We Are Social’s Monday Mashup #156
Marketers set to more than double social media spend
Over the next five years, CMOs will more than double the percentage of their marketing budget that is spent on social media, according to 500 surveyed. Currently, social media makes up 8.4% of that total; this is set to increase to 11.5% in 2013 and reach 21.6% in the next five years. Consumer goods companies are set to lead the way, seeing an increase from 9.6% to 24.6% in the same period.
How Twitter affects UK mobile and tech shoppers
A study of 6,000 UK Twitter users has looked to establish the network’s effect on mobile and tech shoppers. From the below graph, it can be seen that exposure to a brand’s tweet increases the percentage of users visiting a brand’s website, up to 62.7% in comparison with 45.6% of Internet users or 50.5% of those on Twitter not exposed to the tweet.
A key point to be taken from the research is that the likelihood of a user visiting a brand’s website increases with higher frequency of exposure to branded tweets.
How to gain Twitter followers?
The Georgia Institute of Technology have had their two cents on how to gain Twitter followers, analysing a selection of 500,000 tweets based on a number of factors including sentiment, engagement and readability. They concluded that those who posted shorter, happier tweets & engaged with their followers using RTs and mentions exhibited a higher rate of follower growth. Also effective was retweeting interesting pieces of news; those who did so gained more followers than those posting about themselves.
Facebook’s Insights fix will definitely affect reach
After the fixes to Facebook bugs affecting reach that we reported last week, tests by Edgerank Checker on 1,000 pages have shown an increase of over 30% across different types of Facebook reach:
It is worth reading the full post for its detailed analysis, including a breakdown of the effects by page size.
Facebook acquires Microsoft’s Atlas
The result of a long-mooted deal, Facebook has announced its acquisition of Microsoft’s ad-serving platform Atlas at a price thought to be under $100m, based on former bids in the $30-50m region. Facebook have claimed that their intention is not the construction of an external advertising network based on their social data, but instead that their interest lies in improving measurement tools, citing Atlas’s new tool for richer measurement of ad impressions. In light of the deal, Adweek conducted an interview with Facebook’s director of product marketing, Brian Boland and Dave O’Hara, CFO of Microsoft’s online services division, in which they discussed their plans to build a stronger relationship between the two companies. Boland said:
When we look at Atlas, it is a full acquisition where we are acquiring the technology, the people, the expertise and the client relationships. So this is a great accelerator for our aspirations around measurement.
Facebook working on redesigning Newsfeed
Last week, the Verge, amongst others, announced that Facebook had invited press to ‘come see a new look for News Feed’. The event will be held at its Menlo Park, CA headquarters this Thursday, 7th March at 10am PST. As for the expected changes, Business Insider claim to have a source close to Chris Cox, Facebook’s VP of products, with whom Mark Zuckerberg has entrusted the product. From this source, they have ascertained two important differences: firstly, News feed will know more information about you and use this to tailor what content you receive based on your likes, what you’ve viewed and even items you’ve bought. Secondly, News feed will look to pull content from a wider range of sources, as Facebook hopes to integrate sharing tools directly into company websites, allowing them to work more like pages. Rumour also has it that a radical redesign is coming to the mobile News feed, with a more vivid text-overlay and full width images taking over from the current format. A (sort of) artist’s impression below gives the gist of how the layout will work.
Facebook testing new actions in Open Graph apps
Facebook are testing a new set of actions in Open Graph apps, including ‘rate’ and ‘quote’ for books, as well as ‘want to read’ or ‘want to watch’. The below example displays how the ‘Goodreads’ app is already using the ‘rate’ system, though it is worth noting that no announcement has been forthcoming from Facebook.
Had good news? Facebook will suggest your friends send you gifts
For a while now, Facebook have been suggesting gifts for occasions like birthdays or engagements. However, they have now decided to add the ‘Give A Gift’ button to posts containing good news. Interestingly, it seems the feature is now using natural language processing, rather than just specific events, in order to make suggestions.
Instagram now has 100m active monthly users
The image-sharing platform Instagram has announced that it now has 100m active monthly users, up from 90m just a month ago. This displays incredibly fast growth; it took Facebook four-and-a-half years to reach such a level. According to AppData, Instagram is now the third-highest rank Android app and the 17th top free iOS app.
Google+ launches ‘Sign In’ and ventures into e-commerce
Google have launched an attempt to rival Facebook ‘Connect’, with their own ‘Sign In’ feature, along with an impressive list of partners that includes Banjo, Fancy, Fitbit, OpenTable, and Shazam. The below video explains the feature, along with some of its key elements, including the importance of privacy, control over sharing and easy mobile integration. In many ways, it mirrors and attempts to improve on Facebook’s concept of frictionless sharing from open graph actions.
It is then left up to the various partners to decide how they use the feature. From the Shazam example, you can see full extent of interactive sharing available:
The Fancy have chosen to integrate a buy button into shared content, providing another example of how brands can use ‘Sign In’. The following example displays how such posts will look.
Foursquare partners with Mastercard and Visa
In a bid at further monetisation, Foursquare have partnered with card giants Mastercard and Visa for providing discounts. Having enjoyed success from a similar deal with American Express, the social network has launched a new deal for all three cards, offering a saving of $1 for every ten spent with a check in at Burger King.
Vimeo ‘Looks’ to add Instagram-style filters to video
Video-sharing network Vimeo has further expanded its appeal to filmmakers by offering filters, known as ‘looks’, through a partnership with GenArts and use of their ‘Vivoom’ app. Each filter, or ‘look’, applies a different effect to video content, offering a straightforward method to alter a film’s appearance.
The feature, which marks Vimeo’s first external partnership, is set to be free for users for the first 90 days, after which a charge will be applied. Pricing structure is as yet undecided.
Pheed becomes number one social app for iOS
Last week, Pheed overtook the likes of Facebook and Twitter as the top social app for iOS. The network, which allows sharing of all sorts of content from text, photos, video and audio to voice or live broadcast, is believed to owe its expansion to positive reviews by high-profile teens on Twitter and Instagram. It also includes a number of interesting features, including the ability to watermark images, or put certain content behind a paywall. With such impressive growth, Pheed is definitely one to watch in the coming months.