Marketing To The Festival Season aka “Millennial Utopia”

Marketing To The Festival Season aka “Millennial Utopia”

There are hundreds of music festivals that take place year round in the U.S. alone, however the big, multi-day, even multi-weekend festivals SXSW, Ultra, Coachella, EDC, Governor’s Ball, Lollapalooza usually kick off in spring and hit HARD in the summer time. What’s happened with each of these festivals is that they have transformed way beyond music and become a playground for art, fashion, food, technology and social issues. The attendees are more than just concertgoers and see these events as can’t miss experiences they love being a part of.

Of these millions of attendees, half of them are millennials. What do you do when you have a plethora of excited millennials in one place with Internet access? You market to them.

1. Geo-fence Targeting

One of the most effective marketing strategies when it comes to these large-scale events is location targeting. Marketing techniques utilize mobile device location data, lat/long coordinates to pinpoint those in that geographical location at a specific time. Think of Snapchat Geofilters that can only be accessed while you are within the boundaries of set perimeter.

Geo-fencing, is creating a virtual perimeter that triggers specific ads and content including special discounts and offers to attendees and promoting products and events that the audience would mostly likely be interested in. Advertisers are also utilizing this technique to re-market weeks after the event is over.

2. Interactive Experiences

More and more brands offer interactive experiences at festivals and let the attendees do the marketing for them. Some huge brands will showcase cutting edge virtual reality or fun new technologies for attendees to tinker with, but it doesn’t have to be that high end or complex.

Displaying new products that haven’t hit the public yet can be enough to get the buzz going. Even simple things like digital photo booths with props, cool art installations or basic chill zones can generate brand awareness because millenials love sharing these instagrammable moments. Branded booths offering sun relief or a place to charge phones and connect to WiFi are considered a festival oasis. Attendees are coming to you and you can exchange their much-needed relief for a Re-post/Retweet, hashtag share or even a sticker on their festival outfit and call it a deal!

3. Influencer Parties

Depending on your industry, hosting an exclusive party off festival grounds during the day has become priceless for certain brands especially for fashion retailers. Inviting celebrities and ”lifestyle influencers” to attend and share their experience on social media can have a huge ROI, just ask Revolve.

You don’t need an A-list guest list, ask influencers in your specific industry and create relationships. Vloggers and social media micro-influencers are happy to share and engage their followers.

Leverage FOMO4. Leverage FOMO

The fear of missing out is real, especially if it’s experience that everyone is chasing. Even if millenials aren’t at the festival physically, they are there virtually. Utilize that festival theme and plan your content around it. Email blasts, blog posts, playlists, podcasts and shareable social media images can garner you valuable web traffic without even stepping foot inside. Millenials who can’t attend are live streaming, live tweeting and are still a part of the conversation so you should join in too.

5. Experiential Marketing

Want to test something totally out of the box, this is the crowd you want to experiment with. Brands like Soul Cycle offered spin classes to attendees so they can get their workout in before they let loose inside the festival. Asics offered  a pre-festival morning hike and what these lead to were highly shareable moments that really leveraged other aspects of the festival culture.

Millennials are excited to try new things and be a part of something unqiue and the festival environment is all about having fun after all.

5 Twitter Tactics We Can Learn From Trump

5 Twitter Tactics We Can Learn From Trump

President Trump has thrown “social media rules” out the window. No other president has been as active on Twitter, or any social media platform for that matter and has even called himself “the Ernest Hemmingway of 140 characters”.

From attacking celebrities to what some call threatening a world war here are 5 things Donald Trump has taught us not to do when it comes to our Twitter strategy.

1. Avoid Typos

Covfefe anyone? Whether you have millions of followers or not, taking a little extra time to check that your published content is correct is essential. Not only do you want to make sure there are no spelling errors, double check for basic grammatical mistakes and that your links are working. Quotes should be properly cited, articles should come from reputable sources and stats should be factual. These things only take a few moments and can make or break how audiences view your brand. The last thing you want from your followers are comments that say your link is broken or that you used the wrong form of “there”.

“Unpresidented” “No challenge is to great” “Hearby” “Our deepest apologizes” “honered to serve” are just some of the embarrassing typos from President Trump that Twitter has a field day with. These mistakes can make your company seem careless, unprofessional and put a dent in your credibility, some may even say incompetent.

2. Brand Consistency

Whichever industry you are in, it can sometimes be beneficial to join in on the cultural conversation and leverage certain trending topics, albeit they pertain to your business. For example, if you sell sporting goods, keeping up with trending hashtags during the Olympics makes sense and can be valuable to both you and your followers. However, when you are the President of The United States, it might be best not to take multiple jabs at Meryl Streep at the Oscars. If something seems off-topic for your brand and you’re reaching for it to make sense for you, leave it alone.

Twitter has been around for over 10 years, it may be a good idea to take some time and go back and scrub old tweets that are inconsistent with your company’s current philosophy. You don’t want any new tweets to be incongruous with older tweets. Many Twitter users are retweeting Trumps cringeworthy older tweets that simply didn’t age well. Users have been digging up tweets that are direct contradictions of his current policies. Now not everyone has archives of hypocritical tweets waiting to be uncovered, however cleansing your account for things that are simply off brand is constructive.

3. Too Much Self-Promotion

Some people have social media strategy down to a science. There is Gary Vee’s, “Jab, Jab, Jab, Right Hook” method, which is basically engage, engage, engage self promote. There is also the 5:3:2 method that’s about balancing your content and focusing on your audience, not yourself. If your entire Twitter presence is just self-promotion you’re not addingToo Much Self-Promotion anything of value for your followers. Constant self-promo will get you unfollowed or even blocked.

Trump is infamous for being self-congratulatory and constantly tooting his own horn, often referring to himself as a genius and tweeting exaggerated approval ratings. He does this so often that when he does tweet about others it seems disingenuous.

4. Listen and Express Empathy

No, you don’t have to jump on to every #prayfor_____ trending topic you see for the sake of retweets. However, you do want your company to be able to show that they care. In the case of a natural disaster or national tragedy sharing your opinion or “hot take” or placing blame on somebody is the wrong thing to do.

After a hurricane hit Puerto Rico, Trump condemned the San Juan Mayor on her poor leadership abilities. Perhaps tweeting words of reassurance for the Puerto Rican people or providing a link where people can donate would have been more productive. Capitalizing on a tragedy is also a big no-no and may brands have learned this the hard way.

Donald Trump Puerto Rico

Using your Twitter account to listen is severely overlooked. If a customer uses Twitter to complain, address them and offer to speak to them via DM or provide them a customer service number to get their issue resolved. Having an all out Twitter feud with a customer in front of other followers will hurt you in the end.

5. Being Creative Doesn’t Mean Being Controversial

Being consistent doesn’t mean you can’t be creative, and being creative doesn’t mean you have to be controversial. Trying something new in your social media strategy is a good thing. How will you know something works if you’re not constantly experimenting?

However, a lot of brands can land themselves in hot water when they try to be funny or they try to be risqué. Getting a second, third or 4th opinion on your tweet before you click send can save you from irreparable damage if that tweet goes awfully south. Going viral for a tone-deaf tweet can label your brand ignorant for years.Nike

Although it was once advised to keep politics hush, some brands are going full steam ahead. If your brand is against racism, sexism and homophobia and passionate about certain social issues then speaking out on a matter might be important to you. These days more consumers want to know what companies stand for or if you stand for anything at all.

Culture is changing and brands removing themselves from anything remotely controversial are actually alienating a lot of their audience. Some brands that have spoken out against the president have seen overwhelming support while other brands that have expressed their political stances have been hit with the dreaded b word- boycott.

5 Steps to Social Media Domination

5 Steps to Social Media Domination

When it comes to marketing on social media, some companies may not know where to begin and how to get more people involved with their sites. Having an effective social media strategy means understanding what works on certain platforms and what doesn’t.

Performing well on social media does not necessarily mean hitting it hard with a lot of aggressive marketing and posting. It means tailoring your content to reach a target audience and being consistent in your efforts to voice your brand and get people involved. Following up each campaign by studying analytics and constantly fine tuning your techniques can also make a big different in the impact you have on social media.

Here are 5 ways that you can boost your social media strategy:

  1. Focus on the Right Platforms

There are more options than ever for social media channels where marketing can work but you need to make sure that they make sense for your particular brand. Instead of setting up a profile on every social media site you can find, instead look at the demographics of who hangs out on certain channels and consider whether it would benefit you to be there. If you’re not sure you can start with the basics such as Facebook marketing and Twitter posts and then decide if you want to expand to options like Pinterest or Snapchat.

Remember that more social media profiles does not always equal better when it comes to market. Focusing your energy on just a few sites and getting high engagement rates is more useful in the long run than balancing several that aren’t performing as well.

  1. Find Your Audience

While more general social media marketing campaigns may seem like they have broad appeal, it is actually more effective to create custom campaigns that target specific groups. For each campaign you create you can think about your ideal customer based on their age, gender, occupation, interests and other traits to really narrow down the market.

Social media lends itself to this kind of focused marketing because people make this information readily available on their profiles. Tools like Facebook Ads allow you to create custom advertisements that will be shown to the type of audience you choose.

  1. Work on a Content Calendar

As important as what you post is also when and how often you post. Adding content too often can deter people from following you because they will be overwhelmed with too much information. Too little content could mean that people forget about your company and engage more with something else.

It can be helpful to schedule your posts so that you can keep track of the frequency of what you’re posting and don’t end up alienating followers in any way.

  1. Boosting Engagement

One of the crucial aspects of social media marketing is not just creating content but making sure that people interact and engage with it as much as possible. Try to take time to respond to followers and answer their questions or get them involved through tactics such as photo contests. The more you engage with them the more likely they are to remain interested in your brand.

  1. Use Analytics to Your Advantage

In order to understand what works and what doesn’t on your social media page you need to measure engagement and make use of the analytics the site offers. You should always track your social media ROI to determine if your campaigns were successful. Measuring results often allows you to constantly tailor your marketing efforts so that you know what strategies are working as you go.

What Valentine’s Day Card Fits Your Social Media Personality?

Whether you love or hate Valentine’s Day, there’s sure to be a card that’s just right for you and your significant other. Take a look at some picks below and let us know what you think. Feel free to share your cool/sweet/funny finds too!

vintage

You’re a sucker for retro and vintage design. What’s old is new again! There’s no shame in liking all things cute and simple. When it comes to social media, you’re well prepared for big events and have the perfect options planned out and ready to share.

groupon

Romance? Who needs it? You like to tell it how it is and love a good deal. What’s better than enjoying a date with someone you really care about? How about… if it’s 70% off? Check, please!

Vday1

Twitter is your best friend and you want everyone to know how in love you are. You don’t care about the PDA and mushy picture over shares. You want all your followers to know what’s really on your mind and in your heart. Note: you might want to tone it down a notch before make us nauseous.

flappy

You have a sense of humor and love playing video games. You’re also probably a person who fills their Facebook and Instagram feeds with your latest, high Flappy Bird score 😉 Remember, there is more to life than tapping a screen and don’t forget to enjoy it.

autocomplete

You’re a bit of a search geek but you love a clever Valentine’s Day card. Don’t get me wrong, there’s nothing wrong with the average drugstore greeting card, but you like to be different and unique.

rel-follow

Web or graphic design fanatic? You love a good Valentine’s Day message but it also has to look good and clean. After all, that’s the look you’re going for, even if it’s just posting pictures to your social media feeds.

ralph

Some Valentine’s Day cards are just timeless. Check out this classic from the Simpsons. Whether it’s a romantic love or love for a friend, you want to find the perfect card for someone who can appreciate it. You’re probably a fan of participating in #TBT (Throwback Thursday) and love sharing nostalgic memories.

bacon

Bah humbug. Let’s be honest, Valentine’s Day is one of the more commercialized holidays out there. If you really love and care about someone, why do you only have to show it 1 day of out the year? How about being a decent person the rest of the year? Sign.. not everyone understands you. But at least there will always be bacon.

walt

Pop culture references are your best friend. You love fitting them in however you can, especially if it has to do with marketing and/or Breaking Bad. Because, I mean, how can you not love Breaking Bad? Enjoy your “Blue Sky” themed Valentine’s Day candies!

Social Media Infographic Breakdown

This weekend, we review some helpful takeaways from a few social media infographics:

social-media-advertising-advantage

Advertising on Facebook

This infographic gives useful tips on how to grow your Facebook Likes. Some examples include cross promoting to make more connections, sharing original content, being active and hosting a contest. This specific portion of the infographic gives a great breakdown of exactly what type of advertising you can do to generate more Likes. Take a hint and don’t forget to split test to maximize your campaign’s effectiveness!

twitter-words

Twitter Words

The instant and quick nature of Twitter presses you to condense information into short, easy-to-consume Tweets. This means choosing your words wisely in order to make a “lasting” impression and to capture that click or RT. On Twitter, it comes to attention grabbing headlines that mentions words like these: free, top, follow, plrease, great, post, how to, help, check it out, new blog post. Although they sound mundane and not so special on their own, it’s about adding your own twist to these attention grabbing prompts.

positive-business-outcome

The State of Social Business

Although ROI on social media is often seen as an intangible asset, about 1 in 2 companies said that social media marketing has improved their business and 1 in 4 found that it has increased their revenue. For most businesses, social media is in it’s early stanges and many have a long way to go in order to build a stronger foundation. About a quarter (26%) of the companies reavled that they are using social media as a cross-enterprise level strategy.

push-pull-marketing

Push to Pull Marketing Strategy

Gone are the days where consumers are pushed around like sheep. In today’s world, pull marketing is all the rage. This means that outbound marketing (newspapers, magazines, radio, tv) is being used less. While inbound marketing (social media and search engines) is growing. The change in the marketing world isn’t going to be an easy one. And it’s still important to have a healthy mix of both. But the truth is that companies are unhappy with their current marketing, in terms of effectiveness, and looking for more ways to reap benefits that they can accurately measure.

Share Your Own Thoughts

Thoughts about any of these tips? And if you haven’t seen our social media infographic yet, check it out today!

Facebook Verifies (Some) Pages & Profiles

What is it?
After many recent interface updates, Twitter has been accused of stealing profile ideas from Facebook. Now, the tables have turned as Facebook has announced Verified Pages and Profiles with a large followings of Fans. Some examples of people with verified accounts would be: celebrities, journalists, government officials, popular brands and businesses. Read more here.

Establishing authenticity
This process seems to be subjective and left completely up to Facebook, as users can’t actually request for their Page or Profile to be officially Verified. How convenient! You can however, report falsely Verified accounts. Just like with verified Twitter accounts, you can distinguish Facebook’s Verified accounts by a small blue check mark. This check mark will appear on Pages/Profiles and also in Graph Search results next to the name of the Page/Profile.

Good for business?
As a business or notable figure in an industry, Verified accounts will help brands stand out from other Fans, haters or spammers trying to cash in on using their business name. For example, many celebrity fan Pages will often have similar pictures and layouts to the authentic Page in order to gain more clicks and views. The theory is that Verified accounts will help push more Fans and customers to the real Page instead of an unofficial Page.

What’s in store for the future
For now, Verified accounts seem to offer the most benefits to big brands and celebrities. After all, they’re the ones spending the most on Facebook and making the most off Fans. Stay tuned by Liking the Emarketed Facebook Page and joining in on the conversation.

Showing Twitter Love this Valentine’s Day

Happy Valentine’s Day. While you’re off being romantic today, don’t forget about showing some Twitter love! Here’s some inspiration for all you lovers out there:

Photo apps: Instagram is all the rage, but it’s not exactly Twitter-friendly… seeing that they’re owned by Facebook! Take a look at some alternatives including: Snapseed and Hipster.

Get visual: Looking to add some spice to your header image? Take a look at this gallery of creative photos to get some inspiration for your own profile.

Mind your manners: It’s not polite to spam your followers, constantly ask for new followers or ignore others who communicate with you. Apply the “Golden Rule and Do unto others as you would have them do unto you!

Take it off Twitter: Have you ever thought of embedded Tweets? This is a great way to continue the conversation, cultivate relationships and build credibility. The best part is that you’re directing followers to your website and developing relevant content.

See the bigger picture: Twitter isn’t just for fun and you should think of it as another element in your overall marketing plan. This also means not just relying on Twitter (or social media for that matter) to grow your business but to use it for its strengths.

Would You Pay With a Tweet?

Would you post a Tweet in exchange for a whitepaper, ebook, song or any other digital good? That’s the exact idea behind Pay With a Tweet. With this “social payment” system, consumers “purchase” by tweeting about a certain “product”. By doing so, they create more buzz surround their purchase amongst their personal social network. If others are interested, they will do the same and further spread the promotion of your business. It’s a win/win situation for both parties!

So, does this really work and why would people click links anyway? A recent article by Dan Zarrella shows that accounts that tweet a lot of links are correlated with a high number of followers. And more links = more chances of clicks, which will help bring you more traffic. It’s no wonder that viral marketing comes to mind with this type of promotion. People will go click-happy over free things, especially if what you’re selling is good.

How exactly? The band, The Teenagers, have used this to start their own viral promotion of a new single by asking fans to pay with a tweet. Who doesn’t like free music?! But this service is also works outside the entertainment industry. Besides selling content, you can also get creative, as the site suggests: trial runs of your service, a sneak peak of an ad, or even samples your portfolio.

Pay With a Tweet also works with Facebook so you can pay with a Facebook update. What do you think and have you tried this free service yet?

Twitter’s New Photo Search

Picture this: you’re out with your friends or at an event – how often do you pull out your phone to take a picture and share it with your social network(s)? If you’re like a majority of mobile users, the chances are that you do this a lot!

Twitter recently unveiled a new search feature that emphasizes tagged photos. Although Twitter’s search result algorithm is less complex than Google’s, this puts them one step closer to pulling more relevant search results and showcasing the most popular ones. In the world of social photo sharing, this will bring users closer than ever to each other, as well as their favorite brands.

As Twitter puts it: if a picture is worth a thousand words, a hashtag can be worth a thousand pictures! What does this mean for your business? First off, I think it’s another great opportunity to share and be creative. Instead of just replying to hashtags with more hashtags or words, you can now incorporate a visual element and who doesn’t appreciate that? This opens a new element when it comes to learning about your customers, your industry, and your own promotions (hello, photo contests). This new feature can help your business be more sociable. Because whether you like it or not, social media can’t be treated like any other form of internet advertising. It all boils down to the social aspect of a community.

Check out the video for a detailed look at Twitter’s new search feature.

The Many Faces of Social Media

When you think about the purpose of social media, what first comes to your mind? Nowadays, I don’t think there’s one “right” answer because social media is useful in so many ways. Let’s take a look at the different faces of social media:

The microblogger – When Twitter first came out, it was all about microblogging this and microblogging that. Today, Facebook, Tumblr, and LinkedIn are amongst the many that have their very own microblogging service. If you don’t have enough time devoted to blogging, this is an excellent alternative.

The customer service representative – Another great thing about social media is that you can keep tabs on what customers are saying about your brand and respond quickly. Did you know that customers can skip the waiting (and awful hold music) by tweeting their problems? Time Warner Cable, for example, has a team of staff members solely for this purpose.

The salesperson – The immediacy and wide audience of social media sites give you the ability to promote your business 24/7. Sort of like a salesperson who never sleeps and isn’t as annoying. Well, maybe. Even though social media sites give you the opportunity to self promote, it doesn’t mean that you should overuse and abuse it.

The promotion team – Customers love to be appreciated as much as they like good deals. This is where your social media strategy can focus on promotions. From coupons to contests, this is the best way to drum up some good publicity and create customer interest in your brand.

The social butterfly – Sometimes, social media is just that – social. Have you ever wondered why trending topics on Twitter seem so random? It’s because it’s a result of some tedious, strategic marketing plan but rather, an organic outcome of what happens when people communicate together online. Savvy businesses are the ones who use this to their advantage and join in the most-talked about conversations.

In the end, social media doesn’t necessarily have to play all these roles for your business. There’s a lot of room for flexibility and growth so that you can find out which suits you best. Which one do you think is most important and why?