Wayne Lapasa

Sharing my Digital Marketing thoughts one post at a time.

Tag: Instagram (page 1 of 3)

Will Smith is using Social Media to re-introduce himself to a new generation with great success

Will Smith

Entertainer Will Smith unquestionably is one of the most popular and successful actors since the early 1990’s.  The rapper turned actor gained fame on the Fresh Prince of Bel Air sitcom for six seasons, before transitioning into one of Hollywood’s most bankable stars.

However, in recent years his star has dimmed a bit.  Questionable movie roles and lack of audience interest finally caught up to Smith.  His days of grossing $100 million+ for eight straight films in the 2000’s were long gone.  Fast forward to 2018 and the movie industry has a new generation of fresh faces that have exploded onto the scene.  Even an established, charismatic and charming personality like Will Smith has seen his fair challenges.  The two-time Oscar nominee found his career at a crossroads with not so stellar box office receipts in recent years.

Instead of fading off into the sunset and walking away from the movie industry, Smith recently turned to social media to remind fans about the Will Smith brand.  Let’s look at what he’s done with digital in just a few short months.

Leverages social media influencers

On the December 14th, 2017 taping of the Ellen show, Will Smith promoted his new Netflix film, Bright. With the assistance of day time talk show queen Ellen DeGeneres, she playfully got Smith up to speed with how to use Instagram and take the best images.   One of Will’s signature traits is his humility, being able to make fun of himself on screen and in this case, he demonstrated it flawlessly.  It also didn’t hurt to have Ellen’s combined social media presence of over 180+ million followers help welcome Will to the ‘gram.

A little over one week later, Will Smith teamed up with YouTube star Lilly Singh aka IISuperwomanII to help produce a comedic video on Internet lingo.  The playful sketch saw the Independence Day actor poke fun of himself again, learning the ins and outs of social media language that his children Jaden and Willow use on a regular day basis.

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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.

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 passed away. The story about this picture I took with him is that even though it was just taken three months ago, I had no idea who he was.  I dragged my friend Mike to come downtown with me to the @toprosupershow, a well known fitness industry weekend event in Toronto.  To be honest, 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” was his mantra.

Rich Piana’s booth generated the most amount of fan fare interest.  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.

What I recall about meeting him that day, was that he had a personality behind that big frame of his.  And the reason why  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 in his transgressions, it was his open honesty with his audience that was his true major appeal. He eventually became one of the most 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 so many aspiring people in the fitness industry.  It’s very easy to judge a book by its cover.  But in Rich Piana’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

Puma is making moves and using Influencer Marketing to compete

Brand: Puma

Audience:  Puma is a long standing German sports apparel and footwear company founded in 1948.  Their products have an established identify, notably in Track and Field and especially in the Soccer industry.  In recent years, the brand has struggled to remain relevant with consumers.  Lack of identity and style are notable factors.  Since 2014, Puma has stated that one of their primary key strategies is to improve their female division if they want to compete with the likes of adidas and Nike.

Puma introduced a new women’s streetwear product line in 2016.  For this concentrated target audience, the brand is focusing on the 18-24 age group.  They want to appeal to the stylish, chic, trend setting and fashion conscious customer.  Spearheading the campaign is brand ambassador and creative director Rihanna.  The international songstress is a notable style icon with over 201+ million combined followers on social media.  In addition to the signing of socialite Kylie Jenner last year, Puma has a duo of formidable influencers for their advertising campaigns to help grow their targeted streetwear audience.

On the men’s side of things, last fall Puma signed R&B superstar TheWeeknd and in March 2017 inked rapper Big Sean to help appeal to their young male audience.  And most recently, Puma scored a major sponsorship, teaming up with rap icon JAY-Z for his upcoming “4:44” tour.  While it looks like Puma has a concentrated strategy on working with some very big names in popular culture today, there will always be consumers at different stages of the life purchase cycle where they might face resistance.   Let’s take a look at them.

The Weeknd

The Weeknd

Life Cycle:

Communities disruptors affect the Consideration stage in the Purchase Life Cycle.

Economic disruptors affect the Purchase stage in the Purchase Life Cycle.

Personal Situational Factors affect the Awareness stage in the Purchase Life Cycle.

Emotional Situational Factors affect the Desire stage in the Purchase Life Cycle.

Influence Disruptors

Communities is the conversation of the same idea with two different groups that have two different meanings.  In this example, an 18-year old female will converse with her classmates on the it factor of purchasing Rihanna’s Puma x Fenty collection and how stylish the attire looks.  A secondary conversation with her parents can turn into a discussion of price, cost and affordability.  This simultaneously becomes an Economic discussion where the parents and daughter get into a debate of need vs. want.  Both Communities and Economic elements have a disruptive influence.  They can change the sentiment course on the decision-making process from considering to buy, to ignoring the purchase completely.  Puma’s target audience is affected from these mentioned disruptors thanks to overall negative sentiment.

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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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