The Nominees For Best Social Media Work – The Bees Awards

We have in earlier posts written about The Bees Awards; the first international social media award show. We’re in a collaborative partnership with Bees Awards and are following the competition closely. It’s taking place in San Francisco on November 9 where the winners of 16 different categories will be announced. All marketing and communication professionals have been welcome to submit their work.  And the jury has got plenty of social media work to evaluate – from all continents and 21 countries.

The finalists are now to be shown on The Bees Awards website in the following categories:

  • Best 140 Characters (SMS, Tweet)
  • Best Use of a Micro-Blogging Platform
  • Best Use of a Social Media Platform
  • Best Use of mobile
  • Best Relationship With Bloggers
  • Best Conversation with Customers
  • Best Use of Alternative Tool(s)
  • Best Use of Media Press Room
  • Best Writing
  • Best Art Direction
  • Best Social CRM
  • Best Student Work
  • Best Innovation
  • Best Campaign
  • Agency of the Year
  • Client of the Year

Great brands among the nominees
Among the finalist we find social media work done for large brands like IKEA, Coca Cola and Toyota. We’re not surprised to find The Old Spice Youtube campaign as nominated in two of the categories; Best Writing and Best Campaign. It’s also cool to see that some of the campaigns we have been written about on this blog now are among the finalists, as The Toyota Sienna Hip Hop Family campaign that showed great use of Youtube.

Toyota takes most nominees
Toyota seems to be something of a hot social media client with 8 nominees in 7 categories.  This shows how social media has become a high priority for marketing and branding solutions for some of the world’s greatest brands. Toyota’s Sponsafier campaign has got 4 nominees because of it’s social media success; the campaign engaged thousands of people. It allowed the audience to design their own Toyota car and encourage them to share it to their social networks to get a chance to win nice prices. It’s co-creation and community engagement as it’s best.

As I know that our blog has a lot of readers from Scandinavia, I’m proud to say that some of they great social media work is done here; as the Facebook Showroom campaign for IKEA that we also did a best practice of when it was nominated for the 2010 Golden Egg Award.

Stay tuned to our blog to get updated on The Bees Awards.

Clickbait: Information overload! How can brands cut-through all the noise?

Screen Shot 2016-04-12 at 10.11.34You won’t believe the hidden message in this blog post! Or rather – there isn’t one, I just wanted you to click through and read this. But bear with me – I’m about to suggest something incredibly controversial – a never-heard-before admission by a social agency!*

As much as clickbait is the emotional catnip of our online experience and can drive consistent traffic for publishers like The Daily Mail and Huff Post who churn out multiple stories each day, it’s still hugely annoying to discover you’ve been duped by an over-excited headline promising to give you all the feels. For brands, adopting the same practice can negatively affect perception and ultimately – sales. So how can brands cut through all the sensational copy and deliver successful results without falling prey to creating clickbait themselves? How do they beat them rather than join them?


Platform crackdown

In the early days of social, Facebook optimised content based on engagement, meaning that if users clicked on a piece of content, it received a higher ranking in newsfeeds. In 2014 Facebook took steps to try and crack down on those gaming this ranking using clickbait, and in February this year it introduced an update based not just on what users engaged with in their feed, but what they wanted to see. Facebook’s advice is that Pages should avoid encouraging people to take action (such as encouraging lots of clicks), because this will likely only cause temporary spikes in metrics that might then be rebalanced by feed’s ranking over time – meaning the latest ranking favours content that users naturally engage with rather than content that users click on through coercion.


Last month Instagram followed suit and announced it would alter user’s feeds to optimise the content users “care about the most”, and Twitter has also adopted a similar change (although users can opt-out and revert back to the chronological feed). The changes will hopefully make it harder for clickbaiters to game feeds with meaningless content, but the real aim for the platforms hosting is to surface more engaging content more frequently so users return often and stay longer.


The same goes for brands on social. If the content they produce is consistently engaging, then users will interact more frequently, leading others to discover it through preferred ranking. Ultimately, these new newsfeed algorithms exist to generate more meaningful engagement, driving not just clicks, but conversations via comments, and shares.


Learn and adapt

Meaningful engagement begins with relevant content that creates value for the user and the brand. While an insight-driven content strategy is key to delivering this, brands should also adapt stories and messages based on the emotional needs and behavior of their audience. This is more than just a case of ‘test and learn’ or refining what has already been done. Brands must also evolve their approach in line with new behaviors, platforms, competitors and rankings or risk being left behind by those who do.


A good example of a brand that does this well is Buzzfeed, who’s CEO recently shared their new strategic thinking, revealing how their objective has changed from getting users to click through to their main site to view stories, to allowing content to be consumed directly on other platforms. The new direction was prompted by analysing which content generated clicks and discovering that users prefer to consume some types of content within the platform they are already on. The company also found a discernable difference between user interactions with the same content on different platforms, demonstrating how content demand and consumption vary across sites. What spreads like wildfire on Facebook might fail miserably elsewhere.


Relevance is key

For brands looking to use social content to drive click-through to their site, it’s important to balance the goal of the company (clicks to eyeballs, or conversions to sales, for example) with the desire and behavior of users on different sites, and monitor response over time. Relevance is key to interaction, and brands that think like publishers will know that relevance is an ever-changing chameleon. While users are bombarded with meaningless clickbait, there is ample opportunity for brands to channel the social zeitgeist by delivering valuable content that meets audience needs in the format, time and platform that suits them. If they get this right, they won’t need clickbait.


At Mindjumpers we help companies and brands to think as publishers and provide end-to-end social media management across multiple markets, encompassing full social strategy, planned and reactive content creation, analysis and reporting.


If you’d like to find out more please get in touch.


*Don’t be naughty and scroll to the last paragraph – I’ve hidden the controversial part somewhere to optimize your dwell time in finding it!