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Posts Tagged ‘Twitter’
Starbucks, the international brewer of overpriced venti cappuccinos, recently launched a Twitter hashtag campaign entitled, “#SpreadTheCheer.”
The idea was that users would jump on the hashtag to spread good will and holiday spirit, all while promoting the Starbucks brand. A seemingly harmless plan, users set out in droves to use the hashtag.
Unfortunately for Starbucks, they were also making news on another plain. According to Branding Magazine, which was citing research from Reuters, “the company devised a legal way of making fake losses through royalty payments for use of the brand and other global fees, and that way the company cut income tax. Starbucks UK has paid less then 1% in corporation tax over 14 years. Now they have to pay an amount of $20 million in taxes in two years.”
Ouch. This news, coinciding with a hashtag campaign about spreading cheer, proved to be a PR nightmare for Starbucks.
And it gets worse. At the Natural History Museum in London, where Starbucks sponsors the ice rink on the premises, there was a large screen displaying all of the Tweets containing that hashtag as they came in. 140-character bundles of venom, profanity and all, were displayed for all to see.
Additionally, it was revealed earlier this month that Starbucks would be cutting employee benefits – including maternity leave, paid lunch breaks and sick leave. This revelation only fueled the fire of an already angry Twitterverse.
If your business is ever running a hashtag campaign, let the plight of Starbucks be a cautionary tale. We had planned on embedding some of the Tweets in this blog, but, frankly, this is a family-friendly site.
If you run a Twitter hashtag campaign, there are three crucial things to remember.
1. Hashtags don’t go away if people have more to say.
As recently as one hour prior to this blog being written, there were still Tweets wishing ill-will towards Starbucks, and this hashtag was launched well over a week ago.
2. Social media are the front lines of public relations.
Public sentiment is more accessible than ever, and no one will hold back. Starbucks was caught in a hurricane of profanity and ugly customer interaction. That’s what happens when you cut wages and benefits. Even the most savvy and proficient PR directors are helpless in a violent social media avalanche.
3. Even Santa can’t salvage a brand image.
Starbucks was banking on the spirit and cheer of the holidays to inspire its audience. We live in an age of disdain towards corporations. If shady practices are brought to light, particularly on a stage as large as the one Starbucks lives on, that will take precedent. People are always more likely to act when they are furious. Starbucks learned that the hard way.
Got more questions about online strategy and social media management? Get them answered here.
Good afternoon 007.
Your mission, should you choose to accept it: guide your company towards social media success. It’s a dangerous and harrowing task. Many have tried. Few have succeeded. Your company is depending on you, 007.
Objective:
Expand and engage our online audience. It’s a difficult group to pin down, 007 – they can be anywhere. Our intel shows them frequenting two locations: Facebook and Twitter. However, sources tell us they have been known to visit LinkedIn, Pinterest, Instagram, YouTube, and more on a regular basis.
Gadgets:
Our team has acquired some of the slickest gadgetry in the industry. Before you can go after your target, you must learn about them first. We have gained valuable information about our friends on Twitter, educate yourself.
You will have the capability to monitor everything that is happening on our social networks – sentiment analysis, statistics, and more.
Bond, don’t neglect mobile technology. Your target is moving – and moving quickly. If you can reach them on a mobile device, be sure to analyze this data. We’ll need it.
Notes:
We know that you love your suits, cars and martinis, 007. While appearance is crucial for your first impression, there is more to your audience than that.
Your target is intelligent and well-read. You may draw them in with creativity, but it will take consistency and actionable advice to keep them coming back.
If it were easy, everyone would be doing it, 007. But there is nothing easy about social media marketing.
Good luck, Bond. The fate of our business depends on it.
Follow Grow Socially on Twitter for more social media espionage.
Happy Halloween to all of our faithful, ghoulish readers out there.
It’s hard to believe that October 31st is upon us once again – a chance to prove to your friends how creative and hysterical you are by dressing up like the guy from the “Gangnam Style” video.
Unfortunately, Halloween costumes can be expensive. You don’t want to compromise your originality because of your budget. While you may want to dress up like Big Bird to show your political savvy, those costumes aren’t cheap. Thankfully, we are here to extend a helping hand. There are ways to circumvent your fiscal responsibility.
Of course, our specialty around here is social media. So we put our heads together and thought of some thrifty ideas to amaze your friends during your trick-or-treating exploits tonight.
This is an easy one. Don’t waste your money on buying a blue bird costume. All you need is a cardboard sign around your neck that says, “Follow Me.” Eventually, someone will get it.
As an added bonus, challenge yourself to only speak in 140 characters or less the entire night.
This one requires a little help from friends. Lots of friends. The world’s most famous social network boasts about 1 billion users. As long as you have a group of about three dozen people, it should be pretty apparent that you are Facebook. Or if that doesn’t work, wear jeans and a zip up sweatshirt and you can be Mark Zuckerburg.
Time to break out that suit that’s been sitting in the back of your closet since your last job interview. Carry a briefcase. Ask for recommendations. Tell people about your work experience.
Walk around the party and tell people that you are “endorsing” their costume and that they should reciprocate. It’s only polite.
This could be a fun one. Spend your night walking around taking pictures of “artsy” things and posting them on a large board you carry with you. Be careful though, other people may try to start pinning on your board. In which case, hit them with the board.
Google+
It’s too easy to dress like a ghost and claim to be Google’s sputtering social network. You’re better than that. Especially since Google will eventually get it right, and we’ll rue the day we made them the butt of our jokes.
Also, I don’t want this blog to be totally buried in the search engine.
Avoid this one altogether.
StumbleUpon
Depending on your age, and the number of drinks you have, you may be stumbling upon everything in sight.
Happy Halloween everyone!
Yesterday, I was fortunate enough to attend, for the first time, the Inbound Marketing Summit held at the Hynes Convention Center in Boston. I certainly took home a great deal – and not juts free T-Shirts. It was a fantastic event, from the variety of speakers to the exceptional networking that followed.
Now that I have had a chance to debrief from the day’s events, it is clear that five lessons rose above all others. Here are my five major takeaways from IMS 2012.
5. I Need to Blog More!
Immediately, I realized that I am not blogging nearly enough. I certainly wouldn’t pretend to be a captivating writer – Kathy Barry didn’t raise no liar.
But what I do know is that I have thoughts and ideas I should be put into writing. Content writing will help build my “personal brand,” a term that was used amply at yesterday’s Summit.
My Twitter handle, @tomrbarry, should be seen by as many eyes as I can possibly get it in front of. I gained roughly 25 new followers yesterday alone by Tweeting from the event. If I can start creating relevant content for these folks to see on my social profiles, I am engaging effectively.
A featured speaker yesterday, Dharmesh Shah, offered this thought: “Think of every question you get at a tradeshow or on a sales call, write them down and answer each one through blogs.”
As a sales person, that will be easy and valuable content for me to create.
4. Qualifying Sales Leads Is Hard Work
Having too many inbound leads is a problem every sales person would want to have. But, as you know, it doesn’t often work out that way.
Each lead needs to be carefully nurtured and contacted. Reaching out to someone three or four times might seem like plenty, right? Wrong.
According to Richard April, VP of Marketing, Paul Alves, CEO, and Craig Ferrara, Director of Client Operations for AG Salesworks, “the minimum amount of ‘touches’ you should anticipate for inbound leads before converting them to sales is eight times.”
To make sure you are maximizing time during the day, develop a regimented approach to qualifying these leads. Build a process.
The window to convert leads into sales is always opening and closing quickly. If you can dedicate the time – wisely – you will see results.
3. Think Mobile First
I probably heard the phrase, “mobile first,” over 100 times yesterday. And I couldn’t agree more with the idea.
Mobile is the next big thing when it comes to marketing. Bridging the gap between the physical world and the digital world is becoming so easy with the use of smartphones and other mobile technology. The fact that mobile is the fastest growing medium in the world is a startling indicator that it’s influence is only going to become more noticeable.
Having a strategy to utilize this technology is critical. When you start developing inbound, outbound and online strategies and campaigns, mobile should always be included.
If you are going to create content for your clients, understand that there is a good chance they are consuming it on a mobile device.
2. All Aboard The Google+ Train
Google makes sure that marketers and online officials are keeping the playing field even. Part of Google’s new algorithm stresses the importance of authors of posts and content – rather than pages. This means you need to start building the authority of your writers through Google.
A Google+ profile is one way to do this. A solid presence on Google+ will build credibility and recognition by the search engine. Include links to valuable content. A strong network on Google+ will, conceivably, build the influence and reach of your writers. A personal brand is becoming more important than keywords.
1. Invest Time In Social Conversations
Whether you are in sales, marketing, public relations or administration, taking the time to engage and connect with real people on social channels is very important. You must engage to communicate and have conversations – not constantly offering your sales pitch.
Monaco Lange said that we should, “stop selling products, start telling stories.” I need to incorporate real world problems and find solutions that will solve those problems. Create content that is valuable, sharable and likeable.
The stories I tell should demonstrate the benefits of the tools and services I sell. No one will engage with your content if it isn’t worth having a conversation about.
A Question For Readers
What channels do you use to engage and interact? Find me on Twitter @tomrbarry and let’s chat.
Being on social media has a lot of perks, and one of them is to live vicariously through all of the social media accounts you follow. As a Wildcat Alumni from the University of New Hampshire, I make sure to “like” UNH’s Facebook photo albums, participate in their Tuesday Trivia games, and sigh each time they post announcements of fun, upcoming activities.
Speaking of fun college activities, one of the biggest events on UNH’s campus is just around the corner…HOMECOMING! With that said, social media posts that count down to this epic day are distracting enough for both current and past students. But when you take into account the university’s impressive social media strategy, well, let’s just say that it’s enough to write a blog post about!
Using Facebook’s Check-In Feature
From the very beginning of this year’s football season, UNH has been using photos to stand out in the newsfeed. This is a great move by their marketing team, because photos are more eye-catching than the usual social media post. Another benefit of using photos is the added design flexibility, like creating bold and colorful messages. As seen in this photo, you can easily read when the upcoming game will be and who it is against. The photo even humanizes two of UNH’s star football players, which is a great way to showcase the students.
Finally, the marketers took this campaign one step further by running a contest for the actual game (as seen at the bottom of the photo). The photo explains that a poster will be given to the first 500 students who check-in on Facebook while at the game. By giving students an incentive to check-in, this will help increase the number of overall check-ins. More Facebook check-ins will ultimately help broaden the exposure of UNH to the participating students’ Facebook networks.
Using Twitter and Instagram
In this second photo post example, UNH promotes a contest for those who are attending its Homecoming football game. Participants are able to enter the contest by snapping Instagram photos while at the game. Then, they must share the photos on Twitter with the hashtag, #unhhomecoming”. With the grand prize being a Wildcat t-shirt, I’m sure many students would say, “Let’s do it!”
A benefit that comes out of this for UNH is again, broadened exposure across participating students’ social networks. Another great benefit will be the nice collection of Instagram photos of students at the game.
The key lesson from these examples is to know who your target audience is. For these campaigns, UNH’s audiences are current and prospective college students. This group is very mobile-savvy and they love capturing their day-to-day experiences with social media and photos. UNH took advantage of these patterns by building promotions around mobile and social media channels. By using these tactics, UNH should see increased exposure and interaction within its student body and social media networks. From a marketing perspective, I have to say “Job well done!” I would be very interested to see the results of these campaigns, and to see what the UNH marketing team will come up with next!
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Sometimes, a heartfelt social media story is in the last place you’d expect. We’ve covered online success stories from corporations large and small, non-profits, and some fun contests as well. But today we had the opportunity to talk to a one-man online success story: The WWE’s Zack Ryder.
The WWE is a household name brand with an established legacy and fan base. They’ve been a publicly traded company for over 12 years and produce multiple programs on a weekly basis that reach 145 countries in 30 languages, reaching over 600 million homes worldwide. Their website sees over 12.3 million hits each month and has over 10 million Facebook fans.
When Zack Ryder was signed by WWE in 2006, he thought he had finally made it. All his life, his dream was to become one of the top superstars in the company and make his mark in the industry. But as time went on, Ryder struggled to find his place in the WWE’s busy and ever-changing programming schedule. “I didn’t feel like a superstar, you know?”, Ryder says, “I didn’t have an action figure, I wasn’t on TV, I didn’t have a promotional [photo]. I was just sick of pitching ideas and nothing getting done. But I did realize I had to do something about it.”
How It Took Off
That’s when an “Oh Mom and Dad, you shouldn’t have!” moment turned his entire career around. ”For Christmas in 2010, my parents got me a Flip video camera. I really didn’t know what to do with it so it just kind of sat in my closet for a while.” Then Ryder decided to showcase his entertainment and humor on YouTube. “In February 2011, I started ‘Z! True Long Island Story’ which was just me talking and trying to be funny just by making fun of myself, getting my friends and family involved, whatever I could do.” The way Ryder speaks of it, you’d think it was just another YouTube viral-esque cluster of sketches of inside jokes but nothing is further from the truth. The show skyrocketed into popularity with fans of the WWE in a matter of weeks and has since gained in excess of 13 million views.
This is when Ryder really started to notice some things catching on. He used the YouTube series to show that he was just a big kid who grew up a fan “living the dream” and invited viewers to take a look at his entertaining, albeit rare, life off the road (WWE does 250+ shows annually). The amount of interaction and increased views made Zack aware that his popularity online had some serious potential. “That’s when I started going crazy on Twitter and Facebook. I was always on my phone, tweeting and trying to get the fans behind me because that was the only voice I had.” Ryder’s efforts quickly paid off with love from the crowd. Chants would break out for him in arenas across the country. “A lot of the time, I wasn’t even at the show. I wasn’t even in the building.” They’d bring signs saying things such as “We Want Ryder”.
Getting His Fans Involved
At this point, Ryder saw that he had a true connection with his fans and started to show appreciation back by including photos of all of the signs fans would bring into his YouTube show. He included an interactive portion of the show where fans would audition for a segment called “Broski of The Week”. ”It was just like this crazy snowball effect. Everything was happening so fast and the fans were such a huge part of it, so of course I had to include them in what I was doing.”
“I didn’t have a cool T-shirt of my own, they made like a generic $15 one of me just standing there.” But Ryder was determined. He tweeted and gave his fans incentive to get the shirt and if they tweeted a photo of themselves wearing it, Ryder personally sent each one an autograph.
After a few months, Ryder found himself with more spots on WWE shows across the country, using his Flipcam to record every entrance out to the ring and incorporating it into that week’s episode of “Z! True Long Island Story”. He fashioned an “Internet Championship” belt out of his little brother’s toy replica WWE belt at home and started showing it off on his show. After a while, Ryder sprang for the real thing. “I got it made, paid $1600 plus shipping and handling and got a real belt. It looks, weighs, and feels like a real title. I showed it to the WWE and they were like, ‘There’s no way you’re coming out with that on TV’.”
Photo Credit: http://ilnk.me/11f2b
Although the famed title never made an appearance on one of WWE’s many programs, Ryder’s YouTube show and social media efforts had resonated so strongly with their audience that WWE did end up making one of Ryder’s dreams come true: He got his own cool T-shirt. And what’s on it? The Statue of Liberty holding up the Internet Championship belt. In fact, Mattel just released a new Zack Ryder action figure that comes packaged with a mini Internet Title of its own. But what interested us the most about Ryder’s merchandise was his use of QR codes.
“They gave me a bunch of ideas for a new shirt and one of the ideas was just a QR code on the front. I said, “There’s no way we can do that.” So he designed his own merchandise that incorporated everything that got him to where he is today: Long Island, the Internet Championship, and a QR code so you can find Zack online. Now, the code is on everything Ryder related – from action figures to the trunks he wears to the ring.
Ryder’s Social Impact on the WWE
Since the social media “Ryder Revolution,” Zack has enjoyed his time in the spotlight and has been noted by many for bringing more social media strategies to the WWE’s attention. And they certainly listened. In the past year, they’ve partnered with social video site, Tout, produced their own mobile app, signed a streaming deal with Hulu, and saw a huge success thanks to the social media promotion of their flagship event, Wrestlemania.
Ryder attributes an enthusiastic audience to the huge success WWE has seen across all social media channels, especially Twitter. “You’re able to communicate with someone you regularly watch on TV, and it’s just this crazy environment that WWE has really been able to capitalize on.”
With no signs of stopping, it seems that the “Ryder Revolution” could just be getting started.
Be sure to watch Zack on the next WWE Pay-Per-View event on October 28.
Incredibly, another summer has come and gone. The dog days are behind us and the leaves are beginning to fall. The kids are back at school and football dominates our television sets.
It’s autumn once again.
Just like the nature around us, it is time to change. Your company’s social media efforts can take lessons from the seasonal transition.
1. Change Your Wardrobe
As the temperatures drop, the shorts and sandals make way for jackets and boots. Don’t be afraid to change your company’s wardrobe. With that being said, there is nothing more sacred than a recognizable brand or logo. However, changing up Facebook banner pictures or creating a new Twitter header photo can be just the breath of fresh air your networks need.
If you do think your logo needs some sprucing up, consider this chart highlighting the evolution of the Pepsi and Coca-Cola logos. Subtlety isn’t a crime.
2. Autumnal Traditions
Fall is ripe with important dates and annual events. The first day of school, the new football season, Halloween, Thanksgiving and many more notable days have universal appeal.
This is a specific example of an important idea. When posting on social media, be cognizant of the lives of those in your audience. Talk about how your hometown team did or offer back to school discounts. Run contests asking for the most creative trick-or-treater or best Thanksgiving family stories. Be in tune with the changing season.
3. Enjoy The Foliage
Autumn is a busy season. Seemingly everything starts back up again at once, and free time is at a premium compared to the hazy summer months. Here in New England, we sometimes take our renowned foliage for granted.
Take this as a reason to make humanizing your brand a priority. In our daily climb to increase sales, brand awareness and the bottom line, make sure to reinvigorate those ideals that your company was founded on. In every blog and social media post, let that passion ring true.
Want to learn more about how your social media efforts can be improved this Fall? Follow us on Twitter @growsocially and on Facebook, as well.
As we mentioned yesterday, Twitter has rolled out a new update: The Twitter header photo.
This significant design change provides users with another way to personalize their profile and communicate something to their followers in a very visual way. For example, one could post a photo that illustrates a hobby or an interest—or, for a brand profile, this is another wonderful opportunity to showcase products, services, and even employees.
There are endless ways Twitter lovers can take advantage of this update, but it seems that many are slow to test it out. So, I decided to scour the Twitter-verse and find some good examples from those who are utilizing the new layout
Based on what I found, here are few ideas of how you can make use of this feature…
Make your bio bold with black and white photos.
I love how @psfk’s Twitter bio stands out nicely against this black and white header photo. A black and white photo of the office is a simple, yet solid choice!
Try a photo collage.
Creating a collage of a handful of photos is a great way for a brand to showcase their products—or for a person to give followers insight into their interests. I should clarify though that I do NOT recommend including celebrity mugshots or any pictures involving Charlie Sheen. (That is…unless you’re @TMZ! For them, this works.)
Show your humorous side.
I must admit: This one put a smile on my face. (I especially love how @joshfjelstad’s face appears tiny next to all the cats’ faces. Monster kitties!)
Header photos provide a wonderful opportunity for brands/people to make their followers laugh. For those with a great sense of humor, the creative opportunities are endless…
Give followers an inside look at your office.
I really like the idea of using a header photo to provide followers a behind the scenes glimpse into a company’s work space. @HuffingtonPost‘s profile provides a good example of this. Note: I recommend going for a photo with a little less white space in it. I think some of their bio gets lost on the white computer screens in this picture.
Be simple.
Nothing fancy here, but I love this one! @Baristabar’s bio jumps out at followers and the picture is of great quality.
Make your followers hungry.
Okay, so, “Make your followers hungry” probably sounds bizarre, but stick with me. If your Twitter account is for a blog or magazine that provides readers with recipes (like @Realsimple), or a for a restaurant or a grocery store, I think a photo of a delicious dish is a perfect photo choice.
P.S. Make sure the photo is an especially mouth watering one. It will be sure to attract your followers’ attention—and, if the Twitter account is for a restaurant, it’s a great way to show off your tasty food!
Show off your newest ____.
@Adage utilized their header photo to showcase their newest issue of their magazine: The Digital Issue. I love this example because it illustrates how easy it is to use this feature to visually draw in your followers’ attention on something that is important: An event that’s coming up, a award your company just won, a new product, your most recent piece of work for a client…there are so many possibilities!
Show that you’re interested in____.
@Earth911 is a news source about green living, recycling, and other things related to the environment. Their header photo is used to visually illustrate one of the things they Tweet about: Recycling. It’s a very simple photo, but it does the trick!
Pretty pictures can be perfect.
I know this isn’t the best photo in the world…but I’m from NH and was very excited to see that @VisitNH is ahead of the game and has already updated their profile. Plus, I think their photo is another great example for two reasons.
1) It’s relevant. It’s fall, and one reason people often visit New Hampshire is to see the lovely foliage. @VistNH used a picture that might remind their followers to make a trip this season.
2) It’s a fairly dark image. The Twitter bio stands out clear as day on this background, making it a perfect choice.
Of course, I’m sure in the coming weeks we’ll be seeing all kinds of creative ways to use this new layout, but for now I’m going to leave off here. Stay tuned for more ideas—and be sure to check out our other post: 5 Twitter Header Photo Design Tips.
Follow @growsocially on Twitter!
Twitter just rolled out a new branding opportunity for Twitter profiles, the header photo. Similar to Facebook’s Cover Photo, it rests at the top of each profile page, and incorporates the profile’s icon. Marketers are now having a field day trying to decide how to best use this brand new feature. We compiled a list of tips for you to be aware of when you are ready to design a header photo for your own Twitter page, enjoy!
- The Twitter header photo’s minimum dimensions are 1252 x 626, and can not be greater than 5MB.
- The bottom of the photo should be darker so your Twitter biography can easily be read by your followers.
- The icon will be placed in the middle, so keep that in mind when designing the layout.
- Get creative! There are already a variety of ways brands are utilizing this feature. Some have created a collage of photos (like @todayshow), while others are designing the layout so the icon fits into the header photo (like @ryanseacrest).
- Make a statement! Whether it is for your personal or company Twitter account, make sure it delivers the right message to your audience. For a business, you can creatively display all of your services and products. For a personal account, you can display your interests and hobbies.
Good luck with this new branding opportunity and be sure to tell us what you came up with by leaving a blog comment or sharing your image with us on our Facebook page!
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“Hey Facebook, come sit at our table!”
LinkedIn and Pinterest were feeling pretty good after the end of the last school year. Pinterest was the new kid but found immediate popularity at Social Media High School. LinkedIn had the really cool job, making a little more cash than everyone else in the past year.
They both had the confidence built up to invite Facebook, the most popular kid in school for as long as anyone could remember, to sit at their table.
Not long ago, Facebook had a table all to itself. No one could rival its superstar status. But a string of embarrassing public events has knocked it down a peg or two.
“Hey Twitter!” Pinterest yelled. “Come sit with us!”
“Quiet down, new kid!” barked Facebook. “Didn’t you know? Twitter and LinkedIn broke up a couple months ago.”
Don’t feel bad for Twitter, though. Behind Facebook, no one is more popular than Twitter.
Twitter quickly walked past and sat down with Instagram, Google+, Yelp and Foursquare. Instagram has been linked to Facebook since early April, proving the popular guys always get what they want.
Google+ has been trying hard to get out of his dad’s shadow since he moved into town. Yelp and Foursquare have always been seen as a little creepy to some people, always asking where you are.
StumbleUpon normally sits at this table, but it was in detention for not being able to sit still.
“Room for one more?” said YouTube. Who doesn’t like YouTube? It’s the life of every party. And with a resume like YouTube’s, what’s not to like?
“Who is that sitting over there in the corner?” asked Instagram.
“Oh, that?” replied Twitter. “That’s MySpace.”
Connect with Grow Socially on Twitter!
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FROM THE BLOG
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Success through Onsite-Offsite Blogging || Read More
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May 15, 2013
