Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Caitlin Stewart, Rob Small, Charlotte Macgregor, Kira Borys and Erin Collett.
It’s never good to only hear from brands when they’re in a moment of crisis; it ruins their credibility and public trust. People are generally in disbelief of their messaging because it is assumed they are just saying whatever will get them out of hot water. It’s important to proactively communicate with key stakeholders, including the general public on an ongoing basis to establish how you want to be perceived and build a rapport. Giving the public a behind-the-scenes view of your operations or commenting on what’s happening in the news helps to keep brands on the forefront of consumers’ minds. BUT – and there is almost always a “but” – brands must assess whether it is truly appropriate for their company to be commenting and any potential risks to avoid being put behind the eight ball. Read more »July 24, 2015 in Digital Digest, Our Ideas
“We brought [Ryan] on because we believe there’s some really interesting opportunities, work and clients here … We have the opportunity to really up the promotion and integrate what we’re doing in more of a creative way.”
Ryan Semeniuk has
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte Macgregor, Caroline Dunnet, Victoria Neufeld, Melissa Vekil, Kira Borys and Matt Beck.
Today’s the day: it’s time to straighten out your love/hate relationship with social media. It can do magical things for your brand if you just learn to use it well! This week’s picks single out the brands on either end of the social success spectrum to teach us all some serious lessons in digital engagement. The takeaway this time? While you should obviously strive to stay strategic, always keep the “what’s next” factor in mind to best reach and impact your target consumers and fan base. Looking ahead can help maximize reach, build a strong brand presence and prove this final point: It’s no longer enough to just show up.Digital Digest, Opinions, Our Ideas
On behalf of the entire Vancouver team, we are very excited to announce that Ryan Semeniuk has been hired as Edelman Vancouver’s Creative Director.
Ryan has been a creative lead for over a decade at three of Canada’s most prominent advertising agencies – Tribal/DDB, Fuel and most recently Taxi. Starting his advertising career in Vancouver, Ryan then spent several years at Fuel in Ottawa and with DDB Toronto, before finding his way back out West. His client portfolio includes Sony, Telus, BC Hydro, Subaru, Guinness, Budweiser, Gatorade, Pepsi, and many others. Ryan’s work has been recognized at traditional and digital creative awards competitions such as Cannes, The One Show and The Cassies. In addition to his skills and experience, we know Ryan has a very collaborative approach to the creative process, and has a passion for unlocking the unique, creative opportunities of our teams, clients and, of course, our Edelman PR roots.
Edelman Canada’s creative output as well as client demand has evolved tremendously over the last two years. Specifically, the creative needs of the industry, our clients and the capabilities of our competitors continue to expand. Edelman’s creative ambitions, both regionally and nationally, are bold and have quickly grown to meet these needs. The addition of Ryan is a major step forward for Edelman Vancouver and our national pursuit of these ambitions. Ryan’s addition will be a powerful catalyst not only for our creative work, but for our clients and internal teams, as well.
Edelman’s recent win of six Cannes Lions is a strong reminder of our relentless pursuit of creative ideas that are social by design, informed by insight, and “Earned” media centric, and we look forward to Ryan’s contributions as we work towards achieving these goals.July 8, 2015 in Our Ideas
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Victoria Neufeld, Rob Small, Charlotte Macgregor, Lauren Gross and Erin Collett.
Last Friday history was made. The U.S. Supreme Court finally legalized gay marriage and while not everyone was in favour of this decision (ignorance is bliss?), we couldn’t be happier for our neighbours south of the border. It couldn’t have aligned more perfectly with the end of Pride Month, creating a social media explosion. We couldn’t help but dedicate this week’s Digital Digest to our LGBTQ friends, family and colleagues – this one’s for you! Read more »July 3, 2015 in Digital Digest, Our Ideas
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte Macgregor, Rob Small, Erin Collet, Melissa Vekil, Adam Weitner, Meghan Sharp, and Lauren Gross.
This week’s Digital Digest went rogue. There were just too many interesting campaigns and lessons for brands that it would’ve been a shame to eliminate one due to the confines of a theme. It’s Friday afternoon, let’s jump into the good stuff to tide us over until the weekend. TGIF. Read more »June 22, 2015 in Digital Digest, Our Ideas
John Larsen appointed EVP, National Practice Lead, Crisis & Risk
Michael Murphy appointed SVP, National Sector Lead, Health
June 16, 2015, TORONTO – Edelman today announced the appointment of two significant hires that will strengthen the region’s senior leadership team: John Larsen as executive vice president, national practice lead, Crisis & Risk and Michael Murphy as senior vice president, national sector lead, Health. Larsen will join the firm on August 10 and be based in Calgary; Murphy joins the Toronto office effective immediately.
Larsen will lead the firm’s Crisis & Risk specialists in Vancouver, Calgary, Toronto and Montreal. He will also work closely with Edelman’s global Crisis & Risk practice to bring the offering to Canadian clients, while sharing his talents with the existing global client network.
Larsen has held numerous senior and executive-level communications positions with various levels of government, in the corporate sector and in consulting. He is currently the president of Zero Hour Strategy, a consultancy specializing in reputation management and executive crisis counsel, and previously founded the Corpen Group Inc., Canada’s largest independent critical communications firm. Larsen holds a master’s degree in communications, is a graduate of the Canadian Forces Command & Staff College, is accredited in communications by the United Nations and has completed executive education in leadership at Harvard University’s Kennedy School. He is the recipient of the 2012 International Association of Business Communications (IABC) ‘Master Communicator’ Award. In 2014 he was designated as a member of the Institute of Corporate Directors (ICD.D).
Murphy will lead Edelman Canada’s Health sector, replacing Scott Evans who is now general manager of Edelman Toronto. Murphy will oversee a team of more than 20 seasoned practitioners across the country, bringing more than 15 years’ experience leading large, integrated accounts across all channels to help accelerate the firm’s communications marketing efforts in an increasingly complex and diverse sector.
Murphy is a successful global marketer and brand builder who helps clients navigate today’s increasingly complex communications space. Most recently, he led Pfizer’s over-the-counter and Champix business in Canada as a marketing consultant with Y&R Toronto. Prior to that, Murphy worked in client service at Y&R for 15 years across multiple geographies, including Warsaw, Frankfurt, Paris, London and New York, managing businesses at the global, regional and local levels. In addition to significant experience in the consumer healthcare space, Murphy has worked with beverage, technology, retail, and corporate clients.
“These appointments are part of our ongoing commitment to offer best-in-class practice, sector and specialty service to our clients in all regions of the country,” said Lisa Kimmel, president, Edelman Canada. “John and Michael bring exceptional talent and experience that enhance our offerings both globally and locally and further distinguish Edelman as a leading-edge communications marketing firm that’s well-poised to evolve, promote and protect our clients’ brands and reputations.”
Edelman is a leading global communications marketing firm, with more than 5,500 employees in 65 cities worldwide. We partner with many of the world’s largest and emerging businesses and organizations, helping them evolve, promote and protect their brands and reputations. Edelman has always embodied a client-first culture, continuously adapting to the changing needs of our clients and the marketplace.
Our Canadian business has matured from one that has been primarily geography- and practice-focused to one that is also specialty-focused. Our offices in Vancouver, Calgary, Toronto and Montreal offer several specialized areas of expertise – including creative, crisis & risk, insights & analytics, paid media and digital – to deliver best-in-class work to our clients in today’s complex media landscape.
Edelman was named one of Advertising Age’s “Agency to Watch” in 2014; one of Forbes’ “14 Most Influential Agencies of 2014”; The Holmes Report’s “2013 Global Agency of the Year” and was awarded the Grand Prix Cannes Lion for PR in 2014. In Canada, Edelman was among the top three finalists for Marketing Magazine’s 2014 Agency of the Year and has been named one of the Great Place to Work® Best Workplaces in Canada and Best Workplaces for Women.
-30-June 16, 2015 in Our Ideas
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte Macgregor, Rob Small, Erin Collet, Melissa Vekil, Victoria Neufeld and Caroline Dunnet.
This week, we’re serving up fresh strategy from creative foodie brands. Whether it’s appealing to those picky eaters with a make-your-own style meal, or making sure you nail that recipe through innovative digital features, these next brands are strategizing to ensure that both their name and their approach leave a good taste in your mouth. So, who’s hungry?Digital Digest, Opinions, Our Ideas
Disclosure: Walmart and Intuit are Edelman clients
From left to right: Drew Cashmore, Senior Director of Digital & Shopper Marketing at Walmart Canada, Brent Chaters, Head of Acquisition Marketing for Intuit Canada, Luke Stringer, Head of Research at Twitter Canada.
On May 20, Edelman Toronto and Dx3 Canada hosted an event to discuss how brand managers are measuring digital outcomes in the era of omni-channel marketing.
With marketers having to adapt to new technologies quicker than ever before, each digital expert presented a snapshot of how they’re addressing the following:
Following the presentations, Catherine Yuile, Senior Vice President of Insights & Analytics of Edelman Canada, led a Q&A panel. Throughout the discussion, one key theme emerged: The importance of telling the right message to the right audience and making sure you have the right data to tell your story.
Below are five key takeaways from the discussion.
1. Understand the customer
Drew Cashmore, Senior Director of Digital & Shopper Marketing at Walmart Canada, talked about attribution modeling as it relates to understanding the customer. He explained that a customer can be exposed to various communications throughout the day that could lead to a customer’s visit to Walmart. It’s important to make sure you track that story and build off of it, mapping out all possible customer touch points. For example, Twitter can drive 5% of sales and TV can drive 10%. It’s about looking at those different components that can add up to the total.
Brent Chaters, Head of Acquisition Marketing for Intuit Canada, furthered this conversation by stating that acquisition starts with the customer. What matters is understanding where and how people are coming to your website and serving up relevant messages to them. He calls this ‘intent marketing’. When creating content for acquisition campaigns, it’s critical to understand your target audience and what stage of the purchase cycle they are in, in order to provide personalized content, which will resonate with them in that specific stage.
2. Make sure you’re using the right message and creative
Panelists discussed the problems that can arise around ensuring brands target the right message to the specific audience they are trying to reach. Today with retargeting, personalization, lead scoring, and marketing automation, getting the right message in front of the customer should be easier than ever, and yet this is where many companies struggle. After looking at your overall numbers, what companies often overlook is the message and how it connects, relates and joins each dot in the customer’s journey.
Luke Stringer, Head of Research at Twitter Canada, highlighted that tailoring your creative to your objectives is critical. For example, Nespresso was looking to drive leads and found that using a custom ad unit where people could actually contact them directly from the app worked very well. Overall, using this type of creative unit as opposed to others, drove more consumers.
Stringer also emphasized the importance of tagging everything you can to help optimize and measure how your campaigns are driving your audience to where you want them to go. On Twitter for example, you can specify a key conversion event for each campaign you’re running, which can help optimize content and drive to the landing page you want. If you’re looking to drive people to a specific point on your page, it’s critical you have your campaign and creative optimized in the right way.
3. Test a variety of attribution models
Using multiple digital channels to communicate a brand’s message ensures diversification and increased awareness
Given that brands are using multiple channels to reach their target market, more businesses are realizing that crediting conversion to the final stage in the customer journey (last-click attribution), is missing a big part of the picture. There are a variety of attribution models, each of which are useful in specific instances.
By accurately understanding which touch points are most effective, marketers can minimize wasted dollars. Digital consumers move both across and vertically through channels and as a result, the purchase funnel jumps around. It may take multiple touch points to deliver a single conversion. The customer and their journey to purchase can be complex, as no single experience is the same as another.
Yuile observed that that because ad engagement is a key channel in acquisition, we need to consider the full spectrum of activities and experiences – cognitive, emotional, and physical, when assessing the positive impact that any given ad channel had on a brand. Yet, many measurement plans today focus on the behavioural/physical outcomes (such as user initiated interactions) with not enough KPIs on the emotional or cognitive connections (things like feelings towards the brand, awareness, and intent).
Panels agreed that we need to get better at testing and measuring the emotional and cognitive impacts of advertising engagement in attribution models.
4. Get the right metric and set a specific goal
Each speaker talked about how critical it is to get the right metrics. It’s important to look at multiple models to predict outcomes and see how they compare to each other.
“What I see is confusion when people are setting up digital campaigns. A lot of times people may want one outcome but set up a campaign using the wrong creative,” said Stringer. “If you want leads or you want video views but you’re optimizing the campaign towards click-throughs, it doesn’t make sense.”
“You know you have the right metric when you’ve got one metric, everything else after that are vanity metrics,” said Chaters.
Chaters also spoke about the importance of tailoring measurement reporting to different audiences within your organization so that the KPIs reflect the right focus and actionability for each group.
5. Aim for loyalty
While acquiring customers is important, building and nurturing long-term relationships is crucial. All customers have a journey and move across a number of channels. By becoming aware of their journey, you build on the consumer’s awareness.
It’s not just about acquiring new customers, but delivering value to your current customers, providing support at time of need and solutions when problems arise. Great acquisition is about converting your customer to an advocate.
Chaters mentioned the importance of how digital marketers need to start thinking about how loyalty anchors back to driving awareness. “It’s not good enough to just acquire the customer,” he said, “You have to capture their heart.”
June 5, 2015 in Our Ideas
Dx3 is Canada’s largest conference and trade show dedicated to digital marketing, digital advertising and digital retail.
This post originally appeared on Edelman.com
Eight questions for companies to consider
You could say that Edelman is in the business of change. We launch new products or services, improve a company’s reputation or help companies meet future challenges. But one of the biggest changes an organization could go through is a re-branding.
There are many examples of successful and unsuccessful re-branding programs, but there are fewer examples to help marketers decide whether it is necessary for their business, and fewer still for business to business (b-to-b) companies. Having just completed a major re-branding of a global manufacturer, here are eight questions I would ask if a client is considering a re-branding exercise.
Rob Manne is vice president, Edelman Corporate and is based in Toronto.
June 3, 2015 in Our Ideas
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Rob Small, Erin Collett, Charlotte Macgregor, Kira Borys, Melissa Vekil and Caitlin Stewart.
We’re increasingly demanding that technology give us the power to do good – that doesn’t necessarily mean something hip or fun, but it means using digital tech to make a difference. We’re seeing some brands called out for going against the grain on social issues, others are finding ways to turn fun technology into tools for social good, and others are using it to mobilize large groups to collective action. Regardless of the goal, we wanted to bring you some stories that reaffirm that brands are adapting to the idea that technology isn’t always a sales tool, but a also one for social good.
Using sex to sell too vanilla
The days where ads could include an attractive semi-naked woman, promoting a product with zero creativity and result in boosted sales for the brand, are over. U.S. burger chain, Carl Jr.’s/ Hardee’s has been using “sexy” female celebrities shown fake-eating their burgers to drive sales for years– and it’s been working so far. But according to Mark Duffy, ad critic and cheeky writer behind the blog Copyranter, this year, the (millennial male) consumer has apparently finally figured out that if bikini models happen to live in their hometown, they still don’t want to have lunch with the boys at Hardee’s/Carl’s Jr. Ouch. Gender issues aside, these ads are often lackluster, disconnected from the brand or product and, more often than not, just plain awkward to watch. After viewing Carl Jr.’s ad at this year’s Super Bowl in its usual vanilla template (juicy burger, semi-naked female celebrity), a third of the viewers surveyed felt worse about Carl’s Jr. As consumers, it’s clear that we want advertisers to spice things up (or down?) and exercise their creative juices to deliver relevant content in line with their values. After all, there’s not much sexier in 2015 than a brand that understands its social purpose. [Digiday] Carl Jr’s/Hardee’s, mentioned in this article is a competitor to Edelman client, Taco Bell.
An emoji is worth a thousand words
There are emojis for all kinds of happy things in life – monkeying around, pizza, birthday cake – but sometimes kids need different symbols to let their friends know how they’re feeling. In comes BRIS, a Swedish non-profit operating a kids help line. The non-profit group created “Abused Emojis”, and they’re exactly what you think. Kids can download the same emojis we know and (probably over) use, but with bruises, parents drinking and a boy shown thinking of a skull – for suicidal thoughts. This digital-for-good idea is spot on: kids need a way to talk about how they’re feeling, whether it’s good or bad, but they rarely want to actually say the words. And while Abused Emojis opens up the conversation, to truly make a difference, the app could benefit from some interactive additions – like click through help features for those in need. [AdWeek]
At the other end of the rainbow, a golden referendum
FOMO, or fear of missing out, was a non-issue in the recent Irish referendum on legalizing gay marriage this past week. The ‘yes’ side to the referendum did as many activist groups have done before, and took to social media to rally their cause. Recognizing that 60,000 of Ireland’s three million citizens were expats, out came the #HomeToVote campaign, encouraging voters to fly home to cast their vote. It took off: the hashtag was mentioned over 72,000 times, complete with photos of rainbow-decorated homes and airport selfies. The timely campaign underscored the impact social media can have on social justice issues, and with an overwhelming majority of the population checking ‘yes’ to marriage equality, it’s clear that #HomeToVote’s effectiveness wasn’t driven by a four leaf clover, but from the inspiration of a thoughtfully executed digital campaign. [Refinery 29]
Where’s the strategy, Red Nose Day?
NBC’s Red Nose Day telethon aired last Thursday, aimed at raising money for charities by airing a pre-taped 3-hour telethon featuring celebrities singing, dancing and performing. Launched by Comedic Relief UK in 1988 to generate poverty awareness, the charity has helped raise millions with the help of celebrity stars. While this year’s Red Nose Day event raised an estimated $10 million, it’s hard not to compare this fundraising deed to last summer’s infamous ALS Ice Bucket Challenge, which harnessed the power of social media and raised $115 million by connecting individuals across the globe. The difference between the two initiatives is that while a telethon is effective, it doesn’t allow room for interpretation. The Ice Bucket Challenge leveraged so many networks – YouTube, Facebook, Twitter – and allowed individuals to create their own experience while engaging in a global movement, resulting in good coming from the staggering power of social media. [Digiday]
Edelman Canada’s Digital Digest is a weekly bundle of links, served up on Edelman Canada’s Our Ideas blog. It’s also available by email. If you know someone who would like to be added to the mailing list, have any questions or just want to share some thoughts on anything you read here, email me. Let’s get a conversation going.May 29, 2015 in Digital Digest, Our Ideas
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte Macgregor, Rob Small, Erin Collett, Kira Borys, and Caitlin Stewart.
Technology’s purpose has always, more or less, been to make our lives easier. Some argue that it makes us lazy, while others are grateful it allows them to get more out of their jam-packed days. This week’s Digital Digest showcases some new technology and digital campaigns that take convenience to a whole new level. Gourmet lunch delivery? A mirror that acts as a personal stylist? Don’t know about you, but we’re not complaining and that drool-worthy PNL burger is looking like a great way to kick off our weekend! Read more »May 29, 2015 in Digital Digest, Our Ideas