Recently, a few of us grabbed our padfolios, pens and coffee and headed to the 2016 Internet Summit.
Why? To listen to highly influential personnel within the industry talk social.
The summit lasted two days, and was jam-packed with social media insights.
Here are ten takeaways from the Summit to consider for your brand’s social media presence:
1. Less is More
We formally hunted for content; now, social media is the culprit of bombarding users with loads of irrelevant information. Look for opportunities to shorten your content by finding the information that your audience needs so they can “act” on their understanding—whether that means online engagement, or making a transaction.
2. The Customer is the Foundation of Your Work
Keep the consumer/follower’s needs in mind when developing your content structure. Ask yourself: is my content relevant? Does it fulfill my audience’s needs?
3. Cut the B.S.
Your audience utilizes social media as an escape—not an outlet to view ads. Avoid being “salesy” and commercial in your content. It’s time to get authentic, and get to know your audience. Try taking relatable truths and what they care about to begin developing context.
4. Be Bold
Define who you are with brave content. Be transparent with your audience, let them know what you do, why you do it, and what you deal with. Ask yourself, if the label fell off of your brand, would anyone know it was yours?
Find interesting ways to say boring stuff. Never play it too safe when developing content.
6. Take Risks
Comedy is a great way to help audiences understand who you are and how to solve problems; though, it’s important to keep in mind that comedy is subjective. Far-fetched ideas won’t always resonate with everyone. Try to live somewhere in the middle of this creativity and novelty.
7. Stop and Listen
On average, 65% of marketers can’t measure ROI. Don’t be lazy with your brand. Start getting results. Use your analytical data as a baseline to understand what your audience finds most relevant, and go from there.
8. Avoid Generalizing Your Audience
Despite popular belief, not all millennials think the same. Try testing out different targeting techniques with regard to your audience’s behaviors and demographics. This will allow you to break down your audience pool, and get to know them on a niche level.
9. Video is the Future
This is becoming the number one way of building trust and transparency with your audience, and truly puts the “humanistic” approach back into social media. Open yourself up, and let your audience in on the unscripted things you do. Take them behind the scenes, and show them “a day in the life.” From the growing trends of Facebook Live, and the millennial/gen Z adoption of Snapchat—it seems that video marketing is here to stay.
10. Never Make a Goal of Being Viral
Your goal should be to develop purposeful content that suits your audience. Don’t try to hit a homerun with each asset—sometimes the need for perfection can get in the way of truly good content. Try to answer questions that customers care about and you will slowly begin to see results.
There is no instant ROI in social media. You have to work to grow, engage, and convert your audience over time. Each brand will have its own independent goals and mission. It’s important for you to define them as a marketer before getting to know your audience. Know who you are, before getting to know who they are.
Our team was thrilled to fill our heads with such insightful social knowledge at #ISUM16. Can’t wait for next year.
5G and the Future of Turbocharged Marketing
What will happen within the next three years? Wireless speeds are set to jump tenfold, making the current network look as antiquated as dial-up modems. What will be the full impact of 5G? — Longer battery life, consistent user experience across devices, switching sessions across devices, much faster live streaming and immersive video chats. Augmented reality and virtual reality will become mainstream. Cars, homes, and everyday devices will be connected, producing unbelievable amounts of data. What does all this mean for marketers?
Brands Use Snapchat’s API to Market Consumers
Snapchat’s API gives brands the ability to experiment, A/B test ads to see which perform the best and the adjust their campaign strategies on the fly. Through this platform, advertisers can use the API to target ads by information including age, gender, location and device. Brands are excited to connect with consumers and learn how the consumers desire to interact in terms of driving brand value and impact through Snap Ads API.
Star Wars Ad Spreads Excitement in Children’s Hospital
Duracell launched a holiday-themed ad preceding the the December premiere of Rogue One: A Star Wars Story. The ad, titled “How the Rebels Saved Christmas,” plays off Duracell’s 1 million battery donation to power toys at 147 different Children’s Network Miracle Hospitals nationwide and their continued partnership with Star Wars. The ad aims to celebrate the power of children’s imaginative play even while enduring hard circumstances in a hospital, and is a sequel to its previous 2015 Star Wars themed ad, “Battle for Christmas Morning.”
Free Ad-Supported Video Streaming
Walmart launched “Vudu Movies on Us” which is a free, ad-supported video on demand. This launch offers consumers high definition films and TV shows with pre- and mid-roll ads. VP manager of Vudu, Jeremy Verba, stated, “Vudu is always looking for new ways for customers to save money, and nothing is more affordable than free.” According to a research conducted by Hub Entertainment, 53 percent of people prefer free ad-supported streaming over a monthly subscription.
Uber Uses Ads on Drones to Taunt Drivers
Uber is testing out new advertising tactics in Mexico City by flying drones over cars stuck in traffic in order to promote UberPOOL, which allows drivers to commute together in one car instead of everyone driving separately. These drones are carrying signs that state things like, “Driving by yourself?” and “This is why you can never see the volcanoes.” Uber’s new tactic is being used to guilt drivers into using UberPOOL.
Uber now allows retailers to market directly to consumers and offer rides directly to their door
The ride-hailing app has expanded to make itself a marketing platform for large retail chains. Brands can now incorporate a link to the Uber app within their own apps and websites that automatically input the nearest retail location as the destination. While consumers still pay for their rides, retailers can offer promotional deals and campaign offers once the consumer clicks on the link.
This new service is just in time for the holiday shopping season and is expected to be widely successful in densely populated urban cities (such as NYC) but critics are skeptic as to the new service’s ability to thrive in smaller communities.
Media Platforms initiate campaigns to encourage voter registration
Last Tuesday was National Voter Registration Day and Instagram, Tumblr and Twitter each unveiled their own “register to vote” initiative in an attempt to get potential voters prepared and able to vote in the national, state and local elections that will take place in the next month and a half. This move is meant to encourage millennial voters who not only tend to have one of the lowest voter turnout rates among voter segments, but also comprise nearly two thirds of the following for presidential candidate accounts. The general “register to vote” ad campaign also adopted by Google and Snapchat last week is centered around the simplicity of registering and the importance of everyone making their voices heard. Additionally, Instagram is partnering with major news outlets such as CNN and CBS to increase their initiative’s reach and number of impressions.
Facebook’s Advertising week focuses on the growth of mobile and video
Facebook held their advertising conference this week to talk about their own advertising products with journalists and to discuss industry trends, mainly the massive opportunities for mobile advertising. It has become clear that mobile is a big challenge but can have a big payoff since it is the most convenient way to reach consumers no matter where they are. Facebook’s second-quarter earnings report revealed that 85% of their $6.44 billion in ad revenue came from mobile devices, yet one third of domestic small businesses don’t utilize this segment at all. Other highlights and key discussion points from the conference were Facebook’s focus of monetizing video, the need for better ad metrics, sound in autoplay videos, and the possibility of header bidding.
Tech Titans team up to take on the stigmas of Artificial Intelligence
Many giants of our modern digital world teamed up to dismiss qualms and fears regarding Artificial Intelligence and make it appear approachable and safe. Google, Facebook, Amazon, IBM and Microsoft formed this cooperative mission that has been named the Partnership on Artificial Intelligence to Benefit People and Society. These tech behemoths will conduct research, suggest best practices and release all of their findings to promote fairness and transparency as a gesture of good will towards AI skeptics. A study was conducted by Time Etc early in the summer and discovered that 26% of consumers claim that they would not tryst a robot or ai-based machine with personal or professional tasks. It will be interesting to see if these five companies can comfort consumers and gain their trust for real-life versions of AI-based robots.
Google reveals that YouTube continues to gain on TV
YouTube recently released the results of a large-scale survey examining the video viewing habits among adults. The study revealed that adults are five times as likely to watch video online than they are through linear. It also showed that 92% of YouTube viewers use the video service’s mobile app while at home and that two-thirds of respondents use their mobile devices during a TV ad break. Other key YouTube updates include that viewership of television content on YouTube is up 230% since 2013 and that YouTube makes up over 50% of people’s time watching online video on television.
Week In Marketing: Conversion Tracking, iPhone Backlash, Airbnb Discrimination, Video Marketing, NFL Cans, Most Interesting Man
LinkedIn Introduces Conversion Tracking for Sponsored Content and Ads
LinkedIn announced a conversion tracking method for marketing users to measure their ads and sponsored content. This feature was a “most-requested” tool by brand managers in order to have the convenience of measuring content downloads, number of signups, and purchases from their campaigns. The conversion tracking will allow brand managers the convenience of assessing their target audiences. PR and marketing executives also benefit from this feature by yielding specific ad campaign results.
Apple Receives Twitter Backlash Over New iPhone
Immediately following Apple’s big iPhone 7 introduction, Twitter users expressed their dislike and disappointment over the new wireless ear pieces. The new iPhone 7 does not include a headphone jack; instead, Apple wants users to buy wireless ear pieces, called “AirPods,” for $159 a pair. Concerning the headphone jack controversy over Twitter, Amobee Brand Intelligence stated that 29 percent showed negative responses, 60 percent stayed neutral, and only 10 percent showed positive approval. Although the initial reviews may be negative, Apple has provided an impressive history of making radical changes on their devices which, in the long run, always produces an increased positive product performance.
Airbnb Addresses Discrimination Problem
Airbnb has been hit with many discrimination cases, and as a result, they released a 32-page outlined report stating a new policy on how they plan to address the discrimination problem. Airbnb has had multiple incidents in which users say hosts have canceled or rejected their reservations due to race or characteristics. Airbnb expressed their extreme disapproval of discrimination and bias and is working on eliminating this problem as well as “setting an example that other companies can follow.” Airbnb has taken steps to change this situation by hiring a whole product team to fight against bias and discrimination.
Starbucks Dives Into Video Marketing and Announces New Menu Items
Starbucks decided it was time to jump into the video marketing platform in the “purest form” with their new series called “Upstanders.” Upstanders follows inspiring stories of ordinary people producing positive changes in their communities. This new video series has already gained 20 million downloads on mobile devices, and Chief of Starbucks, Howard Schultz, stated that their goal with this platform was to, “be authentic and the stories needed to be about the people and not about our company and marketing Starbucks.” On the other hand, Starbucks recently released a new brunch menu that should appear in at all Starbucks locations in the near future.
Bud Light Provides Football Fans With NFL Team Cans
Bud Light has taken their NFL can ad, “This Is Your Can’s Year” to the next level. Bud light released their 75 second ad displaying their limited time cans celebrating each individual NFL fan by providing beer cans with their team on it. Senior marketing director Mark Goldman expressed his excitement stating, “Just like wearing your favorite player’s jersey or team colors is a badge of honor, so is drinking from your Bud Light team can.”
Dos Equis Announces New ‘Most Interesting Man’
Dos Equis shifts to a more modern approach with their famous ‘Most Interesting Man in the World’ ad campaign as former Most Interesting Man, Jonathan Goldsmith, retired. Dos Equis decided a contemporary change would be refreshing by hiring the new face of the campaign, Augustin Legrand. Dos Equis incorporated new twists on the old classic ad, by making the new Most Interesting Man more adventure and action driven instead of reminiscing on the past as the previous MIM did, while keeping the same voiceover beginning. Dos Equis is looking forward to the new spin on their ad, hoping fans will enjoy this new character as the ad debu’s.
Marketing with Technology
Technology is always evolving and changing the way rules of which things were done previous. See how these two marketers are hoping technology will improve their marketing:
Dominos is a complete believer of out with the old and in with the new, as they continue to push the envelope. The pizza provider has been stirring things up as they attempt to incorporate more technology into their marketing strategies. Is Dominos the next tech giant? Check out what they are up to…with videos
Virtual reality has become a major craze for consumers and Best Buy is ready to cash in. Their Chief Executive Officer loves the concept of virtual reality and is ready for Best Buy to be the hub for the first mainstream testing sites for virtual reality products. If things go well and these products start to fly off the shelves, this could stand as a great indicator of their lifespan.
Marketing to Millennials
Millennials are beginning to make much more of America’s population and marketers we need to adjust their strategies if they want to catch up. The older model of doing things are fading out and new marketing approach must proceed to follow if companies want to reach this younger market. The best way for them to grab their attention is to learn how to adapt and relate to this newer audience.
Kentucky Fried Chicken has recently attempted to leave a mark on this warm weather, by offering its very own KFC sunscreen. Their new marketing campaign allows their customers to truly live the lifestyle of the Colonel and enjoy tan skin that’s associated to the chicken that’s consumed. Besides mirroring the look of their signature fried chicken, the sunscreen will also offer the same aroma as well. For now, this product is offered on a limited basis and can only be purchased online.
Google’s New Storage
As people we all want to feel that we are being relatable and that others can relate to us. Google’s new storage struggle ad has captured the attention of many iPhone users, and they can relate. The ad displays a video of users living their lives and attempting to capture a moment until they are interrupted by the unforgivable notification about the lack of storage space.
1. So Budweiser Didn’t Ask Peyton Manning To Promote Its Brand?
At the end of the Super Bowl on Sunday, Peyton Manning claimed that to celebrate his win he would “kiss his wife, hug his family and drink a lot of Budweiser.” Viewers disliked what seemed like an obvious sponsorship plug, saying it was a poor way to end his football career. However, Budweiser tweeted they were unaware the company’s shoutout would be occurring. As it turns out, Peyton owns shares in Anheuser-Busch distributorships, so when the company is successful, he profits.
2. Twitter Is Changing The Way It Does News Feeds
Twitter will be offering users an algorithm-based ‘catch-up’ news feed that picks the top tweets a user missed since the last time logging in. The algorithm will be based off of only organic social interactions, meaning that promoted tweets will not have an advantage in whether or not they are picked for this new and condensed feed. What this means is that companies with naturally larger reaches are likely to see more organic growth, as some of their non-promoted tweets get extra views through the new news feed. This ‘catch-up’ feed will be in addition to Twitter’s original reverse-chronological news feed, and users will have to manually turn on the function.
3. And The Super Bowl Commercial Winners Are…
AdWeek ranked its top five favorite Super Bowl commercials. Coming in fifth place is the Doritos commercial, “Ultrasound”; in fourth place is the Heinz Ketchup “Wiener Stampede”; third place is the Audi “Commander”; second place is T-Mobile’s “Restricted Bling”; and first place is Jeep “Portraits”. Jeep’s commercial aired at the half time, and showed a series of photos that told the story of Jeep’s history.
4. Facebook Enhances Videos For Sound-Off Environments
Facebook will automatically be putting captions on videos to increase views from people browsing in a sound-off environment. Facebook found that 80% of people react negatively when video ads begin playing loudly, and it wanted to find a way to improve responses without eliminating the meaning of the video. By putting captions on videos, Facebook has found through initial testing that view time increases by an average of 12%. Facebook hopes to bring more videos to its news feed that are visually enticing and less reliant on sound through its new tactics.
5. Taco Bell Uses Local Angles To Reveal New Menu Item
Taco Bell switched up marketing tactics for its Super Bowl reveal of its new menu item. In addition to its national commercial, it hired local celebrities from cities around the nation to promote the new quesalupa. The chosen local celebrities are known for being so quirky, they’re memorable. Deutsch L.A. Executive Creative Director Brett Craig said they chose the local celebrities to make it seem like everyone in the community was talking about it.
From perfect bodies to server crashes to finally being able to edit captions, here’s what been going on this week.
1. Obama weighs in on the net neutrality debate
Obama posted a statement and video on Monday weighing in on the ongoing net neutrality debate. He stated that the Internet was founded on the principles of “openness, fairness, and freedom”, and he shared his intentions to protect the Internet. He calls for the Federal Communication Commission to recognize that the Internet is essential for communication and life. Obama’s statement has created an awkward relationship with FCC Chairman Tom Wheeler’s statements. Obama appointed Wheeler in mid-2013, however the two are now advocating for different stances in the net neutrality debate.
You think it’s easy painting a big, green circle on the corner of a wall. Luckily we had the awesome guys at Artcraft Sign Co to help us out.
Remember when computers were something that stayed on a desk, weighed too much to carry, and tied up the phone line to access the Internet? Well as we know all too well, the days of reliance on stationary desk computers are long gone, and we are a mobile society with the Internet at our fingertips. While this carries a lot of benefits, there are undoubtedly some downfalls.
Take, for example, the world of advertising. The increased reliance on the internet provides a vast array of new advertising options and allows us the capability to reach people we could have never dreamed of years ago…. and this is great! However, it also means that every other ad agency now has that same capability. So, consumers have gone from seeing maybe ten to twenty advertisements per day, are now bombarded with hundreds on every Google search, Facebook browse, YouTube clip, and more. Therefore, now more than ever it is important for advertisers to catch peoples’ attention in a way that makes them stop, think, remember, and pursue.
We’ve had the opportunity to produce some great videos and TV spots for KIOTI. Here’s the latest, for their August sales meeting.
Isolating the KIOTI orange in the footage and pairing with a gritty, blues rock track gave just the right amount of energy and attitude to get dealers excited about the 15 new models.
Warning: Watching this video may lead to feet-tapping and head-nodding. You’ve been warned.