English Premier League: The Social Media Season
19/05/2012 by Sam Laird on Mashable
The English Premier League is arguably the world’s most popular sports organization, and this season saw explosive growth off the pitch in the realm of social media.
Manchester City snagged its first English title in 44 years last weekend to cap off another dramatic EPL season. To recap how the league developed digitally this year, Mashable hunted down some stats. We also consulted Sean Walsh, whose blog Digital Football is a leading source on the intersection between English soccer and social media.
“EPL clubs have been criticized in the past for their out-of-date approach to social media in comparison to the youthful and creative tactics employed by U.S. franchises in the NBA and NFL,” Walsh, who’s interviewed the digital directors of several top European clubs over the past year, told Mashable in an email. “But the 2011-2012 season has seen the rise of social media in ‘the beautiful game,’ and Premier League clubs have finally begun to invest in it.”
Walsh says EPL clubs added a total of more than 17 million Facebook fans over the course of the season. In total, the league has almost 60 million Facebook likes — all the more impressive when you consider England’s total population is just over 50 million people.
So far, both the league and its individual teams have a much stronger presence on Facebook than on Twitter, where clubs count a combined following of less than 4.5 million. But the EPL’s presence is growing rapidly on Twitter as well as Facebook — Walsh counts a 126% increase in followers league-wide since last season.
Premier League side Chelsea was also involved in a piece of Twitter history recently. Its win over FC Barcelona in last month’s Champions League semifinal set a Twitter sports record of 13,684 tweets per second, eclipsing the previous record set by the most recent Super Bowl. Chelsea takes on Bayern Munich in the Champions League final this Saturday, so we’ll see if it can make Twitter history again.
Liverpool, meanwhile, became the first Premier League team to promote itself using Pinterest. The team stocked boards with historic photos, fan gear, old uniformas and memorabilia. Pinterest has become one of the newest ways sports teams around the world are seeking to leverage social media.
Among Walsh’s favorite individual digital EPL moments this year: Manchester City launching a YouTube partnership taking steps toward integrating fans’ in-person and social media experiences; Queens Park Rangers owner Tony Fernandes using Twitter to ask fans which players they wanted the club to acquire; and midfielder Joey Barton using promoted tweets to apologize to fans for being thrown out of a match.
How do you think English soccer stacks up to other pro sports in leveraging social media? Let us know in the comments.
As athletes get ready to take the global stage during the London 2012 Olympic Games less than 100 days away, Procter & Gamble has released a new ad praising mothers worldwide. Press play and cue the waterworks.
In three days, the video has received over 700,000+ views on YouTube. P&G, the personal care and cleaning products giant and Olympic partner, released the “Best Job” video in anticipation of the summer games.
The video, directed by Alejandro González Iñárritu, features mothers on four continents in London, Rio de Janeiro, Los Angeles and Beijing. These inspirational women raising their young Olympians are the true champs.
The “Thank You, Mom” campaign is the largest in the company’s 174-year history, according to a P&G press release. It ties in social media and print elements.
On the official “Thank You, Mom” Facebook Page — with over 510,000 likes — the company connects its consumers with posts about its products, Olympics news and athlete updates. There’s also an app within the page where sons and daughters can thank the maternal figures in their lives with a video, pictures or a simple message.
Tell us in the comments if this video made you weep.
YouTube Opens Partner Program to Everyone
by Stan Schroeder on Mashable
YouTube‘s Partner Program, previously opened only to producers of very popular content, is now open to all content creators from the 20 countries where the program is available.
To become a YouTube Partner, you need to enable your YouTube account and successfully monetize at least one of your videos.
YouTube’s guidelines for successful monetization are here, but in a nutshell, your best bet is to create original content while owning all the rights to commercially use all the visuals and audio in your video.
YouTube Partner program is currently available to everyone in these countries: Argentina, Australia, Brazil, Canada, Colombia, Czech Republic, France, Germany, Ireland, Israel, Japan, Mexico, Netherlands, New Zealand, Poland, South Africa, Spain, Sweden, United Kingdom and the United States.
Newcomers to the program won’t immediately enjoy all the perks popular content creators have, such as custom thumbnails and banners. “We are working on making these and other features available to more newly-made partners over time,” says YouTube.
YouTube Lets Partners Make Money from Paid Livestream by Kate Freeman on Mashable
Next time you have guests at your home for a live TV event, you might be streaming it from YouTube. Just don’t expect it to be free.
YouTube announced it would add the option for partners to monetize on YouTube Live, its year-old streaming service, with advertisements or other paid options.
In a blog post, YouTube Partner Product Manager Varun Talwar joked they considered renting a bouncy castle or hiring a magician to celebrate YouTube Live’s first birthday.
“Neither of these seemed just right to celebrate the millions of you who’ve seen live videos,” Talwar wrote, “so we went with our favorite gifts: new features from our tireless engineers.”
YouTube Live lets viewers watch live events, while companies and brands grow their following — and now, make a profit. This means live content will be accessible through a paid livestream option.
“A live event can be claimed in the new video manager like any other video and monetized with in-stream ads or paid options where you can set price by country,” Talwar writes.
You can also preview live events before they actually go live, and view real-time analytics that show at-the-moment viewers according to geography and format.
New Wirecast software lets YouTube partners produce and stream professional-quality live events directly from a desktop. Add files, images and other overlays to enhance the program. For those who are livestreaming enabled, simply download Wirecase for YouTube.
What do you think about this new feature? How much would you pay to watch a big, live television event on YouTube? Tell us in the comments.
110 Trending Topics in 5 Hours: How WWE Wrestlemania Body-Slammed Social Media
by Sam Laird on Mashable
Behind strong pushes on Twitter and YouTube, WWE Wrestlemania XXVIII laid the smack down on social media last weekend, teaching a digital engagement lesson to the sports entertainment world.
The five-hour pay-per-view broadcast at one point had seven of the top nine worldwide trending topics on Twitter. It generated 110 worldwide trends over the show and pre-show’s five hour period, according to Jason Hoch, WWE’s senior vice president of digital.
“We thought the week was a blast, and it was really special to hear from fans over and over just how awesome it was,” Hoch says. “It was really special for us to see fans connecting with our brand in a unique way.”
WWE reps shared a number of other Wrestlemania social stats, exclusive to Mashable:
A partnership with YouTube to deliver Wrestlemania content gained a total of more than 3.9 million views for the week surrounding the event.
Despite being a pay-per-view broadcast, Wrestlemania was TV’s most socially engaged program on April 1, according to Trendrr.
The hashtag #Wrestlemania was mentioned more than 610,000 times on April 1.
The high level of social engagement delivered record traffic to WWE.com, and a 30% increase over traffic during Wrestlemania the year before.
WWE streamed a kick-off press conference a few days before the event on YouTube and WWE.com, as personalities answered questions submitted by fans via Twitter. Stars including The Rock, John Cena and Triple H also posted original webisodes to the YouTube homepage during the week. The Rock and Cena complemented their in-ring bout with a “Twitter Face-off”, in which they got fans to battle for tweet supremacy using the hashtags #Cenation and #TeamBringIt. Mike Tyson served as Wrestlemania’s “social media ambassador,” delivering fans behind-the-scenes access through social networks.
“This isn’t a one-off for us,” Hoch says. “This is just continuing to build on the foundation we’ve created.”
WWE ranks among the sports world’s digital leaders. Its Facebook page boasts more than 8 million fans, which Hoch says trails only the NBA on that network. The @WWE Twitter account has more than 1 million followers, and stars such as Cena and The Rock have become huge online as well.
Hoch believes Wrestlemania’s social success this year will have a ripple effect on other organizations.
“To me, it raises the bar for a lot of other players out there,” he says. “We’ve learned a lot from things like the Super Bowl and Grammys, and I think our holistic approach this year really raised the bar for a lot of organizations. But it’s just the start for us.”
Glad Trash Bags Has a Social Media Campaign, Too
by Todd Wasserman on Mashable
It’s come to this: Even marketers of trash bags have a social media marketing strategy.
One of the top players in the category, Glad, launched a Facebook- and YouTube-based campaign for its Black Bag line on Thursday. The brand, which is owned by Clorox, has typically had a TV-heavy media strategy, but is “exploring the impact of a social campaign,” a rep says.
Reasoning that not many people will talk about trash bags per se, the brand has instead veered the conversation into the craziness of domestic life. Research revealed that families are using the Black Bag, which was designed for outdoor work and moves, for everyday indoor use. The outsize bags are particularly popular with parents with multiple children at home.
Glad has used that insight to anchor a campaign around a fake reality show called The Wild Life that features five wild animals living in one house. The animals — a bear, a chimp, a raccoon, a beaver and a duck — were created through animatronics by puppeteers who worked on Jim Henson’s the Muppets. In addition to the video, there’s an app that will make a short video personalized for you based on your Facebook profile. You can also create your own video — albeit one based on elements chosen by Glad — using the app. In addition, if you “like” the Page, you’ll be entered to win $25,000 in a sweepstakes.
The brand has also enlisted some celebs for the campaign, sort of: Amy Smart, Jesse Eisenberg, Lauren Conrad and Emanuelle Chirqui have donated “the remnants of wild moments” which artist Jason Mecier has used to develop “custom art pieces” that will be auctioned on eBay on the 10 days surrounding Earth Day.
8 Tips To Maximize Your Brand’s YouTube Presence
by Michael Jaindl on Mashable
Michael “MJ” Jaindl is chief client officer at Buddy Media, maker of the social-enterprise software of choice for eight of the top ten advertisers in the world. Visit Buddy Media’s blog for more on social marketing.
Creating an account on YouTube is simple, and building a channel for your brand is quick and easy. But at a time when most brand managers know the potential of this video-hosting medium, it’s not enough to simply have a presence. A brand must stand out to viewers by turning its channel into a destination. Otherwise, it runs the risk of getting lost among the more than 3 billion videos already viewed on YouTube each day.
This is why brands need a YouTube game plan that covers all aspects of the brand channel, including aesthetic, video content, and comment moderation. Below are eight tips for creating such a plan and turning your brand’s YouTube channel into a video hotspot.
1. Create a Schedule
While every brand may not have the resources to churn out new videos every week, laying out a schedule and adhering to it will force you to create fresh content. That will draw people back to the channel, which is what you want. One way to make sure you’re creating regular video content is to develop a recurring series with a theme. This will make it easier to come up with ideas when you are stuck. DirecTV, for instance, has a playlist on their official channel devoted to how-to videos that provide users valuable information on their dish product.
Using an activity calendar like the one shown above, you can remind your social networks about the type of content you’re publishing. You can create one yourself by syncing your YouTube content schedule with your other social networks to map out a strategy for cross-promotion.
2. Keep it Short
YouTube generally caps videos at 15 minutes, but the closer you get to that limit, the less likely you are to keep viewers engaged. Consider that those watching may not have that kind of time. Telling a story in one or two minutes will help ensure that anyone watching sees your entire message. Many brands upload their television ads, which are usually under five minutes, to YouTube. A good example is Acura’s Super Bowl commercial featuring Jerry Seinfeld, which has received more than 18 million views.
3. Promote
One of the great things about YouTube is its sharing functionality. On the other hand, with 48 hours of video being uploaded to YouTube every minute, there is a lot of competition for eyeballs on the site. This is why you must use existing digital assets to promote your channel and its content.
Start by posting your videos across social networks to increase viewership, but remember that this will not necessarily drive traffic. You must also make sure you are posting links to the channel itself and actively encouraging users to subscribe. Earning subscribers will increase the chance that people will see new videos as soon as they log in to the YouTube homepage.
It is also critical to optimize videos by entering a title with targeted keywords, a detailed description (the more the better!), and relevant keywords in the tags field. Filling in the important textual details will make it easier for users to find your videos because Google displays YouTube videos on the first page of search results.
4. Have a Channel Aesthetic
YouTube gives you plenty of options to create a customized appearance for your channel. Make sure you create an aesthetic reflective of your brand’s overall digital presence. To ensure that visitors know they are watching a video coming straight from your organization, use logos and colors they already associate with your brand. In this example, Ford uses a simple design with a header that provides a familiar feeling to those accustomed to seeing Ford’s online presence.
5. Don’t Ignore the Comments Section
There are two separate areas where you need to monitor comments. Users can comment on your channel homepage as well as below individual videos. YouTube administrators have the option to allow all comments, moderate comments before they are approved, or disable all comments. This is the case for both the channel and for individual videos. Additionally, comments can be moderated after the fact, by reporting them as spam or simply removing them from the comments section.
It is important to monitor the chatter on videos and your channel page to make sure you are responding to conversations that warrant a response, as well as moderating inappropriate content that may pop up. Because comments are displayed so prominently, you can’t ignore them. Of course, you shouldn’t delete every negative comment, but you can set standards for deleting comments with foul language or other offensive content.
6. Choose Your Featured Video Wisely
First impressions are everything. So when someone lands on your channel, don’t you want to put your best foot forward? Select a high-quality video that is entertaining, timely, and relevant. Switch the featured video regularly in order to keep your channel fresh and appealing. You also want to make sure your featured video has an eye-catching title that will make people want to watch it.
The homepage for the Under Armour channel has a good example featuring Cam Newton. Notice the starter image that appears beneath the play button. You have the option to change the starter thumbnail within the video’s settings, too.
7. Make Playlists of Related Content
Creating playlists are a great way to help viewers find more relevant content once they are finished watching a video. With the new YouTube layout, brands can place featured playlists front-and-center on the channel page. Within a playlist viewers can easily find related videos and can watch them, one after the next, without needing to manually press the play button. It’s important to make sure your playlists are accurately labeled so that users know exactly what they will find within each one.
8. Pay Attention to Analytics
YouTube provides free analytics for your channel. This means you have access to performance data (views, subscribers); engagement data (likes, comments, shares, etc.); demographic data (location and gender of viewers); and per-video metrics. By reviewing this information you can better gauge how effectively you are utilizing the content on your channel and how you can fine-tune it to create an even better experience for your viewers and subscribers.
Editor’s Note: Ford and Under Armour are clients of the author’s company.
Beatles 2.0? These 15 Fab YouTube Covers Could Have Them Beat [VIDEOS]
By Chris Taylor on Mashable Rumors that the Beatles would reform tantalized music fans for years after the Fab Four’s breakup in 1970. Now get ready for a new round of will-they-or-won’t-they whispers — but this time about the Beatles’ sons forming a band.
James McCartney, son of Paul, told the BBC’s website that he had discussed the idea with Sean Lennon, Dhani Harrison and Zak Starkey, fellow scions of the Beatle lineage. “Sean seemed to be into it, Dhani seemed to be into it,” McCartney said.
While Zak, son of Ringo, didn’t seem to be keen, McCartney added: “I’d be happy to do it … you’ll have to wait and see.”
The BBC reporter suggested the name “Beatles: The Next Generation”, which sounds a little too Star Trek for our tastes. (Beatles 2.0, perhaps?)
If the prospective junior Beatles do decide to come together on stage, they may need to consider the competition. No, not professional Beatlesque bands with big production values, but the thousands of eager amateurs on YouTube.
Engaging, energetic, and surprisingly tuneful, these keepers of the Beatle flame are bringing the band’s music back down to a more human scale. Call it the digital Cavern.
We’ve collected 15 of our favorites. Did we miss any of yours? Let us know in the comments.
From Me To You (Walk off the Earth)
Best known for their single-guitar cover video of "Somebody I Used to Know", Walk off the Earth has a plethora of Beatles tunes in their cover song catalog. Here's one of the Fab Four's early hits.
Ob-La-Di, Ob-La-Da (The Rock & Worship Roadshow)
It's impossible not to smile when singing this White Album classic, especially when you're being followed down a corridor by a hundred of your closest friends making a raucous noise.
I'll Be Back (Julia Nunes)
Best known for playing the ukelele on YouTube, this New York-based singer-songwriter brings the tempo down on this Hard Day's Night cover. Nunes puts a stunning amount of soul into the tune -- and finger-clicking never sounded so good.
While My Guitar Gently Weeps (Jamie Allensworth and Marty Schwartz)
Lovely Pamplemoose-style split-screen video -- with a cameo by C3-PO.
Something (KCLR)
Your first thought: why don't they have any chairs in their kitchen? Your second thought: wow, "Something" really works as a reggae number.
Across The Universe (Austin Criswell)
Yes, we know he looks like the "Numa Numa" guy. But just hold your judgment till you hear Austin's voice. Also, he takes requests.
I Will (Jasminecommercemusic)
Jasmine, full name unknown, gives a spirited rendition of this McCartney ballad for her father on Labor Day, 2008.
Come Together (Sungha Jung)
This Korean guitar prodigy, now aged 15 (but much younger in this vid) gives the Lennon classic the classical guiar treatment. You may not be surprised to learn Jung's videos have more than 425 million views.
Let It Be (Joseph Vincent)
Vincent, famous for his lucrative appearance on the Ellen show, turns his acoustic attention to McCartney's gospel-inspired hit.
Yesterday (Walk off the Earth)
WOTE likes to have fun with their videos -- and this one is no exception. Possibly the most upbeat take on the most recorded song of all time.
This Boy (Andrew Lubman)
Another one of those Pamplemoose-style videos where we see all the parts as they are recorded. Lubman posts Beatles covers under his YouTube handle "AllYouNeedisLub."
I Will (Sara Niemietz & W.G Snuffy Walden)
Another, slower take on the McCartney ballad.
Blackbird (Gianni and Myles)
Gianni Luminati from WOTE and his nephew Myles Erlick -- star of the hit Broadway musical "Billy Elliot" -- perform a quick tribute live in Central Park. Featuring real birdsong and CGI Blackbirds.
I Wanna Hold Your Hand (Natalie Hawkins)
Hawkins treats us to the Beatles' breakout American hit in the style it was performed in the movie Across the Universe.
Beatles Medley (Sungha Jung)
One more performance from Jung. See how many of these hits you can identify.
