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.

84% of Smartphone and Tablet Users in the U.S Watch TV with a Second Screen

Social media and its connection with TV networks and brands keeps growing: Now 84% of smartphone and tablet users in the U.S. watch TV with a second screen.
Nielsen Social says when it comes to brands and people and using social media in conjunction with TV networks, some general trends have become clear when it comes to key advertising categories.

For “wireless network” advertising/brands the top “affinity” scores go to many sports networks: NFL Network (2.7), Adult Swim (2.7), CNN (2.5), WGN America (2.5), and NBA TV (2.4) get high marks. The average for all TV networks in this category is a 2.0 score.

Looking at other brand types: For “personal care” advertisers, young viewing networks did well: Adult Swim (2.8), Nickelodeon (2.7), E! (2.6), Teen Nick (2.6), and Oxygen (2.5) had the best results. The average here among all TV networks was a 2.0.

Household product brands earned the best marks with those networks heavy into reality TV shows. Here A&E (2.7), VH1 (2.5), FX (2.5), E! (2.4), and BET (2.4) did well. The average among all networks in this category was a 1.9 number.

Source: MediaPost

Stats of the Week

Every week we compile lots of interesting stats here at Fanscape and we try to share a lot of what […]

Culture of Community: Takeaways from Burning Man

Written by: Lindsey Todd
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playaI returned from the Nevada desert a week ago, fresh from my second year of attending the annual Burning Man festival, dust still covering my boots and camping equipment.  Burning Man’s community spirit and the natural beauty of the Black Rock desert, also known as the Playa, never cease to amaze me on what is infinitely possible. As one participant noted, “Burning Man is a reminder of what we are capable of doing when we aren’t so busy with our day-to-day lives, careers, and responsibilities.” It’s a week of community participation, exploration, communication and celebration, with 60,000 of your closest friends.

Here are some of the lessons that will stay with me (hopefully) longer than the playa dust on my tent:

burning-man-2014.petalsCommunity: At Burning Man’s core is the sense of creating community – something from nothing, for one week a year. It’s nearly impossible for one person to bring everything they will need to survive the harsh desert climate – the dust is alkaline, the temperature can range from 40 to 100 degrees. On our first morning, we experienced the temperamental nature of the environment firsthand: a hailstorm.

Commerce is almost entirely non-existent, and participants, or “burners” rely on each other to fill the holes when they need supplies. Standard automobiles are not allowed, instead, participants create “mutant vehicles,” otherwise known as art cars, that act as destinations rather than transportation. One day, an art car broke down in front of our camp. A nearby camp dubbed, “Black Rock Hardware,” had a part they needed, and repaired the car as a gift. Helping those around you and civic responsibility are tenets of this temporary community. Without it, this event could not work.

Get to know the people around you – in the office, in your neighborhood. Don’t be afraid to share resources. Know that when in need, you can ask for help, and in turn you are more than willing to lend goods, knowledge, skill, or just plain encouragement. In the process, you’ll likely find out things about people that can help in unexpected ways.

charliecarAwe/Infinite Possibility: The amount of hours, commitment and work that goes into everything created here is impossible to quantify. The awe at seeing it is beyond words. My first night, I hopped on my bike and explored the various art installations – some permanent, some to be burned later in the week, and many several stories high. When I took my first panoramic look at The Playa at night, I was overwhelmed with a sense of amazement and respect at what is possible with dedication, patience and tenacity. From “The Man” himself (the wood sculpture that would culminate in fire days later), to the meticulously crafted Temple, to the Observatory at the far end of the Playa, none of it would be there without dedicated volunteers and participants.

If it is really worth doing, it is worth the effort. With the right minds, hands and hearts, anything is possible. At the same time, it is all temporary. Don’t get too caught up in the end result – continue improving, make it better – every year!

Freedom and Responsibility/Leave no Trace: In the remote desert, many social norms are modified, if not at times disregarded. This can create the perception that Burning Man is a “free for all” – but with freedom comes with responsibility.  The community operates on a principle of “radical self-reliance.” You are ultimately responsible for yourself: your food, water, shelter, and all of your necessities; use what you need, gift what you don’t, and take what’s left back with you. What comes in must ultimately leave, even the greywater you use to wash dishes. You put careful thought into the words “disposable” and “waste” and learn words like “MOOP” (Matter out of place). What is truly remarkable is that everyone participates, it is part of being a socially responsible citizen. It works. No trash and no trash cans. Just pristine desert that is left as it was found.

Take inventory of the items you use and throw away. Reuse what you can. If you see it on the ground, pick it up. Set an example and model a better community.

Gifting: Our camp, the Bubble Lounge, was (blessedly!) very close to the ice statiobubble loungen. Early in the week, in the heat of the day, there were often hundreds of people lined up for something we all normally take for granted.  Helping our fellow burners was always a first thought. We served ice-cold lemonade during the day and “bubbly” at happy hour. Add our bubble machine to the mix and we reveled in turning countless grown up professionals into  children!

I remember feeling disoriented the year before on “Burn night,” the Saturday night of the festival, when they burn the Man. This is when the city is at its peak in terms of population and energy. The rapid change in temperature from the fire, and influx of people, generally triggers a dust storm, which can dramatically reduce visibility. I purchased small compasses on carabiners (made for scouts) and decorated them to give to my camp-mates. They were delighted, and it felt great to give something so meaningful and practical!

This year, the night the Man burned, my boyfriend and I watched from atop the “E” in the LOVE sculpture. It was a challenge to get up there, and there was no getting down without a team effort. We wlove-playaere a mile from our camp. From in front of us, I heard, “People on the E!” I looked up – it was the couple on the “V” – “Would you like a breath mint?” We took two, and thanked them. They let us know to thank the people on the “O,” so we did.  Simple gestures, but welcome and appreciated!

Don’t underestimate how a small token or gift can help in unexpected ways. Embrace the motto, “surprise and delight.”

Immediacy/Participation: As crafters of digital communities, we know that the rate of engagement increases with investment in community. The same holds true in the desert. I found my experience improve greatly the more I participated. I appreciated each gift that helped me survive the often harsh client. And for a week, I abandoned my digital BFF, my trusty smartphone.  I was in my element, with no digital distractions. If I needed something, I had to walk around and ask people for it. All of my connections were face-to-face. It made me realize how much I rely on email and text when face-to-face, or even a phone call, would build a better connection.

Create situations that invite and reward your communities for participation. Invest in human communication. Pick up the phone, or even better, find a time to meet face to face. Spend time connecting, and build more satisfying relationships.

EmbraceI saw friends, new and old, celebrate their love in front of the three story high “Embrace” sculpture. I pondered the universe from Black Rock Observatory and felt my tiny place in it. I enjoyed pancakes and mimosas at “Barbie Death Camp”, danced to mind-blowing performances by artists and toured the Playa with my camp-mates on the “Crisco Disco” art car. I memorialized the year with a photo in “Black Rock Yearbook” and ran into a high school friend, last seen 1500 miles away, giving rides on a modified bike called the “Classy Taxi.”

I returned from my second Burn exhausted and revived at the same time, inspired, and already planning on how I can do “it” better next year, if I’m lucky enough to go again.  In the meantime, I’m maintaining friendship with camp-mates, reliving memories, and focusing on how I can make my own “default world” better with the lessons I’ve learned.

bm2014

Culture of Community: Takeaways from Burning Man

I returned from the Nevada desert a week ago, fresh from my second year of attending the annual Burning Man […]

Headlines & Stuff

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

Facebook wants to better understand consumer thinking in an effort to serve more relevant ads in the news feed. To that end, the social network will start asking users why they choose to hide an ad as soon as that user does so. Users can select from a variety of reasons including: irrelevant, offensive, spam, too frequent, or “something else.” Taking into account the reasons why an ad was hidden, Facebook said it will show the ad to fewer people.

 

Spotify’s video ads are coming. The music-streaming service will soon roll out its video ad products for marketers, including a mobile product that lets listeners watch a video ad in exchange for a half hour without any further commercial interruption. Spotify will start testing video ads in the fourth quarter with a limited number of brands, and plans to extend them to advertisers in the first quarter of 2015. Coca-Cola, Ford, McDonald’s, and Universal Pictures have signed on as the first global buyers. Kraft Foods, Target, and Wells Fargo will be the U.S. only launches.

 

In a question and answer section on Facebook, the company now describes how to set a post you’ve published to expire, a process that allows the message to disappear. The capability is only available on certain posts, currently.  This is Facebook’s attempt yet again to take on Snapchat.

 

This week, Twitter introduced its Buy Now button, a feature that allows users to make purchases directly on Twitter.com and throughout its mobile app.  The company is moving cautiously with the product, which it says will only operate in the U.S. and be seen by a “small percentage” of users. Only 26 nonprofits and musical artists were handpicked to deploy the feature, including country singer Brad Paisley, rap artists Eminem and Wiz Khalifa, and metal band Megadeth (yes, Megadeth).

 

Facebook has reached out to some of Google’s biggest content producers and encouraged them to test distributing their videos on the social network. Facebook’s push reflects a desire to become a bigger competitor in web video and get more content on its site. Right now, content creators use Facebook to promote their programming but prefer people to watch the videos on YouTube and other platforms, where they can make money through ad sales more easily.  Facebook and content creators are discovering how advertising might be incorporated into these videos. It’s likely that some sort of ad product will be rolled out by the end of the year.

 

Global Social Media

China has ordered video-streaming sites to get state approval to run foreign TV shows and films as authorities in the world’s largest Internet market tighten online control. Video sites need to register foreign TV shows and films by the end of March. Starting April 1, unregistered content can’t be shown online. This year, China barred video websites from airing four U.S. TV shows, including “The Good Wife” and “The Big Bang Theory.” The country plans to cap the amount of foreign TV programs allowed on the sites at 30%.

Noteworthy Campaigns

During New York Fashion Week, Adidas showcased their new Fall/Winter 2014 collection dubbed #NeoRunway. The event, which was the world’s first tweet-powered fashion show, was created entirely by teens.  Teens had the power to decide everything from music, lighting, and the set design to styling the fresh new looks of the models walking down the catwalk. Teens participated in the show using the in-card voting mechanic from Twitter to choose between options. NEOLovers voted for two weeks prior to the show to decide what clothing, hairstyles, and makeup the models should wear. Participants could vote right up to the last seconds of the show. In addition, a team of young bloggers were on-site, bringing the show to life across social media channels.

Headlines & Stuff

Here are some cool things we read about this past week: Facebook to Ask Why People Don’t Like Ads Facebook […]

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.

Facebook Hits 1 Billion Video Views per Day

Facebook on Monday said it has hit 1 billion video views per day as the social network ramps up efforts to rival YouTube as an online video powerhouse. To highlight popular content and promote sharing, Facebook will start showing the number of views a publicly posted video has gotten at the bottom of a post.

From May to July, Facebook said video views have surged 50%, with more than 65% of the total taking place on mobile. That underscores the broader shift the social network has seen from desktop to mobile use in the last couple of years, with mobile now also accounting for the bulk (62%) of ad revenue.

After introducing auto-play video earlier this year, Facebook noted in a blog post today that the feature has led people to discover “significantly more content” as a result. And when advertisers designate video views as the objective of their campaigns, that step translates into up to a 60% decrease in cost-per-view for video ads, the company said.

“So in the coming weeks, we’ll extend the availability of videos that play automatically to more content from more brands in the U.S.,” stated a blog post today by Fidji Simo, a product management director at Facebook. She also confirmed that the company is testing a new feature in mobile suggesting additional related videos when someone finishes watching one.

A separate post also highlighted the addition of deeper video analytics tools in May, as well as the ability for video publishers to add a call-to-action, such as visiting a Web site or making a purchase, at the end of a video, to drive interaction and/or transactions.

During Facebook’s second-quarter conference call, COO Sheryl Sandberg said the social network was running about a dozen premium video ad campaigns, with the early data showing promising results. To enhance its video ad offering, Facebook in July acquired startup LiveRail, a platform that helps publishers such as MLB.com and A&E Networks to better target their video ads.

In terms of Web video audience, Facebook ranks second only to YouTube, but is still well behind. Its 103 million unique video viewers in the U.S. in July compared to 157 million for YouTube. Still, Facebook’s video audience has grown about 27% between May and July versus only about 5% for YouTube. When it comes to views, the Google-owned video hub was delivering 4 billion a day at the start of 2012, and that figure has likely grown significantly since then.

Source: MediaPost

Stats of the Week

Every week we compile lots of interesting stats here at Fanscape and we try to share a lot of what […]

The Marketing Arm Digital – September 2014 Newsletter

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

Sept-Newsletter.2014

The Marketing Arm Digital – September 2014 Newsletter

We published our monthly newsletter! Check it out below, and to see it in all its glory with working links, […]

How To Make Trends and Influence People

Written by: Eric Fransen
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One of the proverbial Holy Grails of social marketing has been to get your brand to trend on Twitter. It signifies scale and social value of your brand, it’s easy to explain, and not everyone can do it. Or can they?

First, let’s begin with some definitions.

What does it mean to trend on Twitter?
It means appearing in the top trends box on Twitter’s home page and mobile app. The trends are tracked and viewable at a global, national and city level.

What are trending topics?
Trending topics represent what people are talking about the most at a given time. But it’s not just a traditional word cloud, tracking individual words — rather, Twitter uses an algorithm to identify the larger conversations related to topics and distill them down to hashtags and keywords. By clicking a trending topic, you can see all related tweets, profiles, and headlines.

How does something become a trending topic?
The most certain way to trend on Twitter is to pay for it using Twitter’s Promoted Trends product. These opportunities are offered once per day at a fixed rate — typically $100,000 – $200,000 for 24 hours. While this is a surefire way to get your brand in front of the massive Twitter audience, what we’re discussing today is how to do it the old fashioned way: organically.

There are a few things to note about organically trending topics. 
First, there’s no telling how long or short their time to trend is going to be. I’ve seen trends last less than 20 minutes and up to a majority of the day. It really comes down to the size and nature of the audience that’s engaging — that is, fans of One Direction and Justin Bieber are incredibly passionate and show up in the millions to create organically trending topics quite frequently.

Second, a big part of the algorithm that causes content to trend is based on two things: frequency and volume over time. That is, the more people are tweeting about a given topic in a shorter amount of time, the more likely that content is to trend. This is why you see topics related to live television like sports and The Voice trending — the viewership is so massive and active on social media that, at any given time, thousands upon thousands of conversations are occurring about these cultural events.

So, what does this mean for me and my brand?
When it comes to trending topics, there’s a lot to do with chance — right content, right time — but there’s an equally important part that can be affected with the right strategy to put your best foot forward. Here are a couple thought starters that should get you on your way to your first trending topic.

1) Live Events
What better way to replicate the momentum achieved by a live television or sports event than to create one of your own? I’m not saying you need to produce a television show or host the next Dodger game. Quite the opposite, in fact. You can create an online event targeting a smaller but passionate audience. The most common example of such an event is a Twitter Party — an event hosted by a popular Twitter personality, centered around a hashtag, and designed to get their audience talking about a topic. Another type of live event that I have personally seen success with is a live trivia event. Working with a gaming client, we devised a program that offered up high value prizes to the first Twitter follower to answer each of a series of increasingly difficult trivia questions using a designated hashtag. We hosted a similar event for four weeks and organically trended three of the four times.

2) Mass Appeal
Don’t have the means to make an event of your own? You can try appealing to the masses with something that holds a universal truth or can be entertaining to everyone. A program I created for the same gaming client was designed to tap into the passion around nostalgia for a particular franchise and the result was the topic trended within the first 10 minutes of publishing the original tweet. It comes down to understanding your audience and their motivations. What are they passionate about at scale?

How To Make Trends and Influence People

One of the proverbial Holy Grails of social marketing has been to get your brand to trend on Twitter. It […]

Google’s Updated Search Algorithm Puts Greater Onus on Social Content Marketing

Written by: Eric Fransen
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What’s changed?
Google recently announced significant changes to their legacy algorithms — Hummingbird, Panda, and Penguin, which impact 90% of the world’s searches — that took the war against spam links and black hat SEO to new heights. At its core, the change is putting a much greater emphasis on content relevance and quality by stripping out bad searches (keyword stuffing, duplicate content, and hyperlink manipulation) and clearing the lane for the good stuff.

So what does this mean for digital marketers and brands?
The bottom line is this: great, relevant content will prevail over all else. No longer will marketers and SEOs be able to stack the deck to artificially inflate the presence of bad and/or irrelevant content. If the ever-increasing demand for original, quality content wasn’t already apparent — this is your wake up call.

The good news in all of this is, if you’re already creating engaging, high quality content for your marketing campaigns, this is some of the best news you’ll hear all year. With the clutter out of the way, your content stands that much greater of a chance of being discovered by your intended audience.

As a brand or agency, there has never been a more important time to focus on the creation of original content in real time. By reacting to global events and trends quickly in an authentic manner, you’ll not only ensure your content is original and fresh, but you’ll be poising your content (and brand) for discovery. And the changes to Google’s algorithm have cleared the lane of clutter to make a clearer path to the top of the search engine results pages.

Google’s Updated Search Algorithm Puts Greater Onus on Social Content Marketing

What’s changed? Google recently announced significant changes to their legacy algorithms — Hummingbird, Panda, and Penguin, which impact 90% of […]

Headlines & Stuff

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

Pinterest this week launched its first global business tool in 31 languages that analyzes pinning behavior in profiles and boards. The platform will allow users to search and find specific metrics on profiles, common interests, impressions, highest-performing pins generating social actions, and more. The company’s analytics team worked with “sets” of translators to support local users worldwide.

 

Instagram has launched a new mobile video app featuring tools like tracking shots and time-lapse shooting. The new Hyperlapse app features stabilization technology for creating smooth time-lapse videos, even while in motion.

 

Amazon is taking direct aim at YouTube as the e-commerce giant acquires video-streaming service Twitch for $970 million in cash. YouTube had reportedly been in talks to buy Twitch, whose ad-supported service lets people stream live video of their video game play.

 

Advertisers can now target their Facebook ads based on how strong someone’s phone signal is when they visit the social network. That means advertisers can limit data-heavy ads like video to people with 4G connections and run light-bandwidth text ads for those on 2G connections.  In other Facebook ad news – the company recently expanded event ads to mobile and desktop newsfeed.

 

Twitter recently rolled out an updated analytics dashboard to marketers and verified users. It is now making these same analytics available to all users.  The dashboard lets users see how many impressions each tweet has received, the number of favorites, how many times users have clicked on their profiles, and the number of retweet and @replies.  In other Twitter news, the company has launched a training program for agencies called Flight School, which aims to familiarize marketers and advertisers with the service and help them keep abreast of new features.

 

Global Social Media

Nearly 86%  of Australian mobile customers plan to engage in mobile commerce in the next 12 months, an increase of 11%  over 2013. The rapid growth in smartphone adoption in Australia is creating a new wave of consumer behavior that is changing the mobile landscape. The average Australian mobile user consumes 6.7 hours of media per day, with mobile almost surpassing television in terms of time spent.  Around 55% of mobile web customers now use mobile as either their primary or exclusive means of going online, an increase from 40% in 2013.  Also noteworthy – around 55% of mobile users in Australia are now as comfortable with mobile advertising as they are with television or online advertising.

Noteworthy Campaigns

Leveraging Instagram “likes” for dollars,  Nordstrom and Target have launched Like2Buy platforms that look like Instagram and act like Instagram, but link photos directly to product pages on the retailer’s site to initiate a purchase. Instagram has 200 million engaged users who share roughly 60 million photos daily. Curalate, the company that built Like2Buy, and other social platforms are trying to comb through this data to present brands with social engagement metrics that can be interpreted into real-life sales leads.

Headlines & Stuff

Here are some cool things we read about this past week: Pinterest Launches Global Analytics Platform in 31 Languages Pinterest […]

Stats of the Week

Written by: Jackie Mendez
Bookmark and Share
Bookmark and Share

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.

44% of People Plan a Trip Using a Smartphone or Tablet

Somo, a mobile marketing specialist, has pulled together some of the latest mobile travel trends to give a snapshot of how mobile consumers are versus the travel industry.

The company, which works with players such as Air Asia Expedia, brings in information from recent studies such as the Expedia Travel report and the IAB Mobile Audit.
Key points include:

  • 30 million people now search for travel information via mobile devices each month.
  • 44% plan their trip with a mobile phone or tablet, 61% purchased air travel or a hotel stay on a tablet and 51% did the same via a smartphone.
  • 32% of the UK’s travel companies have no mobile presence.
  • Only two of the UK’s top 50 travel companies have a responsive website.
  • 62% of top carriers use mobile boarding passes but none have a responsive website.

Somo infographic

Source: tnooz

Stats of the Week

Every week we compile lots of interesting stats here at Fanscape and we try to share a lot of what […]

Instagram = Engagement…For Now

A lot of industry attention has been directed at the recent Facebook shift to reach and frequency and the relevance […]