the patch - social media updates june 2014: foursquare swarm, google panda 4.0, twitter new layout...
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Yet another update for your social media marketing strategy. This June 2014, a few things you should bear in mind while doing your community management: - Mobile-first networks such as Vine and Instagram are recording incredible figures of growth. You're on social media, perfect, but are you on mobile? - New features on Twitter allow you to pin an important tweet at the top of your timeline, and pictures embedded (nicely) in a tweet will get you higher CTR - New metrics on audience on your Facebook Page and Metrics for video ads, which are now available in more countries. - Pinterest associated pin keywords, and how to take advantage of it : ) - Google has another update of its search algorithm, called Panda 4.0, yes, you can take a look at your Analytics as well... Live presentation of the Patch in Singapore every month, ping us or join the monthly newsletter to get the next one! http://agencetesla.asia/subscribe-to-our-newsletter/TRANSCRIPT
THE PATCHSocial media new features/updates for marketers. May 2014.
Google Panda 4.0? Another Twitter Profile Layout? Facebook announces Audience Network at F8? Foursquare’s mitosis? Is it Google+ or minus?
Confused? No worries, Agence Tesla has got you covered. Read on, we’ll show you the way.
MOBILE!MOBILE!Mobile-first social networks
continue to take the world
by storm:Vine grows by 515%!!
(Unsurprisingly) Mobile platforms dominate content sharing:
52% of all contentSo get with it! Amp up your mobile
ad game now! Our many tips this issue might just
give you a clue.
Best Tweets: Popular tweets will
appear in larger text.
Tip: Tweet more photos and videos. Tweets with visual content outperform those without by almost 150%.Photos and videos also
work exceptionally well on mobile platforms.
Twitter: New Profile LayoutLeverage these new changes now!
Pinned tweets: You can choose to put a tweet at the top of your profile to show followers
what your brand is about.
Tip: Pin a tweet that inspires emotion. Emotive tweets
generate more buzz, more retweets/favourites/replies.
Leverage these new changes now!
Twitter: New Profile Layout
App Install cards
Website cards
Tip: Always have your content patterns
in mind. Use website cards only if you are
posting regularly.
Do get creative and drive
engagement by using a mix of these cards!
More calls to action = Higher click-through rate
Twitter: More Ad Cards
Facebook: Audience Network
Go mobile with new advertising tool for third-party apps
Current Facebook ads can be customized to the hosting app’s
aesthetic (native ad unit)
Facebook’s comprehensive targeting capabilities match ads to the
appropriate host app.
Native form + Personalized Targeting =
Higher Click-Through Rate.
Monthly payments with a Net 21 basis
Minimum payout is $100 for wire transfers
(This is relatively cheap!)
If you’re an app developer, you can apply to join the Audience Network
here.If not, hang on tight, non-app install
ads will be available soon!
Facebook: Nearby FriendsEnhanced geomarketing
Facebook makes it easier to meet friends in the real
world with the Nearby Friends feature.
Nearby Friends’ location data will be made available to advertisers in the future.
F&B or Retail businesses look out for this!
Nearby Friends can potentially alert Facebook users if they are in
the vicinity of your shop!
Facebook: New Video Analytics
Demystify the when and why of video campaign effectiveness
New metrics tell you:Average duration of
video viewNumber of times video was viewed 3 seconds
or moreNumber of times video was viewed 95% of its
lengthDemographics of video
view
Tip: Average duration lets you know when your video
loses interest. Use it to understand what doesn’t
work and what keeps them watching. A highly useful
tool!
Facebook: Audience InsightsNew data tool makes market segmentation easy
Audience Insights tells you:- Demographics- Page Likes- Language and
Location- Facebook Usage- Purchase Activity
For three possible groups:- People on Facebook- People connected to
your brand/events- People in your
custom audience
Tips: Use “People connected to your brand/events” to find out who else you could be
targeting on Facebook. What they like shows you how you
can draw them in!
Use “Custom Audience” to find out what else they are
interested in/buying. Reward them with content and
products they want!Note: Now only in the US.
Available in Asia soon
Pinterest: Guided Search
Latest feature helps you understand your market…
How it works:Type in any word and relevant
pins will be displayed.
It’s easy - Check out this video
How to make it work for you:
Search keywords you want your brand to be associated
with. If you search for “luxury”, the pins you find tell you what people think
“luxury” is.
Try this with multiple keywords for more specific insights. Benchmark your
current pin content against what you find.
Great for content strategy!
How it works:Type in any word and relevant
pins will be displayed.
It’s easy - Check out this video
How to make it work for you:
Include keywords you want to associate with your brand
in your pin description.
Be descriptive and use a mix of both general and
specific terms.
Yet again, especially useful for
retail/e-commerce/female/lifestyle.
Pinterest: Guided Search
And helps the right ones find you…
Are you using Salesforce, Hootsuite, Spredfast, Percolate, Piqora, Curalate or Tailwind?
If so, look out for more customer data from these platforms to accompany existing Pinterest analytics!
Tip: Pinterest doesn’t offer conversion tracking data. But with these third-party
tools, find out what happens after someone engages
with your pin e.g purchasing your product, checking out
your website etc.
More Pinteresting analytics!
Pinterest: 3rd Party Help
Google: Panda 4.0What gives!?
What is it?A series of updates to
Google’s algorithm that affect which sites appear,
and the order in which they appear on Google. Google
wants to get rid of sites that are:
Yeah…so what what does it mean for me??
Want to get high Google page ranks?
Do the following:
1) Have original content. No duplicates.
2) Post a minimum 600 words.3) Attach videos and photos
4) Use creative titles and descriptions. At the very
least, don’t copy and paste them.
5) Protip: Embed tweets! When you embed a tweet onto your post, you may have a chance
to appear under “Related Headlines”.
FYI some sites affected by Google Panda:ask.com, ebay.com, myrecipes.com,
buzzfeed.com
Some previously highly visited sites went from “7000 users a day in 2011 to as low
as 50” this year.
Google: Panda 4.0What gives!?
Good NewsYou should already be posting original content
(if not, start now). And since you subscribed to this
newsletter, we assume you are committed to improving your social media game. Kudos to
you!
Bad NewsGoogle Panda reminds us that to win on the internet you must be
consistently committed to quality. This is some serious work, but Agence Tesla can help you with
that.
Google+: Going Negative?We think not!
Google+ Creator resigns, G+ team shifted to other Google product departments
, creating mounting suspicion of shutdown.
But Google confirms that the strategy remains to
“continue to build great user experiences across Google+, Hangouts and
Photos.” Google+ is anything but dead:
- G+’s growth rate exceeds Facebook, it’s now the 2nd
largest global social network (Beat that!)- G+ rolls out many new features and updates in recent
months
Google+: Stories & Movies
Stories and Movies: Two great new photo and
video features automatically select your
best shots.
Tip: Make it fun, make it personable. Don’t be afraid to share your
business journey with these new tools! Ads are
not the only way to create hype for your company.
Auto-curate stunning media collections for your business
Tumblr: Mobile ThemesCustomise your Tumblr’s mobile look on the go!
Tumblr updates their app, finally allowing us
to jazz up our Tumblrs’ mobile
looks!
That means you can now choose a header photo and fonts that fit well
with your business aesthetic.
Tip: Unlike Facebook headers that often include text, successful Tumblr mobile headers
tend to focus on the aesthetics. Choose a stunning quality picture or design motif that
relates to your brand’s aesthetic. Play with colour schemes and fonts!Fashion/Lifestyle brands, this one’s for you!
Instagram: Explore TabNo more irrelevant Insta suggestions
Instagram now personalises Explore Tab results according to what people/brands
you follow like and larger instatrends via hashtags.
Tips: If you follow your customers, check YOUR Explore Tab. The results tell you what content your followers
want.
Remember Pinterest’s Guided Search? Do the same thing with
Pinterest, Twitter and Instagram via the Explore Tab. Find out what
hashtags are popular among your target audience and use them when
relevant to your content across these platforms.
LinkedIn: AdStageExtend your AdStage reach to LinkedIn
AdStage is now a LinkedIn Sponsored Updates API Partner
Users can now promote content on LinkedIn through native ad “LinkedIn Sponsored Updates”
platform.
Tip: Apply AdStage analytics for Sponsored Updates to keep track of your B2B strategy. Don’t miss this opportunity to excel in your B2B game.
Foursquare: Mitosis!Two apps for double the user experience
Foursquare splits itself into two:
- Current Foursquare app will focus on “exploration
and discovery”.
- Newly launched app, Swarm will be devoted to
location sharing.
- Ongoing trend of app simplification
Simplified apps = More focused analytics
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Agence Tesla, a social media agency in Singapore and [email protected]
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.
The Patch - Social media updates for marketers from Agence Tesla
Asia