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February 2nd, 2016 ADVERTISING none Comments

stick men -forum sign image www.socialselect.net

Social media works but brands need to be bold if they want to stand out, according to Publicis Pusher’s MD, Kim Hopwood.

Social has come under fire at late with marketing professor Mark Ritson questioning the flood of ad dollars flowing to social, without being backed up by ROI.

Hopwood was speaking to AdNews following its recent social media campaign for the Australia Day Council of NSW, which is a “social media first” for the brand.

Publicis Pusher used its ‘Newsdesk’ tool – a real-time social media newsroom – for the Australia Day Council of NSW, to engage with people celebrating Australia Day.

The campaign had no paid media and according to preliminary tallies clocked up more than 400,000 conversations on the day and 8,000,000 impressions across social media.

“You need to be bold on social media, because it’s easy to be wallpaper,” Hopwood says.

“But the results of this are speaking for themselves. Newsdesk allows us to amplify things without media investment.”

The Newsdesk tool has been part of Publicis globally for more than 18 months but rolled out locally at the end of last year.

Publicis Pusher was created in November 2014 when Publicis acquired digital agency Pusher.

While Newsdesk is aimed primarily for mass-scale events, it can be also used for always-on marketing and even crisis management.

Hopwood says while it’s “early days” the tool has already proved popular with brands including Garnier, by tapping into marketer demand for real-time communications.

For the Australia Day campaign, a team of 12, including four community managers, two content producers, four creatives and two strategists, used a suite of tools to identify relevant conversations and respond at scale in real time.

In addition, content from the campaign engaged more than 110,000 people across Facebook, Instagram and Twitter and engaged conversations with influencers including the President of India Pranab Mukherjee and singer Recce Mastin.

“The benefit is being able to respond to people and give a better customer experience on the day,” Hopwood says.

“When we’re talking about customers for Australia Day we’re talking about citizens. Australia Day is a celebration of our nation, the government invests a lot in making sure we get the most out of our day and we’re adding in a layer of customer service.”

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Henry Sapiecha

Stephanie Smith poses for a fashionable post on Instagram. Instagram image www.socialselect.net

Stephanie Smith poses for a fashionable post on Instagram. Photo: Instagram

Stephanie Smith has thousands of followers on Instagram, and it is starting to affect her work.

Steph in a bikini, Steph in her gym gear, Steph at work, Steph driving a $75,000 Range Rover, Steph eating delicious food in a cafe, and Steph just generally living a life of travel, leisure and beauty.

Stephanie Smith has a huge following on Instagram image www.socialselect.net

Brooke Hogan also spends a lot of time on Instagram.

Major brand Adidas features in a Brooke Hogan Instagram photo.Brooke Hogan, Instagram image www.socialselect.net

Like Smith, Hogan crafts every shot and thinks very carefully about what she includes in each photo: her exercise clothes, the food she eats, her outfit on a big night out, and lots of photos of her at work.

This attention to detail is paying off. The careers of both models are thriving, thanks to the popular photo-sharing app.

Let’s rewind briefly to the old days (about two years ago): an advertiser looking for a model rings up an agency and says, “Oh hi, we need a blonde girl who looks good in a green coat”, or something similar, and the agency sends them a bunch of blonde girls to choose from.

Stephanie Smith posts a photo with Tiger Mist co-founder Alana Pallister on Instagram. Instagram image www.socialselect.net

A photo from Sahara Ray’s Instagram account with Tiger Mist co-founder Alana Pallister. Photo: Sahara Ray, Instagram

However, as we all know, everything is changing.

And the people running Australia’s big modelling agencies say that today the phone call from advertisers is likely to sound more like this: “Oh hi, who has the most followers on Instagram? OK, we want them.”

Instagram was born in 2010, the brainchild of computer programmers Kevin Systrom and Mike Krieger as a photo-sharing website and smartphone app.

In early 2012, Facebook purchased Instagram for about $US1 ($1.27 billion) billion.

It claims to have 300 million active users today, predominantly young urban women under 35 years.

It is now worth about $US35 billion, says Citigroup, because of how much revenue could be earned if it started advertising to all those users.

However, the fact that it is still free for everyone to post and share the snappy little square images makes it a highly effective way to sell products.

Advertisers can reach millions of people for a few hundred or few thousand dollars to post. And unlike radio, television or print, there are no annoying regulations.

Radio broadcaster Alan Jones might have to declare his sponsored messages, Instagrammers don’t.

Stephanie Smith posts a photo of herself at a photo shoot for Exs and Ohs lingerie
Stephanie Smith posts a photo of herself at a photo shoot for Exs and Ohs lingerie Photo: Instagram

Matthew Anderson, manager and director of Chadwick Models, says his firm started paying attention to Instagram about two years ago.

He finds himself inundated with requests for models not simply on the basis of their height or their hair colour, or even their previous work, but according to their popularity on Instagram.

Take 21-year-old Steph Smith, known as @stephclairesmith to her 622,000 followers.

“I get probably up to 15 requests a day exclusively because of her Instagram profile,” Mr Anderson says. “The impact on the requests for her has been substantial. We didn’t take her on because of that. Two to three years ago, Instagram was new. We didn’t know about it.

“More people see her posts than read the Herald Sun and Daily Telegraph combined.”

Well, not quite. The latest circulation figures show about 2.4 million people read those papers every weekday. However, a lot of them aren’t young and female. Finding a model with 622,000 ready-made devotees amplifies the advertising dollars.

Smith maintains there is no magic formula to attracting followers.

She posted pictures, they were reposted by “fitness inspiration-type pages” and her fan base grew.

“I was lucky enough to have great regular clients before Instagram, but it’s definitely helped with getting my name out there internationally,” she says.

She is careful to only endorse products she actually likes and warns other models to be selective or risk cheapening their reputation. She posts one or two pictures daily and garners about 15,000 likes for each photo.

One of her commercial deals includes a free car on loan from a dealership in Doncaster. In exchange, she posts pictures of herself in front of the white Range Rover Evoque.

The marketing manager at Lance Dixon, Danielle Doupe, says a lot of women between the ages of 16 and 35 follow Smith and her posts influence their choices.

When one of Smith’s car photos got 19,000 likes, the dealership picked up 80 new followers.

It is a similar story at other agencies.

The Melbourne manager at Vivien’s Model Management, Sarah Bisogni​, reveals that social media numbers are creeping into selection criteria.

“It’s essentially a numbers game; the more followers they have, the more followers they reach, which is incredibly enticing for clients and can be just as lucrative for the model,” Ms Bisogni says.

And advertisers like it when models post pictures of the fashion shoot, often requesting it as part of the contract.

Vivien’s model Brooke Hogan, 23, says her 283,000 followers come from shots reposted by fitness and fashion accounts.

She was also a contestant on Australia’s Next Top Model.

Instagram didn’t exist when she started modelling and she had no idea it was increasing her value until she started getting work inquiries through it.

“I like to update my followers on a daily basis on what I am doing, who I am shooting for etc, so when I am at a job I am always taking pictures to upload ‘selfies’ or asking someone on the team to take a photo of me or with me.”

Consider for a moment that Myer’s Instagram account has 112,000 followers and David Jones’ account has 133,000. And that superstar model Megan Gale has 242,000 followers and Jessica Hart 198,000.  It shows how powerful these younger women can be.

The founder and director of online clothing retailer Tiger Mist, Stevie Pallister, books models based on followers and the aesthetics of their Instagram account.

This is what attracted the retailer to US-based model Sahara Ray, who has significantly increased Tiger Mist sales to the US over the past three years through regular posts to her 693,000 followers.

“We liked her because we had seen her on Instagram. She just had something a little big different about her photos [and] original content. Lots of girls comment about her outfits,” Ms Pallister says.

Tiger Mist primarily uses three models, including Smith, who collectively have nearly 2 million followers. It sees an instant boost in sales whenever one of these women posts pictures of its clothes, or is photographed on Tiger Mist’s own page.

Ms Pallister says the retailer has stopped using Facebook for online advertising because it has less impact and costs too much.

Chadwick Models keeps an updated list of of the number of followers for each models.

Yes, looks still matter, but a strong following can increase the workload of an “average” looking girl, Mr Anderson says.

Models with more than 100,000 followers can get about $1500 for a single post featuring an advertiser’s product.

“I would be reluctant to sign anybody based purely on their social media following. Because I think it is only a matter of time before that bubble bursts,” he says.

This is the first story by Lucy Battersby as our Trending reporter, a new round covering trends in society and technology for The Age. Lucy will be assisted by Alana Schetzer.

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Henry Sapiecha

FACEBOOK TO CHARGE $100 ACCESS FEE TO SOME USERS

Facebook is dabbling with charging members as much as $100 to get messages to the inboxes of strangers such as social network co-founder and chief Mark Zuckerberg.

“We are testing some extreme price points to see what works to filter spam,” Facebook said on Friday in response to an inquiry regarding the costly delivery fees.

In December, Facebook began testing the feasibility of charging to guarantee that messages from strangers make it into inboxes of intended recipients.

At its launch, the Facebook Messages test, limited to the United States, let a sender pay a dollar to make sure an electronic missive is routed to someone’s “inbox” even when the person is not in their circle of friends.

In a spin revealed by Mashable and other technology news websites, the test includes evaluating whether ratcheting up delivery prices for high-profile members such as Zuckerberg helps ensure that only messages truly of interest get to inboxes.

The Facebook messaging system was billed as being designed to deflect seemingly unwanted correspondence into an “other” folder that can be ignored.

Facebook said it wanted to determine whether adding a “financial signal” improves its formula for delivering “relevant and useful” messages to members’ inboxes.

Facebook already uses social cues, such as connections between friends, and algorithms that identify spam messages.

Dabbling with getting people to pay to connect with Facebook members comes as the social network strives to tap the potential to make money from its membership base of more than a billion people.

Sourced & published by Henry Sapiecha

Pinterest Blogger captures stardom by pinning 5700 images on site.

Christine Martinez spent the past week frolicking on the Caribbean island of St Barts after becoming a star by sharing her sense of style at Pinterest.com.

Pinterest has become the web’s hottest young website, particularly among women, by giving people virtual bulletin boards that they decorate with pictures showcasing interests in anything from food to sports, fashion or travel.

“Gawd I love Pinterest,” fashion blogger Martinez said in a Twitter message fired off between flights on Friday as she made her way back to her home in the Californian city of Oakland

Nearly a million people have signed up to follow Martinez at Pinterest where people “pin” pictures they have taken or, in most cases, plucked from elsewhere on the internet.

“I have a penchant for pretty,” Martinez said in her Pinterest profile, which had a picture of her with her cherished dog ‘Miles.’

As of Saturday, she had 43 Pinterest boards with more than 5700 images reflecting her taste in jewellery, swimsuits, and more.

Pinterest is such an influential fashion venue that chic beachwear label Calypso St Barts took her to the French island territory for a week to “live pin” the label’s swimsuit photo shoot.

“Pinterest is the latest procrastination tool of the masses,” Avery Spofford of fashion website shefinds.com wrote in an online post citing Martinez’s adventure as evidence of Pinterest’s clout.

“Mostly, people just like to look at photos of puppies and cake and interior design,” Spofford continued. “Us, too!”

Pinterest was launched in early 2010 and has been growing at a dizzying rate in the past six months despite being invitation-only. The website reportedly has more than 13 million users.

Pinterest is driving more online traffic to retail websites than social networks LinkedIn, YouTube and Google+ combined, according to a January report from Shareaholic.

The first investor to back in the venture, Brian Cohen, is delighted with its results so far.

“Pinterest’s traffic charts aren’t hockey sticks – they’re rocket ships,” internet tracker RJ Metrics said in an analysis released last month.

“Pinterest is the hottest young site on the internet.”

Brands are leaping onto Pinterest, setting up pages to appeal to prime shopping demographics or forming collaborations such as the one between Martinez’s MilestoStyle.com blog and Calypso.

“The amount of free advertising a brand gets on Pinterest is ridiculous,” blogger Kerry Sauriol wrote at WomenInBizNetwork.com.

“Without even having their own Pinterest boards, clothing companies, furniture designers, tech companies, and on and on have their products pinned and adored,” she continued.

“Think of the marketing power of a brand that does have a board.”

Other websites have begun adding “pin it” buttons inviting visitors to decorate Pinterest pages with images using a single click, according to co-founder Ben Silbermann.

“The last few months have been a whirlwind here at Pinterest,” Silbermann said in a recent blog post. “It’s humbling, and exciting.”

The small Pinterest team works in box of an office in single-story building in downtown Palo Alto in Silicon Valley.

About a dozen engineers were working at rows of desks in an undecorated room when an AFP correspondent visited.

Pinterest said it was too swamped with attention from users and media for interviews.

Rampant pinning of images snagged from the internet has raised concerns about copyright violations at Pinterest.

The website follows procedures set out in US copyright law and has a form at the site for reporting violations, Silbermann explained. Each “pin” has a flag icon for marking pirated content.

“We care about respecting the rights of copyright holders,” Silbermann said.

“Copyright is a complicated and nuanced issue and we have knowledgeable people who are providing lots of guidance.”

Pinterest fans include Dave Morin, a longtime member of the Facebook team who left the leading social network to start Path.

Morin sees Pinterest as part of a trend for people in “the world’s biggest club” Facebook to form sub-groups based on interests or close relationships.

“Now that the world understands how to be social through the internet people want unique experiences in different contexts,” Morin said, noting that Path lets people intimately share with family and close friends.

“Pinterest has a space where you can talk about your deep interests,” he continued. “In my case, deep interests in ski gear or photography gear.”

Sourcd & published by Henry Sapiecha

Social Networks set

To Capture 11%

of all Online Ad Spending

in 2011

U.S. marketers will spend $3.08 billion to advertise on social networking sites this year, according to new estimates from eMarketer.

That’s a 55% increase over the $1.99 billion U.S. advertisers reportedly spent on social networking sites in 2010, and nearly 11% of what they are expected to spend on all online advertising in the U.S. in 2011, eMarketer says.

Worldwide spending on social networks is expected to rise 71.6% to $5.97 billion, approximately 8.7% of the total amount advertisers are predicted to spend online in 2011.

And which social network is poised to take the biggest slice of those ad dollars? You guessed it: Facebook(Facebook).

eMarketer expects that advertisers will spend $4 billion on the social networking giant this year, $2.19 billion of which will come from U.S. advertisers. That’s more than double the amount ($1.86 billion) Facebook pulled in in 2010.

“2010 was the year that Facebook firmly established itself as a major force not only in social network advertising but all of online advertising,” said Debra Aho Williamson, principal analyst at eMarketer. “In 2011, its global presence is something multinational advertisers can’t ignore.”

It could even surpass these estimates if it’s able to increase its global user base and pull in more revenue per user, she said

Sourced & published by Henry Sapiecha