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Trolls won’t win

The internet is such an open platform, full of weird and wonderful rabbit holes for you to fall into. However, like the saying states ‘there’s a good and bad in everything’.

The good part of the internet is it connects to people around the world and creates immediate communication between users.

The bad part is the risk of encountering an internet troll. A troll is someone who posts messages in a community with the the primary intent of provoking readers into an emotional response or of otherwise disrupting normal on-topic discussion (x).

inttrolls

Trolls post negative comments to others online as they are anonymous, insecure people get a sense of power online. They use the security of hiding behind a screen and keyboard to criticise and condemn others.

Charlotte Dawson, a television personality, campaigned anti-bullying on the internet due to personal experience with Twitter trolls. She was the target of online death threats, but had to fight back against the taunts, which eventually led to her admission to hospital. The comments on the internet directed to Dawson is what eventually led her to commit suicide.

charlotte-dawson

In order to prevent an occurrence like this, here are some ways to stop trolls on the internet.

Monitor Activity

If you have adequate time and resources, make sure to monitor comments and conversations in a forum or social media to proactively remove negative comments.

Laugh About It

Use sarcasm, agree with what their saying or return the favour. By calling them out in a humorous manner it shows the trolls that comments like that will not be tolerated.

Ignore It

This is probably the easiest and smartest step to take. Trolls feed off anger and emotion. When they know you have been affected by the comments, it creates a sense of satisfaction. By ignoring the comments is the best tactic, if they don’t get a response, they will eventually go away.

Luckily for me, I’ve never experienced an internet troll but if I ever do, I would use one of those three ways to deal with them. Have you experienced any trolls, if so how did you deal with it?

 

Advertisements

Let’s just Google it

Long gone are the days of using the Yellow Pages to look for a business in mind. In 2016, convenience is key. If something isn’t easy for us to access we tend to lose interest.

The same goes for our online activity. When searching in Google, or if you are that one person who uses Yahoo, we, as mass data consuming individuals, like to have fast results. Which puts Search Engine Marketing  in perspective. SEM is ultimately using search engines to promote organisations and increase the likelihood of people clicking through to your website.

So how does one do this? 2 ways:

  • Search Engine Optimisation
  • Paid search marketing

Search Engine Optimisation

Sellers can tweak codes and tag of their page to make them more relevant and therefore more search-engine compatible (x). It’s a low cost method for an organisation to be highly targeted to potential searches.

When I type into Google, “online shopping” the following results come up.

online-shop I haven’t specifically searched the names of these online stores, however their website is encoded with title or heading tags of ‘online shopping’, prompting their brand to appear when key words are searched.

Naturally, I would probably visit the top 4 sites as it’s the most convenient for me.

Paid search marketing

Companies can pay search engines for the prime top position on the page, with a fee charged for every click. This can be expensive, however it does provide great exposure and visibility to organisations.

However consumers to trust the editorial section more so than links in the sponsored section of the searched page (x)

dog-day-care

When ‘doggy day care’ 2 paid websites do appear at the very top of the page. Personally, I always overlook any web-pages that have ‘ad’ next to them and scroll down to the editorial section. What do you do?

Search Engine Marketing is an important tool companies should utilise. As the world is becoming more digital so are consumer’s behaviour when it comes to searching for a product. A great online presence is important, but it all starts with the ability of users to be able to find your page amongst competitors.

Videos speak louder than words

How many of us have watched Harry Potter without reading the books? To some die-hard fans that would be a bizarre concept, but for me I prefer watching a movie than reading. It is so much easier to watch something as it doesn’t require as much focus and attention.

As people lives get busier and attention spans get shorter, we crave entertainment that is quick but also satisfying. YouTube, although still foreign to some, is a platform that is raging with a crowd eager to consumer content produced by users.

Youtube statAccording to Chris Anderson in the Head of TED talk, YouTube is an open platform that allows individuals to connect with the rest of the world to share their talents and innovations. Viral videos generates crowds and crowd leads to awareness of the person or the brand.

Companies have used YouTube to their advantage, reaching millions of viewers with minimal cost and promotion. Advertising on television or by print doesn’t have the same reach, impact or buzz as promoting a brand through YouTube with an innovative video.

Fanpage.it: “Slap her”

Fanpage uploaded  this video asking boys standing in front of a girl to slap her, capturing there shocked and horrified reactions on camera. Promoting the subject of violence against women. The video attracted over 33 million views and created conversation around the topic.

fanpage hit.png

Volvo Trucks – The Epic Split feat. Van Damme (Live Test)

Volvo Trucks created an innovative video to demonstrate the precision and directional stability of Volvo Dynamic Steering . Promoting the world first technology that makes the new Volvo FM easier to drive. The advertisement gained 84 million views with thousands of shares on social media and conversation on the news

Why do you think these ads made such an impact on YouTube and the rest of the digital world?

The media attention that was gained due to both these advertisements shows how powerful YouTube can be to reach a large audience. Furthermore, shows why companies would be crazy not to release their ads onto YouTube rather than traditional media platforms.

Hello, it’s marketing calling.

Can you envisage a day without your phone? Never! Our mobile phones have become embedded into our routine and necessary to complete daily tasks. In fact, 72% of individuals access social media through a smart phone. So, it is expected that marketers wish to capitalise off our addiction to our phones through the use of ads, coupons or apps.

Mobile marketing is defined in 3 conditions:

  1. Ubiquitous network, which essentially is a fancier phrase for a combination of different networks.
  2. Constant access to the device.
  3. Personal mobile device, each household member needs to have their own device.

Mobile marketing is a relatively new concept however, it can reach a wide audience if implemented correctly. Apps are an amazing tool to use to engage and enhance customer loyalty. Individuals can access apps through their personal device, across different networks. Do you think apps are an effective way to sell a brand?

The following 3 brands have used mobile marketing through the creation of apps to their advantage.

Nike

The Nike+ Run Club app motivates users, expert guidance and ability to track their running routes.

The sole purpose of the app is to assist consumers in their fitness routines, however Nike are able to simultaneously promote their products and brand to users. It is a practical solution that aligns with the brand’s image and directs their marketing efforts to their target customer.

Starbucks 

The biggest coffee chain in the world has also created one of the most successful retail loyalty programs in the US thus far. It combines a convenient way to pay for purchases, collect Stars and earn rewards with Starbucks Rewards and find stores, all on a mobile app.

sbp

Starbucks uses location based mobile marketing to allow consumers to navigate their way to the closest cafe. This mobile app provides convenience and rewards, which boosted sales and awareness.

L’Oreal 

The Makeup Genius app was developed to allow customers to see a virtual makeup look created on their face through their smartphone, using advanced facial mapping technology.

Makeup-App1-672x372

 

The app creates custom looks through the use of their phone camera.

LOREAL-MAKEUP-GENIUS-APP-try-the-look

Users can also browse L’Oreal’s product range, which can prompt sales.

beautyappmakeupgenius

We use our phones everyday and because of that we are exposed to various marketing tools that brands use specifically to target consumers through their mobile devices. They provide a solution to a problem, without directly selling their brand to consumers. I personally think a great innovative application, like the three examples shown, are a great way to connect consumer to company.

Out of the three apps shown, which one would you download and why?

In your face ads? No, thank you

Let’s face it, Facebook is the biggest platform of social media today. With 1.71 billion active users worldwide, it is important for businesses not to overlook the power of social media to reach a large audience.

For a marketers to succeed in promoting their brand on Facebook, they need to ensure their approach is one that will ultimately capture the attention of their target market.

As I’m scrolling through Facebook now, procrastinating away, I’ve stumbled upon 2 paid advertisements:

1.  This SunRice ad was strategically placed amongst my news feed, however it’s become such a habit of mine to mindlessly scroll past these posts without bothering to read the first sentence.

sunrice

2. An ad placed along the side of my Facebook news feed, promoting a nursing degree. Although a great career choice, I’m already enjoying my marketing degree and therefore makes the advertisement irrelevant.

fb nurse

Paid Facebook advertisements is a great way for reaching a large audience but is it actually getting your product or brand through to your target market?

In my opinion no. However marketers can use content creators to promote their company.

There are four segment approaches for Facebook; attention seekers, devotees, connection seekers and entertainment chasers.

For this post I’ll be focusing on attention seekers but do you think another segment approach is better?

Attention seekers spend a lot of time on Facebook posting however limits their response. Marketers can capitalise on this by collaborating with these online celebrities to create buzz about a new product or generate brand exposure.

For example, Jestina Campbell is a public figure and has gained over 75,000 followers on her Facebook page. She posts regularly however rarely responds to comments on her wall, making her the perfect example of the attention seeker profile.

Various have paid or sponsored her to feature their brand or product in her posts. olaycamoJaguar Jescam

Jestina’s posts featuring Olay and Jaguar are a tactic marketing team to target their ideal customers by advertising on Facebook. It is smart, personalised and more effective than the ad from SunRice.

Which advertising method appeals most to you? Would you mindlessly scroll these post through your news feed, or pause to take a look? Let me know in the comments!

 

The 5 Commandments of Social Media

It wasn’t too long ago when media was solely referred to as television and newspapers, and being social was an act of catching up with friends and family. Today, social media is a platform where we can be updated on the latest news, message our friends and fuel our ongoing need for drama and entertainment. 79% of Australians access the internet everyday, with 49% on social media everyday. Yes, I reluctantly admit I am part of that 49%, but hey, that’s what all the kids are doing these days right?

Companies have slowly but surely jumped on the social media bandwagon and are using platforms such as Facebook, Twitter and Instagram to connect with consumers. It is a cheap and convenient way to build a positive brand image, surpass competitors and increase sales (x). But, there are 5 rules that businesses must follow to ensure success on social media.

  1. Be Active 

    Consumers following an organisation’s account wants to be updated daily. Failure to post frequently may run the risk of followers losing interest. Anastasia Beverly Hills, a cosmetic line, get an A+ for abiding by this rule.

ABH1ABH2ABH3

As you can see from the red circles, ABH uploads images to their Instagram page every two hours, giving their 10.8 million followers regular updates and ultimately keeping their products at the top of consumer’s minds.

2. Be Interesting

The content posted on social media should engage and catch the attention of readers and followers. Forbe’s listed Space X as the most intriguing company on social media. Space X uses it’s social media sites to live stream rocket launches and pictures from space. You get to experience another world, from the comfort of your own home.

SpaceX

3. Be Humble

No one wants to talk to a brand that enters into the social media, who will act like a superior large corporation. Social media is about fun, connecting and conversation. It is important for firms to understand the platform and the audience prior to signing up. Taylor Swift is a musician, celebrity but also a brand, who joined Tumblr. Her first post, as pictured below, connects to her fans on the same level. She may be the biggest pop star but on the internet, she is the same as every other normal Tumblr user.

TS tumblr

4. Be Unprofessional

Social media is not a place to have a board meeting nor is it an avenue to send important email. It is a platform to be entertained, without the need for formalities. Businesses who post on social media should use conversational language, slang or even Emojis.

Pizza hut

I love pizza and I love how Pizza Hut understands that Emojis speak louder than words. I personally think their marketing team is doing an exceptional job. Do you think this is effective?

5. Be Honest

The saying ‘honesty is the best policy’ plays a major role for businesses using social media. Consumer’s understand that everyone makes mistakes, but it is the company’s responsibility to own up to it and apologise when it occurs. Social media is a great way to directly reach those affected and can be more genuine than a back and forth email. Woolworths utilised their Facebook page to apologise to a customer who found a large spider in a Woolworths salad mix.

The customer uploaded a video to Woolworths’ wall with the following caption.

woolworths spider

The post went viral, however Woolworths actively responded with an apology and were honest about the origins of the salad.

Now that the internet and social media plays such a big role in our everyday lives, it is vital for companies to capitalise on this opportunity to connect with their customers and increase sales. Social media can be tricky for businesses to navigate, however by following the 5 commandments, it should make the transition easier. Comment below if you have any other rules that companies should follow on social media!

 

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