I crossed over to the dark side. I’ve gone agency.
I started out as a travel blogger and freelance writer. After moving to London I started looking at how I could transfer my skills and passions to something more…stable. In a very exciting development, I was taken on here at Tug to create content and do SEO (Hello, everyone – I’m Alyssa!).
Being on the other side of the computer screen, however, has taken some getting used to. I’m learning so much about what actually goes on behind those emails I’m occasionally sent and that fellow bloggers constantly complain about.
As a show of good will, I’m going to share some tips to help endear you to bloggers. These will go beyond the basics: I would hope that by now you know you have to personalise your emails and explain how it will benefit the blogger. To help illustrate my points, a few bloggers have sent me their PR pet hates.
Here are some things you should consider before and while crafting that unique and personalised email you write to each and every blogger you contact…
Brands are now using social media more and more. The competition between brands across all social media platforms is also forever increasing; they are ‘chasing’ more followers, more fans, more likes or more retweets. Above all brands want to engage with their audience and target market, and especially to leave a positive feeling about themselves in people’s minds.
Therefore, the challenge is to be original whilst attracting attention from the public. Gap seems to accomplish this perfectly, unarguably doing this with their recent tackle on racism.
In New York, a recent ad for Gap featuring a Sikh model had been vandalized with racist messages like: Make ‘Bombs’ instead of ‘Love’, and “Please stop driving taxis’. After an editor at The Islamic Monthly tweeted a photo of the defaced ad, Gap responded with a tweet asking for the exact location of the ad. They also added the ad in question as their background image on Twitter, thus increasing their support for the Sikh community.
People on Twitter and Facebook, as well as the press praised and congratulated the brand for their smart act. Gap‘s followers on Twitter increased from 312k to 319k in 4 days, from the 25th of November until today. Besides, a Facebook page is now dedicated to their ‘Make Love’ campaign, and has already over 4k fans (see below).
Social Media is the perfect tool for brands to show their identity and personality, and Gap shows well how this can be possible.
It’s been clear since its inception that Google are keen to promote and push Google+ as relentlessly as they can. One such example is the recent introduction of Google+ comments on YouTube – which has been lambasted by users due to privacy concerns and functionality. Market research firms also regularly point out the social network’s rapid growth, with the GlobalWeb Index recently publishing a report claiming the network now boasts 359 million active users monthly.
Interestingly, I recently stumbled upon a display ad by Google – which upon clicking redirected me to a hashtag search of #findyourstyle within the social network itself. The results were brand and image rich, with River Island, British Vogue, AllSaints and L’Oreal UK all employing the hashtag. It’s quite clear based on the ad alone that Google are upping the ante in an effort to prove the value of Google+ to consumers and brands by working closely with them – as seen with the likes of Burberry & TopShop in recent times.
The days are getting shorter, temperatures are dropping and everyone can feel Christmas coming. Last weekend, after going to the South Bank for a wonder, I drank mulled wine and saw the first Christmas lights dangling from the trees. Later that day, as I was snuggling up for a fun night of X-Factor (how old do I sound?!), I was overwhelmed by Christmas Ads. And so the season begins!
The most popular Christmas ad, as it is every year, must be the John Lewis Christmas Ad. Some go as far to say that the advert marks the beginning of Christmas, and I guess it does! But looking at all the Christmas adverts on TV at the moment, it is interesting to see the different topics that each brand decided to embrace this year to appeal to their target audience and get us all in the Christmas (spending) spirit! So I decided to put together a small list of my top 3 Christmas ads:
John Lewis Christmas Ad: an animated story of an unlikely friendship between a hare and a bear. The hare feels sad that its friend will miss out on Christmas celebrations. We see the hare going to the bear’s cave, where he hibernates, and delivering a small present: an alarm clock that will wake him up in time for Christmas day.
For me John Lewis did a very good job at appealing to a very wide audience whilst keeping a certain class and quality that reflects their positioning on the high street. The emotional connection with John Lewis customers is, in my opinion, the main goal of the advert.
Tesco Christmas Ad: one of my personal favourites. This is a nostalgic approach to Christmas that I guess wants to connect to the audience on a deeper level and relate to the ‘journey’ in every man/woman’s life. The ad starts with two young adults celebrating their first Christmas as a family and takes us on a journey of family growth and happiness, from enjoying Christmas with your children to growing old and seeing your kids grow and have children of their own. All very happy and heart warming. I’m thinking Tesco was trying to emphasise the importance of family specially during the festive season whilst giving a sense that Tesco has been there every step of the way
Kmart Jow Box Christmas Advert: So this one I think it’s quite hilarious. Being aired in America though it has raised a lot of complaints especially from Kmart customers, which I guess is really not what you want out of Christmas campaigns, but there you go. The advert aims at being funny by showing a group of young men in their boxers playing Jingle Bells with their…. well, you get the idea! It might not be to everyone’s taste but who says Christmas can’t be fun?
In the prolonged battle of budget airlines, Easyjet takes a clear lead over its rival Ryanair after winning on service, marketing, messaging and social media. Easyjet runs a successful Facebook Page and Twitter profile where dissatisfied customers are given flight vouchers and often find their issues resolved quickly (operating between 8am – 8pm GMT). Using both profiles the company communicates with a community of 325,000 people.
Ryanair is notable for its late adoption to social media and has recently started using Twitter to stem the tide of negative comments relating to bad customer experiences. The company doesn’t currently have a presence on Facebook and has let multiple home-made complaints pages take its place as customers vent off about bad experiences using the airline. None of the complaints on these pages have been responded to by the company.
In a poll on the Guardian’s website, the result of this mismanaged customer relations has become plain to see.
Following their announcement October 1, Google made phone calls a regular conversion type in Google Adwords. This is on the back of their study which discovered that a whopping 70% of mobile searchers call businesses directly from a search result and each month more than 40 million calls are made from search ads globally.
With the growth of mobile advertising and general mobile usage, it is no surprise that Google have decided to have added calls as a new conversion type in Adwords. It also means that mobile click-to-call ads will be enabled to be used in conjunction with automated bidding solutions such as the Conversion optimiser.
As usual, calls as conversions will be counted based on an aggregate number of calls that your ads generate as well as the duration of the phone calls.