We’re excited to be named agency of record for Eschelon Experiences, a premier North Carolina restaurant group.
Who is Instagram crazy? Who are the powerful political Twitter elite? What are the marketing strategies JetBlue and McDonald’s are instituting? Find out in this week’s wrap up.
1. World Leaders Rule on Twitter
Who are among are the most powerful political Twitter elite on the planet? President Barack Obama, Pope Francis, India’s Prime Minister Narendra Modi, Indonesia’s Susilo Bambang Yudhoyono and Queen Rania of Jordan are among the Top 10. According to Adweek, when India’s new prime minister, Modi, took power five months ago, he actually stopped giving interviews to local reporters and instead tweeted his photo opps to his more than 7 million followers, ranking him just behind the pope in Twitter popularity.
What are the stories behind these hashtags? #dontdriveanddrive, #bendgate, #budweiserdog, #trendsintechworld, #webrooming, #connectedcars Find out in the Weekly Wrap-Up!
There were a number of interesting headlines this week involving Budweiser, Royal Baby #2, Ray Rice and the announcement of Apple’s new products. Read more in our weekly wrap-up.
Football, buckets of ice, generation Z…read the latest in this week’s wrap up:
1. #StrikeOutALS #IceBucketChallenge
Unless you have been have been living under a rock, you have more than likely been bombarded with videos of your peers dumping buckets of water on their heads in the name of ALS. Time reports a $15 million increase in donations since the start of the challenge at the end of July, and more than a million videos posted on social media. Numerous ALS patients have taken part in the challenge as well, and the goal of raising awareness has certainly been reached.
This week saw the release of new studies and the introduction of new ventures. Get caught up with the latest edition of the Weekly Wrap-up.
Welcome Nicole Johnson!
Nicole joins the Howard/Merrell family as a Senior Media Planner/Buyer. She is a familiar face in the hallways of the agency as Nicole has been freelancing for us for quite some time.
So during this purging process I’ve experienced a lot of unsubscribe pages. Some difficult to navigate, as if they had me held hostage. Some simple and quick, like they could care less if I left. Good riddance. I really didn’t think much about these experiences. It was a nuisance that had to be endured.
That is until I encountered the one from Sears. It was easy to use, which was nice. But it also included a series of simple videos. Some random dude in a robe, who looks like he just rolled out of bed, was begging me to stay. It wasn’t that they were super funny, or even well produced. It was just that someone cared enough to make something of a very simple experience. And that made me think that staying on this one email list wasn’t such a big deal. They must really want me to stay.
It’s these small moments that help a brand have a dialog with consumers. Like a 401 page that pokes fun at itself, or an on-hold message that you actually want to listen too. And these little opportunities are everywhere. Find them.
If you’ve encountered similar experiences, I’d love to hear them. Just leave a comment below.
On Sat., Dec. 15, Marbles Kids Museum in Raleigh, N.C. hosted their first annual Gingerbread Jamboree. At the center of the sold out holiday event was Howard, Merrell & Partners’ client, The Candy Cottage. We proposed the idea to Marbles Kids Museum and helped coordinate the event to ensure The Candy Cottage received maximum exposure. The Jamboree was promoted through public relations, social media and other marketing efforts. As the event’s official sponsor, The Candy Cottage was promoted before, during and after the event.
Attended by more than 60 families, the event scored great visibility among consumers and helped to create sweet memories at the same time. Families who attended the event were given a Candy Cottage to decorate and take home. With a plethora of decorating goodies from candy canes to frosted cereals and even pretzels, the kids and parents had a blast creating their own keepsake Candy Cottage.
Following the Jamboree, attendees gave very positive feedback:
“I just wanted to tell you how wonderful the event was today! The cottages were so easy to decorate, the selection of decorations was incredible and creative and the staff was so helpful and friendly. My kids and I had an absolutely wonderful time and I am sure we will use the house again and again. I hope you have the event again next year…”
“I am writing to say that the day was a wonderful success for my family and we were very impressed with how well it was organized. We could hardly believe the room was full of excited families. It was fun and we hope to enjoy this event for many years to come. Thank you for your efforts.”
As Stanford Smith points out in his blog post What the $200 Million Tweet Can Teach You About Personal Influence, if we have a social media presence, we have influence. But, we must understand our influence – no matter how large or small – and harness it by being relevant.
This means all of your company’s on-and-offline efforts must be strategic and consistent – reaching your potential customers with smart, diverse and interesting messages. This is a basic branding concept, and it strongly applies to social engagement, because every person connected to your organization is part of your brand – whether you like it or not.
If you’re working to grow your company’s influence online, here are some important steps to building a loyal and engaging audience:
- Seek & Find – Do your due diligence and know where your audience engages online. To manage a profile on any platform takes time and resources. Don’t waste them by going down an empty rabbit hole. If you sell a technology product and your customers are men ages 28 – 50 in IT, then Pinterest
probably isn’t the place for you. And, be sure to look outside the top five social networks – many organizations are creating their own communities. While they may be small, if that’s where your audience is you should be there too.
- Content Is King – Think quality, not quantity. Delivering educational and engaging content is key. And, it should all connect via a hub – much like a web. Maybe this is your website, a blog, or online community. Write blog posts. Tweet about them. Post them to Facebook and reference them on forums and in blog comments. Be transparent. And don’t just promote your own musings. Rather, offer a mix of your own content and content created by other experts. Make it fun and keep it quick.
- Listen – Your customers have something to say. It’s likely relevant to your business. Listen to them. Glean relevant insights from them, then interact. Remember, social media is a two-way communication vehicle its important to engage with your users with a human touch.
- Bring Old School to The New School – Don’t forget traditional advertising and communications tactics. They can deliver your message to a broader audience and help build your company’s relevance.
How is your company building influence online? Is this part of your 2013 planning? Share your thoughts with us below.