Month: November 2013

Best Buy, You’re Gambling with Your Brand. #AskJPM Part Deux

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I recently read a report on All Things D about Best Buy’s Black Friday Twitter/Vine campaign.  According to the report, Best Buy is asking shoppers to film a Vine and submit it through Twitter using the hashtag #VineinLine.  I can already smell the fumes of this risky campaign.  No moderation?  Big brand?  Unhappy customers?  Waiting in the cold to buy a $10 toaster?  Unfortunately, we believe this campaign will accomplish two things: burnt toast AND a burnt brand.

To explain our uneasiness, read our blog post about the JP Morgan Twitter chat fiasco.  I think you’ll get a good idea of where this is going.  Stay tuned for a post toast update. Here’s to hoping the house wins.

-Ramsey

#b2btechmktg Chats Every Thursday at 10am PT / 1pm ET

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Every Thursday on Blyve, we’ll be chatting with B2B marketing experts talking about such topics as content marketing, social media, developer marketing, community management and more.  The genesis of this chat series started from the B2B Tech Marketing LinkedIn Group where I wasn’t finding any real conversation with the over 55K community members. I wanted to have real, authentic conversations with the community and I thought interviewing B2B experts would spark that. Join myself (@djksar) and my brother Ramsey Ksar (@ramseyk), CEO and Chief Product Officer of Blyve, as we interview the experts, learn valuable B2B marketing insights, ask questions and network with each other. Here are the next 3 chats that we hope you will be able to join:

Jennifer GregoryContent Writing Best Practices
Speaker:
Jennifer Gregory, @ByJenGregory
Date:
November 21 at 10am pacific/ 1pm eastern
RSVP/Email Reminder: 
http://bit.ly/b2bcontentwriting
Hashtag: #b2btechmktg

 

Cory Fossum - Fossum Creative5 Tips on Creating  Social Videos
Speaker: Cory Fossum, @coryfossum, Fossum Creative,
Date: 
December 5 at 10am pacific / 1pm eastern
RSVP/Email Reminder: http://bit.ly/b2bsocialvideos
Hashtag: #b2btechmktg

 

2100a3fHow to Engage with Your Developer Community
Speaker:
Erika Balbuena, @ErikaDMSF, Community Engagement Manager, Twilio
Date: December 12 at 10am pacific / 1pm eastern
RSVP/Email Reminder: http://bit.ly/b2bdevcomm
Hashtag: #b2btechmktg

A Few Tips to Prevent Your Twitter Chat from Being #HashJacked

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Last night, the Wall Street Journal posted an article about J.P. Morgan’s Twitter hashtag chat that was cancelled at the last minute. We felt compelled to provide some insight into this ‘learning experience’.

Initially, J.P. Morgan thought it would be a good idea to run a chat with “Jimmy Lee, the vice chairman of the bank and a big-time dealmaker”.  The subject of the conversation was a Q&A session geared towards students interested in investment banking.  Great idea, right?  Unfortunately, the #hashjackers arrived and as you can probably infer from the rather nefarious  term, this isn’t a good thing.

Unfortunately, as it goes with most large brands and popular hashtags, #hashjacking a Twitter chat is now common place.  What is ‘hashjacking’?  To put it simply, a hashtag (which is used as a means to filter Tweets) isn’t private.  It really isn’t “yours”.  It’s public.  Public?  Yep. #yikes.  A hashtag can be used by anyone.  Whether they’re tweeting into your chat, someone else’s chat, or just being a pest, your brand’s Twitter chat has to deal with it.

Why is this happening?  First a brief history lesson. Twitter was built for individuals to communicate via SMS to a small group of people. It was intended, from the ground up, to be a public chat.  It is in this context that Twitter fails for brands.  Twitter never intended their service to be a place where brands can open themselves up to the public for interactive chats (for things such as J.P. Morgan’s Q&A session).  They never built the features required to protect a brand from hashjackers.

Side bar: please know that at Blyve, we’re HUGE fans of Twitter.  Why?  It’s great for one-to-one (brand to consumer) communication, friends to friends chatting, the announcement of new products, special offers, pictures of a new gizmo, etc.

So what happened with the J.P. Morgan chat?  Their hashtag, #AskJPM, was quickly hashjacked by people with a whole bunch of needless and useless Tweets. Here’s a sampling (screenshot):

Screen Shot 2013-11-17 at 2.07.24 PM

Hopefully the screenshot above shows the inherit danger of a Twitter chat. Your hashtags are not safe, curated, or moderated when you host a chat on Twitter. What could have been a great idea turned into one that was a liability for J.P. Morgan and their brand. So, what should they have done? They should have gone ‘Live with Blyve’.

Blyve from it’s early days was built to protect a brand with advanced moderation and curation features in mind.   Blyve was built with  brands and public conversations in mind.  From our our early days, we knew brands would want to blend the magic of social media with brand marketing and that eventually, this would require robust moderation and curation controls. Have you heard the expression ‘large groups never wait in a straight line’?  Me neither.  But it kind of makes sense, right? Have you been to Disneyland on Christmas? Anyway, to paraphrase an old quote from Buzzfeed, “Twitter is like being in a overcrowded bar with everyone shouting and no one being heard.” I don’t know about you but I wouldn’t want to subject my brand to that kind of unmoderated ruckus.

In conclusion, here are a few reasons why anyone looking to host a Q&A session should choose Blyve.

  1. All comments are moderated. Period. With Blyve, all inbound audience messages are put into a pending column from which a moderator can pluck which ones to approve, delete, or reply to.  From here, you can also ban or trust an individual.
  2. Engage with the full richness of Twitter. Blyve allows you to search for any keyword or hashtag, auto-approve specific Twitter users, search for images, filter comments based on certain keywords, and much more. It’s as close to the native Twitter experience as you need to host an effective Q&A/chat session.
  3. Protect the value of your brand. You work hard to build up your brand. Why trust someone else with it? Native to the Blyve experience is not only the ability to moderation and Twitter integration but also the ability for you to host your Q&A session on your own website. Why do that? Your customers will spend more time on your site, be exposed to more of what your brand has to offer, and recommend their friends to experience the same. Oh, there’s also that thing called SEO.
  4. Buh-bye 140 character police. This simply doesn’t exist on Blyve. Once you create your event and embed it into your website, your viewers can join and comment to their hearts content without being hampered by the old SMS restriction of 140 characters.
  5. More engagement and interactivity. Here’s a list of some of the engagement and interactive features you could leverage today if you were to host a proper Q&A session with Blyve.
  • Create polls to engage your audience. This is a great way to see what they’re thinking in the moment
  • Host a panel of trusted contributors to whom you can assign specific audience questions.
  • Embed customized ads or offers to your audience, in case you’re looking to promote/sell an item
  • Save great comments for later if it’s not the right time to respond to a question
  • Have as many co-moderatos as you’d like to curate the best audience comments
  • Customize the design of your event to match your brand identity
  • Ban users who are abusing the intent of the chat
  • Lastly, but definitely not least, if you really miss Twitter, you can still push any comment from within Blyve, with a hashtag, back to Twitter. We’ll even provide a link to your viewers with the location (URL) of your event on your website

Anyway, just a couple thoughts on how your brand and even J.P. Morgan could have saved their great idea from becoming a #BadIdea.

“#Badidea! Back to the drawing board!,” the [J.P. Morgan] spokesman said in an email.  Hey J.P. Morgan social team, don’t fret, you don’t need to re-invent the wheel.  Blyve is here to help.   Cue Superman theme song…

-Ramsey Ksar, CEO and Chief Product Officer

Content Strategy Chat with Kevin Cain from OpenView Venture Partners 11/7 10am PT

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Kevin Cain, Director of Content Marketing at OpenView VenturesJoin on our live chat on Blyve with Kevin Cain, Director of Content Strategy, at OpenView Venture Partners on November 7 at 10am PT / 1pm ET to discuss his recent e-book titled “It Takes a Content Factory”. The e-book is a comprehensive, step-by-step guide to building the content factory your business needs to generate and nurture leads, enable sales, and establish your company as a thought leader.   With expertise in content marketing and corporate communications, Kevin has spent more than a decade working in the financial services and consulting industries and helping expansion-stage technology companies develop their content strategies.

Join us to be apart of the conversation and where we’ll cover the following topics:

  • The importance of content marketing and how the digital customer experience has evolved
  • Best practices in defining your audience
  • Structuring your organization and process to be scalable and effective in producing content
  • Connecting your content strategy to your lead generation process

RSVP to the event on Blyve to receive details on joining the live chat 11/7 at 10am PT / 1pm ET.