We Are Social Asia Tuesday TuneUp #109
Singaporeans are not interested in paid content
Outbrain, a content discovery platform, has recently released its inaugural Asia Pacific Content Consumption Trends report based on data pulled from 100,000 sites. The study revealed Singaporeans to have the highest bounce rates across six markets, with Australia being the most engaged with paid content. This means that visitors “bounce” or leave the site rather than viewing for much longer. Interestingly, these APAC consumers prefer to consume content on their mobile phones and tablets at night as per shown below:
LinkedIn appoints President for China region
Derek Shen, founder and former CEO of Nuomi (a Chinese site similar to Groupon) is now the president of LinkedIn China. This appointment marks an official move into the Chinese market, which to date has over four million members. Could a localized language site soon be in the works?
WhatsApp has 35M users from India
Last December, WhatsApp shared its India numbers to be 30 million monthly active users. Yesterday, it revealed its latest growing numbers to be over 35 million active users, with a consistent increase of approximately 5 million active users every month in the country. This can be due to its second operator tie-up with Tata Docomo that offers Unlimited Whatsapp data packages for Rs.15 and Rs.30. With its current global count of 430 million active users, we reckon it wouldn’t be long before they cross the 500 million mark.
Facebook ads influence car shoppers mid-funnel
Facebook have shared a study that found automotive ads on the social network cause a 50% increase in visits to car-model pages, 46% increase to all product pages, and a 10% increase in internet-wide searches, indicating paid promotion heightens the average time spent looking at specific vehicles. It also suggests auto brand rivals suffer when Facebook advertisements are implemented, seeing competitor brand searches across the internet drop by 3%.
Facebook ‘Trending’ has arrived
Facebook has announced the imminent roll-out of its new Trending feature on its web version to users across the USA, UK, Canada, India and Australia. The trending topics will be identified by an algorithm, “highlighting topics that have had a sharp increase in popularity, as opposed to overall volume”. Descriptions accompanying each trend will add to the more personal touch Facebook has aimed to achieve. As it standsno plans have yet been announced to sell sponsored trends, however this could be a source of revenue for Facebook further down the line.
Facebook could be set to launch news reading app this month
Re/code is reporting that Facebook is planning a news reading mobile app, Paper. The new offering is likened to Flipboard and is said to include rich media content alongside status updates from Facebook users, and is reportedly set to launch later this month.
Twitter develops tailored audience offering for ads
Twitter has released three new ways for advertisers to create tailored audiences to target its ad products against, enabling them to define groups of existing and potential customers.
The CRM approach creates tailored audiences from an internal CRM database or an ad partners database, with “unreadable scrambles (called hashes) of email addresses” matched to Twitter accounts.
The Twitter ID approach uses usernames or user IDs to create a tailored audience. This approach could be used to target influencers with a large following, and build relationships with them, in the hope they’ll spread the brands message.
The third, exclusion targeting, will enable advertisers to exclude CRM and Twitter ID audiences from the set of Twitter users reached. Using Twitter targeting options (interests, keywords and TV) users already following or engaging with a brand, or users who won’t be interested can be excluded from a campaign.
@ mentions have arrived on Tumblr
Tumblr has graduated from blog network to social network in recent times. With theaddition of the long-awaited user mentions feature, it is now possible to tag friends in Tumblr’s compose screen using an @ symbol.
BBC News launches Instafax
The BBC is currently trialing a short-form video news service delivered to Instagram users, named Instafax. December saw mobile and tablet viewing figures overtake desktop use for the first time, and Instafax is the BBC’s response to this news.
Acura uses Twitter preview, to preview stop-motion project
Honda brand, Acura, took to Twitter to promote Jerry Seinfeld’s Web series, Comedians in Cars Getting Coffee, in which the Acura NSX prototype featured. They tweeted single frames from a stop-motion gif, each displaying in Twitter’s timeline image preview with the result of a visual flip book as you scroll down the page. Twitter users got involved during the show using #NSXCoffeeRun, and 150 fans were rewarded with a @tweetacoffee Starbucks gift card.
Subway go mad for gifs this January
Sandwich brand Subway are tempting those dieting this January by launching 73, soon to be 100 animated gifs with the hashtag #januANY for a mini-campaign across Facebook and Twitter, using both paid and organic messages. The idea is that consumers will rapidly share these unusual animations with their friends and family via social media channels.
You could #BeeFamous with Applebee’s
American food chain Applebee’s has two TV spots to fill to promote their more diet-friendly ‘Under 550 Calories’ menu, and for your shot at six seconds of fame you simply have to capture your ‘unbelievable’ reaction to the special menu items with a vine and share it on Twitter using #BeeFamous. If you’re successful you’ll be sent to bee-famous.com to await further instruction. This method has been tried and tested previously , most notably by Dunkin Donuts during ESPN’s “Monday Night Football” pregame show featuring animated content posted to Vine from the brand. Submissions will be accepted until January 26th.
I’M HUNGRY! Applebees #beefamous https://t.co/3f89m74YuO
— Colt Paulsen (@ColtPaulsen) January 19, 2014
Real fans could be #FlyingToMadrid
Emirates and Real Madrid launched their ‘Fans For Real’ campaign on Google+, giving their biggest fans the chance to win flights to Madrid and watch the team in action. To get involved users must +1 Emirates and Real Madrid’s Google+ pages, upload and share content using #FansForReal and #FlyToMadrid. The campaign launched with the below video depicting what the winners experience could be.
The Mindy Project is matching on Tinder
American TV series, The Mindy Project has broken new territory with Tinder. The show announced in November that there would be a Tinder-themed episode in the new year, and to co-inside with this the show has been advertising on the app, matching users with fake character profiles.
Vlogger takes over brand Snapchat account
WetSeal, a teen retailer is one of the latest brands to turn its hand to Snapchat marketing. They partnered with influencer and vlogger Meghan Hughes who manned their account for two days in the lead up to Christmas, creating a Snapchat story. Meghans story was “stitched together from multiple snaps and broadcasted to a larger audience”, and remained visible for 24hrs, making it possible to replay it as often as someone liked. The results speak for themselves, WetSeal gained 9,000 new followers and 6,000 views of the story for WetSeal, and vlogger Meghan was able to interact with her fans and followers in a whole new way.
Brands are joining Jelly
The new and much talked about social query app, Jelly from Twitter co-founder Biz Stone has been live for two weeks and already brands are trying their hand at it. In the UK Carphone Warehouse, Nandos and Asda have begun to experiment with the app, with varying levels of success. And in the US Whole Foods, Lowes, Shutterstock and Ben & Jerry’s are also dabbling in asking fun, interesting and thought provoking questions. For some though, brands’ use of the app is ruining the user experience.