Category Archives: Social Media

Social Media Trends & Issues on Modern Media Mix

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, “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, “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

Tweets Aren’t News: What Millennials (Actually) Want

At the National Association of Broadcasters conference last week, I attended a session called Social Media and the Business of Live Television. During the Q&A section of the talk, a woman asked a question about the baffling new trend in television news where newscasters read tweets from viewers on air. Whether it be reactions to the current story, comments on the news cast, or just whatever some idiot decides to tweet while using the approved hashtag, news programs just can’t stop giving people their 15 minutes of fame.

The woman who asked the question wanted to know exactly why newscasters do this. She didn’t see the value of it, and judging from the sounds of approval, neither did the audience. They found it vapid, uninteresting, and just plain dumb. The response from the panel was essentially, “Yeah. It’s pretty dumb. We’re still going to do it though.” This was supplemented with other buzzword-filled answers such as: “Tweets are news now.” and “This is what millennials respond to.”

millennialI’m going to ask you to stop right there. I heard the word “millennial” way too much at the NAB Show. The definition of a “millennial” is “a person born in the 1980s or 1990s.” I fit that definition. So, as a “millennial,” as all you “old media” professionals love to call me, I would like to say, please stop telling me what I want instead of listening to what I’m telling you. You wonder why my generation doesn’t watch news on TV, why the percentage of news we get from television and broadcasting is approximately 0%. Well wonder no more, for I have your answer. We want you to do your job.

Don’t read tweets on the air. Don’t talk about the traffic this post is getting on Facebook. And for the love of God, don’t talk about whatever stupid video is “taking over the Internet.” You don’t want to do it. We don’t want to see it. We want news. Plain and simple.

Most young people who actually seek out news prefer to read it on the Internet rather than watch it. They get it from NPR, Politico, Slate, or even BuzzFeed. Can you guess why? Because in written stories, you don’t get bogged down with all the “shiny objects” that TV news is constantly trying to throw at you. We don’t need to be pandered to.

BarronsMillenials    Time_Millennial

In all boils down to the simple fact that tweets aren’t news. Tweets are people reacting to news. People who, in all likelihood, do not have journalism degrees or broadcasting experience. Their tweets are not fact-checked, their biases are not accounted for. They are not the journalists. You are. Don’t outsource your responsibilities to the masses. When you start reporting on tweets you are no longer reporting news. News is not a reaction to itself.

Look, we want the same thing. Trust me. I’ve heard many a middle-aged person get all nostalgic about Walter Cronkite. I don’t know if it’s possible to be nostalgic about something that you weren’t around to experience, but I definitely feel something very similar to that. All I want is for someone to sit down and tell me the truth for 30 minutes. All I want is for journalists to do their jobs.

Olivia Guns

NAB 2015 Twitter Roundup

NAB 2015 is in the books! Here are the best quotes from the show!



If You’re Not An Agile Business, You’re Doing It Wrong

Agile. What started as way to more quickly develop software, has turned into the mantra of everyone from marketers, media professionals, to business startups. It is the way in which these industries are attempting to structure their strategies in order to keep up with a quickly and constantly changing market.

Agile Business In terms of marketers, when framing your marketing strategies in the agile format, have the benefits of quicker launch times and better adaptation to problems and campaigns that aren’t showing the returns you need. Media professionals are able to break large projects and initiatives into smaller, more manageable sizes and can adapt to a changing market. And business startups can improve their success rate and increase investments by showing those growths.

Andy Beal knows a thing or two about building a business. His resume includes having been one of the most respected online reputation consultants, and most recently launching trackur, a social media metrics tool. During his career as a business builder he has started three companies with enormous success. He is also a huge proponent of agile as a business planning and management tool, and he has used agile to reach many successes. He lays out 5 reasons why being an agile business is better than being perfect.

Agile BusinessIn a world of consumption, the product or service that provides the most value is the one that will win over other products or services. The more efficiently you can provide your customers with adequate solutions and motivations to use your product, the better you can provide value. In the end, the company that adapts the fastest to the ever-changing value streams of consumers, is the company that is going to win out over their competition.

According to the book Value Proposition Design, created by the folks at Strategyzer, the way to create value is to neutralize the pains associated with your product or the problem your product solves and to optimize gains that your product provides. Seems easy right? The problem is that values are always changing. What people value today, they might not value tomorrow. Take for example. In the early stages of the social media tech boom, myspace provided value to consumers by being able to customize their own webpages. Values changed to the point where people prefered to have an organized and clean layout rather than the messed up, html code, monstrosity that occurred when people customized their myspace pages.

MySpaceAnd just like that, myspace was out, and facebook and twitter were in. The key to being a stalwart company in media is providing evolving value to customers. Agile is helping businesses do this. The philosophy is in contrast to the old style of business planning and management that sought to create the perfect business plan. Using market research and months of planning to fit find a market space. Then doing more market research to plan the perfect product to meet the needs of your consumers. Agile seeks to accelerate the process. Planning a business with the “quick to fail, quick to adapt” mantra is what is guiding businesses today. John Lasseter famously quoted,

“We don’t actually finish our films, we release them.”

This is indicative of the agile, never finished, mindset that has been helping businesses build and maintain good patronage. Do you agree? What other frameworks are guiding business in a market of changing values? Is Agile just a fad? Or is it the way to success and the future?

Ethridge Netz