Yeah, Game of Thrones (GOT) belongs to the channel and yada yada yada, but, come on, would you believe it if I said that HBO’s official Facebook page had more likes (10,638,803 likes), than that of GOT (8,662,059 likes)? I mean, HOW? For the brand, of course, this is a happy case of win-win. Even so, it is interesting to note that the heavyweight channel’s official FB page has a dynamic that is quite different from those of its star, social media-driven shows- GOT and Girls. The page tries to be a reel-y nice reflection of reality, simply put. Does it succeed? Sure.
It isn’t, naturally, just a happy coincidence that HBO’s FB page is as popular as its channel. After all, the brand, which brought its social media marketing in-house in 2007, enlisted the services of award-winning digital agency 360i, to supplement its internal work, in 2013.
HBO is among the Top 10 Media Brands on Facebook and receives a plethora of awards every year- from the OMMAs to the Shortys. So of course, we thought it would be a good idea to see what the Facebook content on this page is like! Its page’s most popular week thus far has been January 5, 2014, and surprisingly, even though it is targeted at US and Canadian audiences, it is the most popular in Dhaka, Bangladesh! But then again – Facebook’s like system has always befuddled many marketers.
Those in the age group of 18-24 years are its biggest fans. Not a huge shocker. The page itself has a formula in place. It either focuses on leveraging its shows- with trailers and teasers, or giving the everyday a TV touch. The page has a section called HBO FAQs, which is as informative as it blank. But, the rest of it is quite nicely done. Not aggressive, but nice and smooth. So what’s their Facebook content like?
Here’s what the page functions as:
Your HBO guide
That’s right. If you’re a TV show addict who lives in the US or Canada, visiting this page will alert you to new seasons, new twists in the tale, new shows and even arm you with the line-up for the weekend. So, you can arrange for the popcorn and beer well in advance and prepare to vegetate in front of the idiot box. Yipee!
Functional Friend
So, let’s say you are someone who thinks the sole purpose of a social media page should be the delivery of to-the-point information. Well, if you’re on the HBO page, then, chances are you’re either looking for show timings or wondering how to get the channel. You’ll find both the answers here. If you don’t have HBO at home already, you’ll be guided as to how best you can view your favourite show, by clicking on Get HBO Now.
Reality Check
For some reason, I found this post super apt and hilarious. So, did a ton of other people too, obviously… going by the number of likes and shares. This post was put up sometime back, when the winter was just about to begin. See what I mean by ‘reel-y’ nice reflection of reality? No? Look at the next picture then!
You gotta admit, they hit the jackpot with this one! Witty and pity.
Past Perfect
HBO has made an art of reminiscing. After all, it does have a long, rich history of nurturing couch potatoes… since the 1970s.
And, be ready to be taken by surprise. For example, this post (above), which was put up to pay tribute to The Sopranos, ended up also doubling as a tribute to James Gandolfini, who died last year. Equals double the number of likes.
Video killed no one
Here’s where HBO lost me a little. Videos seem to work wonderfully on Facebook. Their official YouTube channel has a ton of subscribers and it’s not like they don’t have ready content available for them that they can use on their Facebook page. Scrolling down the HBO page – I noticed that there weren’t very many trailers or videos, and had to back to November to find the first video.
Awards? Meh.
The whole world is fixated with Girls and Queen Bey, isn’t it? Well, it sure doesn’t translate on this page. None of the posts about awards and awardees has gotten more than a few hundred likes. In fact, many such posts only get within 100 likes. It’s a mystery, this one.
So, in a nutshell, here are some Facebook marketing takeaways from HBO
Wit always wins! Make sure it is in context though. If you think your product or service doesn’t lend itself to humour, you’re wrong. That’s the whole beauty of humour- it can be found and incorporated anywhere… even in eulogies! Keep it tasteful.
Videos get the most hits. Not random videos, or ones that are made for the sake of it. Videos can be teasers, trailers, behind-the-scenes action…make them short and succinct. Remember, cyber citizens have the attention span of toddlers these days.
Stop boasting about your achievements. Yes, congrats, but not many people might care. I mean, if only 299 people in the world cared about Julia-Louis Dreyfus breaking Emmy records…. That said, a post or two lauding yourself won’t do harm. Just don’t go for the overkill.
Nostalgia will help you form an emotional bond with your customers. Think of different ways in which you can take them down memory lane, with your product holding their hands along the way.
Mark all or most special occasions/festivals with a clever post. Think outside the box for ideas- just a lame ‘Merry Christmas’ alongside a picture of a snowman won’t do! The post needs to fit with your brand image.
Facebook doesn’t really lend itself to newsjacking, but that shouldn’t stop you from incorporating interesting bits of daily news into your posts. Context is king, bear in mind
Women love socializing and talking more than men do (apparently). In fact, experts insist that the fairer sex prefers engaging in social networking to dating or spending time with a significant other. No surprise, then, that it has been found women use every major social media channel more than men. A recent study by Pew Research found that 76 percent of online US adult females use Facebook, compared to 66 percent for online males. A similar percentage was recorded when it came to Twitter (18 percent/17 percent), Instagram (20/17) and Pinterest (33/8) as well. LinkedIn is an exception, with a 19/24 percentage.
This could be attributed in part to the fact that 46% of women turn to their smartphone first thing in the morning, as reported by Women’s Marketing Inc. researchers. And, 63% of them can’t keep from reaching out for their phones at least once every hour.
Here’s a deeper look at why social media is ruled by women.
Men vs Women
Women enjoy sharing pictures and posts on Facebook, and rely on blogs for info on products and recommendations. The guys spend more time on YouTube, and are more targeted in their social media use. And, they are better at networking and relationship nurturing. Social media has been embraced to such an extent by women because it gives them a safe environment to voice their views, and have access to stimulating content. The biggest eye-opener of the study, however, was the fact that one-third of women now use Pinterest.
Rising Pinterest levels
The newcomer platform is already beating Twitter and Facebook in terms of trust amongst the ladies, with 81 percent of women in the U.S. stated that they trusted blogs and Pinterest. In comparison, only 67 percent trusted Facebook and 73 percent, Twitter.
61% women act on blog recommendations to make purchases, while 47% relied on Pinterest. And although the site lost to Twitter in terms of social media service most suited for making purchase decisions, (18-21 percent), Pinterest came out trumps in helping ladies gather product information (26 percent vs 18 percent), learn more about new products (39 percent vs 24 percent) and seeking advice (30 percent vs 29 percent). On the site, the top 10 pinners are all women, and each of them has more than five million followers.
Why is it so popular?
It is fuss-free
Which is the first step to successful marketing. The appealing layout gives consumers a chance to just see a picture with very little text. Facebook on the other hand is very wordy.
It’s relaxing
No constant updating, no overload of everyone\’s lives. It lets users share experiences in a positive zone without having to worry about etiquette.
How do you use social media to market for women?
Well, before that, here are some telling numbers.
Women are more likely than men to sign up for emails in order to obtain deals and promotions. Sixty five percent of women have subscribed to email marketing messages in return for a freebie.
Moms are avid social media junkies! Eighty five percent of moms look forward to receiving coupons, and 78% of them prefer to receive information about sales and promotions.
Understand that social media is not just a platform for distributing coupons and promoting your product. It is a way to build and nurture relationships.
Recognize Real Women
Look no further than Dove’s Real Beauty campaign, which changed the face of beauty marketing, for inspiration. Women are routinely bombarded with brand messages wherever they turn… and most of these messages, however indirectly, imply that they need to change themselves for one reason or the other. So, creating a positive connection with them is the way forward. Dove has struck a goldmine with its campaign that urges women to recognise their own beauty. The Beauty Sketches video has well over 4.2 million views and around 145 K Facebook likes. Need I say more?
Get on the right networks
You need to learn more about your target audience, so you know exactly which channels to focus your energies on. Find out on which social media platforms the women you are targeting are. Naturally, you should consider a presence on Pinterest if you haven’t already. And work out a formula to balance your time on each site. Email is also an extremely effective channel for communicating, sharing special discounts, and building trust.
Know your customer
Who is your customer? Yes, a woman, but what kind of woman? What is her age? Her marital status, her occupation, her nationality? What are her hobbies and passions? And, importantly, what is her income like? Spending time on finding your target audience will help you build a better brand through social media channels. This way, you will also be able to understand your brand’s core values better and figure out exactly how your product can and will benefit the woman you are targeting.
No cookie-cutter approach
You cannot reach all women with one marketing strategy- women of different ages and backgrounds access social media in various ways. For example, women under 40 might check their smartphones regularly, whereas women over that age could be more comfortable with their computers. Don’t stereotype them. Not all women enjoy cooking and shopping. And not all of them care two hoots about finding out how to get rid of tough stains from shirts. Be clear vision of your audience and its likes. Design your social media efforts accordingly.
Content is Queen
Providing information is the number one way to market to women. A recent study found that women are looking to build identities online, and that content shared on social sites is how they go about it. So, creating effective social media content can inspire brand loyalty over time. Ask women what they want and be consistent with the information you put out. Women can detect inconsistencies real quick!
Complete guide to Instagram social listening and Tik Tok social listening.
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A post about the ‘Collapse of the Brazil World Cup Stadium’ turned out to really be a piece on how a crane in the said stadium collapsed, leading to the death of two people. My heart goes out to the people and the crane. But, my heart doth not go out to the cheapster who concocted the headline merely to get clicks.
I don’t mind jazzy, funny and even downright wacky headlines, don’t get me wrong. I draw the line at ‘wrong’ headlines, however. Unfortunately, this kind of misleading sensationalist headlines is all we, the citizens of cyberspace, are bombarded with every single day, these days. In a world where we netizens have fewer nanoseconds to spare on each article, ‘clickbait’ seems to have become de rigueur.
Which is annoying, because I really hate them. And they make me feel really stupid, once I realise I’ve fallen prey to a boring truth in the guise of a handsome lie. If you are a content marketer, here’s what you need to know about the bane of teaser headlines.
Let’s start with clickbait… what is it? Simply put, it the use of outrageous headlines to get people onto a website. It is kind of like clicking an article about the 10 Things That Make Mondays Better and finding yourself looking at 10 different pictures of donkeys or 10 different pictures of Brad Pitt flexing his muscles. Distractify, Gawker, HuffPost, Upworthy, ViralNova and Salon are among the biggest, most profitable perpetrators of this crime. This trend, if nothing, is worrying because it spells that clicks are king, not content.
Well, as for me; while I might fall for clickbait, I refuse to share nonsense. And, really, isn’t that the key to viral success? When someone actually wants to spread your word? Yes, writing a headline that makes people want to click is a real art, but too many people are taking the easy way out. Readers are left feeling cheated. And, the site/page loses its credibility. Immediately. As a content marketer, you first aim should be to keep your reader reading… beyond the headline, and keep him/her entertained throughout.
So, how do you write a headline that gets the clicks and yet isn’t a load of hot steam?
Pose a Question
I hate not knowing the answer to something. I am told that is basic human tendency. So, making your headline a question is a good way to pique curiosity and get readers to enter your page for knowledge satiation. Curiosity is the queen that drives content. So, feed her well. Remember to speak in first person to make it more personal. Use the word ‘you’ in the headline. Example. How do you increase your page following in a month?
Keep the Mystery
Don’t ever write a heading that basically gives away the entire story. For example, if your post is about how “X’s Share Have Dropped by Y%,” why not tease the reader with a headline like “X’s Shares Take the Biggest Nosedive in Five Years”? That way, the reader will click to find out more about the drop in shares. Of course – ensure that the title is a fact.
Guess What!
Exactly. Keep your readers hanging with a headline that is catchy as hell until it tapers off into… This is a trusted trick of novelists, who keep their fans turning the pages with breaks at the most nail-biting of times. And, well, we all want to know the end of a story, and what happens after the dreaded . Here’s a word of precaution- try this only if the content matter is really that awesome. Or else, your reader might want to hurl a chair at you.
Content with No Value Kills
The worst thing ever for a reader is to continuously land on pages that don’t deliver on the promise of a good story, as indicated by their headline. You will lose their trust. If you cannot come up with groundbreaking stories on a daily basis, that’s alright. But, don’t make false promises. We’ll wait for the awesome content, when it does come up.
Lists and Numbers Always Work
Such headlines are easier to find and instantly draw attention, because readers are at least guaranteed of a reading experience that is easily-palatable. It is said that headlines with the words ‘Ways to’ get more hits. But, don’t get carried away and make all your headlines number-heavy, especially when it makes no sense at all.
Promise the Reader Takeaway Value
The idea is to pique your reader’s interest with the promise of some useful information he/she can use in the end. Be specific, as such headlines get more hits. Based on your product, identify problems and offer solutions to them. Example. How I Increased My Twitter Following By 30%, and Spent $92.
Don’t clickbait. Don’t be a con artist in content marketing. Stay classy. Follow us @BetaTwentyOne.
There’s no time like Oscar-time to newsjack! Sure, last year was a little embarrassing, with most brands doing it all wrong and tweeting inanities of all kind just to have in on the golden buzz. But, there’s no reason one shouldn’t feel optimistic this time around! After all, with one full year of practice behind them, brands are probably better geared to ride the Oscars wave to market their products.
So, with the Academy Awards just a little more than a month away, if you are a social marketer, you’d do well to equip yourself with the right strategy to make your brand’s presence felt on the big day and in the lead up to it. Get ready to newsjack the Oscars!
For the uninitiated, newsjacking is the art of piggybacking on current events and incorporating them into the marketing plan to leverage your brand’s popularity. Real-time marketing at its best. It is not a new trend, but has become essential to social marketing in an age when new stories get buried in no time. It’s a great way to drive traffic to your content by engaging people in different ways.
And, the Oscars are the perfect time to let the newsjack out of the box, and create running dialogue between viewers, celebrities and you, in a flurry of live tweets and posts. Brands such as Visa, JC Penny, Heinz, Special K, Stella Artois, Skinny Cow, Twix, Sprint, Starbucks, Oreo and Oscar Mayer achieved varied degrees of success with this approach, last year. And, this year, you can be part of the action too.
But, here’s a word of caution. Newsjacking can easily make you look like you are doing it just for the sake of it, without having anything to really say. So, what do you need to keep in mind, when newsjacking?
Oscar Mayer’s Take on Skyfall Last Year
Keep your eyes peeled for surprises
Always be prepared for small, unexpected moments. They are the usually the ones that go super viral. And there’s no reason you shouldn’t cash in on them. For example, the best social media moments took place when the lights infamously went off at the Super Bowl last year. Brands like Oreo used the incident to tweet their way to viral success.
Stay clear of controversy
Unless your brand is known to thrive in hot water. Use wit and be clever with your posts. Go with instinct; if you think something is going to rub someone the wrong way, best to stay away from it. But don’t be bland and boring. No one will bother reading you. Show some attitude. Last year, The Guardian’s live blog took a gamble with its criticism of Amy Adam’s ‘ridiculous’, ‘blah’ dress, but it paid off, because people connected to it. Oh, and don’t copy. That would make no sense. Your post needs to fit your brand image. For this, you need to strategise beforehand and decide what kind of a presence you want to create on the big day.
The list of nominees is out, and luckily for you, the Oscars have been pushed to March 2 because of the Winter Olympics. With so much time on your hands, there’s absolutely no excuse for you not to be fully prepared. Draw up a list of ideas in the eventuality of different movies and persons winning the various awards. What would you tweet if Leonardo DeCaprio won the Best Actor award; what if the underdog beats him to it? Not all of us think on our feet. So, do your homework, and possibly even schedule a succession of tweets for different eventualities. Speaking of preparation, ample staffing… you’ll need it.
The quicker takes it all…
Newsjacking pretty much rides on right-here-right-now, as it has a shelf life of, sometimes, just a few seconds. Your reaction to any given incident needs to be immediate, especially when something dramatic happens. Because, that’s when people reach for their computers and handheld devices. You need to be there to take part in the conversation. And you need to put out interesting stuff, to really make an impression. Thumb rule: say it fast or don’t say it all. No pressure. Haha, kidding.
Keep it interactive, but relevant
Yeah, it’s social media and whatever you put out there is going to be interactive, right? Wrong. Keep readers engaged by asking questions, taking polls, etc. Make them feel like their opinion matters. You’ll find topics aplenty to chatter away on; don’t worry.
Want to say congrats to @JonahHill and @McConaughey on their well-deserved Oscars nominations!
While at it, think of ways to connect your brand to the Oscar buzz. Colgate Optic White hit gold with its posts about the beautiful smiles of various actresses, with the hashtag #brilliantsmile. Pantene opted for the #WantThatHair hashtag, focusing on the best coiffures. Samsung Mobile had a Promoted Trend to show off its product’s sketch features, by showing users’ sketches of Oscar dresses.
What tips do you have for those looking to newsjack the Oscar this year?
Facebook was the coolest thing ever until the enemy – the army of the dreaded parent folk – permeated it. This was the conclusion of a survey done in the later part of 2013. ‘My-only-Facebook-friend-is-my-grandma’ jokes started doing their rounds.
Everyone and their cousin began heralding the death of Facebook. Just as they’ve been doing since, what, 2007? Every year, there will come a headline-crashing report about Facebook’s popularity declining, dying, waning… but, just like ‘fetch’ never happened, Facebook fatigue never happened either. If anything, the social media giant just continued to grow, into the seemingly untameable Goliath it is now. So, is Facebook dying? Nope.
A study of the studies
So, let’s take a look at one of the most recent studies, one done by Global Social Media Impact Study, which researched the Facebook use of 16-18 year-olds in eight EU countries. It found that as parents and other oldies flock to Facebook, its younger users are busy sprinting in every other direction. It is a different story altogether that most of the surveys that ‘foresee’ the site’s decline have included a suspiciously small study group (40 students from eight countries. Come on, Facebook is available in more than 100 countries!). The real matter here is that Facebook seems rather unaffected by it all.
After all, more concrete reports- y’know those with real numbers- show that the brand’s share price more than doubled in 2013, ending the year above $54. This reflects investors’ belief that Facebook\’s users will not tire of it. It’s also prudent to note that while Facebook as a mad obsession might be waning, its mobile business is growing, having claimed more than 500 million daily users! That\’s more than a few big countries’ populations combined.
Let’s take a look at advertising, next. According to Nielsen research, online advertising is most successful when targeted at users in the 21-34 age group, and that women aged 25 to 34 are the most profitable advertisers, when it comes to mobile devices. Teenagers? Hmm, they’re nowhere close. I rest my case.
Okay, for argument’s sake, let us assume all these studies are, in fact, highly telling.
Where are the teens going?
MediaBistro reported last October that 61% of teens preferred Tumblr, compared to only 55% of them who voted for Facebook. Networks and apps like WhatsApp, Instagram (owned by Facebook, FYI) and Snapchat are other popular teen hangout spots. Why? Because they offer better privacy. Snapchat (hailed as the star among teenagers), for example, erases images within 10 seconds after they’re viewed. Twitter saw a doubling of teen users last year, while Path, whichlimits one’s friends’ list to 150 made in-roads into the segment too.
To address the issue of privacy, Facebook changed its policy for its 13-17 year-old demographic, allowing them to post publicly, as well as allow followers. Apparently, this hasn’t brought back the (40 odd) users who left the site in ‘droves’.
They will get back to Facebook
Even so, teenagers are bound to come back to Facebook once they graduate from high school and their comrades start leaving to other states, countries and continents to pursue their respective vocations. Snapchat will prove useless then, when it comes to keeping track of their million-and-one BFFs’ lives and also staying in touch with the home folk. Facebook is the be all and end all of ‘staying in touch’. No two ways about that. My tech-challenged father thinks so too. So, no more arguments!
Therefore, before you start worrying unnecessarily abut Facebook’s health, take a chill pill. And, if you’re teenager who hates Facebook, you must know Facebook gives about half a hoot.
