Posts Tagged ‘social media’

Money Talks, BS Walks!

Posted on: December 21st, 2013

The struggling economy gave way to stricter checks and balances in many industries, especially the advertising industry.  In the world of intangible digital media, being able to prove results and ROI is the gateway in securing bigger projects and appeasing bigger clients.  But, the challenge in building social media campaigns with a near certain RIO is something many agencies struggle with.  Finding the exact formula that works for each brand can be a cumbersome task if you are ill-equipped with the knowledge in what to build and how to test it.

Every brand is different, especially when it comes to building social media strategies that work for them wholesomely.  Finding the formula in social media engagement that works for a brand is the key to delivering results that every client is pining for.  But how?  Well, sometimes you have to get down and dirty.  Sometimes you just have to put that lab coat on and start knocking out experiments.

The Social Media Examiner posted an excellent article that gives you step by step guidance in setting up Facebook experiments for maximum engagement.  Apply these techniques to every social circle you manage, with every brand you represent.  Find what works for each brand you represent ensuring you always provide the maximum ROI for your clients.  Money talks, BS walks!

Check It Out:  How to Improve Your Facebook Engagement Using Controlled Experiments

 

Author: Alison Walter - Director of Online Content

In an Era of Mega Agencies, Ad Rates Are About to Soar

Posted on: August 30th, 2013

The pricing facet of advertising has always intrigued me.  It is one of the few premium industries that seems to have an uncapped potential regarding what entities are willing to pay for a return on investment.  Sometimes I look at what my clients are spending for a small banner ad on one of our global e-commerce sites and I just am still astounded that those numbers are real money!

Of course there are many tiers of advertising spends, and while TV has almost always dominated the top tier it has quickly had to compete with the large dollars that companies are allocating solely into digital.  I’ve recently caught glimpse of an approaching turn of an era for advertising.  This is not only for the types of ads that will continue to provide value to the consumer and a true ROI back to the advertiser, but also a turn in the level of money that companies spend.  The blog below from Ad Age covers this topic with a fantastic overview of how consumers are no longer at the mercy of advertisers in all outlets.  As advertisers, not only do we have to recognize that the consumers hold the power more than ever of what they view, but we also have to understand how we can stay ahead in reaching them with rich and uncompromised value.

Enjoy the article below.  Where do you think the industry is headed?  Do you agree with the predictions about Ad Rates?  Let us know what you think!

 

In an Era of Mega Agencies, Ad Rates Are About to Soar

Thanks to Technology, There’s a New Factor in the Negotiations: the Consumer

Ad Age    By:      Published: 

For most of its history, the assumption in the advertising industry has been that the larger an agency becomes, the more money it has to spend on media, the more leverage it has in negotiations with publishers and networks, the less it will have to pay those outlets for time and space.

This explains the widespread expectation that lower rates will result from Publicis-Omnicom’s giant presence in the advertising marketplace. In the short run that surely can happen, but don’t expect it to continue over the long term.

When advertising rates result from a two-party negotiation — media buyer and media supplier, as has typically been the case for decades — buying power helps to drive down prices. But scale doesn’t have the same clout with interactive media.

Traditionally as advertisers focused on driving down the price they paid to get people’s attention, media publishers have had a choice: reduce the cost of content (giving the consumer less value), or put in more advertisements. This is one reason why TV is eight minutes of advertisements for every 22 minutes of content.

Today, however, technology is providing the alternative for individual consumers to pay to remove advertisements, rather then give their attention away for pennies. Increasingly, the market for consumer attention will not be a negotiation about the leverage of media buyers over media publishers, but rather a market in which each consumer can decide what his time and attention are worth to him, independent of media buying power. Eventually, the pain of too many ads, with too little value, reaches a point where it is a very easy choice for a consumer to pay for content rather than see ads. More than ever, consumers are buying their way out of advertising, effectively outbidding the advertisers for their own attention.

Think consumers buying their own attention is an abstract idea? What about the $10 per month that consumers pay for their DVRs? What about the PandoraOne? Spotify Premium? Netflix? HBO? Showtime? Sure it’s great content, but it’s also a better experience, in large part because of a conspicuous lack of advertising.

As technology continues to make media more malleable to the individual consumer’s whims, the price of bought attention (advertising) will have to reach the proper equilibrium with how consumers value their own attention. This means advertisers will have to value people’s time and attention at many multiples of the current rate card.

The good news: exponentially higher prices for consumer attention should not scare advertisers. Targeting, measurability and, most importantly, a new age of interactive story telling and advertising creativity will make advertising with more impact and more than compensate for the increased price. Advertising that is precisely targeted and measurable will result in far fewer ads, so publishers can focus on better consumer experiences, instead of artificially generating a large volume of meaningless metrics.

All of this is to say that the biggest question facing advertisers in the Publicis-Omnicom, mega-agency era will not be how to drive the price of advertising down, but rather how leverage their vast resources to generate ROI on much higher priced ads. Solving for this will allow premium publishers to better balance between subscription and ad-supported revenue and make ad-supported premium content a viable option. This will be the number-one topic for the media and advertising industry for the next five years.

All Access to Whom?

Posted on: August 10th, 2013

By: Shauna Mahoney

When you go to a store with the intention to shop there again, you may become a part of their Loyalty Program. I did this when I was 18 working at an American Eagle. There, they call it an “All Access Card”. This is where certain articles of clothing have a point value, (shirts were 15 points, jeans were 25 and so on), depending on how many points you had at the end of the month you would receive coupons in an email or in your physical mailbox. To become a part of these programs you just need to fill out your information; name, number, address, email and sometimes birthday, then you take the card and congratulations! You’re loyal to them, forever.

Forever may sound slightly off-putting, so we’ll just say for as long as you’d like to stay loyal to them (considering I don’t know the last time I used that card, or any of my loyalty cards for that matter). When you sign up for those programs the thought process is you are now a part of the brand. You are special and that’s why you deserve these incentives. This is your store, and it speaks to you unlike any other brand out there. They still have access to your information; they can still send things whether you want them to or not, but this is where forever comes into play. Social giants Twitter and now Facebook are buying into these loyalty programs, and are trying to drive offline shopping just as much as they are online.

Facebook has been the main digital advertising platform, with its “sponsored ads” section on the right side of your homepage, and “suggested posts” within your newsfeeds. Well now Facebook, as well as Twitter, have paired (on separate accounts) with data giant, Datalogix. Datalogix can take the emails used for your Facebook account, and/or Twitter account, and match it with any loyalty program you have used the same email account for; to let brands know who is buying what where, and how frequently. Your sponsored ads within Facebook, and the suggested posts might start to become slightly more relevant to your life, (No Facebook, I do not need Free Accelerated VPK, I do not have a preschooler.), but that they might become more beneficial to you.

From the outside looking in, I’m a little weary of this idea. I already have two separate email accounts. One for personal/important things, and another for stores and coupons, and things regular people consider junk. Now my junk folder is going to end up on my Facebook and Twitter feeds? That’s slightly excessive. Although, from the inside looking out, this is a great way for advertisers to get a closer look at their audience and their buying behavior. Facebook and Twitter alike have a right to know how often I get a German chocolate milkshake from Häagen Dazs, or when I buy my Macintosh car scents from Yankee Candle. Social media is meant to be life invading, right? This sounds like instead of having “All Access” to American Eagle, that card is Facebook and Twitter’s key to having all access to me.

Facebook Unveils Plans to Take Over Mobile

Posted on: April 5th, 2013

by Bobbie Jo Stuff

facebook-mobileThursday Facebook CEO Mark Zuckerberg announced software that aims to put Facebook messages and friends right on the home screen of your smart phone, in a similar fashion to how we receive text messages.

Facebook Home is a family of apps that will fuse within Google Android operating systems.

“We’re not building a phone, and we’re not building an operating system, but we’re building something a whole lot deeper than any other app,” Zuckerberg during an event at Facebook’s Menlo Park headquarters.
Facebook demonstrated the software, which will be available for download to a limited number of Android phones starting April 12, and invited partner HTC to reveal the HTC First, the first smartphone to come with Facebook Home pre-installed.

This is a serious step forward in bringing social and mobile closer together.

facebookmobileFacebook Home’s refitted functionality offers users an outlet to have conversations with a single tap, and features “Chat Heads,” interactive profile pictures that you can alter and play with.

Chat Heads deliver message previews and give the option to start a conversation with just one tap. The heads are a part of the entire mobile experience; you’ll be able to interact with Chat Heads sitting atop the screen as you do other things. The flying heads, which you can flick around with wild abandon, work with both Facebook and standard text messages.

Though ads will not be involved in the initial launch, ads will appear on the app eventually. What could this mean for the future of social and mobile marketing, or the future of Facebook? Time will tell.

 

 

Twitter Celebrates 7 Years

Posted on: March 25th, 2013

by Danielle Byrd

The first Tweet from @jack was sent seven years ago. And apparently seven is a big year for Twitter because they shared in their blog this old English quote: “Keep a thing seven years, and you’ll always find a use for it.”

What did we do before Twitter, Facebook, MySpace, really any social media platform? I’m sure we can think of something, but now it is an integral part of our daily lives. Even those not on social media are discussing topics that originated from a tweet the other person saw that day. So no matter how much one indulges, or refuses to join in, the social media phenomenon will continue to touch our lives.

Congrats to you Twitter for being one of the big dogs in a competitive social industry. I personally use you for news, industry headlines, and comedic therapy. What do you use Twitter for?

Twitter shared this interesting, yet simple video of a look back at the past seven years.

To view Twitters blog celebrating seven years click here.

Hey, Read This! (5 Lessons Through Quotes on Advertising, Strategy and Leadership)

Posted on: February 20th, 2013 1 Comment

by Robyn Walters

Everyone in the advertising industry will need advice at some or multiple points throughout their career. Here are 5 key life lessons through quotes on advertising, strategy and leadership from the best-of-the-best.robyn

On Advertising:

1) “The objective is to create the impression that the agency has a proprietary methodology for understanding and explaining consumer behavior. It is a way to hide the ultimate advertising truth: creating advertising is largely precision guessing.” – Bob Hoffman The Ad Contrarian

Advertising has never been a science, so do not come down on yourself too hard when a pitch does work. Go back to the drawing board and try again.

2) “The only people who care about advertising are the people who work in advertising.” – George Parker Confessions of a Mad Man

Always ask yourself “what motivates my client?” and speak to that intention.

On Leadership:

3) “Trust is built on credibility, and credibility comes from acting in others’ interests before your own.” – Stephen Denny Killing Giants

Trust and credibility are traits that will take your entire career to build and only seconds to destroy. Act carefully.

4) “The goal in life is not to attain some imaginary ideal; is it to find and fully use our own gifts.” – Gay Hendricks The Big Leap

Never be afraid of your talents, use them to their fullest capacity and be true to yourself. You will land on top.

On Strategy:

5) “If dogs don’t like your dog food, the packaging doesn’t matter.” – Stephen Denny Killing Giants

Advertising is not the solution to poor quality issues. It is an aid, but if people are not willing to voluntarily talk about a product it is time to reevaluate.

Hope these insights help to build and enhance your careers. I am always happy to talk and offer assistance, please feel free to reach out at any time, robyn@robynwalters.com.

Twitter, Something Old, Meets Vine, Something New

Posted on: February 8th, 2013

by Bobbie Jo Stuff, Ad 2 Tampa Bay Intern


vineVine, Twitter’s new app, being coined the “Instagram for video,” is a video sharing app that allows users to upload six-second video clips embedded directly into their tweets. Twitter did not want to follow in Instagram’s photo upload craze. Instead, they designed Vine as a video upload service that stays true to Twitter’s 140-character mantra by restricting upload time. 

Vine launched Jan. 24th and is positioned to be the next great social media platform. This will not be just another hub for cute cat and baby videos, but an app that has potential to bring a new meaning to journalism and news gathering (imagine if hurricane Sandy victims could show videos of the damage instantly.)

Brands are already starting to launch their six-second ad campaigns. Big named companies like General Electric, Red Vines, Urban Outfitters, Malibu Rum and many more have already joined.

Can a six-second ad be effective? Is it the future of advertising? Will more people/brands become a part of this new app? What does this mean for your clients? Only time will tell what this new outlet can do, but it might be a good idea to spend some time learning about Vine now so you’re ahead of the curve.

Vine can be downloaded on iTunes and is compatible with iPhones, iPad and the iPod touch. The app is optimized for the iPhone 5.


Get to Know: Sarah Buckner

Posted on: January 2nd, 2013 1 Comment

Courtesy of Dylan Melcher

The Ad 2 Tampa Bay board is comprised of young professionals throughout the community. Get to know Ad 2  Social Media Director Sarah Buckner. Connect with Sarah on LinkedIn.

Name: Sarah Buckner

Board Position: Social Media Director

Hometown: Born in Tampa but grew up in Tucson, Arizona

College Attended: University of South Florida – Go Bulls!

First Job after College: Marketing Internship Asst. Supervisor at Busch Gardens Tampa Bay

Current Employer & Position: Account Manager at Bayshore Solutions

Favorite Spot in Tampa: So many to choose from! I love Oxford Exchange and Ciro’s, but my most favorite place to be is on the water.

Favorite Ad 2 Event/Memory: I had a blast at the Ad 2 Mid Year Retreat this fall, it was great to meet Ad 2ers from all over the country. And I love a good reason to dress up, especially if it’s in 90′s gear!

Worst Job Horror Story: When I interned for Busch Gardens, one of my responsibilities was to visit the local hotels that sold tickets to the park. After only working there for about a month, I pulled up to the front of one of the hotels I visited regularly and something strange caught my eye so I waited a minute before I got out of the car. The next thing I know, this man runs in front of my parked car and is shot to the ground by a bunch of under cover US Marshals. Yep, I witnessed a wanted fugitive get shot (in the butt, no kidding) by US Marshals while sitting in a SUV wrapped with giraffes and roller coasters.

Anything Else to Share: “In every job that must be done, there is an element of fun. You find the fun, and – SNAP – the job’s a game!” – Mary Poppins

Ad 2 Tampa Bay Hosts Engaging AdTalks: Making Networking Work for You

Posted on: August 8th, 2012

PRESS RELEASE

Ad 2 Tampa Bay Hosts Engaging AdTalks for Young Professionals

Making Networking Work for You
——
TAMPA, FL, August 8, 2012—Ad 2 Tampa Bay has offered emerging
advertising professionals the chance to become successful leaders since 1947. The organization has been recognized for its work in public service and won the national public service campaign last year. With the upcoming Republican National Convention and the organization’s successful June event, “AdTalks, Branding Tampa Bay”, Ad 2 Tampa Bay hosts another engaging program to motivate Tampa’s up and coming leaders.

The upcoming event will be held on August 14th at local favorite, Mangroves SoHo, from 6-8pm and includes valet parking for only $2. The AdTalks program focuses on “How to Make Networking Work for You” and features a discussion lead by Marla Lucas, the Governor of the American Advertising Federation’s
4th District.

“We want to give other young professionals in this industry the chance to shape the community in a positive and impactful way through professional development,” said Ad 2 Tampa Bay President, Amanda Fisherman. “Ad 2 Tampa Bay will give them a platform to do it.”

In addition to an engaging discussion, guests will receive firsthand knowledge on the benefits of participation in a young professional organization. Admission is free for Ad 2 members who RSVP in advance and $5 cash at the door. Non-members who attend the event may receive an exclusive $5 discount for annual Individual Membership and have their admission fee waived. Otherwise, non-members pay $5 in advance and $10 cash at the door. To find out more about Ad 2 Tampa Bay or to purchase tickets in advance visit www.ad2tampabay.org/adtalks

About Ad 2 Tampa Bay:
Ad 2 Tampa Bay is the unified voice of Tampa Bay’s emerging advertising professionals. By combining the Tampa Bay area’s brightest developing talent while working in conjunction with the American Advertising Federation’s national network of over 50,000 members, Ad 2 Tampa Bay seeks to raise the profile and prestige of the local advertising industry through education, legislation, and public service.

###

The Best of Social Fresh East 2012

Posted on: February 13th, 2012

The best of Social Fresh East 2012.

Social Fresh was held again in its third year in Tampa, FL and one again I had the privilege to attend. Chances are you may have missed the 2 day conference on social media. Since social media evolves very quickly there always is a lot of information to cover. This time around the hottest thing around is Pinterest. Social Fresh always manages to stack the line up with great speakers that have plenty of information to share helping give attendees and edge in their social media marketing efforts. This year’s social fresh included: Hubspot, Red Hat, Ford, Nordstrom, Intuit, AOL, eMarketer and more. Presentations covered  some of these topics:  Pinterest, Connecting Facebook & Email, Where Does Social Fit? Social Media Lead Generation, Digital Trends for 2012, Google +,  and plenty of other side topics. Again this was a great conference attending Social Fresh provides a great opportunity to hear experts from some top companies speak about their social media strategies.

 

The Best of Social Fresh East 2012 Day 1

The first speaker Jesse Catlin from eMarketer gave a really interesting presentation on Digital Trends for 2012. He started out by demonstrating the power of social media. It can cause a person to commit suicide, it can topple a government, it can elect a president, it can raise funds and even start a virtual protest.

He presented a great mind hack in the sense that if you feel you know everything you will not have space to let in new information. He suggested reading two books per month for self-enrichment. Online Video will be one of the top emerging trends in 2012 as people adopt more powerful mobile devices connected to faster networks. He mentioned the reach of Facebook. There are more than 2/3 of the US population on Facebook. It would be the third largest country behind China and India. In Latin America 84% of internet users are on Facebook.

Keep humanity in your content and remember that most viral content is humorous. Eraders will die off hence the Amazon’s KindeFire, a really nice ereader or crappy tablet. Mobile commerce is poised to really grow. Personally I think mobile commerce in the form of Square, and Intuit’s new device makes it easier than ever to accept credit cards and this new type of commerce will drive the mobile revolution in mobile commerce.

Create magnetic content. He used BlendTec and their “Will It Blend” series of YouTube videos, and Ford’s sock puppet as an example. Think of social media marketing in the broadest sense. Some keys to becoming effective include: building trust, having transparency, and listen. How are you speaking to your customers?  Remember to be humble, and add value. Recruit form your core, and target the coveted individuals.

Video advertising and content curation will become hot trends in 2012 as well. The business is the business of people. If you know what people are doing you can capitalize on it.

Be sure to check out his Slideshare it’s packed with useful charts and graphs detailing the anticipated growth in social: http://www.slideshare.net/socialfresh/jesse-catlin

@JHCDigital

 

Listen Launch and Leverage

Chuck Hemann of WCG spoke about the importance of using social media to listen. When you listen it can help will all of your efforts from social media including, marketing, public relations, reputation management and social conversation.

Use this Wiki to pick a listening tool: http://wiki.kenburbary.com/social-meda-monitoring-wiki.

You want to know who is looking at your brand, where are they talking about it, when are they talking about, and why are they talking about it.

“In 2009, more data was generated by individuals than in the entire history of mankind through 2008” Andreas W.

By listening you can gain business intelligence, market through conversation, learn about product issues, and foster a better customer experience. Check out his Slideshare for some flowcharts and detailed bullet points: http://www.slideshare.net/socialfresh/chuck-hemann

@Chuck Hermann

The Best of Social Fresh East 2012 Day 2

Shauna Causey talked about the current hottest website in social media….Pinterest! If you haven’t seen or used Pinterest check it out. Currently Pinterst had over 11 million unique visitors last month. They have achieved this feat faster than any other website. The largest demographic on the website are 25-54 females making 25 – 75k per year with some college(60%) or a degree(19%). Think of Pinterest as a place where women organize and share all of the beautiful things they find on the web. Shaua organized a Pinterst campaign for Nordstroms.

Some reasons business should consider Pinterest include low maintenance for brands, a strong sharing component, and it fosters aspirational actions around someone’s interest graph. Not to mention the fact that it drives a ton a traffic to websites.

The top uses for Pinterest:

1. find and save recipies
2. fashion ideas
3. inspirational quotes
4. news updates
5. home ideas
6. research and trip planning
7. funny photos
8. kid photos

Some brand examples of effective Pinterest use include: Whole Foods, Etsy, West Elm, & Land’s End.

Pinterest, An Expression Engine by Shauna Causey from Social Fresh

@shaunacausey

Here is a free Joomla Pinterest module.

 

Chris Moody from Red Hat talked about five ways to harness the power of community. Chris was another really great presenter to talk at social fresh. He was very concise and engaging.

1. Market research – tap into an existing community. Find ways to learn form them.
2. Give others a voice, tackle critics or turn them into advocates.
3. Get customers involved. Ask one question a month engage with your audience.
4. Host collaboration…find ways to make your product better through a community and host that. Freezerburns.com was a great example of a self-hosted niche community.
5. Expose the thought leaders in your organization….voice your point of view and innovative ideas.

Chris Moody from Social Fresh

@cnmoody

Rounding out the day was Matthew Knell the Social Media Director at AOL speaking to the issue of fragmentation. Started out by stating he felt that Facebook has peaked. Personally I think it’s more of a plateau than peak. Interest networks are all the rage currently.

Tumbler had an 130% increase in unique visits from Nov 2010 to Nov 2011. Pinterest jumped 1125% in UVs form May 2011 to Nov 2011. Instagram only took 9 months to reach 150 million photos and one year to reach 10 million members.

People are the vehicle and content is the engine…you have to be more interesting than ever. The shopping mall is being replaced by the boutique store. Facebook may be overcomplicating the process of marketing on their website. Interest networks have limited paid options. Build your own museum of content. Networks like Pinterest and Tumbler are ideal to curate original content. Be sure to visit Matt’s Slideshare for the complete list of idea: http://www.slideshare.net/socialfresh/matt-knell

@matthewknell