• Mobilegeddon?

    As mobile devices continue to dominate how users are viewing the web, Google has announced that as of April 21st whether a site is mobile-friendly will begin to have a “significant impact in our search results”. While Google has used this criteria for years, it has been seen as a much more ambiguous factor. 

    Now, after 4/21 (dubbed “Mobilegeddon”), those factors will hold much more weight – meaning that if your site is NOT developed expressly to be mobile–friendly you could experience significant decreases in search visibility, while competitor websites that ARE will have a powerful leg up.

    Not sure if your site will make the cut? Give our Studio-C web team a call.

    Matter

  • 3 Tips for Focusing Influencer Marketing on Your Brand's Future

    PR Daily reported yesterday that “influencer marketing” is on the rise. A pair of recently released studies have outlined a few of the ways that brand marketing is evolving, and what some of those strategies can and should look like. Among the most compelling findings are the stats about consumer behavior – like how (according to one study) 92 percent of consumers turn to people they know for referrals above any other source, and referrals are found online 81 percent of the time.

    If you’ve been paying any attention to consumer behavior in the last decade, these figures shouldn’t come as much of a surprise to you. What is surprising is the number of brand managers that are still wary of establishing one-on-one relationships with their customers – particularly those that represent not what they brand is now, but what the brand should be in one, three, five, ten years.

    As a whole, brand managers are acknowledging that the “spaghetti on the wall” approach to promotion is, at best, for short games only. Brands that are here for the long haul need to master subtlety and persistence – the art of growing and changing with their customers over time so they can maintain deep, daily relevance. And while it’s important for any brand to stay prominent in the minds of primary [current] audiences, the secret to everlasting vitality lies in partnering with the social leaders of the future. Here are three things to remember:

    1. Don’t dismiss an influencer out of hand because they don’t draw a large crowd. You’re cultivating relationships based on more than numbers, aren’t you? What about personality, socially conscious behavior or quality of content? If the individual shows great potential to be an innovator in your industry, be among the first to support them. You don’t have to afford them all of the perks that go to your Big Guns, but regularly including them in your promotions or empowering them to create on your behalf will do wonders.

    2. What they do online is only part of the story. If they’re new to your crowd, they may not have had time to develop a large audience. Instead, they may be spending their time in front of actual people by teaching, speaking, organizing events or building new initiatives. Take a moment to consider their plans for getting out into the world over the next year. The online audience will come later.

    3. You might not have the time, but we do. PR Daily cited another study that found that two of the biggest challenges to influencer marketing revolve around not having enough hours in the day to identify relevant people and then develop and maintain those relationships. If this is your reason for not investing in influencers, pull in a team that can do it for you. Before you hand them the keys and send them on their way, however, insist on setting clear expectations for the people you want to find, what you’ll provide to the influencer, what you expect in return, and how you’ll measure your progress every 3 months.

    Remember: influencer marketing is only partially about immediate goals. The best brand/influencer relationships can last for years on end, and if you regularly reach out to new people that best embody your brand’s most meaningful qualities, you’ll have a rare chance to look into your brand’s future.

     

     

    Vanessa Boynton

  • Defensive Brand Strategy .Sucks

    A topic related to domain names has been raising eyebrows – and plenty of questions – in marketing circles lately. Soon people will be able to purchase the .sucks top-level domain, and in doing so potentially create problems for brands and their hard-earned reputations.

    Specifically, pundits are debating about the decision to acquire – or not – web addresses ending in .sucks as a preventive measure to protect a brand’s integrity and reputation. Should Panera, for example, acquire “Panera.sucks” to prevent others from potentially hijacking brand equity and creating PR nightmares? What should Walmart do? How about Comcast?

    Having discussed this topic with the PR and social media management team here at Matter, I thought to share some opinion and perspective:

    Acquiring .sucks domains – or anything similar – as a defensive measure is a greater step than any brand needs to take. Anyone doing business in the open market is subject to both support and critique, and steps related to reducing or eliminating high-profile criticism can be addressed in other manners, such as having the type of business/product/services that prevents such public negative critique in the first place. In addition, proposing to a client that they try to defensively acquire a .sucks domain opens a can of worms. If a similarly paranoid approach is employed consistently on behalf of an organization, the client may end up spending in a number of directions to protect their reputation (e.g., .stinks, .ass, .worthless – when they are available/common/etc.)

    Some specific situations may require a client to acquire the .sucks domain, but I think that would be rare. I say find an alternate path and build a business that delivers an experience brands, and customers, feel positive about. There will always be detractors for any brand. When the outliers govern your brand strategy, the inmates are running the asylum.

    What do you think? Should brands secure web addresses ending in .Sucks in the spirit of protecting their brand? Or is this much ado about .nothing?

    Scott Signore

    ,

  • 3 Tips from Media Training that can Apply to Everyday Life

    3 Tips from Media Training that can Apply to Everyday Life

    Recently, Matter Communications has facilitated a wide variety of media training seminars for all levels of expertise at our clients’ organizations – whether for a basic “What is PR?” training or a refresher session for C-Level execs on the dos and don’ts for press interviews. In leading many of these sessions, it struck me that a lot of the key takeaways can be applied to everyday life:

    1. Pause before answering: I am guilty of occasionally jumping in with an answer before someone even finishes asking me a question – we all are. So when I teach trainees to pause for a few seconds before answering, it reminds me to do the same. Taking a pause in an interview will help the spokesperson digest the question and answer with confidence, rather than with the first thing that pops into his/her head. Pausing also helps slow down the pace of interview, allowing the spokesperson to regain control of his/her message.
    2. Be Prepared and Listen: Throughout the media training session, I spend a lot of time talking about listening, staying focused and always prepping before an interview. These skills also apply to everyday life – it’s amazing how much you can observe if you just stop, focus and listen. When a reporter asks a question, it’s key to allow him/her to finish before delivering an answer to ensure you don’t go off message and/or address something the reporter didn’t even ask about. It’s also important to be prepared, so that you don’t give away too much (or too little) and that you have a complete answer to what you’re being asked.
      I’m sure folks reading this can relate to those moments when we might provide more information than needed, which can lead to an awkward situation, both professionally and personally. Similarly, not being prepared can be embarrassing and make a small issue into a much larger one…or sometimes, create a whole new set of challenges that impact your reputation and ability to set the record straight.
    3. Be Accountable for your Actions: We are all human and we all make mistakes – sometimes big ones, but it’s when folks deny or lie about any wrong doings that things can start spiraling out of control. Companies are sometimes guilty of either keeping quiet during a “crisis” or trying to “pass the buck” or point fingers, but what most folks don’t realize is you’ll be more respected if you just do the right thing because ethics and accountability in public relations are non-negotiable.
      I like to think that ethics and accountability in real life should be non-negotiable too – sometimes it’s hard to admit when you’re wrong, but the best way to resolve an issue and move past it is to acknowledge it and show what steps are being taken to ensure it doesn’t happen again. That doesn’t mean that every time our clients are caught in an uncomfortable situation or that we personally fall short of someone’s expectations that we have to spill our guts and grovel…but a good old fashioned apology and a promise to do better can go a long way towards solving a problem or regaining someone’s trust.

    Interviews, like most things in life, can start out one way and end up being totally different. Sometimes it’s for the better and you end up with a great feature story or a mention in a positive trend piece. Other times you might get nailed in a Q&A or end up part of a negative round-up…and being adequately armed with the tips above can give you an opportunity to turn the story around and come out of the situation even stronger.

    Just remember that these rules can apply to life beyond just press interviews. Whether you’re having conflict with a friend, colleague or loved one, or are trying to avoid making a mistake at work, the best plan of attack is just to think before you speak, choose your words carefully and make sure you mean them, and never hide behind flimsy excuses.

    Matter

    , ,

  • Boston Business Journal: PR Firm Matter Communications Wins 2015 Pacesetter Award for Fastest Growing Companies; Ranked 8th Largest PR Firm in Boston

    Sustained Growth, New Service Offerings Buoy National PR Agency

    (Newburyport, MA) – March 17, 2015 – Matter Communications, an award-winning PR and social media firm with in-house creative services and search marketing groups, has been recognized as a 2015 Pacesetter and Top 10 Largest Public Relations Firm by the Boston Business Journal. The Boston Business Journal announced both of these accolades late last week.

    The 2015 Pacesetters is an annual list of the fastest-growing private companies in Massachusetts. This year’s list includes 70 privately held businesses that recorded the state’s fastest revenue growth from 2011 through 2014. The Largest Public Relations Firms list is composed each year based on revenue and number of employees.

    Matter, along with the other 2015 Pacesetters, will be honored at a morning event on April 16 at the Westin Copley Place.

    “Since our inception in 2003, we’ve been determined to deliver public relations results and social media results that help build businesses,” said Scott Signore, Founder and CEO of Matter Communications. “Our continued growth is a fortunate byproduct of our clients’ success, and our ongoing commitment to bring contemporary service offerings to the market.”

    Last week Matter announced the acquisition of Search Maven Media, a search marketing firm focused on search engine optimization and search engine marketing.

    Matter Communications is one of the fastest-growing public relations and social media firms in the country that has won five ‘Agency of the Year’ accolades in the past two years. This news also comes on the heels of Matter’s announcement late last year year that it was honored as one of Massachusetts’ best employers in The Boston Globe’s annual Top Places to Work magazine

    About Matter Communications

    Headquartered north of Boston in Newburyport, Massachusetts, with offices in Providence, Rhode Island, Portland, Oregon and Boston, Matter Communications executes creative, results-driven public relations and social media programs on behalf of clients across the U.S. and Europe. Matter maintains a broad portfolio of clients in high-technology, consumer-technology and consumer markets – including, among many others, Akamai, FootJoy, Harris Corporation, Lexar Media and Verizon Wireless. Founded in 2003, Matter’s PR services include company and product launches, product reviews, analyst and media relations, social media, crisis communications and thought leadership programs. The company offers an in-house creative services group, as well as a search marketing team. For more information, please go to https://www.matternow.com or visit the PR Whiteboard blog.

    Matter

  • PR Pros: Masters of Many Trades

    When you speak with a friend or colleague that has worked both agency and in-house PR you almost always hear the same thing, “In house has the potential to become repetitive, while working at an agency keeps you on your toes and the content fresh.” It didn’t take long into my time here at Matter to find truth in that statement as I would soon be tasked with working with a wide array of clients from consumer products to nonprofits.

    As a member of Matter’s Precision team, my daily work reaches every end of the spectrum from drafting social media posts on GaN to pitching lifestyle editors to review my client’s chocolates. There isn’t a single day that I don’t find myself changing hats from accounts like lifestyle and consumer to auto and education. You may ask, “Wouldn’t you rather be fully immersed in one client or product instead of having your feet wet in so many different topics?” My answer every time is and always will be “No.” My reason? Because my clients overlap more than you may think. Here are a few examples:

    • By drafting social posts about my client’s latest blogger review, I learn how to make my tweet about mobile technology more digestible to my client’s followers.
    • My face-to-face meeting with a member of the press for one of my digital imaging clients makes that scary lifestyle editor a lot less intimidating when I finally get him or her on the phone.
    • Holding a conversation with a professor at one of the world’s leading institutions? Well, let’s just say that makes speaking with almost any client a breeze.

    The key to finding ways to make your experiences benefit you moving forward across your client accounts is by realizing that at the end of the day they’re not all that different. Sure one client may take longer to understand than the other, but ultimately they come to you for the same reason – to make their product, research or insight enjoyable and desired by the public.

    Being a PR professional may mean that you’re an expert communicator, but it also means that you’re able to learn on the fly and understand multiple worlds at the same time. Next time you find yourself looking back on your day wondering how you managed to cover so many different types of clients, remember that your job as a PR professional is also to be a master of many trades. Convincing yourself and others that you’re an expert in your client’s work is vital to making your time in PR a success. While it may seem odd to be pitching one client as an expert on the Internet of Things only to later be pitching product reviews, you’ll soon learn that your daily client work intersects. Later this week take a second to play back all that you’ve accomplished and see how all of those tasks have helped you improve your client work as whole. You’ll be surprised with what you find.

    What benefits do you find from working with a variety of different clients? We’d love to know!

    Matter

  • Finding Inspiration: Filming with the Freefly M?VI

    In the video world, new gear comes out seemingly every day.  It’s equally exciting and frustrating to see the rate at which technology is improving and prices are dropping (“there’s now a 4K version of that camera we just bought last year? Awesome!  But also, Grrr…”).

    As someone who very closely follows the announcement of every shiny new tool released for videographers, I’d have to say that, to me, around 95% of new products more closely resemble the planned obsolescence of the iPhone than truly radical innovation.  Which is perfectly fine, by the way – those who love the newest, best, and brightest are constantly satisfied, while those content with their existing equipment still get years of quality performance from their investment.

    But every once in a while, I get my hands on something that is such a revelation that I find myself re-invigorated, inspired, and reminded of why I love doing what I do.  And find myself saying, “I NEED THIS NOW!”  Mainly because it will benefit our clients as much as ourselves.

    That happened to me a few years back when I bought my beloved 5D mark II, and was suddenly able to capture images previously unattainable without investing tens – if not hundreds – of thousands of dollars in high-end film equipment.

    It happened again a week ago, when the video team here at Matter got our hands on the Freefly M?VI camera stabilization systems.  We were fortunate enough to get a private, intensive masterclass at our local rental shop, Rule Boston Camera, on how to properly use this tool in many scenarios (while overall a magical system out of the box, you DO need to know how to use it properly).

    https://instagram.com/p/zqLAOelAC5/

    For the layman, The M?VI is a handheld camera stabilizer that came out a couple of years ago (admittedly, we’re a little late to the game on this particular piece of gear, but hey, we’re busy folks).  It allows you to mount your camera, grab the handles, and run around shooting handheld to your heart’s content while the footage remains smooth as silk.  Essentially the same as a Steadicam shot, which you’ve seen in countless movies (think “The Shining,” the Copa scene in “Goodfellas,” all of “Birdman,” and pretty much every other movie you’ve ever seen).  There’s a slightly different quality to the M?VI – a little dreamier – but essentially the same idea.

    Now, why is this worth writing about, or reading about if you’re not a videographer?  Because this is one of the few tools we’ve encountered that can be applied to pretty much every video project we do for our clients.  Live Action Explainers? Check.  Commercials? Check.  Office of factory tours? Check.  Event Coverage? Check.  Plain-old solid B-roll? Check check.

    It allows us to bring both energy and polish to footage – something every brand video needs these days in the crowded world of visual content.  And it does so easily and for a relatively modest price.

    The first thing Tim, Colter and I said to each other the day after our training session was “Man, I wish we could spend all day today shooting on the M?VI again!”

    Consider us inspired and invigorated.  Stay tuned for our future work, which will undoubtedly feature shots using this awesome system.

    For now, check out a quick sampling of what we shot at our session.  Admittedly, it’s pretty much us running around the Rule office like idiots, but hey, It’s cold and snowy here in Boston (in case you haven’t heard).

    https://vimeo.com/121668657

    What about you?  Have you encountered a tool recently that has inspired your work?  Let us know!

    A very special thanks again to Dylan Law and Rule Boston Camera!

    44e270b3-6518-48f5-a2c8-767d0219daad

    Matter

    , , ,

  • BREAKING: Matter Acquires Search Marketing Firm

    Today our PR and social media firm announced the acquisition of Search Maven Media, a New England-based agency specializing in Search Engine Optimization (SEO) and Search Engine Marketing (SEM).

    It’s a deal that has been in the works for a while, and it’s something our 65+ clients increasingly need to have in their respective marketing & PR arsenals.

    Quality content is the backbone of marketing and PR, but unless it’s expertly optimized, you’ll miss a portion of the audience who should be reading that content. Even with an aggressive media relations campaign, you won’t be able to connect your content to all of the folks who would find that content valuable.

    That’s why it’s critical to make it easy to find quality content via organic SEO, and to use SEM techniques to ensure your company’s thinking is front-and-center when prospects and fans are seeking out additional information about products and services similar to yours. But it’s not just about selling: it’s about interacting with key audiences you value and want to know better.

    SEO helps with that. SEM helps with that. Together, it’s a powerful supplement to effective PR and marketing programs.

    Better yet? Its results are highly measurable. Over time it becomes clear which triggers are driving at-bats on your website, shares on your infographic, downloads of your whitepaper and comments on your blogging program. You can ensure that your message will be seen alongside your toughest competitors, and go to market with more authority when new products or services are ready for prime time.

    I’m pumped for our clients who will have an opportunity to capitalize on our in-house expertise, and further encouraged for our teams who will be able to pivot internally and be certain that the time, energy and effort going into all market-ready materials will achieve the best results possible.

    View the press release

    Scott Signore

    ,

  • 4 Tips to Stay Creative when the Inspiration Just Isn’t There

    When it comes to creating visual content for a client, the intention is to always make something that sets itself apart so it gets the high levels of engagement that we all covet. Unfortunately, us right brained folk go through times when we don’t feel like we’re living up to our artistic potential. I recently attended an event hosted by Boston Content, to chat with others about this exact feeling. Here are a few takeaways that may help out when you get the imaginative writer’s block.

     

    1. Create (and continuously check) Your Holy Grail of Creativity

    For me, these places include the Vimeo Staff Picks, motionographer.com, YouTube channels of motion graphics experts, and definitely Instagram. They allow me to quickly check out what people in my field are creating, as well as what’s trendy at the moment. It helps that these spots are curated so I don’t have to spend much time finding something that may inspire me. I’m willing to bet that your cloud security clients aren’t checking in on these, so looking at a tutorial for a crafty animation technique and then tweaking it to your client’s branding can help wow them without making you feel like your brain is melting.

     

    1. Maintain Your Confidence, Even Through the Dullest of Days

    The reason your company hired you is because of your skillset, attitude, and potential. This is something to keep in mind, especially when you receive a laundry list of constructive criticism on a project that you thought was some of your better work. Some people will keep a folder in their email of all the positive feedback from clients, and go through it when it seems like a current project is running around in circles with no end in sight. It helps clear the mind, and keep you aware of why you chose this career path in the first place. For me, the “clearing of the mind” usually involves a mid day pit stop at the variety store near to our office for gummy bears or a cup of soup.

     

    1. Find Out What’s Inspiring Your Coworkers and Peers

    Sure, some of these people you wouldn’t find yourself hanging out with on the weekend, but it helps to see what is catching your colleagues’ eye. Here at matter, we have created a “cool creative” email alias that anyone in the company can sign up for. Instead of sending along marketing trends, or the latest study on consumerism amongst millennials, your might see an explainer video for a carrot, or perhaps an infographic of celebrities first pitches at MLB games. The content of what’s sent in these emails just has to be something cool and creative (hence the alias name) and doesn’t have to have anything to do with work.

     

    1. Drink Coffee

    Lots of it. Hot, iced, it doesn’t matter. Try to save those double shots of espresso for the days when you really need a boost, instead of making it part your everyday java routine. I think we can all agree that by some principle of divine intervention, coffee makes you more creative.

     

    Editors’ Note: “The Business of Content Creation” was hosted by Boston Content and broken into sessions. Check out some other takeaways in these Matter blog posts:

     

    The “Science” of Content ROI

    Follow me on Twitter at @MatterStudioC and @MatterComm on Instagram.

    Matter

    , , , , , , , , , , ,

  • PR Agency Matter Communications Acquires Search Marketing Firm Search Maven Media

    Targeted SEO/SEM Capabilities to Increase Visibility of PR and Social Media Clients’ Paid/Owned/Earned Content

    [Newburyport, MA] – March 9, 2015 – Matter Communications, an award-winning PR and social media firm with an in-house creative services group, announced today it has acquired Search Marketing firm Search Maven Media, a New England-based agency specializing in Search Engine Optimization (SEO), Search Engine Marketing (SEM) and localized search campaigns. Terms of the acquisition were not disclosed.

    With such a huge emphasis being placed on the production of quality original content across industries, SEO has once again become an integral part of the PR and marketing mix. The PR firm’s Search Marketing group will be led by Aaron Katz, founder of Search Maven Media and the newly appointed Director of Search Marketing at Matter. He brings more than a decade of expertise in the SEO/SEM field, including a senior role at Charles River Interactive in Waltham, MA.

    “Working in concert with our clients’ paid/owned/earned content and PR strategies, search marketing greatly enhances the reach and visibility of ongoing programs,” said Matter Founder and CEO Scott Signore. “We’re excited to add Aaron to the team, as well as this sophisticated layer of search services on top of our award-winning PR and social media programs. Our clients can expect to reap the benefits.”

    Matter will begin rolling out tiered Search Marketing service offerings to its client portfolio, aimed at extending the reach of content the PR firm – or the clients themselves – create to support marketing programming. Additionally, the PR agency now offers “soup to nuts” Search Marketing services for clients’ websites and microsites, including ongoing SEO and SEM initiatives.

    “I’ve admired Matter Communications’ growth for some time, and I’m eager to help fuel that evolution by helping the agency and its clients achieve maximum visibility,” Katz said.

    Matter Communications is one of the fastest-growing public relations and social media firms in the country that has won five ‘Agency of the Year’ accolades in the past two years. This news also comes on the heels of Matter’s announcement this year that it was honored as one of Massachusetts’ best employers in The Boston Globe’s annual Top Places to Work magazine.

    About Matter Communications

    Headquartered north of Boston in Newburyport, Massachusetts, with offices in Providence, Rhode Island, Portland, Oregon and Boston, Matter Communications executes creative, results-driven public relations and social media programs on behalf of clients across the U.S. and Europe. Matter maintains a broad portfolio of clients in high-technology, consumer-technology and consumer markets – including, among many others, Akamai, FootJoy, Harris Corporation, Lexar Media and Verizon Wireless. Founded in 2003, Matter’s PR services include company and product launches, product reviews, analyst and media relations, social media, crisis communications and thought leadership programs. For more information, please go to https://www.matternow.com or visit the PR Whiteboard blog.

    Media Contact

    Parry Headrick
    VP of Marketing
    [email protected]
    978-518-4547

    Matter