LinkedIn: Is the Leading Business Social Media Platform Unappealing to Millennials?

Discover why new generations of workers might not view the world’s most established professional networking platform too favorably.

For many years now, LinkedIn has become the standard when it comes to professional social networking media. There are many throughout the world who use this powerful platform as a way to advertise themselves, network with colleagues, or seek new opportunities daily. LinkedIn could also lead to exciting lead generation opportunities for people looking to unlock the full potential of their reach.

Many active LinkedIn users perfect the subtle art of creating lead generation for their own businesses by posting relevant articles. However, there seems to be a generational gap that is currently affecting the platform. For many young professionals, it seems natural to utilize Facebook, Instagram or Twitter for professional purposes. But this sparks the question: Do they really need LinkedIn?

Do Millennials See Value in LinkedIn?

In most cases, young professionals start a LinkedIn account because it is still considered a necessary step—it’s something that they feel they have to do to look better in the eye of their employers. In fact, according to Adweek.com, 87 million millennials are currently on LinkedIn, accounting for 38% of the platform’s user base, yet few maximize its true potential.

An article by The Huffington Post recently stated that millennials dislike LinkedIn due to the impersonal and cold nature of the platform, which might feel outdated in the growing, fast-paced world of social media and apps.

While the numbers confirm that there is quite a sizable amount of millennial users on LinkedIn, it is quite complicated to determine whether or not they see value in the platform or they simply feel obligated to have an account. In a market becoming more and more competitive, leading social networks such as Facebook are starting to take their first steps towards the professional world, and if LinkedIn is not careful, it might be at risk of being outpaced or even becoming obsolete. So be on the lookout soon from LinkedIn to stay competitive in this dog-eat-dog world of competing social media platforms.

How to Get Your Company Mojo Back

Untie the Corporate Straight Jacket of Policies and Procedures in a Siloed Workplace

It always makes me slightly uncomfortable when I hear the words “from good to great,” “synergy” or my all-time favorite “corporate restructuring.” Through my many years of working with different companies, I know it could be one of or all of the following things at work. 1. A company is financially suffering and grasping at straws to fix the proverbial leak in the dam. 2. A company has become siloed/compartmentalized and is held captive by policies and procedures. 3. A company has lost its relevance in the marketplace and is desperately trying to reinvent itself.

When an economic downturn ruptures or a business struggles to make its sales goals, a state of panic sets in. Corporations become desperate and usually cut marketing budgets, or even worse, stop marketing all together. This in turn can start a perpetual downward spiral. Some companies will either dramatically rebrand or refocus to stop the bleeding, throw money at a problem, or lay off staff. Marketing, if done right, is the driving force in any business, and if the machine of the business is oiled and firing on all cylinders, it’s quite unstoppable in any situation.

We work with so many businesses and see this in all verticals and industries. Before you take any drastic steps and start a quest for a rebrand or new marketing efforts, consult the list below to see if you need a change. Good brands tell good stories, and it may be the case that your brand is stuck in a chapter it can’t get out of. I can’t say I blame any one thing in particular, but I can help give you the warning signs to see if your company is heading into an area for concern:

  1. Your company has plateaued and can’t seem to grow consistently.
  2. You report to more than one boss.
  3. You or an employee challenge a policy or procedure, and the response is, “I don’t know why we do it that way. We just do it.”
  4. The procedures or policies create more work than they solve.
  5. You have meetings after your meetings to discuss what you talked about in your meeting.
  6. Your boss tells you to do something in relation to policy and procedure and then turns around and does the complete opposite.
  7. Your coworkers talk more about each other than about new ideas or work.
  8. You and your fellow employees are afraid of making decisions because you don’t want to get in trouble even though the decision would save the company money or help them avert a disaster.
  9. Your organization conducts a best practices audit, and the end result is an even worse set of policies and procedures.
  10. Meetings last for hours with no agenda and nothing ever seems to get resolved or moves forward.

This is a small list, but if you answered yes to at least 5 of these items, your company may be in need of a reality check. It’s a shame that this is a reality for a majority of corporate America, both large and small. We have to be nimble in this economy to turn a profit.

I applaud companies that are taking the time to reevaluate themselves in the pursuit of running leaner, meaner and sometimes greener. But at what cost? Certainly, not the cost of buying the book “Good to Great” or “The Five Dysfunctions of a Team” and thinking you can push a button and magically apply it to your corporate model. Running any business is similar to creating a great ad campaign. Do your research, establish a target and goal, bust through the clutter to get noticed, get traction, and finally examine the results and modify your approach until you exceed your pre-established goals.

As an ad agency, we fall victim to the same challenges as most companies. The difference is our job requires us to think outside the box, and we try to evaluate our companies’ direction yearly, streamline our process, and maximize efficiencies. It’s very easy to be the shoe maker with holes in our shoes, but as an agency if we don’t practice what we preach, we can’t deliver that truth to our clients.

Trying to stay afloat and profitable in this economy has meant working twice the hours for half the pay. Corporate America is asking everyone to sacrifice their personal time and be a “team player.” If you’re a CEO or manager, make sure you do not take advantage of your employees. Good teams stick together and support each other through the hard times but also reward and remember that sacrifice during the good times, too. Just like in advertising brand management, rules of engagement say if you don’t talk the talk and walk the walk, the people you are trying to shape will see right through you and your message and will rebel. If you truly want to go from good to great, take the time to listen and allow your company the stick-to-itiveness to complete the journey and adhere to your new policies or procedures. Don’t ask anyone to do anything you wouldn’t do yourself.

Creating a new corporate culture is something that you have to embrace every day from the top down even when it’s not convenient. Don’t be afraid to put a list together of everything it takes to get your work done, see if it is redundant or nonsensical. Talk with your fellow employees or staff, audit your practices, get buy-in, and if you have a cancer, remove it quickly.

I implore you, don’t try to restructure or rebrand on a whim whether it’s to save a buck or because you got a new book or life coach. In this economy if your business is still operating, you’re doing something right. Find out what that “right” is and do more of it and document the journey and process. And for some extra credit, I highly suggest watching one of my favorite movies about a corporate culture that has run amuck, “Office Space.”

7 Tips for Standing Out at CES 2018

Most of us think of this time of year as the season for planning Thanksgiving menus and bemoaning the ever earlier arrival of Holiday music in retail stores and shopping malls around the country. But for anyone working in technology, their eyes are already on the second week of January: we’re deep into planning season for CES, the biggest tech event of the year. And it’s not just tech companies. With tech as the new horizontal, brands in adjacent industries like automotive, healthcare, even sports are figuring out their game plan to break through. Here are seven tips that companies of any size can adopt, based on many years helping clients stand out at a very crowded venue:

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1.Once you touch down on The Strip, it’s already too late.
Reporters receive invitations from literally hundreds of brands. Get ahead by hitting your top targets early and pre-briefing them on news under embargo, so they can file their stories to come out the first week of January.

2. Make your booth experience both interactive and sharable.
Your booth is an opportunity to create a highly visual, interactive experience that attracts visitors. Booths with the highest traffic – both physical and social – are the ones that offer a creative way to experience the brand, test the product, or create a moment that drives social media shares.

3. Take your story to the media.
Reporters have limited time to cover thousands of exhibitors spread across three or more venues, so take the story to them instead. Of the reporter-specific events, Pepcom historically has the best traction. And don’t forget that reporters are on the hunt for executives willing to do fireside-style interviews in their on-site studios, many of which are live-streamed.

4. Insert yourself into the conversation.
A handful of topics and themes will quickly start bubbling to the surface in the first days (and immediately prior to) the show. In our experience, running an agile newsroom like StoryWorks lets you listen to the stories getting the most attention and tailor content or craft a unique point of view in real time, and ultimately ride the CES wave to greater share of voice.

5. Become a content producer.
Take a lesson from the media – create visual content from the show floor by turning executives into CES reporters. Filming short video clips of their experiences on the ground creates compelling content and puts a personal stamp on a company’s brand.

6. The story must be visual
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Even tech trade and online reporters are looking for visual – especially video – content to accompany their stories. There are dozens of camera crews roaming the halls. Make sure your story is the one they highlight by practicing visual storytelling, and be sure to target local and national broadcast outlets.

7. Different sells.
Like any big trade show, CES has its share of “me too” brands showcasing undifferentiated and often-low value products. Play up the unique, the luxury and the visual to stand out from the masses.

#CES2018 will bring together nearly 4,000 exhibitors spread across 2.5 million square feet of exhibit space. Garnering media attention is no easy feat. That’s why companies need to think strategically and then execute creatively if they want to beat the odds on getting attention from the media.

To discuss how to make the most of your plans for #CES2018, contact Lisa Sullivan, EVP and Director of Ketchum’s North America Technology Practice, at lisa.sullivan@ketchum.com.

How to Effect Social Change Using Social Media | A Guide

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By Gillian Stippa, Photographer

Social media should be considered a supplement when it comes to cultivating actionable change. In order for there to be mobilization, there must be hybridity between virtual and physical space. That is not to say that sharing content on social platforms doesn’t play a part in spreading information that can eventually lead to change. However, there must be an interplay between the nominal and the corporeal if a social media campaign is to gain congressional traction. 

What does this really mean?

Slacktivism is a buzzword that arose to describe a social media phenomenon: getting “involved” solely through low-cost/low effort methods of engaging (e.g, clicking “share,” or “like”).  High-level engagement on the other hand, and what is meant by action in the physical/corporeal sense, is a more significant contribution, such as volunteering, donating, meeting, etc. These latter forms of engagement directly result in large-scale change. But in order to get to that point in the process, low risk engagement must occur. In short, both are necessary for the sustainability of an idea. There needs to be room for every type of engagement.

But that begs the question, is there really a method? Or can social media spur high-level engagement? Let’s take a look at some examples.

Social Change Spurred by Social Media

It’s safe to say at this point that newsrooms have been completely disrupted by social media. Today, 62% of people get their news from Facebook, Twitter, and Instagram. The New York Times reported the election of Donald Trump as the “starkest illustration yet that across the planet, social networks are helping to fundamentally rewire human society.” Called the year of fake news and misinformation, 2017 has seen unprecedented societal change due to the pervasive nature of social media. 

Another example of how social media sharing is causing real-world impact is in race relations. The death of Trayvon Martin and the much disputed Stand Your Ground law started as social sharing but soon manifested itself in high-level engagement – with images shared of people wearing hooded sweatshirts, active protests, and efforts to restructure the deep rooted biases in our current law enforcement system. 

How to do it? There isn’t a method

The answer to the question of methodology is that it takes a little bit of both: engagement exists on a spectrum. 

It starts by using social media to incite emotional connectedness. You need to create an emotion that causes action. However, knowing that you’re meddling in the world of emotions, personal perception, morality, etc., leveraging social requires moving purposefully but carefully. In terms of guidelines, there are only a few, and they are fluid. 

“Guidelines”

  • You must have a message – what’s your story, what’s the issue. It doesn’t matter if it’s clear, but it must evoke a reaction (preferably a good one). 
  • Focus your targeting. Let’s face it, some people just won’t care.
  • Make sure to leave room for discussion – let the people speak!
  • Use visuals – people scan before they look. Hard hitting visuals are often all you need to get your message across.
  • Be different, because you are. 

If you need some help in translating social engagement into action, contact the Likeable Media team to learn more!
 


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If this is what tennis considers the ‘Next Gen’, we’ll give it a miss, thanks

The spotlight is firmly, and rightly, on inappropriate sexual behaviour like never before.

 

So it’s baffling to think what was going through the minds of those in charge of the ATP when they served up the level of shite they did at the Next Gen draw.

 

Incase you were fortunate enough to miss it…the draw for the inaugural Next Gen ATP Finals involved players picking between two models and walked down a runway arm in arm with them. At this point, the models decided the groupings by revealing letters hidden under their clothing.

 

Apparently, the draw ceremony for the Next Gen Finals was supposed to highlight Milan’s status in the fashion industry.

 

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Instead it led to a huge social media backlash from horrified observers and an apology from the organisations chairman.

 

“In no way was this meant to be offensive to anyone,” ATP executive chairman and president Chris Kermode said at a prescheduled news conference for the tournament. “The intention was to mix the heritage of Milan, of fashion. Unfortunately, the execution was unacceptable. We apologise and I can assure it won’t happen again.”

 

It’s hard to know exactly who to feel most sorry for. The increasingly uncomfortable looking young players, the poor models having to behave in a manor dreamt up by some marketing person’s wet dream, or the sport of tennis in general that’s been made to look horrendously out of step.

 

Whatever the rationale and apology, tennis cannot afford to be making such a racket. In a sport that’s been accused of having a sexist attitude in the past, this is an unforced error it needs to turn to its advantage and break the attitudes of some of those in charge.  

These Digital Billboards From McDonald’s Change Depending on How Bad the Traffic Is

traffic-jam-mcdonalds-PAGE-2017.jpgGetting stuck in traffic at the end of the day sucks, which is why McDonald’s hopes some new creative ad targeting will get you to pull over at a nearby restaurant and pick up a hamburger on your way home.

The fast-food chain and Leo Burnett are running an intriguing out-of-home campaign in the U.K. that targets drivers on busy highways at peak times of the day. Digital billboards placed alongside the road feature a Big Mac when traffic is light, but once it starts to build, the creative switches to McDonald’s familiar golden arches with copy that reads, “Stuck in a jam? There’s a light at the end of the tunnel.”

“Simple, tantalizing, recognizable product shots stimulate the appetite during fast-flowing traffic, while longer contextual copy lines run during heavy, slow-moving traffic, acknowledging the delays to deliver a relevant and powerful call to action,” said Dan Dawson, chief technology officer at Grand Visual, an out-of-home company that helped produce the campaign along with OpenLoop, which monitored real-time stats from Google Traffic API to determine which creative would be served to which billboard.

McDonald’s Launches Tantalising Data-Driven Roadside Campaign

McDonald’s has today launched Traffic Busters, a unique roadside campaign that uses traffic data to automate contextual messages, aimed at tempting drivers to visit their nearest McDonald’s restaurant. The nationwide campaign reacts to the speed of traffic at each location to deliver tactical messages across premium roadside billboards from 6 th –15 th November.

Created by Leo Burnett and produced by Grand Visual, the campaign features tantalising shots of McDonald’s most well-loved burgers, fries and shakes, but when congestion levels rise, and traffic slows, the creative switches to display the brands iconic illuminated golden arches with the simple, relevant, call to action: “Stuck in a jam? There’s a light at the end of the tunnel”.

The media was planned and booked by OMD and Talon and spans multiple screen formats across 10 key cities and spanning 7 different media owners. The dynamic campaign is managed and distributed through QDOT’s digital OOH ad tech platform OpenLoop. OpenLoop analyses real-time data from Google Traffic API and triggers the relevant geo-targeted playout of content to each roadside location.

Katie Parker, Head of Marketing, at McDonald’s, said:

“This data-driven digital OOH campaign uses traffic speed to contextualise copy, reaching drivers with targeted and tactical messages that tap into their mindset in that moment.”

Dan Dawson, Chief Creative Technology Officer at Grand Visual, added:

“This tactical campaign is a great use of the medium. Simple, tantalising, recognisable product shots stimulate the appetite during fast flowing traffic, whilst longer contextual copy lines run during heavy, slow moving traffic, acknowledging the delays to deliver a relevant and powerful call to action.”

Helen Saffer, Business Director at Talon commented:

This campaign is the perfect example of Talon’s smarter as standard approach to planning, fitting seamlessly with how the client and agency want to use media and push the boundaries. Using relevant data we hand selected key sites on the busiest roads in the UK. Through smart use of data we have used Digital OOH to the best of its capabilities to ensure a contextual, striking and relevant message for consumers.

The post McDonald’s Launches Tantalising Data-Driven Roadside Campaign appeared first on Grand Visual Creative.

Google Launches Data-Driven Roadside Campaign to Promote Google Pixel 2

Google is launching a tactical, data-driven digital OOH campaign to promote its second-generation smartphone, Pixel 2. The campaign uses location, audience, traffic, and moment specific data, to run contextual messaging across road, transit, and retail locations in a nationwide push from 6th November – 18th December, followed by a Christmas specific push which runs through to 31st December.

Created by BBH and produced by Grand Visual, the campaign highlights 5 key features of the new Google Pixel 2; Assistant, Lens, Storage, Battery, and Camera. The campaign brings each feature to life by responding to conditions at each location to trigger the most appropriate feature in that moment and to contextualise creative at a city and even fashion, food or nightlife hub. The campaign also takes into account, traffic delays, time of day and key dates such as Bonfire Night and New Year’s Eve to provide relevance in its messaging.

On Friday night, for example, digital billboards close to nightlife hotspots could ask “Did my nightlife just get brighter?” whilst displaying the Pixel 2 with low-light camera. Alternatively, heavy traffic at roadside and transit locations could trigger creative for Google Assistant and query “Could it win me points for punctuality?” with an image of someone running for transport. All photo imagery used in the campaign was shot on a Pixel 2 and taken by fashion and food influencers.

On London bus lines, digital, geo-targeted side panels will display messages such as “Pixel 2, now at an EE store in Hackney” will display and adjust depending on the neighborhood or particular landmark the bus is passing.

The media was planned and booked by OMD and Talon and spans 8 cities and 7 different media owner inventories. To enhance the contextual relevancy of the campaign, artwork is dynamically triggered through OpenLoop which integrates traffic, rail, time of day, and location data, and automates the delivery of specific creative when predefined conditions are met.

Dan Dawson, Chief Creative Technology Officer at Grand Visual, said:

“Using data to inform digital OOH creative keeps messages targeted and useful throughout the consumer journey. By exploiting the context effect, Google has created a compelling call to action that is aligned with the consumer mindset.”

The post Google Launches Data-Driven Roadside Campaign to Promote Google Pixel 2 appeared first on Grand Visual Creative.

Sainsbury’s Autumn Digital OOH asks What’s for Dinner?

To herald the beginning of Autumn, Sainsbury’s released a smart linear digital OOH campaign, targeting commuters and shoppers on their way home. To encourage people to stop at Sainsbury’s, the campaign drew on the anticipation and excited conversations that revolve around what to eat for dinner.

The campaign ran predominantly in high footfall commuter areas including shopping centres and along rail platforms and was designed to show two friends, family or loved ones texting about dinner.

By running a smart linear campaign, Sainsbury’s was able to use intelligent scheduling and contextual creative to better target potential customers.

Planned and booked by PHD and Talon and produced by Grand Visual, the digital OOH ran from 27th September through to the 10th November.

Additionally, Sainsbury’s ran a dynamic digital OOH campaign for their retail brand TU. The campaign matched the latest styles to real-time weather conditions. The Autumn variant was an updated version of their fashion industry-first, weather activated campaign which ran in Spring.

The post Sainsbury’s Autumn Digital OOH asks What’s for Dinner? appeared first on Grand Visual Creative.

This Week: Four Pillars of SEO, Facebook Ads Targeting, and Smarter Content

Hello and Happy Tuesday!

This week in Internet marketing, we’ve gathered some of the most impressive and original articles from across the web. We’re looking at the four pillars of an effective SEO strategy, as well as Facebook ads targeting options, and steps to make your content smarter. We’re also looking at reasons to invest in professional web design, and why your business needs pay per click.

The Four Pillars of an Effective SEO Strategy

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In this article, Marcus Miller simplifies search engine optimization (SEO) by breaking this buzzword down into four pillars. These pillars include technical SEO, on-site SEO optimization, content, and off-site authority building. Focusing in on off-site authority building, Miller says to “make sure you are building the kind of real links that make sense in the real world” and to “ensure you have content that deserves to rank and deserves to be linked to.” Content and SEO work together and should not be treated as separate silos, and this frame of mind will keep your SEO strategy strong.

4 Powerful Facebook Ads Targeting Options

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Did you happen to log onto your Facebook today? How long did you spend scrolling down your News Feed? In this article, Susan Wenograd explains how you can take advantage of the time users spend on Facebook and look at a few of the most powerful targeting options. These options include video behaviour remarketing, lead ad engagement, page engagement, and Instagram Business profile interaction. Susan encourages you to test out these options and strategize around them so that you can make the most out of the data that Facebook ads can provide.

5 Steps to Making Your Content Smarter

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In this article, Jim Yu sums smart content up to be discoverable (easily found), optimized (from point of creation), and profitable (measurable). Without smart content, brands are wasting time spitting out content that never sticks online and doesn’t serve a greater purpose. Smart content is about understanding who your target audience is, knowing what your target audience wants to read, developing SEO-enabled content, measuring your content, and improving the effectiveness and efficiency of your content.  With these steps, Jim Yu explains that you will be able to produce content that delivers the results you’re looking for.

5 Reasons For Every Company To Invest In Professional Web Design

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If you’re looking for a web design that delivers great ROI, then your best bet is to invest in a professional web design. Team Tech Tree encourages any business owner to bite the bullet and invest in a great website for a few reasons including improving visibility and reach, saving time and money, creating business value, delivering customer service, and more! This article explains that as an entrepreneur, a website will save you time and money in the long run as you essentially have your store open to the public 24/7. A website will also show you data about your target audience and your online customer that you wouldn’t normally have access to.

Reasons Why Your Business Needs Pay Per Click

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If you aren’t familiar with pay-per-click then you are missing out on a huge audience that might not know your business exists! Pay-per-click is a form of advertising where you pay each time someone clicks on your ad. CXOtoday News Desk outlines a few reasons why your business needs PPC, one of them being on-target reach. PPC allows you to target the customers you’re looking for online and tell exactly where your money is going and who is clicking on your ads. With this data, you’ll be able to optimize your PPC strategy and target your ideal customer over time.

Check out these additional articles for more Internet marketing news!

Beyond Google Analytics: 10 SEO Analytics and Reporting Tools 

3 Strategies for Maximizing Your Website UX

The Numbers Behind Content Marketing: Essential Statistics for 2017

The post This Week: Four Pillars of SEO, Facebook Ads Targeting, and Smarter Content appeared first on The TechWyse ‘Rise to the Top’ Internet Marketing Blog.