Archive for ‘Advertising/Marketing’:


Breaking Up With Your First Job

Monday, August 22nd, 2016

By Kiley Herndon*

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Upon graduating from college, you will be on a desperate hunt for a job. You will likely search high and low for something in your field and interview so many times you wonder if you are starting to speak in gibberish about your experience and accomplishments. If you are like most recent graduates, you will end up with a job you took just to have one and questioning if what you studied so long and hard for was even what you wanted.

Have no fear! Better things are on their way.

Here are some things you will want to do at your first job that will help you prepare for the next one:

Always offer to help.
In your first job, you will likely not be given enough tasks to keep you busy right off the bat. New coworkers need to get use to having you around and figure out how it is they can utilize you best. So when you hear a coworker say they need something done but don’t have time, speak up and offer to help out. When there is a task that needs accomplished, offer to do it. Then, when it is time for you to take that job you always wanted, your coworkers will realize how useful you have been…and be a great reference

Always keep track of your contacts.
In college, you have likely met with a lot of really great people and gotten a lot of business cards. Keep in contact with them! Mentors are a great source of advice and jobs. Knowing someone will always speed up the hiring process.

Always focus on the end goal.
While you may be working a job that you don’t want to make your career, you can’t forget what you want in the end. If you want to do social media, but can’t get a job without experience – volunteer to do social media for a nonprofit. Blog for companies that need writers. Keep up with social media trends to make a cover letter stand out with your extensive knowledge.

Always keep up with the field you want to work in. 
Companies want to know that you are passionate and knowledgeable, especially considering your age and inexperience, so show them you know your stuff. You will undoubtedly be asked in interviews how you keep up with trends, what blogs you read, or something along the lines of inquiring whether or not you are just working or if you are learning and evolving as a professional. Experience is great, but passion is the icing everyone wants on the cake.

Always apply.
You never know what job you may think you aren’t experience for, but that actually want someone just like you. You may also interview for a job, not get it, but then be called back later!

Ending your first job will be hard, even if you don’t enjoy it. Like any breakup, leaving your first job will be like the end of a bad relationship – you know it is time to go, but all you can remember is the good. Just don’t forget that you must think of the future you in five, ten, or twenty years and where that person will be and ask yourself if you are helping to get there.

Most importantly, don’t forget to leave on good terms. Although this first job wasn’t ideal, the connections you made are vital to that future you. Give two weeks notice, if possible, organize your materials for your replacement, write-up a brief overview of what is yet to be done, if needed, and make sure everyone knows how appreciative you are of the experience.

Even if you can’t see the effect, your next employer will see your experience in your attitude and confidence that only a first job will provide. Your first job helped to break you into the corporate world that you thought you knew and helped you to learn the dynamics of a full time employee. Say thank you.

*Kiley Herndon is a recent graduate of Southern Illinois University Edwardsville. She graduated with a degree in English and Applied Communication Studies. SIUE prepared Kiley to take on a job at Madison County Transit and then transition to her current role at the Chess Club and Scholastic Center of St. Louis. Her biggest accomplishment is securing a job post-college and moving into her first apartment in the city. 

Confession of a Social Media Consultant

Wednesday, May 25th, 2016

By Brad Wester

secret-1142327_960_720 I’ve been a freelance social media consultant for several years, and I have a confession to make.

The power of social media is a myth.

You know that great idea you have for your next Facebook post? It’s probably worthless. I’m not trying to be harsh, and I’m not saying you have terrible ideas, but take a moment to think about it. How many people are going to see that post? Hint: not enough.

In 2015, Facebook organic reach dropped from an average of 12% to under 6%. This trend has continued in 2016. Facebook’s organic reach is low and continues to drop. Reaching less than 6% of your audience isn’t powerful. It’s time to stop posting and hoping for the best. It’s time for a plan.

The power of social media has always been a myth. The true power is in the planning – it’s in the development of a social media strategy.

Posting on social media without a strategy means your posts may be missing your targeting audience. You may be posting at the wrong times, creating the wrong content and using the wrong call to actions. You could be using improper tracking methods or relying on the wrong metrics to show success. Without a social media strategy, you’re at risk of wasting time and energy that could be spent more effectively on other parts of your business. You may even be hurting the future success of your Facebook page due to poor performance now.

Having a fully developed social media strategy is essential and should include the ability to track and analyze data in each step. Tracking data will allow you to determine what social networks you should focus on, what type of content is most effective, if it’s more effective to create a wide variety of content, simply promote high performing content to a larger audience and even how much you can afford to spend on promoting your high-performing content.

More social networks, including Instagram and Snapchat, are creating algorithms to determine what content to show users. These algorithms will continue to decrease organic reach and increase competition, driving up the cost of effective social media marketing. Developing a social media strategy will help you rise above your competition.

It’s time to stop posting and start planning.

 

Byline

Brad Wester is a freelance digital marketing consultant specializing in helping small businesses create engaging online experiences that generate leads and drive sales. Follow Brad on Twitter: @wester_brad.

Transformation Influencers: Rust-Oleum’s 1,000 Projects Campaign

Wednesday, December 3rd, 2014

There are more than 100 million searches each month on “how to” do something. Rust-Oleum, a nearly 100 year-old company, came to the realization that people aren’t really passionate about products as much as they want to change and improve their living spaces, creating something beautiful that they can enjoy.

Photo: Pinterest Screenshot

Photo: Pinterest Screenshot

With the insight that people want to improve and/or change what they love, Rust-Oleum (along with its agencies) set out to create 1,000 compelling projects to serve as inspiration and demonstration to consumers. Leveraging paid media and using data driven marketing to share a transformation story through images and video, they empowered bloggers and every day influencers to share their own inspiration stories, in turn driving awareness and a new excitement—a re-introduction of sorts.

Lisa Bialecki, Senior Director, Integrated Communications at Rust-Oleum, shared their journey with attendees of PRSA St. Louis’ recent Digital Communications Summit.

They conducted fast data analysis to identify exactly what people are searching for and where they’re looking to find this information. Using this research data, they created a blueprint of projects that they needed to create and feature—for example, 14% of the project would be devoted to the garden tackling things like planters, fences and stones, while 5% would be devoted to garage revamping items such as cabinets, hardware, organizers and the garage floor.

Their strategy included media partners, consumers, professionals and brand projects. Rust-Oleum created “an army of project enthusiasts,” Bialecki said, leveraging volumes of content–using print, blogs, web, video, Facebook and Pinterest. They also hyper-targeted banner ads to their audiences and created a new website for project inspirations with a user forum section—creating a community.

But it wasn’t just all traditional print, social media and digital. Rust-Oleum hosted DIY conferences. They held multiple blogger innovation summits in an effort to generate excitement for these bloggers to write about new products. One such summit included 18 highly influential DIY bloggers (from 15 key blogs) over a three-day period. During the summit, they took them on a manufacturing plant tour, a corporate headquarters breakfast and tour which included a marketing studio “hands-on” session. Through these “in real life” events, they were able to build a stronger awareness of new products, strengthen existing and build new blogger relationships.

This integrated PR campaign not only supported Rust-Oleum’s retail marketing but has resulted in 250 million project impressions to date and 3 million project engagements. Pinterest has become their number two driver to the website. Most importantly, unit sales are up 40% year-over-year. This is a great example of PR, marketing, advertising, digital and social successfully working together!

Cross the Generational App Divide by Discovering Improvement Points

Monday, October 13th, 2014
Generation Gap Apps BurrellesLuce Fresh Ideas Public Relations PR Software media monitoring press clipping

flickr user Jason Howie under CC BY

It happens all the time: older generations just don’t get the latest gizmos kids these days are using. What doesn’t happen every day is when there’s a conversation about it in an editorial space and the publication makes that conversation public.

That’s what news site Quartz did last week. In talking about payment app Venmo, writers under 30 said they used the app all the time and that they and their friends found it incredibly useful. The response from the over-30 crowd: “Why?!”

Venmo allows users to pay their friends for split checks, rent, whatever. The fact that one of your friends paid another can show up in your feed, like social media, or the payments can remain private. The over-30 participants in the chat remained bewildered as to why under-30s would want such information shared and why they would connect their bank account with an app in the first place.

As an under-30 myself, I’d never heard of Venmo and would probably never use it. But the over-30s in this conversation missed a crucial point, one that is frequently missed when talking to and marketing across generations: It doesn’t matter if you don’t get it, because people use it anyway.

In August The Atlantic published some findings about the most popular apps by generation, and while everyone’s top apps include Facebook and Pandora Radio, there’s a surprising (or not so surprising) difference between age groups. People over 55 play solitaire and use Yahoo! Mail, people 35 to 54 use Viggle and still play Candy Crush, users 25-34 still use Skype and have the highest Netflix usage, and people ages 18 to 24 use Kik Messenger, Snapchat, and Ifunny :).

This makes plain what most people would expect: Just as different generations respond to different words and messaging, they use different apps and interact with their smart phones differently. The Quartz discussion makes clear that for public relations pros and marketers, it’s important not to get caught up in thinking “why would you use that?” but instead to focus on the facets of popular apps that draw in users of specific age groups and leverage that understanding to reach an ever broader audience.

The most important thing to focus on is what does the app improve? Most apps that resonate with users will improve an existing procedure. Kik allows you to message your friends while also browsing news and games. This improves chatting by not forcing users to switch apps all the time. Venmo makes it easy for kids who don’t like to carry cash to easily and immediately pay each other back.

You might not be an app developer, but analyzing app use across generations can help you figure out what users and generations value and then speaking to those values.

Your Guide to Style Guide Apps

Thursday, October 9th, 2014
Guide to Style Guide Apps BurrellesLuce Ellis Friedman Public Relations PR Software Media Monitoring Press Clipping

screenshot of The Writer’s style guide app

One of the keys to consistent messaging and brand voice is having an in-house style guide, even if that guide is just plain ol’ AP style. The drawback to style guides is that, frankly, few but the wordsmiths reference them and they’re not always super accessible (who wants to carry around AP Stylebook or wade through docs to find the in-house guide?). Luckily, there are apps for that. In searching, we only found three of them, but they should be able to at least cover your basics. Here’s our mini-roundup of style guide apps.

AP Stylebook 2014

AP style is the stalwart style guide of newsrooms and the jumping-off point for most corporate style guides (at least in my experience). If you don’t want the bulk of the old-school paper version, AP has you covered with their iPhone app, though at $24.99, it costs more than the paper copy.

The app covers all your favorite spelling, grammar, punctuation, usage, and style guidelines and includes audio along with phonetic pronunciation guides.

The Writer’s Style Guide app

This new (and free!) Android and iPhone app puts a lot of your most burning language and usage questions right next to your Facebook app. It’s got plenty of handy entries about hyphens, ampersands, and more, but be aware that it is its own style guide and is British (for example, they prefer the British “per cent” over the American “percent,” and both of them over “%”). But it’s got great information, a section where you can input your own writing for a readability analysis, and even a fun writing trivia quiz.

APA Reference Guide

APA, aka the American Psychological Association, has its own manual of style, and its own app ($2.99) of the manual. OK, this one might not be as immediately helpful to public relations pros, but the style guide is used by a number of scientific and academic journals and textbooks.

Do you have another writing or style guide app you use?