From What’s Now To #WhatsNext [August 9]
Did we miss anything? What social trends are you curious about this week?
Think Outside The Content Box
These past few weeks, I have come across several examples of brands using social channels and content to think outside the box and stand out. While these are B2C examples, there is no reason why B2B companies can’t explore new approaches to social content and campaigns in order to reach customers and influencers.
In my blog about how B2B companies can make an impact with Instagram, I emphasized that digital media is a great way to give your content strategy and overall social media program a boost as it presents unique storytelling opportunities for companies that struggle to tell their story, or that have been telling their story in the same old way. Below are some of my favorite case studies from this week for your reference and inspiration. I’m always happy to brainstorm different content approaches to tell a B2B or B2C story. In fact, I keep a list of ideas with me at all times. If you’re curious, I’m always on at @andinarvaez.
- Honda, Hashtags and Vine: Honda asked customers to tweet reasons they want/need a new car using the hashtag #wantnewcar, and then responded to them in real-time with quirky Vine videos that encouraged them to hurry to the Honda Summer Clearance Event. Sure, they didn’t even try to be inconspicuous or to tie to a brand story; but I appreciate their focus on a single, primary objective.
- Ellen’s Twitter Speech: Ellen DeGeneres accepted her Oscars hosting gig in less than 140-characters. Rather than issue a press release with background on her hosting experience, bits of Oscars history, and highlights of her career… Ellen kept it short and sweet and was retweeted 20,090 times and favorited 19,430 times. How many of us putting out press releases can say we have received that much attention with an announcement in the span of just a few days? Press releases aren’t dead and I understand when they are necessary but, try to blog or tweet your news, complement this with outreach to key targets and see if you can’t secure briefings in part because your approach to the announcement was refreshing.
- Ender’s Game: Rather than post a trailer to a YouTube channel or movie website, the marketing team behind the upcoming film created an interactive experience whereby fans can enroll in Fleet Battle School and complete missions in order to unlock an exclusive movie clip. This is a fantastic example of how digital content can turn a story into an experience.
- IKEA Catalog: The Swedish have done it again. IKEA developed a very cool AR application that transforms their catalog into a piece of furniture when you view it through the app. The brilliance of this was best explained by Mark Wilson (@ctrlzee) of Fast Co. Design,
“Technically, this is no more amazing than any other AR app to date. But every part of the actual use-case scenario makes sense. Consider the experience: You’re already reading this catalog. You come across something you like. Then, assuming your phone is nearby, the hardest thing you have to do is drop the book somewhere in your home--a satisfying tactile process that beats pinching and zooming on a glass screen.”