This week, TVNZ’s New Blood initiative went live, as more than 20 pieces of short-form content found a home on TVNZ.co.nz, YouTube and Facebook.
Marketing, advertising & media intelligence
Snapchat has announced it's available to partner with New Zealand brands and Air New Zealand is the first to get on board.
Using an influencer is nothing new in advertising. But in the past few years, the definition of the role has expanded to YouTubers, Instagrammers, bloggers and vloggers, and brands have been jumping on the bandwagon to be mentioned in newsfeeds. However, with the online space comes a new set of challenges from selecting an influencer to measuring results. We chat to Fuse content and brand experience director Holly Lindsey about choosing the right influencer for the brand, understanding the grey areas and generating organic engagement.
Juanita Neville-Te Rito from The Retail Collective uses New Zealand examples to see how social media can be used as a tool to drive awareness or vistiation to a store and says retailers shouldn't tie themselves up in knots about it.
It isn't difficult to find someone making a negative comment about Sky TV's service on social media. The broadcaster is a proverbial punching bag, with shots regularly flying in from Kiwis across all the available channels. And yet, despite the continuous stream of negativity, Sky's revenue and profits continue to rise at a time when digital disruption is cutting a huge chunk out of the profitability of the other broadcasters.
As Snapchat has nudged its way into the advertising world over the past year, businesses have made use of the tool to reach out to a younger audience. One of these businesses is ASB Bank, which has seen huge success through its use of Snapchat to reach tertiary students, and ASB general manager of marketing Shane Evans says it plans to keep using it.
If you believed the hype, social media was destined to knock traditional media off its perch and marketers have invested heavily in it in recent years. But Kiwis’ engagement with brands and companies on social media is on the slide, with a Colmar Brunton survey on the social media habits of New Zealanders showing the number of Kiwis who follow brands on social media dropping from 41 percent in 2013 to 27 percent this year.
Where once social media was seen as a harbinger of doom for traditional media, the enthusiasm has been tempered somewhat in recent years as algorithms have changed and questions have been asked about the return on investment. But there are still plenty of success stories, often from a customer service point of view, and Amanda Sachtleben went along to the #NZSOMO conference to find out about a few of them from New Zealand.
Creating content that goes viral isn’t just about creating good content. It’s also about knowing how to fan the flames, writes Joanna James.
Given that the lines between the physical and digital worlds are becoming increasingly blurred, Ajax has decided to transpose its real-world cleaning methods into the internet with a new campaign that promises to help you clean up your social media life.
Following on from last week's well-received column about why social media was like talkback radio, Jennifer Duval-Smith puts forward her views on why a combination of paid tools and manual monitoring is the best option for a consistent, timely and comprehensive overview of your social media chatter.
According to marketing nerds, content isn't king, engagement is. And much of the engagement between brands and consumers is taking place on Facebook these days. So, Socialbakers, a global social media and digital analytics company, has come up with a formula, crunched a few numbers and compiled a list of New Zealand's top ten Facebook pages by size and engagement, although a few big names are missing.
Just as Braniff airways shook up the fairly dull US airline sector in the ’60s by painting its planes bright colours and putting its hostesses in bright uniforms, Air New Zealand changed the way everyone looked at inflight safety videos by making them entertaining and, with its previous agency .99, it basically created a whole new—and quite powerful—media channel. So far we’ve seen painted bodies, All Blacks, lycra-clad, OTT aerobics instructors and puerile puppets. And for the first time the airline has decided to take an animated approach, with a new ’hand-drawn’ safety video featuring the voice talent of Kiwi-born actress Melanie Lynskey and Modern Family’s Ed O’Neill, as well as a range of “cameo appearances”.
Many believe the US$108 billion valuation of Facebook, which started off at US$38 a share and has fallen back to around US$31 a share, was based on “option value”; on the future money-making potential of what Wired writer Steven Johnson feels is becoming a monopoly. The social networking behemoth has certainly been under the pump in the media since the IPO, but research released yesterday about the powerful effect both earned and paid messages have on purchase behaviour offered some welcome good news.
Facebook is a big believer in the hack mentality; in "putting a bunch of ridiculously talented people in ridiculously small quarters under ridiculous time pressure and building cool stuff". From time to time it employs this approach to come up with big ideas for big clients or charities in some of its larger markets, but last week, the hack came to New Zealand, when around 40 digital and creative folk from the likes of Contagion, Colenso BBDO, Rapp Tribal, DMD, Gladeye, DraftFCB, Saatchi & Saatchi and Young & Shand put aside their rivalries and gathered in the Contagion offices in Auckland to come up with ideas that would help cement the legacy of Sir Peter Blake and spread the word about the work of the Sir Peter Blake Trust.