MTV Looks to Video and Social for Millennial Super Bowl

We are just hours away from the MTV Awards. I may tune in to see what Hostess Miley Cyrus has up her sleeve. Or I may not. If I choose the latter, I won’t be alone. The core demo of teens and young adults is watching less TV than ever before, which is why the Viacom-owned network has cooked up an elaborate social game for the show. The goal is to steer the bulk of the chatter onto platforms like Twitter and Snapchat.

Periscope. One Small Step for Social Media-Kind...

Periscope. One Small Step for Social Media-Kind…

Twenty-four brands have signed on to sponsor what MTV calls the “millennial Super Bowl.” Eight of those marketers—including Taco Bell, CoverGirl, Verizon, Pepsi and Trojan—are working with Twitter’s Amplify program to work real-time tweets, ads and, for the first time, branded Periscopes, into the chatter about the show.

On Periscope, MTV will push out a livestream from a Taco Bell-sponsored pre-show concert Saturday night. The teams will film backstage interviews and Q&A sessions with bands like Walk the Moon. The livestream will be wrapped with six-second pre-roll ads and sponsored messaging from Taco Bell. It will also be boosted with Promoted Tweets on Twitter.

Meanwhile, Verizon has actress Vanessa Hudgens hosting its livestream, which will include the actress walking the red carpet and backstage happenings. Similar to Taco Bell, Verizon will also buy Twitter ads to get people to tune in.

Like most live events, the goal of co-creating content is to cut through the clutter with creative and targeted social posts crafted on the fly.

In addition to Twitter, Viacom also has a partnership with Snapchat for Sunday’s event. A VMA-themed Live Story will run with four brands—CoverGirl, Verizon, Taco Bell and American Legacy—and be woven into the stream of user-generated photos and videos.

I am curious to see how this will all play out. More than seeing what Nicki Minaj will cook up as the opening act….

Ad Love – #OriginalSuperstar

I truly believe that “what’s next,” in marketing is what has always been. Being an individual is a start.

“Audience of One,” fits the bill.

Pusha T, actor/director Grigoriy Dobrygin, Japanese designer Yoon, Chinese designers VJ Mian, and Mexican illustrator Smithe all star in the ad. The campaign  also features a  “pay it forward” component, wherein the five stars will shine a light on other creative people tied to the hashtag, #OriginalSuperstar.

I love it.

McDonald’s Accepting Love As Payment.

#GoSeahawks. I’m not bitter. I swear I am not. Anyhow, moving on….

People complained that Superbowl 49 brought with it ads that were too sentimental. I disagree and feel like they reflected the tone of the time we are in at present. There were winners of the the night : Pepsi, CocaCola, Lexus, Microsoft, Dodge and Mercedes killed it.

McDonald’s took first prize. Throughout the night, the golden arches tweeted out the opportunity to win all of the luscious items that were featured in the ads. Cars, plane tickets, Doritos, lingerie…it was all there as part of their, “Lovin’ the Super Bowl,” campaign.

Lovinit

I fell for it.

But that wasn’t all. Starting today, they will let some customers pay for their food with different forms of what the chain calls “lovin’,” which could include selfies and hugs. Customers who order items during preselected times will get to participate in the deal. McDonald’s employees will let customers know if they get to “Pay with Lovin’.” The promotion will run through Valentine’s Day.

4 Social Customer Care Rules to Follow.

T-Mobile. KLM. American Express. These companies do social customer care really well and there’s a reason.

According to a 2014 report from Aberdeen Group,companies with a social care program simply do better than their counterparts. Companies with social care experience see a 5.6% year over year increase in first-contact resolutions, 6.5% increase in agent productivity, and a 17.5% increase in SLA attainment. It’s also five to seven times cheaper to keep a customer than to acquire a new one.

That said, doing social customer care right goes beyond just responding on Twitter or Facebook. You need to create an infrastructure that supports scale and is strong enough to withstand crises.

roi-of-social-customer-service

Here are just four things you might want to consider in building out your social customer care program.

1. Know Your (Un)happy Customers – Social is one of the first touchpoints for the progressive brands. Most customers are engaging on your brand’s social media channels before they even pick up the phone. This behavior presents brands with the opportunity to resolve issues before they escalate. But the first step is being aware of these conversations. Proactively look at all conversations that could be occurring about your brand via social listening. It keeps you aware of all online mentions of your brand or competitors across hundreds online sources such as social media, news sites, blog posts, videos, and more. It helps your company anticipate and manage negative scenarios before they escalate into a crisis.

2. Communicate Well – It’s imperative that your customer service team, or any team engaging with customers online in a public way for that matter, receives consistent training on how to communicate externally on behalf of your brand. So, ask yourself: Is customer service a part of your social media playbook? Conversely, is there a social media section of your customer service handbook and related training materials? Are there tests in place to ensure that individuals meet a basic criteria of understanding in terms of communication before they are given access to social media as part of their jobs? Is there one brand voice consistent across every location, team, and department at your company? Is there another pair of eyes on social messages or some level of governance? Are multiple departments invested in social care and working from the same platform?

You should be able to answer “YES” to all of the above.

3. Streamline and Personalize Your Engagement – enable the following functionalities in your social media management platform:

  • Customizable approval paths: Depending on the industry, company, and sensitivity of the message, multiple stakeholders might be involved in the message approval. Your social media platform should have approval paths that can be customized to fit your company’s specific needs and it should be scalable enough to include multiple departments, so that all approvals can take place in one environment.
  • Message history: Be aware of past conversations an individual has had with your brand.
  • Audience identification: In addition to conversation history, you’ll also want to create custom profile descriptions of your social audience to provide additional context. This can be achieved through profile tags.
  • CRM integration: The people interacting with your brand on social media are often the same ones interacting with your brand in real life. Uniting your social media platform with your traditional CRM system is necessary to link social profiles with customer information.
  • Pre-approved content repository: A social asset manager (SAM) is recommended for global organizations that need to share content assets across multiple teams and regions. It’s essentially a library of pre-approved content that anyone (with the right permissions, of course) can access.
  • Integration with your paid social media: The worst thing you can do when a customer complains about your product/service is to serve her with a promoted post. Integration across paid, earned, and owned social media in one platform enables you to create automatic rules that prevent users who have raised complaints from being targeted with ads.

4. Evaluate and Optimize in Real Time – The success of your social customer care program depends heavily on your ability to sustain and improve it. There are certain capabilities that you’ll need for optimization.

  • SLA reporting dashboard: How many customer care cases are being resolved? How long does it take for your team to reply? Do your reply rates improve over time? You need SLA dashboards to see your progress in resolving customer problems/inquiries.
  • Audit trail: This allows you to see which agents replied to what, and how they’re replying, which you can use to uncover learning opportunities. Audit trails also provide documentation of your social interactions. Even if a message is deleted on the native channel, your audit trail will store the contents in your platform. This is vital when complications arise.
    Tagging: This will enable you to see what topics are most relevant to your community. If most of your inbound messages related to customer service issues, this would reflect in your reporting and help identify gaps in resources. In addition to inbound tagging, you should also be tagging your outbound messages. This will allow you to see what types of content resonates with your audience. You’ll know for sure if they really prefer videos over the written word, if they like webinars or in-person events, and so on. The more you tag, the more valuable insight you’ll have into your customers’ needs and prospects’ preferences.

Conference Bliss: Incite Summit – East

You know that you are in conference overdrive when you are at the same venue for a different event sitting in the very same seat within a time-frame that spans less than seven days.

A few days ago, I returned to the Wyndham New Yorker. This time I was there for Incite Summit East. Here’s what the organizers said ahead of the event: Incite Summit: East will bring together experienced marketers and communicators from major brands to discuss questions and speak on topics submitted by an audience of industry professionals. The agenda has been tailored for relevance through continuous research with marketing professionals. And we’ll continue to gather the input of marketers and communicators up until the last minute of the summit. This year’s speaker lineup features 18 CMOs and over forty name-brands. You’ll also get to hear from SVPs and VPs from beloved brands such as Jaguar Land Rover, Siemens, Diageo, MetLife, Conde Nast, Triumph, Activision, Ricoh, Fresh Direct, Universal Music, PBS, Aflac, Wyndham Hotel Group, Citi, Saks Fifth Avenue, MTV, The Weather Channel and many more.

They were spot on. I could further explain but it’s all in the tweets. Enjoy: