Memes & Marketing

2

November

2015

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Memes are becoming an increasingly popular marketing tool for companies. Memes are images or videos with a humorous nature, which are often copied and spread quickly on the Internet. It’s easier to define it by showing a couple of memes below:

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Screen Shot 2015-11-02 at 9.20.56 PMSo what is it about these images that make them such a great marketing tool? The answer is very simple! Being able to identify with a meme means you’re “in” on the joke, and who wants to be left out on a popular joke? The “like”, “share”, and “retweet” button on Twitter and Facebook are very useful buttons to show your friends you understand the joke and it gives them a sense of belonging. Knowing this, companies are starting to use memes to make their followers share updates about the company and ultimately increasing the companies reach. If businesses are using memes successfully, they will also succeed in making their customers feel like they have a special connection with their company.

It’s important for a company to choose the right picture that will be used for the meme. It can be beneficial to use a picture of a product the company sells or something else related to the company.

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A popular example of a company using memes in one of their advertising campaigns to increase its popularity is Virgin Media. The original photo of the kid was posted on Flickr by his mother, who simply uploaded a photo of her 11 month old son holding sand on the beach. The image soon became viral, and is now often used with captions that reflect success or frustration. Virgin Media added the caption “Tim just realised his parents get HD channels at no extra cost”, portraying success.

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There are many other examples of companies that use memes in some of their advertisements. I personally think it’s a great way to increase the amount of followers and supporters of a company. What do you guys think?

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Sources:
http://engelads.com/how-memes-have-become-social-media-marketing-tools/

Marketing: Creating Memes That Help Your Online Marketing Efforts

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“Alone We Can Do So Little; Together We Can Do So Much” Helen Keller

13

October

2015

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This week’s homework assignment was about Peer Production & Open Source.

  • The first article by Hyatt (2008) is an interview with Marten Mickos – CEO of MySQL and currently senior vice president at Sun. This interview covers three main topics. The first one is about why the Internet version of barn-raising has created superior innovation. Barn-raising is an old term used to describe a community of people coming together to help build a barn. In terms of the Internet, this would be about a community of people coming together to build on open-sources and peer production in general. The second topic discusses what keeps developers devoted to their work. Finally, the third topic discussed is about his argumentation that “Leonardo da Vinci is the father of the open-source movement”.
  • The second article by von Hippel and von Krogh (2003) explores two models of innovation: the “private investment” model and the “collective investment” model. The authors suggest that open-source innovation combines the two, investment models offering society “the best of both worlds”.
  • The third article written by Zhang and Zhu (2011) examines a natural experiment at Chinese Wikipedia. This article talks about the inverse relationship between group size and incentives to contribute. On October 2005, Chinese Wikipedia it was blocked in mainland China, which resulted in a decrease of contributions by 42.8%.

After reading these three articles, I was still left with some unanswered questions. For example, I am curious to find out if programmers who contribute to open-source programs would still contribute as much if they have to get paid for it. I also wonder if this number will go up or down when they receive money for it. Also, if Wikipedia starts paying people for contributing valuable articles or knowledge, will the amount of info increase?

  • One article I found myself is written by Hinkle (2013), which talks about open-sources being a platform for innovation.The fact that there are currently no geographical boundaries to share knowledge has been the main source of new knowledge. People feed off of other people’s ideas and come together to solve problems.
  • Another article I found is written by Pillay (2014) and questions whether open-source is really the key to innovation. This article is very captivating because it is the only one that really questions innovation without simply accepting it. Ironically, it also agrees that open-source leads to immense innovation, just like the other four articles.

After reading these two articles, I found two cases (one of them inspired by Pillay).

  • Tesla created patents because they were worried about bigger car companies copying their technology. However, Tesla soon realized that technology leadership is not defined by patents. They decided to make all their patents open-source with the hope of strengthening their position instead of simply protecting it.
  • A second case that was very captivating is Apple making Swift open-source. Apple made Swift open-source, allowing innovators to use its coding and develop programs that run on non-Apple devices. Ironically, Apple is doing this to extend its own reach.

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The Most Influential People on Social Media

11

October

2015

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The Internet is a powerful place where people can literally command others without even knowing it. Does anyone remember the “Dress That Broke the Internet”?

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Without knowing it, most (if not all) of us spent some time trying to figure out what color this dress was, and participated in a debate about it – whether this was in person or online doesn’t matter. What matters is that the girl who posted this on Tumblr managed to reach over 21 million people and influenced their actions in some sort of way.

So besides this random Tumblr girl, who really ARE the most influential people on the internet?

We can look at this in a number of different ways. One of them is by looking at who has the most amount of Twitter followers.

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Many music artists are on this list, which can probably be explained by the fact that they inform their fans about new songs and albums on Twitter. It’s a very easy social media channel to quickly discover news and never be out of the loop.

Another way we can see who is most influential on social media is to look at which Facebook page has the most likes.

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Both lists have Taylor Swift and Justin Bieber. What is it about them two that makes them so popular? According to various websites, they are both very popular because they are beautiful, young, relate to their fans, have built up a very strong and distinct image, and apparently have amazing marketing/PR teams.

Surprisingly, Facebook and Instagram don’t have any companies in their top 10. This suggests that they should do something about the ways in which they use social media. Maybe they should contact Justin Bieber and Taylor Swift for advice?

Sources:
http://twittercounter.com/pages/100
http://socialblade.com/instagram/top/100/followers
https://www.quora.com/Why-is-Justin-Bieber-so-popular-1
https://www.quora.com/Why-is-Taylor-Swift-so-popular

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The Buy-Button

5

September

2015

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Social media sites are making it very easy for social commerce to rapidly increase. Social commerce simply means that social media sites assist e-commerce. Online buying can now be done through social media sites. How would like it if you could immediately buy that beautiful stool you saw on Pinterest this morning?

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In June, Pinterest’s rival: Instagram, announced that they will soon create a buy button as well. They will name it the “shop now” button. Snapchat, Tinder, and Google are also looking to expand to a buy button.

Personally, I would buy lots of things through Pinterest. Pinterest was made to create different boards of things you want, so I would guess that the majority of people will buy things on Pinterest. A new type of shopping addiction could even arise: a pin & buy addiction!

Despite Pinterest’s potential success, I question the success of a buy button on Snapchat, Tinder & Google. They would have to rely on selling items of advertisements and the goal of these social media platforms was never to create lists of things you want.

Would you buy something through social media websites?

Another question that arises is potential rivalry between social media sites and e-commerce sites like Amazon.com and Bol.com. What’s more attractive for brands than advertising their products on highly engaged social media websites? Could this potentially decrease sales for e-commerce websites? It could, but it could also establish new partnerships. For example, Pinterest can agree to use a “buy at Amazon” button, where everything Pinterest posts will be available on Amazon. This does mean that Amazon’s inventory would have to increase enormously…

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The pro’s and con’s of the buy-button raise so many different questions. I’m interested to see what you guys think! Would you want a buy-button on your favorite social media website?

Sources: “Battle of the buy buttons: What does the social commerce hybrid mean for retail brands?” by Katie McQuater

“Can Pinterest, Instagram Succeed at ‘Social Commerce'”? by Tom Risen

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