The Patch, Dec. 2013: Google+ is your (workplace's) friend, Pinterest getting sexy for ROI
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This document summarizes recent updates and new features across several social media platforms. Facebook is introducing 5-star ratings for pages and more granular targeting options for ads. Google+ is focusing on restricted communities for workplace collaboration. Instagram ads are seeing conversion rates of 3-5%. LinkedIn is offering certification of online courses and new showcase pages for products. Pinterest is launching location-based pins and APIs for third-party integration. Overall the document highlights new ways for marketers to engage audiences across major social networks.
The Patch, Dec. 2013: Google+ is your (workplace's) friend, Pinterest getting sexy for ROI
- 1. The Patch Social media new features updates for marketers December 2013 • 5-stars rating coming to Facebook Pages • Google+ Restricted Communities for the workplace • 3-5% conversion rate with Instagram ads • LinkedIn Showcase Pages for your products • Pinterest “Place Pins” on maps: Travel should care
- 2. Facebook 5-star rating incoming for Pages Reputation of brands on Facebook less on volume, more on value, with star ratings: • Stars now coming to Desktop for a selection of pages and users, initially it was a feature to rate businesses on mobile (after checking-in, for instance) • Implication: more granularity and sentiment beyond the “Like”. => If reputation on Facebook = Talking about this + Star rating, more value needs to be offered
- 3. Facebook More and more granularity on Facebook ads Three features to try out this month with Facebook Advertising: • Facebook Ads merging "Interests" and "Broad Categories" to help better target your audiences • Ads in News Feed tested with no Like or comment options, to drive more conversions to website • “Partner Categories” have doubled since inception in April, you can for instance target easily active buyers of women's accessories or Auto intenders in the market for a Subaru Outback => Why not trying a Facebook campaign with us for a very specific target for Chinese new year?
- 4. Facebook Facebook losing ground on teens & social logins Facebook loses dominancy bits by bits with two “weak signals” to bear in mind • Currently, Facebook login holds 51% of social logins, down 1% from the previous quarter, while Google+ has risen 2% to 26%. • A “social login” is when you log to a new website through your social media profile rather than registering from scratch • Facebook admits losing momentum on Teenagers, a key target, and opens new options for the 13-17 to publish “public” posts and be “followed” by anyone. => Again, Google+ is not an option anymore in your digital strategy, just don’t see it as a “Facebook #2” Market share for social logins on websites, Q3 2013
- 5. Google+ More collaborative tools for the office with Google+ Two cool features to enhance work group and collaboration at the office with Google+ • Restricted Communities are like mini, in-house social networks, with G+ features (Hangout, Circles) • You can now invite more easily employees to a Hangout or Community with “Global Address List” => Consider these communities as a substitute to Yammer or Facebook groups as it’s free with more features. If you’re a Google Apps users, it’s even more easy to join
- 6. Google+ Google Helpout: a paid-for Hangout with an expert A Google+ experiment to check in the B2B field with Google Helpout: • Same Google Hangout technology (realtime video) with curated experts & brands (such as Sephora) • Google+ certifies its community of helpers, you can apply in Computers, Cooking, Repair, Health… => An awesome opportunity for anyone B2B or B2C to sell skills & increase the efficiency of idle times
- 7. Youtube Youtube Capture 2.0 pushes forward video-editing Youtube now offering even more tools to create, remix videos with Capture 2.0: • You can do multi-clip editing, stitching a few ones into a new video • You can import soundtracks and manage pause/resume of the recording => The internet culture is about remixing more than creating, do try to produce content with Capture
- 8. Instagram 3-5% conversion rates on Instagram Ads! Instagram ads rolls out and make a hit in conversion statistics: • The first ever Instagram ad by Michael Kors (pictured) got 3x as many likes as average post (150k vs 50k) • “Like” percentage can reach as high as 5%, says Instagram CEO Kevin Systrom • 71% of the world’s top 100 brands are on Instagram. Why? Mobile, easy, part of Facebook. => You’re in the luxury, travel, art business: think of your content strategy in pictures, and prepare to experiment these mobile-only and quality ads.
- 9. Twitter Twitter advertising gets more accurate on mobile Twitter advertising gets better with three things to remember this month: • Twitter ads rolls out in the UK, Ireland, Canada. Companies can pay per follow or action on post • Twitter ads also allows now to target users based on mobile device, os or wifi connectivity => More than ever, data on users (Google Analytics, Facebook Insights) must drive campaigns
- 10. Twitter Twitter advertising + TV advertising = wow Twitter ads which target users talking of a TV show help decrease acquisition cost and increase sales: • “TV Conversation targeting” is easy: identify #program and target users talking of it • Twitter and TV are highly complimentary as data from this Twitter study show => You don’t even need to be part of a TV program to play Be creative, and get into the TV conversation on Twitter.
- 11. LinkedIn Linkedin for people: new certifications for your MOOCs LinkedIn keeps expanding its “economic graph” with certifications from MOOCs • Online courses you took at Coursera, EdX, Udacity or Udemy now recognized in certifications • MOOCs? Free online courses provided by top universities in the world. Get your employees on it. => These last months, LinkedIn has launched a LOT of personal branding features (Stats for your updates, Endorsements, University pages with a place for alumni…) Don’t miss a great B2B/HR tool.
- 12. LinkedIn Linkedin for business: Showcase Pages for your products Create sub-pages dedicated to your products, markets or line of businesses with Showcase Pages: • HP has for instance Showcase Pages for Apps, Converged Infrastructure… • Showcase Pages acts like company pages: they can be followed, publish news, push ads => Again, tons of new opportunities this year for B2B on LinkedIn, check them with us.
- 13. Pinterest After raising money, Pinterest launches APIs Pinterest, reputed to be good to drive traffic to websites (2nd to Facebook), launches APIs: • Websites can now show Top pins (on a keyword), Most Recent, or Related Pins • First set of brands includes Disney, Walmart, Nestle, Zappos => For the retail/e-commerce, media & women-related industries, Pinterest is a key driver for traffic
- 14. Pinterest Pinterest plays with location to create great maps of pins You can now “Place Pins” and a location to your favorite pictures on Pinterest: • You can design easily “maps of Pins”, as TimeOut London did for a Christmas map of gifts • The “travel” category will get increased opportunities, as Pinterest wants to focus on trip-planning with partners such as Lonely Planet and National Geographic => Why not creating a brand’s vision of every big city with Pinterest?
- 15. Foursquare Brands without location can now push ads Foursquare adds a new channel for advertisers without a location: • MasterCard is the first to push its offers to nearby locations • Ads remain on a cost-per-action basis, not per impression, so it’s ROI-focused => Other brands who partner with merchants and local businesses should try out this type of Ads.
- 16. Thanks! Agence Tesla, a social media agency in Singapore and Paris Martin.pasquier@agencetesla.com 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.