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…
Mar 4 2016
Late February, at the peak of winter, countless beauty brands, skincare organizations, pharma reps, marketers, scientists and an influx of media – both on the advertising and editorial side, head down to sunny Florida to share news, talk personal care and embrace the sun – safely, of course. This past week, account members at PadillaCRT attended the Personal Care
Products Council (PCPC) alongside the brand team from client, Coppertone. A long-lasting tradition, the PR and brand team collaborate to talk all things innovation with editors and publishers from media outlets. In turn, publishers discuss new opportunities to invest in their outlets and editors talk angles for upcoming stories, trends and insights.
While highly accredited leaders and council members in the personal care industry discuss scientific findings and attend a variety of panels, brands schedule one-on-one meetings with outlets as an opportunity for facetime with influential media. A true playground for sharing news, PCPC is an annual conference that is quite frankly deemed the “Super Bowl” of all meetings in the personal care industry. Did I mention many of the brand/publication meetings are poolside with an oceanfront view? Not a bad…
Feb 29 2016
Last week, the New York social media community gathered to hear from leading individuals and companies across marketing, entertainment, technology and media. Here are some of the highlights from Social Media Week – with more to come on each session attended on The Buzz Bin soon.
Change is the constant when it comes to social media. Users no longer share to all their Facebook fans. Sharing has become much more personal and therefore appealing to share content with a smaller group of 3 friends than showing off to their entire network.
Almost every speaker confirmed that these one-to-one apps are the next phase of social media (see past BuzzBin on it too). It makes perfect sense given the point above. There’s more than 800MM active users of Facebook messenger and 900MM on WhatsApp. You (and your teenage daughter) know of Snapchat, but that’s just the tip of the iPhone. WeChat has taken over China as it can be used to do everything from e-commerce and booking appointments…
Feb 22 2016
Consumers see 3,000 to 20,000 ads and brand messages per day, resulting in 86% typically ignoring online advertisements. This banner blindness phenomenon signifies how most of us are able to effectively tune out the bombardment of web ads. The truth of the matter is, nobody really cares about your marketing. So how do you get the attention of your target audiences, or perhaps more importantly, how do you resonate with them? In a world that’s oversaturated with marketing content, you should serve as a guiding beacon for your consumers. As Forbes contributor, Brian Sutter, aptly put it, “Teach, don’t sell.”
Below are three reasons why content marketing is effective in engaging your brand’s fans and followers.
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