fanta vine

Social Scanner: Fanta tries comedy on Vine

Plus Yo pitches brands and Wendy's goes local with its social marketing

Fanta has tapped a number of young Vine comedians to create a cast for its new web series, Fanta For The Funny.

Some of the app’s most popular users are participating in the series, including AlliCattt (1.8 million followers), Cam Bam (183,000 followers) and Jason Mendez (1 million followers). Fanta For The Funny, stitches together the cast’s vines by theme, like dancing (#thatsmyjam) or family (#familybelike).

The format is a nod to the trend of vine compilation videos – user-generated videos assembling dozens of the six-second clips into watchable packages. Unlike the user-generated version, though, Fanta gives its compilations the professional treatment, packaging them with title cards and character introductions like a traditional comedy series.

The first episode in the six-part series, created for Fanta by 360i, was posted Wednesday on College Humor, the brand’s content partner for the campaign. Every Friday for the next five weeks, the brand will post a new video.

The campaign marks an evolution in the way brands are approaching Vine. In the past, they’ve have taken a serialized approach, like when Lowe’s created its clever Fix In Six series of DIY how-to vines. But using the platform as a content farm and then curating that content into a package is a new, more sophisticated take on Vine marketing.

As a platform, Vine is evolving too. This week the app got a major update with several new features, including the ability to edit and upload video that is not shot in the app. Savvy digital marketers had already found hacks that let them do this, but for less-savvy marketers and users, the new feature is a chance to perfect their vines before publishing, which will no doubt have a positive impact on the quality of content.

Yo is pitching brands

It started as an April Fool’s Day joke, but the app Yo is now taking itself seriously as a business – and that means reaching out to the marketers whose ads might fund the next phase of the company. Yo, a dead-simple social app originally designed solely for saying ‘Yo’ to friends, has also added new features like user pages that let brands see who’s yo-ing them and the ability to attach a link to a yo. The link feature in particular is useful for marketers because it lets them communicate more with users by sending them offers or content. It’s a possible model for what a future ad unit may look like within the service.

Tumblr’s scanning photos for brands

Like Instagram and Vine, most of the content on Tumblr is visual. For marketers, that can be a challenge when it comes to social listening. If a user’s photo features a brand or one of its products, but it’s not mentioned or tagged, it’s hard for a marketer to find that content. Tumblr has come up with a solution to this problem by inking a new deal with a company Ditto Labs, a company that analyzes photos posted on social media for brand mentions. In the new future, brands will be able to get reports from Tumblr via Ditto Labs that illustrate how consumers are visually using their brand.

Wendy’s looks for new ways to localize social

For franchised businesses, social media can be a mess. Some franchisees love social and want to use it, others have no interest or, worse, misuse it in a way that has a negative impact on the brand. Some, like Wendy’s, have chosen to standardize local social marketing in the name of quality control. On Facebook, there’s a localization tool that helps facilitate this, giving franchisees the chance to post geo-targeted content that only their local customers will see, but Wendy’s has also turned to a startup called Balihoo fur further help. The company built Wendy’s a centralized hub that franchise locations can use that’s now used by half of its stores.

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The Numbers

Corporate marketers have yet to figure out social measurement en mass, according to recent numbers from Useful Social Media. Here’s a by-the-numbers look at the report.

34%

Corporate marketers who said they’re confident they’re accurately measuring their social marketing

49%

Corporate marketers who listed engagement or conversation as a key performance indicator

5%

Corporate marketers who listed Klout as a key performance indicator, the least likely option listed

47%

Corporate marketers who listed web traffic as a key performance indicator, the next most popular choice

50%

Corporate marketers who said they measure their return on investment in social marketing

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