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.
For the past two years, all three of us Vert founders have ventured into the interactive carnivàle that is Austin, Texas in early March… I came, I saw, I drank, I tweeted, I Uber'd (is that a verb yet?), and I left wondering if I would come back for the hat trick in 2014. The early consensus was NO! – we’re going badgeless! But after a stellar year of client work, I had no other choice but to amass an epic panel lineup to try to get on the bill (and score a free badge). More on that in a few weeks...
You see, this is the first year I have participated in the PanelPicker, both as a contributor and a voter. Needless to say, there is a lot of stuff people throw into the big 10-gallon SxSW programming hat. As I was perusing the other submissions a few weeks ago, I noticed some interesting keyword trends... A few searches later, and with some creative help from our pals over at The Visualab, we came up with the below infographic showcasing the number of times each of these keywords showed up in the interactive session submissions.
In short – it is pretty clear... Read more
It’s not enough for brands to follow trends reactively. In today’s fast-paced, hyper-connected media-saturated world it’s not the first horse out of the gate who wins, but the thoroughbred already in mid-stride. What galloping steps can brands take to edge out the competition and maintain their lead?
First, let’s look at a general objective of any brand’s real-time social media campaign:
Instantaneously drive social engagements when unexpected events spontaneously trend online.
Looking at Oreo’s popular “Dunk in the Dark” campaign during the 2013 Super Bowl, you can see social activation in action:
First, an unpredicted event occurs – in this case the stadium blackout.
Immediately, Oreo’s social agency 360i is activated to create a response to the event – social feed on Twitter/Facebook, custom creative, hashtag
Then, the agency posts their response onto Oreo’s social networks – Facebook & Twitter
Once launched, posts, comments, retweets, and shares are collected.
By reacting within 8 minutes of the event, Oreo was able to collect 15,000 retweets and more than 20,000 likes on Facebook within 24hrs.
Seems easy enough, but there are inherent challenges to this process:
REACH: Consumers only discover a brand’s viral social trend if they’re connected on Facebook or Twitter within the trending window.
VIEWABILITY: Only 35% of friend posts on... Read more
Tags: Facebook, monetization, oreo, real time marketing, Social Media, twitter, Vibrant Media
Posted in Creative Best Practices, Emerging Platforms, Social Media, Targeting, Word of Mouth | 2 Comments »
Considering the wealth of brands that are now harnessing the power of Twitter as a marketing tool, it might seem strange to still refer to it as a revolution. But although the sight of a product or a household name trending is now commonplace on our timelines, the full potential of Twitter is far from being fulfilled by brands just yet.
Whether it’s a re-tweet to win competition or a paid for promoted tweet, virtually all Twitter users are now used to the presence of brand marketing on the social medium. While not all campaigns will end up going viral, with a user base of only half a billion people and a public platform that allows organisations to directly communicate with consumers, Twitter’s marketing capacity feels unlimited.
Yet although many brands have already devised a number of creative campaigns on Twitter, the truth is that there’s so much scope for further creativity. One of the most underutilised yet wonderfully effective ways of engaging with consumers on Twitter, is the way it can be deployed as an experiential installation.
Using Twitter experientially isn’t anything particularly new. Yet while encouraging consumers to engage with brands at events through the use of hashtags has become increasingly... Read more
There's been a lot of talk about the new Twitter Analytics that are available to everyone. However, not everyone appears to have access with jumping through some hoops. We show you how in this post.