The Unexpected

Guerrilla marketing fascinates me. It’s unconventional, quick, and humorous.

I find the artist in me can see the potential in everyday objects being transformed into something else. Ask yourself this question. Have you ever looked at an object long enough that it seems to change?

“The term guerrilla marketing was inspired by guerrilla warfare which is a form of irregular warfare and relates to the small tactic strategies used by armed civilians. Many of these tactics includes ambushes, sabotage, raids and elements of surprise. Much like guerrilla warfare, guerrilla marketing uses the same sort of tactics in the marketing industry.” (http://www.creativeguerrillamarketing.com/what-is-guerrilla-marketing/)

Here are some principals of this type of marketing.

The one principal that catches my interest is that this marketing strategy is completely unexpected. The unconventional way that the marketer can get ones attention.

Have you experienced Guerrilla Marketing? What were your first impressions?

Sources

Kit Kat Guerrilla Image. (2015). Retrieved on February 22, 2015 from: http://cdn.creativeguerrillamarketing.com/wp-content/uploads/HLIC/8f21b7e0f8119132eec4ee2089bcc0d3.jpg

Ship Guerrilla Image. (2015). Retrieved on February 22, 2015 from: http://www.brandinsightblog.com/wp-content/uploads/2014/03/Guerilla-Marketing.png

Creative Guerrilla Marketing Website. (2015). What Is Guerrilla Marketing? Retrieved on February 22, 2015 from: http://www.creativeguerrillamarketing.com/what-is-guerrilla-marketing/

Guerrilla Marketing Image. (2015). Retrieved on February 22, 2015 from: http://www.guerrillaonline.com/data/up-editor_1254655030727.jpg

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Let’s Create a Facebook Page!

The following blog post is for my graduate course, it’s called IMC 619 Emerging Media. This course “examines how modern industry uses emerging media, such as blogs and virtual worlds, to enhance the IMC process.”(IMC 619 Course Pack)

This blog post will discuss how my news station interacted with emerging media called Facebook.

I work in the news industry which communicates with the public every day.  At my station, Eyewitness News, we try to engage our viewers. We utilize Facebook, twitter, text alerts and combine them with the stories we air during our newscast. But it wasn’t easy combining the emerging media.

1vFbtBkz

 

The station did experience a bumpy ride when we created a Facebook Page.  This was a confusing time since we didn’t have enough information on the subject, so at the beginning was cumbersome at best.

facebook-inc-news-feedWhen we created our Facebook page, Facebook was growing exponentially. The following 2010 iconographic shows what our station was seeing in the new emerging media: 400 million active viewers, 35 million users update statuses every day and 3 billion photos uploaded. It was an emerging media that could no longer be ignored by our station.

http://www.digitalbuzzblog.com/facebook-statistics-facts-figures-for-2010/

The station saw the potential in Facebook as a way to engage our viewers in a different way, but how we started to do it has changed from how we do it today. In the beginning there were about a dozen administrators for our page. Each of those administrators had different agendas. We had sales, promotions, and news each adding content to our page. Needless to say it was a mish-mash of blubber in the end. Each department would ask the following questions.

 

  • Why are we putting promos of TV shows on our news feed?
  • Why are sales ads on the feed?
  • Where are the news stories?
  • Who is going to put content on the weekend?

We found out the hard way that we were not engaging our viewers properly.

Here is what we found out:

  • We didn’t have a plan.
  • Content should relate to news.
  • People have opinions and are willing to share them: naughty and nice.
  • Someone needed to be in control at all times.

no-plan extra-news 400_F_35784765_S9Ysk0qNeqNkfNJgdpCUdqWWLKASaQ3s control

According to the article, Facebook Business Tips: How to Engage Your Fans, there are ways to increase fan engagement that we just didn’t understand.

  1. Find and understand you fan base.
  2. Don’t just want your fans to engage with you, engage with your fans.
  3. Use photos, quotes, and videos!
  4. Schedule your status updates.
  5. Keep it short and sweet.

The station did not know our fan base. The news department saw our Facebook page as a shortened version of a news story. Promotions saw the page as a place to promotions for other shows, rather than news, which competed with our newscast. The sales department saw the Facebook page as an advertisement.

The administrators did not know how to engage with fans. The content was just placed on the page, like a shot in the dark. Trying to figure out what post received the most likes and trying to decipher what our fans wanted.

The administrators would use photos and videos, but the technology at the station was minimal, too many firewalls and a lot of them would be lost in the ether sphere.

There was no schedule. All posts either came at the same time from a dozen administrators or when they remembered to update the page.

Learning how to post short and sweet was also difficult. The posts either had too much or not enough information.

All of the above situations caused too much confusion for our fans which lead to frustration for the administrators.

We found that we were doing it all wrong, so we went back to the drawing board. We knew we had to pull up our bootstraps and understand that we were probably not the most equip people to run the social platforms. So we created a social media team. These individuals live and breathe social media. They understand timeliness, accuracy and engagement.

In regards to this post, I’d have to say the most important element for creating a Facebook page is to plan, plan, then rethink your actions and hire the right people!

Sources

Quesenberry, K. (2015). IMC 619: Emerging Media Syllabus. West Virginia University, Morgantown, WV.

Eyewitness News Logo Image. (2015). Retrieved on February 1, 2015 from:                 http://www.wchstv.com/template/ugc/wchs/1524/1vFbtBkz.jpg

Facebook Image. (2015). Retrieved on February 1, 2015 from: http://s1.ibtimes.com/sites/www.ibtimes.com/files/styles/v2_article_large/public/2014/09/            18/facebook-inc-news-feed.jpg?itok=KWHgaxVz

Digital Buzz Blog. (2010, March 22). Facebook 2010 Iconographic. Retrieved on February            1, 105 from:

No Plan Image. (2015). Retrieved on February 1, 2015 from: http://missourieducationwatchdog.com/wp-content/uploads/2014/03/no-plan.png

News Image. (2015). Retrieved on February 1, 2015 from: https://static.distilled.net/wp-content/uploads/2011/02/extra-news.jpg

Opinion Image. (2015). Retrieved on February 1, 2015 from: http://t2.ftcdn.net/jpg/00/35/78/47/400_F_35784765_S9Ysk0qNeqNkfNJgdpCUdqWWLKASaQ3s.jpg

Control Image. (2015). Retrieved on February 1, 2015 from:   http://info.saintclairsystems.com/Portals/219243/images/control.jpg

Soldsie.com. (2014, June 26). Facebook Business Tips: How to Engage Your Fans.      Retrieved on February 1, 2015 from: http://new.soldsie.com/blog/facebook-business-tips-  engage-fans/

Understanding Emerging Media

The following blog post is for my graduate course, IMC 619 Emerging Media. This course “examines how modern industry uses emerging media, such as blogs and virtual worlds, to enhance the IMC process.”(IMC 619 Course Pack)

What is emerging media? The question is daunting. Let’s discover what others say on the internet to understand the concept.

Here are some different definitions of emerging media.

 

  • Emerging mediais the evolving use of technology and digital content to enhance work, play, and learning, to broaden access to information, and to enrich personal connection by eliminating the constraints of time and location. (bsu.edu)

 

  • The current trend in media that has come as a result of user/customer becoming more involved in the products and services by having a platform to communicate with the world about it, sharing their experience with each other and discussing over issues of society, raising their voice against the wrong is known as emerging media. (Answers.com)

 

  • What is emerging media? My definition of emerging media is innovative and interactive technology utilized to share ideas and communicate with others. (wordpress.com)

 

After looking at the definitions, the concept though seemingly vast is simple. It is technology used in everyday life in order to communicate with others.

KONICA MINOLTA DIGITAL CAMERA

Understanding emerging media can be a complicated one, unless you think of it simply. Communication with the consumer and the ability to orchestrate your efforts in order to reach them.

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Are you an emerging media novice?

What emerging media do you use every day?

 

Sources

Emerging Media. Retrieved on February 1, 2015 from: http://cms.bsu.edu/academics/centersandinstitutes/emergingmedia

 

Answers.com. (20150. What is Emerging Media? Retrieved on February 1, 2015 from: http://www.answers.com/Q/What_is_emerging_media

 

Sharakerns.wordpress.com. (2013, March 26). What is Emerging Media? Retrieved on February 1, 2015 from: https://sharakerns.wordpress.com/2013/03/26/what-is-emerging-media/

 

Rubik’s Image. (2015). Retrieved on February 1, 2015 from: http://www.conexusmarketing.com/images/Rubiks%20Cube.jpg

 

Emerging Media Image. (2015) Retrieved on February 1, 2015 from: https://thedailybytetwentytwelve.files.wordpress.com/2012/08/cropped-03-social-media-management87773.jpg