Posts Tagged ‘Vine’


Using Pinterest, Instagram, and Vine for Visual Storytelling

Thursday, October 31st, 2013
Using Pinterest, Instagram, and Vine for Visual Storytelling BurrellesLuceby Alfred Cox*

No matter your brand’s industry, you can still leverage the marketing power of visual social media platforms like Instagram, Vine, and Pinterest. Visual storytelling is applicable to every kind of organization, and at the Digital PR Summit in October, three panelists shared their strategies to spot opportunities for visual storytelling, as well as create campaigns, tell your brand’s story, and be inspirational in order to drive views back to your brand page.

The three panelists were:

Amanda Junker, digital director at Shape Magazine

Allison Robins, director of global public relations for Zumba Fitness

Doug Simon, president and CEO of D S Simon Productions

For Junker, using these platforms is all about engaging with your fans and fostering community. She says that Pinterest is central to their digital strategy, which Shape uses to both tell the brand story and increase site traffic. In one promotion, for users to participate in a contest, they had to follow Shape on Pinterest and pin one promotional item to their personal boards. According to Junker, it was red hot, with 2.9 million social impressions, 3,900 entrants, and 11,000 new followers.

Robins of Zumba recommends promotional partnerships; one particularly successful partnership for Zumba was with Billboard, which Robins says was great to promote the fitness method as well as the stars participating. She also advocates for live-Tweeting events for maximum exposure. For brands working with a PR agency, Robins stresses that the agency must get your story out on all social media platforms; diversifying social media usage and maximizing audience contact is key to growing an substantial fan base.

Visual must come first, advises Simon, who stressed that visuals are more important to users than ever before. When it comes to video, he surveys web influencers to determine how they are using video, and advises PR pros learn how to create content and video for Instagram. He also converts broadcast video from media promotion tours into Instagram-compatible video, with the added benefit that the video is high quality. He also emphasizes that production value isn’t limited to visuals alone; the audio must also be excellent, and the overall production value must equal the brand.

How does your organization use visual and video social media to tell its story?

***

Bio: Alfred Cox is a rare commodity of a performer who combines a relentless drive to succeed with the ability to provide “first-person” touch to his clients, creating loyalty and repeat business. He has a hard-nosed work ethic in a results- driven environment and he is often called the “Network King.” Alfred has been in the PR industry for the past 18+ years and joined the BurrellesLuce team in 2011. Connect with him on Twitter: @shantikcox Facebook: BurrellesLuce LinkedIn: Alfred Cox

Hashtag #Six-Second Attention Spans: Adding Twitter’s Vine to Your PR Toolbox

Monday, October 28th, 2013

Adding Vine to your PR ToolboxWhile the Wall Street types are figuring out whether to invest in Twitter’s IPO or wait to buy in, journalists, PR professionals and marketers have been figuring out if and how to invest in Vine, Twitter’s emerging micro-video service. It’s just another example of adapting social media strategy to an ever-evolving landscape of tools.

With Twitter’s hotly-anticipated $1.4 billion early November #IPO trending in the investor community, the company’s micro-video sharing app Vine, which integrates into Twitter and Facebook feeds, is heating up with journalists and advertisers. The app, which takes six-second videos and bets on a short attention span, has taken off so quickly that NowThis News, a mobile news service, has hired a Vine video journalist.

By hiring its first Vine journalist, NowThis News, a year-old network with an 18- to 34-year-old niche market, is betting that video news in Vine’s six-second micro-video loop will be as successful as Twitter’s 140-character text format. Their Vine journalist, Cody Johns, now commands more than 1 million followers on his Vine account.

Vine, which was acquired by Twitter in October 2012, lets users shoot six-second videos and share them on Vine, Twitter and Facebook. It has been seeing success with a steady increase in users, climbing the free app charts with an August overall app rank of No. 18, according to Onavo, an app analytics company. Vine says that its community numbered 40 million active users in August.

NowThis News uses Vine to put out political news, with Vines of Sen. John McCain’s position on Russia’s involvement in the Syrian situation.  Vine Journalist Johns, speaking on CNN Reliable Sources, said that NowThis News is working to get more politicians to do six-second Vines. “Vine is geared toward a young audience between ages 13 and 26. [They] need to be exposed to politics and Vine is the perfect medium for them,” Johns said of their targeted demographic.

And since just 5 percent of people younger than 30 closely follow news on Washington and politics, political journalists trying to reach such a demographic might want to invest in creating Vines.

Other news outlets are also finding Vine a useful news gathering and delivery tool. Meaghan Anselm of KSDK-TV in St. Louis says her newsroom uses Vine to find story ideas by searching local hashtags. KSDK-TV is also using Vine in its own marketing by showcasing newsroom personalities and behind-the-scenes news-gathering processes in a bid to gain viewership. “People think it is just a light-hearted, fun thing, but you can get serious content from [Vine],” Anselm says.

In addition to news organizations, Dunkin Donuts, Target, Samsung and Burt’s Bees are just some of the corporate users of Vine for their marketing purposes.

For journalists, PR professionals and marketers with an existing Twitter and Facebook presence and who are looking to more successfully reach a younger demographic more responsive to a micro-video content strategy, integration of Vine into their present social media mix could maximize Twitter and Facebook followers.

Though Vine is an app for Android and iOS, it integrates nicely with Twitter and Facebook, allowing for a useful role on those platforms and for both mobile and desktop viewing.

For NowThis News, the Vine’s six-second video format has proven more successful than its Twitter distribution, capturing 107,300 Vine followers compared to 23,250 on Twitter. And with Vine’s integration into its Twitter feed, NowThis News can leverage its Vine followers to help extend its Twitter reach. It can also better leverage Vine journalist Johns’ 1 million Vine followers to boost the following of the news organization itself. The Vine format has also proven more successful than its Instagram video strategy, where the news service has 53,000 followers.

How is your social media strategy evolving with a constantly changing social media landscape? Has adaptability been your policy when it comes to your social media strategy? Are you seeing a disparity in followers between your social platforms? What are your examples of cross-leveraging social media platforms to fight those disparities?

Searching for What’s Next in Digital

Wednesday, April 10th, 2013
Flickr: Crystl

Flickr: Crystl

What will be the next big “game changer” for communicators?  And, how do we use it and interact with it correctly? These a few other questions were on the minds of the attendees to the first xPotomac conference on February 25.

Several presenters discussed Google and the newly announced Google Glass, and how the innovation will allow users to get their heads up. Keynote Vanessa Fox, CEO Nine by Blue, started the discussion with our habit of using Google, and how hard habits are to break. Geoff Livingston, author, marketer and xPotomac founder, along with Patrick Ashamalla, founder, A Brand New Way, said we are getting better at our Google habit. They noted one trick for Google Plus is to put your head-up to engage it. But, it will need to get smarter and begin to understand context to be truly useful. The more things are digitized, the less we are thinking. Display ads will be problematic, and the current model will need to change, especially as voice search expands.

There’s a flaw in our logic in asking Google the best way to drive traffic, because they say, “use Google.” What if Google is not the answer? Ken Yarmosh, CEO, Savvy Apps, says this came out of asking about using Bloggr vs  other sites, and agrees attention + influence is what’s next . He believes the looking at other traffic over the speed of indexing is more important.

Dino Dogan, founder, Triberr, believes the next big problem is the getting distribution power away from the big media outlets like the Huffington Post. There is a movement to take back the conversation. What’s next?  Dogan says it is attention + influence. He says the ground swell of peer to peer influence is taking hold.  He says the noise is not coming from us; it’s coming from the big media companies.

Moving into the visual revolution, Jenifer Consalvo, co-founder and COO, TechCocktail, discussed the use of the new Twitter video service, Vine, and how many companies are actually showing some restraint and waiting for a strategy before using it.  She encouraged us to look at the many how-to videos available and think of new ways to use the service. But, she reminded us to have a consistent message across all platforms. Visuals, in general, gain more engagement. Imagery is one of the biggest drivers of numbers for many platforms.

What do you think is the next big think in digital? Are you using any new technologies you can share with the BurrellesLuce Fresh Ideas readers?