The Oscars is a great time for brands to take advantage of real-time marketing — it’s a night full of celebrities, entertainment, and second screen social engagement with millions of Americans who are tuning in. Here are some tips for your brand to prepare for this year’s big moments.
1. Incorporate your real-time channels. Post your messages simultaneously on Twitter and other networks. Your audience may be watching live and browsing on multiple channels. You want to be sure your content will be wherever they are looking.
2. Be human. Remember your content should be adding to the experience of the show. So, participate in show like the audience does. People are more likely to respond to your messages if you behave like them.
3. There will be many quotes, surprises, and funny moments onstage and in the press room. Remember Jennifer Lawrence’s epic fall last year? That went viral right away on the Internet. Keep your eyes both on the television and online to monitor the trends while thinking about how your brand can mingle with the show.
4. Follow The Academy (@TheAcademy) to see backstage moments in the Green Room during the Oscars. Thanks to Twitter Mirror (@TwitterMirror), a mirror-shape machine offstage at awards shows, celebs can easily take selfies and tweet them spontaneously during the show. It'd be fun to see what people are doing off-camera.
5. Research the nominees for links to your brand. Maybe your products have appeared somewhere in a film or is mentioned by certain characters. Use this opportunity to show your support for an actor/actress or a candidate that is special to your brand. (For example, the nomination for "HER" will be great for Apple!)
Real-time marketing is an everyday habit. While it takes long-term commitment to engage your social audience, you will find it most rewarding during big events, when you see your daily devotion pay back with the followers and new faces responding to your messages like never before.
See you on the Oscars stream!
In a recent study by Renegade, we explored the question, “Is Google Plus a valuable investment for brands for social media marketing?” According to our results, the answer is no.
We took the top 10 brands on Google Plus and compared the performance of their (same) content on both Facebook and Google Plus. Even with Facebook’s constraints on post reach, Facebook posts on average received 36 times as many engagements per post than those same posts on Google Plus. Taking into account the relative fan and follower bases, Facebook posts were 12 times more effective than Google Plus posts in terms of engagement rates.
"Facebook posts received 36 times as many engagements per post than those same posts on Google Plus."
Compared engagements per post from Facebook and Google Plus.
Compared engagement rates on Facebook and Google Plus.
While some brands (and people) have found pockets of success on Google Plus, the relatively new and growing platform still has not yet caught up with the powerhouse Facebook for a couple of reasons. First, as of Q3 in 2013, Google was reported to have 300 million active users compared to Facebook’s 1 billion. Second, Google Plus’s content targeting capabilities based on profile data are a far cry from the variations that Facebook has to offer.
Twitter, however, is a different story. While many of these brands have high number of followers on Twitter, their engagement varies from brand to brand. Google Plus seems to be a better investment of time and energy for H&M, Red Bull, Mercedes, and Android, all of whom have over 50% more engagement on Google Plus than Twitter. Burberry, PlayStation, and Angry Birds, however, all had better engagement on Twitter than on Google Plus.
Compared engagements per post on Twitter and Google Plus.
Compared engagement rates on Twitter and Google Plus.
Facebook is still the clear winner in engagements per posts and engagement rates for the top brands overall. Despite its diminishing reach and fuddled EdgeRank algorithm, the network seems to be delivering the right content to the most appropriate users. Subscribing to the assumption that all content on Google Plus is served to a brand’s followers, it would seem that Google Plus users simply aren’t as engaged as those on Facebook. We shall see if the landscape changes as the fledgling network grows.
Methodology: Posts from the top-performing brands on Google Plus were tracked and cross-referenced between Google Plus and Facebook. Average engagements per post, engagement rates and % increase from engagement were calculated on posts with the same content topic using likes, comments, shares (or the equivalent on the Google Plus). Data was collected from March 1, 2013 to October 1, 2013. Engagement rates were calculated using the page’s audience on October 1, 2013.
We all know who won the Super Bowl on Sunday night, but Renegade is more interested in who won the high-stakes real-time marketing melee. After a thorough review of the contenders, we’re declaring Tide the big winner!
Taking advantage of the fact that all the Super Bowl commercials were released well in advance of the big game, Tide came prepared with entertaining stain-themed Vine responses to each of the night’s ads. It just goes to show that if you’re creative and opportunistic, you don’t have to spend mega-bucks to get great publicity during massive events such as the Super Bowl or the upcoming Winter Olympics.
Check out all of Tide’s clever real-time responses below:
Which of the 2014 Super Bowl ads are boom and which are bust? Watch them all and vote for your favorite!
While last Sunday's GRAMMYs showcased some amazing helmets and hats that you will surely see on the street this year, brands took this opportunity in the social space and reacted promptly by claiming rights to the most wanted prize – Pharrell Williams' oversized hat. During big events like this, marketers jump on the opportunity to make funny content and gain brand exposure.
Here are some brilliant brand tweets that might inspire you for the next big event, such as the Oscars on March 2.
Arby's certainly was the secret sponsor behind the hat.
Or maybe it was Smokey Bear's.
They looked pretty good together.
Who knew laundry detergent could be a trendsetter?
Vogue revealed that it's vintage style.
It's officially on ELLE Magazine.
Professor Snape wasn't happy about the stolen Sorting Hat.
And then there is Pharrell-hat-inspired art, from Toy Story...
To the New Yorker illustration.
Finally, Quaker Man found his counterpart on the red carpet — now we know why he's smiling.
To make a splash during the Oscars for your own brand, look out for celebrities wearing funky clothing, making funny faces in the audience, and their meme-worthy moments onstage and backstage. We know you love celeb-initiated memes like "Lawrencing" as much as we do!
Samsung is hoping to beat out Google in the latest tech-race to be the first provider of a computing eyewear device. Samsung calls their version “Galaxy Glass.” The device would connect directly with your smartphone and offer many of the same capabilities that have been advertised with the “Google Glass,” including push notifications, music display info, and photo capabilities. Since Google has put off the launch of their Glass to the latter half of 2014, we’ll see if Samsung can come up with a quality product before that time, or end up producing another flop like the Galaxy Gear. Either way, I raise a glass to their efforts.
For more information check out this great article on TechCrunch.
Do you think Samsung will beat Google to the punch? If so, will you hold out for Google Glass?
In 2013, 1.6 billion pictures were shared over social media and mobile photo sharing apps. That’s a rate of 600 million photos shared daily. To give you perspective of how quickly that number is growing, 10% of all the photos taken in all of history were taken last month.
Photo sharing apps are creating new opportunities for app developers in areas like editing, mosaics, lenses and image stitching, to name a few. In fact, near the end of the year, you may have seen your Instagram feed exploding with “Year in Review” videos generated by a handful of these apps.
Statigram offered the opportunity to create one such slideshow with pop-up metrics of your photos from the year. Paired with music, this was a nice treat for any “IGer” looking to show off his best-of-the-best. Flipagram and Picflow also stitched images together into a video and were frequently seen on the Instagram stream. The end of the year is a natural period for reflection, and the apps filled that need for photo-sharing users. But since then, you probably haven’t seen any compilation videos. This begs the question: Are these photo-video apps seasonal, or a fad bound to disappear?
There are a few considerations for the longevity of these types of applications. First, users are likely heavy users of a photo-sharing app like Instagram. However, what would be the point in their reliving photos from the past on a regular basis? The heavy users’ audiences have already seen these images and are likely looking for what’s next, not yesterday’s material.
On the other hand, these photo-stitching apps can be used compile thematic images in one thread. A photo-sharer that covers a range of subjects or many sub-segments of a particular topic can aggregate her choice images into one post. This could pique the interest of her audience again.
On the brand side, it is a different story. Sharpie and Oreo, which are major players in the Instagram space, have not yet used these apps, nor have the majority of brands. This is where Renegade thinks the opportunity lies. While these apps may seem seasonal, the compilations are unique, unlike one-off photos. If done creatively and with forethought, a brand could create real interest in the content that strengthens the connection with its followers year-round! If Boo the dog and Jamon the pig can grow their followings with selfies, then one would think creative slideshow content could make a great connection with an audience as well.
What do you think?
Well, 2014 is here in full swing. What better time to set some new marketing goals? Here, seven top CMOs share their key resolutions for the year ahead.
1. Use Marketing to Help Your Customers
Beth Comstock, GE’s long-time CMO, resolves to help GE customers “run their businesses better” by “delivering outcomes via big data and analytics” and encourage “more collaboration and partnership built on community.” Adds Comstock, “We recently expanded our partnership with Quirky.com, which is a good example of the kinds of partnerships in this area.”
2. Focus on the Fundamentals
In her first year as CMO at Jenny Craig, Leesa Eichberger, perhaps not surprisingly, is committed to reinvigorating the brand from the ground up. Noting that Jenny Craig “hasn't been resonating with today's audience to the extent we'd like it to,” Eichberger resolves “to keep a laser focus on the fundamentals: clear and consistent positioning, tight targeting and trackable results.”
3. Find Big Uses for Big Data
Raj Rao, VP of Global eTransformation at 3M, shares a commitment with Comstock to use big data, seeing it as a way “to transform how we play in alternate e-commerce channels like Rakuten, Alibaba and Amazon.com.” As he further explains, “3M needs to drive new revenue streams by revisiting its business models to capture revenue streams that are not serviceable in our current distribution and retail channels.”
4. Swing for the Fences
Kyle Schlegel, CMO at Hillerich & Bradsby, offers a 24-month vision as he completes “the re-launch of the iconic Louisville Slugger brand through the launch of a game-changing 2015 product lineup.” Schlegel hit upon this long-term perspective naturally, given the brand’s 130-year “legendary” history, while also noting his need to break “any relevance barriers that may have been created over the past 5-10 years.”
5. Seek a Consistent Marketing Framework
After being in a similar role at Cablevision, Time Warner Cable Business Class CMO Stephanie Anderson knows well the challenges of marketing to small businesses. Having seen others in the industry bounce from idea to idea, Anderson offers a more steadfast approach: “Top of the list for 2014: be consistent, relevant, and ‘present’ with our customers and prospects.”
6. Think Broadly About Your Business
Elisabeth Charles, CMO of Petco, has the unenviable challenge of fending off both entrenched brick-and-mortar competitors and e-commerce upstarts, who are all competing for share of wallet among finicky pet parents. In the face of this competitive hydra, Charles resolves to “develop a clearer enterprise strategy and place greater priority around digital customer engagement.”
7. When in Doubt, KISS
Jonathan Becher, CMO of SAP, faces a myriad of challenges running a global marketing operation that supports hundreds of countries, vertical markets and product solutions. In the face of this potential complexity, Becher shares the following with all who will listen: “My top new year’s resolution is ‘simplify, simplify, simplify.’”
You know how it is — you mean to eat healthy and then you get a phone call or an email with an urgent request and before you know it, a couple hours have passed and you’re hangry and fumbling for a couple of dollars to grab chips and a soda from the breakroom vending machine. Which means you can expect to crash in about an hour. The vicious cycle continues…
If you’re like most Americans whose New Year’s resolutions include eating better, particularly at work, you’ll want to read this list of foods that have been linked to strong brain health and function to keep yourself fueled, even when things get chaotic.
Happy bacon birthday, Walt
Mom was right — breakfast is the most important meal of the day, not because she said so, but because science. After sleeping (you are getting your requisite eight hours per night, right?), your blood sugar levels are low from fueling your brain and other systems while you slept, so eating first thing in the morning replenishes the necessary glucose and other nutrients your body needs to be active. Eating breakfast can also help you avoid tempting higher-calorie foods later in the day. A recent study from Imperial College London in the UK found that fasting (e.g., not eating breakfast) increased the appeal of high-calorie foods and the amount you eat at lunch, which means that eating breakfast can help you make healthier choices later in day. For smart breakfast ideas, check out these suggestions from New York Knicks and Juilliard School nutritionist Heidi Skolnik.
You usually hear “omega-3s” in the same breath as “salmon,” and for good reason: salmon has 1.5 grams of omega-3 fatty acids in every three-ounce serving — half of your weekly requirement. These fatty acids support brain health by providing the padding that insulates your brain’s circuits. As you learn and develop new skills, your body further insulates those circuits until they become automatic (for more information and the implications of this process, check out Daniel Coyle’s fascinating book, The Talent Code). Salmon isn’t the only fish bearing these essential fatty acids, though. Anchovies, mackerel, sardines and herring are also high in omega-3s, and if fish isn’t your favorite, try adding flax seeds or walnuts to your morning oatmeal (see Breakfast above).
Should have bought the party size
When break time rolls around, nuts are one of the best choices to satisfy that snack urge and give your brain a boost. Walnuts have been linked to better memory and brain function, and they’re also a source of healthy fat and protein to protect your heart. Just an ounce a day is enough to reap these benefits, and for variety, also consider pistachios, almonds and hazelnuts, which have their own health perks.
Besides being cheap, beans are super nutritious. One serving provides 7-8 grams of protein and 7.5 grams of fiber, plus a steady amount of glucose to fuel your body. To boot, black beans have anthrocyanins, antioxidant compounds that improve brain function.
Damn fine cup of coffee
Studies have repeatedly shown coffee’s health benefits, in addition to its deliciousness, from antioxidants to decreasing insulin sensitivity (good for dieters and very good for type 2 diabetics and pre-diabetics). But good ol’ caffeine is still one of the best reasons to drink coffee — just one cup (no more than four per day) is enough to sharpen your concentration so you can focus on that monster of a spreadsheet. Other great sources of caffeine? Green tea (fresh-brewed) and dark chocolate.
Maybe you’ve heard, but 2013 was a big year for women on social media. Believe it or not, we ladies now outnumber male users on almost every major platform, and we’ve got some data to back it up.
The Pew Research Center recently released the results of a 2013 survey in which 1,445 people across the U.S. were asked about their Internet and social media habits. Among the findings, Pew discovered that about 15% more American women than men use Facebook (76% of female respondents versus 66% of male respondents), and they outnumber men by 6% on Twitter, 33% on Instagram and a whopping 413% on Pinterest.
Which platforms do women use the most? In first place is Facebook (76% of American women 18+ use it), followed by Pinterest (33%), Instagram (20%), LinkedIn (19%) and Twitter (18%). When we raise the age of respondents to 25, the numbers change slightly. According to research by SheKnows and Harris Interactive, nearly 4 out of 5 women ages 25 to 54 use Facebook regularly (79%), followed by Pinterest (30%), Twitter (22%) and Instagram (13%).
It seems that more adults than ever are using social media across the board, as you can see in this handy Pew chart, with Pinterest and Instagram seeing the largest increases.
These gains are mirrored among women, as well. When asked about the frequency of their social media use, women ages 25-54 reported using Instagram, blogging platforms and Pinterest more than they were six months ago.
Are women just more connected than ever? In a poll taken by Real Simple and The Huffington Post, 69% of women said they sleep with their smartphones nearby, 68% eat dinner with them and 76% check them at least once an hour. That’s a lot of time spent just an arm’s reach away from the next tweet, pin or Facebook post.
Looking at these figures, the show-stealer is Pinterest, by far. The Internet referral traffic generated by Pinterest has overtaken Twitter, Reddit and LinkedIn—combined—and is second only to Facebook as far as social networks go. Taking into account that a third of women are on Pinterest, immediately we know that Pinterest is a force to be reckoned with, or at the very least, considered as part of a social media strategy.
The takeaway? If your brand is hoping to reach women over social in the new year, it’s wise to consider all platforms, but Pinterest may soon have the biggest impact on your bottom line.