360i #SideHustle: It’s All in the Details for Jonathan Gogel’s “Alrightnik”

Welcome to the 360i #SideHustle blog series, where we showcase the totally awesome side projects, start-up businesses and other ventures created by the always-curious and entrepreneurial crew of employees here at 360i.

What started out as a childhood love of sneakers and skateboarding eventually led 360i’s Jonathan Gogel to create a line of high-quality menswear. After identifying gaps in his own closet, Jonathan, an Associate Director of Insights & Planning here at 360i, was eager to fill them and decided to take matters into his own hands. We sat down with Jonathan to learn more about what it’s like to start a clothing line, where he draws his inspiration from, and what he envisions next for his clothing line, Alrightnik.

 

360i: Let’s start at the beginning. What made you want to start a clothing line?

Jonathan Gogel: “My love of skateboarding and sneakers is actually what started this. Skateboarding has always been closely linked with style because it isn’t enough that you can do certain maneuvers, you also have to have style while doing them. I would go to the skate store every weekend and eventually became friends with the owner. He told me once, ‘You’re buying sneakers every weekend – now you have to have the right jeans to go with those sneakers.’ Skating really became building a look around the sneakers you were wearing. The idea of building that aesthetic start to finish brought me here. The line started with a unique take on a popover shirt, a classic sportswear piece that I grew to love. My twist on it was creating a popover that had a chopped off collar but also had layering capabilities. On that piece, what I’m selling right now has an 8-inch side slit which is kind of progressive for men, but that’s a perfect opportunity to show off the layers you’ve built into your style. What you have on under is almost as important as what you have on top. The guy who considers that – that’s the kind of guy I’m trying to reach.”

360i: Describe your process. What did it take to get started?

JG: “Even before I got into designing men’s fashion I already knew what kind of materials I liked as a customer, so I knew what I was looking for and I knew where to start, but I had no experience with design or textiles. I had to learn the tools first. I took advantage of every situation. If I met someone at a party and I overheard they were in the industry I might ask a couple questions, or if I had a meeting with a factory I would make sure to maximize that time with them. I wasn’t afraid to look like a novice. I finally found a factory in the Garment District I liked. I bring them my designs, and we meticulously go through each update or change. Once the samples are where I want them to be, we make a full production run. I go piece by piece that way I can really focus and hone in on the details that define that piece. But eventually I would like to move towards more of a full collection.”

 

360i: Your line is called “Alrightnik” – where does the name come from?

JG: “I grew up around a lot of Yiddish and was fascinated by the early immigrant culture of Yiddish people in New York and New Haven, where my family’s originally from. Alrightnik is a Yiddish term that immigrants used in the turn of the century to describe someone who was breaking the tribe or defying tradition in order to pursue entrepreneurial ventures. Back then if you were ‘alrightnik’ you were an outcast, but now it means something different. I thought it was a perfect opportunity to breathe positivity into the term because now it’s something you aspire to.”

360i: How do you differentiate “Alrightnik” in the clothing space?

JG: “There are so many players in the fashion industry and menswear in general, but I’ve put a lot of painstaking effort to making sure the fit, materials, and details are just right. So for me, the differentiating factor is the passion and intense labor that’s been put into every piece. I want to create something people feel good about when they put it on.”

 

Photo: George Elder Photography

 

360i: How has working in Insights at 360i informed your business?

JG: “My consumer insights background has helped me figure out who exactly would be purchasing my clothes and spending their hard-earned on money on it. Asking questions like, what would the brand be saying about that person, what other brands are they shopping, what does their style look like, etc. Being at 360i also helped me figure out which numbers to pay attention to and which numbers are just noise. All I’m concerned about is getting into people’s closets, so I don’t want to get bogged down on some of the metrics.”

360i: What’s next for Alrightnik?

JG: “I just released a new piece that I’m really excited about. It’s another upgrade to a traditional sportswear item, I’m calling it the New Haven rugby – paying homage to the inspiration behind my brand and the place my family has called home since the turn of the century. I just want to make stuff that I’m proud of and that hopefully people will bring into their homes and into their everyday lives.”

 

For more on Jonathan and Alrightnik, check out the line’s website here.

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A masterclass in influencer marketing

On the 25th October at 5.30pm, we’re hosting an Influencer Marketing Masterclass at our London HQ as part of our ongoing masterclass series. Sara Gordon, Brand and Creative Director for Bloom & Wild, Lauren Spearman, Digital Manager for Benefit Cosmetics and our Influencer Manager, Florencia Lujani will give attendees the inside track on influencer marketing. 

It was recently reported that 70% of teenage YouTube subscribers now trust influencer opinions over those from traditional celebrities. People trust other people – this makes working with influencers an important part of many brands’  marketing strategies.

According to eMarketer, 84% of marketers were expected to launch an influencer campaign this year. So, as the cost per post for influencers reaches record heights, now is the time to know Zoella from Ksi; your vloggers from your Instagrammers.

If you want to avoid your influencer marketing strategy falling foul of potential pitfalls such as unfortunate copy and paste mishaps, costly brushes with governing bodies, or epic briefing fails, then this is the place to be.

Armed with case studies, insights, and real-world experiences, our speakers will take you through the best practices of influencer marketing, and how to avoid the pitfalls when finding a tastemaker to champion your brand. We’ll look at individual success stories, challenges and analytics which will enable you to establish best practices.

Join us at the Masterclass to find out all you need to know about working with the right people to do the talking for you. Sign up now.

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Can You Bear It?

For World Animal Day, which took place on 4 October, animal welfare organisation Four Paws launched the next instalment in their international campaign to end bear bile farming in Vietnam.

In order to do this, they partnered up with Don’t Panic to create an endurance test, challenging the public to sit through a series of heart wrenching and disturbing images in order to highlight the severity and urgency of the situation.

Around 1,300 bile bears endure miserable lives in Vietnamese farms and private backyards, shut up in cramped metal cages. Research carried out by FOUR PAWS shows that many of them have their bile cruelly extracted to meet the insatiable illegal bear bile trade on Vietnam’s streets, in traditional Chinese medicine (TCM) shops, on the farms themselves, or on the Internet. Bear bile has been used for several thousand years as an elixir in traditional Chinese medicine, and even today remains a sought-after product despite effective herbal alternatives.

Please watch the video and share the microsite to spread awareness and help Four Paws gather enough signatures to put an end to their suffering.

 

Take the test: http://endurancetest.four-paws.org

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How to Manage a Long-Distance (Team) Relationship

The virtual office isn’t a place; it’s a state of mind.

Our Organizational Effectiveness and Learning & Development team sits in three different locations in three different time zones. So, how do we work together successfully? How do we share ideas across oceans? And how do we form the same bond that face-to-face teams value so much?

We work hard at it. Being in a virtual team forces you to rely on technology and experimentation. You have to be open-minded and try new things. Recently, we ran an entire planning meeting and brainstorm using a combination of conference call and Workplace by Facebook chat.

Here are a few of the guiding principles that work for us:

Respect:
Our primary tool is live video. Both via Adobe and Workplace video call we can talk to each other AND see each other. I realize this isn’t exactly the same as being in the same office, but those who sit in the same office join a team call from their own desks on their own webcams rather than congregating in a room together to only have one lone team member on a speaker phone in the middle. It’s little things like that, which lead to mutual respect among all team members and, inevitably, make all the difference in team continuity.

Teamwork:
Our Workplace group is one of the most active across the network – every day we use the platform to collaborate through editing documents, brainstorming, polling and providing feedback and photos from trainings. We also have fun sharing commuter stories, lunch pictures, GIF competitions and share recent successes we’ve had. Collaboration is our buzzword – teamwork makes the dream work is our mantra; even with 20 percent of the Earth’s surface between us.

Trust:
I’ll often “pop in” to my colleague’s office by calling them on video chat or shoot a quick note on Workplace messenger to ask a question. Most of the time, it’s an instant reply or, if not, I can see they haven’t read it and must be busy. By talking most days (if not every), we develop trust and remove any distance bias (the notion that one only thinks of people in close proximity when assigning a project).

Flexibility:
How do we deal with the time difference, you ask? Easy. We schedule our meetings during mornings in New York, as Europe is right in the middle of the afternoon. We respect each other’s hours and know that if someone’s logged off, they’ll pick it up when they’re back on.

There you have it! Respect, teamwork, trust, and flexibility are the keys to running successful virtual teams.

If you’d like to know more about how your company or team can get started, and have success, working remotely, please email me here or leave a comment below!

Blurring the Line Between CDN and CMS

Cloudflare recently announced that they’re launching a new feature, called “Cloudflare Workers”. It provides the ability for anybody who’s using Cloudflare as a CDN to write arbitrary JavaScript (based on the standard Service Worker API), which runs on Cloudflare’s edge nodes.

In plain English, you’ll be able to write code which changes the content, headers, look, feel and behaviour of your pages via the Cloudflare CDN. You can do this without making development changes on your servers, and without having to integrate into existing site logic.

If you’re familiar with JavaScript, you can just log into Cloudflare, and start writing logic which runs on top of your server output.

Why is this helpful?

As SEOs, we frequently work with sites which need technical improvements or changes. But development queues are often slow, resources restricted, and website platforms complex to change. It’s hard to get things changed or added.

So many of us have grown comfortable with using workarounds like Google Tag Manager to implement SEO changes – like fixing broken canonical URL tags, or adding robots directives to pages – and hoping that Google respects or understand the conflicting signals we send when we mix on-page and JavaScript-based rules.

But whilst Google professes to be capable of crawling, indexing and understanding JavaScript content and websites, all of the research suggests that they get it wrong as often as they get it right.

Cloudflare’s announcement is significant because, unlike tag management platforms, the alterations are made server-side, before the page is sent to the user – Google only sees the final, altered code and content. There’s no messy JavaScript in the browser, no cloaking, and no conflicting logic.

Service workers on the edge

Cloudflare, like other CDNs, has servers all over the world. When users request a URL on your website, they’re automatically routed to the nearest geographic ‘edge node’, so that users access the site via a fast, local connection. This is pretty standard stuff.

What’s new, however, is that you can now write code which runs at those edge nodes, which allows fine-grained control over how the page is presented to the end user based on their location, or using any logic you care to specify.

With full control over the response from the CDN, it’s possible to write scripts which change title tags, alter canonical URLs, redirect the user, change HTTP headers, or which add completely new functionality; you can adapt, change, delete, build upon or build around anything in the content which is returned from the server.

It’s worth noting that other platforms, like AWS, already launched something like this in July 2017. The concept of making changes at the edge isn’t completely new, but AWS uses a different approach and technology stack.

Specifically, AWS requires users to write functions in Node.js (a common server-side JavaScript framework), using a specific and proprietary approach to how requests/responses are handled. This comes with some advantages (like being able to use some Node.js libraries) but locks you into a very specific approach.

Cloudflare’s solution is based on the Service Worker API (as opposed to Node.js), which might look like a more future-proof approach.

Service workers are the current framework of choice for progressive web apps (PWAs), managing structured markup, and playing with new/emerging formats as Google (and the wider web) moves from favouring traditional websites to embracing more app-like experiences. That makes it a good skill set to learn, to use, and potentially to recycle existing code and solutions from elsewhere in your ecosystem.

That PWAs look likely to be the next (arguably, the current) big thing means that service workers aren’t going anywhere anytime soon, but Node.js might just be the current flavour of the month.

Getting hands-on

Cloudflare provides a sandbox for you to test and visualise changes on any website, though it’s unclear whether this is part of their launch marketing or something which will be around for the long-term (or a component of the editor/deployment system itself).

That’s a lot of power to play with, and I was keen to explore what it looks like in practice.

It took me just a few minutes to modify one of the scripts on their announcement page to add the word ‘awesome’ (in a pleasing shade of orange) to Distilled’s homepage. You can check out the code here.

Whilst this is hugely powerful, it doesn’t come without risks and drawbacks. For a start, you’ll need to have some sharp JavaScript skills to write any rules, and you’re going to have to do it without any external supporting libraries of frameworks (like jQuery).

Service workers can be complex to work with, too. For example, all of your changes are asynchronous; they all run in parallel, at the same time. That makes things lightning fast, but it means that some complex logic which relies on specific ordering or dependencies might be challenging to write and maintain.

And with all of this, there’s also no nice WYSIWYG interface, guides or tutorials (other than general JS or service worker questions on StackOverflow). You’ll be flying by the seat of your pants, spending most of your time trying to work out why your code doesn’t work. And if you need to turn to your developers for help, you’re back at our initial problem – they’re busy, they have other priorities, and you’re fighting for resources.

A meta CMS is not a toy

As we increasingly find ourselves turning to workarounds for long development cycles, issues which “can’t be fixed”, and resolving technical challenges, it’s tempting to see solutions like Google Tag Manager and Cloudflare Workers as viable solutions.

If we can’t get the thing fixed, we can patch over it with a temporary solution which we can deploy ‘higher up the stack’ (a level ‘above’/before the CMS), and perhaps reprioritise and revisit the actual problem at a later date.

You can fix your broken redirects. You can migrate to HTTPS and HTTP/2. You can work through all those minor template errors which the development team will never get to.

But as this way of working becomes habit, it’s not unusual to find that the solutions we’re using (whether it’s Google Tag Manager, Cloudflare, or our own ODN) take on the characteristics of ‘Meta CMSs’; systems which increasingly override our templates, content and page logic, and which use CMS-like logic to determine what the end user sees.

Over time, we build up more and more rules and replacement, until we find that there’s a blurring of lines between which bits of our website and content we manage in each platform.

This creates a bunch of risks and challenges, such as:

  • What happens when the underlying code changes, or when rules conflict?
    If you’re using a tag manager or CDN to layer changes ‘on top’ of HTML code and pages, what happens when developers make changes to the underlying site logic?

    More often than not, the rules you’ve defined to layer your changes break, with potentially disastrous consequences. And when you’ve multiple rules with conflicting directives, how do you manage which ones win?

  • How do you know what does what?
    Writing rules in raw JavaScript doesn’t make for easily readable, at-a-glance understanding of what’s being altered.

    When you’ve got lots of rules or particularly complex scripts, you’ll need a logging or documentation process to provide human-friendly overviews of how all of the moving parts work and interact.

  • Who logs what’s where?
    If conflicts arise, or if you want to update or make new changes you’ll need to edit or build on top of your existing systems. But how do you know which systems – your CMS or your meta CMS – are controlling which bits of the templates, content and pages you want to modify?

    You’ve got rules and logic in multiple places, and it’s a headache keeping track.

    When the CEO asks why the page he’s looking at is broken, how do you begin to work out why, and where, things have gone wrong?

  • How do you do QA and testing?
    Unless your systems provide an easy way to preview changes, and allow you to expose testing URLs for the purposes of QA, browser testing and similar, you’ve got a system with a lot of power and very little quality control. At the moment, it doesn’t look like Cloudflare supports this.

  • How do you manage access and versioning?
    As your rules change, evolve and layer over time, you’ll need a way of managing version control, change logging, and access/permissions. It’s unclear if, or how Cloudflare will attack this at the moment, but the rest of their ecosystem is generally lacking in this regard.

  • How do you prevent accidental exposure/caching/PII etc?
    When you’ve full access to every piece of data flowing to or from the server, you can very easily do things which you probably shouldn’t – even accidentally. It doesn’t take much to accidentally store, save, or expose private user information, credit card transaction details, and other sensitive content.

    With great power comes great responsibility, and just writing-some-javascript can have unintended consequences.

In general then, relying overly on your CDN as a meta CMS feels like a risky solution. It’s good for patching over problems, but it’s going to cause operational and organisational headaches.

That’s not to say that it’s not a useful tool, though. If you’re already on Cloudflare, and you have complex challenges which you can resolve as a one-off fix using Cloudflare Workers, then it’s a great way to bypass the issue and get some easy wins.

Alternatively, if you need to execute geographically specific content, caching or redirect logic (at the closest local edge node to the user), then this is a really great tool – there are definitely use cases around geographically/legally restricted content where this is the perfect tool for the job.

Otherwise, it feels like trying to fix the problem is almost always going to be the better solution. Even if your developers are slow, you’re better off addressing the underlying issues at their source than patching on layers of (potentially unstable) fixes over the top.

Sometimes, Cloudflare Workers will be an elegant solution – more often than not, you should try to fix things the old-fashioned way.

ODN as a meta CMS

Except, there may be an exception to the rule.

If you could have all of the advantages of a meta CMS, but with provisions for avoiding all of the pitfalls I’ve identified – access and version control, intuitive interfaces, secure testing processes, and documentation – you could solve all of your technical SEO challenges overnight, and they’d stay solved.

And whilst I want to stress that I’m not a sales guy, we have a solution.

Our ‘Optimisation Delivery Network’ product (Distilled ODN for short) does all of this, with none of the disadvantages we’ve explored.

We built, and market our platform as an SEO split-testing solution (and it’s a uniquely awesome way to measure the effectiveness of on-page SEO changes at scale), but more interestingly for us, it’s essentially a grown-up meta CMS.

It works by making structured changes to pages, between the request to the server and the point where the page is delivered back to the user. It can do everything that Google Tag Manager or Cloudflare can do to your pages, headers, content and response behaviour.

And it has a friendly user interface. It’s enterprise-grade, it’s scalable, safe, and answers to all of the other challenges we’ve explored.

We have clients who rely on ODN for A/B testing their organic search traffic and pages, but many of these also use the platform to just fix stuff. Their marketing teams can log in, define rules and conditions, and fix issues which it’d typically take months (sometimes years) for development teams to address.

So whilst ODN still isn’t a perfect fix – if you’re in need of a meta CMS then something has already gone wrong upstream – it’s at least a viable, mature and sophisticated way of bypassing clunky development processes and delivering quick, tactical wins.

I expect we’ll see much more movement in the meta CMS market in the next year or so, especially as there are now multiple players in the space (including Amazon!); but how viable their products will be – if they don’t have usable interfaces and account for organisational/operational challenges – is yet to be seen.

In the meantime, you should have a play with Cloudflare’s sandbox, and if you want more firepower and a stronger safety net, get in touch with us for a Distilled ODN demo.

Six Things You Should NOT Do on Twitter

Michelle Rivas.jpg

By Michelle Rivas, Community Manager

With its 140-character* count message limit and a strong connection with breaking news Twitter has consistently been one of the fastest moving social media platforms. This means that a lot of the standard rules of social media don’t apply when tweeting. Below are six things to avoid to make the most out of your Twitter activity:

1. DON’T Tweet Only Twice a Month

Twitter is fast-moving and consistency is key. Tweeting infrequently will lead to your content being lost in a sea of other tweets (organically speaking). The more you tweet, the better the chances of gaining traction. However, there is another side to this…

2. DON’T Tweet Every Second of the Day

Excessive tweeting will make your brand look spammy which, in turn, will get you unfollowed or even reported as a spam user. According to Buffer, three tweets a day is the magic number for optimal posting. However, there are many exceptions to this. It depends on what you want to measure and your ad budgets. 

3. DON’T Leave Your Fans Hanging

Posting on Twitter, as well as any other social platform, should be a two way communication. Putting content out on social is one part, engaging with your audience is the other half of it. When you have both parts, the community is happy and more trusting of your brand.

4. DON’T Abuse the Hashtag

Hashtags are wonderful. They are used to identify messages on a specific topic. They keep messages relevant. However, they tend to be overused. Small Biz Trends says that the ideal number of hashtags to use per tweet is one. Past one hashtag, their research shows a correlation between the number of hashtags used and a decline in engagement.

5. DON’T Post via Other Networks

No matter how good or engaging your content is on other social networks, sharing content automatically from another network onto Twitter is not best practice. Having a tweet that is simply a link to an Instagram post is a terrible user experience and often results in annoyed users. Minimal effort to create meaningful posts across channels results in minimal engagement.

6. DON’T Make Your Tweets Longer Just Because You Can

*ICYMI – Twitter started testing 280-character tweets, doubling the previous character limit to help users be more expressive. Does this mean we should be joining the movement towards longer tweets if this update comes into effect? Not always. More characters give you more flexibility, but people expect tweets to be short, sweet, and to the point, and that is not likely to change. 

Looking to learn more about Twitter best practices? Contact the Likeable Media team for help!
 


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Our work: Behind the scenes at the MOR autumn/winter photoshoot

Remember that MOR photoshoot we posted about back in April? Well, as part of our seasonal PR and social campaign for the MOR brand, we’ve just polished off another recipe development and photography project.

Working with a development chef and food stylist, photographer Andy Pendlebury, and backdrops by Woodrow Studios, we’ve created a suite of four new recipes perfect for festive entertaining or nights in by the fire. Compared to our previous photography for MOR these shots have a slightly moodier look that really gets across that cosy autumn vibe.

We’ll be adding the new recipes to the website when the nights start drawing in – but we don’t want to give away too much. For now, here’s a shot of Anil tarting up the – well, a tart – behind the scenes . Look out for the finished shots next month!

Behind the scenes image of Anil at the MOR photoshoot

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Best Practices in Social Media Content

By: Pola, Director of Digital Marketing

Launching a new social media channel for your business or brand? The first step to a successful social media presence is recognizing the need for a social content strategy and plan.  Start with outlining your goals for the page – Customer Acquisition? Brand Awareness? Creating a Loyal Fanbase? Your objectives can be a mix of all of these and more. Continue by identifying industry leaders and pages that feel are doing a great job. What is it that you like about their content? Perhaps it is the level of engagement they receive per post, or the high-quality graphics used. Apply these insights to your strategy. Once your objectives are outlined, follow the seven steps below for best practices in social media content:

1 – Choose the Right Channels

Think thoroughly through the social networks on which you want to be active as there is no requirement to be on them all. In fact, it is often better to consolidate and set yourself up for success on fewer social channels rather than spread yourself too thin by trying to be present on them all. Check out this guide from Buffer for great tips on choosing the best platforms for your page.

2 – Identify Your Brand Voice

Our recent blog post, Trends in Social: Authenticity, talks about the importance of brand voice: Brand voice is one of the most important elements of online and offline presence. On social media, having a consistent tone and style that followers find compelling will drive loyalty and engagement. If your brand’s voice aligns with consumers’ perception of your brand, it feels authentic.

Read the entire post by visiting:  http://www.5wpr.com/new/social-media-authenticity/

3 – Plan Ahead and Keep a Schedule

Optimize your posts by planning ahead and keeping a schedule. This will make it easier to maintain a steady social presence while ensuring maximum impact for each and every post.  “My feed has a focus on food so being in touch with holidays and seasonal ingredients is important to my content. As per when [I post] my content, I have learned a few tricks about my own audience and that just goes for uploading, testing, trying, watching and trying again! A tip I always tell people is think about the time zones the people that follow and engage live in. I have a big audience in NYC and LA so late night posts work GREAT for me. Right as NYC is scrolling through about to fall asleep, LA is getting out of work.” – Influencer Lauren Paige Magenta, @laurenmagenta

4- Vary Your Content Types

A diverse content strategy is beneficial for keeping your audience interested and engaged. This includes varying the types of content you post. Types of content include: links, original photos, videos, graphics, repost/ regrammed assets from your audience, testimonials and live streams. Incorporate a healthy mix of content types into your social media calendar and analyze the results to determine what your audience reacts best to.

5 – Get Creative

Getting (and staying) creative can be difficult. Joy Miles (@lunchesandlittles) is a food influencer with an incredibly innovative and unique Instagram profile.  Her creativity has allowed her page to quickly amass over 35,000 engaged followers. Here’s what keeps her creative: “My three children are definitely the inspiration for my feed. When I became a Mom I was really worried that I was going to “deprive” my babes of all the colorful, fun food options, in the name of health. And, I didn’t want that. I wanted to be a fun mom and wanted what I made to be able to compete with the store-bought, commercial versions in my kid’s eyes, but health was also paramount. So, I challenged myself to make healthy treats and meals more fun, and in the process taught myself that with the right ingredients, and a little extra time even the healthiest meals could be appealing to kiddos. It is all about presentation, and sometimes even what you name a recipe. Now, I try and share what I have learned with my audience, sharing family recipes, fun food and healthy treats, that are fun, healthy and easy.”

6 – Keep it Mobile-Friendly

Nearly 80% of social media is now consumed on mobile devices. Keep this in mind when putting together your content mix and follow through on all parts of your customer funnel by ensuring everything from your website to the videos you post on social media are mobile-optimized. UnifiedSocial.com offers this great infographic on driving social success via mobile.

2016 U.S. Cross-Platform Future in Focus

comScore 2016 U.S. Cross-Platform Future in Focus

7 – Analyze, Analyze, Analyze

Performing regular audits of your social media metrics allows you to hone in on what is really working (or not working) for your audience. Analyzing the results will provide key insights and learnings that you can incorporate into future calendars to make the most of your social efforts. Most major social platforms have built-in metrics functionalities for pulling data. Quick links:

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Media first or Creative first ‘round 2’

“If you depend on figuring out which old media, new media, internet media, cellphone media or whatever media is right before you have a creative idea that makes that medium actually necessary or work harder, the best result you can expect is to be only as good as your competition — and not better. All those media and internet choices are available pretty much to everyone. However, if you start with a brilliant creative idea you are instantly setting yourself up to do better than the competition since the best ideas are unique, interruptive and make any media idea work harder for you.

Net net, don’t settle by getting excited about some new way to reach people, or any of the numerous new internet and cell phone ad delivery systems. Not good enough. Think about the creative idea that engages and activates and keep the media options available as part of the idea. This side by side sign that went up to get consumers to visit Legal Sea Foods near the Boston Aquarium uses the aquarium logo and importantly comes out of a single creative idea that incorporates the creative and the medium in one thought. Brilliant and effective.” – ELLIS VERDI