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Viewing posts categorised under: Branding

YouTube: Taking a Brand’s Online Marketing Strategy to the Next Level

by BIGfish

branding marketing public relations social media

Back in January, we wrote a blog post arguing why brands should extend their online presence beyond Facebook and Twitter and into the YouTube realm in order to effectively reach online consumers. As the most used site among online consumers and the second largest search engine in the world, YouTube is an untapped gold mine for brand managers and marketing professionals alike who are looking to create user-friendly and engaging content and brand recognition.

yt - 1

Despite YouTube’s popularity with consumers, many brands are still overlooking the opportunity to maximize YouTube’s full potential by neglecting to apply basic search strategies to their videos. To help inform brands on how best to utilize and improve their YouTube content and marketing, we’ve compiled a list of services available to complement a YouTube strategy: VidIQ: VidIQ is a start-up company, backed by well-known businessman and entrepreneur Mark Cuban, that offers tools to enable companies to monitor and manage their videos and apply SEO techniques to help videos rise in the search rankings. VidIQ features a primary SEO toolbox that encourages users to add more keywords to their videos. In addition, the toolbox provides guidance on the best time to publish new videos. Similar to what Hootsuite does for Twitter, VidIQ gives users analytic tools as well as the ability to monitor comments and buzz about videos. VidIQ offers a free self-starter package that includes: 1 channel, 1 user, video scheduling, Facebook app, basic analytics and bulk description editing. Users can also opt to upgrade to the Enterprise package for a higher cost, which includes multiple channels, multiple users, advanced analytics, bulk description editing and more. Unified Social: Similar to VidIQ, Unified Social is a marketing technology company that assists brands in activating their social audiences and impacting consumer actions. Unified Social features a unique Social Operating Platform (SOP) that helps brands oversee and manage their advertising across several social channels, including YouTube. The SOP offers data management, data security, portability and enterprise-wide services for social marketing. Think of the SOP as a large data warehouse that allows you to store, manage and organize information from YouTube, as well as your other social media channels, onto one platform. Interested users and brands must contact Unified Social for specific pricing options. Raven Tools: Raven is a company that provides brands with the tools to connect their YouTube accounts with their Raven account so that they can better monitor and evaluate their YouTube videos. Specifically, Raven Tools allows you to oversee your YouTube channels by: viewing quick statistics of subscribers and channel views, seeing advanced stats and exporting your YouTube channel data. There are also reports available with page views, time spent on site and lastly, Google Analytics goal conversions from YouTube referral traffic. Raven offers a free 30 day trial that encompasses unlimited Twitter, Facebook and YouTube accounts, customer support, 10 social media monitoring terms, analysis and more. There is also a pro package for $99 dollars a month and an agency package for $249 dollars a year, both of which are extended versions of the starter package. Recommendation: For brands looking to maximize their potential on YouTube, VidIQ is the way to go. VidIQ’s tools are designed specifically to help users improve their YouTube search rank,  giving brands the opportunity to utilize SEO techniques and analytic tools in order to improve their overall presence on YouTube. The increased availability of tools like VidIQ, Unified Social and Raven demonstrates that it is not enough for brands to simply produce engaging YouTube content. Brands must go beyond content creation and take an analytic and strategic approach to their YouTube videos in order to create a comprehensive online marketing strategy.

#TwitterHack2013: The Week of Brand-Hacked Twitter Accounts

by BIGfish

branding marketing public relations social media

Burger King was the topic of conversation amongst social media aficionados yesterday after hackers took over the brand’s official Twitter account. On a slow President’s Day, the story quickly garnered lots of attention, with blogs and newspapers ranging from the Wall Street Journal to the Boston Globe reporting on the hack.

Mandatory “lessons learned from the Burger King Twitter hack”-type posts followed suit, and by mid-afternoon today the entire episode was fading away. Then this happened: jeep-twitter-takeover-full Another brand’s official Twitter account - this time Jeep’s - was hacked, seemingly by the same person. The media jumped on the case once again, with attention-grabbing headlines like this one from Gizmodo: “Exclusive: The Burger King and Jeep Hacker Is Probably This DJ From New England.” Just minutes later, the Twitter accounts for both MTV and BET appeared to have been compromised as well. But according to AdAge, the MTV/BET hack was “merely a joke following up on the Twitter account hacks of Jeep and Burger King.” So, here comes the inevitable question numerous have already addressed: what should social media managers take away from Twitter’s recent events? Here are our thoughts:
  1. Remember your brand’s reputation. Luckily for Burger King and Jeep, it was immediately apparent that their Twitter accounts had been hacked. No one thought for a second that these well-established brands would take to Twitter the way the hacker(s) did. It was obvious that the accounts had been breached, so the brands’ reputations weren’t truly damaged.

 

  1. A sense of humor is key. Burger King chose to make light of the hack by welcoming their new followers (the fast food chain gained approximately 30,000 in one day). McDonald’s tweeted a cheeky claim of innocence - and Cadillac did the same. Like Oreo’s clever Super Bowl tweet, a smart quip gives brands a unique chance to engage with their audience.

 

  1. Just don’t take that sense of humor too far. Although some may praise MTV & BET for acting quickly in response to the second Twitter hack in 24 hours, others will likely feel duped and annoyed that the accounts pretended to be hacked. It’s extremely important to be honest and transparent at all times; you don’t want to become known as “the brand who cried wolf.”

 

  1. Look on the bright side. Dozens of articles will be written about these brands in the next few hours - on top of the dozens that have already been published. Burger King and Jeep will likely also continue to gain followers as a result of the hacks, and people will be keeping a close eye on Twitter to see what brand will fall victim next. In the end, a simple Twitter hack isn’t going to hurt anyone - it just gives us social media enthusiasts one more thing to analyze.

Brand Bowl 2013: A Slam Dunk in the Dark

by BIGfish

branding graphic design marketing public relations social media

Super Bowl XLVII was arguably one of the most entertaining games in recent history. It had pretty much everything a viewer could ask for: a pair of animated coaches who also happen to be brothers; a great comeback by the 49ers that had everyone on the edge of their seat; a fabulous halftime show brought to you by the Queen B herself; and a 35-minute blackout to boot. So yes, all that was great - but as marketers, we’re here to discuss more than the entertainment factor. Which advertiser won this year’s Brand Bowl? During this year’s game, brands chalked up $3.8 million for 30 seconds of precious airtime. Despite being the most expensive ad buy on television, according to the Wall Street Journal, “buying a spot during the big game may be the most efficient play on Madison Avenue.” Well, Madison Avenue certainly learned a lesson about “efficient plays” last night as the power of social media proved itself. Shortly after the now-infamous blackout began, Oreo took to Twitter with this clever message: oreo In a move that resulted in more than 15,000 retweets and coverage from dozens of outlets ranging from The Today Show to Forbes to the Huffington Post and beyond, Oreo won the Brand Bowl without spending a penny. Several other brands apparently had a similar train of thought and quickly posted blackout-themed tweets as well, but Oreo had already won the race. The episode raises a valid question: will social media marketing eventually overtake traditional advertising, or is it simply a nice way to complement traditional ads when the opportunity presents itself? We’re not predicting that Super Bowl ads will become any less important (or expensive) in the near future, but Oreo’s tweet proves that brands can -- and should -- use social media to their advantage. In a world where marketers are constantly connected, events like last night’s blackout present a gold mine of opportunities for brands to engage with their audience directly. Oreo acted quickly, and it paid off - a slam dunk in the dark.  

Consumer Facebook Study

by BIGfish

branding marketing

By: Priscilla Patterson

CMB Consumer Pulse conducted an independent research study supported by Constant Contact to explore how consumers interact with brands on Facebook, which is the most popular platform for brand interaction (34% Facebook – 4% Twitter). Data was collected from 1,491 consumers, age 18+, in the United States (52% of this audience spends at least one hour a week on Facebook) and here’s some of what they said:

  • Your fans will market for you. Engage your current fans and they’ll spawn new fans all on their own!

o   56% of fans say they’re more likely to recommend a brand to a friend after becoming a fan.

  • Your fans can make you money. Don’t make your page a real-time commercial, but occasionally mention your products to remind your fans what they “liked” in the first place!

o   51% of fans say they’re more likely to buy a product since becoming a fan (especially fans ages 50 and up).

  • Your fans are loyal. Gaining fans is the hard part, but once they “like” you they’re yours forever!

o   76% of people have never “un-liked” a brand. (Fans over age 35 are even more likely to stay fans.)

  • Your fans are real. Users aren’t just randomly hitting the “like” button when they feel like it, they put genuine thought into the brands they “like.”

o   78% of people who “like” brands on Facebook like fewer than ten brands.

  • More than half of your fans are already customers. Remember to balance your content to appeal to those who are new to your brand and those who have been your fan for years.

o   58% of users “like” a brand because they are a customer.

  • Your fans love a discount. More than half of users “like” a page for discounts, so it’s important to occasionally run promotions to keep them interested!

o   57% of users “like” a brand to receive discounts and promotions.

BIGfish in a Big Canal

by BIGfish

branding cleantech graphic design public relations technology web design web development

When a client invites you to Panama to go swimming with their fish as a kick-off marketing meeting, a lot of things come to mind: first - a kick off meeting in bathing suits?...Not your average business trip. We quickly discovered that we were in for some interesting experiences, and a little fun too!

Open Blue Sea Farms is an offshore fishery of all-natural Cobia based in Panama. For this unconventional meeting, BIGfish set off to the Central American country to visit Open Blue’s facilities and learn about the Company through an extremely up close and personal experience. DAY 1 - Visit to the Fishery The drive to the fishery was a little over 2 hours through the long, winding streets of the rainforest. We conducted our initial facilitation meeting in the car while driving past cattle, dogs, chickens and several other wild animals. Again, not your average meeting. Once at the hatchery we were lucky enough to experience the entire operation from Frye to 150 pound, full-grown Cobia.

The hatchery

The fishery net 8 miles off the coast of Miramar, Panama. This net holds up to 30,000 full grown fish with plenty of room to spare.

This day was incredibly productive and our eyes were opened to so many new things. We learned a lot about Open Blue, what it stands for and how it operates. It is working towards fulfilling the industry standard of delivering consistent amounts of fish with ever increasing mouths to feed while still doing what's best for the environment, the local community and of course, the fish. It is an impressive operation working towards an admirable goal that we were lucky enough to experience first-hand. After hours of driving and exploring, the team was exhausted and we settled back into the city for some rest, eager to see what this country would have in store for us tomorrow. DAY 2 - Kevin the Tour Guide The next day we were fortunate enough to explore some other areas of Panama. We hired a tour guide, Kevin (who's real name is Earl but Panamanians have a hard time pronouncing it), who was able to provide us with some amazing insights into the Country and take us to some real cool places. Of course, we started with the Canal.

The Panama Canal - Lock #2

View of The Old City where the Presidential Palace resides.

After our day was complete we were tired but in awe of the amazing places we had just explored. In addition to the Canal and its accompanying museum, we drove through the old US military base where John Mccain grew up and went to high school. We took in a breath-taking view of Panama City and The Old City from an elevated location where a huge Panamanian flag flies. We shopped at a craft store full of genuine gifts handmade by native Panamanian Indians. We ate a late lunch/early dinner next to the Presidential Palace in The Old City. We drove by disco alley and Frank Gehry's new masterpiece - a soon to be museum in Panama. Finally, we drove on the causeway that was built with the displaced dirt from the Panama Canal which we took to an island off the coast of The Old City and snapped some photos of the beautiful yacht club at the mouth of the canal. All in all, Panama is a beautiful country. DAY 3 - Monkey Island The final day, before heading to the airport, we made a stop at Monkey Island. We took a small boat onto the Canal towards the Island where we saw some beautiful (and mischievous) monkeys!

Jess, Kevin (our wonderful tour guide) and Meredith taking in the view.

White Faced Monkeys on Monkey Island in the Panama Canal

Next, we headed to the airport, tired but stunned at the amazing country of Panama and the awe inspiring operations of Open Blue Sea Farms. Who knows, we may just need to take a closer look sometime soon. ;)

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