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© 2017 Pidgeon Social

Author: Greg Moore

Pidgeon Social / Articles posted by Greg Moore

“They’re NEVER Getting a Vehicle Again” – Why Corporations Need To Adapt When Working With Influencers

I'm Greg, from the duo Justin and Greg. We make content here in Saskatchewan on a daily basis. Yes, as everyone seems to ask us when we meet, this IS what we do for a living. Now, as ‘luck’ would have it, there are times as content creators when you get to work with the big shiny national/international brands. Imagine if you’re building a business by taking Instagram photos of yourself in fun outfits (this is not what we do with Justin and Greg!), and a supplement company reaches out and says they want to partner with you. You would lose your mind because what this usually means is you're about to get PAID by the big leagues! It’s a dream come true, and it happens on the daily all over the world in this new digital universe we all live in. (Notice the #Ad in this post? This is becoming a lot more common place now, as people begin to want to know when someone is being paid to promote something.) Well guess what! Just a few weeks ago, one of the national automobile dealers found out about what we’re doing with Justin and Greg and wanted to work with us! This was our moment to showcase what we could do for a big brand. We were excited. We were ready! This was going to be amazing. Narrator: It wasn't. A Crash Course on Influencer Marketing Let’s take a moment and talk about Influencer Marketing for those who need to be brought up to speed. Influencer marketing is the marketing and advertising buzzword of 2017 & 2018 as dubbed by me. There isn't a problem that influencer marketing can’t solve: Want to target high-school kids with your service. Ask an influencer. Trying to make your product seem hip and cool? Ask an influencer. Need someone to open a stuck jar for you or butter your bread? Ask an influencer! When speaking plainly, “influencer marketing” is when a brand/company/organization teams up with someone who has a large audience of their own, and get them, whether through payment, experience or through product, to feature something they want to promote. Decades ago, the only people with audiences outside of traditional mediums were celebrities. Now through the internet and social it can literally be anyone, which is great if you’re trying to target a specific demographic that can be hard to get traction in – *cough like Saskatchewan. It used to be a lot less obvious than...

The Attention Olympics

The pace at which social media is developing is astronomical. You can wait 24 hours and the value a platform once carried can plummet. Don’t believe me? Just ask Snapchat what it felt like for Instagram to launch their ‘Stories’ feature. Instagram Stories haven’t even been out a year but they have over 250 million daily active users to Snapchat’s 166 million. And so, it’s a weekly discussion in our office about which platforms currently hold the most ‘value’ in terms of attention for businesses. It’s an interesting question because every business, audience, and circumstance are different so there’s never a ‘one size fits all’ solution. BUT there are some bona fide leaders in the attention world.  And so, we created the Attention Olympics, a monthly update about the value of certain platforms as they pertain to a business. It’s an interesting list, and one we hope you have an opinion on.  In your experience, how would you ‘rank’ these platforms today?...

The Big Bad Banner Ad

There’s nothing I love more than browsing the net and admiring all the beautiful big box ads that follow me around on every page. In fact, I really think seeing various leaderboard ads (those long banner ads at the top of the page) make webpages more unique and give me a reason to return; I’m SO curious who will show up there next to have my undivided attention. Who will have the honour to count me as an ‘impression’ for their metrics? These are the thoughts of mad person. No one in their right mind enjoys banner ads when they’re browsing the net. They end up being a necessary evil, because they help sites get money and allow us to keep having free access to whatever we’re viewing. What I think is SO hilarious though, is when I’m talking with people about banner ads and their effectiveness, I always ask: when’s the last time you clicked one? Crickets* Because, the VAST majority of us, (and by vast, I mean all) don’t click on them. We find them more invasive and petty than we do valuable. AND YET, every one of those ‘impressions’ we represent are ending up on someone’s report as a success metric. A friend of mine recently shared this story from the NYT about Chase Financial, who at one point investing in an ‘Ad Placement Network’ where Chase’s  banner ads are served on thousands of different websites selected based on the content of said site. It makes sense in theory, because if you’re targeting me for something, for example, technology related, you can follow me around the net with your ads by serving it on tech sites. The problem Chase ran into was their ads were being shown beside some VERY suspect content. When they investigated, they found that they were serving their ads on over 400,000 different sites - many of which were not vetted by humans eyes. So Chase pulled their ads from almost all those sites, choosing instead to serve their ads on only 4,000 human-approved sites. And guess what happened to their performance on these ads? Nothing changed. They had the same performance on these 4000 sites as they had on 400,000. And while Chase seems to be pleased with this, choosing to view the other 396,000 sites as ‘ineffective’, I choose to read between the lines: BANNER ADS DON’T WORK! It kills me to read articles like this and hear stories about the ‘millions of impressions’...

“Trust Me” – Every Brand, Ever

Remember that scene in Aladdin where he's trying to convince Jasmin to go on the magic carpet ride?   [embed]https://youtu.be/kkwMEwenaQQ[/embed] Aren’t brands offering us the same thing all the time?  But instead of earning our trust like Prince Ali they come across like a riff rat street rat we want nothing to do with. We need to talk. Trust.  It can take decades to build and can be lost in a moment. And it’s something ALL brands strive for, because in the end, it means they have loyal customers who see their value. And that means sales. Recently, I asked my network about the brands that they trust.  The brands that they would consider their ‘friends’. Because we all have them, right? The response I got was overwhelming.  As it turns out, we REALLY do trust brands.  Here's a small sample of what I received: Toyota because they last forever and hold their value Costco because of their return policy, and how they stand behind their products Carhartt for work clothing and because it lasts the longest Patagonia lasts forever, and they care about the environment Blundstone boots are comfortable and quality made Levi’s Jeans have generations of quality McDonalds does a great job at managing expectations. Isn’t it weird to think that you TRUST Costco, like you do your friends or family? (But I mean come on, with a return policy like that, you’re crazy NOT to trust them, right?) These brands have won the battle and have created customers who will come back time and time again. And so, the question your thinking is, how do we get our businesses to this point? "Work, work, work, work, work, work" - Rihanna "Ya but Greg, we don’t have the resources of Toyota, the project management operations of McDonalds, the cash flow of Costco etc." Neither did they when they started. These brands have built from scratch, the empires that they are today.  They worked tirelessly to get people to trust what they were saying.  And once their customers tried what they were offering, they kept giving them reasons to come back again, reminding them - as often as they could - about the value of their product, service, and how it applied to them. So why, if empires are built through conversations with customers (which entails a lot of listening) do we spend so much money pushing (talking) through advertising? Where’s the listening, hearing, understanding, and conversing budget in your media buy? Where's the emphasis on...