The Rock, Paper, Scissors Guide to Instagram

What do The Rock (a.k.a. Dwayne Johnson), National Geographic, and a St. Paul, Minnesota-based custom knife shop have in common?

At first glance, the world’s highest paid actor, a venerable magazine outlet and a one-man knife shop might not have much in common. But they are united by their leading edge use of a popular photo- and video-sharing social media platform. In other words, all three are killing it on Instagram.

The Rock

The Rock’s Instagram stats are beyond impressive. He’s got nearly 69 million followers and his posts regularly receive hundreds of thousands of likes. He posts candid photos and videos from his movie shoots, at home playing with his infant daughter, in the gym, hanging with other celebrities, interacting with fans, and even surprising kids whose Make-A-Wish wish is to meet The Rock. Whatever you think you know about Dwayne Johnson, if you follow his feed for awhile, you’re in for some surprises. Through Instagram’s small screen, the Rock comes across as a multi-dimensional man (actor, fitness enthusiast, Dad, son, community-minded professional, entrepreneur, and savvy business man) and the face of a powerful brand.

Paper (as in Magazine)

National Geographic (natgeo) has embraced Instagram as the modern way to do what it’s always done – share its passion for science, exploration and storytelling to help change the world. The feed is every bit as extraordinary as the images the magazine is known for, but the bite-size content is now accessible, free to all, and currently followed by more than 62 million people. Following the feed is a little like going on a “Choose Your Own Science Adventure.” The images are captivating and inspiring, and the captions (often penned by photographers) help followers appreciate the global, cultural or scientific context of the images.

Scissors (OK, they’re knives, technically)

WORKERMAN (wkrmn) is a one-man operation in St. Paul, Minnesota that makes really, really cool pocket knives. If you’re one of WORKERMAN’s enthusiastic following of 15,000 and counting, then you already know the brand stands for one-of-a-kind design, handmade products and high quality craftsmanship. Follow the feed and be prepared to develop a desire to own your own WORKERMAN creation…or two, or three. What I like best about this feed is that the brand doesn’t follow any set content rules. Instead, the posts are a genuine reflection of what’s happening in the shop that day: new knives ready for sale, videos that show the knives or the maker in action, and regrams of fan photos.

On the surface, these three brands are wildly different. But they share 5 key methods for successful brand-building on Instagram:

1. Give your followers a peek behind the curtain. Invite your fans into the real life workings of your operation. Let your followers in on what it really takes to get your product on the shelf, how you celebrate success, what projects or products you’re most excited about, or your works-in-process.

2. Be real. Let your brand personality or business culture come through in your posts. Use images and language that paint a realistic picture of your brand. If someone followed your stream for 2 months and then walked into your shop or office, would they feel a connection between the “voice” of your Instagram feed and the reality of meeting you or your team?

3. Have fun. The Instagram platform is a visual playground, so let your brand play. People scroll through Instagram when they want a quick mental break. Use images and write captions to inspire and amuse your followers.

4. Mix It Up. There’s a lot of talk about creating a consistent feed, but as we see from these three brands, your posts don’t all have to look and feel the same, they just need to look and feel like your brand. Make use of the platform’s key features to let you brand shine in still images, videos and in Stories.

5. Give credit where credit is due. Tag team members, creative partners, collaborators and fans when mentioning them in your posts. Regram (share) posts that mention your brand. Nobody wants to see a stream that is 100% self-serving, so make sure some of your posts are about sharing the love.

Which of these Rock, Paper, Scissors methods are you already using? And which will you try next?

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Jen Jones is currently a graduate student at West Virginia University in the Integrated Marketing Communications graduate program. She is the founder of Whip-Smart, an IMC firm in Minneapolis, Minnesota. This post originally appeared on her blog, Whip-Smart Marketing. 

Election ’16: The Power of Emerging Media

With the 2016 election upon us, the political phone calls, flyers in the mail, and online advertisements from candidates hoping to win your votes are in full swing. No matter what political party you identify with, it is important to exercise your right to vote! With that in mind, it has been four years since the last election and the use of emerging media to encourage Americans to vote has grown exponentially.

Not only have emerging media platforms such as social media provided the public with easier access to the stances of the political candidates, but it has played a large role in encouraging those who do not believe that their vote counts to head to the polls. For over 20 years, Rock The Vote, a nonprofit organization, has focused their efforts on using popular culture to encourage Americans to vote- specifically millennials. For many young Americans, registering to vote can seem like a confusing and intimidating process. Rock The Vote takes the mystery out of registering and provides voters with all of the information they need come election day from what to bring to where their voting location is.

This year, Rock The Vote teamed up with American Eagle Outfitters as part of their #WeAllCan campaign. The campaign encourages Millennials to be independent, embrace their unique style, and use their voice to encourage change. American Eagle Outfitters released a small line of clothing in conjunction with Rock The Vote to help spread awareness of the organization. Additionally, Rock The Vote not only has television advertisements, but are very active on Twitter, Instagram, and Facebook promoting the importance of activism and voting. Rock The Vote understands that one of the most prominent ways to reach consumers in today’s society is through the emerging media outlets such as the internet and social media. In doing this, the stigma around voting as being difficult and pointless has begun to disappear, making the appeal of voicing your opinion much greater.

American Eagle Outfitters merchandise with in conjunction with Rock The Vote. (Image from rockthevote.com)

The power of emerging media to encourage activism and change is truly significant and we often underestimate the power of a simple Tweet or Instagram photo. Through emerging media outlets, Americans have been given access to a wealth of information on the 2016 election and have been encouraged to use their constitutional rights to voice their opinions. Emerging media outlets such as social media are no longer just for updating friends and family on your vacation or snapping a photo of your breakfast. These outlets have become platforms for empowering Americans young and old alike to stand up for their beliefs and get involved.

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Kristen Cosner is currently a graduate student at West Virginia University in the Integrated Marketing Communications master’s program. This blog post originally appeared on her blog Artistry & Elegance. 

The Real Function of Hashtags

How many of us trendy marketers have used hashtags to promote our brand or used hashtags just to use funny or popular phrases such as #sorrynotsorry, #nofilter, or #yolo?

In reality, how many of these hashtags did you actually follow or look up after using them? If you’re like me, then probably never. If you’re like me, you probably used the hashtag to be trendy and funny, like Jimmy Fallon and Justin Timberlake.

Unfortunately, this isn’t the real purpose for hashtags. Hashtags are meant to categorize messages so people interested in that topic can follow it. After attending my first major communications conference this weekend, I now realize the real function of hashtags and how powerful they can be.

I had a very lucky opportunity to go to the 2016 Public Relations Society of America (PRSA) International Conference held in Indianapolis. Like any other event I’ve been to, there were signs posted everywhere and reminders in the program to use the hashtag #PRSAICON. Normally my gut reaction of seeing these hashtags at events are, “Ya, okay, maybe.” To me, I always thought that this was just a branding technique for the company to raise awareness about them. I never thought of it as a genuine call to action that could benefit me.

However, after hearing from some of the most brilliant speakers and communications professionals, I decided to join the Twitter trend at the conference. I wanted my friends and family to know that I was sitting in the audience listing to stories from Derrick Kayongo, Founder and CEO of the Center for Civil and Human rights, Captain Scott Kelly, Astronaut and United States Navy Test Pilot, Theresa Payton, former White House Chief Information Officer, and many more. Why not join the fun and use the hashtag?

Not only was I able to gain new followers and increase the number of likes and retweets for my own posts, but I was able to connect with people at the conference that I never got the chance to meet in person. With hundreds of attendees from all over the world, six keynote speakers, 81 breakout sessions and variety of other networking and professional development workshops over a short span of two and a half days, it was impossible to hear and see everything I wanted. Thanks to the event hashtag, #PRSAICON, I was able to follow along with the other tweets that shared photos, PowerPoint presentation slides, memorable quotes and entertaining GIFS. This hashtag made me feel like I got a piece of all of the sessions and I was able to participate in live conversations.

For this reason, I encourage marketers to think about how you can use emerging media to genuinely create opportunities that will benefit your audience, not just your brand. For those of you that have ran successful engagement campaigns, please feel free to share some some tips with us!

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Robin Rectenwald is a marketing & communications professional based in Pittsburgh, PA. She is currently a student at West Virginia University in the Integrated Marketing Communications graduate program. Check out her blog, Trendy Marketers, for more of her posts.

Social Media: Who is Really in Control?

While catching up on some of my favorite channels on YouTube this morning, a thought crossed my mind. There they sat, in front of bright lights and an expensive camera setup, talking about products that they love- and even some that they hate. Comments piled up below with compliments, suggestions, and many people saying “I have to have this now!” or “If (insert said Youtuber) says she loves it, I have to buy it.” These YouTubers obviously had a strong influence on their followers and their purchases.

Next, I navigated to Instagram. As I scrolled past pictures of smiling best friends and dogs, I came across several pictures with trendy products strategically placed and a raving review in the description using #ad #insertbrandnamehere. The pictures not only had significant amounts of likes, but hundreds of comments from viewers admiring the products.

 

This sparked my thoughts. Social media is one of the fastest growing forms of emerging media and as companies scramble to adjust to the rapid growth, a shift in power is happening. Consumers will ignore the advertisement that comes before their YouTube video or that pops up on their Twitter/ Instagram feed, but they will listen and react to the opinion of a social media “influencer.” Due to this shift, companies are now offering social media influencers money or products in return for a YouTube video or Instagram post featuring their products, placing the power in the hands of the consumers. Consumers now can choose what they watch and whose opinion they choose to listen to,  directly influencing the purchases they make. I personally have fallen into this trend and purchased a product or discovered a new brand that I would not have otherwise because I saw it on YouTube or Instagram. For me, this new form of “advertising” is much more effective than the traditional forms of advertising, which some regard as annoying, repetitive, and untrustworthy. Using social media influencers to promote a brand or product is not only giving the product or brand positive feedback, but it is giving buyers the confidence and trust in their purchase because someone they are influenced by is using the product. This takes us directly back to the comments that I saw on the YouTube video this morning, claiming that they purchase products because of their favorite YouTuber.

 

It is undeniable that a shift in power has began to happen as the forms of emerging media grows. We are now faced with platforms that give the consumer the power to voice their opinion, choose who their purchases are influenced by, and to discover brands that they may not have otherwise. Social media is changing the ways that companies invest in advertising and forcing them to think more creatively and harness relationships with social media influencers, who, at the end of the day, are simply consumers themselves.

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Kristen Cosner is currently a graduate student at West Virginia University in the Integrated Marketing Communications master’s program. This blog post originally appeared on her blog Artistry & Elegance. 

Top 10 Reasons to Love Social Media in Marketing

1.Social media is present. – See things as they happen. Watch as conversations around your posts develop and mature over time. See what your consumers and clients are saying as they say it.

2.Social media is measurable. -You can track which messages are received the best by your followers. Data is present in almost every form of social media. Analyzing that data will give you actionable information to react to, whether that is discovering that sharing more photos will boost your click through rate or offering promotions as part of your posts will net your company more followers and likes.

3.Social media is fast. – Get your message out to your consumers faster without delays or airing schedules. Social media allows you to share things with clients and consumers faster than traditional media or news sources. If an event happens that paints your company in a bad light, you can use social media to respond and reassure your consumers all in one place hours before the evening news or newspaper.

4.Social media is able to put you where the customers are. – You can reach large amounts of people at the same time!. Social media gives you one more channel to allow consumers to discover your products or services without leaving the social media sites they already use.

5.Social media is global. – Anyone anywhere in the world can find you and follow you. Reach consumers in every country in the world through a social media site.

6.Social media is flexible. – There is a platform for everyone. Microblogging, blogging, pictures, videos – whatever the consumers would like to see, social media can do. The only limit is your imagination in how to use a particular platform to reach your consumers.

7.Social media is easy. – Almost everyone can use social media for their businesses. The platforms already exist, so no need to set up something special to try to reach consumers. No need for forums or listservs when your Twitter or Facebook account will serve the same purpose in getting out your message.

8.Social media is conversation. – Businesses can start a conversation with their followers and get in the minds of what they are really thinking. Hashtags and content tagging give consumers ways to find the content and allows you to link conversations as they happen. Follow the conversations through the content to find out what is really on your customers’ minds.

9.Social media is a way to see what your competitors are doing. – “Spying” is easy on social media. Discover what your business competitors are doing (or not doing) on social media and follow their trends and conversations to find out what is working and not working for them. Know why their customers love them and follow them. It may give you ideas about how to approach your own customers for the same products or services.

10.Social media is “digital word of mouth.” – Followers will share things with their own friends and families. This is probably the most powerful part of social media. Given the right motivation, enough people can share your message through “digital word of mouth” that no other advertising may be necessary. Find those passionate about your product or services and watch as they share that information with their own followers. Those followers may share that information, whose own followers may also share.

What are your favorite reasons to use social media in marketing?

Facebook Finally Gave Its “LIKE” Button a New Makeover

The “like” button on Facebook has now evolved. In the beginning of the year, Facebook decided to officially change its “like” button to a range of emotions.  A dislike button couldn’t be added due to Facebook understanding that there would be too much controversy among its users.  Instead, Facebook members can now react to their user’s statuses by choosing from a variety of six different reactions which include: “Like, Love, Haha, Wow, Sad, and Angry”.

“Not every moment you want to share is happy,” CEO Mark Zuckerberg wrote in a Facebook post. “Sometimes you want to share something sad or frustrating. Our community has been asking for a dislike button for years, but not because people want to tell friends they don’t like their posts. People want to express empathy and make it comfortable to share a wider range of emotions.”

These reactions that were invented reflect upon the emojis that are used in text messages on most used touch screen cellular devices.

On a daily basis, news articles and videos that go viral are shared on Facebook users news feed.

I’m curious to know if this new makeover of integrating more than just a “like” button has effected the way businesses post on their Facebook profile page. Aren’t you curious?

If you’re curious to know the full breakdown of reactions for each post you put out their on Facebook then you can simply view your Facebook page’s Insights.

I personally would try to convince my Facebook friends/fans to make use of the new reaction buttons.  These reactions are tools that are used for marketers to distinguish whether or not they posted something worth reading, engaging with, and/or talking about on Facebook.  If a marketer such as Nike receives an angry emotion “like” on one of their video promotions they share then they’re not going to take the post down.  Instead, they’re going to use that response as an initiative to improve their next video promotion.

I decided to see if marketers are actually receiving a variety of different reactions through their postings on Facebook.  I compared Nike and Adidas.  Both Nike and Adidas receive almost the same reactions. Facebook users are responding to their video promotion ads and/or images with either a “like”, “love”, “wow”, or “haha” reaction.  None of the users responded with the “sad” or “angry” emoji.

Many of us especially those who are Millennials or part of Generation Z are frequent users of social media. With that said, we’re growing rapidly through a world of change.  We’re emerging with so called “new makeovers” that are happening to our advancements in technology, and we’re accepting these changes.

So many of us want what we cannot afford, but most of us will do all we can to save up enough money to purchase or upgrade to a new Apple phone, because we see every one else getting one.  Many of us follow others, because we want to continue staying up to date with a specific trend we want to follow.

-Kayla Kesselman

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Kayla Kesselman is an IMC student currently in IMC 619 Emerging Media & the Market. This blog post originally appear on her blog.  Check out her blog for more posts!

#INTEGRATE16 Bucket List

Welcome to INTEGRATE16, fellow Mountaineers! As an experienced INTEGRATE attendee (since 2014) and a WVU IMC alum (Class of 2015), I’m looking forward to catching up with the IMC community over the next two days.

Let’s Go Mountaineers! I met the WVU Mountaineer during last year’s networking reception at INTEGRATE15.

Whether you’re new to the conference or have made it a tradition to attend, I’d like to suggest some INTEGRATE16 “bucket list” items for your consideration…

• Get social (media). This should be natural for a group of IMC folks, but remember to join the conversation on Twitter using the #INTEGRATE16 hashtag! We usually feature some of our favorite tweets on the blog. Not sure whose selfie stick took that group photo? You’ll probably find the picture on Instagram.
• Raise your hand. INTEGRATE provides an opportunity to learn from experienced professionals about how they approach their work. Ask questions during the conference sessions; these often spark some of the most interesting group discussions.
• Talk to an IMC instructor. It’s so nice to chat with our instructors offline. Some of my instructors have even remembered my class projects when I’ve talked with them at INTEGRATE. Don’t be shy!
• Get a taste of Morgantown. Even if you don’t have time to visit Coopers Rock, check out Peace, Love & Little Donuts — a new local favorite and a very short walk from the Hilton Garden Inn. I waited 45 minutes in line when they first opened!

Last year I ended my INTEGRATE experience with a visit to Coopers Rock with fellow bloggers Kat and Julie.

Seriously, these donuts are delicious! I recommend the Samoa and Cinnamon Sugar.

Are you an INTEGRATE alum? If so, what’s on your “bucket list” for this year’s conference?

-Rebecca

It is never too late…

Greetings fellow IMCers, my name is Whitney. I work at General Motors in their social Center of Expertise (think governing body) as well as managing the US social care team. Here is a look at our social media command center:

 

Throughout my career, I have had the opportunity to work with great brands such as P&G, 3M, T-Mobile, Children’s Place, Budweiser and Ford.

I live in ‘Pure Michigan.’ I’m married to an engineer and car lover and we have 4-year-old twins.

 

There is no denying how much work you must put into grad school. As I near the finish line with Capstone starting in March, I thought I would share my top five tips:

1. Plan Ahead, Don’t Wait. If it is due on Monday, plan to finish it on Sunday. If it is due on Wednesday, finish it on Tuesday. There are so many things that come up including work, family, even the opportunity to go to a concert. If you aren’t ahead, you are behind. Why Buy: there were nights where I just fell asleep from exhaustion. I’ve traveled to China, Brazil, Mexico, Germany, India and Dubai during this program; you can do it.

 

2. Ask Questions. Whether it is an assignment, an interesting article or a fellow student’s career, ask the professors and your fellow students’ questions. Why Buy: there were two assignments in this program where I was docked points for information that was actually contained in my papers. Once I asked, the teachers reviewed and revised my grades. Everyone is human.

 

3. Own your schedule. Know what classes you want to take and when they are offered. Understand when the Capstone is offered and how that impacts your schedule. Research professors. Have the section number and a back-up ready when it is time to register. Log-on as soon as the schedule is open regardless of what time zone you are in. Why Buy: I enrolled for one semester while sitting at an outdoor restaurant in Singapore. I am graduating exactly two years after I started.

 

4. Don’t expect As, Earn them. Grad school is hard work and should be a competitive environment. Why Buy: in most companies, they have their own rating system for performance reviews.

 

5. Talk about the WVU IMC program. From your colleagues, friends and family, talk about what you are learning. You never know where the conversation will take you. Why Buy: having pride in the program helps balance the times when you would rather have been doing anything but homework.

 

Whether you are at the beginning of your IMC journey or the end, what tips would you share?

#Integrate15: Move Over, Millennials. Generation Z Is Here.

Millennials aren’t kids anymore.

There’s a new generation capturing marketers’ attention, as Patti Girardi explained during Friday’s INTEGRATE breakout session titled “Marketing to Generation Z.”

I enjoyed having the opportunity to chat more about Generation Z with Girardi, also a WVU IMC instructor, at Friday’s networking reception.

 

Who is this rising generation? Born between 1995 and 2010, those in Generation Z are currently in the age range of 5-20 years old. While young, they represent more than 25% of the population and command $44 billion in spending power—meaning marketers cannot ignore them or just toss them under the millennial umbrella.

While millennials—Generation Y—are frequently described as tech savvy, Generation Z is tech innate. Think millennials’ average multitasking of 2 digital screens is excessive? Generation Z averages five.

It’s no surprise that Generation Z expects brands to be on point on all social platforms as the group doesn’t differentiate between the internet and social media. In fact, many search brands’ social media rather than websites when seeking online resources about things like schools.

A focused and realistic group, Generation Z place high value on rallying around social causes. As many volunteer and show concern for the planet, they want to do work that makes an impact on the world. Both 9/11 and the Great Recession have been defining moments in shaping Generation Z youth.

Also a key influence on Generation Z is the dynamic of the young group often living in multi-generational households. Further, they often take the diversity associated with millennials to the next level as many are multiracial.

For marketers trying to effectively approach this new generation, storytelling, trust-building, and establishing a brand-consumer friendship are important.  As Girardi said, “If they believe in what you’re selling, they’re all about it.”

How do you think Generation Z will influence the future of integrated marketing?

Quarter-Life Crisis? Origins Understands.

Being a twenty-something is tough… on your skin. At least, that’s the connection Origins is making in an effort to reach women in their 20s with its #QuarterLifeCrisis campaign.

 

Origins is pushing a new skin renewal serum to twenty-somethings through its Quarter-Life Crisis social media campaign.

 

The skincare company has embraced the “tongue-in-cheek quandaries” used by the target market on platforms like Twitter to guide its witty approach to the campaign that is designed to promote the launch of the brand’s Original Skincare Renewal serum.

 

#QuarterLifeCrisis

 

Scroll through Origins’ Twitterfeed and you’ll find quirky, relatable content with humor that is worthy of a retweet.

Does this campaign have longevity, or will it grow old quickly with millennials?

-R