We Are Social’s Monday Mashup #170


Social more important than keywords for high Google rankings
Searchmetrics’s Rank Correlation 2013 study has discovered that strong social presences correlate to a high ranking on Google. The correlation coefficient, a stat used to measure how close the relationship is between two factors, shows that Google +1s are, unsurprisingly, the most strongly related to a high search ranking, with a coefficient of +0.4. These are followed closely by Facebook shares (+0.34), Pinterest pins (+0.29) and Tweets (+0.28). This far outstrips the importance of keywords; a keyword in the domain name has a correlation of +0.03, down from +0.11 in 2012, while a keyword in the URL has gone down from +0.04 to +0.01 in the same period.

Facebook, Twitter and Pinterest affect purchasing offline as well as on
Four surveys, conducted by Vision Critical with over 5,900 responses, have shown that social networks affect in-store purchasing as much as they do online purchasing. Facebook is the most successful of the 3 at driving both types of behaviour, although it’s worth noting that 1 of every 3 people who bought items they pinned on Pinterest said they hadn’t even thought about buying the item before seeing it on the network.

Online complaints often inspired by vengeance
A study into 2000 social media complaints has produced a number of interesting results about the people who complain online. 30% do so because of ‘negative feelings’, while 23% wish simply to exact vengeance; this group in particular are inclined to complain via social media. There is also a huge discrepancy between those who expect a response (70%) and those who receive on (38%), showing the work still left for brands to do in dealing efficiently with customer service online.

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Updates to Facebook hashtags
Earlier this month, Facebook brought hashtags to its desktop site; now, it’s added mobile support and introduced ‘related hashtags’. Now, if you search for something like #equality, you’ll also see the likes of #loveislove, #DOMA and #pride.

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The mobile update is, for now, only available on m.facebook.com, with the network’s mobile apps still waiting for hashtags to arrive.

Facebook trying to stop ads appearing next to NSFW content
After furore in May about ads appearing next to content that promoted violence against women, Facebook has taken action to prevent adverts appearing alongside controversial content. Previously, ads (which are targeted by user, not page) had simply appeared across Facebook. From this week, though, Facebook will be using an algorithm to detect pages likely to contain inappropriate content, then having these verified by staff. Those deemed inappropriate will be prevented from having ads appear next to them. There are plans to improve the system already, too. In a blog post, the network stated:

In the coming weeks, we will build a more scalable, automated way to prevent and/or remove ads appearing next to controversial content

Facebook Newsfeed ads 21x as effective as standard web retargeting
Facebook has put a lot of effort into increasing the effectiveness of their ad offering and it seems to be working. Compared to standard web retargeting ads, Newsfeed ads produce twenty-one times the click through rate, amounting to a 77% lower cost-per-action. Meanwhile, the network has doubled the number of stats available to advertisers to measure effectiveness, with reach and frequency measurable by all of the following: unique clicks, unique click-through rates, cost per unique click, cost per 1,000 viewers reached, people taking action due to an ad and mobile/web app installs.

Instagram video takes huge cut of Vine share on Twitter
After a huge initial share of Twitter links, Vine’s share has dropped significantly after the launch of video on Instagram. On the day of the launch, Vine links declined from around 2.5 million to 1.5 million and have continued decreasing since. Instagram links have remained fairly constant (despite Twitter’s blocking of in-tweet Instagram media) and are now higher than Vines for the first time in almost a month.

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Updates to Google+ for its 2nd birthday
Happy birthday to Google+! The network has now turned 2 and its creators are celebrating by updating some of its features. Firstly, we have new buttons for follow, share and +1, the first of which is shown below:

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Secondly, the following picture depicts the updates to profile and page badges, while G+ communities will also receive their own badges.

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Finally, it’s now easier to upload, move and download pictures. A new download feature allows photos to be quickly saved, while uploading and moving has been updated to allow easier shifting of large batches of images.

Check in friends on Foursquare for iOS and Android
Foursqaure’s iOS and Android apps have been updated with the ability to check in your friends. Previously, you could mention friends; now, provided they consent, you can also check them in at a location. If they don’t offer consent, your ‘check in’ will simply appear as a mention. The process is highlighted in the image below.

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LinkedIn introduces ‘Who’s Viewed Your Updates?’ feature
LinkedIn has introduced an interesting new feature: a tool that allows users to see who’s viewed their updates, as well as what interaction has occurred from their 1st, 2nd and 3rd degree connections. The system, shown here, includes a simple ‘colour coding’ scheme, allowing users to easily view the effect of their content.

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We Are Social create ‘social wine’ campaign for Tesco
We Are Social have created a campaign for Tesco, which asks the supermarket’s Facebook community to produce a ‘social wine’. After having a team of influencers vote on 5 wines, all made from grapes collected by the Enaleni community of South Africa, Tesco’s Facebook fans will be able to suggest names and bottle designs; the winners of each of these competitions will not only have their entries used for the final product, but also win a trip to South Africa.

#MashTag, the social beer
The world of social media has clearly had a boozy week, with Brewdog releasing their socially-designed beer, #Mashtag. Elements of the brew were voted on across a week, from the strength to the flavours included. The result: a 7.5% American Brown Ale, made with New Zealand hops and aged on hazelnuts and oak chips.

adidas produce real-time tennis campaign
adidas have created a real-time Twitter game to support Andy Murray at Wimbledon. #hitthewinner asks fans to predict where Andy Murray will hit his next shot; for every time he hits a winner, one correct answer will be chosen to win prizes from tickets to signed kit and exclusive Murray t-shirts.

Hyatt Hotels link with Postagram
Hyatt Hotels have created a campaign through Postagram, that allows guests to personalise postcards through their social channels and physically send them to friends. Users add a photo and 180-character message to the postcard, then send it to a friend for free – a nice mix of social marketing and a traditional format.

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MTV experiments with Snapchat marketing
MTV has created a digital campaign centred around Snapchat to promote the latest series of its hit show ‘Geordie Shore’. As the programme is known for its often risqué content, its Snapchat account will send photos and videos to fans, focussing on the ‘cheekier side’ of the latest series. The activity is supported by an on-air campaign, showing a mobile phone left on a beach, which is revealed to contain the cast’s holiday photos.

Two Facebook apps to support T in the Park
The Scottish music festival, T in the Park, is being supported by 2 separate Facebook apps. The first of these, Crowd Hunt, asks fans to locate 30 bands hidden in the festival crowd, while the second, called Line Up, features a drag-and-drop system by which users can create their ultimate 20-strong lineup from the festival’s history. Both are accompanied by a Spotify playlist of artists from the festivals, which can be listened to whilst playing with either of the apps.

Argos aliens feature on TV and Twitter
UK electronics retailer Argos have created an integrated TV/Twitter campaign, centred around their alien family. In their new TV ad, the alien mother is having a new baby; Twitter users will be able to suggest names for the character using the hashtag #nameourbaby, as well as interact with the existing family members on a special Twitter feed. The winning suggestion will be included on the new TV ad on June 29th.

A Zimbabwean insider posting corruption to Facebook?
A Facebook page has appeared claiming to be an insider in the Zimbabwean government. Known as Baba Jukwa, the page regularly posts information about politicians believed to be involved in corruption, even including mobile numbers to phone and demand answers. Within Zimbabwe at least, the page is being taken very seriously, mentioned in independent dailies like ‘Newsday’ and denounced by the pro-Mugabe ‘Herald’. Certainly, it shows the power of social media to provide information when other media outlets cannot operate freely.