• Matter Social Second: June 2022

    Matter Social Second: June 2022

    Welcome to another edition of The Matter Social Second — keeping you current about what’s trending in social media. We’re sharing the most important and impactful social stories from June.

    Click the headline to see the full story.

    LinkedIn Begins to Roll Out New Laugh Reaction

    A few months back, LinkedIn announced that it was testing a new reaction – a “funny” emote – and it’s finally here! If you don’t have it yet, don’t worry. It’s gradually being rolled out and you’ll be laughing in no time.

    Twitter Launches Brand Likes for All Advertisers

    Dear brands, more Twitter engagement is coming! Twitter recently announced its branded Likes option will be available to all advertisers in the U.S., UK and Japan starting next week. The feature enables brands to create custom Like animations to help boost engagement.

    Write Longer on Twitter

    Twitter recently launched its “notes” option, which has been in the testing stages for a while. The feature allows users to add long-form writing elements, such as blogs, directly to their profiles. Users can Tweet their Notes in the form of a link.

    LinkedIn Expands Event Engagement Options

    LinkedIn is expanding its features in hopes of increasing engagement for events. The new options will allow users to comment directly within an event and engage with the attendees before, during and after.

    Instagram Adds Option to Pin Photos

    Instagram is giving users even more control with the option to pin photos. The function allows users to choose any three posts (reels or photos) to live at the very top of their grid. Also, the company is testing the ability to completely reorganize your grid order — baby steps!

    Instagram Announces New Reel Features

    Instagram is taking Reels to the next level with three new updates. Users can now create 90-second videos, which is a big jump from the previous 60-second limit. Secondly, Insta expanded the audio options to allow users to upload their own original audio. Lastly (our personal favorite update) Instagram added stickers and polls to Reels!

    Instagram is Testing Expanded Profile Pictures

    Expanded profile pictures could be coming to Instagram! Soon you may be able to long hold on a user’s profile picture to fully enlarge it.

    Could your team use more social media best practices and support for your brand? Reach out below and our team will be in touch.

    Hannah Osmani

  • Matter Precision Grows Client Base 25% in First Half of 2022

    Matter Precision Grows Client Base 25% in First Half of 2022

    Integrated Agency’s Dedicated Team for Highly Focused PR Programs Refines Its Crisis Communications, Media and Content Programs to Drive 1H22 Successes.

    BOSTON, June 28, 2022 – Matter Communications — a Brand Elevation Agency specializing in PR, creative services, digital marketing and strategy — announces 25% year-to-date client portfolio growth for its Precision team, highlighted by more than a dozen new clients, new and existing client program successes, and the expansion of high-demand service offerings including crisis communications.

    Precision combines full access to Matter’s breadth of PR agency resources with precisely defined scopes of work to support brands’ most important business drivers. After experiencing unprecedented growth in 2021, the team spent the first half of 2022 supporting results-driven communications campaigns for diverse clients and refining its suite of PR services – including proactive and reactive media relations, thought leadership and strategic content development, as well as specialty services like influencer relations, analyst relations and, especially, crisis communications.

    “The past two-plus years of continuous change have given us a unique opportunity to examine our mission and introduce new ideas that support brands’ evolving needs,” said Vanessa Taylor, General Manager of Precision. “Refreshed strategic thinking has fueled our programs this year, and it’s paid off in real results for both new and legacy clients across consumer products, data science, professional services, robotics and more.”

    Crisis Communications

    Precision has notably grown its crisis communications team, dedicated to monitoring and strategizing around crisis events impacting brands of all sizes – from startups to well-known corporations. Holding regular internal meetings featuring participants from key publications, higher education institutions, local businesses and more, the team tackles the creation of crisis communications protocols, crisis drills, media training and reactive communications that help its clients prevent, prepare and progress through changing business landscapes. Precision’s contributed commentary and thought leadership is regularly featured in articles by Forbes senior contributor and crisis management expert Edward Segal.

    Client Work

    Precision recently helped launch and garner widespread media attention for two major product launches for client Evenflo, a leading innovator and manufacturer of infant and children’s products. The team emphasized proactive media outreach for product reviews, earning placements across national consumer publications, broadcast, category-specific publications and blogs. Awards and sponsored content opportunities helped complement the earned media approach.

    “Matter is a valued strategic partner – they play an integral role in helping us to launch innovative new products,” said Tara Sexton, Director of Brand Marketing for Evenflo. “The team’s holistic strategy led to a major segment on TODAY, a notable award win from Parents Magazine and sponsored content placements that contributed to positive positive results above and beyond earned media.”

    Long-time Precision client Risk Strategies has seen continued, multi-pronged success with its robust content creation program. The Matter team confers weekly with subject matter experts (SMEs) across the organization’s key business units and prepares strategic, compelling thought leadership pieces for its Knowledge Center, driving web traffic and SEO performance. Additionally, the content program amplifies Risk Strategies’ concurrent PR program while arming its brokers with powerful sales collateral that positions the company as an industry leader.

    “Matter has been a key part of executing our content-driven strategy to demonstrate our expertise, differentiate from competitors and drive visibility for our company,” said Ed Marshall, Director of Marketing and Communications at Risk Strategies. “Its people – from content writers to the media team – have operated seamlessly as part of our team and overall efforts to great result.”

    To learn more about Precision’s focused PR programs, visit our Precision page and reach out today.

    With 250+ professionals across offices in Boston and Newburyport, MA, Providence, RI, Pittsburgh, PA, Denver, CO, and Portland, OR, Matter is one of the fastest-growing PR, creative services, digital marketing and strategy firms in the country. Recently named to Forbes List of America’s Best PR Agencies, Matter has won 14 “Agency of the Year” accolades and has been consistently recognized as a top place to work.

    About Matter Communications

    Matter is a Brand Elevation Agency unifying PR, creative services, digital marketing and strategy into content-rich communications campaigns that inspire action and build value. Founded in 2003, with offices across North America, Matter works with the world’s most innovative companies across healthcare, high-technology, consumer technology, professional services and consumer markets. For more information, visit https://www.matternow.com.

    Contact

    Matter Communications
    Greg Amaral
    [email protected]
    www.matternow.com

    Matter

  • A Quick Guide To Google Analytics 4

    A Quick Guide To Google Analytics 4

    As we approach July, Google’s 2023 deadline for phasing out Universal Analytics (UA) looms large. For most sites, this means a collection of visitation data will cease, essentially forcing a migration to Google Analytics 4 (GA4). 

    What’s New in Google Analytics 4?

    GA4 utilizes an entirely different data model, moving from hit-based events to user-focused conversion metrics. This development by Google is a response to the eventual phasing out of 3rd party cookies, to which marketers must adapt in an increasingly privacy-centric world. 

    GA4 comes with a number of improved integrations and features previously unavailable in its free version. The enhancements we’re most looking forward to are: 

    • BigQuery, which allows users to transfer and store site data in a warehousefree of cost (this feature will be particularly handy once UA stops collecting data). 
    • Google Optimize, Google’s rebuilt A/B testing engine designed to increase functionality (ex. audience targeting, which was previously only offered in GA360). 
    • Search Ads 360, which integrates multiple search engines into Analytics. 
    • Attribution, where the default model in GA4 is Data Driven, assigning fractional credit, which had previously only been available in GA360. Additionally, attribution settings will no longer be point-in-time forward and can be adjusted retroactively. 

    Why Should I Migrate to GA4?

    Google’s dominant market share ensures that most of its customers will adopt their newest offerings. The advantages of native connectors and all that the G-suite provides, in most cases, outweigh any inconvenience of migration (which Google has made fairly seamless). For those who would rather switch providers, there are alternatives in the marketplace such as Motomo, Fathom and Plausible. 

    When Should I Switch?

    Marketers should aim to enable GA4 before July 2022 to start gathering a full year’s worth of data for any year-over-year comparisons once Universal Analytics shuts off in July 2023. There’s no harm in running in tandem with UA, giving your business adequate time to familiarize itself with adjustments Google has made to prepare for the future. 

    If your company has any questions about the pending migration or how to better leverage GA for your brand, don’t hesitate to reach out using the form below.

    Brendan Pescatore

  • RSAC 2022 Recap: Back on the road

    After more than a two-year hiatus, RSAC – cybersecurity’s premier live event – returned to San Francisco’s Moscone Center last week.  I had the pleasure of attending; meeting with Matter’s 10 exhibiting clients, staffing press and analysts; and catching up with all our fellow cyber professionals.

    The sheer magnitude of the event makes it impossible to catch everything, so for those who attended and those who could not, here are my biggest takeaways.

    10 Thoughts on RSAC 2022 

    The Theme: The official theme of this conference was “Transform,” which might have been aspirational. However, senior execs I spoke with gave a differing and unsolicited opinion. “I am not sure there was a theme this year,” said one unicorn CEO. “Two years ago, it was Zero Trust.  This year nothing jumps out.” 

    Similarly, the North American cyber practice lead for a global system integrator shared, “Usually there is a theme that comes out of the conference that everyone attaches to. (i.e., Zero Trust, etc.). That was not readily apparent this year. I see services as being vital to ensure that vendors can effectively implement their technology, so it does not become shelf ware.” At the technology level, topics among the noisiest were XDR, SASE and API security.

    The Vibe: It was certainly optimistic, active and friendly – lots of networking, productive conversations and meetings of the minds. It signaled a yearning for days of yore, when live events and physical interactions were ubiquitous. One cyber marketing executive I spoke to mentioned how great it was to see people “in 3D.”  It was a jovial, high-energy environment and everyone seemed genuinely happy to be in person and step away from Zoom meetings for the week.

    The Elephant in the Conference Halls: The biggest question on most minds was, “What would actual attendance be? Pre-pandemic, RSAC attracted 37,000-42,000 cyber professionals. This year, it felt busy but certainly short of that range. One RSAC and industry vet I spoke with put the number at 20,000. That felt low to my rather unscientific calculation. If accurate, that is still a lot of people, she noted.  However, if I am in charge of lead gen or closing deals for a cyber vendor, it makes my job a lot tougher if leads generated are similarly cut in half.

    Monitoring the Media: A similarly critical element to RSAC is press and media attendance and interaction. To say witnessing reporters in the wild was akin to Bigfoot sightings would be a stretch, but there was definitely a drop off. Several key reporters who were expected to attend the event did not. Conversations with vendors, fellow communications professionals and analysts all confirmed this.

    Most press scheduled very few briefings, preferring to attend keynotes and sessions, and reporting news from their hotel room or press room. Broadcast Alley was active with several outlets constantly running live and taped sponsored interviews, but the press room area seemed quiet at times. Whether this dynamic was created by health and safety concerns, budget cuts, the Gartner Security & Risk Management Summit, or simply due to the ratio of exhibitors to media (400+ to approximately 100) is not readily apparent. One analyst told us he simply had to prioritize the bigger companies since so much time had elapsed since the previous RSAC. Several other reporters prioritized their meeting schedule for companies with major news or who were speaking at the show.

    The “Must See” Attractions: Cyber asset management provider Axonius brought in Olympic champion gymnast Simone Biles for booth discussions. Wondering what Simone Biles has to do with cybersecurity? So were many, including Axonius itself (on its booth signage). Biles and CrossFit champ Amy Bream talked about overcoming adversity as part of Axonius’ push to showcase the human element of cyber.

    XDR provider Uptycs’ Sandbox VR exhibit drew rave reviews for its Star Trek Holodeck-inspired group gaming experience. I heard the zombies put up a serious fight. Endpoint security provider SentinelOne had the coolest booth in my opinion — with an eye-catching black and purple color scheme and their “Tree of Life” design. 

    Managed detection and response client Expel got plenty of attention thanks to its stream of performances by freestyle rapper and YouTube sensation, Harry Mack. Harry was amazing, attracting big crowds and drawing attention from nearby booths who found their demos and discussions drowned out by Harry’s electric performance.

    The Safety Dance: RSAC did a great job communicating its new policies, re-configuring certain areas for distancing and making masks optional, but recommended. Its badging process featured true “Multi Factor Authentication” in the form of a three-step process of showing an ID and vaccination proof at two different locations, printing the badge at a third and pick up at a fourth. Each step was super efficient, so it was a small price to pay in the spirit of precaution. Both the keynotes and sessions provided generous seating, and many people opted to space out from one another, so the rooms never felt too crowded.

    The Social Scene: RSAC’s evening parties are legendary and too numerous to count. 2022 saw no drop in this area. However, it was impossible not to notice the extremely active bar scene at The W, The St. Regis, the Four Seasons and other nearby hotels. It was great to see deal making, networking, interviewing and more in full force again. Likewise, The Grove, Mel’s Drive-In and Lemonade were hot spots for networking or staying hydrated and well-fed.

    The Approaching Storm: Despite the optimism of RSAC and the overall healthy funding flowing into the cybersecurity industry with M&A and robust hiring, you could not avoid discussions of recent cyber firms’ layoffs, dropping valuations and declining stock prices. People are diligently strategizing, given the larger economic forces at work.

    The NBA Finals: With a huge number of Bostonians attending RSAC, the Boston Celtics and Golden State Warriors series provided an additional layer of excitement. Moscone-area bars –  like the Golden Gate Tavern and Murphy’s Pub (with its distinct Boston flavor, accentuated by Red Sox signage, autographed Tom Brady jersey and more) and the area hotels – were all excellent venues for Game 2 and Game 3 TV viewing. No doubt many RSAC attendees rescheduled their party and dinner plans to catch some of the games. This Celtics fan was impressed by “Dub” fans’ passion and good sportsmanship.

    The Road Ahead: RSAC 2023 is set for April 24 – 27, just ten months from now. This allows RSAC to avoid a head-on conflict with Gartner’s Security & Risk Management Summit, something RSAC created this year when it pushed RSAC2022 out from February due to COVID-19 concerns. However, as one Forrester analyst pointed out to me, it will force a fair amount of vendors to fund the event twice in a short period of time – perhaps the same fiscal year. That could be a tall order, even for those who skipped 2021.

    Did I miss anything? Our team would love to hear your RSAC highlights! Drop us a message below to share your thoughts or learn more about our work with today’s leading firms on our cybersecurity page.

    Tim Hurley

  • Ask A PR Pro: What Content Do I Need, and Why Do I Need It?

    Ask A PR Pro: What Content Do I Need, and Why Do I Need It?

    This month, we sat down with a member of Matter’s Precision team to ask how PR professionals can put best practices into action. We interviewed Maggie Schlundt, senior content writer who’s landed pieces in Forbes, Entrepreneur, Fast Company, BenefitsPRO, Retail Touchpoints, Electronic Design and more. 

    1. Why is content so important? I only have time for critical brand-building activities.

    Content is a critical brand-building activity. In recent years, content has grown to be one of the most powerful marketing and PR tools a company can use. Seventy percent of people would rather learn about a company through articles than advertisements, and the right article can strongly connect with audiences, ultimately leading to brand interest and conversion.  

    Successful content programs allow businesses to elevate their profile and further establish themselves as experts in their field. Brands can control the messaging in their content pieces, providing expertise and thought leadership that builds public trust and visibility. To prospects, customers and the media, quality, non-self-promotional content from a brand increases credibility and helps create a positive reputation. 

    2. Are some content types more impactful than others? I need engaged customers, but I also need investor attention. 

    Blogs and bylines are the two most impactful content types a business can deploy. Blogs are hosted on a company’s website and can be a key web traffic driver — they’ve been proven to increase web traffic by more than 55% and produce 67% more monthly leads.  

    Corporate blog programs allow businesses to write directly for their audience, showing they understand their target’s needs and questions. Relevant content will resonate with customers, making them more engaged, more loyal and more likely to purchase. Additionally, informational blogs can attract investors who are interested in learning more about a specific industry. 

    Bylines are contributed articles that appear in a variety of media outlets, most commonly in industry trade publications. These are incredibly valuable tools for demonstrating a brand’s thought leadership in their sector and expertise on a trending topic. Not only do bylines build credibility among the media and industry peers, they enable businesses to reach a wider audience. Byline readers may include a brand’s next major enterprise customer or next funding series investor.  

    3. How do I make my content stand out? I’m already overwhelmed by what’s out there. 

    You are not alone! According to a recent study from Edelman and LinkedIn, seventy-one percent of B2B decision-makers say that less than half of the thought leadership content they consume provides valuable insight. Forty-seven percent said that most thought leadership does not seem to be created with their specific needs in mind. 

    To stand out, every piece of content a business puts out needs to be high-quality and add clear, specific value to the reader. Before starting a blog or byline – and again before publishing it – ask yourself, “How does this article differentiate itself? What am I doing in this piece to rise above the noise?” If you’re looking at competitors or other industry articles and they’re saying exactly what you are, you need to rework the article to deliver a more unique point of view.  

    Think outside the box and get creative in the ways you craft your content pieces. Include images, bullet points, lists and subheadings whenever possible to help break up the text and make the piece more digestible (and skimmable) for today’s busy reader. Engage readers from the very beginning with a compelling opening that hooks them immediately. 

    Ready to elevate your content program? We’re here to help. Reach out today, and let’s see how we can help you stand out from the competition and deliver the insights your audience needs.  

    Vanessa Taylor

  • Are Your Ready for RSA Conference 2022?

    Heading to RSAC 2022 next week, June 6th – 9th at San Francisco’s Moscone Center? If you’re like our cybersecurity team, you’re beyond excited to reunite with the cyber community for the first time in over two years at this premier event, but curious as to what your usual 30,000 fellow infosecurity attendees are feeling.  

    From the travel and long queues of cyber community professionals anxious to enter Moscone to the parties of socializing and schmoozing, we’ve all come to know and love the experience that is RSAC. 

    From all indications, the vendor community is returning to RSAC in full force. More than a dozen Matter cyber clients will have a presence – with most exhibiting while others plan to host customer meetings and dinners in nearby locations while dropping into Moscone for media interviews, analyst briefings and good old-fashioned networking.  

    This year will be a hybrid event for the first time since its founding in 1995 – an evolution after last year’s successful and worthwhile virtual version – and we’re looking forward to attending the impressive lineup of keynotes and conference sessions and simply catch up with friends and industry colleagues in whatever capacity they choose. 

    From a media attendance standpoint, our exchanges with top-tier contacts and fellow communications pros show all signs pointing toward a solid turnout, and we’re eager to share the important work being done throughout the security industry on behalf of our growing portfolio of clients. 

    Hats off to the RSAC team, which has worked tirelessly to continue to educate attendees about what they can expect from their RSAC 2022 experience. New to their already content-rich website is the Health Hub, which provides a full breakdown of tips and onsite health and safety measures to ensure attendees have a safe and productive in-person conference. 

    So, the question du jour is simple: are you ready for RSAC? 

    Are you doing anything differently having had the benefit of the past 27 months to assess and re-tool behaviors and best practices? 

    We’d love to hear from you! 

    Reach out below and let us know what you’re most looking forward to at RSAC 2022 or if you’d like to hear more about Matter’s services and deep experience with cybersecurity brands.  

    Or you can reach me directly at [email protected]. I’d welcome the chance to chat, buy you a coffee or a cocktail and compare notes. See you in San Francisco! 

    Tim Hurley

  • Matter Celebrates Pride Month

    Matter Celebrates Pride Month

    June is here, and with it arrives an endless array of warmth, love and rainbows. It’s time to get together to celebrate Pride month and all those who identify as Lesbian, Gay, Bisexual, Transgender and Queer — and their allies! In the U.S. and around the world, countless events are held during this time as a way of recognizing the influence LGBTQ+ people have had throughout history, as well as providing an opportunity to raise political awareness of current issues facing this community. To celebrate, communities hold iconic parades, as well as community events, poetry readings, public speaking events and street festivals. 

    The Stonewall Riots are credited with being the start of the Gay Rights Movement in the United States, and the month of June marks their anniversary. This historic event started after police raided the well-known gay club in the early morning hours – a practice quite common at the time and often used as an excuse to commit violence against Black and gay individuals.

    By 1969, many of the patrons were fed up with the abuse at the hands of the police. One patron in particular, Marsha P. Johnson – a Black trans woman – decided to fight back, leading to six days of protests and violent clashes with law enforcement. On the one-year anniversary of the riots, the gay community of New York organized an assembly on Christopher Street, and many simultaneous gay pride marches happened in other cities, including Los Angeles and Chicago. Now, the US recognizes June as Pride month with parades are held in cities throughout the U.S.

    At Matter, we believe it’s important to acknowledge these cultural occasions to better support the values we stand for and support all individuals in living life as their most authentic selves. By celebrating those who are living freely and honestly – and by generating awareness for their lives – we’re coming together to empower each other in becoming our happiest, healthiest selves. Because we know it’s wonderful to be exactly you! 

    Of course, in typical Matter fashion, we have planned lots of events that help bring our employees together to celebrate pride and learn about the history of this amazing community. 

    Pride Events at Matter

    Drag Show Trivia

    We’re kicking off the month with our 2nd Annual Drag Show Trivia! Featuring local Boston drag performer Veronica Vandersnatch as our primary host, this event is educational and fun, combining both a drag performance and LGBTQ+ Trivia for a great cause and an awesome prize.

    Documentary Screening: Paris is Burning

    The LGBTQ+ Circle partnered with the Diversity Committee to bring another installation of our #BlackCultureMatters series, which spotlights creative works that highlight Black voices, authors, artists and stories. In our offices across the U.S., we’ll be hosting a screening of the film Paris Is Burning, followed by a company-wide discussion on the noteworthy documentary and its iconic status. 

    Pride Happy Hour

    To wrap up Pride month, Matter is hosting happy hours at all our offices, with Pride-themed swag for all our employees. We encourage everyone to sport this merch not just during Pride, but all year long! 

    While these events will mark joyful occasions for our staff to commemorate the spirit of Pride, making our LGBTQ+ employees feel included, valued and respected is our priority all year long. Acknowledgement and visibility go a long way, and we’re proud to stand with all our staff in encouraging everyone to live their truth, inside and outside of our offices.

    Renee Smith