Down to the wire … HELP!!!!!

So I am in my final course for my masters degree in integrated marketing communications. My class is tasked with creating a campaign for St. Jude Children’s Research Hospital targeted towards high school students. 

 

As part of the campaign, we have to create a survey to collect market research. Please pass this link on to any teenagers who know ASAP. It would be highly appreciated.

 

Here is the link: https://www.surveymonkey.com/s/W75JFCZ

Taking Social to the Next Level

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As part of this nine week emergence into blogs for my IMC 619 class, I have had the chance to read some excellent blog postings from my fellow classmates. Everyone has taken on the blogging experience and provided new and different insights into the topic of emerging media. With that being said, I wanted to share a fellow classmates blog post, Who’s the Boss? Time for Social to Leave the Marketing Nest?, that really gave me something to think about and quite nicely summed up how much social is changing out lives. The post was written by Eric Minor and he the topic discussed the emergence of a new division in the business world, Social.

Currently for most businesses, social is integrated into the marketing divisions of a company. However as I have learned through my time in the IMC program, social is so much more. The use of social media has become a part of the daily lives of human resources, public relations, customer service, distribution, and the list goes on. Consumers don’t limit what they share on social media to just one division so why should companies?

Take a good hard look at the impact social media has already had on our lives in the business world. There is no running from it.

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So, why don’t companies find a way to make social media work better for their brands? Is a designated “social” division a way to get a better grasp on this continuous emerging media?

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We have spent the last nine weeks  staying on top of what was going on in the world of emerging media. This week I want to show how real businesses use new media to reach consumers. Honda is going live today, July 15th, with a Twitter – Vine Campaign to encourage consumers to trade in their old cars for a brand new Honda. Here is the promo Honda released:

Doesn’t seem that different? Well, here is the part that amazes me. The videos that will be used to respond to the tweets will be filmed and uploaded on the same day and will be customized to each user’s feedback. Honda gives this example, “If a user mentions needing a new car to pick up a pizza, that Vine video response may feature a Honda dealer offering a great deal … with a mouth full of pepperoni.”

Check out the Honda Twitter account to see what has taken place so far. Just from a quick glance, it seems like the campaign has gotten off to a great start.

Other companies have used Vine to help with gaining interest in their brands as well as given some not-so-obvious and obvious tips. French Connection shows viewers how to pack for a vacation while Marc Jacobs uses Vine to showcase their latest products and give behind the scene views into their headquarters and stores. Urban Outfitters shows female viewers how to pack their emergency make-up supplies and Nordstrom demonstrates how to tie the perfect tie.

Emerging media isn’t always about being new and creative but using the new media in ways that will help better reach your consumer and give them what they want. Procter & Gamble used YouTube to create a demonstration video that showed consumers how to open their new concealer compacts. The Buti-Bag Company had a blogger create a how-to for inserting wipes in their Pod Cases. Seemingly easy tasks that both brands thought wouldn’t have created issues, left consumers with their hands up in the head. Creating a simple answer to address these issues gave consumers what they needed, when they needed it.

Honda has created a newsworthy campaign that will get consumers engaged and in turn create an exciting brand connection with Honda. Only time will tell how successful it is in terms of social media ROI. But in the mean time, my hat goes off to Honda for creativity in a campaign but also seemingly using social media to engage and create a connection with their consumers.

Is Twitter Predictable?

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Some researchers suggest that Twitter is indeed predictable. However, it may not be in the way you are thinking. Three university researchers have found that they can predict just how popular a tweet will be with a simple formula. Tauhid Zaman at MIT Sloan School of Management, Emily For at University of Washington and Eric Barlow at the Wharton School of the University of Pennsylvania state that the prediction formula doesn’t focus on the content but focuses more on the behavior of Tweeters and the amount of retweets. The nickname of this formula “Twouija“, a mashup of Twitter and a Ouija board. 

These three researchers were quick to point out that the number of retweets between an unknown users and a famous user are going to be different. However, the key is the “consitency between people on Twitter is the fraction of retweets you get after a fixed amount of time”. What happens in the first couple of minutes after a tweet is released will inform the user what will happen the rest of the day. During the first 10 minutes the fraction of number retweets was roughly the same (average of 50%). This meant that 10 minutes after a tweet was sent, one could expect the following results:

  • Famous tweeter gets 125 retweets in 10 minutes; could eventually have about 250 retweets = 50%
  • Unknown blogger gets three retweets in 10 minutes; could eventually have about six retweets = 50%

Here is a real life example of the Twouija method:

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This could mean big things in the world of Twitter. Zaman states that he hopes that this research will be used to develop a more sophisticated way of ranking popular tweets. He is also on the way to opening up the Twouija website to the public so they can analyze tweets in real time for a prediction of popularity. For business users, this sets a deadline of when you know a tweet will be successful or not. If there hasn’t been a flood of action in the first 10 minutes, Zaman reports that it is time to move on and try again. The first 10 minutes are how to judge whether if the tweet will appeal to a broad audience.

What do you think about the Twouija method? How else might it help the world of marketing on Twitter?

Thinking Outside The Box…

But inside the Square.

Sounds like an oxymoron, doesn’t it? Well not exactly. Last week it was announced that Square, a new online marketplace, was coming the e-commerce world to rival Amazon, Ebay and other already developed marketplaces. The biggest advantage seen for participating on the Square marketplace is that  businesses can list their goods and services on the site for FREE. Something that Amazon doesn’t do. While the new Square marketplace might have a while to go before it overtakes Amazon, it could potentially bring new business to the company that is widely known for their mobile payment services.

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This seems to be the new way of life for many businesses. It is a daily occurrence for me to hear more and more small businesses  are turning to sites like Amazon, Vault, Opensky, and Etsy to create new life into their businesses by attracting new consumers. Below you can see an infographic that compares Amazon to brick and mortar stores. With numbers like these, we can expect to see more small businesses to join online marketplaces.

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As a small business employee that just helped one company start selling on Amazon, I can state that the results in less than a month have left us wondering why we didn’t do this earlier. We can only hope that with more time things progress even farther. The fact is that online marketplaces give us a better opportunity to reach consumers we couldn’t before and at a fraction of the cost. The success has started us thinking if it was time for us to back out of the boutique stores and focus strictly online.

Online marketplaces have made thinking outside the box easy for businesses and companies that survive on brick and mortar stores will have to find new creative ways to keep customers shopping in the stores.