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We Are Social’s Monday Mashup #266

by Nick Mulligan in News

Marketing challenges in Western Europe
A poll by the Economist Intelligence Unit has explored the biggest challenges for marketers in Western Europe (France, Germany, UK) over the coming few years. It’s interesting is to see how each market has a different view of where its biggest challenges lie. While the shift to digital was important for all three, in Germany it was the number one concern, mentioned by 47% of respondents. In France, the biggest challenge looks to be ‘acquiring appropriate skills’ (31%), while in the UK it’s that age old issue: budget (52%).

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Facebook changes its algorithm to make videos more relevant
Facebook has updated its News Feed algorithm to take into account when somebody expands a video to full screen, unmutes one or opts to watch one in HD. Facebook will show users more videos similar to those they interact with in any of these ways, while the platform will use the interactions to judge which videos should appear higher in other News Feeds. It’s the latest move in an ongoing battle for views between Facebook and other video services, primarily YouTube, and one puts Facebook’s data capabilities to good use.

Facebook to share ad revenue with video creators
It’s been a big week for Facebook’s video war with YouTube. As well as the above algorithm changes, Facebook has announced plans to start sharing ad revenue with video creators at the same rate YouTube already does: 55% goes to the creator. This will happen through its new ‘Suggested Videos’ product, in which ads are played between videos – the revenue from these is then split between all videos played in one session.

The system is being launched with a set of premium content partners, including the NBA, Fox Sports and Funny or Die; Adweek published an interview with the latter’s Vice President of Marketing, Patrick Starzan, which you can read in full here. In it, he discusses Funny or Die’s motivation to increase video views and how creators will change videos to fit the new product.

Facebook tests ‘cost-per-view’ video ad option
More Facebook video news! The network is testing an option for video advertisers to pay only once their ad has been viewed for at least 10 seconds, on a ‘cost-per-view’ basis. It’s aimed at preventing advertisers from feeling short changed, if their ads are technically being ‘viewed’ every time a user scrolls past them.

Twitter adds Personas for ad targeting
Twitter has introduced a set of ‘Personas’, which basically amount to a set of audiences for advertisers to target easily, based on similar attributes. Available personas include millenials, professionals and business decision-makers, of which I would proudly consider myself all three, though others may argue that I am none.

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You can now open snaps with a single tap
The most recent Snapchat update for Android and iPhone will give users’ laboured fingers a rest. You’re no longer required to hold your finger down to view snaps and stories, because, as Snapchat CEO Even Spiegel puts it, “It’s just kind of annoying to hold your finger down for so long.” Other minor improvement include the ability add new friends in your vicinity and customise your Skype QR code.

Brands and the Women’s World Cup final
It’s no surprise that the most popular FIFA Women’s World Cup of all time proved a huge marketing opportunity. When USA beat Germany in last week’s semi-final, they received support from a variety of brands. They’ve since gone on to win the final, so clearly it did the trick.

English FA causes uproar with sexist tweet
England were one of the success stories of the Women’s World Cup, finishing in a more than respectable third place. The English FA tried to congratulate the team… but in doing so, they referred to them as “mothers, partners and daughters”. The tweet has since been deleted. Naturally, that didn’t stop some excellent responses from the Twittersphere.

Sprint and T-Mobile CEOs have Twitter spat
What’s worse than when two brands have awkward interaction on Twitter? When two company CEOs do it. Marcelo Claure of Sprint and John Legere of T-Mobile, to the naughty step with you both. Never say ‘u mad bro?’ again.

We moved the earth, for Cannes

by James Nester in News

We Are Social’s Cannesogram, an interactive cartogram based on Cannes Lions wins over the last decade, has now been updated with results from the 2015 Festival. Here, James Nester, Creative Director at We Are Social and Cannes Lions 2015 judge, talks through the new patterns it shows.

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The dust has settled in the Riviera. I’ve finished all my judging and the infamous copulating couple has slunk away.

But did the earth move in terms of award wins?

Our ‘Cannesogram‘ skews country sizes and colours based on Lions success over the last decade – so the bigger and darker the country, the more successful it has been.

This year, the UK in particular has really bulged in Cyber (the category I judged). This is thanks largely to the stunning The Other Side. And no, I wasn’t pushing UK campaigns.

2015 Cyber

In Direct, Europe has done really well. France led the charge with seven Golds, magnifique.

2015 Direct

Outdoor is ruled by Brazil, with Europe also performing consistently. But this category is particularly notable for the frequent underperformance of the US. Does no one go outside in the US?

2015 Outdoor

Press – 12 golds for the UK (all for 28 Too Many) and 12 for France.

2015 Press

As for Radio – South Africa, yet again, you overwhelmingly own this category. It’s a mystery to me why you’re so good at radio. If anyone knows why, please let me know.

2015 Radio

The work that dominated the festival was, as always, the work that aims to make the planet a better place. So while the earth continues to shift in terms of awards success, I hope we’re also making a positive and sustainable impact too.

For a more detailed look at the global creative landscape, visit We Are Social’s Cannesogram here.

#BBQHeroes: here to save your BBQ

by Sophie Crossley in News

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BBQ season is nearly upon us. And what better way to enjoy your (chargrilled, in my case) burger with a dollop of Heinz Tomato Ketchup?

For many of us all over the country, Heinz sauces transform a good BBQ into a great one. Smothered over our sausages and burgers, they are the heroes of outdoor summer cooking. It was with this in mind that we created #BBQHeroes, a campaign for people to celebrate their favourite Heinz sauces this BBQ season.

All the way through summer, we’ll be posting visual content and short-form videos to spark conversation with existing Heinz Tomato Ketchup fans across Europe, encouraging them to expand their BBQ repertoire.

And it’s not just lovers of tomato sauce that we’re looking to reach – we want the social community to experiment with Heinz’s wide range of sauces, such as Peri Peri and Sweet Chilli, which we’ve also been raising awareness of, primarily on Facebook.

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As the Heinz sauce range and brand life stage vary per country, the challenge was to come up with an over-arching idea and consistent look and feel that could be adapted for local market use.

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We’ve focused on being prepared for those sought-after weekends of sunshine so that BBQ occasions can be enjoyed as much as possible. We’ve also included some content that’s weather responsive to both the shopper (preparation for an upcoming weekend of warm weather) and consumer (when the sun comes out and the BBQs are lit).

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We wanted to strengthen the link between the summer feeling and Heinz using content with rich audio and visual cues that evoke emotion for consumers. So, our content has been split into three key areas – preparation, hosting and enjoyment to communicate the ‘It has to be Heinz’ messaging.

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The content is hosted on the Heinz Tomato Ketchup European Facebook pages. In addition there are also activations in-store, and offline communications including TV, as well as PR in some markets.

Have we inspired you to try any of the Heinz Sauces range? Don’t forget to stock up for that impromptu BBQ!

Five reasons people share content

by Lisa Collins in News

B&T recently published this article by me about what makes people share content, and how we can harness thisThey’ve been kind enough to let us reproduce it in full below. 

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What makes people share content?

I’m not the only person to ponder this question. The New York Times conducted a study ‘The Psychology of Sharing: Why People Share Online’ with a group of self-proclaimed heavy online sharers, who revealed what motivates them to share with others.

  • 85 per cent say reading other people’s responses helps them understand and process information and events
  • 73 per cent say they process information more deeply, thoroughly and thoughtfully when they share it

So we could conclude that as humans the act of sharing helps us to comprehend more deeply, but the question still remains… why?

The study concluded that “sharing is all about relationships” and “trust is the cost of entry for getting shared”. According to the research marketers should “appeal to consumers’ motivation to connect with each other — not just with your brand”. They recommend that we “keep it simple…and it will get shared…and it won’t get muddled” and we should “appeal to their sense of humour” and “embrace a sense of urgency”.

But how does this really help us when it comes to creating content that motivates people to hit the ‘share’ button?

Perhaps a study by the University of Pennsylvania can help unlock the puzzle. For six months, researchers studied The New York Times’ list of most emailed articles, checking it every 15 minutes. The study revealed that readers preferred to share positive rather than negative articles and upon deeper analysis researchers concluded that there was an element of ‘awe’ that seemed to permeate the shared articles.

The Penn researchers defined the quality of awe as an “emotion of self-transcendence, a feeling of admiration and elevation in the face of something greater than the self”.

They used two criteria for an awe-inspiring story: Its scale is large, and it requires “mental accommodation” by forcing the reader to view the world in a different way. “It involves the opening and broadening of the mind,” writes Dr. Berger a social psychologist and a professor of marketing at Penn’s Wharton School and Dr. Milkman, who is a behavioural economist at Wharton.

So is it possible to inspire awe in our audiences? Perhaps that is a lofty ambition, however, there may be something to be learned from these studies.

In his analysis of The New York Times study social media guru Jeff Bullas claims there are five reasons that we share content with others:

  1. To bring valuable and entertaining content to others
  2. To define ourselves to others
  3. To grow and nourish our relationships
  4. Self-fulfilment
  5. To get the word out about causes and brands

Rather than focusing too narrowly on creating ‘shareable’ content, perhaps as marketers we should be looking to connect more deeply with people’s emotions. If trust is indeed one of the core values we need to foster with our audience, then it makes sense to spend time developing sincere relationships with our communities.

As we know, developing trust takes time but the benefits can be huge. By helping communities develop their own sense of identity we can hope to share their emotional motivations and tap into the fundamental nature of ‘awe’ – that “feeling of admiration and elevation in the face of something greater than the self”. If we are less focused on ourselves and more focused on earning the respect of the group we may just become awesome and in doing so, become eminently shareable.

We Are Social’s Curiosity Stop #2

by Tom Ollerton in News

The more you investigate innovation, the deeper down the rabbit hole you go – and there’s a good reason why. The amount of innovation in the world is a reflection of the number of brave entrepreneurs attempting to find solutions to our innermost needs and desires. For every want that we have, someone somewhere is trying to give us the perfect solution. How nice of them.

In a highly-ambitious attempt to track the entirety of the world’s innovation, we have formed an internal Innovation Team. We meet once every two weeks to try and nail which disruptions will have the biggest impact for our clients. At the same time, we have ten global offices spotting innovations, which we then feed into our monthly Curiosity Stop.

The Curiosity Stop is a report of all things innovative, from talking changing rooms to tweeting potholes and from cosmic coffee cups to 3D dinners. We’ve scoured the innovation world with a fine-tooth comb to find what matters, so you don’t have to. How nice of us.

Take adidas’s Spotify app, launched earlier this year, for example. One of the hardest parts of running (apart from summoning the energy to get out of bed) is getting your playlist right. The ‘adidas go’ app will work out your stride rate, then play tracks with matching beats.

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Or how about the early brand adopters of the Apple Watch, such as publishers like New York Times, CNN and The Economist? The New York Times is thinking ‘watch up’ rather than ‘desktop down’, with an app featuring exclusive one-sentence stories, designed for easy reading on the small screen. Simple but effective.

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Then there’s General Electric, which has begun producing super-efficient LED street lamps which could last for 20 years. These bulbs contain video, light and weather sensors, so they can turn on and off, or dim and brighten at relevant moments. The sensors will also capture data, which cities can take advantage of.

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All these, and loads more innovations feature in our June edition of the Curiosity Stop, embedded at the top of this post. So put your feet up and enjoy – we hope you feel inspired!