Toothbrush Marketing and the Future of Advertising

Chapter 8 of the Mobile Marketing Essentials text book had very interesting case studies at the end of the chapter.  The first one was about Oral B’s new toothbrush that connects to an app via the internet and helps monitor your brushing habits as well as give achievement icons for good brushing habits.  The second case study talked about the future of mobile advertising with virtual reality.  With each case study there were a few questions at the end of it to dive deeper into thought about them.

Oral B

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What other products you use daily are connected to the internet?

Other products that I use daily that are connected to the internet are my computer, my phone, and my iPod.  I do not have a lot of technology that connects to the internet.  I mainly use my computer over my phone as well.

What other products could Oral B connect with in the home?

Other products that Oral B could connect with in the home would be your phone via Bluetooth, as well as in home speakers like Alexa or Google Home.

How can Oral B get more dentists to recommend their connected products in the future while keeping to the highest standards of ethics?

Doctors can give out free Oral B toothbrushes of lesser value, could recommend the new brush with other types of brushes when customers ask about it.  Direct it more towards parents of younger kids to get them in a healthy habit of brushing teeth.

Discuss the consumer behavior psychology of brushing teeth and under what circumstances you would share your tooth brushing trophies with your peers.

I personally would not share my tooth brushing trophies, just because I do not find that as something that me or my friends would really care about.  I do see it as a way though for people who are dental assistants or dental hygienists to have a fun competition at work to see who will get the most awards.

How would the Achievements icons change your personal brushing regimen? How do you think it would change a youth’s brushing habits?

I think my personal brushing regimen will not change very easily since I have been brushing my teeth almost the same way for over 20 years, and achievement icons would not change it.  I do think it could change a youth’s brushing habits because of how connected they are to the internet and at a young age gaining the achievements might be thought of as fun.  Parents can also use this as a reward system with kids to increase proper brushing.

Virtual Reality and Virtual Sky

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What kinds of client advertising do you think will be most feasible for this medium, what industries, products, length of commercials would be best?

The industries I think would work well with virtual reality are things that would fall into the entertainment industry, amusement industry, and even vacation and travel industries.  Amusement parks like Six Flags or Disney World could do commercials of what it might look or feel like riding on rides or walking around the park to gain interest.  Concerts would be another great event to do a virtual reality commercial with.  Show the customer what front row, right on the barrier of the stage would feel like to entice them into getting tickets to a show.  The travel industry could show relaxing on the beach, tours of hotel rooms or houses you can pay to stay in.  Flights can also be advertised and show what it looks like flying into a country.  There are so many experience based products that virtual reality would be a great tool to market on.

How could targeting be improved?

Targeting could be improved by making sure to have to add more relevant information when using apps and games, such as gender and age.  Also, having location settings turned on can help with targeting based on location.

What kind of metrics could a business get from this type of ad?

I think the main metrics businesses can get from virtual reality ads are a bit more of what might interest a certain age group and gender.  I also think it could show how many more products are sold from someone just viewing how to use the product or virtually experiencing the product compared to other advertising mediums.

How can a user click or request additional information if/when they are interested?

Most virtual reality products have remotes that you use when playing games and such on the device, those remotes can be used for click to request information.  Eventually I think that they will have to offer something like blink twice or three times for additional information.

What do you predict for the future of this new advertising via mobile devices?

Virtual reality is getting more popular each year, and as time goes on the more popular it gets the more the market will get saturated with virtual reality products, and the more affordable and popular virtual reality will become.  Being prepared for how to market on virtual reality via mobile devices now will help a company be able to market through that medium instead of trying to figure out how to market on it.

A lot of different ideas are being created with the growth of the internet and mobile devices.  I know I never thought that a toothbrush could be connected to a mobile device.  The popularity of virtual reality is definitely a future for mobile marketing as well.

Reference Links:

https://ob.factoryoutletstore.com/details/1415-4205/oral-b-triumph-9900-9950-9930-toothbrush.html

https://www.informationweek.com/mobile/mobile-devices/gartner-21-billion-iot-devices-to-invade-by-2020/d/d-id/1323081

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Toothbrush Marketing and the Future of Advertising

Experiencing Mobile Advertising

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Chapter 6 of the Mobile Marketing Essentials text book talks about experiencing mobile advertising.  It goes into introducing mobile advertising, considerations of mobile advertising, execution of mobile advertising, mobile marketing ethics, programmatic advertising, and measuring mobile ad campaigns.

In the first section, introducing mobile advertising, the text book talks about mobile advertising players.  Five key players are people, buyers, sellers, enablers, and associates.  People are customers or prospects representing individuals that are consuming online content, such as news articles, search results, videos, and games.  Buyers are two types of companies that buy marketing services, agencies and marketers.  Agencies are the companies that represent marketers and help them will all aspects of their mobile advertising.  Marketers are advertisers and enterprises that want to expose people to their company, its products, and its services.  Sellers are categorized as companies that represent the media and digital channels in advertising.  The three types of sellers are publishers, networks, and exchanges.  Publishers are companies that own media properties that attract audiences, such as: websites, applications, games, portals, social media sites, online print publications, radio stations, ect.  Networks are enterprises that connect advertisers to the tens of thousands of publishers available.  Exchanges are companies that aggregate publishing networks.  Enablers are the technology players that help power mobile experiences.  These are messaging, websites, applications, and unique advertising experiences.  Associates can be categorized as organizations, like trade associations, that help stimulate market growth by developing standards, consulting, and policies.

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Types of mobile advertising is also talked about under the section for introducing mobile advertising.  Types of mobile advertising are text, display, rich media, audio, video, incentivized media, and context marketing.  A good example of text advertising is the “search” function on google or yahoo.  Display ads are static or animated image banners.  Rich media advertisements are interactive advertising experiences that may combine text, image, audio, and video.  Audio and video ads are audio or video clips specifically designed for promoting goods, services, or messages.  Incentivized media ads are a form of rich media or video advertising that offers incentive, free credits, coupons, related rewards to the consumer for completing a desired action or set of actions.  Context marketing leverages a user’s general location, specific proximity to a certain product or place, and their past and real-time digital or physical behavior to determine which ad experience to serve the customer.  Some examples of context marketing ads are cross-screen, location-based, proximity, targeted, or behavioral advertising.

Where mobile ads have different locations of where and how they can be placed.  Ads that are placed at the header, footer, sidebar found at the top, bottom, or left or right side of page or screen.  Interstitial advertisements take up entire screen as web pages and apps load before allowing users to see the content they are trying to access.  Home screen advertisements have the ad  presented on the home or lock screen of the phone when it’s idle.  Native ads are ad experiences that match and are contextually relevant to an individual’s user experience with the media.  They are designed to blend into and follow the natural form and function of a user’s experience with mobile media in which the ad is placed by mimicking the look and feel of the publisher’s site.

Planning and advertising campaign requires a lot of strategy.  Some considerations to help choose the right plan for delivery of your mobile advertisement are: media planning for the multiscreen experience, choosing the right network, achieving effective creative placement, ad types, timing, post campaign measurement ad analysis, and demographic and contextual targeting.  There are six types of ads to think about when planning a mobile ad.  They are mobile display, video, audio, mobile activation, branded apps, and location based.  Each ad type contains many different options.

The basic steps for executing a mobile ad campaign are similar to an overall marketing plan.  The first thing you need are detailed objectives that define the audience to reach, the time frame the campaign will run, and success metrics.  The next thing is you need to create a detailed budget allocation and payment process to pay for advertising buys.  Third you need to create a media mix plan that will decide where advertising will be placed.  Fourth you need to figure out the creative, which is the positioning and messaging for ads.  Next you need a detailed plan on how to track, measure, analyze or report campaign results and how well the campaign is performing against objectives.  Lastly you’ll need an optimization plan on how to refine and optimize a campaign based on industry benchmarks, historical data, real time and post campaign results to get the most out of spending.

Measuring mobile ad campaign uses a lot different metrics.  The main metrics used are metrics by numbers, which have two classifications: general metrics and advanced metrics.  General metrics are the number of impressions, location, publisher, number of engagements and engagement rates, dwell time, completion rates, and spending.  Advanced metrics are conversions, conversion rate, conversion value, average conversion value, return on investment, and life time value.

There’s a lot of planning information in chapter six, and even more that I didn’t write about, but there’s over 750 words now and I don’t need to.  Chapter six was a really informative chapter, and I recommend going through it again.

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links:

https://www.iab.com/guidelines/mobile-buyers-guide/

https://adage.com/article/digital/google-bringing-brand-friendly-ads-mobile/295176

 

Experiencing Mobile Advertising

The Future of Mobile

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This blog post will be about the article “6 Trends that will Shape Mobile Marketing in 2019.”  The six trends that this article talks about are a fight for dominance in mobile video, voice tech’s blossoming role in the household, social commerce, influencer marketing goes bigger then gets small, 5G set to super charge the mobile ecosystem, and augmented reality moving out of native apps and onto the mobile web.  I’ll only be going through the first five sections in the article.

In the section about the fight for dominance in mobile video, the article states that mobile is forecast to grow in spending on online advertising by 72%.  The article also says that in the next 12 months could decide if things like Facebook Watch and Instagram’s IGTV will be successful.  I don’t think that they will be very successful with the popularity and the already well known apps and sites such as YouTube, Netflix, and Hulu.

Next the voice technology in the household section goes into talk about the growth of smart speakers usability in the household.  By 2019 brands are expected to begin proving their value in the home.  The big challenge as voice technology evolves is going to be the voice assistant’s many recommended products and brands based on purchase history of the customer.  One day they expect, maybe not in 2019 though, that instead of asking to order milk the fridge will be able to remind you that you’re almost out and suggest purchasing the same brand or the nearest place to have the best price of milk.

Social-Commerce

In 2018 brands used primarily Instagram, Facebook, Pinterest and Snapchat for boosting awareness, generating leads, and advertising products.  The trend for 2019 is that the industry is set to focus on engagement.  The goal to attract attention and drive consumers to an online store is going to change as platforms change to try and be more a more convenient, one-click style experience on the app versus being directed off-site and having to go through a lengthy check out.  Out of all the sections talked about in this article, I have to agree with this sections trend the most.  You are already seeing updates on social sites, such as Instagram, with allowing businesses to use links to products in their posts, and more users purchasing off of sites like Instagram, Facebook, and Pinterest.  Another update we are seeing are the use of chat bots on Facebook when going to a business’ page.  I expect you’ll be able to place orders through Facebook messenger eventually as some brands that I purchase from even send me my tracking information via Facebook messenger.

The trend for influencer marketing in 2019 that is stated in the article is that there will be a shift from traditional marketing dollars going towards influencer marketing.  With the budget reallocation, there will be the need for the advertising industry to get serious about increasing trust, transparency, and measurement in influencer marketing.  The article also says that brands are wanting a guarantee of engagement numbers, impressions, or video reviews.

“When it comes to the entire industry as a whole, guarantees are an aspect brands need and require, whether it’s engagements, impressions or video views.” – Jamie Reardon

CEO, Find Your Influence

I agree with the trend of using more localized micro-influencers to be more authentic and give campaigns a local touch.  I also think the trend to make sure companies are getting their money’s worth with impressions and views from influencers is also important.  It can also help be used to help calculate the return on investment using influencers gives a company.

The next mobile trend for 2019 that is talked about in the article is the use of a 5G network.  With the creation and use of the 5G network they are expecting 10 times faster download speeds when compared to 4G networks.  The faster speeds will enable marketers to dive deeper into interactive ads, or augmented reality formatted ads.  This also will offer richer experiences for mobile users and mobile gamers.  The trend that will be used with games is offering demos of different games before downloading.  5G is also expected to increase the number of games available for mobile.  Because 5G has the ability to process data quicker than 4G, it is predicted to supercharge capabilities for personalized content and real-time ad targeting for marketers.  Another aspect of 5G is that the create the evolution of connected devices, such as cars, speakers, and wearable electronics, like the apple watch.

With the new technology of 5G, the use of influencers growing in marketing, mobile video, voice technology, and the growth of social commerce, the trends of 2019 will definitely change mobile marketing as we know it.

The Future of Mobile

Shopping and Texting Oh My

In this blog we’ll discuss my personal mobile shopping habits.  Then we’ll talk about the information presented in chapter 4 of the Mobile Marketing Essentials textbook about text message marketing.  We’ll go into starting a text messaging campaign, building up a database of phone numbers, and more.  First, let’s talk about shopping on apps.

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When I purchase products from my phone I tend to use only two apps, Amazon and Yesstyle.  I make small purchases from these apps on my phone compared to larger amount purchases on my computer, such as purchasing a hotel room or plane tickets for a vacation.  Yesstyle I tend to only purchase the free daily gift from their app, which it’s easier to purchase it from the app than from the online store because you have to search through their Instagram to find the product and the code and then type it in the coupon code section.  Granted, 84% of online shoppers refer to social media for recommendations before shopping online, and 60% of online shoppers like to receive an incentive or promotion before shopping.  With the app, the free gift it just pops up right away and you can add it to your cart and pay for the shipping.   With amazon I start on my phone and then switch to my computer.  I’m part of the percentage that starts on their phone then moves on to their computer.  I feel more comfortable using a computer, I only use my phone to purchase something if I don’t have access to my computer.  The trends that can be identified by my behavior is that I’m a part of the 49% of online shoppers that spend time on retail sites from a laptop/computer compared to the 37% of online shoppers that spend time on retail sites from a smartphone.

https://www.invespcro.com/blog/online-consumer-shopping-habits-behavior/

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In chapter 4 of the Mobile Marketing Essentials textbook, it goes to talk about text message marketing.  Steps to starting text message campaigns, building a phone number database, promoting, opt in incentives, and messaging measurements are all discussed in this chapter.  To start a text message campaign you need is a reliable text messaging application provider.

Here’s a video on how to set up a text message campaign:

Don’t forget, every platform may look different, but the basic function of each platform is pretty much the same, which is: set up a text messaging program, set the appropriate user flows, prepare the content, assign a common short code and keyword, and send and receive texts.

The next thing for creating a good text messaging campaign is to build up a phone number database.  There are a few good basic practices for building a database.  The first is to send only relevant messages to people on the messaging list.  The second is to remember that building a database is a marathon, start with one opt-in message and one customer engagement.  The third is to start building your database immediately, don’t wait until a holiday or special sale.  The last practice is to remember that there is a difference with text marketing compared to email marketing.  Never buy a phone number lists and send messages to them.

Promoting through text messaging is focused on call to actions.  Some good platforms to promote call to actions are: store signage, email campaigns, product packaging, window clings, radio and TV advertisements, on the companies website, or through direct mail marketing.  There are some tactics to help grow your database after promotional messaging has been established.  Some of these are: social media and word of mouth, recruitment of employees, add incentives to messages, and add a reward.  A good example of incentives from opting in to a text message system is the NWTC Rave Alert system.  Not only does it message you about weather closings, but it also will let you know about events, such as the career fair or the opening of registration for classes.

Measuring a messaging campaign is very simple, since most messaging application platforms count the number of messages sent and received.  What you’ll find on a report from the application platform is the user’s phone number, the user’s wireless carrier, time and date the message arrived, the keyword, the common short code used, other information, such as email, zip code, or coupon code.

Text message marketing campaigns can be helpful when collecting even more specific data about customers.  Just remember to make it worth the customer’s while and not send irrelevant information to them.  It’s also useful since most people read text messages than emails when comparing text message marketing campaigns to email marketing campaigns.

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https://www.ediarosms.com/resource/how-to-increase-sales-with-sms-text-message-marketing/

Shopping and Texting Oh My

Emails and Apps (Engagement Strategies)

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Mobile readiness, mobile email marketing, and apps are all important parts of a strong mobile marketing campaign.  Chapters 2 and 3 in Mobile Marketing Essentials goes in to detail of what you need for all of these.

Company audit is the first thing you should do to find out if a company is mobile ready.  Some things to look at are if the company uses an external mobile agency, or are there employees dedicated to mobile.  Some questions for a mobile readiness audit are: How are mobile decisions made? Do you use SMS, push notifications, QR codes, mobile SEO, or location enablers as mobile channels for marketing?

There’s also a difference between text emails and rich media emails. Text emails show up fine on most devices, black and white, no images, no rich media.  Rich media emails are HTML coded, wide range of formatting techniques, uses colors, fonts, and image and video content.  Most emails follow the rich media style.

Before sending any emails or SMS messages you should know about the CANSPAM act of 2003.   CANSPAM act of 2003 delegates how message marketing, whether text or email, can be used and the requirements to use it. opt-in for texts, opt-out for emails.  must have an unsubscribe in email.  Here is a video explaining CANSPAM more:

One of the case studies in chapter 2 talked about the growth of Southwest airline’s mobile only mailing list and app growth.  Southwest Airlines built a mobile only mailing list by promoting email subscriptions using banners on the website and in the app.  Also giving out discounts and other information about flights and reminder emails.  People are on their phones more than computers when at the airport, making it a better platform to cater to.

If I were a competitor of Southwest Airlines would invest in apps and mobile texting as mobile marketing strategies.  If flights are delayed or the gate changes you don’t always get the notification from the app, but if a text came through you’d see it right away.  I’d also market in the airports as well on the flights about downloading the app and then subscribing to emails on the app.  Many of these are being used by airlines like Delta and United.  They also use the 24 hour mobile check in.

Mobile tools that airlines can use more effectively are texting and notifications about delays, gate changes, flight changes.  Also if you miss a flight because of a delay have the opportunity to schedule a new flight on the app.

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Chapter 3 in the Mobile Marketing Essentials textbook goes to talk about apps, why they are used and how, and advertisements.  

Mobile website is for “just looking” behavior, mobile apps are for “want it” behavior. – Mobile Marketing Essentials

There are many reasons why apps are being created and used.  The six main reasons apps are being used to empower communities, as promotional tools, for retail sales, as a customer support channel, as a means to drive consumer advocacy, and as a tool to make us healthier and save lives.

Time spent on apps and app abandonment are a quite surprising in data.  90% of time spent on phones is on apps while only 10% is spent on mobile websites and searching the internet via phone. 70% of consumer digital media time is mobile or app based.  However, after 6 months 50% of apps are no longer used after being installed, and after 1 year, 98% of apps are no longer used.

Advertising on apps are said to be under an idea “think local” categories.  Those categories are search, listings, and local advertising. Local searches tend to generate immediate action.  50% of consumers who did a local search on their phones visited a store within a day.  34% on a tablet did the same thing.  Local searches generate immediate action.  Listings are details about businesses that show up on extremely popular local services, like yelp.  Listings must be accurate.  73% of consumers are found to lose trust in a brand when online listings show incorrect information.  Local advertising is one of the best methods of advertising on apps.  Many attributes can be considered for local ads, such as weather, local sports, or illnesses in the area.  Locally targeted ads can perform about 62% better than non targeted ads.

So as you can see, being mobile ready is needed to properly use and advertise apps.  Also, looking at how many people are on apps and how long apps are being used for.  With this information you can help increase your mobile marketing and help your campaigns have a better performance.

 

References:

https://www.ftc.gov/tips-advice/business-center/guidance/can-spam-act-compliance-guide-business

https://www.forbes.com/sites/ewanspence/2014/07/17/mobile-developers-must-engage-and-retain-users-quickly-says-swrves-latest-app-report/#440dd4b2981c

Emails and Apps (Engagement Strategies)

Introducing Me

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Hey guys! I’m Bridget Decker, and I’m a full time student double majoring in Event Management and Marketing with an emphasis in Digital Media.  I’m a part time manager at a shoe store and a makeup artist for Terror on the Fox.  I’m also the president of the American Marketing Association chapter at NWTC.  I also have degree in professional makeup artistry from a school in Los Angeles, CA.  I was born and raised in Green Bay, WI, and I have two brothers who are both married and an adorable and hyperactive cat.

I love to travel! I’ve been to twenty different states and four countries, but is going up to five this summer as I am going to Scotland.

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I also enjoy going to concerts, going shopping, and trying new foods.

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The social media platforms I tend to go on the most are Facebook and Instagram mainly to keep up with friends.  I’m taking this class because it would help me in my future career in events, but I will be using social media in my future job since you can’t have an event if no one knows it’s happening.  If things go according to plan, in 5 years I hope to be working for a concert promoting company in LA or working for an entertainment company in South Korea.

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Seoul, South Korea
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Seoul, South Korea

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Moving on to the next part of this post, after reading the first chapter of our text book, Mobile Marketing Essentials, I found the case study on the Chicago Art and Theater to be a very interesting example of mobile marketing.  I found the use of co-branding to be very well thought out, even though it took the Chicago Art Institute awhile to jump on board.  I thought the use of a Facebook contest to help increase exposure by word of mouth was well thought out, especially for it being 2013.  Using mobile marketing definitely helped with the amazing amount of over eight million media impressions in just 24 hours.  Hanging the fake A Sunday Afternoon on the Island of La Grande Jatte painting at the Navy Pier after the event in the Chicago Art Institute helped to continue to gain exposure for both the Chicago Art Institute and the Chicago Shakespeare Theater.

Here’s a short video on the event.

Other reference links:
https://www.mmaglobal.com/case-study-hub/case_studies/view/27197

Introducing Me

What is Social Sharing? And 3 Companies to Learn From

content-sharing

What is social sharing?

Social sharing is the practice of sharing content from a website on a social media site or application.

So why is it important?

Three companies that use social sharing to their advantage are Choice Music, KCON, and KORE LIMITED.  I have listed their website and social media links at the end of this post.

Choice Music is a music store in Koreatown, Los Angeles that specializes in Kpop music and merchandise. They mainly use Instagram and twitter to post on, but they do have Facebook as well.  Choice Music shares content about merchandise from their store, contests, inventory and store updates, and funny, relatable posts about concerts and news happening in Kpop.  They share a lot of video content on their Instagram page.  Videos include store and inventory updates from the owner and unboxing videos of merchandise.  Unboxing videos make you able to see what comes with the product and how it looks before purchasing and helps take away that slight buyer’s remorse a customer may have after purchasing the product.  They also make posts very relatable when talking about new concerts.  They also run a lot of contests to get their fans involved with them.  The respond to comments and direct messages as well, making them very engaging with their fans.  They also have a loving nickname for their fans called Choice Gang.  If you go to their twitter account, Choice music has a much snarkier/sassy tone when posting.  They post a lot more humor related content on twitter and do a lot of product reveals and contests through Instagram.

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KCON is a convention that specializes in all things hallyu (Korean wave) for the last 4 years.  This includes: music, movies/dramas, food, skincare, fashion, and more.  They have conventions in New York and LA over the summer.  It’s a convention by day and concert by night holding 2 nights of star studded concerts.  They post on mainly on Instagram, twitter, and Facebook.  They tend to post a lot of video content on their social media sites, especially when announcing artist and special guests for the convention.  With special guests they can put five guests on one video to reduce the amount of content that gets shared, and prevent them from seeming annoying.  They also use Facebook live to live chat with fans of the convention to announce artists, special guests, and more for the conventions.  Doing this they are able to answer questions directly from the viewers.  Leading up to the live chat they also post hints on their Instagram story to guess the artists being announced.  They make sure they provide the detailed information about the convention, such as ticket prices, ticket sale times, and convention times through photos shared on social media as well.  By sharing information this way with pictures and videos, it’s much easier for the fans to understand and engage with the content, and also be able to share the content themselves.  There are a couple of downsides with this company’s social sharing.  The first one is that during the off season of the convention, they share less content.  Most of the content being shared is throwback content from the conventions.  The second downside is that they share all the same graphics to every social media site.  The only thing that is different from what is posted on other social media sites is their Facebook live chat.

KORE LIMITED is an urban and street-wear style clothing brand that celebrates Korean culture and lifestyle.  Because they are an online only store, social sharing is huge for driving sales.  They mainly post on Instagram and Facebook, but they do have a twitter account as well.  Since this is a clothing brand, the main things that are shared are their products.  They use high quality photos and models for showing off their products.  They even did a photo shoot in South Korea.  They also share sneak peeks of new seasonal lines and collaboration designs that are coming out.  When they announce a new look book has come out on their website, they share a link and make it easy to see what new products are available.  Contests are run and shared every once in awhile too.  You have to comment and like the post that was shared, and follow KORE LIMITED and potentially another company’s page.  Recently they ran a contest with Choice Music to win a free sweatshirt from them and a free BTS album from Choice Music.

As you can see there are a few things that these three companies do to increase the quality of the content that they post to their social media.  They use photos and videos to engage their audience and make it easier for their fans to read.  They also run contests on their social media channels to promote products, and also other company’s when collaborating on a contest.  They share detailed information about products or events coming up. The final thing is that they are very interactive with their fans and followers.  Interacting on posts really helps build rapport for the company with their fans.

 

Choice Music:

KCON:

KORE LIMITED:

What is Social Sharing? And 3 Companies to Learn From