Archive for the ‘Social Platforms’ Category

To celebrate receiving their millionth Facebook fan. Heineken is returning the favour by giving their customers a ‘hug’.

The viral film, by AKQA, is named ‘One Million Hugs’ and features a group of Dutch female models visiting bars in Amsterdam and hugging male lager drinkers. The clip ends with the line “Thanks a million”.

Slightly cheating if you ask me but… They brought together multiple Facebook pages and created a single global page.

Floris Cobelens, manager of global digital media at Heineken, said: “While no one can claim today they are mastering the digital revolution, we at Heineken are ahead of the pack, behind a very steep learning curve, and a full-hearted commitment to capitalize on the opportunities new media offer.” – Not smug at all right?

Last month, Heineken rolled out a global ad campaign, by Wieden + Kennedy Amsterdam, featuring a character who effortlessly navigates his way through social situations. The ad aims to emphasise Heineken’s premium lager positioning.

In December, the company announced plans to launch a Facebook store selling branded merchandise as part of its unified global marketing strategy.

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Google has launched major updates to Social Search, integrating information from Twitter, Flickr and Quora throughout its search engine.

The search giant launched Social Search in 2009; the feature integrates search results from your friends at the bottom of the search page. It utilizes social profiles connected to your Google Account to deliver items like photo or blog results that come from your friends.

Google’s now making some prominent changes to Google Social Search, and it is announcing three new websites that will appear prominently in social search results. We had a chance to speak with Mike Cassidy, product management director for search, about the changes.

The first major change is that Google Social Search results will no longer appear only at the bottom of the page, but will instead be “blended” throughout the page. This is done through an annotation system that lets you know when a friend has shared a specific link or search result. If your friend writes a blog about how to create honey, that result will have an annotation that your friend has “shared this,” either via Google or through one of Google’s three major social integrations.

Twitter has revamped its Business Center, providing a wealth of tips and advice on how to grow your presence on Twitter, integrate its API into your website and use the various available widgets and resources.

The most interesting part of the new Business Center is definitely the advertising section, which is now open to everyone and includes a form that lets businesses express their interest in Promoted Tweets, Trends or Products.

The form lets you set an estimated monthly budget ranging from under $10,000 to as high as $100,000+. Forget about buying cheap, Adwords-like campaigns: this thing is obviously aimed at businesses or (optionally) non-profit organizations.

Unfortunately, Twitter’s new advertising center still isn’t a turn-key solution for buying ads on Twitter. Since promoted tweets and trends are still in beta and available to a small number of advertisers, the new form doesn’t let you actually buy these products, it merely puts you on Twitter’s radar as an interested party.

The fact that the form, once completed, only yields a “page not found” error further proves that Twitter is just testing the waters with this feature.

However, it’s not too hard to guess in which direction Twitter is heading. The future in which business (and maybe even individuals) will be able to easily purchase Promoted Tweets or Trends on Twitter – just like purchasing Facebook or Google Adwords ads – seems just around the corner.

Ad spending on social gaming increased 60% since 2009, according to eMarketer. No doubt advertisers have noticed that 56 million Americans are playing social games and that the branded virtual goods market is booming. But more than just social gaming’s growing popularity has gotten attention from advertisers. Social games also represent an environment that is largely conducive to advertising.

“Media buyers and advertisers are recognizing that this is what they want,” explained Robert Tomkinson, Playfish’s senior director of global marketing. “What they want is massive reach, they want targeting, they want performance. And you can have all of these by forming branding opportunities in the right way.”

Tomkinson and other leaders in the social gaming industry recently spoke at the Social Gaming Summit about the huge opportunity that social games represent for brands. Here are five reasons they gave for why social game advertising is a growing success:


1. Advertising in Games Is About Engagement, Not Eyeballs


blueberries

Back in July players of the the most popular Facebook social game, FarmVille, had for the first time an option to plant a specific branded crop — Cascadian Farm blueberries — on their virtual farms. In more than 500 million cases, players chose to purchase and plant the branded blueberries instead of something else. According to Zynga, unaided brand awareness increased 550% as a result.

Volvo, H&M and MTV Networks have also experimented with branded virtual goods that users can choose to purchase or acquire through interaction with the brand.

Another common strategy for brands in social games is an “offer wall” inside of many games. Brands can exchange virtual rewards for engagement, like taking a survey or watching a video about a new product.

“In both cases you’re actually engaging with the brand,” explained Peter Wexler, the director of strategic partnerships for transactional advertising platform TrialPay. “This is different than in traditional ads within TV and print and on the side of the bus that flies by on Eighth Avenue. That’s all sort of eyeballs, so how many eyeballs do I have on a magazine, on a paper… you can vary on actual engagement.”


2. Social Games Reach the Facebook Audience


Facebook

When online, the average American spends more time on Facebook than on Google, Yahoo, YouTube, Microsoft, Wikipedia and Amazon combined. A significant part of that interaction includes social games, making them an ideal alternative to display ads for advertisers who want to reach Facebook’s giant, 500 million-person user base.

“If you talk to advertisers, and you talk to them about Facebook, every single one of them, whether it’s an agency or the brand, they’re all extremely interested in participating in the Facebook platform,” explained Wexler during his presentation. “And most of them are pretty unsure of how to effectively do that… this is where consumers are available.”


3. Some Games Have Bigger Audiences Than Prime Time TV


PrimeTime

Advertising in social games might not be solely about eyeballs, but there are definitely a critical mass of people who are playing them. About about 30 million players per day play the most popular social game, FarmVille. The most popular prime time television show last week, Dancing With the Stars, had about 24 million viewers.

Social gaming is becoming just as accessible, if not more accessible, than television. While most gaming platforms in the past have required expensive consoles and other barriers to entry, most social games are free to play.

“[The] iPhone put a gaming device in everybody’s pocket and massively expanded the market,” explained Tomkinson during his presentation. “And of course, free-to-play social games massively expand the market to bigger than all the console games combined. This is something that anybody can use.”

In addition to broaching television’s audience size, social games are also broadening the niche that is often associated with gaming. Most games are fairly easy to learn. Zynga game tutorials, for instances, are shorter than three minutes.

Zynga’s director of brand advertising Manny Anekal said in a presentation that he hates the term “social games” because the experiences that his company creates are “just fun with your family friends. Simple as that.” Being such, social games can easily reach demographics far beyond the typical “gamer” profile.


4. Advertising With Social Games Isn’t Restricted to Virtual


Green_Giant

The branding potentials for social games need not remain online. About six months ago, 7-Eleven straddled the space between virtual and physical worlds by tying products like iced coffee and slurpees with FarmVille Games. When a customer bought a promoted product, he or she was directed to perform a task in the game to unlock a 7-Eleven virtual good.

The campaign ran in 7,000 stores for six weeks. The branded ice cream surpassed the brand’s sales forecast within the first week. More than 3 million codes were redeemed, and water had a 60% redemption rate.

Green Giant also explored the space in between virtual games and the physical world by giving away FarmVille Cash with select produce purchases.


5. Brands Can Be Part of the Experience


Old_Navy

In “virtual world” games, brands can do more than hang out on billboards (though that is an option, too). They can become part of the game.

One way brands have done this is to add an element to the gameplay itself. When State Farm Insurance branded a blimp in the FarmVille game, for instance, players who chose to put it on their farms had their crops protected during the 10 days of the promotion. The branded blimp continued to float over their farms even after the promotion was over.

Another way brands become part of the experience is by adding an interactive component to the landscape. On Black Friday, Old Navy launched a virtual store in CrowdStar’s social game, It Girl. Players could purchase Old Navy virtual clothing or gift it to their friends. The virtual store displayed real-world offers, and players could also complete quests that would earn them virtual currency.

“They’ve very much integrated their brand into the game experience,” Wexler said about the integration. “It’s not so much about transactions and direct revenue for Old Navy in this situation, it’s about putting the brand in front of their customer base.”


6. Brands Can Reward Players for Interacting With Them


Playfish_offer_wall

Purchasing the State Farm Insurance blimp gave FarmVille players protection, completing quests in the virtual Old Navy store gives CrowdStar players virtual currency, and watching videos or taking surveys on offer walls will earn virtual currency or goods. In some cases, players can choose between paying to play or engaging with a brand in order to play a game for free.

“The player gets the reward by interacting with the brand. This isn’t about showcasing, it’s about engagement,” Wexler explained during his presentation. “And that’s the value to advertisers.”

Well, that was fast! The new Facebook Profile Pages are now available to try out — Facebook has just heralded their arrival via Twitter, mere hours before founder Mark Zuckerberg’s appearance on 60 Minutes.

People were expecting the new Pages to go live tomorrow, but it seems they’re up and running now. Simply click on Facebook’s announcement to activate yours and check out all the new features, including revamped personal info, more prominent pictures, top interests showcased as images, more descriptive relationships and more.

Check out Facebook’s video and Mashable’s walkthrough below:

Twitter has started inviting a select group of users to test a new analytics product. This has been rumoured for months now, and a Twitter executive said earlier this year that Analytics would debut by the end of 2010.

With Twitter Analytics, users will be able to see a plethora of data about their account; for example, information about which tweets are most successful, which tweets caused people to unfollow, and who the most influential users are that reply and retweet their messages.

In the images below, you can see how some of this data is charted. A bar graph over 6-hour increments shows you mentions, follows and unfollows, for example, and you can filter tweets by categories that are defined as “best,” “good,” and “all.”

Screenshots

In what will no doubt come as a blow to the third-party vendors that are already providing similar tools, we’re hearing that the product will be free and that Twitter has no immediate plans to charge – What do you think, is it just a rouse to get people using their warez and once they’re locked in slap a big monthly fee based on follower numbers?

Facebook is testing a new tool called ‘Mentions’. It crawls your friends comment threads and looks for common phrases or brand mentions and then aggregates them into a specialised feed.
Facebook Mentions
The development was picked up by Forbes yesterday, below is a screen shot of the beta in action.

It’s also worth pointing out that the feature is not limited to what your friends are talking about, but also what Groups and “Liked” Pages (pages) are discussing as well. See below, where an NPR update appears in the mix:

I’m sure you’ll agree that this is something that has obvious benefits for any word of mouth activity, competitions or new FB pages etc – However, do people really care what their ‘friends’ are jabbering on about?

What are your thoughts?

I thought I would introduce you to the world of doughnuts and coffee – Lightly dusted with a solid gold engagement strategy.

Dunkin’ Donuts is all about highlighting its customers via social media. It is always running social media contests, such as last year’s “Keep It Coolatta” sweepstakes, the recent “Create Dunkin’s Next Donut” contest and the current “Ultimate DD Coffee Fan” search. On Facebook, the brand also currently features a “Troop of the Week” as its Page profile picture, showing its support for America’s heroes, as part of a larger partnership with the USO.

DD Winner

(Troop of the Week )

Dunkin’ Donuts focuses on showcasing passionate fans. They’re unashamedly passionate about the brand, staff and stores. If you’re not a doughnut fan, then stay well clear.

Put simply a fantastic piece of community engagement resulting in a supper charged fan base.

(Last years UGC Doughnut Competition)

During the third quarter of this year, Facebook served up 297 billion display ads, representing 23.1% of the market and more than twice the share the company held at this time last year, according to data from comScore. At that pace, Facebook is now serving more than 1 trillion ads per year.

wonderbra-advert-420x294

Facebook also now has a huge lead over the next closest publisher in the display ad space, Yahoo, which, by comparison, garnered nearly 141 billion display ad impressions. Microsoft ranks third with 5% market share and Google sits at fifth place with 2.7%.

In total, display advertising impressions for the quarter were up 22% year-over-year — a significant increase that represents a strong rebound for the display advertising space.

Brands have been ‘unoffically’ using Facebook’s places and Foursquare to reward their customers for a while now.

As we expected, Facebook’s decided to allow businesses to build this feature into their geo-location ‘places’ feature;  it’s called ‘offers’.

SpecialOfferSign

The new platform will allow people to find deals nearby when checking into a location on Facebook. So if you’re out and about and looking for a restaurant, you can see all the places on the block that are offering discounts (I say block as it’s only available in the US at the moment). Or, users can find out about deals ahead of time. Checking in gives you a virtual coupon on your phone (only iPhone for now), which you present to the cashier (I imagine people will also be able to redeem online soon too).