We Are Social’s Monday Mashup #203

Mashup
nick.mulligan

Twitter is growing strongly in the UK
Twitter’s UK growth is set to continue at least until 2018, according to eMarketer. Growth is estimated at 13.4% in 2014, compared with 4.8% for rival Facebook, which means that almost half of the UK’s social networkers will be on Twitter by 2018. However, it is set to slow to 4.3% by 2017 and 2018.

Facebook’s ROI has been underestimated
A study by seven large packaged-goods companies, in partnership with Facebook, Google and Nielsen, has found that marketing-mix models tend to underestimate Facebook ads’ return on investment by up to 48%. By measuring impressions instead of clicks, the ROI of Facebook ads increased by up to 75%.

Facebook buys WhatsApp
Facebook last week announced its acquisition of messenger service WhatsApp for $16bn, or $36 per monthly active user. The Guardian produced a profile of the deal, including the history of WhatsApp, which examines the pros and cons for Facebook. Benefits include the potential for reaching younger users and those in emerging markets. The move comes after rapid growth on WhatsApp; here’s how its user base compares with other big names within the same time period:

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Buzzfeed shares on WhatsApp
Last week, Quartz reported that Buzzfeed articles were being shared more frequently on WhatsApp than on Twitter by iOS users, leading to the consideration that publishers may need a WhatsApp strategy. A riposte by Nieman Journalism Lab claimed the figures were skewed; they showed the number of times a user clicked on the ‘share’ button for each platform at the bottom of a Buzzfeed article, not the actual number of impressions. Digiday discussed whether or not publishers should devise a WhatsApp strategy; the piece argues that, while the platform is undoubtedly huge in terms of its user base, it may be a while until it is considered a place to share news.

Changes to Facebook ad targeting
Facebook has updated the way in which advertisers can target different audiences on the platform. First of all, it’s good news for business-to-business marketers (but bad for LinkedIn) as users can now be targeted based on job title. That isn’t all, though; other options include location, demographic, interest and offsite behaviour.

Facebook ad spend focussed on Europe and North America
Facebook’s ad spend is primarily concentrated in North America and Western Europe, despite huge user bases across the world. North America accounts for 52% of global ad spend for just 15% of users, while Western Europe gets 35% for a 14% share of users. The map below shows the potential for growth in other markets, though it’s worth remembering that the average value of each consumer will vary by region.

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Twitter’s Marketing Platform Program
Twitter has expanded its Ads API and is now calling it the Marketing Platform Program. The set of partners is intended to increase ROI on Twitter ads and, according to the network, includes all “Ads API partners as well as those in measurement and targeting”.

LinkedIn publishing platform for all
LinkedIn has for some time allowed a network of certain ‘influencers’ to post long-form blogs on the site. It is now opening the publishing platform to all users in a staged move over the next couple of months.

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Tide’s Winter Olympic Vines
After the success of using Vine in a Halloween campaign last year, Tide has produced ten more Vine videos around the Winter Olympics. Two examples, with different levels of success, can be seen below.

Coke’s World Cup Moments of Happiness
Coca-Cola has launched a ‘Moments of Happiness’ campaign for the upcoming World Cup, in which it asks filmmakers to submit video clips around happiness, for the chance to appear in the video for their World Cup ‘anthem’, entitled ‘The World is Ours’. At least 20 winners will appear in the video, while three will be selected to receive $1,000 each.

The Brit Awards and social media
Despite their lowest TV ratings for 15 years, the Brit Awards were a huge success on Twitter, with over 4.17 million tweets. Roughly 2 million of these were votes for the ‘best video’ award, won (shock horror!) by One Direction and their Twitter army. Naturally, brands wanted to get a slice of the action, and it was the first time that British brands made use of Twitter’s Amplify platform.

Twitter users could get exclusive video content through Amplify, with pre-roll ads for Brits sponsor, the haircare brand, VO5. Another sponsor of the event, Mastercard, was not so successful in its social media offering, when news that it had requested specific tweets from journalists in exchange for accreditation went viral. Bookmakers Paddy Power were quick to react on Twitter.

Pepsi Max using Vines for billboard ads
Pepsi Max is putting Vines on UK billboards, under the hasthtag #LiveForNow. The billboards, which have already been taken over, currently ask people to submit their ‘unbelievable Vines’, which will then be filtered and shown on screen.

KLM partners with Facebook and Twitter for social commerce
The Dutch airline, KLM, announced a partnership with Facebook and Twitter that will allow customers to purchase tickets through the networks. As well as the obvious ease for consumers, this blog post highlights the principal benefits for the brand.

Burberry partners with WeChat
Burberry is looking to grow its Chinese consumer base by partnering with Chinese messenger app, WeChat. Burberry followers will be able to view the brand’s Fashion Week AW14 Womenswear show and personalise digital versions of the collection, in order to unlock exclusive audio content from a senior member of the Burberry design team.

Madewell’s Instagram Flash Mob
Clothes retailer Madewell hosted an Instagram flash mob last week, in order to promote its denim range. Using the hashtags #denimmadewell and #flashtagram, a group of 500 Madewell employees, bloggers and magazine editors all simultaneously uploaded images of their favourite Madewell jeans.

Betfair uses Snapchat for exclusive odds
Betfair, the bookmakers, offered exclusive odds on English Premier League fixtures to Snapchat users this weekend. Only those who followed the brand’s account were eligible to receive a message containing the increased odds.

Create your own Instagram adventure
Macmillan Publishers is using Instagram to promote a new book for teenagers. Making use of the ‘tagging’ feature, users can follow a ‘Create Your Own’ adventure, with each click directing the participant to a different account to continue the story. An example is seen below – do you fight back or keep still?

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Creme Egg’s Google+ bake off
Cadbury’s Creme Egg is using Google+ to discover new recipes. Hosted by Eric Lanlard, the mastermind behind Creme Egg brownies, the #CremeEggBake asks users to submit their own crazy ideas, with Lanlard set to bake his favourites in a live hangout on the network.

Google and Saatchi Gallery’s Motion Photography Prize
Google+ has partnered with the Saatchi Gallery to produce a gif-making competition, dubbed the ‘Motion Photography Prize’. Users can submit their creations to a panel including director Baz Luhrmann and artist Tracey Emin, with the winner’s work set to appear in the gallery.

#UseMeLeaveMe at SXSW
Those attending this year’s SXSW in Texas may be able to make use of free transport and accomodation. Adobe’s #UseMeLeaveMe campaign includes a free biking programme, in which the vehicles have their own personalities and are capable of posting to Twitter while you use them. There is also a ‘Buds for Beds’ competition, which encourages attendees to explain why they are the ‘deservingest of the deserving’ (sic), for the chance of winning free accomodation at the event.

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