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Archive for the ‘Social Media’ Category

Schifino Lee - 1:53 pm December 12, 2014

Help “Sabrastian” Find a Home for the Holidays

 

 

 

 

 

 

 

 

 

 

This year, in keeping with our tradition of Random Acts of Merry, the Schifino Lee team is putting our considerable creative talents to work helping a pair of “adoption-challenged” canines find a loving home in time for the holidays.

To hear their touching backstory, see our efforts to raise awareness, and find out how you can help, check out our “Two Is Hotter Than One” video.

To follow their story and spread the good word about these wonderful pooches, like us on Facebook.

Happy Holidays from everyone at Schifino Lee.

Watch the video we made to help support Sabrastian and find them a forever home this holiday season:

Schifino Lee - 5:31 pm July 30, 2014

What Netflix’s rise in subscriptions really means

Why the rise of Netflix and other on-demand video services make product placement even more essential.

Netflix’s recent surpassing of 50 million subscribers (the equivalent of approximately 16% of the U.S. population) this week has us thinking. If this is going to be the next primary way to view programming, will traditional video ads still be as affective?

My belief is no. Of the many reasons why people abandon cable and opt for streaming, one of the key motives is the fact that streaming services offer less ads and more content. So if the market heads in the direction where video ads become limited the industry must take full advantage of an age-old strategy; product placement.

This strategy has been used extensively in Netflix’s original programming; most notably “House of Cards”; while on the other hand broadcasting companies have yet to place as high of an importance on this tactic. This will become a monumental advantage for Netflix as streaming becomes the norm. They will gain the ability to outbid such powerful broadcasters as Disney, Time Warner and NBCUniversal for advertising sponsorship due to their programming’s ability to spark more consumer interest in products/ services and promote more action.

Schifino Lee - 8:59 am July 2, 2014

Yes, you need a content marketing strategy

Content marketing is the creation and sharing of information to generate interest in a product or service. Despite over 73% of B2B companies utilizing content marketing as a part of their marketing strategy over half do not have a documented plan. Just like your marketing and media plan, a documented content strategy plan is necessary and should be included in your overall marketing plan (and budget) in order to measure success.

Randomly posting something to Facebook or LinkedIn won’t cut it! If your goal is brand building, relationship building, sales, thought leadership and/or lead generation, a consistent flow of valued information to your target audience is critical. Marketers use a variety of outlets to disseminate content and just like media there needs to be an integrated approach as everyone consumes information differently. Although videos and in person events can be more impactful, in many cases it doesn’t take much longer to repurpose a case study to an eNewsletter to a blog to a social media post.

Do you have a dedicated person overseeing your content management strategy?

Fact Source: Advertising Age : B2B Marketing Fact Pack

Schifino Lee - 11:08 am December 20, 2013

Schifino Lee’s 55 Random Acts of Merry

Ah, the holidays. The busiest, most stressful time of the year. But what if we put that craziness on pause to embrace the real spirit of the season? Made time for small acts of kindness (a warm shot of “merry”, if you will) to friends, family, even strangers? It might start with something like this — 55 simple, offbeat, and most definitely random ways to share a little goodness, courtesy of your friends at Schifino Lee. Try a few and spread the word. Trust us, you’ll be glad you did.

http://www.actsofmerry.com/#

Schifino Lee - 9:55 am September 24, 2013

Traditional TV: People are still watching. A lot.

These days it may seem like digital media has taken the world by storm. And while it is on the rise, Nielson is reporting great news when it comes to traditional television. 

As we become more streamlined in to the digital world, studies show that live audience numbers for TV have increased. What does this means for you? Two words: HUGE EXPOSURE. Even since incorporating added viewing options (ex: DVR, online streaming, mobile usage, etc.), total TV viewing has actually increased by nine hours in the past four years—a number that has nearly doubled. According to Nielson, within the first quarter of 2013 TV still remained the top form of media in monthly usage of various platforms for video viewing, accounting for 92.5% of all viewing.

While media formats, such as YouTube, seem to have “caught up with TV” boasting 1 billion users who consume 6 billion videos per month, these figures only represent a niche of visitors and video usage “per month for the whole world,” not the daily TV ratings provided by Nielson for the U.S. When translated in to numbers that could be compared to Google data, it was estimated that monthly worldwide TV viewing would be about 600 million hours, or 100 times the actual consumption of YouTube.

With the progression of the digital age in full swing, traditional TV has still proven to be a powerful media tool and comes highly recommended for your media mix. To discuss the optimal media mix for your brand contact our Media Director, Nordin Benhalima at Nordin@SchifinoLee.com or 813-258-5858 x236.

 

Schifino Lee - 12:30 pm June 26, 2013

Add some DAZZ to your home

When customers buy most household cleaning products, 90% of what they pay for can be water and packaging. Years of experience with concentrated cleaners in the industrial market taught David Shahan, President of SunState Labs, that there must be a better way.

That was the catalyst that motivated him to invent effervescent cleaning tablets. Once Mr. Shahan realized he had a product that could transform the way people buy household cleaners, he engaged Schifino Lee to create a name, look, and personality for his invention that would inspire retailers and customers to try it and buy it.

“The entire team at Schifino Lee has done a remarkable job taking my product from a simple idea, to a vibrant new brand capable of going head-to-head with the industry giants,” said Mr. Shahan. “They exceeded my expectations throughout every phase of the branding process.”

Schifino Lee created a brand strategy and integrated marketing campaign that includes the brand name (DAZZ), logo design, package design, website development, public relations, social media, and consumer advertising. The campaign will be used to position the new cleaning tablets, called DAZZ Cleaning Tablets, as a smart, affordable, ecofriendly alternative to existing household cleaning products.

“When it comes to CPG Schifino Lee has a strong track record of developing compelling brands that speak to audiences, exponentially elevating returns. Dazz’s unique product offering, brand position and packaging puts it on solid ground for success,” said Paola Schifino, Principal and Co-founder of Schifino Lee.

“I was able to invent a cleaner that offers people a better product,” observed Mr. Shahan. “Schifino Lee was able to invent a way to show that DAZZ has the brains and beauty to compete against leading brands, at a fraction of the cost.”

Like DAZZ on Facebook by June 30th and receive a starter kit of your choice. Learn more about DAZZ on DazzCleaners.com, buy DAZZ Cleaning Tablets on Amazon, and follow them on Facebook, Twitter and Pinterest for special offers. Share this email with a friend, and please ask your local retailer to start carrying DAZZ so it’s more convenient for you to purchase where you normally shop!

Josh St. Aubin - 2:31 pm June 21, 2013

Instagram or Vine: What’s the Right Choice?

Almost immediately following Instagram’s announcement that it added video recording capabilities to its already popular app, the debate over Instagram vs. Vine started heating up. But as we listen to the arguments over which platform we should embrace and choose to evangelize to our clients, I have to ask the question, why can’t both win? After all, how many other social platforms have been declared dead when something new is offered only to continue finding success in spite of what the “experts” said?

Facebook, Google+ and Twitter have all at one point played each side of this victor becomes victim scenario, and now Vine joins the list. But each time we come to learn that each of these tools speaks to a specific audience that identifies and fills a need within a vast and very diverse space. We tend to think in absolutes, where there always has to be a single great option. The fact is that people are not absolute. They don’t come from one mold and no one thinks, acts or makes decisions the same way. Instead, the challenge needs to turn to finding the best way to use each tool to create engagement within each of these audiences. Just as developing content for Facebook and Twitter is very different, I believe we’re going to find the same to be true with Instagram and Vine. There may be some overlap, but I think there are huge advantages to be found within both channels, and I for one am very excited to see how these endeavors unfold. This doesn’t have to become the Pepsi vs. Coke, Chevy vs. Ford, Mac vs. PC, cat vs. dog debates of the past. The brands that embrace the people that truly love both will be the winners.

Amanda Koenn - 2:24 pm April 15, 2013

ROI of Social Media – Can you Measure It?

This has been a very hot topic with the ever increasing interested in Social Media for businesses.

Social Media is an opportunity to get on someone’s radar and let that person know you’re cool, smart, funny, interesting and valuable to have around. Continuously providing valuable content keeps people coming back, increases trust in your brand and attracts visitors to your website. Once people get to know you better, they may even tell their friends about you!

That’s the value of social media – the potential to create a new relationship where there wasn’t one before. And then the ability to repeat that process over and over.

Coming up with the dollars and cents of your campaign is virtually impossible to nail down because there is guesswork involved. But, you can look at your analytics to see the number of referrers on your site that came from Twitter or Facebook or the amount of coupons given away in a Facebook offer. You can also look at trends. For instance, did your website experience a spike in traffic soon after you posted on Facebook?

Like any other marketing tool, social media requires strategy, planning, content development and continuous monitoring. If you’re thinking about launching a social media presence then it is imperative you get educated on the various tools and methods that are available or hire a professional to help you handle it.

Ben Lee - 9:13 am January 24, 2013

Is Social Media a recipe for success for B2B?

Recently, there has been a lot of talk about social media. But does it work for B2B companies? It seems anytime social media is mentioned in B2B circles, people scoff because they have this preconceived notion that social media is all about teenagers and Facebook. Wrong!

Little do they know, studies have shown that B2B companies with an extensive social media presence report ROI more than four times that of companies with no social network engagement. Think LinkedIn, online communities, surveys and YouTube demos.

With these kinds of results, you would think more B2B executives would be on board—but they’re not.  In fact, almost 43% of B2B CEO’s never even considered social media.

Why not? Maybe it’s because B2B buying decisions are bigger than most B2C decisions.  Maybe it’s a risk-averse reaction to reputational concerns and online relationships. Clearly extensive research must be done before any major purchase is made.

Ironically, social media can aid those B2B decisions.  Social media allows for engagement between individuals and it humanizes a company—it can help establish and deepen relationships with customers and vendors. Having the power to receive instant feedback and answer questions or concerns with a potential client should be reason enough to give it a try.

Not to mention, all of the different social media platforms will help improve your search engine rankings on Google.  I would say that’s a serious perk.

Josh St. Aubin - 11:42 am December 6, 2012

Social Media Isn’t a One-Night Stand

Many brands fail in the social landscape because, while customers are looking for a long-term relationship, brands are looking to score right away. In many ways, social media is the courtship phase of a new relationship. You have to focus on listening and getting to know the other person – what they’re looking for in a partner, their wants and needs. It’s understanding what they’re looking for from you, what they expect from you, to keep the relationship alive for the long run and not just what you’re willing to do today while everything is still fresh and new. It’s giving without asking for anything in return. You can’t build a solid foundation for a relationship by constantly asking for favors. You have to send flowers, open the car door and watch the occasional chick flick. You can’t just show up in a beer stained tank top with a bag of pork rinds and expect her to fall all over you.

Gary Vaynerchuk explains it as, “Everyone in social-media marketing is acting like a 19-year-old. You’re trying to close on the first transaction. Too many businesses are looking for rapid monetization from their social-media marketing efforts, acting like a hormone-induced teenage male with his prom date. Instead, take it slower.”

Although the comment that “content is king” has become very cliché, it’s still one of the most important aspects of beginning a new relationship through social media. These days, there are far too many options in the world to just settle for mediocrity. There has to be something of substance there, something that your customers can embrace or find value in, that make entering into that relationship worthwhile for them. You have to earn that “Like” or “Follow” – they’re not just going to give it to you. Personally, I check the feed to see their past history – what kind of content they have put out previously and how often they make updates. Do I find value in entering into this relationship? Believe me, your customers are doing this too.

Don’t think you can just coast after entering into this new relationship – it’s up to you to maintain it. Keep the fire stoked and the intimacy alive. Give your best, give often, listen, respond and stay active in the conversation to show you care more than you demand and you’ll be amazed at how much more willing your customers are to give back once you finally ask something of them. Learn from what they like, share and comment on, and adapt the conversation accordingly, but be genuine. Don’t be afraid to reach outside of your comfort zone and give them access to the part of your world that not everyone gets to be a part of.

To be successful in social media, you can’t monetize every click, or focus on the ROI of every impression. Understand that many people will already have preconceived notions of what you expect based on their past relationships with other brands. Maybe they’ve experienced a needy brand that bombarded them with requests or was burned by another that never listened. Be different. Don’t focus on immediate results, but remember that you’re building value, retention and a life-long relationship. Take it slow and the prize will be sweeter. These are your brand ambassadors and hopefully your life partners.

Schifino Lee - 9:21 pm March 16, 2012

Follow us on Pinterest!

Just like the rest of the world, we have taken an interest in Pinterest! This invite-only website hit 10 million U.S. monthly unique users faster than any independent site in history and has increased their daily users by 145% since the start of 2012. And this mega hit website is run by just 16 employees. We hope their coffee pot is never empty.

So what exactly is Pinterest? Simply put, Pinterest is organized randomness. It is a random assortment of images and videos called “pins” that are shared by users who organize their own pins into categories called “boards.” Currently, the most popular topics in the U.S. are crafts, gifts and special event items, hobbies and leisure, interior design, and fashion designers and collections. The real genius behind this site is each photo is linked to a website where the pinner grabbed the photo from. If you click on a gourmet pasta dish, you will most likely be taken to a website that lists the ingredients and recipe. If you click on a gorgeous little black dress, odds are you will land on a website where you can add it to your shopping cart. Anything that you can imagine – from painting your house to organizing your wedding – is pinned and repined thousands of times each day.

Pinterest’s mission statement is to “connect everyone in the world through the ‘things’ they find interesting.” and companies are starting to take advantage of this site to promote their own products and information about their company. For example, Chobani yogurt has 18 boards where they post everything from breakfast ideas to exercise inspiration to creative photos of Chobani-based dishes. It is like advertising without the overwhelming, “THIS IS AN ADVERTISEMENT” message and feel being pushed at you.

We decided to give it a try! Schifino Lee recently created an account and has created six boards to showcase our advertising and PR work across all media. Make sure to check us out! http://pinterest.com/schifinolee/

Schifino Lee - 2:59 am October 5, 2011

Social Media vs. So What Media

Fantastic Adweek piece (http://www.adweek.com/advertising-week/are-we-cusp-social-blindness-135427) points out that most marketers treat social media as if it were cheap broadcast media.

Audiences are tired of that. Businesses need to create relevant content and participate in genuine conversations – not mindlessly use social media with a short-term transactional mentality.

True social media is about building an emotional connection, not selling a transactional promotion. The best news comes at the end of the piece. When brands do the right things with social media, it is a powerful way to build equity and create measurable value.

We would love to learn from your experiences… Who is creating social media that is authentically social, and who is churning out social media that is merely “so what media?”