Arujan is my first co-worker to have his own IMDB page. He’s a media professional, rapper, actor, producer, director and entrepreneur.
This week Toronto is playing host to Advertising Week – Canada. And I’m excited that our company, Catalyst Canada, is producing 5 original articles this week. Here’s the one that I was tasked with writing:
“Over the past 10+ years we have witnessed the rise of social media and social networking. What once was the domain of individuals quickly became a hybrid of brand marketing and personal posts. Today we have come to expect zero organic reach for brands on Facebook. And while brands continue to see reach on Twitter, many have opined that Twitter may follow Facebook’s lead as it continues to monetize their platform.”
Read the entire article, The Legitimization of Social Platforms as Performance Channels.
How will business owners and social media strategists refine the way they engage potential customers on Twitter, Facebook, Pinterest and other social media channels in 2015?
“Overall, we see social media beginning to reach its potential as a marketing tool – businesses are finding they can use social media channels to sell their products or services while maintaining an authentic voice that social media is famous for,” says Bernard Perrine, CEO and co-founder of SocialCentiv, a Twitter marketing tool designed to help businesses find new customers on Twitter.
Perrine predicts businesses will find success with these top trends in 2015:
Targeting audiences. Instead of trying to reach the masses to find a handful of customers, the idea is to specifically target several small, tailored groups of people via the social media channel that you are most likely to reach them on. That way, companies are reaching more people who are relevant to their business and more likely to become customers.
Blending paid and owned content. As marketers have perfected their social media strategies, they have found that blending their paid and owned media together lets them get their content out to more people while keeping costs down and still maintaining an authentic voice. Striving to find the perfect blend of paid and owned media will be the challenge in 2015.
Enlisting employees to help share. When employees are sharing their company’s social media content on their own channels, businesses cash in with a higher organic reach and engaged employees who feel passionately about the company. How should a business organize this effort? Simply ask!
Laughing it up! Social media marketers have found that one of the best ways to resonate with their followers – many of which are Millennials – is to be silly and give them a good laugh. Businesses can achieve this through pictures, videos or even corny jokes. Humor has boundaries – make sure that jokes are within good taste, tied to the business and relevant.
At first glance #LexusInstaFilm looks cool. Especially the combination of Instagram and Lexus. However, when I watched the commercial and the quick “making of” I was thoroughly disappointed.
What I thought I was going to experience was a crowd sourced commercial from Instagram via a pre-determined hashtag. Instead, what we have is a slick-produced commercial using individual’s smartphones and Instagram accounts. There is absolutely nothing unique about this. Instead of using 2 cameras to film a commercial, Team One (the agency behind this “idea”) got 200 social media happy users to bring their smartphones to the shoot.
What could have been a really cool concept turned out to be a lazy attempt at being cool. #LexusInstaFilm? More like #LexusInstaFail
What do you think?