Monthly Archives: January 2014

Stats of the Week

Written by: Jackie Mendez
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Every week (or so) we compile lots of interesting stats here at Fanscape and we try to share a lot of what we learn with you in these posts. This week we’re posting a little early because these stats are all about the Super Bowl. Turns out there are a lot of infographics about the Super Bowl and the role social media plays. Here are 3 we like…

Super Bowl Ad Shares

Unruly, a marketing technology company that specializes in video marketing strategy built this great infographic to showcase what is going on with Super Bowl advertising.

10 Facts Every Brand Should Know About the Super Bowl


Source: Unruly

Social Super Bowl

Meanwhile Crowdtap shared this infographic adding to the social sharing of all things Super Bowl (including the ads):



TV vs. Facebook vs. Twitter Super Bowl Infographic

Meanwhile social marketing company Ampush created this infographic to show the battle for supremacy between the TV networks, Facebook, and Twitter.



Headlines & Stuff

Written by: Christy Wise
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Here are some cool things we read about this past week:

Foursquare Now Lets You Order From Over 20,000 GrubHub Restaurants
Foursquare recently announced it has partnered with GrubHub Seamless to offer its mobile users access to more than 20,000 restaurants in hundreds of cities across the U.S. In the app for Android or iOS, all you have to do is tap the GrubHub or Seamless icon and place your order.

Wikipedia Adding Celebrity Voices to Wiki Pages
A new project called WikiVIP was announced this week that seeks to add the voice of celebrities and other notable people to the online encyclopedia. The project sets out to make sure there is a public and freely reusable record of what notable people sound like for “current and future generations.”

Facebook Partners With Social TV Analytics Firm SecondSync
This week, Facebook announced a partnership with UK-based social TV analytics company SecondSync. The two companies will work together to help marketers understand how people are using Facebook to talk about TV.

Facebook Announced The Launch of Paper
Facebook announced that it will soon launch Paper, a mobile application that re-envisions how Facebook users discover and create content.  Paper heavily emphasizes the tools you use to post to Facebook. For example, you will be able to see what your status update will look like before you post it. Stories on the platform are also different than what you are used to in your main Facebook app; photos are full-bleed and navigable and videos take up the entire screen.  Paper also splits up different sections based on story topics like technology, cute animals, photography and top headlines. The sections contain a mix of stories from outside sources like the New York Times as well as status updates from Facebook users.  These stories will not be solely algorithmically based. Editors from Facebook will be picking out stories they think are best.

LinkedIn  Channels Six Degrees of Kevin Bacon
LinkedIn introduced a new tool that’s a twist on the “Six Degrees of Kevin Bacon” game – but for professionals. The social network launched “How You’re Connected,” a visual enhancement that explores your path to a contact.  When looking for an introduction to someone you may not know yet, you will be able to see who in your network knows them, and also how they know each other to help you decide the best contact to request an introduction from.

Global Social Media

Sina Weibo Users Set New Messaging Record
China’s Sina Weibo has broken its record for messages sent per minute, after 863,408 tweets were sent during the first minute of the Chinese New Year. The record surpasses the previous best of 731,102 posts for last year’s Lunar New Year.

Noteworthy Campaigns

Uber Offers On-Demand Halftime Shows For New York Fans
Uber and Pepsi recently teamed up to bring Super Bowl “half-time shows” to the streets of Manhattan. The free shows appeared as an icon on the Uber app and users were able to request them between 11am and 5pm Tuesday – Wednesday of this past week. When a user requested a show, a 12-person team including a band and a cheerleader arrived by bus and put on a four–minute show.

Marc Jacobs Opens Pop-Up Shop Where Fashionistas Pay With Tweets
Marc Jacobs plans to open a pop-up shop during New York Fashion Week where dollars will have no value. All transactions at the Daisy Marc Jacobs Tweet Shop will be carried out based on customers’ user of the hashtag #MJDaisyChain across various social platforms.  The store will be open to the public February 7-9.

Headlines & Stuff

Written by: Christy Wise
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Here are some cool things we read about this past week:

Pinterest Now Supports GIFS
All Pinterest users can now play and pause GIFs within pinboards, a feature previously unavailable. When users come across GIF within Pinterest, it will now show a small “play” button in the lower lefthand corner where users can start and pause the GIF.  In other Pinterest news, the platform has revamped their search functionality for recipes. Users can now enter individual foods and ingredients into the search bar on Pinterest which will then surface relevant recipe pins from across the site.

Facebook Tweaks News Feed Algorithm to Promote Link Share Posts
Facebook announced a change to its News Feed algorithm that tweaks which story types it shows from Pages. The company is promising a decrease in the distribution of text status updates from Pages but also said that Page administrators can expect “some increases in engagement and distribution” for other story types. Page administrators should decrease posts where the link is embedded in the status update. Instead, they should use link share posts to garner more engagement. Facebook also just added photo post scheduling for Pages Manager for iOS to make it more convenient for marketers to think visually when updating their status.

Instagram Fastest Growing App Among Top 10 in 2013
Facebook was the No. 1 app overall in 2013, but Instagram was the fastest growing app among the top 10. With an average of 103.4mm unique visitors last year between January and October, Facebook had easily the largest U.S. audience of any app, with traffic up 27% from 2012. But the growth rate paled in comparison to Instagram, which saw its app audience surge 66% to 32 million last year. Instagram also outpaced Twitter, the No. 10 app that grew 36% to 30.7mm last year.

Global Social Media

China Orders Real Name Register For Online Video Uploads
Chinese Internet users are now required to register their real names to upload videos to Chinese online video sites. The new rules have been implemented to “prevent vulgar content, base art forms, exaggerated violence and sexual content in Internet video having a negative effect on society,” according to China’s State Administration of Press, Publication, Radio, Film and Television. Online video sites are extremely popular in China with 428 million users.

Australia Weighs Regulations for Social Media
Amid concerns about the negative effects of cyber-bullying, Australia’s government is considering introducing new regulations for social media sites. This move could significantly impact Facebook and Twitter. Australia’s Liberal Party, which unseated the Labor Party in September 2013, recently released a discussion paper titled “Enhancing Online Safety for Children.” it lays the groundwork for legislation to bring social networks under closer government control.

Noteworthy Campaigns

Dove’s Selfie Dissects Daughters, Mothers and Social Media
To celebrate the 10th anniversary of its “Real Beauty” campaign, Unilever’s Dove has launched “Selfie,” a 10-minutes documentary bound for The Sundance Film Festival. The film, directed by Academy Award winner Cynthia Wade, dives right into the heart of Dove’s brand mission: Convincing young women that the things they hate most about themselves are the features that make them the most beautiful. The twist is that the high school girls are assigned not just to rethink their own selfies, but give their equally self-loathing moms a selfie lesson too. The effort, a partnership the Sundance Institute is aimed squarely at social media. It says that 55% of the women in its research believe that social media plays a bigger part in influencing conversations about beauty than traditional media. Using the #BeautyIs hashtag, it hopes the idea will become a viral winner and inspire women to take different kinds of selfies, as well as share their own stories and images (women can upload photos and videos of themselves to the Dove website and social properties).

Social Media Activists Put Pressure On The Food Industry

Written by: Christy Wise
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Food manufacturers and suppliers have a simple goal, create desirable products and keep costs as low as possible.  While that goal is actually quite far from simple, there is a new threat further complicating this mission, social media activists. These activists are utilizing social platforms to put pressure on the food industry to label their products properly and to use and source healthier and sustainable ingredients.

Social media gives brands and marketers insight into what products to introduce along with helpful consumer trends on how best to market those products. But in recent years, consumers have taken to social media to tell brands not just what they want in their food – but what they don’t want. Food companies  have increasingly become targets of complaints – magnified by social media.

Who Are These Activists?
These activists are actually just everyday consumers like you and me who care about the food they eat and what they give their families. That said, social media gives these consumers a voice and rewards them for their activism.  These activists run blogs, Twitter, Instagram, Facebook, Pinterest, and more to communicate with thousands of other consumers on a daily basis. As a result, they can cause quite a stir and occasionally inspire a brand to change directions.

Influential blogs and bloggers with names like 100 Days of Real Food and Food Babe have been known to target major food manufacturers in an effort to change ingredients and labeling.


Meanwhile major non-governmental organizations (NGOs), Non-profits, and consumer advocacy groups have utilized their substantial social media followings to also go after food manufacturers.


Both individual activists and large Non-profits are taking advantage of free and highly cost-effective platforms such as blogs, email, text messaging, social networks, online petitions, and user-generated video to enlist the support of thousands of consumers to affect these changes.

It’s Working
Around the world, brands are listening. Kraft recently removed artificial food dye from their Macaroni & Cheese product after 300,000 consumers signed a petition and inspired 10,000 mentions across social channels.


leading to…


Be Warned, Activists Are Not Easily Soothed
A caution to the brand, make sure you’ve thought everything through. Consumer activists will call out brands that don’t go the distance to make real changes. For example, if you say that you’ve removed Genetically Modified Organisms (GMOs) from your food, be prepared to back that up with proof as you can see from the below post after General Mills claimed to cease using GMOs in Cheerios.


Proactivity Reaps Rewards
For brands that can see this coming and find themselves in a position to make changes before they are called out by their consumer, the opportunity to gain positive notoriety is there for the taking. See below how Post’s efforts to remove GMOs and certify that action gained them a thumbs up from the social activist community.

GNTweet GrapeNuts

Retail Responds
Meanwhile retailers like Walmart and Whole Foods are siding with the consumer on this front and looking to stock more sustainable products and ensure better labeling. Walmart is rumored to be studying seafood sustainability and Whole Foods has promised that within 5 years all products they carry containing GMOs will state that fact on their package.

While this can be a giant headache for many in the food industry, it just requires a little more thought into how you make your products, how you market them, and ultimately how you handle your customers. By recognizing that social media activists are looking for an excuse to call you out if you lack transparency, you can hopefully plan accordingly.


Photo Credit: The lead Image was lifted from a blog post from the Organic Agency

Stats of the Week

Written by: Jackie Mendez
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Every week (or so) we compile lots of interesting stats here at Fanscape and we try to share a lot of what we learn with you in these posts.  Today may be a holiday, but we still got us some stats. Enjoy!

Word-of-Mouth A Bigger Purchase Influence For Millennials Than Boomers, Who Rely More on Ads

A recently-released study from Radius Global Marketing Research identifies some key similarities and differences in shopping habits, preferences, and influences among Millennials (18-32) and Baby Boomers (49-67).

In a nutshell, Millenials are much more influenced by Word-of-Mouth than Baby Boomers who are tend to still look to traditional advertising.

The strength of WOM isn’t too surprising, given research released last year by Nielsen finding that recommendations are the most-trusted and most-influential information sources among global consumers. Traditional advertising media also figured prominently in that survey.

Meanwhile, the Radius study also turned up some other intriguing data. Among the highlights:

  • Boomers are more likely to have purchased travel products online than Millennials, although both generations generally buy a range of products in retail stores rather than online;
  • Quality is the most important apparel purchase factor for Boomers, while price is tops for Millennials;
  • Millennials are about 4 times more likely to use smartphones to research product information than Boomers, but that doesn’t take away from PC research, as they’re also slightly more likely than Boomers to use a computer to research products; and
  • 9 in 10 female Boomers use Facebook, putting them on par with Millennials’ use.

Source: Marketing Charts

Headlines & Stuff

Written by: Christy Wise
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Every week we recap the previous week’s headlines that pertain to social and digital media.  Since Monday is a holiday and because there was so much big news this week, we are publishing these Headlines a few days early.  Here are some cool things we read about this past week:

Facebook Will Now Tell You What’s Most Popular On Facebook
Facebook will now surface trending topics alongside the News Feed, using a product the company is calling simply: “Trending.” Trending will show a personalized list of popular topics for each user, combining their interests with content getting the most attention across the entire platform.  In other Facebook news, the social network recently purchased Branch to help form their Conversations Group – which aims to help people  connect with one another around their interests.

YouTube Debuts Super Bowl XLVIII Ads
YouTube launched the Ad Blitz channel today, giving football fans a sneak peek of this year’s Super Bowl ads. The pre-game gallery features teasers from advertisers and highlights from Fox Sports. YouTube creators will post custom content, promoting Ad Blitz through videos powered by TrueView video ads. The site also provides post-game voting.

Google Buys Nest for $3.2 Billion
Google announced this week that it purchased Nest, the maker of high-tech thermostats and smoke detectors for $3.2 billion in cash.  Founded by former Apple engineers, Nest promises to save homeowners energy by learning their daily habits and adjusting the temperature accordingly.  Nest will retain its brand name within Google.

Twitter Can Now Target Ads Based on Email Addresses and User IDS
Twitter just announced some new capabilities in its recently launched Tailored Audiences program. The additions provide new ways to create Tailored Audiences, either using a CRM database or lists of Twitter usernames of User IDs. Advertisers will be able to exclude certain audiences from their advertising in the same way.

LinkedIn Adds Search for Volunteer Opportunities
LinkedIn added a new Volunteer Marketplace on Wednesday, allowing users to search for volunteer opportunities that require particular skill sets like open board seats and non-profits. The social network launched the marketplace with 500 postings and plans to add more in the coming weeks.

FDA Issues Social Media Guidelines for Pharma
The FDA has finally released guidelines for social media marketing and advertising by pharmaceutical companies. The new guidelines cover all manner of “tools and technologies that often allow for real time communications and interactions,” including social networks, microblogs, online communities and live podcasts.  Firms will be held responsible for all promotional content on any site or account controlled by the firm, including, for example, all marketing messages posted by the company to its Facebook or Twitter account, as well as the company’s own blogs. Marketers will also be responsible for any content posted on third-party sites where their firm has powers of editorial review. They won’t be held responsible for content on sites where they are merely paying to post marketing communications, with no control over the content. They will also be responsible for any content posted by an employee or other paid representative on a third party site.

Global Social Media

Instant Messaging Overtakes Texting in the UK
More messages are now sent via apps like WhatsApp and Snapchat than by SMS according to a study.  The number of text messages sent in the UK fell for the first time in 2013. An estimated 145 billion SMS messages were sent, down from 152 billion in 2012. 160 billion instant messages were sent in 2013, up from 57 million in 2012.

Think Sochi Olympics Are All About Facebook and Twitter? Wrong! Get Ready for (formerly Vkontakte meaning “in touch”  or “in contact” in Russian) is the dominant social network in Russia. Social data provider Gnip has added data from to their platform to allow brands to better track conversations going on in Sochi. led social network visitors in Russia with 49.2mm unique visitors. Facebook attracts 11.9mm visitors (5th place).  As a way to increase their presence in Russia, Facebook has recently partnered with Yandex (Google Rival) in a deal that will see the search engine index publicly posted content on the social network that comes from the countries Yandex covers:  Russia, Ukraine, Belarus, Kazakhstan, Turkey

Noteworthy Campaigns

Chicago Sun Times to Test Bitcoin and Twitter Paywall
The Chicago Sun Times will soon test a new paywall system that accepts bitcoins as well as tweets from readers in return for access to content. Starting February 1, the Sun-Times’s site will prompt readers to either donate to, in the form of bitcoins,  or tweet about the Taproot Foundation. The paywall will be up for 24 hours to test the technology.

Giant Pinboard Façade Lets Fans Become The Face of The Olympics
London-based architect Asif Khan’s “MegaFaces” structure will display the faces of Sochi spectators as rotating 3D portraits. Photo booths within the pavilion and in the MegaFon retail stores across Russia, will capture five images of the visitors face simultaneously from different angles.  The faces will then be displayed on the façade for 20 seconds each as an eight-meter image.


Mars, Inc. Social Superstars!

Written by: Melissa Taylor
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Congratulations to our friends at Mars, Incorporated (home to Snickers, M&M’s, Pedigree, and oh so much more) for being named one of the 100 Best Companies to Work For according to Fortune Magazine.

Equally exciting was the fact that Mars was praised for being one of nine Social Media Superstars by Fortune as well.


We’ve been working with the amazing team at Mars for many years and they truly deserve these accolades. Mars embraced social media long before most of the companies in the world and we’re celebrating with them.



Headlines & Stuff

Written by: Christy Wise
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Here are some cool things we read about this past week:

Pinterest Acquires Image Recognition Startup VisualGraph
This week, Pinterest acquired VisualGraph, an image recognition startup. Pinterest already offers a search tool on the platform, but it relies on image captions to decipher what’s in the picture. The new technology could help Pinterest build out its search feature to return results that aren’t clearly marked.

Facebook Set to Eliminate Sponsored Stories in April
Facebook will retire Sponsored Story ads starting April 9. After that date, Sponsored Stories will transition to other ad formats. For example – a Sponsored Story highlighting a page Like will simply turn to a ‘Page Like ad.’

Gmail Now Lets You Email Your Google+ Connections
Google announced a new integration between Gmail and Google+ that sees your social connections show up in auto-complete when you’re composing an email. Google says the feature is rolling out “over the next couple of days” to everyone that uses Gmail and Google+.  Note: your email address isn’t visible to a Google+ connection unless you send a reply.

Biz Stone Launches Jelly – a New Search Engine That Asks Friends For The Answers
Twitter co-founder, Biz Stone, unveiled his new project – Jelly, a social search engine app that uses your social networks – as well as friends of friends – to help users seek out answers to queries. In addition, it makes inventive use of photos; you and your friends can zoom, crop, annotate and draw on images to make everything more specific.

Google Begins Inserting User Profile Information In Targeted Ads
One month ago, Google announced that it would update its terms of service to allow the company to insert your profile information into targeted advertisements. Starting this week, Google can automatically attach info from your profile – like photos, your name and endorsements – to advertisements aggregated by their system. You can choose to opt out by clicking here.

Global Social Media

E-Commerce Giant Alibaba Integrates Its Payment Service With China’s Twitter – Sina Weibo
Imagine Twitter with shopping and payment options. That’s exactly what China’s version of Twitter, Sina Weibo, is looking like as it steps into 2014. The platform has introduced ‘Weibo Payment,’ which allows users to connect their Aliplay accounts with their Weibo accounts and buy items without having to log in. Aliplay and Weibo are also working to integrate their QR code systems to boost the online to offline shopping experience. In the future, Weibo users will be able to scan QR codes  to buy products at vending machines or store registers.

Noteworthy Campaigns

Nissan Lets People Order New Cars Through Amazon
As part of a promotion for the Nissan Versa Note, Nissan promised to deliver three cars in an oversized Amazon box, just so long as shoppers went through a promotional link on Amazon first. The first of those deliveries, which was meant to be kept a secret until this image appeared on Reddit, happened last weekend.  The delivery was filmed by Nissan and was supposed to debut as a social media video next week, but the cat is already out of the bag (or car already out of the box).