The document outlines various social media innovations and updates as of December 2012, detailing new features from platforms like Tumblr, LinkedIn, and Facebook, among others. Twitter plans to introduce photo filters, while Pinterest reaches 25 million unique visitors, signaling its growing popularity. Additionally, the document includes case studies on marketing strategies from brands such as Red Bull and Target that leverage social media for engagement and awareness.

1. SOCIAL
MEDIA
INNOVATIONS
October
2012
Monday, December 3, 2012

2. News
Items
2
Monday, December 3, 2012

3. Tumblr
was
named
a
preferred
•
Union
Metrics
was
announced
as
Tumblr’s
first
and
only
preferred
third-­‐party
analy<cs
tool
third-­‐party
analyEcs
tool
and
released
a
new
photo
sharing
•
Tumblr
also
released
a
standalone
iPhone
app
that
applicaEon. allows
users
to
group
pictures
together
into
photosets,
which
has
differen<ated
photo-­‐pos<ng
on
Tumblr
from
Instagram,
Facebook
Camera
and
TwiEer
•
Photosets
are
assigned
their
own
photoset.com
unique
URLs
which
can
be
used
for
sharing
on
social
networks
3
Monday, December 3, 2012

4. LinkedIn
refreshed
its
profile
•
LinkedIn
users
now
have
new
photo,
biography
and
edi<ng
op<ons
for
user
profiles
pages
and
enabled
users
to
“follow”
industry
leaders. •
Users
can
“endorse”
other
users
for
a
par<cular
skill
with
a
single
click
•
Users
can
now
like,
comment
on
or
share
other
users’
status
updates
•
LinkedIn
users
can
now
follow
150
selected
industry
leaders,
including
Pete
Cashmore,
Barack
Obama
and
former
Merrill
Lynch
President
Sallie
Krawcheck,
are
now
pos<ng
original
content
to
the
site
4
Monday, December 3, 2012

5. TwiLer
to
add
photo
filters. •
TwiEer,
which
once
tried
to
buy
Instagram,
is
planning
on
launching
a
similar
service,
a
range
of
photo
filters
that
users
can
add
to
pictures
uploaded
to
TwiEer
•
Instagram
CEO
Kevin
Systrom
has
noted
that
he
is
not
threatened
by
the
move,
given
that
Instagram
“is
a
community
and
not
a
filter
app”
5
Monday, December 3, 2012

6. Facebook
rolls
out
a
new
Pages
•
Facebook
announced
Global
Pages,
a
new
structure
that
allows
global
brands
to
provide
improved
structure
for
global
brands. localized
experiences
•
Brands
will
have
one
URL
they
can
promote
to
their
global
audience;
users
will
be
automa<cally
directed
to
the
best
version
of
the
Page
for
them
-­‐-­‐
with
localized
cover
photos,
Page
apps,
News
Feed
stories,
profile
photos,
milestones
and
“About”
info
•
Brands
can
boast
a
cumula<ve
fan
count
and
PTAT
(People
Talking
About
This),
and
benefit
from
a
global
insights
dashboard
AEen<on’s
POV
6
Monday, December 3, 2012

7. Pinterest
becomes
one
of
the
•
ComScore
placed
Pinterest
in
its
list
of
the
top
50
most-­‐visited
Web
sites
in
the
U.S.
for
the
first
<me,
top
50
most
visited
Web
sites
in
with
25
million
unique
visitors
the
U.S.
•
Pinterest’s
recently
launched
iPad
app
accounts
for
55%
of
its
mobile
visitors
•
Bizrate
asked
consumers
to
list
why
they
used
specific
social
media
plaaorms;
Pinterest
was
listed
four
<mes
more
than
Facebook
as
a
channel
used
for
inspiring
purchases
7
Monday, December 3, 2012

8. 1
billion
users
to
access
social
•
Gartner
predicts
that,
with
the
growth
of
smartphones
and
tablets,
there
will
be
1
billion
networks
via
mobile
by
2014. people
accessing
social
networks
on
their
mobile
devices
by
2014
•
Facebook
already
cites
that
40%
of
its
ac<ve
users,
or
400
million
people,
currently
use
mobile
devices
to
access
the
site
•
Gartner
also
notes
that
pure-­‐play
mobile
social
networks
like
Instagram,
Foursquare
and
Path,
will
con<nue
to
grow
8
Monday, December 3, 2012

9. Case
Studies:
ALenEon
9
Monday, December 3, 2012

10. Partnering
strategically
to
gain
awareness
from
•
Zynga
and
Honda’s
new
mobile
campaign
will
take
an
audience
primarily
found
on
mobile: place
in
Zynga’s
Scramble
With
Friends,
allowing
players
to
earn
prizes
like
in-­‐game
credits
and
virtual
Honda
partnered
with
Zynga
goods
upon
interac<ng
with
the
ads
for
the
game
maker’s
first
reward-­‐based
mobile
ad
•
Users
play
on
a
branded
game
board
and
locate
words
“Accord,”
“luxury”
and
“new”
to
earn
their
campaign. rewards
•
The
partnership
is
part
of
the
2013
Honda
Accord
“It
Starts
With
You”
program
10
Monday, December 3, 2012

11. HosEng
a
stunt
to
generate
global
awareness: •
Red
Bull
partnered
with
Felix
Baumgartner
to
have
the
athlete
skydive
from
the
stratosphere
(wearing
a
Red
Bull
sent
an
extreme
branded
suit,
jumping
from
a
branded
space
capsule)
and
break
the
speed
of
sound
during
the
fall
athlete
to
the
stratosphere
for
a
record-­‐breaking
skydive.
•
The
stunt
was
broadcast
on
over
40
networks
across
50
countries,
130
digital
outlets
and
received
an
addi<onal
8
million
views
through
the
YouTube
livestream
(a
record
for
the
video
site,
as
well)
•
Red
Bull's
Facebook
post-­‐jump
photo
gained
216k
Likes,
10k
comments
and
over
29k
shares
within
40
minutes;
on
TwiEer,
half
the
worldwide
trending
topics
were
related
to
the
event
11
Monday, December 3, 2012

12. Engulfing
users
in
the
brand
narraEve
with
•
Pixar
launched
a
fake,
yet
comprehensive,
“college
compelling
content: website”
to
promote
Monsters
University,
which
is
slated
for
release
in
summer
2013
Pixar
developed
a
“college
website”
to
promote
Monsters
•
The
working
website
features
pages
commonly
University. found
on
college
websites:
admissions,
courses,
academics,
campus
life,
store,
alumni
news,
history
•
A
password-­‐protected
sec<on
called
M.U.
Net
suggests
more
content
will
be
added
leading
up
to
the
premiere
Site
Link
12
Monday, December 3, 2012

13. Engaging
consumers
in
a
creaEve
execuEon
•
Coke
Zero
challenged
unsuspec<ng
commuters
to
that
highlights
both
brand
partners: play
James
Bond
for
a
chance
to
win
<ckets
to
Skyfall
in
a
Coke
Zero
issued
challenges
to
commuters
for
Eckets
to
•
Commuters
had
to
race
up
stairs,
jump
and
duck
out
Skyfall. of
the
way
of
props
and
actors,
and
sing
the
007
theme
song
to
win
•
The
video
of
various
commuters
comple<ng
the
challenge
has
received
more
than
9
million
views
Video
Link
13
Monday, December 3, 2012

14. Case
Studies:
ConsideraEon
14
Monday, December 3, 2012

15. Rethinking
product
placement
through
digital
•
Target
worked
with
Hollywood
actors,
including
content
creaEon: Kristen
Bell,
on
Falling
For
You,
where
viewers
can
buy
featured
products
without
pausing
the
video
Target
featured
Hollywood
talent
in
a
shoppable
romanEc
•
As
the
film
progresses,
over
100
Target
items
appear
comedy
film. in
a
scrolling
sidebar
to
the
right
of
the
video,
where
users
can
click
to
“favorite”
items
and
buy
them
when
the
video
ends
•
Users
can
also
share
the
items
from
the
home,
apparel,
accessories
and
beauty
departments,
onto
Facebook,
Pinterest
and
TwiEer
Film
Site
Link
15
Monday, December 3, 2012

16. Driving
new
sources
of
revenue
through
•
Fancy
Box
is
a
monthly
delivery
service
of
curated
crowdsourcing: goods,
the
top
items
that
were
“fancy’d”
within
the
user’s
favorite
categories
on
Fancy
Fancy
launched
a
monthly
subscripEon
service,
Fancy
Box,
•
The
service,
similar
to
BirchBox,
further
defines
that
is
curated
by
its
own
users: Fancy
as
the
“Pinterest
for
shopping,”
ac<va<ng
users
to
purchase
(versus
compiling
items
on
a
wish
list)
•
Monthly
subscrip<on
costs
$30
and
each
box
contains
over
$60
of
products
16
Monday, December 3, 2012

17. Case
Studies:
AcquisiEon
17
Monday, December 3, 2012

18. Providing
in-­‐store
convenience
to
shoppers
•
Further
differen<a<ng
itself
from
other
big
box
who
may
have
otherwise
turned
online: retailers
and
Amazon
this
holiday
season,
Target
has
tagged
the
top
20
toys
of
the
season
in
its
stores
with
Target
used
QR
codes
in
aisles
QR
codes
so
parents
can
shop
for
their
kids’
toys
without
ruining
the
surprise
for
parents
to
secretly
shop
for
holiday
toys.
•
Shoppers
scan
marked
toys
using
the
Target
app
and
ship
it
for
free
to
anyone
in
the
US
18
Monday, December 3, 2012

19. Delivering
uElity
and
value
to
consumers
at
•
Kraq
partnered
with
News
America
Marke<ng,
point-­‐of-­‐purchase
through
new
technology: publisher
of
coupons
in
the
U.S.
and
Canada,
and
thinaire
to
pilot
a
near
field
communica<on
(NFC)
Kra_
piloted
an
NFC
mobile
program
in
five
grocery
stores
in
San
Francisco
markeEng
program
in
grocery
stores. •
Shoppers
who
tapped
their
smartphones
at
the
shelf
were
launched
into
interac<ve
experiences,
e.g.
instant
download
of
the
Kraq
i-­‐Food
Assistant
app,
interac<ons
with
the
brand’s
recipes
•
Engagement
through
NFC
“taps”
was
12
<mes
higher
than
engagement
with
QR
codes,
consumer
engagement
<me
at
shelf
increased
to
48
seconds
(from
5-­‐10)
and
more
than
36%
of
engaged
shoppers
converted
it
into
ac<on
19
Monday, December 3, 2012

20. Case
Studies:
Engagement
20
Monday, December 3, 2012

21. AugmenEng
the
ecommerce
experience
with
•
Disney
Store’s
new
ecommerce
site
allows
shoppers
user
personalizaEon: to
record
and
customize
a
“Disney
Magical
Message”
video
to
send
along
with
their
giq
purchases
Disney
Store
launched
a
redesigned
ecommerce
site. •
Recipients
receive,
with
their
giq,
a
card
that
provides
a
URL
and
personal
ID
for
access
to
the
personalized
video
•
Social
sharing
tools
have
been
enhanced
so
shoppers
can
share
items
across
Pinterest,
Facebook,
TwiEer
and
e-­‐mail,
via
desktop,
tablet
or
mobile
21
Monday, December 3, 2012

22. Leveraging
user-­‐generated
content
to
provide
•
Rent
the
Runway’s
“Our
Runway”
features
user-­‐
uElity
to
other
users: submiEed
photos
of
real
women
in
dresses
rented
from
the
site
Rent
the
Runway
launched
“Our
Runway”
featuring
•
Users
can
browse
the
site
using
the
helpful
filters
consumer
photos. (height,
bust,
size
and
age)
to
see
how
dresses
looked
on
users
similar
to
them
•
Users
can
also
comment
on
other
users’
photos
to
ask
ques<ons
about
the
dresses
Site
Link
22
Monday, December 3, 2012