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Tourism Whistler Media Room

How do they differ from a traditional news release? 

Within the Media Room for Tourism Whistler, the News & Release section has a monthly newsletter called The Whistler Vibe. It features “what’s new, what’s happening” and everything you need to know as to why Whistler is a “top year-round destination”. They do not have traditional press releases, but are more customer focused, with information in the form of pictures, photos, blog style posts and information through text. It is very user friendly, and easy to navigate through. There are links and articles hyperlinked, and it came across to me as a ‘one size fits all’ news room. It also talks about Whistler very positively, but less directly. It doesn't come across as selling or bragging, but more sharing which I really liked. 

If you were a journalist, what features would you most like and find useful about this media room?

If I were a journalist I would like the event schedule as it would tell me what is going on and I could choose If i wanted to go see it or cover the story/event. I also would like the contact information at the bottom with exact names, email address and direct lines. It would give me direct contact to somebody there, and by doing this, and not a standard press@X.COM, it seems like they are more welcoming or open to contact.

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Target Buyer Persona

A buyer persona is a detailed description of someone who represents the target audience of a brand or organization.

Target has more than 1,900 stores in the US, and makes over $92 billion in annual revenue. Target's average customer is a white suburban mom/woman who is 35 - 44 years old, married, with a household income of approx. $80,000. Whilst browsing their social media I see a lot of content that is aimed at a younger audience than that. Target focuses their marketing strategies primarily on younger customers, specifically people between 18 and 44.  

I feel that two of Targets' buyer personas are “Soccer Mom” and “Preppy Law School Student”.

The best social channels to reach each would be Facebook and Instagram for the “Soccer Mom” and Instagram and Twitter for the “Preppy Law School Student”.

Facebook would be good for the “Soccer Mom” as they would use Facebook for joining community pages, for their kids schools and sports clubs. They like to feel part of something bigger, and share comments and photos across the platform. Target could use this for pop up ads, coupons or feedback with that demographic. Instagram would be a good medium, as whilst at the soccer games or waiting on their kids to change, they could look through and see the images for inspiration, aspiration or motivation. The “Soccer Moms” would stop into Target for a Starbucks, whilst shopping for affordable clothing, something quick for inner, pick up a prescription and get some nice candles or homewares for a cozy night in. I would not see the “Soccer Moms’ doing a full grocery shop at Target, but more top-up shopping or the add-on treats for self or family.

Instagram is good for the “Preppy Law School Student” as they are too cool for Facebook and Walmart. They like ‘to be seen’ and Target is, in their opinion, a safer, better big box store. Instagram allows them to share pics and live the life the dream to have, whilst on a budget (like Target does). Twitter allows connection, hashtags and shared finds for like minded fellow “Preppy Law School Students” or Target shoppers.

Mark

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“Petty Little Things” Podcast

I find the “Petty Little Things” podcast very interesting. It is created by two friends of mine form back home in Ireland. I left Ireland in 2014 when I came to live in the US, and have been home numerous times since then to visit, but since COVID, my trips back have been less frequent. I really enjoy the connection that this podcast gives me to the people back home, and I enjoy hearing the stories they share, some of which involve me.

It appeals to me as I know the hosts and creators and some of the people that they chat to or talk about. It is relevant to me, my life now or back when I lived in Ireland. The topics on the podcast are also interesting to me as they talk about everyday things that annoy them and have a good moan about them - I really enjoy that part. 

The podcast is on its 4th season and is recording on some occasions every two week and on other occasions there is a 3 month break between seasons. I am sure it is recording around the times that the two hosts have down time between work, gigs and social events. 

Podcasting is a great medium for this, as you can hear the words, phrases, tone of voice, and the pitch and pace behind the words, which honestly would be lost in print medium. You need to also hear the feeling behind the words as delivered by the hosts and you need to feel the passion behind the conviction in telling some of the stories which would be lacking in black and white print.

Check out an episode HERE where the “girls” introduce themselves, their background, the objective of the podcast and share a little behind the scenes into themselves and their lives. The podcast also has a website HERE and a Twitter account HERE. 

Check out my tweet HERE promoting the podcast.

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Branding & Messaging

Peloton - The image from the Peloton Instagram is showing a real customer celebrating their 100th ride. This century ride is a moment of celebration for that rider, and it shows them in Peloton apparel, at home and on their bike. This photo gives the message of support, lifestyle and celebration. This photo is well received by the audience who congratulate and celebrate with them. It has over 8000 like and from reading the comments there is a real sense of community within the people who commented. This is also a subtle advertisement for the bike, the clothing and the lifestyle of a Peloton rider. It leaves a sense of “ I could do that, or be like them” which is a big sales technique that Peloton use as they focus on the people and the lifestyle, rather than the product.

Starbucks - The image from the Starbucks Facebook page shows a Store Manager Kim, and discusses their sustainability efforts, particularly their ‘Return Cup’ program. This sends a message of care, a focus on the environment and gives a ‘behind the curtain’ look at a real SB employee. It is received well as it has 2600 likes, 102 shares and over  980 comments. Starbucks is very good at replying to each comment - both positive and negative. The comments are of support for SB and the program itself but are also mixed with negative comments about the brand and or some of their services, including this “Return Cup” program so soon after the pandemic.

McDonalds - The image from the McDonalds Twitter is of 4 new menu options, or hacks that you can make yourself from already available products. Its fun and quirky, and adds a little fun to the brand, the products and your dinnertimes. There are 673 retweets, over 5300 likes and approx.1300 comments. The comments are mainly positive with suggestions for other menu hacks, and there are also photos of old products too. Competition like Wendy's also reply and have a little back and forth banter which is good. There is good use of imagery in the comments, hashtags and the tagging of other brands etc. which leads to the spread of message. 

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Lidl is a hard discount grocery store founded in 1973 in Germany and now operates in over 30 countries worldwide, including the US. More information on them can be found here.

This Christmas ad from 2016 has over 700K views, and although has branding in the corner and an obvious grocery bag including the logo within the video, it doesn't seem like a traditional ad selling services or products. 

What I like about this clip, is that is is entitled “Share More, Special Moments” and Christmas is a very special moment for many people in Ireland and around the world. 

What makes the video special to me, is the message. It shows family, love, celebration and takes a trip down memory lane. It is a family who are going back to their childhood home with their father/grandfather, the place where they grew up, and gathering for Christmas. There is an ode of sadness in the video as it alludes to a death, or loss, of the mother/grandmother. It then shows people cleaning, shopping, cooking, having fun, and surprising the father/grandfather with a family Christmas gathering in the old home, to add an element of joy to that house, a place where there may be memories that remind him of the loss.

I like how through product placement, and the products they sell being used throughout the video, they sell the brand and products but in a subtle way, which draws the audience in and connects them emotionally to the brand, through the story and people in the video. It is smart, as it is set in Ireland, and hones in on elements important to Irish people - family, good food, tradition, music and celebration. 

There are 818 likes on this and the comments demonstrate similar ‘takeaways’ form the clip. What I find interesting is that there are also no words in the video yet, the message is very strong.

Check out this tweet!

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Key Takeaways

The takeaways from this weeks assignment that I find most valuable are those from Red Bull, Reverb.com and ModCloth. 

The key takeaway from Red Bull’s content calendar was that “organic social media content doesn't always need to sell directly in order to be successful”. A lot of their content is video and they share this video content on the social media platforms where their audience is most active - Instagram and Facebook. The video content doesn't sell the drink itself, or even try to, but it emphasizes and promotes the Red Bull brand so well that I leads to incremental sales. This is something I feel brands can learn as too frequently on social media to audiences see click bait that's sole purpose is to sell.

The key takeaway from Reverb.com’s content was “earn your audiences trust through the content you create”. Trust is important in any business or personal relationship, and the relationship between musician and equipment is also paramount. Buying or selling a piece of musical equipment is a labor of love, so using content to build trusty with Reverb.com, knowing the type of business they do, and their audiences, is super smart in my opinion. On their Instagram and Facebook demonstrate how to do this successfully. They use trusted sources, industry experts and renowned musicians to help elevate their brand and the externally facing trust you have with and can connect to the brand.

The key takeaway from ModCloth’s content was that “organic social media content should not always look and feel like an ad”. Their Instagram and Facebook show real people wearing their clothes. It gives a look inside the lives of their customers, and allows the audience to see themselves in the clothes through somebody else who may be just like them. There is no prices or deals or giveaways, just the clothes speaking for themselves putting pureness and the clothes themselves in full focus. People buy with their eyes, and by seeing their content on social media and maybe somebody who looks like you or what the clothes may look like on you, that entices a sales without ‘traditional selling techniques’ being used.

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Content-Rich Website

Content-rich websites are those which offer visitors valuable details and information which are relevant to the audience. They are usually targeted or specialized and focus on their product or information or target audience. They are laid out well, with good formatting, mixed media and are easy to navigate through. I find the Kendra Scott website content-rich.

You know form the get-go what they do, sell and the type of visitors the website is aimed at. The imagery is clear, and shows the product off very nicely. There is an easy navigation tool at the top of the website, and also a  search bar for even faster access. The logo is clearly front and center of the website and there is consistent in the font, style, color scheme and imagery.

You can shop online, and contact them via the information at the bottom of the page. It is not too text heavy, but still very informative. You can click on the links, and drop downs appear, making navigation super easy and intuitive. 

I really like their female empowerment section and general CSR messaging, which shows off the brand in good light as having a  sense of purpose and cause. 

I really like the section where you can customize a piece of jewelry yourself, for a loved one or special occasions which adds a unique element to their website/online store which may not be available in-store.

Although their photos are diverse on the main page from a ethnicity perspective I don't like that their are no photos of men, and the one they do have does not show a mans face. I think they could add a greater sense of gender diversity, if they want to reach a male audience, but might already be a visitor being a lift for a female friend or loved one.  I think it is a missed opportunity, knowing they might be inclined to pick something up for themselves when shopping, if the imagery, messaging or even layout demonstrated male jewelry or focus to a greater extent.

Website - https://www.kendrascott.com/

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More Cheese, Less Synthetic Colors And Artificial Preservatives...

Lights, Camera, Action!...our Iconic Macaroni & Cheese Is Getting A New Look. So Smile for the Camera, as it’s gonna be the Cheesiest yet!

Here at Kraft, we are committed to delivering the highest quality, safe food, that is not only delicious but nutritious for you and your family. We will continue to work to delight you with on-trend updates to meet your changing lifestyles and needs.

To honor that, starting this summer, we will remove all synthetic colorings and artificial flavoring across our beloved Macaroni & Cheese range.

We will replace the synthetic colors with those derived from natural sources like paprika and turmeric. 

Find out more here or check out our website or Twitter.

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New ZipFactor Sneakers have the X Factor...

Shh...wanna hear a little secret?

Here at the Zippy Shoe Company we are proud to announce our new ZipFactor sneakers and guess what? They are coming to a store near soon very soon.

This new line of sneakers are not only fashion forward but also are ergonomically designed to reduce friction and impact on your knees by up to 25%. Don't believe me, well then listen to what our brand loyal consumer panel had to say.

“These sneakers were not only stylish, but they felt super comfortable and gave me the support I needed. I could wear them  walking to the office, right through to casual happy hour afterwards” - Mary (34), St Louis.

“I have had issues with my ankles and knees for many years. I can never find a sneaker that has the same amount of style and support, until now” - Dug (64), New Orleans

Signs and symptoms that sometimes accompany knee pain include: swelling, stiffness, weakness or an instability to walk...but that doesn’t have to be. We are here to help...

The ZipFactor sneakers come in Styles for Men, Women and Gender Neutral, really giving them that X Factor. They are...

Textile and mesh upper making them breathable and comfortable, while also offering the urban energy vibe you will love

Customized lacing system and inner-bootie construction for a foot-hugging feel and support

Memory foam insole to provide the cushion, softness and individual support you need

Supportive in the outsole for a feather-light feel and well-cushioned landings

Arch support, antimicrobial fabric and heel pain relief guard

These revolutionary sneakers are about to hit store shelves soon nationwide but can be found in select retailers and online at www.zippyshoecompany.com

Find out where you can buy them and when on our Instagram page (@ZipFactorSneakers) or sign up to our mailing list at zippyshoecompany.com.

Sign up for news alerts and competitions on Twitter (@Zipfactor) and read our blog here!

Do you want a pair of these before everyone else? if so, just upload a photo of your old sneakers on our Instagram (@ZipFactorSneakers) using  #zipfactorsneakers and tell us why we should send you a pair.

50 lucky winners will be picked at random on 3/31/2022.

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Nike Air Force 1 Celebrates 40th Anniversary with Stylish Upgrade

Nikes popular Air Force 1 sneakers are getting a modern, stylish and sleek upgrade to celebrate it’s 40th anniversary. The Swoosh reveals another classic all-white pair fitted with luxe accents for women.  Pearl fixtures are featured on the medials, laterals, and below the laces elevating the classic sneaker to a whole other level. 

Quoted on the Instagram, Wang Qing, one of the highest-ranked female breakers in China, was quoted as saying “I train like an athlete to express like an artist” and these cool new sneakers are the perfect balance between style and function, athleticism and art.

Nike, whose tagline is “Never Done bending The Rules’ certainly did that when they added the luxurious sea pearl to the vintage sneaker, which gives the woman on the go, a subtle way to express herself from morning into night. 

According to Hypebeast.com, these will be dropping soon on Nikes website and select retailers across the US. Ladies, get information for this Springs must have footwear.

My only issue with these is, when will a men's version be available, or do we ever care about that anymore, as I would wear these in a flash!

Check out the following tweet!

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M3W1 - Real Time Social Media

Sephora is a company that I feel uses social media to give real-time updates to customers. 

Sephora's Beauty Insider is a prime example of a digital community and have over 5.2 million members. At the time I logged in there were 62K people online now. This is a great way for Sephora to engage and interact in real time with their customers and followers and also for them in interact with each other. The comments section on their posts are current and replied to in real time and have over 2.6M comments to date. This form of communication and engagement is two-way.

Sephora also use Instagram to speak to their followers via Live Stream/Chat. You can like the chat and post comments, and it is usually monitored by a person or team that is not ‘presenting live’ at the time, This may be an influencer doing a make up tutorial, or a skin care routine using Sephora product, and they use the medium to demonstrate how to use the products and promote them. People who are watching can use the like function or comment section to ask questions, but they not all are always answered. The Live Streams then get posted to their main page, and when they are over, the comments do not appear, just the video itself. 

One way of improving this would be to say that comments will be replied to afterwards, or to direct them towards a different channel to comment. They could also have a more active team to review comments when popular live streams are being planned or happening. Another way to improve this is to have the presenter answer questions live. 

Peloton do this well, with their instructor Cody Rigsby, who has a ride called XOXO Cody, where he answers relationship questions live during the ride.

Check it out here - https://www.youtube.com/watch?v=XUpz0RG2C4A 

The Instagram Live Stream function is portrayed as a two way communication mechanic, but form my observations it is more one way - messaging out to their followers. In saying that, it is still reaching large audiences and engaging their audience well.

Finally Sephora use TikTok to engage with their customers in real time. People share content form them, or they allow others to promote on their behalf. There is also a TikTok Live function, and at the time I was researching this, there was a video on of a blind mom (https://www.tiktok.com/@abilitymom) applying make up, Sephora make up, and there were over 1.8K people watching. It was 10AM on a Friday, and she was answering questions live on the channel. This is two-way real-time communication, and even though it is not officially run by Sephora, their followers are doing this on their behalf which is smart. They have people promoting their brand on their behalf through social media. Only watch out from me would be if somebody does this and talks bad about the products or brand, as this could backfire and work negatively against them, and they may not be able to ‘take it down”.

I think they could make overall improvements by maybe spreading the ‘Live Stream” to Facebook live as Facebook and Instagram have a different demographics. They could then reach more people. I feel they could also have a clearly laid out plan for response to comments, either reply or do not, either live or not etc. It is inconsistent across platforms. 

Website - https://community.sephora.com/

Instagram - https://www.instagram.com/sephora/?hl=en

TikTok - https://www.tiktok.com/live?lang=en

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AI at Work

I encountered AI marketing online last year after I was out shopping at the Outlet Mall in Chesterfield. I was in J Crew with a friend and I saw a really nice outfit on one of the mannequins. It was a summer look including khaki pants, a denim shirt and a white and navy stripped, light sweater. I took a phot of it, and the only item of clothing that was fully visible was the sweater. I posted it on social media, Instagram to be specific, and  made a comment on it asking “somebody to invite me on a yacht so I could wear this outfit”. The date stamp of that post as seen in the photo is 04/11/2021.

The main reason I did not buy that outfit, or at least the sweater was that t was $69.99, and I felt that was too expensive. Later that afternoon, on Instagram, I got an ad into my news feed for Amazon Fashion and the phot was of a white and navy stripped sweater. It was similar but not exact, and only $17.99. As from the photo attached, I purchased that Amazon sweater. You can see the timestamp on that purchase also being 04/11/2021.

It made me feel slightly weird that my post would almost instantaneously trigger an ad, but at the same time I was impressed. I felt happy when I was suggested a similar product and I was able to save money upon purchasing it.

I took the intending action in this case, and when I did the ad disappeared from my news feed. If I had not, I wonder if it would have still appeared. If I did not take action, the brand could have suggested the product on numerous occasions to try and force a purchase, or maybe sent me a coupon for money off to try an influence the purchase. 

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Social Media During Crisis

I think social media is important when managing a crisis but it can be your friend or your foe. It is a double-edged sword that has pros and cons. Social media channels like Twitter, Facebook and Twitter when used correctly can greatly assist in crisis communication but when used incorrectly, or not strategically, they can impact crisis communications negatively. See some suggestions below.

Pro’s:

1.     Ideal for communicating messages quickly in almost real-time, much faster than print ad, newspaper, radio, or a Press Release

2.     We are in a digital age, and certain generations, like Gen Y and Gen Z, choose social media as their first source of information over more traditional channels

3.     Social media allows you to speak directly to those affected by the crisis in a way that will reach them, on their level and tone

4.     News travel quickly, it can be shared and reach large audiences

5.     Social media is a community, so post crisis it can be used as a mans of support or community engagement

6.     Social media is good for listening. Listening to what people are saying and gathering that data to act upon, or prioritize

Con’s:

1.     In a crisis, if the phone lines or internet goes down, social media is useless

2.     The stakes are high. Whatever is put ‘online’ has a way of staying online. When the send button is pressed, the news is out there

3.     Crisis situations do not always lean well to instant messages being pout out to such large audiences, and spelling issues, or incorrect information can negatively impact the sender and receiver if this was to happen

4.     Deleted tweets, posts or comments can always be screenshot and last forever, so wording and crisis information needs to be accurate

5.     Volume may lead to numerous chats, comments, queries and so on being posted on social media. Unless you can reply to them all, some people may feel like they are not being heard, or being ignored

6.     You need to be super careful in wording, tone and language used. Everyone is offended by everything these days, so thoughtfulness in communications via social media does not always go hand in hand during a crisis

If social media chatter is ignored it can escalate further, increase in volume, gather public support, or even look like the receiver does not care. In addition, if chatter is ignored, the conversation goes on without you, it doesn’t go away, and there is no voice from you in any of the chatter. By ignoring the chatter, you are giving others an opportunity to speak on your behalf or for competition to get one up on you. Finally, I think ignoring the online chatter can allow you to become a target for trolls and haters online.

I have shown an example of a tweet regarding the brand Sephora. This is an example of a tweet that if not reacted to, or replied to, could turn out horribly wrong for Sephora. It mentions racial profiling and boycotting them. This is something that would pick up traction fast online, and in business sometimes perception is fact when that may not be the case at all. Sephora was tagged so they would have seen it, and I am not sure the timestamp, but there was already 24 likes and 1 share.

Another example can be seen in the link below. Vecliam, a Polish brand, proud of their heritage, and home country claimed all shirts were ‘Made in Poland’ but turns out were actually Fruit of the Loom shirts. This was shared on Facebook, picked up traction, and their response was not great and lacked an apology. This opened up the flood gates for more anger and bad press against the Veclaim brand.

Link - https://www.mediatoolkit.com/blog/social-media-crisis-examples/

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Starbucks - Social Media

I think Starbucks does an amazing job on their social channels, and that is way they are just a little shy of 18M Followers on Instagram and have over 11M Followers on Twitter. 

Their brand is so obvious and recognizable, with the text, font, color scheme and even imagery. Most of their ads on social don't even have their company name on them, and sometimes not even their logo...now that's brand recognition.

They understand social media and how people, mainly the younger demographic, are influenced by it. They promote their drinks, one off events, new drinks coming soon and even have games and quizzes online to win free stuff. The hype on social media every year at PSL (Pumpkin Spice Latte) time is crazy with people posting their drinks as soon as they get them. The #pumpkinspicelatte has over 728K people using it on Instagram right now.

I like how their social media is purposeful. Everyone knows Starbucks for coffee, so I think they have chosen not to promote coffee drinks as much their, to open their market to non coffee drinkers which is smart.

I think that Starbucks are also purposeful to push consumer interaction with the brand on social media. There was peculation once upon a time that the baristas were trained to misspell your name on the cups, so that you would take a pic and share on social media. If this is true, this is genius. Free promotion on a regular basis and for free - no paid content there.

Website - https://www.starbucks.com/

Twitter - @Starbucks

Instagram - https://www.instagram.com/starbucks/?hl=en

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Warby Parker - Social Media

I think Warby Parker does a great job at delivering messages on social media. I think the content they post is varied and it also promotes consumer engagement. I like the imagery that they use - it is simple, has a clear message, the colors and font are precise and easy to read. I cannot afford Tiffany's who are easily recognizable with their Tiffany's blue color so it doesn't pop up frequently in my feed, but when i see the teal-ish blue color and capitalized black font, I think Warby Parker which is smart branding.

Their Instagram has a wide selection of photos and stories with different age brackets, demographics and backgrounds which I think adds to their consumer base - as literally anyone can wear glasses. They frequently repost stories and also posts on Instagram from their happy customers which I think is really smart as they allow their customers to aid the selling of their products. It also shows diversity without overly trying. I believe it is a specific strategy that they use to get content posted and shared by their fans.  The average Warby Parker fan has the opportunity to create content that gets reposted by the brand and is seen by millions.

I also like the simplicity of the brand story. Not only is the font and color schemes simple, the imagery is too. The example that I gave in the photos is an introduction to the 4 founders of Warby Parker. It is scribble images, with names and a short blurb. It is aimed as an insight and not a giant blurb of successes, education, vision and so on, like you would (or should) get on a  LinkedIn account. It is perfect of the social medium chosen and audience.

I also like how Warby Parker don't take themselves too seriously on social media. There are many funny ‘TikTok’ style viral video's displaying products and customers in humorous ways. They were also once known for a pretty cool April Fools joke when they introduced spinning sunglasses. It was in 2021, and can still be found quite near the top of the Goggle search bar, meaning they have either paid for it to be that high up, or people have shared, watched and interreacted with it so much, it deserves that placing. Jimmy Fallon was part of the prank which brought a lot of attention to Warby Parker and it was live on his Tonight Show whose YouTube page alone has over 29M subscribers.

I think engagement is pretty high up the agenda and they do a great job at interacting with their fans and customers on Twitter. They also have a dedicated Twitter Helpdesk (@WarbyParkerHelp), showing they are purposeful and serious around their social media strategy. By having the social media helpdesk, and not a freephone number or email address, it shows they know their consumer and it allows 24/7 contact and interaction.

I chose them, and like what they do as it is simple, specific and focused on their product and product  users and it is diverse without trying to be. It allows interaction and engagement and promotes a two way relationship with their consumer.

Instagram - https://www.instagram.com/warbyparker/

Website - https://www.warbyparker.com

Twitter - @warbyparker & @warbyparkerhelp

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Social Media in PR Class

I decided to take this class as part of my Spring semester as it is an area that interests me, and is ever growing and evolving. I am pretty up to speed on social media from a personal perspective but would like to explore how it can be used in a more professional way.

Social media provides many different platforms, for different audiences and ways to interact, engage and push out communications in a laser focused way. I want to be able to tap into that within my career. The days of emails and phone calls are gone, and I feel I need to be more socially savvy to be able to provide the help and support needed for todays workforce. 

I work in HR and we have been working tirelessly over the last 2 years trying to keep abreast of the information coming at me regarding COVID from all different directions. It is my job to ensure we have all the information needed to keep our people safe. The world is relying on social platforms more rather than traditional medium, to get information out and shared, and I want to ensure I have the tips and trick's needed to stay on top of this new way of working.

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