TBG Inside-Social

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Promoted Tweets keyword targeting in Timeline: Tweets with intent

Twitter Promoted Tweets keyword targeting in Timeline is a new feature that allows advertisers to place ads in a user’s Twitter stream when they reveal intent in a tweet. This announcement is a game-changer for clients who want to sell products, services and apps on Twitter.<p><b>Why is this important?</b><p>● <i>Keyword targeting in Timeline</i><p>Previously advertisers could only target ‘intent’ with search ads - it’s now possible to place ads in a user’s Twitter stream when they reveal intent in a tweet. So a tweet …

Third-party data targeting: a new dawn in Facebook advertising

Facebook have launched third-party data targeting in the US for all ad types on desktop and mobile. This means fully targeted ads based on behavior on <i>and</i> off of Facebook are now possible. The addition of these ‘partner categories’ now makes Facebook ads one of the most accurate ways to target your specific audience. Previously ads were mainly targeted based on a user’s likes, location and profile information – largely data that users must input themselves.<p>Third party targeting based on user’s …

Chat, sharing and the future of social media

There’s a new wave of chat apps and social platforms popping up right now. The question is, which ones are relevant to your brand and how should you use them? Here we take a look at some that are catching the eye and how your brand could leverage them.<p><b>There’s been an explosion in chat apps</b> and the market is very fragmented. Young people are using them increasingly because, compared to text messaging or email, they are instant, and cheap. Generally they are low cost or free to download, free to …

Yahoo! buys Tumblr: what it really means for brands

So Yahoo! Have promised not to “screw up” Tumblr. The common reaction, from a user’s point of view, seems to be to doubt that promise. However, we choose to look at the situation from a brand’s point of view.<p>All social networks, like Tumblr, start out with an anti-ad policy. They inevitably have to grow up though and make one of two choices: <br>1. Sell ads<br>2. Charge users<p>Most younger users won’t pay for something that they can get for free, so if this happens they just find a free alternative. As …

Twitter & TV - better together

Twitter has revealed a more sophisticated way to retarget secondscreeners – people watching TV and using Twitter. Their TV ad targeting dashboard makes it straightforward to identify Twitter users who are highly likely to have seen your TV ads. Why is this important? It means you can serve follow up ads in the form of promoted tweets to people who’ve already seen your TV ads, making your ad budgets work harder.<p>Twitter is positioning itself as <i>the</i> social media platform for supporting TV …

Is Snapchat bigger than Instagram?

Snapchat has three times more photo uploads than Instagram: 150m per day versus 40m. Why? Snapchat is seen as a fun, disposable way to share pics with your close friends and then move on. Instagram and Facebook are more permanent (and semi-public) so sharing seems more like showing off or fishing for likes. Also, on Snapchat users tend to send images back and forth—a conversation in images. With Facebook and Instagram there’s a tendency to only upload your ‘best’ moments. We recently covered …

Could Facebook drop ads on the right hand side?

The recent announcement that Facebook is simplifying it’s ad offering raises the question: will they eventually drop standard ads?<p>Standard ads are the ads on the right hand side when you log in on Facebook on your desktop computer—a kind of hangover from a time when they were the only ads available on Facebook. They generate a large part of Facebook’s ad revenue but they now seem outdated and the standard versions (without any social elements) don’t perform as well as newsfeed placements.<p>With …

Social Video: Instagram joins Vine and Snapchat

As expected, Instagram added video to its photo-sharing app yesterday. What does this mean for your brand and how do the three apps compare?<p>Essentially all three offer short-form video recording and sharing. The obvious benefits are that video is now easy to make and easy to consume. There’s a natural hunger for short video clips for today’s audience to snack on—and modern mobile networks are finally capable of serving them.<p>As we’ve mentioned with recent posts on the rise of Vine and Snapchat, …

Targeting the multi-device consumer

We use the Internet on so many separate devices now that tracking with cookies alone just doesn’t give the full picture. Think about how many devices you use: work PC, home laptop, tablets and smartphones. The complex way that we view advertising, consume content and make purchases across these devices can’t be tracked with single device cookies. Not only are conversions missed, it’s also not possible to accurately count exposures. For instance your reporting may tell you that mobile activity …

The rise of the anti-social network

<b>The consequences of sharing</b><br>Sharing is the basis of all social networks, but are we as free with our sharing as we used to be? As your friends and followers grow, so do the consequences of sharing: Will I look like a show-off? Are there people who I don’t want to see this? Do I want a record to be kept? Will I get lots of likes? The rise of the ‘anti-social’ network, a platform that removes one or more of the standard social features, can be seen as an antidote to this universal sharing of …

4 things brands should know about DMPs and social media 



<b>1. What is a Data Management Platform?</b><br>DMPs are where ‘Big Data’ lives. They are a powerful, technology driven solution to the problem of handling data from multiple sources in different formats, processing that data and putting it to work. For example, overlaying 1st and 3rd party cookie data to create custom audiences, then targeting those audiences across ad networks and exchanges. DMPs also handle real-time bidding and analytics—a one-stop shop for data management.<p><b>2. Why is data management</b> …

Facebook Conversion Tracking: should you be using it?

Facebook Conversion Tracking allows advertisers to measure the performance of their Facebook campaigns against conversions—people seeing your ad on Facebook, then going to your website and performing an action like buying something, registering or viewing a particular piece of content. The conversions are measured by placing a pixel (a line of code) on the page where the action is performed.<p><b><br>The benefits</b><br>+You can use Facebook’s optimised CPA bidding functionality to allow Facebook to optimise to …

LinkedIn: Targeting the upmarket consumer

We have recently been organising ‘Social Media Days’ for our larger clients. We brief the various social platforms on the client’s specific business challenges, then arrange for them to present their suggestions directly to the client. We encourage the platforms not to give their standard sales pitch or talk about any ‘social’ metrics like follows, likes or shares. Instead we ask them to go deeper and devise strategies to help brands move the metrics that matter: awareness, consideration, sales …

Facebook Video Ads

It’s no secret that Facebook are preparing to launch video ads. Brands are increasingly moving their TV budgets online and Facebook want a bigger chunk of this money. Twitter has positioned itself as the social platform to use alongside TV campaigns but Facebook, with hashtags and now video ads, is muscling in.<p>Facebook’s big concern is how users will react. The backlash is inevitable but will it upset users enough to drive them away? Facebook will be working hard to minimise the pain. Ads will …

Wake up! Traditional research techniques are bullshit!

The announcement last week that Topsy have completed indexing 425 Billion Tweets from 2006 to the present day is a huge wake-up call for brands. These Tweets, and other social data, are a gold mine for research and insights.<p>Most brands now recognise the mass audiences that are available through social media. It has become impossible to ignore the amount of time people are spending scrolling through feeds on their phones—social has to be part of any serious media plan.<p>However, for our most …

What are the targeting options on paid social media?

What are the targeting options on paid social media?

Is it time for you to try out China?

I put it to you, dear reader: have you ever logged into (or even heard of) Sina Weibo, Tencent QQ or RenRen? Even if you have, do you think many of your customers in the US or Europe have? They’re three of the biggest social networks in China (and, by extension, the world).<p>So, why should you take interest? Well, for starters the Chinese market is booming – 567m Chinese now have regular access to the Internet, compared to 314m (or 81% of) Americans. That 567m is only 42% of the total Chinese …

The first day

It has been 4 days since the finale of Breaking Bad, and I think I’m right when I say; it’s not easy being Heisenberg.<p>Well, likewise for a young creative. If you’re excited about starting your new job in Advertising tomorrow, just graduated University, or just finished Ad school. Then I’m sorry. Because the title of this article alone suggests your first 12 months in Advertising is going to feel like 4 years worth of writing, filming, directing and/or watching all 5 seasons of Breaking Bad.<p>If …

Facebook: solving the unspoken problem of Mobile Advertising

Mobile isn’t the future, it’s huge right now. Mobile now drives 41% of Facebook’s revenue. This is impressive when we consider that the average company spends just 3.22% of its entire media budget on mobile.<p>US adults spend an average of 2 hrs 21 mins per day on mobile media, up from 1 hr 35 m last year. That’s just under 20% of their total media consumption – which means there is still a huge chunk of online time, and revenue, for Facebook to grab for its mobile platform. With Facebook mobile …

TBG releases the first ‘Tweet delivery by country’ product for brands on Twitter

TBG releases the first ‘Tweet delivery by country’ product for brands on Twitter<p><b>Posted by: Jamie O'Brien</b><p>Tweet delivery by country on ONE Media Manager brings geo-targeting to organic tweets for the first time; until now organic Tweets have been shown to all followers. It means brands can now manage local markets through a single twitter handle, rather than having to manage separate handles for different countries. It’s also free for brands to use this feature in ONE.<p>When you set a location for …

Instagram Ads: A New way to target young, urban women

Instagram Ads: A New way to target young, urban women<p><b>Posted by: Jamie O'Brien, Social Editor</b><p><b>Updated 16/10/13: Added Starbuck’s ad mock up</b><p>Instagram have announced that over the next few months they’ll be showing ads to some US based users. It was inevitable when Facebook bought Instagram that the new owners would bring ads to the platform. As always, people are going to be offended by ads, even more so on a platform that focuses on sharing beautiful stylish images. What is the opportunity for …

The ‘Big Data’ sham

The ‘Big Data’ sham<p><b>Posted by: Niels Kvaavik, VP, Sales – North America, TBG</b><p>There’s a lot of talk about big data at the moment; the mass of detailed interactions that social platforms generate has helped drive a data revolution. This information is a potential gold mine for brands but there’s a suspicion that the data isn’t really being used to its full potential. We suspect that many agencies are paying lip service to the buzzwords of the day but are they actually using the data to inform …

Datalogix: the value of Twitter

Do retweets, followers or people seeing your promoted tweets actually have any effect on your business? Do they encourage sales or increase consumption?<p>Twitter is now working with Datalogix, the data giant that tracks over $1trillion in consumer spending, to provide concrete answers to these questions. It works by matching up users twitter actions to offline accounts like loyalty cards. We can then compare the offline behavior of groups of users who have been exposed to users who have …

Are you really leveraging social data?

In July, we highlighted some of the challenges that brands face when attempting to integrate social data with their existing customer data using current technology: 4 things that brands should know about DMPs and social media. Social data is context-rich and this gives brands a huge opportunity to overhaul their data management strategy but it also makes it more difficult to integrate with an existing set-up.<p>The good news is that technology is catching up, and with the right processes in place …