social media strategy

Marketing in the Digital Age: News Round-Up (week ending Feb 2, 2018)


Why isn't Google or Facebook threatened by Amazon's projected $8 billion ad business in 2019?  Because they will be playing in different playgrounds... 

Instagram Is Turning into Facebook and That's Bad

Summary: Instagram is getting transformed into many of the facets its big brother Facebook has: ads are increasing in frequency, seeing recommended content from people you don't know, and even showing when users were last active.  

Opinion: This article was the opinion of the author, and I agree with many of the points made.  Instagram was built as a different platform from Facebook, and it's why its popularity grew.  Morphing it into another version of Facebook will strip away the reason why people use Instagram.

Amazon Ad Business

Summary: At a projected $8 billion in revenue by 2019, Amazon's ad business still isn't a threat to Google or Facebook. Why?  Because as Google and Facebook are looking to pull dollars from traditional media spending and digital ad budgets, Amazon is focused on the trade promotions arena (think in-store promotions, coupons, and samples).

Opinion: With the mass amount of data Amazon already has on its customers, moving into this new ad world can surge new life into the trade promotions arena by expanding advertisers spends in this area.  

Snapchat Launches Snap Store

Summary: Snapchat has launched a store in its platform, which you can find by searching for it or via Snapcode.  You can buy t-shirts, hats, and merchandise with Snap branding on it.  

Opinion: I've never been a fan of buying clothing or merchandise that sports a brand's name.  I feel like I should be paid to advertise for them instead of the other way around, but, hey, if it's your thing, the Store is waiting for you.   


IMAX's Social Strategy: How To Drive Fans to the Silver Screen with the 4-Inch Screen

MAX's executive director of digital marketing shares four social strategies every marketer should keep in mind.

IMAX is perennially known as the world's most immersive cinematic experience. As an innovator in entertainment technology, IMAX develops a suite of tools — from cameras and re-mastering software to projection and sound systems — that allow today's leading filmmakers to produce the highest quality images and sound and connect with audiences globally.

So, how do we communicate the value of the IMAX experience to today's moviegoers? We're geeks at heart and aim to attract the same and more. Social media has proven, and continues to prove, to be an effective and economical medium to communicate with our fans. Here are some of the strategies we use across our social channels to build and grow a community around our brand.  

The Equalizer: Not all social is the same

Although it can be tempting to treat Instagram, Facebook, Twitter, and Snapchat equally, these are distinct channels and should be treated as such. As a fan of the brand, what's the point of getting fed the same content across different platforms (especially when each platform has its strong suits, like Instagram's visual appeal for example)?   

We try to use different channels for different purposes. Facebook, for instance, is a channel where we post film announcements, video content, and community interaction opportunities. Instagram, however, is a place where we visually showcase our exclusive art, red carpet photos, and other engagements to give our fans a behind-the-scenes look.

Batman, Wonder Woman, and Belle: Core audience and newcomers

IMAX's core audience is the fanboy and fangirl. So when it comes to superhero movies, IMAX is a natural pick. Throughout the years, we've nurtured these fans to develop an affinity for IMAX and become our built-in audience. However, we're expanding outside this core demo with additional movies, like La La Land and Beauty and the Beast — allowing us to add to our community and convert new IMAX customers.

The challenge? While IMAX may be a natural fit for these new audiences, some people have not experienced the brand yet and, therefore, aren't as familiar with it. To draw these new audiences to the theater, we emphasize complementary aspects of the IMAX experience. While our core fan group may be attracted to camera usage and aspect ratios, for instance, our complementary fans may appreciate IMAX's clearer sound quality. It's about focusing on what appeals to each audience.

Resident Evil: The vocal dissenter

For the most part, our social channels are safe spaces where our fans can engage as a community. Still, no matter how smart, funny, and attentive we are, we aren't going to win everyone over. Like many brands, we occasionally have vocal dissenters on our channels. Social media followers can be particularly vocal about frustration and anger towards a brand—some of which, of course, is justified. We've learned that acknowledging and reaching out to these people for more information can help us ultimately keep loyal customers. So instead of ignoring or deleting negative comments, we make sure to address and help as many people as we can within our resources. 

The NeverEnding Story: The social lifecycle

Social is an important tool and shouldn't be forgotten as a core communication strategy. It's a continuous lifecycle of acquisition, engagement, and retention to keep a happy fan base. Even though it's more work than it appears to be on the surface, the returns are tenfold when you create a community of fans to engage and support your brand.