Textappeal | global social media

archive,tag,tag-global-social-media,tag-247,ajax_fade,page_not_loaded,,qode-theme-ver-3.1,wpb-js-composer js-comp-ver-4.11.1,vc_responsive

global social media Tag

11 May

steph hamill quote masters mavericks global marketing, advertising translation,

The Current Role Of Women In The Advertising Industry w/ Steph Hamill

Textappeal | News

Steph Hamill, both a master and a maverick in advertising, is an influential creative who has experience with some of the leading agencies in the industry. She has worked as a producer and as a digital and social media consultant, as well as an interactive and experiential creative, with companies such as Turner, McCann London and Razorfish. Steph is currently the Creative Director at Havas helia and a guest lecturer at Central Saint Martins, a public tertiary art school in London.

In a recent top-trending , Creative Director Steph Hamill criticised the woeful ratio of men to women in the industry, saying that “traditional agencies are about as diverse as the House of Commons”. Central to her piece was the idea that if agencies want to see different and more effective results from their work, they must change their methods. In other words, diversify.

Steph joined our own Elliot Polak and the Newsroom team for a wide-ranging discussion on creativity in the workplace, the wells from which we draw our ideas and, most importantly, the current role of women in the advertising industry, both in campaigns and behind the scenes.

With 85 percent of women making key purchasing decisions in the average household, you would think that the creative forces driving such campaigns would reflect that ratio. Not so explained Steph, who said that, globally, women make up only 8 percent of the creatives in advertising, with only slightly higher numbers in larger metropolises like London. Though she has personally witnessed a positive trend toward diversification in the advertising industry, there are still hurdles to overcome such as the contrasting labels used to define strong men and women. “When have you ever heard a man, as opposed to a woman, be described as ‘bossy’?”

Steph also touched on the power of empathy when brainstorming creative ideas: “In terms of senses, people feel the same and we see the same. I’m quite an emotive person, and a lot of coming up with creative ideas is empathy. Both sensorial and emotional impact play a huge role in developing ideas.”

What advice does she offer aspiring creatives and what is her personal mantra for success? To find out, listen to our latest Masters & Mavericks podcast hosted by Elliot Polak.

Follow Masters & Mavericks on Soundcloud and ITunes!

Did you miss out on the beginning of Masters & Mavericks? Not to worry. Check out our inaugural podcast with Pernod Ricard’s Åsa Caap on intrapreneurship and follow it up by listening to Social Talent founder and CEO Jason Barrett discuss influencer marketing.

03 September

How Air France Took The Little Prince To The Skies

Textappeal | CultureShocks Blog

Lie-flat business class seats. First class compartments with en-suite showers. Gourmet meals. Bottomless champagne. Most airlines know that business travelers are essential to their bottom line. Therefore, most brands make smart investments in cabin comfort in order to stay competitive. But is it smarter to also reach out to a wider section of customers, even those who rarely (if ever) pay for a seat? Since airlines usually operate under thin profit margins, marketing teams must think creatively. Appealing to the culture of a particular customer through savvy social media engagement is one way to promote a brand.

Take Air France as an example. In a whimsical campaign earlier this summer, Air France reached out to its youngest flyers so they could help the airline promote a new partnership. The French flag carrier asked kids to draw pictures on a theme devised to celebrate the release of Mark Osborne’s film The Little Prince—a story based on the 1943 novella of the same name by the famous French writer and aviator Antoine de Saint-Exupéry.

The theme titled, “draw me The Little Prince and an airplane,” let children submit their artwork to Air France in exchange for the chance to win prizes. The airline then promoted its new cadre of young artists by posting their artwork in response to customer questions on the Air France Twitter account.

Plus de 250 dessins “Dessine-moi Le Petit Prince et un avion” à découvrir sur Pinterest ! #LePetitPrince #AirFrance https://t.co/Cg7Ysh7g7h

— Air France FR (@AirFranceFR) July 30, 2015

Other ways Air France sought social engagement included reaching out to film buffs by allowing them to submit scripts in honor of the Cannes Film Festival. Early this month, Instagrammers who post pictures with the hashtags #IamOnAir and #AirFrance can win a chance to take control of the Air France Instagram account in celebration of summer travel.

Aside from meeting the expectations of the partnership between the film’s marketing team and its own brand, Air France managed to pull a kind-of social media trifecta: content generation, customer engagement as well as cultural awareness and reinforcement.

In spite of the ultra-modern aircraft that whisk passengers from one side of the globe to the other, flying these days, sadly, seems more of a chore than the travel adventure it used to be, where taking a flight was once a classic cultural experience. But technology can help alleviate some of that apathy by democratizing business and allowing the consumer to drive the brand, especially if a campaign taps into a person’s pathos, or emotional appeal.

By initiating campaigns like its drawing contest for the The Little Prince, Air France shows that it doesn’t see social media as an incomprehensible monolith, like many large corporations often do with embarrassing frequency. Instead, it’s a demonstration of customer engagement through a unique and creative angle, giving consumers the chance to connect the brand through a shared cultural experience.

For cross-cultural and global social media solutions please get in touch with sergio.arboledas@textappeal.com

12 June

Cannes Lions Festival 2015: 21st – 27th June How To Translate Global Brands to Local Social Media

Textappeal | News

Textappeal will be holding its annual Advisory Board Breakfast at the Cannes Lions Festival this month.

This year will play host to Marketing Directors from the Top 100 global brands. Past participants include leaders from Coca-Cola, Diageo, P&G, Huffington Post, Facebook and Google.

The topic of the event will be ‘How To Translate Global Brands to Local Social Media’, where the keynote speaker will present current issues many brands are facing in today’s digital climate, and – with like-minded peers around the table – share insights to overcome such challenges.

The Advisory Board Breakfast will be held on Tuesday 23rd June, by invitation only. Enquire here if you are interested in registering.

The Founder & Director of Textappeal, Elliot Polak, has been a frequent speaker at major industry events, including Cannes, for seven consecutive years. He also regularly contributes to industry publications such as The Internationalist and AdMap.

19 March

World’s Largest Advertiser Changes Business Model. Why?

Textappeal | CultureShocks Blog

Secret deodorant’s “Like A Girl” video was watched 85 million times around the world. Is this just a strike of social media luck for Procter & Gamble – the world’s largest advertiser with a spend of $8.6 billion for 300 brands? Or is it part of a new global strategy, led from the top down?

In an interview with Forbes, Marc Pritchard, Procter & Gamble’s Global Brand Officer, shared with contributor Avi Dan why the company has decided to make a quick, massive shift to a “digital first” business model.

Here are 7 highlights.

“It’s because of work like that (Like A Girl) I am so bullish on the future of marketing and the tremendous value it creates. It’s a different mindset (…). Take a brilliant brand idea and express it across the vast array of media, to paint a masterpiece that connects with consumers and builds sales and profits.”
“For shareholders, (digital technology) provides above-average returns on our investment. This is why P&G is quickly shifting to a digital-first approach to building brands.”
“The media created by digital technology is where consumers are spending their time. Around the world, up to half of people’s media viewing time is spent on digital, with about a third of that on mobile.”
“The use of digital technology for creativity is at an inflection point, one of the most important moments we have ever seen in the history of advertising.”
“We have the capacity to reach people in more ways than we ever dreamed possible, and make brands a presence in people’s lives throughout their days.”
“When you enter the digital world and social media, consumers can quickly sniff out when you are not authentic.”
“I (tell) our people to look beyond the obsession of technology and turn our attention to what really matters – the consumer experience.”

Read the full article here.

For a conversation about how Textappeal Global Social Media Solutions can help your brand, email Sergio at sergio.arboledas@textappeal.com

17 March

3 Marketing Tips To Snack On A Global “Fracas”

Textappeal | CultureShocks Blog

Riding the media wave of “bad boy” TV presenter Jeremy Clarkson’s suspension by the BBC – due to his alleged punching of a producer who served the wrong food after a long day of on-site shooting, referred to as a “fracas” by the broadcaster – Mars promptly sent him a box of 48 Snickers with the slogan “YOU’RE NOT YOU WHEN YOU’RE HUNGRY”.

With a single light-hearted gesture and tweet, Mars taps into the popularity of a show had a weekly audience of 350 million people in 70 countries, and an online petition of over 800,000 followers.

Brands looking to successfully pull off such a stunt need to follow 3 simple rules:

Be prepared for the unexpected, to leverage relevant events around the world as they happen.
Stay 100% consistent with your brand values, tone and message.
Have deep understanding of local culture, to join the conversation at the with the right twist at the right time.

For the full story, read here.

For a conversation about how Textappeal Global Social Media Solutions can help your brand, email Sergio at sergio.arboledas@textappeal.com

11 March

Need to Communicate with a Global Audience? There’s an Emoji for That.

Textappeal | CultureShocks Blog

If you’re still using traditional emoticons in your texts or messaging, like this 🙂 or this 🙁 or even this :P, then you may want to think about upgrading your game. Emojis have taken smartphone users by storm and are the new language in global social media. Consumer brands are now eyeing ways to tap into this unique communication tool for cross-marketing purposes.

Originally developed by Japanese mobile operators, emojis – literally meaning ‘picture’ (e) and ‘character’ (moji) – have been rapidly adopted into iOS and Android platforms, giving smartphone users the ability to vividly express themselves. Because emotions don’t always come across in text messages, emojis allow people to insert a range of different feelings, from happiness or anger to sarcasm or inside jokes.

Emojis aren’t just limited to cute faces. Emojis for food, drink, vehicles, animals, and nature can convey a range of different meanings. Brands have adopted this red-hot trend in order to tap into the coveted Millennial market, who researchers say prefer communicating through pictures rather than words. The popularity of emojis goes even beyond Millennials. According to an infographic in Adweek, over 92 per cent of the global social media population of any age uses them at any given time.

So how can a company effectively use emojis in its messaging? Several high profile brands have taken up this social media challenge. Twitter seems to have been on the leading edge of cashing in on custom emoji when it created Coke bottles that appeared alongside a user’s message when he or she included the hashtag #shareacoke. The microblogging site also experimented with custom branding by partnering with Star Wars in anticipation of the franchise’s newest release, The Force Awakens. Even the Pope got his own set during his visit to the United States.

One question for brands to consider is if there are any pitfalls to avoid when using emojis in messaging? Hootsuite, a Twitter management client, offered a list of ‘do’s and don’ts’ to consider when using emojis, including using them for cryptic or serious messages (they are, by default, supposed to be lighthearted). Another consideration is whether emojis even work for your brand? What works for Burger King may not translate as well to IKEA’s audience.

There’s one last reason for why emojis are so popular at this moment. Even though they were developed in Japan, emojis cross both cultural and language barriers. Instead of speaking to an audience only in English, German or Chinese, emojis are a kind of multilingual social media. For consumers, emojis are a tool that can help a person communicate universally, while adding creativity and emotion to a message. For brands, emojis ease problems with message, and offer a solution to unique social media challenges.

global social media Tag

RECENT BLOG POSTS

CONTACT US

NEWSLETTER SIGNUP