Twitter Wins NFL Rights

Recently it was announced that Twitter won the OTT streaming rights for 10 NFL Thursday night games next season – beating out Verizon, Amazon, and Yahoo. The general thinking is that alongside the stream of the games will be a live feed of tweets, allowing football fans to interact with each other about the games in real time. The Twitter streams will occur simultaneously with the NFL broadcasts on CBS, NBC, and the NFL Network. Twitter, however, paid a fraction of the price for these games compared to the NFL’s TV partners ($1 million per game vs. $45 million per game).

For Twitter, this deal may give the company a way to attract new users, while expanding its content beyond the likes of journalists, politicians, and celebrities. Additionally, it could pave the way for future live video deals. For the NFL, the experiment aims to capture a new audience including cord-cutters and international NFL fans. It has also opened up competition for NFL game rights to a whole new set of players, thus gaining leverage in future negotiations.

Questions:

  • From a viewer standpoint, will this deal affect the way you watch NFL games? Is this the future of live events or a gimmick?
  • From a business perspective, will this deal help Twitter with its recent struggles?

Full Article:

http://www.bloomberg.com/news/articles/2016-04-05/twitter-said-to-win-nfl-deal-for-thursday-night-streaming-rights

 

Why Facebook Could Be Bernie Sanders’ Secret Weapon in Battling Hillary Clinton

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Someone said,”One of the most underreported stories in the media regarding the 2016 presidential election is the use of social media by Democratic candidate Bernie Sanders. ” While political pundits ponder why so many young people are attracted to his populist message and rack their brains for answers, they also expose their clear lack of understanding of how politics can work in the digital age.

According to this article, Sanders topped the phrase “Super Bowl” on Facebook, in the month of February, while  Clinton didn’t generate a growth worth a “blip on the radar”. His social media engagement has resulted in over 5 million individual contributions to his campaign, more than any other Presidential candidate at this point in an election.  Regardless of where you stand in the Democratic party, the Clinton campaign’s weaker social media outreach should worry people who believe that sustained engagement is an important antidote to defeating the social media behemoth of Donald Trump and keeping our country moving forward.

My question is that I still don’t know why Senator Sanders can have a strong connection with millennials on Facebook. Is it due to  his or his campaign team’s strategic digital plan? How will this strong connection affect his election?

Link: http://www.adweek.com/news/technology/why-facebook-could-be-bernie-sanders-secret-weapon-battling-hillary-clinton-170066

Reddit to Provide More Protection from Trolls with New Blocking Feature

Click for main article

Reddit has been making big policy changes lately in attempts to combat one of the most notorious and seemingly insurmountable issues of the Internet: trolls.

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Not this kind. Reddit loves /r/dannydevito

 

17ielvjicc32pjpg.jpgYeah, this kind.

 

Last Wednesday, Reddit launched a new ‘blocking’ feature that enables users to block any other user’s posts from being visible to their account without that person’s knowledge (similar to a ‘mute’ feature).

The blocking function is the newest of a few recent policy changes from Reddit that are aimed at slowing the persistence of some of the more vicious trolls currently dwelling in the dark corners of Reddit, which could help enable Reddit to achieve its current goal of growing into a more inclusive & friendly household name like other top social media platforms such as Facebook & Twitter.

For anyone who is lucky enough not to have encountered a ‘troll’ before, trolls are individuals who post online about ideas, topics or pieces of content that is either unabashedly distasteful or meant to anger, torment, embarrass or tease another (usually innocent/ignorant or genuine) individual on the Internet, then persistently post said content or related hate speech until others are noticeably upset. Trolls may move on to another target at that point, or may make it their life goal to forever torment one person (see: GamerGate). And repeat.

Since its launch in 2005, Reddit has been a sort of breeding ground for people like these to unify and grow in strength and numbers. The pseudo-anonymity and limitless conversation capacity that Reddit provides, combined with a mostly hands-off moderator policy, was a perfect place for less savory or taboo topics to find a home (anywhere from /r/SantaPorn to /r/Cannibalism — but these are generally quarantined) and for like-minded trolls to band together, “spread like a virus” to other parts of the Internet, and create more distasteful or hurtful content.

The forum was originally designed sans-censorship as a way to be a welcoming space for all to express themselves freely no matter what topic, but as Internet bullying and trolling has become a more serious issue that (at minimum) is unpleasant for a majority of users, the founders of Reddit have begun to assume a more active role in policing the most vicious users. Earlier policy changes from 2015 included new content rules disavowing harassment and all other content that “violates a common sense of decency”.

All of this being said, my questions for the class are:

  1. Do you think Reddit can subdue the trolls (in other words, do you think policy changes and mute buttons will be enough to make a significant positive change to their signature “everything-goes” online culture)?
  2. Is there a possibility that policy changes will cause Reddit to become less popular, or that this may only make trolling more challenging (and maybe even more satisfying when they succeed)?
  3. Does Reddit have what it takes to become a mainstream social media website (in terms of ease of use, advertisement capabilities, etc)?

People are reportedly sharing fewer personal updates on Facebook

屏幕快照 2016-04-10 下午6.29.46

Social media platform is not merely a channel for socializing anymore, it is more like the way to gain all kinds of information and news nowadays. I believe most people’s Facebook page is flooded with various brand news, re-shared videos and posts from pages you have liked. This surly is where the company’s profit source and highly welcomed by Facebook, but more than that is because fewer people are sharing their personal updates.

The article pointed out that 5.5% of overall sharing were dropped from 2014 to 2015. Even fewer people are actually updating their lives on the feed, thoughts, photos etc. and the figure is that 21% of personal posts decreased in a year from 2014 to 2015. This is very different from why Facebook was created in the first place. The original idea of founding Facebook was to build a network online to make friend get closer by participating in each other’s lives. So although those ads and brand feeds are helping Facebook make profits, the decline of personal updates are actually a bigger problem for this company. Some changes made the sharing easier, but it is still a big issue.

There are several reasons for the sliding of personal sharing on Facebook. 1. Other better quality social media platforms appeared and specialized on mobile, like Instagram and Snapchat. 2. Facebook always is indecisive of what it should be. Bigger or smaller size? Private or public profiles? Plus, its new video function that will cover the whole service. All of these just made it more impossible for people to share their personal lives on such a large scaled platform.

 

Questions:

  1. As a Facebook user, what do you expect to see on your page? Do you think you will enjoy more of the information feed or news from your friend’s personal posts?
  2. It seems that the social media is more tending to mobile-oriented platforms for people to share. More people choose to post their own lives on Instagram or Snapchat. How do you think Facebook should address this user switching problem? Attracting more users by reducing the commercial posts or just relying on the profits brought by non-personal feeds?  What’s the trend?

 

Link: Full Article

The Ocean State feels wrath of social media storm

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A New Rhode Island Slogan Encounters Social Media’s Wrath

The state of Rhode Island recently rolled out a new logo and slogan aimed to invigorate tourism and attract business. In what was meant to be a landmark campaign backed by a $5 million budget, the state checked all the boxes by hiring a world-renowned designer, conducting market research, and enlisting a PR firm to coordinate the launch. The campaign officially launched on March 28, 2016. In less than one week the state’s chief marketing officer tendered her resignation and the first term governor had scrapped the slogan.

So what exactly went wrong? Pretty much everything.

The state launched the campaign with the slogan “Rhode Island: Cooler & Warmer” which was tied to new logo featuring a white sail set across a tri-colored square.  A promotional video and website were also released. Within hours a social media backlash began to form and grew louder by the day. Scenes within the  promotional video highlighting historic Rhode Island landscapes and activities turned out to be footage from Iceland. Pictures on the new website touting the culinary scene were actually from restaurants in Massachusetts. The slogan was roundly mocked on twitter and satirically photo shopped on Instagram. With each passing day additional social media influencers in the state jumped on the bandwagon bashing the campaign.While the state had hired Milton Glaser, a renowned graphic artist and creator of the iconic “I Love New York” logo, they were criticized for not also leveraging in-state talent from the Rhode Island School of Design.

Even though extensive market research and testing was done, there was nearly zero lead in and groundwork laid prior to the campaign launch. Many officials noted that the majority of residents were unaware of what the slogan stood for, leading many to draw assumptions – mostly humorous. Coupled with the numerous mistakes and lack of presentation, the entire campaign quickly became enshrouded in negativity fueled by social media.

In an effort to stem the damage and re-engage the public, the state has opened up a studio where residents are encouraged to tailor the logo and “make the slogan their own”; the best of which will most likely go to a vote.

FYI “Cooler” was meant to represent the creative and trendy offerings for people to discover and “Warmer” was to represent that residents were unpretentious and accessible.

Questions

While the state deserves blame for the mistakes, were they too quick too pull the plug based on the reaction from social media? Or was a quick hook the correct move?

What steps should have been taken through social media prior to the launch to not only engage the public, but also get a sense of what the reaction may look like?

Snapchat – Filters on Demand

Link:  http://www.theverge.com/2016/2/22/11092406/snapchat-rent-custom-geofilter-launch

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Link:  http://www.theverge.com/2016/2/22/11092406/snapchat-rent-custom-geofilter-launch

For my second blog post, I wanted to mention something that maybe common to some, yet I experienced it for the first time last week.

 

Every year, my high school friends make an annual trip to North Carolina. During last weekend’s voyage, my one friend surprised everyone with a gift for all: our very own SnapChat filters. Given our increased conversation on Snapchat in class, I thought this was a great opportunity to talk about my experience with this Snapchat filter.

 

In term of background, Snapchat unveiled this new feature in late February / early March. The feature is based off a geofilter. Users can submit various designs to snapchat.com. Customers will then select the size of their “geo-zone” and how long the snap filer will last. In terms of pricing, an eight-hour filter starts at a price of only $5. Before officially launching, Snapchat will vet the filter and approve all requests in 24 hours.

 

Sponsored lenses on Snapchat cost between $450K and $750K. While custom geo-filters remain fairly inexpensive, this offers another great opportunity for Snapchat to monetize. I am curious how expansive the on-demand filters will become. While this was very effective for a small group of events, I am interested if on-demand filters will be used for big events (concerts, holidays, sports events…).

 

Lastly, in terms of advertising, how will this strategy play?   This may be advantageous to celebrities or companies that already have a large following, yet will this help smaller businesses?

 

 

Questions:

  1. Did you know about this Snapchat feature? Will you use this feature now that you do know about it?
  2. What will be the marketing/advertising effects of this feature?

What New Algorithm Means for Instagram

Screen-Shot-2016-03-28-at-11.46.25-AM

http://marketingland.com/3-digital-marketing-pros-sound-off-upcoming-instagram-algorithm-171439

Surely everyone on Instagram noticed the influx of post requesting users to “Turn on post Notifications” this past week. The fear for many companies and personal brands is that the looming Instagram algorithm change might decrease their visibility, however, as history and data has shown us, this might not necessarily be the case.  Instagram has often been praised for it lack of an algorithm and it’s reverse-chronological order feed, but on average users miss about 70% of their feeds.

With over 400 million users and the fact that it is owned by Facebook who has been using the news feed algorithm for almost as long as the new feed has been around, its no surprise that a change like this was coming but what does it mean for users, investors and the future of Instagram?

Questions:

  1. Is this a good or bad move on Instagram’s part?
  2. How do you think this will effect user engagement and marketing numbers for brands both positively and negatively?

 

Facebook Introduces More Daily Video Metrics To Benefit Publishers

fb-video-metrics.jpg

A few days ago, Facebook announced the arrival of new daily video metrics and breakdowns to help publishers understand their audiences better day by day. The article mentions that new daily breakdowns offer a simple way to see how videos are performing on a particular day in three areas:(1) Minutes viewed: The total minutes of watch time spent on the video on a particular day; (2)Views: The number of video views with improved insights on times of day; (3)10-second views:The number of times a video was watched for up to 10 seconds.If the video is shorter than 10 seconds, this metric refers to the number of times people viewed at least 97 percent of the video.

The metrics are launched to offer more ways for video publishers to gain more insights about the audiences and their content preferences.Besides, the insights API will soon be introduced to the video metrics according to the post. From those visualized data statistics, publishers can conduct viewer analysis to find out whether their contents feed precisely and efficiently on their audiences and keep tracking on the new trend of audience’s flavors and viewing habits. With those video performance insights, Facebook wants to help publishers achieve bigger business growth.

My questions:

(1) How much do you think these three areas of the new metrics will help publishers gain insights for the audiences? Which area do you think is the most helpful one for publishers?

(2) What extra aspect do you think the metrics can be improved to gain more meaningful insights?

Link:

Facebook Introduces More Daily Video Metrics To Help Publishers Understand Their Audience

Snapchat Is Suddenly Attracting a Lot More Millennial Women Than Men

http://www.adweek.com/news/technology/snapchat-suddenly-attracting-lot-more-millennial-women-men-170560

In a study conducted each month since August, the breakout of Snapchat use between Males and Females 18-34 has fluctuated drastically. What was originally a 31.6 vs.  31.3 M:F comparison, is now a 29.1 vs. 48.6.

There are a lot of factors that can be attributed to this: The predominately female focused Discover Channels. the shift of Fashion bloggers and companies from Instagram to Snapchat, and of course once could even argue the newer prevalence of Filters would skew more female.

  1. Why is this change so important for advertisers? Is it something they should be weary of? Excited about?
  2. Is there a way for Snapchat to intervene and balance it out again? New Features? New Content?

 

Here’s How March Madness Has Played Out On Twitter So Far

One of the busiest times of year for college sports fans is here and winding down – March Madness. From brackets to challenges to the pure parties, the college hoops NCAA tournament makes itself incredibly present on all social media platforms. From half-court shots – here’s talking to you, UNI & Paul Jesperson (a close friend actually) – to buzzer-beaters – well done, Wisconsin – the Madness is sure to elicit reactions from social media users everywhere. Most frequently, the comments, opinions, and recaps are found on Twitter (it even has its own account)

Screen Shot 2016-03-30 at 8.42.40 PM

Mashable wrote an article about the March Madness coverage all across Twitter. It says that there have been over 2.5 millions uses of the official tournament emoji and that teams, especially those in the Final Four, have seen their followings grow enormously. Star players have also seen their followers rise but at the same time are victims of harsh criticism right along with the praise.

Questions:

  1. Do you use Twitter as a viable source during March Madness rather than watch the actual games or is there still an allure to seeing the game unfold before your eyes?
  2. How much of a role do you think social media can play into the more behind the scenes areas of college sports such as players dealing with backlash and praise, both of which can be detrimental to these young kids?