Back in the day when the social web seemed new case studies and examples emerged like roadsigns in the fog. Rarely and eagerly sought.
Today, things are different and what was once rare is now expected. Such is the pace of change. So, here’s a crack at rounding-up some of the good things in one place before they get lost. Some you may know. Some may be new. I’ve veered away from posting the sort of content I’m helping to share on comms2point0. That’s more case studies, data and think pieces.
Celtic fans respond with cocoa pops to online Turkish fans who threaten to stab them
Turkish football fans have carved out a reputation for trouble in the past with knife attacks on rival supporters. So, when Fenerbache drew Celtic in Europe some armchair hooligans took selfies with knives threatening violence.
The response from the Celtic supporters was rather sharp. They could have threatened even greater violence in response. Instead they used the Simpsons-inspired hashtag #thatsnotaknife to respond with an arms race of their own. They took masked selfies with household objects including a spoon, a banana and a box of cocoa pops. As an example of an organic self-organised campaign it’s brilliant.
— Tony Clark (@tony1888c) August 30, 2015
Original link: Daily Telegraph.
2. Star Wars scenes as album covers
I’m really no Star Wars nerd. I really couldn’t tell you the name of the bar Hans Solo walked into in Return of the Jedi. Or was it Indiana Jones and the Temple of Doom? But this collection of mock retro album covers really is a fabulous thing of design.
Original link: cnet.com.
3. Australian batsmen Chris Rodgers and Steve Smith head through the Long Room at Lord’s
Another Ashes series and another victory for England. As ever, the two sides went head-to-head ov er social media to see who could produce the best content. Video emerged as a key battleground. Here’ is a clip of the two batsmen coming off the field through the historic Long Room. It works for me for being real-time, slightly geurilla, unpolished but giving behind-the-scenes content. It was shared almost 200-times giving a tidy digital footprint.
— Lord’s Ground (@HomeOfCricket) July 16, 2015
Original link: @homeofcricket.
4. The Humans of New York Facebook page
There are two sides to the internet. The good and the bad. The Humans of New York Facebook page is everything that’s good about the internet. It started as a photography project by a photographer. As he took the pictures the powerful human stories behind them came tumbling out. Sometimes they make me laugh and sometimes cry. Always they tell a story with humanity. This summer the page has visited Pakistan and Iran. Two countries whose web presence in my timeline is shrouded in darkness. The Humans of New York page let some sunshine in.
Original link Humans of New York Facebook page.
5. The Homes of Football
As the Humans of New York is to cities the Homes of Football Twitter is to football. Roy Stuart Clarke has been taking pictures of the sport for more than 20 years. He’s not interested in the action. It’s what happens away from the pitch that he’s more interested in.
— Mr Homes of Football (@HOMESofFOOTBALL) August 28, 2015
Original link: @homesoffootball.
6. Pages from Ceefax… revived
Back in the day you had two choices. You went to the paper shop and bought a paper and maybe they something on Stoke City. Or you used ceefax and turned to p312. It was the internet of the day and how I loved it. But then its faster and slicker younger brother the web came along and turned our heads. But a geek in a bedroom has rebuilt Ceefax and has taken a live news stream so you can watch today’s news again. Slowly.
Original link: pagesfromceefax.net
7. The Isles of Scilly Police Facebook page
This is as close to a perfect public sector Facebook page as its possible to get. Public servants talking like humans. There’s wit, humour and drama. All of it points towards the fact that there isn’t much crime there but if there is they are ready to strike.
Original link: Isles of Scilly Police Facebook page.
8. dorsetforyou.com’s social media directory
As new sites are created it’s sometimes hard to keep track of ones that have been started. That great Facebook page. What was it called again? Councils across Dorset – there’s seven of them – do collaboration while others just talk about it. They have a shared website and they’ve got a shared A-Z where people can find social sites from across the region.
Original link: dorsetforyou.com
9. The Official North Korea Instagram
Access to the life under the Pyongyang regime is closely restricted. But bizarrely, one of the few routes is via Instagram. The official North Korean government account @northkorea_dprk_today is one route that’s open. Propaganda posters, pictures of crops and smiling people prevail along with lengthy narratives in support of the socialist utopia. If you want to get a flavour of what the USSR would be like on social media it’s here. A historic oddity. No pictures of starvation or opponents getting machine gunned, however.
Original link: @northkorea_dprk_today.
10. RNLI crew rescue a man from a sinking ship
When the RNLI go to work they do it miles from view with no-one really to see. The trouble is that people love to see what they get up to. This footage from the onboard camera is raw and unedited but was seen by almost 3,000 on the Facebook page and more via mainstream media. This demonstrates the benefit of sharing the sweets by sharing access to those on the ground as well as the usefulness of video.
Original link: Peterhead RNLI.
Back in 1882 when England took on Australia at the game of cricket it took 10 weeks for the message of who won to travel 9,000 miles from London to Melbourne. Today it takes seconds.
Nothing is a better yardstick of how communications is innovating than this never ending battle between two countries.
Message by ship was succeeded by the telegram, radio, TV and the internet. Like a timeline each innovation has carried the message.
In 2013, it’s been no different and this historic game of bat and ball has shown a yardstick of where we are. As Australia lost to England the story was told by tweet, picture, TV broadcast and blog.
Here are 18 things we can learn about digital communications and The Ashes.
1. Pictures work on Facebook
As a Facebook page Official England Cricket works brilliantly in many ways. They are a case study in how creating sharable content works well. They don’t add score updates. They post pictures of Ian Bell lifting his bat in triumph with a message. Even a damp image of an outfield gets more than 60 shares and a barrage of 1,800 likes.
2. You need to moderate your Facebook page
As great as Official England cricket is at posting content they’re not always the best at moderating the abuse that goes on at times between people. Including an amazing amount of spam and grief that comes out of the Indian sub-continent.
3. Post on Twitter to the popular hashtag
Both England with 221,000 and Australia with 219,000 followers used Twitter effectively. But when they posted content they may have had their own hashtags but they also added content to the far more popular #ashes community which at its height was trending globally.
4. Be careful about your own hashtag
Yes, it’s lovely looking at metrics which belong to you through a distinctive hashtag. England had #rise based on a piece of commissioned poetry which was all about rising to the challenge. Australia had the bold #returntheurn about how Australia were going to sieze back the six inch urn. Which sounded fine when the series started but led to derision when they were on the end of a 3-0 stuffing. It was dropped.
— Cat Jones (@Cricketbatcat) August 25, 2013
5. The Twitter hashtag as news channel
Forget the TV. Forget the radio. Forget news sites. If you were away from them the place to find out what was happening was just checking the #ashes stream itself where you had the beauty of two perspectives. The English and the Australian. At the same time. So, as I sat on a train as Stuart Broad ran through the Aussies to secure victory it was via Twitter that I was following what was happening.
6. Hashtags as an instagram community
The photosharing site Instagram was used by Australia. Less newsy than Twitter. Less engaging than Facebook Instagram was a platform for capturing people photographing the TV they were watching, the pint they had just bought or their view from the boundary itself. Australia sprinkled their own content with behind-the-scenes pictures.
7. Google Plus has good numbers but a mixed take-up
While Australia ran a cracking page for 50,000 people updated regularly with images and content the Official England page for 190,000 was lacking the TLC that makes a page fly. The jury remains out it seems.
8. Old media doesn’t like new media and would rather it went away
For decades radio coverage of cricket in the UK has come from the BBC’s Test Match Special. It has done the job incredibly well. But they pay for the privilige. And the alternative Test Match Sofa coverage doesn’t. The Sofa is some blokes sat on a settee watching the cricket of telly and burbling into a laptop and broadcasting the results online. Deliciously amateur? Yes. But when The Cricketer magazine linked up with them the BBC was not happy.
The late Christopher Martin-Jenkins remarked:
“The thought of having to listen to the predators who purport to be producing commentaries from sofa or armchair without paying a penny to the England and Wales Cricket Board for the rights, is too ghastly to contemplate. The sooner they are nailed and swept offline, the better.”
The row escalated when a Cricketer employee tweeted about Test Match Sofa in breach of accreditation guidelines.
9. Audio works
Both Test Match Special and Test Match Sofa did rather well with tailoring snippets of commentary from key moments of the series. Like Kevin Pietersen falling for 62 in a glorious thrash towards a target in the 5th Test. The BBC did similar with their polished version although they only stay up for a limited amount of time. But nothing was as good as the close-of-play podcast the BBC version produced.
10. YouTube works if it is from the heart
Aussie journalist Geoff Lemon produced a memorable diatribe against his error strewn opener Shane Watson recorded outside the ground as the crowd were heading home. It’s so angry it’s beautiful. The thing is that Shane kept getting out lbw. And then to make matters worse kept wasting a precious review that allows a second look by off-field umpires. “Stop being so… Shane Watson,” a red-faced Lemon roared as he searched for the worst abuse he could think of.
You can watch it right here.
11. The player’s relative’s social media account is a news creator
Aussie opener David Warner was demoted to the ‘A’ team after he attacked a rival player in a Birmingham pub. His brother unhappy at Shane Watson taking his bro’s placed launched what is known in the journalist’s trade as a ‘Twitter tirade.’
12. Ghost written columns by players are pointless
They don’t say anything, they don’t do anything. They’re exercises in platitudes not offering a scrap of anything interesting.
13. The celebrity fan’s social media account is a news creator
When Piers Morgan tweeted from the US to criticise Stuart Broad’s decision not to volunteer his wicket and instead turn to the umpire to make the decision (he didn’t) it became news. Drearily.
14. Journalists need to be on Twitter
The leading journalists from old media – and new – were active on Twitter. Not just linking to their latest finely crafted piece but also presenting a human side. Without noticing it the journalist as human being has entered the list of things the good hack must be. It’s not enough to lurk or to dismiss the platform.
15. Social as a way of taking the temperature
When things blew well for either side it became clear by taking a look at social. A search for either time showed how happy / angry / incandescent supporters of both sides were with Stuart Broad / DRS / the weather / umpires / David Warner.
16. The accidental tweet is alive and well
When a particularly amazing umpiring decision was made against Australia the official stream chipped in with a tweet describing the decision as #bullshit. It was quickly deleted. Make sure you know who has access to the account is one lesson. I’ll bet that using two different platforms to get onto Twitter – one for personal and one for work – is now part of the press office brief.
17. Venues are poorly equipped for social
Outside of press rooms the paying punters are overlooked when it comes to WiFi – free or otherwise. The bright venue will look to offer a way of their customers staying online to contribute to the conversation, tell the world what a great player Michael Clarke or Ian Bell is and what a tasty burger they’ve just eaten. This will change.
18. Social media is just part of the landscape
Sometimes those who live on Twitter can lose sight of how the media landscape isn’t just Twitter although sometimes it’s hard to seem otherwise. The industry around the Ashes remains TV and radio with a whole side industry of books a by-product of every series. But social is becoming so embedded we no longer see it as something to raise an eyebrow at. Like an Aussie win in the 1990s. Or an English victory since 2009.
Months before Stephen Fry turned Twitter’s guns on injustice a happy band of cricketers got there first.
Instead of Daily Mail columnist Jan Moir the target was the heirarchy of a Midlands village cricket club.
Angry at the ousting of Fillongley 2nd XI cricket captain Richard Bennet the Save Benno campaign was launched.
It raised a smile, support and pressure on the powers that be.
Every time the club’s committee tried to outflank the campaign with the club’s rule book it was across social media. They appeared wholly out manoevred by the protesting players.
The campaign was designed by frustrated player David Howells and his team mates. In the end they were beaten by the club’s committee. But was it all fruitless? Not entirely. A point was made.
It was also an imaginative marker for how a campaign using social media could be waged.
What could be the first cricket match arranged over Twitter was also played as a result. Looking for a fixture Save Benno used Twitter to broadcast an appeal.
As press officer for Stone SP Cricket Club and a Twitter user the fixture was a no brainer.
The game was excellent, except for my comedy run out with just 1 run on the board.
Aside from this, it was an excellent match decided by a boundary hit on the final ball.
Footage shot on Flip was taken for a Sky Sports-style highlights package. After much beer was drunk in the Pavillion that idea got kind of scaled down.
Instead an A Team-style You Tube calling card was made for more fixtures.
SO, WHAT DID IT PROVE?
1. Social media are excellent campaigning tools.
2. Sports teams looking for fixtures can use Twitter.
3. Sports teams should use Twitter to broadcast score updates.
4. Flip video highlights packages for You Tube are a brilliant idea.
5. Brilliant ideas are dreamed up over a beer.
6. Cricket is a superb sport played by superb people. It’s just the administrators that let it down.
7. If you are not part of the conversation (in this case the committee were not) you look leaden footed, slow and unresponsive.
The Save Benno blog http://savebenno.blogspot.com/
Save Benno on Twitter http://twitter.com/savebenno
Save Benno on You Tube http://bit.ly/savebenno