Event Marketing — A Closer Look at Cosmoprof 2014

Note: This post is for educational purposes only.  I am not affiliated with Cosmoprof or their marketing efforts in any way.

cosmoprof Facebook

According to Wikipedia, Cosmoprof is “a series of beauty and cosmetics trade shows that occur in locations around the world. The flagship event in Bologna is in its 46th year and draws 2,300 exhibitors from seventy countries and more than 170,000 visitors.”

Being a trade show, this is clearly a B2B event, and their marketing efforts are targeting beauty business professionals, not retail customers, so I’m going to be taking a look at their event marketing for their most recent show that took place July 13-15, 2014 in Las Vegas, NV.

Facebook Video post July 15

Cosmopro had links to their Facebook, Twitter, LinkedIn, Pinterest, and Instagram channels from their webpage.  In addition, they used their webpage, blog, and had some YouTube content, as well.  From a branding perspective, Cosmoprof used similar colors and photos throughout their social media channels and had a consistent logo.  I would’ve liked to see their Twitter and Instagram accounts have the same name.  As it were, they were @cosmoproflv and @cosmoprofna, respectively.

CosmoProf Instagram

Leading up the show, much of their posts focused on Twitter and Facebook.  A lot of the content on Twitter consisted of retweeting others’ excitement about the upcoming show.  They seemed to be advertising sponsors and also cross-promoting other channels, too.  I appreciated that their Facebook channel linked back to the website.  I also liked the idea behind the Twitter status update pictured below.

CosmoProf Twitter -- cross promotion

I wish the above tweet had contained an actual link to the Instagram account, especially since the link from the Cosmoprof website didn’t link directly to their Instagram account.  Rather, it linked to an aggregating service which seemed to post others’ Instagram photos when they checked in at the event.

CosmoProf Instagram WebSTA

This was a big miss, in my opinion.  While it was nice to see all the content from those who had checked in at the event, a better way to see the content would have been to advertise a specific event hashtag and encourage users to tweet and post using it.  As is were, the event didn’t seem to have an official hashtag, and several incarnations were used: #cosmoprofna, #cpna2014, #cosmoprof2014, #cpna.  While users often invent their own hashtags for events they attend (I’ve done it), if an official hashtag is promoted and then consistently used by the brand, this can allow for users to embrace the use of it themselves, therefore furthering the event brand.

CosmoProf Opening Day of Show Website

Their best tool before the event was clearly their website.  This was the clear highlight for me when looking at their online marketing.  There was good information about the event, such as registration, media links, exhibitor information, and much more.  Their website was, by far, their best promotional tool, and, as a result, I think they should have been linking back to it in many more of their posts.  As it was, they only linked back to their website occasionally.

CosmoProf Website floor Plans and moreOne simple way to do this would be to link a map of the floor plan to their tweets advertising certain booths.  An even better way would’ve been to have a current app that had the schedule, floor plan, and other details available at the attendees’ fingertips.  Cosmoprof did have an app available on their website, but it was not current and was from the year before.  Perhaps there wasn’t much interest the year before, but they should have updated it nonetheless, since we are certainly moving in a more mobile smartphone direction as a society, and that’s only going to continue to increase.

CosmoProf Website Interactive area

Cosmoprof did a good job advertising their Interactive Experience Area on their website, as well.  I’d like to see them do more cross-promotional social marketing on other channels.  I’d also like to see more content from this area showcased on their social media channels.

One of the best examples of integrated marketing took place on their website, where they had information about print buzz, press releases, marketing opportunities, and a newsletter to sign up for.  Interestingly, there were no updates from the newsletter throughout the event.  There was not even a confirmation email sent when you signed up for it.  Another miss.

CosmoProf Instagram PreShow Bloggers

I liked how they promoted their blog partners prior to the event in the above Instagram post.  Cosmoprof got a lot of their content from users.  This was especially true on Instagram and especially Twitter, where they retweeted a lot of sponsor and user content.

During the event, from July 12-July 15, their Facebook likes increased from 5,059-5,113, and as of today they’re at 5,138.  Twitter followers increased from 2,646-2,709; now they’re at 2,725.  Their LinkedIn group went from 2,406-2,418.  Instagram showed the biggest increase with their followers going from 1,897-2,743 during the event and now, a few days later, it’s at 2,896!  This is amazing, given that they only posted only 36 time on Instagram.  Obviously, this is a social media channel where they should’ve dedicated more resources and should certainly do so for future events.

CosmoProf Pinterest

Their Pinterest page went from 270 followers to only 273 during the days of the show and is now at 275.  I was most disappointed with their Pinterest page, since this is an industry that really does quite well on Pinterest, with how visual it is and how many beauty tips that could have been given.  This could also be a great place to showcase sponsors.

CosmoProf Pinterest CPNA News Flash Blog

The blog posts shown on Pinterest were also from last year.  This channel did not seem to be very current, and it made me wonder why they chose to link to it from their website, when it was so sparse.  LinkedIn was a closed group that should have been an event page or open group.  It was puzzling to me that this would also be one of the channels linked from their website.

That brings me to their YouTube channel, which was not linked to from their website and for good reason.  It contained two videos, one of which was labeled as 2014 highlights, but was really posted before the event, and should’ve been titled better.

Twitter was by far the most active channel during the event; they tweeted over 280 times!  While they did a lot of retweeting, they also showcased certain booths, which was a good choice.  Much of their content seemed spur of the moment, and I would’ve liked to have seen some more planned posting during the event — on all of the social networks.

CosmoProf Website 2015

After the event, there was little to no official activity.  The banner on the website changed to a  new countdown to next year’s event.  This was another great use of their website.

CosmoProf Instagram Discover Beauty Award

The only official content that I saw on social media after the event was announcing the Discover Beauty Award Winner.  With the website already gearing up for next year’s show, this would be a great time to continue building momentum from this year’s event into excitement for next year’s.

All in all, the social media efforts were fine.  They were not great.  Cosmoprof clearly sees the relevancy of social media at their event and is incorporating it into their marketing efforts.   They still have a long way to go, but they are on the right path.

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Social Media Magic — Planning Your Posts

I am a planner.  All of my friends and family would tell you so.  I pack at least several days before leaving for a trip.  I save money ahead of time for special purchases.  I like to plan.  It makes me happy.

This is one of the reasons I’m good at what I do.  An effective social media strategy requires a lot of planning.  There are a lot of ways to assist with planning posts to social media channels.  Buffer, Hootesuite, and Bronto are just a few online programs you can use to schedule your posts.  But before you start plugging your posts in, I’d recommend a good, old fashioned editorial calendar.  They work great for planning everything from blog posts to tweets.  You can make your calendar as elaborate as you like, but a straight-forward list can be quite useful — especially when you’re in the first stages of planning a campaign.

For the purposes of education, I’ve put together a purely hypothetical list that will focus on Walt Disney World’s (WDW) Magic Kingdom during the month of August 2014.  When thinking about this list, I’ve set some goals, which are important for any social media campaign.  Looking at WDW’s Twitter feed, I’ve noticed that they’ve been focusing heavily on using the hashtag #FrozenSummer.  This is a clever way to engage folks, using the success of the worldwide phenomenon the movie, “Frozen,” coupled with the excitement of visiting WDW during the summer.  And let’s face it: anyone visiting WDW in the heat of the summer could use some reminding of cooler temperatures.  So, for the sake of this hypothetical list, I will also focus on using a hashtag, promoting themed posts by using it.  Using a hashtag would allow me to track my results, and it also helps me to engage social media users when they post using it.

WDW is known for it’s fanatical fans, so I’m going to set a goal to try to engage all users — not just current guests.  WDW already does such a great job of promoting and listing it’s times and events to guests.  They hand out maps.  They have handouts of showtimes and special character meetings given out by the handful upon entry to their parks.  They even have a fabulous new app guests can use.  I am not going to use social media as yet another calendar for them.  That would be redundant and, as their social media marketer, wouldn’t best serve my “client.”

Tech-savvy guests will certainly be interested in participating in social media during their stay, but to focus solely on them would be to ignore the hoards of Disney fans at home wishing they could be there too.  So, my main goal for this hypothetical campaign would be to engage fans who are not currently at WDW along with those who are currently guests.  Getting those fans back to the Disney website, so they can start thinking about and planning their next visit would be ideal, so I’ll include shortened urls in posts that will link back to the Disney website.

My secondary goal is to promote some of the lesser known things to do at the Magic Kingdom that are no less magical than the headliners, and I’ll be using the hashtag #MagicalSummer to do this.  I’ll group lesser-known Magic Kingdom experiences along with those sought-after ones, using the hashtag #MagcialSummer with all of them, thereby grouping them in the same category for both fans and current guests.

While a comprehensive social media strategy would focus on many platforms with multiple posts per day, I’m just going to focus on the two most popular channels, Facebook and Twitter, giving one example per day.  Remember when planning posts to count your characters, and I don’t mean the Seven Dwarfs.

Note: When I list a photo, it is for the Facebook post.

Friday, August 1st

Facebook:  Don’t forget to make a wish during tonight’s Wishes Nighttime Spectacular fireworks show! What would your ultimate Disney wish be? http://bit.ly/L1qazf #MagicalSummer

Twitter:  Don’t forget to make a wish during tonight’s Wishes Nighttime Spectacular! What would your wish be? http://bit.ly/L1qazf #MagicalSummer

Saturday, August 2nd

Facebook: Hades and his cohorts could spell trouble! Defeat the villains in the Sorcerers of the Magic Kingdom game, and let us know who your favorite Disney villain is! http://bit.ly/1jvs5dW #MagicalSummer


Twitter: Defeat the villains in the Sorcerers of the Magic Kingdom game! Who is your favorite Disney villain? http://bit.ly/1jvs5dW #MagicalSummer

Sunday, August 3rd

Facebook: Who is your favorite miner? Don’t miss the new Seven Dwarfs Mine train ride in the all new Fantasyland! http://bit.ly/1lUpM6p #MagicalSummer

Twitter: Who is your favorite miner? Don’t miss the new Seven Dwarfs Mine train ride in the all new Fantasyland! http://bit.ly/1lUpM6p #MagicalSummer

Monday, August 4th

Facebook: Have you mastered your skills at the Frontierland Shootin’ Arcade? Which Disney character would you most want to beat?  http://bit.ly/1kTmn24 #MagicalSummer

Twitter: Which Disney character would you most want to beat at the Frontierland Shootin’ Arcade? http://bit.ly/1kTmn24 #MagicalSummer

Tuesday, August 5th

Facebook: Have you seen the funny things written on the tombstones at the Haunted Masion? What is the best way to pass the time while waiting in line for attractions? http://bit.ly/1flgNUq #MagicalSummer

Twitter: What is the best way to pass the time while waiting in line for attractions? http://bit.ly/1flgNUq #MagicalSummer

Wednesday, August 6th

Facebook: Have you been to the Laugh Floor? It’s a great place to giggle and guffaw with the character from Monsters, Inc., and Monsters University! Tell us the silliest joke you heard there! http://bit.ly/1la3RHK #MagicalSummer

Twitter: The Laugh Floor is a great place to giggle & guffaw with characters from Monsters, Inc. & University! http://bit.ly/1la3RHK #MagicalSummer

Thursday, August 7th

Facebook & Twitter: Need to cool off?  Enjoy a “Hare-Raising” Adventure” on Splash Mountain! http://bit.ly/1a7Dmyb #MagicalSummer

Friday, August 8th

Facebook & Twitter: What’s your favorite stop on Tom Sawyer’s Island? Adventure awaits! http://bit.ly/1cflzDW #MagicalSummer

Saturday, August 9th

Facebook & Twitter: Are you remembering some of your favorite Magic Kingdom memories? Let us know your favorites! #MagicalSummer

Sunday, August 10th

Facebook & Twitter: Do you know what Frontierland attraction was one of the last Walt Disney personally helped build? http://bit.ly/1cfhobk #MagicalSummer

Monday, August 11th

Facebook & Twitter: Did you know you can sign up for FastPasses for your upcoming Magic Kingdom visit right from home? http://bit.ly/1i5Zhp6 #MagicalSummer

Tuesday, August 12th

Facebook: Have you heard of the Dapper Dans? This barbershop quartet can be seen on Main Street U.S.A. What song of theirs is your favorite? http://bit.ly/1tGlYth #MagicalSummer

Twitter: The Dapper Dan barbershop quartet can be seen on Main Street U.S.A. Which song is your favorite? http://bit.ly/1tGlYth #MagicalSummer

Wednesday, August 13th

Facebook & Twitter: Who is your favorite president? Come see him at our Hall of Presidents! http://bit.ly/1ceXdui #MagicalSummer

Thursday, August 14th

Facebook & Twitter: What are you most excited to see in the new Fantasyland? http://bit.ly/1m5V1Fy #MagicalSummer

Friday, August 15th

Facebook & Twitter: What was the first ride you ever rode in the Magic Kingdom? Teacups or Dumbo? #MagicalSummer

Saturday, August 16th

Facebook: Do you have a photo from this iconic Magic Kingdom spot? If you could choose any two Disney characters to be in another Partners Statue, who would you choose? #MagicalSummer

Twitter: If you could choose any two Disney characters to be in another Partners Statue, who would you choose? #MagicalSummer

Sunday, August 17th

Facebook: Do you have what it takes to be a pirate? Do your best pirate impression at Captain Jack’s Pirate Tutorial and share your photos here! http://bit.ly/1m928gA #MagicalSummer

Twitter: Do you have what it takes to be a pirate? Share with us your best pirate impression at Captain Jack’s Pirate Tutorial! http://bit.ly/1m928gA #MagicalSummer

Monday, August 18th

Facebook & Twitter: What do you think of the new Be Our Guest Restaurant? http://bit.ly/19088bR #MagicalSummer

Tuesday, August 19th

Facebook & Twitter: Cool off at the nostalgic Plaza Ice Cream Parlor! One scoop or two? http://bit.ly/1scTSnG #MagicalSummer

Wednesday, August 20th

Facebook & Twitter: What is your favorite attraction to FastPass in Magic Kingdom? http://bit.ly/1i5Zhp6 #MagicalSummer

Note: Use collage of atttractions

Thursday, August 21st

Facebook: Have you ridden Buzz Lightyear’s Space Ranger Spin? What was your high score? Who’s score would you most want to beat? http://bit.ly/1d8iG3I #MagicalSummer

Twitter: Who’s score would you most want to beat on Buzz Lightyear’s Space Ranger Spin? http://bit.ly/1d8iG3I #MagicalSummer

Friday, August 22nd

Facebook & Twitter: Learn secrets of the Magic Kingdom while on a tour! Where have you seen Hidden Mickeys? http://bit.ly/1r7isGl #MagicalSummer

Saturday, August 23rd

Facebook & Twitter: What are your favorite things to do during #ExtraMagicHours? Did you know it’s a great time to meet Disney characters? #MagicalSummer

Sunday, August 24th

Facebook & Twitter: Dance with some Super characters from Disney Pixar’s The Incredibles!http://bit.ly/U2L0lE #MagicalSummer

Monday, August 25th

Facebook: Christmas is just 4 months away! It’s never too early to visit Ye Old Christmas Shoppe. What’s your favorite Disney ornament? http://bit.ly/W2f2Yi #MagicalSummer

Twitter: Christmas is just 4 months away! What’s your favorite Disney ornament? http://bit.ly/W2f2Yi #MagicalSummer

Tuesday, August 26th

Facebook & Twitter: Who is your favorite Disney Princess? You can be transformed into her at the Bibbidi Bobbido Boutique! http://bit.ly/1dwJpNa #MagicalSummer

Wednesday, August 27th

Facebook & Twitter: Who did you first ride Space Mountain with? http://bit.ly/1fe4fjo #MagicalSummer

Thursday, August 28th

Facebook: Which Magic Kingdom land would stay in all day if you could only visit one? Adventureland, Fantasyland, Frontierland, or Tomorrowland? #MagicalSummer

NOTE: Include map of Magic Kingdom

Twitter: Which Magic Kingdom land would stay in all day if you could only visit one? #MagicalSummer

Friday, August 29th

Facebook & Twitter: Meet Anna and Elsa at the Princess Fairytale Hall! Who’s your favorite? http://bit.ly/1qvFIu2 #MagicalSummer

Saturday, August 30th

Facebook & Twitter: When did you first ride Big Thunder Mountain? What’s your favorite part? http://bit.ly/1aSnq0w #MagicalSummer

Sunday, August 31st

Facebook: Do you have a memorable Magic Kingdom moment? We love the flag-lowering ceremony where a special guest is selected to participate each day. http://bit.ly/1oVcx3O #MagicalSummer

Twitter: Have you seen the flag-lowering ceremony where a special guest is selected to participate each day? http://bit.ly/1oVcx3O #MagicalSummer

So, by now, I’m sure you have a good idea of how to start planning your social media strategy across multiple channels.  I’d encourage cross-promotion, always remembering you want to bring users back to your website and engage with them whenever possible.

What are your favorite tips and tools for planning in social media marketing?

Engaging Your Customers Through Video — A Closer Look at Vine

What is Vine?

Vine is a short-form video sharing social network (Wikipedia, 2014). It allows users to record six-second long video clips (WikiHow), which, on the surface, doesn’t seem like long enough to record anything worthwhile. However, in the Twitter age, where brevity is key, the six-second loops on Vine have inspired creativity in a way that sets it apart from longer-form videos. After capturing the video, it can then be published through Vine’s social network and shared on other social networks like Twitter and Facebook (Wikipedia, 2014).

While it is primarily a content network, the best Vines also engage other users, making it a social network, too.

History

Vine was founded in June 2012 and was acquired by Twitter in October 2012 (Wikipedia, 2014).   Vine debuted on January 24, 2013 (Sippey, 2013).  Until recently, Vine existed solely as a mobile app. Vine Web profiles, which can be accessed directly from a desktop or laptop, allow users the convenience of enjoying Vine on a larger screen, where they can watch Vines in TV mode, which will, undoubtedly, contribute to folks spending even more time on Vine (Cicero, 2014).

Features

Vine’s key feature is its brevity. Six-seconds isn’t a long amount of time to get your message across. As a result, marketers are forced to created content that is “both highly engaging and highly condensed” (Cox, 2014).

While many initial Viners were using the platform for quick pithy or comedic moments, brands like Lowes and GE have shown that using Vine as a form of content marketing, providing useful, educational videos can “create a strong connection between brand and audience, adding meaning to the relationship” (Thomas, 2013a).

Vine videos loop, which means that they will keep playing over and over while you are watching them. Target is a great example of a brand that takes full advantage of this feature.  As you can see, Vines are also embeddable (Tiland, 2014).

Much like Twitter’s retweet feature, on Vine you can “revine.” This allows users to share content from others with their followers.

Vine’s video recording feature is stop-motion capable. This allows users to stop and continue recording to the same video later (Brouillette, 2014). This feature has enabled the most creativity on Vine.

Vine uses hashtags, which make exploring content on their network easier.   It also has verified badges for high-profile users (Mashable).

A drawback for Vine is that users need to record their videos on the network itself, rather than have the ability to upload previously recorded content. Initially, only the most tech-savvy users could get around this by using, what I would consider, a complicated hack (Kif, 2013). Now there are several apps that allow users to upload recorded content. This is an important outside feature for marketers that allows us to edit our content rather than recording directly in the Vine app, which doesn’t give much leeway for error.

Another drawback is that Vine does not restrict nudity (Tiland, 2014).

Target Market, Users, and Growth

The majority of Vine users are teenagers and young twenty-somethings, thus comprising a much sought-after demographic for marketers (TopTenSM).  The majority of users are single, and the average age is 18.2 (DemographicsPro).

Vine saw a 515% growth from February 2013-December 2013 (comScore, 2014).

Comparisons & Competition

Comparing a short-form video service like Vine with YouTube is “like comparing a Tweet to a blog post” (Cox, 2014). The constraints of Vine’s brevity actually inspire creativity and ingenuity from its users.

Vine’s primary competition is Instagram video. When Instagram introduced its fifteen-second video feature in June 2013, some wondered if it would be the end of Vine (McGrail, 2013). After all, Instagram already had a built in audience of 130 million users on an app that allowed easily uploaded content – a feature that Vine lacked.

However, Vine is uniquely useful to marketers, again, due to its brevity. Brands are “tasked with creating compelling content that people will enjoy and share, creativity and originality is key.” For brands that have embraced the “creative nature” of Vine, Instagram video doesn’t offer anything new (Thomas, 2013b).

Best Practices For Brands

Using Vine is much like having an elevator speech prepared (Sonoso, 2014).  There are a lot of great tips and lists of how to best engage and use Vine to promote your brand.  You can find some good ones here, here, here, and here.

Here is my list:

  • Engage other users.

Testimonials are great for this, as are contests.  A great way to engage other users is to ask users to create your content for you.  The best brands on Vine all do this.  Most recently, Milk-Bone gained followers through a Vine initiative where they offered $2,500 and a year’s supply of dog treats (Johnson, 2014).

  •  Share interesting content regularly.

Whether that’s spotlighting staff, sharing tidbits about your company’s history, or showcasing your production process or finished product, sharing content that interests users is a key to developing brand loyalty on Vine.  Content is key, but consistency is the other half of that equation.  Making sure you keep giving your followers a reason to engage with you.  Post regularly.

  • Use hashtags.

It may seem like a simple thing to mention, but you’d be surprised how often they’re not used or not used effectively.  Hashtag use ensures that your Vine will be searchable easily on the network (Cicero, 2013).  Creating specific hashtags for contests helps engage users and also makes it easier for you to track results.

  •  Be sure to cross post.

A well produce Vine video should be shared!  Make sure you not only share your Vine videos on Facebook and Twitter, but that you write good descriptions when you post them (Brouillette, 2014).

 

For more information about Vine, see my Prezi HERE.

Citations

Brouillette, P. (2014, May 29). #HowTo: An Overview of Using Vine for Brands and Businesses. Retrieved from http://www.searchinfluence.com/2014/05/howto-an-overview-of-using-vine-for-brands-and-businesses/

Charley, C. (2013, April 26). Getting Creative with Video Marketing on Vine. Retrieved from http://www.siliconbeachtraining.co.uk/blog/vine-twitter-marketing

Cicero, N. (2013, June 3). Samsung Makes a Marketing Splash on Vine for Android. Retrieved from http://socialfresh.com/samsungvine/

Cicero, N. (2013b, July 30). 5 Vines are tweeted every second – Visualizing Vine [Infographic]. Retrieved from http://socialfresh.com/vineograph/

Cicero, N. (2014, January 3). Vine introduces Web profiles. Retrieved from http://socialfresh.com/vine-introduces-web-profiles/

comScore Data Mine. (2014, April 11). Camera Content Drives Surge Among ‘Mobile-First’ Social Networks in the U.S. Retrieved from http://www.comscoredatamine.com/2014/04/camera-content-drives-surge-among-mobile-first-social-networks-in-the-u-s/

Cox, J. (2014, February 26). Fruit of the Vine: The Race to Conquer the Six Second Video Platform. Retrieved from http://www.socialmediatoday.com/coxy/2210121/fruit-vine-race-conquer-six-second-video-platform

Cunningham, Tasha. (2013). 10 creative ways to use Vine to promote your business. Retrieved from http://miamiherald.typepad.com/the-starting-gate/2013/07/10-creative-ways-to-use-vine-to-promote-your-business.html

http://www.demographicspro.com/analysis?s=vineapp

Hines, K. (2013, March 4). 16 Ways Businesses Are Using Twitter Vine. Retrieved from http://www.socialmediaexaminer.com/twitter-vine-creative-uses-for-business/

Johnson, L. (2014, June 23). Dogs Drive Vine Views for Milk-Bone Builds more than 2,700 followers in month-long push. Retrieved from http://www.adweek.com/news/advertising-branding/dogs-drive-vine-views-milk-bone-158529

Kif. (2013, August 13). Hack Vine to Upload Videos Shot Outside the App. Retrieved from http://www.wired.com/2013/08/ht-custom-vines

Mashable. Vine. Retrieved from http://mashable.com/category/vine/

McGrail, M. (2013, June 21). Instagram Video for Brands and Users: Experts Weigh In. Retrieved from http://www.socialmediatoday.com/mike-mcgrail/1549791/instagram-video-brands-and-users

Sornoso, E. (2014, February 20). How Marketing on Vine Can Help Your Business. Retrieved from http://www.searchenginejournal.com/marketing-vine-can-help-business/88313/

Thomas, J. (2013a, May 10). Lowe’s Case Study: The Difference Between Fun and Useful Content in Social Sharing. Retrieved from http://www.socialmediatoday.com/jonthomas/1448666/difference-between-fun-and-useful-content-social-sharing

Thomas, J. (2013b, June 27). Why Instagram Isn’t A Vine Killer. Retrieved from http://www.socialmediatoday.com/jonthomas/1562441/why-instagram-isn-t-vine-killer

Tamba. (2014, January 30). [Infographic] The rise of Vine. Retrieved from http://www.tamba.co.uk/thinking/blog/the-rise-of-vine/

Tiland, R. (2014). Things You Should Know About YouTube, Vimeo, Vine, and Instagram. Retrieved from http://www.forbes.com/sites/womensmedia/2014/05/04/things-you-should-know-about-youtube-vimeo-vine-and-instagram/

TopTenSM. 10 vine social media strategies for your business. Retrieved from http://www.toptensocialmedia.com/social-media-business/10-vine-social-media-strategies-for-your-business/

Sippey, M. (2013, January 24). Vine: A New Way To Share Video. Retrieved from https://blog.twitter.com/2013/vine-a-new-way-to-share-video

Wikihow. How to upload videos to Vine. Retrieved from http://www.wikihow.com/Upload-Videos-to-Vine

Wikipedia. (2014). Vine (service). Retrieved from http://en.wikipedia.org/wiki/Vine_%28service%29

Using Social Media in Integrated Marketing

Using social media effectively is such an important part of a solid integrated marketing plan.  This week, let’s take a look at three very different brands and how they use their social media channels to market their brand.  Three different brands, all integrating social media into their marketing.  While each brand has their strengths and weaknesses in terms of the execution, they all do a great job of showcasing their brand on social media.

Adidas

Adidas is an international brand that sells sporting goods, primarily shoes.  I wanted to take a look at Adidas now because it’s an especially busy time for retailers and makers of sporting goods due to this summer’s World Cup.  As a huge soccer fan, I am very familiar with their sponsorship of international soccer teams and was expecting a big push from their marketing on social media, connecting their brand to the World Cup.  I wasn’t disappointed.

Website: adidas.com/us

Adidas Website

One thing I found odd was there were no links to their many social media profiles on their website.

 

Facebook: facebook.com/adidas

17,194,750 likes

Adidas uses Facebook well, in terms of integrated marketing.  They had posts with links to YouTube videos, they used hashtags like #allin, they tagged people and products in their posts, and, most importantly, were linking back their website.

Adidas Facebook

Twitter: twitter.com/adidas

1,546 tweets

1,162,205 followers

Adidas uses Twitter very well.  It’s important to note there were several Adidas related accounts, but I am focusing on their main brand account.  They often retweeted a lot of other Adidas accounts, like @adidasrunning, @adidasfootball, they post photos and YouTube videos, links to email signup, and use a lot of hastags.  They also link product photos back to their website.

Adidas Twitter

Instagram: Instagram.com/adidas

460 posts

1,340,179 followers

On Instgram Adidas maintained their consistent imagery.  They used a lot of hashtags like #allin, #WorldCup, #SmashTheSilence.  They also tagged celebrities in their posts, such as @snoopdogg, @AndyMurray, & @Pharrell.  They were not consistent in linking product photos back to their website on Instagram.

Adidas Instagram

Google+: plus.google.com/+adidas/posts

944,521 followers

15,885,854 views

On Google+ Adidas continued their use of hashtags, expanding it to things like: #Messi, #NFL, and #f50.  Every post had either a photo or a video and many also had a link to the Adidas website to the product.   They were very consistent in their imagery and messaging, and this was the most consistent social media platform when in comes to directing visitors back to their website from product photos.

Adidas Google plus

YouTube: youtube.com/user/adidas

68,263 subscribers

I was surprised at how few soccer-related videos there were on their YouTube channel, focusing the most recent posts on Wimbledon and tennis, instead.  They are consistent posters on YouTube, posting 20 videos, just in the past month.

Adidas YouTube

 

 

4 Rivers Smokehouse

I love highlighting local companies, and 4Rivers Smokehouse is no different.  They have a great style to their photos that they use in their marketing that they use across their social media channels, which helps make this local restaurant’s brand very identifiable.

Website: 4rsmokehouse.com

4Rivers website

4Rivers’ website features their signature dish, BBQ brisket.  It highlights their local chef and philanthropist, John Rivers, and clearly shows their social media channels.  I thought it was interesting that they didn’t have a Google+ channel listed, but I found one fairly easily when I browsed Google+.

Facebook: facebook.com/4RSmokehouse

25,788 likes

26,804 visits

On Facebook, 4Rivers lists their website and phone number in posts, but not consistently.  The photos used are the same that are used across their channels.  4Rivers does a really good job at linking articles and other media about them in their posts.  They tag folks and organizations in them, but don’t take advantage of using hashtags.

4Rivers Facebook

Twitter: twitter.com/4RSmokehouse

1,259 tweets

4,514 followers

Their tweets are full of consistent imagery and messaging.  However, they do use hashtags here on Twitter.  They frequently have Facebook posts as their tweets.

4Rivers Twitter

Instagram: Instagram.com/4riverssmokehouse

36 posts

1,3,19 followers

4Rivers’ Instagram profile is filled with great photos of food, their restaurant, chef, and employees.  They do use hashtags here occasionally, with the most common one being, #4rivers.

4Rivers Instagram

Google+: plus.google.com/+4RiversSmokehouseWinterGarden/posts

20 followers

388,898 views

Their Google+ page is actually not for the larger brand, but for the Winter Garden location.  They still use consistent imagery and messaging.  They also use more hastags, such as #WinterGarden, #recipe, and #wine.  Their Google+ page also includes links to their website and phone number for ordering.  They also tag people and organizations in their posts.

4Rivers Google plus

Pinterest: pinterest.com/4rsmokehouse

7 Boards, 114 Pins, 5 Likes,

246 Followers, 75 Following

4Rivers’s Pinterest board is just as you’d imagine it would be.  It features their food, locations, chef, media, and awards.  The food is really the star on Pinterest, though.  I thought it was interesting that in their profile, they listed their Facebook page, as opposed to their website.  Their Twitter profile is also linked.

4Rivers Pinterest

YouTube: youtube.com/user/4RiversSmokehouse

14 subscribers

5 videos

Out of all of their social media profiles, this was a bit of a disappointment.  There was no banner and only 5 videos on it.  I think, if they’re going to link this profile from their website, they should update and expand on the content.

4Rivers YouTube

NHL

While most of the world is watching the World Cup, the NHL draft was happening.  While I don’t expect them to get the attention of the World Cup, the NHL brand did a great job of pushing their content out through their social media channels and linking that content back to their website.

Website: nhl.com

NHL website

NHL.com is filled with a lot of rich content.  They have their social media profiles linked, but don’t show their Instagram profile, which I found odd.

Facebook: facebook.com/nhl

3,364,950 likes

NHL has a lot of great content on their Facebook page.  They prominently list the 2014-15 regular season schedule: http://s.nhl.com/yjLhr, and let fans know that any content shared there may end up on TV, NHL Social, or NHL.com: http://nhl.com/socialmediapolicy.  They are great at tagging, using photos, and using hashtags like #NHLDraft & #StanleyCup.  NHL is the most consistent at linking content back to their webpage.

NHL Facebook

Twitter: twitter.com/nhl

69,070 tweets

2,526,965 followers

They tweet a lot and are great at using of photos, videos, tagging, and linking back to their website.  Their is very consistent use of imagery and content shared.  They use hashtags, most recently using #NHLDraft.

NHL Twitter

Instagram: Instagram.com/nhl

1,023 posts

507,678 followers

Their use of tagging and hashtags was the most consistent on Instagram.  I liked the exclusive feel of the photos shared here, since they weren’t the ones shared on the other social media platforms.  NHL.com is not linked on the content, but their Twitter profile is listed in their profile.

NHL Instagram 

Google+: plus.google.com/+NHL/posts

1,210,388 followers

65,011,519 views

Their Google+ profile is very consistent with the content.  The messaging and imagery is the same as most of the others with their use of photos, videos, tagging, and linking back to their website.

NHL Google plus

YouTube: Youtube.com/nhl

474,749 subscribers

Their YouTube channel is filled with great content.  They have their other social media profiles linked on the banner at the top.

NHL YouTube

One of my favorite things about their YouTube channel is the exclusive content there.  There is a lot of exclusive content, which would certainly be an incentive to visit the page and to subscribe to the channel.

 

My Email To God

This blog is about social media marketing, and we’ve been looking a lot at different kinds of content marketing and integrated communications. Well, today I’d like to focus on email marketing, and I’m going to use myself as an example. I’ve been asked to market myself, so I’ve crafted an email blast that I’d send out to my ideal employer. This is going to be unconventional, but I wanted it to be genuine, so here it goes. . .

 

Dear God,

My name is AnnMarie Calo, and I am so happy to be working for you.   I know you’ve been with me since I was a little child growing up in church. I loved seeing my father speak your words of faith, hope, and love from the pulpit each Sunday morning. Watching my mother quietly work behind the scenes, not wanting any credit, just desiring to serve you while serving others. Church was always one of my favorite places to be; I grew up feeling like your house was my home, too.

As I grew up, I grew closer to you. Sometimes I stumbled, and you caught me; I made mistakes and you helped me to see the reasons behind them. I have certainly not lived a perfect life, but I have been trying. Seeking. Serving.

I was blessed to be hired as the Youth Director at a church in Orlando, Florida and to stay there for several years. You used that time to help me see how I could use the skills you gave me to point others to you. This was a revelation. I designed webpages and wrote large and small scale youth program outlines and handbooks. I learned how to research and teach. I recruited and managed volunteers.  You were laying a path for me.

I was fortunate to attend programs at Princeton Theological Seminary’s Institute for Youth and Theology. These Forums helped me to grow as a Christian and as a ministering professional. I became a better teacher and communicator. I learned more about integrating technology in ministry. Then I spent time reading and researching books, while working at a Christian conference center, as their book store manager.

Sometimes I’ve strayed and this path has become wild and rough, but I always felt you there and knew you were with me.

I want to live my life for you, God. Can you lead me once again? When I see companies like the Kendrick Brothers and Pure Flix, I get excited about what you’re doing in the entertainment field. It would be wonderful to work with those pioneering folks.  Even Central Florida company, Journey Box Media is showing exciting and relevant content that shares you with the world.  When I visit a new church, I instinctively begin to see what I could do to help them with their communications — especially if they’re not using integrated marketing to best reach people with their message of hope.  I love seeing churches near and far leveraging technology and integrated communications to reach your people.  Real Life Christian Church and Life Church — who actually does church online — are two great examples of this.

I truly love where I currently work.  I work at a Christian school as the marketing coordinator where my focus is on the management of the school’s social media platforms.  Using Facebook, Twitter, Instagram, and Pinterest, I’ve seen tremendous growth in engagement.  I also have the opportunity to teach the yearbook class and several enrichment classes that have helped me grow both in my planning, leadership, and my design skills.

Recently, I was invited to join the team at Christian television station, Good Life 45 as their social media manager.  It’s an exciting time of new branding and the production of new programs like “Welcome Home” and “Real Talk.” It’s hard to think about asking for more.

What I will ask for is continued opportunities to serve you and help share your love with the world.  I believe that you’re leading me on this path to help me become better equipped to continue to serve in you in the communications field.  Being a part of the University of Florida’s MassComm Master’s program is certainly doing that!  Perhaps the names of the places I work for will stay the same, or maybe they’ll change.  My ideal situation is wherever you want me to be, Lord.  So, instead of asking for more, I’d like to take this opportunity to thank you and to let you know I’m ready for whatever comes next.  Here I am.  Send me.

Why Blogging Matters

Blogging often gets a bad rap.  For too long, many people have thought that blogging was just for “teenagers and wannabe reporters.”  Nowadays, more and more folks have begun to see the real value to blogging.  The phrase I’ve been hearing again and again is “content marketing.”  I read about it on Adam Vincenzini’s great marketing blog, and it’s part of the focus of Matthew Certo’s fabulous new book, Found: Connecting with Customers is the Digital Age.  

Many businesses and individuals are starting to get the message that creating great content that others want to read, not traditional advertising, is a great way to gain and retain customer loyalty.

Depending on where you look there are several ways to describe the different types of blogs and bloggers.  For the purpose of this blog, blogs will be divided into five categories:

 

Let’s take a look at a few examples.

 

Matt walsh blog front page

The Matt Walsh Blog is something I’ve seen posted to Facebook a lot recently.  I would characterize it as a semi-professional blog based on his posting frequency and the number of shares and comments displayed on each post.   He tends to post several times a week, usually dealing with a newsworthy or controversial topic, taking a unique perspective.  As a result, he receives a lot of passionate comments.  His recent post titles include “Thousands of toddlers are being drugged because they act like toddlers,” “This person is planning to kill me in order to teach me that I shouldn’t be mean and hateful,” and “This poor child is confused, not ‘transgendered.’”

This sort of controversial take on newsworthy items and hot topics makes his voice a unique one from many blogs I’ve seen.  He is definitely creating his brand personality through controversy, dealing with issues in black and white instead of shades of gray we often see.  As far as I can tell, Matt uses word of mouth as his way of getting traffic to his blog, although he comes up first when searching for “Matt Walsh.”

The Matt Walsh Blog has a good amount of ads on his blog and he even sells a shirt.  He also has a tab which includes offers for speaking engagements and media requests.  He has Facebook, Twitter, Google+, and an RSS feed in the upper right corner of his home page and also gives various options for sharing each post at the end of them.   It looks to be a successful blog gaining followers and momentum, and he’s doing a great job forwarding his brand.  Longevity remains to be seen, but he has a partnership with the Liberty Alliance, which certainly can’t hurt his audience reach.

house of hendrix blog

A personal favorite of mine is a blog by my friend, Alli Hendrix, The House of Hendrix.  Her blog would be classified as a recreational blog due to her specific content and passion with which she blogs about her self, her children, and her family.  There are no ads on the site, and she even lists her personal email address.  Her blog is meant to inspire and encourage others, while sharing her own experiences as a friend, wife, and mother.  A typical blog is a recent one titled, “How sibling fighting led me to drive a car covered in Nerf bullets.

Like most bloggers starting out, she has friends who subscribe.  She was also listed in the top 25 family blogs by moms on Circle of Moms.  The House of Hendrix also uses Pinterest as a tool for gaining traffic on the blog.  Alli posts social media share buttons on her blog and encourages readers with a personal message to connect with her on Facebook.  This is typical of her brand voice.  She is personal and personable.  Alli easily connects with moms about their desires for the families, through fun crafts ideas, and by revealing her struggles.  As a recreational blog it is great.  If she were looking to have advertisers, I’d recommend having things like summer sleepaway camps, children’s clothing, and craft products.  As it is, she does recommend one store and her “Favorite Socks Ever!

While the blog has only been around for a, relatively, short time, I would still say this qualifies as a successful blog.  I’d love to see her publish new content with more regularity, but the content she does publish is original, useful, and oftentimes inspirational.  Using Word Press, you can follow her blog from the moment you first visit.

relevant magazine home page

Another local favorite is Relevant Magazine.  While they do publish a print version, their online news-style blog is able to cover many more topics than the print version.  Their about us tab tells the story of how their publishing efforts began and that they now havw a reach of about 2,300,000 per month.  They tell the story of how and why they started here:

 They are unique in their target of twenty and thirty-something hipster Christians who are searching and not always finding the answers they’re looking for in church.   They have a wealth of great content that would help with SEO.  They also should get traffic through social sharing and the word of mouth they mention in the above video.  Also, I would assume they get traffic through their titles like “4 Lies the Church Taught me about Sex” and “Top Ten Relationship Killers.”

There are ads on the page and also opportunities to subscribe to their printed publication.  This is a well conceived and executed blog and brand.  They have new content that is published often, and you can connect on many different social sites, including YouTube.  You can subscribe and share many different places on their main site and through social media links, and Relevant has been around for more than a decade.

So, whether you’re trying to educate and inform, share your opinions, inspire others, or sell something, blogs are a very useful tool.

Some other favorites of mine I’d like to list are:

  • The Pioneer Woman — I came across this blog years ago while looking for a recipe, and it has now practically become it’s own industry with books and a television show.
  • A Thousand Miles — Inspiring story of an amputee’s journey walking 1000 miles that was shared with me soon after a dear friend’s brother lost his leg.
  • Fluent in 3 Months — If you want to learn a second language or have ever wished to become a polyglot, get the refund on your Rosetta Stone, this is the blog for you!  He offers a paid subscription service for more help and tips.
  • Technorati — Great for social media and online marketing information and tips.

What are you waiting for?  It’s time to start your blog!

The Resurrection of the Website

The website is the linchpin of any brand’s online presence.  Or, at least, it should be.  However, with the growing influence of social media, many companies have virtually abandoned their websites.  This is a bad idea.  While, it’s true, people spend a lot of time on social media sites like Facebook, Twitter, Pinterest, and more, the only place on the internet your company owns the content it’s producing  is on it’s own website.

So, while having a strategy that pulls folks back to your website is key, it’s just as important to having an outstanding website for them to go to.

Here is one way of looking at it from an integrated marketing standpoint:

Think about it.  Most of us have visited websites where the information was old and outdated, links were broken, or the webpage was somehow “under construction,” which is a fancy way of saying it it’s incomplete.  That’s not even touching on websites that are poorly designed.  So let’s take a look back at Orlando City Soccer Club’s website, and see how they measure up.

Orlando City Soccer webpage home page

OCSC has a beautifully designed website that integrates both push and pull marketing.  Prominently displayed social media account links are present.  There is fresh content scrolling in the main news area.  Here they’re talking about player, Kevin Molina, being named to the USL team of the week and advertising the team’s next matches.

Fresh Conent -- molino

Immediately I see the opportunity to “Live Chat” in the bottom right.

Orlando City Soccer Live chat

There are offers to buy tickets, a Soccercast to listen to, an email list to subscribe to, and even an opportunity to volunteer.

volunteer sign up page

They also integrate print and email marketing along with a very active social media presence on Facebook, Twitter, Instagram, YouTube, and Pinterest, even using Twitter to pull folks into their coach’s blog.

2014-06-08 21.35.50

In the story sections, visitors can share the content directly to their social networks and even comment right from the OCSC webpage.

Social media share buttons

Although the website has a lot of tabs, they are well organized and full of good, useful, and informative content.

coporate tab

gameday tab

news tab

Schedule tab

MLS tab  Tickets tab

store tab

club tab

I especially like their nod to their supporters clubs, the tab for Spanish-speaking fans, and the one highlighting the many youth programs, OCSC offers.

espanol tab

 

OCSC Youth Soccer webpage

I had to look hard to find any recommendations I’d make to the designers of the site.  When looking at the mobile version, no accommodations have been made for a mobile viewer.  This is a missed opportunity.

Orlando City Soccer Mobile version

Statistics show that mobile use of the internet is growing.

Orlando City SC should be taking advantage of this rising trend.

 

There are a lot of other important things to look at when designing and structuring your website.  Using Google Analytics is always a great step.  I’d also recommend using a site like crazyegg, which shows things like heat mapping, where folks are clicking most, how long they scroll down, where they leave your page, and so much more.

 

Push & Pull Marketing — getting folks to your website

Push and pull marketing each serve their purposes, but, like most things we’re discovering with integrated marketing, they often work best when they’re working together.

Some of the benefits to push marketing are:

  • A small brand is able to reach a broader audience when using a television or radio ad.
  • Brands are also able to use push marketing when a particular time-table is important, like sending an email blast about an upcoming sale.
  • Push marketing is also essential when you’re a new business or a business rebranding yourself, making use of services like direct-mail.

Pull marketing allows a business to:

  • Develop brand loyalty through social media platforms such as Yelp and FourSquare, having customers find you and check-in.  You can even offer a coupon or discount.
  • Market without a big budget.  Many pull marketing techniques can be done through free social media posts, blogs, YouTube videos, etc.
  • Showcase you as being an expert through publishing blogs or offering white papers about specific topics that will help you gain an audience.

Push and pull marketing can work together in really compelling ways.  When someone searches for a YouTube video on a particular subject and ends up subscribing to a channel, or when the use of good SEO and Google AdWords leads to a Google search with your company’s website at the top of it are both examples of having a good balanced marketing approach.

Push marketing is also more expensive than pull marketing.  However, pull marketing often takes more effort to develop and maintain.  Push marketing can better for creating brand awareness, and pull marketing is great for maintaining brand loyalty.  The best scenario is having both together in a hybrid method.

When thinking about push and pull marketing, it’s important to remember that social media, a favorite marketing tool, is not the place you want your customers to stay.  Using a combination of both push and pull marketing, the goal is to get people to your website where you can, again, offer a combination of push and pull methods to gain them as a customer.  The trouble is many people have seemingly abandoned their websites in favor of social media when they should be using them as a hubs instead.  After all, companies do not own what they do on a social media site, whereas on their website, they do.

I really enjoy acknowledging and reviewing local brands who effectively use a hybrid of push and pull marketing right here in Central Florida.  One such brand in the Central Florida YMCA.

The Central FL YMCA shows great brand consistency through the use of their logo and design.  They use their website, mobile, and social media to inform and educate.  They have social media buttons on their homepage.

As summer begins, they are also using consistent messaging and visuals, all highlighting their swimming programs.

On their website, they also direct visitors to donate online or become a member.  You can even download an application right from their website.

I recently saw a segment on Good Life 45‘s “Welcome Home” where they were promoting “Safe Start.” (start at 33:10 to see the segment)

 Another local brand that is leveraging savvy marketing is Real Life Church.

While some people may not think of a church as a brand, they are still trying to attract folks to enter their doors.

Real Life Church shows great branding and consistency across various platforms and sites.  Here they are showcasing their current series, “Transformed: A Study In Romans.”

They are definitely trying to get folks to their website where they can find out more information, find a location, watch videos of messages, or even give to their ministry.

I know some folks who don’t appreciate this sort of integrated marketing from an organization like a church, but really they’re just using smart methods to interest people enough to visit and then continue their engagement.

The pastors from Real Life also have a television show on a local Christian station called “Real Talk.”  This is just another extension of them marketing their message while showing a brand personality that is approachable.

Orlando City Soccer — building a brand through multimedia communications

Using multimedia communication is essential when trying to reach your customers.   Living in Orlando, I see many companies, large and small, who are using multimedia communication to integrate their marketing effectively.   This video shows a great example of a small business using multimedia communication effectively to build business.  In today’s multitasking digital landscape where it takes more touches to reach a customer, combining things like radio, TV, print, social media, web, email, and more will get your message to more people.

Orlando City SC logoI wanted to highlight a local organization that has used multimedia communication extremely effectively to meet their goals and grow their company.  I have personally seen their very active Facebook and Twitter pages, billboards, newspaper ads, email blasts, items handed out, and much more!  Orlando City Soccer is a great example of using multimedia communication to help grow your business and increase brand loyalty.

Orlando City Soccer Club (OCSC) was founded in 2010. What began as the Austin Aztec FC in 2008 moved to Orlando with high hopes of becoming a Major League Soccer (MLS) expansion team. Being a huge soccer fan, I was immediately excited. After attending some matches during the inaugural season, I purchased season tickets.

With the desire to become an expansion team in the MLS, Orlando City SC has done a tremendous job at showing their organization to be vital to the fans and the community.

As a season ticket holder, I was put on an email list and receive emails directly from the club. This is a great tool to keep in touch with customers. While I don’t read all of the emails, I do read them regularly. A good subject line is certain to get my attention.

Orlando City Soccer emailss

They wisely, include targeted information in their emails, including ticket sales opportunities and even a link to their own podcast, which they call a Soccercast.  They rightly refer to the hosts as “Brand Ambassadors.”

Orlando City Soccer Soccercast

I’ve also received direct mail containing things like schedules, coupons, and flyers for special events.  One notable piece of print is their pocket schedule that folds and goes conveniently into your wallet.  They even included a few to share with friends.

Orlando City Soccer Print Ads Direct Mail

Orlando City Soccer Billboard Don Garber visitDuring the 2013 season, OCSC had flags of their players hanging from the lampposts in Downtown Orlando, and more notably, when MLS commissioner Don Garber came to visit Orlando in 2012 to take a look at the city as a possible option for an MLS expansion team, Orlando City Soccer rolled out the red carpet, and showcased their brand.

They put an ad in the local newspaper, the Orlando Sentinel.

My favorite thing they did was the series of digital billboard ads they produced, even incorporating social media by using fans’ tweets directly in some of the ads.

OCSC has a very active social media presence.  They Orlando City Soccer Twitter Billboard MLS visitare extremely active on Facebook, Twitter, Instagram, YouTube, and Pinterest.  One engaging campaign was Scarves Around the World.  Orlando City asked fans to take photos of themselves holding the Lions’ scarf when they traveled around the world.  These were then pinned, retweeted, tagged, and favorited on Instagram, Pinterest, Facebook, and Twitter.

It was a hugely engaging thing for fans to focus on in the off-season.

Orlando City Soccer Club also gives away items to fans and ticket-holders.   2014 season ticket holders received the 2015 scarf pictured below.  They’ve also given away head-wraps to fans as they enter the stadium, branding them upon entrance.

2014-06-01 12.31.04Orlando City corperate sponsorsOCSC also works with corporate sponsors to give-away items at the stadium upon entrance.  Also pictured are various coupons and spirit-gear to help fans enjoy the match and remember the brand after.

Their brand voice is in-your-face and playful and the tone is direct.

When International soccer royalty, David Beckham decided he wanted to own an MLS franchise in Miami, Orlando City used the opportunity to poke fun at Beckham, MLS, and the process by tweeting these photos:

Beckham Orlando City #BuiltNotBoughtDavid Beckham Underwear Orlando City

Using the hashtag, #BuiltNotBought, OCSC showed their social media savvy.  They had used hashtags before when building the momentum these photos refer to during their campaign to receive an MLS expansion team.  #OrlandoBelievesInMLS was one that they used on Twitter and Facebook.  They also made YouTube videos, encouraging fans to sign a petition on their website and contact their representatives in Tallahassee.

 They even distributed bumper-stickers, showcasing yet another example of integrated marketing.

Orlando Believes in MLS

These are just a few of the vast and various examples of the way Orlando City Soccer Club uses multimedia communications.  Laying this groundwork was essential when they changed their logo last month.

OCSC New Crest

They got some free press when the local news covered their #PaintTheCityPurple campaign.

So, let Orlando City Soccer’s use of multimedia communication in building their brand be a lesson to all of us.  Integrated marketing is an essential tool to any business.  Reaching your target audience in multiple ways on multiple channels, gives you the best chance of strengthening your brand and engaging with customers.