Category Archives: Social Media

Some of the latest social media statistics…

Watched this earlier while catching up on the latest from the 1000heads blog:

It is amazing just how big this stuff is now!

It is equally amazing how many people are now becoming scepticle, we have certainly past the blind “believe the hype” phase of social media and are into the bedding down and scepticism of said hype phase, as despite all those amazing stats above there is more scepticism about the medium than ever before… Why? Because many people have now tried and failed in social. and many “gurus” have sold lots of “snake oil” to brands and agencies alike.

We have an interesting dichotomy on our hands, on the one side we have the fact that this stuff is huge, just insanely huge, on the other hand we have a growing list of failures and scepticism and the (quite frankly unhealthy) dissmissal of the “social media expert” and “guru” across (ironically) the leading social media marketing circles. I think this is because of 3 things:

1) Accountability: It was often said in the past that “half of marketing money is wasted, if only we could tell which half”, unfortunately for some (hugely fortunately for others) it is very hard to hide from metrics in social and as much as you search for the silver lining failure is pretty easy to spot, and I don’t mean failure in the sense of a screwup on a twitter account but I mean a campaign that really didn’t work.

2) Old thinking: It’s a brave new world that needs new blood and new thinking, simple

3) Fragmentation: Facebook is huge, but it is fragmented, so is twitter, so are the myriad other networks out there, social is not as easy as other mediums in this respect, this leads to failure when combined with the above two factors, failure leads to fear, fear to retreat and retrentment, that is bad.

Solution: Accept you will fail in social just like you will probably fail in all other marketing activity at some point, not every campaign or activity or initiative will work, so just learn and move on, but look at those above stats, in the words of James Whatley on the 1000heads blog: “watch it then watch it again” ’cause this ain’t going anywhere, like it or not!

Content is still king

This is a short and easy post for me…

Since I have been blogging, both for coroprate brands (agencies and multi-nationals) and personally, I have come upon a really simple fact: If you want your blog to get more hits you have to produce more content, more content = more traffic, more engagement.

Obviously that content has to be of reasonable quality, but posts do not have to be long, or complex, just regular.

So that is it, next time you need to figure out “how do I get more hits on my blog” think about the volume of content your producing… This is, of course, not the only way to gain more hits and can only get you so far (you need to look at SEO, PPC, social signposting etc. too)

5 ways to combine your Facebook page with your ATL

All the best examples of “social media marketing” are really, as much as anything, great examples of integrated marketing, it is social content, and cool social content at that, combined with ATL, TV spots, paid digital even PR etc. The recent Bing-Jay-Z example I posted about and the obvious “Old Spice” stuff are great examples for various reasons.

But most brands are doing it wrong, here is why:

  1. How many brands do you see who stick a FB logo or twitter logo on their ATL or TV spots, OK, so I know you are there, but I don’t even have a URL, how can I find your official page (most big brands have 1000′s of “unnoficial pages, no bad thing) and by making it harder work for me you reduce the action rate!
  2. So you have put up the URL but not given me a reason why I should follow, brilliant… What’s the incentive, if you want me to look at the page I better have a reason to go there, this is simple marketing in every respect!
  3. The URL is hidden in the corner out of the way, brilliant lets stick some tiny FB logo on a huge tube poster, here is a great example: 
    Can you spot the logo, it is hidden in the bottom left almost below the border, brilliant!
  4. No SEO or PPC, If I want to find out about a brand I probably Google it, simple really, so if you are spending all that money on FB ads and “sponsored stories” then it might also make sense to put some into Google Ads to drive traffic that way, a great, cost effective signpost, Lynx did this really well with their “Angels” campaign
  5. Not doing it at all… Look, integrated marketing works, so please do this stuff, your campaigns will be more successful
That’s it, easy really…

Sponsorship, integration and awesome marketing

I have been thinking a bit about sponsorship recently, I read an article the other day in the Standard which said that only something like 12% of football fans could name Carling as the League Cup sponsors, some similarly depressing figures were quoted for other brands involved in this kind of activity, this reminded me of a discussion I had on twitter over a year ago about how sponsorship was a broken model but no one was doing anything about it…

Depressing really as it is big business, millions of $ to secure the big deal and millions more in media and agency fees to support it all, the worst part being there is rarely a viable ROI model or clear KPI’s, it is all about “brand awareness” – a great catch all term in big brand marketing…

Then Joel showed me this:

Which is the best example of non-traditional sponsorship I have ever seen.

Sure this cost a hell of a lot of money, but sponsorship does, and this is sponsorship, Jay-Z is clearly being paid to endorse the bing products – sponsorship.

But instead of  a clever TVC and ATL execution featuring the famous rappers music and picture with some kind of “competition” online to meet him or get concert tickets (which is the typical fare for these kinds of deals) these guys really got to the nub of things: They engaged their target audience with something awesome and it’s awesome because it is the following:

  • Exclusive (you can’t get that content anywhere else)
  • Engaging (I would pay for that book so of course I am going to spend time finding it for free)
  • Disruptive (if I saw a part of Jay-Z’s life story emblazoned on a pool table or bus stop I would read it and then follow up online, because it is so disruptive it lures in it’s target reader
I also really love the way it thinks so differently about every day objects, from billboard and ATL to pool tables, table plates, clothing etc. – That is true creative engagement! 

And the results are great too: Huge uplift in Bing site visits, over a billion impressions and a hell of a lot of engagement. It also really sold the service, it was not some loose and contrived link to Bing, the Bing experience was core to the user experience and that is important, too often this type of thing has only a loose connection to the brand or product it is really trying to sell.

I have only 1 question: How many of those users who came to Bing for the Jay-Z stuff came back? – but then that is, in part at least, down to the quality of the Bing service.

How to get 40m hits on YouTube

Many people have many “tricks” or tips or ideas on what makes a good video and what makes it “go viral” and pick up some insane number of views, I am sure no small part is luck… There are lots of things you can do, you can throw paid media at it, you can “seed it” to key influencers in key communities and you can even build custom YouTube skins and clever engagement ideas around (or even within) the video.

But one sure fire winner is a talking animal:

40m views, need I say more.

So that’s it, next time you want a huge “viral” video hit, just find a dog and make it look like it’s talking, easy.

But seriously: All they have done here is made it cute, made it funny and made it relatable, anyone with a dog could tell you “that could be my dog” and anyone who loves dogs will find this funny and share it. So funny and relatable for the win

Automated DMs on twitter

“Thanks for following me! It’s really nice to meet you! I look forward to seeing your tweets!” – A typical auto DM…

There are many AUto DM tools out there and here are a few of my favourites.

The thing about auto direct messages are they are the only tool that can, without fail, get me to take an instantaneous action: to unfollow whichever account sent me one.

It is amazing that people who work in marketing, comms, PR and mostly “social media” think it is appropriate to use a faceless, lame auto DM to try to start some kind of conversation is ridiculous! I have already followed you, don’t ruin it now.

The really stupid thing is that the accounts sending me these auto DM’s are, often, not SPAM accounts or fools or even misguided brands, they are real people who often tweet interesting stuff and can even be nice to talk to, so why are they using these tools? – I don’t know, do you?