DIGITAL DIGEST – JULY 2014
Facebook continues to develop with new features and apps
Three new services from Facebook are all well on their way to being widely available, as the social network rolls out “save” and “buy” buttons, and for celebrities, “mentions.”
The ’save’ option will allow Facebook users to flag links, places or music and come back to it at another time. Similar to ‘current services’ (referred to as social bookmarking) performs like Pocket and Delicious. The new ‘save’ function will keep reminding users if they have saved an article and will flag. This differs from the current Facebook algorithm where news can often be lost never.
The new ‘buy button’ is currently being tested and will allow users to purchase products from advertisers on their pages without ever leaving Facebook. This could be good news for businesses if this new product allows targeted advertising – although this is subject to confirmation from the social network giant.
The last of the key developments will be targeted towards celebrities, musicians and athletes. The independent app ‘mentions’ was released this month. It will only be available to key influencers and will allow users to see who is talking about them and giving them access to comment or like. It also increases the prominence of trending subjects – another move to mimic Twitter.
These changes pave the way for Facebook to further increase its grip on social media as users look to condense their online lives.
Pinterest further improves search capabilities
Scrapbook social network – Pinterest – is improving search capabilities by allowing users to group interests under one category. The move means users can save relevant content more effectively at the same time as allowing other users to follow these categories.
Monetising Pinterest has been the topic of much speculation of late with brands such of American-based Etsy benefiting from a huge following and masses of engagement only for Pinterest to struggle to cash in on what could be a virtual gold mine.
The Pinterest categories tab has started to roll out to English users. The move paves the way for the introduction into a much speculated purchase option on the image-led site.
GoPro go for viral and get it right
Video content has taken off in recent times, helped along with mobile apps such as Vine and Instagram along with ever-present YouTube. Brands and businesses are taking to video content to show off their true colours in fun and imaginative ways.
GoPro is leading the way with the experience and expertise and enabling more imaginative videos to be created on its range of versatile cameras. It’s more than tripled YouTube views on its channel in the first seven months of 2014.
Promotional videos produced by GoPro are created by its users and multiple videos are released every week – a technique which gives it thousands of hours of free publicity a week.
GoPro has been awarded YouTube’s top brand channel in the first three months of 2014. With its content neatly filed within its channel, and some two million subscribers later, GoPro has taken viral success and video creation to the next level.
Applebee’s hands its Instagram over
The world is awash with ‘Instagrammed’ food pictures and whether you are for or against – they are here to stay. American restaurant chain Applebee’s has given their diners the chance to have their pictures on the brand’s Instagram page.
Diners are encouraged to take pictures of their food and tag it with #Applebees or #Fantographer and sign some T&Cs to allow the brand to take their image and post on their behalf with a mention of the photographer. User-generated content like this is a great way to get fans and followers involved whilst also creating content on a mass scale. The best content will also be selected and showcased cross-platform with Applebee investing in paid promotions on Facebook and Twitter.
Laurent-Perrier’s social success at Taste of London
This June, Taste of London returned to a sun-drenched Regent’s Park. The Wild Card team was busy preparing with client Laurent-Perrier. The Champagne brand was the official sponsor and its elegant bar was at the heart of the show. This year we took social media integration to new heights with the inclusion of an 85” interactive screen built in to the main bar.
Enticed with the chance to win a gastronomic trip to Champagne, visitors tweeted and instagrammed the show, themselves at the bar and the organised Champagne masterclasses. Posts appeared on the screen in real-time creating a vibrant and interactive snapshot of visitors’ experience at Taste. Measurement of brand activity across social channels showed a positive result, with mentions increasing by almost 400%. We also attracted 1,000 organic new followers and fans over the course of the event.