Category: Social Media + Influencer Engagement

Social Media = Blogger’s Heaven

Jasmin SessomsBlog, Fashion, Social Media + Influencer Engagement, , , , , , , , ,

Fashion and lifestyle bloggers are a big deal in our industry. Since hitting the scene about a decade ago, they have become the voice of social media and influence their followers’ opinions. At Clairemont, we love tapping into the trendiest blogger circles in town and inviting them to check out our clients through fun and engaging events.

One of the bloggers that our Clairemont team admires is Essense Heel, of EssenseHeel.com. I interviewed her to find out how she keeps her likes and engagement on Instagram high and her Snapchat stories viewed.

Essense is a fashion and style influencer from Raleigh, N.C. She received her training as a wardrobe stylist from celebrity stylist Shun Melson by successfully completing Fashun 101 in 2014. In addition to styling, Essense is a closet coach, blogger, socialite and brand ambassador. Essense is on “the list” and receives the most exclusive invites to all the fashion social events in N.C., which lead her to be co-founder of The Where to be Society.

What is your brand’s overall purpose?

The overall purpose of my brand is to share my style expertise with personal styling tips and look book ideas for the different seasons. The fashion world is of course a greatly opinionated and diverse industry where self-expression is rife and there are tons of fashion rule books to swear by. However you get to tell the story of who you ARE through your own sense of fashion and style. No one can tell your story like you. I encourage my clients to be bold, be beautiful and be themselves.

Which social channels do you use?

My main social channels are Facebook, Pinterest and Instagram. I recently started using Snapchat to give my followers an inside look at my daily routine as a stylist and VIP events that I attend around North Carolina.

What is your brand’s voice? 

The essence of Essense. My fashion posts are to inspire women to dress how they want to be addressed. I want women to believe that fashions fade, but style is eternal.

What is the tone of your social media updates?

I like to remain personal and humble. I want my followers to know that I believe in what I do, and to always keep in mind that looking good is not about the size on the tag, but more about dressing yourself in a way that makes you feel confident and shows off your best features.

Want to learn more about our blogger friends? Read about our PDQ blogger campaign here!

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Social Media: “Can’t Buy Me Like”

Cherith AndesBlog, Social Media + Influencer Engagement, The Clairemont Team, , , , , , ,

The last few years have revealed a marked shift in social media from organic, conversational content back into the realm of paid advertising. Facebook ignited the trend in 2004 with its initial ad opportunities followed by Twitter and most recently, Instagram.

But wait. I thought social media was supposed to be…social?

Plagued by this quandary, I turned to “Can’t Buy Me Like,” Garfield and Levy’s exploration of social media engagement. Although published in 2013, the book provided relevant concepts that mirror and guide our own client strategies today.

Embrace the Relationship Era.

Until recently, the rules of marketing engagement fell within the Consumer Era, campaigns that operated on target marketing: determine what the public wants, provide it and craft seductive messages to win the emotions and hearts of your public. Social media, however, has ushered in a new era in which the currency isn’t messaging; it’s trust. Marketers must seek to build stronger relationships, fuel engagement and foster enduring connections.

Define your purpose.

For some, the approach requires a reboot or at least a return to a foundational principle. Why are you here? What is your core purpose? This isn’t a slogan or differentiating market trait. It’s a core statement that simply and transparently unveils the company’s reason for existence. Strip away the fluff and jargon and reconnect to the convictions that kick-started your business in the first place. Once determined, the “why” can then guide the “how” and the “what.”

I thrive from examples, so here’s one that the authors proffered by Secret deodorant:

Why: Secret exists to help women of all ages be more fearless.
How: We help women remain self-assured and confident in all social situations.
What: Secret provides superior underarm deodorant for women.

Note, the “why.” Secret’s ensuing campaigns (or “ignitions,” as they call them) all spring from the concept of building, celebrating and supporting fearlessness, evidenced by its notorious “Mean Stinks” initiative. The brand isn’t driven by selling lavender-scented deodorant. Secret is building fearlessness.

Treat people as people.

As marketers, we’re all dying to know the value of a “like.” Since we dished out cash on a Facebook ad campaign, it’s natural for our Consumer-Era-trained psyches to want to quantify the return on investment (ROI). Alas, the Relationship Era demands a fundamental shift in thinking, a departure from measuring cold transactions to embracing social media as a tenuous yet real-life relationship.

Garfield and Levy encourage businesses to approach audiences as people, gain understanding of their holistic lives and simply give them what they need to improve their entire lives. And something for your craw: research shows an inverse relationship between brandedness and willingness to share. So the more you push your brand, the less likely your audience is to share your content.

Instead, search for people with overlapping affinities. Join the conversation by sharing what real people would share, from anecdotes and personal stories to helpful tips curated by others.

Live it out.

Since trust is the currency in the Relationship Era, brands must walk the walk — live out the principles to which they espouse. Nothing smashes trust faster than a disparity between claims and actions. Notably, thin attempts at community social responsibility (CSR) or one-off community projects doesn’t count. Companies build and maintain credibility on social media by making transparent business decisions that hold true to their purposes, their “why” for existence.

Why read?

While the book doesn’t provide tactical applications, the premises offer grounding principles for companies to evaluate their social media strategies. For those new to the Relationship Era concept, the book provides a strong starting point to reframe your thinking. For those of us already embracing relationships, we can benefit from an inspiring reminder.

It’s not about “sell, sell, sell.” It’s about “engage, engage, engage.”

Want to know what else we’re reading these days? Check out Dana’s review of “Manipurated.”

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#MajorKey: DJ Khaled Inspires My PR

Jasmin SessomsBlog, Public Relations, Social Media + Influencer Engagement, , , , , ,

I recently discovered DJ Khaled’s Snapchat. If you’ve never heard of DJ Khaled, he is on almost every single rap song. Ever. He even yells his name at the beginning of most of his anthems, like “All I Do Is Win”.

On his Snapchat story, the multi-millionare takes us step-by-step through his entire day. He is always on “the pathway of more success” and uses funny, motivational slogans that serve to empower his followers. He recently started using “keys” that – interestingly enough – inspire my own career as a PR practitioner.

Key One: Chef Dee

Every morning, Khaled walks around his mansion and blurts out, “ChefChef Dee Dee, what you got cookin’ for me today?” His personal chef answers by listing all the healthy meal options that she has prepared for breakfast. DJ Khaled explains that “they don’t want us to eat healthy, so we must eat healthy.” He never tells us who “they” is, but I assume he is referring to negative-minded people.

Although I am not making major million-dollar deals like Khaled his simple key to success still rings true for me. He reminds us that eating a healthy, balanced meal helps to start the workday off on the right note. Starting with a full stomach increases my productivity and helps my creative juices flow for our clients.

Key Two: DJ Khaled Gets Lost At Sea

Who else dreams of having the luxury to jet ski all day? I do. While I was swooning over the lavish lifestyle that the music guru lives, something hilarious happened. Khaled got lost in the ocean on his jet ski.

As funny as it sounds, this is also a “major key” to my career in PR and at Clairemont. We have all faced a time where we were so overwhelmed we felt lost. Khaled teaches that “the key is to never give up, to win more.”

How can we use this lesson in agency life? Don’t be afraid to ask your team members or colleagues for help or support. I have found that it’s always beneficial to ask for help when needed so that you don’t get lost at sea with your projects.

If you need a giggle, watch the entire “Lost at Sea” Snapchat.

Key Three: Business is Always Boomin’

Ben, a 16 year-old that we know absolutely nothing more about than his name, appears regularly on the mogul’s Snapchat story debuting the hottest new sneaker trends. When Ben is asked, “How’s business?” The simple yet dramatic reply is always, “BOOMIN’.” Ben

How can we keep business boomin’? First, I make sure that I know and clearly understand our clients’ goals and needs. What are they trying to accomplish as a business? What does success look like to them? I keep business boomin’ by staying connected with client contacts and working to develop a reliable, open relationship with them, working in tandem to meet these goals.

Key Four: Elliptical talk

If you have ever seen a photo of Khaled, you know he isn’t a particularly skinny man. Recently, he has taken health and wellness to another level on his elliptical.

Elliptical talk is a “major key to success” for the star. We see him in his home gym on an actual machine exercising and reciting lyrics to some of the week’s hottest songs. How does this translate to our industry?

Khaled reminds us that we have to cultivate our best selves in order to help others. If we aren’t in shape (mentally and physically), we can’t secure top media placements and create top-notch client campaigns. The Clairemont team expands our knowledge by watching webinars and attending luncheons. On Well Wednesday, our team trades its business dresses for yoga pants in the office, this allows us to go for a run or attend a boxing class when our schedules allow. Get on your “elliptical to success” and create a positive-minded person so that your clients can’t imagine a day without you.

Elliptical talk

What are the “major keys” that keep business boomin’ in your office? Comment to us on Facebook!

 

 

 

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Is Facebook Here to Stay?

Clairemont InternBlog, Public Relations, Social Media + Influencer Engagement, , , , , , ,

Today’s post is written by Clairemont intern, Emma Kirkpatrick.

We’ve all heard it – chatter that Facebook is slowly dying and is doomed to become the next MySpace. But before you go and break up with Facebook, consider this. Yes, more and more users, specifically young teenagers, are trading in their Facebook accounts for newer social media platforms, such as Instagram and WhatsApp. But let’s not forget who owns these apps—Facebook.

Social Media and the Changing Environment

And why did Facebook decide to buy these apps? With its steady user base and enormous funds, Facebook is changing and adapting to the new social media environment where it is not the only social network anymore. In more recent years, an average social media user navigates between multiple platforms, including Twitter, Instagram and Snapchat.

Facebook Is Still Distinctive

But what makes Facebook different from these newer platforms? Channels like Snapchat allow users to post pictures that will disappear and be forgotten after a few seconds or hours. On the other hand, Facebook aims to allow users to post photos designed to be remembered, such as weddings, graduations and family reunions. Each platform’s goals and functionalities differ, helping to further distinguish them.

The Cool Factor

Teenagers might say that Snapchat, Twitter and Instagram are the “in” platforms and Facebook just isn’t cool anymore. But according to Business Insider’s article in 2013 when Facebook seemed to be diminishing, Mark Zuckerberg said, “People assume that we’re trying to be cool. It’s never been my goal. I’m the least cool person there is! We’re almost 10 years old so we’re definitely not a niche thing any more so that kind of angle for coolness is done for us.”

Instead of trying to be the trendy site that relies on the cool factor to attract users, Facebook is trying to build a lasting product to compete in the same market with platforms such as Google.

Trampling the Competition

From Fortune.com
From Fortune.com

Recent data shows that Facebook continues to squash the competition in social media traffic referrals. This may be because businesses and companies still rely heavily on Facebook for marketing strategies and endorsement activities.

So even though there are new channels, tools and platforms popping up daily, Facebook isn’t dying anytime soon.

How do you feel about Facebook? Connect with us on Facebook and let us know!

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Oh Momma Monday: Leigh Hines

Tracy LathanBlog, Oh Momma Monday, Social Media + Influencer Engagement, , , , ,

Photo credit Allie Miller Photography

Leigh Hines is a master at juggling, and she jokes that she has more occupations than a magician has tricks up his sleeve. After 10 years of focusing on family as a stay-at-home parent, she is getting back into the workforce and following her passions. Leigh took some time to share with us what inspires her and how motherhood has changed her life.

What is your occupation?

I am a lifestyle blogger, travel writer, travel/social media marketer and journalist, and I am in sales. In short, I’m my own boss. I love it and would not have it any other way.

I’m also the founder of HinesSightBlog, a lifestyle/food/travel/hotel blog, and the founder of #OutaboutNC, a travel marketing business specific to North Carolina that I started last January.

What inspired you to start blogging?

For years I was a TV journalist and communications executive in state government before having my first child. I was told what to cover and what to write on a daily basis. Those jobs paid my bills, and I am forever thankful for the experience and livelihood, but the topics that I had to cover were never my passion. I used to spend every bit of my free time before my kids were born planning trips, picking out restaurants, writing hotel reviews on Trip Advisor, learning about spa treatments and looking at hotels online. I knew so much about the hotel industry that my personal friends started asking for my opinions. Bingo. I decided to start writing about what I liked to do for fun, which also enabled me to keep up a journalism portfolio while I stayed at home with my children.

How has your career/professional life changed since becoming a mom?Leigh hines 2

When I became a mom, I gave up going into an office and working for a weekly salary. I have flexibility now, which is so important, but I no longer have a steady paycheck. I love what I do at this stage in my life because it’s my passion, but I have had to build my business more slowly because the kids need to be the priority.

Most important thing motherhood has taught you…

You are no longer top dog. Your children’s needs and desires will always come first.

What makes a good blog post in your mind?

Most professional bloggers are planners. I happen to be a spontaneous person, so my blog posts are very rarely planned out. When I can find the time, I crank out a post, and often times my best posts are those that I whip out in 30 minutes. Why is that? It’s because they are raw and real. I’m not thinking too hard.

Go back to the questions that you learned in journalism school. Why should your readers experience this? What value does this hotel or product provide them? How do they get it? When should they go and why? Who does the hotel or product serve best?

What do you enjoy doing when you have down time?

My downtime is what I consider my work. Sounds crazy, I know, but I focus on travel and hospitality. I love researching hotels and destinations and answering people’s questions over coffee at my desk. It was my “hobby” before I started trying to make money at this gig, and it’s still my favorite hobby.

What are your favorite Raleigh hotspots?Leigh hines 3

If I were to pick three ideal evenings or things to experience, it would be relaxing at the Umstead Spa in Cary, afternoon tea at the Washington Duke Inn in Durham, N.C. and enjoying gourmet pizza and craft beer at Trophy Brewing in Raleigh.

What are three of your “faves” right now?

On Netflix, I enjoy Downton Abbey and Sherlock. Earlier this year, I wrote this post about my favorite discoveries in 2015, and I’m seriously driving all over town for that creamer I put in my favorite coffee, Larry’s Beans Cowboy Roast from Whole Foods. I also use this Young Living Tranquil roll-on before I get into bed, and it’s sweet dreams quickly. I never stay awake in bed now and think about all I need to get done. I also look forward to my weekly Papa Spud’s delivery. I love eating fresh and local food at home now.

If your kids could write a post for your blog, what would they say?

My son does write posts on occasion. And I set up Instagram accounts for my kids this year for their travels that I oversee since they are underage. If they were to write a post on the blog, it would focus more on the adventure side of travel, since I clearly just want to eat and be lazy.

Check out previous Oh Momma Monday posts for more inspiring stories!

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