Students attend IAB MIXX Conference 2012

The IAB MIXX Conference took place at the Carlu in downtown Toronto last week and Humber students were once again invited to attend. The theme of the 2012 conference was Fighting for Attention: How Brands Win which focused on how brands are using new and interesting ways to make sure that they remain current and "front and centre" (http://www.mixxcanada.com/)

The conference featured some great speakers who are truly embracing the new ways that they can reach customers. These are companies that are not afraid to put the gloves on and fight to gain customer trust and loyalty.  This year's fearless speakers included:

• Bryan Johnston, CMO, The Ultimate Fighting Championship, ZUFFA (LLC) USA 
• Justin Kingsley, VP Strategy + Partner, Sid Lee (CAN)
• Sherrill Mane, SVP Industry, IAB US (USA) 
• Joan Fitzgerald, Vice President, TV and Cross-Media Solutions, comScore (USA)
• Mark Greenspan, Community Director, Next Media (CAN) 
• Tom Fotheringham, Director, Digital Solutions, OMD (CAN)
• Tara Walpert Levy, Global Director of YouTube Ads Marketing, Google (USA

While each speaker talked about the importance of the use of new technologies to reach potential and current customers one of the speakers that I found to be the most engaging  was Tara Walpert Levy of Google. Walpert Levy discussed the importance of video for reaching customers of today. In fact, according to Levy "90% of internet traffic next year will be video." (Levy, IAB MIXX 2012) 

During her presentation Levy told attendees that they have to make video work for them. They need to: 

• move hard to reach audiences
• act on new consumer insights 
• drive loyalty in an active community in an ongoing way

She gave the audience the perfect example, Justin Bieber. Bieber is the perfect example of making video and the internet work for you and ensuring that the web is what you make it. According to Levy, and I'm sure that Bieber's millions of fans would agree; Justin Bieber is "a master brand builder in today's digital age and he has built his brand almost entirely in digital." (Levy, IAB MIXX 2012)

Along with Walpert Levy, another highlight of the conference for many students was the presentations from Justin Kingsley and Bryan Johnston of Sid Lee and The Ultimate Fighting Championship.
It was interesting for students to learn that both UFC and Georges St. Pierre do not attract the audience that most precieve them to. In fact, "UFC attracts the second most affluent audience after the PGA and airs in more than 500 million households."(Johnston, IAB MIXX 2012).

Not only has UFC created a extensive world wide following but so has Georges St-Pierre by teaching his fans seven important lessons:

• Surround yourself with people better than you so you can become better
• What gets measured gets done
• Love the haters, fans will take care of them for you
• Give your fans something to do 
• Show your weaknesses 
• Be honest and generate more love and appreciation from your fans
• Turn struggle into an opportunity

Take a look at this video to see how Georges St- Pierre and Sid Lee have helped fans connect with Georges brand. 

-Rachel 

My final thoughts

Two years ago I enrolled into the Marketing Diploma program at Humber College. At the start of the program I was completely undecided upon what I wanted my future career path to be. Now, nearly two years later and it’s hard to comprehend that my time at Humber is coming to an end. Within this blog I am going to share some of my final thoughts and experiences that I believe could be beneficial to future Humber students.

The transition from growing up in a small town in Northern Ontario to living and attending College in Toronto was one of the most difficult aspects to deal with. I never thought that I would face culture shock only three hours away from home. The entire experience has been extremely valuable. Not only have I developed a sound set of business and marketing skills, but I have networked and created an array of opportunities and strong contacts throughout various industries.

So what now?

Two years ago if you asked me what I wanted to do after college, I simply wouldn’t have been able to give you an answer. Now, I can tell you with ease that I want to work within Digital Marketing. However, I don’t want to start working just yet. A few months ago I began exploring my options for after I graduate. I thought about working, volunteering, and travelling and then I came across Humber’s transfer options that they hold with various Universities. As soon as I saw it, I knew that it was for me- Griffith University in Gold Coast, Australia. I immediately contacted KOM Consultants and sent in my application. In January of 2013, I will be living and going to school in Australia, working towards my Bachelor’s Degree. 

Whats next?

As you can imagine, the cost of continuing my studies overseas in Australia is fairly expensive. I spoke with a few of my teachers and reached out to some of the contacts that I met while at Humber. As of now, I have secured an internship and I have valuable leads for two possible jobs, all without ever looking at a job search website.

My advice

If I could offer one piece of advice for current or future Humber students it would be to GET INVOLVED AND NETWORK! Two years may seem like a long time but before you know it- it will be over. The professors at Humber have an immense amount of knowledge and contacts, the one thing that I learnt is that it never hurts to ask for help and advice! The key is to get involved; here are a few examples of how to make the most out of your Humber experience:

•  Attend the events that the business school hosts and makes available to students such as: Grads Give Back, IAB Conferences, and Marketing Now

• Join groups and teams such as: OCMC and Toastmasters.

• Attend job fairs and information sessions

• Pay attention to the Humber Student Federation- They host some amazing events.

Writing blogs and managing the social media for Marketing Humber has been a valuable learning experience. I would like to extend a very special thank you to Christina Clements and everyone else at the Humber College Business School for making this opportunity possible.

Before I sign off I would like to leave you with some proof that networking at Humber actually works. A few weeks ago Humber hosted the annual Grads Give Back event, the final speaker Steve Lorini offered students to apply for an internship with the radio station Z103.5 in Toronto. I spoke with Steve after the event and he shared some insight into the position and helped me set up an interview. Earlier this week I found out that I will be working on the Z103.5 Summer promotions street team!

So remember to get involved and network, but most importantly don’t be hesitant to ask for help!  

-Tim 

Humber Students attend the IAB Mixx Conference

Last week students from the Humber College Internet Marketing class were invited to attend the IAB Mixx Conference downtown Toronto. The annual conference welcomed the students to learn about the trends within Digital Marketing from respected industry professionals. The full-day conference focused on the areas of: innovations in efficiencies, creative ideas and consumer experiences within Digital marketing.

The event featured innovative and insightful information from six industry professionals covering all areas of digital marketing. The presenters included:

·         Jeff Rosenblum, Documentary Filmmaker "The Naked Brand", Co-President and co-founder, Questus

·         Geoff Ramsey, CEO and co-founder, eMarketer

·         Randy Weyersberg, Vice President Marketing, Canadian Tire

·         Steve Mykolyn, Chief Creative Officer, Taxi

·         Sheldon Owen, CEO, Unified,

·         Wendy Robertson, CEO and Co-founder, Kneebon

Throughout the day, all of the presenters touched upon key areas within the world of Digital Marketing. The importance of transparency, social responsibility, trust and creativity were highly stressed by each presenter. In order to touch upon all of these areas I would like to refer to the presentation from Randy Weyersberg on the Canadian Tire House of Innovation.

The House of Innovation

Last year Canadian Tire purchased a four-bedroom, two-bathroom fixer-upper home in Toronto. The purchase made Canadian Tire the first major brand to ever own a home in Canada. Upon purchasing the home, Canadian Tire launched their ‘Bring it on’ campaign, which focused on trying to better understand the struggles and duties that typical Canadian homeowners face. The campaign kicked off with a large banner advertisement on the homepages of Youtube and Facebook along with a micro site, which contained twenty videos featuring various products that are available for sale at the massive Canadian retailer. The goal was to feature the various products as they made everyday repairs and replacements to the home. Canadian Tire pledged that once the home was completely fixed up, they would sell it and donate all of the proceeds to their national charity ‘Jumpstart’.

I wanted to share this example as I feel that the House of Innovation covers all of the key areas of: transparency, social responsibility, trust and creativity. Not only did Canadian Tire make their brand truly transparent and trustworthy by replicating a level of similarity between the average Canadian homeowner and the brand; but also they were extremely creative in their approach to target and educate the average homeowner. In addition, they even pledged to be socially responsibility by donating all of the proceeds to their charity.

The entire conference was filled with extremely valuable and insightful information. The House of Innovation was only one of the many examples that helped unify all of the main points throughout the event. Again, I would like to extend a very special thank you to the IAB Mixx Conference and Humber College for not only inviting the students but for also making opportunities such as these available. I truly believe that keeping up-to-date with industry trends is an essential ingredient for success; I highly encourage all students to take advantage of the various networking and conference opportunities that are available to them.

Check out this video for more insight into the Canadian Tire House of Innovation: 

http://www.youtube.com/watch?v=uXvTDHtXAIM

-Tim

How to make your blog stand out

The increased accessibility of social networks has allowed for the average individual to make their voice heard throughout the entire world. With over 500 million active blogs worldwide, it is very difficult to make your blog stand out. The attraction is due to the level of creativity and freedom of expression that each blog holds- from vacation destinations to movie reviews and even wedding tips, there is a blog for virtually everything! In this blog I will be highlighting five tips to make your blog stand out amongst the crowd. 

#1- Choose a unique topic

Choosing an effective blog topic is easier said than done. The most important aspect is finding an area of interest that you actually enjoy. Try and narrow the focus of your topic to one or a few specific areas. Don’t always jump at selecting the latest and most popular trend. If you are knowledgeable and take pleasure in your topic, it will be well translated into your writing. After all, the last thing that you want is an over-saturated blog topic that will get lost in the crowd.

#2- The title is everything

Nothing is worse then trying to find a specific blog and being faced with titles that are completely unrelated and irrelevant to the topic. When choosing a title it is important to keep it short, bold and catchy. Ensure that the title clearly explains what the blog is about while also catching and holding the readers interest and attention.

#3- Create an attractive design

The appearance of your blog is very important as visitors will decided if they want to stay on the blog solely based on the appearance regardless of the content. It is important to be creative, take the time to create your own blog background rather than relying on a template. In addition, carefully divide your content into relative segments to better organize your content. Lastly, make sure that your blog includes a variety of different widgets including: social media sharing buttons, search bar, blog archive and contact information. 

  

#4- Be visual

A blog is much more than the words that you write and the information that you share; it encompasses a variety of different visual elements to appeal to the readers senses. The most effective blogs include a variety of pictures, videos, charts and graphics in order to capture and hold the readers interest. It is very important to try and incorporate an image or video into every blog post that you write. Not only will it make the blog look more appealing, but it will also help drive traffic through the use of outbound links.

#5- Update your content regularly

The key to having a successful blog is regularly updating the content with timely information that your readers can relate to. Updating your blogs content will not only ensure that the blog contains relative information, but it will also assist in increase the level of traffic to your site. Search engines such as Google, uses algorithms to systematically rank your blog amongst all of the possible search results. One of the main components in ranking websites is based upon the frequency of updated information within your blog. The best practice is to create a schedule with a list of topics that you will write about on a weekly basis; this will help you stay on track and remain focused.

The last step is to have FUN! The above information may seem difficult and tedious, but it will help ensure that your blog is successful.

Creating and managing a blog can feel very rewarding; simply watching the metrics grow is one of the most exciting aspects. Engage with your readers, capture their interest and remember to have fun!

Here is a short video that explains the concepts of a blog in plain English, check it out here: 

http://www.youtube.com/watch?v=NN2I1pWXjXI

-Tim

Humber Students Volunteer their time!

Humber College students Courtney Dicks, Catherine Laramore and Karla Olivares have graciously volunteered their time to help strengthen online communications for the Dufferin Hi-Land Bruce Trail Club (DHBTC). This non-profit organization needed help in this area and Humber marketing students rose to the challenge.

The students have done an exceptional job creating a welcoming, stylish and informative online presence using a blog, as well as Facebook, Twitter and Pinterest to communicate to the target market using social media. The blog showcases the beauty of the Dufferin Hi-Land Bruce Trail, provides details on membership, events, trail information and a hiker’s guideline. Social media will be used to connect and engage with online users, in order to stimulate interest and capture attention. In addition, social media will act as an outlet for effectively communicating trail information and updates.

A screen shot of the DHBTC Blog 

The challenge was to build on the trail’s respected brand image and to increase its online presence with current members, new members, and its various trail users.  The students turned to skills obtained in their marketing communications and Internet marketing courses and worked to establish a solid social media presence for the DHBTC. “The greatest challenge was coordinating all the content into a unified platform that could be easily interpreted and shared,” explains Courtney Dicks .“The most enjoyable aspect is engaging people through social media.”

Christina Clements, Humber Internet Marketing professor states these types of volunteer activities give students an edge and some experience they can point to in a resume. “These students are very talented and motivated and I am thrilled at the work they are doing for the Dufferin Hi-Land Bruce Trail. I have no doubt that their efforts will increase awareness for the DHBTC!" She goes on to express that International Marketing professor, John Dickason, made this opportunity available to students and is helping liaise with the non-profit organization.

This student work is an excellent example of the skills and caliber of the marketing students at Humber College. Please take a moment to check the links below that showcase the students’ work. I am sure they would be thrilled if you LIKED and FOLLOWED the Facebook and Twitter pages and SUBSCRIBED to the blog!

Facebook: https://www.facebook.com/pages/Dufferin-Hi-Land-Bruce-Trail-Club/176393675798814

Twitter: https://twitter.com/DHBTC

Blog: http://dufferinhilandbrucetrailclub.blogspot.com/

Pinterest: http://pinterest.com/dhbtc/

-Tim

Marketing students represent Humber College at Vanier case competition

On February 10^th, Humber College marketing students had the opportunity to travel to Vanier College in Montreal, to compete in the 7th annual inter-collegial marketing BDC case competition. Vanier College welcomed 30 teams from various colleges and CGEPs across Canada as they competed in hopes of winning the prestigious marketing award. I am pleased to announce that the team from Humber College placed 4^th out of 10 teams within their division! The team displayed an exceptional effort in both the competition and through representing Humber.

The overall results of the competition are as follows:

        1st Place- Mohawk College

·                2nd Place- College Lionel Groulx

·                3rd Place- Okanagan College

On the whole, the entire competition was a huge success. I would like to extend a very special thank you to all participants, coaches and supporters that played a role within the competition.

If you are a current or prospective student at Humber College and are interested in getting involved within the school, I suggest that you inquire about the Ontario Colleges Marketing Competition.

What is OCMC?

The Ontario Colleges Marketing Competition is an Ontario wide competition in which participants in teams of two are challenged through a series of case analysis covering various topics. In addition to the case analysis, there are two other categories: Sales presentation and a job interview.

The case competition is a timed challenge in which teams of two participants have thirty minutes to analyze a specific marketing case and prepare a PowerPoint presentation, which is formally presented in front of a panel of judges.  

Why Participate?

College is a time to learn- A time to challenge yourself. Participating within OCMC helps build, test and evaluate your skills within a proven setting. Although the competition is focused on Marketing, the developed skills stretch far beyond the basic business skills. In addition, you will develop presentation, public speaking, teamwork, time management and analytical thinking skills. College is a once in a lifetime event- Make the most out of your experience.

Interested? Apply today!

If you are interested in getting involved within the Ontario College Marketing Competition or would just like to find out more information, please visit the Humber OCMC blog http://humberocmc.blogspot.com/ and pick up a form in the Humber Business School in room E205 to apply and register.  

Check out this video for a sneak peak into OCMC http://youtu.be/wAc3bDVR0ho! 

 Thank you!

- Tim 

Facebook files for an IPO- Was it the right move?

Last week, Facebook filed for an initial public offering. The social giant is seeking to raise $5 billion in initial funding from investors. If successful, the IPO will value Facebook between $75 and $100 billion. The filed IPO is among the largest in technology history. This event will create yet another milestone for Facebook.

With well over 800 million users, Facebook is clearly the leader within the world of Social Media. As stated by Mark Zuckerberg, he “Founded Facebook on the idea that people want to share and connect with other people in their lives…” Although Facebook was only created in 2004, it has evolved; not only in the sheer number of users and advancements in website design, but also in revenues.

At the start, Facebook was grossing just over $52 million; however only 6 years later their revenues have increased to over $4 billion. Although Facebook’s revenues have steadily grown, the issue of having only one revenue stream remains.

Many people are wondering why Facebook needs to raise extra money; after all, the projected revenues for 2012 are far beyond their $5 billion investment benchmark.


In my opinion, Facebook is seeking an investment for five main reasons:

1. An increase in capital will allow for greater product investment.

2. More products and better services will help create and grow revenue.

3. The capital injection will increase Facebook’s purchasing power.

4. Employees will have a vested interest - many will become shareholders.

5. The capital will allow Facebook to further expand their services.

So what’s next?

Although these reasons are solely based on my own knowledge, I truly believe that they are in line with Facebook’s goals. In fact, yesterday Mark Zuckerberg announced that Facebook would be further monetizing its mobile platform through advertising. With nearly half of all Facebook users utilizing the mobile platform, it makes sense that advertisers would want to tap into the market.

Although the entire IPO process seems simple, in reality it’s extremely complex and risky. Facebook’s greatest concern is repeating the IPO disappointment of Groupon and Zynga where valuations fell below IPO share prices.

It will be interesting to see where the IPO will take Facebook. Will the site remain the same, or will it be transformed into an advertising cluttered powerhouse? Only time can tell.

The Wall Street Journal points out some interesting considerations on the Facebook IPO - check it out! 

Facebook's $5 Billion IPO Filing

-Tim

Super Bowl Sunday!

We are only four days away from the most publicized and media covered day of the entire year. That’s right, you guessed it... its almost Super Bowl Sunday! On February 5^th the New England Patriots will be facing the New York Giants in front of nearly 70,000 screaming fans, not to forget the estimated 110 million fans that will be watching from the comforts of their living room. Many individuals may view the Super Bowl as time to create their esteemed 5-layer nacho dip; however as aspiring marketers there is a great opportunity to observe and monitor both the creativity of advertisements and the share of communication from Social Media.

Before I delve into the staggering statistics of the Super Bowl, I would like to take a second and introduce myself. I am currently a fourth semester Business Marketing student at the North Humber College campus. I have been given the opportunity to work on the social media elements for the Marketing program as part of my Internet Marketing course.

The main focus of this blog is to connect with prospective students, current students and alumni in order to offer a helpful hand while also sharing relevant program and course information. On Facebook and Twitter we will be sharing marketing news stories and updates from around the world as well as highlight job postings and industry events. Share your thoughts and opinions - after all Marketing is a conversation, so let’s start one!

Okay, now lets get back to the Super Bowl. Although hot wings are very tasty, they can be extremely messy as you try to Tweet out to all of your followers during the big game. Rather than eating our way into a food coma, lets take a look at some impressive statistics from the US:

• The average cost of a 30- second TV advertisement in the US for Super Bowl 46 is roughly $3.5 Million.  
• All 70- 30-second commercial spots were sold out nearly three months in advance.
• Over $245,000,000 will be spent in advertising for only three hours.

The numbers are simply amazing. My only question relates to the effectiveness of an individual commercial. One of the biggest challenges for a marketer is fighting the sheer amount of advertising clutter. The average individual will be exposed to over 100 different brands throughout the course of the game. Each brand will be fighting to create a lasting impression while gaining the media spot light.

So the question remains: Is the $3.5 Million price tag worthy of the airtime? Yes, in fact statistics show that nearly 50% of viewers tune in almost solely for the commercials. In addition, the level of media coverage extends for weeks preceding the game. With people heading online to watch their favorite ads and to catch the ads that they missed it seems as if commercials and the Super Bowl has truly become a pop culture phenomenon.

In order to set your mood in the right direction and to create excitement, I would like to share a video from CBS which highlights the best and the worst US Super Bowl commercials from 2011.

Best (and Worst) Superbowl Commercials 2011

-Tim