2014 Brandcameo Product Placement Awards

social media watch

Starbucks Extends eGift Platform to Twitter with Tweet-a-Coffee Promo

Posted by Sheila Shayon on October 29, 2013 01:32 PM

Getting in on the social gifting act, Starbucks has announced a new partnership with Twitter and Visa that allows usersin the US to "Tweet-a-coffee" to friends.

After linking their Starbucks account and a credit card to Twitter, users need only tweet @TweetaCoffee with the Twitter handle of the recipient to send an instant $5 eGift card. In a perk promotion for Visa cardholders, Starbucks is giving away $5 gift cards to the first 100,000 users who “tweet-a-coffee” to a friend through Nov. 6. 

This is not Starbucks' first act, though. The coffee (and now tea) purveyor launched its eGift service on Facebook in 2011, however this is it's first Twitter tie-in and it is looking for feedback from customers on their experience. “We are actively seeking feedback about how to improve it," said Adam Brotman, chief digital officer, Starbucks, according to Mashable.Continue reading...

social media watch

Twitter Values Its IPO Modestly as It Continues to Build Up Ad, Media Partnerships

Posted by Dale Buss on October 25, 2013 04:43 PM

Twitter is drawing praise for the modest self-valuation inherent in the pricing of its upcoming IPO. But even more important in the long run might be the many things that the social media pioneer is doing to attempt to boost its value for years to come.

Clearly seeking to avoid a repeat of Facebook's over-hyped IPO and subsequent stock-price swoon in 2012, Twitter said its initial public offering would value the profit-less company at up to $11 billion. The offering could thus raise as much as $1.6 billion for a brand whose service has grown to more than 230 million monthly active users over seven years and that more than doubled its third-quarter revenue to $169 million.

But the valuation was more conservative than the $15 billion some analysts had expected for the most high-profile internet IPO since Facebook's, indicating that Twitter is taking a different tack in its IPO than Facebook did.Continue reading...

social media watch

Pinterest May Look Sweet and Innocent, but It's a Serious Traffic Driver

Posted by Sheila Shayon on October 16, 2013 08:11 PM

Pinterest—the visual-heavy darling of social media now drives more traffic to publishers than Twitter, LinkedIn, Reddit and Google+ combined.   

The data just released from Shareaholic, a social plugin service that mines data from 200,000 publishers and reaches 250 million monthly unique visitors collectively, shows Facebook in the lead driving 10 percent of overall traffic to publishers in September, far exceeding all other social networks, with Pinterest second at 3.68 percent—three times more than Twitter.

The four-year-old ‘virtual pinboard’ is aggressively pursuing a path of global expansion with a 66 percent year-over-year traffic increase as evidenced by a new partnership with international broadband provider Telefónica ensuring a new Pinterest widget will be pre-loaded on Android phones sold by the telecom company in Europe and Latin America to the provider’s 316 million-strong customer base.Continue reading...

social media watch

Burt's Bees Taps Vine for Novel Campaign to (What Else?) Create Buzz

Posted by Sheila Shayon on October 15, 2013 07:22 PM

Talk about a novel twist on social marketing and branded content. Burt's Bees is going classic with Vine videos that riff on literary works to promote their seven core "classics" products. The brand created animated "adaptations" in a campaign designed by ad agency Baldwin& that carries the implicit message that the time-tested nature of Burt’s Bees products is equal to the classics.

Beeswax Lip Balm, Coconut Foot Cream, Shea Butter Hand Repair Cream, Hand Salve, Lemon Butter Cuticle Cream, Almond Milk Beeswax Hand Cream and Res-Q Ointment will be reinterpreted with "6-Second Classics"—stop motion animated Vine adaptations of Little Women, 20,000 Leagues Under the Sea, Gulliver’s Travels, Metamorphosis, Moby Dick, The Scarlet Letter, and Shakespeare's Julius Caesar.Continue reading...

social media watch

New Nielsen TV Ratings System for Twitter May Be Just What Skeptics are Looking For

Posted by Dale Buss on October 8, 2013 02:56 PM

Just in time to help promote its IPO, Twitter is welcoming a new ratings tool by Nielsen that purports to measure the synergies among viewership of a TV show and the conversations it generates on Twitter.

The new Nielsen Twitter TV Ratings will consider the number of people who read TV-related tweets, not just their authors. And while Twitter said in a filing about its upcoming IPO that the partnership with Nielsen to generate this data won't "directly generate revenue," it "will enhance [Twitter's] attractiveness to users and advertisers."

The system also should prove to be good news for those who are able to create "second-screen" cultural sensations that cross from TV to social media and vice versa. Miley Cyrus, for example, placed No. 2 and No. 3 in Nielsen's first Twitter TV Ratings list released this week, with her Miley: The Movement special on MTV and her hosting of NBC's Saturday Night Live over the weekend. ABC's season premier of Scandal placed No. 1.Continue reading...

social media watch

Facebook Looks to Cut Itself a Piece of TV Pie with 'Digital Water Cooler' Pitch

Posted by Sheila Shayon on October 1, 2013 03:54 PM

The gloves are coming off in the battle over social TV. Following Twitter's big—and successfulpush of its Amplify product, Facebook now is courting TV advertisers with big data through weekly 'TV reports.' 

“Facebook and Twitter are in a heated fight to own the Web’s town square, because becoming the go-to hub for real-time events like television shows could draw more user activity and more advertising dollars," the Wall Street Journal points out.

To entice broadcasters and advertisers, Twitter has teamed up with Nielsen to launch its TV Ratings report, but Facebook's weekly run-down, which will be sent to major players including ABC, NBC, Fox and CBS, plans to show that Facebook is just as good, if not better, of a partner to TV programming. But the two data streams are already showing a clash of cultures.Continue reading...

social media watch

Hooters Serves Up Sexy with Instagram Birthday Bash

Posted by Sheila Shayon on September 30, 2013 04:56 PM

Hooters, the original "breastaurant," may be turning 30, but the sports bar franchise is doing its part to stay hip with a little help from social media. After all, the wings-and-beer chain offers up plenty of visual appeal to its customers—much like Instagram does for its users.

To celebrate, the resturant is inviting back some 300,000 former waitresses to its 400-plus locations on Oct. 4 with one request: to snap photos for the company's Instagram account, tagged with #stepintoawesome.  

"We've had amazing growth on Instagram," Dave Henninger, Hooters CMO, told Adweek. "It's a big part of our marketing mix going forward."Continue reading...

social media watch

Pinterest Woos Print Brands with 'Pin Now, Read Later' Article Pins

Posted by Sheila Shayon on September 26, 2013 12:42 PM

At 4 years old, Pinterest is stepping up and out of the photo-centric ‘virtual pinboard’ model it has risen to success with, adding ads in the form of ‘promoted pins,’ and now article pins to woo publishers and readers.  

Pinterest is aggressively seeking to leverage its more than 5 million daily article pins from brands like BuzzFeed for whom the pinboard has become a top traffic referral. The new article pins will give brands the ability to include headlines, authors, story descriptions and links to the source from the pin itself.

“The addition of the more useful article pins is only one of many changes taking place at Pinterest this year, as the company moves to turn its growing traction into a real, monetizable business," TechCrunch notes. “The move to expand the focus to articles and news content, then, could potentially position Pinterest as a modern-day bookmarking tool akin to Delicious, or even a competitor to 'read it later' services like Instapaper or Pocket.”Continue reading...

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