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.

Photos Are Still King on Facebook

 

Most of the content brands post to Facebook includes photos – 75% of all content in a one-month period, to be exact. We examined a large collection of Facebook posts made by over 30,000 brands in order to find which type of post scored the best engagement. There were clear differences between top performers and the rest of the pack.

A little while back, we previewed our upcoming conference, Engage London 2014, by sharing some data on different post types and the absolute interactions they receive. Let’s dive into it a bit deeper now.

Post Types

Again, three-fourths of all posts by the brands we monitored included photos.

Average Interactions for all Posts

By examining the average number of interactions that the different post types received, photos’ dominance becomes even clearer. Firstly, it is essential to segment the monitored pages according to page size. Much larger pages have a wider reach (and often, higher budgets), so it logically follows that each post type would increase its average number of interactions as the size of the pages increase. Photos garner the highest average number of interactions per post for all three page sizes, but it is not until the largest group of pages (1,000,000+) that the difference becomes extreme.

The Top Tier

Looking at interactions among the top 10% of all monitored content, we can see that videos and albums have the same percent share (4% for both) of total interactions as they do overall share of published content. Links and statuses lose some of that overall share of engagement when we look solely at the top 10%.

Conversely, photos increase their share.

Despite all this, our data does not necessarily imply that a photo post will automatically be among the most engaging on Facebook. It simply reveals a common trait that the best posts feature more frequently than do ordinary posts. In order to take advantage of insights like these, you need to know more than just one metric – you need to know all of them.

Written by Phillip Ross, Social Media Analyst. Socialbakers is where the 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