6.1: Social Media Landscape

What will be next?

What will be next?

WATCH OUT!!! SOCIAL MEDIA IS GOING TO CHANGE!!!  Have you thought about running an ad on Facebook, Twitter,  or any other social media website? Well you better hurry up before its too late! Today mobile advertising is expected to reach $7.19 billion by the end of this year, with a rapid increase of up to $20.89 billion by 2016. In a 2012 study it was found that many Generation Y mobile users actually LIKE mobile advertisements. YES, I said.. LIKE.. and I wasn’t even talking about Super Bowl ads. Over half either like the ads, or have zero opinion… meaning less than half dislike the mobile advertisements.

So why do I think this is a bad thing? At first I thought, how could this be bad? I never really considered how the growth of mobile advertisements could be a bad thing, if so much of the young generations actually like it! But when I was sitting in Advertising Management class today my professor said, “Generation Y is the hardest generation to reach through Television because they know how to block it out, what do you think is going to happen when mobile advertisement is a norm?”. She’s absolutely right. With the rapid increase of spending on mobile advertisements its going to be a normal day-to-day thing that we just become used to. Once mobile advertising isn’t “new and exciting” it’s going to be “obnoxious and frustrating”. It’s human behavior, once something has been too repetitive and overdone we learn how to block it out.

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So what can you do? Start advertising with mobile advertising today, and get a admob-mobilehead of the pack! This will help you gain recognition before the playing field becomes too crowded. In the end hopefully your viewers will remember your ads more. Keep your eyes and ears open for new opportunities to ensure that you are continuously a leader in the social media/mobile marketing industry! Other than that company’s mobile marketing strategies are going to start looking a whole lot more exciting. They are going to find new ways to reach us on our mobile phones that is unexpected, and find ways to catch our attention. Additionally, I believe the continuous rapid increase of mobile advertising will soon level out, or start decreasing. I’ll be curious to see how effective it really is in 2016, do you thik the $20.89 will be as effective as the 7.19 billion this year?

It’s a rough world out there… GOOD LUCK!

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Starbucks Social Do’s and Don’ts

Good evening! So I went to grab my morning coffee today, and decided to make a treat of

Alright, try to finish this blog before you go to Starbucks now!

it… STARBUCKS! It’s my absolute favorite. Naturally this little trip had me thinking about social media, I know it happens to you all the time too. What is their social media campaign like? I know I see them all the time, clearly it effects me positively but what about others?

So I decided to take a deeper look into the world of caramel macchiatos, pumpkin spice latte, and chai tea (just to name a few favorites).  When they first began they were 100% committed to building relationships to current Starbucks enthusiasts (http://blog.creatinemarketing.com/blog/bid/164625/Starbucks-Excels-in-Social-Media-Marketing). You love Starbucks? So do I! Let’s be friends and talk about our love for the coffee genius publically. Sounds like a good plan right? RIGHT!

No Thank You!

What didn’t Starbucks do? They did NOT tell you how wonderful the caramel macchiato is over and over again. You are an enthusiast! You know how great it is, and you know about every other product they have to offer too! They did not spam your news feed with “BUY ME ME ME!” statuses, or try to overwhelm you with everything they had to offer. They simply just wanted to be your friend. They were like the new kid at a brand new high school, they just wanted to fit in and hang out with you. This may have been the best move they could have ever made.

Their strategy focused on informing these current enthusiasts about new products, information on Starbucks, and engaging with them to improve their experience with the Starbucks brand. When they need to increase traffic, awareness, or instant sales they ran a promotion allowing the customer to get a free pastry, or discounted beverage. This type of social media marketing clearly follows the “Listen first, then engage” best practice, which answers “What’s in it for me?” (https://blackboard.snhu.edu/webapps/portal/frameset.jsp?tab_id=_2_1&url=/webapps/blackboard/execute/launcher?type=Course&id=_89057_1&url=).

However, like an social media strategy there is always room for improvement. For starters, stop ignoring your friends! Starbucks does an excellent job when it comes to posting a topic, and continually checking for comments on it to engage with. However, if you were to comment directly on their page, Starbucks ignores it (http://www.facebook.com/Starbucks?ref=ts&fref=ts) . You could be saying they are coffee gods, and the coffee tastes like magical fairy dust and they would not answer. Or imagesyou could say that the coffee had hair in it, the barista spit in your drink, and a pastry was thrown at you in Starbucks store 123 and again you would be ignored. Like I mentioned in earlier posts this is a HUGE NO NO! Starbucks could greatly benefit by responding either on the post directly, or rerouting the comment to a private setting.  Any response is better than no response, okay…maybe not ANY response… but any well thought-out, genuine, company-in-mind response is better than nothing!

But is this realistic? Say between all the social media channels Starbucks gets 1,000 social-media-responsecomments a day they would need to respond to. That’s about 125 comments an hour. THAT IS A LOT! However, it’s doable. It would require a team of employees to answer back. However, there is a feature on many of the social media managers, such as tweet deck, in which comments and tweets can be forwarded to the right person/department. Therefore, if someone is asking a sales question you could transfer their comment to the sales person for answering. You would have to treat the social media comments and tweets the same way you would treat the customer on the phone. However, to do so you would need every one answering the social media comments/tweets to be fully trained on how to replay and what to reply with. A social media code of conduct would be essential in a big company like this. It’s realistic, however depending on the current internal social media set-up it could be costly to train numerous employees. But it’s a realistic goal to work towards.

Morale of the story, if the best social media plans need work! So you are doing great!!

Thanks!

4.1: Trends and Utility

Hello Again! Remember a few blog posts ago when I made a prediction on where I thoughtbeyonce-super-bowl social media was headed? I just know you’ve hung on to every word I’ve said so I’m sure you know exactly what I’m talking about! But I know it was a big weekend with Super Bowl and everything (Beyonce rocked it by the way), so just incase you SLEEPY here’s a

refresher: I said it would become more specialized and more photo/video focused! Ahhh yesss now I remember that post! Well the rest of the world has now 1/2 caught up with me!!! I TOLD YOU I WAS PSYCHIC! And yes I said HALF caught up with me. Apparently,  more focused and specialized social media isn’t a huge trend just yet (but I’m sure it’s getting there), however the photo/video focused social media is HERE!

It’s here and it’s growing fast!

Trending

 

Pinterest is a newer social media site that is growing EXTREMELY fast, with growth of 1000% in just 12 months! It’s one of the biggest trends kicking off Social Media in 2013 (Souza, 2013). Pinterest is a social media site in which you

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can share pictures, and attach a link to it. For example, if you are shopping online at the Gap and find a cute sh

irt you JUST HAVE TO HAVE, and want to show all of your friends what you are purchasing, you can “pin” it to Pinterest.

When your friend sees that picture on their pinterest “board” then they can click it and it will bring them to the exact page you pinned if from. COOL RIGHT? We’ll apparently everyone else thinks so too!

This is excellent for increasing brand awareness, and drive traffic to your website (Arthur, 2012). How does it create awareness you ask? Well 90% of information transmitted to the brain is visual, and the brain processes visuals 60,000x faster than text (Sibley, 2012). Meaning that by using Pinterest they will understand the message faster, and hopefully have a higher recall rate of your brand/product/ad. 

Pinterest-Referral-Traffic-Percentages-4_12

Brand your content on Pinterest, and increase brand awareness.  Additionally, 21% of people with Pinterest accounts have purchased an item after seeing it on Pinterest, and have generated more referral traffic for businesses than Goolge+, YouTube, and LinkedIn combined (Sibley, 2012). I’d say those are already great reasons to look further into the Pinterest trend! More traffic AND people will know who I am?? YES PLEASE!

Okay so it sounds great, but how would I go about using it? First things first you need to position yourself, you need to be able to stand out to competitors. For an example we will use Ally’s Style (It’s Fake..just go with it). Ally’s Style is an AWESOME store with the cutest clothes known to man kind, obviously.

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But if Ally’s Style joined Pinterest it would be put up against a million other clothing stores trying to reach consumers. SO we need a position. For example Ally’s Style could be “affordable style”, “quality comfort”, “modern style”, or “luxury style”. Your position on Pinterest has to be apparent and represent your store, it’s the only way you will attract your target market and become a successful Pinner. From there you can pin not only your products, but things that influence your style. For example, “affordable style” could not only show the affordable clothes Ally’s Style has to offer, but unique ways to transform an old sweatshirt into a sweet going out shirt to save money! This will engage your customer to want to follow your pins, while still deciding if they are going to buy from you! Affordable style could then post new hairstyle to wear with Ally’s Style’s “Affordable Accessories”. With an appropriate positioning strategy it’s more likely that your Pinterest efforts will be successful.

Pinterest is a new and exciting trend, SO GET WITH IT!! Thanks again for reading my blog, and please leave comments on any suggestion you have for a first time Pinner for business!

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Don’t Believe Me? Ask these people:

Arthur, L. (2012). Pinterest:the good, the bad and the ugly. Retrieved

from http://www.forbes.com/sites/lisaarthur/2012/04/03/pinterest-the-good-the-bad-and-the-ugly/
Souza, J. (2013, January 09). Fast company. Retrieved from http://www.fastcompany.com/3004604/social-media-trends-cant-be-ignored-2013Sibley, A. (2012). 19 reasons you should include visual content in your marketing [data] read more: http://blog.hubspot.com/blog/tabid/6307/bid/33423/19-reasons-you-should-include-visual-content-in-your-marketing-data.aspx