I created a Storify (below) that shows all the anticipation and reactions during Friday evening’s episode on Twitter. It’s a great example of how audiences engage with a real broadcasting moment as it happens.
I created a Storify (below) that shows all the anticipation and reactions during Friday evening’s episode on Twitter. It’s a great example of how audiences engage with a real broadcasting moment as it happens.
Another Social Media Week has come to an end in London and it’s been great to see so many people sharing their experiences of working on a huge range of projects as well as speculating about what the future holds.
Social Media Week 2013 brought with it plenty of practical insights from those in the business – as well as the threat of being included in the brilliant but rather brutal This is not an insight Tumblr.
As for Liberty842, we were privileged enough to host our own event at Gateley LLP’s magnificently positioned offices beside St Paul’s Cathedral (thankfully no mid-evening bell-ringing session to contend with this year).
Guess who? Brands, identity and reputation aimed to give those attending some practical advice on managing digital content, covering the creative process as well as the legal considerations of putting a brand out there on social media.
A strong theme of the evening was suspension of disbelief, as demonstrated by the character-driven Twitter accounts I and Liberty842 co-founder Tayler Cresswell manage for Chatty Man and Mr Selfridgeand Somethin Else’s StoryFarm publishing platform that, Trevor Klein explained, has brought to life characters from dramas Skins and Hit the Floor on social media.
These characters not only allow you to create a very distinctive tone of voice for your brand but they also offer followers a greater sense of engagement by giving them an identifiable person to communicate with as opposed to an anonymous company employee.
Taking a TV drama even further beyond the realms of its scripted storyline, James Deeley showed how viewers of Channel 4’s Utopia were invited to explore the issues raised throughout the series. The Utopia Inquiry provided many extra layers of entertainment, rewarding those with questioning minds for their efforts by taking them deeper into the story.
From TV to the biggest sporting event in the world, we got an insight into the creative challenges and opportunities of producing digital content for London 2012 as Darren Groucutt showed us the work he did for the games. Particularly interesting to note was how the works in progress – not just the finished material – captured the imagination of many and reached a huge audience when recommended by creative community online. A valuable lesson to learn here was about setting out to make great content – not to aim for viral exposure in the first instance.
Creativity and experimentation are always to be encouraged but there’s a definite need to have the legal essential covered before putting content out online. Thankfully Gateley LLP’s Lisa Logan was on hand to give an overview of brand protection for social media and how to be transparent about advertising and sponsorship through your accounts. Being upfront about paid-for posts is always advisable to ensure you’re not breaching CAP code guidelines.
Lisa also touched on the new Defamation Act and how all of us should be aware of its implications, whether in a professional or personal capacity.
Look forward to seeing you again at Social Media Week 2014 but if there’s anything Liberty842 can help you with before then just drop us a line.
It may seem hard to imagine a time before Facebook, Twitter, Instagram and Pinterest to name a few platforms, but we’re still at a relatively early stage in the social media game and the rules remain a work in progress.
Thanks in no small part to some notable slip-ups from individuals and brands, the sometimes unruly world of social media is getting to grips with much clearer guidelines on what is and isn’t permissible for organisations as opposed to individuals. Those rules are relatively recent additions so we’ve asked Gateley LLP Partner Lisa Logan to explain the latest developments, including the all important new Defamation Act as well as the CAP code.
Legal matters aside, there is no single set of instructions about what your content should be and how you should manage it – which makes it all the more exciting to try new things out.
Two people with no shortage of experience in that department are Darren Groucutt – Creative Director at Relative, award-winning animation director and man behind the digital content for London 2012 – and James Deeley – Creative Director and strategist at Amaze who has previously worked on Harry Potter website Pottermore and multiplatform project The Utopia Inquiry for Channel 4.
Darren and James will show you the possibilities for engaging your audience using content, giving a taste of the creative opportunities for getting followers genuinely involved in a one-off campaign or for the long term.
Demonstrating how fictional characters from TV drama can step outside the boundaries of a show and draw the audience in further, Somethin’ Else Head of Development for digital projects Trevor Klein will talk about the work he’s done with broadcasters on projects including Skins, Emmerdale and new US drama Hit the Floor.
Taking another angle on the characters theme, Liberty842 Co-founder and Editorial Director Tayler Cresswell will talk about identity on social media, using case studies such as Alan Carr Chatty Man and Mr Selfridge to explore how a distinctive tone of voice can have a powerful effect in strengthening the relationship between a brand and its audience.
With some help from me, Writer and Content Producer, Tayler will also look at some of the ways you can protect your brand in the event of negative feedback or if another social media user is damaging your brand’s reputation by assuming its identity.
Go to the Guess Who? event page on the Social Media Week website to book tickets (if the event is listed as fully booked then simply use our contact form to join the waiting list in case of any cancellations). Follow Liberty842 on Twitter for updates from Social Media Week and on the industry in general.
We look forward to meeting you on Monday 23 September at 6.30pm.
Channel 4’s Dispatches programme last night focused on social media, celebrity endorsement the problem of ‘click farms’, which promise to generate thousands of fake fans for a fee.
Dispatches’ Celebs, Brands and Fake Fans will inevitably lead to questions about the veracity of social media posts, of the integrity of celebrities and brands on Twitter, Facebook and YouTube, and of the value of social media data and insights.
The programme focuses on “click farms” – which, for a fee, are fraudulently used to boost follower and Like numbers on Twitter and Facebook and views on YouTube for example. It also looked into the thorny issue of paid celebrity endorsements for products and brands.
However, what was not made clear in the programme was how widespread this practice might be. They highlighted some questionable practices, but I’d argue that, sadly, there are cowboys in every industry, and people out there who fall for their spiel without getting proper advice.
The social media industry has grown up considerably over the past 3-4 years for two main reasons:
The reaction on Twitter was interesting with many wondering what all the fuss was about – surely this happens in every industry? – and others were shocked at the revelations. My worry is that many will tar everyone working in social media with the same brush.
And to be honest, I was most sorry for the poor sods in Bangladesh earning a pittance by spending hours in windowless rooms creating fake likes and follows.
Here’s some best practice advice…
ADVERTISING AND SPONSORSHIP
There have been plenty of high profile cases of paid sponsorship deals that have fallen foul of advertising codes, but many cases seem to be down to ignorance rather than any deliberate attempt to mislead. It’s always best to be open and honest – if you’re getting paid to advertise something simply add the hashtag #ad or #spon to your tweet.
The Internet Advertising Bureau has some useful guidance on the use of social media and paid promotion their website. It should be mandatory reading for agencies, celebrities, brands… If you’re not sure about something, get advice before you post.
There’s a real grey area around freebies and tweeting about them, and I’m not sure that the Coronation Street actors or Russell Kane, both mentioned in the programme, broke any rules. They all denied being paid for tweets.
Conversely, we have found that the practice also leads to false accusations of advertising when celebrities talk about brands in passing.
It is a real shame that with economy up shit creek you can’t tweet about good service/business without cynics thinking you get a cut
— Alan Carr (@AlanCarr) January 26, 2013
Really weird, slightly depressing and tedious that I get so many tweets accusing me of being paid to tweet about something. I don’t.
— Jonathan Ross (@wossy) January 26, 2013
In short: be up front about what the deal is. People don’t mind advertising if they know what it is – and if it isn’t the sole purpose of an account!
A NUMBERS GAME?
When it comes to fake fans, we think that there is a huge problem with buying Facebook Likes, Twitter follows or YouTube views and subscribers. Whilst the numbers might look impressive, they have little worth bar fooling some into thinking that you’re a “big player”. There’s more to be said for slowly building a following of genuine fans.
Social media data can be valuable – you can get instant feedback from fans, viewers, listeners. You can see what kind of people are attracted to your programme or brand.
As David Ellis from analytics agency Station 10 told me, “There’s a risk of accepting data from social media sites at face value. The vital point is to establish links to actual sales or legitimate behaviour from social media, and fortunately most brands will have other data sources against which to validate social performance.”
When it comes to interrogating data, he offered the following pointers:
THE LONG GAME
There are no real quick wins when it comes to social media. We advise our clients to see the long game . Engagement is all important, and you can’t have any kind of meaningful relationship with a fake “fan”.
“You should come with me” were the words of David Downton, fashion illustrator extraordinaire, when the proposal for him to join Instagram during couture week in Paris was suggested. If you’re still scratching your head, you’ll have seen his illustrations on the pages of Vanity Fair and Vogue and on bags at M&S. David is also Artist in Residence at Claridge’s Hotel. I would argue that is perhaps the best job in the world.
It’s one of those proposals that seemed so far-fetched that it could never really happen but, before I knew it, I was on the Eurostar to Paris, crashing into the world of couture (quite literally, I had not one invitation to my name) at the same speed as the train that got me there.
The world of couture could easily be seen as old-fashioned and outdated, with an inability to move forward. Yet, there was an air of newness at this year’s Autumn/Winter presentations. The first heel to hit the catwalk couldn’t have screamed “I’m back!” any louder than that of Naomi Campbell, marking her return to the Versace runway after a 15 year break (I should note, that’s almost as long as I’ve been on the planet).
A narrative of new continued with Christian Lacroix’s homage to Elsa Schiaparelli, marking the highly anticipated re-launch of her eponymous couture house. Then there was Karl Lagerfeld’s view to a new world, observed as the backdrop of a destroyed theatre at Chanel. As the biggest running couture house, Lagerfeld’s vision appeared to recognise the need to constantly move forward – to remain ‘new’ in a craft that easily can fall into being outdated.
Apart from the clothes, the experience was also very new to me. It was a world that I had always immersed myself into fully through external means, but somewhere I had never entered in reality. But it wasn’t all about me. I was there to start David Downton’s Instagram account (coincidentally, another new beginning).
The world of fashion and Instagram have such a strong relationship due to the complete reliance on imagery over words and you only need to look at Burberry (arguably the front runner in terms of a fashion house using social media) and their 874,000 followers to get a feel for the huge amounts of traction that Instagram can create. This power is only reinforced by the response to their images, with an image of their Regent Street store gaining almost 30,000 likes and another of it-girl Cara Delevingne soaring to over 45,000 likes. They’re not alone, however. From Selfridges to Topshop and Versace to couturier Elie Saab, Instagram encompasses the whole spectrum of the fashion industry. Thus, David’s work makes for a perfect fit into an already thriving world of fashion social media, filling a gap that joins his skilled craft with a fast-paced medium.
Pairing together David’s visual language and the importance of images on Instagram made for an exciting partnership; yet, it became apparent that Instagram has become a fickle game of likes where, regardless of the image, there are users who will like David’s images unconditionally. It then leads to question, does Instagram become a social network where it is not about what you like but who you like?
Analysis aside, it was great to see the reaction to David’s images on Instagram. Although some of the best reactions (in terms of likes gained) came from a video of David sketching at the Elie Saab show or his illustration of the Christian Lacroix for Elsa Schiaparelli presentation (see above), it was encouraging to see a more emotional connection through a picture of some scrunched-up drawings – titled ‘Bad day’ – with one follower admitting it was “encouraging to know that even you have bad days”.
In many ways, David’s account allows his followers to see into his life outside of his work, something that is rarely seen. One thing that does become clear after peeking into David’s world is the way in which there is a seamless movement from the charm of his work to the charm of the man himself.
Considering this is only a snapshot into the world of David Downton – a mere season in his 17-year run of couture shows (and that’s 2 seasons per year) – there’s certainly more to see, albeit past or present.
David Downton adds: “Never an early adopter, I finally embraced Instagram thanks to Liberty842, who provided the perfect help mate in the form of Connor Beesely. Mr Beeseley’s tact, quiet humour and pin point thinking can’t be over praised. How long before I’m asking him for a reference?”
Post written by Connor Beesley, Editor at Liberty842
Listeners share their thoughts and feelings – good, bad and indifferent – about the characters and storylines on Twitter and offer an amusing, often irreverent, take on events in the fictional village of Ambridge where the show is set.
I spotted this tweet yesterday from a new listener to BBC Radio 4′s The Archers. If you’ve noticed #TheArchers trending on Twitter most Sunday mornings, you might not be too surprised.
The tweetalong, as it’s affectionately called, started in 2009-10 when two listeners, @JaneSoup and @LucyLyons, would tweet their amusing and sometimes sweary commentary to the omnibus. They picked up a following and it certainly got people talking. Today it centres around the hashtag #thearchers, and tweetalongers follow tweets about the programme and join the conversation with fellow listeners. They demonstrate a pretty sophisticated use of Twitter, with many using tools like Tweetdeck to exclude the hashtag to avoid spoilers until they’re ready to listen and chat.
Of course, the official account for the show, @BBCTheArchers, joins the regular tweetalong around broadcasts, answering queries and adding an extra layer to the listening experience. But it’s the listeners who really make the difference, not only giving valuable and timely feedback about the programme, but enticing others to join in the fun and become regular Archers listeners.
Find out about the world’s longest running soap opera, The Archers
It was great to see women’s football get its own show on BBC Two last night. The Women’s Football Show was a well produced, interesting programme and, looking at the Twitter comments, it was clearly filling a need.
There was plenty of chat on the show about Twitter and the women’s league’s Twitter ambassadors. Surprising then to find that @BBCSport practically ignored its airing – they retweeted a link to iPlayer the next day. It would be great to have a hashtag for all the conversation around the show.
Despite all that, it’s a great start. Here’s a quick look at the conversation on Twitter last night… #moreplease
Alan Carr’s Grand National Specstacular on Channel 4 used Twitter and its celebrity connections to create a huge buzz around the programme and around the Grand National (which incidentally reached 8.9m viewers according to Barb’s audience figures).
Liberty842 made sure there was plenty of excitement on Twitter. According to Second Sync, there were 23,267 tweets around broadcast making it the second most talked about TV show on Twitter that day. Channel 4 provided a list of the runners and riders on a specially created website.
Below is an account of what happened – and you can read more about our Specstacular work here…
I spotted Dr Black’s tweet not long after it was posted, tweeted her from @BBCTheArchers to say that we were looking into her problem, and alerted The Archers team. Meanwhile, Dr Black had managed to find someone who put her in touch with The Archers office. Twitter at its best.
Storify from @JemStone at the Beeb.
By Tayler, 16 January 2013
The second of our Social Media Week events took a look at the risks for people and brands when communicating online while also showing some brilliant examples of the positive ways in which young people in particular can make use of digital technology.
Liberty842 co-founder Daisy Cresswell was first to speak, highlighting how social media professionals should take responsibility for ‘educating those less aware’ of the implications of sharing information and opinions online – especially young people. We heard from a couple of teenagers (from the video posted below) about their experiences of using social media, getting a sense of their attitudes to different platforms and finding out about the issues they face – including an example of a potential employer checking one of the girls’ Facebook profiles.
Speaking about how social media etiquette applies to brands, Daisy said that having a plan and clear brief from the start of the project is essential, no matter what the subject area, and that establishing guidelines is necessary to enable successful management of communities and content on the channels you’re using.
Providing an overview of the legal considerations for social media content was Gateley LLP Media Partner Lisa Logan who referred to some of the high-profile cases from the past year – most notably the ASA adjudication on Nike’s Make It Count campaign involving Wayne Rooney and Jack Wilshere – to point out why your plans should always take the law into account. She was joined by Senior Associate at Gateley LLP Sarah Fitzgibbons who summarised the role injunctions play in a digital environment and explained how information and social media accounts themselves can be subject to ownership disputes.
Illustrating the huge opportunities that digital technology offers to future generations, Stimulation Ltd Social Media Strategist Tiffany St James talked about just a few of the innovations inspired and, in some cases, created by young people. These included projects from Young Rewired State – such as ASBOrometer and mobile interfaces for Refugees United – as well as Maily – a drawing-based email app for children. Though the outlook is very positive, she warned us that setting a good example is essential, saying ‘If grown-ups can’t get it right, what hope is there for kids?’
Last speaker of the evening was Think’s Head of Creative Strategy, James Deeley, who promised 10 insights in 10 minutes (or thereabouts) but gave us plenty more than that to go away with. He used Pottermore as an example of how social media projects should work with existing communities and not try to replace them. He also offered some fascinating insights into devices (not just a fourth but a fifth screen!) and audience behaviour, encouraging us to consider how we can work with existing channels and truly engage with fan networks instead of trying to take control of them.
Thanks to everyone who came along to this event and to our ‘The good, the bad and the ugly’ session. Stay in touch with the speakers by following @842Daisy, @Liberty842, @GateleyLLP, @TiffanyStJames and @JJDeeleyThinks.