Create Live Events on Different Social Media

Branding and Marketing

Remember the first time you took out your phone to vote for your favourite reality TV contestant as the show played live? I felt excited. I felt Iike I was one of the gods deciding the fate of people behind the screen. Now, brands and ordinary people could do it on various social media platforms- free of charge.

1. Twitter: Live-Tweet Reporting

First Live-Tweet From Space Source: Social Media SEO

First Live-Tweet From Space
Source: Social Media SEO

This is the simplest of all live social media events. Nonetheless, there are some things that you should take note of while doing this.

  •  Announce Live-Tweet reporting before the event
  • Create a hashtag for the event
  • Develop a pattern by posting a tweet every set time interval
  • Aim for quality tweets, not quantity tweets
  • Get your facts straight, or expect some shots to be fired

2. Instagram: Instawalks

Instawalks are pretty similar to Live-Tweets, except that you report an event by uploading geo-located photos instead of tweets. Warby Parker, a hipster eyewear label, did this by inviting people to chronicle their journey from the company HQ to the rooftop of Gansevoort for free drinks. Attendees tagged those photos with their spectacles and the hashtag #warbywalk.

Photos from Warby Walk featuring the Warby Parker spectacles

Photos from Warby Walk
Source: Brandhook

3. Facebook: Facebook Live Video

Treat your fans to a live show on your Facebook Page for free. Videos from famous people will also be posted on the website.

President Obama on a Facebook Live Video. Screenshot taken from Facebook Live Website. Date: 22 October 2014

President Obama on a Facebook Live Video
Screenshot taken from Facebook Live Website (22 October 2014)

Also consider Q&A segment where your audience can tweet their questions and place a unique hashtag in it. Selected questions could then be answered during the live broadcast. This gives you social media coverage on both Facebook and Twitter. Double win!

4. Pinterest: Pinterest Mosaics and “Live-Pinning”

To be honest, Pinterest Mosaics are not exactly live events that engage directly with people. It is simply having a team posting on Pinterest simultaneously such that trippy mosaics form on people’s screens. Have a look at how UNIQLO did it.

Alternatively, you could do “live-pinning” to provide users with new ideas as an event unfolds. Just take the cue from Christine Martinez who “live-pinned” a photo shoot for fashion brand Calypso.

5. Google+: Google Hangouts on Air

Select some of your loyal fans to have a meet and greet session via a Google+ Hangouts. This allows you to meet people around the world simultaneously. The video would also be automatically uploaded on your YouTube Channel. Check out TONI&GUY Hair Meet Wardrobe Tutorials on Google Hangouts Live.

If you have any other ideas for Live Events on Social Media, feel free to let me know by placing a comment below.

The Long-Tail and 6 Weird Social Networking Sites

Branding and Marketing

Mention “social networking” to any marketer and one would probably think of sites like Facebook, Twitter or LinkedIn. Fair enough. These are the usual sites most people flock to. But how about the thousands of other social networking sites that do not have millions of users?  Should we ignore them?

According to Anderson’s long-tail theory, the answer is no.

In a nutshell, the long-tail theory suggests that the economy in the 21st century is no longer focused on the “hits” that typically make up 80 percent of sales. These days, more focus is placed on the “long-tail” of niches that target a narrow audience.

Instead of going for the mainstream audience on Facebook, consider marketing to users from this list of peculiar social networking sites. A word of warning though, this list may be a little too unusual for your liking. But you get the drift- look beyond mainstream social network sites to connect with customers.

1. REM Cloud

Screenshot taken from REMcloud Website

Screenshot taken from REMcloud Website (19 October 2014)

Simply type in your dream from last night and connect with others who have similar dreams worldwide. This site allows you to discuss dreams with others and view global trends of dreams.

Users: People who like interpreting their dreams. Currently, there are 1,426,068 likes on the REMcloud Facebook page.

Good for marketing:

  • Any business that sells sleeping pills, mattresses, and/or pillows
  • Clairvoyants who interpret dreams
  • Dreamcatchers

2. Red Karaoke

Screenshot taken from Red Karaoke Website

Screenshot taken from Red Karaoke Website (19 October 2014)

If you are self-conscious about singing in public with your less-than-radio-worthy voice, join Red Karaoke and sing with other average singers like yourself!

Users: Aspiring karaoke singers. Currently 7,995 likes on the Red Karaoke Facebook page.

Good for marketing:

  • Singing classes
  • Actual Karaoke lounges

3. Dogster

Screenshot taken from Dogster website

Screenshot taken from Dogster website (19 October 2014)

This online dog paradise allows dog lovers to play dog-themed games, read dog-related articles and adopt their own dog. But perhaps the most amusing function is that users can write a blog pretending to be their dog and send other dogs (read: other users pretending to be their dog) “Paw mail”. Check out catster if you are more of a cat person.

Users: Dog lovers, obviously. Currently, there are 155, 548 likes on the Dogster Facebook page.

Good for marketing:

  • Dog Cafes
  • Pet shops
  • SPCA campaigns

4. Fubar

Screenshot taken from fubar website

Screenshot taken from fubar website (19 October 2014)

Welcome to the coolest virtual club where you can meet people without paying for drinks or getting hangovers. Feel free to get that cute guy or girl wasted with virtual drinks, and chill out at their virtual lounge afterwards. There are also games, chat functions, and a button where other users can rate your attractiveness. The best part? People are only allowed to rate you an 11.

Users: The usual people you see at wild bars. There are more than 10,000 monthly users.

Good for marketing:

  • Sleazy bars and clubs
  • Cheap beer brands

5. Ugly Schmucks

Screenshot taken from ugly schmucks

Screenshot taken from Ugly Schmucks (19 October 2014)

Tired of getting turned down because of your looks? Cheer up, because Ugly Schmucks allows you to date other ugly people who can empathise with you. Although it sounds like a reject-club, I realised that these people are not particularly ugly and have less off-putting opening lines than what you would find on Tinder.

Users: People who think they are ugly schmucks.

Good for marketing:

6. Darwin Dating

Screenshot taken from Darwin Dating

Screenshot taken from Darwin Dating (19 October 2014)

The opposite of Ugly Schmucks. Darwin dating is based on Charles Darwin’s principal of natural selection where good-looking people should only date good-looking people to further good genes. Not sure if you qualify? Take their Chimp calculator test or take a look at this list of what is banned.

Things banned at Darwin Dating: Saggyy boobs, sweat patches, weird pubic hair, pocket protectors, Weird pubic hair,  Mullets,  Fishnet stockings,  Fat rolls, Acne,  Out of proportion noses,  Non-symmetrical faces or bodies,  Red hair and too many freckles , Hair in the wrong places on women,  Too much hair in the wrong places on men,  Pasty skin,  Patchy skin, Large ears,  Lack of personal hygiene,  Out of date fashions,  Out of date hair styles (especially perms), Large hips (men), Small jaws (men),  Teeth that aren't straight , Teeth that aren't white, Uncared for fingernails,  Bald patches (men, but particularly, women),  Facial hair (women),  Long back hair (men),  Anyone with a middle part,  Ear and/or nose hair,  Crooked or webbed toes,  Webbed fingers or toes Bent essential anatomy (men)  Oversized essential anatomy (women),  Lack of visible skin between eyebrows,  Mid-digital hair,  Ski jump noses,  Wobbly upper arms,  Hairy feet,  Large gaps between teeth,  Overuse of bright blue eyeshadow

Darwin Dating Rules
Screenshot taken from Darwin Dating (19 October 2014)

Upon signing up, you would need to wait 12 hours before your photo is approved (or rejected) by other members.

Users: Narcissists looking for other narcissists.

Good for marketing:

  • Shavers
  • Teeth whiteners
  • Gym clubs
  • Anything that makes people more “hot” and less “chimp”

If you know anymore interesting social media sites, feel free to share them in the comment box below!

A Brand Personality Guide

Branding and Marketing

Many psychologists measure people’s personalities on the following “Big Five” personality traits.

  • Extraversion
  • Agreeableness
  • Conscientiousness
  • Neuroticism
  • Openness

In 1997, Jennifer Aaker formulated a parallel set of “Big Five” brand personality traits.

  • Excitement
  • Sincerity
  • Ruggedness
  • Competence
  • Sophistication

The following is just a brief guide to identifying and reinforcing your brand’s personality.

Brand Personality Guide

1. What is your brand’s main selling point

No one personality is “better” than the other. What is important, however, it that the personality fits the main selling point. For example, a sophisticated brand personality is more suited for wine while a rugged brand personality would fit a tyre company. Try sticking to just one personality. Trying to sell too many “main benefits” may turn your brand into a forgettable Jack of all trades. You can use the following as guide to select and/or identify your brand’s personality.

Personality Main Selling Point
Excitement Uniqueness, novelty
Sincerity Friendly customer service
Ruggedness Durability, practicality
Competence Top rankings, long established history, expertise
Sophistication Refined quality, social status

2. Copy

The brand’s tagline and advertisement copy should reflect your brand personality. For example, a brand that wants position itself as competent often has a tagline that says “Since 1947” or “The World’s Leaders in Management.” Meanwhile, a brand that wants to appear sincere may adopt a tagline which says something like “Always here for you.

3. Visuals

Design Shack shows how different design elements can create different impressions. One should create a style guide to ensure consistent color schemes, typography and images used. I found the following infographics very useful in selecting a style guide.

Colour Emotion Guide

Color Emotion Guide by The Logo Company

The Psychology of Fonts

The Psychology of Fonts by Weems

4. Selecting complementary brand associations

Once you have decided on a personality, it is important to make that personality strong. You can do so by selecting other brand associations like a spokesperson or an event that complement your brand personality.

© Lois Poh, 2014. Unauthorized use and/or duplication of this material without express and written permission from this blog’s owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Lois Poh with appropriate and specific direction to the original content.

5 Basic Ways to Boost Social Media Interaction

Branding and Marketing

1. Find out when is the best time to post a message.

Control the urge to post everything the minute you have a new update. Instead, carefully select the best times to do so. This nifty infographic sums up the best (and worst) times to post a message.

Best and Worst Times to Post on Social Networks

Courtesy of: Social Caffeine

However, a Buddy Media Report shows that the “best timings” differ across industries. For a more customised approach, Beth Cooper suggests 4 ways to find the best time to tweet.

2. Competitions

In general, competitions help generate free content, online engagement and gain new fans. Recently, brands got creative with novel contests such as Red Bull’s Timeline Scavenger Hunt and The Lego Movie’s Lego Movie Skit Competition.

The Lego Movie Skit App

The Lego Movie Skit App

3. Encourage Audience Stories

Sharpie is a fine example of this. On top of encouraging customers to showcase their sharpie art, they feature a “Fan of the Week” on their cover page. With that, I just became a fan.

Sharpie Fan of the Week

Sharpie Fan of the Week

4. Polls

Mountain Dew did it the DEWmocratic way by getting fans to vote for a new flavour.

Polls are also a fast and easy way of getting feedback. Some poll tools recommended by social media strategist Jeff Bullas include Poll, Polls for Facebook, Poll Daddy, and Cup.li.

5. Tag and You’re It

Despite all the controversy and flak it got, it is hard to deny how hugely successful the ALS Ice Bucket Challenge was. People had fun, got creative, and raised awareness for a disease. But one of the less obvious factors to its success was the fact that people were tagging their friends to do it. A relatively unknown company is unlikely to persuade an apathetic public to create content. On the other hand, close friends are able to peer pressure you into doing absolutely stupid things. Enjoy one of my favourite Ice Bucket Challenge videos.

© Lois Poh, 2014. Unauthorized use and/or duplication of this material without express and written permission from this blog’s owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Lois Poh with appropriate and specific direction to the original content.