Posts Tagged ‘Social Media’
Power out? No problem. twitter.com/Oreo/status/29…
— Oreo Cookie (@Oreo) February 4, 2013
Mark Ritson recently wrote, If you think Oreo won the advertising Super Bowl with a tweet, look at the social media scoreboard. In this, he puts forward a bold position: firstly that social media reaches a relatively small number of people, in a relatively light way (in comparison to TV ads) and secondly, that “The players might have changed, but the game has always been the same.” I’d like to briefly tackle these sentiments with some counter-points:
- Two-way, multi-way, a new way: It’s a standard social media point to make, but it’s seems it still must be. The game is not the same, because we are talking about many to many communication, about instantaneous interaction between publics and brands. Broadcast media (print, tv and to a great extent radio) was about crafting messages and pushing them out. Social media is about stakeholders, customers, innovators, product developers, consumers, suppliers, shareholders, customer services getting under eachother’s skin in real-time. It means a wealth of chances to make better products, services, institutions and outcomes, and for a brand to know, in no uncertain terms, whether it is delighting, inspiring, boring, horrifying, losing or poisoning its target customers and (former) audiences faster than ever, ever before.
- Broadcast reach vs reach on the brand’s terms: According to Ritson’s calculations, the Oreo tweet reached 200,000 people, which he compares with the 8 million Americans who eat an Oreos cookie during one year. But these sums ignore that social media engagement does not rest on one tweet alone, however brilliantly improvised its content. If an individual likes a brand enough to follow it, to endure its posts, by choice, day in day out - that brand has a chance of reaching that number of people, with what it chooses, on its own terms, and over and over again. It does not have to pay per placement, negotiate partnerships with publishers or pitch to journalists. It decides what to say and how to say it, and gets it out there immediately. And what happens on Twitter doesn’t stay on Twitter. According to Exact Target, discussions that begin on Twitter are more likely to appear elsewhere on the web than they are from any other network.
- Tiny stories versus big bangs: Ritson challenges the value of Oreo’s tweet on the grounds of its ‘potency’, because he is apparently wedded to the old-school marketing obsession with the big bang, a million eyeballs, that golden moment where a message reaches every heart, and the earth moves for everyone simultaneously. But in the new social media environment, we ridicule and mock big campaigns when they don’t make sense to us – and our voices are so loud brands can’t help but hear. Conversely, we cheer those that listen, move collaboratively, give us choices and help us make our mark. As Marcus Brown recently wrote marketers / social business people need to “watch and listen to all of the tiny noises, the personal moments, the little disasters and the massive moments of personal joy that surround us daily. We should be improvising with the tiny stories.”
- We likee, we buyee, and there’s no excuse for metrical ignorance: There are various studies showing correlation between liking and following brands, and propensity to recommend, purchase, and purchase more from them. (And stats showing that poor social media engagement impacts bottom lines.) That given, there is still no need for any marketer to settle for anecdotal or macro-data: from Facebook insights to Google goal setting, tracking the effectiveness of digital communications through the customer and stakeholder funnel, brand by brand, product by product, is a matter of effort and skill, not luck or magic. There is simply no need, with the wealth of metrics at our fingertips, to be asking rhetorically the value of social media activation versus broadcast placements.
According to a Comscore/Facebook survey Starbucks reaches more non-fans than fans organically through posts on its page… Starbucks are being seen by double the amount of people who are fans every time a post is shared. The same survey also reported that exposure to a Starbucks post resulted in 38% of people increasing store purchases. Ultimately engagement delivers to the bottom line too.
Chris J Reed / Comscore
On and offline – when there is a surprise, welcome or not, how you respond makes all the difference. For brands and institutions, this can take you down interesting, unexpected and lucrative paths.
Like Oreos, who achieved 13,734 re-tweets for its Superbowl suggestion to ‘Dunk in the dark‘ after the lights went out. And the Leopold Museum, who has responded to an man stripping off at its exhibition by offering nude viewings of its ‘Nude Men’ collection.
[I am just testing out the WordPress 'aside' format] – To say that whereas journalists have traditionally been paid by revenues which come through advertising (by their institution) – newer purveyors of news and opinion: bloggers, and other social media stars in their own right, can earn money from publishing on an individual basis. Personally organising their own advertising or sponsorship to appear on their blogs or other social channels. They hope or even expect to be paid in exchange for covering stories from brands, and why shouldn’t they? OFT rules on this are clear - it is prohibited to use editorial content to promote a product, where the trader has paid for the promotion, without making that clear in the content. Disclosure is key.
Neat way of showcasing top tweets using a picture gallery on the Capital FM website - as you scroll through each tweet associated commentary appears on the right hand side:
The London Fire Brigade has revealed it could allow people in the UK to tweet emergencies instead of dialling 999. Some might be concerned that this could lead to an increase in hoax fire reports being made, however arguably more indicative signals about a person can be drawn from their Twitter presence, than can be gauged on the phone.
There are many rapid checks that can be made to verify whether a tweeter is likely to be legitimate – including checking out their recent tweets, their follower to following ratio, and stated location. Another good signal of whether a fire report is genuine, is whether they are having Twitter conversations about the fire with other, similarly legitimate looking tweeters, especially in the local area. This certainly worked for me this year on two separate occasions when I looked to Twitter for information / confirmation: during the riots, and during a local power cut.
London Fire Brigade has used Twitter for information on fires in the past. At the beginning of the year LFB was faced with a lack of information when a police helicopter was unavailable to reach a large fire in west London. It asked its Twitter followers to take pictures and describe the scene. This allowed for a more detailed assessment of the situation and the subsequent dispatch of around 75 fire fighters. London Fire Brigade states without Twitter it would have taken longer to control the fire.
Fire image by Colin Kinnear