Life of An Ad Girl: On Deadline

Welcome to the second installation of Life of An Ad Girl. While reading, please keep in mind that my ad world is nothing like Peggy from Mad Men. Instead I always had perfectly coiffed hair, just the right amount of make up and a killer outfit from head to toe (and also from a sample sale since no one is making big bucks). Anywho on to the fun stuff..ENJOY!

I’m sure you’ve heard that fateful phrase “On Deadline” no matter what field you’re in…and I’m sure it also feels like nails on a chalkboard to you too, right?

Well in the ad world, you quickly realize that there are never enough people, time or services to meet your clients’ insane expectations. You get used to having a never ending to do list and just keeping your head above water. And people wonder why I’m constantly in a need-it-now (or yesterday) mode.

The best deadline is from clients’ who won’t speak to you unless they need an impossible task completed. I had one client who refused to address me (only my supervisor) even when I sent the email, did the task, gave the presentation, etc except for when something is 2 minutes late. And that something can range from an email to a presentation but if it’s late–the whole world is crumbling.

Another fun deadline—is the oh sh*t what are we gonna do? deadline. I worked for a company that constantly had recalls. And for some reason, I was designated the holder of Radian 6 (our tool to monitor social media activity). That meant when sh*t hit the fan, I was the only person out of 150 people in my group, who knew to use the tool and who was staying late (and late meant 10:30 not 7:30) Oh and did I mention I’d be ALONE?!?

The last deadline and perhaps my favorite is the Because You Can Manage deadline. Well aren’t you honored to be the only idiot who constantly sacrifices their time and happiness for the company. While everyone else is pretending they’re overwhelmed, you’re calm cool and collected and get MORE work!

The key take a way here is that the deadline is not an actual line between being dead or alive in an agency. Push back like a mother, don’t rush because you’ll make mistakes and don’t sacrifice your life for work. You’ll pick up valuable skills like negotiating deadlines, working efficiently and most importantly standing up for your self.

Media Strategy: Make a Splash with Influencers

Most folks have perused a blog or two (or 100+ in my case) and understand that blogger audience is growing like crazy! And most of us have seen the data that says consumers trust family and friends, then doctors/physicians/nutritionists followed by many other people and then the list finally rounds out with advertisements.

But what many marketers fail to understand is in this post-Facebook world, “friends” range from your actual bff to a friend from 5th grade to someone you just admire (yes! social media is wayyy creepy). That means to many consumers bloggers are trusted friends, who provide a daily update on their life and allow them to dialogue with them through commenting on their blogs, subscribing to their Facebook pages and following their Twitter profiles.

So how can marketers partner with bloggers to become a trusted friend’s trusted brand? Here’s my quick checklist:

Create a blogger team Unless you’re Burberry, Apple or Hefty it’s going to be tough to recruit high profile bloggers (more than 20K unique visitors per month).  But that doesn’t mean you can’t reach 20,000 different computer screens in a month. Create a blogger team to represent your brand by selecting a few folks from different tiers. Your premium tier should be 5-10 bloggers with 15K+ UVMs, secondary tier should be 10-15 bloggers with 5-15K UVMS, final tier should be bloggers with >5K UVMs. And remember a different tier does not mean less effort. The more coverage and examples you have, the more likely future bloggers will work with you and see you as a quality product. So court each blogger like they’re your only prince/princess.

Research Research! Bloggers know when you have invested time in getting to know them and their content. Don’t ask a fashion blogger to write about Hefty trash bags or a Mommy blogger to be interested in John Deer tractors. Also, include information about their blog your note to them. Don’t just say “Love your blog!”, try “Your post on pumpkin pie looks delicious. I can’t wait to try it out for my next family function”. Put as much time in your note as you expect them to put into your post (even if you’re paying them!).

Be personable Well the previous point speaks to this but the key takeaway is that bloggers have lots of attractive offers and you are not the first and you won’t be the last. Let them know why they should be willing to work with you and that enthusiasm should be portrayed in your note to them. As you might have noticed I don’t believe in pitches–this isn’t a baseball game we’re building relationships!

Provide the Content So you’ve received confirmation that a blogger is interested, now what? Send them a follow-up email with logos, key messaging, quotes from consumers and more. Make your new partner’s life easy and you’ll see more quality in the post. If you have samples, ship them overnight so they can blog when they have time and don’t feel rushed. Remember you’re not the only suitor trying to get their attention.

Continue the Relationship So many folks forget about this piece. It’s pretty obvious to send a thank you package or note once your post is live. And it makes even more sense to reach out to an interested blogger for another promotion. But to stay relevant and establish a relationship, send them another note about another post for no reason at all or cookies during the holidays. The 20 minutes of your time or $5 bucks will definitely pay off. Make sure you take out a few minutes a week to foster these relationships. You’ll be happy, clients will be happy and so will bloggers.

Enjoy!

Digi Fab Chats: Meet Liz!

Welcome to the first installation of Digi Fab Chats, featuring interviews of rockstars in the digital space delivered right to your computer screen!! From advertising execs to influential bloggers to software developers, you’ll be sure to find compelling content that offers a sneak peek into their world.

This week, I had the chance to interview one of DC’s most influential fashion and lifestyle bloggers, Liz Fassbender of So Much to Smile About.

She’s also the co-founder of Capital Area Fashion & Beauty Bloggers, a great resource for local marketers looking to tap into DC fashion and thought leaders. Now that you know a bit about Liz, check out our interview below:

When did you begin blogging? 

I started blogging in August of 2010. In DC, for me, work really slows down during the whole month of August while Congress in on recess. Some people go on vacation but I started a blog!

What 3 tips would you share with other fashion and lifestyle bloggers?

I think the most important thing to remember is to do it because you love it. If you love what you do and stay true to your voice you’ll be much more successful then if you are less authentic. Along the same lines, embrace what makes you a bit different. You want to have a point of view. Finally, if you create good content, the readers (and increased attention) will come. And as an extra tip, when you do get more attention and people asking things of you, remember it is ok to say no! It’s hard sometimes to turn things down, especially at first, but it gets too overwhelming otherwise!

What is your favorite “nerd love” or tech gadget? Here’s mine by the way, on Shopbop of course!

Love that DVF laptop case! She actually just released a new bag called the Harper Connect  that has a compartment for your iPad where you can use it without taking it out of the bag! I’m dying over how convenient and stylish it is – but I need to get an iPad first!

What designers are doing the coolest things in the digital space? 

I really love the brands, stores and designers that are active on social media, like Bergdorf [Goodman] and DKNY on twitter and their blogs. They’ve really figured out how to use social media to reach out to a large audience and engage them. They are so personable and really bring everyone into the brand’s online community – I think it does amazing things for their businesses!

Have you ever been approached by a brand to feature content on your blog?

Yes, I’ve worked with Banana Republic and JewelMint to name a couple.

What is the best way for marketers to pitch or influence you to post about their product, brand or service?

I appreciate it when marketers are really personable. I very rarely return emails that are addressed “Dear Blogger,” but if someone sends me an email saying something like, “Hey Liz, I just wanted to tell you I’m such a fan of So Much to Smile About and think you would really love our product…” I always get back to them. They have to understand that I won’t always post about their product, but if they are personable and have done their research, I’m SO much more likely to!

It’s 3p on Wednesday, what social media platforms and tech devices have you already used today?

Almost all of them! I check email and Twitter on my iPhone while still in bed in the morning, then Facebook once I’ve gotten to work, and it’s entirely possibly I’ve checked in on Foursquare over lunch. Twitter is my favorite – I keep my TweetDeck up on my monitor all day long!

Duh! I’m already following Liz on Twitter…one of the best ways to keep up with DC’s insane social life!

Thanks again to Liz for taking out time from her busy (she’s always up to something!) schedule to chat. Don’t forget to check out So Much to Smile About today for DC street style, happenings, fashion and more!

Media Strategy: A New Day, A New Facebook – Updates

To learn more about the most recent Timeline Changes  for brands (as of 2/29/12) check out my post updated post here

So today was HUGE for marketers, business owners, consumers and just folks in general. The platform, Facebook, which reaches over 800 million consumers announced its getting a makeover. In the digital world, the site has been around for a while in a pretty standard format. I still can’t believe it’s been almost 7 years since I made my profile in May of 2005!

Since our lives are fully documented on this platform, I guess that means we’re getting a makeover too?? Well I don’t mind, especially since it’s going to make being a social media marketer alot more fun…but even more challenging! Check out my recap of the changes and how marketers can take advantage of them.

1. Taking it back to 03 and beyond…  The new timeline feature on FB is going to be great for the NEXT phase of many of our lives and for recounting pics and statuses from college (which may be less than ideal) but I wouldn’t say this is the hottest feature for us as marketers. What is HOT! is the premium ad space on your profile which you can swap out for an image or a banner (see example personal and business examples below). Yes! That’s DC’s very own DCEventJunkie in the second example! I’m still working on the exact dimensions for the space, but will update as soon as I figure them out.

2. New ways to show love… Developers will now have the option to create their own buttons outside of just the like button. This can include but is not limited to want buttons, buy buttons, watch buttons, listen buttons and more! Hopefully, you’ll be able to develop lists…that’s all I am waiting for. Envision this Burberry page transformed with buttons so you can see what your friends want, watched, listened and bought.

Open graph allow developers to create even more apps. A great example from the presentation (that’s very far away from my mindset) is a recipe box app/game. Users can create, plan, share, upload pics for recipes in a tiny app that lives on their walls.  All of these new features mean there is even more data available thus allowing advertisers to target in new ways—based on actual behaviors (photo below). Cool stuff I must say!

 

3. Newsfeed Changes (Ticker v. Main Feed) Since your news feed will gradually shift to more important updates (think engagements, graduations, promotions, etc) it will not be as easy for brands to tap into its fans’ social circles through this tool. In the past, if Suzy liked a comment on Coca-Cola’s wall, Suzy’s friend Laurie might see it in her newsfeed. Now that minor content will be housed in a ticker (which you’ve probably already seen) in the top right hand corner of your profile, brands will likely not be present in the main feed. This means brands will need to brainstorm more effective strategies to get people talking and remain top-of-mind among all of the new Facebook action we get to in the update below.

 

4. Socializing your media… 

Media in the form of news, music, videos, movies can now be consumed on and off the Facebook platform! Brands have more avenues to leverage the power of influencers. Remember people rely more on their friends and family members than anyone else when making a decision—even if it’s a minor as what song to listen to. These social connections will live on and off FB via a recommendation bar so you know what content friends are liking, watching, reading and more! I just added the Washington Post app within FB. Take a look here.

I’m sure FB’s new business partners like Netflix, Hulu, Yahoo, Washington Post, have already started devising new media placements and offerings that tie into the new platform. I’ll be interested to see how these develop over the next couple of months. I am trained in all online media however am now focusing more on social media in my current role. Does this mean I get to go back to buying companion banners and pre-roll on Hulu??

Tweet me, email me, or leave a comment!

Connecting with your Audience on FB

I feel very strongly about how businesses use Facebook to interact with their fans. I think every business should have a social media strategy, but I don’t think it should be limited to just Facebook as many brands believe. YouTube and LinkedIn might be better for some audiences while Facebook and blogs are relevant to another.

Remember, your platform should be a benefit to your audience. It should not just be a platform to sell. Donovan House, a Thompson Hotel in DC, does a great job providing it’s clientele with content outside of hotel specials by updating followers on local restaurants, events and things to do. That way people are always connected with what’s happening in DC whether they’re in LA, Denver or Paris.

If you’ve pinpointed Facebook as one (or the only) platform in your strategy here are some useful tips I picked up from a recent Buddy Media study coupled with my realtime experience.

1. Keep posts short! Posts >80 characters had a 27% higher engagement rate than posts with more than 80 characters, yet accounted for only 19% of all posts. Consumers are looking for a snippet of information to share among their friends while at work, not a lengthy essay you have to read on a Sunday morning.
2. You should post…try not to tap into 3^rd party services like HootSuite or Co-Tweet as their mandatory branding turns consumers off. Instead higher a professional to do tweeting/posting from a business account. It will be worth the time and money.
3. URL shortners are dangerous! Fans and followers are not sure what they’re getting when you insert a shortened URL (tinyurl, bity) and are less likely to click. Engagement rates are three times higher for posts that used a full-length URL, rather than a URL shortener.
4. Timing is key Most users are engaging with social networking sites outside of normal business hours (9a-5p) and that is when you should be posting. Again, if you don’t have the time after running your business for a whole day, hire someone who can.
5. Know what days your brand will connect Thursday and Fridays are the highest engagement rates across Facebook in general but some of the highest engagement rates are days marketers would typically think have low engagement.

• Entertainment: Friday-Sunday
• Media: Weekends (avoid Mondays at all costs)
• Retail: Sunday-Wednesday (not Thursday, Friday and Saturday)
• Automotive: Hugh interaction rate on Sunday
• Business & Finance: Wednesday and Thursday
• Fashion: Thursday
• Food & Beverage: Huge on Tuesdays and Wednesdays (Saturdays are also significant)
• Heathcare and Beauty: Thursday
• Sports: Sunday
• Travel & Hospitality: Thursday and Friday

Media Strategy: Facebook Advertising

I saw this post on Mashable listing 5 ways to create a successful Facebook ad campaign. I think there are only four steps which make more sense at the end so check em out wayyy below. Here’s my review on Mashable’s info:

1. Set your Goals and Plan Your Approach Accordingly

Its great that they begin touching upon setting goals but that should also influence your targeting and creative strategy. Which we’ll delve into further.

1) If you want to create awareness (and you have a big budget) go for the big bang! premium ads on the home page, sponsored polls, video and more. The key is to blast the brand name and messaging to as many eyeballs as possible.

If you don’t have the huge budget, target broadly. Drive all traffic to your website if you want to create awareness. Facebook pages are for engagement our next point…

2) To drive engagement, you have to really really know your audience. This will influence who you target, the messaging, the call-to-action and the creative. You want to hook them in so they are interested in interacting with your brand. Remember: when you bring em to your fanpage or website there needs to be content that is relevant to them.

3) Of course the Golden Ticket is a combo of both awareness and engagement. This is the most fun as you can play around with targeting, messaging and landing pages.

2. Get Creative with Targeting

I love the fact that they begin discussing targeting but I would encourage a more robust conversation around it.  Here are a few hints:

1) If you’re just starting out, target broadly and let the ads tell you who your target is. Use tools like the demographic response analysis and the standard Facebook engagement and creative reporting.

2) If you’re midway and know your target range, segment into smaller groups. For instance, if you are targeting women 45+ segment three ads into separate demographics 45-54,  55-64, and 65+. This way you can further understand your target.

3) If you’re a campaign pro and already have done segmenting, layer on interests, friend of friend targeting, and geographic targeting to further refine your target. Just remember, the more narrow you get the higher price tag.

3. Chose Text and Images that Pop

The only two words you need to think about here are simplicity and professionalism. Keep your images, messages and calls to action clear. Google actually did a test on different CTAs that lived inside a rich media ad a few month ago. It was super compelling as phrases like “Learn More Now”, “Check it out” and “Explore Today” encouraged more engagement (or clicks) versus “Click Here”, “Find out more” or “Visit today”.

Ensure your copy and imagery look professional. Because you can buy ads at such a low price point, many unprofessional ads by DIY small businesses tend to appear in the marketplace arena. Be sure you stand out from the clutter with high resolution images, thoughtful messaging and motivating calls to action.

4. Create and Test Multple Ads

Nuff said…analyze and optimize on a weekly basis. Excel is your boyfriend (or girlfriend). Pivot tables are your best friends. Get to know them both really well.

5. Be ready to capitalize on the Traffic

So users and fans are on your page…now what? You must reward them for joining. This doesn’t necessarily mean giving discounts or coupons but providing value through tips, lists, video, samples and all that jazz. If  you don’t provide fans with content they want when they want it….they will leave. Be sure to manage your likes and unlikes in reporting as well.

All in all I suggest these 4 easy ways to achieve a successful campaign

1) Set Benchmarks–Know what you want to achieve and map out your path strategically

2) Get to Know Your Target–Your consumers are more than just a race, age and geo-location. Learn their interests, what they like to do online, the content they’re looking for to create eye-catching ads.

3) Analyze and Optimize–Facebook has 100s of reports you can leverage to evaluate your performance and react quickly. So please use em.

4) Reward Fans!! It’s not just about getting them there. It’s what they do once they arrive. Are they engaged? Are they commenting? Are the liking your content? If not–check yaself.

This was crazy fun…kind of feel like I’m talking to clients. But I’m into it. The workday’s never over for the media obsessed.