Twitter taught us we can communicate in 140 characters, Vine taught us that we can communicate in six seconds, the average number of words used in Facebook comments is eight and the length of consumer interaction with a brand online continues to decrease.
Building off the insight that, in today's landscape of content surplus -- coupled with serious attention deficit disorder -- lightweight and digestible content appears to be the best way to reach consumers. Acknowledging this scenarios, Visa has launched a new campaign that signifies the company's mission to be "social at the core." It's called #GoInSix.
Following its recent preferred ad position deal with Starcom MediaVest in April, Twitter has signed a deal with WPP. The deal will enable WPP and it operating units -- GroupM, Kantar, Wunderman and others -- to access Twitter's treasure trove of data and incorporate it into WPP media and analytics platforms.
Of the deal, WPP CEO Martin Sorrell said, "Twitter's relevance continues to grow - not only as a social platform, but also as a window into consumer attitudes and behaviour in real time. We are delighted to announce this very wide-ranging strategic partnership and to ensure that Twitter data is a key ingredient in many of our disciplines. We look forward to leveraging the platform in a variety of ways for our clients around the world."
The deal fuels Twitter move into the Big Data space and its deepening marriage with the marketing and advertising community.
Philadelphia-based Red Tettemer + Partners teamed with filmmaker and "Vine star" (is there such a thing yet?) to create 10 Vines to highlight Tub Gin. The first three Vines, The Concoction, Drinkin's Gin and Shootin' Stuff and TuB Gin Mambo can be seen by following @tubGin on Twitter or below. Though with just 277 followers (278 now that we followed them), not many people are going to see this.
In reaction to social media outrage over McDonald's discontinuing its Angus Third Pounder burger line, Carl's Jr and Hardee's CEO Andy Puzder offered his sympathy to McDonald's customers in an open letter that ran in USA Today and The Wall Street Journal. Coming to the aid of disgruntled and distraught McDonald's diners, Puzder is offering people a $1 off coupon for Carl's Jr.'s and Hardee's' 100% Black Angus Six Dollar Burger. The coupon can be downloaded at ReclaimYourAngus.
If you're a marketer placing sponsored content (also known as native advertising) with a publisher -- or a publisher accepting sponsored content -- there are a few things you should know about how Google News, and Google in general, views this particular form of content.
In a recent blog post, Google Senior Director of News and Social Products Richard Gingras wrote:
"Credibility and trust are longstanding journalistic values, and ones which we all regard as crucial attributes of a great news site. It's difficult to be trusted when one is being paid by the subject of an article, or selling or monetizing links within an article. Google News is not a marketing service, and we consider articles that employ these types of promotional tactics to be in violation of our quality guidelines ... if we learn of promotional content mixed with news content, we may exclude your entire publication from Google News."
Following its recent acquisition by Yahoo for $1.1 billion and the introduction of in-stream ads on mobile, Tumblr has launched in-stream sponsored posts that will appear on user's dashboard stream, previously occupied only by content from those they follow.
Inaugural advertisers include Denny's Viacom, Ford, Universal Pictures, Capital One, AT$T and Purina. Yahoo will likely put the full force of its sales team behind this new channel so it won't be long before Tumblr sees a dramatic increase in revenue. Reportedly, Tumblr generated $13 million an ad revenue last year.
Today, Twitter has added the Lead Generation Card to its stable of Twitter Cards, a format that brings a rich media experience to the stream. The Lead Generation Card allows for the creation of an in-stream landing page on which the user, with one click and without having to leave Twitter, can request more information from the marketer.
When the user clicks, their name, email and Twitter handle are sent to the marketer who can then add that information into their marketing automation process for further nurturing.
The Lead Generation Card reveals itself in an expanded Tweet where the marketer can provide an image, text and call-to-action that exceed the usual 140 character limit. Any tweet can contain a Lead Generation Card and it can also be turned into a promoted tweet.
The offering is currently being tested with a few brands including New Relic (@newrelic), Full Sail (@fullsail) and Priceline (@priceline). The offering will first roll out to Twitter's managed clients and then to its self serve ad platform.
You would think that after all these years of highly publicized social media screw ups and popular SXSW panels that highlight such screw ups, brands would finally get the message; Don't be a jackass and alienate your biggest fans.
Sadly, it seems there will always be an idiot in the mix. This time it's Italy-based Ferrero SpA, parent company to Nutella, a hazelnut spread loved by many The brand sent a cease and desist to Sara Rosso, founder of World Nutella Day, a 7-year-old event and organization that is all about the love of Nutella.
Rosso launched World Nutella Day in 2007 to "celebrate Italy's edible treasure with online and offline tributes." The event's Facebook page has 40,000 likes.
Perhaps taking a page out of Philadelphia ad agency Neiman's playbook, We Are Social Paris has created a "Tweet and Shoot" campaign for financial services firm BNP Paribas. The campaign is tied to the French Open and number one French tennis player Jo-Wilfried Tsonga. Tweet and Shoot will a use a Twitter-controlled robot that launches tennis balls at him live on a court.
Web application and design company Go-Gulf has created an infographic which summarizes data from Ragan Communications on how organizations structure their social media teams. Sadly, it seems, social media is not yet seen as an integral component of an organization with 65% of companies reporting social media tasks being performed on top of current job responsibilities and 25% rely on interns to help with aspects of social media.
While 22% of companies plan to hire staff to handle social media, 78% do not. And of those companies that are hiring, 47% prefer 1-3 years of experience. As many companies haven't yet fully embraced social media and those that have do not appear to be giving much priority to it, it's not surprising just 5% of companies report being highly satisfied with their social media efforts.
In terms of social media success metrics, 86% of companies still measure ROI based on followers and likes. More encouraging, 40% base success on new leads and 31% attribute success based on sales.
Check out the infographic below for more details on how organizations are structuring social media teams