Posts Tagged social media

Content Marketing – Create or Curate?

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“The ultimate goal of content marketing is to create a sense of trust and comfort…”

-          Drew McLellan, Owner at Agency Management Institute

When developing an effective content-marketing strategy, one big question to ask is: “Should we create content or curate it from other sources?”

Original, unique content requires the creation and stock of articles, white papers, case studies and consumer research. Whether produced internally or through a network of freelancers, consistent, ongoing development of quality content requires significant company resources; i.e. time and dollars. Yet, original content demonstrates expertise and contributes to organic search rankings.

Curating content requires time to identify and analyze quality sources of shareable information, and compose the firm’s point of view on the information. The costs in terms of time and money can be significantly less, yet on its own does not establish credibility or thought leadership.

So which one is better? Which pros outweigh the cons? Do you create or do you curate?

Source: http://www.mower.com/knowledge/content-marketing-create-or-curate/

Just like most aspects of a healthy and successful lifestyle, it’s all about finding the balance. OLAA’s content marketing strategy incorporates both original content and curated articles so that we can achieve our goals with our resources available – us. We craft and post original content on a weekly basis to share our expertise and experience in the world of advertising and marketing. Through our unique writing style, this outlet also allows us to communicate our brand voice and authentic personality.

Sharing content weekly doesn’t fully achieve the goals and objectives of our social and content strategy. And, we recognize that there are other experts that have differing opinions, experiences, and areas of expertise that both we and our followers can learn from. That’s why curation is part of our approach. When we curate content, it helps us stay active in the advertising community, share our additional thoughts on marketing-related topics, and it allows us to focus on creating consistently valuable and powerful original content with our followers.

“An effective and sustainable content marketing strategy includes both original information AND the qualification and curation of thought leadership from 3rd party sources.”

-          Wes Phillips, Agency Principal at OLAA

For us, a balance between curated content and original content has been the most effective for achieving the goals of our digital strategy with our resources available. For companies to find the balance that best works for them, it is essential to first define their business objectives, key performance indicators and brand voice.

What are your thoughts on “Curate vs. Create”? What approach has worked best for you? Feel free to leave your comments and thoughts in the section below!

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OLAA Monthly Favs: 2014 World Cup

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GOOOOOAAALLLL! Whether you’re a diehard fan or not a fan at all, the World Cup is an event that brings people together from all around the world. So far, this year’s tournament is making history with events such as Netherlands’s Van Persie and his amazing header against Spain, and the well-earned win for the US against Ghana. Every game is filled with excitement, determination and national pride. Which team are you rootin’ for to win the 2014 World Cup? Vote now!

 

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Tweet Tips: Effective Calls to Action

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With Twitter becoming the world’s fastest growing social media platform, more and more companies are beginning to fully leverage an arm of Twitter’s self-service advertising platform, Promoted Tweets, to increase followers, downloads and B2C and B2B engagement, as well as influence purchase behavior and grow online brand awareness. A common and key measure of a brand’s social media success for both organic and paid reach is its level of engagement, and when advertising through Promoted Tweets, it is important to create highly effective call-to-action messaging to maximize interaction and ROI.

Luckily, Twitter has conducted research on the most effective calls-to-action when developing tweet content. This study analyzed 20,000 Promoted Tweets, comparing engagement levels with the type of call-action included.

The results uncovered four key findings and themes for action-oriented messaging:

  1. Ask for a download.
  2. Ask for a retweet.
  3. Ask for a follow.
  4. Ask for a reply.

Read more about the study, the results and examples of powerful calls to action here: https://blog.twitter.com/2013/tweet-tips-most-effective-calls-to-action-on-twitter

Read on to learn what two of OLAA’s resident Twitter experts have to say about developing effective, actionable content:

“Always follow the 3’s. Simple, Short and Sweet. With only 140 characters to get your message clearly conveyed to your audience, you may need to get creative. There is no magic length for a tweet; however, what I’ve learned from both personal experience and industry leaders, tweets often have higher engagement rates when they are fewer than 100 characters.”

-          Kevin Chen, Orange Label

“Use your desired action/result as the starting point for crafting a message. Then, use your target audience’s perspective as a lens. With your audience in mind as a filter, determine what type of message will most easily lend itself to this specific consumer taking the next step. Are they mostly on mobile? What are they most likely to share? What excites them?

Every audience and client goal differs, so it’s key to consider each of these variables in devising a strategy to create immediate, actionable content.”

-          Brianna Donath, Orange Label

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7 Things You Should Know When Marketing to Millennials

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Tech savvy with almost every gadget imaginable, Generation Y, born in the early 1980s to the early 2000s, is a population of 80 million people. The world of work and stable lifestyle traditions is no longer of value to this generation. Generation Y, also known as Millennials, value life experiences over high-end products and their priorities are simple: they come first. With the Millennial generation having a rapidly growing impact on the economy, companies are required to adapt the way they market products and services.

Learn more about what works best when marketing to Millennials from American Marketing Association: https://www.ama.org/publications/MarketingNews/Pages/a-life-well-photographed.aspx

After posing the same questions referenced in the AMA article to Millennials of the OLAA family, here’s what we found:

1.)    OLAA Millennials would prefer to pay for a life experience than anything materialistic.

2.)    They normally share meaningful quotes and photographs of what they are doing with their family and friends through their social media accounts.

3.)    Social media posting frequencies range from 2-3 times a week on their personal account and they often visit their social media accounts on average of 5 times a day.

4.)    OLAA Millennials don’t often voice their opinion on social media post from brands however they will “like” content instead.

5.)    They only enjoy social media post that are relatable and can provide them with knowledge of their interest.

6.)    OLAA Millennials love to travel.

Relating to this generation and providing a lifestyle experience is the best way to address this market, as they respond to real people and real experiences. OLAA Millennials have shared which brands are already doing this effectively:

“One advertising campaign that really stood out to me was The Dove Campaign for Real beauty. With the pressure of societal expectations, women are set to these unrealistic standards. Their message was loud and clear focus on your inner beauty. It’s different, it’s real, it’s emotional and it’s relatable.”

-          Mary Ellen Kubik, Integrated Advertising Coordinator

“Aerie’s real women campaigns are not using Photoshop to touch up their models in their ads, magazines, and social media posts. It highlights real people that I can relate to and this translated to me purchasing one of their products.”

-          Michelle Regrut, Integrated Advertising Coordinator

From traveling to spending a good fraction of their time connected to the social media world, this tech savvy and life experience-driven generation is slowly changing the way we connect to our market.  Eighty million strong, understanding the behavior of this generation will allow you develop strong marketing messages they respond to and remember.

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Become Socially Savvy with Social Media Best Practices

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In every business today, it is a major priority to implement a thoughtful social media strategy as an on-going component of integrated marketing and advertising plans. Social media platforms allow businesses to communicate in real time with consumers on a personal level, and help sustain consumer-brand relationships. Unfortunately for marketers, there are a growing number of popular social media sites and each platform has a different format, elicits unique consumer behavior and interaction, and requires tailored message types and tones that complement the audience at hand.

With rich experience across several industries and an understanding of the social etiquette established through consumer behavioral patterns, OLAA’s resident social media experts have developed a “How To” guide with content development best practices for the top sites utilized today. Download the Social Media Best Practices poster PDF to learn how to effectively develop content that engages consumers and maximizes the opportunity to reach a variety of target audiences.

 

Social Media Best Practices

 

Which sites businesses employ how often they post and what content is delivered isn’t a one-size-fits-all plan. The most effective social media strategy will take into account the business’s brand, personality, industry, products/services, marketing objectives and resources available for ongoing content development and management. Yet knowing the best practices can simplify the process, and ensure a successful social media presence that enhances consumer-brand relationships. Download the Social Media Best Practices poster PDF here to keep this resource on hand. And keep on posting!

 

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Thriving Brand Leader Spotlight: Play4it

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A Thriving Brand Leader has vision, they plan ahead and most importantly, they look at the big picture of their brand from day one. The launch of a mobile app, like any other business endeavor, requires the same level of vision and forethought that any other company would require. OLAA client, Play4it, a gaming app that allows users to play fun and exciting mobile application-based games for tangible prizes, embodies this forward-thinking mindset and has approached both their brand positioning and app launch with a thorough strategy, and with each of their key audiences in mind.

Imagine if every time you played Angry Birds, Candy Crush Saga or Flappy Bird (RIP Flappy Bird…), you were playing for more than just momentary entertainment and excitement. What if you were playing for an X-Box One? Or a new car? Or a Starbucks giftcard? The Play4it app allows its audience to play a wide variety of games depending on the age and interests of each user. User choices span from brain teasers, puzzles and classic arcade games, to innovative interactive challenges that incorporate touch-motion elements. Each user begins a “contest” within the app by selecting from a category list of potential prizes that they can play for. Play4it provides prize categories ranging from electronics and clothing, to sporting goods and food-related items, ensuring that a diverse offering of both games and prize types resonate with each potential target demographic.

When the Play4it team approached Orange Label during programming development, they had a vision to ignite a unique and authentic brand and to sustain a powerful business model with strategies to support their on-going growth trajectory post-launch. It was crucial to the Play4it team that the app’s brand reflect its unique features as well as the authentic benefits of the user experience, delivering a seamless experience based on real user input. To achieve this, Orange Label spearheaded intensive qualitative interviews, interactive focus groups, in-depth user behavior surveys and conducted a competitive landscape analysis to inform the brand’s positioning process, logo development and to further refine the app’s final functionality prior to launch.

Like many apps before them, Play4it was developed out of a seed idea that was driven by a clear monetization strategy, allowing advertisers to target authentically engaged audiences. Part of Play4it’s commitment and vision to create a unique user experience also translated into their custom-designed self-service advertising portal, allowing advertising agencies and partners to easily design, upload and manage their ad campaigns online. To successfully introduce this opportunity to potential advertising partners, a creative combination of both tools and communication strategies (including a branded video and media kit) were strategically developed and put in place to tell Play4it’s brand story, positioning the user experience as a unique engagement with the brand, opposing the traditional model of the (typically ignored) ad-based “impression.”  In connecting back to the long-term vision for the brand, Play4it also worked with Orange Label to create innovative and branded tools and vehicles for approaching potential investor demographics, incorporating unique data garnered from Orange Label’s thorough View From the Field™ research process.

To bring all brand and strategy development full-circle, Orange Label developed a detailed multi-month marketing execution strategy for the Play4it app launch, incorporating social and digital strategies, experiential media, event sponsorships, and other highly-targeted media vehicles to drive users to download the app and garner a large user community for the platform as quickly as possible. The marketing execution strategy focused upon a specific geographic launch market, and included evolved messaging recommendations for the brand as it moves throughout each phase of the launch to support and engage the existing userbase, while continuing to build new user momentum.

If you’re aiming for a successful launch of a new business endeavor, whether it is campaign launch to a new market segment or the launch of a mobile app, it’s best to define what success looks like in both the short and long-term to achieve Thriving Brand Leadership.

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Navigating Social Media Crisis in Healthcare

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When a negative patient experience or an unconfirmed rumor begins to travel across social media channels, does your team know how to respond?

 

 

Here’s a “checklist” to prepare for these moments:

  • Designate a social media auditor. Daily, a team member should be responsible for monitoring engagement activity to ensure that when a sensitive post occurs it is identified and addressed in real time.
  • Bring the team together. Once an issue arises, determine who from the team is to be brought in. Legal representation? A patient quality or experience advocate? A Director, CMO or CEO? The communications team and all other necessary influencers should be in the same room.
  • Discuss the facts, and develop a response. Is the post a general complaint? Does it reveal private medical information? Was what was shared true, or is some of the story missing? Whether responded to privately or publicly, and if the response explicitly acknowledges the circumstance or is simply generalities, the designated action should align with the brand’s vision and mission.
  • Debrief. Review the outcomes of the response and discuss how the team can apply best practices going forward as the new standard.

Social Media PR issues are not alleviated with a “one-size-fits-all” approach, yet having a proactive process in place will strengthen your team’s ability to respond with intelligence and compassion.

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WIIFM of the Month: Give Your Brand Wings…

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…with risky marketing

WIIFM of the Month: Give Your Brand Wings with Risky MarketingWhen it comes to taking marketing and advertising risks, most people cringe. Nobody wants to become vulnerable to the potential consequences that come with taking a risk. But what about the potential benefits? Calculated creative risks open up new challenges and opportunities, and define new boundaries. Taking risks with unexpected messages and unique execution, with thoughtful and timely implementation, can allow you to break free from the average way of thinking and achieve aggressive goals.

Red Bull is no stranger to risk taking. Twenty five years ago, Red Bull invented an entirely new product category: energy drinks. This created a whole new market, building demand for a different kind of caffeinated beverage. The sense of innovation and excitement didn’t stop there. Rather, it carried through in marketing strategy and advertising efforts, incorporating extreme sports into their brand image.

Do you remember Red Bull’s famous “Stratos” jump from the moon? Austrian skydiver, Felix Baumgartner free fell 39 kilometers over the state of New Mexico in approximately four minutes. Baumgartner set the record for highest ballooned man and broke two world records.  This extreme advertising campaign went viral in a matter of minutes as 8 million people watched the jump live.  This is just one of the many extreme stunts performed by Red Bull and leveraged in advertising. And with every campaign, Red Bull tells a story and sends a message that resonates with an energetic and thrill-seeking lifestyle. Red Bull continues to take risks with their marketing strategy and so far… it has paid off.

When it comes to social media, the company uses Facebook to build a brand around consumer engagement. The page is associated with numerous sporting events, featuring images and videos of athletes performing extreme stunts and living an extreme lifestyle. Red Bull’s Twitter account features current news such as worldwide extreme sporting contests, event appearances and retweets of promotional fan photos.

Red Bull’s risk-taking approach is also seen in its growing business model. The company has expanded into other venues, currently owning an in-house record label by the name of Red Bull Records and publishing a print magazine called The Red Bulletin. The record label works with up-and-coming artists/bands and assists in the recording process as well as advertising for the new artists. The Red Bulletin magazine features lifestyle stories of extreme sport athletes and their everyday routines. When it comes to Red Bull’s brand extensions, the company consistently represents and connects with what is original and different.

So why isn’t everyone being original? Businesses play it safe in the market to ensure survival. The possibility of being unsuccessful is what drives businesses to blend into the market; however, instead of just thinking about “what sells,” think about “what’s different.” What’s special about the product… the audience… the experience… the brand identity… the vision? Then, how can this unique position in the market be communicated in a way that is memorable, builds interest and encourages engagement, ultimately, eliciting response. This mentality gives businesses an edge over their competitors and keeps them relevant with their target market.

As long as strategic thought and strong rationale support the big idea, it is okay to try something new and step out of the box. Every risk does not have to be as big as inventing a new product. Sometimes the smallest changes can make the biggest difference.

For a relatively new company, Red Bull has created an ambiance of risk taking and adventure-seeking business practices. Taking risks with your brand is a key point of consideration in being different and being successful. Originality is what people thrive off of and want to be a part of.

Orange Label has helped many organizations think “outside the box” to improve their business. From clients in healthcare, to higher education, business to business, retail and tourism, OLAA has helped brands step outside their comfort zones and form creative strategies to engage and connect with the world.

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Is Facebook Advertising Right For You?

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Is Facebook Advertising Right For You

Facebook Advertising is a hot topic and a tactic that is on the radar of many businesses, large and small. With 750 million members, and 225 million in the U.S. alone, it is undeniable that there is a large audience to reach. It may be true that there are plenty of fish in the figurative Facebook “Sea”, but the question is, are Facebook Ads right for you?

For those of you who may be unfamiliar, let us give you the lay-of-the-land. Facebook Ads appear in the middle-to-lower portion of the right-hand column of user-pages throughout Facebook’s network. Ads are eligible to appear on several types of pages including Apps, Photos, Groups, Walls, Profiles, Friends and the Homepage (News Feed). Static in nature, uniform in structure and centrally located, Facebook Ads are relatively neat and boast an organized layout. The Facebook Ad template contains up to six components, which are specified by the advertiser, including ad headline, text, image, page “likes” and destination link.

There is a high level of attraction to the Facebook Ad model, and for good reason. With its straight-forward and user-friendly set-up, a campaign could be created in seconds (make sure you have your Facebook business page established first). Besides the easy setup, the real attention-grabber is the ability to target ads by location, age, interest, etc., ensuring you are reaching your target demographic and captivating your audiences in a unique online environment. Your next question, is it expensive? Ads can either be based on a PPC (pay-per-click) model, meaning that you only pay when your ad is clicked by a user OR on a CPM (cost-per-thousand) model, meaning that you pay for per thousand impressions. Regardless, you set your budget at the onset of the campaign and you have the ability to modify or shut off the campaign whenever you’d like. Lastly, Facebook ads offer comprehensive analytics to assist in tracking and measuring the effectives of your campaign through data on the number of clicks and connections, frequency, reach, bid price and total spend.

Common campaign objectives can include the following:

Build Brand Awareness: Reach an extensive audience and target your key demographic

Drive Sales: Offer discounts, deals or giveaways to stimulate sales activity

Expand Fan Base: Encourage users to “like” your page by offering benefits for engaging

If you are looking to increase your exposure through a targeted, measureable and cost-effective strategy, we encourage you to consider a Facebook Ad campaign for your business. From our experience, we have seen the response to be well worth the investment…

  1. With a campaign goal of increasing its Facebook fan base, Orange Label client Greenwell Farms nearly doubled their new “Likes” in the first two weeks of running their campaign with a modest daily budget.
  2. Orange Label client, Recovery Now TV had an objective of increasing their website traffic through their Facebook Ad campaign. After running a brief Facebook ad campaign, the client decided to pause the campaign and found that their normally consistent website traffic dropped off by 18%. This was largely due to the decrease in traffic from Facebook.

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