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Category: Social Media

AdWeek Events Social Media Speaker Speaker Series

ADWEEK 2020 RECAP: NIKKI SUNSTRUM, SPOTLIGHT SPEAKER

Ad Club Of Buffalo

The prominence of social media has not only altered the way in which we communicate personally, it has reshaped the information we consume, distorted emotional responses, and manipulated the visual identities of its users. In an ever-connected world, everyone struggles to balance competing priorities, remain engaged, and retain authenticity.

For this year’s AdWeek 2020 Spotlight Speaker, we invited Nikki Sunstrum, University of Michigan Director of Social Media and Public Engagement, to discuss methods for addressing the ever-increasing demands of pandemic communications, and how to deal with online negativity, competing interests, and mental fatigue. Although virtual, we were all able to carve out an evening and hear from Nikki on what this past year has taught her.

*insert “This is Fine” meme*

Throughout her hour-long talk, Nikki covered a range of topics, but first, she addressed the giant non-elephant in the room: the pandemic. While it’s no secret that the pandemic quickly impacted the way we live, learn, work, and interact with each other, Nikki focused her presentation on the impact the pandemic has had on marketers and communicators. Namely, how we speak to our audiences and communities. The way we approach our content was starkly changed, instead of encouraging users to participate with brands, and engage with us, strategies quickly became more about advocating for them to stay away, and thus stay safe. The emotions and reactions we were trying to evoke from our communities were now incredibly different than what we had been planning for, and we were left with no instructions on how to forge ahead.

Reality Check

Nikki described the pandemic as a reality check for us all, it was important to address the reality of the situation and address these alterations both internally and externally. She reminded us that social media is likely the first-place people connect, the first people complain, and the first-place people celebrate. Nikki suggested that as professional communicators we stop treating social as a solution, but rather a tool to navigate the uncertain days ahead. It was important to ask ourselves “what are we trying to accomplish by communicating outside of our organization?”. The answer? To strengthen our communities.

Another few key takeaways she shared were:

• Social media requires wit, wisdom, and wherewithal
• Social media demands proactive, preventative, and passionate messaging
• Social media necessities continuous connectivity, customer service and societal awareness
• Social media is strategic communication, and not a last resort

Although we couldn’t host her in our city and show her that city of good neighbors’ spirit, we’d like to send a big thank you to Nikki for taking the time to chat with us virtually. And thank you for everyone who attended or participated in any of this year’s AdWeek events! For more info on all of our programming for the club year, check out AAFBuffalo.com/events.

Advice Blog Board Social Media Stuff

Board Member Spotlight: Dan Nesselbush

Erin Collins

From crafting all those tongue-in-cheek emails and social media posts to shooting video and photos at our events, AAF Buffalo’s secretary is a true jack of all trades. Read on to learn about the man, the myth, the guy who bedazzled his own shirt for this year’s American Advertising Awards: Dan Nesselbush.

 

Let’s hear about your day job.

Where do you work, and what does your role entail?

I work in downtown Buffalo for CBRE|Buffalo, an affiliate of a global commercial real estate firm as the marketing manager. I support an office of a dozen brokers by executing all of their marketing needs – press releases, website management, writing copy, photographing properties, deploying email and direct mail campaigns, and more – it’s truly an all-encompassing position when you work in a small office.

What advice do you have to give to emerging talent in your field?

Take initiative and never stop learning. A lot of the day-to-day tasks I work on are things I never learned in college. Actively reading and trying new things is not only necessary to keep a fresh perspective but it’s also sometimes the only way to keep up. Upper management won’t always spoon-feed professional development opportunities to you.

Tell us about organizations/charities that you’re passionate about.

AAF Buffalo has occupied a lot of my time the past few years as a member of the executive board so that’s obviously something I’m passionate about. Having a long history with the area, I’ve put most of my effort into seeing that AAF Buffalo continues to strengthen its stance as a place where anyone interested in a career in marketing communications can go to further their career. I’m a firm believer that people with the tools and support that an organization like this can provide is the ultimate way to contribute to a growing economy that provides our neighbors with the best opportunity to realize success.

What was your first job?

My first job out of college was as sports producer at WKBW-TV. I had the pleasure of getting a paycheck covering some of my favorite teams while getting to work alongside some of the best in the broadcast business under the tutelage of John Murphy and Jeff Russo. My true first job was in high school, slinging popcorn behind the concession stand at a movie theater. A winning combination of minimum wage, free movie tickets, and a sweet maroon vest.

When you’re not working, how do you spend your time (hobbies, side projects, etc.)?

In my free time I’ve taken on photography as a hobby/side project. Combining my love for visual communication and my journalism experience I started freelancing as a photojournalist for some local publications the last few years, including regular assignments for the Bee Group Newspapers. Some of my work can be seen at my site www.theworkingdan.com

What’s the last thing you read?

“Yes, And.” It’s a book about managing business and creative teams using improv techniques from the guys who run The Second City, the world-famous comedy group out of Chicago.

What’s your favorite restaurant?

It’s unfair to pick one restaurant when there are so many great options in Buffalo. I’m going to take the easy way out and just give my “best wings in Buffalo” candidate of Mammoser’s Tavern in Hamburg.

What’s your favorite hidden gem in WNY?

I’m not divulging my hidden gem for fear that it will become trendy and ruined by everyone else.

Now, let’s talk a little about AAF Buffalo.

Why did you join AAF Buffalo?

It’s as simple as wanting more for my career. I was subject to layoff twice in my early career, working for companies that have gone through bankruptcy and acquisition. I also worked directly with a lot of people who didn’t always understand or value the role of marketing in the business model. I joined AAF Buffalo because it provided professional development and the opportunity to speak with peers passionate about the type of work we do that I just wasn’t able to get where I was working.

What has been your proudest moment in your role on the AAF board?

I’d have to say the AAF Club Achievement Awards we received this past spring are the proudest. We worked hard the last few years to evolve our programming and communications efforts and to have the folks at the national level determine that we were worthy of first place was a great validation for the effort put in by everyone.

How has AAF Buffalo impacted you professionally?

AAF Buffalo has given me the opportunity to take on a leadership role and work with creative people who have become friends over the years. These are people I probably would have never been able to meet if I never showed up to an event or run for the board. Meeting and speaking with our out-of-town guests who bring great insight from beyond our area has also made a huge impact – sometimes it’s the simple validation you are on the same page as someone from a larger or different market is all it takes to make a positive mark on your career.

What differentiates AAF Buffalo from other groups?

I think it’s how active the organization is. The mix of out-of-town voices, a juried competition with the ADDYs, a handful of student opportunities, and a fun mix of social events really makes it an easy group to become a part of.

Why would you encourage others to join AAF Buffalo?

It’s a great mix of industry professionals who perform a variety of tasks in their day to day. There is something about being around creative people who work on some amazing things and share the common struggles many of us face in our careers. AAF Buffalo can be whatever you want it to be. A place to build a network of friends. A place to be inspired. A place to collaborate. A place to complain about your current workplace. A place to find your next employee. A place to sneak around the HR person to meet the person at the agency you want to work for. A place to give back to the community. A place to just grab a beer and do some bowling (shameless plug – I love our holiday bowling tournament). The opportunities are endless.

Keep up with Dan on Twitter at @dnesselbush, or Instagram at theworkingdan.

 

AdLab Events Social Media Stuff

The power of your people.

Marcia Rich

At our most recent Ad Lab, we were honored to have Anthony Shop (@afshop) present at The 9th Ward. Anthony cofounded the digital innovation agency Social Driver. It has since been named the seventh fastest growing agency in the U.S. by The Agency 100. As chief strategy officer, Anthony has sparked innovative campaigns for a portfolio of industry-leading clients.

0421161818All that is great, but you know what is even greater? The iconic movie The Goonies from 1985, which is exactly what Anthony used to start off his talk. Hundreds of people each year travel to visit the house featured in the film. No one told them to do this (in fact the home owner did not want visitors), it just happened organically. The point is, you can’t force people to love something. Instead of trying to create a cult following or a viral moment – as so many brands are wishing for daily – tap into existing energy and use that to your advantage. Ask yourself: What do people already care about? Where is the energy already and how can you tap into it?

Very few brands have been able to successfully do this. Anthony gave two great examples in his talk. First was the Ellen DeGeneres selfie of the 2014 Oscars, which was taken on a Samsung phone. Samsung didn’t place its logo on the photo or do anything other than provide the phone, but that selfie ended up being the most retweeted post ever and even broke Twitter for a short period of time. Samsung was able to tap into the existing energy of the Oscars and place its product in an influential place at the right time.

IMG_20160421_182622The second example was “The Dress”: Did you see it as white and gold or black and blue? This argument caused everyone to freak out in 2015, and many brands tried to jump on this bandwagon. Anthony pointed out one company that was able to successfully use The Dress to their advantage in a campaign – Salvation Army. Check out the link to see the campaign designed to raise awareness of domestic abuse, which utilized the preexisting hashtag #StopAbuseAgainstWomen. Which brings us to Anthony’s next point: Don’t try to create your own hashtag and expect it to go viral. Use one that already exists and has some momentum. Embrace the opportunity to give up control and be authentic. Salvation Army was able to successfully innovate instead of imitate, like so many other brands did with The Dress.

Learning the importance of personalization and the benefits of using social media stars to advertise a brand were two other takeaways from Anthony’s talk. The third huge takeaway was how to have a streamline process for social media management. When a hot moment on social media is happening, brands need to be able to jump on it quickly or they miss out. This can seem impossible when you have four levels of approval to get through and it’s a Friday night after office hours, so he suggests a traffic light system: Topics, people, or keywords that are always okay to repost or retweet are green. Some that may still need a level of approval are yellow. And ones that are definitely a no-no are red. Have this system in place before a big event so your social media team can be ready to act at the drop of a hat. And speaking of hats, Anthony gave the example of Pharrell Williams’s hat worn to the 2014 Grammy Awards that coincidentally looked like the Arby’s logo. Arby’s quickly tweeted about it and social media history was made. Talk about flat, fast, and fun – one of Anthony’s mottos.

Read what Ad Lab attendees had to say about Anthony Shop below.

Advice Social Media

Insta-yes or Insta-no?

Ad Club Of Buffalo

Instagram, one of the fastest growing social networks, is used by brands for sharing images and short videos of people, events, places, etc.  According to Forbes.com, within the last year, 55 percent more brands are using Instagram than just one year ago, accounting for its 150 million users worldwide.

While it may be one of the most popular social platforms, it may not make sense for all companies. Below are a few things to consider before creating an account for your brand.

1.) Mobile-Only
Unlike other social media platforms, Instagram is a mobile-only app as it requires users to upload their videos and photos from their mobile device vs. their desktop.  While the platform does have an online presence, it functions much differently and only allows users to view content rather than share it. If your target market is primarily a desktop-using bunch, consider focusing your efforts on other platforms that are more likely to reach your followers.

2.) Industry
What type of business or organization do you operate? Are you selling a tangible product that you can showcase with pictures?  Do you provide a service that allows you to provide before or after photos?  Are you a non-profit who wants to create awareness for a particular cause?  If you answered yes to any of these questions, then Instagram is a great channel for you to reach people who already have interest in your brand.

Typically, image-focused companies, such as clothing and fashion, makeup, fitness centers, restaurants, etc. use Instagram as a way to generate buzz among their followers.  Posting pictures of the latest trend, new creation or the most popular dessert on the menu will get followers excited and interested in what else you have to offer.

3.) Demographics
Instagram users are primarily 18 to 29 years old, so it is important to consider who your target is before you devote the time and energy to maintain an account.  For example, nation-wide retailer, Free People, has over 1.3 million Instagram followers, most of whom appear to be young women between those ages.  Their posts include pictures of inventory, trends and feel-good images that resonate with their young audience.

Industries that are geared toward an older demographic such as insurance or retirement planning may be better served on platforms that skew older, such as Facebook.

4.) Exclusivity
Instagram also gives followers a behind-the-scenes look at your brand’s products and services, making them feel like they’re getting an exclusive preview before the rest of the world.  These posts add value and encourage followers to beingpart of your social following. If your business or organization is highly regulated and doesn’t allow for much freedom in terms of posts, you may want to consider exploring other social platforms as they may be more conducive to your brand.

5.) Frequency
As with most social media platforms, the more you post, the more likely you are to generate followers.  Posting a combination of videos and images 3-4 times per week will keep followers engaged with your content.  If you feel as though maintaining an active account will be a challenge for your team, you may want to reconsider adding Instagram to your social media mix.

Also, keep in mind that engagement among followers in this platform is higher as content is not limited.  Unlike Facebook, there isn’t an algorithm (yet) that analyzes the posts the platform thinks you want to see, so users see all content regardless of their Instagram habits. If you post it, your followers will see it.

If you’re still not sure whether or not Instagram makes sense for your business, feel free to get in touch at erinkdoherty@gmail.com.

Happy grammin’.

Blog Social Media

The Under-Utilization of Pinterest for Business

Ad Club Of Buffalo

Weddings, babies, recipes, dream homes. You, like many others, may associate Pinterest with a tool used by women in the process of “planning something”.  But what many people fail to realize, is that the concept of searching, saving, organizing and sharing information with others can easily and effectively be applied to your business.

Here’s how:

Promoting your business

Whether you are a B2B, B2C or a freelancer, there are several ways you can promote your products and services.

  1. Think Like Your Customer. What are their needs? What are they searching for that would lead them to your product? How does your product fit into their everyday life?
  2. Collect. Once you have the answers to number 1, begin collecting content such as articles, infographics and imagery that is relevant, useful and “buzz worthy”. Users are encouraged to see and save what their friends/followers are pinning, so be sure your content is worth talking about.
  3. Organize. Begin creating categories or “boards” to house and organize the content.  For example, if you’re in the healthcare industry, create a “Healthy Recipes” board, or “Explaining the Affordable Healthcare Act” board and pin articles and tips from experts both in and outside of your company. Use keywords and the “category” tool within Pinterest to ensure that users can find your content.
  4. Promote. Add the Pinterest icon to content within your website (it’s usually embedded in a “Share this” tool) and to the bottom of your email marketing. Share pins and boards with your customers, or direct them to the boards using other marketing materials.

Sharing information within your department

Information sharing (especially within major organizations) can be challenging when it’s through a “Did you see this?” email with links that get lost in the shuffle.

  1. Connect Your Team. Create accounts for each team member (you may have to check your company’s social media policy and ensure that you have access). You can then invite each team member to pin to the boards that you create.
  2. Create Boards. What type of information do you share with your team? Industry news? Trends?  If you work at an ad agency for example, you can create boards that will resonate with your clients or relevant within the industry (Email Marketing, Mobile Marketing, Project Management, Copywriting, etc)
  3. Choose Carefully. Pinterest gives you the ability to make your pins and boards private, so that your competition can’t see what you’re pinning.  If you choose to do this, remember that your content will be hidden from everyone, not just the competition.
  4. Get Notified. You can receive notifications when a team member pins to your board and they make it very easy for you to share relevant pins to others within your organization.

Using the search tool to “listen”

  1. Keep up with your competition. Search to see if they are on Pinterest, and gauge the level of engagement from their followers.
  2. Customers are probably already talking about you. Perform a search for your company – you never know if there are pins already out there.
  3. Search for your industry. Find and follow other experts and boards. It’ll prevent you from reinventing the wheel.

Click here to check out Ad Club’s new Pinterest page.

pinterest

Happy pinning!

What’s Pinterest?