Jun 22 2016
I’m noticing a trend: cocktail manufacturers are targeting men.
Case in point: Stoli. Interestingly, their research showed that while nearly three of four millennial men liked flavored cocktails, the vast majority 63% claimed that they avoid them in public because they were anxious about what their friends would say.
Nearly half of millennial men said that there was a negative stigma associated with men drinking flavored cocktails because they are seen as a drink for women.
Millennials are more insecure about this than older generations: 41% of millennial men think that their drink of choice is a reflection of their masculinity compared to 32% of Gen Xers and only 15% of boomers.
Stoli chose to tackle the issue head-on with a cheeky new ad campaign focusing on their flavored vodka and easy-to-order cocktails.
Others have sought to overcome this perception hurdle by bringing the cocktail experience home. At Food Loves Tech, one of the featured gadgets was Bartesian’s home cocktail maker. Currently in pre-sales mode and seeking funding via a Kickstarter campaign, it takes the public cocktail experience into the home.
Jun 20 2016
Despite the celebratory cookouts, activities and cards shared over the weekend, dads weren’t quite feeling the love this Father’s Day – from brands, that is. Of more than 1,000 socially active dads surveyed in a recent study by Social Media Link, nearly two-thirds feel that moms steal the spotlight with Mother’s Day in May.
The majority of today’s parents use social media, often turning to these platforms as parenting resources. Though the mom audience is known to be more heavily engaged on social, the dad audience also maintains a strong presence here and shouldn’t be overlooked. The Social Media Link study revealed that men are more active on social as fathers than before they had kids – proving that the social arena is key for brands wanting to connect with dads.
But how do we reach them? Below are a few strategies to keep in mind when aiming to appeal to dads on social.
May 23 2016
There have been a recent slew of celebs tweeting or name dropping restaurant chains in their new albums. And what have the chains done? The smart ones have engaged with them in a timely manner on social media in an attempt to continue the momentum and drive sales. What is surprising though is that even when some chains failed (ahem, Red Lobster), the mention alone caused a sizable lift in sales.
So let’s pull a few notable examples…
Following Adele’s rough Grammy performance she tweeted out her late-night game plan to her 25MM plus followers. Not surprising, her fans went wild – like animal style – with nearly 33K retweets. As a brand, you pray for this type of mention. Some estimate the value of that single tweet to be $200K if she had been paid for it. To my knowledge though, In-N-Out Burger did not respond.
Then look at this guy – one of our favs. Who knew Drake was such a fan of The Cheesecake Factory? He gave the restaurant a shout-out in his recent “Child’s Play” singing:
“Why you gotta fight with me
May 2 2016
For brands and marketers, Snapchat may be the metaphorical yellow-brick road to the realm of teendom. Over the past year, the app has risen to the top as the reigning social network among teens. In spring of 2015, the first-place ranking was held by Instagram, which now comes in close-second and is followed by Twitter and Facebook, a recent study reports. Snapchat boasts more than 100 million daily users spending an average of 25-30 minutes on the app each day. User Stories (i.e. user-created broadcasts that expire after 24 hours and can be seen by any of their friends on the network) fuel 10 billion daily video views – and that’s not even including the amount of content directly exchanged between users of the app. The following are a few key concepts imbedded in Snapchat’s structure and culture that have built, and continue to strengthen, its popularity with the teen demographic:
Apr 25 2016
Three words – Game of Thrones. What else would my post be about the day after the Season 6 premiere? But no spoilers here, guys. Instead of talking about last night’s episode, I’m delving into what you, as marketers, can learn from HBO’s promotion of this season.
From what I’ve read, HBO’s goal was to acquire more of the millennial audience. Anyone surprised? I’m not since that’s what we’re hearing from most brands these days. Now remember, I’m on the outside looking in, but here are my takeaways.
1. Don’t fear change – just because HBO successfully promoted the last two seasons with mixtapes featuring big name musicians, there’s no need to repeat it a third year. Instead HBO decided to explore a different community that their fans were just as passionate about for promoting Season 6.
HBO’s SVP of Multicultural Marketing told Adweek, “the original intent was to really find what we felt were the cultural passion points that we could use to promote Game of Thrones and attract a younger, millennial audience. That’s always been the key.” So the network gave five rising artists free reign to recreate key scenes from the show’s past seasons, each
Apr 11 2016
Last week American Idol had its 15th Season champion crowned on its final episode. It was an amazing run that started in 2002. Perhaps it tapped into a national feeling of togetherness shared at the time, but it also built a following that in many ways paved the way for social media and the way we market ideas and products in this hyper-connected world. Idol was a game changer in many ways, but these may be the six most important that we have seen amplified today.
Audience Engagement: American Idol was magical in finding a formula that gave the viewer a “Who Shot JR” interest every week. No longer were they a passive audience, they had a horse in the race that needed their phone calls and texts to keep them on the stage. This connection with contestants was aided by the powerful back stories and behind the scenes footage produced each week. AI primed America’s eagerness to connect with these new celebrities that were not much different from them, with the exception of some killer pipes.…
Apr 7 2016
It took years for healthcare providers to accept the term “consumer” when referring to patients. In today’s healthcare economy – one that’s focused more on wellness, prevention and keeping people out of the hospital – understanding patients as consumers is critical to success. (For those of you in long-term care, this includes your residents. And for those of you in health insurance, this includes your members.) Healthcare consumerism is here to stay.
Most healthcare communicators have already made the shift in what we say and how we say it. We’ve stopped talking at consumers and only pushing out our own messages, whether they care or not. We have done this by adopting journalistic principles, providing news they can use and information they want. We have also done this by engaging in a dialogue with consumers via social channels, and learning to go where the conversations are happening rather than expecting everyone to gather around like we’re the EF Hutton of healthcare.
It’s a good start. But it won’t be enough. When it comes to making a great patient experience, we talk a lot about anticipating the wants and needs of patients.
Mar 28 2016
Didn’t get an Easter basket? Well lucky for you I have a basket full of top candy brands’ attempts at reaching their target consumer –where else – on social media. I know what you’re thinking – kids under the age of 13 are not on social media. Right. Tell that to my 9-year-old cousin who sent snaps all day yesterday. Those in the candy business know very well the spending power of kids and they invest heavily in social content creation and partnerships, especially during these candy-crazed holidays.
Mar 22 2016
As marketers and communicators using social media, we spend a lot of time thinking about what will stick. We’re constantly considering what our audience will like and how we can best engage them with the ultimate goal of awareness and, of course, contributing to a better bottom line.
As we measure and tweak, time and again, working toward the best combination and type of content for our clients’ audiences, sometimes we lose track of what made social media so incredible in the first place – the opportunity for expression and the ability to connect.
Instagram’s own presence, @instagram does a beautiful job of creating these connections with its Weekend Hashtag Projects (WHP).
Last week, #WHPEyeTricks caught my eye, as @instagram shared some incredible photos from users playing with perspective. It reminded me why social media is so special. It’s not just about likes and comments, it’s about encouraging one another to express and challenge ourselves. In the end, it truly is about community.
Enjoy some of my favorites below!
Mar 7 2016
Nearly a decade ago, Brian Solis declared, “Social media is about sociology not technology.” Five years later he updated that to say, “Social media is about social science not technology.” Last week the findings of ground breaking research were presented at the ACM Conference on Computer-Supported Cooperative Work and Social Computing in San Francisco. Georgia Tech researchers, led by Munmun De Choudhury, analyzed social media data via Instagram posts to develop a predictive model for identifying “food deserts,” areas characterized by lack of access to healthy food options. In the past, their identification has been dependent on surveys and self-reported; even anecdotal evidence from limited sample sizes. This team’s model delivers results with high accuracy (>80%).
This research allows for new areas of social media analysis for common good. It admittedly has its limits, but it also offers new access to information that was previously hidden. NPD group has been tracking the way Americans eat for decades, recruiting individuals and families to keep journals of what they eat to extrapolate for restaurants and food manufacturers to identify trends and changes in eating behavior. It was years ago that I
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