Searing Your Brand on Social Media: The Overnight Birth of a Logo

Three weeks ago, almost by accident, I came up with what is the first tiny-but-tangible building block of my would-be world news media EMPIRE(!?) Aaiyaaaa!!

The great challenge and opportunity of the web is that you can actually create new stuff, which you then might just get someone out there in the ether to consume (and one day, buy!?) Rather than having to claw through a corporate list of meetings and measuring, some half-equipped dude can actually get his idea up  and running – and live — virtually on his own. Cool shit.

The adrenaline rush of inventing something brand new is different for a reporter who typically got his rushes responding: to events, to editors, to fill that empty space on the wires/paper/magazine/website that is waiting for your copy. Now, there is another void waiting to be filled, but only YOU are aware that it exists.

To try to capture that sensation, and show how accessible the digital world can be, I thought I’d try to chronicle the blow by blow of why/how/when I upgraded and expanded While U Slept, my aforementioned lil’ project of Overnight News Bundling.

Friday, March 5

4 p.m. On the phone with my Paris-based multimedia ‘rabbi‘ who I lean on for ideas/advice on the project. Brainstorming on how to build traffic for whileUslept. He notes its high time I stop posting only on my own twitter account…and give it a twitter home of its own. As we talk, I notice I’m getting a quick flurry of ”follows” on said personal Twitter account.

4:15 p.m.. This retweet of my day’s post of overnight headlines goes out. That explains the boost in traffic!

4:20-4:50. Feeling a sudden sense of urgency with new readers coming in, I quickly start to set up that Twitter account, scrambling to put up some generic foto and basic info/description.

5:13: After my thank you message, Prof Sreenivasan responds, saying he’ll refer to my little feed product on his Facebook page.

5:15-5:45. Oh hell! Facebook too!! I scramble to set up whileUslept Fan page, with same generic foto/info. (NOTE: keep reading…final links below. don’t wanna give away the ending!?)

Saturday, March 6

Tinker with new pages….see the first Twitter followers, send out  fan page recommendation to FB friends.

Sunday, March 7

whileUslept traffic has tapered off…both because I don’t do a Sunday entry….and because, well…why? Decide it’s time to give the whole damn thing a more professional look and functionality. It’s time, in other words, to call on Annie, who is already busy slaving away in her spare time to complete the prototype for the bigger site. I send an email out to her to see if she’s free for a Skype, though I don’t specify what’s up.

Monday March 8

9:49 AM Annie responds: she’s free this evening for a skype. I decide still not to mention what is up (She probably assumes it’s about prototype), figuring I can explain it directly more clearly…I also figure it will take a few days to get the various whileUslept venues spruced up. (Shower great compliments on myself for uncharacteristic patience…)

11:15  AM After spending previous 16 hours — minus 5 for sleep — trying to figure out why the damn link of my Facebook Fan suggestions wont go through to several friends who’d flagged me… I realize that I had a country restriction. In fact, all 9 of my fans live in friggin’ France! It is confirmed: I am an idiot!

12:29 PM this tweet goes out from a certain star journo-twitter, a former colleague who’d seen whileUslept post on Facebook, Biggest spike to date in traffic begins, heading toward 600 hits, and dozens of new followers/fans…I cringe a bit, knowing the clankity layout of the thing, but I do my best to NOT call Annie, who does have a day job after all! (and 2 kids!!), and gets exactly 0 euros in monthly salary from yours truly.

9-11 PM: No sign of Annie. It will have to wait, I tell myself, but I lay out in a detailed email my wish that we (she!) can come up with a logo/design for whileUslept.

11:54 PM: Email arrives from Annie: Sorry …fell asleep putting (daughter) to bed….starting work now:(

Midnight-4:30 a.m: this could be a post of its own…but to make it brief, Annie and I, fighting with a shaky skype connection and sagging eyelids, go back and forth on concepts/designs/executions of logo. We decide it should be the same colors/font as the prototype she’s doing for the Mother Site. We agree on designs for the different venues where it will appear. (Final touch ups will be made the next morning) HERE ARE THE RESULTS…

TWITTER

FACEBOOK

WHILEUSLEPT HOME PAGE

Conclusion to whirlwind: Annie is a Danish Rock Star. I am a happy American camper. But traffic is tapering off again!!?? Aaiyaaaa!!

(ALL FEEDBACK/IDEAS WELCOME!!) ANNIE can be reached at annieskovgaard.christiansen@fastwebnet.it

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Filed under branding, Breaking News, business model, content, entrepreneurship, social media, The Big 5 (Top Overnight Stories), Top Headlines, world news

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