Tag Archives: Social Media

Instant Social Media – insight into content and community management for brands


April Fool’s Rockstars: Slideshare taps into our Twitter Vanity

Last night, I was quite surprised to receive a message from Slideshare , informing me that one of my uploaded presentations had racked up more than 100,000 views. As much as I want to believe my professional musings and slides rock the world of advertising, I instantly felt something was fishy but couldn’t resist clicking on the link.

The original email read:

Hi tbuesing,
We’ve noticed that your slideshow on SlideShare has been getting a LOT of views in the last 24 hours. Great job … you must be doing something right. ūüėČ
Why don’t you tweet or blog this? Use the hashtag #bestofslideshare so we can track the conversation.
-SlideShare Team

Slideshare RockStar, Twitter God, Social Media Buddha (image by Zen)

Slideshare RockStar, Twitter God, Social Media Buddha (image by Zen)

Sure enough, anyone can be a Rockstar of Powerpoint on April Fool’s Day.¬† The #bestofslideshare search on Twitter revealed that many had taken enough time to¬† “get it” (the joke).¬† Some others stepped straight into the vanity trap and blasted their unexpected fame into the Twittersphere (and still do as I write this). It is a bit like watching people slip on a banana,¬† me, snickering at poor dudes trying to act modest, yet beaming with pride that their “recent trip to Serbia and Montenegro” or “Home Networking 101” had received this gigantic audience boost. But it reveals two basic truths we all know about our social publishing habits.

  1. we do all of this mostly to get attention and kudos, we want to be “Social RockStars” (in our niches)
  2. our cycle of receiving, processing and publishing information has increased to such a pace where some people skip the processing part and just publish

Slideshare has by now received a lot of negative feedback,  Jonathan Boutelle, one of the founders of Slideshare felt obliged to do a Kowtow on his Twitter stream, reading:

“#bestofslideshare Big “sorry, I f*d up” to our wonderful SlideShare community! We love you guys, and we weren’t trying to embarrass anyone.”

In my opinion, the criticism comes from people who have lost their sense of humour somewhere along the race for becoming the umpteenth “social media evangelist”.¬† What’s your verdict?

YouTube Live – 90 minutes of web celebrities

YouTube’s first foray into live entertainment just “aired” and these are a couple of my first impressions and observations (in no particular order).

YouTube Live vloggers/hosts

YouTube Live vloggers/hosts

  1. When you glue together web celebs (or ‘webreblities’ as they seem to be called) it makes for a fairly entertaining format – lots of B-boying and body popping though. I either leaned back during the guests I knew or browsed in parallel for the reference videos of guests I hadn’t seen before.
  2. YouTube avoided Yahoo!s bandwidth choke a month ago and the streaming in high quality went smoothly.
  3. YouTube did a good job in selling themselves as the credible platform for becoming a star out of nowhere. Either through starring, experimenting, mimicking, spoofing, playing the background track to something strange, etc … OK, everybody knew that already but seeing a whole 90 minutes of web-born stars must have given some kids another motivational boost.
  4. When you take some acts out of their living room, you realize they aren’t that interesting, vocally gifted or funny.
  5. Is “Choccolate Rain'”s Tay Zonday the voice of generation V ?
  6. Some of the backstage/offstage footage was a real challenge to watch and definitely took a bit of the fascination out of it. Nothing new for people who have been to TV-recorded gigs. It goes to show that directing 90 minutes of live entertainment with three simultaneous feeds poses the same logistical challenges it did before the interweb.
  7. Nice integration of a live stream from aboard Virgin America, on a plane on its way to the show.
  8. A modern audience seems to be so busy with recording events via mobile phone, they don’t clap or wave their arms anymore. Given that Flip Mino was a main sponsor it was a fitting sight. I couldn’t find links to any ‘audience videos’ that were supposedly uploaded during the event. Reminds me of BeastieBoys’ I Shot That.
  9. Most importantly, there was no interactivity with the web audience that i could see. The usual channel comments or any sort of live stats did not have any influence on the show. There were no live overlays directing users to additional footage/info. I am sure a space YouTube will expand their format into.
YouTube Live VJaying by

YouTube Live VJaying by Mike Relm

The whole show format definitely beat any Australian live show that is on regular TV. If you have seen a re-broadcast or excerpts what are your first thoughts?

JaffeJuice commented on the integration of sponsors, appointment viewing,  catch up in byte-sized clips and most important of all the potential of future interactivity (e.g. integration of live commenting with services like 12seconds.tv).

And this is…like…a YouTube Live response of guest Daxflame …that is … like awesome and uh…he met sooo many friends. And stuff.

Hm, guess this parody is too close to real teenager speak for me.

Top real-time commentary tools: Hacking US election debates

As Sarah and John enter their VP bout of phrases (this Friday, SBS 11am), I collected some examples of online politics with real-time communication. Big events like the US elections or the Super Bowl always raise the bar or set a deadline for which many companies, publishers and advertisers develop new tools. People at the same time are very receptive for changes in the way they consume and interact with media. 

mage by Laughing Squid

image by Laughing Squid


  1. Current.TV¬†is teaming up with¬†Twitter¬†to ‚Äúhack the debates‚ÄĚ, similar to the worm on Australian politics it shows a real-time emotional response. But no point in trying to¬†ban this one¬†as in effect it goes further, by fusing IP-TV with social media commentary. There is a¬†teaser video here. If you are in need of rubbing shoulders with Al G., gatecrash the next¬†live event at their office. While I find the flurry of comments too fast and either inter-related or too random to follow,¬†the political version of Twitter is an interesting stream of semi-private and semi-public polling / chat / discussion / activism.
  2. Twitter is running its solo¬†stream of commentary which social media people like Owyang plug into with a¬†‚Äú#tweetdebate‚ÄĚ (analyzed by him here).
  3. If the questions themselves are irksome to you, lobby and campaign for your own through a tool like Google moderator and make your version bubble to the top,  Town Hall-style and in a similar vein to the YouTube question night
  4. The overlay of social commentary on video is still sort of new-ish, here a funny example in politics of an Obama speech video on TubePopper. Somebody give me the real time version of this (only witty people allowed to use it please!)
  5. More extensive is Ved.io. Their player allows users to insert html, images, comments, dynamic feeds and even  widgets into a stream of video (demo video here).
  6. MSNBC Politics uses the debates to (post-event) split the (from a visual stand point) formulaic format. The resulting smallest components are then made searchable. An automated semantic understanding of that video material in real-time would be the next step (2012: Sarah Palin vs. Hillary Clinton).
  7. Now combine this ongoing stream of mere opinions with something more factual like Google’s InQuotes and CNN’s usual deep data analysis. They already blew me away in 2004, so that night should be a visual feast for data nerds

Voila, any user can turn into a qualified commentator, covering any complex debate like a pro — If they can keep hold of the “nuggets of meaning” in this vast amount of input. Connected with immediate polling it all gives a pretty exciting (or hectic, depending on your point of view) analysis at what matters to people and who scores in politics. What jolly good clairvoyance shown by Monthy Python in their Election Night Special.¬†

And obviously all this generates more than direct political commentary. The amount of data, some of it even geo-location specific (entered via mobile or membership sites), gives an insight into who might be more susceptible to ‚Äúgreen car‚ÄĚ, ‚Äúhome alarm‚ÄĚ or ‚Äúcheap childcare‚ÄĚ advertising. I guess it is not what most people who enter their comments are even aware of.

Stop the Pre! Do the Post! The moderation issue in social media campaigns

This post continues my glance at NAB’s opportunity drawings. Coming from tonight’s Creative Showcase presentation I took home a good dose of moderation-mantra: Stop the Pre! Do the Post! Move your online campaigning from pre- to post-moderation. Amnesia’s Iain McDonald presented Smirnoff Experience’s Secret Party campaign which proves the value of guiding rather than controlling a campaign from within a social network (in this instance a facebook group).

the blog

the blog

Potential party goers went into the group with an expectation of instant interactivity, free commenting and constant replies, and were served accordingly by the brand and their peers. GPS gaming, videos and social interactions were all tightly interwoven. All the while, users were behaving responsibly, and dealing with eachother in appropriate ways. Successful ticket hunters were proudly showing off their trophies and one example of self moderation included the online crowd petitioning ebay to take down (unfair?) party ticket auctions.

showing off the tickets

showing off the tickets

To me the evidence is clear that offering a social group interesting stuff always needs a post moderation approach (of comments, posts, interactions) to be successful. It is something we have approached similarly on Toohey’s For The Love Of Beer campaign.

can has scribble

can has scribble

I reckon it is something that instinctively everyone (even a lawyer) knows: write something, see your own post, respond to banter, pass it on… all of this relies on instant gratification to be rewarding and keep momentum. Users see it happen and work beautifully on most of the web, on a daily basis and especially in social networks. So they don’t tolerate legal bottlenecks and content wormholes. Who would seriously and continuously bother if every contribution goes into moderation first?