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May 2012 - Posts

  • Timing + Compelling Content = Social Media Success

    May 17 2012

    Marketers are often in a quandary over the best time to post on Facebook, Twitter and Google+ to maximize customer engagement. Is it in the morning when many people check their Facebook page before they go to work? Is midday better because users look at their Twitter stream during lunch? Is evening best? Which days of the week generate the most engagement? And what about B2B versus B2C — are the dynamics different

    Here are some insights from a recent article, Timing Your Social Media":

     

    • Smart marketers are posting during the workday.
    • For B2B, Twitter engagement is consistently higher during the day on weekdays, with Monday and Tuesday being the highest.
    • B2C engagement is notably higher in the evenings and on weekends for Facebook, with Sunday being higher than Saturday.

     

    While timing is important, it is even more important for companies to be strategic about social media by making sure the messaging is aligned with other marketing efforts. Regardless where it is in our 24-hour news cycle, compelling content rules. It comes as no surprise that the best way to engage your target is to create enriching, interactive content that will interest them any time of day.

     

    Janette Rizk | VP, Social Media

  • Selling to a Billion People, One Person at a Time.

    May 17 2012

    I grew up in a world of shotgun TV advertising where you could reach millions of people all at one time. We thought that was pretty cool. But it's nothing compared to what we can do today. Thanks to the Internet and emerging technology from the likes of Google, we can now speak to a billion people, one person at a time. What's more, we can personalize the messages so that we're speaking to each one, right here, right now, in real time. Suddenly, the possibility of being relevant in people's lives has become profound. Instead of trying to sell them stuff they don't need, we can actually be helpful in their lives by connecting them with the goods and services they really want. Timeliness and personalization are changing the marketing communications landscape and it's never been more exciting. Stay tuned.

     

    Howie Cohen | Chief Creative Officer

  • Humanize Your Brand: Start Sharing Pictures!

    May 17 2012

    One of the fastest growing social media trends over the last few years has been mobile photo sharing. We have seen this utilized via Twitter and Facebook but now, more than ever, people are using dedicated apps to visually interact with each other and, more important, with brands and products. Instagram, the reigning champ in the mobile photo sharing world, has more than 15 million users who have uploaded more than 400 million photos just in the last two years! The potential for businesses to leverage their products and consumer engagement is significant. Here are a few rules to get the most out of the app:

    Post interesting images: Focus less on branded images and products and instead post lifestyle photos that are visually appealing.

    Post consistently and often: Posting a few images a day keeps your brand or product top of mind and offers more opportunity for users to engage.

    Get the community involved: Social networks work better when brands get conversations going. Brands that respond with @replies to those who comment and actively use hashtags generate more activity on their profiles.

    All of these rules allow businesses and brands to become humanized in the eyes of users and gives consumers another platform to engage, learn about and share a company's product or values.

     

    Chelsey Allodi | PR Coordinator

  • Music Videos Create a Buzz With Words and Visuals

    May 17 2012

    The music video phenomenon is not new. Its roots as a promotional marketing tool go back to the 1930s, when shorts were produced featuring bands, vocalists and dancers. The MTV generation was born in the 1980s, — and the music video found itself to be an integral part of mainstream society, creating new opportunities for advertisers. Today, YouTube dominates the way we view music videos and provides record labels with the necessary top 100 lists, listener feedback, viewing levels, demographics and link-related resources to spread its message virally.

    Posting music videos on blogs, personal social media profiles and webzines is now a popular pastime, so musicians are looking for new ways to promote themselves through the Internet. With the advent of HTML5, new interactive possibilities are helping artist's seed their songs. In 2010, Arcade Fire's "Wilderness Downtown" video used Google to push the boundaries of what is possible online. This video was so successful; it exceeded 2 million views by the end of its first day!

    This new phenomenon of integrated interactive viral marketing is fast becoming popular. Recently The Red Hot Chili Peppers "Look Around" and Fox networks New Girl TV show have created spreadable music-oriented content to create visually pleasing viral results.

     

    Craig Allen | Art Director

  • Follow your Followers to the End of the Rainbow!

    May 17 2012

    Sometimes marketing isn't just about getting your message to the right audience. It's also truly knowing your audience and being able to spot trends in advance that can work to your business' advantage. Smart marketers are online — not only to promote their business on Facebook, Twitter and YouTube, but to follow their target market, see what they are doing and where category inclinations are moving. In other words, it's not enough to be in the social media venues and add followers — you have to follow.

    Someone from your company needs to periodically visit the pages of people who "like" you on Facebook and see what is going on in their lives, follow your followers on Twitter to see what they are tweeting about that is important to them, visit pinterest.com to see what people find tangible and interesting in almost any genre and report their findings.

    Making social networking a two-way connection will enable your business to be ahead of the curve when it comes to spotting trends, new interests and hot topics — allowing you to launch fresh business ideas that will successfully speak to your target market.


    Tori Young | Account Manager

  • Involving Your Specialists Early Can Avoid Disaster Later

    May 01 2012

    To the Team Leaders and Managers working to provide only the best for your clients:

    Due to the expansion and technical intricacies of marcom disciplines, you, the generalist, can be more important than ever.  That’s because true leadership comes from being able to see the big picture.  On the other hand, more than ever, your success depends on the talent, experience and support of your specialists.

    The marketing ecology has become so complicated that it is increasingly more dangerous for an account person to answer technical questions without consulting with the appropriate agency specialists.  

    Compared to the relatively simple advertising world of print and broadcast of a few years ago, our IMC company has specialists in search, SEO, information architecture, analytics, digital development, digital project management, social media and media relations.  Imagine what it would take for an account person to converse on all of these subjects at a level that would truly represent the level of the capabilities of this agency!  And I didn’t even list the traditional disciplines of strategic planning, concept development, design, writing, media planning/estimating and video, print and digital production.  

    I’m writing this blog in an effort to help you, Team Leaders and Managers, help your company achieve higher levels of service, while helping you grow and flourish in your own career.

    Here are some tips on how to bring our specialists into your client conversations at the right time:

    1.    When writing important memos to our clients, send the draft to your teammates and appropriate coaches for suggested edits and comments.  (I’ve been doing this for years. So I’m really not as smart as some of my emails might suggest :)

    2.    When you’re with a client and one of the disciplines listed above is being discussed, get the specialist on the phone, turn on the speaker and involve them in the conversation.  It will make you and the agency look smart.  Plus it will save time and effort on your team’s part.  
            a.    Why wait until you come back to the agency to get an answer?  
            b.    Or why take a chance on answering a client’s question, when often we don’t even know what we don’t know about these ever-changing technical subjects?
            c.    Note: Your associates usually have their smart phones with them.  So the chances of reaching someone on a moment’s notice are better than ever.  And if you think a subject may come up at a meeting, alert the specific specialists that you may be calling them. That’ll help make the connection and help them prepare for the conversation.

    3.    Taking a carload of associates to a client meeting at an average hourly rate of say, $175, and then having a two hour meeting that might involve their discipline for 10 minutes is not a good use of time or the client’s money.  And what’s going to happen to the specialists’ one hour of travel time and two hours of a meeting that a client shouldn’t have to and doesn’t want to pay for in exchange for 10 minutes of advice?  Using the phone, as I’ve mentioned above, will often solve the problem of trying to arrange meeting times for a gaggle of people and the problem of unbillable time.

    4.    There are some things that an experienced team leader should be able to give ballpark estimates for if they have enough parameters.  But WARNING:  It’s getting more and more difficult.  And the consequences of an uninformed, inaccurate estimate are:
           a.    loss of respect from the client
           b.    loss of respect from your associates
           c.    loss of time due to the misstep
           d.    loss of revenue for the agency
           e.    loss of an account
           f.    and possibly loss of your job if the mistake is severe enough or if you have a history of this mistake.

    So let’s use our online and telephony technologies to collaborate and learn from our specialists.

    This will help you use your company’s capabilities at their highest levels in more efficient ways.  And by doing this, your clients, all your associates and probably you -- more than anyone else -- will benefit from it.

     -Joe Phelps | CEO