Weekly Round-Up #5

This was an extremely eventful week for The Voice. The show tweeted excessively throughout the past few days, keeping its fans in the loop as the new episodes premiered on Monday and Tuesday. Yesterday, the show tweeted "Now that you've met the first members of our Season 6 family, have you decided what team you're on? #TheVoice." This tweet is perfectly consistent with the friendly and playful competition that the judges engage in. Due to the consistent tone and content of the tweet, The Voice builds its credibility and a reliable brand. Additionally, by referring to the contestants as part of the The Voice's "family," the show employs pathos by appealing to the basic human desires of wanting to feel included and cared about. The show prides itself on having judges who truly care about their team members, and this tweet definitely reaffirms that. I do think that perhaps the show was on Twitter overload this week, but that is understandable considering how hyped up the premiere had been. I am interested to see how The Voice's tweets will evolve now that the show actually began.

I was pleasantly surprised by Maroon 5's tweet this week. The band posted a picture displaying two of its members with a group of individuals who were volunteering for a cause. The text reads, "James and Mickey spent the day with @reverbrock's great volunteer team, working on their new #FREEHB facility in LA." This is exactly the type of branding that I've been waiting to see from Maroon 5. Because the guys in the band have created such a laid-back, approachable image for themselves, it's so important for them to show how they interact with their fans and the community. Since there are 5 members of the band, it may be difficult to tweet about causes that are important to each member individually. However, this tweet displays a sense of unity among the band, as well as an involvement in civic responsibility. This type of image adds to Maroon 5's credibility as artists and people, and enhances their overall image. This is definitely strategic and effective marketing.

Although Starbucks is usually my best of the week, its tweets were limited and not as engaging this time around.This week's tweet exemplified logos, by simply informing the readers about which types of syrups are available year-round. This could definitely be useful and informative to Starbucks customers who want to try a new type of drink, or those who didn't even know certain syrups existed. The company is definitely effective in sharing the message it wants to get across, but it just doesn't incorporate any of the creative tactics that the brand usually employs. I included a screen shot of the number of re-tweets and favorites the tweet got, just to illustrate how popular the brand actually is. Even such a plain, informative post got over 1,000 re-tweets, and over 6,000 favorites. This displays the type of credibility that Starbucks has with its fan base. 

Weekly Round-Up #4 (& Weakest Campaign)

This week I was actually impressed with all three brands. To start, the Voice tweeted a picture of Usher with his hands in the air, captioned "In 4 days, 4 coaches return to 4 chairs...4 you? Yes, for you! #VoicePremiere." This type of branding is really effective because of the play on words, and and the playful tone and language employed. The show demonstrates logos by simply informing its audience that the premiere is quickly approaching. However, the clever caption and emphasis on the number 4 definitely catches the readers' attention and adds some personality to what could have otherwise been a mundane post.

The Voice has consistently done a great job at getting its fans excited for the upcoming season. The show constantly tweets reminding its fans of the air date, and asking what they're most excited for. The show effectively engages with its audience, exemplifying a pathetic appeal by giving the fans something to look forward to. This particular tweet also features a picture of Usher, the new judge on the upcoming season. By displaying him with his hands up in the air, The Voice is evoking a sense of pride and accomplishment. This is evidently the type of description that the show wants its fans to associate with The Voice and the judges.

Although The Voice effectively accomplished its goal through its clever tweet, I have to give it to Starbucks for the most creative post of the week. The company tweeted, "Latte + caramel syrup + toffee but syrup + cinnamon dolce syrup = #FitForAGriffyndor." The tweet also featured a picture of a Starbucks cup, with "The Boy Who Lived" written where the name of the customer usually goes. In case you didn't know, the company is making Harry Potter references, and is employing all three rhetorical appeals as a result. 

Firstly, the company demonstrates logos by relaying information to its customers about new syrup flavors in a simple and easily understandable way. But perhaps more interestingly, the company establishes ethos by associating itself with the extremely popular Harry Potter phenomenon. By insinuating that a Starbucks drink is good enough for "a Griffyndor" (aka Harry Potter), the company expands its credibility. Additionally, by aligning itself with the Harry Potter saga, Starbucks opens itself up to a much larger audience of die hard fans, which is an extremely effective marketing strategy. 

Although Maroon 5 was still the weakest of the week, the band's post this time was more engaging than previous tweets. The band tweeted: "#TBT to the set of the #OneMoreNight video!"The tweet was accompanied by a picture of lead singer, Adam Levine, in a boxing ring with no shirt on. This was clearly an effective pathetic appeal because Adam Levine has a huge fan base of young women. By showing him without a shirt on, Maroon 5 is attracting attention to the band. Additionally, by hashtagging #TBT, the band also expands its audience because anyone who searches that hashtash (which will probably be a lot of people since today is named "Throwback Thursday" by Instagram) will be directed to this post.

Weakest Campaign:

After several weeks of following each brand's social media accounts, I have decided that Maroon 5 has the weakest campaign. While both Starbucks and The Voice have utilized all of the different rhetorical appeals at one point or another in their posts, Maroon 5 usually just employs logos. While this is effective in relaying informative or giving their audience details about an event, it's not the most engaging approach. I am most impressed by tweets that are clever and creative, and Maroon 5 seems to be too matter-of-fact. Although I think the band's brand is harder to market than a TV show or a coffee company, I do think there are more effective ways to engage an audience, and captivate fans' attention.

Social Media Marketing I Encountered in the Past 48 Hours

For the past 48 hours I have kept track of every advertisement, marketing push, branding post, or fundraising request that I encountered through social media. Here are the results:

1. Washington Post Editorial Ad- Sidebar post on FB. Image and text. Didn't click
2. Seamless Ad, "Refer a Friend"-Sidebar post on FB. Image and text. Didn't click
3. Turbo Tax Ad-Sidebar post on FB. Image and Text. Didn't click
4. Steve Madden Shoes Ad, "Discount!"-FB sidebar. Image and Text. Didn't click
5. Old Navy Clothing, "Discount"-FB sidebar. Text and Image. Didn't click
6. Nordstrom ad,"Shop Prom"-FB sidebar. Image and Text. Didn't click
7. RCN, "Discount"-FB sidebar. Image and text. Didn't click
8. 7-Eleven "$1 Coffee every Wednesday"-FB sidebar. Didn't Click
9. Amazon, "20% off, deal of the day-Promoted ad on Twitter. Image and Text. Didn't Click
10. Starbucks Ad "Discount on Baked Goods"- Twitter (I follow them). Image and text. Didn't click
11. GrubHub "Order for Fast and Free Delivery"-FB sidebar. Image and text. Did not click
12. GoodNites "Save $1.50"-FB suggested post. Image and Text. Didn't click
13. Naked Juice "Pack in more goodness"-FB sidebar ad. Image and text. Didn't click
14. Cross Fit "Try a cross fit metro center class now"-FB suggested post. Image and Text. Didn't click
15. Starbucks "Double up on VIA"-FB sidebar. Image and Text. Didn't click
16. Western Union "Now $1 Fee"-FB sidebar ad on FB. Image and text. Didn't Click
17. TMS Depression Therapy-FB sidebar ad. Image and Text. Didn't click
18. 360 H street Apartments "Now Leasing"-FB sidebar ad. Image and text. Did not click
19. Grub Hub "Fast, Free, and Easy Delivery"-FB sidebar ad. Image and Text. Clicked for website
20. Washington Post Editorial-FB sidebar ad. Image and Text. Did not click
21. Shoe Dazzle, "What's in Your Closet?"-FB sidebar ad. Image and text. Did not click.
22. Century Link, "Get Internet, TV, and Phone for one easy price"-FB sidebar. Image and text. Didn't click
23. NBC Olympics-suggested page to like on FB. Image and text. Did not click

After 48 hours, I ended up viewing 23 marketing posts in total. In all honesty, I do not find such branding attempts to be very effective. I was surprised to learn how many of these advertisements I ignore or scroll past on a daily basis because most of the time I don't even realize that I'm being advertised to. When I go on Facebook or Twitter, my goal is not to find new products or discounts because I am more focused on connecting with people. Due of this, I rarely click on these ads or spend time finding out more about the company or organization. I didn't go on Facebook much this week, and I still had an enormous amount of branding ads and posts waiting for me on my newsfeed. This definitely enlightens me as to how abundant these marketing attempts are, and will make me more aware of this on social media in the future.

Weekly Round-Up #3

This week, The Voice continued to rally its fan base by promoting the new season, which premieres in only a few short weeks. Several of the show's tweets provided information about the coaches' new teams, which now includes Aloe Blacc for team Adam. Tweets also included cute and funny pictures of the coaches laughing and smiling together in their infamous red chairs. By continuing to portray the show as such a fun-loving experience, the Voice is clearly establishing its brand and the image it wants to portray.

The following tweet, specifically, reads "FILL IN THE BLANK: I miss #TheVoice because ___." This type of wording strategically parallels a previous tweet, which asked fans to tweet their favorite memories of coaches Usher and Shakira. The consistently of The Voice's language and structure within its tweets definitely adds to its credibility from the perspective of a fan. Additionally, this prompt encourages fans to to reminisce about their favorite memories from prior seasons. As a result, the tweet employs pathos, by appealing to the fans' emotions through nostalgia.

Fans responded very positively to this tweet, as one replied, "I miss #TheVoice because I love the talent, music, fun, personalities!" This is clearly the type of reaction that the show encouraged by posing this question to its audience. The Voice continues to use effective strategies to get its fans' attention, and encourage audience members to look forward to the new, upcoming season.

Interestingly enough, Maroon 5 dedicated a tweet to The Voice coach, Adam Levine, and his new teammate Aloe Blacc. While both the show and Levine's band clearly wanted to attract attention to this news, they did it in different ways. Maroon 5 simply tweeted, "Tune in to @ETonlineAlert for an exclusive piece on @AdamLevine and his Season 6 advisor for #TheVoice, @AloeBlacc." There's a lot going on in that tweet for such a simple statement, isn't there? The band tagged ET online, Adam Levine, and Aloe Blacc, and also hashtagged The Voice. Maroon 5 strategically broadens its audience by connecting all of these fans through just one simple announcement.

The band employs logos by relaying basic information to its audience. Additionally, Maroon 5 also utilizes ethos, and extends its credibility, by linking itself to all of these other entities. This encourages the reader to think of Maroon 5 as not only a source of information, but also one that is widely unifying. Even though this appears to be a simple tweet, I would give the band credit for strategically and effectively sharing the message.

However, I have to give it to Starbucks for best tweet of the week by far. I was extremely impressed with the advertisement attached below. Starbucks retweeted a black-and-white photo sent in by a customer, displaying two men reading newspapers with their Starbucks coffees sitting on the table in front of them. This tweet strategically utilizes both ethos and pathos. Firstly the wording of the message reads, "Sunday Morning, Atlanta-Photo by Customer Cameron Thornton. Kindly shared with us, so we cold share with you." The picture gives us such a warm and cozy feeling that the reader feels compelled to take part in this experience. The fact that the picture is in black and white is also very old-schooled, allowing the company to appeal to multiple generations.

This tweet also gives Starbucks credibility because it shows that the company really appreciates and respects its consumers. The fact that someone wanted to document this scene in the first place also displays how powerful and well-known the Starbucks brand is to begin with. This is a different kind of tweet than Starbucks is usually known for, but I think the change in structure is notable and significant because it pleasantly surprises its audience.

Social Media Scandal

Social media scandals happen all the time. Many people and organizations do not understand the responsibility that comes along with being in the public eye. While Twitter, Instagram, and Facebook are effective outlets for communicating with fans and consumers, they can also have severe consequences if not used properly. This week, yet another social media scandal has surfaced regarding the current Bachelor, Juan Pablo Galavis. Several weeks ago he was heavily scrutinized for making public anti-gay remarks. But while you may have thought he learned his lesson, he evidently did not. The newest accusation about the Bachelor, and father to his young daughter Camila, is that he sent an inappropriate naked picture to his final rose-winner. This seemed to be a poor decision on Juan Pablo's part, as this mystery woman has apparently been sharing these very personal pictures. 

If I were him, I obviously would have been more careful about sending such scandalous pictures in the first place, After all, he is a father, and is clearly in the public eye now more than ever. However, everyone makes mistakes, and this is clearly something that he will have to address in the future. There is no point in denying the pictures because it is evident that they are of him. In acknowledging this scandal, I would advise Juan Pablo to make a very public apology for his inappropriate behavior, assuring his fans that these photos were meant to be private, and not an accurate representation of the type of person he is or the image he wants to represent. 

"Brands"

In promoting any type of organization, company, or image it is extremely important to have an impactful and recognizable brand. This allows fans and consumers to recognize the product or corporation, and implies a certain connotation along with it. The "brands" of The Voice, Starbucks, and Maroon 5 serve very different purposes while still being effective.

The Voice name and logo implies exactly what the show strives to promote. It prides itself on being the only singing show that solely focuses on the person's voice, rather than what he or she looks like. This is substantiated by the "blind audition," where the judges have their backs turned to the contestants when they decide whether or not they want them on their team. The Voice's brand portrays a lack of judgment, and a focus on the pure talent displayed on the show.

The Starbucks brand includes a very famous logo that almost anyone could recognize. This is because it has been advertised in various different ways, and appears on the cup of every Starbucks drink. Starbucks branding implies a sense of loyalty because it is so recognizable. Starbucks promotes high-quality coffee, and wants its consumer audience to know that they can always rely on the company to deliver their favorite drink. This branding strategy is effective because it creates a sense of credibility and notoriety for the brand. 

Lastly, while Maroon 5 doesn't necessarily have a world-famous logo or slogan, it does have a way of promoting its image. The brand writes and records songs about love and relationships, which are two topics that everyone can relate to. The band's music has a reputation for being romantic and relatable, which establishes and maintains a certain type of fan-base. The name "Maroon 5" implies that there are 5 members of the band, however, the color "Maroon" seems somewhat ambiguous. This also creates a sense of curiosity and mystery that will leave the band's audience wanting to know more. 

Weekly Round-Up #2

This week The Voice really emphasized the upcoming premiere by getting fans excited in various ways. Several tweets were dedicated to the new judges, encouraging fans to tweet their favorite things about Shakira and Usher. Additionally, The Voice emphasized who the coaches' "teams" are going to be this season, paying special addition to The Band Perry, Jill Scott, and Miranda Lambert.

The specific tweet that I am going to focus on for this week is the one posted below. This tweet advertises for the premiere of the new season by informing fans that is is only 3 weeks away. It hashtags "VoicePremier," listing the date, and including a picture of Usher, sitting in his red chair with his thumb up. The message here is very clear: the new season is coming, and you better get ready for it.

This specific post markets the premiere as something that fans should look forward to by creating a count-down until the actual date. This utilizes pathos by making fans anxiously await the new season of their favorite show. Pathos also comes into play here by the image of Usher. He is smirking at the audience with his thumb up, indicating that the new premiere will live up to everyone's expectations, and is worth waiting for. Consistently promoting the date of the new season is an effective branding strategy for The Voice because its goal is to get as many viewers as possible. Fans will have a hard time forgetting the date of the premiere if they are constantly being reminded of it.

Starbucks also used a clever branding technique this week, playing off of the infamous Groundhog Day. While Starbucks spent a lot time marketing its new Caramel Flan Latte on Twitter, I found this particular tweet to be most interesting: "six more weeks of winter isn't so bad. #warmdrinks #VIAcaffemocha #groundhogday." The reason this is so effective is because Starbucks clearly knew that most people were upset upon hearing that winter will last for six more weeks. Starbucks used pathos by taking a negative situation, and framing it in a positive way, making its consumers feel better about otherwise dismal news. This definitely worked to the company's advantage. Since it just came out with new, hot beverages, Starbucks does not want warm weather to come too soon because then the drink wouldn't be as popular. This is definitely a creative and catchy play on words, which can make the reader laugh or even smile.

On the other hand, Maroon 5 didn't have much of a presence on social media this week. The band tweeted about an upcoming interview with member Adam Levine on CBS. This post simply employs logos, as it presents information about an event, and details surrounding it. The topic of the interview is how the Beatles influence Levine's music career. By tagging @thebeatles Twitter, the band is connecting fans who like both types of music. This is effective in relaying information for interested viewers, but other than that it is somewhat dull and bland. But to be fair, the intent of this message is very clear, and it definitely gets its point across. 

"About Us" Page

"EJS Consulting" provides a unique and personalized experience, which invites readers to explore the social media tactics of three huge brands. As the creator and writer of this blog, I will provide my own personal take on the marketing strategies of NBC's The Voice, Starbucks Coffee, and the band Maroon 5. These industries are of special interest to me because they are prevalent in my every day life, and reach millions of people on a daily basis. I intend to transform my role as just an observer/ consumer into that of a critic. In doing this, I strive to find interesting connections, parallels, and contrasts within these social media networks. The purpose of EJS Consulting is to provide a foundation for interest-groups with a stake in these industries to better analyze and understand the goals of these brands. Although I am not asking my readers to buy a product, I am asking them to take time to think about the mindless and mundane posts and tweets that we see everyday. This will hopefully make my readers more aware of the branding strategies that consume us all, and could potentially impact how fans and followers view certain brands. I encourage each individual who reads this blog to become a more active participant in evaluating social media, rather than just a passive bystander.