I spent the last few days following tweets and content from #SXSW. Lots of good stuff.
There was one big thing happening at “South By” (shortened from South By South West, so its cooler) and that was Meerkat.
Despite the fact that Meerkat has been making waves in the digital and social community for weeks now, the kicker was Twitter killing the app’s access just prior to the SXSW festival getting underway. And if there was one lesson that we have ever learned from pop culture – banning something only makes it cooler.
I can’t tell you how many Meerkats I saw being tweeted – on the spot interviews, photos of people holding a Meerkat broadcast, Meerkats of presentations, Meerkats of concerts… There were Meerkats every where, like an Animal Planet marathon.
Will Meerkat “survive” without Twitter? We’ll see: here’s a post form Yahoo! Tech about it. I’m not into guesses.
One thing I will say – Live video via social is on trend. Big time. Whether it’s Facebook’s March Madness event Twitter’s acquisition of Periscope, or Meerkat, look for live video on your social channels today.
The other day, I criticized the Toronto Maple Leafs on Twitter for using a bunch of funny GIFs. I tweeted them about it, and the account sent this back to me…
It seems a number of sports team Twitter accounts are using the “funny GIF” model these days – which, in my opinion, became popular after the @LAKings came to be well known for this style.
But here’s the thing – The Kings are based in an LA market dominated by the Lakers and Dodgers, not to mention other surrounding teams. When @LAKings started making waves – they hadn’t won a thing. In fact, they sneaked into the post season and began a unprecedented run to the Stanley Cup. Their Twitter evolved along with it. Sassy, funny, leveraging pop culture references and internet memes for good times and tweets. It served them very well and earned them Mashable headlines.
It’s since become fashionable for many other teams to take this same track. Not surprising – this is how success is modeled regardless of the industry, so no blame for that. But, just because it worked for LA, doesn’t mean it works for the Maple Leafs. Or other teams. I’ve had discussions – off the record – with resources at other teams who had mandates from the Executive level to model this kind of activity.
The Leafs are one of the NHL’s all time greatest teams. Original Six. Second most Stanley Cups (13), highest revenues in the League, sell out after sell out. Most anywhere they play, at least inside of Canada, they are met with “Go Leafs Go” chants as displaced fans are abundant. They dominate local media over the Raptors, Blue Jays and other teams. And considering the media landscape in Canada, this spills over into the rest of the country as well.
The Leafs don’t need to gain attention – they have it in buckets. So – why do it?
Know your brand. It’s ok to be funny, it’s ok to be cool, but be true to what your brand represents. Why would you allow your social marketing to have a completely different take than the rest of your marketing tone, appearance, and persona? Twitter shouldn’t be a “wild card” presence – it should support your organization’s overall marketing goals.
We all want to have our work stand out. We all want to innovate, but that cannot be accomplished through imitation. Build your own path – find your own traditions.
I hate it when people blog something like, “It’s been a long time since I last posted…”
But for real – it has been. Real long. But I’ve been busy. For real. Between my current Community Management roles and other projects, not to mention my 3 boys (age 6, 8 and 10)… Yeah, I’ve been busy. I couldn’t even remember my password to log in.
Anyways, enough excuses.
Great post here from Ad Week with a focus on MTV, ESPN and Hyundai’s social media efforts in real time that aren’t a “Twitter first” approach.
RTM (real time marketing) isn’t so much of a concept but an aspect of how digital information is disseminated today. Have a read.
The answer might surprise you…
LinkedIn, with 64%. Compare this to Facebook, coming in at 17% and Twitter at 14%.
More details here on surprising LinkedIn stats, but this is one that I think merits the question, “Should we be active on LinkedIn as part of our social strategy?”
What are your thoughts?
Many brands have implemented Influencer Marketing campaigns – equipping key demographic users with products/services that they will use/review/share on their own social networks.
It’s a program that I also endorse and recommend. Here’s a few few quick tips:
- Aim for a mix of your Influencer backgrounds. Focus on your core demo, but also be diverse.
- Invest in new Influencers. They will grow with you and maintain loyalty.
- Watch out for “PR Friendly” Influencers. They will share your message/brand, but their content may be light/empty.
- Treat them well. Give them more than enough to work with and make them happy.
- Share their content on your own platforms. Even if it’s not all 100% positive, this is what you asked for.
- Build on their efforts. See who interacts with their posts – now engage those users.
- Maintain them as a segment. Don’t just view them as 1-and-done, this can be a potent group.
- Add new Influencers. Bring new people into the fold, keep it fresh.
Got any tips to add? Leave them in a comment…