Posts tagged ‘user generated content’

Post-DX3, A Podcast Series: Episode 5

Andrew&Adam POD

In our next post-DX3 podcast, account executive on the technology team, Erin Meagher, sits down with digital account manager in the consumer practice, Adam Weitner, and senior digital account manager, Andrew Stewart, to talk about community management. Topics include best practices for content development, the benefits of timely versus pre-planned content as well as the importance of having an effective crisis plan in place. Read more »

April 17, 2014 in Our Ideas

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 in Digital Digest, Our Ideas

Account Manager

Edelman Canada is expanding its Vancouver team and is looking for an experienced Communications professional to join them.

The position being filled is a part dedicated role, with the Account Manager spending 70 per cent of his/her time supporting one …

The Absence of Women in the Media: A Debate and Panel Event


If women are not seen as experts in the media, will Canada ever see a business landscape that is both prosperous and equitable? Will a quota force the fix?

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April 14, 2014 in Our Ideas

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 in Digital Digest, Our Ideas

Post-DX3, A Podcast Series: Episode 4

Thomson Pod

Next in our post-Dx3 series comes a content partnership talk with Michael Thomson, a senior account manager on the tech team, and Josh Muirhead, senior account manager, digital. Mike shares his insights on why a brand would want to pursue a content partnership, the benefits it can bring and the pitfalls to watch out for.

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April 11, 2014 in Our Ideas

Gearing up for GWEN 2014

Gwen DayKicking off its first event of the year, the Toronto Global Women’s Executive Network (GWEN) Committee held a Minute Mentoring session to inspire and share ideas following the celebration of International Women’s Day on March 8.
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April 9, 2014 in Our Ideas

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 in Digital Digest, Our Ideas

Account Manager – Technology

Edelman Canada is looking for an experienced Public Relations professional to join its expanding Technology team in Toronto.

Reporting to the Senior Account Director, the Account Manager will contribute to the leadership and overall direction of account teams as it …

Post-DX3, A Podcast Series: Episode 3

Fleming and Stewart

For part three of our post-DX3 podcast series, Erin Meagher, account executive on the Technology team, sat down with Andrew Stewart, senior digital account manager and Alison Fleming, digital copywriter, to discuss social media contests. They spoke about several topics including what brands should keep in mind prior to launching a contest, on-page versus off-page contesting, and successful social media campaigns.
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April 3, 2014 in Our Ideas

Project Coordinator – Creative

Edelman Canada is expanding its Vancouver team. This is a pivotal time to join Edelman Vancouver and an incredible opportunity for the right candidate to grow with a reputable office within a global network.

Reporting to the Senior Vice President …

Video Content Specialist

Edelman Toronto is in search of an experienced digital content specialist to enhance our visual storytelling capabilities. The right candidate is a flexible, jack-of-all-trades with a track record developing rich, innovative video and audio content to achieve communications or marketing …

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.

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March 28, 2014 in Digital Digest, Our Ideas

Post-DX3, A Podcast Series: Episode 2

Rob Clark ImageFor week two of our post-DX3 podcast series, Laura Casselman, senior account executive on the Technology team, spoke with Rob Clark, director of insights and measurement at Edelman Toronto. The two discussed Andrew Cherwenka’s presentation, “The Numbers that Matter,” from Dx3 and addressed topics such as the difference in measuring between PR and Advertising; proving your value through measurement; and if you should equate dollars when it comes to measurement.

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March 27, 2014 in Our Ideas

Jordan Doucette Joins Edelman Toronto as Executive Creative Director

Jordan Doucette March 24 photo

As the marketing landscape has changed dramatically over the last several years, we have been firmly committed to expanding our creative offering, not only in scope but in ambition. Today represents a significant milestone in that journey, as we welcome one of Canada’s top executive creative directors, Jordan Doucette, to Edelman Toronto.

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March 25, 2014 in Our Ideas