We Are Social’s Monday Mashup #138
UK lagging behind other markets on FB ads engagement levels?
A new study suggests that there is low engagement on Facebook UK ads compared to the other main markets and that the average cost-per-click on paid ads has dropped to 2010 levels. Interestingly the US surged to a 99% click-through rate while the UK dipped:
Overall though, average CPCs during Q3 2012 were only 5 percent more than Q2 2010’s.
Facebook introduce Global Pages
Facebook has released a new Global Pages structure for global brands that enables brands to provide a more localised experience for the user. Users will be directed to the most appropriate page depending on their location and could view an entirely different visual experience (for example; cover photo, ‘about me’, Page apps and milestones) to someone in another location. Page managers will also be able to set a default page for other all regions without a localised page. This setup is only available to those spending enough on Facebook advertising to justify a named account manager. In an interview with Econsultancy, We Are Social’s Jordan Stone warned that:
brands should make sure they only set-up local pages for markets that can properly support one. In light of the recent changes to Facebook’s EdgeRank algorithm, where only the most engaging content appears in fans’ newsfeeds, it’s even more imperative that local markets produce the sort of high quality content that will keep fans engaged.
LinkedIn completes their profile facelift
LinkedIn is revamping their profiles to make them more visually engaging. Okay, it doesn’t sound particularly exciting but the new profile is certainly nicer to experience and information is far more accessible without necessarily providing further insight. Possibly the most notable change is the more accessible insights into your network which makes “simpler to discover people outside your network and make more meaningful connections.” Check it out and request your invitation here.
YouTube allows non-profits to set campaign goals
Google has announced ‘YouTube Campaigns’ that allows non-profit organisations to set a public goal overlay on their videos, much like publicly raising money. An organisation can activate the campaign and set the target for all to see which YouTube hopes will encourage virality.
Klout for the real world?
Klout continued its redevelopment last week to make Klout scores be more relevant and useful. Klout.com hope that influencers will be able to carry their Klout score further and see value from it even in an offline world all via ‘Klout Pass’. Centrally users will be able to connect their Klout experience with other websites and redeem value and perks for it. For example, users with a 90-plus Klout score will be able to claim perks and discounts on photo sharing and selling website ‘500px’. This could also be true for content sites that could allow influencers to jump a pay-wall and access content for free.
WellPoint goes social to net future consumers
WellPoint, a giant US health insurance company, have pinpointed Facebook to establish a long-term connection with future consumers and have invested in a new app that lets users track, and in particular, share their health and fitness levels. In a twist on similar apps, WellPoint allow users to compare and contrast their achievements with their friends.
Bodyform apologises to all men and dispels ‘myths’
In what became one of the biggest social stories of recent weeks, Bodyform engineered a wonderful response to a flamboyant Facebook message left by Richard Neill. The rant that criticised Bodyform for spreading lies about this “wonderful time of the month that the female gets to enjoy so many things” received nearly 100,000 likes and was featured on Mashable. Bodyform “CEO” Caroline Williams delivered a blunt, no-holds-barred, response that apologises and explains that it was all because men simply could not handle the truth. The response quickly went viral and has been watched more than 2.5 million times inside a week. Watch the video if you think you can handle it…
Kit Kat piggybacks on Felix Baumgartner
Many companies jumped on the Red Bull Stratos launch as a quick and easy way of manipulating the freefall to their own advertising needs. One of the best examples of this was Kit Kat’s 3 stage #BreakFromGravity campaign. A popular and reactive Facebook post after the initial jump was postponed was followed by Nestle attaching a Kit Kat to a balloon and launched into space with a camera to relay video content. This content was used for several Twitter updates and eventually a simple yet entertaining YouTube video.
Aldo succeeds in concept but forgets the finer detail
Shoe maker Aldo launched an ‘Instagram Street Banner’ campaign and experienced both success and failure. Passers-by needed to stand on a welcome mat, photograph their shoes and upload them to Instagram with the tag #Aldo and their shoe size before ‘ringing the doorbell’. Moments later people were rewarded with a brand new pair of shoes. Despite great engagement (457 doorbell rings and more than 500 Instagrams with nearly 800,000 interactions) the content and detail let the campaign down. Photos of any shoes with a tag of #Aldo and no explanation resulted in a confusing end-product and Aldo will be hard-pushed to reuse the content gathered.
Comodo creates Instagram menu
NYC restaurant Comodo has launched a campaign encouraging diners to take photos of their food straight after it has been delivered and upload it to Instagram with the #comodomenu hashtag. Comodo hope to entice more diners to visit and share recommendations before dining.
TalkSport launches Twitter commentary outside Europe
TalkSport is pushing its new global commentary service a step further by embedding its radio player onto Twitter so users can view the player in a tweet and share it. In an exciting move, Twitter can cement its ‘media company’ reputation and demonstrate the capabilities of embedding onto the platform. Next stop video?
England players told to be social media savvy
After outbursts from England players Ashley Cole and Ryan Bertrand, the Football Association has released a ‘Code of Conduct’ that applies to all social media sites. The document (probably late in coming considering the common sense of most footballers) dictates that England players must not use social media 24hrs prior to an England match. There is a good chance that league clubs may well adopt this policy in the future.
Twitter censors Neo-Nazis
Twitter has enforced its local censorship policy that has blocked a Neo-Nazi account at the request of the German government. Although the previous tweets will be visible to the rest of the world, they will not be visible in Germany. Members of the group behind the account have been charged with inciting racial hatred and creating a criminal organisation.