The rise of the techie makes it obvious that tech industry magnates are on the cusp of replacing bankers as the robber barons of our imaginations. Maybe the next urban class war really will be fought on the campuses of Facebook and Google. Or maybe techie is just an ephemeral term, like yuppie, that will dissipate when the tech bubble bursts — only to return, like the problem it represents, under a new name.
The binge is back.
Hey Pizza Hut, will you marry me?
Apparently Pizza Hut has been getting lots of marriage proposals on Twitter lately. So much so that, just in time for Valentine’s Day, the brand launched a Vine/Instagram video proposal contest, pitting would be suitors against each other in a social media love match.
While that would be a great stunt on its own, what really rocked my world was the OKCupid profile the brand created to house all the info about the contest. What works here is that Pizza Hut is going into the last place one would expect a major brand to be, and it totally works.
And just for the record, Pizza Hut and I are 100% Match, 100% Friend, and 0% Enemy. Maybe it’s meant to be?
Want to win at #socialmedia? Be useful.
With more competition for eyeballs on social platforms than ever before, how can brands stand out? One simple rule: be useful.
One great example of a brand killing it on social right now is airbnb. Not only has the @airbnb handle broadcast a message out to all who are experiencing #SochiProblems, but they’ve also been reaching out to journalists tweeting the hashtag to offer a more personalized helping hand.
— Airbnb (@Airbnb)February 7, 2014
So what did airbnb do that really worked?
- They had a tangible solution that elevated the value of their service. Next time your hotel faucet is spewing contaminated water, you might log on to airbnb and get yourself out of a bad situation.
- They acted quickly. Social media and lengthy approval processes just don’t mix. Especially when trying to offer a solution to a timely problem.
- They made sure everyone saw their gestures of goodwill. By putting a period before the handle of the person they were replying to, airbnb was able to extend the conversation from dozens to thousands to potentially millions of impressions when retweets are accounted for.
- They took advantage of an ongoing trend. By using the #SochiProblems hashtag instead of creating a proprietary one of their own, airbnb was able to reach a larger potential audience that isn’t already following them, thus gaining valuable awareness exposure.
- They had a sense of humor. At the end of the day, funny almost always works.
The only thing you need to watch today.
As the second-screen space is consolidating, it’s time to face reality and admit that social TV is dead, and much of it was a bad idea to begin with.
Every now and then an article will come along and claim this or that is “dead” and contrarians the world over will pat themselves on the back for predicting the downfall of the next big thing.
Last week Giga.om suggested that social TV is dead, but if you read only one part of this post, read this: SOCIAL TV IS NOT DEAD.
First of all, even if you define social TV as the second screen app marketplace, it’s far from dead. Last year when I profiled the various apps out there, I predicted that the level of competition for TV’s most fervent super fans would be a limiting factor for all industry players. Consolidation is par for the course for maturing markets as investors look for exits and the scale needed for a viable business can only be achieved by owning a bigger piece of the pie.
But the biggest problem with the giga.om piece is that it makes the mistake of asserting that social TV is dead and then goes on to say that audiences are flocking to Twitter and Facebook, partly I’m sure due to headline click-bating and partly to the author’s cursory understanding of terminology in the social TV marketplace. Both platforms have been an important part of the ecosystem since the term was coined, and Twitter is arguably the winner of the second screen wars.
In fact, mostly the second screen apps that have survived in any capacity are those that have deep integrations with Twitter and Facebook, combining the depth of a targeted experience with the audience reach potential of the majors.
As long as there are audiences thirsty for experiences that multi-purpose social platforms cannot provide, there’ll be solutions to fill that need.