I realize that this will simply be another blog post about this huge trending topic, but I believe, as the director says, that this is one big social experiment
For anyone who have not seen the video, it can be found at http://vimeo.com/37119711
The film maker knows exactly what he is doing and how to appeal to the masses. What I find amazing about the beginning is how the director basically inserts us into a worldwide story. When you think that this is a 30 minute video and the call to action doesn't happen until the end, the director has to create the perfect video. Most viewers make a judgment call within the first few seconds, but this video manages to capture the interest of viewers. The first few minutes lays the ground work and shows viewers that this video deserves their respect and time.
I find it so amazing that this video has appealed to such a wide audience. Hundreds, if not thousands, of videos have gone viral, but very few explain such a difficult topic and can capture the interest of viewers for such a long period of time. It will be interesting to see how much momentum this movement can sustain, or if it will suffer from the great disadvantage of social media - that people quickly lose interest and move on to the next new idea/event.
This is the challenge of brands and causes. With the proper techniques it might be possible to consistently develop viral videos, but sustainability is almost impossible to maintain due to the onslaught of new ideas and the decreasing attention span of consumers and supporters. If Kony 2012 can maintain its support, then causes and charities can learn from this campaign. Awareness will keep growing for the next week or so, but it remains to be seen whether this idea grown through social media will fall prey to the next trending topic.
Aaron Roecker
Showing posts with label social media. Show all posts
Showing posts with label social media. Show all posts
The Hunger Games and Word of Mouth
Just like I jumped on to the Pinterest bandwagon, last weekend I joined the crowd with The Hunger Games. I will gladly admit that it was a gripping story and I am ready to read the next two books and watch the movie, but this is not another blog post dedicated to proclaiming the awesomeness of The Hunger Games. Instead, I want to demonstrate how good, ol' fashioned WOM convinced me to read the book.
A few months ago was when I first about the book and one of my best friends said it was just like Twilight - that comment alone made me never want to read the books. Then, a month ago I stumbled upon the Taylor Swift song created for the movie. I liked the song, but I still have preconceived thoughts about the movie. I also watched the trailer and it looked intriguing, but could not change what I heard, and thus believed, from a trusted source. These thoughts were not based on extensive research, but from a simple statement made by a trusted friend.
Later, before one of my classes, some classmates were talking about the book and everyone was saying how great it was. Some guys in my class were praising it, which seemed weird to me because they did not seem like the people who would enjoy a Twilight copycat. I asked them all about it and they said how it was in no way like Twilight. These classmates are not as good of friends as my original source, but I trusted them and decided that I needed to read the book.
So the moral of this short story is that no form of advertising/promotion can compete with recommendations (and warnings) from personal sources. I believe WOM advertising is the best type of marketing available, but ultimately a company cannot create this. Brands can work to create ideas and messages that are easy to share via WOM, but they also need to make sure that consumers are excited and willing to engage in WOM.
As people continue to share more of their lives with others online, WOM will have greater importance. Social media by no means created WOM, but it has increased communication between more friends and at a faster pace. I am excited to learn about the next great book, movie, restaurant, etc. based on input from my friends.
Aaron Roecker
A few months ago was when I first about the book and one of my best friends said it was just like Twilight - that comment alone made me never want to read the books. Then, a month ago I stumbled upon the Taylor Swift song created for the movie. I liked the song, but I still have preconceived thoughts about the movie. I also watched the trailer and it looked intriguing, but could not change what I heard, and thus believed, from a trusted source. These thoughts were not based on extensive research, but from a simple statement made by a trusted friend.
Later, before one of my classes, some classmates were talking about the book and everyone was saying how great it was. Some guys in my class were praising it, which seemed weird to me because they did not seem like the people who would enjoy a Twilight copycat. I asked them all about it and they said how it was in no way like Twilight. These classmates are not as good of friends as my original source, but I trusted them and decided that I needed to read the book.
So the moral of this short story is that no form of advertising/promotion can compete with recommendations (and warnings) from personal sources. I believe WOM advertising is the best type of marketing available, but ultimately a company cannot create this. Brands can work to create ideas and messages that are easy to share via WOM, but they also need to make sure that consumers are excited and willing to engage in WOM.
As people continue to share more of their lives with others online, WOM will have greater importance. Social media by no means created WOM, but it has increased communication between more friends and at a faster pace. I am excited to learn about the next great book, movie, restaurant, etc. based on input from my friends.
Aaron Roecker
A Dude on Pinterest?
So I decided to request an invite to Pinterest. Now, you might be wondering what a dude is doing on this craft-oriented and female dominated social site, but I believe it does serve a purpose.
I might not spend as much time as more traditional users and I will not be creating huge lists or expecting a large following, but I do believe this is an important social site to understand. Social media and micro-blogging is completely changing how we as people gather and comprehend information. Whether for better or worse, everything is becoming shorter, concise, and more visual. I have even noticed on Facebook that about half of all the posts that show up on my news feed are pictures or videos.
It is a proven fact that humans are visual creatures and this idea is being supported by the rise of sites like Pinterest, and the existence of "old" social sites such as Flickr. I believe Pinterest is appealing because it allows the quick sharing of ideas presented in a way that is easy to comprehend. It also allows users to easily see what is most popular and add pictures that they hope can become the next big thing and thus increase their follower base. Likes, comments and repins help you see how successful your picture is among a mass market.
As a marketer, the main reason I want to check out a site like Pinterest is to learn how it can be used to reach customers. Companies can try to create sites that draw customers, but usually brands are the ones that need to go where the customers are. Pinterest is growing at huge rates and companies need to be aware of where their customers are. Not all companies can take advantage of every social site, but there are ones that can successfully use Pinterest. Any brand that has products based on nature, crafts, or creativity in general have the opportunity to add value to the users at Pinterest.
It will be interesting to see if the site continues to grow and what becomes of it. The exclusivity and grassroots origin of the site definitely caused it to grow fast, but I believe it does have staying power. People will join because it is seen as different from Facebook and as such it provides value to the user. Will Pinterest join the big three of Facebook, Twitter, and LinkedIn? Only time will tell...
Aaron Roecker
I might not spend as much time as more traditional users and I will not be creating huge lists or expecting a large following, but I do believe this is an important social site to understand. Social media and micro-blogging is completely changing how we as people gather and comprehend information. Whether for better or worse, everything is becoming shorter, concise, and more visual. I have even noticed on Facebook that about half of all the posts that show up on my news feed are pictures or videos.
It is a proven fact that humans are visual creatures and this idea is being supported by the rise of sites like Pinterest, and the existence of "old" social sites such as Flickr. I believe Pinterest is appealing because it allows the quick sharing of ideas presented in a way that is easy to comprehend. It also allows users to easily see what is most popular and add pictures that they hope can become the next big thing and thus increase their follower base. Likes, comments and repins help you see how successful your picture is among a mass market.
As a marketer, the main reason I want to check out a site like Pinterest is to learn how it can be used to reach customers. Companies can try to create sites that draw customers, but usually brands are the ones that need to go where the customers are. Pinterest is growing at huge rates and companies need to be aware of where their customers are. Not all companies can take advantage of every social site, but there are ones that can successfully use Pinterest. Any brand that has products based on nature, crafts, or creativity in general have the opportunity to add value to the users at Pinterest.
It will be interesting to see if the site continues to grow and what becomes of it. The exclusivity and grassroots origin of the site definitely caused it to grow fast, but I believe it does have staying power. People will join because it is seen as different from Facebook and as such it provides value to the user. Will Pinterest join the big three of Facebook, Twitter, and LinkedIn? Only time will tell...
Aaron Roecker
What I'm Learning About Social Media
At my summer internship my main responsibility is managing social media. My knowledge of how to use social media and how it relates to overall brand management has grown tremendously during my internship. For the past year or so I have read all about social media and studied various techniques and styles, but experience has been the best teacher.
I coordinate the social media of three different brands, which gives me an opportunity to study and learn about each brand I work with and what it stands for. Each brand targets a different consumer, thus each brand's social media campaign must vary accordingly. Before I started this internship I used to think that the number of followers and fans always increases and that they have a desire to engage a brand, but now I know better. People need a reason to follow a brand on social media and before they participate or engage your brand you must first earn their trust. Since taking control of these social media campaigns, I have been doing what I can to earn the respect of users and provide them with information that will help them solve their problems and achieve their goals. As I track what links users like the most, I will be able to give followers and fans a better online experience.
It will be interesting to see the progress I make by the end of the summer. Even though I will not be pursuing a career in social media marketing, this summer has been and will continue to be a great learning opportunity as I learn how social media is part of a consumer's brand experience. This social media experience is a perfect way for me to learn how consumers interact with a brand and how they develop relationship with that brand.
Aaron Roecker
I coordinate the social media of three different brands, which gives me an opportunity to study and learn about each brand I work with and what it stands for. Each brand targets a different consumer, thus each brand's social media campaign must vary accordingly. Before I started this internship I used to think that the number of followers and fans always increases and that they have a desire to engage a brand, but now I know better. People need a reason to follow a brand on social media and before they participate or engage your brand you must first earn their trust. Since taking control of these social media campaigns, I have been doing what I can to earn the respect of users and provide them with information that will help them solve their problems and achieve their goals. As I track what links users like the most, I will be able to give followers and fans a better online experience.
It will be interesting to see the progress I make by the end of the summer. Even though I will not be pursuing a career in social media marketing, this summer has been and will continue to be a great learning opportunity as I learn how social media is part of a consumer's brand experience. This social media experience is a perfect way for me to learn how consumers interact with a brand and how they develop relationship with that brand.
Aaron Roecker