Communications Strategy Archives - Page 3 of 3

Integrating Sustainability Into Your Strategic Messaging

Posted on April 22, 2019 | by Ketner Group

This blog post has been provided by our intern, Katie Stone.

Earth Day is a special day to me. Not only is it a day that celebrates the Earth and its resources, but it is also my parent’s wedding anniversary. Though not intentional, the holiday seems fitting. Growing up, my parents taught me to respect the Earth through evenings spent watching nature documentaries and taking family trips to national parks. Now as an adult, I care deeply about the planet and climate change issues. Likewise, I know I am not the only member of Gen Z to think this way.

According to the 2019 Retail and Sustainability Survey by CGS, 68% of Generation Z shoppers have made an eco-friendly purchase in the past year. The survey also shows that Gen Z ranks ethical business as one of its top factors when making a purchase. Therefore, retailers who aren’t using eco-friendly strategic messaging are going to be abandoned by the up-and-coming generation.

Be Transparent About Sustainability

Before you publicly declare your company an eco-friendly one, do a quick analysis of your company’s current practices. If your company has made, or is currently making some environmental mistakes, get in front of it. Be open and transparent about past mistakes while directing your messaging toward the future. Detail your company’s plans to reduce or eliminate its negative effects on the planet through proactive digital media campaigns. When your company reaches a goal, use social media, press releases and other PR tactics to get your message heard. A strategic approach to eco-friendly branding will strengthen your brand amongst Gen Z and your other target audiences.

Include Sustainability in Your Strategic Messaging

Developing strategic messages will establish your company as a thought leader in sustainability. Spend some time developing key messaging that aligns with the messaging you already have. Test out what works and doesn’t work. Then, work with company spokespeople to get all of your strategic messaging consistent and include it in traditional and digital media.

When you identify the messaging you want to use, it is important that the messaging is laced throughout your brand. One post on social media using #EarthDay isn’t going to cut it anymore. Demonstrating your company’s sustainable initiatives year-round will give your larger Earth Day campaigns more validation.

Flesh Out Your Community Relations Initiatives

Showing is often more important than telling when it comes to environmentally friendly initiatives, as it proves that your company genuinely cares about the environment. Fortunately, there are plenty of possible community relations practices. Here are a few earth friendly community relations ideas to try in your office:

Incentivize volunteer work
Get your office to participate in #MeatlessMondays
Donate time and money to local environmental charities
Start a rooftop garden, or sponsor a community garden
Encourage carpools and working remote

When your company takes part in community relations activities, make sure you include it in marketing pieces. For example, highlight the activities in a newsletter or write a blog about the experience. Visual content is key, so make sure you get lots of pictures and video. You can use this content on social media and other branding materials.

Find Your Approach to Branding

There are many different approaches that companies can take when branding themselves as sustainable. To sum up, find what works for your brand and run with it. Looking to build out your strategic messaging beyond Earth Day? Send an email to [email protected] – we love to talk branding!

A Beginner’s Guide to Brand Safety

Posted on March 26, 2019 | by Stacy Tung

Recently, Nishma Robb, UK marketing director for Google Ads, admitted that YouTube might never be able to guarantee 100% brand safety, saying, “I don’t think that’s the reality of the platform.”

Of course, this doesn’t come as a shock. Major improvements have been made to YouTube’s algorithms, now catching 98% of extremist or violent videos. However, it only takes one video to sneak through the AI safeguards to cause a scandal.

Brand safety is a hot topic and it’s important for everyone, including agencies, brands, online publishers and technology providers. Here’s a quick beginner’s guide to answer your top brand safety questions.

What is Brand Safety?

Brand safety is what advertisers must do to ensure that its online advertisements are not placed somewhere that is viewed negatively and harms the image of the brand. For example, a Disney ad on an extremist site conflicts with the brand’s image of being the happiest place on Earth. This is a big no-no that is sure to spark the wrong type of attention.

There’s a lot of fake news and inappropriate content on the internet. That’s why it’s no surprise brands need to be careful about where their ads land these days. Brand safety has been an issue since online ad buying came into existence. In fact, in 2017, 90% of ad industry professionals rated brand safety as a serious concern and did something about it, taking steps to confront the issue.

Why is Brand Safety Important?

The most important reason why brand safety matters is because a brand’s reputation is indispensable. One misplaced ad that doesn’t align with the brand’s values and mission can ruin the company’s reputation. This is why advertisers and marketers must be extremely careful when determining where ads appear. Like Warren Buffet said, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”

A study by cybersecurity firm Cheq and IPG Mediabrands found that consumers assume every ad placement is intentional, and are 2.8 times less willing to associate with a brand when its ads are displayed in unsafe environments, a big reason why brands are feeling nervous about where their ads appear.

What Are Recent Examples of Brand Safety Scandals?

YouTube has taken center stage in the headlines announcing brand safety controversies. In 2017, ads showed up alongside racist content and terrorist group videos, causing companies like AT&T to pull their advertising. Last year, things flared up when ads from over 300 companies were placed on violent or offensive YouTube videos. A few weeks ago, big companies like Disney, Nestle, McDonald’s and AT&T pulled their ads from YouTube when their ads showed up on inappropriate videos.

However, most companies who do pull their ads from YouTube usually come back, so much so that eMarketer predicts YouTube’s US ad revenues will still grow 16% this year to $5.34 billion. The platform offers too much value for brands, allowing them to target unique specific audiences.

YouTube has also taken aggressive measures by disabling comments and reviewing and removing thousands of videos. However, despite the platform’s best efforts, it’s likely there will never be a perfect fix to ensure complete safety.

How Can I Protect My Brand From Brand-Safety Embarrassments?

Like Robb said, you can’t expect a “100% brand-safe” environment. This means advertisers will have to find ways to prepare for crisis. To protect their brand from entering risky territory, advertisers can look to use innovative technology. These tools can analyze and identify which ad placements are safe.

For example, Advertising Week says one of the easiest ways to achieve brand safety is to deploy tools built for automated pre-bid media evaluation. As well, many social platforms and tech vendors are providing technology to give advertisers more data and information on their ads. This is all while YouTube and other platforms work hard to make their space as safe as possible.

According to Digiday, agencies are increasingly looking to buy directly from premium-quality content owners on YouTube. Placing an ad is more costly and time consuming. However, brand safety is guaranteed on these channels.

Brand safety will continue to be an important topic in the advertising industry. It’ll be interesting to see the new tools and technology that come into play as advertisers demand for greater control of the content they appear in. One thing is for sure – no one wants to deal with a bad reputation.

How We Can Use Language to Promote Equality

Posted on March 5, 2019 | by Kirsty Goodlett

A few years ago, I made a conscious decision to stop saying, “you guys.” For someone who spent an equal amount of their childhood in both the north and the south, this decision carried some weight. Moving to Connecticut in middle school is an easy way to remove “y’all” from your vocabulary. In an effort to conform, “you guys” became my norm.

Lucky for all of us, with age comes confidence. As I found my place as a woman in the workplace, I became dedicated to gender equality, working to promote inclusion. “You guys” didn’t stand a chance.

The reason is simple: the phase is exclusionary.

In our society, we use language to emphasize pre-established situations. And we can use language to change them. Ultimately, this is the power in marketing and PR, which allows us to use language to impact people’s perception of the world. It’s no surprise that, as a marketer, I became hung up on just a couple of words.

Changing my vocabulary wasn’t easy. But after a few years, the phrase is (mostly) gone. The next step is to help others change their language too. Why? Because the state of women in the workforce is not changing, and we can use language to change that.

The State of Women in the Workforce Is Unchanging

The Women in the Workplace 2018 report by LeanIn.org and McKinsey found that “Companies report that they are highly committed to gender diversity. But that commitment has not translated into meaningful progress…Progress isn’t just slow. It’s stalled.” This is despite the fact that women are doing their part, obtaining bachelor’s degrees at a rate higher than men and asking for promotions and negotiating salaries at the same rate as men.

(If you need to be convinced that diversity in the workplace is important, there are plenty of reports that can help prove “gender-diverse business units have better financial outcomes than those dominated by one gender.”)

To Improve Diversity, Change Your Language

LeanIn.org and McKinsey seek to make improving diversity easy by providing six actions companies can take to find success. One of these is particularly relevant for our industry: foster an inclusive and respectful culture.

Language is a simple way to promote an inclusive culture. If you’re looking to change your own actions at work, be considerate about the language you use. Select words and phrases that are more inclusive. Because language is so ingrained in us, making an effort to be more inclusive will take some work, but if you take a collaborative attitude and give yourself the grace to make a slip up, your language will begin to improve.

How to Ask Others to Change Their Language

Once you’ve begun the process of changing your own language (it will be a process), you can begin to help others change theirs. Through trial and error, I have developed some personal best practices when it comes to asking others to change their language. (Interestingly, the strategy I use is similar to one I use at work to advocate for a project or cause I believe in.)

Share a personal story. Sharing personal stories at work requires a balance—we don’t want to get too personal—but by sharing how we view the world, we can help others see situations through our eyes.
Share the research. Do your research to understand why what your advocating for is important.
Suggest a next step. Once your audience is bought in to your idea, they’re ready to take the next step. Share a suggestion for how to move forward.
Be supportive. Changing ingrained habits is hard! Give people the benefit of the doubt and be there to help them with a supportive, cheerful attitude when (not if) they slip up.

I found success with this approach at a previous job. One of my colleagues came to work anxious after reading an article arguing against the use of “you guys” and feeling concerned about how his use of that phrase may have impacted those around them. I was glad he felt comfortable talking about this with me, and I used the opportunity to share my story of changing my language, provided research into why it was important to do so, suggested some alternative phrases he could use and cheered him on as he practiced shifting his language.

Steps You Can Take to Promote an Inclusive Workplace

If you’re ready to take it even further, some great resources exist!

She+ Geeks Out’s blog post on covering and passing in the workplace provides some great tips for supporting our colleagues so they feel comfortable being themselves at work.

A couple of my favorites (that helped inspire this blog post)…

“Be explicit in your language. If someone says something discriminatory, say something to make it clear that that language isn’t tolerated.
Share your own story of difference.”

In addition to making our workplaces more inclusive, it is also important to set up practices that promote inclusive hiring. Another post by She+ Geeks Out has some great tips for mitigating bias in hiring. Writers like me will be interested in this tip, “If you’re struggling to get candidates to respond to your job posting, you may want to start with your job description.” Inclusive descriptions that remove adjectives typically associated with one gender (example: ‘driven’ = masculine, ‘dependable’ = feminine), go a long way to encourage a variety of candidates.

Take Your Changes in Stride as You Promote Language Equality

As you make an effort to change your actions and support women’s equality this month, give yourself grace. Changing habits is hard. But remember, I’m here to cheer you on as you make strides. Just get in touch.

Storytelling Is for PR Too

Posted on February 28, 2019 | by Mikaela Cannizzo

As someone who majored in journalism, telling full and complete stories inverted pyramid style is practically ingrained in me. While writing for PR clients differs, both require the writer to tell a story. Whether it’s a blog post, bylined article or press release, you need to do more than describe a product. Instead, you need to capture the attention of their audiences with a genuine, compelling story.

To deliver on this expectation, ask yourself, “What’s the story here?” Once you determine an answer, you’re ready to write through the lens of that story angle. Along the way, I’ve learned some helpful tips when it comes to keeping the heart of the story front and center in your writing.

Have a Thorough Understanding of What You’re Writing About

First and foremost, unearthing a story is nearly impossible if you don’t understand what you’re writing about. Whether you’re writing about the latest retail technology tool (tends to be where my mind is at these days) or a new hire, a thorough understanding of the subject will help you create your story. To hone in on this, create a ‘topic sentence’ based on the story to help guide your writing. Within this sentence, highlight the main sentiment you want to convey to readers in just a few words. I like to write it out and keep it handy to refer back to as I delve into creating content.

Let the Story Unfold

With your ‘topic sentence’ in mind, your thoughts are given direction, allowing a story to unfold. As you write, glance at your topic sentence to ensure your words line up with your core idea. On top of a thorough understanding, creativity is key. If you’re constructing a press release about a new product launch, chances are the story runs deeper than the objective features of the product. Put yourself in the shoes of a prospective customer. Think about how the product solves pain points in everyday lives to shine light on the story you should tell.

As PR professionals, we may not be commissioned to write novels, but that shouldn’t stop our inner storyteller from emerging. Human nature gravitates toward stories. Stories tend to engage more than direct facts without a connecting theme. As you endeavor to serve clients well, envision yourself as a storyteller for the brand and products. This goes a long way with the media, readers and the agency-client relationship.

To learn more about the power of storytelling in PR, you can find more helpful tips on Cision.

Influencer Insights: CJ Johnson

Posted on October 8, 2018 | by Ketner Group

CJ Johnson is an award-winning photographer and content creator, a GQ Insider and Google Next-Gen Policy Leader, and a well-known “brand guru.” We wanted to learn more about his process and asked for his perspective on the state of influencer marketing.

KG: How do you as a social influencer create partnerships, and what is your criteria before aligning yourself to an opportunity?

Typically, I say yes to partnerships or sponsored opportunities with brands if it’s an industry I’m knowledgeable about and interested in already. That’s important. Then, I want to be sure the ROI makes sense and is beneficial to me and my time. More and more, I’m starting to explore social causes, too. Creating these partnerships varies – some come organically my way, others I reach out to. If my goals are aligned with those of the brand or cause, then it’s off to the races.

KG: Recently there have been headlines about consumers feeling “influencer fatigue,” as they voice feelings about inauthentic content. How should you and other social media influencers respond to this sentiment?

CJ: Influencers who are frustrated or misunderstood by this discussion are feeling a bit judged. There is always room for improvement – everyone can agree on that. The “fatigue” mentioned is stemming from every influencer trying to compete with one another, and the inauthenticity is felt because of a lack of imagination as people copy each other. To help the state of influencer marketing, people need to be more educated about this industry and there also needs to be a culture that fosters more creativity.

Additionally, a more standard pay structure would help influencers understand their market value and how to better negotiate their pay. Right now, influencers – and the brands they collaborate with – are in the dark with what the market asks for. It’s a bit all over the place. Someone with 100k followers on Instagram can demand $1,500 per post while someone else can ask for $500, and both parties don’t even know the real value of either ask.

KG: You say there needs to be more education on the industry. In what ways do you see that playing out?

CJ: For content creators and influencers, there needs to be a clear understanding of professional etiquette, the deliverables they’ll create for companies they collaborate with, and their overall value as a business. On the other side of this, companies need to understand what really incentivizes these content creators and influencers. It’s not just about free stuff or monetary value. Content creators and influencers honestly care about their messaging and the impact they’ll make on their community. With every collaboration there is a lot more risk involved than you’d think.

That’s just the tip of the iceberg. There’s so much more to learn on both sides of the aisle. We’ll see more workshops, webinars and events that will center around these topics in the future, for sure.

KG: Do you think the influencer space is becoming too cluttered? Is there still room for individuals to make their mark and curate authentic community online?

CJ: For every article that talks about the pitfalls of influencer marketing, I see another that talks about how fast it’s growing into a lucrative sector. Two things stick out to me. First, the critiques often come from someone who is attempting to be an influencer, someone who is frustrated with not being recognized, even possibly experiencing a bit of “FOMO” (fear of missing out). The second thing is a difference in audience perception due to the influencer strategy – one sees content from influencers as annoying advertisements, and the other has no idea they’re looking at an ad in the first place. In any case, I think transparency and authenticity is key to growth and success in influencer marketing.

Even if it’s cluttered, it’s a growing industry. Influencer marketing used to be a thing only a few people were doing online, and now there’s an upcoming generation whose sole goal it is to grow up and be an online influencer. I don’t necessarily think it’s a bubble waiting to burst – I think of influencer marketing as evolving just as the acting or entrepreneur industries have done.

KG: What is your advice to companies considering influencer marketing as a part of their strategy?

CJ: First, consider why you need it in the first place, and then what your goals will be. Too many times, I see companies that “heard from a friend” or are following a competitor that is growing quickly because of influencer marketing, so they want in too. But that can lead to unrealistic expectations or experimenting without quite understanding the value of an influencer. So, please recognize the “why” before you begin. Secondly, you need to understand there are several strategies with influencer marketing now, including:

Getting as many influencers on board as possible
Recruiting a smaller number of influencers to act as brand ambassadors
A combination of the above for a specific limited campaign
One-off influencer-promoted posts
Repurposed influencer content and posts

When you know which plan fits your goals, set aside the time to do authentic research. Yes, there are automated tools and databases, but it might be smart to also have a team-member (here’s looking at you, interns) do some research on influencers that fit your criteria. After researching, make sure your collaborative efforts bring as much value and long-term relationships as possible. Again, influencer marketing is incredibly impactful and a lot more cost-effective than people give it credit for.

We enjoy following CJ online and think you might too. Learn more about what he’s up to by visiting his Twitter or Instagram.

7 Steps to Successful LinkedIn Marketing

Posted on September 26, 2018 | by Aidan Griffin

In recent weeks, we’ve explored how to develop a content strategy, how to set up a social media program from scratch, and how to use thought leadership bylines to earn media coverage. All of these content approaches complement each other and help reinforce a brand’s identity. But the power of the written, or recorded, word can only get as far as the audience you’ve built to consume it. Luckily, there’s a way to amplify the reach and impact of this owned and earned content that we find quite valuable and our clients are consistently curious about: LinkedIn Sponsored Content.

Adding a paid element to your PR program helps bridge the gap between traditional PR and traditional marketing, which shouldn’t operate in silos anyway. We like to take a strategic view of LinkedIn promotion, using a step-by-step practice to develop and continually optimize a highly-targeted LinkedIn ads campaign that complements existing content development and organic social media initiatives. The approach outlined below helps identify hyper-relevant prospects, target them with the right content, understand what content to create in the future and serve your company’s ultimate marketing goals.

Step 1: Identify Ideal Audience

As with any marketing process, you can’t succeed if you don’t know who you’re talking to or trying to reach. But if you know who the decision makers, influencers or buyers are that you want to influence with your content, you can target them at a granular level on LinkedIn. By combing criteria, you can hit a hyper-targeted user set and ensure you’re not spending money promoting content to users who will never make a difference for your bottom line. You can target audiences in three ways:

Demographics – Job function, seniority, company name, geographic region, industry, etc.
Interest-based targeting – Group membership, skills, fields of study
Company audience data – Target account lists your sales team is using (Note, you’ll need a lot of names for this to be effective, but it guarantees a precise audience.)

Step 2: Define Campaign Goal and Associated Content Formats

Once you know who you want to read your content and ultimately to engage with your brand as a potential customer, you’ll need to define the goal of your campaign. This will determine the kind of content you promote. For content you don’t already have, you’ll need to focus on developing it as part of a comprehensive owned, earned and paid media program. For the following goals, you’ll want to emphasize the associated content:

Brand awareness

Company blog posts on LinkedIn
Press releases
Long-form posts
Visuals/videos
Product announcements
Promotion of tradeshow attendance

Thought leadership

eBook, whitepaper, video, research
Industry commentary
Long-form posts
Guest blogs on other blogs
Industry trends or data

Lead generation

eBooks
Webinars
How-to guides
Blog posts with calls-to-action (CTA)
“Freemium” downloads/gated content
Industry-related reports

Step 3: Develop an Editorial Calendar

Once you know which content to share, set up an editorial calendar – this will help you to visualize the rhythm of content being published and ensure that you’re addressing different aspects of your brand’s value proposition. Having everything written out will also help make sure you share different forms of content to keep things fresh and engaging for all members of your target audience, depending on their interest, challenge, or stage in the buying process:

Awareness: Have realized and expressed symptoms of potential problems or an opportunity.
Consideration: Have clearly defined and given a name to their problem or opportunity, actively looking for ways to address the issue.
Decision: Have defined their solution strategy, method or approach and ready to take the next step.

Step 4: Identify Assets and Messaging to Promote Content

Identify and/or develop compelling ad copy (150 words or less) and visual content that make readers want to click on or download the content you’re promoting. If you can’t sell your content, no one will read it no matter how informative or well-written it is.

Hint: Include calls to action, statistics, quotes, actionable text.

Step 5: Determine Ad Method

Sponsored Content

Sponsored content campaigns are promoted through paid channels based on posts you have also made directly on your Company Page. They are best used to attract new followers to the company website or landing page and drive engagement with company-specific content.

Company Page posts (status updates) can be promoted in the newsfeeds of both followers and non-followers whose demographics have been specifically targeted. This is a good option for posting blog content, articles about your company or to showcase commentary, award wins, customer or product announcements, and more.

Direct Sponsored Content

The direct sponsored content option allows you to post content directly in the LinkedIn feed without the content originating on your LinkedIn Company Page. This is useful if you don’t want the post to clutter your company’s LinkedIn profile page, but otherwise operates the same as sponsored content.

Website Ads

LinkedIn also offers more traditional website ads, which lead readers to the company website and often start at $2.00 per click and up. These are best leveraged for sending interested parties to your website to download gated content – whitepapers, e-books, case studies, webinars – for lead generation, or to product pages for direct sales promotion. If you choose this option, you should set up goal tracking in Google Analytics to count how many contact form submissions are received as a result of a given ad. Then judge what your cost per lead is and determine if it is delivering appropriate ROI.

Step 6: Set a Budget

Finally, you’ll need to decide what your total monthly budget for LinkedIn ads will be, and how you’ll allocate your spend – either emphasizing CPM (cost per 1000 impressions) if your goal is brand visibility, or CPC (cost per click) if your goal is lead generation or website traffic conversion.

LinkedIn Ads work on a bidding process, so depending on the audience you compete for, the price will change to show an ad. Bids are only processed at $.01 more than second-highest bid, so you can set your bids at the top limit of what you consider a fair value for the click or impression.

Step 7: Reporting/Continuous Improvement

It’s essential to monitor and analyze the key metrics of your campaigns on an ongoing basis. This review process is critical for finding opportunities for improvement to your campaigns, whether it’s improving reach, accuracy of targeting, CPC or CPM, website conversions, engagement and much more.

You should use the LinkedIn campaign manager to review all the metrics available on the platform itself, but also refer to your Google Analytics reports to see how successful you’ve been at driving increased traffic to your website as a whole or to specific landing pages on the site. There are also tools like LinkedIn Insight Tag to your website that will help you evaluate deeper insights about your campaign and users to continue improve your LinkedIn, content marketing, and overall marketing goals.

To learn more about how LinkedIn can help drive brand awareness and lead generation as part of your PR or marketing program, feel free to reach out to me directly – [email protected] – and don’t forget to follow Ketner Group Communications on LinkedIn and Twitter for more valuable tips like these.

7-Step Guide to Starting Up a Social Media Program

Posted on June 26, 2018 | by Stacy Tung

Social media is a key element of any marketing strategy, allowing brands to connect and engage with their audience and grow the business. Whether it’s used to generate leads, showcase new products, deliver better customer service, or manage reputation and brand image, businesses are taking advantage of the benefits of social media platforms to help generate online exposure.

Over the years, we’ve helped clients increase the visibility and impact of their ongoing social media initiatives, but we’ve recently taken on an entirely new challenge: launching a social media program from scratch.

Although creating a social media program can seem daunting at first, with the right plan of action, you can see great results in just a few months – we have! Below are some easy steps we followed to create a successful social media program for a client of ours, with helpful tips we’ve learned along the way.

Step 1. Develop Your Goals
As with any other PR campaign, it’s important to define your goals from the start so you know what success looks like. Then, work backwards to identify the steps you’ll take to achieve that goal. Aimlessly starting a social media program will result in just another content channel with limited purpose, and less impact. Carefully develop an overarching goal, and define campaign strategies and tactics that help you achieve it.

Step 2. Research, Research, Research
Research is key to understanding how to achieve those goals you just developed. There are so many great resources out there that can help you answer questions like:

Which channels are the best fit for my company?
How often should I be posting on each channel?
Should I use paid or organic posts?
What sort of content should I be focused on?
How do I measure success?

This is also a good time to conduct a competitor audit to understand how your competitors are doing online and what type of social content they are posting. The more you know, the more you can be confident with the decisions you make!

Step 3. Set up Your Accounts
Now that you’ve identified which networks you’ll be active on, it’s time to set up your accounts. Fill out your profiles completely with an easy-to-understand bio (no jargon!) and appealing visuals that are tailored to your audience. Also, make sure to give the appropriate people on your team access to the account so they can manage the pages, too.

Step 4. Create a Social Media Content Calendar
Go back to your research and see what sort of content you should focus on. Channels shouldn’t be overly promotional, so balance company news and products with thought leadership articles to show that your company has a firm grasp on the impact of the latest industry news and trends.

Tip: Schedule a few posts and fill your page with content before you start following people. That way, people visiting your page don’t see an empty feed with no incentive to follow back!

Step 5. Get Relevant Followers
Start following relevant users who you think could benefit from your channel. Remember, gaining more followers isn’t always the main objective. Look back at the goals and strategies you developed in Step one and target followers that will help you achieve it. It’s also a good idea to send out an email to your employees, encouraging them to follow and engage on your platforms.

Tip: Liking relevant posts is a great way to get more people to find your channel. You can also use hashtags and tag users in your posts to get more views.

Step 6. Evaluate Your Strategy with Regular Reviews
With so many moving parts, you can’t expect to get your social media strategy perfect the first time around. That’s why testing and evaluating your strategy on a regular basis is necessary to creating an effective campaign. Look to see if you met your short-term goals and assess what you can do to improve the program. After you’ve taken a look at what’s working and what’s not, adjust accordingly. Re-strategize and take action on what you can do to optimize your social channels.

Step 7. Consider Using Paid to Amplify Your Content
Take the value of your strongest-performing content to the next level by putting paid behind your posts. Not only do you get to set your own budget, you can also collect data on the type of people viewing and clicking on your page. If you’re being strategic and really targeting your audience for lead generation purposes, paid social can lead to results that are far beyond industry averages. For example, we’re seeing click through rates (CTR) as high as 1.739% for one of our clients on LinkedIn – way better than the industry benchmark of 0.13% – even while keeping the cost per click (CPC) under the industry benchmark! With constant analysis and tweaking of content messaging and audience targeting, these results only get more impressive.

Tip: LinkedIn allows you to upload a list or specify a segmented audience to target. It also says that the most successful campaigns target between 60,000 and 600,000 membersat a time.

If you don’t have a social media program in place yet, now is the time to start. Feel free to contact our team at Ketner Group to learn more about how we can help your business develop and manage a social media program that meets your business goals!

International House of Branding

Posted on June 12, 2018 | by Jenna Jordan

IHOP is changing its name. Last week, the company tweeted (from its updated handle), “For 60 pancakin’ years, we’ve been IHOP. Now, we’re flippin’ our name to IHOb.”

In the week between the initial tweet and the official announcement, social media responded. The news definitely sparked my attention, and I haven’t stepped foot in an IHOP in over 10 years.

Many expressed outrage while others offered up guesses of what the “b” could stand for, and the IHOb account responded creatively to tease out the news and keep people guessing. Some notable predictions included breakfast, bacon, and even the right answer: burgers.

While the social media interaction was fun and sparked life into the brand, the big buildup to yesterday’s underwhelming announcement landed as flat as a pancake, in my opinion. I considered it misleading, as the company implied that the name change would be permanent, and instead it’s just a temporary ad campaign.

However, the PR stunt brought up a good point. It demonstrates how crucial branding and identity is to legacy brands. It also begs another relevant question…

When should you rebrand?

Rebranding makes sense when a company is shifting its services or has already made that shift – for example, offering more breakfast options than just pancakes. Apple Computers renamed to Apple, Inc. as they began to expand its product lines and sell more than computers. This was a natural move and made sense as the major brand identifier – Apple – was kept in the rebrand.

On a more personal level, this year yours truly changed our name from Ketner Group PR + Marketing to Ketner Group Communications. We’ve always been more than just public relations and marketing, offering services in social media, content development, and more, but we found it was time to change our name and logo to reflect that. But are we in the same boat as IHOP? Probably not.

Many food and retail brands never undertake such a public (or even private) rebrand, as the company name is the identifier for consumers. If they do, it’s a result of an acquisition, or done before they expand, like Starbucks did in its early years, originally named Starbucks Coffee, Tea and Spice. A smarter move for food and retail brands is a subtle logo change. And just a few years ago, IHOP did reveal a new logo. Last month, Best Buy redesigned its logo after 30 years. The font and colors are similar, and the yellow tag is still included to represent the company’s history. By changing its logo, Best Buy didn’t change its identity, but subtly alluded to how it’s adapting to an evolving retail environment.

IHOb is an example of how drastically changing one’s image, values or services can be met with hype, but also intense criticism. When undergoing a new logo design or rebranding – or in this case, just a burger campaign – brands should ensure that its essence is kept in the name.

Dr. John Murphy’s Universal Principles of Effective Communication

Posted on February 5, 2018 | by Adrienne Newcomb

Last November, I had the pleasure of hearing one of my former professors at the University of Texas at Austin, Dr. John Murphy, present his “Universal Principles of Effective Communication” at the Texas Exes Lunchtime Lecture series. While I’d heard a version of this lecture before, I was pumped to hear him speak again and be back in the “classroom.”

As I recounted my experience to the KG team, I was disappointed that my younger colleagues did not have the pleasure of taking ADV 318J with Dr. Murphy. In light of this, and the biggest advertising event of the year, the Super Bowl, having just passed, I’d like to share Dr. Murphy’s “Universal Principles of Effective Communication” and pass along some of his wisdom and a few classic examples he shared*.

Think Different

“Think Different” is Dr. Murphy’s first principle of effective communication. Here, the main objective is to do something different – either different from your norm or different from your competitors. A couple of examples that Dr. Murphy provided were the 1997 Apple campaign that coined the term “Think Different.” and this Chevy commercial in the spirit of “Lassie,” that doesn’t focus on the truck’s features, but instead, tells a familiar and captivating story.

Simplicity

We know this as KISS or “Keep it simple, stupid,” a principle that applies across the business world. It’s exactly what it sounds like; don’t complicate things.

Specificity

Specifics sell. When communicating, whether through an ad campaign or a business email, it’s important to be as specific as possible. By providing unambiguous details, the consumer knows exactly what to expect, making it more likely for them to engage with your call to action. For this principle, Dr. Murphy shared an ad that appeared in a Houston newspaper listing a non-profit’s detailed, and specific, list of needed donation items.

Believability

Believability isn’t simply telling the truth, it’s doing it in a way that people understand. Therefore, the key is using familiar language and speaking in the way that your audience would. This may mean setting aside some grammatical and syntax principals to relate to the audience.

Relevance

Furthermore, make sure you’re communicating to the right audience and don’t be afraid to call them out. Are you trying to reach millennials? Fathers? Milk drinkers? No matter who it is, by calling them out, you can be sure to grab their attention.

Likability

Now, we all know, especially in the age of social media, it’s impossible to get EVERYONE to like you. However, being likable is the first step in getting someone to buy something from you. Most of the time, consumers, and certainly businesses, aren’t going to purchase a product or service from someone they don’t like. A classic example is a car salesman in Michigan who sent every single one of his customers a card every month; on the back of every card it said, “I like you.” Clearly, this worked; he sold over 13,000 cars throughout the course of his career.

Consistency

It’s okay to say the same thing over and over. Some of the biggest brand names have achieved great advertising success by sticking to a consistent strategy. For example, Nike continues to tell audiences, “Just Do It,” Motel 6 promises, “We’ll leave the light on for you,” and, the iconic Budweiser Clydesdales, who barely made the cut this year, have been a constant.

While Dr. Murphy’s presentation focused on advertising campaigns, the same principles can be applied to PR and any form of strategic communications. Furthermore, these principles can be used beyond the world of strategic communications and used in your everyday business or personal correspondence.

*All ideas and examples in this blog are credited to Dr. John Murphy.

A Marketers Christmas

Posted on February 9, 2017 | by Ketner Group

Moving Beyond The 30 Second Super Bowl Ad Spot

This blog was provided by our intern, Daniela Ramirez.

The biggest sports event of the year, the Super Bowl, is one of America’s most highly celebrated events. Millions tune in every year to watch two teams go up against one another, competing for the NFL’s biggest title. But this year I tuned in for a different reason, the ads.

We all know how expensive these advertising spots for the Super Bowl are and generally only major brands can afford to make the investment. However, I often find myself thinking, “Why would you spend all of that money? How do these high profile brands measure their ROI for a spot that can cost businesses over $5 million? Is it even worth it to have your name out there for 30 seconds when it has the opportunity to be skipped over, muted or even fast-forwarded in today’s DVR world?”

Companies often use the Super Bowl as an opportunity to move a brand or product forward in the marketplace, pioneer forward thinking and engage with their consumers. With this in mind, many brands are moving beyond the traditional TV platform to share their message and create a bigger strategy out of their 30-second ad spot. This is where public relations and marketing come in.

Since brand’s now have more opportunities and channels at their disposal, they can create and drive an entire campaign around one ad, such as Lumber 84 did this year. The televised “The Full Journey” spot prompted users to head to their website to discover the uncut film and find out what happens at the end of the journey. What you found was not a simple advertising campaign, but a powerful statement that has made this brand that was previously only well-known in the building supply industry, a household name. Shortly after the spot aired, Lumber 84’s website crashed as a result of social media conversation and publicity around the advertisement’s message.

Airbnb’s Super Bowl spot was part of larger campaign launch. Shortly after their “We Accept” spot aired, I received an email to my inbox as a call to action to learn more about their brand and #weaccept campaign.

After clicking the “Learn More” button, I was led to a blog post that provided me with more information about the campaign and Airbnb’s corporate social responsibility initiatives.

These cross-channel marketing strategies are one of the many tactics communications professionals are using to make their advertising dollars go further. And, we saw this not just after the ads aired but before kickoff. Many brands teased their spots before the Super Bowl event to generate buzz, create curiosity and engage with their audience.

Whether it’s before, during or after the big game, ultimately, brands need to implement a strategy that will resonate with their audience. But the challenge is figuring out how to do that. In the age of digital, brands are always looking for new ways to break through the noise and be top of mind. No matter the medium, it’s now more important than ever for advertising, marketing and public relations professionals to join forces and communicate one cohesive message while keeping the consumer in the middle of the conversation.