Wayne Lapasa

Sharing my Digital Marketing thoughts one post at a time.

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Using Sysomos to find social data…like Beyoncé’s Pregnancy

When Beyoncé makes an announcement…

Beyoncé is one of the world’s most famous celebrities in the world.  Entertainer extraordinaire.  22x Grammy award winner.  Fashionista. When she makes any announcement, her audience and news outlets report it.   The Queen B has been known to do things differently like her self-titled 2013 album released without any marketing promotion.

In a previous era where stars would send out a press release through their publicists, Beyoncé took to her Instagram account to share some exciting news.  On February 1st, 2017, she addressed her 96.9 million and counting followers that she and husband JAY Z were expecting twins.   Using a social media analytics platform like Sysomos, you are able to find out various forms of data on what Beyoncé’s audience are talking about.

Sysomos is Insights-Driven

Sysomos is a Toronto based company with their MAP (Media Analysis Platform) being their bread and butter for gathering social media generated content.    It is a very powerful tool for measuring analytics and social engagement.

Some of the benefits that  Sysomos is a great resource of information for Digital Marketers:

  • Analytics
  • Boolean
  • Buzz Graph
  • Competitive Analysis
  • Gender
  • Geography
  • Keyword Analysis
  • Most Re-Tweeted
  • Selected Date Range
  • Sentiment
  • Share of Voice
  • Social Influence
  • Social Media Monitoring
  • Social Trends
  • Web analytics
  • Word Cloud

Sysomos is a great social media analytics tool for a variety of reasons.   A lot of businesses are using this platform to find out audience insights.  While this platform is subscription based, Sysomos is highly recommended for the variety of data it can populate.  Compiling social media data for reporting is simple to perform.  Recently my group did a sample crawl presentation on Beyoncé.  We focused on what her audience’s sentiment was, who the top influencers were talking about the pregnancy announcement and more.

The 4 Stages of Influence Marketing

1) Traditional Word of Mouth

Traditional Word of Mouth marketing refers to the process of passing information usually of a product or service to a non-commercial partisan without any financial gain.  It is possibly the most recognizable form of promotion and most influential among consumers.

Word of mouth techniques usually are best applied through friends and family.  Roughly 92% of consumers actually prefer to be recommended a product or service by someone they know.   Word of Mouth marketing also known as WOMM, is responsible for 20-to-50% of all consumer purchasing decisions.

Word of Mouth

Pros

Cons

–          A free referral, no cost at all to the product company

–          Company saves on advertising $

–          Friends and family become a trusted source in purchasing influence

–          Negative reviews on a product can harm a company’s reputation

–          Not easy to monitor WOM purchases from a marketing metrics perspective

–          Process may take a while to spread interest immediately

A recent example where Word of Mouth marketing worked huge wonders was at the 2017 Golden Globes awards show.  Donald Glover proclaimed in his Best Actor in a TV Comedy series speech that the Migos song “Bad and Bougee” was his favourite track.  With Glover essentially co-signing the Atlanta rap group on a national live broadcast, it helped sparked curiosity of the trio, who were not known to the mainstream masses.

Migos’ Spotify streams soared to an astronomical 243% increase within 24 hours.   The song also jumped to #1 on the Billboard Hot 100 thanks to Glover’s mention.  In the past, CD sales would have been the medium to measure, but that process would take roughly a week to get the results.  In this new age, numbers are produced within hours thanks to social currency.

Another Word of Mouth example is the clothing brand Roots of Fight.  They are a Canadian based apparel company that has licenses/royalty deals with select retired sports athletes.  Since 2012, their retro inspired designs continue to be a major success with sports fans – including the athletes and entertainers as well.

According to a 2015 AdWeek article, stars from The Rock to JAY Z and Beyoncé have been photographed wearing the brand while being compensated $0.  Roots of Fight scored large in Word of Mouth marketing without heavily investing into their own marketing and advertising.   Instead, consumers of the brand famous and non-famous helped generate the buzz for the company.

2) Celebrity Influence

Celebrity Influence is the act of hiring an established identity usually in the world of entertainment or sports, to sell or endorse a product or service.    Their image and likeliness is positioned in advertisements, commercials, images and videos as an advocate of the paying brand.

Having a recognizable face that is admired by their fan base can play a huge role in the promotion of a product.  By associating their own brand image tied to a commercial idea, this creates the message that consumers can somehow look or emulate their admired personality.   Some of the key factors companies look for in a celebrity is their overall popularity, how relevant they currently are, their reputation in the public eye and their differentiation from other personalities.

Celebrity Influence

Pros

Cons

–          Influence consumers to buy a product or service

–          Help build awareness for the brand

–          Can help revive an old brand with a previous declining identity

–          Celebrity may come across as unauthentic in selling

–          Celebrity might get into trouble in the public eye, which affects a brand’s image

–          Having a celebrity sell a product can create false hope for a consumer

An example of a celebrity influencer is NBA star LeBron James, a Nike signature athlete since 2003.  He broke barriers by being one of the first athletes to make more money in endorsements than his actual playing salary.  LeBron’s raw athleticism, team leadership and championship qualities make him a desirable pitchman for the swoosh brand.  His apparel and signature shoes continue to be top sellers in the footwear industry, with 2015 sales reaching $400 million.  “The King’s” latest contract with Nike calls for a lifetime deal worth $1 Billion.

Another example was the successful ALS Ice Bucket Challenge, that took place in the summer of 2014.  Through social media, the video challenge called for donations to a worthy cause.  By simply pouring a bucket of ice cold water and calling out your friends to participate in the challenge, this helped raise $115 million that went towards Lou Gehrig’s disease research.  A big success in this viral sensation were A-list celebrities, who participated using their influence to encourage others to donate.  Achieving this level of support would have been challenging to accomplish in the pre-Internet area.

3) Crowdsourcing

Crowdsourcing involves the assistance of a large group or audience, who offer their input and insight with their participation in a given project.   They usually appear as an online third party used to outsource certain tasks.  With their input comes valuable insight on a social, business and political level.    Author Jeff Howe was credited with coining the crowd sourcing term in a 2006 Wired magazine article.

It is a collaborative effort that harnesses unique creative minds that can educate and problem solve.  Thanks to the world being digitally connected, it is easier to crowd source with giant numbers in a short period of time.  Crowdsourcing has even evolved into other forms of crowd usage such as crowdfunding, which involves the search of investors for monetary support that would traditionally be ran by a financial institution.

Crowdsourcing

Pros

Cons

–          The outsourcing of labour is usually free

–          Access to skilled and qualified personnel, with a variety of shared knowledge

–          Can offer short term solutions and collect transparent real time data

–          Quality control of digital users online, who are trusted and reliable is a concern

–          Project management in handling large crowds can be tricky

–          There is really no form of regulation

Potato chip maker Lays is an example of a brand that used crowd sourcing effectively.  For the past few years, they have reached out to their customer base to come up with new chip flavours they can market and sell.  Their campaign titled “Do Us A Flavor” received thousands of entries, with many of them inspired by existing popular regional dishes.  The 2015 winner “Southern Biscuits and Gravy”, ended up being sold in retail shops across the country. The creator behind the winning flavour was awarded $1 million or 1% of that flavours net sales (whichever was higher after one year).  Thanks to crowdsourcing, Lays were able to harness audience participation and at the same time create a new product to sell on the marketplace.

Veronica Mars was a popular mystery drama TV show among teens that ran from 2004-2007.  In 2013, the show’s head writer Rob Thomas reached out to long time fans of the show if they wanted to see an adaptation on the big screen, but would require crowdfunding.  The Veronica Mars fan base responded in record time, raising more than three times their original asking amount via a Kickstarter campaign.  Whether or not the film met the expectations of those who contributed, this is an example of crowd-sourcing and crowdfunding coming together to help out a cause for a dedicated fan base.

4) Social Influencer

Social Influencer marketing relies primarily on the presence of an individual that has social influence to impact a consumer’s purchasing habits.  While a celebrity can fit in this category, it can really be anyone with an audience.   Those people could be a blogger, a relative or a colleague.  Also known as “Social Proof”, their voice, knowledge and persuasion play a pivotal role whether they realize it or not.

Social Influencer marketing is somewhat like Word of Mouth marketing, but the big difference is that a social influencer has a more refined and established identity.  A Word of Mouth idea can start as hearsay information and eventually spread like wildfire to the masses.  Where as a Social Influencer marketer generally has a social channel set up, with different platforms to promote or review a products and services.

Social Influencer

 

Pros

Cons

–          Usually a knowledgeable and credible source

–          Able to provide product / service reviews and recommendations

–          Influencers can reduce sales cycle time, can up the process by acting as a brand advocate

–          Social Influencer might use their platform simply for monetary gain

–          This can lead to consumer mistrust

–          Compensating a Social Influencer can come with a hefty price tag

In the past, celebrities would make their money through print and billboard advertisements.   The mediums have since evolved and mobile advertising has exploded.   An entertainer like Selena Gomez, who has a combined Social Media following (Facebook/Instagram/Twitter) of 216.5 million followers, has some serious advertising clout.  A posting on her three social platforms currently have a value of $550,000.   As of this writing, that metric is currently the highest earning value of any celebrity in the world.  This high value is also attributed to her engagement level with her audience.  She is in a favourable position to select who she wants to advertise with.  She can work with companies that fits her personal brand, rather than commit to the easier sponsored post payout.

A smaller scaled example of a Social Influencer is YouTuber Chris Chase aka nightwing2303, who runs a popular shoe review website called WearTesters.com.   On his video blog, he is known to give the most honest critique of the latest shoe releases on the retail market.  His voice provides expertise on everything from the quality on the shoe materials, to how they perform on the court.  With over a quarter million subscribers on YouTube and close to 100,000 followers on Instagram, his opinion and reviews are among the most respected and trusted in the sneaker community.  His influence was put to good measure after Jordan Brand provided misleading product description in a recent Air Jordan retro release.  He represents a new generation voice of Social Influencers who can make a comfortable living in the comfort of their own home.

Resources

“Celebrity Marketing | What Is Celebrity Marketing?” Celebrity Marketing | What Is Celebrity Marketing? Marketing Schools, n.d. Web. 24 Jan. 2017. <http://www.marketing-schools.org/types-of-marketing/celebrity-marketing.html>.

Chuck, Brad. “Why Influence Marketing Is No Longer in the Hands of Celebrity Endorsements.” LinkedIn. LinkedIn, 7 July 2016. Web. 25 Jan. 2017. <https://www.linkedin.com/pulse/why-influence-marketing-longer-hands-celebrity-brad-chuck>.

Fryrear, Andrea. “We Investigate the Pros and Cons of Influencer Marketing so You Don’t Have To.” MarketerGizmo. MarketerGizmo, 17 Mar. 2017. Web. 25 Jan. 2017. <http://www.marketergizmo.com/we-investigate-the-pros-and-cons-of-influencer-marketing-so-you-dont-have-to/>.

Fung, Tim. “The Pros and Cons of Crowdsourcing.” The Weekend Australian. News Corp Australia, 10 July 2013. Web. 26 Jan. 2017. <http://www.theaustralian.com.au/business/business-spectator/the-pros-and-cons-of-crowdsourcing/news-story/9ec9c88a62137d0e425bdfecb2c623ff>.

Jade, Zahara. “What Is Social Influence Marketing?” HireInfluence. HireInfluence.com, 09 Oct. 2016. Web. 26 Jan. 2017. <https://hireinfluence.com/blog/what-is-social-influence-marketing/> .

Lake, Laura. “What Is Crowdsourcing Marketing and How Is It Used?” The Balance. About, Inc, 6 Aug. 2016. Web. 25 Jan. 2017. <https://www.thebalance.com/what-is-crowdsourcing-marketing-and-how-is-it-used-2295467>.

Mooney, Lisa. “The Disadvantages of Word of Mouth Advertising.” The Disadvantages of Word of Mouth Advertising | Chron.com. Hearst Newspapers, n.d. Web. 27 Jan. 2017. <http://smallbusiness.chron.com/disadvantages-word-mouth-advertising-26133.html>.

Weiner, George. “5 Reasons Why the ALS Ice Bucket Challenge Was Successful.” Whole Whale. Whole Whale, 05 May 2016. Web. 26 Jan. 2017. <https://www.wholewhale.com/tips/ice-bucket-challenge/>.

Welsh, Steve. “Welcome to #TheSocialInfluencer.” Social Influence Is the Holy Grail of Social Marketing. Oracle, n.d. Web. 27 Jan. 2017. <http://www.oracle.com/oms/social-influencer/blog-sw-influence-2212090.html>.

Mr. Clean gets Dirty at Super Bowl 51?

Making a Big Splash at the Big Game

Procter and Gamble delivered on a great debut for Mr. Clean with their Super Bowl commercial this past Sunday.    If you’re going to spend $5 million dollars in ad money to get your product out there, why not make a memorable splash in front of a viewing audience of 111.3 million.

What makes this commercial so interesting is that they are shying away from the traditional squeaky clean image of the navy seal inspired mascot.  Instead, they have re-introduced Mr. Clean in the digital era with a sex appeal like no other cleaning product on the market place.

Playing off the success of recent films such as Magic Mike and the 50 Shades of Grey series, we see a brilliantly created spot of what one could only imagine as simply tongue and cheek.  Leo Burnett Toronto agency was behind the story boards for this 30 second spot, where Mr. Clean comes to life as a desirable hunk for a day dreaming woman named Sarah.  We see a mini-romance unfold, playful sexual desires quenched and even Sarah’s actual real partner becomes more desirable after he finishes cleaning.

Mr. Clean Super Bowl Commercial 2017

Has Sarah met her ideal man?

Mr. Clean’s Intended Target Audience

While the Super Bowl has a large male viewing audience, this commercial takes aim at the characteristics of what a female likes in a man.   Mr. Clean in particular portrays a few of these qualities.  He’s depicted as masculine, attractive, sensual, he can dance and the big kicker is that he cleans.  The idea that a man is sexy when he cleans is one of the messages you get after you view this ad.  While the target demographic looks to aim at homeowners particularly women, the ad also identifies to men as well.  They too can become desirable in their spouse’s eyes if they start using a Mr. Clean product.

Overall, it was a great strategy for Procter and Gamble to go in this direction.  It was also another great idea to release this ad online 10 days early before the actual Super Bowl game to help build the buzz.  The clip has already surpassed 10+ million views on YouTube, it will be interesting to see if these views can translate into product sales in the long run.  While there were other memorable and bigger budget ads like Wix, the Mr. Clean commercial is fun, playful and memorable.   I did a brief presentation on this ad a few days before the actual clip aired at the big game, you can check out the slides below.

What are Infographs? How to Create visually appealing Designs

Mental Health Infograph

Infograph example

We are evolving with the way we read.

In this digital age that we live in today, we are constantly looking at information in a variety of ways. They are posted everywhere – in books, magazines, newspapers, billboards and more. In the last 10+ years, we have seen a marketing shift from traditional print to digital.  We consume information not only on our desktop computers and laptops, but now more than ever through our tablets and smartphones.  With the rise with Infographs, we can learn a lot more and absorb insightful information.

While many rely on traditional methods of reading and learning, Visual Communications has grown tremendously that provides a great deal of information retention.  But what exactly is Visual Communications?  Here is the Wikipedia definition in a nutshell:

Visual Communication

Visual Communication

The Rise of the Infograph

We are constantly looking for information to better our knowledge. With knowledge comes better learning outcomes, which means faster and easier ways to retain information.  Enter the Infograph, which is a visual image in the form of a chart or diagram that is used to present information and data. Check out some interesting stats on the benefits of having Infographs:

  • High quality infographics are 30x more likely to be read than text article
  • 40% of people respond better to visual information than text
  • Infographs help increase SEO, which results in higher search engine rankings and more visitors to your website
  • 36.4% click on the first link
  • 12.5% click on the second link
  • 9.55% click on the third link
  • They are simply more engaging
  • Helps you process information faster
  • Researchers found that color visuals increase willingness to read by 80%
  • People remember 80% of visuals that they see rather than 20% of what they read
  • Infographics can keep customers on your website longer

Infographs are visibly more appealing and are easier to the common eye. Anyone with a Photoshop like program can get in the fun and create their own.  In recent years, a company like Canva has made it easier than ever to produce quality designs and share online. You don’t have to be professional graphic designer anymore to build a great visual communication.

5 Helpful Tips on designing a great Infograph

1) Create your infographic for your target audience
2) Strive for simplicity
3) Use imagery and less text
4) Use white space, not a distracting background
5) Build to share on social media platforms

Having that said, check out five Infographs that I have put together, with Tim Hortons as the subject matter.

Tim Hortons Infograph 1

Tim Hortons Infograph 1

Tim Hortons Infograph 2

Tim Hortons Infograph 2

Tim Hortons Infograph 3

Tim Hortons Infograph 3

Tim Hortons Infograph 4

Tim Hortons Infograph 4

Tim Hortons Infograph 5

Tim Hortons Infograph 5

Resources

Doern, Bill. Visual Skills For Social Media. Seneca College. N.p., 5 Nov. 2016. Web. 31 Jan. 2017.

Maskeroni, Alfred. “Infographic: 13 Reasons Why Your Brain Craves Infographics.”Adweek. Adweek, 19 Feb. 2015. Web. 31 Jan. 2017. <http://www.adweek.com/creativity/infographic-13-reasons-why-your-brain-craves-infographics-163042/>.

“5 Reasons Why People Love Infographics.” Outreach Media. Outreach Media Group, n.d. Web. 31 Jan. 2017. <http://outreachmediagroup.com/5-reasons-why-people-love-infographics/>.

Building Digital Ads The Right Way

Digital Ads are Everywhere.

Whether we are on our desktop computer, laptop or mobile smartphones, we are subjected to numerous advertisements on a daily basis.  It is in our e-mails, strategically positioned throughout our social media accounts and just about everywhere you can think of.  Offline it is still prevalent. Driving to work and you see that billboard on the right hand side? Check.  Going to the washroom and using the urinal with a smoking ad right within your eye sight? Check.  Digital ads are no different, as the billion dollar industry is embracing technology and doing their best to capture our attention spans.

But let’s look at the facts…Many of us hate the constant bombardment of advertisements that are placed on our screens.  Here are some interesting stats and figures that compliment this sentiment:

– The average click through rate of display ads across all formats and placements is 0.17%
– Ad blocking grew by 41% globally in the last 12 months
– There are now 198 million active ad block users around the world
– A study revealed that only 2.8% of participants thought that ads on website were relevant
– About 60% of clicks on mobile ads are accidental
– 54% of users don’t click banner ads because they don’t trust them
– 33% of internet users find display ads completely intolerable

Digitial Ads are Annoying?

Clearly, there are a lot of bad digital ads that waste our time.  They can simply desensitize us, that program our minds to make ads a mere afterthought.  Marketers who constantly try to get our attention often fail because…they simply alienate us.  Who here is sick of Retargeted Advertising? (Put your hand up wherever you are reading this post!).  It is no secret that we as consumers will use the internet for research and opinion.  But the fact remains that we are however, more likely to talk to someone for actual feedback on a product or service.  This traditional word of mouth marketing approach has more validity in shaping our purchase decision.

Having that said, if advertisers are going to get our attention on social platforms, let’s take into consideration what is essential in building presentable digital ads on a network such as Facebook:

What Makes a Compelling Digital Ad?

Here are some good characteristics that define a successful ad:
– Click through (Is it worth you finding more about this ad?)
– Engagement (How interested are you in the ad?)
– Conversion (Will this lead you to a purchase?)
– Stop power (Did this really grab your attention?)

A highly great site I recommend for you to test your ads:
http://admocks.adparlor.com/

Be sure to always include:
– A central image
– Brand logo
– Supporting text elements

Here a few mock ads using the clothing brand H&M that I have created for example:

News feed ad size

Right hand ad size

Right hand ad size

Mobile ad size

Mobile ad size

Resources

“The 2015 Ad Blocking Report.” PageFair. PaigeFair Limited, 30 June 2016. Web. 31 Dec. 2016. <https://pagefair.com/blog/2015/ad-blocking-report/>.

Chaffey, Dave. “Display Advertising Clickthrough Rates.” Smart Insights. Smart Insights, 26 Apr. 2016. Web. 31 Dec. 2016. <http://www.smartinsights.com/internet-advertising/internet-advertising-analytics/display-advertising-clickthrough-rates/>.

“Digital Ad Spend Worldwide 2016.” Statista. Statista, n.d. Web. 31 Dec. 2016. <https://www.statista.com/statistics/246567/global-online-advertising-revenue/>.

Doern, Bill. Visual Skills For Social Media. Seneca College. N.p., 15 Oct. 2016. Web. 31 Dec. 2016.

Frederick, Ben. “60% Of All Mobile Banner Ad Clicks Are Accidents.” 02/04/2016. MediaPost Communications, 4 Feb. 2016. Web. 31 Dec. 2016. <http://www.mediapost.com/publications/article/268266/60-of-all-mobile-banner-ad-clicks-are-accidents.html>.

Jatain, Vishveshwar. “Ad Blockers Are Perhaps the Biggest Problem That Publishers Are Facing at the Moment, Here’s an Essential Premier on What You Need to Know about Them.” AdPushup Blog. AdPushup, 09 Oct. 2016. Web. 31 Dec. 2016. <https://www.adpushup.com/blog/5-things-publishers-need-know-ad-blockers/>.

Shemenski, Jay. “Display Advertising Is Failing. What’s Next in Digital Marketing?” Marketing And Growth Hacking. Marketing And Growth Hacking, 02 Mar. 2016. Web. 31 Dec. 2016. <https://blog.markgrowth.com/disruptive-advertising-is-failing-what-s-next-for-digital-marketing-7f391a02181#.vmoy5kl7r>.

Stec, Carly. “20 Display Advertising Stats That Demonstrate Digital Advertising’s Evolution.” HubSpot Blog Homepage. HubSpot, 25 Sept. 2015. Web. 31 Dec. 2016. <https://blog.hubspot.com/marketing/horrifying-display-advertising-stats>.

“2016 Mobile Adblocking Report.” PageFair. PaigeFair Limited, 23 Nov. 2016. Web. 31 Dec. 2016. <https://pagefair.com/blog/2016/mobile-adblocking-report/>.

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