Sunday, September 29, 2013
Let me help tell your story that's waiting to be told
Amanda Winkle: Skilled in writing, editing, social media, storytelling and breaking news
Connect with me on: Facebook | Twitter | Google+ | Pinterest | LinkedIn | TumblrI knew I always wanted to tell stories for a living and I knew I wanted to continue my education and I’m living out both of those dreams. I’m a working journalist and I am also working online toward a Master's degree in Mass Communications with a concentration in Social Media with the University of Florida. I can cover whatever you or your company needs -- I can write, edit, craft a social media strategy and tackle breaking news. Anyone I've worked with can tell you I bring a fun, optimistic "can-do" spirit to each project I’m part of. Pinterest board: Here's why you want me in your corner
Some people are afraid to try new things. I am not. Well, let me rephrase that: I may be afraid of trying new things, but I do them anyway. I've covered presidential campaign rallies, golf tournaments and TV show home makeovers. I've told the stories of dog walkers, American Idol contestants and soldier homecomings. Now it's your turn. Let me tell the story of you or your business through words, images and social media.
Sunday, September 22, 2013
A look at 5 blogs from some of my favorite brands
Let's get down to business: Your business needs a blog. But what makes an effective blog? According to Mack Collier, effective blogs need to have great content -- and that content must be posted often. Your blog also needs to be able to connect users to your social media channels (which you should already have set up) and users should be able to share your blog on their social media channels.
To differentiate the "great" from "could be better," I took a look at blogs from some of my most favorite "brands" (one of those brands is a person!)
Here's what I will examine:
1. What type of blog is it?
2. What is its purpose?
3. What makes them unique?
4. Talk about how it reflects the brand.
5. What drives the traffic to the blog?
6. Is it a successful blog?
7. What's missing on the blog?
8. Are there advertisers? If not, who are some potential advertisers?
Green Bay Packers Official Blog
-The blog of the 13-time World Champion Green Bay Packers (Go Pack Go!) could be classified as news or professional, but I would say it is more news-based. Many of the entries, written by Packers.com editor Vic Ketchman, tend to read like sports news articles as Vic has been covering football for 42 years.
-The purpose of the blog is to keep Packers fans informed of the latest team happenings, like which players are injured and which ones have been recognized for their play on the field. Vic also writes a pregame blog entry, a blog at the end of each quarter and a postgame blog.
-Those who contribute to the blog offer an insider perspective, as they work for the organization. The writers, including Vic, Packers.com staff writer Mike Spofford and Packers Internet Coordinator Duke Bobber tend to have closer access to players and coaches than Packers beat writers.
-Most teams in the NFL try to be “all about their fans,” but the Packers are literally owned by the fans. Devoted fans are a huge part of the Packer brand and writers contributing to the blog try to deliver content that’s geared toward those fans. Vic has a feature called “Ask Vic,” where he answers fan questions. Before the Cincinnati loss (ouch), Duke posted several behind-the-scenes Instagram photos of the team traveling to the Bengals’ stadium, as well as photos of Packer fans at the away game.
-When I searched for “packers blog” on Google, it came up pretty high in the results (second). The only result above it was the Milwaukee Journal-Sentinel’s Packers Blog. This is probably because the blog’s full name is “Green Bay Packers Official Blog.” The Packers’ online team also does a good job of pushing blog entries out on social channels like Facebook and Twitter. If you were looking for the blog on the website though, you may have a tough time. It’s under “News & Events” in the navigation and it’s the fifth thing under that category.
-I think the blog is very close to successful. The writers are pushing out new, original content on a consistent basis, especially during games, which is important. Some fans may not be able to watch and some may want in-game analysis while they are watching. Since the blog is a “Wordpress VIP blog,” I can easily subscribe to it. Also, since it is Wordpress, I have the option on each blog entry to email it or share it on Facebook and Twitter. And the blog has been around since the training camp of the 2010 (SUPER BOWL CHAMPIONSHIP) season, which gives it a good, long archive.
-The blog is good, but it can be great with a few tweaks. First, social plug-ins need to be installed. According to Collier, “most bloggers provide social sites where you can connect with them.” If I can install plug-ins on my free Wordpress account, the Packers should be able to do this on their VIP account. Next, the writers need to be identified by their title with the organization. Vic is identified, but I had to do a Google search to find out what Mike and Duke do for the Packers.
-There are plenty of advertisers. Campbell’s Chunky Soup, Packers Pro Shop (good use of Integrated Marketing Communications!) and USAFootball.com, just to name a few. Ad placement may need to be re-examined though, because some ads cover up other ads.
PaulMcCartney.com blog(s)
-I would classify the blog(s) on Paul McCartney’s website as Professional. The blog puts out information about tour dates and new music, but features such as backstage video and photos are also part of the mix.
-The purpose of the blog is to let Paul McCartney fans know when they can see Paul on tour, how they can buy tickets and the blogs also keep fans up-to-date on Paul’s latest musical projects and charity work.
-The blog is the official source for Paul McCartney news. Rumors constantly swirl on the internet about what cities Paul will perform in, but the blog and website is the official source that fans can trust.
-Paul is a legend, and he’s always been on the cutting edge as a musician, a humanitarian and an animal rights activist. Because of these varied sides of his personality, his blog has separate sections. “Tour Blog” focuses on the musical/touring side of Paul. “Charity Blog” focuses on his efforts such as “Meat-Free Monday.” And “For Whom The Bell Tells,” written by Paul’s publicist Stuart Bell, offers an insider’s look into Paul’s world.
-Most of the blog entries are highlighted on the homepage, which drives traffic to them. Some blogs are pushed on his social channels, but not all of them. His email blasts mostly push you to “News” subcategory stories, but from here, you’re not far from the blogs. I searched “paul mccartney blog” on Google and the first four results that came up were for Paul’s website, so it looks like they have SEO covered.
-Paul’s blogs could be called pretty darn successful. The one that is updated most often is the “Tour Blog,” as Paul is still getting “Out There,” as his latest tour is called. Social plugins, including an RSS button, are easy to find on all the blog pages. The blogs are also very long lasting, as the “Charity Blog” dates back to 2005 and the “Tour Blog” dates back to 2007. According to Collier, “longevity wins.”
-Other than the “From Whom The Bell Tells” entries from Stuart, you don’t really know who’s writing the entries on Paul’s site. It would be nice to have the person’s name/title so you knew the human behind the entry, but maybe Paul’s people just want to give the impression that it’s “PaulMcCartney.com” talking to you.
-There are no advertisers on the blog or anywhere on PaulMcCartney.com (maybe because Paul sells himself !) I think potential advertisers could be from the musical equipment Paul uses (Hofner bass, Vox amps) or the causes he supports (Meat-Free Monday, Global Zero movement).
Pandora blog
-The Pandora blog is a professional blog with several different authors and categories. Its purpose is to inform users of the latest developments in Pandora radio (i.e.: the sleep timer) and also entertains by posting music performance videos, also known as “Pandora Whiteboard Sessions,” from artists you may not have heard of.
-Pandora’s blog isn't the only one to entertain and inform, but they don’t have to do this. Since Pandora Radio is very techie, the blog could be very informative and dry. However, Pandora seems to recognize that music is about emotion and feeling as well, which is why they post live performance videos.
-For many years, Pandora has been a go-to site for internet radio, allowing the listener to craft a station as it plays. As a result, Pandora has always had a very laid back, friendly feel to me and that carries over to its blog. The only nitpick? The Pandora blog shows its new logo, while its actual website does not – at least not for me.
-Pandora’s blog is kind of buried on its site in the table of contents. (I don’t disagree with this placement. When I go to Pandora, I’m going there to listen to my tunes.) However, if you do type in “Pandora blog” in a Google search, it captures the first three results spots, so they’re on target SEO-wise.
-Other than the blog not being super-easy to find, I would say Pandora’s blog is successful. Like the Packers’ blog, Pandora also has a VIP WordPress account. Unlike the Packers’ blog they do have their social plug-ins right at the top of the page. What stands out the most on Pandora’s blog are the “Pandora Whiteboard Sessions.” Collier says creating original content is of utmost importance in blogging.
-Since Pandora’s site and app have ads for free accounts, it’s kind of surprising that their blog has no ads. They could just use the advertisers that they work with on their site (i.e.: JustFab, T-Mobile, etc.).
Adidas Group
-The Adidas Group blog is a professional blog. The blog gives a look at the business side of the Adidas, Reebok and Taylor Made brands. They pull back the curtain a little bit to reveal what’s going on at their headquarters, as well as new products coming up. Most businesses might not be interested in revealing as much.
-I’m not sure blog reflects the brand very much. Adidas is athletic and edgy and the Adidas Group blog is very corporate, very buttoned-up – not at all what I think of when I think of Adidas.
-Doing a Google search for “adidas blog” will get you to the blog right away. Otherwise, the blog takes some finding. It’s not in the index on the Adidas U.S. page, but the blog is in the navigation if you visit the Adidas Group website.
-What's missing on the blog in your opinion? I think on its face, the Adidas Group blog “looks” successful. It has pretty much all the qualities Collier says is needed for a successful blog: a good amount of original content, social sharing buttons (for ALL their brands) and longevity. However, I keep going back to the tone of the blog. I know it is a corporate blog and Adidas Group represents brands other than Adidas, but the look and the feel of the blog just doesn’t match up with what you think of when you think Adidas, or even Reebok or Taylor Made.
-Other than the Adidas, Reebok and Taylor Made logos being present, there are no ads on the site. Since this is a corporate blog, I don’t think anything other than ads from those brands would be appropriate.
Volkswagen (Why VW stories)
-Volkswagen’s blog comes close to being a group blog because there many different contributors, but at its heart, it is a professional blog. Its main purpose is to let VW owners and staff share their stories about their experiences with VW vehicles and accessories.
-The blog is not just a straight “here are our latest cars and products!” blog. People connect more with stories, especially when it comes to cars. When a person thinks of their old car, it can evoke memories about a whole stage of their life and that’s what VW’s blog tries to capture. VW allows people to tell their VW stories.
-Volkswagen is a fun brand that doesn’t take itself too seriously. Just watch any of their commercials (like the one below) and you’ll see that. VW wants to stir drivers’ emotions and their storytelling blog is an extension of that.
-Like the other blogs I’ve reviewed, VW’s blog is in the first few results in a Google search. Links to the blog – and where to submit your own VW story – can be found in the Table of Contents under “Why VW.”
-I think the VW blog is successful mainly for its crowd sourced content. However, the blog has all pretty much all of its “must-dos” checked off – social plugins on the blog, sharing buttons on each entry. Since this is a VW blog, I don’t think any non-VW ads would really work on the blog.
To differentiate the "great" from "could be better," I took a look at blogs from some of my most favorite "brands" (one of those brands is a person!)
Here's what I will examine:
1. What type of blog is it?
2. What is its purpose?
3. What makes them unique?
4. Talk about how it reflects the brand.
5. What drives the traffic to the blog?
6. Is it a successful blog?
7. What's missing on the blog?
8. Are there advertisers? If not, who are some potential advertisers?
Green Bay Packers Official Blog
-The blog of the 13-time World Champion Green Bay Packers (Go Pack Go!) could be classified as news or professional, but I would say it is more news-based. Many of the entries, written by Packers.com editor Vic Ketchman, tend to read like sports news articles as Vic has been covering football for 42 years.
-The purpose of the blog is to keep Packers fans informed of the latest team happenings, like which players are injured and which ones have been recognized for their play on the field. Vic also writes a pregame blog entry, a blog at the end of each quarter and a postgame blog.
-Those who contribute to the blog offer an insider perspective, as they work for the organization. The writers, including Vic, Packers.com staff writer Mike Spofford and Packers Internet Coordinator Duke Bobber tend to have closer access to players and coaches than Packers beat writers.
-Most teams in the NFL try to be “all about their fans,” but the Packers are literally owned by the fans. Devoted fans are a huge part of the Packer brand and writers contributing to the blog try to deliver content that’s geared toward those fans. Vic has a feature called “Ask Vic,” where he answers fan questions. Before the Cincinnati loss (ouch), Duke posted several behind-the-scenes Instagram photos of the team traveling to the Bengals’ stadium, as well as photos of Packer fans at the away game.
-When I searched for “packers blog” on Google, it came up pretty high in the results (second). The only result above it was the Milwaukee Journal-Sentinel’s Packers Blog. This is probably because the blog’s full name is “Green Bay Packers Official Blog.” The Packers’ online team also does a good job of pushing blog entries out on social channels like Facebook and Twitter. If you were looking for the blog on the website though, you may have a tough time. It’s under “News & Events” in the navigation and it’s the fifth thing under that category.
-I think the blog is very close to successful. The writers are pushing out new, original content on a consistent basis, especially during games, which is important. Some fans may not be able to watch and some may want in-game analysis while they are watching. Since the blog is a “Wordpress VIP blog,” I can easily subscribe to it. Also, since it is Wordpress, I have the option on each blog entry to email it or share it on Facebook and Twitter. And the blog has been around since the training camp of the 2010 (SUPER BOWL CHAMPIONSHIP) season, which gives it a good, long archive.
-The blog is good, but it can be great with a few tweaks. First, social plug-ins need to be installed. According to Collier, “most bloggers provide social sites where you can connect with them.” If I can install plug-ins on my free Wordpress account, the Packers should be able to do this on their VIP account. Next, the writers need to be identified by their title with the organization. Vic is identified, but I had to do a Google search to find out what Mike and Duke do for the Packers.
-There are plenty of advertisers. Campbell’s Chunky Soup, Packers Pro Shop (good use of Integrated Marketing Communications!) and USAFootball.com, just to name a few. Ad placement may need to be re-examined though, because some ads cover up other ads.
PaulMcCartney.com blog(s)
-I would classify the blog(s) on Paul McCartney’s website as Professional. The blog puts out information about tour dates and new music, but features such as backstage video and photos are also part of the mix.
-The purpose of the blog is to let Paul McCartney fans know when they can see Paul on tour, how they can buy tickets and the blogs also keep fans up-to-date on Paul’s latest musical projects and charity work.
-The blog is the official source for Paul McCartney news. Rumors constantly swirl on the internet about what cities Paul will perform in, but the blog and website is the official source that fans can trust.
-Paul is a legend, and he’s always been on the cutting edge as a musician, a humanitarian and an animal rights activist. Because of these varied sides of his personality, his blog has separate sections. “Tour Blog” focuses on the musical/touring side of Paul. “Charity Blog” focuses on his efforts such as “Meat-Free Monday.” And “For Whom The Bell Tells,” written by Paul’s publicist Stuart Bell, offers an insider’s look into Paul’s world.
-Most of the blog entries are highlighted on the homepage, which drives traffic to them. Some blogs are pushed on his social channels, but not all of them. His email blasts mostly push you to “News” subcategory stories, but from here, you’re not far from the blogs. I searched “paul mccartney blog” on Google and the first four results that came up were for Paul’s website, so it looks like they have SEO covered.
-Paul’s blogs could be called pretty darn successful. The one that is updated most often is the “Tour Blog,” as Paul is still getting “Out There,” as his latest tour is called. Social plugins, including an RSS button, are easy to find on all the blog pages. The blogs are also very long lasting, as the “Charity Blog” dates back to 2005 and the “Tour Blog” dates back to 2007. According to Collier, “longevity wins.”
-Other than the “From Whom The Bell Tells” entries from Stuart, you don’t really know who’s writing the entries on Paul’s site. It would be nice to have the person’s name/title so you knew the human behind the entry, but maybe Paul’s people just want to give the impression that it’s “PaulMcCartney.com” talking to you.
-There are no advertisers on the blog or anywhere on PaulMcCartney.com (maybe because Paul sells himself !) I think potential advertisers could be from the musical equipment Paul uses (Hofner bass, Vox amps) or the causes he supports (Meat-Free Monday, Global Zero movement).
Pandora blog
-The Pandora blog is a professional blog with several different authors and categories. Its purpose is to inform users of the latest developments in Pandora radio (i.e.: the sleep timer) and also entertains by posting music performance videos, also known as “Pandora Whiteboard Sessions,” from artists you may not have heard of.
-Pandora’s blog isn't the only one to entertain and inform, but they don’t have to do this. Since Pandora Radio is very techie, the blog could be very informative and dry. However, Pandora seems to recognize that music is about emotion and feeling as well, which is why they post live performance videos.-For many years, Pandora has been a go-to site for internet radio, allowing the listener to craft a station as it plays. As a result, Pandora has always had a very laid back, friendly feel to me and that carries over to its blog. The only nitpick? The Pandora blog shows its new logo, while its actual website does not – at least not for me.
-Pandora’s blog is kind of buried on its site in the table of contents. (I don’t disagree with this placement. When I go to Pandora, I’m going there to listen to my tunes.) However, if you do type in “Pandora blog” in a Google search, it captures the first three results spots, so they’re on target SEO-wise.
-Other than the blog not being super-easy to find, I would say Pandora’s blog is successful. Like the Packers’ blog, Pandora also has a VIP WordPress account. Unlike the Packers’ blog they do have their social plug-ins right at the top of the page. What stands out the most on Pandora’s blog are the “Pandora Whiteboard Sessions.” Collier says creating original content is of utmost importance in blogging.
-Since Pandora’s site and app have ads for free accounts, it’s kind of surprising that their blog has no ads. They could just use the advertisers that they work with on their site (i.e.: JustFab, T-Mobile, etc.).
Adidas Group
-The Adidas Group blog is a professional blog. The blog gives a look at the business side of the Adidas, Reebok and Taylor Made brands. They pull back the curtain a little bit to reveal what’s going on at their headquarters, as well as new products coming up. Most businesses might not be interested in revealing as much.
-I’m not sure blog reflects the brand very much. Adidas is athletic and edgy and the Adidas Group blog is very corporate, very buttoned-up – not at all what I think of when I think of Adidas.-Doing a Google search for “adidas blog” will get you to the blog right away. Otherwise, the blog takes some finding. It’s not in the index on the Adidas U.S. page, but the blog is in the navigation if you visit the Adidas Group website.
-What's missing on the blog in your opinion? I think on its face, the Adidas Group blog “looks” successful. It has pretty much all the qualities Collier says is needed for a successful blog: a good amount of original content, social sharing buttons (for ALL their brands) and longevity. However, I keep going back to the tone of the blog. I know it is a corporate blog and Adidas Group represents brands other than Adidas, but the look and the feel of the blog just doesn’t match up with what you think of when you think Adidas, or even Reebok or Taylor Made.
-Other than the Adidas, Reebok and Taylor Made logos being present, there are no ads on the site. Since this is a corporate blog, I don’t think anything other than ads from those brands would be appropriate.
Volkswagen (Why VW stories)
-Volkswagen’s blog comes close to being a group blog because there many different contributors, but at its heart, it is a professional blog. Its main purpose is to let VW owners and staff share their stories about their experiences with VW vehicles and accessories.
-The blog is not just a straight “here are our latest cars and products!” blog. People connect more with stories, especially when it comes to cars. When a person thinks of their old car, it can evoke memories about a whole stage of their life and that’s what VW’s blog tries to capture. VW allows people to tell their VW stories.
-Volkswagen is a fun brand that doesn’t take itself too seriously. Just watch any of their commercials (like the one below) and you’ll see that. VW wants to stir drivers’ emotions and their storytelling blog is an extension of that.
-Like the other blogs I’ve reviewed, VW’s blog is in the first few results in a Google search. Links to the blog – and where to submit your own VW story – can be found in the Table of Contents under “Why VW.”
-I think the VW blog is successful mainly for its crowd sourced content. However, the blog has all pretty much all of its “must-dos” checked off – social plugins on the blog, sharing buttons on each entry. Since this is a VW blog, I don’t think any non-VW ads would really work on the blog.
Saturday, September 14, 2013
WWE's website is as expansive as the WWE Universe
Sports
entertainment giant WWE certainly
has integrated marketing communications down pat, from integrating
social media elements into its broadcasts to selling the T-shirts the wrestlers
wear at live events to the “WWE.com” signage on the ring apron.
Let’s take a look at the hub of the WWE universe: WWE.com. This Sunday is the “Night of Champions” Pay-Per-View event and visitors to the site can’t miss that fact with the site’s huge “push marketing” technique -- the banner ad across the top of the homepage.
According to a 2012 article from Fast Company, "The new dot-com should be a platform for the brand to promote its content and activities to consumers, while encouraging and enabling its casual consumer to become an influential member of the brand’s community," and WWE's website does that very well.
The banner ad takes visitors to a page that has loads of fresh content previewing “Night of Champions.” That content on that page draws people into learning more about the event with several “pull marketing” devices – the varied content. Several videos and articles bring those not in the loop up-to-date on the storylines behind all the upcoming matches. Fans can even re-live past Night of Champions events through photo galleries and videos.
All of these efforts, of course, are designed to get fans to order “Night of Champions” on Pay-Per-View. And the “Night of Champions” “push” techniques continue offsite on WWE’s social channels. Just watch WWE videos on YouTube and a a banner ad will pop up on the bottom of the video that says “WWE Night of Champions This Sunday.”
That ad takes goes to a “Night of Champions” preview video on YouTube, which has a pop-up in the upper right corner of the video that says, “Click for Night of Champions info!”
Even this video voice over says at the end “Go to WWE.com to learn more.” That banner ad goes to a page on WWE.com that runs down the numerous ways viewers can order and watch “Night of Champions.”
However, for those who can’t afford to shell out $44.99 to watch online, $54.95 to watch on TV, or get to a “blast site”to watch the show in their area, they can still feel like they’re a part of the action with all the fresh content on WWE.com. After “Night of Champions” is over, the page will live on as a “recap” page so fans can experience the action all over again.
Aside from the “Night of Champions” content, WWE has standard “push” and “pull” methods in place to draw fans deeper into the WWE Universe. Visiting WWE.com on a mobile device (shown to the right) provides generally the same experience as on a desktop, except users are “pushed” to download the WWE app since they’re already on a phone. Social plugin buttons are present on the site, though they are at the bottom of the page with the table of contents. Since their social channels are teased so much on air, perhaps WWE web staff did not deem this feature important enough to be at the top (I know I did not go and “Like” their Facebook page because of coming across it on their site).
What is at the top of the site, however, is a button that says “Join” and in comes another “pull” technique: email blasts (shown below). Sign up for the blasts, and WWE.com gives users the option to get access to “insider info, advanced ticket notices and exclusive shop deals.”
For users that don’t want to sign up for email blasts, another “pull” option is ready and waiting – registering with WWE.com by using a Facebook, Twitter, Google or Yahoo account. By registering, users can “personalize your experience” get “exclusive insider information, advance notice of upcoming WWE events, chances to win tickets, meet your favorite superstars and more.”
WWE’s branding across its channels is pretty consistent, so my main integrated marketing communications recommendation would be about content aka “pull” placement. WWE Hall of Fame announcer Jim “JR” Ross announced his retirement onWednesday. I know this news is already several days old, and WWE is probably trying to keep its content fresh to keep users engaged. But this story was a big enough deal for WWE to send out a breaking news text, so it should still be visible somewhere on the homepage, even if it is at the very bottom. A Hall of Famer deserves no less.
Let’s take a look at the hub of the WWE universe: WWE.com. This Sunday is the “Night of Champions” Pay-Per-View event and visitors to the site can’t miss that fact with the site’s huge “push marketing” technique -- the banner ad across the top of the homepage.
According to a 2012 article from Fast Company, "The new dot-com should be a platform for the brand to promote its content and activities to consumers, while encouraging and enabling its casual consumer to become an influential member of the brand’s community," and WWE's website does that very well.
The banner ad takes visitors to a page that has loads of fresh content previewing “Night of Champions.” That content on that page draws people into learning more about the event with several “pull marketing” devices – the varied content. Several videos and articles bring those not in the loop up-to-date on the storylines behind all the upcoming matches. Fans can even re-live past Night of Champions events through photo galleries and videos.
All of these efforts, of course, are designed to get fans to order “Night of Champions” on Pay-Per-View. And the “Night of Champions” “push” techniques continue offsite on WWE’s social channels. Just watch WWE videos on YouTube and a a banner ad will pop up on the bottom of the video that says “WWE Night of Champions This Sunday.”
That ad takes goes to a “Night of Champions” preview video on YouTube, which has a pop-up in the upper right corner of the video that says, “Click for Night of Champions info!”
Even this video voice over says at the end “Go to WWE.com to learn more.” That banner ad goes to a page on WWE.com that runs down the numerous ways viewers can order and watch “Night of Champions.”
However, for those who can’t afford to shell out $44.99 to watch online, $54.95 to watch on TV, or get to a “blast site”to watch the show in their area, they can still feel like they’re a part of the action with all the fresh content on WWE.com. After “Night of Champions” is over, the page will live on as a “recap” page so fans can experience the action all over again.
Aside from the “Night of Champions” content, WWE has standard “push” and “pull” methods in place to draw fans deeper into the WWE Universe. Visiting WWE.com on a mobile device (shown to the right) provides generally the same experience as on a desktop, except users are “pushed” to download the WWE app since they’re already on a phone. Social plugin buttons are present on the site, though they are at the bottom of the page with the table of contents. Since their social channels are teased so much on air, perhaps WWE web staff did not deem this feature important enough to be at the top (I know I did not go and “Like” their Facebook page because of coming across it on their site).
What is at the top of the site, however, is a button that says “Join” and in comes another “pull” technique: email blasts (shown below). Sign up for the blasts, and WWE.com gives users the option to get access to “insider info, advanced ticket notices and exclusive shop deals.”
For users that don’t want to sign up for email blasts, another “pull” option is ready and waiting – registering with WWE.com by using a Facebook, Twitter, Google or Yahoo account. By registering, users can “personalize your experience” get “exclusive insider information, advance notice of upcoming WWE events, chances to win tickets, meet your favorite superstars and more.”
WWE’s branding across its channels is pretty consistent, so my main integrated marketing communications recommendation would be about content aka “pull” placement. WWE Hall of Fame announcer Jim “JR” Ross announced his retirement onWednesday. I know this news is already several days old, and WWE is probably trying to keep its content fresh to keep users engaged. But this story was a big enough deal for WWE to send out a breaking news text, so it should still be visible somewhere on the homepage, even if it is at the very bottom. A Hall of Famer deserves no less.
Saturday, September 7, 2013
WWE taking over its 'Universe' one social media post at a time
I’ve been revealing a lot of my guilty pleasures in my blogs
lately – first the Kardashians, and now World Wrestling
Entertainment, aka the WWE. The matches aren’t even my favorite aspect of the
shows – I enjoy the backstage drama and smack talking. I’m not a superfan, but
I have always appreciated the way social media is integrated into WWE’s
programs and live events.
WWE takes its broadcasts to another level with its use of integrated marketing communications, keeping fans, aka the WWE Universe, engaged with its brand across several platforms.
Of course, WWE’s online presence begins with its website, which gets 13.1 million unique monthly visitors worldwide, according to corporate stats. In addition to the main WWE Facebook and Twitter pages, pretty much all of the WWE Superstars and Divas have their own accounts. Social media complements WWE broadcasts, as WWE-related Twitter trending topics are often shown at the bottom of the screen during “Monday Night RAW,” (example with Dwayne “The Rock” Johnson from a March “Raw” episode shown below. Click on the picture to watch the full video.) and Pay-Per-View events.
Fans watching at home can engage socially through WWE Active on the WWE app, getting to vote on things such as which wrestlers will face off in a match. Even when attending a WWE event, fans are encouraged to make their voices heard. I have been to two WWE shows in Jacksonville (neither of which were televised) and fans who sent Tweets using #WWEJacksonville or texted messages or pictures to a specified number got their shout-outs and images shown on the big screen.
Superstars also use Twitter to build anticipation, especially prior to a big match. Fans love to weigh in too. Check out one of the latest Tweets from current WWE Champion Randy Orton (you can click on the pic to see fan responses, but warning, some of them are a little vulgar):
The WWE Universe doesn’t have to wait until “Monday Night Raw,” Wednesday night’s “Main Event,” or “Friday Night Smackdown” air on television to get its fix: Fresh WWE content is ripe for the picking online. Take for example, the WWE Pinterest account: A whole board is devoted to “Total Divas,” a show on the E! Network that features seven of the WWE Divas. Deleted scenes are pinned to the board, as well as screen grabs and quotes from the show.
Behind-the-scenes photos and video galore can be found on the WWE Instagram page. You want to see what happens after a fight? Watch the video below to see the beating Superstar CM Punk’s back took after a match two weeks ago:
There’s also lots more watchable content: a YouTube channel with highlight videos so you can catch what you missed on “Raw” or “Smackdown” and two original shows on HuluPlus, “WWE Superstars” and “WWE NXT,” which features wrestlers in the WWE’s developmental program.
The efforts of WWE’s social team are paying off: According to Mashable, SummerSlam, the most recent Pay-Per-View program, “generated more than 664,000 social media posts” on the day of the program and in the week leading up to the event. Also, Mashable reports, “digital pay-per-view buys were up 203% over last year's.”
On a weekly basis, according to its Shorty Awards submission, WWE gets 1.3 million social mentions and has more than 97 million fans on all of its Facebook pages combined. But the social team’s main focus is the WWE Universe.
“While we are incredibly proud of our past accomplishments,” the Shorty Awards submission said, “we are always looking for new and exciting ways to engage our most important constituency, the WWE Universe.”
WWE takes its broadcasts to another level with its use of integrated marketing communications, keeping fans, aka the WWE Universe, engaged with its brand across several platforms.
Of course, WWE’s online presence begins with its website, which gets 13.1 million unique monthly visitors worldwide, according to corporate stats. In addition to the main WWE Facebook and Twitter pages, pretty much all of the WWE Superstars and Divas have their own accounts. Social media complements WWE broadcasts, as WWE-related Twitter trending topics are often shown at the bottom of the screen during “Monday Night RAW,” (example with Dwayne “The Rock” Johnson from a March “Raw” episode shown below. Click on the picture to watch the full video.) and Pay-Per-View events.
Fans watching at home can engage socially through WWE Active on the WWE app, getting to vote on things such as which wrestlers will face off in a match. Even when attending a WWE event, fans are encouraged to make their voices heard. I have been to two WWE shows in Jacksonville (neither of which were televised) and fans who sent Tweets using #WWEJacksonville or texted messages or pictures to a specified number got their shout-outs and images shown on the big screen.
Superstars also use Twitter to build anticipation, especially prior to a big match. Fans love to weigh in too. Check out one of the latest Tweets from current WWE Champion Randy Orton (you can click on the pic to see fan responses, but warning, some of them are a little vulgar):
The WWE Universe doesn’t have to wait until “Monday Night Raw,” Wednesday night’s “Main Event,” or “Friday Night Smackdown” air on television to get its fix: Fresh WWE content is ripe for the picking online. Take for example, the WWE Pinterest account: A whole board is devoted to “Total Divas,” a show on the E! Network that features seven of the WWE Divas. Deleted scenes are pinned to the board, as well as screen grabs and quotes from the show.
Behind-the-scenes photos and video galore can be found on the WWE Instagram page. You want to see what happens after a fight? Watch the video below to see the beating Superstar CM Punk’s back took after a match two weeks ago:
There’s also lots more watchable content: a YouTube channel with highlight videos so you can catch what you missed on “Raw” or “Smackdown” and two original shows on HuluPlus, “WWE Superstars” and “WWE NXT,” which features wrestlers in the WWE’s developmental program.
The efforts of WWE’s social team are paying off: According to Mashable, SummerSlam, the most recent Pay-Per-View program, “generated more than 664,000 social media posts” on the day of the program and in the week leading up to the event. Also, Mashable reports, “digital pay-per-view buys were up 203% over last year's.”
On a weekly basis, according to its Shorty Awards submission, WWE gets 1.3 million social mentions and has more than 97 million fans on all of its Facebook pages combined. But the social team’s main focus is the WWE Universe.
“While we are incredibly proud of our past accomplishments,” the Shorty Awards submission said, “we are always looking for new and exciting ways to engage our most important constituency, the WWE Universe.”
Monday, September 2, 2013
Come on in, we're open ... any time
In the 24-7 social media world, the days of 9 to 5 are over. According to a February 2013 report from Cisco, “the number of mobile-connected devices will exceed the world’s population” by the end of the year. This widespread mobility gives customers plenty of opportunities to reach out to businesses from pretty much anywhere, so businesses have to be available to respond, and in some cases, put a message out preemptively.
People want to know what’s going on with businesses they patronize, especially when things go wrong. Take for, example, when Southwest Airlines’ Flight 345 from Nashville to New York’s LaGuardia Airport landed nose-first on July 22. Thankfully, no one was seriously injured (though one passenger is suing, claiming she was permanently injured), but the incident happened outside of “normal business hours.”
Standby for more information regarding #Flight345 BNA-LGA. We are gathering details and will post a statement soon.If Southwest wouldn’t have responded in a timely fashion on Facebook, Twitter and on its blog, people may have reacted in a panic, and Southwest would have been behind the curve. In this and many instances, the “classic marketing” availability as detailed by Robert Weller on Toushenne (“no support beyond regular working hours”) is just not going to work anymore.
— Southwest Airlines (@SouthwestAir) July 22, 2013
“Social media marketing availability,” Weller says, is a “readiness to react to (negative) comments and customer requests.” This new way is better for customers for sure, as they can get their questions answered in a much more timely fashion. The only good thing about the old way was for companies: They were in total control of when and how customers could contact them. Though this new way availability can be tough on a company, the new way overall is better for companies too, as it enables them to get out in front of a crisis, like Southwest Air did.
The new world of social media marketing availability can sometimes serve a safety net to the classic marketing availability. Sometimes, to get an issue resolved, you would rather talk to a person by phone than via computer.
This was the case when the power went out on Friday night in Ponte Vedra, Fla. Beaches Energy customers were trying to report outages in the area, but they could not get through because the lines were busy. So, some customers got on Twitter to get answers. In turn, Beaches Energy responded and was able to “listen” to their customers and keep them up-to-date, busy-signal free.
We are aware of power outages in the area and are working to restore power as soon as possible.Please call 904-247-6171 to report an outage.
— Beaches Energy (@BeachesEnergy) August 31, 2013
Most times, “social media,” availability wins out over “classic” but companies do have to be wary of spreading themselves too thin across too many channels. Jay Baer asks businesses to ask themselves “Are you doing a few things great, or are you engaging in manifest destiny social strategy, and building a company outpost every time new real estate looks attractive?”
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