We Are Social: Tuesday Tune-Up #84
Application overload for Best Job in the World
The ‘Best Job in the World’ campaign launched by Tourism Australia received over 600,000 applications for six jobs from over 200 countries. Each job advertised will have received on average over 70,000 applications, and the applications had to be posted in video format on Facebook or on the Best Jobs website. This campaign is similar to one launched by Tourism Australia in 2009 which received 35,000 applicants. The campaign is “designed to target the international youth market” and that it does.
Facebook users Like on average 40 Pages
Since 2009, Facebook users have gone from liking on average 4.5 Pages to 40 – as a result of this, and brands increasing their use of social media, users’ News Feeds are now bombarded with roughly 1440 updates per month according to Socialbakers.
The number of Pages Liked varies around the world, with the US currently leading the way with an average of 70 Pages. In the US CPG brands are struggling to engage fans as they have the most Liked Pages. Brands are now having to pay more attention to the type of content they share, the time they post and how often to determine what works best for their community.
66% of tweets about brands sent from mobile devices
A study by Socialbakers that looked at Brand engagement on Twitter revealed that a whopping 66% of user generated tweets that mention brands are sent from mobile devices. Twitter for iPhone is the most popular application with 44% of mobile users tweeting from it, this is compared to Android accounting for 20% and Blackberry users 11%.
Twitter may soon to be the most popular network for teens
Piper Jaffray’s 25th Semi-Annual teen research project has revealed that Twitter may soon be the most popular social network amongst teens. Twitter experienced a 3% increase in popularity whereas its rivals popularity dropped by 9%, a worrying figure for Facebook as teens are often used as an indication of future trends. Another social network that experienced growth is Instagram, increasing its popularity by 5%, whereas other social networks such as Google+, Tumblr and Pinterest have stayed much the same. The study also showed that 53% of female teens and 52% of male teens online purchases are impacted by social media.
WeChat has over 40 million users outside of China
Tencent’s WeChat mobile application now has more than 300 millions users, 40 million of which are outside of China, and the success of the application could be attributed to mobile internet growth. The growing use of internet on mobile devises has allowed numerous Chinese and Asian technology companies to put themselves on the global stage, but for now WeChat is leading the way as it is currently topping the app store in Malaysia, the Philippines, and Indonesia and has become the favorite smartphone application for Malaysia and Indonesia.
GM return to Facebook ads as MGM are having their best quarter yet
After almost a year, GM returns to Facebook advertising through a ‘mobile-only’ pilot campaign for Chevrolet. The automaker didn’t explain why it’s returning to Facebook ads now or why it waited so long. What’s clear is that GM is returning to Facebook ads despite not getting its way. Facebook has since introduced its ad exchange, FBX, and has shifted its focus from social ads to more traditional web-advertising models, such as re-targeting. MGM is one the main public supporters of this model. The Las Vegas-based company has a three-pronged approach—retargeting consumers via Facebook Exchange, pitching discounted Facebook Offers and employing the social giant’s custom-audience features. At the same time, the brand is buying page post ads in mobile News Feeds, Sponsored Stories and Facebook Marketplace promos.
Facebook adds third-party data to its offering for advertisers
Facebook has partnered with third-party data providers which will allow US advertisers to be more specific when targeting users. The categories available through Power Editor and ad API partners will allow advertisers to create ad-targeting parameters, e.g. ”home owners who are retired, own a Ford pick-up truck, buy over-the-counter allergy relief medication and take cruises.” Facebook is allowing advertisers to use Power Editor to click and see how a segment was compiled to combat trust issues with the data.
Enhanced Facebook status updates to be rolled out in US
Last week Facebook announced improvements to how users compose status updates. The update will allow users to share what they’re doing and how they’re feeling in a more visual and structured way, applying the vision of Open Graph. And as Facebook have now made it easier for apps to include Open Graph actions, the users sharing processes across all areas of Facebook will be more in sync. In the new status updates users will be able to include emoticons to represent their feeling, tag pages, friends or locations or include photos or links. As it has been possible for companies to sponsor third-party Open Graph actions since 2012 it looks as though these new post types will also lend themselves well to sponsored stories.
Facebook updates: Home goes live, new Android Messenger
Last week Facebook launched Facebook Home for Android, and updated its standalone Messenger app. User opinions on the new Facebook Home were split, with 44% of individuals who reviewed the app on Google Play giving it just one star and 19.5% awarding it 5 stars. The mixed opinions were more a matter of preference as reviews clearly stated that the Home worked exactly as it said it would without hiccups. Facebook have also updated their stand-alone Messenger app on Android, which now includes Home’s chat heads functionality. When users are using other apps on Android phones the chat head icon pops up allowing you to engage in conversation immediately without leaving the current app, improving the user experience.
Facebook users around the world can now buy gifts for US friends
As of last week Facebook has granted access to people using Facebook in English outside of the US via its gift service. Facebook gifts has been growing slowly so the company will continue to expand the gifts offering and experiment with its design and functionality in order to increase growth.
Twitter to expand its offering to include music
It was rumoured that Twitter will expand its offering to include music following the recent acquisition of We Are Hunted, a music app which finds the most popular songs trending across the world. It’s become know that US celebrities have been given a preview of the new service and are now promoting it to their followers, so far Ryan Seacrest has tweeted “lovin the app…shows what artists are trending, also has up and coming artists.” We Are Hunted founder Stephen Phillips has also been tweeting, using playable tracks from Rdio and Soundcloud which implies the services may be part of the app.
Still beautiful. #NowPlaying @darkdarkdark – Tell Me ♪ soundcloud.com/melodic-record…
— Stephen Phillips (@huntedguy) March 21, 2013
Vine hits the Apple App Store top spot in the US
Just six months after it first debuted, Vine has hit the top if the Apple App Store free apps chart in the US. The app did not bask in instant success, and the new features that have been added in the past month have no doubt helped it reach this point of success. The addition of a trending hashtag section and giving users the ability to utilise web embeds no doubt pushed it to the top.
Foursquare has launched version 6.0 for iPhone
Foursquare launched a new version of its app for iPhone, making the app a ‘discovery tool’. The apps will now suggest attractions as soon as the app is opened, giving the user more options of activities going on around them. The key features of the app are a prominant search box, a map which highlights friends check-ins and near-by interesting places, a feed of recommendations and friends information, and a new check-in button.
Foursquare data to be used in targeting ads on other platforms
Foursquare is said to be pitching a new ad product which is said to include data behind the 3.5 billion check-ins made on its platform and data it receives from the more than 40,000 developers that have integrated Foursquare’s location database in their apps, including Instagram. Eventually this ad product will give advertisers the ability to use Foursquare data to target ads more specifically via networks and ad exchanges across other platforms. The success of the ad offering is very much dependant on how valuable agencies, advertisers and brands view the data. Foursquare is under pressure to prove it can “generate enough revenue to justify a valuation that was once reported to be as high as $760 million” and this new ad offering will hopefully do just that.
Foursquare announced funding to help grow and expand the business
Just last week, straight after announcing its iOS update, Foursquare have announced they have raised a $41 million in debt financing to help grow the company and expand its business offering. With this injection of cash Foursquare plan to continue development of the app, as well as expanding its sales force. This increase in numbers will enable Foursquare to sell their ad product and credit card offers to more companies, allowing companies “like Samsung the opportunity to advertise their products when a user checks in at Best Buy.”
Live voting on Twitter and Instagram at the MTV Movie Awards’
MTV are making history again, this year they allowed movie fans to live vote for the Best Hero category using Instagram and Twitter photos and hashtags during the MTV Movie Award’s last night. MTV supported the activation on its Facebook page to give the community deeper access, and the Facebook Thank You cam captured winner’s backstage messages thanking fans for voting for them.
Jaguar gets digital for the launch of its two-seater F-Type
Jaguar F-TYPE digital campaign has launched and it’s aimed at a younger audience than ever before which has been dubbed the enlightened elite. The campaign will start with 12-minute short movie featuring Homeland star Damian Lewis at the Sundance Film and Music Festival taking place in London at the end of the April. The pre-launch social media phase was kicked-off in March by We Are Social London.
Nescafe tests Facebook friendships
It’s easy to fall out of touch with our Facebook friends. We rarely interact with the majority of them online, let alone in real life. Realising this, Nescafe are putting Facebook friendship to the test with their new campaign, ‘Really friends?’ Armaud, the campaign’s protagonist, turns up at the houses of his Facebook friends with two cups of Nescafe, in the hope that they might reconnect over a cup of coffee. It’s an interesting premise and the channel has notched up almost 55,000 views so far. If you’re interested – and fluent in French – check out the campaign’s Youtube channel.
Lynx makes the most of a tricky situation
Off the back of the popularity of UK’s Channel 4′s Dogging Tales show, Lynx found itself in an interesting situation. Within the opening minutes of the documentary, one of the interviewees divulged his love of the FMCG product to the 2.1 million viewers and how it was practically a ‘guarantee’ for a successful night’s dogging. Lynx were ready and poised to respond, posting within seconds of the mention.
This went down well with the Twitter community and was followed up the next morning with another reactive tweet poking fun at the #DoggingTales storm.
The timeliness of the tweets was essential to balancing out the negative opinions with the positive, this all coincided with Lynx’s image as a fun, conversational brand in social spaces.
George Osborne parking scandal goes viral
Fans of Mini UK have been having a little chuckle at George Osborne’s expense this week. The UK’s Chancellor had decided his fast food needs were greater than obeying the rules of the road when he parked in a disabled parking bay outside McDonalds. Mini responded with a simple, but timely post on the Mini UK Facebook Page, that generated 485 Likes, 62 Shares, and 16 Comments, showing that reactive content can perform better than pre-planned.
Social soap-opera set takes to Twitter over TV
The idea of creating social media accounts for fictional TV and film characters is nothing new. But Seven Sisters, a london-based “social soap opera”, has decided to forego television altogether, playing out the entire narrative on social media. The shows writer’s say that the characters will be responding to one another and trending topics in real-time, as well as developing pre-written plotlines across Twitter, Instagram, Facebook and short-form video. It’s an interesting premise, if they can pull it off, although they’ll have to get pretty creative with the content if they want to provide their ‘viewers’ with a truly immersive, entertaining experience. The show launches on April 25th, so keep an eye out!