In an Era of Donald Trumps and Kim Kardashians… Be Like Them by: Carlos Alguera

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By: Carlos Alguera

Personally, I dislike these two humans, I think they embody many of the qualities that I passionately despise in people such as: Stupidity, racism, classism and others. But despite my almost hatred towards them, I got to respect how they’ve managed to build their brand.

Let’s begin with Kimberly Kardashian West, a social media icon with 99 million followers on Instagram, 51 million on Twitter, and 30 million on Facebook, she can reach over 100 million people all around the world, she has more followers that several countries have inhabitants, but why is she so famous? That’s a great question, well, there are many reasons, not only she was the step daughter of Olympic hero Bruce/ Katlyn Jenner, she’s the daughter of the late Robert Kardashian, and who is that gentleman? You might ask, well he was only the lawyer of Orenthal James Simpson in the trial The people of the state of California versus OJ Simpson, a case that caught the attention of the whole country, in which he (OJ) was found not guilty despite the vast amounts of incriminating evidence. This trial got the Kardashian family on the Radar of the media, then Kimberly started making guest appearances in Paris Hilton’s reality show as her maid/BFF, but it wouldn’t be until her big break, her sex tape with hip-hop artist Ray-J. The scandal surrounding a leaked sex tape between a celebrity and a socialite caught the attention of the American people, then this gave the family reality show, Keeping up with the Kardashians rating through the roof, from that point on, everything the Kardashian touch pretty much gets turned into gold, despite not going to college, despite being labeled as dumb, and despite their constant scandals, the Kardashians have managed to turn stupidity and eccentricity into a money making machine. Just so we can put into perspective, it is estimated that an endorsement from Kim Kardashian on her Instagram is worth about one million dollars, yes, you read that right, for that nice lady to endorse your product with one picture on her Instagram, you got to pony one more than $999,999.

But if that is not enough, we have another social media influencer that now is probably worth more than the beloved Kim Kardashian, and who is this nice gentleman? Well he sits in the oval office and signs papers for living, yes, you guessed it, Donald J Trump. Just like Mrs. Kardashian, Donald Trump was born into a not so poor family, then he went up to amass a large fortune and become a celebrity on its own right, as an eccentric businessman, he creates the Trump brand, this brand contains a lot of products, from ties and suits, to luxury properties, Mr. Trump managed to sell anything that he stamped his last name on.

Now that he has been sworn into office, he has scaled to another level, with millions of followers on his social media accounts, the president of the United States famously uses his Twitter account to rant on whatever he feels like, and millions of people listen to him, whether they like him or not, that is a completely different story, the bottom line is that people listen to what he says. On top of its “army” or followers, Mr. Trump managed to catch the attention of every media outlet possible, with his eccentricity, he managed to catch as many headliners as possible during the election, that helped him voice his campaign virtually better than any other candidate, and eventually awarding him the victory.

But if that is not influential enough Mr. Trump can influence business by the sole association of them to his name. This might sound good, but well, not always, some examples are Under Armor, Uber and others. All this company’s CEO’s were deemed Trump supporters, immediately taking backlash by the detractors of the 57th president of the United States, not only being associated with all the negative connotations of Donald Trump, but hurting their stock price.

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Greece and Social Media

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Greece. Despite the financial hardships and the politics surrounding the country, Greece is known for its beautiful islands, historic sites, and rich  culture (no pun intended). But in spite of the most recent financial issues in 2015, tourism has been relatively unaffected if not growing. How has the country been able to keep their tourism sector strong and what are some things that they can do to make it even stronger?

Greece is one of the most visited countries within Europe and is one of the most popular tourist sites in the world. It houses some of the world’s most ancient ruins such as the Parthenon and Delphi, as well as a vast number of beautiful beaches and islands such as Santorini and Mykonos. Tourism accounts for 17.3% of country’s GDP and represent about 19.4% of the country’s total employment.

Although the country has experienced tourism decline in the years of their economic crashes (first in 2008, then 2012), in their most recent bailout, they saw a growth in tourism with a total of over 23 million people visiting the country. Their most touristed areas ranked from high to low include Athens, Santorini, Mykonos, Delphi, Rhodes, and Corfu. These areas all dominate the coast and island areas of the country.

Currently in order to promote tourism and keep the sector one of the most important to the Greek economy, the country has taken several crucial steps. Greece uses dominant social media platforms, such as TripAdvisor, Expedia, Contiki, Kayak etc., to offer deals on vacations and hotels to countries everywhere where there is a relatively high percentage of disposable income such as the US, Europe, the UK etc. Furthermore the Greece National Tourism Organization (GNTO) started a social media campaign of 7.5 million euros to use social media to target different countries and promote travel to Greece. For example they expanded their visitgreece.gr page to offer new targeted languages such as Russian, Chinese, German etc. Additionally, they created joint advertising programs with major airlines and tour operators within France, Germany, and the Scandinavian countries to facilitate more tourism growth. For example the first thing that shows up when you google ” Greece” is the KLM or Royal Dutch Airline website, promoting its travel. Additionally we are seeing a growing presence of Greece’s popularity on platforms such as Facebook, Snapchat and Pinterest. GNTO continues to try and propel this tourism growth by attending tourism fairs and staying relevant by maintaining chic and modern accommodations.

However, in an article written by Kyriakou, Mpregkou, Blanas, Belias, and Koustelios, they look at how tourism in the country has been affected by social media and highlight the necessary steps in order to keep their tourist growth. They state that, “research shows that tourism related enterprises and corresponding governmental units do not take full advantage of its capabilities”. Therefore in order to take advantage of those capabilities some of the tips that Greece can use to further promote tourist growth using social media is:

  1. Use experiential marketing. Sell the various experiences that Greece has to offer and use social medial to personalize the experience to different customers. Highlight the aspects in which travel to Greece helps people become transformed personally, emotionally, and increase their information capital all while exploring a new place.
  2. Use influencer marketing from YouTube.  As I stated in my previous blog Youtube and the Beauty Industry , YouTube is a growing platform, with over a billion users, that has disrupted a whole industry. By incorporating travel to Greece in famous Youtber’s vlogs, conventions, and marketing trips(Such as Tarte in Bora Bora) the GNTO may be able to peak interest for tourism in a much broader target audience then what they currently have.
  3. Gain a stronger presence on Instagram.  The visitgreecegr and discover.greece Instagram’s are both unverified and only have 199k and 72.6k respective followers whereas discover.la has over 429k followers and that magic blue check-mark. By verifying their account as well as offering deals and giveaways for hotels and airfare can help their accounts gain virality (like the Sunny Co.’s red swimsuit) and more tourists.

Therefore in order to promote tourist growth in Greece, the GNTO should continue their social media tactics as well as use the three tips I highlighted to make it a top destination in the world.  AND if you haven’t already, try and take a vacation to Greece!

Below are some pictures I took on my trip in 2015

Glicorisa, Samos, Greece photographed by: Crisca Papatheodorou
Micro Seitani, Samos, Greece photographed by: Crisca Papatheodorou

 

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Social Media Influencers and the Way Around AD Blockers By: Carlos Alguera

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Author: Carlos Alguera 

With the low tolerance that people have for unwanted ads and the evolution of ad blockers, marketers have been challenged with a titanic task, finding creative ways to reach their audience without annoying them. Let’s admit it, we all hate those ads that separate us from puppy videos on YouTube, the banner that follows us through websites with the product we were browsing for on Amazon, or the car ad that stands between our favorite TV show unfolding and us. So how can marketers advertise without upsetting the content craving/ad-hating audience of today? Well there’s are many ways, one of the most used is sponsored content.

We live in an era in which a pair of shoes are more expensive that some people’s rent. Shoes? Really? Yes, really, but shoes are not just shoes, they are the newest *insert brand of your preference*, and *person you are obsessed with* wears them. For example, the Lebron James soldier 10 shoes, to a person who barely knows about basketball they are just funny looking shoes, but for the NBA fans they are a collectible, a piece of memorabilia that ignorant-non-NBA-loving peasants will never appreciate.

So, you are meaning to tell me that because someone wears some shoes, people will wear them too? Well you are damn right they will. Have you ever found yourself daydreaming about someone, but in a nonromantic-sexual way, more along the lines of admiration and slight envy? No matter what you like, music, movies, sports or pretty much anything, there is someone you admire, someone you respect, someone you would switch lives with in a heartbeat, those people are called influencers.

Because ad-blockers are in virtually in every computer, and because people can’t wait to skip ads, the marketing industry has been threatened, so they turned to the one thing people can’t avoid, other people. There are thousands of want to be models that have a large base of followers in their social media, that gives them reach to thousands of people in a matter of a couple of clicks. Companies have identified the potential of these people and decided to use them as brand ambassadors, for example, my neighbor, she gets swim suits from a Miami base company that probably can’t afford a super bowl ad, so with promise that she will post “awesome” pictures with the product they sent her, they are willing to give it to her for free.

Going a little bit further, there are people who get codes assigned to their account, which allows companies to measure the dollar value that these influencers generate for them. Once you enter someone’s account, you fall in love with a product they are promoting, then you use their code for a discount, and you acquired the product. That purchase was generated by the influencers; therefore, they get a percentage of the sale. Although these margins are small, once multiplied by hundreds of people, maybe even thousands, that generate a good income, based out of one video, tweet, or picture.

So next time you are planning your marketing strategy, take into consideration influencers, they could be a lower cost option for your products, do not underestimate their reach, they have armies of fans, a product properly placed could make a difference between and successful and a failed marketing campaign.

 

 

 

 

 

Personally, I dislike these two humans, I think they embody many of the qualities that I passionately despise in people such as: Stupidity, racism, classism and others. But despite my almost hatred towards them, I got to respect how they’ve managed to build their brand.

Let’s begin with Kimberly Kardashian West, a social media icon with 99 million followers on Instagram, 51 million on Twitter, and 30 million on Facebook, she can reach over 100 million people all around the world, she has more followers that several countries have inhabitants, but why is she so famous? That’s a great question, well, there are many reasons, not only she was the step daughter of Olympic hero Bruce/ Katlyn Jenner, she’s the daughter of the late Robert Kardashian, and who is that gentleman? You might ask, well he was only the lawyer of Orenthal James Simpson in the trial The people of the state of California versus OJ Simpson, a case that caught the attention of the whole country, in which he (OJ) was found not guilty despite the vast amounts of incriminating evidence. This trial got the Kardashian family on the Radar of the media,

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YouTube and the Beauty Industry.

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For any beauty lover like myself, one of the best ways to find new beauty products is through recommendations. Whether it’s someone who works at a beauty counter or through one of my friends, I always prefer getting the input of others who I trust.

Well, the beauty industry has been privy to this idea and has used one of the strongest social media tools to create a major change within its own industry. What is this this magic tool? YouTube.

The relationship that YouTube has created with the beauty community has created a hub for makeup artists, beauty enthusiasts or more commonly known as “gurus”, brands, and beauty consumers to communicate on a common platform to create a win-win-win-win among all parties involved.

For the makeup artists and gurus, it gives them a platform to showcase their skill, talent, and hard work, and it allows them to share what brands they love and use. For the consumers, it gives them insight into the better makeup techniques and brands that the enthusiast/ artists are loving, gives them knowledge about makeup trends that are occurring and gives them a way to talk to artists and gurus that would not normally be available to them. Lastly, with the brands, it gives them an opportunity to work with the gurus to promote their products in a more genuine manner that connects with a broader consumer base. It allows the brands to gain more exposure among different consumer groups and gives the brand more knowledge as to what consumers, artists, and gurus expect and demand from certain brands and products.

Because of this powerful tool, YouTube has in fact changed the way that people within the beauty community buy, consume, and market products.

There are over an estimated billion users on YouTube and 215 beauty brands creating content. There are over 180,000 beauty creator channels, over 123 million beauty subscribers, and beauty brands (such as Maybelline, L’Oreal, Sephora etc.)  own a collective of 4.6% of the beauty community space. Furthermore the beauty space has seen a 50% in growth rate of viewership, engagement, and user participation as well as a 35% increase in viewership of brand-produced beauty content.

This data has some several implication for the beauty community. It demonstrates that people are viewing more gurus, artist, and brand videos  that they trust to not only increase their makeup skill, but to buy the “right” make up products. Viewership has increasingly shifted to mobile use and based on the time of day of usage, more and more people are using these tutorials to help them get ready in the morning and evening. Beauty Gurus are becoming famous for their tutorials and are increasingly working with beauty brands to not only promote the make up brands but also collaborate with those brands to promote themselves to make their own makeup (i.e. NikkiTutorials x TooFaced, Grav3yard Girl and Tarte etc.) People are following more trends and brands through the YouTube space are gaining more visibility and insight into their own community.

Because of this massive growth online video ad revenue gained from these beauty videos has increased and recent revenues from these advertising are reported to be a total of 3.3 billion dollars.

So in order to keep a pulse on whats happening in the beauty community, one cant disregard the importance of YouTube and how its changing this massive industry.

Sources

http://www.refinery29.com/2015/12/99728/beauty-industry-social-media-effect

Beauty on YouTube 2015

 

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The Art of Networking. The 3 Mistakes YOU May Be Making.

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One of the most important things that I have learned as an Undergraduate and Graduate student at Chapman University is the importance of networking yourself. Merriam Webster defines networking as, ” the exchange of information or services among individuals, groups, or institutions; specifically : the cultivation of productive relationships for employment or business.

Chapman stresses networking as an important skill for students to cultivate because it has been found that “85% of all jobs are filled via networking “ This is why networking websites such as LinkedIn have been growing and are becoming increasingly prevalent in the business community. Networking as a practice is extremely important because it helps to cultivate a relationship between individuals in which they can contribute and call on. It helps you stand out as an individual when applying for jobs and it gives you that inside connection to whatever you are interested in. With the invention of the internet, networking has become easier than ever, however issues occurs when people are not aware of the mistakes than can happen when networking between different cultures and use the wrong approach to it.  Here are three common mistakes that are made when it comes to networking.

  1. “What can you do for me” approach. When it comes to networking, it needs to be approached as a dynamic two way relationship that allows for give and take from both parties. It should be treated more like a mentor-ship and a way to gain and give knowledge rather than just what someone can do for you. Thinking of networking as a one way relationship can help to burn that bridges, in which you tried so very hard to make. Thus one needs to approach it as how both parties can contribute to make it a symbiotic win-win relationship.
  2. Being inappropriate and disingenuous.  In networking it is important to be your authentic self, but there is a line when it becomes inappropriate. No one likes the “schmoozer”. And its important to keep the conversation appropriate. A rule of thumb I use to gauge the appropriateness of conversation when making a connection is to be as polite and respectful as possible and don’t say anything that you would feel embarrassed to say in front of your grandma.
  3. Not keeping up with your network. A professor once told me that you should be checking your LinkedIn once a day. Now, I dont believe you need to stick with a rigid schedule such as once a day, but I do believe that you should keep a routine, keep your connections current, and check in with your network occasionally so that the relationships are not lost.

So now that I’ve illustrated some of the mistakes made when networking, its time to get out there, network yourself, avoid these mistakes and grow your career!

For more information on networking, visit: http://www.chapman.edu/students/services/career-development/students/networking.aspx

Sources:

http://www.businessinsider.com/how-to-avoid-networking-mistakes-2017-4

 

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