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Success Kid Needs Your Help!

16 Apr
Image: Laney Griner

Image: Laney Griner

Little Sammy Griner’s adorable determined successful expression has become so many meme than most. With the right line (which doesn’t take much effort really, Sammy’s expression actually does the rest) most time doesn’t disappoint to become an entertaining meme.

Well now, the little guy is in need. According to Mashable, Justin Griner (39) otherwise known as Sammy’s dad is on 12 hour a week of blood dialysis and desperately needs a kidney transplant. Sammy’s mom Laney has set up a GoFundMe page to raise money for the transplant which will cover the pre surgery costs that isn’t covered by their medical insurance.

When I went to their GoFundMe page to chip in, I see that they’ve successfully achieved their target, but let us pray for a successful surgery, I’m looking forward to see little Sammy’s photo after his dad’s successful operation. It may just be the next meme wonder that can replace the memes I use after successful projects.

Good luck Mr.Griner and family.

CTRsuccess

Like Farming & Fan Fishing

23 Dec

Like Farming & Fan Fishing, this practice is quite common around the world, especially in the United States. And just as I thought everybody knew, I see friends of mine who are actually veterans in social media fall for these cheap sleazy tricks.

So let me explain what these Like Farming/Fan Fishing is and what is their modus operandi. Like the name suggests, the intention of these posts is to gain as much page likes through viral-able contents that usually promises insane good-to-be-true incentives, prizes or sometimes asks people to support a cause (which mostly involves a tear-jerking story or a ploy to get you curious).

The biggest Like Farming are in the auto industry. Why? Well, its because: a.They can afford to buy the finished product, b.The product it represents will make people go nuts if they are told that they could get for free, and c.Because the car industry are mostly idiots when it comes to social media.

rangeroverfarmSo here is a recent sample on the left.

A page called Range Rover 4×4 is offering 2 Range Rovers for the first time ever (shocking) on facebook by simply liking the page, liking the content, commenting and sharing on your wall. Now, why the f@#$ would a brand like Range Rover do that? A brand that has a reputation and image to uphold will just randomly give away their car to anyone where it will most likely land in the hands of someone that does not fit their target market requirements? Making it (the campaign) useless to use as future advertising tool.

Of course, this will go viral. People will want that car and follow the steps blindly, liking the page, sharing the contents, etc. And their friends, well, its human nature to not pass up a freebie opportunity, they’ll do the same thing and before you know it its viral and they’ll have hundreds thousands of likes.

To make it convenient, the winner will be notified on facebook, directly through personal message. For seasoned social media admins alike, they know that product pages cannot message other facebook users directly. This should be a big fishy clue for many, but for the general public, it seems legitimate.

Now, what is the MO; modus operandi or motive behind these Like Farming/Fan Fishing. Obviously its to get as much Like/Fans on a facebook page as it possibly can. The more fans it generate, the higher it will sell. The more engagement/comment/like it gets on its posts, the less facebook’s bots will think its a fake account. Yes, those steps supports this, and most people fall for it and does it blindingly. Well greed is a powerful thing.

Now then, you are probably thinking; “what good is a page that has a brand’s name but doesn’t belong to the brand? The brand already has a facebook page, so why bother?”

Well, when it comes to cars, social media and the vastness of the USA, most marketing people in the automotive industry has been to one of those seminars where they are preached about social media, and those guys are just plain blind about it. In the US, there are so many car dealerships that represents a brand and would like to also own a social media. So, the owner of that page can simply find the nearest Range Rover dealership with no social media and sell them a page that has hundreds and thousands of fans. A second option is to sell that page to an agency that represents a dealership or maybe even the big brand itself. By a simple flip of acknowledging the main page and registering it under one user of the same social media, you can actually combine the page and move those new fans into the existing social media.

There are other methods of what they sell these pages for, such as spamming, hacking, etc. Since you are a fan, after a few months they can either spam you with contents, or even trick you to download stuff and telling you that you have won something. Its devious, and my advice is to dislike those pages.

Like Farming & Fan Fishing have shown to have big disadvantages, such as the long dormant inactive fans who liked once, engage once and forget. These fans will be fans who are counted as has no interest and won’t likely receive any updates unless its a paid one. GM is such a company that found out about this the hard way, accumulating large number of fans and later found it expensive to activate them as most have been dormant fans on facebook.

So, if you should find some posts shared by anyone thats too good to be true with only so little effort, then its probably a Like Farm or Fan Fishing scheme.

Arby’s, You’re Doing it Right!

4 Mar

The Mountain Hat

It started with a Viviene Westwood hat that looked like the 80’s Buffalo Girls hat where Pharrel Williams thought would be cool and a homage to hip hop to use it as one of his fashion style. When the Grammys took place, a photo of Pharrell wearing the hat caught the eye of the Arby’s social media team and they punned at ┬áthe singer with a Zing on twitter: “Hey @Pharrell, can we have our hat back?”

Hat AuctionThe tweet had over 65.000 retweets and a reply from Pharrell, it was social media timing at its best. However, it ain’t over yet. A few days later Pharrell decided to auction the hat he wore to the Grammys for a charity he is supporting; the From One Hand To Another charity that helps teach people to code.

The auction took place on E-Bay and after 10 days of bidding, the hat sold for US$44.100 on March 2nd. Pharrell tweeted his gratitude to the bidder who bought the hat and guess who bought it? Yup, it was Arby’s.

Not only did they got something out of the tweet such as earned media and not to mention one hell of a good press, but it would’ve took a great effort to make corporate go ahead with bidding a hat. The result may not be as big as the Grammys, but its EPIC in my book. Arby’s social media showed follow through and the importance of not just those short term tweet glory, but the long term ones as this epic achievements to me is more memorable than the tweet they made at the Grammys.

My hats off to you Arby’s social media team, and may your posts be forever HAPPY.

Auction Tweet

Identifying Your Social Media Audience

10 Jan

The beauty of digital is that everything can be counted and measured. You can see how much people love or hate something, see the percentage of reactions to posts and basically setup measuring to any data you want captured. With that in mind it really blows my mind when I come across brand social media who cannot communicate effectively with its audience.

talkingtoselfI was recently invited by a hotel chain who were frustrated with their social media agency who never seem to be able to connect with their audience. Sure they bring in the number of fans, but the number of conversations, impressions are low, non-existent to be more precise. You don’t need to have a degree in communications to see whats wrong here. They represent these beautiful hotels and the topic they regularly posts are about how beautiful the sites, rooms, service and food of other hotels in the world. They don’t even bother to ask or include the audience in their conversations.

Some other social media I’ve found tried to hard at being a super hero with contents catering to everyone. You can see contents for kids, teenagers, and adults in one social media in one whole day. People are literally confused who you are trying to talk to. Just because the social media is for a company that cater all ages, lets say a mall, you don’t have to talk to everyone, you need to talk to the people that matter, that can influence others and are decision makers.

Insights are Important

Yes, those sites that offer insights services are actually important. They can show you who follows you, their age groups, which topics are popular, and what day of the week or time of day they like to interact with you. From these information you should be able to begin to describe what your audience are like. You can be more advance by A-B testing posts and measure their sentiments, create surveys or activations that lures user involvements.

Don’t forget to consider what your competition is doing. Why go head to head with a competitor who’s doing the same thing first or have better funding. For instance, a competing motorcycle company is using communities to be part of a testimonial video series published weekly on their social media. Using communities in similar way is just a bad move, try getting community members to spend a day with a motoGP racer and see him in action. Record their faces and testimonial. There is more than one way to break an egg, be creative. So be sure to have insights on your competition by running a competitive review at least once a month.

Know your enemy and know yourself, find naught in fear for 100 battles. Know yourself but not your enemy, find level of loss and victory. Know thy enemy but not yourself, wallow in defeat every time. ~ Sun Tzu

Case Study

After a month on social media, after market automotive parts producer Aspira has connected to a little over 10,000 fans on facebook and 2000 followers on twitter through an integrated campaign. We took another month to connect and engage the fans and followers through dishing out random posts that are according to the brand’s target market. We look at what post get the most likes, what post get the best shares, and what posts get them to comment. We also looked at the type of comment they make.

We find that our audience likes talking about automotive contents that relate to what they face each day: commuting, traffic jams, people who break traffic laws, etc. They love to comment on these topics both good and bad. The important thing is that it starts conversations with themselves.

Through these insights, we know that creating a post about the daily commuting life is easy, but we want something they can relate and share, even laugh at themselves. We wanted to tell a story, but we don’t want a long boring post. So we decided to take on comic strips as they can be sarcastic, funny, and have an emotional value all together.

We recruited comic artist Haryadhi Gee known for his comic strips KOSTUM to be part of the Komik Jalanan (street comic) project and deliver a satire of everyday life of motorcyclist in Indonesia. With a comic every 2 weeks, we started our first comic post on September 23rd 2013, and it was a big hit. We had 12x the impression, 5x more likes and share in the first day than other any other posts. The snowball grows bigger as we hit 33k impression in one day on the 5th issue, and the likes and shares have quadrupled from the first issue.

Kerukunan KeluargaThis is Busway

GPS AkheratNeandhertal

Listening to what your audience is like pays off, and in more ways than others. People are begining to download and share the comic on other social networks which Aspira has no investments in. Our team have found them shared on Path, Line, Kakao Talk, Blackberry Messenger groups, Whatsapp, even joke sites like 1cuk.com and na9a.com (9gag.com like sites). The comic went viral because its the content that the audience can relate to. With the brand on the comic, it was a bonus.

So start paying attention to your audience, because you are not talking to yourself. Your audience will leave you if your content can’t relate to what they expect of your brand.