One of the benefits of social media and social networks, is that they provide us with an arena in which we can witness real time ‘word of mouth’ and ‘sentiment’ about surrounding events. On a meaningful level that could mean events as they unfold in an emerging revolution or struggle for democracy as we have witnessed recently in North Africa where networks are a direct way of spreading unfiltered messages to others in the midst of things and the outside world.
Personally I have an issue with overstating the role of social media in recent events such as the Libyan protests, as the media seem intent on purveying social networks as the spark to revolution, where I believe they simply facilitate a free-er and speedier transferrance (sic.) of existing ideas. While they facilitate conversation spread they are not the ‘reasons’ for revolution but at best catalysts.
Quibbling aside about the role of these networks in deeper issues than advertising, much the same rules apply to this space. Social media provides the platform for feedback from those on the ground and allows us the opportunity to amplify niche events, promoting them to the wider world. As brands are in the business of stoking and owning the word of mouth around (often costly) brand funded events, it only makes sense to call on any tools we can to increase the coverage and referral around these. Despite this simple truth however, fairly few experiential/event companies seem to be ‘getting’ social and I think an opportunity is being missed.
One agency that definitely gets it is C&M and they have compiled a framework and series of checklists for making sure your event creates a #buzz around it.
As if the World Cup wasn’t cool enough there are now a wholehost of awesome social media tools, graphics and games to take the fun to a higher level!
Here are a few of my faves
1) The Vuvuzela feature on YouTube
Just when you thought you could give your eardrums a rest, away from the TV and watching your online vids, YouTube add in a feature to blast the living daylights out of any content. Sounding like the trackside of a F1 Grand Prix the football icon unlocks the thunder of the horn. I love it in short bursts but by the fifth or sixth time I had blasted it out of my speakers colleagues not so enamoured with the constant footie were losing patience.
Here’s your chance to use the Vuvu’s to runi the Official World Cup theme song (you have to watch in youtube proper for it to work and hit the football at the bottom).
And you can see how popular the World Cup has been on Twitter here
Anyone with an iPad must be thinking that it is the best accompanyment to any TV experience, acting as a perfect accompanyment to give you the stats as you watch. I’m pretty sure I wouldn’t use this in public but if you like the idea of live stats as ammunition to criticising the manager then this is the device for you.
4) The Foursquare CNN Badges
Everyone on Foursquare wants badges and these are the most unattainable ones. For one you need to go to South Africa, for the others you need to watch the match at a CNN santioned venue (presumably US only!). BOO
5) The Guardian Twitter live games
Following up on their England Vs USA recreated in Lego the Guardian smash it iagain with the opportunity to re-live games through twitter feed. Nice simple, great execution, its what social media was made for!
I have found this a pretty difficult task, for several reasons, what brand to go for? Do I even consciously seek out brands that I like, and does anyone? You need a reason to follow, a prime example being one that our tutors cited, which was the Twelpforce, a team of consumer advice/help tweeters working on behalf of Best Buy in the US.
Added to this the actual search/find people (or brands) function on twitter is not that helpful or user-friendly. Twitter is much better at picking up trending topics, via hashtags for example, and what people are saying about them rather than finding the corporate profile.
From a background working in audio, and especially podcasts I learnt a valuable lesson in instructing brands, namely that you have to have something to say, or to offer people something that they want. In podcasting this often translates to tapping into the existing behaviours of users, so offering content genres that are already popular, like music or comedy. This was successfully executed by the likes of Cobra Beer who launched a successful comedy podcast fusing beer and banter, the pubcast
Twitter is much the same, save for a few examples like Nike or Adidas no one will bother to follow or keep on following a brand that doesn’t offer them something.
This task also brings in to focus the argument on where social media fits in the marketing/advertising/pr sphere. Some of the most effective Twitter profiles I’ve seen where those responding to adverse events. Two of note here are the ash cloud (or should I say hashcloud #ashcloud) and the BP oil spill. Airlines lines, such as KLM (http://twitter.com/KLM) used their Twitter and other social media tools during the ash cloud to inform, reassure, and engage their customers, alleviating pressure on call centres and websites. As passengers were faced with this trouble, it made sense to dissipate information in the most reactive and up to the minute channels, where stranded passengers were already active.
As for the failures in Twitter, apart from the large amount of absentees (only a quarter of brands actually active) it has got to be those who are limping through the process and there are so many to choose from but I thought I would highlight one that had specific reasons for failing.
I have chosen Haagen Daz’s http://twitter.com/MeltTogether this isn’t actually their full company profile but one that was set up (and dropped) to tactically support their Valentines messaging. It breaks the first rule of such consumer dialogues which is that conversation has to be ongoing. Additionally the mechanics of generating followers means that they were almost doomed from the outset as it’s really difficult to generate any meaningful amount of followers in such a short window.
Bucking the trend, and falling in the ‘good’ camp is the twitter fuelled game called the “Twitter Cup” I like this usage of Twitter because it uses the platform as a means to generate response to power something else. There’s no significant barrier to entry and its something that taps into the buzz around the world cup and people passions for their nation.
To summarise, what I have learnt is:
1) Most corporate twitter presences are not very good
2) The find people function on twitter leaves a lot to be desired
3) As a result of the above we need to make sure brands are visible and clear with twitter profiles and link from elsewhere direct to the profile through other comms.
4) Twitter is global and brands need to have a global and local strategy
5) The majority of brands aren’t using it to its potential
6) Staking claim on twitter usernames is vital for brands
7) I was naturally driven to see success in numbers of followers but we need more than this as a metric, it’s about engagement and usefulness after all.