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Shake the media mix. Social Media Week Milano. 23 settembre 2010
23 september 2010
LiveXtentionlive contents for extended brands
Interconnection, by pchweat on Flickr: http://www.flickr.com/photos/pchweat/290713085/
Shake the media mix. Social Media Week Milano. 23 settembre 2010
Bartending has always been a way of life and a part of an identity.
Shake the media mix. Social Media Week Milano. 23 settembre 2010
Shake the media mix. Social Media Week Milano. 23 settembre 2010
The social web is the ideal tool for a bartender to express himself and gain visibility in his own environment, even at an
international level
Shake the media mix. Social Media Week Milano. 23 settembre 2010
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Vertical websites and blogs quickly become influential voices and benchmarks for the bartenders audience
Shake the media mix. Social Media Week Milano. 23 settembre 2010
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Many bartenders have chosen Facebook to keep and increase the links with their professional network
Shake the media mix. Social Media Week Milano. 23 settembre 2010
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Many bartenders have chosen Facebook to keep and increase the links with their professional network
Friendships and professional contacts are managed together in a funny way. The multimedia features give bartenders the possibility to express themselves “digitally” in a way
which is consistent with what they do behind the bar. They can invite friends to events at their bars; they can upload pictures and videos of their creations; they can create events
and community pages themselves
Shake the media mix. Social Media Week Milano. 23 settembre 2010
The interest in the beverage world is widely spread and aggregates crowds of passionate fans
GENERIC COMMUNITY PAGES (former FANPAGES) on Facebook
Audience with bartending-related interests (according to Facebook advertising)
Shake the media mix. Social Media Week Milano. 23 settembre 2010
Twitter is crowded with bartenders and mixologists, twitting about their
recipes, events, competitions, awards. This is true in the English-speaking countries much more than elsewhere (even if Twitter is already
very big in Japan and it is rapidly growing everywhere)
Shake the media mix. Social Media Week Milano. 23 settembre 2010
The world of Mixology and Bartending is narrated and represented also through images of thousands of amateurs and nightlife lovers.
Shake the media mix. Social Media Week Milano. 23 settembre 2010
On YouTube millions of views are reached by a lot of videos aboutflair bartending. Also cocktail preparations, videos of famous bars, performances by the bartending celebrities are often YouTube hits
Shake the media mix. Social Media Week Milano. 23 settembre 2010
Prestwich Crew, cocktail tricksters. A big YouTube hit and an examplary viral video. Flair bartending re-invented in a funny way (probably, with many fake
tricks…)http://www.youtube.com/watch?v=iDLr99tlGiA
Shake the media mix. Social Media Week Milano. 23 settembre 2010
The great potential of social media is that they allow talented people to
quickly gain popularity, even worldwide.
Shake the media mix. Social Media Week Milano. 23 settembre 2010
Shake the media mix. Social Media Week Milano. 23 settembre 2010
The Mixing Star – Disaronno bartender The Mixing Star – Disaronno bartender competition on social mediacompetition on social media
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MIXING TRIVIAL
THE MIXING STARON THE SOCIAL WEB
THE MIXING STARWEBSITE
The Mixing Star profiles were created on all the main social networks, and actively integrated with the web site (eg: Facebook social plugin; YouTube embedding tools). Also, a Facebook application (Mixing Trivial) was created to engage bartenders in a different way. Facebook ads were directed to the Mixing Trivial application. The Mixing Star ads were positioned within the application. Social profiles and FB app all played the same role of positioning the Disaronno brand and communicating the innovation of The Mixing Star competition
Shake the media mix. Social Media Week Milano. 23 settembre 2010
How Bartenders see them and what they want?How Bartenders see them and what they want?
Bartenders like to see them as Entertainers.
Fame and notoriety, among their peers, is a strong Motivation, even beyond money.
Bartender Contests are more of an obligation rather than a occasion to have fun.
Talking with peers is a moment to exchange ideas and suggestions
Shake the media mix. Social Media Week Milano. 23 settembre 2010
Destination: Mixing Star Web SiteDestination: Mixing Star Web Site
Enrollment, Conversations, CRM.
Shake the media mix. Social Media Week Milano. 23 settembre 2010
Guidelines of social media activities for The Mixing Star
- Grow every social channel through the periodic posting and spreading of brand-related contents (balancing information, professional contents, entertainment) - Attract new fans and followers. Build a community of people around the initiative - Make the bartenders try and use the Mixing Trivial Facebook app (which can itself take people to register to The Mixing Star competition website) - Adapt each content according to the features of each social media; creating synergies and cross-links between each social media, the website and the Mixing Trivial app
Shake the media mix. Social Media Week Milano. 23 settembre 2010
Tone of voice and subjects - cocktail recipes, with related information and suggestions
- the myth of the Star of Mixing, that is Mixology as an art, Hollywood as playground, the Hall of Fame as goal
- news, information and curiosities about the cocktails world
- the different codes and meanings of the cocktails world, cocktails pictures, cocktails preparation techniques
- famous cocktail- or bartending- related places, bars, movies, novels
- Mixing Trivial’s contents
- call to actions for The Mixing Star competition, countdown for events and The Stars’ proclamation
Shake the media mix. Social Media Week Milano. 23 settembre 2010
Facebook. The Mixing Star pagePosting of any multimedia content which can contribute to
communicate The Mixing Star and create engagement towards the Disaronno competition
Facebook. The Mixing Star pagePosting of any multimedia content which can contribute to
communicate The Mixing Star and create engagement towards the Disaronno competition
Facebook. The Mixing Trivial app 12.000 interactions with the Facebook app in 15 days (promoted with ads addressed to selected
audiences with bartending-related interests)
Facebook. The Mixing Trivial app 12.000 interactions with the Facebook app in 15 days (promoted with ads addressed to selected
audiences with bartending-related interests)
Shake the media mix. Social Media Week Milano. 23 settembre 2010
TwitterCreating conversations and promoting the contest. Building a network (searching tweeps by proprietary analyisis tools or Twitter Advanced
Search) and managing the relationship with it
TwitterCreating conversations and promoting the contest. Building a network (searching tweeps by proprietary analyisis tools or Twitter Advanced
Search) and managing the relationship with it
Shake the media mix. Social Media Week Milano. 23 settembre 2010
FlickrA platform to upload all the images of Disaronno bartending events; or pictures posted by the participating users. A way to contact more users
(bartending and cocktails groups and pools)
FlickrA platform to upload all the images of Disaronno bartending events; or pictures posted by the participating users. A way to contact more users
(bartending and cocktails groups and pools)
Shake the media mix. Social Media Week Milano. 23 settembre 2010
YouTubeUploading videos of TMS participating users and events; selection of
the best video contents from anything related
YouTubeUploading videos of TMS participating users and events; selection of
the best video contents from anything related
Shake the media mix. Social Media Week Milano. 23 settembre 2010
Risultati
150.000 Visitatori Unici al sito
Oltre 800 iscritti al contest
100.000 utenti hanno “giocato” con l’applicazione Facebook “Mixing
trivial”
Oltre 4000 views su Youtube
Shake the media mix. Social Media Week Milano. 23 settembre 2010
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