Tag Archives: japan

Headlines & Stuff

Written by: Christy Wise
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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.

Headlines & Stuff

Written by: Digitally Approved
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Here are some cool things we read about this past week:

Facebook Nixes Sponsored Results
In an effort to further streamline its advertising offerings, Facebook is planning to phase out Sponsored Results – the ads it had served up for searches. The company plans to stop offering the unit to advertisers in July. Later that month, users will stop seeing them.

Twitter Launches #FollowMe Video Service

This week, Twitter launched a new tool that allows users to instantly create sharable movies depicting their social footprint – top tweets, photos and followers. The videos will include a large section of licensed soundtracks from a catalogue of over one million songs, thanks to a partnership with Rumblefish.  Twitter is dubbing the venture #FollowMe.

Facebook Adds Hashtags
Borrowing Twitter’s signature feature, Facebook this week announced adding support for hashtags on the social network. The long-rumored move allows Facebook users to add a hashtag to their status updates or comments to connect to conversations around the same topic. When you click a hashtag on Facebook, you will see a feed of what other people and Pages are saying about that event or topic.  Marketers can also use hashtags to amplify existing campaigns including advertisements.

Global Social Media

From Japan, The Biggest Social Network You Never Heard Of
Nine months ago, Twitter was all the rage in Japan (topping 20 million users). But now, there’s a new platform in town – Line. The mobile social network was launched in 2011 after the Tohoku earthquake. The name refers to the lines that formed outside of public phones after the disaster. The app, which provides free IM and calling via smartphones, tablets and desktops, is the world’s fastest growing social network, reaching 50 million followers in just 399 days. In January 2013, Line had 40 million Japanese followers, and 60% of Japanese women in their 20’s and 30’s use the platform every day. Brands have a presence on the social network – but they must pay. There is a fixed-rate card and the number of messages they are allowed to send is strictly controlled. A four-week campaign with five messages will cost 8 million yen ($81k), while a 12-week campaign with 15 messages (max two per week) will set you back 15 million yen ($151k).

Pinterest Launches Localized Version for France
Pinterest is picking up more global momentum. This week, it announced the launch of a new website in French, with users in France getting pushed more localized content and more French site links in both their search and category feeds. The French version is being launched on the web, iOS and Android. The news follows the launch of Pinterest UK in May.

Noteworthy Campaigns

Kellogg Gives Free Cereal For Instagram Photos
Kellogg’s is once again experimenting with social currency – this time using Instagram. You may recall that the brand launched Tweet Shop last year in London to promote Special K Cracker Crisps by giving them away in exchange for tweets. This time, the Special K store in Stockholm is offering a free box of new cereal to anyone who takes an Instagram photo and tags it with #nyaspecialk (which translates to “New Special K”). Customers simply snap a photo, tag it, post it, and then show the cashier. The company chose Instagram because it is more popular in Sweden than Twitter.

Social Giving for Japan

Written by: Larry Weintraub
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A few weeks back I shared a note about LivingSocial’s Amazon deal.  My intention was less about sharing a great deal, and more about demonstrating the volume of redemption taking place in this new social commerce space.  Yesterday LivingSocial went global.  In a great way.  Their offer (which has been extended for a two day period vs the normal 24 hours) is a 100% match of your $5 donation to the Red Cross on behalf of the victims of the Japanese earthquake and tsunami.  As of the time I’m writing this, LivingSocial members have given nearly $900,000 and with the matching contribution, they are on their way to $2 Million.  One of the best deals yet!