We Are Social’s Monday Mashup #315

ROI is the biggest social headache for marketers
Marketers in the US have revealed return on investment is their no.1 work challenge, ahead of budgets, aligning social strategy with business goals and keeping ahead of their competitors. What’s more, they said that they feel most comfortable using Facebook when it comes to ROI. Snapchat might have all the best lenses, but only 2.1% of marketers surveyed said it offered the best bang for their buck, compared to a whopping 95.8% for Facebook.

Facebook ROI

Facebook will now offer Instant Articles within Messenger
Facebook is integrating its Instant Articles technology into its Messenger app, meaning that you don’t need to open a browser to quickly read breaking news. According to the network, this means stories will load 10 times faster than before. You can tell which posts are of the instant variety by looking for a little lightning bolt at the top right of embedded links. Facebook Instant Articles

Twitter signs deal with Bloomberg to live stream financial news
Meanwhile, Twitter has teamed up with Bloomberg Media to live stream three Bloomberg shows, as well as the network’s market coverage, through the platform. The shows included in the agreement are “Bloomberg West,” which broadcasts technology news, “What’d You Miss?”, which delivers global financial news at the close of the U.S. trading day, and “With All Due Respect,” about political analysis.

Messaging app Line on the rise
Line, the Japanese messaging app, raised more than $1 billion in the biggest tech IPO so far thi year.  For the uninitiated, Line is similar to services like WhatsApp or Facebook Messenger, offering virtual stickers, animated emojis, and games, but users can also order taxis, make mobile payments, find discount vouchers, and stream music. It has 218m users already, mainly in Asia, and has indicated the listing was to raise funds for global expansion – so watch out, WhatsApp.

Pokemon Go becomes the most viral mobile app of all time
Has your significant other suggested you ‘take a walk’ this weekend, only to spend the entire time hunting monsters on his phone? You’re not alone. Pokemon Go is officially taking over the world. It has already smashed Facebook’s engagement figures, Twitter’s daily users and Tinder’s download rates. Brands from Waterstone’s to Amazon have been jumping on the Pokewagon with social media stunts popping up faster than you can say Abomasnow. Yelp has gotten in on the action, launching a Pokestop filter to help hunters ‘run errands and catch that Eevee you’ve been eyeing’. What’s more, Pokemon Go developer Niantic has already hinted that sponsored locations could be with us very soon.

Prefer cars to Pokemon? You can catch them all, too
Mercedes Benz, parent company of the Smart Car, is encouraging people to snapchat Smart Cars when they are out and about – a bit like Pokemon Go but a lot less fun. Mark Aikman, general manager, marketing services for MBUSA, said:
“For years, #smartspotting has been a way for consumers to share the smart cars they see on the road every day on social media. By leveraging the Pokémon Go phenomenon, the brand is able to take #smartspotting one step further with this treasure hunt-style activation on Snapchat.”

If you say so Mark.

Warner Bros in trouble for not declaring influencer payments
Tread carefully, brand owners. Warner Bros has been hauled over the coals for the way it managed influencers in the US launch of its Middle Earth: Shadow of Mordor game. The company only specified that influencers needed to declare payment in the YouTube descriptions, which are not always seen, and it also insisted influencers could only be positive in tone in their films. The move backfired, and Warner Bros has now been hauled over the coals by the Federal Trade Commission. If only they’d attended our Influencer 101 back in April