Posted in: Social Media on 17 Aug

Gap scraps TV ads for social media campaign

Gap, the fashion retailer famed for its TV ads, is scrapping them in favour of social media for a campaign to promote its new line of denim wear.
Gap girls who wear scarves like to hug apparently

Gap girls who wear scarves like to hug apparently

The high-street chain, which made its name by featuring stars including Audrey Hepburn, Orlando Bloom and Liv Tyler in its TV ads, is shifting its focus to the web for its ‘Born to Fit’ campaign.

Instead of TV advertising, the initiative will see Gap put Facebook at the centre of an online campaign aimed at targeting consumers who are already using the web to talk about fashion.

The ‘Born to Fit’ campaign uses cinema, print and outdoor ads to drive consumers to a branded Facebook page where they can watch a video of Rada Shadick, Gap’s ‘fit engineer’ explaining how the new denim line, dubbed 1969 after the year Gap was founded, has been devised.

Internet users can also upload photos and videos featuring their own ‘born to’ statements before clicking through to gap.com to make a purchase.

The campaign, created by AKQA, features customised banner ads running across a selection of blogs. The banners say what each blog was ‘born to’ do. For example the ads on glam.com say ‘Born to set Trends’ and the ads on popsugar.com say ‘Born to strategise’.

Gap has also devised an iPhone app that allows consumers mix and match outfits and interact with friends on the brand’s Facebook page. In addition, the Stylemixer app targets consumers with special offers when in the vicinity of a Gap store.

Gap has been scaling back its marketing spend recently to focus on new product development after seeing same-store sales slump.



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Posted in: Industry News,The Mobile Web on 04 Aug

WeFi’s Directory Nearly 30 Million WiFi Hotspots Strong, Raises More Funding

Lightspeed Venture Partners and Pitango Venture Capital are pouring more capital into WeFi, operator of a global, community-based network of WiFi hotspots, in an undisclosed Series B round of funding and following an earlier round by both investors secured back in May 2007. The follow-up financing was provided to support WeFi’s business and financial needs, and according to the release is being allocated toward expanding development, marketing efforts, and strengthening unspecified partnerships.

The WeFi community so far has mapped over 30 million WiFi access points, and counting. Next to this directory and the community formed around it, the startup boasts a free software program that allows users to automatically connect to WiFi locations wherever they are. The tool, which was previously only available for Windows and Mac users, is increasingly finding its way to mobile devices, which makes a lot of sense. More specifically, the company has recently introduced applications for the Windows Mobile, Android and Symbian platform.

Additionally, WeFi recently announced the launch of WeROK, a mobile entertainment / communications portal as well as the opening of WeFiApps, a WiFi powered app store for mobile tools.

WeFi was established in February 2006 by Yossi Vardi, Tamir Scherzer, Arnon Kohavi and Shimon Scherzer, and is incorporated in Delaware, U.S. with R&D facilities in Israel.



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Posted in: Industry News,Social Media on 04 Aug

Delicious Freshens Up With Twitter, Which Its Founder Hates

picture-13Delicious was once one of the hottest social sites on the Internet. That’s why Yahoo bought it in 2005. But it’s weird now to even think about it as a social site, I get more of the utilitarian vibe from it these days. People still use it, but it’s more of a repository. Or, to put it another way, it’s where links go to die.

Contrast that with services like Twitter, Facebook and FriendFeed where people are sharing and re-sharing links all over the place, and having conversations about the content, making it feel alive. And that’s what Yahoo wants to tap into now, with another revamping of Delicious. And not surprisingly, this revamp is very Twitter-centric.

The biggest difference is that the main Delicious homepage is now an area called “Fresh Bookmarks.” Previously, the main page contained the most popular bookmarked pages on the site, but that is now relagated to the second tab. This redesign is all about freshness, which is to say real-time-ness. Delicious looks at and refreshes this list of links every minute or so based on what people are bookmarking and what they’re tweeting. This model, while flawed (I’ll get to that), does make the main page of Delicious more interesting.

“Design” is the most popular tag on Delicious, according to Yahoo, and that meant a “Popular Bookmarks” area that was dominated by things like “200+ Paper Brushes For Photoshop.” For some people, that is useful, but for at least just as many, those types of links are not useful in the least bit. The redesign is an effort to move away from that.

picture-10

One problem I see with this Fresh Bookmarks area is that the tweets it uses in its equation, often don’t have anything to do with the content being linked to. Yahoo did this on purpose, noting that some 81% of tweets don’t contain URLs, and they still wanted to use data from the most amount of tweets to populate this area. So instead they use keywords in tweets, but this often results in tweets populated below the shared content that have absolutely nothing to do with it.

And on top of this new Fresh Bookmarks area, when you bookmark things, Delicious now allows you to also tweet your links out at the same time. This should be useful to people who want to save stuff for later, but also want to let others know about it. You can also easily email links to people, and send them to your Delicious contacts. This is all done through the bookmarklet.

And the search aspect of Delcious has been completely revamped as well, making it easier for power users to dig through things they’ve bookmarked in the past. The new search area also features rich content, so if someone shares a YouTube video, you can play it inline. The same is true with Flickr images.

picture-12

All of that is great, the problem is that it’s hard to teach an old dog new tricks. Delicious has long just been about saving links and not about sharing them like many of the new, more versatile social sharing services out there. If Yahoo wanted to tie the product into Twitter, it should have done that months ago, to get ahead of the curve, rather than at the back of it.

The problem now is that there are plenty of other services people are already using to share stuff on Twitter. Most people still just paste links right into the update box, and Twitter uses Bit.ly to shorten them. This is allowing Bit.ly to collect a huge amount of data about what people are sharing — something which it could use soon to take on Digg and Delicious.

And on the bookmarking side of things, the trend seems to be towards simple. Mike likes a service called Pinboard, I’ve long been a fan of Instapaper. Both require less effort to use than Delicious, and are quicker.

But you don’t have to take our word for the downsides of this new Twitterification of Delicious, just listen to its founder, Joshua Schachter (who left Yahoo last year, to go work for Google). He’s not even waiting for the embargo to lift on these new changes, he’s just ripping them left and right. First, he notes:

I can’t BELIEVE delicious delicious did integration with other social networks before finishing with its own. sigh

But later he completely rips the new feature:

i hate the delicious twitter integration (sharing != saving) but i like the new search a great deal.

Well, at least he likes the new search, I guess.

picture-9



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Posted in: Industry News on 02 Aug

Issuu Debuts API, Goes After Docstoc And Scribd Once More

Issuu, the Danish startup battling the likes of Docstoc and Scribd in the professional document publication and sharing space, is today introducing a REST-based API that enables its users to automatically upload and manage publications, bookmarks, and folders under their accounts.

That means developers and designers can henceforth tap into the Issuu platform and services to equip their own applications and websites with the oft-needed functionality of offering document consultation without the need for end users to download the docs or to visit the Issuu website. Issuu already offered two APIs: one for Search (which allows developers to sift through all Issuu publications, comments, and users) and one for its Viewer product. It is now adding a third one for the ‘Upload’ feature, obviously an essential one.

When Docstoc recently left the beta phase, it also launched with a number of open APIs. I’d check up on Scribd too, but their website is currently down.

Either way, we like Issuu here at TechCrunch. When the company first launched, it was one of the first services of its kind whose interface and functionality didn’t suck. The startup has been busy adding new features to its products and venture capital to its bank account – it raised a total of $6.25 million in funding to date – and is seeing decent traction as well.

According to co-founder Martin Ferro-Thomsen, Issuu currently services over 325 million monthly unique page views across its entire network of publishers (including embeds in articles etc.) and welcomes 4.4 million unique visitors to its main website Issuu.com every month.



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Posted in: Industry News on 02 Aug

Gmail Enables Support For Third-Party Outbound Servers

Anyone who has ever tried to use Gmail as a central hub for their Email has likely fallen prey to one of the service’s annoying flaws: there was no way to use another site’s outgoing SMTP servers to send Email. For the vast majority of people this wasn’t an issue — Gmail was happy to send your Email for you from your Gmail account, along with message indicating that it was being sent “On Behalf Of” your other account. But those three words were still there, serving as a constant thorn in our sides. And to make matters worse, it could also confuse people: they might start sending messages to your Gmail account rather than your primary Email address. Today, you can kiss those “On Behalf Of”’s goodbye, as Gmail has just started allowing users to send their messages from third party SMTP servers.

If the previous paragraph confused you, here’s an explanation: Many people like to use Gmail’s web interface for their Email but don’t have the option of using Google Apps on their mail server, especially when it’s for their work account. Fortunately there’s a work around to this: simply have your work Email account auto-forward all incoming messages to your Gmail account. The option even allows you to send messages and make them look like they’re coming from your work account, rather than you Gmail account, but with one caveat: rather than actually send these messages from your work address, Google includes a message that says the message was sent “On Behalf Of” your address, while still showing the name of the Gmail account it was actually sent from.

It’s true that most people never noticed this (in fact many mail clients don’t show the “On Behalf Of” at all under default settings), and even if they did see it they probably didn’t care in the slightest. But it’s still been a source of annoyance for many of us.



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… and another thing

Did you know that more people access the internet using a mobile device than a PC?

Facebook currently has in excess of 350 million active users on global basis. Six months ago, this was 250m… meaning around a 40% increase of users in less than half a year.