As many groups in class have restaurants as clients, I thought this would be an interesting article to bring up. Usually, restaurants try to get their name out there through encouraging positive reviews on sites such as Yelp and Urban Spoon. These are some of the most effective mediums to get consumer opinions across because they are viewed as trusted websites and not to mention the fact that consumer to consumer reviews are extremely effective. 

A San Fran based Italian joint, Botto Bistro, is taking a different approach and it’s working for them. After the restaurant stopped advertising Yelp, apparently the reviews turned negative and some positive ones even came down, which turns our Yelp is permitted to do. Botto Bistro, in turn, decided to act on this and started initiating a campaign to be the worst rated website on Yelp. 

In conjunction with an offensive menu that charges for ridiculous items, they encourage consumers to give 1-star Yelp reviews in return for 25% off pizza. This may seem like a strange marketing tactic but apparently, it’s actually working for them! They are definitely standing out by trying to be the worst reviewed restaurant on Yelp. 

Check out some examples of the reviews they’ve received: 

Check out the article for full details: http://www.adweek.com/adfreak/restaurant-wants-be-worst-rated-yelp-and-reviews-are-indeed-hilarious-160299

For me, this really shows that although these reviews are authentic and give honest reviews of consumer experiences, the over image can be skewed and tailored through Yelp. I now trust Yelp a little less knowing that the have the power to remove reviews and bias the ratings to their advantage. 

There has been a lot of talk and online buzz anticipating the release of the iPhone 6 from Apple. Now, with the power of user generated content, consumer are able to share their thoughts and feelings about new products. 

With Apple arguably being the leader of technology, there is definitely a certain standard that is expected by the public in terms of innovation, design and functionality. Therefore, it is extremely easy to critique their product and also have your opinion heard, especially if it is a one time buy, expensive purchase such as an iPhone. 

There have been tons of reviews and talk about the iPhone 6 since its release. However, the most prominent news story was the fact that the iPhone 6 has been bending when consumers place the product in their pockets. Read the full story here: http://www.ctvnews.ca/sci-tech/iphone-6-tight-pockets-bending-new-devices-frustrating-users-1.2021865. To go even further, a YouTuber with over a million subscribers that reviews the latest technology, has created a video where he tests the malleability of the iPhone 6. 

Watch the video here: https://www.youtube.com/watch?v=znK652H6yQM. He actually ends up bending it a bit using just his fingers! Keep in mind this video has been viewed over 36 million times and it was only uploaded 3 days ago so the world definitely spreads fast. 

Not only has this issue received a bunch of attention from consumers, companies have hopped on this opportunity to promote their products. For example, has created an ad and tweeted about their product while poking fun at Apple’s issue (http://uproxx.com/technology/2014/09/apple-iphone-6-vs-samsung-galaxy-note/). 

Companies can no longer hide from their issues. If there is one, it will be known. Quickly too! Thanks, social media. 

I remember it was about a year and a half ago when I heard that Instagram introduced a video feature, which only made me think they replicated Vine’s strategy. Clearly, I wasn’t convinced this addition would be a big hit. I was wrong! 

This week, Adweek wrote about the 10 Best Branded Instagram Videos of the Week (see full article here: http://www.adweek.com/news/technology/10-best-instagram-videos-week-160196). Of the top 10, the two standout brands included GoPro and Michael Kors. Here are other companies that also made the cut in fashion, celebrity, sports league and TV show categories: 

We learned in class that companies have to be strategic about which channels to deliver their message from. This is the reason why companies have to know their consumer really since it then allows for more effective communicate and strategic reach. 

Companies like GoPro and Michael Kors share the same underlying reason as to why they are so successful on a medium like Instagram—they are both selling products that sell through visual appeal. Instagram is a perfect medium to attract their consumers since it is all about aesthetically pleasing the eye. 

After watching the GoPro video, which features a manta ray being filmed by the GoPro, Instagram videos for brands can essentially be mini commercials. The GoPro video had 143,568 likes and a total of 5.02% audience engagement, which shows that the video had an impact on its audience. 

Now that’s what I call the power of social media. 

Paid, owned and search media is essential to every company with a digital component in their brand. To illustrate this idea and its effectiveness, I will focus on the fashion industry since New York Fashion Week, one of the biggest fashion events of the year, just came to a close. Essentially, within this context, the paid portion in high end fashion are the models, advertisements via print or video, and also PR aspects. Owned would be the website or blog, actual stores, and runway shows. Finally, earned is where the fashion industry has seen a significant change. Social media, specifically bloggers, have revolutionized how people view events such as New York Fashion Week. Through the power of influential bloggers and social media channels, earned media is on the rise in fashion.

Here are some examples:

HootSuite offers a ‘Social Media Guide’ to New York Fashion Week 2014 on their blog that addresses critical hashtags, who to follow, and which channels to look at: http://blog.hootsuite.com/nyfw-spring-2014/

Statistics of social media results in fashion from last year: http://mashable.com/2013/02/15/fashion-social-media/

Instead of having buyers and fashion experts report on the shows, bloggers can now connect with the audience through their own channels. This is successful because of the trust and influence bloggers have on readers as Melissa Tsang reported from an assigned reading (http://blog.referralcandy.com/2014/07/22/successful-brands-know-blogger-outreach-6-case-studies/).

For example, peaceloveshea, a blogger I follow, gives me access to Fashion Week from her perspective.

With this rising movement, all parties benefit. Brands gain more exposure through different outlets and from different perspectives. Bloggers get to experience the shows and also get to connect their brand with huge fashion houses. Finally, the audience gets a genuine insight into the world of fashion through someone they can relate to.



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