Mobile Marketing

How do I create a Virtual Background with a Green Screen?

Virtual Background Tips

What you need to know about Green Screens

Recently, I started looking into what’s called a Virtual Background. Since I had worked in television stations for more than 15 years, I thought that this would be a useful tool for my biweekly podcast on Mobile Marketing and Social Media.
The technology has been around for a long time, and is called Chroma keying or chroma key composting. It is a layering effect that happens when two images or video streams are served together based on color hues. You have seen this often in news, motion pictures and videogames. The color range in the foreground is made transparent, so that the separately filmed background footage or static image can be inserted into the scene. Green and blue backgrounds are used most often since they vary in hue from human skin colors.
I attended a tutorial session about using Virtual Backgrounds and then started my search.

Amazon.com has 718 choices under “green screen” so you can find a lot to browse. Here are two examples.

Image 1. This first one costs less than $30, so you basically have a cut piece of fabric, a bag and a lint roller. Will that do what you need? If you are just starting out, perhaps you will be happy with this setup. If you are looking for a more polished effect, you may be ready to step up to the next level. Remember that with more than 700 choices, you can be selective in what you decide will be best for your purposes.

Image 2. If you want more than just the basics, you can get this for less than $90. It includes a stand and the lighting kit with stands as well as a bag. I’ve been using one that is 9′ by 4′, and comes in a bag. The most difficult part of the process has been trying to get the green screen back in the bag. One tip on this is to look on YouTube for some tutorials. I had to watch one of these videos several times before I mastered the process. So, if you are having trouble getting your screen back in the bag, go to the experts on YouTube for the demonstration.

Image 3. When you have your set up, what will it look like? Here is a before/after set that you could use, or something similar. This is a single person standing in front of the green screen. The virtual background is a photo of the inside of the White House. You can see that their is a very different result after using the green screen.

(Source: Iman Crosson, Wikipedia)

Here are seven tips that I have learned in creating a virtual background.

A. The best backgrounds are bright green, not shiny.
B. Muslin is one of the recommended fabrics.
C. They should be close to you, the person in front of the camera.
D. We want to have good contrast between you and the background. The lighting is also important to consider.
E. You can use high quality royalty free images, or your own.
F. The best sized images are 1920×1080.
G. Consider using a slightly blurred background if you want your own image to “pop” more during the webcast or webinar.

Image 4. Here is an example of how I used the Virtual Background in teaching a class at National University in March, 2017. Notice the top right quadrant and how the Golden Gate Bridge is in the background. I used a green screen to make this effect. What do you think? Will this be something you adopt in the future?
green screen in classroom

Posted by marybethmccabe in Marketing Tools, Mobile Marketing, Online Marketing

What I learned at Social Media Marketing World in five minutes:

Instagram AnalyticsWhat were the top things that I learned from the Social Media Marketing World conference:
The top ideas that I have after a one day rest are the following:
1. That learning never ends.
2. That there will always be someone to share my ideas with and learn from at this event.
3. That I can help teach from the sidelines, just as if I was teaching from the podium.
4. There are so many ways to be successful, the way to do it, in my opinion, is to create your own metrics of success and then follow those.
5. I can sing “SHOUT” or at least make believe I am singing it in Karaoke.
6. Improvements of small things can lead to improvements of bigger things> For example, Jenn from Jenn’s Trends taught me about how to improve my Instagram Profile. She showed me the proper length for a IG. It should go just below the fold, so people need to look further. At least a few sentences in length is best. See the image here.
7. New terms: Finger scrolling stoppers, recontent,and a lot more.
8. Podcasting tips: from Amy Porterfield, Chaylene Johnson and Cliff Ravenscraft. What I can summarize is that you just have to practice, like anything else. There is no silver bullet. Discipline will come in very handy here. There’s no one telling you that you HAVE to do it, but you know you should be consistent. Some use offshore experts as audio editors.
9. Underused Social Media may be the best way to stand out! Try SlideShare. That has a lot of content already, but the context is what matters here. There is likely a longer shelf life here than in most social media.
10.Forms and thank you pages are good for increasing your scores with analytics. GTM programming is worth the hassle. Your “All Pages” report has a lot of good info, and if you look for conversions, that will help focus you. Add Social Proof to the top pages, don’t have a “testimonials” page that no one will ever see!
11. Ask yourself, “What do people always ask before they hire us? That would be a good content piece.
12 There is an annotation drop down in the google analytics timeline, where you can note historical items that can help remind you of important dates and activities.

Posted by marybethmccabe in Blog, Marketing Tools, Mobile Marketing, News, Online Marketing
Apps to improve our health

Apps to improve our health

 

Proctor & Gamble: Oral-B and iconmobile for Oral-B SmartSeries Mobile Application (P&G) Silver Winner in IOT category, 2015 MMA Smarties http://www.mmaglobal.com/smarties2015/finalists/winners

How many of us are taking advantage of these improvements in technology, that lead to improvements in our lifestyle and behavior?
Today our teeth, tomorrow our hair. Next thing we will be talking about (yes, a future post here) are mobile hairbrush apps, too.
Internet of Things (IoT) is defined as any technology, device or wearable that connects, communicates or transmits information with or between each other through the mobile driven Internet.

How many devices are connected and will be in the future? The number of mobile connected devices already exceeds the world’s population and it’s expected to be rising to 21 billion devices by 2020. As devices connect and create value for users, they create risks as well. They are changing how we work, live and relate to each other. The race to win the platform for connected products begins with smart logistics, managing production and distribution.
Oral-B has been part of the Procter & Gamble (P&G) company since 2006, and is a leader in the $5 billion brushing market, with a 20% share of the global oral care market. The brand includes manual and power toothbrushes for children and adults, oral irrigators, oral care centers and interdental products, such as dental floss.

Oral B began with a product experience that was functional and valuable to customers. Their products have become more valued to the company as they have become connected to the internet via mobile devices. Sensing, connectivity and intelligence opens new revenue streams. The Oral-B 9900 Triumph Toothbrush has a list price of $482.99. Replacement brush heads sell for $12.98 each. There is a lot of revenue to consider when it comes to the potential market for this consumer product. One of the features is a built-in pressure sensor that stops pulsations to

When you brush for two minutes you get a smile.

signal if you are brushing too hard, and a two minute timer indicates when the recommended brushing time has been reached. On the timer, a smiley face appears after the dentist recommended two minutes of brushing time.

Working with professionals has been one of the areas this app as well as working with patients’ needs and goals. Proper brushing routines can be programmed into the app to focus on problem zones, providing specific brushing instructions to follow at home regarding whitening, healthy gums, and plaque removal.
Metrics for the product brushing sessions include: 83% are brushing more than 2 min. 2.24 minutes is the average. Users can check their personal statistics.
The figure below shows the Oral-B app ‘Achievements’ page, including the trophies for 7 day brushing streak, 7 day flossing streak, etc.

The app has been downloaded more than 300,000 times since 2014. Flossing, tongue cleaning, rinsing technology and interactivity has helped Oral B make happier healthier mouths.

 

Questions:

1. What other products you use daily are connected to the Internet?
What other products could Oral-B connect with in the home?

2. How can Oral-B get more dentists to recommend their connected products in the future while keeping to the highest standards of ethics?

3. Discuss the Consumer Behavior psychology of brushing teeth and under what circumstances you would share your tooth brushing trophies with your peers.

4. How would the Achievements icons change your personal brushing regimen? How do you think it would change a youth’s brushing habits?

Sources:

http://www.mmaglobal.com/smarties2015/finalists/winners
http://marketrealist.com/2015/07/crest-oral-b-stars-procter-gambles-health-care-segment/
http://ob.factoryoutletstore.com/details/1415-4205/oral-b-triumph-9900-9950-9930-toothbrush.html
http://www.informationweek.com/mobile/mobile-devices/gartner-21-billion-iot-devices-to-invade-by-2020/d/d-id/1323081

Posted by marybethmccabe in Marketing Tools, Mobile Marketing, Online Marketing
10 Tips to Grow your Pokemon Go Marketing: Go for Gold

10 Tips to Grow your Pokemon Go Marketing: Go for Gold

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Pokémon Go for Gold
10 tips to grow your Champion Marketer status with Pokemon Go (you’ll likely create even more ideas after reading these)

There are many ways that you can use mobile games like Pokémon Go in your marketing activities. This section give a background on the company, consumer behavior, and a list of 10 methods that you can use to apply these in your business.
Background
Nintendo is a Japanese firm that created the Pokémon, the Wii and in mid-2016, Pokémon Go. Niantic, Inc. is an American software developer founded in 2010 by John Hanke, based in San Francisco, California, and known for developing and publishing the augmented reality mobile games Ingress and Pokémon Go. The company spun out of Google in October 2015.Getting started on Pokemon Go as a marketer

Pokémon Go Game character

B2C

Consumers like to be challenged and through games like Pokémon Go, with revenue of $10 million per day as of August 2016. This game has created nearly the same number of daily users as Twitter and time spent on Facebook, which is why mobile marketers need to pay attention.
The photo below shows one view of how consumers are using Pokémon Go. Two boys go to the park to play. At least that’s what they tell their parents. They go to play Pokémon Go. Riding bikes also gives them a competitive advantage over those in a car or walking. Sometimes they even talk to each other to get helpful tips on how to get to the next level or how to set up their incubator for their eggs.

boys on bikes

Boys on bicycles at park playing Pokémon Go
B2B
Mobile marketing professionals are responding in ways that will draw and keep customers and their attention to your ideas, products and services.
As a business, here are tactics that you can use whether you are a service or a product, profit or not for profit business.
1. Offer free Wi-Fi and charging stations at your place of business. This game requires both internet and a battery charge. Perhaps you are a hair or nail salon. While your customers are getting groomed, they can be charging their phones and using your Wi-Fi. Advertise this as a benefit for your service, a value added reason to visit more often.

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Without the Wi-Fi, the game can’t advance
2. Partner with another business or two. You can partner with non-competing businesses to bring Pokémon Go to life. (Ex. web designer, custom contractor, pizza firm) Maybe you know a web designer who can develop a “virtual” or unofficial Pokémon stop on your custom window company website and give tips on how to win free stuff every time you order a pizza.
3. Request a Poke Stop. The request needs to be done through a form via Niantic, the developer, and although this is currently not being offered for new stops or gyms, we urge businesses to consider it for when/if this again becomes available. Stops are marked with a blue cube. Gyms are typically found in large places like malls, parks and other open spaces where players go to battle.

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Southern California location where you can find players and hunt.

4. Frequent Tagging. You can ask your players to tag their photos with your business name. They can tag it either inside the post itself or in a location app that they use. This will extend your brand, and produce additional reach further once it is shared. Use a branded hashtag.
5. Check ins suggested. If you encourage customers to check in to your business while playing, that will lead to more players visiting or more reviews on that social media platform.
6. Ask for Photos, Shares, and Comments. Make a special request for players to take photos of them with your products. You can even give them a special discount for each shared photo of a product they want to purchase. If you show them how to do this with an example, such as on Instagram, they will be able to follow your lead. For example, “Aim Pokémon at the t-shirt seen in this store and post for a 10% discount today.”
7. For Snapchat, you can share with what they now call “Memories.” You can share snaps of catching Pokémon inside your business using the Memories feature and the camera roll.
8. Invite your customers to play. You may be the owner of a coffee shop and if you have an offer, especially during slow times of day, you may draw the right new customers back. Your social media channels provide the invitation to play or compete in a contest, and be sure to follow the rules that are required by the platform.
9. Create Pokémon Videos. Take short movies of your customers playing Pokémon Go in your area. One successful non-profit, an animal shelter, used video to capture people playing the game while walking their dog, and got featured on national news as extra benefit. So the shelter paired dogs that need walking with people who needed activity and that created human interest. The image below was seen on the Facebook page of the Muncie Animal Shelter, from Muncie Indiana.

Muncie animal shelter

Figure: Muncie Animal Shelter Facebook Page ad
10. Mobile accessories and online business ideas: If you are in the mobile data, accessories or similar industry, think of how you can empower your Pokémon Go players. For example, T-Mobile created business for themselves by offering unlimited data for Pokémon Go players. You could sell accessories for the game, too.

References:

[1] https://en.wikipedia.org/wiki/Niantic,_Inc. accessed August 4, 2016

[2] http://www.socialmediaexaminer.com/8-ways-to-use-Pokémon-go-for-business/

Posted by marybethmccabe in Marketing Tools, Mobile Marketing, Online Marketing
Chicago Art and Theatre, Shakespeare: Will and George Come to Life

Chicago Art and Theatre, Shakespeare: Will and George Come to Life

Case:  Chicago Art and Theatre, Shakespeare: Will and George Come to Life.

Will (Shakespeare) and George (Seurat) were alive and active in Chicago.

off the photo to real life

That got people talking in the Windy City. With only a $10,000 marketing budget, global ad firm Leo Burnett took on this project and won a Grand Prize and Best in Show Award from the Mobile Marketing Association. I lived in Chicago for ten years, and the Chicago Art Institute is one of my all time favorite places to visit. I spent an afternoon there on my last visit, and I so enjoyed it. Now here’s the rest of the story:

Public participation in the arts has been in decline since 1982, including performance of art and adult art education. Bucking that trend, mobile marketing creativity created sold out performances in the Midwest.

Combining an art museum and a theatre company in the same campaign was masterful and turned many a youthful head, and not just the 55+ market . The Art Institute of Chicago fans heads turned when they saw a “revised” version of their artwork on display. It was missing some key characters, who were live and in full costume, in the show.

Here’s what happened:

Ticket sales were declining for the play “Sunday in the Park with George,” and Chicagoans needed to be reminded about how art is transforming. Chicago’s Shakespeare Theatre (CST) was able to convince the Art Institute of Chicago to switch the original George Seurat painting, A Sunday Afternoon on the Island of La Grande Jatte, which originally inspired the play at CST, for a fake that removed many of the main characters in the painting. They people were missing from the painting at the Art Institute, which was shocking. Museum goers and media found out what was going on when they saw CST cast members in their full costumes from the painting come to life outside of the painting and singing in the museum. Then they all walked over to the theatre to join the show, actors and art lovers alike. What was going on? The “people” in the park from the painting went to and performed in the play at CST, thus drawing attention to the performance and even selling out the theatre, making the run extend an extra week.

The mobile marketing promotion was a text to win sweepstakes to get their own trip to La Grande Jatte in Paris. In addition, participants received a video of the performance at the Art Institute. The built in regular audience of those attending the Art Institute, the Number one attraction on Trip Advisor in Chicago, meant that many people attended already, and personal shares happened via social networks. After the video, viewers were invited to share with their social networks, too. Tickets to Sunday in the Park with George sold out quickly as the box office answered many mobile calls. The press received briefings, both local and national, and picked up on this quickly. The fake painting was later displayed at the Navy Pier in Chicago, part of an international art festival. More Chicagoans could now see the revised painting and share the story. More than eight million media impressions were gained from this event within 24 hours. Further, more than 17% of those who received the video via text were now opted in to receive future correspondence from CST, thus insuring a new database of theatre and arts champions. A theater that couldn’t fill seats had to extend the theatre event for another week. Art and theatre were seen in a totally new way, with mobile marketing.

Questions:

  1. Discuss the effectiveness of mobile marketing bringing art to life by combining it with theatre.
  2. What other mobile marketing channels would you suggest that a campaign like this could use in today’s mobile enabled device environment?
  3. Make a list of ways that you could you combine two different types of organizations in order to create mobile marketing programs.

Sources: “Shakespeare: Will and George Come to Life.” MMA Global http://www.mmaglobal.com/case-study-hub/case_studies/view/27197      accessed Dec 22, 2015.

https://www.youtube.com/watch?v=_v6dzfs3elA

http://www.caples.org/will-george-come-life

http://www.artic.edu/visit

http://www.tripadvisor.com/Attraction_Review-g35805-d103239-Reviews-Art_Institute_of_Chicago-Chicago_Illinois.html

https://www.arts.gov/sites/default/files/2008-SPPA-ArtsLearning.pdf

Posted by marybethmccabe in Mobile Marketing, News, Whitepaper
Tomorrow’s business leaders or a myth

Tomorrow’s business leaders or a myth

 

 

 

@jowyang

Tomorrow’s business leaders are native to smartphones, which give consumers and businesses alike the immediacy of information. The collaborative economy is underway, and some of the firms in this space have high valuations, as described by the chart here, created by Jeremiah Owyang. I saw Jeremiah in January, 2015 at the San Francisco offices of Google and he shared his vision of the collaborative economy, which was impressive. This chart shows that he has divided the firms into mythical characters, based on their “valuation” by investors and shareholders. Reality would tell us that there is no way all of these firms’ valuations are going to hold up; history will tell us the same. They are all on the list in order to show a snapshot of today’s businesses that have taken a front seat in the minds of the consumers, not producing a physical product, but a “service” that did not exist even five years ago. (Examples here include Uber, Airbnb and similar firms.)

Hold on to your hats. This is going to be a wild ride.

 

Posted by marybethmccabe in Marketing Tools, Mobile Marketing, News, Online Marketing
Mobile Marketing and Programmatic

Mobile Marketing and Programmatic

Authors Photo101

Richard Lowden from RTBIQ and I created this document to teach the MMA about Programmatic and help others understand. Here is our work, with photo from two MMA experts, Michael Becker and Paul Berney.
Programmatic 101

“One area nearly every marketer would seem to agree is a key area of focus going forward is programmatic advertising, i.e., the use of automated systems, software and data to buy advertising, digital and otherwise. Just look at eMarketer, which keeps raising its estimates for programmatic ad spending growth…The researcher’s latest study found that programmatic ads will jump 137.1% in 2014 (not a typo). That represents $10 billion in total spend, or 45%–nearly half–of the US digital display ad market. This is no fringe thing anymore: At least in digital media, the quants are taking over the way the business operates.”
Wall Street Journal, CMO Today 17 October 2014

We know that mobile delivers the audience at the right time at the right place and in the right context. How has the power of scale transformed the manner in which purchasing decisions are being made in today’s mobile marketplace and how you can become a participant in these automatic transactions?

How did we get here?

Let’s discuss the market changes. Instead of dealing with just a few vendors, today’s digital marketplace is full of thousands of sellers and it’s not possible to know each one of them. Digital ad networks make it easier for brands and all advertisers to buy and sell ads. Buyers are able to distribute marketing messages across many thousands of publishers with a handful of purchases and the networks were able to optimize to the individual campaign success metrics. The problems we found was there was no transparency of who the ad was actually reaching and how much was being paid for that ad.

Advertisers became increasingly agitated at the lack of transparency in placement, pricing and targeting. Ad Tech companies sought ways to alleviate advertisers’ concerns about transparency. Programmatic buying has helped mobile marketers buy the right audience in the right place at the right time.

Comparison to airline industry and stock market

Consider the airline industry and how you now book a trip. That same opportunity has been delivered to the mobile advertiser, where you can “Priceline” your ad dollars. You select the audience you want to reach and submit an electronic bid and wait for results.
Programmatic also resembles the stock market in that the exchanges are the places where the transactions occur. With those exchanges, there is more stability, transparency and oversight. Buyers and sellers get their transactions processed in a fraction of a second. Picture a human trader at the terminals of all the stock exchanges at one time, accessing NYSE, NASDAQ, and all stock exchanges. In the media business, the buyer has a chance to trade across multiple Demand Side Platforms (DSP’s), to access the whole market, buying audiences primed for purchase.

Understanding the process

For Real Time Bidding (RTB), the bid request gets presented by the publisher into an exchange, and specific information about that user is shared to help advertisers determine the value of that given impression. Information such as what site that person is on, what device they are using, where that person is located, etc. With pre-set values on different audience types having already been set by all participants in the auction, the buyer who ends up winning the bid can feel confident that they are paying the market rate and that they are getting what they actually paid for. An additional consideration of purchasing media this way is that advertisers can now buy audiences directly without having to use historical panel-based research (i.e., Marketing Research firms with secondary data) or to use site content as a method to determine the audience.

Here is an example, that describes how, by using RTB, you can better target your specific audience without waste. We know that females make up nearly half of the mobile video games viewing audience. If you wanted to target the male demographic and you purchased ads in mobile video games, you wasted half of your budget. With RTB, you can target just the males in a given content category, such as mobile video games.

Difference between Programmatic and RTB

“Programmatic simply means automated. A lot of people confuse it with buying ads through computer-run auctions — known as real-time bidding (RTB) — but that’s just one way to buy ads programmatically. At its core, programmatic buying is any ad buy that gets processed through machines.” (Ad Age, 2014) So, in essence, RTB is a subset of programmatic buying.

Real Time Bidding, a subset of Programmatic, has been created to help buyers target, place and price their ads better than before. We will describe all three kinds below. Here are ways you can buy programmatically today and benefits of each

RTB – scale, individual bid transparency, confidence in ad placement and pricing
Private exchange – confidence in ad placement
Programmatic guaranteed – confidence in ad placement and relative confidence in ad delivery

Before choosing a programmatic partner, you should consider some of the following questions:
What does transparency mean to you? Will we see bid level information? Targeting? Pricing? Actual CPM paid? Can we see this by exchange? What tools do you have to handle attribution? Fraud? Do you provide support for my buying team? If so, how much?

Addressing trust issues and fraud

What is occurring in programmatic is more transparent and traceable than ever before. And it is happening in a very rapid time frame. Trust within and among marketers and agencies is more available, and the tools to monitor that transaction are readily available from your vendor. If you feel that this is not accessible or transparent, consider asking for a testimonial from an independent source.

Best practices for marketers

1. Ask someone to explain their technology in a way that you will understand
2. Continuously hypothesize, test, correct, scale
3. Leverage your first party data

Summary:
Programmatic buying is the way that mobile marketers are scaling their digital messaging. With more accuracy, transparency and speed, transactions can be processed more efficiently and with better attribution support than previously.

Objective Answers to the Basic Question Brand Marketers Should Have About Programmatic in Mobile Advertising
1. Why should a marketer even care about the advertising exchange marketplace?
Brands need every possible leverage to be successful in today’s complex world. They need to be looking forward at future business opportunities, not just seeing the history. Programmatic buying/selling is becoming a reality for most national and many smaller brands, and it started with self-serve platforms like Google AdWords.

2. What is it?
In 16 words, “It is automated advertising by leveraging computers and technology allowing brands to target effectively and efficiently.”

3. How does the exchange bidding process work?
Here is the very basic answer since this is the 101. The brand/agency makes the bid on a CPM, a middlemen process the orders, and the publisher delivers the audience. Next, middlemen inform brand/agency what resulted.

4. Who are the players in the marketplace?
This is not a simple answer, exactly, but we will simplify. The brand/agency spends the money. The automation is processed by companies who specialize in getting you the best results at the lowest cost and they have many names, including DSP’s and trading desks. At the end of the supply chain is the content provider or publisher, who has the audience brands/agencies want to reach.

5. What can be bid on?
An advertiser can bid on demographic variables in their consumer profile, and a lot of other factors. for example, you can bid on registered voters in a certain zip code based on their political affiliation, if it is what you need. This could help focus your ad budget. With every bid request, the goal is for accurate, reliable and consistent results and reporting.

 

 

 

Posted by marybethmccabe in Marketing Tools, Mobile Marketing, Online Marketing
Are you Interactive enough?

Are you Interactive enough?

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What are you learning at Interactive Day?

Who has mastered the art and science of Interactive? Are we sufficiently digital? Do our objectives match our performance when it comes to making the grade? There are many questions we can ask ourselves, and much learning we still need to achieve. For those one thousand who will attend Interactive Day today, here’s my advice, go and conquer the day. Get there as early as possible and invest in yourself. There’s always something that you can improve in your skills and in your understanding. These photos are some shots from 2014. I’ll be making more memories in 2015, and hope to learn more each and every day.

Posted by marybethmccabe in Blog, Hispanic Marketing, Marketing Tools, Mobile Marketing, Online Marketing
Michael Duffy Sea Lion story….the rest of the story

Michael Duffy Sea Lion story….the rest of the story

Here is the story about a Sea Lion who jumped on a boat and stayed a while at the San Diego Yacht Club, who has been named “Gilligan.”
My friend and colleague, Michael Duffy, created a short video that went viral, and has a story to tell about Social Media, and has an example to share about this sea lion he named Gilligan, who slept with him on his sailboat.

Michael Duffy also wrote Award Winning San Diego Humane Society television campaigns.
Did you see this video?

He can tell stories about animals.
He wants to create genuine stories that he cares about, that are interesting, and then connect to what he does for a living.

Michael Duffy

The social media virality of the video was strong. Since May 10, 2015, the video has received more than 200,000 YouTube hits. If you want to check, you can click here.

We don’t have complete control over our Social Media channels anymore, but we do have more control than before.

The following is the Rest of the Interview with Michael Duffy, as he writes on May 26, 2015.

Editor: Tell me in your own words about your experience with social media and why you want to learn more.

Michael: I love to discover stories and tell them, both personally and professionally. I was fortunate enough to film a video that went viral, and I would love to have leveraged it more to increase the number of views and my business exposure.

Editor: Describe what you did when you saw the sea lion in your sailboat at the Yacht Club.

Michael: My first “impression” of the sea lion was waking up at 2:30 in the morning and hearing snoring and sneezing. I didn’t see any thing (or body) so I went back to bed. I was re-awoken at 6 in the morning to the same sounds, and in the daylight, saw the baby sea lion curled up on one of the bunks in my 41-foot sailboat “Elixir.” He very much startled and surprised me, but I felt relieved to connect the sound of the early morning with something. Although he was quite small, I maintained my distance, because sea lions can be dangerous. I grabbed my phone camera and started filming, and by that point, he had jumped from the bunk to the deck and was just staring at me, as if he didn’t want to leave. I noticed that it had an orange tag, which I assumed came from SeaWorld, which might have explained that the little pup was quite comfortable around me – it had been handled before. I softly and quietly coaxed him out of my boat, stopping and encouraging him with my voice every time he would stop and look back at me.

Editor: What happened when you posted the video?

Michael: I actually sent the video to a friend of mine who works for the San Diego Union-Tribune, Roger Showley. He interviewed me over the phone, wrote a story and posted it on YouTube. Within hours, I received requests for interviews from every local San Diego TV Station. I gave interviews throughout the day (it was Mother’s Day) and until 11:30 that night. Over the next few days, I received requests from the national affiliates of the news stations for permission to run my video, and gave several more phone interviews. Within 3 days, there were 50K hits on YouTube. There are now 170K. I also received offers of representation from several companies offering to monetize the video. Since I didn’t know much about this, I didn’t respond to them.

Editor: Was it something you would do again and if so, how would you do it differently?

Michael: It was a lot of fun, primarily for the experience itself, to have that type of rare interaction, and for it to go well – neither I nor the Sea Lion got hurt. I would love to do something like this again, and have more control of the distribution and ownership of the content I created. I would have liked to post it to the various channels myself, although I’m sure my decision to feed it through a well followed news man with substantial press following probably garnered more views, attention and impression than if I had individually posted it through my networks. In the future, I’d like to prepare my social networks for “The Next Big Story” I come across, as well as self promotional and creative content.

Editor: What did you learn about social media that was unexpected?

Michael: That fun and cute sells/travels. That it works to use Influencers to get the best possibility of spreading the story.

Michael’s Quotes…

“I woke up to the sounds of snoring and sneezing on my boat. I looked around, thinking it was a friend, but didn’t see anyone, so went back to bed.”
“You gotta go, you gotta go, buddy.”
“It’s amazing how many people who have seen/heard the story.”

Editor: What metrics did you get?

170K hits on YouTube. I haven’t specifically researched any others.

Editor: What else did you learn?

That you need to have the networks in place at all time.

Comments that were especially interesting..

-Newscasters asked me if I was waiting for the sea lion to return.
-Being in a social situation and having people ask me if, since I’m a sailor, I had heard of the story. And then their reaction when I tell them it was me.
-The compliments of the calm and respectful way I handled the situation.

Want to reach out to Michael directly? Here’s how:
Michael Duffy Creative
Branding/Copywriting
michaeldsandiego@gmail.com
www.mduffycreative.com
619.261.4246

Posted by marybethmccabe in Blog, Marketing Tools, Mobile Marketing, News, Online Marketing
Baseball, Hispanic Marketing and Acculturation

Baseball, Hispanic Marketing and Acculturation

Are you attending any little league games this spring or summer? Is that part of your cultural experience or not? We can talk about culture, language, attitudes and behaviors for a few minutes here. Baseball, or Little League, as shown here, is a family experience and commonplace in many cultures.
baseball gameLatinos in the U.S. are one of the most rapidly expanding customer segments with more than a trillion dollars in purchasing power and growing almost ten times faster than the rest of the population (US Census 2010). Latinos are expected to become one third of the people living in the U.S. around mid-century, and about half of the California residents by that date (Berkowitz, Bao & Allaway, 2005). Acculturation is the process of embracing the culture of a host nation while keeping the culture and values of the country of origin, and it has many intricacies since it depends on the personal attitude of the individual, how long they have lived in the host country, as well as the level of interaction at work and within the local community. If companies want to effectively engage the Latino ethnic group and make them loyal customers, they have to understand the various levels of acculturation, and consider using the adequate message that respects their culture and country of origin, as well as the suitable language (Spanish or English or both) to reach their goal.

Acculturation is a process of embracing the host’s country culture, including language, attitudes and behaviors. (Kim, Laroche & Joy, 1990). In other words, it is the integration of the individual’s culture with the one of the host country. Latinos come from a wide variety of countries, predominantly Mexico, Cuba and Puerto Rico, hence they bring those cultural values and merge them with those of the host country. Acculturation is a very complex process that is difficult to understand, and even more important, to use it to create more effective marketing programs is a challenge. Acculturation is different for each person based on their attitudes to embrace the local culture, but at the same time keep their own. Other factors include the education level and the stage in the life cycle. Isabel Valdés (2000) affirms that the process of acculturation takes places at all levels of the social interaction and further highlights the importance of understanding its dynamics and the way these individuals interact, communicate and work, for companies to successfully reach this segment. It is essential for a successful marketing campaign to be in tune with their culture at all message levels: symbolic, explicit, visual and subliminal. For this reason, advertisers who want to reach Latinos should consider the complete range of acculturation, and its ever changing dynamics. Furthermore, globalization has driven this process further based on new telecommunications technologies, (i.e., the Internet, wireless communications, satellite TV, mobile devices such as iPhone® and Android® based platforms) which accelerates getting ideas and attitudes for the person living in the host nation. Some say that these same platforms such as Facebook and Twitter also help immigrants to stay in touch with their family and friends in their country of origin, sort of a “reverse acculturation” process. We can tackle that discussion at a later time.
For now, let’s just enjoy the freedom to “Play Ball”!

Dr. Ramon Corona and Dr. Mary Beth McCabe, 2015

Posted by marybethmccabe in Blog, Hispanic Marketing, Marketing Tools, Mobile Marketing, Online Marketing