June 2013





is always a key factor in publishing, whether it’s on a macro or micro scale. This month, we report on the challenges of staging a unique 24-hour event, and we share tips for perfectly timed live publishing. Taking the wider view, we also look at the slow-motion hazards of link rot and the steady evolution of an operating system. All this, plus our latest Spotlight, Burning Question, and more.

Cover photo: The Monstrous Summer All-Nighter comes to an end at Magic Kingdom Park.

Social Stats
Social Networking Stats

  What’s Trending

Instagram Adds Video
“Today, we’re thrilled to introduce Video on Instagram and bring you another way to share your stories. When you go to take a photo on Instagram, you’ll now see a movie camera icon. Tap it to enter video mode, where you can take up to fifteen seconds of video through the Instagram camera.”
Source: Instagram Blog

Much of the news coverage has focused on how Instagram video differs from or is a direct shot at Vine, Twitter’s (relatively) native short video app. But the general discussion misses the point that 15 seconds is much longer than Vine’s limit of six seconds and that the potential of such videos differs just as greatly. While there are a number of brands that are already making news for their Instagram Video experiments, it’s worth considering how this could fit in with any particular publishing program and then measuring the results to compare against level of effort.

Global Trend

Brazil’s Social Audience Keeps Growing
“Brazil’s large population, deepening internet penetration and early embrace of social media have created one of the largest social media markets in the world. With 78.3 million people – or 79% of its internet users – on social networks, Brazil will be home to almost a third of Latin America’s social network users in 2013.”
Source: eMarketer

Brazil’s huge adoption of social media makes it a territory that needs marketing attention when it comes to targeting social promotions. But, as the report points out, that rapid growth means that adoption is nearly universal, so it won’t go on forever. Also of note is that much of this social usage is, or will be, happening on mobile devices.

Active Users: 1,110,000,000
Monthly U.S. Visitors: 233,100,000

Users: 554,700,000
Monthly U.S. Visitors: 91,900,000
Monthly Global Visitors: 200,000,000

Users: 200,000,000
Monthly U.S. Visitors: 62,800,000
Monthly Global Visitors: 177,800,000

Users: 100,000,000
Monthly U.S. Visitors: 25,100,000

Blogs: 116,100,000
Monthly U.S. Visitors: 63,022,200
Monthly Global Visitors: 185,190,432

Users: 48,700,000
Monthly U.S. Visitors: 75,000,000

Users: 15,400,000
Monthly U.S. Visitors: 3,850,000
Monthly Global Visitors: 51,600,000

Users: 200,000,000
Monthly Visitors: 47,000,000

Monthly Unique Users: 29,000,000

Users: 25,000,000
Monthly Visitors: 1,200,000

Users: 184,000,000
Monthly Visitors: 57,000,000

Users: 503,000,000
Daily Active Users: 46,200,000

Users: 597,000,000

Users: 27,100,000
Monthly Visitors: 15,000,000

Link Rot


“What I fear is that the entire web is basically becoming a slow-motion Snapchat, where content lives for some unknowable amount of time before it dies, lost forever.”

 – Reuters Finance Blogger Felix Salmon, on the spread of link rot.

Salmon articulates a fear that has been growing in the minds of many long-time Web users at an increasing rate. With the focus on transience and immediacy in today’s tools and platforms, there’s a real risk that we’ll lose one of the foundational elements of what makes the Web strong: the persistence of content. In the meantime, unless some kind of sea change takes place, brands who think in terms of long-term value and the permanence of Web content will continue to be rewarded with stronger returns in terms of Search referrals and user satisfaction.

Advertising Trends


Twitter Prepping Ad-Retargeting Exchange

“The micro-blogging platform is planning to erect an exchange similar to FBX (Facebook Exchange) that would let brands retarget people who visit their sites with ads on Twitter, according to people with knowledge of the matter.”
Source: AdAge

Marketers love retargeting for a simple reason: it works. Data from DataXu shows ad retargeting increased conversion by 37 percent in the automotive industry, 43 percent in the telecom industry, 128 percent in customer service, and 147 percent for financial services. Not surprisingly, many marketers are excited that Twitter is joining the game.


Email Crushing Twitter and Facebook For Selling

“Custora’s findings don’t bode especially well for social media business models, especially Twitter. Of course, ads on Facebook and Twitter don’t have to lead to immediate clicks to have an impact. They still have the potential to raise ambient awareness. Yet Custora found that Google’s ads, by contrast, do lead not only to clicks but to purchases.”
Source: Wired

Measuring success based on a “last click” model that only looks at direct conversions can significantly depreciate the value of your social media efforts. Social media, as the article notes, helps drive a lot of awareness and brand loyalty. Consumers often get a message on social media, then turn to search engines to find the product or service, which means there’s no direct conversion from the social channel. Looking at “first click” attribution is one way to see if social media is starting your conversion process, even when the next step isn’t a purchase.

Facebook Pulls Ads From Offensive Pages

“Starting Monday, Facebook will no longer allow ads on pages that contain sexual or violent content. The move, announced in a blog post, comes after pressure from advocacy groups.”

Now brands can be almost certain that their ads won’t appear on offensive Facebook pages. With advertisers pulling ads and advocacy groups voicing outrage over consumer brand ads on pages degrading women and advocating illegal behavior, Facebook didn’t have much of a choice.

Noteworthy News


FDA Can’t Hold Back Stream of Mobile Health Apps

“Whether folks in the U.S. benefit from this trend anytime soon depends on the FDA getting its act together. So while the agency crafts guidelines, Ingawale, who is based in Thane, India will continue to bring cheap yet sophisticated medical tests to market in India and other developing countries – where medical care may be hard to come by, but smartphones aren’t.”
Source: Wired

Hundreds of health companies are trying to innovate into the mobile health market, but the developed world is significantly lagging. In contrast, much of the developing world is embracing medical apps and seeing great outcomes. For example, Johnson & Johnson’s Text4Baby was quickly adopted by more than 20 million pregnant women in China, India, Mexico, Bangladesh, South Africa and Nigeria. Once it proved its worth there, free of red tape, its value was clear in the United States. Companies considering developing mobile health apps should realize the opportunities for uptake and improved outcomes in developing countries and start there.

Facebook Redesigns Page Insights To Give Businesses Better Data

“Ultimately, if the update works as expected, businesses will have a better sense of what is and isn’t working on their Pages, so they can create better, more engaging content — and perhaps spend more on advertising with Facebook in order to promote that content.”
Source: TechCrunch

This is a much needed refresh of Page Insights. To date, it’s suffered in comparison to what’s provided by third party services like SimplyMeasured, and it’s been notoriously hard to understand and therefore explain. Going beyond how something did to explain why it performed or failed will be helpful for marketers who are looking to recreate success or avoid pitfalls going forward.

NASA Takes Science Reporting into its Own Hands

“NASA now has accounts on Twitter, Facebook, Google+, YouTube and Flickr, through which the agency can tell followers about the latest discovery, or share interesting content in general. It’s its own media outlet. That approach reflects a larger reality in science journalism: There aren’t nearly as many science reporters as there were years ago.”
Source: Poynter

An excellent case study in how an organization in a highly technical field has decided to tell its own story directly to the audience. What’s important about this, though, is the depth to which they’re doing it, really taking people behind the curtain and highlighting individuals in new and engaging ways.

PNConnect Site
PNConnect Site Goes Live

We’re happy to unveil a new dedicated PNConnect site that showcases our approach, offerings, and experience. As part of a public introduction to PNConnect, our senior leadership team has written a blog post on the new site describing our focus on one primary task: How can we help brands think, act and operate more like publishers? There’s much more to come on the new site in the weeks and months ahead.


What to Expect in iOS 7

In his first release since taking the software design reigns, Apple’s SVP of Design Jonathan Ive has made a bold statement: a top-to-bottom visual overhaul of the iPhone and iPad operating system. The new streamlined aesthetic pulls from Ive’s long history designing Apple hardware but stands as a radical departure from the realism Steve Jobs favored in interfaces. The new vision, announced at the annual Apple Worldwide Developers Conference in June, has met some initial resistance. Designers have even taken to posting their own redesigns and critiques on blogs and community sites like Dribbble.

But there’s good precedent for such a move: Apple has had great success in the past burning down their own approach and starting fresh. The original OS X release laid waste to nearly every visual convention established in the MAC OS up through version 9 and has since found monumental success on both desktop and in mobile. Whether the new approach falls flat or proves indelible, it’s clear Apple is pushing their mobile design as a key competitive differentiator. Some of the changes are merely measures to catch up to Google’s Android experience, while others show the novel “can’t believe we lived without it” touches that have made Apple billions in the past.

  • iOS Radio

  • iOS Notifications

  • iOS Multi

  • iOS Control Center

  • iOS Calendar

  • iOS Airdrop

  • iOS Siri

  • iOS Passbook

  • iOS Message

  • iOS Mail

  • iOS Clock

  • iOS Call

Simplify, Simplify, Simplify

The hallmark of the new design is simplicity. Apple explains that the designers started with the user experience, which set the visual direction:

“It has a new structure, applied across the whole system, that brings clarity to the entire experience. The interface is purposely unobtrusive. Conspicuous ornamentation has been stripped away. Unnecessary bars and buttons have been removed.”

Design highlights include:

  • Completely new grid and layout, including new, lighter typography
  • Revamped screen “structure,” taking full advantage of translucent panels and depth
  • Connected visual language throughout the experience (no more grey stripes and jellybean buttons)
  • Animation that enhances the experience and provides context
  • New designs for icons, menus, panels, and built-in apps

Feature Upgrades

Along with a design refresh, iOS 7 will introduce new features and functionality. Apple has not only updated their suite of built-in apps for mail, photos, and browsing, they’ve also enhanced the underlying OS-level functionality in many new and, let’s say “Android reminiscent,” ways:

  • A simple swipe that brings up the Control Center, making the most useful settings and options available anywhere
  • Much improved multi-tasking, including a visual chronology of the apps you’ve opened and their current state
  • Improved notifications through the Notification Center, simplifying scheduling, planning and time/task management
  • Seamless nearby photo and document sharing using AirDrop (something Android users have had for a long time)

Taking Care of Business

Apple has been quietly invading the enterprise space for years. With the introduction of mobile device management and enhanced security in 2010, Apple made new friends in the corporate IT world. Many companies had iPhone users accessing systems and resources outside their control and needed the added security and tools to ensure their data was protected in the case of theft, or more commonly, loss and termination. iOS 7 continues down the path of courting enterprise users, with a number of additions:

  • New tools allowing IT to control which apps can open which documents, helping keep work and personal files separate and secure
  • Per-app VPN settings that allow apps to launch and automatically connect via VPN, saving time and support costs
  • Better Mail experience, including mailbox reorganization, better attachment support and integration with Exchange
  • Variety of more robust device management and security features to protect corporate users from themselves

In June, Apple released the iOS 7 beta for developers and announced plans for a public release this Fall. The new OS will be compatible with iPhone 4 and later, iPad 2, iPad with Retina Display, iPad Mini, and the 4th generation iPod Touch.



Case Study

PN Case Study
Up All Night

Taking a cue from a time-honored college tradition, the “students” of Monsters University pulled an all-nighter at Disney Parks and Resorts over Memorial Day weekend. The event was a key moment in a larger Monstrous Summer campaign centered on the new Disney•Pixar release, as well as an important milestone: for the first time ever, Magic Kingdom Park, Disneyland park, and Disney California Adventure park were all open simultaneously for 24 hours straight. A highly caffeinated PNConnect team stayed up too, supporting client Disney Parks Social Media in promoting and covering the event via the Disney Parks Blog and associated social channels.

Approach and Results

The publishing team began preparations months in advance, helping the client coordinate with internal entertainment, merchandise, and food teams to develop a promotion and coverage plan that highlighted events on both coasts while providing engaging content for fans. Through meticulous planning, the team developed a comprehensive editorial calendar, along with a staffing plan. The team also developed a special “live blog” format to showcase the non-stop activity on the Disney Parks Blog, without deploying any additional development or software.

Over 27 hours (24 + a 3-hour head start on the East Coast) the team helped produce, publish and promote 40 blog posts, 113 photos, 123 tweets, and 3 videos, as well as Facebook activity. The blog generated 200,000+ page views in the first week following the event, and 13,387 fans used the official event hash tags #Disney24 and #MonstrousSummer 27,282 times, reaching 8 million Twitter users for 66 million total impressions.

  • The party kicks off in Florida, at Magic Kingdom Park.

  • The party kicks off in Florida, at Magic Kingdom Park.

  • Monstrous Morning Meet-Up update on the Disney Parks blog

  • Monstrous Morning Meet-Up guests register as new “Monsters University” students.

  • Meet-up guests enjoy the Monstrous Donut & Fruit Bar.

  • Magic Kingdom guests sport Monstrous Summer fashions.

  • The “Monster Mania” DJ Dance Party begins in Tomorrowland.

  • Donald Duck as a Stormtrooper and Goofy as Darth Vader greet guests in Tomorrowland at Disneyland park

  • Special All-Nighter treats

  • 2:55 a.m. at Magic Kingdom Park

  • Disney’s Up All Night Dance Party at Cinderella Castle

  • Mickey’s Soundsational Parade made a special nighttime run down Main Street, U.S.A., on its way through Disneyland park.

  • The gang says goodnight (or good morning?), as the party comes to a close at Magic Kingdom Park, at 6:00 a.m.

Extended-hour and multi-day events pose a unique publishing challenge for social media teams: balancing the publishing cycle between the blog and social channels with a steady flow of content that draws attention to unfolding events without overloading the audience’s attention span. The long hours add additional logistical challenges too, like publishing shifts, timezone conflicts, and securing newsworthy content for the entire event. Success depended on detailed advance planning, tight team communication, and a focus on the fundamentals of how to make the stream easy to view and consume from the outside world.


  • Sign 5

  • Sign 4

  • Sign 3

  • Sign 2

  • Sign 1

“Warning signs” at National Trust estates in England encourage tourists to explore and enjoy themselves.



Melissa Zieger

Each issue, we hear from a digital or social media program leader. This month we talk to Melissa Zieger, Director, Global Social Media/Influencer Programs at Hewlett-Packard.

How did you land in your current role?

My role is relatively new: my boss created a pan-HP Social Media/Influencer Relations role that expanded on the work I was doing for the PC division the past few years. I’m tasked with creating the first pan-HP social media program for the global communications team and creating innovative and collaborative influencer programs that enhance the HP brand and all of our products. It’s a little daunting (We’re a huge company!) but I love the challenge.

What are you most proud of?

Last year, I created HP’s invitation-only global Influencer Advisory Board (IAB), a group of 21 global tastemakers and influencers in the fields of technology, entrepreneurship, design, fashion and music. It’s an amazing group of people that meets on a monthly basis under NDA to discuss technology-related topics including design, packaging, go-to-market, social media and feature sets. The goal is to use those insights to deliver the best HP experiences to customers in those target areas. The fresh perspectives the IAB members bring to our teams in the monthly meetings are fantastic.

Tell us about an average day for you.

That’s one of the best parts of my job – there isn’t an average day. So far today I have participated in a Twitter Chat on behalf of HP, had some calls with our EMEA team about our ARTIST#TALK music influencer program launching in the UK, reviewed some social media content, and spoken with the Beats Audio team about some projects. The rest of my day will be spent coming up with creative ideas for the influencer program and working on the editorial process for our social media program.

What’s the biggest industry challenge you see ahead?

People are bombarded with information right now and everyone has their own channel of preference, which makes distributing the right information to the right people in the right manner a challenge. Yesterday’s Facebookers are today’s Snapchatters and Vine shooters. The sheer number of content distribution options and people’s propensity to abruptly shift their usage from one platform to another are huge challenges for the communications industry.

What advice would you have given yourself four years ago?

I moved to the U.S. four years ago after a decade in Europe to join HP. So I suppose the best advice would be, “Just keep saying yes to all those challenges and opportunities people offer. Yes, you will have sleepless nights and sometimes wonder if you are making the right decision as you charge ahead into unchartered waters, but there are some amazing things you are going to learn and achieve with great people. Go! Go! Go!”

Burning Question

Burning Question

Q. What’s your favorite email newsletter?

“The one email newsletter I never let myself delete without reading, no matter how cluttered my inbox, is Research Brief by MediaPost. It focuses on one new study related to consumer behavior and marketing and gives a quick, readable analysis.”
– Dawn Arteaga, Washington, D.C.
“I always open email from Best Friends Animal Society. I visited the Best Friends sanctuary in Utah a few years ago and look forward to updates on their important work, new rescue stories, and insightful articles.”
-Tom Harris, Raleigh

“For static newsletters, I read SmartBrief on Social Media most days, and I’ve been pleasantly surprised by InsideHook. I am also a big fan of dynamic newsletters, like Percolate’s Daily Brew and the TimeHop time machine emails.”
– Dave Coustan, Atlanta

Each month we select a client’s “Burning Question” and solicit answers from other clients and our senior staff. Something on your mind? Drop us a line at and tell us about it. 


Live Publishing a Press Event

Publishing during a major press event can be a hectic experience for even the most seasoned social media team. From curating content to establishing the publishing schedule, success depends on a solid plan and plenty of preparation. Here are 10 tips for live blogging as the official event news source:

1. Create an editorial calendar
Work with all marketing teams to pull the editorial calendar together weeks in advance. Based on planned event topics, develop post ideas, chase leads, secure content, and determine the flow of the news.

2. Develop a post matrix
Using the editorial calendar, create a post matrix that includes a column for each aspect of the post – author, title, copy, video, images, sharing with other departments, etc. Having a place to organize your content allows you to quickly see what you might be missing from each post.

3. Set the publish order
Based on the press event script, set the order of the posts, tweets and Facebook updates beforehand. The team should not have to guess on the fly which post or update is up next. This prevents leaking information early or publishing the wrong content.

4. Secure Assets and Copy
Gather all copy, video and image assets days before the event. Use a secure application (e.g. to keep the assets from leaking to the press early. Just like a good press release or pitch, social media assets should be polished, approved, and ready to go ahead of time.

5. Pre-event preparation
Pre-code all posts, along with images and videos. Having the content “ready-to-publish” will free the team to listen to speakers and launch posts simultaneously with announcements and key points. Pre-coding also ensures the client has time to give final approvals on all content.

6. Prepare the support teams
Talk to the systems admin and networks administrator for all sites well ahead of time. Warn them that the blog may experience heavy traffic during your press event, giving them a chance to conduct load balance testing and prepare the site for the sudden increase in traffic. A surge in visitors is wonderful, but not if it crashes your site in the middle of the event.

7. Secure a war room
This is where the magic really happens. Ideally, the team will be set up in a conference room in an off-site location, away from the action of the press conference. The publishing team needs computers and external monitors, hard-wired Internet access, and a huge display to follow the press conference. Never depend on the reliability of on-site wi-fi. With the crowd of attendees also trying to access the wi-fi, this is a recipe for disaster.

8. Assign war room roles
Divide up duties to avoid duplication of tasks and maintain smooth publishing – one person to push the post live, one person to set the assets live, one person to tweet, and one person to push updates to Facebook. By creating this flow, each team member can launch his or her portion and line themselves up for the next big announcement.

9. Maintain open communication
The war room needs a direct communications line to the public relations team at the press conference. Whether you use an open phone bridge or rely on texting, continual communication allows the teams to work together to hold or launch posts depending on the timing of announcements and the event flow.

10. Post-event activities
After the event, be prepared to regroup and connect your content together. Post a recap report of all announcements from the event, linking back to individual posts, and share this information across social channels. Look for ways to further promote your content in coming days, highlighting posts in theme groups or retweeting popular products and messages.


PNConnect is the global digital services offering from Porter Novelli. Our global team spans 60 countries and brings the combined digital resources of our social media marketing, creative production, paid promotions and web development capabilities together for one purpose — to help our clients share their story with the world.

For more information about our team and approach, or to learn how we can help your organization with digital strategy, development and measurement, please visit the PNConnect site.


Thank You


Thank you to everyone who contributed to the June report.

From Des Moines, Jeremy Harrington contributed our feature story, explaining what to expect in iOS 7. Beca Mueller in Winter Haven brought us the case study on Disney Parks’ Monstrous Summer All-Nighter, as well as our guide to live publishing a press event. Chad Hyett in New York and Chris Thilk in Chicago contributed stories and insights for the Social Networking Stats, Advertising Trends, and Noteworthy News sections, and Amanda Wu provided the latest stats. Ryan Lack brought us the Spotlight interview with Hewlett-Packard’s Melissa Zieger. Dawn Arteaga, Dave Coustan, and Tom Harris answered this month’s Burning Question.

Thanks to Jennifer Laker, Peter Schiebel, Sean O’Shaughnessy, and Jeremy Harrington from the Platforms team for providing design and development support. Finally, thank you to Mary Gaulke, Josh Hallett, Dave Coustan, and Tom Harris for their editorial oversight and proofing.

Drop Us a Line

We’re eager to hear your thoughts on this edition and your suggestions for future issues.



Top iOS Apps

iPhone Top Paid

WhatsApp – Social
Heads Up! – Games
Facetune – Photo & Video
Minecraft Pocket Edition – Games
SpongeBob Moves In – Games
AfterLight – Photo & Video
Plants vs. Zombies – Games
Kick the Buddy: No Mercy – Games
Kingdom Rush Frontiers – Games
Man of Steel – Games
iPhone Top Free

Despicable Me: Minion Rush – Games
Candy Crush Saga – Games
Vine – Social
What the Riddle? – Games
Toca Hair Salon 2 – Education
Dumb Ways to Die – Games
Hair Salon – Games
Snapchat – Photo & Video
Trucker Parking 3D – Games
Word Search Puzzles – Games
iPad Top Paid

SpongeBob Moves In – Games
Minecraft Pocket Edition – Games
Man of Steel HD – Games
Doc McStuffins: Time for Your Check Up! – Entertainment
Plants vs. Zombies HD – Games
Kingdom Rush Frontiers HD – Games
Kick the Buddy: No Mercy – Games
Survivalcraft – Games
iMovie – Photo & Video
iPad Top Free

Despicable Me: Minion Rush – Games
Toca Hair Salon 2 – Education
Candy Crush Saga – Games
What the Riddle? HD – Games
Hair Salon – Games
What’s Behind HD – Games
Tayasui Sketches – Productivity
Prom Salon – Games
Prom Night Makeover – Games
Chocolate Crazy Chef – Games

Top Android & Windows Mobile Apps

Android Top Paid

SwiftKey Keyboard – Productivity
Minecraft – Games
Titanium Backup Pro Key Root – Tools
Nova Launcher Prime – Personalization
Beautiful Widgets Pro – Personalization
Root Explorer – Speed Software
Poweramp Full Version Unlocker – Music & Audio
Plants vs. Zombies – Games
ROM Manager (Premium) – Tools
Swype Keyword – Productivity
Android Top Free

Facebook – Social
Candy Crush Saga – Games
Pandora – Music & Vido
Instagram – Social
Vine – Social
Facebook Messenger – Communication
What’s the Phrase Free – Games
Despicable Me – Games
Skype – Communication
Netflix – Entertainment
Windows Top Paid

Swapchat – Social
YouTube Pro – Music & Video
Instance – Social
Intellicame – Photo
Countdown – Tools & Productivity
Metrotube – Music & Video
Street View – Travel & Navigation
Weather Flow – News & Weather
Call Recorder – Tools & Productivity
Outsider – Social
#2InstaWithMassiveLove – Photo
Windows Top Free

YouTube – Entertainment
Facebook – Social
Unit Converter – Entertainment
Pandora – Music & Video
Skype – Communications
Kik Messenger – Social
Flashlight-X – Tools & Productivity
Netflix – Entertainment
SkyDrive – Tools & Productivity
Google – Tools & Productivity