Get Live or Be Left Behind

Is live streaming already a part of your 2017 marketing strategy?  Facebook, Instagram, Twitter, Snapchat and even Youtube are competing to be the go-to social platform when it comes to live video and stories. While millions of social media users have already embraced the technology, sharing their daily lives with their followers and friends, it is the brands and advertisers who have not all seen its full potential. But they should.

Live video content will continue to grow and become more popular because even though  Social Media Examiner reported only 14% of marketers experimented with it last year, 43% are planning to use it in 2017. Furthermore, after Facebook introduced Facebook Live,  the company’s profit tripled.  Mark Zuckerberg stated that, “Just as people used words and text to express themselves in the past, in the future more of that is going to be video.”

So how can brands utilize this immersive live video experience?

1.) Host Interviews and Q&As

Viewers are able to ask questions during the stream and get real-ti
me answers. This platform is perfect for encouraging two-way conversations and creating loyal customers or brand advocates. News outlets, sports teams, and other brand have hosted these type of live videos.

2.) Customer Service/Support

Brands can host almost what one could refer to as, “office hours” where they can address the latest concerns or issues customers are having. Viewers can once again ask questions and receive answers in real time, driving engagement.

3. ) Product Launch or Demonstrations

Way back in 2016 General Motors became the first automobile company to livestream the unveiling of a product – the 2017  Chevy Bolt EV. Other companies have followed suit.

4.) Live Events

Live events can be anything from a sports game, presentation, press conference, or concert. The Tribeca Film Festival live streamed a panel at Radio City Music Hall just tonight, including the likes of  Francis Ford Coppola, Robert De Niro, Al Pacino, James Caan, Robert Duvall, Diane Keaton, and Talia Shire to reminisce about two of my favorite movies of all time – The Godfather and Godfather Part II (we can argue which is better another time).

5.) Behind the Scenes

Lastly, another marketing tactic with live video content is providing viewers with a glimpse of what goes on behind the scenes or backstage. Many different brands including Target, Dunkin Donuts, the Tonight Show, GMA and more have participated in this type of live content creation. Even 1M viewers tuned into a live cam at and Upstate NY zoo to watch April the Giraffe give birth!

As you can see, brands have a few options when planning their live video strategies. But for any advertiser hoping to stay relevant on social media, they will  need to become familiar and comfortable with the live streaming format.  It’s the  new the norm.

 

 

 

 

 

 

Content as a Form of Advertising

During this week’s Intro to Digital Communication class, our professor posed the question “What does the future of advertising look like?”

When I consider how the landscape of advertising has shifted even over the course of the past five years, I am amazed at the important role technology has played, and will continue to play.

 

With that being said I know that the future of advertising lies in online media and videos(content sponsorships, guest posts on blogs, blurbs, etc.). Online content easy to post, distribute and circulate. Not only that but it can also increase in value over time as it remains up on the internet. The same goes for any video content.That’s why I believe ad agencies will need to have more respect and an understanding of new media sources.

A mix of content marketing and native advertising is what I believe will live best online. Content marketing can be a powerful resource for a brand because:

1.) It tells a story

2.) Doesn’t seem like an advertisement

For example, most of you have probably heard of Coca-Cola’s “Share a Coke”“campaign. This gave everyone the opportunity to personalize their favorite drink and greatly increased customer engagement as they searched for their name and shared it on social media.

Businesses wo market through content, like Coca-Cola, will be far more appealing than traditional display or search ads. I believe the future of advertising will have many more campaigns similar to this interactive, emotionally driven, and fun content.

Leveraging content as a form of advertising is what the future of marketing is all about.

 

Marketing in the Social Media Age

I have to admit that until the last year or so I did not realize how extremely effective social media can be as a marketing medium. I knew that in today’s world via Facebook, Twitter and Instagram is how many people get most of their news, find the latest products, and ultimately engage and interact with individuals and even businesses that they follow. But until I started to understand data’s role in social media campaigns, I didn’t understand the magnitude of its influence.

As soon as any content is posted on a social channel, the internet generates data. You can easily find out your content is received and acted upon (if at all). These type of tracking tools are great ways to note return on investment (ROI).

In a lot of social media strategies I have been a part of, primary goals include boosting customer engagement and brand awareness. Our digital team then monitors specific metrics to make sure that we are achieving these goals. These metrics typically include reach, engagement, acquisition, conversion and activity.

Let’s say your social media campaign is an attempt to get people to buy tickets to a concert. If for some reason your site visitors aren’t converting or making ticket purchases, for example, you need to use your metrics to figure out why. Listen to what people say on social media, learn by understanding what they need and then adapt from there.

But the five metrics I mentioned are just the tip of the iceberg. This is why we have digital and data specialists at our company. It is important to know the impact data has on social media campaigns and business strategies overall. With social media, big data is more prevalent than ever before.

The “Socialympics” Are Back and Ready to Break Records

 

Just as the summer continues to heat up, so does the talk and anticipation surrounding this year’s Olympic Games in Rio. A week from today, opening ceremonies will take place and millions of people around the world will be trying to keep track of their country’s metals.

One way to catch the latest news from daily Olympic events is through social media platforms. In fact, one could predict that the Olympics will be the largest social media event to date. Organizers of Rio 2016 already have millions of followers on their social media accounts – on Facebook, Twitter, and Instagram. So while athletes may break records on the field, mat, or court during this years Olympics, records will likely be broken in the social world too.

As these web 2.0 sites and social networking systems have been a topic of discussion this week in class, it is amazing to think how far they’ve come- and how they can connect people globally.

For example, come this August we can watch Olympic highlights on Facebook, Instagram and twitter. NBC, which owns the rights to Olympic content has never shared it on any other platforms that weren’t NBC because Olympic video content is super expensive. History is being made! There is a generation of people more likely to discover things via social media-rather than the television-and NBC knows it must capitalize on this market. Marketers in general must take advantage of the different platforms that offer different attractions for users (ex: Twitter is where expert commentators are while Snapchat is great for in-the moment videos, fun and interactivity of filters). How will they do it this time around? Social media is constantly changing and has greatly evolved even since the London Games in 2012, just four years ago.

But while TV will continue to air the full Olympics with high-budget productions and commercials, it seems as though the Olympics on social platforms will target users’ feeds with passion-based messaging, interactivity and most likely, national pride. Brands on social networks may try to do the same as Olympic content will be available everywhere!

For a few weeks social media will modify fans’ viewing habits while also presenting digital marketers with unmatched opportunities to target viewers during Rio. This is something many companies can, and should, take advantage of. With that being said, though I’m interested to see how businesses plan to utilize this social component of the Olympics, I’m even more curious to witness how my peers will watch and engage with each other during the 2016 games.

 

Source: Huffington Post; Recode