Ana Lopez

According to Ana Lopez’s twitter bio, she describes her occupation as “Communication, Marketing, and PR at Lopez Nosey, journalist and anthropologist” As if that description isn’t enough in itself, it only grazes the surface of who she is and what she does.

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Ana Lopez visited our class on Wednesday April Fourth to discuss who she is and what she does, and I was thoroughly impressed. In her years she has been a part of some of the largest campaigns and succeeded in various fields.

What was especially interesting about Ana’s career is that she was at the forefront of digital media essentially. When she began at her first company, Estrella Damm, in 2009, social media was barely in use. She had learned essentially to do PR “the old fashioned”, or traditional way and without the use of websites such as Facebook, or Twitter. However, she was just in that time slot when social media began to get more popular and she used it to her advantage to market Estrella in a way it had never been done before. The times were changing, and instead of falling behind Ana Lopez made it her goal to bring Estrella Damm forward with it.

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In 2009, there was “no digital marketing department, or digital team” at Estrella Damm, it was just her, alone, as the Digital Manager. She decided to take a leap and create a three minute long music video for their Estrella’s 2009 campaign that perfectly exemplified the company’s brand territories such as “music and culture, friendship, gastronomy, party time” The video was shot in a beautiful location, Formentera, which was an excellent background for the fun filled video portraying the partying, friendly, and fun experience their drink accompanies.

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The campaign was an amazing success. Just after one video, the company’s brand awareness went up by 225% in the summer of 2009 alone. The video reached 2,500,000 views that summer, strictly on the newly created Estrella Damm Youtube Channel. The song used in the video, “Summercat” by Billie The Vision & The Dancers-a once unheard of Swedish group became the number one most downloaded song in Spain that summer. And the location of the video, Formentera became the preferred destination that year. And all of this mass reach and influence was the result of one single three minute long video, created, directed, and formed by the one and only, Ana Lopez.

Ana’s approach was absolutely genius. She saw the opportunity that the newly created social media sites gave their company and all companies frankly in terms of advertising.  Ana was the first person, and Estrella Damm, the first company which used the internet, specifically Youtube, to make a music video to entice customers. It was a complete smash, and it was only the beginning.

Following the 2009 video, Estrella Damm realized the incredible effect and impact that social media could have for their company. Estrella Damm began growing their social media presence, and in addition of expanding Estella Damm’s Youtube channel, Ana Lopez created the company’s Twitter, Facebook, and Instagram amongst many others-from the ground up, completely by herself. Essentially, Ms. Lopez created Estrella Damm’s entire social media personality in Spain in the years following 2009.

In 2015, Estrella Damm created another video, this time a 10 minute long short film. Ana, who had always worked alone, became in charge of a team of thirty plus individuals inside and outside the company. The video had 6,500,000 in 2015 alone; was awarded by Youtube as the best campaign in Spain, and increased brand awareness by 5% in Spain, and 30% in Spain.

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The figures are impressive enough, but what is truly incredible is all that Ana Lopez was able to accomplish for Estrella Damm and for herself, in such a short period of time simply through the use of social media. 2009 offered the new opportunities that social media websites such as Youtube offered, and Ms. Lopez saw this and used it for her and the company’s advantage incredibly.

After her many accomplishments and much success, Ana Lopez left Estrella Damm and began her own digital agency, La Lopez, as well as opened La Lopez Cafe, a “cafe to enjoy homemade food…a place for creativity and culture…and a network itself.” It seems that the possibilities for Ms. Lopez are endless, and I look forward to see what else she does in her career!

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Ana Lopez and company enjoying some homemade food at La Lopez Cafe

Mobile Journalism: The New Media

Mobile journalism is a recent form of media that has emerged as a result of our advancements in technology. Nowadays, almost everybody has a smart phone, and if so, they carry it around with them wherever they go. As a result, people are constantly giving live updates to applications such as Instagram, Snapchat, Facebook, Twitter, and even through text messages and email, to name just a few. These updates are often posted as they occur in real time and can take various forms such as text, video, audio, and photographs. The smartphone really does it all!

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Mobile journalists, or mojos, as they are often referred, have used these developments to their benefit. Instead of having to bring bulky tape recorders, or oversized video cameras  to events or interviews, they can just simply bring their iPhone out. Neal Augenstein, a radio journalist stationed in Washington D.C. expresses this perfectly, “Since 2010 I’ve been doing all my field reporting just with my iPhone and iPad.” Applications have even been created to assist in smart phone editing, recording, and posting, to make news reporting from a mobile device that much easier, and the presentation that much more professional. Applications range from Call Recorder, which records phone calls and interviews, to shooting and editing software applications such as Splice, and Magisto that assist in delivering precise and relevant content.

In addition to smart phones’ many features and capabilities, another advantage of the hand-held device is it gives journalists the ability to capture anything that may occur while they’re out and about. If something happens when journalists are on the move, they can simply take out their phones, capture it, and then share it with their audience. This accessibility is most likely one of the biggest advantages of having a smart phone. Anything can be posted to an online newspaper or application directly from a phone, as quickly as possible, or even live, as it is happening. Journalists no longer have to wait to get back to the office or to get to their computers to record what occurred because they can explain it and even show it as it is going on. Stephen Quinn, an experienced mojo, defines mobile journalism, “mojo is editing on mobile phones as well as the shooting..It’s also captioning, putting headlines and credits. Real mojo, true mojo is doing everything with a mobile phone.” And it’s easy! With the availability of smart phone access and with apps that allow us to record and capture events in real time, journalism coverage has taken a whole new form, and, it is faster and easier than ever before.

All Hail-Storify

Storify! The social media tool that combines everything, all in one. I have long waited for a service that would be able display and allow me to make use of all my daily used applications-Instagram, Facebook, Twitter, all in to one area, and I have now found it. Storify allows you to create a wall type outline, or timeline, which shows you updates of what is going on throughout all your applications . It is up to date, and is a great tool for things such as blogging. You can easily pull from multiple sources pertaining to your topic, in an easy to use, fashionable outline. Not only is it fast and efficient, but Storify also allows for interaction, collaboration and feedback from others. You can get realtime responses and feedback from others users, something recently coined,”Live-blogging.”

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Storify’s website gives a clean outline of everything their service offers users. Features include “Real-time collaboration”-which allows you to publish, edit, update, and review your story from anywhere, anytime. “Create stories wherever you find them”-there is now a Storify app which allows you to post content as things are taking place. “Immersed, engaged audiences”-which allows you to pin content and key stories along with notes, allowing feedback from others and also a direct link back to your site! And lastly, Storify is free! However, there is two options or versions. Storify Free and Storify 2 which you evidently have to pay for. The website clearly outlines the features of both to see which better fits you as a blogger and user. Storify is unique in that it provides an area to post about what interests you, whenever you want, and wherever you are, and even more importantly using all your favorite sources and applications to do so. The large search bar with various options such as “recent” and whether you want results to include “links” and “retweets” helps to narrow down the large amount of content that is readily available. Content can also be narrowed by which applications you wish to use, and from there allows you to easily drag and drop the desired material from other sources to your timeline. Once you’re ready, you can then choose which applications you want to publish to in addition to your Storify timeline. Users can simply click to post to all social media, or choose specific applications such as Twitter, Youtube, Instagram, or Facebook, depending on the content. Storify is truly is the wonder tool of social media, incorporating essentially all major applications and sources in one area. If you haven’t used it yet, its’ absolutely time to start!

The New Form of Communication: Snapchat

Nowadays with the availability of thousands of phone applications and device services, there are countless ways to communicate and message with others; whether its’ primarily through written messages such as iMessage, text messages, email, WhatsApp, Facebook, and Twitter, or through photo messages such as Instagram and now, Snapchat. Originally invented in September of 2011, it wasn’t until 2012 when it really began to take off. Snapchat offered a new concept, as described by Snapchat CEO’s Evan Spiegel’s in 2012, “Snapchat isn’t about capturing the traditional Kodak moment. It’s about communicating with the full range of human emotion — not just what appears to be pretty or perfect. Like when I think I’m good at imitating the face of a star-nosed mole, or if I want to show my friend the girl I have a crush on (it would be awkward if that got around), and when I’m away at college and miss my Mom…er…my friends.We’re building a photo app that doesn’t conform to unrealistic notions of beauty or perfection but rather creates a space to be funny, honest or whatever else you might feel like at the moment you take and share a Snap.” Spiegel and his team used Snapchat to offer a quick second, real-time photo which showed reality, not an edited, photoshopped, idealized moment that Instagram and Facebook sometimes convey.

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Although Snapchat originally debuted in 2011, it wasn’t until late 2012 that it began to take off. By November 2012, the ghost emotion app quickly became the must-have app for communicating with friends. A sharp contrast from earlier in the year in May 2012, where just 25 images were being sent per second and, “November 28, 2012 saw that users had shared over one billion photos on the Snapchat iOS app, with 20 million photos being shared per day.” The quick disappearing images were fun, fast, and created a certain security in the fact that they didn’t last forever. You couldn’t be held accountable for a 10-long second photo for it disappeared as quickly as it came in, and couldn’t be shared with others who weren’t intended to see it. For the first time, you could control who saw what you posted,and for how long. The long time idea that photos shared online lasted forever was gone and people were sending riskier, more exciting photographs to one another. Since then snapchat has expanded and taken off exponentially expanding, and by November 2016 Snapchat users were sending 6 billion videos per day. In addition, Snapchat has expanded to include text messaging, “stories” which can be shared with all Snapchat friends and “Discover Weekly” which includes current news and national events from various networks such as CNN, and even US Weekly. Although it’s uncertain what is the future holds for Snapchat, it is certain that it is not going anywhere soon.

Social Media & Traveling

It seems as of late, people spend a lot of their time creating an online identity that are idealized versions of who they really are, myself included. We use social media as a confidence boost, and measure our self worth in terms of likes, retweets, favorites, and comments we receive from our peers, and even complete strangers. When we travel, go to a concert, or any place we feel is worth telling people about, we take a picture or video, and post it to our various social media accounts. A moment is almost never fully embraced and enjoyed before someone is reaching for their cell phone to take a picture of their surroundings. We are almost never left alone with ourselves, to explore, or truly experience. Instead of focusing on ourselves and our surroundings, we think of others when something happens. How it will impress them, effect them, etc. Our first instinct is surprisingly not to grasp the moment, we think of others, how we will appear to others when we show them what we’re doing. Think look how cool people will think I am when I post this on my Instagram. Almost all outings are an opportunity to brag to the world about how great your life is. But if we really know someone, the pictures and posts on social media do not usually reflect what they themselves, or their lives are really like. We use it to hi-light impressive moments in our life and idealized versions of who we really, in hopes that people will see them, be impressed, and admire us because of it. It comes to a point where we seem to be doing things just in order to get a photo of it and share it with others. Outings are no longer for pure enjoyment, but based on imagining “how cool the pictures will be!” Just a few days ago my roommates and I were discussing travel destinations when one of them said, “Oh my god we have to go, I need to get a picture in front of The John Lennon Wall.” Going to Prague was no longer about seeing, exploring, and experiencing the city ourselves, but instead of the picture opportunity just one small spot created. Despite the thousands of things the city has to offer, her main reason for going was the opportunity it created to share with her friends and get positive feedback because of it. As enjoyable as it is to be able to share these wonderful experiences with our friends and family, in real time, these “photo opportunities” seem to be taking away from the real life experience we should be having with these places. Do you even really see where you are if you’re only looking at it through a camera lens?
Think of concerts before the invention of hand-held camera phones. It was a room or stadium of people, together, singing, dancing and enjoying, and living through music. People weren’t on their cell phones, they were present, and when the band turned the lights off and asked them to illuminate the crowd it was with lighters, not cell phones. Now, people use cell phones which are usually already in the air in hopes to capture the perfect shot of their favorite band or musician. Even going online to find pictures before and after cell phone camera inventions, you can see the transition from the class lighter photo, to the cell phone screen illuminated room. One article I found partially interesting was on CNN, written by Jarrett Bellini where the featured photo was a sign from a band called the Yeah, Yeah, Yeahs. It has been blurred out for inappropriate language, but it reads “Please do not watch the show through a screen on your smart device/camera….Put that away as a courtesy to the person behind you and Nick, Karen, and Brian. Much love and many thanks! Yeah yeah yeahs. This was just one small attempt to bring people back to reality, to really enjoy and experience the show and not be on their phones. “Be present.” is often something my parents say to me when I seem to be glued to my phone during a family trip, and as frustrating as it is to hear, they are right. It’s time to be selfish! Actually enjoy our experiences, and stop trying to capture them for others to see.

CNN Article: http://edition.cnn.com/2013/04/26/tech/social-media/apparently-this-matters-concert-phones/

 

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