Ltap Research: Social TV

Showing posts with label Social TV. Show all posts

Monday, October 16, 2017

#SocialSkim: LinkedIn's New Sales Navigator, Snapchat's Transformative Feature

This week: Snapchat's feature that will transform how people use the app and how businesses will be discovered; LinkedIn's upgrade of its Sales Navigator, and what it means for marketing and sales; which social network just surpassed Netflix for online video viewing; Twitter's new bookmarking feature to help users stay organized; how and why to use two-person Instagram Live Stories; Taylor Swift to launch her own social app; how social media could improve teenager self-esteem; more...

Skim to stay in tip-top social media shape!

1. Snapchat's Context Cards will transform the way people use the app

Snapchat introduced Context Cards, a new feature that enables users to swipe up on Stories and Snaps with its generic venue-specific geofilters to retrieve detailed information about a specific location—whether a restaurant, bar, hotel, or county fair.

Context Cards populate relevant stuff that users want to see, like reviews, comments, directions, contact information, and more from Snap partners TripAdvisor, Foursquare, Michelin, and OpenTable, among others. Oh, and users will also be able to hail an Uber or Lyft with a few clicks to get to that spot.

It's a brave new world for Snapchat to explore, blending the added value that apps like TripAdvisor and Google Maps provide, with the word-of-mouth and implied recommendations provided by users' most important digital reference group: their Snapchat friends.

2. LinkedIn's Campaign Manager and Sales Navigator become one

LinkedIn's research shows that marketing and sales teams don't work as hand-in-hand as we'd like, meaning marketers' ability to precisely target the leads the salespeople are working on is less than ideal.

Fear not: the professional social network will now integrate its Sales Navigator platform, used by sales teams to track leads with its Campaign Manager so marketers can more effectively target and advertise to the leads their colleagues are pursuing.

Marketers will still control creative and budget, but they'll also now be able to market directly to the companies their sales reps have pegged as leads, and the sales team will be able to get important insights into how prospects are interacting with marketing campaigns.

3. Guess who just surpassed Netflix for online video?

YouTube might still be the most watched video service in the world by a very wide margin, but Facebook just clawed passed Netflix to take the number two spot.

A recent study from Ampere Analysis shows that although YouTube boasts double Facebook's number of eyeballs watching video, Zuckerberg's social network video content is being watched at least once per month by 32.8% of Internet users in the study.

Facebook's Instagram also made a surprise visit to the top 10 with 15.9% of Internet users watching videos on the platform—coming in at number four, just behind Netflix.

Netflix users might certainly be more highly involved in the service than Facebook users in theirs, and watch for longer, but the study shows that Facebook is becoming a major player in online video—and marketers must prepare.

4. What marketers need to know about two-person Instagram live video

Instagram is in the process of rolling out the ability for users to bring a second guest into their Instagram Live Stories, meaning you have a new platform to show off your products or services with live Q&A sessions with experts, livestreams with influencers, interviews, customer testimonials, and much more.

The new feature could help brands get more personal with their followers and communicate in a more familiar, less salesy manner than traditional marketing tactics. But just how exactly can your company plan effectively for a two-person live video on Instagram, and what steps are important to take prior to pressing "go live"? Social Media Examiner's got the answers.

5. Facebook's new AR tool will let you attend concerts and sports matches with friends

The social network plans to release an app called "Venues" next year that will let users with augmented reality gear watch live concerts, attend movie premieres, and view live sports matches, "all around the world with friends" and others.

The app, produced by Facebook's own Oculus system, could spell trouble for third-party AR apps like FoxVR, since the Facebook-produced app might be given preferential treatment in the Oculus ecosystem.

Facebook's proclaimed goal is to get 1 billion people involved in AR next year. Why leave the comfort of your own home?

6. Twitter's new bookmarking feature sure to please the masses

Ever come across an article tweeted by a crazy that you want to save to read later out of pure curiosity, but been hesitant to favorite it with Twitter's heart symbol in fear that your followers think you agree with it? Soon you won't have to.

Twitter is developing a bookmarking feature, for now dubbed Save for Later, that will let users create a separate list of items they want to refer to in the future. Such a bookmarking feature, already launched on Facebook years ago, has been frequently requested by Twitter users, and it appears the social network is willing to give fans what they're asking for. Now if only it could turn around Twitter's seemingly endless bad luck.

7. Messenger could lose out to Snapchat and Instagram by 2021

eMarketer has revised its growth expectations downward by 9.4 million users for Facebook's Messenger after a study's latest figures showed more robust engagement among teens on Snapchat and Instagram.

That's not to say Messenger won't still dominate the chat market, but it could suggest Messenger needs some design work and new ways to keep its youngest users engaged.

eMarketer's also suggested that the number of apps used by Americans will decline next year as consumers "consolidate their behavior into fewer apps," particularly likely with apps like Messenger and WhatsApp, which are slowly integrating new features that make it less necessary for users to leave the apps' environment.

8. All you need to know about YouTube in 2017

YouTube can sometimes feel like a world apart from other social platforms, including Facebook and Twitter, but as those latter networks continue to push farther into video, it's imperative that your brand understands just how tremendous YouTube's reach is, how it's becoming more social, and what type of content takes the cake among its users.

Filmora's infographic hits the nail on the head with the key stats, from what percentage of viewing comes from mobile devices and what terms are most searched for to whether bloggers, gamers, or scientists and technologists boast the most content on the platform. Consider it a crash course before your team strikes YouTube off its social media strategic plan.

9. Living that Swift life: Taylor Swift to launch a social media app dedicated to her

Look what you made her do. The country-turned-pop princess has announced a late 2017 launch of The Swift Life, a dedicated social media app to let Swift fans connect with each other, see exclusive pictures and video, and just generally follow her every move.

The Swift Life will feature Taylor-inspired emojis (called Taymojis), replies from the singer herself, and the chance for users to listen Swift's music via the app.

It could all be tied to Swift's and Ticketmaster's recent announcement of a sort of pay-to-play ticketing system that puts fans that have purchased the singer's albums and interacted with the Swift brand on social media further up in the online queue for concert tickets. We'll just have to wait and see.

10. Just a question of time: Instagram launches Facebook integration for Stories

You know that top section on your Facebook app that's filled with empty circles where your friends' Stories are supposed to go? Those might soon be filled. Instagram has rolled out the ability for its American users to cross-post their Instagram Stories directly to Facebook, and Facebook might be working on a tool to do the opposite, too.

The move follows Facebook's struggle to make Stories work on its platform, so apparently it decided it was time to take advantage of Instagram's 250 million-plus Stories users, an impressive number that's surpassed Snapchat's despite Instagram Stories' much shorter existence.

11. We'll wrap with a diverging view: social media's positive influence on teenagers

We're bombarded—seemingly weekly—with stories about the dangers social media can pose for its youngest, most impressionable users. But can media, and particularly one that's social in nature, be an absolutely good or bad thing?

Some academics and therapists think the overwhelming number of warnings about social media's negative influence on young users' mental health overshadow to a great extent the benefits such platforms can have.

Some teens, they argue, experience boosts in self-esteem when viewing their own Facebook profiles, which often highlight their best traits and help users remember what's best about themselves. Other studies show that social media serves as a critical source of social and emotional support for countless teens that they can't find elsewhere, particularly for marginalized teens in difficult circumstances.

Social media is an integral part of society—and here to stay—so parents, teachers, and mentors must be ready to guide youth on how, and how not, to use social media wisely.

Friday, July 22, 2016

#SocialSkim: What All Marketers Need to Know About Messaging App 'Line,

This 'Skim might hold the record for the most messaging-app news to date. We lead with everything you need to know about hot South Korean messaging platform Line, which has its sights set on the US.

We'll also jump into Snapchat territory to explore its push to bring movie studios and TV partners aboard.

Also: how you can now target your Facebook Live streams at the right audience, and seven simple best practices to grow—and engage—your audience on Instagram.

Skim to sail smoothly!

Everything marketers need to know about Line and its impending move to the West

It might be smaller than Facebook's WhatsApp in terms of user numbers, but South Korean chat app Line's $1 billion revenue in 2015 blows WhatsApp's $49 million out of the water. Now, with its eyes set on the New York Stock Exchange, Line is poised to enter Western markets, and marketers need to know what makes it different.

Line boasts 218 million monthly active users and makes a quarter of its revenue by selling stickers. Weirdly enough, the chat app also has physical stores, where it sells merchandise based on its sticker characters—to the tune of $20 million in the first three months of 2016!

But Line is much more than a chat app: It has a built-in mobile payment system, and it lets users hail cabs, stream music, and even find part-time jobs. It also allows brands to create their own pages on the platform, letting them send messages to their followers.

Although the app has so far struggled to attract a solid user base in the US, offering public shares on the NYSE after its recent IPO could change the equation.

1. Surprise: Snapchat courting movie, TV partners for Discover

Snapchat Discover, a dedicated section of the app that currently plays host to Web videos from publishers like BuzzFeed, might soon get a Hollywood makeover. The messaging app's head of content is making the rounds at major TV networks and film studios in an attempt to make Snapchat more of a premium video destination.

The hope is to lure more scripted content to the platform, but high ad minimums and a lack of a clear path to profit seems to be hindering the big studios from committing... at least for now.

2. Facebook Live audiences can now be segmented

Well, for some of us. Those who use the social network's application programming interface (API) now have the ability to limit their Facebook Live audiences by location, time zone, language, age, and gender.

Broadcasters can name up to 25 countries where users will or will not be able to see a live stream, and they can also name regions, cities, and ZIP codes where residents should be included or excluded.

Along with the new targeting options come extended streams, meaning Facebook now allows these same publishers to post days- or weeks-long streams for things like zoo cams. Bring on the pandas.

3. Snapchat integrates Bitmoji, will let users create custom emoji for Snaps and chat

Bitmoji, a separate app that allows users to create personalized emoji avatar to represent themselves, can now be linked with Snapchat. The integration means users can connect their Bitmoji app to the ephemeral messaging app in its settings, and use their custom avatars within Snaps and chat on the platform.

The feature is likely to please a niche Bitmoji audience on Snapchat, but could also be ideal for any brands that can re-create their mascot or build a persona via the Bitmoji app to be used in communication on the platform.

4. Instant Articles come to Facebook Messenger

Before, all links previously shared within Messenger loaded within the app's mobile browser—a slow process, particularly in areas with bad connectivity. Now, Facebook is bringing to Messenger the same lightning-fast load speeds Instant Articles brought to its flagship app, hoping to boost page load times by as much as 10 times.

Like Instant Articles on the Facebook app, the new Messenger capability also features interactive maps, audio captions, zoom into high-res photos, and the ability to like and comment on individual parts of an article for publishers who sign up for Instant Articles and let the social network host the content.

Instant Articles for Messenger recently launched on Android, and will be available on iOS in the coming weeks.

5. Snapchat looking at ad product that targets based on what users snap

According to a patent filed by the company, it appears the messaging platform has been exploring a product that allows ads to be targeted at users based on the objects in their Snaps.

The image recognition technology would be capable of serving hyper-relevant filters, ads, and coupons to users. For example, a Snap of a coffee might serve you an ad from your local coffeehouse, with a 20% off coupon included.

Snapchat declined to comment on the developments of such a capability, but we'll keep an eye out on your behalf, because this sounds cool.

6. Facebook's new ad tool targets those likely to use your apps, not just download them

It's called App Event Optimization, and it gives advertisers the ability to target their app install ads at users most likely to complete App Events such as in-app registration, initiate check-out, make a purchase, view content, and more.

Marketers can choose which category of App Event they want to home in on, and Facebook will serve their associated app install ads to the desired target group.

This is big news, particularly when faced with hard numbers such as only 6% of people who download an app still use it after 30 days.

7. Anyone can now apply for verified, blue checkmark status on Twitter

Twitter this week rolled out a way for any organization or peson to apply for verified status on the platform, meaning it may have just become a little bit easier to get that highly sought-after little blue checkmark on your profiles.

You can head over to the social network's Help Center to get started, but know that Twitter has a checklist of questions as a vetting process.

Aside from basic info such as verified phone numbers and email addresses, you'll have to provide some justification for why your account should be verified—such as a company mission—and provide URL links that support your request. Good luck!

8. Build your audience with these seven Instagram best-practices

It's time for you to start thinking about Instagram as more of a marketing tool than just a social network. A new Sprout Social infographic dives right in and digs out some key insights that can help boost engagement and earn new followers.

Covered in detail: how great visuals affect buying, how to get your audience to participate, what days and times are most optimal for posts, how to tell great stories, and how to make Instagram analytics work for you.

9. Why social media is a powerful tool in B2B sales

As the world continues to join the social media revolution, and as technology advances, so do the chances of finding your prospects, targeting them at an increasingly granular level, and converting them.

Social has provided B2B marketers unprecedented access to a wider pool of consumers, and a tool for crafting and managing relationships like never before. Check out where social's big advantages lay and how to start making it work for your B2B team!

10. We'll wrap with the role of social media in a military coup attempt

A Turkish military group's coup attempt early last Saturday morning against an elected government marked a pivotal shift in that same government's use of social media during times of crisis or opposition.

In recent years the Turkish government has frequently taken the country's access to social media channels offline in an effort to quell opposition and criticism, resorted to prosecuting journalists and apparently even pressured social networks to censor their own users.

Last weekend, however, Turkey's president and his government unleashed a social media blitz on Twitter, Facebook, YouTube, and even FaceTime, asking supporters to share their message and descend into the streets to stop the takeover. And it worked, as protestors faced down the military, which in recent decades has launched four successful coups.

A government that has censored opposition voices found out it can be to its advantage to allow the freedoms it has denied its people.