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Can internet trolling be a good thing?

Internet trolling, it is a term that is used a lot, but often negatively.

Is it however possible that internet trolling can have benefits?

Trolling is when someone aims to start “discussions” by posting provoking comments online with the deliberate intent to provoke people into an argument often for their own amusement.

So playing the devils advocate here, I don’t think that all trolling is bad. This is where we would be without trolling….

robo cop.pngNO MEMES: Internet trolling is how memes started. Trolling and trolling memes are everywhere, this is what we tag our friends in on Facebook on a daily basis, there are websites and Instagram accounts purely dedicated to this. Check out Jerry of the Day on Instagram, this is an account that aims to find the biggest dill of the skiing community and is full of funny videos, or photos of people going against basic ski and snowboarding etiquette

marjoramafbook1PATIENCE: Trolling has helped us to deal with the stupidity of people and basically increased our bullshit radar! There are so many posts on the internet that warrant a face palm moment for example see below.
The difference between trolling and bullying is one that is obvious though. Whilst it is fine to have a bit of a laugh at the post below, hey we all need some entertainment, at no point are you ever warranted to comment on someone personal traits or send “death threats, or insulting messages”.

POSITIVE TROLLING: Have you ever seen this is practice? Go have a look on Kayla Itines’ Instagram, look at a post of one of the women who have been successful in transforming their body. Look at all the positive comments, this type of trolling can do wonders, for something that people are so worried about sharing with others. I love a good positive troll, everyone loves a bit of loving every now and then.

ENTERTAINMENT: There are many different types of trolls, one of my favourites is thewvy7t6D.jpg grammar nazi, who can forgot some of Monash’s mistakes in recent advertising, sure trolling can do damage to your business, but only if you made the mistake in the first place. Let’s be honest, we all had a giggle at this mistake.

So whilst there are the shouters, the line-crossers, the preachers, there is also the generally-funny troller. Sometimes people say stupid things and deserve a bit of a rib. Whilst you have the right to reply you do have to keep your tongue in check and not be cruel. Just enjoy life and some people stupidity, wonderful things can happen.

Oh and remember that time that Internet Trolls decided to send Justin Bieber to North Korea?
Beiber was looking for the next place to tour, and public votes would decide where he goes next, internet trolls got on board to send him to none other than North Korea with 659,448 votes.

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What is SEO and does it really matter?

So there’s a lot of us out there probably wondering what actually is SEO, how do we optimise our workout and most importantly do you even need it?

So let’s start with the basics. Google being the search engine that everyone uses is how I will explain Search Engine Optimisation (SEO).
Google has a complicated algorithm designed to rank websites. They search your website and determine how valuable your website is using their crazy little google-bots. We as marketers and web designers need to keep those google-bots happy to master the art of SEO.

google-bots.jpgIn order to master SEO and keep the google-bots happy there are a few things you need to do.
First, you need to have your own domain with original content. But don’t just have writing, put in photos, videos, even podcasts, you need to make sure your website is interesting.
It’s like going to the mall for sushi, there’s often 5 different sushi restaurants, but you don’t want the mediocre one. You want the sushi restaurant that has variety, is fresh, is a nice venue and has tasty food. This is the same with your website, you need to give something valuable to the google-bots to keep them happy and therefore recommend
you to others on their search engine.

So is SEO actually important?

In a word, yes. SEO is important for a few reasons.

  1. Traffic: The difference between being the number 1 search result and number 10 can be thousands of visitors a day, or even hour. Here’s a crazy fact, your website traffic drops 57% if you are not on the first page of Google.
  2. Revenue: If traffic doesn’t interest you, revenue should. The more popular you are the more money you make. Search into Google right now “Best burgers in Melbourne”. Huxtaburger is the first result that shows up for me as well as several articles naming the best burgers including Urbanlist which I click on. Urbanlist has made a fortune providing relevant, valuable content for users like myself trying to find where to eat, which in turn has led to them earning big dollars of sponsored posts. In comparison timeout, even though it has been in existence longer, has less valuable and relevant content and now makes less revenue in a year compared with Urbanlist.
  3. It is easy to measure, if you need to look at growth, success and how you are tracking compared with your competitor SEO is a great tool.

So as a marketer, yes, SEO is important and here are a few key starting points:
-Be mobile friendly
-Have valuable, in-depth content
-Get other people linking into your website (external links)
-Ensure there aren’t holes in your links
-Use keywords in headings, page titles, names, the URL and image tags

Now go keep the google-bots happy, and let me know if you have any other useful tips.

How Netflix knew House of Cards would be a success – Big Data

Netflix, we’ve all heard of it, most of us probably have a subscription. But how have Netflix managed to become one of the most well known companies worldwide? Through big data!

Netflix started off as a DVD rental service before making the switch to an online streaming platform. In switching to an online streaming platform their ability to collect data on users preferences grew exponentially. Similar to Amazon.com they could now use algorithms to suggest TV shows for users which increased consumer satisfaction and raised subscriber numbers.

But the way they really used big data well was to change the way that TV shows are developed and released. With access to over 50 million subscribers data, they are able to analyze consumers habits and preferences when it comes to TV shows and movies.

So whilst Netflix have used big data to form algorithms such as movie tagging and recommending movies you may like, the most interesting way I believe Netflix has used big data is to come up with their original programming such as House of Cards.

o-NETFLIX-facebook.jpgThe House of Cards example
When House of Cards was looking for a home, Netflix knew a few things through their analytics and big data
-They knew that a large majority of their viewers enjoyed programs directed by David Fincher
-Subscribers also liked programs featuring Kevin Spacey
-Netflix users enjoyed the British version of House of Cards.

In knowing the above Netflix set to outbid other networks for the TV show, believing that through their big data analysis that this show would be a massive hit. And House of Cards was exactly that.
Netflix then continued to use data driven methods to promote the TV show basing the cover image and styles that had previously been successful for TV shows and movies on their site.

Netflix has continued to use their data to create their smash-hit Netflix TV shows including Stranger Things, Orange is the New Black (produced by the same producer of successful TV show Weeds, that many watch on Netflix) and Jessica Jones (based on success of Deadpool, Daredevil and the rise of Marvel)

As you can see Netflix has made some big decisions based upon big data to further their business offerings but also to keep subscribers happy and staying for the long haul.

So what do you think of Big Data, do you think Netflix used it well? How many of you have tuned in to watch a Netflix Original Series?

Which social media metrics actually matter?

With so many marketing metrics around it is hard to determine which ones actually tell you the relevant and helpful information.

Whilst some metrics are easy to track they don’t actually tell you much information about how your company is tracking.

To actually understand the effect your social media is having it is important to look deeper into the results and data.

Whilst it is important to keep track of likes, shares, post reach and engagement there are a lot of other tools that can tell you how your brand is tracking. As unfortunately just because someone likes your post doesn’t actually mean they engage with your brand directly or continue onto your website to buy anything.

The five metrics I believe are most important in telling you how your company’s social media efforts are tracking are detailed below:Image result for google marketing metrics share of voice1. Share of Voice: Use Share of Voice to see how you stack up with your competitors.
to do this track the mentions of your brand and also more importantly your competitors and compare these over time. When tracked over time, share of voice can illustrate how your social campaigns are tracking and how you are going in relation to competitors.

2. CTR (Click through rate): This tells you how many people are clicking on your posts or advertising and actually visiting your website.
CTR can be combined well with A/B testing to determine which is the best way to post for your brand.

3. Conversions: Conversions are the way to measure action. This can simply be measured through the number of conversations or comments generated through your social media post.

4. Amplification Rate: helps to measure intangible aspects such as brand awareness. It describes how often and how far your content gets shared – its reach. This can in turn help you to determine which content generates the most interaction and awareness.Image result for facebook marketing metrics

5. Engagement: This is one of the easiest things to track. tracking how many people engage with your brand – clicks, comments, shares – can demonstrate how interested people are in your brand and how the interest tracks over time.

It’s been great to share a bit about the social media metrics and blog stats I believe to be most valuable. I’d love to hear which ones you use in your marketing strategies!

Share your favourite metrics in the comments, or feel free to ask any questions

Starbucks and Mobile Marketing

If we have learnt anything in recent years about social media and technology, it is that the mobile phone is rapidly becoming peoples device of choice for finding out information, keeping in touch with their social networks, and browsing online.

Many companies have begun to take on mobile marketing but there are few that do it well.Unlockd-Starbucks-01-450x300.jpg

One of the companies that have done it incredibly well in recent years is Starbucks.

Starbucks has used mobile marketing in a variety of ways including foursquare, Snapchat but most importantly their Starbucks app.

The Starbucks app allowed customers to do several things on their phone including locate nearby stores, be part of the loyalty program and load funds onto cards.
Starbucks has more than 14 Million active users of their mobile apps and process approximately 8 million mobile payment transactions per week. With over 18% of transactions occurring online, this mobile marketing has definitely been a success. But what have they actually done to obtain this success.

blog-Gamification-mobile-marketing-and-Baby-Boomers-Starbucks.jpgStarbucks early on realized that people are much more likely to use mobile coupons in comparison to print coupons. By launching an app that made customers lives easier they built trust and loyalty.
The app rewarded customers with stars after purchases and once obtaining a certain number of stars prizes were redeemable. This loyalty program kept people active on the app and also promoted frequent spending and loyalty to Starbucks who in turn got vital information on customer spending habits.

As part of Starbucks mobile campaign that linked with their app, SMS messages were sent Location-Based-Mobile-Marketing-Exampleto customers with a link to fill out a survey which then gave them more stars on the app that went towards free beverages and food, they have since also sent SMS to customers that advertise their Frappuccino Happy Hour and also offers when people are near certain stores which people then re-tweet, or advertise themselves on social media (location marketing at its finest).

The most recent and most successful feature in creating profit for the Starbucks app has been the ability for people to pre-order beverages and food through the app at their chosen store and pay through the app on their phone, this has driven sales up rapidly and engaged millions of consumers to become active users of the app.

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I believe there are a few important takeaways from Starbucks mobile marketing that explain how to use it effectively.
1. Know what consumers want and be there when they need you
2. Be useful, customers will get bored of you if you don’t offer immediate answers but also interesting ways to get these answers.
3. Remember you have limited time to capture your prospects attention, therefore prioritise.
4. Be compatible with ALL MOBILE DEVICES!

So whilst this app isn’t available in Australia… yet, do you think it is something you would use?
What other brands do you think have utilized learnings from Starbucks to better their mobile marketing?

Social Media Marketing and ‘Sausage Party’

Sausage Party is a movie, for those of you wondering. It was released just a few weeks ago in 2016 by Sony Pictures. The audience for this movie is a younger generation, people aged 18-29. The type of people who are the hardest to attract to the cinemas, and instead are more likely to download movies online or watch on streaming sites such as Netflix.

So how did Sony Pictures manage to release a film that not only debuted with successful return but also with a large crowd of 18-29 year olds?

Sony realised that it’s audience were young, that they were tech savy, and also that advertising is received in different ways compared with their normal target audience.

snapchat.pngSony Pictures decided that rather than follow its usual promotional campaign for movies that they would change it up a bit by utilizing platforms such as Twitter, Youtube and Snapchat. Sausage Party was the largest digital marketing campaign ever for the studio with nearly half of the promotional spending being on online efforts.  They ensured their marketing was share-able, like-able and tweet-able.

Snapchat is a social media platform that keeps adding new features and functions that are loved by younger users for a variety of reasons including privacy (snaps are permanently deleted within a set period of time), the in-the-moment functionality of Snapchat and its individuality.1RbPA94qLXSCOoE7.jpg

One of the main reasons however that Sony utilized it is due to the fact that it is one of the only and major social media platforms developed only for mobiles, and not desktops as well (such as Twitter, Facebook and YouTube). Young people are constantly on their mobiles and Snapchat is a great way to tap into this.

Sony Pictures utilized Snapchat to send snaps of the launch party to users as well as to
celebrate national hot-dog day. Their Snapchat launch party was shared through popular website Buzzfeed to attract more viewers.This use of social media worked well to build hype closest to the release of the film and also get Snapchat users who may of stumbled across the snaps curious. This curiosity in turn led to them googling ‘Sausage Party’ which has the first result as the YouTube video posted.

Sony utilised YouTube to  post their ‘Red-band’ trailers of the movie. A lot of the movie content is not appropriate for normal advertising, it would be banned at the drop of the hat. But on the world wide web, anything is fine. YouTube enabled Sony Untitled.pngPictures to share the inappropriate scenes, the funny scenes and the explicit language throughout the movie. People could actually see what they were going to get from the movie. And young people love one thing more than humor, honesty. If you want to check out the trailer here along with the 4 million others that have shared it, the link is: https://www.youtube.com/watch?v=9VoNgLnjzVg – see share-able!

Whilst Sony also used other forms of marketing they utilised social media and digital media best. Through properly realising what their consumers wanted and the best way to target them ‘Sausage Party’ is one of the first movies to be successfully marketed through social media as the main platform

Is there any other movies that you think have used social media well to advertise?
What do you think of the ‘Sausage Party’ campaign?

How ‘Sausage Party’ Used a Digital Marketing Blitz to Draw Crowds

 

How Nike Women made me part of their brand community.

Nike Women has always been a well known brand, but most women interested in sports saw their runners as something that looks cute on your feet. Personally as someone who is in the gym everyday or playing soccer 3 times a week, I thought they didn’t have enough support and would pick Asics or Brooks runners over them any day.

But things change and now as I sit and write this post in my Nike runners and tights I
realise, I am one of their success stories due to their extensive marketing campaign run through the last 2 years.

A couple of years ago, Nike realized they were out of touch with the female market, especially those who took sport seriously. That is how Nike Women began.

UntitledThrough extensive research Nike found that women often work out and run alone, but crave a common community to talk about their stories and listen to other women’s stories. Nike then launched new platforms through their Nike Women’s page – a running community, soon after also Nike Training Club was launched which focused on women working out and growing stronger, through a variety of circuits that involved weights and cardio drills.

2 years ago ago I was in a lull, unsure of how to push myself harder at the gym, go that little bit further. I work out alone, and like many girls was put off the weights room by the lack of females in there. But scrolling through Facebook one day an event showed up in my news feed. It was the Nike event She Runs the Night, this was through the Nike  Women community. A community of over 4.7 million followers (2016), what better place than here to find some new tips, and a place to engage with other runners and fitness fans. NIKE-Training-Club-Event-Melbourne-Forum-Theatre.jpg

Nowadays Nike Women has events all over the world. As a user of the Nike Training Club app, I have shared workouts with girlfriends, done the “She Runs the Night” run, and also have partaken in the Nike Training Club sessions that run in the city each week and are booked-out consistently. So how has Nike done it?

Nike has been sure to engage every single potential consumer out there and ensured that rather than just having a brand page, they have a brand community. A brand community is how you get people involved with your brand, how you get them to engage, form relationships and most of all buy their shoes (it worked for me, how about you?).

Nike-Women-Training-Weekend-Bondi-Beach-Sydney.jpgNike Women has been one of the success stories on Facebook realizing that advertising on Facebook doesn’t really work, brand communities do. Through extensive research Nike Women has managed to segment their market well and in turn how to target them all effectively. Here are the few tips that Nike Women has proved work in order to build a brand community and keep followers engaged.
1. Use a variety of content types and ensure it is user interactive.
2. Use brand ambassadors, not just celebrities, but engage every-day girls who will spread the word on their own face book or social media channels.
3. Have conversations with your users, respond to them, customer service is key, and many women users just want someone to listen to them, be that person.
4. Have consistent posts, and interactivity on Facebook. Be active always, this allows people to connect with you.
5. Inspire, encourage, and delight.

So what do you think, do you think that Nike has done it well? DO you think there are things that Nike could have done better? And most importantly who has now fallen to Nike, how many of you now run in Nike shoes, or clothing that probably didn’t 3 or 4 years ago?7739ad78fea778255a53f4b0987b1cfd.jpg

 

Social Media and leveraging your brand.

How does one actually use social media effectively to leverage their brand?
It is the questions that businesses are now paying consultants and social media experts millions of dollars a year.

Why might you ask is social media so important, well there is a few reasons.
In today’s digital age, social media is an important tool to use to not only reach customers but to also engage with them, find new potential customers and create relationships which in turn leads to brand loyalty.

With over 50% of consumers now accessing social media everyday, and over half of social media users reading reviews before making purchases using social media in your businesses marketing plans is vital.

There are several important steps in order to leverage your brand effectively, but the four that I believe to be most important to ensure that you are using social media effectively in leveraging your brand are listed below.

  1. Choose the right channel. If you are a restaurant there are two obvious ways that many successful “brunch” cafes in Melbourne have used social media to leverage themselves. First they have used Instagram, pretty images, hash tags, and the ability for people to see the food first hand is vital (lets be Untitled.pnghonest, how many have of you have based your trip to a cafe based upon something you saw on Instagram?). The other social media channel that many have found successful is sponsored blog posts through well known and followed blogs and newsletters such as Broadsheet and The Urban List (right).
  2. Stay active! No one wants to follow a brand that only posts once, maybe twice a week. 1.pngThis gives us nothing to read, nothing to keep us entertained.
    Looking at The Western Bulldogs for example often post on Facebook 5 or 6 times a day, as well as on Twitter (left) and Instagram too. It is important to stay active in order to stay relevant. In saying this though, don’t just post because you can or have to. Make sure the posts are relevant to your audience and are gaining enough views (look at your analytics). Looking at The Western Bulldogs twitter on the left they have several posts in the one day, but all are consistent in their themes and also differ in content.
  3. Ensure that your content changes throughout posts. Have some videos, some posts, some information about your brand or spokespeople. Keep it simple but also keep it interesting. Re-posting followers and other peoples articles is also a great way of engaging more people with your brand (Pinterest is a great platform for this which Nike Women has utilized well (feature image)). The fitness community is great at this – The Facebook page Nike Women, has a variety of sources, often re-posting other brands, fitness bloggers and their followers. They also form their own content which features often, including their first ever scripted you-tube series.
  4. Be interesting. ChpOWJgVEAAx5-Q.jpgThere are no rules in social media, be unprofessional, make mistakes. This is how you connect with a larger audience. Snap chat filters are a great way to do this, Starbucks in the USA recently had several filters that allowed users to take cool photos and interact with the brand on a different level, and allowed them to advertise their “happy hour”.(Image : https://pbs.twimg.com/media/ChpOWJgVEAAx5-Q.jpg)

These few tips and examples of social media will hopefully give you a better idea of how to leverage your brand to create new opportunities but also strengthen existing relationships and build brand image.

What do you think? Do you think there are other things businesses need to do in order to use social media successfully?
Has anyone got any other good examples of brands leveraging social media well?

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