SO MONDAY

September 1, 2014

The 2014 Gartner Hype Cycle is out

The most notable is how Internet of Things is right at the top of the hype curve, and wearable UIs and 3D printing on their way down.

The Napa earthquake woke up 93% of locals

The South Napa Earthquake was the strongest to hit Northern California in 25 years and Jawbone wanted to quantify its effect on sleep by looking at the data recorded by Jawbone UP wearers in the Bay Area who track their sleep patterns.

Amazon acquires Twitch

Amazon continues to explore ways to grow its digital portfolio with its acquisition of Twitch – the world’s leading streaming video platform and community for gamers for $970 million. At first glance, this acquisition looks like a move for Amazon to bolster its streaming footprint by combining it with Prime Instant Video and Fire TV to take on YouTube, Netflix, and set-top boxes. Although the set-top box market is cluttered, Amazon set itself up to stand out amongst the other competitors by incorporating gaming capabilities along with its previous investment in its own in-house gaming studio. Amazon eventually could take on GameStop by utilizing Twitch as a one stop shop for all things gaming by allowing users to review content and simply make the purchase with one-click ordering.

Outside of streaming and video games, there are still more profitable avenues Amazon can capitalize on with this acquisition. Twitch brings with it a young demographic (18-35) of 55 million monthly unique visitors, of which 58% spend more than 20 hours per week on site. Amazon is aligning itself with a young engaging audience, which could be extremely profitable when coupled with its rich source of 1st party customer data.

Twitter launches Objective-Based campaigns

Objective-Based campaigns will allow advertisers to pay for the actions that most are aligned with their marketing objectives. Objective-Based campaigns have been designed to make creating and optimizing successful marketing campaigns as simple as possible, generating the highest ROI from any campaign. Twitter’s new pricing model will allow advertisers to more efficiently achieve specific objectives by only paying when users perform the desired action, for example clicking through to a website, downloading an app, or leaving their email to find out more. For example, if your goal is to drive video views on Twitter, you’ll only pay on a cost per view basis via a player or video card.

Objective-based campaigns have delivered positive results in early test phases and are currently in Beta, they’ll be rolled out to advertisers in the coming months.

Radio 1 to hire ‘YouTube-famous’ vloggers to broadcast online

From September, some of the hottest young video bloggers (vloggers) in the world will join the station to present a new weekly show alongside Dan and Phil that will be fully visualised and streamed on the Radio 1 website.

The show – the first of its kind – will see vloggers Zoella aka Zoe Sugg (5.7 million YouTube subscribers), Tyler Oakley (5.1 million), TomSka aka Thomas Ridgewell (3 million), Troye Sivan (2.5 million), ThatcherJoe aka Joe Sugg (2.7 million), Sprinkle Of Glitter aka Louise Pentland (1.6 million), BritPopPrincess aka Patricia Bright (0.5 million), Marcus Butler (2.9 million), Caspar aka Caspar Lee (2.9 million) and Jack and Dean aka Jack Howard and Dean Dobbs (360,000) guest presenting each Monday between 9-10pm.

MailOnline records best ever month for video

The MailOnline recorded its best ever month for video in July 2014 with more than 50 million video views across its website and apps for the first time.

During July there were a total of 50,647,444 global video views, representing a month-on-month increase of 35.8% and a year-on-year increase if 74.7%. Daily video views averaged at 1.6 million for the month, with three days achieving more than 2.5 million views each.

#Foreverfaster hijack

Puma’s #foreverfaster social media campaign has been hijacked.

Users were encouraged to tweet using the hashtag #foreverfaster in order to receive a personalised message from one of Puma’s famous brand ambassadors.

All went awry when pranksters found that by changing their Twitter handle, they could make it look as if famous sports stars such as Usain Bolt and Cesc Fabregas had signed crude messages.

Instagram unveils new time-lapse app

Instagram has launched a new time-lapse app called Hyperlapse, allowing users to capture high-quality videos while the user is on the move, thanks to in-built stabilisation technology.
It’s free, (and pretty cool) but currently only available on iOS. See it in action with this 15 second tour of The White House.  This is a fantastic opportunity for brands to showcase their products. For example, it would be great to seed out teasers of a new product by only showing parts of it in a Hyperlapse video, or it could be used to show how to use a product, like a make-up product. It could work really well for an airline company, showing the journey from A to B through the window of a plane. Brands should look to incorporate Hyperlapse into their social strategy to post interesting content.

Doctor Who returns

To celebrate the return of Doctor Who, and the arrival of new lead actor Peter Capaldi, the BBC launched an interactive game allowing users to pilot the Tardis. The Masthead allowed users to play an interactive game to unlock additional content. They also reported the story of how the new Doctor Who title sequence designer was spotted on YouTube after posting a speculative concept piece to showcase his talents to potential clients.

Vine update allows users to import videos 

An update of the Vine app now allows users to import videos from their phone camera, and then edit them to create their 6-second Vine. This new feature is prominent when users are about to capture a Vine. Vine users now also have the ability to create a mash up of videos, instead of only publishing one clip.

 

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.

instagram-video-brands

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

February 11, 2013

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

Love is in the mobile air

With Valentine’s Day fast approaching, many people will be buying those last minute chocolates or roses in the name of love. Do they go in-store or online? A recent study by a mobile network has revealed that 52% of women would prefer to buy Valentine’s Day presents for their other halves on their Smartphone rather than go in-store. Valentine’s fever must be spreading the country as the Interflora App is currently ranked in the top twenty in the UK app charts.

Consumers shopping behaviour continues to evolve and a new report stated that 37% of PC users have moved their desktop actions to mobile. Three quarters of Facebook traffic is through mobile now and web browsing is increasingly done on mobile than on desktop.

Debenhams Free WiFi is keeping shoppers happy

In June last year Debenhams rolled out free WiFi to all customers in their stores. Eight months in and the retailer has reported that users have been really positive about the service. Men particularly have been enjoying the free WiFi, with the average time spent roaming at 30 minutes, possibly as they wait whilst their other halves peruse the store. It is a great way of keeping customers in store and online, so they can check for additional sizes/colours if they are out of stock in store. The top ten sites that have been visited whilst in Debenhams are:

1.   Facebook

2.   Sky Sports

3.   LiveScore

4.   BBC Sports

5.   YouTube

6.   Yahoo!

7.   Live.com

8.   Instagram

9.   Google

10.  Tumblr

Add content to your chocolate

Cadbury’s Dairy Milk is letting UK customers personalise their chocolate bars as part of its ‘Joyville campaign’. Users can not only add their names, photos and a message but can also add their own selected web content from YouTube Videos to Facebook photos. Users can compose their bar online at the Joyville Made website or via the Cadbury’s Dairy Milk Facebook app and get their chocolate sent by mail directly to the recipient. Perfect for birthdays and Valentine’s Day!

Lego gets Vine

These simple, well thought out and visually enjoyable vines from Lego are the first branded example that has really understood the platform to create some great stop motion animations.

Straight from the Runway

Fashion shows are expanding into interactive online experiences from Topshop’s live stream fashion show on Facebook that allowed users to take screen shots and share content with Facebook friends to Gucci Connect’s E-vent a live stream of the Milan show where the “virtual guests” could chat liveduring the runway show.

adidas 2013

The 2013 Y-3 runway show from Adidas not only had an interactive live stream of the fashion show, but had multiple cameras which would switch between various live shots both on the runway and behind the scenes. By streaming the show with four different views onto the runway, the online audience could magnify one view without losing perspective of the show as a whole – have a look here. Users could also take snaps of the show and instantly pin them on Pinterest. More backstage content was given through Twitter and Facebook as well. It’s a shame that Adidas didn’t close the loop with the ability to let users click to buy but it’s an innovative way to increase their reach.