Hello, we are social. We’re a global conversation agency, with offices in London, New York, Paris, Milan, Munich, Singapore, Sydney & São Paulo. We help brands to listen, understand and engage in conversations in social media.
We’re a new kind of agency, but conversations between people are nothing new. Neither is the idea that ‘markets are conversations’.

We’re already helping adidas, Heinz, Unilever, Heineken, eBay, Jaguar, Intel, Moët & Chandon & Expedia.

If you’d like to chat about us helping you too, then give us a call on +44 20 3195 1700 or drop us an email.

We Are Social’s Monday Mashup #240

by Nick Mulligan in News

Over half of digital display ads are never seen
According to Google research, 56.1% of all digital display ads are never seen by a human (we don’t have figures on any other life forms).

Twitter execs are selling off stock
Twitter’s top dogs sold off almost $50m in personal stock in November. The company’s CEO, Dick Costolo, sold off almost 50% and co-founder, Evan Williams, shipped out $28.7m. We don’t want to say they’re jumping ship, but all this nautical language is an excuse for a picture of the fail whale. Remember the fail whale?


Adjustable photo filters on Twitter
Hooray for filters in all their photo-saving glory. Twitter has added ‘adjustable filters’, with an intensity slider – now the only difference between you and David Bailey is a wealth of talent and celebrity friends.


Tumblr adds buttons from external sites
Tumblr has added some new buttons for users that post content from specific sites. Etsy gets “buy”, Artsy “browse” and Kickstarter “pledge”, while anything that comes from Do Something allows you to, errr, “do something”. Nice.

New Tumblr Buttons

Geofilters available to all Snapchatters
Snapchat has had geofilters for a while now – super special filters that show up in a specific location. Previously, they could only be created by selected partners, but now this functionality is available to everyone. Must be nearly Christmas.

G+ adds pinned posts
You can now pin posts on Google+ profiles and pages. So can the Brooklyn Nets, as you can see in the example below. As you might expect, a pinned post will appear above all others.

Google Plus Pinned Post

Line Pay goes global
Messaging app, Line is expanding its e-payment system, Line Pay (previously only available in Japan) to the entire world. Line Pay allows users to register a card, with which they can make purchases on the Line store and in participating offline shops.

Toyota wants us to #BuckleUpForLife
Toyota is asking Twitter and Instagram users to upload photos with the hashtag #BuckleUpForLife, the name of a charity with which it’s working. For every picture, the car manufacturer will donate 10 car seats for children.

Build a Honda on Twitter
Remember when you could make a Mercedes on Instagram? Now you can build a Honda on Twitter. It’s an interesting trend in the automotive industry, but we imagine it’ll be a while before we see a Ferrari on Friends Reunited. Or an Audi on adult friend finder.


Heineken will make your party better
Last Thursday, Heineken ran a campaign asking Twitter users to explain why they needed a Heineken-themed do. Tweets sent in with the hashtag #SparkMyParty were entered for the chance to win everything you need for a party: a DJ, beers and, of course, balloons.

Stella buys Instagram ads
Stella Artois has become the first beer brand to purchase Instagram ads, thinking that we may all be planning a merry Christmas. Here are a couple of the shots.

Stella Instagram 1

Stella Instagram 2

Liberty launches perk app
Liberty London has partnered with the app Tapestry, which links to users’ Instagram accounts. When you enter the store, you’ll get personalised perks based on your Instagram activity, along with a note of whereabouts in store you can collect them.

Celebrate advent on Instagram
Too old for a chocolate advent calendar? No, you’re never too old, but if you will be such a Scrooge about it, there’s an online version you can try with ASOS. Using #Instaadvent1 through #Instaadvent24, the fashion retailer is running a daily advent-themed competition in the build up to Christmas.

ASOS Instagram advent

Ted Baker wants to help Santa take an Elfie
Don’t you hate it when you want to take an Elfie, but all your elves are missing? Well so does Ted Baker. It’s created a ‘choose your own adventure’ game on Instagram, where you can find the missing elves. You might even win a prize.

Brands on Black Friday
Lots of brands got involved with Black Friday, as you might imagine. There’s a roundup of some of the campaigns here. Amazon allowed Twitter users to ‘tweet to unwrap’ early deals, Kohl’s asked trivia questions with a $500 gift card prize and Target requested #Salefies from those who didn’t get trampled in the carnage.

Brands tweet about Peter Pan Live
NBC has plans to build a ‘live tradition’, starting with last week’s ‘Peter Pan Live’. Brands got involved with the massive televisual event.

Skeletor takes over Honda Twitter
Fed up of trying to conquer Grayskull, Skeletor took over Honda’s Twitter account last week. It’s gone back to normal now, but our contacts in Eternia say that he had a lovely time.

#IamSocial: Insight & Jazzy Jumpers

by Alex Milic in News

Blog four about the #IamSocial grad scheme is here! This month I’ve been getting locked in small rooms for fun, delving into spreadsheets with the ‘Research & Insight’ team and taking full advantage of the We Are Social free breakfasts.

So, what is R&I?
R&I (Research and Insight) is the one stop shop when you want to find out how successful a campaign was or identify important audience insight and demographics. Using powerful tools they scour the social media landscape to help our clients understand and interact better with their customers.

Their real talent lies in their ability to analyse the reams of information they receive and extract that all-important, meaningful insight. Working with powerful tools, our analysts make sense of the conversations happening over social media and not only to help our clients understand it, but ultimately, to ensure the recommendations we make to our clients come from a social insight.

I won’t beat around the bush; I was slightly unnerved about my placement in R&I. The last time I properly opened up an excel sheet to do sums was during high school, and since then the quiet mutter of the word ‘excel’ has sent me into a cold sweat.


Luckily, the team were great and threw me straight into working on some interesting projects. Using spreadsheets and boolean queries I quickly learned about the various tools we use here and how they can be put to use for different clients. Within two weeks I was transformed from an excel novice into an excel GOD. Great success.

In honour of the R&I team I will now deliver the rest of this blog in the form of pie charts (and the odd line graph).

First up, here is a pie chart depicting the percentage of problems that can be solved by creating a pie chart:

Screen Shot 2014-11-20 at 13.09.59

The figures don’t lie, it is evident to see that pie charts are the answer to all of life’s problems.

During my time with the R&I team I was introduced to Joe, a Research & Insight Director here at We Are Social. It was here that I learned about Joe’s penchant for jazzy jumpers. I have used my new found excel skills below to chart the increasing jazziness of his jumpers over the past ten months:

Screen Shot 2014-11-20 at 13.10.46

As you can see there has been a rise in jazziness in the past few months indicating jazzy jumpers are going to be big sellers this festive season. You heard it here first.

Screen Shot 2014-11-20 at 13.11.14
The evolution of Joe’s jumpers from Q1 to Q4

I also ventured out with the R&I team for a team building game of ‘Hint Hunt’ last week. Hint Hunt is hard to sell in words, but you basically spend an hour locked in a small room with your work colleagues trying to find clues that eventually allow you to escape. Clues are hidden beneath tables, in cubby holes and within locked boxes. It’s better than it sounds – I promise. The below chart explains how I spent my hour locked in a room with the team:

Screen Shot 2014-11-20 at 13.11.54

As you can see from the above chart, I live by the mantra: if in doubt, flip a table.


R&I turned out to be one of the most useful placements I’ve completed. Not only have I conquered my fear of excel, but I’ve also learned how to utilise a variety of useful tools to track conversations as well as building knowledge of complex demographics. These skills will prove invaluable when we begin our permanent roles come January!

So in conclusion…

Screen Shot 2014-11-20 at 13.13.39

5 things we’ve learned this week

  • Pie charts make everything better
  • Specialized social tools can be put to great effect to track the success of campaigns
  • Jazzy jumpers are in this season
  • Excel is friend, not foe
  • Nick (writer of the Monday Mashup) was once the star of a Cheerios TV ad campaign. Rumour has it he was paid in solely Cheerios.

Screen Shot 2014-11-20 at 13.14.38
“One day I’ll be writing the Mashup, then you’ll see”

Mobile+: new generation of developers

by Paul Napier

Marketing Magazine recently published this article by me about a new generation of developers arising as a result of new technologies. They’ve been kind enough to let us reproduce it in full below: 

Each year Apple and Google compete to bring increasingly audacious technologies to market. As a marketer it can sometimes be difficult to know who to approach for advice on how these new innovations can help our clients and users. Welcome to the era of Mobile+. But how did we arrive here?

On a chilly Cupertino Wednesday in October 2007 the world was casually informed that our way of life would change profoundly. But beyond the general population, there was a subset of people, myself included, whose lives would be so heavily impacted we would barely be able to remember what it was like before the advent of iPhone. Apple had created an industry: mobile app development.

In 2008, when the first software development kit (SDK) was released, mobile app development was fairly straightforward. There was one device. One screen size. Two orientations. Apps would run in portrait, or landscape or have it transition between layouts and the concept was one of immediate need fulfilment. Brands could integrate an app into their digital portfolio that simply performed a task, which enhanced a user’s life.

Then the likes of Apple, Samsung, Sony, Nokia, Blackberry and others began to add more dimensions, greater functionality, APIs and new devices to their phone portfolios. So we adapted, learned the relevant programming languages, grew. Mobile development became more of an art than a job and each new release gave us opportunities to discover ways of meeting clients’ and users’ expectations through improved speed, functionality and technology.

Tablets were released and a new dimension of creativity began. Apps that were hitherto confined by the space of a standard mobile phone were given free reign in the not-quite-laptop sized arena. Since this technology is something you can pick up and take with you, and since it follows similar rules, structures and layouts as well as the same programming languages and APIs, this was absorbed in the catchall ‘mobile’. And yet this term already began to feel strained as brands had to make choices over how to interact with their users when discussing the creation of apps.

Fast forward a few years to the current day, where the exciting news has arrived of the Apple Watch hitting stores in 2015.

Throughout this time we have seen a surge in technology breakthroughs: smartphones, tablets, clothing, jewellery, cars, watches, glasses and even fridges. Utilities, apparel and appliances all talk to us or help us to perform our daily tasks. We integrate a host of touchable screen sizes on various parts of our body through the day even using biometric data to identify ourselves. Usage across these technologies is growing at an explosive rate with the Australian market penetration for smartphones alone being predicted as high as 90% in 2015 (Australian Smartphone Market Study 2011-2015).

And who do we look at when we think about these technologies? Mobile app developers? Perhaps. But if so, this leaves us with two options:

  1. We explore a new way to define the developers that cover these areas – perhaps a mobile developer is just that: one who creates apps for mobile phones, and these new platforms are a separate and new development area akin to the way the role was created for the original mobile development pioneers, or
  2. we redefine the meaning of ‘mobile’ beyond the scope of phones – the raw constraint of a mobile developer is no longer applicable, since technology has expanded beyond it.

Truthfully, though, the answer lies in combining both. When we work in any environment, we cannot be constrained by the limitations of a title. Nor can we allow technology to move beyond us. We are living in a time where people are being given exciting new ways for them to interact with the world, their friends and their favourite brands. Now ‘mobile’ development means riding on the crest of technology changes, seeking innovation as we would draw breath. These burgeoning technologies open up avenues and choices for existing mobile developers to grow and transcend beyond the standard definition.

This parallels with our clients, who now seek guidance and advice on the right technologies, platforms and systems to help them express their messages and address their customers’ needs. The idea of the digital portfolio has evolved beyond a simply a website, a social presence and possibly a smartphone app. It is now a living breathing ecosystem, which encapsulates anything from a simple Facebook app, through to a system of integrated cross-platform, multi-device applications and can give birth to a new concept at any time. We must think beyond the means to deliver and focus on the message in a truly agnostic fashion.

So, as we seek to integrate the new offerings from Apple, Google and others into our clients’, our users’ and our own digital portfolios, a new generation of developers have been given the chance to arise: ‘Mobile+’.

YouTube beats Facebook for visitor rates

by Lauren Underwood in News

Recently, in an exclusive blog post from GlobalWebIndex, we revealed that its latest GWI Social Report shows that Facebook is still the most popular social media platform in terms of members and active users.

However, Facebook dominance fails to hold up when it comes to visitor rates, i.e. the number of internet users who say they’ve visited social platforms in the last month. Here, YouTube takes the top spot with 85% of online adults outside China having visited the site, pushing Facebook, with 76%, into second place.

So, while internet users might not consider themselves active users of YouTube, they are visiting it more than Facebook.

GWI YouTube

We Are Social’s Monday Mashup #239

by Nick Mulligan in News

Over half of UK ad budgets to go digital in 2015
UK readers, do you feel digitally savvy? Well that’s because you are. In fact, you’re so digitally savvy that advertisers are set to spend more than 50% of their £15.7bn budgets on digital in 2015. That puts the UK at number one in the digital ad stakes, followed by Sweden (47%), Denmark (43%), Australia (42%) and Norway (40%).

Twitter adds Offer button
Twitter is bumping up its e-commerce offering with the launch of ‘Twitter Offers’. A set of partners can now tweet messages containing an offer, which users can claim in store by registering their credit or debit card. All this in time for the festive season – it’s a Christmas miracle!

Screen Shot 2014-12-01 at 14.15.39

Twitter tests in-tweet analytics
Twitter has started an experiment with in-tweet analytics, in which some users are seeing a ‘view analytics details’ button on the mobile app. Clicking the button allows you to, well, view the analytics details of the tweet, including impressions, total engagements and engagement rate.

Screen Shot 2014-12-01 at 14.26.30

Samsung sponsors rugby highlights on Twitter
Samsung mobile is sponsoring rugby video content on Twitter, through the Sky Sports Rugby account. It’s a nice example of a brand taking a normal online behaviour (in this case sharing video clips in near-real time) and embracing it, rather than trying to shut it down.

We Are Social and Bulmers start ‘yarn-bombing’
Bulmers and We Are Social are joining up to make winter a little warmer, by knitting Twitter handles in yarn to create ‘tree cosies’ for Bulmers’ apple trees. The cider brand is asking its community to respond to a set of competition questions, with a few lucky winners getting their Twitter handle yarned up.

The ASA bans Oreo YouTube ads
The UK’s Advertising Standards Agency has banned a set of YouTube videos for Oreo, because they did not adequately point out that they were adverts. If you’re desperate to feast your eyes on an ‘Oreo Lick Race’, though, fear not! We’ve got one embedded below.