Here are all of the posts tagged ‘blog’.

The tragedy of disaster marketing

by Dan Goodswen in News

Marketing Magazine recently published an article by me on using tragedy as content. They’ve been kind enough to let us reproduce it in full below:

the tragedy of disaster marketing

12 years ago, two planes were hijacked and flown into the World Trade Centre in New York, collapsing both towers.

A plane was also crashed into the Pentagon, and a fourth hijacked plane, supposedly heading for the White House, was brought down before it reached its target. 2996 people died.

The date was September 11, 2001. I’m sure you haven’t forgotten.

Nor have you forgotten those who died in the subsequent bombings in Bali. Nor the events in London on July 7, 2005. You will clearly remember the horrific tsunami that struck the Indian Ocean in 2004, and Hurricane Katrina, which decimated New Orleans, also in 2005.

Closer to home, you will no doubt remember the date of the Port Arthur Massacre in which 35 people died and 23 were injured. The annual flooding in Queensland and the bush fires that afflict much of the country in the hotter months – both claiming property, livelihoods and lives each year – will be fresh in your memory.

It probably hasn’t escaped your attention that next year, 2014, is the centenary of the outbreak of World War One – The Great War – a war that claimed over 37 million lives.

These are tragedies and disasters that affect us all, both personally and on a wider cultural scale. These are times to commemorate and reflect, commiserate and mourn.

However you choose to remember or forget such events, let us be clear on this: tragedies and disasters are not marketing opportunities.

Last week in the US, brands as large as GE and Verizon sent out reminders to ‘honour the memory of those we lost’ using the hashtag #neverforget, which many Tweeps were using to commemorate the 9/11 attacks.

Businesses as diverse as golf courses, plumbers, restaurants, sports nutritionists and tanning salons used 9/11 to give out discounts on their products.

‘Remembering the fallen heroes’ claimed one tweet, right before peddling their wares on the trending hashtag.

Much has been written before about how brands on social media are not friends with their customers, but it’s a point worth re-iterating, because brands need to understand their place – you are not people.

When a person likes or follows your brand they are giving you permission to talk to them. You are being invited into their newsfeed and their timeline along with their friends and family, but you are not one of them. You do not have permission to cross that line.

That line applies to topics such as sex, religion and politics – as it would when conversing with any customer – and it also applies to tragedies and disasters.

While social media has changed the way brands communicate with their customers, it has not changed the fundamental brand/customer relationship. You are still the brand. They are still the customer. The reason you are on social media is to sell things.

Never forget that.

The topics you have permission to talk about should be outlined in your social content strategy. They should be things that are valuable to your customer, and relevant to both your customer’s interests and to your brand.

When there is cause for national celebration, you may find some room in your content to reference it in a valuable, relevant way. But there is no valuable, relevant way to talk about tragedy.

I’ve said before that your social content strategy is as much about what you choose not to post, because everything you say as a brand on social media is marketing. Every post or tweet is branded content. You can’t brand grief.

Where I grew up, in the UK, tragedies were marked by an act of collective silence. At times like these staying silent will say more about your grief, and will sound a lot more sincere, than saying anything at all.

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We Are Social’s Tune-up #90

by claire.riordan in News

The Big Issue goes digital
Long-running magazine The Big Issue has announced that, from June 7th, it’s going digital in Australia. The homeless and disadvantaged will still sell printed copies on the streets, but will also be selling digital access cards with unique codes. The online version of the magazine will still sell for $6, earning $3 for the vendors, and will be available on computers, tablets and smartphones. It’s one of the first street papers to go digital, following Manchester’s The Big Issue in the North launching an online version last October.

From social media to the silver screen
We’re all used to books being turned into movies, but how about  Reddit threads? A 2011 question – could a modern US Marine infantry battalian destroy the entire Roman Empire during the reign of Augustus? – inspired military historian James Erwin to write a blog post. Within a week, this led to a Beverly Hills-based agent and a Warner Bros contract to write a screenplay.

Teens on social media
The Pew Research Center has released some interesting research into teens on social media. The major story that the press has taken from the research is that teens are supposedly tiring of Facebook, with many citing boredom due to “drama” and an ever-increasing adult presence. However, it should be noted that teens feel they need to stay on Facebook in order to not miss out and the report shows usage growing by one percentage point to 94% of all teenagers surveyed. The below graph gives an overall picture of the areas teenagers occupy on social media.

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Facebook ‘likes’ on TV pages translate to likelihood to view
Viacom has discovered that those who ‘like’ Facebook pages of their shows are 75% more likely to watch them than those who do not. Based on 5,000 viewers aged 13-49 in 5 key markets, they also found that social media was the 3rd most important point of discovery for new shows after word of mouth and promos, as well as that, of those who discovered a show via social media, 70% would watch its debut, compared with 48% of those who discovered it elsewhere. The way in which viewers interact with social content was divided into three categories: functional, communal and playful, with the two former groups most important to fans. For example, 45% used social to keep up with show news and 44% wanted information on air dates and times (both functional), compared with 34% who watch the channel themselves and share their taste (communal) and 30% who participate in games related to the shows (playful).

How Twitter influences automotive consumers
Twitter has partnered with Compete to examine how the network affects prospective US automotive buyers, finding that exposure to an automotive brand’s tweet made users more likely to take actions off-platform, from searching for car brands to interacting with third party sites. Users who saw a Tweet from an auto manufacturer were also over 4x as likely to perform “lower funnel actions”, such as requesting a quote or looking for dealerships to test-drive.

Facebook, Pinterest and Twitter & driving traffic
When it comes to driving traffic, Facebook has the highest conversion rate of social networks examined in Monetate’s latest Ecommerce quarterly, but Pinterest wins when it comes to average order value. Facebook’s conversion rate, of 1.08%, well outstrips Pinterest (0.36%) and Twitter (0.22%), but Pinterest’s order value of $80.54 is over ten dollars higher than Twitter ($70.17) with Facebook ($71.26) only slightly closer.

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Brands’ social marketing activities
A survey into US advertisers spending over $100,000 annually on social media has shown that branded pages are more common than paid adverts. On the whole, ad spending in social is expected to grow 31.6% in 2013, reaching $4.2 billion by the end of the year.

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Facebook ads can be targeted by recency of activity
Facebook advertisers using third-party tools with access to Facebook’s ads API can now target ads by recency of activity, using the “action spec” parameter. Previously, they were capable of specifying an ad audience of people who had performed a certain action (either on Open Graph or Facebook directly) within a 14-day period. Now, the time frame can be changed to allow for increased accuracy. It is also possible to target via a “negative action-spec”, meaning that brands can push adverts to consumers who have not performed an activity within a specific time frame.

Twitter introduces two-factor login authentication
Following on from a spate of recent high-profile hackings, Twitter has introduced a form of two-factor login authentication based on a verified mobile number. To register, you simply need to visit the ‘account settings’ page, select ‘require a verification code when I sign in’ and follow the prompts to add a phone. Then, every time you look to login to Twitter, a six-digit code will be sent to the chosen phone number, which you’ll need to input in order to gain access.

Twitter’s TV ad targeting
As a result of the strong connection between watching TV and tweeting, Twitter has introduced targeting based on TV advertising. Using video fingerprinting technology, the system automatically assesses where a TV commercial has been aired, as well as which users have tweeted about the show during which the ad was shown. The selected number of partners who are running national US TV commercials will then be able to target Twitter advertising in order to support their on-screen campaign.

Twitter releases Lead Generation Card
The latest addition to Twitter’s ‘Cards’, whereby richer content can be included in an expanded tweet, is a ‘Lead Generation Card’ for advertisers. Within these, brands can post a description of an offer along with a call to action, as shown in the below example. The user’s name, @username and email address are then filled in automatically and sent to the brand, upon them clicking the CTA button.

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Some brands have started using the system already, which is currently only available to Twitter’s managed ad clients. Priceline has posted travel deals and an opportunity to receive email updates, while other users have included New Relic, for-profit university Full Sail and a number of startups seeking beta-testers. Undoubtedly, there are a number of positives to the new system, especially for advertisers. The collection of leads is hugely important to a number of businesses, especially if these are directly offered by people interested in a particular product. Including this functionality within an expanded tweet greatly reduces barrier to entry, which should result in increased lead collection.

Yahoo launches new Flickr
On the same day as her company’s purchase of Tumblr, Yahoo CEO Marissa Mayer announced a wealth of updates to photo-sharing network Flickr. An attempt to become more photo-centric has seen updates to the home page, as well as a new activity feed and photo stream, all of which put photos at the forefront.

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There will also be a free terabyte of space for every Flickr user, meaning essentially no limit on the number of photos you can upload (within reason). Discussing the focus for the changes, Mayer stated:

It didn’t fare so well, it languished. We can make Flickr awesome again… Flickr had become about words and blue links. This product is heart-stoppingly beautiful.

We’ll wait and see if users agree with her.

MessageMe passes 5 million users
Mobile messenger app MessageMe has passed 5 million users, just 75 days after launch. Having grown beyond 1 million in its first week, the app’s multimedia-rich approach seems to be paying off, with a $10 million round of seed funding following their initial $1.9 million round in December 2012. The figures, whilst impressive, leave MessageMe far behind competitors including WhatsApp, with 200 million monthly active users and WeChat, with 195 million. Nevertheless, it does have a planned growth strategy, with two new buttons for Stickers and Money expected to be introduced when it switches focus to monetisation.

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The Champions’ League Final on Twitter
Saturday night saw the Champions’ League Final, the culmination of the European football season. Naturally, this was discussed on Twitter a great deal, with 4.8 million tweets worldwide in the period from an hour before kick off until 30 minutes after the final whistle. Arjen Robben of Bayern Munich was the most talked about player and his 89th minute winner brought about 107,229 tweets per minute, eclipsed only by the 117,601 in the minutes after the game ended. Three other moments, the two other goals and one disallowed goal, were responsible for between 70,000 and 80,000 tweets per minute.

Brands also used the final to create some interesting Twitter content. UEFA, organisers of the Champions’ League, hosted a ‘Twitter Mirror’, whereby fans could view exclusive behind-the-scenes content of celebrities at a special charity match for the occasion.

This has been used at other sporting events, including French Open tennis and IPL cricket, and will also be in place at Wimbledon this year. As well as this, adidas football posted an excellent responsive tweet after the match, contrasting Bayern Munich player Bastian Schweinsteiger’s emotions when winning the tournament this year and losing it a year ago.

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The image resonated with the highs and lows experienced by football fans and was retweeted over 3,000 times.

Sky Brazil enables TV recording via Twitter
Sky, Brazil’s largest TV company, has created a system by which customers can record TV programmes through a special hashtag. First, users must sync their Twitter @handle to their Sky subscriber number. Then, when they see @skybrasil tweet about a show they want to record, all they have to do is retweet those posts with the hashtag #skyrec. The Twitter handle is then connected to the home DVR and the show is automatically recorded. The campaign will be promoted via TV, through paid digital media spend and by using Brazilian celebrities.

World Nutella Day
Sara Rosso, an American blogger based in Italy, set up ‘World Nutella Day’ in 2007, an unofficial event aimed at celebrating the chocolate and hazelnut spread. However, the day seemed to be jeopardised when she received a cease & desist letter from Ferrero, the company who own Nutella. Many were surprised by the brand’s failure to embrace fans’ love. We Are Social’s own Jim Coleman told Marketing Week that Nutella should have decided to “champion and hero” the day and “love people who love the brand”. Instead, he said, their approach seemed “dictatorial”, due to a “risk averse” strategy worried about profiteering from an unofficial recipe book and site advertising. However, it seems as though the day will likely survive after all; after a great deal of public furore, Ferrero backed down and withdrew their cease & desist order.

Branded content and violence towards women on Facebook
On Facebook, ads are targeted by user, not content. This was a problem last week, when ads appeared next to a page making light of violence towards women. Brands such as Nissan, American Express, British Airways, Sky, Easyjet, Ocado and Dove all had ads appear alongside the page and were forced into a reaction by an organised campaign made up of 50,000 tweets with the hashtag #FBrape. Nissan UK were quick to remove the advertising and apologise via Twitter, while Dove faced further backlash by leaving adverts running. Facebook claimed that it is not their business to monitor such content, despite a history of removing certain material. Talking to Marketing Magazine, Robin Grant of We Are Social said:

Despite the facts the ads are targeted at people not content, if this continues, Facebook will need to reconsider their position.

Taco Bell send rings to influencers
Taco Bell attempted a piece of odd influencer outreach last week, when they sent out a number of rings to minor celebrities, along with personalised letters thanking them for their love of the chain. Each ring and letter was accompanied by a $20 voucher and, in some cases, an invitation to the company’s test kitchen at their LA headquarters. Strangely enough, the scheme has paid off, with many of their targets tweeting about the stunt. ‘Model and aspiring actress’ Acacia Brinley, for example, posted the following:

 

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We Are Social: Tuesday Tune-Up #81

by claire.riordan in News

YouTube hit the 1 billion a month unique users mark

Online video giant YouTube put their success into context for us last Wednesday, announcing their achievement of 1 billion unique users per month. This means “almost half of the people on the Internet visit the online site each month”. Looking specifically at Generation C (18-34 year olds), YouTube stated that this “demographic spend 74% more time watching YouTube on their smartphones now than they were last year”.

Facebook cover photo policy has been changed

The rule against page cover photos featuring a call to action, contact information, references to price or purchase information has been updated. Page owners now have more flexibility in terms of what they can include in their cover photo, however the no more than 20% text overlay rule still applies. The rule for cover photos and ad images are now consistent, “this is important as cover photos are beginning to be included in both organic and sponsored page-Like stories in News Feeds”.

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Facebook to roll out its new commenting system

Facebook have been testing its new commenting system since November 2012, it “includes threaded conversations and a ranking algorithm meant to put the most relevant and high quality comments first”. The new updates will be available on an opt-in basis for all pages with more than 10,000 fans. Some of the key features of the new comments are the “option to reply to a specific comment and a ranking system that takes into account positive and negative signals, and connections”. Facebook are hoping the update will improve conversation management, enhancing the fans experience and public figure profiles.

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Facebook to introduce Lookalike Audiences globally

Last week Facebook rolled out Lookalike Audiences to Power Editor accounts, this is a tool which helps advertisers target similar users “to those in their Custom Audience database”. Facebook reported that Lookalike Audiences have decreased cost per action and an online retailer experienced “lower costs per checkout when the Lookalike Audience feature was in limited beta”. To create Lookalike Audiences a list of first-party data must be uploaded, such as, email, phone number or user ID to create a Custom Audience. Facebook then uses algorithms to analyse the Custom Audience and produces a Lookalike Audience based on demographics, interests and what people are talking about.

iPhone users make calls using Facebook Messenger for free

Following on from its successful launch in the US and Canada, it is now possible for iPhone users in the UK to make calls to other Facebook Messenger users for free. You simply open the Facebook Messenger app, select the person you want to call and hit the ‘I’ button.

Happy 7th Birthday Twitter

Last week Twitter celebrated its 7th birthday – In the last seven years the social network has gained more than 200 million active users who create over 400 million Tweets each day. Twitter is now considered by most to be the go platform for the “lastest news, to exchange ideas and connect with people all in real time”. To celebrate this milestone, Twitter have made a video celebrating some of the many moments on Twitter so far, and a few of the UK’s best known Twitter personalities have been shouting about why they love Twitter so much.

Britney Spears is first to reach 6 million followers on Google+

Britney Spears has had the highest number of followers on Google+ since November 2011, and is now the first person to reach 6 million followers. According to Starcount, Lady Gaga is hot on her heels with a mere 100,000 followers seperating them.

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Puma are paying for UGC

German sports giant, Puma, announced they’re trialing iPhone app, Foap. The new app allows users to upload photos to the platform and sell them to brands. Puma has asked Foap users to take photos in response to ‘Missions’ for its ‘Nature of Performance’ global campaign, the UGC purchased will promote the campaign across all social media channels. The ability to “create a library of content and achieve further engagement by getting users to rate the images” in Foap is one of the reasons Puma decided to use this platform.

Friendly Twitter war between Kit Kat and Oreo

A friendly twitter war can be fun and exciting for the brand and their followers, and this one is no exception:

A Twitter user tweets her two favourite chocolate brands…

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@KITKAT respond with a game of noughts and crosses…

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To which @oreo responded very cleverly…

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Oreo triumphed over KitKat on this occasion, we’re look forward to the next round!

Does Twitter really have an official Australian presence?

Social media commentator David Cowling recently asked what’s wrong with the official @TwitterAU account, and it’s a question that’s gotten a lot of attention, if not a lot of official replies. Repeated @ tweets to the official account asking for the number of active users in Australia were met with no response. Although the official Twitter handle launched back in October 2012, and senior execs have made scoping visits, there’s little evidence that Twitter have any dedicated resource locally.

Latecomer to the Aussie music streaming scene: Songl

Streaming music service Songl actually launched in October last year, but is now being relaunched with a PR and social media campaign as well as a whole heap of exclusive celeb content and playlists (the first new one was created by Sir Bob Geldof). The streaming service offers a $12.99 subscription model as well as an ad-funded version. It’s also backed by Digital Music Distribution (DMD), Sony, Universal Music and Southern Cross Austereo; early reports indicate some major artists are missing.

Spotify and Rdio already feature great social integration – we’ll be watching to see how Songl make their mark in the crowded social landscape of music streaming.

Songl

 

 

Interactive website aims to help gambling addicts

With the help of McCann Melbourne, the Victorian Government has launched fightforyou.com.au, which will feature video diaries of people trying to control their gambling habits. The online support service asks people to take a 100 day challenge and friends, families and even complete strangers can use the site to post messages of support. Forums and live chat functionality is also offered.


 

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We Are Social: Tuesday Tune-up #77

by Dan Goodswen in News

Australia first for mobile payments
Mobile money is the next big battleground, with the industry set to generate $A271.9 billion by 2018, up from just $A13 billion in 2013.

With competing products from PayPal and Square already in market in other territories, MasterCard have announced a new digital payment system – MasterPass – set to launch first in Australia by the end of March before expanding to other markets.

MasterPass works with a wide variety of devices, including smartphones, and stores customers’ banking and personal information in the cloud. Shoppers will be able to use MasterPass on the web without having to key in their bank information and delivery address for each purchase, and by waving a smartphone equipped with Near Field Communications technology near a special reader.

So it looks like for the at times woeful eCommerce offering in Australia, there’s MasterPass. For everything else, there’s cash.

The internet’s importance in product purchase decisions
Consumers are more likely to purchase a new product after reading about it on the internet, according to Nielsen research into those with online access. The extent to which this is the case varies by product category; electronics are the highest, with 81% of those surveyed answering that the internet affects their purchasing decisions. Social media plays a large role in this, as 30% stated social channels would influence their decision and 27% took into account content posted on video-sharing channels.

The UK spends more time online than the rest of Europe
The amount of time spent online has increased by 5% throughout Europe to an average of 26.9 hours per person over the month. The UK had the highest overall figure of 37.3 hours, but the most growth was shown by Belgium, whose 22.4 hours showed an increase of 2 hours since this time last year.

Mobile and social leading shift to digital marketing
A shift is being shown from traditional to digital media, with mobile and social leading the way. At the same time as 1 in 3 marketers intend to decrease budgets in print media, 76% are looking to increase their social budgets.

Facebook integrates free calls to iOS app in US & Canada
Whilst users in North America have for some time been able to make free calls over the Internet through Facebook’s messenger app, the network has last week updated its main iOS app to integrate the service. The new app also boasts other changes, including more visible buttons for liking, commenting on or sharing content.

Bugs have been misrepresenting Facebook reach for months
Facebook admitted on Friday that bugs have been leading to erroneously low figures for page reach over the past few months. When updating their mobile apps in August and December, Facebook tried to increase speed by reducing the necessary amount of information sent when displaying news feed stories. However, one thing that was removed ended up being the marker used by Page Insights to measure reach, resulting in reach figures coming out lower than they should have. The bug has been fixed and figures should be back to normal from today. It remains to be seen if this explains the full extent of the decrease in reach we exposed in November.

Facebook update Offers product
Facebook have made a couple of important changes to their ‘Offers’ product. Previously, the only option for users was to click the ‘Get Offer’ button to instantly redeem it, which would in turn automatically generate a story on friends’ news feeds. The first change means that there are now two different options: it is possible either to ‘Shop Now’ or ‘Remind Me’, increasing the flexibility of Facebook offers. Beyond this, users can now choose whether or not to share the story with friends. Combined, these look set to increase the usability of ‘Offers’ and potentially increase the number of users taking advantage of the feature.

Facebook looking to match in-store purchases to advertising
Facebook are to partner with data companies such as Epsilon, Acxiom and Datalogix to match in-store loyalty card purchases with individual Facebook profiles through their email addresses or phone numbers. The move would, in theory, allow marketers to target Facebook ads to those that have purchased relevant products in the recent past.

Facebook events get cover photos
In place of the thumbnails they had before, cover photos are now available for Facebook events. Unlike pages and profiles, though, this is the only image they will be allowed; events will simply have the large banner at the top, but no profile picture.

Brands increasingly taking to Instagram
Some impressive figures have this week been released about Instagram: 59% of the world’s top brands are now taking advantage of its massive potential audience, which includes 90 million monthly active users, 40 million photos per day and 8,500 likes per second. The extent of brands’ adoption of the network is shown in the graph below:

Sports giant adidas (and We Are Social client) has been highlighted as one of the most successful brands on the network, having managed to double its follower numbers to almost 150,000 under 3 months, averaging over 5,000 comments across 49 quarterly updates.

Twitter launches new ads API
Twitter have officially launched their new ads API, which allows marketers to purchase adverts from within the dashboards they use to manage their social platforms. This will allow brands to run adverts on the network more easily and it will be interesting to see how this affects the number and nature of Twitter ads. One fear is that the number will rapidly increase, a concern that Twitter have quickly looked to waylay, arguing that the changes will simply affect ease for advertisers, not volume. One thing that will be affected, though, is the extent to which ads can be targeted; marketers will now be able to create their own custom audiences.

Twitter testing new way to generate leads
Twitter are testing a new addition to their ‘cards’ functionality; a way for brands to create leads. It will work as shown below in a tweet from Twitter themselves about their small business guide; when clicking on the link, a button appears below saying “get it now” . It will be interesting to see if the system, which is currently still being tested, is rolled out further.

Twitter to add language and importance information to API metadata
Twitter is set to introduce two new features to its existing API metadata. The first allows identification of the language a tweet was sent in, which will be important for translation and filtering. The second allows yet further filtering, this time by importance – or what Twitter considers ‘high value’ tweets. Of the two features, this is set to be the most exciting, especially for brands, who can use the tool to better assess their own performance on the network.

Burger King & Jeep’s Twitter accounts hacked, MTV fake their own hack
This week has been a big one for social media disasters, most notably after thehacking of Burger King and Jeep’s Twitter feeds, as well as MTV ‘fake hacking’ themselves. Obviously, hacks can have hugely negative consequences if left unresolved, but We Are Social’s own Jim Coleman has pointed out some of the positives; notably, they attract a lot of attention. Moreover, they need not be too damaging if dealt with promptly and humorously. Burger King at least did the latter of these fairly well. Although their response could perhaps have been speedier, the lighthearted response, when it did arrive, was amusing and appropriate.

The incidents have sparked debate about Twitter’s treatment of brands, with only one type of account for brands with thousands of followers and individuals with very few. In particular, there have been calls for increased security and the introduction of two-factor authentication. Pinterest valued at $2.5 billion after $200 million funding round As its latest round of funding brought in $200 million, Pinterest has attained a valuation of $2.5 billion. The image-sharing platform has claimed that the money will be invested in product development, international expansion and acquisitions, with CEO Ben Silbermann stating:

Our focus is on helping millions of people discover things they love and get inspiration to go do those things in their life. This investment gives us more resources to help realize that vision.

Social media at the Oscars The Oscars last night were a hotbed for real-time marketing, following on from a similar showing at the Superbowl a few weeks ago. As stars walked down the red carpet, one actress was particularly popular on Twitter; for a time, #JessicaChastain was the second highest trending topic after #Oscars2013. Marketers took advantage of this, with Samsung, American Express, Royal Carribbean, Michaels Stores, Dell and Sprint amongst the many brands who purchased promoted tweets for the topics surrounding said actress. However, it is likely that, rather than being true examples of real-time purchasing, these tweets were purchased beforehand, based on forethought into the types of topics likely to trend. Oreo, heroes of RTM at the Superbowl, attempted a similar tactic again, this time posting four tweets related to relevant films, including one about the night’s fashion with a reference to zombie show ‘The Walking Dead’:

 

They also used the motion capabilities of twitpics, as can be seen in their James Bond tweet. Interestingly, none of these tweets received quite the same about of interaction as their Superbowl tweet, displaying how real-time marketing depends in large part on being truly reactive, as the blackout tweet was to a greater extent than last night’s.Another brand experimenting during the event was Smart Car, who posted a number of miniature takes on various award winners through Twitter’s Vine app, including the follow for ‘best actor’:

They have since made it clear that they had pre-recorded videos for every possible winner and have been posting the runners up throughout the day. Dulux’s real-time(ish) marketing at the Brit Awards With so much focus on real-time marketing at various big American events, UK brands are looking to get in on the act, too. A lot has been made of the below Dulux tweet, in relation to the Damien Hirst designed award statuette. However, whilst it may be an interesting way of producing topical content around paint, not normally known as the most exciting of products, the real-time element has been largely overblown. In fact, the nature of the statue had been known for months before the awards, meaning that this wasn’t really ‘real-time’ at all. A nice update, yes, but not in fact what has been described as an ‘Oreo moment’.

 

Ford give away 100 cars to bloggers and influencers
In a ‘social remix’ of their famous 2009 ‘Fiesta Movement’ campaign, Ford are giving away 100 of the vehicles to bloggers and online influencers, including celebrities, in exchange for their documenting the experience. The cars will be entirely free for six months, including petrol, parking and insurance in exchange for using content, which will be used by Ford across their social channels, as well as in traditional media, such as print and television.

YSL launch new ‘Radiance’ range with Facebook app
Yves Saint Laurent are celebrating the launch of their new ‘Radiance’ range with a Facebook app, which allows users to manipulate photos as if by using the new products. Users can upload a photo, which they can then alter by ‘glow’ and ‘vitality’, then share. Users can also download a voucher for a two-week free trial of any two products from the range.

Bulmers and We Are Social launch new flavours through social
Here at We Are Social, we’ve recently produced a campaign to launch two new flavours of Bulmers cider: Bold Black Cherry and Pressed Red Grape. The ‘try it first’ Facebook app will allow fans to enter for the chance to be one of the lucky few who get to try the flavour before everyone else. Key Twitter influencers have also been approached to be amongst the initial group.

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Lol the troll: how to combat the chaos

by Dan Goodswen in News

Marketing Magazine recently published an article by me on dealing with internet trolls.They’ve been kind enough to let us reproduce it in full below:

lol the troll by dan goodswen

In The Dark Knight, Bruce Wayne seeks advice on his latest foe, Joker, from his astute cockney butler Alfred.

Mr Wayne (logical, measured, likes to dress up as a bat) is stumped.

“Criminals aren’t complicated,” he tells his trusty manservant, “we just have to figure out what he’s after.”

Let’s pause there. Substitute the word ‘criminals’ for ‘customers’, ‘fans’ or ‘followers’, and you’ve about summed up the way most brands approach community management:

Customers aren’t complicated, we just have to figure out what they’re after.’ 

Most brands have a list of pre-approved responses, an escalation matrix, tone and style guidelines, brand voice guidelines, community guidelines and so on.

They probably have directives to respond to each post or tweet within a set period of time (after all, brands are being judged on how quickly and efficiently they respond to posts), and community managers are tasked with being the arbiters of these directives.

But these directives, these guidelines – these community management ‘principles’ – fail to take into consideration posts that don’t play by the rules.

Picking up where we left him, Bruce Wayne is failing to grasp why someone would commit crimes seemingly without motive.

“With respect, Master Wayne” Alfred tells him, “perhaps this is a man that you don’t fully understand.

“Some men aren’t looking for anything logical, like money. They can’t be bought, bullied, reasoned, or negotiated with.

“Some men just want to watch the world burn.”

Alfred is of course referring to Joker, but his advice is also true for the arch nemesis of the community manager: the troll.

You can put in place all of the measures and matrices and management you can think of, but there will always be exceptions.

Trolls aren’t looking for customer service – in all likelihood they aren’t customers at all. They aren’t looking for a measured response or a reply within 15 minutes. They aren’t trying to make a point or a serious criticism.

They’re looking for opportunities to create chaos.

It doesn’t matter whether you’re a top ten brand or a mom and pop shop, if the trolls see room to ruffle feathers, they’ll have a go.

So if the usual measures don’t work, how then do you deal with a troll?

In The Dark Knight, Joker is ultimately defeated by the people. They refuse to play his game, not giving him the satisfaction.

You can always do the same. You’ve probably heard the expression ‘don’t feed the trolls’, and certainly, that is one way to go.

But comments left unattended look messy and can result in more trolls joining in. And if the troll hasn’t used offensive language, or insulted or threatened anyone, then you really have no room to delete their post or comment.

No, feeding the trolls isn’t the issue. It’s what you feed them that makes the difference, and to understand that, you need to understand the fundamental reason they behave the way they do.

In their own words, they do it “for the lulz”.

So give them what they want. Next time you have a troll, try this; simply reply to whatever they post with ‘lol’.

By ignoring the rules, you’ll both diffuse the troll and let them, and the rest of your community know that you’ve got a personality – that you’re not a machine stocked with automated responses.

Batman had to go to extreme lengths to defeat Joker, building a machine with the power to spy on every citizen of Gotham. But you don’t need to be that rigid, that inflexible. You don’t need to take the hard line.

As Joker would say: “Why so serious?”

So, have a little fun every now and then. Lol the troll.

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