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March 4, 2014 Transcript of #CommsChat on awards and events social media content

In honour of award season drawing to a close (poor Leo), we ran a #CommsChat last week looking at how brands use events like awards shows, sporting events and other major public activity to generate buzz for themselves on social media. We discussed content and platform and the ways in which a brand can gain or lose influence by participating in an existing event on social media. Here are some highlighted tweets:

  • @stevef2412  Nothing to lose? Innovative use of branding at events demonstrates creative spirit even if it is tacky; Means the brand is alive!
  • @ncardwell  T1) I sometimes think brands see latching onto a big event as an ‘easy win’, don’t think through the how/why, so often naff
  • @JeremySinger1  A perfectly timed tweet can capture the mood of the moment & earn peoples attention. This is what brands strive for!
  • @AliOtter the focus if the content should be clear but the brand and it’s social media personality should be consistent.
  • @ncardwell  T4) Apps (e.g. ‘play along’ apps for game shows) and web-based ‘live graphics’ (e.g. on sports betting sites) can be effective

See the full hour:

 

 

  1.  16h

    I’m off to find out if Leo finally wins the Oscar (no spoilers!). G’night!

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  2.  16h

    Well that’s all for tonight. Transcript up in the AM. Thanks all for participating tonight.

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  3.  16h

    that sounds brilliant! As long as the complaints were addressed too!

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  4.  16h

    Was it DHL who turned a cust serv disaster around with SoMe? Staff tweeting epic delivery stories in response to cust complaints

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  5.  17h

    MT : it works well for media brands if personalities used are good fit / established brand ex .

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  6.  17h

    agree, it is about good creative engaging content

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  7.  17h

    T6) Hopefully renewed focus on great creative (e.g. Oreo) rather than heavy-handed ‘media management’ (e.g. )

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  8.  17h

    Oreo shows just what can be achieved through 10 mins creativity! It’s a challenge to other brands to keep up.

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  9.  17h

    Last topic: How have things like Oreo and like changed brands’ social media involvement with events?

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  10.  17h

    it didn’t fit! commschat

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  11.  17h

    If you like G+ chances are G+ like you even more now they have all your personal info!

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  12.  17h

    A bad advert reflects badly on whole brand and is repeated.A bad tweet seen as a mistake that can usually be managed.

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  13.  17h

    absolutely just starting to see what it can do

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  14.  17h

    any reason why you didn’t include the hashtag?

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  15.  17h

    “: I am starting to love G+ ” … Yeah its a great tool – I concur 😉

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  16.  17h

    . and great for SEO, I imagine

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  17.  17h

    lots of opportunities because of the links to Google, can be very personal

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  18.  17h

    . Are you? Why’s that?

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  19.  17h

    T5 its a great op for a brand to incentivise and data grab through comps , giveaways & offers

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  20.  17h

    very late to join, but have to say I am starting to love G+

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  21.  17h

    “: Some funny and creative short films using the platform ” Brands should you vine more often – make it

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  22.  17h

    it really depends on the target audience. I agree is great! What are everyones thoughts on Google+?

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  23.  17h

    T4) Apps (e.g. ‘play along’ apps for game shows) and web-based ‘live graphics’ (e.g. on sports betting sites) can be effective

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  24.  17h

    T5: What can a brand gain from good exposure during such an event? What can it lose? Is that worse than just a bad advert?

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  25.  17h

    “: T4: Which platforms (maybe besides Twitter) work best? Why? ” is Great & / are great

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  26.  17h

    Some funny and creative short films using the platform

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  27.  17h

    . Here’s a bit about brands, and via

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  28.  17h

    don’t you think a consistent “voice of the brand” makes more sense than something less defined like “personality?”

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  29.  17h

    personally, I think it works better during conferences/events. Ever read our “Using Twitter for PR Events” post?

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  30.  17h

    T4: I’m loving what brands are doing on – a picture says a thousand words.

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  31.  17h

    Agree. . a really good example. Different tweeters can reflect spectrum of a brand’s focus

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  32.  17h

    T4: Which platforms (maybe besides Twitter) work best? Why?

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  33.  17h

    / about to begin The Luminaries; expecting my online time will be bit less during 800+ page Man-Booker winner read.

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  34.  17h

    “ the focus if the content should be clear but the brand and it’s social media personality should be consistent. ” Agreed

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  35.  17h

    saying that, nothing better then a ‘real life’ tweeter. switch reins quite often and effectively.

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  36.  17h

    it was a “special report” series about the “rewiring” of young people. Scary.

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  37.  17h

    Thanks for the link , I shall take a read after … Very interesting

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  38.  17h

    Agree, a captive (poss. extended) audience that you wouldn’t necessarily have otherwise

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  39.  17h

    the focus if the content should be clear but the brand and it’s social media personality should be consistent.

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  40.  17h

    “: T3: . … Yeah you have a niche audience in terms of time & interest so you have speak in that time to that group

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  41.  17h

    Social media affecting teens’ concepts of friendship, intimacy – Health – CBC News

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  42.  

     

     17h

    . Ah, to dream

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  43.  17h

    Helpful yes but not critical. Although as said it can be naff to simply jump on the band wagon:-)

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  44.  17h

    Couldn’t agree more. Suppose golden thread is content than works as 140 characters AND as a 5 min Youtube video!

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  45.  17h

    Love the biog clever idea

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  46.  17h

    T3: Does social content around major events need to differ from ‘normal’ social media content?

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  47.  17h

    A perfectly timed tweet can capture the mood of the moment & earn peoples attention. This is what brands strive for!

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  48.  17h

    HAHA seconded.

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  49.  17h

    Great example! Just clicked on profile for first time after reading your tweet…love the twitter bio!

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  50.  17h

    Although both still have to be strong examples of storytelling.

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  51.  17h

    . Do you think it helps when a brand is somehow related to that event? Bisquick tweeting about for example?

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  52.  17h

    . engaging young folks on social instead of encouraging them to read books and/or learn about empathy….

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  53.  17h

    T2 on vid it states the Ford explorer launch on FAcebook got more traffic than the SB ad

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  54.  17h

    I think you’re right. The immediacy of a tweet and the ability to instantly search for it makes a difference.

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  55.  17h

    Disclosure: Yes I work for them!

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  56.  

     

     17h

    Example: BT. Tweets from show fun, human, authentic side to otherwise potentially tech heavy personality

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  57.  17h

    Absolutely, tweets now seem essential if you want to be part of the instant coverage of / reaction to an event

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  58.  17h

    . And rarely does the media quote an advert when they’ll often point to tweets in news stories

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  59.  17h

    T2) I wonder if the ‘long tail’ of social is getting > than that of TV ads? I re-read tweets after events, rarely re-watch ads

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  60.  17h

    . I suppose even Sainsburys’ fantastically punny fish convo with a customer could count too?

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  61.  17h

    Yes. It’s more effective when it’s done away from big events though. Take the jaffa/yorkshire tea etc convo.

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  62.  17h

    T2: Is social content as effective as advertising? Superbowl ad costs $$$ + a tweet costs nothing. Is that reflection of worth?

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  63.  17h

    “: how do we explain the success of Oreo Just great creative? ” …. It was just great thinking I reckon 😉

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  64.  17h

    People make brands authentic. Trying to think of a good example

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  65.  17h

    partially agree. But MasterCard did take a bit of a battering for targeting the wrong journo in the wrong way.

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  66.  17h

    Giddiyup!

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  67.  17h

    . Can brands harness authenticity?

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  68.  17h

    Individuals certainly feel more genuine. That’s where brands often get it wrong, no authenticity.

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  69.  17h

    So then, all, how do we explain the success of Oreo, and others like them? Just great creative?

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  70.  17h

    T1) I sometimes think brands see latching onto a big event as an ‘easy win’, don’t think through the how/why, so often naff

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  71.  17h

    Nothing to lose? Innovative use of branding at events demonstrates creative spirit even if it is tacky; Means the brand is alive!

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  72.  17h

    I suppose provide another way of engaging with and incentivising the folk out there in consumerland

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  73.  17h

    Individuals are often better. Ellen tweeted selfies thru the Awards last night. But then, if you have Brad Pitt in your photo…

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  74.  17h

    As points out, brands aren’t the smoothest operators when trying to do this. But occasionally, they do succeed , no?

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  75.  17h

    Will be taking part in on social media around big events e.g. for next hour. Take part via the hashtag.

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  76.  17h

    . That’s true! Have forgotten about second-screen apps. How do they help brands in this context?

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  77.  17h

    Hi! I think it’s a bit naff most of the time. It does depend on the brand and the event though.

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  78.  17h

    Brands succeed by obsessively customer-centric so bringing the brand to the customer’s front door in a creative way makes sense

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  79.  17h

    “: ” – There are some great apps like and of course new TV Twitters advertising tool 😉

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  80.  17h

    In the past we’ve seen content as fantabulous as Oreo’s Superbowl tweet, and as awful as . Where do you sit?

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  81.  17h

    I can’t join in tonight, but happening now. Everyone welcome – just use for next hour. Topic

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  82.  17h

    So share your thoughts on awards and branded content. Is it tacky or brilliant to glom onto an existing fanbase?

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  83.  17h

    Our first topic: How can brands make use of major events through social media content?

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  84.  17h

    If you want to take part, just follow the tag, and don’t forget to include it in any of your own tweets!

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  85.  17h

    So we’ll examine , social media, virality, Oreo, MasterCard, and much more over the next hour

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  86.  17h

    Evening I’m Tim Elliott … Nice to tweet you 😉

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  87.  17h

    : looks at all aspects relating to communications, When: Mondays, 8:00pm UK.

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  88.  17h

    Evening all, Brittany here. I’m hitting pause on the Oscars (one night late) to be here with you all so no spoilers please!

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