We Are Social: Tuesday Tune-Up #47


Snack foods the most liked Australian brands on Facebook
According to the latest Facebook Performance Report by Online Circle, FMCG brands are the most liked brands on Facebook, but not the most engaged. Whilst the sector was responsible for 20% of engagement activities across 12 monitored sectors, it was retail brands who generated the highest level of engagement, with 31%.

Survey reveals marketers are more interested in awareness than ‘likes’
A survey from Ad Age and Citigroup asked marketers who buy Facebook ads about what their goals are and 45.9% responded that building awareness and sentiment for their brands was their top priority. In second place was driving traffic to brand websites with 17.6% followed by staying in touch with customers, generating likes / sales leads and finally social commerce:

New Facebook Timeline cuts custom tab views by half
Research in from Page Lever has revealed the full impact of Facebook’s new Timeline feature on Pages. The introduction of the Timeline meant that Pages could no longer set a tab, usually as a ‘Fan-gate’, as the default landing tab and this was now stuck as the timeline. The second issue was that tabs were less obvious to the fan. Page Lever has discovered that these factors have lead to these tabs being viewed 53% less then pre-Timeline.

As shown in the above graph, the stats also revealed that the majority of Facebook Pages were being viewed on the weekend vs. a weekday.

App usage to affect how Facebook targets mobile ads
According the the Wall St Journal, Facebook is to release a new type of mobile advertising, that will target consumers based on the mobile apps they use. Using Facebook Connect to track this behavior, the social network will then target ads based on this data. The ads are due to be announced next month and could prove a great revenue generator for the team.

Companies like Apple and Google don’t track what its users do in apps to target mobile ads to them. This certainly will raise privacy concerns – to which the social network is no stranger to.

Facebook’s App Store hits UK shores
Facebook’s App Centre has begun rollout in the UK and features apps including Spotify, The Guardian, Deezer and Livesport.TV. Facebook hopes the App Centre will drive additional revenue streams through app purchases – gaining it a neat 30% cut of the revenue.

The App Centre will allow developers to charge for Facebook apps for the first time and host Pages to promote them. The App Centre launched in the US in June and is continuing its global rollout.

Facebook Insights made more accurate and now include mobile
Last week, Facebook made two important updates to its Insights to help Page owners understand more about the true reach of their posts. This now includes mobile data, previously this was only desktop, and a change to desktop News Feed views. In a move to improve efficiency, the News Feed will load fewer stories and only load more when the user scrolls down the feed. As impressions and reach is calculated upon load of the story in the Feed, the reach shown in Insights will be far more accurate as to what users have actually viewed.

Twitter introduces simpler search
Via a blog post on Friday last week, Twitter announced that it has introduced search autocomplete and ‘People you follow’ search results via twitter.com. This adds to recent updates relating to query suggestions and spelling corrections.

Search autocomplete reveals a drop-down menu of possible matches as you type – much like Google search – and you can select your query before you finish typing it. In addition Twitter has introduced spelling corrections, related search suggestions, search results with real names and usernames and results from people that you follow.

Twitter goes football mad for the Euro 2012 final as 16.5m tweet
Stats released from UEFA on the Euro 2012 Final show that the match beat the Tweets per second record for a sporting event previously held by April’s Chelsea vs Barcelona Champions League semi-final. Amazingly, when Juan Mata Garcia (@juanmata10) scored, around 15,358 tweets where generated per second. The match saw 16.5 million tweets and Fernando Torres was the most popular player, with the #Torres hashtag clocking up 18,000 tweets. Spain also managed to generate the more positive mentions over Italy.

The Streamgraph above shows the volume of tweets during the full Euro 2012 championship period, broken down by country. You can see the full country-by-country results here.

Leeds Rhinos replace shirt names with players Twitter handles
In a social commitment above and beyond, plus a nice social marketing move, UK Rugby League team the Leeds Rhinos decided to take to the field in shirts with their Twitter handles instead of traditional names on the back of their shirts. This will be the first time a rugby team has done this and special preview editions of the shirts will be available.

Tinie Tempah & Nike lead a scavenger hunt for his new Blazer trainers
To celebrate the launch of Tinie Tempah’s new clothing line ‘Disturbing London’, the rapper has created a special edition of Nike’s Blazer trainers. These trainers were to be revealed once a scavenger hunt on twitter found their location.

The hashtag for the activity was #blazerhunt and clues revealed 6 locations around London. Whoever was fastest to the locations got one of the only 60 pairs made.

Heineken creates social hub for Olympics fan-generated content
As an official sponsor of the London 2012 Olympic and Paralympic Games, Heineken is asking fans to upload their photos celebrating the Olympics to its fan hub. These will then be whittled down to the cream of the crop, which will be displayed ‘near-live’ on JCDecaux’s Transvision screen at Charing Cross station and on digital outdoor screens throughout London Underground and rail stations. The campaign will also use a sponsored hashtag #celebratelondon2012 on Twitter. The online fan hub will go live next week.

Get extra Tesco Clubcard points by promoting them on Facebook
UK supermarket giant Tesco, is to offer Facebook users double Clubcard points if they like, share and buy products from its ecommerce site. As part of the four week trial, customers need to register for the Share & Earn Facebook app via the Tesco Facebook Page. Tesco has an impressive 839,703 likes on its Facebook page and certainly has a good base to work from – one to watch.

FemFresh utter fail on Facebook
Feminine hygiene brand FemFresh last week suspended its Facebook page after receiving negative consumer complaints on its page. Our very own Tarryn Blackwood in the UK office spoke to The Drum about her thoughts on the issue:

It’s clear that Femfresh hasn’t understood or embraced what social is all about. They managed to undo a whole year’s work of community building and management just because people didn’t have nice things to say about them. Not only did they swiftly dump their social agency in a transparent attempt to pass the buck, they also proceeded to run crying to Facebook for help in making the bullies go away.

Femfresh’s biggest mistake was to keep quiet, rather than making the decision to either stand by their campaign, or pulling it because of the public backlash.

Barclays times its Facebook campaign to imperfection!
So we’ve all heard about the ‘issues’ that Barclays Bank has had in recent days, with its disgraced CEO and Chairman steping down amid accusations of Libor-rigging. To top it all off, this news came just as Barclays introduced its Facebook fans to Dan, a normal guy who has some personal finance tips for us, introduced as:

Dan’s a HR manager and spends £5 a day on lunch. That’s about £100 a month; enough to buy a ticket to the vintage car festival he really wants to go to in August. Bringing food from home for a couple of months would mean a more memorable end to the summer. So come on Dan, get making those sandwiches and book those festival tickets.

Oh dear, and so the ensuing comments came in. Including a personal favourite:

Bob’s a CEO and spends £5,000 a day on Bollinger. That’s about £155,000 a month; enough to buy a classic Ferrari at the vintage car festival he really wants to go to in August. Rigging LIBOR for a couple of months would mean a more memorable end to the summer.

After a long social silence, Barclays eventually took to its UK Facebook page with a big apology over the Libor issues. It was a brave move from Barclays and one that in a situation like this, is the only option for social – be honest, own up and say sorry.