Whew! What a whirlwind. The 2013 PRSA International Conference is wrapping up today, and our heads are spinning with all the great people we met and all the amazing insight shared. We’ve compiled tweets from the duration of the conference to recap what we learned and give those of you who couldn’t attend a peek inside the conference. Read it all..
Two of our team members are already airborne on their way to Philadelphia, and the rest of us will be right behind them! We can’t wait to chat with all of you, and if you can’t make it, don’t worry! We’ll be tweeting and sharing photos on Instagram so you’ll be right there with us.
If you’re wondering what you can look forward to at PRSAICON, we have a list for you. You won’t be disappointed.
Celebrity Encounters: When you think of Philadelphia-based movies, what comes to mind? We’ll have a special Philadelphia-themed celebrity at our booth to meet and greet you. If you still aren’t sure who it is, we put together a video with clues. “That’s how #winning is done!”
This is a guest post by Amanda Belo, media researcher at Cision.
In an article written for the Cision Navigator, Belo researched diverse marketing efforts, specifically with the digital Hispanic audience in the United States. This post is an extension of the interviews she conducted, featuring words of wisdom from three communicators who work with multicultural markets.
From 2000 to 2010, the Hispanic market had a 43 percent growth rate, according to The Nielsen Company. First-generation Hispanics say ethnicity is an important factor when products are marketed to them, yet 1 in 2 Hispanics feel like most marketing doesn’t target them, a study by Yahoo!, Mindshare and Added Value says.
We talked to three professionals who have worked in the Hispanic market to get their take on successfully deploying an outreach initiative and understanding the platforms and messages that resonate most with this demographic.
Greg Aguilar, director of intercultural student life at Augustana College, has worked in both the credit union industry and higher education with a focus on Hispanic outreach. He suggests three main steps to achieve success with a Hispanic audience: buy-in from the top, brand awareness and community outreach.
“Commit to capital, staff and support of reaching out to the market. If there is not buy-in, you could waste a lot of time and money on an effort that could be destroyed internally,” he said.
This week we had the pleasure of hearing from Jonathan Valdez, creator of the popular celebrity and fashion blog Orange Juice and Biscuits. He filled us in on his busy schedule as a full-time blogger and US Weekly contributor, and how his fashion-forward grandmother ignited his passion for all things style. Keep reading to learn more about his road from Texas radio host to New York fashion blogger, and his theory that the right fashion attracts the right people.
Q: Tell us a little bit about how you went from growing up in Texas to living in New York and contributing to US Weekly!
A: I love that I was born and raised in Texas, but I always knew that I was meant to live in the big city. I have always been obsessed with pop culture and fashion, although my pop culture obsession started first. I remember watching Entertainment Tonight when I was about eight years old and loving all of the Hollywood news, and in college I had an award-winning, nationally recognized morning radio talk show where I talked about entertainment news. This all fed my pop culture obsession and after college I knew I had to be in New York City. I moved to New York in January of 2010 and I made lots of amazing contacts via Twitter, which is how I landed my spot as a Top Cop for Us Weekly’s fashion police! Read it all..
If you’re anything like me—or half of all Americans—you consume your news digitally. You read stories online at your favorite media sites and use your Facebook and Twitter streams to discover new content. Maybe you have alerts or aggregators set up to save time. Maybe you skim headlines on a mobile device, and maybe—just maybe—you’ve come to expect that if a story is worthwhile, it will automatically get routed to you.
Herein lies the challenge that PR and marketing professionals face in the digital news space. You have great content, but traditional methods of distribution don’t get your content in front of an audience. That’s where amplification comes in.
Content amplification—or the idea that you can boost or increase the strength of your content and reach the audience you’re targeting—is one of the most effective ways to get your story seen. Amplification expounds on the convergence of paid, earned and owned media, through tactics such as native advertising and sponsored content, to deliver your content on news and social sites where your audience is already engaged.
So why is content amplification essential to your bottom line? Read it all..
Cross-channel integration is a task we hear about often but many still struggle to put into action. We found three brands who successfully delivered a campaign across several channels, and outline each one below:
Hershey’s: The chocolate manufacturer launched its Simple Pleasures line to provide a product without compromise: good taste and less fat. To share its newest creation with consumers, Hershey’s and Ketchum launched a campaign with traditional media outreach to bloggers, newspapers, wires and magazines; a custom Facebook tab where visitors could declare their Sweet Independence and receive a coupon; a road tour to 10 cities, where consumers could try the candy and declare ‘Sweet Independence’ through a custom iPad app; a 70-blog tour through The Motherhood with a Twitter party that resulted in #hsysimplepleasures becoming the No. 1 trending topic on Twitter; employee awareness by setting up stations for Hershey’s staff to stop by and play games, listen to music, and declare Sweet Independence and enjoy chocolates.
Result: The campaign had upwards of 217 media impressions, more than 25,000 likes on Facebook and distribution of 13, 500 samples, and sales exceeded forecasts.
Halloween has always been one of my favorite holidays. There’s something about this time of year–with the fall colors, cider mills, skeletons on porches and yes, everything pumpkin–that reminds me of being a kid. Today, while trick-or-treating doesn’t have the same appeal that it used to, I still love when a brand or product can get me back in the Halloween spirit with clever use of fear, food, or fun. Here I’ve compiled a few of my favorite examples of campaigns that are getting Halloween marketing right.
Every year since founding the Chipotle Cultivate Foundation in 2011, Chipotle Mexican Grill has hosted “Boorito” – Chipotle customers who come in wearing a costume on October 31 will receive select menu items for $3. All proceeds up to $1,000,000 go toward the foundation, which aims to create a more sustainable and healthy food supply. I really like how they combine a good cause with a fun call-to-action and a discount on food for customers – a win-win campaign. Read it all..
This post is by Brittney Lane, reporting specialist at Cision.
In September 2013, on-demand car request service Uber made a splash in Chicago by giving away free rides from their UberX service for an entire weekend. While this promotion was a great way to get new people to use their service (it’s hard to say no to free!), it wasn’t the most brilliant part of their marketing strategy.
In addition to free rides around Chicago, Uber partnered with more than 100 local businesses to provide incentives for riders who showed their receipt from their free ride. From free drinks at bars and discounts on dinner, to discounted comedy tickets and free fitness classes, there was a lot to be gained from taking a free ride with Uber.
With 119,000 likes on Facebook and nearly 12,000 followers on their Chicago-specific Twitter account, Uber already has a wide and captive audience. But this promotion wasn’t about the people who already know and love Uber. This was about convincing people who were hesitant to try the service or who had never heard of Uber to take them for a spin.
Sarah Conley was living in the college town of Fayetteville, Arkansas when she realized she was the go-to style resource for makeup and fashion for her friends. She has since transitioned that know-how into a career as a social media consultant to fashion and beauty brands, and launched her popular fashion and beauty blog, Style IT. Here she details her love of technology and social platforms, and her mission to make style all about feeling good.
Q: You began your blog, Style IT in October 2006. How has the fashion and beauty blogging world evolved since then?
A: Back then it was so much easier to find your own way and make mistakes. These days there’s so much pressure to be perfect, to put forth this glossy exterior. It’s hard to stay motivated and put in the work it takes to be a player in the space these days if you don’t truly have a passion for what you do.
Q:When did you realize you had a, well, passion for fashion [and beauty]?
A: When I was growing up in Arkansas, my grandmother taught me how to sew by hand and my mom has always been a beauty girl. By the time I got to college, I was the the one that my friends and classmates went to for style advice. It all evolved very naturally. Read it all..
This year saw many brands joining social platforms for the first time. Many of these brands and organizations are in fields that one would not immediately think of as having a need for a strong social presence, such as the U.S. Department of State, led by Secretary of State John Kerry.
The Department recently joined Instagram, and now they churn out videos of Obama’s official motorcade and cool behind-the-scenes photos of Secretary Kerry’s work with the United Nations and foreign diplomats. It would seem that if the U.S. government is getting social, everyone should be. However, for some brands, joining the mass media engine that is Twitter or being accessible on Facebook isn’t appealing. It may be even downright damaging to their brand.