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Marketing With Vine

Marketing With Vine

 

Vine marketing social

Image courtesy of: flickr.com/photos/esthervargasc/9775763965

 

Vine is growing in popularity, it is a mobile application that enables users to capture and share short looping videos of 6 seconds or less. Due to its brevity, it has led to a creative genre of media and is quickly emerging as a viable marketing tool for brands.

With the high creative potential for Marketers to utilize Vine, here are 5 tips that we recommend:
TELL A STORY – 6 seconds is plenty of time to tell a story with a beginning, middle and end to ensure people are fully engaged.
KEEP IT SIMPLE – Simple concepts are the most effective.
PROMOTE – Try saying something new about your brand to your audience.
HAVE FUN – Or at least make your video look like you are having fun!
USE AUDIO – This is obvious.

Furthermore, Vine has resurfaced a conversation about copyrights and infringement that began when hip-hop exploded into the mainstream. With hip-hop came the art of sampling; borrowing bits and snips from other songs and including them in new instrumentals to be rapped over. Similarly, Vine allows users to create their own original works, whilst making it possible to sample recorded and copyrighted material. But the questions is does this constitute as copyright infringement?

We would love to hear your thoughts and don’t forget to tweet us your vines!

 

Looking Vine: New App Is Growing On Social Media Users

unnamed (1)Another month, another new app. This latest one, however, may just be a sleeping giant. The Twitter-backed Vine allows users to record six-second long clips and upload them instantly to social media.  Think tweeting, but in video form. Released last month, Vine already has a thriving support base and plans are afoot to launch a version for Andriod.

The basis of Vine is very simple. You simply launch the app, press the ‘create’ button and record away; there is no play/pause button, nor an opportunity to edit or ‘scrub’ the clip. Once recorded, you upload to Twitter and wait for great fanfare.

Not only is Vine a fun app to share amongst friends, the potential for brands is huge. In short, it’s another social media opportunity for marketers. The likes of Gap and Malibu have already shared their first Vine video, and the simple nature of the app means that creativity and quirkiness are key.

Social Video has never been an attractive feature for social media users. People prefer a simple tweet or a Facebook status to share their thoughts and whereabouts. Vine is threatening to change all that. Instead of tagging your location on Facebook, for example, a Vine user may rattle together a very brief clip detailing what they’re up to.

From a brands point of view, Vine can be used to great effect. Behind the scenes, clips are a popular way of creating more intimacy and interacting with your audience. Although six seconds may be a brief time-limit, it’s more than enough time to show off your product, and so it’s up to brands to decide how best to present themselves.

Pretty soon, we may not be able to walk down the street without passing someone Vine-ing away, but the potential for exposure is great and so it’s undoubtedly worth keeping an eye on.

 

‘Appy times ahead for video

I can’t quite believe that it is May already; it seems only yesterday we were rounding up the digital developments of 2011. We’re nearly halfway through 2012 and there have already been significant changes in the digital landscape.

The news that Facebook bought popular photo app Instagram followed suit of social networks in 2012 turning more and more visual. We have had the rise in popularity of virtual pinboard Pinterest, the transition to the more visual Facebook timeline and Twitters new pictorial layout.

But with the world going crazy for sharing and displaying pictures in the most creative way imaginable, where does this leave video?

We already know that videos across the web have the potential to reach thousands, with 48 hours of video a minute being uploaded to YouTube alone.  But if we have learnt anything from the boom in photo sharing, it is that users crave an easy way to make their memories unique and customised. For online video sharing to improve, surely it would have to develop with this new trend.

Well, unbeknown to many, video has been making a discreet comeback in the form of apps that are uncannily similar to its fellow photo counterparts. It seemed to be that Viddy and SocialCam were among the most popular in the App Store (and being a lover of all apps that help customise and share my memories, when I got word of this new movement, I had to give them a go!). So, I spent some time this morning trialling the latest in video sharing apps, to bring you an honest opinion on which one is worth having. You are very welcome.

SocialCam:

SocialCam

This app has just reached its 20 million mark, and upon download, I was pleasantly surprised! There are a number of filters available to use for recording, my personal favourite being ‘Rouge’, which add a professional yet quirky touch to a video instantly.

Initially, I was disappointed that filters could not be added to existing videos but soon discovered that there were many other ways in which these could be edited, such as adding themes, credits and music to them. The process of then uploading these videos to social networks is just as simple, in a similar way to Instagram, you select the networks you wish to share with and it is done in a matter of seconds.

In terms of approaching this app as a new user, it does its best to help you establish a profile, suggesting to you a list of people to follow and enables you to find existing friends easily.

Viddy:

Viddy

Viddy is a step ahead of SocialCam on the user front with an estimated 25 million monthly active users. However, out of the two, this was my least favourite. Unlike SocialCam only three filters are available, with a choice to purchase more and only supports short videos. An existing video of mine that was 22 seconds, long for example, was too long to be edited. As well as limited video time and filters, the music choice was also restricted. However, a positive attribute to this app was the ability to add filters to your existing videos – allowing those who have a large video library to customise their old memories as well as new ones.

As with SocialCam, Viddy is a video-sharing network that gives you the opportunity to create and personalise your profile, find people to follow and befriend those with existing profiles. Videos, once edited were easy to upload to social networks, and the app was easily synced with your online profiles.

I think there is definitely a large space for these apps in the smartphone market, and whichever one is touted as the new video Instagram, certainly has a bright future ahead.

If you have stumbled upon any video sharing apps to shout about, let us know in the comments below, we would love to hear about them

This must be… genius

If ever there was a brand which had mastered the art of utilising multiple digital platforms to market itself in the eyes of consumers, Heineken is that very brand.

First came ‘The Serenade’, Heineken’s app designed to provide us with a quirky platform to secure a date for Valentine’s Day, and then came an innovative Facebook campaign, which encouraged designers worldwide to create a limited edition bottle in celebration of Heineken’s 140th birthday. This is a brand which is forever on the hunt for new ways to market itself, to make a statement and ultimately to encourage consumer buy-in.

But Heineken goes beyond those channels used by even some of the world’s most savvy household names to create its own opportunities, tapping into the news agenda and latching onto major global events to reach wider audiences.

In previous years, during the Olympic Games, Heineken has made a name for itself by bringing its ‘This must be Holland’ concept to the relevant hosting regions, on a bigger and more creative scale each time.

This year is to be no different, as Heineken provides us with a virtual taste of just how London’s Alexandra Palace (Ally Pally to most of us) will be transformed into the iconic Holland Heineken House during the Olympic and Paralympic Games.

The brand has designed and released a virtual tour, which gives consumers a glimpse of how the ‘This must be Holland’ design concept will fuse classic Britain with the spirit of Holland. Beginning with a CGI of Alexandra Palace glowing in orange, with the Dutch flag flying over the Palm Court entrance, the virtual tour takes viewers inside the venue and into an arena, Olympic Club, athletics area and Great Hall, which then becomes the medal ceremony. This is set to be one unforgettable, suitably orange, venue!

Heineken’s global activation manager, Hans Erik Tuijt, believes this Holland Heineken House will be the most memorable house yet. Well, if the finished product is anywhere near as impressive as the virtual model, then we’d expect it to attract above and beyond the 100,000 visitors anticipated during the Games.

Here, consumers have been given an opportunity to engage with a campaign before it has been brought to life and, as a result, we are given more chance to share the content far and wide…..just as Heineken had intended us to.

See below to view the virtual tour of Holland Heineken House London 2012:

Kraft Macaroni’s brilliant ‘likeapella’

I can never help but smile and click ‘like’ whenever I come across a selfless campaign by a brand that shows them giving something back to their fan-base.

One campaign that I came across last week, which was no exception to this rule, was the recent Likapella video released by Kraft Macaroni, with the purpose of individually thanking 4,600 of their online fans.

In case you missed the story and have no idea who or what I am talking about, Kraft Dinner, known as Kraft Macaroni and Cheese in America, are a popular and inexpensive convenience food, better known in the USA and Canada. At the end of April this year a post was sent out on the Kraft Facebook Page urging fans to ‘like’ the Facebook post, as they “never know what could happen”.

Two days later – low and behold – a video called Likeapella appeared on the Kraft Facebook wall showing Kraft reciprocating the ‘likes’ of the 4,600 fans that had responded to the post.

Within Likeapella, a barbershop quintet perform a song that individually thanks the 4,600 fans that responded to the original post, name-checking many mid-song and pointing to a scroll containing the remaining fan names.

A fantastic and very shareable piece of content that adds personality to the brand and drives fans to its social feeds as they lie in wait for the next stunt to go off – Note: Yes I am now a fan of Kraft Macaroni and Cheese and yes, I would indeed very much like to have my name sung aloud by a chorus of men in yellow waistcoats and bowties.

You can view the video here:

A couple of other brands that have seen the benefit of thanking their online fan base would be Porsche and Heineken.

You might remember at the beginning of last year when Porsche celebrated reaching 1 million fans on their Facebook page by putting all 1 million fan names on a specially customised 911 GT3R Hybrid car, which now sits in the Porsche museum. However, did you know that when the car manufacturer reached the 2 million mark, they printed the names of all 2 million fans on a Cayman S? You can view the video here: https://2m.porsche.com/

Pretty impressive, right!

Heineken decided to take a different approach and instead thanked their fans with hugs:

It’s really refreshing to see big brands giving something back to their communities and making their fans feel included in their campaigns. Hopefully, this is something that we will see more of in the future, greater emphasis on engagement and building a loyal fan-base over obvious sale pitches that will result in an alienated community.

 

Cover image courtesy of: Mike Mozart, flickr.com

Ann Summers take their social media to the next level

Ann Summers have managed to add over 250,000 new Facebook fans in the last three months alone. As a result, the retailer has rocketed 36 places up the Facebook League table since the last study back in December 2011.

So how have they managed it? The answer is high-profile campaigns.

The People’s Panel concept started the social media ball rolling. The campaign searched for 10 women from across the UK who wanted to work with the sexy brand to create a new and unique sex toy – known as ‘The People’s Vibrator’. Chief Executive of Ann Summers, Jacqueline Gold, said: “We sell more than two million sex toys a year and we know the appetite to create and design a toy that will revolutionize orgasms is absolutely there; it is a great way of giving women exactly what they want. This panel of talented women will be followed by a TV crew on their unique journey and we hope they will deliver a product that will blow our minds.”

The People’s Panel is a great example of a brand becoming aware of its consumers and recognising that social media platforms such as Facebook and Twitter are key to reaching these ‘everyday’ consumers.

Ann Summers integrated a second 3-month campaign to find a new face of the brand for the 2012 Valentines campaign. Lucy Moore beat over 4,000 other entrants and was one of the few curvy girls to take part in the competition. Lucy, who studies criminal justice at the University of Westminster, won with 22 percent of the votes.  The big reveal caused quite a stir online and in national, regional, trade and broadcast media.

In addition, the lingerie brand launched a jaw-dropping campaign right here in Wardour Street. To celebrate National Cleavage day and the launch of their refurbished Wardour Street store, 20+ women marched along Oxford Street in their underwear in front of shocked and delighted onlookers. The march can be viewed here on the Ann Summers YouTube page – note that it’s reached nearly 10,000 views!

CEO of Ann Summers, Jacqueline Gold, has an impressive 24k Twitter following. She continues to run a Women on Wednesday competition, hash-tagged as the #WOW competition. From 1-3pm every Wednesday, over 200 female entrepreneurs tweet Jacqueline about their business in the hope of a retweet and a #WOW winning badge.

Clever and regular campaigns result in social media success, that much is undebateable but still, a lot of brands are neglecting their social media accounts over periods when social networking activity is at its highest. To improve strategies and to develop their following, retailers need to ensure that they are researching their social media audience and releasing the types of content. Ann Summers are doing this incredibly well at the moment – their social media is obviously in safe hands…

Tippexperience – Bigger and Better!

Since the TippExperience was released on YouTube (and quite literally took it over) last year, many have been waiting to see what creative genius Tipp-Ex will come up with next.

Well, you will be happy to know that the wait is over! And if I don’t say so myself they have come back bigger and better than before:

[youtube https://www.youtube.com/watch?v=eQtai7HMbuQ]

In their latest addition to the TippExperience Tipp-Ex have given us an insight into the Hunter and Bears first birthday party. Alas, during their celebrations a meteor can be seen heading towards earth…lucky for them they have some Tipp-Ex handy (what are the odds?!) and are able to rewrite time. This incredibly clever viral allows you to travel through different eras of history to see how the Hunter and Bear would have celebrated their birthday.

If you don’t have time to go back through all the years, then all is not lost. I have spent (maybe too much) time trawling through the years to bring you the best of Tippexperience 2. I really recommend taking a look, not only is it fun but it is fascinating to see how with a bit of imagination you can create an interactive and engaging viral that stands out from the rest.

My Favourite years:

1 – Here you will be taken back to 1AC, the birth of Jesus Christ, with some slightly alternative insights on how He was named.

500 – See the Hunter as King Arthur and help him remove the Sword from the Stone.

1980’s – Make your own graffiti whilst the bear bops away to his music.

2000 – This year sees the Millenium bug take over your computer…

2004 – Being a digital PR bod, it was inevitable I’d look to see if they had anything for the birth of Facebook, and they didn’t disappoint!

2005 – This year celebrates the start of YouTube

2007– Following my success with Facebook and YouTube, I looked for the year that the Apple iPhone was launched, and again Tipp-Ex have delivered another comical clip.

Type in the year you were born to see there take on the era, the 90’s is suitably cheesy! And any year with historic significance tends to be amusing.

All in all, I am very impressed, it seems to me that Tipp-Ex have more than covered all areas, demonstrating just how much thought has gone into this campaign.

Take a look and let me know what your favourite years are in the comments below!

Can Social Media Change the World? KONY 2012-03-08

First things first, there is no doubting that Joseph Kony is one of the world’s worst inhabitants and that he needs to be stopped, so if you aren’t among the tens of millions of people who have done so already please do watch the KONY 2012 video and join the cause.

That said, I wanted to look at the KONY campaign from a social media and digital PR standpoint. In 2011 the citizen population of the world began to realise the power of social media as an organising tool and the media went wild. Familiar headlines about the potential pitfalls of Facebook span out of control and proposals for social media blackouts in the case of future incidents were debated.

Shortly after the riots the slightly confusing Occupy movements around the world organised and mobilised using Twitter. There was a sense that social networking was bringing people together, but for what?

This week that question has been answered with the release of the KONY campaign. A very well scripted video appeared on YouTube on March 5th. By March 8th the video had had in excess of 25 million views and #KONY was trending worldwide on Twitter.

How did the makers of the video achieve this phenomenal success? Well, undoubtedly they have a fantastic issue that touches people personally and they also have some fantastic storytelling abilities as shown in the video. However, from a Digital PR point of view, they have also ticked all the boxes for a potentially huge social media movement, the likes of which we have never seen before in this country. They’ve got their timing right, they’ve used their networks to create some initial buzz around the event, they’ve got a clear call to action and they’ve created an easy to digest campaign that allows people to show their support at the mere click of a ‘share’ button.

What the Occupy movements and other similar social gatherings show is that there is an appetite for action in the general public at the moment. The timing is also right in terms of social media – the video says there are more people on Facebook these days than there were on Earth 200 years ago. The KONY campaign could just be the first one in which the global population self-organise themselves to make a difference and maybe, just maybe, change world politics forever.

Cover image courtesy of: Ryohei Noda, flickr.com

Smart TVs will impact Digital PR

According to the rumour mill, Apple are working on the launch of a Smart TV. Several companies have already launched their product, so even without Apple getting involved it is a huge and rapidly expanding market. That trend is likely to continue and will probably become the biggest tech story of 2012.

Image Smart TV

Image Smart TV

Smart TVs are more than a bit of fun, they will alter the way that we engage with video content and will ultimately revolutionise the television industry in the same way that tablet computers have revolutionised the computer industry. All of this change will have a profound effect on Digital PR.

The most tangible effect will be the confirmation of the social media adage that video content is King. A large part of Digital PR is creating and optimising great content that people will want to watch and engage with, but one of the main benefits of Smart TV will be the integration of user-generated content such as YouTube channels, as well as a much higher usage of content on demand rather than according to a television schedule.

YouTube and other user-generated content sites will become established broadcasters alongside networks such as the BBC, and viewers are likely to skip between short clips and longer shows. As a result, the traditional advertising model will probably be re-thought, with more product placement and more sponsorship of television programmes. It’s also highly possible that related videos and content will be flagged up on screen to viewers, so paid for links or promoted video content will become important.

Smart TV’s are likely to allow viewers to do a few things at once, so interactive viewing will probably continue to rise with Twitter becoming an important platform for live debates and comment. If you’ve watched an episode of TOWIE or the X Factor lately you’ve probably noticed ITV encouraging viewers to follow certain hashtags – this will probably become a lot more common and better integrated.

Improvements in technology may well mean that it will become possible to send messages, images and content suggestions direct to other people’s TVs, so word of mouth and ‘the viral factor’ will be more important than ever. It’s also possible that shorter programmes will become more common. Big networks may well begin creating a range of different length programmes for different attention spans and situations.

In short, television is about to undergo a revolution and the possibilities are endless. It’s impossible to predict the true impact of this new technology, but it’s safe to say that it’s going to be huge.

Will you be buying a Smart TV in 2012? What features would you like it to have?

Cover image Courtesy of WOfoto, flickr.com

Digital PR – it’s emotional!

Similar to the music industry, most people who work in Digital PR could name their inspirations and influences, the first digital campaign that they got really excited about, and the campaigns that still inspire them to this day.

I decided to start working in the digital world shortly after stumbling upon a small interactive film created by artist Chris Milk as a music video for We Used to Wait by Arcade Fire and in collaboration with Google. The film, called The Wilderness Downtown, is built using HTML5 and uses Google maps and street view to tap into some of our most private memories.

As if by magic, the video takes you on a tour of the places and sights that were part of your childhood, and the character in the video appears to walk along the street where you grew up.

It’s an emotional journey, and to make it even more interactive it also asks you to create a message – a digital postcard – to leave behind as a memory of your journey. Other users can then view your postcard to see how you reacted to the video.

It’s a truly brilliant digital campaign and without a doubt, it is my single biggest influence in the online world. To me it demonstrates the power of a great digital project. It taps into your emotions, it connects with you personally, and it leaves you feeling a strong and genuine connection with the brand that goes well beyond anything that traditional advertising could attempt.

Whatever brand or client I am working with, the biggest piece of advice that I can give when putting together a digital campaign is that it’s all about the customer. Every piece of content should be created with the customer’s feelings and emotions in mind, and every social media post should attempt to tap into and connect with the daily lives and concerns of the people you’re talking to.

With that principle in mind, your next Facebook or Twitter campaign could be the one that genuinely reaches out to your audience, and that gets them clicking the ‘forward’ button without even being asked to do so.

Cover image courtesy of Frank Behrens, flickr.com