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The RAAKonteur #70 – Twitter shocks, and 3 ways brands don't get Twitter


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31 January 2012
10:52
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Burberry king of the luxury brand hill

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This week Burberry celebrated having 10 million Facebook users with a slick video, the first luxury brand to reach that level. Interestingly Burberry never responds to users' comments or joins in conversations on their Facebook page. In most posts they only use images and videos. Past successful campaigns on other platforms like Instagram no doubt played a part in the size and activity of their Facebook page. On that note, Twitter plans to launch its own version of brand pages soon.

3 Lessons on how not to do Twitter

This week the Guardian wrote about a couple, where a husband had lost his job while his wife was pregnant. LA fitness, however, would not relent on their gym membership, the couple were being forced to pay for their full contract. When the masses on Twitter got wind of this, they ganged up in righteous indignation. So lesson one – don't be an arse.

Snickers thought it would be a brillant idea to get pin-up Jordan to Tweet out of character (clever commentary about the GDP of China for example). At some point, she then tweeted that she's eating Snickers, and after that she reverted to type, tweeting trivialities. Besides the fact that Snickers is effectively saying eating their bars makes you a little shallow, there's another problem here. It's so ham-fisted. Lesson two – make sure you are not contrived. Not everyone is stupid.

Then there's Macdonald's who thought it a good idea to create a hashtag #McDStories and ask users for their stories. Are they not aware that very few of the world's chattering classes do not have an opinion about their brand, and that it's almost uniformly negative? And that the chattering and Twittering classes overlap? Lesson three, get a dose of reality. If your product or service is not up to scratch, be wary of social media.

iMatchmakers on the Twittersphere

A fascinating study has shown that bots can help people connect on Twitter, by introducing them to each other. Who knew?

A new business model for PR and fashion

Famous Parisian based PR company KCD is breaking the mold with a digital fashion show service. The invite only service will make life easier, they claim, for time-poor reporters and editors. Live-streamed shows will include runway footage, interviews with designers and cost between $150,000 to $300,000.

Apple's incredible highs, but at what cost?

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This was a week in which Apple destroyed revenue records. It now makes more than 40 times what Facebook makes, and more than 5 times what Google makes (but only a little more than what the world's largest mobile operators make). At the same time, however, many stories surfaced of the often appalling conditions under which workers in China manufacture. As a side note, the rise in revenue is very much due to the iPhone and iPad, while smartphone sales are also soaring in countries like India, where Apple lags behind. But for how long?

Service roundup

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News from the trenches just in. YouTube's reach is now starting to eclipse TV. Spotify is adding 8000 paying subscribers per day, Soundcloud has passed 10 million users, celebrating the fact with a cool web service that allows you to put audio to a slideshow of Instagram pics, called Storywheel. And last but not least we have some demographics data on Pinterest. Its 80% female. No wonder some call it Tumblr for women. Oh, and Tumblr reaches 120 million unique users per month.

Creative of the week – Party

Party is a Japanese creative lab that does all kinds of cool things in all kinds of disciplines. This week they caught people's attention with a music video for the Japanese pop act Androp. Not only is it a nice piece of film-making that taps into the Japanese fascination with toys, but what we found intriguing about it is that they're also experimenting with funding the production. Over the years, budgets for music videos have dropped dramatically, but Party are trying to raise some cash by selling the toys used in the video on Ebay. And they're aiming high: their main character Rocker is yours for a solid $5,000.
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