Tagged 'creative'

7 Steps for Better Branded Journalism

Posted by Tony Quin on May 9th, 2013 at 7:45 am

I don’t pretend to be a savvy shopper, but when I dive wallet-first into the clearance section at The Gap, I tend to stock up on accessories in my favorite color — black. Why? It’s a universal truth that black goes with everything.
So does branded journalism. In the words of veteran digital content guru Ann Handley, “Content is the new black.”
Handley is right, branded journalism (also known as brand journalism or branded content) has caught on like a wildfire this year. From Tory Burch’s fantastic branded blog to Mint.com’s MintLife section, brands realize the value of consumer-facing content like articles, photos or videos, and are rushing to create some with the company name on it.
Why? For a lot of the reasons we discussed in the first post in this series and mainly because consumers are demanding it. As brands become more accessible to fans through social media, people want more from brands than their products and services. So much so, even Twitter is looking to hire a Head of News. That leads us to branded journalism.
But branded journalism breaks the natural order of business that advertisers, journalists and businesses have subscribed to for decades. This makes some people nervous, traditionalists... Read more

You've Got A Video Problem

Posted by Tony Quin on May 1st, 2013 at 11:21 am

In the pre-digital days there really wasn’t a need for brands to produce more than the ads that went on traditional media. Now they need to produce an almost constant stream of fresh content to keep up with digital channels and social media.

The Rise and Ruckus of Branded Journalism

Posted by Tony Quin on April 3rd, 2013 at 8:03 am

For brands, the need for journalistic content stems from growing branded communities in social spaces. As brands and consumers engage in more personal conversations via social, consumers simply demand more from them.

TopTen: Want an engaging Facebook post? Just turn 92.

Posted by Doug Schumacher on March 20th, 2013 at 1:35 pm

Anything over 90 years old is something of a landmark. Just ask Chick-fil-A fans. Something else interesting to note is how many of these top ten posts reference Instagram.

TopTen is the ten most engaging posts last week from the largest 100 consumer brand pages on Facebook.
All data is gathered with social media content strategy tool Zuum.

#1 Chick-fil-A - photo2013-03-14 19:01
Happy 92nd birthday to Chick-fil-A Founder, Truett Cathy! Click "Like" to share your birthday wishes.

4.09% enagement rate 257,119 likes 8,582 comments 6,684 shares 2% shares

#2 BMW - photo2013-03-14 18:01

BMW Instagram
Thank you all for liking, sharing and commenting on the photos we post here on Facebook. If you want to see more of them, follow @BMW on Instagram: http://instagram.com/bmw

3.136% enagement rate 345,230 likes 5,258 comments 54,857 shares 14% shares

#3 CHANEL - video2013-03-13 17:10
The fashion essential that never goes out of style… a new film revealing the story behind the iconic CHANEL jacket. http://inside-chanel.com

The jacket - Inside CHANEL
www.youtube.com

3.027% enagement rate 248,268 likes 3,603 comments 12,628 shares 5% shares

#4 Macy's - photo2013-03-14 21:03
What’s topping VIP shopping lists everywhere? Designer shoes in every heel, size & color! http://bit.ly/WaVUFu

1.178% enagement rate 119,894 likes 1,529 comments 4,940 shares 4% shares

#5 Nokia - photo2013-03-11 17:10
Want Instagram for Nokia... Read more

Less Thinking, More Doing.

Posted by Shawn Fenton on March 13th, 2013 at 11:24 am

A couple of years ago, Tom Wujec gave a TED talk about “The Marshmallow Challenge”. Teams are given 20 minutes to build the tallest structure possible that can support a marshmallow using only uncooked spaghetti, tape and string. Surprisingly, kindergartners consistently outperform MBA graduates in this challenge.
The kindergartners began building immediately. They adjusted what failed and capitalized on what worked. Working iteratively, their innovative results were a success because they spent less time thinking and more time doing. The MBA grads spent too much time planning. By the time they began construction they had no practical experience and their structures suffered.
Similarly, when tasking agencies to develop concepts, the client’s approach is to identify the single best solution before pulling the trigger on a given project. And in this business, it is only natural for clients to want more ideas, faster and for less money. More often, the turnaround for concepts is now days, not weeks. This leaves agencies little time to think. There is no time for strategy development, thorough research or well-planned mock-ups. This, coupled with the client’s urgency to get to the big idea, generates conflict.
How can we present the very best concept to our clients without time... Read more