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Digital Digest #204: Cold front

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Thursdays. This week’s edition of Digital Digest was edited by Erin Collett, Victoria Neufeld, Alexandra Fahmey and Lauren Gross.

We can’t even remember fall season now that holidays and snow are upon us. This week, we examine some cold weather campaigns, along with the most recent internet hashtag sensations. Read more »

November 13, 2014 by in Digital Digest, Our Ideas | 0 comments

Richard Edelman and Edelman Toronto’s Dave Fleet have been named to Communications Degree Guide’s list of ‘The 30 Best Communications and PR Blogs 2014.’ Richard Edelman recently celebrated a decade of blogging, with his blog  6 a.m., and took the top agency blog spot on the list. Dave Fleet, senior vice president, Canada east digital, was recognized for his personal website, davefleet.com, and for his post “15 Top Tips for a Successful PR Career.” Read the full Communications Degree Guide list here.

 

 

November 10, 2014 by in External posts, Our Ideas | 0 comments

Nothing Little About This Give

Matthew Beck, Daina Astwood-George, Caitlin Stewart and Laine Jeramy on their way to the Kiwanis Boys and Girls Club.

Matthew Beck, Daina Astwood-George, Caitlin Stewart and Laine Jaremey en route to the Toronto Kiwanis Boys and Girls Club.

I joined Edelman three weeks ago and was quickly struck by the talent that exists on this team. Individually, everyone brings impressive levels of expertise drawn from seemingly endless skill sets, and collectively this expertise gives our clients a 360° view of how we can best support their brands.

There are many ways we come together on a daily basis to show up differently for our clients, but I was floored by how this mindset is amplified during The Little Give. This annual 48-hour corporate social responsibility initiative, which took place in Toronto this year from October 23-25, is intense (to say the least), but what each team is able to accomplish during this very limited timeframe is astonishing. Read more »

November 7, 2014 by in Our Ideas | 1 comment

Digital Digest #203: Let’s Get Fresh

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Thursdays. This week’s edition of Digital Digest was edited by Caitlin Stewart, Victoria Neufeld, Erin Collett, and Jeff Lang-Weir.

The first step to creating great content has always been about understanding your audience and what they’re looking for (particularly if they don’t yet know they’re looking for it). But what happens when the ways that you reach those audiences change, while the goals, and those watching, stay the same? This week, we look at some of the ways brands are tailoring their content to new platforms or shifting their approach to cut through the clutter and deliver the same message in new ways.

Tech Updates

Instagraphics

Instagram’s impressive growth is turning heads and marketers are taking note. Brands are now utilizing the mobile app to enhance their visual marketing strategy, and for good reason. Engagement on Instagram during Q3 2014 has risen 415 percent compared to the same period 2012 and now that Instagram is going to roll out paid advertising support, the game is only going to get more competitive! This shift has marketers thinking about how best to position content to drive quality results. Simply Measured crunched some numbers and Adweek provided some helpful tips for success, including:

  • Using @mentions in the caption results in 56 percent more engagement
  • Using at least one #hashtag drives 12.6 more engagement
  • Tagging a location results in 79 percent more engagement

[AdWeekStarbucks, mentioned in this article, is an Edelman client, Michael Kors and H&M are competitors to Edelman client LOFT, Mercedes-Benz and BMW are competitors to Edelman client Volkswagen

Risky business

Conventional wisdom has long held that brands should distance themselves from controversy, but recently some brands have become more willing to stake out a position on social issues. For example, Apple CEO Tim Cook became the first openly gay Fortune 500 CEO last Thursday in an essay in Bloomberg Businessweek. He linked his announcement with Apple’s corporate values and respect for equality. As well, Starbucks has released a video in partnership with OutTV filmed during World Pride 2014 in Toronto. The video featured contestants from Ru Paul’s Drag Race. OutTV Chief Operation Officer Brad Danks said that public interest was so high that Starbucks had to move the shoot to avoid disruptions from fans and cited positive reaction from the gay community. While brands still run the risk that not all of their consumers will agree with their positions, more and more are finding it to be a risk worth taking.  [DigiDay] [Marketing MagStarbucks, mentioned in this article, is an Edelman client, Apple and Sony are competitors to Edelman clients Samsung and Microsoft

If you can’t beat em…

Last week, we talked about Facebook’s push for brands to host their content in-platform and while many publishers are resistant, the decline in homepage visitors are forcing them to look for more efficient ways to deliver content. This week, we’re watching the ways different brands are testing the waters. Buzzfeed, for example, has created a new division that will strictly on producing content for social media. Interestingly, we’ve also seen traditional news outlets embrace social media publishing. CNN Politics created a series of videos for the United States elections. It has recognized that content needs to be tailored to each platform and made these videos for those who may not be as invested in political content as the average CNN viewer (or are wondering how many Pumpkin Spice Lattes could be purchased with campaign spending. Hint: A lot.) For years, various outlets have suggested best-practices for content length. Recently SumAll and Buffer have published an infographic with character and time limits for brands to use as a guideline when publishing online content. While content should definitely be tailored by platform, at the end of the day, the most important factor is the content. The infographic advises that YouTube-style videos be 3 minutes but CNN Politics get to the point in 15 to 30 seconds. No brand wants to concede to Facebook taking their publishing rights but some brands simply can’t afford to miss out on those engagement opportunities. [Digiday] [Ragan]

Edelman Canada’s Digital Digest is a weekly bundle of links, served up on Edelman Canada’s Our Ideas blog on Thursdays. It’s also available by email. If you know someone who would like to be added to the mailing list, have any questions or just want to share some thoughts on anything you read here, email me. Let’s get a conversation going. 

November 7, 2014 by in Digital Digest, Our Ideas | 0 comments

Edelman Digital Canada Strengthens Digital and Paid Media Offering with Seven New Hires

November 6, 2014, TORONTO – Seven new hires will help bolster Edelman’s continued expansion in the coming months following several new business wins in the firm’s digital and paid media specialty offerings.

“We are keen to welcome these talented new hires to the team,” said Tristan Roy, managing director, Edelman Digital Canada. “Over the last two years, Edelman Digital has experienced significant growth in all areas of our Canadian business and will continue to do so, as the combination of our digital expertise and our investments in paid media and creative talent have allowed us to create even more cutting-edge work for our clients.” Read more »

November 6, 2014 by in Our Ideas | 0 comments

Digital Digest #202: The Monster Mash(up)

We were working in the office late one night, when our eyes beheld an eerie sight: a Monster Mash(up) of this week’s best reads in digital marketing and strategy. Today, we share some scary good Halloween content, look at how brands are thinking outside of the box to drive app downloads and explain the latest from Facebook.

Read more »

October 31, 2014 by in Digital Digest, Our Ideas | 0 comments

What New Privacy Rules in Canada Mean for Your Business

Blog repost

This post is part of a series on Cybersecurity. It was originally posted on Edelman.com.

On July 1, 2014, the Canadian government introduced Anti-Spam Legislation (CASL) – a new law designed to regulate certain forms of electronic contact – including emails, texts, social media messages or any other form of electronic communication to a recipient. The underlying principle behind CASL is that such activities can only be carried out with consent from the recipient, under an “opt-in” approach.

If you are doing business in Canada, or planning to do so, it’s good policy to employ best practices and engage with your stakeholders by following the new rules. Furthermore, you also need to familiarize yourself with CASL and its implications given that violations can carry significant monetary penalties. The law also applies to electronic messages originating outside Canada. Companies can be fined for up to $10,000,000 per violation. In addition to monetary penalties, companies could also potentially face criminal charges. Read more »

October 29, 2014 by in Our Ideas | 0 comments

Digital Digest #201: Move Over Baby Boomers, There’s a New Kid in Town

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Thursdays. This week’s edition of Digital Digest was edited by Victoria Neufeld, Caitlin StewartErin Collett, and Jeff Lang-Weir.

As the largest demographic, baby boomers, without a doubt, largely influence consumer trends but there’s another group that shouldn’t be forgotten. Millennials are climbing up the ranks and, not to mention, driving social media. This week’s Digital Digest looks at brands that zeroed in on their millennial followers and how they benefited.

Read more »

October 23, 2014 by in Digital Digest, Our Ideas | 0 comments

Living in Color: We Day

20,000 students and educators pack the Air Canada Centre for We Day Toronto on October 2, 2014.

20,000 students and educators packed the Air Canada Centre for We Day Toronto on October 2, 2014.

As a part of Edelman’s Living in Color program, I joined my friends at Free The Children as they launched the 2014-2015 We Day tour. The first location of the 14-stop tour was Toronto, at the Air Canada Centre.

We Day is stadium-sized youth empowerment event that celebrates the actions young people take in their local and global communities

We Day not only brings together passionate young change-makers and educators, but it also rallies world leaders and entertainers who take the stage at each event to inspire the audience.  This year in Toronto we had speakers and performers including Katie Couric, Big Sean, Joe Jonas, Kendrick Lamar and many more. Read more »

October 23, 2014 by in Our Ideas | 0 comments

MiO Squirtcar

NXNE MiO Squirtcar - June 19

The MiO Squirtcar in action.

NXNE MiO Squirtcar Lizzo

Lizzo performing in the middle of the crowd aboard the MiO Squirtcar.

MiO NXNE The Pizza Underground 1

The Pizza Underground performing aboard the MiO Squirtcar.

October 22, 2014 by in campaigns, Our Work | 0 comments

Canadian Association of Optometrists

Hero Shot: The Doctors of Optometry Canada campaign educates the public on the importance of eye health and encourages regular eye exams.

Brochure: More than 2.5 million pieces of branded campaign collateral were distributed to CAO members across the country.

Brochure: More than 2.5 million pieces of branded campaign collateral were distributed to CAO members across the country.

Mobile: Creating searchable and shareable content was key to the DOC campaign strategy. This included development of a mobile-friendly public website.

Mobile: Creating searchable and shareable content was key to the DOC campaign strategy. This included development of a mobile-friendly public website.

 

 

October 22, 2014 by in campaigns, Our Work | 0 comments

Kraft Hockeyville 2014

The pop-up hockey rink and skates are ready for the public as Kraft Hockeyville 2014 launches on November 27, 2014 in Montreal on the site of the historic Victoria Skating Rink.

The pop-up hockey rink and skates were ready for the public when Kraft Hockeyville 2014 launched on November 27, 2013 in Montreal on the site of the historic Victoria Skating Rink.

Kraft Hockeyville Blog (2)

Kraft Hockeyville 2014 launched with a pop-up hockey rink, in front of the parking lot that now stands on the historic site of the Victoria Staking Rink in Montreal.

The Edelman team is bundled and ready to work at the Kraft Hockeyville 2014 launch on November 27, 2014.

The Edelman team was bundled and ready to work at the Kraft Hockeyville 2014 launch on November 27, 2013.

 

October 21, 2014 by in campaigns, Our Work | 0 comments

Ontario Graphite

Ontario Graphite employees and equipment at the Kearney Mine.

Ontario Graphite employees and equipment at the Kearney Mine.

Ontario Graphite Blog (1)

Mill building and infrastructure at Ontario Graphite’s Kearney Mine.

Scenic view of Ontario Graphite’s Kearney Mine and surrounding area

Scenic view of Ontario Graphite’s Kearney Mine and surrounding area

 

October 21, 2014 by in campaigns, Our Work | 0 comments

Digital Digest #200: Pass the Mic

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Thursdays. This week’s edition of Digital Digest was edited by, Erin CollettMeghan SharpLauren Gross, Jeff Lang-Weir, Alison Fleming and Matt Hayles

Note from the (former) editors: In celebration of this, the 200th edition of Digital Digest, we thought it would be a good time to let you all know why we have put our pixilated hearts and souls into this little piece, week after week. “The Digest”, as we affectionately refer to it, allows for us digi-nerds to come together once a week and discuss our professional passion. It’s also completely led by junior staff, and we’d like to give a big thank you to Erin Collett for carrying on the torch. We hope you continue to enjoy our output. –Matthew and Alison.   

We are very excited that this is our 200th Digital Digest! We started this blog back in 2010 and as the digital world evolved, so have we. Going forward, Digital Digest is going to Show Up Differently, moving our publication to Thursdays of each week. To mark this change, what’s more fitting than a #TBT: Digital Digest #1 (where we mull over the concept of an app called ‘UberCab’ and discuss Calgary’s new mayor, Naheed Nenshi).

In light of this bi-centennial milestone, we decided to highlight a few campaigns showcasing one of our favourite art forms – storytelling. But enough about us, let’s take a look at some notable campaigns that passed the mic over to the consumer and gave them a platform to share their story.

Read more »

October 16, 2014 by in Digital Digest, Our Ideas | 0 comments

Edelman Toronto Opens First EdelArtist Gallery

edelartist blog

The EdelArtist Gallery featuring work by Amanda Lazarovitz, Evan Davis and Adam Weitner.

Creativity and inspiration come from different places for each of us, and during the day our creative outlet is our work. However, for many of us, it doesn’t stop there and after work we find other ways of expressing our creativity, thoughts and perspectives. With that in mind, the Creativity Committee – whose purpose is fuel creativity and innovation across the office – wanted to give our fellow colleagues the opportunity to reveal their artistic side and inspire us all to think, and create, in different ways.  We invited Edelman Toronto to submit their works of art to be displayed in the office. The first EdelArtist Gallery (located in our front lobby) opened a few weeks ago with works from three EdelArtists: Evan Davis’ amusing photograph Cat Scratch depicts a tabby spinning his heart out; Amanda Lazarovitz’s remarkable jewelry creations (which many women in the office want to buy) sparkle in the sunlight; and Adam Weitner’s photo series Into the Wild recounts scenes from his recent trip to Berlin. We hope the EdelArtist Gallery is inspiring to others and we’re looking forward to the next display this fall.

Read more »

October 14, 2014 by in Our Ideas | 0 comments