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Building brand awareness through content creation and community engagement.

February 24th, 2016

What We Love: More From the Voce/PNConnect Staff

Valentine’s Day may be behind us, but February is still the month of love. Last week we shared a roundup of what folks on the PNConnect SF team love; today, back by popular demand, we’re sharing some more examples of what we love.

The team members below represent various areas of expertise – from media relations to Wikipedia to content strategy. But they share at least one thing in common: something super nerdy to love, and a strange willingness to share that with the Internet:

Mary Gaulke, Content Strategist

“I love my favorite productivity tools: Google Tasks, which lets me link items on my to-do list to specific emails. Boomerang for Gmail, which lets me schedule emails to bounce back to me at specific times, getting them out of my inbox for the moment but ensuring that I don’t forget about them. Write or Die, an incredibly low-rent web app that pushes me past writer’s block by forcing me to word vomit into a text box before an angry dialog box pops up. And Moosti’s pomodoro timer, which helps me get started on big jobs by breaking them into manageable time chunks.”

gaulke 0415 2

Mackenzie Lape, Associate Client Executive

“I love that I’m constantly learning. Technology is rapidly evolving, and to stay relevant and ahead of the curve, you have to have a high level of intellectual curiosity.  I love reading up on the latest trend in communications or the hottest new technology and explore how both are integrating to shape the industry. Creatively, socially, and traditionally, no two days in PR are the same. I love that it’s part of my job to educate myself on the world around me.”

mackenzie lape

Christina Rotar, Associate Client Executive

“A single easy-to-use platform that allows you to manage each of your clients social channels? What’s not to love! I love that social media management platforms such as Sprout Social exist and have created a one-stop shop for your clients Facebook, Google+, LinkedIn, and Twitter accounts. From publishing content to competitive analysis and social media analytics, this well-organized dashboard helps you optimize your social campaign so you can help your clients reach their target audience. I love that tools like these let me work smarter, not harder.”

christina rotar

Ariel Rothbard, Client Executive

“I love working in teams. I’ve seen the success that can result from several intelligent, creative and innovative minds working towards a common goal. Brainstorming, strategizing, planning and collaborating, on a daily basis, have allowed my teams to achieve even greater, more impactful results than if we had only been using the power of one brain. Plus, it’s an added bonus when you actually like your team members. Across my accounts, I’m able to work with a variety of people from different backgrounds, who all possess unique skill sets. I’m always learning new things and gaining fresh perspectives from each person I work with, and as a team this translates into delivering consistent high-quality results for our clients. It’s a win-win!”

ariel rothbard

 

About the Author
Andy is responsible for developing and implementing social media and digital publishing programs for Voce clients.

Filed in Voce People

February 23rd, 2016

Things We Love: Writing

At the end of the day when I’m catching up with my family we, like many such families, ask about each other’s days. Occasionally my response will be something along the lines of “Well, I got to write a bunch, so it was a good day.”

keyboard

While I do content strategy here at Voce/Porter Novelli, managing editorial calendars and making sure tactics are aligning to strategies which are aligning to goals and so on, at heart I’m a writer. That’s how I self-identify. “Writer” is how I see myself and how I carry myself. It’s intrinsically caught up in my heart and my head.

I’m constantly working on a list of thing to write about. That comes from a feeling that the written word is the best way for me to express myself originating…what’s deeper than bone marrow? It comes from my soul. Things I want to weigh in on burn around my brain until I finally let it out. Sometimes I feel the need to write about something but I don’t know what it is I want to say. So I start writing and somewhere around the second paragraph I find my voice, the thesis around which all of my points revolve.

Sure, I can effectively communicate thoughts through speaking. But nowhere do I feel more at home than in front of a keyboard. As Ralphie’s Old Man in A Christmas Story worked in profanity, I work in the written word. It’s my true medium. Sometimes it’s just about things I’m a fan of and want to share my enthusiasm for. Sometimes it’s simply to share news I feel is important and have a perspective on. Sometimes it’s an opinion piece and I need to spend 1,200 words explaining why you all just don’t understand what is clearly evident and jeez am I the only one who’s thinking clearly? Sometimes it’s a mix of all three.

What astonished me several years ago was the realization that there was a direct connection between my ability to write and my overall creativity. Somewhere along the line I realized the days that started out with or included a healthy amount of time devoted to writing were the same ones where I better liked the ideas I was coming up with for clients and other programs. It’s as if there’s a part of my brain that opens up when I write and, once open, lets all the other great ideas out.

So when we’re asking what inspires me, what I love doing it’s just this simple: Writing. Without being able to write I feel as if part of me is closed off. That’s what gets me up and gets me going.

About the Author
Chris Thilk works on the Client Services team, part of Voce Connect, developing and executing social media strategy. You can follow him at @christhilk on Twitter.

Filed in Voce People

February 19th, 2016

Voce Client Coverage – 2/19/16

Every week the Voce team works tirelessly to secure important coverage for clients. Below is just an example of the results of this week’s work and you can see more on Flipboard.

Armor, BeyondTrust, Citrix, Micro Focus, Vectra Networks, Palo Alto Networks and Rook Security

CSO, How to prevent shadow IT

Seven Voce clients contributed insights to the CSO slideshow on best practices for preventing shadow IT.


micro focusMicro Focus

SecurityWeek, Discussing IT Security Spending Feels Like Electing a President

Travis Greene shares suggestions to help guide IT security spending.


Coupa Software

PYMNTS.com, Coupa Untangles The Data Of Supplier Webs

Coverage of Coupa Software’s recent launch of their Supplier information Management service, highlighting the benefits that this new offering brings to their customers.


whitehat security twitterWhiteHat Security

New York Times, Free Tools to Keep Those Creepy Online Ads From Watching You

WhiteHat founder Jeremiah Grossman explains how consumer privacy is at risk with Internet of Things devices.


SanDisk

ZDNet, SanDisk Connect: Another way to skip the Apple storage tax

SanDisk’s Connect Wireless Stick highlighted as a workaround for Apple’s high storage pricing.

Filed in Voce Clients

February 19th, 2016

Quartz’ News App and the Future of Journalism

There’s a recent trend that I’ve noticed in journalism lately: making stories conversational.

Quartz’ newsexting* app is what made me stop and actually think about it, but it has been happening for quite some time now. Thanks to comedians like John Oliver, Stephen Colbert and the satirical superstar Jon Stewart, American news commentary has splintered off in an interesting way.

quartz-app-chat-ui

Note the distinction I make between their being comedians and not journalists. That is incredibly important.

There is a difficult balance that has to be maintained between legitimate journalism and entertainment. The Onion is the perfect example of this dichotomy. While news parody is fun, I do find it worrisome when people share an Onion story, thinking it is legitimate journalism.

But maybe that’s the key difference between “hard-hitting journalism” and entertainment like that found in Quartz’ new app. Good, impartial journalism is more often than not – boring. It is an unfortunate side effect.

Some might say that Quartz is trying to make news interesting by following the formula of what made “Choose Your Own Adventure” books fun. But I think what is more interesting will be to see how readers respond and comment on the stories that Quartz curates and shares, and what Quartz eventually does with this data.

While I don’t think the Quartz app is indicative of what the future of journalism looks like completely, I do believe that it is a step in the right direction. Written content does need to change so it can be shared in a world that is completely addicted to being online and connected at all times. Whether that content evolves into nothing more than a clickable RSS feed, or be converted into short, pithy stories that are widely shared, still remains to be seen.

*I know news-texting would be technically more accurate, but…. Newsexting. Come on.

Filed in Uncategorized

February 17th, 2016

What We Love…From the Voce/PNConnect Staff

We at Voce have a lot of love to give around, and we love the opportunity to share some of what we love. Stacy Libby and Christopher Barger have already shared what they love, so we’re keeping the theme going.

This week, we highlight what we love from a selection of our digital talent in the San Francisco office. Each of the below team members are a part of the Voce PNConnect San Francisco team.

Edward McClendon, Supervisor

ed mcclendon new

“I love stalking other brands. Not in a creepy (restraining order is needed) kind of way. I’m talking about keeping track of what other companies, B-to-B or B-to-C…it doesn’t matter, are doing in the social space. How do I do this? Via a custom Twitter list or brand focused dummy Instagram account. Why do I do this? It helps me think outside the box. It also gets my wheels turning in regarding to what we can do for our clients. Some might call this simply keeping up with the Joneses. I like to think of it as my own personal digital collaboration.”

Stephanie Moore, Senior Client Executive

steph moore new

“I love checking things off my to-do list. There are few things better than looking at my notebook at the end of the day and seeing everything completed. I also love inbox zero. I’m the kind of person who checks emails compulsively and files them away (or deletes them) if they don’t directly pertain to me. Both of those things tie into the fact that I do truly love being organized and keeping complex client projects, launches, and campaigns structured across my teams.”

Andie Rodriguez, Client Executive

andie rodriguez

“What do I love? It may sound nerdy, but over the past couple of years I’ve learned to love the analytics that I’m capable of generating across my accounts. Whether its measuring earned media share of voice against competitors in top tier publications, or working with social media analytical tools to measure what our most engaging content is – I love taking a deep dive and pulling out analyses for my clients. The other thing I love about getting granular with analytics is that it gives me enough information to provide meaningful recommendations for both my PR and social media programs. In other words, I’m able to be a bada$$ when it counts.”

Andrew Stoltzfus, Vice President

stolzfus 1215

“I love helping clients find ways to make the biggest impact possible by extending the content we’re already creating across a range of channels. Did we write a press release – or just a pitch? Let’s figure out a way to use elements of that on owned channels – and then extend the impact through paid. It’s fulfilling to look beyond the basic “ask” (write a press release, handle the daily social media publishing) and put that content to work to reach additional audiences. And when we measure the how all of those components act together to move the needle, that’s the really fun part (not to steal Andie’s thunder!).

About the Author
Andy is responsible for developing and implementing social media and digital publishing programs for Voce clients.

Filed in Voce People

February 16th, 2016

Voce Student Essential Reading 2/16: Instagram Video Views, Facebook Live Video, How to Run Meetings & More

Instagram-view-count

Image via Digiday

Social Media

Brands rejoice: Instagram to begin showing the number of views a video gets

“View counts are coming to Instagram videos for everyday users and advertisers. Video counts are a fixture on Facebook, and today the sister app is rolling them out, Instagram said today. The new setting will start showing for a limited number of users and be available network-wide in the coming weeks, the company said.”

Voce Insight – Views beget more views, so being able to see how popular a video is could be a boost for brands. This will also allow managers to benchmark what types of videos perform best for their clients.

How BuzzFeed curates stories for social platforms

“BuzzFeed Distributed is a team of designers and illustrators who create original visuals and memes for BuzzFeed’s social channels. These assets are requested and shared by a team led by Rachel Christensen, who oversees and directs social media for all non-news editorial content produced by BuzzFeed.”

Voce Insight – BuzzFeed here demonstrates that sharing the same content across all channels at the same time is not going to work as well as a sober, methodical approach. The different conventions of each channel should influence what you publish. Twitter favors the short and timely, while Facebook allows for larger pieces.

How Fusion and Vox are using Facebook live video

“Last Monday evening, Fusion lead anchor Jorge Ramos went live from the Iowa Caucuses, updating viewers of the results of the first contests of the presidential nomination battle. But Ramos wasn’t on TV or on Fusion’s website: His reports that night were streamed on his Facebook page, where one hourlong stream attracted about 7,000 concurrent viewers and nearly 3.6 million views since Feb. 1.”

Voce Insight – Before producing a longer video exclusively for Facebook, it’s worth thinking about how it will relate to video content on your own site and other channels like YouTube. Owned sites generally work better as a repository of content, but sharing it on Facebook presents it to new viewers – pros and cons worth weighing.

Public Relations

Harvard Business Review successfully adapts to the digital age

“Adi Ignatius knew something was wrong when he was applying for the editor-in-chief’s job at Harvard Business Review in 2008, during the teeth of the Great Recession. Business honchos regularly consult the publication, considered a bible for management advice. But the business review still hadn’t published a word about the recession, as Ignatius recalls. The reason? There was a six-month gestation time for many articles.”

Voce Insight – This goes to show that a mix of pithier content and longer pieces will keep your audience coming back. Most of all, it’s important that whatever you produce is useful for your readers. Keep this in mind as you’re producing content to support client news.

Career

Five Bad Habits That Make Meetings Miserable And Unproductive

“In 2015 organizations held more than 25 million meetings per day in the United States. This translates to more than $37 billion in lost productivity, according to a study by Fuze. One Harvard Business Review report found that 67 percent of meetings are considered unproductive by executives and they take up roughly 15 percent of every institutions time.”

Voce Insight – Setting an agenda in order of importance, addressing only those items listed and taking a few minutes at the end of the meeting to recap what actions need to be taken next are part of how we like to run meetings.

4 Moves You Didn’t Realize Make You Look Unprofessional In An Interview

“I spoke to four career coaches to get the outside-the-box scoop on the truly unprofessional things that are bound to hurt you in your job search process. Read on so you can avoid them like you avoid crowds on Black Friday.”

Voce Insight – The questions you ask the interviewer at the end are equally important to the answers you give when they have the floor. Asking the right questions show that you know the organization and the field, demonstrate interest and show that you’re not just going to be a paycheck worker.

Filed in Weekly Reading

February 12th, 2016

Voce Client Coverage – 2/12/16

Every week the Voce team works tirelessly to secure important coverage for clients. Below is just an example of the results of this week’s work and you can see more on Flipboard.

Armor, BeyondTrust, Micro Focus, Rook, Palo Alto Networks, WhiteHat Security

CSO Online, What to love about your IT security job

In the spirit of Valentine’s Day, security experts from six Voce clients share why they love working in information security in CSO Online. 

palo alto networks logoPalo Alto Networks

LegalTech News, New Skype Malware Mimics E-Discovery on Unsuspecting Users

Palo Alto Networks Unit 42 finds T9000, an advanced modular backdoor that uses complex anti-analysis techniques. T99000 allows the attacker to capture encrypted data, take screenshots of specific applications and specifically target Skype users.

Federal Times, Industry sounds off on tech, cyber in Obama’s budget

President Barak Obama’s federal budget request for fiscal 2017 included a significant increase (35 percent) in cybersecurity spending. Ryan Gillis, Vice President, Cybersecurity Strategy & Global Policy at Palo Alto Networks, provided commentary and highlighted significance of the cybersecurity initiatives over the last few years.

BeyondTrust

SearchSecurity, Social engineering attack leads to leaked info on 20,000 FBI agents

BeyondTrust’s Morey Haber commented on the social engineering aspect of the latest federal data breach, which compromised information belonging to thousands of federal employees.

armor logoArmor

Government Computer News, 5 Principles to ensure CNAP success

Armor’s Dr. Chase Cunningham published a bylined article in a government vertical outlining the ways to ensure President Obama’s newly announced Cybersecurity National Action Plan (CNAP) is a success.

Rook Security

Indianapolis Business Journal, 2016 Forty Under 40: J.J. Thompson

J.J. Thompson, the founder and CEO of Rook Security, was named to his local business journal’s Forty Under 40.

Filed in Voce Clients

February 12th, 2016

What I Love…Or What I Need?

Voce Nation kicked off a Valentine’s Day-inspired blog series aptly titled “What do you love?” Throughout February, Vocians are challenged to wax-poetic about the things that inspire love and passion in our lives. Quite the tall order for a working mom who barely has time to think between struggling with elementary school homework and washing soccer gear.

Alas, I never deny a challenge, so I decided to take a moment to reflect, think and write. What do I love? Well, I love my family, friends and good red wine. I love CrossFit, my adorable Westie and traveling. That was easy. Too easy. So, I decided to ask myself what do I need? That was much harder.

What does a 40-something year-old working mom need in 2016? Sigh. Sounds so cliché. Can defining what I need help me define what I love? Ugh, now I sound like Elizabeth Gilbert.

Turns out, it just took a glass of wine and another birthday to make me understand what I need: This seasoned communications professional needs to light a fire in her gut strong enough to conquer the back half of her career. She needs to be pushed, challenged and inspired. She needs to surround herself with people who are smart, accomplished… and searching for excellence with her.

Fortunately, my timing is kismet… I am about to embark on an exciting journey with 5,000 women who also are looking to be pushed, challenged and inspired. That certainly is something I need… and love.

Watermark Conference for Women

watermark conferenceI recently joined the social media “street team” for the Watermark Conference for Women in San Jose on April 21, 2016. At first, I volunteered because the social media director is a stud… and then I did my homework. The Watermark organization seems amazing. Watermark is a community of executive women in the San Francisco Bay Area, whose mission is to increase the representation of women at executive levels to drive innovation, human development and economic growth.

Perfection.

The Watermark Conference for Women is designed for women seeking professional development and networking. It offers community and connection, information and inspiration, motivation and momentum. It is designed to help people discover what they want and achieve it. The conference features A-list speakers who share wisdom and expertise on a wide range of personal and professional development topics, helping attendees find clarity on personal goals and what is needed to accomplish them.

Learn from the Best in their Business

Once I signed up for the street team, I looked at the conference keynote speakers and nearly fell out of my chair: Mindy Kaling, Abby Wambach, and the CEO of Life is Good. Oh. My. Heart. Here’s my take on the keynotes and why they inspire me:

Mindy Kaling: Actor, Writer, Producer, Director

Favorite Quote: Why not Me? (It’s also the title of her latest book.)

What It Means To Me: I love mentoring and helping others reach their professional goals – and it’s also okay to help myself. I need to make my career a priority as I encourage others do the same.

Abby Wambach: World Cup Champion

Favorite Quote: “The most important thing is that sometimes you have to go through hard times to get to the good stuff.”

What It Means To Me: The phrase “hard times” is relative. As a long-time agency person, hard times typically means losing a client, finding a new client, or hiring and firing staff. I must remember that the hard times are what make the good times happen.

John Jacobs: Co-founder of Life is Good

Favorite Quote: “The only true currency in the world: your time.”

What It Means To Me: This one hits home, and not because my clients pay for my time. My time is valuable beyond 9-5. I need to wisely use my time with my work, clients, colleagues, friends and family.

The Best is Yet to Come

The keynote speakers will be amazing, no doubt, but I am most excited to explore what I can learn from other women as I embark on my journey to be pushed, challenged and inspired:

Pushed: Will I find a new mentor to push me when our paths serendipitously cross over a breakout session?

Challenged: Will I be challenged to get out of my comfort zone, overcome fears, or admit my potential is limitless?

Inspired: Will I be inspired with a new career-changing idea that never even occurred to me?

This conference is the first step on my journey to determine what I need… to define what I love. The Watermark Conference is April 21, 2016 in San Jose, Calif. Won’t you join me? I would love it if you did.

Filed in Voce People

February 10th, 2016

Twitter’s Algorithmic Timeline Is Live

Last Friday news broke that Twitter was maybe considering introducing an algorithmic timeline, rearranging updates in a way that surfaces things in a way similar to Facebook. After some sort-of denials by Jack Dorsey, including assurances that no, an algorithmic timeline wasn’t coming this week, an algorithmic timeline has started rolling out today.Twitter_logo_blue

The change is being positioned as a way to help you catch up on Tweets from the people you follow. Right now it’s a setting you opt-in to and, if you do so, the updates Twitter thinks you’re most likely to care about will appear at the top of your timeline, with the “rest” appearing below. So it appears to be an expanded version of the “While You Were Away” feature that’s been in place for awhile now. For the moment this is opt-in but Twitter’s post says they’ll be turning it on for everyone in the coming weeks and it’s not clear how you’ll be able to turn it off.

Twitter touts the increased engagement they’ve seen among those who have been testing out this new format, which seems to be the point: That Twitter wants to generate more Retweets and conversations around the things that people are already talking about.

The issue with that approach is that those things people are already talking about tend to be…let’s just say they’re not always the most constructive or important matters. Yesterday, for example, you might have seen everyone reacting to Kanye’s meltdown but maybe not the results of the New Hampshire primaries.Think about how two years ago the unfiltered Twitter stream was all about the racial violence in Ferguson while Facebook was focused on the Ice Bucket Challenge. Engagement based feeds are fine, but they’re designed to show you the things you want to know about, not the things you need to know about.

For content marketers the implications are pretty substantial. If the posts you put up can’t reach whatever tipping point trips the algorithm they’ll be seen by an even lower percentage of your audience than you’re currently seeing. If it does clear that line it could, on the other hand, expose your message to many more than would have otherwise seen it. Engagement begets engagement.

All this reemphasizes how important it is to have sustainable strategies, even if the tactics change. It’s another feed to figure out for content marketers who now need to be at least conversant in SEO, Facebook’s feed, Pinterest influencers, how to convert on Instagram and more. But if the strategies are sound then the tactics that follow from them should be easy to adjust as you gather metrics and otherwise evaluate how the program is performing.

Twitter’s search for user growth, something it has struggled with to the dismay of shareholders and the detriment of its stock price, now stretches beyond more and different ad products – it introduced guaranteed top-of-feed placement just yesterday – into the core Twitter experience.

About the Author
Chris Thilk works on the Client Services team, part of Voce Connect, developing and executing social media strategy. You can follow him at @christhilk on Twitter.

Filed in Content Marketing, Microblogging, Social Networks

February 9th, 2016

How Did that Big Game Content Marketing Turn Out?

Last week I took a look at how three companies – Heinz, Squarespace and 20th Century Fox – were preparing for their “Big Game” spots. In some cases there was a lot of teasing going on while in others there was almost no acknowledgement that something larger scale was coming.

In the immediate aftermath of the game a few different narratives emerged in the press. Variety’s Brian Steinberg felt the ads were small-scale and underwhelming for the biggest advertising event of the year. Sydney Ember at The New York Times felt the ads were a textbook example of playing it safe, with brands sticking to celebrities, animals and so on. There were also plenty of examples of brands creating ads that were meant to play well on TV, social networks viewed on mobile devices and elsewhere.

In terms of actual data on overall trends, only 45% of ads included a hashtag (down from 50% in 2015), 35% included a URL and very few mentioned Twitter or Facebook explicitly, with no ads specially calling out Instagram, YouTube of Snapchat. According to UnionMetrics, Doritos, Budweiser and Mountain Dew were the most Tweeted about ads, showing the power of #PuppyMonkeyBaby. Cision had slightly different data, with Mountain Dew, Doritos and Amazon making up the top three.

The numbers were very different on Facebook, where Hyundai, Budweiser and KFC were the most-viewed ads. Budweiser was the only one of those to also appear on Networked Insight’s list of the ads generating the most positive Twitter comments. Visible Measure’s ranking of the ads accumulating the most video views was topped by Wix.com’s Kung Fu Panda ads, Hyundai’s “The Chase” and Doritos somewhat controversial “Crash the Super Bowl” spot. YouTube of course has its own ranking of both top trending ads and most-searched terms during the game.

So with some general data out of the way, let’s look at what the three companies I previously called out did during and immediately after the game, as well as how their ads were received.

Heinz

The condiment brand was pretty active on Twitter during the game. It continued to point people to the YouTube video of the full spot and encouraged people to vote for it in the USA Today AdMeter poll. It was also nicely responsive to several people who were asking when the “Meet the Ketchups” spot was going to air, telling them it would be during the 3rd quarter. It also did a bunch of “real-time” efforts such as sharing a turned-over ketchup bottle when there was a turnover in the game. These weren’t produced on-the-fly but seem to be pulled from a stock of images that could be used during the game, though obviously someone – or a team of someones – was paying attention to what was happening. At the beginning of the second quarter Crusoe the Celeb Dachshund “took over” the account, which brought with it some puns, jokes about whether “hike” means “walk-time” and more. Later on, after things had reverted to normal, there were also some fun interactions between other brands like Build-a-Bear, Petco and others who were tweeting at Heinz with dog humor. They also RTd PETA and sent other messages encouraging people to consider adopting a dog, dachshund or any other kind.

heinz meet the ketchups

 

While it didn’t make anyone’s list of the best or most memorable spots, Steinberg at Variety called it “a memorable entry” whose message won’t exactly subtle. According to Visible Measure’s video charts, this was the ninth most-viewed ad in the lead-up to and final release of the game spot.

Squarespace

Far less active than Heinz was Squarespace. The site building and hosting company pretty much just kept promoting links to the livestream of Lee and Morris’ commentary. There were a few GIFs of either Key or Peele making faces or something, sometimes in reaction to a play in the game itself. There were only about a dozen Tweets between the game starting and ending and none of them included the ad itself or anything about that commercial. The company hasn’t posted at all since Sunday.

squarespace real talk post game

Variety’s Steinberg liked the overall effort of having Key & Peele hosting online commentary but called the ad promoting that effort “a muddled affair,” That sentiment seems to have been shared by Adweek, where the spot was labeled “OK” but which praised the commentary stream. The team at Fortune was more harsh, giving the commercial an F in their roundup. But it ranked highly on a list of companies doing well integrating Instagram marketing with their advertising.

20th Century Fox (For Deadpool)

Also not that active during the game, though the studio was obviously having fun. In one Tweet it put Deadpool masks on an image from Hyundai’s commercial starring Ryan Reynolds. There was also a fun exchange between the movie and Esurance over whether or not Deadpool could enter the sweepstakes the insurance company was running. The anti-hero was ruled ineligible because he appears in the spot, part of the movie’s cross-promotional campaign.

It had been reported the movie would get a Snapchat presence during the game and part of that included a branded photo filter that included a couple different movie-themed overlays people could add to their Snaps.

Conclusion

There were obviously several different approaches taken to in-game commentary and engagement during the game. I’m sure if I looked at five other brand I’d see at least three or four more angles being taken. What’s obvious, though, is that some brands saw “prompt immediate action” as the primary point of their activity while others were going more for generating brand awareness. I’d hazard a guess that the size of the team manning the social media controls during the game also impacted activity quite a bit. As I promised last week, if the situation warrants I’ll come back next week to see if these brands have extended the conversation at all long-term.

About the Author
Chris Thilk works on the Client Services team, part of Voce Connect, developing and executing social media strategy. You can follow him at @christhilk on Twitter.

Filed in Content Marketing, Microblogging

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