Weekly Social Scoop

Latest news and developments on Twitter, Facebook, Snapchat and LinkedIn – just in case you missed it

Weekly social scoop

#1 First British bank to allow payments via Twitter

By The Guardian

  • From the 10th of March, Barclays’ customers will be able to make payments to others via Twitter, without needing the recipient’s bank details or phone number
  • The service will run on the mobile app, Pingit, meaning that the normal security functions for regular Pingit payments will apply

#2 Facebook’s advertising community grows

By Reuters

  • Facebook has announced that the number of active advertisers on the social network has grown 33% since July 2014, bringing the total number to 2 million
  • Moreover, the majority of advertisers are small and mid-sized businesses (categorised as typically spending $5-$50 per-day)
  • According to COO, Sheryl Sandberg, the fastest growing regions for small business Facebook advertising are Europe-Middle, East-Africa and Asia Pacific 

#3 The verdict is positive for LinkedIn’s new tools

By The Drum

  • LinkedIn’s new set of marketing tools which were introduced on the 19th of February have been met with a largely positive response
  • Starcom MediaVest Group’s Liam Brennan said that the updates will have a big impact on online advertising for the B2B sector
  • For more information on the new data-led product suite, check out onechocolate’s guide to what marketers need to know about LinkedIn Lead Accelerator 

#4 Music a ‘really interesting opportunity’ for Snapchat

By The Guardian

  • Hot on the heels of last week’s announcement that Snapchat users will now be able to add music to their snaps, the company’s CEO, Evan Spiegel, has said that he sees music as a “really interesting opportunity” for Snapchat
  • Hinting that the photo sharing platform may be adding more music-related features, Spiegel said “Music is really appealing to us right now because it has some of the same attributes that communication had when we were working on Snapchat in the beginning”

#5 Belgian watchdog criticises Facebook’s data protection laws

By BBC News Technology

  • A report written by Belgium’s privacy watchdog has accused Facebook of breaking European data protection laws
  • The report found that Facebook placed “too much burden” on users to navigate complex settings and that it was not transparent enough about how data gathered on users was used in adverts

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onechocolate loves… the view from the US

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

#1 YouTube Kids

YouTube Kids

This week, Google announced the launch of YouTube Kids, an app designed and built with kids and parents in mind. The content on the platform will include educational videos, cartoons and music, and there will be regulations on who can upload content. The new app aims to prevent parents worrying about what kids might come across, as they would on the regular version of the video-sharing site. Parents will even have the option of enabling timers for their devices, so that kids know when it’s time to put the screens down.

#2 Pebble Smartwatch

pEBBLE

This week, Pebble’s new smartwatch raised $1 million on Kickstarter in just over half an hour. At the time of writing, the campaign had more than 50,000 backers and raised almost $11 million. According to VentureBeat, the new smartwatch is “a $159 device with a handful of features brand new to the Pebble line, like: a colorful e-paper display; an updated, notification-centric OS; a ‘20 percent thinner’ design; and a Gorilla Glass screen.” Impressive!

#3 GDC 2015

VR

The gaming community will converge on San Francisco next week as the city hosts the Game Developers Conference in the Moscone Convention Center. The event will host more than 400 lectures, panels and demos from across the gaming industry, all under one roof. Major brand names such as Microsoft, Sony and Nintendo will be attending the event and showcasing the latest and greatest updates for their many games. We’re particularly fascinated to see how gaming companies plan to use virtual reality in the coming year.

#4 Gone to Texas

Keep Austin weird

Move over San Francisco, it looks like Austin is taking a bigger bite of the tech pie. According to a new report by property consultants, Savills, San Francisco is ranked fifth for business environment; fourth on tech environment; second for quality of life; sixth for talent pool and eighth for property affordability. Among the 12 cities surveyed, Austin has one of the largest student populations, which means there’s always a rising pool of talented, tech-savvy youngsters for companies to recruit. The top five cities were: Austin, San Francisco, Tel Aviv, New York and Stockholm.

#5 reddit (finally) makes changes

reddit

After months of doing nothing about leaked images on the site, reddit is finally implementing some stringent digital privacy guidelines to prohibit posting sexually explicit images without a user’s consent. The updates come hot on the heels of the now infamous celebrity image leak, and the site now states that: “No matter who you are, if a photograph, video, or digital image of you in a state of nudity, sexual excitement, or engaged in any act of sexual conduct, is posted or linked to on reddit without your permission, it is prohibited on reddit.” The changes will go into effect on March 10th.

#6 Denny’s at the Oscars

Denny's Oscars

The Oscars were held last weekend, and it was exciting to see all of the stars dressed to the nines representing their work over the past year. While not everyone walked away a winner, there were some brands that capitalized on the opportunity much better than others. One of our favorites has to be Denny’s! Not only does the company have a fun Tumblr, which we noted in a former onechocolate loves, but they know how to have a good time playing with their food to help engage users. Doesn’t it look tasty?

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LinkedIn Lead Accelerator: What marketers need to know

LinkedIn leads 2

Last week, LinkedIn announced the first major rollout of new tools since its acquisition of business marketing platform, Bizo, last summer. The new features bring in a full-funnel approach and the most innovative addition is the nurture platform, LinkedIn Lead Accelerator.

The complex nature of nurturing leads through the B2B sales pipeline means that, currently, a 5% conversion rate is considered a success. All major brands focus enormous efforts on targeting key prospects, drawing them into the sales funnel and nurturing them until they are ready to buy. Yet, crucially, 95% of website visitors leave without registering their details and when it comes to direct marketing to those that do, the average email open rate is just 20%.

And, to add to the frustration, most brands only achieve ongoing dialogue with just 5% of their prospects.

So, what are the key benefits for B2B brands?

LinkedIn’s Lead Accelerator aims to transform lead nurturing – ensuring marketers are no longer confined to the email inbox. It is designed to bridge the gap between social and lead-gen to make reaching, nurturing and converting higher volumes of the right prospects simpler and more effective.

The combination of LinkedIn and Bizo is certainly powerful. Prior to the acquisition, Bizo was creating 30 billion impressions per day and LinkedIn has over 300 million members worldwide. However, despite having over 50 million members in the UK, there are only 7-8 million active monthly users, limiting the potential reach of LinkedIn ads.

Now, LinkedIn ads will be displayed, not just on LinkedIn’s site and app, but across thousands of other websites across the internet. Thus, brands are no longer limited to targeting users only when they are logged in and are able to reach a whole new audience. Not only has the potential reach of posts increased massively, but thanks to LinkedIn’s vast database of users’ browsing behaviour, activity, seniority and industry, marketers can target tailored ads more accurately than ever before. By targeting the right people, with the right content, at the right time, marketers are able to directly reach the individuals who make buying decisions and hold the purse strings.

Recognising that more and more leads come via mobile, LinkedIn Lead Generator has improved functionality for mobile. For example, the smart data form auto-fill is designed to provide a better customer experience and substantially reduce drop-off rates, whilst increasing conversion rates. Prospects can register their LinkedIn details just by clicking one button.

LinkedIn Lead Accelerator provides analytics of campaign impact in real-time as well as comprehensive reports over set periods. This delivers insights into the funnel with a new degree of accuracy; who drops off and when, the exact stage of the funnel which individual prospects are at, and the conversion rate over a set period. Insights into the best performing ads, which prospects they are performing with and when, is provided through advanced A/B split testing.

LinkedIn’s updates will provide marketers with tools to deliver high quality leads to sales people, enhanced customer experience, and gather more tangible ROI on digital advertising and marketing. Not convinced yet? Marketo, Eloqua, Groupon, Samsung and Levono are among the first brands trialling the lead-generation product suite, and have already reported a huge 60% drop in cost-per-lead. It seems that LinkedIn is well on its way to being the “most effective platform for marketers to engage with professionals”.

onechocolate communications has successfully managed LinkedIn ad campaigns for leading B2B brands, targeting key prospects across international markets. To discover how we can help you get started – whether it’s a UK, international or global campaign – contact Emma Smith: emmas@onechocolatecomms.co.uk.

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Weekly social scoop

Latest news and developments on YouTube, LinkedIn, Snapchat, Facebook and Twitter – just in case you missed it

Weekly social scoop

#1 YouTube for Kids

By BBC News Technology

  • The world’s largest online video platform, YouTube, is rolling out YouTube for Kids in a bid to make its content more child-friendly
  • The app, which will run separately from the main channel, will have strict parental controls and restrictions on who can upload videos, as well as curating content from sources such as Sesame Street
  • It launches in the US on Monday the 23rd February and will be available in the UK later in the year

#2 LinkedIn launches global ad network

By Financial Times

  • Following its acquisition of Bizo last year, LinkedIn has launched a set of advertising products that bring ads to users, not only on LinkedIn’s site, but on over 2,500 other websites
  • The move, aimed at increasing LinkedIn’s lead-generating capabilities, will allow marketers to utilise more of LinkedIn’s data to bring tailored adverts to the right people at the right time
  • The Drum has reported that Samsung and Lenovo are two of the first companies to trial the new product range following the launch last Thursday

#3 Snapchat gets musical

By The Guardian

  • Snapchat users using iOS are now able to add music to their snaps using SoundCloud, iTunes and Spotify
  • The update will enable users to record a track and use it as the soundtrack on their snap or upload it to their “Stories” profile, which may pose a threat to start ups such as the music-based communication app, Dubsmash
  • It looks like this may be the first of many steps into the music world for SnapChat as the company’s Chief Executive, Evan Spiegel, has said he “sees music as a really interesting opportunity”

#4 Facebook ads get smarter

By Mashable

  • Facebook is making its adverts even smarter by rolling out a new set of dynamically optimised tools called Product Ads
  • The updates will bring more intelligent, tailored ads by targeting users based on their activity, location and interests
  • For the first time, adverts will also have the ability to show more than one product at once, which should increase the odds of users finding something to buy

#5 YouTube prepares ad-free service

By The Guardian

  • In a bid to compete with streaming services such as Netflix, Google’s YouTube is preparing to launch a paid-for subscription service for users who don’t want to see adverts
  • The move, which the video-sharing platform has been trialling since 2013, is part of YouTube’s efforts to “fine-tune” the user experience 

#6 Twitter wooing developers

By Financial Times

  • Twitter is launching an international campaign to attract businesses and developers to build products for the social platform
  • Twitter hopes that the new products will increase its user base and drive revenue
  • The move follows the release of tools last October specifically designed to help programmers build apps

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onechocolate loves… the view from Germany

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

#1 hitchBOT comes to Germany

Hitchbot

hitchBOT, the hugely popular robot who spent last summer hitchhiking across Canada and trying to make new friends, now wants to hitch a ride with us in Germany. The project was created to find out how willing the general public would be to help a robot they find on the street. The answer? A lot, at least in Canada. hitchBOT’s latest adventure in Germany is sponsored by local prime-time science TV show, Galileo. How well it works with skeptical Germans remains to be seen, but so far – one week into his trip – he seems to be settling in just fine. You can keep track of hitchBOT’s journey and the adventures he gets up to on his blog page.

#2 Planking challenge 2015

Planking

As many of us battle to beat the winter bulge, getting fit for spring is high on our agenda. This may well be the reason for the tremendous success of the Plank Challenge 2015 in Germany, which has got over 570k participants working on their planking skills, with many uploading their efforts on YouTube. The success of the challenge even surprised its creator, Daniel Malik, who only set up the event as a bit of fun for him and his friends before it went viral. The challenge is running till the 2nd of March, so get planking!

#3 Cupidrone

Whilst our British, French and American counterparts may have been loved up last weekend on Valentine’s Day, it was a different story for us. The romantic day is not popular in Germany, a statement backed up by research by German online travelling portal Opodo, which found that 70% of Germans do not care about Valentine’s Day and 40% are annoyed by the day. Despite our cynicism, one PR stunt by funnyhowflowersdothat.co.uk did catch our eye. In the promotional video from the Dutch flower brand, drones dropped roses at the feet of unexpecting couples in Verona – the setting for Romeo and Juliet. What we particularly love about this stunt is the spontaneous reactions from the participants and the juxtaposition of old romance and up-and-coming tech.

#4 The future of the kitchen

IoT kitchen

Those of us who aren’t blessed with culinary skills are particularly excited by Fissler’s latest announcement; that it is releasing a selection of IoT pots, pans and scales. By connecting via Bluetooth to a Smartphone or tablet, the user will receive information about the temperature and pressure of the pot or pan. The smart app will recognise a wide variety of recipes and the corresponding temperatures and the cooking times. The only downside is that – due to the batteries in the pan grip – it’s not dishwasher safe.

#5 Space-saving billboard

In last month’s onechocolate loves from Germany we talked about Astra’s tongue-in-cheek, womanising billboard. This week another smart billboard has caught our eye; it’s less high-tech but innovative nonetheless. IKEA has displayed three different slogans on one poster, printed in yellow, cyan and magenta and each one is only readable when illuminated by alternating red, green or blue light. We think this is a simple but brilliant way to promote IKEA’s message of making the most of small spaces.

#6 Haribo’s sweet succession

When one of Germany’s famous entertainers – and the face of Haribo – Thomas Gottschalk took his leave from the long-running entertainment program ‘Wetten, dass..?’ the replacement host could not live up to Gottschalk’s legacy and so the show ended last year. Consequently, Haribo knew the stakes were high in its search to find a new brand ambassador; Gottschalk had been tied with the sweet brand for 24 years and his ads were very popular. Haribo decided to make an official handover advert introducing Michael “Bully” Herbig, a well-known comedian. His fresh and quirky style has been very well received, so if you haven’t seen it yet, check out his funny dance of joy in the video above.

 

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