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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WOMM

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Word of mouth marketing was once as simple as it sounds: she liked the product, she told her 2 friends then they told 2 friends and so on. But now, word of mouth marketing (WOMM) is a much different concept. Social media has completely taken this term to another level. Everyday, consumers use WOMM without even knowing it! Here is some more information on WOMM:

Why should marketers use word of mouth marketing?

WOMM is the staple of all marketing tools. It is easily the most effective as it is reported 92% of consumers trust their friends and family when purchasing a product over an advertising. The main goal of WOMM is to make your customers so happy that they promote you (without you asking them to) to their friends so that your business grows. WOMM is essentially using happy costumers to promote your business. The best part about word of mouth marketing is that it is letting the customers do the work, without them even knowing.

How to use WOMM?

Facebook: Facebook is one of the most powerful social media tools, as people all around the word, at any age will be using this platform. When someone posts positive feedback about your product, it will likely get shares or likes resulting in the product spreading like wildfire.

Amazon: when a customer purchases your product on Amazon, they typically write a review. When customers see consistently positive reviews, they are more likely to invest in the product. If you have a fantastic product- this should be easy.

Trip Advisor/ Yelp: While being abroad, these are two of the most useful tools when reviewing a business. When I am on trips, all I have to do is search for restaurants near me and the best reviewed restaurants will show up. It is simple for me to look at photos of the food, comments on the overall vibe and long reviews. This will allow me to easily decide on a restaurant near me.

Ways to have perfect word of mouth marketing:

  • Customer Service

When a customer is purchasing a product, they expect to be treated nicely. Customer service is one of the most important tools as it is usually the only form of contact someone has with a company. If someone calls your service line and is treated poorly, they are likely to complain to their friends about it. For example: I have tried to call my phone provider many times to fix something, but the customer service is so poor that I had to tweet at them. I even got a couple of retweets which looks awful on a company.1cs

  • Create a good name:

Customers prefer businesses that are trustworthy and honest. If you are respectful and loyal to your customers, they are likely to come back.

  • The 3 E’s
  1. Engage: Listen to your customers, converse with them. The easiest way to do this is through social media. Twitter is probably the easiest way to converse with customer’s as it is quick and easy. @JetBlue is one of the most engaging brands on Twitter. You are likely to receive a response from them very quickly.jetblue-twitter-page
  2. Equip: Provide your customers with what they want and need. Simple: amazing service, better customer service, ability to answer questions, knowledge on the product, refunds or easy exchanges. When you provide customers with these things, they are likely to refer you to a friend.
  3. Empower: Give customers the ability to share their experience with you. Listen to their questions and concerns and allow them to share opinions. When you learn these things, you can use them to create a better business.

Overall, WOMM is the best marketing tool as it is free, easy and customers do the work for you, without even knowing it!

Valentí Santjuan

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Santjuan is a journalist who has used his passion, strength and determination to compete in many strenuous events. He started off running marathons and almost a dozen ironmans (which consist of a 3.86 km swim, 180.25 km bike ride and a 42.20 km run… without a break). But most impressively, completing to Ultramans which is a 3 day endurance challenge composed of a 10 km swim through the ocean, 145 km bike ride (I’m not talking a flat bike ride through a city, they endure climbs of up to 6,000 feet) on day 1, a 276 km bike ride climbing up to 4,000 feet on day 2 and ending with a casual 84 km DOUBLE marathon (because why stop at just one?). When hearing about Valentí Santjuan, I was expecting a bland journalist, not someone so strong, driven, inspiring and passionate about his life and past times even when enduring many hardships along the way.

While Valentí was conquering the world with his strength, he was also running a Youtube channel. Many years ago, Valentí started working in the journalism field. He quickly realized that he was not a huge fan of having bosses and coworkers tell him what to do. He also went through a difficult time ending a long relationship and sadly losing his mom in the process. He realized life is short and this is when he started up a Youtube channel with videos including talk shows and interviews.

Valentí has a couple different Youtube channels based on what the audience is maxresdefaultinterested in. One is radio/talk show style and another  focusing on sports. He explained that is important to make content for everyone or the amount of viewers/ subscribers will be limited. Combined with multiple channels, he has more than 100,000 subscribers and millions of views. His Youtube channels have helped him grow into a popular social media presence.

dddddddThe cool thing about what Valentí does is that he does not have one specific boss. As mentioned in our class he has multiple bosses: his audience, the brands he promotes, his Youtube channel and most importantly himself. His audience is what keeps his channel going, essentially they are the reason his Youtube channel is considered his job. He stated that “without his viewers, he would be nothing.” Second, sponsors request that he incorporate and promote their brand into his Youtube videos or social media platforms. They will pay him for each las-cosas-importantes-deben-entrar-listas_media_1-1441653414395advertisement resulting in lots of money made. Youtube is another one of his bosses in the sense that they control what he can and cannot post. Without the help of Youtube, he would not have viewers. Lastly, he is lucky enough to call himself his main boss. He is in charge of what he wants to promote and post as well as what he does to reach the level he has reached.

While Valentí considers himself a journalist, he also is a Youtuber, a brand, a producer, an entrepreneur, an athlete and an inspiration to people all over the world.

MOJO

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What is Mobile Journalism?

Mobile journalism (also known as MOJO) is a newer form of multimedia that journalists use to gather, edit and share news stories. Mobile journalism is argued to be just as good as any news source however, you must relay on a trustworthy news source. Journalists use cameras, smart phones and tablets to gather all of the information which is later digitally published. However, all you really need to become a mobile journalist is a smart phone. Journalists who use mobile journalism are known as MOJO’s.

How to become a mobile journalist?

Anyone can become a mobile journalist and there are many different tools and tips on how to become the best MOJO. To start, you’re going to want to learn all of the basic steps.

  • Portable Power Device:
    • It seems as though phone battery life is getting shorter and shorter and the most important device needed for mobile journalism is a charged phone. It may seem obvious, but it is probably one of the biggest things that journalists will forget when reporting on a story.  You can get a portable power bank on Amazon for very cheap.

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  • Microphone
    • iPhone microphones are perfect for simple tasks but when it comes to recording important stories or interviews, you may need to invest in a microphone extension. That way you can be sure to get the best sound and footage possible. All you need to do is plug the device into your headphone jack and it will make things easier to record. You can find the iRig Pre on Amazon for just EUR 40!

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  • Call Recorder
    • A lot of times mobile journalists may have to do over the phone interviews. This may be complicated to record as your device will already be in use. MOJO’s have invested in an app called TapeACall where you can easily record calls that you’re already on or calls you are about to make. This helps keep all of your recordings on one device instead of multiple, helping organization. You can get TapeACall on the app store today!

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  • Periscope
    • Periscope is something that has really caught the eye of journalists. Periscope is a video streaming platform used by people all around the world to live stream events, videos, interviews and everything in between. It makes it easy to live stream footage to your followers. People will get a notification whenever you are live streaming and they can rewatch the stream for up to 24 hours after it is officially posted. Periscope is free and easy to use.

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A few tips on how to be good mobile journalist:

  • Always have a fully charged phone.
  • Always have your phone on airplane mode as this will stop incoming phone calls and internet notifications from disrupting your filming.
  • Hold your phone horizontally so that the footage is easy to work with and not accidentally recorded upside down.
  • Always make sure the microphone is not being covered by your hand or being tampered with.
  • If you are recording in a louder area, sick to headphone microphones as they will be closest to the mouth.
  • Check the audio multiple times throughout to make sure nothing goes wrong.
  • Make sure to focus the camera on the person or object you are recording.
  • Make sure you have a stable shot. Preferably use a tripod if possible.
  • Have a backup light source incase you are in a dark setting.
  • Lastly, keep a pen and paper just incase something goes wrong with your device.