Vine 101: 10 Ways to Engage Your Customers in 6 Seconds or Less

Less than a year ago, three guys in New York City were working to build the next big thing in social media – a mobile video-sharing app called Vine. Their origin story echoes that of a thousand other start-ups we'll likely never hear about. But fortunately for the Vine guys, their little sprout got a big dose of Miracle-Gro when Twitter bought the start-up before it launched the app. Backed by the juggernaut of Twitter's resources, influence and platform, Vine reached the top spot in the free apps section of Apple’s App Store within just a few months of launch. Beyond this fast take-off and the Twitter fire-power that fueled it, it's also worth mentioning that Twitter co-founder Jack Dorsey is believed to be the driving force behind the acquisition. Dorsey is also the co-founder of highly successful mobile payment service Square, so you might say he's kind of a big deal in the world of tech start-ups. So that’s the story of how in just a few short months this newcomer to the social media scene has taken root and made a name for itself as a viable contender among the more well-established platforms (Facebook, Twitter, Instagram, etc.). Daunted by the idea of incorporating yet another social media site – with its own set of rules and idiosyncrasies – into your marketing program? Don’t be. Here’s a quick run-down of the basics and some inspirational ideas to help you get started using Vine to connect with your socially-savvy customers:

Getting to know Vine

Integration with Twitter

Even if you have no need or desire to support another social media tool, it's worth embracing Vine as an extension of Twitter. The two apps' tight integration makes Vine a convenient way to tweet video and audio. Vine’s short 6-second-or-less clips complement Twitter's 140-character microblogging format, so the name of the game is just the same: whatever you share, make it quick and compelling.

Simplicity

After using Vine for a few minutes, it will become evident that its development team focused on simplifying the experience of making and sharing videos. Creating a Vine requires little more than pressing the record button in the upper corner (conveniently labeled with a camera icon), touching the screen to start recording and releasing it to stop. Tap the checkmark to keep the video, add a caption and location if desired, then post to Vine, Twitter or Facebook. That's it. Concept, creation and publication in less than 30 seconds.

Big creativity in a small package

Doing more with less can actually push your creativity to yield impressive results. Without the complicated tools of traditional video production – with its expensive cameras, lighting and post-production – Vine both forces and frees users to focus on creativity, distilling ideas down to their purest form to tell a soundbite story.

Looping

Vine videos loop automatically. In fact, this feature is so central to the user experience that it's mentioned in the app store's very short description: "See and share beautiful looping videos." With their six-second time limit, Vine videos are often jumpy and hard to process on a first viewing. Looping enables viewers to catch missed details the second or third time around. But many Viners are also using this loop feature in creative ways, making videos in which repetition is central to the concept, like the 1990s cult-hit Groundhog Day.

Vine-spiration

Now that we’ve covered the basic how-tos, here are 10 ideas for using Vine in your marketing mix. One quick note: to pause any of the Vines below, just click on them.

1. Introduce yourself.

Share a behind the scenes look into your company culture, show off your super-talented staff or give a sneak peek into a special project. A simple wave from everyone will do, or like restaurant VIA, you can make it fun by making faces, or tap into an internet meme like planking as a team.

2. Make a stop-motion movie.

No matter how advanced video technology and special effects have become, stop-motion animation, with its often jittery feel, has captivated generations of children and adults alike. With its simple touch-based recording, Vine is built for stop-motion experimentation. Many of the most popular Vines use this technique, as seen in this gem from Twitter designer Ian Padgham (@origiful).

3. Build brand buzz.

Create a Vine tease to get followers excited about an upcoming event or product launch. Unlike commercials or marketing pieces with their long, resource-intensive production requirements, Vine is an easy way to promote in real-time. Late Night With Jimmy Fallon didn't need six seconds to tease a guest appearance by pop-star Justin Bieber – just a wig and a wink.

4. Introduce something new.

Maybe you can't afford a multi-million-dollar Super Bowl commercial to introduce a new product or service to the world, but hey, you've got Vine, right? Okay, okay. We know it's not the same thing, but even Pepsi, with its enormous marketing budget, turned to Vine to show off the new shape of its bottles. And their effort definitely did not cost millions to make.

5. Poll your peeps.

Want to take the pulse of your followers? Create a Vine that visualizes what you want to measure, and then ask for input in the comments. Comcast wanted to gauge the impact of promoting its SportsNet Twitter account during a hockey game. They owned the copyright for the broadcast, so they just published the clip on Vine. From the looks of things, they probably just recorded it right off the TV screen. Low tech, yes, but it works.

6. Create a moment of zen.

In the frenetic world of social media, a little tranquility is always welcome. Simply giving people a moment of calm among the chaos of the day can earn your brand some positive vibes by association.

7. Try some trivia to drive engagement.

People of all ages and backgrounds love trivia, and many can't resist a good riddle. Verizon mashed together game play, pop music and a feel-good holiday to give followers fun Valentine's Day-themed riddles.

8. Game on!

Like trivia, games are a great way to keep people engaged with your brand. We'll admit this one is a real challenge, but Vine user Brandin6 found a fun way to recreate a popular game from the 80s that gives new meaning to the term "video game."

9. Lure creative people to your team.

Want to find people for your organization that are social media savvy and creative? Vine is a great way to share your company culture in ways that will attract like-minded individuals that will keep that culture going strong. Better yet, hold a contest and have candidates submit Vines about why they want to work for you. It's a much more entertaining way to weed out applicants than giving resumes a ten-second look.

10. Celebrate the holidays (even the silly ones).

Even the most obscure holidays are good opportunities to produce entertaining content, like this geeky Pi Day celebration by our friends at VaynerMedia. The common theme underlying all of these ideas and examples is this: look for any excuse to make a Vine and then be as creative as possible. The Vine community rewards creativity. In fact, it's the driving force that fuels engagement with this new tool on the social media block...Hey, there's another idea: a New Kids on the Block parody. Vine win!

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Bad Romance: 10 Phrases Never to Say to Your Customers

Your brand’s image isn’t defined by your logo. Your message isn’t controlled by your latest carefully crafted ad campaign. Your reputation isn’t wrapped up in your website.

In today’s age of social media, each and every one of your customers holds a megaphone, and he who holds the megaphone controls the message.

As a result, every single interaction your customers have with your brand shapes not only the way they perceive your company and its values but how they share and spread that perception to others in their circles.

So in this world where every word-of-mouth message has the potential to be amplified hundreds or even thousands of times over, what can you do to protect your brand’s good name?

Of course, when times are good and everyone’s happy, it’s not too hard to provide a positive experience. But what about when things go wrong? What do you do when you’ve got a disappointed, frustrated, irate or even irrational customer on your hands? That’s when your problem-solving savvy is really put to the test.

In situations like these, it’s critical to ensure that every employee at every level of your company is thoroughly trained in tactics for transforming a conflict or complaint into a positive experience.

Here are 10 phrases you must absolutely, positively never ever say to a customer when your brand’s reputation is on the line:

That's our policy...

You care about your policies, but you know who doesn’t? Your customers. All they care about is getting their problem fixed.

Using policy as the justification for why you can't achieve this goal will fall flat every time. Of course you can’t let your customer walk all over you and it is sometimes necessary to draw a line, but you have little to risk by finding ways to work within those policies to offer an innovative solution.

There's nothing I can do...

This statement will make any customer’s blood boil. When you say “There’s nothing I can do,” what they hear is “You and your business don’t matter to us.” You might as well throw in the towel and walk away.

There's always something that can be done, even if it requires a little creativity and compromise. Make sure to give your employees leeway to improvise when necessary. A minor concession costs nothing compared to the impact of an angry customer blasting you on Twitter.

What you need to do is...

When customers call, they’re looking to you to fix their problem, not to be told how to fix it themselves.

Of course, there are some situations where it’s appropriate and even necessary to walk a customer through the steps required to solve a problem. Just be sure to choose your words carefully. The difference between saying “What you need to do” and “Let’s try this” is conveying the sense that you’re on their side and that you’re committed to working together hand-in-hand until their issue has been resolved.

I'm new at this...

Again, nobody cares. You might as well tell a customer that they should hang up, call back and hope to have better luck in reaching someone more competent.

Rather than exposing your weakness, simply bring in someone with more expertise and experience to help navigate this sticky situation. Your customer will appreciate the hands-on team approach, and you’ll benefit from learning from a pro.

No...

Ouch! Never, ever drop the "no" bomb. If you don’t make a concerted effort to solve the problem at hand, you can kiss that customer – and every other existing or prospective customer who will listen to their tale of woe – goodbye.

I don't believe...

I'm not sure...

We don't...

Take your pick, but these are all thinly veiled ways of saying “no,” which we’ve already established is the not the right answer. Save your breath and spend your time and energy looking for ways to be helpful and find viable alternatives.

There’s no one else here you can talk to...

Unless you are literally a one-man operation, customers know you're lying when they hear this statement. There's always someone higher up that can step in.

Telling someone there's nobody else they can talk to is tantamount to saying, "You’re not worth our time." This isn’t going to diffuse their anger and will likely send them packing, irate enough to leave horrible reviews all over the Web.

I don't know how to help you with that...

This phrase is problematic even when the best of intentions are meant by the employee offering support.

Sometimes a customer will ask tough questions. Instead of saying you don't know what to do, take a proactive role in connecting them with the correct resource within the company who can handle their problem.

That's not my job...

Wrong. No matter who you are or what your job title is, keeping your customers happy is your number one responsibility. Just do it.

I hate my job...

This company sucks...

These types of statements tend to surface when both the customer and the employee are in a state of emotional upset. It’s the equivalent of telling a customer that they're not going to find any help here.

Bad-mouthing the company is never the right answer, no matter what the situation. It can do immeasurable damage, and in reality, even the angriest customer doesn’t really want commiseration.

They don't care about your opinion. They’ve taken the time to give you a chance to make it right, and they want a solution.

If you find yourself reaching a breaking point where you feel the need to make statements like this, take a step back and clear your head. You may not feel that you’re getting the support you need from your company, but customers don't need to hear this. If necessary, ask if you can put them on hold momentarily while you "search for the solution." Then take some deep breaths, get help and do whatever you need to do to rejoin the conversation with a positive attitude.

{Nothing...}

Silence is the absolute worst thing a customer can hear from you.

If it’s necessary to put a caller on hold, don't keep them waiting long. Even better, get their information and tell them you’ll call them back (and then make sure you do – promptly!).

If they’re asking tough questions or getting frustrated, responding with silence will only add fuel to their fire. But that doesn’t mean you must have the right answer on the tip of your tongue, either.

Starting with genuine empathy is a great way to diffuse the situation. Even a simple, "Yes, sir, I can see why you are upset. Let me see what I can do to help you out," will buy you some time to organize your thoughts and collect your composure so that you can confidently work toward a mutually agreeable solution.

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