Category: Social media

Costumes, contests, and controversy

Posted on by Emilie Buckman

With Halloween this weekend and my childish affection for it, I’ve become obsessed with finding a unique and creative costume. I have never been into buying a store bought costume, especially since choices for women generally range from tacky to distasteful. But this year I am at a loss for ideas and I blame it entirely on American Apparel not holding their annual online costume competition.  For the last few years they had customers submit their costumes and share what pieces they used from American Apparel collection. Normally, I sift through the submissions and leech off the creativity of others for my costume! (They do have costumes ideas on their website, but they aren’t user submitted and they aren’t nearly as interesting.)

Now, my feelings toward America Apparel are conflicted. I mean, their products are made in the USA, they are environmentally conscious and they offer 30 different color options for V-neck shirts, which is all good in my opinion.  But their ads are borderline obscene and their sizing is more appropriate for children than their adult customers.

Despite all of this, the one thing I was never conflicted towards American Apparel was Halloween. With all the color options in basic individual pieces, it is ideal for building your own costume.  And as an advertising tool, I think it’s pretty amazing.  With all social media has to offer a company, it doesn’t have the same impact if fans aren’t willing to engage.  Just by using their website, they were able to engage and interact with minimal effort or a formal social media outlet.

While it’s completely an assumption, I feel they opted out of the contest this year after their disastrous plus-size model contest.  If I am correct, then it’s sad.  By trying so hard to be provocative, they are missing opportunities to change their image and connect with customers. Making the brand more about the creative people, like those who post their Halloween creations, I think it could do wonders for their public image. But who knows, maybe I’m just bitter I don’t have a cool idea for a Halloween costume!

Generation Y ≠ social media expert?

Posted on by Brian Lee

They practically fit together-youth and social media. As a part of Generation Y, I am suppose to be the expert when it comes to Facebook, Twitter, foursquare, etc., and the older generations are lightyears behind me, right?

Not so fast. After a recent Google video chat with a fellow Generation Y friend, she shamefully admitted that Twitter intimidates her! (And her work relies on social media, gasp!) Although she has made a Twitter account, the thought of just now starting something that she is assumed to be an expert in, is frightening, and she is dumbfounded on how to begin.

The secret is out- many of us Generation Ys are not as “social media savvy” as people assume! Continuing my “research,” I discovered many Gen Y people I know haven’t ventured beyond Facebook. They may have a Twitter account, but just don’t know how to begin using it.

Of course there is a great deal of social media savvy 20-year-olds, but the idea that all of us are experts, and that we’re on every social media site from foursquare to Stumbleupon, is simply not accurate. Plus, there is a major difference between knowing how to use a particular social media account for personal reasons compared to business (e.g. promotional) reasons.

For those of you who are not as social media savvy as you’d like, Google “how to use Twitter,” and you’ll find a million hits. Or, try this particular article that is very helpful in giving you that push you need to become the expert you are expected to be!

http://www.business2community.com/twitter/how-i-am-using-twitter-%E2%80%93-by-a-relatively-experienced-twitterer-058703

How to use SCVNGR to connect with customers

Posted on by Brian Lee

Foursquare is still one of the most popular location-based social media tools based on number of users, but restaurant/bar owners also should consider adding the relatively new program SCVNGR to their arsenal. Like foursquare, SCVNGR users check in to your venue using their smartphone and can let their friends and Facebook/Twitter feeds know. However, the main difference is that users take part in challenges to earn points and gain badges and/or rewards from the restaurant/bar.

These challenges including taking a photo of something in the restaurant/bar or finding a particular item on the menu. This adds a great level of interaction between you and your customers.

As the restaurant/bar manager or owner, you can claim your virtual business at http://scvngr.com/builder. The lowest package, which allows you to create up to five game elements, is free, but more elements will cost you between $80-$1,080 per month (SCVNGR recently removed pricing from its website, so I can’t confirm these prices anymore). I recommend using the free package for now.

Whatever package you choose, you still get access to analytics, which are key to learning about your customers. For ideas on what to do with the analytics, please review my foursquare column.

Regarding some game elements, I suggest a social check-in (so the user’s Twitter/Facebook connections see he/she is at your bar), snapping a picture of the exterior (great in helping with recognition of your venue) and shouting about a nightly activity your bar is doing (e.g. poker on Mondays, karaoke on Wednesdays, team trivia on Thursdays, etc.). For a reward, buy one get one free always is a crowd pleaser.

The upfront time and effort required is less than an hour, and the upkeep is even less. Just don’t forget to check those analytics at least weekly to determine what changes, if any, are needed for your marketing efforts.