Social Media Report - Friday 29th July 2016

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Twitter signs deal with Sky Sports to show live Premier League goals

Football fans will be able to watch live goals and clips of Premier League action on Twitter from next season, after the social network confirmed a partnership deal with Sky Sports. As part of the agreement, Twitter users in the UK and Ireland will be able to view video clips of key match moments from all games aired by the pay-TV broadcaster in real time through the Sky Football Twitter account. Fans will also be able to enjoy post-match analysis via the @SkyFootball account. This will include real time video content from Saturday 3pm games, which are not traditionally shown on television. Twitter’s Theo Luke said Sky Sports has been ‘incredible innovative’ on the social network, making it a natural choice to work with. ‘We can’t think of a better way to continue the momentous summer of sport on Twitter than with live Premier League video clips’, he added. David Gibb, digital director at Sky Sports and Sky News noted the tie up ‘can bring even more great action to an even bigger audience’.

The latest announcement builds on Twitter’s growing expansion into sports coverage, having already run a similar highlights package for Euro 2016 as well as providing live and behind-the-scenes action from this year’s Wimbledon tournament on its live streaming service, Periscope. As part of the social network’s efforts to strengthen advertising revenues, it will also make the live Premier League clips available through Twitter Amplify, its initiative that joins broadcasters and advertisers together to create branded video content which is then promoted directly onto users’ timelines.

PR and Marketing in Social Media

Mattessons teams with Robbie Savage for media campaign

Kerry Foods’ brand Mattessons has teamed up with former footballer Robbie Savage to create the ‘ultimate savage’ campaign. The Welsh football pundit was identified as a key influencer for the Mattessons Savagers’ target audience of 22- to 32-year-old males and the campaign uses a variety of social media channels, including a UniLad video as well as activity across Facebook and Twitter of Savage apparently pitching ad ideas to Mattessons to convince them he has what it takes to become the new ‘King of Snacks’. The Mattessons ‘Savagers Snack Squad’ has been touring the country giving away tasty Savagers Salami and Chorizo Sticks and Meateors, and 5-a-side teams take the ‘Goalmouth Challenge’ by scoring as many goals as possible goal to win prizes.

Victoria Southern, marketing manager for Mattessons, said: “We know that our target audience specifically enjoys snacking between 7pm and 11pm when they are commuting or playing sports, so we aligned our sampling activity with these times at key locations to make sure Savagers are to hand when our audience most need a tasty and meaty snack.”

Social Media Brands...

Twitter launches ‘See What’s Happening’ campaign to identify itself to new users

Twitter’s recently appointed chief marketing officer has launched a campaign to attract new users and dispel misconceptions around what the social network is actually used for. Leslie Berland revealed in a blog post that while Twitter has 90% global recognition, there are too many people who do not understand the service, with many under the impression they are ‘supposed to tweet every day’. ‘We realised we had some explaining to do!’, she added. The push uses the strapline ‘See What’s Happening’ and will include the roll out of digital ads and videos with a heavy focus on breaking news, sports and live events.

The campaign comes as Twitter reported its slowest quarter revenue growth since going public in 2013, increasing its monthly user base by just 1% from the preceding quarter, leading to its shares dropping 11% in premarket trading. The social network now sees video as the way forward. Chief operating officer Adam Bain said: ‘We have become a video-centric platform. Video is now the number one ad format in terms of revenue on Twitter.’

Ice Bucket Challenge funds crucial gene discovery

The Ice Bucket Challenge which went viral on social media in 2014 has helped fund a research project that has identified an important gene in the progressive neurodegenerative disease ALS, also known as motor neurone disease. The campaign, in which people poured cold water over their heads and posted the video on Facebook, was dismissed by some as a stunt or ‘slacktivism’, but has raised £87.7m and funded six research projects. The ALS Association said the identification of gene NEK1 means scientists can now develop a gene therapy treatment for the disease.

The Ice Bucket Challenge captured the imagination of social media users, with more than 17 million people uploading videos to Facebook, including a host of celebrities including Benedict Cumberbatch and Kim Kardashian, which were then viewed by 440 million people worldwide.

More people than ever use Facebook each day, as ad revenue soars

Facebook has once again posted exceptional quarter growth, with profits in the period from April to June up a staggering 186% from this time last year. The social network earned $2bn in the second quarter, up from $719m in 2015. Chief executive Mark Zuckerberg said Facebook was especially happy with the growth in video as it moves ‘towards the world where video is at the heart of all our services’. The social network has benefitted from an increase in advertising spend, with money being moved away from television and on to digital platforms. Mobile advertising accounted for 84% of Facebook’s ad revenue in the quarter, up from 76% the year before. The number of monthly active users increased by 15% to 1.71bn as of 30 June, while the total of daily active users hit the one billion milestone for the first time.

Looking to the future, Zuckerberg revealed Facebook will focus on new platforms, such as virtual reality, to provide users with a richer sharing experience and is also working on artificial intelligence-driven apps. He added: ‘We have a saying here at Facebook: ‘Our journey is only 1% done’.’

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