At the end of 2010 the Royal family entered the 21st century and joined the social media world, announcing the engagement of Prince William and Kate Middleton on Twitter. With the wedding of the year taking place on Friday 29th April 2011 it’s time to turn our attention to the social story of the Royal family. How do a family so entwined in history use online marketing to publicise a wedding and reach a new generation?
Announcing the big day
In a world where it’s becoming common practice to announce news online it was interesting to see the Royal family use their Clarence House Twitter account to announce Prince William’s engagement. The account had only been set up a few days before so some planning had been involved. The great thing about announcing news via Twitter is that it quickly became viral through retweeting. It also attracted new interest in the page as followers anticipated future announcements. For any business it’s important to give people a reason to follow you and the Royal family’s use of Twitter is a great example of how to keep people interested.
In July 2010 the Royal family set up a branded Flickr page and in the build up to the wedding they’ve used the platform to publish photos that perhaps, without the Internet, we would never have seen. For example there are photos of the wedding china and the invitations as well as photos of the happy couple. Flickr has been integrated on the Royal Wedding website as well as linked to via Twitter and Facebook. For a family known as being very formal and traditional it’s been refreshing to see them utilise social media in such a friendly manner. The great thing about Flickr is that it’s informal and users can quickly share and favourite images they like. Any business can use Flickr and it can become what you want it to be – whether to post photos of your staff or the products and services you’re offering.
Watch the wedding online
Videos have become such an important part of online marketing. They’re informal, easy to share and everyone likes a visual! The Royal family haven’t missed out on this marketing platform and have used YouTube to post wedding related videos. On April 19th 2011 they also announced that people can watch the wedding online as it happens. Their strategy is clear – understandably they want this wedding to reach mass audiences and every means of achieving this is being used. If your business is looking to host an event it’s important to look at the options available and more importantly understand how you’re going to reach your audience in the most efficient way.
Facebook – a central point
Let’s not forget Facebook in all of this. Facebook is arguably the biggest social media platform in the world and, similar to Twitter, the Royal Family set up their Facebook page shortly before the announcement was made. The page today has over 300,000 fans and they often use the notes page to make more formal announcements about the Royal family. To build upon the excitement of the wedding a Facebook event has been set up to find out who is getting involved in the Royal celebrations. However, at the time of writing you were unable to see how many people were actually attending. Facebook events are quick to set up and allow for your events to become viral. Perhaps you have a new store opening? Why not try it out and see what kind of response you get.
What about everyone else?
In what seems to be a British tradition we’ve seen lots of companies jump onboard the Royal wedding bandwagon. From soaps, to mugs and homeware and clothes, the list of memorabilia is endless. One of Sign-Up.to’s favourite Royal wedding related advertising has come from T-mobile who released their interpretation of the wedding. For businesses of any size, it’s always good to keep an eye on what’s going on in the media as this can bring some personality to your company and increase engagement with customers.
What we can learn from the Royal family
The great thing about the Royal family’s online presence is that there has been a clear plan of action – from before the engagement was announced up until the present day. Information such as photos and videos has been released in a timely manner and with that, they’ve been able to maintain and build an interest in the Royal wedding. If you’re going to use social media and the Internet for your business there has to be a plan. This will help you build a great, long term, online presence as well as hopefully generate new interest in your business.
Will you be joining in on the wedding celebrations? We hope you’ve found this social story interesting, keep your eye out for the next one coming soon!