FWM Digital Bytes

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news doing the rounds. This week we look at Louise Mensch’s new social media platform, an ASA punishment for Nike and the performance of Facebook’s mobile adverts…

ASA take action on Nike tweets

Nike has become the first UK company to have a Twitter campaign banned following promotional activity undertaken with footballers Wayne Rooney and Jack Wilshere. The two players advertised Nike with tweets that linked to the website for a campaign entitled ‘Make It Count’. Rooney’s tweet, which was posted on New Year’s Day this year, read: “My resolution – to start the year as a champion, and finish it as a champion…#makeitcount gonike.me/makeitcount”. Wilshere tweeted: “In 2012, I will come back for my club — and be ready for my country. #makeitcount.gonike.me/Makeitcount”. As these tweets could be seen by readers as regular messages and not advertisements, both were found to break ASA regulations, which insist that social media ads must be labelled accordingly. An ASA statement explained: “In the absence of such an indication, e.g. #ad, we decided the tweets were not identifiable and therefore breached the advertising code. These tweets should no longer appear. We told Nike to ensure that its advertising was obviously identifiable as such”.

Mensch launches social networking platform

Conservative politician Louise Mensch has launched a new social network to compete with Twitter. The website, called Menshn (a play on the word Mention), has been in the works since the start of the year and Mensch has partnered with former Labour political adviser Luke Bozier to get it started. Mensch said: “This is an idea that I’ve had since Christmas. I’ve been a passionate user of social media since the days of AOL chat rooms, and that was my inspiration really.” Menshn is designed for users who find Twitter’s 140 character limit restrictive and Bozier added that he hopes people will use it to engage in focused political discussion. “We were both frustrated at the way Twitter doesn’t focus on topics. We both love Twitter, but if you want to focus on the election there’s no obvious place to do that online. Twitter is just too random. We wanted to encourage people to have conversations rather than broadcast their thoughts.” Menshn is only available to users in the US at the moment, but it has proven popular on these shores with the hashtag #MPstartups trending on Twitter on Wednesday morning.

Fab.com arrives in the UK

Homeware site Fab.com celebrated its first anniversary by launching a new UK site on Tuesday. Fab specialise in a wide range of limited edition design products, which sell for anywhere in the region of $1 to $20,000. Since last year’s launch, Fab has won over 5 million users in 20 separate countries and more than 1.8 million products have been purchased from Fab.com during that time. Fab already has offices in the U.S, the UK and Germany but wants to keep growing – and with the network gaining a million users every four months that certainly won’t be a problem. Fab has benefitted from social media and mobile, with 50% of members coming from social sharing site and 30-40% accessing through a mobile device. The site also allows you to share its products on Twitter and Facebook.

Facebook to allow app subscriptions

Facebook announced on Tuesday that it will offer app developers the ability to charge for subscriptions, therefore making the creation of apps all the more lucrative. Developers won’t be able to claim all the earnings taken from subscriptions though – Facebook themselves will take a cut of 30%, representing another dependable revenue stream for the social giant. The programme will officially start in July, but Facebook is already testing subscriptions with Kixeye and Zynga. Earlier this month, Facebook announced the launch of their app centre for Android and iPhone and with reports still suggesting that a Facebook phone is under development, it certainly seems that the company has its sights set firmly on mobile for the timebeing.

Mobile ads out-perform desktop counterparts

Speaking of which, Facebook’s mobile ads are outperforming their desktop counterparts, new research has found. Data collated by SocialCode, a Facebook Ads API partner, has found that ads which appear in mobile news feeds get more clicks and Likes than those that appear in Desktop news feeds. Mobile click-through rates averaged 0.79%, while desktop ads got only 0.327%, with mobile ads garnering $7.51 per thousand impressions and desktop ads taking just $2.98. Mobile ads are also proving influential in increasing Likes, with the number of mobile Likes averaging at 0.62% compared to 0.219% on desktop. More facts and figures can be seen on AdAge Digital.