CommonSense Blog

Socialize: September 2013

By Samantha Hershman | Sep 24, 2013

The Consumer Team is introducing “Socialize,” the latest and greatest social updates you can find. We want our clients to be up-to-date with the latest in social media and we want them to hear it from us so each month, we’ll be sharing the new stuff, the next big thing and what’s hot. In September, we have taken a dive into Facebook, Pinterest, Twitter and YouTube to socialize what’s different across all channels and why it matters.  If you would like to be featured in the October updates, we would love to hear what you have to say.

What you need to know in September:

  • Pinterest Announces Promoted Pins
    • Pinterest will begin rolling out paid advertising in the form of “Promoted Pin’s” in users’ top results and search categories. Ads will be clearly labeled and no money will be collected from advertisers during the testing phase. http://mashable.com/2013/09/19/pinterest-promoted-pins/
    • Why it matters: Another way for paid and earned to work side-by-side in helping to increase the search results of branded Pinterest pages.
    • What you have to say about it: “Recently we have seen a number of brands seeking out Pinterest as a key channel for connecting with their audiences, so it was no surprise that the platform has decided to make the move to incorporating paid advertising. As an analyst, I hear time and time again that brands are starting to see higher site referral traffic through Pinterest so it’s a natural fit for the site to embrace e-commerce and advertising opportunities.” Natalie DeNike, Analytics, Austin, TX
  • Video Auto-Play Within Facebook
    • Facebook launched a test through mobile that will auto-play any user-uploaded videos when scrolling over. The video will stop playing once it slips off the screen. http://techcrunch.com/2013/09/12/facebook-tests-silent-auto-play-for-user-videos-in-mobile-feed-foreshadowing-video-ads/
    • Why it matters: Moving in the direction of automatic playing of paid content (ads). Content being uploaded to Facebook with auto-play may increase interaction & views. The more views / interactions, the more likely that videos will be seen in other’s news feeds.
    • What you have to say about it: “That’s just more interruption. At least Vine is muted initially when scrolling through. This might as well be another disruptive ad.” Spike Jones, Group Director, Austin, TX
  • Facebook Makes Conversations More Accessible
    • Select users will be allowed to search all public Facebook posts by using keywords and data strings. Rollout will begin with a small group of media outlets such as BuzzFeed, CNN, Slate, etc. http://bits.blogs.nytimes.com/2013/09/09/facebook-offers-new-windows-into-social-conversation/?_r=0
    • Why it matters: Future focus on targeted advertising, based on public and private information. This introduces another layer of analytics to understand what people are saying about brands and the content, and/or demographic information in private networks.
    • What you have to say about it: “Facebook’s new search features will provide much more depth to our analytics work with Verizon—particularly for unanticipated events like the NSA. We’ll be able to draw real-time insights into what users are talking about and the ways in which they’re communicating (e.g. Hashtags, video, images, etc.), as well as overall demographic information. Not only will our reporting become more robust, but our recommendations into Facebook engagement and best practices will benefit also.” Sarah Masel, Analytics Manager, New York, NY
  • Twitter’s New “Verified” Filter
    • Twitter introduced two new filter tabs to users with verified profiles; filtered (shows mentions based on algorithm to cut out spam) and verified (shows interactions with other verified profiles). http://marketingland.com/twitter-gives-verified-users-new-spam-verified-only-filters-for-mentions-58876
    • Why it matters: For users of verified accounts, you can filter conversations from other verified accounts – meaning you can/should have more meaningful interactions, faster (less spam).
    • What you have to say about it: “From a brand standpoint, I think the introduction is very helpful. As more brands continue to build an online presence, the ability to filter and organize relevant conversations allows for greater and speedier responses from the brand as they can hone in on the important interactions most impactful to their community.” Melanie Weiss, Account Manager, Los Angeles, CA
  • Offline Viewing Coming to YouTube
    • YouTube announced their new feature that will allow users to watch videos while offline. Content will refresh when internet connection is available. http://www.engadget.com/2013/09/19/youtube-offline-video-for-mobile-explained/
    • Why it matters: Pretty big deal – no internet connection required to watch videos. Think of this like DVR-ing your content for offline use.
    • What you have to say about it: “I think this development speaks to the ‘consumer is boss’ mentality.  The ability to download videos and view them at a time that’s convenient for you – where you may not have wifi, internet or phone service – makes it that much easier to consume content.  It also will be good service for emerging markets where internet access may not be readily available or mobile communications are lagging behind” Pete Collins, Group Director, New York, NY

For more detailed information, please view our deck.

Samantha Hershman & Erin Weinert, Consumer Team