September WVU Reed College of Media Online Programs Monthly E-News
WVU IMC and DMC Friends and Family,
Every month we pull together program news and deliver it to your inbox. Below is the September 2016 edition.
If you have news that you’d like to share, please send it to Ally Kennedy at Allyson.Kennedy@mail.wvu.edu.
I reached out to WVU IMC students and graduates for their best advice on how to succeed in the MarCom industry. Here is what they had to say!
Writing is one of the many key factors to success in the marketing communications field. I would suggest that young professionals should always be honing their writing skills to become adept in their chosen industry. I would always recommend young professionals be willing to learn different areas of marketing communications. Flexibility will serve young professionals well in the long run for their careers. Finally, I would suggest young professionals learn how to design marketing and PR plans. A strategic mindset is crucial to success in any field, but especially marketing communications.
-Ryan Nolan ’16, Global Public Relations Program Manager, Johnson Controls
Stay curious and passionate. This is an exciting field and things are always changing. You should focus on spotting trends, seeing the future and understanding behavior. Know what makes your audience tick.
We live in an increasingly complex, multi-device, multi-channel world, and to be successful, you have to create a seamless and integrated experience across all channels. Each channel has its own nuance.
Learn as much as you can about big data and predictive analytics. Understand how to use them to achieve measurable results. But don’t focus so much on data that you lose sight of the human factor. To sell your idea, you have to appeal to both the emotional and rational elements.
-Andrea Joliet ’16, Director of Corporate Communications, Akron Children’s Hospital
To succeed as a professional in any industry I recommend finding ways to get outside of yourself as much as possible so you can better understand the motivations and triggers of others. Interactions observed as well as experienced afford us priceless information in how to improve our strategy, technique, and subtle nuance in order to accomplish our objectives.
-Stephanie Katcher ’18, Director of Marketing, Luna Verde Coffee
My advice for those who may be new to marketing communications is to realize the value of business acumen. Specifically for creative staff, it is important to realize how your creative decisions affect larger business decisions. You are always working for a client whether your client is internal in a corporate setting, or external in an agency situation. It is critical to remember that you are not creating marketing communications for yourself, but for your client’s audience. Sometimes the most effective solution for the target audience is not going to be your personal preference.
-David Hazelton ’16, Design Director, ProShare Advisors, LLC
My name is Chris Fujimoto, and I’m currently enrolled in my second full semester in the IMC master’s program. My decision to attend West Virginia was an easy one to make. What I found to be difficult was planning when I would begin my journey at West Virginia. It was along that discovery process that I realized West Virginia’s IMC program was catering to my biggest need: flexibility.
When I started researching graduate programs I was looking for a program that would provide me a solid marketing base, while expanding my knowledge in different marketing and communications strategies. I was also looking for a program that would fit into my professional schedule. Most importantly, I was looking for a program that would allow me to apply the lessons from the classroom to the workplace in impactful and creative ways. After reading into West Virginia’s master’s degree in IMC, I knew they checked off all of the boxes I mentioned, and I knew it was the right fit for me.
There were, however, a few logistical problems that I needed to navigate. I knew that I wanted to take the GRE exams. West Virginia offers a GRE waiver (another point toward flexibility), but I wanted to keep options open and train my brain back into the academic mindset. Additionally, I hadn’t officially applied to the program at that point, and I felt a large sense of dread at the idea of managing both school and my professional workload. Maybe a graduate program wasn’t a realistic possibility for me at the moment? I was starting to doubt whether or not I would be making the right decision for my career by applying to the program.
It was at that point I decided to do some proactive research and planning. What I found was that starting in January of 2016 would be an easier transition for me than the fall of 2015. My professional workload would be slowing down a bit, giving me the perfect amount of time to ease in to the grad school workload. Starting in the spring also meant that I could take more time to study for the GRE exams, which gave me some practice in balancing my academic and professional workloads. The coursework that the IMC program offers is mirrored in the fall and spring, so I didn’t feel like I was behind any of my peers. When I laid all of the components out on the table, I knew that starting in the spring was the right decision for me. The structure of the IMC program helped relieve any uncertainty that had built from my initial thoughts.
For individuals who are considering the program I think the most important thing is to look at the IMC program and determine how it plays a part into your overall plan. The IMC program is built with flexibility to meet the needs of its students, and we are empowered on how we want to take advantage of what is being provided to us.
Chris Fujimoto is currently an IMC student and the marketing web administrator at Vanguard Charitable in Philadelphia.
With emerging media, there are so many ways to experience any sports game without actually having to be in attendance. Just looking at this college football attendance from Patrick Rishe, there was over a 3.5% decrease in attendance from 2003 to 2015. Bowl games have seen a huge decrease in attendance as well. However, the Oregon vs. Ohio State championship game had about 33.4 million viewers on television.
So if people aren’t attending games, how are fans watching their favorite teams. With streaming options across different apps and live updates on social media. Kickoff weekend of college football this year saw record numbers of viewers. There was 3,900,000 unique viewers for 391,100,000 live minutes streamed in opening weekend through ESPN. Compared to last season, unique viewers was up 57% and live minutes viewed up 86%.
When looking at social media, College Football on ESPN’s Facebook has almost 375,000 likes, their Twitter has 1.5 million followers, and the Instagram has 475,000 followers. It seems Twitter is the biggest social media outlet for sports fans, especially football. Looking at the NFL, Twitter won a bidding war this year to stream Thursday night games. Twitter beat out Amazon, Yahoo, and Verizon to stream 10 games this season. Facebook dropped out of the bidding when they couldn’t agree on advertising.
Emerging media has been a big player in the way fans consume sports.Whether it is watching it on television from your couch, sitting in the stadium, or streaming from mobile devices on apps or social media. Even if a fan misses the game, there are so many ways through social media and apps to catch the big plays and highlights. One can’t help but wonder as more advances in technology come about, will there be less live fans and more streaming. What do you think; is emerging media supporting or hurting the sports industry?
Alyssa Hough is an IMC student currently in IMC 619 Emerging Media & the Market. This blog post originally appear on her blog: Alyssa’s IMC Blog. Check out her blog for more posts!
According to D. Frank Smith, 5.8 million Americans are enrolled in an online course—that’s one in four students!
For many, the thought of online classes is unnerving, yet virtual enrollment continues to grow. It can’t be that scary, right?—Right! Here are some tips we put together for succeeding in online classes.
Keep a hard copy of any and all documents distributed by your professor, especially the syllabus. Printing these documents will help you to better understand and keep track of the course assignments, as well as remember your instructor’s expectations.
Choose a space in which you feel you will be the most productive to complete your course work. Use this space only for class-related activities and, while you are there, turn off your cell phone to avoid all distractions.
Keep a master schedule of when all of your assignments are due. To ensure you do not forget anything, write yourself daily to-do lists, complete with detailed instructions for each project.
Communication is key! Whether it is a problem with your server or a question about an assignment, communicate issues are their onset, as they will then be much easier to resolve.
Work a little bit each day. Don’t procrastinate or try to complete all of your assignments in one sitting. This will do nothing but overwhelm you and put a damper on your creativity.
Participate, participate, participate! Online classes allow you to learn as much from your classmates as you do from your instructor; however, the responsibility is yours. The amount of effort you put into a virtual course will reflect the amount of knowledge you gain.
Incentivize yourself with periodic rewards. After completing a large project or a difficult paper, treat yourself! You deserve it!
Online courses can take time to get used to; however, their benefits are undeniable. Online learning provides students with flexibility, lower costs and greater technological knowledge. So…don’t be nervous about online courses. If you keep in mind these seven tips, you are sure to succeed in any online learning environment.
Everyday, more and more companies are integrating content creators into their emerging media efforts. From YouTube beauty gurus to Instagram celebrities, influencers have wiggled their way into becoming a major element in specialized content marketing efforts.
Using social media influencers in your marketing is the practice of building relationships with the people who can build relationships for you. Whether an influencer’s audience is small or large, an influencer can reach consumers via their blogs and social networks that your brand may not be able to. – Group High
So let’s jump right into it! Here are 5 AMAZING reasons why you need to add a Social Media Influencer to your payroll.
Social Media famous people have branded themselves so well online that your consumers already know them and consider them the gatekeepers in their respective fields.
Just check out this clip of Tyler Oakley on The Ellen Show … and he is famous for social media alone.
Let’s be real, influencers have positioned themselves to be thought of as experts in everything from hear to politics, and consumers would much rather hear what they have say about a product as opposed to a employee for a company.
Nine times out of ten, if a consumers had questions about the quality of a product and asked both a employee for the company and a respected influencer what they thought of the product; they would probably allow the influencers’ words to outweigh the employee.
Your employees are like a walking advertisement for your company. This alone makes it hard for consumers to believe that if your product really isn’t as good as you claim it is, your employee would actually tell the truth and admit that it isn’t.
But, with influencers, they see them as regular people, just like them, and often feel as though their opinions are more organic – making it more truthful in their eyes.
Their supporters look to them for the latest trends and for guidance in incorporating them into their daily life. Now, more than ever, social media personalities are being considered the trend setters (and in some cases, enders). They are able to use their platforms to urge large groups of people into thinking that something is in, out… or going to be in.
A recent study from the Journal of Consumer Research has found that people who are active in social media are likely to be influenced by the opinions of those they follow on those social media channels. For marketers and business owners, this means that connecting with trend setters who have a large amount of followers is more important than ever.
To keep a long story short, you need them to say that your company or products are in!
Influencers have already developed a close knit relationship with their followers who are members of your target market. This means that hiring them will allow you to tap into it and convert their fans into your consumers.
With social media influencers having audiences of sometimes more than a million people, it’s a win-win situation for both parties!
If you aren’t ready to add them permanently to your payroll, there are ways in which you can still work with them. You can draw up an endorsement deal or just pay for them to attend one of your events, post online about your products, or you can even get them to review your product or give them a promo code to promote online.
The best way to gain the trust and attention of the influencer’s audience is to have the influencer engage with your product and either create content around the brand or testify as to what the product has done for them.
The possibilities are endless, but it’s up to you to make sure that you take advantage of this new and happening buzz ed-about strategy to increase your stake in your target audience.
Katra Cunningham is an IMC student currently in IMC 619 Emerging Media & the Market. This blog post originally appear on her blog: Emerging Media…as told by Katra. Check out her blog for more posts!
WVU IMC and DMC Friends and Family,
Every month we pull together program news and deliver it to your inbox. Below is the August 2016 edition.
If you have news that you’d like to share, please send it to Ally Kennedy at Algilmore@mail.wvu.edu.