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SapientNitro - What's Hot in Social Media, Edition 1

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In this new series, What’s Trending?, Dan Wilkinson, our Social Media Lead in SapientNitro Australia, compiles a list of what’s hot in social media down under.

This edition features highlights looks at videos on Periscope, taking a stance to celebrate pride and AutoPlay videos on Facebook, and new carousel ads from Instagram.

Published in: Social Media
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SapientNitro - What's Hot in Social Media, Edition 1

  1. 1. WHAT’S TRENDING? What’s Hot in Social Media? DAN WILKINSON Social Media Lead Australia @hotndelicious First Edition
  2. 2. 2 PERISCOPE IS EMERGING AS THE LATEST GLOBAL SOCIAL MEDIA PLAYER WHAT IS IT? Twitter-owned Periscope App is a cutting-edge social media video streaming tool. •  Followers can join video stream as it’s happening. •  User Engagement. •  Tapping mobile screen = love hearts ❤❤❤❤❤ •  Joining users can ask questions – Q&A options. •  Available online for 24 hours only. (Brands can save content to repurpose later). •  Used by sports teams, musicians, celebrities and brands. Stream exclusive video footage live as it happens.
  3. 3. 3 OPPORTUNITY Utilize Periscope with exclusive content with partnerships including influencers and live streaming from brand events. e.g. Backstage at brand TV partnerships, key brand activations/events, influencer content. Stream exclusive video footage live as it happens. PERISCOPE IS EMERGING AS THE LATEST GLOBAL SOCIAL MEDIA PLAYER
  4. 4. 4 Facebook creates the Marriage Equality tool which spread like wildfire. FACEBOOK – CELEBRATE PRIDE https:// www.face book.com/ celebrate pride WHAT IS IT? Facebook’s “Celebrate Pride” application launched to mark U.S. Supreme Court ruling for same-sex marriage equality. Users were able to add rainbow effect in seconds to show support for Marriage Equality. Adopted by gay and straight people around the world. Facebook Newsfeeds became a blur of rainbows for 4-5 days. • Topical/Current Events. • Easy to Execute. • Eye-catching. • Consumers adopted like wildfire.
  5. 5. 5 Facebook creates the Marriage Equality tool that spreads like wildfire. FACEBOOK – CELEBRATE PRIDE https:// www.face book.com/ celebrate pride Facebook’s “Celebrate Pride” application launched to mark U.S. Supreme Court ruling for same-sex marriage equality. Partner with Facebook to create user-friendly tools when launching large scale campaigns around Topical or Current Events (Easter, Christmas, political events, profile product launches to create a stir). OPPORTUNITY
  6. 6. 6 Thumb-stopping Brand Techniques to stop consumers in their Newsfeed. BRAND TACTICS TO BOOST AUTOPLAY VIDEO ENGAGEMENT Now that Video Autoplay is a standard feature on both Facebook and Twitter native video, brands are employing tactics beyond concise copy and colourful content to stop consumers in their social media newsfeed. Over the past month, both Kraſt Nuts Spreads (Facebook) and Kit Kat (Twitter) and have used distinct, eye-catching movement at the very start of auto-play videos to attract the attention of users scrolling through their Newsfeed. These include waving at the camera, flashing copy and animation techniques like the Kit Kat example, which made consumers look like their screen was cracked. WHAT IS IT?
  7. 7. 7 Thumb-stopping Brand Techniques to stop consumers in their Newsfeed. BRAND TACTICS TO BOOST AUTOPLAY VIDEO ENGAGEMENT While brands do need to think carefully about how they execute with this tactic (annoying elements like flashing copy can be actually disruptive to the user- experience), they are a wonderful tool to entice user engagement. CREATIVE INSIGHT
  8. 8. 8 Improve ad performance during content creation – user experience first. INSTAGRAM CAROUSEL ADS LAUNCH WITH MCDONALD’S Over the past month, Commonwealth Bank, Woolworths and McDonald’s have launched Instagram’s latest feature the Instagram Carousel Photos Ad Product in Australia. This content has been created with the user Newsfeed experience in mind: •  Newsfeed images - logo displayed in context. •  “Ad-style” content only introduced once consumer clicks to “Learn More”. •  Consumer is kept within the platform once he/she clicks-through. WHAT IS IT? Stage 1: Carousel of images in Newsfeed.
  9. 9. 9 Improve ad performance during content creation – user experience first. INSTAGRAM CAROUSEL ADS LAUNCH WITH MCDONALD’S Prioritising consumer experience increases the likelihood of user engagement and reduces the likelihood of backlash. CREATIVE INSIGHT Stage 2 – Learn More: Announcement/Special Offers.
  10. 10. © 2013 SAPIENT CORPORATION | CONFIDENTIAL DAN WILKINSON Social Media Lead Australia @hotndelicious

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