Workplace by Facebook officially launched for business
Our round up of this week's social media news and insights:
Workplace by Facebook officially launched for business
Facebook is officially launching its first software for business product aimed at connecting employees who do not have a desk, such as ship workers and Starbucks baristas. The Workplace platform will allow companies to set up their own internal version of the social network and is designed to replace other widely used business tools, such as email. Workers will find the app easy to use as it will look similar to the main Facebook site, including features such as live video streaming and messaging. However, Workplace will be kept completely separate from an employee’s personal Facebook account. The social network has been testing the new platform, previously known as Facebook at Work, for two years and in that time has signed up 1,000 organisations to pilot the new service, these include RBS and Oxfam. The platform will be sold to businesses on a per-user basis. After a three-month trial period, the social network will charge $3 per employee per month up to 1,000 workers and then $2 for every employee up to 10,000 users and $1 for every worker over that. Microsoft is also on board to help businesses teach their workforce how to use the new platform effectively, while consulting firm Deloitte will offer similar services.
Julien Codorniou, director of Workplace by Facebook, said the social network has responded to fill a gap in the enterprise software market. He noted: ‘Facebook was built to connect the world but you can’t really connect the world if you don’t connect the workplace.’ Using Starbucks US as an example, Codorniou revealed the company can now communicate with its baristas, via a Facebook Live question and answer session. A blog post by the social network also suggested a bank could use Workplace ‘instead of fax machines and newsletters to share updates with its distributed bank branches’.
PR and Marketing in Social Media
Nationwide partners with Yahoo Storytellers in Tumblr campaign to reach Gen Z
Nationwide Building Society is targeting 13 to 24 year olds with a 12 month campaign on Tumblr that aims to engage young people on how to manage their day-to-day finances. Nationwide is partnering with Yahoo Storytellers for a campaign leveraging the lender’s MoneyStuff YouTube channel, which launched in March. The MoneyStuff Tumblr page will offer advice on taking control of finances using a range of content, all of which will be easily shareable. Yahoo Storytellers is a full service content studio, launched by Yahoo in September in the UK to help advertisers reach their target audiences. In this case, Nationwide aims to reach a younger target audience on the platforms they inhabit. Yahoo research found that almost half (45%) of millennials are actively looking for people and resources to help them with a financial situation. Alex Bennett, Nationwide’s Senior Manager - Digital Marketing, said the aim was to create a highly engaged online community. ‘Tumblr is, therefore, the perfect channel for us to do this as it allows us to create and supply engaging content that is easily sharable,’ he said.
Edward Desbois, head of strategic solutions at Yahoo Storytellers, added: ‘We’re excited to be working with Nationwide as it engages with young consumers at the very beginning of their financial journey. Given Tumblr is one of the most viewed platforms for millennials in the UK, this makes it the perfect home for engaging content aimed at this digitally savvy audience.
Social Media Brands...
Fashion, influencers and AllSaints
The monetisation of fashion blogging, or ‘influencer marketing,’ has antagonised the fashion industry, with Vogue creative digital director Sally Singer recently telling fashion bloggers. ‘Please stop. Find another business. You are heralding the death of style.’ But agencies are now matching brands with bloggers, vloggers and influencers, and fees per post are ‘highly dependent’ on the audience the brand wishes to reach and the platform on which the influencer is publishing. Jenny Woods of Zaapt says an influencer with more than 1 million followers can expect to earn between £5,000 and £20,000 per post. And celebrities like Kim Kardashian West can now earn hundreds of thousands of dollars per Instagram post. As London fashion brand AllSaints expands overseas, its biggest channel, Instagram, is acting more like a storefront for its 407,000 followers as users can now shop for clothes directly from its page on the social network. Sharing user-generated content on its main feed is one way to gain visibility in new markets. AllSaints used to work with influencers informally, but is now working alongside an agency to identify bigger names and ‘micro-influencers’ with smaller, more dedicated followings. ‘We realised we needed to work with more influencers. For me, creating these beautiful images is more like a partnership. Our next focus is micro-influencers, as we moved our KPIs to engagement not reach. I definitely think it’s the way to go,’ says global social media manager Cass Gowing.
The brand is now exploring other platforms like Weibo and WeChat and looking to see how influencers can help inform its strategy on new turf. Snapchat could follow, but the brand will have to reconcile itself to the low-fi approach first. ‘I don’t see us doing another user-generated content campaign after this one,’ said Gowing. ‘It’s going to be a permanent fixture to help us grow this community.’
Facebook begins wireless drone experiment
Facebook is pushing ahead with its wireless drone experiment by flying a customised quadcopter over its headquarters in Silicon Valley to ‘test potential new communications applications and equipment in a controlled, low-altitude airborne environment’, according to a filing it made with the FCC. The company will use the technology for its planned fleet of solar powered ‘Aquila’ drones, which will be built by Facebook FCL Tech subsidiary. Testing will take place between October and April, with the drone climbing to a height of 400ft. However, as the Aquila drone has a wingspan larger than a Boeing 737 it will not be used in the experiment. Facebook has been testing that aircraft in Arizona.
The latest activity will eventually pave the way to deliver airborne technology capable of opening up internet access to people currently not reached by existing infrastructure, such as those living in parts of rural Africa. As Facebook races against Google to develop the fleet, its director of aeronautical platforms Martin Gomez reveals it will take a large number of drones to provide the ‘always-on’ connectivity people are used to in the West. He added: ‘We’re going to have thousands of aircraft flying around the world’.
Snapchat chooses Morgan Stanley and Goldman Sachs for IPO
Snap, the newly renamed company behind social media app Snapchat, has hired Morgan Stanley and Goldman Sachs to lead its initial public offering. The IPO could take place as early as March and is expected to value the tech firm at between $20b and $25bn. The business changed its name last month as it looks to move beyond the popular messaging app, which will continue to be known as Snapchat, towards redefining photography in the internet age. Snap raised $1.8bn in a series F private fundraising round earlier in the year, bringing its total funds to around $2.6bn.
The Snapchat app, which has more than 150 million daily active users, is expected to earn $367m from advertising this year, and forecasters predict revenue generation will take off in 2017, rising 155% to $936m. Snap’s sale is poised to become the biggest US technology IPO since 2013, when Twitter launched at a valuation of $18bn.