Here are all of the posts tagged ‘Spotify’.
Almost Confirmed: Consumerism Found on Mars
Following NASA’s announcement, a flurry of content has been released by brands. The folks at 20th Century Fox were particularly reeling with jokes, premised on their upcoming film, The Martian (For the Curious Cats: Did NASA time its Mars announcement to coincide with ‘The Martian’?). Also spotted was Matt Damon, toasting to a liquid diet. The Facebook video received close to 40K views within hours.
— The Martian Movie (@MartianMovie) September 28, 2015
Also chiming in was Lego, Papa John’s, Intel and the Internet in general.
— Intel Malaysia (@myintel) September 29, 2015
Back in Asia, mentions of the discovery exploded on Twitter.
Water has finally been found on Mars and yet Liverpool still haven’t won the Premier League.
— Football Funnys (@FootballFunnys) September 28, 2015
NASA found water in Mars yet I haven’t found a boyfriend
— janelley (@janellejacq) September 29, 2015
Hearing all the Mars news from NASA makes me wanna watch Interstellar again
— Naim Wade Lerman (@NaimNaimi) September 29, 2015
@ngkabra men are from mars. water on mars = dilution of male authority, erosion of male dominance. water on mars = hillary for president!
— mahatma gandalf (@narayan140) September 29, 2015
Water in #Mars Skeptical that NASA workers are real human beings!
— Varun (@varunranganath) September 29, 2015
There there, Liverpool fans.
Spotify Hongkong Launches First Gig Series in Style
With over 20 million subscribers, Spotify is a household name in the online streaming industry. Now the company has taken music offline, in a suspicious move toward world domination.
Found the Sound is the brainchild of Spotify and Fashion Walk – delivering live music for shoppers at Causeway Bay, Hongkong. Sunita Kar, Managing Director of Spotify Asia, explained how ‘music and lifestyle go hand in hand’. The event series allows engagement with Hongkong shoppers, as well as the delivery of experiences beyond a digital platform.
With an emphasis on lifestyle and experiences, Spotify has taken a page out of social thinking. It is people who make brands social, not platforms.
Messaging app Line to launch a personal finance tracking service
Japanese messaging app, Line, is reportedly launching a new service that would help their users track their personal finances by spring 2015. Users will be able to add their bank’s official account to the friend list and verify a bank account. They will then receive notices from their bank when money is deposited or withdrawn. The service will only be available in Japan when it launches.
Daum and Kakao merge, putting them head-to-head with Naver-Line
Following an initial announcement back in May, two of Korean’s strongest players in the mobile space, Daum Communications and Kakao, have completed their merger. The new entity is valued at close to 10 trillion won (SGD 12 billion). The newly merged firm, called Daum Kakao, will work towards a vision where they “Connect Everything”.
The final day of the 2013 iMedia Agency Summit packed in a host of useful sessions; here are some of the highlights.
Sunita Kaur, Spotify
Sunita stirred the audience with a glorious statistic: “Family and music are the two things people around the world can’t live without. In Europe, research shows that people value music more than they value sex.”
Ant Hearne, Outbrain
Ant began by asserting that content is the glue that brings the internet together, and shared some of his favourite examples of content marketing, including American Express’s OPEN Forum, General Electric’s collaboration with The Economist, and Red Bull Stratos. He went on to assert that 8 out of 10 people will take action on behalf of brands they admire, noting (with some help from Edelman) that content can play a big part in driving this admiration and connection, especially amongst youth audiences:
However, Ant stressed the need to make sure people understood what was authentic content and what was merely camouflaged ‘brand propaganda’. He added that the brands that will win in a content age will plan around influence, and not interruption. Ant concluded with his 5 pillars of Effective Content Marketing:
- Audience Value
Client Marketer Panel
One of the richest sessions of the day was a panel featuring Laura Ashton, Vice President, Head of Marketing at Philips Lighting; Frederique ‘Freddie’ Covington, CMO Lead, Asia Pacific at Microsoft, Neil Gardner, CMO, APAC at AIG, and hosted by Yean Cheong of IPG Mediabrands.
Laura began by asserting that agencies need to put themselves in their clients’ shoes more often, and spend more time thinking about what will add value to their businesses, not just the agency’s awards submissions. However, she balanced this by saying that it was often difficult for marketers to choose the best route, citing the “tyranny of quarterly results” as one of the toughest parts of the client-side job.
Neil Gardner shared his belief that technology and tools are “eating up” a large part of the media industry’s offering, and that disintermediation appears to be accelerating. Freddie affirmed this, stating that Microsoft is increasingly looking to build agency skillsets in-house, and as a result, the agency’s role needs to evolve into a value-add “creator and curator of opportunities”.
However, all acknowledged that there’s a distinct ‘digital divide’ amongst client-side marketers, separating those who have already embraced all things digital, and those who continue to be scared and skeptical. One way to tackle this is to bring digital into the planning process much earlier so that digital elements can be woven into the broader value offering, rather than continuing to be a last-minute bolt-on [sadly, many of the delegates still feel that this is the way many brands operate, even after 15 years of digital marketing].
Another big step will be to make sure that data plays a more integral part in planning; “Advertising isn’t just about Don Draper anymore,” Freddie said; “we need the Chief Data Officer too. That’s not to say that the creative isn’t vital of course; it’s just that data can help the creativity work a lot harder.” Laura added that Big Ideas are all very well, but agencies must demonstrate how they’re adding to the P&L. “Big Ideas need to be accountable, not just creative,” she concluded.
This means agencies need to hire new kinds of people too: “Agencies can’t rely on the Fine Arts grads anymore,” Laura observed; “you’re going to need tech and data experts too.”
However, the panelists went on to say that staff consistency is key to building enduring client relationships, and agencies are struggling to keep their best digital talent for long enough. Freddie highlighted that part of this may be down to staff review processes: “The ‘annual review’ is totally out of date. Digital pioneers tend to be younger, and they’re hungry and ambitious. They’re not going to wait 12 months for a review; we need to be guiding them and mentoring them at least every 3 months.“
We need more training for senior marketers too. Understanding the tools and the tech is one thing, but Neil also thinks it’s a matter of softer skills. “Young people today don’t think and behave like they did 30 years ago [when most senior marketers were that age].” We need to cater to today’s needs and wants, not to our past dreams.
Freddie also asserted that, when it comes to making better use of digital, we need to stop trying to adapt existing paradigms, formats and approaches: “Stop making analogies to old-school marketing, and focus on today’s ROI and results.“
Vikas Gulati, Vserv
Vikas made the superb point that “many Asians have only ever experienced the web on mobile, so we need to (re)design experiences specifically for them, instead of trying to adapt legacy approaches and structures.” He went on to add that the ‘3Rs’ – reason, relevance and richness – are key to engaging with people in mobile, and that brands need to deliver a more wholly integrated experience. He also noted that local language and cultural aspects are critical, especially in emerging markets where fluency in English is often very limited.
Vikas also highlighted that diversity of technology is a critical factor around Asia, with more than 2,000 smartphone models currently on sale in Asia’s emerging markets alone. Because of this, brands need to be platform agnostic; today’s marketers need to think less about native apps, and more about the fluidity offered by technologies such as HTML5.
He concluded by noting that analysing mobile data doesn’t just mean collecting media data; marketers need to get a better understanding of actual usage behaviour too, and find ways to innovate and disrupt for the audience’s benefit. By collaborating with partners across the mobile ecosystem, brands and agencies have a better chance of delivering lasting, meaningful results.
Meera Chopra, Vuclip
Meera noted that in emerging markets, many people are still sharing links to content via SMS. On Her company’s platform, 20% of all video sharing takes place via text message, which has even more significance when combined with the fact that 60% of women in India use their mobile phone as their primary source of entertainment.
Revolutionising The Agency Of Tomorrow
The Summit concluded with two presentations on how agencies can innovate structures and approaches to be better suited to the opportunities of tomorrow.
Mike De Souza of Mobext began by challenging delegates with a stark observation:
— imediasummitasia (@iMediaSummit) August 28, 2013
Mike went on to qualify that the reason the old model is broken is that traditional agencies have become too big; “we’re huge multinational hierarchies. We’re risk averse, and we’re too focused on content rather than audience utility.“
One reason we’re failing to deliver more utility is that agencies are still too focused on outbound marketing, rather than looking at a more holistic approach to adding value across our clients’ businesses. Mike remarked that “creativity shouldn’t just be about producing a narrative; it should be about the innovation of systems and value delivery too. We’ve got to move away from the reassuring safety of our traditional templates and formats; we need to stop thinking about making people want things, and shift our approach to making things people really want.“
Mike went on to say that collaboration will be key to future success, whether that involves working with different client teams to create new kinds of value, or it’s about collaboration between specialist agencies that can offer new, distinct value. His advice is to search for “people with similar enthusiasm but diverse skills.“
Mike concluded with a sage piece of advice from Seth Godin:
“As we get more experienced, we get better, more competent, more able to do our thing.
And it’s easy to fall in love with that competence, to appreciate it and protect it. The pitfall? We close ourselves off from possibility.
Possibility, innovation, art–these are endeavors that not only bring the whiff of failure, they also require us to do something we’re not proven to be good at. After all, if we were so good at it that the outcome was assured, there’d be no sense of possibility.
We often stop surprising ourselves (and the market) not because we’re no good anymore, but because we are good. So good that we avoid opportunities that bring possibility.”
Ben Poole of MEC wrapped things up by challenging agencies to rethink the way they structure themselves and their teams. He asserted that ‘big agency bureaucracy’ was the greatest threat to the survival of our industry, and that we desperately need to innovate and disrupt our traditional ways of thinking and doing.
A big part of this, Ben contends, involves rethinking the way we reward people. He questions whether financial incentives are really the best way to motivate creative people, especially when it comes to newer, more innovative disciplines like Creative Technologists.
However, the most important challenge is for agencies to help their clients to change. We’ll need to make marketers more uncomfortable, he says, and find better ways to help them deliver new value. Relationships and trust will still be critical of course, but if we’re to survive as an industry, Ben believes we need to be far more provocative.
I’ll leave you with a great diagram from Mike De Souza that may help to inspire some provocations of your own. Until next year…
In US and Europe, more tweets come from mobile than PC
The increasing adoption of mobile web has continued to have a significant impact on the online behaviour of internet users. Using a study conducted by Strategy Analytics, TheNextWeb proves that this has clearly remained a trend amongst Twitter users as well. The survey compared how 6,500 Twitter users in the US and Europe used the platform between March and October of 2012. The findings showed that mobile users increased from 56% to 71% during the period. Of these users, mobile phone users increased from 53% to 64%, while tablet users doubled from 9% to 18% of the respondents. Meanwhile, users who tweeted through desktop or laptop computers declined considerably, from 77% down to 64%. TheNextWeb notes that this trend may continue to unfold given the sharp drop in PC sales in the last year.
Urban netizens in China have a vast appetite for digital content
A recent report by eMarketer suggests that a vast majority of netizens in metro China are keen on digital content consumption. Based on a survey by KPMG, the findings indicate that social networking and streamed music constitute the highest share of digital activities, each claiming a response rate of 72%. These activities are followed by downloaded music (68%), streamed online films (67%) and accessed news (61%).
In fact, internet users in metro China surpassed those in other metropolitan areas across the globe when it came to music and international news. The highest number of respondents indicated they had accessed music content in urban China (77%), followed close behind by metro Brazil (75%). While 69% of internet users in urban China accessed international news through digital media, Singapore came second–this time at a considerable margin of 58%.
Spotify launches in Singapore, Malaysia and Hong Kong
According to TechInAsia, Spotify has launched in three markets across Asia: Singapore, Malaysia and Hong Kong. As these are the first steps into the region for the music streaming giant, many questions were abound regarding the decision to come into these Asian markets. After all, the platform already claims 24 million active users across 23 different markets, with a whopping total of one billion playlists created. Spotify’s Sriram Krishnan indicated that Asia had actually been in sight all along–it only took a while to launch in the region because they had to tune it correctly “for this part of the world.” Although Spotify will face a local competitor called KKBOX, TechInAsia notes that Chinese-language music constitute the majority amongst the songs offered by the Taiwanese platform.
Smartphones help drive users to Facebook in US
A recent study conducted by International Data Corporation (IDC) has illustrated how smartphones are encouraging Facebook users to visit the platform more often than before. As noted by eMarketer, the findings suggest that 74% of the respondents in the 18-24 age bracket used their smartphones immediately upon waking up in the morning. A whopping 89% of the participants claimed to use their smartphones within the first 15 minutes of their day. The overall results amongst all of the respondents show that the numbers did decrease but only slightly. Even amongst the 18-44 age bracket, 62% of the participants reported using their smartphones immediately, with 79% of smartphone users taking to their devices within 15 minutes of waking.
IDC also found that amongst these smartphone users, Facebook usage through mobile constitutes an average daily engagement time of 32.5 minutes overall. Over half of these minutes are spent checking their newsfeeds (16.4), while 9.5 minutes are spent messaging and 6.6 minutes are spent on photos or photo statuses every day. The total number of sessions averaged 13.8, with Newsfeed claiming the top spot again with an average of 7 sessions. Messaging similarly came in second with 4.1 sessions, while photo/photo status averaged 2.7 sessions per day.
Sina Weibo enters Thailand, aims to reach 1.6M users by year end
TechInAsia recently reported that Chinese microblogging platform Sina Weibo has made strides toward entering the Thai market. To this end, Sina Weibo has partnered up with Jiaranai Entertainment, a local company, and set some lofty goals for their expansion into Thailand. In particular, Sina Weibo aims to earn $1 million in revenue, and acquire 1.6 million active users by the end of their first year in the market. On one hand, Thailand is a popular destination amongst Chinese tourists; as TechInAsia notes, however, this hardly supports the venture on its own, not to mention the ambitious goals set forth within the short span of a year. Given Twitter’s presence in Thailand, as well as the increasing reach of (and possible displacement by) chat apps, Sina Weibo may be facing an uphill battle–one that is much steeper than they had anticipated.
Social Media Week kicks off in Singapore
Social Media Week Singapore is back from 18 to 22 February 2013. The global conference held biannually in various cities aims to connect social media enthusiasts, practitioners and C-level executives seeking to collaborate and share ideas in a swiftly evolving social media world. We tracked the buzz on the first day. 877 tweets were recorded by 300 users within an 8 hour period. This activity resulted in 2.4 million estimated impressions on Twitter. The key theme for the day was “Adding value as opposed to advertising your brand.” Covered by Damien Cummings during his keynote address, he explained that “Conversations, consistency and a true relatable voice are key when talking to your audience.”
Tencent’s WeChat tests ‘Custom Menu’ feature for brands
WeChat’s 300 million users (and counting!) may soon be able to execute transactions within the app. A recent report stated that the highly popular social messaging app is testing a new feature that allows brands to customize menus, offering consumers access to a suite of options allowing them to get in touch or transact with the organization. In the screenshot below, a beauty provider has customized the menu to offer users quick access to the official website. There is a button to call for appointments and a button to get details of the closest shops based on the user’s location. Though WeChat doesn’t have a mobile payments feature yet, its parent company Tencent has one called Tenpay. With more changes to brand accounts being rolled out for the rest of the year, industry watchers expect in-app purchases to be available soon with WeChat taking a cut of every transaction.
Brad Pitt banned on Sina Weibo too?
Slightly over a month since Brad Pitt joined Sina Weibo, it seems his account has been deactivated. Users trying to access his profile are shown the following error message instead.
Though it is unclear if the actor chose to remove his account on his own accord or he was dropped by Sina Weibo, it is widely speculated that the ban on him in China has extended to the virtual world. In case you’re wondering what the ban is about, Brad Pitt’s role in the 1997 movie “Seven Years in Tibet” has incensed the Chinese government to the extent that he has been barred from entry into the country.
LA Lakers Kobe Bryant joins Sina Weibo
Brad Pitt may be off Sina Weibo but another Western celebrity has joined the growing ranks of international stars on the network. LA Lakers’ star basketball player Kobe Bryant started his verified account on Valentine’s Day and amassed close to 200,000 fans within a day. Kobe hasn’t posted anything yet but his fans have been posting messages in English and Chinese with some enthusiastic fan groups offering to translate messages. Tech in Asia’s correspondent, C. Custer, opines that while Weibo is where cool stars are flocking to these days, the really cool ones can be found on WeChat. What’s your view?
Korean KakaoTalk launches digital publishing platform
Social messaging apps seem to be the way to go judging by how quickly they seem to be rolling out new features and accumulating users. 70 million user-strong KakaoTalk has launched Kakao Page, a media and content publishing platform for companies. Though it seems similar to WeChat’s customer-relation management function, Kakao Page seems to incorporate more features and is aimed at specific publishing and monetization. Only available in Korean at the moment, the app targets content creators and charges for the published material. This is widely viewed as competition to magazine subscriptions at Apple’s NewsStand or Google Play. This latest feature has strengthened the chat app’s offering, which also includes social gaming (currently only available in South Korea and Japan).
Good use of social media linked with brand perception and purchase intent
The J.D. Power and Associates 2013 Social Media Benchmark Study, released last week, has recorded a link between good use of social media and a number of factors affecting businesses’ bottom lines. The study of over 23,200 online customers found that of those who were considered ‘highly satisfied’, with satisfaction judged via a number of factors on a 1,000 point scale, 87% indicated that their social interaction with the company had strengthened purchase intent. Among those who were ‘less satisfied’, one in ten stated a negative impact on their likelihood to purchase from the company.
Consumers worldwide getting social with brands
The extent to which consumers interact socially with brands varies globally, according to research by Ipsos OTX and Ipsos Global @dvisor. In India, 40% of internet users agreed strongly that they were likely to check brand pages regularly, followed by 39% in Brazil and 35% in Indonesia. European figures can be seen in the graph below:
Social network popularity varies across different US demographics
The popularity of different social networks amongst US Internet users varies by demographic, according to research by the Pew Research Center. 26% of black users claimed to use Twitter, in comparison with 19% of Hispanic users and 14% white. A similar trend was apparent on Instagram, with each demographic displaying 23%, 18% and 11% respectively. The whitest social network is Pinterest, where the 18% of white users survey outweigh the Hispanic 10% and black 8%. Twitter is also shown to be more popular in urban areas, whilst Pinterest is most popular amongst those who earn between $50,000 and $74,999.
Mobile Twitter use in the UK
Twitter have released a set of figures about UK mobile usage of the network. The overall figures are impressive: 80% of Twitter users access the platform via a mobile, with 66% using it in front of the TV, 50% before bed and 1 in 3 during their commute. The network is truly social in an offline sense too, with a third of users accessing the platform whilst in social situations, such as interacting with friends. Finally, the news is good for brands; 67% of mobile users follow brands on Twitter, 45% are likely to recommend the brand to someone they know and 25% follow more than ten brands.
More women are using social around meal planning
US women are increasingly using social media as a tool for meal planning. Not only did nearly half admit to using their smartphone more while shopping, but particular social networks like Pinterest are providing sources of culinary inspiration: 30% reported using Pinterest at least once a week, with 75% of those stating that it provided aid with trying new dishes. In fact, Pinterest was one of the top five recipe sources amongst US mum Internet users, even more popular than finding ideas through friends.
Facebook looking to movies, TV, books and fitness as sharable content
Facebook’s VP of partnerships, Dan Rose, has been discussing what content he thinks will be big for sharing on the network in the upcoming year. He stated:
2013, we think, is going to be the year of movies, books and fitness.
It is fairly straightforward to see how this could work for film and fitness, with Facebookers already regularly sharing the films they watch on Netflix, or whenever they’ve completed a run with various sports apps. Apps like Goodreads have been mentioned as ways to share the books one has read, though it would perhaps be more prudent to look into automatic sharing with e-readers to promote the desired behaviours. Rose added that the platform is in talks with the likes of Dish Network and Comcast to create a social TV programming guide.
Facebook introduces ‘buy tickets’ button for events
Facebook have introduced a new feature for events: a button that reads “buy tickets”, linking to an off site location for users to complete a transaction. Whilst those planning an event were previously able to include a link for the same purpose, the new button adds emphasis, highlighting the option to those visiting the event page. It is worth noting that it is still necessary to leave the page in order to go through with the order, though. The new feature, currently available only to pages, will look as below:
Eventbrite have announced seamless integration with the feature, allowing users to take advantage of it simply by clicking ‘Publish to Facebook’ from within the Eventbrite page. They have also announced that, once the button is rolled out to all users, they will extend their service to mirror this.
Facebook push ‘Gifts’ feature on Valentine’s Day
For last-minute Valentine’s Day gifts, it’s hard to beat petrol station flowers. That stellar romantic advice aside, an alternative was offered this year by Facebook, who pushed their ‘Gifts’ feature by promoting limited edition $1 Valentine’s Day presents at the top of Newsfeed. Those who have listed themselves as ‘in a relationship’ received messages like the below, mentioning their partner by name and encouraging them to purchase a gift, whilst more generic messages were sent to others.
Facebook allowing you to promote friends’ posts
In a further attempt at monetisation, Facebook are allowing users with fewer than 5,000 friends or subscribers to promote and share their friends’ posts. The post will then appear in Newsfeeds, with a reference to who sponsored it. The platform are continuing to experiment with the cost of promotion, but InsideFacebook have identified $7 as a rough average.
Posterous to shut down on 30th April
Since being acquired by Twitter, blogging platform Posterous has decided to shut down for good, with staff set to concentrate on their partnership with the microblogging website. They have released details of how to download all of your posts, along with recommendations for the importer tools of WordPress and Squarespace in aid of those who wish to continue blogging.
Improved Twitter synchronisation from American Express
American Express have upgraded their save-by-tweet service, which allowed users to save deals by tweeting a certain hashtag, into a pay-by-tweet equivalent, which allows items to be purchased through exactly the same mechanism. Firstly, users sync their AmEx card to Twitter. Then, when they use one of the offer/product hashtags, they tweet it to claim whatever may be stored with it. All they then have to do is confirm the payment. The simple process is explained further in the below video.
Over 100,000 Vines posted to Twitter last weekend
Twitter users posted 113,897 Vines to the platform during the weekend of the 9th-10th February, an average of 3,324 per hour. These high figures, in part a result of a busy weekend that included New York Fashion Week, the Grammy Awards and a hurricane hitting the Northeastern US, display a swift initial uptake of the app. Whilst the figures might not quite match the 1.3 million photos uploaded to Instagram during Hurricane Sandy, they amount to a tenth of that number – certainly impressive for what is still a very new app. It will be interesting to see if Vine can continue to grow at the same rate; if so, it may well end up being a very valuable asset for Twitter.
The use of Vine at New York Fashion Week
A large amount of the Vine activity this week came through New York Fashion Week, with large institutions such as the Wall Street Journal making use of the video-sharing application. The newspaper curated content from a variety of social platforms, including Instagram and Twitter, into a page that included the videos. A similar piece of activity came from designer, Matthew Williamson, who used the app for sharing content live from the catwalk, enlisting the help of photographer Sean Cunningham to ensure a professional finish. The content, starting with the introduction below, can be found through the hashtag #MatthewMagnified or at the @MWWorld account.
— Matthew Williamson (@MWWorld) February 14, 2013
Grammy Awards encourage fast work from brands
Hot on the heels of the Superbowl, when Oreo were lauded for their quick work in producing a tweet about the blackout, the Grammy Awards have seen similar action from brands. This time, Oreo produced a cute picture of one of their biscuits in formal attire, but were outdone in the reaction stakes by the likes of Mastercard and Spotify:
— Priceless (@priceless) February 11, 2013
— Spotify (@Spotify) February 11, 2013
Heineken helping find reservations with #tweetforatable Heineken USA decided to help out Valentine’s Day stragglers by booking tables for them at “cool, man of the world” restaurants. By tweeting with the hashtag #tweetforatable, Twitter users are entered for the chance to win a reservation at a top restaurant. Even before Valentine’s Day, Heineken were claiming to have received 1,000 entries, with reservations still available on the day.
GE run #IWantToInvent campaign for Inventors’ Day
Inventors’ Day is designed to celebrate those who come up with the out-of-this-world ideas that have shaped the course of human history. To celebrate, GE gave Twitter users the opportunity to be an inventor for a day; of tweets that came in with the hashtag #IWantToInvent, the best were chosen and sketched by a professional illustrator. They hashtag was used 2,600 times and GE themselves received 1,400 interactions, including tweets from other brands like Trident, Tropicana and Ritz. An example of the images can be seen below, whilst GE have collected all the sketches into a Facebook album.
KLM produce personalised ‘Must See Map’ through social
Dutch airline KLM have created a campaign that collects tips and recommendations from your friends via social media to produce a personalised ‘Must See Map’, which you can use when visiting your destination. A nice example of how to combine social and print.
Skittles building a rainbow from sweets, streaming activity online
Confectionery brand Skittles are creating a rainbow online, to be made out of batches of sweets that will be added in innovative ways every ten minutes. The activity will be live streamed via a number of webcams, with the resultant video added to YouTube. In addition, 100,000 fans will be able to claim their own sweet within the rainbow, which they can personalise by adding a message.
Lipton targeting younger audience with Instagram competition
Tea brand Lipton have created a four-week Instagram competition, which encourages the submission of photos that celebrate a different one of Lipton’s core values each week, such as #LiptonBrightness. There will be weekly prizes up for grabs, as well as a grand prize of an all-expenses-paid safari for two in Kenya. The campaign is running across 11 countries, aimed at engaging 22-30 year olds, as opposed to Lipton’s current older demographic.
We Are Social produce Plus Size campaign for F&F
In conjunction with British Plus Size Fashion Weekend, We Are Social have created a campaign for F&F clothing with the tag line ‘Feel Fabulous with F&F’. The activity was introduced by inviting three bloggers to become reporters for BPSFW and providing them with an F&F outfit to wear during the event. These bloggers will then write posts about the experience, as well as selecting top fashion picks to be seen by F&F Facebook fans. This is to be supported by Twitter activity, in which the clothing brand will encourage users to tweet using the hasthag #FeelFabulous in order to receive a £25 voucher.
BMW bring child’s drawing to life
Lots of kids draw. Lots of kids love cars. Not many kids get their drawings turned into a state-of-the-art design by a car manufacturer. However, BMW have changed that for one lucky child, whose drawing was turned into a full prototype for a seriously futuristic looking car, complete with the four-year-old’s chosen specifications. They then posted the image to their Facebook page, with the following message:
Eli, we think you might be onto something. Our marketing department worked a little photoshop magic to bring your dream to life. We’ll be sure to pass this on to our product designers. Thanks for sharing your idea and for being a BMW fan.
Tesla Motors and NY Times clash via social media
A slightly less charming automotive story now, as Tesla Motors and the NY Times clashed via social media. The newspaper had reported problems with Tesla’s new Model S, which the car manufacturer then responded to in a long, frank blog post, full to the brim with irrevocable data in defence of their vehicle. Tesla then posted their blog to Facebook and Twitter, encouraging and engaging in discussion with a fairly neutral tone. Their founder, Elon Musk was more partisan, taking to Twitter to vehemently argue against the claims. As a result of all this, CNN got involved and found no problems with the car, which goes to show how a quick and full response to criticism can create a shift from negative to positive.
Makers Mark bows to Twitter pressure to not dilute bourbon
Bourbon manufacturer Makers Mark last week announced plans to reduce the alcohol content of their bourbon, in order to allow for a shortage caused by increased demand. However, they received such backlash on Twitter that they have been forced to backtrack, tweeting that they will retain the beverage’s original strength. This should act as a lesson in the power of Twitter for swaying the actions of brands, as shown by the graph below, depicting Twitter mentions of Makers Mark from the day before they announced the change:
Social media and US politics
Last week, President Obama’s ‘State of the Union’ address created a lot of excitement across social media, particularly in the realm of real-time Twitter advertising. First of all, a number of organisations purchased promoted tweets with the hashtag #SOTU in the time leading up to the event, with nonprofits including Chevron, U.S. Chamber of Commerce, Bankrupting America, Heritage Foundation, the National Association of Manufacturers and Society for Human Resource Management looking to steer online conversation towards their interests. During the speech, the @BarackObama and @whitehouse accounts both live tweeted much of what the president said, including additional content where relevant or effective. The action on Twitter continued further after the event, with mockery of Republican Senator’s response to the speech, in which he hurriedly sipped at his water. However, his response managed to make a joke out of the issue and deflect criticism:
— Marco Rubio (@marcorubio) February 13, 2013
Poland Spring, too, released a humorous tweet about the incident. However, they did so a couple of days later, rather than in real-time and, as such, were largely criticised for a failure to understand social media. However, the fairness of this has been disputed, with arguments cited in their defence including ‘unrealistic expectations’ and the fact that this was not a crisis, so did not require immediate action. Despite all this, Twitter was not the only lively platform. In the following days, Obama hosted a Google+ hangout, called ‘Fireside Hangout’. For a feature that is sometimes derided, having such a high profile event displays that the potential that still remains.