Video clips and summary from our American Marketing Association – Atlanta panel discussion about millennials in the workplace:
In the last 1-2 years we’ve seen a trend of complimenting brands who are “rocking” Snapchat and other relatively new one-to-one social messaging apps. (I prefer Allison Steele’s term: attention deficit content creation platforms.)
After 5-10 years of oversharing, narcissism, and selfie culture resulting in enough privacy backlashes, firings, and divorces, many users are crunching inwards toward more private communication. Brands automatically assuming they belong in this new crop of apps is a me-too mistake, the result of too much demand for rapid reaction.
Where is the data indicating that Taco Bell, McDonald’s, General Electric, Heineken, the New Orleans Saints, 16 Handles, etc. are successful on Snapchat?
Brands on Snapchat hope to reach Millennials (those born in roughly the early 1980s to the early 2000s). Targeting a demo whose childhoods were filled with every-loser-gets-a-trophy-for-showing-up has translated to brands showing up – without even keeping score – being considered winners.
You can’t measure engagement within Snapchat.
A snap can’t benefit from the interaction of a Like, retweet, favorite, or share. Brands get more buzz off the flowery Mashable campaign coverage written by AYSO trophy-saturated writers who continually fail to proofread (a symptom of “A for effort”? – this is too easy). I’ve personally seen brand impressions from articles lauding the “organic/intimate/forward-thinking/risk-taking” efforts of marketers and their agencies for experimentation with Snapchat, Vine, etc. worth more than any fleeting impact the disappearing content may have on consumers. Not only do the messages disappear, the attention span of their target user base is the shortest on the planet.
Resources devoted to Snapchat when your other social ducks are anemic makes good linkbait when we’re all tired of hearing about the reach woes of Facebook and ineffective YouTube pre-roll. Instead of fixing problems on platforms with better tracking, targeting, reach, and content longevity, it’s easier and more fun to make stop motion videos. Now, Snapchat’s 32.9% penetration among 18-34 year-olds should not be ignored. And if you want to reach 18-25 year-olds with exclusive content – things like limited time coupons, flash sales, and behind-the-scenes footage – I see the draw. But where is the yardstick?
Lastly, we all know what Snapchat is for. Do you really want a brand’s snap next to your sext? The proximity alone should cause a panic attack.
Andrew Cunningham at HUGE wrote a nice summary of considerations if you choose to market with Snapchat. I am not saying avoid it: I’m saying stop handing out trophies for showing up at try-outs.
It’s a mobile messaging app that allows users to share photos and videos that disappear after a short time once the recipient opens the message (after 1-10 seconds or 24 hours for Stories). As of July 2014, users were sending 700 million photo messages each day, up from 400 million in October 2013.
Travel and hospitality companies that don’t prioritize automation and mobility won’t be here in five years.
SeaWorld’s 7/15/14 app update incorporated a new mobile payments system. Now guests can use the app to pay for gifts, food, and Quick Queue access at the ride instead of paying in advance via desktop or at the front of the park.
But isn’t disconnecting important?
The Social Engagement Summit is the premier conference dedicated to highlighting the reasons and benefits companies should embrace proactive or reactive engagements on social media.
Discussion: Extending email marketing and marketing automation strategies into the social realm to create personalization at scale.
Updated follow-up to Part 1 about cereal games: Over the years I have tweeted and posted multiple complaints about the garbage in food that’s advertised as healthy. Part 1 originally linked to a Kellogg’s Cereal landing page encouraging activity (no longer available). Homepages for Froot Loops and Apple Jacks had pop-up messages urging kids to get outside and move around. The Frosted Flakes website was a big proponent of outdoor activity and sports participation:
You see the same messaging on tons of food products. Hypocrisy rules grocery shelves. This hackneyed pro-exercise/health stance and the call-outs about vitamins and whole grain on boxes is ridiculous at best and criminal at worst considering the processed ingredients, added and artificial sweeteners, and chemical preservatives that these nutritionally devoid “foods” contain. That cereal nutrition facts have a second column for the addition of dairy milk to make it a “complete breakfast” is a problem.
Breakfast health poser brands like Kellogg’s, General Mills, and Post tout nutrients and a healthy start to the day. Aside from government regulation (see FTC response to the Kellogg’s immunity claim), what would it take on a consumer level to make such brands replace their GMO ingredients, partially hydrogenated oils (see Cocoa Krispies ingredients), and modified corn starch with natural ingredients? You can find organic cereal brands like Lydia’s Organics, Farm to Table, Go Raw, etc. who do this, make better products, and still profit. Just not as much. And unfortunately that’s the deciding factor. But despite media exposés, documentaries and books galore about our food problems, the grocery landscape is wrought with more confusing, misleading messaging than ever.
Eat whatever you want. I’m not here on a granola crusade. Actually, I’m more interested in the larger question of selective consumer awareness and empowerment.
Society has spent decades scapegoating, punishing, and regulating the tobacco industry for its seductive marketing of addictive, cancer-causing products. How have agribusiness and food conglomerates escaped anywhere near the widespread, research-backed, trenchant criticism for the role they play in our nation’s health problems? In 2012, more than one-third of U.S. children and adolescents were overweight or obese (CDC). I barely scratched the surface talking about unhealthy cereal that is marketed as healthy. The convoluted mess that is FDA labeling regulation for terms like natural, organic, free range, etc. creates a false advertising field day.
There’s nothing automatically wrong with selling most unhealthy products as long as the consumer is fairly informed. Tobacco, alcohol, fast food, soda pop, hot dogs at baseball games, sugary bubblegum, you name it – we deserve the right to choose to indulge. But food brands and marketers need to take more responsibility when it comes to product positioning. The misinformation about what’s actually healthy is more expensive than consumers understand.
To wrap up:
Part 1: Good: a return to simplicity and creativity – kids cutting out cardboard shapes (see the Lucky Charms game).
Part 2: Bad: food brands that position themselves with health and physical activity but contain nefarious foodstuff (not food) ingredients while making claims about good nutrition.
What will force change? Maybe consumer awareness is already improving. Social helps. See Bettina Siegel’s petition on change.org which helped to remove pink slime (LFTB from Beef Products Inc.) from school lunches across the country.
Our apples are being jacked.