People want to see content that is useful, memorable, relevant to them and, most of all, engaging. Brands that want to earn their audience’s attention are increasingly looking to paid social to get their message in front of potential fans, customers and advocates.
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Over the last few months numerous brands have tried to harness the power of emojis. Highlights include McDonald’s, which created a series of witty ads written solely in the picture characters, and Domino’s, which allowed hungry shoppers to order by simply tweeting them a pizza emoji.
Brand interest has been piqued by the popularity of emojis amongst consumers, especially millennials. A survey conducted by Bangor University revealed that 29% of adults use emojis in at least half of their texts, instant messaging and social media posts.
The pace of change is stunning. Internal data from Instagram has shown that in mid-2011 only 1% of global comments on the social media site used emojis; by 2015 this figure had grown to 40%, and 48% in the UK. The growth has been fuelled by the introduction of emoji keyboards on iOS and Android, in 2011 and 2013 respectively.
What strikes me most about the reaction to Apple’s decision to allow iPhone and iPad Safari browsers to block advertising via third-party software extensions is its reason for doing so. According to the BBC an Apple spokeswoman claimed the decision was made “for an improved mobile browsing experience.” Some users support this view with one such comment from Peter Steinberger: “Ad blocking on iOS 9 makes such a big difference in page load times, it’s not even funny”.
Ad blocking is a far more complicated issue than simply giving iOS 9 users increased flexibility. David Frew, senior programmes manager for the Internet Advertising Bureau trade body, said: “Ad blocking is a threat to the whole advertising industry.” The bigger picture could drive a number of damaging effects.
You may already be aware of the self-expressive, artistic power of beer. Yet some of the big brewers have lost sight of their product’s magical properties, causing drinkers of today to become enticed by small craft breweries.
Are you guilty of using Facebook to badger your mates for the green light of approval? You are not alone. In a world full of choices, you want to feel like you’ve spent your hard-earned dosh on the right option.
But now you can leave your nearest and dearest alone. Viennese entrepreneurs Philip Holley and Peter Buchroithner have created an app for assertiveness.
It’s pretty simple stuff really. Dvel crowdsources decisiveness. You take two pictures of the things you’re torn between and upload them. In a set amount of time, users vote for what they think you should go for, and ta-da – decision made!
Dvel isn’t alone, there are plenty other apps of the same ilk making social media a much more practical method of decision-making. Khloe Kardashian’s mobile messaging app Begrouped allows you to do something other than send pictures of cats to your pals. You can ask functional yes/no questions, polls and other useful things that help with decisions and plans.
Now to Google which app to try…
Via. LSN Global
As the recent Oculus Connect 2 conference in LA highlighted, 2015 is shaping up to be the year that virtual reality (VR) began to grow up. Despite the lack of a major hardware release, it really feels like a much more mature industry.
The biggest announcement at OC2 was the $99 GearVR, which is compatible with Samsung’s entire high-end smartphone range. Beyond anything else, this will get VR into the hands of potentially millions of consumers in 2016. Oculus has made some very smart moves with content for the GearVR, of which Minecraft and Netflix are the highlights.
The imperative for companies to extend their thinking beyond social media into social business is gaining traction (see previous post). The road from social media to social business is potentially long and arduous. Once the benefits of social business become clear, questions abound: What does social business mean to us specifically? Where exactly do we want to go? Where are we now?
We’ve all read scathing online reviews and heard reports of malicious, or even abusive, tweets or content. Such content can be extremely damaging to a brand, particularly where it is unfair or inaccurate. So, where the content is objectionable and accumulating significant attention, what options do brands have?
There are a number of legal causes of action:
- Defamation: where something untrue has been asserted, without justification, which is likely to lower the brand in the minds of those reading it
- Trade mark infringement: where online content uses a registered trade mark without permission, in a manner which is not honest or fair
- And even harassment.
Whatever the basis of claim, a brand-owner will first have to find out who is responsible. This can be difficult, especially where the user conceals their identity.
From the Olympics to the Super Bowl, the Ryder Cup to the World Cup, there’s nothing like an international sporting event to get people talking.
The Telegraph recently revealed just how many people have been engaging with this year’s Rugby World Cup, and the figures are staggering. An average of 3.2 million people have watched ITV’s coverage of the opening eight games, up by 2.4 million on the same period for the 2007 tournament.
Even more impressively, over the first five days, there were more than two million Rugby World Cup related mentions from around the globe on Twitter alone, ten times as many as for the last tournament four years ago. With the world’s eyes on England 2015, the big question for brands – and particularly those traditionally associated with the game – is how to steal some of the attention.
Let’s do the math. How much time on mobile will be impacted by iOS9 mobile ad blocking? That’s the question that our team at mobile ad platform, The Mobile Majority, have aimed to answer with this infographic on Apple ad blocking.
It’s an important question to ask, especially when you consider that mobile consumers use apps the majority of the time, and when they do use a mobile browser, it’s not always Safari. And even if/when a consumer does use Safari, that consumer still has to have the ad blocker downloaded. The result? A very small number.