New Facebook Videos Will Generate Ad Revenue

Four million users a day watch videos on Facebook. The social media site now wants to cash in and more aggressively compete with Google Inc.’s YouTube.

 

Mark Zuckerberg talks about Facebook Video and it's plan to share revenues with it's users.Facebook announced a revenue sharing model this week similar to YouTube’s where they will share ad revenue with video creators in a move, according to the Wall Street Journal, designed to attract more polished content and more ads. If successful, Facebook is a more daunting threat to the Google owned online video site.

 

While many people are mesmerized by family moments and funny animal stories, the Titans of digital media clearly see your videos as a strong revenue stream. Interesting fact to note: smart phones are the source of 65% of all video views on Facebook.

 

For more details on the changing landscape of what you’re seeing online go to Fortune.

The Importance of the Press Release

As communications veer ever-toward the digital, you may find yourself wondering, “Do I really need traditional public relations? What value is there in an ‘old-fashioned’ press release?”

Let us ask you this, are you more likely to believe it when a stranger says, “I’m the best Hula Hooper in the world,” or when the New York Times writes an article saying, “Stranger is the best Hula Hooper in the world”?

Getting the news about your company published by a third party gives your story credibility, but how do you get your story to the media?

Press releases.

According to the 2014 Business Wire Media Survey, 90 percent of journalists used a press release within the last week and 80 percent turn to a company’s newsroom (where your old press releases should be posted) when researching an organization.

90 percent of journalists used a press release within the last week

Photo via Business Wire.

Not only do you have to write the press release and get it to the right contacts within the correct outlets, but more than half (54%) of surveyed journalists were more likely to review a press release that includes multimedia than one that does not. With such a strong bias by the media for releases that contain images, it is important to note which multimedia elements are preferred.

journalists like multimedia in their press releases

Photo via Business Wire

Photographs (73%) lead the way, with graphics (43%), infographics (32%) and video (27%) also following closely behind.

Journalists like photographs the most.

Photo via Business Wire.

Once your press release goes out to the appropriate media, it should be available within your organizations’ online newsroom. Press releases (88%) remain one of the most sought after content types within a newsroom and 52% of journalists asking for at least one to five years of past press releases and 27% preferring the complete historical archive, according to the Business Wire report.

Journalists research organizations using the company's online press room.

Photo via Business Wire.

The power of the press release is that it is the most valuable tool you can give to journalists, the gatekeepers of the media. You know that your organization is newsworthy; press releases are the way to get it out there.

And guess what? Press releases are one of the most traditional pieces of public relations.

The Wrong PR Move: Beyonce’s “Beyhive” Upset at her GMA Announcement

Recently, Beyoncé appeared on a very-much hyped segment of Good Morning America. Promos of the appearance emphasized her message’s importance to fans and that they were going to “love it”. Many fans thought Beyoncé was going to announce tour dates, a new pregnancy, or something show-stopping.

 

Instead, fans were disappointed to hear that her announcement was about her vegan diet she adopted four months ago and about her new 22 Days Nutritional Plan.

 

Some fans were outraged and took to social media outlets like Twitter to vent their opinions on her announcement.

Bad Twitter responses to Beyonce GMA announcement .

 

Some blame Beyoncé for all the buildup for such an anticlimactic message, while others blame GMA for their promos due to the fact that they knew what she would be announcing but decided to over-sell her message. Could all the fault be put on GMA? Or could the Beyoncé camp be part to blame? Without a  doubt, her message brought plenty of awareness to the vegan lifestyle as a whole, making her vegan fans happy, but it also brought media attention to her new plant-based 22 Days Nutrition Plan she, her husband Jay-Z and her trainer Marco Borges teamed up to create.

 

Beyonce and Jay-Z 22 day nutrition program plant-based diet

Beyonce and Jay-Z take part in 22 day nutrition program. Image via www.22daysnutrition.com.

 

The announcement was more than likely supposed to spear-head a movement amongst her massive number of fans to embrace her nutritional plan, but instead it seems to have backfired. While some fans may indeed choose to follow in her footsteps, many other fans are outraged and feel as though Beyoncé has somewhat tricked them.

Could this hurt Beyoncé musical career? Could this become a great tool to organize a nation-wide vegan movement? Or could this end up being a small footnote in music history and soon to be forgotten? We’ll have to wait it out and see how things unfold in the coming weeks and months.

#CharlieCharlieChallenge

Have you heard of the #CharlieCharlieChallenge that overtook social media the past few weeks? It’s a challenge that mixes childhood superstitions of “Bloody Mary” and the Ouija board to summon a Mexican demon named Charlie. It might sound a little ridiculous, however, that didn’t stop the phenomenon spreading across social media.

How Does It Work?

According to the Huffington Postcharlie4-3

“Take a piece of paper and draw a single horizontal line and a single vertical line that meet in the center. Put a “YES” in two opposing sections and a “NO” in the other two. Place two pencils across the middle of the drawing in a plus-sign formation, with one balanced atop the other so that it can spin.

“Ask aloud, “Charlie, Charlie, are you there?” or “Charlie, Charlie, can we play?” and the top pencil will likely move at some point because of how it’s balanced. However, some players believe it’s a sign that “Charlie” is in the room and ready to take questions.”

Consequences:

Some people became genuinely scared, recounting stories of hauntings and attacks by demons. The torment is especially awful if one stops playing without first asking “Charlie, Charlie, can we stop?” without getting a “no” in response.

The challenge trended on Twitter and Instagram almost immediately, with many posting videos and photos of their results.

The_Gallows_PosterTerrifying as it was, it seems this trend was just a giant marketing campaign for a new horror movie, The Gallows. The movie is about a boy named Charlie who was killed during a high school play. Years later, the high school tries to honor Charlie by recreating the play. A few students decide to break into the school at night in an effort to stop the play’s production; to dire consequences. The #CharlieCharlieChallenge is featured in one of the movie’s scenes.

While the #CharlieCharlieChallenge was a smart marketing move, generating conversation and action, it was also incredibly terrifying. I’m sure many more movie theatre goers will be seeing The Gallows now!

Tracking the Invisible – Analytics for Social Media Images

Social media has become increasingly more image-based. This fact can be attributed to why platforms like Instagram and Vine are increasingly on the rise. Here are some quick stats:

  • According to 2014 research published on eMarketer, photos accounted for 75% of content posted by Facebook pages worldwide.
  • Photos and images are also the most engaging type of content on Facebook, with 87% interaction from fans.
  • For Twitter, adding a photo URL to your tweet can boost retweets by 35%.

Knowing this is great for content marketers. However, for those attempting to track mentions from followers and engage their brand in the conversation, this is a challenge.Analytics

How do you find a great post to “regram” on Instagram if no one tags or adds a #YourBrandHere to their post? How do you respond to customers on Twitter who don’t include your handle? How do you respond to Facebook users who don’t post directly to your page? How do you track the analytics to show your boss that social media is worth the time?

Nearly 85% of posts that contain a logo contain either no text or no text that is relevant to your brand, according to Brian Kim, director of product management for ad-tech startup GumGum.

If the visual elements going on social media largely elude the tracking and analytics brands use to keep tabs on what people are saying, how can we give an accurate picture to our clients about what’s being said about them?

Our recommendations:

mantii_th4

Enter the new social media analytics platform, Mantii. This platform is an offshoot of GumGum. Mantii looks for all or part of brand logos contained in social media posts, whether they mention the brand in text or not.

reverse google image search

Another method is to track your own images being shared through a reverse Google Image search. Google’s search by image can easily give you the information you need about your own pictures being shared by others.

curalate logo

A final method is to use the platform Curalate. Curalate applies image-recognition algorithms to social media platforms, much like Mantii. However, this platform is officially recognized by Pinterest, Tumblr and Instagram.

Have you used, or plan to use any of these platforms? Or are you using a different platform to track your images? Let us know in the comments.

Google will soon reward mobile-friendly Websites: Some things you need to know

downloadFor some webmasters and companies, Google’s recent mobile friendly update, referred to as mobilegeddon, comes as an inconvenience. However, Google claims that these changes will make it more convenient for people searching on mobile devices.

Google announced recently that it’s made a number of changes in the way it will rank websites. This change comes down to a very important element: whether your website is fully optimized for mobile devices.

“Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high-quality search results that are optimized for their devices.” – Google

What does this mean? If your website, blog or landing page is not fully optimized for mobile devices, it’s likely that you’ll see a noticeable change in your ranking on mobile searches.

 

Here are a few content tips to consider when preparing your site.

• Focus on clear and concise headlines – Compelling headlines are important for mobile formats. A great indicator of a good headline: how would the headline read on Twitter?
• Follow the inverted pyramid – Don’t bury the lead. Highlight your key takeaways upfront and save other details for later in the story.
• Keep your paragraphs short and sweet – Large blocks of text may discourage mobile users from reading all the way through. Limit your paragraphs to only a few sentences.

For more information on Google’s mobile-friendly update, they’ve provided a rundown of what to expect and FAQs.

Public relations provides a recipe for success for restaurants on Orlando’s International Drive

Though new food fads are created daily in the restaurant business, it is often the old favorite dishes and drinks that are top sellers.

The Orlando Eye at I-Drive 360

The same is true is in restaurant marketing. Public relations – announcing your story before everyone else does it for you – has been around for years. Some might say that public relations and its main dish, the press release, are old news in today’s digital age. Yet PR is still the building block for restaurant success and a key step to customer credibility.

For owners with an eye on the bottom line, restaurant PR can produce results. It can get people talking about your restaurant, your new space or your new menu.

Wellons Communications has had success with restaurants across the Sunshine State, launching new restaurants and keeping existing brands in the public eye – no matter where the customer gets their news.

This month kicks off the  celebration for Orlando I-Drive 360, a new entertainment complex with the Orlando Eye, attractions and host of wonderful shopping and dining options. Our agency is proud to play a part in the promotion of this new mecca for tourists. We were honored to open Tin Roof, a restaurant and live music venue, as well as Cowgirls Rockbar.

We also opened and partied with McFadden’s Restaurant and Saloon in the neighboring complex Vue at 360. For each of the openings we used public relations to help find qualified staff, educate food media on new signature dishes and create credible media buzz that brings people in the door.

At Wellons Communications, we don’t make the food – but we do make it sizzle.

The Importance of Knowing Your Audience in PR

So you got the new iPhone update which includes the new emoji keyboard and you’re really excited about it.

However, you wouldn’t send your grandmother a text full of emojis when you know that:

  1. She doesn’t understand that EMOJIS means that you did not enjoy waking up this morning.
  2. Her cell phone doesn’t receive text messages.

You would simply pick up the phone and tell her that information. It doesn’t make sense to send her a message she doesn’t understand through a medium she would never see.

The same is true in public relations. Knowing who you’re speaking to – knowing your audience – is a critical part of the PR practice.Apple new emoji keyboard.

No matter what strategy or tactic you are using, the best message in the world won’t be effective unless it’s in front of the right people in a way they understand. From collateral to social media campaigns and press releases, knowing your audience is crucial.

For example, when choosing outlets to send press releases to, we choose the ones most relevant to the client’s audience. A food blogger isn’t going to want to know about an upcoming marathon race. A CEO of a company probably doesn’t read or watch the same material that a college student does.

It’s important therefore to know where your audience gets their information and what channels they frequent. Facebook seemed like it was going to be the end-all-be-all of social media, but did you know that today’s teenagers don’t see Facebook to be as important as their parents do? If your product appeals to a younger demographic, it’s important to follow the trends of social media platforms. In the long run, these teenagers will hold major buying power 5-10 years from now. How will we adapt?

It’s also important to ensure that your message and tactics are appropriate for you audience. Messaging that is humorous isn’t always going to translate well for serious non-profits or business people. Similarly, a text-only ad for a children’s breakfast cereal isn’t going to communicate to toddlers.

In public relations and marketing, knowing your audience is step 1 in a successful campaign.

Degree – Check. Skills – Check. Experience – Not so much: Gaining experience through Internships

If you’re a recent graduate then it’s quite possible that you’ve run into the merry-go-round of applying for entry-level positions, meeting all of the qualifications, but one of the requirements is to have 1-3 years of experience. Huh? “But that’s why I’m applying for this position!” you may say.

Finding yourself without adequate on-the-job experience can make your post-graduate career search quite difficult.  Here is where the importance of internships comes in. Internships have become a must for college students, and many degree programs have begun to implement them into the required curriculum. A number of colleges host internship fairs where they invite companies and organizations that are looking to fill internship positions. This basically brings the employers to you. However, that’s only half the battle. The other half is landing a positon and making the most of it.

Once you’ve been selected for an interview, the next step is selling yourself. If you succeed and land the internship it’s important to make the most of it and that lies not only in the company’s hands, but yours as well. Here are some tips:

 

Preparing for an internship interview:

Internship imageResearch – It’s important that you know about the positon you are pursuing and about the company. Is it paid or unpaid, do the internships objectives align with your goals, how many hours are required, ect? These are things you need to know. Additionally, the best place to find information about a company is through its website. Take time to sift through it, find what they’re all about and what they have to offer.

FAQs – Prepare responses to frequently asked questions.

  • Tell me about yourself?
  • What makes you a good candidate?
  • What are your career goals?
  • What are some of your strengths/weaknesses?
  • What qualifies you for this position?

Don’t come empty handed – Though this may be your first chance at gaining experience, don’t come empty handed. Rather than telling the interviewee what you can do, show them. This can include work samples, class assignments that show off your skills, and most importantly, a nice, clean resume is a must. Be sure that your resume highlights skills and qualifications pertinent to the position you’re applying for.

Making the most of your internship:

Set personal goals – Come in with an idea of things you want to take away from your internship experience. This can be tangible work to add to a portfolio or skills and practices significant to your career field.

Communication – In any field, communication is vital. Ask questions, lots of questions. As an intern you’re there to learn and often you get the chance to work with individuals who have a lot to teach. Use this opportunity for advice and guidance.

Take initiative – Though it’s not a career, put as much effort into it as if it were. Take every opportunity to be involved, contribute ideas and meet new people.

 

Wellons Communications is always on the lookout for eager public relations, marketing or communications majors to be a part of our intern program. Please send questions and resumes to tracey@wellonscommunications.com

ICYMI – Social Media Platforms Widening Advertising Options

Instagram introduces carousel ads, Pinterest expanding promoted pins

In case social media advertising and marketing wasn’t complicated enough, more platforms are expanding their promoted content offerings. Instagram and Pinterest are both expanding their promoted content services, and they are both making their advertisement options unique.

Instagram Logo, Instagram carousel adsInstagram:

Earlier this month, Instagram introduced their new idea for promoted content: “Carousel Ads.”

Carousel ads give brands using promoted content advertising more flexibility in telling their stories.  Viewers of these ads will be able to swipe left to see additional images and link to a website of the brands choice. Instagram says that this will “bring the potential of multi-page print campaigns to mobile phones.”

The new kind of ad will allow advertisers to be more creative. For example, a fashion company could deconstruct the individual pieces in a “look” and link to where potential customers could by them.

Click-through links give advertisers another way to drive traffic to their website and drive sales.

 

Pinterest:

Our Pinterest home-feeds have become flooded with Promoted Pins.pinterest-logo-transparent

As of the first of this year, Promoted Pins became widely available to advertisers. These pins are paid for by advertisers and appear in the dashboard of users that match the advertisers’ brand’s interests and relevant search results. Much like Facebook, Pinterest allows you to target your promoted pins and uses analytics so advertisers can see how their campaign is going.

Now, Pinterest claims that Promoted Pins perform just as well and sometimes better than organic pins, and that brands across all industries saw results. But if your consumer base is anything like this blogger, they will have nixed most of the “Pins Based on Your Wedding/Food/Style Board” pins in no time flat.

Time will only tell how well Promoted Pins does and whether it’s worth investing in. In the meantime, we’ll be watching for more research.

On a related note, Pinterest said that their Auction-based Promoted Pins (CPC), or cost-per-click model is seeing impressive results for their beta users. However, they’re not quite through working out the kinks, and it’s not ready for mass use.

 

So if you didn’t have enough on your plate with Facebook’s ever-changing algorithms and advertising options, we’ve just added two more to your list. Do you think these options are viable for your business? How do you plan on keeping up with different social media platforms?