How many screens do you have and use consistently?

Marketers using Multi-screen campaigns

Lexus Case Study “The Other Side of Lexus” connected ads put consumers in the driver seat.

To engage 25–34 year old men and promote its F Series performance vehicles, Lexus partnered with Team One and Microsoft to launch an innovative multi-screen campaign called “The Other Side of Lexus”. In this Creative Sequencing, Seth a car and sport enthusiast, begins the first part of Lexus’s extreme sport series “Ride with the Other Me” on one screen, then is able to follow a progressive story of adrenaline-pumping adventures, including sky diving, cliff jumping, and stunt driving, across different devices throughout the day, each time picking up where the series left off. The campaign culminates in a full-screen experience where Seth can watch more videos and explore the high-performance Lexus F Series. Take a look!

Lexus used this innovative multi-screen campaign to build relationships with millennial men and succeeded by increasing awareness for their sport vehicles, reaching their target on a broader scale. The most effective content are based around a story that gets the attention of others to engage with your brand longer. All the high impact content led to an above benchmark click-through rate of 1.3% and 2.1% user interaction rate. The online video ad played a crucial role for Lexus to reach their audience wherever they are and extend the impact of their integrated campaign.

According to Nielsen, Millennial males are, in theory, elusive creatures. They’re commonly thought of as cord cutters who can’t be—and don’t want to be—reached. But many marketers remain eager to connect with this young, digitally savvy group. Millennial Men 18-34 years old are perceived as innovators, trend starters and predictors of the next big thing, millennial males lead the pack, in one way or the other. Nielsen

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Multi-Screen World

With consumers constantly switching between desktop and laptop computers, tablets, mobile phones, wearable devices, and connected TVs, it’s difficult to target users with relevant ads. However, a multi-screen strategy is the future for marketers. According to an October report from eMarketer, U.S. adults are expected to spend 22.9% of their time in 2014 on mobile devices (non-voice), compared to desktops/laptops at 17.7%. The average time spent on mobile per day has jumped from 3.7% in 2010 to 13.4% in 2012 and now to 22.9% for 2014 (per the chart below).

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This increase signals that consumers are quickly taking hold of more screens, and marketers should follow. Marketers should understand the role of each device in order to know how to evaluate the performance of the campaign and the performance by platform. Streaming media is appealing to marketers because it represents a seamless way to integrate audio and video into a website and it allows companies to speak directly to current and prospective customers and to promote their products in a visual, interactive manner.

“Technology is putting consumers in control of what, where, when and how they consume content, so it’s incumbent upon marketers to go find their audience and aggregate meaningful impressions across multiple video screens,” said Andrew Ward, group VP of national advertising sales for Comcast Media 360.

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Will you “meet me at Starbucks” for a date?

World’s Largest Starbucks Date!

Starbucks is teaming up with dating site Match.com for a Valentines Day promotion where they will stage the world’s largest Starbucks date on February 13, 2015.

Starbucks is using Twitter https://twitter.com/hashtag/StarbucksDate?src=hash to engage with customers around this seasonably appropriate initiative. Starbucks will be offering coffee and snack promotions, as well as photo props so customers can take photos and share online with the #StarbucksDate hashtag.

Match.com and Starbucks are enabling something that’s already happening.

Having first dates at Starbucks. http://www.prdaily.com/Main/Articles/18049.aspx

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The “meet me at Starbucks” media campaign was designed to show the ways consumers use Starbucks to connect with other people. A documentary style video shows a day in the life of Starbucks. http://bcove.me/72v95twd

Twitter has proven to be an incredibly valuable tool for the popular coffee chain with 7.2 million followers Starbucks has been hugely successful. The company has become quite the model for social media therefore I have listed key business lessons that can be learned by following Starbucks social media success:

1. Build a genuine connection with fans. Make it a long-term strategy to identify why consumers love your brand and use social media to build on this. The majority of Starbucks Tweets are directed at specific Twitter users.

2. Make engagement worthwhile. Humanize the experience. Invest in great photography, stories behind your product, and promote exclusive deals. Fans that are connected to Starbucks catch the updated news and product info. Give customers a way to interact on social media.

In October 2013, Starbucks launched a “Tweet-a-Coffee campaign that enabled people to give the gift of a $5 gift card just by putting both @tweetacoffee and a friend’s handle in a tweet. Users had to link their Starbucks account to Twitter and their credit card to the account. Now Starbucks knows the Twitter handle, mobile phone ID and customer ID for at least 54,000 customers and this campaign prompted $180,000 in purchases!

3. Use the brand page as a listening tool. Respond to any issues, or proactively offer answers as customer needs arise. No company wants negative press about them so by responding to customers directly and quickly, this shows that the company cares about the customer who buys its product.

I believe the #Starbucksdate and “meet me at Starbucks” marketing initiatives are innovative and have accomplished building relationships with consumers.

Do you set up meetings at your local Starbucks?
Or better yet have you suggested meeting your blind date at Starbucks?

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How should marketers approach diverse ethnicities? Ask Comcast!

Screen shot 2015-02-02 at 10.40.52 PM burrell_xfinity_bannerRelatability matters, as shown by the latest Census Bureau figures, which have caused marketers to sit up and take notice of previously neglected populations. Two of the largest minority groups are Hispanic Americans representing 17% of the U.S. population and African Americans representing 14% of the U.S. population.

With high buying power and growth potential, marketers of all sizes are taking note, though some more proactively than others. (Comcast, 2012)
Comcast launched microsites specific to diverse communities to initiate and build relationships with ethnic groups, offering access to special programming for African American and Hispanic audiences. “Celebrate Black TV” “Latino”

Comcast created each microsite to bring together culturally relevant entertainment from a variety of sources in a central, easy-to-navigate location. In 2013 alone, the sites achieved more than 3 million visitors. They have seen tremendous growth in Comcast’s On Demand and Online offerings of content designed for these communities.

I feel the efforts made by Comcast to recognize African American and Hispanic Americans unique culture is outstanding. And for these efforts Comcast was honored with various awards, recognizing the company’s commitment and leadership in supporting multicultural communities.

According to Nielsen, 77% of African Americans indicated their heritage was an important part of who they are. Hispanics do not necessarily mirror consumption patterns of all consumers and therefore it is essential to understand their needs and wants as well. Nielsen

Can you name a few Fortune 500 companies that are building relationships and marketing to minority groups?

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5 Reasons to Use Twitter Lists

WVU IMC Blog

What did I spend my Saturday night doing? Well, in between class readings and discussion posts I decided to re-organize my Twitter feed by updating my lists. I’ve used Twitter lists in the past, but my feed needed a mid-winter cleaning. I felt like I was seeing content from the same accounts all of the time and was missing great information.

If you’re new to Twitter, afraid of Twitter, or just need a reminder…Twitter Lists are a fun little feature that allow you to organize the people you follow. Twitter Lists make your life easier for a variety of reasons and my top 5 are listed below (in no particular order).

  1. Looks out for the little guy – The median lifespan of a Tweet is approximately 18 minutes. It is absolutely unrealistic to read every Tweet that flitters across your stream. Lists help organize content so that you have…

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Gladiators are you ready?!?! Social TV in just two more days!

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Must-Tweet Television

Ever since I noticed the buzz around ABC network primetime show Scandal via social media I have been hooked. ABC and the writers are selling an experience and engaging millions of people with weekly do not move from your seat episodes. ABC aired their fall finale of Scandal Season 4 on November 20th, 2014 with a return date of January 29th!

If you aren’t familiar with the show:

Scandal, a phenomenally popular television show on ABC, has much to teach the social media marketer. Scandal stars Kerry Washington as the fearsome and formidable Olivia Pope, a former White House staffer and professional “fixer” who spends her time managing the crises of Washington’s elite, dodging attempts on her life, and thwarting the advances of her former lover (the President of the United States, no less). There are plenty of conspiracies to unravel and backs to stab, so it’s no wonder that critics and viewers were slow to take to the show when it first aired. Yet by the conclusion of its second season (2013), the show was a bona fide hit, regularly drawing almost 9 million viewers. It’s up even more in the key demographic Adults 18-49 +43% compared with last season, according to Nielsen.

So how is emerging media affecting today’s marketing efforts?

Scandal has become a live event where the DVR is not an option. People are spending time in front of the TV with digital and mobile devices and from my experience Twitter is the main way people are interacting with the program followed by Facebook.

Twitter is the best channel for direct communication with consumers; it is an easy and cost-effective way to gain exposure for your brand. By using social TV the network paved the way for future dramas as a collective multimedia experience versus traditional measures. Television drives campaign reach, but digital provides incremental reach and the opportunity to reinforce advertiser messages across platforms with increased frequency. Consumers are using second-screens in ways that are natural extensions of the programming they watch. (Nielsen state of the media, May 2014)

41% look up information about characters

29% use email/text to communicate

18% read conversations on social media

12% send votes or comments

“The Show That Twitter Built”

With over 500,000 Twitter followers and 4.3 million tweets last season ABC succeeded in growing “Scandal” brand following.

Here is how ABC’s Scandal recruits fans on Twitter:

Challenge

Rally fans on Twitter to drive them to the live airing of the season three premiere

Solution

Use specific hashtags and existing fans or (#gladiators the label devotees have adopted for themselves) to drive new fans to the show via Twitter. The network, ABC, actively drives viewers to the live-tweeting using both on-air hashtags and promos tagged with voice-overs such as “to tweet with Kerry Washington, use #AskScandal.” After the star Kerry Washington finished live tweeting she gained more than 16,000 followers in one night.

Results

Record ratings for the season three premiere of the show with 10.5 million viewers, more than 700,000 Tweets about the episode according to Nielsen

https://media.twitter.com/success/abc-scandal-recruits-fans-on-twitter

By using Twitter and Facebook in just a few creative ways mentioned above, the network has enhanced their traditional ways of advertising in attracting viewers to the show. The combined social network and ratings growth from season one (2012) to season three (2013-14) is truly an overnight success.

Tweet with @kerrywashington and @KatieQLowes tonight at 7PM ET and ask all of your questions using #AskScandal!

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Keeping up with Emerging Media

What is Emerging Media?

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Emerging media covers many platforms and technologies including social, digital and mobile media.

Here is a short list of the most dominant emerging media platforms at the present:

  • Web sites
  • Social Media Networks
  • Blogs
  • Podcasts
  • Streaming video

There is one defining characteristic of emerging media that I find interesting: Communication is interactive therefore users can be a receiver and a sender.

Why Emerging media matters?

Brands are increasingly executing interactive marketing campaigns in an effort to gain customer attention. Traditional approaches to marketing involve brands sending out a radio broadcast, TV spot or print campaigns in the hopes that people will take notice; interactive marketing, on the other hand, involves the consumer. http://www.trendreports.com/article/interactive-marketing

Consumers interact daily with brands seamlessly across multiple digital and offline channels, challenging marketers to stay up to date in order to build relationships with consumers on a personalized level. Bottom line, multichannel marketing is important because you must be where your customers are.

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