Everything needs a little organizing every once in a while and why should you social media be any different? Your pages and profiles are constantly out in the open for everyone to see, in many ways, they represent you and your voice to the masses. So whether it’s your personal page or business page, do a little clean up to make sure that only the right people are seeing your posts and that your social media past reflects who you want to be.
Here are some quick tips to help you clean up your social media:
Remove content that conveys the wrong message – First things first, what does your content say about you? If it says “Hey! I partied in college!” it’s probably time to clean it up a little bit. Go through your timeline, Tweets and posts and make sure that your content tells your followers who you are. This could mean getting rid of low quality photos, posts with old or wrong messaging, or any content that no longer reflects your company or personality.
Control who sees your information – It is important to have friends and followers, especially for your business’ social media channels, but if the followers are just numbers, they aren’t of much use to you. Take time to go through your list and make sure that the people there are benefiting your page or will benefit from seeing you on their wall. You don’t want to be sending out information to fake or empty followers. As for your personal page, you don’t want to share personal information with people you don’t know.
Update your information – When is the last time you checked your About You section? It can be easy to forget about this part of your social media pages. Make sure that your website, phone number and About You sections are updated, especially if it is your company page. And if you don’t want all of that information showing, make sure to check your privacy settings.
As important as it is to clean up your social media, it can be a pain to do. Here are a few tools that you can try out to help you keep your social media organized:
AJAX Social Wipes
Hello. My name is Stephanie and I’m an unashamed organize-aholic.
Alphabetized spices, organized car trunk, shoes lined up heel to toe by heel height, and a color-coordinated closet takes me to that place of Zen. So, when we kicked off our spring cleaning theme for the blog this month I couldn’t contain my excitement to share a few items in the workplace that can always benefit from some attention, cleaning and organizing.
Freshen up that contact list. Take stock of your business, media, and influencer contacts. In addition to updating the essential mobile and email info, add Twitter handles, birthdays and other personal contact notes. While you’re at it, send a thank you note or two to share with those in your network how important they are to you.
Make the most of your calendar—get insights about the people you’re meeting with ahead of time…and for free. This month, the Refresh app launched, a time-saving and networking savvy app that presents dossier-format information on the people you’ll be meeting with. It aggregates information you have collected and combines it with searchable information/data online.
Update crisis plans. Spring is a great time to open up your crisis plan(s). Update the people in your command chain, update your crisis scenarios and holding statements to your current and forecasted situation, and make sure that all your traditional and social communication and monitoring technologies and teams are standing ready.
Clean the clutter. It’s surprising how much clearing the clutter from your workspace can also clear the cobwebs and give you a fresh new outlook for all your planning, writing, budgeting, etc.
And for those of you that share my penchant for accuracy and order, I am guessing you too are counting down to the Container Store opening this fall. If you see me roaming the aisles, I hope you’ll say hello and share a tip or two.]]>
The same philosophy of “out with the old, in with the new” that you may be using at your home during spring cleaning is the same philosophy that you should be using with your strategies and tactical planning and execution.
What does this mean? It means to take a step away from all of the busy-ness and take a good look at what’s working, what’s not and what new tools, technologies and approaches are out there that you should incorporate into what you’re doing. This doesn’t mean to toss something to the side because it’s “old” or has been in use for quite some time; rather, it’s an audit of sorts. Think of email marketing. You’ve probably used this for years, but does that mean it should be nixed from your list? Absolutely not! Use the spring-cleaning spirit to make, audit, or examine, what tools, tactics and strategies you’re using.
When approaching your spring-cleaning audit, focus on results, innovation and relativity.
Results: Are you getting results from this tactic/tool/strategy? Are the results what your leadership team expects? Can you modify or adjust the current tactic/tool/strategy to deliver better results? If yes, how?
Innovation: Never use something “new” or “cool” for the sake of using it. Make sure it ties into your bottom line or goals. That said, take this time to look for new tools, technologies and approaches that fit in with what you’re trying to do, that can take it to the next level, perhaps in stronger results or to help you achieve your goals.
Relativity: This ties into the innovation point, but I feel it needs repeating. Never implement something new just because it’s cool or new or fresh. You always, always must make sure it supports what you’re trying to do, and most importantly, that it makes sense! It’s all relative to your target audiences, goals, company, product, etc.
Use this spring-cleaning spirit to set the tone for the rest of the year. Best of luck!]]>
Image from huffingtonpost.com
Digital advertising has been around since Punky Brewster was on TV. However, after meeting the show’s star at AdTech 2014, there has been a lot that has changed. Here are some facts* to preface this article. According to eMarketer:
What changes do we foresee in digital advertising? Let’s break down each one of these facts into how it will shape the digital landscape in 2014.
Social media is leading the way to native advertising. Last year, there was an explosion of promoting organic content through social media beyond using the social platform itself. For example, Twitter started offering retargeted tweets. Now the big ad exchanges are starting to offer native tie-ins with your content. Instead of running banner ads, you can run what looks like a news story on a news site. As of the writing of this article, 73% of all US publishers are offering native placements on their site (eMarketer).
Programmatic buying is changing online media buys. There are literally thousands of ad networks and everything is still very manual. Programmatic buying is using technology to identify, purchase and deliver a campaign with limited human intervention. It’s becoming automated. Almost always, it will reduce CPAs and increase efficiencies. What does that mean for publishers? It means that your CPMs will not be set by you – but rather by algorithms. Similarly, what does this mean for advertisers? It means that ads will need to be dynamically tailored for each programmatic placement.
Mobile is very different from online. In fact, it should not even be classified as ‘digital.’ It should be planned, set-up and measured as its own entity. Mobile advertising will begin to be focused around natural breaks in a users’ experience. For example, if you are playing a mobile game where you virtually roll dice, instead of interrupting the user experience with an ad before their score loads, an ad could be dynamically tailored to say “Nice Rolling!” and have the brand message along with it. Various case studies have shown this has a 10x increase in engagement and higher brand favorability (AppSavvy).
Bonus! TV budgets will be shifting toward online video. Most agencies are already planning TV and video campaigns holistically. This change is because although TV viewership is still high, its reach is diminishing. According to Nielsen, the same buy in 2013 received a 5% lower reach than in 2009. In fact, transitioning 15% of a television budget to online will typically lead to a 3-6% increase in reach.
By 2016 mobile advertising spend is estimated to overtake desktop advertising.
By 2018 digital advertising spend is estimated to overtake television advertising.
Although digital marketing is on the rise, you are only as good as the content you create. Like P. Diddy mused in his keynote address, “We don’t follow the conversation; we make the conversation.”
Are you creating a worthwhile conversation in the digital sphere? If not, we’d be happy to help.
*Many of these figures were taken from presentations at AdTech San Francisco in 2014.]]>
Whether we like to admit it or not, we all have a few things we could get rid of, organize or just clean up this spring. Maybe it’s that weird collection of ceramic elves your mom got you for Christmas, or it could be a pile of clothes that you’ve been meaning to donate all winter. No matter, it’s time for some spring cleaning, and here at PPBH we are doing the same.
The communications industry is quickly and constantly changing, which means that those tactics and techniques you were using last summer might not be relevant anymore. So, we are taking the month of April on our blog to help you figure out which methods might still work for your communications needs, and which methods it might be time to let go of. Letting go of the old, allows room to try something new, and in our industry, being ahead of the curve is a necessity.
So keep your eyes out for some smart tips from our experts this month, and get rid of those piles of junk that just aren’t useful anymore.]]>
PPBH was intrigued when Foursquare announced last October that it would allow small businesses to advertise on Foursquare.
The premise behind the mobile check-in app being able to actually track a click to a physical visit into your location was promising. Real foot traffic! Measurable ROI!
We set up a campaign using our agency as a guinea pig, writing several ads that looked like this:
But here’s the thing – that was all there was. We could not specify our geo-fence, target audience, or even our cost per click. Foursquare reassured us in their FAQs that our ads would be shown to potential customers based on their location and where they normally check in. We warily treaded forward, hoping for the best.
DISCLAIMER: We realize we are an advertising agency and that new clients won’t just walk through the door (however if you are our dream client and wish to, we are located here). We did, however, expect to garner some insights as to how Foursquare identifies our customers and potentially recommend the service to our clients.
We let our campaign run for nearly four months (11/25/13 – 3/17/14), and here are the stats that Foursquare showed us:
We can toggle between actions and impressions, but that’s it. We cannot see who checked in, who “tapped” our ad or even which ad copy is performing best. These are must-haves for digital advertising and Foursquare doesn’t have them.
We agree that the cost per action is comparable to a cost per click for display ads, and the click through rate is much higher than the industry average. It’s also so neat that you can track check-ins to your location.
When running online ads there is a reasonable expectation for traceable results and Foursquare doesn’t deliver quite yet. There is a small group of us at the agency who check in religiously, and we did not see any new check-ins to our location (according to Foursquare’s analytics and personally checking through the app). We’d like to know how Foursquare counts the check-ins if we can’t see them.
Once these issues are addressed, we could see this service becoming a powerhouse in the retail arena because of its ability to track real visits. Until then, we’ll stay confined to the archaic question “So, how did you hear about us?”]]>
Image contributed by: http://roxxas21.deviantart.com/
TPP. Most of you have probably never heard of this acronym but for the past month TPP has driven over 36 million users to a single website to watch hundreds of thousands of people help an interactive Pokemon trainer become the world’s very best. Over 122 million commands were sent to TPP from all around the world, and through collaborative (and sometimes not so collaborative) efforts, Pokemon Red was completed in just over 16 days.
Now completing a single player game using commands from thousands of users is a feat in and of itself, but the really impressive thing is just how much interaction TPP stirred outside of the game. Not only did it bolster brand loyalty in the United States and inspire individual users to create hundreds of thousands of memes, it also sparked mini “religions” within its community, most notably of which was the fanatical following of “Lord Helix”.
Now most brands would drool and claw for brand interaction like this, so let’s break it down to see how TPP rebooted the Pokemon fad in the US.
That is just plain rude of me, I haven’t even explained what TPP stands for! The acronym, simply spelled out, is Twitch Plays Pokemon, but the actually meaning of TPP goes much deeper…
Twitch is a website that broadcasts games to over 45 millions users a month. Now for those of you who don’t know how fanatical gamers can be, this is a huge deal. It is a single source for people to go watch the best gamers compete online, and not only that, Twitch hosts some of the world’s largest online gaming tournaments as well. It’s like ESPN for the button/key mashing crusaders of the interwebs.
About midway through February, Twitch hosted something called Twitch Plays Pokemon. Dubbed a “social experiment”, TPP provided hundreds of thousands of users the ability to control a Pokemon trainer (also dubbed TPP) in the classic game Pokemon Red. Though it moved like molasses for the first day (Friday, February 14 to be exact), things quickly gained steam and TPP became an internet trend within 5 days of its launch.
Now that you know what TPP is, we can look at how Twitch Plays Pokemon changed the Pokemon Brand.
This is easy enough. For those that played, watched, collected and dressed as Pokemon, TPP was the kindling they needed to light up all those childhood memories of super powered animals electrocuting, burning, drowning, punching, kicking, sleeping, flowering, burying, body slamming, laser beaming, fairying and singing each other into submission. Fueled with the passion of one hundred Charmander tails, millions of users poured their heart and soul into getting TPP through the game.
This is extremely important to note, and will come back in the next section so perk up and pay attention. To make it so that thousands of people could control a single character, TPP had to come up with a system. The system allowed users to turn on “Anarchy” or “Democracy”. Whichever was chosen to run at that time is the method of how commands were issued.
Getting Users to Spread the Word
TPP players became engrained into the process and became so passionate that they actually got emotional about it. Now it’s not just because they were feeling nostalgic, it was because TPP’s method allowed for users to make a visual difference. When they said “up” in “Anarchy” they saw TPP move up. When they said “down” in “Democracy” they saw their vote get counted in real time. They knew they could make a difference, so they did everything they could to make it happen. They recruited friends and they talked to strangers. They interacted like an internet politician by campaigning their ideas to everyone who could see it. Soon, players gathered behind a purpose they believed in and supported. Strategic planners gained followers and the page saw even more visits just from people who wanted to see what was going on.
As you can see in the picture below, Google searches for TPP rocketed, making it an internet trend within five days of its release. I would have to say this is pretty good for a website that most of you have probably never heard of.
Here, you’ll see that it also bolstered Google searches for Pokemon Red, giving life to a term that had been pretty much stagnant.
Along with becoming a trend within days, TPP also created multiple breakout keywords and topics that related directly to Twitch Plays Pokemon.
But what does that mean for the long-term? As you can see in both charts, this trend seems to have dropped off the map almost days after its completion.
Yes, I made another headline for this. If it bothers you, tough luck, it’s been done.
If anything TPP has created a new connection with old Pokemon fans in a way that hasn’t been tried before. They realized that Pokemon’s old groupies were aging, so they took an inventive approach to appeal to their inner child. TPP rekindled old memories, created new ones and drove users all over the world to connect with each other beneath the banner of Pokemon. They spiked visits to their website, dramatically increased searches for the Pokemon Red game and the ads on that page were exposed to over 778,000 viewers. In the end, what this shows us is that innovation and creative thinking can go a long way, and in this case, bring a flat brand back into the limelight.
And, this is just my theory, but I’m positive it has convinced millions of people to force Pokemon on their children so that they can live vicariously through them.]]>
A PPBH contingent will be at AdTech in San Francisco this week, exploring digital advertising technology trends. Here are just some of the topics we’ll be looking at:
Don’t be sad you’re missing out – we’re here for you. Stay tuned for more updates on AdTech happenings right here on the PPBH blog.
Think about some of the good interviews you’ve seen recently and then of the cringe-worthy. Preparation, practice and many other aspects are involved in a good interview, not the least of which is a well-informed, well-coached spokesperson.
However, in any situation, whether you are sharing your latest success or breaking bad news, there are some working with media rules that you just shouldn’t break. The following while certainly not a comprehensive list, is a sampling of some of the worst offenders.
You’ll look less rehearsed if you just speak ‘off the cuff.’
Actually, the exact opposite is true. Putting in the time to become familiar with the interviewer’s style, defining the three to four key takeaways for the audience and practicing with a trusted source that will give you honest feedback and coach your delivery. And be sure to give some extra time answering “that” question that you hope you won’t be asked—because, more than likely, you will.
Some other considerations:
Ask to see the story before it runs or airs.
With an extremely technical and complex topic, a journalist may allow you, or even request, that you review the content before it goes public. However, this is the exception. Even if the journalist would be willing, it is often their editors that are enforcing policies against reviewing.
If you are concerned about how you will be represented, a safe guard is to bring a digital recorder and disclose that you are taping the interview. This way, if you are misquoted you will have a record if you determine you want to pursue requesting a correction.
It’s ok to say ‘no comment’ or ‘just don’t return a journalist’s call.’
First, we all know that no comment is a comment and is interpreted as an admission or confirmation that you have something to hide.
Putting off returning a call isn’t a solution either. We’ve all seen in the news that media reports in their stories when sources were contacted and requested for information went unanswered.
Compounding these issues, even if you don’t comment, others outside your business or organization certainly will and frame your position for you. Inevitably creating an even tougher situation where you’re playing catch up and trying to correct the situation.
[Note: It’s also key to know that even if you say something is ‘off the record,’ there is no such thing. If you say it, expect that you will see it in your story.]
Don’t get personal with journalists.
Like many of us, journalists only get feedback when we disagree with a story. Make it a point to give good feedback to journalists. Share their stories on your company and personal social channels. Send an email – or better yet – a handwritten note thanking them for their time to talk with you. Stay in touch by sending relevant information about your product, cause or company. They’ve shown an interest, building that relationship and keeping the channel of communication open makes future interviews easier when there is good and bad news to share.
Media like ribbon cuttings and podium press conferences.
Nope. Nada. Not even one little bit.
First ribbon cuttings. Good for a community event to get people involved. Just don’t count on media covering it as your reason for having one.
Turning to podium press conferences, each media outlet works to present an unique take on the story to their readers/viewers and talking at a podium makes that challenging. Granted, in situations where everyone needs to receive the same information at the same time, such as public health/welfare emergency or an initial response to a crisis situation, this type of information format works. But, most often, it’s better to individualize. Create a number of varying angles and visuals to offer up.
Then, when you do land that coveted space or airtime, prepare, practice and avoid these media landmines to make the most of your interview.]]>
Today’s marketing person has grown past their textbook definition. Often today’s marketing people bring to the table the traditional disciplines they learned in their formal education, but that just isn’t enough anymore. They need to bring a new skill set with them, a skill set that increases their ability to understand their audience, employ communication mediums, and leverage available technology – faster then ever before.
Here are 4 traits you must posses to be successful as the new marketing breed.
Adaptability is critical to their survival. In the past, new techniques and methods came slowly and developed over months or even years of use. Powerful techniques emerge almost daily now, in fact, the more they emerge the faster they come. This supports the notion that technology breeds technique – exponentially. So, if you are still carrying around a nice leather day-planner, don’t look behind you because the competition is hot on your tail.
At the pace target audiences are changing technologically, the new marketing person will be driven to reach out even further in front of their audiences. This means they will need to leverage research data and often times make risky assumptions to anticipate audience behavior. We no longer have the luxury of testing concepts over a long period of time. It is a wise marketer that assumes their competition knows what they know. Getting out in front of the audience is a critical piece of the game.
Understanding human behavior and knowing what makes people tick is an invaluable skill. Knowing how to conduct and interpret research will prove to be one of the key elements setting great marketing people apart from good ones. Aligning messaging with target audiences is potentially the most important aspect of a marketing and communication campaign. The ability to “get into the head of the buyer” will prove invaluable.
The days of short burst campaigns are evaporating as long-tail campaigns prove to generate longer and deeper brand relationships. Being able to help clients understand that just because they are tired of their campaign and branding doesn’t mean you should scrap it all and start over. With the amount of messaging our society is exposed to these days, frequency and consistency will pay off in the long run. Great marketers know how to leverage their dollars and insure that messaging and tactics change at the right time to maximize ROI.
Our marketing and communication world is rapidly changing, by the time you finish reading this 20 new tactics will have hit the medium channel. That is no reason to give up, but you absolutely can’t stop swimming – or the sharks will have you.]]>