Surprisingly, Google+ pages is an underestimated and often under-utilized tool in the realm of social media marketing. However, the good people over at Android’s online marketing department would doubtlessly swear by it. According to SocialBakers, Android is currently topping the list for the most likes on a Google+ page this month–an impressive 7 million!
Visuals
Let’s ease on in with some visuals, shall we? We can’t stress how important visual presence is as an online marketing strategy. It is generally the first thing the public will notice, and often the most retained information.
Android has a good grasp on this factor; one glance at their Google+ page, and you will be greeted with a flurry of bright, colorful, aesthetically pleasing posts. Android’s visuals essentially fall into 2 categories–their ads featuring the android mascot (that little, green, alien-esque dude), and functional ads, which feature a high resolution background, with an android device held in front of it, displaying a pertinent app.
The Android mascot getting fit
The Android mascot apps are great – they depict the brand’s martian-like spokesman in various activities related to current events or a product. These range from the little guy playing soccer for the World Cup, dressed in a graduation gown to congratulate recent college grads, or hoisting dumbbells and in full workout attire to promote the My Track app. These posts are surprisingly effective because they essentially cover three key marketing bases with one cute, entertaining image:
Android is providing the consumer with relevant information and current events, and linking it to their brand or product.
The use of the mascot in these ads reinforces their brand image. You see him, and you think “Android”.
You are providing the consumer or follower with entertainment, a laugh or smile, and not just spamming them with “buy our product” ads.
The second type of visual that is present on the Google+ page are the ads which directly feature Android’s products. In these ads, an Android device is in the foreground, with an attractive setting behind. On the screen of the device, we can clearly see some sort of app being used, often one which is relevant to the setting. These visuals do not seem to be as effective, and on a whole, have less likes than the Android mascot–and for good reason. They are essentially just screenshots of someone using an app, with a pretty background behind.
Android even has a Fantasy Baseball app
Content
Android’s Google+ content is a bit of a mixed bag. There are copious amounts of attractive visuals and ads, which we just discussed, but they also make sure to employ interactive content, such as the Androidify app and video content.
Android celebrates Valentine\’s Day with its followers
Android’s page also offers the latest industry news, keeping customers and followers coming back to stay informed. They also engage customers by encouraging them to send in photos related to the current holiday, such as their “show us what you heart” promotion for Valentine’s Day, where followers were asked to send in pictures of people, places, and things they love.
Having content that engages or encourages fans to participate is invaluable to any brand. It keeps fans coming back for more, and it makes them feel as though they are part of a community–this is undoubtedly what contributed to, at least in part, the recent spike in Android\’s Google+ popularity.
Insights From Jesse Stay
For further insights on Android\’s success with Google Plus, we spoke with social media expert and Vice President of Social Media at Fit Marketing, Jesse stay, Jesse is a seasoned speaker, author, and consultant on the topics of social media, and has written six books in this field. He was also featured as one of 20 developers to follow and one of 10 entrepreneurs to follow on Twitter by Mashable.
Why do you think Android has been doing so well, from an online marketing standpoint?
Jesse: I’ll be honest – a lot of Android\’s success is because it\’s owned by Google, and the influence they have in their own products and cross-integration between those products. That, along with a strong interface that interfaces really well with Google products is the reason it has taken off so well. My experience is that the more a brand can \”own\” the experience and make it as easy for them to use their products, the more their products will spread.
I\’m not privy to their marketing strategy, but I wouldn’t doubt that they\’re also applying a strong SEO, PPC, as well as social ad strategy (but as you see in my response below I\’m not 100% sure of that – they may not be doing anything there). Also, just searching for \”cell phone\” on Google brings up a whole host of their vendors\’ sponsored ads all promoting Android phones. I\’d say a strong and solid partnership with the major mobile phone brands (and the acquisition of Motorola\’s mobile division) has had a big affect on their success. Going open source also probably helped, as that made the transition for vendors even easier.
What tactics do you think contributed to Android’s Google+ page, in particular, getting so much traffic?
Jesse: My experience is that many of Google+’s most passionate users have a strong bias towards Google products. Where Google+ is a Google product, and Android is a Google product, I anticipate psychologically Android\’s Google+ page would be one of the first places Google+ users flock to. In addition, Android is already on many suggested accounts to follow lists as users join Google+, giving them even more opportunities to grow.
All of the other Google+ accounts also share content from the Android Google+ channel frequently. I have no doubt that drives more followers as people recognize the Android brand, something many Google+ users are already passionate about. So to sum up, Android just fits the demographic of a typical Google+ user.
Why do you think there is such a large disparity between Android’s Facebook page (1+million likes) and Android’s Google+ page (over 7 million likes)?
Jesse: I think it’s just further proof of my point earlier that Android is a much more familiar brand on Google+, and that it has an advantage on Google products. I\’m not seeing a ton of evidence that Google is advertising their Facebook Page on Facebook (and if they are they’re doing a horrible job at it), so I\’m sure that contributes. Google needs to invest a little more into their Facebook Page to see growth there (in other words, they have to actually try over on Facebook). I\’m noticing they\’re not giving much enticement to their fans to engage in posts. The images they’re using aren’t quite sharable enough. Honestly, it doesn’t look like they\’re putting much effort into Facebook. I anticipate it’s the same on Google+, but they get more fans there because it’s a Google product.
Budweiser; hailed as the “King of Beers”, and not without reason.
This mega-brand has been around for well over a century, and has built itself a royal legacy where it has become a household name among beer-drinkers, and a staple draft in just about any bar or pub you may happen upon.
Marketers around the world can take a page from Budweiser’s book, as they reached their current level of popularity through expert marketing tactics over the years.
Sticking with the “regal” theme, Budweiser’s latest crowning achievement in marketing is its position as the official beer of the 2014 FIFA World Cup in Brazil. As part of their promotional campaign in tandem with this event, Budweiser launched a microsite, www.riseasone.com, tailored to football fans around the world.
Today, Beta21 will be taking a critical look at this marketing strategy and providing you with lessons for your own campaign ideas in this microsite review – Budweiser.
User Interface
Right off the bat, upon entering the site, users are asked to confirm their age. This may seem excessive, but it is an important preemptive tactic that must be taken when you’re company is marketing a product which comes with an age restriction. Kudos, Budweiser, you get some public relations points.
Budweiser ALWAYS checks ID
After you confirm that you are of legal drinking age for your respective country, you are taken to the site’s homepage, which is quite possibly the most user-friendly interface one could imagine. The page consists of image ‘tiles’, similar to those seen on Window’s programs and tablets. The user needs to do minimal reading, if any, and simply has to view the images which correspond to the link. And that’s it! No tricky site navigation.
Budweiser’s Site Layout
If for some reason, you decide that you want to give yourself the extra chore of reading, you can click the menu button at the top right of the page to reveal a side menu providing text links to all of the content More importantly, however, this same menu allows you to select your “experience”, (Global, Spanish, UK, or Brazil). This nifty feature offers some extra content that is pertinent to whichever region you select. (menu pic)
Content
Whether you are a football fan, Budweiser patron, or both, there is definitely some cool content on this site. Sure, there are some promotions directly related to Bud, such as their limited-edition golden bottles, but what is really key here is that they have tons of content pertaining to the World Cup. The site offers videos about the history of football and modern-day mini-documentaries about football serving as a global force for good.
Beyond the video content, the site also features interactive content, such as the “Paint the World” app, where users can virtually paint their faces with their team’s colors. Interactive content like this is great for user engagement.
Fun with the Paint the World App
As an online marketer, it is important to remember not to simply ‘spam’ your audience with ads for your product. Providing content that isn’t directly related to what you are selling is an unbelievably effective tool. Not only will you not be annoying your current audience, but your content can attract customers who may have otherwise not been familiar with your brand.
Unfortunately, despite all the great content on the site, we did find one issue. About half of the site’s content was simply posts that were recycled directly from Budweiser’s Facebook page. Without the addition of the Facebook posts, the site would only have about 6 pieces of content to engage fans.
Overall Impression
We had high expectations for Budweiser’s micro-site, given their track record of being a marketing mogul–and they certainly delivered. We found ourselves spending more time than we anticipated watching the World Cup videos and playing around with the football team virtual face painter app. The recycled Facebook content was a bit of a let down, but not enough to detract from the site’s overall effectiveness as an online marketing tool. This is an excellent tool that provides football fans and Budweiser fans a unique experience in celebration of a beautiful game. Beta21 gives Budweiser’s “Rise as One” site a solid 9 out of 10.
As all social media marketers are aware, the “hashtag” can be a very powerful tool, whether it is used on Twitter, Facebook, Instagram, or any other such platform. However, as the age old adage goes, with great power comes great responsibility. We will be taking a look at several big name brands who made some irresponsible (and even just plain silly) hashtag mistakes when utilizing the promotional power of these keywords.
McDonald’s: #McDStories
Recently, McDonald’s launched a Twitter campaign prompting followers to share personal stories about their McDonald’s meals using the hashtag #McDStories. Unfortunately, this hashtag quickly became hijacked by jokers and dissatisfied patrons, who began slinging horror stories about food sickness and such.
Lesson: Keep in mind that your followers will not always say what you initially intend and a harmless prompt can quickly backfire. Remember that using a hashtag on social media is essentially initiating an open forum discussion, trending on your hashtag keyword.
Entenmanns: #notguilty
Snack and pastry company, Entenmanns lost some serious PR points when they employed the #notguilty tag (intended for the Casey Anthony trail verdict, which had been reached earlier that day). Needless to say, the tweet was removed when followers expressed their disdain for the distasteful use of a trending tag
Lesson: When using a trending hashtag that you or your company may find clever because of its relevance to current events, think first! The last thing you want to do is to come across to your followers as insensitive.
Celeb Boutique: #Aurora
This is one of the more tasteless hashtag failures that we have come across. Following the tragedy of the shootings in Aurora, Colorado, Celeb Boutique attempted to use the trending #Aurora tag to promote their new line of dresses.
Lesson: Pretty straightforward on this one, folks. Don’t abuse a tag meant to promote awareness of a current tragedy just because it is trending. The PR nightmare that it is going to cause will do you much more harm than good.
Newsweek: #MuslimRage
Here we have a prime example of social media users hijacking a well-intended hashtag and running wild with it. #MuslimRage was meant to promote conversation about the September 2012 issue of Newsweek magazine, but thanks to immature jokers, things rapidly got out of hand.
Lesson: Expect the unexpected. Before using a hashtag, be aware that you will have little to no say about the conversations that will spring up around your keyword.
BlackBerry: #RIMjobs
If you don’t know why this hashtag is both hilarious and inappropriate, I am not going to explain it here, but it is nothing that you cannot figure out in 4 seconds with a quick Google search or trip to www.urbandictionary.com.
This initially innocent hashtag was intended to promote awareness for jobs with BlackBerry (RIM stands for Research in Motion, the original patent name of the company). Unfortunately, by some means unknown, the entire marketing department of BlackBerry failed to realize that their hashtag had a very different meaning which made countless adolescents and immature adults giggle uncontrollably.
Lesson: Not much to say here in terms of a retrospective lesson–just do your homework and make sure that your promotional keyword doesn’t also double as a niche sexual act.
Kenneth Cole: #Cairo
Another PR disaster occurred when clothing company Kenneth Cole linked the release of its spring collection of clothes and accessories to the trending #Cairo tag, in response to the unrest and rebellion in Cairo, Egypt. Again, a move like this is just plain insensitive.
Lesson: Same as before–don’t ruin your public opinion by distastefully using a current event to promote your posts. There are plenty of other ways to generate hype for your brand.
Urban Outfitters: #frankenstorm
Sometimes, a company won’t even wait until a tragedy has subsided before trying to hop on the hashtag bandwagon. This is the case with Urban Outfitters, who, during the onset of super-storm Sandy, promoted free shipping from their website with the #frankenstorm tag, referencing the devastating hurricane.
Lesson: Be sensitive with your tweets, and think about how others may react to a questionable post, because more often than not, it will be negatively.
TacoBell: #dream
Although this last one isn’t directly a hashtag, it still follows the same principles as what we have been discussing. Now, out of context, you may think that there is nothing wrong with this tweet, and out of context, you would be right. However, the issue arises when you realize that this tweet was posted on Martin Luther King Day, presumably linking dreams of tacos with MLK’s dream of racial equality. Sorry Taco Bell, your food may be delicious, but it is certainly not on par with King’s “I have a dream…” speech.
Lesson: I am probably starting to sound like a broken record at this point, but this factor cannot be stressed enough. When you are using a hashtag, you are opening up a public conversation, so it is imperative that you have the general public in mind. Don’t offend your audience in exchange for humor.
In this installment of our Facebook Page Reviews we will be turning our attention to the travel industry, which has recently been recognized for its exceptional performance on its social media platforms. Will they hold up to the hype? What are they currently doing on social media?
Visuals
One of the most important aspects of a brand’s Facebook page are the visuals. These are the first thing that visitors to the page will see, and visuals tend to take up the majority of space on the page itself.
Expedia puts its visual opportunities to use by featuring the Expedia logo as the page’s default–a practice that should be standard for any brand, as it reinforces the brand name and image.
The most memorable visual feature of a Facebook page is the cover photo. For their cover photo, Expedia features a scenic, picturesque photograph of Venice, Italy, with the phrase “Find Your #Storybook” across the top. This is a subtle but very effective marketing strategy, as it invites fans of the Facebook page to follow Expedia on other social media platforms, such as Instagram and Twitter, where they can share their own vacation photos with the advertised hash-tag.
Photos
On the topic of visuals, the photos that a brand has posted to its page are also important. These can be used to promote fan engagement, or even showcase pictures from fans.
As a travel company, Expedia can get the best of both worlds from their photos. Pictures that they post themselves can act as advertisements for travel to specific locations, while fan photos through the #storybook campaign promote a strong social media community for the brand.
Promos and Deals
Offering promotions and deals on your Facebook page is a great way to get fans involved with your social media endeavors, as it gives them strong incentive to frequent your page, instead of simply “Liking” it, and then forgetting that it exists.
One of my favorite things about the Expedia Facebook page is that they are always promoting a wide array of deals. All of their deals are also accompanied by a visually stimulating travel photo, which is a very nice touch.
Customer Service
Unfortunately, this is where Expedia loses some serious points. Unlike other brand pages I have seen thus far, Expedia has had relatively poor levels of engagement and customer service. Scrolling through their posts, I saw a multitude of complaints from customers which went unanswered–and the ones that were answered were few and far between.
Molding a strong bond between the brand and fans through social media is one of the most important aspects of social media marketing. If you aren’t going to listen to and converse with your fans on a regular basis, why bother have the page in the first place?
To improve your brand engagement, check out our article here!
What Could be Improved
There is always room for improvement on a brand’s Facebook page, or any social media platform for that matter. Here are some ways in which Expedia could raise the social media bar.
Travel Videos – adding the occasional travel video, or even a slideshow of an album of travel photos would be a nice change of pace.
Reviews – The page could up its informative side by posting reviews of hotels, cruise-lines, etc., to further help fans of the brand. Of course, crowdsourced positive reviews – it’s not like Expedia would like to expose their prospective customers to the horrible hotels they’d like you to stay at!
Better Engagement – Expedia needs to assess their current lack of customer service and fan engagement on their Facebook page–this is their number one problem. Respond to customers who are experiencing issues or who are dissatisfied with a service, it can go a long way.
Rating
Expedia’s Facebook page has a lot going for it. Great content, excellent visuals, and enticing deals and promotions. However, it is really hurting itself with its sub-par fan engagement and customer service.
Got some interesting ideas for how Expedia can do better on their Facebook page?Tweet them to us at @BetaTwentyOne and we’ll add them here! We’re always listening.
One of the newest additions to the social media family is Vine, a video sharing network owned by Twitter. Vine allows its users to create short, 7 second video loops which can be shared on the Vine site or other social platforms such as Facebook and Twitter.
Naturally, it didn’t take long for brands and companies to take notice of this new social media platform, and begin implementing it as a medium for advertising.
7 seconds may not seem like a sufficient amount of time to get any sort of message across–which is true to an extent–so brands need to get a little creative with their Vine videos.
One tactic which Samsung uses throughout the majority of their Vine videos is stop motion. They film one short, split-second frame after another, allowing them to cram tons of creativity into a very confined time span. This often results in very artistic and captivating videos. In the above Vine, Samsung utilizes artistic stop-motion filming in tandem with the holiday theme to showcase 3 of their latest products; a smart watch, tablet and phone, respectively. This Vine acts as a sort of teaser, prompting viewers to head to the Samsung website to further investigate these products.
In this creative Vine, Samsung uses an artistic hand-drawn loop which showcases their Air Transfer technology, which allows Samsung users to wirelessly send and receive files to and from the Samsung cloud . In this Vine, Samsung uses stop motion to give us a taste of the capabilities of their GalaxyNote, depicting a young woman drawing a sketch on the note as easily as if it were a piece of paper. I don’t know about you, but this Vine sure made me want to play around with a GalaxyNote.
This is personally one of my favorite Vines on the Samsung page. Samsung shows off a variety of almost 20 different products in the span of 7 seconds, including cameras, tablets, phones and smart watches. At any point in time, you can click (or tap if you are using the smartphone app) to pause the video on any item you want to take a closer look at.
One of the newest innovations in smart phone technology is the smart watch. Naturally, this product makes an appearance in a majority of the Vines on Samsung’s page; however, Samsung really nails it in this Vine loop, showcasing all of the different varieties, colors, and styles of smart watches that they have available.
What Samsung is Doing Well
With only 7 seconds to showcase content, there is only so much that a brand can do right (or wrong, for that matter). Luckily, Samsung falls into the former. They are optimizing their Vines by loading them with creativity and innovation, as well as balancing this artistic flare with showcasing of their products.
Additionally, they are making good use of the “hash-tag” function on Vine, which also integrates with Twitter, using the “#GalaxyLife” tag to link their their campaign across social platforms.
Advice for New Brands on Vine
Here are some quick tips and advice for new brands trying to promote themselves on Vine.
– Be creative – A simple 7 second clip praising your product is boring. Get artistic an creative and experiment with new ideas.
– Reinforce brand name – Use a hash-tag with your slogan to reinforce your brand name and connect to your brand’s Twitter page.
– Engage with followers – Talk to your followers! Respond to their comments and encourage them to make their own Vines involving your products.
– Consistency – Upload new content frequently and consistently (but not to the point where it\’s spammy) to keep followers checking back regularly.
What We Can Expect to See
Vine is still in its early stages as far as social media marketing is concerned, but as this platform picks up traction, we can expect to see brands getting more innovative and creative.
Brand endorsements from celebrities (both real world and Vine celebrities) are sure to play a big roll.
Sweepstakes and competitions – we are bound to see companies start using these through Vine, potentially offering prizes to the best submitted user vines featuring their brand, etc.
Rating
All in all, samsung is doing a solid job with their Vine page. It is fun, artistic, creative, and as informative as 7 second clips can be. They could use a little bit more content and diversity as far as the Vines go, but the platform is still in its beginning stages – we really, really think Samsung is doing a great job on Vine.
