It's official: at 8 million concurrent live streams, "Felix Jumps At 128k feet!" has broken the record for “live stream with the most concurrent views ever on YouTube."
In light of this record-breaking news, I ask the age-old (or rather, 7-year-old as YouTube was founded in 2005) question: how do you make a video go viral?
The answer is both simple and improbable: create something uniquely amazing. (I know. Vague).
Take a look at the top 3 viral videos to date:
1. KONY 2012 (100 million views in 6 days).
2. Susan Boyle: Britain's Got Talent (100 million views in 9 days).
3. Friday by Rebecca Black (100 million views in 45 days).
Notice that none of them are particularly short, humorous (not intentionally) or include a cute animal; three characteristics we generally believe will lead to viral success. Instead, the common denominator is that they are all unique and "amazing".
For KONY, it's the message and the execution; for Boyle, the unexpected talent; and for Friday, it's the mere fact that something so mediocre got green-lit to be an official music video at all.
What does this mean for brands? It means you can put a shit-ton of money towards ads, promoted posts, bloggers and more, but it won't work unless you've got something uniquely amazing to show. This is why sequels don't tend to do as well (think KONY: Part II or Old Spice's follow-up commercials).
Red Bull hit the jackpot with Felix's space-jumping video. They created something uniquely amazing, branded it, and it worked.
Til then,
Mae
Related links:
http://www.redbullstratos.com/technology/
Wednesday, October 17, 2012
Sunday, September 16, 2012
The Heresy of Dr. Pepper
I love online debates, especially if it's about something I
care about. I'm not an active participant myself, but every now and then
I think a good topic deserves its own blog post (see: KONY 2012 and 20 Reasons Why...).
Last Thursday, Dr. Pepper posted this image on their Facebook page:
Unsurprisingly, the ad ignited the age-old argument: evolution versus creation. Many have threatened to boycott Dr. Pepper for "perpetuating a false theory" because obviously, ads are only allowed to show fact (not that evolution can't be a fact). For example, when I drink Red Bull, I grow wings; all Coca-Cola vending machines have little Happiness Factories inside them; and Skittles really do spring from rainbows.
Now I understand the concern of religious groups over serious matters such as pro-life versus pro-choice, but there really is no need to go apeshit over a Dr. Pepper ad (pun intended).
I'm still trying to decide what's more ridiculous: this or the Archie Comics gay-marriage thing from earlier this year. The only thing that came out of that ordeal was the discovery that One Million Moms, the organization actively protesting against it, only has about 40,000 members -- and I'm pretty sure Dr. Pepper will come out just as unscathed.
What do you guys think? Is Dr. Pepper a heretic? Should they remove the ad?
xoxo,
Mae
Related links:
Dr Pepper Facebook Ad Ignites Evolution Debate
Dr. Pepper 'Evolution Of Flavor' Ad Sparks Backlash From Christians On Facebook (PHOTOS)
Last Thursday, Dr. Pepper posted this image on their Facebook page:
 |
| Evolution of Flavor (Image credit: Dr. Pepper Facebook page) |
Unsurprisingly, the ad ignited the age-old argument: evolution versus creation. Many have threatened to boycott Dr. Pepper for "perpetuating a false theory" because obviously, ads are only allowed to show fact (not that evolution can't be a fact). For example, when I drink Red Bull, I grow wings; all Coca-Cola vending machines have little Happiness Factories inside them; and Skittles really do spring from rainbows.
Now I understand the concern of religious groups over serious matters such as pro-life versus pro-choice, but there really is no need to go apeshit over a Dr. Pepper ad (pun intended).
I'm still trying to decide what's more ridiculous: this or the Archie Comics gay-marriage thing from earlier this year. The only thing that came out of that ordeal was the discovery that One Million Moms, the organization actively protesting against it, only has about 40,000 members -- and I'm pretty sure Dr. Pepper will come out just as unscathed.
What do you guys think? Is Dr. Pepper a heretic? Should they remove the ad?
xoxo,
Mae
Related links:
Dr Pepper Facebook Ad Ignites Evolution Debate
Dr. Pepper 'Evolution Of Flavor' Ad Sparks Backlash From Christians On Facebook (PHOTOS)
Wednesday, August 1, 2012
Facebook Pages & the 2012 Olympics
Today's blog was supposed to feature Olympic-themed cover photos, but while I was doing research, I discovered something amazing.
Someone explain to me how I missed this. As a person who prides herself in staying up-to-date with the latest social media scoop, I'm feeling pretty ashamed right now.
If you haven't figured it out from the screenshot, Facebook Pages is basically a library of all..well...Facebook pages. You can filter results using the categories in the menu bar and Like/Unlike a page by simply clicking the thumbnail. To think, I used to go through my pages from my profile and Like/Unlike them manually. Gosh Mae, you are so 2011!
Anyway, I'm not going delve too much into it because what I really want to talk about is the branded Olympics tab, strategically incorporated into the category menu.
The Olympics page acts as an archive of all official Olympics-related accounts, from the 2 official pages: The Olympic Games and London 2012, to a complete list of Athletes, Teams, Sports, TV Networks and Partners.
It may not have the same impact, but I can already see some of the larger global brands imitating this strategy in the future. Imagine how a company like P&G could use something like this to its advantage, with the hundreds of brands under its umbrella! It would be a great way to celebrate milestones such as a 175th or 200th anniversary.
Whoever is in charge of the Olympics' digital marketing strategy, kudos for executing such a simple, yet effective idea that capitalizes on Timeline's new functionalities. No gimmicks, no contests, no fan-gating -- all they did was give people what they want. And with Facebook being the biggest global network and the Olympics being the biggest global event, I can't think of a better partnership.
Til then,
Mae
Facebook Pages
 |
| https://www.facebook.com/pages |
If you haven't figured it out from the screenshot, Facebook Pages is basically a library of all..well...Facebook pages. You can filter results using the categories in the menu bar and Like/Unlike a page by simply clicking the thumbnail. To think, I used to go through my pages from my profile and Like/Unlike them manually. Gosh Mae, you are so 2011!
Anyway, I'm not going delve too much into it because what I really want to talk about is the branded Olympics tab, strategically incorporated into the category menu.
Pages/Olympics
 |
| https://www.facebook.com/pages/olympics |
It may not have the same impact, but I can already see some of the larger global brands imitating this strategy in the future. Imagine how a company like P&G could use something like this to its advantage, with the hundreds of brands under its umbrella! It would be a great way to celebrate milestones such as a 175th or 200th anniversary.
Whoever is in charge of the Olympics' digital marketing strategy, kudos for executing such a simple, yet effective idea that capitalizes on Timeline's new functionalities. No gimmicks, no contests, no fan-gating -- all they did was give people what they want. And with Facebook being the biggest global network and the Olympics being the biggest global event, I can't think of a better partnership.
Til then,
Mae
Wednesday, July 25, 2012
The Internet is in Session!
It's amazing how quickly people move on online. Last night, my Twitter feed was clogged with fans praising Christian Bale for being a "real life hero." I'm sure you've heard about last week's mass shooting in the The Dark Knight Rises Colorado premiere by now. An online campaign urged Bale to visit the victims, which he did yesterday afternoon.
That was old news by the time I woke up this morning. Kirsten Stewart had just issued a formal apology for cheating on Robert Pattinson with her Snow White & the Huntsman director, Rupert Sanders. Out were the "what a guy!" comments and in were the "once a cheater, always a cheater" cracks.
It's like high school all over again, except in cyberspace and with the entire world. Brands, celebs, even regular people -- there's no escaping the watchful eyes of the net. Here are a few things that make the Internet like high school:
Gossip
Doesn't matter if it's fact, rumour or theory. Netizens love good gossip. No surprise here, given that the web's #1 selling point is real-time reporting. One semi-interesting Tweet is all it takes.
Bullying
The people insisting that the kids from the bus monitor bullying incident should be whipped and sent to juvi need to get off their high horses. How many of the same folks have Liked, shared or laughed at a Justin Bieber or Twilight meme? On- or offline, bullying is bullying.
Cliques
You've got your social network addicts (guilty), gamers, lurkers, trolls, online shoppers, love seekers, etc. Not exactly the high school cliques we know and love, but it's the same principle (or principal. Get it? Haha. Okay no).
Grades
Thought you left grades behind when you graduated? Think again. With metrics like Klout, Kred, fans, followers, views, shares, Likes and mentions to name a few, I wouldn't be surprised if online profiles included a "Report Card" section in the future.
I'm sure there's more, but these are the ones off the top of my head. It just goes to show: we may have graduated high school, but there is no escape from Internet High.
Til then,
Mae
That was old news by the time I woke up this morning. Kirsten Stewart had just issued a formal apology for cheating on Robert Pattinson with her Snow White & the Huntsman director, Rupert Sanders. Out were the "what a guy!" comments and in were the "once a cheater, always a cheater" cracks.
It's like high school all over again, except in cyberspace and with the entire world. Brands, celebs, even regular people -- there's no escaping the watchful eyes of the net. Here are a few things that make the Internet like high school:
Gossip
Doesn't matter if it's fact, rumour or theory. Netizens love good gossip. No surprise here, given that the web's #1 selling point is real-time reporting. One semi-interesting Tweet is all it takes.
Bullying
The people insisting that the kids from the bus monitor bullying incident should be whipped and sent to juvi need to get off their high horses. How many of the same folks have Liked, shared or laughed at a Justin Bieber or Twilight meme? On- or offline, bullying is bullying.
Cliques
You've got your social network addicts (guilty), gamers, lurkers, trolls, online shoppers, love seekers, etc. Not exactly the high school cliques we know and love, but it's the same principle (or principal. Get it? Haha. Okay no).
Grades
Thought you left grades behind when you graduated? Think again. With metrics like Klout, Kred, fans, followers, views, shares, Likes and mentions to name a few, I wouldn't be surprised if online profiles included a "Report Card" section in the future.
____
I'm sure there's more, but these are the ones off the top of my head. It just goes to show: we may have graduated high school, but there is no escape from Internet High.
Mae
Wednesday, July 18, 2012
If Content is King, then Quality is Queen
Online marketers, copywriters and bloggers: If we got a dollar for every time we see or hear the phrase "content is king!" then we'd all probably be billionaires, so freaking bad.
True. All the money and best advertising in the world would lead nowhere if you've got nothing (or crap) to offer. However, if Content is King, then I crown Quality Queen. You'd be surprised at how much good content there actually is on the web -- it's just that its packaged so badly that we tend to miss it.
Let's take YouTube celebrity Michelle Phan, for example. What makes her makeup tutorials "better" than the thousands out there? She has great content for sure, but so do a lot of others. What makes her stand out? What made Lancome hand-pick her to be their first-ever online brand ambassador?
The answer is quality. Her videos are well-lit and well-edited, with clear step-by-step instructions. Her commentary is friendly, useful and straight-to-the-point, and she always includes a complete product list and related links in the description. With all the low-quality user-generated videos out there, hers are truly a breath of fresh air!
As the Internet grows denser every second, I really do believe that quality has made its place alongside content when it comes to gaining and retaining followers. It's sort of like chess. To stay in the game, you need the King. To survive in the competitive online landscape, you need content. No King, no game. No content, no presence.
The Queen, on the other hand, is the driving force that defeats the competition and ensures that the King stays alive. Likewise, quality (whether in the form of a sleek website design, catchy copywriting, or well-edited videos like Michelle's) may be the deciding factor that makes users choose you over your competitors and ensures your content gets the attention it deserves. Imagine losing your Queen in chess. You'd still be in the game, but not for long!
So put in the effort, people! It could make or break your game.
Til then,
Mae
True. All the money and best advertising in the world would lead nowhere if you've got nothing (or crap) to offer. However, if Content is King, then I crown Quality Queen. You'd be surprised at how much good content there actually is on the web -- it's just that its packaged so badly that we tend to miss it.
Let's take YouTube celebrity Michelle Phan, for example. What makes her makeup tutorials "better" than the thousands out there? She has great content for sure, but so do a lot of others. What makes her stand out? What made Lancome hand-pick her to be their first-ever online brand ambassador?
 |
| http://www.youtube.com/user/michellephan |
The answer is quality. Her videos are well-lit and well-edited, with clear step-by-step instructions. Her commentary is friendly, useful and straight-to-the-point, and she always includes a complete product list and related links in the description. With all the low-quality user-generated videos out there, hers are truly a breath of fresh air!
As the Internet grows denser every second, I really do believe that quality has made its place alongside content when it comes to gaining and retaining followers. It's sort of like chess. To stay in the game, you need the King. To survive in the competitive online landscape, you need content. No King, no game. No content, no presence.
The Queen, on the other hand, is the driving force that defeats the competition and ensures that the King stays alive. Likewise, quality (whether in the form of a sleek website design, catchy copywriting, or well-edited videos like Michelle's) may be the deciding factor that makes users choose you over your competitors and ensures your content gets the attention it deserves. Imagine losing your Queen in chess. You'd still be in the game, but not for long!
So put in the effort, people! It could make or break your game.
Til then,
Mae
Monday, July 9, 2012
What Captain Planet Can Teach Us About Making Websites
Earth
Stay grounded. Think about what you want to achieve and be realistic about what your website can/can't and should/shouldn't do. What is the main purpose of your site? Who is your target audience? People don't visit websites for flashy effects, but for relevant content. Build a strong foundation first and the fancy stuff can come in later.
Fire
Just because your website is grounded doesn't mean it has to be boring. To attract and retain visitors, it must have oomph, flair, spark! Differentiate your site by adding a personal twist or offering something others aren't. Make it interesting enough and it will spread like wildfire.
Wind
Everyone has access to wind and air. Expand your reach by making your website as accessible and easy to navigate as possible. It is cross-browser compatible? Is it mobile friendly? Consider factors such as loading time, screen resolution, JavaScript availability and color limitations, to name a few. It doesn't matter how awesome your website is if people can't see it.
Water
Be "fluid" i.e. adaptive to change. Keep your website up-to-date and flowing with fresh content. Some people think building a website is a one-time thing; after all, there's not much to update when it comes to About or Contact Info. Point taken -- add a News or Blog section then. No need to update it everyday, but don't let it become stagnant either.
Heart
Never underestimate the power of heart. Your passion is what motivated you to create your website in the first place, and it will continue to motivate you to make it better. If your audience can feel how meaningful your work is to you, then your output will become meaningful to them. Nothing produces (quality) traffic more than an emotionally invested audience.
That, dear readers, is what Captain Planet can teach us about making websites. And remember:
Til then,
Mae
Tuesday, June 19, 2012
Imitation Inspiration
Originality is overrated.
As a social media marketer and digital artist, I've often been instructed to "be creative," "think outside the box" and "try something new." In a world where everything seems to have already been said and done, originality is the elusive Road Runner that we strive so hard to catch.
Helmut Krone, an art director considered to be the pioneer of modern advertising, once said:
I asked one of our young writers recently, which was more important: doing your own thing or making the ad as good as it can be? The answer was "Doing my own thing." I disagree violently with that. I'd like to pose a new idea for our age: "Until you've got a better answer, you copy." (Passage taken from "Hey Whipple, Squeeze This. A Guide to Create Advertising" by Luke Sullivan)
Oftentimes, people are so consumed with discovering the next big thing that they forget about the tons of great resources already available at their fingertips. Turn on the TV. Browse the net. Pick up a magazine.
I used to think I was a terrible artist because my works consist mainly of fan art, but even the most "original" art is inspired by something somehow; an event, a person, an object. There are several degrees to inspiration (some more direct than others), but as long as you put your own twist to it, there is nothing to be ashamed of. I believe the same principle applies to good advertising and social media.
I do, however, want to draw the distinction between copying outright and getting inspiration. Think of it this way:
Memes, to me, are the perfect example of "copying someone" the right (and legal) way. After all, a meme is essentially taking an idea and customizing it to make it your own. And guess what? People love them!
In a nutshell:
- Originality is overrated
- Copying is okay, but don't be a repost. Be a meme.
Til then,
Mae
As a social media marketer and digital artist, I've often been instructed to "be creative," "think outside the box" and "try something new." In a world where everything seems to have already been said and done, originality is the elusive Road Runner that we strive so hard to catch.
Helmut Krone, an art director considered to be the pioneer of modern advertising, once said:
I asked one of our young writers recently, which was more important: doing your own thing or making the ad as good as it can be? The answer was "Doing my own thing." I disagree violently with that. I'd like to pose a new idea for our age: "Until you've got a better answer, you copy." (Passage taken from "Hey Whipple, Squeeze This. A Guide to Create Advertising" by Luke Sullivan)
Oftentimes, people are so consumed with discovering the next big thing that they forget about the tons of great resources already available at their fingertips. Turn on the TV. Browse the net. Pick up a magazine.
I used to think I was a terrible artist because my works consist mainly of fan art, but even the most "original" art is inspired by something somehow; an event, a person, an object. There are several degrees to inspiration (some more direct than others), but as long as you put your own twist to it, there is nothing to be ashamed of. I believe the same principle applies to good advertising and social media.
I do, however, want to draw the distinction between copying outright and getting inspiration. Think of it this way:
COPYING OUTRIGHT = REPOST
GETTING INSPIRATION = MEME
GETTING INSPIRATION = MEME
Memes, to me, are the perfect example of "copying someone" the right (and legal) way. After all, a meme is essentially taking an idea and customizing it to make it your own. And guess what? People love them!
In a nutshell:
- Originality is overrated
- Copying is okay, but don't be a repost. Be a meme.
Til then,
Mae
Thursday, June 7, 2012
Visual.ly: Browse & Create Infographics
If you're a social media fanatic like me, then no doubt you've noticed the recent Infographic craze. Everywhere you look -- news sites, blogs, viral sharing sites like 9GAG or Pinterest -- everyone seems to be hopping onto the Infographic bandwagon.
I myself have joined the craze. As a digital project manager, one of my jobs is to regularly update Facebook fan pages and Twitter feeds, and with this comes the responsibility of searching for fun, engaging yet useful content. This is where Infographics come into play. No only do they brighten up an otherwise bland-looking and text-filled Facebook wall, fans are also more likely to click a link or comment when there a visual in place.
My favorite place to hunt for Infographics? Visual.ly
Visual.ly offers a great selection of Infographics to learn and choose from. The thing I love about it is that anyone can upload their own Infographic onto the site for free -- it's Infographics by regular people like you, about topics that regular people like you care about. Here are some cute examples:
Laundry Symbols Explained
The Coolest Barcode Scanners in Movies
Top Migrant Destinations
Visual.ly also houses a free Infographic-generator app, which currently offers 3 templates: (1) Life of a Hashtag, (2) The Facebook Social Life, and my personal favorite (3) The Twitter Account Showdown! Just enter your data into select fields (example: your Twitter handle or Facebook page) and it creates the Infographic for you!
Just for fun, I've decided to do a showdown between myself and my good friend Kiks (check out her portfolio here)!
Give it a shot! It's fun, free and informational! Reminds me of why I got into social media in the first place!
Til then,
Mae
I myself have joined the craze. As a digital project manager, one of my jobs is to regularly update Facebook fan pages and Twitter feeds, and with this comes the responsibility of searching for fun, engaging yet useful content. This is where Infographics come into play. No only do they brighten up an otherwise bland-looking and text-filled Facebook wall, fans are also more likely to click a link or comment when there a visual in place.
My favorite place to hunt for Infographics? Visual.ly
Visual.ly offers a great selection of Infographics to learn and choose from. The thing I love about it is that anyone can upload their own Infographic onto the site for free -- it's Infographics by regular people like you, about topics that regular people like you care about. Here are some cute examples:
Laundry Symbols Explained
The Coolest Barcode Scanners in Movies
Top Migrant Destinations
Visual.ly also houses a free Infographic-generator app, which currently offers 3 templates: (1) Life of a Hashtag, (2) The Facebook Social Life, and my personal favorite (3) The Twitter Account Showdown! Just enter your data into select fields (example: your Twitter handle or Facebook page) and it creates the Infographic for you!
Just for fun, I've decided to do a showdown between myself and my good friend Kiks (check out her portfolio here)!
Give it a shot! It's fun, free and informational! Reminds me of why I got into social media in the first place!
Til then,
Mae
Friday, May 25, 2012
Infographic: American Idol Social Media Showdown
Another season of American Idol has come and gone and surprise! The winner is Phillip Phillips! Yes, American Idol has added yet another WGWG (that's "white guy with guitar" for you) to their growing list of WGWG winners.
I'll be honest, I stopped watching AI the moment Taylor Hicks took crown in Season 5. Such a letdown, especially following the amazingly talented, beautiful and down-to-earth Season 4 victor, Carrie Underwood. Still, I kept with the times, reading the news and occasionally chancing upon it on TV.
It was one of these "occasional chances" that made me decide to watch AI again. It was top 8 or 9ish by then and I heard Jessica Sanchez sing. Holy smokes, I thought. This is it. She wasn't perfect. Her renditions of Queen's "Bohemian Rhapsody" and Aerosmith's "I Don't Wanna Miss A Thing" were okay at best (Steve Tyler was being nice). Her stage presence needed work, unlike Joshua, Skylar and Phillip, who were naturals. But she had raw talent, she was young, passionate and more importantly she was marketable.
Online, the signs pointed to her victory (let's forget the whole "Saved" debacle, which was totally staged anyway). Check out this infographic I made summarizing Jessica and Phillip's respective social media profiles before the finale:
It's clear that Jessica has a larger, or at least more socially active, following. So why did Phillips win?
It's a simple answer that many businesses tend to overlook. As important as social media is, it does not necessarily represent offline behaviour. First, a handful of Jessica's fans are likely non-Americans. Second, just because someone shares his or her opinion online, doesn't mean it will translate to concrete actions.
I wish I didn't have to say I was disappointed with the results. After all, Phillip Phillips is a very talented man in his own right (and hot to boot). Still, with AI's ratings steadily dropping since Season 6, a fresh new winner might have been just the boost it needed.
Til then,
Mae
 |
| From L-R: David Cook, Kris Allen, Lee Dewyze, Scotty McCreery and the newly crowned Phillip Phillips |
I'll be honest, I stopped watching AI the moment Taylor Hicks took crown in Season 5. Such a letdown, especially following the amazingly talented, beautiful and down-to-earth Season 4 victor, Carrie Underwood. Still, I kept with the times, reading the news and occasionally chancing upon it on TV.
It was one of these "occasional chances" that made me decide to watch AI again. It was top 8 or 9ish by then and I heard Jessica Sanchez sing. Holy smokes, I thought. This is it. She wasn't perfect. Her renditions of Queen's "Bohemian Rhapsody" and Aerosmith's "I Don't Wanna Miss A Thing" were okay at best (Steve Tyler was being nice). Her stage presence needed work, unlike Joshua, Skylar and Phillip, who were naturals. But she had raw talent, she was young, passionate and more importantly she was marketable.
Online, the signs pointed to her victory (let's forget the whole "Saved" debacle, which was totally staged anyway). Check out this infographic I made summarizing Jessica and Phillip's respective social media profiles before the finale:
It's clear that Jessica has a larger, or at least more socially active, following. So why did Phillips win?
It's a simple answer that many businesses tend to overlook. As important as social media is, it does not necessarily represent offline behaviour. First, a handful of Jessica's fans are likely non-Americans. Second, just because someone shares his or her opinion online, doesn't mean it will translate to concrete actions.
I wish I didn't have to say I was disappointed with the results. After all, Phillip Phillips is a very talented man in his own right (and hot to boot). Still, with AI's ratings steadily dropping since Season 6, a fresh new winner might have been just the boost it needed.
Til then,
Mae
Wednesday, May 23, 2012
Facebook, Marriage and Organ Donors
First things first: Congratulations to Mark Zuckerberg on his wedding with long-time girlfriend Priscilla Chan! For those who haven't heard, the couple tied to knot in a simple surprise ceremony on May 19, 2012.
Priscilla Chan, who just earned her medical degree at the University of California last week, has no doubt been a inspiration to the world's youngest self-made billionaire; the most recent example being Facebook's decision to incorporate the new Organ Donor feature in Timeline.
"Starting today, you can add that you're an organ donor to your timeline, and share your story about when, where or why you decided to become a donor... (Facebook) can be a big part of helping solve the crisis out there."—Facebook CEO Mark Zuckerberg, May 1, 2012
Since the announcement, tens of thousands of users have already signed up to be organ donors. Finally, an online act that can actually potentially make a difference, as opposed to meaningless (and often unrelated) Facebook memes! An act that not only announces your support, but gives you the opportunity to do something about it if and when the need arises.
What do you think? Will you sign up to be an organ donor*?
*Note: this feature is not yet available in Canada
xoxo
Mae
Related links
Organ donation: Facebook's priceless offering
Mark Zuckerberg wife: Priscilla Chan Profile
 |
| Congratulations to the happy couple! |
Priscilla Chan, who just earned her medical degree at the University of California last week, has no doubt been a inspiration to the world's youngest self-made billionaire; the most recent example being Facebook's decision to incorporate the new Organ Donor feature in Timeline.
"Starting today, you can add that you're an organ donor to your timeline, and share your story about when, where or why you decided to become a donor... (Facebook) can be a big part of helping solve the crisis out there."—Facebook CEO Mark Zuckerberg, May 1, 2012
Since the announcement, tens of thousands of users have already signed up to be organ donors. Finally, an online act that can actually potentially make a difference, as opposed to meaningless (and often unrelated) Facebook memes! An act that not only announces your support, but gives you the opportunity to do something about it if and when the need arises.
What do you think? Will you sign up to be an organ donor*?
*Note: this feature is not yet available in Canada
xoxo
Mae
Related links
Organ donation: Facebook's priceless offering
Mark Zuckerberg wife: Priscilla Chan Profile
Friday, April 27, 2012
Crappy Facebook Ads
Today I want to talk about crappy Facebook ads and tips on how to improve them.
Wrong-sized / Text-filled / Blurry Images
With over 50,000,000 singles ready to mingle, not one could provide a decent-sized photo for this ad. Ad images are 110 px wide by 80 px tall. If your image is square or vertical, Facebook
will resize it and you end up with an ugly empty
space that shows you're too lazy to crop or resize your image.
You know what's hell? Trying to read the tiny words in this tiny wrong-sized image. Since the specs are already so small, don't choose images with so much text in them.
Is that supposed to be a home or the cliff where Scar killed Mufasa?
Tip: Choose clear, recognizable images with little or no text and correct dimensions. Your image should entice people to click the ad, not to squint or give them headaches.
Irrelevant Image or Copy
The "not for kids" angle might work on TV where there's time
to build up the humor and deliver the punch line. However, it just
seems contrived in a Facebook ad. How does announcing "Negotiating is
NOT for kids!" convince us that your advice is worth listening to? Plus, the folks at Karrass have obviously never seen kids throw tantrums in the supermarket.
Tip: Your image and copy should compliment each other. Copy should be convincing, straight to the point and clearly state how the product or service can benefit the consumer.
Redundant Redundancy
Vague / No call-to-action
How do I participate? Do I answer a survey? Do I join a contest? Why do I have to be a 45-year-old male?
What?
Tip: Vague copy may entice people to learn more, but since Facebook ads are pay-per-click, you pay every time someone clicks your ad. Therefore, you want quality clicks, not just "What does this mean" clicks. Hold off enough information so people will want to learn more, but provide enough so they know what they're getting into.
Bad Targeting
This is an actual ad that appeared on my Facebook page. If done properly, Facebook ads are targeted to your specific demographic and
interests. I suppose I'm in the correct location and age range, but this has nothing to do with my interests. I don't even drink!
Tip: Some ads can get away with general demographic or location targeting (ex. restaurants, holidays, movies) but some need to be targeted more specifically (ex. jobs, seminars, niche products). The more relevant your targeting is, the higher the chance you'll find a potential customer.
Too Much Exposure
I click Facebook ads for 2 reasons: (1) I'm actually interested or (2) they appear so many times that I want to punish the advertiser by literally making them pay. Other people probably aren't as mean as me, but it never hurts not to annoy potential customers.
Tip: Overexposure usually means your ad has been running too long or your budget is too big. Since Facebook ads are pay-per-click, a higher budget generally means your ads will run more often. If you have a small target market and a large budget, Facebook will expose your ad to the same people multiple times simply to exhaust the money.
Long story short, Facebook ads may seem cheap and risk-free, but can be costly if done incorrectly. So do it right and if you have questions, feel free to comment below!
Til then,
Mae
Related links:
Facebook Ads Best Practices
Wrong-sized / Text-filled / Blurry Images
Tip: Choose clear, recognizable images with little or no text and correct dimensions. Your image should entice people to click the ad, not to squint or give them headaches.
Irrelevant Image or Copy
Whoever chose this image must have been drunk with Molson M. What does it have to do with the ad? If you drink beer you'll become a dancer?
Tip: Your image and copy should compliment each other. Copy should be convincing, straight to the point and clearly state how the product or service can benefit the consumer.
Redundant Redundancy
The brand name makes up the
entire title, which is already in the web address. The web address is reiterated in the copy because apparently we're blind and missed it. It's repeated yet again in the image, in case we still
haven't figured it out.
I think this one is intentional though! haha
Tip: You have 25 and 135 characters max for your title and body, respectively. Don't waste it! Unlike Google, people don't go to Facebook to search, so spewing out information is not enough. People go on Facebook to socialize or to be entertained, so use catchy adjectives to grab their attention.
Vague / No call-to-action
Tip: Vague copy may entice people to learn more, but since Facebook ads are pay-per-click, you pay every time someone clicks your ad. Therefore, you want quality clicks, not just "What does this mean" clicks. Hold off enough information so people will want to learn more, but provide enough so they know what they're getting into.
Bad Targeting
Tip: Some ads can get away with general demographic or location targeting (ex. restaurants, holidays, movies) but some need to be targeted more specifically (ex. jobs, seminars, niche products). The more relevant your targeting is, the higher the chance you'll find a potential customer.
Too Much Exposure
I click Facebook ads for 2 reasons: (1) I'm actually interested or (2) they appear so many times that I want to punish the advertiser by literally making them pay. Other people probably aren't as mean as me, but it never hurts not to annoy potential customers.
Tip: Overexposure usually means your ad has been running too long or your budget is too big. Since Facebook ads are pay-per-click, a higher budget generally means your ads will run more often. If you have a small target market and a large budget, Facebook will expose your ad to the same people multiple times simply to exhaust the money.
Long story short, Facebook ads may seem cheap and risk-free, but can be costly if done incorrectly. So do it right and if you have questions, feel free to comment below!
Til then,
Mae
Related links:
Facebook Ads Best Practices
Monday, April 23, 2012
KONY 2012 Cover the Night #Fail
Hi all! Sorry I haven't blogged in so long -- I recently started my job as a Project Manager for October 17 Media and am currently working on a new deviation (check out my gallery!).
I want to share my thoughts on the latest news on KONY 2012. If you recall, the objective of the video was "to make Kony famous," an effort which "will culminate on one day: April 20, when we 'cover the night.' This is the day we will meet at sundown and blanket every street in every city [with Stop-Kony propaganda]."
Well, April 20 has come and gone and barely anything can be heard of KONY 2012 online. According to recent news (1 | 2 | 3) , not much has happened in the physical world either, with only a handful of volunteers showing up in each aforementioned city.
How did the most successful viral video of all time become such an on-ground flop?
The Backlash
Almost immediately after the video's release, word began to spread that the campaign was a scam. Turns out critics were right in saying that most KONY 2012 supporters were slacktivists. If their opinions can be easily swayed by a flashy video, then it can be reversed just as easily by well-written articles.
To Little, Too Late
As a response to said backlash, a second video was produced. Unfortunately, to quote BBC's Sherlock, "He planted that doubt in her head... You can’t kill an idea, can you? Not once it’s made a home there." Despite reaching 1.9 million views in 3 weeks, KONY 2012: Part II failed to make the same impact as the original.
Lack of Leadership
IMO, the PR team should have spent less on making a second video and more on planting volunteers to act as rally leaders in high-profile cities like New York and LA. Imagine if there was a persistent and passionate KONY 2012 representative in your city, proactively encouraging you to join the protest. I'd sooner listen to that than a couple of university students with extra time on their hands (no offense).
Seriously? On 420?
Last but not the least -- why April 20? Because it's easy to remember? Because there would already be large crowds of people at a common venue? Because they wanted to capitalize on every city's resident stoners? This Tweet says it all:
It just goes to show that just because something is successful online, doesn't mean it will translate well offline. Part I may have been highly effective in getting people to talk, but Part II (arguably the more important half) failed in getting people to do. And that, my friends, is the problem with online activism -- it's easier clicked than done.
Til then,
Mae
I want to share my thoughts on the latest news on KONY 2012. If you recall, the objective of the video was "to make Kony famous," an effort which "will culminate on one day: April 20, when we 'cover the night.' This is the day we will meet at sundown and blanket every street in every city [with Stop-Kony propaganda]."
Well, April 20 has come and gone and barely anything can be heard of KONY 2012 online. According to recent news (1 | 2 | 3) , not much has happened in the physical world either, with only a handful of volunteers showing up in each aforementioned city.
How did the most successful viral video of all time become such an on-ground flop?
The Backlash
Almost immediately after the video's release, word began to spread that the campaign was a scam. Turns out critics were right in saying that most KONY 2012 supporters were slacktivists. If their opinions can be easily swayed by a flashy video, then it can be reversed just as easily by well-written articles.
To Little, Too Late
As a response to said backlash, a second video was produced. Unfortunately, to quote BBC's Sherlock, "He planted that doubt in her head... You can’t kill an idea, can you? Not once it’s made a home there." Despite reaching 1.9 million views in 3 weeks, KONY 2012: Part II failed to make the same impact as the original.
Lack of Leadership
IMO, the PR team should have spent less on making a second video and more on planting volunteers to act as rally leaders in high-profile cities like New York and LA. Imagine if there was a persistent and passionate KONY 2012 representative in your city, proactively encouraging you to join the protest. I'd sooner listen to that than a couple of university students with extra time on their hands (no offense).
Seriously? On 420?
Last but not the least -- why April 20? Because it's easy to remember? Because there would already be large crowds of people at a common venue? Because they wanted to capitalize on every city's resident stoners? This Tweet says it all:
It just goes to show that just because something is successful online, doesn't mean it will translate well offline. Part I may have been highly effective in getting people to talk, but Part II (arguably the more important half) failed in getting people to do. And that, my friends, is the problem with online activism -- it's easier clicked than done.
Til then,
Mae
Saturday, April 7, 2012
The Hunger Games and KONY 2012
I'm literally in the middle of reading a scene in Mockingjay, the final book of The Hunger Games, but I had to blog about this.
NOTE: If you haven't finished the series, then I urge you NOT to read the next paragraph, because it may contain spoilers.
So I'm in the part where Katniss, having consented to be the Rebellion's Mockingjay, is being prepped for a propaganda TV spot against the Capitol. Even though she spent the last few weeks holed up in District 13's underground facilities, doing nothing but act moody and confused, the scene calls for her to stand in the middle of a bloody battleground and shout lines to her fellow fighters that they must keep going.
She is supposed to be with the good guys. And yet, they are doing exactly what the Capitol is doing -- brainwashing the masses and justifying their actions through makeup, costumes, fancy film-making and a heart-wrenching (yet staged) storyline.
If this does not sound like KONY 2012 to you, I don't know what does. I'm not saying KONY 2012 is staged, but there is a lot of dramatization involved. And in case you haven't heard, Invisible Children, the creators of the KONY 2012 viral video, has just released a new spot: KONY 2012: Part II - Beyond Famous.
The video is a direct response to accusations that KONY 2012 is nothing short of slacktivism. Now that Kony is famous, it is time to take action.
Can I just share how creeped out I am that Suzanne Collins' Hunger Games world is so strikingly similar to what is happening today? Numerous articles have been written about the series' themes -- dystopia, government control, voyeurism, big-brotherism, desensitization -- but most examples center on reality TV.
However, these themes exist beyond that genre and it doesn't always have to be the government or capitalists who are "controlling" us. Quite different from the Capitol's Hunger Games, KONY 2012 is much more akin to District 13's propaganda video.
And to me, that's scary. Because what if everything we believed in, our values, our morals, were never really ours, but were just handed to us, wrapped in pretty packages that pull our heartstrings and make us think we're doing the right thing? (I'm not even going to start with religion...). Isn't that even more disturbing than loving reality TV?
Anyway, that's it. "Rant" over. I'm gonna go finish that scene now.
xoxo
Mae
NOTE: If you haven't finished the series, then I urge you NOT to read the next paragraph, because it may contain spoilers.
So I'm in the part where Katniss, having consented to be the Rebellion's Mockingjay, is being prepped for a propaganda TV spot against the Capitol. Even though she spent the last few weeks holed up in District 13's underground facilities, doing nothing but act moody and confused, the scene calls for her to stand in the middle of a bloody battleground and shout lines to her fellow fighters that they must keep going.
She is supposed to be with the good guys. And yet, they are doing exactly what the Capitol is doing -- brainwashing the masses and justifying their actions through makeup, costumes, fancy film-making and a heart-wrenching (yet staged) storyline.
If this does not sound like KONY 2012 to you, I don't know what does. I'm not saying KONY 2012 is staged, but there is a lot of dramatization involved. And in case you haven't heard, Invisible Children, the creators of the KONY 2012 viral video, has just released a new spot: KONY 2012: Part II - Beyond Famous.
The video is a direct response to accusations that KONY 2012 is nothing short of slacktivism. Now that Kony is famous, it is time to take action.
Can I just share how creeped out I am that Suzanne Collins' Hunger Games world is so strikingly similar to what is happening today? Numerous articles have been written about the series' themes -- dystopia, government control, voyeurism, big-brotherism, desensitization -- but most examples center on reality TV.
However, these themes exist beyond that genre and it doesn't always have to be the government or capitalists who are "controlling" us. Quite different from the Capitol's Hunger Games, KONY 2012 is much more akin to District 13's propaganda video.
And to me, that's scary. Because what if everything we believed in, our values, our morals, were never really ours, but were just handed to us, wrapped in pretty packages that pull our heartstrings and make us think we're doing the right thing? (I'm not even going to start with religion...). Isn't that even more disturbing than loving reality TV?
Anyway, that's it. "Rant" over. I'm gonna go finish that scene now.
xoxo
Mae
Tuesday, April 3, 2012
Nostalgia Works
One misconception about content marketing is that material should always be fresh, informational or newsworthy. Sharing old content or "reposting" is generally frowned upon in a world where new information pops up and spreads like wildfire.
Disney's Facebook fan page is a great example of how this isn't always true. Rather than share promotional news or info, the brand capitalizes on its rich history by posting screenshots of classic Disney movies. A screenshot can generate up to a hundred thousand Likes and thousands of shares and comments.
Nostalgia works because in today's digitized and fast-paced world, consumers seek the comfort and familiarity of "the good ol' days" when things were simpler and more reliable. Social media marketing doesn't necessarily have to be hip, trendy or new--tapping into an existing fan base's loyalty can be just as (if not more) powerful.
Other brands that use nostalgia in content marketing:
Til then,
Mae
Related links:
How Disney violates a content marketing rule. To great effect.
How nostalgia in marketing helps brands sell
Nostalgia surge in Marketing
Disney's Facebook fan page is a great example of how this isn't always true. Rather than share promotional news or info, the brand capitalizes on its rich history by posting screenshots of classic Disney movies. A screenshot can generate up to a hundred thousand Likes and thousands of shares and comments.
 |
| Cinderella, 1950 |
 |
| Dumbo, 1941 |
 |
| The Princess and the Frog, 2009 |
Nostalgia works because in today's digitized and fast-paced world, consumers seek the comfort and familiarity of "the good ol' days" when things were simpler and more reliable. Social media marketing doesn't necessarily have to be hip, trendy or new--tapping into an existing fan base's loyalty can be just as (if not more) powerful.
Other brands that use nostalgia in content marketing:
 |
| Coca-Cola shares fun trivia about its history |
 | |
| Oreo utilizes Facebook Timeline's Milestones function |
 |
| Volkswagen takes fans on a drive through memory lane |
Mae
Related links:
How Disney violates a content marketing rule. To great effect.
How nostalgia in marketing helps brands sell
Nostalgia surge in Marketing
Wednesday, March 28, 2012
Pottermore, Twilight Time Capsule and TheCapitolPN
In light of the Hunger Games movie and the official Pottermore launch (more on that this April), today's post will compare the official viral fansites of this generation's largest fandoms: Harry Potter, Twilight and The Hunger Games.
Pottermore
http://www.pottermore.com/
Overview
Pottermore is an interactive, illustrated companion to the Harry Potter books. The site is divided into chapters from the books, which users must unlock in chronological order.
Within each chapter, users can interact with key story "Moments" (such as buying a wand and getting Sorted), upload comments/artworks, or collect items which can be used later in the game. The site also features up to 18,000 words of unpublished information on the book's characters, places, items and events.
Students can earn House Points by successfully brewing a potion, winning a duel, collecting items or unlocking information.
Objective
To enhance the readers' experience by allowing them to interact with story elements and to gain more knowledge about the Wizarding World.
Current Status
The site received positive reviews during its beta period (mid-August to present) due to its beautiful artwork and exclusive content by J.K. Rowling. However, several problems pushed the official launch from October 2011 to April 2012.
Twilight Time Capsule
http://www.twilighttimecapsule.com/
Overview
Twilight Time Capsule is a user-generated online community that allows fans to commemorate and share Twilight memories with each other. Fans are encouraged to upload their own photos, videos and comments alongside the official posters and trailers in a timeline-like navigation bar.
Users can filter through thousands of content by source (fan vs. official), upload type (comment, image or video), movie, book character, etc. Links to YouTube, Facebook, Twitter, Flickr, Photobucket, MySpace and Instagram are also provided so fans can share them with other social networking sites.
Objective
To provide a single platform for fans to express their love for Twilight by sharing and reliving their favorite Twilight memories.
Current Status
The site is currently active and continues to gain traffic, with the final movie slated for release this November. It has been praised for being "the ultimate fan destination" and a great example on how to capitalize on a fandom's passion through social media.
TheCapitol.PN
http://thecapitol.pn
Overview
At present, TheCapitolPN allows users to be placed in a District, get a District Identification Pass and get other fans excited by sharing their passes on various social networks.
Other site features include movie reviews, District Tribute profiles, Capitol updates, movie screenshots and District information such as registered citizens per District, tracker jacker incidents, etc.
The site also acts as a portal to all the official Hunger Games social networking sites, website and the Capitol Couture microsite.
Objective
To get fans excited for the upcoming movies by inviting them to be a part of Panem and spreading the word through social media.
Current Status
Since its launch last fall, the site has gone viral with over 50,000 Facebook participants to date. As more features are slowly being released (Capitol Couture just launched in January), fans believe there can only be more to come. We'll see!
My Verdict
Note: I think it's too early to fairly assess TheCapitolPN, so we'll leave it out of this debate for now.
In terms of uniqueness and design, Pottermore wins. Although Twilight Time Capsule's timeline navigation is one of the firsts, user-generated fan pages are not unheard of these days. Pottermore's concept is truly unique, which is probably why it's so hard to explain to non-users.
However, looking at sustainability, TTC takes the crown. The problem with Pottermore is there is very little incentive to return once you've unlocked all the chapters and read the new information. If the Twilight fandom is as strong as it appears, then TTC will never have this problem. Even when the movies come to an end, loyal fans will continue to generate content, just as they still do for Star Wars, Lord of the Rings, Sherlock Holmes and other literature that we love.
Check out these sites and let me know what you think! :)
xoxo
Mae
Pottermore
http://www.pottermore.com/
Overview
Pottermore is an interactive, illustrated companion to the Harry Potter books. The site is divided into chapters from the books, which users must unlock in chronological order.
Within each chapter, users can interact with key story "Moments" (such as buying a wand and getting Sorted), upload comments/artworks, or collect items which can be used later in the game. The site also features up to 18,000 words of unpublished information on the book's characters, places, items and events.
Students can earn House Points by successfully brewing a potion, winning a duel, collecting items or unlocking information.
Objective
To enhance the readers' experience by allowing them to interact with story elements and to gain more knowledge about the Wizarding World.
Current Status
The site received positive reviews during its beta period (mid-August to present) due to its beautiful artwork and exclusive content by J.K. Rowling. However, several problems pushed the official launch from October 2011 to April 2012.
Twilight Time Capsule
http://www.twilighttimecapsule.com/
Overview
Twilight Time Capsule is a user-generated online community that allows fans to commemorate and share Twilight memories with each other. Fans are encouraged to upload their own photos, videos and comments alongside the official posters and trailers in a timeline-like navigation bar.
Users can filter through thousands of content by source (fan vs. official), upload type (comment, image or video), movie, book character, etc. Links to YouTube, Facebook, Twitter, Flickr, Photobucket, MySpace and Instagram are also provided so fans can share them with other social networking sites.
Objective
To provide a single platform for fans to express their love for Twilight by sharing and reliving their favorite Twilight memories.
Current Status
The site is currently active and continues to gain traffic, with the final movie slated for release this November. It has been praised for being "the ultimate fan destination" and a great example on how to capitalize on a fandom's passion through social media.
TheCapitol.PN
http://thecapitol.pn
Overview
At present, TheCapitolPN allows users to be placed in a District, get a District Identification Pass and get other fans excited by sharing their passes on various social networks.
Other site features include movie reviews, District Tribute profiles, Capitol updates, movie screenshots and District information such as registered citizens per District, tracker jacker incidents, etc.
The site also acts as a portal to all the official Hunger Games social networking sites, website and the Capitol Couture microsite.
Objective
To get fans excited for the upcoming movies by inviting them to be a part of Panem and spreading the word through social media.
Current Status
Since its launch last fall, the site has gone viral with over 50,000 Facebook participants to date. As more features are slowly being released (Capitol Couture just launched in January), fans believe there can only be more to come. We'll see!
My Verdict
Note: I think it's too early to fairly assess TheCapitolPN, so we'll leave it out of this debate for now.
In terms of uniqueness and design, Pottermore wins. Although Twilight Time Capsule's timeline navigation is one of the firsts, user-generated fan pages are not unheard of these days. Pottermore's concept is truly unique, which is probably why it's so hard to explain to non-users.
However, looking at sustainability, TTC takes the crown. The problem with Pottermore is there is very little incentive to return once you've unlocked all the chapters and read the new information. If the Twilight fandom is as strong as it appears, then TTC will never have this problem. Even when the movies come to an end, loyal fans will continue to generate content, just as they still do for Star Wars, Lord of the Rings, Sherlock Holmes and other literature that we love.
Check out these sites and let me know what you think! :)
xoxo
Mae
Sunday, March 25, 2012
Looking for love? Get on Warcraft!
In one of my earliest blog posts, I talked about how WoW is the perfect example of an effective online community. Turns out, it's an effective online dating site as well!
A recent study by Online University shows that World of Warcraft may be more effective than eHarmony or Match.com in finding your potential mate.
Created by: OnlineUniversity.net
It's like when two leads end up together in action movies such as Pirates of the Caribbean or The Mummy. Unlike dating sites, you meet through a common experience (ex. a quest or an adventure) and not a survey, which tells you a lot more about each other than a list of characteristics you wrote yourself.
Much like "real life", two people don't necessarily have to share the same interests to make a good couple (something that most dating sites rely on when finding a match). What's important is that they trust and understand each other, have common goals, and work well as a team -- and aren't these what makes successful WoW players?
xoxo
Mae
A recent study by Online University shows that World of Warcraft may be more effective than eHarmony or Match.com in finding your potential mate.
Created by: OnlineUniversity.net
It's like when two leads end up together in action movies such as Pirates of the Caribbean or The Mummy. Unlike dating sites, you meet through a common experience (ex. a quest or an adventure) and not a survey, which tells you a lot more about each other than a list of characteristics you wrote yourself.
Much like "real life", two people don't necessarily have to share the same interests to make a good couple (something that most dating sites rely on when finding a match). What's important is that they trust and understand each other, have common goals, and work well as a team -- and aren't these what makes successful WoW players?
xoxo
Mae
Friday, March 23, 2012
Quality > Quantity when it comes to Social Media
Social media marketing does NOT mean joining every social media channel out there. Too often, I have seen brands that use Facebook, Twitter, YouTube, LinkedIn, Tumblr, Pinterest, Google+, Flickr and whatever else they can get their hands on.
Here's what happens when brands have too many accounts:
Therefore, it's important to choose the platforms that best suit your brand strategy, available resources and target market. Make sure each platform has a unique, specific and valuable role to play. Not only is it less confusing (for you and your consumers), it is less time-consuming, more effective and more cost-efficient as well.
xoxo
Mae
Here's what happens when brands have too many accounts:
- Inactive accounts, because they didn't actually prepare content for that specific platform (ex. an empty Pinterest board) or because they realized it wasn't right for their target market (ex. Flickr for a bank).
- Copy-pasted content because they wanted to have a "strong online presence" but couldn't decide where to put what (ex. synching Facebook and Twitter accounts, uploading the same video on Facebook and YouTube).
Therefore, it's important to choose the platforms that best suit your brand strategy, available resources and target market. Make sure each platform has a unique, specific and valuable role to play. Not only is it less confusing (for you and your consumers), it is less time-consuming, more effective and more cost-efficient as well.
xoxo
Mae
Wednesday, March 21, 2012
Shave Time. Shave Money. Shave the Gimmicks.
Enter the latest viral video to hit the web! This time, it's an ad for a start-up company called the Dollar Shave Club, which just launched 2 weeks ago.
The Proposition: For a monthly fee of $1, the Dollar Shave Club will mail you a basic razor and five twin-blade heads every month. And guess what. Their blades are not just good -- they're F***ing Great!
As of today, the video has 3.6 million YouTube views and shows no signs of slowing down. Consumers and marketers can't help but praise the ad's simple, clear, cost-efficient yet effective communication strategy.
"If everyone else made commercials like this I would buy everything."
"I have decided to write to every single company to make commercials like this one."
"Great humor, I wish there was more advertisements like this..."
Hailed by many as "the new Old Spice", the success of the ad tells us at least one thing about today's consumers. You don't need money, celebrities or special effects to make a good ad. These days, all we really want are creativity, straightforwardness and a bit of good-natured humor.
Men, what do you think? Will you be signing up?
xoxo
Mae
Related links:
The Dollar Shave Club’s pitch is smooth, and razor sharp
Lessons In Razor's-Edge Creativity From The Dollar Shave Club
What Dollar Shave Club can Teach You About Making a Video for Your Startup
Monday, March 19, 2012
Time to Unfollow (you on Twitter)!
We've all done it -- "de-clutter" our Twitter feed by going through the list of friends/celebs/websites/brands/etc we follow and click Unfollow - click Unfollow - click Unfollow!
What atrocities could you have possibly done to make people who consciously followed you renege? Here are my top 10 reasons:
1. Tweeting too much
If I can't scroll down my Twitter feed without your profile pic being in every frame, then you're Tweeting too much. I don't need a minute-by-minute play of your life. A stream of consecutive Tweets within a certain time is okay as long as there's reason behind it. For instance, @hpsecrets usually has a Harry Potter trivia theme for the day and Tweets a series of fun facts at specific time.
2. Tweeting too little
If you only Tweet once a month, chances are I'll unfollow you because what's the point?
This is NOT okay:
4. @everybody
I stopped following @KatyPerry because of this. She had one of those "I'll answer all your questions!" moments and every single one of her Tweets was a reply. I know a lot of celebrities do this, but I don't think they should ever attempt to answer ALL the questions. Just the interesting ones.
At any rate, Katy's Tweets look okay now. I think I'll re-follow her.
5. #not #everything #has #to #be #a #hashtag
It's okay to Tweet purely in hashtag every now and then. Sometimes, it's hard to find words to describe how you feel so hashtags suffice.
6. Spam
I like to have it for breakfast but not on my Twitter feed. Unfollow.
8. Not relevant (anymore)
People's interests change. I'm currently job-hunting so I've followed a ton of Canada-based job search accounts (@FreshGigsca @Jobsprout @BestJobsInVan). Chances are, I'll unfollow them once I'm employed.
9. Too whiny
It's normal to have a complaint or two and Tweet about it. But if all your Tweets contain rants and self-pity, then I'm sorry. I go to Twitter for happiness, not for negative vibes.
10. Fake
This goes without saying. If I find out you're a robot or an imposter, you will be unfollowed. Real humans only, please.
--------
Now, I'm no Twitter saint. I, too, have been guilty of doing these things at least once (well, except being a robot). In fact, I'm about to do #7 right now. The main takeaway is to not overdo it. Everything in moderation :)
What are some reasons why you've Unfollowed an account?
xoxo
Mae
What atrocities could you have possibly done to make people who consciously followed you renege? Here are my top 10 reasons:
1. Tweeting too much
If I can't scroll down my Twitter feed without your profile pic being in every frame, then you're Tweeting too much. I don't need a minute-by-minute play of your life. A stream of consecutive Tweets within a certain time is okay as long as there's reason behind it. For instance, @hpsecrets usually has a Harry Potter trivia theme for the day and Tweets a series of fun facts at specific time.
2. Tweeting too little
If you only Tweet once a month, chances are I'll unfollow you because what's the point?
3. Twitter is not a chat room
This is okay:
This is NOT okay:
4. @everybody
I stopped following @KatyPerry because of this. She had one of those "I'll answer all your questions!" moments and every single one of her Tweets was a reply. I know a lot of celebrities do this, but I don't think they should ever attempt to answer ALL the questions. Just the interesting ones.
At any rate, Katy's Tweets look okay now. I think I'll re-follow her.
5. #not #everything #has #to #be #a #hashtag
It's okay to Tweet purely in hashtag every now and then. Sometimes, it's hard to find words to describe how you feel so hashtags suffice.
But not all the time.
6. Spam
I like to have it for breakfast but not on my Twitter feed. Unfollow.
7. Too much self-promotion
I stopped following @ddlovato and @britneyspears because all they did was promote their latest album, concert, photoshoot, etc. Yes, I understand that celebrities use their Twitter accounts for this reason. However, there is such thing as a healthy mix and I want to know I'm following the actual celebrity, not her (or his) PR team. I find @msleamichele from Glee to be great at this.
8. Not relevant (anymore)
People's interests change. I'm currently job-hunting so I've followed a ton of Canada-based job search accounts (@FreshGigsca @Jobsprout @BestJobsInVan). Chances are, I'll unfollow them once I'm employed.
9. Too whiny
It's normal to have a complaint or two and Tweet about it. But if all your Tweets contain rants and self-pity, then I'm sorry. I go to Twitter for happiness, not for negative vibes.
10. Fake
This goes without saying. If I find out you're a robot or an imposter, you will be unfollowed. Real humans only, please.
--------
Now, I'm no Twitter saint. I, too, have been guilty of doing these things at least once (well, except being a robot). In fact, I'm about to do #7 right now. The main takeaway is to not overdo it. Everything in moderation :)
What are some reasons why you've Unfollowed an account?
xoxo
Mae
Friday, March 16, 2012
3 Tips to Produce Approved Content on Time
"...how is it us 'small boutique agencies' with less resources think of [using Pinterest] and do it better. Where is the lesson here Big Brands?"
I saw this comment while reading the article, Porsche Pinterest Fail. The writer calls out Porsche for creating a Pinterest account and then only uploading two boards, each with ~20 pins rather than "thousands of photos, and hundreds of videos."
I'm not an expert and I don't know Porsche's story. However, I do have experience working with a "big brand" and know that they tend to have long approval processes in terms of what gets published online. In come cases, materials need to be approved as far as the brand's legal team. As a result, little content is published, with large gaps of inactivity in between.
Here are some tips on how to produce approved, quality content in a timely manner without sacrificing quantity along the way:
Prepare content on a bi-monthly/monthly basis (or whatever works best) and have them approved in one go.
If you're planning to publish one Facebook status/day, try having all 30 messages pre-approved at the start of every month. That's just 12 approvals for the entire year, rather than 365! Make sure you provide enough lead time for the approval process before the first message is scheduled. Once everything is approved, use an app like HootSuite to schedule your updates.
The downside to this is that it doesn't cater to real-time events. Thus, you need to be vigilant in monitoring your page's activity so you can reply to fans as needed. Also, be ready to change a status message at the last minute in case something big happens that day.
Shorten the approval process by training and empowering the appropriate people.
Does the CEO really need to approve all your Tweets? Probably not. A well-trained and social media savvy Brand Manager may be the highest level of approval needed.
Don't nitpick.
Unlike print ads or billboards, an individual fan will likely encounter a specific status message, Tweet or photo just once. With social media, copy doesn't need to be perfect. Standard rules apply: no spelling or grammatical errors, nothing offensive or obscene, etc. But it doesn't have to be poetry.
The tips above are just from my personal experience. Feel free to add more or comment if you disagree :)
Til then,
Mae
I saw this comment while reading the article, Porsche Pinterest Fail. The writer calls out Porsche for creating a Pinterest account and then only uploading two boards, each with ~20 pins rather than "thousands of photos, and hundreds of videos."
I'm not an expert and I don't know Porsche's story. However, I do have experience working with a "big brand" and know that they tend to have long approval processes in terms of what gets published online. In come cases, materials need to be approved as far as the brand's legal team. As a result, little content is published, with large gaps of inactivity in between.
Here are some tips on how to produce approved, quality content in a timely manner without sacrificing quantity along the way:
Prepare content on a bi-monthly/monthly basis (or whatever works best) and have them approved in one go.
If you're planning to publish one Facebook status/day, try having all 30 messages pre-approved at the start of every month. That's just 12 approvals for the entire year, rather than 365! Make sure you provide enough lead time for the approval process before the first message is scheduled. Once everything is approved, use an app like HootSuite to schedule your updates.
The downside to this is that it doesn't cater to real-time events. Thus, you need to be vigilant in monitoring your page's activity so you can reply to fans as needed. Also, be ready to change a status message at the last minute in case something big happens that day.
Shorten the approval process by training and empowering the appropriate people.
Does the CEO really need to approve all your Tweets? Probably not. A well-trained and social media savvy Brand Manager may be the highest level of approval needed.
Don't nitpick.
Unlike print ads or billboards, an individual fan will likely encounter a specific status message, Tweet or photo just once. With social media, copy doesn't need to be perfect. Standard rules apply: no spelling or grammatical errors, nothing offensive or obscene, etc. But it doesn't have to be poetry.
The tips above are just from my personal experience. Feel free to add more or comment if you disagree :)
Til then,
Mae
Wednesday, March 14, 2012
20 Reasons why people should research before commenting
Edit:
So apparently the YouTube video has been removed. No worries. The original video is still available on the ChannelFix website. Hey, it's the Internet. You just can't hide things.
_____
When I first saw this video "20 reasons why I dislike the Philippines", it only had 2 comments and less than 50 views. I thought of sharing it, but was afraid people would accuse me of being unpatriotic. A day later, the video was all over my Facebook feed, with over 9,000 comments and 167,000 views. Surprisingly, most of my friends in the Philippines actually agree with it
Web 2.0 gives regular people like us more freedom of speech than ever. Traditional media would have never published these truths in such a raw, honest manner. And the reaction has been phenomenal, from outraged locals...
...to realists who, despite loving their country, have to admit the truth...
...to those who see this as a challenge to make things better.
I don't know what this says about me, but I love online debates. As with KONY 2012, it provides insight on the different types of people who prowl the web. For instance, half the angry folks probably don't know that the same group of people also made a "20 reasons why I love the Philippines" video. Yep, that's right, "20 reasons why I hate..." is only one side of the coin. Changes the context doesn't it? The Internet may have increased our access to information, but that doesn't mean everyone does their research before spewing out comments.
That said, here is where I stand. The Philippines is a beautiful country with a lot of potential, but obviously with a lot of problems as well. Hopefully this has been an eye-opener for those too proud to believe that certain issues need to be resolved. Rome wasn't built in a day, and I have faith that the country can improve as long as people are willing to accept criticism and take the right steps.
xoxo
Mae
So apparently the YouTube video has been removed. No worries. The original video is still available on the ChannelFix website. Hey, it's the Internet. You just can't hide things.
_____
When I first saw this video "20 reasons why I dislike the Philippines", it only had 2 comments and less than 50 views. I thought of sharing it, but was afraid people would accuse me of being unpatriotic. A day later, the video was all over my Facebook feed, with over 9,000 comments and 167,000 views. Surprisingly, most of my friends in the Philippines actually agree with it
Web 2.0 gives regular people like us more freedom of speech than ever. Traditional media would have never published these truths in such a raw, honest manner. And the reaction has been phenomenal, from outraged locals...
...to realists who, despite loving their country, have to admit the truth...
...to those who see this as a challenge to make things better.
 |
| "I salute this man for doing this video... The truth hurts but we need to accept..." |
 |
| "This video hits close to home which is why we are so angry. But we have to accept the truth. Instead of getting mad, we should think of ways to improve our society." |
I don't know what this says about me, but I love online debates. As with KONY 2012, it provides insight on the different types of people who prowl the web. For instance, half the angry folks probably don't know that the same group of people also made a "20 reasons why I love the Philippines" video. Yep, that's right, "20 reasons why I hate..." is only one side of the coin. Changes the context doesn't it? The Internet may have increased our access to information, but that doesn't mean everyone does their research before spewing out comments.
That said, here is where I stand. The Philippines is a beautiful country with a lot of potential, but obviously with a lot of problems as well. Hopefully this has been an eye-opener for those too proud to believe that certain issues need to be resolved. Rome wasn't built in a day, and I have faith that the country can improve as long as people are willing to accept criticism and take the right steps.
xoxo
Mae
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