Did you catch Honda’s Matthew Broderick-Ferris Bueller Super Bowl commercial? Some people believe Broderick sold out, while others see the commercial as a hilarious update on an iconic movie character. Either way, with more than 3 million views on YouTube in less than 24 hours, Honda has kickstarted the online conversation and sparked early buzz — around the water cooler and the internet.

This is just one way social media is impacting the Super Bowl watching experience. In fact, according to Shiv Singh, global head of digital for Pepsico Beverages, “Social TV is a massive phenomenon and a critical element of our Super Bowl campaigns.” With 60% of Super Bowl watchers expected to have a second screen — smartphone, laptop or tablet — running, advertisers are hoping to cash in on this massive, captivated audience.

What to Watch For

• The Super Bowl itself — for the first time — has taken a proactive approach to social media engagement and monitoring, leading a Forbes columnist to dub this the “Social Bowl.” From a “get connected” card available at the airport, to a 24-hour, 50-person command center, the Super Bowl host committee is going all out, using social media to deliver a better fan experience during the pre-game festivities and the game.
• Is “checking in” going mainstream? Last year, location-based-service Foursquare experienced a record-setting number of check-ins to the world’s largest, virtual Super Bowl party. This year, social TV app GetGlue, a service that encourages “checking in” for entertainment,  has partnered with NBC to create a special Super Bowl-sticker (there’s even a Coming Soon sticker if you check in early).
• Shazam, which began as a “name that tune”-type app, has been downloaded more than 175 million times. And, it seems poised to be the darling app of Super Bowl advertisers. Shazam recently reported that up to a third of all Super Bowl ads will be “shazam-able.” When viewers shazam an ad, they’re directed to a “branded interaction” — presumably some kind of premium mobile content. The company reports Shazam Social TV campaigns “deliver a 350 percent increase in engagement over ads with a social call to action such as ‘Fan us on Facebook’ or ‘Follow us on Twitter.’” (If you  haven’t downloaded Shazam, make sure you get it before Sunday’s game.)
• Coca Cola’s lovable polar bears will watch — and react — to the Super Bowl game and ads in real time. According to Mashable,

“The two animated bears, one sporting a red scarf signaling his support of the New York Giants, the other wearing a blue and grey scarf for the New England Patriots, will be featured in a microsite, CokePolarBowl.com, that will show their reactions to the game. If the Patriots score a touchdown, for instance, the Patriots bear might raise his hands for the touchdown sign, while the Giants bear will hold his head in his hands.”

• But, the big question remains: Which brands will truly embrace the two-way opportunities inherent in social TV by interacting, responding and encouraging conversations from their own social channels during the game? If companies encourage viewers to connect via Facebook and Twitter, I hope the brand’s social media team will interact with people throughout the game, whether it’s about their commercial(s), the game or other related topics.

When it comes to social media and the Super Bowl, what are you most looking forward to? Share your predictions in the comments.
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Continuing the Follow Friday series, today’s post is from Harrison Kratz. Why should you connect with Harrison? I appreciate that he’s a real go-getter and someone who just makes things happen. But, there are lots of young, ambitious people. Harrison stands out to me because he’s not only trying to further his personal career. He’s also trying to help other people grow and improve, whether he’s actively participating in #prstudchat (a Twitter chat and Facebook group connecting students and pros), or taking Tweetdrive national. Connect with Harrison on Twitter and check out his storytelling tools below.

I remember helping my close friend, Kyle Harty, put together his resume and cover letter last year as he was looking for a new opportunity in New York City. We were trying to find the language that would express both his personality and professionalism.

I’ll never forget the line that he wrote in his cover letter: “I have a knack for brevity.” I thought that was the ultimate description of a great social media or community manager, as is Kyle. Having a knack for brevity, though, is not a term reserved for social media managers. It’s for anyone who is able to tell a story using the social and the digital tools many use casually every day.

Journalists, PR professionals, and marketers all benefit from the ability to tell a story, and here are several tools you can use to tell your story with a knack for brevity.

Storify

Storify has been a pretty popular tool for journalists for about a year now and is a phenomenal way to pull content that is shared across the web and put together a beautiful story layout. A lot of digital journalists have used this tool, but I think marketers should start using this app as a way to document their campaign results.

Storify allows you to highlight successes and tell a story out of your efforts. While results are the bottom line, the ability to present them clearly is equally as important.

Instagram

You should know about Instagram by now. In case you don’t, Instagram is now the largest mobile network in the world. It’s not only is a great way to take artistic photos and share them. Plus, brands are starting to use Instagram to tell stories.

Two examples that stick out to me are NBC News and President Obama. NBC News is run by Anthony Quintano, whose personal Instagram account is also a thing of beauty. NBC is constantly taking photos of their news anchors, reporters, and travels — letting followers peak inside their daily life and newsroom. It makes the whole viewing experience that much more enjoyable.

President Obama recently joined Instagram and already has one of the largest and most active followings on the network. Obama now has the ability to visually share a behind-the-scenes look into his re-election campaign with his followers. Obama needs his followers to feel as they’re apart of his journey again and Instagram is a perfect way for him to tell his story.

Pinterest

The new darling of the social media world, Pinterest has exploded. While their growth will be very interesting to watch, Pinterest’s storytelling power is undeniable. By using the pinboards as actual story boards, journalists and brands are able to group together images and findings to illustrate a narrative.

Pinterest’s will always be have a casual, “here’s what I found/love” culture, but that doesn’t mean the abilities to connect and tell a story aren’t there. This platform, along with the others, is proof that pictures are a thousand words, and now we can fit 1,000 words into 140 characters.

What are some of your favorite brands and public figures to follow on these networks?

Harrison Kratz is the Community Manager for MBA@UNC, an online MBA program from the University of North Carolina at Chapel Hill. He sticks to his entrepreneurial roots as the founder of the global social good campaign, Tweet Drive. Feel free to connect with him on Twitter, @KratzPR!

When we work with brands, we typically advise them to focus on mastering a few networks instead of stretching their efforts too thin. This is especially true for organizations that are just getting started with social media, as well as those who need help rebooting their online presence after their initial attempt generated lackluster results. Avoid maintaining an ineffective, overstretched presence on a dozen networks by building a viable network on a few sites first. Then, layer on additional sites that support overall objectives.

But, once you’re ready to expand your company’s online presence, how should you choose the next set of networks?

Modcloth, an online vintage/indy clothing retailer, is on Facebook and Twitter — not surprising, as those are two sites that many brands are flocking to. But, Modcloth is also very interactive on niche networks, including Instagram and Pinterest.

When researching my next Open Forum article on brands turning to niche networks to connect with customers, I interviewed Alicia Barnes, Modcloth’s public relations manager. I wanted to know how they decide which niche sites to participate in. Alicia explained:

“Before we approach a new community, we consider the following questions: Is our target demographic excited by it? Can our content/editorial succeed there? Do we have the capacity for authentic participation?”

That seems like an incredibly logical — and effective — litmus test. But, to provide accurate answers to those questions, you need to conduct a little self-assessment first. Start by answering the following questions:

• Who is your target demographic? (“Everyone” is not an answer. Particularly when considering niche networks, get very specific in understanding your audiences. Specificity is critical.)
• What kind of content does your brand create? Or, what kind of content can you realistically create on a regular basis?
• Will that content resonate within a new network’s ecosystem/culture?
• What does “authentic participation” look like in each network being considered? Does your brand have the time, resources, and ability to participate in that manner?
• What does success on a niche network look like for your company?

Then, follow Modcloth’s lead and use the following questions when considering niche network participation:

• Is our target demographic excited about [network]?
• Can our content succeed on [network]?
• Do we have the capacity for authentic participation in [network]?

Want to learn how brands are going “niche”? Brands share how they use Pinterest, Instagram and Foodspotting in this OpenForum article.

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Tired of seeing your competition being written up in the paper or online news sites? If you’re looking for news coverage in traditional or online media, services like HARO (Help a Reporter) can certainly help; however, to create a sustained, strategic media presence, you need to focus on proactively pitching story ideas, creating news opportunities and offering yourself (or your client) as a resource.

The challenge: Reporters and bloggers are inundated with off-topic pitches, making it increasingly challenging for good PR people with legit story angles to cut through the clutter.

The Geben Communication team focuses much of our effort on developing and implementing media/blogger outreach strategies. Social media is a major asset. Connecting with journalists via social media during the pitching process offers a huge boost. We jokingly refer to it as “Twitter stalking,” but it works.

In this short video, I explain how social media can help PR people land secure media coverage — from building better lists and spotting trends that can turn into news opportunities … to adding a digital twist to “traditional” launches.

Social Media and PR with Geben Communication from On Scene Digital Printing on Vimeo.

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If you can’t see the video, click here to hear my tips. And, feel free to leave your own advice in the comments: How are you using social media to give a boost to your media relations efforts?

Thanks to On Scene Productions for creating this video series.

In social media, we talk a lot about online communities. But, we don’t talk nearly as much about why building, sustaining and leveraging an online community is important to your business. I work with the Columbus Marathon, helping to develop and implement a digital PR and social media strategy. I recently shared the Columbus Marathon case study at a conference. My slides are below. Want to know more about how we helped the marathon increase their online footprint and achieve event registration goals? Feel free to email me at heather@gebencommunication.com.

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From my most recent contribution to Mashable, 7 Ways to Improve Event Planning with Facebook. You can read my past articles here.

“From professional event producers to volunteer committee members, event planners see Facebook as must-have tool in their toolkit. How can Facebook give a boost to your next event? Read on for some tips from the pros.”

PR and event planning often work hand-in hand. The article covers how Facebook can help planners find inspiration, connect committee members and/or attendees, improve vendor research, increase sponsor recognition, and provide real-time event updates and post-event recaps. If event planning is part of your job, go read it and let me know what you think!

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Photo credit to jaycameron via Flickr Creative Commons.

This week, media is offering countless stories to commemorate the 10th anniversary of the Sept. 11 attacks. On Sunday, it’s safe to assume that will kick into high gear.

But, how does that translate to social media? If you manage social channels for a brand — your own or your clients’ — you may face a sticky situation … something that requires a thoughtful, well-intentioned approach.

How should brands acknowledge and/or commemorate 9/11 via social media? This topic was part of this week’s PR 2.0 Chat (#pr20chat on Twitter) discussion, sparking lots of debate. To continue that dialog, let’s think this through …

First, decide if it’s appropriate for your brand to tie itself to the anniversary. Then, ask yourself again if it makes sense. The 9/11 anniversary is a very sensitive subject, so if your brand appears in any way to be leveraging the situation for commercial gain, be prepared for potential backlash.

If you decide to somehow commemorate 9/11 this weekend via a brand’s social media assets, keep this bit of advice in mind, from the wise Justin Goldsborough:

The tough part is that you can’t just look at intentions. You have to judge how actions will be perceived, which really is PR’s job. [paraphrasing this tweet]

If your company has decided it wants to do something to commemorate this weekend’s anniversary, there are a number of options:

• Post a simple message to honor those who lost their lives.
• If someone in your company was directly tied to 9/11 (eg part of the rescue effort) — and if that person is comfortable talking publicly about the subject — share their story via blog or video post. But, be very careful and respectful. Fine to honor the police, firemen and volunteers who helped. Not so fine to shill your services.
• Share links to volunteer opportunities to encourage people to participate in the “National Day of Service” component.

Some other ideas and feedback from #pr20chat participants:

What’s your take? How will your company or clients acknowledge and commemorate 9/11? What do you think is appropriate? What’s not?

What’s your goal when launching a new product?

Making an assumption here, but it’s probably safe to assume that one of the main goals is to disseminate information so it reaches your target markets. For example, when you pitch the media to cover your new product, you’re doing so because you want to let their readers know, right?

Let’s talk about how social media fits into the plan. In the past week, we’ve seen two creative launches/announcements incorporate social elements:

• Hubspot announced its acquisition of oneforty, Inc, via a “tweetable blog post.” oneforty, among other things, is a Twitter app directory, so of course it makes sense that they “twitter-ized” the release. Per the Wall Street Journal: “What made the press announcement different was that it was in the form of a series of about a dozen tweets, complete with handles, hashtags and “tweet this” buttons.”  MY TAKE: Brilliant! I love this. While press releases still have their place, the audience for a release isn’t always strictly traditional media, which means PR people can have a bit more creative freedom. Services like Pitchengine incorporate features to encourage social sharing because it’s all about getting the news in the hands of the right audience. And, if you’re targeting an online crowd, like Hubspot’s audience, then why not look for ways to jazz up a release to amplify the news online? As we help clients with PR for product launches, you can be sure we’ll think about how to incorporate this kind of social sharing into our efforts.
• When the UFC announced a partnership with Fox Sports, they nailed the elements of a social PR launch. From tweeting a teaser and sharing a photo of the press release being distributed … to streaming the press conference on UStream and Facebook — this announcement effectively integrated traditional and digital PR. As Digital Royalty blogged, “Social media has changed the way news breaks around the world. Knowing this, UFC and Fox Sports leveraged real-time conversations when fans were most engaged to increase their social footprint, extend reach of the news and amplify their message around the world. The result: a deeply integrated, syndicated and cross-promotional Social PR win.” MY TAKE: What I love about this is how they added social elements to “traditional” PR tactics. Live-streaming a press conference isn’t new, but streaming it on Facebook adds a twist that brings the information directly to your fan base in real-time. As PR people, we spend countless hours in front of our computers emailing reporters. Why not post a photo of that to give people a behind-the-scenes peak into the action?

The next time you’re developing a product launch or major announcement, review your plan with a social-media lens. Identify additional opportunities to involve social channels to extend the message’s reach among targeted online constituents/communities.

What are some of your favorite examples of social PR launches? Share away in the comments! (And if it’s your own work, feel free to leave a link. A little bragging is a good thing!)

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How often do we see companies leverage social media for generic asks: “Follow us on Twitter,” “Support our cause,” “Like us on Facebook.” But, why? How does having Brand X in my online world benefit me?

One core tenant of effective public relations is storytelling — getting beyond facts and figures to communicate value, impact, need. Social media isn’t just about amassing a large network. Rather, this idea of “humanizing” a brand can spark meaningful action.

Instead of simply asking someone to connect online, organizations should use social media to convey meaning and context. Offer compelling reasons to follow, support, endorse, review, interact or take some other “next step.” As PR pros, that’s where our storytelling instincts should kick in.

Beyond Facebook and Twitter, what storytelling tools are available — and affordable? Here are 30+ of my favorite “Storytelling 2.0″ tools to explore:

Combining Multimedia

• Pitchengine
• Storify

Video

• YouTube
• Vimeo (think interviews with the people impacted by your organization, videos that visually show the impact of your group. Put your journalist hat on and think about how to package a story.)
• UStream (can you live-stream an event or a conference? What about live video chats?)
• Tout (15 second video status updates)

Audio

• Podcasts
• Blog Talk Radio
• Cinch

Mobile Photo-Sharing

• Instagram
• Picplz
• Flickr
• Animoto
• Tweegram (tweets for Instagram)

Citizen Journalism

• CNN iReport
• CBS EyeMobile
• Yahoo You Witness News

Blogging

• Tumblr
• Posterous
• WordPress

Group Texting

• GroupMe
• Beluga (recently acquired by Facebook)

Location-Based Services

• Whrrl
• Foursquare
• Gowalla
• Foodspotting
• Yelp

Some other tools to consider:

• QR Codes
• Slideshare
• Scribd
• Infographics (these are all the rage … for a good reason. Visually appealing, effective method for conveying data.)
• Mobile apps
• Google+
• Email (Seriously … it’s not dead. Don’t overlook it.)

Digital tools offer an array of interactive opportunities to craft and share memorable stories. What are some of your favorite Storytelling 2.0 tools?