Former TUANZ CEO and now PR guy Paul Brislen says Facebook’s “fuck you” attitude will ultimately result in its demise.
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Facebook has revealed a series of insights on how the Kiwi political parties are doing in the lead up to the 2014 general election. And given that 1.8 million Kiwis log in to Facebook on a daily basis and that ‘election’ was the second-most commonly used phrase on the site in 2013 (only bettered by Pope Francis), the social media channel is becoming an increasingly important space for politicians to share their policies—or general vitriol—with potential voters.
If you believed the hype, social media was destined to knock traditional media off its perch and marketers have invested heavily in it in recent years. But Kiwis’ engagement with brands and companies on social media is on the slide, with a Colmar Brunton survey on the social media habits of New Zealanders showing the number of Kiwis who follow brands on social media dropping from 41 percent in 2013 to 27 percent this year.
Brazil’s 7-1 hammering at the hands of the Nationalmannschaft has rendered all other conversations over the last 24 hours completely irrelevant. And in addition to hijacking all office-based conversations, the footballing debacle also took hold of Twitter, breaking a few records along the way. And, in an effort to give a graphic representation of how mad the online community went during the match, Twitter published an interactive map that shows how people throughout the world responded to the each goal being scored.
Where once social media was seen as a harbinger of doom for traditional media, the enthusiasm has been tempered somewhat in recent years as algorithms have changed and questions have been asked about the return on investment. But there are still plenty of success stories, often from a customer service point of view, and Amanda Sachtleben went along to the #NZSOMO conference to find out about a few of them from New Zealand.
With all the inane questions, like farming and ‘brain teasers’ posted on social media, many brands seem to think their customers are absolute morons. But as ASB’s well-awarded Like Loan showed, social media can occasionally serve a useful commercial purpose, with all the likes the app received giving the bank the details of almost 18,000 potential customers and delivering a solid business result. That campaign was a bespoke app, but a similar philosophy applies to Kiwi social auction company BuddyBid, which is currently raising some cash to take the idea overseas.
In a change of tack from giving out free cutlery, knives and glassware, the embattled Countdown followed New World’s Little Shop suit recently and hawked DreamWorks Heroes 3D collectible character cards and albums. And kids and adults alike have loved it, with general manager of marketing Bridget Lamont saying the campaign saw millions of cards in the hands of Kiwi parents and kids, and more than 100,000 albums sold out across the country.
In days gone by, the only thing a plastic beer bottle at the rugby was good for was throwing in the air during a Mexican wave (and making your beer warm). But Steinlager and DDB have found a way to make the bottle more useful with a social media campaign called #AllBlackSnap that’s running during the three test series against England.
Is the thought of knowing who your neighbours are, sharing fruit with them, discussing neighbourhood crime and having a street barbie rather retro? Well, those golden times of safe, strong neighbourhoods could be coming back if new private website, neighbourly.co.nz, has anything to do with it.
For better or for worse, the world has gone social and as the number of normal humans using social platforms increases, brands have invited themselves to their party. Social Media Club Auckland’s growth shows there’s plenty of interest in the scene from a commercial point of view and now it’s calling for nominations for the inaugural #SMCAKL Awards, with categories including Meteoric Rise on Social Media, Most Epic Tweet, Social Media Whoopsie, Best Display of Social Conscience and Best use of Social Media By a Brand or Company.
Jason Delamore took over as general manager, marketing and communications at Auckland International Airport around four months ago and his appointment marked the first time that marketing earned a place at the executive table. Here’s how he sees it playing a big role in achieving some of the airport’s bold 30-year goals.
A recent article in Fast Company documented the transition of Domino’s from a struggling pizza chain to a technology company. And transparency, data and utility played a major role in that evolution. As such, online ordering has become increasingly important for the company, as evidenced by the likes of the pizza tracker and various mobile apps (its iPad app even features a 3-D pizza builder). And the same focus on digital customer service obviously exists in New Zealand, because it’s walking its ‘people powered pizza’ talk and investing in 24/7 resource to monitor customers across all social media platforms. Plus: Domino’s domain name stoush.
Just as Amnesty International drew attention to the plight of those in other less tolerant parts of the world with Trial by Timeline and as NZTA drew attention to the danger of speed with Flash Driving, WWF New Zealand and Ogilvy & Mather are also using Facebook creatively to draw attention to the critically endangered Maui’s dolphin.
As traditional boundaries around production and advertising start to blur, some of the more progressive companies are doing much more than just filming pretty pictures. Motion Sickness Studio, which kicked into gear in Dunedin around 18 months ago, could be placed in that category. And now it’s moved north to try and get a slice of the content creation market in Auckland. Co-founder Sam Stuchbury sits down for a chat.
The first rule of speech club is to insert an inspirational quote at the start. The second rule of speech club is to show a whole lot of case study videos. Giles Tuck, head of Google’s inhouse agency The Zoo-APAC, failed on the former in his presentation about social creativity—the first Champion Speakers event for the recently rejigged CAANZ PR, Experiential and Social Media Committee (PREScom)—but he embraced the second. And the main outtake for the 150-strong crowd of gathered marcomms folk was that you can’t just do social, you’ve got to be social.
Despite the rampant adoption of social media and mobile technology, there’s been a bit of a backlash against that shift recently, with Gary Turk’s Look Up clip being watched 35 million times on YouTube (as pretty much everyone has pointed out, it is slightly ironic that it’s probably being watched on the devices he hopes to get humans to put down). And now State, a “global opinion network” that allows people to “quickly state about whatever matters to you, get counted, and connect to like-minded people around the world. No need for hashtags, followers or fame”, has added another clip to the growing oeuvre of anti-social media.
Social Media NZ co-founder John Lai has confirmed that he has sold his website to independent advertising and social media marketing agency Catalyst90. Established in 2009 by Lai and Leonardo Law, Social Media NZ serves as blog-styled platform that provides information and news stories related to the digital sphere in New Zealand. Updated with comments from Catalyst90 general manager Jess Bovey. (Image: Catalyst90’s founder Tom Reidy and general manager Jess Bovey)
A recent submission made by the Dunedin Social Services Council and Community Law Centre said that as many as nine out of ten teenage girls in counselling had been encouraged to end their lives via social media. Add to this the fact that New Zealand still grapples with a disproportionately high suicide rate among young people, and it becomes evident why the Mad Butcher has decided to back a new anti-bullying campaign that was launched by Pead PR. From now until 23 May, high schools around the country nominated by the Mad Butcher will produce two-minute anti-bullying videos, which will then be posted the company’s Facebook page. PLUS: see which celebrites have gotten involved. Updated with additional comments from Mad Butcher chief executive Michael Morton.
We’ve gone from seeking out stuff to seeking out unique experiences. And social media is helping brands fuel them, says Neville Doyle.
ASB and Saatchi & Saatchi have added another award for the Like Loan campaign, which lowered its home lending rate with Facebook likes. The latest is a Warc Prize for Social Strategy, awarded to only 18 campaigns globally.
The McDonald’s Australia Facebook page recently reached the milestone of one million Facebook fans and, to celebrate this milestone, the fast food chain produced a quirky ’80s-video-game-inspired cartoon that succinctly relays the full range of common interactions that brands have with consumers via social media. It also seems that McDonald’s is continuing its trend of honesty by including various references that allude to complaints from fans. PLUS: see which other brands also celebrated reaching this milestone.
One of the benefits of social media is that, when used well, it can get punters to do something, unlike the vast majority of typically one-way commercial messages. And, as Simon Veksner wrote recently, “it’s well known that getting people to do something makes them more likely to buy”. To launch season four of Game of Thrones, Sky and DDB asked fans to tweet #bringdowntheking and help topple a seven-metre statue of the despised King Joffrey that was constructed in Aotea Square by Finch. And, judging by the big numbers, it would have to rank as one of the country’s most engaging social campaigns in recent memory.
Back in the day, giving up food or money was the ultimate sacrifice for a cause. But in an age when parents punish their children by taking away electronic devices, ASB is taking social media use away from its most avid team member for a week to help its sponsor organisation St John.
There are plenty of songs that take the piss out of social media (one of the best in this category is College Humour’s ‘Look at this Instagram’). But you know what there aren’t enough of? Serious songs about social media marketing, like this one, which was performed at a conference and made us throw up in our mouths.
McDonald’s brand Georgie Pie has tracked up to more than 25,000 fans in a bit over a month since agency Fuse launched the Facebook page. The 25-44 year old demographic who ate all the pies back in the day are a key target, but pie newbies are also on Fuse’s radar.
Sky and DDB have some good news for haters of King Joffrey, the most despised character from the SoHo-screened series Game of Thrones. As the fourth season looms, fans won’t actually be pushing down a seven-metre-tall replica of Joffrey, but they can use their social media voice to the same effect.
Kiwi households with more than five, and even as many as 10, screens are becoming the norm, according to MediaWorks’ Lifestyle Survey for 2013. Mobile device ownership is growing exponentially in parallel with increasing social media use and online purchasing.
Online is not ‘media’ anymore, says Jenene Crossan. It is about recommendations, connections and closing the gap between the consumer and commercial markets. So it’s time publishers evolved and adapted to this new reality.