The current exchange of words and tweets taking place between BBC bosses and The Voice UK judge Will.i.am raises an interesting question about the use of social media by celebrities and broadcasters to promote live shows.
Apparently the Beeb is unhappy with him tweeting during the live shows because to the viewers watching it comes across as if he is disinterested in the performances. Whereas in fact, if you follow him on Twitter it couldn’t be further from the truth. His tweets are focusing on commenting on the acts and his ‘real time’ thoughts and emotions.
But it raises an interesting issue. The immediacy of social media requires ‘in the moment’ updates of platforms, but for live TV broadcasting it clearly creates a real problem with viewer engagement and perception.
I’m more than sure that the BBC wants Will.i.am to be tweeting about his role on The Voice UK to his more than 2 . 8m followers on Twitter – afterall, it’s the flagship Saturday night programme, it has pulled in more viewers than most other BBC shows for decades and has cost a fortune.
But if you’re not one of his followers, one of the 160,000 people following @BBCTheVoiceUK or the countless people using #TheVoiceUK to comment on the show via Twitter, you’re clearly not aware of what’s going on and could be forgiven for thinking he’s texting or organising a night out!
Or, with my cynical hat on, is it an elaborate PR stunt, a fake exchange of words to promote the show? It’s hardly a new ploy – I refer you to X Factor, Britain’s Got Talent and countless other TV shows which have used fake rivalry and arguments to drum up interest.
If I was advising the BBC I’d tell them to let him get on with it. He’s clearly passionate about the show, keen to promote his involvement and creating a real buzz around it. He’s using the social media channel effectively, plus there’s no sign of him stopping!
Sophie O'Mahony March 20, 2012
App-iness is an App for that
Image via CrunchBase
It’s pretty safe to say that I am a bit App-obsessed. They are, in my opinion, central to the organisation and management of my life.
The obsession started when I acquired my first iPhone 2 years ago (I was a late adopter but have since made up for it!). I downloaded the Apps for Facebook and Amazon, and the love affair began. And I have to confess, when I took delivery of an iPad that was it, total App-domination.
I pretty much do everything from an App now, from booking flights, grocery and clothes shopping, planning my gym workouts, getting recipes for dinner parties, editing photos, talking to my sisters in NZ for free, setting my Sky to record or even watch it on the go, and keeping up with all the social media channels. You name it, there really is an App for that, over half a million in the App store in fact – I am not alone in my love of them!
But, I even shocked myself when I opted for the low-tech version of the Lonely Planet Guide to Singapore when planning an upcoming trip. Sure, there was an App for that, as my Amazon App informed me when I was purchasing. Instead I’ve opted for the paper version. A total departure from the norm, but actually, on this occasion I want that old-fashioned travel feel.
I want to curl up in my seat on the flight, poring over the pages, folding down the corners and marking up the attractions I want to see. And when I’m walking around the city I want to be able to refer to a paper map, and flick through my now well-worn book to check where I’m going.
Maybe the App would be more user-friendly. I wouldn’t have to carry a book around everywhere and the interactive map would tell me precisely where I was with options on what to eat / buy / visit at each location.
But, isn’t that half the fun of exploring a city. Getting a little distracted, ending up slightly off the beaten track and discovering a neighbourhood you never even knew was there. If I wanted a guided tour, I’d sign up for a…guided tour.
I have to admit, while useful and essential to modern-life, Apps can sometimes be too useful and mean you don’t pay attention to what’s around you.
So, Miss App-for-that is for once, opting for the low-tech version.
The iPhone will be staying in the bag, and my trustee Lonely Planet complete with bent spine and folded down page corners will be accompanying me around Singapore.
Sophie O'Mahony February 3, 2012
More opportunities for brands on Twitter
There are big changes underway in the social media world this week.
You’d have to be completely unplugged from the mainframe not to know about Facebook‘s IPO and the impact that could have on the way the platform is managed and used.
But as the analysts continue to debate the pros and cons, and the undoubted wealth generation for its creators, there are other developments underway at Twitter.
It could be that Twitter is taking advantage of all the speculation and trying to steal some advertising market share – the platform is continuing to roll out its ‘enhanced pages’ to more of its advertisers.
And by ‘enhanced pages’ what I really mean is – Facebook-style.
The new pages will enable companies to customise and highlight content and are being rolled out across advertisers, then other selected partners, charities and media organisations.
Among the first 21 partners to trial the new platform are Al Jazeera, The Huffington Post, VW, HP, Coca Cola, Nike and Dell.
HP really was the early adopter of the new functionality though, hosting the first-ever live streamed concert on Twitter during the Consumer Electronics Show last month.
So, watch this space. The new expanded brand pages are rolling out and they are definitely going to change the way fans and consumers interact with brands on this platform.
Sophie O'Mahony January 4, 2012
Add an A-lister for success
As David Beckham launches his new collaboration with H&M this week, in his usual, understated way, it made me think about celebrity endorsements for brands.
It really can be as simple as picking a well-known celebrity to work with your brand, create a product, and put their face (and in some cases body) on it!
Of course, not all celebrities just cash the cheque and put their name to the brand. Some are genuinely involved in the creative process. I think it’s fair to assume David (or more likely, Victoria) had some input in to the fashion retailer’s new range. And Tamara Mellon’s new enterprise, after quitting Jimmy Choo late last year, is sure to be nothing short of stunning. But I can think of an un-ending number of pop starlets and reality stars with perfumes and clothing ranges, where you know for a fact, their involvement started and ended on the promotional tour.
Some people genuinely believe they are affected by celebrity involvement. But it’s rather naive to believe that you have completely ignored and been unaffected by the marketing, advertising and branding associated with a product like perfume, jewellery or even clothing. It’s a multi-billion pound industry, companies wouldn’t be pouring in the mega bucks if it didn’t have a major impact on sales.
So, although I’m in the industry, and really should know better, I’ll admit it, and be affected by the advertising and promotional hype.
Sophie O'Mahony October 25, 2011
Zombies go viral ahead of Halloween
This may just be 2011′s best example of a brand recognising a pop-cult figure, devising a digital marketing strategy and creating the perfect viral campaign.
In my opinion what makes a viral work is if it’s witty or interesting but still manages to communicate the brand’s message. This is why Dermablend’s campaign using Rick Genest, aka Zombie Boy from Lady Gaga’s ‘Born this Way’ video, is quite simply, genius.
Renowned for tattooing his entire body to look like, well, a zombie, Rick Genest is seen in the video without his tatts, almost as nature intended, with the addition of a couple of piercings. Then, Rick starts to cleanse, washing DermaBlend off and revealing his body art. I wonder what Dermablend could be trying to get across here – what could their key messages possibly be!
However, I’m not entirely sure that the brand has recognised the video’s full viral potential. Rather than allowing it to be shared by media and across social media channels, everywhere I look at the moment the advert has been pulled, replaced by a copyright infringement notice. Sure, they’re allowing the three minute behind-the-scenes video be shared, but not the advert. It’s a no-brainer to me. Just look at the number of people who have watched this on You Tube already!
If they ease up and actually let this do what it has the potential to do – be embraced by pop culture, be shared, viewed and commented on widely – this has the potential to be, quite frankly, the best digital campaign of the year.
It would be good to have a campaign to fill the void left by Meerkats (becoming rather tiresome), cats with thumbs (what was the brand?) and numerous others that tried to capture the public’s imagination but failed.
