Blogs of Interest

Blogging Site: Ask A Manager

Ask A Manager Logo

Type of Blog

This is a semi-professional blog. There are multiple posts throughout the day and a favorably sized engagement base. The site is not directly linked to any brand or company in particular, but is promoted by Alison Green, who is a private business consultant.

Purpose

The sites’ purpose is to create an open forum where employees of various companies can discuss questions about their career growth, development, and struggles with a business consultant and other users who engage in the blog.

What makes it unique

The site is spearheaded by a former manager and business consultant, Alison Green. She offers a safe-haven where users can post anonymously about concerns they are having in the workforce. She offers honest non-bias advice and even allows open-forums where followers can openly engage in conversation with one another. No topic is off limits as matters range from work related issues concerning family life, sexual harassment, inappropriate work behavior, references, etc.

How it reflects the brand

Ms. Green does not directly reveal the companies for which she has managed or consulted for. In turn, she is branding herself and her philosophies. She describes this as “I believe in being brutally honest with yourself – about what matters to you and how much, about what you can and can’t change, about how you’re going to respond to the things that you can’t or won’t change, and about reality in general. this is the recipe for a happy career and happy life.” Through building a community that follows her advice, she is simultaneously promoting her own expertise and reputation. This is detailed in her “About Me” section.

What drives traffic to the blog? 

The “Ask A Manager” blog drives traffic to the site through sharing techniques. There are direct links to follow her through Twitter and Facebook. On these sites, she cross references her blog topics and also offers other opinions and posts throughout the day. This only increases her exposure and adds validity to her advice.

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Users who follow the blog have created a user-organized Linkedin page. The community is compromised of 2,178 members, who have no direct affiliation with Ms. Green, but are a fan of her columns and advice. This is a private group and users must be admitted to join.

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There are options to subscribe with an RSS feed, email, to posts or to comments. She also includes easy to use links on how to ask a question, comment, or book mark a favorite post. She also includes a wide selection of options for users to share posts to their own media channels.

ask a manager shareAsk A Manager Sharing Options

Is it a successful blog and what is missing?

This is a successful blog. The content is original and users are proactive in engagement. Her open thread conversations generated upwards of 1,000 comments and her individual blog posts consistently create feedback and follow up questions.

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There are ample opportunities to follow Alison on multiple social media sites and for users to share content that is useful through their own media channels. Blogs are subdivided into categories that make content easier to find. Articles are followed by sharing options and suggestions on similar reading. This blog is ample for longevity as content will continuously be refreshed. New issues will continue to arise especially with the advent of new technology.

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The site could benefit from tags. There are no tags attached to any of the posts, this would further amplify her SEO strategy. The site could also benefit from outside references. Ms. Green could incorporate colleagues that she has consulted for that may offer outside and differing perspectives.

To incorporate integrated marketing, Alison Green could promote giveaways of her books through her social media channels that direct viewers to the blogging site to subscribe.

Are there advertisers? 

On the top and towards the side of the website there are paid advertisements. Currently, my screen is showcasing local jeep dealerships in the Carolina area. The advertisement is outside paid advertisement that is directly linked through the blogging platform that she utilizes. Outside recruiting companies would benefit from linking with this blog, as many users are seeking opportunities.

She also utilizes self publication, where books that she has authored and co-authored are promoted.

Ask A Manager Self Advertisement

Blogging Site: Oh My Veggies!

Type of Blog

This is a recreational blogging site that focuses on the vegetarian lifestyle. It is not directly linked to a brand or company and posts are on a daily basis.

Purpose

The purpose is to offer a platform where vegetarians can learn about meal recipes, meal preparation, and tips that contribute to their lifestyle.

What makes it unique

Oh My Veggies focuses on vegetarian meals that contain real ingredients. They do not publish recipes that are made from artificial or processed material.

How it reflects the brand

Their “About Me” page contains that, “Oh My Veggies is a vegetarian food blog with a focus on easy recipes with fresh, seasonal ingredients. We don’t do fussy, we don’t do complicated – our goal is to share delicious meal ideas that anyone can make, from novice cooks to experienced foodies.” This blog posts are a direction reflection of this philosophy as the recipes are natural, easy to follow, and easily prepared.

What drives traffic to the blog? 

Oh My Veggies is successful in linking their social media to the blogging and main website. There is a Twitter, Facebook, and Pinterest page that all incorporate recipes that are featured through the blog. All of their social media sites are actively engaged with daily posts and a significant following. Twitter ranks at 4,662 followers and Facebook carries 387,327 likes. Their Pinterest account is the most successful with over 163,ooo followers. This makes sense, as Pinterest is used as a platform to share recipes.

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Oh My Veggies also offers a “Potluck Community” where users can join and submit their own recipes. This in turn creates a loyalty to the site and establishes itself as a community for vegetarians to share ideas. They are shifting and allowing users to be the curators of content.

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Oh My Veggies also utilizes RSS feeds, subscription services, and sharing options after each article. Users are easily able to share recipes with their social media followers, which would increase the curiosity of those who are not familiar with the site.

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Is it a successful blog and what is missing?

This is a successful blogging site. Between the Potluck community and the active blogging page, there is an ample amount of material. The recipes are subdivided by seasons, holidays, allergies, time of recipe, and other options that allow users to easily navigate through an abundance of material.

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There is clearly a high level of engagement and interest in the community. Each recipe has comments and opinions regarding the recipes that are published. It would be interesting to gather how many subscribers the blog carries, as it is not readily accessible.

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Tags are missing from all of the blog posts. The site would greatly benefit from adding tags that relate to the meal concepts and vegetarian options. This would assist with those who are searching for specific recipes through search engines.

Their marketplace promotes giveaways with sponsored companies. It would be ideal to cross promote these giveaways through social media platforms or through subscription services.

Are there advertisers? 

There is a lot of advertisement incorporated into this blog! It is almost overwhelming. First of all, there is a great deal of push advertisement from companies like the Home Depot, Disney, and the Marines that runs down the side bar. This is obviously paid advertisement that is linked to the blogging platform.

There is also targeted advertisement that is intended to appeal to consumers of this blogging site. Companies like Amazon and Zoku offer product placement that would assist in meal preparation for many of the recipes. If one does not have a crock pot, no fear, Amazon does, and if you upgrade to Amazon prime you can get it the next day!

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Furthermore, there is also a marketplace incorporated into the website. In the marketplace, there are opportunities to purchase products from brands that Oh My Veggies promotes. Pop up coupons also appear throughout blog posts to further drive these companies. You can also purchase their cookbook through the marketplace and website, which features ready to eat meals from the freezer.

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Blogging Site: Rutgers Student Blogs

Type of Blog
This is a recreational blog. Multiple authors (who are students) publish on different subjects, on an almost daily basis. All blog posts are related to student life at Rutgers University.

Purpose

The purpose is to assist new freshman and current students at Rutgers University with issues concerning academics, student activities, recreation, sports, and other common topics that plague students around campus.

Multiple Blog Example

What makes it unique

This blog is unique, as it is told from the perspective of students at Rutgers. It is comprised of alumni, upperclassman, and freshman.

How it reflects the brand

Students are the heartbeat of any college campus. This blog is directly allowing students to speak out about issues concerning university policy and student life. The quality of student life directly reflects the appeal of the university. In theory, prospective students should utilize this blog to shape their opinions and influence admissions decisions.

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What drives traffic to the blog? 

In a search for “Rutgers Student Blogs,” this site is generated first. This is largely due to the fact that it is incorporated into the admissions site, which drives a great deal of traffic to the university. Second, the title of the blog is also “Rutgers Student Blogs,” so it is aptly named for students who may be searching for this type of content. All posts do a great job at incorporating a tag cloud of significant length, this in turn amplifies the SEO results. Furthermore, the site also offers an option to incorporate an RSS feed.

Rutgers Blog Tag Cloud

Is it a successful blog and what is missing?

Overall, this is not a successful blog. As Rutgers alumna, I would agree that the content is accurate and actually helpful. Many of the blogs also include external links to websites that share products or information that are useful to the subject matter. Being a freshman on a larger student campus can be overwhelming, so it is beneficial to have an advice column from students that have been through or are currently adjusting to problems. Having alumni advice offers solutions to age-old problems that we at Rutgers call the “RU-screw” that plagues all students. Incoming freshman may encounter different problems, as things change from year to year, so it is nice to have different perspectives.

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 Rutgers Post With Links

Generating a university-controlled blog has advantages and disadvantages. The content is naturally going to favor the university, as it is directly linked to the admissions site. However, those seeking more raw information, are more likely to read an off-campus blog, like Reddit.

This blog is lacking in user engagement. Most posts have no comments and there are only limited ways to share content. One option is through email, which is not synonymous with how students share information. There are also options for “kick-it!” and “DZone it!” Both are sites that I am unfamiliar with and furthermore, neither of those links are in service. The site would benefit from incorporating a widget with social media tools. Students would then share content that is useful, which would generate more traffic to the site.

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This site would also benefit from partnering with The Daily Targum. The Daily Targum is a university run newspaper that is heavily read by students at Rutgers. Blog posts could be incorporated into the student newspaper, which is published on a daily basis. Links to the blog site could also be incorporated into The Daily Targum’s website.

The primary social media handles of Rutgers University would also be able to share blog posts through the sites, as it is a university-sponsored blog.

Are there advertisers? 

The blog features no outside advertisement. Rutgers should partner with local businesses to offer advertisement or coupons for new and current students. This could include university bookstores, restaurants, and merchandise shops.

Advertisements

Skinnygirl Website Analysis

Bethenny Frankel’s webpage, entitled Bethenny, encompasses a lot of content. Upon entering the page, one is presented with multiple options including: food, lifestyle, business, relationships, Bethenny, Skinnygirl, and events.

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Bethenny Frankel and the Skinnygirl brand are an intertwined pair. Chances are, if you follow Bethenny, you are a fan of Skinnygirl products. These options range from nutrition, food products, alcohol, fitness equipment, books, and workout videos. She utilizes cross-promotion and product placement through her platform as a reality television star on The Real Housewives of New York City. Her social media platforms are readily available at the top of the website. Viewers can also search for products via their geographic location and subscribe to her newsletter with ease.

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Her digital team was effective in creating a mobile application for the website. The website is mobile friendly and easy to navigate. When entering via mobile, you can scroll through her updates by date of post that are then further subdivided into categories of interest. If the user does not want to scroll through the content, there is an option to select a category in the upper left hand corner of the site. Furthermore, her social media sites are linked directly through the application.

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Content is key to the success of any brand’s website. Users crave fresh content in order to stay relevant. At first glance, there appears to be an abundant amount of content due to the amount of categories and products. However, I would not agree that it is fresh. The most relevant media is the Instagram feed that scrolls at the top of the page. When the user digs into the articles, new ones have have not been published in many categories since June or July. Her most recent publication was Labor Day, which is now over two weeks old. There have certainly been opportunities to create content around the start of fall, beginning of football, and back to school.

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Bethenny Frankel and the Skinnygirl brand incorporate both push and pull marketing techniques to reach consumers.

Push Marketing

According to “Push Marketing” featured in Marketing-Schools.org, push marketing is exemplified when, “Push advertising tries to push products towards customers using big ads and attention-grabbing claims to put products right in the minds of customers.” This technique is utilized through push emails, billboards, and national television commercials – all strategies that the brand utilizes.

Tour Bus Through New York City
Tour Bus Through New York City (source)
Taxi Advertisement Miniature Billboard
Taxi Advertisement Miniature Billboard (source)

Featured National Television Commercials:

Pull Marketing

According to “Pull Marketing” by Marketing-Schools.org, “Pull marketing is any method a company uses to generate demand for a product.” Furthermore, “Modern pull marketing uses various channels to generate interest about a product or company, encouraging customers to seek out the product or company on their own.”  Skinnygirl’s greatest ally is the health and fitness world. Bethenny Frankel and the Skinnygirl brand are often featured in magazines such as Shape, Women’s Health, and Cosmopolitan. These are all platforms that many women study religiously to seek health and fitness advice.

Skinnygirl's Shapewear Line Featured in Shape Magazine
Skinnygirl’s Shapewear Line Featured in Shape Magazine (source)
Shape Magazine Directs Customers on Where To Buy Brand
Shape Magazine Directs Customers on Where To Buy Brand
Shape Magazine featured her nutrition bars in 2012's Top 34 best snacks
Shape Magazine featured her nutrition bars in 2012’s Top 34 best low-call snacks (source)
Bethenny Frankel is a contributing editor for Health Magazine, where her products and articles are often featured
Bethenny Frankel is a contributing editor for Health Magazine, where her products and articles are often featured (source)
Bethenny Frankel and her products featured in Forbes Magazine
Bethenny Frankel and her products featured in Forbes Magazine (source)

Her website also pulls in site viewers through contests. Contest like the “Skinnygirl Summer” giveaway would entice loyal consumers who already love the brand and those who may be curious to try the products.

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Her marketing techniques are often so successful that it is difficult to distinguish between push and pull marketing. This is demonstrated through the product scroll at the bottom of the website. Website viewers are “pulled in” to explore all product options, but the brand is simultaneously “pushing” content to the viewer.

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Successful Features

As discussed in lecture, “brands live in the hearts and minds of the customer, not on the side of the package.” One of the biggest keys to a successful Integrated Marketing Campaign is creating a consistent brand identity. Although, her website offers room for improvement, the layout is successful in breeding brand loyalty and maintaining a similar voice. Aside from product placement, the website reads more like a magazine and lifestyle advice column. This is displayed in the four key elements discussed in lecture as: brand personality, voice, tone, and imagery.

Brand Personality: Bethenny is known for her quick wit, humor, impromptu responses, and often politically incorrect statements. Her website is a synonymous reflection of her own personality.

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Voice: Bethenny Frankel uses her brand platforms as a champion for women. This is evident throughout her website. As a single mother, she understands the value of hard work and the time constraints that many women face in balancing family, work, school, and life. She often shares valuable insights on how to advance in the workforce, recipes that are quick and simple for homemade meals, and simplified workouts. She often promotes brands that are not related to her own, but ones that she feels would relate to the people that follow her mantra.

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Tone: Bethenny Frankel utilizes humor, strength, and often pokes fun at herself to bring up her followers. She is relatable and straightforward, but never condescending. She allows her readers to see her weaknesses to show that it is okay to fail and how to build from there.

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Visual Imagery: The website is consistent with social media platforms in image content. Bethenny utilizes similar photos and diction throughout all sites to create a similar perception. There is room for improvement in using a similar color scheme. The Skinnygirl brand relies on red, black, and white. These colors should be utilized in all platforms.

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I would like to see a greater effort towards integrating all forms of media. Her website does offer social media sharing buttons, widgets to share articles to social media sites, and a scrolling Instagram feed at the top. But there is definitely room for improvement.

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Her website could benefit from a Twitter and Facebook live feed. Especially since Twitter is one of her most frequently used platforms. Since her articles are not constantly updated, this would create a perception of fresh content. Furthermore, her personality would also align well with a blogging platform. Her followers would take interest in her daily eating habits, workout routines, and opinions about current events.

Although her website and social media platforms exemplify synergy, “an interaction of individual parts that results in the whole being greater than the sum of those parts (source lecture).” There is a lack in consistency with content. As exemplified below, if one were to examine the first couple of posts on Instagram, Facebook, and Twitter, the content is sporadic and not consistent. The posts should align with one another to create a sense of uniformity. Her sites would also benefit from more giveaway contests that are cross-promoted through all platforms.

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According to an article in Entrepreneur  “How Reality Star Bethenny Frankel Achieved Brand Success,” Adam Callinan credits Frankel’s success to the relationship with her fans. “Frankel realized early on that if she remained completely open and honest with her audience about absolutely everything, they would follow her purely out of the trust that was built.” After researching her website, this is evident. She is honest with her fans about her strengths, weaknesses, and struggles. She furthers these points with offering advice on how to overcome adversity and build inner strength. This is the key behind her brand. Callinan continues that, “This brings up an important lesson for all businesses, and particularly newer ones. You absolutely must remain true to yourself and to your brand from the very beginning, and if you do this effectively, you might just find yourself in a situation where your audience — or customers — will follow you anywhere.”

Sites Utilized: Bethenny Website, Bethenny Frankel Instagram, Facebook, Youtube, Pinterest, and Twitter feeds.

The Skinnygirl Brand Post

Bethenny Frankel & The Skinnygirl Brand

About Miss Frankel:

Bethenny Frankel, as seen on Instagram, graduated from the Natural Gourmet Institute where she specialized in creating healthier food options, according to her biography in People Magazine. She continued to gather national attention after her appearances on The Apprentice: Martha Stewart and The Real Housewives of New York City. Much of Bethenny’s inspiration for the Skinnygirl line was due to eating disorders as a child, the article claims. She is quoted as saying, “I was owned by dieting. I hated myself. I was completely obsessed and consumed.” This reasoning promotes why her brand is associated with healthy-choice eating rather than dieting supplements. As referenced in lecture, a vital part of integrated marketing is to establish a purpose for the brand. The Skinnygirl brand exemplifies that their passion is to help other women achieve a healthy and balanced lifestyle in all aspects of communication.

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Skinnygirl Alcohol and Food Products

The Skinnygirl line originally launched with low-calorie cocktails. The Skinnygirl Cocktails website claims their mission is to, “bring you all the cocktail options that you want, without the extra calories that you don’t.” The line launched with the Skinnygirl Margarita, the company’s signature drink. In 2011, Frankel sold the company to Jim Beam, where they continued to expand on selection. Since then, the line has expanded to flavor-infused vodkas, wine, and pre-made cocktails such as mojitos, cosmopolitans, sangria, and flavored margaritas. These are sold in local grocery, ABC stores, and retail stores across the country.

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The Skinnygirl line places a major emphasis on the promotion of healthy-eating. Bethenny’s website does a great job at promoting recipes through her blogs. The food recipes are updated and aligned with upcoming holidays or life events (ex. Labor Day weekend, back to school, holiday parties). These recipes generally feature simple ingredients, are easy to follow, can be shared via social media, and leave room for comments. The blogs are excellent for encouraging two-way communication to allow the audience to comment and share their ideas on her products and recipes.

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These recipes are also further promoted through her line of books. According to Barnes and Noble, several of her books include recipes such as Naturally Thin, Skinnygirl Solutions, The Skinnygirl Dish, and The Skinnygirl Rules.

As stated in lecture, much of the success of a brand is correlated to the brand’s personality. Bethenny Frankel’s greatest talent is in her ability to cross-promote herself and her product line. Miss Frankel has a cult-like following, who relate to her personality as an independent and out-spoken single mom. Her comments are often quick witted and relatable. This humor is demonstrated in each part of her brand’s domain. The voice and tone of the brand is relatable and speaks to customers as if they were friends. The experience is paralleled to being just another “one of the girls.”

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Her website is used as her primary hub to navigate all of her product lines. From the main webpage, users can scroll through lifestyle, food, relationships, Skinnygirl products, business, and event blogs. Her website relates more to a community platform rather than a business model. Her marketing tactics are subliminal and often include personal advice. She is unique in her ability to relate to her consumers as an individual rather than a television personality. Therefore, she can offer suggestions and advice while simultaneously marketing.

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Cross Media Promotion

Bethenny Frankel and the Skinnygirl brands are very actively engaged in social media. Her social media channels include Facebook, Instagram, Pinterest, Twitter, and Youtube. She often references her own product line in her posts and demonstrates how it can be used. She engages with her audience by retweeting messages and responding directly to questions asked.

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Bethenny Frankel has built an empire through the Skinnygirl line. The abundance of platforms including The Real Housewives of New York City, her books, and social media channels align to achieve ubiquity for the Skinnygirl line. Followers of the brand devote themselves to her mantra of making healthy eating decisions, without dieting. The Skinnygirl line expands to include workout videos, nutrition supplements, beauty supplies, food products, alcohol. The brand promotes a lifestyle adaptation with products that can be used everyday. Her products are fairly priced and can be purchased from most grocery and convenience stores. The accessibility and mission statement that she promotes in her brand create a vision that promises that each girl can be a Skinnygirl.

Classic Marketing & Social Media Marketing

Scheduling Marketing: Long-Ranging verus Spontaneous

To be successful in the field of marketing, companies should strive to blend both traditional and social media. In an Adweek article, Tom Doctoroff, CEO of JWT Asia Pacific, explains that, “our goal must be to align yin and yang – or “top down” (broadcast) and “bottom-up” (interactive) platforms. When digital and traditional creative are conceived separately, brands lose focus, which confuses people.”

Doctoroff continued that, “marketers spend more than $250 billion a year on broadcast advertising.” Although most of us are consumed in our social media realms, we are continuously surrounded by traditional media. This ranges from product placement in television shows or movies, billboards, print media, and high profile television advertisement. The influence is often so subtle, we are unaware of its impact.

Traditional media can be a costly, time-consuming, and a tenuous task. Companies risk wasting years and spending millions on a campaign that doesn’t resonate. However, if one finds success, traditional marketing can make a lasting impact. Budweiser’s Super Bowl campaign is one of the most effective forms of a classic marketing strategy. According to USA TODAY, in 2015 this became “three in a row for Anheuser-Busch and the 13th time in the past 15 years that Anheuser-Bush has won USA TODAY’s Ad Meter ranking of all the ads by a consumer panel.” This is through a combined “61 commercials that cost advertisers up to a record $4.5 million per 30 seconds of airtime.”

Budwieser maintains a strong traditional media strategy by continuing a successful storyline. During a Social Code interview, Senior Digital Marketing Manager for Budwieser, Chris Jones, said they found success in following “the emotional message of true friendship, and it created a lot of positive customer sentiment.” Budweiser’s kept their signature Clydesdales, while introducing a new puppy character to their brand. Through building on positive emotion, customers were able to recognize Budweiser in the same light. I know i’m not the only individual who teared up during their Super Bowl commercial!

The “Lost Puppy” commercial garnered enough success for a successful campaign, however, Budweiser was effective in continuing the conversation through social media. As shown below, the Twitter post generated over one million views. Jones continued that, “we knew there was an opportunity to scale activation and evolve this into a 360 campaign, which we did with the addition of robust influence strategy, retail components, and other elements.” If traditional and social media are simultaneously intertwined, there is an opportunity to engage conversation far longer than a 30-second commercial. Dialogue increases the brand’s value and reputation.

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Spontaneity, on the other hand, if used in the proper context and diction can be refreshing. In the moment messaging is commonly distributed through Instagram, Facebook, Twitter, and other social media outlets. Compared to traditional marketing, spontaneous marketing does not allow for planning. A company can run the risk of an ill-timed message, improper language, or a rushed product, which can damage a brand’s reputation. However, if done properly spontaneous messaging is real, authentic, and often times the most connected with the consumer.

In 2014, Beyonce released her new album via Instagram without any prior notice or strategic marketing. According to Forbes, the album “sold 828,773 copies worldwide in just three days. That marks both the largest single week ever in the U.S. iTunes store, and iTunes’ fastest-selling album ever.” Her strategy was different than most album releases. Companies typically spend months and millions of dollars on promotion. Her strategy required no funding. The shock factor also compelled those who were inquisitive to buy the album, share their purchase, and talk about it through social media platforms.

Surprise!

A post shared by Beyoncé (@beyonce) on

Direction of Communication: Unidirectional versus Bidirectional/Dialogue

For any relationship to be successful, a two-way communication strategy needs to be followed. Classic marketing relies on top-down messaging, which is no longer effective. Customers do not want to be force-fed information or rely solely on the voice of a brand. Consumers want to be engaged through social media channels, including Twitter, Facebook, Instagram, Yelp, Pinterest, etc. Their opinions should be included in product design, improvement, customer service, and all decisions involving marketing. The company’s voice should parallel that of the customer.

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The Twitter account for Jeep represents a classic form of communication. Jeep has already established a brand that is built on handling rugged terrain and adventures. Their Twitter account reinforces this reputation, but their account does not resemble a personalized experience. Jeep is missing an opportunity to engage an audience of Jeep lovers who thrive on sharing their experiences.

For the upcoming Labor Day weekend, Jeep chose to post an image related to canoeing. Jeep should have used this opportunity to ask fellow Jeep owners to share their Labor Day adventures, since the holiday is built around beach trips, camping, and mountain travels. A huge part of owning a Jeep is sharing adventures and building a story within a community. There is an opportunity to build a narrative.

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Reebok and Burt’s Bees are two companies that directly engage in social media with their customer base. They are direct in answering questions, assisting in finding products, and addressing concerns. Most questions that are posed to the brand are answered within a reasonable amount of time, therefore, the consumer does not feel ignored. Furthermore, as demonstrated in the Reebok example below, the brand is also asking follow up questions, which compels the consumer to share more thoughts. This not only personalizes the brand, but solicits direct feedback from the consumer.

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In theory, engagement humanizes a brand. Consumers develop a relationship which leads to brand loyalty. Two-way engagement encourages conversation and dialogue. In turn, this promotes an increase in customer service value. After a relationship is established, companies can promote products without appearing forceful. Product placement becomes a friendly recommendation rather than a corporate payout. Consumers suddenly are grateful to have the suggestions of Burt’s Bees on their next travel adventure. They are no longer a company, but in their network of trusted sources.

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