Posts Tagged "social media"

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IQ Spotlight: Shaun Hines, Art Director

IQ Spotlight - Shaun Hines

IQ is made up of a bunch of rockstars that make incredible work for our clients everyday. We want to give you a glimpse of what it’s like to work in IQ, so every other Friday we’re going to interview an IQ-er and let you get to know them better.

For the official record, what is your name and your title at IQ?

My name is Shaun Hines and I’m an Art Director at IQ.

What was your first impression of IQ?

My first impression was that it was a smaller agency that felt very comfortable with approachable, down to earth people.

Tell me about a project or accomplishment that you consider to be the most significant so far in your career?

Working on the Coca-Cola Freestyle website during my first job in the digital agency world. The project, along with the designers I worked with, really changed my design sensibilities and also allowed me to gain some amazing friends/colleagues in the process.

Tell me about the moment you knew this was the direction you wanted to pursue professionally.

This is actually a two-fold answer. I knew this was an area I loved when I was thirteen and I created my own fan page for my favorite shows long before blogging became popular. I taught myself Paint Shop Pro (before Photoshop) and HTML — and I just loved it. I wasn’t until my second year of college that I realized that this could be an actual career field for me and not just a hobby. So, I knew then that that was what I wanted to do.

What does “Creative Intelligence” mean to you?

To me, “Creative Intelligence” means having the skill and the taste for creativity, yet having the intelligence to decipher what the client wants and delivering work that everyone is satisfied with.

What is something you’ve learned in the last week?

I recently learned the truth about weather report percentages. When they say there’s a 40% chance of rain that means that 40% of the city will see the rain, not that there’s only a chance it might actually rain. MIND. BLOWN.

Quickfire:

Ice cream or frozen yogurt?

Ice cream.

Queso or guacamole?

Queso.

Instagram or Snapchat?

Instagram.

Manga or comic books?

Manga. No debating.

Paper & ink or tablet & computer?

Tablet & computer.

Now you know a little more about Shaun Hines!

Want to know more about IQ? Contact Us

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The Next Big Fight Won’t Involve Boxers

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The Next Big Fight Won’t Involve Boxers

Content Providers Fighting

Many people are saying the “fight of the century” between Mayweather and Pacquiao didn’t live up to the hype. But a new fight emerged in the aftermath, live video streaming apps Periscope and Meerkat versus content providers. And this fight should be highly entertaining.

It is estimated that hundreds of thousands of people watched this past weekend’s boxing match for free using these services. Sure the video quality was not HD and the audio was from whatever party was streaming it but the alternate broadcast was good enough for a lot of people. A lot of people who didn’t pay $100 a piece.

Let’s say that just three hundred thousand people worldwide watched via Periscope/Meercat. If those people had instead paid to see the fight that would have generated thirty million in revenue.  That’s ten percent of the overall fight’s purse. In a day when HBO and Showtime are still sending bounty hunters to bars to find illegal fight broadcasts, they aren’t going to leave thirty million just lying around. Even if the fight brought in revenues of at least four-hundred million.

But what happens when Periscope opens up an API? This situation is going to explode. Imagine a high quality GoPro camera live streaming a Taylor Swift concert via Periscope from the front row. Access and then monetization. A scalper gets their hands on a premium ticket and now it’s not about reselling it to the highest bidder, it’s about making money from live streaming from that ultra-exclusive location.

Twitter has a lot of friends in entertainment; friends that spend a lot of money within Twitter. And Hollywood uses/needs Twitter to make a lot of money for their TV shows, records, movies, and events. It’s going to be fun to watch both sides maneuver but the winners will be the artists and entertainers who figure out how to adapt and use the new technology to their advantage and elevate the user experience.

If you have questions about how to enhance your content using emerging technologies contact IQ.

Want to know more about IQ? Contact Us

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At IQ #weloveATL

The New Brass Ring: Trusted Knowledge Source

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At IQ #weloveATL

IQ #weloveatl

Atlanta is moving on up! We’ve got television shows like The Walking Dead, movies like The Hunger Games and musical legends like Outkast. Aside from this, we’re also home to countless neighborhoods of unique cuisine and street art that paints the city. It’s no secret that Atlanta is becoming a major cultural hub, and not just in the south but across the nation.

So with all this thriving culture, it’s no wonder our city inspires us to make great work with a talented group driven by creative intelligence. That’s why this month, we’re focusing on the city IQ is proud to call home.

We’ll be sharing some of the things we love about Atlanta with the #weloveATL tag on the blog and in our social media channels, and we encourage you to share yours too.

Here’s to you, Atlanta. Let’s keep it awesome.

Want to know more about IQ? Contact Us

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How Facebook’s New Algorithm Impacts Brands

IQ Spotlight: Corrie Smith, Sr. Account Director

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How Facebook’s New Algorithm Impacts Brands

Brand impacts of new fb algorithm

On Tuesday, Facebook announced changes to their News Feed algorithm. We’ll overview how these changes affect marketers and brands and what they can do to be successful, but first: the changes from Facebook.

“Previously, we had rules in place to prevent you from seeing multiple posts from the same source in a row. With this update, we are relaxing this rule.”

“The second update tries to ensure that content posted directly by the friends you care about…will be higher up in News Feed so you are less likely to miss it.”

“Lastly, many people have told us they don’t enjoy seeing stories about their friends liking or commenting on a post. This update will make these stories appear lower down in News Feed or not at all…”

How will these changes affect brand page reach?

More posts from friends and more posts from the same source mean less room for brands. Additionally, brand pages will see less activity generated from users engaging with brands because that content will be served up less often to users.

Facebook tries to keep brands from freaking out by saying:

“If you like to read news or interact with posts from pages you care about, you will still see that content in News Feed.”

But we know what this really means.

The window of opportunity for brand content to be served in the News Feed just got more competitive and more expensive.

“The impact of these changes on your page’s distribution will vary considerably depending on the composition of your audience and your posting activity. In some cases, post reach and referral traffic could potentially decline.”

If that sounds vague, it’s because it is.

Will your reach go up, down, or sideways? For the reasons we outlined above, you can go ahead and bet the farm on declined brand reach.

So, what should we do? Two things:

1) Only publish truly engaging content. 

Does it create an emotional response? Meaning, is the post relevant, funny, clever, beautiful, interesting, or create desire or action? Facebook even reminds us in their announcement to post “things that people find meaningful.” Commercialized content has no place in the News Feed.

2) Increase your Facebook budget.

Facebook’s CPM in Q2 of 2014 was $1.08. By the end of 2014 it was a staggering $4.40 and will only rise. Impressions will continue to decline with these algorithm changes and with more brands entering the space.

Facebook was never intended to be a free advertising channel. The glory days of free and bountiful organic reach are long gone. If you want your brand content to be seen you have to pay to play; just like display. Don’t get discouraged by Facebook’s changes. Instead embrace the idea of delivering meaningful content to a highly targeted audience supported with a smart budget. The results will be better than ever!

Let us know how IQ can help you deliver better content to highly targeted social audiences.

 

Want to know more about IQ? Contact Us

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IQ Spotlight: Corrie Smith, Sr. Account Director

Corrie IQ Spotlight

IQ is made up of a bunch of rockstars that make incredible work for our clients everyday. We want to give you a glimpse of what it’s like to work in IQ, so every other Friday we’re going to interview an IQ-er and let you get to know them better.

For the official record, what is your name and your title at IQ?

My name is Corrie Smith and I am the Sr. Account Director at IQ.

What gets you the most excited in your life, aside from your work at IQ?

My family gets me the most excited. So I spend a lot of time doing things with my husband, we actually golf a lot. I also love to play with my dogs, we have two boston terriers, Vern and Sadie, they’re the best! And my FitBit! I am obsessed with my FitBit!

What was your first job?

My very first job was at Outback Steakhouse, I started out as a hostess at 16 and worked there through college over 9 years and made my way to manager. And my first job after college was in medical sales. I actually stayed in the medical area for a while because it was so interesting to me, even the agency I was with prior to IQ was a boutique medical agency.

Tell me about the moment you knew this was the direction you wanted to pursue professionally.

When I was in medical sales I was eventually managing a team of 14 sales people and I really started paying attention to the collateral and materials you need to build rapport and make a sale. So I started getting more interested in the marketing side of sales, and creating collateral that was targeted to both doctors and to patients so they could be better informed advocates of their health. So then I started working with a boutique medical agency that was focused on patient advocacy work. And to keep growing I knew I needed to move to an agency with a multi-industry clientele.

What does “Creative Intelligence” mean to you?

To me, “Creative Intelligence” means that when a client comes to us with a need that they get the strategy that IQ focuses on with consumer decision journeys and research, to guide the creative so that it’s not just pretty, it’s powerful and backed in research and can be proved with ROI results.

At what age do you feel like you finally became an adult?

I think the time I felt the most confident and knowing who I am and being comfortable with it was probably at 34. But if you ask me this tomorrow I might say that I still haven’t figured it out.

Quickfire:

Pudding or Jello?

Pudding.

Beach or pool?

Pool.

Crushed ice or cubed ice?

Crushed.

Kindle or paperback?

Both! It depends on how quickly I want a book or if it’s a favorite I like to reread in an old paperback.

Bright colors or neutral colors?

Neutral.

Now you know a little more about Corrie Smith!

Want to know more about IQ? Contact Us

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IQ Spotlight: Sarah Giarratana, Copywriter

IQ Spotlight Sarah G

IQ is made up of a bunch of rockstars that make incredible work for our clients everyday. We want to give you a glimpse of what it’s like to work in IQ, so every other Friday we’re going to interview an IQ-er and let you get to know them better.

For the official record, what is your name and your title at IQ?

My name is Sarah Giarratana and I’m a Copywriter.

What’s your superpower?

Probably being empathetic? I try to be really in tune with how other people feel, and I try to live my life empathy first.

What have you learned from the people you’ve worked with at IQ?

I think learning to stop overwriting. I know that sounds so simple, but learning how to work with designers and UX-ers to optimize text has helped. When the design and the copy are balanced it makes the experience of whatever we’re creating so much better.

Tell me about the moment you knew this was the direction you wanted to pursue professionally.

I actually started out interning in project management. But I found out that I was really a terrible PM. But I found some great mentors who shared their secrets of copywriting with me. And I just kept learning and writing copy and getting better, and now I don’t think I’ll ever stop. I like the advertising industry, and I love watching how communication has changed and the role of a copywriter is becoming more of a content creation role, and that keeps me challenged and motivated.

What does “Creative Intelligence” mean to you?

The “Intelligence” is the cake itself, and “Creative” is the icing. They can exist separately, but when they come together they make a beautiful cake. And let’s face it, cake is delicious. That being said sometimes you just need a spoon and a tub full of icing. Right, my creative peeps?

Do you have a personal motto?

I think it’s tied between what I said earlier about living “Empathy first” and also “positivity is self-fulfilling.” Even when life gets hard, I find that when I choose positivity, it chooses me back.

Quickfire:

Spring or Fall?

Fall.

Comedy or Mystery?

Drama.

Freckles or Dimples?

Both.

Questions: Asking or Answering?

Asking. Definitely asking.

Picnic or Restaurant?

Restaurant.

Now you know a little more about Sarah Giarratana!

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Simplify your life with #IQtoolbox web tools

Kicking off #IQtoolbox

This month at IQ we’re thinking about some of our favorite ways to use the internet to make our lives simpler, in and out of the office. Whether it’s a tool that gives you cool ambient sound to keep you focused on the task at hand or a better way to organize your office or home to-do lists, online tools can do so much for you. So this month we’re sharing tools IQ-ers use everyday, tools that make up the #IQtoolbox.

We will be sharing original articles here and in our other social media channels (TwitterFacebookTumblr, and LinkedIn). We’ll also be sharing other articles and links that inspire us and engage our minds in a playful way.

So keep an eye out for the #IQtoolbox hashtag as we share our favorite tools. And maybe you can share your favorites with us, too!

Want to know more about IQ? Contact Us

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Pushing Boundaries in a New Year

Social kickoff January 2015

It’s the first Monday at work in 2015, and at IQ we’re thinking about growth, refining skills, and transformation. This month we’re focusing on pushing boundaries in creative intelligence. We will be sharing original articles here on the blog and in our other social media channels (TwitterFacebookTumblr, and LinkedIn). We’ll also be sharing other articles and links that inspire us and push our perceived limits. So keep an eye on our channels as we share things that push, grow, and expand our creative intelligence.

Want to know more about IQ? Contact Us

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3 Technology Game Changers

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Snapchat is the New Facebook.

A quick explanation of why brands should love Snaps.

Snapchat article by Eric

As our social media channels become overrun with stagnant ads, eager parents (and grandparents), over filtered photos of food, and articles that begin with “Top ten things,” the next generation of users have found a new way of sharing their lives: Snapchat. Brands are looking, too. Snapchat is a mobile only platform that allows real time sharing of someone’s life. No filters, no editing, no “10 reasons why_____.” Just you telling a story with your phone. Casey Neistat does an amazing job explaining the rise of Snapchat in his recent video with Jerome Jarre:

Yet as this new space is emerging, few brands are taking advantage of the 30 million monthly active users, mainly because no one has really figured out the best way how.

Right now there are three ways brands are using it:

Sponsored Snapchat:

These are posts that go out to every user, from Snapchat. They are usually pretty short and generally video. Recently there was a trailer for the Dumb and Dumber movie that went out.

Sponsored Snapchatters:

This is where a company approaches a popular Snapchatter and then asks them to do a story sponsored by them. For instance Casey Neistat spent a day with Karlie Kloss for fashion week, sponsoring and advertising Vogue.com.

Point all other channels to Snapchat:

This allows companies to use their existing audience on their other social channels to follow their Snapchat. This requires them to constantly produce content to keep people involved and interested, which is time consuming and expensive.

Speaking of content, this is the second problem companies are having: quickly producing cheap, quality content. No company (that I know of) is doing that right now. But individuals are, which is exciting because there is a totally new space that is untouched by brand use.

The fact is Snapchat is here to stay. It has been quickly adopted by the next generation of social users, and the current generation is adopting it, too. Snapchat is the perfect space for a new brand to be born on, and an even better space for a current brand to own. The opportunity is ripe. You just have to reach out and take it.

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  • 07.16.14

“Don’t interrupt me when I’m interrupting you”

IQ - Facebooks "new" old model

 

This is one of my favorite quotes from Winston Churchill, and what Facebook might be thinking as it tries to ram a new ad model down the throats of brands and consumers alike. Having already vented in my last post about this, I thought the greater implications of their actions on social media worthy of further comment.

A Giant Step Back

When Facebook decided to make brands pay to post content to their own fans, they took a giant step back into the old ad world.  Faced with ROI pressure brands can’t afford the luxury of content oriented posting, instead they have to turn to fast pay-off tactics like promotions, coupons etc.  This puts us back in the old world of interruptive advertising, where you’d be watching TV or reading a magazine and an ad would interrupt you. Consumers put up with this model in the pre-digital years because it seemed like a reasonable exchange; get the content in exchange for watching the ads. That was before we retrained them.

We Are Not a Captive Audience

Fast forward to today and digital consumers.  We don’t like interruptions, we don’t like delays and we don’t like ads. We have been schooled to find and use the most efficient ways to answer questions, solve problems, research solutions and evaluate options. Digital consumers are not a captive audience, so if ads interrupt our flow and slow our productivity we won’t put up with it. That’s why it’s more likely you will survive a plane crash or win the lottery than click a banner ad.

The Post-Advertising Age

Facebook just wants to make money, which is fair enough. But just because advertising is about the only business model that might work for them, doesn’t mean it will. The problem is that we live in the post-advertising age. We still need to tell brand stories; we just can’t do it effectively with conventional ads anymore; at least in digital channels. Even armed with all the creativity in the world the only way to consistently get the attention of the digitally empowered consumer is with relevance and timing.

Changing Hearts & Minds

So if marketers can’t use ads to get their message across, what’s a brand to do? The way to the digital consumer’s heart and mind is by serving up the right content at exactly the right time. The right kind of content is that which is appropriate for the context. So if someone has clicked to watch a video about planting a lawn, don’t have a pre-roll ad for Home Depot, have lawn care tips courtesy of Home Depot. The big difference is that one supports the consumer’s journey, while the other interrupts it. Seems simple enough, but the complexity comes in planning where and when to connect with each consumer segment, and developing just the right content for each situation.

The Magic Algorithm

The temptation today is to think that marketing has become a predictable machine. All you have to do is crunch some media numbers, apply an algorithm and magically consumers will come flocking to your brand. Of course this is what the purveyors of all manner of media ad wizardry would have you believe.  This ignores, however, the need to connect the dots; all the touch points that have to become one consistent story, personalized as narrowly as possible. Everything a brand does, therefore needs to be built on a foundation of consumer insights. This includes the critical exercises of mapping the Consumer Decision Journey* and developing a Content Strategy. Together they tell a brand when and where to connect with each target segment, plus what to say and how to say it at that critical moment. At the same time this work lets brands see, understand and design the cumulative effect of all the interaction points together. Inevitably this leads brands to shift their thinking from a product oriented, advertising approach to a content oriented, consumer approach.

The Training Wheels Come off

Facebook is trying lots of things (a few pretty out there), looking for ways to cash-in on their huge audience.  Some may work, but this shift to making brands pay to reach their own communities isn’t probably one of them, because consumers, let alone brands, won’t stand for having the content they came for taken away.

The good news is that social media marketing is not over; it’s actually shifting to a more mature model where brands have much more control and influence. What we are seeing with social media is the same kind of shift that we saw when users graduated from AOL’s training wheels to managing their own online experience. That’s happening now as consumers are becoming more experienced, and Facebook’s move is only going to accelerate it.

So it’s time for brands to strike out on their own and connect directly with their consumers without going through the gatekeepers anymore. That means starting with the foundational work to discover the when, where, what and how, which will drive their new social media, marketing plan.

* Mckinsey & Co

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