What single digital interface connects over one billion people? Yes, Facebook.
That’s a real slap in the face(book) for critics who insisted the social media giant wouldn’t make castles in the business sandpit. And what about Twitter? Initially a highly-criticised microblogging platform (remember the contempt for the 140-character tweet limit?) this social network today boasts some 500-million active users who generate over 340-million tweets a day!
Add to this online audience (of around 1.5-billion) those who interact on LinkedIn, Flickr, Pinterest, Google+, Wanderfly, Stumblupon, Tumblr and 9Gag, and the result is profound – a global audience of people who want to connect, who want to engage, and who will communicate your message for you.
The point is that no matter how you feel about social media, there’s no debate about its potential as a marketing tool. And if you’re still arguing that there’s no place for “face” in the boardroom, you’re wrong. Facebook, and just about every other social media platform out there, is perfectly designed to connect people, to share ideas and to promote your business.
Clients who trust us enough to run their social media accounts
“Flow either manages and/or contributes to the social media maintenance of over 30 companies,” says Flow MD Tiffany Turkington-Palmer. “We also have Flow School which runs social media workshops for corporates, and we do training sessions for clients looking to boost their understanding and application of social media.”
The following clients represent just some of the work Flow does in the social media space:
South African Tourism (SAT)
Flow collapsed six different SAT Facebook accounts into one and launched Love South Africa. In just four months the page has over 10 000 fans. The @GoToSouthAfrica Twitter account has just under 25 000 followers. Flow also runs @SATravelTrade, which is focused on the business of the travel/tourism industry and has around 1 500 followers.
“Managing SAT’s social media accounts doesn’t feel like work at all, it’s great fun,” says Flowstar Melanie Feris. “There is just so much to tell about our country. People love South Africa and enjoy sharing their South African experiences with us. About 95% percent of interactions with us are positive.”
Table Mountain
Last year Flow launched a site for the only South African entrant shortlisted for a spot on as one of the New7Wonders of Nature, Table Mountain. The Vote for Table Mountain campaign played an integral role in Table Mountain’s final listing as one of the New7Wonders of Nature.
“Social media formed a crucial part of the Table Mountain campaign, as this was the most cost-effective way to reach people around the world and get the message out. We set up a Facebook page and a Twitter account, which we used to send out key messages, and drive traffic to the page where they could vote for Table Mountain,” says Roy Barford, manager at Flow Cape Town.
“We created various campaigns within the campaign, which worked really well. For example, during the 2011 IRB Rugby World Cup, we created a Twitter campaign calling on Springbok fans to SMS ‘Table’ to the stipulated number every time the Springboks scored a try. We pushed this particularly hard during the match against Namibia, in which the Springboks scored 12 tries in their 87-0 win! The South African Rugby Union came on board with the campaign, and retweeted all our messaging through the official Springbok Twitter handle.
“We also used numerous local and international celebrities to promote the campaign, such as WWE wrestling star Justin Gabriel, cricket icon Herschelle Gibbs and Top Billing presenter Jo-Anne Strauss,” he adds.
Cape Town Tourism
Flow recently collaborated with Cape Town Tourism and Ogilvy Cape Town to create MyCapeTownHoliday, a Facebook campaign designed to bring a virtual Cape Town experience to fans of the Mother City all over the world. Flow was responsible for the technical implementation of the Facebook application, integrating the campaign into Cape Town Tourism’s website and helping to promote it on social networks.
“The idea is that Facebook users can send their profile to Cape Town for a five-day holiday, and stand a chance of winning the trip for real. Cape Town Tourism have around 260 000 Facebook fans, and we provided assistance in launching the competition by creating specialised messaging for different regions. We helped target Facebook users in key markets during times when they were most likely to be active online,” explains Roy.
Maropeng’s Harry the Hominid
Maropeng’s hairy ambassador, Harry the Hominid (@harrythehominid), is a digital entity that lives in the online space. While a real Harry exists at Maropeng (a concrete cast of Australopithecus), this much-loved mascot and tweeter is a spokesperson for Maropeng that encourages learning and discovery about all things evolution.
“When I tweet as Harry, I can use all the knowledge that Maropeng has at its disposal. That means a wealth of information coming from Maropeng’s role in the Cradle of Humankind and all the visitors who pass through there,” says Matt van Onselen, who manages the Maropeng account and Harry’s social media presence following.
SAB World of Beer
Flow helps manage the SAB World of Beer Twitter account (@SABWoB), along with its website. “Tweeting for the World of Beer is a lot of fun – with subject matter so close to my heart, how could it not be?” laughs Stuart Dickinson, the Flowstar who manages the account that boasts a following of nearly 1 000.
“The follower interaction is great, and we’re able to focus on a variety of different topics within beer, from the laidback perspective of enjoying a lekker braai and a few drinks with friends, to in-depth research articles on beer’s origins, as well as the more serious stuff like not to get behind the wheel after you’ve had one too many.”
Flowstars worth following (keep a close eye on these trendsetters)
It’s all very well that Flow advocates social media as an online marketing tool for its clients, but do we practise what we preach?
In a word, yes.
Leading the social trend at Flow is CEO/MD duo Tara Turkington and Tiffany Turkington-Palmer. Tiffany is listed as number 22 on Twitaholic.com’s list of top 100 Twitaholics with followers based in Jo’burg. With over 5 000 followers each, Tiffany’s and Tara’s Twitter accounts are a source of friendly competition between these two social media mavens.
Tara has the most Facebook friends, though – she has over 1 200 people she connects to via this platform, but Tiffany leads the charge on Flickr with over 113 500 views!
“My most viewed photo on Flickr has 4 602 views! That’s got to be a Flow record,” Tiffany says. Tara’s Flickr account is not one to be scoffed at either, however. It’s got over 3 000 photos.
Where this dynamic duo holds the significant weight is on LinkedIn. Collectively Tara and Tiffany have over 1 200 connections, bolstered by over 30 endorsements.
Flow PR account director Caroline Smith is a social role model for fellow Flowstars. She holds her own on Twitter account (@Hippolyta67), has around 500 friends on Facebook and about 400 connections on LinkedIn.
Web developer and lover of all things tech Alex Cowling is a self-confessed Pinterest addict – check out her board devoted to geeks.
Media developer at Flow’s Cape Town office, and recent newbie to the Flow family, Stuart Buchanan has around 500 followers on Twitter. His blog – www.stubloggs.com – has received an impressive 18 000 views.
Laura Maggs, journalist at Flow’s Joburg office, is our go-to gal for all things Pinterest. Her boards are simply awesome.
Flow strategist, Stephen Fry lookalike and serious Movember contender Kevin Collins is another Pinterest fundi and prolific pinner. Ask him how to create group boards among followers and friends. He’s also a painter. Check out his paintings and his blog here.
Remember these fabulous Flowstars the next time you’re looking for a #FF candidate.
The bottom line
While the intangible value of social media is yet to be tabled in a format we can all use to convert back to monetary gains, the return on investment is clear. Social media channels are a platform for reaching a greater audience of people online in the space they turn to for advice, inspiration and ideas.
Social media is not the next big thing, the latest marketing fad. It’s a very real marketing channel that can work for you.
If you would like Flow to assess your social media strategy and propose a way of better engaging with your online audience, chat to us, or get in touch on Twitter (@FlowComms) or Facebook.