Archive for the ‘Twitter’ tag
Thanks to our friends at Event Marketer for showing this awesome activation some love!
The social media hub at the Wells Fargo Championship, a professional golf tournament on the PGA Tour held in early May in Charlotte, NC, this year generated 40,000 social engagements by fans and 310 million impressions throughout the week. It has been hailed by golf’s powers that be as a best practice for amplifying the social impact of a tournament by leveraging all major social platforms, including Instagram, Facebook, Twitter, Snapchat and LinkedIn, ultimately generating brand and name exposure for the bank.
“The explosion of content and engagements that we are seeing from fans is pretty crazy, but good,” says Nick Carey, vp-sponsorships at Wells Fargo. “We feel like we’ve built a really neat model that is working.”
Housed in a welcoming, casual environment that was open to the public, the hub offered lounge areas with tvs, snacks and giveaways, along with an ATM, phone chargers and a wall of screens that display user-generated social posts. This year, the hub even included a branded area for Wells Trade, the bank’s online brokerage platform. Those who took a demo and engaged with one of the brokers on-site were invited to an evening cocktail hour headlined by the Golf Channel’s Gary Williams, as an exclusive perk.
The Championship activated a social hub last year, but a year of learning and building out the practice led to this year’s results. “We’ve tapped into something here, there are a lot of story lines that happen during a tournament week, and by having this social hub here on-site we are enabling and amplifying the impact of all of the conversation,” Carey says. (Check back next week for a deeper dive into the hub and why it works.) Agencies: Team Epic, Norwalk, CT; Postano, Portland, OR (social aggregation).
MKTG INC is proud to be an official partner and supporter of the Beyond Sport United 2015 conference.
This morning on the floor of the Prudential Center, 500 sports and philanthropy executives gathered for Beyond Sport United 2015. Supported by MKTG INC and backed by US Major Leagues MLB, MLS, NBA, NFL, NHL and WNBA, the summit brings together the most powerful sport-led, social innovators and global leaders to discuss how sports teams and leagues can drive positive social change both locally and globally.
For this month’s Guest Column, we sat down with Stephanie Rudnick, MKTG INC’s new SVP, Marketing Communications. An almost 20-year industry veteran, Stephanie shares her thoughts and expertise on the world of PR and experiential marketing, MKTG and the best advice she’s ever received.
What will your role be here at MKTG INC?
I’ll be developing and managing all aspects of the company’s communication strategy and practice, including media and industry relations, external communications and brand management.
What’s the best advice you’ve ever received?
“Carpe diem” – Live each day as if it were your last. It’s something I’ve lived by since learning about it in elementary school from my favorite English teacher.
How did you get into PR?
When I decided on my major, it was WAY before PR was as widely understood as it is today. I spent a lot of time working with non-profits in high school in Chicago and loved when the media would come to our events and publicize our causes. When I learned that I could study journalism with a PR focus, it just felt right. I went to college at USC in Los Angeles because I wanted to study in a major city where my teachers were working professionals in my field, but also because the location would offer me access to a wide array of internships. I was lucky enough to have internships every semester – from beauty to music to technology to entertainment and celebrity publicity – which helped expose me to how different PR can be depending on the client. Since then, I’ve done pretty much every kind of PR across a ton of verticals, both agency and in-house. Now that I’m older, one of my favorite things is to mentor young people who are interested learning how to navigate the business and continue to help them along throughout their careers.
What publications or websites do you find most relevant to your career?
It’s part of my job to read, read, read and do my best to stay on top of what’s going on in our industry and in general. So, I start my day with a scan of Twitter, which helps me get a handle quickly on the news of the day. Then, first thing at work, I go old-school and get my hands dirty tearing through the New York Times and the Wall Street Journal. I also read the hard copy of the Sports Business Journal and the SBJ’s three daily e-newsletters, as well as MediaPost, EM, Adweek and AdAge. The list goes on and on.
What are some of your favorite work experiences?
I’m so grateful that my job has afforded me so many amazing experiences. I’ve been able to travel around the globe, working, and experiencing working in other cultures. One of the craziest experiences was in Beijing, when just hours before a press conference I was organizing, a friend tipped me off that if I wanted the media to actually publish/broadcast something, I had to give them a gift and CASH. For real. That was fun to have to explain to finance why the company owed me thousands of CNYs in cash and for T-shirts from the hotel gift shop! I also have to share that one of my all-time favorite nights at work was in 2012 at the NFL Draft when my client, Andrew Luck, was drafted first. It was so crazy and exciting and anxiety-inducing being backstage with Andrew and his family and all of the other draftees and their families, waiting for “the call” from the teams. Not sure that will ever happen again, unless my son decides that’s the route he wants to take…urgh.
Who have been your favorite clients?
That’s a hard one but I would say that working with the totally courageous and amazing NBA center Jason Collins was a highlight of my career.
What are your favorite apps?
Amazon, Uber, Starbucks, SportsCenter, Swarm, American Airlines, Diapers.com, Fitbit, WeatherBug, WhatsApp, FlightTracker, OpenTable, Seamless, Timehop and Tile.
What are three things you can’t travel without?
Earplugs, a flat-iron and my Philips Sonicare toothbrush
When not at the office, where are we most likely to find you? (Not that we’ll be looking, of course.)
At home in Battery Park or running around downtown Manhattan with my husband Duncan, and kids Charlie (2 1/2) and Matilda (5 months). And probably reading.
There comes a time where photos of pancakes during Saturday brunch, random selfies in the park or outrageous political rants become too much handle on your social networks. It’s part of the reason why you un-friend someone on Facebook (in many instances on their birthdays), unfollow them on Twitter or block them on Snapchat. Simply put, it’s noisy and irrelevant.
Though we all crave constant interpersonal connectivity, many find that connection-based social networks and apps leave with you a tremendous rolodex of contacts and robust streams of content, but have shortcomings when trying to share with the people you really care about.
Matthew Bryan Beck, a NYC-based journalist and advertising strategist, exposes a timely topic of what he thinks is the future of social media: mobile tribes.
Just as tribes define membership by ‘different groups, movements, cultures or ideologies,’ we “band together in subpopulations of shared interests, tastes, demographics and marketplaces.” We, along with traditional tribes, then mobilize by choosing and controlling with whom we connect, communicate and share on a regular basis.
Brands and corporations – like consumers – seek to remain in control of how they engage their audiences. Where a Facebook ad spend or a Twitter buy may fall short in breaking through the noise, marketers invest in new platforms to camp out where their mobile consumer tribes roam. Though that’s much easier said than done. Beck asserts, “the age of the mega platform is over.” Consumers have become nomadic in their social-media sharing, app usage and content consumption, leveraging multiple platforms and devices simultaneously to tap into each of their disparate ecosystems.
At Bonfyre, we believe we align well with this trend. Each “bonfyre” is like it’s own ecosystem – an exclusive social network enabling brands to better engage their audiences with targeted, real-time consumer engagement around events and groups of people. The level of control is two-fold: participants “opt in” to the bonfyre – typically through a link, QR code or location-based invites – while the brand decides who’s invited, the content participants can receive and the manner in which they can share (“read-only” chat, moderation, etc.).
Ultimately, marketers should deploy an arsenal of apps, social media sites and experiences to better reach their tribes. There’s always a good story to tell, sometimes it’s just about camping out and listening in.
Seeking a mobile solution for your brand, client or organization? Contact us to learn more.
How the power of social media – and a little city vs. city rivalry – led Jimmy Fallon to take an icy swim in Lake Michigan.
It started out as a friendly question posed to new Tonight Show host Jimmy Fallon during an interview with a Chicago newspaper: “Would you ever have (Chicago Mayor) Rahm Emanuel as a guest on your show?” The always friendly Fallon said something to the effect of, “He can host if he wants to. I’m kind of scared of that guy.”
Now, Chicago has always been known for tough politicians. The nickname “Windy City” has nothing to do with weather – the term was actually coined to describe the back-handed, often shifty political climate. So Chicagoans – like their politicians – are tough, and they’re always quick to stand up for the city, especially when a comparison to New York arises.
The mayor’s response to Fallon was a simple tweet: “Thx for the invite @jimmyfallon. You should toughen up for the big leagues. Do the Chicago Polar Plunge with me and I’ll join @FallonTonight.” The Polar Plunge was taking place on March 2 to benefit the Special Olympics, and Fallon was invited.
And that’s when the Twitterverse took over. Hashtags like #JimmyPlungeWithUs and #SwimmyFallon came from Chicago celebrities, media and athletes. They taunted him. They challenged him. They flooded Fallon’s personal and Tonight Show Twitter feeds. Media began to ask if he would man up and jump into Lake Michigan. Giordano’s offered him free pizza after he finished.
As a man who has used to social media to connect with a demographic better than any Tonight Show host in history, Fallon understands the power of the medium. And just a few days after the banter began, it ended when Fallon delivered one last tweet:
Chicago rejoiced at its moral victory, and the Special Olympics celebrated a once-in-a-lifetime opportunity for global TV exposure. I saw it as a tremendous example of the dynamic and powerful influence of social media. (Later that night, Oscars host Ellen DeGeneres caused a temporary shutdown of Twitter after taking and sharing the ultimate celebrity selfie.) So those of you who wonder if Twitter’s here to stay should probably learn the language of 140 characters.
As for Fallon? He plunged.
Our friends at Bonfyre teamed up with the St. Louis Cardinals for their 2014 Cardinals CARE Winter Warm-Up. The three-day fan-centric event provided fun photo opportunities and introduced a new way for fans to connect with Cardinals players, coaches and media.
“We’re thrilled to be working with the St. Louis Cardinals to enhance the fan experience around such an amazing community event like the Winter Warm-Up,” said Mark Sawyier, CEO of Bonfyre. Fans had access to exclusive, behind-the-scenes photos, fun contests and more.
Our St. Louis-based technology partner complemented the Cardinals’ complete social media coverage of the three-day long event on official club platforms like Twitter (@Cardinals), Facebook (Facebook.com/Cardinals) and Instagram (@Cardinals). The experienced-based social platform allowed fans to share content while automatically creating a digital memory of the experience.
Read the original press release here: http://goo.gl/YadYxG
We all know content is king, but these days the platform used to share that content has become just as important as the content itself. Consumers’ content consumption has changed. With busy, hectic lives, today’s consumers seek content that can be easily accessed and quickly grasped. Various platforms such as Instagram, Twitter or Vine have its own point of difference.
Bite-sized content, often visually based (images or videos), have made it easy for consumers to digest information and cull what’s really relevant.
And in a world full of noise and diminishing attention spans (roughly 2.8 seconds), brands now have to be more creative than ever to grab consumers’ attention—let alone engage with them.
Take Vine, for instance. Lowe’s leveraged Vine’s 6-second and looping feature to share fun, very short, yet informational life-hack videos. Another example is Airbnb leveraged Vine’s 6-second feature to develop a crowd-sourced short film, culled from over 750 submissions, called Hollywood & Vines.
Bite-sized content allows people to consume content on the fly—whenever they want, on whatever device they choose. It provides people with enough information to know about a topic and enough of a teaser so they can seek out more they’re hungry for it. It is a very effective method for building awareness, providing variety and promoting social sharing.
Photo Credit: hearblack.com
Once upon a time, like ten years ago, email was everything. Before Facebook, Twitter and Instagram, friends would forward baby photos, wedding announcements and jokes about menopause (those were emails from my mother).
In 2007, Nora Ephron wrote a column on “The Six Stages of Email” for The New York Times. “I just got email! I can’t believe it! It’s so great!” the essay began. It ends with “Call me.”
Email is the subject line of the conversation between artist Miranda July and Buzzfeed creator Jonah Peretti on a T Magazine blog. “E-mail has returned to being more intimate,” says Peretti, “where you might be IMing or messaging or texting with your friend, but when you want to send something that is longer and more meaningful, you use e-mail. I think it’s becoming increasingly important for personal relationships.” (Hear that marketers? Email is practically a love note.)
Miranda July’s latest art project We Think Alone sends subscribers (100,000 so far) an email every Monday from the in-box of one of 20 people July has brought together, like Lena Dunham, Kirsten Dunst and Kareem Abdul-Jabber. For July, reading other people’s emails is a revelation. As she told T, “I’m always like, ‘Oh – so that’s how other people behave in the world.’ You know?”
“Will they or won’t they?” “Did they or didn’t they?” These were the tweets and retweets that set Twitter on fire a few weeks ago during this year’s SXSW. The subject of debate: a surprise performance by the uber-elusive Daft Punk. If Prince was planning on stopping by, so could the electronic royal duo from Versailles…couldn’t they?
Hipsters and ravers alike waited with bated breath: would they play on the steps of the Capital or at @davidfordsmith’s house (as long as you have “$5 for the keg and band gas money”)? The rumor heard around the world first started on an Electronic Dance Music Facebook page and was then picked up by some “in-the-know” news outlets. It turns out that some well placed and well timed posters by Columbia records – featuring the now-iconic robot helmets and little else – had popped up during SXSW and got twitterers tweeting. Rabid fans took to social media to feed the harder, faster, stronger frenzy that ensues when anything Daft Punk hits the Internet.
Alas! The Interstella robots never showed. #wegotplayed
This is just one more time a completely unsubstantiated rumor has not only found its legs on Twitter, but was then amplified by legitimate news networks. Elections have been won, tigers set loose upon rioting crowds, and celebrities consistently declared dead all in the parallel universe of the social network. In fact, the mass media impact of a Twitter rumor lead an inter-disciplinary team from the University of Manchester to trace and dissect the narrative arc of a tweet gone viral. The result of an analysis of 2.6 million tweets and retweets is a digital visualization that shows how a tweet gone viral behaves just like that: a virus.
Rumors are shown to flow with influence via organic, circuitous interactions and then eventually ebb through the equal counter-influence of detractors questioning their validity. According to this discovery, if a rumor is ultimately proved false – it isn’t too long before these internal detractors who have successfully cured the misinformation, hence putting an end to the contagion of confusion.
In the case of the Daft Punk SXSW rumor, this viral behavior remained only partly true. Twittersphere was certainly ablaze with equal parts digital love, #FOMO, and plenty of mocking skepticism about the hype. It seems, however, that a Daft Punk rumor could be another type of Internet microbe all together as there continues to be an incomplete rectification of the false report. Outside of the continued Twitter debate – the same outlets that propagated the hype in first place haven’t even commented on the fact that nothing happened.
Hence, the confusion is kept alive. Fittingly – upon my return from SXSW that following Monday – I was actually informed by my colleague that a die-hard devotee such myself had nonetheless missed the show of a lifetime (a friend of a friend had found themselves face-to-face with Guy-Manuel de Homem-Christo and Thomas Bangalter #fact.) Enraged and full of self-doubt, I frantically scoured the Internet again in search of evidence…technologic proof if you will! Instead, the eerie media silence only propels my suspicion that some covert robot rocking did take place.
Perhaps in the basement of the Alamo? #notentirelyconvinceditdidnt
Photo Credit: William Hook
Mobile phone use has become pervasive in our lives – there are now 5.3 billion mobile subscribers worldwide, with a recent study showing that 3 out of 5 U.S. smartphone users do not go longer than one hour without using their phones. So, it only makes sense that advertisers are taking note and looking to connect with consumers in the places they spend the most time.
With that in mind, all of the major players are taking steps to beef up their offerings in hopes of cracking the promising mobile market. Both Facebook and Twitter have seen their mobile ad revenue surpass their web offerings. Following suit, LinkedIn recently announced that it too will soon begin to offer more mobile advertising opportunities.
At the end of the day, advertisers and Web giants alike recognize the need to sell more targeted and effective ads, and mobile is a prime opportunity to do just that. But, since mobile displays offer such a limited amount of space, the challenge becomes integrating ads in a way that doesn’t compromise the user experience.
A great example of this is Twitter’s “Quick Bar,” launched last year, which hovered at the top of screens to prominently display sponsored placements. However, after strong user complaints, this feature was quickly removed. This March, Twitter announced it would again enable mobile Promoted Tweets, but these would remain in feed and only where relevant, an obvious move to compromise with users. In a similar stroke, Facebook is now offering Sponsored Stories for mobile, which enables advertisers to place content in users’ news feeds. The social network will have to walk a fine line between inundating users and creating ROI for advertisers.
As the pressure to monetize mobile apps increases, it will be interesting to see how platforms maintain a quality experience lest they begin to lose users by cluttering interfaces.
Written by: Kristen Winzent, MKTG INC