Archive for the ‘Social Marketing’ Category

Meat and masculinity: why some men just can’t stomach plant-based food – News – The University of Sydney

The emergence of this new industry is a clear response tourgent callsto change our currentfood systemsdue to the heavy environmental footprint of animals bred for meat, destruction of pristine habitat to create more fields, as well as animal welfare concerns. Our reliance on meat also affects our health, both on an individual andpopulation level. New alternatives to animal-sourced meat represent the start of the transition to more sustainable food choices.

Forcing people to abandon animal meat is a non-starter, given how strongly we react to perceived loss of freedoms. That means we need to go after the psychological reasons some men, in particular, have such a strong attachment to animal meat.

How can we do that? Social marketing would be a good start, given the successes of previous common-good campaigns around making tobacco use less popular, uptake of sunscreen and COVID vaccinations.

Our study shows any marketing messages to encourage men to take up plant-based alternatives will need to be tailored very carefully. These could include:

Even with reluctant or avoidant eaters, the plant-based sector is still expected to grow strongly, adding$3 billion to the Australian economyby 2030.

Just imagine if we could bring everyone along even self-described carnivores.

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Meat and masculinity: why some men just can't stomach plant-based food - News - The University of Sydney

Buffer | Social Media Marketing

Before you dive right in and publish something on social media, lets take a step back and look at the bigger picture. The first step is to think about your social media strategy.

What are your goals? How can social media help you achieve your business goals? Some businesses use social media for increasing their brand awareness, others use it for driving website traffic and sales. Social media can also help you generate engagement around your brand, create a community, and serve as a customer support channel for your customers.

Which social media platforms do you want to focus on? The major social media platforms, mentioned above, are Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat. There are also smaller and up-and-coming platforms, such as Tumblr, Tik Tok, and Anchor, and social messaging platforms, such as Messenger, WhatsApp, and WeChat. When starting out, its better to pick a few platforms that you think your target audience is on than to be on all platforms.

What type of content do you want to share? What type of content will attract your target audience best? Is it images, videos, or links? Is it educational or entertaining content? A good place to start is to create a marketing persona, which will help you answer these questions. And this doesnt have to be fixed forever; you can always change your strategy according to how your social media posts perform.

To help you create a great social media strategy, here are our long-form, step-by-step guides on creating a social media strategy and social media marketing plan.

Fortune Magazine uses social media to grow its brand.

"The main objective we have is to grow our brand. Social is a place where we can own our brand and promote it. We pay a lot of attention to Twitter, Facebook, LinkedIn, and Google+ to promote our content and to break news, basically to get our stuff out there."

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Buffer | Social Media Marketing

Social Media Marketing Freelancers For Hire Online | Fiverr

Hashtags are essential to describe your content as well as to boost the organic reach of your social media campaign. Hashtag use varies according to the social media site. For Facebook, use no more than one hashtag. On Twitter, two hashtags are best for engagement. On Instagram, use a minimum of 9 and up to 30. Not sure which hashtags to use? Hire a social media expert to find the most effective hashtags for your social media platform so your content can get found.

The best types of content for each social media channel depends on the platform. Most social media sites allow you to share multiple types of social media content, including blog posts, images, animated GIFs, videos, and more. The research shows that images do well on Facebook, as well as on Instagram and Pinterest. Video content is also very popular. The best is to align your social media strategy with your content marketing to make sure you share the type of content your audience really likes.

Consistency is one of the keys to social media marketing strategy success, so use the same profile picture and cover image across all social networks, resizing according to the sites requirements. This helps boost your online marketing efforts by building a strong social media presence as well as to place you as a thought leader within your niche. Use your social media profile as an elevator pitch for your company. If appropriate, use hashtags related to your business to help people find you. You can also include a link to your website or a resource youre promoting as a call to action.

The research shows that most people trust recommendations from social influencers, friends, and family much more than a companys advertising and promotion. Thats why influencer marketing is such a powerful way to raise awareness of your products and services, and it should be integrated within your social media marketing plan. Of course, its important to find the right influencers to help promote your business. To do this, hire an influencer marketing expert to match you with influencers who are respected by the target audience you want to reach.

To successfully grow a social media following, you must make sure to have your social media profile set up right. This means getting a professional photo and cover image that relates to your business. Share content regularly but dont be too promotional: around 80% of what you share on a social media channel should come from other people. Most importantly, be social, and don't rely too much on automation. A good idea is to have in place a social customer service providing fast and efficient costumer support to your followers.

Social networking isnt a numbers game, so it's not about being active on a "magic number" of social media sites. It's more important to be active on the right social channels. Those are the ones where your target audience is most active. With 2 billion users across a wide age range, Facebook is a must for most people. To choose other platforms, hire a social media marketing expert to research your market and find out where else your audience hangs out online.

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Social Media Marketing Freelancers For Hire Online | Fiverr

What West Elm Caleb revealed about brands’ desire to go viral – Morning Brew

When the short film for the 10-minute version of Taylor Swifts All Too Well (Taylors Version) came out in November, the unreleased dating app Keepler posted a TikTok of a billboard that read: Call it what it was, Jake, referencing the songs lyrics and the man of the hour, Jake Gyllenhaal.

The caption claimed that the company used its entire advertising budget to make the billboard, which a user called a waste of money. In response, Keepler posted a TikTok of another billboard. Sarabeth Perry, Keeplers product market manager, took to Twitter to laugh at the fact that her marketing team of two had gotten a little too good at Photoshop.

We had a lot of people ask, Oh, what are the cross streets? I want to go take a picture, Perry told Marketing Brew. She said making the billboard look as real as possible helped it go viral: Its almost meta in a way, she said. And it increases engagement because people are staring at it loop after loop, like, Is this real? Is it not? Im not sure.

The first video has 1.2 million likes and 6.3 million viewsand the whole saga boosted brand awareness for the app. So in January, when a bunch of 20-something New York women began posting TikToks about dating the same man, dubbed West Elm Caleb, Keeplers two-person marketing team fired up their laptops.

Red flags: 64, mustache, furniture designer, reads its latest billboard, a clear reference to Caleb. We were talking at 10pm at night, and it was right as it was happening, so it felt like an okay time to post, Perry said. If it were three days later, I wouldnt have done it.

By then, the story had shifted from women swapping stories to a cautionary tale about doxxing and internet privacy. Brands were advised to avoid it entirely. But those who had already posted were stuckso what can social media managers learn from the experience?

To post or not to post, that is the question

As a social media manager, the job often requires replying quicklyand with humorto capitalize on a viral opportunity. In addition to Keepler, the Empire State Building, Hellmanns, City Furniture, Truly Hard Seltzer, and Peacock were among the brands that jumped on the West Elm Caleb moment.

Lauren Murphy, associate strategy director of social at Deutsch LA, who helps manage Taco Bells social accounts, told Marketing Brew that her team has a group chat where they discuss every trending item and whether they want to get involved. In this instance, she said, they decided to hold back.

I think like some of us on the team have seen what has happened to brands over the last decade or so, jumping in on moments they shouldnt and well often be like, Hold on, lets think about this, Murphy said.

Some brands that initially got involved, like Ruggable and Natural Cycles, have since deleted their TikTok video and tweet, respectively. Neither responded to requests for comment, but brand posts on the situation were not well-received by everyone on the internet.

According to Murphy, assessing if or how a brand should post about something viral requires looking at the context of the situation: whos going to be impacted by the post (given brand reach), as well as who the post is trying to appeal to, and why. One mistake Murphy said shes seen brands make is trying to appeal to the whole internet rather than a target audience.

A good way to gauge [whether to get involved] is standing by your brand, Murphy said. Yes, this is a viral moment. But does this fit within our brand strategy? Does this fit within our tone of voice? And if it does, what is the reaction coming out of this? Have you thought of it from all angles?

Camille Lieurance, social strategy director at adam&eveDDB, echoed that sentiment: We have to think critically about the long-term effects of jumping on a reactionary moment, she told Marketing Brew. And then does this moment help us achieve specific business objectives?

In the case of Keepler, Lieurance said she thought their billboard referencing West Elm Caleb was really brilliant. I love it when brands do something thats topical, or alludes to something, but they didnt actually use the guys name. She said it also helped that this was a dating app commenting on a dating story, giving it a clear connection.

Post-post reflection

Perry said that when Keepler posted its West Elm Caleb billboard, the conversation was about dating behaviors more than the behavior of a specific person. I think in the future, we would love to, when there are opportunities for virality, make it a solely positive experience, she said. Putting a funny song in the background and tapping light fun at something, I think for this one was okay, and I think well just have to see where things go.

As for whether the billboard trend will continue, Perry said three might be the max. Weve been having some conversations and, you know, one time? Great. Second time? Haha. Third time, is it still funny? Were not sure. She said the brand plans to continue experimenting and trying new things as it prepares to go live in June.

For other brands reflecting on West Elm Caleb, Murphy said it will always be a risk to do anything online, but the key is learning which things are worth taking a risk for. You can still hop on viral moments, just not every viral moment. Not every meme is for you. Not every tweet format is for you. Not every trending audio is for you.

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What West Elm Caleb revealed about brands' desire to go viral - Morning Brew

Deputy Director, Marketing job with UNIVERSITY COLLEGE BIRMINGHAM | 280034 – Times Higher Education (THE)

Salary:43,434 - 50,296Contract Type:Full-time, permanentClosing Date:14-02-2022 12 MiddaySupport/Academic/Management:Support

This is an exciting opportunity to take the next step in a marketing career. Youll bemanaging the day to day operations of the UCB marketing teams, including: digital, social and print marketing; student recruitment and outreach; and communications. Youll lead on creative and engaging marketing campaigns to attract new audiences to UCB, and oversee activities to convert student interest into enrolments.

This is an exciting time to join UCB. Youll have the opportunity to contribute to our marketing and recruitment strategy as we increase our course portfolio, having a significant impact across the institution. Youll be working with a committed team of marketing, admissions and recruitment professionals. Youll work closely with colleagues in the international team, and with academic staff across the university.

UCB is an ambitious and fast-moving institution with a long history, and a fantastic reputation for vocationally-focused education. Were proud of our incredibly diverse student body, and of our unique blend of FE and HE provision. Were looking for someone who can make the most of our existing reputation, and the opportunities that our new partnership with the University of Warwick, and our new course developments, provide for promoting what we offer to our audiences.

Were open to people with a wide range of experience for this role. Most importantly, youll be creative, innovative, and passionate about the value of education. An up to date knowledge of digital and social marketing techniques, and a track record of leading others in putting them into practice will help you to do the job well. Experience of working in education, and an understanding of the HE recruitment cycles would be helpful, but its not essential.

How to apply:

Please provide a detailed CV and covering letter torecruitment@ucb.ac.uk

Closing Date: Monday 14 February 2022 at midday.

Benefits:

Standard information:

UCB is an equal opportunities employer.

All applicants for employment at the University will be expected to demonstrate an understanding of the principles of Safeguarding and the PREVENT agenda in the context of further and higher education.

Click here for job description and person specification

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Deputy Director, Marketing job with UNIVERSITY COLLEGE BIRMINGHAM | 280034 - Times Higher Education (THE)