Tag Archives: #socialmediamarketing

Live from the One Day Immersion in TV, Cable & Digital Entertainment

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Pace University hosts an annual event for students and faculty called the One Day Immersion. Focused on the entertainment industry the sessions cover topics such as Super Women in Tech, The Best Career Advice and Non Traditional Media Methods. The keynote interview was with Richard Plelper, Chairman and CEO of HBO.  Dean Neil Braun asked a set of compelling questions.

Introduction

Richard Plelper started out in public relations and worked in that field many years.

HBO has 130 million suscribers in  160 countries. Game of Thrones is the brand’s most successful series.  But, it took a leap of faith to sign the show.

Getting to CEO

Good fortune is a happy accident, but following your gut is important. Breathe what you do.

Got in my shitty Honda and went to work in Chris Dodd’s office because of a deep interest in politics. Then started RLP International and convinced Bibi Netanyahu to sign the country Israel as a client to create a documentary on the challenges of the time.

HBO Value Proposition

We are about great story tellers. Hitting lightning twice with Sex in the City and Sopranos was luck. And, we played to stay there by listening like insurgents and finding the next great thing.  So when Lena Dunham and David Benioff came in…we signed them.

HBO is in the brand business, not the CPM business.  Great shows do it and I want to build addicts. The key is to focus on what elevates our brand and builds addicts across shows across demographics with great programming.

Data analytics is used to market to the 15 million undecideds out there in the US.

We created a stand alone internet service to give viewers access whenever they want. You can get us how you want to get us.  Apple provides access on their distribution and partner with them.

You have our whole oevre available on HBO Go and watch previous shows.

HBO is International

HBO’s brand is known globally.  It’s a revenue opportunity with great growth. Latin America, Asia and Eastern Europe demand indigonous programming and those shows do better than HBO traditional shows.

HBO Culture

Our culture is key. You need honest conversations where people are able to criticize those at the top. You must demonstrate that is true. For example, the decision to invade Iraq. How about Blackberry. What happened to their share? Someone only believed rich people would use them. Check me – don’t rush to a decision. Why do people have to be right instead of doing it right? It takes time. People need an environment to think together.

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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.”

Social Media Return on Investment (ROI)

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In my latest client meeting my team presented a social media marketing strategy plan to grow a social following. The goal was to position the brand as a thought  leader in the area of fashion and healthy lifestyles. Great.
Note, that for every additional dollar you spend on creating, managing and monitoring social media platforms you increase the necessary revenue you must generate to make it worthwhile.  By scheduling content to appear on multiple sites you are potentially increasing the revenue side, while not adding to the cost side. That sounds like good business.

Social Media & Mobile Marketing Videos

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Do you teach Advertising, Social Media Marketing, Digital Marketing or Media or Mobile? Here is a link to my YouTube Channel that divides the videos by the chapters and topics below:

Randi Priluck’s Social Media & Mobile Videos

Chapter 1: The New Digital Landscape

Chapter 2: Identifying Customers

Chapter 3: Discovering Insights

Chapter 4: Rethinking Consumption

Chapter 5: Developing and Distributing

Chapter 6: Pricing and Promotion

Chapter 7: Digital Imperatives

Chapter 8: Planning Communications

Chapter 9: Executing Strategy

Chapter 10: Integrating Media

Chapter 11: Mobile Touch Points

Chapter 12: Examining Metrics

Chapter 13: Legal Matters

Should Marketers Use Apps Like Whisper or Yik Yak to Reach Millennials?

 

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Whisper and Yik Yak are social media platforms that allow users to share anonymous posts on mobile and online. The services differ in a few ways. Whisper users post text over images and Yakkers tend to post mostly text.

Yik Yak focuses on a specific geographic region so users see posts only within a 1.5 mile radius of their location, while Whisper tailors people’s feeds based on geographic location. Whisper is bigger with more users, while Yik Yak tends to be more intimate, less commercial and frankly more lewd.

According to Business Insider, Whisper had 20 million monthly users in December 2015, while Yik Yak reported a smaller base of 3.6 million monthly users at the start of 2015. At the end of January 2016 Yik Yak was ranking as the 40-50 most downloaded social media app, while Whisper was ranking 20-30th according to App Annie.

Marketers may be wary of anonymous messaging services, particularly on Yik Yak since there are many objectionable posts using foul language and emphasizing bodily functions. Why might a marketer want his or her brand associated with this?

Click here to read about the three reasons to consider Whisper and Yik Yak.

This post originally appeared on Social Media Week.

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

snap whitehouse

I recently learned that the White House opened a Snapchat account, so I checked to see what President Obama had to show our youth. There were two snaps on there. The first featured the President on YouTube with a picture of him on the screen and the other was the VP riding in his limo.  There was no paid media here, just some pictures.

The Republicans, on the other hand, had a budget to put something up on Snapchat on the day of the last Presidential debate.  There was a live channel featured under Stories with pictures of people interacting with candidates – particularly Rand Paul, who is very photogenic on Snapchat, though he didn’t even make it to the big boy debate this time. Paul was an early adopter of Snapchat, but it has not done much for his campaign.  Here is why….

The Republicans have made use of the platform since the first debate and continue to do so.  Just because marketers do something, doesn’t mean that it actually works. It might just be that Republicans have money to spend and no real strategy for spending it.  The reason I say this is because voter participation among 18-24 year olds is traditionally low and those kids are less likely to be Republican voters.  In 2014 about 23% of 18-34 year olds voted in the election, while 59% of those 65 and older did so.

Source: Census Voting Data.

There were some reports in August 2015 that more 18-24 year olds saw the Snapchat coverage of the debate than watched it on TV, but I have yet to find the original article from Politico on this.  Sounds like urban legend to me since these kids are probably not doing either.

To be an effective marketer you need a goal and a clear strategy to reach a target from whom you expect a response.  Snapchat may be useful for certain strategies, but retaining your place on the debate stage may not be one of them.

 

 

 

Content Strategy from SiteVisibility

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Content marketing can be great for building your brand expertise in a variety of fields. Typically content is aimed at customers who can benefit from interacting with particular types of information. Another very important goal for content is to increase Google search engine rankings.

SiteVisibility is a UK SEO firm that really understands how to develop content to achieve key goals. One way to boost rankings is to encourage bloggers to link to your content. Kelvin Newman clearly explains his THEME model to make the most of content.  It starts with Tribes- those people who manage websites or blogs and have the motivation to link to your site because they want to publish interesting material. By engaging those bloggers and researching their interests you create posts that are so compelling they want to share. For example, Kelvin recommends interviewing bloggers and publishing what they say. Having relationships with influencers also makes them more likely to link to you.

Another key element to content creation is spending on paid media. These days if you invest in content, it pays to amplify it. Brands also must think of the goals and metrics in advance of content creation. What do you want that content to achieve and what measures will show success? Simply brilliant.

Here is a link to SiteVisibility.

It’s a great podcast.

How do Social Media Influence Attitudes?

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What comes to mind when you think of Chobani?  Now, consider Dannon and what that brand means to you.  The associations you made could lead to different types of attitudinal and behavioral responses and responses in social media.  Perhaps you want a thick Turkish yogurt with clear bold flavors or a more traditional French yogurt?  Maybe you are feeling like a little Paris in your life today?

Encouraging consumers to develop brand associations can help your social media marketing strategy by actually reducing communications costs.  When people have a clear picture in their minds of what your brand represents you don’t have to spend as much time, effort and expense telling them. Not only that, but people may share their ideas and thoughts about your brand in social media matching the associations that are clear to them.  That’s great for your earned media strategy right?

So what is the science behind these attitudinal processes?  Basically it comes down to a type of learning called associative learning or classical conditioning. Market researchers have examined variations on Pavlov’s original research with dog saliva and applied it to consumer salivation.

When consumers develop associations between advertisements and brands two processes may take place: direct affect transfer or inferential belief formation. Direct affect transfer occurs when consumers feel positive about elements in an advertisement and transfer the feeling to the brand. Inferential belief formation is when consumers develop cognitive thoughts about a brand from a communication, which could arise from an association.

When the consumer actively considers the information presented to him or her through a process of elaboration, the person enters into the realm of cognition, the act of learning through thinking and reasoning. Marketers using social sites for engagement can attempt to influence customers through either direct affect transfer or inferential belief formation. Both types of learning and the subsequent attitude formation can take place through social media or mobile vehicles.

For example, Domino’s Pizza wanted to change consumer attitudes toward their product after discovering that people thought the pizza tasted like cardboard. After some soul searching and sincere focus groups with customers, Domino’s improved the product and released a YouTube video discussing their problem and highlighting their solution. The purpose of the video was to change people’s beliefs about Domino’s. On the other hand Coca-cola’s app contest resulted in “open happiness” a mobile app for iPhone, Android and Blackberry that generates positive feelings, but does not provide a specific brand message.

Brands Influencing Attitudes Through Social and Mobile

Attitudinal Response Example
Direct Affect Transfer Attitudes are developed when the individual pairs the positive stimuli in an ad with the brand. Coca-cola creates “open happiness” a mobile app to share positive feelings.
Inferential Belief Formation Attitudes are developed through active thinking and reasoning of the message in the ad. Domino’s pizza releases a YouTube video showing their improvements to the product following customer complaints.

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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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