Ana López on Digital Marketing

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Our class had the pleasure of listening to Ana López, previous head of Digital Marketing for Estrella Damm, speak about her experience and involvement in the journalism field. Through her involvement working with Estrella Damm, it was interesting to learn a little bit more about what goes into digital marketing, advertising campaigns, promoting brand awareness and market analysis of social trends.

Ana López attended school at Universitat Autònoma de Barcelona where she had aurl double bachelor degree in journalism as well as social and cultural anthropology. She then received her masters degree in communications and advertising management at ESIC: Business & Marketing School in Madrid where she learned how to use digital marketing to attract the right target market when promoting a product. During this time she worked as an account director at Marco de Comunicacion. After graduating, she began working as a Brand Manager and later as the Head of Digital Marketing at Estrella Damm in Barcelona.

Estrella-DammEstrella Damm is one of Barcelona’s oldest brands and also a major part of the culture. It is a lager beer brewed in Barcelona and is now available in many different countries around the world. When López began working there, the company did not have much knowledge on the concept of digital marketing as it was just really taking off. She expressed when speaking with us that she was alone, she had no digital marketing department or digital team. López and her team focused on launching advertising campaigns, public relations and media planning. They also completely took over the companies Facebook, Twitter, Instagram and most importantly their Youtube channel.

The same year López starting working for Estrella Damm, they launched a 3 minute music video/commercial. The video was of a Swedish group that no one in Spain had heard of. In just one summer they reached over 2.5 million views on Youtube which resulted in the song being the most downloaded song of the summer in Spain. The video was filmed in Formentera, Spain which became the destination of the year. This advertising campaign increased their brand awareness by 225%.

Over the next couple of years, Estrella Damm focused on their social media presence,awareness
launched smaller campaigns and maintained relationships with key partners. They wanted to collaborate with these partners to grow digitally and expand brand awareness.

Estrella Damm has a different advertising approach as most companies. “Good things never end, there is always something to remind you” is the motto behind most of their campaigns. Spaniards are known for being relaxed so they do not focus on the beer itself but rather the good times that surround the beer and the Mediterranean ways of life. Their Instagram account is a perfect example of their marketing strategy. Right now, landscape photography is a huge social media trend. The goal is to blend in with social media trends as much as possible. Estrella Damm prides itself in being a Mediterranean beer, so instead of having photos of the same old beer bottle on the account, they have put their focus on photos from all around the Mediterranean Sea.

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After years of expanding, campaigning and focusing on digital trends, Estrella Damm had another record breaking video campaign in 2015. The video was a 10 minute short film featuring the famous actress, Dakota Johnson. The video quickly reached 5 million views and was awarded as the best campaign in Spain by Youtube. The campaign increased brand awareness in Spain by 5% which is crazy considering how popular the beer already was. Because of this campaign, they received awareness from all around the world including 30% increase in the UK.

Many things were learned from this class discussion.

  • Communication between the brand and the consumer has completely changed. Because technology and social media have evolved so much in the past couple years, there are many different ways for a brand to create awareness.
  • It is important to match the way you promote to the interest of the target audience. (i.e. using landscape photos on Instagram)
  • Analyzing the target audience (or place) is necessary. It is important to focus on the motivations and demographics of the area.
  • Make messages short, sweet and clear. This way, people will remember the little things without overanalyzing.
  • Companies need to start using technology and social media to digitalize their advertisements and campaigns because of how far they can reach audiences.

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Google Tools for Journalists

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Google is the most popular search engine in the world, racking up roughly 1.6 billion visitors every month. Some people argue that Google knows more about us than the government does. This is because people are constantly searching everything, all the time. Who is Justin Bieber Dating? Google it. What is the best restaurant near me? Google it. When will Donald Trump be impeached? Google it, Google it, Google it.

Because it seems that Google knows just about everything, they have set up multiple tools to help people access information as efficiently as possible. Journalists have picked up many of these tools to help them gain access to information and use it towards their everyday work. Here are some of Google’s most popular tools:

Google Search:

This is by far the most simple and common tool that Google offers. Everyone uses it, it is free and there is no special way to access it. It is simply just the first thing that pops up when on Google, a search bar. Users can type anything into the search bar and thousands of links will popup. The results are shown in order of popularity, your search history and your most commonly used sites.

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As shown above, Google searches can be separated into segments depending on what you are looking for. News will give you the most recent news articles relating to the topic. Videos and images separated simply the visuals of the topic. Lastly, different tabs will appear based on what you are search like maps, shopping, flights or books.

Google Alerts:

Google alerts is one of the most common digital tools used by journalists. It sets up a google-alerts-bellsystem that notifies you every time a new article is posted about your specific topic. You can set up alerts about anything you want from politics to puppies. It is very simple as all you have to do is set up an alert on any topic and Google will either email or text you when needed.

How to create a Google alert:

  1. Go to Google Alerts
  2. In the search bar type in the topic you would like to receive alerts aboutscreen-shot-2017-02-19-at-2-56-20-pm
  3. Click “create alert”
  4. From there, you can edit your alerts and change notification times, types of notifications, language, how many results you want and what account will get the alert.

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Google Trends:

For journalists, the most important part about their job is making things appealing to their audience. This means that they have to stay up to date on trends in media so readers can stay connected. Google trends makes this easy by giving you access to trends around the world based on popularity, location and whether you want trends from the day, week or year. Here it will give you featured insights that are currently trending:

 

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screen-shot-2017-02-19-at-3-06-20-pmYou can also find out what the most popular searches are at the moment. For example, if you are doing an article about the current election in France and the one of the most common searches in that area are “Who is Marine Le Pen?” and “Who is Benoît Hamon?”, you are going to want to give a brief background about the two candidates.

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Google Public Data Explorer:

Google Public Data Explorer is one of the most helpful tools for journalists to gain access to databases around the world. It provides public data from a range of international organizations and academic institution. It makes large datasets easy to access and understand. They offer everything from case studies and articles to graphs and charts.

Google News Lab:

In 2015, Google decided they wanted to provide training and outreach for journalists around the world so they created Google News Lab. Google News Lab is an online training center that provides in-depth training about Google tools for reporting and storytelling. The sessions last from 1-3 hours and can be done at anytime or at a host organization leading a class. They offer many courses that teach you how to use Google tools in research and writing based on different topics. This includes investigative reporting, data journalism, multimedia storytelling, safety and security, verification, publishing and monetization, AMP and Youtube.

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