Pop Culture Platforms Boost Brands

 

Every year brands use the Super bowl to launch their products to the top.

Budweiser has captured America’s heart with a small yellow puppy, Oreo used the ‘Dunk in the Dark’ tweet after a super bowl blackout in 2013 and this year Red Lobster responded to Beyoncé’s new song, “Formation”.

In this racy song, top artist Beyoncé, says in the first verse, “When he F*%$ me good I take his a$$ to Red Lobster because I slay.”

When brands receive unexpected attention during these events, it is in their best interest to play on that attention in a clever way.

When the lights suddenly went out in the 2013 Super Bowl against the San Francisco 49ers and the Baltimore Ravens, they responded on Twitter with, ‘Power out? No problem! You can still dunk in the dark.’ This tweet gained so much attention that it was retweeted over 10,000 times in the first hour. It received more comments, attention and views than their commercial.

When these opportunities arise, creatives have minutes to put together graphics and any other details they would need in order to keep relevance and respond in a positive way.

When Red Lobster was given this opportunity they responded with a graphic of their cheddar biscuits and the tweet, “’Cheddar’ Bey Biscuits” has a nice ring to it, don’t you think? #Formation,” and tagged Beyoncé.

The tweet received thousands of retweets. However, it also received thousands of negative reactions.

Many believed that Red Lobster should have capitalized more on this moment and been more creative.

Therefore, they sent out another tweet that said, ‘You definitely slay, @Beyoncé. Thanks for one heck of a weekend.” They also attached a photo of her halftime performance.

All Red Lobster sales have increased by 33% in result of the new release of “Formation”, and seem to be gaining a lot of notice due to the mega-attention Beyoncé is gaining from her black panther performance.

Thankfully Red Lobster was able to bounce back from their weak tweet and gain a more positive response.

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Social Media Buzzing with Publicity

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Social network ad spending is expected to hit $23.68 billion worldwide this year. This is a 33.5% increase from last year. By 2017, social media advertising will reach $35.98 billion. This is 16.0% of all digital ads spending globally.

Paid Advertising on Free Apps

Advertisers should be allowed to tell us paid advertising on social media is marketing because Internet ads have surpassed newspaper advertising, among with many other. Most ads are coming from mobile apps such as Twitter, or Facebook. Facebook generated 66% while Twitter on the other hand produced 85% of its’s sales from mobile advertising in the same quarter, equaling $320 million.

This proves that promoting via social media is a real trend worldwide. It leads sales and marketing subdivisions. There is a constant increase in social advertising, and the amount spent in the marketing departments has shown that. Why not take advantage?

Growing Your Business

Hootsuite’s CEO Ryan Holmes put together six ways to use social media ads to grow your business. The tips consisted of:

  1. Use free social media to beta-test your paid social ads
  2. Take advantage of targeting features
  3. Rotate ads frequently
  4. Use small samples to A/B test your social ads
  5. Understand how ads are sold
  6. Design your ads with smartphones in mind

So not only do the free apps gain money by companies investing ads or sponsorship, but it also benefits the companies business as well. It’s a mutual relationship because companies are aimed at the target audience, while the free app is gaining profit.

Social Media in an Advertising World

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A few years ago, our world was social media-less. Today, it is hard to think about a world without social media.  We focus our lives around social media and have some kind of contact with it every day.  As an ad/ PR major at ACU, I have learned how crucial having an understanding of social media can be.

Today most people spend their time online. In fact, Pew Research has found that “74% of adults that are online are using social media.” For working professionals, social media is a way to tell a story, advertise and communicate with your consumers.

Between Ad week and the Working Media Group they have named the top contenders for social media portals that professionals need:   

  • Twitter/ Vine
  • Linked In
  • Instagram
  • Pinterest
  • Facebook
  • You Tube
  • Google+
  • Snapchat
  • Tumbler
  • WhatsApp
  • Reddit
  • Flicker

“Marketing is no longer about the stuff that you make, but about the stories you tell.” -Seth Godin

Marketing Land says , social media is the best way to find potential clients. “Social networks are a good option for advertisers because of the advanced targeting options, reliable conversion tracking, and prevalence on mobile devices. Mobile users are already checking Facebook, Twitter, LinkedIn and/or Pinterest multiple times a day, so advertising to them while they’re within those apps is the best way to reach them without being disruptive.”

Long story short social media has become the 21st century advertising . “Consumers media habits have become a mashup of devices, platforms and content. Use this as an advantage to plan and execute programs that work across channels.”

Perfect Timing in Social Media

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Social media is a huge defining factor for many businesses and professionals. With new platforms emerging each day, it is easy to see that it is here to stay.

It is not just enough to have a Twitter account or Facebook profile anymore. In order for what you say to be seen by your followers and friends you have got to know when to post.

Two of the original juggernauts in the social media game were Facebook and Twitter. The sites are now huge platforms and still growing. You should learn how to keep your head above the thousands of other posts to these sites with this info graphic and article from AdWeek.

A picture is worth a thousand words but if no one sees it, did you really share it? If sharing pictures is more of your social media style, this article from webtrends.com on when to post to Instagram has got you covered.

LinkedIn is one of the top social media sites for professionals, and knowing when to post is as essential as a pen on a CEO’s desk. This post from socialmediaweek.org shows when to post to LinkedIn and other social media platforms.

DIY Divas rejoice, for you will finally know when to properly post so that everyone can see your hand-knitted penguin sweaters! This article will definitely help those creative, crafty types who frequent Pinterest.

Now that you know when to post to social media, you need to know when to stop yourself from hitting share.

You do not want to fall into the graveyards that are the dead zones of social media so here’s another post from AdWeek to keep you alive.

Now that you’re armed with all of this social media knowledge, get to posting! But only during the best days and times of course.

Social Media in Public Relations

Before a bigger audience in social media was present, public relations resorted to press conferences, various news releases and advertising to drive conversation. For the last couple of years, the role of public relations in social media has amplified in many, if not all, media platforms. Creating newsworthy conversation has been a tactic a public relations has resorted to. With millions of active users on social media, public relations have risen as a solution for companies. Public Relations has helped companies gain customer activity that they need.

Public relations falls under a greater umbrella of marketing strategies that companies use for their personal gain. Through this process, public relations can be the gateway of conversation and participation between a company and its target customer. According to Jim Dougherty, “65 percent of all PR departments are responsible for the social media presence of their companies.”

Public relations can be used as a tool to build relationships. With companies competing for the spotlight, creating customer growth and loyalty is important. One of the best ways to do this is by intergrading all social media platforms. Several companies, such as Burt’s Bees, have had successful PR campaigns on Facebook. Using social media can help a company promote a product or service.

Public Relations is a strategic communication process. PR helps build beneficial and mutual benefits. It has transformed the use of social media. Collaborating media public relations and other marketing strategies, can lead to a company’s success.

The Real MVP

Few things have changed recently in the world of ACU Journalism & Mass Communication. Students are still required to do an internship, learn multimedia techniques and work for the Optimist or Morris + Mitchell.

One student, junior Daniel Zepeda, does work within the JMC department that branches throughout several ACU media platforms. In his first year as sports director, Zepeda oversees all sports coverage the Optimist provides in print, Internet and video.

“Ultimately, I make sure that all three platforms are speaking with one voice in our coverage,” Zepeda said. “That means the print coverage is equal to video, video is producing the same level of content that the website is and visa versa.”

The Sports Director position requires Zepeda to run the sports section of the Optimist and have all platforms covered during ACU athletic events. He writes and assigns recaps, previews and athlete features, has videographers covering each game from different angles, creates highlight reels for acusports.com, and is a producer and contributor for the Ken Collums Show. Though he has a committed staff to rely on, he ensures nobody drops the ball.

The sports director position has been around for a long time, but only within the past decade or so has Internet coverage been such a huge part of Wildcat news. Zepeda and his predecessor, Matthew Sloan, were the first to apply social media to ACU sports.

With Zepeda at the helm, the ACU Sports Twitter page has become a reliable source of game coverage and news. In the fall of 2013, Zepeda started using Twitter more often, tweeting out athletics schedules, game finals, news and updates, along with stories and video packages.

“As far as Twitter goes, I consider that my personal baby,” Zepeda said. “We went from 75 followers when I took over to nearly 600 today. With everything moving towards the Internet, it is impossible to stay relevant without an online and social media presence.”

With another year to go before graduation, it will be exciting to see what else Zepeda can accomplish before his time at ACU is up.

THE SOCIAL MEDIA PHENOMENON

Did you know?

  • Social networking sites are a top news source for 27.8% of Americans, ranking below newspapers (28.8%) and above radio (18.8%) and print publications (6%).
  • Students who used social networking sites while studying scored 20% lower on tests and students who used social media had an average GPA of 3.06 versus non-users who had an average GPA of 3.82.
  • 35 global heads of state, every US Cabinet agency, 84% of US state governors, every major candidate for US President, and more than 40% of top global religious leaders are on Twitter.
  • In July 2012 Americans spent 74.0 billion minutes on social media via a home computer, 40.8 billion minutes via apps, and 5.7 billion minutes via mobile web browsers, a total of 121.1 billion minutes on social networking sites.

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Social media in today’s society has become the fastest form for news spread in the world. It is something that has shaped and will continue to shape the way we see events, how we share our opinions and how we receive information.

Why is social media have such an additive connotation on todays public? Is it because it’s the quickest way to show the world what our cat is doing? No. It is revolutionizing the way we get our news and the way we give fame to an avid vine user through the art of simplicity.

I would say that the majority of the people you would ask would say that social media does more good than bad. Compared to 20 years ago, if a national crisis occurred, the entire population could be notified in a matter of seconds through a push notification.

One of, if not the only downside to social media is falsified information. It is very easy to throw out non-factual info, but if you are just simply smart in your reading, you can catch the phonies.

With the click of a button you can virtually find anything you are looking for. We are being intuitively challenged with this in the JMC department through live tweeting events, conducting research and presenting findings on how influential and devoted the world is to social media as a whole.