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What’s hot right now? Channel Nine’s The Voice, experiential PR and industry super funds.
Oh and #qanda, which has helped this month’s PRognosis guest for ‘The Interview’ Joe Hildebrand (@Joe_Hildebrand) into the Australian twitter hall of fame.
And what do they have in common? Lots (seriously you cynics). For starters? Fans. Followers. Friends.
Sure, I hear you scoff. More social media palaver? No. Cold hard commercial sense. Here’s why…
Very quickly twitter has ‘gone mainstream’. What the advertising industry calls MGB (Main Grocery Buyers), industry fund executives, bankers and innocent bystanders have become social media adopters, rather than detractors.
So whatever is hot, attracting attention, or in the news, now “trends” in social channels.
The Voice (#thevoiceau) is just one example of integrated communication – TV is the main channel but outside the “official” channel social media allows fans and followers to engage, express their opinions, vote and experience much more than a broadcast.
Also recently we’ve seen the rise and rise and rise of experiential. What’s that? Well back in the pre-Twitter days it was known as “stunt PR”. Think Branson, bikini models and jet aircraft. While it might be tired, it still attracts eyeballs, and so media will cover such stunts – publishing pictures and stories about a manufactured event. On a whole other level you’ve probably seen a lot more experiential recently – in the street, online and in mainstream media (see Michelle’s article about the BlackBerry® “Wake Up” campaign).
Financial services this last year has, I’d venture, seen MORE experiential, better executed than any other time in PR history. Why? Media habits are fragmented. Audiences are hard to find. Brands have to work harder and harder to get cut through.
BlueChip is helping clients play in this space as they seek attention grabbing events to add another dimension to PR, and to drive “social” attention.
Finally, industry funds? Well the extraordinary story there is that industry funds have pioneered social media in financial services in many ways. In terms of numbers, audience engagement and closeness to their fans, followers and friends.
BlueChip’s first financial services social media research (soon to be released) suggests incredible changes in fund social media engagement in a short time. Our study focuses on industry funds and gives, what we believe to be the first ever social media Return On Output (ROO) metric in financial services. At the moment we’re looking only at industry funds to assess what level of attention they’re earning in return for their social efforts – whether tweets, facebook campaigns, YouTube videos or other. We’ve also looked at social media followers versus overall fund size.
