Monthly Archives: June 2014

Headlines & Stuff

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

Facebook’s News Feed Ranking Algorithm Now Considers How Long You Watch
Videos Facebook announced changes to the video ranking algorithm for News Feed. From now on, the company will include whether video clips uploaded to personal accounts and Pages are watched and how long they’re watched when it calculates whether to show the content to others. As a result, users that tend to watch more frequently will have more videos surfaced in their feed. If you regularly skip over video uploads, you’ll start seeing them less. Other factors that Facebook looks at when ranking video posts include comments, likes and shares. Links to third-party video sites won’t be affected by the change.

iBeacons Usher In The Contextual Shopping Era
According to a study by inMarket, the use of beacons (Apple brands these as iBeacons, and has already shipped millions of capable devices) in retail stores caused a 19x increase in interactions with advertised products, a 16.5x increase in app usage in-store and a 6.4x increase in the likelihood that a shopper kept an app that sent them a beacon message on their phones. Beacons installed inside retail stores like Saks or grocery outlets can send proximity-based alerts to shoppers at the precise moment – and location – that they’re enabled to make a decision on a purchase. This is the holy grail of retail advertising, which normally takes a scattershot approach to “pre-advertising” shoppers or tries to guesstimate when they’re in the vicinity of a product. When a beacon knows you’re within a couple of feet of a Zatarain’s rice mix and sends you a coupon, that can be much more effective than trying to mail you a coupon a month earlier in the off chance that you might be in the mood for creole. These initial inMarket statistics are enormously promising for retailers anyway.

Teens’ Favorite Social Network: Texting
Texting is far and away the most popular form of social media among teenagers, according to a survey of 7,000 graduating high school seniors conducted by Niche. Overall 87% of high school seniors said they texted every day, Niche found, considerably ahead of Facebook, with 61% of respondents reporting daily use of the latter. YouTube took third place, with 55% of respondents reporting daily usage, followed by Instagram at 51%, Snapchat at 46%, Pandora at 37%, and Twitter, at 35%. Regular old phone calls (remember those?) were in eighth place at 34%. Google+ was quite a bit further down the totem pole, with 23% reporting daily usage, followed by Pinterest and Vine at 16%, and Tumblr at 15%. Just 1% of teens said they use LinkedIn every day (and 92% don’t use LinkedIn at all).

Global Social Media

Most Pinned Places On Earth
Pinterest shared with Mashable the top most-pinned places on Earth. And while some are instantly recognizable (hello, Big Ben!), others, like Canada’s Abraham Lake, are lesser known. Destinations that broke the top 30 based on more than 750mm place pins include: Paris, Eiffel Tower, London, NYC, Abraham Lake, The Blue Lagoon, Amsterdam, Central Park, Taormina, Venice, Glacier National Park, Rome, The Crags, the Caves Resort, Barcelona, Ennis Bluebonnet Festival, Brooklyn Bridge, The Louvre, Prague, Viewpoint Ingang Jachthaven Reitdiep Groningen, Bagan, Big Ben, Budapest, Westminster Abbey, Portknockie, Instanbul, Santorini, Florence, Yosemite, and Masjid Putra.

Noteworthy Campaigns

Lincoln Lets People Test Drive Their New Model In A High Speed Pursuit
In order to drive interest leading up to a Summer 2014 launch, and to highlight some of the impressive features, both technological and aesthetic, which put the 2015 Lincoln MKC miles ahead of competitors in the Small Premium Utility class, the Lincoln Motor Company wanted to try something new. The result is an immersive virtual test-drive called the Lincoln Dream Ride. Instead of passively watching a commercial, potential car buyers are invited to ride along in an engaging narrative right alongside celebrity driver Sam Page. Thanks to 360 degree cameras one can look around at the vehicle’s interior craftsmanship; the DeepSoft Bridge of Weir leather, French-stitched upholstery, and fine Wolsdorf leather-wrapped steering wheel. Turn to look out the windows at the surrounding world moving past, or see the sky through the Panoramic Vista roof.

General Mills, Whole Foods Generate Buzz For Bees
Count Whole Foods and General Mills’ Cascadian Farms as the latest champions of the challenged honeybees. To raise awareness, Whole Foods stores are busy talking up the powers of pollinator with “Human Bee-In” events and “Give Bees A Chance” promotions. And General Mills, which launched Buzz Crunch Honey Almond cereal exclusively at Whole Foods Market stores nationwide back in April, says it is now donating $1 for every box sold, up to $100,000 to the The Xerces Society, an Oregon-based nonprofit and leader in pollinator conservation. Whole Foods and Xerces say they will continue to share the buzz through July 1, raising awareness of the role bees play in food supply through a social media campaign.

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.

First Round of the World Cup Draws Over 300 Million Tweets

More than 300 million tweets related to the soccer World Cup in Brazil have been sent since the tournament started earlier this month, Twitter said in a blog post.

“Just over two weeks into the #WorldCup and the tournament is already becoming one of the most talked about events on Twitter of all time,” the social media firm said after the group stage of the tournament ended late Thursday. “To give you a sense of scale for this volume of tweets sent over a 15-day period: we saw more than 150 million tweets about the 2012 Summer Olympics in London over 16 days.”

The opening game between Brazil and Croatia drove the most Twitter conversation so far with more than 12.2 million tweets, followed by Brazil versus‎ Mexico (8.95 million) and Germany against Portugal (8.90 million).‎

Argentina star Lionel Messi and Brazil’s Neymar Jr., both on four goals after the group stage, are the most mentioned players so far on Twitter, followed by Uruguay striker Luis Suarez thanks to his biting an Italian defender.

The most-tweeted moment of the tournament so far is Brazilian defender Marcelo‎’s own goal in the opening match. It drew 378,085 tweets per minute, according to Twitter. U.S. captain Clint Dempsey’s‎ goal against Portugal ranks second with 304,603 tweets per minute.

The most reweeted post from a player so far is from Italy’s Mario Balotelli. In a reference to England’s f‎ate being in the hands of Italy, which had to beat Costa Rica to keep England’s hopes of advancing alive, he posted: “If we beat Costa Rica, I want a kiss, obviously on the cheek, from the UK Queen.” The post got more than 177,000 retweets and has been viewed over 17 million times, according to Twitter. Italy lost and, just like England, is out of the tournament.

Twitter’s introduction of hashflags for the Cup, meanwhile, has proven to be a hit with U.S. and Brazil fans. Their countries’ flags have been used the most in the new feature, followed by Mexico and Germany. Twitter didn’t provide exact figures.

Source: Hollywood Reporter

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:
Scotch Facts are just the beginning; you can actually attend The Scotch Whisky Training School in Edinburgh and get the full-on whisky education you always dreamed of. They’ll teach you everything from differences in the history of whisky to the art of blending. More info: http://www.scotlandwhisky.com/trade/ScotchWhiskytrainingschool/

Your New Favorite Bar:
Jack Rose – Washington, D.C. You could spend your entire life in this place and never try all the whiskies. Oh, and they have whisky on draft. If you’re ever in D.C., make sure you stop here. http://jackrosediningsaloon.com/

Lagniappe (a little something extra):
Did you know: There’s an initiative going on in the UK right now to turn whisky by-products into biofuel that can power cars? Check it out: http://www.clickgreen.org.uk/news/national-news/124862-whisky-powered-vehicles-take-step-closer-to-commercial-reality.html

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

 

 

 

Headlines & Stuff

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

LinkedIn Unveils a New App Dedicated to Job Searches
This week, LinkedIn added another app to its collection. The Job Search app (it’s sixth standalone app) is intended to do one thing very well: help users find and apply for new jobs. The app includes job search filters like seniority level, industry and location and both searches and individual jobs can be saved for a second look down the road. The app will also recommend positions to you based on openings you’ve viewed and saved job searches.

Facebook Officially Unveils Slingshot This Week
Facebook announced Slingshot this week, a messaging app to compete with Snapchat. Users can send photos and videos up to 15 seconds long using the app and once those messages are viewed and cleared by the recipient, they disappear from their phone for good. The only catch: Users are required to respond with an image or video in order to “unlock” those they receive.  This is a way for users to force users to share more frequently.  You do not need a Facebook account to use the app. Though the app was one of the top 50 most downloaded this week, it was topped by a new app that just arrived on the scene – called ‘Yo.’ The app simply lets users send the word “Yo” or “YoYo” to their contacts. Nothing else.  Stephen Colbert can explain further here.

Twitter Buys SnappyTV
As a broader effort to help users, brands and publishers connect more closely, Twitter has agreed to buy SnappyTV, which powers a popular platform for the live-clipping, editing and distribution of video across the web. The service is already a go-to for many of Twitter’s brand and media partners via its Amplify ad program. Twitter will invest in SnappyTV as a standalone product, as well as further integrate it into the platform.

Snapchat Launches ‘Our Story,’ Builds Community Perspective
As part of a broader shift away from ephemeral exchanges, Snapchat debuted “Stories” late last year – a feature that lets users share photos for up to 24 hours. Adding a collaborative component to the service, the start-up just unveiled “Our Story” so people at the same events can combined their own “snaps” into a single story.

FDA Finally Suggests Social Guidelines
The FDA has finally suggested some guidelines for how pharma and medical device manufacturers can use social media to market products and correct misinformation. The marketing guidelines acknowledge that third-party social media venues like Facebook and Twitter often have limited space to explain products and make disclaimers. However, the FDA emphasized that drug and device manufacturers must still comply with the original rules governing promotional messages, including the requirement to give information about specific indications, and balanced disclosures about the product’s risks as well as its benefits in each individual communication – meaning a statement about risks has to be in every Tweet, Facebook Post and so on. If it’s not possible to include every risk, the most serious should be prioritized. In all cases the company should also provide a link to more complete discussions of risks associated with the product. If there isn’t enough room to make a reasonable disclosure on the social media venue, the FDA suggests reconsidering using that venue.

Obama Hosted His First Tumblr Q&A
World Leaders are going social.  This week, President Obama participated in a Tumblr question-and-answer session. Obama held a press conference to discuss an expansion relating to the government’s “Pay As You Earn” student loan repayment program. The program limits the monthly payment amount of recent grads to 10% of their discretionary income. It raised many questions for students, so instead of hosting another press conference, the President decided to host a session on Tumblr, entitled #ObamaIRL.

Global Social Media

On Facebook, the World Cup is Bigger Than Olympics and Super Bowl Combined
Through one week of the World Cup, Facebook has already seen more people having more interactions about the tournament on the site than it has for Sochi, Super Bowl and the Academy Awards combined. A total of 141 million people have commented about, “liked,” or shared posts on Facebook about the World Cup. There have been 459 million different interactions. Much of the action is international: 85% of the people talking about the World Cup on Facebook are from outside of the U.S. There are 1.28 billion people on Facebook worldwide, 80% of which are outside of the U.S.

Noteworthy Campaigns

Jamba Juice Launches YouTube Dance-Off To Promote Healthy Smoothies
Jamba Juice, one of the biggest smoothie chains in the country, will soon be offering their own green juices to keep up with the growing green trend. To promote the new products, the company has launched a contest called “Blend In the Good,” which asks people to upload videos of them dancing, to signify the good both inside and outside of the drink. Jamba Juice teamed up with popular YouTube channel DanceOn, and is uploading the choreographed entries both to their YouTube channel and their website. Prizes for the top three entires include a trip to NYC, LA or SF in August along with a Jamba Juice gift card.

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:
More than 50 percent of the purchase price of a bottle of whisky in the U.S. goes to federal, state and local taxes.

Your New Favorite Bar:
The Standard Pour – Dallas, TX. A staple on Saturday nights in Dallas’s McKinney Ave. area, you’ll find a very classy atmosphere that’s not too dressy to be unwelcoming but still upscale and date-night worthy. Ordering on weekends can be tough as the bar gets very, very packed, but throughout the week the well-decorated interior and charming outdoor patio area are great places to grab a dram or try one of their signature cocktails which include the appropriately named Standard Pour.

Lagniappe (a little something extra):
Is there a whisky bubble right now? Will it burst? Do your research: http://www.cbc.ca/news/business/scotch-whisky-market-booming-investors-say-1.2677304

Buzzfeed Is Word of Mouth at Scale

Written by: Tom Edwards
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One of the more interesting briefings that I have taken part in recently was provided by Buzzfeed. The rise of native advertising publishers has created a lot of excitement with brands. The level of sophistication and scale provided by publishers such as Buzzfeed cannot be understated.

Buzzfeed Stickers

At it’s core Buzzfeed strives to create content that people want to share. With 130+ million monthly uniques & 50% of users coming from mobile, the easily consumable & sharable content makes Buzzfeed a marketing platform that demands attention.

Buzzfeed Homepage

From a native advertising standpoint, Buzzfeed represents a “closed” publisher. Meaning they own their contextual inventory and brands & agencies will need to partner directly with Buzzfeed to execute programming.

Here is an example of a custom execution tied to the launch of Anchorman 2

Buzzfeed Anchorman 2 feed

What is interesting in their approach to empowering brands is how they strive to align their content offerings with the path to purchase, highlighting their focus on impacting opinion, consideration & preference. This is one of the reasons many CPG brands have chosen to partner with Buzzfeed.

Here is an example of a Bud Light integration

Screenshot 2014-06-12 17.34.21

With the decrease in organic reach for brands, leveraging the reach of platforms beyond owned properties is becoming increasingly important from a social perspective. The key to navigating social beyond simple reach is to continue to focus on creating engaging & sharable content to generate word-of-mouth. Here is a link to my recent whitepaper outlining the shift.

Even with the recent seismic industry shift, consumer behavior is still true to form, meaning consumers are looking to discover, engage and share content. In the new world of decreased organic brand reach, more emphasis and control resides with the consumer to carry a brand message or association forward.

screen-shot-2014-03-21-at-4-25-33-am

There has been a heavy focus on content creation over the past two years. One of the key driving factors was Facebook’s shift towards visual storytelling shift with the revised timeline in March of 2012. This led to new theories and approaches (Many that my team and I created for our Fortune 500 client base) followed by various Facebook publishing garages outlining the new best practices to further segment content hierarchies driven by content themes and pillars to create engagement.

hackathona01c

Sophisticated efforts were made to maximize the impact of content to drive engagement with participants. Now with the recent shift from engagement to a reach and frequency model has/will impact brands approaches to content themes and strategy.

While brands continue to reduce the number of content themes and shift from “reach through engagement” strategies towards the new normal of paid reach, publishers such as Buzzfeed are still able to capitalize on various content themes to drive a connection with their audience. Be it thematics around Emotional, Identity, Informative, Funny, editorial content is crafted to resonate with various audience segments.

Screenshot 2014-06-12 10.21.55

What is very interesting is that Buzzfeed does not target their content, their approach is based on the behavior that consumers will find the content relevant to them. Their mantra is that “Great Content Finds It’s Audience”. This goes directly in the opposite direction of social mega-powers such as Facebook and Twitter where there is an apparent arms race to further target and segment users.

Buzzfeeds approach to advertising is truly an example of contextual native advertising. They are focused on telling a story that is relevant to the audience, involve people emotionally and are not heavy-handed. But one key element to consider is that their content is currently favored within Facebook’s algorithm, even over certain competitors.

Photo Jun 12, 5 07 22 PM

Their approach to editorial content creation mirrors that of a hybrid social & creative agency, where they take into consideration the brand voice, evergreen content and brand pillars and then leverage the branded content activation to create word-of-mouth at scale. Buzzfeed is also getting into the video content creation space by creating custom video content on behalf of brands

Purina Cat’s guide to taking care of your human

Luvs – 9 super cool baby tips

From a measurement standpoint, Buzzfeeds approach to supporting brands is a combination of impressions & social lift. Whereby they guarantee x amount of impressions and incremental shares off of that through a combination of Buzzfeed inventory & social seeding.

Buzzfeed is just one example of an extensive list of open & closed publisher networks. Depending on the type of campaign that is being explored, if creating word of mouth at scale is of value then Buzzfeed may be a publisher to consider.

Follow Tom Edwards @BlackFin360

Headlines & Stuff

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

Pinterest’s Web Search is About to Get Much More Powerful
Pinterest’s new Guided Search Feature, which the company first unveiled on mobile in April, is coming to the web. Pinterest users will soon see a new search bar when they visit Pinterest.com. The search feature will recommend keywords intended to help generate more specific queries or better search results. For example, searching for “BBQ” on Pinterest might surface other keywords like “wings,” “recipes,” or “chicken.”

Twitter’s Video Hashtags Automatically Add Video to Text
Twitter has joined forces with Visa and Adidas (two World Cup advertisers) to experiment with video hashtagging. When a user types #visa and then a space, they will see a paper clip prompt, which will allow you to attach a video when clicked. Adidas is also testing the feature using the hashtag #allin, which will lead to this video.

Amazon Starts Prime Music
Amazon has introduced an ad-free music streaming service with more than one million songs.  Prime Music, designed to compete with Apple, Beats Music, Spotify, and Pandora, is available to subscribers of Amazon’s $99/year Prime Program.

Facebook Extends Ad Targeting to Web, App Use
Facebook is significantly expanding how it targets ads by including information about the sites that users visit and mobile apps they use outside of Facebook. The social network is taking the controversial step of extending that data collection to include the third-party sites and apps they use to improve the relevance of their own ads. Example: If you are thinking about buying a new TV and you start researching TVs on the web and in mobile apps, Facebook may show you ads for deals on a TV.

Global Social Media

Less Than Half of the Earth’s Population Has Internet Access
The Internet continues to grow at a rapid pace, but there’s still a long way to go in terms of extending access, especially in poor and developing countries. The number of people with access to the Internet is expected to reach three billion by 2015. That’s up from one billion in 2005 — but still just 41% of the earth’s total projected population of 7.3 billion people in 2015. Internet access is of course higher in more advanced economies like North America, Europe, and Asia, and is lower in Africa, The Middle East, India, and parts of Latin America.

Instagram Introduces Advertising in UK, Canada, and Australia
Instagram users in the UK, Canada, and Australia will start seeing advertisements in their feeds. The platform has amassed 200 million users since its launch. Growth outside of the U.S. is particularly strong, with an estimated 165 million hailing beyond U.S. shores.

Noteworthy Campaigns

“Share a Coke” Bottles & Campaign Hit U.S.
Over the summer, Coca-Cola will replace its brand logo on some of its 20-ounce bottles with one of the 250 most popular names of U.S. teens and millennials. In addition, the logos on 1.25 and 2-liter bottles of Coke, Diet Coke, and Coke Zero will be replaced by group names like “Family” and “Friends.” 12-ounce cans will feature nicknames like “BFF,” “Star,” “Bestie,” “Legend,” “Grillmaster,” “Buddy,” and “Wingman.” 8-ounce cans will bear the “Share a Coke” message.  In addition, Coca-Cola Freestyle fountain dispensers will offer to consumers who have the Freestyle mobile app the ability to scan a QR code to send a friend a coupon for a free Coke. Also, as part of the campaign, consumers who share Coca-Cola related stories using the hashtag #ShareaCoke will earn chances to be featured on brand billboards across the country and on the ShareaCoke.com gallery.  Starting this week, users can visit the campaign website to create virtual personalized bottles and share them on social media channels.  For those whose names aren’t featured on the real bottles, Coke is launching a national 500-stop tour where people can get customized mini-cans with their names for themselves and a friend.

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:
Counterfeit Scotch is a big problem for Scotch, estimated to cost the Scotch industry £500 million a year. One of the strangest imitations is made by mixing cane sugar, caramel coloring and a bit of flavoring with whisky.

Your New Favorite Bar:
The Libertine Liquor Bar – Indianapolis, IN. Low lighting, high spirits and a great place to try some of the most interesting cocktails in Indiana. They’ve got a great rotating menu of different things you won’t be able to pronounce (well, most of us won’t) and a very cool vibe that beckons you to just go for it and order something strange. You might meet your new favorite cocktail here. http://libertineindy.com/

Lagniappe (a little something extra):
Apparently we just missed it, but from June 4-6 the very first pub located inside of a crane opened for three days of elevated whisky experience: http://www.thedrinksbusiness.com/2014/06/worlds-first-crane-pub-opens-150ft-in-the-air/

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

The Marketing Arm Digital – June Newsletter

Written by: Larry Weintraub
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We published our monthly newsletter today. Check it out below and if you want to see it in all its glory, with working links, click HERE.

June-Newsletter-14

#SelfieRevolution White Paper

Written by: Larry Weintraub
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Say what you will about the term, “Selfie,” but whether you hate it or love it, odds are you are doing it. Not a day goes by where millions of us aren’t snapping photos of ourselves with the intent of capturing the moment or the location using the front-facing camera on our smartphones.  Did you ever wonder why we do it? And, if you are a marketer, are you curious about how your brand or your client’s brand can benefit from this so-called #SelfieRevolution?

Olga Kraineva, one of our superstar account executives at Fanscape / The Marketing Arm Digital, wrote an insightful White Paper that dives deep into the psychology and the marketing case uses for the Selfie.

Download a copy of the #SelfieRevolution White Paper HERE (click ‘Save’ to take it with you).  It’s free, you don’t have to sign up for anything, we just want you to enjoy it and we hope that it helps expand your knowledge on the Selfie!

Say cheese!