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Digital Digest #181 – Making Heroes

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays. This week’s edition of Digital Digest was edited by Jill de LarzacAdam WeitnerErin Collett & Toru Levinson.

Audiences have evolved and so have the platforms they use and the content they demand. Consumers are no longer excited about the brand being the centre of the story, they want brands to put them in the driver’s seat and make them the hero. Your fans want the story to be for them and about them and some brands have started to truly make that happen. Gone are the days of push marketing in social media, it’s now about making the experience unforgettable by providing something that’s both exciting and personal. Read more »

April 17, 2014 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #180: Content in Context

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays. This week’s edition of Digital Digest was edited by Jeff Lang-Weir, Erika Strong, Jill de Larzac and Adam Weitner

When it comes to content, context can be critical. Whatever materials you create are viewed not only for what they say, but how they appear through the lens of context. This can be driven by users’ political or ethical frameworks, adjacent content on social channels, and always by the expectation of value your users have when they choose to give you their time.

Context in comments

Native ads are meant to be unobtrusive and flow naturally as part of the reader experience. And at that, they can be quite effective. Now they’re going to be cropping up in the comments sections of some major publishers’ sites; whether they can remain unobtrusive remains to be seen. One thing that is certain, though, is that there is an inherent risk involved with advertising in the comments. We know that context is everything, and often times where our messages fall in-line with other messages can make a world of difference in how they are interpreted. As we know, comments often take on a life of their own and can go in unexpected directions. When building this content, brands should consider carefully how the ads could look next to comments that put their messages out of context. [Digiday]

A hairy situation

Sometimes a campaign sounds fantastic, but when you step back, you realize you’d be crazy to execute it. We have a feeling the minds behind Veet’s newest ads are thinking that right now. This week, the company launched its “Don’t Risk Dudeness” campaign, based on the premise that if a woman has any body hair at all, she’s no longer feminine. After their launch, the videos were criticized by viewers who felt they shamed women while coming off as homophobic. In essence, they were criticized for reinforcing tired stereotypes. As a results, the ads have since been removed from Veet’s YouTube channel, but campaigns like this remind us that it’s important to try and elevate the conversation, consider how your message will be perceived and work to protect your brand, even as you promote it. Your reputation will thank you for it. [Mashable]

Wendy’s doesn’t win friends with salad

Another brand, Wendy’s, also faced criticism this week over YouTube content for its series titled “Girlfriends at Wendy’s Eating Salad & Talking About Stuff.” The series, which follows the conversations of a pair of friends over Wendy’s new salad offerings, faced criticism from the Globe and Mail’s Susan Krashinsky for talking down to their audience and also f0r failing to provide real value to viewers in the form of actual, clever content, which is where the series really falters. Content can struggle through revisions and become too much about the concept, leaving behind what is actually being said, which may have happened here. Surely, the cheeky title could have been amusing, tied to a series with depth of both character and conversation, but as assembled was a recipe for a frosty reception. [Globe and Mail]

That looks delicious!

Some restaurants, however, are using social to provide content of real value to their users. It can be easy to get really excited to use a social channel, without thinking about the best ways to use it a little differently. We’ve all seen companies use Instagram to share their photos or collect user content, but a local restaurant in Toronto, Libretto, has used the layout of the platform itself to help tell little stories about their products. Understanding that food and Instagram go hand in hand, the restaurant pulled off a clever twist on the menu experience. The restaurant has taken close up photos of their menu items and displayed them on their Instagram page, where they tile to form the whole pie. When a user clicks on the photo they are provided with background information about the item, with each “slice” providing a different piece of information. Libretto understood their consumers and embraced a new channel with a focus on storytelling, creating very compelling content along the way. [Media Bistro]

Edelman Canada’s Digital Digest is a weekly bundle of links, served up on Edelman Canada’s Our Ideas blog on Fridays. 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.

April 11, 2014 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #179: Digestables

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays. This week’s edition of Digital Digest was edited by Erin CollettAlison FlemingJeff Lang-Weir, Erika Strong, Lauren GrossErin Meagher, and Adam Weitner

It’s a jam packed Digital Digest this week, so let’s just get to the good stuff, shall we?

Tech Updates:

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April 4, 2014 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #178: Can I Borrow a Feeling?

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays. This week’s edition of Digital Digest was edited by Erin Collett, Alison Fleming, Lauren Gross, and Adam Weitner

Feelings can be a powerful communications tool. As marketers, we strive to make people emote and to take action, all the while being mindful not to pander or play tiny violins just for the sake of it.

They can also be a runaway train. With audiences remembering the feeling first, and the memory second, the message can quickly be muddled, as was the case with the hugely viral #nomakeupselfie (see first piece). A clearly defined story is crucial to striking the right emotional note as well as ensuring your brand has license to play in the particular emotional space, as Weight Watchers so aptly did (second piece). When done right, emotional content can be the best way to prompt social change (as in the third piece).

So this week, we simply ask – don’t go breaking your audience’s hearts.

Read more »

March 28, 2014 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #177: Going Viral

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays. This week’s edition of Digital Digest was edited by Erin CollettMeghan SharpAlison Fleming, and Brittany Dow

Most brands put out content hoping that it will go viral. Naturally, brands want as many people as possible to see or hear their messages, however, they often get bogged down in the details and lose sight of the most simple measure of success: content that their friends or family members would want to read or watch. Other times, content goes unintentionally viral, in a very bad way. This week, we take a look at the powerful outcomes of some very simple but smart campaigns that have gone viral.

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March 21, 2014 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #176: Stand Out From the Crowd

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays. This week’s edition of Digital Digest was edited by Erin CollettAlexandra FahmeyAlison Fleming and Jeff Lang-Weir.
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March 14, 2014 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #175: The 411 on Millennials

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays. This week’s edition of Digital Digest was edited by Meghan Sharp, Erin Collett, Lauren Gross, Michael ThomsonAlexandra Fahmey and Erika Strong.

Just when marketers thought they knew everything they needed to know about Millennials, things changed (again). Today, Pew Research released some interesting new findings about Millennials, reporting that adults 18 to 33 are more likely to experience financial hardship, are less trusting of others and more likely to head into their 30s unmarried. It may sound depressing, but it turns out Millennials are optimistic about the economic future, with more than eight-in-ten saying they either currently have enough money to lead the lives they want or expect to in the future. So what’s a marketer to do with all that sunny-minded optimism? This edition of Digital Digest takes a look at how some brands are cleverly connecting with this important demographic.

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

Digital Digest #174: A Person Like Me

We know consumers are more connected than ever – but who do they trust? Year after year, research has shown that a “person like me” continues to rank highly when it comes to the sources that consumers rely on for accurate information. In this week’s Digital Digest, we take a look at how brands are injecting authenticity and a human voice into the ways they communicate.

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February 28, 2014 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #173: Bad to the Bone

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays. This week’s edition of Digital Digest was edited by Erin Collett, Meghan Sharp, Alison Fleming and Courtney McNamara.   

Social media gives us the opportunity to connect with consumers in unprecedented ways – paving the way for positive conversations and providing a channel for customer feedback. But what happens when these platforms are overtaken by mean-spirited trolls and filled with anonymous users? In this week’s issue of Digital Digest, we take a look at some of the bad Internet behaviour that often plagues brands and community managers and offer a few tips on handling the trolling, capitalizing on anonymity and keeping customers happy.

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

Digital Digest #172: Break Out, Get Comfortable

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays. This week’s edition of Digital Digest was edited by Jeff Lang-WeirMeghan SharpJordana LevineErin Collett and Courtney McNamara.  

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February 14, 2014 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #171: Contain Yourself

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays. This week’s edition of Digital Digest was edited by Meghan Sharp, Jeff Lang-Weir, Alison FlemingErin Collett and Courtney McNamara.  

Creating consumer digital content can seem a bit frivolous, but coming up with Facebook posts about cookies or playful tweets about an energy drink ranks pretty high on the “fun jobs” scale (your editor speaks from experience). It’s not all unicorns and giggles, however. The most fun consumer campaigns have strong elements of discipline, restraint, and strategy. The Red Bull Stratos drop, for example, is one of the best examples of a disciplined content strategy, with its creators sitting on an amazing piece of content for over a year. Restraint is about knowing where you’re welcome and relevant and where you’re not. That said, being too restrained can lead to boring content.

The moral of the story: be brave, and show up differently, but restrain yourself enough to look (at least briefly) before you leap.
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February 7, 2014 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #170: On Our Game

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays. This week’s edition of Digital Digest was edited by Meghan Sharp, Jeff Lang-Weir, Erika Strong, Erin Collett and Courtney McNamara.  

With the Grammy Awards behind us, and the Super Bowl quickly approaching, marketers have been pulling all the stops to develop creative and compelling content. In this week’s Digital Digest, we take a look at which brands are on their game – whether that means using social to extend the reach of ads, capitalizing on real-time events or figuring out some interesting workarounds.

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

Digital Digest #168 – The Creative Newsroom

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays. This week’s edition of Digital Digest was edited by Jeff Lang-WeirAlison FlemingChristine Lu, Renée Revetta, and Scott Tavener.

Faster than a speeding bullet, content is conceptualized, created, and delivered more rapidly than ever before. But the ability to expediently post to social media comes with great responsibility. With that in mind, Edelman has unveiled its Creative Newsroom, which brings together strategists, trend spotters, community managers, analysts, paid and earned media experts, planners, writers and editors to deliver in-the-moment content.

Real-time marketing goes beyond the race to hit “post.” This week, Digital Digest examines how the Creative Newsroom model has helped Edelman clients do this right.

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January 17, 2014 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #167 – Show Up Differently

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays. This week’s edition of Digital Digest was edited by Jeff Lang-WeirAlison FlemingJill De LarzacErin Collett and Meghan Sharp.

This week, Edelman unveiled a new global campaign for our firm, called Show Up Differently. This campaign reflects our commitment to help our clients lead in an ever-changing media landscape by providing innovative solutions and working seamlessly across geographies and disciplines.

In this week’s edition of Digital Digest, we examine the ways that the digital marketing function can embrace this rallying cry and make the most out of our opportunities when we Show Up Differently. Read more »

January 10, 2014 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #166 – The Year That Was

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays. This week’s edition of Digital Digest was edited by Meghan SharpJeff Lang-Weir, Erika Strong, and Alison Fleming.

It was the year that Oreo dropped the gauntlet on real-time marketing, causing community managers across the globe to lose sleep waiting for the next big opportunity. It was the year that brands became sentient and began talking to each other. It was the year that Edge Rank prompted all of us content creators to up our game visually. It was the year that the paid media specialist became one of the most important roles in the social media lineup. We laughed, we cried, our lives were shortened to six seconds of pure awesome.

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December 20, 2013 by in Digital Digest, Our Ideas | 0 comments