Here are all of the posts in the ‘News’ category.
Facebook Page organic reach keeps falling
Further evidence has arrived of a decrease in the organic reach of posts from brand pages on Facebook. An analysis of 106 country-level brand pages found that average organic reach dipped from 12.05% in October 2013 to 6.15% in February this year; for the 23 pages analysed with 500,000 fans or more, the equivalent decrease was from 4.04% to 2.11%. If you’re concerned about this change, then read our recommended approach to dealing with the issue.
Facebook redesigns desktop News Feed
Facebook has made a number of changes to its desktop News Feed. After an unpopular dramatic overhaul around a year ago, the social network has played it fairly safe, with a new design that includes different iconography, larger photos, fresh fonts and the presence of story cards, along with a large search bar at the top of the page. The redesign is being pushed out gradually – if you haven’t got it yet, here’s what it looks like:
Facebook Messenger launches on Windows phone
Facebook has launched a version of its Messenger app for Windows phone. The service, which has been available on iPhone and Android for some time, has a 4.5 star rating from users.
Twitter ad revenue increases
Twitter’s ad revenue increased by 110% to $664.9m in 2013. The growth came as a result of a higher number of ads, although the cost of these ads actually fell throughout that time – by 18% in Q4 2013, or 67% for the whole of the year.
Foursquare location data being used to target ads
Foursquare is bulking up its ad offering by partnering with Turn, an ad targeting firm. This will allow the use of Foursquare’s location data in the serving of ads on mobile and desktop, by anonymously matching user email addresses with web cookies.
eBay launches Pinterest-inspired ‘Collections’
eBay has added ‘Collections’, a Pinterest-style social feature, to its UK site. Collections, which has been available in the US since last year, allows users to collect sets of items that they want and display them in groups.
Getty allows images to be embedded for free
Stock image site, Getty, has added an embed feature, which renders around 35 million images free for non-commercial use. The move, which could radically alter the way in which stock images are used, looks to tackle illegal image use. When an image is embedded, it will automatically appear with full accreditation.
Mondelez partners with Facebook
Confectionery giant Mondelez has announed a ‘global strategic partnership’ with Facebook, amounting to a 52-country ad deal that includes the USA, UK, France, Brazil, India, Indonesia and the Gulf States. Mondelez’s VP of Global Media and Consumer Engagement, Bonin Bough, commented:
For the first time, we’ll be able to incorporate Facebook at the core of our media investment plans. This isn’t just about having a social-media strategy; it’s about digitizing our entire approach to communications.
adidas launches #fastorfail
Sports brand adidas has launched a game inspired by football star Lionel Messi, dubbed #fastorfail. Fans are given the opportunity to play from his perspective, making a number of decisions in an attempt to arrive at Rio for the World Cup. As social media buzz around Messi increases, the pace of the game gets faster for the user.
Peugeot’s #KickItToBrazil is definitely nothing to do with the World Cup
Automotive brand, Peugeot, has launched a campaign dubbed #KickItToBrazil, in which the brand will transport a football around 30 different countries, before ending in Brazil on the eve of the World Cup. This is, of course, in no way related to the World Cup (Hyundai and Kia are the official partners). Fans will be able to track the ball’s progress on Facebook and Instagram.
Oreo make real-time cookies at SXSW
This weekend, thousands of revellers (including some of the We Are Social crew) flocked to Texas for the annual South by Southwest festival. Oreo is helping feed attendees by producing 3D-printed cookies, the flavours of which change depending on what’s trending on Twitter at the time.
Airbnb comes to the help of SXSW
Airbnb got in on the action at SXSW by trawling Twitter for those in need of help at the festival and coming to their rescue with more than 100 ‘rewards’, ranging from providing a pair of cowboy boots to furnishing a whole apartment within two hours. This isn’t a new idea for Airbnb, which says it conducts this kind of social media listening and responding all year, usually dishing out five to 10 rewards a week. But it’s certainly put the company in the good books of SXSW attendees over the last few days.
Vanity Fair gets professional on Instagram
Vanity Fair added a touch of social media class to its star-studded Oscars party. The fashion magazine hired Rolling Stone photographer Mark Seliger to, in his own words, “capture a little of the glamour of Oscar night in a timeless yet modern and accessible way” by taking quirky celeb pictures for Vanity Fair’s Instagram channel. The results were as expected: beautiful people looking even more beautiful. Here’s a particularly good example of a dapper Samuel L Jackson.
SXSW Interactive 2014 kicks off today in Austin, Texas.
We’ve analysed the schedule for this year’s conference to see what key themes will be featuring over the course of the next five days, which you can see in the wordcloud above. There’s a vast array of topics under discussion, with gaming, start-ups and design coming though strongly.
It does however clearly point to broader trends in the worlds of tech and marketing. Social media remains an understandable obsession of the industry as a whole, while big data is still grabbing some attention. What’s more reflective of emerging trends is how “maker” is bigger than “entrepreneur” and “making” is bigger than “marketing”.
Once again, We Are Social is at SXSW in force. We’ve been here since Monday for our pre-SXSW management summit. Nathan and myself are part of a 30 strong We Are Social contingent, including the Managing Directors of most of the We Are Social offices; Leila from New York, Jim from London, Gabriele, Stefano and Ottavio from Milan, Bastian from Munich, Simon from Singapore, Julian from Sydney and Leslie from São Paulo, along with other members of our senior team from around the world.
Having settled in nicely – and warmed up our host city with some obligatory team nights out – we’re looking forward to seeing how the themes outlined above play out over the next five days of SXSW.
If you’re here and fancy grabbing a beer and a taco, just let us know. We’ll be at a lot of the talks (well, the ones that start after 11am), and, of course, most of the parties over the next few days.
I’ve linked to everyone’s Twitter IDs above so get in touch, or you can track our antics using (the censored) #WeAreSXSW.
For the 500,000 people who’ve been reading our recent reports on the state of Social, Digital & Mobile around the world, the next important question becomes:
“What should my brand do to take advantage of these amazing opportunities?”
To answer that question, and help marketers to translate interest and enthusiasm into action, we’re delighted to share a refreshed version of “Making Friends & Influencing People“, our popular guide to strategic social media marketing.
This guide is designed to help everyone across your organisation – from you, to your interns, to your CEO – to make the best possible use of social media.
We’ve split the guide into three parts:
- Some headline statistics to help you set the context when presenting the case for social media to non-marketers;
- The ‘10 Commendments‘ – the ‘mandatories’ for building strong brands in social media;
- Our robust 8-step framework for building a strategic social media plan
The ‘10 Commendments’ deserve a little more introduction though.
First up, the name – and no, it’s not a typo. Social media is a welcoming and inclusive place, and instructive commandments would seem out of place, so we prefer ‘commendments‘ – in other words, friendly recommendations and suggestions.
1. Focus On People, Not Technology
Social media is all about interacting with other people. Technologies and platforms are great, but ultimately they’re just means to an end, so focus on the human benefits rather than the technological possibilities. (More on this topic here)
2. Build Conversations, Not Campaigns
Many short-term marketing campaigns are like pick-up lines: they’re a great way to get the conversation going, but they’re hardly a sustainable basis for a long-term relationship. If it’s enduring value you’re after, think and plan for on-going conversation, not just a quickie. (More on this topic here).
3. Use Content As A Means, Not An End
Content is a fantastic way to start a conversation, but for most brands, it’s the conversation that drives the ultimate value. Whenever you’re planning or posting content of any kind – whether it’s a one-line status update or an hour-long video epic – ask yourself what happens next: “What do I want the audience to do with this content?”
4. Add Value To The Audience’s Life
When it comes to social media, a brand isn’t just up against its competitors; it’s competing with everything in its audience’s life: Photos of kittens. Updates from last night’s party. Those scandalous celebrity pics. So, if you’re not adding distinct value, you’ll likely just disappear into the stream. As a result, you need to clearly articulate how you’re adding relevant value to the audience in the context of their whole life, not just how you’re different to the other brands in your category. (More on this topic here)
5. Listening Is The New Shouting
Understanding people’s wants, needs, and desires has always been the foundation of great marketing, but building that understanding at scale has traditionally been too expensive or too complex. That’s changed significantly with the advent of social media listening tools, which allow marketers everywhere to stay in touch with what their audiences are talking about, sharing, and in some cases, actually buying – for example, restaurant brands might track the #foodporn hashtag on Instagram to identify the most popular dishes of the moment around the world. However, remember that the tools don’t do much on their own – you’ll need to analyse and interpret the data before it can add value to your brand. (Find out more here)
6. Spread The Love
Occasionally, brands strike marketing gold, and their audiences share their updates like wildfire. This is the one-in-a-million shot though; if you’d prefer better odds, putting some ‘financial amplification’ behind your social activities is a more likely way to ensure your investments deliver satisfactory returns. That’s not just about ad dollars though – remember that better crafted content is more likely to drive organic sharing too.
7. Be Prepared
The best thing about social media is that everyone can get involved. However, the bigger the crowd, the more likely it is you’ll have to deal with different, and sometimes conflicting, views. As the old adage says, “you can’t please all of the people all of the time.” In reality, there’s a very high chance something, somewhere will go wrong someday, so it’s better to prepare for that day now than to wait until you’re in full-on panic mode. Fortunately, you can read about that in much more detail here.
8. Measure Your Progress
If you’re still of the opinion that half of your ad dollars are surely wasted, but you just don’t know which half, we’ve got good news for you: that should never be a problem you face in social media. Sure, you’re unlikely to ever reach 100% ad efficiency, but if you’re measuring your social media activities properly, you should always know which half of your dollars is working harder for you, so at least you know which dollars to reinvest elsewhere.
9. Optimise As You Go
Following on from the previous Commendment, we have more good news: once you’ve identified which elements of your social media activities need to be tweaked, it’s relatively easy to change them as you go. Even paid media elements can be changed and optimised in real-time.
10. Be In It For The Long Term
Social media success rarely comes overnight, and if it does, it rarely lasts. Social media really is all about relationships, and as with all relationships, you get out what you put in. Invest with a longer-term view, and expect to ‘give’ plenty before you ‘get’ something in return. However, by offering a clearly articulated value proposition to your social audiences over time, they’re more likely to stay with you over the longer term. If you’re wondering about the ROI of that longer-term approach, take a look here.
These may be things you’re already practising every day in your social media work, but ensuring the rest of your organisation is on board too will help you succeed.
So, if you’d like to share a copy of the complete Making Friends & Influencing People guide with them, why not download a copy now (simply click here) and send it over to them.
Juventus launched a campaign that built an even stronger relationship between the football club and its international fanbase, bringing fans even closer to the matchday experience with #LoveJu – a sporting and social media first.
#LoveJu stemmed from Juventus’ incredibly passionate supporters, who are always looking for a new way to show their dedication and love for their favourite club.
The concept not only engaged supporters and was the first of its kind to be enacted at a major sporting event, it also put fans at the forefront of an important global milestone for the club.
Earmarking their match with Inter Milan as the ideal opportunity for maximum passion and global visibility, the club offered fans the chance to do something that had never been done before – ‘choreograph’ the stadium into a Juventus inspired design.
The brief was issued via Juventus’ social media channels and on the big screens at games – and fans from all over the world took up the challenge.
The response was incredible. Over 3,000 designs were submitted via a bespoke application on Juventus’ official Facebook page, and 18,500 tweets were sent using the #LoveJu hashtag.
As the teams took to the pitch, the sight that greeted them was a sea of 12,700 coloured cards, covering a total area of 8,000 square metres displaying the victorious choreography design. These were held aloft by those occupying the stadium’s East Stand.
Reach did not just extend to the stadium. International news organisations reported positively on the initiative, while footage of the winning entry, submitted by 16-year-old Steven Kem from France, was beamed live to tens of millions of viewers across the globe.
The team also complemented the effect of #LoveJu, with captain for the night Giorgio Chiellini commenting enthusiastically about the importance of the choreography in helping Juventus to 3-1 win on the night!
$19 billion for what? That’s the question we wanted to answer by digging into the data surrounding WhatsApp usage. We used our findings to create this infographic, which helps to explain why Facebook’s acquisition of the mobile messaging app will likely play an important role in its long-term strategy.
We found that 70% of WhatsApp users are active every day, and these users are sending more than one billion messages per day – that’s the same figure as the total global SMS traffic.
The geography of WhatsApp usage proved just as interesting, with Europe and emerging markets (such as India and some African countries) being key contributors to the platform’s rapid growth.