Posts Tagged ‘buzz’

The social media annual 2012

Tuesday, December 18th, 2012

It has been another incredible year in the world of online networking and shared content. With this in mind we thought it best to compile some intriguing stats, facts, and videos, all of which suggest this revolution has far from peaked.

The most Tweeted about event of the year was….

London 2012, with over 150million 140 character messages sent as a result, peaking at 116,000 per minute during the Closing Ceremony. When Usain Bolt won the 200m sprint 80,000 tweets went out per minute.

The most shared social video advert of the year was…

Invisible Children: Kony 2012, with over 10million global shares, more than double the biggest hit of 2011. It also tops the viral chart for this year, at 213,108,436 views.

 

The most popular UK destinations for Facebook check-ins this year were…

Alton Towers, followed by Thorpe Park, The Trafford Centre, Hyde Park, and Leicester Square. Covent Garden, The 02, Buckingham Palace, Westfield Stratford City, and the Olympic Village complete the Top 10.

The most online and socially active country in the world this year was…

Britain, with 52% of the population now signed up to at least one network, and only 15% of the population without access to the Internet. Second in the running was the U.S., followed by Russia, Czech Republic, and Spain.

The most talked about trends on Facebook this year were…

London 2012, followed by; Fifty Shades of Grey, Rylan Clark, Whitney Houston’s death, Queen Elizabeth II’s Diamond Jubilee, One Direction, The Avengers, Goodbye Blue, You Only Live Once (YOLO), and Usain Bolt.

Google’s biggest trending search, people, and performing artist for 2012 was…

Whitney Houston, after she died unexpectedly in February. Kate Middleton was the nearest rival following those topless photos, however images of Hurricane Sandy’s devastation were the most in-demand pictures of the year. Take a closer look here:

The most popular and influential person in global social media this year was…

Justin Bieber, as per Starcount data from eleven of the world’s most popular networks. As a result, the 18-year-old Canadian singer also tops the all-time league table, ousting Lady Gaga from pole position two years after she took the crown.

Your year, according to Facebook, looks like this…

https://www.facebook.com/yearinreview

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The power of a tweet

Thursday, September 27th, 2012

To the untrained eye Amanda Holden, Katherine Jenkins, and Daniel Thomas share very little in common. Closer inspection tells another story though, one held together by use, exploitation and misjudgement of social media’s might.

To begin on a positive note, Smoking Gun PR staff have been working hard on the Kumho Tyres Cash for Causes campaign of late. £100,000 is up for grabs, with a public voting system deciding on which organisations will get a share in the spoils. Clearly online networking is playing a huge part in the distribution of wealth then, but it’s amazing just how significant a status update can be.

Cue British TV stalwart Amanda Holden, who summoned the force of her 1,218,404 Twitter followers to take the Bude Sea Pool in Cornwall to the top of the competition leaderboard. That’s not bad, considering the relative obscurity of said open air public swimming facility in the eyes of most Britons, and the nationwide scope of the campaign, evidencing the power of a strong influencer.

Of course the Katherine Jenkins mystery is a very different story, but one no less indicative of the way in which social media, in this instance Twitter, can be used to refocus the spotlight. The 32 year old opera singer took to the platform repeatedly in the hope of ‘clearing her name’ following rumours she and David Beckham had a little too much knowledge of one another. The weird thing being, nobody heard about the scandal before the accused adulteress decided to contest it.

From where I’m sitting there’s a small sceptic somewhere close by who, above the din of the gossip mill, can just be heard screaming something about an attention seeking PR push. Of course we’ll never know what the real catalyst for this bizarre denial was, but there’s no doubt more of the public will have heard her name now than had at the beginning of summer.

In contrast few could accuse Welsh footballer Daniel Thomas of being anything other than honest when he came unstuck following his own 140 character quips. As we reported on our blog recently, his comments regarding Olympic aquatic types Tom Daley and Pete Waterfield were branded as homophobic, and nearly landed the Premier League man in court, if not for the QC deciding the jibe wasn’t grossly offensive, just stupid, and really only meant for friends and family.

The case has led the Director of Public Prosecutions to set about drafting guidelines for acceptable use of online networks, a result of perpetual examples that could also have been used in this article. So we’ll all soon know what can and can’t be said, though it’s unlikely to affect the number of scandals. What’s important, though, is that despite ongoing speculation such technologies have peaked, social media remains a tool of enormous power that can be used for significant gains, just so long as you’re aware of all the potential consequences.

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Heineken- shaken, not stirred

Thursday, September 27th, 2012

As big fans of 007 we’re excited about the new Bond movie, Skyfall, which arrives here in October. Saturated in bloody violence, it’s also dripping in brands, potentially taking product placement to an all time high.

Needless to say, the deadly gentleman in question has always been synonymous with high end items. Even the original Ian Flemming books boasted references to a luxury company or two, meaning it’s no surprise 2012’s installment sports logos and emblems aplenty. But how far is too far when it comes to selling in (and out)?

Some £28million has been generated as a result of paid for references in Skyfall. This time round Aston Martin is back in the scene(s) as one of the biggest sponsors- with the quintessentially British car manufacturer splashed all over that 61-second trailer released earlier this month. Fair enough; there’s no denying James Bond has always had a penchant for England’s finest vehicles.

The inclusion of Heineken, on the other hand, arguably stands out more than an awkward 30-second close up of Pierce Brosnan checking his Omega. After all, lager is hardly the most commonly drunk beverage amongst the rich and (usually) incredulous. Not that we don’t enjoy an ice cold serving of Holland’s biggest-selling beer. Nor do we have a problem with the brand’s use of social media.

A recent video campaign circulating online morphs from a Skyfall tie-in ad for the Dutch company, into a Facebook game which puts the user at the heart of the action (licensed to kill no less). Impressive stuff, there’s no denying real innovation and serious investment has gone into the concept, both of which are likely to pay off, irrespective of the film’s reception.

As for the placements on celluloid, as with PR it’s clear having your company thrust in front of millions without resorting to traditional advertising can be worth its weight in gold. According to some statistics, 75% of commercials are ‘skipped’ by consumers, either by turning the page, leaving the room, or simply focusing their attention elsewhere. In short, guaranteeing eyes on the screen, whilst a brand is too, can’t be bad for business.

Since the ban on British broadcasters using product placement within domestic productions was lifted last year this practice has been slowly growing in the UK. (See: C4’s Sunday Brunch Kenwood tie-in, UKTV’s first ever partnership, and XBox Kinect’s Sky deal). As such it’s certainly something we’re becoming more used to seeing, and can work well for the firms involved. The same isn’t always true of our enjoyment of the storyline though, so here’s hoping they’ve still saved at least a few minutes for the real action.

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How to sell and influence people

Thursday, September 27th, 2012

Apple topped the 2012 UK Coolbrands list recently. Something of a cliche, it’s hard not to wonder exactly how the analysts came to this conclusion. Again.

The fact members of the Smoking Gun PR team have been unable to get through to their mobile provider this week, thanks to the iPhone 5 launch, is testament to how much Mac products are still loved. But if something is owned by everyone, or at least one of their neighbours, can it still be seen in such reverence?

The company Steve Jobs founded provides a great case study, irrespective of any list. Back in 1984 the firm commissioned none other than Prometheus director Ridley Scott to create an advert doubling up as a public manifesto. “1984 will not be 1984”- the message referencing George Orwell’s book, and how Apple would not be like other corporations, apparently standing for free thinking individuals.

A couple of close calls with bankruptcy later and this image was well maintained through the late-1990s. The launch of the inimitable iMac, available in different colours, at a time when desktops had all the sex appeal of Bill Gates in drag, proved this point- with the aid of a (British) designer, functional technology and style had been combined to create something truly appealing, and effective.

There’s no denying that by cornering the cool-professional market Apple created a legacy of prestige that would soon attract interest from the mainstream. Skip forward a decade or so and in August it was confirmed the company had become the world’s most valuable, and most valuable of all time. But what is the effect of this on the image?

A flattering story for ‘cool brands’, published last year in The Independent, generated a micro-furore. The public cited everything from Chinese slave labour to ‘sheep like fans’ in diatribes against the planet’s favourite technology firm, suggesting all things white are no longer seen as wonderful. But people still want what the firm makes, despite the criticism of its cult-like following,  poor environmental record and scandalous production trail.

So the answer to the quandary- what makes the Coolbrand list cool?- might not be found in what’s sold, but in what’s told. A quick glance down the rest of the leaderboard in question sees a host of other names that come with immediately identifiable images. Bang & Olufsen, Mercedes-Benz, and Aston Martin all made the grade, and share one thing in common (if not more) with Apple.

By creating a unique identity, and ignoring standard approaches to stand out from their competitors, these companies have built brands that transcend fashion and fad. In this instance they tell stories that compel consumers to buy, or at least have aspirations along those lines. More universally, in business terms, none will be confused for others in their industries. Unarguably shrewd, from a marketing perspective this goes at least some way to proving any cool credentials.

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September 2012 in the Smoking Gun Study

Thursday, September 27th, 2012

Despite the rain and cold we’ve been breaking sweat here on Quay Street this month, with a host of new clients and high profile campaigns taking up our time. Needless to say, we wouldn’t have it any other way.

It’s our great pleasure to introduce a new member of the Smoking Gun fold, Gorilla Glue. This family run American firm is looking for major expansion in the UK, and as such has called upon our team to help with media relations, and social media marketing responsibilities, developing the brand on this side of the Atlantic.

We’re also currently looking after press duties for Victoria Plumb, the UK’s largest independent bathroom retailer ahead of the company’s inaugural TV advertisement campaign. A manufacturer of high quality, luxury products, there’s no denying the fixtures and fittings will look suitably opulent on screen, so we’re delighted to be involved, and can’t wait for the finished footage to be broadcast.

Elsewhere, one of our key sportswear clients, Mountain Hardwear, also had a major first recently. The firm opened a UK retail space in September, taking up residency inside Glasgow’s West End Retail Park; impressive news, not least given Britain’s continuing high street woes, and a sure fire mark of the growing demand for the acclaimed outdoor clothing.

Dairy lovers may have been aware of the recent Butler’s Cheese Craft A Cheese campaign, which came to an end in the last few weeks. With over 642,000 page impressions on the microsite, 3,000 competition entries, and almost 300 pieces of individual media coverage, we’ve been more than kept busy by what must be the country’s first ever crowd sourced cheese.

The winner,  Far Pavilion, was unveiled at Cardiff Castle for British Cheese week, and offers a sumptuous combination of cow’s milk, coriander, and cumin, falling somewhere between Lancashire and more exotic locales. It’s certainly equal to the sum of its parts, as we can concur, and has just about kept the office fueled during what has been another big month in the news, at least so far as our client roster goes. Eyes down for another busy few weeks then, it will take more than the perpetually plummeting temperature to dampen our in-house spirits.

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Simply unmissable 9

Thursday, September 27th, 2012

Statistic of the month

40% of accounts and 8% of messages on social networks are spam

Cult clips
Heineken might seem like an unlikely brand to be affiliated with Bond, but nevertheless the following beer advert certainly caught our attention.

In many ways we should all feel a little sorry for Nick Clegg. Playing second fiddle to David Cameron can’t be easy, nor can videos like this, viewed by over 1million.

This clip, currently high in the British viral chart, sees a seagull steal a camera, film a flyover of San Francisco bay, and return it. Seriously.

From the depths of social media days gone by, MySpace is set to return to the marketplace with a sleek Pinterest style design. We thought it was a joke at first.

Infographic of the month

Ever wondered how much statistical evidence there is to support the use of infographics? So did we and, evidently, Bitrebels.com and Nowsourcing.com, who put together this handy visual explanation.

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PM Cameron to open Twitter account- what should his name be?

Tuesday, September 25th, 2012

Social media- it’s loved and loathed in equal measures. Time consuming, and a constant distraction, not just for public relations agencies in Manchester like ourselves, despite these problems there’s no denying such online platforms provide a great soap box with which to have your opinions heard.

According to one of our trusted sources today (take a look at the story on The Drum here), we’re all set to be reminded of just how much we can have our say when none other than our nation’s leader David Cameron opens up his own Twitter account. Currently represented by his office (@Number10gov), jumping into full blown public tweeting from a personalised profile is a bold move, and will surprise anyone who remembers an interview back in 2009 wherein he complained about the network, stating he didn’t want to join individually for fear “too many twits might make a tw*t“.

Stateside Barack Obama already has a long established handle on the social network in question (@BarackObama), with well over 20million followers monitoring whatever thoughts and news are published in this way. Whether or not the Tory leader will see such a healthy fan base develop is unclear, but it’s more than probable he will attract a fair amount of attention once the account goes live before the Conservative Party Conference in Birmingham on October 10th.

At the moment we can confirm neither @davidcameron (who is apparently “NOT the prime minister. I am a dude from America, who is more awesome than the prime minister“), nor @DavidCameronLeader will be occupied by the British No.1, though no details have been released as to what his online name will be. We can certainly think of a few, and not just @PMfortheprivileged. If you’ve got any suggestions please let us know, regardless of the potential profanities therein.

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T Time: No Bread and Discuses

Monday, September 24th, 2012

From working as an editor in the UK, to taking charge of a Hong Kong magazine, industry journalist Tony Murray has formed innumerable opinions. Interested to hear a few we invited him to share his thoughts via a regular guest blog. Use the comments form below if you have any feedback or written bile to spit as a result, and please remember; if you don’t like it, he doesn’t work for us…

When the great Roman Empire, the template for all future consumer societies, faced terminal decline, it had two distinct offerings designed to ward off widespread chaos. Bread. And circuses.

With a distinct lack of bread available, unless you work for a bank or can reliably kick a ball between two sticks most Saturdays, the emphasis in the Britain of 2012 has clearly been on circuses. Fortunately, we’ve been blessed with two huge pleb-enthralling spectacles in recent months – the Diamond Jubilee and the Olympics.

Thanks to Cliff Richard being specially de-frosted to sing before the Monarch and the Thames briefly – and for the first time since the last Elizabethan age – being home to more boats than old cans of Fosters and used prophylactics, the summer started well. With the Old Spices precariously balanced on taxis and the UK gaining more gold in two-weeks than even a mid-level stockbroker, it ended quite impressively too.

What now though? With a summer of sport and sycophancy behind us, how is the populace to be distracted from nurse-less hospitals and teacher-less schools for the remainder of the year? Fortunately, the third-in-line to the throne selflessly came to the rescue.

It is believed that the decision to waggle the young royal’s personal crown jewels right across the internet came directly from Number 10. It proved so popular that Downing Street instantly decreed that Princess Kate should get her baps out on the internet and in Closer magazine (other Gallic opportunistic porn mags are available). This saved a lot of time. Diana, her predecessor as Princess of Hearts, should have followed the same policy, rather than seemingly setting out to expose her royal chestiness to every blue-veined male on an individual basis. Probably alphabetically.

Flushed with the success of these twin royal raunchy reveals, it is believed that the Con-Doms have a number of treats in store to while away the chillier months.

In October, government scientists will announce a breakthrough in cloning technology. This will see them able to replicate multiple Take Thats at will. Fortunately, due to government cut backs in science funding, these cloned musicians – branded Fake That by a wag at The Sun – are only three inches high. To keep things in scale, Jason Orange is only two inches tall. By November, Government plans will see a Fake That playing in every municipal park, entertaining everyone with 20/20 vision or a big magnifying glass.

In December, an assembled group of Fake Thats secure the coveted Xmas No 1 with a novelty cover version of It Only Takes a Minute Girl. The novelty being, of course, that “Minute” is pronounced “My-Newt”. Celebrations are spoilt by the news that the Robbie Williams of the Fake That based in Egerton Park has left the group. Sadly, his ambitions to launch a solo career are frustrated when he is eaten by a big dog.

Find all this a trifle incredible? Unlikely even? Nick Clegg is currently trying to convince his party that he didn’t mean to make them history when he signed up for his lovely, embossed “Deputy Prime Minister” business card and, come January, it’s bankers bonus season again. Now that really is fucking unbelievable.

Tony Murray is Managing Editor of Gafencu Men in Hong Kong. He was previously editor of Adline and group managing editor of the Carnyx Group, publishers of The Drum and former publishers of The Marketeer. You can contact him at tonymurray37ATgmailDOTcom

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Required reading: Tim Berners Lee on The Drum

Tuesday, September 18th, 2012

Today saw one of our favourite media, public relations and marketing digests publish the second part of an intriguing interview with a guy who has changed the way we live beyond all recognition. As such we thought it best to draw some attention to the dialogue in question.

Sir Tim Berners Lee invented the World Wide Web, and in his conversation with The Drum shares a few thoughts on the modern industries of technology and communication. Needless to say, no publication in the world would have him round for tea without asking for his digital predictions, though there are plenty of other interesting aspects to the online article soothsaying aside, namely his ideas on the role of newspapers in the 21st Century.

And that’s not just because they match our own, with dailies and weeklies still having a huge part to play in the current affairs landscape, retaining plenty of cultural currency. It might not feel like it, given the decline in print sales, but as we have mused on time and again, the overwhelming amount of information now posted online every minute of every day seems to be teetering on the bring of saturation point, leaving many consumers with something of a quandary- who, exactly, should they trust?

The obvious answer, according to Berners Lee, lies with the professionals. “[W]henever someone comes to me, worried about a mass of junk on the web, my answer is ‘you need a newspaper’. You may not get it on paper, but you need its functions. You need editors, writers, researchers,” he explained to the interviewer. “People will get used to paying for newspapers on the web eventually.”

It’s certainly a logical standpoint, and it’s difficult to imagine a world without the big guns filing copy. Yet perpetual bad news regarding circulation figures poses another difficult question. Can the institutions charged with responsibilities relating to news delivery hold out long enough for the public to about turn on its demand for current affairs without cost, particularly in light of an overwhelmingly damaging 12 months for UK journalism’s biggest selling outlets?

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