Wayne Lapasa

Sharing my Digital Marketing thoughts one post at a time.

Tag: branding

Never Judge A Book By It’s Cover…R.I.P. Rich Piana

Rich Piana

Rich Piana, Toronto Pro SuperShow 2017

A few days ago, controversial body builder and social media star Rich Piana, known as @1dayumay had passed away. The story about this pic I took with him is that even though it was taken just three months ago, I had no idea who he was to be honest. I dragged my friend Mike to come downtown with me to the @toprosupershow, a well known fitness industry weekend event in Toronto. I actually wanted to meet a fitness model which I did and also to just walk around the expo and check out the surroundings.

“Whatever It Takes”

One of them which had the most amount of interest was Rich Piana’s booth. Now if you see this guy from the outside, he’s extremely large looking and he’s tatted up to the gulls. He had quite the presence. I was like “Mike, who is this guy?.” He was like “You paid for my entrance and dragged me out to this and you have no idea who this guy is? Even I know who he is!” Lol. You should have seen the line up for this guy, well over a thousand plus people that weekend wanted to meet him, take pictures with him, sign merchandise and pick his brains about the fitness industry. So for just about an hour or so, I too lined up and had a brief chat with him.

You only get once chance to make a first impression.

I recall about meeting him that day, was that he had a personality behind that big frame of his. And the reason the line ups were so long for him was because he actually took the time to meet and talk to each person who wanted to see him. That is a sign of someone who know’s their self worth and what an influence they are to the public. When I got home, I Google’d more about who he was and what was the hype about him. The real appeal that I witnessed about Rich was his transparency and sincerity when interacting with the people. Yes, he previously admitted to steroid use and yes there was probably an  addiction or desire to achieve a certain size in his physique. But what’s amazing about him is that while he did not hold back about his transgressions, it was his open honesty with his audience that was his true major appeal. He eventually became one of the profitable bodybuilding stars in the industry while growing his brand through social media.

Although I just met him briefly, I witnessed what a larger than life personality he was. He meant a lot to aspiring people in the fitness industry. It’s very easy to judge a book by its cover, but in this guy’s case, I couldn’t do that to this man. You only get once chance to make a first impression and he did that with me. Rest In Peace Rich. My thoughts and prayers go out to your family, your GF @c_no5 and the @5percentnutrition team.

Social Media King

Rich Piana’s consistent promotion of his businesses on social media helped grow his name and brand in just a few short years.  You can relive some of his work through his popular YouTube channel.  Check out some interesting Sysomos stats during the week of his death on August 25, 2017.

Rich Piana Death Instagram Stats

Rich Piana Death Instagram stats, well over 3,000+ mentions on IG

Rich Piana Death Twitter Stats

Rich Piana Death Twitter Stats

Rich PianRich Piana Death Twitter Statsa Death Twitter Stats

Rich Piana Death Twitter stats, with over 4,000+ mentions on Twitter

Sentiment on Rich Piana's Death

Sentiment on Rich Piana’s Death was met with mixed reaction

Most ReTweeted on Rich Piana's Death

Most ReTweeted stats on Rich Piana’s Death

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/>.

Live Streaming has arrived and it’s only going to get Bigger

Live Streaming is just getting started.

An emerging trend in digital media that caught waves this past year is Live Streaming.  We have seen companies like Periscope, Meerkat and Facebook Live tap into this growing phenomenon.  While this medium is still in its infancy, I believe it will be a larger player in 2017 as a popular story telling platform to watch out for.  In our current society, we want things done in real time…where we can absorb and digest visuals with minimal thinking. Live Streaming serves this purpose for the business user and personal end.

Live Streaming is a great businesses tool for a variety of reasons.  It allows consumers to see some of their favourite brands from a behind the scenes point of view.  Whether they are on location at a trade show for a product launch, companies give viewers unprecedented access, making you feel like you are part of the brand.  Using live video keeps users hooked into the product and up to date with all the latest happenings.

Live Streaming covers everything.

From a personal standpoint, we have seen just how popular Live Streaming can get.  The 2016 U.S. Presidential debate was the first of its kind to include this technology.  This past fall, Facebook Live alone garnered unprecedented 55 Million views in the war of words between Donald Trump and Hillary Clinton. Live video just isn’t about celebrating birthday parties or showing your babies’ first walking steps with your followers.  All realities of life are broadcasted. This was highlighted by Diamond Reynolds’ horrific post visual of her boyfriend Philandro Castile being shot four times by a police officer, raising the problems of racial tensions in America.

Overall, I believe we will see an increased amount of Live Streaming in 2017.  More companies will emerge through this platform and take advantages of the benefits it can offer.  It is a growing medium for companies to generate product awareness, potential video ad revenue and reach new audiences.

How to keep up with all these trends?

In terms of how I will stay relevant with constant changes in the digital sphere, I intend to stay glued to my smartphone.  Mobile has taken over desktop, and it is truly the central hub on how we connect with everyone.  Whether it’s checking the weather at breakfast, Shazaming that song on the radio, or simply connecting on multiple social media platforms, all the latest apps simplify my time when I’m on the go.  Believe it or not, I will also rely on the Facebook Trending Topics section of their site. Since I’m on there all the time, I am also getting information on what’s going on with the rest of the world.

I will also continue to stay engaged with influential blogger and established websites, who continue to keep me up to date with the latest developments in technology.  Content marketing still interests me, and reading up on the latest happenings is a major key.   In terms of Live Streaming, I definitely see the value in it and will push to become more comfortable in using this platform.  While we can take 12 pictures of ourselves and select the best one to publish, live video is one continuous shot, so all angles of you are off limits!  With that being said, check out my infograph below that I created with Canva on how to stay on top of emerging digital trends.

Best Practices on Staying Relevant with Digital Trends

Resources

DeMers, Jayson. “7 Online Marketing Trends That Will Dominate 2017.” Forbes. Forbes Magazine, 14 Nov. 2016. Web. 29 Nov. 2016. <http://www.forbes.com/sites/jaysondemers/2016/11/14/7-online-marketing-trends-that-will-dominate-2017/#5a3bf928dec8>.

Gaenzle, Anthony. “Staying on Top of Digital Trends to Stay Relevant to Students – Content Science Review.” Content Science Review. Content Science Review, 08 Nov. 2016. Web. 28 Nov. 2016. <http://review.content-science.com/2016/11/staying-on-top-of-digital-trends-to-stay-relevant-to-students/#>.

Harris, Jodi. “23 Things to Consider When Creating Video Content.” Content Marketing Institute. UBM, 11 Apr. 2016. Web. 28 Nov. 2016. <http://contentmarketinginstitute.com/2016/04/video-content-examples/>.

Hobson, Joshua. “How to Keep Up with Trends in Digital.” Statement. Cognitiv, 5 Feb. 2016. Web. 28 Nov. 2016. <https://www.statementagency.com/blog/2016/02/how-to-keep-up-with-trends-in-digital>.

“Trend Report: The Rise of Live Video Streaming.” Feedly. Feedly, 30 Apr. 2016. Web. 28 Nov. 2016. <https://blog.feedly.com/trend-report-the-rise-of-live-video-streaming/>.

Wilbert, Max. “Top 7 Live Video Streaming Trends for 2016 – DaCast.” DaCast. DaCast, 15 Sept. 2016. Web. 28 Nov. 2016. <http://www.dacast.com/blog/7-live-video-streaming-trends-2016/>.

Understanding how YouTube can better your Business

YouTube is Big Business

Since 2005, the world has gotten to know the phenomenon that is YouTube.  In the past decade, we have seen our fair share of various cat videos, cooking videos, DIY videos and much more.  Lately, the new trend are businesses gravitating towards investing into online videos.  While many will look at YouTube as just simply leisure and entertainment, it is more than that.  There is a significant amount of money that is being generated through this video sharing site.

I am trying to convince my business partner on taking this shoe boutique idea and turning it into a reality.  Obviously I want to drive physical traffic to the store.  But at the same time, I envision leveraging social media heavily by bringing digital traffic to our website as well.  I can visualize the creation of video product reviews, un-boxing videos to generate consumer excitement.  In doing so, I can provide insightful product knowledge as well.  The user generated content ideas are endless.  Ultimately,  I would want to increase our subscriber channel count.   This can lead to a sales conversion.  The potential to monetize this channel is very attainable  if we can incorporate the right content strategy.

With the help of Canva, I put together this SlideShare presentation for him to really see just how big YouTube is.  I wanted to provide some high level facts and more importantly showcase how this platform can really help launch a new business.  I also wanted to paint a picture of how an existing business that is lacking in digital presence can get on board with a  successful YouTube channel.

© 2017 Wayne Lapasa

Theme by Anders NorenUp ↑