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Emotional State of Football Fans
Throughout tonight’s game, fans of Denver and Seattle took to Twitter to share their excitement or anguish over their beloved teams. When were they jumping with joy or start reaching for the nacho’s to bury their misery? To find out, we measured overall tweet volume, emotional keyword volumes and sentiment to gauge the emotional state of the fans and how it trended over the course of the game. Here’s what we found:
7 Real Time Marketing Rules to Remember This Super Bowl Sunday
Whether you’re watching Super Bowl XLVII this Sunday to tune into the game, the commercials or just because everyone else is doing it, many of us will pay as much attention to the game as to what’s happening on social media via our beloved mobile devices. Access to social media through mobile devices has recreated the viewing experience as brands listen and talk to customers while they look for that crowning moment to connect with their audiences.
The real time marketing (RTM) phenomenon became a marketing trend during last year’s Super Bowl when Oreo quickly capitalized on the blackout with their “Dunk in the Dark” tweet. Another more recent example occurred just last Sunday when Arby’s (among other brands) responded to Pharrell’s fashion accessory at the Grammys. These are some the most memorable and successful examples of real time marketing, however, as Tumblr’s blog “Real Time Marketing Sucks” illustrates, not every brand is able to capitalize on real-time opportunities (see: RTM Sucks and Brands That Struck During the Great Gmail Outage of 2014).
Why are some brands unsuccessful with this approach? It often comes down to timing, resources and guard rails. Like all good communications campaigns, the ability to respond to a situation doesn’t happen spontaneously; there’s plan in place long before the event happens, there’s consensus on what should and should not be talked about, and how it aligns with the brand. It’s important to remember that more often than not, attempting to respond to an unexpected situation when there’s already a lot of noise can go unnoticed or is unsuccessful. And, this can happen for a number of reasons, whether the message did not resonate or it did so in a negative way.
So, while you may be eager to capitalize on something that happens during Sunday’s big game, consider these seven tips:
Have your coaches on the sidelines. If you’re planning to leverage a national event as an opportunity to engage with fans, make sure you have the right people on the sidelines. Real time marketing takes monitoring, experts, content creators and brand experts working hand in hand.
Reference your playbook. You likely already have a content strategy and calendar that includes the key themes and topics you plan to share with your community on a monthly basis. Revisit it prior to the game and see if there are any topics or posts that have relevance to the game. If so, share it but don’t force it.
Make smart investments. Discuss a budget ahead of time so that if your post does garner organic attention you can quickly boost your post with social media advertising in an effort to fuel the conversation and amplify your message to a wider audience.
Remember why your audience is a fan of your brand. Your fans and customers follow you because of the way you listen, respond and engage with them; sharing updates, asking questions and providing them information that makes their lives better/easier. Sunday should be no different.
No unsportsmanlike conduct. Every other day of the year, you follow social media best practices and guidelines for authentic engagement online. Super Bowl Sunday should be no different. If you think your post could be offensive, then it probably is. Remember to play nice.
Legalities behind the game. It’s very important to remember that any mention or usage of “Super Bowl” or team logos, colors, names and other NFL trademarks without consent could get you into trouble. If you’re not sure what’s safe and what’s not, please check with your legal team to make sure you’re in the clear.
Winners & losers. When it comes to real time and social marketing, Super Bowl XLVII will have multiple winners and (unfortunately) losers. As you consider your go forward plan, remember not to try too hard. The winners of this year’s Super Bowl will be those brands that are responsive, not reactive, clever and thoughtful of the unexpected nature of the game and festivities. The losers are brands that forget their voice and say something just to be there.
At the end of the day, it’s important to remember that you need to be flexible and most of these moments can’t be planned in advance. RTM is often personal and happens in real time for a reason.
WestJet Pulls Off a Brilliant Viral Marketing Campaign
WestJet has just won the hearts and attention of the internet with this heartfelt holiday video where they surprised customers by delivering their Christmas wishes at their final destination.
Read more here.
Twitter Launches Custom Timelines Letting You Choose and Arrange Custom Tweets
Twitter will let you create custom timelines based on topics, hashtags and more from Tweetdeck. Twitter is also providing an API to allow developers to build this functionality into their products.
This will allow people to create powerful streams of information out of Twitter’s public firehose, effectively allowing anyone to curate individual streams of data tailored to a topic. The topics could be literally anything that’s contained in a tweet, including hashtags, a phrase like ‘drinking coffee’ or event-specific keywords like ‘Superbowl’ or ‘TC Disrupt’.
This means that when the conversation around an event or topic takes off on Twitter, you have the opportunity to create a timeline that surfaces what you believe to be the most noteworthy, relevant Tweets.” Every timeline will have its own permalink page that you can refer users to on Twitter.com. That makes it easy to share and shuffle them around and refer people to them. They’re also completely embeddable.
Twitter offers a host of examples of people already using the timeline, and those spell out exactly what Twitter hopes to see it used for including TV shows, live Q&A sessions, ‘Twitter playlists’ and sporting events.
Infographic of the Day: Research, Writing in the Digital Age
Plenary @kzickuhr, Research, writing, and research in the digital age #eduiconf #sketchnotes pic.twitter.com/a7Nsw7C7Od
— Rebecca Blakiston (@blakistonr) November 4, 2013
More People Getting News from Facebook and Twitter
Pew released some new numbers on how people consumer news via Twitter and Facebook. The show an increase in people getting news from social networks via mobile devices. It’s a good follow up to our news consumption study published earlier this year. This study breaks down what people consume by time/device/network/news type. http://www.mww.com/white_paper/get_white_paper/media-by-the-numbers-the-changing-landscape-of-the-news-consumption-cycle
Teens: Twitter Most important; Facebook Most Popular; Instagram Gaining on Both
Don’t confuse most popular with most important. Piper Jaffray’s latest annual semi-annual report on the habits of American teens found teens now rating Twitter the most important social network even though more of them use Facebook. Here’s the data (via HuffPost) and the link to the full report.
More insights at Huffpost here.
Is PR torn betweet media relations and social media?
We recently conducted a survey of senior PR pros to find out how they divide up their time between media relations and social media, including content creation and marketing. The results indicate that time has to be carefully balanced between both with media still being most important for crisis management. Here are the topline results with a write up at PR News here http://bit.ly/19Yu93Y
Foursquare Opens Up Its Self-Serve Advertising Platform To All
After a long time in closed beta, Foursquare announced today that they are opening up their self-serve ad platform to all businesses. There are currently two choices for ads – one type that allows businesses to have their location show up in relevant searches with the second option providing visibility on the Foursquare home screen.
You've Been Bitten! Our Tweet-Powered Tweeting Dead Game
Watching and tweeting about The Walking Dead just isn’t enough for a group of hardcore MWW fans. So, starting with a core creative concept, they formed an MWW Innovation team to think about how they could properly show their love by gamifying the twitter conversation. And so The Tweeting Dead was born.
Working with technology partner Ideation, we quickly went from a core creative concept to a live tweet-powered Zombie game in a matter of days. The game visualizes the top fan tweeters by Zombie size and lets you kill them by tweeting at them .
So follow us at @tweeting_dead, tweet the dead on Sunday night using #tweetingdead, and kill a zombie with a tweet at http://tweetingdead.com.
Twitter Now Now Let You Watch and Record Live TV
In a just-announced partnership with Comcast, Xfinity TV users will have the ability to use the Twitter “See It” button to watch or record live TV on their set top box.
The technology will only work with NBCUniversal shows for now and is a huge win for Twitter as they look to increase their advertising revenue as well as embrace second-screen usage.
Read more at TheNextWeb
This Viral Video Promo for "Carrie" is the Best Thing You'll See All Day
To promote the upcoming remake of “Carrie,” an elaborate prank was pulled on coffee shop customers that thought they were witnessing a girl with telekinesis powers having a meltdown.
Read more here.
25 Social Media Tools
A good quick view at some of the more common platforms and tools used to manage social media work. (note: this is not an endorsement of any of them. Click to view:
Facebook: Where Big Data Meets Psychology
We usually look at word clouds as conversations based on a media category or topic. Some researchers produced similar data from Facebook posts but cut it by personality trait and demographic profiles. So, for example, we can see what words and topics are most associated with 23-29 year olds on Facebook. We already do very similar research at MWW as it’s important to understand what resonates with targeted audiences on Facebook, so it’s interesting to see academic researchers doing the same. Here’s one example and more via the link below.
http://www.businessinsider.com/facebook-study-on-language-and-personality-2013-10
Gotta Love How Netflix Combines Great Tech, Creative and Breaking Bad
The Netflix Twitter app called Spoiler Foiler is a great example of creative use of technology to join a conversation – in this case, a conversation about staying away from conversations. Check out how they can help you make sure you don’t read Breaking Bad spoilers. (http://www.spoilerfoiler.com/)
What If You Could Change the Rooms Environment Based on a TV Image
Watch this video of a proof-of-concept product from Microsoft called IllumiRoom. It changes the area surrounding a television by projecting a visualization. No more boring PPTs…(read on for more info).
From their description:
Peripheral projected illusions can change the appearance of the room, induce apparent motion, extend the field of view, and enable entirely new physical gaming experiences. Our system is entirely self-calibrating and is designed to work in any room.
IllumiRoom uses a Kinect for Windows camera and a projector to blur the lines between on-screen content and the environment we live in allowing us to combine our virtual and physical worlds. For example, our system can change the appearance of the room, induce apparent motion, extend the field of view, and enable entirely new game experiences.
Our system uses the appearance and the geometry of the room (captured by Kinect) to adapt the projected visuals in real-time without any need to custom pre-process the graphics. What you see in the videos below has been captured live and is not the result of any special effects added in post production.
http://research.microsoft.com/en-us/projects/illumiroom/
How Brands Are Embracing Big Social Data
Big social data is allowing companies to go much deeper into simply monitoring for brand mentions. Massively advanced data sets are allowing brands to insert themselves into many conversations that go above and beyond those that simply mention their product/service and can develop deeper relationships with customers and influencers.
Real-time social data lets brands identify an important trend, insert themselves into that trend, and measure the impact of that trend in ways that were never possible before now.
Read more here.