Again, quite an active month in the social media world, with important updates and new opportunities for both brands and individuals seeking to improve their personal branding online. Facebook's organic reach has been a hot topic in 2013. Read: they have made your content reach less of your fans to make you pay for ads. Yes, it's a bit of a racket, and yes, it's still pretty interesting to do it as the targeting of fans is more and more precise and relevant, and if you run a valuable (for fans) content marketing strategy, you will be rewarded with higher engagement and sales. Plus, we give you two cool tips to increase your reach (Mention other Pages and repeat twice each post as it won't overlap more than 30% of fans) LinkedIn has also done two cool things. The first one is more data for your personal profile. It's always rewarding to know who's viewed your profile. It's even better when you can extract trends on the long-run, as well as tips from LinkedIn to increase your visibility. More and more, don't wait to change jobs to be proactive on LinkedIn, which is becoming quite a powerful publishing platform. Last but not least, Google+ is launching +Post, an advertising format which pushes your content on Google+ and possibly 2m websites. With, of course, the power of Google products, so why not give it a try on a series of content? The rest of the updates on Foursquare "tap to tweet" ads, Pinterest Gifts feature or Twitter new Promoted Accounts in Search are in the Slideshare.

1. The Patch
Social media new features updates for marketers
April 2014
• Facebook organic reach stops falling… and a few tips
to make it increase again!
• +Post is the first ad format on Google+
• Lots of data to know if your content rules on LinkedIn
• President Obama is on Quora. Your CEO should too
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2. Peak of the month
Facebook Ad spend in Asia almost inexistent
It means anyone doing FB Ads in Asia can be way more visible than competition ;-)
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3. Facebook
New look for Facebook Timeline
A new streamlined look for Facebook
Pages with some consequences for
brands:
• Tabs, the easy access to contests,
apps or iframes, are less visible on
the left side
• More static information fill up the
left side of your Timeline
=> Important only in appearance. FB is
now 70% mobile, and none of these
changes impact mobile versions of
Facebook. Focus on content and its
distribution through targeted ads
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4. Facebook
Autoplay video ads available soon
Facebook rolls our Autoplay video ads
by late April:
• Format is 15 seconds as expected
(same as Instagram: play natively
and do your ads there!)
• Ads Autoplay but keep silent unless
user click on this: be bold on visuals
to get this click
• Day-parting will be available so
that you chose when to promote
your video ad
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5. Facebook
Facebook organic reach stable after 2013 drops
Facebook reach now on plateau after two sharp decreases last year:
• After two drop in 2013, the reach of your Facebook page posts is now stable between 5% and 15%
• Free tip #1 to counter this drop: mention other Pages (you need to Like them as a Page before) in
your posts, they will appear on these Pages to, reaching other users
• Free tip #2: repeat each post twice, with, say 2-3 days of difference. You will overlap max 30% of
people who could have viewed the first edition. 5
30%
25%
20%
15%
10%
10k
10k
100k
1m+
Page #fans
July ‘13 Oct ‘13 Jan ‘14 Mar ‘14

6. Google+
Google+ launches new ad format: +Post
Google+ launches +Post ad format:
• Any content you publish on Google+ can now be promoted, but it will be so outside of Google+, on
the 2m websites of Google Display Network
• Ad are expandable, meaning they will expand upon clicking to include any comments and social
elements you originally have on the post on Google+
=> So work first to get a nice visual post on Google+ (Hangout, Video, Picture…), get social interactions
on it and then promote it as +Post
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7. Google+
Using Google+ in a social media strategy
A good wrap-up found of what you can do with Google+ on Bandt blog
• It's not "Google's Facebook": (almost) no ads, no storytelling power... but a platform which
integrates all of Google products, from Youtube to Gmail and Android
• Google+ is a customized experience: you can add any of your follower or following in "Circles", and
then address specific content to these segments.
• Google+ Communities (think of groups) are where people gather to discuss a common topic. Useful
to get insights and take part in non-branded conversations
• Google+ is a SEO factor you cannot avoid. Anything you do there has a privileged place back in
Google Search.
• New Google+ "+Post" Ad format allow any content you publish to be an ad which will be shown both
in G+ and 2m websites
Check out how Cadbury, Ferrari and Android play with Google+
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8. Twitter
Twitter launches Promoted Accounts ad in Search
Twitter ads Promoted Accounts in
Search (after you could see them in
your Timeline):
• You cannot (oddly) choose which
keywords to be promoted on, Twitter
will manage it with its algorithms
• It's a good idea to run these ads
during a crisis management, to
promote your "official voice" when
people look for the info (think of
#mh370 and Malaysia Airlines)
• The highly engaged users you can
reach with this type of ads are 72%
more likely to convert as buyers
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Search box
Promoted
result

9. Twitter
Twitter adds “Fave People” feature for better readability
Twitter "Fave People" feature could be
its killer app:
• Twitter Timeline is notoriously
crowded and barely readable
• By "faving" other users, you
constitute more easily lists of people
you want to read about
• Great tool for curation and
monitoring of influencers you want
to follow
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10. Twitter
4 pictures in 1 on Twitter
Twitter adds new features to make it
even more social and visual:
• You can now tag up to 10 friends
on a picture shared on Twitter.
Don't do it too much, it can be
perceived as pretty spam
• Brands can now publish 4 pictures
in 1 tweet, so you can be more
creative and play with visual,
which people share more anyways
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11. LinkedIn
More data and advice on “who’s viewed your profile”
LinkedIn improves the "who's viewed your profile" page:
• You have now easy to read data on the type of people/position who saw your profile (recruiters,
sales managers...)
• LinkedIn also provides you with tips to get more views on your profile
• Do use LinkedIn a lot for your personal branding, as it's checked very often even out of a recruiting
context, do remember you can also apply to be an influencer there 11

12. LinkedIn
Comparative data on how your content fares
Two features on LinkedIn to help you know better your audience and message relevance:
• Content Marketing Score analyzes the impact of posts, for brands as well as Influencers
• Trending Content will show advertisers what their target audience is reading most to adjust its own
messages
=> It's better to be a brand on LinkedIn, and you can be a better brand by following these insights to
craft future content that matches people’s interests (not necessarily yours)
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13. Pinterest
Pinterest ads available late April 2014
Pinterest rolls out its ad service late April 2014
• Like Instagram, the first client would need to spend $1-2m to be "first there”
• CPMs would be about $30-40, meaning a premium ad offering (for reference, CPM is about $0.6 on
Facebook, $3-4 on Twitter, $5-10 on LinkedIn, $10+ on Youtube)
• Targeting can reach Categories (Food, Travel...), Location, Device, Age, Level of activity
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14. Pinterest
New “Gifts” section for products only
Pinterest launches a "Gifts" section on desktop and mobile with only things you can buy:
• After opening "Explore" on a selection of categories such as Travel or Food, it's another move from
Pinterest to act as a curator/aggregator of a specific type of items
• Unlike "Explore" sections, Gifts will display a price range (from $ to $$$$, eg <$50 to >$200)
=> Retailers can implement Gifts by adding metadata (see Pinterest for Developers) on their website,
so that products can be featured (or promoted) in this Gifts section
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15. Foursquare
New “Gifts” section for products only
Foursquare launches "Tap to Tweet" ad
format this April 2014:
• You can promote a message to users
checking-in (= saying "I'm here!") in a
location, so that they would share this
message to their Twitter account
• Your message should include a ready-to-
tweet message (with your campaign
#hashtag, for instance)
• Price tag is $100k to begin with, but as
other new ads, this price should be more
affordable with time and a good combo to
target early adopters
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16. Quora
President Obama is there. Your management?
Quora, the topic-based Q&A social network, sees Obama join as a verified member to answer topics
on the Affordable Care Act:
• If you don't know Quora, think of a mix of a higher-end Yahoo Answers and Wikipedia, people can
ask & answer anything and upvote results, the content is in most cases very qualitative
• If you are a CEO, and/or have a target of tech early adopters (hello startup founder & CTO/CMO!),
you should be on Quora
• Just like any other social network, practice Quora like you practice gym: once in a week, an hour or
two of answering & sharing your answer will build you a reputation on the long-run 16

17. Thanks!
Agence Tesla, a social media agency in Singapore and Paris
Martin.pasquier@agencetesla.com
Follow us on Twitter @agencetesla or www.agencetesla.asia
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Why “The Patch”? In computing, a “patch” is a software update to correct bugs, improve
performance or update a program. We want to “patch” marketers with the latest curated
social media new features.
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