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How Social are you?

How many different social media accounts do you have? I’m guess there are even a few you have forgotten you signed up for. I’m certainly guilty of this, checking out something new then losing interest as it fails to gain participants or just doesn’t appeal to me (and can someone please explain Snapchat to me). This really isn’t a problem, when Josh or I decided to quit a platform. We are our own brand yes, but few people look for us outside of this blog, instead we get found on those networks. There isn’t going to be a great deal of capital lost from Josh taking a break from Twitter when we aren’t on a business to consumer program. However a larger brand, let’s say my employer must be a bit more strategic.

 

There was a great deal of buzz around the marketing department when MRA decided to start an Instagram account. This would be a companion to their existing presence on Facebook, Twitter, and LinkedIn. These other accounts are managed by multiple members of the team who coordinate and monitor the content. Instagram in an increasingly popular and powerful platform for brands. So why would you want to wait to join in? Well, one major reason to be strategic is time. Until an organization has a plan for who will manage and when content will be added, it’s best to wait. There is also the element of listening that must be attended to, who is going to then monitor this new account and interact with followers?

 

Winter is definitely here as Josh, one of our drivers, discovered yesterday! #MRAmobile #LifeOnTheRoad

A photo posted by MRA mobile experiential (@mra_experiential) on Dec 21, 2015 at 12:59pm PST

 

Another reason to wait and evaluate the usefulness of a particular platform, is having the right content. Will the managing team members be able to gather enough appropriate and engaging material to make the efforts rewarding. Speaking of reward, what can this particular platform give an organization, the return on investment. If one employee is going to be dedicated to only monitoring and managing social media accounts, what is that cost and the cost of tasks that must now be reassigned? Are these social interactions going to lead to new business? There are certainly a number of industries and business that won’t see any benefit from platforms like Facebook or Instagram. A mobile experiential firm is not one of those. Without the right combination of presence on media platforms we could easily look outdated to a protective client. Many firms seeking these kinds of services aren’t necessary going to find a vendor on Instagram but they might be engaged enough to make an inquiry.

Winter is definitely here as Josh, one of our drivers, discovered yesterday! #MRAmobile #LifeOnTheRoad

A photo posted by MRA mobile experiential (@mra_experiential) on Dec 21, 2015 at 12:59pm PST

 

By having a presence on selective social platform, firms like MRA can give prospective clients great insight into how we do business and what we provide. While Twitter, Facebook, and LinkedIn are all placed that MRA shares a mixture of information about their business and the industry, Instragram is becoming a place to get to know the people behind the projects.

 

**For my regular readers this post has a slightly different format, as it is part of my coarse work for SNHU.

 

Keller, K.L. (2013) Strategic brand management: building, measuring and managing brand equity. Pearson Education, Inc. Fourth Edition

Kumar, V., & Mirchandani, R. (2012). Increasing the ROI of social media marketing. MIT sloan management review, 54(1), 55.

Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston, Mass: Harvard Business Press.

Streatfield, B. (2015, December 23). “Rise of a tech giant: the history of Instagram”. The Telegraph. Retrieved from: http://www.telegraph.co.uk/technology/technology-video/12064686/Rise-of-a-tech-giant-the-history-of-Instagram.html

A few weeks ago in a “Travel Tuesday” post I shared a few of the mobile apps that Josh and I can’t live without. Well this list didn’t include any social selections. I wanted that post to be more about the things you might not have on your phone. We both use Facebook throughout the day for entertainment but the first thing I check in the morning (well after Lululemon for any new sales) is Instagram. We follow friends, a few interesting users and even some brands. Most of us subscribe to the marketing emails of some of our favorite brands and online stores, Instagram is nice for those and maybe a few that you just enjoy. I don’t want my inbox clogged up with direct marketing emails, well you could almost call it leafleting. Unless it is a store that I am actively thinking about purchasing from or the subject really draws me in, they get deleted. I can’t tell you how many times I’ve deleted an email from Athleta but then noticed on Instagram later that there was a sale I wanted to check out.

 

Instagram is engaging and brief, a great place for brands to create impressions. My own firm has recently started in Instagram account to reach a new audience. While all the content flows through one of two employees for posting, it originates from all employees.   We are encouraged to share images that speak to more than just the events we do or the day-to-day work. We as employees at times have to fight to be seen by clients as more than just a figure when calculating logistics. Being field staff can be a struggling in having a life outside of work, the Instagram account helps not only to put a face on the brand but also for recruitment. I just shared an image of Josh and I visiting the Alamo on our day off. We are Texas residents and were grateful to have the time off for exploring some Texas history. There are many marketing firms who use Instagram in this way, sharing moments of their staff working with client brands. While others publish their finished works as more of a resume. Both then become available as prospective clients seek out this information after seeing one of these programs in the field.

 

There is one more way that Instagram is becoming an integral part of the mobile experiential world. Programs and events are using it as part of the brand message. Jack Daniel’s recently did this for their Motel No. 7 campaign. Accounts where created for different team members of the program, acting as characters. Each accounts featured teasers before the event and images during, appealing to different consumers and creating a whole story. These account reach far beyond the actual program to consumers across the globe, all messages were carefully chosen to showcase selected brand attributes. What makes this mobile platform so useful to experiential programs is that by capturing something great in the moment then it can be easily and instantly shared with consumers, and across other platforms. Brands with mobile experiential programs are encouraging their field staff to find ways of catching these engaging moments and shaping then with context to push the message. The project I am currently on is not for public consumption but on past programs I have enjoyed this part of my job immensely. Not only does Instagram help the brands but it can also be a link to employees outside of the office.

 

**For my regular readers this post has a slightly different format, as it is part of my coarse work for SNHU.

 

Keller, K.L. (2013) Strategic brand management: building, measuring and managing brand equity. Pearson Education, Inc. Fourth Edition

O’Loughlin, S. (2016, January 4). How Jack Daniel’s Motel No. 7 achieved record social sharing. Event Marketer Magazine. Retrieved from: http://www.eventmarketer.com/article/how-jack-daniels-motel-no-7-achieved-record-social-sharing/

Streatfield, B. (2015, December 23). “Rise of a tech giant: the history of Instagram”. The Telegraph. Retrieved from: http://www.telegraph.co.uk/technology/technology-video/12064686/Rise-of-a-tech-giant-the-history-of-Instagram.html

 

 

One more week of Texas and well Texas weather.  Then it is onward to California and all our rowdy friends there.  Look Bairds we are coming!!!!

Courtesy of Google Maps

Courtesy of Google Maps

Song of the Week:

Week in Review: San Antonio treated us well!!!  We had some amazing food – check out Cured, amazing sites – the Riverwalk, and out obligatory Texas history lesson – The Alamo. To top it all off there was some time to visit our good friend Scott on his family that is every be.  May stories were shares and beers enjoyed.

Fun Photo of the Week:

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Wordless Wednesday

  

Experiential Impact

Last week I chatted a little about how hashtags and QR codes can be used on the actual surfaces of marketing vehicles, but where are they pushing consumers and why? In the mobile experiential world there are few programs that have the goal of only reaching consumers attending that event. There are exceptions to the rule, but for most it is to create public relations buzz and word-of-mouth sharing. The trouble is deciding which tools to use in moving a message forward. When a program like Coffee-Mate’s Ohio State University finals week campus invasion was being planned, the marketing team wanted a way to engage students who were outside the footprint of the event space. Not only were students using the designated hashtag given branded premiums but there was also a way to have coffee delivered around campus. By searching the hashtag on multiple social platforms, a branded coffee cart delivered to students in need. Participants were encouraged to try and talk about the flavored creamers. This program focused efforts on the message and not the platform; however Jack Daniel’s recently took a different approach. Instead of gathering impressions from multiple platforms they build the campaign from a single source and directed consumers to that platform. Like many tasting events there are a limited number of guests who will have the full experience but there is no limit to how far you can reach via the right channels. Jack Daniel’s created Instagram profile for different “characters” associated with the campaign, drawing users to the imagery even if they aren’t attending the tastings. These accounts each took on an aspect of brand attribute reinforcement.

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Experiential marketing has the goal of creating an emotional response to brand attributes. Social media outreach that connects with these type of marketing activities isn’t necessarily seeking an emotional response but instead to convey those same selected attributes. When Lean Cruising added an experiential element to their “weight what matters” campaign their purpose to let consumer see themselves in the statements of others. These contributors were blogger who represented different members of the brand’s target segment.

 

There are many platforms and methods to social media marketing within an experiential campaign but what is going to work. What is going to have a lasting impact are those whose goal is focused on specific attributes.

 

**For my regular readers this post has a slightly different format, as it is part of my course work for SNHU.

 

Keller, K.L. (2013) Strategic brand management: building, measuring and managing brand equity. Pearson Education, Inc. Fourth Edition

Kirkpatrick, R. (2015, November 23). Lean Cuisine scales new messaging with an art wall. Event Marketer Magazine. Retrieved from: http://www.eventmarketer.com/article/lean-cuisine-scales-new-messaging-to-weigh-what-matters/

Kirkpatrick, R. (2016, January 7). Coffee-mate fires up finals with social media deliveries. Event Marketer Magazine. Retrieved from: http://www.eventmarketer.com/article/coffee-mate-fires-up-finals-week-with-social-media-deliveries/

Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston, Mass: Harvard Business Press.

O’Loughlin, S. (2016, January 4). How Jack Daniel’s Motel No.& achieved record social sharing. Event Marketer Magazine. Retrieved from: http://www.eventmarketer.com/article/how-jack-daniels-motel-no-7-achieved-record-social-sharing/

Schaefer, M. (2011). The tao of Twitter. Lexington. McGraw Hill.

Week one in Texas was smooth, although the cool temps surprised me.  I know that it rains in Texas but I’m never ready for it.  This week should be a nice, enjoying the sights in San Antonio.  One of the locations we are going to is an Air Force base, I was there 20 years ago when my brother graduate from basic training.  Being a bit sentimental.  We will be rolling back to Dallas next week before heading to the Bay Area.

Courtesy of Google Maps

Courtesy of Google Maps

Song of the Week: The Open Road – John Hiatt

Week in Review: It felt like a week of running from bad weather.  So much rain and snow and well gross, I’m glad to be back to touring and hopefully better temps.  Last night we had the chance to visit with a couple of my cousin’s.  I don’t think it would be hard to see that we are related.  Josh was actually a bit startled with we first got there.

Fun Photo of the Week:

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Wordless Wednesday

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