Category Archives: Social Media

Social Media Trends & Issues on Modern Media Mix

Going LIVE in 3..2..1: Facebook Rolls Out Live Video

If I asked you what the top number one social media platform, what would you think it is? According to multiple websites, Facebook is the most used social media website. It’s no wonder to see why. Facebook allows for many uses; whether it be creeping on your crush in your chemistry class, or seeing how Barb from high school is doing in life, Facebook allows for you to do it all. Even go live.

Facebook LiveOn April 6, 2016 Facebook Live was dropped into the Facebook social media platform. According to Facebook’s creator Mark Zuckerberg “Live is like having a TV camera in your pocket. Anyone with a phone now has the power to broadcast to anyone in the world. When you interact live, you feel connected in a more personal way. This is a big shift in how we communicate, and it’s going to create new opportunities for people to come together.” Mark went on to go live that night to answer questions.

While the in-app feature went ‘live’ on April 6, 2016, the ad campaign to promote it did not start until around October. The ads which were featured on TV were put out in two phases. The first phase to be an awareness to the in-app feature. (These included cute non-scripted short videos used with the app.)

The second being an instructional purpose. (These were also made with the app however many started with the phrase ‘How to go live when…’ and then in app videos would be featured)

While the feature has been met with some criticism because of people’s uses with it, it has had a very good use with businesses. One good example of this is Land Rover.

Throughout April of 2016 Land Rover would do live test of their vehicles on every Friday.  Each test would feature on and off road situation. They would then end these with a Q and A session for anyone viewing the video.  According to Land Rover’s head of global digital marketing Peter Biven, “We needed to make our products more accessible to online viewers and increase interaction with fans and potential customers. It felt like now was the right time for detailed product demos.”

So, with all the hype of Facebook Live what do you think of it? Do you believe it is a positive feature of the app or a negative feature? Leave a comment below! 🙂

Taylor Peterson

Social Media Live

Your 6:00pm local news is no longer your only source of live content. Over the past two years, we’ve seen network news companies go live on Facebook, the NFL stream live its first game on Twitter, and people from around the world, famous or your average cat lover, stream live on Periscope.

social media facebook live“Going Live” on social media is the new sexy thing. People will stream anything and everything to grow their social media audience, to inform the general public, and to simply say “hello”. We’ll look at who’s using Facebook, Twitter, and Periscope, what Facebook has done to promote its Facebook Live and how Twitter is changing the streaming game, and how it could be utilized in the future.

social media twitter   social media periscope   social media facebook

To understand why going live on social media is popular, we need to know three things, who is on Facebook, Twitter, and Periscope, what the potential reach of people is, and which one is most effective. Facebook has the most users of the internet on the site.

As of August 2015, Facebook had 72% of the Internet users using its site. 77% of the women on the Internet use Facebook compared to men. 82% of people 18 to 29 years of age use Facebook. Twitter has 23% of the Internet users using its site. 25% of male Internet users use Twitter compared to 21% of women Internet users. Periscope has only 1% of Internet users and 71% of men post Periscope URL’s.

Clearly Facebook has the larger reach and even though Twitter owns Periscope, their reach doesn’t even come close to Facebook’s. We can see that with the percentage of Internet users that Facebook has, they clearly have deep enough pockets to pay high profile people and organizations to user their latest feature, Facebook Live.

After 2015, Facebook’s revenue increased 40% and they made $18 billion in advertising and they are on a steady pace to do well in 2016. They have the money to pay people to play with their new toys. Facebook was a little late to the social media live party. They launched Facebook Live on April 9th of 2016 and Pericope was launched back in 2015.

But how has Facebook Live brought this whole social media live to the forefront of social media culture? They paid a lot, and I mean a lot, of people and organizations to do so. Facebook made a deal with ABC to Facebook Live 74 hours of the RNC and DNC during the 2016 Presidential race which delivered 28 million views, but with no dollars attached.

social media rnc dnc liveIt’s tough to make money off of Facebook Live because it has no ad support or ways to advertise. But Facebook is all about getting its new things in front of people. Facebook has spent over $50 million with almost 140 different video creators to use Facebook Live. The graph below shows how much they’ve spent on who.

social media live contentI know it seems like Facebook is doing everything with the new live technology, but Twitter has signed a deal with an organization who owns a full day, the NFL. This year, Twitter signed a deal with the NFL to live stream 10 Thursday Night Football games during the 2016 season. Twitter had to pay a hefty sum of $10 million and could only sell some of their ad inventory exclusively but Twitter has attracted quite the audience, especially for the first game of the 2016 season.

On average, every minute of the game had about 243,000 people watching the Twitter stream. On the television side, 15.4 million people were watching on CBS and the NFL Network. Twitter’s first live stream of the game reach 2.1 million people who watched only a small portion of the game. Even though Twitter has only 23% of Internet users, 2.1 million people being reached due to a Thursday Night Football game made some people perk their ears which can really start changing the live streaming game.

What can live streaming on social media do for the future? If you think about it, it can really change the game of advertising and can be a way to promote concerts and events, businesses, or inform the general public easier. It’s cheap to stream live on social medias. If you have a phone and enough storage space to download Twitter, Facebook, or Periscope app, you too can stream live. You don’t need a television tower, big expensive equipment, a vehicle, or anything that it normally takes to do a live television broadcast.

Social media reaches so many people around the world you can reach anyone, anywhere, at any time by simply going live. But how is it going to affect the distribution of content? I don’t think it will change much. It’s a new way to distribute content but not a way to replace a current way of distributing content. We still have people who are making those fun live stream cat videos and that means one thing, it’s a social media tool more than broadcast tool, right now.

Where do you see social media livestreaming in the near and distant future going forward? Do you follow pages on Twitter, Facebook, and/or Periscope for live information consistently? What other ways can social media livestreams profit besides ads? Comment below!

Connor Kenney

NAB Show 2016 Recap

Ten students from the University of Northern Iowa had the opportunity to participate in the 3rd Annual Expedition to the NAB Show in Las Vegas this spring. They studied everything from post production editing and media distribution to the latest trends in virtual reality. Check out their videos on the UNI Digital Media Leadership YouTube channel and like our Facebook Page for more post-show updates!

NAB Show 2016 Overview

Here is an overview of the NAB Show 2016. This will give you look and the size and scope of the convention and a taste of the fun these students had.

 

Post Production Overview

Check out the latest in post production software and equipment. These students got a firsthand look at the latest products from companies like Black Magic, Adobe, and GoPro.

 

Virtual Reality

Virtual Reality was a hot topic this year at the NAB Show. Media producers are experimenting with new ways of storytelling and incorporating VR into new media work flows.

Media Distribution

The world of media distribution is constantly changing and the sources of revenue for content has shifted a lot in the last few years. See how come companies are staying ahead of the curve.

 

Special thanks to the IBA for making this trip possible! We’re looking forward to next year’s trip and planning to bring you more great content straight from the NAB Show floor.

NAB Show 2016 UNI Digital Media Leadership

Just Brand It: Nike Does It Best

It’s a Saturday Morning in your favorite college town. You wake up, put on your socks, shorts, and favorite team’s jersey. You turn the TV onto ESPN’s College Game Day before putting on your jacket and heading out to tailgate. More than likely, your day has been consumed with one major brand. Nike is everywhere in our lives, whether it be the socks you wear or the commercials you see on TV. Nike has become a part of everyday life, especially if you have anything to do with the sporting world.

NikeNike Incorporated is a clothing, footwear, sportswear, and equipment supplier Originally based in the United States. It is the world’s leading supplier of athletic shoes and apparel. It’s headquartered are located near Beaverton, Oregon and has 44,00 employers world wide. Originally it was founded as Blue Ribbon Sports by Bill Bowerman and Phil Knight on January 25, 1964.

Celebrity endorsements are huge in the sports clothing branding world. Nike uses stars like LeBron James and Tiger Woods for customers and children to look up to. Nike has Hundreds of millions of dollars poured into their celebrities to sport their brand within everything they do on and off the field or court. LeBron alone signed a lifetime $500 Million contract for the brand at the end of 2015.

Nike also uses inner laziness as the enemy, and challenges you to “Just Do It.” They brand themselves via platforms through social media, sports networks, and the sports teams themselves. When reaching the everyday person, Nike wants to make them feel like the best athlete they can be. And to be the best, they have to wear the best and get outside, and get fit.

NikeOne of Nike’s most recent advertising developments targets young adults. To promote the Nike SLAM brand, they presented “Nike Pictures” where they made a full short film following kids trying to figure out who their favorite NBA stars are by living with them. They showed 30 second commercials on television for two months, driving people to watch the entire film on the Nike Slam website.

Nike has come a long way since the 60’s. The Iconic Nike Swoosh can be found everywhere. By using information gathered through everyday experiences from their customers, Nike brands itself through heroism and finding an internal fear inside their customers. Though on the surface it seems like two opposite strategies of branding, it works enough to put them in the Forbes top brands in the country.

Austin Hansen

The New Social Healthy World

The fit world is merging with our world step by step. Nowadays, this trend of “Being fit or Staying healthy” has become really popular in our society especially through social media. The old band sport monitors are dead and have been replaced by the smartphones, smartwatches, smart bracelets and phone apps that are connected to these devices in order for them to keep track of our activity.

fitness tech

According to blog.econocom.com, “Mobile devices with fitness apps that monitor our physiological data which can then be shared on the social networks aren’t just fun gadgets but can also promote widespread adoption of connected health.” Which means that these new innovations allow our society to emerge into this trend more in depth and keep motivated in order to reach their personal goals.

However, the real question is what is in these media monitor trackers that makes them a new trend within social media? Well the answer is really simple, they are attracting a lot of consumers because their fashionable style allows people to wear them for any occasion. For example, you can wear it while exercising as well as important events or parties. Another appealing aspect of these devices is that they allow their owners to keep track and motivated by using their personal phone devices. You can be out with your friends and you can still keep track of your personal physical activities because they are connected to your smartphone.

The reason why it is possible can be credited to the creation of many apps that are connected or related to these trends. Experts have created these apps to develop a new digital
healthy world targeting individuals between 18 and 35 years old, which will keep a pattern of staying healthy or being fit.

And this also helps consumers save a lot of money from paying personal trainers, nutritionist, and many other expenses that will help your body to stay in shape because most of them are free. According to digitaltrends.com, “Why fork over your hard earned cash on some newfangled wearable exercise gizmo when you’ve already got a smartphone stowed in your pocket?” which is completely true. If you can get apps that focus on Activity tracker, Workout Guides, Nutrition & Sleep, Exercise Gamification Apps that will benefit you in the long run and keeps you motivated by sharing with your friends through social media. As the New Nike+Running App shows how this new social media world emerges.

According to Aditi Pai in his article for mobi health news, “Global sports and fitness app installations are expected to grow to 248 million in 2017 from 156 million in 2012,” which is a sixty percent rise. Studies have revealed that every person is getting motivated and really into this new society or trend and they are willing to buy fitness sensors that connect to their phones and their social media. So, they could keep motivating themselves and keep track daily of their physical activities and see if they are reaching their goals.

Fitness Tech

“So, the real question is are you ready for this new change into the social world?” Remember it’s not about being fit and having a perfect body, it is about being healthy for your own benefits.

Astrid Araya

Can You Help Me With This Title?

Ok, so I may not actually be looking for help with the title for this blog post.  But it got your attention didn’t it?  It may have even gotten you to read this far into the post. This is the sort of tactic that Doritos is said to be the best at.  The tactic?  Participatory marketing.

Participatory marketing is a strategy that is being used more and more these days.  Companies ask for input or help from their consumers in many different things from ad ideas, to new products.  It is easier to do now because communication between consumer and distributor is much easier than in the past.

It has turned into a hit because the younger generations love to feel like they are a part of something.  So if a company asks for people’s help, it makes it that much more likely that those people that participate will want to consume the product they are “helping” with.

Doritos Super BowlSo this is where Doritos comes in.  Doritos is known as one of the best companies in participatory marketing by several successful campaigns over the last ten years.  The mastermind behind these campaigns is President of Global Snacks Group and Pepsico Global Insights, Ann Mukherjee.  Ann has put an emphasis on user generated advertising since she joined Pepsico in 2005.  “76 percent of purchase decisions are influenced before consumers even start shopping,” said Mukherjee when talking about the importance of participatory marketing.

This just proves how important it is to get your name out there and get into good favor with consumers so your product is already on their mind as they go out.  This article does a great job of going into detail about the benefits of not only doing participatory marketing, but doing it right.

The first of the campaigns was “Crash the Super Bowl” that started in 2006.  I will talk a little bit more about this in detail in a second.  The second campaign was in 2007, the Doritos Flavor Experiment.  This campaign was asking the consumers to help them name new flavors of Doritos.  This may not seem that significant, but it did set a base for the other campaigns that they were doing and would do in the future.

Doritos FinalistThe next campaign that they did was in 2010, the Doritos Unlock Xbox competition.  This was where they asked the consumers to create a video game around Doritos.  The winning game ended up being “Doritos Crash Course”, which you could download for free on the Xbox store.  It ended up getting downloaded over 1.4 million times.  It was their second most successful participatory campaign that they have had.

Another thing that this did was really connected to Doritos’ gamer demographic.  A lot of times Doritos is synonymous with video games and gaming.  This kind of came about because for a long time Doritos has paired with different video games to promote the video game and Doritos, putting the game on the bag and putting game codes inside the bags for consumers to use.

The last major campaign I am going to talk about is the aforementioned “Crash The Super Bowl” campaign.  This has been by far the most successful campaign that Doritos has done.  Ever since 2006, Doritos has asked fans to make the Doritos ads for the Super Bowl.  They get a great showing every year for the competition, getting thousands of entries every year.  The winner of the competition always wins a great prize as well.

This year, the winner got $1,000,000 and got to help work on a D.C. Comics project with Warner Brothers.  Every year during the Super Bowl, the Doritos commercials are almost always in the debate for best commercial.  Their creativity is second to none and how could that be matched?  Doritos gets thousands of people’s ideas and gets to choose the best one.

The production quality of these commercials has gotten better and better throughout the year.  If you compare the 2006 winner in the first year, to this year’s finals winner, you can really tell the difference in overall quality.  This campaign has done a great job of making a name for the classic snack and really makes the advertisements that everybody wonders “what’s coming this year” in the Super Bowl ads.

Overall Doritos has done a great job in the field of participatory marketing and I expect to see more and more companies reaching out to their consumers to try and include them in some of the decisions they make about different products.

Elliott Eggleston

Connecting the Consumer

Consumers are more connected than ever in this day and age. Through social media brands are working on the most effective ways to connect with consumers. With multiple forms of social connection online (Facebook, Twitter, Instagram, YouTube, etc.) users are looking to explore new content as well as utilize the sheer convenience of these online connectors. With this new trend, brands are starting to understand the pure power that a connected campaign can have.

Social ButtonsWhat is the true power of connecting with users through social media? Users are now spending more time online than ever and most of this time on social media. According to Adweek, “The average user logs 1.72 hours per day on social platforms, which represents about 28% of all online activity.” As these numbers grow, brands are working on making engaging ad campaigns that users can actually interact with.

One of the most impactful ad campaigns was done by Always called #LikeAGirl. This is one of my favorite ad campaigns ever. Not only did it show during the Super Bowl and gain millions of views, but it also engages the viewers into actually thinking about social equality. I would argue that this is the most compelling social ad campaign out there today.

LikeAGirlPerhaps you saw someone taking the ALS Association’s Ice Bucket Challenge on Facebook? This viral video trend didn’t involve a single dollar spent on promotion. People would share a video of them dumping ice water on their head and donating to ALS while sharing and tagging their friends so that they would have to do the same thing. The video phenomenon generated over 70 million views and raised over $220 million. Not to mention that it spread across 159 countries! Not only did this campaign raise hundreds of millions for a good cause but it also increased awareness and was a very interactive campaign.

These two examples alone show that connecting with consumers can have a groundbreaking effect. Connecting with consumers can change how typical marketing is done in respect to trying to make perfect models of people, and online strategies can be innovative and informative.

If users can relate to an ad campaign, and if they feel that it is genuine, then they will be compelled to share it. So long as people keep sharing, others will listen and share it too. Do you think these are these examples are flukes, or is online marketing truly groundbreaking? Is it just another way for marketers to manipulate us into getting what they want?

Taylor Bluemel

Women In Media: An Interview with Sandra Payne

One of the most inspiring sessions at the National Association of Broadcasters Show was the Women in New Media Session. I originally expected the session to talk about the struggles women were facing in the media industry and offer some cliches about what we can do to overcome the sexism we face. However, this session was full of strong, empowered women who discussed their achievements. The panelists were skilled filmmakers, internet content creators, producers, hosts, and writers (who were accomplished in more than just one area). They discussed how they got their projects off the ground, how they marketed for their projects, and why they chose their career path. The main focus of the session, and how the professionals were able to pursue their passions, was networking to break into the media industry.

Jenn Page
Jenn Page

Jenn Page, one of the talented panelists, emphasized the problems women faced, “as women, we get in trouble because we are nurturers, we want people to like us, and we say ‘yes’ to too much shit.” As women who wish to break into the industry, she suggests asking for help. “Don’t be scared to ask because the worst that can happen is ‘no;’ ask for help and build a community [of women who will help]” Page expressed. So basically, stop being such a Regina George. Women will change the face of the media industry (and society in general) by bonding together and lifting each other up.

Sandra Payne
Sandra Payne

We had the honor of interviewing another panelist, Sandra Payne, an LA-based writer, director, producer, and owner of PurseDog.TV, who wholeheartedly agreed with networking with other women. “We need to continue on the path of making our own opportunities,” Payne said. “[Women bring] so much to media. We need a balance of how life is approached, and women provide the balance. If everything is male-centric, you lose a lot of wisdom and you lose a lot of what the world needs: our compassion, our ability to be inclusive… which is an important thing in media.” Payne is the prime example of a strong woman in media that the session discussed; in an interview she gave us, she touched on her struggles to pursue her passion, not the gender-based complications she had faced. Payne did not think of herself as a female writer, director, producer and owner; she holds all of these accolades without any reference to her gender (as if gender impacts the ability to hold a career in any field… LOL). I think this attitude is incredibly important for the millenial generation of women to embrace. As future industry pros, we are not relegated to female prefixes. “Media is how a lot of us experience the world,” Payne accurately observed. As women, we need to get our stories out there. Our gender is not a handicap; being women in media provides an incredible opportunity to join together, rise up, and kick ass.

Lauren Peterman