CSULA.MKT380

Alfonso M. López ✪ Entertainment Aficionado 🎥 Sailing Enthusiast 🌊 Marketing Virtuoso 💵 ✪ This is a blog for MKT 380 Intro To Social Media 

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Jewels

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KFC Creates Colonel Sanders LinkedIn Profile.

LinkedIn is a great social professional platform that is a business-oriented social networking service. With 400 million users the site is the worlds largest  professional network. By using a LinkedIn profile members can view their connections employment, education, volunteer & activism interests.  Many professionals take the time to make sure their profiles are up to date with current information while KFC on the other hand saw an opportunity to add their recasting of Colonel Harland Sanders into a LinkedIn marketing strategy. Norm McDonald is now in the role of the KFC spokesperson. The comedian has a distinct delivery which makes him a great choice for this campaign.   Colonel Sanders profile summarizes his experience and asked to be endorsed for skills in:  Chicken Fryin’ Colonelin’ Lawyerin’ Handsome Writin’ and such & Stylin’ Colonel Sanders has always been the embodiment of the restaurant.    KFC had a really cool Colonel Sanders concept with the incorporation of LinkedIn and it does stand out on a platform that for the most part is strictly business.  By posting a work time line to Colonel Sanders it takes the satire to hard to reach professional audience in a playful way. Not taking itself too seriously this might get a few other spokespersons taking notes of what to put on their LinkedIn profile. Jack in The Box, Little Caesars, and Bobs Big Boy would be my first 3 candidates.   

See Colonel Sanders LinkedIn Profile here:

https://www.linkedin.com/in/harlandsanders

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What to say and how to say it....

When writing about an area of interest it is a good idea to keep in mind that bite size information is best because it made to be shared. Thinking as a marketer the goal of a post is to get the reader to a train of thought they may have been already prepped to follow but has not seen any supporting voices to encourage them to take a firmer position. 

Knowledge seekers will find out all about a topic continuously so by filtering out good solid information from questionable “facts” thereby separating the informed from the tabloid sense of truth that is often found around the internet. New Brands can use this type of consumer behavior to position themselves as not only a for profit entity despite the fact that it is what the primary goal of a business is. Ideally the perfect mixture would be to incorporate the core values and corporate culture of a company into the next campaign that compliments it purpose. The challenge for a newcomer is building credibility with their audience. A revealing study has shown that 43 percent of social media users don't know where the stories they read originally appeared which is an opportunity for the lesser known products to align themselves with great resources while still delivering quality content.  Keeping in mind that they must first build a reputation can be a daunting task for a small business without the financial leverage an established corporation has for original content, brands can easily look to partner with knowledgeable and reputable influences to create partnership that are mutually beneficial.  So if you do not know what to say, find someone that has your point of view and could benefit by you seconding the experts in the field.

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Using Virtual Reality to Gain Consumer Insights

Virtual Reality has the ability to cement feelings of empathy in people and marketing researchers are not ignoring it. Lieberman Research Worldwide conducted a research experiment on virtual reality and found that "people waste less hot water in the real world after watching their avatar consume coal while taking a virtual shower." They also concluded that people develop more financially responsible behavior after seeing themselves as an older avatar. The capacity to transport customers to any environment and gather data of their experience is a great advantage. Knowing a customer’s mood when walking through a hotel lobby, or a grocery store, and what it feels like to someone who has had a long day and is on a budget can give insights to removing barriers that are in the way for that person to make a purchase.  PETA has been conducting research in which people undergo virtual reality as a chicken. By experiencing fear, some outcomes could result in consumers reducing or eliminating consumption of chicken or switching to more humane brands.Many countries are attempting to reduce outsourcing of jobs in hopes of domestic economic advancement. For example, products and services in the United States tend to cost more than in China due to higher labor costs. American marketers can campaign virtual reality as sweat shop workers in developing countries to sway consumers from buying imported products, and thus encourage American-made products.

 With this advancement in gathering consumer sentiment and behavior, new possibilities are within reach. The ability to take customers anywhere and have an experience that is so immersive in nature and increases the authenticity of responses, can help create a brand campaign. Check this link for more:  

http://c.ymcdn.com/sites/www.casro.org/resource/collection/C6EDD686-8021-4E44-9224-80338955B152/Virtual_Reality-Advancing_Market_Research.pdf

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Yelp Yourself.......

Yelp has given word of mouth marketing an amplification since 2004 by being able to connect great businesses with people seeking their products and services. I have used the app a few times and have gotten some good recommendations for automotive detailing work.  By the numbers yelp activity ranges from 22% - Shopping 18% - Restaurants 12% - Home and Local Services 9% - Beauty and Fitness 7% - Arts, Entertainment and Events 6% - Health 4% - Auto 4% - Nightlife 4% - Travel and Hotel As a small business using Yelp the listening advantage gained is valuable in knowing what your customers are saying about your brand. Responding to negative comments is also a strategy a company can win back people who have had bad experiences. 

Competitive companies can look to see what customers are saying about the other businesses in the same market. It can be useful to know what is and is not working for a rival brand and gain new perspective on next steps. Recently in San Francisco, a man left a damaging Yelp review about a Chinese Restaurant that he claimed refused to service him. The owner of the location posted video footage of the reviewer visit which turned out to be 22 seconds long. An exchange of words began between the irate customer and justice seeking proprietor that in the end gave notice to the fabricator that he would be charged with trespassing if he were ever to be caught back in the establishment. So while there are advantages to Yelp in helping with customer satisfaction it is also a platform that can be used in making claims that not also be a true reflection of what a customer feels or experiences. 

Read the exchange here: http://www.dailymail.co.uk/news/article-3013078/Chinese-restaurant-owners-catch-lying-Yelp-reviewer-surveillance-footage-showing-restaurant-22-SECONDS.html

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Sustaining a Shift in Consumer Behavior

Brands are waking up to the idea that aligning with global issues and incorporating these values into product offerings not only make sense but also lead to dollars in revenue. Corporations like Nike have been able to change public sentiment against their supply chain problems in Asia,by re positioning themselves as a company that promotes sports and now aspires to positively influence the health and well-being of its consumers and to participate in the fight against obesity.

Marketers and brands will find it worth while to keep it local and make sure to reach the peer network of influencers. Most feel part of community when others are also participating and are more inclined to change habits with others support and encouragement. 

By signaling that sustainable consumption personally benefits the consumer  it will motivate a change in buying patterns. Without an increase of information customers will not know the impact of the product purchase they make. Once purchasers know they can do something different they can focus on quick wins in shifting consuming mentality. Raising awareness thru social media is also crucial for sustainability ideas to be exchanged and promoted.

On a personal level the target segment will feel like they made a difference when making purchase decisions. Brands that offer more data and research can reach a higher level of engagement with trials of new campaigns. When consumers behavior improvement gains momentum the drop in prices for everyday commodities will be a great motivator to be proactive in the crisis of depleting resources. Keeping in mind that this message is different from be told what to consumer, rather it is more of a focus to inform individuals the effects of  their consuming habits. For more on sustainable consumer consumption:   https://www.ama.org/publications/E-publications/Pages/ama-journal-reader-march-15-consumption-sustainability.aspx

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Lego: The Perfect Building Block for Marketing

Personally, I cant think of anyone who is not fond of Lego’s. The 82 year old toy, (The LEGO Group was founded in 1932 in Denmark.) is one of the most iconic toys ever made and has managed to blend multiple brands under one roof. The genius behind Lego’s is their ability to preserve outside brand recognition within it’s tiny brick world while managing to keep it’s own identity.  A large part of Lego’s appeal is how simple the blocks and characters are but with the customers own building talents added can make complex and fun environments. The success of the LEGO movie went on to prove that product placement can indeed meld into the background and essentially become a 90 minute advertisement. By adding voices of household name actors and quotable dialogue Lego has reached a new level of subliminal marketing. 

Another point to mention is that the audience base for the LEGO product crosses over from adults that played with the toy sets when they were children, who now have kids of their own. Both target segments can relate with new memories and bond over the nostalgia of younger days. Lego is in the envious position to create an impulse reaction by adding classic movies like Back to the Future and popular comic book characters such as Batman to their micro universe. There is even a local Los Angeles Artist who has been able to get a following by focusing on Lego Based celebrity portraits as well as other pop culture references. 

It seems as if toys, amusement parks, movies, art, and whatever else can be dreamed up can also be converted into a winning product strategy for LEGO and company.

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Netflix Paris Live Prison Marketing for Orange is The New Black.

Netflix is innovative. From it’s service, original content, and marketing campaigns the company really knows how to make a scene. Creating a business model in response to an outdated and inefficient brick and mortar rental system the world has seen Netflix steadily come of age. With original content Like House of Cards, Daredevil and Orange is the New Black, the entertainment company has a large audience of fans around the world. Which is why the marketing idea to use live actors against a faux prison in Paris should be applauded.

Eye catching to say the least. Passersby stopped to snap photos and shared the scene across social media. The stunt was a perfect way to remind viewers in France that the 3 season release is soon approaching and just how clever Netfilx can be to get you to come chill with them.   See the video here http://www.creativeguerrillamarketing.com/guerrilla-marketing/netflix-transforms-building-facade-prison-promoting-orange-new-black/?utm_source=ReviveOldPost&utm_medium=social&utm_campaign=ReviveOldPost

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How Prince Viewed the Value of the Internet

The news of iconic singer musician Prince came to a shock to all his fans around the world earlier this week. His passing brings to memory a statement he made in 2010 about the internet being over. There were those that heard the statement that would dismiss his viewpoint especially with how much the internet has become an integral part of daily life. But was he right about the internet to some degree?  Prince later clarified what he meant by saying the internet was over was that it is over for any musician who wants to use the web make money. Now that may be taken as a true statement by those who have not found the fortune and legacy that Prince was able to achieve in his lifetime and what it considered the value of music.  It is interesting to note though that even though Prince seemed to have a defiance towards technology and the possibilities it can  bring, as a marketer there are ways to raise returns by making the most of the available channels the internet has made possible. At a time where even though he will not be getting paid for his music there is the  ability to pass on his work to other future generations  by way of the internet that will inspire people for as long as the data is stored and made available. It seems that Prince wanted his audience to experience his work in a certain way and perhaps there is value in that.

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Who’s afraid of a little mingling?

* Interacting with other people to exchange information and develop contacts, especially to further one's career."the skills of networking, bargaining, and negotiation" “It’s not what you know, it’s who you know.”  And so defines what is deeply necessary to manage in life.... networking. Regardless of where the phrase originated from or who first realized the importance of knowing important people, the wider your scope of contacts the better. As a marketer there is great value in being comfortable with networking. Connections, relationships, and resources, networking is a great way to pair within any given industry.  Not knowing how to find a mentor or a safe place to practice this essential activity I resolved myself to become fluent in this area. A look at social events in the surrounding city took me to an annual awards celebration for the top legal firms & attorneys. Not having any real background in law, (except for occasionally being on the wrong side of it) it was the perfect place to conduct a live exercise to perfect my technique. But what if I had nothing to say.....

There were many reasons I’d told myself to not go to the event. 

I don’t know anyone here...                             This is not my industry...                                                      But I like being an introvert..... Needless to say I did go. Sure, I made some mistakes. Put my foot in my mouth a few times, on the same token I was able to see how the best of the best interacted with each other. What was their approach when making an introduction of a colleague? Considering how they carried themselves around others who at some point they may be on opposite ends of a case against.

It was all very fascinating and I left with a better understanding of how to involve myself into conversations and expand my circle of contacts. For those who may not lean towards jumping into the deep end the way I did here are some pointers on the topic of networking.   

http://fortune.com/2016/03/27/networking-event-success-tips/

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Marcas rinden tributo a Prince

LEE LA NOTA COMPLETA AQUÍ

SÍGUENOS EN FACEBOOK

SÍGUENOS EN TWITTER

SUSCRÍBETE A NUESTRO CANAL DE YOUTUBE

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AI: Doomsday Device or Liberation Engine

The machines are coming...

That may seem like a the plot of a science fiction thriller however the machines are already here and are they hard at work, learning. Learning to work at an alarming rate. Many alerts have been raised by the intelligence community in response to advances in artificial intelligence. 

Automation and outsourcing are the major concerns of rising trend in robotics. Predictions that humans will no longer be employable and will become obsolete are starting to look at all scopes of jobs. A poker algorithm robot has become nearly unbeatable by learning peoples gambling behavior patterns matched with possibility calculation of the card about to be dealt.  Dude, where's my job....

Paralegals have been impacted by AI software that can scan through legal documents and cross reference cases up to 80-90% as efficiently as a human can. And, Freight drivers may see an added  threat in the coming years when semi trucks have a driving algorithm that navigates them on their routes while the truckers become backseat drivers. 

In a time where a digital revolution in machine learning is emerging there are also plenty of exciting possibilities. There are those in the field of robotics that believe work will not go extinct but evolve with AI. 

The app economy for example has boomed since the advancement of the smartphone and created new wealth which was an industry that was nonexistent years ago. Data scientist and analyst will be in high demand along with the knowledge that at the end of the day AI is meant to contribute and help humanity excel and live better lives.

“Imagine a robot that finds an object that it's never seen or used before—say, a plastic cup. The robot could simply send an image of the cup to the cloud and receive back the object’s name, a 3-D model, and instructions on how to use it” J. Kuffner, Google Technology can aid humanity and that should be what we are scripting machines to do. We have the opportunity to create new a model of not only how we work but why we work.  For more on AI check out: http://www.businessinsider.com/experts-predict-that-one-third-of-jobs-will-be-replaced-by-robots-2015-5 

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Curves in the road ahead for Uber

Price surging controlled by the Uber algorithm, which is a process or set of rules to be followed in calculations set by a computer, is being highlighted in a case directed against Uber CEO Travis Kalanick. The accusation is that the Uber CEO and its drivers enter into an agreement to charge the surge price in areas of high demand. One way to think about this is imagine if all cable providers charged the exact same price influencing the market and shutting out competition.   It is important to point out that Uber, the company itself, has not been named as part of this lawsuit. While Uber CEO Kalanick will have to answer to the allegations since he lost his attempt to get the anti-trust lawsuit that claims he has been fixing high prices for Uber's users dismissed, it remains to be seen what precedent this case may set for other ride-share and other modern tech companies.  

What can Uber do to turn things around?

With so much riding on the choices Uber needs to make moving forward, focusing on the corporate culture would be a intelligent move. When the company started five years ago it disrupted an huge industry and during it's rapid growth and ascension, aggressive strategic maneuvers where accepted and even applauded. However with the mounting lawsuits and negative PR Uber has been getting, setting a new tone of company ethics can add benefit to a service that a large number of customer do find value in.

A spokeswoman for Uber reportedly said: “These claims are unwarranted and have no basis in fact. In just five years since its founding, Uber has increased competition, lowered prices, and improved service.” For more on the Uber case check out: http://www.nbcnews.com/tech/tech-news/uber-ceo-must-face-price-fixing-lawsuit-passengers-n548981http://sonnyholmes.typepad.com/.a/6a00e552250bc988340120a51b339b970b-800wi

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Virtual reality, check!

With the approaching release of the Oculus Rift, virtual reality is poised to make its grand entrance to the open market. With pre-orders now having a 4 month back-order lag the anticipation is building as the July release comes closer, and closer. 

So how much is it and what can we expect?

The price for a Oculus rift headset is $599 and has not deterred customers from lining up to get their hands on a pair. Gaming experiences are most likely first and foremost what comes to mind when discussing VR, however companies have also jumped on board to bring audiences into a new form of delivering messages. 

Dos Equis took the new tech and made the opportunity for customers to go to a VR party hosted by the most interesting man in the world. The 3 minute experience ad was produced around Halloween to simulate the environment of a well-to-do ritzy get together that gave viewers the chance to be an invited guest at this soiree.  

Now with an new all immersive communication channel available companies and brands can take customers on countless adventures that centers around their product offerings. Connecting consumers to product experiences,educational experiences, and product extensions in ways never before possible.  

For more about VR for marketing check out

https://econsultancy.com/reports/a-marketers-guide-to-virtual-reality

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The Big Deal On Big Data

The internet has brought the world so many great resources, but aside from the seemingly endless amount of cat videos, the real treasure chest lies within the clicks of the search bar.   What is “Big Data” and how can marketers use it?  Techtarget.com defines Big data as an evolving term that describes any voluminous amount of structured, semi-structured and unstructured data that has the potential to be mined for information. 

By peeking into the actions of consumers during the customer life cycle, marketers can leverage new insights to adjust their value proposition offers.  

For the mass audiences this may not seem like a big deal..... Having Big Data about your target segment can help track leads and follow up with people interested in your product or service. Marketers with the aid of Big Data can now find consumers who are actively seeking out specific goods and services in real time. 

Big Data can also improve the way your content is delivered to your audience. Reviewing the search history of a potential customer can reveal reasons why they did and did not complete a purchase. Combined with up-to-the-minute information, marketers can now make better predictions of what that customer is likely to respond to. 

Predictive analytics uses many techniques from data mining, statistics, modeling, machine learning, and artificial intelligence to analyze current data to make predictions about future behaviors.

Look at the behaviors and profiles of your customers on your social media sites. Chances are they are leaving valuable information about their preferences. The most popular sites such as Google, Facebook, and Twitter all have free tools that you can add to your arsenal of knowledge. Check out more about Big Data http://www.inc.com/aj-agrawal/4-ways-big-data-is-changing-seo.html

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Millennials in the Marketing Mix

Tracking customer performance to make analysis and recommendations is the challenge many companies face. Discovering what emotionally moves consumer behavior is how marketing succeeds in connecting campaigns with the right audience.

However it is not just a promotional message that achieves this as it is creating and communicating to deliver satisfaction to the target segment. The buzz word group on the minds of companies are millennials. Seeming to maintain sole interest on the sizable number of the category without much sense of why they are marketing to that group in the first place. What do millennials really want?

If companies have their fingers on everything, then they grasp nothing. A deep understanding of the business goals brings specifics for what the marketing campaign is constructed to achieve that leads to the selection of the right segment.

First time mothers for example are at a point in their lives when habits change and this is an opportunity to become part of that new change in consumer behavior.

With great power..... Fine tuning to millennials to specific attributes like age 22-25 and taking into account what do these customers care about. Considering where do these millennials buyers look for your product, maybe on a college campus and perhaps by using apple iphones. Precise identifications like these are powerful and meaningful so accordingly the reason to market to them should also be just as clear and concise.

If the goal of the game is to garner brand recognition through social media then a new brand can make the most of choosing millennials as the go to audience.

For more on this topic check out this article on Social Media Week website: http://socialmediaweek.org/blog/2016/03/millennials-marketing-why-brands-are-getting-it-so-so-wrong/

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HUNT the TRUTH

HUNT the TRUTH is a fictional investigative audio series set in the universe of HALO. Starting just before the events of HALO 5: Guardians, season one of HUNT the TRUTH follows journalist Benjamin Gir