When you think of financial services, references to pop culture and current trends are likely not the first things that come to mind. Yet in a recent campaign, investment firm Vanguard managed to leverage some pop culture staples, along with adopting a more relatable vernacular across social media channels. In its “Invest Like You Own […]
If you’ve ever tried to launch or revamp a social media program at your organization, your executives have probably asked the following questions: Where does social media fit in the organization? Who owns it? How should the work be divvied up among team members; by platform, subject matter 0r area of expertise? As any social […]
Is your diversity and inclusion program fully integrated into your digital communications, or is it on the back burner? Fear not if your case is the latter; there are remedies. Plus, you’re not alone: Starbucks, Pepsi, Dove, H&M and Heineken have all run ads in recent years that received backlash for racist undertones. These crises harmed […]
Working in sports is interesting, because—as we affectionately say around our offices—we are marketing a product that we have absolutely no control over. This is a blessing and a curse. But it’s always exciting to see what storylines we can promote, no matter the basketball team’s record. Some fans may not realize that the Hawks’ […]
Sometimes iconic brands dictate the terms of their relationships with smaller companies. Not Coca-Cola Freestyle, the touchscreen-operated Coke dispenser seen in restaurants and cinemas. Instead, Coca-Cola Freestyle focuses on building strong, collaborative relationships with key customer partners, says its marketing director Sarah Greenberg Sachs, a speaker at The Social Shake-Up, May 6-9 in Atlanta. This focus […]
In one corner we have marketing. In the other, communications. Who will take home the heavyweight belt? OK, so maybe most communications silos haven’t gotten bad enough to require physical combat. But with marketing, communications and social media teams all vying for company time and money, brands often struggle to break up silos and allocate […]
Where does social media fit in your organization? Who owns it? And how should the work be divvied up among your team members, by platform, subject matter, area of expertise? As any brand communicator knows, those questions aren’t as simple as they seem. And the bigger the organization, the more complicated those questions may become. […]
You can’t always do it alone. To capitalize on a huge trend or event, sometimes your brand needs the perfect partner. Such is the case with the 2017 total solar eclipse. The ultimate eclipse experience involves traveling to an ideal location and learning about the cosmic phenomenon under expert guidance, and Airbnb and National Geographic realized […]
For the past decade, people have argued about where social media should sit in a company’s organizational chart. And communicators have summarily been shifted around as the argument evolves and various experts pontificate on the best location. But ultimately, there’s no such thing as a one-size-fits-all approach—social media’s location should be a direct reflection of a […]
A salesperson, a PR manager and a marketer walk into a bar…or so your bottom line wishes. As organizations finally recognize that social media is beyond just another “do we really need this?” marketing channel and proving to be a true catalyst for transformation, a new set of challenges is arising from (or perhaps made more […]
