Tag: Social Media

Trending from G/L: Building a soccer brand from scratch with LAFC

Geile/Leon Marketing Communications

Trending from G/L: Building a soccer brand from scratch with LAFC

Advertising

Soccer is continuing to grow at a rapid pace in the United States. More than 25 million viewers saw the United States defeat Japan in the Women’s World Cup this past summer. There are more than four million registered players at all ages throughout the country. And Major League Soccer, the country’s biggest professional league, has expanded from 10 teams in 2004 to 20 this season.

That expansion will continue with Atlanta joining the league in 2017 and a new Los Angeles club joining the mix in 2018. Franchises in Miami and Minneapolis are also on the horizon. MLS Commissioner Don Garber even visited St. Louis earlier this year, although no expansion into the Gateway City is imminent.

Los Angeles is an interesting case, which is back in the spotlight this week. The new team officially announced that their name will be Los Angeles Football Club (LAFC), which was the placeholder name dating back to the team’s initial announcement last year. While many MLS clubs have American-style names such as the Chicago Fire, the Portland Timbers and the Los Angeles Galaxy, many of the expansion sides have opted for the more traditional soccer naming and branding, including Real Salt Lake, Toronto FC and New York City FC.

Interestingly enough, while the Galaxy was one of the ten founding MLS clubs when the league began in 1996, this is the first season LA has been back to one team. A previous LA-based team, Chivas USA, was formed in 2005 and ceased operations last year, paving the way for LAFC. Chivas USA, which was owned for a time by Chivas de Guadalajara in Mexico, failed primarily because it failed to attract a significant Hispanic audience, which was the club’s key target.

Now LAFC, despite being just under three years away from their first game, is hitting the ground running early on their marketing efforts.

Their key demographic: Millennials.

Already, the club is stating their intentions to distinguish the team from what’s already out there, according to Rich Orosco, the club’s head of marketing for culture and community:

“They don’t want to be talked at,” Orosco says of millennials who, studies show, are 16% more interested in soccer than any other U.S. demographic. “So from Day 1 that’s all we’re doing. We’re opening up a dialogue with this exact fan base: ‘Let’s talk about this.’

These insights are certainly important. And having a defined target audience is a critical part of any brand launch. However, there has already been some blowback on the organization for their approach. One Twitter feed is aimed directly at the club’s attempts to win over young fans.

The seed of this discontent probably comes from how terms like millennials (or hipsters for that matter) can be used to produce widespread misconceptions. Our Mary Sawyer looked closely at this disconnect in a post last month:

And as Mary says in that post:

“The key is to know your facts but to tailor your approach – no matter the age group – to accurately reflect opinions and behaviors to make your marketing relevant and meaningful.”

Whether LAFC will be a hit with the Angelino youths remains to be seen. Regardless, whether you’re discussing a soccer brand, a consumer product or a business-to-business message, having a targeted approach based on research and data is the best way to plan for success.

What are your thoughts on LAFC’s approach to building a soccer brand? Think they’re doing it the right way or are they casting too broad of a net? Let us know your thoughts!

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7 Examples of Horrible Marketing Advice

Luke Smith
Senior Account Executive

7 Examples of Horrible Marketing Advice

Advertising

As marketers, we all want to be innovators and bring the next big idea to our clients to move the needle for their brand(s). But sometimes not all ideas are good ideas. Some marketing ideas do not align with a brand’s creative and messaging strategy, other ideas might not resonate with an audience.

We’ve compiled a list of some less-than-sound (i.e. horrible marketing advice) ideas out there to provide examples of what not to do when it comes to planning your marketing efforts.

1) If you’re trying to build awareness, advertise everywhere you can.

If you’re trying to build buzz or awareness for your new brand/product, it’s important to plan, strategize and understand your audience first. Focus on who will care about your brand and where you can reach them, not how quickly you can reach anyone and everyone. A key step to marketing success is making sure that your messages are targeted and efficient.

2) You need to be on this social media platform.

The marketing landscape has changed significantly over the past 10 years, but just because there is a new, trendy social media platform, does not mean that you need to be there. Granted, you don’t always need to be on the same social channels as your customers (consider where you might find new customers and opportunities), but if you are marketing a product that appeals to a 70+ crowd, chances are you don’t need to be on Instagram or Snapchat. Focus on participating on social channels that will be an extension of your brand and help your business flourish.

3) If you buy an email list you’ll have better email performance.

Buying an email list will definitely grow your distribution channel for direct digital marketing, but it doesn’t mean that the recipients will find your content relevant. If you choose to purchase an email lists, it should be one that is appropriate for your business. Even better, activate and focus on direct outreach through current customers or interested parties that sign up for your mailings on their own. Organic growth is ideal- this means that they want to hear from you.

4) Long lead forms are always worse than short forms.

Long online lead forms can be tedious and time-consuming. That’s a good thing. If your goal is to generate new customers, would you rather have a solid lead or a lead that might not truly be interested in your offerings? You shouldn’t necessarily make the lead jump through too many hoops to get more information, but weeding out the unqualified leads with some detailed questions will produce concrete leads that are truly engaged in what you have to offer.

5) Asking for likes, retweets or shares makes your brand look desperate.

Trying to get the word out? Asking for people to share and repost your content does not have to translate as desperation. In fact, some of the greatest online campaigns are successful due to concise and clear calls-to-action. If that CTA is having others share your content- then so be it! Tying a prize or some sort of incentive to sharing will produce more results and success. You will get more shares if you just ask.

6) You don’t need a responsive website design.

Mobile and tablet internet use have now surpassed internet use on a standard laptop or home computer. If you have a CBD company for example, and you’re not prepared to integrate a responsive design with the help of a CBD Website Design Company, it can lead to frustrated visitors and a bad user experience. This will also reflect poorly on your brand. You wouldn’t want to purchase products from a brand that has a terrible website design, would you? When you are building or redesigning your website, responsive design should be a priority. If you do not have enough resources or manpower to accomplish this task, you can think of outsourcing this work to a reputed digital marketing firm like Hooked Marketing. They can help in delivering a high-quality professional website design for your business.

7) More personalization will garner a better response.

Sometimes too much personalization can come off as a bit intrusive. It’s important to know the customers, recipients and targets for your outreach efforts, but focusing on finding the right balance of friendliness and personalization (within reason) and not coming off too stalker-ish will be key. Make sure not to include everything you know about your customer.

If you would like some GOOD marketing advice instead of horrible marketing advice, please reach out to us. We’re here to help your brand reach it’s potential and provide advice on utilizing the right marketing tools to guide you to success.

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Trending Now from G/L: Hardee’s gets Unexpected Viral Social Media Exposure

Luke Smith
Senior Account Executive

Trending Now from G/L: Hardee’s gets Unexpected Viral Social Media Exposure

Branding

Unanticipated positive PR/marketing should be embraced by your brand. Hardee’s did just that when Facebook user David Yardley posted a moving photo to the Hardee’s Facebook timeline.

“The attached photo is one I took on Saturday July 11, 2015 at Hardee’s on Tazewell Pike. It just really was a kind moment to witness between your worker and a elderly lady. I came through the drive through and went across the street and just happened to look over at Hardees as I pumped my gas and happened to see this as it took place. Your worker had been cleaning the glass I assume when the customer, the elderly lady started out to her ride. He stopped what he was doing and took her by the hand and helped her across the sidewalk and parking lot to her ride.


It just really spoke to me, I guess since so much negative media lately has been around the race card. Black and white, young and old all come together in this picture. I watched as he continue to help her until she was in the car and left. I admire this young man and appreciate his kindness.”

It was a simple gesture of compassion, chivalry and respectfulness that was caught on camera. David Yardley did not expect the wave of overwhelming positive support his simple photo would receive. Nearly 18,000 likes and 4,300 shares later, Hardee’s received multiple millions of impressions, press coverage in major national publications and positive recognition for being associated with the young man, Kailen Young, seen helping the elderly woman in the picture.

viral social media

Hardee’s handled the situation flawlessly- putting their Public Relations team into action, publicly recognizing the young man and rewarding him a $1,000 check at a press event for doing the right thing.

It truly is amazing how powerful and viral social media can be. It quite literally can make or break your brand. While Hardee’s had the good fortune of being a part of something positive, many brands are on the unfortunate end of embarrassing and negative mishaps.

For example, in May, a Burger King employee in Florida was seen dumping a vat of used cooking oil directly into a storm drain. Not only was it illegal, it was also incredibly hazardous for the environment.

Social media channels everywhere erupted in anger. As a result, Burger King’s brand suffered major setbacks and received tons of negative publicity.

It was later discovered that this was not an isolated incident at this particular Burger King, and the employees had been dumping oil into the drain for several weeks- nearly 50 gallons collectively.

Major damage control and crisis management was a necessary response. Fortunately for Burger King, they took the right actions by retraining all of their employees, changing procedures, putting together a comprehensive environmental cleanup plan and firing the GM and the employee involved in the incident.

With the availability and ever-presence of mobile technology, situations like this can and will be documented by the public. In short, it is important for your brand to always be equipped to not only embrace the good, but also prepare for the worst.

Shoot us a message to share your thoughts or learn how proactive Public Relations planning and crisis management can help your brand.

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Trending from G/L: Twitter Ads Get More Personal

Geile/Leon Marketing Communications

Trending from G/L: Twitter Ads Get More Personal

Advertising

If you asked me what my current favorite social media platform is, I’d probably have to go with Twitter. Once you find all the feeds you’re interested in, it makes finding info so incredibly easy. Plus, when it comes to breaking news, Twitter search is the best way to figure out what’s going on, in my opinion.

In fact, a cool story I heard recently about Twitter involved an awesome Father’s Day present. A friend’s dad lives in St. Louis, but is originally from the Pittsburgh area. As a present, my friend created a Twitter feed for him following all the media outlets and blogs related to Pittsburgh sports as an alternative to Google. Not going to lie, I kind of wish I had thought of that first.

One of the drawbacks to the platform, however (at least from an advertising perspective), is how it can be difficult to target an audience based on personalized data. You could target based on the accounts that those Twitter handles follow and narrow it down based on DMA info, but beyond that, the platform lacked some of the robust features available via Facebook. For that and other reasons, Twitter Ads haven’t always been seen as being as powerful as Facebook Ads.

Earlier this month, though, Twitter may have closed that advertising gap. On July 2, they introduced new audience insights for brands as well as new “personas” to target more effectively.

Twitter is able to do this by working with a pair of third-party data companies, presumably to reconcile profile info with that added information to create more precise targeting. The personas include college graduates, users with more than $100k in income and “business decision-makers” among others. Pretty cool stuff.

Of course, the flip side is, the more advertising there is on Twitter, the less of a direct “feed” users will have. By adding promoted content into the feed, the linear structure has started to change. And some users aren’t happy.

It’s a bit reminiscent of the old days of Facebook when news feed content was organized in an exclusively chronological order. With changes to Facebook’s algorithm as well as simply too much content between personal and brand accounts, the news feed changed to, in theory, highlight the most relevant content. Whether that’s truly the case or not is still up for debate.

Regardless, these new options from Twitter will definitely be a part of how the user experience for the platform will continue to evolve.

Interested in social media advertising or digital marketing in general? Feel free to contact us using the form below…or you can always tweet us at @GeileLeonSTL.

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Trending from G/L: How Patagonia let Denali have the spotlight

Meg Strange
Senior Account Executive

Trending from G/L: How Patagonia let Denali have the spotlight

Advertising

By now, most of you have probably seen this video that has gone viral and likely reduced you to a giant puddle of tears. Unless, of course, you have no soul.

That video is a short film called Denali.

Denali

Can we talk about the feels?

In case you haven’t had the pleasure of viewing, Denali is a heartwarming film created as a tribute from one man to his best friend. In June 2004, Oregon-based photographer Ben Moon was diagnosed with colorectal cancer and endured over 10 years of battling the illness until finally freeing himself of it. The unwavering support system that saw him through? His beloved dog, Denali.

Denali, a shelter dog Moon adopted in 1999, served as a constant companion delivering that unconditional love that only man’s best friend can, for nearly 15 years. After beating cancer in 2005, it was Denali who was struck with the illness and endured surgery to remove cancerous tumors, and suffered both respiratory and kidney problems. Denali finally succumbed to his illness in February of last year.

Upon being approached in the interest of producing a film about his own story of battling cancer, Moon ultimately decided that it wasn’t his story but Denali’s story that should be chronicled. Thus, the tribute to his beloved buddy was created…and cue the waterworks.

Keying into emotion is not a new trend in media—brands like Hallmark, P&G, Disney and Apple are experts at tugging our heartstrings. Why is emotion such a standard when creating ads? Because it’s effective! When an ad evokes a true emotional response from a consumer it not only increases the likelihood that they will recall the ad’s message and purchase a product, but it creates brand loyalty. And, in this day and age, when we’re moved by something emotionally, we share it.

Brands have to be careful with emotion, though. They can’t just jump on a serious issue solely for the purpose of banking off its attention—consumers hate this (e.g. using September 11 as a platform for promotion). It comes across as self-serving and insincere.

For a brand to be able to associate itself with a serious issue or event that evokes strong emotions and opinions from consumers, it has to have a right or relevant reason to play in that space. Take Caitlyn Jenner, for instance. Within 24 hours of Vanity Fair releasing its July issue featuring a 22-page cover story on Caitlyn, there were nearly 30,000 mentions of her in the media. However, only one brand stepped forward to comment in support of Jenner—GAP, a brand that has a long history of supporting LGBT issues and advocating for the community, making their inclusion in the Caitlyn conversation relevant and credible. As Jamie Gutfreund, chief marketing officer at digital agency Deep Focus, states in this article from Advertising Age, “This is not a bandwagon moment.”

So, what does all of this this have to do with Denali’s story? Well, Patagonia happens to be one of the primary sponsors of the film. Patagonia, a certified B-corporation, has a vested interest in supporting organizations and movements that have a positive impact on the society and environment. Prior to sponsoring production of Denali, Patagonia teamed up with the film’s director and production company in 2014 to commission DamNation, a film about dam removal and river restoration. When it came to Moon and Denali’s story, Patagonia had an opportunity to support a great, feel-good story relevant to their brand given Moon and Denali’s place in and appeal to the outdoor enthusiast community. Patagonia’s contributions to projects like these shows their authenticity as a brand and, with over 8 million views of Denali in about a week, gives their brand one heck of an amount of good visibility.

However, Patagonia’s involvement in Denali is a back seat position, one they are happy to take and leave the praise, notoriety, support and tears to the true stars of this endearing film: Ben and Denali.

Denali2

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Trending from G/L – Marketing Buzzwords aren’t even real anymore

Geile/Leon Marketing Communications

Trending from G/L – Marketing Buzzwords aren’t even real anymore

Advertising

It’s tough for me to admit, but I’m very susceptible to falling into the cliché trap on a regular basis. I used to do a bunch of sports writing, so when you’re around athletes for a decent amount of time, you’re bound to want to give 110% percent every week. It just comes with the territory, and it’s hard to beat around the bush any other way.

The marketing world isn’t all that different. Sometimes we just can’t help ourselves.

So, when Joe Lazauskas at Contently put together this quiz of marketing buzzwords, I figured I had it in the bag. Nevertheless, I’m afraid I overlooked the competition and ended up in the 60-69% bracket. Dang it. Guess I’m going to have to put in a strong week of training so I can be ready for next week.

Here are some of my current favorites:

Owned Media/Owned Audience – this is one that I used a lot when I was working extensively on social media platforms. The premise is simple: with TV, radio, billboards, and other traditional advertising mediums, you have to pay to get in front of that audience; whereas, with social media, your brand “owns” those Likes/Follows for the rest of time.

Problem is, social networks (*cough*Facebook*cough*) are making it harder to reach those connected to the brand…unless you have an advertising budget, of course.

Actionable insights – I’m kind of surprised this one hasn’t become more popular in the business world. Basically, you’re trying to say that you should do something based on research. Which might be slightly redundant because most research is probably conducted with an end result in mind. But it sure sounds cool!

Brand journalist – We’re big believers in helping brands tell their story in a compelling manner. We definitely believe in creating good content that makes the target audience want to learn more. But I know quite a few journalists who HATE this term. Like, want to put the word on a bullseye and throw darts at it kind of hate. Pro Tip: never call yourself this when pitching a press release.

Branded emojification – I literally can’t even.

If you’re ever looking to cut through the clutter (dang it, I did it again), contact us and we’ll help you create a message that doesn’t sound like a millennial version of Mad Libs.

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Trending from G/L: Wearable Tech Cycles On

Geile/Leon Marketing Communications

Trending from G/L: Wearable Tech Cycles On

Advertising

It seems like not that long ago wearable technology was still just an emerging trend still waiting to take off. Now, with the industry expected to be worth nearly $20 billion by 2018, and the number of units in circulation expected to be more than $110 million within the same time frame, that trend is now.

Along with smart apps, smart watches, FitBits and so so so much more, another really cool concept is now added to the mix:

Smart Bikes.

Trends 6-8

Well actually, it’s more of a smart bike pedal. Concepted by French start-up Connected Cycle, the pedal collects information that’s transmitted to an app that tracks usage stats and other health info. Pretty cool, right?

But that’s not all. The product also helps protect against theft by tracking the whereabouts of the pedal (and by proxy, the bike) at all times. Plus, the pedal requires a code and other information in order to remove from it the bike, so it’s kind of a thief’s worst nightmare.

Wearable tech is continuing to explode, with both established brands and tech start-ups entering the fold. Apple, Samsung and Garmin are among the frontrunners in the industry as they create products that are innovative and quickly become must-have items. And as consumer data is collected, the marketing opportunities are endless.

It’s fascinating to think about the possibilities for the wearable tech industry. Just the way that basically everything can be turned into a data point is pretty cool, if not a little bit scary. But, as more products like the Connected Cycle pedal show, keeping a focus on security and taking aim at pain points to solve classic problems (e.g. keeping tabs on a bike), the wearable’s market will keep rolling on.

(Sorry, bad cycling pun, I couldn’t help it.)

Interested in learning more about how new products can be branded effectively to make end users feel that connection? We’re always available to chat.

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2015 Internet Trends Report – What Stands Out

Geile/Leon Marketing Communications

2015 Internet Trends Report – What Stands Out

Advertising

Every year, Mary Meeker from KPCB, a top Silicon Valley firm, releases the Internet Trends Report, which offers a comprehensive look at how the web is changing and evolving.

And at just under 200 slides, it sure is comprehensive. While most of the information makes sense, some of the numbers and trends are simply staggering in terms of pure volume.

Here are some of the trends that stood out in terms of importance as well as sheer entertainment value:

Mobile, mobile, mobile everything

In case you missed it, accessing the Internet from your phone is kind of a big deal these days. In fact, over the past year, mobile grew at three times the speed as Internet usage in general. On top of that, mobile data usage rose by nearly 70 percent in 2015.

So what does this mean? People are consuming media on the go more then ever. The times at which consumers are being presented with information continues to evolve, and as long as they remain glued to their phones, marketers would be wise to find opportunities to meet them there.

It seems like that’s what’s happening, with mobile ad revenue growing by 34 percent while desktop only growing by 11 percent. It’s not surprising on the whole, but the numbers behind really drive the point home.

Facebook Video – An attempt to keep growth going

You’ve probably read 74,393 different articles by now about how Facebook is dying or dead. Which is good for clickbait headlines, but the jury is still out.

On the one hand, Facebook revenue per user growth is slowing down. It grew nearly 60 percent last year and is down to only 30 percent this year. Some people are indeed looking elsewhere for their social networking needs.

On the other head, Facebook video is going through the roof. There are nearly 4 billion video views every day. Unsurprisingly, 75 percent of those views are coming from mobile. Not too shabby.

So while some may think Facebook is on the way down, I tend to believe the platform still has some room to maneuver. While the desktop version is down, there’s still a high ceiling for video, messenger and calling options within the platform that should help the old standard stay relevant.

What a difference a couple of decades make

The tech industry is one of the most disruptive. As such, companies that have been on top in the past might not evolve well enough to stay on top. Early in the presentation, there’s a great example of this.

Here’s an example: can you name the top Internet company in 1995? It was Netscape, who rose to prominence in large part with their product Navigator, which was a precursor to Internet Explorer.

Where are they now? Well, AOL owns them now and uses the brand to market a discount Internet service provider.

In fact, while the dot-com bubble burst knocked out a good chunk of the names on that list, there is one notable company who has able to hang around:

That’d be Apple, who finished second on the list in 1995 and is now #1.

Staying on top of trends is a full-time job, and we treat it that way. It keeps our digital offering relevant and our clients benefit immensely. Contact us and lets talk about what’s trending for your brand.

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Trending from G/L: How can FIFA sponsors weather the storm?

Geile/Leon Marketing Communications

Trending from G/L: How can FIFA sponsors weather the storm?

Advertising

(UPDATE: Just as we posted this, FIFA President Sepp Blatter announced his resignation. We feel like there’s a good chance some of the head honchos at the top FIFA sponsors might have played a role in it.)

This won’t come as a shock to those who know me well, but I’m a huge sports fan. Especially soccer. When the United States Women’s National Team was in St. Louis in April, my voice was completely gone the following Monday during our G/L status meeting (oops).

My over-the-top fanaticism aside, being a soccer supporter means having to deal with FIFA, the organization that governs the sport, at a worldwide level. Last week, law enforcement agencies in the United States formally accused the organization and members of the top brass of systematic corruption with regards to the lucrative contracts and events that FIFA is in charge of.

While corruption accusations have whirled around FIFA for decades, these latest allegations have gained traction and created public outrage, not just in the United States, but worldwide. And fans are demanding accountability, not just from the organization, but also from the brands that are aligned with it.

This puts multi-national FIFA sponsors like Adidas, Budweiser, Coca-Cola, Hyundai and Visa in a precarious spot. Most of the companies tied to FIFA have made statements to the effect of asking the organization to take firm action to address the charges at hand. But that may not be enough, at least in the short term, according to a recent Ad Age article.

A bold move would be for one of the aforementioned brands to consider pulling their sponsorship of FIFA, including marquee events such as the 2018 World Cup in Russia and the 2022 edition in Qatar. This would certainly send a strong message globally.

On the other hand, in the age of the 24-hour news cycle, it’s quite possible that they’re just waiting for another worldwide scandal to take hold and relegate the current crisis to a level of lesser importance. The timing of the scandal, along with the reelection (and subsequent resignation) of FIFA president Sepp Blatter created a perfect storm of calamity. But without any new developments, will the story hold the same level of prominence weeks and months from now?

Or is there a cynical hope that, with soccer being the “World’s game,” that supporters will flock to stadiums regardless of who’s in charge and the allegations at hand?

Consumers do seem to care more about where their products come from and the brands they align with stand for than ever before. While the “safe” move might be to issue a statement and stand pat, if the controversy continues to grow, the brands involved may have no chance but to adapt a more substantive approach…or take John Oliver up on his offer:

Crisis Communications almost always doesn’t involve issues that are black and white. When determining the best way to act in a suddenly explosive scenario, what processes does your brand have in place? We’re always happy to chat.

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Brands on Social Media: Keys to finding “Insta” Success

Geile/Leon Marketing Communications

Brands on Social Media: Keys to finding “Insta” Success

Branding

Social media channels are a great way to stay connected. At the same time, there can be such an over-saturation of content on various platforms that it can be difficult to sort through it all. Even on a site like Twitter, with it’s feed platform, is experiencing some growing pains in figuring out the best way to insert sponsored content.

While it’s true that Instagram has evolved dramatically since being initially released in 2010, at least one main value holds true: strong visual content compels people.

As brands look to grow their Instagram following, a handful seem to be doing it right, according to this recent Contently article. Here are some of the reasons why they’re resonating:

Natural

National Geographic has been around for generations in it’s print form. While some longstanding publications have had trouble adapting to a digital and mobile landscape, @NatGeo has kept ahead of the times. They’re able to leverage the top-notch photography they produce and use it well on Instagram without coming off as overly promotional. When you know how to properly use awesome content, you’re in good shape.

Photo @ladzinski / Let’s face it, the desire to explore and see new places is something that burns inside of just about everyone of us. We’re nothing short of blessed to live in a world so big and abundant with beauty. My long time friend @sashadigiulian is a true born adventurer, always looking for that next great experience, new place to discover and how she can interact within it. She’s also one of the top rock climbers in the world, which is pretty handy when you see a climb as stunning and hard as this one seen here in South Africa’s #WatervalBoven. If you’re a fan of adventure then good news, @natgeoadventure just dropped on Instagram and it’s already charging. It’s an ever growing repository of photos and experiences from some of the top adventure photographers and athletes out there, it’s sure to be hot, check it out!

A photo posted by National Geographic (@natgeo) on

Candid

Vogue Magazine knows their audience well and they know how to provide content that their audience wants. By using their credibility, access and partnerships with top influencers to deliver info and images that no one else can, they’re able to offer a unique experience. @VogueMagazine is also really good at using Instagram to direct their followers onto their owned platforms, such as their website.

 

How @beyonce and @officials_c_ arrive at the #MetGala. Photo by @kevintachman. A photo posted by Vogue (@voguemagazine) on

Community

Many followers throughout social media want to feel a connection to the brands they follow. By regramming content from users and giving appropriate credit, @Mashable is really banking on digital word-of-mouth marketing to give them a personal touch. By making their feed more about their followers than about them, they’re able to build community that has an impact on everything they’re doing.

 

Irreverence

@ESPN has become a surprisingly polarizing force in the sports media landscape during the past decade. Some adore the network while others bemoan their focus on top teams and athletes. On social media however, their accounts have a consistently conversational sports fan feel about them, which is fairly in line with their SportsNation branding. Their Instagram presence is no different, highlighting the lighter side of the games we love.

 

Consistently Cool

New York Magazine has a sophisticated voice that showcases their influence in one of the world’s biggest hubs. Their Instagram, @NYMag, is promotional, but it is so in a way that compels readers to stick with them. Again, when you mix good content with good promotional hooks, you’re going to have a good combo on hand.

Need help figuring out the digital marketing mix for your brand? Contact us and we’ll get the ball rolling! (We’re admittedly not as good as the Pope at it, but we’re not bad!)

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Read the full article and see different examples on Contently here. 

 

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