Category Archives: Uncategorized

Social Media & Mobile Trends

Here are some of the trends I discuss in my Social Media & Mobile Marketing Strategy course in the Media Storm Master’s Program.

The videos are available on my YouTube channel Rpriluck.

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These trends and videos are also available on the Powerpoint slides that accompany my book from Oxford University Press “Social Media & Mobile Marketing Strategy.”

Herschel Case Update

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For Social Media & Mobile Marketing Strategy from Oxford University Press

Herschel Supply Company

  1. Read the case on page 26 of Social Media & Mobile Marketing Strategy.
  2. What would you recommend for Herschel’s social
  3. media strategy in the US at this point?
  4. Would it be possible to grow the business in China?
  5. What are the obstacles to growth in the US and China?

The company is expanding, and continues to rack up partnerships with valuable global brands. They now sell their bags and laptop sleeves through Apple’s highly curated stores and online, including Apple stores in China, which is the next chapter. So far, Herschel has only established a couple of small taste maker relationships, such as with Lane Crawford, which sells high-end brands (Jimmy Choo, Givenchy and so on) into Hong Kong, Beijing, Shanghai and Chengdu.

“Although we sell in all the surrounding countries around China, we’re really still strategically coming up with a plan for how we’re going to execute the business in China. You have one chance for a first impression, and when we enter the Chinese market, we’re going to make sure the first impression is on point,” Lyndon says. “We’re just scratching the surface.”

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Sources: Euromonitor Passport and http://www.theglobeandmail.com/report-on-business/rob-magazine/how-vancouvers-herschel-sells-millions-of-bags-worldwide/article26423150/

 

Mobile & Samples in Hong Kong

In the world of food retailing marketers like Costco have found that samples can boost sales. Some products have seen increases of 2000% according to an Atlantic report by Joe Pinsker in 2014. Sampling in stores is effective because the product is available immediately from the display and customers can make the decision to purchase right away. 

What happens when companies give out samples on the street? This is a popular strategy exhibited in my neighborhood in Manhattan where there is a lot of foot traffic.  Usually the company reps simply hand out the samples without any knowledge of the recipients or any follow up. Strong marketing is built on the notion of knowing your target and building relationships. Handing out samples to an anonymous group limits the ability of a company to track the result. These days analytics are a requirement for any strategy, so why should companies rely on blind faith for their expensive sampling efforts? 

One option that seems to work well in Hong Kong is to give samples only to those who provide follow up information. This is now very easy to do with mobile. In these photos reps of BioEssence are giving products to those who log their email addresses so that the company can reach them later. Not only that, but the added step means that only motivated interested customers will take the time to participate. 

Sha Tin
   

New Book: Social Media & Mobile Marketing Strategy

Coming in August 2016: Social Media & Mobile Marketing Strategy from Oxford University Press by Dr. Randi Priluck

 

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The practice of marketing has changed drastically in the past ten years and represents both challenges and opportunities for those who study the field. We are now firmly in the digital marketing era in which firms conduct business online and communicate with customers through a variety of digital and traditional media.

The new book Social Media & Mobile Marketing Strategies takes our current knowledge of the field and applies the best ideas to the world of social media and mobile marketing. Effective marketing strategies begin by segmenting and targeting markets, researching the environment, and understanding consumer behavior, and that is why this book focuses heavily on planning the strategy prior to execution.

A social media and mobile communications strategy also requires that one establish a strong digital presence on the Web and through online marketing prior to executing any campaign. Therefore, this book emphasizes planning and executing communications strategies, while keeping a clear focus on measuring the outcomes using clearly established goals and metrics. Finally, because there are legal issues involved in many executions, the final chapter reviews the law as it relates to digital marketing.

Learn social media and mobile strategy for your business or teach the topic to students.

Click here for a link to the site and to order your review copy.   Oxford University Press

 

Social Media Voting and Harambe

 

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As a professor of social media and mobile marketing strategy I approach the extremely sad incident at the Cincinnati zoo by listening to the social media outcry. On June 1 I looked at Tweetreach to determine the extent to which certain hashtags on Twitter earned views.This mini snapshot of the response showed that the hashtags associated with Harambe, such as #justiceforHarambe and #ripHarambe earned significantly more attention than the hashtag #isupportmichellegregg. But does this really mean that more people support the notion that the zoo was wrong in its actions? Certainly not. It is important to recognize that the Internet allows anyone to give an opinion on anything so easily that there is little consideration of the issue. There is so little reflection that a misspelling of Cincinnati Zoo (#Cincinattizoo) earned 277,465 impressions on June 1. Another problem with examining the online buzz is that it is really not representative of the response of the population. The only people represented in the buzz are those who chose give their opinions online on certain social media sites. So, the loudest and most active on Twitter tend to be heard and others with opinions who don’t post are not.   Aside from writing a book on Social Media & Mobile Marketing Strategy (Oxford August 2016) I am also a mom who watched the video of the child dragged by the Gorilla. The zoo had no choice but to intervene to save that boy and should have secured that enclosure so that children can’t get inside.   It is a terribly sad incident and one that could have been avoided. So, #justiceforHarambe is likely to continue to earn impressions online.

 

 

 

How Teaching Social Media has Changed

I started teaching a course called Social Media & Mobile Marketing in Fall 2013.  At this time we were working on developing our MS in Social Media & Mobile Marketing program and coming up with new courses to enhance the digital offering.  We chose the title Social Media & Mobile Marketing rather than digital marketing because it was frankly, sexier.  Screen Shot 2016-05-13 at 12.06.34 PM

Now it is 2016 and teaching social media has really changed.  Here are some of the things that are different than they were in 2012 that marketing faculty should consider. These days teaching social media is about evolving and continuously learning new elements of digital strategy.  The same old graying notes just don’t work anymore.

What has Changed about Social Media Marketing

1. Reduction of organic reach, but not gone

There was so much initial excitement over reaching people for free on social media platforms that teaching social media was about how to create beautiful Facebook pages and Twitter feeds.  The focus was on getting new followers or ‘likes,’ which meant that people were opting-in to see your content. And, they were seeing your content. In the early years your video could ‘go viral’ and get attention without paid media.   Today there is so much clutter it sometimes become necessary to consider traditional media – imagine that.  As a result faculty should be prepared to include a discussion of traditional media and how they fit with a total integrated marketing communications strategy.

There is still some organic reach, but now marketers have to think about how to build reach by encouraging others to share content or using paid media.  Getting your stuff in front of eyeballs is now more important than matching the right platform with the right message.  Content management tools can really help.

2. Importance of content sharing for SEO -no more gaming Google

The wild west of the internet is over.  In 2012 we taught students about black hat tactics and white hat tactics for gaming Google’s algorithm to get to the top of the results page.  Now, the algorithm is set to give preference to companies that create great content that is shared, emphasize links that get a lot of clicks and prefers stuff on Google+.  SEO is a very important part of teaching social and I recommend using Search Metric’s Rankings Factors:

Search Rankings Factors

3. More B2C brands using social

Back in 2012 the biggest users of social media were B2B firms.  Today, 84% of B2B firms still use social media (http://www.hubspot.com/marketing-statistics).  What is different is that B2C firms have increased their spending in social.  According to the Content Marketing Institute:

B2C marketers have made impressive progress over the past year with documenting their content marketing strategy (37% have a documented content marketing strategy vs. 27% last year).

4. Growth of new platforms- teaching the specifics of any one site is useless

As the demand for social media grows so do the market entrants.  In 2012 we had Facebook, YouTube and Twitter.  Pinterest was just coming onto the scene and Instagram was a baby.  Now we have a whole host of newer social media applications that surprise, are harder to manipulate as they are less public.  Teens are moving to sites that allow them to share privately and away from marketers.  Sure there is Snapchat, but kids also use text-message services.

Facebook may have reach, but it just isn’t as cool.  What is a marketing prof to do?  First, do not teach the details of using any social media platform.  The students already know how to post on any site.  You have to teach 360 degree communications strategy and how to integrate.

Another key to teaching social media is to teach students about goal setting.  They should always ask: what are the goals I want to achieve and how will I get there?  Of course, these should be measurable, reachable and time specific.

What has NOT Changed about Social Media Marketing

1. Marketer still say they do not know how to measure results from social media

According to Social Media Examiner’s 2015 study, 88% of marketers still want to know how to measure their social strategies.

This is the real opportunity for teaching social.  Marketing professors should teach analytics to students so they know how to track and manage social media strategies.  These include: return on investment, key performance indicators, goal setting, A/B testing and Google Analytics.  And, for some platforms marketers have to build in methods for tracking success prior to executing the campaign. For example, using coupon codes.  That is the real value of a social media course in 2016.

We marketing professors no longer have a free ride when it comes to teaching marketing. Digital media evolves so quickly that we have to stay on top of current tools to keep up with the times.

 

 

 

Do Iconic Figures Boost Social?

 

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A study by Kwak, Puzakova and Rocereto in the Journal of Marketing found that when brands use a human-like figure to represent their brand in advertising people may respond more favorably toward price increases – but only under certain circumstances.  Many brands use icons to promote messages about their product such as Ronald McDonald, the Pillsbury Dough Boy and the Jolly Green Giant.  But what is the advantage of spending millions of dollars to associate your brand with a figure?  Like with most research the answer is that it depends….

The researchers tested two types of consumers, those who were focused on their own needs and those focused on the needs of others.  When people were self-focused they tended to see price increases as more unfair with humanized brands. However, when people were directed toward the needs of others they found both price increases and decreased to be more fair when brands were humanized.

It just goes to show you that the situation and context really matter when examining consumer behavior. A strategy that works under a certain set of circumstances may not work when consumers have other thoughts and feelings in mind.  The lesson for brands is to be sure to test strategies to see what works and what does not and monitor success against a set of measurable objectives.

The Social Media Marketing Quiz

 

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Are you a social media marketing maven?  A digital native or just love social media? Then, test your knowledge of social media marketing by taking this 10 minute quiz.

You will be asked 32 questions about social media and about your usage of social platforms. Learn your score at the end of the test and see where you stand in the world of social media marketing.

The test determines your knowledge of social media marketing strategy, key digital terms, metrics, platforms, target markets and global usage.  How much do you know?

Test Your Knowledge Quiz

Provide your Email address at the end to be entered into a drawing for a $100 gift card.

 

 

Why Skittles Completely Missed the Advertising Mark on This Year’s Super Bowl

Read my post on Social Media Week:

skittles

This year’s Super Bowl cost advertisers about $5 million for a thirty second spot. These ads represent a large proportion of some brands’ total media budgets so marketers should carefully consider their value. A brand should determine the ultimate return on investment for this strategy relative to other media options that could potentially buy more frequency for the message across a longer time horizon.

How can a brand manager evaluate the value of a Super Bowl ad?

The first consideration is the target market and brands should determine whether their target is represented among those who watch and pay attention to the game. CNN reported that last year’s Super Bowl had the largest viewership in television history with 114.4 million estimated viewers and 49.7 million in the coveted 18-49 age group.

The National Retail Federation predicted that 83% of men and approximately 70% of women planned to watch the game when they were polled in January 2015. In addition 83% of 18-24 year olds indicated they would watch the game last year. In 2011, the last year of available data from Sports Business Daily, only 16% of the Super Bowl audience was comprised of kids 2-17.

The second important decision on running a Super Bowl ad is the type of creative to plan. The message in the ad should be related to the product and the imagery should resonate with the target audience.

One brand spent over $5 million on the ad space and much more to hire a celebrity endorser who was completely inappropriate for the brand advertised. Which brand executed this major flop? Skittles.

To continue reading click on this link:

Why Skittles Missed the Super Bowl Mark

Bloglette: What is Digital Marketing?

Social Media and Mobile Marketing have to be executed in conjunction with a brand’s integrated marketing communications strategy.  That is why as a professor of social and mobile, I really teach digital marketing.  Here is a great map that shows connections and many of the important considerations for a communications strategy.

Digital marketing includes some key strategies such as search engine marketing, search engine optimization, social media, mobile marketing and the often overlooked, but very powerful – email marketing.

Here is a link for the full version and the chance to print the map for your wall:

Hallam Digital Tube Map

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