Monthly Archives: April 2014

Pinterest Guided Search Is Just The Beginning

Written by: Tom Edwards
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Pinterest has carved its niche as a social discovery platform. Guided search is the next evolution of the platform that will create more opportunities for users to discover content that is relevant to them, especially via mobile while building a foundation to refine Pinterest’s promoted pin ad product.

Pinterest Guided Search

75% of Pinterest traffic is mobile and the primary user experience shift will be focused on gesture based elements integrated within the user experience.

Photo Apr 25, 3 49 45 PMPhoto Apr 25, 3 50 06 PMPhoto Apr 25, 3 50 22 PM

One of the bigger shifts is now users can track custom categories of interests vs. just pre-selected categories. From a user perspective this is key as it allows more control to the user to further personalize the experience.

Photo Apr 25, 3 50 41 PM
Here is the new user experience. Notice the ability to select a top level category and customize based on different keyword combinations at the top of the ux.

From a brand perspective, the focus on personalization for the user will allow Pinterest to gather additional data that will greatly enhance their targeting capabilities. The new guided search offering is also building towards a more refined discovery engine positioning offering for promoted pins via keywords and new categories where brands can further create new points of discovery with users.

Within the year we should see an updated Pinterest promoted pin product that is refined based on the new guided search elements that will unlock greater targeting capabilities.

Follow Tom Edwards @BlackFin360

Stats of the Week

Written by: Jackie Mendez
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Every week 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.

US Adults are Spending More Time with Digital Media Than Television

In 2013, time spent with digital media among US adults surpassed time spent with TV for the first time—with mobile driving the shift. This year, that trend will continue, according to new figures from eMarketer, as time spent with mobile devices continues to grow much faster than usage of all other media.

US adults still spend considerably more time with TV than with any other single medium, and in 2014, they’ll be in front their televisions for an average of 4 hours 28 minutes per day, eMarketer estimates. That’s down from 2013, but by a mere 3 minutes.

Combining online and mobile devices, however, eMarketer expects US adults to spend 5 hours 46 minutes with digital media daily this year, increasing digital’s lead over television to well over 1 hour per day. Digital media, in our definition, includes all online, mobile and other nonmobile connected-device activities, such as video streamed through over-the-top services.

That increase is almost exclusively attributable to mobile. In 2014, US adults will spend 23.0% more time with mobile on an average day than in 2013, according to eMarketer’s forecast—and that’s led to mobile cannibalizing time spent with just about every other category. Even desktop time will drop this year, both in absolute terms and as a share of time spent with all media. Last year, mobile time (excluding voice calls) lined up evenly with time spent online on desktops and laptops, at 2 hours 19 minutes each. This year, mobile will pull far ahead, to 2 hours 51 minutes, vs. 2 hours 12 minutes spent online on PCs. Overall, TV will account for 36.5% of total time spent with media in 2014, compared with mobile at 23.3%, which is now firmly in second place.

To develop their time spent with media figures, eMarketer analyzed more than 500 data points collected from over 40 research institutions. With respect to TV in particular, they compared more than 140 data points from approximately 30 sources, each of which employed various research methodologies ranging from online surveys and in-person interviews to phone surveys and meter tracking. As another example, to forecast time spent on desktop and laptop computers, eMarketer compiled and evaluated figures from audience measurement companies, industry associations, academic institutions, major online media platforms and other research firms—all of which they analyzed to account for discrepancies and convergence in definitions, methodology and historical accuracy.

eMarketer’s estimates of time spent with media include all time spent within each medium, regardless of multitasking. Consumers who spend 1 hour watching TV while multitasking on tablet devices, for example, would be counted as spending 1 hour with TV and an additional hour on mobile. Such multitasking helps to contribute to the significant amount of time people spend with media each day. Despite that, time spent with media is a finite activity, and increases are slowing. According to our estimates, overall time spent with media increased 4.6% in 2012 to 11 hours 49 minutes; in 2013, 2.0% to 12 hours 3 minutes; and this year, 1.5% to 12 hours 14 minutes.

Continued smartphone and tablet adoption has boosted time spent with activities across mobile devices, including video content and social networking. For example, mobile still accounts for a relatively small share of overall TV/video content viewing time, with an average of 33 minutes per day in 2014 out of a total 5 hours 23 minutes across all devices, including TV, mobile and PCs. (This figure excludes digital video streamed directly to smart or connected TVs, which is not broken out from the “other digital” category.) Time spent with mobile video is tiny compared with TV’s figure, but the growth is all with mobile, which will rise 50.0% in 2014 as both online and TV viewing remain essentially flat.

Meanwhile, social network usage among US adults has made the switch to majority-mobile this year. More than half of mobile social networking will be conducted on smartphones, and tablets will account for an additional 15 minutes per day on average. Last year, US adults spent 33 minutes on social networks online vs. 29 minutes on mobile devices.

Source: eMarketer

Scotch Facts

Written by: Justin Runyon
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SCOTCH FACTS

If you know me, then you know I enjoy the occasional cocktail after work. I’m specifically a fan of whisky, with a preference for Scotch whisky, and I consider myself our team’s whisky expert. Weekly I share what I call, “Scotch Facts: Your Weekly Dram of Whisky Wisdom” with my office friends and I thought you might like to see it too. Cheers! – Justin

Whisky Fact of the Week:
Let’s go way, way back for this fact: did you know the distillation process was invented about 4,000 years ago in ancient Mesopotamia? Next time you see a Babylonian you can buy them a drink.

Drunken Vocabulary (Words and terms to impress your friends while drinking):
Mouthfeel: Exactly how it sounds – the way the whisky feels in your mouth. It’s a weird one!

Lagniappe (a little something extra):
You can crowdsource anything these days, and according to Glenmorangie, even whisky can be crowdsourced. Not the distillation, though: fans were invited to upload pictures to create a moodboard to influence the design and marketing in addition to choosing the name of their new single malt brand. Check it out: http://www.thedrum.com/news/2014/04/23/glenmorangie-releases-image-crowd-sourced-new-whiskey

Got any Scotch Facts you want to send my way? Just tweet me @justrunyon.

Using Behind-The-Scenes TV Content to Create Super Fans and Drive Viewership

Written by: Digitally Approved
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Catie Super Fans SNLIn a time where the future of broadcast television is uncertain and the viral video is king, it is essential that TV shows use social media to retain viewers and turn fans into loyal watchers. Every program ultimately wants loyal watchers, or “super fans,” but few programs achieve it. The key to generating super fans is creating an emotional connection between fans and the show. This calls for programs to go beyond posting segments of the show and to also create original content that is specific to social media.  The most natural way for TV shows to generate this connection is by posting behind-the-scenes content. 

Saturday Night Live, challenged by the departure of veteran cast members like Bill Hader, Fred Armisen, and Jason Sudeikis, has taken to social media to bond fans of the show with its new cast.  Through initiatives like #AskSNL on YouTube,  #Freshman15 on Instagram (short videos that feature first-year members), social profile takeovers, and exclusive backstage photos, SNL has found creative ways to let the cast’s personalities shine through.

Behind-the-scenes content, however, doesn’t always have to be visual. Take Late Night with Jimmy Fallon for example.  During the January airing of their “Best of Late Night” special, writers and cameramen alike took to social media to provide real-time commentary.  Fans who followed #BestofFallon got to read exclusive tidbits of information from the masterminds behind the segments.

Catie Super Fans 1Catie Super Fans 2Catie Super Fans 3

TV shows often forget that their writers are their greatest asset, both on the TV screen and the digital screen. The wit and sarcasm used to write Rob Ford jokes on a daily basis naturally makes for entertaining social content. Because of this, writers sometimes have followings that rival that of the show’s stars. In the case of The Tonight Show, Head Writer A.D. Miles has more than 67,000 followers on Twitter.  If The Tonight Show were to add up the number of followers every writer and producer has on Twitter, they would find themselves with more than 366,000 followers.  Employees should be encouraged to take advantage of their influence and display unique perspective behind-the-scenes, because this will ultimately make fans feel like they are a part of the show’s creation.

Mashable’s Max Knoblauch put it best when he said, “Social media, when done correctly, grants the audience more access, more transparency and a deeper connection to their favorite show.”

Four Tips On Getting The Most Out Of Your Brand’s Sponsored Celebrity Athlete

Written by: Nick Cernoch
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Sports

A sponsored athlete to work with and utilize on your brand’s social channels can be a gold mine as long as you make sure to do the following:

1. Become Their Biggest Fan…Even If You’re Not
Brands sponsor athletes in order to create excitement among sports fans, and hopefully turn them into loyal followers of the brand.  To properly create content around your brand’s sponsored athlete you’ll need to know everything about them, from how their season is going (on and off the field/court/track) to their personal history and place in their sport’s landscape. You’ll even need to learn about the other members of your athlete’s team, other teams and personalities in their sport, and how other brands may utilize their competitors. Take the time to learn all there is to know about everything related to your athlete.

2. Learn Their Tone Of Voice
Access to content where the sponsored athlete speaks directly to your fans is a tremendous asset.  Often you will be creating content for your brand’s social channels in the voice of your athlete, so it is imperative that you are familiar with their tone and their personality. Any time you write copy that is associated with your athlete’s image, it should feel authentic. This authenticity will foster greater “linkage” to your brand and the athlete will be considered a true part of your brand’s community. If it doesn’t seem like your athlete is actually connected with your brand, then the relationship becomes less important to the fans and lessens the value of the sponsorship.

3. Utilize Their Own Social Channels
Many popular athletes have their own large social followings, so finding ways to take advantage of their social clout can be a huge win for you and your brand. The occasional (or regular) sharing of your brand’s content by your celebrity’s Facebook page or Twitter account can boost your organic reach tremendously. This is incredibly valuable these days, as organic reach on Facebook for brands is dwindling fast. So get to know your athlete’s social media team, manager, or learn how they use their own channels. This way you can find ways to create content for your brand that could be shared. Remember, this can go both ways, so using your brand’s channels (where appropriate) to share posts from your athlete can go a long way in relationship building.

4. Know When And When Not To Engage
Brands and those of us who work on their behalf can become incredibly close to sponsored athletes; sometimes we may even become friends. It is important to remember, however, that when it comes to being involved in personal matters, we should choose carefully when to engage. For instance, when a brand speaks up on social channels with messages of support after a sponsored athlete suffers a personal loss, there can be a fine line between appearing authentically sympathetic and appearing opportunistic. Always keep in mind the nuances of the relationship between the brand and celebrity.

There is certainly much more to managing the relationship between your brand and its sponsored athlete from a social perspective, but keeping the above in mind will help.

Headlines & Stuff

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

Twitter Launches New Look
Twitter’s new design starting rolling out this week along with some other changes to the platform. The profile page now comes with a Facebook style large photo at the top and profile picture inset. Tweets with more engagement appear larger than ones with less engagement. Users can choose to pin their favorite tweets at the top of their profile feed. Users can now incorporate emojis into their tweets. In addition, users will start to see pop-up notifications when others on the platform engage with them. And finally, Twitter launched several new ad varieties including app installs, click-to-call and email signup options. Check out the new layout here, here and here.

Facebook Updates Ad Design 
In the coming months, Facebook will be rolling out a new design for ads in the right-hand column. This updated look will make right-hand column ads more visually consistent with the ads that appear in the News Feed (aka bigger). In early tests, Facebook reported seeing 3x the engagement from people who saw the new design. Some advertisers will start seeing this option later this month. The rest, later this year.

Facebook Aims to Clean Up News Feed Spam
Facebook this week announced a series of improvements to the News Feed to reduce spam from pages that are deliberately trying to game the system to get more distribution. The update targets three broad categories of feed spam behavior including: “Like-Baiting” (when a post asks News Feed readers to like, comment or share a post in order to get additional distribution beyond what it would normally receive),  Frequently Circulated Content (posting repeated content over and over), and Spammy Links (stories that use inaccurate language or formatting to trick people into clicking through to a website that contains only ads). Facebook is updating its algorithm to remove or adjust the frequency of all of the above.

You Can Buy Nielsen Ratings on YouTube Starting Next Month
Google is now confident enough in Nielsen’s Online Campaign Ratings product that it’s going to start selling guarantees to advertisers based on OCR ratings one month from today. And as of the end of 2014, Google will have OCR integrated direction into its Doubleclick platform.

Global Social Media

Yelp Goes Live in Japan
Yelp stepped into Asia when it launched in Singapore in September 2012 and now, nearly a year and a half later, its finally expanding its presence in the continent after going live in Japan. The move into Japan is a good one considering that the country overtook the US on global mobile app spending last year.  Yelp is now available in 26 countries.

Noteworthy Campaigns

SodaStream Targets Ocean Pollution
SodaStream has launched a cause-related campaign that aims to raise awareness of the “Great Pacific Garbage Patch,” a collection of mostly plastic waste that is twice the size of Texas. The campaign encourages consumers to sign a petition (hosted on Change.org) that will be sent to world leaders “urging them to work to address the issue of plastic pollution in our oceans.”  Additionally, the initiative incorporates contests, social media sharing tools and branded entertainment to humorously take a dig at the soda industry – which it blames for environmental damage. SodaStream dubs the Pacific garbage patch “The Secret Continent” and using satire treats it like a “resort” destination. Visitors to the Secret Continent site are invited to explore the “fun plastic heaven in the heart of the Pacific Ocean.” They can scroll through colorful images of the “rare and enchanting fish,” including the “Plastic Fish” (water bottle), the “Common Piranha-Cola” (soda bottle), the “Carryfish” (plastic shopping bag) and the “Rubber Snail” (condom).  In case you miss the irony, an FAQ section explaining the joke is made clear on the site. If users can come up with catchier names for The Secret Continent or design its flag they can win SodaStream machines.

Stats of the Week

Written by: Jackie Mendez
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Every week 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’s stat gives our audience a glimpse into Teens’ social networking platform preferences.

Instagram Surpasses Twitter as Teens’ Most Important Social Network

Teens’ social networking platform preferences are rapidly changing. According to the latest semi-annual survey from Piper Jaffray, Instagram has now surpassed both Twitter and Facebook to become teens’ single “most important” social network. In the previous survey, Twitter had assumed the lead, while in the two surveys before that, Facebook had been the top choice.

PiperJaffray-American-Teens-Most-Important-Social-Network-Apr2014

Facebook has plummeted from being the most important social network for 42% of teens in the Fall 2012 survey to just 23% in this latest edition. By contrast, the percentage of teens citing Instagram as their most important has surged from 12% to 30% in the same time period. Twitter, meanwhile, has hovered in the 26-30% range for the past 4 surveys, taking the lead in the Fall 2013 study virtually by default as Facebook’s appeal slumped.

The other social networks measured – Google+, Tumblr and Pinterest – remain most important for only 5% or fewer teens, each. The survey did not list Snapchat as an option, a curious decision given indications that it is now more popular than Twitter among the 12-24 demographic. And, as a Pew study demonstrates, Snapchat’s user base skews young, much as does Instagram’s base. (Less than 5% of the respondents to Piper Jaffray’s survey chose the “other” option for their most important social network. One could reasonably expect Snapchat to have a higher figure than that were it to be listed as an option.)

It’s worth noting that Instagram’s status as teens’ “most important” social network doesn’t necessarily mean it’s the platform with the widest reach. According to an Edison Research study (see link above concerning Snapchat’s popularity), Facebook remains by far the most-used social network by the 12-24 age group, and brand pages’ reach among teens doesn’t appear to have tailed off. Nevertheless, the same Edison Research survey found Instagram to be second only to Facebook in popularity among 12-24-year-olds, and a recent forecast from eMarketer sees Instagram’s US teen user base growing by 1.7 million between this year and 2016, to 6.5 million.

Instagram’s growing popularity extends beyond the teen demographic, of course. The forecast from eMarketer sees strong growth in its 18-44-year-old user base, and comScore data indicates that among adult (18+) iOS and Android users, Instagram is the 10th-largest application by reach. Moreover, it recently passed the 200 million user mark.

As expected, this has not escaped the attention of top brands, whose activity on the platform has been growing.

About the Data: Piper Jaffray’s “Taking Stock With Teens” survey is a semi-annual research project. The results are from two unique surveys totaling approximately 7,500 teens with an average age of 16.4 years:

1) Upper-income student survey

Classroom visit & electronic surveys of 1,300 teens;
Average HH of $103k (representing the top 25% of US households).

2) Average-income study survey

Classroom visit & electronic surveys of 6,200 teens; average age 16.5 years;
HH income of $55k aligns more closely with the US median.

Source: Marketing Charts

Facebook Strategy Shift (White Paper)

Written by: Tom Edwards
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FB-Facebook-White-Paper

Facebook recently instituted some major changes to their platform that greatly affect marketers. To help you navigate this shift, we’ve created a white paper that will help substantially.

The overarching point you need to understand is that organic Facebook reach is being reduced dramatically and it will cost you to reach your own audience. Facebook is now less about brand-published content being the sole driver of engagement. You must pay to amplify your content and you must create multiple variations of your content based on targeting different segments of your audience.

Here is a summary of what you will find in the white paper:

  1. Past: Facebook Reach = Earned Media.  Present: Facebook Reach = Paid Media
  2. Trend of organic reach of content on a brand’s Facebook page:
    1. October 2013 reach = (approx) 12% of followers
    2. February 2014 reach = (approx) 6% of followers
    3. Soon reach = (approx) 1-2% of followers
  3. Now, more than ever, brands must pay for reach on the platform
  4. Near Term considerations:
    1. Re-evaluation of your creative
    2. Frequency of posting
    3. Personalization
    4. Optimization
  5. Defining the “Way Forward”
    1. Reach & Frequency Focus
    2. Engagement Focus
    3. Community Focus

Download the Fanscape White Paper by clicking on the image below.

White-PaperFacebook Strategic Shift (White Paper)

Scotch Facts

Written by: Justin Runyon
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SCOTCH FACTS

If you know me, then you know I enjoy the occasional cocktail after work. I’m specifically a fan of whisky, with a preference for Scotch whisky, and I consider myself our team’s whisky expert. Weekly I share what I call, “Scotch Facts: Your Weekly Dram of Whisky Wisdom” with my office friends and I thought you might like to see it too. Cheers! – Justin

Whisky Fact of the Week:
Why is whisky brown? Unless a coloring is added (which is the case in a lot of younger whiskies), it browns because of the aging inside the barrel. As cycles of heat and cold push the whisky into the wood of the barrel, it picks up flavor and color from the staves inside.

Drunken Vocabulary (Words and terms to impress your friends while drinking):
Rich: Tasting note used to describe a high intensity of character, but can also mean that there’s a sweet aroma associated with it as well.

Lagniappe (a little something extra):
We know for whisky to be Scotch whisky, it has to be made in Scotland (along with a few other rules). But, did you know a person must not manufacture any whisky in Scotland except Scotch Whisky?

Got any Scotch Facts you want to send my way? Just tweet me @justrunyon.