Social Media

Crack a Joke to Build a Brand

Comedian Jim Gaffigan quips in a new commercial about driving a Chrysler Pacifica minivan and retaining his manhood. It’s just one example of how humor has become a staple of contemporary marketing campaigns, especially ones trying to appeal to young adults.

Comedian Jim Gaffigan quips in a new commercial about driving a Chrysler Pacifica minivan and retaining his manhood. It’s just one example of how humor has become a staple of contemporary marketing campaigns, especially ones trying to appeal to young adults.

No joke, comedy can be a brand builder.

Think of comedian Jim Gaffigan and his ads for the Chrysler Pacifica minivan, which are designed to convince young dads that driving a family minivan doesn’t mean you still can’t be cool and yourself.

Humor has become a regular staple in many marketing campaigns, especially ones aimed at younger audiences that are drawn to the sassy comedy of Jon Stewart and Stephen Colbert and satirical commentary in The Onion

Peppercomm, a new York-based marketing company, has made humor a hallmark of its own culture. Its management and account leader training includes instruction in stand-up comedy. Co-founder and CEO Steve Cody said comedy was embedded in training “because it improved presentation, listening and rapport-building skills while creating a unique culture.”

“Many in the industry scoffed, believing PR was a far too serious business for comedy,” Cody added. “Today, we’re routinely hired by clients and non-clients to stage comedy workshops for their employees.” And the firm is retained to inject humor into client marketing campaigns.

Humor can be a double-edged sword. An insensitive joke or an offending aside can damage a brand or at least cause embarrassment. But well-timed comedy can be entertaining and even endearing.

Southwest Airlines is a great example. Flight attendants are well known for stand-up routines involving safety instructions. The iconoclastic airline has hired aspiring actors as flight attendants to help realize its corporate goal of making passengers laugh and feel at ease.

A Southwest Airlines attendant quipped as the plane was taking a long time to taxi to the runway, “You know, we drive halfway and fly the other half.” Another attendant deadpanned, “If you smoke on this airplane, the FAA will fine you $2,000. At those prices, you might as well fly Delta."

Even when humor is a corporate goal, discretion and a sense of timing are essential. Like any form of communication, and especially comedy, you have to know your audience. And your critics. Kmart took a risk with the “I Shipped My Pants” TV ad campaign. The play-on-words humor offended some, but it did help the struggling retailer dramatically drive up its web traffic. Before the ad, no one ever accused Kmart of being edgy.

Dollar Shave Club leapt into business with a YouTube video that was described as “unconventional, outrageous and blunt” – and, of course, funny. The video made the rounds of social media with more than 17 million views and put the startup company on the shaving map.

Charmin marketed toilet paper with a #tweetfromtheseat campaign that encouraged people to share their most innermost inspiration while on the throne in their bathroom.

State Farm peddled insurance with its “Jake from State Farm” ads that were reprised with Dan Aykroyd and Jane Curtin reprising their Conehead characters from Saturday Night Live. Not to be outdone, Allstate hired Dean Winters, who had a role in 30 Rock, to personify mayhem in a series of laugh-provoking commercials.

Wonderful Pistachios took no chances and hired Stephen Colbert to create buzz for its brand at the 2014 Super Bowl.

It is necessary to hire a production company, and it doesn't hurt to bring in a TV star, to convey a compellingly comedic side of your brand. Marketers who make humor part of messaging say the secret is in authenticity with a little showmanship. Getting a consumer to laugh is one of the best hooks to get them to buy.

Gary Conkling is president and co-founder of CFM Strategic Communications, and he leads the firm's PR practice, specializing in crisis communications. He is a former journalist, who later worked on Capitol Hill and represented a major Oregon company. But most importantly, he’s a die-hard Ducks fan. You can reach Gary at garyc@cfmpdx.com and you can follow him on Twitter at@GaryConkling.

Surprising Impact of Surprise and Delight Marketing

Apple’s use of Maya Angelou’s “Human Family” poem in a TV ad to mark the opening of the 2016 Rio Olympics is an example of how to capture attention through the use of surprise and delight in marketing.

Apple’s use of Maya Angelou’s “Human Family” poem in a TV ad to mark the opening of the 2016 Rio Olympics is an example of how to capture attention through the use of surprise and delight in marketing.

Poetry plays a paltry role in advertising. So when a great poem features in an ad, it has a huge impact.

Apple is airing a 60-second TV spot with the late Maya Angelou reading her Human Family over a series of engrossing photos of people from around the world shot on iPhones. The ad debuted during the opening ceremony of the 2016 Rio Olympics, positioning Apple as an essential part of the human family.

Poems don’t work because of rhymes or clever cadence. They work because they are surprise content. They are so different than the norm, they captivate attention. If the poem or surprise content is good, the listeners keep listening and watching.

People like surprises. Studies prove it. And as much as advertisers obsess over the numbers of impressions an ad gets, a well-timed surprise can have as much or more impact.

The element of surprise doesn’t have to be of the jumping-out-of-the-cake variety. It can just be different or out of ordinary, like a poem.

Often, visual effects can surprise and delight an audience. Wieden + Kennedy’s ongoing series of ads for Old Spice relied on surprise elements from Terry Crews impersonating beard stubble to Mr. Wolfdog as director of marketing to Isaiah Mustafa on the beach showing how to smell like a man. The ads mostly appeared on Old Spice’s YouTube Channel, racking up nearly 100 million views. Instead of young adults bypassing commercials, they couldn’t wait to see and share these ads.

Surprise announcements can have an impact. MasterCard has a “Priceless Surprises” campaign that involves giving its  followers on social media gifts and prizes, such as a meet-up with Justin Timberlake or VIP tickets to the Grammy Awards. The campaign turned into an app that brings the credit card company even closer to its users through the use of surprise. The campaign and the app have resulted in greater brand loyalty and a barrage of positive online comments.

Apple, Old Spice and MasterCard can afford top-flight creative talent to produce surprising content and campaigns. So it’s important to note that surprise and delight doesn’t have to be a high-priced option. The auto mechanic who sends a thank you note, the vendor who unquestionably replaces a product and the sales rep who places a follow-up call to make you you successfully assembled a piece of furniture are examples of surprise and delight marketing.

The heart of surprise and delight marketing is making an emotional connection that instills loyalty. Kleenex took note that many of the status updates by its Facebook followers said they were sick. The company tracked down the actual addresses of 50 customers with colds and sent them a get-well basket of Kleenex products. Most of the surprised recipients took selfies with their surprise gifts and posted them on Facebook, attracting thousands of views.

The Apple commercial featuring an excerpt from Angelou’s well known poem was beautifully produced and deeply affecting. But in the end the ad was just a poem and photos taken on iPhones. Surprising people is less about money than imagination.

Human Family
I note the obvious differences
in the human family.
Some of us are serious,
some thrive on comedy.
Some declare their lives are lived
as true profundity,
and others claim they really live
the real reality.
The variety of our skin tones
can confuse, bemuse, delight,
brown and pink and beige and purple,
tan and blue and white.
I've sailed upon the seven seas
and stopped in every land,
I've seen the wonders of the world
not yet one common man.
I know ten thousand women
called Jane and Mary Jane,
but I've not seen any two
who really were the same.
Mirror twins are different
although their features jibe,
and lovers think quite different thoughts
while lying side by side.
We love and lose in China,
we weep on England's moors,
and laugh and moan in Guinea,
and thrive on Spanish shores.
We seek success in Finland,
are born and die in Maine.
In minor ways we differ,
in major we're the same.
I note the obvious differences
between each sort and type,
but we are more alike, my friends,
than we are unalike.
We are more alike, my friends,
than we are unalike.
We are more alike, my friends,
than we are unalike.

Don’t Be Put Off by the Term. Newsjacking Works.

Newsjacking is a way to ride the crest of breaking news or a popular event to tell your story and gain valuable exposure that would be virtually impossible any other way. And mostly for free.

Newsjacking is a way to ride the crest of breaking news or a popular event to tell your story and gain valuable exposure that would be virtually impossible any other way. And mostly for free.

“Newsjacking is the art and science of injecting your ideas into a breaking news story so you and your ideas get noticed.”

David Meerman Scott hijacked this term to describe a new type of media relations that hops aboard a trending story or topic instead of trying to launch a story from a cold start. Not everyone in the public relations world thinks newsjacking is a great term or idea.

“As a public relations executive with more than 20 years of experience and a track record for creatively connecting clients to top-tier media opportunities, I was initially amused by the mashup ‘newsjacking’ – but only for about 30 seconds,” writes Tracey Boudine, vice president of Wise Public Relations. “Who wants to position themselves as an expert on hijacking news?”

Seen as a form of hijacking, the concept isn’t all that attractive. But that’s not really Scott’s point. In explaining his view on newsjacking, Scott says:

“When there is news in your marketplace, reporters and analysts are looking for experts to comment on the story. Newsjacking gets you media attention. With little effort.

"As a story develops in real-time, buyers become interested in products and services based on what’s happening now. Newsjacking generates sales leads and adds new customers. For free.”

One of the most appealing elements of newsjacking is that anyone who is plugged in can do it. “Newsjacking is being used right now by nonprofits, political campaigns, business-to-business marketers and individuals,” Scott says.

Since a lot of newsjacking involves social media, the cost is minimal. The premium isn’t on how much money you have in the budget, but on how much imagination you have in the brain. “News gathering happens in real time, and it can encompass anyone who steps forward quickly with credible input,” Scott says.

Boudin takes issue with calling Oreo’s Super Bowl tweet about dunking in the dark an example of newsjacking. She says the trending tweet is better described as “real-time, social media marketing.” But that’s semantics. “News” isn’t restricted to what’s covered by newspapers or TV stations.

In an amusing recent segment, Tonight Show host Jimmy Fallon noted that more people now get their news from Facebook than any other source. Then he provided some Facebook “news” examples: “Nobody Knows When to Unfriend a Dead Co-Worker” and “Wall Post Discussion About Pumpkin Spice Latte Still Ends Up About Obama.”

Those are fake headlines, but you get the point. News is what people make it. Newsjacking is just a tactic to surf on whatever news wave is sweeping by your target audience.

Don’t crinkle your nose over the term newsjacking. The concept works. Here is a great example from my PR colleague, Dan Keeney:

The Society for Heart Attack Prevention & Eradication (SHAPE) was frustrated by the slow adoption rate of its techniques to identify people at risk of an imminent heart attack. In the hours after former President Bill Clinton’s heart attack scare, Keeney coined the term “The Clinton Syndrome” and used it as an example of how SHAPE’s assessment process works to save lives. Keeney’s rapid response earned quality media coverage in major print and electronic media across the nation, including a cover story in TIME magazine. The exposure SHAPE gained from Keeney’s newsjacking of the Clinton heart attack scare created grassroots pressure and eventually led the American Heart Association to adopt guidelines based on SHAPE’s recommendations.

If you haven’t added newsjacking to your media relations arsenal, you are missing opportunities that literally are at your fingertips.

Gary Conkling is president and co-founder of CFM Strategic Communications, and he leads the firm's PR practice, specializing in crisis communications. He is a former journalist, who later worked on Capitol Hill and represented a major Oregon company. But most importantly, he’s a die-hard Ducks fan. You can reach Gary at garyc@cfmpdx.com and you can follow him on Twitter at @GaryConkling.

Brand Stories Where Brand and Story Are Inseparable

The best brand stories are ones where the brand and the story are inseparable, like GoldieBlox, which makes construction toys for young girls to spark their interest in eventually becoming engineers.

The best brand stories are ones where the brand and the story are inseparable, like GoldieBlox, which makes construction toys for young girls to spark their interest in eventually becoming engineers.

Storytelling is in. Brand stories and storytelling are the vehicles of choice for content marketing. But not all stories are created equal.

One of the better brand stories is by GoldieBlox, which was launched in 2012 as a way to "introduce girls to  the joy of engineering at a young age.” Founder Debbie Sterling earned a degree in mechanical engineering and was struck by how few women studied to become engineers.

“Construction toys develop an early interest in science, technology, engineering and math,” the GoldieBlox website says. “But for over a hundred years, they’ve been considered boys toys. GoldieBlox is determined to change the equation. We aim to disrupt the pink aisle and inspire the future generation of female engineers.”

The young company, which went from Kickstarter funding to a $1 million in orders in six weeks, features BloxTown on its website. This is a storytelling showplace. There are videos, apps, toys and “The Gang” – four young multiracial women who personify the goals of GoldieBlox. There is Goldie Blox (mechanical engineer and Ms. fixit), Ruby Rails (software engineer and dressmaker), Li Gravity (daredevil who calculates the physics of her stunts) and Valentina Voltz (gadget lover and musician). They even have their own compatible pets, like Nacho, Goldie’s basset hound sidekick who “eats, farts and drools.”

Products are placed on the web page as just another avenue to adventure.

GoldieBlox has a blog with frequently updated content, typically featuring women engineers and technologists, who are called #goldmodels. The blog invites stories from women with careers in scientific and engineering fields (“Engineers in the Wild”), as well as from young girls whose interest in those professions has been piqued.

GoldieBlox is an excellent example of a brand built around and fueled by a story. The story and the brand are inseparable. The GoldieBlox brand story works for several reasons:

  • The story about the brand is authentic
  • The story has human appeal
  • The product and the brand story are closely linked
  • There is a clear call to action.

Too many brand stories are forced or superficial. They come closer to brand hype than a brand story.

Like any other good story, a brand story needs to resonate with its audience, to touch as many of their senses as possible so people feel transported to where the story takes place. That place can be as close as the family living room where a young girl constructs her first whirligig.

YouTube Channels that Inform, Entertain and Humanize

Michelle Phan went from a makeup blogger to a YouTube phenom by combining her visual subject matter with a medium that matched her target audience’s preference and offering informative, entertaining and humanized video content.

Michelle Phan went from a makeup blogger to a YouTube phenom by combining her visual subject matter with a medium that matched her target audience’s preference and offering informative, entertaining and humanized video content.

People love to watch videos for information and entertainment. One way to capitalize on this popularity is to broadcast your videos on your own YouTube channel.

Socialblade.com has listed the top 100 YouTube channels, which confirms people, especially young ones, like to watch videos that are informative and entertaining. Many of the top 100 are YouTube channels for performing artists, such as Justin Bieber and Beyoncé. And then there is Michelle Phan.

Phan took a blog devoted to makeup tutorials and turned it into a YouTube powerhouse. She has uploaded almost 400 videos since 2007, which have attracted more than 1 billion views. One of Phan’s most viewed videos – 1.5 million views – shows how to style up when attending a music festival.

Other videos talk about hair removal, pimples and makeup tips and tricks. Phan provides trend reports on metallic lips, lift-up shoes, peel-off makeup and glitter freckles. There also are videos that address cyberbullying and acne shaming.

Phan, who was born in Massachusetts, posted a video earlier this year about her trip to Vietnam to meet with family members and discover her ancestral roots. The video is polished, with professional videography and quick clips that take you along for her ride without making you wish you could jump off the bus.

Michelle Phan went from a blogger to a YouTube powerhouse vlogger by using the visual strength of videos to bring her makeup tutorials to life.

Michelle Phan went from a blogger to a YouTube powerhouse vlogger by using the visual strength of videos to bring her makeup tutorials to life.

Phan is regarded as a YouTube personality and entrepreneur. But her secret isn’t really a secret. She took a subject that is highly visual and brought it to life on video. She mastered an on-camera style that makes a potentially boring subject interesting, or even exciting for young women intensely consumed with how they look.

Marketers encourage use of video content because it can boost clicks on social media and websites. Some recommend setting up YouTube channels to create your own broadcasting network to run parallel with a website. We agree with the power of videos, especially as more people interact with the internet on mobile devices.

But more is required than setting up a camera to capture a talking head or an unstaged and unscripted event. Videos worth watching are videos that have been designed with forethought. For example, Phan succeeds on YouTube because her message and her medium match with the preferences of her target audience.

AARP has a YouTube channel that features videos with clips of 1960s rock and roll bands, tips on how to avoid injuring-causing falls and look-backs to major historical events. The YouTube channel for Angie’s List contains videos showing to stain a deck, finding the best body shop after a wreck and deciding whether to repair or replace an air conditioner.

AARP provides a suite of video content on its YouTube channel designed to address issues of interest to older Americans, including an avenue for entrepreneurs to pitch ideas to help seniors maintain an independent lifestyle.

AARP provides a suite of video content on its YouTube channel designed to address issues of interest to older Americans, including an avenue for entrepreneurs to pitch ideas to help seniors maintain an independent lifestyle.

Video provides an opportunity to humanize your brand, infusing it with personality, a life story and first-hand experience. YouTube is a perfect channel to extend your story brand and engage customers. The key is to make your brand extension and customer engagement informative and entertaining so people tune in.

Emojis: “A New Language in Digital Media”

Emojis are emerging as a whole new digital language where a tiny icon replaces text to convey emotion and sentiment and to personalize online marketing interactions.

Emojis are emerging as a whole new digital language where a tiny icon replaces text to convey emotion and sentiment and to personalize online marketing interactions.

Visual communications can take odd twists, such as the emergence of emojis as defining icons for marketing campaigns.

An article earlier this year in Adweek went further, describing emojis as a “new language in digital media” that can communicate “tone and sentiment on messaging apps and social media among consumers.”

Whereas they used to be limited to a happy face and a sad face, now there nearly 2,000 emojis and the character count keeps growing.

Emojis have matured beyond being punctuation marks for text to becoming the message itself. Well known brands such as Taco Bell use emojis that correlate to their products in digital marketing via apps, social media and email. General Electric launched the #EmojiScience campaign that invited people to send emojis to get short video lessons from Bill Nye the Science Guy.

Twitter now enables marketers to target customers who have used specific emojis. Dominos has an Emoji Ordering campaign that centers on customers including the pizza slice emoji in tweets. Instead of zeroing in on key words, brands search for relevant emojis. Consumer brands with an eye on younger adults are eager to jump into emoji-based marketing.

While emoji marketing may work best for now with Millennials, it won’t be long before its appeal spreads, if it hasn't already. Who wouldn’t want to order a pizza by posting an emoji on an app? I received a message with a rose emoji from my wife after urging her to take a moment before going to work to look at the beautiful blooms sprouting on her rose bushes.

The advice to marketers at this point seems pretty basic. If you sell ice cream, look for the ice cream emoji. Keep up to date on the growing cast of emojis. Be sensitive to the details of these little drawings, which sport a range of skin tones and nuanced emotions. Don’t expect everyone to jump on board with your emoji campaign until you build some trust. 

Engaging people with emojis means using them as if you are actually communicating with someone. Expressing emotion or sentiment through an emoji can personalize a brand’s interaction with a consumer and sharply increase engagement rates.

Learning how to use emojis may not be quite the same as taking French lessons, but it kind of is. Emoji fluency is critical to say what you mean and not inadvertently communicate something you never intended.  When you are fluent in emojis, you can tell stories with pictures.

Conkling is president and co-founder of CFM Strategic Communications, and he leads the firm's PR practice, specializing in crisis communications. He is a former journalist, who later worked on Capitol Hill and represented a major Oregon company. But most importantly, he’s a die-hard Ducks fan. You can reach Gary at  garyc@cfmpdx.com and you can follow him on Twitter at @GaryConkling.

The Face of News Media Keeps Changing

Newspapers continue to decline while more readers get their news via mobile devices, which has pulled advertisers into new platforms and still-emerging forms of advertising content.

Newspapers continue to decline while more readers get their news via mobile devices, which has pulled advertisers into new platforms and still-emerging forms of advertising content.

We may be trading dominance by communications conglomerates for dominance by a handful of gargantuan technology companies that are emerging as prime arbiters of our news feeds.

Given the recent flap over Facebook’s censorship of certain trending news, that could be a growing concern, rivaling worries over the likes of Rupert Murdoch’s influence over what is considered news.

It is no secret that newspaper circulation has continued to dive as many print publications have struggled to cash in on their digital siblings. But it has gone relatively unnoticed that eyeballs tracking the news have shifted so dramatically to Google, Facebook, Yahoo, Microsoft and Twitter – with $40 billion in digital advertising trailing along.

Microsoft’s $26 billion purchase of LinkedIn puts it alongside Google, Facebook and Apple as digital platforms intent on creating bubbles that users never have to leave to do their work, share information, network with friends or potential employers, be entertained and view the news.

According to the Pew Research Center's 2016 State of the News Media report, 2015 was the worst year for newspapers since the Great Recession. Circulation dropped 7 percent, advertising fell 8 percent and newsroom staffing shrunk 10 percent.

Michael Barthel, a Pew research associate focusing on journalism research, speculated, “Coming amid a wave of consolidation, this accelerating decline suggests the industry may be past its point of no return."

Meanwhile, TV and cable news operations held their own, thanks in part to a long and lively presidential primary season with lots of candidates and SuperPacs. News podcasting and live streaming are experiencing audience growth, but not revenue growth. If there is good news, they also are not cannibalizing traditional radio listenership and revenues, Barthel says.

Mobile devices are gobbling up audience attention and attracting more ad bucks -- and Google and Facebook are raking in the lion's share. The transition is more rapid than some may realize, with mobile advertising now outpacing advertising geared for desktop devices.

The question begged by the mounds of data in the Pew media report is “So, what does it all mean?” For one, it’s clear people appear more, not less interested in the news. They are shifting where they get their news, which is pulling advertising to new places and creating a demand for different types of advertising. But there is no promise current trends will persist. They may just be dog legs to the left on a course that is inexorably going into a water hazard on the right.

It seems obvious there is increased channel segmentation and a sharp divide in the news viewing habits of younger and older adults. But where does that lead? In an age of videos and visuals, why are audio-only communications picking up steam?  Will cable TV news retains its appeal after the November election? Would TV networks and stations have benefited as much by a more traditional contest such as Hillary Clinton versus a candidate like John Kasich?

Local TV stations have been buoyed by the buzz and business bump of morning TV shows, which feed into national news TV shows. Even evening TV news shows, which have been stretched over a range of “getting home” times, are prospering or at least holding their own. But how is this sustainable when younger adults no longer tune into traditional TV?

Media trends have a remarkable ability to mirror general societal trends. They show, as Pew reports, that people still thirst for news, but are willing to gravitate to different platforms and non-traditional sources to find it. Apple and Yahoo aren’t permanent emplacements. They can be as temporary as yesteryear must-sees, such as “Laugh In” and “Dallas.”

One thing is clear. In times past, all people could do is complain about the faults of their local newspaper or the bias of TV networks. But there is a lot more to fret about today when it comes to the news.

Rick Steves as a Guide to Value Propositions and Branding

Travel guide Rick Steves provides excellent direction on how to express a value proposition and back it up with authentic personal branding.

Travel guide Rick Steves provides excellent direction on how to express a value proposition and back it up with authentic personal branding.

Rick Steves says a good guide book is a $20 investment to ensure a great $3,000 vacation. His comment is the kind of crisp value proposition companies should emulate.

Many companies settle for value propositions that are inward looking and self-serving. A value proposition should say how your product or service will solve problems for or deliver benefits to your customers.

Junk the jargon and put aside the taglines. Use plain language to convey your value to customers in less than five seconds. Make your brand a living, breathing example of your value proposition. 

Steves has earned a reputation as a well-informed and informative travel guide. His guide books are chock-full of helpful tips from how to pack to where to go.

Steves hosts a travel show on PBS that reinforces the tips found in his guide books. He just aired a three-part series consisting of practical advice for European travelers that included smart ways to travel, how to protect your valuables from pickpockets and savvy moves to avoid long lines at major venues.

Steves doesn’t brag about his own guide books. He doesn’t have to. Users tell fellow travelers about them, including Steves’ advice to rip up his books so you carry only what you need during day trips. Those word-of-mouth recommendations are worth a lot more than advertising or self-promotion.

Implicit in Steves’ simply rendered value proposition is that the $20 you spend for his guide book will save you a lot more when on the road. Sometimes he recommends spending money – for an upgraded train ticket or an all-city venue pass – that enhances a trip and saves valuable time. Grabbing some shuteye on a train ride or bypassing a ridiculously long line can mean seeing another sight or spending more time in the place you’ve always dreamed of seeing. 

The Rick Steves brand is all about useful information that he has personally vetted. When you buy his guide book, you know the advice he dispenses is based on his own experiences. The combination of his TV show, guide books, guest appearances and audio tapes makes Steves your trusted travel companion. His advice is golden, whether it’s what shoes to pack, how much underwear to bring or where to store your suitcase on daytrips. You might even be inclined to buy the suitcase he designed for ease of travel.

A solid value proposition, as Steves illustrates, should provide a concrete result for a customer expressed in a short statement. Branding, which features your differentiation from competitors, is separate from the value proposition. If you try to conflate the two, chances are you will inject hype and undercut the authenticity of the value proposition.

Follow Steves’ lead in describing the value of his guide book to customers and living your brand so customers choose your book instead of a competitor’s. 

Jimmy Fallon and Integrated Media

Jimmy Fallon’s  Tonight Show  follows the script Johnny Carson wrote years ago, but with a new twist – audience interaction via multiple social media channels.

Jimmy Fallon’s Tonight Show follows the script Johnny Carson wrote years ago, but with a new twist – audience interaction via multiple social media channels.

Jimmy Fallon’s Tonight Show is true to the legacy of Johnny Carson. Lead-off monologue. Soundtrack sidekick. Funny sketches. Engaging band. But there also is something new, even though that something is based on an old idea, too.

Fallon’s late-night show exploits engagement on social media. He crowdsources comedy on Twitter in a bit called #Hashtags. And he solicits raw material for sketches on Facebook and YouTube.

Engaging audiences – and fishing for expanded audiences – is an old idea packaged like a new one on social media. It is what marketing public relations is all about – contests, special events, loyalty discounts and social media interaction.

Dove sponsored soap-carving contests. BMW facilitated motorcycle workshops in home garages. Powell’s employees write reviews that are posted on bookshelves.

Fallon is a great entertainer and his show reflects savvy marketing to keep it at the top of the ratings and reaching out to new, often younger viewers.

The on-air show follows the form of Johnny Carson’s Tonight Show, but it has added twists. The celebrity guests don’t just show up to shoot the bull. The guests, who are curated to appeal to a wide audience, pitch their latest movie, album or book, then join Fallon in a game. Game of Thrones star Kit Harington and country crooner Blake Shelton played charades with Fallon. Rapper Drake and Fallon donned miniature baskets on their heads for a game of faceketball.

Occasionally Fallon breaks into one of his Saturday Night Live characters and he has recurring bits, such as his “thank you” notes on Friday nights and his frequent impersonations of Donald Trump. 

But the show doesn’t end there. Fallon asks viewers to send tweets using a hashtag he’s created, such as #ImDumb, which fetched some hilarious examples of people being stupid. He reads some of the best ones on air, but many others are included on the show’s website, which provides a convenient opportunities to watch – or re-watch – a Fallon skit or monologue.

Fallon invited young people to submit their “Fallonventions,” which will be featured in an upcoming show. An earlier invitation for funny faces turned into an on-air sketch with Fallon and Miley Cyrus trying to imitate the facial contortions.

Other TV shows use integrated media to connect with viewers. The Voice lets viewers vote via an app to decide who stays and who goes by purchasing performers’ songs on iTunes. Bones engaged viewers with an open dialogue online about favorite moments and clues on how to solve the crime. Person of Interest encourages fans to submit their photos, some of which appear on the drama.

Integration of channels may seem daunting, but it’s less arduous than it may appear. You don’t have to be a social media guru to make the kind of connections you want to achieve. Think of loyalty programs that you run through a platform like Facebook. You build a connection with customers that can be as simple as coupons or a flash sale. 

If you aren’t thinking about integration, you should. If you need inspiration, watch Jimmy Fallon.

Facebook in the News for News Bias

Facebook faces new scrutiny as a news provider after a Gizmodo journalist exposed a liberal bias behind the company's Trending stories feature. Hoping to smooth things over, Facebook CEO and cofounder Mark Zuckerberg says he plans to meet with conservative leaders to explain how the tool the works. 

Facebook faces new scrutiny as a news provider after a Gizmodo journalist exposed a liberal bias behind the company's Trending stories feature. Hoping to smooth things over, Facebook CEO and cofounder Mark Zuckerberg says he plans to meet with conservative leaders to explain how the tool the works. 

Facebook has continued to surge as the leading social media site to become a trusted news source. But news reporting suggests that it’s Trending stories may be different than advertised.

With a billion active daily users, Facebook is a commanding platform for news. In the United States, 41 percent of adults are on Facebook and nearly two-thirds of the site’s users say they get their news there, according to a recent Pew Research Center study.

However, one of Facebook’s key news features – the Trending story box located in the upper right corner of the newsfeed – isn’t as objective or automated as Facebook proclaims. In reality, the workers behind the scenes – called curators – apparently have kept popular conservative stories from showing up in the feed.

Gizmodo technology editor Michael Nunez broke the news in a series of stories over the last two weeks, picking apart the inner workings of the Trending news team.

“Facebook’s news section operates like a traditional newsroom, reflecting the biases of its workers and the institutional imperatives of the corporation,” Nunez concluded after interviewing a handful of former Facebook contractors hired for the project. “Imposing human editorial values onto the lists of topics an algorithm spits out is by no means a bad thing, but it is in stark contrast to the company’s claims that the trending module simply lists ‘topics that have recently become popular on Facebook.’”

The Trending feature has been marketed more or less as an automated aggregator that pulls in and promotes the most popular stories on the web. However, the operation actually relies on a lot of help from real people who handpick what makes it on the list and what gets cut, regardless of how much web traffic a story attracts. As Nunez learned, the sausage-making is heavily shaped by personal biases.

“Depending on who was on shift, things would be blacklisted or trending,’ said the former curator. This individual asked to remain anonymous, citing fear of retribution from the company. The former curator is politically conservative, one of a very small handful of curators with such views on the trending team. ‘I’d come on shift and I’d discover that CPAC or Mitt Romney or Glenn Beck or popular conservative topics wouldn’t be trending because either the curator didn’t recognize the news topic or it was like they had a bias against Ted Cruz.”

Facebook executives initially denied allegations of censorship and liberal bias in their news promotion, but they now admit the company’s curators exercise some editorial control over the Trending section. The Guardian’s Sam Thielman dug much deeper into the situation after receiving leaked internal guidelines that not only confirmed Nunez’ reporting, but revealed how deep the rabbit hole really goes:  

“The guidelines show human intervention – and therefore editorial decisions – at almost every stage of Facebook’s trending news operation, a team that at one time was as few as 12 people:

  • A team of news editors working in shifts around the clock was instructed on how to ‘inject’ stories into the trending topics module, and how to ‘blacklist’ topics for removal for up to a day over reasons including ‘doesn’t represent a real-world event,’ left to the discretion of the editors.
  • The company wrote that ‘the editorial team CAN [sic] inject a newsworthy topic’ as well if users create something that attracts a lot of attention, for example #BlackLivesMatter.
  • Facebook relies heavily on just 10 news sources to determine whether a trending news story has editorial authority. ‘You should mark a topic as ‘National Story’ importance if it is among the 1-3 top stories of the day,’ reads the trending review guidelines for the US. ‘We measure this by checking if it is leading at least 5 of the following 10 news websites: BBC News, CNN, Fox News, The Guardian, NBC News, The New York Times, USA Today, The Wall Street Journal, Washington Post, Yahoo News or Yahoo.’
  • Strict guidelines are enforced around Facebook’s ‘involved in this story’ feature, which pulls information from Facebook pages of newsmakers – say, a sports star or a famous author. The guidelines give editors ways to determine which users’ pages are appropriate to cite, and how prominently.”

Following the eye-opening reporting, media scholars, journalists and news consumers alike are taking a collective pause to reconsider Facebook’s role as a news source. The stories could be a game-changer for the site, which continues to outpace the online marketplace in raising ad revenue, partly due to how heavily the public has come to rely on Facebook for news.

Not surprisingly, the strongest reaction has come from right-wing pundits and news organizations and conservative politicians. Key Republican leaders, like Congressman John Thune who chairs the Senate Commerce Committee , are demanding an explanation from Facebook and an investigation into how its Trending section works.

Facebook CEO and cofounder Mark Zuckerberg plans to meet with conservative leaders to discuss the controversy over the next few weeks. That will be particularly awkward for Zuckerberg, considering that Facebook is sponsoring this summer’s GOP convention. 

The company launched the Trending feature in 2014, hiring a small team of young, Ivy League-educated journalists to serve as its curators. The group is responsible for writing headlines and summaries and linking back to news stories inside the Trending feed. The curators work on a contract basis, and Facebook seems to be showing signs of cutting the contractors and moving instead to a more automated operation as the company improves its algorithm.

Exactly how this flurry of scrutiny will reshape Facebook’s Trending section and the social network's role as a news provider will take some time to play out. 

Justin Runquist is CFM’s communications counsel. He is a former reporter for The Oregonian, The Columbian and The Spokesman-Review. Away from the office, he’s a baseball fanatic with foolhardy hopes that the Mariners will go to the World Series someday. You can reach Justin at justinr@cfmpdx.com and you can follow him on Twitter at @_JustinRunquist.

Putting Entertainment into Your Content Marketing Mix

Viewers today demand content that is useful, relevant and entertaining. Usefulness and relevance are easy, but entertainment is harder to deliver. Airbnb offered up a good example of how to deliver a message in an entertaining illustrated story as seen above.

Viewers today demand content that is useful, relevant and entertaining. Usefulness and relevance are easy, but entertainment is harder to deliver. Airbnb offered up a good example of how to deliver a message in an entertaining illustrated story as seen above.

Good content must be useful, relevant and entertaining. Useful and relevant are fairly obvious. Entertaining, not so much.

Let’s face it, most of us like to be entertained but aren’t entertainers. So how do non-entertainers entertain? Here’s how: Turn a clever phrase. Tell stories. Show funny videos and photos. Hop aboard breaking stories. Share personal feelings. 

Your words, stories and images don’t have to be Oscar winners. Their purpose is to deepen interest in your useful, relevant content. Knowing how to fix your toilet is useful and relevant, but we probably wouldn’t pay attention unless someone showed us how in a clever, humorous way.

Entertainment isn’t the main act in content marketing. It's the set-up to your main message. If your entertainment is too entertaining, viewers won’t remember why they were watching it, like the TV ad that is so captivating, you remember the entertainment, but not the product.

Clever Phrases

Yes, it is hard to channel William Shakespeare and procreate a new word or pithy phrase. But you can write a snappy headline that turns heads. The snappy headline can parrot a clever phrase you coin in your copy. Nobody churns out chiseled prose like an assembly line. It takes time – and maybe some reflective moments in the shower or on your morning run. All the phrase has to do is spark a smile and encourage the viewer to read on.

     Examples:

  • “Success by Choice, Not Chance.”
  • “Fat Makes You Thin.”
  • “Six Instant Confidence Boosters."

 

 

 

 

 

 

 

Telling Stories

As children, we listen to stories to learn. As we grow older, we trade stories with friends. Older people share stories to pass along wisdom. Stories abound in our world, and our brains are wired to tap into their meanings. Stories can take many forms. Children’s books artfully blend text and illustrations. Stories can unfold in videos and picture galleries. Good writers can spin tales with words. The form in this case is less important than the function. Tell entertaining stories with a point that connects to the useful, relevant information you want to convey. 

     Examples:  

 

 

 

Videos and Pictures

Visual assets such as videos and pictures don’t always have to tell a story to draw attention. Sometimes they can just be fun – or funny. Good judgment is required to avoid images that mock or offend. But there are plenty of ways to use light-hearted and good-natured videos and pictures to entertain your viewers into spending more time on your website, online newsroom or blog to consume useful, relevant content. Videos are popular to share, so take pains to brand your visual content so it doesn’t spin away from the purpose behind posting it.

     Examples:  

 

 

Newsjacking

If you can be a free rider on a breaking story or trending topic, you will have a built-in audience. Your “newsjacking” may be a local angle on a national story, a deeper dive into a trending topic or a contrary take on the news. The newsjacking should lead to your useful, relevant content or at least point to the path to your content. This is entertainment by feeding the curiosity aroused by someone else’s story.

     Examples (good and bad):  

 

 

 

Sharing Personal Feelings

In this era of engagement, sharing feelings can be a path to establishing a solid connection with your consumers. There is an element of risk in becoming personal, but it is that exposure that creates an opening for interaction. Sportscaster Jim Nantz shared his personal story of caring for a family member suffering from Alzheimer’s as he urged people to donate to find a cure. A sizable number of supplicants on Shark Tank begin their investment pitches by relating a personal story that resulted in their product invention. As with any relationship, getting personal can get sticky, so choose what feelings you share carefully and make sure they link somehow to your useful, relevant content.

     Examples:

The Secret Sauce of Delectable Content

The secret sauce of content marketing is fresh, authentic content that is delicious to consume. 

The secret sauce of content marketing is fresh, authentic content that is delicious to consume. 

Here’s a content marketing idea: Have something to say and say it with some panache.

It doesn’t take a master chef to understand the key ingredient in content marketing is content itself. If you want your dish to sizzle, the content has to taste good, be presented well and go down easily.

There is a lot of content out there that resembles processed food and frozen dinners. You might consume it, but you would rather not. You certainly wouldn’t make a special trip to the grocery store to buy it. 

When thinking of content, your mind should go to fresher fare. Like the new Portland restaurant that mixes up gourmet meals for 10 people at a sitting who watch the preparation and eat at an old-fashioned counter. You eat what you see and interact with the cook. It’s like having your own personal chef. 

Writing a blog, op-ed or white paper isn’t something you can customize for each potential reader. But you can personalize content by making it relevant, useful, entertaining or evocative. That’s what separates hot dogs from veal scaloppini.

To understand whether to whip up veal scaloppini, beef brisket or shrimp louie, you need to understand the appetites of your diners. The same is true for content development. You need a deep dive into what your audience craves. You need to know much more than their age, gender and time preference to check out social media. You must discover what interests them, concerns them or inspires them. That becomes your editorial menu for what content to create.

This kind of audience taste-testing isn’t something you can farm out to the folks who make your bar stools or repair your dishwasher. As the master chef of your content, you have to be on top of your customers’ taste buds. If you are in harmony with customer cravings, you will never be at a loss of what to cook up. 

Content marketing counselors urge creating good content, but they often fail to describe the recipe. Good content, like good food, should be authentic and satisfy the palate as well as the tummy. It makes you want to hug the cook. Good content makes the same kind of strong connection between the content creator and consumer.

While good content is easy to spot, it is not always easy to see. That’s where the “marketing” part of content marketing comes into play. The marketing job is to get good content on the table in front of diners. If great content is teamed with lousy marketing, the tables will be largely empty. Likewise, great marketing and so-so content discourages a return visit.

As in fine cooking, content generation requires trial and error. Failure isn’t a bad thing, especially if it forces you into a more productive direction and a refined approach. This is why engagement is so important. A good cook wants to hear compliments, but also needs to see what part of a meal goes uneaten into the garbage can. The same is true for content marketers who should ask for viewer feedback and measure consumer reaction. It’s okay to try out some diner ideas or maybe even let them grill a meal once in a while.

Content marketing success starts with content that makes your consumers’ mouths water and then satisfies their hunger. Content should be dished up with visual appeal. And your consumers should know where to find you and when they can sit down to feast. But above all, have something to say.

Content Marketing Example

Alaska Airlines continues to shine as a savvy content marketer. The airline delayed the takeoff of a flight from Anchorage to Honolulu earlier this year to allow a swarm of eclipse chasers – and a planeload of other passengers – to see a total solar eclipse over the Pacific Ocean, capturing national media attention.

Top designer Luly Yang demonstrates how to best prepare your wedding dress as a carry-on item when flying to your destination wedding. 

In its most recent blog post, Alaska Air featured fashion designer Luly Yang, who will reimagine fight attendant uniforms. However, the blog focuses on something more down-to-earth – how do you pack a wedding dress when flying. In short videos, Yang demonstrates how to fold a flowing gown into a suitcase and even a carry-on bag to ensure it arrives with minimal wrinkles and no damage, avoiding a bride’s worst nightmare.

This is content geared for people who fly on airplanes or who have daughters who will fly on airplanes to go to faraway weddings. The content is useful, and it’s presented in a visually informative and entertaining way. The advice, by the way, might just as easily apply to a guy’s suit coat or silk Hawaiian shirts.

This is how good content marketing is done. 

Making a Better Connection Through LinkedIn

A LinkedIn trainer says the online networking site has hidden capabilities that can make it more personal and less sterile in seeking and engaging new connections.

Blogging and promoting your blogs on social media sites such as LinkedIn is a smart way to demonstrate thought leadership, share valuable content and show off your expertise. It would be even smarter if you exploited all of LinkedIn’s capabilities.

Mic Johnson, a content coach and LinkedIn trainer for Blue Gurus, says some of LinkedIn’s most valuable and useful features are hidden from view for the average user. LinkedIn could make these features more accessible, he says, but meanwhile LinkedIn users can make use of the features if they know where to find them.

One of Johnson’s biggest bugaboos about LinkedIn is its impersonality. Invitations to connect can be sterile, but they can – and, he insists, should – be personalized. The blue “Connect” button makes it easy to send an invite with the clinical “I’d like to add you to my professional network on LinkedIn” message. However, Johnson says if you go to someone’s profile and click the button, a dialogue box appears that gives you a chance to describe how you know the person and add a personal greeting.

LinkedIn discourages engagement, Johnson explains, by making it easy to accept an invitation without seeing whether or not the person who extended the invitation wrote a personal note. He suggests clicking on the “quotes” to see if a message was sent before accepting an invitation. You don’t have to respond, but at least you know someone took the time to send you a message.

If you are baffled by how stories or posts appear on your LinkedIn feed, it’s not a surprise to Johnson. He says the LinkedIn default is to give preference to “Top Updates” instead of “Recent Updates.” This increases the likelihood you may not see a post that interests you.

You can change your feed by clicking HOME and looking under “Publish a Post” where they are three little dots that you can pick and select “Recent Updates” as your preference. Irritatingly, Johnson explains, if you leave your home page, LinkedIn will restore “Top Updates” as your home feed default setting.

“I’m not a fan of social networks choosing what they think I want to see instead of the other way around,” Johnson says.

Tucked away on the profile pages of your connections is the largely unnoticed Relationship Tab. Johnson says it can be found below a person’s photo and offers an opportunity to “jot down notes about the person, set follow-up reminders and tag the personal in a category such as prospects."

“I’m a big fan of LinkedIn,” Johnson says. “LinkedIn is one of the best tools out there for connecting with people in business, finding people you share in common with others and consuming and sharing quality content.” 

“Linked needs to spend more time making the user experience more intuitive and stop forcing people to click around to find hidden features,” he adds. But thanks to Johnson, some of LinkedIn’s hidden features have been exposed, allowing you to use LinkedIn like a guru.

The Seven Big Problems of Marketing

Marketing has some big problems in today’s economy, ranging from how marketing works in the digital world and global marketplace to coping with exploding numbers of communications channels and disruptive technological change.

The American Marketing Association unveiled what it calls an “intellectual agenda” that identifies seven big marketing problems in the face of ever more fragmented and distracted groups of would-be customers.

AMA CEO Russ Klein says the seven big problems are intended as “above-the-din context” for addressing an increasingly challenging marketplace while maintaining objectivity and an action orientation.

Here are the seven big problems as described for AMA by Bernie Jaworski, Rob Malcolm and Neil Morgan:

1. Effectively targeting high-value sources of growth

Long gone are the days when brands could be one-trick products. Market segmentation is a bigger factor now than ever, which forces more critical choices about what segment to target that offers the best opportunity for a positive return.

After locating the ripest opportunity, brands need to decide how to position products and influence consumer decision-making. That can involve bumper-car competition with other brands that are trying to win in the same segment. Effective marketers call this “demand landscape mapping,” which still is more like the Lewis and Clark expedition than precise digital cartography.

2. The role of marketing in the firm and C-suite

Historically companies have focused on making and distributing products efficiently – the supply side of the equation. In today’s marketplace, consumer demand has become a more dominant driver, which means the marketing department that had been assigned a room down the hall has been summoned to the C-suite.

Company executives must decide how to integrate marketing into organizations weighted toward production. They also need to figure out whether marketing should be centralized or farmed out to individual product groups. There are company culture aspects to consider by switching to products consumers want from products you want to make.

3. The digital transformation of the modern corporation

The Internet of Things is forcing all kinds of companies to go from “dumb” to “smart.” This transition transcends Big Data and social media and goes to the heart of business models, company hierarchies and the consumer interface.

One way to think of this evolution is to imagine brands are going from a world of two-dimensional videos to three-dimensional video games. There is constant, often real-time interaction with consumers and competitors. There is less time to react and a higher premium on being nimble. The marketing department is arguably best suited to be the front line soldiers in this advancing battle.

4. Generating and using insight to share marketing practice

Research has always been a fundamental building block for disciplined marketers, but today’s challenge is a mound of information. There is a lot of data and plenty of analytics, and there also is the potential for overlooking insights gained by direct consumer contact.

The heart of this problem is whether it is better to analyze consumer behavior or actually observe it. Traditional research methods can reveal why a consumer chooses one brand over another and why. It may not reveal daily experience that could suggest an openness – or even eagerness – for a different alternative, a breakthrough product. A key question is to decipher what tools and techniques are more effective at breaking the “insights code.”

5. Dealing with an omni-channel world 

Even the most efficiently run companies have to face a world of chaotic communications and channels. Nothing illustrates this point better than the surging rise in online sales. A brand not only has to worry about shelf space and in-store promotions; it also has to contend with how to sell on Amazon. Bigger brands need to sort out the brick-and-click interplay. 

Brand marketers must engage consumers on what to buy as well as where to buy it. Many brands already have parallel marketing universes online and in-store, which often includes the option of buying online in a store for merchandise not in local inventory. However, this seems like just the beginning, not the end scene of effective omni-channel marketing.

6. Competing in dynamic, global markets

Globalization is usually described as manufacturing products offshore in low-wage countries to cut production costs. The recent release of the so-called Panama Papers reminds us that capital flows across international borders are a very big deal. But we may just be witnessing a burst of a different kind of international competition with the seemingly sudden introduction of brands we’ve never heard of before.

It wasn’t that long ago when Samsung and Kia became recognizable brands in our marketplace. Expect more. At the same time, wider arrays of U.S. brands have spread their wings and flown on to foreign markets, raising questions about supply chains, unfamiliar regulation and the cultural competency of marketing. The marketing role must take on a deeper role to perceive how a brand can withstand foreign competitors at home and abroad, to take advantage of global opportunities and to see trends as they emerge, not after they turn into tsunamis.

7. Balancing incremental and radical innovation

“Firms need to compete in two time periods: the present and the future.” How can companies achieve the ambidextrous skill to manage in dual universes that may be hugely different? More important, how will the customer experience evolve, especially given the growth of mobile devices that can be used to compare prices, search other distribution channels and pay for goods?

AMA suggests this balancing act will require thinking more about platform products, franchises and product ecosystems. Concepts like “fail fast” may become standard operating procedure. Are there models to emulate successful reinvention and what metrics matter for innovation? How do you go beyond product innovation to organizational, financial and marketing innovation?

YouTube: Your Own TV Station

YouTube stars Caspar Lee and Joe Sugg are parlaying their massive online following into gigs in TV and film. It's a bold example of the huge personal branding potential for anyone with their own YouTube channel. 

YouTube stars Caspar Lee and Joe Sugg are parlaying their massive online following into gigs in TV and film. It's a bold example of the huge personal branding potential for anyone with their own YouTube channel. 

As digital media has allowed you to be your own content publisher, YouTube allows you to be your own TV station.

Today, the video sharing giant has become far more than a personal outlet for run-of-the-mill vloggers to vent their frustrations and show off their whacky sense of humor. Now drawing tens of billions of views a month on millions of fresh videos, YouTube has created a massive worldwide platform for its biggest stars, many of whom are finding their successful video careers expanding well beyond YouTube and into more traditional media. But you don’t have to be famous to tap into the limitless marketing potential of YouTube.    

Last week, The Guardian highlighted the story of successful British YouTube due Joe Sugg and Caspar Lee, who started small and built a large following, which they later parlayed into TV and movie deals. Though not exactly household names in the U.S., Sugg and Lee have more than 11 million YouTube subscribers and upwards of one billion views on Google’s video service. Theirs is an example of how far the clever use of a YouTube channel can get you.  

Last year, the duo released Joe and Caspar Hit the Road, a straight-to-DVD movie chronicling their trip around Europe. Behind the production is the team from the popular British TV series Top Gear. While going straight to DVD usually means your movie is a box office dud, the rule simply doesn’t apply for the rising stars of YouTube. After topping the sales charts as a DVD and digital download on the web, the movie will make its way to the E4 TV network this month, and a sequel is already in the mix for this fall.

Clearly, you don’t have to be famous to tap into the massive marketing potential of YouTube. If you self-promote it, they will come. Just as blogs have become a more common marketing tool for businesses in the past several years, YouTube vloggers have begun to gain more traction among branding strategists. Now those strategists are turning to YouTube with their own channels for branding a company.  

According to a 2015 Social Media Examiner study of more than 3,700 marketers, 55 percent of business-to-business marketers and business-to-consumer marketers are incorporating YouTube into their brand-building strategies today. The number of YouTube converts continues to grow, and it should for quite some time.

Consider that we live in an age where video has overtaken written communication as a more popular, fast-growing communication medium online, especially among young audiences. Part of what’s driving so many to seize upon YouTube as a marketing tool is the simplicity and accessibility of YouTube. Anyone can shoot a video and post it to their channel, and it doesn’t have to be long or particularly well made to draw thousands or even millions of views.  

Rising new media companies, like Vice, owe much of their recent success to YouTube. After drawing millions upon millions of views on their short clips and alternative documentaries posted on YouTube, Vice had picked up enough of a following to launch its own daily news show on HBO. Now Vice is expanding in Europe with 30 shows in production and another 100 in development, said Eddy Moretti, the company’s chief creative officer.

“Our model has been we launch a channel online, we create the brand, we create a lot of video for that brand, and find talent … And we’ve been moving that talent, that IP [intellectual property], those videos, to other platforms,” Moretti said.

The success of these new media ventures aside, any successful branding strategy in today’s fast changing world needs to be designed to draw in millennials online, and few places in the digital arena offer a better venue for that than YouTube. That concept should always be top-of-mind for any branding strategist today. Whether you work for a meteoric video producer like Vice or a much smaller local business, YouTube may just be your best friend in marketing for many, many years to come. 

Justin Runquist is CFM’s communications counsel. He is a former reporter for The Oregonian, The Columbian and The Spokesman-Review. Away from the office, he’s a baseball fanatic with foolhardy hopes that the Mariners will go to the World Series someday. You can reach Justin at justinr@cfmpdx.com and you can follow him on Twitter at @_JustinRunquist

Missing a Newsjacking Layup

When Villanova's men's basketball squad made it to the Final Four, the university seized upon the chance to show off its academic prowess on LinkedIn. But the execution fell flat, as Villanova failed to capitalize on an easy newsjacking opportunity.

When Villanova's men's basketball squad made it to the Final Four, the university seized upon the chance to show off its academic prowess on LinkedIn. But the execution fell flat, as Villanova failed to capitalize on an easy newsjacking opportunity.

 

Villanova University turned a sure newsjacking score into a flubbed layup.

After Villanova's basketball team made it to the Final Four, the university turned to LinkedIn to tout its players’ 100 percent graduation rate. Smart. However, the link attached to its intriguing newsjacking post took viewers to a stale college catalogue explanation of Villanova and its virtues. Informative, but hardly a match for the newsjacking tease.

Newsjacking is the slick pass to capitalize on news events to grab attention. But that's only half of the play. You can’t just dribble the ball, you need to take the shot and score points with the audience you attracted. 

Obviously overlooked were short video vignettes from the Villanova players about their academic experience. Other options might have been a snappy video tour of the campus, showing off what makes Villanova different and its academic atmosphere, or testimonials from successful Villanova alumni.

Almost anything would have been better than a page ripped from the college admission handbook, which came across like a two-handed set shot.

They clearly missed a clear-court layup, but after Villanova’s scorching, historic victory over Oklahoma in the semifinals, it has another chance in the championship game. They have great footage from the basketball court. They need to team it with some compelling off-court footage, which shouldn’t be too hard. After all, it’s just a layup.

 

Ten Essential Skills for Digital Marketing

The rise of digital media reinforces marketing skills such as clear writing and visual communications and requires new skills ranging from using digital analytics to working productively in virtual teams.

The rise of digital media reinforces marketing skills such as clear writing and visual communications and requires new skills ranging from using digital analytics to working productively in virtual teams.

As we plunge deeper into the digital age, some old skills take on greater value and new skills are required to remain top of mind, convey brand value and get work out the door.

Arik Hanson, in his blog Communications Conversations, offers what he calls 10 essential skills for the future of public relations. The skills could just as easily apply to the future of successful communications for brands, nonprofits and public agencies.

Video and audio production and advertising copywriting skills top Hanson’s list. He might have added animation skills. The tools to produce compelling video and audio content have become vastly more accessible to everyday users, who face growing demands to generate visual content. Advertising is expanding to social media, which demands knowledge of how to write snappy copy, even if you aren’t an “advertising creative.”

Another emerging skill set, Hanson says, is the ability to create social media content and manage social content systems. Some still cling to the view that social media is all about dog pictures and people describing what they ate for dinner, original content that is useful, relevant and entertaining has become a staple of marketing programs, especially for nonprofits and public agencies. Curating and stockpiling content, as well as making it searchable, has become a fundamental marketing ground-game skill.

Writing clearly for external and internal audiences isn’t a new skill, but Hanson insists its role is growing. With information overload and a casual attitude about writing, those who can communicate clearly in words will be highly regarded – and perhaps in short supply. Writing for internal audiences involves “understanding what motivates employees,” Hanson says, “as well as having solid writing skills.”

Visual communications dominate on digital media, which means organizations and their PR counselors must “develop a visual style” for their online presence. It’s not enough to be online. You need to stand out online.

Another reality of digital media is the power of influencers. Hanson says collaborating with influencers is a whole new ballgame. "Four to six years ago, everyone was talking about blogger outreach, and with good reason: Blogs were the dominant cog in the social media machinery. Fast-forward to 2016, and there are now platforms such as Instagram and Snapchat – with people on those networks who command significant attention.”

Satisfying clients remains a priority, but Hanson says it now requires a “deep understanding of traditional, digital and business analytics.” It also requires, he adds, an “understanding of how to produce reports that make sense to clients.” “Provide relevant context, provide ideas as outcomes of the data and always cull the data and present them in terms the client can understand.”

The final skill Hanson points to is the ability to work in virtual teams. “I see virtual work environments as a huge trend over the next five to seven years,” he says. That involves understanding virtual team workflows and investing in tools that work in virtual team environments.

Hanson, who is the principal for a Minneapolis-based marketing firm, wrote a similar list of 10 essential skills in 2012. The list changed significantly in just four years. It is highly likely to keep changing rapidly into the future, which means organizations need to adopt an attitude of continuous improvement and a willingness to learn and embrace new ideas.

Avoid Snap Judgments about Snapchat

Snapchat is no joke with more than 100 million user visits and 7 billion video views per day and a user base heavily weighted with Millennials.

Snapchat is no joke with more than 100 million user visits and 7 billion video views per day and a user base heavily weighted with Millennials.

If you want to direct a message to young adults, consider delivering it on either Instagram or Snapchat. Yes, that Snapchat. 

For many people, Snapchat, which launched in 2011 and was originally called Picaboo, is a quirky social media platform where you post something, then it goes poof. Well, that impression is so yesterday. Almost literally.

In the last two years, Snapchat has added new functionality that allows users to tell more complex stories that hang around longer, send direct messages and conduct video chats. Snapchat’s popularity has exploded, with 100 million user visits per day, a user base nearly the size of Twitter’s and 7 billion daily video views. That is close to Facebook’s 8 billion daily video views, but Facebook has an audience 15 times larger than Snapchat.

If you want to reach young people in the 18-24 age group, Snapchat is a good choice. It has more than three times the following in that cohort than Facebook or Twitter and more than twice Instagram.

If you want to reach young people in the 18-24 age group, Snapchat is a good choice. It has more than three times the following in that cohort than Facebook or Twitter and more than twice Instagram.

Snapchat appeals to young adults because it is relatively frictionless. Tap and shoot. Hold the button down for video. Snapchat is more personal than Instagram. You can share with a chosen group, not broadcast to the world. For the impulsive, Snapchat offers nearly guilt-free, real-time sharing, with the knowledge that the post will soon disappear. (After a run-in with the Federal Trade Commission, Snapchat settled and admitted that posts aren’t absolutely deleted and in some cases can be retrieved with the right forensic tools. For intentional users, this is a meh moment.)

Writing for socialmediaexaminer.com, Suzanne Delzio says Snapchat’s audience is growing and highly engaged – appetizing metrics for advertisers and anyone who needs to reach a young adult audience. For example, Snapchat could be a perfect crisis response vehicle to tell college students about an infectious disease outbreak and the steps to combat it. Snapchat might be the right vehicle for a continuing campaign to reduce the incidence of sexual abuse on dates.

Delzio says Snapchat endured early criticism for its vertical-only video format. However, data indicates mobile device users strongly prefer vertical versus horizontal video formats. Score this as a built-in advantage for Snapchat. The video completion rate, Delzio adds, on vertical formats is nine times higher, which is good news for marketers who often place their calls to action near the end of a video. Think of how this might work with a video about a car or car insurance aimed squarely at young adult consumers.

Instagram has staked out a strong position with Millennials, but Snapchat is catching up. Delzio reports that a study of Millennial smartphone users shows they spend 5.9 hours per month on Snapchat versus 7 hours on Instagram. Millennials spend almost 26 hours per month in Facebook, but it is a different experience. The key takeaway, Delzio writes, is that 76 percent of Millennials are already plugged into Snapchat.

The network that started in a Stanford classroom may be ready to dress up and go out on the town. Delzio says advertising rates have been lowered on Snapchat to sweeten its appeal for a broader group of advertisers.

In the world of social media, yesterday’s news is ancient history. Snapchat may have been a punch line, but it has quickly grown into a significant network for a key demographic group. Reconsider any snap judgments you may have made about Snapchat and consider how you can put it to work. 

Twitter is in Trouble

Twitter isn’t growing its user base, is losing money and has seen its stock price stumble, but the social network is still a direct, powerful, real-time way to share the news.

Twitter isn’t growing its user base, is losing money and has seen its stock price stumble, but the social network is still a direct, powerful, real-time way to share the news.

Is Twitter a digital 140-character dead letter? Maybe not yet, but it faces a major challenge from Instagram, Snapchat and a new digital platform called Peach for the right to be called the news bureau of social media.

Writing for The New Yorker, Joshua Topolsky says Twitter, which once seemed unassailable, now seems confused and vulnerable. Twitter's original appeal as a forum for “raw, streamlined” citizen journalism has turned into a company without a compass.

"Changes to the product made it hard to follow conversations or narratives,” wrote Topolsky, co-founder of Vox Media. "A lack of rigor in verifying reliable sources made information suspect or confusing. More troubling was the growing wave of harassment and abuse that users of the service were dealing with – a quagmire epitomized by the roving flocks of hateful, misogynistic, and well-organized “Gamergate” communities that flooded people’s feeds with hate speech and threats. The company seemed to be wholly unprepared to handle mob violence, with few tools at its disposal to moderate or quell uprisings.”

Perhaps most troubling are reports that Twitter will lift its 140-character limit and allow tweets with as many as 10,000 characters. Topolsky mockingly called that change an attempt to compete for the “short- and long-winded alike.”

There is objective evidence Twitter has hit a digital wall. Its user base is stagnant. It is hemorrhaging money and has watched its stock value tumble by 50 percent. The company has also lost a bevy of top executives, some of whom have gone to work for Twitter competitors.

Worse yet, Topolsky says, Twitter could be on the verge of irrelevance. Millennials employ Instagram and Snapchat for quick, real-time news-sharing. Instagram, WhatsApp and WeChat now have as many individual users as Twitter, and Snapchat is gaining ground fast.

Many young social users also have abandoned Facebook, Topolsky notes, but Facebook has adapted and kept growing. He says Facebook has “come to dominate and define the concept of social conversation” by dealing aggressively with online campaigns of “noise and intrusion.” Requiring people to use their real names, according to Topolsky, "has certainly made Facebook a much safer space in which to engage.”

Topolsky, who counts himself as a committed Twitter user, hasn’t given up hope. "The core ideals that made the product great are not lost, yet, even if they’ve been obscured," he says. "The directness and power at the heart of Twitter – short bursts of information that can make you feel that you’re plugged into a hulking hive mind – are still its greatest asset.”

Twitter co-founder Jack Dorsey has returned to lead Twitter through its difficult patch, much like Steve Jobs was summoned to revive Apple. Meanwhile, Twitter users will keep their fingers crossed for the social media platform that is a perfect for newsjacking, crisis response and story-sharing. For busy people interested in what’s going on, it is an invaluable tool. The question is whether it will remain relevant.