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The RAAKonteur #51 – Marketers don't get mobile, Twitter referral stats wrong & AmEx loves your social graph

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2 August 2011

Twitter 4 times more powerful than you think it is

A new study is proving what we suspected for a long time. Traditional tools like Google Analytics no longer show an accurate picture of what traffic is driven to a site by who. And the one media property that gets done in is Twitter. Most Twitter users don't access it via Twitter.com, but rather do so via a plethora of mobile clients.

Stats from Comscore (PDF) this week just served to underline this fact. Twitter.com is only the 37th biggest website. So how much traffic from Twitter goes unattributed? As much as 75%.

American Express loves your social graph

None other than credit card company American Express is jumping into the Social Deals space. They're creating a social deals platform called Link, Like, Love, which will offer their cardholders deals and discounts based on their Facebook social graph. And it's not just that: they will also give businesses a platform to create deals, directly competing with the likes of Foursquare and Groupon.

"This phenomenon of daily deals and location-based offers–it's a great opportunity to reach AmEx customers, but there are [many] merchants who are overwhelmed by all the digital options that have been created over the past few years"

Big question: will people be willing to open up their personal content to their credit card company, in return for deals?


Mobile: marketers don't get it

Despite attempts from the likes of Citroën with their Hide & Seek Game, Rei Inamoto, AKQA's chief creative officer, states in this post that the ad industry doesn't get mobile. He claims that the creativity in the mobile space is coming from start-ups and not from the advertising/communications industry.

"Often, what we are selling to our clients may be closer to software than to stories. But clients are not yet used to buying software ideas."

In other words: why didn't Kodak set aside time and resources to invent something like Instagram. We whole-heartedly agree, but it's a balancing act for brands. Because if Kodak would have invented Instagram, would it have been as popular?

Toronto is burning

So you're on a holiday in a new city, you want to know where stuff is happening, but your Lonely Planet is – like- a year old. The city of Toronto has just released a real-time heat map called Toronto Trending based on Tweets and Foursquare check-ins.

We've experimented with a similar idea before, but this is a very neat implementation.


Whose Twitter account is it anyway

This week the BBC lost 60,000 Twitter users in a snap when a well-known correspondent walked out with their account @BBCLauraK and changed it to @ITVLauraK. Our thoughts? That is how it ought to be.

If the BBC had a clause in their contacts that said its employees' accounts – the ones that explicitly mention they are BBC-related – belong to the corporation, employees would be reticent to Tweet on behalf of their employers. And if the only reason a person is followed is because they worked at the BBC, then moving elsewhere should see an account lose followers anyway.

Tasty numbers

Every week we see new numbers that make our eyes water. So without further ado, here are this week's beauties.

2.1 billion mobile devices will have HTML5 browsers by 2016, only 109 million had in 2010. Reminder: there are only 7 billion people on this planet. Android phones and Facebook are playing no small part in the phenomenon.

Here in the UK Google’s Smartphone audience grew by 634% since May 2010. Symbian (Nokia) and Windows both showed a small decline though.

And here's one for all the Apple fanboys. Apple Aps are selling 9 times faster than MacDonalds burgers, hitting the 15 Billion mark in a snap. Yum!


Anti-social behaviour

"They smashed a hole through a locked closet door, and found the passport, cash, credit card and grandmother’s jewelry I had hidden inside. They took my camera, my iPod, an old laptop, and my external backup drive filled with photos, journals… my entire life. They found my birth certificate and social security card, which I believe they photocopied – using the printer/copier I kindly left out for my guests’ use."

Finally, the case that the Airbnb nay-sayers said would happen. A month ago a user of the house sharing service posted a gut wrenching blog post about her experience. There were of course a few important signals that she missed. The guest had misspelled his own 'name' and he had no Facebook profile. In this brave new world we need to learn the new signals of what constitutes trust worthiness.

Also read what Airbnb is doing to help fix the mess.

Apply with LinkedIn

Neat little feature from LinkedIn this week. In their bid to re-think the way online job applications work, they've released an 'Apply with LinkedIn' button. When companies embed it on their site, applicants simply apply with their LinkedIn profile.

Nice detail: it allows you to tweak your profile before submitting.


Creative Of The Week – Karl Marc

At first we didn't realize this was part of Ballentine's Human API campaign (really?), but nevertheless we thought Karl Marc deserved a mention for his interactive tattoo piece. Marc created a tattoo with a flower that included a QR code, which, when triggered on your iPhone for instance, launched an animated version of that flower.

Oh – and the whole tattoo session was streamed live on Facebook. 


Tech Insight The Week – What is OAuth?

The gateway to most Social Network API's is OAuth. Often cursed, seldom appreciated, OAuth actually provides a very touch piece of functionality in a very simple and effective way. So, what is OAuth, exactly? This week's tech post investigates.

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