october 2012 innovations

October 2012SOCIAL MEDIA INNOVATIONS

Monday, December 3, 2012

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News Items


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• Union Metrics was announced as Tumblr’s first and only preferred third-‐party analy<cs tool

• Tumblr also released a standalone iPhone app that allows users to group pictures together into photosets, which has differen<ated photo-‐pos<ng on Tumblr from Instagram, Facebook Camera and TwiEer

• Photosets are assigned their own photoset.com unique URLs which can be used for sharing on social networks

Tumblr was named a preferred third-‐party analyEcs tool and released a new photo sharing applicaEon.


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• LinkedIn users now have new photo, biography and edi<ng op<ons for user profiles

• Users can “endorse” other users for a par<cular skill with a single click

• Users can now like, comment on or share other users’ status updates

• LinkedIn users can now follow 150 selected industry leaders, including Pete Cashmore, Barack Obama and former Merrill Lynch President Sallie Krawcheck, are now pos<ng original content to the site

LinkedIn refreshed its profile pages and enabled users to “follow” industry leaders.


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• TwiEer, which once tried to buy Instagram, is planning on launching a similar service, a range of photo filters that users can add to pictures uploaded to TwiEer

• Instagram CEO Kevin Systrom has noted that he is not threatened by the move, given that Instagram “is a community and not a filter app”

TwiLer to add photo filters.


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• Facebook announced Global Pages, a new structure that allows global brands to provide improved localized experiences

• Brands will have one URL they can promote to their global audience; users will be automa<cally directed to the best version of the Page for them -‐-‐ with localized cover photos, Page apps, News Feed stories, profile photos, milestones and “About” info

• Brands can boast a cumula<ve fan count and PTAT (People Talking About This), and benefit from a global insights dashboard

AEen<on’s POV

Facebook rolls out a new Pages structure for global brands.


http://www.attentionusa.com/2012/10/re-writing-the-global-rules-of-social-media/

http://www.attentionusa.com/2012/10/re-writing-the-global-rules-of-social-media/

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• ComScore placed Pinterest in its list of the top 50 most-‐visited Web sites in the U.S. for the first <me, with 25 million unique visitors

• Pinterest’s recently launched iPad app accounts for 55% of its mobile visitors

• Bizrate asked consumers to list why they used specific social media plaaorms; Pinterest was listed four <mes more than Facebook as a channel used for inspiring purchases

Pinterest becomes one of the top 50 most visited Web sites in the U.S.


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• Gartner predicts that, with the growth of smartphones and tablets, there will be 1 billion people accessing social networks on their mobile devices by 2014

• Facebook already cites that 40% of its ac<ve users, or 400 million people, currently use mobile devices to access the site

• Gartner also notes that pure-‐play mobile social networks like Instagram, Foursquare and Path, will con<nue to grow

1 billion users to access social networks via mobile by 2014.


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Case Studies: ALenEon


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• Zynga and Honda’s new mobile campaign will take place in Zynga’s Scramble With Friends, allowing players to earn prizes like in-‐game credits and virtual goods upon interac<ng with the ads

• Users play on a branded game board and locate words “Accord,” “luxury” and “new” to earn their rewards

• The partnership is part of the 2013 Honda Accord “It Starts With You” program

Partnering strategically to gain awareness from an audience primarily found on mobile:

Honda partnered with Zynga for the game maker’s first reward-‐based mobile ad campaign.


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• Red Bull partnered with Felix Baumgartner to have the athlete skydive from the stratosphere (wearing a branded suit, jumping from a branded space capsule) and break the speed of sound during the fall

• The stunt was broadcast on over 40 networks across 50 countries, 130 digital outlets and received an addi<onal 8 million views through the YouTube livestream (a record for the video site, as well)

• Red Bull's Facebook post-‐jump photo gained 216k Likes, 10k comments and over 29k shares within 40 minutes; on TwiEer, half the worldwide trending topics were related to the event

HosEng a stunt to generate global awareness:

Red Bull sent an extreme athlete to the stratosphere for a record-‐breaking skydive.


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• Pixar launched a fake, yet comprehensive, “college website” to promote Monsters University, which is slated for release in summer 2013

• The working website features pages commonly found on college websites: admissions, courses, academics, campus life, store, alumni news, history

• A password-‐protected sec<on called M.U. Net suggests more content will be added leading up to the premiere

Site Link

Engulfing users in the brand narraEve with compelling content:

Pixar developed a “college website” to promote Monsters University.


http://monstersuniversity.com/edu/

http://monstersuniversity.com/edu/

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• Coke Zero challenged unsuspec<ng commuters to play James Bond for a chance to win <ckets to Skyfall in a

• Commuters had to race up stairs, jump and duck out of the way of props and actors, and sing the 007 theme song to win

• The video of various commuters comple<ng the challenge has received more than 9 million views

Video Link

Engaging consumers in a creaEve execuEon that highlights both brand partners:

Coke Zero issued challenges to commuters for Eckets to Skyfall.


http://www.youtube.com/watch?feature=player_embedded&v=RDiZOnzajNU

http://www.youtube.com/watch?feature=player_embedded&v=RDiZOnzajNU

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Case Studies: ConsideraEon


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• Target worked with Hollywood actors, including Kristen Bell, on Falling For You, where viewers can buy featured products without pausing the video

• As the film progresses, over 100 Target items appear in a scrolling sidebar to the right of the video, where users can click to “favorite” items and buy them when the video ends

• Users can also share the items from the home, apparel, accessories and beauty departments, onto Facebook, Pinterest and TwiEer

Film Site Link

Rethinking product placement through digital content creaEon:

Target featured Hollywood talent in a shoppable romanEc comedy film.


http://fallingforyou.target.com/

http://fallingforyou.target.com/

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• Fancy Box is a monthly delivery service of curated goods, the top items that were “fancy’d” within the user’s favorite categories on Fancy

• The service, similar to BirchBox, further defines Fancy as the “Pinterest for shopping,” ac<va<ng users to purchase (versus compiling items on a wish list)

• Monthly subscrip<on costs $30 and each box contains over $60 of products

Driving new sources of revenue through crowdsourcing:

Fancy launched a monthly subscripEon service, Fancy Box, that is curated by its own users:


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Case Studies: AcquisiEon


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• Further differen<a<ng itself from other big box retailers and Amazon this holiday season, Target has tagged the top 20 toys of the season in its stores with QR codes so parents can shop for their kids’ toys without ruining the surprise

• Shoppers scan marked toys using the Target app and ship it for free to anyone in the US

Providing in-‐store convenience to shoppers who may have otherwise turned online:

Target used QR codes in aisles for parents to secretly shop for holiday toys.


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• Kraq partnered with News America Marke<ng, publisher of coupons in the U.S. and Canada, and thinaire to pilot a near field communica<on (NFC) program in five grocery stores in San Francisco

• Shoppers who tapped their smartphones at the shelf were launched into interac<ve experiences, e.g. instant download of the Kraq i-‐Food Assistant app, interac<ons with the brand’s recipes

• Engagement through NFC “taps” was 12 <mes higher than engagement with QR codes, consumer engagement <me at shelf increased to 48 seconds (from 5-‐10) and more than 36% of engaged shoppers converted it into ac<on

Delivering uElity and value to consumers at point-‐of-‐purchase through new technology:

Kra_ piloted an NFC mobile markeEng program in grocery stores.


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Case Studies: Engagement


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• Disney Store’s new ecommerce site allows shoppers to record and customize a “Disney Magical Message” video to send along with their giq purchases

• Recipients receive, with their giq, a card that provides a URL and personal ID for access to the personalized video

• Social sharing tools have been enhanced so shoppers can share items across Pinterest, Facebook, TwiEer and e-‐mail, via desktop, tablet or mobile

AugmenEng the ecommerce experience with user personalizaEon:

Disney Store launched a redesigned ecommerce site.


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• Rent the Runway’s “Our Runway” features user-‐submiEed photos of real women in dresses rented from the site

• Users can browse the site using the helpful filters (height, bust, size and age) to see how dresses looked on users similar to them

• Users can also comment on other users’ photos to ask ques<ons about the dresses

Site Link

Leveraging user-‐generated content to provide uElity to other users:

Rent the Runway launched “Our Runway” featuring consumer photos.


http://www.renttherunway.com/ourrunway/

http://www.renttherunway.com/ourrunway/

october 2012 innovations

Documents

preferred union metrics

news items