In chapters 10-12 we are starting to get to the nitty-gritty of planning. Actual ways to think about the customer, and develop programming specifically for different audiences. Here are your questions!
1. Chapter 10 focuses on marketing in real-time. How have you seen "real-time" marketing at work? Was it successful or unsuccessful?
2. What are your thoughts on the Baked Relief story? Are you inspired? Motivated? How could you take this idea and make it your own?
3. Chapter 11 discusses the buyer persona, and even uses a college as an example. If you had to create a buyer persona for Bradley University, what would it look like? (Pick one of the five audiences and describe.)
4. Setting aside politics for this one, what do you think of the section entitled "Obama for America"?
5. In Chapter 12, which of the thought leadership tools have you used in the past? What did you like/dislike about them?
1. Chapter 10 focuses on marketing in real-time. How have you seen "real-time" marketing at work? Was it successful or unsuccessful?
ReplyDeleteThe first real-time marketing example that comes to mind is Oreo’s social media post during the Super Bowl blackout. Their team was on the ball and created a memorable post that was liked, shared and referenced in numerous blogs and new articles. By being aware of what was happening and working in real-time, Oreo benefited from a lot of free press and attention.
2. What are your thoughts on the Baked Relief story? Are you inspired? Motivated? How could you take this idea and make it your own?
I really enjoyed reading about the Bake Relief story. This is just one example of how communicating through social media can make a BIG difference. I’m inspired by Danielle Crismani's generosity to not only bake cupcakes for volunteers, but to encourage others to do the same. I think this story can also connect back to earlier in this book when the author said it is important to create unique and engaging content. Because Baked Relief's message was genuine and was not a sales pitch and was only asking for help, the movement received much more involvement than Baked Relief could have imagined.
3. Chapter 11 discusses the buyer persona, and even uses a college as an example. If you had to create a buyer persona for Bradley University, what would it look like? (Pick one of the five audiences and describe.)
Student leader: a student who is has always been a leader and decision maker in his/her group of friends and often times plans things to do on the weekends or for special events such as homecoming. He/She is hoping to get involved at college, but doesn’t want to compete for the opportunity like they might have to a larger school. He/she is dedicated to grades but also focused on developing themselves socially. He/she is considering joining a greek organization, however would be just as motivated to be involved in other organizations on campus.
1. I actually saw an instance of real-time marketing today. Somehow (I don't know if it was intentional or not), Fall Out Boy's album leaked. Instead of pretending it didn't happen or point fingers of blame, Fall Out Boy linked their fans on various outlets (twitter, facebook, youtube, tumblr) to a site that had compiled all the leaked tracks into one place. They even later issued all the lyrics for the album as an extra bonus since it was all out there anyway. They consistently also supplied the links for pre-ordering the album each time they posted today. It also helps that bands that have close relationships with Fall Out Boy also shared the same links. It was a good way to handle the situation and to reach out to fans positively.
ReplyDelete2. Similarly to Maddie, I also really enjoyed the Baked Relief story. I think what's most interesting is how she was not expecting it to take off at all, just a small gesture and philanthropic endeavor. It's really amazing that the story and their efforts got all the way to the government and that the government got to directly interact with her. I think I'd feel mostly overwhelmed by the experience, but it's really awesome that with social media, she was able to make such a big impact on such a large number of people without really trying that hard.
1. I have seen real time marketing at work. When gay marriage was passed in the UK, Virgin Holidays was creative and created a tweet. The tweet stated, "#equalmarriage: Time for a honeymoon" I think it was successful because it was relative to a major trend and to Virgin Holidays' business. The company was also thinking quickly and creatively.
ReplyDelete2. I also enjoyed the Baked Relief story. It amazes me how far social media has come. All because it went viral many people were able to get involved and help out a great cause. I think it is excellent that social media can positively benefit.
5. The only thought leadership tool I have not used is a wiki. I am familiar with it through my public relations courses but I have not personally used one. I think a white paper is a great way for publicity and media coverage. It definitely helped out my senior project. For some reason I am not a huge e-books fan. It maybe because I do not have a Kindle or iPad, but I prefer to read from a book than electronically. Email newsletters are great. They save money and time. The audience is able to receive it so much sooner electronically. I have witnessed a few webinars from past internships and classes and I think it benefits the industry a lot. Although research and surveys are not fun after having several group projects and campaigns I have realized it is necessary. My favorite tool is the visual content such as photos, images, graphs, charts and infographs. I am a visual learner so anything that is appealing and grabs my attention I enjoy.
1. When I worked in a corporate setting doing marketing and social media everything was slow. I wasn't able to utilize the function of real-time, like most expect, on social platforms. Everything had to be double and triple checked, thought about what could happen from saying it and everything political. Now that I'm doing some social media work for a smaller business, I have the freedom to respond quickly. I'm able to answer questions or comments, partly because we don't need to watch our backs so much like corporations. I also feel that people don't want a long drawn out response, that isn't the purpose of social media.
ReplyDelete5. E-books are a little on the fence for me. I love the ease of access that it brings and are often more interesting that a hard copy. However, I also enjoy have the actual book in my hands. Often times, e-books don't have graphics and it can appear bland.
I can't stand email newsletters. I'm already selective about what I subscribe to, open and actually read. I usually consider newsletters as a type of blog format. Sometimes newsletters end up just being another marketing piece. Newsletters are tricky in the sense that you want to make it beneficial to the reader without flat out promoting yourself.
I think webinars are great! The fact that I can turn it on and off whenever is perfect for my schedule. I get a lot more information and feel like I'm more receptive to webinars.
I'm not really a fan of wikis. This is primarily due to the fact that anyone can write on it. When I'm searching for something I just want a straight answer. If I'm looking for other respondents about something I will just somewhere for a review.
Although research and survey reports can be lengthy, I feel these are some of the most credible resources. If I have the time, I enjoy the read and usually find them really interesting.
One of the best ways I learn is from seeing. For me, pictures and graphics are great! It makes it easy to find, understand and navigate what it is I'm looking for.
1. Chapter 10 focuses on marketing in real-time. How have you seen "real-time" marketing at work? Was it successful or unsuccessful?
ReplyDeleteI've been following news outlets like MSNBC, CNN, and the White House on Twitter for a long time and these outlets do a great job of real-time updating during elections and debates. They may not be pushing a product (per say..), but getting the updates and news as the same time it is broadcasted on television makes it easier to keep up with the big news going on in the country. I like the idea of real-time marketing, but I really like how news outlets educate us as the same time.
4. Setting aside politics for this one, what do you think of the section entitled "Obama for America"?
I really like the section "Obama for America". I was not of voting age when he was elected the first time, but I feel like I was still targeted during this time. For the first time, I felt like someone wanted to educate young Americans and support them during the election. Older, WASPY candidates have (generally) never demonstrated a real understanding of what young voters need. I think Obama's campaign made it clear that he understood the younger demographic.
I also really like how the author highlighted the positivity of Obama's campaign. Even when I was young, I feel like I worried about who would be president. That something bad would happen if the right person didn't get elected. There were so many negative things to talk about, but casting a light of hope was a great marketing angle to take.
5. In Chapter 12, which of the thought leadership tools have you used in the past? What did you like/dislike about them?
I think that webinars are great if you KNOW that your target is interested. There's nothing worse than not being interested AND having a boring speaker. I feel like these can potentially be great, the implementation is just very important.
I love research and surveys. I'm a big COM theory nerd, so whenever anyone needs a survey done, I like to do it. However, I feel like some businesses feel like we should WANT to take their survey. Which is not true, especially when the survey take 15+ minutes. For example, Bradley asks us to take surveys and provide feedback on how to make improvements, but when the whole survey is free response questions that take almost an hour, people become disinterested. And then the administration thinks we do not care enough to respond. Surveys can get really messy in this way.
4. There is no doubt that part of the reason why Obama was elected in 2008 was due to the presence he had in the social media world. The book said that half of the voting population used the Internet for political purposes. I noticed most of this on social media sites such as Facebook and Twitter. I think that when the President started to use these sites, he and his team really understood that to get his message out there and to more people and younger people this is where he needed to be. He understood that the game of marketing/PR and connecting to people is changing and if he wasn’t going to change with it, he was going to stay senator.
ReplyDeleteThe benefits of his team using social media is that there are only so many words one can use which means messages stay clear and concise. Those who are on social media sites like their information short and sweet or we get bored and move on. Obama understood this and used it to his advantage. Using social media also allowed people to interact with him whether good or bad. Normally people can’t just ask a politician a question and if they can, people normally approve it. This was real time and real answers. Obama and his team knew how to bring campaigning into this century and I believe they did a really good job of it.
5. Leadership tools that I have used include: email newsletters, webinars, photos and images, etc. blogs and audio/video.
I like newsletters because there are short and just give a bit of information to people, which can then lead them to find out more if they want. They can be used for fun or for procedure, how something works, etc. and they can get pretty creative. The only thing I don’t like is that if you question isn’t answered then there is no one to ask and you have to do your own research.
Webinars are good because they save time, everyone doesn’t need to gather in the same place, yet everyone is able to communicate to each other and connect. I also like seeing a person speak instead of reading an article or listening to a voice.
Photos and images are also good for me. I hate just reading on and on, and pictures and images break the text up and give people something visual to process and the same goes for the audio and video additions in presentations. People can’t just sit and listen to a person forever, audio and visual help people stay involved in a presentation.
1. I have experienced real world marketing many times, but at work persay no. I work ata hotel, and social media is not very important to them. However, my senior project client was on SharkTank, and I got to update Facebook and twitter all throughout the show. Talking to not on the public, but the judges as well. Was awesome, and a great insight into real time marketing.
ReplyDelete5. I'd say that ebooks are a thing I enjoy much more than books. I am not an avid reader, but if I had the choose of a paperback vs book on a nook or my iPad, I'd choose the technology. Just my thing.
Internet newsletters bother me to no end. I get them all the time from businesses on my Bradley email, and I get annoyed. Sometimes I read, but other times they are a waste of space.
I'd also say that I love wikis. I know that they get a bad rep, but quite frankly they help a lot. Most people, I believe, aren't gonna waste time and edit wrong. Yes everyone can add, but usually it benefits the article or information they are adding. I constantly use them...my go to
DeleteChapter 10 focuses on marketing in real-time. How have you seen "real-time" marketing at work? Was it successful or unsuccessful?
ReplyDeleteI think real-time marketing is extremely effective and successful. In todays world, we all have smartphones, and those smartphones are always connected to social media. With push alerts from Facebook, Twitter, and other platforms, we always see posts and alerts right as they happen. Businesses know this, and can take advantage of this tactic, because they know users will always be near their phones and see these real-time alerts.
What are your thoughts on the Baked Relief story? Are you inspired? Motivated? How could you take this idea and make it your own?
It is amazing that it went viral and spread so quickly. Social Media is a powerful tool if used correctly, and this story shows that it can be used very effectively.
In Chapter 12, which of the thought leadership tools have you used in the past? What did you like/dislike about them?
I have used e-books, and really like them. I like having my books and reading wherever I go, in a portable form. Makes things easier for me, and I also like how the books can be searchable since they are digital. Webinars I watch a lot, because in my industry of media design, technology is always expanding. Lots of businesses are posting webinars on YouTube and I think it is extremely helpful and beneficial. Surveys, email newsletters, and wikis are all forms I have seen and used, but are forms of media that we all aren’t necessarily “thrilled” about. We all get email newsletters for example, sometimes we read them, sometimes we immediately click delete. It’s hit or miss.
2. What are your thoughts on the Baked Relief story? Are you inspired? Motivated? How could you take this idea and make it your own?
ReplyDeleteI really liked the Baked Relief story and found it inspiring. It's great to hear of people taking things into their own hands to try and make a difference, especially when their efforts are so successful. I think that anyone can achieve this amount of success as long as they reach the right people and build a following. Even after the Boston Marathon bombing yesterday, it was inspiring to hear of people running towards the explosion and doing everything they could to help others. Now, during the days following, I'm sure we'll begin to hear more stories of the helpers.
4. Setting aside politics for this one, what do you think of the section entitled "Obama for America"?
I think Barrack Obama did a great job of marketing himself in the 2008 election and reaching an untapped market using social media. This allowed him to target younger people who may have not voted before and made his platform more successful. Using social media was a way to make him and his message seem more personal. Personally, I think it was a great strategy and obviously he achieved his goal.
5. In Chapter 12, which of the thought leadership tools have you used in the past? What did you like/dislike about them?
The only thought leadership tool that I haven't used in the past is wikis. As a PR major, I have discussed white papers in class and written them for assignments but have not used them in the workforce yet. Since I got my Kindle a few years ago, I no longer buy bound books and instead only read e-books. I was a bit skeptical at first, as a lot of people were, but now I really enjoy using my e-reader. It's convenient to have my whole library in one spot and be able to take it wherever I go. Webinars are very helpful too. I used them a lot when I was on council for my sorority to speak with nationals as well as other Kappa Deltas around the country. It was so convenient to all be able to look at the same PowerPoint and ask questions of literally anyone in the nation. I think they're very effective.
1.I think it is cool how successful Baked Relief was in gaining support for people in need. I think the want to help people in crisis is human nature and social media is a great and fast way to gain support. My friend's nephew was diagnosed with leukemia and she put together a bake sale to help raise money for medical expenses. She used Facebook to help find people to bake and to let people know where and when the bake sale was. The bake sale raised over $2,000. I think social media allows people to support a cause that they would not otherwise be able to because of distance.
ReplyDelete4. I think Obama did a good job identifying who he wanted to target and understanding their needs and wants. He reached out to his target in the places they spent a lot of time (social media, late night tv). He also did a good job staying focused on his message.
5. The tool I have had the most experience with is blogs. A useful one that comes to mind is Behr's paint blog.