Wayne Lapasa

Sharing my Digital Marketing thoughts one post at a time.

Tag: digital marketing (page 1 of 2)

Will you give Vero a chance?

Vero

This past week, a new social media app made some noise called Vero.  I know what you are thinking…do we need another app to consume our daily lives?  Maybe we do, maybe we don’t.  Are you tired of using the same social media platforms?  This might be of interest for you.  It has a very clean and polished looking interface.  While Facebook has had a 10+ year run and Instagram just behind it with 8, competition always helps improve the existing products.  Here are few reasons why you might want to give Vero a chance.

Select which audience you want to share your posts with.

Select which audience you want to share your posts with.

Chronological Feed

This is probably the biggest request many users wanted back.  Facebook who also owns Instagram added algorithms to their feed a few years ago on the basis that your post would show up at the top of your app based on engagement (likes, comments).  And while some like to live in the dark and just creep away, others just want to see the posts arrive in traditional style, from newest post to oldest.  Vero brings that back.

Vero provides you with your own stats usage.

Vero provides you with your own stats usage.

Vero gives you multiple options

Some of the most frustrating parts of an app like Instagram is that it is a link less application (only to be seen in the bio section).  Vero incorporates weblink sharing including recommendations for movies, books and music.  They let you buy stuff without leaving the app.  Also, when it comes to viewing Instagram images, you have to hold your fingers to do a pinch zoom…with Vero you can simply zoom in once and it will hold your zoom for as long as you like.  This little small practice is a welcome addition for the user.

Vero provides a clean and polished interface.

Vero provides a clean and polished interface.

Ad Free

Say goodbye to sponsored posts and content that you never wanted to see in the first place.  Probably one of the highlights of Vero is that they don’t want to fill your feed with advertisements that you know you are going to scroll past anyways.   This is going to be a huge sell among users who are tired of seeing ads.  This is especially evident on YouTube where you have to wait a few seconds before you can view your desired content.  I wonder how Vero is going to make their revenues though lol.

Final Thoughts

So there you have it, Vero has entered the social media game in a big way.  They originally launched three years ago, but the owner behind the app is billionaire Ayman Hariri and he is looking to make a huge splash.  Time will tell how Vero fares with social media users.

Personally, I am all in favour of new competition entering the marketplace, if they have a purpose and are different from their counterparts.  But I won’t jump on it until I know my own circle of friends start to download the app.   Will Vero sway people who have grown tired of the FB, IG’s and Snaps of the world? We will see if people will catch on with this app.

How social media helped create a dialogue on sexual assault/harassment with one hashtag

Illustration by Oliver Munday; source photograph by Raymond Hall / GC Images via Getty

In the wake of this past fall’s blockbuster story about movie executive Harvey Weinstein’s sexual assault/harassment history, a delicate issue has been given a large spotlight.  It is a sensitive subject where recounting and expressing horrendous firsthand experiences are an extremely painful memory.   This day in age in social media where we are looking to post the best angle of our selves, the best destination we’ve traveled to or what our favourite foods are, all took a back seat when this became a major news story.  Here are three things we have learned from all of this.

Social media helped create an open dialogue on sexual assault

What was once a taboo subject to talk about it, was now put on an international scope with millions of people chiming in on this topic.  The October 5th article written by the New York Post and the October 10th as well as the investigation piece by the New Yorker helped bring attention to one individual but in essence, triggered a much larger effect.  It helped establish communication among society through multiple social media platforms.  A subject matter as delicate as this where people were afraid to come forward, opened a gateway for those to feel safe and not embarrassed to share their experiences.  As of this writing, 34 men from various public industries have seen their careers affected, majority by termination.


The tweet that started the #MeToo hashtag

Twitter is not dead

Some people who might have not use microblogging site like they used as other social media apps occupy their interests.  But in this case, the subject matter of sexual assault/harassment was most detailed in 140 characters at the time.   It was the perfect platform for other users to read detailed accounts of others while a community engaged and exchanged support for one another.  Actress Alyssa Milano can be credited for her October 15th tweet that opened up the floodgates for millions to interact and discuss this subject matter.  For that entire week, 96.9% of the #MeToo hashtag trend came from Twitter.  With the recent increase to 280 characters, Twitter has demonstrated that their platform still has value and people still use the platform to share whatever is on their mind.

Social Media reaction to #MeToo

Sexual assault/harassment is never acceptable

We have seen a large group of brave women, no longer in silence recount and continue to share their horrific stories.   It takes a lot of courage for them to find the inner strength and share private details that are emotionally scarring.  In addition, even a few men have stepped up and shared their stories that have affected them for years.  It is a painful reminder that under no circumstance, should a woman’s safety, well being and emotional state ever be violated in or out of the workplace.   Regardless if you are a famous public figure, an entertainer, athlete, politician or even a regular Joe Schmo, everyone should be treated equally with respect.

The Aftermath

Thanks to social media, the subject matter of sexual assault/harassment was bright to light on a large scale in 2017.  How this news story broke out and caught steam among the masses could greatly be attributed to social media.  Was it a slow news week? Or was is just about time for this topic to no longer be considered taboo and given some serious thought?   Regardless, what came out of this was an overdue discussion on this sensitive issue.  People’s voices were heard, people’s personal guilt came forward and public shaming became more prevalent.  Ultimately, this could be just the beginning of other potential issues in the world that could spark international interest, stay tuned.

What Was It Like Being Back In School After 12 Years?

Today’s post is going to be a little different than some of the posts you’ve read here.  For those who are visiting this site for the first time…Welcome!  I am going to recap my decision to go back to school, the factors that triggered it, my experiences being back in a classroom and what’s next on my plate.

Why I Went Back

In the spring of 2016, I was in the final stages of securing a new job with an emerging tech company.   At this time, I was back again working in the dairy industry, unchallenged and unmotivated.  I returned there after being laid off from a digital marketing company.  While I was very keen in getting back into the digital world, my gut instinct was telling me to hold off.  The title role was a client success specialist and I just felt like I wanted something more specific.  If you have ever been in a position where you took a job just for the money and you knew you’d still be unhappy – well that was where my head space was at.

For those who know me, I am willing to put the work in and bust my tail off if I believe in whatever the concept/idea/value is.   So in between interviews, I started Googling the idea of upgrading my education, to strengthen my resume as well.  My position was if I was going to make a commitment and go back to school, it had to be something that would fit my schedule, that had an interesting curriculum and that I would genuinely enjoy.

After a series of e-mails exchanged with one of the program coordinators at Seneca College, I decided now was the time to make the leap.  On April 22, 2016, I contacted the employer who offered me the client success specialist position and declined.  I now made the commitment to enroll in a one year, post grad certificate in social media, the first of its kind offered in the GTA.

College vs. University

The thought of being back in a classroom after a 12-year absence was going to be interesting.  Some of the questions I asked myself was, could I handle this?  Could I keep up with the other students?  Would I be the oldest fart in the room?  It was an intense, eight month course load that covered all aspects of social media and digital marketing.  After the first six weeks into the semester, I settled in pretty nicely and felt confident that I would be able to complete this program.  Looking back on my time in York University, I felt a four-year program was too long.  You would have theatre sizing classes that would fit as large as 500 students, yet you would only know maybe 25-30 of them in your tutorial classes.   What I liked about college was that we were the same 20-25 person class for the entire calendar year.   In university, almost all of the teachings were theoretical, which in my own theory is useless because you need practical knowledge in the real working world.  Thanks to Google, Wikipedia and so on, you can search for that theoretical information at any time and educate yourself.

Having the opportunity to work in group projects and do presentations in college was also very refreshing.  I welcomed that with open arms because university didn’t provide much opportunities in that aspect.  In addition, while assignments were submitted in printed paper at York, for this program they were all submitted online.  I remember back in the day, maybe one or two students in the room had a laptop.  That was considered luxury.  Taking notes on a paper pad was the norm.  Today, everyone in the class is equipped with some sort of technology whether it be a laptop, tablet or even a smartphone.

#SenecaSoMe aka SMD

#SenecaSoMe aka SMD

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How do you measure a great Social Influencer?

Personal Influencer definition

An influencer is a person who is knowledgeable and credible, with a leadership voice that encourages others in their decision making.  In order to understand what makes a great social influencer, it’s important to list a few online social platforms that help identify key influencers.

Social Scoring Platforms

Klout is a grading score system from 1-100, that combines various social media accounts of a user and provides a ranking through their analytics system. The main key factors they consider in scoring are: online activity, how often your messages are amplified by others and how others perceive your influence.

Klout

Pros Cons
–          The higher your Klout score can position you as a valuable influencer

–          Can help recruiters and HR review talent personnel for hire

–          Higher score can lead to free product giveaways from companies

–          Klout scores can be gamed

–          Algorithm system they use is not consistent

–          Their metric measurements are secretive

–          Useless for those not interested in Digital Marketing

Klout’s scoring platform should not define the intelligence of an individual (example: Sam Fiorella being overlooked for a job because of a low Klout score).  The way they capture information to determine their scoring system is not consistent.  How they determine one person’s score is not a full representation of what that person’s true credentials are.  Not recommended.

Kred provides two scores to a user which are known as influence and outreach. A recognized competitor to Klout, they provide an open source on how they collect their raw data in their scoring approach.  Points score can increase when multiple people engage with your content.

Kred

Pros Cons
–          Provides a secondary score (Outreach)

–          Better detailed dashboard, broken down into categories like social mentions, community influence, 30-day follower trends

–          Open collection data methods

–          Too much data offered

–          Accuracy of top influencer reports are questionable

–          Collects information of users and sells them off to advertisers

Kred offers some great value and would be recommended to identify influencers for brands.  They have a breakdown of various metrics, segmented and targeted – this information is a goldmine for brands.   The only alarming drawback for consumers is that Kred acts more in a consultancy role by taking their information and selling them to advertising companies.

Brandwatch focuses on the 3 A’s (Activity/Audience/Authority) to calculate their scores.

Brand Watch

Pros Cons
–          Reliable resource tracker for Twitter

–          Focus more on relevance and insight

–          Assists smaller businesses with reaching larger audiences at affordable rates

–          Originally collected data only from Facebook, Quora, Twitter, LinkedIn

–          Formerly PeerIndex now merged with Brandwatch, could mean too much data becoming overwhelming

–          B2B product geared for marketers

Brandwatch has value for both brands and users themselves.  They allow the user to control certain aspects of the data in their profile account.  They also provide information to the user on which brands have their information.  Another reason why Brandwatch differs from Klout and Kred is that they get away from the egocentric influence.  They have removed the search function to see other people’s scores.

Do Social Scoring Platforms have a negative impact on social engagement?

Yes, Social Scoring Platforms put the wrong emphasis in their grading of social profiles.  There are some factors that just can’t be measured, regardless of what algorithm they come up with.  There is an intelligence behind the individual that is not measured by the social scoring platform and it can have a shameful projection for others.  A person should not solely be evaluated for how high or how low their social score is.

There is more to that person that what a computer defines their score.  The system is flawed and can be gamed.  It can be misled and ultimately produce some obscure scoring number that isn’t reasonable.  What would our world look like if human resource departments relied on a person’s social media score to hire them?  Imagine having people in powerful positions who are not educated or experienced enough to handle the regular rigors of the job, yet they were hired because their Klout score was 89?   It makes no sense.  Until they can come up with a scoring process that is more accurate, society should not depend on them at all.

Two Social Influencers making a lot of noise

Dwayne “The Rock” Johnson is a former professional wrestler turned successful full time actor.  A major part of his appeal is his ability to connect with his audiences, whether it be in the ring or on the big screen.   He represents the ideal public persona who embraced social media at a time when actors shied away from it, not realizing the potential it could bring.  His three main social channels of Facebook/Instagram/Twitter have a combined total of 144.7 million followers.

He is regarded as a social influencer not solely for just giving his followers behind the scenes access to his film projects.  But rather instead, he promotes positive inspirational messages with a healthy active fitness lifestyle.   Whether it’s sharing an embarrassing story of himself in his teenage years, or getting up at 4am to start his day with intense cardio, he continues to stay in touch with his audience by being transparent and authentic.  He has been using social media consistently for the past five years.  Recently Johnson branched off into the world of digital with a YouTube channel, recognizing the platform as new media to tell more stories.

Brands The Rock has yet to work with that would be a good look: Any high-end fashion designer.  He has reached this A-lister status but continues to use a private stylist.  His appeal in the fashion world would increase even more.  Another brand he could help with their audience is the headphones market, like Beats.  He is constantly in the gym and promoting head gear seems like a likely union.

Kanye West is a 21-time Grammy award winning producer and rapper.  In recent years his social influence has branched out into the world of fashion, where his trend setting styles are photographed regularly by the media/paparazzi.  In 2013, Kanye left designing shoes with Nike after a royalty dispute and joined rival Adidas.   His departure from the biggest shoe brand in the world did not have any affect on him setting up shop with a competitor, his audience followed.  Since 2015, an even bigger demand was created where people would camp out for days attempting to purchase his Yeezy brand.  West entered the apparel industry competing with more experienced brands, but his product line continues to sell out at record numbers.  His shoes currently sell for over three to four times the market value on the resale market.  From a streetwear consumer perspective, West has dethroned the Air Jordan brand.

Regardless of public opinion on his marriage to a socialite, the bottom line is that Kanye moves product.  He might have built a reputation for his media tirades, but he continues to be an in-demand commodity.   His music is still influential in the urban market despite being overshadowed by his amplified celebrity status.  Without a doubt, Kanye West is bigger than a social influencer, he is a cultural influencer of the moment.  Does his anger get mistaken for his passion and drive? It’s possible and debatable.  For someone of his popularity who uses Twitter as his only platform to communicate with his audience, speaks volumes about his staying power.

A brand Kanye West could help influence one day would be Rolex.  The aura and appeal of Rolex in hip-hop culture goes back many decades.  The artist in Kanye is similar like Rolex in the sense that they both create timeless products.  If the green light to design his own watch was granted, the collaboration would probably be one of the most sought after time pieces in the world.  The merging of two iconic brands would have a large appeal on both urban and mainstream culture.

Resources

Ahmed, Tufayel. “Dwayne Johnson Is Changing Hollywood, One Social Media Post at a Time.” Newsweek. IBT Media, 11 Mar. 2016. Web. 31 Jan. 2017. <http://www.newsweek.com/dwayne-johnson-changing-hollywood-one-social-media-post-time-436028>.

Boris, Cynthia. “The Pros and Cons of Using Klout and Kred for Hiring.” Entrepreneur. Entrepreneur, 28 Mar. 2013. Web. 31 Jan. 2017. <https://www.entrepreneur.com/article/226184>.

Brown, Danny. “Why MyPeerIndex Is a Major Step Forward for Social Scoring.” Danny Brown. Danny Brown, 27 Sept. 2013. Web. 31 Jan. 2017. <https://dannybrown.me/2013/09/24/mypeerindex-social-scoring-transparency/>.

Butcher, Mike. “Social Influence Startup PeerIndex Acquired By Brandwatch in Cash/Shares Deal.” TechCrunch. TechCrunch, 17 Dec. 2014. Web. 31 Jan. 2017. <https://techcrunch.com/2014/12/17/social-influence-startup-peerindex-acquired-by-brandwatch-in-cashshares-deal/>.

“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>.

Fiorella, Sam, and Danny Brown. “3-4.” Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing. Indianapolis: Que, 2013. 44+. Print.

“Kred Influence Measurement.” Wikipedia. Wikimedia Foundation, n.d. Web. 31 Jan. 2017. <https://en.wikipedia.org/wiki/Kred_Influence_Measurement>.

Steers, Natalie. “Influencer Marketing: Klout vs Kred vs PeerIndex.” MyCustomer. MyCustomer, 15 Mar. 2012. Web. 31 Jan. 2017. <http://www.mycustomer.com/marketing/strategy/influencer-marketing-klout-vs-kred-vs-peerindex>.

Steers, Natalie. “Influencer Marketing: Klout vs Kred vs PeerIndex.” MyCustomer. MyCustomer, 15 Mar. 2012. Web. 31 Jan. 2017. <http://www.mycustomer.com/marketing/strategy/influencer-marketing-klout-vs-kred-vs-peerindex>.

Strong, Frank. “Confluence: Kredibility, Social Scoring and Marketing.” Sword and the Script. Sword and the Script, 18 Mar. 2014. Web. 31 Jan. 2017. <http://www.swordandthescript.com/2013/01/kred-marketing-social-scoring/>.

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.

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