In Your Words 5: So many blogs, so little time

I must admit that I have never been one to spend a lot of time reading blogs. One of my not so amazing qualities is that I have the attention span of a toddler so I dont spend much time reading blogs or anything on the web to be honest. I have been trying to get better about exploring the internet since I started school again but…I’m a work in progress.

After browsing the internet for a few hours I came across a few blogs that I was really digging!  The first one that I stumbled across and I have read it occasionally before hand was the Perez Hilton blog. The blog is a professional written by Perez Hilton (more like ghost writers but Perez gets the street cred). The blog is an celebrity entertainment blog with satirical undertones. The blog is no stranger to drama and controversy as Perez in infamous for offending a slew of celebrities to include Lady Gaga and Britney Spears.

Perez Hilton

The blog is unique to most entertainment blogs because the content is no nonsense and very opinion based with very bias headlines. I find it enjoyable because its not the run of the mill same stuff you find on every other website. Perez doodles on his tabloid pictures (some times inappropriately) but it part of what makes the blog very interesting.

Perez Hilton is a brand. He has marketed himself as a outspoken, extremely bias journalist. He is loud and proud. Perez is a huge activist for the LGBT group and thinks everyone who is gay should be out an proud. He has caught some heat in the past for having a hand in outing celebrities before they may have been ready but that goes back to just Perez being Perez.

Perez Hilton uses his social media channels to direct users to his website but he also posts every post that is on his website on his twitter feed.  As a seasoned blogger his blog seems to have everything that was discussed in this weeks lecture. He has social media buttons on every single post and a sign up for his weekly recap news letter.

The Perez Hilton blog is host to numerous ads but they are seemingly all cookie generated as they are very specific to me. I dont see any banner ads at all which is something that I believe an blogger of the Perez Hilton caliber should have so that would be my suggestion, that and I think the set up is a little busy so if the blog could be cleaned up a little and slightly less busy I think at first glance the blog would look a lot better.

 

The next blog I stumbled across was this exciting beauty blog. It looks like a semi professional blog with one writer named Karen. The blog focuses on make and beauty tips with lots of give aways.  I looked at a few makeup blogs before I choose this one and I choose it basically because it was clean and organized compared to a few other ones that I stumbled across.

The blog show cases various makeup brands but it is clear that the author might be in cahoots with some specific brands. I saw a few sephora gift car give aways and there seemed to be a heavy emphasis on brands like NARS and MAC Cosmetics because I see specific links for those brands and more generic categories for everything else. so I can only assume that she gets free swag or is paid to review the products (which I think is so amazing)

Beauty Blog MAC and NARS

Her reviews are real and honest which is think is amazing because all too often when I am watching videos and I am told that v-loggers get free swag in order to review, I find the reviews to sometimes be bias. Here are some facts about the blog taken right from her blog page:

  • There have been more than 45 million visits since 2007
  • More than 85 million pageviews
  • More than 10,000 posts
  • I’ve blogged more than 5 million words (a typical novel runs 60,000-100,000 words)
  • I published my first post on Feb. 20, 2007
  • More than 100,000 pictures
  • Visits from 227 countries/territories, with the top 10 traffic sources being the United States, Canada, The United Kingdom, Australia, Germany, Singapore, Brazil, Italy, France and the Philippines (in that order)
  • Coverage of more than 120 different makeup and beauty brands
  • Typed the word “Tabs” more than 12,400 times
  • Number of hours spent blogging: about 19,480 (give or take)

(courtesy of makeupandbeautyblog.com)

So given those numbers above…its clearly successful.

SEO is great with this blog. When I conducted a search for makeup blogs this was the first one that appeared in my Google search.  On her blog Karen talks about working with two different companies to display banner ads and sponsored ad opportunities. 

This blog is absolutely amazing and I was just reading it for research but I ended up subscribing!

The last blog I choose to look at is the Scary Mommy Blog. The Scary Mommy Blog is a professional blog that accepts submissions and if your submission gets chosen you will get paid 100 dollars for each submission that makes it to the blog.

This blog show cases all things mom life. Moms of many kids, moms of one kid, love, sex marriage as a mom, kids with disabilities, kids with food allergies and the blog showcases posts about kids from newborns up to college years. I think the amount of content on the blog is truly amazing.

Scary Mommy

The blogs show cases mommy hood from all different aspects so there is something from anyone. This blog is a place where moms can go if they are struggling or unsure and there is a message for anyone and moms will know they they are not alone in the struggle of motherhood.  The messages boards have thousands of posts and comments which shows that people are definitely making their way to the blog. When I did a search for mommy blogs the Scary Mommy was second on my google search and when I looked into their advertising I found that they work with an agency that takes care of it all but look at the stats below! Clearly the scary mommy is the place to advertise!

Advertisting

The blog was bought in February 2015 by Some Spider, LLC which shows how wildly successful the blog really is. When discussing blogs with some of my friends I was surprised that I was really the only the one who hadn’t heard of the blog.

All three blogs were interesting to dissect and I can honestly say there is some blog reading in my future!

 

MMC 5006: Urban Decay; the website

The Urban Decay website is loaded with content! Its colorful and flashy and everything a girl could ask for.

The first time you long into urbandecay.com you will see a pull marketing  pop-up asking you to sign up for emails.  Those emails push out the latest product information, coupons and exclusive offers. Urban Decay Website Welcome.JPG

Upon entering your email you get the opportunity to see the home page of the website and see where you want to go from there. The bottom of the website features sharing buttons for every social media platform that the company uses allowing users to follow the brand on whatever their platform of choice is. You also again have the opportunity to sign up for that newsletter that they wanted you to sign up for earlier.

Social Media

Urban Decay has mastered the use of push marketing. Take a look at this article about how they used a coffee cart food truck during NY Fashion Week 2015. Its pretty neat!. They also have billboards around large cities the coolest part is how easy the brand is to recognize with their streamlined look across all their websites and their social media platforms.

urban decay mud truck.jpgUrban decay Billboard

The brand seems to have a handle on the pull marketing side of things as well. The brand holds launch parties for new releases on hyped up products. In fact, this is how I discovered the brand. I was at a local department store here in England and browsing the various makeup counters. While I was at the Urban Decay counter I was going back and forth as to buy an eye shadow pallet but I explained to the makeup artist that worked there that I was unsure and unfamiliar to the brand and she invited me to a launch party to for the newest pallet that was coming out the following week. She went on to explain to me that the party would have food, swag bags, prizes, make up demos, and mini makeovers so I could really explore the brand and see if the brand was right for me. I went to the party and I was sold. It was so much fun and I really got to explore the brand and I have been obsessed ever since.

Launch Party.JPG

Another thing the brand offers that is a pull marketing strategy is UD Reloaded. Some of the products you can buy come with the option to have an auto replenish shipped right to you and you as the consumer chooses the frequency. You are already buying the product but if you sign up for UD Reloaded when you are purchasing you get deluxe samples with every UD Reloaded shipment and also free shipping. This is a perk for you as the consumer but it is beneficial to the brand because they know you’ll keep coming back.  UD Reloaded

One of the most exciting things about the Urban Decay website is that it is constantly being updated with fresh content. All Aceess

You can look at different parts on the website or as you can see they have a news feed feature that lets you look at everything that has been recently posted. Each block you can click on and it will take you to the content that is previewed in the newsfeed. freshest posts.JPG

Urban Decay is accessible through your browser on your mobile device but they are lacking a mobile app. It would be a great addition to have the app at your finger tips with much of the same content that is featured on the website. I cant be the only one who likes to watch videos and read articles on my phone or tablet when I am in a waiting room or bored in the car.

When Urban Decay relaunched their website as I talked about in last weeks post they really hit a home run. By integrating a traditional marketplace website with a blog has really made the website exciting. Further more, the market place aspect is really quite neat. When you click on a product, the website not only showcases the product, but features reviews, video tutorials that go with the product, and even e-gift options. Marketplace

All in all I would say that the Urban Decay website really has it going on. When I compare it to all the things we discussed in this weeks lecture. Things from an IMC standpoint that could be great improvements would be a presence of a FB/Twitter feed and a mobile friendly app would be amazing too. It has been so amazing to take this deeper look into one of my favorite brands and tie it together with everything we have been learning in class.

 

 

Sources:

Pithers, E. (2015, December 23). Is this the most popular eyeshadow in the world. Retrieved January 30, 2016, from http://www.telegraph.co.uk/beauty/make-up/is-this-the-most-popular-eyeshadow-in-the-world1/
Urban Decay’s Naked Smoky Launch Party – Orange County Zest. (2015). Retrieved January 30, 2016, from http://orangecountyzest.com/2015/07/urban-decay-naked-smoky-launch-party/

Urban Decay: The Branding Genius

Urban Decay is a popular makeup brand that has taken their strategy to the next level in order to reach customers.  In October 2015 they adjusted their digital marketing strategy in order to gain a careful control of their brand message. They wanted to getaway from selling the majority of product from outside retailers such as Sephora and Nordstrom and really get the focus on the brand. The new marketing strategy focused on content rather than commerce. The redesigned website serves as much more than a place to purchase all things Urban Decay, but more of a beauty lovers paradise. The website is edgy and colorful and provides links to all other forms of communication that the brand uses.  According to an article on cosmeticsdesign.com the brand was getting frustrated with the brands followers being scattered all over the web so the website redesign aimed to fix that and boy did it work!

UD Home

When you arrive on the website you see that it is edgy and colorful and a perfect represntation of the brand.  You have the options to of course shop but you also find a link to the UD All Access.

UD All Access is an area of the website that serves of an highly interactive blog. Users can can get step-by-step makeup tutorials using the latest product releases like the ones seen below,

Makeup Tutorial

or watch product launch videos or just look at tagged Instagram photos of customers like you wearing the products that get to the website via instagram with #UrbanDecayCosmetics.

The website is interactive and exciting but it also has direct links to all the social media pages that the brand works with:Social Media

Urban Decay has a large social media following but Instragram is their most followed platform with about 4.2 million followers. That is a massive difference from Twitter which has just 704 thousand followers.  No matter the platform you look at you will find a very streamlined look, lots of purple and black, edgy and very identical to the website or any other platform. Urban Decay posts on Instagram almost everyday

Urban Decay opened their second flagship store in Convent Garden at the end of 2014 and it was a big deal. The store is edgy and classy at the same time and is more than just a store; its an experience. There are nine makeup stations, custom made chandeliers and the store even features a “UD Lounge” which houses a coffee bar and a photo both. It has dubbed online as the “ultimate beauty hang out”. It was quite an exciting time to be an Urban Decay fan in London because leading up to to the opening of the store advertisements could be seen in London Underground stationed and I even saw one on a double decker bus.

Convent Garden Store

“In its 2015 Beauty Index Report, digital think tank L2 ranked Urban Decay as the number one most digitally astute brand edging out other top companies like Maybelline, L’Oreal, Lancôme and Benefit. According to L2, Urban Decay’s rank is based on its ability to translate its wealth of social media content into shoppable content on its site” (Milnes, 2016).

Since their redesign it is evident that Urban Decay is doing it right. Their website is amazing and the rest of their internet presence follows suit. Their social media channels elude back to their website, which is again, awesome! Although they only have two stores the stores represent everything the brand wants to convey. Once Urban Decay decided to focus less on commerce and more on the brand everything has changed and their following is higher than ever.

Source:
Milnes, H. (2016, January 13). How Urban Decay gets its 4.1 million Instagram followers to shop – Digiday. Retrieved January 23, 2016, from http://digiday.com/brands/urban-decay-built-social-content-hub-website/
Utroske, D. (15, October 12). Urban Decay adjusts its digital marketing strategy. Retrieved January 21, 2016, from http://www.cosmeticsdesign.com/Market-Trends/Urban-Decay-adjusts-its-digital-marketing-strategy

 

Classic Marketing Vs. Social Media Marketing

When it comes to classic marketing and social media marketing, there are so many different aspects that play a role in deciding which type of marketing is best suited. For this blog post we will be looking at the direction of communication with the consumer as well as the availability aspects that the different marking venues offer.

Direction of Communication: 

Classic marketing involves a unidirectional form of communication. Radio, television, billboards are all methods of a oneway conversation. According to an ad age study tv ads are still the most effective when it comes to driving consumer purchases. In the spirit of the super bowl being right around the corner lets talk commercials.  While some people might argue that social media marketing is the way of the future I believe that super bowl ad statistics speak for themselves when showing that classic media marketing is still very relevant. One of the top super bowl commercials from 2015 was the Budweiser’s #bestbuds commercial.  The commercial aired during the 2015 super bowl and has over 30 million views on YouTube. While studies show that ads created for the super bowl are not intended to drive sales, this commercial specifically sparked a conversation on social media that keeps the brand being talked about well after the commercial aired.

Which brings me to a social media marketing method. The most popular social media marketing campaign that comes to mind is the Lays- Do us a Flavor campaign I wanted to dig a little deeper to find campaigns that were launched on social media that were not as common. What I found was the last selfie campaign for the World Wild Life Fund (WWF).

WWF used snapchat to illustrate the idea that selfies disappear off the platform after 10 seconds to illustrate the disappearance of endangered species around the world.It looked like this. The result was worldwide branding and sharing that led to increased donations for the month in only a matter of days.

I don’t know that when it comes to the direction of communication that one is necessarily better than the other when it comes to classic versus social aspects of marketing but I believe they work best when they can be integrated like how the Budweiser commercial sparked the conversation on social media. Traditional media is great for that targeted reach but social media marketing knows no bounds and has made great strides especially when promoting a social cause.

 

Types of Marketing

When it comes to the type of marketing used in a classing marketing method versus a social media marketing method  the difference is great.

One of the most successful ad campaigns of all time was Nike’s Just Do It . The success alone of that marketing campaign shows how important traditional media can be. Traditional media is structured and clear and targeted.

Social media marketing is spread and unclear and can be in the form of anything.

8_types_of_social_media_for_your_business.jpg

In any of the venues listed in the picture above things like status updates, tweets, blog posts, comments between customers can serve as a marketing tool for a brand. The down side is that it can be uncontrolled and sometimes, depending on what people are saying or how people are responding, it can actually hurt the brand.

Whether you use traditional marketing or social media marketing when deciding the what type of marketing to use should really depend on your target audience. For maximum effectiveness a classic print ad or commercial that can be distributed across social media would be a great way they can work together.

What are some ways you think classic marketing and social media marketing can be used together? Is one better than the other?

in my words

Greetings Readers!

My name is Kassi and I am a 27 year old grad student at the University of Florida. I graduated from Ashford University with my bachelors organizational management with concentration in human resources.

I have been married for eight years to a member of the military and I have spent those eight years following him around the world as he moves for his career. During that time I gave birth to my beautiful daughter and spent time living in Germany, North Carolina, Georgia and England.

During my time overseas I have visited numerous countries and cities. I feel very privileged to have the opportunity to see so many amazing things and meet so many amazing people. I love to people watch and I find it fascinating what you can learn about a place just by watching the local people interact with each other.

For the past five years and three different duty stations I have been working as a Drug Testing Program Manager. It is my job to create a pool of people and randomly select employees to get drug tested. I review the results of those drug tests and get them to the employers. I also oversee the testing center to make sure that the drug tests are being done correctly and legally. At the end of 2016, we are moving back to the states to what will hopefully be our final duty station before my husband retires from the military.

I am hoping to start a new career in fast growing social media industry because it something that I am interested in and something I feel I would be good at. I am hoping this course will give me the tools I need to step out of my comfort zone and embark on a career that I feel will be rewarding and exciting.

 

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