Do You Know Your Lemons? … and other #creative hashtag campaigns

Thank you Sprout Social for this well written article about engaging your customers through creative hashtag campaigns. #lovethis!

The hashtag frenzy has been an important element in the rise of social media. It’s hard to achieve true brand awareness without at least one or two hashtags in your repertoire.

Not only does the right hashtag help you to connect with targeted audiences on social media, but a branded hashtag can also help give life to your digital identity, providing additional reach, impact and personality.

With approximately 81% of Americans using social media in 2018, companies can’t afford to overlook one of the most important resources in social.

But it’s not always as easy as it looks to craft, create and strategize your hashtag campaign. But don’t worry–we have you covered. To help inspire you for your next hashtag campaign, let’s look at eight creative campaigns in the last year or so:

1. #KnowYourLemons: Worldwide Breast Cancer

Often the best branded campaigns on social media are those with an important and meaningful purpose. In 2017, the Worldwide Breast Cancer organization launched its hashtag campaign #KnowYourLemons to convince women to check their breasts for signs of cancer more frequently.

The catchy concept went viral almost instantly. It was a fun and interesting way to give women the important information they needed to spot the lesser-known symptoms of cancer. The charity launched its own Facebook member’s page where people could take part in conversations about the subject. This extra step made the experience more engaging for everyone involved.

#KnowYourLemons Infographic

What We Loved About It:

The creativity in this hashtag campaign was a fantastic way to raise awareness for an important cause. However, the most exciting element of the strategy was that it made crucial information accessible to everyone. You didn’t need a doctorate or a high literacy level to learn more about breast cancer.

Using a light-hearted concept to convey a message about a serious subject, the Worldwide Breast Cancer group exceeded their Just Giving fundraising target by 317%.

2. #TeamVisa: Visa

At the beginning of 2018, Visa jumped on the Olympic fever bandwagon for the winter games. Since 2000, Visa has earned a reputation for accepting athletes around the globe into its “Team Visa” program. The program provides people with the resources they need to achieve their sporting ambitions. Ahead of the 2018 Winter Olympics, Visa launched a special campaign to demonstrate how athletes can get involved with #TeamVisa.

The great thing about Visa’s campaign is that it takes advantage of a trending topic to draw attention to an existing product. The company teamed up with influencers who were sure to get plenty of attention around the winter games. Everyone from Billy Morgan to Elise Christie got involved.

3. #BrandBowl: Twitter

While there are 330 million monthly active users on Twitter, some experts suggest this social media platform isn’t seeing as much growth as its competitors. Fortunately, the channel decided to tackle this problem with a hashtag campaign of their own at the beginning of 2018.

Twitter announced at the end of January they would launch their #BrandBowl campaign alongside the Super Bowl. This was perfect timing to be involved with one of the most talked-about events on social media. The #BrandBowl campaign was a social contest designed to award companies for different achievements, like:

  • The brand with the highest number of tweets
  • The brand with the highest tweet per minute score
  • The brand with the most retweets

View image on Twitter

What We Loved About It:

To help improve engagement, Twitter combined the excitement of a social media contest with the appeal of an important trending topic. #BrandBowl gamified the concept of talking about companies, to ensure that everyone was chatting on Twitter during one of the most important sporting events of the year.

4. #ORIGINALis: Adidas

2017 was a highly successful year for Adidas. The company managed to cement its position as both a fashion icon and thought leader with its #ORIGINALis hashtag campaign. The promotion centered around the new Adidas Originals line, and asked people to re-think the concept of being unique.

Adidas partnered with some of the biggest names in the hip-hop world, including Stormzy, Snoop Dogg and ASAP Ferg to promote their new lineup. The brand even created a video to help link its products back to the idea of hip-hop culture.

What We Loved About It:

The first thing that makes the #ORIGINALis hashtag campaign so effective is it’s targeted appeal to Adidas fans. On top of that, in a world where influencer marketing is one of the best ways to generate trust for a company, Adidas managed to partner with some of the most influential figures in the hip-hop environment.

Overall, Adidas just goes to show that the best brand hashtags can help to establish credibility for a company and elevate its position in any marketplace.

5. #WeAccept: Airbnb

Sometimes the best brand hashtags are the simplest. And that’s certainly the case with Airbnb’s campaign from 2017 revolving around the hashtag #WeAccept. This popular branded hashtag was a great way for the travel giant to share the universal nature of their company while showing their support for a crucial ethical issue.

The campaign began with an inspirational video posted on the Airbnb branded social media feed. It continued with a selection of emotional photos delivered by people from different backgrounds and places around the world.

What We Loved About It:

It’s not always easy to produce an effective political campaign. This is particularly true on social media where everyone has an opinion that they’re ready to share. Fortunately, this hashtag campaign saw an incredible response, with hundreds of thousands of supportive likes and comments.

The theme of acceptance helped Airbnb to present themselves as a more approachable and authentic company on social media.

6. #WhatsInYourBag: RYU

People don’t just visit social media for information and news. We also use platforms like Facebook, Twitter, and Instagram to add a little bit of fun into our lives! That’s why building an Instagram hashtag campaign around a giveaway or competition can be such a great idea for building engagement. Ryu did this with #WhatsInYourBag campaign.

Ryu’s campaign was a great example of a social photo contest that leveraged the trend of Instagram Stories to increase their follower count to well over 20,000.

What We Loved About It:

Hashtag campaigns with gamified elements like competitions or giveaways are a great way to build engagement for a company and encourage your customers to share user-generated content on your behalf. Ryu’s branded hashtag prompted people to share more photos in relation to the brand. This instantly expanded awareness for the company and helped to add a little fun to their identity.

7. #TrippinWithTarte: Tarte Cosmetics

It seems like everyone is investing in the power of influencer marketing lately and Tarte Cosmetics are no exception. In 2017, the company flew a gang of fitness and makeup influencers to an island off the coast of Australia and followed up with them with plenty of Instagram-able excursions like candlelit dinners, yoga, hikes and more.

The hashtag #TrippinWithTarte also encouraged followers of the makeup brand to get involved with their own outdoor experiences, sharing photos that highlighted the versatile nature of the company.

What We Loved About It:

Not only did this creative campaign give Tarte Cosmetics plenty of great content to share on social, it also presented a great opportunity to reach out to new audiences. The influencers were all picked carefully based on their follower count and industry niche, meaning that Tarte could connect with thousands of new users within a matter of weeks!

8. #OpenYourWorld: Heineken

During 2017, Heineken decided to follow the trend of using social media to shed a light on important social concepts by conducting their very own experiment. The beer company used #OpenYourWorld to see how easy it was for people with opposite social and political views to accept each other when they went through a series of team-building activities together.

When everyone at the end of the experience shared their political or social views with the other, Heineken offered them the opportunity to share a beer and discuss their differences–something they all chose to accept.

What We Loved About It:

The #OpenYourWorld hashtag campaign addressed a meaningful concept in a new and heartwarming way. The first video achieved around 3 million views within the first week of its launch and around 50,000 shares in its first month too.

Heineken shows how addressing an important idea with your social media campaign can help to get people talking about your brand and strengthen new relationships.

 SproutSocial.com is one of my go-to resources for smart writing and great ideas – consider adding them to your must-read list too.

Then the assistant asked “what’s your favorite vegetable?”

https://www.fastcompany.com/40465774/10-questions-for-getting-to-know-your-direct-reports-faster?utm_source=postup&utm_medium=email&utm_campaign=Fast%20Company%20Daily&position=8&partner=newsletter&campaign_date=09182017

The other day my hairdresser’s new assistant asked me what my favorite vegetable was.  I thought she was asking in some context related to hair, but she told me she had a series of questions she was using to open conversations with the salon’s customers and thus improve her communication skills too.  That was a first, and it worked as we went on to talk about other topics and got to know one another.

The link above will take you to a Fast Company piece on using 10 questions you can use to get to know your team better… you might even learn they love artichokes!

When you hire a new team or inherit someone else’s, your first instinct as a manager might be to assess the situation for the best way to move forward–and fast. But if you aren’t careful, you’ll create more problems than solutions for you and your new team. Before you start diagnosing your team’s challenges and look for ways to improve, it’s crucial to take a step back and get to know your new direct reports.

The key is to learn how to support your team in the most effective way for them, not just for you. To do that, you have to listen first, diagnose second. Just as in relationships outside the workplace, the better you get to know someone, the better you can collaborate. That takes time, but there’s one way to jump-start the process: These 10 questions can help you quickly take the pulse on your new team members and their hopes for you as a manager.

1. WHAT ARE SOME FEATURES OF YOUR BEST WORKING RELATIONSHIPS WITH PREVIOUS MANAGERS?

Knowing what qualities your team admires in a manager can help you quickly adjust your style for each direct report. You may learn that they crave autonomy, or that they prefer more active support. This can help you graduate from instinctively providing the management support you prefer to intentionally providing the management support they prefer.

Plus, asking your team to describe traits they’ve admired in previous managers–rather than in the abstract–also ensures their answers are grounded in specific, real experiences, which may prove more actionable for you.

2. WHAT ARE SOME FEATURES OF YOUR WORST WORKING RELATIONSHIPS WITH PREVIOUS MANAGERS?

Learning about the bad side of your team’s past management experiences can be just as instructive as hearing what worked. Whatever created friction with previous managers is usually something to avoid, adjust to, or just keep an eye out for. And because it’s sometimes harder to articulate positive feedback than negative feedback, you may find you learn a lot more by asking this question than you do by asking about positive qualities (even though both are important).

3. HOW TRANSPARENT DO YOU PREFER MANAGERS TO BE?

Some teams prefer the full play-by-play as it happens. Others would rather skip the details and just be kept in the loop only as necessary. While some teammates love to follow every step of whatever changes might be happening, others find that distracting and even demoralizing. As a leader, you’ll be privy to information others won’t be. So finding out what level of transparency your team expects from you is an important factor in how, what, and when you communicate to your team.


4. HOW WOULD YOU LIKE TO USE OUR ONE-ON-ONE TIME?

Every one-on-one meeting is different. While one team member may come to you with a list of updates and specific actions they need you to take, others may use the time to brainstorm solutions to a certain problem, while still others may arrive with no agenda at all. You can certainly find out your team members’ preferences by experience, but asking this question up front encourages them to think more intentionally about your time together, and how you can best support them.

5. HOW DO YOU LIKE TO RECEIVE PRAISE?

You expect your team to do great work–so how do they like to be celebrated when they do? Here, too, everyone you manage will be different. Where one person might love public recognition, another may cringe in the spotlight and prefer one-on-one or even written praise. Check in with them early on to avoid inadvertently embarrassing your direct reports.


 

6. HOW DO YOU LIKE TO RECEIVE CONSTRUCTIVE FEEDBACK?

Feedback is essential to your direct reports’ growth, and it’s your job to help them improve in big ways and small. But depending on the person, feedback can be something they dread or something they hunger for. It may be something they prefer to hear in real time, or something they’d rather get after the fact so there’s time to reflect on it. There are many ways to deliver critical feedback. If you’re not sure what the best approach is for your direct reports, just ask.

7. ANYTHING I SHOULD KNOW ABOUT YOUR WORKING STYLE?

Working styles are highly individualized. Some people prefer meetings in the afternoons and thinking time in the morning. Others value getting home early enough to put their kids to bed. Where one direct report may crave structure, another may seek opportunity in chaos. What does it take for your team to do their best work? Ask your direct reports to self-reflect so you can identify what it takes to help them feel happy and productive.

8. WHAT EXPERIENCES MAKE YOU HAPPY AT WORK?

Which environments, situations, or projects get your team riled up? Do they enjoy projects that draw notice from elsewhere in the organization, or would they rather focus on work that makes an impact outside of the spotlight? Do they prefer to collaborate, or to keep their heads down to get the job done? Knowing these preferences early on helps you figure out which projects, staffing, meetings, or even desk areas best align with the types of things that make your direct reports happiest at work.

9. WHAT EXPERIENCES MAKE YOU STRESSED OR FRUSTRATED AT WORK?

On the flip side, what drains them? What makes one person jazzed can cause serious stress for another. For instance, too much socializing can be challenging for more introverted types on your team; too much solo work can make your more extroverted direct reports feel isolated. Knowing what triggers stress in the people you manage can help you avoid potentially frustrating scenarios before things get out of hand.

10. WHAT ARE SOME THINGS YOU’RE HOPING I CAN HELP WITH?

As a leader, you may have a mental list of your strengths and be ready to share them with your team. But the strengths you see in yourself may be different from the strengths your direct reports see in you–or the ones they need from you.

For instance, if relationship-building comes naturally to you, you may take it for granted (“that’s just who I am”)–but someone on your team may see and admire that quality in you, and hope to learn from you in that area. On the other hand, if you know you’re a strong presenter, you might be inclined to teach others that skill, too, when unbeknownst to you, what they really want your help in is running more effective meetings and setting better agendas. Asking this question helps you understand the delta between the help you’re preparing to offer and the help your team members are hoping to gain.

Needless to say, while these questions can be helpful, they’re just a humble start to getting to know your team. They’re not enough to replace your long-term efforts to build strong relationships with the people you manage. That takes time, but with this 10-question “intake form,” so to speak, you can get a running start on a process that might take other managers weeks or even months to begin.

ABOUT THE AUTHOR

Ximena Vengoechea is a design researcher, writer, and illustrator whose work on personal and professional development has been published in Inc., Newsweek, and the Huffington Post. She currently works at Pinterest as a qualitative researcher.

I’d really like to ask Zimena about her job at Pinterest, perhaps that will be a future column … enjoy your day, and eat your vegetables!

Something to think about at Thanksgiving – The Science of Gratitude – More Important Than $$$

3 MINUTE READ – from FAST COMPANY

The Science Of Gratitude And Why It’s Important In Your Workplace

Lack of gratitude is a major factor driving job dissatisfaction, turnover, absenteeism, and often, burnout.

This is the time of year when we focus on giving thanks, with many of us sharing our gratitude with friends and family. But when is the last time you thanked your employees? Coworkers? Or boss? If you haven’t recognized the members of your work team lately, you need to repair the oversight before your holiday leftovers are history.

Gratitude is absolutely vital in the workplace, says UC Davis psychology professor Robert Emmons, author of The Little Book of Gratitude: Creating a Life of Happiness and Wellbeing by Giving Thanks, and a leading researcher on the subject. “Most of our waking hours are spent on the job, and gratitude, in all its forms, is a basic human requirement,” he says. “So when you put these factors together, it is essential to both give and receive thanks at work.”

Gratitude has been the subject of numerous studies, and the findings could be beneficial to your workplace:

GRATITUDE IMPROVES CORPORATE CULTURE

Lack of gratitude is a major factor driving job dissatisfaction, turnover, absenteeism, and often, burnout, says Emmons. “In many organizations the workplace culture is toxic,” he says. “Symptoms of this are exploitation, complaint, entitlement, gossip, negativity.”

Expressing thanks is a remedy against these symptoms, says Emmons. “Grateful individuals live in a way that leads to the kind of workplace environment that human beings long for,” he says.

Gratitude also reduces aggression, according to a study by the University of Kentucky. Participants who practiced gratitude were more sensitive toward others and less likely to seek revenge or retaliation when given negative feedback.

GRATITUDE STRENGTHENS TEAMS

Gratitude takes people outside of themselves and to a place that is part of a larger, more intricate network of sustaining relationships, says Emmons, relationships that are mutually reciprocal. “In this sense, it, like other social emotions, functions to help regulate relationships, solidifying and strengthening them,” he says.

Gratitude also leads to reciprocity. “It is not only a response to kindnesses received, but it is also a motivator of future benevolent actions on the part of the recipient,” says Emmons. “Serving these functions, gratitude enhances our own well-being in that we are built for relationships,” he points out. “Gratitude is the high-octane fuel that, without which, we’d be in relational ruin.”

IT’S A BETTER MOTIVATOR THAN MONEY

Researchers from the London School of Economics found that financial incentives can backfire when it comes to motivating employees. An analysis of 51 separate experiments found overwhelming evidence that “incentives may reduce an employee’s natural inclination to complete a task and derive pleasure from doing so.”

Appreciation is a much better motivator. A study by Glassdoor found that 80% of employees would be willing to work harder for an appreciative boss, and 70% said they’d feel better about themselves and their efforts if their boss thanked them more regularly.

A study done at the Wharton School at the University of Pennsylvania underscores this point. Researchers divided participants into two groups, and asked them to make fundraising calls to solicit alumni donations. One group followed the traditional method of making calls while another group was given a speech by the director of annual giving, who expressed gratitude for their efforts. The group who received the pep talk made 50% more fundraising calls than those who did not.

HOW TO DO IT

There is no limit to the way in which gratitude is expressed, says Emmons. “We are hungry for genuine expressions of gratitude,” he says. “Everyone wants to feel appreciated, valued, recognized.”

Employee recognition programs are a common way gratitude is demonstrated in workplaces, but little micro-expressions of gratitude are easier and can be delivered more frequently. “Just saying ‘thank you,’ acknowledging a kindness, or engaging in a helpful act are all ways of expressing gratitude,” says Emmons.

Particularly important is sincerity, adds Emmons. “With something like gratitude in the workplace, we know that it works, but we also know you have to keep gratitude authentic,” he says. “If, for instance, a leader tries to offer gratitude for purely cynical or instrumental reasons, it’s unlikely to work.

“Gratitude is the ultimate performance-enhancing substance at work,” says Emmons. “Gratitude heals, energizes, and transforms lives in a myriad of ways consistent with the notion that virtue is both its own reward and produces other rewards.”

Thank you for taking the time to read my blog, you are very much appreciated – Laura

Do NOT Hire a Social Media Consultant Before You Ask These 10 Questions

What is a “Social Media Consultant”?  It could be anyone with a personal Facebook Page and a large number of Twitter followers wanting to sell you on their services.

I too often see someone touting this service (for far too high a cost) who have only a Twitter account or not much of a personal or business presence anywhere on the web.  And while these “consultants” might be available the question is are they right for you?  

You ONLY want someone who knows your industry 

and has the maturity to know what NOT to post too.

Once you make the decision to outsource, you’ll want to strongly vet potential consultants and/or agencies.

Here are 10 things Social Media Today recommends you ask or consider:

1. Can they demonstrate a proven track record?

Ask what brands the person or agency has worked with and is currently working with (to ensure they’re not working with a competing brand).

Don’t be shy about asking for references. Ask about a brand they worked with where something didn’t work out – how did they handle that? Were they able to quickly adapt and change course? Do they have the necessary experience in your industry to properly advance your business?

The more they know about your industry, the less of a learning curve there’ll be, and the more resources they’ll bring to your brand. What are their first steps when taking on new clients?

2. Where can I find current and past examples of your work?

Anyone with experience will be readily able to show you a portfolio of work as well as links to initiatives they’ve either run or been involved in creating.

Look for campaigns that have been repeated. You know things are working when you keep doing it.

Have the campaigns led to brand exposure? Sales leads? Will this experience help your market?

3. Who will be handling my account and what background does this person come from?

This is the biggest question – don’t buy into a sales pitch and then get a very junior person.

The background of each person working on behalf of your brand is important. If you’re looking for marketing, PR and/or social media help, you want people that have leveraged those skills working with prior companies.

Do these people have knowledge and experience with trends in these areas?

4. How will we track ROI?

We know that not everything has immediate return that’s trackable when it comes to social media. But you can track most things.

You want to know that this consultant or agency isn’t simply looking to add likes, followers or fans, but is actually able to analyze conversion rates.

Brands that hire an outside agency will want to know that the agency or consultant is consistently monitoring results, and is being held accountable. You’ll want to know there’s a standard monitoring and reporting process in place that works for both you and the agency or consultant.

5. What is their process for reporting?

How often will you meet with them? How often will you be provided status updates or check-ins?

If the agency doesn’t have a method to suggest immediately to you on how they’ll communicate, it might be a red flag that the agency isn’t as connected with their clients as you’ll want to be (or that they haven’t even thought of this yet).

6. What will you do if something goes wrong?

How would you handle a social media crisis? This is the question that will give you real insight into their value.

Marketing campaigns that look great on paper can go wrong in application, no matter how seasoned the consultant is.

How will they react? How do they respond to negative reviews? Tweets? Negative Facebook comments?

7. How do they come up with strategic plans?

How much does writing content figure into their experience and plan for your business? A good consultant will have a workflow that works for them and you.

They’ll know how to integrate social media with PR and traditional media.

They’ll want to talk to your sales team and find out what plans they have and will know how to integrate them into all they are doing.

8. How will content be developed?

And, will you have to approve all of the content written on behalf of your brand? Will it all have to be planned, or will you trust this person or agency to create on-the-fly content for you? Does this person have the experience necessary to understand the nuances of writing content specific for each platform?

Content developed for your brand needs to be likeable and shareable. A consultant or agency should be able to show you examples of previously created content for other clients, as well as their content calendar, or what their content creation process looks like.

9. What does success look like, and how will we measure it?

Brands that are investing in consultants and agencies must have clear goals in mind when starting this process. An agency should be able to help you achieve your KPIs. The consultant or agency you choose will help you establish these KPIs and will (with you) write strategies and tactics to hit those goals.

10. What will this cost?

Outside of the monthly retainer or fee you agree to with the consultant or agency, you want to know that your budget is being kept in mind in all they’re doing.

Thank you http://www.socialmediatoday.com – one of my favorite sources for all things social!

AI Is What’s Next – As Communicators We Are The Front Line

Do a quick Google search for AI and you get a new definition from WikiPedia:  Artificial intelligence is being defined as Intelligent Agents.  Let that sink in.

AI is becoming part of all businesses and part of nearly every part of our lives.  From the way your communications are answered to the way you get to work – everything is changing thanks to artificial intelligence.   Having just attended three different conferences for clients; one on real estate, one on travel and one on school nutrition – I can tell you all three had at least one seminar on how this technology is changing our world.  As one speaker said:  “Ten years ago we did not realize the impact of social media, AI is already here and moving into the marketplace at warp speed.”

As communicators we are the front line.  We need to embrace this technology, understand it deeply and be able to explain how it is impacting our companies and clients to others.

As machines become intelligent there will be great ethical debates and concerns – be ready as you will be needed to shape the conversation.

TED has an excellent playlist about AI – https://www.ted.com/topics/ai

         This New York Times piece offers a summary of where we are: https://www.nytimes.com/2016/12/14/magazine/the-great-ai-awakening.html

The post below came from AdAge, here is a direct link to the full article:  http://adage.com/article/agency-news/chief-ai-officer-big-title-media-agencies/309667/?ito=792

Any time an explosive new technology takes hold, agencies have to navigate how it fits into their business. While some may be waiting until it has taken a deeper hold, others, like New York-based Crossmedia, are bullish.

The independent media agency just hired a new executive director of cognitive solutions, who will head up the agency’s work in that area — covering everything from client projects that use AI like chatbots or Alexa skills to other areas of cognitive solutions. The field includes data-driven creative work that might change according to weather, stock fluctuations or time of day, and data science, which encompasses deep learning and pattern detection.

For Karim Sanjabi, who’s taking on the new role, it’s a step agencies are going to have to take. Sanjabi previously started Freestyle Interactive, which was acquired by Carat Interactive in 2003, and most recently was CEO of Robot Stampede, a creative tech company based in San Francisco.

“If agencies don’t make this kind of change right now, and really understand they have to really commit to it, we’re going to have an evolutionary separation,” he said. “We’re going to have two different species of agencies: One that evolved with AI and one that didn’t.”

He said snubbing AI would be akin to an agency turning its back on social media 10 years ago.

Though Sanjabi has taken the top seat at Crossmedia’s new cognitive consulting practice, he wants to handle it in a way where the work bleeds across the entire agency, instead of siloing AI off into a separate business unit. His mandate, he said, is to help the agency sift through the tech options and find ways to improve internal operations and client solutions using these new concepts.

“I want our existing media buyers and planners, I want everyone in the company to think in terms of cognitive solutions,” he said.

“I just want to be a resource to everyone in the agency to help empower them to come up with this kind of stuff. This isn’t a standalone, separate thing — this is the core of the agency. We’re changing the way everyone thinks about this.”

Champions over chiefs
As the possibilities of AI are becoming known, agencies are grappling with the best way to bring in that knowledge.

“The power of this stuff is such that it surpasses traditional agency shiny object syndrome,” said Dave Meeker, a VP who focuses on innovation at Dentsu Aegis Network-owned digital marketing agency Isobar. “We see really the capabilities of what a well-trained or well-designed AI is capable of.”

Isobar doesn’t have a head of AI, but does rely on employees’ expertise to understand how it can help the business until it’s more deeply ingrained. Meeker said employees work on the forefront of new technologies, and once it really catches on, the company starts more formalized training across all employees. The company has an “Isobar Academy,” an online curriculum available to its 6,000 employees.

“Right now, we’re in this age of understanding this stuff. You need people with really specific domain expertise,” he said. “In time, that expertise becomes cooked into a lot of the software and things that we’re doing, to where it’s not like you then have to have an AI person because all of us kind of have the tools at our disposal that do that.”

Whatever the approach, the key to success, say agency vets, is incorporating the new technology in ways that everyone across the agency can master it. Which in turn could ultimately render the need for a chief of AI obsolete.

Tom Kelshaw, director of innovation at GroupM shop Maxus, said agencies have a history of hiring executives to head up areas like data, digital or innovation. The risk there, he said, is that “it tends to become stale.” Kelshaw pointed out that transformational new ideas should be absorbed across all leadership once a topic is understood, instead of letting it live with a sole executive or business unit.

At Maxus, Kelshaw said when it comes to AI and innovation more generally, his company relies on employees to figure out where tools and techniques can deliver operational efficiencies and improve clients’ business.

“It’s about getting champions, rather than chiefs, into the business,” he said.

Too soon?
Some agencies may feel it’s on the early side to make big investments into this area. Though digital agency PMG does a fair amount of work using AI, the agency doesn’t have any defined titles relating to cognitive or machine learning or artificial intelligence.

“Advertisers and brands realize the need for artificial intelligence, but very few are at the point where they’re going to the board and saying, ‘We’re betting everything on artificial intelligence,’ said Dustin Engel, head of analytics and data activation at PMG. “They know the risk of not being part of AI, but they’re not quite willing to bet the farm on that risk.”

He said factors like data quality make some areas of AI still relatively immature. PMG does work with clients on data onboarding, cleansing and standardizing so it will one day be useful in AI applications. It also uses AI when it come to data science and data innovation.

Engel added that AI appears to be polarizing with advertisers.

“Some are excited about it but don’t have clear use cases. Some are skeptical of the hype of AI being the business disruption panacea. Some are cautiously optimistic — stressing cautiously. So it may be early for advertisers as opposed to the agencies,” he wrote in an email. “As for PMG, we not only see AI possibilities in our client media programs but also in managing the operational complexity of our fast-growing business.”

More Events To Build Your Brand? Yes Please!

New Study Shows Brands Expect to Invest More in Events

The research surveyed more than 1,000 marketing professionals across the globe for insights on budget, technology, and more.

Looking for a top notch dose of what’s new, cool and works?  subscribe to Biz Bash at bizbash.com and you will find event nirvana!  Photos in this post are from a global tourism summit recently produced by Bennett & Company.  From chocolate cake for breakfast to a live social media wall it was the kind of brand building experience that accelerates awareness and is worth every minute of planning.

Brand experiences—from trade shows and sponsorships to virtual- or augmented-reality experiences and pop-ups—are an essential part of the marketing mix, and one in three chief marketing officers expect to spend as much as 50 percent of their budget on such experiences, according to new research from Freeman.

The 2017 Freeman Global Brand Experience Study, which the company commissioned from research firm SSI, surveyed more than 1,000 marketing professionals from North America, Asia, and Western Europe. Released Tuesday, the research shares insights on how marketing professionals view events and experiences, budget, digital and technology integration, and more.

According to Freeman, the results show that “more than nine out of 10 of them agree that brand experiences deliver stronger face-to-face interactions and more compelling brand engagements.”

As a provider of brand experiences, Freeman’s business is built on creating these types of events, and the company believes in their effectiveness, but it commissioned the study because “we wanted to validate that externally,” said Chris Cavanaugh, Executive Vice President & Chief Marketing Officer at Freeman.

“Experiences, when integrated with the marketing mix, build brand affinity, bringing people into the tunnel and dimensionalizing the brands,” Cavanaugh said.

While marketing professionals value experiences and plan to invest more in them in the next three to five years, the research showed that they have yet to make the transition. The top three ways brands are connecting with their audiences are their website, social media, and email marketing.

As brands look to invest in experiences, Cavanaugh said they should plan “highly personal, in-real-life experiences.”

The survey also asked about technology. It found that brands involved in more events—20 or more a year—are more likely to integrate technology into their experiences. Among this group, nearly 30 percent use touch-screen technology, 21 percent use location-mapping or beacons, 16 percent use virtual reality, and 15 percent have added gamification elements to events.

“These are highly engaged people who want to lean into events,” Cavanaugh said.

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