Weekly social scoop

The latest news and developments on Instagram, Google, Twitter, Meerkat and Facebook, just in case you missed them…

Weekly social scoop

 #1 Instagram reaches 14m UK users

By Business Insider UK

  • The milestone was announced at a press event at Facebook’s London HQ
  • It is thought that most of those 14m users are business accounts
  • This is the first time Instagram has broken down its audience numbers to a single region

#2 Google is indexing even more tweets following the deal between Twitter and Google

By Search Engine Land

  • 466% more tweets are being indexed by the search engine
  • Accounts with a higher follower count are still more likely to be favoured though
  • Google is still not indexing more than 96% of tweets

#3 Sima Sistani, VP of media at Meerkat discusses what sets the video streaming app apart

By The Drum

  • The app has recently launched its Cameo feature with the help of TMZ, MasterCard and The Weather Channel
  • The company has also announced its Facebook integration
  • Users have been doubling on a monthly basis since the app’s launch 

#4 Facebook trials a ‘Watch Later’ feature so users can come back to videos when they fancy

By TechCrunch

  • Facebook has reported its site receives 4 billion daily video views
  • The new feature is expected to boost these numbers as users have the option to come back to a video at a time more convenient to them
  • The button is currently available on the desktop version of the site 

#5 Pew Research Centre finds the US is turning to Facebook & Twitter more for news stories

By The Guardian

  • A survey conducted by Pews found that 63% of Americans get their news from the social media platforms
  • Twitter is used for more ‘breaking news’ stories
  • Changes to filtering algorithms or content structures can be attributed to this rise in interest
  • Facebook’s Instant Articles initiative has made viewing news articles within the platform easier 

#6 First snaps of Pluto appear on Instagram

By WIRED

  • NASA and Instagram teamed up to debut the first images of Pluto on the image-sharing platform
  • The social media site was given a one-hour head start on the image before it was officially released elsewhere
  • Proving to be a wise decision, the picture received 100,000 likes in less than an hour
  • NASA’s Instagram account already has 3.5 million followers, making it the perfect place for the debut 

#7 Instagram says no to #Curvy – but #Skinny lives on

By Huffington Post

  • In an effort to stop any ‘potentially harmful content’ being shared on the site, Instagram has blocked #curvy from searches
  • Content under this hashtag frequently violated the site’s nudity policy which is why it has been included in the hashtag cull
  • However, search terms such as bitch, fat slag, hookers and thin still exist 

#8 NHS doctors hit back with #ImInWorkJeremy

By BBC News

  • Following the announcement that UK Health Secretary, Jeremy Hunt, plans to impose a seven-day working week on hospital consultants, NHS staff already working over the weekend struck back to defend themselves
  • Staff up and down the country tweeted to say they were at work with pictures of themselves alongside the hashtag #ImInWorkJeremy

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onechocolate loves… the view from the U.S.

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

#1 Short a Guy

Released as part of its #TakeonTJ social and digital campaign, Nike’s latest ad, “Short a Guy”, takes viewers on an exhilarating multi-sport ride and gained nearly 300k YouTube views on its first online. Using the soundtrack of The Trashmen’s “Surfin Bird” – made popular in the recent years by FOX’s hit animated comedy series, Family Guy – the “short a guy” kid is spotlighted when he gets invited to take part in a wide range of games. The ad also features cameos from famous athletes such as MLB players Mike Trout and Garrett Richards, Olympic Gold Medalist and volleyball player, Misty May-Treanor, and soccer star Mia Hamm.

#2 VR Goes mainstream – and into your theatres VR

It appears that ‘space-age’ virtual reality (VR) technology might be closer than we think. Samsung and Skybound Entertainment have announced production of a new virtual reality suspense thriller called “Gone”, which will play on Samsung Gear VR headsets. Producer David Alpert noted that VR is a complete departure from traditional movie making and “3D is just an expansion of an existing technology, but VR is a whole new experience”. Could we all have headsets in our homes one day? It’ll be exciting to see how this technology grows.

#3 DVDs Are Dead, Long Live Chromecast

chrome

In the same year that members of the Television Academy switched over to online voting, the Academy also announced a multi-year partnership with Google, promising delivery of Chromecast devices to members in an effort to (finally) trim the volume of DVD screeners sent out every year. Not only is the development environmentally friendly, but as COO Maury McIntyre pointed out: “It also gives our members a great way to view programming across their devices year-round”.

#4 The age of Periscope: Internet leaks rampant at Comic-Con

 While we did enjoy watching the new trailer for the upcoming Suicide Squad movie, which is now available everywhere, it could mean that popular movie studios stop releasing them at Comic-Con due to the number of people putting bootlegged versions on places like YouTube. Even though Comic-Con explicitly bans the use of video and streaming apps, drones and Google Glass, it will be difficult in the coming years to stop the flow of traffic when technology such as Periscope already exists.

#5 Robots vs. Fido

 dog

 Would you consider replacing your pup at homewith a robot instead? As digital tech continues to make its way into our homes – it could soon take over our household animals, too. Jean-Loup Rault, an animal scientist at the University of Melbourne, says “You don’t have to feed it; you don’t have to walk it; it won’t make a mess in your house; and you can go on holidays without feeling guilty.” There’s a real appeal for those with allergies and small spaces, and when Sony shut down the last tech clinic for its discontinued dog Aibo in March 2014, owners in Japan held funerals. Would you consider the switch?

 #6 Paris Haute Couture Fashion Week Goes Tech-y

 shoes

Fashion week is known to push the boundaries of style, and this year’s Haute Couture Fashion Week in Paris was no exception. From a giant painting dress to flower head cages, designers like Jean Paul Gaultier and Maison Margiela showcased the best of the best in exclusive, handmade designs. Karl Lagerfeld at Chanel brought new technology into the mix with several waffle-light jackets in the label’s signature tweedy style, but in 3-D printed fabric. While most haute couture values century-old techniques, we can only imagine the artistry and creativity the world’s biggest fashion labels will exhibit in the future.

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5 effective tips to connect your social and lead generation

social and lead gen - dartboard

Every marketer wants to drive leads through their social media efforts, but are you doing it in the right way? Social media plays a vital role for brand awareness and thought leadership, but ultimately the goal is to convert likes into sales. If your social media strategy is not seamlessly aligned with your business objectives, with a clear agenda for targeting a specific audience and driving traffic, your social content will  be nothing more than pretty wallpaper.

With 75% of B2B buyers using social media to support purchase decisions and the buyer journey becoming increasingly more complex and competitive, it’s more essential than ever to connect your social media and lead gen operations.

Here are our top five tips to effectively leverage social media to support your lead generation and drive sales:

#1 Drive social traffic to the right place

It may sound obvious, but time and time again brands send out emails, tweets and LinkedIn posts without a strong call to action (CTA). Alongside your messaging, you should be thinking about where you want to send the prospect: is it your website, campaign landing page or perhaps a Hubspot page? CTAs should be highly targeted, not just by demographic, but also in response to where the prospects are in your sales pipeline. Providing the right content at the right time in the buyer journey is essential to successful lead generation and increases the likelihood of your sales team closing the deal.

#2 Enticing gated content

Whether it’s a white paper, eBook or webinar, information gained from gated content is gold dust to sales people. However, if you’re not promoting it sufficiently on your social channels, chances are you’re not getting sufficient ROI. Bake in promotion of gated content to your digital strategy and remember the more highly targeted your promotion, the better. Not only does gated content filter out those who only have a casual interest in your product or service, but it’s a great way to find out the individual interests/pain points of your prospects.

#3 Maximise earned media

We mentioned earlier that the B2B buyer journey is becoming more complex. One of the reasons for this is the sheer amount of choice and information available, which means that prospects are already educated on your product before they even interact with your brand. Moreover, the average buyer engages with three times more pieces of content about your brand than content written by your brand. This is where earned media comes in. Online influencers and their vast communities present a gold mine for brands to tap into. They wield just as much kudos as traditional media, if not more and, crucially, can move needles when it comes to sales.

#4 UTM codes

If you haven’t heard of UTM codes, they are attached to URLs and show exactly where referral traffic is coming from (e.g. a tweet, email or white paper) without having to create custom landing pages. Adding UTM codes to links posted on your Twitter and LinkedIn pages allows you to see traffic generated by specific posts rather than just total referral traffic from both platforms. This is a great tool for tracking ROI and enables you to then build upon the best-performing social media content and ditch the content that fails to generate clicks.

#5 Paid social activity

To truly sweat the assets of your owned and earned media, invest in paid social activity. If your budget is small or stakeholders are unsure about investing in paid, identify the platform that the majority of your audience is active on and choose the content you want to invest in strategically. If you’re considering LinkedIn, check out our guide to the developments LinkedIn made to its marketing solutions portfolio earlier this year.

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Weekly social scoop

The latest news from Twitter, Facebook and Instagram, just in case you missed it…
 Weekly social scoop
 #1 Twitter to ramp up its ecommerce drive

By TechWorld

  • The new feature will allow users to highlight relevant products and places to create an easy way to buy products
  • Celebrities and brands will also be able to build these pages

 #2 Twitter to launch ‘Project Lightening’ to track live events

By TechWorld

  • Project Lightening will make it easier for users to find content relating to specific live events
  • Can be used to follow sports events, concerts or major news events
  • Other websites will be able to embed content into their pages, meaning users don’t even need to be using the Twitter app to view the information

#3 Facebook will let people without an account use its Messenger service

By The Independent

  • Following the split of the service into its own app last year Facebook will now ‘unbundle’ the Messenger service from Facebook completely
  • It allows non-members to use the service and will look to build on the 700 million users already using Messenger
  • Users can sign up with just their name, phone number and photo

#4 Facial recognition from Facebook will work even on obscured faces

By The Independent

  • Facebook will be able to identify people from just their hairstyles, body type and posture
  • The algorithm allows the tool to learn what people look like over time to identify them quickly
  • Currently the algorithm has an 83% accuracy rate

#5 New Snapchat-esque filters added to Facebook photos

By The Verge

  • Facebook users can now add text, filters and stickers to their photos
  • A new button has been added to the lower left-hand corner of photos and will house all of the new photo-editing tools
  • All options are available to iPhone users, however, Android users will have a little longer to wait for the full range of updates

#6 Instagram’s CEO, Kevin Systrom, discusses its growing influence in creative industries

By Financial Times

  • Systrom claims “Instagram is probably monetising more quickly than any other social network”
  • He discusses the escape from fundraising and the early demand for advertising
  • Instagram currently has 300 million active monthly users, with average users spending 21 minutes per day logged onto the app
  • He describes the app as a “’visual pulse of the world’, a ‘history of the world’ and a ‘visual walkie-talkie’ to communicate with friends”

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Weekly social scoop

The latest news and developments on Twitter, Facebook, Pinterest and Brigade, just in case you missed them…

Weekly social scoop

#1 Twitter launches autoplay in timelines

By Brand Republic

  • Twitter has launched in-feed autoplay for native videos, Vines and Gifs
  • Autoplay has already resulted in a 7x increase in completions of Promoted Videos 

#2 Facebook to outline new ad formats for mobile

By Wall Street Journal

  • 25 billion people access the social networking service from smartphones and tablets each month
  • Mobile accounted for 73% of the company’s advertising revenues during the first quarter of 2015
  • To continue the growth of Facebook’s mobile-first focus, it will now build new mobile ad formats and advertising opportunities
  • Facebook’s chief product officer, Chris Cox, is expected to make the announcement at the Cannes Lions advertising festival on Monday 22nd June

#3 Pinterest adds verified accounts

By Mashable

  • Pinterest is increasingly used for shopping, making it a huge opportunity for ecommerce sites, so the company is verifying high-profile pinners
  • Verified users will have red check marks next to their names on their profiles to quickly identify them

#4 Facebook updates its news-feed algorithm to select the stories most relevant for users

By The Guardian

  • The company hopes to help make more “meaningful” stories appear at the top of people’s feeds by looking beyond metrics like comments, likes and shares
  • Time-spent on a story will have more of an effect on determining a news story’s relevance

#5 Sean Parker launches social network: Brigade

By The Guardian

  • Social network aims to generate interest around American citizen’s civic life
  • Starting off as a simple discussion tool that will allow users to share and debate their political beliefs
  • Users can mark certain topics by how much they agree with them to compare against friends and the wider population

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