Periscope, and the business of social media

 Have you tried Periscope yet? If not, why not? I love it. It’s the hottest new platform from Twitter. You don’t need to wait for that big break on TV or film any longer. Just download the app, connect it up to your Twitter account, and tell the world what you see!

  
I almost shrugged this channel, and snapchat off. Even though I could see it was trending, it just felt like a hassle. Generally, you create a few seconds of content that disappears within a few seconds (or 24hours if on Periscope). At first I failed to see the point. Maybe there isn’t one. Maybe there doesn’t need to be one. Sometimes, I think marketers think too much about the return. If they don’t see an immediate return, they seem unwilling to make the investment. I find this goes for human resource departments too. Not all, but a lot. We’ve become so number centric that if we hire someone they must have all 10 boxes checked, and even if they achieve all 10 boxes, can we bargain them for £5,000 less than their skills are worth.

It feels like we’ve gone from being open minded about social media, and experimenting with new platforms to copying other similar competitors. Since when did that ever work? No one achieved anything by copying someone else. We should always strive to original. Growth and innovation are not just pretty words. They require boldness, risk, and personality.

Don’t get me wrong, I am all for being content savvy, and using social insights and content audits to help bring a return, but if we fail to put in the time it takes to build a reputable brand and community online (that’s longer than 5 seconds), and stop experimenting with what works and what doesn’t, then we simply cloning average at best.

#businesstalk #socialmedia #myopinion

Two social channels you must be on in 2015

1. Vine

After deleting my account in back in 2013, I have to thank Vine Celebrity Nash Gier and his cute little sister Sky Lynn for re-introducing me to Vine last month. It wasn’t really grabbing my attention back then, but since rediscovering my passion for film and video content in particular I have fallen in love once again.

It’s so much fun, and make you can make your own mini films. The app allows you to hit pause at any time, which gives flexibility in shooting over a longer period of time, location, or with various groups of people. It’s pretty impressive, and as some may call it the modern film. The rise of digital media has challenged generations ability to focus for any length of time. You have to be creative with this channel, and only get 6 seconds to dazzle your audience, but if it’s right for you’re audience and you do it right like Ford, then you’re sure to reap great benefits (providing you sow valuable content).

Here’s one I made earlier:

Now I’m not sure if I like it more than You Tube, (I’ve recently started posting some videos on the 2nd largest search engine last month), but I highly recommend it as a strategic component in your social media strategy for 2015. Last year I mentioned that video was huge, and this year fast and shareable video content is even bigger.

2. Instagram

I feel like this is the one that flew under the radar. I am obsessed with this channel, and despite some concerned post Facebook take over, I feel they have kept true to the apps original feel and function without running over it with a Facebook stamp and like button. I use my Instagram like a diary of moments and captures that I love to refer to as Kodak moments. It’s the perfect balance between the old and the new. I used to own a Polaroid camera, and loved taking instant snaps of random trees’s birthday cake, and pretty much anything I could point and snap.

I’ve just recently upgraded to a DSLR, which is awesome – I feel all professional holding it; but I don’t pretend to be an expert. If you look at my Instagram you’ll see lots of food, and outdoor pics mostly.

As a business it’s a great way to show personality and engage with the consumer if you are a visual product or service. Ford have done a great job in keeping their Instagram content unique and a one off. It may take a little more work doing things this way, but it will be an investment worth having. Don’t be afraid to be normal. Use the filters, do all the things you would do if posting on your own social media channels.

When I say do ‘all’ things, this is assuming you keep a somewhat professional approach to posting on your own platforms.

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Build a friend, engage with fans

I think businesses should invest in building friends, rather than fans…

Granted its better to have a fan, rather than a consumer – from a brand loyally perspective. However, a fan is just as loose as the next consumer. They may like your page, but that doesn’t come with a lifetime guarantee, or even a sale.

Fans come and go; things change. I have been a fan of many retail stores in my life, but as I grow my style continues to change and develop – of course that doesn’t mean that we shouldn’t appreciate and engage with them.

By building a friend, brands will have the opportunity to reach beyond themselves and even their friend. I believe it is all in the approach. How you set yourself up online, across social media, and the tone of voice you adopt across your networks will be key to performance. Who you put in charge of this area matters. To have someone who knows how to tweet is ok, but to have someone who can understanding the heart of your business and how to communicate effectively to different kind of friends is even more important.

Starbucks campaign to personalise the customer experience and improve customer service was a great idea, and made a great splash in the world of business marketing. I have to wonder though if the great idea has lost some wind as its employees give up on getting even the simplest of names right.

See below for the latest misspelling of my name, even after I spelt it out loud for the lovely girl. After working with a prestigious car brand recently, where I helped manage their Facebook and Twitter community, I am slightly disappointed at the lack of response from StarbucksUK. If you want to be my friend Starbucks, I suggest you pick up on the service you provide. I may still buy your coffee, but how long for remains to be seen.

My tip: Build a business that lasts, by building friends, and engaging with fans.

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