Archives par mot-clé : marketing

#SocialSkim: Facebook Plans New Messaging App, Instagram Hooks Small Biz: 11 Stories This Week

In this week’s ‘Skim: Facebook looks to give parents more control with new teen messaging app; Instagram seems to win out over Snapchat for small business needs; Facebook, WhatsApp revamp photo features, filters, and albums; the only social listening tool that can dive into Reddit; why Facebook’s mid-roll video ads are underwhelming; top social media trends for B2B; and much more…

Skim for your breakdown of all the latest social media news!

1. Facebook reportedly working on new teen messaging app

Website The Information reveals that Facebook is working to develop a messaging app that will enable parents to monitor who their children are in contact with.

Based on code discovered on the flagship Facebook app, the new messaging platform—dubbed Talk—will allow parents to « fully control the contacts your child uses the Talk app to chat with you in Messenger. » No official word from Facebook yet, but the app is expected to let users even without Facebook profiles sign up.

In an age of cyber-bullying and objectionable content, Facebook just might be on the right side of history.

2. Small businesses look to Instagram more than Snapchat for services… by a mile

It would be easy to assume, at first glance, that Instagram’s progressive growth at the expense of Snapchat is due to its copying of core Snapchat user experiences, like Stories. But a deeper look reveals the navigability and advertising problem that plagues Snapchat’s future.

Users find Snapchat difficult to navigate; moreover, queries from small business for Instagram services (advertising) outpace those for Snapchat services 12-fold, according to Fiverr. That’s huge.

If Snapchat aims to change this situation, it must continue to release new ad units that can attract business of all sizes. Even so, the social network is certainly fighting an uphill battle.

3. Facebook Albums revamped, allow collaboration and more

Facebook Albums just got a major overhaul, with new features launching on Android and Web—with iOS soon to come. Users will be able to add videos, check-ins, and text posts to albums; showcase their favorite albums on their profiles; share and create albums with friends; and easily follow friends’ albums by signing up for notifications.

As Facebook continues to aim for more authentic sharing, it seems to be encouraging users to engage in a more visual form of storytelling, and its new albums update might just be the start.

4. WhatsApp embraces photos with new filters, albums, and messaging shortcuts

WhatsApp users on iOS were treated to a surprise trio of new features this week as the Facebook-owned messaging app got even more visual. WhatsApp added filters for all types of media, the ability to group photos into neatly organized albums, and a new form of reply shortcuts to cut down on inefficiencies.

Five new photo, video, and GIF filters give users a way to brighten up or give effect to their media before sending to a friend, and users who send four or more photos or videos will see their media automatically arranged into an album with a tile layout

The new reply shortcut means users can swipe on a specific message in a thread to reply directly to that content—a time-saving feature for people whose late responses often get buried in a busy group chat. There’s no specified timeline for an Android release of the same features.

5. One social listening tool finally lets brands tune in on Reddit

Listening to what your followers, critics, and best customers are saying about your brand on social can go miles toward not only helping your team optimize your social media strategy but also furthering your business objectives. You might use tools like Hootsuite or Buffer to keep tabs on conversations around your brand on Facebook and Twitter, but tapping into the more complex social network Reddit—filled with thousands of passionate, niche communities—has remained a mystery for most marketers.

Now, there’s finally a social listening and analytics tool that can crunch the Reddit data and gather insights for your brand. Brandwatch now provides its users with Reddit data at no extra cost and, for the right brand, that could go far in mining into the deeper feedback Redditors are seemingly more apt to provide.

6. Snap’s Spectacles land in Europe

Snap Inc.’s Spectacles are about to make a bigger splash than we think even the company predicted, with sales of the connected sunglasses rolling out across Europe online and via pop-up Spectacles selling bots in high-profile locations in major cities.

Snap will begin its European promotional tour with vending machines in London, Berlin, Paris, Venice, and Barcelona; it will announce upcoming locations 24 hours prior to launch. We’ll wait to see whether our neighbors across the pond are as keen on Spectacles.

7. YouTube ramps up push against objectionable content

Google’s YouTube is taking new steps to ensure that hateful content doesn’t fill users’ search results, and that those who publish such content don’t reap rewards from having done so.

The video-sharing social network took steps to disable advertising for users who post videos that constitute hateful content, the inappropriate use of family entertainment characters, or incendiary or demeaning content. YouTube did note, however, that the standards for what content is eligible for advertising on the platform remain different from what is eligible to remain present on it, meaning some objectionable content might not be rewarded, but could stay visible.

8. Facebook’s mid-roll video ads are apparently nothing to write home about

Three months after the ads’ rollout, publishers of videos on the social network are finally starting to see some results in the form of ad revenue from the testing of Facebook mid-roll video ads. But there’s a catch: The ads are working only about as well as the social network’s Suggested Video ads, which appear between two recommended videos.

Publishers noted, however, that even though it requires fewer views on YouTube to generate the same amount of revenue that they generate via Facebook mid-roll ads, Facebook provides a level of volume and scale that YouTube cannot match.

But how will Facebook users feel about being interrupted mid-video? That will be the true test, and the jury is still out.

9. Snapchat wants to prove its advertising can generate foot traffic

Snapchat acquired location-based analytics and ad measurement startup, Placed, in an effort to show advertisers how the platform’s ad services like Snap to Store can translate to offline return on investment for brands.

Placed has developed an audience it can ask about recent location and store visits, and by combining that information with third party data, the startup—and now Snapchat—can figure out what percentage of a sample of an ad’s viewers were encouraged to visit a store.

The acquisition should give Snap and its advertisers deeper insights into ad effectiveness, and help the social network close the gap a little between what marketers believe it can offer and what competitors like Facebook can offer.

10. 2017 social media trends: top B2B, B2C networks, and paid channels

Recent research on B2B and B2C marketers from Social Media Examiner finds that for the first time ever in the history of the study Facebook surpassed LinkedIn in terms of importance for B2B marketers.

But a significant portion of B2B-ers still rate LinkedIn as integral to their marketing activities, with 37% citing it as their most important social media platform. But, aside from Facebook, which social platform comes out ahead of LinkedIn as the most used paid channel? Check out the recap for the most important findings!

11. We’ll wrap with Facebook’s deeper foray into politics

Welcome to Facebook’s newly christened political world. The social network has rolled out new ways for elected officials to get in touch with their constituents via what it calls constituent badges, constituent insights, and district targeting.

The new tools allow users to identify themselves as constituents of a certain elected official’s district, and let those in office gather insights about what news stories and trending topics are most talked about in their districts.

District targeting—perhaps the most important addition—lets politicians set up polls or questions that will be shown only to their constituents on the platform, allowing them to use Facebook to gather feedback about their opinions on various topics and policy issues.

Pressure in Britain builds on Theresa May to step aside as her party plots her possible ouster

Saturday’s newspapers made for grim reading for May after the shock of Friday, with even her friendliest media outlets piling on blame. The Daily Mail, an anti-immigrant, nationalist tabloid that has spent the past year cheering on May, published a photo of a shaken May along with the headline “Tories Turn on Theresa.” 

The Times of London, a beacon of establishment conservatism that had enthusiastically endorsed May, published an editorial arguing that she had created “a national emergency” by misjudging the mood of the country and that she was now left “fatally wounded.”

“If she does not realize this it is another grave misjudgment,” the paper wrote. “More likely, she is steeling herself to provide what continuity she can as her party girds itself for an election to replace her.”

That seemed to be well underway Saturday. Former minister Ed Vaizey confirmed to the BBC that Tories were discussing possible replacements. But asked whether members were calling one another to plot May’s ouster, he denied it. 

“That’s so 20th century,” he said. “It’s all on WhatsApp.”

Until the early hours of Friday, when the disastrous results for May came into focus, she had overwhelming popularity within the Tory rank-and-file. But that seems to have already changed. 

An unscientific poll of party members by the ConservativeHome website, a popular gathering spot for Tory activists, 60 percent wanted May to step down.

“It’s not clear to me that Theresa May is going to survive the next few days,” said Ian Kearns, co-founder of the European Leadership Network, a London-based think tank. “The level of damage that she’s done to her own brand is immense. The rebellion against her is just getting started.” 

If May does go, the timing will be critical. Some in the party were advocating Saturday that she at least be allowed to stay on for the next several months to stabilize the country as it heads into Brexit talks. 

“Voters do not want further months of uncertainty and upheaval,” William Hague, a former party leader and former foreign secretary, wrote in the Telegraph. “They want to see ministers getting on with the job, while acknowledging democracy and their constrained circumstances.”

May was expected Saturday to name her cabinet picks and to try to carry on with business as usual. It was the same routine she had followed Friday when she responded to the crushing election results by acting as though nothing much had changed.

She would stay on as prime minister. She would keep her cabinet’s elite circle. Her plans for Brexit would go forward. 

“That’s what people voted for last June,” she announced defiantly outside 10 Downing Street after meeting with Queen Elizabeth II to discuss her new government. “That’s what we’ll deliver. Now let’s get to work.”

But beneath the bravado was a creeping reality: A year after choosing to get out of the European Union, voters had stunned the establishment once more. In the process, they may have thrust a dagger through the heart of a young premiership that only days ago had looked to be on the verge of achieving power of Thatcheresque proportions.

At the least, Kearns and other observers said Friday, May will have to thoroughly rethink her plans for Brexit, only days before critical talks with the E.U. are due to launch. An uncompromising demand for a hard break from Europe may have to be downgraded to a far more modest rupture, Kearns said, perhaps one that does not look much like an exit at all.

With murmurs of a party coup building, May sought to buy herself time. She reappointed Foreign Secretary Boris Johnson, Chancellor of the Exchequer Philip Hammond and other top ministers — several of whom are potential plotters and would-be replacements if she is deposed. 

Notably, many of those figures have been quiet since the election, avoiding any public defense of May.

May also promised on Friday there would be no delays in negotiations with the E.U., which are scheduled to begin June 19.

“What the country needs more than ever is certainty,” she said. 

But that was one thing Britain clearly lacked. 

The results from Thursday’s vote did not create any immediate path for the country to retreat from the Brexit brink. But the outcome instantly complicated — if not scuttled altogether — May’s meticulously laid strategy for getting out of the E.U., while also heightening doubts that she can reach a deal with European leaders over the next two years.

Without an agreement, Britain would crash out of the bloc and face giving up all the privileges of membership. Some lawmakers have pushed for Parliament to be allowed an emergency brake that would keep the country in should the talks fail.

At least, May could be forced to rethink her objectives in the negotiations, perhaps pushing for a softer break than the one she had sold to the public this spring.

Late Friday, May suggested she could be considering a course change, telling broadcasters that she would take time to “reflect” on an election that left her authority in tatters and tipped the scales in favor of her political opponents, including the once-hapless far-left Labour Party leader, Jeremy Corbyn.

Final results in every district nationwide put the Conservatives at 318 seats — eight short of what they would need for a working majority in the 650-member Parliament and well down from the 331 they won just two years ago.

The Labour Party won 262 seats — an unexpected gain of dozens of seats under Corbyn

For May, those results were precisely the opposite of what she had hoped. May called the snap election seeking to strengthen her hand in the E.U. negotiations and to further sideline her political critics.

But with her slender majority having vanished overnight, May was put in the humiliating position of having to woo Northern Ireland’s right-wing Democratic Unionist Party — with 10 seats it is Parliament’s fifth-largest — into a deal just to have any hope of mustering the majority needed to keep the Tories in power.

Even that could prove difficult. May said outside 10 Downing Street that the DUP would back her government.

But a deal is not yet sealed. The leader of the Democratic Unionists, Arlene Foster, said Friday afternoon that talks were still underway.

When asked whether May would be able to remain as prime minister, Foster told the BBC on Friday that she was unsure, adding, “I think it will be difficult.”

Foster’s party is likely to strike a tough bargain with the Tories. The Democratic Unionists backed leaving the E.U. but have opposed elements of May’s line in the divorce proceedings — especially provisions that could affect trade and movement on either side of the border separating Northern Ireland from the Republic of Ireland.

The political wreckage of Thursday’s vote also included Paul Nuttall, who stepped down as leader of the U.K. Independence Party. The anti-immigration party had led the charge for Brexit, but its support cratered this year: It won just 2 percent of the vote, compared with 13 percent in 2015.

Scottish nationalists — seeking a boost ahead of an expected second independence referendum — were also dealt a debilitating setback that raised questions about whether the referendum plans will be scrapped.

But the election’s biggest loser was undoubtedly the woman who had decided to call it: May.

The loss was widely interpreted in Britain as a personal repudiation of a politician who seemed to have charmed the country only months ago with her vow to be a “bloody difficult woman” in exit negotiations with her E.U. counterparts. 

Now it is unclear whether she will even make it to the negotiating table when talks begin.

May has vowed a hard break with the bloc, one that leaves Britain outside the single market, the customs union and the European Court of Justice. But she has also promised to deliver a free-trade deal that would preserve the best elements of membership without many of the onerous burdens.

European leaders have insisted that such a sweetheart arrangement is not possible.

On Friday, continental leaders expressed fresh frustration with the latest twist in Britain’s ­drama-laden departure. 

European Council President Donald Tusk responded to the vote by saying there was “no time to lose” to start the talks, so they can be finished by the spring of 2019.

Kearns, of the European Leadership Network, said May’s best hope for keeping her job would be to “bin the entire approach she’s taken so far to Brexit and go back to the drawing board.” 

Instead of the clean break from Europe she’s sought, Kearns said, May would find cross-party support for a softer separation that leaves Britain formally outside the E.U. but with many of the same attachments that define its relationship to the bloc today. 

But without that sort of pivot, he said, May’s time in power is probably running out. 

“If she tries to stick with the same approach, her own party will remove her,” Kearns said, “because they understand that her strategy is doomed to failure.”