How do you break Twitter? Just ask @TheEllenShow!

This past Sunday night, Ellen DeGeneres hosted the 2014 Academy Awards. Besides drawing in 43 million viewers, the most in ten years, Ellen was able to make history and break Twitter in the process. All she needed were a few famous friends and a clear call to action… make history by getting the most re-tweets ever.

Having heard that, the Twittersphere sprang to life and quickly overtook what had been the current Twitter leader, Barack Obama’s re-election Tweet from 2012, by a landslide.  President Obama’s tweet held the record with over 780,000 re-tweets but Ellen’s selfie now has over 3 million re-tweets. When that many people get on a website at the same time, the result probably won’t be too good. Twitter struggled with the demand it was under, not allowing posting or even viewing of Tweets for several minutes.

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While this A-list selfie was definitely the most shared and popular moment of the Oscars, it was not the only Twitter-worthy moment. Twitter says there were more than 14.7 million Tweets around the world talking about the Oscars during the live show.

Just like the Super Bowl, this shows how many people are using a second screen while watching TV.  Another level of entertainment is achieved by following friends and celebrities on Twitter while watching events like the Oscars on TV (and you might even help make history by re-tweeting a selfie). Just another reason brands should keep the second screen in mind when creating their advertising.

Did you use a second screen while watching the Oscars? If so, why? Was it for entertainment value, multi-tasking, or just something you don’t even notice you’re doing anymore?

#WhyAllTheHashtags?

Hashtag-mania

If you are one of the millions of people who watched the Super Bowl on Sunday you might have noticed that many of the much-anticipated commercials included hashtags (#). The purpose of a hashtag, or the pound sign, is that it allows you to organize content and track discussion topics based on those keywords. This year’s Super Bowl set a new record for hashtags with over 57% of ads containing one. But why?

Many of us can’t seem to put down our smartphone or tablet even while watching TV, but that doesn’t mean that we are just addicted to checking email or playing Candy Crush. In reality, fifty-three percent of consumers are using that second screen to engage in mobile-based activities related to what they’re watching on TV. So advertisers are trying to get in on the action by providing a hashtag to viewers in hopes that they will start or join a conversation about their brand. If people are going to be online and talking about what they are watching, why not have them promote and discuss your product?

But is adding a hashtag to the end of a commercial enough to get viewers involved? No, unfortunately it’s not. In order for a hashtag to work, you need to give the viewer something so amazing they just have to share it with others. That something might be the sweet moment when a horse and puppy become #bestbuds, or it might be hearing America the Beautiful in many different languages and thinking #AmericaisBeautiful.

Or you could follow Esurance’s lead and focus your entire commercial around a hashtag… and give away $1.5 million to someone who uses that hashtag. That got me involved!

Tech Savvy Muppets?

Kermit, Miss Piggy, and the rest of the Muppets have a new movie coming out in March called Muppets Most Wanted. While it’s not surprising or unusual for new movies to use emerging media like websites, Facebook pages, Twitter accounts or mobile apps, the Muppets have taken their use of these types of media to a new level. In new TV ads for Muppets Most Wanted, fan tweets are brilliantly being used to create buzz for the new movie. The most recent ad, shown during the Golden Globes and SAG awards, Muppet fans are outraged that Muppets Most Wanted were snubbed by the award shows.

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These Twitter accounts do appear to be created for The Muppets Movie as they were all created in early January and only have approximately 7-9 tweets. However, this is a unique and new way of integrating social media fans and traditional marketing. Soon, these and other commercials will be using real comments and tweets from fans to promote their products. As customers rely more and more on recommendations from friends, family and other customers, I think this will be a great way for companies to promote these recommendations to the public. I think the Muppets are really onto something and created a hilarious ad in the process!

Evolution of Marketing

Marketing has changed from a company telling the general public about its product to a company and its targeted audience having a two-way dialogue. Traditional advertisements are making way for blogs, social media sites, and e-commerce sites, which make it easy for customers to share experiences, opinions, suggestions, and other feedback with companies. However, the transition from traditional marketing techniques to these new techniques did not happen overnight, so let’s take a look at how we got here.

One way the history of marketing is divided is into different eras. While the number of eras differs between scholars, the following are some of the most agreed upon:

Production

During this time businesses were concerned with manufacturing and producing as much as possible for as cheap as possible. Since there were a limited number of goods available, companies wanted to produce as much as possible because they knew that if they made it, someone would buy it.

Product

During this era, business focused on consistent improvement of the product with the belief that an ideal product would sell itself. The product’s quality was more important during this time than production efficiencies, which had been more important previously.

Sales

Customers no longer purchased everything that was produced by businesses. Therefore, companies started to aggressively promote their products over their competition’s. The thought was that anything could sell, if it was pushed hard enough.

Marketing

Soon companies realized they needed to make decisions on a more strategic level. With knowledge of their customers, marketers were helping to decide what products should be produced based on the customers’ needs, as well as what distribution channels to use and the pricing strategy.

Relationship

In this more recent era, businesses have focused on long-term relationships with their customers, instead of trying to get a one-time sale. One of the main reasons for this is that acquiring a new customer can cost an organization five times as much as keeping a current customer happy.

Social/mobile marketing

This era brings us to today, with emerging media creating real-time, two-way communication between customers and businesses. Organizations can be connected 24/7 to customers who have opted-in to this type of communication.

With technology constantly evolving, we may find ourselves in the next era of marketing before we know it! For more on the history of marketing, take a look at this informative infographic.

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What is emerging media?

This blog is all about emerging and “new” media, but what exactly is that? Emerging media consists of social media, blogs, gaming, mobile media and many other platforms (mainly digital) that are creating a new way for companies and customers to interact.

Why is emerging media important to marketing? While traditional media, such as radio, TV, and print advertising, are still an important part of integrated marketing, emerging media is truly changing the way we advertise and interact with companies, brands, and products. Think about it, how much time do you spend checking your Facebook or Twitter account, readings blogs, or staring at your iPhone? It’s probably more than you think. Research found the average user spends 23 hours a week emailing, texting, checking social media and other forms of online communication. This means that in 2013, Americans spent more time online than they did watching TV.

With people spending that much time online, it in necessary for marketing organizations to be there as well, to meet customers where they are. By actively using emerging media, organizations can openly communicate with customers and potential customers, build brand awareness, and attract new business. I’m excited dive into the different types of emerging media, how organizations are using it, the impact it is having on marketing and so much more with this blog and I hope you will join me!

Check out this infographic by Radiate Media for some other great reasons of why it is important for organizations to be on social media.

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