Weekly social scoop

Latest news and developments on social media including Facebook, LinkedIn, Periscope, Snapchat and Twitter – just in case you missed them…

social media

#1 Facebook is building another camera app
By The Guardian:

  • Facebook is reported to be building a standalone camera app – its fourth attempt to do so
  • The app will make it easy for users to jump between still photography, video recording and live video streaming, all presented through a Snapchat-style camera-first view
  • The app is intended to combat a decline in personal image and video sharing on the site, as well as prompt greater use of the company’s Live Video feature

#2 LinkedIn’s revenue up 35% in Q1
By SocialTimes:

  • LinkedIn reported first-quarter 2016 revenue of $861 million, up 35 percent compared with the year-earlier period
  • Marketing Solutions, including advertising, brought in $154 million, up 29 percent compared with the first quarter of 2015

#3 Twitter adds function to report multiple abusive tweets at same time
By The Guardian:

  • Previously, users had to manually report each abusive tweet individually, filling out the required report repeatedly
  • It follows the introduction of muting, blocking and reporting tools and recently the addition of a “quality filter”, which is designed to automatically screen out abusive language from a user’s notifications

#4 Periscope launches Sketching, improved viewer stats for streams
By SocialTimes:

  • Periscope launched the latest version of its iOS application, which includes the sketching feature originally revealed earlier this month
  • The sketching feature allows users to draw pictures on their live streams, which disappear after a few seconds
  • Periscope now provides improved viewer statistics for completed streams, including a graph that displays how the live viewer count changed over the course of a broadcast that also marks the time when a stream received its peak viewership

#5 Talkshow, the latest viral app
By Mashable:

  • A new text messaging app called Talkshow became the next big social platform on Tuesday for its concept: like “texting in public”
  • The iOS-only app lets users host message-based “Talkshows” about various topics, from sports and politics to TV and music
  • People notify followers when a Talkshow is live, encouraging anyone who’s watching to send messages, post reactions and GIFs or even join in as a co-host

#6 Snapchat confirms that 10 billion videos are being watched daily
By Marketing Land:

  • Snapchat users are watching 10 billion videos a day, up from 8 billion two months ago
  • The boom in video activity is mainly due to Snapchat’s “Stories” feature, which enables content creators to share photos and videos of their lives from within the previous 24 hours
  • Note that on Snapchat, a view is counted as soon as someone starts watching a snap, which means that if the person doesn’t complete the whole video, it’s still counted

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onechocolate loves… the view from Germany

Our German office selected this week’s round-up of inspiring PR and digital marketing campaigns, smart new tech and cool events…

#1 Prince – unforgettable

The news of Prince’s death is deeply saddening. In memory of one of music’s greatest talents, a group of musicians sang and played his song “Kiss” in a Frankfurt city train, this was caught on camera and commuters were more than happy to join in. The impromptu session went viral with more than one million views and counting. A great tribute which we love!

#2 Meet Franz


As the number of messenger apps continue to grow, it can be quite complicated to keep track. Luckily, there is a solution which combines all the different messengers in one. Franz is a desktop app which is able to integrate up to 14 Messengers: WhatsApp, Facebook Messenger, Skype, Slack, WeChat, Telegram, Google Hangout, Hipchat, Grape, ChatWork, GroupMe, Gitter, Discord and Steam Chat. Of course Franz is not the only messenger aggregator out there, but it’s free, unlike others! The next version is going to integrate further requests from the community – so if you have any suggestion feel free to contact them… Meet Franz: http://meetfranz.com/.

#3 Intelligent assisted living

BAALL (Bremen Ambient Assisted Living Lab) opens doors and offers support to users in their everyday life. The flat is a 60 square meter fully-connected build designed to be accessible to all. On a big screen in the living room, the residents have access to every single connected device in the building. Microphones in the ceiling allow control via voice command. Also, all the inhabitant’s clothes equipped with RFID transponders and images saved in a database. Thus, the system will know what kind of clothes are available and can even suggest suitable items according to the weather forecast. Thermal cameras register emergencies, for example in case the resident has a fall. Very cool!

#4 Instagram city


As the number of Instagram users increases, many marketers work hard to turn pictures into valuable content and reach a high number of followers. The city of Frankfurt is a great example of this. The account already has 3.5 million followers, which is incredible. Although Frankfurt is primarily known as a financial and economic hub, its presence on Instagram is helping to reposition it as a city of culture.

#5 Translate your wedding vows…

Elan offers online translations but competition is often tough with Google Translate dominating the market. So Elan took a bold step and created a video ad comparing the two in an unlikely situation: translating the vows at a wedding. The result is lots of fun. We think Elan did a great job showing their USPs in an entertaining and interesting way!

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How to boost video conversion rates

video image for blog

Back at the start of 2016, we posted a blog about how video was widely tipped to be one of the hottest trends this year and why B2B brands should be embracing video content as an effective marketing tool. But for those marketers who have already invested in video, what are the best ways to ensure it earns its keep and views convert into sales?

Here are our tips on video conversion rate optimization:

#1 Give your viewers an ‘experience’

There’s no doubt that video is a powerful tool, 59% of executives opt to watch a video as opposed to reading text. With the play button becoming the most compelling call to action on the Web, consumers are now expecting ever more from video. The average internet user spends 88% more time on a website with video, so businesses can further leverage their video content by giving their audience an ‘experience’. For example, by providing a virtual tour of where a product is manufactured, or a teaser of a new product launch, people can better understand the value and importance of your brand. Luxury brands such as Christian Dior utilise this well and have 83.7% of views in comparison to other high-end brands.

#2 Be mobile friendly!

As highlighted by Ericsson’s mobility report in 2015, 70% of the world’s population is expected to own a smartphone by 2020. According to eMarketer, UK mobile ad spend will surpass desktop to account for 1-in-4 pounds spent on media – set to total £4.58bn by the end of 2016. That’s around 27% of total UK media budget. That’s huge. Content that’s effectively optimised for mobile clearly gives businesses a much wider audience reach. Did you know that more than half of all online videos are now viewed on mobile devices? According to Ooyala, the leading video publishing, analytics and monetisation firm, 53% of all videos were watched on mobile by the end of 2015.

#3 Demand for PIV (Personalized Interactive Video)

2016 is expected to be the year that 1-to-1 personalised video finds its place in the modern marketing lexicon. In fact, providing interactive and personalized video content is fast looking like the smart way forward in the quest to substantially drive up those conversation rates. With customers constantly being bombarded with a variety of different means of communications all competing to win their attention, PIV actually allows your customers to customise their own experiences to their needs. By integrating PIV with traditional marketing, companies will not only see improvements in positive customer experiences and engagement, they also open up doors for new-cross channel opportunities.

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Weekly social scoop

Latest news and developments on social media including Facebook and Twitter – just in case you missed them…

social media

#1 Facebook’s news algorithm changing… Again
By The Guardian:

  • This time the site wants to make sure users are getting more of the content they actually spend time reading or watching
  • It is believed this change is a result of Facebook’s access to more data on user behaviour off the site, which will help to create the metrics needed
  • This change follows a series of tweaks the platform has made to ensure article consumption is experienced in a positive way in an attempt to keep users on the site

#2 Twitter’s location tagging extended to Yelp
By The Drum:

  • Previously geo-tagging was provided solely by Foursquare, however, Twitter has announced an integration with Yelp in the UK and Japan
  • Yelp gives users more detailed information in their tags and allows business owners to reach out to potential customers through Twitter following a Yelp geo-tag
  • This has already rolled out in Germany and France

#3 Facebook to become a payments mechanism
By The Independent:

  • Facebook plans to join the likes of Samsung, Apple and Android to offer a payments service to its users
  • The social network already has 1.6bn regular users so will already have a strong stake in the ground when it comes to rolling out the service
  • It is possible that Facebook would have a massive advantage in this field as it would know much more about customers than any bank would, and be able to make more informed decisions on possible credit risk
  • Facebook would have access to shopping preferences and recent locations, much more information than the average bank ever knows about its customers

#4 Twitter has its first new business chief in China
By USA Today:

  • Despite being banned in mainland China since 2009, Twitter is looking for further advertising growth in the country
  • Twitter opened a Hong Kong office in 2009 and has begun engaging with advertisers, content providers and influencers in China

#5 Facebook backdoor revealed by “friendly” hacker
By TechRadar:

  • A white hat hacker has been rewarded for finding a potential issue that allowed staff usernames and passwords to be extracted
  • The issue has since been fixed and Facebook has reiterated that it was not user’s personal data at risk

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onechocolate loves… the view from France

Our French office selected this week’s round-up of inspiring PR and digital marketing campaigns, smart new tech and cool events…

#1 #FeelWelcomeFromThe1stTweet


AccorHotels recently refreshed its philosophy to ensure guests ‘feel welcome’, from the first click, to the moment they first step into the hotel. As part of its online campaign, AccorHotels welcomed newcomers  who used #MyfirstTweet on Twitter, by sending a personalised bathrobe to their home. This is a particularly effective campaign enhancing the customer experience offline and in their own homes.

#2 The Sushi burger

sushi burger

It started as an April Fools when Soba Sushi, a Japanese restaurant chain, posted a photo of a sushi burger. Although it is actually popular in the United States, it’s a first for France as the sushi burger was more of an incongruous item than a new culinary concept! But the joke ultimately created a real desire from consumers and the media alike, with over 1,000 likes, 225 comments and an engagement rate of 6%. As a result, the restaurant chain listened to their fans and placed the sushi burger on the menu!

#3 The first interactive cinematographic experience on mobile


This month, a Swiss startup launched a unique interactive cinematographic experience on mobile, known in the advertising world as participative immersion. It is an interactive movie experience which lets you decide what happens next. Your choices influence the actions of the protagonist and give you control of the story. The two founders of Ctrl Movie presented the full-length movie, Late Shift, on a mobile device at a launch event. A real way of living cinema… wherever you are!

#4 The Walt Disney Company launches its Tous en forme program


Walt Disney Company launched its #DisneyTousEnForme programme in France, encouraging families to keep fit and stay healthy, whilst having fun. A series of short clips from classic Disney characters will be distributed on Disney’s TV channels and the programme will also encourage parents to share their tips and tricks online. Short films will include characters from Finding Nemo, which will promote the benefits of swimming, while characters from The Jungle Book will reinforce the importance of a healthy breakfast. It is a great way to inspire children and their parents to maintain a healthy lifestyle.

#5 The RATP on Instagram


From 13th April until 14th May, the RATP (Autonomous Operator of Parisian Transport) has organised a photo competition with the theme “the city that moves” on Instagram. This competition will give 50 participants the chance to see their shots displayed in various stations from 5th July. Jean-Pierre Jeuner, French film director of movies such as Amélie Poulain and T.S. Spivet, will judge the competition. This is a good initiative which allows the RATP to reach younger audiences while brightening up Parisian stations during the Summer.

#6 Taking the Kuga for a taste drive


In its latest ad, Ford wanted to emphasise the quality of design of the new Kuga, as well as highlight the quality of materials used. So instead of taking the car for a test drive, their ad shows a prospective customer taking the Kuga for a ‘taste drive’, sampling parts from the steel belt to the leather seats. A quirky way to showcase the fact that only the finest materials have been used in the creation of their latest model.

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