Tag: Social Media

Stop, Drop & Mid-Roll

Clairemont InternBlog, Marketing, Social Media + Influencer Engagement, , , ,

You’re scrolling through your Facebook feed when you click on a video that piqued your interest. You’re about 20 seconds in when the video stops and forces you to watch an advertisement.

Maybe you’re annoyed. After all, you didn’t think Facebook required pre-roll ads like Youtube, and you especially didn’t anticipate getting hooked on the video’s content only to have it spliced by an advertisement.

Despite the company’s promises to keep its feeds free of pre-roll ads, Facebook started testing mid-roll video ads earlier this year, and the reaction to them is still to be determined.

How It Works

Facebook has started rolling out mid ads as a test to establish themselves as a competitor to Youtube. This comes in hopes of bringing in more profits and more incentives for video advertising, especially to companies like Buzzfeed who have had complaints with Facebook video ads in the past.

Videos with mid-roll ads have to be at least 90 seconds long, and ads kick in only after the user has watched the video for a minimum of 20 seconds. The ads can only be up to 15 seconds long, and users can see how much longer the ad will last with a countdown.

Facebook has changed its “video view” definition, which formerly included views of just a minimum of three seconds. Since this minimum exaggerated the number of viewers actually watching the content, the new definition focuses on producing content relevant to Facebook users.

Stepping Up the Ad Game

Video advertising just got more interesting (and profitable) for ad publishers, who will glean 55 percent of the revenue from ads. More money could mean more problems, though, especially because advertisers will now need to create content at least somewhat relevant to the viewer’s intentions. Since the goal is to keep viewers watching the ad and video in full, publishers must be careful not to alienate users — meaning advertising has to get a little more intentional.

As PR Daily mentions, the question will be whether or not content creators can pull this off before viewers dismiss the ad with a scroll. Some media analysts have high hopes for the new Facebook tests, since Facebook is sending the message that engagement should be advertisers’ top priority, rather than clicks.

The verdict is still out on the results of mid-roll ads, but it might be an idea that gives pause to advertisers and users alike! But don’t stop there; check out our other tips on maximizing Facebook features.

 

 

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PR People: Kim Strazisar

Sarah HattmanBlog, PR People, Public Relations, , , , , , ,

Kim Strazisar

Job title and function: I wear many hats. I do everything from client networking and proposal writing to strategy and implementation of public relations, social media, email marketing campaigns and web design solutions. I have also started training courses to give small business owners a helping hand with their social media. Ultimately, my job is to listen to my clients and then develop and execute the best plan to help get their voices heard and their objectives met.

Most rewarding thing about working in PR today: Despite the rapid changes in technology and media, ethical PR strategy and tactics still get results. A news release helped a client raise money for charity. A broader social media strategy helped a client gain more customers. Letters to legislators helped a client get a law passed. A newsletter helped a client educate and retain its members. As a PR pro, there is nothing more rewarding for me than the satisfaction of helping a client reach their goals through communications.

Craziest/most challenging thing you’ve done in PR: One of my craziest adventures was while I worked for The Rossman Group (now Truscott Rossman) in Lansing, Mich. My client, The Michigan Oil and Gas Association, hired us to promote The Michigan Natural Resources Trust Fund. One summer, I organized press conferences at several sites across the state. It was just me in my little Honda at these remote locations with limited cell service. Never before in a traditional press conference did I have to direct news trucks down unnamed back roads, schlep podiums out to swampy bird sanctuaries, or ask participants to do their best to talk over the bugling elks standing in the reserve behind them. It was crazy, but it was worth it as the client got great coverage for the program and my work on that campaign won our firm the Central Michigan Public Relations Society of America’s “Best In Show” award that year.

Advice for new PR pros: First, always do quality work. Then…

1) Connect with other PR pros. I met amazing friends and colleagues through the Central Michigan chapter of the Public Relations Society of America’s New Professionals group. We supported each other through the highs and lows during the first years of our careers. Fifteen years later, we are scattered across the country but we’re still cheering for each other’s accomplishments on social media and answering each other’s calls for help or advice.

2) Become a member of a public relations trade association, society, meetup, or club. I am a member of the North Carolina Chapter of Public Relations Society of America (NCPRSA). Membership is the key to continuing your professional development and finding future job opportunities.

3) Find a mentor. Seek out someone that you trust and respect who will answer your questions and guide you through managing workflow, navigating office dynamics and working with clients – all skills that will help you move to the next level.

4) Speak Up! It’s always better to ask for help, than to make a mistake – especially when dealing with the media. But if and when you do make a mistake, admit it, fix it and learn from it – quick!

Are you interested in being featured in “PR People?” Send us a message on Facebook to share your story!

Sarah Hattman, APR is president-elect for the North Carolina chapter of Public Relations Society of America and has been working in PR since she left television news. She grew up in North Carolina and was excited to move back to her home state in 2012 and then join Clairemont Communications, a Raleigh PR agency. 
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From Murals to Marketing

Clairemont InternBlog, Marketing, Social Media + Influencer Engagement, , , , , , , , , , ,

How can a project about murals become a mass marketing campaign and help connect people? Ask Jedidiah Gant, a well-known North Carolinian, who acts as a mediator for businesses and artists in the local Raleigh area.

Gant partnered with JT Moore to help bring local businesses and artists together to make Raleigh a more beautiful place. This idea blossomed into a project that has captured wide-spread attention and has given the city of Raleigh a new meaning.

In July 2014, Gant and Moore created the “Raleigh Murals Project” with the objective of generating conversation and uniting the citizens of Raleigh. Gant had a fews visions in mind when he started this project; he wanted to increase public art in Raleigh while also adding vibrancy and color to the city. But as Gant and Moore strategized, they were faced with the challenge of building effective, ongoing publicity for both the business owners and the artists.

Videos

Gant and Moore’s initial techniques were based on micro-media, such as videos, which ultimately expanded into full campaigns. For example, partnering artists created interactive murals, such as the one below, encouraging people to take pictures, post on social media and gain publicity for the murals.

Courtesy of Raleigh Murals Project’s Facebook

They showcased multiple videos with the idea of making Raleigh colorful through its citizens and murals. When these videos went live, the traffic to the Raleigh Murals Project website and social media accounts skyrocketed.

Hashtags

Gant and Moore also added hashtags on the murals. Passerbys could quickly search the hashtag and view the exhibitions and contests related to that mural. This creates an interaction between the city and the citizens, aligning perfectly with Gant and Moore’s core mission.

Courtesy of Raleigh Murals Project’s Facebook

Cultural Movements

Gant tapped into trending topics and cultural movements. During the time of the presidential election, Gant noticed people were taking selfies of themselves with the “I Voted” sticker to post on social media. He quickly reimagined the “I Voted” sticker along with the hashtag #VoteRaleigh and incorporated it into a mural.

Not only did Gant create a new “sticker,” he also filmed a short video to get people engaged with the trend, drumming up even more publicity through this digital campaign. This promo video resulted in several parades in downtown Raleigh, and the hashtag is slated be used for future elections.

Courtesy of Raleigh Murals Project’s Facebook

Such trends and ideas can snowball and reach bigger influencers and businesses. One campaign that was able to extend outside of the Raleigh city limits was the “Truth x Vans by Kevin Lyons” project. This campaign used Lyons’ artistic skills to captivate Truth’s anti-smoking message while promoting Vans’ new pair of sneakers.

Murals Making Connections

Who knew murals could become a significant project for digital marketing? Pairing two seemingly disparate concepts can spur change and action. Just as Gant and Moore put their heads together, they helped bring businesses and artists together to create a colorful conversation for the citizens of Raleigh.

Check out other ways to create collaborations and boost your marketing!

Written by Binh Nguyen, rising senior at Auburn University.

 

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Dazzle Before Distraction

Clairemont InternBlog, Marketing, Social Media + Influencer Engagement, , , , , , ,

In an oft-quoted 2015 study, Microsoft revealed that the human attention span is now shorter than that of a goldfish. The small creature can remain focused for approximately nine seconds, while the average person stays focused for only eight. Public relations professionals must adapt to the changing media environment, constantly crafting creative ways to communicate their messages. Everything from word choice to timing can make or break the efficacy of your communication.

Tips for Emails

John Edwards, marketing consultant and CEO at Hosting Facts, unveils important tips for effective email communication. He points to a USC Viterbi School of Engineering study that observed 2 million users who sent more than 16 billion emails over the course of several months. Two findings include:

  1. Send Emails in the Morning

While most professionals check email throughout the day, the highest response rate comes first thing in the morning. Send a note early to catch the reporter when she first gets to her desk.

  1. Follow Up After 48 Hours

There is a 90 percent likelihood you will get a response to your email within 48 hours. If you don’t receive one after this time frame, you may not receive a reply at all. Follow up after two days to improve your chance at an answer.

Tips for Mobile

A 2015 study released by Deloitte concluded Americans collectively check their phones 8 billion times a day, and the average person reaches for his phone 46 times daily. It is vital to adapt your PR strategies for mobile considerations.

  1. Keep Email Subject Lines to Five Words

Pierpont notes that if recipients can’t read your entire subject line on their phone, they’ll delete your message. Google’s algorithm will truncate your headlines if it is more than 65 characters and eliminate additional subheads. Keep openers, subject lines and headers brief!

  1. Add Video

Fifty-nine percent of senior executives prefer to watch video instead of reading text if presented with the option. Consider relaying information through a short, eye-catching video.

Tips for Blogs

  1. Hubspot notes that B2B firms with blogs generate 67 percent more leads per month than non-blogging firms.

Encourage clients to produce their own content. Whether it’s a feature on management, opinions about the industry or tips about work-life balance, allowing potential customers to get a behind-the-scenes peek at the company’s personality can boost the website’s reach.

  1. Keep Age in Mind

Millenials are 247 percent more likely to be influenced by blogs or social networking sites. Think closely about your client’s audience when considering which platforms to focus efforts. If the client base skews younger, for example, explore Snapchat and Instagram.

Check out other tips to master your social media in 2017!

Written by Casey Moore, senior at the University of North Carolina at Chapel Hill.

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Marketing in a Post-Truth Era

Cherith AndesBlog, Marketing, Public Relations, , , ,

It’s no secret that America’s climate is undergoing a political, economic and social redirect. In fact, researchers claim that we’re entering into a new cultural era, one of the first shifts of this kind since the mid-1960s.

For example, recent findings by the Kantar Futures Group reveal a resurgence of the populist mindset. For the first time in decades, Americans place a premium on a sense of community and social ties rather than a sense of individualism. While self-expression still exists, it is couched within a context of smaller worlds, shared allegiances and common interests. People are willing to give up a small portion of our “lone ranger” mentality to stay connected to the group.

In addition, recent developments have launched us into a “post-trust era” (or the “post-truth era“) where we no longer trust experts or leaders. It’s not that we don’t see them as credible; we just believe they’re pursuing their own agendas. Interestingly enough, this mindset spans political parties and socioeconomic strata.

As with any cultural ebb, America’s shift affects branding, marketing and public relations. A cursory overview shows how these concepts have already manifested on social media.

– Mastodon: A Twitter clone that appeals to the “old Twitter crowd,” as it were. It sidesteps features that users perceive interrupt their experience — such as a stream of ads or ranked content. Users felt incensed that some “untrustworthy” governing authority regulated their timelines. Mastodon offers organic, real-time experience unfettered by the influence of “the man” along with several privacy options.

– HaterDater: While many apps connect users based on common interests (Match.com, MapleMatch, you name it), app developers have gone so far as to launch forums that connect people based on their dislikes. From those who loath certain politicians to people who hate slow walkers, users can find a like-minded friend on HaterDater. Our desire for connection has prompted us to connect with small communities in some very unexpected ways.

How should marketers respond? Demonstrate that you have your audience’s best interests at heart. Support and enable small communities. Back off of rampant fact sharing, and provide ways for people to strengthen their relationships with others. Heck, sponsor a local tee-ball team! (Okay, not necessarily, but you get the point.) Invest in personal, local and connected as the new currency to strengthening a brand.

What other strategies should you explore to strengthen your brand? Check out our post on Communicating Your Brand.

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