Fluent Essays

I choose Starbucks for this class!!!!!!!By now, you should be quite aware of the ways in which your brand tries to interact with you using various social media. Use Adobe Spark (Links to an external site.) to illustrate, document and assess the current state of your brand’s social media efforts. This includes analysis of the brands social media voice and the dimensions that contribute to it. Be sure to also address whether and how your brand tries to craft their social media communications and content differently for customers who are in different stages of the purchase process. If your brand hasnt begun to use social media, choose one of its competitors who do.There are many ways to organize the content for this assignment, and I encourage you to pick a scheme that works best for your brand. The most straightforward approach is to organize by social network. In other words, show social media post examples of how your brand uses Facebook, Twitter, Instagram, Snapchat, YouTube, LinkedIn, etc., and discuss how these examples do/dont illustrate best practices. I encourage you to use the best practices from the social media marketing module, although you should feel free to use others that you find in think are important as well.As for how long the assignment should be, that is difficult to say due to the platform, Spark, you are using. Consult the rubric to be sure you meet all criteria and you should be fine.Social Media Audit and Analysis Rubric (1)CriteriaRatingsPtsThis criterion is linked to a Learning OutcomeComprehensiveness- Curates all of brand’s relevant social media efforts5.0 ptsThis criterion is linked to a Learning OutcomeAnalysis- Demonstrates understanding of strengths and weaknesses of brand’s individual social media strategies; even the best brands can show improvement, so try to provide constructive criticism in addition to describing strengths - Discuss how and whether the brands social media addresses customers as they move through the purchase process - Demonstrates understanding of strengths and weaknesses of brand’s overall social media strategy - Demonstrates understanding of characteristics of an effective social media voice and its underlying dimensions85.0 ptsThis criterion is linked to a Learning OutcomeNarrative- Textually compelling - Visually compelling5.0 ptsThis criterion is linked to a Learning OutcomeQuality of Report- Has professional appearance and persuasive quality - Is free of grammatical and spelling errors - Is logically organized5.0 ptsTotal Points: 100.0 adobe_spark.docx mkt491_required_reading_website_.docx required_reading.pdf required_reading_2.pdf Unformatted Attachment Preview Adobe Spark: https://spark.adobe.com/home/ Please log in to this account and do the work: Account: zyzfiona936@gmail.com Password: 12345678Aa How to use Adobe Spark: https://www.youtube.com/watch?v=LSkvc1IHFZo An example from last semester: https://spark.adobe.com/page/kpE15FLFFbMAD/ Required reading: 1. https://contentmarketinginstitute.com/2012/02/content-marketing-vs-social-media-marketing/ 2. https://khoros.com/social-media-marketing/ 3. https://blog.hootsuite.com/snapchat-for-business-guide/ 4. https://marketingland.com/marketers-guide-snapchat-story-feature-117724 5. https://www.tintup.com/blog/a-marketers-guide-to-tumblr/ 6. https://marketingland.com/20-great-social-media-voices-and-how-to-develop-your-own-18057 7. https://buffer.com/library/social-media-marketing-voice-and-tone 8. https://www.forbes.com/sites/shelisrael/2014/05/22/will-big-brands-kill-socialmedia/#2bb9f4b77db5 9. https://medium.com/@etiennemerineau/conversational-marketing-a-new-paradigm-forbrands-218a3755fff5?#.bzjd6a5vm EDELMAN DIGITAL’S 2017 TRENDS REPORT 2017 DIGITAL TRENDS WELCOME TO EDELMAN DIGITAL’S 2017 TRENDS REPORT From Brexit to the US elections, 2016 was a volatile year with unprecedented uncertainty. The world of marketing was no exception. From changing algorithms across key social platforms to new evolutions in IoT and Virtual Reality to fundamental challenges with trust in advertising, connecting with the right audiences has never been more complex for marketers. While disruptions caused by technology and innovation are not new, the growing focus with using the latest tools rather than growing the bottom-line seems to be. With no shortage of new solutions that promise to be the one answer, marketers should be careful not to focus too much on the tools they use, but rather what they can achieve using those tools. In the end, what matters most is one thing: business impact. Our 2017 report focuses on what we see as the growing considerations that will impact brands. Based on changes we observed in 2016, we’ll explore areas such as paid, search, influencers, conversational technologies, B2B and others. These topics all point to the fact that we are still just at the beginning of an era where the customer is at the center. In keeping with our own advice to focus on business impact, we include more than just observations: we also present recommendations to leverage these advances to achieve results. We hope you find this report informative and insightful. If you’d like to hear more (or share your thoughts), please reach out to us – we’d love to hear from you. Thank you, Edelman Digital www.edelmandigital.com 2 TABLE OF CONTENTS 01 A Turning Point for Immersive Content…...................................4 05 The OTT Entertainment Revolution …............................................ 27 02 Paid Media Will Drive a New World of Efficiency & Accountability...........10 06 Bots and the Evolution of Conversational Experiences.........31 03 Influencer Marketing Will Drive Business Impact..........................15 07 Effective B2B Will Force Internal Alignment…..............................38 04 A Renaissance in Search..............22 08 Blockchain Evolves from “Fintech” to “Storytech” ….......................44 3 A TURNING POINT FOR IMMERSIVE CONTENT 4 2017 IS GOING TO MARK A TURNING POINT IN THE WAY AUDIENCES INTERACT WITH AND CONSUME VIDEO CONTENT. With the releases of the HTC Vive™, Oculus Rift, PlayStation® VR as well as Niantic Labs’ Pokémon GO on Unity, both virtual reality and augmented reality became important technological breakthroughs in 2016. MOBILE VIDEO CONSUMPTION Trends Efficient Streaming + Data Are Everything What’s Next We believe 2017 will focus on more immersive video content that features elements of interactivity as well as more applicability for general usage. It’s important to note that Snap Inc., Facebook and Google are all heavily invested in virtual reality and augmented reality. These companies will continue to gradually roll out capabilities that leverage immersive video technologies More audiences will begin consuming a majority of their content on mobile devices with the introduction of 5G wireless. Weekly share of time spent watching TV and video on mobile devices has grown by 85\% from 2010 to 20161. On fixed screens, consumption has decreased 14\% over the same period. Large telecoms are investing heavily in content and they will need to support video consumption through efficient and quick stream loads. and will help amplify the reach of both virtual reality and augmented reality content to the masses. 2017 DIGITAL TRENDS 1. “Ericsson: Mobile Video Up 200 Hours a Year Since 2012.” Broadband Technology report (2016 November). Retrieved from: http://www.btreport.net/articles/2016/11 /ericsson-mobile-video-up-200-hours-ayear-since-2012.html 5 Strategic Partnerships Matter Services like Comcast and DirecTV Now may potentially partner with Snap Inc. and Facebook to distribute television content through these platforms. 2016 has shown that networks like NBC are confident in such platforms by creating partnerships with Snap Inc. for The Tonight Show with Jimmy Fallon, the 2016 Summer Olympics and The Voice. In 2017, more networks may take a similar approach. advertisements between shows. Brands should invest in 360 video advertisements in order to take on companies like BuzzFeed, CNN and Complex who are placing an emphasis on live video. Moreover, many new media companies like Cheddar and TheBlaze are popping up that are strictly focused on live video. Expect to see these trends continuing in 2017. Major Takeaways • Expect change in traditional content formats from 30 minute shows to less than 7 minutes. • Media companies will continue to push “live streaming” as a way to inform their audiences on social. Live-focused digital media companies such as Cheddar will continue to emerge. Length + Formatting May Change This change in entertainment consumption amongst audiences may provoke a change in the traditional length of content formats. Mobile first content may run shorter than 6 minutes per episode, with multiple episodes being distributed throughout the week. Networks will test mobile consumption habits but they will first reposition existing 30 minute shows for mobile. Depending on the mobile audience dropoffs, they will make adjustments to the formats. Mobile first content consumption may also lead to a rise in 360 video • • In 2017, there will be a rise in 360-degree video advertisements on mobile devices. Anticipate an evolution to 5G wireless which will support telecoms’ emphasis on mobile video content. • Consumers will be comfortable consuming video on mobile without data charges. • Networks partner with Snap Inc. and Facebook to distribute shows to targeted audiences watching on mobile devices. How Brands Should Respond • Brands should place more emphasis on short form video content since audiences will begin consuming more video content on mobile devices. • Brands can distinguish themselves by creating mobile highly impactful 360 degree advertisements. • Brands should partner with video influencers on live streaming, mobile first campaigns via Facebook Live. • Brands should explore creating live content to document their presence at real-time trending events such as the Daytona 500, SXSW, Super Bowl and Cannes Film Festival. 2017 DIGITAL TRENDS 6 OUT OF HOME VIRTUAL REALITY Trends Interaction + Price Points Matter Out of home virtual reality could see a major spike in 2017. Only 25\% of consumers are willing to spend more than $250 on a VR device and consumer awareness of VR is only 33\%.2 With the HTC Vive™ and Oculus Rift at high price points, the average consumer will first interact with these devices at high foot traffic locations in the form of VR booths or experiential marketing exhibits. Airports, shopping centers, and landmarks would serve as destinations for these immersive content experiences. Theme parks and shopping malls are already beginning to adopt these technologies. Positive experiences at these destinations will lead to more awareness of the creative possibilities of virtual reality amongst the general population. Similar to how arcades in the ‘70s and ‘80s brought video games to the masses, out of home virtual reality will educate consumers on how impactful immersive content can be. 2017 DIGITAL TRENDS Major Takeaways • Consumers will become more educated on virtual reality. • Virtual reality will impact movie theatre and theme park attendance. • Expectations for effective virtual reality content will rise. • Virtual reality pop up booths will be seen at high foot traffic locations. How Brands Should Respond • Brands should be fully educated on virtual reality if they want to be seen as forward thinking. • Brands should consider leveraging virtual reality at conferences and industry tradeshows. • Brands should consider pop up virtual reality activations at high frequency foot traffic locations. 2. “Horizon Media Study Finds Two Thirds of Americans Unaware of Virtual Reality Devices.” PR Newswire (2016 March). Retrieved from: http://www.prnewswire.com/newsreleases/horizon-media-study-finds-twothirds-of-americans-unaware-of-virtualreality-devices-300231137.html 7 EVOLUTION IN CONTENT WEARABLES Trends The way consumers capture content will significantly change as a result of this evolution in content wearables. This is one of the lessons learned from the failures of previous wearable technologies such as Google Glass. Wearables With Purpose Efficiency + Affordability Are Key From the days of wearing GoPro cameras on our heads to the built-in convenience of Spectacles by Snap Inc., we anticipate more brands will begin playing with wearables. Spectacles by Snap Inc. are only $130 per pair, making them affordable for the general public. Furthermore, Spectacles connect via Bluetooth to a user’s smartphone and allows users to record, review, then upload content directly to a Snap Inc. account. It is utilizing existing technology to create efficiency and lower the barriers of entry. Most importantly, Snap Inc. has overcome the “nerd factor” by introducing technology that millennials can embrace. More importantly, there is a shift towards wearables that work. For example, the latest version of the Apple Watch was built with a clear purpose (health and fitness) in addition to standard features like GFS, waterproofing and a faster processor. If you combine these technologies with Apple’s second wearable, Airpods, the combination has the potential to change the future by moving beyond mobile phone technology. Wearables Will Affect Content The shift is also noticeable with the plethora of auto-follow drones that are entering the market. As a result, the concept of the selfie is taken to the next level with drones that can capture video footage without the need of a second person or video operator. They have the opportunity to be pioneers in augmented reality. Presently, Snap Inc. is the only social network to fully embrace augmented reality through their facial lenses. Millions of users share playful AR content to their Snap Inc. followers every day through this feature. Spectacles by Snap Inc. may take this one step further to full body augmented reality. Imagine turning your friend into an NFL football player in full pads when he is running for a pass. Alternatively, imagine transforming your child into a Marvel superhero or a Disney character. The possibilities will be endless and, if this feature is released, there will be a viral effect. Keep an Eye on Snap Inc. The release of Spectacles will allow Snap Inc. to unveil their circular video functionality. This technology will allow users to consume mobile video more effectively as the video will conform to movement when a smartphone is tilted. Snap Inc. will have a major impact on how content is shared and consumed in 2017. 8 2017 DIGITAL TRENDS Major Takeaways • Augmented reality will be accessible to the general public via Spectacles by Snap Inc. • Video selfies will become more prevalent, and increase in quality, with the use of autofollow drones. This will provide a new wave of content for marketers to pull from. • More 1st person creative video content will be created (i.e. NBA players dunking with Spectacles, 1st person view at Academy Awards or Coachella with auto-follow drone). • Audiences will grow to expect circular video from all sources with Snap Inc. leading the way in introducing this technology. How Brands Should Respond • Be educated on how to effectively leverage content wearables as a part of the brand’s storytelling platform. • Consider enlisting an influencer to take over the brand account and capture content via content wearable technology. • Think about using auto-follow drones for contests and other content capture programs. • Have a presence on Snapchat. Content captured with Spectacles by Snap Inc. could lead to an uptick of users on the platform. BY DANIEL BRACKINS | Creative Content Planning MATT STANTON | Partnerships and Emerging Technology 2017 DIGITAL TRENDS 9 PAID MEDIA WILL DRIVE A NEW WORLD OF EFFICIENCY & ACCOUNTABILITY 10 DIGITAL MEDIA HAS REACHED ITS ADOLESCENCE. Alongside a burgeoning strength in influencing marketing investment, there is also awkwardness in terms of making good on some ambitious promises. Sophisticated targeting technology and programmatic buying were meant to eliminate audience fragmentation and wasted ad dollars. The promise of accountability and ROI was irresistible as programmatic media enjoyed triple digit YoY spending growth up to 2014. But growth slowed to 51\% in 20151 due in large part to valid skepticism concerning non-viewable ads, phantom inventory, blocked ads, bot traffic and cookie bombed attribution models. Fueled by brands and agencies looking for impossibly low CPMs, fraud networks preyed on low quality publishers, networks and exchanges to create false efficiency. As a result, demand for transparency is at an all-time high. While the ad-tech side (participating brands and agencies included) works feverishly to cure its ills, brands are in a new position to want the best of both worlds: the efficiency and accountability that digital promised coupled with the transparency and sensory impact of traditional media. . HOW THE PAID MEDIA INDUSTRY IS ADAPTING 1) Traditional media companies will accelerate their digital transformation The collision of digital and linear TV has been slow and messy, punctuated with some milestone moments that have kept hope alive for convergence. From Disney Theme Parks telescoping with BSkyB in 2004 to Twitter live streaming Thursday teased us with breakthroughs surrounded by long stretches of inertia. In 2017, we’ll see momentum build as Programmatic TV buying is expected to grow 600\% from 2016 to 20182. Additionally, expect multichannel video programming distributors (MVPDs) and Telcos to continue to acquire or partner with digital content companies and offer cross-channel ad programs (e.g. Verizon – AOL – Yahoo; AT&T - DirecTV - TimeWarner; Comcast – Netflix - Sling). 1. 2. “US Programmatic Ad Spending Forecast: Most Mobile Display and Video Ad Dollars to Be Automated by 2018.” eMarketer (2016 September). Retrieved from: http://na2.totalaccess.emarketer.com/Reports/View er.aspx?edelman&R=2001894 “US TV and Digital Video Ad Spending, Programmatic vs. Nonprogrammatic, 2016 & 2018.” eMarketer (2016 November). Retrieved from: http://na2.totalaccess.emarketer.com/Chart.aspx?R =201061&dsNav=Ntk:relevance\%7ctv+programmatic \%7c1\%7c,Ro:1,Nr:NOT(Type\%3aComparative+Estimate) Night Football in 2016, the industry has 2017 DIGITAL TRENDS 11 How Brands Should Respond • Aggressively pursue digitally native, omni-channel buying strategies that go beyond the basics. Programmers like Viacom and NBC Sports are making this possible by introducing enhanced audience insights (via offline data partnerships) to enable marketers to finely tune their TV plans beyond age-gender gross rating point (GRP) guarantees. • Explore brand integration possibilities that blend together interactivity, response and dialogue with consumers. A great example would be e-commerce furniture destination Wayfair’s partnership with A&E to create a “fully shoppable” series The Way Home. 2) Brands will shift investment to channels that are digital but tangible We’ll see accelerated investment in channels that provide certain advantages consistent with digital best practices, but require only eyes and ears to verify that ads ran as scheduled. For example, digital Out of Home providers will continue to expand programmatic access to inventory and offer increasingly sophisticated location and behavioral targeting, as well as richer creative options. Podcasting has been a formidable branding and acquisition tool for startups and disruptors for several years, and aggregators like Panoply or Midroll will provide stable platforms to expand and manage this channel best suited to niche or influencer marketing. It’s also been tempting to think that traditional media only offered contextual targeting as a proxy for audience targeting – that it was the best we could do to get a relevant message in front of our ideal consumers. However, we’ve learned (or re-learned) that mindset and environment make the difference between resonance and ignorance. To that end, 2017 is the year we’ll see a significant uptick in brands embracing interactivity and amplification for event sponsorships via mobile and social platforms. 2017 DIGITAL TRENDS 12 How Brands Should Respond • • Shed the fear of measurement and make the most out of the advantage of trackability these digital platforms have over traditional outlets. For example, publishers are expanding their partnerships with technologies like Simple Reach to give real-time analysis of earned reach through to business impact. Connect the pipes so that impressions across these tangible channels are be linked to business outcomes. One way is a modern twist on an ancient tactic: leverage offer codes and incentives which can be customized and organically distributed via influencers to feed directly into internal marketing analytics platforms. 3) Multi-channels will continue to integrate Digital marketing has grown largely on the promise of its nimbleness – its singular ability to launch or react quickly to market conditions, consumer sentiment or cultural opportunity. To deliver on that expectation, large multi- channel media outlets are re-organizing to provide simplified programs with clear strategic value. The goal of these integrations is the ability to integrate disparate market capabilities seamlessly and effectively under a single strategic partner. Consider the use case for an Entertainment marketer looking to execute a disciplined, audience-focused program that activates across audio (terrestrial and digital), Out of Home (static and digital), social, events and influencer marketing. Only a handful of media companies (e.g. iHeart Media, CBS and Grupo Globo) have the diversity of assets to deliver real paid, owned and earned value for that scenario. opportunity to put content at the core - longer form video, audio, data visualizations, and gaming all enhanced with granular audience targeting capabilities. Explore content-driven programs that provide the best creative canvas for marketers to add to the consumer experience, rather than interrupt it. • Challenge multi-channel media partners to demonstrate how media dollars spent in each tactic contribute to immersing your target audience and stewarding them along the path to conversion. If they’re still selling sp ... Purchase answer to see full attachment