With social media constantly updating, it can be difficult to keep up! Not to worry, we’ve got all the updates for you on Twitter, Snapchat, Facebook and Instagram. Twitter is following in Facebook’s footsteps by implementing a new ad policy for transparency on political ads. Snapchat has introduced their new Spectacles, which are more stylish, but lack any new capabilities. Facebook has released a new report about video optimizations for users, and Instagram may have a stand-alone shopping app in the works. Check out what’s new in the social sphere below!

Twitter Announces New Policy for Politically-Motivated Groups

  • Twitter will begin labeling in-stream ads from political candidates and those which “advocate for legislative issues of national importance” in order to provide more transparency for users. The tweets will be marked with text reading “(issue)” right next to the “promoted” indication. Topics such as civil rights, climate change, healthcare and taxes are all considered top-level issues that Twitter is considering under this policy. Advertisers who are planning to run ads under these issue categories will need to take a certification process to verify their identity and information. The enforcement of this policy will begin on September 30th.
  • What this means for brands: With healthcare being one of the “issues” identified by Twitter, healthcare brands will need to be more conscious of their content as it relates to the political landscape. With the new indication of “issue” on healthcare brand ads, this could deter users from engaging or clicking on the ad, so brands will also need to be aware of how to present their information in a unique and broad fashion. Twitter has also created the Ad Transparency Center that will enable users to see all the ads being run by any Twitter profile at a given times similarly to Facebook. With all platforms becoming more sensitive towards political content, it is important for brands to complete the right certifications and triple-check their content before pushing live.

Additional resources: Social Media Today, WERSM

(via Social Media Today)

Snapchat Launches Stylish Spectacles

  • Snapchat has announced two new versions of their Spectacles, both designs coming in black-on-black with polarized lenses. While these new glasses come with increased battery life, the technical elements remain the same as the previous models. Though there wasn’t much hype surrounding the first version of Spectacles, v2 owners are capturing 40% more snaps than users with the first version.
  • What this means for brands: Though Snapchat Spectacles have not been the hottest way to capture content, it still shows that users will do whatever it takes to take a photo or video in real-time. Brands need to be more in tune with real-time posting and sharing, as that is what users, especially millennial users, are looking for. These glasses could be the start to a fully immersive AR device, so brands will need to be aware of what’s to come from the social platforms.

Additional resources: TechCrunch,  Social Media Today

(via Snapchat)

Facebook Publishes New Report on Video Ad Performance

  • Research shows that videos are the Facebook format and creative most likely to reach and engage audiences. With the expansion of Facebook Watch to all regions, Facebook published a new report that highlights video performance among various age groups in order to help businesses optimize their video content. Different behaviors mentioned in the report include: user watch time, user age and video creative.
  • What this means for brands: Brands are continuing to utilize video ads to reach their audiences, as they’ve historically been shown to perform the best. With Facebook’s new Watch tool, longer form videos are stored for users to view whenever they want, instead of getting lost in the News Feed. New Facebook data shows that viewers are watching videos 5x longer within the Watch view than they are in the News Feed, so it is worth considering uploading videos to Facebook Watch so users are able to view them later on and in full length.

Additional resources: Social Media Today

(via Social Media Today)

Instagram To Create a Stand-Alone Shopping Application

  • Instagram has been talking about creating a stand-alone online shopping app titled IG Shopping, where users would be able to shop from stores they follow and purchase them directly within the app. Currently only select brands are able to utilize the Instagram story feature to link out to the product they are promoting. With the introduction of a new shopping app, brands would be able to promote an increased number of products for users. Instagram has been slowly rolling out their Shopping Tags to more brands and have also helped brands to integrate Shopify into their accounts.
  • What this means for brands: This proves that more and more customers are looking to social media for a one-stop social and shopping experience, especially younger generations. If this app does come to fruition, brands will have to rethink their Instagram strategy and be thoughtful about how they’re promoting their products on their Instagram to hopefully get users to their IG Shopping page to convert.

Additional Resources: The Verge, Adweek

(via Social Media Today) 

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A funny thing happened on the way to digital. Marketing started looking like Communications and Communications started acting like Marketing. Now for the purists, I’m not juxtaposing the need to uphold corporate efficacy and policy nor am I diminishing the important role of customer experience and sales. Rather, I’m speaking from the perch of rethinking how opinion is formed, where advocacy can be found, how insights shape thinking, and the importance of relevance in an organization’s strategic direction.

The wall that once separated both functions no longer exists. It simply can’t in a digital world where customers and employees are in control. So, what does this  new paradigm mean for professionals in each area? From my vantage point, there are at least 6 specific pathways to explore that now envelop both marketing and communications:

  1. Analytics and Insights are changing how Communications conducts business including strategy, programming, outreach, messaging, and measurement. This has replaced intuition (gut) and outdated metrics resulting in a more strategic approach.
  2. Relevance is the new north star for both. For companies and brands, aligning business with societal and individual expectations is critical to success. But Relevance is also about listening to the marketplace where it resides. Brands can’t communicate relevance, only customers and employees can.
  3. Influence shapes opinion and behavior. Given information patterns driven by social behavior, pinpointing influence along the purchase journey provides a roadmap for cultivating interest.
  4. Story Dominates.  People won’t follow you if they don’t know you.  Getting your story right and integrating it into your product portfolio and service model to tell a clear, cohesive narrative draws people into your organization.  It must begin with a distinct and relatable mission.
  5. The growing use of AI. Changing basic tasks and unleashing creativity are just the tip of technology’s influence.
  6. User Experience. It’s not about tactics and techniques, the goal is to completely envelop the customer in your ecosystem.

Digital changes everything and as such it’s important to see its impact on critical areas of business.  As Marketers and Communicators, this is an unprecedented time to embrace the revolution upon us.  It’s a time of learning, experimentation, collaboration, data, technology, and insight now inform thinking and point-of-view.

But the real benefit is that marketers and communicators are now working together to accomplish one thing: organizational success!

And that’s the most meaningful experience!

Mary             


If you’re interested in knowing more about W2O, check out our About page. 

Want to chat? Drop us a line.

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Streamlining is on every platform’s mind, with recent updates on Facebook, Twitter, and LinkedIn focusing on helping audiences use every function of the apps more smoothly. Facebook is launching a process to help advertisers convert their static imagery into more engaging, video-like ads. Facebook also put a new two-step page authorization process in place to ensure pages are being run by correctly authorized admins. Twitter updated the Lite version of their app to allow for more reach across an additional 21 countries and LinkedIn is relaunching Groups within the flagship app to help users connect. Learn more below about these backend app updates!

Facebook Launches New Process for Video Ad Creation

  • Last week, Facebook launched a new process which enables advertisers to convert their static images into more engaging video-like ads. The new option allows brands to create animated ads without the workload of regular video creation, helping brands who don’t have the bandwidth for high-quality video creation. With more details to come about the actual process of how a brand would start this process, Facebook’s Creative Shop offers a specialized process to get started. Based on the announcement, there will be four different options for this new process: Basic Motion (adding only one or two elements), Brand in Motion (Bringing the elements of the logo or brand to promote brand awareness), Benefit in Motion (Showcasing a product benefit, like a special offer or discount, to life through motion), and Demo in Motion (Focusing motion of demonstrating how the app, website, or feature works).
  • What it means for brands: With video content becoming an even larger factor in ads across all social media platforms, this process could be a helpful option for healthcare brands looking to implement video-style creative into their social campaigns without the heavy lift of developing video content. With all four options created for specific optimizations in mind, healthcare brands can elevate their campaigns with the strategic creative process they are given with the help of the Creative Shop. Stay tuned to see how this process unfolds.

Additional Resources: Social Media Today, Adweek

(Facebook)

Facebook Adds New Authorization for Pages

  • With many discussions of security and what constitutes real or fake news, Facebook implemented new requirements for page publishing for people who manage a page with a large audience in the US. Moving forward, people who manage these pages will be asked to complete a two-factor authentication and confirm their primary country location. If a page manager needs to go through the authorization, they will receive a notice at the top of their news feed. Facebook notes enforcement will follow later in August and if people do not complete the process, they will not be able to post on their page.
  • What this means for brands: The first major part implication of this authorization is that if a brand’s page is selected to undergo this process (i.e. the page has a large audience in the US), the people posting on their Facebook page would need to become authorized or they will not have access to post at all. Facebook confirmed that the enforcement for the brands will be implemented later this month so keep your eyes peeled for the notification and be ready to authorize your country of location. It should only take “a few minutes”.

Additional Resources: CNET, Digital Journal

(via Facebook)

Twitter Lite Expands to 21 Additional Countries

  • After last year’s release, Twitter announced that Twitter Lite is now available in 21 additional countries, including: Argentina, Turkey, India, and Ukraine. Twitter Lite was a result of people around the world not being able to use the regular app because of slow mobile networks, expensive data plans, or the lack of space on mobile devices. Twitter’s answer was to create an app that uses less data by enabling a “Data Saver” mode and that was built for 2G and 3G networks but still has some useful features from the original app, like bookmarking, push notifications, night mode, and threads. The lite app is now available in a total of 45 countries.
  • What it means for brands: As social media continues to keep people connected across the world, different data plans or slower internet connection can keep people from using social networking apps. This new version of Twitter Lite allows Twitter content to reach even more people. Whether a healthcare brand is trying to raise disease awareness in a wider range of countries, or specifically targeting a congress in Argentina, having the possibility of more people on and using the app is a definite plus. It is important to keep in mind that if a brand is targeting in countries using the data saving mode, videos and photos will not load automatically, making compelling copy even more important.

Additional Resources: TechCrunch, Social Media Today

(via Twitter)

LinkedIn to Relaunch Groups in Flagship App

  • After pulling the standalone Groups app in February, LinkedIn will soon be relaunching LinkedIn groups with a range of new features and focus on making the option more integrated into the original app. LinkedIn’s Groups Director of Product, Matali Pattnaik, states that the group experience is fully rebuilt with the goal of making groups easier to access and discover. Group notifications were rolled out earlier this year to test effectiveness and has shown to be an effective way for members to stay up-to-date with their respective groups. Additionally, groups will now highlight conversations taking place within a group in the main LinkedIn feed of members, similar to the feature on Facebook.
  • What this means for brands: Whether it is being a partner to an advocacy group or creating a disease awareness page that focuses on professionals, LinkedIn groups can have an impact on a healthcare brand. In the past, groups on LinkedIn were spammed with group e-mail blasts, which have since been discontinued, and users who wanted to promote themselves or their products. LinkedIn has quelled those two pain points by discontinuing the group email blast option, as well as allowing admins to approve and remove group members on the app. If groups on LinkedIn groups can become as integrated into the platform as they are on Facebook, it would be another opportunity for exposure and reach on the platform.

Additional Resources: Adweek, Social Media Today

(via Social Media Today)

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Marketers, you’ve experienced it before, marveling at a brand for how it’s connected with the marketplace. You feel a sense of respect and find yourself nodding because while it was unexpected, it was real, it was smart, and it made sense. Take for example the recent tweet from Sanofi in response to a tweet from Roseanne Barr. She tweeted “It was 2 in the morning and I was ambien tweeting” in response to her highly criticized tweet previously and Sanofi followed up very quickly with this response:

This tweet alone generated a ton of press but more importantly goodwill about the brand. It showcased its smarts and relevance to the market.

Or remember the “most interesting man in the world” effort by Dos Equis.  It captured the entire country’s imagination, lifting the brand to new heights. The challenge for Dos Equis is to continue to stay relevant and keep pushing for a true connection with their audience. Red bull has done a phenomenal job keeping in touch with their audience, elevating the brand beyond the energy drink category.

For any brand to be charismatic and develop true fans, they will embody some, if not all of these 5 traits:

1. Thoughtfully RESPONSIVE

Instead of hiding behind a corporate façade, Zappos embraces contact. In fact, their entire brand is built on customer service, using that critical touch point to spread awareness and grow brand equity. Their call center is not outsourced and remains their central branding arm. Their 24/7 phone number is prominently displayed on their website and their KPIs (key performance indicators) are “time to contact” (how long does a customer have to wait before being in contact with a Zappos representative) and “number of wow gifts delivered” (flowers, cookies, postcards etc.). How can your brand be responsive and instead of hiding behind a tedious user experience, connect and help solve problems for your customers?

2. Create delightful MOMENTS

The Magic Castle hotel in LA has been rated the #1 hotel in TripAdvisor for a number of years and have consistently been in the top 3. It’s a three-star hotel with no restaurant, bar or even an elevator, that’s beaten the fanciest hotels, like the Waldorf Astoria. How? They thrive by creating moments for their customers which is out of the ordinary and brings out an emotion, ingraining that moment into memory. They have a culture of providing the best experience possible for their guests. Free sodas and snacks 24/7, free laundry service, access to the Magic Castle Magicians Club next door and the cherry on top? A red telephone, where you can order up free popsicles by the pool, served up by a member of the staff in a tux and white gloves. Moments are powerful, how can your brand create remarkable moments? (as Seth Godin puts it, “worth remarking?”)

3. Grounded in VALUES

Why do we look up to Patagonia? Most of us will still remember the 2011 campaign where Patagonia bought a full-page ad in the New York Times urging folks not to buy their jacket during black Friday. They even wrote a blog post explaining why they did that and recognizing the potential for hypocrisy in their message as they are clearly part of the consumerism problem. However, the fact of the matter is that Patagonia is thoroughly aligned to a set of core values around the environment. Their love for nature manifests itself through different but connected ways. Remarkable pictures of adventurers and climbers in beautiful landscapes, providing full transparency on where they source and manufacture their products and purposeful programs like Worn Wear to help reduce consumerism and support repairing and swapping of their gear.  They have developed and embraced a set of values that are real and meaningful, so they can actually make decisions based on them. Are you ready to ground your brand in values the organization is truly going to stand by?

4. CARE immensely

There are fans and there are Wegmans fans. If you have not been through the Wegmans experience, you need only do a quick research online or just talk to someone who has and you will immediately understand the power of brand loyalty. Fans of Wegmans swears by the private grocery chain and Wegmans simply loves food and it all starts with its employees. They spend several months training each employee about its culinary offerings and they do it in a deep experiential way. For example sending their butchers to different parts of the world; Uruguay, Argentina to learn about beef, cheese aficionados to Wisconsin, Germany and France to dive deep into where the cheeses in their stores were made. By caring deeply for their employees, it’s no wonder customers feel the love and have no problem returning it. Do you care deeply enough about what you sell and the people working for your brand?

5. Perform REAL actions

Last but not least, brands who attract true fans deliver real value. From Zappos to Wegmans, there perform real actions, whether through their products, services or their culture and corporate programs. Building your brand never ends and even though the architecture of what you say, how you look factors into the full alignment of a brand, ultimately it’s what you do that makes it all real and stick to the minds of your customer.

Breaking through as a brand today has never been more challenging.  Following any or all of these five tenants can move your brand from indifference to charismatic and propel it to new heights, garnering interest, respect and ultimately loyalty.

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The latest social media updates are following summer’s cue and coming in hot! Facebook is giving users the chance to track just how much time they spend scrolling…while Instagram gets personal with the addition of Question Stickers in Stories. Snapchat wants to create an alliance between creators, marketers and users and LinkedIn’s new voice feature adds a flair to messaging. Read on to learn more about how these updates are shaping the social media realm.

Facebook Releases Activity-Tracking Feature

  • Facebook wants users to know how much time they are spending on the platform. In an effort to encourage users to spend time on positive and insightful engagement, Facebook developed an activity-tracking tool to give users the ability to track the amount of time spent scrolling through both Facebook and Instagram, who first proposed the concept in May. In collaboration with leading mental health experts, Facebook hopes this tool will better user experience and start conversation about healthy online habits. This feature can be accessed in the “Your Activity” on Facebook (and “Your Activity” on Instagram.) From there, users can set time limits, monitor their daily time spent on each app, and mute app notifications for specific periods of time.
  • What it means for brands: While this does not have a direct effect on brands and their advertising, it sparks a movement towards less time spent on screens and more time spent fostering meaningful relationships. With this, users could respond to the growing concerns surrounding too much browsing time and begin putting their phones down, resulting in even more competition for brands to reach users with their content. Additionally, this reiterates the need for brands to create content that users will stop and engage with.

(via WeRSM) 

Additional Sources: WeRSM, NBC News

Ask Away on Instagram

  • Instagram is letting users get to know each other better than ever before. With the recent addition of Question Stickers, followers can ask the questions they’ve always wanted to know. When a user adds this sticker to their story, followers can respond with any type of question. The user will then see the collection of questions and choose which ones to respond to by posting a complete Q & A sticker onto their story. Unlike Poll Stickers, followers can choose their own questions, instead of ones asked by a user, creating a more customized experience. This feature is like popular question features on other platforms such as AMA on Reddit, but Instagram is offering a more interactive take.
  • What it means for brands: Question Stickers provide brands with a great new opportunity to engage followers. The Stickers feel organic and allow for a flow of dialogue between user and follower. By utilizing this feature, brands pull their followers into the conversation and let them have a voice. This can make a brand seem more genuine and therefore, easier to connect with. Additionally, giving brands the ability to choose which questions they do/do not want to be seen on their story gives brands an added layer of safety. In short, brands will be able to have a candid experience with their customers and followers by using the open-ended question feature.

(via Fortune)

Additional Sources: Fortune, Later, Social Media Today

Snapchat Adds Custom Sticker Packs for Influencers

  • Snapchat is now working with creators to produce their own, individualized sticker packs on the app. The initiative was created to link Snapchat with top marketers to create vertical ads for the Discover and Vertical sections. Additionally, Snap wants to continue building connections and bolstering engagement between influencers and users. Stickers have gained widespread popularity across social platforms this year, specifically with Instagram stories. Now, on Snapchat, creators can distribute their own sticker packs that users can add to decorate and enhance their stories. This piggybacks off Snapchat’s recent “Storyteller” programs which connects brands with top creators and influencers. These creators will star on the Discover pages and lend creative direction to brands based on their expertise.
  • What it means for brands: Currently, this feature is only available to select content creators and influencers. However, brands can leverage these sticker packs when partnering with influencers for branded partnerships. Custom sticker packs could be used for influencers to share customized branded content, further amplifying the brand’s relevancy and appeal in each post that influencers share. Additionally, brands can learn valuable lessons about connecting and engaging with their audience from creators who have already had success doing so. The “Storyteller” initiative is not only beneficial, but educational as well!

(via Tubefilter)

Additional Sources: Digiday, Tubefilter, Social Media Today

LinkedIn Introduces Voice Messaging

  • LinkedIn has launched a new feature that allows users to send voice recordings in messages. Sending a voice message is easy: simply tap the microphone icon in the keyboard, then tap and hold the microphone in the circle to record your voice. If you second guess your message or want to re-record what you said, slide your finger away from the microphone, which will erase the previous recording and allow for a second try.
  • What it means for brands: “Voice” mail may seem like a blast from the past, but this feature provides many benefits for brands. Longer, more complex ideas are easier to send by speaking instead of typing. It is also easier to accurately understand the tone of the message, instead of it being lost or misconstrued through text. Additionally, instead of calling someone and risking the chance of missing them, voice messages will sit in an inbox, waiting to be read. This feature can provide tremendous assistance to recruiters looking to connect with potential candidates. If brands capitalize on this feature, they can communicate with users in a new, more personal way.

(via LinkedIn)

Additional Sources: Social Media Today, Fortune

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As a digital marketer responsible for planning, executing and optimizing campaigns you have a finite amount of “free” time. You are constantly trying to ensure that the objectives of your campaign are met, and you are delivering value to the business. Some days it probably feels like you have very little time to breathe, let alone think about the strategic direction of your organization.

So, when you see announcements or articles in the marketing trade press about news regarding digital analytics, marketing technology or advertising technology it’s likely impossible to keep up. Even more so because digital analytics and marketing technology are two of the fastest growing industries in marketing today. You probably would love to learn more about how these data and tools could be used to help further your business objectives, but there is simply no time.

That’s why our team of experts is releasing weekly recaps to keep you up to speed.  Here’s what we’re watching this week.

  1. Facebook, Google, Microsoft and Twitter Making Data Transfer Easier: Moving data between platforms can be a pain. Not only for users but also the platforms themselves. That’s why the ‘big guys’ are getting together in the Data Transfer Project (DTP) to standardize the way data is extracted and transferred. This certainly won’t bring down the walls of any gardens, but it seems like these companies are interested in at least creating a doorway for advertisers to walk through.
  2. Adobe Gets in Front of Connected TV Ad Fraud: Connected TV (CTV), while in its early stages, is in a rapid stage of growth because it, unlike its linear brother, provides marketers with the same targeting and measurement capabilities of digital advertising. With a growing number of marketers interested in this relatively new channel and an increasing amount of inventory that advertisers can buy, there will inevitably be some interest in knowing whether or not the impressions were delivered reliably and in a non-fraudulent way. That’s why Adobe has teamed up with White Ops to try and get in front of the problem before it becomes a big problem. This continues the trend we have seen over several weeks where advertisers are consistently interested in new ways of reaching their audiences, but want to do so in a brand safe, highly viewable and transparent way.
  3. SessionM Raises $23.8mm Led by Salesforce Ventures: Saleforce’s active Ventures arm has led a new round of funding for SessionM, a Customer Data Platform (CDP). SessionM, and CDPs generally, use individual customer data to provide personalized experience to users. CDPs have risen quickly to become powerful data platforms for digital advertising and analytics, which is why we’re so encouraged to see a large round of funding like this. We’re going to continue watching this category of technology because it represents a solution to complex customer data that doesn’t require an army of data scientists.
  4. Cogito Completes Series C to Make Service Smarter: Coming out of MIT’s Human Dynamics Lab in 2007, Cogito promised to use AI to detect and interpret human communication. Today Cogito enables customer service reps to better assist customers by providing recommendations based on customer behavior. There have been a number of moves in the customer service space and the size of this round of funding at $37mm indicates there are more developments to come. The reason this is intriguing to us is we are seeing more examples of enterprise organizations interested in utilizing AI to augment customer service capability. Even more broadly than that, marketing organizations being the source of insight for the business overall.

These are the four pieces of news we are watching this week. Technology and digital analytics are two critical components of managing a large organization’s marketing mix. In the very near future, our team will provide insights into how your organization can bring together different analytics disciplines in order to develop better insights and achieve better business results.

Those are the four pieces of news we are watching closely this week. Watch this space weekly as we’ll continue to keep you updated on digital analytics and marketing technology trends.

This blog post was co-authored by Matthew O’Rourke, Director Marketing Technology.


 If you’re interested in learning about W2O, check out our About page!

Curious about how we use data? Check out our Analytics page!

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By 2025, millennials will comprise 75 percent of the U.S. workforce. At W2O, those born between 1980 and 2000 represent 70% percent of our staff today, a figure that will continue to rise sharply over the next decade. I have worked alongside many members of this most studied and scrutinized generation for the last 16 years and can honestly say that, collectively, they are among the most intelligent, engaged, purpose-driven leaders of our time. The value they place on innovation, teamwork, corporate social responsibility and workplace culture is inspiring to say the least – pushing those of us who are Generation Xers to be better, more open-minded and agile managers.

Last week, I was invited to participate in W2O’s Committee of Millennials (COM) monthly meeting. The committee includes 85 interns, associates and managers across our “long hallway” (i.e., across geographies and time zones) whose purpose is to share, collaborate, integrate and become empowered as young professionals. Cool, huh?! I was eager to ask them questions about influencer engagement as they’ve grown up in this “always on” world and query them about the growing trend to create more branded content.

AdWeek recently published a GIF depicting the ins and outs of influencer behavior. The most interesting stats, which didn’t come as a surprise to any of the COM members, included:

  • 93.2% of influencers are between the ages of 24 to 44
  • 95% are female
  • More than 50% have produced branded content over the last two years
  • 79% stated that they plan to create more branded posts than they currently do

Given the digital inclinations of the COM members, who better to look to for insight regarding how influencer engagement can be further harnessed and improved. They literally grew up with social media. In fact, a recent study showed that 47 percent of millennials affirm that the Internet is the one thing they cannot live without. They look to social media for information about specific brands to and, more importantly, who is endorsing and recommending those brands.

Here’s what I learned from the COM members:

1. You can’t escape interacting with influencers…they’re ever-present: As marketing and communications professionals, we must understand how important it is to utilize influencers in a meaningful and transparent way. Millennials don’t want to feel like they are being “sold to” or duped. They are motivated to follow influencers who have an intrinsic desire to genuinely connect with their followers.

2. Authenticity reigns: Influencers need to be personally passionate about what they are promoting, period. It’s easy to spot the influencers who truly support a brand versus those who are simply looking for a paycheck. The experience, whether branded or unbranded, should be real.

3. Cause-based marketing helps: If an influencer can also speak to the brand or company’s social responsibility or support for a worthy cause, it’s a win. It makes the experience as a whole more palatable.

4. Digital creators are considered more believable than traditional celebrities: This goes back to authenticity and the importance of truly believing in what you’re selling. A traditional celebrity is more likely to use his or her influencer status to garner the big bucks, while digital creators have worked long and hard to develop their voice, follower-base and overall influence.

Anna Hodge, Account Manager at W2O and chair of COM said it best: “Influencers have an overwhelming digital footprint and tend to overtake my social media feeds on a daily basis, but what attracts my attention most is not an endorsement with a catchy lingo or a trending hashtag, but rather something authentic. To me, the most compelling content draws on an influencer’s lived experiences and reflects emotions to which I can easily connect. Successful influencers empower their audience and elicit a response, whether it’s as simple as leaving a comment or as complex as mobilizing on behalf of a particular cause. That is true influence.”

Thanks Anna and company for allowing this Gen Xer to take a spot at your meeting! I hope to get the chance to engage with this vibrant group of young professionals again soon.


If you’re interested in learning about W2O, check out our About page!

Want to work with us? Check out our Culture & Careers‘ page!

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In this week’s social scoop, we’ve got updates from the big 3 social media platforms: Twitter, Facebook and Instagram. Twitter is introducing a new ad format that could drastically extend your company’s reach, but will cost you. Facebook, following in Instagram’s footsteps, is now testing out Facebook Story Highlights, where users can choose their favorite Stories and pin them to the top of their page. Lastly, we’re talking IGTV – and how it will impact brands, as well as, other social media platforms. Read on and update yourself social’s newest updates!

Twitter Tests New Promoted Trend Ads

  • As you may have already seen, Twitter has rolled out a new ad format, allowing businesses to buy large banner format placements on the Explore tab. This new feature will be valuable for brands that want to gain more exposure for their intended activation. If you’re wanting to suggest this to your client, it’ll cost you up to $250K per day, depending on the day of the week you choose. This feature is currently only in test-mode, and no formal rollout plan has been disclosed as of yet.
  • What this means for brands: With this new ad format, big budget brands can move into this ad format to expand their reach for followers, assuming the same targeting capabilities are still available. Since the ad placement is on the explore page, this will be beneficial for any large, upcoming events that you are wanting to promote to your audience However, due to the high price point, this ad space will be dominated by high profile brands who can dish out $250K per post. It will be interesting to see how this new ad format plays out and how users will interpret it.

Additional resources: TechCrunch, Marketing Land

(via Social Media Today)

Twitter to Remove Millions of ‘Fake’ Accounts to Encourage Healthy Conversation

  • Twitter announced that they will be removing locked accounts globally as part of its continued efforts to ensure that follower counts are accurate, and that users’ accounts are protected. Typically, an account is locked when there are suspicious changes in account behavior, such as tweeting a large volume of tweets in a short span of time or tweeting misleading or broken links, etc. Users may see their followers decrease over the coming months as Twitter begins to delete these locked accounts.
  • What this means for brands: With these fake accounts being physically deleted from Twitter, brands’ follower counts will become more accurate, thus aligning with Twitter’s plan for transparency and credibility. Though brands may see a drop in their overall follower count, the deletion of these accounts will also keep fake accounts from spamming handles. For pharma brands that worry about spam comments regarding politics, pricing, etc., this adds a level of protection against irrelevant or unnecessary content on their feeds.

Additional resources: Engadget, MarketingLand

(via Social Media Today)

Facebook Algorithm Prioritizes ‘Meaningful Interactions’

  • Continuing to follow suit with Instagram, Facebook announced that they will be adding a “Stories Highlights” feature for profiles, similar in functionality to Instagram’s Stories Highlights. This update came shortly after Facebook added an archive feature for Facebook Stories, where users could save their Stories and repost them later, like Snapchat’s “Memories” feature. As with Instagram Highlights, this feature offers users and brands the ability to share Highlights from their profiles and posts. The highlights feature extends the life of a 24-hour story, making it live forever on a profile. There’s no official rollout yet, but Facebook notes they’ll begin testing the Facebook Stories Highlights feature shortly.
  • What this means for brands: Brands that use Facebook, but aren’t ready to extend their social footprint to Instagram, can now take advantage of showcasing their Stories for their audiences. Brands that already use Instagram will now be able to share their Stories across both platforms for larger reach and engagement. With bloggers and influencers already participating in this feature on Instagram, brands can now activate influencers across Facebook in a similar fashion for increased engagement for product and disease awareness pages.

Additional resources: TechCrunch, Social Samosa

(via Social Media Today)

Instagram Launches IGTV

  • Instagram keeps stepping up their game with the recent launch of IGTV. With this update, users are now able to upload videos up to one hour in length within the app and save them there for audiences to view. This new addition challenges YouTube as it provides a way for users to share longform personal content. The feature is conveniently placed beside the direct message feature, allowing for easy upload. Any user on Instagram can upload a video and have it stored on the IGTV database forever.
  • What this means for brands: This feature offers brands another way to share longform content with their audiences. For brands within pharma that often need longer than 30 seconds to 1 minute to share video content, this update allows them to tell their full stories and still remain compliant with industry regulations. This is particularly helpful for brands who rely on Instagram for their showcasing their product or disease state. They’re now able to not only share photos of the product or disease state, but also direct users to longform informational videos, which could include tutorials, product features and spokespeople commentary. IGTV is especially useful for influencers who are able to answer Q&A’s and provide tips on Instagram, instead of directing users to their YouTube channel.

Additional Resources: Social Media Today, Wired

(via TechCrunch)

Read More

Creating branded content well requires that you serve two masters, both the brand and the audience. However, if you’re able to create something that adds value for both, you’re really doing something special. This week’s guest, Otto Bell, Chief Creative Officer, CNN’s Courageous, not only understands this, but has become a true expert.

I had the pleasure of sitting down with Otto after he spoke on one of our panels during SXSW. His panel explored how content is the next jump after advertising, the room was packed, the content was inspiring, and the dialogue was incredibly valuable. I think you’ll enjoy hearing from Otto as much as I did.

We unpack how to create content that is rich in emotion,  sensitive and thoughtful, but also explains and deepens someone’s understanding of how company is making a tangible difference. Plus, who doesn’t like talking about Van Morrison? Take a listen below.


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