Hello, we are social. We’re a global conversation agency with offices in New York, London, Paris, Milan, Munich, Singapore, Sydney & São Paulo. We help brands to listen, understand and engage in conversations in social media.
We’re a new kind of agency, but conversations between people are nothing new. Neither is the idea that ‘markets are conversations’.

We’re already helping adidas, Heinz, Unilever, Heineken, eBay, Jaguar, Intel, Moët & Chandon & Expedia.

If you’d like to chat about us helping you too, then give us a call on (+1) 646-476-2893 or drop us an email.

20% of internet users use Instagram

by Deniz Ugur in News

It may have just rolled out ads in the UK, but how is Instagram performing globally? GlobalWebIndex analysed the behaviours and demographics of its audience.

The study shows one fifth of adult internet users have an Instagram account worldwide, a figure that has consistently risen since mid 2013. Examining the figures by region, penetration is highest in Latin America and the Middle East, where a third of internet users use Instagram.

The report also shows the Instagram audience to be an attractive one for advertisers; users are 25% more likely than average to be in the top income quartile.

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We Are Social’s Monday Mashup #230

by Nick Mulligan in News

Facebook fans spend more than other customers
A four-year study of a ‘major grocery store’s Facebook page’ has found that Facebook fans purchase 35% more items than the average consumer. Those who engaged 10 times or more spent $1,000 more in each year. Sounds super – though always worth remembering correlation vs. causation.

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Facebook rolls out Atlas
Facebook is launching its new ad platform, Atlas, which will allow marketers to target ads to Facebook users across other sites and mobile apps. It’s such a big move that it must feel like it’s got the weight of the world on its shoulders. Rubbish mythology gags, anybody? Well, it’s a titanic move. Herculean proportions. The sky’s the limit.

Twitter wants to target ads at film lovers
Twitter is beta-testing targeting ads for people who talk about films. In the future, it may be possible to target an ad to anyone who has mentioned an upcoming movie release, whether that be the title or a related keyword (character names, locations etc.) Good job it wasn’t around for Fight Club, eh?

Twitter trials interactive poll card
Twitter is testing a new card that will allow users to run polls natively on the site. Here’s how it looks on the platform (the polls don’t show up when embedded).

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We all know the answer to that one, don’t we? GO EUROPE!

Starbucks sponsors Tumblr’s dot
Starbucks has sponsored the dot at the end of the Tumblr sign. The piece of punctuation has been previously been used to link users to specific content on certain days (Valentine’s Day, Pi Day) and is now being used for advertising on ‘National Coffee Day’. This could be a real opportunity for brands with a logo that looks something like a full stop.

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Pinterest looks to up its ad game
Like Pinterest? Like advertising? This story might just be for you. Pinterest is testing a way for advertisers to target people in a database (such as an email list) on the site, with measurement tools to boot. Exciting, right? We told you so!

Compile your Amazon wish list on Twitter
Twitter users can now add an item to their Amazon wish list by tweeting. Link your two accounts, reply to any tweet containing an Amazon link, include #AmazonWishList and hey presto! The item’s now on your list.

BMW’s first ever Vines
BMW has created its first ever Vine campaign. It’s all cool and automotive-y, as you might expect. Nice work.

Triumph launches #nigglefix
Triumph, the lingerie company, has created a social campaign called #nigglefix, based on the old adage that ‘a niggle shared is a niggle halved’. The video below reveals all (not in that way).

Transport for London uses selfies for safety
Transport for London’s latest safety campaign uses a series of selfies to highlight the danger of illegal minicabs. The organisation is also encouraging people to post a #homesafeselfie online when they arrive and, ideally, not to take illegal minicabs at all.

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The UK gets ads on Instagram
Instagram ads have hit the UK, thanks in part to the likes of Waitrose, Starbucks and Cadbury. BrandRepublic has compiled its favourites, including the below.

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Anti-IS #Notinmyname hashtag
The hashtag #Notinmyname is being used worldwide by Muslims who wish to show that the actions of IS are not in accordance with their religious views. The campaign has gained impressive traction, even being mentioned by Barack Obama.

Brands vs. brands on #bendgate
The iPhone6 bends in your pocket! Everybody! The iPhone6! It bends! In your pocket! Brands wanted to be funny about it. Some of them were, some of them weren’t. Win of the week went to KitKat, who outperformed Oreo’s famous Superbowl moment.

Jaguar’s Social September

by Nick Dodd in News

It’s been a busy September for the Jaguar team here at We Are Social. Earlier this month, Jaguar Land Rover sponsored the Invictus Games: a fantastic international sporting event to support wounded and sick Servicemen and women, championed by Prince Harry and featuring over 400 competitors from 13 nations.

A dedicated social media team from Jaguar was on site at the event to demonstrate support for the event across the brand’s social channels with live, reactive posting, encouraging the participants and celebrating the high points of the Games.

Overall the Invictus Games were a huge success for Jaguar, with activity reaching 22.4 million people across Jaguar’s social channels.

But it hasn’t just been the Invictus Games that’s been keeping us busy. This month, the Jaguar team was also present at two more huge events; one in Earls Court and another on the bank of the River Thames – all to launch Jaguar’s new sports saloon, the XE.

In the build up to the launch we created exclusive content featuring never before seen footage of the XE before the reveal.

Then, the XE was revealed through a dynamic series of stunts, which we captured and shared with fans online.

Artist Emeli Sande delivered a sublime performance to capture the excitement and feeling surrounding the XE. We also set up live coverage at Earls Court so fans could watch the XE unveil in real-time.

All content generated was tagged with campaign hashtag #FeelXE, which had a massive reach of 126 million, with over 29,065 mentions and almost 126k social interactions.

And if all this wasn’t enough, September also saw the action-packed Goodwood Revival take place, a weekend of historic motor racing, showcasing familiar Jaguar models from past and present. And of course, Jaguar was at the event capturing content to exclusively share with fans online.

Jaguar’s new lightweight E-Type, reproduced from the 1963 original, made its UK debut at the event, roaring around the famous circuit.

The Jaguar D-Type was celebrating its 60th birthday and appeared on a 1950s themed Jaguar stand; Jaguar’s sexy sports model F-TYPE Coupe was also on a stand of its own.

There was an all D-Type race that took place, involving over 20 D-Types to win the ‘Lavant Cup’.

 
A lightweight E-Type was also on offer at the event and was sold together with a bespoke Bremont watch.

All the hard work and effort brought together by the team paid off and created a hugely successful September for Jaguar – one that reinforces the brand as a true icon in the history of Britain’s automotive industry.

US Cross-Cultural Social Media Marketing

by Jason Mander in News

GlobalWebIndex’s latest figures reveal a number of key social trends for anyone engaged with cross-cultural marketing in the US – with YouTube’s app now more popular than Facebook’s amongst Hispanic, Asian and Black/African Americans. Jason Mander, Head of Trends at GlobalWebIndex, exclusively talks us through some of the report’s key findings.

As the demographic composition of the American population has continued to shift and evolve, the task of identifying, and successfully responding to, attitudinal or behavioral differences between key ethnic groups has been elevated in importance. But just how different are the digital profiles of White non-Hispanic, Black/African, Hispanic and Asian Americans? Where does each group really stand apart, and where do their behaviors show little if any divergence from the average?

To date, much debate has centered on similarities between Americans of various ethnicities, with many arguing that cross-cultural marketing campaigns need to pay the most attention to just how uniform the American audience is. But if we focus on social networking trends, GWI’s latest data, based on interviews with more than 15,000 US internet users – it reveals some clear differences.

Before we explore this, it is important to highlight one constant: despite claims about Facebook having lost its appeal or being deserted by its members, the simple truth is that it remains by far the most popular social platform – with more than three quarters of internet users in all groups having an account (peaking at a mighty 86% among Hispanic Americans).

Overall, then, Facebook still offers by far the best reach for any target group. Yet if we turn our attention to active usage of social networks, that is, people who say they have actively used or contributed to a particular service within the last month, a slightly more nuanced picture emerges. Facebook still remains top of the pile and has more than twice as many active users as any other social platform, but White/Caucasian non-Hispanics are notably more likely to be engaging with the site on a regular basis (being more than ten percentage points ahead of Black/African Americans, for example).

This finds reflection in terms of app usage. Within the mobile space, YouTube has in fact achieved a rare feat: among Black/African, Hispanic and Asian Americans, more people are using its app each month than Facebook’s. Certainly, the gaps are very small. But that more than two thirds of mobile internet users in each of these three groups say that they used the YouTube app last month is impressive nonetheless. In contrast, Facebook’s app is the clear favorite among White non-Hispanics (73%, vs 60% for YouTube).

And it’s not just on YouTube where we find these patterns. Driven in part by the younger age profile of the Asian, Hispanic and Black/African Americans, it’s these groups who are the most likely to be using Twitter, Instagram and Google+ as well as a wide range of messaging and chat tools. As an example, while nearly 20% of Hispanic and Asian American mobile internet users in the US are using WhatsApp each month, the equivalent figure among White non-Hispanic Americans is just 5%.

So despite Facebook still ruling the roost overall, non-Caucasian groups typically have the broadest and most diverse social profiles, with a notably heavier mobile focus. And for any marketers out there, it’s clearly important that they also tend to be much more vocal about sharing their views with others – with Hispanic Americans the most likely of all to share things on social networks and broadcast their opinions about products and brands. In the world of Cross-Cultural Marketing, then, the differences between groups really can matter as much as the similarities.

Download a free summary of GWI’s new Cross-Cultural Marketing in the US report.

Apple iOS 8 feature HealthKit

by Paul Napier

Marketing Magazine recently published this article by me about Apple’s iOS 8 feature, HealthKit, and how brands could use it. They’ve been kind enough to let us reproduce it in full below:

The new iOS 8 is now available for users to download. As an iOS developer I have had several months to play around and come to understand the new features that come with this version of the operating system. As always with the new release of iOS, there are a suite of changes, some major and some minor.

One of the most exciting additions to come out is HealthKit. So, what is it and how could it be used within your brand’s digital portfolio?

What is HealthKit?
HealthKit is the product of a two-year collaborative endeavour between Apple and Mayo Clinics, which services around 1.2 million patients every year. Their combined goal is to put iPhones and iPads at the centre of the self-health movement that has seen traction of the last few years.

At its core, HealthKit is a central hub/repository for gathering all the intelligence apps collect about a user’s fitness and health. Apps are able to upload their information about a user’s health and fitness activities into HealthKit, and in instances where users grant them permission, download this information and manipulate it to gather a better picture of the person currently signed into the app.

Users can see all their information at a glance, as it tracks their fitness activities such as running, walking and cycling from apps and associated wearable technology. Additionally, adapters such as glucometers, ECG devices, blood pressure monitors and even ultrasound have been created to give greater knowledge to users about their overall health, all of which can be stored in HealthKit and accessed by users through the simple interface.

In essence, HealthKit has removed the silo mentality that comes from having multiple apps for individual purposes, and encourages greater communication between health and fitness experts.

How can it help me?
At this stage, since the technology is in its infancy, it is difficult to predict where it could lead. The obvious beneficiaries of this technology, at least in the first instance, are companies such as Nike, adidas and other fitness specialists or wearable producers. However, beyond the obvious, this technology opens an exciting avenue that could allow more diverse industries to begin working on a more intimate level with their customers:

Medical: There could be long-term benefits to the medical industry, which will have a huge database of reliable, or at least semi-reliable, information about people’s fitness and health. This information can be used to begin reviewing trends in health statistics against medical complications.

Healthcare: State medical facilities can build apps that can hook into a patient’s profile and read their medical data alongside health and fitness activities, giving the doctors and immediate understanding of the patients well-being prior to any medical appointment. Taking this even further, the patients activities could be tracked and the patient sent a notification when certain thresholds are reached, meaning that doctors can start to focus more on prevention rather than the cure.

Financial services: Insurance companies could look at the health and fitness of their customers to provide accurate quotes, or provide incentives to those who follow a healthy regime.

FMCG: Food and beverage companies could build apps that tracked users consumption and offered better nutritional options on food and beverages could be tracked against the user’s health needs, allergy requirements, blood sugar levels, fitness activities or goals.

Travel: Airlines could be made aware of any medical needs for passengers, or be alerted to dietary requirements, while encouraging their passengers with medical conditions to continue tracking throughout the journey to ensure the crew are alerted in the event of any pressing concern. Travel companies could track for potential changes in stress to enable bespoke packages to engage health focused customers.

Retail: Clothing and apparel companies could track clothing sizes using measurements given by the users then look at targeting them with the newest ranges in sizes that match the user’s statistics or intended goals.

This information on its own is but one facet of a potential medical breakthroughs in both the literal and mobile sense. We are seeing a swell in the information being gathered around individuals: location, behavioural, social, economic, psychological, physiological, etc. I recently wrote an article outlining the benefits of looking at implementing a social strategy within your mobile application, and with the advent of this new technology, never has there been a greater time to review this strategy.

The power of integrating social alongside this medical and fitness information could seem overwhelming, and it is most certainly not for every company. However, for those companies that have a legitimate reason to access this information, the potential options for improving user experience and engagement are greater than ever before.

On a final note, any idea should have a benefit for both sides, and provide information about the user back into HealthKit before drawing information in return. This way, HealthKit can provide ongoing advancements and the information you receive can become a more detailed and richer experience for both you and the user.