Yearly Archives: 2011

HubSpot: How To Master Facebook Marketing in 10 Days

Companies of all sizes, from global enterprises to small businesses to start-ups, in almost every industry continue to integrate Facebook into their marketing and communications strategy. Consider that:

– 58% of Fortune 500 companies have corporate Facebook pages (The University of Massachusetts Dartmouth Center for Marketing Research and msnbc.com)

– 35% of small businesses utilize Facebook in their marketing mix (American Express OPEN and eMarketer)

– 97% of the top U.S. charities utilize Facebook in their markting efforts (The University of Massachusetts Dartmouth Center for Marketing Research)

Despite the mass adoption of the popular social networking platform, particularly since 2009, many marketers are unaware of all of the tools at their disposal, which minimizes their effectiveness, and critical mistakes are often made in marketers’ execution of brand, engagement and promotional efforts on Fan Pages. For example, the “Info” tab is rarely taken full advantage of, and custom “Welcome” pages leave much to be desired or are nonexistent.

A plethora of resources are available to assist marketers in developing and executing their Facebook and social media strategy, such as agencies like ours. HubSpot, widely recognized as a leader on the subject of inbound marketing, routinely creates content around best practices, often in the form of “How To” guides, that can be applied quickly. They have created a quick-reference resource that can help relatively experienced social marketers and those that are simply in the planning stages of their social presence: How To Master Facebook Marketing in 10 Days. They believe that with little effort, you can boost your Facebook interactions by 30% or more. Follow the principles and tactics in the ebook to find out how.

Specifically, you will learn how to:

– Evaluate successful Facebook pages

– Understand Facebook best practices

– Create custom Welcome pages

– Use Facebook’s analytics package “Insights”

– And much more

You can download it here. Don’t just “do” Facebook. Master it.

 

AppNation and Digital Atlanta 2011

Digital Atlanta 2011 kicks off on November 7 for its second year of celebrating the technology and new media marketing achievements of Atlanta. Formerly Social Media Atlanta, the week-long series of events will take place at numerous venues across the metro area and is a ‘can’t miss’ event for companies, agencies and individuals that want to stay at the forefront of all things digital.

The conference features a wide array of learning tracks, signature seminars and networking events. Digital Atlanta is designed to offer a lot of flexibility when selecting sessions that fit your needs and schedule. It is also economically priced: sessions are only $12 a piece.

The conference is expecting over 3,000 people from Atlanta and beyond that will include business owners and executives, entrepreneurs and professionals from various industries and organizations, as well as universities and state and local governments. The programming is expansive and diverse and will include topics such as:

– Augmented Reality

– Social Gaming

– Blogging

– Social Couponing

– E-Commerce

– Mobile Strategy

– Non-Profits and New Media

– Sustainability

– Media, Entertainment & Sports

– Small Business, and much, much more.

The first day of the week-long extravaganza is marked by AppNation Conference Atlanta at the Georgia Tech Hotel and Conference Center. AppNation is a one-day event focused entirely on the burgeoning business of apps and their transformative impact on our personal and work lives. It will examine the exploding business of mobile apps within our increasingly connected world and discuss the critical decision points and inherent business challenges that marketers and agencies face when devising and deploying a mobile app strategy. Our mayor, Kasim Reed, will provide welcome remarks, and James McCaffrey, Executive Vice President and Chief Strategy Officer for Turner Networks, will keynote.

So peruse the list of topics, sessions and locations and join Atlanta’s digital elite for a week that is sure to provoke thought, challenge and inspire as we all continue to learn how to harness the technologies available to us today to improve our businesses and provide value to our clients and customers.

Be Part of the Solution, Not Part of the Problem

Jay Baer is one of the country’s most recognized and renowned authorities on the subject of social media and its effective application in business. His consultancy, Convince and Convert, works with companies to build integrated, measurable social and content programs. He’s worked with over 700 brands since 1994, is a prolific blogger, professional speaker and is currently on a national tour promoting his latest book, one that he co-wrote with Amber Naslund, VP of Social Strategy for Radian6, The Now Revolution: 7 Shifts to Make Businesses Faster, Smarter and More Social.

We at BMA Atlanta were fortunate and excited to have Jay stop by during his whirlwind tour to address the audience at our October Keynote event Wednesday night. He provided an overview of his book and explained in a compelling and engaging way why social media represents a fundamental shift, not a tactical shift, in the way business is and should be conducted. One of the things that stood out to me was Jay’s point that success is predicated so much on company culture, not just in the realm of social media, but in the overall health of the company. Changing organizational culture is an enormous challenge, but one that must be met.

Below are some of the highlights from his presentation. I’ll soon post a short video of Jay that we shot prior to the event.

– Before the advent of social media, we were limited in our ability to communicate, which was primarily “word of mouth.” There is now no limit to our ability to communicate, and every customer is a reporter. In order to survive in this new environment, businesses must do three things: 1) get faster, 2) get smarter, and 3) get more social.

– There have been many product innovations and channels of communication through the years that changed the way we do business. First there was the telephone, then fax, then the web, then email, and now, social media. “This (social media) is the most transformative of all because it fundamentally changes the nature of the relationship between businesses and its customers. It’s not a master-to-servant relationship anymore; it’s closer to peer-to-peer.”

– “The success of social media relies on corporate culture and sociology, not tools and technology.”

– “Companies should move with one mind and one heart. To move this way, we have to hire for passion and train for skills. The companies that do this are the ones that will achieve cultural alignment.”

– “Social media is the new ‘canary in the coal mine’. It’s the new telephone; you have to answer it.”

– Social media success metrics: know what you’re trying to accomplish with your social media efforts. Is it awareness? Sales? Loyalty and retention? Other? Each have different metrics. “The problem is not that we can’t or don’t have enough to measure, it’s that we have too much to measure.”

– Facebook Fans, for example, is a worthless metric. 84% of current Facebook Fans are current customers. “In social media, we have to measure behavior, not aggregation.” “Facebook is digital bumperstickering.”

– “If you use these four words fast and well, you’ll be better than 80% of the companies using social media: ‘thank you’ and ‘I’m sorry’

– The engagement spectrum: Ignoring > Listening > Responding > Participating > Storytelling. “Participating” is the act of jumping in and adding context and value. “Storytelling” is creating content. “The less people are talking about you, the more content you have to create. The more people are talking about you, the less content you have to create.” At some point, you have to create conversations, not just engaging in them.

– The companies that are best at storytelling are best at “internal story harvesting”. Sales, Operations and Customer Service are the groups that know the most about the business. A tunnel should be developed between those groups and every other group in the company so that the story is known, communicated and consistent.

– “The enemy of storytelling is features and benefits.”

– Find your brand voice by talking about people, not company abstract. “We are intrigued by and remember human stories.”

– Helping vs. Selling (in social media): “In social media, you earn the right to promote by being helpful, useful and relevant.” You can’t buy that right like you can in every other medium. Help first, sell second.

– “We’re in the era of the invitation avalanche (when every company has a special offer, invites you to join their blog, become their FB fan, etc.). This is where we’re going, folks. We need to be part of the solution, not part of this growing problem. You differentiate around helpfulness.”

– “Social media is a job today, but it’s going to become a skill, much like typing. Everything important in business eventually becomes a skill. You have to have people in the company that have their antennas up.”

– There are two types of changes in business: 1) protocol and 2) paradigm. “Social media is both, which is why it’s so hard. Customers will simply ultimately demand that you communicate with them this way.”

– “Be social, don’t do social.”

– “Social media requires experiential learning. If you don’t love it, you suck at it.”

Have you heard Jay speak before? What are your thoughts? What would you add to this conversation?

 

Team Up Promotes Health Benefits of Hand Hygiene


Our agency has always looked for ways to contribute to our community and promote awareness, education and engagement in causes such as the arts, sustainability and health and wellness. So when it comes to supporting one of our clients’ efforts to do the same, we are even more eager to contribute.

So we are pleased and proud to participate in a unique project for one of our clients. Georgia-Pacific Professional is sponsoring an exhibition in collaboration with the Centers for Disease Control and Prevention‘s David J. Sencer Museum and the CDC Foundation. The show, Watching Hands: Artists Respond to Keeping Wellwill open this Saturday, September 24, 2011 and run through January 13, 2012 at the museum at CDC headquarters in Atlanta and feature new original works from six diverse and talented artists: John Bankston, Didi Dunphy, Joe Peragine, Katherine Ross, Laura Splan and James Victore. Georgia-Pacific’s YouTube channel showcases compelling video of each of the artists in action while preparing for the exhibit.

The exhibit explores the importance of proper handwashing through a variety of media, including drawing, painting, sculpture, graphic design, video projection and vinyl installation. Because hand washing is the single most effective way to prevent the spread of disease, this is an opportunity for Georgia-Pacific to bolster awareness with new audiences of the health benefits of hand hygiene in a nontraditional and innovative way.

We developed the brand identity and supporting communications materials for the exhibit, taking special care to utilize graphics that communicate the theme of the show without overshadowing the works of these renowned artists. The Atlanta Business Chronicle provides more detailed information about the exhibit and each of the artists. Thanks to everyone at Georgia-Pacific for your key role and contribution to this terrific exhibit.


 

Digital Delight For Nation’s Largest Producer of Baked Goods

You may not be familiar with CSM Bakery Products but you are definitely familiar with its products. CSM offers the most complete portfolio of baking ingredients and products in North America, and many of the world’s largest and most recognized food retailers rely on its products as one of the key ingredients to their businesses. Those muffins you eat at Starbucks while enjoying your morning latte are a CSM creation. The glaze on Dunkin’ Donuts’ tasty treats is another.

CSM Bakery Products, formed in March 2010, is the result of merging the legacy companies of H.C. Brill Company with Best Brands, after H.C. Brill’s parent company, Amsterdam-based CSM, acquired Best Brands. When the 125-year old industry leader then had a need to reposition itself to communicate the new scale of products, capabilities and benefits to its customers, it contracted Brand Fever (formerly The Jones Group) to deliver the goods. Our process and strategy produced the new positioning and tagline, Solutions that Delight, which captures the essence of what the company now brings to its business partners and consumers.

We then sweetened its corporate website to better reflect this positioning and capture all of the company’s hero brands, including Brill, Henry & Henry and Multifoods. Launched in July, the new site serves to build awareness and educate the industry on the expanded and comprehensive nature of the new company’s expertise, brands and product offerings.

One of the company’s distinguishing characteristics is that it works with customers to customize and tailor a product to best suit their needs. To more effectively support this key aspect of its positioning, a Resource Center is featured that provides consumer insights, tips and recipes to customers. The festive tone of the website expresses CSM Bakery Products’ ability to delight consumers and ensure many happy returns. Brand Fever (formerly The Jones Group)’s digital solution for their interactive needs will do the same for them. Visit the new website at www.csmbakeryproducts.com.

Sinless Repackaging for a Devilishly Good Brand

Sometimes you just can’t have it all. Then again, sometimes you can. That’s the belief of Zack and Cat Hawkins, a husband and wife team that wished for margaritas they didn’t have to feel guilty about due to high calories. Instead, they decided to make it happen themselves. So Sinless Margarita was born in their kitchen. Their proprietary margarita mix is comprised of all natural ingredients, sugar free, contains no preservatives and uses Stevia as a natural sweetener. The end result is a margarita mix that contains only five…that’s five…calories per serving.

In just over a year and a half, they have created a major presence throughout metro Atlanta, are sold in nearly all 50 states and have even been featured on Today. They decided it was time to elevate their branding as well as their visibility and presence at retail. They called on Brand Fever (formerly The Jones Group) to redesign their brand identity and packaging.

The new look is fun and vibrant but balances with clean and modern. Each of their three products, Margarita Mix, Sour Mix and Strawberry Margarita Mix, have their own primary color and share the same silver top. The number “5” is featured prominently on the front of the label to draw attention to one of the brand’s distinguishing characteristics of only five calories per serving. The new design has been well received at retail, and new product offerings are on the horizon. Raise your glass! You can have your margarita and drink it, too.

Brand Fever Donates Services for Shepherd Center Fundraising Event

Shepherd Center, widely recognized as one of the top hospitals in the country and specializing in the medical treatment, research and rehabilitation for people with spinal cord injury or brain injury, hosts a number of signature fundraising events each year that are paramount to the continued support of Shepherd patients and programs. One such event is their annual summer fundraiser, Summer in the City. Brand Fever (formerly The Jones Group) is proud of Shepherd’s success, its impact on our community and especially the lives of the people it serves. We were pleased to donate our services to brand and promote Summer in the City, held on June 22 at Greystone in Piedmont Park.

Specific items of donation included the event logo, invitation, tickets, poster, program cover, print ads and web landing page. Attendees and supporters enjoyed chef stations featuring some of Atlanta’s finest restaurants, including Aria, Table 1280 and Kevin Rathbun Steak, as well as wine pairings from elite wineries around the world, live music and a live auction. We’re thankful that the event surpassed expectations. Thank you to all of the good folks at Shepherd Center for all you do.

Unisource Campaign Recognized in Print’s Exclusive Regional Design Annual

Print is a national bimonthly magazine about visual culture and design. Founded in 1940, the magazine is dedicated to showcasing extraordinary design on and off the page. As a reflection of its standing in the industry, Print was awarded the American Society of Magazine Editors’ National Magazine Award for General Excellence in its circulation category for the second year in a row and has been cited by numerous other groups and organizations. Each year the magazine holds its own competitions to recognize exemplary work from across the nation. One of the most celebrated is Print’s Regional Design Annual, the most comprehensive survey of graphic design in the United States.

We were thrilled to learn this summer that our “Paper Makes it Real” campaign for Unisource Worldwide was recognized and awarded inclusion in the Annual. The integrated, multi-channel campaign was developed to increase demand for Neenah Paper text and cover papers within the creative community. We are honored that our work has been included among the best American design created during the past year. The “Paper Makes it Real” campaign also won a Bronze ADDY earlier this year. The ADDY Awards are the world’s largest and arguably toughest advertising competition.

Engaging Website Promotes the Arts in Fulton County

The mission of the Fulton County Arts Council (FCAC) is to enhance the quality of life of all citizens through support of the arts. It’s a cultural leader in Fulton County and the largest funder of the arts in Georgia. Brand Fever (formerly The Jones Group), a supporter of the arts in the communities in which we live, partnered with FCAC to redesign and develop its website, www.fultonarts.org. Launched in concert with the organization’s 30th anniversary celebration, the website presents all aspects of the Art Council’s story and purpose, educates our public on accessible, low cost art centers, provides people a reason to visit often and learn more, and encourages its visitors to get involved in the arts.

Navigation was designed and content was developed to support the site’s primary message that there are a number of ways to get involved in the arts, support artists and assist with funding. A content management system was built to allow owners of the site’s content to quickly and easily update material and events, keeping information fresh and relevant. The website’s contemporary look and feel is supported by the liberal use of clean, white space, which allows for a platform to showcase artwork and images that represent all disciplines from the arts center. The home page features an events feed and rich information about the five community arts centers.

Through the work at these centers, the FCAC strives to better the lives of Fulton County citizens by making the arts accessible for all.

Atlanta’s Fourth Fastest-Growing Woman-Owned Firm

The Atlanta Business Chronicle is well known for its many annual listings recognizing some of Atlanta’s leading companies in a variety of industries and categories. Each spring, the Chronicle releases its list of the fastest-growing women-owned firms in Atlanta, and we were excited to learn that Brand Fever (formerly The Jones Group) ranked #4 on this year’s list!

Congratulations to Vicky Jones, who founded the agency in 1997 and serves as president, guiding the firm’s vision and long-term strategy. “It is an honor to be included on this list, and we could not be more thrilled,” says Vicky. “During a time when many in our industry have been deeply impacted by the economic climate of the past few years, we feel fortunate to be in this position. It’s a testament to our successful transformation into a digitally-centric agency, supported by newly added strategic services, including research, that we first introduced in 2008. Our senior team of brand professionals has passionately executed these services for our clients. We are very appreciative.”

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