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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

  17. 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?

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

  19. Some funny and creative short films using the platform

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

  39. Although both still have to be strong examples of storytelling.

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

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

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

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

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

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

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

  47. 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

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

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

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

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

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

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

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

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

  56. 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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

  74. 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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