evian

Social Scanner: Evian’s Wimbledon “music videos”

Plus: why should we care about Google+?

Soccer isn’t the only spot on the social web. Admist all the World Cup fever, Evian made a play for tennis fans during Wimbledon.

The brand enlisted the a cappella group Vive Vocals to create six-second “music videos” on Vine based on tweets from consumers who used its Wimbledon hashtag #LetsPlay.

In one, members of the band serenade a woman named Sue. In another, they try to cheer up a consumer.

The Vine videos are in-line with the brand’s latest TV campaign, a music video starring tennis player Maria Sharapova.

During Wimbledon, the brand also shot a video of attending celebrities playing Ping Pong, shared tennis-themed stop animations, created real-time ads for their social channels and gave away gift packs to consumers who used the #LetsPlay hashtag.

Locally, Proximity Canada took a similar approach to the in-the-moment content last summer with an initiative for ShakeDowns carrots, shooting videos based on consumers suggestions with basketball player Matt Bonner and former Canadian Idol winner Ryan Malcom and posting them at a rapid speed.

If Google doesn’t care about Google+, why should you?

At Google’s recent I/O developers conference, Google+ was far from a hot topic. In fact, Google nearly ignored the social network, according to Andy Meek, writing in Digital Trends. Given Google’s lack of attention and enthusiasm for the little-used network, Meek poses a question that’s as relevant to marketers as is it to consumers: if Google doesn’t care about Google+, why should you? Quoting former senior vice-president of social at Google, Vic Gundorta, Meek noted that the company was “late to market” with Google+ and posited that it shows no signs of catching up to massive competitors like Twitter and Facebook.

TIME’s guide to social media for publishers

Social is now key to distribution for almost every publisher on Earth. The latest to gain traction with its social presence is Time, a heritage print brand. The publisher shared some tips this week with Digiday on what it has learned about promoting content on social. Among them, an obvious but important tip: post more. Time saw big results from increasing its posting schedule to three times an hour, creating more chances for runaway viral success. Others: expand staff responsibility for social and do a weekly analysis of what worked and what didn’t.

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  • The Numbers

    Every quarter GlobalWebIndex dives into all aspects of online consumer behaviour, from shopping to blogging. Here’s a look at its latest report, for Q2 2014.

    42%

    Consumers who say they discover new products via search, one of the top routes of discovery.

    41%

    Consumers who say customer reviews and feedback are a key driver of their purchases decisions.

    25%

    Consumers who have clicked ‘like’ on a Facebook brand page, compared to 13% on smartphones and just 6% on laptops.

    19%

    Consumers who have shared a brand’s photo.

    19%

    North Americans who blog, compared to more than 40% in Turkey, Thailand, Indonesia, Saudi Arabia and South Korea

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    The in-house content route is best taken by media who aren't brand-friendly otherwise