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Archive for February, 2014|Monthly archive page

How to…Olympics.

In Olympics on February 8, 2014 at 4:23 pm

Every four years something magical happens. Countries come together, send their best athletes to one wintery-wonderful location and everyone talks about it on Twitter with all of the scores, photos and important stuff circulating widely far before they actually air 7 hours later on NBC.

It’s an amazing chance for brands to join an international conversation on a much bigger scale than even the Super Bowl provided (for more on digital marketing and the most recent Super Bowl click here!).  Albeit, that chance comes with some strict guidelines.

The International Olympic Committee has put together their annual list of guidelines: http://bit.ly/1bzi7jK

I’m no expert, but they seem stricter than usual. Obviously, there is the careful use of Olympic I.P. such as logos and those mascots, we’ve all seen floating around. In order for brands to maximize their voice, support their teams and athletes and have a pleasurable digital trek into SochiBound social media here’s some important things to remember:

1. Do not use the Olympic rings, logos or other intellectual property: While many NHL teams, and organizations are supporting athletes heading to the winter games, creative needs to adhere to these guidelines. If in doubt, don’t use. Your brand doesn’t need to explicitly say “Sochi 2014” for people to understand what you are talking about. Check out this awesome medal tie in that Sperry Top-Sider posted. It’s totally clean of infringement, yet emotionally appeals to everyone’s excitement:

Sperry Top Sider incorporates medaling in their own brand voice, with their own images in a way that still appeals to emotions.

Sperry Top Sider incorporates medaling in their own brand voice, with their own images in a way that still appeals to emotions.

2. “First Person narrative”: The IOC Social Media and Blogging guidelines clearly state: “postings, blogs or tweets must be in a first-person, diary-type format.” Meaning Brands cannot/should not recycle the first-person photos taken by company employees or journalists over in Sochi. It seems designed in such a way that communications should come in a natural- as you experience them way. If you are in Sochi, snapping a photo of your experience and making it clear that the POV is yours or someone’s and not used for commercial gain of a company. **Also note that the guidelines request that people in the background of photos give permission for photos to be posted online, so generally just be aware of the surroundings and background of your selfie.

WSJ presented an awesome alternative to coverage on their Instagram yesterday:

on @WSJ Instagram page, The Wall Street journal demonstrates creative, non infringing coverage.

on @WSJ Instagram page, The Wall Street journal demonstrates creative, non infringing coverage.

Complete with that oh-so-fitting touch of Peter Ilyich Tchaikovsky, they win for most creative opening ceremonies coverage.

3. Be true to your brand:  Maybe because this is just a pet peeve of mine, but I think it’s possible for brands to try too hard. We saw it at the Super Bowl with J.C.P’s mitten texting. Although other brands brilliantly responded forcing relevancy. The JCP incident can go either way, on one hand (hah get it because there were gloves), they generated a ton of free publicity on a day when brands spend millions for eyeballs. On the other hand, it was in authentic and warped my perception of the brand. The lesson in this for the Olys is of course, get your brand in the conversation. It’s crazy to be that one brand during the opening ceremonies oblivious to the rest of twitter. BUT make sure it is a solid fit. Make sure you tie it into your overall strategy and stay consistent with your messaging and goals as an organization.

P.s.

WHEN IN DOUBT: Just use “Winter Games”

For more info, check out the Social Times reminders and guidelines: http://bit.ly/LI3NP2

 

** Opinions of this post and content are my own and not reflective of the NHL, Florida Panthers, SSE or anyone else.

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Big Players coming and going in #SocialTV

In social tv on February 2, 2014 at 9:15 pm

While in the Digital Sports space, I’m an active participator working on digital and social for the NHL Florida Panthers, in the Social TV space, I’m a fan and observer. I enjoy the social TV world in my off time, and am admittedly a second-screen first kinda gal.

So I was fan-girl interested in the big plays went down this week in the realm of Social TV as GetGlue announced it’s end and TV Tag took over. The transition, originally announced in November, still felt like a shock as the old branding complete with physical “stickers” came to an end. The replacement “TV Tag” auto-updated on phones to a simplistic red background with a white box screen. The functionality feels very similar, checking into TV Shows (with incentives to check-in live) and  allowing for conversation within the application.

My favorite parts about GetGlue were the connection to the physical-the chance to earn real stickers and the ability to easily social share what I was watching. The change over removes the first half entirely and I haven’t been able to successful share a status on Facebook yet. The auto generated Tweet from the app is useful. I like the way that it hashtags what you are watching and quantifies the number of people also “checked in.” However, TV Tag has the same problem that I experienced with Get Glue. A social network is only as powerful as it’s users, and it is a shell of a network in that way. I’ve never had an actual conversation within the app. My conversations were always drawn externally from carrying around my physical sticker (REAL LIFE CONVERSATIONS! GASP) or from the auto generated statuses which took the conversation to Twitter or Facebook.

A new application is in the process of Beta-testing though that does just the opposite. Platypus TV aims to keep your conversation within their sidebar window and allow you to watch and second screen TV show on your time. Binge Netflix watchers and anyone who watches TV not live (so everyone) this is for you.

Developed my fellow NewhouseSU alums and friends of mine, Nomi Foster and Sarah Roche, along with Connor Vanderpool of the Rochester Institute of Technology, PlatypusTV (www.platypustv.com) is currently in the testing phase. I had the amazing opportunity to check out the project, which has been incubating and developing in the Syracuse Sandbox.

To my understanding, the app’s main purpose is to allow for digital conversations to occur timeshifted around content. Platypus does not provide the content but promotes a manual sync where you the user can get comments and updates correlated perfectly with TV content no matter when you watching.

To put it more clearly: Let’s say I watch Psych (the most important of TV shows) Saturday morning at 11 a.m. and provide my twitter-like comments throughout the episode within the Platypus interface. Then you (hey, there!) watch it three weeks from now and do the same. If connected to my community, you can see my comments and converse with me at the same point in the episode. So when you hear about pluto, and think that’s messed up, you can see what myself, or anyone else in your network had to say. It’s live-tweeting on your time.

After trying it out, I’m so excited to see more of what they have in store and especially after making the jump to South Florida and having friends and family not exactly close, it will be awesome to be able to share the same TV content and conversation we once did despite our schedules.