Who doesn’t love a surprise on Valentine’s Day? ERCmedia and ChocoMe Australia partnered up to share the love (and chocolate!) with a number of Adelaide “foodies”: journalists and bloggers alike.
A number of them joined the conversation on Twitter using the hashtag #ValentineSurprise, and shared photos of their chocolate bars on Facebook, Twitter and Instagram (see Storify below). We were also successfully able to engage other users who were not lucky recipients this time around across these three platforms.
Using the more generic hashtag on Twitter also allowed @ChocoMe_Au to enter a larger conversation in general about Valentine’s Day, and at least be seen by other Twitter users who peruse this tweetstream.
Bottom line, this was a fun way to introduce ChocoMe chocolates to a number of “foodies”, nay chocolate lovers.
Hootsuite is the best social media dashboard solution I have come across so far. It has a clean, easy-to-navigate interface and offers the capacity. I’m able to update a number of different accounts across a number of networks (including Facebook, twitter and LinkedIn) all from one convenient page.
Hootsuite PRO also offers a number of analytical tools. We’re able to track the number of retweets for an account on Twitter and imports Facebook Insights. Hootsuite PRO also adds an element of automation to reporting, as I am able to set up a report which will automatically be emailed to me monthly.
I use Hootsuite to manage and/or monitor my clients’ social media presences as well as my own – and wouldn’t use any other.
Feel free to take a look at my profile on Hootsuite here.
Storify is a new publishing platform that allows you to collect any public social media post(s), and work them into a story. In essence, you can create your own social media scrapbook.
Sure, you could use any blogging platform to create similar looking stories, but Storify enables you to “search multiple social networks from one place, and then drag individual elements into your story.” I found this to be a real time-saver, as it really is a matter of search, drag and drop, as opposed to the laborious task of uploading, then embedding images and videos.
Keep these 3 handy tips in mind when using Storify:
If using Storify to search for images, posts, etc on Facebook, if you or your friends have set their accounts to “private”, these images, posts, etc will not be found.
Wait until all potential social media posts have been shared over all platforms (e.g. Twitter, Flickr, YouTube) before creating your story, as it’s easier to create your story when you have the ‘big picture’ in front of you.
Be courteous, and ask permission of those who own or feature in the images or video you intend to scrapbook on Storify.
These stories are viewable by anyone and can be embedded into blogs, as featured below.
On a personal note, I think this would be a great way to collate and curate all social media activities that relate to a specific event, like for instance, the next TEDxAdelaide… when would you use it?
The CBloggers Project gave 20 young community radio broadcasters from around Australia the opportunity to take on the challenge of becoming an online media maker. The 20 rose to the challenge admirably, some embracing online platforms, like Facebook, Twitter and YouTube, in the context of media production for the first time. Lesser known phlogging platform iPadio was an instant hit.
Social media gives community broadcasters the opportunity to take their messages beyond their signal radii, especially in the case of rural stations. It’s such a great opportunity to connect with those who share their values, appreciate their programming and showcase their talents to the world.
It’s an interesting approach Bacardi has taken with this social media campaign: True Originals. It has been in operation for the past year or so, using only social media heavyweights Facebook and YouTube. It is slowly building a following of spirits enthusiasts.
#1: The Samurai
Traces of the existing Bacardi brand barely exist in this campaign, with the exception of:
Long shots of the green glass Bacardi bottle
Close-ups of the neck of the Bacardi bottle
The shape and colour of the chip at the end of each video
True Originals is a clear example of how social media, specifically Facebook and YouTube, can be used to target specific audiences. In this case, Bacardi seem to be targeting the bartenders and cocktail connoisseurs (read: influencers) from around the world.
#2 The Hummingbird
These high-quality videos seem to be more about branding rum as THE spirit appreciated the world over, and consequently, subtly re-positions Bacardi as a classy spirit. The clever part here is that while creating this alternate identity for Bacardi, the current overall perception of Bacardi as mass-market rum has remained intact. It is also interesting to note that there is no reference to this campaign on Bacardi’s official website.
#3 The Apothecary
Only four videos have been released on the True Originals YouTube channel so far: The Samurai, The Hummingbird, The Apothecary and The Outsider. The Samurai is still the most popular video, drawing the most views as of Thursday, 9th September 2010.
True Originals Video
11 months ago
7 months ago
3 months ago
1 month ago
The True Originals Facebook page has 1,873 “Likes” (accurate Thu 09/09/10). Although this number is small for such a lengthy campaign, the level of engagement appears very high. Majority of the posts on the wall are from bartenders or cocktail connoisseurs, either commenting on the videos or asking questions for the “True Originals”.
#4 The Outsider
There are very few posts from the page itself, which usually serve to:
promote the new videos upon release
provoke discussion about certain aspects of each video (e.g. bartender flair seen in The Outsider)
announce milestones for Bacardi (e.g. 110th birthday of the Bacardi Cuba Librée)
and ultimately, build a community of “True Originals”
It will be interesting to see how this campaign plays out… do you think it will (or at least has the potential) to reach the dizzying heights of Old Spice? Or would that perhaps defeat its true purpose: only reaching the influencers?
I worked as Associate Editor for online Adelaide-based magazine Kryztoff in early 2010. I’ve just written up a case study of sorts, seems more like reflection now… it’s my first one, so I welcome your feedback!
Kryztoff is an online Adelaide-based magazine, established in November 2009. It is aimed at young Adelaideans, aged between 18-35. Each edition covers four main areas, Music, Fashion, ADL5000 (arts/culture) and Film, and features a dozen aspiring writers and photographers.
During the 2010 Adelaide Fringe Festival, Kryztoff previewed about 100 shows, reviewed about 70 and photographed a number of events throughout the Festival.
The main aims in the early days of this web start-up were to increase awareness (and ultimately, readers) for Kryztoff, and drive more web traffic to the online publication.
The Way Forward
I employed a number of tactics to achieve these aims including:
Kryztoff grew its Facebook fan base from 1273 to 2606 (80 fans per week on average)
Over 5400 videos were viewed on the Kryztoff YouTube channel
Kryztoff demographic revealed a slight female skew (60:40), aged 18-40 and most living in Adelaide
Over 100 posts on the WordPress blog generated over 2 000 unique hits
The domain experienced a significant increase in traffic to the site (over 30%)
Majority of these clicks were traced back to the Kryztoff Facebook page
These results indicate that I engaged the target demographic successfully, through this multi-platform approach. Unfortunately, Kryztoff had to scale back its operation in May 2010. Had Kryztoff continued engaging its existing and potential readers in this consistent manner, I strongly believe Kryztoff would have experienced strong growth during the winter months of 2010.