The PatchSocial media new features updates for marketers

Yearly edition – Best of 2013

• Easier ads on Facebook• Twitter, the perfect newspaper

• LinkedIn profiles more and more social• Pinterest a hit in e-commerce and referrals• Google+, the beast lurking in the shadows

FacebookLess and better ads to target your audiences

Facebook did a lot this in 2013 to go from 27 to 13 ad formats, and making the latter smarter

• Partner categories, Lookalike , new Interests, and Video ads expected to run soon: Innovation in ads have been numerous and allow even neater targeting

• Additionally, no more third-party app required are required to run a Contest/Promotions, which makes it easier for SMEs with small budgets

FacebookThe new algorithm is your friend

Facebook algorithm rules what’s seen and not seen in people’s newsfeeds. You need an expert, outsourced or in-house, to know what to post, how, when, and optimizing on the long-run

More than 100k factors influence the rank of a status, but 3 top the list: • Affinity (the more a fan likes what you publish, the higher it is), • Weight (a Comment is ranked higher than a Like), • Decay (old = less value)

Instagram3-5% conversion rates on Instagram Ads!

Instagram now monetizes its audience… and tries to catch up with messaging apps:

• The first ever Instagram ad by Michael Kors got 3x as many likes as average post, and up to 5% conversion

• Instragram Direct adds direct, private messages between 2 or more users, to compete with WhatsApp, SnapChat

=> You’re in the luxury, travel, art business: think of your content strategy in pictures, and prepare to experiment these mobile-only and quality ads.

TwitterThe perfect newspaper

Twitter turned 7 this year, got increasingly visual… even Pope Francis is there!

• Bigger pictures, Related headlines, Alerts, using Twitter as a remote control for TV, embedded videos make Twitter more and more like the perfect newspaper

• In addition, Twitter Cards make ads and promoted links embedded as a picture with inserted call to actions

• New geo-targeted ads, analytics platform, retargeting ads, ads for TV viewers,

=> As a brand, act like a media, and do use Twitter as your own newspaper to keep fans & followers updated

LinkedInProfessional profiles get more and more social

LinkedIn is a great tool to use as an individual user or a recruiter. For brands, it’s still a pain

• 1 billion Endorsements later, profiles with skills recommended by peers have increased visibility

• Users can see the power of their social activity more easily too, and their full network as a map

• LinkedIn got new analytics, an improved Slideshare, Sponsored updates and Sponsored Jobs for brands … but it’s still a pain to be there with expensive ads and poor overall UX.

PinterestE-commerce & women-related brands: be there

Pinterest is a hit for anyone targeting women-related activities, e-commerce, luxury or travel • Analytics available since March, Pinning videos since May, Promoted Pins in the making, and $250m

raised late 2013 make Pinterest an effective and innovative platform

• Pinterest works: “highest average order” from social platforms with $80.54, and 2nd

to Facebook only social referrer of traffic to websites.

• Pinterest even e-mails you when the price of one of your Pins drop

FoursquareFrom the B2C ego-trip to a B2B data service

We geeks all love Foursquare, for they were native on mobile so early, with tons of data and a user experience rarely seen on apps. It’s more an more a B2B tool these days:

• SMEs can now do Paid Promotions to push their listings, and run themselves their ads on Foursquare, and even do Retargeting of users who checked-in to their place.

• As a restaurant owner, help users search in menus

• For users, the app is getting near a Radar with passive recommendations

TumblrThe deal of the year, but for whom?

With a $1bn purchase from Yahoo, Tumblr is now off the radars as a competitor in the social media field. Winners of this deal: early investors. Not so much Yahoo, and even less users.

• Why did Yahoo buy Tumblr? Access to teenagers, revamping an old brand, and getting access to a huge database of content for its other online publications.

• A few weeks after the purchase, Tumblr rolled out its ads , but other saw referrals from Tumblr dropping. No news since then…

Google+Killing organic search for non-Google users

The day people stop looking to Google+ as a “Facebook bis”, they will understand why it’s a hit:

• Google gets a ton of data on users with Google+: As a social login, it’s catching up with Facebook Connect, as the way to comment on Youtube, it forces users to be there, and with Hangouts, Gmail, Apps, it gathers even more data for advertising everywhere.

• SEO-wise, Google+ is still a scandalous advantage, and helps to “kill organic search”, with Author Attribution as another boost for writers using Google+ on their websites

Google NavBar

Google Ads

Google Maps

Organic results

Google & Google+A B2B and collaborative platform for SMEs

From Google Apps to Google Hangout, and the latest innovations, Google is a top platform for SMEs, business owners, and larger brands willing to make their activity social and useful

• For professional users, Live Q&A and Helpouts are two great ways to showcase expertise. Restricted Communities offer a great “Facebook for office”

YoutubeIt’s the new (social) TV

Youtube is now just like TV, with an easier access for content producers, better tools to edit, and business models to make it viable

• Channels with subscriptions starting from $0.99/month now available

• Content partnerships debut with GE, Amex, PepsiCo… Youtube even has a studio now!

• As a publisher, you now have a better access to your Top Fans

Thanks!

Agence Tesla, a social media agency in Singapore and ParisMartin.pasquier@agencetesla.com

Follow us on Twitter @agencetesla or www.agencetesla.asia

Why “The Patch”? In computing, a “patch” is a software update to correct bugs, improve performance or update a program. We want to “patch” marketers with the latest curated

social media new features.