We Are Social Asia Tuesday TuneUp #28


Men are active users of social network apps and games in Asia-Pacific
A survey by Microsoft and MEC Global revealed that unmarried men aged 21 to 39 were highly active on social networks, with the most popular activities involving apps and social games. 81% of respondents have used an app or game on a social network, while 57% used them at least once a week. Engagement was highest in Taiwan, where 40% of respondents used social networking apps or games on a daily basis, followed by Singapore with 37%, Indonesia in third with 32%. In terms of how they accessed social networks, 70% logged on via a PC or laptop and 25% used a smartphone. We expect to see this figure for mobile access to increase even more in the near future.

Increase in daily visits to Chinese social networking sites
Social networking sites in China saw its number of active users achieve a steady growth with daily visits reaching 82 million in February 2012, a 3.57% growth compared to the month before, and a 15.78% growth from the previous year.

Japanese social networking site Mixi rumoured to be sold
According to tech blog Asiajin, founder and CEO Kenji Kasahara of Japanese social network Mixi is looking to sell his 55% majority stake in the company. Even though the speculation has been rebuffed by Mixi through its statement, it’ll be interesting to see who Mixi will be acquired by if the speculations prove to be true, and how it might be revamped to compete against the increasingly popular Facebook. As of March 2012, Mixi has exceeded 27.1 million users, and allegedly still has 15 million monthly active users, holding the lead against Facebook’s 10 million monthly active users, which makes it an attractive offer indeed.

Online video viewing in Asia
According to the Nielsen Global Multi-Screen Report, 4 out of 5 people in Asia have watched online video content in the past month, 6% higher than the global average of 74%. 40% of those surveyed watch online video content on a daily basis. In terms of daily viewership, the Phillippines leads with 41%, while Indonesia and Thailand both follow with 36%, and Vietnam with 34%. Surprisingly, only 15% of Koreans and 11% of Japanese report viewing online video content daily. In fact, 64% of those surveyed in Japan report not having viewed online video on any device in the past 30 days. This highlights to brands how they can more carefully craft their regional approaches to their audiences, perhaps by creating more video content to encourage conversations and sharing amongst their audiences in the Philippines, Indonesia and Thailand.

Moreover, only 33% of digital consumers in Asia trust online video ads, while 36% claim that they only find messages delivered via online video advertisements relevant when they’re searching for product information.

One billion people use social media
According to a report from the ITU, there’s now over one billion people using social media worldwide. More interestingly, mobile is fast becoming the main way that the majority of people are using Facebook.

Use of geo-social apps grow
It’s well known that smartphone use is rising, but one of the interesting questions for a while has been whether the rising number of smartphones will see more people using geo-social apps like Foursquare.

Judging by the latest research from Pew, the answer is yes. In the last nine months, use of geo-social apps has risen by 50% to 18% of all US smartphone users. In terms of market penetration, it’s actually still quite low but it’s the next twelve months which are key for these apps. If they don’t break through now, they never will.

Over half of UK youth using Twitter
A quarterly survey of 540 young people across the UK found that 53% used Twitter in April compared to 42% at the end of 2011. It’s worth emphasising the relatively small sample size, as these figures seem markedly higher than other studies we’ve seen. It’s easier to believe their daily use figures:

Social TV becomes priority for TV channels
After 193% growth year-on-year of ‘social viewing’, TV channels are starting to view social viewing as a way to re-build live audiences. Bravo now plans social interactions in the initial concept stages, alongside other elements of the production.

Facebook changes apps ecosystem
Facebook is replacing the current Apps and Games dashboard with a new App Center feature that they will roll out over the next few weeks. The new feature will sort apps by categories and user ratings.

It’s an interesting change from a year ago, when Facebook relied on algorithmic discovery of new apps – but popularity is still incredibly important, as the best-rated apps will fly to the top of the Center. The by-product of this is that once again, ratings will be important, and developers will have a clear metric to measure their work by.

They’ve also launched a beta version of a paid app programme where users would pay to use an app – different from the previous model, where users would pay for in-app extras. In theory, it will mean there are more fun games on Facebook.

Facebook trials new ad unit, proposes changes to Privacy Policy and Groups
Facebook is also testing out a new ad unit, where individual users could pay anything from zero to $2 to have their posts promoted and stay at the top of the News Feed. Although generally this seems like a bad idea, it could have its uses – for example, letting all your friends know you’ve become a father or similar. Nonetheless, the point of Facebook’s algorithm is that it shows up users’ most important posts in the News Feed, so this ad unit is almost an admission of failure by Facebook. It will be interesting to see whether it progresses beyond its current trial.

Forbes suggested that another bit of news this week from Facebook could make them drive considerably more revenue than users paying to highlight posts: proposed changes to their Privacy Policy would allow them to target ads based on the information Facebook has about you, off-site. Expect rumours of a Facebook powered ad-network to persist, until they actually launch one.

Facebook introduces file-sharing for all groups
In a smaller update – but one that could make their usage grow considerably, especially for collaboration purposes – Facebook has (as we predicted) introduced file-sharing capabilities for all Groups.

Facebook Timeline is good for engagement, Reach Generator has slow uptake
In good news for brands, a new study has revealed that Timeline has helped to increase the lifetime of the average post by an hour and a half, and has also boosted engagement by 13%.

According to Marketing Week, Facebook’s Reach Generator is having a slow uptake, with many brands not seeing the point of the cost.

As Robin Grant, Global MD of We Are Social says in the article:

Reach Generator is a “blunt instrument” which promotes every post for a monthly fee, which can be inefficient compared to promoting just the more important stories.

Facebook finds itself faced with a media agency landscape that just isn’t geared up to take a conversational approach to marketing – it’s as if media agencies woke up to find that their media plans are based on Newtonian physics in a world where quantum theory reigns.


Twitter comes under fire over verification process, buys RestEngine
Digital Trends carried a fascinating story about how they lost their verified tick on Twitter, solely because they stopped advertising with Twitter. It reflects very badly on Twitter – stop buying adverts and you’re suddenly cast out as a pariah. It removes any doubt that the relationship between Twitter and businesses was anything more than transactional.

Twitter’s focus on growing engagement on the site was highlighted last week when it purchased email marketer RestEngine, which TenCrunch postulates they’ll use to make their tweet digest emails more relevant. Theoretically, the digests will tempt more lapsed users to return to the site, and thereby boost engagement.

Google+ releases new iPhone app
Google has released a new iPhone app for Google+ which is designed to be more beautiful and make the stream more immersive. According to Google, the new app will create ‘a carousel of beloved memories’ and if you believe that, you’re less of a cynic than me.

One of the more salient comments I’ve heard recently was about how Google+ wasn’t a stand-alone offering, but is part of the ‘Google product’. There’s definitely some truth in this – from now on, users will be able to respond to Google+ comments directly through their Gmail notifications.

Engagement grows for brands on Google+
According to a new report, engagement with brands on Google+ is up 112% in the last three months but that’s mainly for the top 20 brands; brands who have been circled less aren’t seeing nearly the same engagement or rate of growth.

One brand which is successful on Google+ – far more than on other social media platforms – is Cadbury, and their Head of Digital gave an interesting interview explaining their strategy.

Bing makes search more social
Bing has re-designed its search engine to make it more social, with the help of a new sidebar which includes four components:

  • An “ask friends” feature that lets users post a question to Facebook
  • A list of “friends who might know” about the topic of a user’s query. This pulls information from users’ Facebook profiles to make suggestions based on what friends “Like”, photos they’ve added, where they’ve lived, work history, where they went to school and more.
  • Suggestions of experts, enthusiasts and other “people who know” about a topic based on their public activity and authority on networks like Twitter, Quora, Foursquare, Google+ and others.
  • An activity feed of real-time posts and queries, from which users can answer their friends questions and “Like” posts. This activity will simultaneously appear on Bing and Facebook.

This is very impressive stuff. Although, just like Google+, no-one actually uses Bing, so it’s hard to tell what difference this will make.

According to CNet, Facebook supremo Mark Zuckerberg gave the engineers a lot of guidance in building this, repeatedly telling them:

Don’t try to do social by building social on the side. Build it into the experience.

I’m sure I’ve said that before…

Foursquare looks to merge check-ins with coupons
Foursquare has thus far failed to drive significant revenue – but then again, it hasn’t really tried that hard to do so. Now it’s planning to through offering coupons for check-ins. The idea is that they’ll charge venues a small fee for issuing the coupons and through this, make a lot of money.

Foursquare check-ins finally link up with Facebook properly
Foursquare has also finally introduced a link-up so that Foursquare check-ins are posted to the Facebook Timeline Map. Overdue.

The Wall Street Journal is using Facebook to cover Facebook
After Facebook Timeline launched, there was a lot of reporting about how it wouldn’t help media organisations, despite social being ‘their saviour’.

Well, the Wall Street Journal is starting to disprove the comments about Timeline, launching a Facebook Page to cover Facebook’s IPO and using Timeline to tell Facebook’s story. It’s a nice idea, but as with similar ‘projects’, it’s hit the stumbling block of a lack of fans. As of today, the page has 980 fans, compared to 490,000 for the main newspaper Page. Even considering that people might read the Timeline without liking the Page, it’s basically a really good bit of journalism which isn’t being seen by anyone. They might as well have built a Facebook App…

Uniqlo launch wake up app
Uniqlo have launched a social wake up app, which changes the music it plays depending on the weather – and then shares the time, weather and temperature at the time users stopped the alarm to Facebook or Twitter.

Domino’s brings pizza ordering to Facebook
Domino’s have launched an app which allows customers in Australia and New Zealand to order their pizza directly through Facebook. It remains to be seen whether Facebook will take a slice of the revenue from each order and whether topping it all off will be some free dips.

Pay with miles run instead of money
Nike have been running a really nice campaign in Mexico: rather than paying for a new pair of trainers with money, you can bid for them with miles you’ve run in your Nike+ enabled trainers. Nifty. You might even call it a sweatshop.

Ford teams up with PeerIndex
Ford have teamed up with PeerIndex for a massive influencer campaign, where they’ll send 1,000 social media users various ‘perks’ including a hologram of their new car, the B-Max.

Cathay Pacific’s Klout perk
Cathay Pacific have launched a cool perk using Klout scores: anyone in the international terminal at San Francisco International Airport with a Klout score of 40 or higher will be allowed into the airline’s lounge, which is normally limited to Cathay’s First Class and Business Class passengers. Flying.

Made In Chelsea star in trouble for plugging freebies on Twitter
Made In Chelsea star Rosie Fortescue (yep, me neither) could be in breach of strict Consumer Protection Regulations for repeatedly plugging products on Twitter she’d received for free, without disclosing she’d received them for free.

Twitter resists demands to release Occupy tweets
Twitter is contesting a US court order ordering it to hand over the message history of one of its users, on the basis that tweets are owned by individual users, rather than the company. It’s a great way of championing freedom of speech – Twitter, I applaud you.