6 Buzziest Pro- and Anti-Obamacare Marketing Moments

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GetInsured, a nine-year-old health insurance online retailer, gathered social media numbers for the various buzzy moments that have transpired around the Affordable Care Act (a.k.a., Obamacare) during the last several months.

Mountain View, Calif.-based GetInsured sells healthcare packages for Obamacare-era providers like Oscar as well as longstanding names such as Humana, Anthem, Aetna and Coventry. So, its concerns are much more about the color of money than blue or red politics. And with that in mind, the Web company's findings represent the progressive and status quo sides of the healthcare debate.

GetInsured pulled social stats from Facebook, Twitter, YouTube, LinkedIn and YouTube and provided them exclusively to Adweek.

Here are the six most viral moments in Obamacare marketing, per GetInsured's research.

1. Thickety humor. President Barack Obama appeared on comedian Zach Galifinakis' "Between Two Ferns." The online program drew cheers from the political left, while garnering jeers from the conservative right. Regardless of viewpoint, it proved to be a show-stopper.

•       Total social shares: 344,835

•       21 million video views

2. Lost in translation. On his late-night show, ABC's Jimmy Kimmel asked people on the street: ACA or Obamacare, which do you like better? People had strong opinions, while hilariously lacking knowledge on the subject at hand.

•       Total social shares: 326,041

•       3.9 million video views

3. About the check. During February, Gator's Dockside diners found a 1 percent Affordable Care Act surcharge on their lunch and dinner tabs. The eatery's owners were not fans of Obamacare, and the story caught the attention of mainstream media and social channels.

•       Total social shares: 44,509

4. Monster mash. Conservative activist group Generation Opportunity created its "Creepy Uncle Sam" videos, designed to discourage millennials from signing up for Obamacare. The ads debuted in September, with Uncle Sam menacingly appearing during a young woman's pap smear, with the message: "Don't let the government play doctor."

•       Total social shares: 32,254

•       2.2 million video views

5. The Doge Meme. The U.S. Department of Health and Human Services borrowed from an Internet phenomenon, called "Doge," in an effort to enlist more consumers in Obamacare. The meme, featuring the picture of a dog with captions indicating he thinks in broken English, was borrowed by HHS in the below photo and posted to the agency's Facebook page.

•       Total social shares: 5,795

6. Brosurance, huh? Okee dokee. In October, nonprofits ProgressNow Colorado and Colorado Consumer Health Initiative partnered to create the hashtag #brosurance with promos featuring dudes doing keg stands as well as the copy, "Not having health insurance is crazier." The campaign, dubbed Got Insurance?, also featured a riff on the Ryan Gosling "Hey Girl" meme for women with a "Let’s Get Physical" ad: "OMG, hope he's as easy to get as this birth control." Comedy Central's The Daily Show with Jon Stewart mocked the bad ads.

•       Total social shares: 5,664






Facebook ‘Nearby Friends’ Will Track Your Location History To Target You With Ads

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Facebook Location Targeting Facebook says it’s not using its new Nearby Friends feature to target ads yet, but after I asked why it’s tracking “Location History” it admitted it will eventually use the data for marketing purposes. This morning, the proximity sharing feature began rolling out to iOS users after it’s launch yesterday, and with it I discovered a new “Location History”… Read More

April 19th 2014 Facebook

Facebook Says Paper Users Browse 80 Stories A Day, Adds Features That Let It Replace FB For iOS

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851569_1386456404968603_645729474_n Facebook just released Paper 1.1, an update that adds features and notifications to make it a more comprehensive substitute for Facebook for iOS. It also gave the first momentum update on Paper since its Febraury 3rd launch, saying “people have explored an average of 80 stories a day”. It didn’t release a user count, though, and some critics are calling it a flop. Read More

April 19th 2014 Facebook, Mobile

Virgin Galactic Is Going to Be Social Media on Rocket Fuel

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It might be two years before Virgin Galactic carries paying customers—rich people and celebrities, mainly, with $250,000 to fork over—into outer space.

But given that Virgin Group CEO Richard Branson and his team yesterday chose Edelman Digital to help the brand manage social media as part of its larger public-relations-based chores, it's fair to ponder about the ridiculous buzz the venture will generate. Can you imagine what Twitter, Facebook and other social channels are going to be like if Branson's venture gets going for real? The Internet would completely blow up. (And to be fair, when or if competitors such as Elon Musk's SpaceX and Peter Diamandis' Planetary Resources get their projects literally off the ground, the attention will be similarly palpable.)

Ron Guirguis, managing director of corporate affairs at Edelman Digital, spoke with Adweek today to preview what social media around space hospitality might entail.

Please describe the social work your team will perform for this orbital brand.
We will help them define what the social voice is going to be for Virgin Galactic. From there, we'll work with how to engage not only the general public, but the 700 future astronauts that are ready. And lastly, we'll be helping them with [online] community management.

To your point about future astronauts: The interest that celebrities like Leo DiCaprio are going to generate is going to be virtually out of this world—as well as literally in the sense that they could potentially communicate from space via digital media.
Absolutely. But we are not counting on that. Or, it's not why we are doing it. But there is no doubt that people with large followings online are going to mean that many more people are going to be exposed to it. The more, the better.

Since the social media attention these flights get should be crazy, will best practices and standard benchmarks—in terms of even the buzziest brands—even apply?
The tools, strategies and lessons we have learned—PR, social media, content marketing, integrated branding—will all apply. It will all be brought to bear for Virgin Galactic. Social engagement is ultimately social engagement. We want to engage people with the brand. It's kind of a PR answer, but it is the truth.

Will there be standard Facebook pages and Twitter handles for the initiative?
The plans are still rough, but yes. There's going to be so much great content when you start thinking about what's going to be happening in the next few years with Virgin Galactic. It's such a great [general] story, but also a great business story. They are pioneering and creating a brand-new industry. And that's pretty exciting stuff. They are documenting all of it. The content treasure trove is great for social.

Looking ahead, what content are you most excited about?
Well, there's not only the video content, which will be compelling. There is also the fascinating conversations they have captured with their own scientists, Burt Rutan from SpaceShipOne and Richard Branson. There are dynamic pieces that people will want to engage with. Once people start to unpack this story, they'll understand that it's about more than the space tourism component. It's about the wonder, possibility and impact of commercial space flight … When you do what we do for a living, this is the kind of opportunity that comes around once in a lifetime.

The Wright Bros. experienced problems when they started. NASA has had well-documented issues, too. Is crisis management—if something were to go wrong—part of Edelman's job in all of this?
We are managing all aspects of communication for the brand. You can imagine that when the president of Virgin Galactic is former NASA chief of staff [George T. Whitesides], these guys are well-versed for planning for every possible contingency. They are prepared for everything. Obviously, we are planning for these things to be successful. And we will be there by their side if there are delays or other issues.






April 18th 2014 Facebook, Technology, Twitter

Twitter Unveils Mobile App Install Ads

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Twitter is officially revealing mobile app install ads as a beta product today, ending months of chatter that such a marketing feature was in the making. The ads will run on Twitter's mobile app as well as via MoPub, the mobile ad network that Twitter purchased in September.

The development is designed to bolster the San Francisco-based company's revenues in general, while specifically pushing its mobile ad sales forward. Though it will not figure prominently into Twitter's first quarter earnings report on April 29, the new revenue stream could prove to be encouraging among the tech giant's investors.

The MoPub implementation, in particular, will be worth watching. The network, per Twitter, reaches one billion devices and facilitates 130 billion ad requests via smartphones every month.

Twitter is unveiling the the mobile app install promos with a slew of beta advertisers, including Spotify, HotelTonight, Kabam, Deezer, SeatGeek and GetTaxi, among others. They have been testing the ads in recent weeks.

"Twitter has jumped to be our number one acquisition channel, we couldn't be happier with the results of the beta," Rich Pleeth, global marketing vp at GetTaxi, said in a statement. "The engagement rates are remarkable, not only have we seen stellar results, but we've learned some great insights."

Twitter's move comes four months after its IPO and is reminiscent of Facebook debuting mobile app install ads in October 2012—five months after CEO Mark Zuckerberg & Co. went public.

Eight-year-old Twitter has 30.8 million active smartphone users, per eMarketer, but will need to gain more mobile market share. For instance, according to eMarketer, Facebook-owned Instagram has 35 million active smartphone users after only being in existence for three years.






April 17th 2014 Facebook, Technology, Twitter

How One Guy Wooed 2,000 Women on Tinder

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Blake Jamieson is trying to digitally play his way into women’s hearts, and it might actually be working. The aspiring content marketer applied a little branding to his profile on Tinder, the hot-or-not-style dating app, and said he's now matched with more than 2,000 women.

Some might call his e-dating tactics a form of spam and others might even call them false advertising, but Jamieson says he's simply found a playful way to increase his odds on the app, which at its most basic level is a game.

Tinder users, on their smartphone touchscreens, swipe right on profiles and photos they like and swipe left if they don't. And then matches can begin texting each other. Jamieson, 29, found some interesting dating insights. For instance, only 8 percent of women made the first move, until he made some adjustments to his profile and raised that rate to 18 percent. Jamieson shared his story with Adweek today, detailing how he adjusted his personal branding on the app to increase his love appeal.

What Jamieson learned could be a valuable lesson for content and social media marketers looking to engage with fans—and spark conversations—on new platforms. In his experiment, Jamieson made his profile look as if Tinder had endorsed him with an authentic-seeming logo and "Match of the Day" written on it.

"I hoped it would add more trust and credibility, which would result in more matches," Jamieson wrote in his initial recap on the blogging site Medium.

He said the tactic may have exploited the system, but didn't think it misled women, many of whom recognized that it was a joke, he said. Jamieson is a social media marketer for a pool supply company and lives in Phoenix, Ariz.

He called his Tinder tests a "win for native advertising," boosting his reach by creating a profile that captured the look and feel of the app. Tinder has experimented with native ads, last year it ran dating profiles of characters in the Fox show The Mindy Project.

Here's how Jamieson made thousands of matches and the real-life results. And oh yeah, he has not been banned by Tinder, he told Adweek:

  • He first used a "Match of the Day" logo starting in March, leading to 800 matches. He also swiped right, liking, every profile in every age group—18 and over—within a 100-mile radius, the maximum. That alone increases the chances of matching.
  • He also added quirky messages to his six profile photos in the spirit of Tinder, such as: "But those dimples tho;" "He is taller than you;" and, "Swipe right."
  • After the first 800 matches, Jamieson refined his approach leading to more than 2,000 matches. He increased the first-response rate from 8 percent to 18 percent of matches who texted him first.
  • So how did he increase women who contacted him by 125 percent? He redesigned his fake Match of the Day logo and updated his bio. He borrowed a redesign from a friend of his, CamMi Pham, who used a banner at the top of the profile photo that now reads "Hot Match of the Day." In the original attempt, he used the Tinder flame logo to frame his face in the profile photo and mask everything outside the logo in black and white. He said the new look felt more native to Tinder.
  • Little known Tinder fact: Updating profile photos puts you back in the pool of singles who swiped you off the first time around, giving you a second chance.
  • His new bio also now says: "And yes I really am your 'hot match of the day.' It’s a new feature." He called that addition "a little humor," but some might call it misleading. "Sure it might have annoyed some people, but everyone that took the time to message me congratulated me for being clever," he said.
  • In his old profile, he included a link to his Medium page to boost clicks. In the updated bio, he said the call-to-action, rather than a click, was to encourage replies. So he posted a question: "If I said, 'I like your style' What would you say? (There’s only one correct answer)." The correct answer is "I like your moves," from Starsky and Hutch.
  • He also now includes Instagram and Snapchat contact info.
  • Now, did any of this get him a real-life date? Yes, he set up five dates, and one led to a second and third date.






April 17th 2014 Facebook, Mobile, Technology

Zuckerberg: Facebook Graph Search Is “A Five-Year Thing”

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It’s been more than a year since Facebook introduced Graph Search to the world — its first foray into developing a serious search product for Facebook users. If you think development of Graph Search has been moving at a snail’s pace, you’re probably not alone. The rollout to…



Please visit Search Engine Land for the full article.

April 17th 2014 Facebook

Amazing Data From Ian McKellen and Patrick Stewart’s Social Bromance

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If anyone has had more fun promoting a Broadway production than Ian McKellen and Patrick Stewart, it must have included a hearty diet of adult beverages and illegal drugs.

The pair of legendary actors wowed social media users while pushing their No Man's Land/Waiting for Godot twinbill, which ran from Oct. 1 through March 31. It's worth noting that—outside donning their Godot play hats and occasionally using a #twoplaysinrep hashtag—the duo's marketing was fairly subtle. They didn't cheesily hold up "No Man's Land" signs or wear branded tee shirts, instead focusing on goofing around like chums. Though their digital shenanigans racked up a whopping 600 million impressions on Facebook, Twitter and Instagram, per exclusive data from Shareablee.

During the six-month period, said the social data company, Stewart tweeted 105 times, garnering about 500,000 retweets and favorites. For sake of comparison, Oreo—widely considered a social branding juggernaut—received some 46,300 Twitter retweets/favorites during the same period, according to Shareablee.

Here are five other fun facts from Shareablee:

  1. McKellen was more active than Stewart on Facebook, as the former built his audience to two million fans and received nearly 2.7 million likes, shares and comments. That total is more than double what Coca-Cola saw in the same period with 1.2 million of such actions. Frankly, given Coke's Facebook prowess, that seems incredible.
  2. And the guy who played Gandalf posted 500 pieces of content across platforms, besting Jean-Luc Picard four times over. It worked splendidly for McKellen, engaging nearly 3 million social media users. 
  3. McKellen posted 52 Instagram photos, averaging close to 8,000 people engaged per item.
  4. Stewart finished the Twitter aspect of his efforts on fire, tweeting 27 times in March to the tune of nearly 100,000 retweets and favorites.
  5. McKellen and Stewart received their highest engagement rates when they posted together. Check out their examples below.

 








 






April 17th 2014 Facebook, Technology, Twitter

4 Reactions to Twitter’s Gnip Acquisition

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Twitter's decision to purchase long-time data partner Gnip will have far-reaching implications for social media marketers, per a snap poll of industry players today.

Boulder, Colo.-based Gnip is one of a limited number of vendors that access Twitter's so-called stats firehose, but it also works with data from Foursquare, Facebook, Tumblr, Instagram, YouTube, etc. What Gnip's full breadth of data—from the aforementioned social sources—means to the future of Twitter-based advertising and marketing seems intriguing. While the price of the purchase hasn't been revealed, Apple bought a similar data company, Topsy, four months ago for more than $200 million.

In a blog post, Twitter platform vp Jana Messerschmidt, said the Twitter-Gnip combination would "offer more sophisticated data sets and better data enrichments, so that even more developers and businesses big and small around the world can drive innovation using the unique content that is shared on Twitter."

Here are 4 takes on the development from the digital advertising world:

1. Twitter corrals control. John Donahue, co-founder of White Lighting + Judge's Son: "[It] is a big move for Twitter. Marketers who have advertised on Twitter have succeeded when Twitter is integrated into a broader media idea or data is used to power an agile targeting solution. You need one or the other to drive paid success on Twitter. Twitter is re-possessing their data. The Gnip acquisition means by controlling the data distribution they are the sole arbiter of value when it comes to the consumer media solution [that] they power. Data is the key to that value."

2. Gnip's data can drive ad revenues for the social giant. Mark Josephson, CEO of Bitly: "I think Twitter's move here signals that social data is important for improving ad spend, and they are ready to take this on."

3. It could bolster Twitter retargeting. Ted Murphy, Izea chief: "Assuming Twitter keeps everything status quo with Gnip's data, this will allow marketers to be better with cross-platform targeting and honing their messaging from a much bigger data set. It'll also help with integrating data across your entire marketing lifecycle. As a marketer, if you are able to access all this data, things like retargeting Twitter ads might be very interesting."

4. Apple's Topsy might be damaged goods now. Donahue from White Lightning: "One thing is for sure, the corporate development people behind acquisitions like Topsy are now under pressure to protect their investments. No more Gnip data could be a deathblow to companies like Topsy."






April 16th 2014 Facebook, Technology, Twitter, YouTube

Univision Debuts Its First English-Language Video Network for Millennials

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Univision is launching an English-language video channel today called TheFlama.com with an eye on Hispanics between ages 15 and 30. Condom maker Trojan is the cross-programming launch partner for the online endeavor, while McDonald's is sponsoring the funny-minded show, Super Accurate Soccer History.

The initiative builds on the youngster-targeted, English-language television channel Fusion, which Univision debuted last fall in conjunction with Disney. The developments underscore a widely held belief among marketers that Hispanic teens and young adults speak Spanish with their families while addressing their friends in English. At the same time, it is the media company's first online attempt at corralling this particular millennial set, which increasingly consumes video via smartphones and tablets.

"It's about digital, short-form and mobile," explained Steven Benanav, general manager for Flama, a new Univision department. "The programming will [utilize comedic] vernacular used on the Internet."

The Flama kicks off with five original programs, though not every one of them is meant to make the kids LOL. For instance, there's a reality-TV-styled show starring hip-hop artist Becky G that goes live on Wednesday. The programs, generally speaking, will last anywhere between two and six minutes and will involve episodes rolling out during the next several weeks.

A trio of Super Accurate Soccer History episodes go live today, while three more will appear on April 21. McDonald's will get 100 percent share of pre-roll for the show on TheFlama.com and via a dedicated YouTube channel. Trojan will get branding throughout the initiative's properties, including custom pre-roll for programs like Abuelita’s Review and The Johnny Sanchez Show.

In addition to YouTube, the shows will be pushed on Vevo, Twitter and Facebook. Bedrocket, a video content house with a "media for the post-cable generation" tagline, helped lead the programming.

Meanwhile, check out the first episode of Super Accurate Soccer History below.






April 15th 2014 Facebook, Technology, Twitter, video, YouTube