New Media Model/Social Media Platforms

Post by: Greg Shikowitz

With how popular social media sites are in this age of marketing, it has brought with it a remodeling of how to reach consumers. The initial statistics our textbook gives about the activity for some sites is astounding: Twitter has 284 million monthly active users, Facebook has 890 million daily active users, and LinkedIn claims over 300 million members (Scott, 2015).

Our textbook gives tips on how to use each social media networks to advertise your product. Facebook is vital for engaging with consumers and some of the most important features include people being able to “like” your product, as well as “tag” others in posts having to do with it. When this occurs it often notifies their followers as well through Facebook’s newsfeed. This is a great way to spread awareness of your product from one individual to all of their followers, or in this case “friends”.

Google Plus has an interesting influence on new media and the adaptions that are being made for it. Scott speaks of how it is not the product itself that is influential in reaching customers, but rather its connections to Google and its search engine that makes it vital to have an account. SEO and SEM have been covered in previous blog posts, but those same concepts apply here as well.

Twitter is another prime example; it is essentially a miniature blog that allows for people to communicate and express themselves through short messages. Lately, it has become more and more popular for companies to interact with users to gain recognition. Real time marketing goes hand in hand with marketing on Twitter, and with the proper creativity can gain a product a lot of “free” advertising. It may not be about their product, but it still brings publicity. I urge you to check out Denny’s on Twitter, they are known to often interact with consumers in a comical way.

https://twitter.com/DennysDiner

creatingchange

All of these social media sites are the ideal places to reach consumers, but there is a concept that is important to remember when utilizing these platforms. We discussed this concept in class; it is the idea that one should not promote its own social media, if consumers cannot find it on  their own then they are not going to be interested. This goes along with the concept of “if you build it, they will come”.

(Group 7: Katherine Raborg, Molly Weeks, Greg Shikowitz)

Real-Time Advertising (RTA)

Post By: Lauren Dinnebeil

This week in class, Group 3 taught us about advertising in todays world, and how its changing and evolving. A relatively new concept is real-time advertising, or RTA. RTA has the ability to reach the intended target audience with a message that is relevant to them right now. Real-time advertisements don’t necessarily make consumers want to go out and buy the product being advertised right now, but the goal is that the ad resonates with them and creates a consideration of a brand for a later purchase (Hof, 2013).

Real-time advertising is an innovative way to get your brand recognized. In my opinion, I think that RTA is a great strategy for brands to take on. Traditional advertisements oftentimes are boring and are sometimes too in your face saying “buy our product now.” RTA is a different take on advertising, and definitely gets people interested and catches ones attention.

A big day that brands take advantage of RTA is during the Super Bowl. The first form of RTA that I recall seeing, and still think is great till this day, is Oreo’s tweets during the 2013 blackout that happened during the Super Bowl. Oreo took advantage of the blackout and took it upon themselves to create a fun way to showcase their brand. Oreo created this ad within minutes and tweeted it out instantly. The photo read, “You Can Still Dunk In The Dark,” and it generated thousands of likes and retweets. While this form of advertising probably didn’t cause everyone to go out and buy Oreo’s the next morning, it did exactly what event-based advertising is supposed to do: it got lots of people  talking about the brand, and in glowing terms (Hof, 2013). This advertising was free for Oreo, and created a bigger buzz than the Super Bowl spots that brands spend millions on and prepared for months. Oreo spent all of about one minute on this, and it costed them nothing. This goes to show that brands don’t need to spend millions to get their brand noticed, they just need to be innovative and fun.

The photo that Oreo tweeted is below:

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While Twitter is a great medium for brands to take advantage of RTA, it’s also possible to run real-time advertisements on television. This year during the Super Bowl Hyundai took advantage of this and created an ad that was sure to get people talking. Hyundai ran a 90-second advertisement that was filmed during the Super Bowl and was aired immediately after in the post-gun slot (the first break after the game before the trophy is handed out to the winning team) (Walsh, 2017). The advertisement showed United States soldiers enjoying the Super Bowl in a large room, followed by taking a select few into separate rooms and playing the Super Bowl live on one side of the screen, and showing their family via video chat on the other half of the screen. The point of this ad was to show that watching the Super Bowl with those you love is better than watching it alone. This created emotion among viewers as the soldiers were so happy to see their family, and to have the opportunity to watch the game with them (virtually). Hyundai did an amazing job with this spot, it was definitely money well spent on their part. If brands are going to dish out the millions of dollars needed to get a spot during the Super Bowl, it better be interesting and innovative. Overall, I believe that Hyundai did an amazing job.

Watch the Hyundai Super Bowl advertisement here

Sources:

WATCH: Hyundai Live Super Bowl Commercial Ad 2017 [FULL VIDEO]

https://www.forbes.com/sites/roberthof/2013/02/04/real-time-advertising-has-arrived-thanks-to-oreos-and-the-super-bowl/#1307f95f4f6f

-Group 2 (Lauren Dinnebeil, Justin Mullins, Ashton Bottini, and Elektra Nelson)

 

The Golden Ratio

Posted by: Imani Campuzano-Guevara

In a social media driven world brands scramble to be noticed and content is a key factor in that process. People don’t want to see an endless stream of ads that only talks about the product or promotions that may cheapen the brand. Even sharing too many articles or resources related to the brand can distract the consumer from the product being promoted. That’s where The Golden Ratio for Social Marketing steps in as guideline to the perfect ratio of shared content. For those who don’t quite know how to properly market their brand or product these methods are key in understanding the market.

This strategy is divided into three sections:

FullSizeRender.jpg30: Content You Created

One would think that the content created by the company should play a larger role when it comes to marketing, however this is not the case. People are more self-interested and don’t want to hear a company talk about itself, it can get boring and redundant. Not to mention that producing one’s own content is very expensive and they may not have enough owned content on hand. A wonderful example of curated content would be from Nike Middle East commercial “What Will They Say About You?”. In this video they were able to promote their brand while focusing on women and equality.

60: Content You Curated

More than 50% of social marketing focuses on what’s curated, but why look at other peoples content? It allows the company to engage with the consumer, creating a shared experience showing the faces and opinions behind the brand. By connecting the brand with similar tags, the consumer can identify with the brand and become loyal to it. It’s important to use links that are relevant to the brand and community as well as current topics. An unlikely example of this is the Random House Pinterest page. They not only showcases boards on what books to read at the next book club but examples on how to set up your own, literary quotes, book art etc. They not only promote their own authors but they have boards for any type of book lover.

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10: Promotional Content

This is the company’s call to action. It’s the added incentive for being a loyal to the brand. People don’t want to be bombarded with promotions because while a deal is great it shouldn’t be what the customer is looking for. An example of this would be Spotify, who has done a great job at promoting without overselling their brand.

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Group 8 (Elizabeth Brozovich, Sydney Lucas, Jessica D’Amelia, Imani Campuzano-Guevara)

Media and Millennials

Understanding your target audience is important when building a marketing plan. This ensures your message is delivered in front of the right person, at the right time in the most effective way. Determining your audience also helps choosing the the tone of your writing and which platforms are best to reach them.

This week, as a group, we dug deeper in understanding Trending Fox’s target audience. The discussion started with VALS segments. We decided the target audience for Trending Fox has the experiencer mindset. They care about fashion, trends, socializing, and entertainment. This is also where they spend the majority of their money. Since Trending Fox is a unique service we had to pull and combine from a series of topics. We searched spending habits, brand choices, high end to low end shopping habits, and media consumption. The data we pulled was informative and supported a lot of the notions we knew about this target audience. Being a part of this target audience, it was easy for us to create insights, understand motivations behind their actions and visualize where out product fits in their lives.

Continuing this search to understand our target, I found this article that spoke about the changes in media consumption among millennial.  There is shift to relying on devices with internet access. As the data shows in the article, more and more millennials are choosing to stream short and long content on their devices. They are the largest group to make mobile payments and receive news sources on their devices. I thought it was interesting the way this infographic showed the overall shift of millennials using their phones as a primary tool for all things and not just social media. This information connects to our target audience since they are millennials and helps us understand them a little bit better.

Mary Romero

Group 5

Does Equality Have Boundaries?

Post By: Ashley Liso

Nike: Equality Has No Boundaries

Nike recently released a new video advertisement entitled “Equality Has No Boundaries,” featuring several notable athletes including Lebron James, Serena Williams, and Kevin Durant. The video clip displays scenes of basketball courts, tennis courts, and football fields as the narrator states: “Here, you’re defined by your actions. Opportunity should not discriminate. The ball should bounce the same for everyone. Worth should outshine color.” The advertisement closes with the line: “If we can be equals here, we can be equals everywhere.”

This advertisement by Wieden+Kennedy Portland made its debut the night of the Grammy’s, and is “focused on encouraging people to take the respect and fairness they see on the field and translate it off the field” according to a press release released by Nike.

As a frequent visitor of the website Creative Criminals, I encountered this advertisement and immediately thought back to “The New Rules of Marketing and PR” chapter in David Meerman Scott’s book “The New Rules of Marketing and PR.” Within the chapter, Scott notes that “you are what you publish,” and I think this holds true when referring to Nike and its equality campaign. The release of this advertisement portrays Nike as a brand that uses its voice and recognition to speak out on causes important to its athletes and employees. This commercial aired shortly after Nike announced its partnership with MENTOR and PeacePlayers International, and Nike is to donate $5 million in 2017 to numerous organizations that advance equality in communities across the US. In doing so, I believe Nike is attempting to generate a positive image of the brand, and the company is not afraid to showcase its opinion on the lack of equality in the country, despite the possible backlash the company might receive for promoting such a message.

Released shortly after several Super Bowl advertisements received backlash for being politically controversial, Nike’s “Equality Has No Boundaries” advertisement has attracted its fair share of positive attention from the public, as I myself have seen the video shares on multiple social media platforms. As we have learned, advertising reflects what is current in society and is constantly changing, and I believe Nike’s message to the public to be positive in its intention.

However, some viewers of the advertisement deemed Nike as being hypocritical, proposing that the politically correct ad promotes diversity despite claims that Nike mistreats its workers in poor countries. The debate was introduced to twitter, users tweeting to Nike directly their critiques of the campaign.

Due to the high volume of tweets sent to Nike, the firm issued a statement concerning their desire to create a fair and respectful world both on and off the field. The statement read, “Nike believes in respect and equality, and these are values that are worth standing up for and supporting.” While Nike’s statement showcases the company’s intentions, I believe that the firm would have better appeased those it angered if they had responded directly to the negative tweets received. Doing so would have made Nike seem more personable, however I do commend Nike for continuing to support the message of the commercial, demonstrating how much they truly do believe in what they preach.

The company also issued statements concerning the fundamental transformation of labor conditions in their factories, admitting that there is still much to be changed, but that progress is indeed being made. After having read Nike’s complete statement, I think that Nike was smart in its strategy to admit that the conditions in factories are less than perfect. In admitting the company’s flaws, Nike is likely to be deemed as more trustworthy to consumers.

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Watch the full clip at: http://creativecriminals.com/celebrities/nike/equality-has-no-boundaries

Group 1 (Ashley Liso, Katherine Braver, Jared Boba, and Amber Urena)

SEO vs. SEM

Published by Madison Gabor

You know when you want to find something online and you go to google to use the search box? You *usually* find what you are looking for within the first few options, right? Do you ever wonder how or why this happens?

This is caused by two fancy terms called Search Engine Optimization (SEO) and Search Engine Marketing (SEM). SEO is, “the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine,” while Search Engine Marketing (SEM), is a “form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.”

SEO1.jpg

Both techniques are major media strategies and are used by companies all over the world to make their website come up high on the list of search results. The ultimate goals here, is become the #1 hit for a specific search.

There are a few subtle yet extremely important differences between SEO and SEM. The major one being that SEO is technically free, while SEM is paid for using advertisements that come up first on the list. There are definitely pros and con to each of these strategies. Within SEO, you aren’t paying anything to have your website come up first, however, you must put in A LOT of work to get it there. You must be consistently uploading and updating the content on your page, or it will slip back down the list. So although SEO is “free” it takes much more time and effort for a page to get higher on the list of results. Google is mainly looking for pages that “answers the questions of viewers.” If you consistently and successfully answer questions, you are in pretty good shape. Using SEM, a company is paying for their pages to come up first on the list, using advertisements. So, opposite of SEO, you really aren’t doing any major work to get to the top, however, you are paying big bucks to get there.

Search Engine Marketing Acronym

90% of internet sessions start with a search query, even when they know where they want to go. This makes SEO and SEM extremely important if you want to get noticed. Google states they have approximately 200 different variables in their algorithm to create the search result list.

So, now that you know how to get your company to the top, what will you choose? Search Engine Optimization or Search Engine Marketing? Or maybe both!

EDIT 3/14/17: Each company should think longer and hard about which strategy to use. If you have some time on your hands, and not as much money to spare, SEO is the way to go. With this you have to constantly be creating new content. This would be for a company who really wants to work for where they want to be. This may be a small or local business that cannot afford paying for SEM. On the other hand, some larger companies and franchises can definitely afford SEM, and probably set a lot of money aside in their budget for marketing and advertising. All in all, it really depends on your company values, time, and money available.

One article wrote that every company should be using SEO because “with SEM, every dollar spent is immediately consumed; when you turn off the budget, your visibility will vanish immediately and entirely.” This is something to really think about as a business. What if your funds are running low and you have to cut marketing costs? You might not be able to afford SEM anymore, which would wreck havoc on your SEO (https://www.americanexpress.com/us/small-business/openforum/articles/seo-vs-sem-which-should-you-use/). After reading this article, I would definitely go for Search Engine Optimization, rather than Search Engine Marketing. You never know when times could get tough, and your online presence could be in jeopardy because you were too lazy to put in work.

 

 

Finding Jobs Through Social Networking

Post By: Justin Mullins (Group 2)

“To find a job via social networks, you have to stop thinking like an advertiser of a product & start thinking like a publisher of information” (Scott, 2015).

Social networking plays a critical role in the search for jobs today. You are essentially your own brand & everything you post reflects who you are as an individual. In the past, one would be advised to prepare their physical resume and send to employers to the respected field they were seeking to work in, however, that wasn’t the difficult part. The difficult part was having to reach out to employers, with little to no ability for the employers to reach out to you.

With the existence of many social media platforms, employers now have the ability to reach out to you. Sites like LinkedIn are revolutionizing the way we search for jobs. While the act of sending out your resume still exist, we are now able to post our resumes online for the public to see. You now have the ability to “Create a presence that people are eager to consume” (Scott, 2015).

The online profiles we create of ourselves offer employers more information on us than the traditional resume will ever do, we have the ability to be more creative. Resumes are generally short and right to the point but with the existence of social media we can expand on the amount of information we present on ourselves. We can offer more information that people actually want to see.

The article below mentions the pros & cons of having an online presence on platforms such as LinkedIn:

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Full Article: http://www.cio.com/article/2888303/linkedin/is-linkedin-killing-the-traditional-resume.html

Team 2 (Justin Mullins, Lauren Dinnebeil, Ashton Bottini, Elektra Nelson)

 

 

Hitting the Target: Burger King Edition

By: Courtney Martere

A major part of appealing to a target buyer is communicating with them in real time. This could mean solving their current issues, taking their advice and desires into consideration, or developing a product that proves useful right now. David Meerman Scott explains real time by saying, “News breaks over minutes, not days.” It is in a brand or business’ best interest to remain alert of the ever-changing world and constantly be thinking about how they can stay relevant to consumers.

As we discussed target audience in class the other day, I couldn’t help but think of a genius advertisement Burger King Israel released last week. On the eve of Valentine’s Day, and during the week of the release of 50 Shades Darker, Burger King introduced the Adult’s Meal. Similar to a kid’s meal, the adult meal comes with a free toy inside.

It’s a sex toy. Burger King is selling sex toys with their food.

burger-king_adult-meal_valentines-day_psfk

It sounds bizarre, widely risky and maybe even a little inappropriate, but the Adult’s Meal has generated a worldwide buzz of discussion among both critics and interested buyers. The timing, in my opinion, is genius. The release of the second movie in the 50 Shades sequel has been the talk of the web lately. Everyone is curious about the popular, racy film that brought in $146 million on the night of its debut. It was essentially clever for BK to play off of this public knowledge and include hints of 50 Shades into their campaign.

Additionally, BK drove buyers to their store on a night that the franchise would normally not see a lot of business: Valentine’s Day. I mean, seriously, who is taking their special someone out to a fast food chain on what is supposed to be the most romantic day of the year? Lonely singles may wander to a BK drive-thru on February 14th, but business should be expectedly slow. This year, however, BK peaked the interest of their target audience and encouraged them to buy their product. The shock factor in itself would be enough for me to buy the meal. In the mind of many consumers, they’re probably thinking, “This can’t be real.” The only way to find out if it’s legit? Buy the product.

Advertisers tend to shy away from taking risks as Burger King did with this campaign. Naturally, they’re afraid of failure. They’re afraid of change. Why mess with what has worked in the past? The problem with constantly relying on past successes, is that those approaches won’t always be successful in the future. By taking a risk and paying attention to what the public is talking about, Burger King capitalized on the opportunity to offer a product that is relevant today. Any other time, this idea may not have worked. A year ago or even a year from now, this campaign will probably make no sense, but it is relevant right now.

Commercial: Burger King Adult’s Meal

Finding the Target Market: Blue Apron

learn-info-pod-delivery-2238c02f243c938844c22eeb9187dfdf98810d963928f718dffd86b9eb05222aPost By Elizabeth Brozovich

When thinking about Blue Apron’s target market and target demographic, three main focuses surround our thought process. As we are deciding who will be featured in our customer profiles,  we decided to stick to these three benefits and features of Blue Apron, in order to find the consumers who most need these benefits.

  1. Blue Apron recipes are easy because all of the ingredients are there for you; everything you need is readily available, in one place. You will save time and energy while still making high quality meals. This benefit of efficiency and ease of making high quality meals appeals to a busy parent. As they try to balance their children, their job, and all the responsibilities that fall in between, they may find they don’t have the time or energy to search through grocery store aisles, plan meals, and make sure all ingredients are accounted for. Blue Apron allows this busy parent to still have the ability to make their children and their family the meals they deserve and the meals they wish they had time for. With Blue Apron, these parents can still make high quality meals. This benefit will help us in the full development of our target demographic as we will keep in mind the people who would most benefit from the efficiency of Blue Apron recipes and boxes.
  2. The ingredients in Blue Apron boxes go from the farm to your kitchen table. With Blue Apron, the middle man (grocery stores and other facilities) are taken out of the equation. This benefit will also help us in the development of our character profiles. We are able to focus on this benefit of Blue Apron and find consumers who are looking for fresh food straight from the farm to their table.
  3. Blue Apron offers a large variety of new and diverse recipes. This is the third feature and benefit of Blue Apron that we hope to use in the development of our character profiles. For example, perhaps a parent of teenagers has a hard time getting their children to stay home for dinner. They may feel they are making the same meals over and over. Blue Apron allows them to make meals they would have never made had it not been for the convenient boxes including all necessary ingredients for a new and exciting meal.

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In addition to these three main benefits and features of Blue Apron that we hope to use in the development of our character profiles, we also intend on using data. Although there is not accessible data directly for people who purchase ready-to-make fresh meals, such as Blue Apron, we have found two sources of data that we feel can be helpful to us: people buying frozen meals and people making meals from scratch. When looking at these statistics and thinking about how we can use this data, as it seems relevant to our brand, Blue Apron, we came to the thought that perhaps the people buying frozen meals can be compared to the people cooking from scratch, as Blue Apron can help the frozen meal people become the chefs they have always wanted to be. We hope to use these two groups of statistics in forming our customer profiles and deciding on our final target demographic, while exploring this idea further.

Group 8: Elizabeth Brozovich, Sydney Lucas, Jessica D’Amelia, Imani Campuzano-Guevara.

 

 

“It’s not what you do, but why you do it.”

Post by Andrew Palmiere

Author, motivational speaker and marketing consultant Simon Sinek has found a relatively simple formula that he believes great leaders, along with their company’s can use to inspire action. His formula is called “The Golden Circle” and it focuses on three major questions, what, how, and why? Examples of “The Golden Circle”in use include the Wright brothers, Apple, and Martin Luther King. The most straight forward and easiest example to understand involves the use of the model with Apple computers.

The idea of the model is not to tell consumers what it is that you do, but the more important question, why you do it. Sinek believes that Apple does a good job putting the model to action since they do not run ads that simply tell consumers how fast there processors are, and how Apple computers are better than there competitor’s, Microsoft. Instead Apple spends time selling their belief and way of thinking. They say “We Think Differently” and because of this we just happen to provide beautifully designsteve-jobs-think-differented computers. Then they ask you if you would like to buy one. Apples most famous commercial does not even show an Apple product. Instead it shows influential people including Ghandi, Pablo Picasso, The Wright Brothers etc. All people who thought differently and throughout history we able to change things. In many ways it was a tribute to the dreamers who were not afraid to go against what was popular at the time. This was so succesful and follows “The Golden Circle” because it perfectly illustrates why Apple does what it does. When consumers see this it inspires them to buy into the Apple tribe and be associated with all the great people featured in the commercial.

My team and I hope to create a similar feeling when working with Trending Fox. We are going to focus on what inspires the people behind Trending Fox and why they chose to make and alter clothing. It would be easy and less effective if we just highlighted the key features they provide with their clothing work. We want to make consumers feel the urge to join the Trending Fox tribe.Also, adding a muse to the company to project a desired brand image will be important. With NYFW just coming to a close there is a lot of inspiration in the air and designers made their beliefs clear through there new collections.

TEAM 5