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media strategy

Signs point that the era of mass media is behind us. Stevens & Tate invites you to read this article by John Villasenor of Forbes about the trends in digital media that are shaping its future.

The World Economic Forum is perhaps best known for its annual meeting in Davos, Switzerland, which brings together heads of state, CEOs of some of the world’s largest companies, and assorted other movers and shakers for a week of speeches, panels, and workshops in the Swiss Alps each January. But the Forum also works year-round through its network of over eighty global agenda councils, which address a diverse range of topics including biotechnology, climate change, energy security, and youth unemployment.

Since last year, I’ve been a member of the Forum’s global agenda council on the intellectual property system. We’ve taken a careful look at the forces shaping how people are creating and sharing digital media today, and perhaps even more importantly, what the world of digital media will look like in the coming years. We’ve distilled these down to a set of six digital content “megatrends” that, translated from policy-wonk language into English, are as follows: Read the rest of this entry »

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Nicole Wagner

When you create a social media strategy, it is important to integrate it across multiple platforms and audience touch points in order to create a connection. This helps to ensure that your message isn’t just overlooked by your audience, but is something that becomes familiar and attractive. So let’s look at a few ways you can integrate social media.

Connect: First, make sure customers can connect to all of your other social media and online efforts from each individual platform. Include links to each platform to effectively promote all of your touch points and channels.

Advertise your Social Media efforts: Let people know about your SM efforts and encourage them to visit. This can be as simple as including the logo of the platforms your brand can be accessed on products and/or physical advertisements.

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Nicole Wagner

Have you ever read a tweet or Facebook post that seemed totally out of character for a company or brand? A company that is employing a successful social media strategy will have few inconsistencies in their key message. For example, take a look at Starbucks on social media. From the beginning, their company voice is one that promotes the love of coffee and how Starbucks strives to create the “third place” for their customers, that is, an escape from work and home. Anything that strays wildly from this voice forms a contradiction we call key message whiplash.

What is a key message, and how do I find it?

A key message is made up of your brand values and beliefs that you want others to know about. Using these values and beliefs you craft your message to reflect your audience and their culture. The best brand messages sound and feel like a person speaking —  not a corporate mission statement.

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Video advertising will double approximately every two years until all online ads will be video ads. That’s right — all online ads will be video.

I am calling this prediction “Cam’s Law” (after moi) with due respect and deep regard to Intel Founder Gordon E. Moore, who in 1965 predicted that the number of transistors on integrated circuits would double every two years thereby exponentially increasing computing power.social media marketing for business

Trust me, it does not take a genius to see the trends. My prediction is firmly guided by data. comScore’s recently reported that Americans watched 11.3 billion video ads in December, setting a new peak, and a sharp 10% rise from November’s 10.3 billion. December 2012 ad views were twice as many as in January 2012, representing 59% year-over-year growth. Video ads accounted for 22.6% of all videos viewed in December, and 1.9% of time spent viewing video online.

But That Was Last Year

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About three years ago, when Facebook marketing suddenly became popular, a number of studies attempted to quantify how much, on average, a single “Like” on Facebook might be worth to a marketer. The numbers varied wildly, of course, depending on the variables you use to calculate the value. 

Social Media Strategy "Liking"

As time went by, marketers became less interested in simply amassing likes and followers. One of Facebook’s biggest ad clients,  TBG Digital CEO Simon Mansell, once famously said, “The mindless pursuit of likes on Facebook is stupid.” But with the launch of Graph Search likes have become newly valuable. Graph Search is powered in part by your friends’ likes. The more likes a brand has among yourfriends, the more prominently its search results will be. This made us curious about the historic dollar value of a like. So we collected all the results here and ranked them in descending order:

 

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Nicole Wagner

There are no hard and fast rules for social media marketing campaigns. What works well for one company could fail magnificently for another. Searching for sure-fire techniques is like searching for Amelia Earhardt, answers are out there, but they’re just really hard to find. You want buzz. You want a unique message that says, “This is our brand. This is who we are.” You want visitors to become fans and fans to become customers.

After analyzing some of the most notable social media marketing campaigns of 2012, we’ve come up with what we think are 5 keys to creating your own social media success story.

1. Have a Cause and Make it Fun

Some of the most successful campaigns of 2012 had a pay-it-forward vibe. Take for example the partnership between Levi’s and Water.org. Levi’s created a Facebook game to educate fans about water conservation. The better users were at the game and the more they shared it through other social media channels, the more liters of water were unlocked. Once the combined total reached the goal of 200 million liters, Levi’s would donate $250,000 to help Water.org

 

Social media advertising (Levis)

 

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Update:
The 2013 Life Services Network Annual Meeting and Exhibition was held two weeks ago at Navy Pier in Chicago. More than 3,000 professionals in the senior living industry gathered to share knowledge and learn about the best practices being used in social media marketing. social media marketing agency

Stevens & Tate Marketing President Dan Gartlan and Internet Marketing Director Nicole Wagner were there to speak about Attraction Marketing and its impact on the senior living industry.

Dan gave his presentation Attraction Marketing: How to Make your Brand, Product and Services More Attractive to Prospects on the final day of the expo at 8:30 a.m.The speech detailed proven tactics to make a brand more attractive to prospects, and include key strategies for realizing your marketing goals.

Nicole’s presentation Attraction Marketing: How Social Media Can Be a Powerful Tool followed immediately after at 10:15 a.m. It described the role of social media in a successful senior living organization, and how it fit amongst other elements of a solid Internet marketing strategy.

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