IMC Hawks Blog

Tag: Twitter

  • Summertime and the Advertising is Easy

    Spring is in full bloom! Finally the days of heavy coats and freezing rain are over. The weather has finally warmed up and summer is clearly on the horizon. Despite these changes in weather, have you noticed any other changes? What about advertising? It is no secret how brands transform their advertising campaigns depending on the season. But how can they become even more advanced in this approach? The answer is location-based mobile advertisements.

    According to Adweek.com, more and more companies are using location-based mobile ads to target consumers in real time based on the weather. In fact, Twitter and The Weather Chanel have agreed to a partnership for a weather-based ad-targeting product, which use promotional tweets based on current weather. For example, Taco Bell is using this new ad app to run mobile ads through May only when the temperature exceeds 48 degrees. This way, Taco Bell only has to pay for mobile advertisements when the weather matches their summer campaigns, calling for consumers to buy some food and head outside.

    blog2

    Other brands, such as Ace Hardware have seen great success using this weather-based advertising technique. This is an extremely smart tactic, using mobile advertising, because they can catch their consumers in real-time through a medium that will always be with them. As you have read earlier this week, we are in an age of digital technology, and almost everyone has a smart phone these days. Consumers will see these ads whenever they use an application on their phone, and the advertisements are even more specially targeted to their audience by focusing on location.

    Mobile advertising is a technique that is taking advantage of our fast, intuitive minds. As Daniel Kahneman suggests in Thinking Fast and Slow, the human mind has two systems at work.  System 1 uses fast thinking and makes spur of the moment decisions. When a consumer has a very targeted advertisement show up on their phone, it may spark a quick decision. Think of this: weather is warm, you’re hungry, and bam!…Taco Bell pops up on your phone showing a variety of tasty, summery foods to satisfy your appetite and quench your summer-mood. Next thing you know, you are in the drive through of Taco Bell with your windows down. These advertisements appeal to the impulsive nature of system 1.

    Paul Gelb, head of strategy for the “MoPub’s” mobile ad network, says it best: “We are just beginning to see the potential of these opportunities because we are now able to reach people in ways that we couldn’t before.” The behavioral insights that location data gives advertisers allows them to successfully deliver mobile audiences based on actual consumer activity. In fact, being able to directly target mobile devices of possible customers, while they are on-the-go, represents the future of mobile marketing. It is safe to say, that the advertising world is at a tipping point in consumer usage of the mobile medium.

    –Julia Tompkins & Sasha De Vecchi

  • The Medium and The Message

    We already know that social media is a powerful tool in the realm of advertising and promoting a brand. Companies are able to buy advertisements that show up on our Facebook and Twitter feeds. Whether or not you find it obnoxious or love the introductions to new brands, the advertisements will probably only increase and spread to more social media sites. Personally, I typically find the ads annoying but every once and awhile, they lead me to a new site. Now, a less interrupting way to promote and communicate a brand is by creating accounts on these social media sites. Companies are able to build their brand identity and communicate with their target audience. As consumers, we can follow the brands on Facebook, Twitter, Instagram, Tumblr, Pinterest, etc. if we choose to do so. We can, in a sense, choose which brands communicate to us and which brands we form a relationship with.

    pepsi

    The importance of social media in communicating to a target audience cannot be overlooking. The medium, social media, through which the content or message is presented, plays an important role in the message the brand communicates. As theorist Marshall McLuhan said, “The medium is the message.” The frame in which the communication occurs has a great impact on the actual message. Brands such as Pepsi have used social media to communicate with brands in a modern way. Staying relevant to their target demographic allows Pepsi to continue building their brand. Brands using social media suggest that they are open to two-way communication and connecting with their target audience. The social media avenue they decide to take also impacts the message. With Twitter, businesses can “quickly share information with people interested in their products and services” using no more than 140 characters. Using Pinterest as a medium, businesses use photograph’s linked to other sites. These pins can represent the brand’s personality to its followers. Amongst his ideas, McLuhan points out the importance of technology and the medium of communication in how it affects our society.

    In terms of social media, McLuhan’s theory applies. The brand communication that occurs because of social media is unlike communication that occurs through any other medium. However, it is important to clarify that the message displayed for the world to see on social media sites is vitally important. We have seen and heard our fair share of social media mistakes that require a full cleanup crew.

    In our technologically savvy and social media buzzing society, I think we can agree with McLuhan that media alters our environment. Using social media is another step in brand communication.

    –Laura Tippett and Katelyn Alston

  • You’re So Dead

    So you’re dead, now what? Well, by signing up with LivesOn, an app developed as a new artificial intelligence undertaking, your tweets will not only be immortalized, but will actively continue from beyond the grave. LivesOn advertises itself as “your social afterlife,” and they strive to be just that. With just a few simple steps, you can sign yourself over to the world wide web for all eternity, or, at least until Twitter is replaced by the next advancement in social technology.

    ht_lives_on_dm_130221_wblog

    At its core, LivesOn is an intriguing idea; it’s something that has crossed the minds of many, “what happens to my social networks when I die?” Well, by creating a new algorithm, LivesOn has provided an answer. While still in this plane of existence, members sign up for a new Twitter provided by LivesOn. After the account is created, users then periodically will update their likes, dislikes, favorite celebrities and other information relevant to the post-mortem tweets. Users can even preview the service and see examples of what their future account will say, and are able to edit accordingly. The service, which has been developed by Dave Bedwood, in conjunction with the Queen Mary University in London, then uses an algorithm, one that is still shrouded in mystery, to continue the social networking following death. The algorithm in question will then, and it is still unclear how this happens, continues updating from your profile in occurrence with your pre-chosen likes and dislikes. None of this happens however, until your LivesOn executor, who you choose, gives his or her approval for the service to begin.

    liveson

    However, as impressive as this sounds, one has to wonder how much of this is actually possible. Will the account actually be able to successfully replicate a human being? Or will, in a more likely scenario, the account just occasionally retweet a favorited celebrity or celebrated television show or movie? Of course, this is problematic in itself, do people still want to be seeing a deceased loved one continue to fawn over their celebrity of choice, likely long after the celebrities fame has passed? Also, while to some, the idea of continuing tweeting following death may be fascinating, others find it less than appealing. In reality, how easy could it be to grieve if you’re still seeing the individual in question on your newsfeed every day still complaining about their lives as if they were still living them? And this begs another question, what happens to your account after twitter has long-been forgotten? Do you just continue tweeting about Justin Bieber to an empty newsfeed for all of eternity?

    While the creator himself has said that the intended audience will probably be a niche market, the bandwagon has already begun for LivesOn. It seems that only time will tell as to exactly how well this will work out in the future, but unfortunately, it will require a few members of the living to depart before we’ll ever be able to tell.

    – Jay Reilly

  • New Rules For Celebrities Who Advertise On Twitter

    Not all tweets are created equal: the U.S. Federal Trade Commission has decided to impose new regulations for celebrities who advertise on Twitter. The agency involved in the regulation of business activities has updated the rules on consumer protection for online business, publishing a specific document that explains how the VIPs should be tweeting their promotional messages.

    Image

    When a celebrity mentions a product or a service in social media, the sales can often skyrocket. But is the celebrity really a fan of what is being advertised or is he/she simply being paid to say something nice? After an incident when celebrity Lauren Bacall showed up on “The Today Show” promoting a drug without disclosing she was being paid, the Federal Trade Commission warned celebrities, as well as the marketers that use them, about not disclosing paid endorsements. Afterward, the FTC took steps to ensure social media bloggers disclose when they are being compensated for their comments.

    Image

    To make it as clear as possible, the FTC has invented a fictional celebrity, named Juli Starz. The fake star promotes a pill “Fat-away” that would help her lose 30 pounds in six weeks. The message also contains a direct link to the product’s website for those who may be interested. According to the FTC, this is an example of how one should not tweet promotionally. Juli in fact has made two mistakes: she did not specify that it was an ad, and secondly, the ad also lacked more precise information on the possibility that others could expect to obtain an identical result.

    In a second example, an identical tweet is presented, which contains however the hashtag #spon abbreviation of “sponsored.” In this case Juli still fails to comply with the FTC guidelines. The hashtag #spon, in fact, is still too ambiguous for many potential followers of the diva. It would be much better if the tweet contained the hashtag “ad” ie “advertisement.”

    Image

    Twitter has hundreds of millions of users, and it is interesting to think about the reach and impact of these free forms of advertising and online promotions. Another thing that is important to emphasize on is the ethicality of these advertisements. In fact, celebrities until now have been free to advertise on social media without really having to disclose whether they are being paid for that endorsement. I think it is important that followers and fans not be deceived and know when it is not a personal opinion, in order for them to make an informed choice about whether they also support the brand or product.

    The stars, in either case, are now warned. If you want to advertise, you must comply with the rules. “The same consumer protections laws that apply to commercial activities in other media apply online, including activities in the mobile marketplace,” the FTC said in its guidance. “Required disclosures must be clear and conspicuous.”

    – Sasha De Vecchi

  • “Checking In” to Spring Break

    Happy Spring Break! Many students have spent the last couple months (or longer) trying to figure out where their Spring Break time is best spent. If you’re like me, this preparation may have involved a thorough internet search to find the perfect hotel for your week off. An increasing number of hotel chains have discovered the perks of social media use and are developing ways to satisfy the needs and wants of their customers on an increasingly personal level.

    Social media sites such as Foursquare, Twitter and Facebook Places, allow a user to “check in” or log their current location. While some companies may be skeptical about the relevance of such tools to the business that they do, the hotel industry has discovered that these services create a greater feeling of inclusion and personalization to their guests. Now hotels can invite guests to “check in” both literally and virtually, completely committing to their stay. Another added benefit of location-based check-in tools is the ability to track and incentivize a guest’s stay. Hotels participating in incentive programs for social media have been known to use a variety of rewards to reach out to their social media circle; examples include anything from a discounted meal in the hotel restaurant to late checkout times for the final night of your stay. Some hotels have gone so far as to collaborate with airlines or credit card companies to create an unofficial “rewards program”; offering discounts and frequent flier miles for using your American Express card or staying at the Hilton.

    Of course with programs such as these, there can (and will) arise questions of security and privacy. Many savvy social media users are hesitant to place their exact location online. The flip side of this is that many users don’t want the world to know where they are NOT (for instance at home…protecting their belongings). While safety and security concerns are understandable, potential thieves and “bad guys” are not the only party with a vested interest in your location and personal information. Some of the aforementioned hotels have begun tracking mentions of their brand to create a more customized experience. For instance, say you book a night at a Marriott and tweet about how excited you are to stay there for your anniversary. With the use of these tools it’s not unlikely that you will open the door to find a chilled bottle of Champagne with a note from the staff wishing you a “Happy Anniversary”. Or, on a creepier note, a woman on the local radio the other day described checking into a hotel to find a wrapped dog bone and a note saying “Snickers misses you”, a response to her Facebook status the day before where she stated that she “ hate(s) to leave Snickers (her dog) at home when she goes on vacation”… To me, this was a little bit too personalized.

    As is typical with this type of marketing, it is necessary to find a happy medium between discovering a guest’s needs and invading their privacy. How far is too far and is there such thing as too personal? While this may not be a topic that concerns you too much while lounging on the beach in Florida or soaking up the culture in a foreign country, it’s important to keep in mind that while logging your location, you may be signing up for more than you recognize. So what do you think? Will you be
    “checking in” before you checkout this Spring Break?

    – Lauren Habig

  • Slimful or Sinful?

    It is no secret that women in America are under extreme pressure to be slim. Products like Slim-Fast, QuickTrim, and Hydroxycut are just a few examples of what women are buying to live up to this cultural expectation. I’ve seen these items and have simply written them off as another weight loss scheme. Nothing about them really struck me as odd, or even unhealthy. However, the other day I heard a commercial that made my jaw hit the floor. That commercial was for Slimful. Take a look for yourself.

    I honestly thought it was a parody commercial that was making fun of how idiotic some products are, but, oh, how wrong I was! I immediately began researching this product to see if it was really as ridiculous as it sounded. The commercial ends with the statement “eating less is a beautiful thing,” and this is exactly what the product promises and promotes. The idea is simple: eat a Slimful chew, drink a glass of water, and you won’t be hungry for hours.

    skinnyThere is no mention of combining the product with an exercise program or a healthy diet. The website does say that the idea is to eat less, not to stop eating at all. However, it is no secret that many girls and women struggle daily with eating disorders. What message is a commercial like this sending to those struggling with anorexia or bulimia? It sounds an awful lot like encouragement to me. The commercial blatantly says it is not only okay to eat less but that actually it is a beautiful thing to eat less.  Looking at this advertising campaign from a health communication perspective, it becomes increasingly hard to ignore how dangerous a commercial and product like this could be. In advertising, the meaning of the message is often defined by the audience receiving it. Ignoring the impression this commercial could make on someone struggling with an eating disorder is heinous. The campaign helps to perpetuate the idea that thinness, and therefore frailty is beautiful in women, not strength. The commercial also further extends the idea that eating less, rather than doing more is the way to achieve a desired weight or look.

    Advertisements like this are just one of the many factors that play a large role in the creation of the cultural expectations women are held to. The rise of social media sites such as Twitter, Pinterest, and Tumblr, have accelerated the spread of these unrealistic expectations to a new level. Media still sets the tone for cultural stereotypes, but social networking sites have the power to expand and develop them unlike any tool in the past. Individuals are able to chime in with their opinions and like-minded groups begin to form.

    What troubles me the most about this advertising campaign is the life it could potentially take on in the Pro-Anorexia (Pro-Ana), and Pro-Bulimia (Pro-Mia) social media communities. This article from the Huffington Post begins to explain the debate currently happening on Twitter and in these online communities. The hashtags “#proana” and “#promia” are used on Twitter to indicate support and encouragement for those with eating disorders. These hashtags raise concerns because often the users are not trying to help each other beat the disease but rather they exchange advice on how to become a more “successful” anorexic or bulimic. As the article explains, this is truly a complicated issue. Some people are callingpinterest warning for a ban on this type of communication and support. Tumblr and Pinterest, which are largely centered around visual content, have already begun to take steps to slow down the spread of Pro-Ana and Pro-Mia content. However, censoring Twitter content quickly brings up arguments over the first amendment which will slow down any ban decisions in progress.

    Additionally, as this article from the New York Daily News discusses, some people argue that these communities can actually provide support for girls trying to recover. This argument grew out of a study published in Health Communication. The study interviewed bloggers that write for Pro-Ana websites. The bloggers explained that the online communities provide a place where they can be understood. Eating disorders are a stigmatized illness that can often lead to feelings of isolation. If these online communities can provide emotional support for those suffering from an eating disorder that is unavailable elsewhere, how can destroying them be justified?

    The Slimful commercial was released only a month ago and hasn’t received much attention yet. Only time will tell if the results will be as detrimental as one may imagine. There is no simple answer to the questions I’ve raised in this post. I’ve only touched the tip of the iceberg. It seems that more vicious circles are being created as social media continues to evolve, and this could be just the beginning.

    – Alexandra Huss

  • Have You Experienced the Rainbow?

    If you haven’t been to the Skittles website in a while (or perhaps, ever) now would be a good time to take a peek.  What you might expect to be a typical site, designed to provide advertisement and purchase opportunities, has undergone quite a facelift.  Unlike most sites, the website for Skittles has been reborn as a social media machine disguised as a blog.  Near the top of the page is the familiar Skittles slogan, “Taste the Rainbow.”  Scroll down a bit, and you’ll find an entirely irrelevant tweet from the Skittles Twitter account. @Skittles says, “It’s all fun and games until the chinchillas show up with the karaoke machine.” Next come a few phrases like “lace the train slow,” “trace the vein bro,” and “encase the faint glow,” all with coordinating pictures and all rhyming with the original slogan of “taste the rainbow.” Add a few quirky videos, more interesting tweets from fans, and many opportunities to share things via social media, and  you’ve pretty much summed up Skittles’ entire online marketing tactic.

    The Skittles commercials take on a similar level of oddity as their website.  Whether it’s a teenager catching “Skittles pox” from a “highly infected” friend with the message to “contract the rainbow,” or a guidance counselor eating Skittles out of a student’s unibrow with the message to “pluck the rainbow,” these commercials seem to be getting stranger and more extreme year to year.  So, do these weird messages work to promote their product?  Their 23 million Facebook fans, 47,000 followers on Twitter, and nearly 10 million views on YouTube would suggest that they do.

    As a product that has been a favorite with candy-lovers since their appearance in 1979, Skittles has little need for getting their brand noticed so much as keeping their brand relevant.  That’s exactly the idea behind their weird marketing.  By showcasing their social media followers on their website, and giving fans something different to talk about, Skittles is making people rethink what they already know about Skittles and driving them back to their brand.  The genius behind this tactic is that the product hasn’t changed.  What they are changing is stated right at the top of their site.  “Experience the rainbow.”  Skittles is changing the whole experience associated with their little chewy candies in a colorful shell to be more exciting and hilarious than before.

    What seems to appeal to consumers these days, especially to Skittles’ target market of pre-teens and adolescents, is the eccentric and the humorous.  Skittles has mastered both of these arts.  Not only are they staying relevant, they’re staying interesting.  As advertising trends continue to shift, Skittles will doubtless continue to meet the needs of their consumers and remain a favorite fruity snack to all.  The only question now, is what comes next.

    – Ally Walton, Hannah Eure, Gene Lee, Lauren Habig, Erin Kiffmeyer