Amplify Your Brand! — Using IMC To Reach New BullHorn Media Customers

This post is a small part of the beginning of an IMC plan I have put together for Orlando-based corporate, event, convention, and trade show video production company, Bullhorn Media.  This post is for educational purposes.

Company Analysis

Bullhorn Media is a recently launched video production company by Mark and Lisa LeGrand. It is a family-owned, small business. They have been a leading videographer in Central Florida as the company Pro One Video since 1992. They decided to create a whole new brand when they chose to split the corporate side of their video business from the wedding side. Mark and Lisa are looking to generate buzz about their new brand, Bullhorn Media, and to generate and capture leads through content, social media, SEO and more.

The target audience for Bullhorn Media is businesses and nonprofits located in or coming to Orlando for an event. Ideal connections would be with meeting planners, event planners or destination management companies, and with organizations sponsoring parties.

Strengths

Although Bullhorn Media is a new brand, Mark and Lisa have a great professional reputation and have been in the video production business in Central Florida for 22 years. They have a strong history of working with small and large organizations and have great client list including Google, Give Hope, Nielsen Group, Orange County Bar Association, Hewitt Packerd, Planet Hollywood, Gatorade, TGIFridays Restaurants, Maison & Jardin and The Rosen Hotel, among others. Even though they are a new brand, this amount of experience helps show credibility when seeking out new clients. You also offer great features like on-site editing which is a good selling point. You are creative, but listen to your customers, and you have a great closing rate.

Opportunities

There are a lot of opportunities for business here in Orlando. In 2013, Orlando was only behind Las Vegas and Chicago with the number of trade shows hosted. USA Today says Orlando is the top destination for conventions. All of this amounts to a lot of opportunity for Bullhorn Media solely based on its location.

In terms of specific opportunities for the brand, Bullhorn Media can make its own mark as a new business. Not having the moniker of being a wedding videographer and instead focusing on corporate work will give Bullhorn Media a blank slate to create the exact brand persona they want moving forward. It’s an exciting time!

Why Use Integrated Marketing Communication (IMC)?

Bullhorn Media is in an ideal position to benefit from IMC.  The consistency and results from an IMC strategy will be a huge benefit to Bullhorn Media moving forward.  Establishing yourself as an expert in your industry should be fairly easy, given your extensive portfolio and experience.  The best method to do that is to combine video, a blog, your website, social media and email marketing.

14-social-marketing-trends

Conclusion

Although there is a lot for you to consider and implement, moving forward with IMC, it’s an exciting time for your new brand, and I’m glad to be a part of it in this small way.  Remember the old marketing adage that “content is king” and use IMC to your company’s advantage.  You can only improve upon what you currently have, so be encouraged!  Get out there are #AmplifyYourBrand!

 

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Understanding Analytics — How To Make Facebook and Email Insights Work For You

Analytics

Data makes the world go ‘round. Or at least it helps us to make sense of the world online. A good social media manager is tracking and analyzing data related to their posts and campaigns, so they can better reach and engage their target. However, data and analytics can also be quite overwhelming. There are so many things to look at that you may find yourself lost at what it all means. For this reason, I’d like to take a look at two of the most common platforms being used for online communication: Facebook and email. The analytics used to track these two forms of your message are really easy to use and understand once you get used to them, and understanding them is critical for adapting your message to reach more people.

For the purpose of this post we will look at real Facebook Insights and email analytics from the service Bronto. Although the analytics are from a real company, for the purpose of this post, let’s refer to this company as company ABC.

ABC company is health-oriented and in the Central Florida area. In addition to their Facebook page, ABC company has a Twitter account, Pinterest page and YouTube channel. ABC Company also sends out a bi-weekly e-newsletter. We will be looking at analytics for their Facebook page during the time period noted on the screenshots, and the email statistics are from an email sent on May 21, 2013.

fb insights stop guessingIf you’re new to Facebook Insights there are a lot of good resources out there to help you make sense of it all.  Naturally, going to the source and reading through what Facebook itself has to say about their Insights is a great place to start.  I also recommend looking on YouTube for tutorials on how to understand Facebook Insights. The following two videos are good for quick, easy explanations of a few basic metrics you’ll be looking at.

So, now that you understand some of the basics, it’s much easier to not only look at your Facebook Insights, but analyze what they mean and how you should adjust your integrated marketing plan as a result.

week12-charts-larger-mmc_Page_1

In the above screenshot, you can see company ABC doesn’t have a lot of likes on the business Facebook page with only 880, and with a growth of only .69% increase in likes during the date range shown, they aren’t increasing their fan-base in any sort of significant manner.  However, their weekly total reach has increased by 39.83%, which is a good start and definitely some momentum we would want to continue to build on.

Looking more closely at the specific posts can help us see which posts are the most effective at reaching our audience.  The post on 5/29/13 “Join us tomorrow morning in the Group Fit..” is the best performing post because not only did it have the highest reach at 509, but it also had a high number of engaged users and the highest number of users talking about this.  The virality of this post was 1.96%, the second highest of any post.  In general, we see that posts with calls to action tend to have the most reach, engagement, talking about this, and virality.  The post with the highest virality was on 6/2/13 “Today is National Cancer Survivors Day..”  Due to the subject of this post, cancer survivors, it no surprise that it had the most virality.

week12-charts-larger-mmc_Page_2Looking at the next screenshot above, you can see that the majority of company ABC’s reach is happening with women.  The largest age range is 25-34.  The vast majority of those reached are in the USA, living close by in Orlando, Celebration, and Kissimmee, and they primarily speak English.

Looking in the bottom half of the shot above, also show in the top of the screen shot below, you can see that company ABC is not using paid reach, and most of the unique users are only being reached once.  This is significant because statistically, most potential customers need to have seven interactions, or touches, with a company before they are converted into customers.

week12-charts-larger-mmc_Page_3As we take a closer look at the screenshot above, we also note that most of those folks visiting company ABC’s Facebook page are sticking to the timeline.  The other places they’re looking at are the company’s profile and its photos.  Most of the external referrals are coming from Google, but there aren’t a large number of them.

If I were actually on the Facebook Insights page right now, I’d certainly be finding out which posts caused both the high and low spikes in page views.  I would look at the kind of post (link, photo, contest, call to action) and the time of day they were posted and look for trends I could repeat and expand on.  I’d do the same thing for the downward spikes and try to improve on that content and timing or do something different altogether.

week12-charts-larger-mmc_Page_4

For our last shot of company ABC’s Facebook Insights, we’re going to look above at the demographics of who’s talking about the page.  Again, it’s mostly women and mostly folks ages 25-34.  The top seven locations are all local cities, which is good, since company ABC is a Central Florida service-related company.

When looking at how people are talking about the page I would look closely at what specific posts led to spikes and dips.  In particular, looking at the graph on the right, I’d want to know which posts led to the spikes and rises in virality and try to duplicate and improve upon their reach.

week12-charts-larger-mmc_Page_5
Now let’s take a look at the Bronto email analytics from an email sent by company ABC.  The good news is that almost all of the emails sent (2,624) were delivered.  The bad news is that there is only a 25.2% open rate.  Or is it?  We tend to want to assume that in order to have a successful email campaign the majority sent must be opened.  However, Mail Chimp tells us that the average open rate for a health-related company is only 24.27% with a click rate of 3.64%, so by those numbers company ABC is doing okay.

email insightsBut we don’t want to do just “okay,” do we?  We want to see company ABC thrive!  The most important statistic above is the 0% conversion rate.  This is where we want to make the biggest improvement for company ABC, but it all starts with the email being opened.  So what can we do about it?

Well, in terms of the email, we can start with a subject line that is a call to action.  We should make sure we’re sending the email at an optimum time of day.  We can also make it visual.  Using a call to action for a discount or coupon in the subject line is one way to increase open rates.  Follow that up with really good content within the email that is optimized for mobile viewing, since many folks are checking their email from their phones.

For improvement on Facebook, I would recommend company ABC pay to boost some of their posts — especially those with a call to action.  Providing users with great content, not just making “the ask” online is much more genuine and should be a priority.  Posts that highlight health benefits of certain services or products and then offering a discount from company ABC could be effective.  Cross-promotion from a blog to Pinterest would reach their highest demographic of women.  I think using video is also a key place to expand.  Again, tying it in to content marketing with a blog and posting to YouTube could help establish company ABC as a expert in their field, and help them gain notice, reach and customers.  If there’s money in the budget, some targeted Google ads would be a good step in gaining customers, provided that their website is full of good visuals and good content.  Lastly, I wouldn’t dismiss the notion of using print advertisements that include their website and a discount code they can apply online.

Social-Media-Trends-for-2014

Reputation Management — Responding To Negative Reviews Online

Reputation Management - Arrows Hit Target.

Reputation management is such an important part of a brand’s social media and online presence.  What happens when a company receives a negative review, or a review that is downright damaging?  How they choose to respond or ignore the situation can have lasting effects on their brand persona.

Let’s look at a situation that unfolded with FedEx  as a brief example of how to respond in crisis management.  FedEx used social media, including Twitter, a blog, and YouTube video to apologize and respond to the YouTube video of their employee knowingly damaging a customer’s property.  They apologized, sincerely, for the actions of their employee, stating that it was unacceptable.  FedEx’s sincere response to this crisis helped folks see FedEx’s conviction over this incident and their commitment to customer satisfaction.

When responding to negative reviews or press there are some good guidelines to remember:

  • Do your research.  What was the situation on site that caused the negative review?  Get as much detail as you can, so you can best address your customer’s concerns with facts and not just automated-sounding responses or platitudes.
  • Don’t put your head in the sand.  Ignoring a bad review or bad press usually only makes people think you either don’t know, which is bad, or don’t care, which is worse.  While there may be a company policy to keep matters private, you should not ignore the need to correct the record or apologize, depending on the situation.  A great example of what not to do can be seen in the recent situation Conn’s had with the Times.
  • Apologize, sincerely, if needed.  Don’t apologize if the customer’s complaints aren’t a result of your company’s wrong-doing, but still make sure you acknowledge and address the negative review or complaint.
  • Be honest.  Don’t create a fake account to praise your company online.  Not only is it unethical, if you do get caught, you’ll have an even worse PR situation on your hands.

For educational purposes, let’s take a look at some sample reviews of hotels, and I’ll share how I would respond.

Note: I am not affiliated in any way with TripAdvser, Hilton or Hyatt Hotels.  This exercise is purely for the purposes of education.

Review:

Hilton-example-2014My response:

At Hilton we do our best to listen to and address our customers’ concerns.  We appreciate you bringing this to our attention.  Please accept our sincere apology for what you encountered during your recent stay.  We have contacted this location’s manager, and they are working closely with their staff to make sure this does not happen again.  Please contact us in a private message, so we can continue this conversation directly with you.

Review:

Hyatt-example2014My response:

We appreciate you taking the time to review the Hyatt Regency Orlando!  Repeat guests, such as yourself, make up more than half of our business.  During your next stay, we hope you’ll try our new Napa Breakfast Buffet where kids 0-3 eat FREE and kids 4-10 eat for the price of their age!  Our staff is committed to creating the best possible environment for our guests during their stay.  Thank you for highlighting Ralph from one of our restaurants, Fiorenzo Italian Steakhouse.  We will pass along your praise to his manager.

 

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.

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

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.

Classic & Social Media — Working Together

Classic marketing — wasn’t it great?  Picture Don Draper presenting the next great ad campaign idea to Chevrolet in a smoke-filled room.

 

The advertising business used to be planned for and over a long period of time, and the communication with customers was always well considered and reviewed.  In today’s fast-paced world, that almost sounds antiquated, doesn’t it?

ClassicMarketing_SocialMediaMarketing

The thing is, classic marketing as we know it — print, radio, and television — still plays a part in a good multimedia marketing plan, and it’s still about branding.  The difference is that now customers want to have experiences rather than products, and today’s marketing professionals know just how to seamlessly have a brand engage with their customers.

Let’s take a look at McDonald’s.

In the past few days, McDonald’s introduced a brand new mascot, Happy. The reviews were far from mixed.

 

 

If these were still the days of Don Draper and his Mad Men team, after the panic had subsided, there would be a response in the form of a full-paged ad in the New York Times, or perhaps a new television spot.  Nowadays, we have the luxury of social media.  Rather than use a classic form of media, McDonald’s chose to respond right where they chose to announce the mascot to begin with.

Rather than panic at the immediate public dislike of their new mascot, McDonald’s chose to capitalize on their media exposure and make light of the complaints.  This was advertising genius.  In a crisis situation, social media marketing far outshines the classic approach.  The immediacy of both the customer feedback and the company’s response shows how powerful social media marketing is.  Its spontaneous nature led to the negative feedback, but also opened the door for McDonald’s clever response.  The point is we are still talking about it.

As one article on Time.com states:

According to the research firm Kontera, the introduction of Happy hiked McDonald’s overall online/social media impressions by 67% from May 17-18 to May 19-20, and an impressive 25% of the content over May19-20 was related to Happy. Another 11% had to do with Happy Meals.

While, naturally, McDonald’s would’ve preferred Happy to be warmly embraced by their customers, any time someone hears about their new mascot — no matter the reaction to it — it’s giving McDonald’s free advertising.

McDonald’s uses a multimedia marketing plan, integrating social and classic media.  In this recent print campaign, McDonald’s chooses to not use any descriptions — in fact, they don’t even identify their brand on the posters — showing that their classic menu items need no introduction.

They support their print ads with a commercial.

They’re also using this new YouTube commercial to capitalize on this summer’s World Cup and encourage customers to download an app to play a new trick-shot game.  As it says on their YouTube channel, GET THE APP, GET THE FRIES, PLAY FOR GLORY.

While all of McDonald’s advertising has clearly been well thought out and planned, you never know how the public will react.  They may even take it upon themselves to make a documentary like, “Supersize Me,” or a teacher may challenge his students to debunk it.  In today’s media saturated landscape, the one thing you can count on is your customers having opinions and sharing their reactions and comments with you immediately.  They may tweet or blog or comment or even make a YouTube video.  The one thing you don’t want is for them to be silent.