The Wilbert Group Blog

Posts in category Social Media

Making News: Our Clients in the Headlines 5/23/17

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photos.medleyphoto.14115631  1. During the height of rush hour on March 30, thick black smoke swelled above Atlanta. First responders sprung to action to tame the massive fire roaring beneath I-85 in Atlanta. According to North American Properties’ Mark Toro, “This breathtaking moment was a shock to our system – a shock our city sorely needed.” In this Atlanta Journal Constitution op-ed, Toro challenges all Atlantans to use the I-85 collapse as a lesson for why we need to commit to expand MARTA and make it a part of our daily commute.

2. Change is afoot in the commercial insurance industry. The forward-looking technology landscape and the growing regulatory environment are reshaping the vital ways in which the industry engages with customers, especially in the U.S. Laura Calugar recently interviewed Franklin Street’s Ted Holler in Commercial Property Executive to discuss how his company had adapted to recent changes.

3. For investors in Amazon, the most important number to remember is 20. When online MW-FM357_amazon_20170511175400_MGsales hit 20 percent of all purchases in a given retail category, a surge in Amazon growth is sure to follow. But not all retailers are falling prey to Amazon’s business model. In this MarketWatch article, Revenue Analytics’ Jared Wiesel said, “Most pockets of retail success today have some sort of protective moat around their business that helps them fend off Amazon.”

4. Recent headlines about Fox News’ Bill O’Reilly have undoubtedly increased awareness regarding sexual harassment in the workplace. With the heightened interest amongst employees regarding workplace rights, Fisher Phillips’ Michelli Rivera says, “Metro Atlanta employers should brace themselves for more sexual harassment-related inquiries.” In this op-ed for the Atlanta Journal Constitution, Rivera offers proactive steps that can better protect Atlanta businesses – and hopefully keep them out of the headlines.

5. On the heels of back-to-back grand openings of two major mixed-use developments, the Bayer Properties team arrived at ICSC’s RECon conference in Las Vegas with a fresh viewpoint on how retail is changing and what today’s consumers are seeking. In this Shopping Centers Today article, CEO and president Jeffrey Bayer said, “We are excited to be here this year surrounded by retail experts to learn from each other and discuss the future of the ever-evolving industry.”

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May Digital Updates

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We’re all about keeping up with the digital world at The Wilbert Group and leveraging the newest technologies to help our clients tell their stories. Here’s the latest:

#1 Instagram continues to pull ahead of Snapchat.

On the heels of a disappointing first earnings report for Snap, a new report indicates that the photo-sharing platform is having trouble attracting new users. Downloads for Snapchat in April 2017 fell about 16 percent, while Instagram downloads were up 19 percent. This is significant because Instagram recently unveiled a stories feature its CEO openly admitted was a Snapchat copycat, and it’s proven wildly popular and pulled Snapchat’s heavy Gen Z fan base away. In fact, Instagram announced this morning that it is introducing augmented reality facial filters in yet another Snapchat copycat move.

#2 Facebook celebrates Mother’s Day with a new reaction.

Facebook launched reactions over a year ago, allowing users to let content creators know if their posts made them feel happy, sad, angry, etc. Typically, the reaction options don’t change for holidays or seasonality like, for example, stickers on Instagram, but Facebook broke that pattern for Mother’s Day. About a week ago, a sweet, purple flower emoji appeared among the reaction options, and Facebook rolled out additional options for showing Mom love on her big day, like custom photo frames.

Mother’s Day wasn’t an arbitrary holiday for Facebook to test this feature: People thanking their mothers drove more posts in one day than any other topic, with more than 105 million Mother’s Day posts in 2016. This just goes to show that more people are taking to social media to celebrate special days, and brands need to have a strategy in place to get the most out of a holiday.

#3 Twitter wants to be your 24/7, go-to news source.

 If you’re a casual user, you might not realize that Twitter is struggling, but its shareholders are very aware. In what’s being called an effort to change market perceptions, Twitter is upping its live-streaming game. This move is behind the rest of the market, as Facebook and Instagram have been urging users and brands to “go live” for months, but it appears that Twitter wanted to take its time and make the move into live video carefully, in a way that appeals to both users and advertisers. They’ve struck 12 live streaming content deals with outlets like Bloomberg, Live National and the WNBA to begin this fall, hoping to appeal to millennial cord cutters. For individual users, Twitter and Periscope recently unveiled a new analytics dashboard for live videos in hopes that brands will get on board.

Making News: Our Clients in the Headlines 4/25/17

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mia-nickgarzia1. Are indoor shopping malls becoming extinct? Or is a resurgence upon us? That depends on whom you ask. Many retail industry watchers are down on malls—and with good reason. Big bankruptcies are driving big vacancies. The flip side is, these big vacancies are driving strategic redevelopment opportunities that could revitalize models with an experiential retail twist. GlobeSt.com recently caught up with Nick Garzia, director of leasing for Atlantic Station to get his take. “I don’t think malls are becoming extinct, but I do think they are changing. A stratification of product type has been taking place over the past several years.”

2. If you’re headed to downtown Atlanta this spring, you’ll want to read this Atlanta Journal Constitution article detailing the top restaurants within walking distance of the city’s major sites. Our favorite is Peachtree Center’s retail center, whose culinary options include Gus’s World Famous Fried Chicken, Panbury’s Hand Pies, Tin Lizzy’s Mexican, Aviva by Kameel Mediterranean and several other spots.

3. Teen members of the U.S. Bank Boys and Girls Club in Cincinnati now have a space all for themselves. Aaron’s, Inc. partnered with Boys and Girls Clubs of America in 2015 to renovate clubs across the country and their latest renovation occurred last week in The Queen City. The teenagers helped design the space and associates from Aaron’s took over from there. See this local CBS article and video for more information about the Teen Center, which is now equipped with new technology, sectional sofas, tables and chairs and a new sound system.

4. Another quarterly earnings season is in the books, and while there were a few star performers, it was another dismal one for retailers. It seems almost a daily occurrence — headlines littered with the next retailer that struggled under the weight of aggressive competition and changing consumer preferences. To help make sense of what retailers can expect from the coming price war, and how they can win each battle, check out Revenue Analytics’ Jared Wiesel’s article in Total Retail.

5. On the latest episode of NPR WUKY’s Business Side, Brennan Fielder talked with Lindsay Bayer-Shipp, creative director and brand strategist at Bayer Properties, the Alabama-based developer set to debut the Summit at Fritz Farm, a sprawling new retail and dining complex on Nicholasville Road at Man O War Boulevard in the shadow of Fayette Mall. The grand opening event is this Thursday, April 27th.

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To Get the Most Out of ICSC, You’ll Need PR

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Are you attending ICSC RECon this year? If you go without a PR strategy, you’re wasting an opportunity to make a name for yourself in retail real estate. The evidence?

  • ICSC social pages have a BIG audience. Are you a part of that conversation?
  • Media will be there, including National Real Estate Investor, Bisnow, Commercial Observer, Chain Sore Age and more. Do you have a plan to organize interviews and get news out to the right people?
  • And what about your local media? Chances are, they’ll be looking for experts to discuss the conference when you’re back home.

You can make your mark in an impactful way. Check out our SlideShare below to learn how The Wilbert Group can help.

Contact:

Caroline Wilbert

404-748-1250

404-405-6479 (cell)

cwilbert@thewilbertgroup.com

 

www.thewilbertgroup.com

April Digital Updates

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We’re all about keeping up with the digital world at The Wilbert Group and leveraging the newest technologies to help our clients tell their stories. Here’s the latest:

#1 Instagram takes on yet another rival network: Pinterest.

Instagram is already encroaching on Snapchat’s territory with its popular Stories feature – which succeeded in stealing Snapchat users – so it makes sense that the photo-sharing giant is now going after Pinterest with its latest update. To the joy of its users, Instagram introduced the ability to save posts earlier this year. Now, you can sort those posts into “collections” that are eerily reminiscent of Pinterest’s boards. This update makes it more important than ever for content creators to create truly valuable, save-worthy content to allow it to live a second life for a user, whether it’s a recipe, design inspiration or a secret menu dish at a restaurant. As Engadget sums up the opportunity for businesses: “If you can create your ideal outfit by saving posts into collections, you might be more likely to buy that outfit.”

#2 LinkedIn continues to undergo a complete makeover.

LinkedIn’s facelift is in full swing. While there isn’t one noteworthy update to include here on the blog, I wanted to touch on this because, as social media managers, we’re constantly learning and relearning how to keep our client’s content fresh as LinkedIn shifts seemingly every day. Important changes for content creators include: The ability to use video, new photo sizes and filters and a new algorithm for the feed. LinkedIn also plans to revisit its publishing tools, including the ability to save articles for later and improved tagging, ultimately making the blog posts look much cleaner and full of dynamic content like photos, block quotes and graphics.

#3 Snapchat is reaching an increasingly older demographic.

Snapchat isn’t just for millennials anymore. The app – which recently made its IPO – is experiencing increased usage in those ages 25 to 44, far from its typical younger audience. Forty-one percent of users ages 25 to 34 used the app more often today than during Jefferies’ first survey last June. Forty-four percent of the 34 to 44 demographic use Snapchat more now, the firm said.

It’s not atypical for older users to follow typically young early adopters to new platforms – just look at Facebook and Twitter. However, that migration sometimes drives the younger users away because the platform isn’t cool anymore, or because grandma and grandpa are now able to view their content. This shift may be a ways off for Snapchat, but something the app should consider moving forward. Hopefully, they can continue to provide content – from news stories to fun face-altering filters – to keep their original base happy while expanding to new audiences.

March Digital Updates

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We’re all about keeping up with the digital world at The Wilbert Group and leveraging the newest technologies to help our clients tell their stories. Here’s the latest:

#1 Yet another Snapchat clone arrives via Facebook.

First came Snapchat. Then, Instagram Stories. Now, Facebook Stories is rolling out to users in Chile, Greece and Vietnam. The feature was first tested in Ireland, and its expansion shows that ephemeral photos and videos resonate with users across different platforms, even though other apps already possess this service. While some users grumbled about yet another Snapchat clone arriving (and they have a point – who has time to post short clips three separate times?), it makes sense for brands constantly battling Facebook’s ever-changing algorithm. Brands can’t post more than a few times on the day on the platform if they want to keep a high position in newsfeeds, but Stories would allow them to share content throughout the day and keep constantly atop their audiences feed. If this feature expands to the U.S., it could mean that Facebook will be able to bring back their share-happy younger audience (the average age of an American Facebook user is 40) and brands will be able to up their content game.

#2 Apple throws their hat in the video ring with Clips.

Apple has unveiled a new iOS app called Clips, a content creation platform reminiscent of Snapchat, Facebook Live and video editing software like iMovie. It allows users to stitch together videos and photos and add filters to create a “story” (are you sick of that term yet?). The app’s most unique feature is the ability to insert a soundtrack, making it easy to edit higher-quality video content from your smartphone. Clips will not launch alongside its own dedicated social network, but will allow users to post their creative content on Facebook or Instagram. This is great news for brands that don’t have many resources to dedicate to video editing but need to post that kind of content on social media. Video is here to stay, and brands need to get on board.

#3 Twitter prepares to launch live video.

On the heels of the popularity of Facebook and Instagram’s live video features, Twitter is preparing to launch a live video API with more powerful integrations than the platform’s existing Periscope tie-in. This move raises the question of whether Twitter will stay committed to keeping Periscope its live video app, or if it will roll more of the broadcasting and livestream browsing into its main app.

Twitter makes more sense as a home for live video than Facebook or Instagram, so it’s important they do this right and make it easier for users to share and interact with this type of content. Journalists love Twitter, and millennials and Gen Z use the platform to get their up-to-the-minute news and for coverage of major events rather than tuning into CNN or a traditional broadcast outlet. In fact, 59 percent of Twitter users rely on it for news, so this could make it easier for media outlets to get live video content to an audience of cord cutters and smartphone addicts.

The Wilbert Group Hosts First Social Media Breakfast

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0N5A5301 copyThe Wilbert Group Hosts First Social Media Breakfast

The Wilbert Group this week hosted our clients and friends at our office for breakfast and a discussion about the benefits of paid social programs. The wide-ranging discussion was led by our firm’s president Caroline Wilbert and our digital strategist Sabrina Harvey. Below is a glance at some of the highlights from our discussion including why organic is no longer enough, what platforms make sense for which brands, examples of successful campaigns Wilbert has executed for clients, and best practices for creating compelling content.

So, why is organic no longer enough?

Organic reach on social platforms has continually decreased over the past several years. For example, Facebook organic posts only reach two to six percent of the audience that already likes your page. Companies need to leverage paid social options to heighten engagement with compelling content, which consumers still find valuable, and eventually “convert” by clicking links.

For a more detailed explanation, see the video below:

Which platform is right for my company?

This all depends on your audience. Consumer-facing brands should be focused on developing strong Facebook, Twitter, and potentially Instagram (for brands with strong visuals) audiences to engage with people who could potentially interact with your brand and purchase what you’re selling. For B2B companies, LinkedIn is the obvious platform to focus on. Users there are expecting to see business content, so they’re much more prone to be interested in news and data concerning your industry and company.

The good news here is that these platforms allow for highly targeted demographics and psychographics within advertisements, including differentiation within income, location, age, interest, behaviors and more. Facebook allows you to upload excel spreadsheets with “warm” contacts so advertisements will be sure to reach them.

BN7A3467 copyWhat kind of content will perform best?

The big picture here is your paid campaigns should revolve around your strategic business goals. Are you trying to get people to show up for an event? Or are you building your social audience and establishing your brand? This will also vary depending on industry and whether your business is B2B or B2C.

But in general, you want to find the value propositions that bring your audience something that makes them consider you. Instead of posting a 100-page white paper, it’s probably better to pull a graphic with some statistics for your audience to quickly digest and pique their interest. Visuals are also very important for social media; video drives 24 times more engagement than other content.

Ok, so where’s the proof this is worth it?

Wilbert ran a highly successful campaign to reach prospects of a high-end luxury residential brand in Buckhead. The team leveraged the company’s robust email database to reach over 330,000 qualified luxury buyers and encouraged them to contact the sales team. This resulted in about 13,000 conversions, all in eight weeks’ time with a small budget.

This goes to show that with a high level of detail and focused strategy, companies can reach a large number of people that have similar interests to your company with a relatively small amount of money. 

Any last thoughts? 

  • All boosted/paid content should be proprietary content
  • Range of social advertising spend from Wilbert clients is $500-$2,500 per month
  • Social media is a balance of art and science. In order to be successful, companies need to trust their social media team to run test ads and use the data to make informed decisions on what ads will be best to reach the right people in the right place at the right time.

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Digital Updates | September

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We’re all about keeping up with the digital world at The Wilbert Group and leveraging the newest technologies to help our clients tell their stories. Here’s the latest:

#1 Snapchat experiments with wearables.

This week, Snapchat – now known as Snap Inc – released Spectacles, a wearable technology that allow you to record 10 seconds of video at a time and sync it to your phone to post on Snapchat. The glasses retail at $130 and have quickly drawn comparisons to Google Glass, the failed hardware venture from the tech giant. However, Snapchat has already shown savvy with its slow release and reference to Spectacles as a social “toy” rather than a sophisticated technology. It will be interesting to watch if Spectacles catch on; if they do, wearables are sure to be the next big trend in social media tech.

#2 Facebook wants you to go Live.

Since its debut, Facebook Live has been a media phenomenon, with news outlets, celebrities and other influential users “going live” to a large audience. Facebook Live works for several reasons, and the most important is a generation of millennials that are watching their phones and tablets instead of television. And publishers have jumped on this opportunity: Hearst is producing 200 Facebook Live videos a month, and Mashable has pledged 35 hours of video per month. For us PR folks, it opens up a new avenue for pitching for our clients since media are actively looking for content to broadcast on Facebook to fill these quotas.

#3 Twitter opens its Moments feature to all users.

 Any Twitter user can now create a Moment, the popular feature that brings news and trending topics to the forefront of the user experience. At launch, only Twitter itself and media partners like Buzzfeed and The New York Times could create a Moment, and they have slowly expanded the feature since then. Today, all users were given the ability to do so. It’s a bit early to say for sure, but this could be an interesting tool for clients announcing news, hosting an event or rolling out a campaign. The feature allows users to pull in a variety of tweets on a subject and it can be embedded on a website.

Know Your (Social) Audience

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Social media can be an incredible tool for a company to engage with its audiences and gain recognition. As companies become more social media savvy, there’s a natural desire to have a dominating presence on every social media channel. However, a platform that makes sense for one company might not make sense for another.

For example, many of The Wilbert Group’s clients are in the real estate industry. When we begin a social media program, we work with the client to identify who the audience is and what story the company wants to tell. We then make recommendations around which social media networks make sense for the company, and develop content that appropriately speaks to the audiences using those networks.

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For residential real estate, varying price points mean completely separate audiences. If the homes are targeting millennials, a strong Instagram presence is key. On the luxury side, those buyers may be Baby Boomers, who are more active on Facebook. For commercial real estate, a retail developer potentially has a need for a business-to-consumer strategy while a brokerage firm is likely targeting potential clients. While one client might have a need for a Facebook page, another should be focusing its efforts primarily on LinkedIn.

Social media can be time consuming and costly from an advertising perspective. With an increasing number of social media networks out there, it’s important to identify where your primary audience is spending its time to create a strategy that’s purposeful.

Perfecting Your Pitches: Tips from The Wilbert Group Pros

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As a recent college grad, I came into the working world excited to use the skills I had acquired in school. However, I also was fully aware I still had a lot to learn when it came to the PR industry. Thankfully, at The Wilbert Group I have the opportunity to work alongside industry experts and former journalists who have years of experience building relationships with reporters and successfully placing stories. My colleagues have provided me with tactics to improve my pitching strategy. So for all those who are looking to sharpen your skills, here are some pitching tips from The Wilbert Group pros:

Don’t be afraid to put in extra work: Journalists are always looking for trends, so next time you are pitching, think about the bigger story. Instead of solely focusing on your client, do some research for the journalist and roundup some additional sources or examples of companies participating in the trend as well. Sure, it may be more time consuming, but the payoff will be worth it! Reporters will be more likely to run the story, and they will see you as a valuable insider. Plus, it is a great way to foster partnerships with others in the industry.

Offer reporters a digital tie-in: As people are changing the way they consume media, publications are looking for ways to adapt. Many news outlets have embraced social media platforms (event Snapchat!) to reach their audiences. Know what platforms the publication uses, and personalize your pitches. Many reporters are looking for ways to increase their social media presence, so provide images for Instagram or recommend creating a Snapchat story. By doing this, you can amplify your media hits and help your client reach a broader audience.

Make it personalBlog: Reporters receive hundreds of emails each day, so as PR pros, it is our job to help our client’s news stand out. Often times, that can be accomplished through a well-researched and personal pitch. Go beyond reporters’ beats- find out what they are personally passionate about and spark their interest. Read through their previous work and make sure to tailor your pitch to fit their writing styles. Not only does this method produce better media results, it also allows for more creativity and fun.

Of course, our industry is always changing, so it is crucial we stay on top of the latest pitching strategies. There will always be room to grow, but here at The Wilbert Group, we see it as an exciting challenge.