Move Over, YouTube

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Facebook recently made an announcement that is bound to shake the content marketing world: the social media giant plans to host videos directly on their site. At first glance, this may seem like a small functional detail, but the effects it carries could drastically influence content creation going forward.

As of today, most video content is hosted on YouTube. Content creators and publishers use it as a platform and hosting space for everything from ads to makeup tutorials. For the last couple of years, Facebook and YouTube have worked together synergistically to spread viral content. This made absolute sense in a less mature social media landscape: a growing social network got excellent, free content and an established video hosting site received views, and therefore, revenue.

However, this relationship is currently on the rocks. Facebook announced that it would now allow users to publish video content directly. In return, the site is looking to reclaim the revenue that YouTube has been collecting on their behalf. By offering 55% of their ad revenue to content creators (the same as YouTube), Facebook is making a major move into the realm of video content. This change comes at no surprise given that by 2017, it’s anticipated that nearly 70% of Internet traffic will be from video.

For content creators, this means yet another unique channel for video publishing. More importantly, this also means another set of decisions to consider before publishing content. Rather than being able to leverage YouTube and Facebook simultaneously, marketers will increasingly need to consider the demographics of each site to maximize engagement. While only the largest publishers may be affected short-term, this move by Facebook signals how much, and to what borders-defying extent, social media may evolve in the coming years.

Equality and the Internet

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Friday June 26, 2015 will go down in history as the day the Supreme Court ruled in a split decision that same-sex marriages would be legal nationwide. Millions took to the Internet to express their support of the decision, with #lovewins trending on Twitter shortly after the ruling was made public. Many well-known brands joined in on the celebration with the own creative responses. Check out some of our favorites below:

  • Ben and Jerry’s: In honor of nationwide marriage equality, popular ice cream brand renamed its Chocolate Cookie Dough ice cream flavor to “I Dough, I Dough” for Summer 2015. Additionally, proceeds from sales of this flavor will go to the Human Rights Campaign, which is a leading nonprofit organization advocating for LGBTQ rights. Ice cream and a good cause – what’s not to love? [Source]
  • MasterCard: Popular credit card company took to their Twitter to tell the story of a same-sex couple that won tickets to go see brand spokeswoman Gwen Stefani in concert. Pretty adorable, especially alongside their caption, “True love: Priceless”.
  • Uber: In a more understated way to show support, Uber added rainbow tails to the virtual cars on its mobile app. The rainbow flag has long been a symbol of LGBTQ rights, and is a low-key way for Uber to applaud the Supreme Courts’ decision and show their support. [Source]
  • YouTube: Shortly after the decision was announced, YouTube revealed their ProudToLove spot as a celebration of the video-sharing site’s long message of tolerance and equality. The video, which has received over five million views in less than one week, mixes both personal clips of individuals coming out on YouTube with political news footage. Pro-tip: have a box of tissues handy when clicking through to the video.

Inspired? Check out even more examples of the love shown on the web. Shout out to SCOTUS for making us extra-proud to be Americans this July fourth weekend!

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Image Sources: Uber, White House

Ted vs. Roger Goodell: What We Can Learn from a Wicked Boston Accent

With Tom Brady’s appeal happening as we speak, and the All World Quarterback’s Golden Globe-worthy performance in Ted 2 just days from release, I couldn’t help but think about what it would be like if Ted, and not Tom’s attorney Jeffrey Kessler, were representing him today.

Let’s just say that although Tom’s legal interests may be somewhat compromised, I feel confident that this little ball of Southie belligerence would finally tell Goodell to his face what we’ve all been thinking. (Warning: don’t click on this link if you are offended by extremely rude, off-color insults barked with a Wicked Boston accent.)

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Okay…let’s get this away from L Street and back on Boylston. This little fantasy of mine got me thinking about how far we’ve come in content marketing (yes, I’m making a rough transition, but stick with me).

Remember when YouTube hit? You would have thought the entire paid media business was lost overnight to a cheap digital camera and some editing software. The ability to create engaging, nimble, smart content has been democratized, whereas what hasn’t changed is the power behind truly well done, strategic brand communications.

For example, consider Under Armour’s short film “Tom Brady’s Wicked Accent.” If you aren’t one of the 1.5 million folks who watched this hilarious piece, here’s the gist: it’s a three-minute Under Armour ad that people love to watch over and over again.

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Basically, Tom Brady goes into a Dick’s Sporting Goods somewhere near his hometown of San Mateo, CA (naturally, he heads to the Under Armour section). The Funny or Die gag unfolds as the sales clerk and shoppers have fun with Tom’s accent. Of course, the joke is that he has no accent whatsoever, and his squeaky clean, nice-guy image unravels to the point where Tom drops an angry F-Bomb on the entire shenanigan.

As mentioned, the piece was viewed 1.5 million times on YouTube alone, and shared and talked about many, many more. The inbound marketing experts will point to this sort of success as proof that traditional brand advertising is dead… after all, there was no media buy.

However, on closer examination, just how non-traditional was this? Let’s see: Big-name star? Check. Hundreds of thousands in production cost? Check. Big reach? Check. PR-campaign behind it? Check.

You see, even though this is a great example of a successful “viral” video, it’s far from catching lightening in a bottle. Under Armour’s success wasn’t abandoning the tenets of good, solid brand work, it was simply making the most of the deployment channels at its disposal.

The lesson? Consumer-facing brands like Under Armour must continue to tap into the emotion and insight of their brands, while layering on more sophisticated ways to harness this reach. It’s something we call Brand/Action marketing at CBC, the combination creating powerful brand communications with the pragmatic, ROI driven practices of inbound marketing programs.

It’s not a choice between old and new—it’s just smart marketing in 2015 and beyond.

Now if the studio can just find a way to sell deflated footballs signed by Tom and Ted at this week’s opening, I think we may have all the elements for an amazing success…

— Len Cercone

To Apple, Love Taylor

Love or hate her catchy music, or maybe just envy her cats—either way, it’s undeniable that Taylor Swift has been an extra-hot topic this week after her public conversation with Apple.

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In Case You Missed It:

On June 8 at WWDC, Apple announced the June 30 release of Apple Music, a new music streaming service intended to compete with Spotify, eclipse Tidal’s floundering efforts, and ensure that the almost-defunct Pandora remains as such. Apple Music has been slated to include a $10 streaming subscription plan, a free Internet radio station, and a media platform, which would allow artists to upload new content immediately available to listeners. In an effort to attract users from the competition, Apple also announced a free 3-month trial period—an unheard of and certainly expensive incentive. Immediately controversial, however, was Apple’s fine-print statement that artists, etc. would receive no royalties during that trial period—painful losses for those in the music industry.

Fast forward to Saturday, June 21:

The Internet and Apple received an open letter from Taylor Swift: “To Apple, Love Taylor.” In her note, Swift rebuked Apple for disrespecting artists, producers, and songwriters by withholding royalties, in addition she pointed out that the decision is uncharacteristic for the normally progressive brand.

Seventeen hours later, Sunday, June 22:

Eddy Cue, Apple Senior VP of Internet Software and Services, responded to Swift on Twitter. He humbly apologized on behalf of Apple and retracted their no-royalties plan.

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Currently, the Internet is flipping out:

“Taylor Swift took on Apple with a blog post and won, all in a single day”

“Taylor Swift Criticism Spurs Apple to Change Royalties Policy”

“Apple caves after Taylor Swift threatens to pull album”

There are several lessons to be learned from this conversation between Swift and Apple, but also some factors to consider:

  • Internet speed

The turnaround of this online conversation is staggering and that’s a large part of what makes it so impressive: just 17 hours lapsed between Swift’s article being published and Eddy Cue’s response early the next morning. Apple pounced with a response before other, angrier opinions could be voiced. Thus, the opinions that did hit the news were positive, mostly on Swift, sure, but Apple only seems rebuked and certainly not like they’ve been beaten.

  • The power of social media

Social media allowed two individuals to correspond instantaneously and publicly. While Cue stated that he privately called Swift after reading her note, the key discussion points were available for the world to read. Good on you, Swift; Apple could not avoid the discussion, and what other response could they have given but a positive one?

  • The priceless personal brand

Brand, I believe, is the most powerful factor at work in this situation. While this weekend’s conversation took place between Eddy Cue and Taylor Swift, the two are representatives for brands: Apple, and Swift herself representing her $200 million “Taylor Swift” personal brand. Cue stated in an interview that Swift’s letter was not the sole factor that caused Apple to reverse its decision; it was simply that last straw, the final weight that tipped the scale.

By acknowledging Swift’s appeal and logic, Apple has appeared gracious, humble, reasonable, and even good-natured via Eddy Cue’s Tweets. Cue portrayed more personality for Apple than we’ve seen since the days of the Mac-PC commercials. This isn’t a PR nightmare, as some articles have stated, but rather what turned out to be a positive, productive, and ultimately mutually beneficial conversation between two of the most powerful brands in the world.

A Preview of Netflix’s New Binge-Worthy Feature

A new feature is being added to everyone’s favorite streaming site, Netflix. While it has been one of the only TV/movie streaming websites without annoying 15-second product ads, it recently decided to integrate advertising (for movies, that is) ever-so-craftily into its experience.

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Now, when you are sifting through movies and TV shows on Netflix, there will be a ‘Trailer’ button that will lead you to a preview of whatever movie or TV show you are thinking of binge-watching. In fact, this function now enables viewers to binge on the trailers themselves.

“Netflix ‘Previews’ is like every viewer in a movie theater seeing a different series of trailers based on their personal tastes,” said Netflix Chief Product Officer Neil Hunt. “This unmatched, highly personalized selection of movie previews makes it even easier for Netflix members to discover movies they’ll love.” [Source]

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Is this one step closer to Netflix adding traditional advertisements to their website in the future? While they insist they will remain ad-free, Netflix, which chargers its viewers monthly subscriptions, seems like it may be making moves toward the slippery slope of advertising outside the movie-sphere. As one of the most successful online streaming websites, we suspect Netflix would have a pretty good advantage if they did decide to add third-party ads. Since the start of the Netflix phenomenon, the company has been analyzing what their viewers are interested in and using that information to suggest movies or TV shows back to them—which is, conveniently, the same type of formula that marketers use.

For now, admen will have to continue binging on their favorite shows and movies without their ads, just like the rest of us.

Apple WWDC 2015: What You Need to Know

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Early June is a special time for the people who make the technology we love. Each year, thousands of developers storm a San Francisco convention center for five days of apps, announcements, and, well, Apple. However, the impact of the event has always extended far beyond the Silicon Valley.

Some of the most disruptive technologies of all time have come out of Apple’s Worldwide Developers Conference. Just seven years ago, Steve Jobs stood on stage and unveiled the App Store for the first time. That announcement alone completely changed the way brands advertise and connect with their customers, yet it is only one of the milestones from this impressive event.

Here at CBC, we love to stay digitally savvy, so check out this short list of what to look out for from this year’s WWDC15:

  1. Safari gets more social: Safari is getting a handful of improvements, including “pinned” sites. This allows you to keep your favorite sites like Twitter, Facebook, and Instagram at the side of your browser window, making your Mac even more integrated with social media than before.
  1. Your iPad is ready for work: Apple is rolling out brand new multi-tasking on the iPad, allowing users to run two apps side by side. This means you can finally check Pinterest while checking your email (or even while writing a blog post). For marketers, it means that competition for valuable ad impressions is going to get even fiercer.
  1. Search everything: One of the newest refinements of IOS 9 will be the ability to search all the content on an iPhone, its apps, and the internet, all from Spotlight Search. This new functionality could divert a lot of precious mobile traffic from Google search; Ad Words beware!
  1. Here comes watchOS 2: No matter where you stand in the Apple Watch debate, some big updates are coming. App makers now have more access to the watch controls, allowing for more complex apps. For PR and Marketing professionals, it shows that the new watch app store is not only here to stay, but will offer unprecedented tools to connect with consumers.

Don’t believe us? Want a few more? Check out a full roundup here of all the WWDC15 excitement.

 

 

 

The Growth of Biometrics in Advertising: Exciting or Invasive?

When Apple introduced its iWatch in 2015, some of the most exciting capabilities included features that are able to track the biometric qualities of the wearer, including heartbeat, acceleration, and temperature. While these features are advertised as fitness-related benefits, many are seeing possibilities with these technologies in advertising. Marketers can test different ad campaigns with the ability not only to learn the viewer’s vocal reaction, but also be given insights into how they are reacting internally, based on their physical changes.

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Both biometrics and wearable technologies are hugely expanding markets, and some companies have already taken this technology and adapted it into their own products. TomTom, for example, has introduced an action camera that can mark places in the video deemed most “exciting” through the use of an optional heart-rate monitor. These spots are specially marked within the Bandit Action Camera and make editing and uploading content in real-time more mobile and convenient than ever before.

Two companies, specifically – Mindshare and Lightwave – have teamed up at the forefront of this creative branch of advertising analytics, envisioning biometric technologies as a way for companies to tailor consumer experiences in real-time. Jeff Malmad, head of mobile and the wearables unit at Mindshare North America said, “Being able to get the data from the watch and the phone simultaneously and create better and more adaptive experiences is something that’s just going to grow in importance for brands” [Source].

As popular as wearable tech has become (see the Infographic below for proof!), one can’t help but have privacy concerns regarding the experiences some devices are proposing. The consented-to analyzing of bodily responses to ad campaigns is one thing, but the fear of getting fired if your boss finds out about your high blood pressure has an almost “Big Brother” feel to it.

How soon do you think we will be eating at restaurants with lighting that changes with the mood of the diners? And maybe more importantly – isn’t that a little creepy?Untitled

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It’s An Instagram World, And We’re All Just Trying to Keep Up

With a constantly growing fan base, Instagram has continued to find new and exciting ways to keep up with its ever-developing consumer. Looking ahead, companies must recognize the importance of having a strong presence on “the gram” so they can utilize its newest features to the best of their abilities.

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A recent trend in many companies’ Instagram profiles is the so-called visual strategy of “insta-tiling.” Profiles feature photos in a mosaic-style grid that, together, make one larger image. Each individual piece of the puzzle usually has different bits of information, providing more detail than a single post would. Posting nine images instead of just one also provokes viewers to further explore what the brand’s profile has to offer. [Source] What do you think about this strategy’s effectiveness? Are you more prone to click-through when you have nine photos to choose from?

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Jumping on the Advertising Bandwagon

On Tuesday, the company announced it would make yet another monumental change to its mobile app. Instagram now has plans to open up users’ news feeds to all types of advertisers. From the global fashion brand to the corner boutique in the user’s area, users will be able to see it all by this fall.

Closing the Deal

In addition to the wider variety of advertisers, Instagram will also be testing a new “shop-now” button. This e-commerce link will allow users to move directly from the image to a page where they can purchase the featured item. Companies like Banana Republic have already taken advantage of this new update. [Source]

One can only hope that with the addition of more advertisements, users’ feeds will not become cluttered with “Click Here for Free Coupons” as so many Facebook news feeds have now become. In an interview with the NY Times, Instagram’s global head of business and brand development ensured fans, “Visual storytelling for brands has more resonance… But we want to make sure the ads [you] see are for things that matter to [you].” We agree, sir. We’d like for our Instagram content to matter to us, too.

 

 

 

 

Chipotle’s Marketing, Like Its Ingredients, Grows From The Ground Up

Have you ever stood in the long line at Chipotle, breathing in the smell of freshly cooked meats and fajita veggies, as you eagerly await your chance to order? Maybe you discussed with a friend whether you planned to order a bowl, burrito, tacos or a salad, and which of the colorful ingredients you would add to your personalized meal. If you have done this, then you are a part of the incredibly successful word-of-mouth marketing web of Chipotle.

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Chipotle, the simple, fast-casual restaurant chain has experienced explosive growth over the last ten years. The company’s annual advertising budget has remained under $10 million, while Chipotle has outperformed the fast food giants that drop hundreds of millions on ads.

In its annual report, Chipotle describes how the focus of its marketing strategy is on consumer experience:

“[Our collective efforts] have helped us create considerable word-of-mouth publicity, with our customers learning about us and telling others, allowing us to build awareness with relatively low advertising expenditures, even in a competitive category, and to differentiate Chipotle as a company that is committed to doing the right things in every facet of our business.” [Source]

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Chipotle has achieved phenomenal publicity from its consumers up, with a few crucial ingredients:

  • Identifying young adults as the target market segment and crafting the image and culture of Chipotle around millenials’ values and dining preferences.
  • Offering an outstanding product that motivates consumers to share their positive experience and recommend the brand to peers.
  • Acknowledging evolving media, and focusing on modern marketing channels such as mobile and social, which have been more effective in reaching Chipotle’s target demographic.

Next time you find yourself recommending Chipotle to a friend, remember that its marketers owe you a ‘thank you’. Maybe on your next burrito the guacamole won’t cost extra.

[Source site]

 

 

Tablets (And Phablets) Blur Lines For Marketers

The smartphone market grew a few sizes in Fall 2014 when the Samsung Galaxy Note 4 and Apple iPhone 6 and 6 Plus displays surpassed 4.7-inches – essentially the size of the hands that used them. However, while smartphones are growing, tablets are shrinking: the iPad Mini sports a petite 7.9-inch display, while the Microsoft Surface 3 is only 10.8” diagonal. With these devices converging in size and portability, there’s an increasing trend of PR and marketing agencies rethinking their mobile budgeting, as well as the tablet’s overall purpose in the market.

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Once upon a time, a tablet was intended to be a portable device or go-to for frequent travelers. Now, as the below infographic reads, studies show that the tablet is used most often at home [Source]. This increasingly narrow use of tablets—in certain locations, with a few certain uses, like playing videos or games—has moved the tablet from the “mobile” category, to the “desktop.” At the same time, consumers are doing even more on their phones, from watching videos, to shopping, playing games, and now paying for goods and services. The larger, smarter phones on the market have been accordingly dubbed “phablets.”

So herein blur the lines. Agencies now must determine how to categorize the floundering tablet, and where to allocate budgets between smartphone and tablet.

Meanwhile, dare we consider the effects of the Apple Watch and other wearable technology on re-defining “mobile”…? Stay tuned.

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Facebook: For the Users, By the Users?

Another week, another Facebook API update that affects privacy and, therefore, marketing.

Just so we’re on the same page here, APIs (application programming interfaces) are like secret tunnels that allow one application or platform to share information with another. (For example, you can post to Facebook via the Instagram app.) For today’s digital marketer, keeping track of these relationships is key for social channel management.

Facebook is constantly evolving, and claims to be prioritizing users over advertisers. Over the past few months, the company made a few API updates that could cause a little backlash from brands, but we think they’ll lead to a more engaged user experience in the long run.

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  • Last November, Facebook banned like-gated Facebook pages, encouraging a more organic brand “like” process. While there are still a few ways to procure page likes such as tabs, apps and advertising, this gives users a chance to look over the brand before liking, rather than forcing a shallow fan.
  • In the March/April timeframe, Facebook updated how it measures audience data and how page likes are counted for businesses. For example, they removed memorialized and voluntarily deactivated accounts from business pages’ like counts. While some were disappointed about their drop in followers, this ensures that data is consistent and genuine.
  • A few weeks ago, Facebook locked down their Login and Graph APIs, giving users the ability to choose what data outside apps can read or use when they first access the app. Ideally, this puts users’ minds at ease regarding who is stalking their birthday, or who is checking out their friends’ info.

Facebook discovered that users didn’t like a social media platform where likes were purchased and user data was sneakily pulled, and they did something about it. So –what do you think about Facebook’s “people first” movement? What do you want to see next? (Perhaps this upcoming newsfeed algorithm change?)

President Obama is Twitter Verified

If you are an avid Twitter user, then you already know that President Barack Obama has officially signed up under his own Twitter handle. It’s no surprise that his account, @POTUS, has already gained close to 2 million followers. His spontaneous jump to a personalized social media account has us questioning: Why now? What is there to gain from this? And of course: Is it really him?

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Obama took to Twitter on Monday to announce that the White House finally gave him his own account. Unlike the @BarackObama account, which is run by the Organizing for Action staff, Obama will be directly communicating under the @POTUS handle. Previously, Obama would sign his tweets that were released from @BarackObama and @WhiteHouse as “-BO”. Of course, both of those accounts took to Twitter to welcome Obama’s “irl” social presence.

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Although the President has immense resources for connecting to journalists and the media, using Twitter could serve as a platform to express his personal views to a new public audience. It also broadens both the public’s and the media’s engagement with his presence, allowing them to re-tweet him and to initiate digital conversations.

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Good or bad, President Obama is Twitter verified. And we can’t wait to read what witticisms he’ll come up with next.

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CBC Cooking Cottage 2015: Wetting Our Whistles in Wine Country

When envisioning a ‘dream’ getaway, many different things come to mind. Staying at a beautiful cottage in Sonoma, California with multiple wine vineyard tours sounds like a dream, doesn’t it? For 24 editors, that dream became a reality recently when they were invited to attend CBC’s Cooking Cottage experience.Williams Sonoma

Via @annawatsoncarl

Representatives from Glamour, Women’s Health, People, Martha Stewart, POPSUGAR, Good Housekeeping, Food Network and more enjoyed all different events hosted by multiple brands throughout their three-day trip. The daily activities consisted of an all-you-can-eat Sabra hummus picnic and bike ride, a fabulous dinner at the Williams-Sonoma cooking school, four different wine tasting trips, a Barilla pasta Mediterranean style feast served out on the house patio, and a California Almonds breakfast smoothie competition as a fruity farewell to this dreamy getaway.

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Via @csc1818 and @annawatsoncarl

Through CBC’s Cooking Cottage, editors were invited to not only explore the wine culture of Sonoma, but to also experience some of the best foods that companies like Clif Bar, Omaha Steaks, Cabot Creamery, Jenny Craig, and more have to offer. Sounds as if it is almost too good to be true? Take a look at some of our guests’ posts via the #CBCcottage hashtag on Twitter and Instagram. And don’t be afraid to let your mouth water!

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How Old Do I Look? (And What That Means to Marketers)

Have you seen Microsoft’s new How-Old platform? So far, it’s been a source of viral humor:

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But in reality, this development could be a game-changer for marketers and advertisers. If algorithms can accurately determine people’s ages and genders from their photos and other public media, then we as marketers can better target them.

Think about these overwhelming statistics regarding visual platforms:

Instagram

o   Launched less than 5 years ago

o   77.6 million estimated users in the USA alone [Source]

Facebook

o   Made public less than 10 years ago

o   1.44 billion monthly active users [Source]

These numbers are incredible, and they reflect the astounding rate at which companies that rely on digital interaction and a robust social presence can grow in this day in age.

So, if sites like these are already the golden conduits for marketers and advertisers to reach their audiences, and these audiences use such platforms to create strong social presences via picture sharing, then Microsoft has hit the jackpot.

By identifying demographics like age and gender, which arguably could lead to psychographic identification, brands and their agencies are one step closer to correctly targeting their ideal end consumers. All in all, the genius How-Old platform seems to be the start of something that will improve the efficiency and success of digital marketing. In the meantime, it’s the start of a great laugh!

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“Uptown Rock You Up” – Downtown Style

Rockport debuted its Fall/Winter 2015  collection to top media in NYC last Thursday at the Electric Room located in the Dream Downtown. Editors, bloggers and stylists gathered  in the 1960s Brit rock-inspired lounge to learn about Rockport’s newest line, and a little bit about mixology.

NYC’s Liquid Lab mixologists, cutting age craft cocktail makers, were on top of their libations game. Recipes for two custom drinks were taught and stirred – the sweet and spicy “Uptown Rock You Up” and the cool, refreshing “On the Rocksport.” Editors listened in, self-made sips in hand, to casual presentations about the collection.

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But the crux of the evening was more than the custom cocktails – it was the killer kicks! With a fresh drink to cap their workdays, the attendees were able to mingle, drooling not only over their one-of-a-kind Rockport cocktails, but also over the gorgeous footwear that makes up the Fall 2015 line.

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Rockport’s FW15 footwear epitomizes the look of the casual, urban-influenced gal or guy who refuses to compromise style for the necessary comfort of a great shoe. And with editors from Marie Claire, Lucky, Complex, Allure, and more, the night saw no shortage of style.

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