Future Implications

So hopefully you’ve kept up with my blog so far. Everything I have been writing about has been leading down this direction. What is the future of social media? How will organizations and businesses adapt to new technologies, new platforms, and new ways of engagement? Well, I have no freaking idea. However, I will give my opinion on that matter but lets be honest, no one knows.

Who would have thought that Facebook, a platform which started out as social media site to legally stalk people would be such a great platform to build brand awareness?


Who would have thought that Twitter, a platform to anonymously hate post celebrities and politicians you disagree with, would become a great way to get a message or promotion out in front of customers.

Even Instagram, a platform designed to annoy people with pictures of your ugly babies, pets, and horrible food dishes, could become a great way to visually interact with consumers.

Social media has taken over every single aspect of our lives. It’s kind of pathetic. Here are some sad stats for humanity, but good stats for social media marketing:

86% of people use social media at least once per day, 72% use it multiple times.


People spend at least;

  • 40 minutes on YouTube
  • 35 minutes on Facebook
  • 25 minutes on Snapchat
  • 15 minutes on Instagram
  • 1 minute on Twitter

In total lifetime numbers that is 5 Years and 4 months. Granted these statistics were from 2017 so I imagine they’re even higher now.


All that being said I understand the benefits of social media. Its a great way to reach out and interact with followers, build communities and increase your brand awareness. It allows you to be open and honest and have a two way conversation across the interwebs. However in the past 2-5 years I’ve begun to notice that social media is turning into a cesspool of waste. Everyone and their grandmother gets offended by everything. I could say something as harmless as: “I like frogs.” All of a sudden people are lining up with their pitchforks and telling me I’m a racist, a sexist, and proceed to plaster my personal information all over the internet in order to destroy my life because I said: “I like frogs.”


It’s getting ridiculous. I blame the media and others who push this sensationalized publishing in order to get clicks. They’re purposely angering people on social media in order to bloat their numbers of Engagement, Reach, etc.

This has allowed other things to creep into social media such as political propaganda and hate speech. Not only that but many social media sites have ridiculous and often confusing privacy policies which are also setting horrible precedents for the future.

Personal data across social media platforms is being sold off like an auction to 3rd parties and people have no idea. (I do, because I’m not an idiot and actually read the terms and conditions) Just look at the recent Cambridge Analytica catastrophe. Cambridge, a 3rd party, got their grubby dirty hands on 87 million Facebook users data without permission!

In a recent survey 1 in 4 Americans have deleted Facebook from their phones in 2018 and 42% have stopped using Facebook for weeks. It’s a mass exodus and I personally believe its only going to get worse. People are exhausted. People are tired of all this crap. Social media is a great way to connect, its a great way to build relationships, but its being bogged down in crap no one wanted.

All that being said, what does the future hold? New platforms will hopefully rise up. We need new avenues which are simple, focus on privacy, and squash hate speech. They need to get back to basics. Blah Blah, I’m sure you’re saying, “BUT THAT CRAPS ON THE FIRST AMENDMENT!” No it doesn’t. You shouldn’t destroy my life and call me a bigot because I like Frogs. Have some common sense, you sensationalist.


Marketers will need to be on the up and up when these new platforms begin to develop. They need to stay ahead of the curb and be ready to grow communities around a more simpler and easier platform. People are dying for a new way to share experiences, since the old guard of platforms are tainted and no longer share what they believe in. When these do materialize what should they focus on? That’s easy.

Focus on privacy. Let’s be honest here if you actually cared about privacy you wouldn’t be using social media. I digress. People need to feel safe. They need to know anything they share is safe.

Focus on being human. You’ll need to be personable. You need to embrace your humanity. People don’t want to faceless corporation. They want to know who you are, what you stand for. They’ll want to know you have their back, that you care about them.

Heavy focus on video. People are tired of anonymous posts. They want to see a face to back it up. Would you be so cavalier if people could see your face? People have more trust and more respect if you’re willing to share your stories and ideas with a face behind the camera so to speak.

Virtual Reality or Augmented reality. This is the real future. Put on some fancy glasses or a headset and be transported in real time. This will allow people to immerse themselves into your product or service and forget about all the noise going on around them.

Currently social media isn’t functioning the way it should be. Half the time I’m afraid to go on. It’s not even worth it to engage. Wasn’t that the point of social media? To engage with each other? It’s gotten to a point where people are afraid to have an opinion that differs from the majority. This stifles communication, creativity and interaction. There is no room for healthy debate or sharing new ideas or experiences. And if I do, that information is now being sold to the highest bidder.

Unless the major platforms clean up their act, they’re going to go the way of the dodo. I’m totally OK with this. I think new platforms need to rise from the ashes and show us what social media can really be. An interconnected world where ideas, comments, and opinions can be shared freely without the fear of being destroyed. A safe haven where interaction is paramount, and where our connectivity enhances our lives and makes the world a better place.

Viral Marketing Initiatives

So, Viral. What do you think of when you hear that word; “Viral?” Sickness or something that spreads like wildfire and makes your life miserable. Hopefully? Maybe? Or maybe I’m just a terrible person. Don’t answer that…moving on…

The keyword there is, “spread.” From a bodily standpoint it sucks, but from a marketing perspective it is absolutely glorious. If you can successfully spread your brand, your message, or an idea across the masses and infected the populous as much as possible, mission freaking accomplished.

But what is the best way to spread an infectious video, ad, or tweet? I’ll give you my top 5 characteristics of a viral campaign. I sound like a crappy clickbait Buzzfeed article already. I promise this will have better content.

1.) It has to be Hilarious

Listen if what you’re promoting isn’t funny, don’t bother in my opinion. It has to resonate with your funny bone, it has to make you laugh. They say laughter is the best medicine, but with Viral Marketing its the best way to make it spread. If something is Laugh out Loud funny, or “Lol” for those of you who don’t know how to spell words, people are more likely to share it with friends and family. If something is SO ridiculous that everyone in your six degrees of Kevin Bacon need to see it, you’ll make sure that they know about it.

Kevin Bacon Approves

Lets take a recent example. During the 2018 Super Bowl Tide created a campaign that went viral. . It starred Chief Hopper from Hawkins, Indiana. Or for those uninitiated, David Harbour from Stranger Things on Netflix. Or maybe you know him from that terrible Hellboy reboot, I digress. He Hijacked the Super Bowl in 2018. Watch these now, and then continue reading, please.

If you don’t laugh at least a little bit, I can assume you have no soul.

Funny right? Tide essentially hacked every single commercial. They were able to subvert everyone’s concepts of what the beginning of each commercial means to us. A running behemoth horse you think: Budweiser. In a car on the road talking to yourself? One of those weird ass Lincoln commercials with Matthew McConaughey. That makes you laugh, and you can’t wait to see what commercial they’re going to spoof next. This is great way to make your audience laugh, poking fun at all the other commercials and not taking itself too seriously. Not only that, but it bores this concept into your head: Is every ad a Tide Ad? I guarantee the next time you go to buy detergent you’ll buy Tide. Going to the store is a very boring affair, but if you giggle a little when you see Tide, you’re probably going to pick that up.

Matthew McConaughey | MATTHEW MCCONAUGHEY'S LINCOLN CAN'T MAKE LEFT TURNS IT JUST GOES ALRIGHT, ALRIGHT, ALRIGHT | image tagged in matthew mcconaughey,lincoln,funny memes,funny,memes | made w/ Imgflip meme maker

2.) Simplicity

It has to be simple, short and to the point. If something is complicated and it makes you run around in circles why bother? Why waste your time? Tide Ad is simple. They’re 15 seconds clips, with a short and easy to remember tagline: “It’s a Tide Ad.” Boom done. Me personally if an add is over 30 seconds and its not simple to the point and funny, I don’t care. I know many people like the 1 min + emotional commercials about shirts or sneakers, not me. Its boring. Shoes are shoes I need them on my feet, they don’t make me cry or make me remember fond memories of my dead relatives. I have a small simple human brain that needs endorphins to laugh.

3.) Content that produces content

Content is king right? How many marketing books, and narcissistic blogs about marketing have we read at this point that drives this point home? Well, it’s true. Now this is an older example, but still relevant. 2010 Old Spice campaign with Isaiah Mustafa. You know that guy on the horse, and diamonds coming out of his hands? Yeah, of course you do.

Now this is random, hilarious. Perfect combo

This video alone has over 56 million views. That being said I might have watched this on loop at least 25 times, as I’m writing this. So -25 from that number. But what they did next was an amazing way to engage with its users and also create more content for people to eat up.

Mustafa responded to people’s tweets and Facebook posts almost immediately. Those response videos have been viewed more than 40 million times just by themselves.

An example; On Facebook some guy named Jonathan Korn had written to him saying: “Could you say my name in a funny way?”

Hilariously awesome.

How great is that? For more of his response videos check out this link:

He did this 116 times. That’s 116 more pieces of content in real time. Amazing.


Yep another Social Media marketing buzzword. But important nonetheless. For those who don’t know what Reach is, it is: A metric that details the number of users who come across content through social media platforms. If you don’t have that now-a-days you got nuthin.

So referring to the Old Spice campaign above here are some numbers:

Total views: 56 Million

Day One views: 5.9 Million views (More popular that Obama’s victory speech)

Day Two: Old Spice accounted for 8 of 11 of the most popular videos on YouTube

Day Three: 20 Million views

Day Seven: 40 Million views

Twitter following: Increased 2700%

Facebook interaction: Increased 800%

Website Traffic: Increased 300%

Impressions generated: 1.4 Billion

Needless to say. It was a YouTube video which was spread across Facebook and Twitter, and reached MILLIONS of people.


5.) Purpose

You should always set objectives. If you make something hoping to go viral you will fail. What do you want to do? Increase awareness? Customer interaction? Promote something?

Back to Old Spice. What do you think they set out to do? I think they wanted to change their target market. Growing up, Old Spice was known to me as the Grandpa product. No one under the age of 60 would ever use Old Spice. I think they knew this and decided to switch gears to get that coveted 18-34 market. How did they do this? Easy. What do 18-34 years old in America enjoy? Humor and Sex. So they got a sexy guy spouting random crap that is hilarious. Look at the above numbers and tell me that it didn’t work. I dare you.


You see all those embedded videos above? They are video widgets. Those are the backbone to any viral campaign. They allow information to be shared fast and easy. That Old Spice commercial? The reason it spread so fast? Look below


You get instant access to all the social media powerhouses instantly. With 1-2 clicks people can spread your internet disease across the social media multiverse. It’s important that these are included, or you know your social media platform of choice or blog is set up for these, or else your virus will be eradicated faster than small pox.

For example look to your right. You want to see my tweets, or Instagram posts of video games and my kitten? Those are widgets! Want to follow me? There is a follow widget right above it. You should click it….

Differentiation: Coke vs Pepsi

This battle has been raging for decades. You have all the ads, the sip tests, etc. It feels like it never stops. Friendships have been lost and family members have been left in disgust over which ever you prefer.

These two companies have been vying for your attention through TV, Newspapers, Magazines, Billboards, endorsements, and now social media. To better understand what we’re up against lets take a look at each company and break down its social media numbers and get a better understanding and how they’re trying to entice us. First let me throw some numbers at you so we know how these bitter enemies stack up against each other. From there we can begin to find some differences. For this post I’m going to focus squarely on Twitter. I feel this gives a good idea of how each company is tackling social media, and how they differ from each other GREATLY.


Twitter: 1.25 million followers

Overall Revenue for the year: $31.9 Billion


Mission Statement:

Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.

To refresh the world…

To inspire moments of optimism and happiness…

To create value and make a difference.


Twitter: 3.01 Million Followers

Overall Revenue for the year: $19.52 Billion



So it looks like Coke and Pepsi obviously have many followers, and sell similar products. Lets be honest here; They’re more or less the same drink. Unless you’re that one person who makes a stink at a restaurant and complains to the server that they don’t have YOUR Coke or YOUR Pepsi products. I hope not. I digress. Coke seems to have the lead in followers and total revenue. They both have very bland generic mission statements. So lets get past numbers and corporate gobbledygook.

Let’s take a look at their Twitter feeds. I’ll pull within the first 4-5 posts, I feel this can pretty much give a good determination of their target market and who they’re engaging with. Once again, Coke first.

A rewteeted CNN article? Ummmm…..Yeah that’s no fun. I don’t want to go to CNN and get sucked into political blackhole. Hard Pass. This seems very generic and boring. Why retweet this? Its not very engaging and it today’spolitically charged environment there is no way I’m going to a political news site. HARD PASS. I guess this might be a retweet for the hardcore drinkers?  I don’t know many people who think to themselves “I wonder hope they come up with flavors?” They think “Hey is this cold?”

Ok neat, World Environment day! Wait is that another damn Twitter holiday? TwittterHolidaysBlow

So Coke is focused on protecting the environment and making sure we know about it. That’s awesome. It shows that Coke is pushing the social responsibility angle to help promote its products. I think plenty of people can get behind that. Climate change is a problem we face today and in the future. I’m glad Coke is promoting this. However, it’s yet another boring Tweet. So far I’ve learned Coke believes I want to protect the planet and enjoy reading CNN articles. This is very exciting or getting me excited to try their product. Let’s try another tweet.

YIKES! Animal abuse! I’ll be honest these tweets aren’t very exciting or inspiring. Coke did the thing here. Its important to remain honest and transparent with your community. That includes both positives and negatives. They could have easily swept this under the rug, but decided to share with its followers. I respect that.

So overall the Tweets were kinda boring and a downer. Animal Abuse? Recycling? A link to CNN? However Coke was very open and honest, and seemed focused on the environment and making the world a better place. I think I’m beginning to understand why Pepsi has more followers on Twitter. ON TO PEPSI!

OK so, right off the bat radically different than Coke. The tone is better and more jovial. It doesn’t feel like a corporate mandated post, which all of Coke’s felt like.

This is a very odd reference. ASMR stands for “Autonomous Sensory Meridian Response.” There are people on YouTube and Twitch that have these channels where they play weird sounds or voices? I think that’s the best way to describe it. Its weird as hell. So yeah needless to say This Tweet is 1000% more stranger than a retweeted CNN post, but still way more engaging. The other Tweet, #NationalHamburgerDay is PERFECT! This is what you usually associate soda with! They really understand their audience and it shows! OK whats next?

And some responses to this Tweet…

Awesome! This is great community engagement. The previous Tweet told us to like a picture of Pepsi but none was given. So this is a great way to acknowledge the missing image, but making light humor of the situation. This is perfect engagement. Pepsi definitely has the sense of humor down to a science!

So let’s compare and constrast Coke and Pepsi.

Coke focused on more stories than impact the world. Environment and Animal Abuse. Pepsi focused on humor and engagement. I think we can understand that Pepsi obviously has the leg up here. What Coke was promoting is important from a birds-eye view, but I think Pepsi understands 99% of the population just wants to drink a cold soda when they want. They don’t need to go “high-brow” to get engagement from their community.

The mission statements explain it all. Coke wants to refresh the world, and inspire moments of happiness and make a difference. Pepsi just wants to make you smile. Coke has a bigger world view, and Pepsi just wants you to enjoy its product. Which do you find more effective? I personally find Pepsi to be more down to Earth. Coke has lofty goals that I don’t personally care about. I just want to enjoy my soda I’ll let them worry about inspiring people.

A quick thing to note about Pepsi, is they tried to follow Coke’s example and they spectacularly failed. Everyone remember the Kendall Jenner fiasco?

Wait wha? A can of Pepsi? Why didn’t anyone else think of that duh?!

This received immediate backlash, and instead of promoting unity, plunged the brand to LOW consumer perception. This came across as Pepsi being stupid. Tensions were high and you think a Pepsi can fix the world’s problem? PLEASE! Get out of here with that crap. I think Pepsi learned its lesson, and now is just focusing on the smiles. Probably a good idea. Let Coke worry about recycling and World peace. Just make us a soda that we can drink at the BBQ this summer.

Information in this article I found at these links below, some are worth further reading:




Orkut, left to Die by its Maker…

Orkut is a very interesting case study. I never heard of it before. I didn’t know it existed, and I’m willing to bet no else did either. At its peak is supposedly had 30 million people. That sounds like a lot but…meh if I’m not mistaken Facebook hit the 50 million mark in two years. Orkut took almost 10 years to hit that mark! I don’t mean to bash on this poor company, because obviously it did well for a time, but I feel its important to really analyze how it failed, and where it could have spent more attention.

Orkut had a simple interface; you could join communities and connect with anyone you wanted. You could also rate your friends, and become fans of each other. Whatever the hell that means. Orkut was essentially the bare bones skeleton version of what Facebook would grow into.

Orkut had no like button, or any way to upvote a piece of content. This is a very basic interaction feature for people. They had no notifications, which is another huge feature left out. Having a news feed was another thing left out, and oddly enough on Orkut you could see who had been snooping on your profile page! How creepy is that? Facebook allows you to stalk each other in secret. Don’t say you don’t do it; WE ALL DO IT!

Facebook was also built with the mobile phone in mind, and was constantly updating its user interface from feedback. Orkut remained slow, didn’t update as often, and for whatever reason just gave up? That’s the one thing that boggles my mind. Google whose current stock price is close to $1,200 a share can’t keep a social media site around to save their life.

Social Media graveyard of Google;


-Google Wave

-Google Buzz

-Google +


This case study also spoke about how for whatever reason Orkut was HUGE in Brazil. This is kind of like how David Hasselhoff is popular in Germany, but no one knows why. The growth of Orkut in Brazil was a fluke, and google never marketed the site toward Brazilians in the early years at least. Google actually touted the site in 2011 and its 32.7 million users in Brazil. Six months later Facebook took that lead, and left them in the dust. By late 2012 Facebook had 92.8% of the Brazilian pie of users.

Warning this can put you into a trance

The one thing I’m able to gleam from this case study is that google had a potential hit on its hands and they let it fail. They didn’t listen to its users, they didn’t update the platform, and couldn’t figure out how the competition was beating them. It just boggles my mind, they obviously have the resources and the man power, why did they just give up and let it fail? Then again I’m not selling at $1,200 a share, so maybe my opinion doesn’t really matter?

Check out this site! Very interesting stuff;

Tired of all those damn apps? China figured out

Personally speaking, I try to avoid social media like the plague for a number of reasons.

  • It’s a pain in the butt
  • People tend to outrage over dumb things (I’m convinced stoking flames is the only way to get visibility)
  • I feel like I accomplish absolutely nothing
  • It’s a pain in the butt

You see the common point there? Yeah, it’s a pain in the butt. As we have moved through the 21st century, we have adopted technology that allows us to connect and communicate to people throughout the world. However, every single company on this planet wants your business. This can get annoying, convoluted, and a pain to actually find what you want, when you need it. I feel as if there is a new app popping up every 5 minutes, that NEEDS (their words) my attention. Most apps require you to enter your personal information, banking information, address, etc. This is invasive in my opinion, but if you want to use specific services to make your life easier, you just have to give up at this point, and hope your information doesn’t show up on some random Russian hacker’s website. The thing that drives me nuts, is that I have to use 15,000 different apps, one for each facet of my life. This gets confusing, annoying, and I’ve run out of paper from writing down all my damn passwords.

Imagine an app, that gathers everything you need in one spot. Imagine opening one app, and never having to worry about opening another 25 just to get what you want. Well it exists! If you are in China that is. (There is another version called WeChat, but its not really catching on anywhere else)

Weixin (pronounced “way-shin”) is a very popular Chinese social networking app. It allows its users to send messages to each other, share news, pictures, hail cabs, buy real estate, purchase a dinosaur (joke) and most importantly link bank accounts to buy anything you need. The company is constantly adding new features to make sure its users use it as the one stop shop for everything they need in their lives. The app is easy to use, straightforward, and convenient. Users rarely need to leave the app to do anything else.

Remember how I said “It’s a pain in the butt?” This app eliminates that statement. This app has caught on fire because it makes everything so easy to do. Imagine that? The company is now worth well over $100 billion on the Hong Kong exchange. (2014 numbers)

This app has changed the way people use social media. Its made things easier, and simple. In the end that’s all people want. Not only that, but this has become apart of their routine and habits.  You can easily make behavior changes, through purchasing decisions or through social change. You have access to a plethora of data to help figure out what people are doing, and how they are doing it.

What is interesting is 70% of online adults have used social media. But within that stat is something way more interesting.

  • 28% only use one social media site
  • 93% use Instagram and Facebook
  • 53% of them use Twitter

This is some heavy overlap that most companies aren’t taking advantage of. People are creatures of habit, and tend to use more than one app to communicate with others. People might hop on Facebook to see a hot topic within their friends list, or just post a vague post about how happy they are. (Spoiler, they’re not) Then go to Instagram to view pictures of food, dogs and babies, and then follow up by checking out tweets about politics or video games and how angry people can be in 280 characters or less.  

All of that is a routine; probably every morning, at lunch, and before bed, or maybe at a restaurant while your boring first date is in the bathroom. No one is taking advantage of that other that Weixin. They have piled all these different functions together creating a super app, which in turn gathers ALL the information from your life. This makes you easier to track and easier to give you the tools needed to make your life easier.

Weixin has figured out how to understand its audience’s personalities and quirks. They understand cognitive factors such as motivations, attitudes and preferences. They also have tapped into the individual factors of demographics, and personality. More importantly they have figured out what its audience wants. That is something many companies, and social media sites should be jealous of.

Breast Cancer Meme: Trivializing hardship for no Benefit

Breast Cancer awareness is an important thing to promote. Here are a couple of stats for you:

  • 12% of women in the US will develop breast cancer in their lifetime.
  • In 2019 alone an estimated 268,000 new cases of invasive breast cancer are expected.
  • 41,760 women in the US are expected to die from breast cancer.
  • As of Jan. 2019, there are more than 3.1 million women with history of breast cancer in the US.
  • About 85% of breast cancer occur in women who have no family history of breast cancer

Those are some very sobering stats. If you’d like to find more information, about symptoms, treatment, and how to get involved in a positive manner please visit:


My mother, last year, was diagnosed with breast cancer. She ended up having surgery to remove one of her breasts. It was a very trying time for both my sibling and I, and most of all my mother (duh). The news hits you like a truck. You don’t understand what is happening, what you have to do, and have no idea what the future will bring. Your mind is constantly shifting between despair and hope. Frankly it sucks. You have no control over had happened, but its important to focus on what you can do and just keep pushing forward.

I recently read a case study of using social media though Facebook to help bring awareness to this horrible disease. There were numerous messages sent out to women who were asked to do a couple of silly things.

-Asked females to choose a color based on what bra they were wearing and post a status; Melissa Black for example.

-Change their status to the location where they put their purse: I like it on the floor, bed (you get it).

-Put the number, followed by the word inches, and how long it takes to do your hair.

Granted this message was perfect for diffusing the message, and getting many people to pay attention. But that’s just it. People inquired about it, wondering about the weird messages. Then, nothing. I get that this is a cute way to help bring awareness to breast cancer, but what did it do, other than confuse people? To my knowledge there were no links to places to donate, or an explanation of why they did what they did.  Just another shallow social media campaign that didn’t do anything to ACTUALLY bring about any information, or bring people together for a cause. It one thing to spread awareness, but its another thing to make a difference.

I never knew this thing existed. I like the idea, but the execution was awful. I can almost guarantee that people simply changed their status and then moved on with their life so they felt included. This failed in mobilizing people towards donations, and really understanding how this disease impacts someone.

They could add links to organizations, writing letters to people who are dealing with breast cancer, or even volunteering. Needless to say, none of this happened and it fell on deaf ears which is super disappointing.

Want to know a great cause? Something that ACTUALLY raised money and awareness. The Ice Bucket Challenge.

I live in the Boston area, and saw this evolving and grow. Pete Frates a local Boston guy, and athlete from Boston College was diagnosed with ALS, and reached out to athletes in the Boston area to raise awareness and donate to the cause.

Within a month it became a viral sensation, and raised over $115 Million dollars. The ALS foundation released a chart where the money was distributed;

• $77 million, or 67 percent, went to research.

• $23 million, or 20 percent, went to patient and community services.

• $10 million, or 9 percent, went to public and professional education.

• $3 million, or 2 percent, went to fund-raising.

• And $2 million, roughly another 2 percent, went to payment processing fees.

In 2016 scientists discovered NEK1, a gene which is common gene associated with 3% of ALS cases. This was discovered by 8 researchers across 11 countries. This discovery was significant but not a breakthrough. Needless to say, the Ice Bucket Challenge was successful.

Check this out for more information:

This is a perfect example of a failed campaign, and a successful one. It’s great to raise awareness, but it’s another thing to inspire and mobilize people towards a goal. Posting a Facebook status update does squat. Unless you plan of donating, or organize the efforts, in the end it’s a fruitless endeavor.


How Warby Parker Disrupted the Market and Utilized Social Media

warby parker logo

Warby Parker (Warby) is an interesting case study in how to circumvent people’s innate ability to avoid change. In 2010 students at Warton School at University of Pennsylvania decided to flip the eyeglasses market on its head. They weren’t satisfied with the status quo of going into storefronts trying on glasses, getting eye appointments, getting appointments with doctors, and all the other long arduous boring steps that go along for this process. Let’s be honest here, people just want to get their damn glasses and be on their merry way. The world keeps advancing with new technologies and new opportunities, but at the same time, it feels like things are becoming harder and harder to manage. Why can’t basic things just be simple, and to the point? Why do you need to follow of checklist of appointments, which could take weeks or months? Want to read that book, or DRIVE?! It should be simple, so you can continue to live your life comfortably with no road blocks in your way. Not only that, but why are eyeglasses so expensive? You could buy a TV, or a tablet for the same amount of money. That is absolutely ludicrous. Eyeglasses have been around since basically the dawn of time, obviously they’re more advanced now, but there is no reason why the prices still remain so high. I shouldn’t have to decide on spending hundreds on glasses, or maybe deciding to use two glass bottoms of Snapple bottles so I can see.  

Warby decided to skip all the paperwork, the long processes and sell directly to their customers. Its all done through online distribution. No showrooms, or other outside forces dictate their product. They were able to sell directly to their customers, which cut out all the middlemen and dropping the price of the eyeglasses.

However, there was some pushback. Eyeglasses of course are an important purchase. People were skeptical about purchasing eyeglasses online. Eyeglasses enhance people’s lives every day, so people felt that important life decisions like this shouldn’t be left to a simple click on the internet. It felt too easy. The prices felt too low. People were asking themselves; “Why are these so cheap? Is the quality low? Do they even work?” Obviously, this was a hard hurdle to get over, but Warby was up to the challenge. Warby needed to first understand human behavior and the habits they have. Then they needed to craft a message and platform that allowed for a behavior change that could disrupt the industry.

People are creatures of habit and they shuffle through their lives. They were used to the old process of buying eyeglasses; Driving all over the place and then waiting to get their eyeglasses after the exams, the in-store visit, etc. This process has been going on for decades so It’s hard to disrupt and change the old ways. Warby created a “Home Try-On Campaign.” They would allow customers to order 5 different pairs of glasses, which are then shipped to them, and to try on. They pick their favorite and send back the rest at no cost to them. This helped to mitigate the dissonance with their consumers. It was putting the power of choice, and customization in their hands. They realized that people were skeptical so it was important to give people the options and freedom to choose to make them more comfortable with the purchase.

Warby takes full advantage of social media to help promote its business, and also make their customers feel comfortable and in power as mentioned above. This is important because it makes the process of buying eyeglasses personal and fun! Their website alone has dozens if not hundreds of varieties and colors so people can really pick glasses based on choice and personality. They actively encourage people to post pictures of themselves on Twitter, Facebook, Instagram, you name it. This creates the most important thing in the new digital age, a community. People are more open to change, more comfortable reaching out to complete strangers if they feel they are apart of something bigger. They have more confidence knowing there are people out there in the same position. Warby also uses YouTube to post fun, and instructional videos online and encourages its customers to do the same. This is very important within social media. Customers have been posting pictures of themselves all over the internet with each other which in turn creates word of mouth advertising for Warby. You can find pictures of customers with their product on social media with their family, enjoying vacations, birthday parties, in exotic locations, you name it! Warby is also very involved within the community. They remain transparent about everything. They’re constantly reaching out to customers asking about their experiences, and responding to comments. This direct communication style builds trust, and the more likely people are to recommend them to friends and family. This is especially important, because the majority of purchases from customers come recommended from people most close to them. If you have a friend or family member that has a cool, stylish pair of glasses, you’re going to ask them about it, if they hadn’t already told you.

Warby has mastered constructs needed for participation on social media;

  • Social networking
  • Interaction orientation
  • Personalization
  • User-added possibilities

They have built an amazing platform, they interact with its customers, allow for a personal touch, and allow the customers to share their experiences with everyone.

Instead of building a brand AROUND a social media platform, Warby simply utilized the tools as its disposal. They didn’t force their company around a social media platform but organically grew around them. This makes them come across as more sincere and not like a corporate robot. By allowing its users to create content, they gain a following, and increase their brand awareness. They are also able to throw the theory of cognitive dissonance out the window! People don’t feel discomfort for something that disrupts their everyday lives. If anything, Warby actually makes the whole eyeglass buying process simpler and easier. By making it an easier process and allowing people to comment, they’re able to change people’s behaviors. They are able to justify the change by offering more customization and personalization, allowing feedback, and creating a community around that.

Warby has created a space where both marketers and consumers can exist and grow together. Not many businesses can say they understand the benefits of social media the way Warby Parker can.

Warby Parker website




The Journey Begins…

Hello everyone! Thanks for joining me on this venture! I have to admit I’m a N00b when it comes to this wordpress thing, but I hope you’ll join me as I learn and blog. I’ll be discussing the many aspects of social media and how it impacts our lives through information and case studies.

I’m currently enrolled with Southern New Hampshire University and learning about social media and how it impacts marketing, and how businesses can better utilize this new avenue to their advantage.

I’m excited to start! Feel free to comment and discuss, just don’t be mean please…