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

Top 10 Reasons for Using Social Media

by Stephanie Weise in News

GlobalWebIndex has produced a report detailing the social networking motivations of individuals. It shows that globally, 55% of internet users use social networks in order to stay in touch with what their friends are doing. This was followed by 41% stating that they get news updates from social and 41% who use it to fill their spare time. According to GlobalWebIndex:

These top three motivations have one common characteristic – they are all related to passive forms of networking. Indeed, as we explore further in our Passive Facebooking report, many social media users are coming to view social networks as sources of content rather than platforms which require active contributions.

Equally telling is that only 27% of internet users say that they are using social media to share details about their daily life. By some margin, this motivation is less important to networkers than sharing opinions or photos/videos. Clearly, then, many internet users have become more comfortable using social media to publish content rather than to broadcast personal details.

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We Are Social’s Monday Mashup #256

by Nick Mulligan in News

Facebook reveals messenger.com
Still reeling from the passing of MSN Messenger? Well, it’s good news for desktop chat fiends, as Facebook has launched a dedicated web interface for its Messenger app. It’s available to English speakers worldwide. Of course, you can still message via facebook.com if you prefer.

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Twitter updates RTs, Search and app brand profiles
Twitter has updated its retweet feature, making it much easier to add a comment before sharing a RT with your followers. You can see how it works in the below example, which I just found on the internet somewhere and definitely didn’t spend time creating.

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The network is also making a couple of updates to its ‘Search’ function: detailed ‘trending topics’ within Search are replacing ‘Discover’ on mobile, while they’re experimenting with simplifying the desktop layout, including an option to view ‘Live’ tweets in chronological order.

Finally, they’re are testing letting businesses pin an app to the top of their profile in Twitter’s iPhone app. The feature is currently being tested by the likes of Periscope and Uber.

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Interactive cards to appear on YouTube ads
YouTube is now allowing advertisers to add interactive overlay cards to skippable video adverts. This allows brands to include more information and could well be lucrative for YouTube; now, if viewers skip an ad but click on the card, the platform will still receive a fee.

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LinkedIn buys Lynda.com
LinkedIn has made its biggest acquisition to date, the $1.5bn purchase of online education site Lynda.com, home to videos and tutorials on everything from Photoshop to web development. LinkedIn users will now receive prompts to relevant courses, as explained by content head Ryan Roslansky:

Imagine being a job seeker and being able to instantly know what skills are needed for the available jobs in a desired city, like Denver, and then to be prompted to take the relevant and accredited course to help you acquire this skill.

Ad Age discussed the value of the move beyond LinkedIn’s plans around “connecting people to opportunity”. It will provide access to Lynda’s data and all that entails; we could well see the ability to serve ads to those who have completed certain courses, or recruiters being notified when they do so.

LinkedIn launches Elevate
LinkedIn has unveiled its latest app, Elevate, which suggests articles to users and allows them to share said stories across LinkedIn and Twitter. Anyone can download the app, but you’ll have to pay to use it. If you do subscribe, expect to see more networks, such as Facebook, added soon. screen-shot-2015-04-13-at-04-13-43

Snapchat’s Coachella filters
Snapchat released a set of time-specific geofilters for Coachella. Each related to a certain artist and was only available while they were on stage. Sadly, there wasn’t one for Shorty Jizzle and the Plumber Cracks.

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Brands jump on Instagram’s carousel
A number of brands are using Instagram’s new ‘carousel’ ad feature, which includes four photos and a link. Examples we’ve seen so far: Old Navy has produced a day-in-the-life series, Showtime has highlighted characters from ‘Penny Dreadful’ and Tiffany has juxtaposed a watch with New York architecture.

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Mountain Dew turns fan tweets into ads
Mountain Dew has brought back its popular Baja Blast flavour for a limited period. To promote this, it started posting discreet images of the flavour on its social channels, without making an overt announcement. This led to a fair bit of excitement on Twitter and beyond; the brand is now using celebratory user-generated tweets in its own online ads.

Stuart Weitzman combines Instagram and Facebook ads
Fashion brand Stuart Weitzman has launched a campaign that ties together Instagram and Facebook ads, as users are served videos on the former, followed by product posts on the latter. The promotion also includes the use of cinemagraphs, which, in the words of fashion icon Mugatu, are so hot right now. Boho

Brands prepare for the return of Game of Thrones
GAME OF THRONES IS BACK. Brands are as excited as I am, or at least they’re telling us so on social media. Here are some examples, including Sesame Street’s Iron Throne-worthy ‘Game of Chairs’.

Instant Messaging 101

by Tom Ollerton in News

WhatsApp rules the west, Tencent owns China and Facebook is pimping up Messenger to rival them both. Instant Messenger marketing is the new social media and your brand is ready for it, right? Just in case you’re not fighting fit We Are Social is holding an event on Wednesday the 22nd of April in London called Instant Messaging 101 to get you up to speed. Here’s a snapshot of what we’ll be talking about.

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Over the last couple of years use of instant messaging apps has risen dramatically. Consumers use platforms like WhatsApp, WeChat and Facebook Messenger to talk to friends play games, shop and even do a spot of internet dating.

Facebook remains the most popular social platform globally but messaging apps are also a force to be reckoned with. China-based QQ is the second biggest social platform worldwide, and Facebook-owned WhatsApp is third.

Tencent owned QQ is the emperor of Chinese IM and has 829m active monthly users. It holds the Guinness World Record for the highest number of simultaneous online users on an instant messaging program with 210,212,085 users online on 3rd July 2014.

WhatsApp is the second most popular IM platform, with 700m active monthly users. It’s growing at a rate of around 800,000 users per a day with users sending 30 billion messages daily. Tencent’s WeChat dominates mobile messaging in APAC. There are more official accounts created on WeChat each day in China than there are websites brought online.

Mark Zuckerberg announced during Facebook’s F8 Developer Conference in San Francisco that developers can now add a Messenger button to third-party apps so content like personalised music, message, videos and GIFs can be pushed out to friends. ESPN and The Weather Channel are among the 40 apps that now support Facebook Messenger.

It’s clear that IM is big, and it’s not going anywhere. So, here at We Are Social in London we are holding an event called Instant Messaging 101 that will tell you all you need to know about the rise and rise of instant messaging platforms, what the social thinking is behind their success and what your brand needs to do right now.

Agenda:

  • An Introduction to brands using Instant Messaging – We Are Social
  • Tom Bowman, BBC – Zero to 1 Million LINE users in 4 months
  • Anthony Green, Kik – The Race to Become the WeChat of the West
  • What do Millennials actually want from brands on IM? A panel of students from Ravensbourne college will take questions from the room on how they use Instant Messaging and Social

Time – 6.30 pm 22nd of April
Venue – We Are Social, 1 St John’s Square, London EC1M 4PN

If you would like to come to this event please email sophie.fitzgerald@wearesocial.net

Jaguar: Facebook Lead Generation

by Alex Young

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In September 2014, Jaguar released its latest model to the world, the XE, its most advanced, efficient and refined sports saloon ever.

Jaguar has not featured in this market since production ceased on the X-Type; it was re-entering a market dominated by German manufacturers.

The new XE aims to be a volume seller, but in order to make this happen Jaguar needed to speak to and intrigue a new audience; an audience that hadn’t previously considered Jaguar as an option.

The brief
Following the XE’s star-studded London launch in September 2014, our challenge was to derive meaningful interest in the XE from social.

We needed to provide Jaguar with the details of those interested in the car, and crucially, we needed to ensure these people were in the market to buy one.

A people-focused approach
In order to capture leads, we drove people to a ‘keep me informed’ page on the Jaguar website. Facebook currently provides 25% of total social referrals to websites so would seem a logical choice – but it offers a whole lot more than just driving traffic. This was about generating the right kind of traffic. Our challenge was to only target people in the position to buy a Jaguar, and Facebook’s targeting capabilities made it an obvious choice.

Ads ensured quantity
We used Facebook’s Link Ad format to drive efficient click-throughs. Hero shots of the car appeared in people’s newsfeeds, while a clear call to action ensured in-market customers understood the purpose of the ad, and where it would take them. Once they landed on the site, those who were interested completed the form and were subsequently updated about the XE via email. We tracked the process using pixels.

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Targeting ensured quality
So we drove lots of people to sign up… great. How did we ensure they were relevant, in-market customers? How did we use a social network to drive credible prospects? By ensuring that the leads we captured really were those people defined as our XE audience.

We used Partner Category targeting to ensure quality. Facebook’s partners include Acxiom and Datalogic; they aggregate consumer data and allow us to target groups of people based on online and offline spending habits, household income and attitudes.

We overlaid specific partner categories with demographic targeting (age and gender) to hone in on a distinctive XE audience.

Nice, did it work?
Well, yes! In fact, the results set a precedent for the industry and the campaign has just been featured as one of Facebook’s ‘success stories’. You can read the case study below.

Headlines:
2.1x uplift in lead volume during the campaign
Over 70% lower cost per lead compared to email campaigns

Overall, this is a great example of how a paid social strategy can not only outperform other channels, but also become an innovative, unconventional way of driving results. Laura Schwab, Marketing Director, Jaguar Land Rover UK said:

This campaign shows the huge potential of customer targeting through social media. Facebook is not just for the masses. With such granularity available in the targeting options, brands can cut straight through to niche, luxury purchase audiences too.

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OOO for Jury Service

by James Nester in News

Cannes Lions has just announced the juries for 2015 – and our very own Creative Director James Nester is on the Cyber panel. Here he talks about one of the biggest challenges in store for him and fellow judges.

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So I’m one of the Cyber jurors for Cannes 2015.

This means that while my peers are nursing hangovers on the glorious Google beach, I’ll be stuck in a dark room, between twelve and sixteen hours a day, agonising over thousands of entries. I’m delighted.

No really, I am.

This is an opportunity to see the best work the world has to offer; get an inside view on how the planet’s most important ad festival works; and a chance to stay in the Carlton rather than just buy extortionate drinks there. But it’ll be hard work for sure. And other than a severe vitamin D deficit, the biggest challenge my fellow jurors and I will be wrestling with is this.

What is ‘Cyber’ anyway?

Take one of last year’s most famous winners – Volvo’s “Epic Split” starring Jean-Claude Van Damme – it won the Film Grand Prix last year, and quite rightfully so. It happened to win the Cyber Grand Prix too. While Dumb Ways to Die won just about every Lion possible – including Cyber – the year before. Given that everything is online these days, ‘Cyber’ just describes…well, everything, doesn’t it?

There’s a strong argument that it shouldn’t.

As in every Lions category, the very best examples of Cyber campaigns will always have a big idea at their heart. But this year, I hope to see loads of work that feels like its doing something game-changing within the digital world. With technology moving so fast, I hope we’ll be spoilt for choice.

As for the social sub-categories which my colleagues at We Are Social and I helped to define back in 2014, I hope to see campaigns built on an understanding of how people behave. Ideas that tap into the power of people, rather than the power of media spend. A TV ad that happens to go viral – no matter how epic – probably won’t tick the box.

Finally, I hope to see the Google beach – if only briefly.

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James Nester and fellow Creative Director Graham Jenks have been recognised at Cannes several times, most notably winning Cyber and Direct Lions for ‘The Gnome Experiment’, the world’s most awarded direct campaign 2012 (Big Won Report) and the world’s most awarded PR campaign 2013 (Holmes Report).