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Peyton Manning, the NFL and a city winning on social media

Omaha!

Omaha, NE, has a great zoo, hosts the College World Series, is the hometown of Warren Buffett… and was mentioned dozens of times on Sunday.

Social media are excellent if you’re a sports fan (full disclosure: I am one).

One of the great things about social media – and especially Twitter – is that fans can connect with other fans in real time, as they watch the games. This makes for some incredible fun, as celebrities, other athletes and your buddies all react to that play you just saw on TV.

Other times, though, sporting events provide brands with an incredible opportunity. During last year’s Super Bowl power failure, Oreo capitalized and earned millions of dollars of publicity and acclaim for one simple tweet.

During the AFC playoff game between the Denver Broncos and the San Diego Chargers, one midwest city got more publicity than it could have paid for over a year, all because Broncos quarterback Peyton Manning has a love affair with the word “Omaha.”

Manning is known for yelling various “code words” when his team is preparing for a play. Some of these words tell his teammates to adjust to something the defense is going to do. Some of them are nonsense. One of them – a word Manning has been yelling for years – could be heard again and again on TV. Twitter took notice, with fans, writers and famous folks tweeting about the Nebraska city’s clear appearance on the broadcast. (In case you were wondering, Manning says Omaha all the time, but the playoff broadcasts usually have more cameras and more microphones, so on-field sound was more audible than usual.)

As the Omaha craze grew, the city’s visitors bureau decided to get in on the fun with this tweet:

This simple tweet tore through the Internet, with thousands of retweets and favorites, along with dozens of articles appearing online regarding the tweet and Manning’s propensity for mentioning the city.

This is a prime example of a brand taking advantage of an opportunity. Sometimes, it’s not the big campaigns that earn all of the results. It will be interesting to see if the Omaha bureau can capitalize on this success – especially with the Broncos still in the playoffs this weekend against the New England Patriots. During the offseason, it would seem to be a great opportunity to connect with Manning to promote the city. Either way, Omaha needs to leverage this attention with more tweets and information on the rest of their web presence.

And in case you were wondering, “How many times did Manning really say it?” Here’s a video of all 44 mentions during Sunday’s game.

Making Facebook friends with Applebee’s

Applebee's

Mmm, chicken tenders.

The subtitle of this post should be “A reminder that engagement doesn’t just happen.”

This story of journalist Chip Zdarsky and his long, funny relationship on Facebook with the local Applebee’s is well worth the read. The interaction between Zdarsky and the local eatery is funny and positive, and kudos to whoever is doing the social media for the restaurant for staying on message and trying to promote the Applebee’s brand throughout the exchanges.

However, the big takeaway from the article for social media marketers can be seen in this quote from Zdarsky:

I started digging deeper on the page and noticed it was, well, pretty barren of comments. It just seemed like whoever was in charge of their social media kept putting up new photos and trying to engage conversation and was left with a whole lot of nothing.

The person running social media for this Applebee’s did an admirable job of trying to bring people to the restaurant’s account, with little return on their time. So the question has to be “could they have done something different?”

In short, yes.

One of the biggest misconceptions of social media management is that engagement comes automatically from asking questions of the audience and letting the magic happen. In reality, most people who follow a brand’s page are looking for three things: News, deals and customer service.

Brand pages that have a mature, established audience can add question or poll posts to their strategy and get engagement. The goal of a post such as “Our Three-Cheese Penne goes great with ___ for a perfect Pick ‘N Pair combo” is to get users not only answering but debating. User X loves one dish and comments about it, while user Y loves something else. They (and others) begin to debate the merits of their favorites, and the restaurant gets a ton of positive feedback with little effort. In the end, each user is more likely to go to the restaurant and order a new dish.

Followers of this local restaurant – rather than the Applebee’s corporate brand page – are most likely looking for daily deals and coupons. To build engagement, this page might need to understand that communication is going to be more one-way than not for a while. And that’s OK.

(Side note: Question posts were horribly ineffective during my time at Princeton University, and many financial services companies find that asking open questions can backfire more often than not.)

The goal of any social media presence is, in the end, to get more money in the coffers and more people in the business. Not every Facebook page is going to be Starbucks or George Takei, where every post earns thousands of likes, comments and (most importantly) shares.

Success is engagement. If that means changing course midstream, it’s always worth a shot. Either that or get some publicity from Buzzfeed and The Atlantic. No problem, right?

If your business is looking for the right strategy to build a successful social media presence, contact us at Shea-Cahir Consulting today.

Comedy is difficult… especially on social media

Twitter

Think before you tweet.

By now, you’ve read about “The Tweet Heard Round the World,” by public relations executive Justine Sacco. It’s pretty short and sweet.

Going to Africa. Hope I don’t get AIDS. Just kidding. I’m white!

The outrage related to this is well-placed. It’s racist, classist, really inappropriate, and just plain stupid.

However, there is a more business-related reason that Sacco was fired, and it provides a lesson to all companies.

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On soccer, Twitter and brand management

Soccer and Twitter don't always mix.

Soccer and Twitter don’t always mix.

I love soccer. It ranks third on the list of things I love, after my kids and my wife. It even lands above social media. But if you talk about social media and soccer, well, I just can’t resist…

Twitter is a tough platform for brand management. When I ran social at Princeton, we walked a tight line between when we would engage with a negative commenter/tweeter or when we would leave them alone. We rarely deleted content, and we only blocked two users in my two years there.

Companies need to have a playbook for how they will handle negative feedback. Some are excellent, and some become the debacle that was Amy’s Baking Company in Arizona.

One thing people – especially known people – forget is that they must act for the betterment of their brand. Sometimes, defending yourself on Twitter isn’t worth it, which can be a lesson to all brands and businesses.

To wit, the tale of Sports Illustrated writer Grant Wahl.

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A risky but ingenious social media response

Responding to negative comments on social media is a risky proposition. Most people either avoid diving in or they do it wrong. When I was at Princeton, we engaged most people and tried to get to the bottom of the negative response, but sometimes that just won’t work.

Facebook done right.

Facebook done right.

This customer, and the response from the company’s COO, are an amazing example of customer service and brand management online. This was a risky response, but in this case, the tone and sincerity were perfect, and the company gained more customers than it would have by leaving the one angry customer’s post alone. My favorite part:

Your voicemail stated ‘it is the holidays, you should be working’ and your email stated, ‘Instead of doing my Christmas cards and enjoying the holiday spirit I was dealing with this.’ Perhaps you need to spend a bit more time embracing the holiday spirit. You see, my employees were home with their families doing their cards, baking cookies, etc. Family first, product second.

Well done. Well done, indeed.

Staking your place when the stream’s current rushes by

Trying to catch the best tweets, posts and pics.

Trying to catch the best tweets, posts and pics.

A short post today, but an important one.

Life is getting tougher for online marketers and brand managers. The days when friend numbers doubled monthly and followers clicked on every tweeted link are going away. And quickly.

I don’t think things are quite as dire as this report from The Atlantic would have you believe, but there is one really salient point in the article:

This is the strange circumstance that obtained in 2013, given the volume of the stream. Regular Internet users only had three options: 1) be overwhelmed 2) hire a computer to deploy its logic to help sort things 3) get out of the water.

As someone trying to make the stream work for my clients, this reality reflects a strategic tenet I’ve held for a long time: Quality outweighs quantity every time.

The days of being able to tweet 40 times a day to build a following are gone. So, too, are the days when tagging and SEO and SMO were a magic search elixir. The stream is judgmental. It has filters. Some from users, and more from distributors. The point is, your social media content has to be better than ever.

None of this is to say that social media is impossible. Far from it. At this point in social media’s evolution, however, the work needed to create quality, engaging content, is more important than just handing it off to whoever has 10 minutes free. Social media needs to be treated with the same importance as print, radio and TV were before them.

Free Guaranteed Success! and other social media sales myths

That headline sounds great, but what's hiding when I click through?

That headline sounds great, but what’s hiding when I click through?

My wife and I don’t argue about much, but there is one thing that has driven a wedge between us recently: grilled-cheese sandwiches.

She cooks hers differently than me, and I apparently do it “wrong.” While we might never agree on the method for grilled-cheese success, we can both agree that there are many methods (mine it totally the best) that can end up perfect for a person’s taste.

Such is the way with social media. Anyone who says there is a perfect template for “writing the perfect blog” or “hitting a viral home run” is really just trying to sell you something. Sure, they might have some good tips, but if everyone wrote the same content in the same way, wouldn’t that eliminate the unique-ness of all content?

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Great message for social media

Love this. I wonder if Pantene is targeting Pinterest users (84% women) with this, as well. If not, they should be.

Cracking the social media news feed code

Choosing the right words makes a difference on social media.

Choosing the right words makes a difference on social media.

If you run a business with a website, you’ve either spent some time or money on Search Engine Optimization. It’s actually quite a simple concept: You add tags to blog posts, you write headlines that include keywords, you work on something called metadata, and BOOM you’re content is on the first page of Google when people search for your industry.

It would appear that Twitter and Facebook are moving toward a more SEO-like world with the changes in their news feeds.

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Use social media for good, not evil

Everything on the Internet is true, isn't it?

Everything on the Internet is true, isn’t it?

Did you know “The Bachelor” was still on the air? Neither did I.

Building brand awareness through social media is a tricky proposition. If you look like you’re trying too hard, the social media audience will often shut you out. On the other hand, most brands can’t expect that people will just magically show up.

Then there is the case of producer Elan Gale, whose Thanksgiving social media hoax proved the old axiom that “any publicity is good publicity.” Not to sound cynical, but this ruse was both despicable and genius. It’s just too bad he didn’t use his social media powers for good and not evil.

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The best four-letter word: Free

Your wallet doesn't have to be full to create winning social media content.

Your wallet doesn’t have to be full to create winning social media content.

By Ian Shea-Cahir

One of the biggest obstacles to social media success for many businesses is perceived cost. This belief is rooted in the idea that big companies have massive agencies working for them, and if my company can’t meet their production values, I shouldn’t even try.

This belief in the social media world is patently false. One of the best things about social media is that quality wins the day. If your message resonates with users, it will spread, and it will be successful. Even if it’s created with a smartphone and free editing software.

The message is the key. A company that doesn’t have a clear voice and doesn’t have a clear plan for its content will lose potential users/followers/clients based on that point alone, no matter how shiny and polished their presence is.

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