Curator News Feed: June 14, 2013

This week we welcomed the Facebook hashtag, read about Coke's awe-inspiring Wearable Movie, reflected on swag lessons we learned from our favorite "Saved by the Bell" character back in the day, and gained some wisdom from Burberry's recent campaign on living digital. Read on to get the scoop:

Put a Smile On

Maximizing mobile, Harvard Business Review. On a recent flight, I sat next to a gentleman who works in mobile advertising and our conversation really got me thinking about where mobile is going. He described it as the “wild west” of advertising, and I think he’s right. People may be using their smart phones in place of a computer when they’re on the go, but they are not using them in the same way. We’re online on our phones, but not in a browser, and our time and attention is even more limited. In the cab ride after my flight, it’s funny that this article was at the top of my Feedly, as it echoed a lot of his sentiments. Check out the full article for a great overview of where mobile is, and where it’s going. – Matthew

AMD finally gets @AMD thanks to Seattle entrepreneur’s creative charity swap, Geek Wire. We know it might not always be 'cool' to be first to the party, but jumping on a new social network right away has its advantages. Your username, Twitter handle and logins are becoming a new part of your identity. And if you're lucky, it’s also a brand's identity, which they would agree is worth $50,000 to own. This guy was lucky and made his luck work for social good, high five! – Brooke

Domino's Pizza launches new look in Northwest, The News Tribune. We love seeing great coverage of our clients. This story is about Mike Brown, co-op president of the local Domino’s franchisee group, and his new Pizza Theater stores. If you’re in the Puyallup area this Saturday, June 15, stop by from 4-6 p.m. for your chance to win tickets to the Justin Timberlake concert! – Dan

Loving the Midwest, The New York Times. Can a city be a brand? Brooklyn and Portland are two cities that have recently emerged as brands unto themselves. Mention these cities and one has a sense of its culture, lifestyle and, these days, its cuisine. Joke if you will about its status as a “flyover state”, I’ve always felt the city of St. Louis is a strong brand. I loved reading this piece in the New York Times about why this transplant came to embrace St. Louis. – Ann Marie

Excel Is An Art Form: These Beautiful Images Are Proof, ReadWriteWeb. If you're an Excel user like me, you're prone to the occasional day spent hunting and clicking for the right combination of commands that'll get it to perform some mundane task that WHY ISN'T IT EASIER??? So I don't know if this link will leave you feeling awed or helpless, but either way, it'll blow your mind. Tatsuo Horiuchi is a 73-year-old artist who, for the last decade or so, has been creating "paintings" with Excel. These are not the little pixelated, Mario Bros.-looking things you're imagining in your mind; they're really good. So good that some of them have been acquired by the art museum in Horiuchi's home town. Lest you doubt the authenticity of their origin, ReadWrite has a link where you can download the original Excel files and, at least theoretically, reverse-engineer them. Good luck with that. (Props to my friend, Evonne (@evonnebenedict) for tracking this link down.) – Paul

12 Lessons Zack Morris Taught Us About Cool, Buzzfeed. Because Zack Morris taught us all about swag. Important life lessons from “Saved By The Bell.” – Noelle

Burberry Ad Campaigns Blend Music, Fashion and Social, Huffington Post. Maybe it’s because I love the perfume or because I’m actually a fan of the “stodgy” trench coat, but I found it really interesting reading up on some of Burberry’s recent ad campaigns and the creativity that has helped breathe a new life into the brand. My favorite quote from the article that really gets you thinking though came from the company’s chief creative officer: "Digital for me is not a project; digital is a way that we live. If you deal with it as a project, it will always be superficial." – Annie

Put on a Smile, Vimeo. Perusing the web this week I came across a lot of really great campaigns, and this is one of my favorites for Coca-Cola Company by Ogilvy – The Wearable Movie. I love the idea to involve people across the world with such a simple idea: put on a shirt and take a picture, with each shot being a frame in an animated movie. - Chelsey

Mobile wallet users spent $500M in 2012 – nearly all of it at Starbucks, GigaOM. Will all that plastic in our wallets soon become obsolete? At least in Starbucks’ case, it is a possibility. I love the ease of using my iPhone to pay for my coffee in the mornings rather than having to fish out my debit card from the depths of my bag, and clearly, I’m not alone. – Megan

How To Get the Most Out Of Facebook Hashtags

#HashtagsOnFacebook graphic

Facebook -- finally, at long last -- rolled out hashtags this week. While they've been commonplace on Twitter, Instagram and Google+ for years, the user base on those networks doesn't come close to equaling Facebook's. That means a lot of users will probably be experiencing growing pains in the next several weeks and months as they acclimate to best practices and etiquette.

We'll skip the hashtags-101 lesson for the purposes of this post (this Common Craft video explains what hashtags are in just a few seconds), but the Curator social media team did want to offer some commonsense tips on how to optimize hashtags on your Facebook profile and pages. Here's what we'll be focusing on for our own accounts:

Stay relevant to your brand and choose your hashtags wisely - A hashtag is used primarily as a search tool for relevant material and can significantly amplify your brand's voice to a new audience. But your followers will see right through it if you try to incorporate a hashtag just for the sake of trying to gain visibility, and it could damage your credibility. Try choosing your content first to remain relevant, and add hashtags to support your original content and creativity.

Don't overdo it - Hashtags are a lot like curse words: They're much more effective when used sparingly. Instead of trying to jam-pack dozens of hashtags into your Facebook updates, pick one or two (at most) that relate to what you're posting about. Also, just as you don't need to swear in every sentence, you don't need to use a hashtag in every update. Pick your spots and think back to tip No. 1 -- be relevant.

Give people something to say - When you're ready to create your own hashtag, think hard about the sentiments you want people to express. Brands that want to elicit the most conversation around their hashtag will stray away from using their own name and lean more towards something specific. For example, Nike’s #makeitcount campaign inspired people to think creatively more than the bare-bones "#Nike" ever would. Before you launch a hashtag, though, be careful and be brutal during your internal editing process. People are quick, especially with big brands, to lampoon a hashtag. You don't want to be the next #McDStories.

Listen, listen, listen (search, search, search) - One of the best things about Facebook hashtags is that they've opened up Facebook in a way that hasn't yet been possible. As a brand, you can now listen to conversations people are having about you outside of just your Facebook page. As an individual, you can search topics that are relevant to your interests and areas of expertise, and connect with people who you never would have known otherwise. Plan to devote a good portion of your social media schedule to listening through search. Think of the keywords related to your brand, update those constantly, and comment, when it's relevant and when you're able to, where conversations about those topics are taking place. It's a great way to grow your audience and amplify your influence.

Got any tips of your own? Share them in the comments. And keep an eye on how we're using hashtags by Liking us on Facebook.