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Social Media Digest: Felix Falls, O2 Goes Urban and Haitians Get Hashtags

Friday, October 19th, 2012

1.Red Bull Marketing reaches new heights

A brand not exactly shy from big bold marketing strategies Red Bull went a bit further this time by sponsoring Felix Baumgartner’s attempt at breaking the sound barrier. This incredible feat as you will all know by now saw Felix jump from a specially made capsule 24 miles above earth.

The live stream of the event went on to beat the YouTube record for consecutive live streams, 8 million people were watching. It may have cost a fortune for Red Bull to get the project going but the amount generated in equivalent ad space will be phenomenal and the stunt will surely be talked about for a long time. Check out the video here

2.Bodyform gets praise for bold customer response

They get my vote for “Novel way to reply to a customer award” Bodyform received this comment from a slight disgruntled male at their apparent misrepresentation of the female menstrual cycle and its subsequent symptoms.

The company liked it so much, they responded with this video , its straight talking and funny and I doubt it cost much to produce either. The video of cause spent the following days flying around social media and the company have been correctly praised for a clever piece of customer service/marketing.

3. O2 Gets Down with its Customer Service

O2’s social media customer service teams have been praised before and they are at it again, choosing to reply in the same slang tone of voice they were spoken to seemed to go down well with the customer. Kudos to you O2!

4. Charity uses #FirstWorldProblems in a different way

“I hate it when my house is so big I need two wireless routers” This is a #FirstWorldProblem, the hash tag which satires the ridiculous things that we all sometimes complain about. The Water is Life charity has come up with an extremely clever campaign which sees local Haitians read out a series of first world problems to the back drop of their modest surroundings. It has caused a bit of a stir with some not happy about it, some labelling it one of the best charity campaigns ever. I think it is good.

5. The FA introduce social media code of conduct

In the wake of several years of sports stars getting themselves in a tangle because of comments made on social media sites The FA have introduced a new six page rule list for all England players to adhere to. Here is one important snippet

“No Twitter or Facebook comments on the day before the game or the day of the game unless authorised.”

I would say personally that it is after the game when tempers can flare that it is essential to keep players way from social media, the FA are continuing to develop and research in to their social media policies. Let’s see if the players adhere to their new rules

Tags: FA, Facebook, haiti, red bull, Twitter, YouTube
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Social Media Digest: Dorsey’s Dumped, Truthloader Talentspots & Facebook Fine

Friday, October 12th, 2012

Welcome back to your weekly installment of everything that’s hot in the world of social media.

1. You’ll read on our blog here that Twitter has just launched a new directory. Potentially this is big news from a search perspective, but it also helps to dampen the fire about Jack Dorsey’s work ethic and the fact that others at Twitter apparently can’t stand working with him. The New York Times claimed that “employees complained that he was difficult to work with and repeatedly changed his mind about product directions”.

2. Truthloader, the citizen journalism project from ITN is looking for a presenter to “challenge everything” in their new weekly citizen journalism discussion programme. Only the bravest need apply and if you would like to be considered, send a link to your showreel to truthloader@itn.co.uk. Here’s a clip to show you what Truthloader is all about:

3. Facebook is being ‘unliked’ by many across the UK due to having only paid £238,000 in tax last year, according to its accounts. Its sales were £20.4m, despite an estimate that it actually pulled in £175m from advertising sales in 2011. Most of the company’s income is instead believed to be legally going through its European base in Dublin, where corporation tax is lower than the UK. Campaign group The Taxpayers’ Alliance said the tax system needed changing to encourage companies to pay their tax in the UK, rather than another EU country.

4. Further questions were raised over social media content this week as a man who posted an offensive Facebook message following the deaths of six British soldiers has been given a community order. Azhar Ahmed, 20, from West Yorkshire, was found guilty in September of sending a grossly offensive communication. He said he did not think the message, which said “all soldiers should die and go to hell”, was offensive. Ahmed was also fined £300 at Huddersfield Magistrates’ Court. The case has highlighted the need for clear laws governing social media content, given other recent high profile cases where the judgement was considerably different.

Tags: Facebook, Google, truthloader, Twitter, YouTube
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Social Media Campaign Review – Rebecca Hocking

Tuesday, March 20th, 2012

Smirnoff Nightlife Exchange Project – More Than Just Selling Vodka

The Smirnoff Nightlife Exchange Project may not have been the most talked about social media campaign from the past 12 months, the Facebook page may not have the most ‘likes’, they may not have been a top trend on Twitter and the YouTube videos did not receive millions of views. But you have to admire what the project set out to do.

The 2011 campaign was an extension of the same project they hosted in 2010, encouraging people from all over the world to share via Facebook their nightlife and clubbing experiences. The end result being the ultimate club night held simultaneously all over the world.

In 2011, Smirnoff wanted to make the campaign bigger and better (so much so they stated this in their YouTube video advertisements). The same principles applied, fans shared their favourite nightlife experiences, talked about what they enjoyed the most on a night out and what the ultimate clubbing experience would be and Smirnoff listened to them and took note. The Smirnoff Nightlife Exchange project threw all these ideas together and created the ultimate nightlife experience and hosted it across 50 countries in 6 continents. And to take it one step further, they enlisted the help of global superstar Madonna who took the project one step further and transformed it into a talent search to find a dancer to join her on her next tour.

If you take a step back, the campaign has everything that the majority of successful social and traditional campaigns have; video advertising plastered with the brand name and logo, a Facebook fan page and a celebrity face to create an even bigger buzz. What makes this campaign different from the ones we are exposed to everyday is that Smirnoff never tried to force their products upon the audience. They instead looked at what it is that their audiences most closely relate to their products, the answer being clubbing and nightlife. This is what they were selling, an experience. They engaged with their audiences, listened to what they wanted, offered an opportunity that they had never had before and create an unforgettable experience all whilst building themselves a positive brand image.

Tags: clubbing, Madonna, nightclubs, Smirnoff, Smirnoff Nightlife Exchange, social media, Twitter, vodka, YouTube
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Social Media Campaign Review – Laura Woodhouse

Tuesday, March 20th, 2012

Ben and Jerry’s are one of fair trades biggest fans so it was no surprise when they decided to raise awareness about World Fair Trade Day. The company’s core values are set around using fair trade products and they describe it as their ‘DNA’.

“Five years ago for World Fair Trade Day, we may have held a rally in front of 100 or so people, hoping the media would come out. Now we can reach our fans around the world with a single click and truly engage them in the conversation to understand that for all of our Fair Trade partners: every purchase counts. We saw people engage in the conversation all around the world” – comment in Promo magazine.

The overall aim of this 2011 virtual rally was to promote World Fair Trade Day which was on the 14th of May. This was achieved by a clever tactic which also helped raised awareness of the brand and Twitter profile. Ben and Jerry’s decided they did not like waste and a big waste on Twitter is the left over characters on the word limit. As you will (or may not) know Twitter had 140 character limit but what happens with the left over characters? Nothing! So why not promote a good cause like World Fair Trade Day? Any left-over characters were ‘donated’ and promoted World Fair Trade Day at the end of the persons tweet. Tweeters could ‘donate’ their characters by uploading a plugin to their web browser. For the Iphone and Ipad users an app was available to download. Messages about fair trade with the link would come up automatically after the tweet was written which amounted to the left over word limit.

Ben and Jerry did not just spread this by word of mouth like in the old days, they made a YouTube video which has received 23,857 views which helped to aid the 12 million fair trade tweets that were achieved through the up loader. Not to mention this was great for their CSR and demonstrating the company’s values!

Results:

*43,600 site visits from over 100 countries

* 518,000 Twitter characters have been contributed.

* Fair Trade messages have been tweeted out to more than 12 million

* Mentions in more than 1,000 blogs

Ben and Jerry’s – Donate Your Spare Twitter Characters to a Good Cause

Ben and Jerry’s are one of fair trade’s biggest fans so it was no surprise when they decided to raise awareness about World Fair Trade Day. The company’s core values are set around using fair trade products and they describe it as their ‘DNA’.

The overall aim of this 2011 virtual rally was to promote World Fair Trade Day which was on the 14th of May. This was achieved by a clever tactic which also helped raised awareness of the brand and its Twitter profile. Ben and Jerry’s decided they did not like waste, and a big waste on Twitter is the leftover characters on the word limit. As you may know, Twitter has a 140 character limit but what happens with the leftover characters? Nothing! So why not promote a good cause like World Fair Trade Day? Any leftover characters were ‘donated’ and promoted World Fair Trade Day at the end of the person’s tweet. Tweeters could ‘donate’ their characters by uploading a plugin to their web browser. For iPhone and iPad users an app was available to download. Messages about fair trade including a link would come up automatically after the tweet was written which amounted to the left over word limit.