social media watch

Twitter Builds Up IPO Clout with Bullish Reports from Wall Street

Posted by Sheila Shayon on November 4, 2013 05:51 PM

Twitter is going full steam ahead this week as it puts final touches on its IPO, now priced between $23 and $25, pushing its potential market value to $13.9 billion. 

With its Thursday market debut looming, Twitter is showing no signs of weakness, continuing an aggressive push to boost the value of the microblogger. Careful to not have a 'Facebook moment,' Twitter still intends to sell 70 million shares in its debut, but with strong demand for its stock after its road show, the company even plans to close its books on Tuesday, a day ahead of schedule. The move is on point with bullish reports from Wall Street, most indicating a strong support and outlook for the company. 

“If you’ve got a social strategy, Twitter is one of the most effective ways to activate that,” Brian Wieser, a senior analyst at Pivotal Research, said in an interview, according to the New York Times. “What they’ve got is unique and not replicable in any sense.”

And analysts are only looking up. Richard Greenfield, an analyst at BTIG Research, indicated that he sees Twitter's revenue growing from $636 million this year to $1.1 billion in 2014, and $2.7 billion in 2016. “We expect a lot of growth ahead in advertising and Twitter ad products," he told the Times.Continue reading...

social media watch

Nike, Disney Rule Brand Engagement on Instagram, Tumblr

Posted by Sheila Shayon on November 1, 2013 11:37 AM

Social media has increasingly become a more relevant and necessary tool for brands to actively engage with consumers, but just being on social isn't enough. While some have a long way to go in mastering ideal social technique, some of the world's best social users are big brands—and they've got engagement across Facebook, Instagram, Twitter and other platforms down pat. 

Of Fortune 500 companies, 123 have Instagram accounts—a relatively low number compared to those that have Facebook and Twitter accounts, according to data collected by TrackMaven. Of the over 19,000 images and 243 videos posted, Nike and Starbucks are two of the most popular brands on the platform, with a snowy scene from Nike the most liked and commented among brand postings.  

Additionally, another study from Unruly found that 40 percent of the top Instagram videos are brand-created, with MTV leading that pack. What's more, entertainment and clothing brands seem to be the most popular brands on the platform.Continue reading...

social media watch

Google+ Ups Its Image Game to Entice More Users

Posted by Sheila Shayon on October 30, 2013 11:31 AM

After two years of a less-than-impressive existence, Google is shining some much needed light on Google+, announcing 18 new features including updates to Hangouts and new tools for photo-buffs. Most impressive though, was the fact that the site now claims over 540 million active users who upload 1.5 billion photos per week. 

It’s the search giant’s latest move to compete with and differentiate its social network from the likes of Facebook, Twitter and others. 

"We want to be more than just a lightweight sharing service. We want to be the archive of your life," said Bradley Horowitz, Google+ VP Product Management.

To that end, Video Hangouts now include SMS so users can share via text, supports animated GIFs, and offers a one-click geo-location feature that adds a user's location to a message using Google Maps. Video Hangouts now appear in full-screen HD and a new suite of creative tools lets users change and focus the view while chatting in black and white, or use "Spotlight" to make the speaker the primary focus.Continue reading...

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...

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