Blog #4: B2C Case Study

In the first course of this Social Media Certificate program, I wrote my last assignment on the Tide campaign for the 2018 Super Bowl. I’d like to continue this streak because it was absolutely a great example of Business to Consumer marketing (although I didn’t know that’s what it was called at the time).

Tide bought 5 commercial slots for the latest Super Bowl, after their disaster teenage-starter campaign #TidePodChallenge where young kids were ingesting Tide pods for likes, follows and retweets. Some cases were fatal. Tide stocks fell and to retaliate they came back stronger than ever with their Tide Campaign. First, they hired their lead who is one of the leading characters on the hit Netflix series ‘Stranger Things’. Immediately this is going to appeal to wider audience since the show itself is huge therefore the actor is recognized by many. However for each segment (they had a total of 5), they payed homage to previous ad campaigns. There was one for car insurance, men’s razors, classic car, etc. by advertising for one product, they were able to put it into literally every scenario possible. Their slogan was ‘every commercial is a Tide commercial’ which is brilliant because every commercial features clean clothes. And how do we get those clothes clean? Tide. Something that every household across North America can have.

Blog #3 -Target Audiences

I grew up a pretty serious athlete, and since retiring from my super competitive days; I have taken up workout out as a hobby. Although I miss running up and down the field with teammates, I have discovered (thanks to social media), and entire world of online workouts, trainers, and fitness apps.

Most of the online trainers I follow are female. As a woman myself, I relate and connect best with them and their goals, exercises and meal plans. Some of the super popular ones like Anna Victoria and Laura Jane, have created entire empire’s based on “workouts you can do wherever”. Their target audiences are fellow working women and they strive to show that you can always get a good sweat in wherever you are. They design their workouts in small, easy increments (usually no more than 20 minutes) and often use bodyweight alone. When something is broken down to such a simple formula, it takes the stress and pressure away. You don’t need an expensive gym membership or tons of equipment to reach your goals.

I appreciate this mindset, and have enjoyed logging onto their Instagram pages everyday to see what workout is laid out. They both also often to 30 Day Challenges which is another great way to hold one another accountable. The online fitness community has been so supportive and uplifting. I am so pleased to see, as a woman who is always struggling with appearances, to not feel intimidated or overwhelmed in that world.

COM0014 – What I Learned This Week

This week, while reading the lessons, I learned that the most important thing in storytelling is listening to your audience. Knowing what to write and when to write about it is key to hitting a large audience in the most impactful way. This way, you can target who exactly your audience is. Perhaps they’re not who you originally set out to write for, however that should not slide you away from embracing the audience that is there to stay, listen, and interact.

Another important thing I learned is finding your voice. It was reassuring to read how companies are embracing the humanization of companies. They enjoy when huge companies start to get cheeky on Twitter. It shows that there’s a human behind there, and not some automated robot. It’s a goal of mine to run the social media account for a large company in the future, but I would be disappointed if they only wanted me to slur out facts and numbers. Making the texts in posts fun encourages people to engage in conversation, and especially a for a platform like Twitter, people don’t always want to be bombarded with serious talk and numbers. Growing your industry is also all about sharing, and if you have something current, fun and relevant, the odds of people pressing ‘Share’ skyrockets.

 

COM0014- Blog #1: My Vacation to Tel Aviv

This past April I was in desperate need of a new experience. I knew I wanted to travel somewhere, but I also knew it needed to be somewhere I had never been before. I set out some feelers and emailed a couple friends. A former roommate of mine, Bianca, had married a man from Israel and moved to Tel Aviv a few years ago. Before speaking with her, I had never really considered Tel Aviv, or much of the Middle East, as a hot spot on my bucket list to travel. There were still so many other places I wanted to visit first, but I couldn’t pass up the opportunity when she suggested I come for a few weeks and stay with her. Within three weeks of talking, I booked my first trip over there, and needless to say it was the start of my next great adventure.

I landed in Tel Aviv the night before their 70th Independence Day. The city was covered in flags and the feeling of pride and nationalism was everywhere I turned. It was surprising to see such an old piece of land celebrate such a young anniversary.

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Bianca and her husband Dima lived in Old Jaffa, which is one of the oldest ports in the world. I enjoyed hearing of Israel’s history through the eyes of a local and not from some tourist group. He spoke passionately of the mandatory three years that every young Israeli man must serve in the military (for women, it’s a year and half), and proudly described in great detail each jet that flew over our heads at the Independence Day parade.

 

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What struck me most about Tel Aviv was its modernism. Despite the beautiful old architecture, I often forgot I was halfway across the world. The culture is so vibrant and young. Live music fills the streets, and restaurants have gorgeous colourful carpets seeping out of their front doors. The Mediterranean Sea breeze makes everyone seem energetic and youthful. Besides not knowing a word of Arabic or Hebrew, I didn’t feel as out of place as a Caucasian woman in the Middle East might. And the people of Tel Aviv are rightfully proud of the persona they’ve created. It has become one of the ultimate spots out East to visit. So much so that in a month I will begin a year contact at their international news station. The place is bursting at the seams with foreigners like me who visited, fell in love with it, and made it a passion and a goal to move back.

 

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Social Media: An Olympic Sport

Every two years I gear up for my favourite international sports tournament: the Olympics. It’s a chance to become completely invested in sports that I have a) never heard of, b) never cared for before and c) pretend like I am an expert in all things related.

As much as I love the Summer Olympics, the Winter ones can be more exciting for a Canadian to watch. Mostly because as a nation, we just perform better and it’s actually impressive that we place so high up in the standings for such a small country (we are one tenth the size of the US, and a little over a third the size of Germany). That being said: there are still plenty of sports that I, as a Canadian, have never, and will never attempt. One: ski jumping. Two: Skeleton. Three: Luge. Four: Ice Dancing.

The last one is tricky, because it’s a sport that I know the fundamentals of. I know how to skate, but will I ever be able to skate like they do? Absolutely not. The technique and skill is so beyond impressive, which is why I love to watch, and judge, and pretend like I know what I’m talking about. As if I too were some professional figure skater who after 25 years of skating, retired and settled down on the Olympic Committee as a professional judge.

The other cool thing about the Olympics these days is that you can follow your favourite athletes on social media. As if I could get more invested in something I know nothing about, now I can follow Tessa and Scott (our fabulous ice dancing champions) as if they were friends of my own.

But the social media platform isn’t always the best thing for our athletes. Being able to see their progress leading up to the Olympics is inspiring, and catching them doing every-day things like grocery shopping makes them ‘one of us’, but spectators often believe their opinions are better than those of professionals.

Look at Gabrielle Daleman for example. She is one of our figure skating gals, and upon being part of the team event, many took to social media to question her position as our solo female skater over other girls. She said these comments were harsh not only on her skating ability (we won gold in this event by the way), but also on her costume. People were quick to point out that her skirt was see through, and thought it inappropriate for an international stage. Ultimately this led to Daleman shutting off her social media until her competition was complete. This 20 year old had bigger goals than fending off online trolls: The OLYMPICS.

 

Facebook: The Olympic Sport of Juggling Social Media

Twitter: Athletes Learn to Juggle Social Media Accounts #PyeongChang2018

 

Sources:

http://bit.ly/2ESg8B1

https://tgam.ca/2CID7by

Social Media: A First Perspective of Surviving

Twenty eighteen was supposed to be a better year than 2017. And it started out on a good note at least. But good things never last, and this past week the United States experienced the first mass school shooting of the year. When I read and watched the news as it was happening, I had almost little reaction. A story about 17 people (mostly kids) being gunned down in a Florida high school with a legally bought automatic weapon should have brought out anger, rage, passion, etc. I was, of course, livid, but I wasn’t shocked because it happens often. Yes, I’m using the word often.

When the tragedy of Sandy Hook broke out in 2012, it stopped me in my tracks. I remember where I was, who I was with, and what the weather was like that day. I became emotional reading the stories of teachers locking the doors and telling a classroom of 5-year-olds that they were loved because in the event that they all were to die, she wanted that to be the last thing they heard.

And now here we are. Six years later, and I can easily count on both hands a list of mass shootings in the States. Each one fazes us a little less. How has this become the norm?

However, Wednesday’s shooting was aired a little differently. For starters, it happened in a high school: a place where every kid has a smart phone. This means that as the event took place, students were Snapchatting, texting their loved ones, writing goodbye messages on their Facebooks, amongst other farewells. It was a devastatingly way to give viewers their perspective.

The survivors of the shooting have been credited as the ‘new voice’ for gun control. Florida is a state that is quite lenient with carrying legal weapons, and I can imagine many of these students come from families where they were raised to believe this policy. But when thrown in a tragic scenario like on Wednesday, it forces one to view angles differently.

Social media (and the accessibility of it) was brought to the forefront during this terrible tragedy. It was used to show an ignorant audience what horror feels like. The sounds of the automatic weapons in the videos sound like firecrackers. The sobs of students hiding under their desks are haunting. The ‘I love you’ texts to parents are gut wrenching. A current student, David Hobbs, interviewed fellow classmates during the event to share first perspective. How does it feel to hide from a mass shooter?

If we’re going to be a society that obsesses over social media, then we need to use it to make a positive change. I believe the most recent mass shooting has taken a new voice with it. Word was spread quickly, and effectively, because of the generation that was targeted. And they will not rest until there is change.

 

Facebook: How the Power of Social Media Gave First Perspective and Opened a New Conversation

Twitter: Social Media Gives First Perspective #FloridaMassShooting

 

 

Sources: Huffington Post: After Florida Shooting, This Teen Becomes Voice for Gun Control

CNN: 4 Video Moments That Capture the Scene of Shooting

Telegraph.co.uk: Teacher Tell How They Hid With Children

Super Bowl Winner: Social Media

I cannot believe I am writing a blog post about Kylie Je

nner. Well, not Kylie herself, just the online influence she has and how it changed February 4th, 2018.

Let me start by saying I am not really a fan of the Kardashian/Jenner era. I have never watched their show, I don’t follow any of them on social media, and I certainly role my eyes when I see their ‘influence’ splashed around just about everywhere. However they are truly a family that has made their empire through social media. We cannot deny it. Whether you are a fan or not. And I believe it’s something worth looking in to.

The five sisters have a combined 431 million followers on Instagram. Let that sink in a minute. Sure, some of those numbers are the same person following multiple accounts, or the same person

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with multiple accounts following more than one, but regardless how you look at it: that number is huge. It’s so big in fact, that they can get paid up to half a million dollars per post. Do you need to sit down?

The girls have built up their image so they are major influencers in all things: make up, fitness, perfume, watches, accessories, clothes, shoes, cars, etc. You name it, the ladies of the Kardashian/Jenner household have targeted that market. And it goes for any age too. Considering the sisters range from 20-37 years, they have audiences of all ages tuning in.

And because of their vast social media following, they are saving major bucks on marketing as well when it comes to their own products. In lieu of Valentine’s Day, Kim Kardashian released a new line of fragrances. They were packaged with trending saying like “Ride or Die”, “BAE”, and “BFF”. Ugh. But who am I to judge? It’s her own line, and she modeled the fragrances herself on her instagram page. They sold out in four days. At $35/perfume. Kim’s paycheque? A cool $10 million. Not bad for a handful of Instagram posts and three sleeps, eh?

That brings us to Super Bowl Sunday. For those who don’t care and are not in the know, there has been a sneaking rumour that the youngest one, Kylie Jenner, was pregnant. Kylie is the second most popular on social media of the five sisters. Her Instagram has 103 million followers and over 5000 posts. Needless to say, this girl lives on her phone (not unlike many other 20 year olds). So it was odd when she suddenly disappeared in the fall. Only the occasional post here and there promoting her beauty line Kylie Cosmetics; which is on track to make one billion dollars by 2022 according to Forbes.com. Kylie Jenner chose to release the info that not only was she pregnant, but she had already given birth, and followed up by releasing a 12 minute short video documenting the past 9 months of her life for her fans. Still don’t think she runs the internet? She had more social engagements than Justin Timberlake (Super Bowl Halftime performer), the New England Patriots (one of the teams playing in the damnSuper Bowl), and just about every company with ads and commercials in between the game. And at $5 million per 30 second commercial, I’d say her ‘free’ Instagram post probably weighed heavy to everything (and everyone) else.

There you have it. I understand people are sick and tired of talking about this family, but numbers don’t lie. They have taken over the online social media market. And who can we blame for creating such an empire? Us.

Facebook: So Who Really Won the Super Bowl? Two words: Social Media. [link]

Twitter: How Social Media Won the Super Bowl  [link]

References: Fast Company, Feb. 5th, 2018 article: The Eagles, T-Mobile, and Kylie Jenner’s Baby Won the SuperBowl

Glamour.com, Feb. 6th 2018 article: Kim Kardashian’s Kimoji Perfumes Made $10 Million in Four Days

 

Lady Bird: A Refreshing take on Mother/Daughter Relationships

This week was a first for me: I went to the movies by myself. I’d never done that before, and always thought the event would seem totally lonely. And to my delighted surprise, it was not. I caught a Tuesday matinee of the new-ish film ‘Lady Bird’. A few days before, Greta Gerwig, the writer and director of the flick, became only the 5th woman in history to be nominated for Best Director at the Academy Awards. I’ve seen so many ‘coming of age’ movies about young girls and their mothers. And they were all directed by men. I was eager to see something that was about girls, for girls and written by a: girl.

Ms. Gerwig has gone on the record saying this film is pretty autobiographical. And it feels that way. It has such a strong protagonists voice, and we’re loving our Lady Bird character right away. She’s sassy, sour, has the classic attitude of a 17-year-old in beginning of her senior year of high school. We’re transferred to California the early 2000’s, and it’s quite the nostalgia! Discmans were still a thing. Cellphones didn’t have cameras built into them, and there was only one game to play when you were bored and waiting at the bus stop: Snake. Anyone remember that? We were addicted to such simple things back then.

The true storyline here is the mother/daughter relationship. Soarse Ronan plays the lead role of ‘Lady Bird’, and it’s no surprise that she’s absolutely dynamite in it. Any scene with her and her mother Marion (played by Laurie Metcalf) are so vulnerable and true they hit you right in the feels. The words they use are biting and hurtful. Each word is used meticulously and said so deliberately it leaves you aching for both of them. You can feel the headache Lady Bird brings to her mother: wanting to go to university on the otherLady_Bird_poster side of the country when there really is no budget to do so. And then you’re in the shoes of Lady Bird and remember being seventeen and not understand why. What if you worked harder? Got a part time job? Improved your grades? Why is the answer always No. Wenot discussing this further.

There is this one great scene where Lady Bird asks why her mother doesn’t like her. Her mother is quick to reply ‘Of course I love you’. And Lady Bird steps out of the change room to stand face to face and iterates that she knows she is loved, but ‘Why don’t you like me?’ It’s heartbreaking to watch. She can read it all over her mother’s face that she is a disappointment to her. That she is not the girl who mother thought she had raised her to be. And it’s these adolescent pressures that I know most of us can relate to. Did we live up to our potential? Should I have studied harder in Grade 11 calculus? Would my life be better if I had taken that one extra credit course?  

If you have the chance, go see this movie. Last decade we had Juno, with the fantastically memorable Ellen Page. Now we have something that is even more authentic, because it is written and directed from the source itself. It’s an exciting film to come out of this women’s movement that has taken over Hollywood. I look forward to other strong female-voiced works that come out in the future!