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The PatchSocial media new features updates for marketers

April 2014

• Facebook organic reach stops falling… and a few tips to make it increase again!

• +Post is the first ad format on Google+• Lots of data to know if your content rules on LinkedIn• President Obama is on Quora. Your CEO should too

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Peak of the monthFacebook Ad spend in Asia almost inexistent

It means anyone doing FB Ads in Asia can be way more visible than competition ;-)

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FacebookNew look for Facebook Timeline

A new streamlined look for Facebook Pages with some consequences for brands:

• Tabs, the easy access to contests, apps or iframes, are less visible on the left side

• More static information fill up the left side of your Timeline

=> Important only in appearance. FB is now 70% mobile, and none of these changes impact mobile versions of Facebook. Focus on content and its distribution through targeted ads

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FacebookAutoplay video ads available soon

Facebook rolls our Autoplay video ads by late April: • Format is 15 seconds as expected

(same as Instagram: play natively and do your ads there!)

• Ads Autoplay but keep silent unless user click on this: be bold on visuals to get this click

• Day-parting will be available so that you chose when to promote your video ad

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FacebookFacebook organic reach stable after 2013 drops

Facebook reach now on plateau after two sharp decreases last year:

• After two drop in 2013, the reach of your Facebook page posts is now stable between 5% and 15%

• Free tip #1 to counter this drop: mention other Pages (you need to Like them as a Page before) in your posts, they will appear on these Pages to, reaching other users

• Free tip #2: repeat each post twice, with, say 2-3 days of difference. You will overlap max 30% of people who could have viewed the first edition.

30%

25%

20%

15%

10%

10k10k100k1m+

Page #fans

July ‘13 Oct ‘13 Jan ‘14 Mar ‘14

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Google+Google+ launches new ad format: +Post

Google+ launches +Post ad format:

• Any content you publish on Google+ can now be promoted, but it will be so outside of Google+, on the 2m websites of Google Display Network

• Ad are expandable, meaning they will expand upon clicking to include any comments and social

elements you originally have on the post on Google+

=> So work first to get a nice visual post on Google+ (Hangout, Video, Picture…), get social interactions on it and then promote it as +Post

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Google+Using Google+ in a social media strategy

A good wrap-up found of what you can do with Google+ on Bandt blog

• It's not "Google's Facebook": (almost) no ads, no storytelling power... but a platform which integrates all of Google products, from Youtube to Gmail and Android

• Google+ is a customized experience: you can add any of your follower or following in "Circles", and then address specific content to these segments.

• Google+ Communities (think of groups) are where people gather to discuss a common topic. Useful to get insights and take part in non-branded conversations

• Google+ is a SEO factor you cannot avoid. Anything you do there has a privileged place back in Google Search.

• New Google+ "+Post" Ad format allow any content you publish to be an ad which will be shown both in G+ and 2m websites

Check out how Cadbury, Ferrari and Android play with Google+

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TwitterTwitter launches Promoted Accounts ad in Search

Twitter ads Promoted Accounts in Search (after you could see them in your Timeline):

• You cannot (oddly) choose which keywords to be promoted on, Twitter will manage it with its algorithms

• It's a good idea to run these ads during a crisis management, to promote your "official voice" when people look for the info (think of #mh370 and Malaysia Airlines)

• The highly engaged users you can reach with this type of ads are 72% more likely to convert as buyers

Search box

Promoted result

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TwitterTwitter adds “Fave People” feature for better readability

Twitter "Fave People" feature could be its killer app:

• Twitter Timeline is notoriously crowded and barely readable

• By "faving" other users, you constitute more easily lists of people you want to read about

• Great tool for curation and monitoring of influencers you want to follow

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Twitter4 pictures in 1 on Twitter

Twitter adds new features to make it even more social and visual:

• You can now tag up to 10 friends on a picture shared on Twitter. Don't do it too much, it can be perceived as pretty spam

• Brands can now publish 4 pictures in 1 tweet, so you can be more creative and play with visual, which people share more anyways

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LinkedInMore data and advice on “who’s viewed your profile”

LinkedIn improves the "who's viewed your profile" page:

• You have now easy to read data on the type of people/position who saw your profile (recruiters, sales managers...)

• LinkedIn also provides you with tips to get more views on your profile

• Do use LinkedIn a lot for your personal branding, as it's checked very often even out of a recruiting context, do remember you can also apply to be an influencer there

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LinkedInComparative data on how your content fares

Two features on LinkedIn to help you know better your audience and message relevance:

• Content Marketing Score analyzes the impact of posts, for brands as well as Influencers

• Trending Content will show advertisers what their target audience is reading most to adjust its own messages

=> It's better to be a brand on LinkedIn, and you can be a better brand by following these insights to craft future content that matches people’s interests (not necessarily yours)

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PinterestPinterest ads available late April 2014

Pinterest rolls out its ad service late April 2014

• Like Instagram, the first client would need to spend $1-2m to be "first there”

• CPMs would be about $30-40, meaning a premium ad offering (for reference, CPM is about $0.6 on Facebook, $3-4 on Twitter, $5-10 on LinkedIn, $10+ on Youtube)

• Targeting can reach Categories (Food, Travel...), Location, Device, Age, Level of activity

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PinterestNew “Gifts” section for products only

Pinterest launches a "Gifts" section on desktop and mobile with only things you can buy:

• After opening "Explore" on a selection of categories such as Travel or Food, it's another move from Pinterest to act as a curator/aggregator of a specific type of items

• Unlike "Explore" sections, Gifts will display a price range (from $ to $$$$, eg <$50 to >$200)

=> Retailers can implement Gifts by adding metadata (see Pinterest for Developers) on their website, so that products can be featured (or promoted) in this Gifts section

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FoursquareNew “Gifts” section for products only

Foursquare launches "Tap to Tweet" ad format this April 2014:

• You can promote a message to users checking-in (= saying "I'm here!") in a location, so that they would share this message to their Twitter account

• Your message should include a ready-to-tweet message (with your campaign #hashtag, for instance)

• Price tag is $100k to begin with, but as other new ads, this price should be more affordable with time and a good combo to target early adopters

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QuoraPresident Obama is there. Your management?

Quora, the topic-based Q&A social network, sees Obama join as a verified member to answer topics on the Affordable Care Act:

• If you don't know Quora, think of a mix of a higher-end Yahoo Answers and Wikipedia, people can ask & answer anything and upvote results, the content is in most cases very qualitative

• If you are a CEO, and/or have a target of tech early adopters (hello startup founder & CTO/CMO!), you should be on Quora

• Just like any other social network, practice Quora like you practice gym: once in a week, an hour or two of answering & sharing your answer will build you a reputation on the long-run

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Thanks!

Agence Tesla, a social media agency in Singapore and ParisMartin.pasquier@agencetesla.com

Follow us on Twitter @agencetesla or www.agencetesla.asia

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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.