THE PATCH Social media new features/updates for marketers. August 2014.
Indonesian Elections. China-led Mobile Ad Market. FB Buy Button. Twitter Buy Button. Pinterest x Shopify. LinkedIn Connected.
There’s so much going on, but fret not we’ve got you covered. Read on, Agence Tesla willl show you the way.
Indonesian Elections
All this in a country with only 29% Internet penetration rate. Look out for Indo’s continued social media rise!
A Social Media Race to the Top: Key Stats
SBY Phenomenal twitter following of Susilo Bambang Yudhoyono, the
outgoing President known on social media as SBY
95m Astounding number of election
tweets sent in 2014 (FYI: Indonesia makes up >15%
of Twitter users globally)
200m Facebook interactions RE elections.
SBY-contender Joko Widodo’s hashtag #KeepCalmAndVoteJokowi sprung up to
second place in the top five global trending topics on the day before the election.
China & Mobile Ad Industry New study by AppFlood shows that China accounted for 60% of global mobile ad spending on its network in Q2 2014.
Chinese mobile ad spending trumps that of the rest of
the world combined.
Keep an eye on Chinese mobile ad offerings – they’re set to become the
next trendsetters!
53% of global mobile ad spending being directed to Asia, Middle East,
Africa, and Oceania.
Facebook: Cost-Per-View Ads Go Up …But so will revenue!
Q2 reports from Facebook via Nanigans + Kenshoo released last week show that there has been:
1) A 47% increase in click-through rates vs Q1
2) A 57% increase on the cost-per-thousand-views 3) A 21% increase in ad spending
But… Revenue has also risen at faster rates
= tangible profit and ROI for you!
Facebook: Mentions App New app just for public figures
Facebook launches Mentions just for influencers
Influencers have reportedly posted two times more in the
app in tests
The app is free of ads thus far. But sans ads, look out for new opportunities to work with
influencers in promoting your brand in the future!
Facebook: Buy Button And out-app purchasing ads for higher impressions
Facebook tests Buy Button keeping with the call-to-action
button trend seen on other platforms such as Twitter
Great speculation as to whether the button will be a success or a flop
Tip: Attach discount vouchers to out-app purchasing ads. Sure way to drive ROI, especially if this feature is
introduced in mobile in the next few months.
Out-app purchasing ads also now available on
desktop.
Twitter: Buy Button too New Twitter card for in-app purchasing
Tip: Retail/E-commerce brands, be ready to have an in-app purchasings presence on Twitter, Facebook, messaging apps and
possibly even Instagram!
Twitter also tests their Buy Button, a step towards a stronger ecommerce strategy
Yet again, another instance of the in-app purchasing trend. As we shall also
see in WeChat this issue.
Twitter launches new analytics for organic reach
Twitter claims that consistent tweeting and
engaging content can easily get one a 30% follower reach
Tip:
Note the differences between Twitter and Facebook. Tweets are a matter of immediacy and your account
competes with new tweets. But on Facebook, you have to beat other posts via a targetting algorithm.
Do not expect the same organic reach strategies will work for both platforms!
Twitter: Organic Reach Tools Analytics launched for one of its most boasted features
Twitter buys mobile retargeting startup TapCommerce
What it does:
TapCommerce tracks mobile activity (vs desktop activity tracked by cookies) to retarget
your ads across apps
What it actually does: 1) Tracks products viewed by user
2) Pushes ad for viewed but unpurchased products 3) Constantly reinforcing your product makes a
purchase hard to resist 4) Combined with the Buy Now button, you’re on
the way to higher conversion rates
Twitter: Mobile Ad Repertoire Broadened with startup buy and new tools on the horizon
This is a big move for Twitter as it races against its competitors to constantly improve
advertising options and data. Look out for enhanced mobile ad opportunities on Twitter
in the months to come!
This banner advertisement appeared on the app for some users. The link didn’t
work and disappeared shortly after.
Observers speculate Bolt is either Instagram’s Snapchat-like rival, and the banner advert was
one of Facebook’s accidents (as usual)
OR
Bolt could be a trial for app-install ads in the Instagram app itself
Instagram: Bolt? Another of Facebook’s accidental app launches or app install ad test?
Look out for an announcement soon about such a new app/new feature. We’ll keep you updated on this
mystery!
Instagram: TV Ads TNT and Showtime score on Instagram
Can’t seem to get Instagram advertising right? Find it difficult because you aren’t a retail
business?
Check out TNT and Showtime’s successful ads for some inspiration. They are the first to
advertise their TV shows on Insta.
Some Tips: Find your own “product” to promote – these networks,
they made their shows & characters the product.
Try connecting your “product” to larger cultural trends by adding relevant hashtags.
Use video too to promote an event or happenings around your business
WeChat: In-app shops and new ads Messaging app e-commerce ready
WeChat launches stores for small businesses and ads in full-message posts from brands’ accounts.
Anyone can now create their own branded stores on the platform, ready with its in-built payment
function.
Ads also now available to link to in-app purchasing or out-app purchasing
E-shopping has already gone mainstream for larger brands and retailers so barriers to entry for small
businesses are low.
WeChat may not be as popular in SEA but…If China’s edge in the mobile ad market is any indication, innovations in WeChat (China’s most popular social media platform) will set the bar for trends in SEA.
Keep an eye out for this social media dragon!
Pinterest launches automatic Rich Pins access to Shopify users
Rich Pins are pins that contain
information such as price and location
Tip: Retailers on Shopify take advantage of this! Rich
Pins help your customers access product information easily.
This is a simple way to open up opportunities for conversion!
Feature automatically available for Shopify brands
Pinterest: Shopify Rich Pins
Pinterest: New Follow Button A new way to put your brand’s best foot forward
New Follow Button serves as a promotional tool
Easily placed on your website, this follow button will:
1) Open up a new window (users won’t leave your main site!)
1) Feature your bio 2) Feature several pins to give users a
preview of your pins
Accounts currently using the follow button will be upgraded automatically.
If not, add this button easily via the widget builder
Tip: Once again coordination across platforms is key. Make sure your message is consistent on pinterest and
your main site. But make sure your Pinterest offers followers something different from your other platforms.
Pinterest: Related InterestsIncreased brand visibility on Pinterest!
Pinterest helps take the load off advertisers and makes it easier for users to find YOU!
New Related Interests Categories will now appear under each category
A couple of months back we talked about tagging words related to your product. Here’s how that process
increases your brand visibility.
Tip: Besides just pinning and tagging relevant words, try pinning items that also fall under categories related
to these key words. For example, if your company deals with “Hiking” and
“Mountain Trails” appears as a related interest, consider pinning something to do with Mountain Trails
Foursquare: New logo, New App New everything!
Foursquare has made several huge changes in the last few months. And now, it’s about to
launch a whole new Foursquare.
What’s changed:
1) Check-ins all shifted to Swarm, where 75% of existing Foursquare users are already active
2) New app that focuses on the geo-Search capabilities of Foursquare.
3) New logo
Given the new emphasis on Search in the new foursquare, expect advertising on the platform to benefit f&b and physical retail establishments
Google: Play App Update Better Interface, Better Experience = Better Business
All new Google Play has:
1) More scrolling but is still user-friendly 2) White background
3) Repositioned app screenshots and changelogs
4) Video trailers also stand out more 5) More colourful user ratings
6) App review page less cluttered 7) Share buttons now under app reviews
These changes are part of Google’s larger commitment to material design. Expect similar changes to be seen in
Chrome in the coming months.
Tips: Make full use of the emphasis on the video trailer. Some say a great app trailer is the
secret to app stardom!
Snapchat: GeofiltersAnother way to have some fun but also brand your turf
Snapchat launches Geofilters in LA and NYC
As users roam around the city, their geo-data lets the app customise filters as they take their photos. These filters mark your brand’s territory in the
photos.
Potentially useful for small f&b chains with cult appeal e.g a café that sells the
latest food trend like…Cronuts! Snapchat is definitely trying to open up advertising options so stay tuned for more of their shenanigans.
LinkedIn: Connected App Welcome to social life, LinkedIn
LinkedIn launches Connected, an app it expects to greatly enhance the social
factor and freshen up its networking + worklife experience.
Cool functions such as “pre-meeting intelligence” to help you remember:
1) information on who you’re meeting i.e key interests
2) their current employment location 3) your shared connections and networks
Tips: Use updated personal information provided by Connected on your connections in conversation to establish
rapport. Conncected can help you create the personal touch.
Thanks!
Agence Tesla, a social media agency in Singapore and Paris [email protected]
Follow us on Twitter @agencetesla or www.agencetesla.asia
Why “The Patch”? In computing, a “patch” is a software update to correct bugs, improve performance or update a program. We want to “patch” marketers with the latest curated social media new features.
The Patch - Social media updates for marketers from Agence Tesla Asia 20
