'Word of Mouth' Category

Farewell Q&A with NY Times Ad Columnist Stuart Elliott (Concl): Uncertainty Certain

Posted by Rick Mathieson on April 4th, 2015 at 1:11 pm

Can someone who has spent little to no time working in advertising really cover it?
Or is it even better that way?
In the conclusion of my recent "exit interview" with legendary New York Times ad industry columnist Stuart Elliott, we discuss what it was like to cover such a idiosyncratic industry without much first-hand experience in the business.
How did being one step removed hinder - or help?
As Elliott says goodbye to the Times, we'll get his views on that topic.
And we'll try one last time to get his predictions for what's next in the world of advertising. His response is worth noting even for those of us who do work in this crazy, wonderful industry.
CLICK HERE TO LISTEN TO: FAREWELL Q&A WITH STUART ELLIOTT: WHAT I SAW AT THE REVOLUTION (CONCLUSION): UNCERTAINTY CERTAIN
(Approx: 3:29)
Listen to Part One here: What I Saw at the Revolution
Listen to Part Two here: The Rise & Risks of Content Marketing
Listen to Part Three here: Change is (On) the Air

Social Media Case Study :: Higher Education

Posted by Doug Schumacher on April 1st, 2015 at 2:23 pm

Graduation is an event particularly well-suited for social media. It brings together three distinct target audiences — students, parents and faculty — in an emotional culmination of not only an entire school year, but years of dedication and financial investment.
In the case study, we explore how USC maximized the impact of this event through a combination of savvy moves including campaign scheduling, social platform selection, and impactful, engaging content.
Highlights of the case study

Highest engagement rate of all graduation campaigns: 58% above competitive average
Single highest engagement rate of any social media account: Instagram
Early content scheduling ramp-up: 12% increase in engagement

Report: What CPG Energy Drinks Are Doing In Social Media

Posted by Doug Schumacher on March 31st, 2015 at 9:50 pm

Energy drinks have long been innovators in the content marketing space. So it’s enlightening to check out the posting habits, engagement levels, and themes of the top campaigns in this industry. In this report, we’ll analyze 5 category leaders. Red Bull, Monster Energy, Burn Energy, Rockstar Energy and 5-hour Energy.
Report Highlights

Exceptionally high volume of posting on YouTube, led by Red Bull’s 98 videos posted in the month of February.
While Facebook has more than 75% of the total fan count, fan growth rate on Facebook is significantly lower than every other network.
Despite having about 7% of the fans that Facebook does, Instagram averaged more than 5x the engagements generated by content than Facebook.

FAREWELL Q&A WITH NY TIMES AD COLUMNIST STUART ELLIOTT (PT 3): CHANGE IS (ON) THE AIR

Posted by Rick Mathieson on March 4th, 2015 at 6:47 pm

In part three of an expansive "exit interview" I conducted with Elliott just weeks after he announced his retirement in December - he points to how ad agencies used to pretend they were bigger, until that became a liability, and why brands had better keep up with demographic trends, or risk being risk being left behind.
CLICK HERE TO LISTEN TO: FAREWELL Q&A WITH STUART ELLIOT: WHAT I SAW THE REVOLUTION (PART 3) - CHANGE IS (ON) THE AIR
(Approx: 3:53)
Listen to Part One here: What I Saw at the Revolution
Listen to Part Two here: The Rise & Risks of Content Marketing

Women in Tech Industry Still Facing Career Challenges

Posted by Neal Leavitt on February 25th, 2015 at 7:39 pm

A few months ago a long-standing colleague of mine decided to leave her tech company after 14 years. The pay was good, benefits great, but she came to the realization that she couldn’t breach that proverbial ‘glass ceiling.’ Despite her stellar qualifications, she resigned.
She’s now getting her teaching credential and wants to teach computer programming to high school students. Any high school that hires her will immediately be that much better.
But her story isn’t an isolated one. Tracey Lien recently wrote in the Los Angeles Times that women are leaving the tech industry in droves. It’s becoming a significant issue for the tech economy.
“According to the industry group Code.org, computing jobs will more than double by 2020, to 1.4 million,” said Lien. “If women continue to leave the field, an already dire shortage of qualified tech workers will grow worse. Last summer, Google, Facebook, Apple and other big tech companies released figures showing that men outnumbered women 4 to 1 or more in their technical sectors.”
Vivek Wadhwa, a tech entrepreneur and fellow with Stanford University’s Rock Center for Corporate Governance, said that when women go to venture capitalists seeking financing for their new startups, they are sometimes treated differently... Read more