Category Archives: Social Media

Case Study: TVJ Champs Report

Television Jamaica’s Social Media Coverage of ISSA/Grace Kennedy Boys and Girls Championship 2014

  • Quick Summary

 

TVJ wanted to dominate the media coverage of the highly anticipated annual Boys and Girls Champs. Live television broadcast with their on site reporters, in house analysts and radio reporters meant that social media was the only missing link. TVJ realised that they are highly engaged by their followers on their Facebook and Twitter social media platforms and wanted to maximise this presence through live coverage. This case study represents the IPP execution of a live social media campaign in the area of sports. This type of coverage was the first for the IPP team.

 

  • Goal/Problem

 

To assess if maximum social media coverage was achieved by It’s Pixel Perfect for the project ISSA/Grace Kennedy Boys and Girls Championships from March 25-29, 2014 across three social media platforms for Television Jamaica.

  1. Increase TVJ’s followers on Facebook by 2000 persons.
  2. Provide timely and consistent updates across the three social media platforms.
  3. Post live pictures and videos everyday of the event.
  • Context

 

This was a seven-days campaign. The first two days were used for lead up promotion and the remaining five days for live social media blogging executed on site at the National Stadium in Kingston. Each days coverage varied with a minimum coverage of 10 hours and a maximum of 13 hours. Coverage each day included the use of two live bloggers and one photographer.

 

  • Solution

 

Overall Assumption:

This campaign will increase Television Jamaica’s followers on social media and also establish it as a reliable source for real-time track and field event information and other events sponsored by the group. This noted reliability would result in current followers spreading the brand’s praises to others and making a commitment to get results/updates from only TVJ moving forward.

Though IPP was only given a specific target for Facebook, the company thought it necessary to include TVJ’s twitter account and create an Instagram account to have maximum social media coverage.

  • Strategy/Tactics

  1. Start the promotion two days before the actual event on Facebook
  2. Paid advertisements on Facebook page
  3. Provide ongoing concise and accurate information/updates for every event on the track and the field via Facebook
  4. Link the Facebook account to twitter
  5. Create an Instagram account
  6. Have a photographer on the track at all times to capture the events up close
  7. Use mobile devices instead of laptops
  8. Post pictures with Facebook posts on the final day of the championships, to give the followers visual content and an eye at the stadium.
  • Return

Facebook

  • Followers/ Likes increased by 2,997.
  • Through the use of paid advertisements, there was a reach of over 40,000 persons each day over the period.

 

Twitter

 

  • Followers increased by 636 followers.

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Instagram

  • The coverage ended with 121 picture posts and 314 followers.

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  • Reviews

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  • Lessons Learned

  1. Large outdoor events for long hours require additional human resource by the IPP team.
  2. The IPP team must be equipped with additional resources
  3. Ensure that the company (person who contracted IPP) delivers on demands necessary to the completion of the assignment (example: accreditation, press passes) so as to limit the need for improvisation.

How Restaurants Can Use Social Media To Boosts Business

By Renee Gauntlett

One industry that will never fade away is the food industry. The competition there is the most intense and as a result, marketing and promotions are extremely important to set your brand apart. I’ve said it many times and in many ways that social media is an easy-to-use marketing platform, so why wouldn’t restaurants use it too to help boost business?

Your main purpose of using social media is to interact with existing customers as well as to attract new customers. In doing so, restaurants should promote their products and prove themselves to be better than their competitors. The most popular social media networks for restaurants include Facebook, Twitter, Instagram and YouTube. Here are a few tips on how to make the best of your social media marketing efforts.

 

Offer Specials and Discounts

From time to time, restaurants offer special deals and discount on meals. You can use social media to promote these specials.

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Promote Menu Items

Restaurants can post the entire menu, the daily specials or just the most popular items. It would be best to post photos of these items which will generate responses from your fans. These photos could also feature real customers enjoying the meal. Take the photos yourself or have your fans submit them.

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Here is where social proof comes into play… if a certain amount of fans ‘LIKE’ or leave positive comments on a menu items, chances are many more of your fans may be more willing to come in and try it.

 

Use Employees as Brand Ambassadors

Your very own employees can be your best brand ambassadors. People can be very critical of where their food comes from and if an employee doesn’t eat there or at least enjoy working there, its a big turnoff for potential customers. So use your best employees to help promote your restaurant. Remember, using real people as representatives will add personality to your brand.

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Encourage Fan Reviews

Though it may be scary at times to ask for reviews because you might not always get the feedback you hope for, but its something to consider when using social media. Ask questions about your restaurant and embrace the responses. Some responses could even help you improve your business.

Give Peaks of Behind-the-scenes Activities

As I said, people can be picky about their food. Post photos or short videos of the behind-the-scenes processes of food preparation to let fans see that you have a family of employees who take care and pride in preparing and serving their food. many customers will be very happy to see these.

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Monitor Your Reputation Against Your Competitors

Restaurants can use social media to keep an eye out for any warning signs for problems that may arise in business. These problems may arise in the form of reputation or your competition. Once you know your rank, you will know the next step to take to boost your business.

These are just some very basic ways that restaurants can use social media to help boost business. Feel free to add your own spin and techniques to this list. As I always say, creativity is NECESSARY when using social media. Learn about your audience and give them what they want to see and hear.

5 Business Benefits of Blogging

By Glenford Scott – GSCOTTY.COM 

Now I know you’re busing trying to get new leads through knocking on doors and making a bazillion phone calls daily, hitting the pavement and building your brand. Well there’s an easier way that includes a smaller phone bill and equal amount of time, it’s called blogging. Blogging is a low cost marketing tool that brands can use to build their brand’s reputation online and off as an authority and industry thought leader, checkout a few benefits of business blogging below to see what I’m talking about.

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Build a Community

Blogging allows you to directly communicate with your customers and potential customers in a very intimate way that a Facebook or Twitter account won’t allow,Today, brands have become worried about managing their reputation online. If you are facing any kind of negative press, you can counter it with the help of a blog. give consumer an inside look into the ups and downs of your company as well as provide them with valuable content that they can apply in the future to build your community.

 

Position yourself as an Authority

When you’re blogging for your business the key thing to do is to write articles relating directly to your industry and really give valuable information to people that will make them consider you to be a thought leader, eg – if your a social media marketing company you can do a blog on “business benefits of social media” (like we did ^__^). As I said doing this consistently will position you as a thought leader in your industry and keep you top of mind to potential customers.

 

Market Research

Your blog can play as a form of market research as you’ll have analytics available to you that will let you know what your readers are gravitating towards the most and while learning what your readership is most interested in, you can develop new products and services or adapt existing ones to that interest. You can also improve the effectiveness of your marketing messages, knowing what your readers like to view and share the most.

 

Boosts Traffic To Website

Having a blog gives you the chance to have fresh content on your website all the time. Search engines like Google and Bing love websites with regularly updated content. Consistent updating of content would bring search engine spiders to your website frequently, resulting in an increased number of crawls. If you are wise with the selection of keywords, blogging can bring a huge amount of traffic to your website and also if you are consistent with promoting your blog across the different social networks you’ll have a fury of traffic in due time.

 

Low Cost Marketing

In essence blogging is a low-cost, high-return tool that can handle marketing and public relations, raise the company profile and build the brand. There is always a trade off though, low cost means plenty time and strategy has to go into your blogging/content marketing efforts for it to flourish properly.

Below are a few stats taken from Hubspot 2013 Inbound Marketing Report on Business Blogging

  • 62% of marketers surveyed will blog in 2013.

  • 82% of marketers who blog daily acquired a customer using their blog, as opposed to 57% of marketers who blog monthly — which, by itself, is still an impressive result.

  • 79% of companies that have a blog report a positive ROI for inbound marketing this year.

  • Blogs produced a new customer for 43% of marketers last year.

  • Just 20% of companies without a blog reported ROI from inbound marketing in 2013.

  • Blogging has enjoyed strong annual budget growth — 23% of marketers invested in blogs for 2013, a 9% increase from 2012.

  • 9% of companies employ a full-time blogger.

  • 43% of marketers generated a customer via their blog this year, and blogging requires roughly 9% of marketers’ total full-time staff dedications and 7% of their total budget.

  • Blogs produce low-cost leads for 24% of the marketing community.

  • While blogs require roughly 9% of marketers’ total full-time staff dedications, they also demand just 7% of marketers’ total budget outlay this year.

  • 43% of marketers generated a customer via their blog with less than 10% of total time allocation.

The Social Psychology of Social Commerce

By Glenford Scott – GSCOTTY.COM 

To many social commerce is merely e-commerce with some Facebook plug-ins on the website (Facebook being “social” and e-commerce being well “commerce”) , but it goes much deeper than that. It goes deep into the mystical land of human social psychology.

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The importance of social psychology can not be overstated. This branch of psychology deals with how people think about influence and how individuals relate to one another. In Facebook, Twitter, Google+, and every other network, the social economy within each is defined by how people earn and spend social capital. Based on the commerce of actions, words, and intentions (or actions, reactions, and transactions), individuals contribute to their stature not only within each network, but among those to whom they’re connected. The same is true for organizations. You earn the relationships and the resulting stature that you deserve.

So there are in total 6 pieces that put together the puzzle of social commerce that makes it such an intriguing industry. These 6 pieces are 6 heuristic shopping traits that humans follow when making purchases. A social commerce website plays on these 6 traits to induce a shopper to make a purchase. They are as follows.

1. Social Proof (Follow The Crowd)

When a customer is about to make a purchase, they might be in a bit of a jam in deciding what to buy. At this point of indecision they’ll naturally jump into social-proof mode and will end up wanting to buy what they see others buying.

The Classic Experiment: The 42nd Street Experiment (1969). A single passerby was asked to stop in 42nd Street NYC and gaze skyward for 60 seconds. Other passersbys walked past, ignoring him. But when15 passersby were asked to do the same thing, 40% of people on the busy street also stopped to look up, almost bringing 42nd Street to a complete a halt within a minute.

To influence decisions: wish lists, popularity lists, social sharing, reviews, and social recommendations become paramount.

2. Authority (Follow the Authority)

If a doctor says eating something will kill you, your not gonna eat it. As humans we usually depend on an authority figure to guide us in making decisions. With specialist knowledge, experience and expertise, they save us time and energy thinking things through. Marketers play on this with commercials saying things like “9 out of 10 doctors approve” etc

The Classic Experiment: The Shockbox Experiments (1961). A majority (61-66%) of people recruited to participate in memory tests gave each other increasingly severe electric shocks up to and including a “fatal” 450V dose as part of the test, if asked to do so by an authority figure – a distinguished looking experimental scientist (participants receiving the shock were stooges, there was no real shock).

To Influence decisions: referral Programs, user forums, affiliate programs etc

3. Scarcity (Scarce stuff is Good Stuff)

A function of supply and demand, greater value is assigned to the resources that are, or perceived to be, less available (diamonds, oil, classic luxury cars, new pair of Air Yeezy’s). Driven by the fear of loss our minds are hardwired to value scarce resources; we instinctively assign more value to opportunities as they become less available – part out of fear of potential loss (this is known as psychological reactance).

The Classic Experiment: The Cookie Jar Experiments (1975). Participants were asked to rate chocolate chip cookies. Experimenters put 10 cookies in one jar and two of the same cookies in another jar. The cookies from the two-cookie jar received far higher ratings, even though the cookies were exactly the same. (Also of note; ‘Romeo and Juliet Effect’ research that shows teen lovers who are restricted/prevented from seeing each other value their relationship more; and the Plexiglass Experiments that proves toddlers prefer toys that are made unavailable to them (by a plexiglass barrier)).

To Influence Decisions: Deal feeds, group-buy, timers, limited-offers etc

4. Liking (Follow those you like)

Ever bought a shirt because you saw your favourite artist wearing it? white glove anyone?. We have a natural inclination to emulate and agree with people we like, admire or find attractive, partly because it builds social bonds and trust (saying yes is a form of social grooming – the human equivalent to animals picking fleas from each other). There’s an old saying in business, people do business with people they like. And, nothing is truer than that statement in social media.

The Classic Experiment: Nixon/Kennedy Debate (1960). Radio listeners and television viewers were asked to rate the performance of two presidential candidates in a live broadcast debate. Radio listeners rated Nixon’s performance higher, but television viewers did the opposite – overwhelmingly handing the debate to Kennedy. The difference? Kennedy came across visually more likeable, more attractive and fresh-faced. Nixon, on the other hand was looking haggard (just coming from a hospital visit), unshaven and sweaty. (Also of note; research showing physical attractiveness (closely linked to liking) influences things as wide ranging as our salary and our likelihood to be found guilty in court (less attractive people twice as likely to be found guilty)).

To Influence Decisions: Reviews, Referral programs, ask-your-network, user forums, news feeds

5. Consistency (Be Consistent)

When faced with uncertainty, consumers tend not to take risks. Rather, they prefer to stay consistent with beliefs or past behavior. When these do not line up in the decision making cycle, consumers tend to feel cognitive dissonance or true psychological discomfort.

The Classic Experiment: The Big Billboard (1966). Experimenters, posing as members of the “Community Committee for Traffic Safety”, knocked on the doors of residents in an affluent residential area in Palo Alto, California, asking if they could put up a huge “Drive Carefully” billboard on their front lawn, completely obscuring their view. Not surprisingly, the vast majority (83%) refused outright, except for one group of residents, 76% of whom agreed. What this group had in common was that two weeks prior, they had been contacted and asked if they’d put a small “Be a Safe Driver” car sticker on their cars – virtually all had agreed. Once the residents had made a public commitment to a small request, they felt the need to be consistent with the large request, and accepted the big billboard.

To Influence Decisions: social gaming/gamification

6. Reciprocity (Repay Favors)

Perhaps the greatest asset in social capital is that of benevolence. It’s easy to get caught up in a cycle of paying it backward, where we expect to be paid or rewarded for our goods, services, or actions.  As human beings, we have an innate desire to repay favors to maintain a balance of social fairness whether or not those favors were invited.Now you know why you feel bad when you receive a fancy gift from someone on Christmas when you didn’t buy them anything.

The Classic Experiment: The Coke & The Raffle Ticket (1971). Experimenters posing as art students joined group museum art tours and found they could sell significantly more student raffle tickets at the end of the tour to other members of the tour, if during the tour they did (unsolicited) favours to tour members – such as buying them a Coke. Tour members felt the need to reciprocate the favour, even though they had not asked for the Coke in the first place.

To Influence Decisions: Deal feeds, group-buy, referral programs

How Multi-Media Helps With Your Social Media Presence

By Kishmar Shepherd

Social media sites and apps are highly image based, therefore it’s only natural that multimedia should play a big part in your Brand’s social media presence.

High quality Photos and Videos could be the difference between thousands of engaged followers and a dead social media account.

But it is not that simple, you have to use multimedia correctly to ensure you provide purposeful content for your fans. Here are a few tips on how you should use multimedia to boost your brand on Social Media.

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Keep your pages fresh and interesting.

People like activity on their social media pages, if you have a multimedia team constantly putting out new content your fans will keep coming back looking for more. Be sure that your content is interesting and of a high quality though, otherwise fans will quickly overlook your pages.

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Localize the content

Fans also like to see images they can relate to, so forget the stock photos and reposting content from Google. Get out there and create your own local content that your fans can appreciate. Take photos of your store or office, events you attend and places you visit. Your audience will be able to identify with these things and with your brand.

 

Showcase products

People follow you on social media because they are somewhat interested in your products or services, show them more of this. Post photos of your products your equipment and the people in your business. Upload short videos showcasing what you offer your fans will love it, and it may even boost your sales. After all some people don’t know what they want until they see it

 

Transmit messages

You can use your multimedia to get a message out to your fans in a unique and creative way. Use graphic designs to promote sales or even a short video. Use photos to show fans items that are on sale, or upcoming promotions. You can also make short “How To” videos, publicly thank a special fan or comment on any topic which is popular through interactive and creative multimedia.

 

Tell stories

This is mostly done through video but you can also use photos to tell stories. Social media is about being more human and letting your customers see your brand as more than just a business, you can really connect with them through stories. Show the behind the scenes of the business process or of a particular project. Give advice, or make a short video telling the brand story or even share personal stories of employees. This will get your fans more involved in what you do and why you do it.

 

Social media is all about connecting with people and through good multimedia you can keep your Brand in the forefront of your fan’s minds.

 

How multimedia supports social media: Lessons from LIAT

By Kishmar Shepherd – My Life On Screen

When our Social Media expert Glenford Scott asked me to write a blog post on how multimedia supports social media I got excited. I knew exactly what I wanted to talk about. I wanted to share with you that high quality images are not only more attractive but they make your brand more credible. I wanted to tell you guys about how video can help your brand appear more social by telling your unique story; but this week something happened that made this blog post change direction. These events emphasize the topic of multimedia supporting Social media and the consequences of not putting enough thought into one or the other.

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The story

A very funny complaint letter was posted online painting regional airline LIAT in a bad light. This light was further intensified after Virgin Airlines’ Sir Richard Branson tweeted the letter to his over 3 million followers. Well someone at LIAT must have been one of those 3 million plus followers because they fired back. Last week LIAT responded to the tweet from Sir Richard Branson by offering him a challenge. It was a brilliant, engaging strategy, which made good use of social media to spark a conversation about their brand.

If only they executed it properly.

The Problem

LIAT’s chosen medium of response was through a 1 minute 26 seconds video posted on Youtube; not by tweeting because their challenge could not fit the 140 character restrictions of a tweet.

However, their multimedia department produced a rather lacklustre, low quality video, uploaded in 240p with little background music and a stiff presentation. This put forward a poor brand image to those who watched the video. This one simple slip caused LIAT’s entire plot to back fire.

The conversation about the video did not surround the challenge, or LIAT’s bold move or even Sir Richard Branson (who could make headlines anywhere in the world). No, none of that mattered; what people chose to talk about instead was the poor quality of the video. On and on the comments went about the poor picture quality of the video, the presenter’s image and as a videographer I had to agree with them; the video was bad (and not in a good way). What should have been a proud moment for LIAT turned out to be a pitfall.

View the original letter of complaint below along with the horrible video response.

Dear LIAT,
May I say how considerate it is of you to enable your passengers such an in-depth and thorough tour of the Caribbean.

Most other airlines I have travelled on would simply wish to take me from point A to B in rather a hurry. I was intrigued that we were allowed to stop at not a lowly one or two but a magnificent six airports yesterday. And who wants to fly on the same airplane the entire time? We got to change and refuel every step of the way!

I particularly enjoyed sampling the security scanners at each and every airport. I find it preposterous that people imagine them all to be the same. And as for being patted down by a variety of islanders, well, I feel as if I’ve been hugged by most of the Caribbean already.

I also found it unique that this was all done on “island time,” because I do like to have time to absorb the atmosphere of the various departure lounges. As for our arrival, well, who wants to have to take a ferry at the end of all that flying anyway? I’m glad the boat was long gone by the time we arrived into Tortola last night — and that all those noisy bars and restaurants were closed.

So thank you, LIAT. I now truly understand why you are “The Caribbean Airline.”

P.S. Keep the bag. I never liked it anyway.

Our Advice

This should serve as a reminder to all brands to take special care with their Brand Image when using social media. A poor quality video or photo can negatively affect the Brand Image of a company. Low quality multimedia lowers the credibility of the messages you are putting out to the public. Image is everything, especially when using social media. The thing about social media is that people are allowed to share their opinions about your brand freely across the internet; this is good if you present your brand to them well. However, if you constantly put out low quality photos or videos you will lower your brand stature in the public’s eye. This could result in negative publicity and in the case of LIAT, hilarious hashtags like: #LuggageInAnotherTerminal, #LeavingIslandAnyTime, and #LousyInAllThings.

I don’t want it to seem like I am bashing LIAT but I was really disappointed that they would put themselves in such a situation when there are lots of Multimedia companies in the Caribbean that could have produced a better video for them (It’s Pixel Perfect being one of these companies).

Thankfully LIAT has removed the videos from the internet and hopefully getting them redone.

When brands present themselves to the public they must ensure they are looking their best in order to win public opinion, establish credibility and attract people to subscribe to their social pages.

Here are a few tips to make sure your Brands is looking its best and uploading only High Quality,
High Definition content.

For Videos: Capture and upload videos in 720 HD formats or higher.

For Photos: Use professional or semi-professional DSLR cameras to capture images.

For Photos: Edit and brand photos after taking them.

For Photos: Make sure the “High Definition” box is checked when uploading albums to Facebook.”

We hope other companies see this as a lesson in how bad multimedia can ruin your brand image on social media as well as ruin your brand image on a whole.

What are the business benefits of social media?

By Renee Gauntlett

Social media is the online interface for social interaction. What was once believed to be only social, has now become one of the quickest and easiest ways for a businesses to expand. The most popular social media sites include Facebook, Twitter, Instagram, Vimeo, Google Plus, Youtube, Linkedin, WordPress, and the latest craze Vine.

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In case you were if-ing and but-ing about using social media to market your company, here’s a few benefits which would be good to know. But first, let me give you some stats:

Social networks account for 20% of online activity.

89% of small and medium-sized businesses report increased exposure.

78% of small businesses get at least one quarter of their new customers through social media.

Almost half of online consumers expect companies to provide customer service on Facebook, but only 23% do.

Now let’s get to the benefits.

Cost-effective
Using social media to market and advertise your brand eliminates the cost of material production (paper and ink). Ads on networks such as Facebook are also less expensive than ad placements in traditional media. Your reach is also now more extensive.

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Customer Service
Customer service, apart from the product itself, is what keeps a customer coming back. If your customers are using social media, then so should you. As you can see from the stat given above, almost half of consumers EXPECT customer service online. Social media gives users the opportunity for personal two-way communication which helps to establish and maintain a RELATIONSHIP between you and your consumer.

Generate New Leads (New Customers)
Even though there are so many different social networking sites, most of them are connected by way of that SHARE button that you may see from time to time under an article, photo or video. When people LIKE or SHARE a post, it is then passed on and seen by other persons within their network. This way your brand name gets spread around without you having to lift a finger.

Social media allows for the spread of your content which usually turns out in additional customers or fans…which is always a plus (obviously). Many social media marketers also report that having a big presence on social media helps to drive additional traffic to their websites.

Understanding of your audiences
Social media allows you to see what your audience likes, don’t like and what they are talking about. This can help you to curb your product/service to suit your target’s needs and wants. Here, marketing is made easier.

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Knowing Your Brand’s Rank Among Competitors
Social media sites give consumers the option to LIKE or FOLLOW a brand’s page. If they like what they see, they will click LIKE or FOLLOW. All these are represented by a total number. Most social media sites also allow you to track page interactions, such as shares, comments and hashtags (for Facebook, Twitter, Instagram and Vine) and compare it to previous months or even to your competitor. Knowing the rank of your competitor on social media can help you to improve your own rank and know the changes that have to be made.

Targeted Advertising
The way the Internet works nowadays is that everything you search for is recorded and then similar ads are then strategically placed in your view as a ‘suggestion’. Social media site act in the same way. This way you can cut down in wasted ad space and get your message seen by those who need or want to see it.

Apart from these simple benefits, you may find that more consumers will interact with you. When they interact with you, they will remember you. When they remember you, they will remain with you. Simple logic, don’t you agree?