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23/5/2016
May's Marketing Brekky News 2016 Invite List: Vocus, Australia's Coral Coast, Reliance Group, Bankwest, Barrett Communications, City of Armadale, Tourism WA, City of Perth, City of South Perth, Department of Water, FPQ Australia, MS Society of WA, Muzz Buzz, Pindan, Price Waterhouse Coopers, SKG Radiology, Tim Davies and Western Power. *Flexible and open to all members, with some interesting topics thrown in where required… Digital Marketing Seminar: Why not come along and learn more about digital marketing! Titan Digital Seminar Angry Aldi Customers Are Hitting Back at the Chain’s Latest Social Media Mishap The supermarket chain’s Facebook page put up a post recently asking followers to comment with their “best animal joke”, to promote their farmyard planters on sale.  The post sparked an immediate backlash of sarcastic comments in response to the recent controversy over its continued sale of caged eggs. Melinda Young wrote, “What did the chicken say to Aldi? Please let me out of the cage, forever and for always.” Bec Wowk said, “Why didn’t the chicken cross the road? It couldn’t, it was stuck in a cage supplying eggs for Aldi”. ALDI has been the target of a critical social media campaign in recent weeks, with customers demanding the chain sell free range eggs instead of caged. Animals Australia is pushing for the retailer to join rivals including Woolworths in committing to or phasing out the sale of caged eggs altogether. In a recent video posted on the animal rights group’s Facebook page, Aldi customers were shown footage of the conditions caged eggs live under while their reactions were filmed. Talking Points What do you think of the post in question? What response would you have recommended if you were the marketing manager for Aldi? Are GIF’s the New Branded Language and the Future of Advertising?  Microsoft just this month released a Giphy plug-in for their Outlook software, and Adam Leibsohn, Chief Operating Officer at Giphy, is excited about it. GIFs have seen incredible growth over the past 12-18 months alone. With over 95 million users, GIFs have become a means of communication that lives at our very fingertips in nearly every form of digital conversation, including Facebook Messenger, Slack, Gmail… and even Outlook. In the early days, Giphy hacked a Twitter card to get GIFs inside the platform. The company needed to be where the conversation was happening. When thinking about a GIF strategy, Pacheco advises brands to focus on the brand first and the video content second. “You need to think about what brand strategy you’re pursuing in everything that you do,” she explained. “Think about those emotions, reactions, moments, colors, feelings—and then work back from that.” User-generated content (UGC) is another avenue for GIFs that brands often emphasize. At first, Pacheco noted, brands were concerned with seeing every piece of UGC—and making sure it disappeared if they did not approve. But Pacheco has seen a shift: brands are starting to do it right, in her view, giving people content that they can run with and make part of their own experience with the brand. In Leibsohn’s view, the acceleration and opportunity for Giphy is only just beginning. “What a GIF does is removes a barrier. With a GIF, you’re in my phone, you’re in my text message… It’s a much more personal relationship with the content and what’s in it.” Talking Points Do you have much experience with GIF’s? Do you think GIF’s potentially hold a lot of value as a tool for engagement for brands? Drones to Revolutionize Marketing?   As drone technology continues to improve in leaps and bounds, many industries are using them to create stunning visual content. Drones (also known as UAVs or Unmanned Aerial Vehicles) are surging in popularity and are increasingly being used in a wide range of industries. From the Real Estate industry to Wedding Photography, drones are entering mainstream content strategy and into diverse marketing initiatives. While there are a lot of UAVs on the market, models that offer 4K video and beautiful still photo capture technologies are helping marketers tell new types of stories. However, while drones may seem like an exciting new way to create content, marketers who are looking to break into aerial storytelling need to be aware of certain regulations. One of the main benefits of drones’ HD video transmission is allowing users to see video in detail. Unlike composite video, HD video is clearer, making it easier to get the shot you really want to capture. Drone aerial video and photography is a great alternative to renting a helicopter, which can run anywhere from several hundred to thousands of dollars per day. Imagine having to spend that kind of money only to get in the air on a cloudy day. With drones, if you or your company owns one, rescheduling a shoot by a couple of hours or even a few days isn’t a big deal and won’t burn a hole in your budget. As multisensory marketing becomes more prevalent in the coming years, we can expect to see drone footage being incorporated into more national and international campaigns as well as virtual reality and augmented reality experiences. Talking Points Have you ever used drones? Could you ever see yourself incorporating this technology in to your company’s marketing strategy? As Search Changes, Google Changes. Columnist Adam Dorfman notes that people are changing the way they search in response to new technologies and the proliferation of smartphones. What can advertisers and SEOs do to keep up?Everything we know about search is changing fundamentally. An explosion of devices and technologies continues to shape how and where we search. The notion of jumping onto our laptops and typing search terms on Google.com feels increasingly quaint — something the search giant is sensing and responding to. Advertisers need to, as well. For many years, the user interface for search remained unchanged. You visited a search engine like Google on your desktop, typed a request for information and got a list of reasonably useful answers in return. But, seemingly overnight, everything changed. Now, searching means utilizing a wide range of interfaces, including GPS devices, wearables, smart objects such as Amazon Echo and operating systems such as iOS and Android. Oh, and we’re not just lounging on our sofas at home when we search. We’re searching on the go. Because we want information on the fly, and because we rely on a number of interfaces to find what we want, our search behaviors are changing. Recently, a company known as MindMeld, which provides voice search technologies, surveyed US smartphone users and found that 60 percent had started using voice search within the past year. You can also see a rise in search queries that are clearly voice commands when you look at Google Trends for phrases such as “call mom,” which are highly unlikely to be typed into a search box. Talking Points Do you ever use voice searches? Do you see an increase in voice searches affecting the ways in which people search for information? Netflix’s Outdoor Ads Let Snapchat Swap Faces With Characters  Netflix's latest out-of-home campaign lets Snapchat users in France swap faces with its TV characters including House of Cards' Frank Underwood and the namesake of Unbreakable Kimmy Schmidt. Urban passersby can take selfies in front of a Netflix billboard. By using Snapchat's face-swapping feature, they can then create split-screen photos. Check out the tweet below to see an example of what the final product looks like:  alking Points Do you think this is an effective campaign? What do you think the purpose of this campaign was? Do you think this is a successful combination of online/offline activities? Social Media Users Angry as Telstra’s Free Data Day Backfires  TELSTRA customers managed to chew through the largest amount of data ever downloaded in a single day on the network, despite customer complaints claiming its free data day backfired and caused congestion across the network. The telco giant offered unlimited mobile data for one day from midnight on April 3 in an effort to make up for multiple services failures and boost consumer confidence following it second network outage this year. Customers downloaded 2,686 terabytes of data, which is 46 per cent more than the amount downloaded on its first free data day in February, a Telstra spokesman said. The amount downloaded was equivalent to 3.4 million HD movies. Despite the massive amount of usage, Telstra is continuing to offer apologies to angry customers disappointed by slow download speeds and blocked usage during the free data period. Some customers used Reddit forums to report fast speeds up to 59MB per second in the early hours of morning but said they decreased to 35Mbps and then 4.8Mbps as the day wore on. Others flooded Twitter with complaints. “@Telstra free mobile data day turned into no mobile data day thanks to congestion. Can’t believe no one thought that might happen,” one social media user wrote. “I am hoping that a lot of people lodge complaints to the TIO for this farce that is a “free” data day,” another posted on Twitter. Talking Points Was anyone here affected by the Telstra outage? If so, did you find the ‘unlimited mobile data’ day was a satisfactory solution? How do you think this situation was managed? Google Now Blocks Searches From Sites With Deceptive Download Buttons Google announced they are now blocking searchers from accessing web sites that contain deceptive download buttons. They will show a big red warning after the user clicks on the search result that warns “deceptive site ahead.” These deceptive ads are defined by Google as those that:
Facebook F8 Conference Where is Facebook headed?During his one-and-a-half hour-long opening keynote, Mark Zuckerberg revealed some interesting updates and developments on the horizon. Here are seven of the F8 updates brands and marketers should be aware of… #1 Chat Bots While “bots” might sound like a futuristic concept today, they’re going to be everywhere within the year. Facebook is building bots inside its popular Messenger app. #2 Any Camera for Facebook Live It’s no secret that Facebook Live is a big deal for Facebook. Now, the product is open to any camera. #3 Social VR Facebook is sinking serious money into virtual reality (see their Oculus Rift acquisition, for example). The company has even developed a sleek open-source 360-degree camera, which was unveiled at F8. #4 Account Kit For millions of users in developing nations, the email/password requirements Facebook necessitates are barriers-of-entry. Facebook’s new Account Kit will allow users to join Facebook and log into other apps with just a phone number. #5 Terragraph, ARIES & Aquila Speaking of opening up Facebook to more users… Zuckerberg is also testing out methods for bringing the internet to developing nations. Aquila is a drone that can fly at 60,000 feet for months at a time, sending down internet signals to people below. #6 Artificial Intelligence We’re already well accustomed to Facebook’s suggested photo tags, which are remarkably advanced and consistent. Now, expect that clever use of AI to extend further. Facebook’s coming AI will improve image search, generate captions for videos, and more. #7 Save Feature Facebook has 250 million users who use its “Save” feature every month. Now, a new button is going to help grow the number of “Save” users. It’s possible that a Save-prompt feature could become available to Facebook Pages, giving brands an edge in a content-saturated environment. Talking Points Discussion point – Is Facebook still a social media platform? What do you want to see from Facebook? Do you think Facebook has more value personally or professionally?  |
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