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Social Media

Pidgeon Social / Social Media

Most Companies Don’t Have the Courage to Be Good on Social

In this new social media world, you simply cannot create great content without RISK. Here's the problem: on social, you're not just competing against competitors for your customer's attention. You're now competing against absolutely anyone and every thing that has the ability to create content. Facebook's algorithm does not care one bit what you think of your content. Facebook's algorithm does care what your audience thinks of the content. If the audience isn't sharing, commenting, and liking it, they'll show them someone else's content because they want them to enjoy their time on Facebook - not be bored by your boring, self-serving posts. And all the other platforms are following suit. This means your company's social posts have to go toe-to-toe with highlights of everyone's favourite sports teams, scantily-clad fitness models, hilarious Jimmy Fallon clips, seemingly-millions of vloggers, delicious Tasty recipes, stand-up comics, painful fail compilations, or the endless drove of wild news that this world generates. If you can't go shot-for-shot with this kind of content, your only hope is to try and force people to watch your content through ads - and that just kinda sucks the life and good equity you get out of great social content. Now, I believe Facebook is still the absolute BEST advertising platform out there (when you actually do it right) because it's still so under-utilized, but ads are very different than real, fun, shareable, conversation-starting social media content. Look at what Nike did this week with Colin Kaepernick - whatever side you land on that argument, their brand was front-and-centre in an INSANE amount of conversations on social. Look at Wendy's USA Twitter account which has been featured so many times across the internet and built almost 3 million loyal, engaged followers. Then compare it with Wendy's Canada which is sooo boooooring. Look at dbrand which entered the MASSIVELY over-saturated world of phone cases and wraps and has been DOMINATING. All because of hilarious - at times, offensive - personality online. I bought 4 wraps from them without needing any because I loved their Twitter account and then found out they have some cool products. Look at the last Blockbuster - yes THAT Blockbuster where you can still go in and rent movies. It's defying all the odds, largely because of it's hilarious online persona. Locally, the companies we see CRUSHING IT with their communities win because they decided who they are, they be that unabashedly, and their followers LOVE it. It's not about this insane, high-end production - it's just authentic and FUN, chalked full of personality. The interesting thing...

Netflix is Disruption Royalty

Remember when we wanted to rent a movie how we would have to get into a car and head to the local video store? How we would rent a physical DVD or if you're from WAY back, a VHS (not sorry beta-max people)? It was a lot of fun to saunter down the halls of my local Blockbuster trying to get myself and four other friends to agree on a movie. Nowadays, the same thing happens in the comfort of our own home when it comes to choosing what to watch on Netflix. Netflix, is one of my favourite case studies. They have disrupted their industry, not once, or twice, but now three times, and I'm sure there is more to come. They are disruption royalty. If more companies approach their industries with the kind of tenacity they did, we might have more innovation in the world today. And we all know that innovation drives progress. So how have they approached disruption, and in doing so changed their industry three times? 1) DVD Mail Rentals.  Long before the era of internet streaming there were countless video rental stores. It was accepted that if you wanted a movie to watch on a Friday night you would brace the chaos at your local movie store, hoping there was one last copy of Lion King left to rent. But Netflix thought about this situation differently. They said to themselves, "What if instead of asking people to go to a store to rent movies, we shipped them movies through the mail?" Netflix could get access to a lot of movies that were not really "A-caliber" films but people didn't care in the end. Customers had access to a vast array of films that would be conveniently delivered to them. And no late fees.  And what Netflix learned throughout all of this, was which films its customers liked. Which is huge because through that they could recommend which films they will like but haven't seen yet. And thus, we got a glimpse of Netflix's secret weapon - their algorithm for recommending films. It was, and still is, this algorithm that customizes our movies options to our liking, which is the most valuable piece of technology at Netflix. They created a great following through their mail DVD rentals and were so successful, at one time they became a significant portion of the US Postal service deliveries! There focus was speed, so they continued to open distribution centres all over America,...

Doing the Impossible is Easy: Fail. A Lot.

his seems to be a question we get a LOT these days: How the (random expletive) did YOU GUYS end up being on the jumbotron in Vegas as the intro for the Stanley Cup Finals?! And no, we're not hurt by the shock that it's us who did it. We agree. It's insane. Two guys from their basement in Regina, Saskatchewan, Canada, record a video that the entertainment capital of the world uses for the last game of their cinderella run to the Stanley Cup. Not Cher. Not Britney. Not Thunder Down Under. Justin & Greg. https://www.facebook.com/JustinAndGreg/videos/2035124356506564/ Leading the charge on the "KnightTron" and also in the locker room for the players stepping out on the ice. While definitely one of the most-incredible things we've ever been a part of, if we gave you the exact blueprint to replicate it, I'm not sure you'd take it. Because it requires failing. Publicly. A lot. Between the two of us, we've put out somewhere in the neighbourhood of 600 videos over the past 3 years. One of those has been on a jumbotron and 599 of them haven't. Now, there's been some other heavy hitters in there like Rural Uber with 10 million viewsthat the CEO of Uber loved, Rural Directions with 3 million views, FUN interviews with professional athletes, politicians, TV stars, and more. But those are the exception, not the rule. How about the time we tried to get Gerry Dee, a high-profile Canadian comedian on our show? We spent all day making a video and bought $400 in VIP tickets, only to have security stop us at the door coming in and say, "Justin and Greg?" (we thought we were IN!) "There will be no cameras, no filming, don't talk to Gerry, we know where your seats are, and we're watching you." https://youtu.be/krzD0QTC7Dk That was embarrassing. Or how about us spending DAYS making a tribute rap video to L.A. Gear, writing the lyrics, recording the raps, filming, and editing - oh, and yes, hundreds of dollars in L.A. Gear shoes. It's got a coooool 245 views on YouTube and just over 5,000 on Facebook - most of which came from us spending money on ads. https://youtu.be/35J0V64wkGw Take that, world. Even going back to my first ever VLOG. It's bad. Like, real bad. Blurry, out-of-focus, no story, I can hardly talk to the camera. Not a good effort. But I published it anyway. And that's the crux of finding "success". We often only see those highlights because they're the ones that make the news. There's always so...

“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...

2 Videos. 10 MILLION Views. 0 Dollars Paid. 3 Keys to Video for Social.

People say really silly things like, “Facebook is pay to play.” or “Organic reach is dead.” Meaning, if you want your followers on social to see your posts, you have to money behind them because, otherwise, Facebook won’t show the posts to anyone. Even now, on July 10, 2018, nothing could be further from the truth. Case in point: on June 22nd, our Facebook Page had 6,760 followers. We posted two videos that day on our Page. One of the videos reached 190,337 people. The other one reached 20,222,068 people. Advertising dollars spent? Zero. It was ALL organic reach. Now. Do all of our posts do this? Absolutely not. But have we had lots of posts do 10, 20, 50, or 100 times our following in organic reach? Yeah. Because we’re starting to learn some secrets on how to “beat the algorithm”. The good and bad news: it’s not rocket science. Here’s what we’re learning: 1. If it looks, smells, feels, sounds, or even gives the smallest waft of being an ad, it’s not going to fly. Ok, you can probably find 10 examples in the world that would make this statement un-true, but forget every one of them. Because the money, time, and resources you will spend trying to make your ad go viral will never return on that investment. Rather, focus on this simple truth: It’s Not. About. You. Your video needs to be about your audience and not about you. In 2018, people do not have to watch ads — most are lazy so they suffer through some, but the universal truth remains: Nobody wants to be advertised to. Just ask everyone what their favourite button on all of the internet is: SKIP AD. “So why would I create a video that isn’t about me and my business?” Because people want to do business with good people. And when you make videos that are genuinely entertaining, funny, helpful, and gives more to the person watching it than what is perceived to be taken by the business putting out the video, you create an intensely valuable resource: leverage. People start thinking, “Wait, this business isn’t asking anything in return in this video”, they actually start believing that you might live up to all those nice things in your Mission, Vision, and Value Statements. I.e. you’re more interested in long-term relationships than short-term transactions. Newsflash: relationship-based content flies REAL well on SOCIAL media. And if you need to advertise, social is a great platform for that, too — just don’t approach it like content. Treat it like...

Is Facebook Organic reach down? Not yet. It’s just being reported more accurately.

We're AMAZED how many people say Facebook is "pay to play". It's absolutely not. Now, if you're trying to sell either yourself or your services to people, then yes, it is. Because that's an ad - even if you're trying to hide it in a post with a great photo or clever copywriting. And people don't want to be advertised to on social. But when you invest the time and resources to consistently create content that puts your followers first, and you deliver it in a way that's entertaining, engaging and adds VALUE to their lives - without them having to buy your products or services - your organic reach (how many people see your posts without you paying) will be just fine. (that run-on sentence on the other hand...

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...