Wimbledon: Novak Djokovic, Serena Williams Are Social Champions

The winners of the 2015 Wimbledon Championships tennis tournament will not be crowned until July 12, but Adobe Digital Index set its top seeds in terms of social clout.

On the men’s side, ADI found that Novak Djokovic of Serbia had the most social clout, while Serena Williams of the U.S. took the women’s title.

The company calculated social value by analyzing more than 5 million social mentions, Twitter follows, Facebook likes, Instagram followers, international reach of buzz, positive sentiment and total followers.

ADI found that Djokovic has more than 10 million fans and followers, and he also was the most-mentioned player in the past 30 days, boasting the highest international reach.

As for Williams, she has 8.7 million fans and followers and was the topic of the second-most social mentions. She also had the most Instagram followers.

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Other nuggets from ADI included: Wimbledon trended higher in buzz this year compared with the 2014 tournament, and last year’s winners, Djokovic and Petra Kvitova of the Czech Republic, saw mentions rise year-over-year.

Adobe2014WimbledonPreTournamentBuzz

ADI principal analyst Tamara Gaffney said in a release announcing the results:

The composite index of social clout clearly demonstrates that there are many angles to consider when selecting an athlete for a marketing sponsorship. Marketers should look at sentiment, international reach, overall fan base and different leadership positions by network to select the best possible fit. Tennis very may well be the best place to find female athletes for product endorsements.

Analyst Joe Martin added:

We’re finding that victory can certainly boost the social presence of an athlete. Marketers should be looking at social clout when considering athletic sponsorships and work with athletes to activate their social clout.

Readers: Have you posted or will you post about Wimbledon during this year’s tournament, which begins June 29?

Facebook Marketing Partners Test Prospecting Dynamic Product Ads

Some Facebook Marketing Partners, including ROI Hunter, have been testing a new advertising option: prospecting dynamic product ads.

According to an ROI Hunter blog post, the new ad units are created the same way brands create product ads, but they can now target Facebook users who did not visit their websites.

ROI Hunter said advertisers can use Facebook’s targeting options—lookalike audiences, custom audiences, interests—to expand the potential audience for their ads.

The new feature was described as follows:

Very simply put, there is a sophisticated recommendation engine, which takes into consideration all information that Facebook gathers about signals common for people interested in a particular product, and which allows Facebook to show the right products to the right prospects.

ROI Hunter also offered the following example for how prospecting dynamic product ads can be used:

Peter sells mobile phones. He uses dynamic product ads very successfully, but he cannot reach more traffic using only this feature. As he wants to scale, he decides to start using prospecting dynamic product ads. He obviously wants to achieve good return on investment, so he sets up the ads to use a product set based on all mobile phones with prices higher than $50 and decides to target lookalikes of people who visited his website recently.

His ads start showing relevant products to the right people using signals from the recommendation engine. For instance: The recommendation engine sees that people with the iPhone 5 are often interested in the iPhone 6, so it chooses to show the iPhone 6 to these people. This way Peter reaches people who are likely to be interested in particular items he sells.

Advertisers: What are your initial thoughts on prospecting dynamic product ads?

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Bolivia Gets Internet.org App

Bolivia joined the list of countries where the Internet.org application is available late last week.

Facebook co-founder and CEO Mark Zuckerberg announced in a Facebook post Friday that subscribers to the Viva network in that country will gain access to the free basic Internet services provided by the app.

He wrote:

Less than one-half of Bolivia uses the Internet today, so offering people free services for health, education, communication and local information will help introduce them to the entire Internet.

Here’s a photo (below) of Xiomara Zambrana. She used the Internet to launch a social media campaign called Mi Arbol–My Tree–to encourage people to plant trees and help Bolivia’s Environmental Ministry fight deforestation. As a result, 50,000 trees were planted in communities across the country. When more people in Bolivia are connected, more people will be empowered to make a change in the world.

Readers: What country do you think is next for the Internet.org app?

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Image of Bolivian flag courtesy of Shutterstock.

Ex-Facebook, Instagram Engineer Scott Goodson Joins Pinterest

Scott Goodson, a former engineer with Facebook, Instagram and Apple, is the new head of core experience at Pinterest.

Pinterest said Goodson will lead its mobile platform and Web teams, with a focus on improving performance and architecture across iOS, Android and the Web.

Goodson managed the engineering teams for Facebook’s Paper application and Instagram’s iOS app. Prior to Facebook and Instagram, he spent four years at Apple, where he was one of the first engineers to work on iPhone OS 1.0, as well as the primary author of its Calculator and Stocks apps.

He was also the primary author of AsyncDisplayKit, Facebook’s second-most-popular open-source project for iOS.

Readers: What do you think of this hire by Pinterest?

Pinterest was the Fastest Growing Social Network in 2014

Facebook Expands Desktop Video App Ads, Carousel Mobile App Ads

Facebook announced the expansion of the use of video creative in desktop application ads and the use of its carousel format in mobile app ads.

The social network introduced the use of video for desktop app ads in early May, for “select partners,” and principal, monetization Robby Banks said in a developer blog post that the option is now available to all partners, via Power Editor, the ads create tool, the ads application-programming interface and Facebook Marketing Partners.

Banks wrote:

The video unit has similar functionality to our mobile app ads: It’s eligible to play automatically in News Feed; there is a persistent call to action over the video pop-up for ads rendering on the right-hand side of the page; and all videos now have an end card that appears after they finish, with options to replay it or install the game.

Banks also offered the following best practices for developers looking to maximize their use of desktop video app ads:

  • Produce initial concepts based on creative from top-performing Facebook static ads as a starting point.
  • Feature attention-grabbing content for at least the first two to three seconds.
  • Leverage text overlays so that sound is not required to understand the content.
  • Post simple and easy-to-digest video content that is very polished and engaging.
  • Make the creative 15 to 30 seconds in length and show actual gameplay.
  • Avoid reusing mobile creative assets for desktop as this can cause confusion.
  • Ensure that the actual desktop landing page that the creative points to is interesting and relevant.

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On the mobile side, Facebook’s carousel ads, which were previously available only for link ads and dynamic product ads, were extended to mobile app install ads and mobile app engagement ads last month, and the feature is now available via Power Editor, the ads API and Facebook Marketing Partners.

Banks wrote:

The carousel format gives you more creative real estate in News Feed to showcase compelling imagery for your mobile app ad. You can showcase up to five images within a single ad unit, and Facebook will optimize the order of the images based on the relevance to each targeted individual.

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Developers: What are your early thoughts on these new advertising options?

Fallout 4, Xbox Rule E3 Mentions

E3 2015, the Electronic Entertainment Expo, wrapped up in Los Angeles Thursday, and social intelligence platform Synthesio tapped Fallout 4 and Xbox as the event’s mention winners.

Synthesio analyzed E3-related conversation on social networks, blogs and forums since the event began Tuesday, and its findings included:

  • E3 itself accounted for 58.7 percent of mentions, followed by video game systems (20 percent), game developers (10.8 percent) and video games (10.5 percent).

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  • When broken down by video game system, Xbox dominated, at 74 percent, with Playstation coming in a distant second, at 13.4 percent. PC (7.6 percent) and Wii (4.9 percent) wrapped the list.

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  • The bulk of the discussion, 81.4 percent, occurred on micro-blogging sites such as Twitter, while video- and photo-sharing platforms like Instagram accounted for just 3.3 percent, and social networks were responsible for just 0.8 percent.

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And the 10 most-discussed games on day one of E3 were:

  • Fallout 4 (35.4 percent of all online conversations)
  • Star Wars Battlefront (12.1 percent)
  • Doom (10.2 percent)
  • Halo 5 (7.6 percent)
  • The Legend of Zelda (7.2 percent)
  • Uncharted 4 (7.1 percent)
  • Star Fox (6.2 percent)
  • Mirror’s Edge (4.4 percent)
  • Assassin’s Creed Syndicate (3.5 percent)
  • Deus Ex: Mankind Divided (1.9 percent)
  • Synthesio vice president of global marketing Leah Pope said in a release announcing the results:

    Some of our large customers are at the top of the video game market, so the industry is one that we are very familiar with. It is also one that is ideal for tracking social intelligence since it has some of the most vocal fans. This is why it is no surprise that throughout E3, there were more than 3.7 million mentions and conversations occurring online. It is interesting to see what these conversations were discussing, and overall, it seems that video game systems (with 20 percent, second only to the 58.7 percent of conversations surrounding the show itself) ruled the show. Specifically, Xbox drove the most buzz with 74 percent of all online mentions about video game systems.

    When it came to the games, it was very clear that the discussions surrounding E3 were largely about the latest sequels to fans’ favorite games, as well as remade old games that look even better now on the new generation of consoles. This is why the top 10 video games being discussed were either sequels, like Fallout 4, or repackaged originals, like Doom and Star Fox.

    Readers: Were you responsible for any of the more than 3.7 million E3-related mentions?

    Facebook Interviewing at Least One Minority Candidate for Each Opening

    Facebook is reportedly borrowing a concept from the National Football League as part of its efforts to boost diversity in its work force.

    A source told Bloomberg that the social network began implementing a policy of having at least one minority candidate interview for open positions, and Facebook spokeswoman Genevieve Grdina confirmed the initiative to Bloomberg.

    The NFL established the Rooney Rule, named after Pittsburgh Steelers owner Dan Rooney, in 2003, mandating that teams with coaching vacancies interview at least one minority candidate.

    Readers: What else can Facebook do to help promote diversity within its ranks?

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    Facebook to Media: Don’t Forget Author Tags

    Facebook introduced its author tag feature for members of the media in June 2013, and product manager Vadim Lavrusik stressed that it is still a useful tool.

    Lavrusik wrote in a Facebook Media blog post that author tag makes it easier for journalists and other members of the media to enable Facebook users who enjoy their posts to like their pages or follow them.

    He wrote:

    The connection between byline and page or profile is created after a person clicks through a Web article posted to Facebook. When the reader returns to News Feed after reading the article, the story preview will display a Follow button at the bottom of the News Feed unit for journalists with Facebook profiles and a like button for journalists with Facebook pages. A text link to the author’s profile or page is displayed, as well. People who click on the follow or like button will start receiving updates from the author’s profile or page.

    In addition to making it easier for people to follow the author of an article, author tags help journalists connect immediately with the readers who are most engaged and interested in their work and grow their following on Facebook. Journalists can then build deeper relationships with their Facebook followers by engaging directly in conversations, holding Q&As and sharing behind-the-scenes content.

    AuthorTagFollow AuthorTagLike

    Lavrusik also provided instructions for developers or journalists looking to implement author tags:

    The author tag is an easy lift for news organizations that have yet to adopt it; only one additional line of code in the header tag of the page is needed to implement the tag site-wide. Developers can find documentation on the article:author metatag here. Journalists who manage a Facebook profile will need to ensure that “follow” is turned on on their profile. Journalists who manage a Facebook page do not need to take any additional action steps. The author tags are opt-in, and the follow and like buttons will currently display in the desktop version of Facebook.

    Readers: Have you ever taken advantage of author tags to like or follow a journalist or media organization?

    Author image courtesy of Shutterstock.

    Facebook Testing ‘See First’ News Feed Customization Feature

    Facebook continues to experiment with ways to let users customize their News Feeds, and See First, which appears to be an expansion of a test that was spotted in April, is the latest example.

    In late April, some Facebook users began seeing a box with an animated puppy and the prompt, “See more of what you love,” which led to a screen with bubbles containing the profile pictures of friends and pages they had interacted with the most.

    At that point, users were able to select which pages and friends to prioritize over Facebook’s News Feed algorithm.

    Thursday, Josh Constine of TechCrunch shared the screenshots above and below of a feature called See First, which is appearing on select profiles and pages.

    As the title suggests, See First allows users to specify that they want to always see content from the selected profiles or pages. Options also appear to unfollow or return to the default (the News Feed algorithm, presumably).

    A Facebook spokesperson told Constine:

    We are always exploring new ways to improve the Facebook experience, and we are currently running a small test of a feature that lets you indicate that you’d like to see posts from a specific person or page at the top of your News Feed.

    That quote matches nearly word-for-word a statement Facebook provided to SocialTimes in April.

    Readers: Would you like to see Facebook roll out this feature, or something similar?

    NeverMissAPostWithSeeFirst SeeFirst

    PBS NewsHour’s Facebook-First Video Series Is Brief but Spectacular

    PBS NewsHour Thursday launched Brief but Spectacular, a video series that will appear on Facebook before going on-air.

    Brief but Spectacular was created by Steve Goldbloom, and the debut installment featured spoken-word poet Sarah Kay. The segment will air during the broadcast of NewsHour Thursday evening.

    Future guests on the series will include:

    • Transparent showrunner and director Jill Soloway
    • The Atlantic journalist and author Ta-Nehisi Coates
    • Comedy Central Broad City stars Abbi Jacobsen and Ilana Glazer

    Goldbloom said in a release introducing Brief but Spectacular:

    I find it refreshing to have an interview without the interviewer, so I am delighted to be working behind the scenes with my producing partner, Zach Land-Miller, on this project. I think of the series as a protein-packed news segment that will play well on television as well as through native video on Facebook. Working with NewsHour has been an enormous privilege and helps ensure high editorial standards for the series.

    PBS NewsHour executive producer and WETA senior vice president Sara Just added:

    A lot of us missed the essay segments on NewsHour, and we are happy to be bringing this feature back in an updated, digital first way. Steve’s style is modern and engaging and will introduce you to provocative voices and ideas.

    Readers: Will you check out Brief but Spectacular?

    How present are you in each moment of your life?Spoken word artist Sarah Kay explores time and place in our premiere of #BriefButSpectacular – NewsHour’s new Facebook-first series that every Thursday morning brings you snippets of insight from today’s artists, leaders and thinkers.

    Posted by PBS NewsHour on Thursday, June 18, 2015

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    Facebook Makes Ads Manager, Power Editor Easier to Use

    Facebook Thursday announced significant updates to its Ads Manager and Power Editor tools to create and manage ads on the social network.

    The changes are aimed at enabling advertisers to more easily buy, optimize and manage ad campaigns on Facebook, and updated versions of both Ads Manager and Power Editor will begin rolling out Thursday to “a small percentage of advertisers,” with a wider rollout “in the coming months.”

    The social network outlined the changes to both tools in a Facebook for Business post, saying of Ads Manager:

    Ads Manager continues to be the single destination for advertisers to create, edit and analyze Facebook ads, and now it features a streamlined layout that brings performance metrics to the forefront of the tool. That means advertisers can quickly reference how their ads are performing in the same environment where they create and edit them.

    The Manage Ads section is the Ads Manager homepage and shows the ad account’s spend over the last week. When you click into a campaign, ad set or ad, the graph at the center of the page shows performance, audience and placement results. Advertisers can adjust the date range and filter performance data by ad objective, metric, delivery status and other custom options. Plus, they can automatically save and send reports at set intervals, so they don’t have to manually run and distribute reports.

    Within the same environment, advertisers can create and edit multiple ads at once, speeding up the creation and editing process. Bulk editing makes it easy to change the targeting or budget of multiple ads at the same time, and the “create similar” tool helps advertisers quickly duplicate an ad, ad set or campaign.

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    As for Power Editor:

    Power Editor is designed for large businesses that need to create and track many ads at once. The new version of the tool offers a larger and more functional layout for creating ads and improvements to advanced search and bulk editing, so advertisers can easily find and edit existing ads and create new ones.

    Power Editor’s new layout has an edit pane that gives advertisers more working space for editing ads and viewing campaign information. Plus, multiple ad selection helps advertisers edit ads, ad sets and campaigns faster.

    Advertisers can find ads, ad sets or campaigns faster by searching by name or ID or by filtering by delivery status or objective. There are also new “recently edited” and “recently uploaded” filter options, so recent work is easy to find.

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    Facebook director of ads product marketing Matthew Idema said in a statement emailed to SocialTimes:

    We’ve been working closely with marketers and agencies of all sizes to understand what they need to improve the process of buying, optimizing and managing their ad campaigns. These significant upgrades to Ads Manager and Power Editor reflect our commitment to drive measurable business objectives.

    Advertisers: What are your early impressions of the updates to Ads Manager and Power Editor?

    2016 Candidates’ Announcement Days on Twitter (Infographic)

    The announcement Tuesday by Donald Trump that he was throwing his hat into the ring sent the 2016 presidential season into high gear, but how did Trump and the other early favorites, Democrat Hillary Clinton and Republican Jeb Bush, fare on Twitter?

    Social relationship platform provider Spredfast analyzed Twitter mentions within the first 24 hours of the announcements by Trump, Clinton and Bush, as well as the top associated hashtags.

    Findings by Spredfast included:

    • Clinton edged Trump in terms of tweets on the days of their respective announcements, with Bush lagging well behind.
    • Bush was also the only candidate to see the most-used related hashtag have a negative connotation: #nomorebushes.
    • Trump’s comment during his speech about paying $3 for websites drew a lot of attention.

    Readers: Who do you see as the early favorite?

    SpredfastPresidentialCandidates

    2016 election image courtesy of Shutterstock.

    Mobile Enables Sharing of ‘Personal, Relevant’ Moments via Facebook, Instagram

    Facebook IQ examined how the emergence of mobile technology has change the way people share moments, and how that sharing has become more personal and relevant.

    The social network’s insights arm pointed to the shift from the “rigid 15-, 30- and 60-second frameworks” demanded by television ads to the types of sharing that occur via mobile devices, saying in its introduction:

    People have always had these moments in their lives. But marketers never had the opportunity to take part—until mobile. Mobile has given us the opportunity to capitalize on these very important, highly personal and uniquely relevant moments. It has never been easier to find the right people or the right moments.

    In the time it takes us to take a breath, there are 1 million moments of mobile discovery happening on Facebook and Instagram—that’s well over 20 trillion moments of mobile discovery each year. On the surface, some of these moments may feel ordinary. But dig deeper, and they belie extraordinary insights.

    Facebook IQ also offered up the following examples:

    Take the moment experienced by many new parents, for instance: the up-in-the-middle-of-the-night-when-you’re-feeding-or-rocking-your-baby-back-to-sleep moment. Through our research, we found that new parents in the U.S. are active on Facebook in the wee hours, with their first mobile sessions of the day starting as early as 4 a.m. and peaking at 7 a.m. We also found that new parents in the U.S. overindex 1.5 times on mobile versus non-parents. With a baby in their arms and a phone in their hands, mobile is new parents’ connection to the wider world and a medium they can readily consume.

    Or take the moment when people discover a new TV show. We found that, for many people in the U.S., that moment of discovery is now happening online. This is especially true for millennials, three in five of whom go online to discover new TV shows. What that means is they are no longer discovering entertainment content solely on the screens where they consume it. And Facebook is playing a part in that, with two-thirds of adults saying that they discover TV shows on Facebook.

    Then there are seasonal moments like summer, which is about to officially begin in the U.S. Our research found that people’s No. 1 summer association is “relaxation,” yet they say that their No. 1 goal for summer is to get in shape. Summer hashtags related to #fitness on Instagram highlight people’s #motivation to #exercise, #eatclean and make #healthychoices. As people unwind by taking advantage of the many activities that summer has to offer, expect to see the rise of “relaction”—relaxing through action.

    Finally, Facebook IQ offered the following takeaways for marketers:

    • Be personal: Thanks to mobile, people are connecting around millions of personal moments every day—from wedding announcements to birth announcements, from birthdays to beach days and from training for a marathon to watching a TV marathon. By understanding more about moments that matter to people, brands can deliver highly creative, personally relevant experiences that matter more to their consumers.
    • Be precise: Thanks also to mobile, people are creating and consuming many little moments in rapid-fire succession. To resonate and stand out among the multitude of moments, brands need to be precise in their messaging and targeting—delivering the right creative to the right person at the right moment, like byte-sized, image-heavy content that delights a new mom rocking her baby back to sleep in the middle of the night or encourages millennials to go out or chill out in summer.
    • Be persistent: People are sharing—and sharing in—their own and each other’s moments every day and everywhere, especially on mobile. As moments play out on the device that is omnipresent in people’s lives, brands need to establish a persistent mobile strategy. By being personal, precise and persistent, marketers can leverage these ordinary moments to make their brands extraordinary.

    Readers: What did you think of Facebook IQ’s findings?

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    Top Markets by Percentage for WhatsApp, Snapchat, WeChat (Infographic)

    WhatsApp is to South Africa as Snapchat is to Ireland as WeChat is to China.

    GlobalWebIndex determined the top markets for those three messaging applications, in terms of percentage of usage by online adults.

    GWI said in an email to SocialTimes:

    A service like WhatsApp is typical of the 15 or so chat apps we track globally in that fast-growth nations that tend to dominate the top 10. South Africa posts the highest figure of all, an impressive 68 percent, but Malaysia, India and Mexico are not far behind. That’s a result of online populations in these countries being skewed towards young, urban and affluent demographics, which are at the very forefront of smartphone usage.

    Snapchat is something of an exception to the prevailing geographic pattern, though, with mature Internet markets accounting for the majority of the top 10. Usage among teens is also much higher than these overall adoption figures.

    Elsewhere, the success of WeChat in the Asia-Pacific region is typical of this being the region where Facebook’s two messaging apps face their biggest challenge. In fact, Line is tops in Japan, Taiwan and Thailand; BBM is wildly popular in Indonesia; Kakao Talk leads in South Korea; Zalo is significant in Vietnam; and WeChat has the Chinese market sewn up. All this makes it pretty clear that APAC is the region yet to fully succumb to WhatsApp and Messenger.

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