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Tag - viral content

The Latest Social Media Fails

There’s one big flaw that all brands have that no one likes to talk about: they’re run by fallible, emotional and sometimes careless human beings.
Every once in a great while, these humans make mistakes—they slip up all too publicly on their brands’ social media properties.
When this happens, most us watch the disaster unfold with bewilderment at the stark stupidity of it all. While these mistakes often create backlash for brands, and sometimes a bit of recovery work, they’re not necessarily the end of the world. Having said that, it may be the end of the career line for the people who caused the problem/s in the first place.
In the interest of learning from the mistakes of others, following are some of the worst social media fails of the last 12 months:
Total Beauty: Confusing Oprah Winfrey and Whoopi Goldberg
Total Beauty made a pretty serious social media faux pas when they confused two hugely popular African American female celebrities; Oprah Winfrey and Whoopi Goldberg.
Both are not people whose bad side you want to be on, and the brand may have done so when they praised Oprah Winfrey for having tattoos while it was in fact Whoopi Goldberg in the picture.
To make matters worse, the tweet was released during the Oscars, meaning that Total Beauty not only received the attention of the fans of both women, but of all the viewers tweeting about the Oscars that night.
To their credit, they reacted quickly, taking down the photo as soon as they could and apologised for the misstep.
 
ALDI: Inciting Negative Responses
ALDI Australia didn’t offend other people, but they did accidentally incite others to upload questionable content on their Twitter page. The popular discount retail outlet wanted to run a campaign that would prompt their customers to post positive memories about shopping at Aldi.
After the ‘Fill in the blank’ tweet went live, Aldi received many distasteful responses, with people filling in the blank with offensive imagery like diarrhoea, poison, and many other less pleasant responses.
Fortunately, Aldi quickly stopped the campaign.
Key learning: consider all possible outcomes – negative and positive – when palnning you next social media campaign. Remember, consumers are not constrained by policy, guidelines and corporate imperatives like you are.
Coca-Cola: Released the Wrong Russian Map
The biggest social media rule is the one that always seems to be broken the most: do your research.
In this case, Coca-Cola incited a #BanCocaCola hashtag after they published an ad with the wrong map of Russia.
When you take a closer look, the map is outdated. It doesn’t include Kaliningrad, which was annexed after World World II. Russian patriots were not happy with the ad, and began posting pictures of themselves pouring Coca-Cola into toilets. Ouch.
Seoul Secret: White Skin Helps You Win
There are times when you just scratch your head and wonder what a brand’s marketing/social media department was thinking. This is one of those times.
Beauty brand, Seoul Secret ran an incredibly inappropriate campaign, that basically implied that one of their models was more successful because she has white skin.
To make matters worse, the campaign was called “White Makes you Win”. What was it promoting? Skin lightening cosmetics.
Seoul Secret tweeted about their campaign and included a video of Thai actress and singer Cris Horwang.
In the video, she spoke about her career and made direct comments about her white skin and why it has made her more successful than others.
Seriously.
Most brands fear social media mistakes like the ‘Wrong Russia’ one made by Coca-Cola. Taking it to a whole new – and worse – level is running a blatantly racially offensive campaign. Imagine having to clean up that marketing mess.
There is Life After a Social Media Fail.
While these social media fails were clearly a headache for these brands, you shouldn’t panic if you should stumble into/create a social media firestorm.
The best way to recover from a social media campaign that has gone wrong is to act quickly, apologise (invariably) and show that you’re genuinely trying to fix the mess. A good social media strategy is all about planning and balancing sensitivity with common sense.
If having a successful social media program is something you’re worried about, speak with a social media expert about how to do it right; and what to do when things go wrong.
Tick Yes is a digital and social media marketing agency based in Sydney that uses proven social media strategies to help clients improve their brand. For more information on how we can help manage your social media strategy, contact us.

How to Make Your Content Actionable

Content is not a magical formula that will make your target audience find your product and then breathlessly buy from you.
The power of actionable content comes from your ability to attract the right audience, enabling them to interact with you and then to elevate that relationship to the next level i.e. for them to become a customer.
So, how do you make your content actionable? Most importantly, you must give the reader, viewer or listener a sense of how they can – and should – apply that information to their own problems and experiences.
To begin your journey towards making your content more actionable you need to start by understanding what actionable content isn’t. It’s not condescending, it’s not obvious and it’s not something your reader can easily Google and find somewhere else. Actionable content gives your reader assurance that they best know how to use the information you’re giving them.
Content, of course comes in many styles, shapes and sizes but the most important thing to remember is that it has to be useful. Check out this great example for marketers, helping them build a comprehensive strategy, step by step.
At its core, actionable content has a few key steps that give you the best possible chance of succeeding every time.
Get your story straight — create and keep a good narrative.
Good writing is essential to all content, of course. The trick to making your content actionable is taking your good writing a step further and framing a narrative for your readers.
The proof is in the science. Researchers at Washington University in St Louis found that instead of just being able to produce facts presented to them, listeners of a story were living the narrative right alongside their protagonist.
This is a powerful tool for brands who want customers to understand how their product fits into their audience’s own narrative, not just communicate what they do.
You can differentiate yourself through your voice, relatability and the delivery of useful content.
The Humane Society of Silicon Valley had this dog adopted by telling a, yes humane and entertaining story about him—shaping a narrative instead of the traditional sad angle taken by most pet adoption societies:

Here’s what some of their readers had to say:
“[I]f you’re looking for a floor-sleeping, speed bump of a dog that minds his own business, strike Eddie clean off your list.”
“Actually he’s kind of a jerk. But he’s a jerk we believe in. We’re not expecting you to want to meet him but if you must, we really can’t deter you.”
This organisation urged their readers to take action through their narrative, and accomplished their goal because of the way they framed their content.
Speak directly to your customers and prospects.
If you’re wondering how to make your audience act, look no further than those who already have. Tapping into the minds of your customers and prospects is the perfect place to start, as many of them have already taken the action you’re looking to obtain from others.
Lean on your customer service and sales teams and find out what experiences they’ve had with your current customers. What questions do they ask? What problems are they facing every day?
Directly addressing these concerns is a powerful step towards making your content actionable.
Barry Feldman of Feldman creative told Forbes how this has worked for him:
“A client asked me to give her and her staff an SEO 101 in 15 minutes. I responded with a post that did exactly that and it caught fire and became one of the biggest drivers of traffic to my site ever.” — Barry Feldman, Founder, Feldman Creative
Getting to the right pain points and questions is just the first step. To make your content actionable, you must know how to ask them what you should do next. And then do it.
Get your audience to connect with you in person, not just through an email newsletter.
The most common call to action that marketers use in their content is a mechanism to get the reader to fork over their email address. They ask prospects to sign up for an email newsletter, subscribe to a blog or possibly another content series.
If you’re looking to connect with your audience on another level, try getting them to meet you online at a specific time and place.
There, you’ll be able to interact with them directly, and create a platform that will better allow you to drive the conversation towards moving them down the funnel.
“Trish Witkowski the Chief Folding Officer at Foldrite invites website visitors to sign up for her 60 Second Super Cool Fold of the Week every Thursday afternoon. She’s set an expectation for her audience and delivered on it every single week for years. And it works.” — Andrew Davis, author of Brandscaping: Unleashing the Power of Partnerships told Forbes.
Think about promotion first.
The last step should be your first. Before you even begin writing, designing or recording, you need to think about how you’re going to get this piece of content in front of your audience.
The #1 downfall of brands when trying content marketing is producing excessively promotional content. Boring. No one (and I mean no one) wants to promote your product unless you make it relevant to them.
Start by researching different publications that your customers frequent—find out who the industry experts are and build relationships with them. Shape content that they might want to share.
Another tactic is leveraging social media listening for topic distribution. Spend a day or two on different social media groups, hashtags and topics to find where your content might fit best, or find the most traction.
The goal is to create a long-term relationship between the content creator and content consumers.
To transform your content from bland to actionable include strong narratives, direct customer/prospect feedback, in-person call to actions and a rigid distribution strategy.
Images:

bannersnack blog
Humane Society Silicon Valley

Digital Marketing Lessons To Be Learnt From Donald Trump

Donald Trump teaching you marketing lessons? Seriously? Yes, seriously.
Love him or hate him, Donald Trump has made the race for the White House fascinating. And fascinating doesn’t happen by chance.
Exceptional marketing combined with good old fashioned, in-your-face salesmanship are central to the success of his campaign – so far.
So putting aside your opinion on his politics, let’s look at what can be learned from Trump’s ‘Making America Great Again’ campaign.

Know Your Audience
Contrary to the opinion of many, Trump is no fool and knows his audience incredibly well. He has identified the pain and passion points of his supporters and has moulded his campaign accordingly.
As a digital marketer, this should be the first thing you do when devising a strategy. You need to know who you’re targeting, how to address their needs with valuable content and then get them to take action.
Yes, it sounds obvious but it’s astounding how many digital campaigns don’t have any compelling customer reasons for being.

Engage Your Audience at Every Touchpoint
Trump is particularly well-known for his power to motivate, outrage, and entertain his audience on Twitter but it’s not the only platform that his campaign uses.
Today’s campaigners are connected through multiple digital channels and are faced with an array of methods to reach out to their voters. This brings opportunity and challenges in equal measure. Get your content’s message, tone, and platform right, and you’ll win loyal supporters. Get it wrong, and your audience clicks over to the next hot thing.
Engaging with your audience through relevant social media platforms is important. While Facebook will always take a leading role, this year’s election campaign has seen candidates reaching beyond the social giant to more niche platforms like Instagram and Snapchat.

Zig when Everyone Else Zags
From suggesting he paid Hillary to attend his wedding to the claim that Ted Cruz’s father was involved with JFK’s assassination, Trump marches to his own beat.
He does the opposite of what other politicians have been taught to do, but clearly it’s working.
Hillary Clinton says that all is wonderful with the USA; Trump says the complete opposite. By graphically highlighting the country’s problems real or supposed he offers the ultimate solution: him. America will only be great again if you vote for Trump.
The takeaway here is to take chances. Do something different. When everyone is focusing on eBooks and blogs, create a podcast or set up a Periscope account. When everyone goes horizontal, go vertical.

Want to Stay in the Game? Don’t Be Boring!
How many times have you listened to Hillary Clinton, Jeb Bush or Ted Cruz? Do you remember a single thing they said or tweeted? I can’t either.
So how about The Donald?
Like most of us, I can easily rattle off any number of quotes, tweets and incidents from his campaign. Many of Trump’s tweets have taken on a life of their own, garnering enormous global coverage.
What does this tell you about his marketing?
Right from the outset, Trump has been outrageous, disrespectful, rude, controversial and, without fail, utterly compelling.
While his opponents were trying to cut through by spending many millions of dollars on advertising, Trump’s messages and style have earned him more free publicity and media time than all of his erstwhile Republican opponents: combined.
In the marketing world, Trump’s content stands head and shoulders above his competitors and makes people take notice. As a marketer, if you market the same old boring content everyone else is putting out there, no one’s going to see it or care.
From a content marketing perspective, be like Donald, not Jeb.

Build Rapport with Everyone, Even the Haters
This is a risky way to approach a digital marketing campaign but if your brand is ready to take a little heat, you can even get value from your haters.
Of course, while most of us don’t want to “feed the trolls,” Trump has a knack for beating his detractors
to the punch. When Ted Cruz didn’t endorse Trump on day three of the RNC, Trump was quick to tweet about it and turned a negative into a positive. Brave and smart.

Manage Your Brand or Domain
You may have heard about Trump redirecting Jeb Bush’s website to his own. Due to poor brand management, Bush’s team forgot to renew payment for their domain which meant that the address became available to anyone else. Trump’s team grabbed the opportunity and automatically redirected all visitors to his website.
Lesson: don’t be a digital dill. Make sure your domain payments are up-to-date or outsource management to someone who knows what the hell they’re doing!

Lessons Learnt
Trump understands just how dramatically digital communication has changed the way we engage and has invested in his online presence. He has more than 23 million social media followers / likes, dramatically more than any his competitors for the Republican nomination. And 50% more than Hillary Clinton.
Like any successful digital marketer, Trump maintains an active presence and regularly tweets, posts and interacts with both friends and foes alike. He also stays abreast of the latest digital trends (he announced his intention to run on Periscope).
Offensive, buffoonish or smart? Whatever you feel about the man, there’s no denying his masterful use of digital marketing. There a thing or two we can learn from The Donald; or at least from his campaign.

Images:
a) Getty Images, Tom Pennington
b) Twitter
c) CNN Money

Child’s play!

If you ever needed proof that online magazines are the publishing model of the future, this is it!
Kids say – and do – the darndest things, don’t they? Of all the debate that continues to rage about the relevance (or lack thereof) of traditional media compared to new media, perhaps the most poignant insight comes from watching this one-year-old attempt to interact with a magazine. To her, it is an iPad that doesn’t work…
 

 
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Meet the virus spreader

An Aussie student is responsible for some of the most politically charged – and funniest – viral content
What does an Oxford post-grad law student have in common with a viral video maestro? Not much – unless you count the fact that they are the same person. Hugh Atkin is a mild-mannered Aussie who just happens to dabble in creating spoof videos for YouTube. And, as it happens, he has a real knack for it.
While you may not have heard the name Hugh Atkin, you could well have seen his work around. He’s the man behind this, for a start…

Atkin has also applied his talents closer to home, creating a video poking fun at Kevin Rudd through the filter of a Chinese propaganda film. His latest film, a mashup of Obama quotes to the beat of MC Hammer’s ‘Can’t Touch This’ is possibly his funniest yet, and with almost a million views in less than two weeks, it looks like the Internet agrees.

 
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The content cure

When it comes to viral content of the worst kind, you need a good meme to make it better…
Every now and again, a song comes along that is truly traumatising to the eardrums. It happened last year with Rebecca Black’s abomination (we dare not write the name of the song lest it become stuck in your head for another week) and, further back in history, it happened with Hanson’s Mmmm Bop, a song with one of the most mindless titles in history.
Just recently, however, it’s happened again – leaving devastation in its wake worldwide. From the favelas of Rio de Janeiro to the shopping malls of Middle America, Carly Rae Jepson’s (don’t even get us started on singers with ‘Rae’ as their middle name) hit single Call Me Maybe is worming its way into people’s consciousness.
Since a problem shared is a problem halved, here’s the original for those of you previously lucky enough to escape hearing it:

Joking aside, fair play to the Canadian-born singer… with almost 180 million hits on YouTube, she’s achieved an incredible amount of fame in a very short time. Unfortunately for us, it’s with an incredibly annoying song.
Every cloud has a silver lining, however, and in this case, it’s the fact that a meteoric rise like Jepson’s brings with it a hoard of funny memes to ease the pain.
This one is our favourites, starring none other than Sesame Street’s Cookie Monster:

So go on… share it, maybe?
 
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Say what?

A craze is sweeping online content – and now brands are starting to get onboard the viral vogue…
You may be familiar with the ‘Sh*t ______ Say’ series of videos. Originating from the Sh*t Girls Say video, there are now spoof videos on almost any sub-group imaginable. The videos, ranging from the sublime to the ridiculous, generally go viral fairly quickly because everyone knows at least someone like the personality being portrayed.
It was only going to be a matter of time before brands got onboard with the popularity of the meme – and we’re pretty impressed with some of the efforts!
The first example comes from Canadian sportswear brand Lululemon. The brand is known for its yoga equipment in particular, and for its holistic, slightly alternative approach. Check out their ‘Sh*t Yogis Say’ video, have a chuckle and consider that the clip has received over two million views – pretty good content marketing…

Exhibit B, which has had almost a million hits, comes from The Wedding Channel, and is something anyone who has ever been or known a bride will be able to relate to!

And finally, thanks to Marketing Melodie, it’s nice to see that even social media peeps can laugh at themselves…

 
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Know what we meme?

Viral content may be all the rage, but it can also be fleeting. You may have blinked and missed these…
When it comes to the Internet, a week is a very long time. An hour on Twitter is the virtual equivalent to a week in the real world, and more than 24 hours without responding to an email suggests you’re being ignored or someone has died.
Understandably, then, memes and viral content come and go in the blink of an eye. No sooner has a major event occurred than memes are popping up left, right and centre – and in many cases it’s simply a competition to see who can bust out the first joke.
With content enjoying such immediate but fleeting viral success, you’d be forgiven for having missed a few of the most popular memes and videos going around of late. Luckily, your friendly local social media marketing agency is here to help you stay up-to-date… because heaven forbid you look like a Luddite in the middle of an IM conversation.
Sweet Brown TV interview
First there was there the now-famous Antoine Dodson interview, and now an Oklahoma TV station has found the sequel in an interview with this resident who had a lucky escape from a burning building.
Here’s the original:

And here’s just one of the hilarious remixes that has since emerged and gone viral:

Kids reviewing Skrillex
For those not following the explosion of Dubstep (a music genre that sounds like transformers in the throes of pleasure), let us fill you in: Skrillex is the reigning king of the genre. He’s won a bucketload of Grammies, achieved international fame and has a throng of loyal followers that is growing by the day.
And yet many still don’t know what to make of the music style he’s helped make famous. Including, it would seem, kids. Ah well, from the mouths of babes and all that…

Morpheus meme
There’s no denying that Morpheus (the character from The Matrix played by Laurence Fishburne) is one hardcore dude. The latest viral meme doing the rounds is actually fairly clever as well:

 
 
 
 
 
 
 
 
 
 
Have we missed any memes or viral content you think we should know about? Just let us know…
 
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Who’s that boy?

Move over, Angelina, ‘Ridiculously Photogenic Guy’ is in town…
If you’ve been hanging out for the next ‘Angelina’s leg’, here it is. Presenting… ‘Ridiculously Photogenic Guy’.

The above picture, snapped during a 10km race in South Carolina, quickly went viral – with systems analyst (and content mischief-maker) Will King taking responsibility/credit.
After looking through some photos taken during the 2012 Cooper River Bridge Run, King uploaded the photo to Reddit, amused by how different the man (who has since been identified as Zeddie Little) looked from his fellow competitors amidst the pain of a long-distance run.
In an interview with the Post and Courier, King said it was a friend who made the comment, ‘I dub this guy “Ridiculously Photogenic Guy”’ – and the rest, as they say, is history.
‘RPG’, as we shall now call him, has been sent all over the web in varying ways. Here are some of the best:

Simple as it may be, there’s something addictive about this meme. Or maybe we just like looking at him…
 
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Canine content

The latest viral sensation demonstrates the essential truth of content marketing
In just a few weeks, an unknown photographer has gone from being just another content producer to flavour of the month in the online universe.
Seth Casteel’s pictures of pet dogs fetching balls underwater have become the latest viral sensation, receiving plenty of social and mainstream media coverage. The LA-based snapper charges loving pet owners $1000 per shoot to immortalise their pool-loving pooches. Only in America, you might say, except the now-global popularity of the pics demonstrates the essential truth of content marketing…
If you’ve got content – any form of content – that speaks to a wide audience, you’re on a winner.

 
 
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