Mediaboss Marketing

UBS may have spent the last two years fine-tuning its content creation arm Unlimited with partners Vice and Vanity Fair, but it has admitted this was at the expense of good old-fashioned marketing prompting it to reallocate budgets into more direct channels.

The financial services company found itself investing "too much in content creation" and not enough into making sure people saw it, forcing it to slice 10% off the contracts with its editorial partners to pump into actually marketing the content it had spent so much to make.

Everybody believes the content they produce is going to change the world of everyone. They believe it is going to be groundbreaking, changing world initiatives," said Thierry Campet, global head of marketing communications at UBS Wealth Management, speaking at Mobile Marketing Summit yesterday (7 July).

"The truth is, we believed it as well, but if you don't push your content in the good old fashioned way - and thats not TV anymore but paid social media marketing - if you don't push it they won't see it. That was a huge learning for us - we really thought the content would sell on its own and it didn't."

Campet was brought into UBS in 2015to shake up the marketing output from simply pushing products to establishing brand affinity. He describes this job at a more than 150-year old brand as "a daily fight".

"It is difficult for a bank to stop talking about what it knows, especially when they have been doing it for 150 years. You have to tell them, they are not interested. Speak about what wakes them up in the morning, and it is not you," he said.

Enter Unlimited, the marketing boss' ploy to establish UBS as a brand with a purpose. But a key issue UBS faces is measuring the success of its marketing initiatives when it takes a minimum of two years to convert a consumer from one bank to another, ruling out immediate results.

With this in mind, Campet said he is trying to measure the success in "many ways", given he can't rely on traffic converting into customers as first planned. He confessed that Unlimited is for now acting solely as a form of brand advertising - a 30-second ad in the shape of a website - rather than something that actively drives business results.

I thought people would read Unlimited and go to UBS and sign up, he said. But Unlimited plays a little bit of a role of TV ad - I don't know how much traffic it will generate the day after, but my objective as a KPI is to make people come and then come back.

Right now my KPI is to have as much traffic as possible, then I will figure out how to get them to UBS, he adds.

Despite its mission to drive brand affinity, UBS branding in Unlimited is subtle. When Vice and Vanity Fair publish the funded content on their own platforms and social media channels, the signpost Powered By UBS is used, an admittedly discreet disclaimer because the purpose of Unlimited is to make the content of UBS known as opposed to the brand UBS, Campet said.

I believe people will engage with us through our content rather than through our name, he added. Campet hopes the more content people read, the more they associate that content with its wider purpose of the bank.

The more money you have the less interested you are in talking about money, Campet said. As a consequence we engaged too many times in conversations with potential prospects about money, where people are really interested in your purpose. Over the last few months we have realised it hugely revolved around three things: families, business, and purpose.

Unlimited was created with that in mind - how can you engage a conversation with very wealthy people without ever talking about finance, he added.

Purpose is the driver of Unlimiteds editorial agenda. It has two editorial lines; Does wealth make us rich anymore? and Is it a matter of time?. The notion of living past the age of 100 is no longer a pipe dream with the advancement of technology, but the second question asks whether there is point in having extra years if those years arent used to serve a purpose.

Can I build something that 300 years later will still be there and I will be remembered for? Campet said.

The marketing heads focus over the next two to three years lies in funneling an editorial strategy, having completely underestimated the impact of consistent editorial agenda.

We are a big bank, everyone loves to think that what is being produced is going to break the house. The truth is - no one piece will because it is coming from all over, he said. My objective is Having people from varying horizons to work together in their own way but following a thread which is common in all of them.

View original post here:
UBS cuts 10% of Vice and Vanity Fair content budget to push into social marketing, admitting it got the mix wrong - The Drum

Mondelez, the manufacturer of Oreos cookies, has made marketing mistakes at times. Like when it sent out single nickel-sized mini Oreos to households as samples. Even splitting the top and bottom wouldn't make them go far.

But the company is usually savvy, particularly when it comes to social marketing. It pulled off 40 million likes on for Oreos. And when its Honey Maid graham crackers brand used a same-sex couple with child in an ad and was buffeted with hate mail, Mondelez turned the entire thing into a viral win with a brilliant YouTube video.

So forgive me if I raise an eyebrow at the reports about how avocado Oreos might be the next flavor to show up in stores. There is something going on -- Mondelez is making itself beloved by consumers while trolling the press and getting attention for a big promotion that won't be over for another week.

Mondelez has been running a promotion called the #MyOreo Creation Contest. People submit flavor ideas and someone, whose idea is chosen, will walk away with $500,000. Sweet. Literally.

People have sent in all sorts of ideas, as you might expect. Apparently Mondelez made limited batches of some for the people who made the suggestions. The flavors include:

And, in addition, galaxy, unicorn, and ... avocado. Galloping green glob, the last one sounds terrible. (And I'm hoping no unicorns were hurt, either.) That led to people getting some of these and a few media outlets running headlines like Avocado Oreos Are A Thing Now, So If You'll Excuse Me I Have To Go Leave The Planet and Oreo Is Making Avocado, Unicorn, and Carrot Cake Fan-Requested Flavors.

Some in the media are either over-reacting, having fun, or both. But, not to worry, there is no way Mondelez is going to mass produce avocado Oreos, with or without corn chip-flavored cookies and a suggestion to dip in glasses of salsa. This seems like a smart way to get positive attention from customers who post about getting their suggested flavor, manage media coverage, and extend attention for the contest. Plus, the contest doesn't end until July 14.

Not to doubt how far some people will go, including eating avocado sandwiched between two Oreo cookies, like in the video below.

Overall a smart move -- the marketing twist, not necessarily this video. However, there is one place Mondelez may have messed up on the social front -- the domain oreos.com is owned by someone else and available for anyone who wants to pay enough. But, to put everyone's minds at ease, no one has avocadooreo.com. Yet. Sometimes you have to look toward the little things in life.

Read the original:
Oreos Pulls a Genius Social Media Move by Freaking People Out - Inc.com

July, more than most other months, is loaded with politically sensitive anniversaries that keep Communist Party of China (CPC) censors and security forces on their toes.

First comes the July 1 anniversary of Hong Kongs transfer from British to Chinese rule. Then there is July 5, marking the 2009 ethnic violence in the Xinjiang region that sparked an unprecedented crackdown on its mostly Muslim Uyghur population. The very next day, July 6, is the Dalai Lamas birthday, andJuly 9is the second anniversary of a sweeping repressive action against Chinas human rights lawyers.Finally there isJuly 20, the date in 1999 when the CPC banned the popular spiritual practice Falun Gong and began a massive and often violent campaign to eradicate it.

This year, the anniversaries overlap with other news stories that Beijing likely wants to quash, including an international uproar surrounding democracy activistLiu Xiaobos belated release on medical parole with terminal cancer, and a campaign by exiled tycoonGuo Wenguito publicize corruption allegations involving top Chinese leaders.

It is not surprising in these circumstances that the CPC hastightened information controls. But the party has not simply intensified its efforts in the short term. It has also gradually adapted its methods to a changing technological environment, one in which mobile phones, social media applications, and digital surveillance are critical features.

The result is a new level of intrusiveness and sophistication, as well as danger for populations that are already at risk of severe human rights violations.

Cutting off Access to Circumvention Tools

One of the escalating restrictions that may have the widest reach is a crackdown on virtual private networks (VPNs), which allow users to bypass official censorship. Several VPN applications have beendisabledor removed fromonline storessince July 1. In a June 22 message to customers,prominent VPN provider Greensaid that after receiving a notice from the higher authorities, it planned to cease operations on July 1, causing a ripple of conversations on social media about what circumvention tools could still be used. The latest initiative builds onincreasing official effortsto stop the dissemination of such tools, including some that the authorities had long tolerated.

The applications removal will have the secondary effect of cutting off software updates for users, leaving their devices more vulnerable to hacking. And while many use VPNs to access uncensored news or blocked social media sites like Facebook and Twitter, the tools are also used for security purposes, to protect businesses and activists from pervasive state surveillance.

Inspecting the Personal Communications of Minorities

Other recent controls have focused on ethnic and religious minorities. In Xinjiang, authorities in a district of the regional capitalUrumqiissued a notice on June 27 instructing all residents and business owners to submit their personal ID cards, cell phones, external drives, portable hard drives, notebook computers, and media storage cards to the local police post for registration and scanning byAugust 1. One district employee toldRadio Free Asiathat the campaign was taking place throughout the city. The goal is ostensibly to identify and purge any terrorist videos, but the action violates the privacy rights of Urumqis three million residents and exposes them to punishment for a host of other possible offenses, including those related to peaceful religious or political expression.

In Tibet, the instant-messaging application WeChat has become increasingly popular in recent years, as it has across China. But using it to communicate about the Dalai Lama or his birthday is difficult and dangerous. A test conducted in January by the Canada-based Citizen Lab found that the Tibetan spelling for Dalai Lama was automatically deleted in WeChat messages. Meanwhile, at leasttwo Tibetansare known to have been jailed for participating in a WeChat group commemorating the spiritual leaders 80th birthday in 2015. After a new spate of self-immolation protests took place in early 2017, Tibetans in Sichuan Province report that police aremonitoring communicationon the platform more closely and detaining those suspected of sharing information about self-immolations with overseas contacts.

New Tactics and New Targets

These developments reflect a broader trend identified in a recentFreedom House reporton religion in China. The study found that Chinese government tactics of religious control and persecution have been changing to incorporate new technologies and match the evolving communication habits of the public. Even in the absence of sensitive anniversaries, various modes of electronic surveillance have expanded dramatically at sites of worship and public spaces frequented by religious believers.

The CPCs information controls also appear to be spreading to traditionally less persecuted groups, like state-sanctioned churches and non-Uyghur residents of Xinjiang. Since March, authorities inZhejianghave reportedly been implementing a campaign to installsurveillance cameras in churches and possibly Buddhist temples, in some cases sparking altercations with police and violence against congregants. In Urumqi, the order to turn in digital devices forinspectionapplies to ethnic Han and Kazakh residents as well as Uyghurs, while localKazakhshave reported increased monitoring and some prosecutions related to expressions of their Muslim faith in recent months.

The Information Arms Race

The Chinese governments actions are partly a response to creative initiatives by minority activists to share their stories and perspectives in a heavily restrictive information environment.

It is a nonstop game of cat-and-mouse, journalist Nithin Coca wrote in a June 27articleabout Chinas high-tech war on Tibetan communication. As the Tibet movements digital-security abilities and training improve, the Chinese government implements more sophisticated hacking techniques.

Similarly, asFalun Gongpractitioners devise new means of disseminating information to debunk vilifying state propaganda and expose abuses they have suffered, security forces have adapted by increasing electronic surveillance and deploying geolocation technology to find and arrest them. Local authorities in places likeJiangsu provincehave also upgraded anti-Falun Gong propaganda efforts, deploying LED rolling screens, cartoons, microblogs, and QQ messaging including in schools last month to demonize Falun Gong and other banned religious groups.

A Vicious Circle

The result of the escalating controls is that there are even fewer avenues for persecuted groups and individuals to defend themselves, offer alternatives to the party line, or expose violence committed by officials. Meanwhile, other Chinese interested in knowing more about these and other censored topics find it increasingly difficult and risky to obtain information.

There is also a cost to the CPC. Such aggressive stability maintenance methods ultimately increase tensions with key populations, intensify resentment of the partys heavy-handed rule, and inspire anti-government activism and even violence, including among otherwise apolitical citizens.

From that perspective, while the CPCs efforts may successfully silence some critics this year, party leaders may face an even more daunting challenge next July.

Sarah Cook is a senior research analyst for East Asia at Freedom House, director of itsChina Media Bulletin,and author ofThe Battle for Chinas Spirit: Religious Revival, Repression, and Resistance under Xi Jinping.

See original here:
China's Newest Censorship Methods on Display - The Diplomat

CNN is still licking their wounds after a rather disastrous couple of weeks, where a shoddy Russia-Trump story led to three staffers resigning, a Project Veritas investigation exposed that the network's producers peddled the Russia story for ratings, and what came off as a wholly inappropriate veiled threat against an anonymous Reddit user who created a Trump WWE video, which the president tweeted before the Fourth of July Holiday. The video shows Trump beating up WWEs Vince McMahon, whose face has been superimposed with the CNN logo. The media went apoplectic as an attack against the press; it wasnt. This spurred the network's reporters to find the user and pretty much threaten to dox him if he continues to post things CNN doesnt like. Yet, before we get to that, lets revisit the Russia-Trump story that had to be retracted, along with The Intercepts Glenn Greenwald torching the media for their repeated trip ups in covering this story.

Three prominent CNN journalists resigned Monday night after the network was forced to retract and apologize for a story linking Trump ally Anthony Scaramucci to a Russian investment fund under congressional investigation. That article like so much Russia reporting from the U.S. media was based on a single anonymous source, and now, the network cannot vouch for the accuracy of its central claims.

[]

Several factors compound CNNs embarrassment here. To begin with, CNNs story was first debunked by an article in Sputnik News, which explained that the investment fund documented several factual inaccuracies in the report (including that the fund is not even part of the Russian bank, Vnesheconombank, that is under investigation), and by Breitbart, which cited numerous other factual inaccuracies.

And this episode follows an embarrassing correction CNN was forced to issue earlier this month when several of its highest-profile on-air personalities asserted based on anonymous sources that James Comey, in his congressional testimony, was going to deny Trumps claim that the FBI director assured him he was not the target of any investigation.

Greenwald then lays into other outlets for peddling shoddy stories, like the Russian hacking into the Vermont power grid, the piece about an anonymous group identifying sites that peddled disinformation stories planted by Russia, the server in Trump Tower thats used to communicate with a Russian bank, and the claim that Wikileaks Julian Assange and Vladimir Putin are best friendsall of which fell apart. Yet, the media wonders why conservatives are using them for punching bags; its because theyre on a witch-hunt against this president. Not only that, theyre sucking at it. It only gives the Trump administration more ammunition and more for his supporters to relish when he delivers an uppercut to the liberal news media, who for months could not contain their outrage that he beat her majesty, Hillary Rodham Clinton. He noted that no one is perfect, and that we all make mistakes. Townhall (and by Townhall, I mean myselfmea culpa) posted about the Vermont grid story, albeit a short blurb that really didnt go into a deep dive, but it was not correct and we added a correction. At the same time, were not in the same mold as other outlets concerning the Russian threat. To this day, there is zero evidence that Trump campaign officials colluded with the Russians to tilt the election.

What is most notable about these episodes is that they all go in the same direction: hyping and exaggerating the threat posed by the Kremlin. All media outlets will make mistakes; that is to be expected. But when all of the mistakes are devoted to the same rhetorical theme, and when they all end up advancing the same narrative goal, it seems clear that they are not the byproduct of mere garden-variety journalistic mistakes.

[]

The importance of this journalistic malfeasance when it comes to Russia, a nuclear-armed power, cannot be overstated. This is the story that has dominated U.S. politics for more than a year. Ratcheting up tensions between these two historically hostile powers is incredibly inflammatory and dangerous. All kinds of claims, no matter how little evidence there is to support them, have flooded U.S. political discourse and have been treated as proven fact.

And thats all independent of how journalistic recklessness fuels, and gives credence to, the Trump administrations campaign to discredit journalism generally.

That story was posted on June 27. It took less than a week for CNN to get another face full of buckshot when they decided to search for the Reddit user that created the video of Trump beating up CNN right before the Fourth of July holiday. The user is not someone to be defended aggressively. Hes admitted to posting racist and anti-Semitic material on the site. Hes apologized, but heres where things got controversial [emphasis mine]:

CNN is not publishing "HanA**holeSolo's" name because he is a private citizen who has issued an extensive statement of apology, showed his remorse by saying he has taken down all his offending posts, and because he said he is not going to repeat this ugly behavior on social media again. In addition, he said his statement could serve as an example to others not to do the same.

CNN reserves the right to publish his identity should any of that change.

And of course, Greenwald had a response:

There is something self-evidently creepy, bullying, and heavy-handed about a large news organization publicly announcing that it will expose someones identity if he ever again publishes content on the internet that the network deems inappropriate or objectionable. Whether it was CNNs intent or not, the article makes it appear as if CNN will be monitoring this citizens online writing, and will punish him with exposure if he writes something the network dislikes.

[]

Moreover, if this persons name is newsworthy on the ground that racists or others who post inflammatory content should be publicly exposed and vilified does it matter if he expressed what CNN executives regard as sufficient remorse? And if his name is not newsworthy, then why should CNN be threatening to reveal it in the event that he makes future utterances that the network dislikes?

If youre someone who believes that media corporations should expose the identity even of random, anonymous internet users who express anti-Semitic or racist views, then you should be prepared to identify the full list of views that merit similar treatment. Should anyone who supports Trump have their identity exposed? Those who oppose marriage equality? Those with views deemed sexist? Those who advocate communism? Are you comfortable with having corporate media executives decide which views merit public exposure?

Whatever else is true, CNN is a massive media corporation that is owned by an even larger corporation. It has virtually unlimited resources. We should cheer when those resources are brought to bear to investigate those who exercise great political and economic power. But when they are used to threaten and punish a random, obscure citizen who has criticized the network no matter how objectionable his views might be it resembles corporate bullying and creepy censorship more than actual journalism.

The point with all of this is that its not just conservative media that are complaining about CNN and others tripping up. Greenwald is no fan of Donald Trump, conservatives, or our intelligence community - specifically the CIA - but hes also known for keeping both sides honest. In February, he criticized the media for forgetting that the Obama administration was heavy handed with the press, especially when it came to whistleblowers. He also said what the Deep State is doing to the Trump White House by intentionally leaking highly sensitive information is a prescription for the destruction of democracy."

The Intercept is a site where leakers to come forward with information that exposes government corruption or malfeasance. Its the safe space for leakers, but its another thing to leak classified material in the hopes of hamstringing an administration from governing because youre upset about an election result. Earlier this year, he told Amy Goodman of the left wing Democracy Now that the actions of the Deep State are akin to a soft coup as well:

Even if youre somebody who believes that both the CIA and the deep state, on the one hand, and the Trump presidency, on the other, are extremely dangerous, as I do, theres a huge difference between the two, which is that Trump was democratically elected and is subject to democratic controls, as these courts just demonstrated and as the media is showing, as citizens are proving. But on the other hand, the CIA was elected by nobody. Theyre barely subject to democratic controls at all. And so, to urge that the CIA and the intelligence community empower itself to undermine the elected branches of government is insanity. That is a prescription for destroying democracy overnight in the name of saving it.

Vox Media, which isnt a right wing rag either, also were appalled by CNNs apparent threat are highly unethical:

A plain reading of CNNs article, however, contradicts what the network and Kaczynski are saying. If CNN really intended to withhold HanA**holeSolos information regardless of what he did, then why didnt the news organization say it was withholding his private information simply because hes a private citizen? Why did it go on to add all the conditions about his behavior? And why did it say it could release the private information with an explicit condition tied to his behavior?

Personally, if I reported this story, it would have been pretty straightforward: CNN is not publishing HanA**holeSolos name because he is a private citizen. Period. The rest of the information in that paragraph is unnecessary, because a media organization simply shouldnt release a private citizens personal information. He shouldnt have his private information threatened just because the president picked up one of his Reddit sh**posts, which he made with the expectation that he would be kept anonymous. (Though it is a truly bizarre turn of events that its even possible to write this sentence.)

In journalism, there is a clear line between public and private figures. Public figures are held to a higher standard since they represent not just themselves but their offices, their industries, and so on. But private figures are given a veil of privacy, since its not really in the public interest to get some random persons private information.

The month isnt over yet; CNN could step on the rake once more. Stay tuned.

Original post:
Glenn Greenwald: CNN Engaged In 'Corporate Bullying And Creepy Censorship' On Pro-Trump Reddit Story - Townhall

Earlier this week, conservative media watchdog Media Research Center published a post about right-wing radio host Mark Levins latest book and their claim that the establishment media is ignoring Levin despite the book being a runaway best-seller.

To make their case, they pointed to the manner in which Sen. Al Franken (D-MN) was treated when his last book was released, claiming that nobody called up Levin for an interview, effectively censoring him:

They will allow a discussion of public policy as long as it matches their worldview. Think Sen. Al Franken. He is no Mark Levin intellectually, but thats irrelevant. His book came out a few weeks ago and he was the progressives toast of the town, celebrated all over the news shows, public TV and radio, and the late-night comedy shows. The Washington Post and New York Times rolled out 1,300-word rave reviews.

But once again, Levin is being shunned by the thought police. Witness that though its a runaway best-seller, now seven days consecutively, the establishment media have censored him completely, with not a single interview granted.

Aside from the fact that Levin has made several appearances on Fox News over the past two weeks, including spots on Watters World and Fox & Friends over the weekend apparently the MRC doesnt count the highest-rated cable news network as part of the establishment it appears theres one media personality who is disputing the conservative watchdogs take.

In his newsletter last night, CNN senior media correspondent Brian Stelter pointed out that he saw the MRCs claims of censorship as an opening to get Levin to finally appear on his show Reliable Sources. According to Stelter, however, Levin wanted nothing to do with CNN or his program. Stelter wrote:

I saw this as an opportunity to re-up our months-old requests for Levin to come on Reliable Sources. Surely, since MRC says hes been censored, hed jump at any chance at a non-Fox interview? But when I emailed him the offer on Thursday, he replied, Are you kidding me? Buddy, Ive zero respect for CNN or you. Youre a propagandist.

So, is it really censorship when one man, who already has access to a large platform, refuses to appear on certain outlets because he feels they are propaganda? Doesnt seem like it.

[image via screengrab]

Follow Justin Baragona on Twitter: @justinbaragona

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Brian Stelter Rebuffs MRC 'Censorship' Claim By Revealing Mark ... - Mediaite