Covering #SIHH: A Social Media Overview On Sharing A Major Watch Show

Covering #SIHH: A Social Media Overview On Sharing A Major Watch Show

Covering #SIHH: A Social Media Overview On Sharing A Major Watch Show   evolving the blog

This article is by Kristin Kramer who is typically on the back-end of aBlogtoWatch but has taken the time to share a recent interesting experience

SIHH watch week in Geneva, the third week in January, has become an exhilarating, exhausting onslaught of watch love, filled with astounding, jaw-dropping displays of design, engineering and skill found at SIHH, the Geneva Time Exhibition (GTE) and in hotels along the Quai des Bergues where independents display their wares.  It's a mind-blowing wrist-candy assault of the senses, bringing joy to the hearts of watch lovers everywhere - who can be there.

Let's Bring Watch Week to You, But How...?

I'm not a "Facebook Person." Here's proof:

Covering #SIHH: A Social Media Overview On Sharing A Major Watch Show   evolving the blog

Prior to taking the Facebook page over for aBlogtoWatch, I had never posted a Facebook picture, except accidentally by phone in a pool hall, and I am often loathe to the seemingly endless stream of cat and baby photos, motivational quotes, Huffington Post articles and George Takei shares.  Privacy concerns; time suck; People I know only from high school who I really hoped I’d never run into again, and to whom I wished my fate would remain always a mystery.

Nothing good can come of it.

Covering #SIHH: A Social Media Overview On Sharing A Major Watch Show   evolving the blog

So, when Ariel asked me to take over the Facebook page for ABTW while he went on his first vacation in December, I fought it hard.

KK: "I don’t have time for this. I'm running the higher functions of the ship over here.  Forget it! No."
AA: "It just takes a second."
KK:  Long sigh. "So, I’m just pasting the URL of a new post into a status box, right?"
AA: "I don’t know."
KK: "Okay."

I've programmed aBlogtoWatch for all the latest social media functionality, and for years I begged Ariel to start tweeting, but I did not want to be the one to actually DO any of that stuff. However, certain circumstances made that change. For one thing, upon the launch of the aBlogtoWatch versus aBlogtoRead name our Facebook page "likes" went down to zero because we needed to start from scratch. I wanted to take charge to bring back and surpass the previous numbers. On a bigger level, I was curious and intrigued how we could cover a series of watch shows in close to real-time.

Some blogs took the tactic of rapidly writing articles on as many of the new products as possible. Maybe four, six, or more articles a day. Our philosophy was different, because we feel that it is best to cater to people's attention spans, versus inundate them with info. People can digest about one to two articles per day and have any future recollection of what was said in them or what was covered. Exceed that and one's attention span shrinks in order to absorb the extra information. You might as well just be posting pictures at that point given how little people are going to read. Nevertheless, how were we supposed to share with gusto the dozens of new watches Ariel was seeing each day on the show floor?

KK: "Take a few pictures, and I can share them with our viewers on Facebook.  If SIHH is so exclusive, take us with you in pictures. Let us be a part of your experience. Let us in, bring us with you."
AA: "You don't know what it's like. Swiss internet is terrible, and mobile data is very expensive, I have two shows to cover by myself and Adi, and I have 44 meetings to get to. I just don't have extra time to sit around and upload stuff."
KK: "Okay."

We later decided to use Instagram as a funnel for content. Ariel would upload images to Instagram via the aBlogtoWatch account, and I could share them on FB in a range of ways. Two days later, he wrote an article on it, SIHH 2013, You Control The Watch Coverage where he invited the world to use Facebook, Twitter and Instagram to tell us what they wanted us to cover.

Hey, you got your chocolate in my peanut butter, and you got your peanut butter in my chocolate.  Well, they are two great tastes that go great together, and what followed was a peanut-butter-chocolate-sundae with a watch on top. With little preparation, fewer resources and even less communication, we bombarded our Facebook fans, Twitter followers and Instagram-ers with every photo, video snippet and two-word comment he could manage to get to me from behind the sapphire crystal curtain.

Covering #SIHH: A Social Media Overview On Sharing A Major Watch Show   evolving the blog

I had no idea what I was in for. Five 20-hour days parked in front of social media consoles and DropBox (Ariel would upload photos there in his sleep every night while it took 5-10 minutes per image to upload via the planet's worst first-world country internet), a whirlwind of comments to keep up with, living on Geneva time with a body clock set for San Francisco, a mad flurry of processing a steady stream of photos and fingertips on fire from touchpad syndrome (only recently has the feeling in my fingers come creeping back). Suddenly, the ABTW Instagram account was on fire, and he was Tweeting up a storm. Pulling it all together, following the cross-social media conversations and simultaneously funneling people to our new Facebook page was a lot tougher than I imagined. I didn't leave my apartment, my close friends planned an Intervention, and I got to know the food delivery guy pretty well. But these are, as Louis C.K. would call, "white people problems."

What I got for my investment was a deeper reward than I could ever have imagined.  I got to know the watches, feel like I was there, learn a lot about the brands, and get my mind blown with a steady stream of watch porn the likes of which I have never seen.

Covering #SIHH: A Social Media Overview On Sharing A Major Watch Show   evolving the blog

Covering #SIHH: A Social Media Overview On Sharing A Major Watch Show   evolving the blog

Covering #SIHH: A Social Media Overview On Sharing A Major Watch Show   evolving the blog

And I got to know you.  The people who commented and messaged me and engaged in something we all love: watches. We got pure, unfiltered feedback - You told us what you loved and what you hated, and we had a great time talking with each other, newbies and experts alike.  You were the real #watchporn stars that made it an amazing week for those of us who could not be there.

We vow to do this again. Next time, with some preparation, some planning and, if the ad revenues allow, with more resources.

I've re-connected with some old friends on Facebook, made new friends and I found myself liking a LOT of watches and other things on Facebook. And I just tweaked my privacy settings how I want them. Facebook IS what you make it.

We also got some interesting compliments. ABTW received a Facebook message that began, "It is so rare to come across a company that truly understands how to do social media marketing..." Wait, is THAT what we're doing?  I thought we were just doing what we are here for. Sharing our love of watches.

Covering #SIHH: A Social Media Overview On Sharing A Major Watch Show   evolving the blog

Check out the Facebook page of watch story, poem and song here: https://www.facebook.com/aBlogtoWatch

We've created three photo albums from the week: SIHH 2013 - Geneva Time Exhibition 2013 - Watch Week in Geneva 2013

A big thanks to Facebook, who let me hang out with the developers there the other day and share my experience.

12 comments
korbindallis
korbindallis

Thanks for shearing the pics Ariel took,

I commented and also shared a few :)

MarkCarson
MarkCarson

Boy do I feel slow on the uptake. I just now put together that Kristen Kramer (the ABTW programmer and poster in question) is frequent commenter SN0WKRASH (who I always thought to be unusually polite and nice). S-L-O-W-L-Y the pieces come into place some days!

daottaway
daottaway

Way to go Kristin!

Glad to see you and Mr. Max hitting these posts, funny how we all end up here at the same time. I'm just a baby blogger, but if I could hold a tenth of Ariel's peeps attention I would be well pleased with my efforts. I hope to meet you guys out sometime, talk to you soon. Keep up the good work.

SuperStrapper
SuperStrapper

Nice write up. I don't Facebook (I have one so that I can enter the contests here I'm not even allowed to win), but I do like the aBtW tweets. The cred of both KK and AA went up several notches with written proof of thier hate for facebook, especially considering how active you are on it. Just like paying taxes - no one likes doing it, but we all do it just the same: begrudgingly.

LapYoda
LapYoda

Like many readers of ABTW, I was very impressed with the coverage from SIHH and GTE on my Facebook feed, and I look forward to the more in-depth coverage on the web site itself.  Kudos on a great job covering the events!

lrwiggins
lrwiggins

Great article, Kristin! Congrats on surviving your first SIHH event. You really did an excellent job covering the event and delivering the latest information to aBlogtoWatch readers and Facebook followers. I look forward to seeing more articles from you on ABTW!

Maximilien
Maximilien

Great first person overview of the "social media" revolution and "power" of Facebook. Curious if aBTW is back to aBTR 'like volume'?

SN0WKRASH
SN0WKRASH moderator

@korbindallis thanks, it's what makes it great :-)  Get ready for BaselWorld in April!

SN0WKRASH
SN0WKRASH moderator

@MarkCarson I am at  once omnipresent and mysterious, Mark, it's not your fault ;-)

SN0WKRASH
SN0WKRASH moderator

@LapYoda Thanks, we're completely floored and pleased that an idea we had was a success. The most thrilling part for me was in the middle of day one when the conversation started happening, and more and more people started showing up and participating, it was absolutely exciting to see it, but I knew it was a success when *I* started having a great time.  Looking forward to Baselworld 2013!

SN0WKRASH
SN0WKRASH moderator

@lrwiggins Thank you, Laura, I saw you liking a few of those watches throughout the week, I'm so glad you had a good time!  Something I had hoped would happen, was that people who never really thought about watches before would come to the party and have a good time. I don't know if I'll write another article for ABTW, as I'm not one of the writers, but we'll see, maybe there's another report or two down the road for me, thanks for the encouragement!

SN0WKRASH
SN0WKRASH moderator

@Maximilien The old Facebook page had accumulated around 5,000 fans when we were forced to make a new page to go with the new name a couple of months ago. While we now have half of that number, it's pretty amazing that we did it in 2 months, with most of those people finding us during Watch Week :-)  I guess the most important thing that happened to us during this time is that these are not "just numbers" to us.  Each number is a real person with whom we can share the love and who can contribute to the conversation.

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