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Magazine Ad

April 10, 2013

Enjoying this month’s edition of Seattle Met Magazine this morning and feel a little excitement every time we see one of our client’s ads! #SMCU #loveourjob

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Bus Ad

April 4, 2013

smcu bus ad

Pretty soon you’ll see our client’s ads on buses all over the city! Seattle Metropolitan Credit Union, love your new ads!

What is the difference between SEO and PPC?

February 25, 2013

We get this question all the time and when we ran across this pin on pinterest we had to share. Makes it easy to understand. Have more questions? Ask us! Email Robin@thriveadvertising.com

seo vs ppc

Why Creative Is Still King Of The Super Bowl

January 30, 2013

superbowlWe just read this Forbes article, thought you’d find it interesting given this weekend’s exciting event! Of course we watch the Super Bowl for the commercials, it’s our job!
This article is by Peter Daboll, CEO, Ace Metrix.

We have been evaluating the impact of ads for some time now–some 30,000 of them—and we’ve seen a variety of creative concepts come and go with each Super Bowl. Some brilliant, memorable and now part of pop culture. Some mediocre and forgettable. Some downright terrible. This year’s creative concept/theme is the growing application of social media in the development, support and scripting of ads.  It’s not entirely new–there have been “social hobbyists” for a few years now. But what is new is that most brands are now dabbling in this cross-media experimentation in some form or another.

While this trend is interesting, social media’s impact is still quite small compared to the nearly 100+ million people expected to tune in on Sunday. Feedback and engagement using social media is tied inextricably to the television commercials themselves, and no matter what approach an advertiser may use, creative matters. Great creative drives social interaction; social interaction does not create great ads. 

The cost is what drives many marketers to work to “extend” the effort both prior to the game with teasers, during the game with contests and integrated social elements, and after the game with long-tail efforts.

This year’s line up is employing a variety of approaches that impact their creative with social interaction:

  • Content Creation – Doritos invented the concept of crowdsourcing creative for the Super Bowl and has earned the top ad from the game for two years running. The approach works because Doritos is a well-known brand, and they generate millions of votes – ensuring they don’t have the “shrill voice” (loud but not necessarily right) problem that often plagues social-media metrics.
  • Audience Participation – This concept has grown considerably over the last year, and we will see several audience participation angles, from Coke’s and Audi’s “vote the ending” commercials­, to Pepsi’s halftime photo-sharing experiment­, to Pizza Hut’s “Hut Hut Hut” collaboration, to Lincoln’s script-writing exercise. These seek to drive more “investment” in the creative, building hype prior to the game.  It is worth noting, however, that brands have not given up any creative control, they have simply chosen to “curate” on a mass scale – the creative concept and execution remain firmly in their grasp. Insider’s tip: Coke will beat out Pepsi in both creative scores and social engagement. Letting consumers choose an ending is a great idea—particularly with every one of the endings already approved by the CMO.
  • Online Interaction – This ‘lowest risk’ approach simply uses a separate Twitter or Facebook campaign to engage fans. Last year’s contribution included Audi’s #solongvampires and Bud Light’s LMFAO halftime lead in. Of course, ALL Super Bowl ads are on YouTube, and can boast “earned media” views.

While approaches may differ, one thing remains constant: The Super Bowl is a harrowing experience for a CMO. At $3.8 million for a 30-second spot, it generates a spotlight on the marketing department’s performance that rivals the size of the Super Bowl audience. Anything that can extend those precious 30 seconds is a win. To that end, we have already seen a third of the advertisers leak their commercial or drop a teaser – some as early as the first week of January.

What matters most, however, is the creative. It always comes back to that. Great creative will drive YouTube views, Facebook likes and buzz metrics. If the creative doesn’t work or offends (and yes, we have all seen offensive Super Bowl ads), then social-media integration is like putting gas on a fire. But for the great creative Pro Bowlers, great creative drives social interaction – not the other way around. 

Twitter and Nielsen to Rate TV Shows by New Measure

December 17, 2012

I scour the advertising trade publications daily to see what is going on in the marketing media world and today I thought this article was worth sharing. To me it seems, “It’s about time!” I imagine my friend @JenniHogan would agree. But I know things take time… Glad to see that this is happening. It makes a lot of sense to me. What I’d really like to see though is an engagement monitoring of Facebook. I believe that there are more conversations happening via Facebook. Twitter is great. But I think people are less engaged on Twitter because it’s so loud. Too much noise deters people from having meaningful conversation. Facebook has much more intentional, consistent interaction. I can’t hardly check my feed on a night with a great TV show without reading many posts about the program. What do you think?
-Robin

Twitter said Monday that it has struck an agreement with Nielsen to create a “Nielsen Twitter TV Rating” that will measure the total audience for social TV activity on Twitter, including both people who comment and people who are exposed to their comments.

“As the experience of TV viewing continues to evolve, our TV partners have consistently asked for one common benchmark from which to measure the engagement of their programming,” said Chloe Sladden, VP-media at Twitter, in a post on Twitter’s blog. “This new metric is intended to answer that request, and to act as a complement and companion to the Nielsen TV rating.”

Networks and marketers have indeed been closely scrutinizing and encouraging social-media activity around TV shows. It has remained unclear in many instances how much benefit social chatter ultimately provides for ratings or advertisers, but something closer to an industry-standard gauge could be one step in better understanding that equation.

Twitter has been getting more serious about TV, signaled in part by the hiring of industry veteran Fred Graver this summer as head of TV. Mr. Graver discussed a potential Twitter rating for TV at the Ad Age Social Engagement/Social TV Conference in October (see that video here).

Read the rest of the article on Advertising Age’s website here.

 

 

Reputation Management: Making Lemonade Out of Lemons

December 10, 2012

Reputation Management: Making Lemonade Out of Lemons

My advertising agency works with a several clients in the hospitality industry and a few plastic surgeons. I can tell you that online review sites can be both awesome for business and terrible. Definitely a double edged sword, review sites like Yelp, CitySearch and Google Places can either build or destroy local businesses. I LOVE this photo of what a cafe did to attract business from a negative online review. Talk about a great way to handle bad reviews! Reputation management is so important in today’s market. If you have questions about how to better handle your business’ online reputation call me and I’d be happy to share with you how we help our clients with this necessary evil.

-Robin

6 Reasons Why You Should Hire an Athlete to Run Your Social Media

November 5, 2012

Image

I saw this article on PR Daily and the picture made me chuckle. I was a college athlete and happen to still run (almost) daily and have done a few marathons.

Below are PR Daily’s six reasons why you should hire an athlete, not that I’m calling myself one anymore since I’m far from it at this point in my life. However, I feel that the mentality still carries over in my everyday life.

1. Athletes are great at setting short- and long-term goals. From the time they start pre-season training, athletes are setting staged goals. Track athletes are accustomed to doing shorter intervals and aiming for a certain pace to achieve a long-term race goal at the end of the season. Multi-stage goals in social media are a perfect way to build expertise in each platform without being overwhelmed with all the tasks.

2. Athletes understand you need to show up daily and give it 100 percent for your efforts to pay off.
 They don’t skip batting practice or sessions in the weight room. And they won’t neglect the day to day listening and responding that is required to make your company’s social media profile effective.

3. Athletes know how to listen to feedback from coaches and their own bodies and to change course when needed. Your social media manager needs to know how to listen to customer complaints whether they are obvious or subtle, such as lack of engagement or mass unfollows.

4. Athletes are obsessed with measuring effort, results, and evaluating effectiveness.Sports are all about statistics and metrics. Athletes understand how this data can help them improve and succeed. They are perfectly positioned to apply this obsession to building your audience.

5. Athletes know some sacrifices now can lead to big payoffs later. Similarly, social media can require some big sacrifices in terms of time commitment and planning. But they will put in the work because they stay focused on the goal.

6. Athletes understand the value of working with and relying on teammates. Plus, many know how to step out of the spotlight. Some of the best social media content comes from the departments that don’t get a chance to blog, post, or tweet. Your athletic social media manager will recognize the value of working together to create and share content that will have customers chanting for more.

Have you hired a former athlete? Were they a great team player and hard worker?

If you need help with social media management we not only have a former athlete but we also have hard working, competitive and smart people to help you out email me at kiri@thriveadvertising.com for a customized package.

-Kiri

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