• What’s New in the World of Social Media? 2.23.18

    What’s New in the World of Social Media? 2.23.18

    The constantly evolving world of social media is ever-changing and marketers, business owners and even the daily Facebook user should be aware of the updates. Make sure you are subscribed to our blog to get the monthly news and updates on all things social media sent right to your inbox. Let’s see what happened this past month.

     

    Facebook Acquires Confirm

    Confirm is a Boston-based startup that has developed tech to verify government-issued identification (drivers’ licenses being one example), and has caught the eye of Facebook. This new partnership means that Confirm’s tech and employees will be joining the social giant, and that they won’t be selling their services to anyone else in the foreseeable future. As the Social Times piece notes, it’s likely that Facebook is looking for a way to improve verification on the platform. This is important to advertisers because they want to know their ads are reaching the right real people.

     

    Snapchat Continues to Make Updates

    According to CNBC, Snapchat users will soon be able to share their stories on Facebook and Twitter. This will be the newest way that Snapchat tries to attract more users to their platform, which in turn enables them to sell more ads, and become profitable. This will follow the recent and not-so-popular Snapchat redesign. Users have been complaining that the latest version of the app makes it difficult to see friends’ stories. According to TechCrunch, early reviews of the update in targeted international markets were 83% negative.

     

    WhatsApp Rolls Out App for Small Businesses

    One of the most popular messaging apps, WhatsApp (owned by Facebook) has begun the implementation of business tools. According to Adweek, WhatsApp rolled out a specific Android app for small business owners. The add-ons include a basic business profile, smart messaging tools, simple metrics and the ability to send and receive one-on-one messages.

     

    Instagram’s New Text-Only Stories

    Instagram has rolled out a new feature that gives users the ability to simply type their thoughts out against a colorful background and add it to their story. Along with the addition comes 4 new font choices for a user’s story: Modern, Neon, Typewriter and Strong (pictured below).

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<h2><b>The Quest to Create the Perfect Bitmoji </b></h2>
<p><span style=Snapchat announced a new feature, Bitmoji Deluxe, that adds hundreds of more options to customize a user’s Bitmoji including new skin colors, hair colors and face shapes. According to The Verge, Snapchat purchased Bitstrips, the company behind Bitmoji, back in 2016 and since then it’s integrated Bitmoji into the Snapchat app with features like Friendmoji stickers, 3D Bitmoji world lenses, and Bitmoji geofilters. Bitmoji Deluxe also allows users to snap a selfie to help in building their perfect avatar.

     

  • The Recipe to Search Marketing Success in Higher Education

    The Recipe to Search Marketing Success in Higher Education

    Prospective students aren’t just surfing online; they’re living there. It’s important to implement a paid search campaign for your institution to ensure your school appears in the search results from the time students are conducting their initial search for colleges, to their last search before application. But how do you ensure your paid search campaign is successful? Driving success from a paid search campaign is no easy task, but managing a paid search campaign for a higher education client takes it to a whole other level. Higher education is different than other industries and requires a specialized level of management for several reasons. Higher Education is highly regulated, for example ad copy must meet strict compliance standards. Your strategy must also account for the long decision process since choosing a college is a very important decision, which should not and will not be made quickly. Additionally, with the amount of higher ed institutions in today’s market, competition is fierce. You always must be one step ahead or your student recruitment efforts will suffer. Here are five ways to drive search success in EDU:

     

    #1: Campaign Structure

    Deciding on your campaign structure can be the most challenging part in setting up a paid search campaign. The way you set up your campaigns will set the framework for running a successful paid search effort in the education space. Campaign structure must be established to maximize enrollments by segmenting campaigns into tiers so that the right message reaches the right prospective student at the right time. You must ensure your ad groups are structured in a way that will increase quality score and spend your budget as efficiently as possible. Google rewards advertisers with a high quality score by allowing them to bid less on keywords. So, the higher your quality score, the lower your cost will be.

     

    #2: Keyword Research

    Extensive keyword research is a necessity to learn how your prospective students are searching for you institution, programs, and courses. The keywords you bid on will determine when and where your ads show, so this is a very important step that you must dedicate time to. Competitor research is also an important aspect of conducting keyword research because it ensures you are one step ahead of your competition and can show prospective students why they should choose you over the other guys.

     

    #3: Compelling Messaging

    In today’s competitive online environment, messaging is everything. But with Google’s restrictive character limits, it’s not always easy to craft effective ads. Writing great ad copy requires a concise, but appealing message that highlights what your institution has to offer. Your ads must be crafted to connect with prospective students, nurture them as they conduct their research, and encourage them to apply. Ad copy must maintain your brand’s voice, while also speaking millennial’s language.

     

    #4: Remarketing Remarketing Remarketing

    Remarketing ensures you are connecting with prospective students that have already expressed interest in your institution, but have not yet applied. You can use cookies to tag users who visited your site and deliver additional ads to them if they did not convert. When you connect with these students at several online touchpoints, you can ensure your institution stays top of mind. Remember, it takes some students several months of research before they decide to apply to an institution so it is important to stay engaged with them throughout their college selection process. You can also leverage sequential remarketing to deliver prospective students with specific messages depending on what actions they’ve previously taken on your site. This ensures that your messaging is hyper-relevant and reaches prospective students at the right time in their college selection process.

     

    #5: Optimization

    Launching a paid search campaign is only the first step. In the education space, you cannot just “set it and forget it.” Once you launch your campaigns, you must constantly optimize to ensure you are generating as many quality leads as possible. Optimization includes changing keyword bids, conducting search terms reports, adding keyword expansions, and more. It’s also important to test new strategies and stay up to date on Google’s latest offerings and current trends in the EDU sector.

     

    These five tips can help ensure your EDU search campaign is set up for success. Still have questions? Contact us today.

     

  • Life Before Public Relations: How First Jobs Make an Impact

    Life Before Public Relations: How First Jobs Make an Impact

    When your parents tell you to get a job at 16 years old, the last thing you’re usually thinking about is how this will affect your career after college. But it’s those first positions that set the stage for experiences that will shape your career – though not necessarily how you’d expect.

    I got my first job while I was in high school as a receptionist at a retirement community. While answering phones and being at residents’ beck and call didn’t appear to have much value at the time, this experience gave me confidence in managing people of all ages, phone communication skills (yes, we still need those in PR), and the patience needed to navigate challenging personalities and situations.

    After speaking with a few of my colleagues here at Matter, it’s clear that our first jobs played a major role in shaping us into the PR pros we are today. While there are many skills you can learn in a job, here are a few that stood out.

     

    Providing Service

    As PR pros, we’re constantly looking for ways to serve our clients. From accommodating unusual requests to providing counsel at a moment’s notice, we’re there to provide a service. We work hard to make sure that our clients have what they need to be successful. Though putting others before yourself can be difficult at times, being put in that position early on in your career can only help as you move forward.

    “My first job was at a movie theater. My biggest takeaway from working there was customer service – it was the first time I had to consistently accommodate others in order to do my job correctly, and well.” – Emily B.

    “My first PR internship was for a major national circus. I drove around one of their clowns to do community service presentations in the schools about the importance of reading. The best skills I learned from that job were work ethic and humility.” – Anne T.

     

    Communicating Effectively

    At heart, we’re communicators. However, those skills do not always come naturally. Sometimes this involves being pulled out of our comfort zone to get our message across. It’s no surprise that many Matter-ites found their first jobs to be the best opportunity for them to shape their communication skills.

    “I was an admin/HR assistant for a telecommunications company, and I learned the value of getting up and walking over to speak to someone directly, face to face, instead of passively reaching out via email or voicemail.” – Vanessa B.

    “I was a customer service rep at a granite showroom and importer in high school. It taught me how to think on my feet, communicate effectively and listen to customer/client needs. I also learned to troubleshoot if a customer wasn’t happy with their finished product, and pay attention to detail in communications with third party organizations involved in the process.” – Kelsey W.

    “My first job was caddying at a local Country Club. I was able to learn a lot of communication skills in this role. I was working in my early teens but had to regularly communicate with golfers much older than me. I also had a new boss (golfer) with each job so I had to adapt to many different personalities and communication styles.” – Tim H.

    “My first task as an account and copywriting intern at a mid-size advertising agency in Wisconsin was a 30-second radio spot, set to air during Green Bay Packer games. As a flowery writer, I struggled to fit my thoughts into 65 words, so I started with 100. Our head copywriter would ask, “can you say more in fewer words?” and “is that really the best word for the job?” Many revisions later, I had my spot – ‘Cheesehead’ – and a valuable lesson in straight-talk.” – McKenzie M.

     

    Time Management

    One of the best things about working at an agency is the ability to work with a variety of clients. However, this does mean that our time management skills need to be top-notch. While there are many jobs that can teach you good prioritization, there’s nothing quite like being on a wait staff.

    “Throughout college I worked at a restaurant both in the kitchen and at the bar. Working in a busy restaurant is high-pressure, requiring you to be organized, communicative and thinking a few steps ahead. You’re basically on deadline from the moment dinner service starts till closing time, which preps you quite well for dealing with high-pressure situations and editorial deadlines.” – Nick B.

    So whether you’re carting around circus clowns or mixing drinks, the skills you learn can go a long way in shaping your career in PR. Every experience is valuable, and amazingly, can give you an added edge that others will never see coming.

     

    What was your first job before you landed in PR? We’d like to hear about it.

  • Building Brand Content Around Being Human

    Building Brand Content Around Being Human

    In an ever-changing, constantly bustling world where everyone seems to be connecting and disconnecting with content simultaneously, getting engagement can be a confounding battle. In the midst of all of this, human connection through storytelling can be one of the best tools in conveying your brand’s story “person to person.” There’s been a surge of simplicity with branded content, getting back to basics around what it means to be human. 

    Audiences want to engage on a personal level, in our ironically disengaging world of smartphones, tablets and social media, we crave content we can relate to.

    How does a B2B marketer succeed at this? Tell your story. Share your client’s story. Engage your brand in the B2B community.

    As a video producer, my favorite part of the job is being able to work with brands to capture their story and express their passion through the medium of video. I love experiencing that one-on-one collaboration between our team and the client, and translating that experience into a marketable video. These are my favorite to shoot, edit, and to share the final delivery of because it’s unique to each client and something that they can truly call their own.

    Here are some recent narrative driven videos we have produced for clients, where we collaborated on their story to create some unique branded content:

    The art of brand storytelling has become a much more genuine space. This year, I encourage you to think about the kind of content you create and how the importance of shaping a narrative around a person in branding elevates your engagement. Get creative, tell your story, engage yourself in the narrative of your brand.

    Looking to share your brand’s story? Fill out the form below and book a call with one of our video experts. We’ll discuss your specific challenges and needs, and if it seems like a good fit, we’ll come up with a plan to elevate your video marketing strategy together.



  • A Deep Dive Into This Year’s Super Bowl Commercials

    A Deep Dive Into This Year’s Super Bowl Commercials

    Well, that stung. For a Patriots fan out of water living on the West Coast, Super Bowl LII was an emotional rollercoaster, culminating in championship derailment. Witnessing my hometown New England Patriots come within inches of a sixth league title was a natural cap on the well to my young, albeit fruitful, tenure as a Boston sports fan. But, I’m over it. I swear. Now on to the topic that really mattered on Sunday: The Commercials.

    Before diving into the analysis of the 72 spots by 27 advertisers, some interesting trends to highlight:

    • Cost / Running Time: Ads ran 30 seconds on average for a cool $5 million per spot — the highest ever. That means the big wigs at NBC, who hosted the big dance this year, ate up more than $50 million worth of Super Bowl spotlight for their five, minute-long Olympic previews. Ouch.
    • Hashtags: A dying breed? They certainly appear to be in Super Bowl advertising. A measly 6 percent of all spots used hashtags — a plummeting drop from the peak of 57 percent in 2014. Doritos and Mountain Dew took the hashtag charge, though, incorporating them throughout their joint ad. #WorthIt?
    • Call-backs: A big storyline in this year’s batch of ads was exactly that — the storyline. Advertisers used the copious in-game timeouts to their advantage, connecting multiple spots at different points of the game to create larger narratives. Tide took the reins in this department, with the four installations of its on-the-nose “It’s a Tide Ad” campaign. Tide won the day, with its mockery of the advertising form, by sending up other successful advertisers such as Mr. Clean and Old Spice.

    • Live Ads: There was a big, yet risky, push this year for commercials shot close to game time. Once again, Hyundai was successful in incorporating a live ad into the mix with “Hope Detector”, and playing a trick on some unaware Super Bowl patrons. Expect to see more of this in the future as advertisers devise creative ways to integrate their brand into an event.

    Beyond the major advertising trends in this year’s Super Bowl, here are some nuggets of observations about the 72 ads.

    • A whopping 83 percent of ads were related to the product or service of the brand. This means that a major portion of the ad was dedicated to what the company was selling, rather than a completely unrelated narrative followed by the company’s tagline at the outset. Of note, Dodge caught serious flak for its “Built to Serve” spot, sampling a Martin Luther King Jr. sermon and connecting the messaging to … buying trucks. Questionable title, questionable content.

    • 57 percent of the ads used humor to reach viewers, compared to 40 percent being serious or dramatic — an even distribution considering Super Bowl advertising’s reputation of doling out gut-busters like (typical) Tom Brady spirals.
    • 26 percent of ads we uplifting or inspirational. Advertisers like NBC fired up the Olympic engines with spots like “Good Odds”, while Toyota offered its “Mobility Anthem” to send an inspiring message to all types of movers.

    • Just 7 percent of ads used political or activist themes this year, a lull compared to last year’s Super Bowl, which was filled with political buzz. Matt Damon spoke for Stella Artois again this year, ending with a compelling call-to-action.

    Super Bowl LII thrilled viewers: the game was high-stakes, and advertisers, well, tried their best. While the New England Patriots ultimately met their demise, they gave us plenty of things to look forward to for their inevitable return to next year’s Super Bowl showdown.

    In preparation for this post, a brief content analysis was performed on the 72 spots from 27 advertisers, courtesy of the archives on SuperBowl-Ads.com. Ads were catalogued based on the company that released them, their names, how long they ran, and finally a list of stylistic themes in a “check all that apply” format.

  • Being a PR Generalist Has Its Perks

    Being a PR Generalist Has Its Perks

    Now more than ever, it’s important for PR professionals to be versatile and agile – to move between industries seamlessly. While developing a speciality in one area certainly has its advantages, the PR generalist is one of the most nimble and necessary communications professionals out there, bridging B2C and B2B communications with H2H (human to human) strategies.

     

    WHO

    Who is the PR generalist? They’re the professionals who seamlessly switch between pitching organic teriyaki beef jerky to hopping on a briefing with Computer Reseller News; those who, at the flip of a switch, can go from talking to a reporter from Teen Vogue to typing away on a bylined article on 2018 tax implications for the professional services industry. PR generalists do it all and love every minute of it. There’s a certain thrill to learning about several different industries at once, and a satisfaction to becoming an expert across many boards.

     

    WHY

    Why is being a PR generalist so great? The answer is simple: by easily maneuvering across industries we can offer more value to our clients. Because we are so adaptive, we can take any account head on. When you’re a PR generalist, you can pull experience from other industries and explore new tactics that perhaps may seem unusual for a given industry. For example, thought leadership is not limited to those who lead B2B companies. Consumer brand executives are also thought leaders within their respective fields, and possess expert insights that can be built into a PR program. When you’re a PR generalist, you’re leveraging the knowledge you gain across clients to build stronger, better programs for everyone.

     

    HOW

    How do you accomplish this? There are three cornerstones to being a PR generalist:

    • Versatility | Don’t pigeonhole yourself into one industry or another. The biggest component to being a generalist is being open to every industry, no matter how complicated it may seem at first.
    • Awareness | As media hounds, we do a lot of industry reading for all of our clients. Use this knowledge, which may serve you well where you least expect it. Learnings from working with one company could easily lead to pitch angles, campaign ideas, and more for your other clients. Don’t limit your thinking to just that industry and client — think broadly and amazing things can happen. Your teams will appreciate the new perspectives when it comes to brainstorming.
    • Confidence | Our clients rely on and seek our counsel. In order to provide it effectively, we need to be confident. Be sure of your diverse background and share how it’s useful to clients and their business goals. The awareness you have of a broad range of industries will come in handy down the line.

     

    WHERE

    This all sounds great, right? Becoming an expert in a variety of industries? Well, an agency setting is the perfect place to get your start as a PR generalist. One of the things I love about working at Matter is the ability to work with industries that I would have never considered pursuing if I had specialized early on in my career. Even if you’re not on a specific account, in an agency setting you’re able to leverage everyone’s knowledge to make the biggest impact for your client.


    Looking to become a PR generalist? Or want to work with us? Drop us a line.

  • Precision Grows Up

    Precision Grows Up

    Can a world-class public relations program be shrunk, Alice in Wonderland style, to fit in the pocket of an organization looking for focused brand communications?

    Well, yes. That’s exactly what we do. Matter’s Precision group accomplished this feat of scale, simultaneously focusing programs to become more attainable while growing agency revenue, client base, and capable staff.  

    Precision focuses topnotch PR and marketing to fit any organization ready to tell their story. We’re always ready to go. And we’ve been going strong for five years:

    • Five years since Precision launched with two clients
    • Over 20 percent growth last year and still going
    • 40+ varied clients today: Spectra Logic, Vyasa, Nature Nate’s Honey, INFINITUM Squash, MIT Sloan Executive Education, Risk Strategies, Loeb & Loeb, Qorvo, Back Bay Life Science Advisors, Halloran Consulting, Acentech, Windover Construction, Sappi North America, Spectrum Health Systems, Project Bread and more
    • Five practice groups: Technology, Professional Services, Consumer, Healthcare, Non-Profit
    • Six offices across the U.S. – Boston, Newburyport, Boulder, Portland, Providence (with global capabilities)
    • Three areas of deep expertise – PR + Social, Creative, Digital Marketing
    • 20+ and growing Precision-dedicated employees – smart, savvy, capable, and kind  
    • 160 Matter staff and innumerable big agency resources to draw upon

    Precision’s mission evolved from CEO Scott Signore appreciating his agency’s success and realizing that Matter no longer served the very clients that contributed to its growth – the startups, the non-profits, the less-liquid companies of all sizes, which had no home. Scott wanted to give them a boost. Founder, investor, and passionate startup shepherd, Scott had worn all the hats and felt compelled to help where the other big agencies had no interest, time or qualified staff to step in.

    Scott brought in communications expert and award-winning writer Jennifer Karin to share her nearly 30 years of experience and create a smaller agency within Matter that would offer PR programs workable from startup to enterprise-level companies. One size could fit all with the right fabric, cut and flexibility.

    Precision began with two accounts and an intern, complete creative allowance, access to all of Matter’s resources, and one mandate: find a way to ensure all organizations can find a communications program that works for wherever they are. Oh and make sure it can scale!   

    So scale we do, serving a self-published author, a nut-free chocolate company, several boutique life science consultancies, the country’s #1 branded honey, the nation’s leading law firms, a world-renowned university, a multimillion-dollar mobile technology company, and even the country’s first Boda Borg quest experience. Every day, Precision cultivates a smorgasbord of creative business ideas, new approaches, and energetic company founders.  

    Precision was built steadily, thoughtfully – gradually adding the right people and ideal mix of clients. Our approach quickly became a well-honed instinct for finding the best client fit for the Precision culture.

    Our staff moves seamlessly across Precision accounts. We pull in enthusiastic, professionally mature people who advocate for our clients, and clients who understand honest collaboration and prioritizing is the most productive path forward. The mix works well: like Matter, Precision teams foster partnership and collaboration that naturally evolve into an extension of in-house marketing teams.

    We are our client’s right-hand, and we deliver sustainable, efficient PR programs that weave in digital, social, marketing, and creative elements, tell great stories, and land media coverage in The New York Times, Forbes, Bloomberg Radio, Dr. Oz, Good Housekeeping, STAT, and the most influential trade publications across all industries.

    Precision is proudly original – an idea born during an inspirational moment that has matured to an inspiration that drives ideas.

    Congratulations, Precision. Onward.

    Looking for more on Precision? Check out this infographic.

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