The Murray-Djokovic Wimbledon Finals match attracted the biggest television audience for a men’s final since at least 1990, with a peak audience of 17.3 million.

But it wasn’t just the TV set that people were glued to. The Wimbledon championship also played out on Twitter.

In a 12-hour period, the Wimbledon final was mentioned more than 3.4 million times on Twitter, with the peak hitting at 5.25pm, when 120,000 mentions of the game were made: over 37,500 of which mentioned Murray.

wordcloudAt the point of his victory, eight of the UK’s 10 trending topics were Wimbledon-related.

Murray tweeted ‘Can’t believe what’s just happened!!!!!!!’ after the match ended, which received over 80,500 retweets and @Andy_Murray was mentioned approximately 411,580 times on the day of the final.

Murray’s sponsors also took to Twitter to celebrate, including Adidas, Head and RBS. Adidas has been using the hashtag #allinfromurray which received over 33,000 mentions on Sunday.

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These were not the only companies to play on Murray’s success: Morrisons Wimbledon branch changed the name of its store to Murriwins.

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On the face of it the arrival of Instagram video means bye bye Vine – but, Twitter’s video platform isn’t bowing out just yet.

Within the first eight hours of launching video on Instagram, the community shared more than a year’s worth of footage.

The news makes the sector very interesting because it will not only excite users, whether they’re Vine devotees or Instagram addicts, but also give brands a potentially super-fast turnaround creative goldmine with a pre-built mass audience.

Vine has already attracted a solid user base. In fact, Vine posts are now shared more than Instagrams on Twitter despite the fact Vine has just 13 million registered users against Instagram’s 100 million active users.

The growth of Vine may be influenced by the deep integration it has with the social network as a Twitter-owned app, whereas Instagram images no longer auto-expand.

But I also think the limits placed upon Vine users towards brevity makes Vine much more creatively challenging.

Whereas Instagram has built a video-sharing product for the masses.

The generous 15-second video allows plenty of time to shoot, therefore not forcing the creator to think outside the box to tell their story succinctly.

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Instagram, unlike Vine, will let users erase the last clip they shot in a series, meaning less thought needs to go into lighting and exposure as they’re filming it because bad takes can simply be deleted.

While Instagram’s mass market appeal may drive Vine’s niche, it will force users to become more creative and pioneering with their Vines.

A challenge that will no doubt be of interest to the Vine aficionado but much less so to the marketers and creative agencies looking to get their advertising messages across.

I can’t help wonder why you’d go for a 6-second second one shot option when you have 15 seconds of editable space. Here’s a nice example from Burberry, showing a 15 second glimpse behind the scenes of the Burberry Prorsum Menswear Spring/Summer 2014 show.

But, as always, competition drives innovation. A new tech product launch, cleverly put out the same time as the Instagram news, from Unruly Media may give Vine an edge over its Instagram rival.

The company has launched the industry’s first end-to-end social video product set that allows brands to amplify, optimise and analyse the success of their Vine campaigns across the social web.

Unruly COO and co-founder, Sarah Wood, said: “Brand marketers who are serious about their content marketing strategy understand that there’s more to social video success than a YouTube view count. The social video ecosystem is developing rapidly to meet changing consumer habits and brands can now embrace a multitude of platforms across a fragmented media landscape to reach and engage their audiences wherever they’re discovering and sharing videos.”

What it also means is that while there may not be as many seconds of video for your idea, there is now a host of ways to measure the success of your campaign and how to improve on it next time out – something that is not offered on Instagram so far.

If Vine can begin to capitalise on this it may gain the impetus it needs to edge ahead of its Facebook-owned rival.

SO MONDAY

June 10, 2013

‘Points’ The World’s Most Advanced Street Sign

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Points is a connected object in the shape of a standard street sign. The sign is socially connected, allowing it to tap into open API’s and social networks to transcribe what’s happening in the world, and bring the information and directions it finds, right to you via its 16,000 LED’s across 3 directional arms. Pretty cool. Check out the video here.

An Update on Facebook Ads

Facebook have announced an ongoing effort to simplify their advertising offerings. Facebook plans to streamline the number of ad units from 27 to fewer than half of that while mapping all of their ads to business objectives, such as online conversions, app installs, likes etc. To find out more about how Facebook plan to implement these changes, read their blog post here.

See it with Samsung S4

Want people to check out your new product? And stay engaged for 60minutes? Watch here to see a great promotional stunt from Samsung in Zurich.

Vine posts are now shared more than Instagrams on Twitter

Six second video clips from the Vine app — which launched in late January — are already shared more on Twitter than posts from two-year old Instagram (according to insights from Twitter-certified analytics partner Topsy). It’s an interesting trend, considering the fact that Vine has a much smaller user base than Instagram — it has just 13-million registered users against Instagram’s 100-million active users.

The growth of Vine may be influenced by the deep integration it has with the social network as a Twitter-owned app, whereas Instagram images no longer auto-expand, instead only appear as a link sending the user to Instagram’s own sites once clicked. Not exactly the most user-friendly experience.

Smartphone collects coupon from TV using NFC

NFC technology has a new development from a company that specialises in transferring mobile information using NFC (near field communication) which could really open up opportunities for retailers. They have created a Dynamic NFC-screen which is able to communicate through different devices (TVs, desktops, etc) ‘to provide consumers with product information, coupons or navigation through advertisements and presentations’.  This could allow mobile users to simply hold their phone in front of their TV screens and downloads coupons or access extra content. If this technology did catch on, it would be extraordinary to see how many users downloaded coupons from their desktop directly into their Google wallet or Apple passbook and see how many redemptions were made. It has been reported that ‘European telecom giants Orange France and Avenir Telecommunications’ have bought into this service so it could become available soon.

In the UK, one in five use mobile payments

recent survey of UK internet users aged 16 – 65 reveal that ‘more than two-fifths of UK smartphone users already use mobile banking’ with mobile payments becoming an area of interest for smartphone users. Mobile payment technology is constantly developing and growing, and perhaps this year it will take off so brands should be m-commerce ready and really think about how they will include mobile payments into the user journey.

‘The demographic breakdown of mobile payment users showed a skew toward men and especially those in the 16-to-34 age group. Twenty-three percent of male internet users reported using mobile payments vs. 18% of females. And a substantial 41% of 16- to 24-year-olds and 35% of 25- to 34-year-olds also said they made mobile payments. Overall, mobile payments reached one out of five surveyed internet users in the UK.’

Evian’s Baby & Me app

Continuing the Baby &Me theme after Evian’s YouTube went viral in April, the brand have created an app that allows users to reveal what their ‘inner baby’ looks like. The app is available on FacebookAndroid and iOS across all devices. Users upload their photo and the app will focus on the ‘most prominent features of the face and clothing’ to virtually ‘reveal inner-babies’. The brand has harnessed the theme after the viral to allow users to be a part of it and personalise their experience.

SO MOnday

April 29, 2013

Hashtag Killer

Water is life has developed a smart integrated campaign to guilt people into donating money to solve real world, life threatening problems rather than complaining about our trivial #firstworldproblems.

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Water is Life successfully attempted to ‘reverse-trend’ the hashtag, by ending it rather than promoting it. By gathering #firstworldproblems tweets and getting individuals in Haiti to recite them, the charity creates a powerful realisation at how insensitive this hashtag is. To further resonate this, the charity sent personalised video responses from those in Haiti to each tweeter using the #firstworldproblems hashtags to apologise for their problem, for example, “Hi, I’m sorry your son didn’t get a toy in his McDonald’s Happy Meal’.

Water is life were able to change the conversation, instead of complaining about #firstworldproblems, people began using the hashtag as a vehicle for getting donations. Watch the hashtag killer case study video below.

Using Gamification to help Cancer Patients

HopeLab has relaunched its ‘games for health’, which help kids deal with having cancer. More than five years in the making, Re-Mission 2 consists of six free-to-play online mini-games that combine fun and cancer education. The game allows kids to go inside the body to defeat cancer with weapons like chemotherapy, antibiotics, and the body’s immune cells. The action has direct parallels to real-world cancer treatments, and it tells patients that one of the big reasons that kids don’t survive cancer is because they don’t stick to their treatments.

iTunes 10th Birthday

On 28 April 2003, Steve Jobs revealed iTunes, the revolutionary digital music store offering 79p song downloads. Read more here. Since then we’ve seen a whole host of music offering services, from Spotify, Nokia Music and the latest Twitter Music. 

Tribeca Film Festival uses Vine

Tribeca Film Festival challenged people to create six-second films using Twitter’s Vine app. After narrowing the field of 400 submissions to 40 earlier this month, judges for this #6SecFilms contest announced the winners this weekend. Entries had to have a beginning, middle and end. The contest was divided into four categories: auteur, animate, genre and series. Click here to see the winners.

Twitter introduces #keyword targeting for advertisers

Twitter has announced that it will be rolling out keyword targeting as a part of its ad platform, in a bid to allow advertisers far higher rates of engagement. Through running geotargeted campaigns using keywords, advertisers will be able to target ads based on what Twitter users are saying in their tweets. Read more from the Twitter blog here.

Tumblr releases ads on Mobile app

Last week, Tumblr released promoted posts firstly on mobile and then desktop.  For the first time in six years, ads will be in the same format as Tumblr posts, occasionally appearing in your feed as you scroll through.  

The first advertisers who have tried Tumblr’s ads are Warners Bros, ABC Entertainment, ABC Family, GE and Pepsi. Warner Bros has used the platform to release teasers for two of their films ‘The Great Gatsby’ and ‘The Hangover Part III’, seeing thousands of reposts. ‘The decision to roll out ads in the mobile stream underscores just how quickly the mobile ad market is growing’.

Burn your number after a questionable date

A new app on the appstore offers users the ability to have a disposable number – if you have ever needed a phone number for a day, a week or a month for contacting someone, but you don’t want them to have a record of your number forever, this is the app for you.

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This app generates a number for you in 30 seconds that you can give out without ‘the fear of having your real phone number compromised’. When you no longer have a need for the number, you can simply ‘burn’ the number on the app. And so you will never be contacted on that number again. Perfect for if you go on a blind date and they don’t turn out to be the ‘perfect match’.

Fun for Monday. The Evian Babys are back. Watch the TVC below which has had nearly 41m views on YouTube in a 10day period. Impressive. 

SO MOnday

April 15, 2013

Abbey Torrance & Lexi Brown round up the best social and mobile news from the past week.

Trending Music – Twitter expands into music discovery

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Twitter is expanding its service with the imminent launch of a music app, after confirmation that the microblog snapped up We Are Hunted, which tracks the world’s 99 most popular emerging songs on the social web in real time. A statement on wearehunted.com which confirmed the acquisition reads: “While we are shutting down wearehunted.com, we will continue to create services that will delight you, as part of the Twitter team. There’s no question that Twitter and music go well together. Artists turn to Twitter first to connect with fans, and people share and discover new songs and albums every day. We can’t wait to share what we’ve been working on at Twitter.”

There is no confirmed date as to the release of the new music service but Twitter has created a new website at music.twitter.com and is building hype around the launch by giving high profile celebrities with huge twitter followings a preview of the new service in hope that they will promote positive reviews through their twitter accounts.

Debenhams triumphs in the latest UK Mobile Commerce Study

In a recent study by EPiServer, Debenhams came first in the UK’s top 30 retailer’s apps and mobile sites against best practice benchmarks.

The retailers were judged on ‘the speed, key functionality and ease of use of their mobile and tablet offerings, mobile sites and native apps’. Debenhams beat last year’s winner Argos by scoring ninety percent in all criteria. ASDA also featured in the top 10 list at number eight, scoring sixty eight percent in all criteria.

‘In 2011, 30% of the UK’s top 10 retailers did not have a mobile optimised site, now just 17% of the top 30 do not’. This shows the vast improvement of the high street stores’ digital practice, as they realised they needed to work harder in order to meet increasing consumer demands.

Shazam develop tech to identify clothes on TV programmes

Rumours have been circulating that Shazam is going to expand its apps capabilities so that users can tag TV shows, which will pull in content such as merchandise, cast bios and trivia alongside the soundtrack. It will then direct the user to the online store to purchase the clothes featured in the TV show.

Shazam’s CEO told the Guardian; ‘We have the ability to identify the product in a TV show so that when somebody Shazams it, they could find out where a presenter’s dress is from in one click’.

It will be interesting to see if this does drive volume to retailer sites when this tech is released onto the market, as ultimately it would cut out the middleman, the search engine, to bring content straight from the screen to the viewer.

Foursquare to sell check-in data for ad targeting

Foursquare has over 30 million users and they’ve checked in over 3.5 billion times. That’s a lot of data and not only does Foursquare know where people check-in, but it can also tell you where people are likely to go next. As CEO Dennis Crowley likes to point out, Foursquare wants to become “the location layer for the Internet” and being able to add contextual data to ad targeting will be a powerful tool. If such an ad product comes to fruition it will be a significant step forward for the company in finding a viable revenue stream.

Facebook Home gets poor user reviews

A day after Facebook released the software on Google Play, the app has garnered over 2000 reviews, with an average rating of 2.5 stars. Some 970 people left a one-star rating.  Notably, even some reviewers who give higher ratings to Facebook Home said they probably wouldn’t use it. For example, one user who gave it five stars called it “slick,” but said it is really for people who can’t live without Facebook. The reviewer said he’d uninstall it and prefers the normal Facebook App. There have also been concerns over privacy with one reviewer commenting “HOME also overrides security features like password protection”. Not the best start for Facebook, let’s hope the app is a first version and that they’ve got updates to come to improve the experience.

Nielsen (the global measurement company) has formed a partnership with Twitter to publish a new set of standardised ratings for ‘second screen’ conversations around what’s on television in 2013 in the U.S. The exclusive multi-year agreement will create a ‘social TV metric’ that will measure the reach of the TV conversion on Twitter, including online and mobile conversations. This metric will compliment TVRs which measure ‘first-screen’ viewership.

Increasingly clients are demanding integrated campaigns that work seamlessly across a variety of platforms allowing for multiple touchpoints along a consumers journey, and they want to be able to measure both their paid investment and the impact of their earned media.

This collaboration between Nielsen and Twitter, firmly cements Twitter as the preeminent social network source of real-time television engagement data. The real-time Twitter feeds and trending topics has created a new dynamic between audiences and programming and this new metric will provide unprecedented information on social interaction and engagement in particular shows.

This is a significant step forward for the industry and it will be interesting to see what comes of this and if advertisers increase spend off the back of it.

We’ve seen many examples of social media going horribly wrong for big brands, from the likes of Dr. Pepper to McDonalds. Waitrose joined the social media fail last week with their “finish the sentence” tweet campaign, or did they?

Waitrose tweeted; “I shop at Waitrose because…” then sat back, expecting to soak up the praise. Instead the accompanying hashtag #waitrosereasons gave everyone the perfect tool to track the witty British comments as the hilarity unfolded. Some of my favourites below:

  • “I shop at Waitrose because I used Apple Maps to get to my nearest Sainsburys.” #waitrosereasons
  • “I shop at Waitrose because Clarrisa’s pony just WILL NOT eat ASDA Value straw”  #waitrosereasons
  • “I shop at Waitrose for the carrier bags. I put my food shopping from Aldi in them for the journey home.” #WaitroseReasons
  • “I shop at Waitrose because my butler is having a week off.” #WaitroseReasons
  • “I shop at Waitrose because I got a lifetime ban from M&S after doing something obscene to a Percy Pig.” #WaitroseReasons

Waitrose took the satirical replies with good humour and tweeted that they genuinely enjoyed all the tweets they received. Although this response was slightly slow to surface, it did help diffuse the situation and turn what could have been an explosion of negative abuse into a more light-hearted ‘banterous’ exchange of  the perceived brand image of Waitrose. The question is though, was this a complete social media fail or pure genius? The campaign has heightened Waitrose’s brand values of quality and excellent service as a key point of differentiation from the other grocery chains as well as reinforcing it’s upmarket brand image. I think it would be naive of us to suggest that Waitrose had not considered the potential for responses that mocked their ‘core consumer’ of a stereotypical ‘snob’.. they just probably didn’t expect the extent, variety and pure comical value of the responses that they received!