Monthly Archives: March 2013

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:

Smartphone Usage

IDC Research revealed the results of a recent Facebook-sponsored study that tapped 7,446 iPhone and Android users in the U.S. between 18 and 44 — representative of the 50% of the population that uses smartphones — and asked them questions about their phone usage across one week in March.  Here is some of what they found:

  • 79% of smartphone users reach for their devices within 15 minutes of waking up
    • 62% don’t even wait 15 minutes and grab their phones immediately
  • 70% of smartphone users are frequent Facebook visitors
    • More than half check it every day
  • Peak Facebook time is during the evening, just before bed
  • The average person in this demo checks Facebook 13.8 times during the day, for 2 minutes and 22 seconds
  • The average daily mobile time spent on Facebook is a half hour
    • Which is roughly 1/5 of all time spent communicating in a day
    • Which is only slightly less than time spent texting
    • On the weekend Facebook is checked more than texting
  • 46% check Facebook when shopping or running errands
    • 48% check at the gym
    • 47% when preparing meals
    • 50% while at the movies

Read more HERE.

Twitter Ad Revenue

Twitter’s global ad revenue will catapult from $582.8 million this year to $950 million next year, according to new projections from the market research firm eMarketer on Wednesday, which cited the strength of Twitter’s mobile presence in revising its earlier projections upward by a combined $180.1 million.

Read more HERE.

Just for Fun, Here are Some Easter Stats

  • Easter is the second most important candy-eating occasion of the year for Americans, who consumed 7 billion pounds of candy in 2011, according to the National Confectioner’s Association.
  • In 2012, Americans spent nearly $2.1 billion on Easter candy, while Halloween sales were over $2 billion; Christmas, more than $1.4 billion; and Valentine’s Day, over $1 billion.
  • Ninety million chocolate Easter bunnies are produced each year.
  • Chocolate bunnies should be eaten ears first, according to 76% of Americans. Five percent said bunnies should be eaten feet first, while 4% favored eating the tail first.
  • Adults prefer milk chocolate (65%), to dark chocolate (27%).
  • According to the Guinness Book of World Records, the largest Easter egg ever made was just over 25 ft high and made of chocolate and marshmallow. The egg weighed 8,968 lbs. and was supported by an internal steel frame.
  • Each Easter season, Americans buy more than 700 million Marshmallow Peeps, shaped like chicks, as well as Marshmallow Bunnies and Marshmallow Eggs, making them the most popular non-chocolate Easter candy.
  • As many as 5 million Marshmallow Peeps, bunnies, and other shapes are made each day in preparation for Easter.
  • In 1953, it took 27 hours to create a Marshmallow Peep. Today it takes six minutes.
  • Yellow Peeps are the most popular, followed by pink, lavender, blue, and white.
  • Americans consume 16 billion jellybeans at Easter, many of them hidden in baskets.
  • If all the Easter jellybeans were lined end to end, they would circle the globe nearly three times.
  • Jellybeans did not become an Easter tradition until the 1930s. They were probably first made in America by Boston candy maker William Schrafft, who ran advertisements urging people to send jellybeans to soldiers fighting in the Civil War.
  • 70% of kids aged 6–11 say they prefer to eat Easter jellybeans one at a time, while 23% report eating several at once. Boys (29%) were more apt to eat a handful than girls (18%).
  • Children indicate their favorite Easter jellybean flavors are cherry (20%), strawberry (12%), grape (10%), lime (7%), and blueberry (6%).


Headlines & Stuff

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

Facebook Updates Comments Feature
Facebook is rolling out an updated commenting system that includes threaded conversations and ranks more relevant and high-quality comments higher. Facebook has been testing the upgraded comments functionality for pages that people can “follow” since November.

Pinterest Begins Rolling Out New Site Design
After a three-month test period with select members, Pinterest announced Monday that it will begin rolling out a new site design to the rest of its 48 million+ users. The design changes are relatively subtle. In the newsfeed, amount of space bordering pins has been reduced to allow for larger images and a cleaner layout. Profile pages have likewise been condensed to show more pins in less space.

Facebook’s Lookalike Audiences’ Tool Aids Marketers
Facebook on Tuesday announced a new tool that allows marketers to reach audiences with characteristics that are similar to existing customers they are already targeting on the social network.
The new lookalike audiences feature builds off the custom audiences services Facebook introduced last fall, allowing businesses to retarget customers on the site through contact information, such as email addresses and phone numbers.

Google Announces ‘Google Capture’ for Hangouts
Google announced a new Hangouts Capture app Tuesday, a new way for Google Hangouts users to capture photos of a Hangout in progress so they can relive the magic of the event later on. The app lets Hangout users take photos of a Hangout in progress, saving all of those photos to a shared folder available to all Hangout invitees. Photos can be viewed while you’re in the Hangout, while you’re browsing through your photo albums, and by visiting the original Hangout post on Google+.

Global Social Media

Top 25 Most Popular Celebrities on Chinese Social Media
We know Justin Bieber is the most-followed celeb on Twitter, and Rihanna is well-liked on Facebook, but who’s popular on Chinese social media? It’s a question that few people in the west likely ask, but with the rise of social networks such as Sina Weibo (China’s Twitter) and Renren (China’s Facebook) among China’s 1.4 billion people, it’s one that is important to consider. Synthesio, a global social-media monitoring company, listened to the top 50 celebrities from Forbes’ “The World’s Most Powerful Celebrities” list, and monitored China’s top social-media sites, including Sina Weibo, Renren and Tencent Weibo. As this infographic reveals, Chinese social-media users love talking about basketball player LeBron James, who takes the top spot, followed by Rihanna and Justin Bieber, respectively. Lady Gaga and Taylor Swift round out the top five.

Noteworthy Campaigns

Tesco Uses Google Street View for Virtual Easter Egg Hunt
UK retailer Tesco is using Google Street View for a promotion that rewards users for finding virtual Easter eggs.  If you live in the UK you can claim a chocolate egg if you find three virtual eggs. If you find a golden egg, you’re eligible to win a Samsung Galaxy Tab.

March Madness Uses Shazam App to Ensure Cross Platform Viewing
March Madness games on the four networks will be Shazam-able, allowing viewers to check on how they are doing in the office pool and find out details on players that are causing them to fall behind. There will also be a separate arrangement with LG. Users who tag live broadcasts on CBS and three Turner networks with the Shazam app will be able to gain access to updated brackets, scores and statistics, player details and March Madness Twitter feeds. Viewers can also tag LG ads to enter a contest to go to Atlanta, the Final Four city.

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:

Key Demographic Distinctions that Should Inform your Marketing Strategy (US):

  • Millennials
    • Over half of Twitter users are millennials (eMarketer, 2013)
    • 16.6MM in the US
  • Moms
    • 1 in 8 moms internet users blog.  (eMarketer, 2013)
    • 4.2 MM moms blog in the US.
    • This is expected to remain flat
  • Generation X
    • Twitter Use up 10.5% to 8.5 MM (eMarketer, 2013)
    • 1 in 3 of all smartphone users are from Generation X
  • Baby Boomers
    • 1 in 5 digital video viewers is a baby boomer.  (eMarketer, 2013)
    • 1 in 2 use smart phones

The Demographics of Social Media Users (Pew, 2013)

Just for Fun

  • George W. Bush was once a cheerleader
  • In Japan, it is completely acceptable to name your child ‘Buttocks’ or ‘Prostitute’
  • In 1895 Hampshire police handed out the first ever speeding ticket, fining a man for doing 6mph!


12 Examples of Vine in Action

Written by: Tom Edwards
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By now you have most likely heard through the grapevine (last “vine” pun I promise) about Twitter’s new Vine app and it’s many pros & cons. Many call Vine the Instagram of video as it goes beyond static images by allowing for 6 seconds of context tied to pictures, motion & sound in the form of looping videos optimized to be shared.


Twitter launched Vine on January 24th, 2013 and it has not left the top 20 in the app store since launch. Vine’s six second video loops are quick, lightweight pieces of content that are ideal for social sharing. Initially launched via a mobile app for iOS (Android app in development) this high-level version of an animated gif is quick & easy to capture. Just point your device, touch the screen and the app records up to 6 seconds allowing for starts & stops.

According to Tech Crunch, Vine (2.8% penetration) has taken an early lead over the likes of Viddy (0.5) & Socialcam (0.2). There is significant opportunity tied to short form video assets & social sharing as the same article referenced that 98% of overly active users shared photos whereas only 4% shared video.

With the recent changes announced by Facebook and the importance of visual content that drives engagement, having the opportunity to create short-form content may be a powerful tool for brands to consider.


Vines can be a powerful addition to a solid content strategy. Whether it’s showcasing supplementary branded content or simply finding a relevant extension of your brand to highlight, Vine can provide yet another option to keep users attention.

Here are 12 examples of Vine in Action:

1) Drive awareness to an experiential event
BeatsByDre teased the opening of it’s SXSW Pill Clinic with this Vine.

Screen Shot 2013-03-11 at 4.52.18 PM

2) Share Unique Branded Experiences
Urban Outfitter’s SXSW alien teased via Vine

Screen Shot 2013-03-13 at 5.41.37 PM

3) Highlight Brand Advocates
Kid Robot highlighted a user’s Vine

Screen Shot 2013-03-11 at 4.50.06 PM

4) Pop-Culture Co-Creation in Action
Houston Texans merge their fans & brand with pop culture relevance

Screen Shot 2013-03-11 at 4.45.48 PM

5) Preview Products
Intel is leveraging Vine to preview technology

Screen Shot 2013-03-11 at 4.42.34 PM

6) Highlight a Cause
OKC Thunder highlighting a social cause via Vine

Screen Shot 2013-03-11 at 4.57.32 PM

7) Extend the Brand Persona
Trident is using Vine to extend the core attributes of their brand

Screen Shot 2013-03-13 at 5.02.41 PM

8) Preview with visual context
Warner Bros. promoting a movie with relevant context

Screen Shot 2013-03-13 at 5.11.45 PM

9) Share Important News
Kickstarter announces a record

Screen Shot 2013-03-13 at 5.20.53 PM

10) Drive promotional awareness
Sacramento Kings showcasing promotional items

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11) Leverage Vine for promotion
Regal Cinemas leveraged Vine as part of a promotional announcement

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12) Fan Appreciation
Chick-Fil-A show fans appreciation via Vine

Screen Shot 2013-03-13 at 5.30.22 PM

Be aware when leveraging Vine that there are issues with quality control, as the current version does not allow moderation. The focus should be less on community building & aggregation and more focused on creating content that is then distributed through owned channels.

Also note that it is important to determine the message that is to be conveyed and ensure that it ladders back to the core attributes and persona of the brand prior to just filming.

Follow Tom Edwards @BlackFin360

2013 SXSW Recap

Written by: Larry Weintraub
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I’ve had a few days to digest my SXSW Interactive journey so here is a recap…

If I had to summarize this year in 3 words it would be, Don’t Fear Failure. That was a mantra I heard from mega venture capitalist, Vinod Khosla and echoed (in his own subtle way) by SpaceX / Tesla founder, Elon Musk. Both were inspirational speakers and when merged with the question asked of Musk, “You will be disappointed if _______ doesn’t happen in your lifetime?” and the chalkboards I saw around an Austin hi-rise construction site that stated, “Before I Die I Want To _______” I came away with an urgency and a confidence to take on the world.

Yes, this year was more crowded than ever. Trying to get into a panel meant missing other panels because it required a 45 minute pre-session sit-in to guarantee a seat. And parties, well, there were plenty, but again, if you wanted to go to the big ones, count on showing up well ahead of the start time. And I heard a lot of negativity. “This is my last year.” or “wow, this place is ridiculous, I can’t get into anything.” But if you’ve been coming to SXSW for a few years, then you learn how to navigate Austin for these few wonderful days. Flexibility is key and you want to give yourself room to end up on an unplanned adventure that might put you on a bus or cab ride to something you will never forget. And the food, believe it or not, Austin’s food gets better every year. It is already my favorite food town in America but each year I discover even more, often from a truck or at a party. Rarely from an actual sit down restaurant. (Not knocking Austin restaurants, I just rarely find myself eating at one during SXSW).

In addition to the great panels, parties, food, and inspirational speeches, I also observed a lot of trends and new technologies. I paid close attention to how brands were vying for attention and gleaned valuable insights into where we’re headed as interactive human beings.  Here are some of my highlights (and thanks to my friends Brad, Tom, Bryon, and Jeff at The Marketing Arm for helping to compile this list):


Bre Pettis, the founder and creator of the 3D Printer opened the conference by explaining all the ways that 3D printing is changing our lives. In addition to telling us how easy it is to replicate missing toy train tracks and create shot glasses, he debuted the new 3D scanner which literally spun a garden gnome on a plate while lasers captured all aspects of the object.  While we all don’t need a 3D Printer today, at a reasonable cost of $2,200 (relative to its magic-like capability), it was easy to see how these could be a home staple in the coming years.

Google Glass, Talking Shoes, and Popcorn

The new futuristic Terminator-style Google Glasses were all the rage at SXSW. There were demonstrations and a handful of friends of Google were spotted donning their glasses about town. Personally, I can’t wait for these. Meanwhile at the Google Playground popcorn, candy, and mini peanut butter and jelly sandwiches kept me satiated as I did the obstacle course wearing talking shoes that told me to keep going when I really wanted to rest and have a root beer float.

3M’s Virtual Concierge

If you were wondering where to go and what to do at SXSW, never fear, Jennie, 3M’s hologram-ish virtual concierge was there to answer your questions and make you uncomfortable with her Disney Haunted Mansion-like eyes that followed you as you strolled the Austin Convention Center. I actually liked this display and saw it again at JFK airport welcoming me to the Big Apple. If you make your living as a greeter, you may want to start expanding your skill set.

Brand Activations

Chevy provided the best utility once again with their Catch A Ride activation enabling people to test drive everything from an electric Volt to a sporty Corvette. Need a lift in the rain, try flagging down a Chevy. No really, try. Needless to say, I got pretty wet on Saturday.

Uber CEO Travis Kalanick spoke at the conference and told us all about the trials of bucking up against the old world of taxi driver cartels. Meanwhile Uber sports cars were seen driving people around along with Uber pedicabs which offered free rides to Samsung Galaxy phone owners.

Ford could be spotted showing off their open source programming for their vehicles with a collaboration with Glympse. If you don’t know, Glympse is an app that can show your friends where you are when en route to meet up. It may sound a bit creepy, but think about how many times you’ve wondered what’s taking your buddy so long to get to you.

Getting a drink in Austin is not that hard to do. Local vodka company, Tito’s made it even easier by providing the Tito’s Trolley that circled downtown Austin while whetting your booze whistle in the process. A simple activation that ironically stood out in a crowded field of brand activations.

Award for Standout Brand

Meanwhile, this year’s award for most visible brand was Samsung. There were numerous activations including pop-up stores, rooftop party decks, the aforementioned pedicabs, old-school phone booths, and even a giant building enabled with NFC which offered up cupcakes, drinks, and snacks when your Galaxy Tab phone was tapped against the bricks.

Crowdsourcing in Action

Merging branding with innovation, American Airlines and AT&T combined for a Hack to create the next great travel app. We didn’t get to see the results, but we were told that over 50 developers participated in the event.

Apps and mCommerce Aplenty

In the App world, there were some previous year favorites hanging around such as Highlight and GroupMe both geared to encouraging people to get to know each other a little better amongst the crowds of people. While mobile payments could be felt from Square, Level Up, Intuit, and others. It was actually hard to pay with cash at times and nearly every food truck in Austin was ready to swipe your credit card across their iPhone.

Content Galore

Content was king at SXSW this year. TV networks were prevalent and at any moment you could find yourself posing on the Game of Thrones throne, meeting the stars of Deadliest Catch, checking out with SyFy Network and Warner Brothers had to offer, or learning the secrets of the new Netflix season of Arrested Development.

Also showcasing in the quickly growing field of digital content was the comedy troupe JASH, made up of Sarah Silverman, Michael Cera, Reggie Watts, and Tim & Eric. Underwritten by Mountain Dew’s new energy drink Kickstart and built on the YouTube Channel platform, JASH made quite the splash. If the teaser they provided at SXSW was a sign of times to come, we should see some great comedy coming our way and some incredible brand integration that feels relatively natural and  not forced.

So much to see, so little time, so much fun, so much inspiration.

Headlines & Stuff

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

Netflix Adds Social Options, Facebook Tie for U.S. Users
Netflix, this week, began offering U.S. subscribers the ability to peer into each others’ digital movie libraries through an expanded partnership with Facebook.  Users who opt-in will see two new rows added to their Netflix home page that show friends’ activities, and have the option to post films or television shows to Facebook and comment on them.

Facebook Working on Incorporating a Hashtag
Facebook is working on incorporating one of Twitter’s most iconic markers, the hashtag, into its service by using the symbol as a way to group conversations. Facebook is testing whether to follow Twitter’s lead and allow users to click on a hashtag to pull up all post about similar topics or events so it can quickly index conversations around trending topics.

Google Reader is Dead
Google Reader, the eight-year-old RSS reader that became an industry standard, is being shut down permanently.  Statement from Google: “We launched Google Reader in 2005 in an effort to make it easy for people to discover and keep tabs on their favorite websites. While the product has a loyal following, over the years usage has declined. So on July 1, 2013, we will retire Google Reader.”  The news has disappointed many loyal users who have organized an online petition to save the tool – which currently has over 100,000 signatures.

YouTube One Channel Now Open For Everyone

YouTube has opened up its new design for channels to all users. The YouTube One Channel, as it’s called, gives users the ability to add a big header (Channel Art) on top of their channels and have a video trailer which starts playing for all visitors who haven’t yet subscribed. Users can also better organize their playlists and videos, having more control over what content subscribers see.

FTC Updates Truth In Advertising Disclosures
The Federal Trade Commission updated dot-com disclosure guides recommend that marketers clearly and conspicuously disclose all terms, conditions and disclaimers to consumers – including those who access on small mobile screens.  Full disclosures also need to be included in Tweets, with the FTC recommending advertisers include ‘Ad’ in the beginning of a tweet to signal to consumers that the message is a paid endorsement. Read through the entire policy here.

Global Social Media

Germany’s New Copyright Bill Allows Google To Publish Small News Excerpts
Google has won a copyright battle in Europe after Germany approved a watered-down version of the copyright bill which would make search engines like Google provide excerpts of newspapers articles without paying any charge. The new law will allow Google to publish small bits of text from news stories in search results. Google’s victory comes after the persistent lobbying that included a campaign against the proposed German copyright law. Search engines will have to pay a fee if they publish longer versions of news articles.

Noteworthy Campaigns

UNICEF Transforms Facebook Profiles To Raise Money for Clean Water
The UNICEF Tap Project has turned to Facebook to spread its message. Users can help provide children around the world with access to clean water and sanitation by donating a small amount or raising awareness. The national campaign has transformed Facebook into a water network for World Water Month. The app turns users into ‘taps’ and their connections into ‘pipes’ ready to be filled with water. People can donate $5 to the Tap Project via text or PayPal to turn their ‘tap’ on and choose two friends to receive water and the opportunity to also donate. As more people are encouraged to keep the network growing with donations of their own, they will be able to see the web connections around them carrying water from friend to friend and the impact of their donation.

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:

College Kids Love Mobile Deals

According to a recent survey of US college students, they are huge users of mobile coupons and deals. The study, conducted by Study Breaks and Campus2Careers of 689 college students showed:

  • 90% of college students now use their mobile device for deals and coupons
  • 51% use their mobile device to “always” (20%) or “often” (31%) seek out deals and coupons
  • 10% said they “never” use mobile for deal hunting
  • 46% use their mobile device to scan QR codes in a print ad

You can read more HERE.

Digital Trends for Q1 2013

eMarketer recently published their Key Digital Trends for Q1 2013 report.  Here are some highlights:

  • Brands on Social Networks (Notes in ( ) are for Q4 2012)
    • 99% of brands have a profile on Facebook (98%)
    • 97% of brands have a profile on Twitter (98%)
    • 70% of brands have a profile on Google+ (67%)
    • 59% of brands have a profile on Instagram (54%)
  • Monthly activity of Mobile Facebook Users
    • 51.5% access Facebook on Mobile and Internet (up 23%)
    • 21.5% access Facebook on Mobile only (up 72%)
  • US Facebook and Twitter Ad Revenue
    • Facebook: 2013 Total ad revenue projected to be: $2.75B, up from $2.18B in 2012)
      • Online Revenue = 64.9% / Mobile Revenue = 35.1%
    • Twitter: 2013 Total ad revenue projected to be: $0.48B, up from $0.26B in 2012)
      • Online Revenue = 45% / Mobile Revenue = 55%
  • Most Trusted Sites for Information for US Internet Users
    • News Sites = 51%
    • Facebook = 32%
    • Retail Sites = 31%
    • YouTube = 29%
    • Blogs = 29%
    • Google+ = 26%
    • Groups/Forums = 24%
    • Online Magazines = 22%
    • Brand Sites = 21%
    • Twitter = 15%
    • Pinterest = 9%
    • LinkedIn = 5%
    • Instagram = 4%

Source: eMarketer

Just for Fun

  • Squirrels forget where they hide about half of their nuts.
  • Over 1000 birds a year die from smashing into windows.
  • The inventor of the Waffle Iron did not like waffles.


Facebook News Feed Announcement

Written by: Tom Edwards
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Today Facebook held an event to announce the first major change to the Facebook News Feed in six years. The theme reinforced by the Facebook team was reduction of clutter by providing more choice and control over the content and stories users will see in their feeds.


From the beginning, our goal with News Feed was different from any other social service was trying to provide… You should be able to share any content that you want. Status updates, links, photos, etc… You should be able to share with any audience that you want, publicly, with the world, with just friends, or privately” – Mark Zuckerberg


Here are feature highlights from today’s announcement:

The newly designed newsfeed will start rolling out in limited rollouts today with a focus on a “mobile first” design.


The new design is heavily reliant on the ability to segment content by feed type allowing for more control:

  • All Friends will showcase everything your friends are sharing this feed will highlight friend content and add a “facepile” type of overlay to the side of the story to show who has shared the content. Social connectivity is highlighted as the intersection of timeline & the newsfeed becomes more pervasive with the inclusion of friends “add a friend” which allows you to see more about that person directly in the news feed.

Screen Shot 2013-03-07 at 1.52.54 PM

  • Photos will provide a feed with nothing but photos from your friends Pages you like

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  • Music a feed with posts about the music users listen to

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  • Following, a feed with the latest news from the Pages you like and the people you follow, think of this as a Facebook “newspaper” feature

Screen Shot 2013-03-07 at 1.50.42 PM

Within the News Feed design, photos are getting larger in the new design and attachments from links will also get more space. This will include a much larger image, a more prominent title, and a longer summary accompany a linked story.


This is great, but what does this mean as a brand?

Visual Enablement: Further enabling visual storytelling and cross platform consistency are at the heart of the change. One of the forgotten elements previously is the brands cover photo. Yes, it will pop in the newsfeed when the image changes, but with the refresh the cover photo will be pulled into page “Like” stories in the news feed for both organic & paid. This will provide more context about the page, but also provides another opportunity for the brand to be relevant and engaging with their cover photo & profile photo combination. More frequent updates may be required to ensure that brands are maximizing their opportunities.

Screen Shot 2013-03-07 at 9.12.43 PM

Also note that when people and pages post photos, Facebook will try to display the caption on top of the image if the caption is legible and the image does not contain text and when the image is of sufficient size (at least 425x157px). This puts additional emphasis on either minimal or extremely engaging copy.

Screen Shot 2013-03-07 at 9.25.48 PM

Engagement: The core motivation of this revamp is focused solely on keeping users engaged by allowing more freedom and control over the platform and the information that is relevant for them. Facebook is positioning this change as a more engaging place for brand messages. The goal is to get more people spending time reading and interacting with the news feeds and this should beget more opportunities for us a marketers to reach & engage with our audience.

In my opinion it is too early to tell whether this is good or bad news for brands. The fear from a brand perspective is to lose engagement opportunities by being relegated to a lower visibility feed such as the “following” feed, which currently will not support paid at the initial rollout, but Facebook left it open for opportunities later this year.

Also, one key point to consider, the affinity & engagement of content is key in this new structure, as the more individuals engage with content, the higher the position within the feeds. Obviously this is a key attribute of EdgeRank, but engagement on a post level is still as important as ever. Facebook did confirm that as of now the change is mainly aesthetic for desktop and there will not be a change to Edgerank as it stands today, however this is something that continues to evolve and I would not be surprised if there are changes when the change is fully rolled out to the public.

Paid: The initial rollout will focus on better utilizing paid assets via incremental value adds vs. new streams tied to feeds . but Facebook did leave the door open for injected paid units into subsequent feeds such as “following”. Let’s fast forward for a moment, the new feeds will offer more opportunities to append paid for both small & large advertisers as a whole. The new model also reinforces spend on the post level to further drive visibility of content across feeds. It will be interesting to test media against feed types as units become available as the new design looks to further enhance existing units and offer more opportunities for engagement.

Example of new Page Post Ads

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Example of new Sponsored Ads
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Brand Reach & Visibility: More real-estate should theoretically increase the throughput of branded content if it is optimized for EdgeRank. This also reinforces the importance of having a relevant content strategy that can maximize content distribution across the various feeds. The thought is that this change will net more visibility for brands moving forward. The key to increasing reach and visibility is to combine organic engagement and then amplify the content via paid that is driving engagement naturally. This Pwned Media approach will optimize paid while leveraging the best of organic engagement to propel content and further drive impactful brand reach & visibility.

The assumption on increased engagement through segmentation/multiple feeds may have an initial lag. The native user behavior of the primary newsfeed as the consumer catch-all and primary point of engagement will remain for awhile until users are reconditioned to filter feeds. One of the inherent benefits of the news feed over the last six years has been tied to the simplicity and minimal effort on behalf of the user to engage with content. It remains to be seen how much usage the secondary feed options will see in terms of interaction type.

Analytics: From an analytics perspective, my hope is to also append feed distribution as an option to track content performance. This would then inform content decisions in addition to social interactions to further optimize content for optimal impact. As it stands today, Facebook has stated there will be no immediate impact on performance, and they will continue to monitor various performance metrics, including performance of Page posts and paid media.

Here is a link to Join the waiting list for the new News Feed.

Follow Tom Edwards @BlackFin360

Headlines & Stuff

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

Facebook to Acquire Atlas from Microsoft
Facebook has agreed to acquire the Atlas Advertiser Suite from Microsoft. Atlas is said to be a leader in campaign management and measurement for marketers and agencies. Facebook hopes that Atlas will provide their customers with the much needed tools to let them see how effective their spend is across online channels.

Google Said to Be Developing Subscription Music Service
Google plans to start a subscription music-streaming service to challenge Spotify. Negotiations are underway with major record labels to license their music. Google is also discussing renewal deals that cover the use of songs in videos for YouTube. The worldwide service is targeted for a third quarter start.

Foursquare Adds Credit Card Specials
Foursquare is allowing members to link their Visa and MasterCard credit or debit cards to their accounts, to redeem money-back specials from participating merchants. The company will pocket a fee for every credit redemption it processes. This week’s announcement marks the first significant expansion to their credit card specials program, which Foursquare launched exclusively with American Express two years ago.

Facebook Showing Off ‘New Look’ For News Feed March 7
Facebook has invited reporters to its Menlo Park headquarters on March 7 to take a look at its new News Feed. A redesigned version of Timeline is already being tested in New Zealand, which features a new look for the toolbar at the top of the screen, a new About widget below your profile picture, and moves Timeline navigation to the top right of the Page.

Global Social Media

China’s Fast-Growing ‘WeChat’ Shakes Up Weibo
Weibo, China’s version of Twitter was the hot place to be as recently as last year. Now, marketers are clamoring to engage with WeChat and the 300 million users it has amassed in just two years. WeChat is a mashup of several existing applications, with fun features like “Shake Shake” and “Drift Bottle.” WeChat users trade text, audio and video messages with friends over mobile-data networks. There’s a popular group-messaging function and newly unveiled live chat capability. Photos can be posted on an Instagram-like “Moments” Page, while “Look Around” identifies other WeChat users nearby. There is also a QR-code reader. Brands including Durex, Nike, Intel and Starbucks are currently using the platform to reach consumers.

Noteworthy Campaigns

Oreo  Ramps Up YouTube Efforts
Oreo released a YouTube video this week that shows physicist David Neevel and his Oreo separator machine. Neevel – who is reportedly a physicist and copywriter, is featured in the first series of videos that Oreo plans to release displaying inventors’ solutions to solve the age old problem of twisting an Oreo apart to get at the crème filling. It’s an expansion to the “Cookie vs. Crème” campaign which Oreo launched on Instagram around the Super Bowl. The original campaign urged people to share photos, some of which were selected and turned into sculptures by a team of artists in Portland, Ore., using either cookie or crème. In this new portion of the campaign, Oreo will post videos to YouTube over the next two weeks that show high-tech robotic ways to eat the snack. Neevel’s is the first of four videos from Oreo lovers whose inventions that Oreo will post.