Due to a huge number of requests from Twitter and Facebook users, you are now able to ‘deliver a gift a 30,000 feet’. Airline KLM have enabled a feature called “Wannagives” where you can select and pay for a gift online (such as flowers or a glass of champagne), and this gift will be delivered to the recipient on board their flight. With the ideas for this feature coming through social, this is a great illustration of how listening to your audience can help you develop and grow your brand in a way your fans want you to. With airlines in Europe and America believed to soon be allowing the use of electronic devices on board, this idea could develop in many ways.
Google’s latest patent looks to introduce ‘unsocial media’. Their new technology boasts to produce automatic, personalised responses to interactions sent your way on social media. These are said to be built by collecting and analysing your previous interactions, putting together an ‘appropriate’ reaction, and giving you the option to use it as a response. Google claim this can also be used for email, IM and texting – meaning that one day, we could be having a conversation with each other, without ever actually responding to each other. This brings a new meaning to ‘predictive text’.
With many start-ups having been attempting to break the world of social commerce – many haven’t quite achieved it. Comr.se is another of these attempting to work with brands to tap into shopper impulses and convert every product interaction into into a purchase opportunity – all without leaving their social media feed. They are also offering a range of back-end analytics to brands, giving them the potential to optimise their future marketing efforts. Already operational on Facebook, and soon to be on Twitter, their most innovative platform presence will be Pinterest as a full transaction within a pin will be a platform first.
Lexus through the Grape-Vine
Lexus has claimed to be the first automaker to reveal new car models using Vine. With plans to unveil two new cars at the Tokyo Motorshow on Nov 21st, they haven’t stopped there with their social integration. Lexus are also asking Twitter followers to tweet their questions about the models with #LexusInTokyo. The automaker will then respond to two questions an hour with tailored Vine’s to illustrate the answer. Although other brands, such as Taco Bell, have launched products on Vine, with their Q&A follow-up, Lexus have taken their engagement to a whole new level.
Like A Rolling Stone
In a move that proves he is as revolutionary and relevant as ever, Bob Dylan has set social media buzzing with the latest interactive video for his classic song, ‘Like A Rolling Stone’. Featuring recognisable TV stars lip-syncing to the track, the video is in stark contrast to the original, which was marked by very plaintive lyric cards being held up by Dylan himself. Following in the footsteps of other bands like Arcade Fire, who used HTML5 in their video ‘The Wilderness Downtown’, Bob Dylan is clearly trying to reposition himself as relevant to the digital age. You can watch the video here.
#Lookup, it’s British Airways!
British Airways has proved that they are always on the edge with their latest “magic of flying” campaign. The adverts, located on digital billboards in Chiswick and Piccadilly Circus, seek to remind people how magical flying can be and approach the topic from a child’s perspective. The ads will interact with the aircrafts flying overhead, by tracking them and revealing the image of a child pointing at the plane accompanied by its flight number and destination it’s arriving from. With the focus on creating the “wow” factor with this campaign – watching the billboards come to life certainly does that.
In an attempt to create a seamless experience between users’ real life and online shopping behaviour, Google is reportedly testing people’s shopping habits by tracking their location through their smartphones. They are trying to correlate whether a user has been served information online and have then gone on to visit a store, by analyzing the user’s location and mobile phone usage. If they are able to give insight on this test, it would add great value to retailers and possible allow Google to monetize this as a service for brands. However, it could be seen as a little too “Big Brother” for Google’s increasingly strained, “Don’t be evil” policies.
Despite only running for one month of the year, Movember has been crowned the most talked about cause in the charity sector on social. Highlighting the power of social media, their method showcases a positive story for other charities who want to raise awareness online. Their use of tactical social media helps ensure that they succeed in raising money and awareness for prostate cancer. After years of success, experienced fundraisers have even been given a “Mo Space” app to showcase their progress – very popular in social sharing. How is your ‘stash growing?
The Adventure Series: Bike vs. Canoe
Who will win in a race between an Olympic gold medal winning canoeist and a World Champion mountain biker? Our client, Mercedes-Benz Vito Sport took a roadtrip to Wales with Tim Baillie and Rachel Atherton to film the finale of, ‘The Adventure Series’ and pit two world class athletes against each other. Vito Sport is encouraging people to watch the trailer then tweet their guess to @TheVitoSport using #BikeVsCanoe and come back on Wednesday November 20th to find out who wins.
We’re excited to be part of the live Twitter and TV partnership between Argos and ITV. Launching on Wednesday, we’ve worked with CHI & Partners and Mindshare to give you a series of ads and chances to enter a real-time competition. Your tweet can even appear on the ad and be read out live on TV by the Argos Aliens. Thanks to Campaign for the fantastic write-up, and don’t forget to get tweeting with #GiftForSanta.
Last week, The Social Practice joined CHI & Partners, Rapier, Halpern PR, M/Six, The Box, Matter and &Analytics as part of a bold move to deliver a modern, multi-channel service to clients. The idea is to deliver business changing creativity with both the power of a global network and the knowledge of a smaller entrepreneurial environment. This brings together industry experts from 10 disciplines in 23 offices across 17 countries worldwide that work together on Big Ideas to be both specialist and diverse. You can listen to Johnny Hornby sharing his vision here.
The BBC has embraced social in the run up to the Doctor Who special ‘The Day of the Doctor’, with a video message from The Doctor himself. This simple campaign to raise awareness across social will reward fans and participants with exclusive content from the 50th Anniversary episode. A dedicated website shows the tweets with #SaveTheDay building an interactive digital version of the Tardis. Each point within the digital Tardis is a single Tweet or Instagram image. Go on, why not help #SaveTheDay with The Doctor!
Argos Alien’s #GiftForSanta
The loveable blue family from Argos is back this Christmas and getting excited about festivities again. This creative collaboration from CHI&Partners and The Social Practice sees the Argos Aliens on the hunt for the perfect #GiftForSanta. Alien Dad is so committed to finding the perfect present that he’s creating personal responses for his fans. Keep an eye on your TV screens this Wednesday evening as there’ll be more fun to be had with Alien Dad…
Coffee for a Mate
Taking a friend for a coffee? Tweet-a-Coffee from Starbucks is the newest way to get your caffeine fix, with the ability to purchase a $5 gift voucher for a friend. Simply sync your card to your Twitter account, and then tweet at your intended recipient with ‘@tweetacoffee’. Covering new ground and with an understanding that some may be skeptical, the first 100,000 people who buy a gift card for someone else are thanked by receiving one for themselves. After launching a similar scheme a few years ago on Facebook, Starbucks are looking to grow their social footprint and engage with their active following on Twitter. This could potentially work better for them – especially with Twitter’s seamless ability to link the online and offline world.
Disney for iPad
Is it more natural for the new generation to pick up an iPad than a book? Most probably. Disney are taking advantage of this by releasing a new show, airing on mobile devices before TV. Sheriff Callie’s Wild West will air on the Disney Junior app before it appears on TV screens, encouraging more interaction on top of the 650 million video views the app has already seen since September. Although still relatively new, by the time the young ones grow up, the overlap and integration between mobile and TV is bound to be second nature.
Netflix and the Celebrity
Netflix has recently added Channel 4 hit comedy ‘Derek’ to its portfolio, and has supported the release with a dedicated social media campaign utilising the following of its star, Ricky Gervais. The hashtag #BeLikeDerek encouraged fans to share examples of kindness, and #TextsWithGran invited fans to text their grandparents, asking them “Whats the most important thing you’ve learned in life?” Ricky Gervais then retweeted a selection to his 5 million followers. This combination of celebrity leverage with a well-thought-out idea resulted in a reach of 100,000 people, and 22,000 Facebook likes – showing that it doesn’t hurt to have some famous friends.
Illustrate that Tweet
Twitter has recently taken inspiration from Snapchat and launched an app specifically for Android users. One feature that attracted more attention than others was the ability to draw directly on to your photos, or create a new drawing from scratch. The true possibilities of the feature were left to our imaginations until Twitter released a Vine on Wednesday that showed an artist creating a colourful image of San Francisco’s Golden Gate Bridge. Being able to illustrate your photos will more than likely increase the amount of photos that are shared, and the amount of engagement across the platform.
The charity sector has once again gone social with the new Breast Cancer Awareness Month campaign. Forget planking – the new, weird, yet funny hashtag #Mamming is taking over Twitter. To promote the importance of checking for early signs of breast cancer, women are asked to press their breasts to a flat surface, take a photo and Instagram it with the hashtag #Mamming to join the campaign. Apart from appealing to the male population, many people may be wondering what this can do to cure breast cancer – when looking at the bigger picture; this is a great fun way to raise awareness.
“Have you seen this dog?”
Let’s face it, “Have you seen this dog?” posters only have limited success. New platform, PiP aims to expand that and create a photographic database, which will match uploaded photos of lost pets through facial recognition. Pet owners simply upload their pet’s details into the app, and if they go missing, there’s a simple ‘alert’ button which sends the details to animal rescue organisations, vets and fellow app users located nearby. If found, these pets are then matched in the database and the owners alerted. Ultimately, this is a more high-tech version of the poster – but potentially with a higher success rate.
Test-Drive My City
Imagine if you could test-drive a city before taking the leap into booking your plane ticket? That’s exactly what the tourism board of Melbourne did in their four day tourism campaign. Four “Remote Control Tourists” were selected, kitted out with cameras and microphones, and sent to explore Melbourne, directed by social media requests. From visiting Federation Square to hugging random strangers, everything was documented and live streamed for the audience. Designed to encourage the young and tech-savvy to visit Melbourne, the Remote Control Tourists acted upon thousands of requests, and after watching the highlights – I’m off on holiday!
Unlock for £££
How many times a day do you unlock your phone? How about if you got paid each time you did? Locket is an android app that displays ads on your lock screen and then pays you for unlocking it. After wanting to create a different way in which to display targeted, HD and fullscreen ads, the creators decided that smartphones are the way forward. Although yet to be confirmed as an effective format, several brands have already signed up, including Amazon and Spotify. We think this could be really beneficial for FMCG brands by targeting customers with offers whilst in store, and it will be interesting to see how this takes off.
The Social Elderly
With millions of over 50s in the UK having never been on the Internet, Barclays has introduced “The Digital Eagles” programme – an initiative to help their older customers get the most out of being online and using apps, whether for saving money or keeping in touch with family and friends. From this, they have produced the oldest recorded Instagrammer – 85 year old Rex Redstone. He has amassed over 5k Instagram followers, has been sharing photos from back in the 1920s, and is able to keep in direct contact with family in Australia. This is a great initiative from Barclays, and is a fantastic way to keep the elderly involved in the ever-changing world of Social Media.
Looking for a new adventure?
We’re on the hunt for a Senior Community Manager to join our ever expanding team here at The Social Practice.
We’re looking for a Community Manager who can work dynamically with a hardworking and passionate Account Management team. You’ll be the front line for our clients’ customers and fans through their social channels, developing and implementing community strategies, managing community conversations and fostering community spirit. You’ll be an excellent copywriter and content creator, responsible for defining and developing your client’s tone of voice and engagement guidelines to ensure consistency and confidence in your work. There will be an element of reporting and insights, so a solid understanding of social analytics tools is essential.
Finally, you’ll be ready for the exciting challenge of really owning a brand.
- Implementing community strategy for our clients. This involves working with stakeholders across the agency and client organization to create high quality content plans, blog posts, events, newsletters, engaging cross-network content and weekly/monthly reports.
- Work with product development and creative teams to make sure all campaigns and tools are functional and effective in relation to the client’s social and community strategy.
- Maintain all community platforms on behalf of the client, in-line with the social and community strategy.
- Daily moderation and management of all UGC, this will include liaising with the legal team and managing external moderators out of hours where required.
- Being a community advocate for The Social Practice, being helpful, informative and approachable at all times.
- Have a finger on the pulse, always seeking out trends in online community tools, applications and platforms.
- Experience of managing Facebook and Twitter pages on behalf of brands
- Excellent content creation and copywriting skills
- Creative, diplomatic, cool under pressure and fantastic interpersonal skills (you will need to be client facing for this role)
- Strong project management and organisational skills
- In-depth knowledge and understanding of online community platforms and their respective participants (Forums, Blogs, Photo Uploads, Profiling etc.) and how they can be deployed in different scenarios
- Ability to effectively communicate information and ideas in written and verbal format, and build and maintain relationships
- Team player, with the confidence to take the lead and guide other departments when necessary
- Good technical understanding and the ability to pick up new tools quickly
- Have a good knowledge of principles of customer service
- Editorial, Marketing, Customer Service experience, is a plus
Drop me an email with your CV and a little note about yourself:
With a large proportion of people’s days spent commuting, Mattel is seeking to drive consumer engagement by publicising their Scrabble word game to the commuting world. The Scrabble Challenge is an integrated OOH and social campaign that takes the form of a series of Scrabble tweets, containing seven random letters, from @scrabble2winUK. The most inventive solutions tweeted out with #ScrabbleChallenge will be eligible to win a weekly prize. A clever way to tap into a mass market and get them thinking about your brand – keep your eyes peeled for clues on your way home.
Twitter Turns on TV
As the connection between Twitter and TV strengthens, it’s clear why Forbes this week claimed that the social network sees itself “as a TV companion, an indispensable tool to keep up with, discuss and even influence the outcomes of shows and live events”. With the addition of the See It button to tweets, you can understand why. Moving on from stunts to fully integrated TV viewing directly from Twitter, this collaboration between Comcast and Twitter is limited to certain TV subscription members but its success could determine a new future and direction for Twitter.
Share your Hair
“Content is King” right? UNIQLO have again created a strong Pinterest campaign to compliment the A/W 2013 collection. The Japanese clothing company has launched a new do-it-yourself hair style website that showcases 16 different styles to match their look from the season’s range. Each step-by-step guide is posted as a shareable Pin – perfect for fuelling engagement and conversation around the brand.