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…
“It was the best of times, it was the worst of times…” could refer to the plight of the French peasantry, but taken out of context Dickens could also be referring to Monday at 1:00pm ET and any day after 8:00pm ET, respectively. Yes, these are the actual best and worst times to post on Facebook and Twitter.
Bit.ly released new data based on wide usage of its links-shortening service showing the best and worst times and dates for sharing, as well as a few other tidbits, as written up by Mashable:
Best time to get a link clicked on Twitter: Mondays, between 1:00pm-3:00pm ET
Worst time to Tweet with a link: Any day after 8:00pm ET, and after 3:00pm ET on Fridays
Half-life of a link posted on Twitter: 2.8 hours
Best time to post on Facebook: Wednesday at 3:00pm
Best time to post links on Facebook: Any day between 1:00pm-4:00pm
Worst times to post on Facebook: After 8:00pm and before 8:00am
Facebook traffic peaks: Between 11:00am and 4:00pm
Best times to post on Tumblr: Anytime AFTER 4:00pm, best traffic is gotten after 7:00pm ET
Best day for Tumblr? Friday evenings.
While it’s useful to see the data displayed simply like this, any account manager with his/her salt can tell you that it varies widely from community to community, and your best bet is to Know Your Fans. Know what gets them clicking and when, and how. For example, take a look at the two “engagement by times of day” charts below from 2 CPG food brands here:
However, if you’re feeling like you’re in a bit of a rut with your community, the suggested times and days above might be some good tests for shaking things up a bit.
What do you think? Do you notice differences in posting times and days from community to community?
We’ve seen numerous activations like these in the press lately, with a cool activation for AXE Australia being the latest to make the news. Hyper-localized, one-time or one-place events, with big-yet-personalized special effects, and some guy filming everyone’s reaction. Check it out below:
It’s a cool idea, for sure, and right on brand. (If your brand is AXE and your persona is sex, drugs, and rock n’ roll.) The question marketers are asking themselves is, what does it do for the brand? The video’s great, and since it arrived via link in my email, I’ll likely pass it on to a few of my closest peers and maybe even post it on FB. But that’s a lot of work and $$$ for a viral video.
So what else can this do for a brand? While you’re contemplating this, check out one more fresh example – this time from Nike, and try to get Hall of the Mountain King out of your head after it’s done. I dare you.
While not every activation has to have a direct path to a brand’s bottom line (in this case, sales), they should all be part of a vague journey in that direction. It’s interesting to get into the mind of the consumer at this point – certainly in Nike and AXE’s case, the brands have made a formidable impression on those participating with the events directly. But what about the rest of us?
The Nike project in particular is getting a lot of accolades online, but a cursory search shows that much of the coverage is limited to the marketing industry. So who is this press most valuable for? A brand looking to expand awareness and drive sales of its new free-form running shoe, or the marketing company behind the concept of twisting a giant building as somebody holds said shoe?
Do you think activations like these hold widespread, long-lasting value for the brands involved?
We’re so immersed in our social media worlds on a daily basis that it comes as no surprise that digital habits could impact our mental and physical well-being. Behold, the latest strange (and awesome) news about the intersection of social media and health:
1) Interactive Billboard Makes a Point About Domestic Abuse:
In the category of “Social Media for Good”, we find this gem from the UK: An interactive billboard in a London trainstation allows passersby to stop a man from verbally abusing a woman on a billboard. Viewers watch as a man berates a woman above them in the station, and are encouraged to go to a website where they can “swipe” the man away – who physically gets moved several hundred feet away in the terminal. While it’s an obvious oversimplification of a scary situation, the point is driven home that sometimes, a phone call is all it takes to separate a victim from his or her abuser.
2) Oversharing on Facebook as Satisfying as Sex?
You read that right – in a new study out of none other than Harvard University, 300 participants were asked to disclose opinions and other information about themselves during an fMRI scan. Researchers found that the pleasure centers in the brain were “robustly” activated, as much so as when indulging in a favorite food, getting money, or partaking in… uh, sex. Feel free to drop that little nugget into your next proposal when a client laments, “I just don’t get the appeal of Facebook…”
3) Hospital to Live Tweet Brain Surgery
And finally, under the heading of “just because you can, doesn’t mean you should”… Houston’s Memorial Hermann Northwest Hospital will be live tweeting a brain surgery this Wednesday. Set your alarm – the event starts at 8:30am EST sharp with the first incision expected around 10. The best part? Not only will they be tweeting the event, but the pictures will be up on Pinterest for all to see! This isn’t the first time the hospital has live-tweeted a surgery – their live tweet of an open-heart surgery earlier this spring was viewed an estimated 125 million times. Someone should tell them about the “Overshare” study above…
From players putting Twitter handles on jerseys to the instant supersaturation of “Linsanity”, it’s apparent that social media has been playing an increasingly large role in the world of sports. 80% of home viewers and 63% of spectators at live events check social media channels to gain insights during the game. The NFL draft will never be the same, and Missisippi State just put a hashtag in their end-zone. So how do players, clubs, and sponsors alike get the most out of the technology, while at the same time minimizing risk?
Some teams and clubs have embraced it – MLB saw a 36% jump in All-Star ballots cast after launching an aggressive Twitter campaign – while others shy away, like the Danish national soccer team, who put a total ban on players interacting with friends and fans via social media for fear of giving away strategies ahead of the UEFA EURO 2012 tournament.
For what it’s worth, despite the fact that the 2012 Olympics are being touted as the “world’s first social media Olympics”, the officials there are cracking down hard with stringent policies restricting athlete, sponsor, and even spectator social media use – demonstrating that once again, policy-makers are lagging when compared to real-world social media use.
What are some factors that have come into play as you’ve pitched, planned, and executed campaigns centered around a sports brand or sponsor? Were the brand executives risk-takers, eagerly embracing new technologies and techniques, or were they cautious, following “tried and true” methods and learning from others’ mistakes?
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!)
Pinterest is a classic case of a site you’ve never heard of, and then all of a sudden it’s everywhere. You hear the word “Pinterest” 3x a day. It infiltrates your Facebook newsfeed, your email fills up with invite requests, and your mom asks you if you’ve seen her latest crochet pinboard and wants to know why you’re not following her. And then 5 months after that happens, your clients want to be on it, and you need a strategy.
The second digression – food lovers were among the first mass group to embrace and utilize Pinterest as a daily habit. Food photography and a tendency to collect recipes found a natural fit with Pinterest’s basic design and function, and today some of the top brands leveraging the platform are, as a result, food-related. Whole Foods, Cooking Light, and individual products brands like Panera and Choboni are cooking up an appetizing (food pun!) experience for users and there’s no reason why RocketXL’s food brands shouldn’t be doing the same.
Mashable outlined 8 “Best Practices” for food brands using Pinterest. Some of them are no-brainers, and others offer fresh (food pun!) angles perfect for dropping into a stale strategy deck. Most importantly, many of these can be adapted and expanded beyond “food brands” and applied to any of our clients looking to set up on the site:
Add Value: Bring something to the table (food pun!) – whether it’s food prep tips or useful recipe ideas, give your fans something they can USE.
Tell Stories: Find something to share beyond recipes – give followers a “through our eyes” look at your brand’s world.
Host a Contest: Kind of a no-brainer, but definitely consult a lawyer to ensure execution is legally air-tight.
Curate Core Values: Showcase the lifestyle your brand represents. (Whole Foods has boards titled “We’re Used to Recycling” and “How Does Your Garden Grow”.
Collaborate: Create boards that allow external “Pinners” to contribute to. Sending out a new product for review? Ask selected bloggers to post their recipes/photos here.
Engage and Intersect: Find fun and unexpected ways to incorporate news and events outside of your brand into your boards – your followers will feel you’re on the same wavelength as they are.
Leverage Offline Events: Looking for a place to put photo and video footage? Look no further!
Be Pinnable: Make sure you have quality visual material to pin. Websites built in all Flash are unpinnable. Make sure you install “Pin It” and “Follow Me” buttons next to the rest of your social media plugins, and find ways to cross-promote your Pinterest at all channels.
These aren’t the be-all and end-all of good Pinterest strategy, but they’re a solid place to start. The “Food and Drink” Category is the largest and most active on the site (heck, I have a board devoted entirely to Oreos alone!) and there’s rarely been an audience so ripe (food pun!) for brand engagement.
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!
While the purchasing power of U.S. Latinos is not a new concept to RXL (Hello, Jarritos, Mundet, Cholula!), it’s always good to have our knowledge spelled out for us in a solid way. Not to mention how useful this is to pass onto our clients!
The conversation around so-called Latino “buying power” is one that’s fast expanding beyond traditional Hispanic products as more and more brands are tuning into this trillion-dollar potential. Resources like http://latinobrandingpower.com/ and http://www.hispanicprblog.com/ offer a wealth of knowledge and news relating to Hispanic marketing and should be added into our daily diet of Advergising Age, Mashable, and other broader marketing news sources.
How does this all come back to us? Behold, a similar infographic displaying Latino activity in social media! While the link between social media usage and purchasing/revenue is always an elusive one, we should be consistently leveraging these insights to better serve our brands.
We’d like to offer a big congratulations to RXL Toronto – their 2011 NHL Winter Classic Social Media Activation has been selected as an Official Honoree of the 16th Annual Webby Awards in the Best Use of Social Media Category. This places the work of the Toronto team among that produced by high-caliber partners as Wieden+Kennedy, Euro RSCG, R/GA, DDB Stockholm and Endemol USA who created the MLB Bat Cave.
For those of you not familiar with RXL’s Winter Classic Activation, first, stop living under that rock, and next, watch this video:
This is a huge achievement for Rocket XL – the Official Honoree distinction is awarded tot he top 15% of all work entered (more than 10,000 entries from 50 US states and more than 60 countries). To see the full list of Honorees, click here.
We'd like to offer a big congratulations to RXL Toronto - their 2011 NHL Winter Classic Social Media Activation has been selected as an Official Honoree of the 16th Annual Webby Awards in the Best Use of Social Media Category. This places the work of the Toronto team among that produce