Lizard People and the Internet…

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A group of reptilian overlords is controlling the world  through underground dealing and cloaking technology. Able to take on human form, they manipulate the trajectory of human events through political assuaging. They may also enjoy eating pizza in sewers and train in martial arts.

At least, this is the scenario many prevailing Reptilian theories on the subject would assert. You’re first reaction to this may be that it is absurd. You wouldn’t be wrong. But why is it that such absurd, outlandish conspiracies gain traction and dedicated followings. This is the type of virality and loyalty for which most marketing managers would clamor.

Although quirky and unviable, there are key lessons to be taken away from these internet treasure troves of conspiracy theories. Without further ado, here’s what you need to know.

Discovery

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Almost all of these theories are beyond what normal logic would allow as a feasible explanation of the world around us. As such, when confronted with these explanations, people can go through a plethora of mental what-ifs. What if this is the truth and everything else is a lie? If this is true, what else could I be wrong about? What if there is a reason I came across this information?

The preponderance of uncertainty about the theory opens a rabbit hole through which one can dive into uncharted territory. And the experience of this discovery itself holds value. People do not share information that is presumed to be commonly known. People share what they feel could be potentially enlightening. Furthermore, people share what they feel ownership over.

After diving into a chasm and developing an understanding, a bond attaches the conspirator and the conspiracy. Intermingling those identities empowers the individual to go and share the truth.

For social media marketing, the same holds true. Though bombarding the general public with constant advertising can raise brand awareness, nobody feels inclined to share information everyone already has. By targeting select individuals and guiding them through understanding the value of whatever is being offered, you align them with promoting the brand. Folks like being the person who contributes to a conversation. They do not like redundancy.

Clarity

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One of the common traits shared by most conspiracy theories is that they offer an explanation for the unknown and misunderstood. Our world is odd. Many events, tragic and fortuitous alike, occur with any plausible reasoning lacking. Rather than accept that some things just happen, people would rather grab onto something, anything that claims to have an answer. Enter lizard people. Or chemtrails. Or any conspiracy.

Social media ads only have brief windows to secure attention. The few seconds before a user can skip an ad on a video or the rolling sidebar of flashing ads, do not afford much time to convey all value associated with an offering. Therefore, pull people in with intrigue. Chick-Fil-A has recently gone viral after someone discovered that their food boxes can be placed securely on a drink lid with the straw as an anchor. This honestly offers such little value, it would hardly be worth mentioning. But for consumers who wondered what that hole was for and already were familiar with the traditional values of the brand, this was enlightening. If you only have a sparse window for attention, fill it with unknown or misunderstood value about your offering. The learning aspect invites the deep dive. If all other competitors are fighting along the same lines, look for the gaps in value communication.

Build-Up

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The final thing conspiracies get right is the build-up. Most lizard people sights do not start by positing that everyone you know is a reptilian. They start with the premise that lizards exist and people exist and maybe lizard people exist. And as the user seeks more information, the more absurd aspects reveal themselves in corresponding nature.

While we’ve highlighted why it is beneficial to lead with the unknown, it is important to avoid ambushing the consumer. A little intrigue is good. A wall of everything is not. The value of a slow build is two-fold. First, it allows the deep diver time to acclimate to all the new information without being immediately overwhelmed. This is a process and in order to effectively communicate your value, steps cannot be skipped. Second, the slow build offers extended duration. An idea that sits with a user has better retention than a flash bulb that dissipates as quickly as it appeared.

Final Thoughts

I'M NOT SAYING IT WAS THE LIZARD PEOPLE... BUT IT WAS THE LIZARD PEOPLE | image tagged in conspiracy theory,conspiracy guy | made w/ Imgflip meme maker

While none of these concepts are groundbreaking by themselves, the successful implementation has eluded many traditional marketing campaigns. We are in strange times, and often the best practitioners of an art are not who one would normally expect. While this Op-Ed explored some of the value associated with conspiracy theories, please be sure to check out our other content for other takes on social media marketing topics.

Top Digital Trends 2018

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Pizza Anyone? Ok Google, talk to Domino’s!

http://bit.ly/2ORE4o5

Pizza Anyone? Ok Google, talk to Domino’s!

With the growth in digital marketing and the impact of social media on everyday life, today’s businesses need to keep pace with the ever changing influence of technology if they want to expand their product sales. Pizza is no exception and Domino’s has strategically invested in this space as they saw the opportunity to increase sales via digital channels.

Some of us remember the days of calling the pizza place, being put on hold, providing your order, sometimes twice – the same one you normally put in once a week – repeating your address another two times and finally confirming the price and the estimated 30 minute delivery time. An hour later, you’re calling the pizza place again for an update on when that delivery is going to show up.

Domino’s solved this problem by allowing customers to save their address, payment info and their Easy Order under their enhanced online ordering platform. The Easy Order was a bundle of information including payment, address, delivery or carry-out order type and preferred store location. The days of agonizing phone orders were gone as customers could reference their pizza profile and place an order in a handful of clicks or within 30 seconds. This was soon followed by the Domino’s Tracker that gave you visibility to where your order was in the overall process.

This groundwork was the foundation for Domino’s AnyWare which was an expanded suite of ordering technology focused on getting more people to order online via the devices and platforms that they use everyday.

Over the last three years, we have seen an increase in innovative options for ordering Domino’s pizza which include:

  • Talking to Dom, an order-taking expert living in the Domino’s app, for those that still want to hear a voice on the other end
  • Sending a pizza emoji via text message
  • Tweeting #EasyOrder to @Dominos
  • Using the Domino’s app on your Samsung Smart TV to place and track an order without missing your favorite show
  • Opening the Domino’s Zero Click app and your Easy Order is placed in 10 seconds
  • Talking to your Google Home or Amazon Alexa devices to place your order
  • Ordering via Facebook Messenger
  • Leveraging Slack to place an order for the team
  • Ordering from your car if you have a Ford with SYNC® AppLink
  • Turning over your wrist and placing that order via your smart watch

The focus on technology and connecting with customers’ daily routines has allowed Domino’s to generate over half of its sales via digital channels and stay ahead of the competition. It has definitely piqued my interest and I look forward to continuing to test out the various options for ordering my pizza.

By now you must be hungry, so why not give it shot and try one of the various options to order a pizza. While you wait for your delivery, click below for our other blog posts.

Lizard People and the Internet…

All the Cool People Make These…

All the Cool People Make These…

Around the end of the year the “Top 10” lists for 2018 usually come out. These range from everything like the top trends of 2018 to something like the top 10 hipster foods of 2018. Basically if you’re cool then you have a similar list, and since we are obviously the coolest people around we should go along and introduce our top trends in the digital world of advertising and business. Since the year isn’t complete we’ll only give you half of a top 10.

        1. Streaming services for premium channels: Our first one is getting us started with a bang. Now streaming services are still relatively new especially when it comes to singular channels running their own services. It seems like this trend actually may have started with Netflix, this is totally not backed up by sources other than my giant brain. Netflix almost acted like a proof of concept service and when they started producing their own shows then it became more obvious to other services that this was viable. Now major cable companies like CBS have streaming services that act as another source of revenue, not just that but the ad buys probably come with an inflated CPM. Lately ESPN launched their own service and within the past couple of weeks Disney announced an upcoming service that comes with original programming and actually takes away from Netflix due to Disney pulling their programming from Netflix and putting it on their own service. With cord cutting becoming more and more of a thing these services are becoming more and more popular.
        2. Streaming live events: Similar to the streaming of premium channels; live event streaming has become more popular. These events aren’t just streaming on app-like channels ala ESPN+, but actually are becoming more common on sites you wouldn’t expect. For example companies like the MLB and WWE have started using Facebook as a streaming service. Lately Amazon, of course, has gotten in on the action and is using Amazon Prime as a streaming service for Thursday Night Football games. Especially when it comes to the social media streaming services, this is a new way for companies to connect directly to consumers while upping the convenience fee. I don’t know about you but if I see a game going on, no matter who’s playing, on Facebook I’ll watch it because it’s there. On the other hand if that same game is on TV I wouldn’t go out of my way to watch it.
        3. Trolling: Yes, trolling has become a legitimate strategy for companies to use on social media. It may seem a little out there but take a look at Wendy’s or any sports team after they beat a rival and you’ll see the value. When these companies make us laugh by doing something a little unexpected it almost normalizes them. Not just in our eyes but the eyes of the public as well. Blog writers and journalists pick this up and write articles about how this one company “eviscerated” this other company/person/whatever. That’s free press, and more times than not what’s being written is positive of your company. Even if what’s being written is negative, the context that these posts are going out in invite those assumptions. That way you’ll be able to go back to the time tested opinion that any press is good press.
        4. Social media influencers: Excuse me while I throw up writing about this. I don’t like influencers. All they really do is take whatever semi-fame they have/had and leverage that into basically being paid promoters. It’s either that or they’re professional hot people. These influencers are why the Kardashians are a thing. Yet it’s a tactic that has paid dividends to getting the word out about a product. In fact some companies only tactics are leveraging these influencers to build their brand. At the start of the semester we talked about the segway and how it wasn’t cool but hoverboards were, even though they were essentially the same thing. That’s because hoverboards were heavily promoted by these influencers like Justin Bieber (side note since it’s around Christmas time do yourself a favor and listen to Mistletoe by Justin Bieber because that song is FIRE!!!). Unfortunately, the more and more success stories get built from leveraging these influencers, the more this becomes a legitimate strategy for growing companies. That means these “Insta-Famous” people aren’t going away…
        5. Controversy: Ask Nike if this is a good strategy. Honestly, this may be the trend in 2018 and it all stems from an ad campaign. Colin Kaepernick is such a divisive figure that no one would even think about using in an ad let alone being the central figure of one. With all the backlash they received you’d think that it would hit the stock price quite a bit, and it did…initially. After the campaign had time to breath Nike actually came out ahead of where they were. This alone gives credibility to this trend. Whether it’s one that we’ll be seeing more as time goes on is anyone’s guess. For now though it has become a new tactic that has a proven sample.  

While you’re at it, check out some of our other blog posts below:

Pizza Anyone? Ok Google, Talk to Domino’s! 

Lizard People and the Internet…