Here are all of the posts in the ‘News’ category.

Pinterest: popularity, power and potential

by Lorya Noseda in News

The Wall recently published this article by me on the growing popularity and potential of Pinterest. They’ve been kind enough to let us reproduce it in full below:

Pinterest, the visually-led social network, is a self-expression engine, sophisticated visual search tool and virtual pin-board all rolled into one. It launched early 2010, has 57.9 million monthly users, women and 16-34 year olds are the dominant gender and age group active on the platform. It’s a mobile-popular platform, with three-quarters of sharing taking place on a mobile device.

Pinterest is considered a ‘happy’ platform; users have fun building up their digital scrapbook of colourful images, revealing personal likes and creating wishlists. Its popularity was reflected in it winning the best social media app in last year’s Webby awards, as voted for by users themselves, as well as the people’s voice award for best functioning visual design.

Recently, Pinterest has been working hard to make its community even happier with a range of new features. These include the ‘News’ feature on mobile, so users can receive updates about friends and accounts they follow; the Vevo video integration, for users to enjoy music on the platform, and a new messaging feature, so users can discuss and share interesting Pins without leaving the site.

There is a growing list of brands making good use of Pinterest’s features. Uniqlo created long vertical ads that worked well with Pinterest’s scrolling nature and Jetsetter worked with the digital scrapbook theme, asking users to create the “ultimate destination pinboard” in exchange of winning a free holiday trip – a campaign that raised the brand’s fanbase from 2,000 to 5,300 in just a few weeks. Sephora’s Beauty Board invited users to browse a gallery of beauty looks, generated by users, which were tagged with Sephora products used to create that look – creating a fun social shopping experience.

Pinterest is making a notable effort to attract even more brands to the platform. Its Promoted Pins and Rich Pins drive social commerce for retailers, presenting numerous opportunities for industries such as food, media and travel. Pinterest also recently launched its own analytics tool, bringing it up to speed with Facebook and Twitter’s offerings. The tool helps businesses measure the performance of their pins and provides them with insight into engaged users, and has been much anticipated by those using Pinterest in their marketing efforts.

Forming strong partnerships with the likes of Shopify, Pinterest has also highlighted its platform as an online shopping catalogue. It refers more traffic than Twitter, YouTube and Tumblr. It’s second only to Facebook, and Pinterest’s traffic referrals increased 48% between the end of 2013 and March 2014. It is ahead of Facebook in spending – the average order value for a Pinterest conversion is $80.54 and Facebook is $71.26.

Reports also suggest Pinterest intends to boost its overall advertising offerings in 2015, and with a particular focus on mobile marketing. The latter is a huge growth area for Facebook and Twitter, so it’s not surprising Pinterest has a plan to get in on the action.

Something else that really sets Pinterest apart from the rest is the platform’s potential in becoming a user-curated visual search engine, allowing brands to showcase and sell products. The nature of pinning also holds a huge advantage for advertisers. Pinning creates user wish lists thus extending the shelf life for content – and users commonly buy products that others have pinned months ago.

Although, at the moment, Pinterest may not be capturing as many headlines as Facebook and Twitter, it is gradually now really making a serious bid to define itself as a powerful and popular visual platform for both marketers and consumers.

Analysis of Facebook Ad Spend

by Deniz Ugur in News

SHIFT recently published an infographic outlining the key figures in its Q3 global Facebook advertising insights report for the automotive, consumer packaged goods, entertainment, financial services and telecommunications sectors.

The report found that automotive was the best performing sector in Q3 for click through rates on Facebook with 2.98%. Across all the sectors, click through rates have increased since Q3 last year, from 45% for entertainment to a huge 917% for auto. Likewise, the cost per 1,000 impressions has increased over the year, from 68% for entertainment to 183% for financial services.

Shift3Q2014Infographic

Little Frill: delivering great customer service

by Lauren McGregor in News

There’s nothing more frustrating than being on the receiving end of bad customer service. I’m sure we can all think of multiple times we’ve been driven crazy by an uninterested or unhelpful response to a cry for help.

For leading UK bank, first direct, great customer service is a priority. It prides itself on going that extra mile. As you may have previously spotted on Campaign and The Drum, this September, first direct launched a campaign to remind people of this: that unexpectedly brilliant customer service is the bank’s priority.

littlefrill

Introducing Little Frill, an outspoken lizard – whose pet hate is terrible customer service. first direct’s campaign revolves around Little Frill’s daily antics and rants over things like pizza order errors, speeding cyclists and general office banter. As soon as the TVC launched, we activated a social media strategy to widen the campaign’s reach and bring the Little Frill character to life amongst first direct’s audience on Twitter.

The campaign kicked off with a ten second teaser ad which was broadcast on UK television for four days to capture viewers’ attention and create hype around the mysterious ad.

As the teaser ad aired, we created a war room to speedily respond to comments made by the online community in real-time, working closely with first direct’s other agencies to make sure our messaging was perfectly timed and aligned.

warroom

As the full length 30-second ad went live four days later, we produced reactive content to reach Little Frill’s fans. We managed Little Frill’s own Twitter account, regularly sending out tweets in line with current trends, news and memes, and personally responding to fans’ messages and comments. We also managed the @firstdirect handle making for interesting banter between Little Frill and first direct, the antidote to his lizardy problems.

meme

In the first week alone, we reached 1.7 million people on social media and the @LittleFrill Twitter handle has received around 1.5k tweets generated by over a thousand users. The hashtag #LittleFrill clocked up 1.9k mentions and our content has been retweeted 836 times!

Overall, we enjoyed huge engagement and positive response from the online community, and continue to have fans avidly following and interacting with Little Frill. Stay tuned!

Internet users have five social accounts

by Deniz Ugur in News

GlobalWebIndex undertook a study into adult internet users on social worldwide, and discovered on average, internet users aged 16-64 have accounts on five different social networks.

The report shows men have slightly more social accounts than women, and internet users aged between 16-35 have the most accounts, with almost six each on average.

We Are Social’s Monday Mashup #234

by Nick Mulligan in News

Facebook brings back the nineties with Rooms
Remember the nineties? Queen Victoria, William Gladstone, the two Franco-Dahomean Wars. Oh, the NINETEEN nineties? They were good, too. Facebook’s harking back to the era of quasi-anonymous internet chatrooms with its new iPhone app, Rooms. Users can chat about different subjects depending on the Room, and won’t need an email address to sign up; anonymity in social has been big news recently, and it seems Facebook is taking it seriously.

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Facebook page admins can save and backdate posts
Facebook is letting its page admins create drafts of posts, which they can either save for later or backdate. Remember, admins: with great power comes great responsibility. If that’s good enough advice for Spiderman, it’s good enough for us all.

Twitter creates Fabric
Twitter has created its own mobile-app platform called Fabric, which it hopes will lure developers and their dollars. Twitter CEO, Dick Costolo, has called it “the future of mobile software development”. Of course, he would say that.

Twitter’s Buy button set for general release
Twitter is planning to roll out its mobile Buy button to everybody who wants it some time during Q1 2015. So far, it’s only available to a select number of partners, one of which you can see below.

twitter-buy-button

New iOS Vine app
The Vine app for iPhone/iPad has been updated. Now you can follow channels and post straight from the app. If you’re lucky enough to have iOS8, it will look all new and shiny for you, too.

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Foursquare downloads are up or down or maybe around the same
Foursquare is doing brilliantly/terribly, depending on who you believe. The network itself is saying that, in the ‘post-Swarm era’ (as historians will call it) they’ve increased their user base to 55 million, a 54% lift in users compared to the same month in 2013. Very good. However, other research suggests that, after initial uplift, the numbers are actually in decline. The below graph looks particularly bad, with all its downward lines; note that Swarm downloads peaked in August, and have been dropping since.

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Build your own Mercedes on Instagram
Mercedes has gone all clever on Instagram, using thousands of different images across hundreds of linked accounts to let people customise their own car through the network.

HP makes TV ad from Vine videos
To promote its Pavilion x360 laptop, HP created a set of around 30 different clips from different Vine influencers, producing 950,000 engagements and 50m organic views. It’s now turning the campaign into a 30 second TV commercial – the first of its kind. We’re sure you’ll want to watch it over and over again. Hahaha, a joke about the looping Vine format! Whatever next?!

JBL #CordFail
JBL headphones has created a cordless range, and is promoting it using Vine star, Paul Logan. He’ll be creating a series of videos, including some based on stories sent in using #CordFail. JBL wants to hear about the worst things that have happened because of a wire. Say, for example, you dropped your phone just as the doors of a lift closed, and found yourself suspended by your earphones. Something like that.

IHOP and hip hop
Pancakes have always been the hip hop lover’s breakfast food of choice. At least, that seems to be the message from pancake chain IHOP’s new Twitter tone of voice, which has seen massive results in terms of engagement. It raises a question about alienating certain other audience segments, but the RT figures suggest that people are loving it so far.

The Instagram vending machine
A vending machine that can’t swallow your change! Nice one, IHeartRadio. The radio station has sent its invention around college campuses, selling T-shirts in exchange for Instagram photos. So far, the campaign’s seen 5.7m impressions.

iheartradio-instagram-01-2014

Her majesty tweets
Last week, another celebrity tweeted for the first time. Not just any old celeb, though. This one is the constitutional monarch of 16 of the 53 member states in the Commonwealth of Nations (thanks, Wikipedia). Here’s what she sent, and a couple of the best responses.