Looking Ahead: Marketing to Generation Z

Screen Shot 2014-08-22 at 7.51.46 PM

By Pam Sahota

Generation Z – a generation not born just on the web, but born into social media at their fingertips. They use iPhones and iPads before they begin preschool. They are the generation who has already begun to dictate how we as brands market ourselves across social.

Let’s first define Generation Z and their preferences/behaviors:

  • Born in 1995 or later (although there are some sources that say after approximately 1990).
  • Dictate family purchases
  • Expect transparency and honesty from brands
  • Choose a product over a brand
  • Choose to turn off geo-targeting over privacy settings
  • Communicate in images over text
  • Prefer social channels such as Snapchat
  • Entrepreneur-minded
  • Want to change the world
  • Care how they spend their $ (more than their millennial counterparts)
  • Multi-task with up to 5 screens at once
  • Prefer curation over sharing
  • Want to be successful over discovered

Sounds great, but now what? Generation Z means we need to change, tweak, and focus our marketing in new ways once again. If Generation Z is your brands ultimate target (if not today, then maybe 5 years down the road), then you need to start adapting and evolving now. Be ready for when your brand is of their consideration.

Consider the following tips for today, as you move forward:

  • Focus on image based content
  • Use multiple social channels, especially channels which are more visually focused (i.e. Snapchat, Instagram)
  • Do not delete or ignore poor commentary by the audience; face them head on.
  • Allow your content to be curated across social platforms (i.e. Polyvore, Wanelo)
  • Give them a microphone for expressing their views and educated thoughts
  • Help them with their causes, or give them a new one

This is just the beginning. As Generation Z continues to grow, adapt and determine our new technology, and challenge brands by saying what they want as the best product ever…marketing will continue to evolve. We must continue to observe this generation’s consumer habits and everyday behaviors when it comes to content consumption, technology adoption, and of course how they prefer to engage with one another, and our brands.

Image Source: Business Insider

Further Reading:
http://www.businessinsider.com/generation-z-spending-habits-2014-6
http://mashable.com/2014/08/20/generation-z-marketing/
http://www.telegraph.co.uk/news/features/11002767/Gen-Z-Gen-Y-baby-boomers-a-guide-to-the-generations.html

Why It’s Not Just A Social Media Campaign

intertwined

By Kristin Dziadul

There is no such thing as a “social media campaign” anymore. Social media is no longer the new kid on the block — it’s pervasive, it’s intertwined, and it’s here to stay — in some shape or form. It is not an island off on its own as it once was a few years back. Anyone who is deeply embedded into the digital marketing scene understands this by now (…hopefully). And if you are in the weeds of digital marketing, this serves as a good refresher for other channels you can combine for maximum reach and results.

It’s integrated with landing pages. It incorporates content in the shape of blog posts, photos, slide decks, ads, and so on. It’s a part of everything we as marketers do today.

That is why it’s so important to consider social in ALL of your marketing and advertising efforts. It would be a failure NOT to.

Let’s evaluate a few marketing initiatives that weave in social media for multi-channel campaigns:

Company Announcements

It’s safe to say that a good number of your customers and broader audience follow you on Twitter, Like you on Facebook or have +1’ed you on Google+. But that is not reason to keep big company announcements such as a new product launch just on social. Many of your customers and total potential audience may not be on any one of those channels or paying attention at the exact moment you publish your announcement on social.

Channels to incorporate with social for announcements:

Blog posts, email blasts, online ads, landing pages.

How these combined channels boosts these announcements:

By spreading the word of what you’re announcing far and wide, you’re ensuring the largest amount of targeted people will see it. Never assume one channel accomplishes all (although there may be a few rare exceptions).

What I typically recommend to clients is to have a supporting landing page or blog post that accompanies the announcement and tells the whole story. You can then use that content to post on social media, email to your list, send advertising traffic to, etc. And several of those campaigns should be done at once, never just alone. Every marketing channel is meant to boost up another. For instance, if you email out your new product announcement and have share buttons at the end, you are encouraging people who are excited about it to share the news on their networks.

Customer Feedback

Many say that social media has replaced small-scale customer survey/feedback efforts. While that may be true in some cases, it doesn’t fully work. You can never get the in-depth, detailed feedback you can from surveys run through SurveyMonkey or the like. It will never beat an in-person or phone interview. So while asking quick questions to poll your audience on social media can be a good way to get some quick feedback on one particular area, you need to do more.

Channels to incorporate with social for feedback:

Use a survey tool like SurveyMonkey or an email blast to send out the survey.

Depending on how large of a study you’re doing, you may even incorporate paid ads to gather broader feedback. You may also want to create a landing page with the survey embedded right in it.

How these combined channels boost feedback:

A good strategy here would be to create the full survey using your tool of choice and then select some of those questions to ask candidly on Twitter, Facebook, Google+, etc. across a period of time. Never just rely on social all of the feedback you need unless it’s just one small question here and there. Simply use social media to support the larger campaign here.

Lead Generation

I consider social media to be a lead nurturing and long-tail lead gen channel. It’s certainly not for immediate conversion purposes (although that may happen if you get very, very lucky). I emphasize to every one of my clients that social media’s purpose isn’t just to make money — it’s for many purposes surrounding lead gen that are equally important and can eventually lead to making money.

Channels to incorporate with social for lead generation:

Lead gen should certainly be a multi channel effort. And depending on your budget, lead qualification capabilities and sales team bandwidth, it’s something you can expand very quickly. Lead gen can be done through online advertising, eBook/whitepaper/data sheet/etc. downloads, specific landing pages, paid lists (although I am morally against this), events (trade shows, conferences, meetups), and on and on.

How these combined channels boost lead generation:

As I mentioned, having several other stronger lead gen channels (such as a whitepaper download, and online advertising campaign(s)) running as well as constant social media activity is the ideal. Use social media to continue educating the market on what you do, what your company stands for, and why they should want to work with you. When your followers happen to stumble across an ad or piece of content you’ve published elsewhere on the web, and they’re now familiar with you, they’ll be much more likely to convert since you’re a known name to them.

In a wrap

Long story short: weave social media into every other activity you’re already doing. Whether it’s a product launch announcement, customer feedback initiative, lead gen goal, or other activities like hiring and branding, use social media in the mix and treat it equally to other channels you’re also using. A holistic approach like this will allow you to run the widest reaching, most successful marketing campaign.

 

Image courtesy of deviantart.com

 

When does your back to school audience shop?

Screen Shot 2014-08-12 at 6.31.27 AM

Editor’s Note: This is a guest blog post by Teresa Valdepenas, a creative strategist at DigitasLBi. See more about Teresa below.

It’s back – back to school season that is. We all know one of the biggest shopping holidays of the year is here and according to eMarketer digital spend is slated to increase 16%. But BTS shopping is no longer 3 weeks before school starts and no longer just about the pensive mom and her cart in the store, examining one among the myriad of notebooks 3 weeks before school starts.

If she’s not your one audience, then who is? When should you connect with the shopper and is the shopper Mom, Dad or child? What motivates your consumers to purchase and how do they do it – selectively over time or do they wait to pounce on last minute deals? Take a look at who purchases your products when and where. I’ve listed 5 possible mindsets for a little insight into how timing can play a big role in deciphering your consumers when they shop.

The Prepared & Productive

For some BTS shoppers, the race begins 2 months in advance (see here.) This group of people is driven to be productive, check to-do’s off their list and feel prepared. They actually start early enough to enjoy the process. It’s for these novelty-seeking preparers that we’re seeing the season arrive so early this year. More than ever, it’s forcing traditional shoppers out of their regularly scheduled 3-weeks before routine. No one wants to miss out on the latest styles, so reinforce their decisions to buy the latest and greatest. Both mobile and in-store browsing are significant and ongoing behaviors here, so continue to reach out to them throughout their browsing period.

Last Minute Rushers

For those who don’t feel such a rush of accomplishment and pride when it’s all done and paid for, Last Minute rushers may be just your typical procrastinators. Many of us avoid whatever we aren’t excited to do or fear having to do. These guys likely see shopping for needs in general as a chore, waiting until the very last minute to do them. Make their job easier by bundling items together based on what they typically need to get started so they can run in and run out with what they need.

Value-Conscious Deal Thrilled

These cost-savvy consumers are willing to wait until the sales hit. They aren’t loyal. But they have a sense of pride knowing they’re getting the best deal, and feel smarter for having the willpower to wait. Convince them with price but also messaging that lets them feel all the wiser for getting a bargain.

Wait and See Observers

These guys are not motivated by feeling prepared, avoiding the negative or by getting a good deal. But they are motivated by quality and will wait to see what shakes out as the best or most widely reliable. Use reviews and advocates to work in your favor – post school-start, find ways to bolster your greatest products to hit home with this crowd.

Entrepreneurial Influencers

Lastly, there’s a new group of young folks whose entrepreneurial spirit causes them to become their own brand (especially apparel.) They buy the latest sneakers to resell to their fans or buy to DIY and then resell to peers, known as ‘me-tail.’ Such opportunists naturally could be seen as competition for some brands, but others are willing to embrace this behavior and win the affection of these influential consumers (ie. ASOS, who have their own marketplace that allows people to sell new and used clothes.) Like these brands, you can encourage them to buy, help them customize and sell your products in a way that you can control.

Consumers 101: Timing is everything. Cater your messaging to your target in a way that’s most relevant to them at the right time and it will certainly resonate.

 

Further Reading:
Back-to-School Time Is Now All the Time, eMarketer May 14, 2014
Mobile-weilding Dads embrace back to school shopping, 12 September 2012, Iconoculture
 http://newyork.cbslocal.com/2014/07/29/survey-back-to-school-shopping-kicks-off-2-months-before-school-starts/
http://rocketfuel.com/downloads/backtoschool8x11.pdf
http://www.mediapost.com/publications/article/181644/back-to-school-shopping-bringing-up-daddy.html
 
Image Source:
thinkmarketingmagazine.com
 
About Teresa Valdepenas
Teresa is a creative strategist at DigitasLBi. When she’s not traveling to seek out remote cultural experiences, she loves burying her nose in the latest book on social psychology and helping brands achieve their goals in an effective but creative way. She believes that understanding people and their behavior is the most valuable (and fun) part of successfully marketing a brand. And after all this reading, conversation and deep probing thought, she still believes good old-fashioned whole hearted laughter, whatever it’s about, is truly the answer to most things we need or want in life.

Market to the Trees, Not Just the Forest

by Elisabeth Michaud

As a digital marketer, much of your job is a numbers game: you’re focused on the quantity of website traffic, email click-throughs, social media shares, new prospects and how to push them above a certain score when you’re nurturing them with campaigns. All these elements of digital marketing are important, of course, but it’s an easy trap to fall into focusing ONLY on these metrics. The funnel can be a blessing and a curse for us as marketers armed with Google Analytics and a finite budget.

However, step out of your marketer’s shoes for a moment and imagine the most powerful draw to a new brand you’ve experienced lately: most likely it wasn’t the email copy in a promotion that appeared in your inbox or the Facebook sidebar ad that linked you to a new whitepaper. What probably made you want to try a new brand or product was a recommendation from a friend or a story you heard about something the company did that stuck in your mind. The interactions we have with brands and products as individuals can be far more powerful than the digital marketing numbers game that we all play (and need to play, to keep our marketing engines humming, test improvements, and more).

Some of the most successful marketing for online companies has revolved around the way they’ve treated individuals, and how the individuals or news outlets spread that message when the company spent extra time or effort to take care of their customer. Think of the countless stories we’ve heard about Zappos, a major online footwear and apparel retailer, whose customer service associates have ordered pizza, sent flowers, and gone to extreme lengths to ensure their customers had a good experience. You can buy advertising that will reach as far as these stories of Zappos employees’ goodwill did, but you’ll never get the same return on investment from it.

Similarly, consider the payoff Canadian Airline WestJet saw when they created a fun Christmas surprise for just one flight’s worth of passengers (and captured the event on video) by showing up at their destination with gifts they’d told Santa they wanted just before departure. Listening to the request of each individual passenger on that plane, and making a big investment in one small plane’s worth of customers to reap major PR and marketing benefits throughout the rest of the holiday season, and beyond.

As another example, think back to a time you may have received a little extra special attention from one of your favorite brands. For me, I remember trying out a new fashion brand with an online purchase and receiving a hand-written note from someone in the company, telling me she hoped I enjoyed the garment I had ordered and thanking me for being a new customer. It took that person a few extra moments to write the note, but the return on her time? I told several friends about the incident, ended up Instagramming the garment and note, and posting a thank you to the company on Twitter, too – all creating ripples that spread from the little extra attention this company gave a new customer.

So when it comes to your next digital marketing campaign, think about how you can maximize the resources at your disposal to make a positive impact on the individuals who buy from you – not just the masses who receive your email blasts and trickle through your customer acquisition funnel. Like Zappos, WestJet, and many other brands who use this strategy, you’ll be glad you did when the “free” word-of-mouth marketing and publicity comes rolling in.

Speaking Into The Air: How To Ensure Your Content Marketing Connects

Image courtesy of http://static.guim.co.uk/

Editor’s Note: This is a guest blog post by Alysa Seeland, a content marketing expert for early stage startups. See more about Alysa below.

 

“Written kisses don’t reach their destination, rather they are drunk on the way by the ghosts. It is on this ample nourishment that they multiply so enormously.” – Franz Kafka

The digital age provides perhaps the greatest opportunity we’ve ever had to gain customers. We’re in their pockets, at their fingertips and in their newsfeeds. Being top of mind has never been so accessible. So why does it feel like an echo chamber?

As with any age, the digital age is simultaneously and opportunity and a dilemma. We’re poised on the tipping point of virality and obscurity. We have to craft every tweet, every blog post, every landing page for the possibility millions of viewers, often to find one or two who are truly listening

2.73 million blog posts are written daily – not to mention tweets, Facebook posts, Instagram photos etc, etc, etc. That’s quite a few “kisses” that never reach their destination. The sheer volume of content has produced what Jenna Walker, CEO of Artifact Uprising, has called “digital paralysis.” In many ways, our customers have simply stopped listening.

What does this mean? It means good content is more valuable than ever. Here’s how to make sure your content connects:

1. Listen First

The most important part of any form of communication is listening first. This can take place in a number of ways, but my favorite ways to do this are customers interviews (yes, actually get on the phone with them!), perusing the comments on popular blog posts in your industry, and reading the tweets around a particular subject.

As you’re doing all of these tasks, take notes of the themes that come up (on an actual notepad!). Then zoom out and take a look at what you’ve discovered. This will probably require some interlinear spelunking because as it turns out we’re not always good at saying what we mean.

As marketers, it is our job to connect the dots. We’re the Great Translators, and unless we do the diligence of understanding what it is our customers want, they’ll never care to hear what we have to say.

2. Speak To Add Value

One of the biggest mistakes I see content marketers make is the incessant need to publish something. When quantity increases, quality runs away with the spoon. Instead of tweeting every hour on the hour or publishing a blog post every day, gain your audience’s trust by starting small and concerning yourself with finding or creating quality content.

You want to train your audience to be interested in what you have to say. That starts with surprising them with your intentionality and ends with teaching them to expect great things.

3. Mean What You Say

“When you take a word…you must realize that you have not taken a tool that can be thrown aside if it will not do the job, but you are fixed in a direction of thought which comes from afar and stretches beyond you.” – Hans-georg Gadamer.

Just as your customers may not always mean what they say, you must doubly make sure that you do. Are you making your audience think of the very thing you wanted to avoid by telling them “Don’t think of a pink elephant”? Your job is to submit yourself to the significance of the “sign” or the meaning behind the words. Here are some questions I consider:

  • What are all possible interpretations of this word?
  • What is the likely interpretations given the socio-economic backgrounds of your varying customer profiles?
  • Are there negative connotations of the word?
  • Is it still worth using?
  • Is this the best word available to me given how my customers talk about this problem?

Phew! That’s a lot. But when it comes to content, a little bit of dynamite on the right fracture does the same amount of work as lacing the whole mountain.

4. Your Audience Isn’t Everyone

“True communication entails a communion, a sharing of inner experience.” Leo Lowenthal

If your company is truly solving a problem, you’ll be able to find it through one or two shared experiences of pain, frustration, delight or bliss. When you narrow it down to these experiences, you get a clear sense of who you’re talking to, and most importantly, what they care about.

For example, if you’re a company selling a chemical-free product for pets, you’re targeting pet owners, not baseball fans. Trace the breadcrumbs back to the puppy days, to the belly up naps in their lap, to the muddy paw prints on their floor, to the toxic chemicals under the kitchen sink – ack!! You’ve found it – the place where pain threatens delight and that’s where you come in.

The goal is not to reach everyone or anyone, it’s to reach someone. That happens when you truly know who they are and what they care about.

The Takeaway? Make It Stick

In the incessant stream of content vying for people’s attention, success boils down to one thing. Want to know if your pasta is cooked? Throw it against the wall and see if it sticks. Content marketing is like that. The truth of the matter is you can do all of the above and still not quite get it right. That’s a frustrating place to be. Resist the urge to apply crazy glue and keep cooking. If you are truly paying attention to your customers and adding value to the conversation you will find something that sticks. And that, my friend, is an exciting place to be.

 

About Alysa Seeland

Alysa is the Content Manager for KDMedia LLC. When she’s not sipping espresso, creating an email campaign, or chasing one of her boys, she employs visual storytelling to create effective videos for SMBs. With both B2B and B2C experience, Alysa found her home in early stage marketing and believes success comes not from a secret formula, but navigating the everyday day violence of ordinary events.

Five Ways to Stay on Top of your Social Media Game

Screen Shot 2014-07-21 at 9.18.17 PM
by Pam Sahota

Our lives are busy. We get up, work out (if there’s time), run off to our office (wherever that may be), check our insane amount of email while we slug some caffeine, and hope to make it through the day without having to take most of our work “home” that evening as well. So when do we stay on top of what’s happening in the world, what the latest trend is, and what social media app is hot now? We have to make time. The key is to find efficient and enjoyable ways to do so.

Here are a few of those that may suit your digital fancy…

1. Twitter - This one is a no-brainer. Some may feel like Twitter moves too fast, or it’s hard to keep up with the latest news. However, if you make a Twitter list for different categories you’re interested in, then you can focus on the content you want, and when you want to consume it. For example, you could have a news list to read on your commute in the AM (or while you’re at the gym); an entertainment list when you’re kicking back after dinner or taking a breather while grabbing a coffee; a publication list for your favorite magazines and bloggers who you like to follow. Either way, Twitter makes it easy, and the closest you’ll get to some of the “real time” news you need to know. Whether it’s Vine’s new app additions, the latest iPhone update, or a sports score, Twitter will have it all.

2. Pulse - A simple, easy, and user-friendly way to aggregate your news and publication content in one place. And since it’s been “linked up” with LinkedIn, you can share easily, as well as sign in through your LinkedIn account.

3. CNN Breaking News - One of the few apps I make sure the notifications are always on. It’s the app that lets you know when crazy shit goes down, right then and there. Seriously.

4. Flipboard – Similar to Pulse in some ways, with the aggregation. The difference is mainly for brands. The ability to have mobile experiences for your content is more expansive on flipboard. There are also more ad opportunities for your branded content. From a consumer perspective, it’s more about your preference on what you prefer for your user experience. Swipe or Flip?

5. tumblr - You can make tumblr another news feed type source if you subscribe to the blogs of the brands and publishers you love to consume. For example, I follow brands who put out cool insider content that you can’t always get on any other site or channel. It’s not always the of the minute news, or mainstream announcements, which is why it’s awesome. For example, you can get first time releases, TV Show premieres, and behind the scenes type content.

So in the end it’s all about your preference. No time? Corral it one place. Prefer different apps, that’s ok too. For example, Mashable has a great app where you can swipe through their daily content with ease. And if you and your friends have a favorite app or tool, please share!

Image Source: Techcrunch

How to Maintain Focus on Marketing in the Summer

summer focus

By Kristin Dziadul

It’s hot. It’s sticky. We’re in no mood to put up with scope creep or petty debates when we’d rather be poolside soaking up every ray of sun this summer. But is that our biggest problem? Do we get too excited for the summer weather (and I don’t blame you, I’m born and raised in New England) and lose focus and make sloppy decisions? Possibly.

Yet, it’s not just this season that cause a lack of focus — it’s the lack of understanding for how to focus and where to focus that can be our real downfall. We’ve all been in those over-attended meetings where everyone throws in ideas, people get excited, and before you know it, the whole messaging platform and feature set of the product has expanded and shifted. Wait… What?! So what happens when your team doesn’t know how to get out of that black hole?

Having experienced this happen time and again, here’s how to focus your marketing efforts and core feature sets, even during the hot and sticky summer months:

Always remember what you stand for

This past weekend I was at Cape Cod and observed a beachside walk-up restaurant demonstrating clear signs of a lack of focus. First, there was a massive line — and I mean 40+ people. I tried to figure out why. Then I saw it: the menu. 50+ options, spread across multiple whiteboards, on printed out pieces of paper, and posted all over the side of the building. How could customers ever make a decision? This small restaurant was trying far too hard to be everything to everyone — even offering calamari and Cod dishes! Instead, they should have kept it simple with 1 easy-to-see menu with about a third of the options. I’m positive that would have cut their line down significantly.

After observing this, I realized it applies to so many companies that try to be everything to everyone. They feel they need to add more and more features and functionalities that don’t match the core of what the company does, and in turn, that causes all facets of the company to suffer since they’re spread too far and wide. So in short, remember what you’re on a mission to do (and do well) and stick to that. You will turn some people off, but perhaps they aren’t even your ideal customer.

Customer Needs/Wants/Desires First

You’ve probably been in those meetings where someone says “It’d be awesome if we had this in our app!”, and everyone claps and smiles at the idea. On occasion its fun to brainstorm all of the possibilities for what your product can do, but at the end of the day, it’s what your customers want and need that matters in your product. You and your team may not even be the target customer for your product, so as much as you’d love to see a feature added, do your users really want it?

Your customers may not be ‘wowed’ at all if they can’t even focus in on what to do with your product! Center back on your them and make sure that what you do is focused on the core set of features that makes them truly happy.

Realize your budgets, team capabilities and timeframes

It would be great if you could use every ad platform out there to accelerate lead gen and spread your messaging, but is that really affordable and manageable? Probably not. And yes, it’d be awesome to have an absolutely massive booth at your next conference to garner attention, but how much will that cost and do you have the staff to plan for and man that? Maybe not.

So anytime you’re planning for the next marketing campaign or activity, keep in mind how much money you realistically have to spend, how much time your team has to devote to it and when you need to realize results by. That will all be a big determinant of what you can do, and will keep you focused as well.

So whether it’s the summer heat making you tuned out and tired, or just the lack of organized decisions within your teams, use these above principles to bring back focus to the core of what you do. So have fun, dream of big plans, but always remember to focus in like the lens of a camera to make the right impact.

What other ways do you and your team maintain focus? Have things gone seriously awry, and how did you fix that? Leave your advice or experiences below!

 

Social Media Marketers Have World Cup Fever (and it’s making some of them delirious)

by Elisabeth Michaud

The World Cup: a massive, global sporting event held once every four years. A chance for incredible athletes to win glory for their home nations, and an opportunity to unite soccer fans (and new, sometimes temporary, enthusiasts) who speak a myriad of languages in cheers and tears.

It’s also one of the most heavily marketed events on the calendar, and social media (especially Twitter and Tumblr) have been popular outlets for brands to take advantage of it. While some brands have chosen to officially sponsor the event (Adidas, McDonald’s and Budweiser are all doing so this year), others have opted to ride the coattails of the event by using related content to spark interest and engagement in their brands.

With tons of excitement around each and every match, and half the world watching (and live-tweeting) them, it’s no wonder that many brands have jumped on the real-time marketing bandwagon in order to snag a share of the #worldcup buzz. While some of the campaigns have been well-executed, others have crossed the line into some bad puns and worse taste. Do these social media marketers have World Cup Fever–and is it making them totally insane?

 

1. Delta

Early in the World Cup, Team USA played Ghana. Delta, a brand with flights to both locations, shared this tweet:

Delta Ghana tweet

At first glance, a nice, congratulatory post to the US Men’s National Team…until you realize that there ARE no giraffes in Ghana and the image was posted by an ill-informed social media manager or creative team. Cringe. The brand apologized and removed the tweet, but Delta definitely lost the trust and respect of many travelers that day.

2. KLM

Another airline, another Twitter gaffe. This time, Dutch airline KLM’s social media manager felt like celebrating the Netherlands’ win over Mexico:

KLM World Cup Twitter Fail

Mexican fans weren’t exactly LOLing at this one–the tweet received many negative responses. While the image was certainly on-brand, the gloating sentiment wasn’t, and KLM removed the post later that day.

3. Coors Light

On the day the USA played Belgium, nearly every brand in social jumped on one, single idea: that boycotting Belgian waffles would be an appropriate reflection of their patriotism. Amusing for brands like Waffle House and IHOP (with a couple of well-crafted tweets to back them up), but I fail to see how Coors Light made the connection:

Other than being slightly more American in heritage than competitor Budweiser (part of Anheuser-Busch In-Bev, a Belgian company), there just doesn’t seem to be a point here. And those waffles look delicious!

With only a few more games to go, I’m hoping these World-Cup-crazy social media marketers pull out their most creative content for the final.

3 Reasons Why Pinterest Thrives During The Holidays

Editor’s Note: This is a guest blog post by Tammy Luksich, a content expert with a knack for Pinterest. See more about Tammy below. 

Have you wondered why social media, particularly Pinterest is so addicting? As it has been described as “ESPN for women,” just what is in the social media crack that has you clicking “Pin It” over and over again?

Here are three reasons why Pinterest thrives on social media addicts, especially during holiday season.

The Skinny

  1. Visual media is the dangling carrot for web surfers
  2. It saves time for party planners.
  3. Do-It-Yourself ignites the excitement firework in your brain.

Taking it piece-by-piece let’s start with the first item:

Visual media

1. Visual media is the dangling carrot for web surfers

Let’s outline this statistically, shall we?

  • 90% of information transmitted to the brain is visual
  • The brain process visual information 60,000 times faster than text
  • 40% of people respond better to visual information than plain text

Wait… You mean to say…

The Importance of Visual Content | Infographic Courtesy: Business2Community.com

The Importance of Visual Content | Infographic Courtesy: Business2Community.com

How many of you scrolled straight to the infographic and started reading? My point exactly.

LuckyTamm: We Remember Infographic | Statistics Source: Business2Community.com

LuckyTamm: We Remember Infographic | Statistics Source: Business2Community.com

Crafty individuals like to show off their creativity. Pinterest is a perfect venue to do so. Especially since it allows for succinct and organized manner and as you can see, Pinterest is chalk-full of dangling holiday preparation carrots.

Pinterest is chalk-full of ideas amalgamated to leave your mouse scrolling and your mouth drooling. | Image Courtesy: Tammy Luksich Pinterest Profile

Pinterest is chalk-full of ideas amalgamated to leave your mouse scrolling and your mouth drooling. | Image Courtesy: Tammy Luksich Pinterest Profile

Saves Time

2. It saves time for party planners.

Most working professionals would agree the term “busy” is an understatement. Between dropping off the kids at summer camp, keeping up with a daytime job, maintaining household chores, and managing time to make it to the gym, making T-I-M-E to schedule a Fourth of July barbeque is challenging! The beautiful thing about Pinterest, is it helps expedite a lot of the “idea generating” process and helps you come up with a lot of creative ways to host a fabulous barbeque for everyone to enjoy. It may just have a zillion party planning templates for you to peruse through as well.

In relation to the Fourth of July, here are some of the top pins you may find useful:

Do-It-Yourself

3. Do-It-Yourself (DIY) ignites the excitement firework in your brain.

Question: Did any of you know the “mason jar” had so many uses prior to Pinterest? It seems like for every Do-It-Yourself project, there is some type of mason jar craft. I’m just sayin’.

According to Mashable’s story: Why Is Pinterest So Addictive, the “I can do that” factor plays a major role in Pinterest’s popularity gas tank.

Do-It-Yourself ignites a new kind of online excitement. | Image courtesy Flowtown, via Column Five

Do-It-Yourself ignites a new kind of online excitement. | Image courtesy Flowtown, via Column Five

Most Pinterest users that have gotten married, given birth, or tried inventing their own ways of organizing or “Mason Jar Ideas” are either cussing or praising the explosion of Pinterest. The main advantage to DIY Pinterest project is they are fun ideas that you can make on your own or save for a future time to make. Lastly, you don’t have to be a carpenter or an electrician to create some of these projects. Pinterest is basically your operator’s manual for creating cleverness on your own.

Your Turn

Why do you think Pinterest is so appealing?

Has a particular pin helped you save time?

Why is DIY taking over?

 

About Tammy Luksich

Content Marketer in love with #Sports, #SocialMedia, & my #FurBabies! | Web Ninja | Crossfitter | Yogi | Adventure-Seeker | NM | #Besomebody Enthusiast

See more of Tammy over at her blog, LuckyTamm.com!

Don’t Get Lazy, Keep your Social Audience Engaged This Summer

Screen Shot 2014-06-14 at 12.54.23 PM

By Pam Sahota

It’s easy to get a little lax during the summer, especially when the warm weather hits, and the patios are enticing you to come hang out. Just remember, your consumers are thinking the same thing. They’re excited for the summer, they want to drive to the beach, relax on their porches, have bbqs with their friends, and travel for the long weekends. So in-between your sunshine and beers, remember to be there for your consumers too.
Here are three approaches to consider as your brand engages with its audience across social:
1. It’s not about the social channels you have, it’s about what your audience is doing on those social channels this time of year. For example, they may be planning their summer adventure on Pinterest; capturing their new friendships on instagram, and/or tuning into the World Cup on Twitter. So what do you do about it? Engage with them in a way that’s conducive to their behaviors during this season and on that channel.
Tip: Don’t put out the exact same piece of content on every channel. #Lazy
2. Provide them with content that will help them get what they want and desire this summer. For example, if they’re looking for ways to enjoy their weekend, give them ideas and share your thoughts. No need to put your product/service on full display during that content messaging, but subtly demonstrate that your brand is more than just a product. It’s a brand that offers more and can be a daily (or regular) part of their lives — especially when the hot hazy summer days drop down upon us.  Be the brand they are excited to see content from as they’re on their long road trip killing time on their smartphone, swiping through instagram.
3. If you can’t do “real” time, plan ahead. Not every brand can monitor conversation 24 hours a day. Sometimes you have to plan for what’s going to be “popping” in social conversation. For example, we all know the World Cup is this month. Most brands have planned what types of conversations will occur, and will be ready to engage when that time comes. Another thing that happens every year is July 4th (oh yea, that awesome day with red, white and blue, and amazing patriotism, and yes bbqs too)…be ready for it in advance, but also allow for some day of changes to pop into conversation as news develops.
And while you’re sipping that beer, and laying on your hammock, just check in on your brand a few times here n’ there. You never know when that awesome opportunity to start a conversation (not just join) could be ripe for the picking.
Image Source: theprospect.net
Follow

Get every new post delivered to your Inbox.

Join 131 other followers

%d bloggers like this: