Confession #8 – Let the Trolls begin…

Trolls – no longer just a classic character you read about in fairytales. Trolls are here and can be deadly….for brands!

First and foremost, what exactly is trolling?

According to Urban Dictionary, an Internet troll is “A person whose sole purpose in life is to seek out people to argue with on the Internet over extremely trivial issues.” Urban Dictionary also described trolling as being cynical or sarcastic – their reasoning? “Because it’s the Internet, and hey, you can.”

So what makes trolling so appealing?

Ultimately, being a troll is easy, with Jesse Fox Ph.D suggesting numerous reasons why people might think that trolling is ok, including:

  • Anonymity
  • Perceived obscurity
  • Being surrounded by ‘friends’
  • Perceived lack of consequences

Now here is a statistic that might shock you: about one quarter of all Americans might be Internet trolls…that is a lot of trolls!!

Not gonna lie, I have enjoyed reading a good old troll post every known and then, including this image that was created after a troll posted on Facebook about Coles’ Marjoram herb product.

http://www.mamamia.com.au/marjoram-coles/

But online trollers can be really detrimental to a brands image, especially with how rapidly content can be shared on social media.

So how exactly should brands address online trolls?

John Rampton from Forbes has suggested a few ways that brands can address Internet trolls, as one standard approach may not work in all circumstances.

  • Ignore them

Trolls want to get attention, so by ignoring them you may deter them from trolling again, which would be a great end result for a brand.

  • Bring in some facts

If a troll is spreading misinformation, a great way to stop them in their tracks is by providing evidence. Facts can quickly override any fictional claims an Internet troll has made in order to stop the claims from growing.

  • Correct mistakes

Honesty is an important quality to have when using social media, and in the case of trolls, honesty may be the best policy. By owning up to and correcting mistakes, you are not only addressing the trolls comment, but potentially gaining respect from consumers by owning up to your error.

  • Use humour to make light of the situation

Humour is an excellent way to defuse a troll in a light-hearted way, while also acknowledging what they have said. This can be a great way to turn a potential negative into a positive, leaving your brand unscathed.

An excellent example of a brand that used humour to defuse a potential troll is Woolworths.

Last year, Woolworths had the most epic response to a failed troller regarding spaghetti. What made it so memorable? The whole situation was done via an Eminem rap! Check out this article to read more about it!

woolworths-eminem-facebook-post

Do you know of any brands that have effectively addressed an online troll?

What do you think would be the best way to defuse a troll?

 

Until Next Time,

Chloe – The Stressaholic xx

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Confession #7 – I love Casey Neistat.

Casey Neistat is one of the most popular vloggers on YouTube, with over 4 million subscribers, and recent video views of 2+ million! Now that is what I call #winning at YouTube!

youtube-logo-full_color

Most people, including myself, would think that someone as successful as Casey would definitely be getting paid for all of his content – the misconception being the basis of what they are being paid for.

In all honesty, I thought YouTube paid YouTubers per view and per subscriber, and boy was I oh so very wrong.

It turns out that in order for YouTubers to monetize their videos they have to go through AdSense.

 

googleadsense

AdSense is an advertising placement service that website owners and YouTubers can use in order to earn money – through displaying targeted ads on their content. So when you see an ad pop up while you are watching a video, that is good old Google targeting you (which is when you instantly regret Googling super weird stuff!)

So through AdSense YouTubers can display ads, which is how they earn their money.

But there is not only one advertising monetisation option- YouTubers have two major options, as highlighted by Video Power Marketing.

OPTION 1: Cost Per Click (CPC)

With this option, brands pay for the amount of clicks their ad gets. If the viewer doesn’t click the ad, the content creator doesn’t get paid for it.

OPTION 2: Cost Per View (CPV)

This option pays YouTubers based on the amount of views an ad gets – however; the ad must be viewed for at least 30 second and/or half of the ads length.

So now we know a little more about how monetisation and YouTube works, lets go back to one of my favourite and highly successful YouTubers, Casey Neistat.

Casey, a New York residing daily vlogger and film maker gives viewers a taste of his daily life hanging out around New York, working with celebs such as Karlie Kloss and travelling all over the world. Just your average Joe – NOT!

As I previously highlighted, Casey’s videos and subscribers are in the millions, and because of this, would be a highly valuable asset for a business to try and make money on through advertising. This too could be said for Philip DeFranco and Jenna Marbles + So many more! – highly popular YouTubers with loyal and targeted followings.

So what can businesses do with CPC and CPV advertising to increase brand engagement?

Well, knowing that these YouTubers have loyal followings, brands could use these viewerships to their advantage – each YouTube influencer having an abundance of views on their videos each and every day!

Because of this, brands can ensure they are reaching out to a specific profile and volume of viewers; generating vast amounts of awareness to that targeted audience, even if the ad is not clicked or watched for its entirety!

Some other great reasons to use CPV and CPC YouTube advertising?

  • It is highly targeted by Google AdSense.
  • You don’t have to pay for the ad spot until it has been clicked or viewed for the specific time by the viewer.
  • You can measure your return on investment to see how effective your ads are.

atomix_cpc

 

Now knowing brands and AdSense via Google are looking out for good content and strong followings to place advertising, what can YouTubers and content creators do to make sure their videos are getting the most out of their monetisation?

Use targeted key words & create more content.

Some targeted key words are more valuable then others, therefore, advertisers are willing to pay more for them.

For instance, the words “Car Reviews” may be viewed as more valuable for a car dealership or brand due to the ROI being higher – those key words potentially targeting people more open and willing to buy a car.

In addition, creating new content frequently can ensure you get the most monetisation out of your videos – as the more you make, the higher the chance of a greater income stream.

So if you are planning on starting a monetised YouTube channel, I would definitely use these tips along with your understanding of CPC and CPV to your advantage, as…

YouTube advertising is here to stay!

 

Do you have a favourite YouTuber? What types of ads do you normally see before their videos start?

Until Next Time,

Chloe – The Stressaholic xx

Confession #6 – I’m a Fitbit fail.

I tried to be a fitbiter, and I failed miserably. I wore it everyday for weeks, and one day I just forgot to put it on – and that was that.

However, even though I lost my motivation, Fitbit never quit on me! I got emails, reminders, and push notifications to keep my hard work up, but I just couldn’t get back into my groove – proving that I am a failed Fitbit consumer.

But what Fitbit have got going is very much the future of marketing and product development: Wearable tech that monitors our daily activities and interacts with other devices.

Now, to be honest, if a marketer could physically follow their target consumer around all day everyday, I am sure they would, as the more information they have on consumers the better! BUT that is just unrealistic. So what can brands do instead? Create a devise that will do all of the hard work for them! Because…

More consumer information = Greater insight for marketing activities and decision-making.

What makes this possible? The Internet of Things!

The Internet of Things, put simply by Jacob Morgan via Forbes, is “the concept of basically connecting any device with an on and off switch to the Internet.”

Marketers can use so many different platforms and products to become more connected and personalised with their consumers, and can include:

  • Car voice recognition
  • Home appliances (dishwashers, coffee machines)
  • Speakers
  • Heart rate monitors
  • Security systems
  • Aeroplanes

+ MORE!

So in a world that is rapidly progressing towards greater connectivity and convenience through The Internet of Things, what could the future hold for a brand such as Fitbit?

Fitbit blenders
  • Connecting your morning alarm through the Fitbit app that turns on the Fitbit blender to make your morning smoothy?
Fitbit music
  • A product feature that uses daily mood, as identified by consumers manually through their Fitbit device, to create a daily playlist to keep you motivated throughout the day?
Fitbit shoes
  • Shoes that track your daily steps, physical activity, and also acts as scales for consumers to track their weight and muscle percentage daily?

The possibilities are endless!

 

Do you think that The Internet of Things will become more prominent in our everyday lives? And what wearable devices do you own, OR, what wearable devices would you be willing to wear in the future and why?

Until next time,

Chloe – The Stressaholic xx

 

 

 

 

Confession #5- Mobile phone = Marketers dream.

Mobile Phones is the fastest growing industry in the world, with more then 90% of adults having their mobile in arms reach at all times! People are even using it while on the toilet…(Guilty).

It is because of these reasons and many more that Mobile Marketing is highly important for any brand – so they know they are always in the palm of their consumer’s hands.

Apps, Social Media, QR Codes, Advertising, Videos, Emails, Websites – all ways the marketer can penetrate your phone to get up close and personal with you, the consumer – So many choices! So much room for marketing activities! (Wink)

BUT, because there are so many ways a brand can connect to their consumers, marketers need to ensure they are using the treasured mobile medium to its full potential, in order to reap the many rewards Mobile Marketing can offer a brand.

Nike is one brand that is doing amazing things via mobile phones, including their recent Euro 2016 campaign, The Switch. Check it out for yourself!

 

The short film was the most shared ad during the Euro 2016, with over 335,618 shares across social media platforms according to Campaign.

Along with the short film, the brand also created a hashtag – #SparkBrilliance – and a Snapchat filter for fans to combine their face with Cristiano Ronaldo- a fun and personable way for consumers to get involved in the campaign.

 

So how do brands know if they are going to be successful when engaging in Mobile Marketing? With handy insights from Andreas Kaplan’s Four I’s in his 2012 journal article, here are some simple DOs and DON’Ts of Mobile Marketing- cause if you’re gonna do it, do it right!

DO: Know your audience.

Get as much information as you can about them. Where are they located? What are their likes and dislikes? Where do they check-in? All of this information can come in handy to make the users experience better – so get all the intel you can.

DON’T: Rely on bulk messaging.

Not all consumers are the same, so why communicate to them as if they are? Bulk messaging can be annoying and irrelevant to consumers, so brands should try and avoid using standardised communication messages when possible.

DO: Customise your communication activities for your consumers.

Consumers want to feel valued and understood by brands, whether it be a location based restaurant recommendation, or reminding consumers they have unpurchased items in their basket. By making your communication meaningful, targeted and personal to the consumer, the more likely they will keep coming back for more.

DON’T: Bombard your consumer with information all the time.

Consumers don’t want to hear from you all the time – and constant emails and posts make you more annoying than informative. Just because a consumer has shown interest by subscribing to your emailing list, or liking your Facebook page doesn’t mean you should abuse that olive branch – consumers can just as easily cut ties with your brand, which is not what you want.

DO: Encourage consumer interaction.

Social media, blogs and review sites have made consumers’ opinion and insights more powerful and informative then ever. Interaction comes in many forms; spanning from a status, check-in, hashtag, app download, and even completing a quiz – these fun, trust building and value adding activities provided by the brand can keep consumers interested and keen for more (not to mention strengthens consumer-brand relationships!)

DON’T: Get too defensive

Brands cannot control the public sphere; however, the way a brand reacts to UGC is completely in their power. Brands need to ensure that they cautiously approach UGC, as negative comments can be harmful to your business, BUT, an equally negative response can be even worse.

And LASTLY,

DO: Be innovative.

Innovation can be hard work, but is so necessary for brands to strive for in order to stand out and fight through all the online clutter consumers are getting good at ignoring.

 

Do you have any DOs or DON’Ts you think should be included in this list?

Are there any other brands you think have excelled in the mobile marketing world?

 

Until next time,

Chloe – The Stressaholic xx

Confession #4- Social Media is stalking you.

Mobile marketing has revolutionised the way that marketers engage and gain insight on their consumers – so much so, that they can track our location in order to do so!

Sounds a little creepy, I know, but what seems as simple as knowing your location can be extremely informative for businesses to ensure they are engaging the right people – which is not only good for businesses, but also good for us consumers, as we don’t get irrelevant marketing messages sent our way (score!)

But how do these social media platforms track where we are?

The answer = Geolocation.

According to Alan Meyer via marketergizmo, Geolocation uses the built in mobile phone GPS system to show where the user of the device is located.

So essentially, just as we can stalk people on social media, social media can stalk us – and we let them!

How?

Facebook check-ins, Snapchat filters, Google Maps, Instagram locations + more!

For instance- Have you ever been notified by Facebook that you have friends attending an event near you? Or get an ad for a local coffee shop in your area?

That’s Facebook’s cheeky and sly way of saying – ‘I know where you are right now, aren’t I clever?’

Well, according to Facebook Business, there are 4 different ways a business can use location services to help select people to advertise to:

  1. Everyone in a location
  2. People who live in a location
  3. People recently at a location
  4. People travelling in a location

Why is this great for businesses?

It ensures you are only targeting relevant consumers – relevant by location.

This opens up a world of opportunity for small businesses, and even large and established businesses, to ensure they are reaching out to appropriate consumers in their area via their mobile phone.

But location isn’t just used for targeting consumers – Geolocation can also help spread brand awareness.

Enter: Snapchat. Snapchat logo

Snapchat allows consumers to select filters for their snaps before they add them to their Snapchat story, with may cities, suburbs and even businesses taking advantage of these filters to help promote their local area and business to help generate consumer interest.

The bonus for brands? Making an On-Demand Geofilter can be super easy, and plays to a key element of mobile marketing: individualisation!

 

Screen Shot 2016-08-25 at 1.16.03 am

Pretty simple huh?

Here are some ways that big brands, such as Nike, McDonalds and Starbucks, have used Snapchat Geofilters to make advertising fun, interactive and customisable for consumers!

 

Do you know any brands that have used Geolocation services to try and engage consumers?

Would a branded Snapchat filter make you want to purchase from that brand? If so, why?

 

Until next time,

Chloe – The Stressaholic xx

Confession #3 – Men love balls.

What’s the big deal with data? I have heard a lot about it throughout my degree; analysed it, made graphs with it, and used it to create marketing strategies…but why do businesses really LOVE using it?

To put it simply: Data = Information Gatherer and Performance Indicator.

Data is in every click, view, like, comment and questionnaire – things we do on the daily without knowing its full power and influence on businesses marketing activities.

Just like you would time yourself when training for a marathon, or scan over your Facebook posts to see how many likes you are getting, the reason why businesses collect and use data is to figure out how they are performing, and what they can do to be better, for themselves and for their consumers.

But data doesn’t always mean numbers and equations (and all kinds of confusing), which is known as quantitative data – data can also be qualitative; found in interviews, observing people and descriptions.

One brand that has used data to create an amazing campaign is Bonds.

It is well known that guys don’t really care too much about going out and buying underwear, to the point were they will wear a pair of undies until they are falling apart! However, it was this observation and findings from Nature Research and Roy Morgan, that sparked a genius campaign created by Clemenger BBDO Melbourne.

What did they discover?

Men care about their balls!

Check out the video below to see ‘The Boys’

I love this campaign. It is simple and straight forward, and makes sense with the brand, which are all big ticks for Bonds! And when you think about how the idea was stemmed from observations and insights makes data seem way less scary, and rather insightful! (Be sure to checkout more videos from this campaign as they are all fantastic!)

So, what should we do? Embrace data! Because you never know what can come of it, and with every piece of information comes an opportunity for growth and greater business performance.

What do you think of ‘The Boys’ Bonds campaign? Can you name any big brands that use data frequently to better their performance?

Until next time,

Chloe – The Stressaholic x

 

Confession #2 – I am a Facebook Connection Seeker.

What type of Facebooker are you?

  1. Obsessed – Always online, and can’t get enough of it!
  2. Occasional browser – Go on to beat your boredom in the spare time you have.
  3. All about me! – Love posting a good selfie and updating your friends on what’s happening in your life.
  4. Social butterfly – Constantly chatting and staying connected with friends and family.

Well, according to Hodis and colleagues, these are the 4 main types of Facebook users, respectfully known as:

  • Devotees
  • Entertainment Chasers
  • Attention Seekers
  • Connection Seekers

Now, to say that you are only one of the above segments may be a bit of a stretch, as I can identify myself in elements of all of them. BUT, if I had to be picky, Connection Seeker it shall be (At times Facebook is the only way I can keep a social life these days!)

But other than being able to identify what type of consumer you are, Hodis, Sriramachandramurthy and Sashittal findings in their 2015 journal article also highlight how they are useful in generating marketing strategies for Facebook!

Many businesses and brands are using Facebook to reach out to their current and potential consumers, with business pages being a great way to communicate B2C.

But how can a brand ensure they using Facebook to it’s full potential? How can they ensure they’re engaging the right people??

Enter, Hodis and colleagues!

  • Devotees – Make them Brand Ambassadors.

Devotees are extremely active on Facebook, and are not afraid to share their feelings and opinions with their peers – So make your brand the topic of conversation by engaging Devotees to do all the talking for you.

The added bonus? Consumers trust a brand much more after they have heard a friend talk about it – so Devotees posting their hearts away + your brand = WIN WIN!

  • Entertainment Chasers – Give them a quiz, show them a video, anything to get rid of their boredom!

Entertainment Chasers just want to scroll away their boredom throughout the day, so the best thing a brand can do to engage them is post visual and eye catching content. Note – as they don’t spend a lot of time online, whatever you do has to be short and impactful.

Buzzfeed does this excellently! They use short quizzes, interesting articles and oddly titled videos to catch people’s attention and get them actively participating with the brand (like today, I found out that I am a Coral Reef Mermaid – cause I just had to know what type of mermaid I was!!)

  • Attention Seekers – Use them as celebrity endorsers.

Attention seekers already think they are ‘Facebook Famous’ and believe their posts are highly influential on their peers. So why not use that high self-esteem and status to your advantage? Also, by engaging them to endorse your brand you are opening yourself up to an already established audience that will (hopefully) like and relate your product.

Lots of brands are already doing this with popular Celebrities, such as Kylie Jenner, who promote all sorts of things from hair vitamins to tea; if they have the status and followers, get on their bandwagon!

  • Connection Seekers – Throw them an event.

Connection Seekers, unlike Entertainment Chasers want to be social and interactive with their friends and family, so get these guys on board by creating some awesome brand based events.

At Monash University, clubs such as the Monash Marketing Student Society (MMSS) actively use events to promote their club to encourage students to sign up for memberships, whilst also getting likeminded peers together for a good time. So get your brands event in the Connection Seeker’s calendar and they will jump on the loyalty train!

 

So, what type of Facebook consumer are you?

If you were a new small clothing business, what type of Facebook consumers would you want to engage and how would you do it?

Let me know what you think in the comments below!

Until next time,

Chloe – The Stressaholic xx

Confession #1 – Social Media Overwhelms Me.

Social media = life. As they say, if it didn’t happen on social media, did it really happen at all?

Well, as much as I love to use, stalk people and post selfies on it, I find social media to be quite overwhelming at times. Why? Because I am a stress head and an over thinker (thanks brain – woo).

No, in all seriousness, social media can be pretty full on, and because there are so many different platforms you can use now, it can be hard to keep up; particularly when they change or update it (like Instagram’s new stories – all I can say is, Snapchat much??). And the thought of actively trying to run a business account on multiple platforms seems like a big task, especially when you are trying to embody your brand, consistently communicate across platforms about the latest offerings, while also being interactive with consumers.

Now don’t get me wrong, I love me some social media, but I am more of an observer then active poster, which is something I definitely need to improve on as a budding marketer.

So folks, I am gonna learn how to ‘social media better;’ because quite frankly, this is embarrassing –

Screen Shot 2016-08-07 at 4.44.37 pm

In a great journal article, Kaplan and Haenlein outline 5 points on how to ‘be social’ on social media – providing guidelines on how to use the Web 2.0 to your advantage in order to gain the most out of all of your social media accounts, both professionally and personally.

  • Be Active – If you want to build relationships with followers then you need to get active. Share, like, comment and post your heart out, across the mediums you think work best for you. But, there is a catch- you cannot post too much. There is a fine line between being active and overwhelming, and you don’t want to scare people off. So find that happy medium and go for it.
  • Be interesting – Find your point of difference and use it to your advantage. If you are posting the same stuff as someone else, why should people come to you? Find your unique point of view and love what you post, and the followers shall come.
  • Be humble – Don’t assume you know everything when it comes to social media. Be open to learn and accept advice from others, because there is always room to grow, and the last thing you want is to be perceived as ‘fake’ or ‘insincere’
  • Be casual – Especially for business accounts. Save the serious stuff for somewhere else; make social media fun, inclusive and engaging for all.
  • Be honest – Stay true to yourself, and be the best version of you. The last thing you want is a Taylor Swift and Kim Kardashian drama; own your stuff and keep it real.

One business I think is smashing it on social media is Oreo. Their quirky images, bright colours and interesting ways of showcasing their delicious cookies makes them so unique and likeable on their major social media platforms.

1.8 million followers on Instagram, 891 thousand on Twitter and over 42 million likes on Facebook – they are #goals for any brand, and I will use them as inspiration when I break out into the marketing world (Which is coming soon! One semester to go!)

 

So, now what? I am going to put these tips to the test and start to really open myself up to being an active social media participant, and no mere observer. I am going to step outside my comfort zone of just using my good old friend Instagram, and start to really use Facebook and Snapchat. I believe once you become better at communicating for yourself, the better you can communicate for a brand in the future.

So, what brands do you think use social media well? Do you have any tips on how to best use social media?

Until next time,

Chloe – The Stressaholic x