the pursued, the pursuing, the busy & the tired

insights & opinions on social media, brand marketing and advertising      

[onlythepursued]

My Friend, My Mentor

A friend of mine is currently battling stage IV triple negative metastatic breast cancer for the second time. Her blog, Go Home Cancer, You’re Drunk, is a real, honest, no-shits-given account of her experience that everyone should take time to read.

In her recent post, “Fake It 'till You Make It,” she reflects on the idea of “acceptance,” something she says she’s no closer to, and would rather continue to fake her way through the madness—which, she admits, may just be a more manageable version of denial—and she’s okay with that.

Reading this, however, made me think: why the hell shouldn’t she be?

A few months back my father underwent radiation treatment for cancer of the lymph nodes, following the removal of his entire upper palette. Months of maintaining a liquid-only diet has left us with a dad half the size but twice the strong, and we thank God every day. He continues to battle related health issues—most recently a painful bout of kidney stones—but he’s doing really well for turning seventy-years-old this month.

And if I ever heard my father say then, now, or ever, that he “accepted” any of these health-related ailments, I’d be pissed. Because to me, hearing him say he “accepts” it—any of it—is like hearing him say he’s giving up. It’s like he’s saying we should all give up too. Like my mom should stop driving him to the emergency room or my sister should stop brewing homemade broth for organic, healing soups. Like we should all stop spending time with him or including him in our prayers. As Walter White would say: that is such bullshit.

It doesn’t mean you have to handle your words with kid gloves or coat them in sugar, something my friend says she is finding increasingly difficult to do when it comes to the topic of cancer. But the whole “fake it ‘till you make it” thing can be very powerful—comparable, even, to its cousin, the placebo effect. While one is intentional and the other isn’t, the results, in many cases, are the same.

The idea reminds me of the popular TED talk by social psychologist Amy Cuddy: Your body language shapes who you are, as it discusses the idea that by adopting behaviors that reflect power and strength, and by redirecting our thoughts, we can become more self-assured and face challenges without the fears and inhibitions that may typically hold us back.

“Fake it till you become it” is her rallying cry, and she has the science to back it up. Cuddy proves that no matter how much it scares you, small changes in body language and positive thinking can indeed change your body chemistry.

I realize there are different ways in which “acceptance” can be interpreted, and by no means do I wish to offend anyone. I have not personally experienced cancer; I’ve only seen it affect those close to me. Perhaps I’m being selfish supporting my friend’s current approach, which she refers to as an “elaborate game of pretend,” but I agree with setting milestones, planning trips and living intentionally—something we should really all take time to do.

Right now I'm a "Fake it 'till you make it" kinda gal. And really, what's the harm in that?

No harm, my friend. Stay beautiful, stay strong.

[onlythepursued]

Working in a Culture of Extroversion

Fake It 'till You Make It.

Harvard Business School trains their students to fake it—that is, when it comes to building and maintaining trust in a group setting. In one of my favorite books, Quiet: The Power of Introverts in a World That Can’t Stop Talking, Susan Cain explains, “The essence of the HBS education is that leaders have to act confidently and make decisions in the face of incomplete information.”

Students are conditioned to speak first, react immediately and answer confidently—even when they don’t have all the facts. In fact, Cain explains, half of the students’ grade is based on how much they speak up and interject themselves into class discussions/debates—making it extremely difficult for introverts, who would rather contribute only when they have something truly insightful to add.

The concept itself perpetuates a façade of certainty—in which even a momentary pause or hesitation is seen as weakness, and risks loosing the trust of others. And, in the words of social psychologist (and popular TED speaker) Amy Cuddy, “having the best idea is worth nothing if people don't trust you.”

Of the numerous, fascinating studies Cain describes in her book, one exercise in particular stood out as it reminds me of the many brainstorming meetings that take place in the agency world. It also supports my belief that prominent, more aggressive personalities are given more opportunities in the workplace, and are therefore more successful than their introverted peers.  

When Collaboration Kills Creativity

In an exercise designed to teach group synergy, students are divided into groups and asked to rank fifteen “salvaged items” in order of importance to the group’s survival—first individually and then as a team. Essentially, the group fails when any of its members has a better ranking than the overall team—which, Cain adds, is what can happen when students place too high a value on assertiveness.

When group discussions are played back via video, it is clear, as one student stated, that their “action plan hinged on what the most vocal people suggested.” He goes on to say, “When less vocal people put out ideas, those ideas were discarded. The ideas that were rejected would have kept us alive and out of trouble, but they were dismissed because of the conviction with which the more vocal people suggested their ideas.”

This exemplifies our tendency to agree with the loudest, most assertive voices, with those who initiate action—any action. Similarly, we feel empowered by dynamic speakers, by those with strong presentation skills. This is often why less qualified people are put into positions of authority—simply because they are good talkers. Why one agency wins a client over another—because they had better presentation skills.

How to Solve for X

The larger the group, the more likely it is for individuals to feel overpowered and intimidated when it comes to speaking their mind, and the more likely it is for the group to agree with the loudest, most talkative members. Try, instead, using group time to explain a project’s parameters and answer questions, then break apart to allow individuals to brainstorm on their own. Using a posting forum like Slack, which allows users to digitally share their ideas, is a great way to give each person’s contribution equal opportunity for consideration.  

However, if you’re not in a position to change the way your company handles meetings, perhaps “faking it” is the way go. Amy Cuddy, mentioned above, touches on this idea in her TED talk “Your body language shapes who you are.” She explains that by adopting behaviors that reflect power and strength, we can become more self-assured and face challenges without the fears and inhibitions that may typically hold us back. In other words, it’s possible to “Fake it ‘till you become it.”

Let’s face it: we’re living in a culture of extroversion—a culture that values the dynamic and enthusiastic. Sometimes you have to push yourself to make things happen. We can all recall a time when “the opinion of the most dynamic or talkative person prevailed to the detriment of all,” which Cain puts into perspective stating, “Perhaps it was a low-stakes situation—your PTA, say, deciding whether to meet on Monday or Tuesday nights.” But maybe, she continues, it was more important, like “a jury deciding whether or not to send a single mother to jail.”

Even if it makes you uncomfortable, speak up and with assertion. I personally recommend taking some improv comedy classes, like the ones offered at DC Improv, to build confidence, get you thinking on your feet, and relax when the pressures on—you won’t regret it.

[onlythepursued]

What Brands Can Learn From Candidates’ Social Media Personas (Dems edition)

To follow up my previous post regarding GOP social media personas, and in the interest of equal time, let’s now take a look at how the top democratic candidates are doing in the social space.

Hillary: Teacher’s Pet

Hillary has a presence on virtually every major social channel and is one of the most active candidates in terms of post frequency. She (her team) is consistent with pushing content that falls under the themes of women, diversity and empowerment, and she’s quick to capitalize on pop culture/current events while relating them back to her messaging. For example, the day after the Emmys she tweeted, “At the #Emmys, @violadavis became the first black woman to win Outstanding Lead Actress in a drama. Bravo, Viola!” (Women. Diversity. Empowerment.)

Takeaways for Brands

From a branding perspective, she maintains the same font and design elements across channels, which creates uniformity while adding credibility. Images are properly sized for each platform (brownie points) with content adapted to fit the specific medium. And there’s a healthy mix of text, videos, images and photos to keep her followers interested and engaged.

Hillary’s social channels follow social media best practices to a T. Her style is best suited for a lifestyle/empowerment brand like AARP’s Life Reimagined. With beautiful, picturesque photography and custom branded images, these accounts aim to inspire and motivate individuals through celebrity alignment and the use of bold messages that keep the tone positive and relatable. In fact, the two accounts are eerily similar…

Bernie: The Alarmist

I’ll admit I didn’t think Bernie’s social channels would be all that entertaining—being the oldest candidate in the race. But he seems to have come out with guns blazing as his channels are seeing high engagement levels.

His content consists primarily of powerful statements, many of which include a strong assertion or warn of a potential threat to the human race. His use of intense, passionate language conveys urgency, evokes emotion and inspires action. He often posts with “we should,” “we must” or “we need” in attempt to unite his followers. Across channels, his branding is consistent and helps to reinforce his messaging; emphasizing that he is prepared to take on the issues (or become the next Superman).

There’s not much joking around on Bern’s channels. However his Instagram is a good refuge for some lighter content, including lots of selfies with his younger supporters (something about him being a 75-year-old makes taking selfies with him irresistible).

Takeaways for Brands

Bernie’s bold, in-your-face style is great for action-oriented organizations like theWorld Bank. Urgency is underlined through the use of bold fonts and bright colors to capture viewer attention, reinforced with powerful statements and graphic images that appeal to emotion. His sense of urgency would be great for retail, but too much urgency and you risk sounding like a mattress store that’s always on the brink of going out of business. Not good for a candidate. Or a mattress store, for that matter.

Martin: Talk Wordy to Me

For someone that likes to preach “Actions Not Words,” Martin O’Malley sure has a lot of words. In fact his channels can be a bit of a sensory overload when it comes to graphics. They pack a lot of content in a small space, often leaving the actual message section blank or with only a few words, which isn’t much to see if his images don’t load or become cut off in mobile view.

He’s a fan of using amp-up language like “get psyched” and “get pumped,” almost as if he’s promoting a concert—which isn’t surprising given that he’s been singing and playing his guitar all along the campaign trail, covering artists like Johnny Cash and Taylor Swift.

Every couple of posts will switch from third person to first, which can be confusing and appear less authentic. This essentially contradicts the nature and power of social media, which allows brands and individuals the ability to connect with fans directly in real time while appearing more human. The bottom line is it makes it harder for fans to feel a connection and more likely to wonder: was that Retweet really from him or his intern?

Takeaways for Brands

Martin’s style would be difficult for any brand to adopt, as brevity is key to connecting on social media. No one has time to (or wants to) read a paragraph-long post. Chances are high that it will be immediately skimmed over in a users’ already crowded feed.

Like the GOP candidates, it’s a safe bet these personas will evolve as the campaign marches on, presenting new lessons for brands. What takeaways do you have from the 2016 Democratic candidates?

(Originally posted on RP3 Agency blog.)

[onlythepursued]

What Brands Can Learn From Candidates’ Social Media Personas (GOP edition)

Call me crazy—but a few elections from now, it’s quite possible for Presidential campaigns to be fueled almost entirely by social media. After all, social media allows candidates to build huge followings and craft their personal brand much more efficiently than massive TV buys. But with opportunity comes challenges.

Often times, a brand or individual isn’t aware of how they’re coming across in the social space. Their “social persona” doesn’t align to their real life personality, match the values they supposedly stand for, or appeal to their entire target audience. This creates a disconnect, and dilutes the authentic, transparent nature of the medium.

With the next #GOPDebate fast approaching, let’s review how the top republication candidates are doing. (Democrats to follow in a later post.)

Donald: Rogue but Real

We all know Trump has a big mouth, and it’s evident when looking through any of his social channels. He’s not one to shy away from the media and often calls individuals out by name when he feels he’s been wronged. At the same time, however, he’s quick to praise his supporters with Retweets and Replies. Throw in a handful of controversial statements mixed with some hate-to-love-it humor and there you have it—Trump’s social strategy.

Without any fancy branding or custom images, he pulls in the highest levels of engagement across all channels. On Twitter, the majority of his tweets are text-only, placing the importance solely on his words. Even on Facebook, his text-only posts (gasp!) do just as well as those with video and photos.

For better or for worse, it comes across as authentic. It feels like every post, every reply (he’s busy!) is coming directly from Trump’s mouth, not some savvy social media team.

Takeaways for Brands

Donald’s unfiltered style and “attacks” on competitors would be risky for many brands, but just right for challengers. We’ve seen Samsung go after Apple for years—and some of the digs are quite effective.

Ben: The Thankful Optimist

The majority of Ben’s posts are sharing positive press or poll results, announcing upcoming appearances and thanking his supporters. The mood is upbeat and forward-looking, with thoughtfulresponses to questions and heartfelt “Thank yous” that he posts to Facebook, further reinforcing his likability.

For some comedic relief, Ben’s campaign bus has it’s own Twitter account. The bus, Healer Hauler, speaks in lighthearted first person and keeps followers updated on his travels, his favorite songs and whom he gets to meet along the campaign trail. Its a nice addition that allows for Retweeting and cross promotion.

Takeaways for Brands

Ben’s approach seems best-suited for mission driven brands like organic foods, or nonprofits and charitable organizations that must remain upbeat. If he’s forced to come out punching, it will seem too out of character.

Marco: The Jock

If you couldn’t tell from his tweets about fantasy football, his football-themed product line or his video catching footballs as he fields questions, Marco Rubio loves football. (Specifically, his Florida Gators.) Marco is also very engaged with his fans. He’s “on top of his game” when it comes to retweeting and responding to comments/questions. He encourages conversation by posting polls where users can vote, and includes strong call-to-actions that tell his followers exactly how they can help.

Takeaways for Brands

His alignment with sports is not only a unique differentiator, it’s good marketing, as any NFL advertising partner will tell you. By infusing sports-talk into his campaign messages, he makes them something familiar that we immediately recognize and want to get behind. It’s in our nature to root for (or against) something—even if it means users posting about other candidates on his feeds. In fact, these posts only fuel the fire.

Carly: The Classic Nerd

By “Classic Nerd” I of course mean a combination of classy and nerdy. You won’t find any candidate-bashing on Carly’s social channels but rather straightforward information with passionate messages. Carly uses language like “our leaders in Washington today, perched comfortably atop a broken system of their own design” and refers to Obamacare as a law “longer than a Harry Potter novel,” showing she’s comfortable being labeled a bookworm.

But don’t count her out when it comes to confronting candidates on important issues; she’s ready and willing to fight for her beliefs. Her consistency in message, reinforced by a robust website with searchable videos and answers, show that she’s not willing to back down.

Takeaways for Brands

Carly’s direct Q & A style works well for complex organizations where there is a lot of information to breakdown, much like a technology company—not surprising given her background at HP. In fact, they use similar strategies to make information more digestible through infographics and some lighthearted images to balance out the abundance of information and appear more “human.”

Jeb: A Box of Chocolates

Jeb has been playing catch up and has finally invested more in video content and taken a stronger defensive stand when it comes to remarks about him and his brother. He’s still a mixed bag and appears as though he’s been taking notes from other candidates.

His stronger defense suggests he’s taken a page from Trump’s book, even going on the offensive—recently criticizing Trump for approaching foreign policy as if he were “still on The Apprentice.” He’s up on his football talk like Marco Rubio. And he will refer to himself as a “nerd,” a la Carly.

Takeaways for Brands

Using a mix of positioning strategies might haunt Jeb in the crowded GOP primary field. But for larger brands with multiple audiences, it’s a good way to connect on various levels. Rite Aid, for example, sells a wide range of products that appeal to men, women and children, so their posts include a combination of ads geared toward each of these audiences.

It’s a safe bet these personas will evolve as the campaign marches on, presenting new lessons for brands. Or not. What takeaways do you have from the 2016 GOP candidates?

(Originally posted on RP3 Agency blog.)

[onlythepursued]

Discover: Snapchat News

Snapchat announced a new feature today that will make it more competitive with social platforms—namely Facebook—as it offers users an editorial experience that Facebook has yet to master.

The feature, known as “Discover,” will deliver editorial content (stories) from various teams that will update (disappear) every 24 hours. The difference, as Snapchat states, is that Discover “has been built for creatives,” explaining, “we count on editors and artists, not clicks and shares, to determine what’s important.”

Media companies including CNN, Yahoo News, National Geographic and ESPN have the advantage of building a narrative by piecing together multiple articles, photos and videos, each covering what they deem newsworthy for their readers.

Although the load time between stories seems to be lagging, I’ve found the Discover experience to be quite seamless. I appreciate the brevity of each “edition,” making it easy to digest the outlet’s top stories.

It did—admittedly—take me several attempts to find this section of the app. In fact I searched it multiple times, even going as far as checking the App Store to see if I had the most updated version. (Turns out, it’s located in the upper right hand corner of the “Recent Updates” section—the icon is an open circle.)

To be fair—I don’t use the app much. Maybe it’s just me, but I found this really frustrating and tedious (and thus don’t see myself returning here any time soon).

At the moment, I’m quite addicted to Flipboard as far as getting my news and culture fix—but that could also be because I’m over the age of the 25.

According to a report from Business Intelligence, 71% of Snapchat’s estimated 30 million monthly users are under 25. When you look at it that way, Discover does exactly what it’s supposed to do—serve up news in a short-form, interactive style using rich media and storytelling that is highly favorable to this demographic.

Over 25 or not, I continue to be impressed by Snapchat’s updates. If there’s one thing we can all agree on—it’s that Snapchat knows its audience, and it does a damn good job at giving them what they want.

(Originally posted on RP3 Agency blog.)

[onlythepursued]

A Completely Safe, Secure and Ad-free Facebook?

Facebook tests new platform exclusively for businesses to connect internally.

Facebook recently announced that fewer than one dozen partners will begin using the beta version of Facebook at Work, a service separate from the public-facing version meant entirely for workplace collaboration.

According to Facebook, “employees’ Facebook at Work info is safe, secure, confidential and completely separate from their personal Facebook profiles.” It will be free to companies that sign up and offer an ad-free experience.

So all your information, posts and photos will only be seen by those in your network and there’s no advertisements? Seeing as how the original Facebook was ad-free and exclusive to colleges only, what could possibly go wrong?

For starters, the social network has “not yet … determined how the company will try to monetize Facebook at Work.” Smells like advertising to me.

If and when Facebook at Work launches, would your office use it or would it be another distraction like, say, Facebook?

(Originally posted on RP3 Agency blog.)

[onlythepursued]

Stay Curious, My Friends

With access to instant answers, search engines continue to narrow the gap between knowing something and not knowing something. But what are the consequences of losing that moment?

I recently came across a fascinating article by Ian Leslie, “Google makes us all dumber: The neuroscience of search engines,” that opened my eyes to the larger societal impact of search engines, something I never before considered in great detail.

Leslie argues that search engines inhibit our ability to think deeper and more broadly, stating, “As search engines get better, we become lazier. We’re hooked on easy answers and undervalue asking good questions.”

With every piece of knowledge instantly available, there’s no time to NOT know. And that moment of not knowing—that moment of inherent curiosity that search engines are trying to eliminate—is becoming increasingly shorter as technology advances. Which made me think: what are the consequences of losing that moment?

If a personal driver weren’t always a tap away, you may choose to walk a few blocks instead. Perhaps you discover a new restaurant, and without immediately looking up their reviews on Yelp, you decide to eat there.

Maybe it’s amazing and your curiosity is rewarded. Maybe it’s horrible and you never eat there again. The point is that you tried something you may never have tried should you have automatically defaulted to the conveniences of a smartphone.

It’s clear that our reliance on the instantaneous is impacting our sense of adventure and curiosity. After all it is the concept of the unknown that drives us to take action, to seek answers, or to simply just find more information. As Leslie notes, “It’s the feeling of not knowing which inspires the desire to learn.”

If we didn’t have our smartphones glued to our sides when we forget a word or a phrase, could we endure the torture of putting our brains to work to recall this information?

Instant answers lead us to doubt our own intelligence, making us feel uncomfortable and irritated. And our continued reliance not only makes us lazy, it weakens our retention and ability to recall information in the future.

Leslie makes the point, “The easier it is for us to acquire information, the less likely it is to stick… we learn better when the learning is hard.” In other words, using short cuts like Google may provide a quick answer, but we are less likely to remember it.

While we’re aware of the positive impact technology has had on our lives, it’s important we take a step back to make sure it isn’t running them.

(Originally posted on RP3 Agency blog.)

[onlythepursued]

Doesn’t Vine Know That Constraint Breeds Creativity?

Vine was the same platform for everyone and everyone could participate. Everyone knew the difficulties and everyone accepted the challenge—that is until their latest update.

Last week, Vine released a new version of their video app that allows users to upload pre-existing video from their camera, among other new features including the ability to mix several videos together, preview clips, and undo changes.

If you aren’t familiar with the app, these updates represent a dramatic shift in how the platform is used, leading many to believe that Vine’s once raw, unpredictable nature will become just another platform for professional advertisements and fancy visual effects (I’m looking at you, YouTube).

As J Barbush notes in a recent Digiday post, “Vine was about creativity through constraint. Creating six seconds of in-app video with minimal editing is about as constraining as it gets. It was a minimalist playground.”

Everyone knew it wasn’t easy to make a quality Vine video without starting over numerous times—one small mistake and that was it. And because of this constraint, we witnessed the unexpected.

Again and again we saw people doing amazing things with these six-second videos—we saw unknown teenagers become “Vine stars” and get paid for their endorsements. We saw students, artists, and everyday people discover their passion for editing, directing, and filmmaking. And we saw Fortune 500 companies find a new level of connecting with their audience through a sort-of mutual admiration for the craft.

The latest updates provide shortcuts, making it seamless to upload any video not shot through the “creative restraints” of Vine. It will be interesting to see if brands start posting broadcast-quality TV spots/ads (as many fear they will) or stick to the crafty, spontaneous nature that made the original app so unique.

[onlythepursued]

Today's Rockstars Do It On Social Media

Forget the flashy studded jacket, the tight leather pants, the neon-colored boots, and the epic haircut—Rockstars of today don’t need to hide behind trendy accessories or gaudy makeup to make a statement. If you ask me, today’s Rockstars aren’t hanging out backstage or lounging in the VIP section, they’re killing it on social media.

As social media platforms become increasingly more visual, brands are shifting their focus on providing high quality images—often at the expense of good content. And while platforms like Twitter admittedly favor rich media, there are some brands that go against the grain—posting without images and focusing on content alone that see just as much (if not more) engagement. (Rockstars.)

In October 2013 when Twitter announced that their timelines would be more visual and engaging, stating, “previews of Twitter photos and videos from Vine will be front and center in Tweets,” it was a game-changer for the industry. Some brands (Adweek) have done an excellent job at using this feature to their advantage by manually uploading an image with just about every post.

While the effect is visually appealing, content managers around the world let out a collective groan. In order to use Twitter’s photo preview option, images must be uploaded natively, or through Twitter itself. This essentially renders all CMS systems useless (therefore binding us content managers to our desktops, making us stop everything to tweet—with a previewed image—at numerous intervals throughout the day…but I digress).

Because posting with previewed images on Twitter is more tedious and time-consuming (especially if you take the time to properly crop your images), brands seem to be putting less effort toward developing good content—when in fact they should be doing just the opposite.

Now that your content is essentially competing with an image, it’s more important than ever to get creative with your copy. Yes, a great image will draw eyeballs—but it’s the content that’s going to prompt engagement, i.e. sharing, replying, retweeting.

So what about those brands that say F-that we’re going to post without your flashy bells 'n whistles and get just as high engagement levels? Well for one, they’re Rockstars.

Take R/GA’s Twitter for example. They tweet (for the most part) without images, videos, hashtags or URLs, and still see very high engagement. Why? Because their content is awesome. It doesn’t need skinny jeans, piercings, or a shaved head—it can stand on its own. Their Twitter feed is all proof you need to realize that content is still incredibly powerful and cannot be forgotten or neglected, even when posting with an image.

There’s no right or wrong way to approach to social media, it’s about finding the right balance that works for your brand. What's important to note is that Rockstars today don't need gimmicks—all they really need is their swanky attitude (and the groupies will follow).

If you're posting with images—by all means make them pretty, just don't let them distract you from writing good content to go along with them. Because, as the Rockstars have proven, it can be done without.

(Edited from original version on rp3agency.com/blog)

[onlythepursued]

Why Your Current Followers Are Your Tim Howard Game

Your current followers are your strongest sales people, your brand advocates, your marketing geniuses, and your free advertising. They are your toughest critics, your biggest fans, your fatal enemy and your saving grace.

To put it in current perspective, they are your Anthony Weiner scandal, your Tim Howard game, your rogue intern tweet, and your Oreo moment. Most of all, they are your greatest influencers with the strongest connection to your target market.

…And why am I telling you this? Because too many brands continue to evaluate their social media success on fan or follower numbers, leading them to drive marketing efforts outwards in order to reach prospective customers. This strategy, however, is largely flawed. Marketers need to instead shift their focus inward to inspire outward connections.

When you consider the numbers, when you really look at why consumers are on these channels in the first place, it’s overwhelmingly clear that the biggest influencers are your consumer’s personal contacts—not you.

According to a study recently released by Gallup, the vast majority of consumers (94%) who use Facebook, Twitter, and other social networks are primarily there to connect with friends and family. In fact, “they are far less interested in learning about companies and/or their products, which implies that many companies have social media strategies in place that may be largely misdirected.”

Knowing this, it’s easy to see why advertisers are becoming discouraged. Their efforts disrupt the very nature of the platform, which proves time and time again to favor personal interactions over branded content.

In fact, “consumers are highly adept at tuning out brand-related Facebook and Twitter content.” Of more than 18,000 consumers polled, 62% said social media had no influence whatsoever on their purchasing decisions. Word-of-mouth marketing, or products and brands recommended by actual human beings that consumers know and trust, is still the most effective strategy.

This, and the fact that customer engagement drives social engagement, is why you need to shift your strategy inwards and use the system to your advantage.

For one reason or another, your current followers opted-in to receive your content, and can opt-out just as quickly. Your job—if you choose to be successful, is to keep them happy.

This is where you should invest your time, money, and resources—where you offer exclusive deals and incentives, where you provide original, relevant, thought-provoking content, where you respond 24/7 to customer service needs—where you give your followers a reason to come back and interact with your page.

As Gallup reminds us, consumers largely form relationships offline, “when they have already made an emotional connection with that brand.” Your existing fans are the ones that already have an interest in your brand, and are therefore the most likely to participate and advocate on its behalf.

Consumers aren’t on social media to engage with brands or hear the latest sales pitch, so keep your content authentic, ditch the advertising language, and shift your focus inward to cater to your existing followers—they are, after all, your everything.

(Originally posted on RP3 Agency blog.)

[onlythepursued]

Never, ever stop dancing. Even when it pours. 

[onlythepursued]

Thanks for your order, would you like Netflix with that?

Co-author: Kurt Roberts

Is your business willing to pay-to-play?

For the next two months, the public can voice their opinion on the FCC’s plan for the future of network neutrality, or, the idea that Internet service providers (ISPs) should have more control over the speed at which content moves across the Web, depending on which firms pay the most.

For background, traditionally the ISPs were happy to pass through all Internet traffic to their customers–that was, after all, the content that drove users to sign up for accounts and access. Internet backbone providers were able to send their traffic over the ISPs’ networks for free. In 2010, partially driven by consumer demand, the FCC adopted a set of rules widely supported by the tech community; these rules were struck down by the D.C. District Court this January. The court felt the FCC was overstepping its’ regulatory bounds.

Recently, the ISPs have been more selective about traffic–particularly extremely high bandwidth traffic like video. There’s already an ad-hoc pay-for-play system in place, as recently highlighted by Netflix and Comcast striking a pay-for-play deal.

In essence, the FCC proposal would codify the ISPs’ ability to create a two-tiered Internet consisting of “fast-lanes,” for those who can afford it, and “slow-lanes” for those who can’t. Many consumer advocates feel that this kind of structure would not only transform the level playing field that currently exists on the Internet, but it would also compromise innovation and entrepreneurship. The ISPs, on the other hand, claim that companies using more bandwidth should pay a higher share of delivery costs.

For the business world, it has the potential to create a monopoly for industry giants and cripple smaller ones that can’t afford to “pay to play.” Not to mention all the companies that will refuse to pay based on principle, resulting in their content not making it into U.S. homes.

If implemented, these new rules are likely to directly impact consumers. This proposal could radically restructure how consumers receive content and critical information online, including limited product choices, access to diversified opinions, and tiered pricing plans for consumers. From a social standpoint, many believe this could lead to a more narrow-minded US society, since consumers would only be able to view content that companies were willing to pay to deliver.

In a future where content producers have to pay for speed, access to the web would essentially be given to the highest bidder, making the Internet–not just the ad platforms–a paid media platform rather than an owned one.

How do you feel about the FCC’s proposal–do you have a strong opinion for or against it? We would love to hear your thoughts in the comments section and continue the conversation.

(Originally posted on RP3 Agency blog.)

[onlythepursued]

Why Snapchat Wins.

As a social media manager, I stay well-versed on today’s popular online communication channels and engagement tactics. As the list continues to grow and change on a daily basis, I’ve noticed more brands experimenting with Snapchat to engage their fans. So why can’t I wrap my head around this new craze?

I downloaded the app about a year ago. After a few months of random disappearing selfies and pictures of food, I deleted it in order to free up space.

Now it’s clear to me why this platform is quickly becoming the standard social networking app for millennials—not just because of their latest upgrades, including real-time video calling and instant messaging, but because Snapchat created the perfect messaging app for its audience.

A few weeks ago when I went to lunch with some colleagues, I overheard our intern, Nate Awelachew, declare, “I have to add this to my snap.”

I thought I heard him wrong, but then again: “This is too funny, I have to snap this out!” He said it like it was the most natural thing in the world. But to me and a few other patrons of “Chicken On The Run” in Bethesda, MD, it was confusing, to say the least.

At this point I asked what the hell he was talking about—well aware that he might be in need of some kind of medical attention. To my surprise, he was talking about Snapchat. He wanted to add a picture he took to his “story” so all of his friends could see—that is, until it self-destructed and vanished off the face of the Earth.

His enthusiasm intrigued me. Clearly, Snapchat was something he and his friends used often and something he seemed to like (a lot). Our Snapchat discussion began, and I finally saw the light.

My first question: Why?

“It’s a more personal form of communication for me and my friends. You can record things in real time—something happening in front of you, and your friends can witness it as you see it. It’s a time-saver really. Sometimes you just can’t explain something in words, or the way in which you want it to be interpreted by whoever you’re sharing it with.”

I asked him to give me an example.

“Say you’re at a comedy club and this standup comedian is just killing it. You wouldn’t try to type up what he’s saying in a text to someone, they just wouldn’t get it. Pressing down a button for a few seconds is seamless, and you can quickly send it to whoever you want.”

So why send a “snap” video over a standard video message?

“For so many reasons. For standard video messages, you have to go into your camera, switch to video, record the video—then when you want to send it, you have to go into your messages, find the video, attach the video—then if you send it to a bunch of people at once, it creates a chain/group message—which no one wants, so then you would have to go through the same process to share the video with each individual you want to send it to. And in all that time, you’re missing the comedian’s hilarious rant, and that’s what you’re there to see. Snapchat is just the push of a button and a few taps of the finger to send a message to multiple people individually, allowing you to carry out separate conversations with each of your friends. The same goes for picture messages.”

It makes so much sense. So what’s the appeal of having things disappear after viewing?

“Because why save it? Are you ever really going to watch that video again, look at that picture again, or is going to just sit in your phone and take up memory?”

Good point. But what if you capture an awesome moment or video and you want to view it again?

“There’s an option to save any image or video.”

What about the whole screenshot thing? (People can “screenshot” anything on their screen, which does, in fact, make something “live forever”)

“The thing with disappearing images is that in my opinion, people can be more themselves. That’s why Snapchat originally got a lot of flack for being ‘just a way to send naked pictures.’ But that isn’t the case anymore, and besides, now there’s a notification that tells you if someone took a screenshot of something you sent. People are going to use the app however they want, but at least Snapchat is looking out for you.”

We’re fascinated by the future of Snapchat and all the potential opportunities. Think about “verified accounts” for celebrities—people will go crazy to see what their favorite celebs are up to on a 24-hour basis.

With celebrities come advertising opportunities—not in the app itself, because that would be annoying, but that brands and celebrities could do. If Beyoncé takes a sip of Coke in her “Snap story,” what kind of endorsements are we looking at? What about a fashion designer having an influencer wear their latest design? The opportunities are endless.

Needless to say, Nate and I weren’t surprised when we came into the office this morning to hear Snapchat’s announcement. Well, actually, we sent a snap to each other before we even got in the office, because that’s how excited we were, and that’s how convenient the app is.

So don’t be surprised if you hear people talking about snapping—no, we aren’t on drugs, we’re just using the latest social app that fits perfectly with our lifestyle. That is, until moms get on it—then we’re out.

(Originally posted on RP3 Agency blog.)

[onlythepursued]

The Future of Apple is Strangely Reminiscent of it's Past: Takeaways from Johnathan Ive Interview

If not for John Arlidge’s talented writing style and gifted ability to capture even the intricate details of his interviews, we may have never gotten such a captivating look inside the man who continues to revolutionize technology.

It’s impossible not to feel the deep-rooted passion and fascination for creation in Jonathan Ive’s words as he speaks for the first time about his 20 years designing at Apple. 

It’s easy to see that being a “maker,” as he refers to himself, is more than just his profession, but representative of his core identity and belief system. And just as his product designs reflect inherent simplicity, so does his thinking—only at a much higher level. 

In fact, much of this thinking is along the same wavelengths as his predecessor, Apple’s former chief executive, Steve Jobs.

“Design is not just what it looks like and feels like. Design is how it works.” –Steve Jobs

First and foremost, Ive stresses the importance of understanding function over appearance, stating, “I want to know what things are for, how they work, what they can or should be made of, before I even begin to think what they should look like.”

We often get ahead of ourselves and look beyond the true purpose of something we are creating, doing, practicing, and so on. Ive reminds us to take a step back and look at the bigger picture, to understand our true purpose and appreciate the little things. 

Although Ive was referring to the design process, his words ring true to other aspects of our lives, reminding us to take a step back and analyze why it is we are doing something in the first place. 

Perhaps working those long hours at the office isn’t the best habit should your goal be to meet someone special, to be more outgoing, or to spend more time with your family. It's easy to get distracted by the trivialities of every day life, and we must remember to reflect.

“If you really look closely, most overnight successes took a long time.” –Steve Jobs

Ive talks about his process, his products, and his team, yet he never uses the word “I.” Ive understands that genius doesn’t come from nothing, that an idea is never truly original—but rather the interpretation or adaptation of an existing idea.

Ive knows the years of work and collaboration that go into making high quality, thoughtful products, and that no one person can truly claim ownership. It is a team effort, a shared experience, and really an ongoing discussion about every single detail. For even when a product is released to market, Ive, like many designers, will continue to ask himself, “Could I have done it better?”

“Stay hungry. Stay foolish.” –Steve Jobs

This innate curiosity and internal motivation is what drives us, what pushes us forward, what fosters our creativity and feeds our inquisitive minds. Nothing is ever finished or perfect as things are always changing, and we are forever learning.

While admittedly very different in demeanor, Ive’s thinking is no doubt reminiscent of his once partner, Mr. Jobs, whose wisdom and insights continue to inspire us. As for the future of Apple, I'm not worried in the slightest. 

[onlythepursued]

Does Shyness Hinder Success in the Workplace?

A deeper look at workplace personalities and how they impact opportunities for advancement. 

Every workplace has its characters: the funny guy, the token nerd, the party animal—you all know who I'm talking about. (And if you don’t, you may be one of these.) These are the people that readily come to mind when you think about the employees at your company.

Whether we like it or not, their influence plays a large role in shaping our office culture. But what about the rest of us who don't promptly come to mind—where do we fall when it comes time for opportunities, promotions, recommendations, or rewards?

If we aren't top of mind, how far down are we?

Especially when decisions need to be made quickly, like who should take lead on a project, if you haven't pulled an office prank or made a splash at a company happy hour, chances are you aren’t the first person someone would think of. 

Unfortunately this is often the case for introverted personalities, or for anyone who conducts him or herself in a more serious manner than they would outside of the office. It isn't uncommon that we button up at work and save the playfulness for the weekend. In fact, many prefer to keep their work and home life separate, including the social aspects.

But when it comes to advancing your career, there’s no doubt that more prominent personalities, aggressive even, are more often met with success, or at least are given more opportunities to do so.

How many assumptions based on workplace demeanor result in missed opportunities?

Let’s say there’s a recruitment event coming up and your company wants to show off its fun, energetic culture. They want their best employees out there networking with potential new hires and mingling with the masses.

Should the week-old account coordinator with the loud mouth be chosen over the five-year public relations manager with the shy demeanor? Maybe. Besides, the PR manager probably doesn’t want to go anyway, it’s totally not their “thing.” 

But what if it is—have you ever once given them the opportunity? Or has their lack of loudness perpetually placed them on the back burner?

How do we break the cycle of being passed over?

We know life isn’t fair and sometimes we have to step out of our comfort zone to get what we want—or more importantly, what we deserve.

Should you ever feel like you’re missing out on important opportunities—opportunities that could advance your career, ask yourself this:

If your company were to make a video portraying its culture, would you be someone they interviewed? Would you even be in it?

If the answer is no, think about why that is. It might be time to make some changes.

Embrace the awkwardness

Unfortunately, there’s no quick solve, especially when it comes to going against your natural tendencies. But there are steps you can take to improve your presence, and eventually, your influence.

Take a mental note of how the funny guy, the token nerd, and the party animal go about their day—how do they approach people? Do they make eye contact with people they pass in the hall? Do they say hello? Probably. Little things like this, if you're not already doing them, can build confidence and rapport.

That’s not to say you need to actively campaign to be the next “office flirt” in order to make an impression, but find some way to connect with people. Go out of your way to make yourself known.

Speak up and show up—the office can be a very lonely place if you make it one. Have an opinion in meetings, attend happy hours, and step outside your comfort zone to ask for what you want rather than wait for it to come to you. (Because if you don’t, it will most likely go to the loud mouth account coordinator.)

[onlythepursued]

The Inevitable Advertising Clogging Our Social Feeds

As a worldwide resource for public conversation and engagement, it’s surprising that social media, for the most part, is a free service. (However if this weren't the case, it wouldn’t have nearly as a high of an adoption rate, and understandably so.)

Of course these companies cannot grow and continue development without sustainable revenue, so the obvious solution is to turn to paid advertising.

For the everyday consumer, this means watching up to 30 seconds of advertising before a YouTube video, reading paid-for content disguised as editorial (see recent post on native advertising), or finding sponsored tweets/posts/pins taking over your social feeds.

It’s a shame that advertising is the ultimate fate for many such companies, as it often doesn't sit well with users and intrudes upon a once very personal space.

Acquired by Facebook in April 2012, Instagram recently hit its 150 million user mark. What’s next? Apparently the company will start selling advertising “within the next year,” as reported by the Wall Street Journal.

Other platforms like Facebook and Twitter are adding more advertising opportunities through strategic partnerships with large industries like television.

As Facebook tests video posts that play automatically, Twitter recently announced their collaboration with Comcast to integrate TV viewing into their social platform, allowing users to record and watch shows directly through their computer or mobile device.

While this feature is indeed an added benefit to users, it also means the addition of more advertising. If you're like me, it’s a bittersweet conundrum. As an avid TV watcher and heavy social media user, I feel that we are already bombarded with enough advertising as it is.

Maybe it’s because I'm in the social media/online trenches day in and day out—but I have to admit it’s frustrating to hear about another social platform integrating advertising.

Yes, I understand the need for it and I'm all for the next technological advancement, but not when it comes at the expense of my sanity. I find myself hating brands I used to love due to their aggressive over-advertising that seems to pop up just about everywhere.

The worst: websites that allow full-screen advertisements to take over their page before you even enter the site. I mean, come on.

I guess advertising is inevitable until social media sites, apps, etc. figure out alternative ways to convert users into revenue. In the mean time, I'll just keep checking brands off my list.

[onlythepursued]

“That’s been one of my mantras — focus and simplicity. Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.” – Steve Jobs