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Visibility, Credibility, and Growth.

From media strategy to reputation management, we explore the trends shaping public perception and share the approaches that drive measurable results for growing brands.

Original Shows Within Social Media: The Newest Trend Millennials Have Ignited

As an avid social media user and communications student, I was intrigued by Time Warner and Snap’s June 19 announcement to bring shows from Time Warner brands to Snapchat users. According to the press release, “Under this new agreement, Time Warner will make a significant commitment to develop and produce shows for Snapchat from across its network and entertainment companies. These new shows will encompass a range of genres, including scripted drama and comedy.”

As I read about this deal, I began to wonder about the partnership’s potential impact on communicators and PR professionals. Communication managers are increasingly challenged by fragmentation. It used to be that nearly everyone relied on television, radio, newspapers and movies for entertainment and information.

With the rise of the internet and social media, the choices for entertainment are now vast. Consumers can stream programs and movies on Netflix, AppleTV or Roku, or they can spend countless hours on social media. Now, social media is on the cusp of evolving as rapidly as Facebook and Twitter, and Snap look to make a variety of new programs available to users. With this in mind, I decided to take a more in-depth look at Snap and answer some basic questions about its plans with Time Warner.

What content does Snap offer now? What is coming in the future?

Currently, Snap has three shows that air on Snapchat once per week. The different types of programming include: the reality show “Phone Swap”; “The Voice on Snapchat,” a behind-the-scenes show; and “The Rundown,” which features pop culture news.

According to the New York Post, by the end of 2017, Snap hopes to make at least 10 shows available. These will consist of drama, comedy and reality content, along with an animated series.

Why does Time Warner and Snap want to make this content available on Snapchat?

Time Warner wants to drive larger audiences to its shows, and increasingly younger people are forgoing subscriptions to cable. Known as cord-cutters, these people prefer streaming content online, and now want to consume this content on their mobile phones or tablets. Time Warner wants to reach these people, and with more than 166 million daily Snapchat users, Snap has the platform.

How is Snapchat differentiating itself from the competition?

Snap values the idea of keeping ads and videos vertical, which matches the format of its Snapchat platform. Snap concluded that many people who use other social media platforms dislike how ads are automatically formatted to play horizontally. Another unique feature of Snapchat is that users can swipe up while an ad is playing to either download the advertising company’s app, or to be directed to the advertiser’s website.

Finally, Snap has done its part on delivering a wide variety of consumer-friendly features to its users. Snapchat Geofilters and Snapchat Lens are global phenomena. Companies from all around the world are buying these Geofilters and Lenses to get consumers to interact with their brands in a new and unique way.

Geofilters, according to Snap, ”allow you to be where your product is bought, thought about, or consumed.” Geofilters generally provide consumers with the name of the advertiser, and the location of where the filter is available. Some of the more popular Geofilters are the ones that include an iconic city name, or iconic brand name.

Snapchat also offers Lens (or Lenses, plural), which Snapchat claims “[are] the most playful and memorable way to increase awareness, on a massive scale.” This feature is much more interactive and made for a more general market with little geographical constraints. Anytime a new Lens is available for use, it is can be available to millions of Snapchat users. If brands use Lens effectively, their promotions can go viral and generate awareness with audiences that may not have been thinking of them.

One of the most popular campaigns using a Snapchat Lens was Taco Bell’s “Cinco de Mayo Snapchat Lens.” This broke Snapchat’s previous record for most viewed campaign. In just one day, over 224 million people had used the Lens, which trumped the previous record held by Gatorade, at 165 million views.

What type of editorial coverage did the Snap Time Warner announcement receive?

There was significant news coverage of the announcement between Snap and Time Warner. According to my analysis, more than 90 articles were published about the deal between June 19 and June 26. Many of the major publications, including New York Post, USA Today, Wall Street Journal, and CNBC to name a few, published articles about the deal and its potential impact on businesses and consumers.

Below is a small sample of some of the articles published:

For additional articles on Snap and Snapchat, please see these Communiqué PR articles.

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The Top 10 Most Influential Smart Technology Reporters

Recently, Communique PR completed a project with our client, Smartlabs Inc., a tech company specializing in electronic home improvement and automation. Recently acquired by Richmond Capital Partners, Smartlabs is the parent company of both Insteon and Smarthome.

According to CNBC, 80 million smart-home devices were delivered worldwide in 2016, which is a 64 percent increase from the previous year. With smart homes and other smart technology on the rise, we did some research to understand what journalists were saying about the subject.

While there are many talented tech reporters writing about smart-home technology, there are a few that stand out. These journalists have created some of the most engaging and informative content surrounding the tech industry and, in this case, smart tech. So, without further ado, here is our list of the top 10 most influential smart-technology reporters:

  1. Brian X. Chen, The New York Times – Chen writes a collection of stories about smart home devices and how to protect them from potential hacking. His article, Here Is How to Fend Off a Hijacking of Home Devices, is an example of this. Before joining The New York Times staff, this consumer technology writer was reporting on Apple and the wireless industry for Wired.
  2. Jayson Demers, Forbes – Demers is not only a contributing writer for Forbes, he also is the founder and CEO of AudienceBloom, a Seattle-based content marketing firm. According to his article, 7 Social Media Marketing Trends That Will Dominate 2017, he explains that with large, well-informed tech brands like Apple, Google and Amazon getting involved in the creation process, we should expect to see some major advancements in smart home technology coming within the year.
  3. Luke Dormehl, Digital Trends – This UK-based, “Cool Tech” writer has written for publications such as The Guardian, Politico, Wired, and others. His stories include information about new advances in smart-home systems and other new smart technologies that are produced. In Smart Home System Uses Predictive Algorithms to Warn of Impending Disasters, he describes automation systems to be helping our homes “get smarter all the time.”
  4. Lisa Eadicicco, Time – Formerly the tech reporter for Business Insider, Eadicicco is now the tech correspondent for Time Her pieces include compelling passages about smart technology, the new tools being used, and the ways that each gadget may be changing the industry. For example, her piece, The Creator of Android Has a Bold Idea To Fix the Smart Home, is interesting, as it explains the ways the smart technology industry is constantly sophisticating with every discovery that is being made.
  5. Steve Kovach, Business Insider – Previously the deputy editor at Tech Insider, Kovach is currently the senior correspondent at Business Insider and has made appearances on CNN, CNBC, MSNBC and many other networks. He incorporates the work of tech giants, such as Apple and Samsung, and explains their advances in smart home technology. Apple’s new HomePod sounds way better than the Amazon Echo is a good example of this.
  6. Sarah Perez, TechCrunch – Before becoming a professional blogger, Perez worked in IT across a number of industries, including banking, retail and software. Currently working as a writer for TechCrunch, her articles cover funding and other advances being made in smart-home-supported technology, such as her article, ai raises $11 million for a premium home automation system with a smarter AI.
  7. David Pierce, Wired – Pierce is a senior staff writer for Wired, covering personal technology. He writes about smart-home technology often and with gusto, like in his article, Forget the Echo. The Dot is the Most Important Alexa Device, where he uses engaging language to compare the two devices and makes an argument as to why buyers should consider the Dot over the Echo smart device.
  8. Taylor Soper, GeekWire – Soper typically covers emerging startups in Seattle and Portland, the intersection of technology and sports, and other tech-related news, however, his portfolio for smart-home technology is nothing less than impressive. His stories include information on tech giant, Amazon, and its Alexa device, as well as other smart devices being praised or reviewed in the industry. A perfect example of this is his article, Amazon’s Alexa smart assistant reaches 10,000 skills, up from just 1K in June.
  9. Hayley Tsukayama, The Washington Post – As a reporter, Tsukayama’s stories about smart technology are interesting because she ties current events in with the usage of these smart devices. She makes compelling arguments, like in her story, Google’s smart home hub is promising, but still a work in progress, where she argues that the technology, while making strides, has still got a ways to go before it is where consumers want it to be. This kind of perspective makes her content a must-read.
  10. Lance Ulanoff, Mashable – Ulanoff is the chief correspondent and editor-at-large of Mashable. Some of his work focuses on smart-home devices and compares them to their competitors. His recent article, Police: Amazon Alexa didn’t call 911, but it did call us about domestic dispute, tells of the revolutionary smart-home technology, Amazon’s Alexa, and the part that it played in a domestic violence case. This article, if anything, shows that smart-home technology can prove to be useful in more ways than one, when it comes to security in our homes.

So, if you’re looking for interesting content that resonates about smart technology, the work of these authors should be at the top of your list. As automation systems and the internet of things continue to grow and prosper, I am sure we will continue to see a progression in articles written by many of these and others who might approach the field with a new perspective.

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How to Successfully Join Political Conversations

Through various social media platforms, including Twitter, Facebook and LinkedIn, brands not only have an avenue to engage with customers, but a way to build a personality and express the brand’s values. And it doesn’t stop with brands. These platforms, along with opportunities to contribute content to well-established media outlets, enable executives to express their perspectives, interests and company successes, as well as connect and communicate with customers.

With increased connectedness and transparency, there is increased responsibility. Traditionally, companies and leaders have avoided joining political conversations in fear of alienating customers. However, that approach may now lead to the outcome they are trying to avoid. According to this study, when a “values-oriented” company took a stand, 24 percent of participants made unplanned purchases, but when the brand did not comment, failing to meet the expectation of the customer, the number of unplanned purchases dropped to 9 percent.

Luckily, brands and CEOs are becoming more open to the idea of speaking out. In 2014, 36 percent of global executives thought it was important to take a stance on policy or political issues. In just two years, that number has increased by 10 percent with 46 percent of executives from large companies preferring that companies speak out on issues such as climate change, gun control, immigration and LGBT rights. The number climbs even higher, to 63 percent, when considering CEOs that work with “world-class” organizations.

With the contentious political climate we’ve seen an increase in the number of executives and brands taking a stance on policy. While many have been praised for sharing their insightful perspectives or committing a brand to a promise that aligns with its values, there have been instances in which speaking out has not led to positive results. For example, the vice president of public affairs at New Balance publicly expressed the company’s objection to the Trans-Pacific Partnership, leading customers to boycott New Balance and even going so far as to share images of the shoes in the garbage or burning on social media.

Clearly, speaking out on politics can still present its issues, so when choosing to do so, do so in a thoughtful manner, be well prepared and consider all potential outcomes. Here are a few tips to contemplate when commenting on political topics.

  1. Make a clear connection between the brand and the policy. As seen with the travel ban, many brands and executives spoke out against it. However, when speaking out, the executives explained why they disagreed, many of them citing the companies’ inclusive company cultures and diverse, global workforces as some of the reasons for their strong objection. A clear connection will allow people, even those with differing perspectives, to better understand your desire to comment and the nature of your comment. In addition to watching larger policies and the resulting discussions, monitor the changing political landscape in your industry specifically to determine if there is an issue you feel passionate about, or that you are expected to comment on. It may not get the same pickup as the widespread policies; however, it will likely capture the attention of others in your industry, establishing you as a thought leader.
  2. Take action or offer a solution. To be frank, nobody likes to hear people whine. If you plan to speak against a policy, explain a proposed change or solution. Help people understand your logic by illustrating different ways to approach the situation. Or, if the situation is more white and black, show how you plan to commit your brand to follow the company’s values despite the current landscape. For example, in June, President Trump chose to withdrawal the United States from the Paris Agreement, yet 30 mayors, three governors, more than 80 university presidents and more than 100 businesses are negotiating directly with the United Nations to show their commitment to sustainability efforts and maintaining the standards of the agreement. Michael Bloomberg said they are “[doing] everything America would have done if it had stayed committed.” This action clearly demonstrates the dedication and values of these cities, organizations and companies. They are talking the talk and walking the walk, likely earning them more respect from potential audiences.
  3. Stick to your messaging. As with any topic, have clear, concise messaging prepared. This is especially important in situations that involve commenting on politics, as you are more than likely to receive negative feedback and hear from audiences that disagree with your position. In addition to this, political conversations tend to get emotional, so having messaging (and some supporting evidence) to fall back on will ensure that all of your statements are thoughtful and effective, leaving a lasting impression on your audiences.
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How to Fight Off That Su-Su-Summertime, Summertime Sadness and Keep PR Activities on Track

OK, I’ll admit it – as I’m typing this blog post right now, it’s a gorgeous, sunny, 70-degree summer day in Seattle and it’s taking every ounce of self-control I have not to get distracted by the clear blue sky outside my window.

Summertime can be a productivity challenge when it comes to keeping activities on track, especially for PR professionals. During vacation season, it can be tough to navigate the slew of out-of-office emails from colleagues, clients and reporters – just as one person returns from their family reunion, another one heads off for a week at the beach – which can leave approvals, projects and campaign momentum in a lurch.

It’s easy to suggest that in today’s always-on, always-connected world that workers simply check in “periodically” during vacations in case there are urgent issues. I, for one, am the absolute worst when it comes to shutting off work and truly unplugging on vacation. This is neither a realistic nor a particularly humane suggestion. We deserve our vacation time and the chance to unplug, even if for a few days.

Given that, below are some tips to help keep your PR activities moving along during the dog days of summer:

Make the most of meetings. We get it – no one loves meetings, but especially during vacation season, they’re critical to pinning down decision-makers and getting things pushed through as much as possible. If you have key announcements, launches or content being developed over the next few weeks, make sure you get the necessary approvals, materials or resources you need as far in advance as possible. There’s nothing worse than starting a project only to have to stall it halfway through because a key component is missing due to a contact’s vacation schedule.

Adopt a “Help Me Help You” attitude with media. This next suggestion is a bold, crazy one (sarcasm alert): Consider actually speaking with your media contacts about their priorities and areas of interest. This isn’t about pitching your client or your business, it’s about checking to see what’s on their radar for the second half of the year – what are the trends they’re following and those they’re fed up with? Not every journalist or editor responds to these types of inquiries – they have deadlines and upcoming vacations of their own to manage – but for those that do, it’s an opportunity to build those relationships and act as a resource rather than a pitching machine.

Think beyond your “usual suspects.” It’s a familiar scenario: You draft a compelling and tailored email pitch, and send it off to your press contacts, only to have several emails immediately bounce back with out-of-office notifications. There’s the option of waiting patiently until your usual contact gets back into the office, but why not take the opportunity to find someone new to reach out to? Update the pitch with a new angle and try another reporter – it might get you an intro briefing with someone your client doesn’t work with traditionally and builds up your network of media contacts.

Prep, plan, and propose. In the sunny, seemingly carefree height of summer, it’s easy to ignore those activities waiting for you in the fall and winter timeframe. If you have a launch or a trade show that you know is coming up later in the year, now’s the time to start strategizing and thinking creatively about how to make the most of it. Schedule an office brainstorm to identify creative pitch ideas or programs for your vacationing client that you can flag to them when they’re back in the office. Good client service in PR is grounded in a proactive and creative attitude.

Lest you spend your entire summer focused on work activities and client service, don’t forget to throw some actual fun into the mix. Here at Communiqué PR, our “Fun Fun Fun Committee” plans summer activities including staff barbecues, movie nights (most recently we saw “Wonder Woman”), and “National Take Your Dog To Work Day.” If you find yourself distracted and less-than-productive, break the monotony with an impromptu silly dance contest or something out of the usual.

Are you hanging in there this summer? How does your office stay focused when so much of the country is off on vacation somewhere? Let us know here in the comments.

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How Repurposed Content on LinkedIn Impacts SEO Rankings

I recently found myself in a Google typhoon, searching pages of results to answer one seemingly simple question: How does Google treat LinkedIn long-form content for SEO rankings? In particular, I was trying to determine whether or not republishing content, and linking back from one’s own blog to LinkedIn, would negatively impact the SEO value of both sites.

Through researching several articles, I learned one thing for certain: Google is constantly updating its rules around indexing and refining search algorithms to better match users with online content. Because of the constant changes, experts allude that even Google contradicts itself when discussing the subject, and after reviewing Google’s Duplicate Content rules, I can attest.

Once I confirmed that Google does in fact value LinkedIn content in SEO rankings – with help from two great articles: “Do LinkedIn Posts Affect Your Site’s SEO?” and “LinkedIn Update Adds 3 Keyword Tags to Posts for SEO” – I wanted to gain a better understanding around the topic of how republishing content and linking back from a personal or business website would impact SEO. Should someone forego sharing their article on LinkedIn to maintain their SEO credibility? Are the benefits of reposting content to LinkedIn worth sacrificing the SEO opportunity?

Luckily for anyone who has ever pondered these questions, it doesn’t have to be an either-or decision. While there is definitely a gray area around this subject and the opportunity for a complementary argument for one side or the other, it boils down to focusing on the quality of the content you’re posting. Taking this approach will eliminate the concern that you may be duplicating content, as well as avoid blundering your SEO ranking.

For instance, each platform has its own appeal and its own audience. Because of this, your strategy needs to be clearly defined. Instead of blasting the same content on every platform, it’s critical to take a moment and differentiate your content to cater to your audiences. Focusing on the quality of content in order to appeal to the appropriate audience will improve the reader’s experience and eliminate the potential of duplicate content.

Another element to consider when appealing to the platform’s audience lies in the length of the post. LinkedIn content tends to be shorter (typically around 600-800 words), making it ideal to access and read on mobile devices and tablets. Alternatively, blog posts and long-form articles can be more detailed (up to 1,000 words or more) and as such, most readers tend to access blogs at a desktop versus a mobile device. Tailoring content while maintaining high quality will be key to successfully giving your readers the information they want, on the device of their choosing.

Considering these factors, SEO ranking will not fall victim to reposting and linking back to the original platform, but will instead help enhance engagement, build thought leadership, and connect users with the content they need.

Check out these helpful blog posts and articles for more information on SEO and LinkedIn best practices.

If you are still feeling unsure about your content, you can submit your article to Google Search Console to be crawled before posting it on another platform.

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Let’s “Taco ‘bout” Taco Bell’s Success With Twitter

Since its 2013 social media crisis, when a photo of an employee licking a stack of taco shells surfaced online, Taco Bell has risen to be an exemplary – and often hilarious – model of a business that uses social media for customer engagement and that shows off its brand personality while doing so.

What did the Taco Bell social media managers do to achieve this success? The answer is almost too simple: They react on social media as if they were actually human – go figure! Unlike other businesses who respond like robots with automated responses, Taco Bell fosters authentic conversations between the brand and its customers.

With its engaging, conversational and personal approach to twitter, Taco Bell generates opportunities for consumers to build a connection with the brand. These opportunities, often found in the form of taco-related puns or memes, are usually “retweet”-worthy, leading to exponential exposure of the brand.

So what exactly are Taco Bell’s social media managers’ main tactics?

 

1. They encourage user-generated content.

 

Taco Bell has proven it values the content its customers produce. Lately, there has been an influx in students taking their senior photos at Taco Bell – so much so that Taco Bell has a portion of their website dedicated to celebrating them. Instead of posting pictures of highly stylized tacos with studio-perfect lighting, Taco Bell welcomes all (appropriate) photos taken by their customers. In the case of the tweet above, the simple act of retweeting silly senior photos not only generates positive PR by creating more exposure, it also gives recognition to whoever tweeted the photos and therefore inspires other users to engage with the brand in the same way.

 

2. They target opinion leaders and influences (such as celebrities):

 

https://twitter.com/acaciabrinley/status/335239874498154496

Instead of spending money on sponsored posts that many users ignore, Taco Bell has been known to send unique gifts with authentic, handwritten notes to its influential fans with strong social media presence. For example, Acacia Brinley Clark’s Twitter post about the custom Taco Bell ring she received went out to 749K followers – hitting a larger and more engaged audience than a blanket sponsored post likely could.

 

3. They respond to – just about – everything:

 

A tweet from heavy hitters like Michael Jordon obviously deserves a response, but what about all of the other “little people” out there in social media land like you and me? Taco Bell doesn’t discriminate. Timely and frequent responses to its customers’ tweets signal that Taco Bell prioritizes making their fans feel valued and important. Have you ever gone to a concert and afterward felt like you knew the artist personally? Taco Bell’s social media responses create the same effect. This personal connection may impact sales, but most importantly it fosters a positive interaction with the brand, something all marketers dream of.

 

4. They are innovative in new ways for user engagement:

 

The notion that “if you aren’t moving forward, you are moving backward” unquestionably applies to social media. Taco Bell succeeds in moving forward by creating unconventional ways to engage its online followers. For example, the #TacoEmojiEngine encourages users to tweet at Taco Bell with a taco emoji and an emoji of their choosing. Taco Bell then creates a meme, GIF or other photo mashup, almost instantaneously, to tweet back. The new emoji content generated by Taco Bell will likely be retweeted multiple times, expanding the reach and encouraging customer interaction with the brand.

 

It should be evident that a strong social media presence relies heavily on the ways in which consumers engage with brands. A surefire way to create personal connections and positive engagement is simply to be human. Consumers today value authenticity, and a business that can let their true personality shine on social media is a business that will be successful.

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