Emerging Media on Emerging Media

We have spent a lot of time talking about emerging media in the last few weeks, for this final post I thought I would look at how emerging media is represented on emerging media.  Emerging media has a Facebook page.  It is a page dedicated to Public relations and marketing.  They post articles about every two hours, interestingly most of their articles don’t have to do with emerging media Below is their cover flow.

emerging media on Facebook

Emerging Media also has a twitter feed.  This also appears to be a marketing and public relations company, however the articles they post are much more on topic.  They also post inspirational memes such as the one below posted on October 9, 2014.

emerging media on twitter

Emerging media is also on Pinterest.  This board has 66 pins and 18 followers.  While those numbers are not setting the social media world on fire, they are providing a lot of valuable information for those who might come looking for it.  This board does not appear to be run by any company, but instead by someone who is truly passionate about emerging media and the market.  This lends to the trust worthiness of the site as they are not trying to sell anything, but instead are just providing information to the public.  My favorite post is the below info graph.

emerging media on pinterest

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What does Social Media Say About Your Brand?

At this point nearly every brand and every marketer has accepted and acknowledged that social media is critical to the marketing mix, but what is what you are posting saying about your company?

Many brands are using social media to advertise what their brand values are; I don’t mean the value of the brand, but what does the brand really stand for…

McDonalds had a campaign at music festivals where they offered free food to litter picker uppers.  If you picked up 10 empty cans or cups you got a free hamburger.  If you picked up 20 you were upgraded to a Big Mac.  This is a great way for the company to show that they care about the environment and want their customers to also!  The whole thing was advertised only over social media.

mcd

Eco/Social marketing tied into social media is a win win for companies and consumers.

An article in Skyword earlier this week explained how and why the top brands are prioritizing social media

The world’s biggest brands are increasing their social media budgets and adding staff, reflecting a growing emphasis on social media content.

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Spredfast surveyed 160 leaders at companies with $1 billion or more in revenue and found that about 70 percent are expanding their social media programs over the next 12 months. A majority reported that their companies are prioritizing social media marketing, and 78 percent of companies place the responsibility of social marketing under a high-level executive.

 

Brands are also expanding their use of social tactics. Ninety-eight percent of companies market on at least one social network, and 58 percent plan to expand their efforts in 2014 to a social network that they did not use in 2013. In addition, a quarter of brands plan to curate social content outside of social networks with branded blogs, branded community forums, or the addition of customer ratings and reviews to their sites.

 

Notably, brands report being highly interested in involving and interacting with consumers on social networks. Such organic marketing efforts can dovetail nicely with paid advertising on social media to increase conversions. AOL Platforms found that ad spending on social channels yielded a 25 percent increase in sales generated by advertising compared to sales generated by organic marketing.

 

Organic and paid marketing tend to have different, but important, influences on a consumer’s journey toward purchasing a product. Overall, social media is more likely than other marketing channels to serve as a middle touch point—not the customer’s first exposure to the project, but not the last engagement that results in conversion. Instead, social’s middle touch point plays an important role in increasing customer awareness and consideration.

 

That said, paid advertising on Twitter and Facebook resulted in higher conversion rates than organic marketing. On Twitter, promoted tweets earned a whopping three times the conversion rates of their organic counterparts. But on Pinterest, conversion rates for organic pins dwarfed those of promoted pins.

 

When considering organic and paid marketing combined, YouTube earned the highest marks for introducing new products (18 percent) and driving conversions (14 percent). Facebook came in a close second at introducing new products (11 percent) and driving conversions (10 percent).

 

Social media content continues to play an important role alongside other marketing tactics for both raising awareness and driving conversions, and content marketing can play a role in boosting social’s effectiveness. Brands that successfully create original, shareable content can more effectively utilize social networks, ultimately impacting conversions.

Job Hunting in the Digital World

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Anyone who has looked for a job in the last fifteen years is sure to have noticed the shift that has occurred.  Job hunting no longer requires handing out resumes and buying the news paper.  Job hunting has almost exclusively moved to the online world.  Many places no longer take applications in person for even entree level positions.  Some stores even have computer consoles in the store for potential candidates to go online and fill out the application while they are there.  LinkedIn is the third most used social media platform and many companies begin their look for candidates there.  I know I have had more head hunters contact me via LinkedIn then any other outlet.

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Job hunting has moved almost exclusively online and at the same time potential employers are focusing a lot more attention on the digital lives of those they are looking to hire.  Recent studies show that 1 in 10 millennials will be rejected from a job because of something they posted to their social media accounts.    Many people still don’t even think about their online presence and how it could impact the opinion of those who could impact your career.

job hunting

 

 

 

the Meaning of Emerging Media in Less Developed Countries

Coca Cola is one of the most globally recognizable brands.  This American soda company has found a way to resonate in the hearts and souls of people and communities around the world.  Coca Cola has found a perfect balance between maintaining a strong universally branded image and making that image uniquely relatable to individual cultures around the world.  In doing so they are able to embed themselves in the communities they are sold in.

Coke in Kenya 1

In Kenya the Coca Cola company has found a way to very simply and straight forwardly implant their brand message into everyday life of many consumers, while at the same time making and investment in the communities they are sold in.  As seen by the branding messages below Coca Cola has not used anything beyond the colors and logos of their brand image to resonate with the consumer.

In Kenya, “The soda is most often consumed in the store, so the glass bottle can be returned. The dominantly painted storefront appeals to this on-the-go reality.  The corporation is responsible for sales infrastructure, supplying signs, ice boxes, refrigerators (if electricity is available) and bottle openers. It encourages owners to pair the beverage with local snacks to create ‘combo meals.’ It helps — usually just a man with a push-cart — make their routes more efficient. It teaches business skills and promotes entrepreneurship.  As part of its corporate responsibility goals, Coca-Cola has taken on other community projects. It has built clean drinking wells and toilets in some informal settlements. It also sponsors athletes and sporting events and funds scholarships and medical research.”

Coca Cola has altered its marketing campaign to center around the community as a whole because life in this part of the world centers around the community as a whole.  By building wells and creating good will Coke has tapped into the collectivism of this culture.  This type of media is what is emerging in Kenya.

Mobile is taking over

There is no doubt that mobile is the next big thing in marketing, communication, education, and almost every other aspect of life.  87% of U.S. adults use the internet, 90% of U.S. adults own a cell phone; 58% of U.S. adults own a smartphone.  These numbers will only continue to grow as millennial move into adulthood and an older generation embraces more technology.  Mobile e-commerce is becoming more of a tangible reality and less a goal for companies.  The use of mobile ads is reflecting this new orientation.

There are a lot of companies doing a lot of great things from interactive highly targeted ads to mobile take over ads to buying every ad on tumbler for the day.  Below are some of my favorites.

Gap Buys Up All of Tumblr’s Mobile Ads for a Day

Not only did they ask the young crowd on Tumblr to submit ads depicting what the word blue meant to them, they then picked the top four and purchased every single bit of ad space on the site for one day to run these as part of their “Back to blue” promotion last year.

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BlackBerry ‘Takeover’ Ad Hijacks iPhone, Android Screens, Showcases New OS

Blackberry is not known as a trend setter in the mobile world very often, but they really hit the mark with their take over ad that targeted iPhones and Androids specifically.

sers follow a green dot through the tour of the BlackBerry 10 operating system, swiping and pressing to move from feature to feature.

This mobile-only ad is one of several in BlackBerry’s “real-time marketing” plan, which will tout the best aspects of the mobile company’s latest operating system and its shiny new BlackBerry Z10 and BlackBerry Q10 smartphones.

Starbucks is using a mobile campaign to push their mobile Ap

Starbucks is running this ad for their ap within the mobile ap for flixter.  You can’t get much more mobile than that.

When consumer tap on the banner ad, they are redirected to a mobile optimized page with a picture of the Starbucks mobile payments app for iPhone.

The ads also mention how the Starbucks app is available for Android devices.

Starbucks drives app downloads via mobile ads

Ocean Spray engages customers by having them wipe their screen

Ocean Spray is making its new mobile advertising campaign interactive by adding rich media into the mix to drive click-throughs.

The company is running the campaign within Us Magazine’s mobile site. The initiative promotes the company’s diet drink.

Ocean Spray

Growing up technical- Hard wired for hardware

Baby

Hard Wired for Hardware

Anyone who has been spent any amount of time with a child recently can tell you that the coming generation is more technologically advanced than many adults are.  Children have figured out how to work the DVD player on their own at age two, are playing computer games at age three, and teaching their parents how to use an iPhone at four.  This generation is described as “digital natives” in an article from the California Teachers Association published last year.  The article goes on to explain that today’s generation is headed for careers that don’t even exist today asserting, “They are well educated and very likely to benefit from the independence provided by cell phones, computers and whatever other technology awaits around the corner.”

Children today grow up with technology all around them.  Take for example my children’s “chalk board” it is a massive interactive touch screen mounted to the wall that displays the screen of the teacher’s lap top.  While I shudder at the cost of such things, it is mesmerizing to watch small children naturally navigate such complex multidimensional computer programs with ease. 

According to a study from the Kaiser family foundation kids spend about 6.5 hours s day consuming digital media.  This has led to a phenomenon known as digital multitasking.  “Kids today can text, do homework, post pictures online, and play video games—all at the same time.”  Many people may wonder how this is affecting the developing brains of young children and in fact studies have been done that show children growing up today have different neurological connections formed in their brains.  Their brains are literally being rewired by the technology they are exposed to. 

Don Tapscott author of the book Growing Up Digital explains the benefits of digital multitasking “What’s happening is that they have better switching abilities and they have better active working memory so that enables them to go rapidly between tasks.  It seems like they are doing a bunch of things at once but actually they’re not. They’re able to focus on something and then quickly change and focus on something else.”

Not everyone agrees that all of this technology is a good thing however.  With all of the attention spent on learning and utilizing new technology some studies show that kids are falling behind in other more basic life skill development.  Spelling is a big one.  With people texting more and more it seems less people take the time to actually spell out words even in my generation.  This is a personal pet peeve of mine, as someone that spend my college years studying literature and grammar, I will flat out refuse to text with friends who don’t take the time to write in complete sentences or spell out simple words.  I only abbreviate words if I can’t spell it close enough to spell check to correct it for me.

One study by AVG Technologies of children aged 4-5 showed that only 14% knew how to tie their shoes and only 20% knew how to swim; while 30% knew how to operate a smart phone, and 69% could operate a computer mouse, open a web browser, navigate to a specific page, and play an interactive computer game.  That is more than 2/3 of Kindergarteners! 

Parent’s need to make sure they are not neglecting to teach their kids basic life skills like tying shoes while focusing too much on technology.

Another down side of having children that are technology savvy at such a young age is that they are often not mature enough to understand exactly how things work or how to take care of equipment.  My children have stumbled upon you tube videos that they really shouldn’t have been watching and my computer has been missing the number “5” key for a few years because my son thought the key board was a puzzle he could take apart and put back together. 

Another friend of mine learned the hard way that while two year olds know how to make a movie play, pause, and skip to the next scene it is not always the best idea to give a two year old full access to the DVD player.  When his DVD player stopped working he took off the top to see if he could identify the problem and he could.

Inside he found two spoons, a foam dart, a CD, a crayon, his iPod, two candy canes, half of a plastic Easter egg, a pack of fruit snacks, the wrapper from a bag of cookies, eight playing cards, and several scraps of paper.   Needless to say the DVD player was put out of reach once it was put back together and amazingly still worked!

Whether we like it or not, whether we think it is a good thing or not, children today are growing up surrounded by technology and are mastering this medium at a younger and younger age.  I have accepted that my children will outpace my computer skills before they hit middle school; I just hope I can keep up enough to know what they are even doing if I don’t know how to do it myself.

Facebook do’s and Dont’s

We all have those annoying Facebook friends, the ones that post a pictures of every single thing they ever eat, the ones that start political wars and won’t back down, my mom who feels the need to comment on EVERY.SINGLE.THING I ever post and fills my timeline with pictures of kittens and bumble bees that she has tagged me in so I will show my kids (and I have to show them because she will ask them about each picture the next time she talks to them).

But what are some things that brands do that we love and pulls us in and what are some things that they do wrong that we would LOVE to never see again.  Here are some great examples I found from buzzzfeed,  INC, social bakers, and 1 stop design.  Enjoy and try to guess which are the best and which are the worst!

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