Student Posts

Student Posts

#SOJCssm Class Dismissed

By: Cydney Chelberg (@cydneycay)   Congratulations #SOJCssm, we survived another winter term! I would like to give a big thank you to professor Kelli Matthews (@kmatthews) and to all of my fellow students for making the cold, rainy Monday mornings less painful with engaging strategic social media talk and a highly entertaining, GIF-filled Twitter feed. For reference, in case you…read more
Student Posts

How to Manage a Crisis

Dominic Black, @dominic_black7 There are very few things that are certain in life. One of which is the fact that unexpected things happen all the time. Whether it is a fender bender, sickness or even death, it is impossible to know exactly what your next day on Earth will look like. In the PR world we call these unexpected events…read more
Student Posts

Week 10: Twitter Management Summary

Justin Goettsch (Twitter) & Sean Thornberry (Twitter) On March 13, Carri Bugbee, an internationally recognized expert in social media, joined our J480/580 class and shared her thoughts on how to effectively plan for social media. Carri has presented social media marketing strategies at conferences and events around the world, including the AllFacebook Expo, Social Media Week Toronto, Nordic Game, The…read more
Student Posts

Building your Content Calendar

Adam M Kantor - Adam's Facebook - Adam's LinkedIn     So you've decided to step up your social marketing. Having to constantly create content for you business's social media presence has required a huge time commitment - time that you just do not have. Unfortunately, this results in social media being pushed to the back of our minds. With the emergence of…read more
Student Posts

Respecting Influencers to Maximize Engagement

By Joey Jaraczewski (LinkedIn, Instagram, Twitter)

“There is great content on the Internet. But holy mother of cheeses, the Internet is not made out of content… the Net offers us a common place where we can be who we are, with others wh
o delight in our differences.”
www.newclues.cluetrain.com

As 2017 warms up on the West Coast (and finishes off another record-setting winter of storms on the East Coast), I am flying back to Eugene from LAX. This past weekend, I made the acquaintance of many socially-active and food-informed young people at Natural Products Expo West, the largest gathering of natural foods brands in the world. In marketing terms, these individuals are called “social influencers.” Folks like @diningwithdevyn and @alessandrataryn speak to audiences of 10,000 to 20,000 about how they incorporate branded products into their plant-based lifestyle.

My prediction is that 2017 is going to be the Year of the Influencer for startup brand marketing. In the food and beverage space, startup brands are building influencer and ambassador programs by the truckload. The savvy among us use a targeted, personal approach to engage with influencers. The rabid among us leave the door to ambassadorship wide open through online forms and general invitations. Regardless of approach, the mindset of marketers is universal: leverage exist social networks to enhance your brand.

This understanding is a bit one-sided in benefit. I ask myself, what is the mindset of the influencer? As Sean Thornberry pointed out a few days ago, there is a lot of money and status to be made by blowing up a personal brand through influencer programs. There is also a lot of adventure to be had as well. Still, this piece by seasoned brand ambassador Tara Folk indicates that the ambassador just wants to represent the brand and themselves professionally and honestly. This brings us to a fundamental truth that marketers must remember:

Celebrate your ambassadors.

The socially influential people that your brand engages with for ambassadorship are just that: socially influential people who want to engage with your brand. They have influence over their community because they do their thing and follow what they believe in. Because of this, they have found freedom.

The best brands among us will respect and cherish independence. The best brands build relationships of solidarity with ambassadors whose actions, activities, and dreams naturally resonate with what the brand stands for. My shining example is Lululemon, who catapulted to stardom by supporting the efforts of 1600 select yogis. Lululemon knew these influencers as people, and gave them the resources to enhance their own personal brands. As Lulu ambassador and community organizer Tyrone Beverly puts it, “[Lululemon]’s agenda is to support your agenda.” I think that is a pretty radical idea, and one with a ROI that can go bananas.

Be you, and be you forever. Everything else is just noise. Stay up and stay with it!

Joey J | CEO | Sohr Performance + Nutrition

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Student Posts

Social Media + Donor Age = ???

By Justin Goettsch @jgoettsch3 A huge part of being successful on social media is identifying key audiences and targeting your content specifically towards those demographics.  Content that is specific to different demographics should be addressed on platforms that tend to attract the audience you are targeting.  Finding that intersection is how organizations can maximize their social media efforts.  This is…read more
Student Posts

Learning to Live with Targeted Advertising

By: Sean Willcox, @SeanWillcox_10 In these polarized times, there's at least one thing that almost everyone can agree on: targeted advertising is creepy. A recent Consumer Reports study found that 85% of online consumers oppose Internet ad tracking, and are unwilling to trade their personal data, even anonymously, for the sake of being shown ads that might be more relevant…read more
Student Posts

Facebook is Totally Obsessed With You

By Katy Edgington (Twitter, Instagram, LinkedIn) Have you ever scrolled through Facebook and seen advertisements or posts that seem eerily relevant to you? Maybe a dress you liked on Nordstrom’s website appeared on your Facebook timeline the next time you logged in, or you’ve at least found yourself in a similar situation. That is because everything you do on Facebook…read more
Student Posts

Do Quit your Day Job: the Social Media Influencers that are Making Millions, One Post at a Time

By Sean Thornberry (LinkedIn, Twitter, Instagram) It seems like there’s not an hour that goes by without someone posting a multi-level marketing scheme or some affiliate product on social media. I’ve become so accustomed to these posts that I’m subconsciously scrolling past without giving a second thought to what they contain. This new trend isn’t without merit however. Companies have…read more
Student Posts

Millennials Live Más

By: Marisa Cesare, @marisajocesare In class this week, we touched on the importance of brands being present on Facebook. Facebook is an incredibly versatile social media platform that can reach out to a large audience when used correctly. At this point in the Facebook game, the type of content being shared is incredibly important. Consumers are looking for entertaining and…read more