Tag Archives: Fanscape

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.

5 Reasons to Consider Flipboard to Support Your Content Strategy

Written by: Tom Edwards
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I was recently briefed by the Flipboard team and was pleasantly surprised by how their platform is scaling to support brands. Here are 5 reasons to consider Flipboard to support your branded content strategy.

Flipboard is a content curation and discovery social magazine app that over 85 million people are using. The application visualizes your social feeds such as Facebook & Twitter as well as providing access to curated topical magazines all while allowing the user flexibility in how they consume their content of choice.

What is Flipboard

From a brand perspective there are 5 key areas of interest to leveraging Flipboard to it’s full potential.

Reason #1 – Brand Magazines – Over the past few months more than 60 recognizable brands have launched curated magazines. This includes Callaway Golf, Levi’s and more. With such a large user base combined with users appetite for both curated and original content, Flipboard is becoming an ideal destination to aggregate and present information in a unique and compelling way.

Here is an example from the Callaway Golf Team. They created a brand magazine to support the launch of their new Apex Irons.

Callaway Apex Irons MagazinePhoto Oct 08, 2 01 25 PM

Flipboard launched an online editor earlier this year. The editor allows anyone the ability create customized titles and over 3.5 million customized titles have been created.

Here is an example of a BlackFin360 magazine that was created via the editor

BlackFin360 Flipboard Editor

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Reason #2 – Flip It Web Bookmarklet – Flip It creates a connection point to update brand magazines quickly based on newly discovered external content. Simply add the bookmarklet to your browser of choice and quickly add curated content directly into a brand magazine.

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Simply identify the content and hit “Flip It” to add directly from anywhere on the web

FlipIt - BF360

Another use for Flip.it links are to extend brand magazines into the web as well. With a Flip.it link, you can connect to a web enabled version of a brand magazine that exists in the Flipboard ecosystem.

Here is an example of the BlackFin360 Brand Magazine viewable on the web via a Flip.it link.

BlackFin360 Flipboard

Reason #3 – Sponsored Search – As part of an advertising package with Flipboard, there is an opportunity to highlight a brand magazine via a promoted element appended to keyword search results.

Here is an example from Levi’s promoting their Modern Frontier magazine tied to the Levi’s keyword.

Flipboard Promoted

Reason #4 – Full Page Paid Advertisements – Brands have an opportunity to align with prominent publishers and associate their content in the form of full page ads that can also link directly within Flipboard. In this scenario, Flipboard can act as the agent with the publishing partners.

Here is an example of a Levi’s Full Page add that also connects directly to their Brand Magazine

Levis Flipboard Example

Paid advertising only appears within the pages of formal publishing partners such as Conde Nast publications. According to a recent interview with Flipboards CEO Mike McCue, he referenced click through rates averaging around 3% across both mobile & tablet.

Another Example of a Full Page Ad

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Reason #5 – Editorial Opportunities – With Flipboard curating & creating content, there are editorial opportunities for brands that can also drive additional value for a brand. This would require working directly with the Flipboard team but relevant content sessions can be created and distributed through inside.flipboard.com

Inside Flipboard

WIth a total of $111 million dollars raised to date and a growing user base, Flipboard is riding a key consumer trend and providing a service that will be incredibly relevant over the next few years as more brands create content and look for platforms that can organize and distribute content in a relevant and cost effective manner.

Follow Tom Edwards @BlackFin360

Pinterest Partner Event Recap

Written by: Tom Edwards
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I recently attended the first ever Pinterest Partner Marketing Summit in NYC. This invite only event unveiled their emphasis on developing a strong partner program and also served as an opportunity to introduce new staff to the Pinterest partner team, new resources for brands and agencies and best practices to maximize the platform.

Pinterest Event

There were five primary areas of focus for the event.

1) Why Pinterest
2) Pinterest Interest Graph
3) New product enhancements (Rich Pin & Mobile Pin It)
4) Analytics & Partner Tools
5) Partner case studies & Best Practices

WHY PINTEREST

Ben Silbermann, Pinterest Co-Founder & CEO started the day by telling the story of Pinterest. He discussed his love of collections when he was young… stamps, butterflies, baseball cards, etc… he saw an opportunity as there was not an elegant solution to organize collections online.

He had roots with Google and was enamored by how the search giant was able to so seamlessly focus on enabling search & retrieval across the web. If you know what you are looking for Google provides an ideal platform for search & retrieval.

He actually related Pinterest more to Google & search than to other social channels such as Facebook. With Pinterest people vs. bots are indexing the webs content and organizing them by interests, something that is a bit more subjective but aligns with human behavior.

One of his key points was in defining Pinterests role in discovery of content.

Discovery on the web is an unsolved problem & massive opportunity” – Ben Silbermann

Ben

With Pinterest, people are making discovery possible by organizing the web’s content around interests. This is their key point of differentiation as the platform is about discovery and action.

It was interesting to hear Ben’s story about the roots of Pinterest and it also provided insight into where the platform is going which leads to the Interest Graph.

INTEREST GRAPH

The Pinterest team spent a good bit of time discussing what they coined the Pinterest Interest Graph. An interest graph is an online representation of the specific things in which an individual is interested. And because the focus of Pinterest is based on what people are indexing on the web and then categorizing by interests, the Pinterest Interest Graph is the foundation for their business moving forward.

A key point of differentiation between Facebook’s Social Graph & Pinterest & even Twitters interest graphs are the fact that Interest Graphs are used to create people’s interest networks whereas Facebook and other social networks are organized around an individual’s friends and connections that follow them across the web.

The key to the interest graph for Pinterest is the ability to create personalized experiences that change based on an individuals life stage and interests. The association is less with people and more with things. This may include life events such as marriage, children, etc… and Pinterest hopes that by focusing on interests they are building a sustainable platform that can grow with users over time and continue to provide both utility and relevance based on discovery.

The key to the interest graph from a brand perspective is that a single product can be repined into other areas. As the single object passes across the interest graph across categories you are able to leverage the network of interests and passions vs. pushing a message and see how your product resonates in real time. This leads to driving discoverability by interest as well as distribution and lengthens the shelf life of content as it continually gets repined.

Interest Graph in action for me… I like Robots

Robots

PRODUCT ENHANCEMENTS

Pin it Button – the theme that was repeated the most over the course of the event was the focus on the Pin It button. Pinterest reiterated that a strong Pinterest strategy starts with enabling your domain. By enabling and focusing on driving & optimizing pins down to the individual product level are the key to driving more engagement and driving higher referral traffic.

Pin-It-Button-30-Designs

Mobile Pinning – Earlier this week Pinterest launched the ability to integrate the Pin It button into a brands mobile application to further drive discoverability via mobile for both iOS & Android via SDKs. The SDK allows a brands users to create Pinterest content inside the branded app. Currently, this only supports pinning from the web, but the ability to pin local images is on the roadmap as well.

Here is an example of Mobile Pinning in action from the Brit + Co (launch partner) mobile app

mobile pinning

Rich Pins – Also tied to this weeks launch was the release of Rich Pins. Pinterest hopes that Rich Pins lead to action and by adding more brand data to a pin tied to products, recipes & movies that more direct attribution and value for brands and users will be apparent. Product pins from a brand can showcase active inventory as well as price & references the source directly from the pin. Recipe Rich Pins allow more data to be added directly to the pin and movie pins offer insight into reviews as well as cast directly from the pin.

Product Pins

Product Pins

Recipe Pins

Recipe Pins

Movie Pins

Movie Pins

Implementation – In order to implement Rich Pins meta tags need to applied to your domain and decide on the type of rich pin you want to apply for. Then once the meta tags have been validated you can apply to get them from Pinterest.

From a brand perspective, this is the first step to further enabling brand content and attribution. Especially the product pins can be of value to further drive action when discovered.

ANALYTICS & PARTNER TOOLS

On March 11th, Pinterest launched their data analytics tool. This was another key discussion point during the course of the event. The analytics tool supports Pinterest’s position to enable a brands .com as the suite focuses on content pinned directly from the .com and focus on how many people are pinning from the website, impressions & reach over time and which pins receive the most repins and who pins them as well as what other content people are pinning alongside them.

webanalytics_3

This data can be extremely useful when incorporating top pins into tailoring content for the website as well as other social channels. Nordstrom was a presenting brand and the key takeaway from their presentation was their focus on curating pins and using analytics as a driver for surfacing content on their website, e-mail as well as in store. By leveraging Pinterest in this way, Nordstrom claimed increased sell through in stores and online.

Nordstrom Top Pins via .com

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Nordstrom in store

Nordstrom

Pinterest also rolled out new partner tools starting with a revamped business.pinterest.com as well as a new business blog that will focused on enabling partners and will serve as the location for new product feature announcements. The team also announced that they will soon be providing webinars on best practices to further enable partners.

Unlike Facebook & Twitter, Pinterest is less about working directly with their partner teams and more about enabling the platform to allow brands to maximize their presence.

CASE STUDIES

During the course of the event four brands were represented including Target, Sephora, Nordstroms & Sony Electronics. I have already referenced how Nordstroms is leveraging Pinterest data to drive their content & in-store strategy. Below are a few key points from the Sephora & Sony Electronics presentations.

Sephora

The most compelling elements from the Sephora case study was their laser focus on identifying trends via pins. Their goals were tied to making it easier to pin from Sephora.com, use e-mail to encourage Pinterest engagement and encourage clients to pin their beauty shopping lists.

Sephora

  • Focus on top pins to inform content strategy across channels
  • Content goes beyond simple product to incorporate DIY type content
  • Testing various types of Pin to Win initiatives that are cross promoted

Screen Shot 2013-05-23 at 10.41.13 AM

  • Embedded Pinterest across social channels such as Facebook
  • Created pinnable e-mails drove significant results including a 60% increase in referral traffic from Pinterest that has not subsided
  • Focus on creating a shoppable experience on Pinterest
  • Claimed that shoppers are closer to purchase in the path to purchase and stated a statistic of 15x the sales impact vs. Facebook

Sony Electronics

I was most impressed by the work of Sony electronics of the four brands that presented. What I liked about their story is they are not the first brand you think of when you think about the Pinterest platform. They are a manufacturer vs. retailer and their audience is a younger, high tech male group who is not the primary audience of the platform. They had very clearly defined strategy objectives of driving sales, acquisition and brand affinity on the platform and they have leveraged the social power of their internal organization as well as consumers to power their experience.

Sony Electronics

  • Audience (Sony electronics appeal to more than women)
  • They curated content that existed, retro products, artist style, influencers who shoot with their cameras etc…
  • Launched presence with an employee contest to educate and curate relevant content across the organization
  • Drove awareness via the Sony Electronics blog & e-mail
  • E-mail is a critical component to their Pinterest strategy, pin, collect, share –> Pinterest focused messages get double the open rate
  • Inform their content strategy based on Pins
  • Leverage 3rd parties such as Curalate to identify influencers
  • Executed innovative programs such as Pin Deals – unlock via 20 pins – flash sale & Pin it to give it – repins = $1 to charity and received 13,000 pins

pin2givePindeals

  • Partnered with relevant brands to enter new categories such as Pinterest partnership with American Airlines to enter travel

Travel and Tech

BEST PRACTICES

The following is a list of best practices that were discussed during the course of the event. This is not a comprehensive best practices list, but does highlight the key points that the Pinterest team & brands represented did speak to repeatedly.

Strategy

  • The Pinterest team reiterated that the best Pinterest strategy starts with your domain.
  • Remember boards are not destinations, most of the interaction will happen at the Pin level
  • Pinnable E-mail is a critical component to a successful Pinterest strategy, enable content to be pinned on the individual content level

Platform

  • Add Pin-It Button to domain
  • Verify the business with Pinterest
  • Enable Domain Analytics
  • Activate & Incorporate Rich Pins to create a cleaner connection to inventory and enabling action
  • Leverage the Mobile SDK’s to further enable sharing directly from a brands app

Content

  • Learn from top pins, timely relevant pins that map to domain are key
  • Optimize pins, Sony’s audience preferred product shots while Target’s audience resonates with Lifestyle images
  • Short Captions are key, the goal is to tease to promote click through
  • Focus on content that will drive repins
  • Pin your product along with other inspirational content to boards
  • Focus on creating ripples with content vs. “feed stuffing”

Contests

  • When it comes to Pin It to Win it type of initiatives, it is important to ensure that there is a variety of content to pin
  • A pin from a Pin it to Win it is good, but the focus should be on repins. Repins are the key to successful promotion on the platform

SUMMARY

The first Pinterest partner event was definitely insightful and the event closed with the following points:

1) Discovery on the web is an unsolved problem & massive opportunity
2) People are making discovery possible by organizing the web’s content around interests
3) You can make your business more discoverable by inspiring people to pin

Follow Tom Edwards @BlackFin360

 

Facebook News Feed Announcement

Written by: Tom Edwards
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Today Facebook held an event to announce the first major change to the Facebook News Feed in six years. The theme reinforced by the Facebook team was reduction of clutter by providing more choice and control over the content and stories users will see in their feeds.

facebook-news-feed-invite_620x350

From the beginning, our goal with News Feed was different from any other social service was trying to provide… You should be able to share any content that you want. Status updates, links, photos, etc… You should be able to share with any audience that you want, publicly, with the world, with just friends, or privately” – Mark Zuckerberg

bitpix-facebook-zuckerberg3-hpMedium

Here are feature highlights from today’s announcement:

The newly designed newsfeed will start rolling out in limited rollouts today with a focus on a “mobile first” design.

Cross

The new design is heavily reliant on the ability to segment content by feed type allowing for more control:

  • All Friends will showcase everything your friends are sharing this feed will highlight friend content and add a “facepile” type of overlay to the side of the story to show who has shared the content. Social connectivity is highlighted as the intersection of timeline & the newsfeed becomes more pervasive with the inclusion of friends “add a friend” which allows you to see more about that person directly in the news feed.

Screen Shot 2013-03-07 at 1.52.54 PM

  • Photos will provide a feed with nothing but photos from your friends Pages you like

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  • Music a feed with posts about the music users listen to

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  • Following, a feed with the latest news from the Pages you like and the people you follow, think of this as a Facebook “newspaper” feature

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Within the News Feed design, photos are getting larger in the new design and attachments from links will also get more space. This will include a much larger image, a more prominent title, and a longer summary accompany a linked story.

newsfeed

This is great, but what does this mean as a brand?

Visual Enablement: Further enabling visual storytelling and cross platform consistency are at the heart of the change. One of the forgotten elements previously is the brands cover photo. Yes, it will pop in the newsfeed when the image changes, but with the refresh the cover photo will be pulled into page “Like” stories in the news feed for both organic & paid. This will provide more context about the page, but also provides another opportunity for the brand to be relevant and engaging with their cover photo & profile photo combination. More frequent updates may be required to ensure that brands are maximizing their opportunities.

Screen Shot 2013-03-07 at 9.12.43 PM

Also note that when people and pages post photos, Facebook will try to display the caption on top of the image if the caption is legible and the image does not contain text and when the image is of sufficient size (at least 425x157px). This puts additional emphasis on either minimal or extremely engaging copy.

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Engagement: The core motivation of this revamp is focused solely on keeping users engaged by allowing more freedom and control over the platform and the information that is relevant for them. Facebook is positioning this change as a more engaging place for brand messages. The goal is to get more people spending time reading and interacting with the news feeds and this should beget more opportunities for us a marketers to reach & engage with our audience.

In my opinion it is too early to tell whether this is good or bad news for brands. The fear from a brand perspective is to lose engagement opportunities by being relegated to a lower visibility feed such as the “following” feed, which currently will not support paid at the initial rollout, but Facebook left it open for opportunities later this year.

Also, one key point to consider, the affinity & engagement of content is key in this new structure, as the more individuals engage with content, the higher the position within the feeds. Obviously this is a key attribute of EdgeRank, but engagement on a post level is still as important as ever. Facebook did confirm that as of now the change is mainly aesthetic for desktop and there will not be a change to Edgerank as it stands today, however this is something that continues to evolve and I would not be surprised if there are changes when the change is fully rolled out to the public.

Paid: The initial rollout will focus on better utilizing paid assets via incremental value adds vs. new streams tied to feeds . but Facebook did leave the door open for injected paid units into subsequent feeds such as “following”. Let’s fast forward for a moment, the new feeds will offer more opportunities to append paid for both small & large advertisers as a whole. The new model also reinforces spend on the post level to further drive visibility of content across feeds. It will be interesting to test media against feed types as units become available as the new design looks to further enhance existing units and offer more opportunities for engagement.

Example of new Page Post Ads

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Example of new Sponsored Ads
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Brand Reach & Visibility: More real-estate should theoretically increase the throughput of branded content if it is optimized for EdgeRank. This also reinforces the importance of having a relevant content strategy that can maximize content distribution across the various feeds. The thought is that this change will net more visibility for brands moving forward. The key to increasing reach and visibility is to combine organic engagement and then amplify the content via paid that is driving engagement naturally. This Pwned Media approach will optimize paid while leveraging the best of organic engagement to propel content and further drive impactful brand reach & visibility.

The assumption on increased engagement through segmentation/multiple feeds may have an initial lag. The native user behavior of the primary newsfeed as the consumer catch-all and primary point of engagement will remain for awhile until users are reconditioned to filter feeds. One of the inherent benefits of the news feed over the last six years has been tied to the simplicity and minimal effort on behalf of the user to engage with content. It remains to be seen how much usage the secondary feed options will see in terms of interaction type.

Analytics: From an analytics perspective, my hope is to also append feed distribution as an option to track content performance. This would then inform content decisions in addition to social interactions to further optimize content for optimal impact. As it stands today, Facebook has stated there will be no immediate impact on performance, and they will continue to monitor various performance metrics, including performance of Page posts and paid media.

Here is a link to Join the waiting list for the new News Feed.

Follow Tom Edwards @BlackFin360

Facebook & Interactive Images

Written by: Tom Edwards
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I have been following Stipple for a while now and with today’s big announcement tied to Facebook support launched the platform to the forefront of my mind to support social content & publishing strategies. What is Stipple? If you have not heard about the service, Stipple allows you to embed interactive hotspots into an image to create additional connections directly within the image. Today’s announcement is key for those who manage owned properties as now Stipple supports direct publishing support via Facebook a feature that has been missing to date.

Now it is possible to add a data driven overlay to an image that can create connections directly from the newsfeed that allow users to take action. Whether it is to drive to a branded destination such as the brands Facebook brand page or .com, create a quick path to purchase opportunity by linking the image to an e-commerce based product, embed a link to videos that relate to the image, or create additional connections as outlined below.

Tag Types

Today’s announcement is a huge addition for those of us who manage Facebook brand properties. Combine this with my recent discussions associated with visual storytelling to drive engagement and you can create a rich experience that can immediately extend the reach of a static image.

With a majority of engagement happening directly from the newsfeed, adding a rich content overlay to images can optimize associations related to the content. The combinations and support possibilities are endless. Whether it’s supporting branded content, promotion, acquisition, etc… the flexibility to tag and append content to an image is a great way to maximize story creation and connection throughout an integrated approach across channels.

Stipple Facebook Overview

In November of 2012, Stipple rolled out the ability to support Twitter publishing. From a single Tweet you can surface videos, photos, etc.. in-stream vs pushing to another destination. Adding a rich content overlay through this media is a great way to extend static images, or link to terms & conditions for a Twitter driven promotion, etc…

Stipple Twitter

I first noticed a Stipple execution by IKEA and I immediately saw the potential. The ability to claim attribution, but also create a centralized experience with various access points is something that create additional value for online retailers. I immediately started to tout the benefits to this approach, but there were limitations to social sharing until today. Now with the additional support for Facebook & Twitter, the value of this platform increases exponentially for those who drive owned asset creation & publication.

Stipple Web

It’s one thing to publish and push content out, but having the ability to measure the engagement and reach of each individual image and the interactions that Stipple creates is another advantage to leveraging this platform. As you can see below, Stipple allows the tracking of engagement and reach so image interactions can be applied into the current KPI’s associated with your publishing strategy.

Measurement

I would definitely recommend evaluating Stipple and the potential impact to your publishing strategy.

Follow Tom Edwards @BlackFin360

Twitter Interest Graph

Written by: Tom Edwards
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Last Thursday featured a rather large announcement from Twitter regarding the future of their advertising product. According to multiple sources the announcements hit the wire. I was at Twitter HQ in San Francisco just a few days ago and the Twitter Interest Graph was a featured topic of discussion. I just received the green light to discuss publicly from Twitter, so here we go.

Now that the news has been unveiled, let’s take a deeper look at the Twitter Interest Graph and its potential impact for our clients. With 140 million users and strong international growth, further developing their ad platform was an obvious next step to drive increased value and offer additional opportunities to monetize their brand relationships.

Currently, the promoted tweets product was focused primarily on amplifying messages to users who were either already following a particular brand or a similar association as deemed by Twitter. Now by introducing the ability to target promoted tweets via other factors such as location and now interests, this opens up the landscape for brands to capitalize on growth and awareness goals that were simply not feasible until now.

An example of this would be American Airlines. Currently, AA could use a promoted tweet to target its 415,000 followers or people deemed similar by Twitter. Now, AA could essentially target new users based on interests tied to travel or destinations.

Google has its Google Knowledge Graph, Facebook its Social Graph and now Twitter has its Twitter Interest Graph. This graph, based on 25 top level and 300+ second level “interest categories” in addition to custom interest segments, uses asymmetrical real-time signals by users to drive the correlation with a user’s interests. In layman’s terms, Facebook shows a direct relationship between an interest and a user via a Like. Twitter takes other signals such as who an individual follows as well as your retweets to make associations of interest. This is also an extension of the logic used by the “who to follow” suggestions on your Twitter homepage.

From an earned media perspective, this definitely changes the game when it comes to driving value from Twitter. I cannot go into the details of the models discussed, but know that based on actual Twitter data the value of a campaign over the course of multiple years is extremely positive.

From a data standpoint, it is still unclear how this data will extend beyond the ad platform. With Facebook’s social graph, we have access to 180 points of data if authorized by the user that includes interest level data. This is incredibly powerful information to create highly relevant experiences and spark action on behalf of a user. As it stands now, and this could change as the graph evolves but today, the data is primarily tied to insights associated with paid campaigns.

Example of Facebook’s Social Graph data points

This is a great next step for Twitter as it continues to evolve it’s platform from simple utility for brands to becoming a major factor in not only impacting real-time and topical events, but harnessing the true power of its 140 million users and more closely associate brand goals with better targeting options to truly maximize opportunities.

Follow Tom Edwards @BlackFin360

Thoughts on Instagram Purchase

Written by: Digitally Approved
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Larry did a quick interview with The Marketing Arm’s ShareBlog, check it out…

30 Seconds With: Larry Weintraub, CEO and Co-founder of Fanscape

In the wake of Facebook’s very expensive acquisition of Instagram, the numbers are just a small part of the story.

Q: What’s behind Facebook’s billion-dollar Instagram buy?

A: What you often see with big technology companies is that they’re actually purchasing the people almost as much as the technology. Yes, they’re buying this photo sharing technology that makes their service more robust and knocking out a competitor, but they’re also buying the minds of the team and ultimately the creator of Instagram [Kevin Systrom].

For example, Facebook bought Gowalla not too long too ago. Meanwhile, you don’t hear about Gowalla anymore. So what did Facebook really buy? Some of the technology and some of the people, which just makes their offering better. A billion dollars may be a high price to pay for the Instagram team and that technology, but it’ll tell a better story when Facebook goes public.

 

Q: Speaking of storytelling, what role does that play in mobile photography? 

A: Photo sharing is exploding and Instagram is a leader in that service. We’re all getting caught up in Pinterest and Instagram, but the reason is because the quality of the photos that we take on our phones now are as good as a Nikon camera was two years ago – we’re talking 6 or 8 megapixels.

Then on the display side, if you look at the new iPad3 campaign, its focus is on the retina display. The iPad doesn’t seem to be that much different, but they’re hanging their hat on the quality of the photos because it’s the convergence of what I call “visual storytelling.” People are using these photo-sharing apps to tell stories. This is reflected in the rollout of Facebook’s new Timeline for brand pages where there’s a big emphasis on the cover image.

So is $1 billion crazy? Not for a great mobile-photo sharing experience, no.

Read more at: http://share.marketingarm.com