“If You Lie, You Die”

 

Post by Andrew Palmiere

 

This week in class we talked about the importance of social media and how it can be used effectively, to drive meaningful engagements. Sadly, it is not as easy as just posting a lot of content and hoping some of it sticks with the viewer and customer interacting with it. It must be calculated and there are some steps you can take to ensure that you are utilizing your social media pages to gain the highest possible engagements. The first thought is to focus on the “what.” It may sound obvious, but it can very easy to get taken away and start to rattle off facts about your company or product. Too many facts can be overwhelming to a viewer and cause them to be uninterested. Explaining and0604_wealth-wizard-warren-buffet_650x455 talking about the “what” can help generate meaningful conversations and catch consumer’s attention quickly. It is also important to note that conversations are built on authenticity, transparency and trust. In other words “if you lie, you die.” Business magnate and philanthropist Warren Buffet has a good quote that I think relates to this same thought. He says that “Honesty is a very expensive gift, do not expect it from cheap people.” I have always liked this quote and I feel as though it is fitting in this scenario when talking about authenticity. At the end of the day if an organization or company is not being authentic and true to there values, reflected in there posts the viewers will eventually pick up on it and totally discredit everything they say from that point on. It is better to stick to what you know and remain transparent. People appreciate transparency and it can be much easier for people to trust. This is important for many different reasons and if an individual really trusts your brand, they are probably willing to pay more for your product when compared against a company they don’t know much about. In addition to these thoughts there are four main rules that are generally good to follow when trying to drive engagement. The first is not to broadcast. It could be easy for you to sit down and identify the best times to post and set things to automatically post. This is tricky however because when things are authentic-stampbroadcasted in this way, there is no one around to respond to comments and help generate conversation with consumers. There is no personal touch and if a consumer replies to a tweet etc. and gets no response they will likely just feel like another number, and that what they have to say is not of value to the company. The second rule is to not get too personal. In my own words it is to “leave something to the imagination.” I liked the example we used in class. When a school shows a picture of a tailgate, it is ok to show some red cups in the background, but don’t show kids doing a keg stand and drinking from a funnel. It is too in your face and unneeded. The third rule is to not be polarizing, unless your company or business calls for you to be. There are a lot of opinions constantly circulating and it is best to not take a stand on an issue unless you absolutely have to. Just focus on yourself and what you offer. The last rule is the “DND” rule or the “do not delete” rule. Lots of things can be commented that may not put your company is a “good” light, but instead of deleting it is most effective to look at it as an opportunity to reach out and clarify, letting the commenter know that there voice is being heard and you genuinely care about helping them out. It just links back to what I was discussing before, it helps establish trust and presents you as an authentic brand

TEAM 5

Even Jewelry Could Use a Facelift

By: Jared Boba

Group 1: Katie Diamond Jewelry

Diamonds Can Be Anyone’s Best Friend!

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Katie creating pieces for her collection

Katie Diamond Jewelry is making headway as a local jeweler. It is always impressive when a small business can hold its own in an industry as competitive as retail. The strength of Katie Diamond is that it is high quality jewelry while still maintaining unique properties. Katie infuses her personal style of bohemian and luxe to make her jewelry stand out from others. This is an excellent opportunity to improve her SEO. Originally, when I googled Katie Diamond I still had to scroll down to find her website. If you haven’t checked it out yet, I highly suggest taking a look here for yourself and or a loved one!

Katie has unique jewelry, so we can improve her SEO by driving people who specifically like bohemian and luxe jewelry to her website. The keywords can be more specific for people searching for certain types of accessories. This is a major advantage when you think about it. Everyone already knows Kay Jewelers, Jared the Galleria of Jewelry, and don’t forget Tiffany&Co. Sure they might be considered the best of the best, but what makes them stand out from one another? We are in an age where bigger does not necessarily mean better. If we can hone in on Katie’s strengths, we can create a brand image that separates us from the rest while still being a mainstream jeweler. If you don’t believe me, take a look below at some of the pieces in her collection.

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Another major feature of our media plan is Katie’s curated content. Everyone can make a name for themselves especially with the help of social media. It would be a lot more useful for us to reach out to reliable influencers like we talked about in class. Coming from a man who loves Beyoncé more than his own mother, I can admit that it is more useful to use underground content that people feel more personally connected to. Out of her 99 million Instagram followers, people do not feel like they can have a comparable lifestyle or could afford to wear the same jewelry as Beyoncé.

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A recent up and coming fashion blogger named Arielle Noa Charnas has made quite a name for herself on her Instagram, better known as @somethingnavy. Arielle just recently hit one million followers on Instagram just for being herself! She has loyal followers that look to her for fashion advice and trends. If we could get in touch with Arielle and send her samples of our jewelry, it would be much more beneficial for her to post about Katie Diamond in one of her “Outfit of the Day” posts than it would for superstar celebrities. Her influence on social media is going to be more consistent and relevant to our target market because women 25-34 can relate to her on some level. An interesting read on how to execute curated content explains the best strategies to use when trying to make your brand more current and “in the now.” It also discusses the importance of one’s personal brand, so if you’re as self absorbed as I am, click  here!

 

Keywords are a Major Key

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By Katherine Raborg

For our group presentation a few weeks ago we discussed the importance of things like radio and tv content, press vs. news releases and newsrooms but my biggest takeaway had to be about the importance of keywords. Something I never grasped was how companies were able to reach consumers so directly even from a random google search. It was as if these companies already knew what you would search, and that’s exactly right. Even in our textbook, the author outlines how it is no mistake when you stumble upon exactly what you searched for and this is all because of keywords.

Much like how companies will keep track of your online activities through behavioral targeting, they will also look at what specific words and phrases you search. Through this research of their target audiences, they craft news and press releases they know will resonate with their consumers. If you adopt a voice that sounds like your consumers, they will be able to connect with you as a company on an even deeper level. Using specific phrases and words will not only create better connections but it will move your site up on the search list, and everyone knows it’s always better to be at the top.

I believe that sometimes companies forget the fact that their customers are the sole reason they can continue to exist. They may place their shareholders and investors above all else, and while they are important, it’s still crucial to be able to communicate with all of your audiences in ways they will understand. Every public is an important public and deserves attention. Like DJ Khaled would say, keywords and phrases are a “major key” and something every company should be aware of.

RepUvue & Landing Pages

By: Courtney Martere

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Last class I was fascinated by the importance of landing pages, and just how simple it is to confuse a person with your website. As easy as it to clutter your site, it’s just as easy to remove the excess information and create an efficient site for consumers to use.

One of the biggest mistakes of site design is that companies put ALL the information on the front page. It’s your business, so it’s natural to think that all information you provide is significant. However, business owners need to design their online presence through the lens of their customers. Why are people going to your site? What do people need from you? How can you teach the person what they need to know, quickly and efficiently?

I took these ideas and analyzed our product, RepUvue’s online presence. Considering they are a reputation management company, I would assume that their online presence is impressive. Creating a clear, attractive site is their specialty; this is what they help other business owners do. When I first looked up the site in the beginning of the semester, I thought it was crisp and aesthetically pleasing. After this presentation, I would make a few changes.

Let’s start with the home page.

Screen Shot 2017-03-29 at 1.32.16 PMWhen you look at this page, the two things that stand out the most are the yellow buttons. One offers a free reputation report, the other requests a demo. For starters, the presentation advised against using the word “free” to describe services, because then customers grow skeptical that something will cost money in the future. Secondly, the company should eliminate one button. Which service is more important? Also, what do they mean by demo? Maybe they should explain that process before highlighting it at the very top of their page.

Now let’s scroll…

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Immediately below the homepage is this. My first thought: pick one. Text or graphic. Both explain the same thing, “what we do.” Personally, I would rather the more graphic-based section then the paragraphs of text. However, is it seriously necessary to include FOUR Learn More buttons (not including the one at the very end of the paragraphs)? My advice: ditch the text. Put ONE prominent Learn More button that teaches about all four services. I do like how the top bar stays in place as you scroll, though.

Let’s keep going.

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The more you scroll, the more confusing it gets. My biggest question is, why are those buttons at the top of the screen there if the consumer can just scroll to see all that information? When you click those individual buttons, you are brought to separate, more detailed pages. Personally, I would eliminate those buttons to prevent repetition on the site. OR I would eliminate close to everything on the homepage and allow what’s behind those buttons to explain the rest.

Also, this is the main site, so I think the blog should have its own, separate landing page from this one. Right now there are sample blog posts towards the bottom of the homepage. I find this completely unnecessary and excessive.

And finally…

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I would ditch the links that match those across the header. The only information that should stay is the Terms of Service, company address and links to social media. I don’t believe a site map would be necessary if the site was easy to navigate. A Site Map link is basically an admittance that the website is difficult to understand. And the social media links? I wish I could see those before scrolling all the way to the bottom of the page. What is someone gets bored and never makes it to the bottom?

Right now, the customer is overwhelmed with too much information and too many courses of actions. If the company wants to keep everything on one site, they should use less buttons, simplify the home page and highlight one thing to do, like get a reputation report.

Website: RepUvue

Landing Page

This past Friday we learned about landing pages and the effects they have, or don’t have. I found this class to be very interesting, landing pages are something I’ve never really thought about or payed any attention to, but now realize are extremely important for many companies.

We learned about landing experiences for pay-per-click advertisements, and how they need to get straight to the point as the company is literally paying for each person who clicks on their advertisement. Because the company is paying for each click, the point isn’t to get a lot of clicks, it’s to see a response. For that reason, it’s beneficial to include more information in the advertisement headline so viewers can see the information they need and decide from there whether they want to click it or not. For example, if data shows that people are clicking just to see the price, might as well include the price right in the advertisement; clicks may go down, but response rates will grow.

While searching through internships on Indeed.com I noticed a sponsored job posting for L’Occitane En Provence. I clicked on the posting, since the headline seemed interesting to me, a marketing internship position. Upon clicking the post, I found out that it is only for those currently pursuing their masters degree. L’Occitane En Provence should have specified that they are only looking for masters students to apply in the headline of the posting. It would save them a lot of money, as they are paying for each person who clicks the ad. Rather than getting a high response for their money, people are just clicking it to find out that they aren’t even qualified. I’m sure L’Occitane En Provence is wasting a lot of money on this sponsored job posting, and it’s such a simple easy fix. The headline could simply read “Marketing Intern for Masters Students.”

Many landing pages are such a simple fix and companies need to realize that in order to get more for their money.

Headline posting:

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Upon clicking the post you will find:

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Group 2: Lauren Dinnebeil, Justin Mullins, Ashton Bottini, and Elektra Nelson

Post By: Lauren Dinnebeil

Trending Fox-Limited and Unlimited Budget Update

Group 5-Trending Fox

By David Zambuto

With only seven weeks left until the presentations for the limited and unlimited budgets for our student run company, the question that remains is what will be chosen media plan for each situation.

However both our media plans will include the resources of:

  • A budget a few thousand dollars
  • The use of an intern to control social media
  • A rigorous content creation plan
  • Branding to fully differentiate Trending Fox from competition

For us the situation is different as a student run fashion company on a limited budget has significant budget cuts. While these budget cuts present a difficulty for advertising and marketing purposes it actually provides a business solution for developing companies to get creative. As a communications student at Marist College, there are numerous set of resources free to use on campus for digital and print content.

For our developing fashion company, the idea is to fully establish what the brand stands for with utilizing online tools where consumers can learn and interact with the brand. The benefit that we have as brand builders and marketers is that Trending Fox didn’t have an online identity pre-established before we had them as clients. For us, due to the limited budget, the emphases will be placed on free tools, with creating a Facebook Page, creating a website via WordPress or SquareSpace with creating a blog, having an Instagram and Twitter, using/creating a Youtube Channel and using access to Indesign, Illustrator and Photoshop, the creation of content that can be shared. Additionally, another viable strategy would include demonstrations and interactive communication means on key points on campus.

For our unlimited budget, the concept we have in mind is to create a team of marketing/branding experts and get the idea of Trending Fox to other Colleges and Universities and then build the brand to become a national concept and be along the lines of H&M, Macy’s, etc. Since the budget is unlimited, the idea is to expand to various media outlets, which includes bill boards, print, web and social media via Snapchat with Snapchat ads or Snapchat stories.

Make Personalization a Priority

By Amber Urena

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We are at the point in this new digital age where we’ve accustomed to the over saturation of news and media in our daily lives. Information has become such a trivial aspect of our routines that we only really focus in on what is relevant to us. For brands attempting to permeate their products and messages to masses for the sake of gaining awareness, personalization should be a top priority first.

Sending brand content and messages recklessly is very similar to what what we do with our junk mail.  When we receive unknown or unsolicited mail, we move it straight to the trash folder; it serves no meaning to us. This is why brands should steer away from marketing to masses and hone in on how they can personalize the brand messages and content sent. In fact, marketing to masses is one of the simplest aspects of the marketing process. There are endless online tools that can distribute your media/content to the right people and places, all one has to do is pay the price. If we can distribute our content to audiences who would actually read our message and call to action, marketing to masses really is just a waste of time and money.

Thus, personalization allows for your brand to be more creative in the media produced because you are no longer creating messages that can apply to mass audiences. When brands are perceptive, audiences are more prone to trust the brand and accept a brand-consumer relationship. Custom experiences make people feel that they are special. If you compare a NYC based real estate agent and a Colorado based mountain biker, one can assume that their consumer worlds are drastically different. However, it is possible that they both use services like Verizon Fios or All State. If the companies can create campaigns with very catered messages, it is likely that the relationship between the company and the niche consumer can be improved. Why? Because through the personalization efforts of the brand, the consumer will make different considerations of its value to them.

At the base of any marketing strategy, personalization should be a top priority to assure that you are not only sending the right message, but evoking a desired response.

 

Newsjacking: Dunking in the Dark

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Post by Elizabeth Brozovich

Newsjacking is the art and science of injecting your ideas, products, and brand into a breaking news story or current cultural event/moment, generating vast media coverage and social media engagement centered around your brand and idea.

In 2013, during the third quarter of Super Bowl XLVII, a power outage at the Superdome caused lights to go out for 34 minutes, causing a momentary blackout. Oreo optimized on this cultural moment. This sandwich cookie’s social media team took the opportunity to quickly formulate a tweet that read: “No Power? No Problem.” with a photo attached reading: “You can still dunk in the dark.”

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Oreo was able to optimize on this moment, that most of the country was watching happen. During a blackout in the Superdome, most people also probably took out their phones, browsing social media. Oreo was able to formulate an Ad and a tweet almost instantly, causing their brand to be the talk of the nation during this historic moment. Oreo made this decision to make their brand relevant to what was going on in a humorous way. It is incredible that by the time people in America took out their phones to browse Twitter, this ad was already posted.

How did Oreo pull this off?

Turns out, they had a team of 15 social media team members watching the Super Bowl, ready to respond online to whatever happened during the Super Bowl, whether it was a play during the game, wardrobe malfunction during half time, or half of the stadium losing light.

“The new world order of communications today incorporates the whole of the way people are interacting with brands right now,” Sarah Hofstetter, president of digital marketing agency 360i, said in an interview with Wired. “Once the blackout happened, no one was distracted — there was nothing going on. The combination of speed and cultural relevance propelled it the forefront.” 360i was the digital marketing agency handling the game-day tweeting for Oreo.

360i also had two different versions of a victory tweet ready to go at the end of the game.

For the Superbowl, brands spend  millions of dollars to run a spot during the game. With most of the country engaged, Oreo was able to optimize on what was happening and engage America in their brand.

Touchdown for Oreo.

 

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

30/60/10: The Golden Ratio For Social Marketing

By: Ashton Bottini

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When planning a social media content marketing strategy, it is confusing to understand what exactly is the right mix of content. Companies ask questions such as: How much of curated content should be shared? How much of owned content should be shared? And how often should a company post purely promotional calls to action?

Bottini Fuel could benefit from using the specific ratio 30/60/10 in their social media in order to have a successful mix of first-party and third-party content. Right now, Bottini Fuel is lacking on social media as a whole. They currently have 476 Facebook Likes and 53 Instagram Followers.

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Using the Golden Ratio rule on their social media accounts could help capture the attention of locals as well as interact without boring them about all things oil.

The Golden Ratio for Social Marketing states that 30 percent of what a company shares should be content they created. 60 percent of what they share should be content they curated. 10 percent of what they share should be calls to action.

Owned content can include things such as the company’s photos, blogs, or videos. One may question why only 30 percent of shared content should be created. The answer is because people don’t want to listen to companies talk about themselves all day. Also, a company may not have enough owned content in order to keep up. Therefore, this rule benefits smaller companies such as Bottini Fuel because they may find it difficult to create their very own content daily.

By using only 30 percent of owned content, Bottini Fuel can post to social media about fundraisers they are participating in, deals, information about the company, what the employees are doing, what’s new with the company, or even how to sign up to drive in new customers.

Next, curated content links to content created by others that is relevant to the brand. It is said that curated content should always contain more than just a link; it should contain the company’s point of view as well to make their voice heard.

Why is it so important for a company to use curated content in social media? The answer is because it allows companies to engage their community with the most relevant topics right now. Companies should make sure they are aware of trending topics and what is happening in the world to show they are up to date and interested.

By using 60 percent of curated content, Bottini Fuel can post to social media about various topics such as providing tips on how to check your carbon monoxide detector, how to insulate your home for winter, how to save money on energy bills, or just current events that are happing in the Hudson Valley area. Simple tips such as these will make homeowners interested because everyone loves to save money and keep their families safe.

For example: Be Prepared to Stay Safe and Healthy in Winter

Lastly, call to action is a companies promotional content. For example, it is their “sign up for this product” or “50% off” content that motivates customer’s actions and attitudes. A company should not do too much selling on social media because it can be a turn off, in turn losing followers.

Bottini Fuel can use the 10% of promotional content on social media to also gain new customers and followers. For example, they can do a refer-a-friend program and give the both people discounts. They can also do a one-day only sign up discount or a call now to receive a discount on your next service. There are various options Bottini Fuel has when it comes to promotional data, and it is seasonal allowing for a greater flexibility between heat and air conditioning.

By following the Golden Ratio, Bottini Fuel will be able to have guidance on understanding the right mix of content for their business. This rule is a great starting point and can be adjusted as they begin to grow their social media and make their brand better known online.

If Bottini Fuel were to begin using the Golden Ratio this week, they could start by posting to Facebook and Instagram.

For 20 posts on Facebook and Instagram in total this month, Bottini Fuel should post:

6 pieces of owned content

12 links to curated content

2 call to action

This method can really help Bottini Fuel’s social media get up and running and be successful in the future.

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

 

 

Blue Apron Knows…

Post by Sydney Lucas

Here at Blue Apron, we know the difficulty of learning to cook without proper instruction.  Especially with a busy work and personal life, finding the time to perfect your cooking skills is hard; but with Blue Apron, cooking can be made easy and delicious.  We work hard to distinguish ourselves from other meal-delivery services, and strive to teach you the skills you need to become a proud sous-chef in your own home.

ONLY WE: realize that you don’t have to sacrifice good quality for convenience.  At Blue Apron, not only will your completed meals taste good and be healthy, but also every recipe takes less than an hour to prepare!  We do all the hard work for you, so when you receive your box, all the ingredients are pre-measured, pre-packaged, and ready to go.  The ingredients card is then ready to walk you through each step of the process: easy, fast, and simple!

ONLY WE: We treat food as an art, not just as a meal.  Need proof?  Follow @BlueApron on Instagram.

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ONLY WE: focus on developing long-term cooking skills for our chefs-in-training.  While other meal-delivery services will help you make quick, easy recipes, their instructions are rather like a color-by-numbers.  They’re easy to follow, but focus on cooking rather than teaching.  With Blue Apron recipes, our preparation instructions teach you skills and techniques to apply to other recipes, making your meal a complete learning experience.

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ONLY WE: understand how expensive it can be to eat healthy, but also how important it is to have a nourishing diet.  This is why we work hard to make sure that our meals are always provided to our customers with the healthiest ingredients, but at the most affordable cost compared to other services.blue-apron-590x472.jpg

ONLY WE: encourage you to adapt our recipes and break free from the recipe card!  If you wish, you can visit the online version of our recipe card and view other chef’s feedback and advice, giving you additional tips, as well as an opportunity to interact with other Blue Apron users!

ONLY WE: understand the importance of celebrating your culinary successes.  That’s why we offer a wine delivery service to complement your sophisticated meals.  They’re served in 500ml bottles (about ⅔ of a standard wine bottle) – just the right amount for two!

ONLY WE: encourage you to fully embrace your new cooking status and explore cooking beyond our recipes.  In order to transform your kitchen into your personal, creative cooking zone, you might need a few supplies.  With our new ‘Market,’ you can purchase kitchen utensils, pans, cutting boards, and other culinary tools.  With the right skills and the right equipment, there’s nothing stopping you from harnessing all your cooking potential!

Take the first step in your culinary journey.

(Media Strategy COM 314 Group with Sydney Lucas, Jessica D’Amelia, Elizabeth Brozovich, and Imani Campuzano-Guevara)