Those of us who work in social media are always talking about how brands need to be proactive, to have conversations with their social media fans and followers. It’s lovely to see that some brands are taking this a step further, and talking to each other.
Nothing beats standing in a sold-out arena. Whether it’s watching your favourite baseball player hit a home run or singing along with thousands of other fans to Beyoncé’s latest hit, live events can be an exhilarating experience. Now social media has opened them up to a larger audience and fans from around the world can follow an event and feel like they are really participating.
Share the live experience
Social media can help bring the television audience closer to the event, and to each other, making them a greater part of the experience. In 2012 American Idol achieved this by creating a community website for its fans called Idol Nation, which acted as a kind of social media hub, gave a place for fans to come and talk to each other about the show, and highlighted popular community members.
It also launched a Twitter campaign, Flock to Unlock, which encouraged viewers to tweet to unlock exclusive content from sponsors and behind-the-scenes footage from the show. American Idol was so successful at augmenting viewer experience, that the finale reached a peak of almost 24,000 tweets per minute.
Later in the year, the 2012 MTV Europe Music Awards became one of the most social events ever.... Read more
Coverage at election time can lead to accusations of bias. If you're a media owner using use-generated content, how can you strike the right balance?
Brands are becoming quite good at connecting with adult fans online. Most know the best ways to entice fans into ‘liking’ them on Facebook or replying to them on Twitter. Targeting a teen audience, however, is a whole different challenge. An audience of teens makes for a more volatile, less predictable community. Trends that take months to play out in an adult world can come and go in days. Teens aren’t just slightly shorter adults – they’re a whole different market and should be treated as such. Teens may seem impossible to engage, but it can be done if the brand follows some basic principles (if you’d like to know more, do watch this video seminar on teenagers and social media that includes presentations from Paul LaFontaine from Sulake (Habbo Hotel), Dr Barbie Clarke, founder of Family Kids and Youth and eModeration's own Tia Fisher).
Create an authentic voice which is genuine, non-corporate and human sounding (after all, you’re not trying to engage shareholders here – it’s all about the teens). The voice needs to be true and sustainable (teens can spot a faker a mile off and there’s nothing less engaging than being patronised). Brands that succeed in crafting a... Read more
David Beckham’s doing it. The Muppets are doing it. Even Barack Obama’s doing it. Hanging out on Google+ is becoming the way to talk to your followers.
What are the opportunities for brands to use Google+ hangouts?
Customer service is probably the most talked about application for Google+ hangouts. Dell has publicly said it will use hangouts for customer service, and it’s not hard to see how the ability to switch from broadcast to face-to-face conversation with a customer who needs specific help with an issue will be useful for customer support services.
But there are some really interesting, new and different uses (and potential uses) of hangouts that we’ve seen since launch.
Sharing or presenting information. Screensharing was part of the bundle of ‘extras’ that Google+ launched earlier this year, and lets everyone in a hangout see what’s on your computer screen. This could be great for international presentations, or for sharing information with a remote working team.
Market research. Google+ integration with YouTube lets G+ users watch YouTube videos together. Mashable reported recently on the post-Super Bowl hangout hosted by NBC and Google that let fans watch the Super Bowl ads together and then ‘dissect’ them. This could be a great way for... Read more