We Are Social’s Tuesday Tune-Up #130
ANZ celebrates Sydney’s Mardi Gras
To celebrate its partnership with Sydney’s Gay and Lesbian Mardi Gras, ANZ has remodelled 10 ATMs around the city into gAyTMs. Dolled up in rhinestones, interesting prints and even faux fur (mascarading as a Freddy Mercury-style moustache), the gAyTMs have inspired plenty of sharing across social media. The campaign takes advantage mostly of Instagram – which the bank only recently joined – with almost 2,500 photos shared over the service. Reactions have been mostly positive, to the extent that St George played copycat and created its own gAyTM. ANZ has also committed to donating ATM fees generated by the cash machines to community support group Twenty10.
The Oscars and social media
Yesterday’s Oscars, like any big award shows, generated a lot of Twitter chat, with over 7 million mentions of the hashtags #oscars and #oscars2014 on the platform. A few moments proved particularly popular on social, including a photobomb by Benedict Cumberbatch and Leonardo DiCaprio missing out on an award. However, the clear winner was a star-studded selfie by host Ellen DeGeneres.
The post took just 40 minutes to become the most retweeted of all time, outdoing Obama’s ‘four more years’ from 2012. It turned out to be a well thought-out piece of product placement from Samsung, whose Note 3 was used to take the image, on a night when several brands were looking to get in on the act. Arby’s purchased Pharrell’s famous hat for charity, NASA used mentions of Gravity to display their own images and pizza chain Big Mama’s & Papa’s were delighted when DeGeneres put in an order from the ceremony.
Update: Samsung denies that it paid DeGeneres for the stunt, saying that she “organically incorporate[d] the device into the selfie moment.” Never the less, in honor (or perhaps in response to negative reactions), Samsung has committed $3m to the TV star’s chosen charities.
Facebook ads get grounded
After launching (and misfiring) its first brand advertising campaign in 2012, the social network has been quietly rolling out ads online this year that are much more down to earth. They focus on how users can compliment their off-screen experience with the core utilities of Facebook, particularly the ability to communicate with multiple people at the same time. The overall effect is to demonstrate the value of Facebook in users’ lives with quirky and personable examples of how Facebook utilities can be used for non-virtual self-improvement.
Twitter continues to grow in the US
Twitter’s user base in the US is growing and, as of 2013, accounts for 17.6% of US internet users, expected to rise to 19.2% in 2014. Growth is slowing, however, with 2014′s expected user increase just 11.6% compared to 2013′s 19.4%. Users are maturing, too; a higher percentage of 25-34 year olds than teenage internet users are on Twitter; by 2018, 35-44 year olds will also outnumber teenagers.
Facebook decreases reach for status updates
Edgerank Checker has analysed the reach of Facebook plain-text status updates, concluding that there has been an average 40% decrease between 7th January and 4th February this year, from 18% to 11%. Video posts now have the biggest reach, followed by status updates, while users engage most with photos.
Tagging other Facebook pages can increase reach
It’s not all bad news for Facebook reach, though. Now, when one page tags another in a post, that update may appear in the newsfeeds of those who already ‘like’ its subject. See the post below, in which a Facebook user who ‘likes’ NBA star Dwight Howard is exposed to content from Bleacher Report, in which Howard is tagged.
Facebook pages can edit past updates
Facebook has made it possible for more pages to edit their updates, with the feature now available to all verified pages, as well as some others. There is as yet no known date for a universal rollout.
Facebook puts an end to email
Facebook has put an end to its email offering, officially disbanding the service after acquiring WhatsApp. The feature, introduced in 2010, provided users with an @facebook account, but it proved unpopular. For those who weren’t aware of the feature… well, precisely.
Promoted accounts to appear in Twitter search
Twitter is featuring promoted accounts in search, alongside recommendations of who to follow when users enter certain terms. The network will automatically decide which queries are appropriate, based on advertisers’ targeting decisions.
LinkedIn updates ‘Who’s viewed your profile’
LinkedIn has significantly updated its ‘Who’s viewed your profile’ section. Where users previously saw just names, they will now be treated to analytics, including industry and job title, as well as tips on how to increase the number of views your profile receives.
LinkedIn expands in China
LinkedIn has has launched a Simplified-Chinese language beta site branded “领英”, a joint venture with Sequoia China and China Broadband Capital in a bid to expand its offering in China. Cleverly, the site integrates with Sina, Tencent and WeChat. This means that LinkedIn is now available in 22 different languages worldwide.
WhatsApp to introduce voice calls
WhatsApp, Facebook’s recently acquired messenger service, is set to launch voice calling on iPhone and Android by Q2 this year. The feature will eventually expand to other devices, and will reportedly be free for at least a limited time.
Line opens sticker marketplace to all, introduces voice calling
Japanese-based messenger app, Line, is opening its sticker marketplace to all designers and companies from April. This could be a significant move, as stickers currently account for 20% of Line’s revenue, despite being available to partners only. Like WhatsApp, Line is also launching a voice-calling service, which will be released first in the US, Japan, Mexico, Spain, Thailand and the Phillipines.
Updates to Google+ for iPhone and Android
Google+ has completely revamped Hangouts for iPhone and iPad, such that the feature now resembles mainstream messaging apps like WhatsApp. Changes include reorganised tabs (Hangouts, Favourites and Contacts), as well as the ability to send videos, stickers and locations.
It’s not just iOS that received updates, though; photo-editing for Android has changed, too. Along with new filters and creative tools, there is increased ‘cloud’ integration, so users can access and edit all their photos from any device.
Snapchat could look to college students
College students could be the key to Snapchat’s success, with 77% of the demographic using the app at least once per day. Of those, 45% said that they would open a snap from a brand they’d never heard of, the number rising to 73% for already-known brands.
McDonald’s joins Snapchat
Talking of brands on Snapchat, a particularly large one has just got involved: McDonald’s. The fast food chain told its Twitter followers about its Snapchat plans, and has since shared several snaps, some including brand spokesperson and basketball star, LeBron James.
Apple begins to embrace social
Apple has launched a Tumblr to promote its iPhone 5C, complete with four different 15-second videos. The move comes as something of a surprise, considering Apple’s historical reluctance to engage in social media.
Boots hosts live-streamed Facebook tutorial
UK high street retailer Boots hosted a 90-minute live-streamed tutorial on its Facebook page last week. The session, directly from the brand’s Nottingham store, contained hair and beauty tips, and was dubbed ‘Feel Like New Live’.
American Idol announces partnerships with Facebook and Google
Reality TV programme American Idol announced partnerships with Facebook and Google last week. The former is set to host ‘live visualisations’, which will “bring a new dimension to the viewing experience and enhances the connection fans have with the show”. Fans will also be able to vote directly via google.com.
Manchester United and Google’s ‘Front Row’
English Premier League club Manchester United has partnered with Google to create ‘Front Row’. By using Google+ Hangouts, the club will be able to show the faces of participating fans on pitchside ad hoardings during the 16th March derby game against rivals Liverpool.
Al Jazeera asks social network users to help #FreeAJStaff
News network Al Jazeera is calling for action to promote awareness about journalists detained in Egypt. Supporters are encouraged to share pictures and messages on Twitter and Instagram using the hashtag #FreeAJStaff, which will be amplified using Thunderclap. Images will be curated on a Tumblr dedicated to the hashtag.