Why Using Social Media is a Thing of the Past

HOWE&WYE sees significant value in this post by Shama Hyder. Far too often we see firms using a ‘silver bullet’ approach to marketing, relying heavily on a single channel approach failing to see the greater potential of using an integrated approach to customer acquisition, member engagement or stakeholder communication. HOWE&WYE can execute a detailed analysis of your current strategy and provide you with meaningful feedback on how to improve the alignment between your marketing budgets and your corporate objectives.

Shama Hyder, CEO of Zen Media

Using social media to promote and advertise for brands used to be a forward-thinking strategy. Social was the future, and early adopters were rewarded for jumping on the bandwagon when they did. 

In the good ole’ days of early social media marketing, it made sense to “use” digital advertising in order to reach “wired” consumers. It also made sense to “use” social media to reach consumers who were discovering social media platforms. Back then, before widespread adoption of the internet and the advent of billions of Facebook users — that is, back in the days of interruptive advertising where campaign lifecycles and consumers’ journeys could be clearly identified, neatly segmented, and accurately assessed — it made sense, and was frankly quite easy, to “use” social media to reach consumers. 

But to thrive in the age of the connected consumer, marketers need to understand why “using” social media is a thing of the past. Today, it’s important to shift from a mindset of “using” social media to a mindset of adapting and thriving in an ecosystem where a highly connected, social, empowered consumer is now the norm, and traditional econometrics and data are no longer adequate to measure and track the success of content and campaigns.

Social media is a shrinking piece of a much bigger digital pie that requires rethinking consumer’s sociality, and relationship to brands. 

Consider that 77 percent of marketers rely on at least one dedicated social media platform, but less than half generate ROI from this strategy. This shouldn’t come as a surprise. Millennials and Gen Z are annoyed over brands targeting their social media feeds and in response, a third of them have permanently deleted their Facebook account. 

What’s more, social platforms are changing the way they operate, making it harder for brands to show up to the audience they want without paying to do so. Twitter deleted more than 70 million suspicious accounts in less than 60 days, and Instagram switched to a non-chronological algorithm that has limited the appearance of organic branded content in users’ feeds. With this in mind, marketers need to redefine their understanding of “social” to extend beyond social media. 

To clarify, it’s not that consumers are becoming less “social,” it’s just that this sociality — which can be understood as digitally-enabled “connectivity” to other consumers and to brands — appears to be increasingly migrating from social media platforms onto aggregation, social, mobilization, and learning platforms. (Think, for example, of how “social” consumers are on sites like eBay or Amazon in terms of sharing product reviews and interacting directly with sellers and other consumers.) Said differently, though the number of consumers who can be reached through social media channels may be shrinking, the digitally-enabled “sociality” that characterizes today’s connected consumer is expanding.  

ROI is an insufficient metric for assessing success that requires rethinking the nature of the consumer journey.  

The expansion of today’s connected consumer across multiple digital touchpoints means that ROI is no longer a reliable default for accurately assessing campaign success. Marketers need to move beyond ROI and adopt metrics that are more sensitive to the complexity, ambiguity, and dynamism of the consumer journey correspondent to the category in question. Without this sort of approach, it’s impossible for brands to identify their particular challenges and to develop targeted strategies for overcoming them. 

Integrating social data and metrics with other KPI’s affords brands much greater visibility into the customer journey across multiple channels and digital touchpoints. In order to integrate social media strategies with other critical marketing practices — web analytics, CRM, and so forth — marketers must cease to view social media platforms as simply a marketing channel and leverage it instead as one prong of a larger strategy and source of customer insight. 

Metrics for measuring a campaign’s success require rethinking what “value” means in the digital age.

Determining if, how, why, and under what conditions a particular marketing strategy or campaign has value to a consumer requires rethinking what value means in the digital age. It also requires equally nuanced and sophisticated metrics for measuring this value. Depending on the variables, value can mean many different things — things that are invisible from the limited perspective of ROI. By adopting more nuanced and sophisticated metrics for discerning the subtle shades of value that nonetheless represent significant points of leverage, marketers can tune their content accordingly. 

While the concept of “using” social media no longer makes sense, the expanding sociality of today’s connected consumer offers new opportunities for defining, measuring, generating, and reaping value in ways that will continue to advance the digital age and benefit brands and consumers alike.    

Shama Hyder is a visionary strategist for the digital age. A web and TV personality, a bestselling author, and the award-winning CEO of Zen Media, she has aptly been dubbed the “Zen Master of Marketing” by Entrepreneur Magazine and the “Millennial Master of the Universe” by ...

Original Article - Forbes

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The result of nearly a year’s work had HOWE&WYE leading stakeholder consultation and engagement as well as the development of the overall strategy and project management with the myriad vendors involved in the project. Aside from generating growth for the institutions, the campaign will promote and dispel myths about living, learning and loving Northern BC. The campaign elements included brand strategy, creative execution, multinational media buy, social media execution, website development and media relations, as well as broad stakeholder communication. 

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SKYPE INTERVIEWS

Media interviews can be a critical vehicle to get your messaging out. It has become quite common for the media to use Skype and other technologies to perform interviews. Skype can provide a stable and positive platform for interviews, provided you keep a few things in mind.

CHIN UP AND KEEP IT CLEAN
The best results often occur when the camera you are using is elevated and you look up into the camera. Place your laptop on a stack of books to get the camera at eye-level or even a bit higher for a more flattering angle. Your surroundings are equally important. Set up a clean background with the best lighting you can manage. We recommend you avoid noisy, chaotic public spaces such as coffee shops.  

PRACTICE
Skype your mom or your buddy in Grand Rapids. Make a few test calls well before your interview to make sure your setup is working properly. Ask them how you sound, what it looks like and if they can see you clearly, etc.

KNOW WHAT TO SAY
You're being asked to provide comment because your an expert or have some unique knowledge, so we recommend you know what youre going to say in advance. If you’re acting as a spokesperson and need key messages or specific facts, tape them securely to the monitor or beside the camera for reference. However don’t read them verbatim.   

EYE CONTACT IS KEY
It’s hard to do an interview staring at your computer. And while it can be awkward to stare at your webcam, you will give a better interview if you do. Looking into the camera will make you seem all the more authentic and genuine. It will also ensure your eyes don’t stray to the video of yourself, or the email notifications or other distractions.

DRESS APPROPRIATELY
For those who work remotely or in a home office, or even for those who work in office environments that don’t maintain strict corporate dress codes, we always recommend you think about your interview similar to a job interview. Dress the part. Always good to keep a suit or change of clothes in the office for such an occasion.

USERNAMES
Think very carefully if you want that 10+ year-old username to be public.  If your handle resembles 1awesomedude, UnicornDreams85 or HarryPotter79, perhaps it’s time create a ‘business’ account. It’s ok for it to be your actual name or company name.

PLUG IN
No question, image is important and while it may look a bit goofy if you have one of those over the head, McDonald's drive-through configurations, what you say is as important as how you look. The purpose is for the audience to hear what you’re saying clearly.  The mic on your computer will likely pick up a lot of background noise and using a headset can help to mitigate that.

MINIMIZE DISTRACTION
To the point about coffee shops above, try and be in control of your environment. Tell your office colleagues not to burst into your office by sticking a sign on the door “INTERVIEW IN PROGRESS”. Turning off your phone or mute your ringer and any notifications on your computer. Silencing your phone. Closing your email, Facebook and anything else that may pop up during the interview.

USE THE LOO
One thing to remember, while interviews are relatively short, they are often delayed and don’t start on time. We recommend you ensure you’ve used the washroom before going live. Nothing like someone fidgeting through an interview.

RELAX
While this can be difficult, for the best of us, try your best to relax. You don’t want to come across as stiff, or over prepared, but comfortable. This can take some getting used to, and we recommend practicing and getting some professional media training as part of your own professional development.

And while we can all laugh at it now but recognize what happens in this video can happen to any of us. 

 

 

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 “Our competitive analysis demonstrated that the results we achieved for Chile propelled their voice dramatically above their competition, in this case two other countries competing for mindshare and voice,” says Steve Virtue. HOWE&WYE research indicated the evidence was compelling and overwhelmingly in Chile’s favour with a stunning ratio of 38 to 1 in terms of impressions over the closest competitor.

Total impressions of earned media coverage for Chile exceeded 35.8 million. Part of HOWE&WYE’s analysis of the execution, we compared our coverage for Chile against the two other country sponsors at PDAC 2016: Peru and Ecuador. Both countries used PR firms. Peru earned 1.4 million impressions, Ecuador earned 700,000.  Read the case study...

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“This has been a tremendously successful first year of operation for HOWE&WYE. We have generated significant media coverage and expanded public profile for clients,” says Nate Habermeyer, co-founding partner. HOWE&WYE’s senior team represent more than 50-years of experience, across a variety of sectors. “Our team’s combined personal and professional experience consistently drives value for our clients and continues to be in high demand,” he noted.

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HOWE&WYE EXPANDED SERVICES

HOWE&WYE is pleased to announce the expansion of strategic service offerings. New services include strategic counsel in the development of communications and public affairs strategy, deep program or overall communications audits, management consulting specific to team, budget and performance management.  "We expanded these services after an audit of what our clients were really asking for," says Steve Virtue, president and co-founder. “In today’s market there is a heavy emphasis on value for money, and we play a very objective role in evaluating operations and providing thorough analysis of an organization’s performance relative to their business objectives,” he added.   

 

HOWE&WYE’s deep leadership experience has been valuable to associations, non-profits and startups, who rely on the firm’s breadth of practice knowledge gained from a variety of industries and sectors to provide expert counsel on communications and public affairs best practices. “The most important thing for clients is to ensure they are generating a substantial return on their communications investments,” says Virtue. "Our clients have come to appreciate the deep expertise we have and rely on us to ensure alignment and that expectations are being met.

 

Market conditions and uncertainty having a lot of organizations, regardless of size, looking inward to evaluate their operations,” says Virtue. “Given our deep expertise, we play a valuable role for organization’s looking to improve and gain a competitive advantage by maximizing their efficiency.” HOWE&WYE’s senior team brings more than 50 years of leadership experience and practical expertise to the table.