The week in content marketing with Lieu Pham
This week, Joe Pulizzi and Robert Rose share their wisdom about producing top-quality podcasts, and Procter & Gamble share their insights into the #LikeAGirl campaign – but is it the responsibility of global brands to challenge social bias?
In technology news, Snapchat moves into the wearables space with video-recording Spectacles (and a name change to Snap Inc.), while a new radio system could enable marketers to read our emotions through a wireless signal.
Finally, celebrity chef Alton Brown talks about his return to the small screen, a new study looks at the impact of branded content, and we learn how Playboy more than doubled its social audience in just one year – with fully clothed women!
Enjoy your week!
Getting a successful podcast up and running isn’t as easy as hitting record on your phone and having a chat. While the final product should sound like an easy-breezy conversation, there’s a lot that goes on behind the scenes. Here, the CMI’s Joe Pulizzi and Robert Rose talk through their experience – they have almost 150 episodes of “This Old Marketing” under their belts – and share their tips on what makes a great podcast.
Leading brands such as Procter & Gamble can, and have, been using the weight of their advertising to challenge bias in society. P&G’s #LikeAGirl campaign for Always, a feminine hygiene brand, fights the stereotype that doing anything ‘like a girl’ is an insult; in fact, it’s totally bad-ass. The brand’s execs have opened up about the depth of customer insights that went into the campaign to help make it so successful.
No, we’re not talking about your daily pics of the cute outfit you wore last night. This week Snap Inc. unveiled its latest invention – sunglasses with an in-built camera that allow you to record 10-second videos and upload them straight to Snapchat. This move into the tech space puts Snapchat in a position to rebrand as more than just a social media platform.
As of late, brands have been flooding messaging apps with bots in an attempt to connect with consumers. Mattress company Casper has implemented its own take on the system, using a text-messaging bot to send personalised messages to people who can’t sleep. The chatbot has over 2000 programmed responses in order to create lifelike late-night interactions. Casper sees it as a way to further their brand voice and develop “great experiences and conversations around sleep”.
A new study by IPG Media Lab, Forbes and Syracuse University’s Newhouse School has found that branded content leads to higher brand recall than display and native ads, creates lasting interest to the brand and drives purchase considerations among 18- to 34-year-olds. Storytelling: The Current State of Branded Content looks at the impact of branded content on recall, brand perception and intent/consideration.
From traditional television programming to five-minute videos on Facebook, TV chef/host/podcaster/author/all-round performer Alton Brown has always had a pretty good grasp on what his audience wants. Now, he’s putting together a web series with total creative freedom and the opportunity to let his true personality shine – all thanks to digital media. So what’s his secret to social media success? He describes it as finding “the sweet spot of personal connectivity”.
A new system, called an EQ-Radio, can track people’s emotions through wireless signals. Developed by a team at MIT’s Computer Science and Artificial Intelligence Lab, the EQ-Radio captures a person’s breathing and heart rate, and can narrow down a person’s emotions to anger, sadness, joy or pleasure. The new technology could give marketers insight into how their content or products are being received by consumers, but it does raise issues of privacy and consent.
Facebook has come clean about exaggerated video views. For the last two years, Facebook calculated the ‘Average Duration of Video Viewed’ by dividing the total time spent watching a video by the number of people who watched more than three seconds of the video, completely skewing the numbers. Don’t worry, it’s not all bad news. Facebook is introducing two new metrics to improve their reporting.
This week we saw two presidential candidates go toe to toe in the first debate of the 2016 US election. Several media outlets put together teams of fact checkers for their live coverage, while Hillary Clinton also assembled her own team. The hillaryclinton.com website allows users to scroll through a “Literally Trump” feed of Donald Trump statements (all fact checked, he really said them) and share the comments to social media with the click of a button.
Playboy didn’t have to sell naked women to boost its numbers. In fact, it was the removal of nudity and a shift of focus that helped Playboy connect with its audience and grow its social media presence from 11 million to 29 million. So what’s the lesson? Playboy is a brand like any other. Success will come when you to identify your audience, keep up with expectations and deliver a consistent message across all channels.
Founder & Editor: Lieu Pham
Associate Editor: Peta Short
Sub-Editor: Suzannah Pearce
Design: James Sinclair