By: Donald Smith
After 51 years, Vans, the worldly renowned footwear brand, realized that it is no longer only a skateboard brand, but a brand associated with its only culture (i.e. Nike, Starbucks, Patagonia). Therefore, It has decided to do expand its target audience by implementing a new social media campaign named, “This is Off the Wall.” The campaign’s purpose is to encourage customer acquisition, which means to increase the number of customers your company has. Van’s strategy in this campaign is a series of videos containing content directed toward the new direction the company is going with its key message “Off the Wall.” The tactic used was 12 videos, each containing a “brand ambassador” to attract new audiences.
However, this could become a problem because if a company engages in customer acquisition, then it is going to slack a little in customer retention, which means to increase the number of returning customers your company has. So, the new question is how Vans can use its new social media campaign to balance both customer acquisition and retention.
The weird thing about Van’s campaign is that it encourages both retention and acquisition. The campaign did retention perfectly by including several of the brand ambassadors to be skateboarders. Doing this allowed the older customers to still feel as though they are connected to the brand. Thus, they are retained. The campaign successfully implemented acquisition through the use of other brand ambassadors that dealt with topics such as fashion, surfing and music.
Now, the next step Van’s needs to take is allowing user-created content. The best channels to do this would be to set up a separate Snapchat account named “ThisIsOffTheWalls” or some variation of it and have customers submit snaps, mostly videos, to showcase their meaning of “This is Off the Wall.” Next, utilize YouTube, this can be where longer videos from customers can be submitted. Also, make sure to retweet and share Twitter and Facebook posts with the hashtag #ThisIsOffTheWalls. Lastly, set up a separate Instagram account named the same as Snapchat’s. The reason for Instagram is to use its video capability as well because there are people who are solely on Instagram and not on Snapchat. A great example of a campaign similar to this would be what GoPro did to include user-generated content.
By Daniel Portales
Felix Arvid Ulf Kjellberg, otherwise better known as the most subscribed channel on Youtube ever PewDiePie, no doubt has a tremendous reach and audience. This is both in the Youtube sphere as well as any social media site he is involved with, most notably Twitter and his mass following on that site as well.
He made his start as doing a series of videos called, “Let’s plays,” where he records himself playing video games while showing reactions and adding commentary of his impressions of any given game, a popular type of video to this day. However, he has recently branched out to do different kinds of content that he finds fun and would provide different kinds of content for his viewers to watch, mostly comedic and simple in nature. Often times however, being a comedy channel and the absolute most popular at that, he often threw criticism at online media that covered him and wrote about him. So he very often made tweets, and most notably videos that often poked fun at media that took certain things he has said and done out of context to put him into a bad light, and that anything ever written about him in the media are almost always written with a negative connotation.
In response, he often made jokes that he was actually a Nazi and a die hard Trump supporter, dressing up in stereotyped costumes of said people in videos, poking fun at their image as well as online media taking things out of context at times. Later on, he would make a video where he would have fun with a website he found where he would pay 5 dollars, and they would make any video saying anything he wanted. So he tested the limits of the website by having them say awful things like, “Kill all Jews.”
Normally, it can be obviously inferred that the joke doesn’t work unless what was being said to be considered awful, however the Wall Street Journal, what was seen as one of the more trustworthy publications out there, actually took many of these sets of videos and wrote a very damning hit piece on Felix. With no sense of irony, they took the many videos he uploaded for the sole purpose of parodying the things taken out of context, and used the clips out of context to frame him as a White Supremacist Neo Nazi.
(You must have a subscription with the Wall Street Journal to view the written article in question, but the video is public for everyone)
In reaction, the Wall Street Journal lost many subscribers, their video version of the events have been down voted immensely, and fans who already know about who Felix is and his character, have defended him fiercly on social media websites. A vast majority of gaming personalities, developers, and writers all showed support on Twitter in various ways, numerous Youtube videos were made in response to the Wall Street Journal and how they bizarrely they handled the coverage of Felix. Of course, this met with people taking the WSJ’s side on the matter as well. Most notably, J.K. Rowling herself actually debated with a large number of people on Twitter on the matter.
This would spark a really great debate on many social media platforms whether what was considered acceptable as jokes, and whether some jokes were harmful for society, and the nature of jokes themselves. Youtube itself for a week had many popular Youtubers coming to PewDiePie’s defense that would heat up the online debate and cause a pseudo intellectual/culture war on the Internet.
Since then, Felix has made a video responding to all of these articles written about him in response to Wall Street Journal, saying he apologizes for anyone he may have offended, but that he does not promote hate in any manner. But he still condemmed the WSJ and the media in general for trying to bring him down by being dishonest as well as call out hypocrites who have also joked about Nazi’s in the past. With one of them, surprisingly being Ben Fritz, one of the writers of the WSJ article.
Sometimes even the biggest names, like J.K. Rowling and the Wall Street Journal, aren’t immune to vast criticism on social media. And the exchange of ideas on Social Media might spark an otherwise interesting debate.
by Parker Cantu
Live streaming your content has never been easier. Streaming websites like Twitch have become popular with even YouTube joining the party with YouTube Live, and with just three taps on your smartphone you can go live with Facebook Live.
If you’re going to start going live on a regular basis to try and gain a following, just going live isn’t going to help you. Facebook Live is a little different since it notifies all of your Facebook friends that you went live, but if you want attention on any other platform, you’re going to have to get the word out. Twitch alone had 2.2 million unique streamers in 2016, and the majority of its users are focused solely on video game content. Sure, a large amount of these streamers are one time occurrences, but that’s a huge number to go up against.
Think about the last time you got a notification from Facebook saying that a friend has gone live. What did you do in response?
Well the last time I got that notification, I dismissed it without another thought.
The same idea can be applied to streaming services such as Twitch and YouTube. A spontaneous, inconsistent stream isn’t likely to get many viewers at a time or keep people coming back. Keeping a consistent schedule makes it easy for anybody interested in your stream to make an attempt to catch you while you’re live while also making it more likely that people will return to your stream after that first time visiting.
Using your social media accounts to inform people about what is going on is a great way to keep them engaged in your growing community. It’s also an important tool in letting people know what’s going on when things don’t go quite the way you planned.
If you’ve recently started streaming and are wondering how you can get more viewers, try tweeting about your stream a few hours or even a day before it starts. Stick to a schedule and see if that helps your viewer count improve. Finally, just keep at it. Everyone starts somewhere.
Oh, and don’t worry about talking to yourself. Someone’s gotta come check out the stream eventually.
Bt Daniel Portales
There’s a really odd phenomenon going on today in regards to video game interaction. Gamers and even non gamers alike are spending just as much time, if not more, watching people play video games as opposed to actually playing them. Decades ago in the 80s and 90s, people would only watch people play games in certain contexts. For example, when waiting for someone to get a game over at the arcade so that you could play next. Or when your siblings are hogging the game console at home and you have no choice but to wait your turn. Or perhaps just getting stuck in a particularly difficult game, and you need to watch an experienced player show you the ropes.
Nowadays, a lot of gamers both old and young, choose to watch other people play games despite having free time or even their own games they can play. Of course most people can’t help but ask the question why. A common response to that question would be, “The same reason people watch other people splay sports or something like poker.” and there’s some truth to that. Especially with competitive games like Overwatch or Fighting games.
But I think people also fail to see other reasons to watch someone play a game, such as the simple reason that they can’t. Either because they don’t have the money to pay for a brand new $60 video game. Or even a new $300-$500 console to play games on. Gaming PCs can even be in the price range of the $1000s. It’s a great alternative to see how a game plays and see what it has in store. Some people simply aren’t that great at video games and simply want to watch a game’s story.
And in a lot of cases, they simply enjoy a funny or charming personality play some of their favorite games.
What most gamers will also claim to be their reason for watching games is to gauge whether or not they want to play a game that they are interested in. Since gaming has become such an expensive hobby, its natural to be a little hesitant to buy certain games, and watching gameplay videos online remedies that.
However, many gaming companies, most notably one of the most iconic gaming company out there Nintendo, sees this phenomenon as a hindrance to their business model. They feel they lose potential customers who see most or all of their game’s stories or game play mechanics straight away. Or in cases where they release a game that has intrinsic flaws that the streamers point out, which would lead to curious gamers to turn down buying said game. This would lead to the point of requesting any footage or streams online of their games to be removed completely. However, I think it’s worth noting that these gameplay videos or streams make for amazing advertisement as well. Showing how good a video game can be when played a certain way, or really showing off a game’s good aspects that a simply trailer can’t do. And depending on who’s sharing the gameplay and their popularity, it would lead to an otherwise unknown developer or game franchise to get a lot of recognition they otherwise wouldn’t get. Such as the really small developer’s game, “Five Nights at Freddy’s” exploding in popularity when played by popular Youtuber, “Marikiplier.”
Developers are somewhat noticing the benefits of this trend by implementing simple streaming services within their new consoles themselves. But put limits on what can and can’t be streamed, while other companies like Nintendo, simply takes off most newer game footage completely and refuses to add streaming services at all.
These limits or outright prevention of streaming or recording gameplay footage is rather disappointing to say the least, with what I feel developers, particularly Nintendo, is missing out on. But hopefully the trend will continue to grow and maybe spread the new gameplay medium out even of the same levels as typical sports.
By: Jasmine Meredith
As soon as social media gets a hold of something and it gets in the right hands, it’s only a matter of time before that something goes viral. In this case, that something happens to be a video of Danielle Peskowitz Bregoli better known as the “CASH ME OUSSIDE HOW BOW DAH” girl.
If you have no idea who I’m referring to or by some magical way you’ve managed to be on Facebook, Twitter or Instagram without seeing this video she was featured on a Dr. Phil episode that aired back in September 2016 titled “I Want To Give up My Car-Stealing, Kife-Wielding, Twerking 13-Year-Old-Daughter Who Tried To Frame Me For A Crime“.
People created memes, remixed the Dr. Phil interview into a song and even bitmoji created a “CASH ME OUSSIDE HOW BOW DAH” emoji that everyone can use with their own bitmoji! Danielle is even selling apparel according to her Instagram.
Although Danielle isn’t the only person to go viral I thought it was interesting to just think of the many people who have been recognized by using social media. So many people from Vine (RIP as Professor Bufkins said), YouTube, Instagram and Twitter. Some by choice and others who were just minding their business.
A thing I see a lot on Twitter is opportunity and lessons being taught. These situations go viral whether people are ready or not. Here are some examples:
Picture Source: Zendaya Twitter posts
A guy tried to embarrass a girl on Twitter because of her weight but in return, received a lot of backlash. Actress, singer and dancer, Zendaya, actually came across this post and ended up offering the girl a modeling contract for her brand Daya. And yes it was legitimate. It’s never just Twitter.
And then you have the lessons where you literally watch everything unfold. The most common thing I’ve seen is people tweeting racist things, and once again it gets in the hands of someone with a twitter following who “lobs” (twitter terminology: retweeting to the TL) the tweet bringing it to people’s attention. It usually ends in someone finding out who the original tweeter works for or what institution that person attends and bringing the tweet to said employer/institution’s attention. People have gotten fired, and suspended because of the things they say on social media. It’s never just Twitter.
Social Media is a platform for so many things and it definitely plays a bigger role than some may understand. But it’ll click eventually.
““I Want To Give Up My Car-Stealing, Knife-Wielding, Twerking 13-Year-Old Daughter Who Tried To Frame Me For A Crime” | Dr. Phil.” Dr Phil. N.p., 16 Dec. 2016. Web. 05 Feb. 2017.
http://www.youtube.com/channel/UCPRBSKWPdpJyD6W8rt-SQGQ. “Catch Me Outside How Bout That – (Cash Me Outside How Bow Dah) – Full Version.” YouTube. YouTube, 21 Jan. 2017. Web. 05 Feb. 2017.
By: Nathan Cooper
YouTube was created about twelve years ago and since then it has become one of the most visited sites daily. In class the powerpoint talked about how seventy-two hours of content is uploaded every minute to the site. YouTube has also made a good handful of people famous. This fame has landed them a lot of gigs all the way from starring in an advertisement to being invited to the White House. This is also the platform that many people choose to share their music on. There have been some very successful pop culture figures that made their start on YouTube such as Justin Beiber and Troye Sivan. A lot of the people who have gained fame from this platform also use social media to interact with their followers and give updates. An important strategic social media skill for these people to use is listening. If they want to maximize their engagement with their followers then they have to see what their audience is saying. In an article from the Huffington Post it talks about how YouTube has changed and revolutionized the entertainment industry. It goes on to say how a lot of major companies have YouTube channels and this helps their business thrive. To me this comes as no surprise, but whenever I talk to my mom or grandma about it they said that ten years ago they would have never believed that it would ever become something that professional companies use. YouTube has also influenced how companies interact on social media and in some cases have ushered those companies into the age of social media. YouTube continues to expand in popularity and has influenced a wide variety of fields and is not going anywhere anytime soon.