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© 2017 Pidgeon Social

Small Business

Pidgeon Social / Small Business

Most Companies Don’t Have the Courage to Be Good on Social

In this new social media world, you simply cannot create great content without RISK. Here's the problem: on social, you're not just competing against competitors for your customer's attention. You're now competing against absolutely anyone and every thing that has the ability to create content. Facebook's algorithm does not care one bit what you think of your content. Facebook's algorithm does care what your audience thinks of the content. If the audience isn't sharing, commenting, and liking it, they'll show them someone else's content because they want them to enjoy their time on Facebook - not be bored by your boring, self-serving posts. And all the other platforms are following suit. This means your company's social posts have to go toe-to-toe with highlights of everyone's favourite sports teams, scantily-clad fitness models, hilarious Jimmy Fallon clips, seemingly-millions of vloggers, delicious Tasty recipes, stand-up comics, painful fail compilations, or the endless drove of wild news that this world generates. If you can't go shot-for-shot with this kind of content, your only hope is to try and force people to watch your content through ads - and that just kinda sucks the life and good equity you get out of great social content. Now, I believe Facebook is still the absolute BEST advertising platform out there (when you actually do it right) because it's still so under-utilized, but ads are very different than real, fun, shareable, conversation-starting social media content. Look at what Nike did this week with Colin Kaepernick - whatever side you land on that argument, their brand was front-and-centre in an INSANE amount of conversations on social. Look at Wendy's USA Twitter account which has been featured so many times across the internet and built almost 3 million loyal, engaged followers. Then compare it with Wendy's Canada which is sooo boooooring. Look at dbrand which entered the MASSIVELY over-saturated world of phone cases and wraps and has been DOMINATING. All because of hilarious - at times, offensive - personality online. I bought 4 wraps from them without needing any because I loved their Twitter account and then found out they have some cool products. Look at the last Blockbuster - yes THAT Blockbuster where you can still go in and rent movies. It's defying all the odds, largely because of it's hilarious online persona. Locally, the companies we see CRUSHING IT with their communities win because they decided who they are, they be that unabashedly, and their followers LOVE it. It's not about this insane, high-end production - it's just authentic and FUN, chalked full of personality. The interesting thing...

Netflix is Disruption Royalty

Remember when we wanted to rent a movie how we would have to get into a car and head to the local video store? How we would rent a physical DVD or if you're from WAY back, a VHS (not sorry beta-max people)? It was a lot of fun to saunter down the halls of my local Blockbuster trying to get myself and four other friends to agree on a movie. Nowadays, the same thing happens in the comfort of our own home when it comes to choosing what to watch on Netflix. Netflix, is one of my favourite case studies. They have disrupted their industry, not once, or twice, but now three times, and I'm sure there is more to come. They are disruption royalty. If more companies approach their industries with the kind of tenacity they did, we might have more innovation in the world today. And we all know that innovation drives progress. So how have they approached disruption, and in doing so changed their industry three times? 1) DVD Mail Rentals.  Long before the era of internet streaming there were countless video rental stores. It was accepted that if you wanted a movie to watch on a Friday night you would brace the chaos at your local movie store, hoping there was one last copy of Lion King left to rent. But Netflix thought about this situation differently. They said to themselves, "What if instead of asking people to go to a store to rent movies, we shipped them movies through the mail?" Netflix could get access to a lot of movies that were not really "A-caliber" films but people didn't care in the end. Customers had access to a vast array of films that would be conveniently delivered to them. And no late fees.  And what Netflix learned throughout all of this, was which films its customers liked. Which is huge because through that they could recommend which films they will like but haven't seen yet. And thus, we got a glimpse of Netflix's secret weapon - their algorithm for recommending films. It was, and still is, this algorithm that customizes our movies options to our liking, which is the most valuable piece of technology at Netflix. They created a great following through their mail DVD rentals and were so successful, at one time they became a significant portion of the US Postal service deliveries! There focus was speed, so they continued to open distribution centres all over America,...

Doing the Impossible is Easy: Fail. A Lot.

his seems to be a question we get a LOT these days: How the (random expletive) did YOU GUYS end up being on the jumbotron in Vegas as the intro for the Stanley Cup Finals?! And no, we're not hurt by the shock that it's us who did it. We agree. It's insane. Two guys from their basement in Regina, Saskatchewan, Canada, record a video that the entertainment capital of the world uses for the last game of their cinderella run to the Stanley Cup. Not Cher. Not Britney. Not Thunder Down Under. Justin & Greg. https://www.facebook.com/JustinAndGreg/videos/2035124356506564/ Leading the charge on the "KnightTron" and also in the locker room for the players stepping out on the ice. While definitely one of the most-incredible things we've ever been a part of, if we gave you the exact blueprint to replicate it, I'm not sure you'd take it. Because it requires failing. Publicly. A lot. Between the two of us, we've put out somewhere in the neighbourhood of 600 videos over the past 3 years. One of those has been on a jumbotron and 599 of them haven't. Now, there's been some other heavy hitters in there like Rural Uber with 10 million viewsthat the CEO of Uber loved, Rural Directions with 3 million views, FUN interviews with professional athletes, politicians, TV stars, and more. But those are the exception, not the rule. How about the time we tried to get Gerry Dee, a high-profile Canadian comedian on our show? We spent all day making a video and bought $400 in VIP tickets, only to have security stop us at the door coming in and say, "Justin and Greg?" (we thought we were IN!) "There will be no cameras, no filming, don't talk to Gerry, we know where your seats are, and we're watching you." https://youtu.be/krzD0QTC7Dk That was embarrassing. Or how about us spending DAYS making a tribute rap video to L.A. Gear, writing the lyrics, recording the raps, filming, and editing - oh, and yes, hundreds of dollars in L.A. Gear shoes. It's got a coooool 245 views on YouTube and just over 5,000 on Facebook - most of which came from us spending money on ads. https://youtu.be/35J0V64wkGw Take that, world. Even going back to my first ever VLOG. It's bad. Like, real bad. Blurry, out-of-focus, no story, I can hardly talk to the camera. Not a good effort. But I published it anyway. And that's the crux of finding "success". We often only see those highlights because they're the ones that make the news. There's always so...

The Attention Olympics

The pace at which social media is developing is astronomical. You can wait 24 hours and the value a platform once carried can plummet. Don’t believe me? Just ask Snapchat what it felt like for Instagram to launch their ‘Stories’ feature. Instagram Stories haven’t even been out a year but they have over 250 million daily active users to Snapchat’s 166 million. And so, it’s a weekly discussion in our office about which platforms currently hold the most ‘value’ in terms of attention for businesses. It’s an interesting question because every business, audience, and circumstance are different so there’s never a ‘one size fits all’ solution. BUT there are some bona fide leaders in the attention world.  And so, we created the Attention Olympics, a monthly update about the value of certain platforms as they pertain to a business. It’s an interesting list, and one we hope you have an opinion on.  In your experience, how would you ‘rank’ these platforms today?...