Live streaming gained importance as broadcasters understood its importance of giving them a free pass over the censor boards. Above this it creates a new enthusiasm among the viewers for providing them an unedited and uncensored interviews and shows.
Social Media in LIVE streaming
Today also not much has changed. With the penetration of smartphones, we have got our personal cameras and with high speed internet there is a high speed network for streaming. Although live streaming capabilities have been around for more than five years, the omnipresence of the live stream has only really taken flight with the advent of “Facebook Live”.
TWITTER the fastest horse
In March 2015, Twitter announced it has acquired live video streaming company Periscope, a little-known startup. In the year since, the company’s app. It lets users stream video of themselves live from anywhere in the world. It has been used to broadcast footage of refugees crossing the Turkish border and bomb scares at football matches. Now, Periscope looks like it’s ahead of the game – and Facebook has started the race, though a bit late but it’s catching up.
Recently Twitter CEO Jack Dorsey took a step for live streaming an interview with NSA whistleblower Edward Snowden. The decision to host Snowden was a bold move in the run-up to President-elect Trump’s inauguration. Airing such a divisive political figure as Snowden sends a clear message to the incoming president that Twitter will not participate in government surveillance programs that bypass due process.
While news organizations are pulled into the live stream by the tide of attention, so Facebook is also carried by the same tide further into the deep waters of publishing responsibility. The irony of the current position is that news organizations and to an extent Facebook have been in their own very different states of denial about what is happening. Facebook knew the technology it deployed to bring forth Chewbacca Mom would also empower important political movements such as Black Lives Matter. It knows now that every time a violent atrocity is committed Facebook is the default destination, and its actions however automatic are freighted with meaning. And the traditional media have our own private dilemmas as we create the audience for terror or policy theatre.
Once you’re on air, it can take a few minutes for your audience to arrive. Wait for them: Their live comments and questions will make the experience starkly different from a regular recorded video. Have a conversation, answer viewer questions and be yourself. Like Snapchat, this is your chance to present the raw, unedited you.
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Today we are surfing on internet, visiting different websites, posting, liking and commenting on events and images of our friend. While all this we are leaving our digital footprint which is converted into data and stored. This data is very precious for companies to understand and target their customers.
Social Media and BIG DATA?
Today an average user has five social media accounts and spends approximately one hour on social media. Most number of Americans get their news from Facebook only.
Everyday social media websites are abuzz with communication around brand. Facebook witnesses millions of likes, posting and people’s reaction to different news and photos. All this creates data in petabytes (1 petabyte = 1000,000 gigabytes). But unlike other data, social websites creates unstructured and uncharacterized data. If you want to get a glimpse of how confusing it can be, go through a twitter feed of any popular brand, and also to its Facebook page among other social profiles (variety in big data) should you wish to be more confused, and then try to make sense of this all from a marketing point of view
All this stands as a testimony of the fact that social media is a big big contributor to the tremendous amount of data produced i.e. Big Data.
Big Data helps in digital marketing by
1. Telling who your customers are
2. How your customers feel
3. What they want
4. Their source of information about your brand
5. How do they arrive at the buying decision
Chinese Social Credit System – a new dystopia for BIG DATA
In some religions there are two angels, one which keeps an account of your good deeds and the other about your bad ones. But in today’s world it is going to be algorithms. Regardless of what one believe, world where our deeds are recorded is in near future. Chinese government has rolled out a social credit system which is going to be compulsory by 2020.
Chinese government has allowed its internet giants, like Alibaba and Tencent only to run and bring this utopia to the realm of existence. Right now they are making the beta version of this system.
Whenever you post something on RenRen or Weibo (which are equivalent to Facebook and micro blogging site Twitter), you will create a data which is going to affect your score. If you’ll post a photo with a person with bad credit score then that also is going to change to your credit score. For making this large amount of data is going to be needed to process. This is going to be provided by Big Data from social media as more and more people are shifting their lives on it.
Big data is going to be a big business, which means ignoring them is not going to be a healthy decision. It will not be wrong to think that the more you learn about your customers the better you will be able to target them with your social media campaign, and seeing the gigantic size of data produced by various social channels, it becomes imperative that you make use of big data in your social media marketing campaigns. By giving you a far deeper understanding of your customers and their relationship with your brand, big data will help you fine tune your social media messages, and choose the right social media platform to disseminate information.
Founded in the year 1994 Jef Bezos, amazon is the Facebook of E-commerce and even more! Started as online book retailer, today it is the largest online store. As well stated by their logo they literally sell everything from A to Z!
Talking about Flipkart, it is in true sense the torchbearer for Indian e-commerce sector. Registered in Singapore (yes, Singapore!), even this online store launched itself as a bookseller just to turn into an all products e-commerce marketplace!
Amazon launched in India six years after Flipkart and still has managed to acquire a formidable and enviable position in the Indian market.
Let’s talk about the Flipkart’s Big Billion Sale. It ran into needless problems and was mercilessly ambushed by competitors, so much so that it resulted in its founders having to tender an apology for the several glitches its customers faced during the sale. Actually Flipkart seemed to be distracted by its competitor, Amazon.
Its e-book business has been around for a little over two years, but is not clear how much traction they have in the market. With the launch of Amazon Kindle in India, Flipkart saw it being squeezed even more. The history of the e-book market is not a happy tale – if you are not Amazon or the customer.
Flipkart recently has suffered on a lot of accounts majorly, the reorganization issues coupled with exit of a few top executives and its decision to go app only for Myntra. Despite this, it has not slowed down its expansion plans and acquired Jabong recently and backed its decisions by saying that the fashion segment of e-commerce has the largest transaction volume. Amazon on the other hand, has been equally active in the sense that it has enhanced its investment in India and also launched the Amazon Prime facility across 100 cities.
Amazon has an edge over Flipkart in terms of fulfillment centers too — 24 to 18.
In the last few months Amazon has surpassed Flipkart to become the largest online retailer in the country. More than anything else, the race in the online retail world has been to be the fastest by eliminating friction from the buying process to accelerate and enable buying decisions. Flipkart may well be the incumbent and the player to beat in the Indian market, but, Amazon has with itself the treasure of two decades of experience- experience of emerging out of dire situations and circumstances very similar to the ones created in Indian market. Also, the list of successes for Amazon has been more than that of its failures. If Flipkart distracted by every move of its strong and influential counterpart, it might make some very wrong decisions and eventually land itself into a trouble that can prove to be fatal.
There is one way which Flipkart can adopt to become as strong as Amazon and that is a merger with Snapdeal. As reported by The Mint,” The two e-commerce companies are burning through cash and it doesn’t look like the flames of competition are going to die down while they’re being fanned by that 800-pound American gorilla called Amazon and its $15.9 billion war chest.”
However, such changes alone are unlikely to bring a turnaround on their own. Both the startups are going to need more cash, arranging which can be a bit hectic as investors might be hesitant to do so under the shadow of Amazon, which has already committed to $5 billion to its Indian operations and has more to spare.
Bloomberg reports, “Instead, investors, including venture capital firms Accel, Bessemer, DST and Tiger Global, should seek to broker a merger that could cool the fight with Amazon and bring the duo back to the business of making money. Even then, turning a profit in India won’t be a snap but it would be the best deal for all.’
The Open Forum website of AMEX is a collaborative website that encourages content on business knowledge and wisdom through industry experts. The magnitude of information on the website makes it popular on various search engines with the benefit of being free of cost to AMEX. This is because, AMEX invites articles rather than paying marketers.
2. The Guardian
The Guardian is highly innovative when it comes to publishing. Its website contains interactive features and responsive content. It manages its marketing strategies in such a way that it can take optimum advantage of SEO and reach international audiences.
3. Red Bull
The company makes full use of YouTube to promote an active and adventurous lifestyle in sync with its own motto. It regularly uploads videos showing stunts and daredevil acts in risky locations.
Out of all homeware retailers, IKEA ranks high on online experience. It also performs well on conversion rate. The Facebook marketing strategies of the brand are highly successful as they can grab customer nerves. In 2009, it uploaded showroom pictures on a page and allowed netizens to tag themselves on items. The first tag on a product meant the tagger would get it! This became viral.
The customer friendly app is an advertising technique in its own way so much so that the firm does not have to spend huge amounts on marketing. The feature of referral codes in exchange of free rides generates word-of-mouth marketing for the company which spreads like wildfire.
More than 80% of purchases are made through referrals.
Sony’s PlayStation YouTube channel is a favourite among gamers. It involves consistency through a fixed logo at the bottom of every video so that the brand image is reinforced every time a video is watched.
The company does not use its handles for promotional activity rather it uses them for better customer service. Its responses include @ replies which is unusual in business marketing and provides customers with a great sense of satisfaction and delight. JetBlue knows best that promotional material is boring and what users want is good service.
8. The Shelter Pet Project
It is a pet adoption firm that brings millions of homeless animals to safe hands. They raised awareness about the plight of animals by building a memorable campaign with the help of FB’s Creative Shop.
The company has revolutionised travel and booking. Its digital marketing strategies include how to videos, user generated pictures and videos through various social media websites and popular city guides. Its Instagram campaign makes it a travel forum through attention grabbing images of locations mixed with humour.
10. Taco Bell
It is a winner in mobile campaign. Its new app resulted in 3,00,000 downloads on the first day of the launch. Apart from that Taco Bell dominates social media too.
The taxi aggregator targeted raising awareness through its #ChaloNiklo ad campaign using Facebook during the initial days. It tied up with Myntra to launch the lookgood campaign offering free makeover to Ola users. Ola Share and Ola Café are other marketing strategies. It recently advertised through TVF with a video on how to teach your dad to book a cab and is a major funding source for the company.
Digital marketing exists in an environment which is ever changing and very dynamic. Hence, it becomes unquestioningly important to account for and thereby address the factors affecting it.
Factors affecting digital marketing can be listed as follows:
When all the aforementioned factors are well accounted for and strategies are designed in congruence with them, digital marketing leads a business on the road to success.
Maintaining public relations with the various stakeholders are and important thing for ever business. Though historically this was a hectic task to do, it has been made easier now with the advent of social media. Social media provides a platform to effectively address to the grievances of your customers and also enables an organization to take a feedback for their various actions. Many companies these days launch social media campaigns to engage people and maintain a ‘social’ goodwill. Being active and responding on social media has become an unavoidable task for companies nowadays.
Now, do not think that maintaining public relations through social media is for businesses alone. Governments do this too. The use of their respective twitter handles Mr. Suresh Prabhu (Minister of Railways, Government of India) and MS. Sushma Swaraj (Minister of External Affairs, Government of India) are examples of how effective use of social media platforms to interact with people can lead to personal brand building as well as improved goodwill for the organization at large.
The increased trend of blogging by fashion, food and travel bloggers is another example of building customer value and expanding the customer base through social media. Because of the general belief that people are able to identify with bloggers at a personal level, many companies hire such professional bloggers to effectively manage their public relations.
Social media has made PR affordable for small businesses which earlier paid minimum heed to its need. Also, social media platforms like snapchat, Facebook and instagram provide companies a chance to be innovative and creative in terms of their attempts to engage customers. It reduces monotony even if the content shared is of high intellect and newsworthy.
With the help of Social media, hyper localized PR messaging has become possible. When targeting an audience on Facebook, advanced parameters such as behavior, interest, education and connections can be used. Also, with the help of zip code level targeting along with traditional parameters such as gender, PR has become ever more dynamic. Before the adoption of social media such precise and targeted PR was never possible.
Here are certain tips for maintaining effective public relations through social media:
· Plan well.
· Identify primary and secondary goals of the campaign.
· Include source sharing with press releases.
· Create social campaigns to engage people
· Seek support of executives by publishing through their accounts on LinkedIn.
· Offer real time opinions and feedback.
· Liven up campaign with contests, offers, and discount coupons.
· Refrain from aggression on social media.
· Pick the right social media platform.
· Make a list of keywords to use in your posts for SEO optimization.
· Get your service or product reviewed.
· Add in visuals and encourage creative content creation.
I hope all this tips help you launch and run an effective public relations campaign through social media. Happy socialization! Happy relations!
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How do you come to know about a new brand/product launch? Print media? Television advertisements? Word of mouth? Brand launch events? There can be ‘n’ number of ways to do so, but the most popular today definitely has to be digital media. Now, the question that arises is can a brand launch be isolated from all other medias and just be relied on this new platform?
The other day, a child cried in the metro. His mom handed him her smartphone. He was satisfied as he browsed over various cartoon shows on YouTube. The child was hardly 5 years old. This is the digital era and there is no right age to be digital. The hard task is not about when to access the digital world but how to use it properly.
People from all age groups today are exposed to technology. Those who are excluded are either unaware or missing out on a lot of stuff. Children without access to the tech-world are referred to as ‘Digital Orphans’ and parents who are technologically challenged are termed as old fashioned. In the professional world, there is no age limit to becoming digital because not much can be done without its use. Be it a freshly graduated student, a middle aged man or woman or an elderly person, all are expected to come online.
Talking about social media sites, there are limitations on age but they are mostly overlooked. For instance, under 13s are not permitted to make their own profile on Facebook. YouTube requires account holders to be 18, but a 13-year-old can sign up with a parent’s permission. Here comes the importance of parental control. So, while children can be happily allowed to use the internet, they should be supervised accordingly too. There is a lot of unwanted or unethical content floating around on the internet which can corrupt gullible minds. When elders today face the risk of cyber crime and become victims of stalking etc. it is easy to see the repercussions for children.
The internet exposes children and teenagers to a wide array of knowledge and entertainment. It helps them to connect well, to know what’s happening around the world and hone their skills through internet based learning. It might also help in rapid development of the brain when infants are exposed to technology but can hamper attention span too. As children become teenagers, they become more aware of what is right or wrong for them. For parents of this age who were used to going to the library and playing outdoor games, it becomes a daunting task to manage their children when they play online and search for information on the net. They have to be told how to protect their public profiles, how to distinguish between good and bad sites and how to report suspicious activity without fear.
Another target population for discussion is that of the elderly. Most of them feel secluded when it comes to digital media. They hesitate in asking for help when they cannot manage the internet. Moreover, many feel ashamed that they are not tech-savvy. Here it becomes important to tell them that there is no right age for getting digital and that understanding the internet world becomes easy with guidance and training. Technology can help them to manage their finances and health medications. It can let them get in touch with long lost friends or distanced relatives and even deal with safety or health issues like Alzheimer’s disease.
Apart from these sections of society, people living in rural or semi-urban areas should be encouraged to come online irrespective of age. They should understand how technology can help them and simplify their lives while recognising the ill-effects too. However it is equally important to supervise digital usage since it can be easily utilized for wrongful activities like terrorism, hacking etc. and can serve as a threat to privacy.
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