Audi’s #CatchtheUnseen Instagram Campaign Encourages People To Explore and Capture Uncommon Places

Audi wanted to encourage people to explore further than ever before. They saw that people on Instagram keep posting the same old photos of the same old boring destinations. With the help of Swedish agency Åkestam Holst, they created a microsite that showed where the most Instagram photos were being taken in Sweden. They then encouraged Instagram users to explore more of the unknown and capture these amazing places using the #Catchtheunseen hashtag.

By uploading a photo with #CatchTheUnseen and @AudiSweden, the algorithm could find the nearest geotagged photo and reveal the distance to it. The winner was the one with the furthest distance.

The campaign was a huge success as it helped Audi reach more than 500,000 Instagram users. The winner captured an amazing photo where the next nearest photo was over 8 miles away. The winner received a brand new Audi Q7.

 

Credits
Agency: Åkestam Holst | Andreas Ullenius – Creative Director | Michal Sitkiewicz – Art Director | Eva Wallmark – Art Director
Rickard Beskow – Copywriter | Tom Hedström – Business Director | Johan Eklund – Producer | Jennie Strinnhed & Mirja Hjelm – Account Manager
Jerker Winter – Planner | Kalle Peterz – Web Developer | Nisse Axman – Motion Director | Eric Karlsson – Motion Designer | Torbjörn Krantz – Graphic Designer

Production companies
Photo & Film – C2 with photographer Petrus Olsson.
Web production – More

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That’s how you use Snapchat

Quest Media

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We are guessing you don’t use Snapchat. Sure, you’ve probably downloaded it; maybe you’ve sent one or two crappy stills to your friends. You think you did everything right, but who knows, because you couldn’t really figure out what Snapchat is supposed to be used for. And so you turned your back on Snapchat. You shrugged and thought, “Well, it’s for those damn Millennials and turned it into a punchline for self-deprecating stories about the limits of your technological savvy.”

Well, here’s the thing: You can use Snapchat—and you’re going to love it.

In fact, your timing couldn’t be better. The company recently announced a slew of new features as part of what it’s calling “Chat 2.0.” The update includes voice chat, video and audio notes, stickers, and a number of changes to the UI. While Snapchat was seen largely as a ephemeral platform for pre-teen communication and raunchy pictures that disappear in seconds, the changes move the company into a much broader competitive space that includes everything from Kik and Whatsapp to Skype and Facetime. In light of the updates, we thought we’d give you rookies—along with our editor—a helpful guide to Snapchat. [Ed.—I don’t know what they’re talking about, I am supercool.]

Warning: Snapchat is one of the most addictive apps out there (as of February, Snapchat users were reportedly watching an estimated 8 billion videos daily) and, from this point on, you may find yourself living life through your iPhone camera.

  • The Setup

We sat down with one of WIRED’s Snap-phobic staffers to show her what all the fuss is about. Was she thrilled? She was not. (“Really, guys?”) She actually seemed really nervous. (“Wait, do I have to pay for this?”) If this happens to you, don’t worry, it’s a natural reaction. Snapchat is indistinguishable from magic, and you’re right to fear it.

First: make sure your Snapchat name is funny. Unlike Instagram, you won’t be able to change your name once it’s set, so choose wisely! (It took our colleague 20 minutes to decide on one—we promised her we wouldn’t share it with you.)

Then, adjust your settings by clicking the ghost on top of your screen, followed by the gear icon on the upper-right corner. This is where you can manage your personal information: who can view your Stories (more on those later), contact you, or find your account using your mobile number. You’ll also want to make sure your filters are turned on in Settings > Manage (more on filters later, too). Got it?

  • Terminology

Snapchat is, at its core, a messaging app—albeit one with its own lingo. Don’t let the vernacular stop you, though; it’s easy.

Snaps: Photos or videos you send to a friend (or multiple friends). A snap is self-destructing; once someone opens it, it disappears.Snapchat-289x514 - 1
Stories: Compilations of Snaps any of your friends can view for up to 24-hours. Your Story is ongoing, so even if one of your Snaps expires, the newer ones are still viewable.
Snap Score: Normal people (including us) seem to have no idea how scores are calculated. According to Snapchat, it’s essentially a combination of the number of Snaps you’ve sent and received, Stories you’ve posted, and other factors.
Snapstreak: If you’ve sent the same friend Snaps for a few consecutive days, you’re on a Snapstreak.
Screenshot: Thought you’d take a picture of a Snap to make it last longer? Busted. A user is notified whenever one of their Snaps is screenshotted—either in a personal snap or in their Story.
Discover: These are channels created by various publishers for a mass audience—ESPN, Food Network, Comedy Central, etc.
Replay: You can replay the last snap you viewed once per day, so use this function wisely. (If you replay someone’s Snap, they’re notified, so keep that in mind before you get stalky.)

 

  • Snapping 101

“I feel like I’m 100 years old. Also, I can barely handle texting.”

Snapchat has three screens: the one it launches to is your camera view. Press the circle on the bottom-middle of your screen once for a photo, or hold it down to record a video (up to 10 seconds). Just like in your phone camera or Instagram, you can switch between the front and rear-facing cameras by clicking the square arrow icon in the top-right corner—or by double-tapping anywhere on the screen.

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(As for the other two screens, the square icon at the bottom left takes you to your direct Snapchat feed, and the bottom-right icon goes to to your Stories screen. If your muscle memory comes courtesy of Tinder, you can also swipe left and right.)

So you’ve taken a Snap. Now, the realfun begins, thanks to a healthy sprinkling of post-processing fairy dust.

Apply a filter: Swipe left to see the different overlays you can place on your image. Some are location-specific: Sitting in the WIRED office in San Francisco, we have a Golden Gate Bridge geofilter, one for the SoMa neighborhood, and more. (To access geofilters, be sure location services is enabled on your phone.) You can even put two filters on a single Snap by selecting an initial filter, holding your finger down, and swiping left or right again with your finger still in place.

Draw, type or add emoji stickers: Create drawings, write text, or add emoji stickers to your Snaps by clicking the T, pencil, or sticker icon in the upper-right corner. You can change the color of your text or pencil with the rainbow spectrum. (Android users have an additional transparent color palette not available on iPhones which we’re a little envious of, TBH.)
Morph yourself with Lenses: Snapchat uses facial recognition software to apply hilarious/horrifying effects to anyone’s face (and sometimes animals). Focus your camera on the face you want to contort, and tap and hold on the face until a spider-web like graphic appears. Now release! Swipe through the different lenses on the bottom of your screen; they can give you everything from a Divine-like makeup job to a dog’s ears and tongue to a giant-eyed ET skull. You can even get a friend involved and swap faces, though we refuse to be held responsible for any nightmares that may cause.

  • New Features

Pictures: Selecting the picture icon above the keyboard allows you to send multiple images to your friends at once.
Audio Call: By tapping the phone icon, your friend will receive a “calling” notification on their device that they can pick up or ignore. You also have the option to leave a voicemail, which is crazy.
Video Call: The video camera icon lets you video-chat with your friend live. It’s like Skype on steroids: Once answered, friends can simultaneously send texts, pictures, and audio messages within the same feed. You can also send 10-second video “bubble” message recordings. Unlike a typical Snap, these bubbles play within your text conversation. To create this type of message, hold down the camera or phone icon above the keyboard to record. When you remove your finger, your recording will automatically send.

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Stickers: The smiley-face icon on the right gives you access to 297 cartoon stickers, ranging from an annoyed SRSLY? cat, to a Do Not Disturb sleeping manatee. When Snapchat purchased Bitstrips last week, we were hoping we’d get some emoji filters on the new update. Nothing yet, but these stickers are a nice appetizer.
Auto-Advance Stories: Each time you finish viewing a Story, the next user’s will now play automatically. Tap to click through, swipe left to skip to the next person, or pull down to exit.

 

 

(source: www.wired.com)

The New Twitter Algorithm: What does that mean for you?

Twitter is on social media platform truly loved by all marketers and one of the primary reasons for this is because Twitter does not make the marketers face the algorithm that Facebook uses.

Twitter has often been compared to a fire horse, blasting a fast stream of unfiltered content, making Twitter almost the opposite of Facebook. A pretty fitting description, if you think about it.

But the  scenario is soon to be changed. Twitter is now confirming that they are beginning the testing stage with a small group of users. A change in their algorithm, a change which has plagued the minds of marketers for a long time. For the looks of things, sooner or later this change is going to happen…

But what does that mean for you?

And what do you need to know, for now?

It is no secret that changes have been happening for a while now. In fall 2014 the coming of a Facebook style curated news feed is was announced.

Twitter’s timeline is organized in reverse chronological order, but this isn’t the most relevant experience for a user. Putting that content in front of the person at that moment in time is a way to organize that content better. ~Twitter CFO Anthony Noto.

In the month of January 2015, Twitter added the “While You Were Away” feature to their timeline. These two changes came about in quick succession.  This feature shows users interesting tweets that they missed while they were off Twitter, a move aimed at encouraging users to return to the service more frequently.

That was followed by the inclusion of “Moments,”. A tab showing tweets which were based on a varied range of topics. The aim of this feature was to put the tweets under sorting categories that users might be interested in. The bottom line…filter the clutter.

While many of the current users may rebel against the idea of moving toward a more Facebook-style algorithm, the company is acknowledging what Facebook and Google have long since known: that users expect the services they use online to know what they want to see.

In a conference call July 2015, cofounder and CEO Jack Dorsey said, “You will see us continue to question our reverse chronological timeline, and all the work it takes to build one by finding and following accounts…Our goal is to show more meaningful Tweets and conversations faster, whether that’s logged in or out of Twitter.”

In its most recent announcement on December 8, 2015, Twitter said that the company has begun testing a new algorithm where tweets will be ordered by relevance rather than reverse chronological order. So it’s happening, but it’s still too soon to know exactly how it will impact businesses.

Let’s admit it, change was Inevitable. Statistics show that Twitter is struggling to draw in new users even after the changes it has made over the last couple of years. Let’s consider some statistics. In between the months of July to September, Twitter grew only by 11%, from 316 million to 320 million. While that may sound like huge growth to come people, it still missed its growth forecasts, and throughout the past year the stock has fallen approximately 32%. Hence, changes and experimentation were inevitable.

What does this mean for us common users?

Companies complain daily about the fact that they spent years (and precious marketing dollars) accumulating fans on Facebook with the assumption that they would be able to freely reach them. With the decline in organic reach, companies now have to pay all over again to distribute content to their audiences. The fear is that the same is going to happen with Twitter, that marketers will be required to pay to reach their communities on Twitter too.

On the other hand, it could mean that if someone on Twitter has liked a tweet from a brand he isn’t following, that the algorithm could show that content to the user anyway. The truth is that it’s too early to tell what the implication will be for marketers.

Till the time Twitter give us clarity on what exactly will be their algorithm the best bet for all marketers is to continue putting out value-based content that is relevant to their target audience.

The brands that will likely suffer the most are the ones who are putting out nonstop promotional content that gets zero engagement. Useful content that the audience wants to see and engage is and always will be the key to Twitter marketing. Communication with the users, humanising the brands, focusing on engagement and content is what will help a marketer be successful on Twitter in both the short and long term.

At least until we have a better idea of what the new algorithm changes will bring.

 

10 Tips To Increase Engagement On Instagram

Instagram – one of the fastest growing platform for businesses to establish a presence, encourage engagement and get more in terms of business. Here are a few points to remember to increase engagement on instagram.

1: Be Square

Instagram is all about good photographs, so the very first step to making you Instagram marketing mores effective is by using high-quality photos. One of the best ways to save time and compose better photos for Instagram is to shoot square photos. Instagram prefers using square images. So save time on cropping your images. Use the preset shoot square setting which is available with most digital cameras and smartphones.

2: Use a Customized Link Shortener to Track Traffic

A smart marketer will alway make sure that more than enough traffic is leading back to their website from their instagram accounts. It is recommended that businesses use a web link shortener, specially for the URL in their Instagram bio.

3: Be Strategic With Your Bio Link

Instagram is fun and spontaneous when it is being used for personal reasons, but if you want to use it as a marketing tool, you have to be a little more calculating with it. Businesses which have or are rocking the instagram sphere plan their posts well in advance. Even small brand or a one-man show can develop a great presence on Instagram. Use the link in the account bio to connect to a landing page that holds the same posts posted on Instagram. This allows leads to be collected.

4: Take Advantage of Trending Hashtags

The hashtag phenomenon has been considered to be one of the most powerful digital marketing tool. Hence, enough emphasis cannot be put on how important hashtags are. Now instagram allows the explore feature to show which hashtags are trending at that point of time. If a trending tag is relevant to the brand, include them in timely posts to aid discovery.

5: Drive Instagram Users Into Your Marketing Funnel

Yes, getting a follow on Instagram is important, but getting the followers to follow the brand, engage and use the brand is far more important than just a follow. To move users further down the funnel, the brand should consider identifying ways to capture a follower’s email contact. One of the best ways to capture a follower’s email is to ask for it. An image with a call to action in both the caption and visual telling users to click the link in your bio to download an ebook or sign up for a newsletter. Once the user takes this action, the brand has the ability to engage with him or her on a one-to-one basis and take the communication to the next level.

6: Mix Videos and Photos

Including videos in addition to photos,can prove to be a master stroke for brands. Considering that a video can generate three times more inbound links than written posts, it’s a valuable tool that can be used to engage fans, grow your following and drive traffic.As marketers, we all know that Instagram is about visual storytelling, but with a video the brands can actually bring their story to life. Videos are fun, shareable and engaging, and with Instagram’s video editing features they’re super-easy to create. Encourage the followers to create their own videos and collect them on the brands page like GoPro does. The key here is to make it about the audience rather than the brand. Humanise the brand, and instant results will follow.

7: Leverage Sponsored Ads

One of the hottest marketing tips for Instagram is to watch for access to the ever-growing paid feature on the platform. Sponsored ads on Instagram are becoming a regular occurrence on people’s timelines, whether it’s one ad or multiple ads using the carousel element. This gives brands a whole new dimension to target their audience. Before, only people following the account would see photo updates, whereas now brands can promote these to anyone within their target audience. Marketers must be ready with content that is both engaging and created with a particular target demographic in mind. You’ll also want to have multiple posts ready to target to different audiences.

8: Direct Users to Your Most Valuable Content

While Instagram now allows advertisers the ability to add clickable links in their carousel posts, URLs still aren’t clickable in photo descriptions. Fortunately, there’s a way to get around this so marketers can direct followers to their most valuable content. Just utilize the link section of your Instagram account’s bio. Users can be directed to a permanent page, such as your website’s homepage or your blog. But an even better option is to link to your most current content, whether that’s an article, blog post or promotion.

9: Use Sponsored Posts

Sponsored posts are one of the best way to increase effectiveness of an Instagram account. Pairing up with large Instagram accounts that are already catering to your demographic makes every kind of sense. It’s the cheapest CPM (cost per thousand impressions) of any ad platform. The fact is there are tens of thousands of Instagram accounts being built solely for the purpose of selling featured shout-outs to companies and brands.

10: Make Graphics Shareworthy

The content a brand shares should be smart, visually pleasing and most importantly in lines with the thought process of the brand.

Conclusion

There’s no better way to step up your business game than to be active on Instagram. The platform is constantly making improvements, so individuals and businesses can get more out of it. Plus, there are tactics, aside from Instagram itself, to increase organization, engagement and visibility. Explore these tools and tips, and see which ones work best for you and your business.

5 tips on how to set up your twitter profile.

Twitter has over 300,000,000 active users and in the United States alone over 88 million people visit Twitter each month. With those kind of numbers, Twitter for business owners locally smells like a lot of opportunity to me.

The awesome thing about Twitter, unlike other social platforms, is the power it gives its users to engage or communicate with an ocean of users even when you have very little followers. All you need to do is find someone you want to interact with, and tweet at them by a @mention or through a Direct Message.

Here are some strategies you can follow as a local business owner.

  1. Twitter Bio

The first thing a potential follower is going to see on you profile is your Twitter bio, hence an interesting bio is a must. Don’t make your bio boring. Stand out and give someone a reason to want to follow you. One of the most eye catching ways is to try and tell a story instead of stuffing  your Twitter bio with keywords associated to your business. A bio does NOT need to have hashtags. In social media terms you look like a ‘Hash-Hole’ by sticking them in your bio and without any rhyme or reason.

  1. Twitter Profile Picture

The very basis of the social media sphere is the idea of creating a platform where people interact with other people. Yes, you are a local business, but your face is a part of the social media community. People don’t care about a fancy logo that you spent hours creating. People like to do business with people they know, like and trust.

  1. Twitter Cover Photo

Information is key. Your Twitter cover photo should be a clear picture that represents your business. If you have a team of employees, have them featured on the cover image to let people know who they are communicating with. One intelligent thing to do is to include your company contact information on the cover to make it easier for your followers or prospective followers to have easy access to your contact details.

  1. Location, Location, Location

There are 2 important reasons for filling out the geographic location in your Twitter profile. First of all, the reason you want to do this is for better search results for your page. The second reason to do this is that when you have time and you’re on Twitter you can just click your location if Twitter identifies it and you’ll see all tweets going on locally in your geographic area. This is HUGE and such an amazing opportunity for you as a local business owner to jump in and have a discussion if relevant.

  1. Twitter Pinned Tweet

You should have the 1 tweet you want everyone to look at pinned to the top of your Twitter profile. When people visit your profile they look at your Twitter bio, your profile picture, your cover photo, location and then they start looking at your Tweets. You have the power to show them what you want them to see first, so make it something smart and eye catching. Be creative and test different pinned tweets regularly. This will probably be one of your most retweeted tweets and you can change it as often as you like.

You are set to take on the social media world. Happy tweeting.

 

Why Digital Marketing is better than Conventional Marketing?

The world of social media is having a significant impact on how we act as consumers and how we do business. So it could be fair to say that any business that does not adapt to the new era of marketing and communications is in danger of losing out.  However, whilst I am passionate about all things digital I suggest you don’t blinker your vision and miss out on any traditional media that your customers and prospects use and what currently works.  It could be that a blended strategy of traditional and digital marketing can still yield returns for your business.

Here is how I see the 10 benefits of Digital Marketing v. Traditional Marketing:

1. Level playing field:  Any business can compete with any competitor regardless of size with a solid digital marketing strategy.  Traditionally a smaller retailer would struggle to match the finesse of the fixtures and fittings of its larger competitors.  Online, a crisp well thought out site with a smooth customer journey and fantastic service is king – not size.

2. Reduced cost: Your business can develop its online marketing strategy for very little cost and can potentially replace costly advertising channels such as Yellow Pages, television, radio and magazine.

3. Simple to measure: Unlike traditional methods you can see in real time what is or is not working for your business online and you can adapt very quickly to improve your results.  For measuring traffic to your site you can use Google Analytics to measure specific goals you want to achieve for your website or blog and most packaged email marketing solutions provide good insight into how many people are opening, reading and converting from your emails.

4. Real time results: you don’t have to wait weeks for a boost to your business like you would have to waiting for a fax or form to be returned.  You can see the numbers of visitors to your site and its subscribers increase, peak trading times, conversion rates and much more at the touch of a button.

5. Refinement of your strategy:   Basically anything that you capture in your customer journey can be reported on and honed for greater success at the fraction of the cost of traditional marketing.  After all, how annoying is it to get a couple of forms returned from a mailshot.  Marketing online enables you to refine your strategy at any point in time and see any improvements or opportunities for further refinement almost instantaneously.

6. Brand Development: A well maintained website with quality content targeting the needs and adding value to your target audience can provide significant value and lead generation opportunities.  The same can be said for utilising social media channels and personalised email marketing.

7. Far greater exposure: your business can be seen anywhere in the world from one marketing campaign, the cost to do this using traditional methods would be considerable.  Plus once you have optimised the key word search content in your website you should see a long-term return on your investment and will be fairly low cost to maintain your ranking.

8. Viral: how often do your sales flyers get passed around instantly by your customers and prospects?  Online, using social media share buttons on your website, email and social media channels enables your message to be shared incredibly quickly, just look how effective it is for sharing breaking news.  If you consider the average facebook user has 190 friends of which an average of 12% see their liked posts – your one message has actually been seen by 15 new prospects, now imagine a number of them also like and share your message and their friends do the same?  Mind blowing isn’t it.  However a word of caution, bad news can travel much quicker so make sure you have a risk management strategy to tackle negative press as soon as it is circulated.

9. Not Intrusive: I know most people hate receiving sales mailshots or phone calls at inconvenient times on stuff that they have little interest in.  Online people get the choice to opt in or out of communications and often it is relevant because they were the ones searching for it in the first place.  Also, have you ever got frustrated receiving a regular email on a topic that interests and adds value to you?  Nor me so don’t underestimate the power of market segmentation and tailored marketing.

10. Greater engagement: With digital marketing you can encourage your prospects, clients and followers to take action, visit your website, read about your products and services, rate them, buy them and provide feedback which is visible to your market.   So it doesn’t take long for good publicity to enhance the prospects of your business.

I would be keen to hear your views and online marketing challenges, perhaps I can provide some ideas in my next blog post.

Happy Digital Marketing!