With a new football season underway and an eagerly anticipated Premier League campaign due to start this weekend, I’ve been considering my consumption of the global game recently and how it’s changed.  Not just for individuals, but for brands as well.

Everyone knows football is big business with dedicated, die-hard fans.  So social media provides the perfect forum for fans to interact, share their thoughts, keep up to date with their team’s latest gossip and transfer news.  The World Cup was also a ‘first’ for two reasons.  Not only was it the first tournament to be hosted in Africa, it was also dubbed the first ever ‘social media’ World Cup.

Interesting stats courtesy of www.simplyzesty.com back this up too.  Coca Cola’s sponsored hash tag #wc2010 received 86m impressions in 24 hours.  The Vuvuzela iPhone app was number 1 on iTunes in 50 countries in June.  Nike’s World Cup advert received more than 19million views on YouTube.  3,238 tweets per second recorded during the Japan Denmark match (the normal rate is 750).  497,000 ‘Likes’ for the England’s Team Facebook fanpage (seems like too many to me and it’s now more than 550,000?!)

Interestingly, brands who weren’t even ‘official’ sponsors in South Africa this year, maximised their use of online channels for their campaigns.  Nike’s ‘Write the Future’ campaign for example dominated the social media landscape prior to the World Cup.  Nielsen also found that Budweiser, who paid a heavy price for the global sponsorship rights, was trounced by their rival Carlsberg in terms of online chatter volumes.

Everyone, from fans to journalists, used Twitter to experience this tournament, with dedicated World Cup hash tags making commentary easier to source.  Twitter is a serious presence in social commentary, an effective means of gauging response and reaction to cultural events for brands looking for tactical as well as more strategic territories to associate themselves with.  Appreciating how consumers are changing their media behaviour reiterates the value of events like the World Cup.

It’s the brands who take the time to understand this relationship, understand where their fans are talking, that grab the real opportunities to engage with consumers.  More importantly, brands are able to measure engagement providing a compelling case for new forms of marketing and sales promotion.

It seems all football fans need now is an internet connection, or a smartphone and the information is at their fingertips.  The combination of podcasts (Guardian Football weekly), websites (nothing beats BBC Football, Football365), Twitter (some of the biggest official club feeds include Chelsea’s stamfordthelion Liverpool’s LFCTV) and Arsenal’s (arsenaldotcom), live streams over IPTV all prove valuable to brands looking to capitalise on fans’ online presence following their passions for the beautiful game.

However, not everyone will get it right first time.  As Umbro found out trying to run a Foursquare promotion at a Manchester City home game last season, aiming to create a record for the biggest number of people checking in at the same location.  Credit to Umbro for engaging with Foursquare so early on, however uptake was minimal.  More investment in the incentive to check in, free tickets or a replica shirt for example, rather than a t-shirt, could have produced further uptake.

Or was it because there aren’t many football fans using Foursquare yet?  We’ve seen brands succeed at the World Cup so I will be interested to monitor if those using social media tactics to good effect during the 2010/11 season…

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We are in the midst of the 2010 Tour de France and the race has come down to just two riders. Andy Schleck is just eight seconds behind “Berty the Accountant” (Alberto Contador) as Ned Boulting and Matt Rendal call him on their Real Peloton podcasts. It has been an amazing spectacle, cobbles, crashes, tears on the podium, mountains, more crashes, British riders in the mix and millions of Twitter posts.

This year more than ever before we are able to share in all the ups and downs of teams, riders and all other interested parties in diverse ways. Where marketing budgets for teams (marketing tools themselves) are tiny – let’s take the first year British team, Team Sky, as an example – social media has become a cornerstone of its communications plan.

Prior to this year, and it can be seen in Formula One as well, Facebook fan pages and especially Twitter profiles were the preserve of a limited number of tech savvy competitors looking to build their own brand. 2010 however, has seen a holistic approach to social networking as a seriously cost effective channel to fans.

Looking more closely at Team Sky you find the website is supported by a Facebook page, a Twitter profile and a blog (only in name as nowhere to add comment) on the website. Add to this the set of individual rider’s Twitter profiles and the whole story of the team’s race can be gleaned in just a few minutes.

If success is measured in numbers, and it most often is, then Team RadioShack - undoubtedly due to the presence of Lance Armstrong – has the social media yellow jersey. Team Sky do well with over 42,000 fans, while the current yellow jersey wearer’s team has just 2,133 fans. That said the current race leader himself has almost 70,000 followers on Twitter, damn good when he is only following 16.

We are seeing a real revolution in sports marketing. Fans have always been fans, but with social media the ability to get to share in the success and disappointment of your heroes, almost as it happens and directly from them, creates a much stronger bond for that fan with that sports person as a brand.

Having said that, you can get too much of a good thing. At the moment I have to avoid using Twitter for large portions of the afternoon and evening so I don’t see who wins the stage before catching the highlights on TV that evening. But, once the stage is over, I am straight onto TweetDeck to get the inside track on what the riders are saying.  Word of mouth marketing has never had such a perfect case study.

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Taking a look at the evolution of social media as a communications tool over the past year, it is clear that one thing in particular has changed, businesses now take it seriously and include in their communications strategy.

Brands now automatically lose their shine with customers if they do not allow for direct communication between customer and company. This shift in expectation has lead to the growth in the number of managing directors asking where the company’s Twitter feeds, Facebook pages and YouTube channels are and why can’t we have thousands of fans tomorrow?

With a view to providing a glimpse under the hood at some of these changes over the last twelve months, we have put together our Social Media Lens. The document launches today at Marketing Week Live! For your own copy just click here, all we ask are a few details about you.

We have been very lucky to have some of the UK’s leading practitioners in the social media space support us with the production of Social Media Lens; presenting real world examples instead of last year’s theories. The collection of articles provides a unique view on what has changed, what works, what doesn’t and a variety of tips and tricks for getting social media activity up and running.

Articles in the ebook cover a whole raft of different insights, advice, trends, what is new and coming up in social media as well as some secrets from marketing professionals from major brands including: Sony, Paddy Power, Oracle, Santander and more.

Once you have had a chance to take a read do come back and let us know what you think.

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Facebook is a huge success, we all know that. But are major brands being blinded by the sheer volume of people using the channel?

First it was Levis who started using Facebook’s latest “like” functionality to allow people to share the type of jeans they are buying, or wearing. The style of jean would be sent out to all that person’s friends letting them know what jeans that person is likely to be wearing out down the youth club (do these still exist for the Facebook generation?) that evening.

Now, maybe it is just me, but I would take this as a “don’t buy these jeans” alert. The last thing I want to do, and sharing my metrosexual side here, is turn up on a night out with my friends where we are all wearing the same clothes. Maybe it is just a British thing?

The latest of the major global brands to look to Facebook to steal a march on the competition is McDonalds. The social media giant’s highly anticipated location updates, which are just round the corner, look likely to be the cornerstone of a new way for people to interact with the burger giant.

Sorry, but again maybe it is a cultural thing, but to go around sharing with your friends and family that you are in McDonalds again would fill me with dread. It is one location that, no matter how strong a guilty pleasure a quarter pounder with cheese is, I would not want to share across Facebook, not even for 50p off.

Brands such as the two I have singled out above need to be sure to think carefully about how they roll out campaigns internationally. There will always be cultural stereotypes and idiosyncrasies that will make it difficult to ensure a global social media campaign is successful in all countries. Local teams with local knowledge are important in avoiding the brand becoming a local laughing stock. One answer is to create country specific Facebook pages that will enable these individualities to be a positive and not an opportunity to poke fun.

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This ash cloud has been quite a strain, my wife and baby are still stuck in Dubai five days after they were due to fly home. The good thing is that they are staying with friends and have a great support network.

What it has shown me is how great the internet really is. Searching for information on Twitter, airline websites with the latest information (sometimes), news sites with real time video and Skype to stay in touch and more has provided real peace of mind.

Let’s talk specifically about use of social media platforms to help deal with the crisis. Twitter has become the web user’s right hand. The way the platform is set up allows a number of really useful things. You can choose to follow everything from airports to sports personalities, each wrestling with the problem of the lack of air travel in their own way. I have put together a targeted list of some of my key sources for keeping up to date. It just takes a little time to search on the site.

With a mix of journalists and news sites as well as the likes of Jake Humhprey and the Formula1 teams struggling to get home from last weekend’s race in China, there is a lot of information out there to wade through. It gives real world insight into what might work for getting the family home and is building camaraderie online.

The next key feature of Twitter is the hash tag, a really useful way to gather conversations on the same topic together. You just need to make sure that you include the right one. It is also proving a great platform for people to help each other out. The #getmehome tag has been widely used and is enabling people to share rides across Europe. I have even seen organisations and companies – one is a car share organisation called Roadshare – that are using these tags to communicate out their services to people with a specific problem; clever.

What will be interesting is to see if there is any direct increase in Twitter users as a result of this. I wouldn’t be surprised if Twitter does see a European surge on the back of Iceland’s latest contribution to the global economy – I know, an act of God.

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The latest volcanic eruption in Iceland has had a dramatic effect on many more millions of people than could have been imagined. As one person commented on Twitter this morning, interesting to see the hand of God can still command such control over us mere humans – or something like that.

It is a time like this that social media can really help stranded passengers and relatives waiting on news. Yet the airlines seem to be avoiding the channels there right in front of them. British Airways are Tweeting about the state of play and interestingly Heathrow Airport’s Twitter stream is also a good source of what little information there is right now.

How this plays out when there is no actual solution for people who are supposed to be in the air right now or have flights planned for the next few days is going to be interesting. Airlines, probably led by the aviation authorities, need to start managing customer expectations now. They have no control and have to wait on the National Air Traffic Service to open the skies again. Realistically there are unlikely to be flights into the UK in the next 48 hours and then how do the airlines manage the thousands of calls for people trying to get on flights? As I learnt in a previous life, news that there is no news and that the airline is doing all it can to solve passenger problems is better than no news at all.

The Twitter expert probably has a bit of an advantage, staying in touch with things through a series of feeds, managing both their own and their families’ expectations as to when they will be able to fly. Some suggested feeds are:

1. The Met Office – tracking the plume of ash and will provide NATS with the information it uses to decide to open UK airspace again
2. Heathrow Airport – for latest on the status on the ground at the airport
3. Aberdeen Airport – this airport should reopen before any other UK airports, so worth keeping an eye on its feed

Good luck to those trying to fly today and thoughts go out to the Icelanders feeling the full force of the eruption, no casualties reported, which is good news. As always better safe than sorry.

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You might have heard a lot of chatter about real-time search recently, with Facebook buying Friendfeed (a microblogging service with some strong real-time search technology) and Google unveiling Caffeine, a more real-time focused version of its own search technology. Although real-time search is currently more hype than reality, it seems likely we’ll see the technology being used a lot more over the next 12-18 months, so online PR and marketing people should be paying attention.

What is real-time search?

In conventional web search, results are influenced by the authority of a page – well established websites with a high number of links from other trusted sites tend to rank highly. Real-time search is much more focused on what’s hot right now – what are people currently talking about on social media platforms like Twitter and Facebook.

If you searched on the word “Pie” using a conventional search engine, you would expect to see some websites of big pie manufacturers, pie recipes from big cookery sites, the Wikipedia page about pies, and so on.

Real-time search, would be more likely to show you a current news story about the Prime Minister being hit in the face with a custard pie, a popular viral video of puppy stealing a pie, or some reviews of a new American Pie movie -anything related to pies that is currently generating a lot of buzz.

This is all very exciting, so it’s led a few people to declare that old-search is dead and real-time search is the future. This is nonsense. While real-time search is certainly going to get bigger, conventional search isn’t going away – if anything, the two will simply merge to provide blended results of high authority content alongside real-time results.

What does this mean for brands?

We know what we want from conventional search – our clients should be at the top of the page for relevant keywords, and the rest of the page should be filled with authoritative third party recommendations. This is what SEO and online PR is all about.

But what’s the goal with real-time search? If you want to consistently appear at the top of real-time search results, your brand is going to have to consistently be interesting enough to get people talking. This, I would suggest, requires a kick-ass online PR strategy.

What should you do about it?

Brands need to get a lot better at monitoring what’s happening online, to stay informed about what the rising trends are in their key markets and what subjects are generating online buzz. Forget monthly or even weekly reports – too slow, you lose.

Second, reaction times need to improve. If it takes you a week to get anything approved, you’re wasting your time. As real-time search becomes more important, comms teams will need the flexibility to respond to issues quickly, while the public is still interested. When one of those funny complaint letters about your company goes viral, nobody will care that you responded brilliantly if it doesn’t happen until a week or two later.

Take a look at your crisis comms plan and consider updating it for the real-time comms environment.

It’s not just about responding quickly to the bad stuff. Keeping on top of trending topics will help you to spot opportunities for positive conversations that your brand can be a part of, although this doesn’t mean you have to pounce on every new meme and beat it to death with corporate messaging.

The essence of all this is reaction time. If your brand wants to be involved in fast moving online conversations, you will have to find ways of keeping up or risk being left behind.

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You might be aware that Twitter recently updated its terms and conditions, so we thought it was worth highlighting what these changes might mean for brands that use the micro-blogging site.

Advertising

Although no specific announcement has been made regarding advertising, the new terms make it clear that Twitter is seriously considering using adverts to generate revenue. Clearly, this will have an effect on organisations which use Twitter as a PR and marketing channel – the main implication being that they could end up with adverts on their pages that they have absolutely no control over.

We suspect what will happen is that Twitter will roll out advertising at the same time as paid-for ad-free accounts to kill two birds with one stone, since no business would want to allow third party adverts on its page, least of all if it had no say over what those adverts will be.

Content Ownership

Twitter makes it clear that publishers still own the copyright of their tweets, but by publishing them on Twitter they allow the company rights to distribute that content through its websites and API. There’s very little to worry about here, Twitter isn’t about to start doing nasty things with people’s content, since that would immediately scare away all of the business users which are most likely to contribute to its future revenues.

One potential issue in this area is that the content is published to the API which third party developers can then use for any number of things. At the moment there’s nothing bad happening in that space, but it’s worth keeping an open mind about what unscrupulous people might use the content for in future – although it’s safe to assume that Twitter will quickly block access to anybody who’s using the API for illegal/spammy behaviour.

UPDATE: Netimperative reports that Twitter has ruled out introducing advertising this year.

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On the surface, URL shortening services such as http://bit.ly are a great idea, because they can turn long, messy web addresses like this:

http://business.timesonline.co.uk/tol/business/industry_sectors/support_services/article6788774.ece

Into nice tidy addresses like this:

http://bit.ly/g4ol9

This is especially useful for posting to Twitter, since it saves valuable space, but a lot of people have got into the habit of using URL shortening services all the time.

There’s an obvious problem with this from an SEO point of view. For a start, the shortened URL contains no anchor text, and secondly they do not pass on PageRank.  Since these two things are fundamental to Google’s ranking algorithm, any links to your company website that use a URL shortening service are practically worthless in terms of SEO value. They will do nothing to improve your site’s ranking for the relevant keywords.

[EDIT] As pointed out in the comments, it seems bit.ly and other URL shortening services do pass on PageRank (a few of these services do not) but the anchor text issue is still a problem, links without embedded keywords don’t provide much value.

But that’s not all. As the recent closure of http://tr.im has illustrated, sometimes URL shortening services go out of business and that means that all those millions of links on the internet which use that service will suddenly stop working.

So the long and short of it is: for online PR purposes URL shortening services are best avoided where possible, but sometimes they’re necessary, like on Twitter.

Here’s the really interesting bit

But there’s more to this story. They may have certain disadvantages and risks, but as long as Twitter is going strong, it’s fairly certain that bit.ly will be doing quite nicely too (did somebody say buyout?) and that creates an interesting situation.

Twitter is a hotbed of viral activity, with news and trends being retweeted backwards and forwards, spreading across the web faster than ever before. Given that bit.ly is rapidly becoming the de-facto URL shortening service, it is an amazing and unprecedented position in that it has access to a live, detailed view of these trends as they are developing.

Before anybody else knows what’s making an impact on the web on any given day, the people who run bit.ly will already have a clear picture of what people are looking at, what is spreading around the web, and how it’s spreading. If they’re smart, they will already be analysing that in all sorts of clever and interesting ways to figure out how they can extract value from it.

For most web users, bit.ly is just a handy way to make unwieldy URLs a bit more manageable, but for businesses it’s a goldmine of up to the minute data on consumer trends and behaviour, on an amazing scale. I wouldn’t be at all surprised to see bit.ly selling customised dashboards to provide businesses with snapshots of that data in the future.

Twitter’s business model may still be a bit hazy, but it’s certainly created fertile ground for bit.ly to develop into what could be one of the most powerful and valuable business tools on the web.

[UPDATE] It seems tr.im has decided to stick around after all – although the service’s owners have a few things to say about the relationship between Twitter and bit.ly

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Following the release of our Truth about Twitter report recently, we were contacted by Guy Stephens, the Online Help Manager of mobile phone retailer, The Carphone Warehouse, who wanted to highlight some of his company’s experience of using Twitter to support its customer service operation.

Since we’re not planning to produce another Twitter report in the near future, Guy kindly agreed to let us interview him for this blog post. It’s made a lengthy article, but if you’re interpreted in a big brand Twitter case study from the real world, you’ll find plenty of great insight below.

Can you give us an overview of what CPW currently uses Twitter for?

We have various accounts, which are used as follows:

@carphoneware – This profile represents the corporate voice of the company, and is used to tweet company announcements. It employs a formal tone without too much emotion.

@guyatcarphone – This has been the main customer service profile. It uses a personal, friendly tone to respond proactively or reactively to customer complaints and queries. We also use it for customer service alerts, help tips and so forth. I will be moving back to providing help and support to our customers via Twitter.

@becksatcarphone – Becks will be taking over from me to provide customer service. She is our first actual customer service agent to be providing customer service support for our customers. We will be adding more agents in time.

@erkanatcarphone – Erkan will be providing information and answering questions specifically about the iPhone and other handsets we sell.

@stuartcarphone – We use this one specifically for BlackBerry related information

@steveblancpw – Steve is the UK Sales & Customer Director, he’s only recently started using Twitter.

@shaneatcarphone - This is for official PR announcements, daily share prices, etc.

@cpwhelp – Help tips, service announcements. We’re building this one up at present.

@cpw1team – this was set up for a senior managers’ conference held in June. It was the first conference we tweeted and yammered live from. This allowed us to connect with employees, customers and generally anyone interested in getting a live tweetfeed of what was happening at the conference. I think this might have been a first in the UK. We had Charles Dunstone and Andrew Harrison speaking, and we officially tweeted about Vodafone and Carphone Warehouse partnering up again.

What drove the decision to engage with people through Twitter?

We realised that people were seeking out new customer service channels, often using social media to create their own peer-to-peer self help networks. It’s clear that information is decentralising, and as a company the challenge for us was working out how to engage with our customers in this new world.

Companies are being forced to use whichever channels their customers are choosing, rather than continuing to focus on their own websites and call centres. We also saw examples such as  BestBuy, JetBlue, Dell, Zappos, doing great things in this space.

Do you feel Twitter provides any specific advantages over the other channels you use?

From a customer service perspective, Twitter speeds up the identification process of a problem (although not necessarily the resolution of it, just the identification). Once the issue has been identified, then it is resolved using traditional channels such as email or phone.

It also serves as an early warning system. Various issues were higlighted on Twitter 24 hours or so prior to the launch of the iPhone, so we’ll take this lesson and ensure we’ve got the appropriate resources in place ahead of the next big launch.

In terms of customer service channels, emails, phones and letters are the most popular route that customers use to contact us. These are essentially 1-to-1 and private. No one else will see the customer’s enquiry apart from the person who wrote it and the person who reads it. Twitter and social media on the other hand, have completely opened up this world.

They are public mediums, where the resolution of an issue often takes place within a very public and populated arena. An arena in which bystanders are often more than willing to add their own experiences, suggestions and recommendations. This opening up of a historically closed space, is forcing companies to recognise the value of transparency, openness and collaborative working practices with customers firmly at the heart of it.

What are the main challenges you have encountered with Twitter so far?

It’s an evolving medium, so there’s a lot of learning as you go along. Sometimes that doesn’t sit too well with companies, because it opens them up to risk.

In terms of customer service, we’re looking to get our customer service agents directly onto Twitter, dealing with customers directly rather than through me. This is going to be great for customers, but it raises the issue of how scalable the service is.

One of the advantages of Twitter is the speed with which it can help you identify customer service problems. The challenge we face is how can we take the best of Twitter, such as that speed, or any social media platform and apply it to traditional customer service channels.

Moving forwards one of our challenges will be how best to involve all the different parts of the business and employees who want to get involved in this space in a coherent and effective way, not only for themselves, but also for customers. This requires making sure everyone who wants to get involved knows what is required of them, the risks involved, as well as the opportunities that are available.

What was the rationale behind running several different accounts?

We felt it was very important to be specific about how we wanted to use Twitter, rather than have generic jack-of-all-trade accounts.  This might not be the case for smaller companies, but for The Carphone Warehouse it has ensured that in each area we go into, can build up their own personality and characters as they see fit.

We also deliberately had a more formal account for the company which we use for corporate info, announcing our results, etc. To be honest, on one level we probably didn’t think about it too much either, as we were learning as we went along.

Do you have a particular strategy for deciding who to follow?

There’s no overall strategy or hard and fast rules about followers. At the end of the day, I’m probably like anyone else, if they look interesting I’ll follow them. I tend to follow them as an individual (‘me’) rather than someone with their corporate hat on.

I think in both instances it’s more about building up credibility and trust within our customer base, rather than actively seeking followers. I would say that The Carphone Warehouse is still very much operating on Twitter in a somewhat functional way, we have not got to the level of a Frank Eliason at ComCast or Tony Hsieh at Zappos, who operate on a thought leadership level as well.

With the corporate account we deliberately do not follow lots of people as many add no value to the account. Those we do follow are linked to our business in some way such as Robert Stephens (CEO of Geek Squad). Being less ‘personal’ the account benefits from staying lean as far as followers are concerned. Its growth in followers is because people want to follow and it’s growing steadily.

Have you found that using a specific ‘tone of voice’ on Twitter works particularly well?

What you read is what you get, and our tone of voice reflects that; we’re there to help or to provide information. We encourage conversation with our customers and it is important to understand their frustrations or concerns and be open to listening and responding in a timely and efficient manner. In order to do that, our tone of voice has to be more empathetic, open and honest. Whilst our corporate account is more formal, there’s still an element of personality that comes through.

We’re trying to create a sense of ‘freedom within a framework’ for our employees who want to get involved in this space. We can’t stipulate how they should sound or what they should say, that works against the whole idea of social media. There’s room for lots of different opinions but coming from The Carphone Warehouse it would be in our approachable, honest and open tone of voice. Our challenge is to create a framework that allows that to happen.

Do you actively post comments that you want people to retweet?

We do not have an RT policy or guidelines. If you find it interesting and want to RT it, do. If you don’t find it interesting, dont. There’s no doubt that we try to RT colleagues where we can in Geek Squad, Best Buy, TalkTalk etc, but it’s still got to be interesting.

CPW has a quite sophisticated customer service IT system – is the Twitter customer service channel linked to that in any technical way, or are you just managing it personally?

At present, Twitter is not integrated into the business at a systems level. This is coming, and now that we are starting to put our customer service agents onto the front line, we’ll have no option but to find a way to ensure that Twitter is not only seen as a valid customer service channel, but is also integrated more fully into the business. We don’t know what that will look like, but I would imagine within the next 3 months or so, we’ll start seeing Twitter stats appear on weekly reports.

We are also planning to add Twitter and other social media sites such as Digg, StumbledUpon, Delicous to our online help content so that customers can share it if they like it.

What lessons have you learned from your experience with Twitter so far, and what advice would you give to other organisations who have yet to get started with the channel?

• Be specific and clear about how you want to use Twitter. Don’t try to be everything to everyone.

• Just have a go.If you’re feeling a bit nervous,start small, become confident in one area, whether that’s customer service, sales, marketing, PR etc, and then as you become more familiar and confident, grow your offering from there.Then get the directors on boardandusing it.

• Be prepared to change the way you think. It is an open medium that cuts across business units, it forces you to become more transparent in the way you work, and you begin to realise that actually customers can operate quite happily without you. You need to find your rightful place within their social spaces.

• Ultimately, Twitter is just another channel. You’ve still got to understand your customers, how they engage with you, and what motivates them. Once you start understanding that, you can then understand whether Twitter is really for you. Twitter isn’t for every company, so don’t feel the pressure to join if you can’t find value in it.

• If you do decide to join, do it wholeheartedly, embrace the space and the opportunities it offers, and simply keep listening to your customers, they’ll tell you everything you need to know.

• Encourage people to have a go and, if you can, help them to understand how toget thebest out if it. Sharing good content means that youwill attract good followers etc.

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