Real-time marketing: Good news for marketing bods the world over. According to Twitter’s head of agency sales @daranasr: “When people talk about planning for the moment and real-time marketing they get really scared that they have to be tweeting every second of every day, but there are things you can plan months in advance based on what you are doing.”
So, you plan for moments where the attention of a large part of the country is focused on one event. You come up with different scenarios. You assemble a team of creatives, copywriters, PRs. Most importantly, you get someone with the authority to give the green light on whatever reactive idea your team comes up with. How else are you going to capitalise on that one moment with a genius bit of content before your competitors do?
Fair enough. But I think this quest to create that perfect piece of viral content is a bit like playing the lottery. You’re likely to play your whole life and never get lucky.
Meanwhile, thousands of opportunities go missing because we’re so focused on getting that one big hit. I think the focus should be on individual people, interactions and everyday conversations that are taking place all the time. Listen to what people are saying to and about you, delight them with genuine messages of support: give them a retweet, comment on their blog, pin their Instagram image or like their Facebook post. Show them you’re listening and reward them for the time (and money!) they’ve spent on you. It takes a second to interact, but for anyone who’s ever been tweeted by a celeb account will know what an exciting feeling it is.
Social Wimbledon: Nadal out in the first, Federer out before a Grand Slam quarterfinal for the first time in a decade, Sharapova dispatched by the 131 seed. Twitter is already in overdrive with more tweets during the Nadal/Darcis match (7,000 tweets per min) than during last year’s final. There’s also a great little social insights page on the Social Wimbledon page, providing visitors with some interesting insight into what people are talking about.
Also, I love that they’re tapping into the great British culture and Wimbledon tradition of queuing by actively promoting the #TheQueue hashtag. After all, isn’t it always more fun to share the pain of waiting with randoms on Twitter?
Oh, and while we’re on Wimbledon: Here are some photos of players in action where their tennis racket has been replaced with something else entirely (possibly NSFW).
Political lunch: George Osborne’s Tweeted a photo of himself this week showing him chowing down on a posh Byron burger. He was predictably mocked for devouring his £7 burger whilst preparing a budget speech. The Daily Mail has a blow-by-blow account of proceedings, here’s the gist of this excellent exchange that followed.
Eric Pickles decided he’d join in the fun and posted a photo in an identical pose – deciding to swap out the offensively expensive burger for a more healthy salad.
Again, Twitter wasn’t pleased and people were soon posting photoshopped photos of Pickles eating everything from a bucket of KFC to a stuffed pig’s head – the latter coming from Jeremy Vine, ensuring that this went far and wide.
For now though, it looks like Osbourne has had the last laugh:
4G tractor: A great stunt from mobile phone operator EE who have equipped an eco-friendly tractor with 4G technology to create a WiFi hotspot for those attending Glastonbury. Slight catch: you have to be within 10 metres of the danged thing.
Photography meets Google Glass: What happens when photojournalist @koci takes Google Glass to the streets? You get possibly the first real reason why wearing these things and looking like a complete tool might actually be worth it. Street photography. Check out Koci_Glass on Instagram for what you can do with the 5mp camera and what I assume is a healthy dose of photo editing on Google+ and Diptic (HT @frischkopp).
“First day on the streets with Google Glass. #throughglass blown away by the sharpness and clarity for only 5MP. The lens is a little to wide for my street style, but I understand why it’s so wide. Not a single person noticed, that I could tell, that’s probably because we don’t look each other in the eyes normally. More to come.”
Vine vs. Instagram video: according to Vine vs Instagram, Vine is ever so slightly ahead of Instagram video (HT @Adverplanner). Read more about how Vine and Instagram users have very different missons and cultures and why it’s all about #TeamVine in the Atlantic.
Twitter are also actively promoting clever Vine’s from advertising agencies – something that I am sure will lead to agencies producing better Vines. The ‘how to’ clips from Lowe’s are particularly brilliant (HT @tonyw).
Video of the week: Did he know or was he really caught by surprise? Whichever way you look at it, Gus Poyet’s live sacking during half-time of the Uruguay vs. Tahiti match in the Confed Cup is brilliant TV. Me? I think he knew. The interview is just too good, he comes across perfectly as the victim and has clearly received some excellent media training. Also, 15 minutes before Gus supposedly found out on air, his son Diego tweeted that there wouldn’t be any more trips to the Amex (Brighton’s stadium). That tweet has since been deleted by @diegopoyet7, further fueling my suspicions.
And finally: People running for trains in slow motion.