When considering social media engagement, it helps to think of the audiences you hope to reach in categories. On a recent episode of the podcast “Social Business Engine,” Avery Dennison Director of Global Digital Communications James Moat listed seven types of social media users most important for brands to target:

1. Creators – Publishers of blog posts, those who upload videos, and creators of memes and other content.

2. Conversationalists – People who update their status or post a tweet at least once a week.

3. Critics – Those who mainly respond to the content other people post rather than post content themselves.

4. Collectors – Using RSS feeds, social bookmarking, and tagging, collectors organize the material they want to receive.

5. Joiners – The Joiner will maintain social media profiles on numerous accounts, though they may not be active in any of them.

6. Spectators – The most common of all social media users, Spectators read blogs, watch videos, listen to podcasts, and scan review sites, but rarely post. (read more…)

How do you turn a company into the career destination for job seekers? Show them how your company makes something that they can relate to, something meaningful — something real. And, make them feel like they will have opportunity to grow.

Challenge: Textron is a multi-industry company that leverages its global network of aircraft, defense, industrial, and finance businesses to provide customers with innovative solutions and services. Like many companies, Textron lacked brand awareness among early career job seekers. The company wanted to speak directly to early career job seekers and find ways to extend the conversation beyond the career fair booth, so it focused on social media to create a highly targeted campaign that drove real results.


Our path:

The first step in strengthening and developing a brand position is to create a messaging platform to tie all communications together. Textron and Roberts Communication crafted a message, called “Make Something Real,” to showcase the career potential and opportunities at Textron. (read more…)

In today’s nonstop digital world, it can be hard to get your message across, and as a consequence more brands are turning to video marketing. Not everyone has time to read through lengthy articles, and even snappy infographics can fail convey a targeted message. Video allows you to actively show and explain to your customers exactly what your brand is about.

According to predictions from Cisco Video Networking Index, video traffic accounted for 64% of all consumer Internet traffic in 2014, that figure is expected to rocket to around 80% by 2019. Furthermore, comScore contends over half of all time spent on digital media occurs through mobile applications.

This makes mobile video streaming platforms like Periscope incredibly valuable. Not only can you engage your customers with captivating video marketing strategies, but you can reach them anywhere, at any time.

The application allows you to broadcast live video content that can be viewed on a phone, tablet, computer, or even a TV screen. (read more…)

The start of a new year means a new slate of predictions — we were pretty pleased with how the last 2 years of predictions turned out — see our 2014 and 2015 predictions. Now we are back at it again for 10 more predictions.

Here are a few of the things we expect to see make waves in 2016:

1. Talk is cheap: Networks and advertisers will realize engagement is key
While some measurement organizations continue to opine on the value of measuring conversation on Twitter and Facebook and how that impacts TV/advertisers, 2016 will mark the year where networks and advertisers wisen up to the fact that most people don’t talk on social. So, if you’re measuring talk, you’re missing the big picture. Focus will turn to measurement of “engagement” more broadly defined to analyze and measure the signals that all users of social media actually do, not just the hyperactive users who represent the majority of content on everyone’s feeds. (read more…)

While the saying “content is king” still holds true today, content alone will not translate into results or separate your business from the competition. Content includes blogs, case studies, white papers, photos, videos, social media, infographics, memes, gifs, emojis and more. With all of these forms of content at your disposal, it’s more important — and complicated — than ever, to have a documented digital content strategy prior to implementing your initiatives.

In fact, 36% of B2B companies with a documented content marketing strategy in place believe that they are effective in their efforts, compared to only 12% without a strategy. Having a digital content strategy in place also doubles the likelihood that a business is successfully tracking ROI.

When developing your digital content strategy, it’s important to recognize that there is no one-size-fits-all template to follow. After all, if you asked 20 expert content marketers what their strategy looks like, you’ll get 20 different variations. (read more…)