marketing

Unibet evolve digital content offering to reach consumers.

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Unibet

Challenging the status quo and evolving with the market – Sponsored Post.

Working in the digital space I’m always on the look-out for content or elements of digital and video content that inspire me in my own projects and that of the clients I’m working with.

One of my eternal frustrations as a digital media specialist is how slow brands are to adopt an audience-centric approach to content and technological trends to meet their business and brand objectives.

For example, as any digitial professional worth his weight in gold will tell you, video content is the way forward to 2016 and beyond. Think about it. Over recent years Facebook have ramped up their platform advertising and prioritized video content in the Facebook algorithm* as a clear assault and attempt to tap into YouTube/Google’s valuable media dollars.

Twitter has now added video to their ad product offering, the invention of Snapchat, Periscope, Meerkat, Vine… it’s all video-focused.

And that’s why you see betting agencies like Unibet and others looking to capitalize on video as an advertising format designed to reach and engage their target audience – play where their consumers are most likely be served content and in a tone they’re like to consume it. Yes, it seems to me that betting agencies are also amongst the most forward-thinking in content design in that they appreciate that in markets like Australia, that one of the best ways to engage with audience members is to play to the Australian sense of humour.

Whether you gamble or not, if you work in the digital space or you have a brand that does, then take note. Video has been (for well over a year now) and the foreseeable future, the way forward. It doesn’t have to cost the earth with some business specializing in digital videos and digital media professionals like myself are striving to make it part of client’s monthly content calendar in order to reach the masses. Not using video content as part of your digital marketing strategy these days is quite simply a gamble! 😉

Who are you using to create your video content in 2016?

*Facebook native videos get twice the views and 7 times the engagement as YouTube video on the platform. Source: SmallBizTrends.com

Article by Dan Wilkinson (Hot & Delicious: Rocks The Planet!).

https://video.unrulymedia.com/app_wrap_general.html?url=https%3A%2F%2Fvideo.unrulymedia.com%2Fwildfire_756127579.js&site_ref=%5BSITE_REF%5D

This post has been presented by Unibet, but all thoughts and opinions are my own.

Hit Hot & Delicious: Rocks The Planet up on social media here:

Twitter@hotndelicious 
Instagram
@hotndelicious
Facebook.com/HotnDelicious

Hot & Delicious YouTube – Ballistyx Snowboard Show, interviews & more.
‘Hot & Delicious: Rocks The Planet’ entertainment, travel, photography & lifestyle blog:

For photography, blog, influencer & social media business enquiries contact: info@hotndelicious.com

Dan Wilkinson is a social media professional who has driven social media for a range of international brands including Cadbury Dairy Milk chocolate, Peroni Italian Beer, Philadelphia Cream Cheese & more and is the founder of entertainment, travel & lifestyle biz, Hot & Delicious: Rocks The Planet.

Contact Hot & Delicious: Rocks The Planet! for all your business or brand social media needs.

Social media strategy, monthly content calendar creation, community management, specialised team/staff social media training, creation of social media systems/ways of working and speaking engagements for your business, brand, conference or event.

As an award-winning, highly experienced social media professional, Dan Wilkinson has worked with a range of international brands, spoken at Social Media Week – Miami and has had two campaigns from the past year now featured as global case studies on both the Twitter Success Stories and Instagram Business Blog for his work at SapientNitro, working with brands such as Cadbury Dairy Milk Chocolate, Philadelphia Cream Cheese, Peroni Italian Beer and more.

Dan recently wrapped up his position as Social Media Lead for SapientNitro in Australiato pursue freelance social media contracts, influencer/public speaking opportunities and further build his own brand, Hot & Delicious: Rocks The Planet.

Tinder App partners with Rock The Vote to drive USA youth market to the polls.

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Welcome to the USA!

Where Tinder is used to drive the young people of America to the polls!

After a 2 week stint in Texas hanging out with friends in Dallas, Houston and soaking up the wonderment that is SXSW, I have touched down in Los Angeles.

Kickin’ it in Burbank for the week, I opened up the Tinder App the other day (for research purposes I swear! 😉) to be quite surprised at what I found; not so much the diversity of people on the app compared to Australia or the volume of stunningly beautiful, single women in the greater Los Angeles area, but that Tinder have partnered with the largest nonprofit and nonpartisan organization in the United States, Rock The Vote, to drive the youth vote for this year’s presidential elections.

Tinder have launched the ‘Swipe the Vote’ video card and utilized the app’s world-renown Swipe Right/Swipe Left method, to deliver a user-friendly experience to educate, influence and drive America’s youth to the polls.

Once the Tinder app user has swiped through ten of the USA’s hottest issues, they are matched with the presidential candidate who best matches their views:

  1. Increase funding for education?
  2. Keep Same-Sex Marriage Legal?
  3. Protect a Woman’s Right to Choose.
  4. Drill for oil and gas in the USA?
  5. Increase the minimum wage?
  6. Abolish the death penalty?
  7. Repeal “ObamaCare?
  8. Legalize Marijuana?
  9. Decrease military spending?
  10. Stricter laws for online piracy?

Despite Rock The Vote being a non-partisan organization, I can definitely see this campaign being of significant benefit to the man I matched with myself. Bernie Sanders!

A solid mechanic and project designed to target the American youth market in an environment that they feel comfortable in, I give Tinder/Rock The Vote 10/10 for delivery.

Makes me wonder if the Australian market will see an similar execution in the not-too-distant future!

Article by Dan Wilkinson (Hot & Delicious: Rocks The Planet!).

Hit Hot & Delicious: Rocks The Planet up on social media here:

Twitter@hotndelicious 
Instagram
@hotndelicious
Facebook.com/HotnDelicious

Hot & Delicious YouTube – Ballistyx Snowboard Show, interviews & more.
‘Hot & Delicious: Rocks The Planet’ entertainment, travel, photography & lifestyle blog:
For photography, blog & social media business enquiries contact: info@hotndelicious.com

Snapshot of the Tinder App campaign partnership with Rock The Vote:


Dan Wilkinson is a social media professional who has driven social media for a range of international brands including Cadbury Dairy Milk chocolate, Peroni Italian Beer, Philadelphia Cream Cheese & more and is the founder of entertainment, travel & lifestyle biz, Hot & Delicious: Rocks The Planet.

Contact Hot & Delicious: Rocks The Planet! for all your business or brand social media needs.

Social media strategy, monthly content calendar creation, community management, specialised team/staff social media training, creation of social media systems/ways of working and speaking engagements for your business, brand, conference or event.

As an award-winning, highly experienced social media professional, Dan Wilkinson has worked with a range of international brands, spoken at Social Media Week – Miami and has had two campaigns from the past year now featured as global case studies on both the Twitter Success Stories and Instagram Business Blog for his work at SapientNitro, working with brands such as Cadbury Dairy Milk Chocolate, Philadelphia Cream Cheese, Peroni Italian Beer and more.

Dan recently wrapped up his position as Social Media Lead for SapientNitro in Australiato pursue freelance social media contracts, influencer/public speaking opportunities and further build his own brand, Hot & Delicious: Rocks The Planet.

Twitter Australia launch exciting brand new Twitter Moments in APAC region!

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Less than an hour ago, Twitter Australia announced the launch of Twitter Moments.

Australia are the first country in the APAC region to be given access to these short-form, still photography, video and copy snapshots in time in News, Sport, Entertainment, Today and Fun.

To use Twitter Moments, simply click on the lightning bolt at the bottom of your smartphone (see image below) and follow breaking news live as events unfold!

 

Written by Dan Wilkinson (founder Hot & Delicious: Rocks The Planet!) @hotndelicious Twitter/Instagram/Facebook/Snapchat

Dan Wilkinson is the founder of travel, entertainment & lifestyle biz/brand, Hot & Delicious: Rocks The Planet and is a social media professional who has driven social media for a range of international brands including Cadbury Dairy Milk chocolate, Peroni Italian Beer, Philadelphia Cream Cheese & more.

Hit Hot & Delicious: Rocks The Planet up on social media here:

Twitter @hotndelicious 
Instagram
 @hotndelicious
Facebook.com/HotnDelicious

Hot & Delicious YouTube – Ballistyx Snowboard Show, interviews & more.
‘Hot & Delicious: Rocks The Planet’ entertainment, travel, photography & lifestyle blog:
For photography, blog & social media business enquiries contact: info@hotndelicious.com
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Hot & Delicious: Rocks The Planet social media success & SlideShare portfolio:
Contact Hot & Delicious: Rocks The Planet! for all your business or brand social media needs.

Social media strategy, monthly content calendar creation, community management, specialised team/staff social media training, creation of social media systems/ways of working and speaking engagements for your business, brand, conference or event.

As an award-winning, highly experienced social media professional, Dan Wilkinson has worked with a range of international brands, spoken at Social Media Week – Miami and has had two campaigns from the past year now featured as global case studies on both the Twitter Success Stories and Instagram Business Blog for his work at SapientNitro, working with brands such as Cadbury Dairy Milk Chocolate, Philadelphia Cream Cheese, Peroni Italian Beer and more.

 

Melbourne, coffee & streetart – why Facebook video is the way forward.

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#Melbourne, #coffee & #streetart by Linchpin Studios
                                       ‘#Melbourne, #coffee & #streetart’ by Linchpin Studios

Melbourne, coffee & street art. Is there anything more iconic to Melbourne life?

And this walking video tour from Flinders St Station through Degraves St and down the graffiti alleys of Melbourne CBD by Linchpin Studios just captures that vibe wonderfully! 

Despite the choice in music selection (apologies Mick! 😜 – that’s just my personal opinion, plenty of others clearly loved it), for me as a social media professional, this kind of creative storytelling is the type of content that as a consumer I crave. The kind of content that cuts through the endless swathe of so-called inspirational quotes on white backgrounds that people carelessly pass off as creative and the millions of self-indulgent selfies that so many of us think that the world wants to see (yes, we’re all guilty of selfies, but I guarantee that you’ll be seeing a lot less of these on our Instagram account moving forward).

And as I advised all of my clients at the end of 2015, with the likes of Facebook, Snapchat, Twitter, Periscope, Vine and more continuing to strive to tap into those valuable Google/YouTube cash money media dollars, video content is going to continue to be prioritised by platforms in the consumer mobile newsfeed and its imperative that even those in small business find a way to execute video as part of their monthly content calendar.

Many of us won’t have considered this, but every single time that you open up the Facebook App on your mobile, there are well over 1500 pieces of content that Facebook are trying to squeeze into your newsfeed and therefore optimising content for the Facebook Newsfeed algorithm and ensuring premium storytelling for the consumer experience is absolutely key.

Case in point. In late January, producer Mick Russell from Linchpin Studios posted this‘#Melbourne, #coffee & #graffiti’ creative video on their business Facebook Page. Less than two weeks later, the video has enjoyed well over 280K+ Video Views, 3.7K Shares, 1200 new Facebook fans and 400+ Comments from around the world. “But what about the Facebook Advertising Spend?” I hear you say… Well. $2 and 9 cents… yep, you heard it…$2.09 and that off only 200 original Facebook fans on their Facebook Page… This shit went viral! Imagine what it would be like with another cheeky $50 media spend behind it… or $100!

By capturing an audience-centric moment in time that so many Melbournites and tourists like you & I experience every single day, Linchpin Studios have tapped into our hearts and minds resulting in wonderful digital traffic for their business through a simple, but inspired piece of creative storytelling. It doesn’t have to cost tens of thousands of dollars. It just has to be well executed and mean something.

Creatives… throw your meme & inspirational template kits in the bin, stop slapping your brand’s logos and text lock-ups over everything immediately and start thinking about how you can start using platform functionality and amazing storytelling through video content to capture our imagination.

We’re ready and waiting!

#Melbourne, #coffee & #streetart by Linchpin Studios

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From storytelling to creative and engaging videos for your brand, contact:
Mick Russell Linchpin Studios on
0428 884 844
—————————-
Dan Wilkinson is a social media professional who has driven social media for a range of international brands including Cadbury Dairy Milk chocolate, Peroni Italian Beer, Philadelphia Cream Cheese & more and is the founder of entertainment, travel & lifestyle biz, Hot & Delicious: Rocks The Planet.

Contact Dan Wilkinson and the Hot & Delicious Group for all your business or brand social media needs.

Social media strategy, monthly content calendar creation, community management, specialised team/staff social media training, creation of social media systems/ways of working and speaking engagements for your business, brand, conference or event.

—————————-

As an award-winning, highly experienced social media professional, Dan Wilkinson has worked with a range of international brands, spoken at Social Media Week – Miami and has had two campaigns from the past year now featured as global case studies on both the Twitter Success Stories and Instagram Business Blog for his work at SapientNitro, working with brands such as Cadbury Dairy Milk Chocolate, Philadelphia Cream Cheese, Peroni Italian Beer and more.

Dan recently wrapped up his position as Social Media Lead for SapientNitro in Australiato pursue freelance social media contracts, influencer/public speaking opportunities and further build his own brand, Hot & Delicious: Rocks The Planet.

 Hit Hot & Delicious: Rocks The Planet up on social media here:

Twitter @hotndelicious 
Instagram
 @hotndelicious
Facebook.com/HotnDelicious

Hot & Delicious YouTube – Ballistyx Snowboard Show, interviews & more.
‘Hot & Delicious: Rocks The Planet’ entertainment, travel, photography & lifestyle blog:
For business enquiries email contact:

YGAP CEO & social entrepreneur Elliot Costello – Driving Innovation through Social Change.

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Hot & Delicious: Rocks The Planet podcast series

Interview #23 – Elliot Costello.

Annnnd I am flying!!!! Just walked out of Feast of Merit in Richmond (Australia) and having one of those moments where it all makes sense… I’ve just punched out a podcast with Australian social entrepreneur, ygap co-founder & CEO, Elliot Costello… wow.. that is the whole reason I do what I do with the Hot & Delicious: Rocks The Planet podcast.

I came across ygap a 3-4 years  when one of my friends introduced me to a gentleman by the name of Alby Tomassi, one of ygap’s founding members, who was looking to bring social media into his business and Hot & Delicious Group ending up driving the social media for a wonderful Melbourne pizzeria and Italian restaurant in St Kilda with the most delicious wood-fire pizzas called The Banff.

I had a wonderful time running The Banff’s social (you can read an article I wrote about it & see a few photos I shot on Broadsheet) and even though I haven’t seen Alby for a while, when I started this podcast I knew I wanted to reach out to him and tell the story of ygap.

Now, for those of you who haven’t heard of ygap before, ygap are an incubator for social change. They are a not-for-profit enterprise focused on locally driven development and their vision is to empower communities disadvantaged by poverty to be self-sustainable – believing that the best ways to answer poverty is by backing and supporting the local people. The ygap program finds and enables impact entrepreneurs in developing countries like Kenya, South Africa, Ghana, Malawi, Rwanda and India, then provides them with accelerator training, connects them with a range of networks and financially supports them to grow and scale the individual’s initiative. It’s all about finding those early stage entrepreneurs -people with big dreams lacking resource, then working with them to bring their concepts to life and empowering them take those ideas to scale. Such a wonderful approach!

The social enterprise initiatives that fund the ygap program and that they pride themselves on, are innovative projects like the 5 cent campaign, Feast of Merit and The Polished Man.

5 cent campaign is a campaign that runs across the month of May – Did you know there are currently $150m in 5coins in Australia that in many real life situations are effectively a useless denomination of currency – parking machines won’t accept them, vending machines won’t accept them, our public transport system ticketing machines won’t accept them… so ygap have been working to put 5 cent coins to good use. Every May they work with a range of partners and ygap ambassadors to raise awareness and encourage Australians to collect their 5 cent coins to help make an impact through social change. So far ygap and the Australian population have collected $7.9m in 5 cent pieces in a few short years, which is mind-blowing and the best part about the campaign [at least until 5 cent pieces become obsolete and we have to switch to a 10 cent campaign (my words not El’s) ] is that it’s the gift that keeps on giving, because every year the coins are set free into circulation again allowing us to begin again every year.

Apart from 5 cent campaign, Elliot and I chat about Feast of Merit, ygap’s restaurant and cafe that serves breakfast, lunch and dinner and is a wholly owned subsidiary of ygap that invests every single dollar  of profit back into social enterprise. We recorded today’s interview upstairs in ygap’s offices and so I had to walk through the Feast of Merit before and after the interviews and wow! What a scene! I’ve put some photos up on the blog as you can see and what a fantastic spot! The decor, menu and vibe are just sublime! Definitely heading back over the next few weeks and by the time I left at 6pm, Feast of Merit was already chockablock with the Thursday dinner crowd.

Now by the time this podcast is live, I believe we’re also going to be the first to announce (if the last few days have gone according to plan for Elliot Costello) the launch of Social Hub, a community driven project created by ygap where not-for-profits and social entrepreneurs can gather, work and utilise the benefits of Social Market Place, a physical space where social entrepreneurs can trial their products on a short-term and rotating basis in Melbourne. One of the toughest things when starting a small business is pulling together funds to survive and being able to surround yourself with people who are in the same path, but a few steps ahead who can provide support, advise and inspiration to keep pushing, so this is a wonderful initiative and in fact, the first of it’s type in Melbourne.

So what started as a volunteer-based organization 7 years ago, ygap has grown from Elliot as it’s first employee 2 years ago to over 40 employees today, so because of it’s scale now, ygap not only drives amazing projects around the world and is a rich source of inspiration as a catalyst for social change globally, but provides young Australians with jobs and guess what… there are more Australian initiatives brewing. So multi-faceted!

And if you want real stories, we also chat about one of their success stories, Lebo, an inspiring lady in north western South Africa who wanted to start a shelter for abused women in a province where 70% of women, yes 70% of women experience domestic violence. As a result of ygap’s spark accelerator program and her own drive and determination, Lebo now works with over 12,000 women in her province with a range of social enterprise businesses. All by empowering someone with a burning desire for change. Just wonderful!

Anyway, let’s jump into the podcast… some fascinating stories and inspiring insight into a young Australian Elliot Costello who has made it his life’s work to make a positive impact on the lives of others and inspire us all to want to be more, to do more…

Enjoy!

Click here for magic in your ears 🙂    

Free Download: Elliot Costello (social entrepreneur & co-founder Ygap) on ‘Hot & Delicious: Rocks The Planet’

Android users – you’ll need to download the free Podcast Republic app then search Hot & Delicious: Rocks The Planet.

Hot & Delicious: Rocks The Planet is weekly podcast where we interview inspiring individuals and successful entrepreneurs from around the planet across a range of industries (incl. music, film/tv, fashion, travel, comedy and more) about what makes them tick as people and drives their hunger for success.

For more on ygap, 5 cent campaign, Feast of Merit and Polished Man head to:

 

Hit us up on social media here:

Twitter @hotndelicious 
Instagram @hotndelicious
Facebook.com/HotnDelicious
Hot & Delicious YouTube – Ballistyx Snowboard Show, interviews & more.

Dan Wilkinson works as a Manager, Marketing Strategy & Analysis – Social Media at SapientNitro Australia and is founder of music industry biz, Hot & Delicious Group.

Steve Vallas – ex-taxi driving lawyer, Businessman, inspiration & digital entrepreneur.

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The Honey Bar's Steve Vallas drops by Hot & Delicious: Rocks The Planet.
The Honey Bar’s Steve Vallas drops by Hot & Delicious: Rocks The Planet.

Hot & Delicious: Rocks The Planet podcast series

Interview #22 – Steve Vallas.

Ex-taxi driving lawyer, businessman & digital entrepreneur, Steve Vallas and I became friends via Twitter.
 
Now my favourite social media platforms at this point in time in 2015 are Instagram and Twitter. Instagram because I’m a photographer and because I don’t really spend much time on content creation tools at work these days, it’s a lovely creative outlet for me and somewhere I can display my artwork. Twitter on the other hand is something different entirely. Out of all the social media tools at my disposal I find Twitter to be the most social.. sure you’re can broadcast through the channel like Facebook or Instagram (and I do), but what I love about Twitter isone-on-one connection it creates between individuals, people, businesses and organizations – me and my friends, me and people I’ve not met or even me and organisations/businesses/bands/artists that I’m keen to reach out to for various reasons like getting them on the podcast, catching up after a gig or even for customer service reasons. 
 
And customer service is actually how Steve Vallas and I met. The first time we sparked up a conversation was via his biz Twitter account @thehoneybar, when I was looking for a place in Melbourne to take our agency peeps out for Friday night drinks. I dropped The Honey Bar a line via Twitter because for me, if a business like @TheHoneyBar or Melbourne transport company @YarraTrams is easy to contact via the internet for quick & easy communications that don’t require a lot of conversation or detail then that’s the preferred method for me. The Honey Bar’s Twitter account is a glowing example of how businesses and brand can utilise social media channels for wonderful customer service and personality at the same time.
Seriously, after the podcast is done go check it out and say g’day.. and it’s a wonderful little bar in South Melbourne too. Tell him Dan sent you 🙂
 
Anyway, soon after our original Twitter chat, I found out that the man was behind the Twitter account was quite involved in the digital and social space and we finally caught up at a Social Media Club Melbourne event a few months back when Nike and 7-Eleven Australia each had their social media manager present to a packed house of social media geeks like myself, who are there for networking and the next generation of community managers who are there to learn and be inspired. Come along next time if you’re keen?
 
So what I can say about Steve Vallas is that he is a man of action. Wait until you hear this podcast… it’s almost like we’re old friends and to use a turn of phrase I’ve heard on Jay Mohr’s Mohr Stories podcasts, we’re new old friends. Sometimes you get in a room with someone you barely know and it just clicks into gear. Steve and I had barely spent 5 minutes chatting in person previously and this podcast sounds like we’ve known each other for years. That’s the power of kindred spirits and surrounding yourself with people who inspire you, no matter what path you’re on.
 
I switch-up the questions and banter a little bit today, as Steve is in fact a regular listener of the podcast and knows a lot of the questions so we had to keep him on his toes 😀 Surprise!
 
We spend a good hour and a half chatting about the challenges Steve’s experienced over the past x number of years with the passing of his sister, his experiences of how differently people treat you as a taxi driver versus being a high-powered litigator, owning your own bar only to have to spend hundreds of thousands of dollars in legal battles before you even start and then open doors when the GFC hits… all the struggles of a true entrepreneur and what’s kept him honest this whole time is unwavering persistence and the ability to keep perspective even in the toughest of times.
 
If you think you’ve got a killer idea, an inkling of talent and harbour some serious ambitions for success and happiness then this podcast episode is for you.
 
Enjoy!

Click here for magic in your ears 🙂    

Free Download: Steve Vallas (ex-taxi driving lawyer, businessman, inspiration & digital entrepreneur) on ‘Hot & Delicious: Rocks The Planet’

Android users – you’ll need to download the free Podcast Republic app then search Hot & Delicious: Rocks The Planet.

Hot & Delicious: Rocks The Planet is weekly podcast where we interview inspiring individuals and successful entrepreneurs from around the planet across a range of industries (incl. music, film/tv, fashion, travel, comedy and more) about what makes them tick as people and drives their hunger for success.

Follow @TheHoneyBar and Steve Vallas on Twitter and let him know what you thought of the podcast.

Hit us up on social media here:

Twitter @hotndelicious 
Instagram @hotndelicious
Facebook.com/HotnDelicious
Hot & Delicious YouTube – Ballistyx Snowboard Show, interviews & more.

Dan Wilkinson works as a Manager, Marketing Strategy & Analysis – Social Media at SapientNitro Australia and is founder of music industry biz, Hot & Delicious Group.

Facebook Mentions – Lighting cigars with wads of brand Benjamins.

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Facebook MentionsWell, hai Faceook.. nice shiny news toys.. Facebook Messenger, Slingshot, Paper, Native Video being optimized and now Facebook Mentions… 

In case you haven’t heard of it, Facebook Creative Labs recently dropped their latest tool, the Facebook Mentions app “makes it easy for public figures to talk with their fans and each other on the go.” Hang on, I hear you say.. that’s what Twitter and Reddit are for.. yes, this is the latest in moves designed to keep social media users within the Facebook family.. buy Instagram, Facebook Paper for news, Slingshot to combat Snapchat, optimizing Native Video to draw advertising $$$ away from YouTube. It all makes sense right? I’m not convinced.

Celebrities, market need and the need for Facebook to have their fingers in every pie.

Now I’m not a celebrity (yet 😉 ), but I’ve been around the music industry for years and for me there’s two types of celebrities.. those who like to be seen schmoozing with other celebrities and sharing it with the world and those that like to be left alone or if connecting with other celebs, are not trapped up in making a big deal about it, so to me Facebook Mentions in it’s current format doesn’t make sense.

And what about Facebook’s perceived need for “world-domination” of all social media tools in the broader social media market?

We live in an ever-evolving technological age where consumers are spoilt for choice and each of us have our own little suite of social platforms that we use in varying frequencies depending on what drives and inspires us as an individual. Like my food and travel destinations I crave choice and variety in my social media; I enjoy Twitter for one-on-one connections with influencers, meeting every-day people I come across in the digital world whom I’ve never met who love similar things to me, friends and making new business contacts, Instagram as a photographer for daily inspiration/sharing and yes, even Pinterest has it’s place to occasionally inspire me and make me laugh when I’m struggling to get the day started and coffee just isn’t cutting the mustard. Like most of us. I want to at least “feel” like I have this choice and while Facebook Creative Labs is a cool initiative in theory, some of those smarts would surely be better utilised in improving Facebook’s user experience, as what Mark Zuckerberg & Co seem to fail to realise is you don’t need to own own every single human connection on social media. Sure, it’d be nice ($$$) and social innovation is certainly key, but you can’t be everything to everyone and when spread yourself thin over a 100 different opportunities invariably you open yourself up to falling flat on your face.

Last year I spoke with one of our top guys in Singapore about his philosophy on innovation and for his own personal development he endeavours to focus on 3 big projects a year and to do them well, nay, absolutely nail them. I come from a similar school of thought. In 2010, I burnt myself out working 12-14 hours a day 6 – 7 days a week managing 3 bands/singer-songwriters, working on a snowboard show on TV, building a business and flying around the country running various events, whilst trying to make ends meet. Now translate this to Facebook. For them it’s burning resource. It’s all very well to want to build creations designed to combat competitors and blow them out of the water with innovation, but creation’s just the first step. Once you’ve spent millions of dollars building a viable platform, to stay current and to continue to evolve, it’s necessary to continue pouring money into projects just to keep them relevant and competitive, which leaves two considerations – (a) The aforementioned market need and (b) Where’s this money coming from for development?

So my Advertising Dollars are funding this?

Yes, now comes the “fun” part. “Where’s the money coming from for your shiny new toys Facebook?” – mutter agencies, brand and marketing teams around the world. And yes, pure and simple. Brands are paying for it.

Working in social media I accept that part of my role is explaining to clients that the natural evolution of successful digital technologies into paid channels is nothing new (e.g. Google) and another reason why each brand’s social strategy should remain platform neutral and be tied to business objectives, rather than specific social platforms. But this? Uh uh.. in it’s current format and in an already saturated social media market I fail to see the necessity of Facebook Mentions and sure if it took off there may well be financial benefits in influencer/brand cross-promotions in the future, but they will be affordable for the few and when life’s already been made more challenging with the “death of Facebook Organic Reach” conversations, this is not helping.

I’ve been sitting here thinking you’ve been making some shrewd moves of late, Facebook, with your finger on the pulse and as always I’m happy to be proved wrong, but I’m concerned that this just smacks of an itchy trigger finger and you’re shooting blanks.

DW

Hot & Delicious Group.. Passion, Creativity & Community

Culture, travel, music, news & sick live photography from around the planet:

Twitter @hotndelicious 
Instagram @hotndelicious
Facebook.com/HotnDelicious
hotndelicious.com

Dan Wilkinson works as a Manager, Marketing Strategy & Analysis – Social Media at SapientNitro Australia and is founder of music industry biz, Hot & Delicious Group.
Dan Wilkinson works as a Manager, Marketing Strategy & Analysis – Social Media at SapientNitro Australia and is founder of music industry biz, Hot & Delicious Group.