First Colombian Presidency live Conference on Youtube -18 Jan 2013
Primer Google Hangout On Air con el Presidente Juan Manuel Santos
WHAT WENT WELL
Guest speakers were clear, engaging and inspirational. Congratulations to them!
Moderator was successful at leading the conversations.
OPPORTUNITIES FOR IMPROVEMENT
Offer clear instructions where the “live” conference will be held. It was not clear and many Google+ participants were not sure whether the “live” conference was on Google+ or over Youtube or at the official Colombian Presidency website.
Ensure viewers are invited to a unique/single url. The Google Hangout description added more than one url creating confusion.
Starts conference on time. Colombian Presidency should lead by example.
Ensure live speaker is featured on the main Youtube screen. Many occasions, users were prompted with the moderator playing with her hair while guest speaker was talking on the background.
The Youtube “Description” tab can be filled in with useful, topical and relevant information. It was empty at the “live” time.
Avoid repetitions when talking (time 49:56)
Improve conference closing remarks: Ensure, viewers are invited to the next Conference with specific time and date, offer information ( specially to entrepreneurs) on where they can find more support. Closing remarks can include inviting viewers to follow more news and Conference invites by following the Presidency social media channels.
Be consistent with the official set ups and backgrounds. Moderator background did not feel viewers were actually watching an official Colombian Presidency conference while the President background included the Colombian flag.
Ensure you Close the conference. Avoiding “Que te pareció Juan Manuel” and laughs on the background. (Time: 50:38)
What is Social Media? Media that is social. As simple as that.
A successful Social Media Strategy will lead your brand to use social media channels to create culture, fuel and power general opinions and beliefs around your brand category. Imagine your brand as a person who goes to a party. You talk, you listen, you discuss ideas, you take the piss, you have fun.
Some at the party become memorable…some will never be remembered. Who does your brand want to be?
How to measure Social Media and General Media pick up before (pre) and after ( post) a retail launch.
Zara Sydney Store Launch - New Retail clothing brand - Australia.
Zara Sydney store will finally open doors tomorrow. it took them 35 years after being found for Zara clothing brand to open it is first store in Australia.
With an enviable 69% increase in net profit last year, Jesus Echevarria (Zara’s chief communications officer) has the responsibility to create a successful Zara Australia store launch tomorrow. Zara Australia stores (one planned to open in Melbourne at the end of the year) will be one of the biggest retail clothes brand playes in Australia.
Zara Sydney shop is planned to open just two days before Sydney siders leave the city in masses for easter holiday break taking most of the attention for holiday and travel plans.
Would the new Zara Sydney lauch tomorrow create some social media glue and general media attention?
Well, Below is a simple baseline (using free tools) on how the “Zara” brand is just one day before launch and the idea is to compare those numbers after four weeks of launch date and see how successful the Zara clothes brand picked up general media and social media coverage.
The below data does not pretend to be an exact way of measuring social media coverage but can give retailers and very good indicative on how to measure social and general media reach with free tools.
Current Zara clothing position (baseline) as of today (one day before it is Sydney store launch) is:
More than 400% increase in searches (see graph above) for “zara” related terms in Google Australia.
Google Australia general search for “zara clothes” filtered by just results from australian sites = 104,000 mentions. “zara clothing”= 196,000 mentions.
Google Australia image search for “zara clothes” filtered by just results from naustralia sites = 38,300 mentions; “zara clothing” = 60,400 mentions.
Google Australia Discussions (forums) search for “zara clothes” filtered by just results from australian sites = 191 mentions; “zara clothing” = 134 mentions.
Google Australia Blogs search for “zara clothes” filtered by just results from austrlaian sites = 16,300 mentions; “zara clothing” = 3,580 mentions.
March 2011 Local searches (Google keyword tool) for the below keywords: “zara australia” = 9,900, “zara clothing” = 5400, “zara sydney” = 4400
Google searches for “zara sydney” -glaister site:facebook.com = 151 results.
Google searches for “zara sydney” -glaister site:twitter.com = 33 results.
I will compare this figures after four weeks to see how much general media and social media the Zara brand pick up.
keep tuned :) and also if you have any other free tool that might be relevant to measure pre-post launch, please let me know.
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