Madeleine Coe | Tier10lab
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Posts By Madeleine Coe

Summer Social Media Shakedown

June 14, 2017 |

What shakin’ and bakin’ in the world of social media this June? Direct messaging features, Stories, and group collaboration!

As we head into Summer 2017, here’s what you need to know.


Social media’s heavyweight champ continues to add new features to improve the user experience for all. You can now add posts and check-ins to albums: posts sit in between any images and tell a well-rounded story of the event or moment. Users can choose to share the album with whoever they want, and allow them to add updates to the album, which encourages more group interaction and engagement.

Facebook is also enhancing their Saves feature by adding total saves metric to give users and advertisers a better idea of traction.

At the end of May, Facebook added new functions to Facebook Live, including Live Chat with Friends and Live with. Live Chat with Friends enables conversations with your friends to naturally unfold over a Facebook Live broadcast, and Live with allows the broadcaster to invite guests to join the stream as a split-screen. Facebook ads now allow for a “Click to Messenger” function so that potential customers can click to create direct communication with and advertiser from an ad post. The direct messaging trend has been picked up by a number of social media networks as a way to enhance the experience and guide buyers through the sales cycle.


Apple is jumping on board the messenger feature train as well. Apple’s Business Chat aims to draw advertisers into Apple’s iMessage platform, allowing verified businesses to interact directly with customers to help them find information about the company, answer inquiries, and assist with transactions. It is likely that the feature would become available when iOS11 is released this fall.


Twitter is introducing premium video content to their offerings. To start, they added 16 live-streaming video channels including major league sports, news, and entertainment content. Plus, brands can get in on the action, aligning their promotions alongside premium video content to reach engaged audiences with robust reporting. Twitter has also updated their data control tools to give users more access to their data and more control over how it is used or shared.


Want to provide an enhanced video viewing experience for your subscribers? Ask them to enable YouTube’s new Dark theme for a theater-style video viewing experience, ideal for nighttime.


Is Pinterest your next investment for digital spend? They already support a user base of 175 million customers and are continuing to grow. Plus, Pinterest is able to catch users at the very moment that they discover something new—users searching for products and ideas, and saving them with intent to purchase— and can help advertisers reach potential customers or push them into the next step of the buying process.

Now, Pinterest is pitching their next evolution as a visual search platform that can get products in front of users in different ways than Facebook and Google, and convert them to buyers. They are looking to fund their expansion into more advanced visual search technology and image recognition.


The Facebook-YouTube integration is growing stronger as developers have consolidated notifications between platforms, and also enabled the same “click to messenger” function that is now available on Facebook ads. Potential customers coming from Instagram are able to interact with advertisers on Facebook messenger.

Instagram also came after Snapchat by introducing face filters on May 16. The augmented reality selfie game has never been stronger. Two months after Snapchat launched it as a feature, Instagram has added hashtag based Stories and geo-tagged stories from nearby locations. Instagram users can now search for a location or hashtag, and see a Story compiled from Story posts by other users.


Snapchat has added an infinity setting will allow you to re-watch a snap as many time as you like before it disappears, which is an improvement (although we would love to see metrics on replays). Snapchat has also introduced custom stories – group stories and location-based stories are collaborative, can be saved by their creator, and can include up to 1,000 snaps.

For advertisers, Snapchat unrolled regionally targeted (only national was available previously) Lenses that let advertisers to buy a guaranteed number of Lens impressions for a specific audience. Also, smart geofilters are also now available for advertisers to buy, which automatically add location or real-time info to a set region or location. Both of these functions could be useful for event-based marketing experiences.


The Instagram vs. Snapchat Feud
A showdown between Snapchat and Instagram has been brewing, as both apps battle over features and functions, but it seems like Instagram is in the lead. Why is Instagram better? Unlike Snapchat, where you have to already know and be able to spell out the exact username, it’s slightly easier to search for and discover new users on Instagram. Instagram allows brands to attach to links and landing pages to their Stories, which allows content to act as a funnel, rather than a dead end. Instagram also permits clickable hashtags and geotags to be added to Stories, while on Snapchat, they’re manually searchable.

Instagram Stories, as much as users like to gripe about the blatant theft from Snapchat, were an addition to an existing photo and video-sharing platform and Instagram Stories alone has a bigger user base than Snapchat. Simply put, this makes them a more valuable space for advertisers. Snapchat is only about ephemeral content sharing which makes it great as a social app, but not as an advertising platform, especially since they still do not offer decent metrics to calculate reach of content.

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Redesigned 2018 Acura TLX Hits Showrooms June 1

May 26, 2017 |

The new 2018 Acura TLX hits showrooms on June 1, a reflection of the brand’s aggressive new design direction, taking its cues from the Acura Precision concept that debuted last year. The TLX refresh also includes new premium features and technology enhancements that place the 2018 TLX among the most technologically advanced and well-equipped cars in the mid-size luxury sedan segment. Meanwhile, the all-new TLX A-Spec variant amps up the sporty character of TLX with exclusive design elements and new premium features.
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Tier10 Named in the 38th Annual Telly Awards

May 17, 2017 |

Tier10 was named a winner in the 38th Annual Telly Awards for its “Legacy //2017 Acura NSX” and “Believe in the Land” automotive commercials. With over 13,000 entries from all 50 states and numerous countries, this is truly an honor.

Tier10’s “Legacy // 2017 Acura NSX” received a Bronze Telly Award in the “Automotive Commercials / Marketing” category. It celebrates the redesigned 2017 Acura NSX in the city that never sleeps. Produced on behalf of the New York Acura Dealers, the spot builds on the excitement of Acura’s signature “Precision Crafted Performance” in a city that prides itself on reinvention. “Legacy // 2017 Acura NSX” was also the recipient of a Gold Muse Award earlier this year.

“Legacy” 2017 Acura NSX (:30) from Tier10 on Vimeo.

Also winning Bronze in the “Automotive Commercials / Marketing” category, the inspiring “Believe in the Land” showcases a Cleveland area client, the Northern Ohio Honda Dealers, and plays off the spirit of Cleveland sports fans, or “Believelanders.” Originally playing during the 2016 NBA Finals (where the Cleveland Cavaliers went on to win the Championship game), the spot capitalized on the gritty determination of a Cleveland fan base that hadn’t seen a professional sports championship in 52 years.

“The Telly Awards has a mission to honor the very best in film and video,” said Linda Day, Executive Director of the Telly Awards, “Tier10’s accomplishment illustrates their creativity, skill, and dedication to their craft and serves as a testament to great film and video production.”

The Telly Awards is the premier award honoring the finest film and video productions, groundbreaking web commercials, videos and films, and outstanding local, regional, and cable TV commercials and programs. Winners represent the best work of the most respected advertising agencies, production companies, television stations, cable operators, and corporate video departments in the world. The Telly Award Silver Council evaluated entries to recognize distinction in creative work – entries do not compete against each other – rather entries are judged against a high standard of merit. To find out more about the Telly Awards, please visit

Tier10’s videos can be viewed on Tier10’s Vimeo page.

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2017 NYIAS: 2018 Acura TLX to Debut

April 10, 2017 |

The first-generation 2015 Acura TLX debuted at the 2014 New York International Auto Show, designed as a mid-size performance luxury sedan to replace the TL and TSX sedan models. Now, we look forward to the bold and aggressive next-gen 2018 Acura TLX at the 2017 New York International Auto Show.
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Tier10 Takes Home Platinum and Gold in the 2017 Muse Creative Awards

March 24, 2017 |

Tier10 was named a winner in the 2017 Muse Creative Awards for the second consecutive year. For 2017, Tier10 received one Platinum Muse Award for “The Acura NSX in New York City” and one Gold Muse Award for “Legacy”. With over 1,500 submissions from 35 countries worldwide, Tier10’s recognition with two awards is considered a great honor.
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10 Women Essential to the Success of the Automotive Industry

March 22, 2017 |

A few years ago, we wrote about the contributions of women in the automotive industry as part of the annual celebration of Women’s History Month every March. This year, at the crux of an important time for the advancement of women in the workplace, we wanted to revisit the topic and measure the success and progress of women in automotive leadership.
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2017 NYIAS: Honda Preview

March 17, 2017 |

Always a time for big reveals, Honda has a few tricks up its sleeve for this year’s New York International Auto Show (NYIAS) with plans to unveil the new Plug-In Hybrid and Electric versions of their environmentally conscious concept car the Clarity, as well as debut the highly anticipated Civic Type R. So what can you expect? Read More

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The New Social Media Addicts (Are Not Who You Would Think)

February 14, 2017 |

Given the number of times your mother has asked the difference between The Face Book and Tweeter (or maybe this is a question you’ve asked to your Millennial and Gen Z offspring), it comes as a surprise to many that Millenials aren’t the most active on social media sites. Upending the assumption that the younger crowd is responsible for the heaviest activity, the users that average almost seven hours a day on social media sites are Generation Xers. Read More

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