Social Media and Brand Management

           Many brands are using social media to engage with consumers; by creating conversations with consumers the brand is able to stay relevant and receive valuable feedback.  Facebook makes it easier to track how a brand in preforming in relation the consumer.  Brands are able to purchase tools, such as the EdgeRank Checker, PageLever and Alerti.
           The EdgeRank  Score only cost the company 15 dollars allows brands to use the Facebook algorithm to identify how effective the brand will be in reaching consumers. Currently brands are only reaching the consumers news feed 17% of the time they brand posts.  EdgeRank also provide companies with tips on creating post that are most likely to increase the companies ROI. This will help the brand leverage the organic SEO of Facebook, for the brand.
           PageLever is an analytic tool much like that of Google analytics’.  PageLever is able to identify where people are coming from and where they are going when they visit the brands page. It also provides detailed information about who these consumers are such and gender and location. This information helps a brand accurately target the consumer as well as understand KPI (Key Performance Indicators). PageLever is costing companies about $100 a month.
            Alerti is a good way for companies to monitor their brand using social media. With companies being talked about in many different conversations, Alteri allows the brand to stay aware of what is being said. This is kind of like a Google Alert which filters the brand name and sends the conversation to you, however Facebook has improved this concept by identify the most popular conversations. This is helping the brands filter feedback and quickly identify a problem, Alerti also allows companies to repost what consumers are positively saying about the company.

          These tools that Facebook provides brands with can be invaluable, from helping the brand understand more about social media, to possibly alerting them to a PR crisis. Brands should invest in these tools to manage social media conversations, the cost of the tools is insignificant compared to value that social media has provided companies with.

Yum Brands Sponsor Kentucky Derby

             This year’s Kentucky Derby was sponsored by Yum Brands, the parent company of, Kentucky Fried Chicken, Taco Bell and Pizza Hut. Many people are familiar with the food companies themselves, but do not know about the corporate name “Yum Brands”. In order to create awareness of the large corporation they sponsored the Kentucky Derby, the Yum Brands logo could be seen on the starting gate, on the back the jerseys of horse taxis, and around the track.
            The sponsorship has been in effect since 2005 and will go through 2015. The total cost of the sponsorship cost Yum Brands just over 1 million dollars per year, less than half the price of a 30-second Super Bowl ad. Chief Spokesman for Yum Brands, indicated in an interview that the corporation did not expect to see an increase in food sale, but rather an increase in stock price.

            Yum Brands, leveraged the sponsorship by having commercials featuring their restaurants, and explaining the brand air during commercial breaks.  This seems to be a relevant sponsorship, reaching those who have money to invest into the stock market. I feel that because one of the companies Yum Brands owns is Kentucky Fried Chicken the sponsorship is also very fitting.

Integrate Lowe’s into the South

             Hart of Dixie is a CW original show about a female doctor from New York City, moving to the small town of Bluebell, Alabama in order to pursue her dream of becoming a cardiologist. Bluebell is much different from the big apple, and one example of that is the citizens of the town like to keep up appearances by keeping their yard in tip top shape.
             The target audience for Hart of Dixie is people from the southern states, who tend to identify more with the show. Lowe’s has associated itself with the show, because of the relevant target audience which is likely to have yards to maintain and springtime projects for around the house.  Using characters from the show to endorse Lowe’s products improves the chance for people to pay attention to the commercial.

          Lowe’s has also integrated in to CW’s Hart of Dixie website, presenting the full episodes that are aired on the internet, and also showing the Springtime in bluebell commercial during commercial breaks, the website also has banner ads that feature Lowe’s.

Autism Speaks with PR

April 2 is the Annual World Autism Awareness day, this day is promoted in order to create awareness of autism. Autism speaks is a non-profit organization dedicated to creating awareness and educating the public about autism.  In order to create awareness Autism speaks is trying to adopt blue as the signature color for autism, the organization hopes that by adopting a color promoting awareness will be more effective.

            This year on April 2, 2012 Autism Speaks had its most successful day for their Light It Up campaign. The goal of this campaign is to shine a light on Autism; this is done by getting buildings all across the world involved and to light the buildings with blue lights.  These blue lights are intended to get the public talking and interesting in autism.  This year Autism speaks over 3,000 buildings in 600 cities across 45 different countries participated in the Light It Up campaign. Creating awareness and raising money for the foundation.

The light it up campaign gained a high level of exposure for Autism speaks on a worldwide level. Buildings that participated in the event incurred the cost, making this a cost effective way to spread the message. This campaign received unpaid exposure through PR, on television networks such as ESPN, ABC news and also on syndicated radio.

Look at the Billboard NOT your Phone

            Parkview Health is a non-profit health system with a mission to improve the heath of the communities in which they serve. Recently Parkview has become an active participant in the fight to keep drivers from texting while driving. Parkview has founded the “don’t text & Drive” public service campaign, with has a simple Parkview’s “Don’t Text & Drive” public service campaign to help save lives by raising public awareness of this simple message.

            Your risk of having car crash increases 23 percent when you read of send a text message. Parkview is concerned about these high numbers therefore they have placed billboards that are located on the nation’s busiest highways that read, “Text. Drive. Crash.”.  These billboards are to reinforce the dangers of texting and driving; with relevant placement drivers are more likely to pay attention to the message.

Mad Men Ad Causes Controversy

              As advertising professionals we need to be aware of how advertising can affect those who see it. I feel that the recent Mad Men ad has negatively shined a light on the advertising industry. The ad was placed on the side on three building in New York City, featuring a white background and an image of a falling person. This image is played at the beginning of the Mad Men show, and is meant to be the make character falling to his demise, because of being overworked and unethical.

            This Mad Men advertisement has become controversial because of its media placement.  The image on a falling man on the side of a building reminds New Yorkers of the falling man who jumped to his death from the World Trade Center during 9/11. This controversy could have been avoided if the ad was placed on a billboard instead of the side of a building.  Some have suggested that this placement might have been planned to cause controversy, in order to create a buzz about the show. I myself think that as professionals we should be respectful people and their feelings and not use a negativity to create desired results.

Where to place my Cupcake?

Mr. Spriggy Cupcake and the cupcake crew have targeted the Austin, Texas cupcake lovers.  Mr. Spriggy and his crew have placed a junior sized billboard right by one of Austin’s well know cupcake stores, Hey Cupcake! This placement reaches consumers who are interested in cupcakes while they are thinking about cupcakes.

I thought, “That is such great competitive advertising,” when I first saw the billboard; but after a little research I realized that Mr. Spriggy is not a cupcake store it’s actually an expansion of Hay Cupcake! The cupcake store has expanded, by using cupcake inspired characters to sell merchandise. Mr. Spriggy and his crew are the inspiration of the merchandise, and five percent of the profits go to national and local charities that the cupcake characters sponsor.     

This placement is ideal, to reach the target market. Austin families who have the discretionary income to purchase 3 dollar cupcakes are likely to purchase merchandise from the website knowing that the money goes to a good cause. Children are likely to visit the website multiple times to see their favorite characters preform.