social media

#CokeZeroFansFirst

What makes an event trend locally?

Well, the simple answer is that the #hashtag or term needs to show up on the Twitter stream so often that it starts trending.  This past week #TIFF ( Toronto International Film Festival) was trending in Toronto (if not Canada) on Twitter.

Which brings me to a question I want to help answer:

How do you trend?

On Tuesday, the Toronto Maple Leafs opened their pre-season schedule against the Ottawa Senators.  This game at the Air Canada Centre was sponsored by Coca Cola’s Coke Zero brand.  But this story began a couple of months ago…

Earlier this summer I was invited to participate in a marketing promotion that the Toronto Maple Leafs were participating in.

Sponsored by Coca Cola’s Coke Zero brand, a number of Maple Leafs and coaches “assaulted” a men’s beer league.  This was the opening of the summer long promotion hyping up the “free” pre-season game between the Maple Leafs and hated Ottawa Senators.

On this evening, Joallore Alon (@clickflickca), Sean Ward (@seanward), myself and a few others descended on the Leafs practice facility in Etobicoke.  We met the “beer” hockey players, the Maple Leafs players and coaches and even a bunch of Coke Zero promotional personalities.

After tweeting 140 characters at a time, we found out that the term #CokeZeroFansFirst started trending in Toronto. No big deal, I thought.  Until I was told that Coke never trended (globally or in Toronto) during the entire World Cup.  It did not even trend during Coke’s World Cup Trophy tour.

Yet here was a local event that did trend.  Here are a few  reasons why I think it did:

1.       Concentration.  Although it was a small event, there were at least a dozen people who were tweeting at the event live.  Out of this, 4-5 people tweeted at least a half a dozen times.

2.       Inclusion.  Include people who are not at the live event.  A few of us decided (with the support of the Leafs) to give away a few free tickets if they tweeted with the hashtag #CokeZeroFansFirst.  And because Torontonians love the Leafs they tweeted like crazy to “win” those free tickets.

3.       Local.  Yes, Twitter is global.  Yes, social media allows a brand to have a global reach at a low-cost.  However, the power of social media is in the local aspect.  Keeping strategies local gives a brand the opportunity to be a “big fish in a small pond.”

Joallore may have said it best,  “I think it was the influencers snowballing the event that made the event.  A combination of an established property in the Maple Leafs, the new trades and Twitter personalities made it easy.  It’s all about timing.”

The next question that should be asked is…

Why do you want to trend?

The simple answer: To peek curiosity and create brand awareness.  Imagine taking a look at your twitter stream (whether it’s everyone you follow or a specific list you’ve created) and seeing a #hashtag appear throughout a part of the day (or even the whole day.)  You naturally become curious.

Then you start asking questions.  And then so does everyone else.

Tweets begin to spread and the hashtag starts to take on a life on its own.  If done properly (and tied to an online property where people can detailed information on the product/service/campaign) a brand can create a blanket of awareness in a city, country and even worldwide.

What value do you place on your brand being the talk of the town?  Especially if its positive? What value do you place on more people becoming fans of your brand and eventually purchasing from you?

All because you saw a value in using social media and the power of a community of brand ambassadors.

That’s the power of trending, the power of community and the power of social media.

Here are two videos I made from the ambush event and the first game.  I hope you enjoy.

#CokeZeroFansFirst Ambush Event:

[youtube=http://www.youtube.com/watch?v=EfIolrqR3V0]

#CokeZeroFansFirst Pre-Season Game:

[youtube=http://www.youtube.com/watch?v=4BP-GVJViyE]

youtube

blackberry torch party

On Monday I was invited to the BlackBerry Torch release party.  Why?  I’m telling people that someone made a mistake and that there is another Karim Kanji out there who is mad at me.

This party was a perfect example of “pixels and people” coming together.

Amber MacArthur was there showing off various cool things you can do with the Torch’s new Social Feeds feature.  Research In Motion also had a big wig there thanking everyone for coming to support an iconic Canadian tech company.

There was also plenty of food and drink for everyone and music to burn the calories away.

There is a difference in how RIM and their major competitor, Apple, releases products.  Apple keeps everything a secret and invites all the Apple fanboys and techies to massive product announcements that resemble a Christian revival.

On the other hand, RIM throws a party and gets everyone feeling great.

One manages to generate worldwide buzz, while the other seems to generate more of a local buzz.  Both work.

The one you choose to employ with your client or company depends on the intended goal.

At the end of the night, myself and about 200 others walked away with a BlackBerry Torch.  I’m happy and still talking about it.

Although I will miss my Samsung Galaxy S.

[youtube=http://www.youtube.com/watch?v=1GCv-eOg_3E]

social media

the future of media: sms episode 8

Three great guests joined me this week as we discussed “the future of media.”  (You can listen/watch HERE.)

We had Sean Ward, Karen Schulman Dupuis and Kevin Keane.  All three of them more than added great content, expertise and knowledge to the conversation.

One topic that did come up was the recent completion of the Bell and CTV merger.  The conversation led to a discussion on the viability of closed wall gardens.  Then on Monday Michael Geist penned an article, Media mergers the latest stab at ‘walled garden’ strategy.

I highly encourage you to watch or listen to this podcast and also read Geist’s article.

Here’s my question to you:

What’s your opinion on walled gardens?  Are content providers serious about looking at this as a viable strategy?  Or will they offer everyone’s content?  And at what price?

social media, twitter

the problem with social media? mainstream media

A few hours ago my Twitter feed was bombarded with news that TSN and the Montreal Gazette were reporting that former Leafs, Canadiens and Devils hockey coach, Pat Burns had died earlier today.

I read the news here.  But as you can see the story is gone although the link (as of now) is still valid.

Now, I don’t know for sure about Mr. Burns’ status.  I wish him well and pray for him, his family and loved one’s.  However, this is not an article about Pat Burns.

It’s about trust.

Who do we, as a media consuming society, trust?  The Montreal Gazette?  TSN?  Twitter? Our buddy at the water cooler?

Mainstream media (MSM) is concerned about selling advertising and units:  The more papers sold, the more advertising on the local news, the more banner ads on websites.  All of these increases an operations revenues.  And that’s good for them.

Your buddy at the water cooler?  She gets her news from media.  Traditional or new.  She’s too busy working and getting water to be involved.  She just wants to be part of the water cooler conversation.

Me and you on Twitter.  There’s no money in tweeting or retweeting.  There is, however, the issue of trust.  And it’s that trust that opens or closes doors for us in regards to career or potential business opportunities.  It’s also trust that determines our status in our local community.  Here’s what I mean:

If a large volume of my tweets are unsubstantiated and turn out to be false then the amount of trust I hold falls.  In real life, this can affect whether people will trust me as a friend or trust me to be a community manager of their brand.  On the other hand, if my tweets (and other social media content) are seen as valuable then opportunities for friendship and business abound.

And that’s the difference between MSM and social media.  MSM is profit driven and social media is trust driven.  It’s true.  National Enquirer is not popular because their stories are true.  They don’t care.  It’s about profit.

So when news breaks, it’s not social media/Twitter that is breaking that news.  People don’t make money tweeting.  People tweet based on news that comes from traditional media and their online properties.  Twitter and social media just spread what MSM publishes.

Rumours may spread like wildfire on Twitter.  But they are created by MSM.

What’s your opinion?

books, podcast, social media

Google and a little Apple – sms episode #7

Apple and Google

http://www.ustream.tv/recorded/9533542

Last Sunday I had the pleasure of speaking one on one with Saul Colt.   Saul! (say it like it reads!) is a great guy in the marketing and social media community here in Toronto.  He is a highly regarded speaker and somehow the ladies love him.  Which is why I appreciate any time he spends with me.

On the show we spoke about Apple, Google and even one of his favourite books.

After you listen to the show I would love your thoughts on Ping – Apple’s new “social networking” experiment with iTunes.

So you use it?  Have you found it useful?  It is a pure marketing ploy by Apple or are they sincere in wanting to give back to their iTunes community?

Your comments are always welcomed and appreciated.

social media

toronto’s community managers

Sometimes when you’re looking for something and can’t find it you have to create the very thing that you want. I recently asked if there was a list of community managers in Toronto.

I asked this after coming across three pieces of information:

  1. Last week I asked on Twitter who would be considered Toronto’s (the city I presently live in) community manager and was surprised that there were only a few people mentioned.
  2. Over the weekend I read a section in Amber Mac’s book Power Friending (not an affiliate link!) on how to be a community manager.
  3. Jeremiah Owyang defines a community manager as a person within a company, or someone who works for a brand, who works within these 4 (at least) pillars:
  1. community advocacy
  2. brand ambassadorship
  3. online communication
  4. customer service and improvement

So, here is a list of community managers in the Toronto area (not including myself):

  1. Erin Bury
  2. Sheldon Levine
  3. Melissa Smich
  4. Stuart Thursby
  5. Nafi Dhanani
  6. Robb M.
  7. Eric Floresca
  8. Crystal Gibson
  9. Dennis Logan
  10. The Creative Type
  11. Noorin Ladhani
  12. Katharine Foster
  13. Andrew F. Stewart
  14. Mary Pretotto
  15. Naomi Elise
  16. Julie Tyios
  17. Meghan Warby
  18. Gary Hilson
  19. Trina Boos
  20. Melissa Feeney
  21. Parth Shukla
  22. Lindsey McInerney
  23. Hardeep Gosal
  24. Colin Smillie
  25. Jared Golberg
  26. Aerin Guy
  27. Soniya Monga

Obviously, this is an incomplete list.  However, I hope that it is of use to you.  If you think anyone should be included, or even excluded from this list, please feel free to comment below.

Update (9/9/10):

  1. Michael Nus
  2. Sameer Vasta
  3. @kathduffy
  4. Dave Duncan
  5. Mike Mahoney
  6. @alexukie
  7. Carolyn Van
  8. Gloria Chic
  9. @feartheweekend
  10. @hambfeck
  11. Jonathan Sinden
podcast, social media, twitter

sms episode #6

Twitter, Pulse and the Future of Social Media

http://www.ustream.tv/recorded/9236454

This past episode my guests and I had a discussion (among other things) about the future of Twitter.  Ameet said Twitter would last more than 5 years and be around to succeed.  Jeremy thought otherwise and stated that Twitter would not be around in 5 years.

  1. What do you think?
  2. Who’s right and who’s wrong?  Why?

Ameet also introduced us to a project he’s working on called Pulse.

  1. Check out the link.
  2. Where would you like to receive notices from your favourite retailer or service provider?

Thanks for listening, reading and commenting.

podcast, social media

sms episode #5

Hey there!

Recently I’ve started a podcast called SMS: Social Media Show.  You’ve probably seen my copy the posts here on this blog.  Starting with this post, I’m going to mix it up a little. 

Instead of posting the show notes I’m going to post a link to the podcast or Ustream of the episode.  Then, I’m going to ask some questions about some of the topics we’ve been discussing on the show.

I think this is a better idea.  I feel that by stimulating some conversation two things will happen.

First, you will enjoy the show more.  Second, I will be better able to prepare for future shows.

Chatting About Google and Chatroulette:

http://www.ustream.tv/recorded/9235882

Post podcast discussion:

  1. Has anyone used Google Chat to make a phone call? My brother called me and the conversation was clear and not as choppy as Skype.
  2. Speaking of Skype, should they “be afraid”?
  3. Rumour has it that making free call to the US and Canada will continue into the New Year. Given this, is there any reason to have a home phone anymore?  Doesn’t everyone use a mobile phone?

Let’s discuss!

podcast, social media

SMS episode 4

Social Media Show:  San Francisco social media and tech community

http://www.ustream.tv/recorded/9092865

Host

Karim Kanji – Twitter

Guests

Joallore Alon – Twitter

I work in Publishing for a large company. I’m a Social Instigator that will spur conversation at any moment. I like organizing anything that has “TO” in the hashtag 🙂 #RandomTO #RegiftTO

Guy Gal – Twitter


Yes, that’s my real name. Partner at #thebizmedia, we develop video content. Presenting sponsor of #TEDxToronto and The Art of Marketing. Founder of  #agencyball. Serve on the #GEW Advisory Board.

Mark Reale – Twitter

Mark is a partner and Web Developer at BNOTIONS, Co-Founder and Program Coordinator at the Yorkville Media Centre, and Professor at Seneca College in the Media Fundamentals, Independent Photography, and Acting for Camera and Voice programs.

Producer

Stephen Thomas

Episode Description

This Week on SMS: Discussing the Klout/Virgin America Influencer contest, San Francisco trips, and the week’s social events with guests Joallore Alon, Guy Gal and Mark Reale.

http://www.ustream.tv/recorded/9092865


Uncategorized

laughing in the rain

Andy Nulman, the guy in charge of laughter in Canada – he’s actually in charge of the Just for Laughs brand, tweeted this past weekend:

…what do I have to do to make 20,000 stand in the rain for comedy?

Andy was attending a Green Day concert and realized that 20,000 rabid fans were moshing it up in the rain. 

So I thought I’d dedicate this post to Andy.  I hope I can help.  Although I do know that Andy has friends much smarter than I.  So there’s no pressure on me to perform.

First off, I don’t think Green Day ordered rain.  Honestly.  So let’s take rain out of the equation.  The question should be, how do we get 20,000 people to buy tickets to a comedy act/show that will take place outdoors?

Step one.  Hire an act or a number of performers so that selling 20,000 tickets is no problem.  Talent matters.  I’m not a follower of the comedy industry, but I do know that Russell Peters sold out the Air Canada Centre back in 2009.  So find someone who has filled or can fill an arena.

Step two.  Energy.  If Green Day were performing an intimate, unplugged set, maybe their fans would have rebelled and left the show.  No one like’s just standing in the rain.  But singing in the rain and being active can be kinda fun. Especially if it’s summer and a lot of white tops are being worn. You shouldn’t plan for rain but you can at least prepare for it.  Which comedy act get’s people fired up?

Step three.  This is a blog about “marketing in a social age” so here’s a suggestion with this in mind.  Create a collaborative event.  Create an interactive community-driven site where fans can suggest jokes and themes.  Think about a mash-up of Twitter, YouTube and flash mobs.  Allow the talent to participate in this collaboration with their fans.  Can you imagine the electricity in the air as people wait for their “contribution” to be shared?

Andy, these are just some thoughts.  Hope they help at least spark some ingenious ideas on your end.

Anyone else have any other ideas?