SajitonTech

Monday, October 1, 2018

Marketers Need To Guide Employee Brand Engagement

Marketers Need To Guide Employee Brand Engagement

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Employee brand engagement correlates with far more than increased productivity. Engaged employees are less likely to leave their companies, more likely to deliver great customer experiences, and are more efficient than their disengaged counterparts.

For example, one grocery chain champions a health-conscious lifestyle and a charitable spirit (consistent with the essence of its brand), which helps employees feel connected to more than their paychecks.

Employee Brand Engagement in Practice

Employee brand engagement refers to how companies shape their work environments to keep even the smallest actions consistent with their brand identity. This is distinct from employer branding, which focuses more on shaping how external job candidates view the company as a potential employer.

For employee brand engagement, marketers must focus internally to influence how their organizations train, communicate with, and incentivize employees to align their daily work with the brand's purpose. After all, how can a brand establish positive impressions for external audiences if internal audiences don’t embody positive, accurate perceptions of that brand?

Engaged employees can be some of the most effective marketing resources. Today’s consumers don’t trust traditional advertising, but many are willing to trust employees. The 2013 Edelman Trust Barometer found that 49% of consumers believe employees are a credible source of information about their employers.

As distrust of direct messaging increases, trust in individuals — even those with direct ties to brands — grows.

Inspiring Internal Brand Advocacy

Once marketers understand that all employees need to align with their brands, they must address the two components of engagement that enable that alignment: content and processes.

Content increasingly includes the concept of brand story — a tool that can be as impactful internally as it is externally. Marketers spend so much time convincing consumers to listen to their stories they often forget about their internal audiences. They need to give employees tangible materials that make the story real for them, too.

Two additional content tools that work well for internal audiences are employee value propositions and brand playbooks.

An employee value proposition communicates why the brand should matter to employees (in a manner consistent with the external-facing brand value proposition).

Brand playbooks establish guidelines on how employees should live the brand and which activities fall within brand parameters. Effective playbooks address everything from day-to-day interactions between employees to social-media best practices.

Processes refers to how marketers deliver content to employees. Emails, town hall meetings, formal training — everything should be chosen based on what works best with company culture. An effective brand engagement process isn't a one-off session, but continual efforts that evolve over time to keep the brand fresh in employees’ minds.

Executed well, this vital component of brand strategy can deepen employees’ relationship with their company and increase customer satisfaction.

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October 1, 2018 at 01:07PM

'Unstereotyping' Adland Still A Work In Progress

'Unstereotyping' Adland Still A Work In Progress

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A year ago the UN Women convened the Unstereotype Alliance to rally the global advertising industry to eradicate harmful stereotypes and use advertising as a force to impact social norms. A Monday morning Advertising New York session provided an Alliance progress report.

Unstereotyping is challenging norms like having a panel full of men talking about the future of women, says Phumzile Mlambo-Ngcuka, executive director, UN Women, adding that she won't sit on an all-male panel. (This panel, fortunately, was split equally between genders.)

Unconscious bias is a key reason Interpublic Group is making sure everyone has a voice and contributes their views and insights to the work the company presents to clients, says company CEO Michael Roth. As he points out, if 80% of the women are buying the product, it makes sense to have a female on the creative team.

While the first phase of the Alliance project focused on inclusion, IPG's Roth says addressing tokenism is the most important next step. Creative imagery had diverse representatives without assimilating diverse voices into the creative conversation, he says. "They checked the box," says Roth. "It is more than that."

It isn't just that women have been misrepresented, say panelists. There are stereotypes of religion and color. Women in hijabs don't exist in advertising, says Aline Santos Farhat EVP, global marketing, Unilever.

Panelists agree that this issue starts internally and then these members are able to influence the creative execution. If you aren't associated with an organization that isn't aligned with your issues, then go find one that is. "Life is too short," jokes Roth.

Still, Roth points out that it is hard to boil the ocean, alluding to the fact that change must start somewhere but it doesn't happen all at once. IPG, for instance, began in the U.S., but this is a global issue and you have to bring it to a global platform, he added.

The panel ended by announcing new partners joining the #Unstereotype Alliance that include Ogilvy, Anomaly, HP and GlaxoSmithKline.

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October 1, 2018 at 12:09PM

Sponsorships Get Performance-Based Makeover

Sponsorships Get Performance-Based Makeover

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For an industry that lives and dies on performance, live sports are late to the game when it comes to metrics that reflect the performance of brands’ sponsorships.

Players know their compensation is based on their performance. Sports franchises know their teams’ performance influences in-person attendance and TV viewership. And brands know that with increased player and team performance comes increased sponsorship costs. But how can brands tell if all of this good performance is translating into value for them?

Brands have traditionally made sponsorship decisions based on where their logos will get the most on-camera visibility. They consider factors like a team’s popularity, its high-profile players, in-person attendance and live TV viewership.

This no longer fully reflects how TV events are consumed. Viewers still watch sports during live broadcasts and in-stadium, but just as many watch on their own time through social media and other digital channels.

Sponsors’ expectations have also evolved. They’ve become accustomed to digital metrics that don’t just track views and impressions (awareness), but also track the actions taken as a result of awareness (attribution).

This is the long way of saying that sponsorship metrics need a performance makeover.

To provide value and relevance to brands, they must accomplish three things: 1) Allow brands to make buying decisions and incentivize based directly on the properties’ performance. 2) Take into consideration both in-game and out-of-game exposure across digital, offline and traditional TV channels. And 3) understand what actions viewers took as a result of exposure to sponsorships.

1. Whose performance should be incentivized?

Anheuser-Busch InBev recently took matters into its own hands by introducing its own incentive-based sponsorship model. The beverage company is now working with team and league partners to reimagine its payment model. Instead of a flat sponsorship fee, it has begun paying a base compensation plus incentives for good performance by the team—and, by association, the sponsorship itself.

For instance, making the playoffs or attracting increased attendance could trigger increased sponsor dollars for a team.

This model gets closer to rewarding direct impact on the brand but is still rewarding awareness rather than direct brand KPIs. That’s because it’s based, at least partially, on traditional thinking: good performance by teams and players leads to more exposure.

A more direct approach would be to implement a measurement model that rewards the performance of the sponsorship itself by tracking and correlating key factors related to a viewer’s screen: a logo’s persistency (length of time on screen), and its size and position on screen, across all in-game and out-of-game appearances.

2. How do you measure the full scope of sponsorship performance?

Sponsorship measurement currently focuses on in-stadium activation while only beginning to scratch the surface of TV and social audience measurement.

Today’s sports fans leverage multiple devices across multiple channels and platforms (sometimes simultaneously) while spectating at home. This dynamic viewing environment requires a holistic measurement model to best understand how TV, digital and social relate and influence one another.

Finally, out-of-game sponsorship appearances are rarely, if ever, included in performance metrics. Given the number of replays, rebroadcasts, highlight reels and post-game shows around any major league sport, brands are missing half the story.

3. What will success look like?

For athletes, success is pretty black and white. For advertisers, it’s always been about awareness, but only because awareness leads to action, which TV advertisers haven’t traditionally been able to measure.

As TV continues retroactively adopting and applying digital-like metrics, however, brands are getting closer than ever to attributing TV exposure to specific viewer actions, such as sales or direct engagement.

The ideal scenario is for advertisers to be able to start, not end, with the question, “How many times did my target audience see my logo?” The natural follow-up questions they should be able to ask are: “What did viewers do next: visit a nearby store? Go to our website? Follow us on social? Buy something?”

Understanding TV viewers at this level of granularity is far more difficult than understanding their digital counterparts, but TV data providers have already made it a reality — one that should only keep getting better.

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October 1, 2018 at 12:09PM

Facebook's Latest Privacy Breach Could Mean $1 Billion In Fines

Facebook's Latest Privacy Breach Could Mean $1 Billion In Fines

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Facebook could be facing over $1 billion in fines for its latest privacy breach, which exposed at least 50 million user accounts.

European regulators are considering a fine in the neighborhood of $1.63 billion, The Wall Street Journal reported over the weekend.

Facebook’s lead European privacy regulator, Ireland’s Data Protection Commission (DPC), made its concerns public, on Sunday.

In a tweet, the DPC said it is “awaiting from Facebook further urgent details of the security breach impacting some 50m users, including details of EU users which have been affected, so that we can properly assess the nature of the breach and risk to users.”

In response, Facebook tweeted: “We’re cooperating fully & will share more info with you as soon as we have it … We take this issue very seriously & are committed to understanding exactly what happened … We’ve also taken immediate action to protect people’s security.”

On Friday, Facebook said its engineering team had recently discovered a security issue affecting roughly 50 million accounts.

Specifically, hackers exploited a vulnerability in Facebook’s code that impacted “View As” -- a feature that lets users see what their own profile looks like to someone else, according to Guy Rosen, VP of Product Management at Facebook.

“This allowed them to steal Facebook access tokens, which they could then use to take over people’s accounts,” Rosen explained in a post. “Access tokens are the equivalent of digital keys that keep people logged in to Facebook so they don’t need to re-enter their password every time they use the app.”

Reacting to Facebook’s latest privacy breakdown, analysts said the social giant has an enormous responsibility to protect users’ information due to its immense size.

“The fact that a breach at one company can impact tens of millions of users is troubling,” Jeff Pollard, vice president-principal analyst at Forrester, said on Friday. “Attackers go where the data is, and that has made Facebook an obvious target.”

“Facebook needs to make limiting access to data a priority for users, APIs, and features.”

After first learning about the breach on September 25, Rosen said Facebook fixed the vulnerability and informed law enforcement.

Facebook has reset the access tokens of the approximately 50 million accounts known to be affected by the hack, and is currently resetting access tokens for another 40 million accounts that have been subject to a “View As” look-up in the last year.

Facebook has also temporarily turned off the “View As” feature while it conducts a thorough security review.

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October 1, 2018 at 10:40AM

Beto: Betting On Social Media

Beto: Betting On Social Media

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U.S. Senatorial candidate Beto O’Rourke is cool. His opponent, Ted Cruz, is not. That battle has already been fought and won.

O'Rourke was in punk bands. He jammed with Willie Nelson on some pro-marijuana songs. O’Rourke namechecked “The Clash” in his big public debate with Cruz.

“I want to make sure that, again, we’re are not giving away to corporations or special interests,” O’Rourke said. “That’s what Senator Cruz would do, thanks to the contributions that he’s received from those political action committees. He’s working for the clampdown and the corporations and the special interests. He’s not working for the people of Texas.”

The Clampdown. Rock on!

O'Rourke’s actions are tuned to reach voters via social media. A Twitter video went viral, showing O'Rourke criticizing police brutality against black men while speaking in a primarily black church.

But the irony is that it didn't come from O'Rourke’s campaign. Instead, it was posted in a tweet by Cruz titled "In Beto O'Rourke's own words” attempting to turn his Twitter popularity against him.

This is the marketing challenge of running a local campaign on a national platform. Different audiences hear and see different things, often amplifying what they already believe. Changing minds and votes is significantly harder.

"How can we continue to lose the lives of unarmed black men in the United States of America at the hands of white police officers? That is not justice. That is not us. That can and must change," said O'Rourke.

Back in August, NowThis News posted O'Rourke defending the rights of NFL players to kneel during the national anthem to protest against police brutality.

Cruz claimed that O'Rourke said that police officers are "the modern Jim Crow," which O'Rourke denied. Important to note that he doesn't say that in the video.

So, polls notwithstanding, is there a possible win for O'Rourke?

Important to remember Texas hasn't put a Democrat in the Senate since 1988. Cruz won 85% of the GOP nomination for this year's midterms.

O'Rourke raised $9 million online alone in August. From Jan. to July 2018, O'Rourke raised $23.6 million compared to $15.6 million raised by Cruz.

And Cruz is in a strange political box. He was powerfully anti-Trump, even after the election. And Trump famously named him “Lyin’ Ted Cruz.” Now Trump is going to campaign for Cruz, but that won’t be comfortable. Fellow Republican Senator Lindsey Graham memorably said in 2016 that "if you killed Ted Cruz on the floor of the Senate, and the trial was in the Senate, nobody would convict you."

Which is why the issues of “non-voters” loom so large for Texas and Democrats nationwide.

Texas has a history of very low voter turnout. During the 2014 midterms, just 28% of the state's eligible voters went to the polls — the lowest rate in America. In particular, racial minorities, who are more likely to vote for Democrats, are among the least likely to vote.

"For a couple of decades now there has been a 'demographics is destiny' narrative that has existed," Manny Garcia who is with the Texas DNC, said. "And sadly for many of those years, it seems like base Democrats — communities of color — were taken for granted."

Years of gerrymandering, voter suppression, and unspoken fear has kept many of O'Rourke’s voters out of the voting booth. So in Texas, as in the nation, voter turnout is key for marginalized Americans, and keeping people home may be a key strategy for the GOP.

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October 1, 2018 at 10:03AM

Rite Aid Launches Flu Season Campaign

Rite Aid Launches Flu Season Campaign

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Just as the leaves are beginning to turn colors and the temperatures are dropping, Rite Aid is back once again during the fall season with a campaign to remind people to get their flu shots.

This 2018-2019 flu immunization campaign is the first work to debut from Havas North America, Rite Aid’s new AOR, and its Well Village team.

The creative is themed around how Rite Aid gives flu shots so people don't miss important events, like anniversaries, “the big race,” family trips or blowing out candles on a birthday cake. The messaging was specifically designed for a wide appeal to make itself relevant for as wide as audience as possible, says David Abelman, executive vice president, marketing, Rite Aid.

This campaign also incorporates a "flu free community" message into all facets of its outreach to remind people that "it takes everyone stepping up," says Abelman, adding that to ensure this mass immunization mindset, "we must find a way to connect in a way that speaks directly to them."

The media buy includes radio, TV, social media, mobile, out-of-home and PR, along with a digital marketing plan. In addition to a nationwide campaign rollout, Rite Aid is developing tailored messaging for select regional markets where the retailer has a strong footprint, including Cleveland, OH; Detroit, MI; and Harrisburg, PA. For instance, Ohio's OOH will state, "We give flu shots so you don’t miss the big race,” a nod to the Rite Aid Cleveland Marathon. And Michigan's will recognize Detroit’s Thanksgiving day parade.

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October 1, 2018 at 09:23AM

Request For Submissions: 2018 Agency Of The Year Awards

Request For Submissions: 2018 Agency Of The Year Awards

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MediaPost is seeking nominations for our annual ”Agency of the Year” Awards. If you would like to nominate any candidates in the following categories, please contact joe@mediapost.com by Nov. 2:

MEDIA Agency of the Year

OMMA Digital Agency of the Year

Holding Company of the Year

Social Agency of the Year

Search Agency of the Year

Mobile Agency of the Year

Creative Agency of the Year

Client of the Year

Supplier of the Year

Executive of the Year

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October 1, 2018 at 07:37AM