We heard a few interesting case studies on the third day of Tvitomanija conference. One of them was Sonus Art, a high profile audio and video shop from Croatia, which used the power of Twitter for rebranding, events, creating buzz and increasing sale. Nebojsa Ugljesic, their former marketing manager, said that they used Twitter because it is the fastest communication channel and it is also very well connected with other social media networks – everything they did on Twitter had an impact on other networks. In 18 months off constant communication on Twitter, TweetUPs and other activities they were profiled as the most famous audio and video shop in Zagreb, maybe even in the whole country, while the sales increased for 15 percent.
Inchoo is a great example of a successful content marketing strategy. It started as a one-person company and today it has over 30 employees, more than 45 projects and their blog has more than 140,000 visits per month! It was interesting to see how the income increased together with visit number which led to the fact that today Inchoo is a Magento Silver Partner.
Hire me, Jon Stewart – have you heard about this guy? Well, his video became viral and Davor Runje from drap agency analyzed elements that led to video’s virality. He pointed out a good introduction, where Ivan Saric presented himself in a clear, yet funny way. He also used universal humor, like ninjas. He wasn’t arrogant, he didn’t promise the moon – he was humble, realistic and funny. Also, he did make a politically incorrect joke, by hiring a little man, but Runje said that he was cool enough to do that. The most important thing is that he made a call for action, because most of people wouldn’t remember to share the video.
The last day was also dedicated to traditional media and social media. Our editor in chief Ivan Brezak Brkan talked about power of social media and the fact that many traditional journalists and editors don’t realize its benefits:
For example, Netokracija wouldn’t exist if there was no Twitter – people from this network promoted our portal.
Also, he pointed out that the speed is extremely important in publishing the news – you need to be either first or the best, or you will probably fail.
Raging battle between online and offline media. Who is winning?
Third day of Tvitomanija was also marked by heated discussions on journalism and social networks. Representatives from both offline and online media came together in order to talk about current situation which turned out not to be so grim as one would thought.
Zoran Stanojević, editor and host of TV show Oko Magazin TV on Radio Television of Serbia said that he is using Twitter but he would never broadcast information straight from this service as it is often unreliable by professional standards. Instead he would rather wait for the confirmation from his company. He stated that Twitter has accelerated the pace of which people consume information, so nowadays they expect the same from professionals who just can’t process that amount of information that quickly.
People who are not trained journalists, who just tweet, often do not have a clear picture of the entire situation, therefore they are not in a position to interpret it the right way.
When it comes to privacy issues Antonija Mandić, a host on RTL TV station in Croatia added that she uses her personal Twitter profile outside the profession but was quickly interrupted by Zoran Sprajc from Croatian National Television who clearly stated that journalists are journalists 24/7 and that they are somewhat of a public personas who represent their media companies outside 9 to 5 work time.
We are public personas and for our sake, and the sake of our company we should be very careful about what we tweet. Inappropriate behavior can be very damaging for our employers.
Implementation of hashtags in TV shows was also one of the discussed topics, however it is still hard to do it simply because numbers show that people are not yet ready for a second screen interaction, although non of the panelists were dismissive of the idea.
Ana Stunić from Nova TV stated that children nowadays use tablets and mobile phones the way we used computers. They have became the next generation, and we should work hard in order to implement new solutions for them Ana added.
Panelists concluded this panel by saying that they are aware of all the possibilities new technology is able to provide but they are still not able to work with it due to a simple fact – market is still not that demanding and their companiesOnli are pretty big, hence any innovation takes longer than usual.
How to use social networks in your favor
Our Editor-in-chief Ivan Brezak Brkan also closed the conference with his lecture on how to use social networks in order to build a strong network of people around yourself. He stated that the most important thing is to hustle like crazy because nobody else is going to do the hard work for you. Ivan told the audience that he met Kevin Rose simply by saying “hi” on the escalator, which eventually turned into long conversation.
If needed, spam, but be cautious because it can backfire. However, you don’t need to ask permission from other people. Be polite, be aware but hustle, hustle, hustle!
He added that it’s also important to be an early bird because it puts you in a position where it’s possible to quickly grow a network of newcomers which will only further distinguish you from the others. During Tvitomanija everybody was Instagramming, however Netocratic team was using Vine in order to attract attention and it paid of Ivan added.
This is a perfect time to start “Vineing” because it hasn’t yet became that popular in this region!
Brkan closed his presentation by saying that it’s vital to create a strong network of people because you never know how they might be able to help you. Also, you have to be of help to them as they will appreciate the favor and will sure know how to return one.