Apple Music: Strategy, BlackTwitter & Knowing Your Audience
We are still evolving in the digital space and many companies with marketing teams are still getting acclimated to the evolution of marketing. Some are doing well and some, well, not so much.
Apple has always been a very cutting edge company, so it’s not surprising that they are “going hard” in the marketing area as well with the promotion of Apple Music. They are, quite frankly “killing it” and all marketing teams, successful and otherwise should be paying attention to the moves they are making. I like the way they move. [Insert me singing, I like the way you move by Outkast] Sorry, I got side tracked.
Apple released an amazing commercial during the Emmy Awards that almost broke Twitter and it was such a strategically amazing marketing move, that it almost made me cry. Not really, but that did sound good, didn’t it? In all seriousness, since I’ve witnessed lots of failed attempts a clever marketing, the digital marketer in me was super excited to see Apple knock this one out of the ball park, once again. I just love that this promotion immediately followed the equally successful viral Apple/Beats campaign, Straight Outta Compton movie release, which was also quite brilliant.
Apple created a commercial featuring the top three most recognizable faces in music and TV to promote Apple Music. The commercial was also directed by one of the most talented, up and coming directors in the industry, Ava DuVernay.
The Apple Music commercial, features Mary J. Blige who is a huge R&B artist, Taraji P Henson and Kerry Washington, both of whom are leads in the two most popular shows on network TV. Coincidentally or probably not so much, Kerry and Taraji’s shows Scandal and Empire are both due to start a new season within a few days, so fans are clamoring to get at them. These shows are so very popular within the “Black Twitter” demographic, and it seems as if that was the target demographic for this campaign as well. If that were the case, as I suspect, that makes the release of the commercial that much more strategically brilliant.
The campaign strategy, the star selection, brilliant promotion and excellent timing is an indication that Apple is 100% on their game. They strategically and methodically pushed this commercial featuring some of the most recognizable faces, directed by one of the most amazing directors geared toward their target audience at the perfect time. On a side note, I would be very interested in seeing the ROI on that campaign. This is especially the case after reading how many people on Twitter planned to sign up for Apple Music because, the commercial “Gave Them Life “ or “It Was Everything.”
The Apple Music commercial is a piece of marketing magic, created by a team that is 100% on their A Game. I expect nothing less from Apple. Watch and learn marketing agencies, watch and learn.
As usual, I am available by way of Facebook, Twitter or Google+. I welcome all comments good, bad, ugly or indifferent.
Anyone that is into music would have to be living under a rock NOT to be familiar with NWA. If anyone needs reminding, this group really did change the rap game and gave birth to legends like Ice Cube and Dr. Dre who have gone on to do amazing things.
I will admit coming from the East Coast, I was not overly fond of NWA when they hit the rap scene way back in the day. However, I always realized that they changed the rap game and really changed the entire music industry.
As a lover of music, I try to provide music education to my son by giving him a well rounded list of artists that left a profound impact on the music industry. Also, I wouldn’t want him to get on Twitter and say ” Who’s that Paul McCartney dude?” So, since I felt that I needed to educate him about some of the folks that were game changers in the music industry, NWA was one of the groups that I taught him about. When there was word that there was going to be a movie called Straight Out Of Compton, depicting the story of NWA, this was immediately on my list of movies that I HAD to see. I don’t know that I will take my son to see it, maybe after I view it first to see if it’s age appropriate.
There has been a LOT of buzz about this movie and the excitement about it’s release has been brewing for a while, but tonight that buzz hit social media like a bomb. With so many marketers TRYING and failing at social, the marketing team working on the promotion of Straight Out Of Compton got it right.
This marketing team created an online app, to allow people the ability to customize a picture of their choice with the “Straight Outta [they add what they want]” slogan. What this essentially created was an amazing buzz about this movie and FREE social media exposure for the release of the Straight Out Compton movie. The buzz was created when people started sharing their customized photos on Facebook, Instagram and Twitter. The #StraightOutta was trending so much on Instagram that it also started trending on Twitter. It was by far one of the most brilliant uses of social media that i’ve ever seen.
I always love seeing creative uses of social media in the music industry. This is especially the case since a lot of my clients ARE in the music industry. I also love seeing other media channels like tv and the movie industry, rock this space by implementing unique and creative campaigns that integrate social media NOT just throw it in as an after thought.
As usual, I welcome any comments, good, bad, ugly or indifferent. Feel free to chase me down on Facebook, Twitter or G+
Digital Marketing is still relatively new in comparison to traditional marketing. Although i’ve seen some boasting that they’ve been in the Digital Marketing industry for 30 years. I’ve seen this so many times that I have no response anymore and it’s really neither, here nor there at this point.
At this stage in the digital marketing game, we have been dabbling in this space long enough as marketers that we should “get it”, yet it seems that it’s not the case. There was a study by Adobe that pretty much said as marketers there are a high percentage of folks that are failing. Not only do these folks realize they are failing but they do not even have confidence in their skills in the space, enough to attempt to change. This is a problem!
We need competent marketers that are on their A Game, because the demand in this space is increasing. We are not going backward to that traditional marketing comfort zone that some want to wallow in. If any thing marketing is accelerating quicker toward total technology dominance. The merge between technology and marketing is almost fully realized. So much so, that markers are now considered marketing technologists, not just marketers. The skill set that is required to be successful in the marketing space is probably 90% technical with very little focus on traditional marketing strategies.
We have reached a point that we should recognize the fundamental differences between adjusting traditional marketing strategies to the digital space and embracing digital marketing strategy. This is a hardcore fail because these channels appeal to different demographic audiences.
Digital channels allow us so many benefits that were not available with traditional marketing channels. A huge and amazing opportunity that digital offers those that take advantage of it, is analytics, which it the backbone behind successful digital marketing strategies. Analytics allows us to utilize data to determine ROI of campaigns. This is huge for us as marketers and for the clients that we work with.
As a person that is not overly fond of numbers, I have a love of analytics because these numbers provide a roadmap to where we’ve been digitally and map a path to our next digital destination. However, we must be willing to pay attention in order to see this path. We must first recognize the importance of digital and the important role of analytics. As a marketer, if you miss this you are lost.
There are so many marketers that are NOT paying attention. They don’t realize that digital marketing is NOT a retrofitted version of their old school marketing. It is much better and much, much more but only if we are willing to embrace the change. As marketers in this space we must pay attention to the industry, innovations and most importantly our customers. These are areas in which we are failing as an industry. There are some exceptions of course.
Four Reasons Why You Are Failing At Digital Marketing:
1. It’s not about you, really it’s NOT. I don’t know how many times i’ve heard, “Well, I like this.” or “I like that or I don’t like that.” So what, who cares. It’s not really about you. The content you share is really NOT about you, just as the content that I share is NOT about me. It’s 100% about your audience.
I always share content that I think friends and followers would find useful, thought provoking or will solve a problem for them. It’s never been about my likes or dislikes. A great example of this is one of my Pinterest boards about bacon. This is by far one of my most popular boards and it’s so funny, because I haven’t had a slice of traditional bacon in over 30 years. I don’t even remember what it tastes like. However, it seems that people that follow me on Pinterest love bacon. So, if that’s what they love, that’s what I supply. I realize the bacon board was popular because I was paying attention and analyzing the data.
A lot of people that do not have a digital background or have not learned enough in this industry to venture away from their outdated traditional marketing background, still don’t pay attention. They are hanging on to antiquated techniques like Linus of Charlie Brown with the dirty blanket. There’s a new set of rules and these rules have to be embraced by learning what digital is all about not taking stabs at failing attempts to retrofit traditional marketing into digital strategy. This is not a criticism at all, more of an observation.
Old school, traditional marketing was more about the company that was pushing the message. It was more of a “Me Me Me” channel. Digital is the antithesis of that, because digital is about the CUSTOMER, CLIENT and their user experience. It’s NOT about YOU, as the marketer, so pay attention.
2. Pay attention to the customers, clients and data because they don’t lie. There are so many people that are caught up in the frenzy of doing the “digital thing” that they are just posting, pushing content and doing all of the things that they think they are supposed to be doing but in the process they are not paying attention to the customer or client.
In the frenzy to be “on the ball,” and appear to know it all a lot of marketers think they are winning the fight but they are losing the war. A huge part of digital and social is really paying attention to your customers. What kind of content are the customers interacting with, why are they interacting with that content and how should you interpret that. What is your take away? How can you use that interaction to better THEIR customer experience?
Marketers need to pay attention and create a strategy based on the wants and needs of their customers and clients, but first as a marketer you must pay attention. It’s just that simple. Are you paying attention?
3. Analyze the data because it doesn’t lie and will give you a roadmap to creating a great strategy that will be 100% about your customers and clients. After all that’s what this is about, the entire digital marketing thing is about creating an avenue for your customers, so they can engage with you and your brand with the ultimate goal of increasing brand exposure and potentially sales. However, if you as a marketer lack the fundamentals needed to put your wants aside and if you don’t pay attention all of this is rather pointless.
We have to take the ME out of our digital strategy and a part of that is putting our wants aside, focusing on the customer and utilizing insights gained from the customer to continue to provide what they desire. This is win win for the marketer, client and/or customer.
The data is a roadmap and it will always lead you in the right direction but you must analyze it and plan accordingly.
4. Plan based on data, that is huge because it allows you to utilize analytics and insights to drive your marketing strategy. If you are unfamiliar with insights and analytics, I’d suggest you dive in to that area because it will make your digital marketing strategy so much easier.
Suppose you have a goal to hit a certain target audience for your clients, how are you to know you are successful if you are not analyzing the data around your marketing campaigns? If you are not looking at the data your digital strategy is sort of like, “let me just throw some crap on the wall and see what sticks.” In opting not to analyze the insights and analytics of your social media, websites and campaigns, you leave a lot to chance and that’s not a good road to travel down.
We are all evolving in this space but we have to make an effort to embrace it and keep learning because the industry is continuing to grow. Most importantly have fun with it. This is a FUN industry. With that said, if you find that this is NOT fun for you :-) and need help with getting your digital marketing strategy back on track or if you need help in a pinch for a project, feel free to reach out. I am always online, with the exception of the few hours that I am forced to walk away from my computer due to that thing we need on occasion called sleep.
As usual, if you have comments, good , bad, ugly or indifferent, you can find me on Facebook,Twitter or G+
Everyone knows that Google has rolled out the new algorithm for mobile. Some websites have been affected and some have not. Whether it’s Google driven or not, it is wise to consider having a mobile presence. This is especially the case if you are in business. It’s very important since those that access websites by mobile device could possibly be another target demographic for your business. It’s always good business to open your company capabilities to potential customers that you may not have been reaching previously.
As a business owner I realize the importance of having a website that is mobile friendly. As more and more of your clients and potential clients become mobile your need to provide them with an avenue in which to contact you will increase.
Statistics show that desktop usage is on the decline and smart phone usage is on the rise. Some report that up to 60% of web traffic is mobile. THIS means that if your website is not viewable by mobile you could be missing crucial leads, potential customers and even losing customers that are opting to shop while they are on their mobile device. Ultimately THIS means that your traditional website is just not enough. So it is time to create a mobile website.
When I started to look for a way to create my mobile website, I wanted to definitely stick with WordPress. However I found that WordPress didn’t offer many mobile templates. So I decided that this needed to change, hence the creation of WordPress Mobile Templates site.
YOU can create your own fully functionally mobile website in THREE easy steps. The AMAZING thing about it, THIS mobile website will be run on WORDPRESS. This is a win-win mobile scenario.
Ok, lets get to work:
First: You want to grab a new domain or create a sub domain for your new mobile website.
Second: Set up a new installation of WordPress using the new domain or subdomain.
Third: Purchase a mobile WordPress Template that is optimized for mobile web. Upload this template and activate it as you would any other traditional WordPress template.
BAM! You’re done
The GREAT thing about having a mobile website run on WordPress is that EVERY benefit of running this powerful platform is now available for YOUR mobile website.
Social Media utilized for businesses purposes is relatively new in comparison to traditional marketing strategies. Social media used to promote events and seminars have been compared to word of mouth marketing, which has been around for quite a while. Similar to word of mouth marketing, social media used correctly offers the unique opportunity to gain a tremendous amount of exposure for events and seminars.
One of the most important things about using Social Media effectively is to know your channels, followers and audience. The user demographic on all social media channels is very different, so when sending your message by way of social media it is good to keep this in mind.
Channels that you should incorporate into your marketing strategy:
SOCIAL MEDIA CHANNELS
Facebook: Is one of the most powerful social media channels available. It presents you with the opportunity to harness this power to expose your seminars and events to, not only your friends and followers, but the friends and followers of your friends as well.
Seminars and events:
Facebook Business Page: If you do not have a Facebook Business Page, you should create one. This presents you with the opportunity to have people “LIKE” your page AND you can now market to them. Facebook page followers usually prefer that you post two to three times per day.
Upon creation of your business page, make sure you add content about your business, and or what you do. If the primary focus of your business is seminars and events, make sure you list as much detail as possible about what kinds of events and seminars you conduct.
Creation of a Facebook Cover page is very important. This allows people that have liked your page to get an idea of what you do and what your business is all about within a few seconds, just by viewing your cover page. The Facebook cover photo dimensions are 315px x 851px. You can find a cheat sheet of all social media images sizes online. Remember to view the Facebook cover photo terms of usage.
Facebook Events: This is a great channel that you can use to create and promote your events.
Personal Page Events: If you have people that you are connected to on your personal page, you can utilize this avenue to invite them to your event. If you have never created an event you can find instructions on The Facebook Help Page.
Twitter: Is a very different platform than Facebook because it lends itself to a more conversational tone and followers are extremely tolerant to more sharing of content. This is especially the case if you provide information that is helpful to them in addition to your self-promotion pieces. Most of the people that are following you on Twitter are following because they are interested in what you are sharing, your events, promotions etc. So, they are very open to 140 character short bursts of information about what you have going on. Just remember to also include useful content, NOT just self-promotion content.
Seminars and events:
Just like Facebook, make sure you create a bio for yourself. Add your website or blog URL if you have either.
Create a twitter header image; the size should be 1500 x 500. If you have the ability to create multiple graphic headers you should consider using different graphics to promote each of your events. If you chose to go this route make sure you have a basic graphic to use for your header image that will be utilized after your events and perfect for general purposes.
Strategy: At one time people just tweeted, but this, like any other social media activity, has evolved.
Scheduling Tweets: It is a good idea to start tweeting about your event/seminar a few days ahead of your event, but it is essential the day before your event. Scheduling these tweets is advisable. Find our more in the Free Social Media Tools section below.
Live Tweeting: Is the latest rage now and if you can arrange this and if you think it may be beneficial to your events, it is advisable. Live Tweeting encourages engagement, your followers feel connected to you. Also, most importantly, everyone that is live tweeting with you is ALSO tweeting about your event to ALL of their followers. This is a way to extend the reach of your event, with the help of your followers.
TV has started utilizing live tweeting as an avenue to increase engagement among fans and actors and it has proven to very successful. So live tweeting during events is something to consider. Twitter recently quantified the impact of live tweeting during television events.
Vine:Was considered rather silly when it first arrived but later people realized how powerful this platform could be for engagement and social sharing. Vine is an app that allows you to video very small snippets of video and loops them together. They are easily shared and people LOVE them. Twitter owns Vine so it is really easy to share between these two platforms. Tide is a company that has successfully utilized Vine for marketing campaigns.
LiveStream: Is a platform that allows you to live stream your event by way of video. This could provide a great avenue to expose your event to people while it is taking place. This platform actually allows you to engage with those that are watching your event as well. This is a very powerful channel that should be added to your arsenal of tools.
LinkedIn:Is one of the most power social media platforms utilized primarily for businesses purposes, and they have absolutely NO competition in this space. For business events/seminars it is essential that LinkedIn is utilized.
Seminars and events:
Connecting: LinkedIn is a powerful platform in which to connect and network with like-minded professionals. It started out as a platform, which was viewed as an online resume, however they have grown beyond this due to a variety strategic company acquisitions.
Company Page: Is an essential part of keeping your network abreast of what you are doing, your events and seminars.
Groups: Is an area that should be utilized to present yourself as an authority in your industry. It can also be used to promote your events and seminars.
Articles: Pulse is the newest option that is really being aggressively pushed by LinkedIn. This portion of the site allows you to post articles directly to LinkedIn, instead of using an outside blogging platform. This is a very powerful tool because when you have completed your article and it’s posted, everyone in your network will be notified that you just posted a new article for the LinkedIn Pulse .
Slideshare:Is a great platform that allows you to post PowerPoint and Keynote presentations to a social format. This allows followers to view, share and embed your presentations to their blogs, websites etc.
LinkedIn owns Slideshare so your Slides can also be incorporated into your LinkedIn Profile using the LinkedIn Slideshare app.
Seminars and events: If you utilize a PowerPoint for your event or seminar, AFTER you’ve completed your event/seminar, you could post your slides for those that were unable to attend your event.
Google: We all know the power of Google, so utilizing some of what Google has to offer is a definite MUST for promoting your seminars and events.
Google Plus: Is one of the most powerful, yet underutilized social media platforms. The biggest benefit of using Google plus is that content shared on Google plus is factored into search results and will increase your search rank. Your Google+ Page will allow your personal page, your business page and YouTube channel to work together seamlessly to help you to promote your business, seminar or event.
Seminars and events:
Get started by creating a personal Google plus page.
Just like Facebook and Twitter, you have an area to create a cover page. The dimensions are 1192 x 2120. This space, just like for all of these platforms is very important because it is “prime real estate.” The cover page presents you with the opportunity to showcase your talents, display your unique value proposition, and promote yourself and your events.
Google Plus Events: Is a platform that allows you to create an event and invite those that follow you. To find out more about events, check out the Google Plus Events Page.
Seminars and events: This event option should be used at least one week before your event, if possible. You can easily post your seminar or event to this platform and share it with your followers. What’s good about inviting people to your event is that the friends of the person attending your event will also be notified about your event. This is a great way to extend the reach of your seminar or event past just the people you are connected to.
Google Local: IS an amazing and free way to present your business locally. This page, after created is extremely powerful because it utilizes Google Maps in search results, so your business can be found.
YouTube: Is the second most searched platform and one of the most utilized platforms online. People love to watch and share videos, so this platform is a “must “when promoting event/seminars and businesses.
Seminars and events: If you have the capabilities to create a short video about your upcoming event, you could share that on your social media channels to create a buzz about your event or seminar. Creating YouTube videos are a lot easier than they use to be, due to smart phones.
FREE SOCIAL MEDIA TOOLS
Social Media is free if you don’t count the amount of time that it takes to fully take advantage of its benefits. If you go by the “time is money” philosophy, social media might not be considered free at all. The key to utilizing social media to harness the power to promote is taking advantage of ALL of the available tools used to help you work smarter not harder.
Scheduling tools will become your friend and FREE scheduling tools will become your BEST friend. There are a variety of available FREE social media tools to help you manage your time, while giving you the ability to take advantage of all that social media has to offer. You can select to utilize a few or all of them depending on what meet your needs. I use a combination of Facebook scheduling for Pages, Buffer and Laterbro.com. I use Facebook scheduling for pages to schedule my page posts, Buffer to schedule Google plus and Twitter if I have a small amount to post and Laterbro.com if I need to schedule a large quantity of Twitter posts.
Facebook Scheduling for Pages: This was one of the best things ever for people that use Facebook pages to promote their events, seminars and or businesses. To find out more about scheduling posts on your Facebook Page, go the Facebook Help Page.
Buffer: Is one of the best social media scheduling platforms available. Buffer offers a free option and an upgraded version, which includes advanced scheduling options and analytics for your posts. The free version allows you to schedule up to 10 posts on 2 different social media platforms. I like FREE, so I utilize all free options on all platforms.
Laterbro.com is a FREE platform that allows you to schedule posts for Twitter or your personal Facebook page. This is great if you have a larger quantity of tweets to schedule.
Blogs are a great way to promote events and seminars at your own pace and timeline. Your blog allows you the freedom to post content about upcoming events weeks ahead of time to build a buzz about the event. These blog posts can additionally be posted to social media channel to further extend the reach of the seminar or event.
A few things that should be considered as additions to your blog:
Add a calendar of events, this allows your readers to see current and future events and seminars. They can plan to attend your event in advance.
Add as section/page for EVENTS/SEMINARS to your navigation; this allows your blog readers to plan for future events. In this section you could also add a submenu.
Include a Past Events section in the submenu of your navigation. You can add pictures, videos and other content from past events.
Include a Future Events section in the submenu of your navigation, which allows your readers to see what events are coming soon.
As usual, I welcome comments good, bad, ugly or indifferent. I can be found on Facebook,Twitter and Google plus. So follow, circle and reach out!
Social, Web And Search: It’s All About The Data, Big, Small Or Otherwise
There’s a lot of dialogue about social media, blogging, content marketing and more, used as a means to market a business or brand. The discussion is continuous because marketing has changed so much that businesses are scrambling to keep up. The ultimate goal for organizations is to have the continued ability to promote and market their company, and the changes are making this a challenge to say the least.
According to Adobe, the marketing industry has changed more in the past 2 years than it has in the last 50. THAT is huge! So, there are many companies that are playing catch-up in a very real and frantic sort of way. The thing about playing catch-up is, that at some point you expect to catch up and that usually happens. However, when things are moving as fast as the marketing industry is, while you are playing catch-up the pace continues to accelerate. This makes it so much tougher to catch up, but it is something that has to be done if one would like their business to survive this technology boom.
The acceleration toward digital marketing and progression away from traditional print media created an avenue for social media to take a foothold in the consciousness of everyone and this includes businesses. Social Media was just taking off a few years ago and it has now established itself as a huge part of the every day lives of individuals and businesses alike.
There are some businesses that recognized the importance of social media immediately, embraced it and is now thriving in that space. However, as with anything there are still organizations that have yet to see the importance of this media and are now lagging behind terribly. The companies that opted to task their major marketing efforts within the social media space to an intern or their neighbors teenager without bothering to embrace it and get to know more about the space are the organizations that will find themselves that much farther behind. As for the companies that were quick to embrace social, those are the organizations that will continue to move ahead in the space.
The companies that immediately recognized the importance of social media are diving head first into this evolving digital marketing space with a vengeance. These companies are the companies that have recognized that the social media honeymoon is over. Further, they’ve realized that it’s time to take social media to the next level. That next level is focused upon content, data and its relevancy to their organization.
Data, big, small or otherwise is the driving force behind having the ability to dominate the digital space or falling even father behind in this ever-transforming space. If you think about it, data is really not that new because traditional marketing utilized data to a certain degree for print campaigns and other non-digital media. The difference with data in the digital marketing space however is a bit different because it’s on a much larger scale due to the sheer volume.
Historically, those involved with traditional marketing have experienced challenges in areas of measurement of ROI. Data, big, small or otherwise provides the necessary information in which to bridge this gap. Data provides an avenue in which to measure the results of any marketing campaign and companies that have been more progressive in the digital marketing space are recognizing the importance of data in their digital marketing campaigns.
Data and companies focus on it will push one dimensional social media “experts” to step up their game in this digital marketing space, as more and more emphasis is placed on providing ROI for campaigns. Hence, we are moving away from social media that is not measurable to an area in which campaigns are calling for experts with the ability to go beyond just sharing and engaging, to analyzing the results of campaigns.
Measurable content is a huge component of the continued growth of social, search, web and visual content. It is actually one of the driving forces behind the growth in the digital marketing space.
The need for content that is measurable will continue to rise as the digital marketing space expands. So it is advisable that you brush up on your data and analytics because the maturation of social media just evolved into providing measurable content and analytics. So data and the ability to measure it will become more and more important as the digital marketing space evolves.
As organizations gain control over their big data and create the ability to effectively utilize smaller concentrations of data effectively they will start to realize the importance it will play in analysis and the measurement of ROI. Essentially data, big, small and otherwise is very important and will gain more importance as organizations realize that data is the key to dominating the digital marketing space.
Data will continue to create a quandary for organizations and marketers as it continues to grow. Digital marketers that realize the importance of data and have recognized the shift in the digital marketing space to utilizing data will be the segment of marketers that will thrive in this ever-evolving space.
As organizations recognize that their power to make more informed operational decisions due to analyzing data, the demand for digital marketers with this ability will increase exponentially. So, goodbye social media gurus, it’s been fun but social media playtime is officially over, because it’s time to analyze some data.
As usual, I welcome comment, good, bad, ugly or indifferent. So you can follow and circle me on Google+, Facebook and or Twitter.
What Companies Could Learn From #Scandal And Embracing #SocialMedia
Every Thursday evening at 10:00 PM I am usually glued to my TV set watching Scandal, like 10.6 million others. I have been watching, since the start of the show three seasons ago. I must admit that I was hooked with the first Scandal promo and it has been “game on” with my addiction ever since.
I am a bit of a techie and I am highly engaged with online channels so I tend to watch TV while interacting in some way online. This is a new thing for me and it’s something that I enjoy because it brings an engagement level that surpasses just sitting and staring at the television screen. Also, it allows me to pretend as if social media hasn’t caused me to develop old age onset, ADD.
At one time TV shows were almost exclusively limited to their time slot and media attention from articles byway of tabloid and or popular magazine. This substantially limited the amount of exposure that a fan could have with their favorite TV stars, not to mention zero engagement. So, back in the day, as a fan of any show if you wanted to know anything about your favorite TV stars you had to resign yourself to reading the latest magazine or tabloid while waiting in the supermarket check out line.
Well, things certainly have changed and those changes are what traditional organizations should be keeping their eye on and trying their damndest to emulate. Organizations should take notice of how more and more traditional media outlets like TV are using social media and digital platforms to bring a new way of interacting and engaging with fans. The show Scandal is really a pioneer in using their huge fan base to create a continuous buzz and unparalleled engagement avenue for fans, which has pushed this show to insane popularity.
Although I recognized the appeal of the show Scandal from the start, there were many that were not on board and the show had a bit of a rocky first season. The first season was only 6 episodes and no one knew if there would be a fan base to even move toward a second season. It is pretty hard to believe that this show was ever in jeopardy of not making the cut, due to the insane popularity that it has now. The turn around and unbelievable growth in the Scandal fan base was partially due to social media.
The creator of the show is heavily involved with social media so when she noticed that there seemed to be a huge population of fans discussing the show, she encouraged the cast to interact more with the fans by way of Twitter. This was the birth of Live Tweeting between the cast of Scandal AND the fans who call themselves Gladiators.
A huge part of the popularity and phenomenon called Scandal, ARE the fans or self-proclaimed gladiators. One of the things that have propelled this show to great heights has been the interaction between the fans and cast that “Live Tweet” during each and every episode of the show. The Scandal cast live tweet for their east coast fans, their west coast fans and create an ongoing buzz for the Scandal brand by way of a variety of other social media channels. Scandal has not only commanded a presence on Twitter, they also have a very loyal following on Tumblr, Facebook and Instagram.
Scandal is not the first show to live tweet but it has been called “The Most Live Tweeted” show ever. Due to this, the show has systematically changed how TV is watched, how the cast of shows interact with fans and has integrated social media into its core as no other TV show has. They have started the evolution and merging of traditional media with social media and will go down in history for being the catalyst of change. TV is great but it lacks engagement, this is the void that live tweeting is filling, and filling in a big way during Scandal.
During a Live Tweet SINGLE ONE HOUR episode of Scandal, it can generate over 350,000 tweets using #Scandal and or #AskScandal. Scandal and their community managers have upended how TV is DONE.
On set, the show is based on a team of super sharp rapid tongued professionals and Scandal has been successful in extending this branded message throughout their Twitter stream. Twitter, is the perfect venue for Scandal’s rapid speech style, using the traditional 140-character tweet.
According to Neilson, the season finale of Scandal had 10.6 million TV viewers. The same episode was listed as #2 on Twitter with a unique audience of 3,360,000 and 697,000 tweets within an hour. This franchise is essentially a traditional and social media powerhouse that is a force to be reckoned with in our mixed media digitally driven world.
All traditional organization that are resistant [STILL] to embrace and integrate social media into their traditional marketing strategies should be looking at this closely. The success that Scandal is having with engaging fans by way of social media goes beyond just live tweeting. It’s much bigger than that. The process of live tweeting essentially acts to convert all created tweets into little 140 character vehicles to promote Scandal. Just think about how huge that is!
I’m not saying that traditional organizations using social media to increase the brand awareness of their company could ever get 697,000 tweets in an hour, not that most would want it unless sales orders are attached. I am saying that companies that continue to minimize the importance of social media are essentially closing ones organizational mind to the limitless possibilities of digital expansion now and in the future.
Organizations must recognize that our digital world is not going anywhere and they must learn to harness the power of social interaction to spread their organizations branded message. The ability of an organization to reach out and use social media as a tool to connect, engage and interact with their target audiences are almost endless. If you don’t believe me, tune in to the Scandal live tweet, starting with the fall season of 2014.
As usual, I welcome comments, good, bad, ugly or indifferent. Follow, circle and engage with me on Google+, Facebookor Twitter.
What Organizations Could Learn From The #VeronicaMarsMovie Kickstarter
I’ve been a huge advocate of technology, continued growth of technology and our ability to move toward the point where technology would play an even larger role in our lives. I embraced QR codes back in the day when no one even knew what a QR code was, I’ve been working with augmented reality and I have been looking forward to the semantic web. I won’t even mention my continued outraged that we have not realized our technological potential yet, to the point where we have flying cars. I will feel as if we’ve arrived technologically, when The Jetson’s era of the flying automobiles are standard like sports cars or SUV’s. I will continue to be a little disappointed that we are still not flying about, speeding above traffic and or zooming our way around traffic jams, as we should be at this point in our lives. I’m not bitter or anything; it’s just an observation.
Well, considering that we are no longer attached to the wall for our phone usage, we carry around pocket-sized computers called mobile devices and we live in an era where said mobile devices have single handedly changed how we communicate. I can’t be totally disappointed about those advancements but, you know, the flying car thing. In spite of, you know the flying car thing, I am still bowled over by technology and it’s amazing advancements. This is one of the reasons that I continue to be astounded that there are still a percentage of people that have not embraced it yet. As if anyone would want technology to roll backward to allow those that have not embraced it to wallow in their paper driven comfort zones at the expense of more technological growth, and maybe a few flying cars. Not bitter. Ok, bygones.
There have been many indications that technology will continue to grow and excel at a quicker rate of speed than ever. The difference in this growth of technology as compared to growth of different industries in the past is that, people, consumers and their unquenchable need to consume information have been driving this technology and social media growth. People want to share information with their friends, family and colleagues continuously. Social Media platforms have presented the opportunity to do so.
One of the most drastic changes in technology has been the ability for regular, every day people to make a difference by reaching out to people and organizations seamlessly. Just a few years ago, this would not have been possible. This has had a profound effect on both the people that are reaching out AND the people and / or organizations that have been reached.
This is most evident in how regular everyday folks used their voices online to prompt an action. One of the most amazing displays of social media, used for change happened recently and it was a game-changer because social media was utilized to change a traditional media action. That action utilized the online fundraising platform Kickstarter to bring back TV show Veronica Mars, which was cancelled after 3 seasons. I never watch the show but that really doesn’t matter. The point here is that THIS was a huge thing. It was amazing example of how; due to social media channels the voices of regular people were heard louder and most importantly prompted an action.
The power of the people has been a driving force behind social media and has the ability to make tangible changes, when that force and drive are loud enough. The voices were loud and reverberating with the fans in regard to their need to see the series Veronica Mars come to the big screen and that prompted an action.
At one time, when a TV show was cancelled there was just nothing else to be done. There was NO coming back unless the network deemed it so. At best, fans of a cancelled show could try to get a printed petition together and try even harder to get that petition to the powers that be. WELLz, that was then and this is now, times are –a – changin’.
Social Media has given a powerful voice to people that previously had no power to create this kind of change. Now people have the power to spearhead change, and prompt action, whether it’s getting a petition to The Whitehouse or getting their darling Veronica Mars pushed to the big screen. In this situation fans felt so passionate about this show that they took matters and fundraising into their own hands by raising the funds needed by way of Kickstarter to get the production of the film moving.
Organizations that remain clueless about the power of the people driving change through social medial should check out the Veronica Mars Kickstarter fundraiser. Rob Thomas created the project with the goal of raising two million dollars in 30 days and just 11 hours later they HIT their 2 million dollar goal. YES, 11 hours! Rob’s fundraising team didn’t stop at 2 million dollars, so the fundraising continued. The last time I checked, they were up to $5,702,153. THIS is the power of the people and the power of social media to prompt an action.
People; have been very social in regard to the media that they’ve consumed and how they’ve share media content with friends, colleagues and family. The sharing of content has been a powerful driving force behind social media and this is what has made the Veronica Mars Kickstarter fundraiser so successful. This could NOT have been accomplished utilizing traditional media channels and antiquated marketing techniques. Utilizing social media strategically allowed the masses to become the media and they seized that power to make things happen. THIS is why social media cannot and should not be ignored by the many organizations that have been resistant to change. The power of the people and the share button should not be minimized by anyone, especially organizations in this social media driven era!
The Veronica Mars movie project was, I’m sure just one of the many projects to come, that will grow legs and sprint ahead due to the power of social media, community, sharing and the voice of the people. Organizations must start to recognize the powerful voices of the community and utilize them to reach out to customers, clients and the public at large. The days of marketing teams sitting in their office cranking out pre-packaged messages and making arbitrary decisions are a thing of the past because we do live in a different world now. Those that cancelled the original Veronica Mars TV show, I’m sure are dumbfounded by the power of the people and the use of social media to get this project off the ground.
Organizations must recognize and empower their marketing teams in order to harness the power of social media for the good of the company as well as the good of clients and customers. Can we say BRAND AMBASSADORS??
Social Media is, now a part of our lives regardless of some organizations that chose to opt out. Advice: Catch up or be left behind and crushed by your competitors.
LinkedIn is one of the absolute best resources online for pursuing a new career, advancing in your current career, networking or exploring partnership opportunities. There is no greater business focused, social media platform that allows you the opportunity to connect with such a wide range of business people.
I recently spoke to a few young people that were looking for new employment opportunities and they were ALL unaware of the potential lurking behind this powerful career platform. So, I started explaining to them how important it was for them to have a presence on LinkedIn.
Anyone that is in the market for a job or even if a person is just thinking that they will be searching for a new job or opportunity, LinkedIn is the BEST place to start their search. With most employers using social media as an avenue to search for employment candidates, chances are that these employers will start with LinkedIn. So, it is imperative that one should make sure their LinkedIn Profile is up to par and powered up!
LinkedIn can often be overlooked as a part of the jobs search process, because it is rather business oriented as compared to traditional job boards. This platform should be used in addition to traditional job boards. I would even go so far to say that LinkedIn should be used as the primary source for job search because it adds a social and networking aspect that traditional online job boards just do not have.
One of the benefits of LinkedIn is that employers tend to pay way more to list jobs on LinkedIn than a traditional job board. This is an indication that they are willing to do what is necessary to find the best candidate for their available positions. Companies that are willing to invest more to find great talent will be more likely to offer greater benefits, treat their workers better and do more to make sure that they hold on to their employees because they value them. YOU want to be that candidate and ultimately be the employee that is valued.
So, take a look at the slide show below to give you tips on how to Power Up Your LinkedIn Profile!
As usual, I welcome any comments, good, bad, ugly or indifferent. You can find me on Google+, Facebook and Twitter, circle and follow. I welcome dialogue!
All of my friends are very familiar with my Bleeding Green love for The EAGLES. Due to this I am not overly enthused about The Superbowl, mostly because The Eagles haven’t played in a Superbowl for quite a while. No, I’m not bitter or anything. Bygones. So, due to The Eagles perpetual no-show in the Superbowl for so many years, I usually resign myself to indulging in the halftime show if there’s a good act and watching the fabulous commercials.
Well, this year The Eagles looked pretty good even though they didn’t make the Superbowl. I’m not bitter or anything. So, I decided to create a cool Eagles tribute video during the Superbowl hoopla. In addition to video creation, I resigned myself to watching some pretty darn fabulous Superbowl commercials and was actually looking forward to it. I was especially looking forward to the GoDaddy commercial, which was due to show a woman quitting her job live. Considering that 71% of people hate their jobs, this would have been an interesting thing to see.
Did I say that I look forward to the Superbowl commercials because The Eagles usually aren’t playing in the Superbowl? Did I also say that I wasn’t bitter about that? Well, guess what? MY Superbowl commercials were “Leaked” so now my total Superbowl experience has been altered. No EAGLES, No commercials and a halftime show that was high on the “Meh” list.
The marketing teams that decided to “Leak” the commercials, due to the buzz created last year from the leaked commercials by way of social media channels to create a similar buzz may have done themselves a disservice. The creativity of this move was nonexistent.
Tide, on the other hand took creating a buzz to another level with the rocking use of Vine and Twitter. Tide created a fun and amazing line of videos referencing the Superbowl, yet still promoting their product.
What Tide did is an indication of the path that some of the more creative companies will be utilizing to take their marketing strategies to the next level. Companies that really GET where new media marketing is going, will start to utilize much more creative avenues and leverage the many digital marketing platforms that are available to promote their brand.
A slow clap can go either way @Carmax. @Tide is here for the messy ones #GetsItOut #SB48
Mind your wings, please. They can be dangerous @VW @Tide #GetsItOut #SB48
Bear in @beatsmusic ad has serious moves. Our bear? Not so much. Watch out for big bad stains. @Tide#GetsItOut #SB48
Adding a puppy to the family @Cheerios? Beware of puppy stains. @Tide #GetsItOut #SB48
So, kudos to TIDE for rocking social media, displaying the new direction of marketing and showing that THIS is how a creative digital team get down!