Rihanna, Kim Kardashian and the IV Vitamin Drip: The Celebrity Effect on Social Media Marketing

What if there was a product that could offer a quick fix for the common cold, cure the dreaded hangover after a long night out, give you an energy boost after pulling an all-nighter on your presentation, or just generally help you feel better and younger?

Sounds too good to believe, right? Then, add the celebrity endorsement power of Rihanna, Madonna, Adele, Kim Kardashian, Simon Cowell, along with many other talented athletes and artists who have been seen using these products and espousing their benefits on social media, and these factors combine to create a powerful strategy for IV vitamin therapy companies to promote their services.

Why does it matter if celebrities are seen on social media using your products? Let’s explore the celebrity effect upon companies.  

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What is IV Vitamin Therapy?

First off, what the heck is the IV Vitamin Therapy? Intravenous (IV) therapy delivers liquid substances into a vein and is the fastest way to deliver medication, vitamins and fluids throughout the body. IV therapy began in the 1830’s and became widely used in the healthcare industry after the 1950s. IV vitamin therapy is also referred to as vitamin drips. Typically, only 40% of over-the-counter vitamins ingested orally is absorbed into your body while vitamins administered intravenously will absorb at 99.9%.

Over the last few decades, companies have begun to offer IV vitamin therapy at spas specifically designed to provide these services and with mobile services at homes or concerts. Originally marketed as a hangover cure, these companies have now expanded the appeal of their product to include remedies for allergies, anxiety, depression, fatigue, colds and flu, along with being heralded as one of next big beauty treatments.

Incredible, right? These are amazing claims, but alas, scientific research has not quite caught up to validate these claims or to evaluate the safety of regularly receiving these treatments. You should consult a medical provider prior to jumping on the Kardashian IV Therapy bandwagon.

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The Celebrity Effect

Does seeing a celebrity using a product affect a consumer’s purchasing decision? Yes, it does. One Taiwanese study showed that consumers remembered products associated with a celebrity better than other products. If you happen to be a fan of that celebrity, you’re more likely to place a higher value on that product. Your subconscious suggests to you that using the product is a way to emulate that celebrity’s desirable traits.

Does this mean that I’m going to run to the store to get one of the newest endorsed product by Ryan Reynolds, Aviation Gin? Not necessarily. Seeing your product used on social media by a celebrity mainly builds consumer confidence, preference and brand awareness through social media — especially when your target may include the social media savvy Generation Zers and Millennials.

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It’s not all sunshine and rainbows. Remember Rihanna’s backlash at Snap Chat on Instagram? Stock prices dipped after the backlash but the company regained its losses later that week.  While this only had short term effect, it does not help the company’s image in the court of public opinion, especially with losing support of an influential celebrity in Snap Chat’s targeted market segment.

Does it work?

Yes, celebrity social media endorsements do contribute to the perceived value of a product or service. According to a report from Marketwatch, a simple brand signing of a celebrity or athlete can increase sales by an average of 4%. The social media presence of a celebrity using a product contributes to consumers’ trust and brand awareness, and promotes your product while influencing consumer purchase intentions.

Is this another Kardashian endorsed prepaid credit card? Will we see a resurgence in Trump Steaks and be happily grilling them over Labor Day weekend? Or brushing our teeth with a Justin Beiber singing toothbrush with Mary-Kate and Ashley Olsen AquaFresh toothpaste? Hold on… having a celebrity endorsement does not guarantee your product or marketing strategy is successful.

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Keep in mind that celebrity endorsements are not enough to guarantee success in attracting new consumers or gaining acceptance in an emerging market. Gaining the endorsement of Justin Beiber or Rihanna may not necessarily matter to the consumers in your targeted market segment.  Companies must continue to demonstrate their value to consumers and show them how they’re providing benefits and value in real and tangible ways.

Free Social Media Tools to Try in 2018

As we covered in Just Because You’re a Millennial Doesn’t Mean You’re a Social Media Wizard,  social media is ever changing and so are the tools we use to express ourselves. Here are some outstanding free tools that set your social media presence to the next level.

Crello

Usage: Create new images for your web and social media presence. It has thousands of templates and millions of images to choose from.

Features: Animate designs with Crello for free. Whether you have a design team or not, faster is better.

Fastory

Usage: This is an editing tool to create stories on Instagram and Snapchat, allowing you to add text and upload videos. You can make stories in advance, email them to yourself, and post them when it’s convenient for you.

Features: Keeping a publishing schedule is a challenge. I like this tool to prep stories in advance.

Botletter

Usage: Are you sending blogs and newsletters on Facebook Messenger? Are you running a campaign with a strong Facebook presence? Now you can send up to 1000 messages a month for free.

Features: Like many new marketing tools, you can track and review your performance in the same place.

For additional reading, check out:

Digital Marketing Tips for Digital Natives

Gifs and Memes: The New Art of Marketing

 

 

5 Best Marketing Tools of 2018

(from the opinion of a couple of Willamette MBA students)

Looking for a way to make your company stand out?  How do you know if you are reaching the right customer base? Confused with all of the tools and software programs available?

Well go no further! We have reviewed some marketing tools that will help you gain the market intelligence, analysis, awe-inspiring content creation, and social media management you’re craving.

Here are our top 5 picks:

Pardot 

This marketing tool powerhouse, focuses on Marketing Automation, allowing your sales & marketing team to work smarter, not harder.  Enjoy the ease of Advanced Email Marketing and formulated Lead Nurturing that helps you stay in touch with your prospect and move them to the Happy Customer Stage.  Pardot truly is an all-in-one marketing solution. Other features include:

  • Blended Lead Scoring & Grading
  • Prospect Activity Tracking
  • Forms & Landing Pages
  • Closed-loop reporting

SocialBakers

Ready to turn on the artificial intelligence?  Check out the AI-Powered Social Media Marketing Suite from SocialBakers.  Be a Master Marketer with Content Intelligence that provides details on A/B campaigns and what your consumers & prospects prefer.  Check out the full suite of features:

  • Audience Personas
  • Social Media Management
  • Social Media Monitoring
  • Community Management

Emma

Focused on the personal element for your company’s marketing?  Emma’s Content Creation is an easy to use interface that provides a personal but professional email campaign as a result.  With seamless integration with various CRM systems, Emma is the service you need to create beautiful emails that provide great ROI.  Also included in Emma’s services: 

  • Marketing Automation
  • Personalized triggers & follow up emails (tracking the journey of the customer)
  • Ease of use (speed & design) Email Editor
  • Email Analytics

    Google Trends

    Need to know if people are searching for your product or service online?  Well go to the source, Google Trends.  Explore what the world is searching to help narrow down your customer locale with global heat maps and compare keywords to see which provide better results.  Use the Historical Search Database to see what is trending in searches, and use the analysis feature to find related topics and queries.  Click the link below to take a short Google Lesson on how to effectively use Google Trends. 

LESSON: https://newsinitiative.withgoogle.com/training/lessons?tool=Google%20Trends&image=trends

AppAnnie 

Going Mobile?  Who isn’t now a-days?  Take AppAnnie for a spin and see how your business ranks in the app market with data & analytics. How much should you charge for access to your app? How can I ensure my app is driving engagement & targeting the right audience?  AppAnnie knows it all, and can provide a lot of knowledge for a little.  Check out AppAnnie:

We know there is a plethora of great software, knowledge base, and tools in the marketing game today.  We hope you enjoyed the tools we use to help make our marketing efforts successful.

Check back this week for more exciting insight into the brave new world of Marketing!

What do you think about the tools of the Digital Marketing Trade?  Give us your thoughts and feedback by clicking the survey link below!

https://www.surveymonkey.com/r/3ZR7TXZ

Help us win the weekly vote!

Read more from us!

The Social Media Bunnies Evolution


Lessons Learned

The Social Media Bunnies took on this Social Media Marketing challenge by finding topics that interested us and collaborating to write fun blog posts. The first strength we recognized in our team was the comfortability with different social media platforms. Pooling our networks and social media accounts, we decided to market on Reddit, Tumblr, Facebook, and Twitter as our main channels. In addition, we decided to write articles with specific mediums in mind so that our article would both get views and follow the social norms of the platforms. Throughout this project we learned lessons that will help us moving forward in our careers. Stay tuned while we discuss three factors that had the biggest impact on our blog posts.


1. What is the value of a six second duration session of a Reddit User?

The Social Media Bunnies undertook our competition for viewers (sessions), click-through (bounce-rate), and length of time on the site (session duration). When writing articles, we considered the medium when deciding on a topic for the week. While considering the channel for certain topics, we did not originally consider the effect of these channels on the metrics we were measuring.

Reddit and Tumblr campaigns caused the number of sessions to skyrocket in a short amount of time, with the page duration inversely plummeting toward zero.

Earlier Sharings of Reddit & Tumblr Fame – Analytics

The 2,121 viewers during this time period solidified the Social Media Bunnies’ place as #1 for the number of sessions. In the past weeks, we have focused on sharing through Facebook, Twitter, and LinkedIn as our channels of choice. The effect on page duration and bounce rates is staggering.

Past Week of Facebook, Twitter and LinkedIn Sharing – Analytics

When comparing these strategies, another question comes to mind. In the ever changing world of social media and content marketing, what is the value of a six second session from a Reddit user? Did the content soak into the viewer’s brain during those six seconds, enough to make a lasting or at least subconscious impression? The overarching question of numbers vs. substance comes to mind. In our case, the numbers won while the duration lagged behind.


2. Social Norms and Mediums of Choice

It is crucial to understand the micro-cultures on each of the websites that you choose to engage in,  tone and ideas can make or break your article. Posting and engaging in the domains you are most familiar with is strongly advised  It also helps to use the resources you have at your disposal, such as knowing your neighbor is a strong influencer on Twitter. Catering your content to your strengths can get you a running head start to achieving your goals.

Social Media Bunnies wrote a Pokémon article because one member had a large network for Pokémon on Tumblr. However, because we wrote the article with a negative spin Reddit reacted badly. Reddit didn’t like how we talked about Pokémon Go needing to be revived because they were still very much active in the game. If we had written the article or at least titled it with a more positive spin, Reddit may have reacted more positively. However on Tumblr it did very well and due in part to having an engaging and original photo that was enticing to click.

We made a crucial mistake with “Apple Goes to the Dark Side”. We were able to keep the article on the first page of the Apple subreddit and getting a landslide of viewers, we violated one of the subreddit rules that forbids users from posting their own content. We would have gotten away with it but we reacted to comments in an attempt to increase engagement and the subreddit realized that we had posted our own content. As a result, the article was taken down and our largest sources of (potentially viral) views was cut off. In addition, one of the Bunnies was banned from Reddit.

Social Media channels are designed for connection. But the connections have norms of engagement, and the network is not forgiving if you violate their rules


3. Dropping the Ball on Bounce Rates

Bounce rate is the percentage of users who land on your website and decide to leave without going to a second page. A higher bounce rate, such as our bounce rate of 95%, indicates that we were not successful in convincing users to stay on our page to digest our material. Our team could/should have counteracted this by incorporating more links and/or multiple pages into our material. This would have been the best strategy to keep users on our pages, however we failed to incorporate this piece of advice. Any bounce rate above 80% is considered very poor by Google Analytics standards and even 70-80% is not is not ideal. One of our biggest problems in this regard is that we boosted our posts on sites such as Reddit and Tumblr, which are not known for creating low bounce rates.

The lowest bounce rate we achieved, was 40% from an email campaign from our United Airlines article. This is only based off of five sessions which suggests that linking our material to the most intended audience, was the most effective way to bring down bounce rates.

Recently, one of our Bunnies did go through and added relevant outside links to such articles as “Apple Goes To The Dark Side”. While we are still waiting to see the result of this effort, we are confident that it will bring down the bounce rate over time and encourage search engine optimization.

Analytics by Landing Page

 


The End Result

Analytics Overview by Campaign

Throughout this experience the Social Media Bunnies succeeded in our goal of garnering the largest number of views but fell short in the duration and bounce rate categories. Our primary mediums of Reddit and Tumblr were conducive to this sort of outcome. Connecting our content to trending topics in the social media sphere, such as Star Wars, Apple, Pokémon, and United Airlines, enhanced the effect of our chosen channels. The flashy name on the content can get clicks, but to be able to appeal to all the various segments within this interest group is a task for only the most herculean marketers.


Social Media Bunnies Out.


Review our previous works:
  1. The Top Five Corporate Social Media Cage Matches
  2. Apple Goes to the “Dark Side”
  3. Can Pokémon Go Be Revived?
  4. The 5 Secrets to Social Media Marketing
  5. Social Media #struggle: United Airlines
    1. United Take Your Turn
    2. United & THE INCIDENT
    3. United’s Response & The Backlash
    4. What Comes Next for United?
  6. The Social Media Bunnies Evolution: Lessons Learned