. The system is available through Twitter’s self-serve ad tool, meaning it’s not limited to just big brands. The move seems to make sense, and the network produced two pieces of research last week to support it. One study showed that the cost per incremental acquisition is 36% lower for TV and Twitter advertising than in TV alone.
Moreover, TV ads and Twitter paid media produce 8-16% more sales than TV advertising alone, according to analysis of 30 US Consumer Package Good brands.
Vine adds 19 new languages
Vine is looking to expand into new markets with 19 additional languages. There’s Filipino and Polish for Android, while both Android and iOS receive (deep breath): Danish, Dutch, Finnish, French, German, Indonesian, Italian, Japanese, Korean, Malay, Norwegian, Portuguese (Brazil), Russian, Spanish, Swedish, Simplified Chinese, Traditional Chinese, Thai and Turkish. And exhale.
LinkedIn has two new features
LinkedIn has introduced two new features: Showcase Pages and Talent Updates. The former essentially allows brands to segment and display content for specific audiences in addition to their main brand pages. The latter is a recruitment tool; when brands share talent updates to their followers, these will appear in users’ feeds – those who engage can then be contacted by the company with a view to being hired.
Pinterest create ‘Place pins’
Pinterest has released a new feature: Place pins. These allow users to add a location to every item pinned, which allows for the production of maps that function as guides to cities or other locations. People have already started doing some interesting stuff with the feature, such as Time Out’s guide to Christmas in London or the below map of Hong Kong.
All go in the world of Snapchat
Snapchat is reportedly seeing more images uploaded each day than Facebook. The disposable photo-sharing app now sees 400 million ‘snaps’ a day, according to CEO Evan Spiegel, up from 350 million in September and 200 million in June – that in comparison to Facebook’s 350 million photos uploaded globally each day. Spiegel also revealed some demographic information on the network: 70% of its users are women. All this information could come in useful to those looking to invest, with chinese web giant Tencent rumoured to be interested; in fact, it has emerged in the last week that it has already got in there, as an unnamed minority participant in Snapchat’s last $60 million round of funding.
Foursquare opens ad space for brands without a location
Foursquare is welcoming advertising from brands without a location, with Mastercard set to become the first. The move sees the network look to expand its ad revenue and could well be successful, given the whole new realm of brands opened up to advertising on the platform.
Google updates Hangouts and iOS7 G+ app
Google has made some alterations to Hangouts, rendering them more suitable for the workplace. The feature now supports a global address list, as well as settings that allow privacy to be limited by country. Finally, there is 24/7 support available, just as with Google’s Talk product. Meanwhile, the new Google+ app for iOS7 has an interesting new feautre: the ability to upload Camera Roll photos and videos to the cloud, allowing the app to function as a cloud storage device.
KLM’s socially-inspired in-flight gift service
Dutch airline KLM has created a gift service named Wannagives, which allows people to select and purchase in flight gifts online. Nick Botter, KLM social technology manager, has stated that the system was inspired by a huge number of requests via social media for something of its ilk.
Birds Eye allow consumers to trace their food’s origin
Food manufacturer Birds Eye has created a Facebook app that allows users to trace the origin of their frozen peas. Traceable packs will include a unique code that allows users to see where their peas came from, along with video content about the process from farm to freezer.
Jaguar and We Are Social launch F-TYPE Coupé with #FromTheShadows
The new Jaguar F-TYPE Coupé was unveiled last week in Los Angeles, with We Are Social providing a social media campaign to celebrate. In the build up to the event, a hidden code could be entered into the website to display exclusive content around the car; since its release, a Tumblr has been created to exploit the hashtag #FromTheShadows.
Lexus reveals two cars on Vine
Lexus has revealed two of its latest cars on Vine: the Lexus RC sports coupé and Lexus LF-NX turbo compact crossover SUV concept. After asking followers to tweet with the hashtag #LexusInTokyo, they chose two tweets to respond to with the images, becoming the first automotive brand to launch a model via Vine.
Pepsi Sweden get burnt by voodoo
Uh oh, Pepsi. When Sweden played Portugal last week for a place in the World Cup, Cristiano Ronaldo was highlighted as the latter’s danger man. As such, Pepsi Sweden created some posts showing a Ronaldo voodoo doll, which then had its head crushed by a can, amongst other things. There was an online backlash, particularly in (you guessed it) Portugal, with a Facebook page called Nunca mais vou beber Pepsi (never drink Pepsi again) receiving almost 200,000 likes. That’s all for this week, so I’ll leave you with one of the images that caused so much anger.
Pinterest to launch Japanese version
According to its company blog, Pinterest will launch a Japanese version of its pinboard-style photo-sharing site. Japanese e-commerce giant Rakuten announced it would lead a $100 million funding round for Pinterest. The Japanese version will include exclusive localized features like a hair-styles sub-category, paper crafts, and more. According to Alexa, Pinterest is more popular in Canada and US, where it ranks 12th and 13th based on a combination of average daily visitors and page views, while it ranks 239th in Japan. Rakuten is likely to use Pinterest to drive traffic to its e-commerce site, which will be a new way for brand and consumer interaction. A study shows that Pinterest users have greater potential on spending money online than the average Facebook users. The official launch date of Pinterest’s Japanese version is announced, we will be keeping an eye on it.
Sina Weibo has 60.2 million daily active users
In Sina’s recent Q3 earnings report, Weibo has 60.2 million daily active users, up 11.2 percent. This is a larger jump than the 8.3 percent growth in Q2. Modelling itself after the huge popularity of chat apps, weibo is introducing its mobile-oriented subscriptions to brand/celebrity accounts, as reveal by Sina CEO, Charles Chao. According to Chao, it will be “an important experiment to convert Weibo from a social media platform to social media and a service platform.”
WeChat has over 2 million global official accounts
Chinese social media giant Tencent, has over 2 million official accounts and 272 million monthly active users on WeChat. WeChat’s monthly active users has jumped from 15.3 percent to 124.3 percent as compared to the previous year. Tencent states that its main user-base as Mainland China, but has 100 million overseas registered users. QQ had been the most popular instant messaging app in China before WeChat’s growth in popularity.
Here are some takeaway points from Tencent’s Q3 2013 earning report:
- QQ instant messenger has 815.6 million monthly active user accounts.
- Peak number of simultaneous QQ users: 178.2 million.
- Monthly active users on QZone – the Facebook-like network strongly inked to QQ – hit 623.3 million, up just 0.5 percent from Q2.
US women are social shoppers
Research into the shopping habits of 1,005 US women has found that 28% consult a social platform before making a fashion purchase. The figure was higher among 18-24 year olds, of whom 83% use social for inspiration and advice. Fashion blogs and message boards were most popular among the younger segment and used by 63%, followed by Pinterest (58%), Facebook (54%) and Instagram (49%).
Facebook brings ‘contact via phone number’ to Messenger for iOS
Facebook has brought its ‘contact via phone number’ feature to its latest iOS Messenger app, as well as all Android phones – previously it was available to just a few Android users. The move sees the network target communication beyond people’s Facebook friends, putting it into further direct competition with other chat apps and SMS.
Twitter releases self serve ads in UK, Ireland and Canada
Twitter has further rolled out its self serve ads by including availability for small and medium sized businesses in the UK, Ireland and Canada. The system allows users to bid on keywords/hashtags, promoting either an account or an individual tweet and being billed only when a Promoted Account receives a new follow, or someone performs an action on a Promoted Tweet. In the UK, the system is in partnership with mobile provider O2, which is providing benefits for those using the tool including a monitoring tool and a £50 ad credit.
Twitter improves mobile ad targeting
There’s another update to Twitter advertising, too: the company is allowing advertisers to target mobile users based on device, operating system or WiFi connectivity. Considering 76% of Twitter users access via mobile, the tool could well be a very useful one.
GIFs on Twitter?
Huzzah, GIFs on Twitter! For the first time, GIFs can appear animated when embedded in tweets. You still can’t post them natively, but the network has partnered with Giphy, allowing you to share GIF files from Giphy’s website.
Twitter brings alerts to UK and Ireland
Twitter is rolling out ‘alerts’, the system whereby users can subscribe to directly receive important information from emergency services, throughout the UK and Ireland. There are 57 different accounts that will have access to the feature, including all 47 UK police forces.
Pulse integration replaces LinkedIn Today
After purchasing Pulse for $90m in April, LinkedIn has announced increased integration that will replace the ‘LinkedIn Today’ feature. The new system will provide personalised stories for any user who logs in, which they can then share with the rest of their network. There are also updates to the Pulse mobile app, including the ability to log in using your LinkedIn account. This allows Pulse to take a user’s professional interests/who they follow on LinkedIn into account and display more relevant content as a result.
Pinterest introduces APIs & new languages, each pin worth 78 cents
Pinterest introduced APIs last week, allowing a select number of partners to embed pins in their sites, which can then be pinned by users directly. Jason Costa, developer relations at Pinterest, said of the feature:
If someone’s looking for Thanksgiving recipes on AllRecipes.com, they’ll see the most Pinned recipes from the site on the homepage. Or, they could go to Zappos.com to see which shoes Pinners covet most. You could use these APIs to show popular products on your homepage or to curate your top articles and other content on Pinterest at any given time. The Pins will regularly update, so you can always see what’s trending.
Some pretty big names are already involved, including Nestle, Walmart and Disney. It could be good news for them, too, as research has come out that suggests each pin is worth on average 78 cents in sales, up 25% from Q4 2012. Each pin also produces two site visits, six page views and ten repins, making it more viral than Twitter. The network is looking to further capitalise by expanding into four new Scandinavian markets; it has introduced language compatibility for Danish, Swedish, Norwegian Bokmål and Finnish.
American Express and Foursquare offer $50 ads vouchers
American Express has partnered with Foursquare to offer $50 Foursquare ad vouchers to small businesses in the US. The offer is available to any small business running their first ad through the platform.
Can Snapchat bring in ad revenue?
There’s an interesting piece in AdAge this week, which discusses Snapchat’s ability to bring in ad revenue, having rejected a $3bn takeover bid from Facebook. It discusses the network’s reach, with 350m snaps sent daily, but also points to its lack of data, due to its inherent privacy element. Snapchat CEO Evan Spiegel mentions a couple of potential revenue streams, including in-app purchases and native advertising, while the article also looks at brands already using the platform, including Taco Bell and the New Orleans Saints.
Sony and Facebook making PlayStation social
Sony has announced a partnership with Facebook, which looks to make its latest PlayStation console, the PS4, more social. Users can log in to the system with their Facebook account, allowing use of profile pictures and real name, along with the ability to share achievements or records across Facebook’s network.
O2 reward fans who ‘refer a friend’
Mobile provider O2 is launching its ‘refer a friend’ scheme in the UK, having already done so in Germany. The system offers £20 Amazon or M&S vouchers to people who recommend or share the company’s products on social networks, with a view to one day providing cash rewards.
#UncoverPhilips new logo through social
Technology brand Philips is asking fans to uncover its new logo through social media. For each user who ‘claims’ a pixel, more of the image becomes visible, until the new logo is available for all to see.
Panasonic appoint We Are Social for campaign support
Tech firm Panasonic has appointed We Are Social for creative campaign ideas, including product launches and above-the-line support. We Are Social’s own Sarah Oliver said of the move:
Panasonic has a strong brand and huge social potential. It has big ambitions for its social media activity and we’re looking forward to working closely with their team to deliver some truly creative and effective campaigns.
Brands show how to do Twitter community management
A number of brands teamed up for a brilliant Twitter conversation last week, all kicked off by Tesco mobile. They received the following from a fan:
They responded with the following, starting off a conversation:
Yorkshire Tea then got involved:
It ended up with plenty of other brands, including Jaffa Cakes, Cadbury and Phileas Fogg. The whole thing received a fair amount of press coverage, and shows the power of good community management.
Sachin Tendulkar posts most ever RTed tweet in India
Indian cricket legend Sachin Tendulkar retired last week and ended up posting India’s most RTed tweet of all time. To date, it’s received over 16,000 RTs and 10,000 favourites.
I am really touched with #ThankYouSachin messages. Your support all these years have inspired me to give my best.
— sachin tendulkar (@sachin_rt) November 13, 2013
Social media plays a spectrum of roles in daily life. But how is it different from sending an email, or dialing a phone? You could say that they all started by providing a common function: by allowing convenient and accessible communication. As platforms like Facebook gained momentum, however, the social comms component evolved to provide another value. What was formerly used as an alternative for face-to-face, just like emails or phone calls–evolved to become a canvas for establishing, reinforcing and redefining concepts of self-identity. Even amongst unfamiliar faces, it’s important that we represent some parts of who we are. Online, social media has evolved to require just that. No longer are these platforms solely about speaking with people you know, or perhaps even want to know on a personal level.
Social media has become a platform for the performance of personal identity–a value that is inscribed in its primary value as a means for conversation.
As such, it’s no surprise that TescoMobile’s recent Twitter conversation went viral. It’s crucial to recognise that this conversation started out as one that could have easily been as mundane and insignificant as overhearing a customer service call over the phone.
This conversation went viral precisely because that’s not what happened at all. While the customer’s (somewhat confusing) gripes were addressed early on, that only served as a springboard for TescoMobile to launch into a highly engaging conversation with the dissatisfied customer’s ‘whistle blower’, Riccardo Esposito.
Instead of merely thanking Esposito for ‘bringing this to our attention’ (yawn), TescoMobile framed their appreciation in the context of playful banter. The quirky and captivating tone of voice keeps Esposito engaged, and before long, multiple brands are involved in this strangely spectacular performance of delightful creativity and imagination.
While the conversation effectively steered the topic away from the initial complaint, the brand gained most from its ability to balance humour and humility with effortless finesse.
In the end, this humorous, tongue-in-cheek narrative was never about managing customer service, or even about improving upon common marketing metrics like response time, conversions or engagement rates.
This conversation is ultimately about the magic of social media. It exemplifies how the measurable qualities of clicks and impressions are always underwritten by an ineffable chemistry, the odd science that can make or break the relationship between an audience and a brand.
What this conversation suggests, is ultimately a case for the importance of identity in conversation. When brand messaging sounds more like a friendly chat; when tone of voice hints at totems of personal identity; when brands aren’t afraid to wear their hearts, hopes and humanity on their sleeves–perhaps that’s when a passive fan becomes a loyal friend.
If you need proof, take a look at Twitter reactions to TescoMobile below:
Twitter expands its reach in India by partnering with Airtel
With no extra charge, subscribers of Airtel Digital TV in India can soon start tweeting whilst enjoying their favorite TV show or viewing tweets related to it. The tie-ins of Twitter and TV providers around the world has been making headlines for quite some time, which is often referred to as an indication of the emerging second-screen phenomenon. With an user base of 15 Million people, the invasion of Twitter into the digital TV platform in India seems inevitable. In fact, it’s a win-win situation for both parties as Twitter can enrich its revenue stream through TV ad placement whilst Airtel can benefit from the promotion of its additional internet services. How are the Airtel subscribers taking this? Well, we would be keen to hear your thoughts on this.
2 in 3 e-shoppers in India are influenced by social media
In a consumer survey conducted by Frost & Sullivan recently, it’s revealed that over 67% of Indian online shoppers refer to social media before making their purchase. Moreover, 40% of web users aged 18 -35 who took part in the study admitted that they once acquired items after seeing them in a social networking site. In essence, the widespread adoption of smartphone and feature phones has significantly transformed the decision path of Indian consumers by allowing them to get online and stay connected more easily. Companies who embark on this journey and make social media work to their advantage are definitely reaping the benefits.
Line’s stickers turned into dramatic mini-soap operas in Taiwan
Last month, we wrote about how Line tried to compete with WeChat by offering the fun series of Wandoujia stickers in China. Perhaps it is hard to beat the giant that WeChat has grown to become, but the Japanese chat app’s popularity is hinted everywhere in Taiwan: on billboards, in subways, at night markets. Interestingly, Taiwanese fans have gone the extra mile to demonstrate their addiction to the cute stickers by creating funny mini-soap operas out of them. If you’re a huge fan of these animated characters who can read Chinese, check them out!
91 Million social media users in India by end of 2013
It’s estimated by IAMAI, the Internet & Mobile Association of India that the number of social media users in the country will touch the 91M hallmark by the end of this year, reflecting a growth rate of 17% from June. Facebook which enables users to stay in touch with friends, publish content, as well as search for contacts would remain as the most popular platform with a penetration rate of 96%. The promising outlook for social media can be attributed to the influx of affordable smartphones as well as mobile data plans in India. Interestingly, “non-working women” is predicted to be the next segment to be swept along by the social media stomp.
Berocca to make cool easy in Singapore
Berocca is looking to make it easier to be cool for teenagers in Singapore, by creating a desktop widget that compiles interesting content from around the web. Users can then be the first to share this on their own social presences, hopefully upping their own status.
The growth of mobile use for UK internet and shopping
The UK is becoming increasingly mobile as a market, after a study last week predicted that 57% of the country’s internet users will get online via a mobile in 2013, compared with 40% in 2012 and 20% in 2011.
Once online, m-commerce is key for segments of the UK mobile community. 10% of UK consumers use a smartphone as their main shopping method, while 22% make purchases on their phone. This makes Britain the European market leader, with 15% of Germans making mobile purchases, followed by 8% in the Netherlands and 4% in France.
Social referrals growing across the board
Shareaholic released its social media traffic report last week, with positive news for many social networks. Pinterest remains a surprisingly important source of traffic, second only to Facebook. The top three networks, Facebook, Pinterest and Twitter, increased their referrals by 55.81%, 66.52% and 54.12% respectively and now together account for 15.22% of all traffic to Shareaholic’s publishers. YouTube and LinkedIn also increased their share (by 52.86% and 34.51%), while Google+ remains a relatively unimportant source with a cumulative 0.04% figure.
47% of US advertisers to up social spend
A spring survey of US advertisers found that there are set to be increases in a large number of social budgets.
Facebook ads performing well
Facebook ads are up on all key performance indicators, according to global analysis of 85bn ad impressions. From Q2 to Q3 2013, click volume increased by 14.4%, conversion rate went up 2.36 times, revenue up 2.16 times and return on investment up 3.04 times.
Facebook allows retargeting through newsfeed ads
Facebook has released a new method of ad targeting, which allows advertisers to directly retarget people who have visited their site or app through native ad formats in the newsfeed. This means that retargeting can now take place not just on desktop but also mobile, where ads appear only in the newsfeed and not via the page sidebar – it’s the first time that such a system has been in place for mobile devices.
FBX adds Google, offers very cheap impressions
Facebook has added Google’s DoubleClick Bid Manager to its ad exchange, FBX, which allows real time bidding and traditional display ad retargeting. This could well be big news, considering the huge number of advertisers using the system.
In other news, it has become apparent that ads can bought very cheaply through FBX. In fact, 50% of impressions cost less than or equal to US $0.50, as shown in the below graph.
Twitter ups US revenue, but slows on growth and may close #Music
Twitter has announced an increase in its US revenue, leaving it likely to hit $500mn for the year. The first nine months have seen revenue of $422.2mn, up 106% year on year – suggesting strong figures ahead of the platform’s mooted IPO. However, it’s not all good news for the platform, as its growth has slowed to 6.13% in Q3 2013, down from 10.6% for the same period in 2012, as shown in the below graph. It’s also planning to close its mobile #Music app after just six months, with its market share dropping month on month.
Twitter introduces scheduled tweets
Twitter is looking to emulate Facebook by introducing the ability to schedule updates. Previously, Twitter users could schedule tweets by using a client such as Hootsuite or Buddy Media, but the ability is now on offer to users of Twitter’s Ad products directly through the native platform, and applies to both promoted and organic tweets. For more details, see our blog post on the subject.
Receive Twitter DMs from any user
Another Twitter update, this time to its direct messages. Previously, you could only receive DMs from users you follow, but this has all changed with the ability to receive them from any user. The system could well be useful for brands, who can now receive such messages without having to follow each individual consumer.
Twitter’s new Android app and sketching
Twitter has also released a new app this week, its first for Android tablets. The most interesting development allows users to ‘sketch’ a tweet using their device, then upload it to the network. Announced, naturally, in a tweet, a particularly pleasant response came from Samsung.
— Samsung Mobile US (@SamsungMobileUS) October 10, 2013
It’s not yet clear whether this is to be rolled out across Twitter for other devices, but if so, it would be considered a major change in the platform’s functionality.
The social features of Microsoft’s XBOX One
One of the major releases planned for the next generation of consoles, Microsoft’sXBOX One is set to have a decent number of social features, including community achievements, a Twitter-esque ‘feed’ and the ability to follow professional gamers. More details are included in this video:
Vine-based TV ads by Mountain Dew
Drinks brand Mountain Dew is launching a set of Vine-based TV ads. These will show on NBC Sports and ESPN during Nascar, and can hardly be less interesting than watching cars go round in circles for hours on end.
Tide using Vine for Halloween
Detergent brand Tide has been using Vine this week, too. It is planning seven separate short videos for Halloween, each around a different spooky theme.
— Tide (@tide) October 18, 2013
Jose Cuervo’s #PartyAnimals ‘Howl’ app
Jose Cuervo has launched a ‘Howl’ app under its #PartyAnimals theme, which uses SMS technology to allow users to create a ‘pack’ of friends. When on a night out, users can then ‘howl’ to their entire ‘pack’, or ‘text’ all their ‘mates’. It sounds good to say ‘howl’ and ‘pack’ though, so go Jose Cuervo.
We Are Social create #MoetMoment
We Are Social has created a global social campaign for Moët & Chandon, under the hashtag #MoetMoment. Users upload images or memories of moments that they deem worthy of a bottle of the champagne to Instagram, Twitter or Tumblr using the hashtag, with the best each week receiving a golden Magnum of Moët Impérial.
ASOS send discount codes on Snapchat
Online fashion retailer ASOS used Snapchat to send customers 10 different discount codes, each of which disappeared after 10 seconds, requiring users to either screengrab or write them down quickly. They also tweeted the following to push people to the promotion:
Er, hello @Snapchat! Yeah, we’re totally on there… and we have some secrets to spill. Get following ‘ASOSFashion’
— ASOS (@ASOS) July 3, 2013
C&A Brazil promote partnership with Instagram campaign
C&A Brazil is launching an Instagram campaign to celebrate its partnership with Roberto Cavalli. Based on the idea of ‘Cavalli rules’, fans are asked to post a photo to the C&A account with the hashtag #loucasporcavalli (#prayforcavalli) explaining how they interpret said rules. The best will be selected to win an invitation for the Cavalli collection’s pre-sale event, a book about Cavalli and a C&A gift card.
Carphone Warehouse’s #OnceInABlueMoon
UK mobile phone retailer Carphone Warehouse is promoting the launch of the new HTC One Vivid Blue with a Twitter campaign called #OnceInABlueMoon. Users are asked to tweet moments in their own lives that fit the hashtag, for the opportunity to win one of the new phones.
Unicef’s #emptyplate campaign for World Food Day
Global charity Unicef created a campaign for World Food Day that aimed to highlight hunger by playing on the tendency for people to post images of their food online. It asked Instagram and Twitter users to instead post an image of an empty plate, hoping that this will raise awareness of those going hungry across the world.
British Gas and the art of the social fail
UK energy company British Gas hiked their prices by 9% last week. Now, this is something that Twitter might just have had something to say about, but the company meant and made it a whole lot worse by offering them a hashtag to use. Offering people the opportunity to #AskBG, they received a number of hugely negative comments, as discussed in our blog post from last week. As if this wasn’t bad enough, they then chose to promote Facebook updates just as the conversation was dying down, highlighting themselves to a whole new audience and bringing on fresh criticism. Like many of their customers may be driven to this winter, all they ended up doing was feeding a dying fire.