So, it turns out, making the sausage isn’t that interesting to regular folks. Maybe not literally, but statistically speaking, no one is watching The Pitch.

AMC’s “reality” show about ad agencies battling it out for business was obviously supposed to capitalize on the popularity of Mad Men, but it seems what people like about Mad Men isn’t the advertising. To watch it live and follow the Twitter feed for The Pitch, you’d think that it must be the most compelling thing ever – until you realize virtually everyone Tweeting is some kind of marketing professional.

Compartmentalizing myself as TV fan instead of an ad guy, I’d say it’s pretty good TV. Some episodes are more nailbiting than others.  After airing the “Sneak Preview” starring WDCW and McKinney, I suspect some focus groups demanded we get more intimate looks at the downtime and personal lives of these modern day Don Drapers and Roger Sterlings. Which was a huge mistake. What’s more interesting – seeing how the germination of an idea can flower into a cultural touchpoint, or watching someone make stir fry with their boyfriend? Bad call, suits.

Devon Suter
VP, Executive Creative Director

After 18 years, accessing the Web on your computer is no longer king.

In the beginning, Web 1.0 (companies founded in 1994-2001, like Netscape, Yahoo, AOL), introduced an easily digestible means to surf the internet. Google emerged as the top search engine that organized all the data on the Web (better than Lycos, AskJeeves, and AltaVista). Amazon consolidated e-commerce into one easy, accessible place. Novice Web surfers were able to access and find more of what they wanted when connecting to the internet.

With the surfacing of social-based companies in the early 2000s, connecting to peers became the top priority, and Web 2.0 was born. Sites like MySpace (for music), Facebook (for friends), LinkedIn (for professionals) evolved how users surf the internet, and online social communities allow users to generate their own content and share with, well, the world.

Erik Qualman’s book Socialnomics continues the path that the famous YouTube “Shift Happens” video established. This 2011 “Shift Happens” update explains the ever-growing popularity of social communities. As Qualman states, “We don’t have a choice on whether we DO social media, the question is how well we DO it.”

But even Web 2.0 is fading. And no, there will not be a Web 3.0.

Instead, surfers are moving from Web to Mobile. Companies created after 2010 are approaching the world differently. Many of them approach mobile smartphone applications prior to developing their company website. Some, like the popular Instagram (a photo-sharing app), are exclusively offered on mobile devices based on the premise that consumers would rather use a mobile application when sharing pictues. Companies from Web 1.0 (like Google) or Web 2.0 (like Facebook) can try to adapt, but Google Plus didn’t launch until 10 years after Web 2.0 began, and it’s not very exciting. And the way Facebook was slow to generate a mobile application, it isn’t adapting much better.

As time goes on, it’s possible that sites such as Google and Facebook may also be fads of the past—especially if Siri is the new “go-to” for Web searches and locating our friends. Is your company staying on top of the way consumers and prospects want to connect with your brand?

RIP Web. Bring on Mobile – and the next invention.

Jonathan Ginburg
Account Supervisor

As many of my coworkers can assume from my colorful desk, I am obsessed with television shows and movies.  I have memorabilia from current shows such as True Blood and Project Runway as well as from classics such as I Love Lucy displayed proudly.  So when one of my coworkers suggested GetGlue as a new form of social media, I gave it a shot.

GetGlue is very similar to Foursquare with Check-Ins; however, the user checks in to different television shows as they watch them.  The user then has the opportunity to comment on the happenings of the show with other users.  While I am getting used to another form of social media in my life, I have to say that from a marketing standpoint, GetGlue is pretty genius.

It has been a bit tricky getting into the mindset of checking in to shows as I watch them, but it’s actually getting me into the habit of watching the shows live.  And this is a great opportunity for television networks and advertisers. Currently with DVR, online streaming, and mobile, fewer television shows are watched in real time. GetGlue provides an outlet for viewers to engage themselves with other fans of the show.  Not only will users want to watch the show, they feel a sense of community even though they may just be in their homes watching the television.

GetGlue is definitely attracting fans.  In 2011, there were 100 million check-ins, and the site has grown to have more than 2 million users.   A majority of these users fall into the 18-34 demographic, which is coveted by advertisers.  And many television networks are taking notice.  GetGlue has partnered with many different broadcasters to promote the shows.

Another fun element of GetGlue that fuels engagement is the GetGlue stickers.  When a user checks in to a particular show, they receive a virtual sticker on their profile page that they can share on their Facebook or Twitter pages.  Once a month, users can get actual stickers mailed to them.   My coworker who talked me into GetGlue actually gave me one of her stickers, and that sticker prompted me to check the site out.

Not only that, but now the stickers can carry monetary benefits.  Due to GetGlue’s partnerships with different companies, the stickers can sometimes act as coupons or discounts.  For example, a few months ago Gap offered a 40% discount to be used at Gap stores for GetGlue users that unlocked certain stickers.

GetGlue has become both a built-in promotional platform for television shows, and also a tool for users to recommend shows and engage with other fans.   How can you generate engagement for your brand?

Angie Ahumada
Account Coordinator

The successful execution of any ad campaign depends on the dedicated effort of your team and the strength of your vendor partnerships.  It takes time to form trusted relationships that you can rely on when crunch time approaches. You don’t want to rely on someone who is just taking an order.  You need someone who is willing to be vested in your success. I’ve worked on both sides of the fence, and here are five things that I found that can help change your vendor relationship into a true partnership:

1)      Planning – Get your partners involved early. Their expertise can be valuable when you are trying to come up with schedules, and they can help you to avoid production pitfalls.  No one likes surprises.

2)      Communication – Keep them informed on a daily basis if your project requires it. You can never give them too much information. Always keep them up to date on any schedule delays – a good vendor partner plans for the potential snags.

3)      Be Flexible – Things will happen that can potentially derail your plan.  If you stay solution-minded as opposed to concentrating on blame, you’ll be able to find a way to fix it quickly.   This can be when a partnership is solidified, so take advantage of the situation and make it a positive experience. Most importantly, try to keep your sense of humor.

4)      Follow Up with Feedback – Once the project is complete, make sure you pass on   the customer feedback you receive, which should include both the good and the bad.  Sit down and review what went right and what needs to be improved upon.

5)      Say Thanks – This should go without saying, but you’d be surprised how many people don’t take the time to do this. Send an e-mail thanking everyone for the effort.  This simple thing can go a long way in strengthening the partnership.

Tim Kedzierski
Production Manager

Twitter is a fantastic thing, and I could only begin to appreciate this once I became engaged with it. A year ago, I created my Twitter handle, @BrandonHolcomb1. Since then I’ve become a daily Twitter-er, albeit more so in perusing what others have to say and re-tweeting good content. Everyone uses Twitter differently, and that is my style, so I encourage you to dive in to find out how Twitter works best for you! As you get started, here are two pointers to help you get the most out of your Twitter experience.

DO NOT protect your tweets. – When setting up your account, you have the option to “Protect My Tweets.” Like myself, most Twitter rookies have experience with Facebook and automatically associate this setting to the common privacy practice of approving each friend request. These privacy settings are not the same. The definition of “Protect My Tweets” is, “If selected, only those you approve will receive your Tweets.” The whole purpose of Twitter is to be as viral as possible, so let your followers follow! You tweet, a follower re-tweets, many people that you do not know read your tweet, and it’s re-tweeted again. This process continues, and before you know it, your tweet has been exposed multiple times to an audience well beyond those who follow you, which creates among other things, more followers and more exposure of future tweets. If you’re not into being transparent with your personal life, surely you understand the value of brand exposure? Try tweeting to promote your work or place of business, as this leads to incredible exposure that can direct hundreds of people to your company’s website to find out how they can benefit from the services that you offer. This is one of the defining advantages of Twitter and the best way to get your thoughts, opinions, and promotions out to others you previously could never have imagined reaching.

Be transparent; you’ve got nothing to hide. – I was initially concerned about voicing my thoughts and opinions to a wide spectrum of people that included everyone from my boss to my best friend, and considered creating a “personal” Twitter handle for tweeting with friends and a separate “work” handle for engaging with coworkers and clients. Everyone is familiar with the idea of not wanting coworkers, parents, or ex-whatevers to see what you’re up to all the time, which makes sense for Facebook and its ability to create individual profiles and brand pages. However, with Twitter you want people to read your tweets, and if you only tweet about “work” topics, over time your followers will grow numb to your Twitter handle popping up in their stream. They’ll skip over your tweets due to your tweets being fairly predictable. As in life, the same holds true in Twitter-land:  to be interesting you’ve got to be multifaceted with different angles, opinions, and thoughts on a variety of topics. Let people know what you’re doing in your free time, when you’re working, what interests you now, what doesn’t interest you now, and what you like and don’t like. Be honest and transparent with your tweets, and you’ll naturally be more interesting to all followers!

Now get out there and create your Twitter handle… and follow me, @BrandonHolcomb1.

Brandon Holcomb
Account Executive

In my previous blog article, I explained how Pinterest can work for B2B businesses. If Pinterest is right for your business, how do you get started? How do you reach your audience and make sure your account is helping to convert those viewers and followers into clients?

Here are a few easy steps.

Create visual content that you think your prospects will find interesting. Choose things that speak to the culture of your business. Just like any social networking site, gaining followers is the key to building sustainability. Building reach can be done a few different ways:

1) Promote your Pinterest page using other social media sites.
2) Add a “Pin It” button to your website
3) Create unique boards on specific topics to reach those who are passionate about that certain topic. You can use keywords you already use in your SEO strategy, which can help your reach.

As with any marketing activity, you need to track and analyze your participation. Sites are popping up to allow a company to add analytics to their Pinterest site to measure the impact of it. Below are a few examples of those companies:

PinReach—Helps you understand activity, measure impact, and gauge your success.

Pinstamatic—Allows you to add calendar dates, Twitter profile links, sticky notes and websites to your boards.

Pinerly—Enables you to add a comprehensive analytic dashboard to your account. It graphically measures click-throughs, likes, and repins for campaigns created through the service, which makes Pinterest for business a good idea for brands.

Need more information? You can download this ebook from Hubspot: How to use Pinterest for Business.

Katie Rompel
Senior Art Director

This was going to be a post about how much I hate the little hashtags that appear on my television screen during some of my favorite shows. “More stuff on my screen to distract me from enjoying my show?”  I stewed. Aaaaargh! I mean who’s going to log into Twitter and tweet while watching a show? Why would a network want to take attention away from their programming? Once I calmed the irritated viewer in me, I thought about it from the other side.

In this world of more consumer engagement, advertisers and networks are looking for ways to connect with viewers. If a social campaign is done properly, it not only will ignite further conversation, but it will drive new viewers to find out what all the buzz is about. One example of this is Comedy Central’s Celebrity Roast honoring Donald Trump. As roasts go, it was a bit of a disaster, but it was trending heavily on Twitter afterwards, and that buzz prompted people who missed the show to go back and see what all the fuss was about.

Advertisers like Audi are starting to make hashtags a regular part of their advertising, like their ad for the Audi R8. Not surprising, considering Audi claims to have been the first advertiser to use hashtags in their advertising starting, with their 2011 Super Bowl spot.

Advertisers aren’t the only ones branching out. Networks are getting in on the action. Last spring, NBC started NBC Live, where viewers can interact and post comments while watching their shows. They can see posts from cast members, video extras and games.

This new era is exciting, and it is definitely here to stay. And, I think we will be seeing more of this type of social integration from companies. Some will do it well, some not so much. The companies that remember that “continuing the conversation” means you have something to say and something for people to talk about, will do well. Companies that are “social” just to be social may still find themselves being talked about, just maybe not in the way they had hoped.

Kurt Miller
EVP, Executive Creative Director

By Katie Rompel, Senior Art Director

What is Pinterest, and how can it work for my business?

Pinterest launched in 2010 and has been the fastest growing social media site to date. With more than 11 million visits each week, now businesses are trying to figure out how to be a part of the whirlwind.

Pinterest is a site where users can save, upload, sort, and manage images and video. Content can be found almost anywhere, from uploading your own personal photos or video to bookmarking an image from anywhere on the Web. The idea of the company was to “connect everyone in the world through the ‘things’ they find interesting.”

For businesses it’s important to connect the dots between a physical location or website and your Pinterest account, but avoid self-promotion. This can be tricky, but can be done by getting creative with the visual content. The goal is to gain brand recognition, drive traffic back to your website, and convert new visits to leads, or potential customers.

B2B companies can lack content due to the fact that they sell products or services that are difficult to represent visually. Then what’s the best way around that? You can create content that speaks to the company’s culture. Incorporate visuals from company events or blog articles that point back to that article. Also, you can add infographics or visual industry data. You can also request that customers pin images that showcase the lifestyle they enjoy because of your brand.

Here are nine ways to boost your business with Pinterest.

Is Pinterest right for my business?

Here is a great visual example to help you decide if your business should get an account.

Infographic: Should your business be on Pinterest?

Our office works in the b-to-b space and frequently with little-known brands in vertical categories.

As part of our strategic planning process, we conduct an audit of a client’s collateral and digital properties. Often, we discover that a client’s website has several shortcomings, and that’s a concern since the website is usually the first place a prospect, client, or influencer goes to learn about a company.

We have also found that some websites are dated-looking, or the content is not current. Many times, this results from having a small, local Web developer author the site, who uses a Content Management System (CMS) that is proprietary or insufficient. If the technology is not up-to-date, it becomes apparent after the first year. The site does not keep up with any behavioral propensities of the target audience – which are fickle and change very fast.

So what do you do? First of all, small, local Web developers can be quite good. It’s their job to keep up with the latest technology in design, development, and software, in order to keep their clients’ sites current. Some do this – unfortunately, many do not.

If you are in a vertical industry, with highly specific products and services, look to your IT folks to ensure you’ve got the best-in-class website for your category. Be sure the site is developed in the right code so that search engines can find it. Search marketing is a key element to making sure your various targets can find you. It is not a one-time effort – it has to be constantly looked at, refined, retested, and optimized.

When bringing on a new firm to help with refreshing your site, take the time to set the strategy for what is expected of the site. Find the right developer by issuing RFPs. Make sure the CMS you use is also subject to the same discipline. There are so many out there, it’s dizzying. But the right CMS will help keep your site relevant.

Nowadays, your website is the most important gateway to your company – keeping it modern, current, and relevant is not optional – it’s mandatory.

Rena Kilgannon
President, Dalton Atlanta

The marketing behind The Hunger Games perfectly blended traditional and online advertising to create tremendous buzz for the movie, which appealed to both fanatics like myself and people who knew nothing of the world of Panem.  The strategy definitely worked, as The Hunger Games made $155 million at the box-office this past weekend and beat multiple box office records.

In addition to traditional marketing methods, the movie also had an elaborate online campaign.  Here are some of my favorite online elements:

• A “Who Are The Tributes?” section on the film Facebook page.  Whenever an actor was cast as a tribute (a Hunger Games contestant from each of the districts), it would be announced via the page, giving the chance for fans to engage with each other, expressing their excitement or disappointment at the actor cast for the part.

• The movie trailer (which smartly omitted any footage from the Games in order to create a sense of intrigue) included a Twitter prompt that led fans to one of the movie’s websites: TheCapitol.pn. The site gave fans a chance to make digital ID cards much like the residents of Panem. (More than a million ID cards have been created.)  The ID cards gave the fans premier access to the site, including membership in one of the 12 Districts.

• A Tumblr site, CapitolCouture.pn, was created that focused on the costumes in the film.  This gave the fan a first look at the intricate costumes as well as background information on the backstory of the Capitol.

• The movie’s YouTube page, branded Capitol TV, hosts trailers, TV spots, and sneak-peeks.  There is also a section where fanmade videos can be added.  Capitol TV has had 22 million pageviews.

• A new movie poster was released in an unorthodox way.  It was separated into 100 puzzle pieces and dispersed among 100 websites’ Twitter pages.  Searching through Twitter, fans had to put the poster together by using Photoshop or printing and manually assembling the pieces.

• Lionsgate Studios partnered with Microsoft to launch TheCapitolTour.pn last week, an immersive site that shows a virtual tour of arriving at The Capitol. Fans can discover even more exclusive content and then post their experience to Facebook.

In what ways can you create a similar rabid buzz for your brand?

Angie Ahumada
Account Coordinator