Social media’s landscape is ever changing and one of Rocket’s founders – Craig Howe - recently sat down to chat with Fast Company to answer 9 burning questions, including his thoughts on where Social Media will go, in the upcoming year. Read on for some of his smart and thoughtful insight here and let us know what you think @RocketXL!
Not Cool, Cookie. It’s amazing what a simple, quick response can do.
A couple of weeks ago, Oreo posted a tweet asking fans if they sneak their cookies into a movie theatre. They knew about the “No outside food/drink” policy that most theatre’s implement (since the tweet incorporated the hashtag #slicksnacker), but instead of making it sound as if they endorse rule-breaking, the tweet had a more playful tone to it.
Eight minutes after the original tweet from Oreo, the community manager for AMC Theatres responded in kind with a simple three-word comment about the original post. Over 1,900 retweets and a feature in Ad Week later, the tweets are a fantastic case study in brand-to-brand Twitter interaction.
What made this so successful? Did Oreo and AMC Theatres include this in their media plans and navigate through months of brand and legal approvals? Was this part of some overarching campaign? No. This was rooted in brand trust.
As an agency, one of the primary goals you hope to achieve with your clients is brand trust. You want your client to trust that you understand their business so well and have their best intentions in mind with every idea, message, tweet, post, etc. You want them to feel that when you represent their brand, you already understand their voice and every red flag that the legal department would raise and have already successfully addressed these issues beforehand. This could not be more important in social media.
The aforementioned tweet isn’t clever. And like I said before, it wasn’t planned. So why did it work? Because it was posted so immediately. The community manager established enough trust with his brand and their legal department that he could confidently post the statement without their review. It’s that sense of immediacy that people love about social media. The same can be said about the Old Spice YouTube campaign (ever heard of it?). These videos and posts weren’t reviewed by the brand, go through multiple revisions, or spend a week with the legal team. Enough brand trust existed that a simple message could be posted, while keeping the company’s best interests in mind, in a matter of minutes.
According to SocialBakers, the average response time for brands on social media is 26 hours, and some brands take up to 8 days to respond. Do you remember exactly what you told your friend about a brand 26 hours ago? It’s safe to say your consumer probably doesn’t, but they would if the brand responded immediately in a fun, light-hearted way. And they’d probably “Like” you for it.
For anyone who’s ever managed or assisted someone that’s managed a community, you know that while a rigorous posting schedule is a solid strategy for boosting fan engagement on Facebook, it’s easy to get stuck in a rut, post-wise. It helps to have a few quick tips and stats at your fingertips to provide a fresh perspective on brand updates and give your overall interaction numbers a little jump-start.
Luckily, our friends at Buddy Media understand this, and they’ve distilled 2 weeks of post statistics from more than 200 major brands down to a few simple tips to improve Facebook engagement:
1) Posts containing 80 or fewer characters had higher engagement rates than posts longer than 80 characters (and yet less than 20% of all posts studied were this short!)
2) Brand posts outside of business hours showed 20% higher engagement on average (but more than 60% go live during business hours)
3) Thursdays and Fridays showed the highest rates of engagement overall
4) The lowest rates of engagement came on Saturdays
5) Words like “event” and “winning” boosted engagement higher than “contests” and “promotions”
6) Posts ending in questions are good, but posts ending in questions that ask “where”, “when”, “would”, and “should” (rather than “why) are better
Next time you’re looking to change up your posting routine, consider employing 1 or more of these strategies and see how your own community responds!
We’ve all been there. Your team creates some terrific content for your brand’s social media channels, sure to engage and delight your audience, and the client stops you cold with one question, “How is this going to get me more fans?”
It’s all part of a growing trend and debate – the “social media popularity contest” – that a brand’s success is marked by how many friends, fans, likes, or followers it’s acquired. There’s a couple of reasons why the assumption that success = likes is both flat-out wrong and why it’s missing the point altogether.
There’s a great dissection of this unhealthy obsession with fan count on MediaPost, which ultimately boils it down to one point, “Simply being liked is not really the point of branding.” The article names a number of true A-List brands whose success has hinged on not worrying about pleasing everybody, but rather speaking to a specific target without worrying what other people will think about them. (Think of that cool kid in high school who wasn’t worried about what everybody thought of him, and thus became enormously popular.) Harley Davidson, Apple, and Red Bull have 1 thing in common, besides enormous success in their categories: they know who they are and who they’re talking to, and they’re not worried about pleasing everybody.
While every brand might not have as strong of a persona as say, The Old Spice Guy, one question that they should be asking themselves is, “why do I want to have more likes?” There’s a lot of great answers to this question: To inspire curiosity and trial in my product, to find and reward my evangelists, to educate and persuade my audience… and there’s one wrong answer. “So I can have more fans than brand Y.”
Bottom line? Challenge your clients to take the question “how can I get more likes?” one step further to “Who should be liking my brand and why?”
In the all-too-thin file of “Thing Facebook has Done Right Lately”, we find a quiet app launch that greatly eases the lives of community managers everywhere. Ladies and gentlemen, meet the Facebook Mobile Page Manager.
Equal parts “hooray” and “finally!”, page managers everywhere no longer have to make a dash to a PC whenever they want to moderate a comment thread, post an update, or pull up some insights on the fly. The full feature set includes:
Post new updates and photos
Get notified about new activity when it happens
Respond, post and comment as your page from your mobile
Manage all of your pages from the app
View your latest page insights
The catch? It’s currently only available on iPhone, so all you android users are still relegated to your PC’s. Oh, Facebook…
In their latest effort to take over the world, Google launched “Google Drive” today. It’s a service combining Google Docs and Dropbox-like file transfer. Check it out:
All users will have 5GB storage free (a direct challenge to Dropbox’s standard 2GB), and can upload almost any file type to send to another user, download onto another device, or share for collaboration.
What do you think about Google’s latest offering – is it a logical next step after mass adoption of Gmail and Google Docs? Or is it the signs of an encroaching monopoly from an internet superpower?
(Thanks to Tyler R. for sending over the Google Drive info!)
If you’re like most hockey fans, around mid-April you probably find yourself humming this song throughout your day. (Unless you’re from Vancouver, that is.) RocketXL’s Toronto team is no exception – and they’ve really outdone themselves extending the NHL Playoff Magic online: (info courtesy of Ian Barr)
The Stanley Cup Gets a Facebook Page
It only makes sense the greatest trophy in all of sports has its own Facebook Page. Filled with photos, history and facts featuring Lord Stanley. Check it out: https://www.facebook.com/stanleycup
Stanley Cup Playoffs Beard Battle!
Don’t want to get weird looks around the office while growing a Playoff beard. You don’t have to! Pick the team you’re cheering for during the Stanley Cup Playoffs and upload your virtual beard. Every time your team wins, you can return for a bigger one. More your team wins, bushier the beard! https://www.facebook.com/NHL/app_284975218247811?ref=ts
NHL Playoffs Postcard!
As a tie-in with the Visa – Hockey Love Hurts program in Canada (unbranded outside of Canada) you can send a condolence postcard to a buddy who’s team didn’t make or has been eliminated from the Plaoyoffs. Nothing makes you feel better than needling your friend when their team just didn’t cut it. https://www.facebook.com/NHL/app_201744386604967?ref=ts
Discovery Day with the Cup:
In conjunction with Discover’s Win a Day with the cup campaign (U.S.), we asked fans what their perfect day with the Cup would entail. The app allowed them to vote on different things they’d do with the Stanley Cup in the morning, afternoon, and evening. An infographic will follow featuring an NHL fan’s “perfect day with the cup”.
Geico Cup Crazy Twitter Visualizer
A Twitter Visualizer that lives in Facebook and allows you to follow: GEICO Cup Crazy contests, Playoff game reaction in realtime, Event and Insiders and the noisiest fans on Twitter by team. https://www.facebook.com/NHL/app_110648182377388?ref=ts
All of their hard work has not gone unnoticed, with a couple of top-notch write-ups being featured on sites like Mashable and Instagram’s blog.
So grab a Molson and a hot dog, sit back, and peruse some of Toronto’s latest projects because… we smell a WEBBY in the making!
Over the course of my career I’ve sat in thousands of brand briefs and background presentations for global brands. Each brief structures what the brand stands for and who its audience is while carefully breaking down its target demographic and what appeals to them. Insert a brand promise and the ‘reason to believe’ and, well, you get the start of a potential ‘agency brief’ to start developing ideas (I’m completely oversimplifying the process, but you get the drift).
A little skeleton that most won’t mention is that many brands struggle to articulate what their actual demographic breakdown is or to provide insights into the profile of brand x’s profile user which can make it difficult to build insight-driven ideas. In some instances, said company or brand’s budget is too small to conduct local market research which results in the brand relying on outdated consumer data, global e-reports and whatever else can be ‘googled’ leading up to plan development. And who can blame them?
An often overlooked approach for insightful ideas that can spur creative marketing concepts is the realm of active listening, or in some instances where a brand reacts almost instantly to user feedback, it’s called real-time marketing (yes, we’re a clever bunch of industry wordsmiths).
Here are 3 ways to tap into amazing insights that can fuel creative ideas and increase your campaign’s relevance for your end consumer. Note, I’ve purposely left out ‘Crowdsourcing’ because I think it’s an incredibly overused industry term that is often incorrectly represented.
1. Leverage your customer care centre
As simple as it may seem, this is often overlooked. Your frontline customer care centre deals with the compliments and complaints that matter most. Recognizing patterns in feedback can yield tremendous ideas.
Example: Our client Halls noticed a pattern of users were giving positive feedback about the product’s effectiveness in relieving short-term allergy symptoms between the time allergy sufferers took their medicine and when it effectively kicked in. We conducted an influencer analysis to identify allergy sufferers across North American and then created an outreach campaign to educate them. In just three months, we were able to generate considerable awareness based on this insight to support their new product line.
2. Have your digital community manager conduct real-time marketing
Example: As social media agency of record for the NHL, our community manager often catches interesting patterns that generate real-time marketing opportunities. Last October, our Facebook community posted a few pumpkins with team carvings on them. Within a few days, we built a campaign asking fans to submit their team-inspired pumpkins for a chance to win NHL gear. Aside from time invested, the creative efforts of community management resulted in a low-cost real-time marketing initiative that generated incredible ROI and community engagement metrics. It’s now being leveraged as a year-over-year initiative to drive fan engagement in social and .com.
3. Use social media insights from one campaign to re-energize it the next year
We’re fortunate enough to be the social media AOR for Caramilk and worked on the highly successful Keys to the Secret Campaign. During last year’s campaign, we noticed that ‘key hunters’ were organically posting unbarring videos to social media channels. If you’ve seen this year’s campaign on Facebook or TV, you’ll notice the creative is all around ‘unbarring’. For the record, this year’s campaign is outperforming last year’s. It’s also more heavily based on real-time user insight.
In closing, we need to get better as an industry at listening and adapting to real-time insights that can fuel innovative ideas and make our creative executions stronger. The end result will be timely, relevant and highly effective campaigns that deliver better engagement and brand equity.
Have another great example you’ve done? Share below.
Samsung Mobile Canada is looking for mobile enthusiasts to test their skills at producing web content with the new Samsung Galaxy S Vibrant smartphone. www.samsung.com/mobile
We are searching for savvy and creative Canadians in Toronto, Vancouver and Montreal, aged 19-30 years
We’ll set them up with a brand new smartphone and service, and send them to capture the hottest concerts and events
Multiple cash prizes will be awarded and the grand prize is an all-expense paid trip to Korea
Applications are open on Facebook until August 11 – www.facebook.com/samsungmobilecanada (click on the Mob!lers tab for the details and examples of what was created in other parts of the world)
Check out the tab today if you can so you can see the recruitment phase. Once all the Mob!lers are selected, they’ll be posted up on the tab and you’ll be able to view the content they have created, all of which we are vetting. This second phase will be live as of August 30th.