Pokemon Go: Poke-Marketing?

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Do you want to be the very best, like no one ever was? If so, then you’re probably one of the 7.5 million people who have downloaded the Pokemon Go app since its recent launch.

The app, a location-based augmented reality game that enables you to catch virtual Pokemon in the real world, has experienced a tremendous start since its release in the United States. Pokemon Go has captivated mobile users of all ages worldwide, quickly becoming a cultural phenomenon.

Within weeks, the game generated an estimated $1.6 million in revenue per day. Benefiting from this instant success is Nintendo, parent to Pokemon Co., which has already seen a 25 percent increase in stock shares and added nearly $11 billion to its market value.

The popularity of Pokemon Go and its clear potential for profit not only have opened the door for Nintendo’s success, but also have become a tool for Pokemon-inspired marketing by food and retail businesses.

The game format encourages users to explore their real-world cities to find in-game Pokemon , PokeStops or Gyms, which can be found at actual landmarks and local businesses. This alone is a valuable marketing tool that can result in rising visits and an increase in foot traffic for any organization hoping to convert locals who want to play into customers willing to pay.

Real-world marketing value

Some establishments have already realized the marketing potential of the virtual Pokemon in the real world. By flaunting ties with the game, Main Street businesses have been able to set themselves up for an increase in recognition, popularity or profit.

Storefronts have found a number of ways to engage with the traveling hordes of Pokemon trainers. One of the most popular methods of capitalizing on the app’s hype is to place Lure Modules at Poketops at or near a business’ location.

A Lure Module is a well-recognized in-game feature that enables users to attract Pokemon to a certain area. Although the Lure Modules were designed to bring in Pokemon, they’re also bringing in a slew of gamers.


‘Poke-marketing’

Pokemon Go has become a great way for retail business to attract potential customers to its location. Once gamers are lured in, stores have taken “Poke-marketing” a step further by offering tailored discounts and promotions.

These strategies are just the start of what is sure to become a more prevalent marketing approach as the app rolls out in more countries, evolves and inspires copycats. Bringing an entire generation’s childhood nostalgia into the modern age of augmented reality gaming is unlike anything we’ve ever seen before.

Although this level of popularity can be fleeting, Pokemon has retained its status as a recognizable and well-loved brand since 1996. With the game’s technological sophistication and promise of added, advanced features—in-game chat functions, head-to-head battles, Pokemon trading, and so on—there doesn’t seem to be an end to Pokemon Go’s success anytime soon.

Kelly Holcombe is an account coordinator at Flackable, a national financial public relations and digital marketing agency. Connect with her on Twitter: @kelly_holcombe . This article was reposted from http://bit.ly/29WN08c (PR Daily)

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Study: Bad weather sours online reviews

If you’re not already reading online reviews with a large grain of salt, here’s even more reason to do so. 

A recent Georgia Tech/Yahoo Lab study of online restaurant reviews finds that weather is associated with the positive or negative nature of online reviews. 

From Eater

Customers who visit a restaurant on a rainy day are more likely to leave a negative review, while customers who review a restaurant on a warm sunny day are more likely to leave a positive review. 

Also, during snowy days, users rate restaurants lower than other days. 

The study’s abstract states that it has “implications for designing online recommendation sites, and in general, social media and online communities.” 

Some other findings: 

  • There are lower ratings and a higher number of reviews in July and August.
  • The highest ratings come in November.
  • Areas with a high concentration of educated people see more reviews—three times more, in fact—than places where fewer than 10 percent have diplomas.

Will the study lead to change in online review sites? Maybe. For now, if you’re doing marketing for a restaurant, consider building a weather-control machine.

 

About the author

Kevin Allen has developed social media strategies for Fortune 500 companies and created content for major brands across multiple social platforms. Previously, he served as an editor and reporter for the Chicago Sun-TimesESPNChicago.com, FoxSports.com and Ragan Communications. As a reporter, Kevin has covered MLB, NHL, NBA, PGA, NCAA football, national political campaigns, backyard barbecues and just about everything in between. He’s been a contributor to PR Daily since its launch.

Hashtags Increasingly Popular on Facebook

source: http://bit.ly/PIXAoD

After searching through another round of hashtag data, Socialbakers has found that posting with hashtags on Facebook has become an increasingly popular thing to do. Meanwhile, tweets use hashtags about as often as they did this time last year, and Instagram is the only network where a significant percentage of posts use more than 2 hashtags.

Hashtags become more popular on Facebook, data shows

At Socialbakers, we’ve always been curious about hashtags. They make content easy to find, join larger conversations, and allow for audience participation. They’re the interactive tagline, except in the world of social communication you can find out whenever someone makes a joke that ends in “Where’s the beef?” After hearing feedback from our earlier hashtag articles, we wanted to see how we could clarify the topic some.

By examining 12,509 Facebook profiles and 865 Twitter profiles in February 2013 and February 2014, we found that brands on Facebook have expanded their use of hashtags exponentially. Brands’ Twitter profiles, however, are using hashtags at about the same rate they did last year.

This reveals several probable conclusions. First of all, Twitter marketers have had more experience using hashtags on that platform. That there haven’t been major changes in the numbers like on Facebook means that brands on Twitter have figured out the best way to use hashtags over time, and on Twitter’s end, that this aspect of their service is, for now, static.

Facebook Posts

On Facebook though, the difference is stark. There was a 525% increase in the share of all posts to include hashtagged content.
Facebook only integrated hashtags shortly before our first data sampling was collected, so this illustrates how much the concept has caught on. Keep in mind, though, that this refers to relative numbers – shares of a total number of posts, independent of the number of brands sampled – so the number of hashtagged posts on Twitter could still outstrip the number of hashtagged posts on Facebook.

This means that a concept developed by Twitter, specifically made for a micro-blogging platform reliant on content more so than networking, has been imported with immense success by its rival platform, which is more about networking than content. It is interesting to note that some habits traveled with the hashtag in the move, namely that the number of hashtags per post has held somewhat constant between the two networks.

How many Hashtags?

In previous posts, we made some claims that argued for, let’s call it, ‘hashtagging in moderation,’ both generally and for specific networks. This originally referred to Instagram, which our new data has offered another light on. Instagram, it turns out, is the only one of the three networks with a diverse spread of numbers of hashtags per post.

Instagram

A thin majority of hashtagged posts use only 1–2 tags, and 10% use 10 or more. This strongly contrasts with Twitter and Facebook’s pat­terns. This is likely due in part to the difference between the networks’ posting formats.

TwitterFacebookTwitter’s numbers make the most sense – when you only get 140 characters to play with, every one is at a premium. Having more than 2 hashtags means less space in your tweet for content, @ tags, and links.

But on Facebook, the number of hashtags used per hashtagged post doesn’t quite fit with that logic, since the posting limit is longer than Twitter’s.

Interactions per Hashtag on Instagram and Twitter

While all of this information is good to know, and shows just how far Facebook users have come in integrating the hashtag into that network, it doesn’t say anything about how effective this increase has been.

To try and answer that question, we also gathered data about the number of interactions all the posts issued by these brands gathered during February 2014. Our data showed that on Instagram, posts with 1–2 hashtags received the most interactions, and posts with no hashtags received the next most. On Twitter, posts with 3–4 hashtags received the most interactions, followed by posts with 1–2 hashtags, and none, respectively. But just like we cautioned in our first Instagram report, when posts with no hashtags seemed to perform better than posts with 10 or more, these numbers do not necessarily mean that hashtags decrease engagement over time. Some reasons for this discrepancy are:

  • Post Quality: Some posts are just better made than others.
  • Posting Time: A hashtagged post released at the worst time will likely do worse than a non-hashtagged post released at the best time.
  • Post Type: Image and Video posts tend to get more interactions than text-only posts, hashtags or otherwise.
  • Poster’s History: Maybe the poster needs to drastically raise their Engagement Rate, and so is going on a ‘hail mary’ hashtag frenzy.

You get the point. Based on all we know, hashtags are not only becoming more popular with brand pages on Facebook, and remaining popular on Twitter – there’s probably a good reason why.

About the author

Phillip Ross, Social Media Analyst. Socialbakers.com where a version of this excerpt originally appeared. 

5 Steps to Jumpstart Your Social Media Strategy

source: http://bit.ly/1gFUqaR

We’ve all seen lists for things you need to be doing on social media – engage, listen, communicate, etc., right? Well I don’t know about you, but we are usually fed up by the vague information in such posts. How can you take action to begin “engaging?” What do you do before you engage?

At Social Fulcrum, we have a process for coming up with the social media campaigns that drive our clients wild. Instead of telling you to communicate or to listen, we want to give you some actionable tips you can use to jumpstart your social media strategy – TODAY.

1. Do Your Research
Look for communities, influencers, and discussions that relate to your brand, products, competitors, and industry. Look into how you could potentially target key audiences through different media. Don’t just limit yourself to Facebook pages/groups and Twitter users. Look into bloggers in your industry (or outside your industry) that have an audience you want to reach. Look at relevant Meetup groups locally and nationally. Find discussions in online forums. If you are a small company, find discussions about your industry. If you are a larger brand, we recommend using a social media measurement tool to assess the online landscape of your brand mentions to help formulate your strategy. These are all potential areas to generate content, seed content, find ambassadors, and get online placements. But you can only reap these benefits if you know where and if these communities exist!

2. Build Relationships First
When I was creating the strategy for a national food association’s social media marketing campaign, we knew we would want to promote their Facebook page, Twitter account, and video contest through influential bloggers in the cooking, foodie, and mom verticals. Instead of simply reaching out to those bloggers and asking them to promote our properties, we made sure to first build our relationship with these influencers. Our first communication to these bloggers was to offer promoting THEIR content to OUR audiences. We wanted to show that we were keeping in mind their goals (increasing readership), and not simply self-interested. We nurtured these relationships for months before letting them know that we had a contest that we were promoting. At that point, they had received so much benefit from the relationship that every single blogger was happy to promote our contest. And the association still has those relationships to this day!

3. Leverage Twitter Targeting Options
Too often businesses will create a Twitter account and then not know what to do with it. Once your profile is set up, you can use the following strategies to find your opportunities on Twitter:

  1. Search for accounts that have followers who are in your target audience. For example, if you are a local pizza chain, all you need to do is find another local business with a decent amount of followers, and follow all the followers of that account (gradually, not all at once). You can safely assume that a vast majority of the people following a local business in your area are located in that local area. Not a local business? Try trade publications, competitors, or thought leaders.
  2. Search for people tweeting about a need that your product/service alleviates. For example, in our campaign for the national food association we mentioned above, we found that people on Twitter were commonly complaining about a lack of ideas for what to eat. Armed with an online database of 700+ recipes, we reached out to these people and found out what type of food they liked, and sent them an appropriate recipe. This gained awareness for our client’s website, Twitter account, and recipe database, and also built goodwill with our audience (which we later leveraged to promote a video contest).
  3. Use the advanced search on Twitter to search bio information. This is especially useful for B2B companies looking to increase their social impact. People will typically list their job title in their bio (e.g. CMO, COO, CEO, Executive Director, Partner), allowing you to target the specific decision makers with whom you are trying to communicate.

4. Explore & Leverage Facebook Advertising
There are few businesses that can’t benefit from the precise, unique targeting available through Facebook’s advertising platform. Even B2B companies can find value in Facebook ads if you can get creative with the parameters. For example, Social Fulcrum used Facebook ads to grow our own Facebook page by targeting users who are over 40 years old and who “like” the Harvard Business Review, because this audience includes senior-level decision makers at mid to large size corporations. Facebook Advertising can be an effective method for driving traffic to a website, as well as for increasing the size of your Facebook fan base, for just a few dollars per day. The key is finding the right targeting parameters, which might include users who “like” a competitor, users who “like” something your target audience probably likes, or even users who have a birthday within the next week.

5. Create a Content Calendar
There’s nothing worse than a Facebook page or Twitter account that’s filled entirely with self-promoting updates. It’s not always easy to come up with awesome, engaging content every day, but tweeting another link to your website is not the answer. That’s why it helps to create a weekly or monthly content calendar in advance to help you think strategically about what to post and when, being sure to schedule promotional updates at a maximum of one time per week. Your social media channels are not a constantly updating advertisement for your business. If you aren’t sharing interesting content, asking questions, and making your fans and followers feel valued, they’ll soon wonder why they’re connected to your account in the first place.

These specific tips can help any business better utilize social media to achieve organizational objectives. Though only the beginning steps to a stellar social media campaign, these tips allow for architecting a social media strategy that leverages brand assets and social media tools to get your brand in front of the right people and ultimately, grow your business.


Andrew Krebs-Smith, Founder of Social Fulcrum, has managed social media campaigns for accounts including Pfizer, Ocean City MD, The National Aquarium, and Strayer University. Andrew regularly speaks at the university level regarding social media marketing, and has held the position of Social Media Co-Chair at the American Advertising Federation, Baltimore Chapter. Connect with Andrew on Twitter and LinkedIn. The first version of this story appeared on http://bit.ly/1kl93so Visit PR.com

Secrets to reading body language

Wordless communication—or, body language—can be a powerful tool.

But it can also betray you, bringing to the forefront some opinion or feeling that you’d rather the world not see.

As the infographic below points out, “Body language is all around us. Learning to read it can be one of the most valuable skills you have.”

It also suggests that most of our communication is nonverbal, with gestures accounting for 55 percent of our communication, compared to 38 percent vocal, and only 7 percent the actual words we use. (It should be noted that this statistic, also known as the “Mehrabian Myth,” is one that is often contested among various circles of professional communicators).

For some insight into what your body language is saying (and what others are saying with theirs), check out these tips from TopCounselingSchools.org:

About the Author

Kevin Allen has developed social media strategies for Fortune 500 companies and created content for major brands across multiple social platforms. Previously, he served as an editor and reporter for the Chicago Sun-TimesESPNChicago.com, FoxSports.com and Ragan Communications. As a reporter, Kevin has covered MLB, NHL, NBA, PGA, NCAA football, national political campaigns, backyard barbecues and just about everything in between. He’s been a contributor to PR Daily since its launch. The first version of this story appeared on http://bit.ly/1lFvoxW via @PRDaily

**I love infographic and non verbal communications so I really love this story. However, the information contained regarding Yasser Arafat and Ehud Barak needs to be fixed. Ehud Barak is former Israeli special forces commando, IDF Chief of Staff and Israeli government minister, including Prime Minister., while Yasser Arafat represented Palestine.

 

ADAKAH YANG SALAH DENGAN ETIKA KOMUNIKASI ANGGOTA DPR?

By: Gloria Wilhelmina Verdina

Proses komunikasi yang dilakukan di DPR memang kerap mengabaikan etika. Ketika rapat: baik dalam rapat Komisi,  Panja, Paripurna, para anggota dewan kerap menyampaikan pendapatnya dengan kata-kata serta bahasa yang tidak sopan. Perilaku para anggota dewan pun kerap tidak terkontrol. Mulai dari kasus korupsi hingga pembuatan video porno. Yang paling menyedot perhatian publik secara luas adalah korupsi pengadaan Al-Quran yang disangkakan Komisi Pemberantasan Korupsi pada Zulkarnaen Djabar, anggota komisi Agama dari fraksi partai Golkar7 dan beredarnya video porno yang dilakoni oleh anggota DPR yang masih dirahasiakan identitasnya.8

Sebagai perwakilan aspirasi rakyat dan dipilih oleh rakyat, tentunya anggota DPR memiliki tanggung jawab moral yang tinggi untuk dijaga dan dilaksanakan. Anggota DPR dipastikan sudah menempuh pendidikan yang tinggi dan juga sudah pasti bisa membedakan mana yang baik dan benar, dan mana yang salah.

Namun permasalahan yang mencuat ternyata bukan karena kesalahan berpikir atau kesalahan mendasari argumen (fallacy) yang berkaitan dengan tingginya jenjang pendidikan yang sudah dienyam dan pengalaman di bidangnya, tapi lebih kepada pelanggaran ethis dimana anggota sebagai bagian dari komunitas dan perwakilan orang banyak tidak mampu menyesuaikan dirinya dengan nilai-nilai yang ada. Seperti kejujuran, kepantasan bertutur kata, perilaku dan kesesuaian tindakan. Jika demikian adanya, setinggi apapun jenjang pendidikan yang sudah ditempuh, selama apapun pengalaman kerja di bidangnya, tidak mampu menjamin keluhuran budi yang masuk dalam kategori kualitas, bukan kuantitas.

Saya mencoba menganalisa penyebab yang selama ini membuat anggota DPR mengabaikan pentingnya penempatan diri. Saya mengaitkannya dengan salah satu pendekatan ethis yang diambil sebagai hipotesa awal. Prinsip pendekatan ethis yang dipilih oleh anggota DPR tersebut adalah Egoism Approaches atau Hedonistic Ethic. Menurut pendekatan ini, pelaku mempertimbangkan dan mengambil tindakan berdasarkan apa yang baik dan berkenan di dirinya sehingga selalu menempatkan kepentingan, kesenangan, kepuasan, kemauan dan keselamatan diri sendiri di atas kepentingan orang lain.9 Jadi tak heran bila dalam setiap tindakan, ucapan atau hasil kerjanya selalu menekankan pada kepentingan diri sendiri, bukan kepentingan orang lain. Hal ini berdampak fatal karena DPR merupakan kepanjangan tangan masyarakat luas. Sebuah negara yang terdiri dari jutaan orang bertumpu pada tiap individu di dalamnya. Batasan dari Egoism Approaches atau Hedonistic Ethic ini adalah apa yang dinilai baik bagi pelaku, belum tentu dinilai baik bagi orang lain. Apa yang membuat pelaku merasa nyaman dan puas, belum tentu dirasakan juga oleh pihak lain khususnya masyarakat.

Seharusnya mereka mengutamakan kepentingan orang banyak atau melakukan pendekatan ethis dari segi Common Good Approach sehingga rentetan kesalahan tidak akan terulang kembali dan Indonesia menjadi lebih baik dengan terwujudnya kemakmuran dan kesejahteraan masyarakat.

Referensi:
7 http://www.tempo.co, Senin, 9 Juli 2012.
8 http://www.tribunnews.com, Selasa, 24 april 2012.
9 Simply Philosophy, BrendanWilson, Edinburgh University Press, 2002, World Philosophy- An Exploration in Words and Images, Vega 2002 Text Copyright Mel Thompson and the Named Authors.
Ethics in Human Communication, 5th edition, Richard L Johannesen.
Ethics, Edited by Peter Singer, Oxford University Press, 1994.