The Social Scoop: July 2015

Posted by: in Advertising, Media & Engagement, Social Media Insights & Trends on July 31, 2015

And just like that, the social updates you knew from June are tweaked, more defined and bound to change again before next month. It’s a beautiful world of social that we live in, but you’ve got to keep up with the trends. Facebook, Twitter, Snapchat and YouTube have made some big changes to their platforms in July and we’re sharing the Social Scoop here!

Facebook: ‘See first’ -Good for Users, Bad for Marketers?

What It Is

Last month, Facebook announced it was launching a new feature called ‘See First’ in which users can select who/what they want to see at the top of their News Feed. The concern for brands, is will your Page be on users’ ‘See First’ list

How It Works

  • ‘See First’ allows users to prioritize up to 30 Pages, friends, and/or groups they want to see first in their News Feed
  • Everything is set up through the user’s News Feed preferences, where they can:
    • ‘prioritize who to see first’
    • ‘unfollow people to hide their posts‘
    • ‘reconnect with people you unfollowed’
    • ‘discover new pages’

What It Means For Brands

While this new feature is great news for consumers, it’s not so great for brands. Quality of content is always key, but brands will have to revisit their social strategies and step up their game in order to avoid falling by the wayside. Getting content in front of your followers will be the challenge, but once your brand has made it into your followers ‘See First’ list, you’ll know that your content is impacting the right people. While brands cannot tell their followers to list their Pages as ‘See First,’ there is a twist here. This new update brings changes to Facebook’s algorithm, in which Facebook’s “Discover New Pages” will choose similar pages as suggestions for users based on the Pages they have liked. Brand recommendations are based on user experience now, so targeting the “Discover New Pages” section should be part of your strategy.

Facebook: The Floating Video Has Arrived

What It Is

Video, on video, on video. Facebook understands the power of the video and they’re letting everyone know. This month Facebook is testing out a new feature that allows users to detach a video from their News Feed and move it to a different location within the browser to view while scrolling through other content or to save for later. This is only available on desktop as the feature rolls out to some users.

How It Works

  • The option will be built into the video player so that when users click the icon, the video will detach from it’s original source, and allow users to drag the video to a different/preferred section of the website browser
    • Users select the small box, within the larger box on the video screen in the lower right corner to detach the video and enable it’s relocation

What It Means For Brands

Users can watch more videos at one time, as they can continue to scroll through their News Feed, and pull out the videos they want to reserve for later viewing. This feature encourages users to view longer and remain on Facebook “video” for all of their video viewing needs, so the more video content you produce and share on Facebook, the great chance you have that consumers are watching all of your content.

Facebook: Taking Another Step Forward In E-Commerce

What It Is

Facebook is building shops within Facebook Pages that allow brands to showcase their products directly on their Page. This is another part of Facebook’s push into e-commerce, which also includes money transferring through Facebook Messenger and the buy-button, introduced earlier this year to increase the online experience, from discovery to purchasing on one platform.

How It Works

Within the “Shop” section of the Facebook Pages, businesses now have the opportunity to showcase their products directly on the Page. Users can make their purchases without leaving the site.

What It Means For Brands

This new feature gives brands a secondary platform to connect with its primary audience. Users spend roughly 80% of their time on mobile apps, smartphones, tablets, or computers and Facebook has created a way for brands to utilize this by putting buying options on the Pages platforms.

Snapchat: Talk About Updates!

What It Is

Snapchat is making a LOT of moves (at once)! The days of ‘hold-to-view’ is a thing of the past, users can now “Add Nearby” friends (in bulk) to their snap contacts when in close proximity of others, and a new two-factor security authentication feature makes it harder to hack another user’s account.

How It Works

  • Viewing: Users can simply tap on a snap they want to view without holding down on the picture for the entire viewing time. Users can also tap through snaps or swipe down to close the story.
  • “Add Nearby:” Under ‘Add Friends’ there is now a tab called ‘Add Nearby,’ which allows users to add contacts (either one at a time or in bulk) who are in close proximity to that user.
  • Security: The newest security feature can be enabled from the ‘Login Verification’ menu in the app’s main settings.

What It Means For Brands

This new update makes it easier for users to view content on Snapchat. Again, content is key – advertisers don’t want to worry about their ads being skipped over because users can tap through or swipe down to exit their content without actually viewing it. The ‘Add Nearby’ is a nice opportunity for brands that are using Snapchat to connect with users who are in close proximity to their businesses, and in return, users can discover brands that are on the platform that they may not have realized have a Snapchat presence. Additionally, the new security authentication should be built into a brands social strategy and required for all community managers and admins to keep accounts safe and hack-free.

Snapchat: ‘Stories’ Has A New Look

What It Is

Snapchat has redesigned their Stories section, prioritizing content from media partners over pictures from a friends.

How It Works

  • When users open Snapchat, the updated Stories ‘tab’ features (in this order) personal stories, ‘Discover,” ‘Live,’ recent updates and all stories
  • Users will still see friend content, but they will have to scroll down to find it
  • “Discover’ content still exists on its own tab

What It Means For Brands

Now media content very hard to ignore. Snapchat is continuing to find ways to monetize its app and this is their way of boosting engagement without disrupting the activity from it’s core user base. Surfacing content in more areas of the app will help with ad revenue (more viewing opportunity) as well as boost user interest in branded content.

Twitter: Are Your Tweets Being Indexed On Google?

What It Is

In May, Google and Twitter announced their partnership, enabling tweets to show up in Google search results on mobile devices. Since then:

  • Stone Temple conducted a study that looked at several factors which may be influential in Google’s tweet selection
  • The data showed that tweets from profiles with higher follower counts were appearing more often in Google search results
  • Tweets with higher social authority based on Followerwonk’s metrics for social authority also showed up more often

What It Means For Brands

Of course it wasn’t going to be as simple as just tweeting and having your content show up on the top of Google search results! Google has made it clear that a brand’s Twitter presence and authority will provide major value to SEO. It also means that handles with a lower following and less authority may still be missing out on having their tweets indexed.

Twitter: Say Hello to Auto-Expanded Link Previews

What It Is

Twitter continues to strive for visual excellence, rolling out auto-expanded link previews (to a small amount of users) that will show content previews automatically for links provided in tweets.

How It Works

  • Expanded previews are a new Twitter card opportunity that the platform has rolled out to advertisers (Summary card with a large image)
  • Advertisers must enable the card in order for users to see the auto-expanded links

What It Means For Brands

Brands have a higher chance of engagement when posts include a large image. Tweets with auto-extended links will allow brands to tweet out richer content that’s more visually appealing to followers, but keep in mind, it’s going to cost you!

Twitter: What’s With All the White Space?

What It Is

Twitter has removed wallpapers from users’ home and notification timelines – everything is white. Users can only see background images while logged-in and on public pages (i.e., Tweet pages, list pages, and collection pages).

What It Means For Brands

By removing the ability to have user’s change their background, Twitter has taken away the uniqueness of each user. They have essentially unbranded everyone – so once again, your content is key. There is nothing else that drives people to your Twitter Page at this point, other then your content and brand interest.

YouTube: Mobile Videos Are Lookin’ Good

What It Is

YouTube is focused on ‘mobile, mobile, mobile’ and their latest update reflects just that. They have redesigned their mobile app to optimize a vertical video mode to display better content. In addition, they have streamlined their app to include tabs that focus on a user’s homepage, videos users subscribe to, and account pages.

What It Means For Brands

More than half of YouTube’s views come from mobile devices. With this new update, brands have the opportunity to engage more users with mobile friendly versions of their videos, keeping users on their channels longer from their mobile phones, and giving them the freedom to continue to explore brand channels directly from their mobile device. YouTube (and the rest of the video sharing world) has discovered that vertical videos better fit the aspect ratio of smartphones and now brands have the ability to utilize this to optimize video viewing. But just keep in mind – you’ll have to size your videos to ensure they match the new mobile sharing specs.

Special contributions to Chantelle Patel, W2O Shared Media Intern

 

 

By: Samantha Hershman

Account Manager, Consumer, WCG World, a W2O Group Company New York, NY

Find me on: Twitter
Pre-Commerce Check out W2O Group President Bob Pearson's new book, Pre-Commerce, in which he shares ideas for leaders to engage directly with customers to shape their brand and marketplace success. Now available for order on Amazon.com! http://amzn.to/bAmvFN. Join the conversation #precommerce.

Path for ‘Cures’ Act Needs Patient, Physician Stories

Posted by: in Communication Strategy, Healthcare Insights, MDigitalLife, Social Media Insights & Trends on July 30, 2015

Something unusual happened in Congress in early July — an overwhelming bipartisan approval for a health care bill. But despite the 344-77 vote for the 21st Century Cures Act, the increasingly vocal opposition from oft-quoted critics of pharmaceutical, biotech and device companies should be taken as a warning sign for advocates who want to see this measure become law.

The bill is designed to boost drug discovery and help get patients with rare diseases additional access to treatments and cures, mostly through various reforms of the FDA approval process as well as additional funding for the National Institutes of Health.  (The Regulatory Affairs Professional Society has done a terrific explainer for those who want to dive into the deep details.)

More than 700 groups, from the Alzheimer’s Association to the American Society for Clinical Oncology, to patient-focused rare disease groups to companies and trade associations in the pharmaceutical, biotech and devices spaces, support the Cures bill. That support has shown up in traditional spaces such as Capitol Hill visits, as well as digital campaigns on Facebook and Twitter (#Path2Cures, #Cures2015.)

As it should be, the focus of these efforts has been on the benefits for patients with challenging diseases. Even rank-and-file House members have gotten into the act, such as in this short video from Rep. Reid Ribble (R-WI).

The critics emerge

Yet now with the bill headed to the Senate, that kind of organized support may be even more important. Media-friendly experts such as Rita Redberg, editor of JAMA Internal Medicine, and cardiologist Steve Nissen of the Cleveland Clinic, are being quoted in articles criticizing the Cures bill. The New York Times’s editorial board, often taking cues from the opposition groups, criticized the legislation last week, though it stopped short of saying the entire effort should be scrapped.

The challenge now for those who want to see the bill through the Senate – in addition to trying to avoid big arguments about petty differences as the process unfolds — is to continue to emphasize the real world impact the bill would make. Patients who could benefit from expanded access to “compassionate use” of drugs should be front and center. Groups who want to see “patient experience data” folded into regulatory decisions – because different patients may have different risk tolerances – should be talking more often. And, to reflect the widespread backing for increased research funding that is in the Cures bill (nearly $9 billion extra for the National Institutes of Health over the next five years), scientific experts should be explaining over and over the need for new discovery.

Where are the physicians?

A quick review of our MDigitalLife database—a validated list of U.S. doctors with digital footprints—suggests that physicians aren’t out in droves driving the conversation. That means some of the most trusted voices on the subject of medicine haven’t been heard from yet, and doctors could yet shape this debate. Communicators trying to line up new wrinkles for the continuing campaign to pass the Cures bill should consider engaging with physicians. As our colleague Greg Matthews has written, physicians are not only active on social media, they often influence news coverage.

Conversation about the Cures bill seems likely to spike again in mid-September, when a hearing or hearings could be held in Senate committees. We’ll continue to monitor and look for new and old voices influencing the debate as action develops over the fall. Senate leaders have signaled that they will write their own version of a Cures bill, which could extend the discussion about this legislation until early 2016.

Reporters covering the legislative process will likely focus on the lobbying effort and the political clout of the industries backing the bill. This makes the real world stories – and the use of paid, earned, shared and owned content online – even more important for a successful campaign in the months ahead. The next treatment or cure could be dependent on it.

By Gary Karr and Brian Reid

By: Gary Karr

Find me on: Twitter Facebook
Pre-Commerce Check out W2O Group President Bob Pearson's new book, Pre-Commerce, in which he shares ideas for leaders to engage directly with customers to shape their brand and marketplace success. Now available for order on Amazon.com! http://amzn.to/bAmvFN. Join the conversation #precommerce.

Save the Date for the PreCommerce Summit in London!

Posted by: in Analytics, Communication, Communication Strategy, Connected Content, Content, Digital Health, Healthcare Technology, Innovation, Insights, Pre-Commerce, Social Media Insights & Trends, Software, Technology, Thinking Creatively, Thought Leadership, W2O Group on July 27, 2015

PreCommerce Summit London

The W2O Group PreCommerce Summit London 2015 on Monday 14 September in London’s City Hall will focus on how we live, work and create in the digital world, and the challenges of the generational digital divide. With technology at our fingertips, we are living in a time where having multiple online personas is normal; work, life and play meaning that we have never been more empowered to control what information we want, when we want it and how we want it. But is being connected making us more disconnected?

Coinciding with London’s Social Media Week, our event convenes industry leaders, senior marketing and communications professionals, entrepreneurs, influential journalists and bloggers from across a broad range of industries and interests. Our distinguished panel includes:

·         Marvin Chow, Senior Director at Google

·         Jessica Federer, Chief Digital Officer at Bayer

·         Anna Gruebler, Artificial Intelligence specialist

·         Dina Rey, Head of Digital at Roche

·         Kriti Sharma, VP Data Strategy at Barclays

·         Simon Shipley, Marketing and Innovation Manager at Intel

·         Anita Yuen, Global Head of Digital Fundraising at UNICEF

We will be sharing more information about our panel, new members, as well as event highlights and topics in the coming weeks.

The event is by invitation only, so to reserve your seat, please do so early at W2O events.

See you on 14 September!

By: Annalise Coady

President of Twist Mktg

Find me on: Twitter
Pre-Commerce Check out W2O Group President Bob Pearson's new book, Pre-Commerce, in which he shares ideas for leaders to engage directly with customers to shape their brand and marketplace success. Now available for order on Amazon.com! http://amzn.to/bAmvFN. Join the conversation #precommerce.

Millennials Unplugged: Entertainment Habits

Posted by: in Millennials Unplugged, Pre-Commerce, Social Media Insights & Trends on July 21, 2015

We were wondering what the entertainment habits are for millennials vs. boomers, so we did our latest survey on this topic.  Here is what we discovered:

 Millennials really do like to exercise – One might think Millennials only relax via texting, social media, or playing video games if we play to stereotype, but Brittany has always vouched that they are not as reclined as we think. More than half of the Millennials we surveyed said they would rather spend time outside or exercising in order to relax.  The rest of Millennials, of course, were split up between going on social media, watching a movie, playing video games or doing something else that didn’t involve breaking a sweat.

The new play station is the phone – millennials used to have to wait to get home to play a game via their play station or Xbox or computer.  What an enormous drag on their time.  Now, games can be played anytime, anywhere on your phone.  It’s clear that millennials, who have grown up with phones and know all of the tricks of how a phone can really work (unlike the boomers) prefer to play mobile games.  Brittany will often play 2048 on her iPhone when waiting in line at the Smoothie Bar, for example.  Bob just gets a smoothie and is thrilled he did this vs getting a milk shake, which is what he really wants.

“Game churning” is the new normal – It’s quite difficult to ask any millennial what their favorite game is, and that is because of the variety of games/apps available today. They tire of games quicker than in the past, since you can play more frequently.  There appears to be a fatigue factor with any game that is simply reached quicker when you play today due to this frequency.  Millennials don’t think twice about deleting the app or throwing out the game and picking up another one to play.  Game churn is real.  Popular games for Millennials, at least who we heard from, include Heads up, Candy Crush, FIFA, Madden, Call of Duty, 2048, Bubble Shooter, and Tinder (if you consider that a game).

Big screens still win – 63% of Millennials surveyed said that their favorite place to watch a movie is on their TV at home and 25% would rather visit a movie theatre. Back when the Boomers were growing up, that was the consensus as well…yet there wasn’t an option to show a movie on one’s iPhone, tablet, iPad, computer, etc. It is looking like big screens will continue to win when it comes to entertainment.  Gaming on a phone, sure.  Sitting down to watch a movie for 90 minutes?  The couch and a big screen will always be more fun.

Laughing is important…for every generation – When quickly asked, “What is your favorite genre of movies?” a typical reply is “Comedy, why?  Simple. No matter who you are, everyone always wants a good laugh! Millennials are all about the humor and positivity that comedic movies give off…and that’s no different than a Boomer’s opinion.

Four habits fill up our free time – If you give a Millennial 25 free minutes, they’re probably all going to be doing the same exact three or four things: sleeping, watching Netflix, checking up on social media, or working out. When we have an extra 25 minutes, we tend to either distract ourselves, do minor tasks, or sleep…which shows Boomer Bob what he has always been saying may be true. If you are distracted constantly via text, email, or other interruptions…we don’t bounce back well and we will do things of lesser importance.  He wonders if these 25 free minutes are really us dealing with the interferences of life or are we truly finding time to replenish our soul, so to speak.

Ubiquity of content leads to binge watching of TV Series – if you can watch your favorite content on any device anywhere you are, your habits change.  For Millennials, 85% prefer to watch episodes from a TV Show Series, rather than a single movie. The ability to watch anywhere, anytime plus Netflix and Amazon’s services leads to binge watching and binge watching favors television series.

Are you really paying attention? – It is becoming more prevalent for us to watch TV or a movie, while we are checking a second screen.  We asked Millennials what exactly they are doing on their second devices while simultaneously watching the TV. Most are on Instagram or Twitter, checking up on latest posts. The rest are split between Snapchat, texting, and even shopping online. Basically, no matter what is on the big screen, something is competing against it for our attention on the small screen.  Even Bob does it now and then.

Thanks for following our series.  Our next blog will be an interview with one of the world’s top experts in understanding children and entertainment, Ms. Nancy Zweirs.

 

Best, Brittany & Bob Pearson

 

By: Bob Pearson

Bob is the President of W2O Group, an independent network of digital communications and marketing companies. He is an author, frequent speaker and instructor for Rutgers center for management development. After the success of his book Pre-Commerce, Bob is currently working on a new book on the future of media titled Storytizing that will be available in 2014. Prior to W2O Group, Bob worked as VP of Communities and Conversations at Dell to develop the Fortune 500’s first global social media function -- an industry-leading approach to the use of social media, as highlighted in the best seller, GroundSwell. Before Dell, Bob was Head of Global Corporate Communications and Head of Global Pharma Communications at Novartis Pharmaceuticals in Basel, Switzerland, where he served on the Pharma Executive Committee. He also serves on a variety of Boards in health and technology. Highlights include serving as an original member of the P&G digital advisory board and being appointed by the Governor of Texas to serve as chair and vice chair of the emerging technology fund for the State of Texas.

Find me on: Twitter Facebook
Pre-Commerce Check out W2O Group President Bob Pearson's new book, Pre-Commerce, in which he shares ideas for leaders to engage directly with customers to shape their brand and marketplace success. Now available for order on Amazon.com! http://amzn.to/bAmvFN. Join the conversation #precommerce.

Thank You, Komen. Our Commitment to Fighting Cancer Runs Deep

Posted by: in Digital Health, Global Healthcare, Healthcare Insights, Healthcare Technology, Integrated Marketing, Thought Leadership, twist on July 14, 2015

KomenAnnouncement_800x600 (1)

Susan G. Komen, the world’s largest nonprofit source of funding for the fight against breast cancer, has been a key client of ours for almost 3 years. For many people at our firm, including myself, whose lives have been affected by cancer, it has been a deeply rewarding experience to work with such an impactful organization. And that’s why we were particularly honored when Komen named Twist Mktg, one of our subsidiary agencies, along with our partner iMedia Inc, the 2015 “Agency Partners of the Year”, for the design and development of the newly launched flagship Komen website.

Photo

(Pictured: John Huffstutler, Joel Macaluso, Dr. Judith Salerno, Jennifer Graeff, Colin Foster)

Together with iMedia, Twist Mktg implemented a much more survivor/co-survivor-centric approach intertwined with a warmer tone focused on delivering a world-class experience. Everyone was pleased with the increased engagement results that came shortly after the launch in September: 76% increase in site traffic, 59% increase in online revenue, and 12% increase in engagement (for October 2014). A strong focus on the mobile experience was also central to the strategy, and it clearly paid off, with a 69% increase in the number of mobile sessions compared to the same month in 2013.

Our Commitment to Fighting Cancer Runs Deep

Our firm’s effort in fighting cancer is part of a broader commitment that covers long-standing partnerships with several healthcare clients, ongoing support for cancer research and cancer advocacy groups, as well as cancer patients themselves.  Healthcare clients make up the foundation of our agency, with whom we focus on delivering “next-gen” insights enabling them to positively impact the health and wellness of their customers.  In fact, we currently work with more than 20 cancer-related organizations, many of whom develop game-changing cancer molecules, conduct needed oncology research, and run patient support programs. When you think about it, on any given day we probably have well over a 100 employees dedicated to helping our clients in the fight against cancer – but we know we are just scratching the surface.

Our commitment in this area extends beyond biopharma companies. Here are a few examples that show the breadth of our commitment:

Leadership and Service

We have several folks in our organization that are very involved in influential cancer organizations.

MDigitalLife Research

MDigitalLife is the world’s first and only database to link physicians’ online content to their national physician registry records. It maps the digital footprint of more than 500,000 health ecosystem profiles (including physicians, healthcare advocates and hospitals). It reveals how physicians around the world are using digital and social media to improve the health of their patients, the success of their practice, and to regain their voice as a critical player in the health system. Recently, it expanded globally, and now includes the online activity of over 7,000 physicians in 128 countries.

  • W2O Group has leveraged this data to fuel many notable projects, including but not limited to:
    • 3rd Annual Social Oncology Project– a report that pinpoints online trends around conversations that involve oncology. The 2014 report highlighted that breast cancer made up 19% of all cancer-related tweets, followed by lung cancer (9%) and prostate cancer (7%). We will continue to build this research to better understand who and what drives digital oncology conversation so we can then understand how to serve patients and advocacy groups online.
    • Decoding the Cancer Center Constituent- MDigitalLife partnered with GoodScout and MD Anderson to deliver specific brand preferences and key interests of individuals that currently follow the top 50 Comprehensive Cancer Centers in the U.S. This enables hospitals and health systems to better understand their customers which then informs what messaging and which spokespeople/sponsors will resonate with their audience.
      • In this video, Greg Matthews, founder of MDigital Life and Managing Director of W2O Group, discusses why, in the face of a changing model for care delivery, hospitals and cancer centers must understand their stakeholders as never before – and how the W2O Group’s SocialGraphics method can contribute to that.

This announcement by Susan G. Komen is fuel to our fire to continue to do our part, as an agency and as individuals, to contribute to the effort in ending cancer.

By: Colin Foster

With 20 years of experience in the marketing and communications space on both the client and agency side, Colin is a trusted innovator who can speak three languages (French, Spanish, and English), while remaining fluent in all things digital. As Managing Director of Twist Mktg, Colin stays focused on building out the firm’s footprint across the EU, US, APAC and key emerging markets. Colin currently juggles multiple healthcare, nonprofit and financial service accounts at commercial, corporate and R&D levels. Prior to jumping into the Twist world, Colin has lived in Argentina, Switzerland and has luckily (for us) landed in the US.

Find me on: Twitter
Pre-Commerce Check out W2O Group President Bob Pearson's new book, Pre-Commerce, in which he shares ideas for leaders to engage directly with customers to shape their brand and marketplace success. Now available for order on Amazon.com! http://amzn.to/bAmvFN. Join the conversation #precommerce.