Archives for posts with tag: Social Media

Dove, a brand known for their positive portrayal of women, is calling out media outlets for criticizing female athlete’s looks—just in time for the 2016 summer Olympics. The “My Beauty, My Say” campaign hopes to change the media’s focus from appearance to performance arguing, “When they [the media] only see an athlete’s looks, they don’t see her at all.” Dove shares real-time quotes on social media, sportscasts, and magazines by popular media entities like TMZ and Bleacher Report, and offers viewers a chance to respond to these quotes. They range from discussing a female athlete’s “frizzy hair” to saying a female athlete is “built like a fire hydrant.”

 

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Some may believe critiquing athlete’s looks or attire is just part of being in the public eye, but where do we draw the line? Since April 1, 2016 there have been 86.5 million comments about female athlete’s appearance according to http://www.dovehaveyoursay.com. Instead of focusing on their athletic performance, here’s the breakdown of what’s being discussed:

  • Clothes: 11%
  • Body: 26%
  • Age: 6%
  • Beauty: 50%
  • Hair: 7%

When 50% of the discussion surrounding female athletes is solely focused on their appearance, it’s time for a change. A woman’s level of attractiveness or appearance has no bearing on her abilities as an athlete. By focusing on her beauty or body, the media takes away from her hard work and abilities as a professional athlete. Dove put the ball in our court (pun intended), bringing attention to the current offensive approach to women’s athletic coverage, to drive change. It’s time to take the shot: http://www.dovehaveyoursay.com

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By 2018, 69 percent of total Internet traffic will be video. Every minute, 48 hours of video are being uploaded to YouTube. From 2012 to 2014, mobile video views increased by 400 percent.

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These facts are hard to ignore when video is taking over the world as it holds the highest CTR of all digital advertising formats. But how can brands turn these statistics into forms of engagement with current and potential customers? How can brands constantly create content to combat the Internet’s flood of video content? How do brands master the infamous viral video?

So many questions yet so little time to create interactive, high quality videos! Videos have exploded on social media because they are so engaging, especially User Generated Content. Think about GoPro (Case Study), as the brand mission is to capture the user’s most exciting and extreme moments. Hours upon hours of GoPro footage have been uploaded to YouTube to share experiences with current and potential customers of the brand. These customers directly market the brand through UGC, which builds a huge momentum of exposure for GoPro to go beyond a restricted snowboarding or surfing brand. The views of the UGC turned branded content have directly increased with the company’s sales. Brands need to learn from companies that are using their trusted and personalized UGC and earned media for advertising purposes. If brands can accomplish that feat, they will thrive in the flood of videos taking over our social channels.

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Secondly, how do brands create enough content to stay current with the trends and compete with the billions of videos on the web? It’s not enough to simply be creating meaningless content, instead, brands need to be consistently creating and sharing great content. Unfortunately, there’s no quick formula to make amazing, engaging content. Brands must completely understand their own personality and how it can provide value to their potential or current customers. An audience analysis, content audit, competitive analysis and content planning are essential steps in the process to determine how the brand’s videos will positively reach the audience. All of these strategy and planning steps eventually lead to content creation that’s interactive and easily sharable. Check out these great examples of content marketing to get started!

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Lastly, brands can conquer the viral video by simply changing their approach. Again, UGC or ‘found footage’ must be utilized to humanize branded content. For example, Android’s viral “Friends Furever” was composed entirely of UGC of unusual animals interacting with each other and was the most shared ad of 2015. Brands can now find previously existing UGC that can be molded to fit a brand’s ethos. Instead of paying an agency millions to create a commercial with expensive celebrity endorsers, brands can now choose relatable, realistic videos.

A brand that does not use video marketing is like eating a PB&J sandwich without the jelly—it just doesn’t make sense and it gets you nowhere. Our digital world is expanding and there’s not much room for growth without video content marketing. Brands can easily reach and engage with their target audience if they take advantage of UGC, create a content strategy, and just possibly, conquer the viral video

Selena Gomez is 24 years old and a single post from this former Disney star is worth more than most people make in a year, two years, three years… A single promoted post from her is worth $550,000, which tops the list of all celebrities – including the Kardashian/Jenner clan. This value is based off D’Marie Group’s algorithm that takes into consideration 56 metrics. These include: followers, post frequency, engagement, post quality, click through and potential to create sales. So although Gomez is not guaranteed to make half a million dollars on every sponsored post, she essentially could use that as a starting point for negotiations.

You’re probably asking yourself, how can a social media post be worth so much money? (Or if you’re me, how can MY posts be worth even 1/100th of that?) There are several factors to Selena Gomez’s monetary value. First, she has 200 million followers on Instagram, Twitter, and Facebook who are actively engaging on her accounts. (Not to mention on average, 200,000 more join them every day, increasing the total number of her followers daily.) Brands will pay big bucks to have their product placed in front of that many people – especially if they’re conditioned to engage with the content that typically is pushed out from the page. According to AdWeek, users trust influencers as much as their friends, and around 40% say they have purchased something because they saw an influencer using it. These influencers are seen as real people, and their fans trust them, even if they’re being paid to promote a product. The relationship social media creates between influencers and their followers makes every suggestion feel personal, so if Selena Gomez says to buy a product, her fanbase is likely to do so.

Gomez isn’t involved in many brand partnerships. She’s (or at least her management is) selective about what brands she endorses. Right now that includes Coca-Cola, Pantene, and Kmart. Her feed isn’t diluted with promoted posts. According to D’Marie Group a post by Selena Gomez, or supermodel (and Kardashian) Kendall Jenner, will produce 12x the return on investment compared to standard digital marketing efforts.

Here are a few other top celebrity endorsers on social media:

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Kendall Jenner: $125,000 – $300,000 per post

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Cara Delevigne: $125,000 – $300,000 per post

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Taylor Swift: $125,000 – $300,000 per post

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Gigi Hadid: $125,000 – $300,000 per post

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Scott Disick: $15,000 – $20,000 per post

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Kim Kardashian: $20,000 per tweet

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Khloe Kardashian: $13,000 per tweet

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Ashley Benson: $5,200 per tweet

Did anyone else die a little inside after that? If you need me, I’ll be working on my Instagram.

As millennials, we’re expected to be the all-knowers of the digital world. We’re on the pulse of social media, and we’re expected to keep up with the downloads and be down with the uploads. It’s pretty crazy – no wonder those Boomers would rather us do it. As tail end millennials and Gen Z-ers are becoming old enough to enter the workforce, it’s easy to see that many of us have difficulties with social etiquette.

For starters, a lot of younger folks struggle with giving away all the information they possibly can share about themselves online. (We’ve all been guilty of it one time or another.) Being comfortable with yourself is a great quality, but it’s important to keep some personal things off the web. My simple test is: Is it something your future employers or grandparents would want to know about you? If the answer is no, don’t tweet about it. I’m glad you’re having a great time on Saturday at 3:17AM, but alerting everyone online that you’re blacked out and can’t find your shirt is not the best call. That’s a story to tell where no one can screenshot it – like in person.

It always makes me laugh when people say “I post what I want, it won’t stop me from getting a job!” I’ve talked to a plethora of employers, and every one of them goes to the fabulous tool we know and love: Google. It takes 2 seconds to type in your name and find out everything about you online. If you don’t have a personal page, odds are your Twitter or Facebook will be the first thing to come up. If it’s not protected, keep it PG-13 – use the employer/grandparents test if you’re not sure. It’s only going to get worse as tech savvy people step into positions of power. No one finds online information faster than millennials with a bone to pick; imagine one as your boss.

So the lesson learned is to be responsible, but that doesn’t mean you have to act like a robot. It’s good to add some personal flair to your social media pages and show people you are a real human. Let people see that you coach basketball in your free time and you love sharing pictures of your dog. Just don’t share everything because “Revealing too much leaves you with nothing.”

Anyone who needs to clean up your social media accounts, here’s a great link: http://www.tweetdelete.net

…you know who you are.

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The people have spoken and Snapchat has listened. If you’re on social media, you’ve seen the conversation—Snapchat users wishing to rewatch stories and see images past their current disposable nature. The popular messaging app’s newest update will allow for just that. Users can save photos and videos to a newly launched “Memories” page on their app. They can choose to keep images to view later, resend an image or video, and even edit captions.

Snapchat also installed the ability to photo search for simple terms in the images within Memories. If you take a video of your dog, simply type in “dog,” and all those adorable images will pop right up. (If only Apple had that capability…)

Memories will show users data they’ve saved from the past, much like the TimeHop app. Any images users put into their Memories folder will show up on the app on the same date in the future. This “blast from the past” idea has been a well-liked update to Facebook as well. Even better, users can combine their stories to make one long video to share. A lifelong friend’s birthday roast seems like the perfect use for this feature.

Snapchat is consistently improving it’s offerings, giving more incentive for users to stay within their app longer, or for light users like me to get on more often. Snapchat is even growing rapidly among users over age 35. The continued improvements to the application will allow Snapchat to see user growth and soon, Snapchat might be the next Facebook contender. Stay tuned…

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This week, history was made in the Land. The Cleveland Cavaliers won the NBA Championship, ending Cleveland’s 52-year drought and bringing happiness, glory, and 1.3 million people to our city on the lake. I was lucky enough to see the excitement of game seven firsthand. When the buzzer went off in the fourth quarter, the city exploded. It was louder and more intense than anything I’ve ever witnessed: screams, tears, drinks flying, hugging, dancing, shirts waving, and high fives all around. As I walked from my viewing spot to Quicken Loans Arena, chants of “Let’s Go Cavs!” echoed across the streets. This was only the beginning.

On Wednesday, Cleveland hosted the championship parade. The scene downtown during game seven was nothing compared to the parade and rally—bringing an estimated 1.3 million people to a city with a population around 300,000. With fans swarming the streets and blocking the parade routes it took more than five hours for the team to make it through a one-mile parade route to the rally zone near the Convention Center. Confetti sprinkled the famous Cleveland skyline and people scaled buildings and sat outside windows stories high just to get a glimpse of our championship team. It was an extreme outpouring of love for them and the city of Cleveland.

You might be wondering what this has to do with advertising. Cleveland fans spend days allowing this team in their living rooms, bars and restaurants. They watched the team evolve with LeBron, without LeBron, and were there with tears and celebrations for “the return.” As a city, they got so close to the championship they could finally taste it. Their faith was tested. And this week, they rejoiced in celebration after emotionally counting down the minutes waiting for them to succeed or fail during sixteen long games. It’s a great story. It’s a Cleveland story.

And storytelling is essential to advertising. There are many forms of storytelling, but the Cleveland Cavaliers perfectly followed the narrative of The Hero’s Journey. Quickly, the Hero’s Journey begins in the ordinary world with a “call to adventure” (enter the NBA, win your hometown that championship.) What follows is the hero’s “refusal of the call” (I’m taking my talents to South Beach) and eventually a “meeting with a mentor” (The Heat) who provides the hero with training and advice to help them on their journey. Then, they “cross the threshold” (welcome home LeBron) and “find allies and enemies” (love and hate in Cleveland fans). They “prepare for the ordeal” (…twice) and finally take possession of the treasure! (2016 Champions!) The “road back” (flight home from California with Cleveland’s most prized-possession) and the “resurrection” (a moment of rebirth, once again the King of CLE.) Finally, “the return” (not that one), where the hero returns home and has the power to transform the world as we know it (1.3 million people waiting to see LeBron, his team and our trophy.)

1.3 million people arrived to celebrate with this team because they’ve been a part of their story; they’ve watched the 2016 NBA Champion Cleveland Cavaliers brand be built—52 years in the making. They care.

We’ve entered the era of consumer empowerment. Brands need to do more than communicate outwardly to their audience. They need to tell stories, entertain, educate, inspire and touch lives.

The Cavaliers team does an exemplary job at delivering what the audience wants. They give us a great product to watch on the court but extend the story off the court as well. By utilizing social media we have an opportunity to be a part of their lives both on the court and at home. They’ve shown us the celebrations, created inside jokes with us (Lil’ Kev), and let us see the world from their perspective. We get to experience this story through the players’ eyes.

Our involvement allows this Hero’s Journey to resonate with us deeper than most. We’ve invested ourselves in this team, and it’s become a part of us. We felt the anguish watching the buzzer slowly count down, we crowded the streets in celebration as the team flooded the court, and we cried with JR as he gave a heartfelt speech about playing for his family. The emotional rollercoaster is what connects us with this team, and motivates us for the future.

The Cavaliers team has told its story. Through them, we’re encouraged empower ourselves and write our own story. It’s our call to action – show that no matter our struggles, Cleveland is a success story. How will you respond?

 

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Big thanks to my editor, Kelly Gentile.

 

As we all know, the Cleveland Cavaliers made history in our city in the thrilling NBA Finals Game 7 coming back from a 3-1 lead by the Golden State Warriors to defeat them 93-89. That night, the 52-year major league championship curse on Cleveland sports reversed as “the block” replaced “the shot,” “the drive” and “the fumble” once and for all. Excitement spread throughout the city and it has been electrifying to see the dedicated fans of Cleveland finally get what they deserve. Of course, social media erupted with videos of the team’s reactions, posts from overjoyed fans and even a congratulations tweet from President Obama.

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The wave was explosive, even if you weren’t a Cleveland sports fan; you wanted to be in that exhilarating moment. Since the unforgettable victory, brands have been trying to ride the wave of congratulating the Cleveland Cavaliers on accomplishing the nearly impossible. At this point, it’s almost overdone by brands now, as I have seen SO MANY posts about how brand X supports the Cavs.

However, one particular brand stands out as a leader in riding the victory wave, especially because they posted their content IMMEDIATELY after the intensity of Game 7 was finally over. Nike released “Worth the Wait,” a powerful new commercial in honor of Cleveland sports fans via Twitter. It’s almost like they knew the Cavs were going to win J. As LeBron and Kyrie are signed to Nike, this move was almost as clutch as Kyrie’s 3-point shot that led the Cavs to the big win.

If you haven’t seen the video, do yourself a huge favor and watch it now: https://www.youtube.com/watch?v=QWGgMbcTbFk. In one minute, the video captures the heart and soul of why Cleveland fans are so dedicated to their sports teams and how great it feels to finally be champions. I still get chills seeing the faces of the emotional young and old fans that have waited years upon years to be champions.

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Riding the wave is essential for any brand to make an impact on social media engagement. Here are three ways to do it successfully (just like Nike did with “Worth the Wait”):

  1. Timing: Nike had the best timing by releasing their previously filmed content immediately after the Cavaliers’ title was announced. The result of the NBA Finals was fresh in everyone’s mind and they could easily relate to the commercial.
  2. Relevant Angle: Nike knew their audience perfectly when creating this advertisement. It was relevant, interesting and engaging to watch as a NBA and/or a Cleveland Cavaliers fan.
  3. Social is about people not logos: Nike does not expose its logo until the end of the commercial. The ad focuses on Cleveland sports fans with real human emotion wearing Cavaliers gear and reacting as the Cavaliers make history.

Nike followed these criteria and stood out against other brands that were late to the party (or parade) of congratulating the hardest working team in the NBA. Since the videos release, it has been liked 70 thousand times on Twitter and viewed 2.4 million times on Facebook. Nike successfully rode the victory wave by allowing every viewer to understand how meaningful this championship is to The Land.

 

And I’ll just leave this one here:

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It’s my first week interning (ever), and my brain is so full of analytical knowledge. When I shut my eyes, it’s like the matrix code on repeat. Just kidding, but really, I’ve never crunched so many numbers. Even though my brain has processed so much information, digital analytics is still fun. I’ve learned so much about different analytics resources and how to use them. Reporting data is neat because I can tell a story with numbers. (Phrase credit to Jack.)

In addition to analytics, I’ve gotten to sit in on several meetings and learn about Brokaw’s clients and do some media research. Overall, I’ve been enjoying it, but my favorite part of working here is the people. Everyone is so nice and fun, and extremely helpful. I’m learning from everyone, and it’s great.

Since moving to Cleveland and starting my internship, these are the top lessons I’ve learned:

  1. For future ad majors: REMEMBER YOUR ACRONYMS. Seriously. Flashcard that stuff. You really use them. (CTR, CPC, CPM, etc.)
  2. Cleveland traffic is terrible. I’m used to small town traffic, so Cleveland one-way streets and the amount of people is chaos. Leave early to be on time.
  3. Ask questions. You learn so much from asking people with experience about anything. You might think you look like this:

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But you don’t.

  1. Check the weather before you pack. Cleveland may say 75 degrees, but there’s a negative 15 wind-chill even in the summer. Always carry a hoodie.
  2. Take an analytics class in college and learn different programs, even if you don’t think you want to get into social/digital analytics. It’ll help a ton.
  3. Brokaw has a pretty good volleyball team. #TeamworkMakesTheDreamWork

Now that my internship is coming to an end, I have mixed emotions.  I’m so happy I got the experience to work with the most creative, smart people, but I am also sad that my broternship is over.  I could not be more thankful for all that Brokaw has given me.  I have learned so much more than I ever imagined and made some of the best friends.

With that being said, I would like to share with you three of the top moments from my broternship.

1. Pitching to radio stations:

This was the most challenging task I had to complete.  It was frustrating pitching to a bunch of contacts and getting few replies.  But after pitching to so many contacts, one said they were interested in my pitch and mentioned our client on the radio!!!! I call that a success!

2. Bags, BBQ, and Broterns:

This was a farewell event the Brokaw brothers threw for all of us broterns.  We had an agency corn hole tournament, ate lots of BBQ, and drank beer.  It was a fun way to get to know and have fun with everyone at the agency.  By the way, Jayme and I were semi-finalists in the tourney, if you were wondering.

3. Brotern Interviews:

This was the best project!!!  We had to interview everyone in the office as part of our broternship.  It was a great way to meet everyone.

Lastly, I would like to shout out my mentors Kelly Gentile and Angela DelBrocco for being patient with me when I didn’t know how to do something, taking the time to teach me new things, and making me feel like part of the PR/Social team.  Also thank you Brokaw brothers and everyone else at the agency for making this summer the best!  I will miss all of you!

Oh and if any of you happen to read this feel free to visit me at OU this semester—I live on Court St…….enough said.

See you later,

Erin

I was very anxious about pitching to the media during my internship, but after tons of help from Brokaw’s Public Relations Associate—Angela DelBrocco, I finally feel comfortable completing this [sometimes] daunting task.  This past week I had the opportunity to pitch to the media about an up-coming event for one of our restaurant clients.  I quickly learned writing a pitch in school is very different than writing one in real life.  When you write a pitch for a class, you do not actually send it—and you do not actually get a reply.

With a ton of help from Angela, I crafted the perfect pitch and I would like to share a few tips I learned from her and the PR team here at Brokaw!

  1. Pitch in the Morning:

Most media contacts are busy throughout the day, out on assignment, on-air or in meetings. The one-time where you might be able to catch them at their desk is in the morning.

  1. Do not Pitch on a Friday:

 Media contacts have tight deadlines. Most of the time, whether you’re pitching to a TV and radio stations, or newspaper and online editors, those deadlines fall in the beginning in the week.

  1. Leave enough time between the Pitch and the Follow-Up:

 It’s so important to not become spam to a media contact. They are busy people, give them at least a week or two before you follow-up.

  1. Customize each Pitch to fit the contact you are pitching:

 It would be a lot easier to send a generic pitch to every media contact—but that won’t get you anywhere.  It is best to research the contact’s latest stories, topics they write about, etc. to make sure they would be interested in your story. It’s then important share that relevant information with the contact, explaining why this story would be a good fit for them. Make sure to angle the story in a direction that would work for their interests if it’s not an exact fit.

  1. Reply right away:

The 24 hour rule doesn’t apply here!  Like I said before media contacts are busy people so it is best to reply/answer their questions right away. Media professionals work on tight deadlines, if you don’t respond quickly to get them with what they requested, they will move on to an alternate expert/source who will.

After my experience with pitching, I realized the only way to get comfortable with something new is to start doing it a lot.  After pitching all morning long—I continued to pitch the entire week—basically on my own!  Thanks to the PR team here, I feel a million times more comfortable with pitching and even feel confident doing it on my own (can’t believe I just said that).

How did you rid the first-time-pitching jitters?

-Erin