June 2012


We are all for new ways to use social media to promote your brand and it looks like T-Mobile hit the nail on the head with this one…

T-Mobile launches ‘Twitter race’ as part of rebranding effort

Last month, T-Mobile’s TV-ad spokeswoman ditched pink sundresses for a black-and-pink leather motorcycle suit, to wear while blasting down the highway on a roaring motorbike.

The TV spots are one component of a rebranding effort for the cellular carrier, one that aims to make the company’s service synonymous with blazing-fast mobile data speeds. In early May, T-Mobile launched another portion of that campaign, prompting some of Twitter’s most influential users to race for a free phone.

“We were really looking at transforming a brand,” says Peter DeLuca, senior vice president of brand, advertising, and communications for the company. “We were going to change the impression of what you thought about the brand.”

The brand’s Twitter race certainly had an impact, with about 24,000 tweets over a 15-day period containing the company’s hashtag, #4GTweets.

Influences and influencers

T-Mobile isn’t the first brand to attempt something called a “tweet race.” In early 2011, Mercedes-Benz offered four teams the opportunity to compete in an “Amazing Race”-style dash to Dallas for a free car and Super Bowl tickets. Tweeting was also a component of the competition. T-Mobile eliminated the road-race part of the challenge.

“We landed on Twitter, because we really wanted people’s social graph to decide the race here,’” says Andrew Vitellaro, senior manager of social media for T-Mobile.

In January, the company tested a Twitter race at the CES trade show, and by mid-April, it was preparing its full-on 4G race.

Teaming with social media agency Big Fuel, the company teamed with social-media-ranking firm Klout to contact thousands of Twitter users with high Klout scores.

“We cast a huge, wide net,” Vitellaro says.

About 2,500 high-influence tweeters—whose follower counts extended up into the millions and whose influence extended into some unexpected areas, such as relationship advice—agreed to reach out to their networks about the tweet race, he says.

And they’re off

In the last few days of April, T-Mobile sponsored several stories on Mashable and did some promotion via Thrillist for the race, but most of the interest was driven through Twitter, Vitellaro says. The company posted a tweet about the race in its Twitter feed, including a link to the contest rules and a short YouTube video showing off the hashtag. T-Mobile also paid to make it a promoted tweet.

The race kicked off May 1 and lasted until May 15, going through seven heats over that period. For Twitter users to participate, they had to sign up through a microsite. People who simply tweeted #4GTweets weren’t actually entering to participate in the race.

Using the monitoring tools Mass Relevance and Crimson Hexagon, Big Fuel monitored each entrant’s number of retweets to declare a winner for each heat. Whoever had the most retweets in a given heat got a free HTC One S phone. Tweeters were limited to one tweet during a three-hour heat.

T-Mobile offered users some suggested language for their tweets upon registration, but didn’t auto-tweet messages for them.

As the heats progressed, contestants got more and more acclimated to the competition, Vitellaro says. People who came in second or third one heat figured out ways to build up retweets the next time.

The winners of the seven heats competed for a grand prize of $4,000.

Checkered flag

T-Mobile racked up 91 million impressions with the race, DeLuca says. The brand’s name got 32,000 mentions, 395,000 people visited the microsite, and 3,340 people registered to compete in the race itself.

Over the 15 days, T-Mobile gained 3,100 new Twitter followers , he says.

Vitellaro says the company won 99 percent of the share of voice in the online discussion of the HTC One S; every carrier has its own version of that product. Likewise, the race helped the company’s Klout score shoot above every other mobile phone carrier’s, and it’s still holding strong a month later, he says.

By Matt Wilson | Posted: June 20, 2012

Here is a look at an interesting post by Seth Godin who lists 39 ways to succeed. We agree with #9 the most!

 

You don’t need all of these, and some are mutually exclusive (while others are not). And most don’t work, don’t scale or can’t be arranged:

  1. Be very focused on your goal and work on it daily
  2. Go to college with someone who makes it big and then hires you
  3. Be born with significant and unique talent
  4. Practice every day
  5. Network your way to the top by inviting yourself from one lunch to another, trading favors as you go
  6. Quietly do your job day in and day out until someone notices you and gives you the promotion you deserve
  7. Do the emotional labor of working on things that others fear
  8. Notice things, turn them into insights and then relentlessly turn those insights into projects that resonate
  9. Hire a great PR firm and get a lot of publicity
  10. Work the informational interview angle
  11. Perform outrageous acts and say obnoxious things
  12. Inherit
  13. Redefine your version of success as: whatever I have right now
  14. Flit from project to project until you alight on something that works out very quickly and well
  15. Be the best-looking person in the room
  16. Flirt
  17. Tell stories that people care about and spread
  18. Contribute more than is expected
  19. Give credit to others
  20. Take responsibility
  21. Aggrandize, preferably self
  22. Be a jerk and win through intimidation
  23. Be a doormat and refuse to speak up or stand up
  24. Never hesitate to share a kind word when it’s deserved
  25. Sue people
  26. Treat every gig as an opportunity to create art
  27. Cut corners
  28. Focus on defeating the competition
  29. When dealing with employees, act like Steve. It worked for him, apparently.
  30. Persist, always surviving to ship something tomorrow
  31. When in doubt, throw a tantrum
  32. Have the ability to work harder and more directly than anyone else when the situation demands it
  33. Don’t rock the boat
  34. Rock the boat
  35. Don’t rock the boat, baby
  36. Resort to black hat tactics to get more than your share
  37. Work to pay more taxes
  38. Work to evade taxes
  39. Find typos

Posted by  on June 11, 2012. http://sethgodin.typepad.com/

52 Cool Stats and Facts about Social Media (2012 Edition)

Social media has become a part of our everyday lives and continues to grow with new outlets popping up all the time and attracting instant popularity such as Instagram and Pinterest. This article highlights some interesting facts about social media and may just fascinate you!

Introducing the Free PR Power Hour

One-Hour Teleseminar Call Dedicated to

Solving Your Dilemmas About PR,

Marketing and Social Media

Whether you want to create buzz for an event, organization, product, service or even yourself, this is the call for you.  Don’t know even where to begin with social media to build your business?  Join our Free PR Power Hour call to get answers to your burning PR, marketing and social media questions.

Your PR Power Presenter is Beth McRae, MBA, owner of The McRae Agency since 1995 – clients have included Google, Red Bull, Nextel Communications, Discount Tire, Z Gallerie, Tiffany & Co., CB Commercial, KB Home and many others.

 

She will share the secrets and best practices of the big brands and help you solve your trickiest marketing problems so you can grow your business and make more money!

To ask a question live on the call, please email
info@mcraeagency.com by 5 p.m ET on Monday, June 11.  Limited opportunities to ask questions so get on the list now!

Free PR Power Hour, Tuesday, June 12, 4 p.m. ET
Call-in number:  218-548-9632, enter passcode 19962004

This is your chance to get free expert marketing advice!