Monthly Archives: February 2013

Headlines & Stuff

Written by: Digitally Approved
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Here are some cool things we read about this past week:

Twitter Opens Advertising API
Twitter announced this week that it is opening up its advertising API, enabling a handful of launch partners to build their own tools for creating and managing ad campaigns on the platform. The five launch partners include: Adobe, (BuddyMedia), HootSuite, Shift and TBG Digital (which is one of Facebook’s biggest ad partners).

Twitter Now Reducing Some Tweets to 117 Characters
If you’re tweeting a URL, your tweets just got a bit shorter. Starting this week, any tweet sent with a URL will be reduced to 118 characters, or 117 for https links.

Pinterest Valued at $2.5B
Social scrapbooking site Pinterest has secured $200M at the valuation of $2.5B. Pinterest is now worth more than public traded internet companies Zynga, Yelp and Pandora, even though they have yet to generate any revenue.

Facebook to Partner with Acxiom, Epsilon to Match Store Purchases With User Profiles

Facebook is testing out a new kind of ad targeting that will let brands market to users based on what they’ve bought in stores. Facebook is partnering with data giants like Epsilon, Acxiom and Datalogix to allow brands to match data gathered through shopper loyalty programs to individual Facebook profiles, much like it’s done previously with marketers’ customer data from their CRM databases. The targeting would hypothetically enable Coca-Cola to target teenagers who have bought the soda within the last month.

Global Social Media

Facebook to Open up 100 Jobs in Dublin to Expand European Hub
Facebook is bring 100 new positions to Ireland as part of its ongoing expansion in Europe. Irish broadcaster RTE says this will add to Facebook’s team of 400, already in the country.

Google Goes Pop With Asian Hangouts
Google has joined forces with Chinese, Korean and Japanese pop stars to promote the Google+ Hangout service via its A-Pop Star Week starting March 8. The artists will answer audience questions via YouTube promotional videos or fans can post queries using Google+ hashtags. Each C-Pop, K-Pop and J-Pop artist will select five people with the most creative questions to participate in personal Hangouts. Google is also rolling out an A-Pop channel which will act as a hub for live streaming concerts from Asian artists.

Noteworthy Campaigns

NBC’s The Biggest Loser Partners With Pinterest for Seconds Screen Content
The Biggest Loser has teamed up with social network Pinterest to provide a second screen experience. This week, the TV show began directing viewers to the Pinterest account for instructional content based on the current episode of the reality show. Show creators also began showing pop-ups on screen to remind Pinterest users to check out healthy recipes that were fed to contestants. Along with show tips, the Pinterest account also includes a “Tips from the Trainer’s” section, which offers matching video on the show’s web page.

Ford Gives Free Cars to Social Media Influencers
Ford kicked off Social Media Week in New York this week with the announcement that it is launching an updated version of its “Fiesta Movement” campaign, supplying bloggers, tweeters and other social media users with a brand new Fiesta for six months, asking them to document the experience. Ford’s head of social media, Scott Monty, said 100 people, including some celebrities, would receive the cars in what he said was a “social remix” of the company’s 2009 campaign.

Headlines & Stuff

Written by: Digitally Approved
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Here are some cool things we read about this past week:

Twitter Raises the Price of a Promoted Tweet to $200,000 Per Day
Twitter has enacted another price hike to its Promoted Trend product, raising the cost of the service to $200,000 daily. That is up from $150,000 before and is 2.5 times as high as its introduction price.  Assuming Twitter can sell a Promoted Trend per day, the ad slot would generate $73m per year in revenue.

American Express and Twitter Sync Up on True Social Commerce
Starting this week, American Express card members can link their Twitter accounts with American Express accounts and tweet specific hashtags to actually buy products on the microblog. At launch, card members who have opted in can purchase an Amex gift card, an Amazon Kindle Fire, a  Sony Action Cam, an Urban Zen bracelet, and a Microsoft Xbox 360. These products will be available through March 3 if they don’t sell out.

Facebook is Testing ‘Buy Tickets’ Links for Events
Facebook appears to be testing “Buy Tickets” buttons and links for event pages. Reportedly, these buttons are simply links to third-party sites at the moment, but it signals a possible deeper integration with the social network. Considering that Facebook has payment processing already in place, “Buy Tickets” could become part of Facebook Gifts. The feature is only showing up on Pages in Israel and The Netherlands currently.

Pay to Promote Your Friends’ Posts on Facebook
Facebook has let you pay to promote your own posts since September. For $7, the company promised, you can make a given post appear higher in your friends’ feeds. It was a controversial new revenue stream that critics feared would turn your News Feed into a rigged game – one in which we’d all start paying to level the playing field. There hasn’t be a lot of evidence of that so far. But that may change with social pressure to promote certain posts from friends. “If your friend is running a marathon for charity and has posted information publicly, you can help that friend by promoting their post to all of your friends,” a spokesperson told AllFacebook. The feature will be rolling out gradually to all users, and won’t be available to those of us with more than 5,000 followers and friends.

Global Social Media

Google Signs Deal to Launch New YouTube App on Free-To-Air UK Satellite TV Service
Expanding its online video services beyond the Web, Google has signed a deal with free-to-air UK Satellite TV service Freesat to add a dedicated YouTube app for customers, ensure they will be able to access millions of videos without the need for an additional device.

Latin America, Asia-Pacific Social Media Users Enthusiastic About Brands’ Activity
Internet users in Latin America and some parts of Asia Pacific heavily interact with brands’ social network pages, according to a recent study. 70% of Brazilian consumers are “very much” or “somewhat” likely to visit a brand’s social media pages regularly, along with 72% in Mexico and another 64% in Argentina. Users in Asia Pacific are also quite interested in brands’ social updates. 40% of consumers in India say they’d very likely check brand’s pages on a regular basis, with only 6% saying they were unlikely to do so. At the opposing end is Japan, where only 4% were very likely to interact with brands and a little more than half would completely ignore them.

Noteworthy Campaigns

Lipton Tea Targets Younger Demographic With Instagram Competition
Lipton Tea has launched an Instagram competition as it looks to target a younger demographic. The four week campaign, called “Liptagram,” comprises of a photo challenge in which users will be encouraged to tag their photos using weekly themed hashtags which promote Lipton’s core brand values, including #LiptonBrightness. The competition will run via a dedicated Facebook Page, where people can submit their entries and view other candidates’ photos. Winners of each challenge will be announced on a weekly basis, and a prize of an all-expenses-paid safari trip to Kenya, including a Lipton Tea plantation tour, will be awarded to the overall winner.

Taco Bell Announces Doritos Cool Ranch Taco Via Twitter’s Vine
Taco Bell is heralding its new Cool Ranch Doritos Locos Taco in a very new 2013 way: With a Vine. The fast food chain released Vine to get the word out about the item, which is available March 7.

Evolution of the Newsfeed

Written by: Tom Edwards
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Today I met with one of my local Facebook team members as we were partnering on a client initiative and our conversation sparked an interesting thought about the future of newsfeed publishing and how brands should be thinking about maximizing their publishing strategies as Facebook’s platform continues to evolve.

I have recently written a number of posts on the subject of Facebook publishing from the intersection of Paid & Owned, the importance of visual storytelling and best practices for optimizing content. All of these topics are relevant to this conversation and further frame the importance of the following statement:

Everything happens in the newsfeed vs brand pages


This was an incredibly simple statement that all of us who publish on behalf of brands sometimes take for granted. The numbers definitely back up the statement with 115 billion impressions served daily via desktop and 65 billion newsfeed impressions served daily via mobile.

Think about your own behavior when it comes to interacting with brand related content on Facebook. How often are you clicking through to a brands page to consume their content? This divide is even better visualized when it comes to users mobile interactions?

Where do you consume brand messages on the desktop?

Snickers Newsfeed

This becomes even more apparent via mobile!

Snickers mobile Newsfeed

The reality is most social interaction happens via the newsfeed. Interactions being likes, comments and shares. Most brands approach content publishing from the perspective that users come to the brands’ page and consume their content in a linear manner. The reality is brands need to create a publishing strategy that is optimized for Edgerank and based on deliberate content buckets that are relevant & engaging for the brands audience that can be consumed in a non-linear manner but still represent the core social persona of the brand. This requires a detailed strategy that is grounded in the core attributes of the brand that then leads to content pillars that are designed to maximize engagement.

The following graphic represents the % breakdown across interaction types.


With so much consumption happening via the newsfeed, shouldn’t the in-stream experience/opportunities be as relevant and compelling as possible? This leads me to what I see as the next step in the evolution of brand publishing and that is going a step beyond visual storytelling and incorporating compelling interactive experiences to enhance the publishing strategy.

The recent announcement and coverage of Stipple’s Facebook support and subsequent usage by Justin Timberlake to provide interactive cover art is a glimpse into the future of newsfeed publishing.


Interactive posting is not a new concept. I remember first seeing this executed by Vitrue’s platform back in 2011 via the Buffalo Wild Wings example below. Leveraging this type of interactive content publishing was one of the enabling factors that has driven Buffalo Wild Wings to acquire over 9 million fans. Their content strategy has led to an engagement rate of 4.8% over the last 30 days with over 477,000 interactions. Having a point of differentiation in-stream has led to positive results for the brand.

Buffalo Wild Wings

The number of vendors supporting interactive posting in-stream has grown since 2011 with shops such as Shop Igniter providing solutions that are optimized to support rich interactive in-stream campaigns to drive lead generation, giveaways, promotions, etc…

Fiat In-Stream

The real key point of differentiation now vs. then is the ability to create immersive newsfeed experiences for both desktop & mobile by leveraging responsive design. Now it becomes easier to publish across both desktop & mobile to drive in-stream & even in-app (Facebook’s app) interaction.

The example below shows an example from Shop Igniter’s platform that enables in-stream video that then drives to a mobile optimized experience based on responsive design that allows the flexibility of staying within the application, but also allows the addition of an action object in the experience that extends the reach of a users action beyond the newsfeed into the activity ticker. This is a key element to further drive distribution and discoverability of content as well as the fact that the newsfeed does not support action objects directly.


The GoPro example is a great example of a light weight execution that does not rely on driving to an end destination to generate engagement & story creation. This in my mind is the next evolution of content publishing in-stream.

Similar to the evolution of static banners to rich media, creating compelling content that is optimized for EdgeRank, light weight in design and contains the experience within the existing stream and Facebook application across both desktop and mobile that also taps into the social graph to append actions is an ideal addition to an owned content strategy.

This also maximizes the principles of real-time paid amplification that I have discussed in the past because these are actual posts being created on Facebook’s platform that can fit seamlessly into a paid media strategy.

The other benefit to this type of publishing is the engagement data on the content level that can drive further optimization of content moving forward. By tracking impressions, engagement rate and social actions, we can directly map to our core KPI’s.

When it comes to Facebook, it is not enough to just have a content calendar. It is incredibly important to have a true strategic framework that outlines the brands publishing strategy and how the content will be optimized to drive targeted reach, but it is also important to leverage interactive assets to drive tangible results and activation where appropriate.

Follow Tom Edwards @BlackFin360

Facebook Graph Search, Our POV

Written by: Larry Weintraub
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The recent introduction of Facebook’s Graph Search essentially created an entire Facebook ecosystem to help users find people, places and things that are directly relevant to them based on the massive amount of data collected within the Facebook environment. To help you understand what this all means and how you can make it actionable for you, we created a White Paper POV to help guide you.

It’s free, so click HERE and take a look.

Let us know what you think!


Headlines & Stuff

Written by: Digitally Approved
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Here are some cool things we read about this past week:

Facebook Ads Will Soon Display AdChoices Icon
Facebook display ads will soon sport the advertising industry’s AdChoices icon, allowing users to opt out of the billions of monthly behavioral targeted ads that appear on the social network. The icon will begin appearing on ads served via the Facebook Exchange by the end of Q1. Facebook will add the AdChoices icon to the “about this ad” link available in the drop down menu, which appears when users click on the gray “x.”

Facebook is Creating a Location Sharing App
Facebook is developing a new app that keeps track of a user’s location, and reports information to friends when they are nearby. The app will be released in mid-March, and will run even when it isn’t open on users’ phones.

Twitter Buys Bluefin Labs
Twitter has acquired Bluefin Labs, a social TV analytics company. Twitter continues to ramp up their ties to social TV, and with good reason, as we continue to see a strong correlation between people watching shows and tweeting about them.  The microblog hired a Head of TV last fall and secured a multi-year partnership with Nielsen in December to produce the first-ever social TV ratings.  Bluefin Labs offers detailed reports about which brands are discussed the most on social media. It can provide Twitter with the ammo it needs to hook advertisers by showing who needs to spend money to up their social media status and who needs to spend money to retain their place at the time.

Instagram Now Lets You View Your Feed on the Web
Instagram announced this week that users can now browse their feeds on the Web, just like they can already do on their mobile devices. To check yours out, go to and login to your account. The feed works similarly to the one on your mobile phone. You can browse through the latest photos from people you follow and get updates in real time as they post new ones. You can ‘like’ and comment on phones from the feed as well.

Global Social Media

Brazil: The Social Media Capital of the World?
Brazil is becoming a bright spot for social media companies as they seek more and  more growth outside of the U.S. Brazil is particularly appealing because China, the world’s biggest emerging market, currently blocks sites including YouTube and Facebook. Facebook has 65 million users in Brazil, which makes it the company’s second largest market outside of the U.S. By the end of 2012, Brazil was also the biggest market outside of the U.S for YouTube. Twitter says Brazil has become one of their top-five active markets. Globally, the average time spent on Facebook dropped 2% in 2012, but in Brazil, Facebook time grew 208%. The average time spent on YouTube grew 5%, though usage dropped 3% world-wide.

Noteworthy Campaigns

Banana Republic,, and Oh Joy Spread V-Day Love
Banana Republic is launching its new Spring clothing line with a global marketing campaign called “Love,” and is even trying to translate the ads into real-life, sponsoring in-store Valentine’s Day events with The meet-and greet mixers are scheduled to happen after hours in New York, Los Angeles, San Francisco and Chicago. BR has also enlisted the help of fashion and lifestyle blogger Joy D. Cho of “Oh Joy” to share her personal love story. Cho and her husband have recreated their first date in Banana Republic clothing, with photos appearing on Facebook, Instagram, Twitter and Pinterest. Banana Republic fans can participate too, by sharing their favorite photos of hearts on Instagram or Twitter, for the chance to be included in a Valentine’s Day album posted on Facebook.

Stats of the Week

Written by: Digitally Approved
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Every week we compile lots of interesting stats here at Fanscape. Here are some of our favorites from this past week:

Facebook Vacation

According to Pew, 66% of Americans use Facebook. But according to this study, people regularly take breaks from the site and young people are spending less time on it.

The study found that:

  • 61% of current Facebook users say that at one time or another in the past they have voluntarily taken a break from using Facebook for a period of several weeks or more.
  • 20% of the online adults who do not currently use Facebook say they once used the site but no longer do so.
  • 8% of online adults who do not currently use Facebook are interested in becoming Facebook users in the future.

You can read more HERE.

Twitter Users Tweet a Ton During the Super Bowl

The power outage at last week’s Super Bowl didn’t stop people from Tweeting, rather the opposite. During the power outage, 231,500 tweets per minute kept people busy. Meanwhile 24.1 Million tweets took place during the entire game and some of them were actually about football!

  • Beyonce’s performance generated 5.5 Million tweets
  • 108 yard kickoff return = 185,000 tweets
  • Time expires, Ravens win = 183,000

Last year’s Super Bowl generated 13.7 million tweets with a peak of 12,333 per second. While 2011 saw a peak of 4,064 per second.

Read more HERE.

Is Your CEO Social?

According to mega corporate communications firm, Weber Shandwick, CEO’s need to pick up the pace with respect to their own social media efforts.  With only 14% of Americans trusting corporate CEOs, maybe a little transparency would help. In their white paper titled, “Socializing your CEO” they claim that of the world’s largest company CEOs:

  • 97% communicated either through traditional or online channels
  • 64% are NOT engaged through company websites or in social media
  • 36% engaged through company websites or in social media
  • 28% posted letter or message on company websites
  • 18% incorporated video/podcast on company websites or YouTube channels
  • 16% have a profile on Twitter (8%), Facebook (4%), MySpace (4%) or LinkedIn (4%)
  • 12% were featured on their corporate video channels

Download the entire White Paper HERE.

Just for Fun

  • It was projected that 1.23 billion chicken wings were eaten on Super Bowl Sunday
  • In the past 21 years, 18 Super Bowls have been won by the team that hails from the city with the lower unemployment rate
  • 92% of people surveyed said they have lost money gambling on the Super Bowl in the past.
  • An estimated 8 million pounds of avocado were expected to be used to make guacamole for the Super Bowl

Source: Fun Super Bowl Facts from Fox Sports

Headlines & Stuff

Written by: Digitally Approved
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Here are some cool things we read about this past week:

Facebook Debuts Reusable Gift Card
This week, Facebook introduced a reusable gift card that people can give to friends through the Gifts program for use at four partner companies: Target, Jamba Juice, Olive Garden and Sephora. After receiving a Facebook Card in the mail, subsequent card gifts will be automatically added to the balance for one or more of the participating stores. People can see gift balances in their account settings on Facebook in mobile or on the desktop.

Twitter Rolls Out Updates for Viewing Photos and Videos
Twitter announced several enhancements to the platform to make it easier to view photos and videos. Users can now click a photo from a profile page or in search results to see a larger photo without leaving the page. Media galleries now include videos from Vine, YouTube, Vimeo and other Twitter partners. Also, Tweet pages now let you see more of the conversation related to a Tweet.

Pinterest Introduces ‘News’ Feature to Improve Content Discovery

In place of Pinterest’s activity feed, the company has installed a new tool called “News.” The feed displays boards where you recent pins have been repined, creating a feed of potentially relevant content that users can peruse from their own profiles or those of others. Pinterest is also testing out a new look, aiming to make navigation more intuitive. More on this here.

Foursquare Launches Dedicated iPhone App for Businesses

Foursquare has just launched Foursquare for Business, an app specifically designed for business managers. The new app allows managers to post local updates, view recent visitors and their tips, deactivate/activate specials and track analytics.

YouTube Set To Introduce Paid Subscriptions This Spring
YouTube is prepping to launch paid subscriptions for individual channels on its video platform in its latest attempt to lure content producers, eyeballs and advertiser dollars away from TV. YouTube has reached out to a small group of channel producers and asked them to submit applications to create channels that users would have to pay to access. The first paid channels will cost between $1 and $5 per month. YouTube is also considering charging for content libraries and access to live events, a la pay-per-view, as well as self-help or financial advice shows.

Global Social Media

French Twitter Users are Saying “Au Revoir” to the Word ‘Hashtag’
In an effort to protect the French language from Anglicism’s, the word ‘hashtag’ will be replaced with ‘mot-diese,’ meaning “sharp word,” in English. The change comes from a French government agency  responsible for promoting the French language.

Twitter is Now the Fastest-Growing Social Platform on the Planet
New research suggests that Twitter is now the fastest growing platform on the planet, beating Facebook and Google+ for the top spot. The number of active users on the microblog grew 40% from the second quarter to the fourth quarter of 2012 – equal to 288 million monthly active users. Overall, 21% of the worldwide Internet population now actively uses Twitter on a monthly basis.

Noteworthy Campaigns

Super Bowl Ads That Enlist Viewer Help
Advertisers are finding new ways to get viewers into the game during Super Bowl XLVII, which airs on CBS on Sunday. Some campaigns that enlist viewer help include: Coca-Cola’s ‘The Chase’ (highlighted in last week’s Headlines)  asks viewers to vote on the commercial outcome;  Pepsi’s Halftime Show (also highlighted in a previous Headlines) asks viewers to upload photos to be featured in a video announcing Beyonce; Toyota  asked users to submit photos on Instagram and Twitter with the hashtag #wishgranted to win a spot on their upcoming Super Bowl ad;  Lincoln  enlisted the help of Jimmy Fallon to crowdsource road trip stores from Twitter for the commercial storyline; and Audi let users choose one of three possible endings for its Game Day spot through an online vote.

Stats of the Week

Written by: Digitally Approved
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Every week we compile lots of interesting stats here at Fanscape. Here are some of our favorites from this past week:

Social TV

The electronic water cooler is working after all—at least according to a new study commissioned by the Cable & Telecommunications Association for Marketing (CTAM) and conducted by Nielsen. The study finds that social chatter—particularly on Facebook—has a significant impact on what viewers watch on television.

The study found that:

  • 46% started watching TV because of chatter on Facebook
    • 54% of 18-34 were influenced by Facebook
  • 14% are influenced by Twitter.
  • In contrast, 9% said they were influenced by the TV show website
  • 8% influenced by web forums
  • 7% influenced by entertainment sites

You can read more HERE.

Connectivity Data

Semiconductor solutions company, Broadcom Corporation, published the results of a survey of 2,500 U.S. adults measuring connectivity trends across behavioral and demographic lines in today’s digital life. The survey revealed seven distinct connectivity personality types among American adults, defined by two key dimensions: Connectivity, or the level of device and social media use, and Behavior, or how web-enabled devices and online platforms are used to connect to others. It also identified a range of characteristics of those with the greatest connectivity quotient. A full report on the survey findings can also be accessed HERE.

Per the report, this chart shows how people access some of the most popular social destinations on the web:

Social Networks Used by US Internet Users, by Device

Desktop Mobile Total
Facebook 86% 84% 87%
YouTube 77% 68% 80%
Google+ 51% 42% 54%
Twitter 27% 34% 31%
LinkedIn 27% 14% 28%
Pinterest 18% 18% 20%
Instagram 5% 24% 14%
Yelp 9% 14% 12%
Flickr 9% 7% 11%
Tumblr 6% 7% 8%
Blogger 8% 5% 8%
WordPress 6% 3% 7%
foursquare 2% 6% 4%
reddit 3% 3% 4%

Source: Broadcom

How Social Media Users Access Social Media (Hint: Mobile is taking over)

There is no question that social media has gone mobile, as more and more consumers access their accounts via smartphones and tablets. Now, marketers are racing to catch up with consumers where they connect, employing a variety of strategies for outreach, according to a new eMarketer report, “Social Media Marketing on Mobile Devices: Turning Challenges into Opportunities.”

Source: eMarketer

Just for Fun

  • According to Genesis 1:20-22 the chicken came before the egg
  • In the Caribbean there are oysters that can climb trees.
  • A company in Taiwan makes dinnerware out of wheat, so you can eat your plate!