Category Archives: Social Media

How “Tour the States” Was Made and Went Viral

In June 2014, Angie Seaman, E-Commerce Manager for Marbles: The Brain Store, shared with an IRCE video workshop audience how Marbles: The Brain Store’s Tour the States video was made and successfully went viral with over 2,760,519 hits and counting.

“That was basically a very low-tech solution to making a video.  We had the cartoonist actually come into the office, get a big white piece of paper, and he’s only holding a marker. It took him about a week to get the thing done and the video.  We were crossing our fingers the whole time that he wouldn’t make a mistake. We did have a couple things that we had to fix, but it wasn’t too bad and it took our video director about two weeks to edit all of the footage together and get it synced up with music.  It turned out great and was well worth it for us.”

As a parent who had to help a fifth grader memorize the states and capitals in the fall of 2013, I can tell you that there was nothing like it on You Tube at the time.  The song is catchy and it not only highlighted the states, but also the capitals in their locations, which was surprisingly unique for You Tube videos about states and capitals.  Marbles: The Brain Store found a need and fulfilled it for kids (and parents).

“It <the video> introduced The Brain Store as an authority on the product, which is important because these are people who don’t know our brand.  It makes customers more comfortable to transact with us and we’ve seen our conversion rate increase over time. Part of it has to do with video.”

To make a low-budget video, Seaman suggests budgeting time to experiment, picking a room with good acoustics, and finding talent who can do it all.  She says that you can get going with video for less than $1000.

“It took us a year and a half or so to really get everything.  We saw results right away, but our conversion rate has increased and actually doubled every year. Part of it has to do with other things we’re doing, but I think a lot of it has to do with video.”

From lighting and sound to editing and effects, how is your company using video this year?

~Jean at My Web Writers

Advertisements

Leave a comment

Filed under Capturing Audience, Conferences, Television Script Writing, Video Production, YouTube

Managing Brand-Consumer Relationships via Social Media, A Conversation with Miami University’s Dr. Glenn Platt

Image courtesy of @GlennPlatt

Social media relationships between brands and customers are connected to an important shift in marketing, putting word of mouth in the digital sphere and bringing brands into the conversation. According to Dr. Glenn Platt, professor of marketing and co-director of the Interactive Media Studies Program at Miami University, this change puts the focus on value and utility. He notes, “marketers are no longer in the job of selling the sizzle, but rather are about showing how there is value in that product. If you use this product it solves this problem. It makes your life better.” Social media helps facilitate that message by allowing customers and brands to connect with each other about that utility or value.

Developing the Relationship

Platt asserts that there are three important parts of a successful social media campaign—creating personal connections with the customer, showing them the utility of the product, and addressing customer service concerns. According to Platt, social media marketing is all about communicating what is best and most valuable about your brand in a way that connects with the customer’s life. “Your job is not to convince people that coffee cures cancer…Your job is to say ‘This is a really delicious cup of coffee.’ This is what it is and this is why it’s great” Platt says. “Marketers get kind of a bad rap for trying to convince people of things that are untrue, but for the social media marketer–that isn’t their job at all. Their job is to find the things that are most true about the brand and elevate them.”

A key facet of building the personal connection is addressing customer concerns. While there are plenty of stories about people who didn’t realize they were on their personal account and sent out inappropriate tweets, according to Platt, “Classic mistakes for social media marketers are not responding to your customers, responding poorly or defensively, not being authentic, or trying to mislead people.”

He says that social media has “almost become a 1-800 line for the brand” and in order to develop a strong relationship between customers and your brand, as well as a trustworthy presence in social media, it’s important to respond to your customers in a timely, helpful, and sincere manner.

Using the Right Platform

In addressing those customer concerns, not all platforms are equally useful. A visit to the Facebook page for the lifestyle subscription service Birchbox historically showed a litany of customer complaints and referral codes to a competing brand. While Birchbox didn’t delete any comments and quickly addressed them, their brand-related posts often have been overshadowed by complaints.

Platt suggests that Facebook is not a great platform for consumer-brand relationships because of the chronological nature of the site. In order to keep relevant posts fresher on the page, brands have to be selective about what gets posted: “Once you know that a company deletes Facebook posts you don’t trust them. It’s just game over. You can’t delete stuff, but you want to delete stuff.” He suggests that brands like Birchbox move customer concerns to a specific tab and publicly post that policy, as well as in a response to any posts not filtered under the tab function. A better move, however, would be to address customer service issues on Twitter. Platt notes that successful brands such as Best Buy and Comcast already have multiple Twitter accounts, some designated just for customer issues. “It’s not in their face, but it’s public, which is the important part,” he says. “You want people to say, ‘Look, I’m owning all my problems. I’m dealing with them. Here you can see I’ve solved problems and I’m not trying to push things under the rug.”

Connecting with Influencers

Aside from helpfully addressing customer concerns, to make the most of your efforts on social media, it is important to get the attention of influencers, the people who will help get your posts and your brand seen by more people. As explained by Malcolm Gladwell in The Tipping Point, there are different types of influencers, too. The first type of influencer is an expert, someone who contacts and friends turn to for their expertise on a particular topic. The second type is a curator or maven, a person who finds and shares interesting products, articles, etc. and tends to accumulate a lot of information. The third kind of influencer is the connector, a people’s person who is good at connecting people to each other. For example, if you have a question, a connector might not know the answer, but probably knows someone who does and would send you his or her way.

Platt says that influencers can be identified through social media by looking at the ripple effects of posts and retweets, tracking how information spreads throughout a social network: “Some people look to social media influencers to see how large their networks are…People with more followers are probably going to have more influence than people with fewer followers.” An influencer can be a big name celebrity or expert or someone with a smaller, more local network, as long as their activity makes ripples in social media activity. Platt argues that while people with big social networks may have more reach, because there are anthropological studies that suggest that a community can only really have 150 members, it is important not to neglect influential people in smaller more local communities. For example, he points out that in his local community there is a Facebook group for mothers and certain members of that group have a lot of influence. When they post events or activities, their posts tend to have a big, tangible impact in the community.

There are a number of ways to get the attention of influencers on social media, from direct messages to sending samples or products. Because bloggers are required to disclose if they have been given a free product for review, however, Platt suggests that more subtle methods may be more effective. “People immediately are not going to trust it as much when they see that [free products were supplied],” he says, “even if it is an honest post.”

Instead, Platt thinks an effective method of getting influencers’ attention is communicating to them how your product or brand is valuable to them or their community: “The trick with influencers is to find those things that are true about your brand and find a way to get them in front of them. Like someone who’s an influencer in the mommy group here in Oxford, they genuinely would be grateful to know if there’s a kids eat free day at Bob Evans.[…]And so simply reach out and let them know that, finding ways to just make them aware, not pushing it, not making it look like you’re bribing them.”

The bottom line in creating a solid social media relationship is cultivating a trustworthy presence through honest answers to customer concerns and product marketing that meets customers where they are, showing how your product or page adds value to their experiences.  ~Kasey

Leave a comment

Filed under Facebook, Social Media, Twitter

Reader Comments: How to Get to Real Insights (An Interview with Miami University’s, David Wells)

Image courtesy of Lane Memorial Library in Hampton, NH

In 1690, Benjamin Harris edited a paper that only lasted for one issue before it was shut down by the colonial authorities. Publick Occurrences Both Forreign and Domestick filled only three of its four pages so that readers could write their comments and share the paper with another reader, creating a written discussion of the paper’s stories. Miami University journalism instructor, David Wells, uses this anecdote to explain how social networking is not a new phenomenon. He asserts that each technological advance in journalism from moving type to the iPhone serves to “get the news out faster and it’s made it possible to reach a wider audience. The wider the audience and the faster you get it out there the more interaction occurs with it.”

If you write in or manage an online space these days, chances are reader comments are either the bane of your existences or a boost to your traffic. Or maybe a bit of both. While readers discussing your writing can help the story grow or the piece go viral, managing online traffic and comments can prove difficult.

Managing Online Comments

Wells was the Editorial Page editor at the Cincinnati Enquirer from 1999-2009, a period when many newspapers started to make the transition to the online platforms. In the transition, the paper focused on creating a “community conversation” and decided that historically the Editorial pages were where that had happened via letters to the editor. The team decided to publish letters to the editor online. As with the traditional print-based letters to the editor, the online letter to the editor page required people to include their real names and which neighborhood of the city they were from. Some people at the paper thought the requirement would deter submissions, but the paper received up to 100 letters a day, showing that people were as willing to include their names in the online forum as they were in the printed paper. Wells argues, “If people were going to put their names on it they’re going to be more responsible about it than they would be otherwise. And people do want to have their voice and speak up and they’re glad to have the forum.”

Monitoring the online comments to other stories proved more complicated. Not only were there far more comments to comb through, but with the ability to post anonymously, people would write such hateful things that some local public figures started to decline being interviewed by the paper. To Wells, the anonymity of online comments is linked to the likelihood that people will post inflammatory or untrue statements. “I think the anonymity of the comment is a bad thing,” he says. “The excuse is always that people will get in trouble because the boss will find out they differ in political views. You know what, people need to be responsible for what they say. There is such a thing as free speech and the boss isn’t supposed to be able to fire you.”

Many publications share Wells’s views and many, such as the HuffingtonPost, are starting to require the use of Facebook accounts to post online comments. Further, a recent study published in Journalism Practice found that there was a direct correlation between anonymity and “uncivil” comments. Specifically, when online newspapers allowed readers to make anonymous comments, 53% of the comments made were uncivil or inflammatory. That rate dropped to 29% when the user interface required the reader’s real name or a link to their Facebook account.

Crowd-Sourcing and Engaging Reader Response

Wells notes, however, that when flagging and removing offensive comments, it is still important to listen to the questions and the input of the readers. He recounts going into meetings and asking, “This story that the police reporter wrote got 150 comments. Did you read any of those comments? There are a couple of comments in here that are pretty interesting that suggest this is similar to some other crime. Have we checked that out? That’s a tip.” Reporters would tell him they didn’t have time to read all the comments and Wells would reply, “You don’t have time not to.” He asserts that reader comments provide a space for crowd sourcing to help a story develop: “You will find out new information which you should turn around and use to enrich your own reporting, just like if you heard it as a tip over at the police station.”

Drawing In Readers

Wells points out another way that reader interaction and digital readership is affecting writing: the pay wall. In an effort to counter financial losses after content moved from print to online, many publications have instituted a pay wall, allowing the reader to only read a portion of the story, or a limited number of stories before requiring a paid subscription. According to Wells, the pay wall can put the writer in a tricky situation. “What’s your role as a journalist?” he asks. “Is it just to provide teasers to get someone to buy a subscription so they can read your whole story?” Wells, like many instructors, teaches his students to get the news up top so that “if you just read the lead you should get the gist of what the story’s about.”

Tips for Web Writers

What does this dynamic mean for web writers? Careful management of online comments, flagging inappropriate or libelous comments is important, but listening to readers’ points also matters. Further, as more online publications move to draw readers into stories through sensationalist headlines or building a pay-walls, there are important decisions to be made about the integrity of your writing and how you are addressing your audience.

Know what your approach to reader interaction and user comments will be and communicate this vision to stakeholders. How will you set the tone without censoring your audience? How will you draw readers in without sacrificing the quality of your writing?

~Kasey

 

 

 

 

 

Leave a comment

Filed under Capturing Audience, Reputation Management, Social Media

Writing for Your Audience: How to Keep Them Engaged While Still Selling

How Social Media Holds the Keys to Successful Business Writing

NewspaperAccording to The State of the News Media: 2013 Report by The Pew Research Center, “Newspaper website audiences grew 3 percent as measured by unique visitors from November 2011 to November 2012. However, total visits decreased almost 5 percent in the same time period.” These numbers point out an interesting phenomena occurring in media as consumers are transitioning their readership to online channels, while spending less time reading the news than they did in the past.

So as a writer, how do you keep your audience engaged, especially when your end goal is to sell your product? What are the emerging trends in business writing sales and how can you help stay abreast of the latest writing techniques needed to make a sale? Believe it or not, social media may hold the insider’s tips into keeping your audience engaged.

Keep it Short and Simple

The shear metrics behind the Twitter website should demonstrate consumer’s demand for short and to-the-point information consumption. According to the company’s website, average monthly users soared from 100 million in 2011 to 255 million currently. This represents a 155 percent increase in just three years. Compared to the 3 percent growth for newspaper website audiences, it’s clear to see Twitter has the emerging market cornered.

That said; how can you capture audiences using the same characteristics of Twitter? Well for starters, consider keeping messages short, simple, and to the point. Twitter has a 140-character limit for a reason; people don’t have the time or attention span to read anything longer. Imagine how successful your next media ad text would be if you sold every key benefit within the first 140 characters. Or, what if you wrote a sales blog that got to the point in three paragraphs instead of seven? While short and sweet definitely has its place, the theory of “less is more” cannot be lost when it comes to writing to sell.

Visual Interest Is Crucial

Dog Watching ButterflyImagery is a necessary part of any successful business writing piece. In fact, imagery, be it a company logo, creative photo to accompany your advertisement, or even a fun video to go along side your blog, can be the difference between capturing an attentive audience or receiving a high website click through rate before your readers actually absorb any of your content. For example, organizations such as the Business Marketing Organization are recognizing the value of using up-to-date, intriguing visuals, and are updating their brand imagery accordingly.

Social media sites like Instagram and Pinterest provide leading examples of the use of effective imagery which brands should be striving for. True-to-life, action shots of average people in real life settings are the business imagery that will resonate in the future. Gone are the days of staged portraits with professional actors who know nothing about your product. Looking for great imagery to accompany your business writing piece? Try photographing some of your actual clients using your product in a real-life setting. Or, use customer submitted photos. If you think it would get a “Like” on Instagram or a Pin on Pinterest, it’s probably a solid image.

Relationship Building Is a Necessary Step

NotebookYour business writing piece should speak to your audience in a way they can relate to. Just like your Facebook followers, users who regularly visit your business blog or look for your advertisements will expect a certain caliber and stream of content from you. For example, the content created on a Facebook page for a local rock band would be much different than the Facebook content created for the corner garden and nursery supply store. Keep in mind the audience you are speaking to about your business just like you would your Facebook page:

  • What will my friends/family/followers want to know about this product or service?
  • Will this information actually interest them?
  • Have I already talked about this idea in the recent past?

Likewise, make your business writing a two-way conversation. While this specifically applies to blogs, it is crucial that your audience feels like you are talking with them, not at them. Solicit commentary from your audience. Welcome guest bloggers. Make your writing a conversational piece verses simply just a straight sales pitch. The more social engagement you can bring into your piece, the stronger your final sales results will be.

~ Katie

Leave a comment

Filed under Audience, Capturing Audience, Content, Content Marketing, Sales, Social Media, Technical Writing, The Writing Process

One Cannot Not Communicate- Is Silence Golden?

Maybe Mom Wasn’t Always Right

The first of Paul Watzlawick’s five axioms is simple- “One Cannot Not Communicate.” Wanterfall says,

Even when you think you are not sending any messages, that absence of messages is quite evident to any observer, and can itself constitute quite a significant message. Not only that, but we usually transmit quite a few non-verbal messages unconsciously, even when we think we are not sending any messages at all.

What do you, as a professional, communicate when you choose not to communicate?

Photo courtesy of Bonoz

Photo courtesy of Bonoz

Perhaps your mother used to say, “if you can’t say anything nice, don’t say anything at all.” When your new friend with long, braided hair entered your home, she bit her tongue.

Did her silence mean, “I wouldn’t let my son wear his hair that long, but since I have no association beyond his association with you, I’ll make you feel comfortable enough without offering approval?” Her tongue biting left wiggle room- both for your friend’s eventual haircut and her possible opinion change.

While the intent behind silence might be noble, its very form is deceiving – a mask for a mix of thoughts and emotions forming in the sender or else a sign of ignorance. Silence is golden because it buys the sender time and it offers the receiver little information- or so is the hope.

What are the Effects of Non-Responses in Digital Communications? 

One cannot not communicate with social media. Not following a customer or fan on Twitter or G+, for example, could be construed as a slight. You’re too busy, too important, to ignorant to use the tools to follow and interact. Not having your social media in order says a lot about the organization behind your organization. Your brand communicates that it does’t embrace or understand the mediums or struggles to find funds. The receiver never really knows why you’re silent- just that you are and the resulting message is up for interpretation.

Internet marketer, Jay Baer, suggests:

Further, 42% expect a response within 60 minutes. Is your company prepared to handle social media inquiries within the hour? A few are. Most are not, in my experience, which potentially creates a disillusionment gap between customers’ anticipated response time, and your actual ability to provide a response.

Having a workforce to handle your social media interactions could be just what you need to reduce the stress in your customer service department.

One cannot not communicate with blogs. You haven’t written a blog post in weeks. Maybe there isn’t a lot happening in your company or industry – yeah right. You’re too busy, too underfunded, too unorganized. You were in the hospital. Whatever the reason, a lack of action or words communicates a message. Is it the message you want your fans to receive?

Darren Rouse looks at blogging this way:

The more posts you publish over time, the more doorways you present readers with to enter your blog.

1 post a week means you’ve got 52 doorways at the end of the year – daily posts means 365 doorways at the end of the year. This means people are more likely to see your content in RSS readers, in search engines, on social media etc. Over time this adds up.

Contracting out some of your brand’s writing work to writers can keep opening doors verses closing them in silence.

One cannot not communicate with correspondences. Two candidates fly out to your company for second interviews. You extend an offer to one. The chosen candidate receives your full attention. The other doesn’t. The one who didn’t get the job sends an email to you. No reply. This happens once. Twice. Three times. Surely, not communicating is a soft let down, right?  According to Career Builder,

56 percent of employers admitted that they don’t respond to all candidates or acknowledge receipt of their applications; 33 percent said they don’t follow up with candidates they interviewed with to let them know they didn’t get the job.

What does a lack of response communicate? That from the top down, your company’s communication process isn’t clear or even rude when not in need of a person, service, or product. It communicates disorganization and incompetency in the HR department. Don’t think for a moment that the candidate won’t remember the lack of communication when they’re in a better position.  According to the HT Group:

If you’re guilty of this and other bad hiring habits, beware your actions could complicate your recruiting efforts and even damage your company’s overall reputation. Here’s how (according to the same study):

  • Job seekers who don’t hear back after applying for a job are less likely to continue buying products or services from that company.
  • Did a job seeker have a bad experience with you? Half will tell their friends about it.
  • An overwhelming 75 percent of job seekers use traditional networking such as word-of-mouth to gather more information about a company.
  • More than 60 percent will check out your company on social media to find out if what you’re telling them about your culture is true.
  • More than two-thirds of job seekers would accept a lower salary if the company had exceptionally positive reviews online.

One cannot not communicate. What are the unintended messages you send just by choosing inaction or silence with your digital marketing strategies or relationships? From creating blog posts and social media posts to staying up with emails and correspondences silence is not usually golden.  Rethink if you’re clearly, consistently, and honestly, as well as tactfully communicating.

 

Leave a comment

Filed under Audience, Blog Writing Tips, Capturing Audience, Content Job Boards, Customer Profile, Leadership, Marketing, Project Management, Reputation Management, Resumes, Social Media

What can we learn about marketing from CNBC’s marketing of The Profit?

Donald Trump. Mark Cuban.

Mr. Wonderful. 

Kevin oleary make up

In the last eight months, a new business teacher has emerged to entertain weary and wanna-be entrepreneurs.

Who is this new profit?

Marcus Lemonis- and his show, The Profit.  (Do you think the show’s name was purposeful?)

Lean in. We can certainly learn a lot about marketing from a network marketing machine trying to launch a new television show.

To start, watch CNBC’s The Profit.  It’s a newer show trying to build an audience in its second season.  At its start in August 2013, the show weighed in between 248,000 viewers and 254,000 viewers, but as of March 18, 2014, the audience grew to 415,000 in the 10 pm time slot thanks to the Worldwide Trailer Sales episode .

What has the series been doing to build its brand?

 

Airing Interesting Content

Piggy-backing off of the success of Shark Tank, the premise of The Profit is that accomplished businessman, Marcus Lemonis, can save failing businesses and ultimately generate profit, if current owners are willing to sell their majority shares for Lemonis’ infusions of cash, instruction, and hard work.  The Profit’s Worldwide Trailer Sales episode, for example, while controversial, ranked well with general audiences because it was a lesson in what not to do in business– don’t air dirty laundry in front of co-workers and employees.

The Profit team also delivers related business insights and advice via video and articles through the show’s CNBC web site.

Knowing your niche and casting stories that are interesting and insightful are integral components to success.  If you sell a service or a product, focus on delivering the best possible quality product.  Hire a team that understands how to deliver the type of content that’s needed for each channel. You can drive segmented audience traffic to your website or store, if you deliver a story that’s relevant, engaging, and right-sized for your customers.

I once had a college professor spilt our class into thirds.  Some of us were producers and had to conjure up show names and premises.  Some of us were advertisers trying to decide where we wanted to place our advertising, and the rest were sales people.  All of us voted on what shows we would want to watch.

The lesson?  In a public university college class, the most outrageous titles always won the popular vote and usually those had to do with sex, models, and alcohol.  Nice, straight-forward, and generally wholesome programming usually bombed.  Advertisers soon learned that they had to weigh exposure to more viewers against their brand’s image and associations.  Sales people didn’t want to get stuck selling low-rated shows to advertisers, so they pitched work more often with those producers who had a string of titles that resonated with audiences.  I learned that what I thought would go over big (nice, educational shows) didn’t and, in looking back, some of the voting was probably influenced by certain frats hosting the party that night.  The content has to fit the audience and be justified with numbers.

When I saw the Worldwide Trailer Sales Inc episode of The Profit, I had déjà vu.  That crazy episode- with the foul language and bad behavior, had all the makings of a winner in the ratings.

 

Real-Time Engagement on Social Media

So, after the show, @marcuslemonis stayed an hour longer to tweet with fans.  Without ruining the show for you (because it ends rather abruptly), this technique helped viewers to sort through reactions. What a great idea!  Use social media to start, clarify, or end conversations.  How?  Create a video or blog post about your service or product.  Then, expand upon the conversation in another channel.  Ask viewers to migrate there with you.  You’ll influence search, loyalty, and engagement with this technique.

Producers of the Profit received some decent feedback about the March 18, 2014 show and I suspect a sequel to the Worldwide Trailers episode was even discussed.  If not, the feedback was valuable for fine-tuning Season 3 criteria and upcoming episodes.  Test the market place for your product or service with feedback obtained from social media.

If anything, Twitter gave Lemonis the opportunity to share feelings and thoughts about the show.  He worked on developing relationships with his emerging fan base.The profit tweets

Lemonis uses his Twitter account to promote upcoming shows and to build his personal brand.  He asks for entries for The Profit’s next casting season and promotes contests that give fans chances to ask him questions and to meet him for lunch.

Is your CEO using Twitter to rally the troops and to promote your brand?

 

Create Memes

The Profit Facebook page employs another search marketing tactic.  It features memes.The profit meme

Take professional pictures of scenes from your story and add wording to those pictures to create memes or info-graphics that link to your website. People are more likely to share pictures and those shares- especially on G+ and Facebook can influence search engine results.  Pinners are even creating boards with sayings from the show!

What are your company’s sayings?  Take snippets of the CEO’s best speeches, add them to pictures, and ask the team to pin ‘em.

Lemonis and The Profit are also on Zeebox.  What’s Zeebox? It’s a place where TV fans go to hang-out with cast members and fans of their favorite shows.  The conversations in these micro-communities give producers feedback and insights, while feeding additional information to fans.

 

Create Videos

The Profit shares about ten full-length episodes on its website. It then breaks those videos into smaller tidbits with inserts of business advice from Lemonis.  You can do this, too.  What is your company’s story?  Its mission?  What does it do well?  Educate your customers, your employees, or your partners with a YouTube channel filled with useful videos.

 

Cross Promote other Channels

If you own other properties or are in relationships with partners, promote each other.

Lemonis tweets to Shark Tank investors, interviews with CNBC, and appears on CNBC’s Power Lunch.  The Profit even sponsored a Nascar raceLemonis is also visible promoting the show with interviews like this one with the HuffPost. Stories and interviews are cropping up on blogs like Inc., My Web Writers, and Ken McCarthy.

The result?  More exposure.

Growing ratings.

Increased profits for the companies vested in the show.

 

Marketing Take-Aways

What can you learn from the marketing of CNBC’s new show, The Profit?

  1. Know who you are and what you want to say to customers.
  2. Promote your mission in sound bites and actions through tweets, posts, memes, and videos.
  3. Be available. Stay engaged with customers.
  4. Cross promote. Find like-minded partners and help each other by interviewing and promoting each other.
  5. Provide relevant content that your niche will actually want to digest and share.

2 Comments

Filed under Business Strategy, Content Marketing, Facebook, Google Plus, Infographics & Memes, Marketing, Pinterest, SEO (Search Engine Optimization), Social Media, Social Media contests, Twitter

DeGeneres Crashes Twitter the Wrong Oscars Headline

Oscars Group Selfie Sets Twitter Record

Oscars Group Selfie Sets Twitter Record

What was the big headline from the 2014 Oscars telecast?  “Ellen DeGeneres Broke Twitter.”  That’s not the best headline.  Instead, the big headline from the Academy Awards should have been, “Ellen DeGeneres Proves Power of Social Media.”  Millions played a part acting to support the lesson and promote multiple brands worldwide.

Midway through the show, the Oscars hostess walked down an aisle of stars and asked actor Bradley Cooper to take a selfie with her.  As they both crouched in front of Cooper’s extended arm, several other stars sitting nearby quickly crowded around Cooper and DeGeneres.  In a matter of seconds, the group photo, including Kevin Spacey,  Meryl Streep, Jennifer Lawrence, Kevin Spacey, Brad Pitt, and Angelina Jolie.  It was about to go viral on Twitter and be seen by millions.

A few moments later, DeGeneres uttered what the social media world had already known as their Twitter feeds froze for twenty minutes due to all the retweet activity.  “We crashed and broke Twitter.  We made history.”

Former Obama Record Retweet

Former Obama Record Retweet

Before the end of the broadcast, the star-studded group selfie had been retweeted over 2 million times, breaking a record of 781,728 retweets set by President Barack Obama with the picture of him hugging First Lady, Michelle Obama, after his 2012 re-election.

Which brands were the beneficiaries from this comic interlude? 

Of course, Twitter scored big.  The short message service specializing in 140-character bursts of thought proved it is not all about words.  It was the photo that generated the activity proving there are many ways to send a message others would be interested in receiving.

Samsung Electronics Corp. enjoyed the value of product placement as it was their electronic device that snapped the picture of the moment.  Their One Samsung advertising deal with ABC television included an agreement to take ten promoted tweet selfies in the green room at The Oscars and send them to the world.

Obviously, Ellen DeGeneres bolstered her brand image and savvy know-how of social media use.  Her @TheEllenShow Twitter account grew by a 47x factor the day of the Oscars broadcast compared to an average day and now boasts 27 million followers.

Finally, the Academy of Motion Picture Arts & Sciences proved it was hip to a new generation of social media users.  After the brief Twitter outage, when services were restored, @TheAcademy sent a tweet of their own saying, “Sorry, our bad.”  It generated 4,211 retweets.

What should your brand learn? 

Watching advertising’s best on the big stage can provide your business with a few takeaways:

  • Create memorable moments.  What unique photo or situation can you create that will be fun to share and get people talking about your brand?  Mix words about your brand, with images and video.

  • Plant your product strategically.  Let your product or service be seen by others so they can interact with it and comment on it.  A paid placement sponsorship or a few product giveaways cannot hurt.

  • Get involved with social media.  It’s new.  It’s a bit untested and wild west.  It’s here to stay.  If the Academy of Motion Picture Arts & Sciences can be trendy after being in business for 86 years, so can you.

Leave a comment

Filed under Audience, Content Marketing, Marketing, Social Media, The Writing Process, Twitter