“But Taken 3 has indeed taken to LinkedIn, giving fans a chance to have Mills himself endorse their “particular set of skills.” All you have to do is go to fox.co/Taken3LinkedIn.com and follow the page to be entered; the contest runs through Dec. 23 and the winner will be announced the week of Jan. 4. Neeson will then record the video that the winner can use on his or her own LinkedIn profile. Ambush beatings of professional enemies not included.”
PNConnect Insight - Well, this is interesting – both for the film and for LinkedIn (a Voce/PN client). The traditional route would have been to promote a movie on Facebook. The fact that they didn’t might be reflective of any number of things: the rising influence and importance of LinkedIn, the increasing saturation and noise on Facebook, a different target audience for this film than one might have expected. In any case, it is interesting to see Hollywood branching out to LinkedIn to promote its products, and it will be even more interesting to see how the LinkedIn community reacts to the encroachment of entertainment into its traditionally business-focused realm.
“When Facebook users like brands’ pages, that sentiment may not be permanent, as research from GlobalWebIndex indicated that 30 percent of Facebook users between the ages of 16 and 64 have unliked or unfollowed brands, with that figure rising to 38 percent among users aged 16 through 24.”
PNConnect Insight - When you’re compiling program metrics it can be useful to track not only how many people have Liked a page in the last period but also how many have Unliked it as well as what the net gain is. Then look at why those people are unliking the page and make content planning adjustments, if there are any actionable insights, accordingly.
“Where Flipboard gets really useful for public relations professionals is in its use as an agency portfolio of online client mentions, including posts from bloggers, featured articles, press announcements, social networks updates and comments, video clips and images of client products and services.”
PNConnect Insight - While we can debate whether Flipboard is or isn’t the right tool for a particular program (there are certainly other options with similar functionality) the point is still true that finding a good way to present a portfolio or even just to distribute content in a new and visually interesting way can be a valuable exercise.
“More recently, there’s been a trend with a similar goal (to increase the 140-character limit), but immensely better execution and flow: appending screenshots of text to tweets.”
PNConnect Insight - As we’ve seen with @ mentions, hashtags and other functionality, people are going to figure out new ways to use Twitter that meet their particular needs. Adjust accordingly.
“For top digital marketing teams, the potential value of Facebook’s audience is too good to ignore. Our newest study of the Interbrand top 100 global brands in the world finds that 97% of the top brands in the world use Facebook as a marketing channel. 65% of top brands on Facebook post five times a week or more. Photos account for 77% of all post engagement for top brands.”
PNConnect Insight - Facebook continues to be too big to ignore for brands. What will be interesting to see is if the 2015 decrease in Reach starts to change that thinking as they see not just Reach but also subsequent traffic referrals drop dramatically.
“Tweeting related to TV programming is primarily occurring around live airings of shows but significant Twitter activity continues in the days after an episode’s original showing. Nielsen Social says 68% of the majority of weekly program tweets are sent during live airings — 70% for reality shows, 64% for drama, and 55% for comedy.”
PNConnect Insight - In other words, people like using Twitter to talk about TV, whether it’s shows they love or ones they’ve hate-watched.
“Today, we’re excited to respond to publishers’ requests by introducing ways to target posts, remove posts that are no longer relevant and identify popular links that you haven’t shared.”
PNConnect Insight - Facebook rolling out new tools not just for targeting posts but for counting metrics just before the end of the year is obviously meant to try and soften the blow of the Reach hit publishers are about to take. The gist here seems to be Facebook showing brands a better way to do it, meaning the onus is then back on those publishers for success or failure.
“Designed to bring a business’s most important objective to the forefront of its Facebook presence, call-to-action buttons link to any destination on or off Facebook that aligns with a business’s goals.”
PNConnect Insight - This could be a great tool for brands who want to use their Facebook page to drive to a sign-up form, conversion source or other destination.
“At the moment, it looks like the feature is experimental — the only channel we can find with it enabled is the PBS Idea Channel. In practice, it’s pretty slick: on a video with GIF capability, you click Share, then GIF, and can then customize your clip. Maximum length is six seconds, with options to add top and bottom text if needed. Actual GIF creation takes seconds.”
PNConnect Insight - While this appears to be in very limited beta testing right now, this could be a great native tool that allows publishers to create media that can be used on other platforms but which still encourages YouTube video viewing. There are certainly other ways to do this right now, but YouTube wanting to own that experience says they’re paying attention to where the media landscape is right now.
“Twitter wants to start surfacing information for users that’s relevant and interesting, not just timely. And the company believes adding a location layer to its platform could be part of the solution. Twitter and Foursquare are planning to partner together in 2015 to power location in tweets, a source familiar with the deal tells Business Insider.”
PNConnect Insight - A strong case could be made that Foursquare, which has largely fallen out of favor among the general public, has always made more sense as a behind-the-scenes data/functionality tool that can be integrated into other networks than as a stand-alone app. This kind of partnership could help the company remain relevant even as app usage declines.
“For people, the new right hand column ads offer a higher-quality, more visually appealing experience. For advertisers, the new ads provide a larger creative canvas and the ability to use the same images used in News Feed ads.”
PNConnect Insight - Certainly notable if you’re running Facebook ads, but the usual caveats about a company producing stats to show the effectiveness of their own products are certainly in effect here.
“The model blends the native advertising and paid sponsorship approach. In the case of Gone, the plan is for Medium to publish 60 stories over four months. Five of the pieces will loosely be about Marriott and identified as being published by Marriott. The rest will be produced by Medium, which hired Jamie Pallot, a seasoned editor whose editorial credits include Style.com and Condé Nast Digital, as Gone’s editor-in-chief.”
PNConnect Insight - What’s notable here is how the ads are being praised as not sounding like ads. While that’s the goal of all native ads, there appears to be something unique that was done right in this execution.
“It’s the end of the year, and Tumblr is recapping its top branded entertainment posts of 2014. With the average desktop user spending 14 minutes per visit in October, according to comScore, it’s clear why leading entertainment companies are advertising on the Yahoo-owned microblogging site. Television led this year’s field. Tumblr head of creative strategy David Hayes said engagement with related posts rose about 30 percent after a TV episode aired. And that popularity tends to wane slowly as the conversation continues online.”
PNConnect Insight - The two most prominent takeaways from this report are 1) That all of the top sponsored content comes from movies or TV shows, which shows both what the Tumblr audience gravitates toward and what industries Tumblr has been most successful in working with and 2) That the report exists at all, which is an obvious appeal to everyone who’s *not* running sponsored posts to get on board and open the check book.