'Opinions' Category

How To Find Out if You’re Walking Into A Shit Show With This New Job

Posted by Jane Turkewitz on August 10th, 2015 at 8:08 am

This morning, I penned an email to a friend who works for a mobile tech firm to see if I could help him out on any roles. Just before I hit the “send” button, I decided to visit his LinkedIn page, to make sure he was still employed with that company. And, it’s a good thing I checked, because, sure enough, he was not. He lasted 6 months.
Can’t say I was too surprised. Job-hopping in digital media, mobile and ad tech has gotten so bad that I now think staying with a company for 1 year is a good thing.
The market is too volatile.  False promises are made. Revenue goals aren’t met. Management keeps changing. Business directives keep pivoting. And, so on.
Some of this stuff just happens in the land of start-ups. It’s called “growing pains.” But, some of it happens because of a disease that has infected the culture, starting from the upper echelons and spreading down. A company-wide Ebola that doesn’t make people bleed out, but burn out. Fast. As executive teams scramble to make their Boards happy, they panic and start making impetuous decisions that affect their entire workforce. It's this “fly by the seat of your... Read more

The Secret to Making Live Events Worth Every Penny

Posted by David Saef on August 7th, 2015 at 1:15 pm

Have you all but given up on attending live events?
If you have, you’re certainly not alone. Many companies see live events as budget sinkholes that don’t provide any viable ROI. But these companies are actually missing out on a wonderful opportunity that industry leaders like Red Bull and Delta Air Lines are currently cashing in on.
Where have the live event naysayers gone astray? It’s their cost-focused mentality.
There’s no denying that live events can cost lots of money. After all, you’re paying for day-of costs like conference fees and booth space as well as the ongoing costs of shipping, travel, designing and setting up your exhibit, and developing a marketing campaign. And because event-related proceeds are difficult to calculate, many companies automatically assume that events are far less effective moneymakers than other investments. It’s much easier to measure the benefits of purchasing new machinery or upgraded software.
It’s time for business leaders to stop scoffing at the upfront costs of live events and start realizing the true benefits and opportunities they provide when properly planned and implemented.
The Benefits of Live Events Done Right
A strategically implemented live event is so much more than the sum of its upfront costs.
Take Delta’s TED sponsorship, for... Read more

Learn to Surf. Climb a Mountain. Have Some Tequila. It’s Your Vacation —Leave the Phone Alone. Here’s How…

Posted by Jane Turkewitz on August 5th, 2015 at 11:21 am

Are smart phones awesome or do they suck? I don’t think I’ve ever had a love-hate relationship with anything more than my iPhone. On the one hand, I use it to track exercise mileage, check the weekend weather at the Jersey shore, watch a movie, listen to music, read email, and so on.  On the other hand, this damn, wondrous piece of technology has made it virtually impossible for me to leave my office. Ever.
Before the advent of the smart phone, we used to be able to take a vacation. I mean, really take a vacation.  No emails, no texts, no phone calls from your office mates.  I submit that you can still do this IF YOU WANT TO. And, frankly all bosses out there should INSIST that their employees unplug. If employers let their staff truly decompress and leave the office behind for a week or, GASP, perhaps two, employees would come back rejuvenated, re-energized, and ready to contribute, vs. “getting back to the grind.”
But, in order to actually unplug, people need to take a series of necessary steps to make sure they are covered in the office.
What’s the best way to do this?  Write a thorough status report... Read more

Most Shared Facebook Post Topics for the CPG Dental Product Category

Posted by Doug Schumacher on July 30th, 2015 at 9:01 am

Choosing a dental product for a gift may not be the most obvious idea, but as we’ll see, some products just need the right positioning.
In the Subject Explorer chart below, you can see the most shared posting themes from 5 top dental care companies over the past 3 months. Interestingly, you can see ‘gift’ is the most highly shared topic with at least 4 total posts during the time period.

You can also see a number of campaign themes, often identifiable by their hashtags, that would be interesting to explore. However, I’m interested in seeing how one sells a dental care product as a gift. The Subject Analyzer report below is the breakout of how that term was used by Oral-B.

As we mentioned, it’s often a matter of having the right positioning for your audience. Start with a practical dad, throw in father’s day even, and suddenly a dental product can make a pretty appealing gift. And for those of you familiar with typical Engagement-to-Fan ratios, you can see the performance for these posts was strong.

An Instagram Leaderboard for Top Fashion Apparel Brands

Posted by Doug Schumacher on July 27th, 2015 at 10:35 am

Instagram and it’s stylized photos is obviously a natural fit for Instagram. So let’s take a look at a leaderboard of top Instagram KPIs for some of the leading apparel brands in the US market. The leaderboard chart below is for the month of June.
Immediately noticeable is that these brands have really been beefing up their Instagram follower counts. H&Ms 8 million plus followers looks more like a major brand’s Facebook fan count.
These brands are still aggressively growing their follower counts, as well, as identified in the “% Change Followers” column. Those are single month increases!

Another KPI worth noting is the average posting volume of 60 times per month. Those are Twitter-like figures. Sure, Abercrombie & Fitch and American Eagle are jacking that up quite a bit, but across the board most brands are posting at a strong rate.
Below is an overview of the topics and themes posted in June. I’ve adjusted the sliders to only show terms posted by 2 or more brands, to capture the more universal themes, instead of high-volume brand campaigns. You can see that these brands are in full summer content mode based on the largest (most frequently posted on) terms below.