Digital Communities are Modern-Day Convention Centres

April 13, 2017 / no comments

A Recognizable Marketing Scenario

The convention hall buzzes with the excited voices of eager attendees. Laneways are packed as vendors vie for the attention of thousands of passing strangers. The largest of the booths attracts droves of visitors as faces washed in neon gaze longingly at idealized works of plastic and innovation. Booth attendants skip between convention-goers, striking small conversations, collecting emails to add to their growing database. Days later, when the bright lights of the convention go dim for the final time, as bags of free merchandise pile in the empty halls, vendors scurry back to their desks and convention-goers begin to see emails appearing in their inboxes. Continue Reading…

Timed Advertising

May 5, 2016 / 3 comments

Facebook advertising can be tricky. With so many targeting options and so much data to analyze, for the uninitiated it can be a difficult puzzle to solve. Luckily there are a few things to make your journey into the advertising and marketing business a little easier.

 

Facebook offers a number of preloaded and selectable behaviours to target. For example, if you’re designing a campaign for a travel company you may want to target people who have recently used a travel app. And guess what, Facebook allows you to do just that. Combine this with broader targeting and you have the potential to reach an audience you know is already interested in escaping on a jet plane, not sure of when they will return.

 

Try running your ads in specific hours of the day. It is no secret that there are peak hours of activity when it comes to Facebook. Between the hours of 4-11 PM traffic steadily increases. Now think about how you are spending your budget. Would you like to be spending money in the hours of the day that aren’t active? Not only will your carefully constructed campaigns reach fewer eyes, they are also less likely to be clicked on. Next time you are setting up the campaign length check the option to chose the hours in which your ad will run. Targeting different time zones? Don’t worry about it, Facebook accounts for that shift accordingly, only delivering your ads in the hours specified in each time zone.

 

Data. Collect all your data. Look at it, love it, break up angrily with it, and get back together. You’re going to have that sort of love-hate relationship with the piles of data that stream in off your Facebook ads. The only advantage is, if you know what you’re doing, they can be easier to read than your significant other. It isn’t a quick process, it will take time, but once you have an understanding of what the data is saying you can use it to better position future ads.

 

These are only a few ideas for how to optimize your Facebook campaigns, there are many more, and much more detailed outlines you can find elsewhere online as well, but these should get you thinking. Here’s to better ads!

The Rise of the GIF

September 17, 2015 / no comments

On Twitter you need to constantly find ways to make your posts stand out. Think of your Twitter feed for a moment, and it will become clear why. The constant stream of content is often overwhelming, and there is no chance that every tweet can be read in any individual’s feed. What you need is something to catch the eye of this scroll-addict. Images are good. The right picture will catch the attention of a user. Couple this with some good copy, and you might just have an engagement on your hands.

Photo cred: https://www.google.ca/search?q=gif&source=lnms&tbm=isch&sa=X&ved=0CAcQ_AUoAWoVChMIncaw-778yAIVwxseCh2xUgTh&biw=1005&bih=488#imgrc=E4gTgr5CP5OA2M%3A

 

So what is better than a photo? Many photos strung together and played in quick succession, it’s so obvious! Incase my overly wordy description confused you, what I’m talking about is video. And what is better than a full-length video? A gif. Gif’s have become a cultural touchstone. They have become a way of communication that requires no words. If an image is worth 1000 words, one could say a gif is worth at least 10000; it’s simple math. Gifs are often a byproduct of popular culture and represent a sort of social currency. Using the right gif at the right moment demonstrates a cultural literacy that is important to establishing a relatable brand, and lets be honest, when it comes down to it, they are enjoyable. They can provide a quick laugh and the auto-play function on Twitter makes them stand out of a busy feed. So next time you are about to compose a tweet and are considering which image to use, maybe consider the alternative, gif it a little thought (alright, I apologize for that)–it could just be the thing you need to stand out.

Kick-Starting Your Following on Instagram

September 10, 2015 / no comments

Organic growth is great. It can take time but if feels good. You can see easily how your hard work is translating into results, even if it is just a new follower or two a day. The likes pile up, and each feels like an accomplishment. Wow! People really like my photo, but your voice only reaches so many people. But how would you kick start things? On Instagram, the importance of influencers can’t be undersold. You may have 1000 followers, but there are people out there who may have 14,000 or anywhere above or below. The point is you can expand your reach by utilizing these influencers.

Photo cred: https://play.google.com/store/apps/details?id=com.instagram.android

First, find somebody in your industry who you think exemplifies your brand, has a following you would like to target, or simply has a voice people listen to. Take a look at their engagement rate, how many likes is each photo getting–do they have an active comment section? Next you will want to send them a message, be polite, express your interest in their account, and maybe even compliment them. You’re trying to convince them to share your content, or potentially shout-out to your account. You’re creating a partnership so you may need to offer them something in return. For example, maybe you are selling t-shirts. You recently started a clothing line and you would like to get the word out. There are a number of prominent fashion bloggers on Instagram that you know would be perfect for your brand, if they were to be seen wearing your clothing. Send one of these people a message; offer to send them a shirt if they will post it to their account, something along these lines. Remember, your followers already like your brand, you want to convince new followers that they should, utilizing influencers is the perfect way to do this.

Author: Connor Titmarsh

Twitter Has a Change of Heart

September 3, 2015 / no comments

You may have noticed something different about Twitter. The once shining star, used to favourite tweets, has been replaced with a red heart. It is no secret Twitter has struggled to gain new users over the past couple of months, and, as other social networks continue to see growth, things needed to change. The recent hiring of Jack Dorsey as CEO signaled that change was coming. First, he introduced ‘moments’, Twitter’s attempt to amplify their role as a location for breaking news. This recent shift from ‘favourites’ to ‘likes’ is less dramatic and aims at changing the user experience in subtle ways. The Internet’s reaction to the change was, well, what you would expect from the Internet. There was outrage, many angry tweets proclaiming the death of Twitter, and the occasional piece of quiet support. So let’s take a minute to examine what exactly the heart represents:

Photo cred: http://genekellyfans.com/series/twitter-love/

Photo cred: http://genekellyfans.com/series/twitter-love/

First off, the change to the heart unifies many of Twitter’s platforms (think Periscope which uses hearts to display engagement), creating a single way for any user in their ecosystem to express their interest. The hope is that it will also spur greater engagement. The favourite was a relic of the early Internet, a way to bookmark pages for later viewing. It could easily be misunderstood, and often was left unused, not everything can be your ‘favourite’ after all. The heart is a universally recognized symbol, and the meaning is easy to comprehend whether you speak English, Spanish, French, or Japanese. Twitter hopes that this simple change will convince more people to click on the heart and share the love. So put away the pitchforks, they haven’t given up on the 140 character limit…yet.