social media marketing

Student Posts, Student Posts, Uncategorized

Strategic Social Media: How to Engage in Unexpected Ways

By Eva Pozarycki We wrapped up the term featuring Fatemeh Fakhraie (@digitalfatemeh) to give us insight into her social media work as a Digital Content Strategist at Northwest Community Credit Union. Many companies have found its own unique voice on social media, whether it's sassy like @Wendys or outlandish like @MoonPie, but it can be difficult to keep a professional…read more
Student Post

Keeping Up With The…Algorithm

By: Joie Ryan As social media applications have evolved in both popularity and new features for users, so has the ongoing discussion of “algorithms”, specifically for Facebook and Instagram. About 2 years ago, Instagram adopted a software algorithm so that users will “see the moments [you] care about first", rather than how they are posted chronologically. In the years following, Facebook started crafting…read more
Student Posts

Social Media Management & Consumer Content Marketing

By Parker Doyle Kateri Kosta and Jonathan Michael from Palo Alto Software visited with the class on Monday to discuss the importance of social media management and consumer content marketing. Michaels began the lecture with the straightforward question, “What is the point of social media?” Michaels quoted the Content Marketing Institutes definition of content marketing as “... a strategic marketing…read more
Student Posts

Everything You Need to Become an Expert on Social Media Content Calendars

By: Emily Soury   First off, it seems pretty important to explain what exactly a social media content calendar is. In today’s media filled society, where the job title of “Instagram Influencer” actually exists, it is beneficial for companies, and above mentioned influencers, to plan out their content in advance. Regularly sharing new and exciting content is key for companies…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

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