hellopinklimonade-blog

[hellopinklimonade-blog]

Social Media Crisis

Today’s class was about how to deal with social media and the meaning of it.

 Nowadays, any customer who walks through your door could possibly have hundreds or even thousands of followers in your region, or if not, his friends might.  Word of mouth marketing can reach a worldwide audience through social media; thus, one bad experience could be retold to the masses.

Social media allows consumer opinions to spread far and wide quickly.  Word of mouth and social search are two powerful reasons to manage your social media reputation.

[hellopinklimonade-blog]

No class tonight

[hellopinklimonade-blog]

Go Life

Today I did my go life assignment at Miami AD School. They had a student review portfolio and a raffle.

The main activity of the event was to do networking with professionals in the industry of advertising and marketing, there were one of the most prestigious advertising agencies of the are such as Alma and Republica. Each representative of each agency took the time of talking about what is like working at an advertising agency and what to expect once you get out of university.

This event not only helped me to do my go life assignment but also to learn a little bit about the adverting business.

[hellopinklimonade-blog]

Social Media Tools

This week our Strategic Branding and Social Media class was really interesting

It was about the different tools that exist on the market for social media.

 Industry Experts

•       Any Sernovitz- WOM

•       Edwadr Tufte data visualization

•       Jakob Nielsen website usability guru

•       Jim Nail blog on ecommerce success

•       Nathan Gilliat- SM intelligence/papers

•       Robert Ackland- Social Network Analysis

 Industry Resources

•       ClickZ News, how to, stats

•       Emarketer Market research -Reports

•       Forrester: Market research –Predictions

•       WPP Branding, advertising, design, marketing (Yankelowich-PO-New York Times/CBS Poll)

 Social Networks and Services

·      Bebo

·      Brightkite

·      Del.icio.us

·      Digg

·      Flickr

·      Eventful

·      Facebook

·      Friendster

·      Identi.ca

·      Plurk

·      Hootsuite

·      Stumble Upon

·      Tumblr

·      Twitter

·      Youtube

·      Last.fm

·      LinkedIn

·      LiveJournal

·      Metacafe

·      Photobucket

[hellopinklimonade-blog]

Meltwater

This week, the class was all about Meltwater which is a software to keep an eye on thecompetition. It help you to get positive and negative feedback based on word andsentence structure analytics.For example the way that Social Media Metric works it is really simple.1. Define a company’s quantities and qualitative social media goals. Goals have to bemeasurable? or else its not helpful. Provide metrics i.e. 50% increase in clicks. 70% ofmentions to be positive. Click -> Buy2. Choose kpi’s that will accurately measure progress toward those goals. i.e. metrics innew registered users not the ones already signed up.3. Set a baseline or benchmark.4. Compare a company’s social media KPI’s to its bench mark over time. You can do itover a year and you will know your position within the market.Social media metrics should be compared to previous years and to competition to seewhere you stand.Servers automatically collect the quantitative measurements.Qualitative is the content of the message. (is it positive or negative)you hire someone who will go through them and code whether they are positive or negative.

[hellopinklimonade-blog]

Week 10

Week 9

 In our latest class, we were discussing Digital Crisis Control through the use of social media platforms like Twitter, Snapchat and Instagram.In a world where information travels very fast and social media has become a popular form of mass medium, epic fails occur frequently. I’m talking about accidental tweets, posts, and statuses that make a person or company look bad. It is important to remember that once you post something on the internet, it is out there for the world to see permanently and it can course massive damage to a company or brand. Thus being the reason why it is crucial to hire people who react and plan ahead. What’s more, company’s should have a quality control system that limits account access to a very trusted few and apply multiple checkpoints before posting publicly. The worst thing to do in such scenarios is to stay quiet. Whenever a company messes up in any publically accessible platform it is important to apologize within the first 24 hours in the same platform, as my professors says.

The problem

Last month Dove was involved into a Social Media Crisis caused by a GIF ad that was run on Facebook. The ad  “Missing the Mark” which feature three women removing a t-shirt to reveal a white woman, was pulled after being widely shared on national news outlets.

Right after people started to rip the online ad and called for boycott, thousands of retweets and comments were made under the #BoycottDove.

 People reactions sample 

Solution

Dove removed the ad and issued an apology on all its Social Media’s Platforms.

Twitter 3 Days Metric

Retweets 4,450

Comments 10,000

Likes 6,500

Facebook  3 Days Metric

Posts 5,400

Likes 1,665

Shares 3,000

Press: Business Insider

 Dove told Business Insider the short video was intended to convey that Dove body wash was for every woman, as well as celebrate diversity, "but we got it wrong." The brand also said the video "did not represent the diversity of real beauty, which is something Dove is passionate about and is core to our beliefs," and that it was "re-evaluating our internal processes for creating and approving content to prevent us making this type of mistake in future."

Respond

 After been analyzed Dove’s commercial and its apology, I don’t think they intended to create a racist commercial. I think the main problem was how the advertising department developed the idea and as a consequence some people misinterpreted the ad. At this point, they do not only have to come out with an efficient communication plan but walk the talk. From now on, they should have an internal team who performs regular audits of diversity and inclusion practices to ensure messaging is examined from a variety of viewpoints to prevent this kind of mistake. Since, in 2011 Dove was also involved on a racist crisis due to an ad portrayed by a black woman.

[hellopinklimonade-blog]

Week 7  FLORIDA GRAND OPERA

What makes your company outdo all the other companies, is it the brand, product or the objectives?

Advancing deeper in our Social Media and Branding studies, we must analyze our competition. This week we examine competitors that the Florida Grand Opera may have. The tool used takes into account the income, median age, and communities which give their business to certain organizations.

Using Simple Analytics search of nearby Opera houses and theatres, the database generated around 30 businesses in the Miami-Dade County area with various rich cultured kinds of arts. Unfortunately, just couple offer Opera seasonally aside from Arsht Centre Operas. Some include; Florida Opera Prima focusing on Latin, Spanish or English Opera and Miami Lyric Opera Inc. focusing on authentic Italian and even has a Gala with singers all around the globe for a cheaper price. Hopefully with diverse offerings these two will gain more recognition.

[hellopinklimonade-blog]

Week 6 Strategic Goals

A goal is a statement rooted in an organization’s mission or vision. Creating goals is an effective way to stay organized, on track and achieve given objectives successfully.

In this venture, I learned there are different public relations goals and chose to create strategic communication goals for NASA’S technology partners, High-Performance Polyimide Powder Coating considering the company and the patent. There is; The Reputation Management Goal which reinforces the company’s reputation and image for donors or investors and The Relationship Management Goal which handles favorable relationship with social or organizational changes and potential clients and customers. Lastly, Task Management Goal, which deals with increasing public support, advancing social changes on issues or attracting a sell-out crowd to a fundraiser. There are also the 3 categories of communication goals; Reputation management goals – identity of the organization, Reputation management goals – identity of the organization and Task management goals – getting things done.  These goals serve as a visual agenda, making priorities obtainable. This influenced me to establish several relationship management goals which target building stronger relationships with its potential customers and partners,  construct several top management goals focusing on attracting and increasing partners for further development and also leaving a positive impression using effective communication.

[hellopinklimonade-blog]

Week 5  Online Social Network

On today’s class, we talked about online social network, which is an internet-based platform that allows, the creation and exchange of user’s generated content.Content is created by users, if you don’t have users you don’t have social network.Online social networks are not only about the content it is also about links, who likes whom and who follows whom. In other words, links on social media are as important as content. Likewise, we learned about the importance of virtual location, which is a virtual space that people share for a period of time that is not the same as Internet. Its growth over the past 10 years has been amazing, a sample of that is the 4.45 billion that it generates annually only in the USA. The online mobile marketing also plays an important role by generating 7.3 billion yearly.

How does marketing is different in social media than in other platforms?Before launching a product you have to create an audience and know your marketing goals, which are mainly four.The first one is creating awareness for a new product.The second one is maintenance, which is maintaining the communication with your current clients, loyalty, reconnecting with them. Also, have a database of your clients, people who had used your product, who had have any contact with you. A newsletter is a good sample but try to don’t be annoying, use coupons, reward your existing costumers with coupons and demonstrations.The third one is to grow your company and sales by expanding your audience. Try to look for referrals, look at your matric to know how many clients you had gained and invest in future costumers, there is a lot of completion going on.And the last but not least the repair and recovery strategy.

[hellopinklimonade-blog]

Week 4 “ Brand Equity”

Week 4 Today’s class topic was “Brand Equity”. We spent the whole class discussing it and learning from each other. One of the most frequently asked questions by our professor was the following. What does Brand Equity mean to us? In simple words, Brand equity is the goodwill and name recognition that a certain brand has gained over time, which can be translated into high-profit margins and high sales. Likewise, we talked about brand elements, which are devices that can be trademarked to identify and differentiate a brand from others. Those are the six brand elements criteria that most companies should follow.  1-Likable, how appealing and fun is the brand name? Does this name is also understandable? Such as Yahoo and Flickr.  2-Memorable, brand’s name that are easy to remember and associate with the company. Such as Tide and Nike. The shortest the better.  3-Meaningful, does it suggest the corresponding category, a product ingredient or the type of person who might use the brand?  In other words, brand’s name that describe the company or a product that this company sale. Example of that is DieHard auto batteries. 4-Transferable,a brand  that can be able to introduce another product on the market on the same or different category and still recognized an example o that is  Etsy. 5-Protectable,  is choosing a brand name that should be legally protectable and competitively. Names that become synonymous with product categories—such as Kleenex, Kitty Litter, Jell-O, Scotch Tape, Xerox, and Fiberglass—should retain their trademark rights and not become generic 6-Adaptable, How adaptable and updatable is the brand element? For example, Coca -Cola has been updating it's logo over the years to keep up with the latest trends, fashions and opinions.

[hellopinklimonade-blog]

Week Three “Branding”

The class of this week was about Branding and all the tools that exist to make a company unique among others. Some of these tools are, the logo of the company, the slogan, the domain, the font, the color and the  tone used by the spokesman of the company when talking about the company to the media. All these elements together are responsible to  create a positive or a negative impact on costumers’ perception about the company.

For example, images and symbols together can create connections and tell a story, evoke feelings and put words in the minds of customers. A  real sample of that is the logo of Amazon, the smile points from A to  Z represent that Amazon sells everything from A to Z.

Font style, color and size can also represent the style of a company. If you notice, the color of the narrow of Amazon is Yellow. Why yellow? In  most  cultures around the world yellow means happiness, spiritual achievement, joy, gladness and friendship. Which at the end of the story, is the message that amazon wants to convey.

[hellopinklimonade-blog]

Week Two ”Brand Watch on Social Media”

Let’s do it ! This time class was not about talking and socializing …. It was about ”Manos a la Obra” in other words ... Let’s get down to work !!!

We were asked to pick our top 5 brand accounts on Snapchat, Instagram or any photo sharing social media except Facebook and for 5 consecutive days monitor those accounts. Our main task was to check those accounts daily interaction with its followers and save its posts per day, together with the number of likes, number of comments, and other metrics.

I am not a big fan of cosmetic and fashion trends brand such as Victory Secret, Forever21 or Sephora.I mostly follow bloggers, famous people, and influencers but let's start to follow big brands and companies to learn more about its social media strategies.

Here are the brands that I picked;

HomeGoods

Easy 

Gray Malin

Nordstrom Rack 

Nordstrom

[hellopinklimonade-blog]

Week One

Week One was all about introducing ourselves to the class and going over the syllabus to get a better understand of what is this class about and what to expect from it.

During the class, we all had the chance to take a moment to get to know each other by talking about our hobbies, current job, and career aspirations. I noticed that most of my classmates come from different backgrounds but we all have something in common, the willingness to learn more about Social Media and the role that it plays in business today.

Professor Ozkaya also took the time introduced herself and talked a little bit about her education background on Social Media, the style of her office and her career journey from Turkey to The USA.