Category Archives: Vine

SMWNYC: Day 2 Recap

Written by: Sarah Shapleigh
Bookmark and Share
Bookmark and Share

“The New Millennial Model for Business: Under-30 Leaders Sound Off on This Generations Impact”

This session featured a panel of millennials from the Forbes 30 Under 30 list and was moderated by Randall Lane, the editor of Forbes Magazine. The panelists were Elise Andrew, the creator and editor of I Fucking Love Science, Jeremy Cabalona, a community manager at Vine, and Rachel Gogel, a Creative Director at The New York Times. Each of the panelists brought a different perspective because they each had a different path to lead them to the position they have today.

SS1

It is predicted that by 2025, 75 percent of the global workforce will be comprised of millennials. As more and more millennials are becoming leaders, they are bringing tech-savvy ideas and changing the way business is done. Each panelist stressed the importance of technology in their personal and professional lives. Elise Andrew talked about how she created a Facebook Page so she could share articles and funny things she found on the Internet without clogging up her friends’ News Feed with science posts. Similarly, Rachel Gogel discussed how technology and social media are transforming businesses from fashion to publishing. Gogel has worked at companies such as Diane Von Furstenberg, Travel and Leisure, and GQ, and she now works at The New York Times. Her experience spans many industries but digital played a large role in each.

A common question in recent years has been “How do we manage millennials in the workplace?” With millennials making up such a large portion of the global workforce, people are now beginning to wonder about Gen X. Jeremy Cabalona stressed the importance of treating them like a peer because there is so much you can learn from them. He even said he has recommended hiring a 15-year-old consultant for Vine because they really have become the experts on that platform.

One of the most interesting responses from the panel came as a question from the audience. An attendee asked a classic interview question: “What is your five-year plan?” All three of the panelists had the same basic answer: A five-year plan doesn’t work anymore because the landscape is constantly changing. With the rise of social media and advances in technology there will be jobs in five years that don’t even exist today, so it is impossible to plan that far ahead in today’s world.

“Is Social Media Just Media? The Future of Paid, Earned and Content”

The second session I attended was with Matt Britton and Lisa Weinstein, and moderated by Mike Shields, senior editor of The Wall Street Journal. Matt Britton is the CEO and Founder of MRY, the creative agency that was one of the first social media marketing stewards. Lisa Weinstein is the President of Global Digital, Data, and Analytics at Starcom MediaVest Group, the largest media shop in the world.

SS2

Weinstein and Britton discussed how social media marketing is currently at a crossroads because Facebook has stressed that brands will have to pay to get visibility for any of their posts, and most social platforms have rolled out “promoted post” ad models. This shift causes brands to have to pay to play in social. In addition, both Weinstein and Britton agreed that there really isn’t such thing as a USP anymore. All brands claim their product works and is the best – so nothing is unique. This is where content comes in. Creative briefs need to shift from focusing on a USP to focusing on content and the unmet needs of the consumer. Brands will have to be more selective in the content they produce – as Britton said, “The days of ‘Like this if you like Wednesdays!’ are gone.” If a brand can deliver on that unmet need and provide compelling content, then they will be successful.

Matt Britton brought up dark social and his views on whether social networks such as Whisper, Snapchat, and Yik Yak were a good solution for combatting the zero organic reach on Facebook. He argued that brands don’t really have a role on these platforms and that consumers don’t want brands to be there. On Snapchat for example, brands think they have a role in branded stories and events, but consumers may not. Similarly, Discover on Snapchat is not set up for success. Facebook and Twitter naturally integrate sponsored content into the overall user experience, but for Snapchat it is on a completely separate page. Many teens and other users are using the app daily but not even going to the Discover page because it is not an integral part of the user experience for the platform. Weinstein added that from an ad model perspective she loved it, but from a consumer perspective Snapchat hasn’t fully figured it out yet.

Britton and Weinstein also brought up an interesting point – “brands are people, people are brands” and that most times brands don’t influence audiences, people do. This is evident in Marc Cuban having more followers than the Dallas Mavericks or Bill Gates having more followers than Microsoft.

Overall, it was a very interesting discussion about the challenges that marketers face in getting their message across to consumers. In an increasingly crowded space, brands need to act as publishers and develop focused content that meets the unmet needs of their consumers, with an emphasis on quality content over quantity.

SS3

“Networks of Influence: Hosted by Translation, Elite Daily, and Crimson Hexagon.”

My final session of the day was my favorite session of the week. It included a presentation by Marcus Collins, Head of Social Engagement at Translation, with an overview of a social analytics tool by Mitch Brooks, a Senior Research Strategist at Crimson Hexagon. The session ended with a Q&A with David Arabov, Co-founder and CEO of Elite Daily.

First, Collins shared a presentation on networks of influence and how important they are for marketers today. He defined networks as groups of people that exchange information, experiences, data, and knowledge. Networks have shared beliefs, unwritten rules, rituals, and social rules. Essentially, our networks significantly impact our behavior. Collins explained that our brains are wired to imitate people and we are most likely to imitate people that are like us.

SS4

The rise of the connected class and the social web have made it theoretically easier to reach target audiences but more difficult to forge authentic connections with consumers. Traditional methods of demographic-segmentation will no longer work, because demographics fail to fully describe people. For example, a person who lives in a certain area or falls into a particular age range does not tell you much about their interests or behaviors. Marketing to the connected class will require a deeper understanding of human behavior and to see consumers as complete human beings. This can be done through leveraging networks of influence.

As marketers, we need to understand that we are in the business of behavior adoption. Broad demographic information does not help us anymore, so “target audiences” are useless. Instead, we need to be focusing on target networks, which have social norms and can influence the rest of the people within that network. This will completely change the dynamic of how we target consumers, and if done correctly can help us reach consumers more effectively in order to impact their behavior.

Headlines & Stuff

Written by: Christy Wise
Bookmark and Share
Bookmark and Share

 

Here are some cool things we read about this past week:

Facebook and Twitter Lock Horns in Post-Super Bowl Battle of the Statistics
Facebook and Twitter released a barrage of data this week to claim the title of most popular social network for spectators watching the Super Bowl. Facebook boasted that 65 million people chimed in about the game. Twitter reported 28.4 million game-related tweets, compared with 24.9 million last year.  Facebook claimed that 676,000 people per minute commented or liked someone’s comment after the game-ending interception. On Twitter, the same play generated a surge of 395,000 tweets per second.

Twitter Launches Vine Kids
Twitter recently created its first child-friendly app – Vine Kids.  The main feature is the same, six-second looping videos, but the focus is clearly for children with animated characters leading them through the experience.

Nielsen Pitching New ‘Tweets Per Impression’ Metric to Entertainment Marketers
Nielsen has begun engaging movie studios and TV networks on a new metric — tweets per impression (TPI) — that gauges the social impact of entertainment marketing efforts. TPI maps the number of impressions a commercial has on TV against the number of tweets referencing that particular impression just minutes after the commercial airs.  While TPI isn’t limited to the entertainment industry, there has been significant interest from studios, which can adjust their TV advertising plans in real time based on input from the metric.

Tweets Will Return to Google Search
Twitter has reached a deal with Google to add tweets back to Google’s search results later this year. Google previously had to crawl Twitter’s site for tweets, but now the company will provide the data directly to the search engine. As part of the new arrangement, tweets will appear in search results as soon as they are posted.

Twitter Expands Promoted Tweets
Twitter has announced plans to expand Promoted Tweets beyond its own borders. Flipboard and Yahoo Japan have signed on as the first platforms to participate in Twitter’s newly syndicated ad network.  Twitter’s syndicated ads will be seen by users within Twitter content sections on third-party properties, as well as within third-party content areas.

Global Social Media

China Tightens Its Grip on the Internet
Over the last two weeks, China has been further tightening its grip on the Internet, blocking several tools that allow users inside the country to escape and circumvent what’s popularly known as the “Great Firewall of China.” Some popular Virtual Private Networks were the latest victims of the censorship system, with many reportedly unable to use them to connect to censored websites.  Though China has always been aggressive in trying to control the Internet, this new crackdown is seen as unprecedented.

Noteworthy Campaigns

Gap Debuts Love Story ‘Micro-Series’ on Instagram
Following Gap’s noirish brand campaign from David Fincher, and quirky holiday ads directed by Sofia Coppola, the brand has launched a “micro-series” on Instagram to promote its spring collection.  “Spring is Weird” is a 12-part love story starring actor Paul Dano and “Marcel the Shell” creator Jenny Slate. The 15-second episode will roll out each week on Gap’s Instagram account. The story will also be featured on dating websites and apps. Followers of #APerfectFit will also get special offers for trying the brand’s form-fitting “Resolution Denim” featured in the series.

Just When You Thought You Knew Everything About Hashtags…

Written by: Rita Mogilanski
Bookmark and Share
Bookmark and Share

You may be surprised to learn that there are very specific and different rules for using hashtags on each social platform. This red, yellow, and green guide will explain how lenient and indulgent one should be when including hashtags in a post.

  • Red = Steer clear of using hashtags
  • Yellow = Use hashtags sparingly
  • Green = Go hashtag crazy.

FB logo Facebook
Red. Stop. Move away from “shift” and “3” keys. Hashtags should not be a priority on Facebook. When applicable, tag a partner page instead of using a hashtag. Hashtags should only be implemented when it complements a call to action as part of a larger, cross-platform campaign.

Twitter logo Twitter
Yellow. Twitter is the birthplace of hashtags and still their most natural home. Tweets with hashtags get two times more engagement than tweets without, and 55% more retweets. However, using MORE than two hashtags in a tweet actually decreases engagement by 17%, so use them wisely.

YouTube logo YouTube
Green. Feel free to go hashtag crazy. Hashtags (in the tagging section) on videos are important for search and discoverability. Use at least 3 tags on videos to increase the likelihood that users will find your content.

GPlus logo Google+
Yellow. Like YouTube, Google+ is a platform that is important for search. Google will automatically tag certain posts with relevant and popular hashtags. Hashtags can also be added to comments on a post. It is often good practice to tag or add search terms used for paid SEO and webpage strategies on Google+ posts as well. Use one or two hashtags that will help users discover content.

Instagram logo Instagram
Green. Instagram is home to #ThrowbackThursday, #TransformationTuesday, and other alliterations that allow users to post baby pictures. #There #seems #to #be #a #hashtag #epidemic #on #Instagram, but believe it or not, these people have the right idea. Hashtags are the primary way to find and browse new content on Instagram, and data has shown that interactions are highest on posts with 11+ hashtags. While over-hashtagging is distracting and considered poor etiquette, do not hesitate to include as many hashtags as are relevant to the post to increase discoverability.

Tumblrlogo Tumblr
Green. Like YouTube, hashtags are hidden on the back-end on Tumblr. This allows users to post more hashtags that cover all the aspects of the content. Use 9-12 terms that are both specific and general to completely represent the post content and the interests of the audience. Just remember that only the hashtags that are entered into the tag section will be clickable and searchable.

Pinterest logo Pinterest
Red. Believe it or not, hashtags may harm the reach of content on Pinterest. Clicking a hashtag will actually take you away from the content on the page, and to a list of all posts using that hashtag. This means that you will end up driving users to a list of other similar brands and competing content. Keywords, without a hashtag attached, are a better way to label content and help users discover it.

Vine logo Vine
Yellow. Like Instagram, hashtags are really the main way to find content, and like Twitter, Vine features trending hashtags and topics. It is best to include any and all relevant hashtags, but over-hashtagging isn’t proper etiquette. #DoItForTheVine

LinkedIn logo LinkedIn
Red. LinkedIn is unique in that the platform does not support hashtags at all. They are not clickable or searchable. A hashtagged word will just show up as normal text, and what good is a pound sign if doesn’t automatically hyperlink? Steer clear.

Headlines & Stuff

Written by: Christy Wise
Bookmark and Share
Bookmark and Share

 

Here are some cool things we read about this past week:

Instagram Rolls Out Video Ads
Instagram is now selling video ad inventory launching the product with autoplay spots for Disney, Activision, Lancome, Banana Republic, and The CW. The ads started appearing this week and will continue to roll out over the coming weeks.

Tumblr Rolls Out Video Ads
Instagram isn’t the only platform rolling out video ads this week. Tumblr began featuring autoplay video ads from advertisers including The CW, Lexus, Axe, Universal Pictures, JCPenney, and Hulu.  Ads will be featured in Tumblr’s new video player (unveiled last week), which supports Vine and Instagram video.

LinkedIn Ad Sales Soar
LinkedIn continued its tear in the third quarter, with revenue climbing to $568 million. That’s 45 percent higher compared to last year. The increase was led by sponsored updates – a product that allows advertisers to reach members who don’t follow their company. Sponsored updates generated 31 percent of ad revenue in the third quarter.

YouTube Considers a New Subscription Service
YouTube is in the early stages of exploring new subscription services. Though specifics aren’t available, one option would be an ad-free service that users could pay for.

Global Social Media

Thousands Protest in Hungary over Proposed Internet Tax
Trouble is brewing in Hungary, as thousands of concerned citizens took to the streets in Budapest to protest a new proposed tax on Internet use. Over 10,000 protesters marched through the capital to demand the proposal be scrapped, as they believe it would increase their tax burden and curtail their freedom of expression and access to information.  The proposal was part of a bill drawn up by the current Prime Minister.  Protest organizers, backed by a Facebook group with over 210,000 supporters, issued an ultimatum demanding the tax be scrapped or they would return to the streets for more protests.

Noteworthy Campaigns

Taco Bell Blacks Out Its Social Sites to Launch Mobile App
As part of the launch of its mobile-ordering and payment app this week, Taco Bell blacked out its social media channels including Facebook, Instagram, Twitter, and even its website. The idea was to play up the announcement and attract attention with a Twitter feed, Facebook page, and website all showing nothing but a black screen. Each of those pages only offered a link to the app download. The chain was hoping to prompt conversation using the #onlyintheapp hashtag. The stunt appears to have had some initial success – 75 percent of all Taco Bell stores had processed a mobile order one day after the app launch. Taco Bell plans to continue with their social media activity, but it will be limited until they feel they’ve properly promoted the app.  They have since started promoted tweets and other social ads.

Headlines & Stuff

Written by: Christy Wise
Bookmark and Share
Bookmark and Share

Here are some cool things we read about this past week:

Uber Extends Ride Service to Other Apps
Want an Uber rider to go with that grande latte? Through the Starbucks app – and a small group of other third-party apps — people can now request a car without having to download the Uber app. The new feature comes as a result of the ride-sharing company releasing an API that lets developers add Uber features to their apps. Besides Starbucks, other initial partners include Expensify, Hinge, Hyatt, OpenTable, TripAdvisor, and United Airlines.

News and Ads to Debut on Snapchat
Snapchat has held talks with advertisers and media companies in recent weeks about a service called Snapchat Discovery that would show content and ads to Snapchat users.  According to sources, this new service is set to debut in November.  At least a dozen media companies, including newspapers, magazines, and television networks, are said to be on board. The product would let users read daily editions of publications, as well as watch video clips of TV shows or movies by holding down a finger on the screen (like they do with regular messages on the platform).

Google is Planning to Offer Accounts to Kids Under 13
Google plans to offer accounts to children under 13 for the first time. Accounts on Google services like Gmail and YouTube are not officially offered to children currently, but Google is hoping to establish a new system that lets parents set up accounts for their kids and control their usage.

Twitter Timeline Changes
Twitter recently began adding tweets to your timeline that have been favorited by people you follow. The decision is a controversial one, but it looks like it’s here to stay. Twitter has now officially changed its definition of your home timeline to note that it will add content that it thinks you will want to see.

Instagram Launches Analytics Tools
Starting this week, Instagram will begin letting some marketers check out how their posts are performing in real-time, including more detailed measurements, accompanied by a new tool to collaborate on creative with Instagram’s team. The new tools will initially only be available to current and previous Instagram advertisers, but they will be extended to more advertisers later this year.

Vine Adds Mobile Features
Vine is now letting users upload video via their mobile devices, while making it easier to actually capture and edit video. People can now dip into their camera rolls and use existing videos they’ve recorded for Vines. Vine says more than 100 million people now watch video on its platform every month. Loops play more than a billion times every day.

Global Social Media

In Mexico, Internet Users are Young, Use Mobile Devices, and Like Facebook
Three factors stand out in a study and analysis of Internet use in Mexico: young people are the most active users, the device of choice is mobile, and the most popular destinations are social networks. The study by comScore found that one of every four Internet pages was viewed in Mexico on a smartphone or tablet, and that the country had the second largest Internet audience in Latin America. (Brazil is first.)  Mexico also has the highest mobile penetration in the region, with Android being the most common OS.  Also, social media has the highest reach in Mexico. At 98.3% it beats every other country, whereas the global average is 85.4%.  The top five social media sites include Facebook, YouTube, Taringa, Slideshare, and Twitter.

Noteworthy Campaigns

Newcastle Asks for Fan Photos, Which It Promises to Photoshop Poorly Into Terrible Ads
Newcastle just launched a new hashtag campaign #NewcastleAdAid, in which it’s asking for fan snapshots  — and promises to use the wonders of Photoshop to turn them into really shoddy-looking ads.  The brand claims that it must use low-cost, user-generated content because it blew its marketing budget on celebs for their Super Bowl and Fourth of July campaigns.  Check out the campaign video here.

Greenpeace Targets Amazon and Twitter in an Effort to Clean Up the Web
Greenpeace has launched a new online video campaign featuring Reggie Watts to pressure tech players including Amazon and Twitter to get more of their energy from renewable sources such as solar, wind, and hydro power.  The ClickClean campaign follows an April report from Greenpeace that found little progress from Amazon and Twitter toward using renewable energy to power their data centers.  The initiative, which will include paid social media ads, aims to be humorous and positive, though it is a step toward further escalation — including boycotts and protests by the group. Check out the video here.

Headlines & Stuff

Written by: Christy Wise
Bookmark and Share
Bookmark and Share

Here are some cool things we read about this past week:

Twitter Tests Promoted Videos for Advertisers 
Twitter has announced a beta launch of promoted video, a new advertising option that allows advertisers to upload videos and track user engagement. Promoted video is an extension of the Twitter Amplify Program, which is a way for marketers to promote TV clips on Twitter. The new ad unit will feature many of Twitter’s recent upgrades to its video offerings, including one-tap playback.

Vevo Partners with Pinterest, Adds Pin It and Drives Referral Traffic
Vevo will start adding ‘Pin It’ to the existing share options alongside all its videos on Vevo.com and in its apps. Its music videos can also now be freely shared among Pinterest users.  The alliance is a great opportunity for Vevo to drive significant referral traffic back to its core property. Following YouTube and Vimeo, Vevo is only the third external video player to be integrated into Pinterest.

Facebook Launches Cross-Device Reporting
Being able to track campaign performance across devices has become increasingly crucial to advertisers. To that end, Facebook this week rolled out cross-device reporting for ads, allowing marketers to see how people are moving among devices and across mobile apps and the Web.  For example, an advertiser can view the number of customers who clicked on an ad on an iPhone but then later converted onto a desktop, or the number of people who saw an ad on desktop and later converted to an Android tablet.

Spotify Adds Buy Button
Spotify has added a Buy Button to its service, making it possible for its 40 million music fans to buy directly from musicians. The direct-to-fan service (BrandPage) allows musicians to link to an existing online store or build a new one in Spotify. Aside from traditional merchandise, the feature aims to create fan experiences like private online concerts, Skype chat, meet and greets, and song collaborations.

Global Social Media

China’s Weibo Ups Media Focus
Chinese microblogging service Weibo, typically known as ‘China’s Twitter,’ has just introduced video recording and direct video playback to its iOS and Android apps. This comes as a likely move by Weibo to increase user activity on its platform, amid concerns that users are spending more time on rival Tencent’s WeChat service.

Noteworthy Campaigns

Fanta Pouring Big Bucks Into Vine Video Comedy Series
Fanta, the soda brand owned by Coca-Cola, is sponsoring and co-creating a weekly digital comedy series, “Fanta For The Funny,” consisting entirely of six-second Vine videos. It’s a seven-figure campaign for Fanta, aimed at appealing to teens and young adults. The first episode of “Fanta For The Funny,” which premiered yesterday on CollegeHumor.com and across Fanta’s social and digital channels, is comprised of dozens of Vine clips depicting gags from some of the platform’s most popular personalities.  In the first episode, Fanta doesn’t actually appear in the Vine videos, though its branding is interspersed several times between segments. The series will run for six weeks.

Headlines & Stuff

Written by: Christy Wise
Bookmark and Share
Bookmark and Share

Here are some cool things we read about this past week:

FTC Sues Amazon
Amazon unfairly allowed young children to rack up charges on their parents’ credit cards by making in-app purchases, the FTC alleges in a lawsuit filed last week. The FTC is seeking a court order requiring Amazon to reimburse parents for charges their children incurred within apps. Earlier this year, Apple agreed to provide refunds of at least $32.5 million to settle a similar claim.

Facebook Launches “Out-App Purchase” Ads
What if in-app purchases didn’t have to happen in an app? Rather than indirectly helping developers monetize with ads that drive them installs and re-engagement, Facebook this week began letting them sell Facebook desktop game virtual goods straight from ads in the News Feed or sidebar.

Twitter’s New Analytics Tell Advertisers and Publishers How Many People Actually Saw Their Tweets
Twitter today released a new analytics dashboard for advertisers, Twitter card publishers, and verified users. The company already gave advertisers data about tweets that they’d paid to promote, but there was nothing equivalent for “organic” tweets. Now, the new dashboard offers a broader view of an account’s entire Twitter strategy. The dashboard includes data including: total impressions, total engagements, and engagement rate for each tweet, and also aggregates the data for the past month.

You Can Now Embed Vine Videos on Tumblr
You can now embed your favorite Vine videos on your Tumblr blog. The platform announced the new integration over Twitter this week.  To embed a video – simply add the URL or embed code into the video post box from your Tumblr homepage.

Global Social Media

Gmail Languages Expanded to Cover 94% of the Internet Population
Email is still the universal means of communication. You don’t need a proprietary app to send an email. What you do need is support of languages and regional dialects. To get more people connected, Google just announced it’s added 13 new languages to Gmail including: Afrikaans, Armenian, Azerbaijani, Chinese (Hong Kong), French (Canada), Galician, Georgian, Khmer, Lao, Mongolian, Nepali, Sinhala, and Zulu.

Noteworthy Campaigns

Sour Patch Kids Snapchat Effort
Earlier this week Sour Patch Kids launched a five-day Snapchat campaign featuring social media influencers, which marks a first for the brand and for the parent company Mondelez. The campaign dubbed “Real-Life Sour Patch Kid” enlists social media star Logan Paul to take over the brand’s Snapchat account while documenting pranks he pulled in New York this week.  Logan began posting Snapchat Stories to the Sour Patch Kids account on Monday detailing his hijinks. The theme changed throughout the Story starting with ‘Sour’ pranks and moving to ‘Sweet’ snaps.  The initiative aligns with the brand’s “first they’re sour and then they’re sweet” tagline.  For example, the first  message sent this week shows a giant Sour Patch character splashing water and throwing crackers at Logan, but at the end of the clip, the character shifts his attitude and gives Logan a cup of water to to drink.  Logan will also post to his own Snapchat and Twitter account promoting the partnership.

Advertisers Should Hop On The Second Screen Bandwagon

Written by: Rita Mogilanski
Bookmark and Share
Bookmark and Share

For many, advertisements before videos are 30 seconds of branded agony. When all you want is the sweet satisfaction of the newest Jenna Marbles video, those ads had better be great. Wheat Thins got it right with the latest iteration of their Spicy Buffalo spot. This funny video ad features icons on the bottom right corner of the screen that each link to their respective social platforms.

Wheat ThinsI came across this ad on a TV network’s website while watching an episode clip. The ad is clickable, but links to Wheat Thins’ Twitter account while most banner ads or video ads link to a brand’s main website. Wheat Thins demonstrated that they know their target audience – millennials – and where they will be consuming content and how they want to interact with a brand. Ads that only link to websites are a waste from both a business perspective and user experience. If I accidentally click on it, I quickly leave the site, driving up the bounce rate. As a user, I am much more likely to seek out the brand’s Twitter account if I have questions, their Facebook page if I want to interact with them, or their YouTube channel or Vine account if I love their video content or brand voice.  

The lines between TV, social media, and advertising have become extremely blurry. A whopping 72% of people use mobile devices for video viewing and 75% of people use mobile devices while watching TV. Studies also show that some people aren’t watching TV in the traditional way at all, with 34% of millennials watching mostly online video and no broadcast TV.

Television shows have embraced this shift in attention, while many television advertisers have not.

The integration of social into TV and media has a direct impact on marketing and advertising. With more viewers using social and digital for an enhanced TV experience, custom online and second screen content needs to be a priority for advertisers. Television ads or video ads should have a social component or social call-to-action that can get fans involved. This is especially true for live television programming like sporting events and award shows. During live TV events, fans feel even more inclined to engage in real time with other fans and to avoid spoilers later. Wheat Thins’ social channel links on their video advertisement allow the viewer to easily continue the conversation online after the ad is over.

“The Tonight Show Starring Jimmy Fallon” is a great example of a show that has strategically increased its emphasis to a digital audience. While NBC expects Fallon’s ratings to be below that of predecessor Jay Leno, Fallon’s content is much more digital and social, and therefore more appealing to the desirable and hard-to-reach millennial audience. Clips from Fallon’s episodes become viral regularly, in turn not only promoting the show but also attracting advertisers.

Jimmy Fallon Tweet

While traditional television ads are not going anywhere anytime soon, it is imperative that advertisers keep up with the shift toward second screen viewing and social media interaction. Be on the lookout for a pop-up on your iPad that drives you directly to the product being advertised on your TV, or mobile apps that can scan ads in magazines and locate the closest store with the item in stock.

In the meantime, if you need me, I’ll be live-tweeting commercials.

Headlines & Stuff

Written by: Christy Wise
Bookmark and Share
Bookmark and Share

Here are some cool things we read about this past week:

Facebook Updates Design For Business Pages
Only days after debuting a new look for the News Feed, Facebook this week began rolling out an updated design for brand Pages. Among the changes, all posts now appear on the right-side column of the Timeline, so all updates appear the same on a brand’s page and in the News Feed. The left-hand column will feature information about a company’s business, including a map, hours of business, phone number and website, as well as photos and videos. Also noteworthy –  Tabs are now hidden behind the “More” option, which is yet another step towards Facebook’s quest to focus entirely on the News Feed. Apps are still present but are featured on the left-hand side and are much less prevalent.

Tumblr Lets Bloggers Dial-In to Add New Content
Tumblr’s latest feature allows you to call a toll-free number and record a short audio message that becomes your latest blog post. The feature is easy to use – just add a telephone number to your Tumblr settings that you want to be able to record a message, and then dial 1-866-584-6757. As soon as you hang up, the message will get posted to your Tumblr account. Watch the fun video explaining how it works here.

Facebook Introduces 15-Second Video Ads
Facebook just introduced 15-second video ads, which will start playing without sound as they appear on screen and stop if you scroll pass. If you tap the video, it will expand into full screen view with sound. Users can expect to start seeing these ads over the next few months.

Pinterest Debuts Gifts Feed
Aiming to boost e-commerce activity, Pinterest this week introduced a new Gifts Feed showcasing all things that users can buy through the platform. This feed only shows Product Pins and includes pricing and availability details. The new feed also indicates price range through a system of one to four dollar signs.

Google Changes Search Results
Google is rolling out a new design of search to desktop users that includes changes to both organic search results and ads. The new design removes underlines, increases font size and changes the way ads are labeled in search results. Google’s AdWords-targeted ads no longer have the pink shading. Instead they are preceded by a small yellow box labeled “ad.”

Vine’s Hottest New Trend: #Whaling
Vine stars are looking to get in on the platform’s newest trend: #whaling. Whaling has even enticed news anchor teams to join in. Much like planking, whaling involves contorting your body into a shape resembling a real-life creature: in this case, a whale. More specifically, a breaching whale.

Global Social Media

China’s Sudden WeChat Crackdown
The social networking app, WeChat, also known as Weixin in China, fell victim to a very abrupt and unexpected crackdown this week, with dozens of politically active accounts deleted. Politically active users driven from censorship on Weibo, are finding the relative oasis of WeChat not as safe from the government as previously thought. Some of the squashed accounts had hundreds of thousands of followers. Some new sources were also shut down.  WeChat is slowly approaching the 300 million user mark, but if censorship like this continues, it may have a huge impact on the app. China’s crackdown on Weibo resulted in a 10% decline in users last year.  37% of those users that left Weibo flocked to WeChat.

Noteworthy Campaigns

Starbucks Begins Testing Mobile Orders, Payments
Starbucks plans to begin testing a service that lets customers place orders ahead of time via smartphone at some of its U.S. stores later this year. The coffee giant plans to let customers choose coffee or food while inline or before entering an outlet through the Starbucks mobile app. The step would build on Starbucks’ mobile payments business and loyalty program. The company currently processes almost 5 million mobile transactions a week through its payments app, which boasts 10 million monthly active users.