Social Media

dreamstime_xs_50255076Super Bowl ads are highly anticipated and costly. It is estimated that just buying the time slot for a 30-second spot for Super Bowl 50 would have set you back around $5 million U.S. And then there are production costs, which are estimated to be up to $10 million U.S., depending on the commercial.

The halftime show is another big element. This year, Coldplay was listed as the headliner, and then Beyoncé and Bruno Mars were added to the playlist – all high-profile entertainers with huge followings.

The reactions on social media to the ads and the halftime show are a perfect example of how the world communicates and how reactions have changed. Some people absolutely loved a specific commercial and others really hated it. They shared their opinions all over social media, which were then picked up, retweeted or shared by others – including traditional media.

Some loved the halftime show; others slammed the performance and Beyoncé specifically – saying it was an attack on police officers. And that was also shared and retweeted – creating a pretty heated discussion about what she was trying to communicate.

Anyone with an opinion – whether you think that opinion is right or wrong – can speak out on social media. And, while Super Bowl 50 was a huge event and your organization might not have that kind of following, it is important for any organization to realize that someone, somewhere might not like what you are doing – and someone, somewhere else might love it. And they might be sharing all of this all over the Internet.

Opinions like the ones being shouted out on Twitter, Facebook and other social media sites on Sunday night used to be contained amongst the person’s friends and family – or perhaps those sitting next to them at the local pub. But now those opinions can find a global audience – and depending on how you respond or don’t respond, this can impact your brand.

The AHA Moment

It’s important to: a) know what is being said about your organization; and b) be prepared for both positive or negative conversations. The positive comments are of huge value and acknowledging them can help you build strong relationships with influencers and potential brand ambassadors. The negative comments are equally important – especially if the discussion goes beyond opinion and the information being shared is inaccurate, misleading or an attack. Depending on the circumstances, responding isn’t always strategic, but you need to know what is being said before making that decision.

It’s important to know what conversations are being held that either talk about your organization or brand, or that impact your industry – and it’s crucial that you understand how to respond effectively.

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Brand JournalismHere at AHA, we’ve been talking about brand journalism for years. We know how valuable it is for organizations to tell their stories in the same editorial-style manner that a journalist would. Creating informative, interesting and entertaining content, branded content or as we call it – brand journalism – allows an organization to connect directly with their target market or stakeholder group.

The Internet allows an organization to produce its own “news station” – and to use print (articles and written information), broadcast (video and audio) and interactive (Twitter, Facebook, Instagram, Pinterest and more) to fully engage with the individuals and/or groups they want to connect with. It should be time for everyone to do a happy dance! So much of the opportunity and power has been placed in the hands of the organization – yet very few do it well or even at all.

Brand journalism could mean a series of how-to articles about something relevant to the products and services you provide. It could be a series of short video segments that showcase the individuals or companies using your products and services. Brand journalism could also be a podcast about something unique to your organization. Then it gets shared on your website, on social media sites and on your blog. (Do you have a blog? It is a key element in building relationships with your target market.) If the content being created is informative, helpful, engaging and interesting, it will help to build social media audiences.

We work with a range of clients in creating brand journalism campaigns and content. The key is that we develop a strategic approach. We work with our clients much in the same way as a newsroom works. We identify key stories and we make sure the content flow works together and leverages off each element rather than just dropping random bits of copy out there. We identify the target audience and how they like to consume information. We build an editorial schedule that has some room for flexibility for when news happens, and we develop strong content with solid visual elements.

It is such an exciting time to be a communicator – or a business leader who understands that content can be an incredibly valuable tool that: a) builds relationships with target markets and stakeholders; and b) can be measured. There is a huge opportunity to create strong return on investment using branded journalism.

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Seahawks footballMillions of fans watched in dismay as the defending Super Bowl champions – the Seattle Seahawks – lost to the New England Patriots in the final 30 seconds of the game yesterday. According to those in the know, making the call to throw the ball (which had been intercepted) rather than passing it, was the reason for this devastating loss.

With the exception of a little bit of a scuffle on the field right before the Patriots won, the Seahawks team has taken the high road in their discussion of the loss. In interviews, head coach, Pete Carroll, and quarterback, Russell Wilson, clearly showed the integrity and class of this organization. They recognized the abilities of the other team and they acknowledged that it was a great game. When asked about the decision to throw instead of run the ball, Carroll said: “That’s my fault, totally.” The coach took responsibility rather than throwing his offensive coordinator under the bus. It’s no wonder their fans, called the 12th Man, are so loyal.

Seahawks fans also seemed to take the high road. I have a colleague who is a Facebook friend. He is pretty outspoken at times and he was having some fun on the social network site as the game progressed, talking it up about how the Seahawks were going to trounce the Patriots. When they lost, I worried a little that Facebook was going to turn into a nasty battleground, but Seahawks fans didn’t go there. In fact, my Facebook friend – like many Seattle fans I saw on social media – congratulated the Patriots and their fans for a game well played, while still putting forward their admiration for the Seahawks team and organization, and re-affirming their loyalty to their team.

The Seattle Seahawks have a strong brand. Their brand promise appears to be “doing our best on and off the field.” That’s a pretty big brand promise, if you ask me. But talk to any Seahawks fan and they will tell you how great the people are who play for this team and who work for the organization. They are engaged in the Seattle community, do more than is expected in the area of charities and volunteering, and they always take the high road – even during high stress and incredibly disappointing moments, like yesterday.

The fans deliver on the brand promise too. As the 12th Man, they are the loudest fans in the league and the team encourages their participation and – as was clear on social media last night and today – they love their team, win or lose. While they would have preferred a win yesterday, the team, the organization and the fans showed true leadership in how they handled the loss. It was impressive.

I am sure that in the Seattle Seahawks’ post-game debrief, errors and mistakes will be reviewed by the players and coaches many times, and individuals will be held accountable for their decisions or actions – but they didn’t do that in public. That is a task that belongs within the walls of the organization and behind closed doors.

The Seahawks’ form of leadership and communication should be applauded. They fully deliver on their brand promise.

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TEDxBCIT_Black_V1_miniWe are pleased to report that AHA CEO Ruth Atherley will be presenting at TEDx BCIT on January 24, 2015. Ruth has identified that in this 24/7 connected world, doing the right thing all the time is much easier and more effective than having to face the destruction of your reputation and potentially your business.

Ruth is excited about the opportunity and looks forward to hearing and meeting the other speakers.

 

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