I wrote an article on the U.S site, social media today, about social search a few months ago and included within it, were some real world equivalents of several major Social Networks such as Facebook, Twitter and Google+1.
Since I received positive feedback with regards to these real world examples, I thought I would devote a short post simply to this…so here goes..
- Facebook is the neighbourhood bar
- where we hang out with our friends and acquaintances, see familiar faces, and awkwardly interact with strangers
- Twitter is the town square
- where we engage with people of common interests and shared experiences, some of whom we know and most of whom we don’t
- Google is like the town’s main train Station
- We’re all there for the same purpose, (but here’s the key,) we’re just passing through on our way to different destinations. The social interactions in a train station are minimal, at best; even if you see a friend, you’re probably only going to say a quick hello, since you’re specifically heading for your train.
So a Google +1 post is like leaving a post It note on the bench at the main train station – it has little reference, there is no consequence for me to leave the note and it may or may not be seen by my friends. For this last reason, I don’t see a long term future in Google +1 as a personal online social network.
An interesting initiative from Swatch earlier this year at a New York fashion week party. A model was covered in 107 Swatch watches that people could own by simply tweeting about the dress using the #swatchgirl hashtag.
Although the dress took 2 hours to put together, the 107 watches were all gone within 1,5 hours at the event, as a result of tweeting.
Swatch estimated that 400 000 people were exposed to the Swatch stunt through Twitter.
I love this sort of creative thinking that combines the latest culture, technology and media consumption in order to promote brands in a fun, interactive shareable way. Offline should work hand in hand with online for best results.
Nice one, Swatch.
In view of the extremely high profile, erratic behaviour currently being shown by Mr Charlie Sheen in social media circles in the last couple of weeks, it got me thinking about whether any brands could intelligently leverage any visibility around the brother of Emilio Estevez (Breakfast Club – one of my all time fave, cult movies.)
And so I thought…which brand…which brand could leverage Mr Charlie Sheen in these social channels? And then it came to me…..of course, MR SHEEN.
Now for anyone who is not Autralian or English (from England,) you may not know that Mr Sheen is one of the most popular furniture and floor polishes in those 2 countries, a company that was founded back in the 1950s.
Surely, for a feisty, brave brand manager at Mr Sheen (not Charlie, the polish company) who wants to take a few calculated risks and exploit the incredible noise around the man(not the polish) who has the same name as their brand, this must be a once in a lifetime opportunity that they should at least consider.
For example, a cleverly executed campaign for Mr Sheen (the polish) could include:
- a play on words about ‘polishing up your act’
- the creation of #winningpolish in Twitter with entertaining, related tweets
- Ask the Mr Sheen Polish Facebook fan page (they don’t have many fans but it’s a start!) to get the ball rolling with some ideas of their own.
Surely there would be huge talk value in traditional online channels too, let alone social channels, just in the fact that a well known brand like Mr Sheen was having fun with the other Mr Sheen situation – tone and manner is key, of course.
So come on Mr Sheen (the polish), do something fun with Mr Sheen (the unpolished!) We’re all waiting.
Fascinating research out today that attempts to estimate and compare the revenue generated from Tweets and Twitter follows vs. Facebook shares and likes.
Although I’m a little sceptical about their methodology, it may be a good starting point for comparison.
It makes sense to me that Facebook’s value of shares and likes could potentially be higher than both Tweets and follows in Twitter since as a generality, I believe that we have a stronger relationship with Facebook friends than we do with our Twitter connections. A share from a Facebook friend comes with a certain level of credibility.
For more information on the study, click here: Social Action Value Study
This follows an October 2010 study by online ticketing service, Eventbrite, who calculated that everytime someone shares a link about an upcoming event in the main social media channels, it generated the following $ amount in ticket sales:
- $2.52 in Facebook
- $0,90 in Linked In
- $0,34 in Twitter
Neither of these studies, however, take into account the value of building a long term loyalty programme between a brand and a consumer via these powerful channels.
Whatever you do, don’t underestimate the incredible power and value of these social channels. After all, they have even been known to bring down Egyptian governments.