Online Influencers

Online influencers were an incredible phenomenon. I say were because since the airing of the 60 Minutes piece The Influencers in 2012, people have worked to become an influencer, rather than it happening naturally as it was early on. The influencers that 60 Minutes interviewed, with the possible exception of Kim Kardashian, were just on social media having fun and their kind of fun drew lots of followers and attention thus leading the advertising industry to them to get to their followers (demographic).

With influencer marketing you will notice marketing that appears to be real life. A Dunkin Donuts  “ad” doesn’t look like a traditional ad, it has an on the fly appearance, and indeed may have been done on the fly. This is important as ads that look likes ads could turn away the demographic from the influencers and thus removing their status as an influencer.

Influencers play a very unique role in the marketing industry. A marketing company can’t have just any influencer market just any product or you’re back to possibly loosing their followers. It is important that the influencer stay with products that are targeted to their demographic and done in the manner the influencer already has established.

Younger (under 30 yrs) demographics have a clan mentality, they want what others their age want, they are easy to influence if met as a friend or have made a connection with them that bring them into your circle of influence. This is the key to influencers, they have a large circle of influence.

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Changing Direction Against the Wind

It is often difficult for a company to change the direction customers conversations that are taking place regarding the product they sell, Whirlpool is no exception. In 2014 Whirlpool set out to change the conversation by trying to remind people of the value of Whirlpool appliances in the care of their families and people in general. Through the use of a website and social media platforms Whirlpool continues to post to this day videos, pictures and stories about #EveryDayCare.

Touching posts, ads and videos opening peoples eyes to the deeper “why” of doing laundry, washing dishes etc. has had an impact on people who might not have even been in the market for new appliances. Granted Whirlpool’s sales rose 6.6% in the first six months after the campaign started, so certainly they can claim success on the sales side. All of this increase in sales couldn’t have happened with out Whirlpool being very knowledgable about their target client; Parents with young kids (65,7%), mainly mothers (76%) aged between 30-50, with an average income. Whirlpool didn’t stop there! They figured out the music the target audience was most likely to listen to, TV shows they watch and the most popular influencers. It is possible Whirlpool knows these folks better then they know themselves. Knowing the target consumers so well allowed Whirlpool to reach them with messages that hit home with them.

Whirlpools use of Facebook to reach out to and interact with has been overall effective, with 246,489 followers on their Facebook page. Though reading the page tells the story of how hard it truly is to change a conversation. To this day two years after the #EveryDayCare campaign started Whirlpool is still receiving angry comments about their customer service, poorly made appliances and other complaints. In fact almost every post Whirlpool makes get complaint/negative comments. Every negative comment receives a response (though they appear to be very scripted) and not always very well thought through (see example below).

Whirlpool is currently getting a lot of positive feedback via Facebook regarding the program started in 2016 to put washing machines in schools. Personal stories are being shared, people are reaching on behalf of their schools and the videos about this are being viewed in the hundreds of thousands and shared.

Whirlpools use of Pinterest on the other hand has been lackluster with under three thousand followers and only 5 boards set up (minimum of ten is recommended), with only a few Pins in each.  Doing a quick search of Whirlpool washers on Pinterest shows that others are Pinning about Whirlpool, though Whirlpool is not doing any re-pinning. Instagram is also not getting the attention that Facebook receives from Whirlpool or from Instagram users. With only 183 posts and 3,551 followers Whirlpool clearly doesn’t see Instagram as a high priority. However the complaints have followed them to Instagram.

I do not think Whirlpool can completely change the conversation, the complaints will continue know matter what. I think #EveryDayCare has over all been a success, though how none of the marketing reached me, a mother of five is interesting. I would recommend they consider using Facebook messenger to get the complaint conversations moved off of the comments, with the advances in messenger for businesses they may find messenger a very useful tool to employ. I am assuming that they are taking all of the feedback both negative and positive in to consideration on how to move forward with their campaigns, product design and strength as well as improvements to customer services.

 

Facebook Comments Conversation Example

David Glover I bought this whirlpool gold series piece of crap back in October 2016 it quit cooling in January 2017. After having whirlpool professional service guy come out he broke more parts . He didn’t fix it and left. After 2 months of playing phone tag he said I won’t be coming back. WE have a family of 7 sooo we lost our groceries and lived out of coolers. Repair man number two called and said parts are on order one week lead time . ONE MONTH LATER, the whirlpool says the repairman closed out the account. Finally the repairman comes back out and replaces all kinds of parts”MIND YOU KNOW ONE HAS YET TROUBLE SHOT THE ACTUAL PROBLEM”he then says all is well you’ll not have anymore problems…… WELL GUESS WHAT .. THIS PIECE OF CRAP IS NOT COOLING AGAIN.. Again groceries lost . I call whirlpool again I tell the lady on the phone , mam I’ve lost my groceries again. A family of 7 groceries trips are 350.00 , that’s 700.00 they offer me another extended warranty. This is a joke the only guarantee I see is that it’s a guaranteed piece of crap.. your customer service is just as bad as your product. This fridge cost 3500.00 I as well bought the whirlpool duet washer and dryer. Both of these have also been repair within one year of ownership. Why is whirlpool so crappy why can’t your professional service crew fix anything? why is your customer service soooo crapy ? Even your repairmen say you don’t give a rats tail about the customers. … you don’t deserve the right to put MADE IN AMERICA on your products

Whirlpool USA David, anyone would be frustrated given this situation with their Refrigerator. We can look into what we can do to help, but we will need your information to do that. We need your full model and serial number, your address, phone number, and date of purchase. Send to Whirlpool_Digital@Whirlpool.com or send us a private message with this information to help.

Whirlpool USA Thank you, David, and we will follow up shortly.

Like · Reply · May 24 at 8:15am

David Glover It’s Friday now ….. hmmmm how short is shortly??????? Yup this is typical whirlpool

Like · Reply · May 26 at 5:59pm

David Glover It’s Friday now ….. hmmmm how short is shortly??????? Yup this is typical whirlpool

Like · Reply · May 26 at 5:59pm

Whirlpool USA Hello David! We do greatly apologize for the delay. Someone will be reaching out to you on Monday. Thank you.

Like · Reply · May 27 at 8:21am

David Glover Hello … Monday is a holiday I’m sure that won’t happen

Like · Reply · May 27 at 9:04am

David Glover Hello … Monday is a holiday I’m sure that won’t happen

Like · Reply · May 27 at 9:04am

David Glover In case you forgot .. Monday is Memorial Day , we remember our servicemen and women who have served and are still serving this great country.

Like · Reply · May 27 at 9:07am

David Glover In case you forgot .. Monday is Memorial Day , we remember our servicemen and women who have served and are still serving this great country.

Like · Reply · May 27 at 9:08am

Whirlpool USA You are very correct, David! We are very sorry for the confusion. Our apologizes on the misinformation on the incorrect day. Someone will be reaching out on Tuesday. Once again, we are terribly sorry.

 

 

How Whirlpool Found Love in Unlikely Places Boosting Sales and Possibly Making the World a Better Place. (n.d.). Retrieved June 03, 2017, from http://blog.cubeyou.com/how-whirlpool-found-love-in-unlikely-places-boosting-sales-and-possibly-making-the-world-a-better-place/
Neff., J. (2015, June 08). Case Study: How Whirlpool Heated Up Sales by Warming Up ‘Cold Metal’ Retrieved June 03, 2017, from http://adage.com/article/cmo-strategy/whirlpool-heated-sales-reframing-cold-metal/298882/

A Day in my Social Media Life

On the business side…

My day starts out at 6:30 AM checking email for the first time, I am mainly looking for emails from clients that might need my attention that day, those clients get added to my calendar for that days work. My next step happens at about 7:30 AM when I bring up Hootsuite and Tailwind, both of which I use for scheduling Facebook, Twitter and Pinterest. Two different Facebook accounts get opened in two different browser windows; Google Chrome and Safari. My iPhone sits beside the Mac Book Pro with Instagram open. I do a quick scroll through my two personal Facebook Pages, one of then I am looking for posts to share to one of two clients pages; items that relate to the music scene in the Upper Valley of New Hampshire and Vermont and the other posts that relate to Scotland. Once this quick scan is done I move onto what ever clients are on my calendar for that morning. I will then open Canva so that I am prepared to create graphics for posts if need be. I then go to a clients Facebook page and scroll through recent posts to see what type of engagement they have received and then go into Facebook Insights to look deeper into what is going on with their Page. I then look at the schedule I have from them regarding sales and specials as well as themes that are being followed. At this time I will schedule Facebook posts in Hootsuite to that clients account. Pinterest is then opened for the same client. I will then go to the clients website and using Tailwind will add Pins to their Pinterest Boards. I will also use Tailwind to show me how the client is doing on Pinterest; Profile Performance and Board Insights. During all of this it is not unusual to have a conference call or two with existing or new clients, sometimes it is just communicating with them via Facebook Messenger or Google Chat. Emails come in non stop and unless they are from the children’s school, family or clients they are mostly ignored until later in the day. In the afternoon I usually try to fit in a some training… social media changes so quickly that it is impossible to stay up to date without training every chance you get! As a member os the Social Media Marketing Society I do a lot of training through them as well as podcasts.

On the personal side…

The Instagram that is open on my phone is purely personal and I have no clients on Instagram. I enjoy Instagram over other social media platforms as I can be very specific about what I want to see and build a very different type of following. I have very few Facebook “friends” that are also on my Instagram. I personally communicate with all of my family members via Facebook Messenger a majority of the time. Though we do share with each other via Instagram, we do not hold conversations there.

I set up a Facebook group for the small town I live in, this has been successful in a number of ways. Setting up of this group proved once again what I have been seeing for years… That people on Facebook act as though there is a wall and that they are invisible, when in fact it is the exact opposite! Be careful what you post! The postings of one man who was running for an elected office in town led to a vast majority of people disliking him and then not voting for him!

I get a lot of email from companies that either offer services or training to social marketing professionals and as a member of the Social Media Marketing Society I receive training videos via email and invites to online trainings.

Advertising the Speed Dating…

Advertising the Speed Dating…

If you sit down to read a novel, watch a television series or take in a movie you are in a relationship for an extended period of time. The characters become loved or hated, you build emotional connections with them, the scenery whether foreign to you or old hat draws you in and you become part of it, you feel the temperature and smell the car exhaust or freshly mown grass. The music raises your heart rate, and joy, sadness or anger fill you. All these elements combine to build a relationship that you don’t always want to have end. Advertising whether radio, print or social media is speed dating in comparison to the afore mentioned mediums. Though the long term relationship of War and Peace and the Facebook advertisement that you scroll by in your news feed have a lot in common we will not dissect those in depth today. Today we are going to dissect the ways the consumer participates in the speed dating game via advertising mediums, and which medium works best for connecting people to products.

All speed dating starts out the same way, people trying to find out as quickly as possible what type of person they are sitting at the speed dating table with. How old are they, what is their income bracket and what are their hobbies? Are they married, divorced and what about kids? In advertising we must figure this out prior to sitting across the table and deciding which medium will be used for the speed date. Goals are set, demographics are ferreted out and a budget decided upon. Know matter the medium, demographics (who you want to reach out to) are key choosing the medium, design and verbiage for connecting with your audience. So how do demographics help determine your advertising medium?

Radio… do you tune in? More than 9 in 10 Americans listen to radio on a weekly basis, with those figures highest among Hispanics (94%) and African-Americans (92%), according to Nielsen. Nielsen also reports that, 12.8% of AM/FM radio’s adult audience is in the 18-24 demographic. Having this information along with other demographic statistics can help a company determine whether or not radio is for them, they most keep in mind that different radio stations will have demographics all there own. According to National Public Radio there audience is a bit different from what Nielsen reports; 120% are more likely to work in MIS, IS, IT, Networking or technology-related jobs, listeners are 153% more likely to be top management in technology-related fields, and are 70% more likely to spend $1000+ on travel. Making it clear that the radio station changes who and how you will advertise on it, one this the radio can’t do it guarantee that those people you are targeting will hear your advertisement.

Who watched television anymore? If you do are you skipping commercials? There are some very interesting studies and article out regarding companies and how they are advertising on television. Television as with radio has many facets to consider; the station demographics, the shows demographics etc. Creating a television commercial is a more expensive undertaking and paying for it to play will also cost you more, a lot of research is needed to make sure your ROI is worth the effort. The same risk applies with television as with radio, will the intended audience see your ad, or with they skip threw it, run to the rest room or check their Facebook.

Speaking of Facebook, social media is my favorite place to advertise and Facebook is the top of my list! The information gathered by Facebook in its users is amazing and a powerful tool for marketers! While the other social media platforms are not far behind. Each social media platform has its own set of demographics to be considered when choosing where to advertise, and how to advertise. Your Facebook advertisement isn’t going to be the same as the one for

 

Instagram even though Instagram is now owned by Facebook. The following graphic by Social Media Week gives you a small taste of the differences from one social media platform to another.

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Those of us who work in the social media marketing field have to study the demographics for your product/company and marry them with the right social media platform and in the right way. If your platform is Facebook then your ads can be targeted right down to location and income, not to mention age and hobbies. Then your Facebook advertisement gets put into the stream streams of posts running across the newsfeed of the folks who match the demographics you have chosen. Another beautiful part of Facebook advertising is the information you get back, the age of those who clicked, their gender etc. This information helps greatly in future advertising efforts.

All in all we are trying to a very short period of time speed dating our potential customers. We have but seconds to grab their attention, get our point across and get them to take the next step whether that be to run to the store, order online or like/follow/share our page and information on social media.

 

 

Me green eyes Rebecca Bailey

 

 

CHOZICK, A. (2011, March 9). Television’s Senior Moment. Retrieved March 13, 2016, from http://www.wsj.com/articles/SB10001424052748703559604576174983272665032

 

Age Distribution of Radio and Mobile Audiences Strikingly Similar; TV Skews Much Older. (2013, December 10). Retrieved March 13, 2016, from http://www.marketingcharts.com/ traditional/age-distribution-of-radio-and-mobile-audiences-strikingly-similar-tv- skews-much-older-38588/

Becker, T. (2015, April 09). The 9 Major Social Networks Broken Down By Age – Social Media Week. Retrieved March 13, 2016, from http://socialmediaweek.org/blog/2015/04/9- major-social-networks-age/

LaCour, J. (2013, March 19). Ordinary Wisdom of Advertising Demographics No Longer Applies. Retrieved March 13, 2016, from http://www.dmn3.com/dmn3-blog/conventional- wisdom-of-advertising-demographics-no-longer-applies

LaCour, J. (2013, March 19). Ordinary Wisdom of Advertising Demographics No Longer Applies. Retrieved March 13, 2016, from http://www.dmn3.com/dmn3-blog/conventional- wisdom-of-advertising-demographics-no-longer-applies

Nagourney, E. (2013, March 07). Why Don’t Advertisers Care About Me Anymore? Retrieved March 13, 2016, from http://www.nytimes.com/2013/03/07/booming/advertisers- often-ignore-baby-boomers.html?ref=media

Public Radio Audience Demographics – NPR Profiles. (n.d.). Retrieved March 13, 2016, from

Audience

Social Networking Fact Sheet. (2013). Retrieved March 13, 2016, from http:// http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/