Snapchat Me That Filter

 

(Via Eliah Davila)

BY: ELIAH DAVILA |@essenceofeliah

I am a young woman that loves snapping selfies, but I also love keeping up with snap streaks on none other than Snapchat! Young and old most of the population knows what Snapchat is. What is more popular than the app itself you may ask? The famous Snapchat filters of course. Every user has their favorite filter the dog, vomiting rainbows, or maybe the infamous flower crown. To give a little background about what I am talking about the app uses face recognition technology to attach and transform your face to many different themes. Some marketers have used this feature to promote businesses for a certain amount of time. Gatorade has used it to digitally pour Gatorade on your head and Taco Bell has used the feature to turn your face into a hard taco. I never paid much attention to the feature until recently. Last week I was sitting in my car waiting for class to start then I began to play with the new Snapchat filters. This day Snapchat had filters that only effected the change of your facial features and added aesthetic changes like longer lashes and clearer skin. I also decided not to wear makeup this day so when I used the filter then looked at the picture of myself I was taken back by the drastic changes. This filter was far beyond making me a Starbucks unicorn, this filter photo shopped my face and imperfections with one click of a button. I was not upset by the difference of the photos because what else do you expect from an app. Although, as I took on the internet to see if anyone else was amazed by the filter’s results to my surprise many people have an opinion on how Snapchat alters user’s facial features. There is much talk over social media saying that Snapchat is using filters to uphold the unrealistic beauty standard that is pushed to consumers. I believe Snapchat from a business prospective is not trying to uphold an ideal beauty. I believe the company is making an effort to stay afloat in the app industry by providing all things in one app. Snapchat using such drastic filter settings is what helps keep the app ranked above picture editing apps like Facetune and other photo shopping apps. Snapchat is ranked above all social media apps and for reasons like offering so much like a photo enhancement in just one touch is a genius marketing plan.

 

References

Burhop, B. (n.d.). Is This Snapchat Filter Creating Unrealistic Beauty Standard – Insider Tip – DailyBeauty – The Beauty Authority – NewBeauty. Retrieved from https://www.newbeauty.com/blog/dailybeauty/9814-snapchat-beauty-filter/

Dash, K. (2016, May 18). The Reason Why You Love the Dog Filter on Snapchat | Allure. Retrieved from http://www.allure.com/story/snapchat-dog-filter

Liquido, K. (2016, June 1). Why I’m Sick of Snapchat’s Photoshopping and Sexualizing Lenses – Verily. Retrieved from http://verilymag.com/2016/06/snapchat-lenses-social-media-beauty-photoshop

Vasquez, N. (2016, June 6). 11 Examples of Branded Snapchat Filters & Lenses That Worked. Retrieved from https://medium.com/comms-planning/11-branded-snapchat-filters-that-worked-94a808afa682

Wylde, K. (2017, April 20). How To Use The Unicorn Frappuccino Filter On Snapchat & Unleash Your Inner Magical Goddess. Retrieved from https://www.bustle.com/p/how-to-use-the-unicorn-frappuccino-filter-on-snapchat-unleash-your-inner-magical-goddess-52544

Burger King of Home Invasion

Kayla Henson | @kayla_hensonn

Google Home had their work cut out for them last Wednesday after Burger King released a commercial that voice activates the device in any home that contains it. In the 15 second ad, a Burger King employee quickly explains that there’s not enough time to explain the ingredients of a Whopper Burger, and instead let’s Google Home take the reins by saying, “OK Google, what is the Whopper Burger?” The devices would light up at the sound of the advertisement, then proceed to read off the ingredients of the burger.

170412161257-burger-king-google-home-780x439 (source: money.cnn.com)

One could argue that this was genius in its unprecedented form of advertising. The idea that television commercials could virtually reach through the screen into homes could be seen as an easier, less time-consuming way to reach consumers and increase engagement.

However, we live in the age of the Internet, and the Internet is not kind to unwarranted invasions of advertising, especially in their own homes.

People began making changes to the ingredients via Wikipedia, adding comical ones such as chocolate candy, toenail clippings, cyanide, rats, and medium-sized child.

Along with Burger King’s first mistake of linking the ad to an editable website, they also didn’t notify Google of their campaign. Google was reasonably upset and put the nonsense to rest within a span of a few hours by no longer allowing any Google Home device to respond to the ad.

Burger King is a prime example of the possible benefits and risks of unprecedented marketing. They took a leap of faith that people would see their risk as ingenuity and that it would get people talking. And in a way, it did just that. However, the problem could have been quickly solved by consulting Google first and foremost. If anyone knows their consumer’s preferences, it’s Google. They more than likely would have suggested to not do an advertising with so little thought to detail.

When it comes to advertising though, it’s best to stick by a rule of thumb that a majority of people do not want to be woken up from their couch nap in the living room by the ingredients of a Whopper Burger.

You’re better off getting into a tweet war with Wendy’s.

References

Amadeo, R. (2017). Retrieved from https://arstechnica.com/gadgets/2017/04/google-burger-king-feud-over-control-of-the-google-assistant/

Dwyer, C. (2017). Retrieved from http://www.npr.org/sections/thetwo-way/2017/04/13/523740193/ok-google-burger-king-hijacked-your-speakers-and-failed-pretty-quickly

Flaherty, K (2016). Retrieved from https://www.buzzfeed.com/keelyflaherty/burger-king-and-wendys-got-into-a-twitter-fight?utm_term=.dj3ZrkK7b#.sadbRDmNg

Larson, S. (2017). Retrieved from http://money.cnn.com/2017/04/12/technology/burger-king-ad-google-home/

Former Design Ethicist at Google Speaks about how Tech Companies use Persuasion to get our Attention

 

32838445324_5fb3bb1f6f_b
Photo via TV Brackets.

 

(Written by Jesse Priest.)

Former Design Ethicist at Google, Tristan Harris, spoke with author and neuroscientist Sam Harris about the ethics of how technology companies use persuasion to get our attention and time and about solutions how to better spend your time with technology.

Tristan was a guest on Waking Up, a podcast by Sam Harris, author of two New York Times best-selling books including The End of Faith and The Moral Landscape.

Check out the podcast here.

Tristan is the head of Time Well Spent, a company that focuses on inventing ways that help people spend their time well with the devices and technology they use the most. He has been on 60 Minutes and also has a TED talk on the subject.

From the website Time Well Spent:

The truth is: we decide who gets your attention.

Apps, news, politicians, even your friends…
All of them go through screens we designed, before they reach you.

The problem is, our goals aren’t the same as your goals.

Because our profits rely on your attention. So we’re not really on your team…

We win the more we keep you scrolling.
We win the more we hook your kids.
We win the more things interrupt you.
We win when outrage and misinformation keeps you hooked to news.

We don’t want it to be like this.
We don’t want to pollute your mind and our democracy.

But we’re trapped… unless we can change the industry.

In his podcast with Sam Harris, Tristan gets into the fact that even though products and apps can bring you lots of benefits and pleasures, you can also, at the same time, be manipulated and led down a path that is not beneficial in the long run.

“People’s minds can’t hold on to both truths that we do derive lots of value from Facebook and there are many manipulative design techniques across all of these products that are not really on your team to help you live your life. That distinction is very interesting when you start getting into what ethical persuasion is,” Tristan said.

Professional Certifications To Get Ahead

In your career, you should always be looking to get ahead of the game. Sometime that requires getting certain certifications to benefit and enhance your professional skills. As new technology arrives in your field, you must adapt and play catch up so that you can keep up with the competitive job field.

As I am finishing up my graduate studies the next few weeks it got me thinking what I will do next to keep my resume strong and in the running with others in my field. After researching and talking to different marketer; professional skill certifications came into play. Online certifications can be done from home on my own time and can be completed within weeks or even a few short months. So, the search began…

Certifications

During my tweet chats for class I stumbled upon Hootsuite’s website a few times and their article, “Brand Certifications to make you a better Social Media Marketer” caught my attention just the other day. One- I highly recommend looking at their website for tips and two- their chats are informative and great to create new connections.  This article talks about the six different marketing certifications that will benefit your social media skills. Three out of the six I had never heard before. That is little scary! Each platform mentions the courses provided and projects that are included. It goes over Digital Marketing with Udacity, Social Media Marketing with Facebook Blueprint, SEO with Goggle Adwords, Real-time marketing with Twitter Flight School, Pinterest Propel, and Hootsuite Academy. I would say Hootsuite Academy and Real-time marketing with Twitter are my top two that I will personally be considering. Every certification counts and can make a different in each job. Another certification that I came across and am currently in the process of finishing is called Project Management Professional (PMP) which shows how to manage others, strategize multifaceted variables, and implement a project from beginning to end.

Surprisingly, the more you keep yourself engaged and updated the greater the advantage you will have in your workplace.

What are you waiting for? Get to it!!

marketing-img1

https://www.simplemost.com/7-professional-certifications-can-help-boost-career/

https://blog.hootsuite.com/brand-certifications-social-media-marketing/?utm_source=twitter&utm_medium=owned_social&utm_campaign=hs_corp-bau-glo-en—owned_media-social_hootsuite-&hootPostID=f7ecdbeea5403866a36aa42d0b561fe2

Pepsi Co or Pepsi..NO?!

Photo Via Pepsi

Eliah Davila |@essenceofeliah

If you’ve been logged on to any social media platform this last week it was hard to ignore the Kendall Jenner slander. You may have chimed in or just watched the Pepsi advertisement yourself to catch up on the Jenner gossip and let it play itself out. Either way everyone online has agreed on one idea of the advertisement, it was bad. Not only does the advertisement try to represent people of all walks of life but it also stepped on many toes. The video advertisement had hip Kendall Jenner strip off her wardrobe from her modeling shoot and join a march of people with protesting signs. At the climax of the video Jenner hands a cop a Pepsi and the crowd follows with joyful cheers. Social media revolted against the video. No one defended the advertisement and it left everyone unsettled even led Pepsi to quickly pull the advertisement from the media. Pepsi gave their condolences to the public not defending the advertisement but explaining the company was aiming for “a global message of unity, peace and understanding” and continuing by admitting “Clearly we missed the mark, and we apologize”. This advertisement did get unity though. People like Martin Luther King’s daughter Bernice King spoke up against the advertisement tweeting “If only Daddy would have known about the power of #Pepsi” along with a photo of Dr.King being held back by a group of cops. Also, Black Voices Associate Editor at The Huffington Post Taryn Finley tweeted “Kendall Jenner gives a Pepsi to a cop and rids the world of -isms. Y’all can go somewhere with this tone-deaf, shallow and over-produced ad” disagreeing with the advertisement completely. Many users of twitter put their two cents in about the advertisement by adding memes and speakings about the insensitive message. Pop star Madonna made a point trying to defend not Pepsi but Kendall Jenner herself on an Instagram post captioning “When you wake up and realize that S*** just really doesn’t make sense. Side  Note: My Pepsi commercial was pulled 30 years ago because I was kissing a black saint! #ironic” following with a separate post of Madonna carrying a Coca-Cola can. If Pepsi’s goal was unity, the agreement is that all users of social media united to agree this advertisement was just not the solution the world needs.

 

 

Refrences

Eror, Aleks. “Kendall Jenner’s Pepsi Ad Is the True Face of Advertising.” Highsnobiety. Highsnobiety, 09 Apr. 2017. Web. 09 Apr. 2017.

France, Lisa Respers. “Why Madonna Is Drinking in the Pepsi Controversy.” CNN. Cable News Network, 06 Apr. 2017. Web. 09 Apr. 2017.

France, Lisa Respers. “Why Madonna Is Drinking in the Pepsi Controversy.” CNN. Cable News Network, 06 Apr. 2017. Web. 09 Apr. 2017.

PepsiCo. PepsiCO, 5 Apr. 2017. Web. 09 Apr. 2017.

Reeves, Rachel. “Social Media Mocks Kendall Jenner for Tone-deaf Pepsi Ad.” AOL.com. Abid Rahman, 05 Apr. 2017. Web. 09 Apr. 2017.

Smith, Alexander. “‘We Missed the Mark’: Pepsi Pulls Ad Featuring Kendall Jenner after Controversy.” NBCNews.com. NBCUniversal News Group, 05 Apr. 2017. Web. 09 Apr. 2017.

Watercutter, Angela. “Pepsi’s Kendall Jenner Ad Was So Awful It Did the Impossible: It United the Internet.” Wired. Conde Nast, 05 Apr. 2017. Web. 09 Apr. 2017.

Soci”Ad” Media

By: Donald Smith

Is social media really “free” advertising like so many have thought? Well, it used to be, but now it is only a strategy in an advertising plan. It is now all about who will pay the most such as advertisement used to be when negotiating who will shell out the most money for the prime time spot. Mike Proulx said it best in his AdAge article, “Let’s call it what it is: Social media marketing is now advertising. It’s largely a media planning and buying exercise.”

blog 5
“Social Media Ad” By Purrsonality Designs

 

Now, I know many people will still claim social media is a form of two-way communication and is mostly unpaid for, which both of those points are true. However, social media is on its way to becoming a one-way form of communication and mostly paid. If it seems skeptical, take a look at the numerous statistics on social media advertising collected by Hootsuite. A couple of statistics that stood out were social media ad spending is predicted to exceed $35 billion and increase 26.3 percent globally in 2017.  Since we are in this era of social advertising it would be a great time to find out how best to target these ads.

First, let’s look at where our audiences reside. I’m going to be giving snippets, but if you would like all of the data here is the research conducted by Pew Research Center. So, as usual, Facebook is still the powerhouse with having over 70 percent for all age groups, besides 65+, but they are on a steady increase and sit at 62 percent right now. Meaning social media ads on Facebook are going to hit the largest audience possible, but bigger is not always better. Moving on, Instagram has a way smaller audience size than Facebook, but so do all other social media platforms. The largest audience on Instagram is 18 to 29-year-olds with 59 percent of the 32 percent of users (Pew Research Center, 2016). So, millennials are going to be the best audience to target with advertisements on Instagram. Next, we have Twitter with 24 percent of online adult users. When targeting an audience on Twitter you will want to target 18 – 49-year-olds or those who make a salary of $50,000+. This combined audience makes a little of 50 percent of Twitter’s audience (Pew Research Center, 2016). Then there is Pinterest with 31 percent of online adult users. On Pinterest, women (47 percent) are by far the largest target audience, even tripling the size of the male audience (17 percent) (Pew Center Research, 2016). Lastly, we have LinkedIn with 29 percent of online adult users. LinkedIn is a strange platform because the audience size within the demographics are all similar in size. Therefore, it is up to you to decide on who you want to target. Another good resource to see who and how people use social media is an infographic published on PR Week.

Finally, some ways to help you make the most out of your social media ads. A great way to start it off would be to use the Facebook Open Graph to make sure your content is optimally packaged so you get the most bang for your buck. Another application that could help would be Google AdWords. This application helps make your content easily found on Google, and with it being the number one search engine that is not bad. Also, keep in mind to help people as much as possible as you develop your content. Last, but not least, make sure to put your content on the social media platform that your target audience resides.

How Does Your Business Appear on Google Search?

By: Taylar Gomezmap listing

Photo Credit: Search Engine Land

The way that your business appears on the Google search page could be the deciding factor for someone to click your listing. Searches are made locally and people want answers fast when they are searches for a specific type of business. Your listing should include the main answers to questions that are most often asked. Not only should you listing be accurate and complete, but managing the reviews is an important factor as well.

The first thing that a business owner should do is making sure they are signed up with local directories. These local directories include platforms like Yelp, Yellow Pages, White Pages, and Facebook to name a few. To make sure that that this part of your listing is managed, you can set up a relationship with a program that will keep everything up to date with a monthly fee. In an article from Social Media Today, it is recommended to use a program like SweetIQ to help keep your listing relevant. It is important to manage and make sure your listing is up to date for many reasons. One of the main reasons being that Google puts emphasis on websites that contain accurate and complete information. This will help your listing be seen by more customers creating a higher click through rate for your website.

Reviews can be a challenging thing when it comes to a business listing. It is very important not to ignore reviews that may are made towards a listing. Individuals searching the web before deciding which business to choose, often rely on the reviews of that business. A tip to make sure that your review section doesn’t go unnoticed would be to ask your most loyal customers to write you a review first. This way when a potential customer sees your listing they will immediately look at the positive feedback that others have shared about your business. The question of what to do when you receive an angry review is always on a business owners mind. In a video created by Cave Social, they suggest a couple ways to respond to a negative review. The first way is to address the concern of the customer and provide customer service. The second way is to try and get the person in a one-on-one chat scenario to further discuss solutions.

Potential customers are going to see your business information and reviews first when they search on Google. Making sure everything in your listing is a significant part to making your search appear at the top of the search engine results page.

 

References

Kerby, J. (2017, March 8). A Quick Guide to Local directories and Online Reviews. Retrieved March 12, 2017, from http://www.socialmediatoday.com/marketing/quick-guide-local-directories-and-online-reviews.

[Cave Social] . (2016, June 24). In The Cave Episode #13: How To Respond To Angry Reviews On Social Media. [Video File]. Retrieved from https://www.youtube.com/watch?v=pghKh3EtCI0&feature=youtu.be.