By Liam Dowd - October 7th, 2014
Our roundup of this week's key social news and infographics
Designed by Drap, this social installation was built around Nescafè’s globally recognised red mug. Mugs were tethered to benches and railing with a four-digit bicycle combination locks. The company’s Facebook page was then used to invite Nescafè fans to unlock their mug.
Using a mobile app, consumers could use their location to receive their unlock code. After their mug was unlocked they could get a hot coffee from a nearby Nescafè stand, which promoted social interaction between what are clearly Nescafè’s brand advocates.
Linking the company’s Facebook page to a physical marketing campaign that also used a smartphone app reveals how social media is now being leveraged to make close personal connections with consumers. Corporations with strong consumer brands should take note of this campaign, as Nescafè clearly understand how to reach their brand advocates.
Pin for Halloween
Pinterest has begun to roll out its first co-branded marketing campaign to coincide with Halloween. Pin Pricks are topic-specific collections of pins and relevant Pinterest profiles. David Rubin, Pinterest’s head of brand said: "Halloween is one of the more important times in Pinterest's year. People are going on Pinterest to get ideas for what to do with their costumes and events and activities."
The campaign will link Pinterest to 10 media companies including eHow and Funny or Die, plus a high profile across YouTube. This move is the latest in a series of innovations that are clearly moving the company towards more commercialisation. August saw an overhaul of the analytics that the company provides to its media partners, with former Google ad sales manager Robert Macdonald also being hired by Pinterest. Corporations with highly visual brands should pay close attention to the Halloween campaign to see how this level of commercialisation fairs with Pinterest users.
Video shared more via email
The video creation platform Animoto has revealed the results of their latest piece of research. Asking just over 1,000 US consumers how they shared the videos they create, 54% use social media. The surprising statistic is that two per cent more of those surveyed share their videos over email when compared to YouTube.
Animoto conclude: “Creating and sharing video helps people stay connected and maintain important relationships. More than half of consumers prefer watching videos over looking at photos and an overwhelming majority (81%) say they feel more connected to family and friends when watching videos of them.”
All corporations know that video content has expanded massively especially over social media networks. However, this research does illustrate that understanding how your audience is likely to share that content is vital information to ensure the content itself can be consumers as intended.
What happens in a Twiiter minute?
Twitter has become an essential channel that all corporations can use to reach their customers. Understanding how the platform is used is vital information. Luckily a new infographic lifts the lid on a Twitter minute revealing that 108 new accounts are created, 347,222 tweets are sent, 7 tweets are sent that contain racial slurs (in English), 1,458,333 Twitter search engine queries are performed and 4,398 unique site visits are generated.
Until next time….
The Useful Social Media team.
November 2014, New York
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