The Wilbert Group Blog

Posts tagged digital media

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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Five Reasons Digital and PR Should Be Integrated

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by Caroline Wilbert

Increasingly PR firms are developing digital practices that operate separately from their traditional public relations teams. Staffers either work in “PR” or they work in “digital.” At The Wilbert Group, we take an entirely different approach, believing digital and traditional public relations can and should be integrated at every level.

Five reasons:

Photo: Google Analytics.

#1 Any SEO expert will tell you a media hit in a well-known outlet is “SEO gold” so traditional public relations is inherently driving digital/content goals.

#2 Media hits increasingly mean chatter on social channels. People read news from traditional outlets online – and then hit the Twitter or Facebook icon to share the story.  As an example, one of our clients was quoted in a Wall Street Journal story Friday. The story was tweeted 35 times, reaching more than 40,000 people.

#3 We evaluate paid opportunities to amplify hits further, with promoted social posts on Twitter and Facebook and by using a service called Outbrain that places media hits across web channels.

#4 Blogs and digital content are “the new press release.” Some leading companies, including Coca-Cola, are doing fewer press releases and depending on blog entries to hook reporters. Wilbert recently created a SlideShare for North American Properties, generating more press than a press release on the same topic would have.

#5 Traditional media outlets, especially trades, accept digital content from outside sources. So if PR pros are creating video for a client, they should be pitching it to media sites, as well as putting it on the company website and social channels.

Five Ways Coca-Cola Uses Digital Content

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by M.C. Rhodes

In the Internet age, digital content can make or break a brand. With that in mind, The Coca-Cola Company has taken a proactive approach to its corporate website. Last year, it launched Coca-Cola Journey, which redesigned its traditional homepage into a digital magazine style site. The site uses contributors from across the country to generate useful, engaging and interesting content.

This week, a few of us from The Wilbert Group attended the Public Relations Society of America Georgia Chapter’s monthly meeting, which included a presentation by Ashley Callahan, manager of digital communications and social media at The Coca-Cola Company.

Here are five tips she gave for leveraging digital content for brands of all sizes:

#1 Find out what people really care about. Coca-Cola realized through analytics that certain topics were appealing more to their target audience, including food and employee stories. Callahan’s team created an “expression of interest” score (or EOI score) that rates content based on how many people viewed the story, responded to it and shared it on social media.

#2 Does it pass the “Why should I care?” test? You have to make sure people will want to read your stories. Does it have universal appeal or a surprising angle?

#3 Make sure your writing is solid. Keep it simple and to the point. Edit and re-edit. Sometimes this could mean cutting out a favorite phrase or sentence.

#4 Use your own content to respond to the media. Callahan told how Coca-Cola execs use the Journey website to respond directly to negative media stories. In one example, AdAge actually ran an op-ed directly from Coca-Cola’s site.

#5 Write your own articles. Callahan said Coca-Cola is experimenting with using its own articles rather than relying on the media to get its company news out. “You’ll be seeing less press releases from Coca-Cola,” she said.