Category Archives: Social Media

Ready, Set, Call-To-Action

InstagramCallToAction

Since its purchase by Facebook in 2012, Instagram has slowly and precisely begun to build out it’s advertising program. Designed to make the free app profitable, advertisements were introduced to users’ feeds almost two years ago, but were limited to a few core brands. Today, Instagram has announced that it will expand its advertising program, allowing all brands to participate in advertising on users’ feeds.

In addition to this expansion, Instagram is testing new call-to-action buttons on some sponsored content. These will include buttons that say, “Learn More,” “Shop Now,” and “Sign Up.” The addition of CTA buttons allows Instagram to remain hyperlink-free, as it has been since it’s outset. As with past adjustments to their advertising program, Instagram remains dedicated to disrupting the flow of users’ feeds as little as possible.

This expansion of their advertising program provides a new opportunity for all brands to tell a visual story on Instagram and target it to Instagram’s younger demographic. And while some critics will remain skeptical until the program’s roll-out, we see this as an opportunity. Brands will be able to share a deeper connection with consumers based on a creative visual story, and consumers will be able to take action when they enjoy sponsored content.

What Sparks Our Fire: Enhancing offerings to advertisers, without compromising the user experience.

Google Results In 140-Characters Or Less

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If you’ve made a Google search on your phone in the past week, you might have noticed a some interesting new results pop up. The “Popular on twitter” section debuted last week and is the first project to come from Google and Twitter‘s new partnership. Google will now show relevant tweets on some of it’s most popular mobile search results.

Displayed just below Google’s own “In the news” section, this new feature will allow searchers to see the most up-to-date information on the subject they are searching for, and help them gauge the public conversation around that subject. The prominent placement of the tweets on the search results page highlights the relevance and importance of social media by prioritizing it second only to “news.”

This innovation is just one of a few that Google has introduced this year to help make their mobile search tool as user-friendly as possible. Earlier this year, Google changed it’s mobile search algorithm to prioritize mobile and responsive websites. They’ve also created new ad experience options for brands advertising via mobile search.

Google and Twitter’s partnership enables social media commentary to become an even larger part of the information-gathering process for search users. And while tweets will only appear on certain search results with enough popularity, it is easy to see how this integration of facts and commentary could potentially help brands. By seeing non-affiliated tweeters talking about a brand, consumers can get a better, more organic sense of the brand’s personality and benefits to them.

What Sparks Our Fire:  Elevating the credibility of tweets as a source of real time information

Dinner is (Instagram) Ready!

Screen Shot 2015-05-15 at 4.45.20 PMChili’s, the international chain of casual dining restaurants is upgrading their menu to bring more to the table.  We aren’t referring to increased portion sizes or even changing menu items, Chili’s is changing the way they present food in an effort to draw more tech-savvy millennials.

Think this sounds a bit farfetched?  Think again. Instagram has over 300 million active users, 75 million of those users are active on Instagram daily, and every single minute an average of 90 new photos with the hashtag #foodporn are uploaded. 

The presentation of food, known as plating, is a longstanding important element of all upscale restaurants and their dishes, but since instagram hit the scene, users across the world are posting filtered food pictures constantly.  It’s a wildly popular trend that has withstood tons of backlash from chefs, restaurants and journalists.

We aren’t sure if this result in an increase of social media posts or sales for Chili’s, but we commend them for tailoring their product to meet their audience’s desires.  Good job Chili’s, we hope this marketing tactic doesn’t backfire like endless apps at TGI Fridays.

What Sparks Our Fire: Brands that pay attention to their customers

Envisioning A Whole New Reddit

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With over 169 million unique monthly visitors and the infrastructure to self-segment, some might wonder why Reddit isn’t already a go-to destination for brands looking to advertise online. From the outside, Reddit’s platform provides an ideal way to uniquely interact with consumers through sub-reddits that populate the site and segment users based on interests, location, etc. However, Reddit’s nasty reputation has prevented it’s advertising business from growing at the same rate as sites like Facebook, Twitter, or even the more risqué Tumblr. Even though 6% of the US population visits Reddit, the site has always been known more for it’s embrace of the idea that anything goes in the name of free speech, including online harassment.

As of today, Reddit executives are looking to change that reputation by implementing a new anti-harassment policy. Users will be able to email Reddit employees about harassment, which will result in the harasser’s ban on the website. While some are skeptical about about the impact of a team of Reddit employees monitoring this activity, most users see this policy change as a step in the right direction. If Reddit is able to clean up it’s harassment issue, the impact on the community will be an improved user experience, and will entice brands in the process.

What Sparks Our Fire: A policy shift that may open opportunities for your brand

The Power of Checking In

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As part of the marketing community we often concentrate on utilizing social media and the data collected from it, to develop campaigns and understand our consumers. However, during times of natural disasters and community crises, we are reminded of other, more meaningful uses of these platforms–to help connect people in need.

After this Saturday’s magnitude 7.8 earthquake hit Nepal, some of social media and technology’s largest brands rolled out tools to help locate individuals and help communities understand where to direct help. Facebook launched it’s Safety Check feature, where users in the affected area can check in to tell family members and friends that they are okay. Similarly, Google launched it’s Person Finder tool, which hosts a database of people who are accounted for (the database currently contains over 6,200 records). Airbnb has set up an emergency response tool that helps those stuck without shelter to find a temporary solution.

These tech companies have traditionally done an exceptional job helping people connect with one another in the immediate aftermath of a crisis, but have not rolled out any programs designed specifically for ongoing support in the months and years where rebuilding occurs. Thinking about how social media platforms utilize data, Morgan and Caitria O’Neill of Recovers.org created flexible software that allows community organizers to prepare for crises before they occur. In their TED talk, the O’Neill sisters explain how this software works and how it came to fruition after their own experiences trying to use Facebook to organize their community after a tornado leveled their hometown (you can watch the TED talk here).

These tools are excellent examples of how the rise of social media continues to change how we as humans connect with each other beyond just the digital world.

What Sparks Our Fire: Seeing the positive impact of social media