old navy

Social Scanner: Old Navy sings a social song

Plus Twitter has a bot problem and Facebook has new 'like' rules

old navy 2Old Navy’s taking a page from the High School Musical song book for its back-to-school push.

The retailer’s latest marketing hit is a music video featuring a teen girl singing her way through her first day of school.

Since the online short was posted to YouTube about two weeks ago it has collected more than 5 million views. What’s driving those views? Aside from the catchy tune, Old Navy packed the video with YouTube celebrities favoured by young consumers like Hunter March, Josh Levi, Miranda Sings and the Mystery Guitar Man.

The YouTube short is just one way Old Navy has upped its social game in the past few months. Earlier this summer the brand gave away free flip flops via a Twitter-enabled vending machine to promote a summer sale, generating 12 million media impressions.

It also signed on former Elle creative director Joe Zee as a style ambassador. While the Yahoo fashion editor has serious fashion clout, he also bring considerable social numbers to the table with 213,000 Twitter followers and a combined 80,000 followers on Facebook and Instagram.

Twitter has a bot problem

Twitter has been taken over by bots. Well, the bots have almost always been there, but we now know just how many there are. Twitter’s latest financial filings reveal that a massive 8.5% of its users are bot accounts. That’s more than 20 million. While Twitter’s fast and loose rules about identity create an irreverent culture not seen at rivals like Facebook (remember Doritos Ontario?), they also contribute to the bot problem, creating a perception issue for Twitter. Now that there’s a hard tally of bot accounts, Twitter runs the risk of its advertisers viewing all their Twitter stats, from follower counts to engagement numbers, as artificially inflated.

You can’t ask consumers to ‘like’ your Facebook page anymore

Facebook is introducing new rules around the “like” that mark a big change for marketing on the network. Starting in November, marketers will no longer be able to incentivize consumers to like their page via apps. Many marketers currently use contests, giveaways and other promotions as a way to gain more followers by asking consumers to like their page in exchange for a benefit. Facebook recently posted a note to developers stating that they may no longer incorporate the like into apps as an incentive, killing that type of promotion.

Burger King pulled its Twitter ad when Robin Williams died

After learning that the actor Robin Williams passed away on Monday evening, Burger King elected to pull its promoted trend from Twitter, not wanting to appear tacky next to the outpouring of mourning messages. The quick-serve restaurant was using the ad unit, which usually costs $200,000 a day, to promote chicken fries in the U.S. At the same time as Williams passing, people were taking to the streets in St. Louis over the police shooting of a teenager, making it a serious, news-heavy night online that Burger King ultimately deemed a poor climate for social marketing.

From Marketing

• Durex launches #EmbracethePDA campaign
• Kohler launches Twitter contest for quick bathroom fix 
• Influicity connects brands to YouTube influencers 

The Numbers

The latest Global Web Index Media Consumption report is out, showing how all types of media – including social – are consumed around the globe. Take a look.

2.5

Hours the average consumer spends on social networks and micro blogs daily

2.6

Hours, by comparison, the average consumer spends watching TV

0.7

Hours the average consumers spends watching online TV a day

40%

Overall online time consumers spend either social networking or micro blogging

50%

Overall online time consumers spend on social, if it’s expanded to include reading and writing blogs

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