Wayne Lapasa

Sharing my Digital Marketing thoughts one post at a time.

Tag: Toronto

When using social media goes wrong

When using social media goes wrong

When using social media goes wrong

Social media is a powerful tool.   We know that it can help raise awareness, promote an idea and highlight a moment.   But  while everyone is watching, reading and listening…it can back fire on you with disastrous results.  Let’s take a look at three celebrities who took to their social accounts and rubbed a lot of people the wrong way.

Roseanne Barr

Roseanne Barr

Don’t blame it on the drugs, blame it on your fingers

Comedian actress Roseanne Barr enjoyed great press as her TV sitcom Roseanne returned to the small screen earlier this year with rave reviews and strong television ratings.   The current trend of reviving old programming in the modern era worked for the 65-year old.  However, what got her in trouble was her racist comments made on Twitter about Valerie Jarrett, the senior advisor to former U.S. President Barack Obama.

Her May 29th dismissal by broadcaster ABC also resulted in the termination of the Roseanne show.   When you have a network that is backed by Disney and an employee with no filter like Roseanne Barr, it is a recipe for disaster.   Roseanne tried to back pedal and say she was tweeting, while medicated, but the damage was done.  Her TV show was cancelled, her cast mates were angry and temporarily jobless, while being vilified by the press.

Bryan Colangelo

Bryan Colangelo

Burner accounts are for everyone…including executives?

Former NBA executive Bryan Colangelo can be described as a genius who knows basketball operations and also a slimy, two faced, dishonest man all in the same sentence.  The former president of basketball operations for the Philadelphia 76ers can be credited for laying the seeds in scouting young talent and building them into contenders.  He did that previously for the Toronto Raptors, earning 2007 executive of the year honours leading the franchise to the Atlantic division title.

But fast forward to 2018, it was reported that he was using five Twitter ghost accounts known in the digital space as burner accounts, to talk negatively about players on his own team.   The accounts also shared private team information leaked for public view.  His own wife was implicated in the whole ordeal, which led the team to firing him on June 7th.  Moral of the story here: No one is safe on social media.  You can create “x” amount of accounts all you want…but one way or another, your secret will be revealed and you will be outed like Colangelo was.

Katherine Heigl

Katherine Heigl

Jokes from the dead don’t sit well with everyone

Amercian actress Katherine Heigl recently joined the cast of Suits, which films in downtown Toronto.  While not shooting on the weekend, she made a 1.5 hour drive to Buffalo to visit some family.  While touring through a cemetery where her own relatives were buried, she made some insensitive comedic gestures roasting the dead.  Heigl tried to enlighten the mood at the grave site, but it did not sit well with her Instagram story followers.

Once the former Grey’s Anatomy star caught wind of the offensive responses, she quickly deleted the stories and issued a video apology.    Sometimes we feel like we can share any piece of content on social media and not think twice about how it might affect someone else.  In this case, the 39-year-old actress is no different and she was savvy enough to take quick action which could have turned into some even more bad PR for her career.

Social Media can reward you and burn you if you let it

These three cases of celebrities misusing social media are just a few examples of the backlash you can face if you don’t use any of the digital platforms wisely.   It can happen to anyone, from a regular civilian to high profiled figures.   The larger your audience is, the larger your reach is.  But it can also mean that your every social media movement is traced, studied and critiqued.  Always make sure to be self aware of what you post on social media.  We live in an ultra sensitive climate these days and while your original intentions are not hurtful, others can interpret it in the wrong way.

The Views Are Different Here Showcase Toronto In A New Light

Views.

Recently Tourism Toronto released their 2017 campaign to promote tourism in the city of Toronto. Needless to say, the reaction was extremely positive and receptive by many, including local Torontonians.  In the 71-second clip, the viewer is introduced to many quick shots showcasing various parts of the city, focusing on popular destinations in the city as well as hidden gems. J. Walter Thompson Canada directed the visual,  which features vocals performed by Toronto poet and singer Bethany Lee.

While the focus of this video is to promote Toronto tourism, it also doubles up as a civic pride exercise.  For many years, Toronto has constantly been labeled as a micro town comparable to the bright lights of its counterpart in New York city. However, in recent years the city affectionately known as “The 6” has established their own identity, their own culture and uniqueness.  Dubbed as “Canada’s Downtown”, a lot of locals took to social media praising the clip for demonstrating what they already knew about their city.

Diversity and Equality.

As Toronto is the most visited destination in Canada, the city does not discriminate.  It has one of the largest LGBTQ communities in the world and is home to a large array of diverse and unique cultures. The town openly welcomes new visitors who are looking to find a place both in their professional and personal lives.

With that mindset comes opportunities for multiculturalism and immigration to the city.   There are various pockets in Toronto that cater to different communities like Chinatown in Spadina, Little Italy on College street and Polish town in Roncesvalles to name a few. Toronto truly embraces and shows love in its vast diversity.

The world in one city.

Toronto no longer wants to blend anymore with other cities in the world.  It wants people to know that they clearly have their own established identity and are not afraid to break barriers down.  No longer does the city want to be known as the best kept secret, but to let the international audience know that culture wise there is a little bit of everything all in one city.  Last month I made a presentation highlighting this campaign, which you can check out below.

Image Composition Ideas for Capsule Toronto Instagram

Visuals sell product

Capsule is a recognized sneaker boutique based in the Toronto area.  The 16-year old company has built a reputation for their consistency in carrying the most popular shoe brands, complimented by the latest and emerging street wear brands on the market.  Capsule has been known to have line ups for days leading up to a highly anticipated product release. They have 3 locations in the Yorkville (including a show room) and Markham area to better serve the GTA.  Their target market focuses on the 18-34 age group, who are fashion forward minded consumers.  The following 3 image composition shots that will be discussed below in this blog post are suggested visual ideas, to promote and sell products for their Instagram account, which has over 20,000+ followers.

Image Composition 1

Knolling your role

This image uses the popular knolling composition, which is an overhead view display that gives the viewer a great look at 3 different products.  This would be a great look for Capsule, simply for the fact that their customers are always looking for a combination of ideas on how to integrate their wardrobe from head-to-toe.  The jacket provided is by Roots of Fight, an apparel company that celebrates vintage sports icons, the hat is a retro Brooklyn Dodgers cap from New Era and the Jordan Brand shoes are the iconic 1996-1997 Air Jordan 12 model.  The common denominator between all 3 black/grey colored products is that they incorporate wool material, which is an appealing look for the current fall season.

Camera: OnePlus 1 smartphone
Image Size: 840 x 840 pixels
Filter: None
Lighting: smartphone flash
Suggested Hashtags: #rootsoffight x #miketyson x #brooklyndodgers x #brooklynsown x #airjordan12wool x #airjordan12 x #wearejordan x #hatclub x #wool x #fallfashion x #swag x #baddestmanontheplanet x #jordanbrand x #jumpman23 x #knolling

Image Composition 2

Figure to ground image composition

One of the most popular nicknames a shoe collector is often referred to is a sneakerhead.  And one of their most popular hashtags that they use on social media to define their shoe collection is known as shoe porn, a playful term which has an addictive connotation to it.  If there could be a satirical composition to describe the image, it would have to be POV!  In all honesty, Figure to ground is the primary composition.  This shows the product on foot which is the Air Jordan 6 Maroon model, originally released in 1991-1992.  The Ludwig filter from Instagram was applied to brighten the image of the shoe.

What we see here are two clean primary colors in white and maroon, which is another fall season tone.  The secondary product in this shot is the Zanerobe jogger pant, which is a must have item for fashion enthusiasts.  The stand out feature is their cuffed bottom that prevents the tongue of any high top shoe from being hidden from a pant leg hovering over.  While this image is clean and polished, it also serves as a double meaning with a fashion tip as well.

Camera: OnePlus 1 smartphone
Image Size: 819 x 1024 pixels
Filter: Ludwig (Instagram)
Lighting:  Natural room lighting
Suggested Hashtags: #airjordan6 x #airjordan6maroon x #jordanbrand x #wearejordan x #zanerobe x #joggerpants x #streetwear x #burgundy x #maroon

Image Composition 3

It’s 1996 all over again.

This black and white image portrait features one of Nike’s most iconic shoe designs.  The Nike Air More Uptempo shoe originally released in 1996.  The shoe saw a retro re-release brought back in spring 2016.  This model is widely known for its large “Air” logo design, surrounded by black synthetic nubuck material. Image composition uses a simplistic approach, with a clean and polished visual.  Capsule has built a reputation for its visual simplicity in their Instagram posts.  The popular Clarendon Instagram filter was applied to brighten and intensify a popping color image effect.  This visual fits in line with the brand’s desire to produce eye catching imagery through their social channels.

Camera: OnePlus 1 smartphone
Image Size: 840 x 646 pixels
Filter: Clarendon from Instagram
Lighting: Natural room lighting
Suggested Hashtags: #nikeair x #nikeairmoreuptempo x #scottiepippen x #retrokicks x #oldschoolkicks x #igsneakercommunity x #blackandwhite x #clarendon

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