We started off the week with an industry news update from our President, Tracy Shao. Tracy gave a short, interactive presentation on "The Chat Revolution." We explored how the popularity of messaging has overtaken the popularity of actual social media usage. This represents a shift in marketing and popular mindset. We're moving away from putting out content and towards engaging with consumers. WeChat has the most advance marketing campaigns thus far, but Facebook Messenger is coming in a close second. If you've got time, explore the Trolli bot on Facebook Messenger. You won't be bored.
On Wednesday, we kicked off our mentorship program! Mentors and mentees mingled over bagels and juice, and got to know each other before getting paired up. If you haven't yet signed up to be a mentor or mentee, you can follow bit.ly/f16mentorship to sign up! You must be an NYU student, and mentors must be juniors or seniors. Next week, pairings will be completed and we will officially launch the program with another mentorship meeting and possibly some games!
We closed off the week with Google, which was co-hosted with Business Analytics Club (BAC) and our Office of Student Engagement (OSE). Two Googlers joined us to teach us about AdWords, display advertising, and YouTube advertising. We had a great time learning from them, and will definitely be looking for more chances to host Google!
Coming up this week (10/3-10/7), we have a techonology-themed ADVersary today, and will be hosting McCann on Wednesday! See you there!
After a long (or not long enough) summer break, The Marketing Society is back and in full swing. We launched our Fall 2016 semester on September 14th with an exciting launch party featuring food, games, free swag, and even a special mktsoc geofilter.
After that, our new Director of New Projects kicked off his first ADversary ever with a lively discussion of the ads from Rio 2016. We cried at the P&G "Thank You Mom" ad once again, sang with the world during the new Samsung commercial, and were just a little bit unsettled at the new McDonald's ad. Our first pitch of the semester was focused on giving Ryan Lochte a fresh new image.
This past Wednesday, we had our first speaker of the semester from Facebook. We learned that Facebook is placing big bets on artificial intelligence. They want to help the blind and deaf have a better experience on Facebook. What if your computer could figure out what's behind an image and speak it to you? Going further, Facebook believes that mobile is now, but VR/AR is the future. Expect many changes on your newsfeed incorporating new technology. Lastly, we learned about Facebook culture. They aren't afraid to fail and know that good ideas can come from anywhere. Did you know temporary profile pictures came from two summer interns? We were impressed, too.
At Facebook, the favorite motto is "the journey is 1% finished." There are many more technologies to be developed and advancements to be made, but we can only get there by failing a little bit at first. This is only the beginning.
For our last speaker of the semester we had American Express come out to talk about the job opportunities within their marketing department and what they entail. American express considers its clients to be consumers of products and services, small businesses and corporations. Their sellers on the other hand are the merchants that accept their cards, alternative payment methods such as apple pay and Venmo as well as its merchant network.
American Express offers a 10 week summer program for rising seniors that offers the opportunity to work on real projects that will be validated by senior leaders during a final presentation. The internship also includes a performance management process, seminars & clinics for business skills such as teamwork and communications.
Within the marketing internship you have the opportunity to work in one of the following departments:
Digital Platform Innovation
How to apply:
Marketing summer internship: www.americanexpress.com/campus
Campus recruiting: firstname.lastname@example.org
application deadline - January 6th, 2016
1st round on campus interviews - January 25th
2nd round interviews - early February
(taken directly from NYU CareerNet - Resources)
Brand/Product Manager: Responsible for profit/loss and key elements of strategy (including pricing, distribution, promotion/advertising, aspects of the product/service itself) for a product or service within a company. Determine sales potential of new or existing products. May control price and product development.
Digital/Social Media Marketing Manager: Work to achieve client’s overall marketing goal within the digital space. Utilize interactive tactics such as blogs, social media, display advertising, newsletters and mobile to create marketing campaigns. Oversee multiple projects and interact with various teams (creative, tech, account and sales).
Market Research Analyst: Collects, analyzes and interprets qualitative and quantitative data to determine the demand for certain products and services. Evaluates the effectiveness of existing and planned marketing strategies. May work in house or for market research agency.
Marketing Consultant: May work for a strategy or marketing consulting firm to provide guidance to organizations regarding branding, price strategy, research, etc.
Account Manager: Is deeply involved in the conceptualization and implementation of ad campaigns. Works closely with others within the agency to ensure client needs are being met. Account Executives serve as a liaison between the client and agency.
Media Planning/Buying: Decide how to most effectively utilize client’s budget to purchase television time, radio spots, digital media, social media, etc. Negotiate with media outlets to get the best price for client.
Copywriter/Art Director: Writes the text/creates the design (“draws” the visuals) for print, radio, television, and Internet advertisements and commercials to promote certain products or services.
Production Managers: Coordinate the execution of the advertisement – either via print, radio or broadcast production.
Account Planners/Researchers: Conduct qualitative research to better understand consumer behavior. Responsible for developing the creative brief. Inform others within the agency about their findings. Often commission quantitative research and analyze data regarding consumer trends, advertisements in development and in-market effectiveness.
Full Guide can be found under 'Career Resources' on the NYU CareerNet site.
Last week we had discovery digital networks come in to talk about how they incorporate marketing into their content. Discovery digital takes a somewhat different route from other media outlets by generating their marketing materials in house, without the use of agencies, and actually incorporating marketing into the content instead of using old fashioned commercials.
A recent example of this in action was Discovery pairing with Volkswagen during shark week to create “Rescore Sharks and rescore volkswagen wagon”. During the Sharks Rescored mini documentary volkswagen wagons were portrayed in a new, powerful light, supporting the idea of “rescoring” sharks by creating a new graceful theme song for sharks, instead of the traditional intimidating jaws type songs. This was accompanied through web experiences at sharksrescored.com where the full symphony performance can be watched, along with quizzes and links to similar content. Sadly the discovery channel had to take down the site after the Volkswagen emissions scandal.
Discovery digital networks incorporates their partners (clients) into their content in order to create successful marketing that doesn't clog up browsers. Even with sponsored content discovery is always sure to make it something that aligns with their products, and not just another commercial.
Check out the Sharks Rescored mini documentary here: https://www.youtube.com/watch?v=j4P2DXA1nMo
And another great example with LG and their new OLED TVs:
Name: Mia Guthart
Major: MCC & Computer Science
Position: Director of New Projects
What does Marketing Society mean to you?
Marketing Society is a wonderful community which is valuable at a school as large as NYU. I love these people!
What’s your favorite part of being on the board?
My favorite part of being on the board is the freedom and flexibility of my job and hanging out with the rest of the board! As Director of New Projects, I get half of the club's time each week to create something engaging. These past few semesters, we launched the Campaign. Functioning as an intensive case competition, companies come in and pitch marketing objectives to students for the prize of internships, consulting opportunities, office time and and full budget/graphic design support. It has been a blast to set it up and seeing students win job opportunities.
What kind of marketing do you want to do?
Marketing is a fascinating field, but I don't want to go into marketing. Post graduation, I am interested in law school. If I were to do marketing however, it would be in the liquor industry. Since product differentiation is so small, sales are largely driven by incredibly creative marketing campaigns. This appeals to me because it rewards the kind of creative and original thought I value in my own life.
Have you held any cool internships?
Yes! My most recent internship was at the Santa Clara County Office of the Public Defender! It was an engaging internship where I interviewed incarcerated people, filed charges, observed trials and organized evidence. Previously I worked for Uber, Uncubed, Trustlr and the Silicon Valley Leadership Group. I love the startup space and criminal law, so if you have any questions please feel free to reach out!
What advice can you bestow to our awesome MktSoc members?
Eat a lot of dessert.
Last week we looked at a new medium for advertising, virtual reality through apps like Blippar, this week we had Samba TV come in to talk about how to keep advertising relevant in the changing television landscape. With a whole generation of cable cutters marketers find it harder and harder to have their adverts seen as streaming services such as netflix and HBO Go use ad free as one of their main selling points.
The TV landscape today consists of 77% or people watching TV in conjunction with another device, such as smartphones and tablets. This means that during commercials mobile usage spikes, and tv commercials are becoming less and less effective.
Samba TV works in the TV Data & Research field by collecting data in all smart tvs on what people are watching, and how many devices are linked up to that specific IP address. Samba TV then sells this collected information to their clients, ad agencies. It is important to note that with today's data security concerns that Samba TV does not keep any other information besides what is being watched and what devices it is being watched with, no personal details are sold.
The great use of this is that marketers have more information on someone’s viewing trends, giving them some insight into that person's interests, allowing for more personalized marketing.
Blippar allows companies to connect with users in a new virtual way
For those of you who don’t know what Blippar is, it’s a huge step into virtual reality. The app is able to recognize real world objects and gives information. In terms of marketing allows for more interaction with consumers at the point of sale, or when they already have the product. For example with a heinz ketchup bottle Blippar would not only pull up extra nutritional information, but also recipes, forums, videos and other mediums that can be used to build a relationship with the consumer. Blippar has also worked with the upcoming Star Wars movie to create a virtual reality game that can use the phone's camera to set the game in your surroundings.
Blippar's 3 core principles
Ultimately Blippar is an app that is opening up a whole new medium of marketing that can reach consumers at the most important step: point of sale.
Name: Brooke Rosenberg
Position: Director of Branding
What does Marketing Society mean to you?
Marketing Society is a place where I can come to get a whole new perspective on the marketing industry that I am unable to get just through classes. The speakers introduce concepts far beyond just advertising and really helped me get a glimpse into the sectors of marketing that I am interested in and hope to pursue as a career. Further, Marketing Society is a great place to collaborate with others and share ideas, which has allowed me to obtain additional knowledge as I have learned a lot through what others tell me about their past experiences.
What's your favorite part of being on the board?
The board has become like a family where it is really easy for your voice to be heard and your ideas to actually come to fruition. The board also provides an extra outlet for mentorship. It is easy to learn from those on the board who are older than I am and have gone through the same experiences I am going through now.
What kind of marketing do you want to do?
Based on the classes and internships that I've held, I'm currently leaning towards pursuing brand strategy or market research.
Have you held any cool internships?
This past summer, I worked in integrated marketing for Discovery Communications (Discovery Channel), which was really cool as I got to see behind the scenes and all the marketing and finance work that really gets put into creating a successful network beyond filming and production. Currently, I'm interning at Nielsen in the sports media department, which conducts market research for clients to help find solutions to current problems or better target audiences.
What advice can you bestow to our awesome Mktsoc members?
Get involved and go to as many events as possible! You never know which company you will really connect with or who you will meet that can land you your next internship or help you decide on a career path. Also, don't be shy to ask questions to anyone on the board or in Marketing Society. Just because you were assigned one mentor doesn't mean that other people aren't willing to help you or talk to you.
This week the Wasserman Center for Career Development came in to teach us a bit on how to rock resumés, cover letters and life in general. There are some incredibly useful tools at Wasserman that everyone should take advantage of including sample resumes, mock interviews and CareerNet - the fountain of internships.
Some quick guidelines for Resumes:
For more information on formatting: http://www.nyu.edu/life/resources-and-services/career-development/prepare-for-the-job-search/resumes-and-cover-letters.html