#SMM

Future Implications

Look into my crystal ball… and see the wonders to unfold in the future of Social Media.  Ok, so it is hard to truly predict the future of social media though there are a few insights we can gain from where we’ve been and what the future may hold.

I have been in the field of telecommunications for over two decades which means I have seen a lot of advancement in technology and how it brings people together as we adapt to the technology.  I remember when wireless (cellular) technology converted from Analog  to TMDA, CDMA & GSM and then 3G, 4G/ LTE  and now VOLTE  with all of these changes has come new ways for human to connect which in turn, changed how we interact with each other on a daily basis.

I vividly remember a video from 2001-ish (that we watched on a VCR so I cannot locate it on YouTube) “predicting” that we could play video games against each other on our phones.  At the time, I looked at my sleek Nokia  “candy bar” phone that allowed me to talk and text and was in disbelief that any of that would happen in my lifetime.  Fast Forward to 2017, and my Samsung device has the capabilities of transferring money through Cash App , playing Words with Friends, sending videos as well as access to a variety of social pages.

So, what does the past mean for the future of Social Media Marketing?

A recent article in Entrepreneur should capture the attention of brands as they look to stay ahead of upcoming trends and advancement in social media marketing.

  • Diversity of Posts – As technology evolves, so will the thirst of social users to have new ways to share their lives on the social sphere. While users currently use pictures, videos and text and layer in audio, the future will have more integration, and likely a higher emphasis on audio components.  Brands will need to explore how to tap into the ability to provide sharable content which includes integrated and live engagement with their brand.
  • Paying for Peace & Increased Privacy– As brands continue to use social platforms to target consumers, conversely consumers will begin to pay to escape these advertisements. This is similar to the shift in TV and Radio with the ability to DVR shows and uses commercial-free music streaming.  Brands will need to focus on compelling content that keeps a consumer’s attention and is not seen as an advertisement.
  • Videos – Live content is on the rise with Instagram Stories, Facebook Live, Periscope and this will continue to be on the rise as social moves forward. The challenge for brands will be engaging consumers to watch their entire video content and not just the first few seconds. This means front-loading them with compelling content that draws them in to watch the full video.

As we look to create the future of Social Media which comes first, change in technology or change in human behavior?

I think they are interrelate and interdependent.  Human Behavior (the need to share, connect and build relationships) drives advancements in technology (new social platforms and currently unimaginable apps).  Conversely, advancement in technology molds human behavior as consumers adapt to the tools available to interact socially.

What do you see in the crystal ball for Social Media?

#SMM, Online Marketing

Viral Marketing Initiatives

What is Viral Marketing?

Much like a cold or flu, Viral Marketing is when there is a high pass along rate from person to person (ie: shares, retweets, comments, etc.).  Over the years, there have been many examples of successful viral campaigns, and all of them utilize a few key characteristics.    Check out these Viral Campaign Traits as well as stellar examples for each:

Viral Campaign Traits & Examples

  1. Current – Old news is just that, old and forgotten. Viral campaigns are trend-setters on new-news which is why being current tops the chart of traits for a viral campaign. Take for example Planet Fitness who capitalized on one of the 5th worst power outages in NH this week with offering FREE visits to their NH facilities for shower, power and to use their equipment.  This social reaction filled a current need for those without power and, helps Planet Fitness to showcase their clean gym facility.

 

  1. Relevant – Relevancy can either be related to your target audience or more general in nature to attract a broader audience. Animal Adventure Park reached a broad audience and topped You Tube charts with April the Giraffe  as viewers anxiously awaited the birth of the baby giraffe (and then the name of the baby).  Here are their impressive campaign metrics:
  • 232 million live views
  • 6 billion minutes of live watch-time
  • 2nd most viewed YouTube History in 66 days
  • Top 5 most-watched moments for a live event on You Tube

 

  1. Creative – Creative marketing requires making new connections, with a focus on the unexpected. Housecleaning is what most considers a boring chore which is why the Clean  snappy, tongue in cheek and buzz worthy Valentine’s Day Video Ad was creative for this cleaning supply giant.  The Mr. Clean You Tube Video garnered these impressive metrics with its creative spin on cleaning every nook and cranny in your home:
  • 11,700 impressions across Facebook, Twitter and Instagram in ONLY 1 Minute.
  • To date, there have been over 17,500,000 views of this video.

 

  1. Purposeful – There is a difference in purpose and purposeful as it relates to marketing. Being purposeful focuses on a problem or challenge and uses sale of products and services to create positive change. As we are coming up on Black Friday, it comes to mind the story of REI  who took chance a few years ago with #OptOutside.  This campaign encouraged people to go outside and enjoy the beauty of the world instead of shopping on Black Friday. This has been so successful; other companies have joined in this effort and REI has used #OptOutside consistently to showcase that their brand is focused on the great outdoors.

 

  1. Shareable

Social Media is no longer just for the tech-savvy, it is a platform to leverage the internet to inspire millions to follow a story, share it on their own feeds and participate in conversations (and debates).  It should come as no surprise that one of the most shared campaigns has been surrounding President Trump.   There is a Huffington Post  titled “An Open Letter to My Friends Who Supported Donald Trump” which was shared a total of 2.2Million times across Facebook, LinkedIn, Twitter, Pinterest, Google+ and Domain shares.

The fun part about Viral Marketing is that you never know what will take off, what will speak to the masses, and how far it will reach the depths of social media.  There are so many examples of viral campaigns, what is your favorite one and why?

#SMM, Online Marketing

Differentiation – The Facebook War of Chevy vs. Ford

Social Media has changed the way many industries market to consumers and the automotive industry is no stranger to utilizing this medium.  So, who uses it best? And, what exactly does “best” mean in terms of a Social Media Strategy?  Join me in a Facebook Face-Off of Chevy vs. Ford.

The last attempt at comparing these automakers and their Social Strategy was in 2014.  At the time of that Face-Off Ford won overall based on Mentions and Conversation Mapping though Chevy did rank higher Social Sentiment.  How do these automakers stack up in the Social Swirl in 2017? Let’s find out…

Chevy – Find New Roads

This year started off with a bang as Chevrolet (GM) became the first automaker to use Facebook Live to showcase their new vehicles.  Imagine an up-close and personal video of the new automotive from the comfort of your home.  This is a great example of keeping up with the advanced in social media while leveraging a platform that is already being used and has 19 Million Followers on the Main Chevrolet Facebook Page.

Chevy – Their Social Strategy

GM’s Social Strategy in 2017 was to promoting its electric vehicle to a carefully selected audience through an integrated campaign. Its print ads in science and technology publications delivered part of that message to some of that audience. Its billboards helped it to reach another audience segment. Facebook Live expanded the audience further. It provided more information in a 25-minute segment than any commercial could have done, and it engaged its core audience deeply enough to generate over 800 comments. A full list of Chevrolet (and GM’s) social pages can be found here.

Ford – Go Further

In contrast, Ford has not been touted for emerging social trends to showcase its breadth of vehicles.    Main Ford Facebook Page has only 8 Million which is less than half that of its nemesis Chevy.  There have been no earth-shattering uses of Facebook much like Facebook Live though that doesn’t mean they are not finding ways to educate through this medium.

Ford – Their Social Strategy

In a 2014 Review their Facebook strategy they were engaging with consumers by asking for photos of the worst pot holes.  This then opens up dialogue to educate consumers on what to do when you’ve hit one and how to “fight back”.  This is a great way to evoke two-way engagement though their current efforts seem to be less interactive and more 1-way videos that do not inspire engagement.  Other Ford social campaigns (outside of Facebook) can be found here.

From a Facebook, it appears that Chevy is agile and forward-thinking.  I am curious; does their Facebook Live post increase your consideration to go buy a Chevy?  Why or Why Not?