Category Archives: Digital

Laurel vs. Yanny: Brands React

An audio clip took the internet by storm this week, described by many as the second coming of the white and gold or black and blue dress phenomenon.

Some listeners hear the word “laurel” and others are hearing “yanny.” The audio hotly divided the GroundFloor Media and CenterTable offices as we declared our undying loyalties to #TeamLaurel or #TeamYanny. Yesterday, the New York Times even developed a tool to change the frequency of the audio clip so readers can hear both “yanny” and “laurel.”

We thoroughly enjoyed watching different brands and celebrities seize the viral moment to weigh in on the debate throughout the week. Read more after the jump…

Animation Brings Tricky Topic to Life

Since 2015, GroundFloor Media and CenterTable have been proud to work on the Be A Smart Ash campaign. From naming to website development, campaign launch to ongoing education and awareness, the agency and client teams continue to thrive with this highly integrated campaign. With our next step, we will be bringing animation into the fold.

In fact, Be A Smart Ash recently earned the Ragan’s PR Daily 2017 award for Best Location-Based Campaign, adding to national industry kudos earned from the National Recreation and Parks Association (NRPA) late last year.

How to keep up momentum

Three years into the campaign with emerald ash borer (EAB) still not identified in Denver, the team realized that focusing on awareness for the third year in a row could cause consumer fatigue. And with growing awareness about EAB came an increase in questions about just how to combat the pesky pest. So, the team decided 2018 was the perfect time to pivot to an action-oriented message focused on treatment options, just in time for prime treatment season.

Read more after the jump…

Facebook’s Algorithm Updates: How We’re Being Affected

Facebook metrics chart with organic and paid data

The ever-changing world of Facebook metrics.

In January, Facebook announced it would be prioritizing content from “friends, family and groups” in our news feeds. Of course, this caused a collective freakout from those of us who manage brand pages.

What does it all mean and how is it affecting reach and engagement for brands? After monitoring and analyzing three months of data, here is what we’ve found with our clients: Read more after the jump…

Pairing Social Media with Action Ends Slacktivism

Photo of Social Media Icons on a Mobile Device | Pairing Social Media with Action Ends Slacktivism

Slacktivism is a term coined years ago to describe support of a political or social cause that involves as little action or personal effort as possible, such as signing an online petition or sharing a tweet but little else.

Many viewers tuned in to witness a moment in history on March 24: The March for Our Lives and its 800+ sister city marches across the country. Alfonso Calderon, Sarah Chadwick, Jaclyn Corin, Emma González, David Hogg, Cameron Kasky, Alex Wind, Delaney Tarr and Ryan and Matt Deitsch have a common denominator; they survived the Marjory Stoneman Douglas High School tragedy in Parkland, Florida in February. They also galvanized to change the typical social and legislative narrative that occurs after every mass shooting in America; an echo-chamber of divided voices demanding gun control legislation versus passionate protectors of the Second Amendment.

Social media to recruit a community around an issue

Activists share statistics about the amount of funding various politicians have accepted from the National Rifle Association. The conversation burns hot and angrily for a few weeks and then subsides until the next mass shooting. The current narrative is different. So how did a small group of teenage students force a sea change in the hotly debated gun control conversation? They started with social media but didn’t stop there.

In the hours that followed the shooting, Cameron Kasky posted the following to his personal Facebook: “Working on a central space that isn’t just my personal page for all of us to come together and change this. Stay alert. #NeverAgain.” His hashtag spread like wildfire, accompanied by another: #EnoughIsEnough. Kasky and his peers quickly formed Never Again MSD, a student-led organization that advocates for tighter weapon regulations to prevent violence.

Slacktivism meets its match

The Parkland activists have effectively circumvented any trace of slacktivism around their cause by powerfully pairing information shared from social media with real action. Since the tragedy at their school occurred, they have:

    • Stayed in the news cycle by offering daily interviews with press from across the nation.
      Effectively utilized Twitter less than a week after the shooting to organize a large march on the Florida State Capitol in Tallahassee to meet with state lawmakers and vocalize their demands for action against gun violence. “The news forgets very quickly,” Jaclyn Corin told Vanity Fair. “We needed a critical mass event.”
    • Shared the call to action to support new legislation via a #NationalSchoolWalkout on both March 14 and plans for April 20, the anniversary of the Columbine shooting.
      Written handfuls of personal op-eds in major publications like the New York Times and Time Magazine.
    • Inspired triple-figure donations for their cause from celebrities such as George and Amal Clooney, Steven and Kate Capshaw Spielberg and Oprah.
    • Remained focused. Naysayers and skeptics billing David Hogg’s activism as crisis acting didn’t phase him. They amplified his following. “These people that have been attacking me on social media, they’ve been great advertisers. Ever since they started attacking me, my Twitter followers are now a quarter of a million people. People have continued to cover us in the media. They’ve done a great job of that, and for that, I honestly thank them,” Hogg told CNN.
    • Leveraged Twitter, Instagram, email lists and public records of contact information of representatives to pressure the Florida Legislature to pass the Marjory Stoneman Douglas High School Public Safety Act on March 9.
    • Obtained a public permit for Pennsylvania Avenue and publicly organized the March for Our Lives in Washington D.C. on March 24. The turnout was estimated between 1.2 and 2 million people. This makes it one of the largest protests in our country’s history.

Researchers are quick to cite the general affluence of the Parkland community and the students’ inclusion of racial minorities as two other factors in the success of their campaigns. Most agree that the true differentiator for Parkland has been the action that backs up their mobilization on social media platforms. The activist and suffragette Marjory Stoneman Douglas, for whom the school is named, recognized slacktivism years ago. She wrote, “Don’t think it is enough to attend meetings and sit there like a lump…Speak up. Learn to talk clearly and forcefully in public.”

As my colleague Barb wrote back in February, “No matter what your views are on the 2nd amendment, it’s hard not to take notice of Generation Z, and how they’re using all the communications tools available to them to speak out, and perhaps make a difference.” As user behavior on social networks continues to evolve, it’s apparent that efforts to reach individuals and drive “action” must also innovate and evolve to achieve tangible results.

SXSW 2018: Lessons From Westworld’s Unforgettable Experience

Westworld at SXSWSXSW Interactive is inherently about digital communications. How, as individuals and marketers, we use social media, smart phones and digital advertising to connect, one-to-one or one-to-many.

But the prevalence of these digital tools and our reliance on them to reach large, hopefully targeted, audiences at scale has caused brands to lose touch with the importance of creating experiences that their fans can share both online and off.

Read more after the jump…

CenterTable @ SXSW: 2018 Preview

SXSW 2018GroundFloor Media and CenterTable are once again heading down to Austin to attend the 2018 South by Southwest Interactive (SXSWi) conference. Beginning Friday, March 9 and continuing through Tuesday, March 13 Adrienne Schafer and I will be hitting up as many sessions, panels, brand activations, concerts, networking events and food trucks as we can possibly stomach, and reporting back here on the GFM/CenterTable blog and a variety of social platforms.

The conference has changed quite a bit since we started attending seven years ago. The days of interactive sessions following a strict marketing and social media theme are long gone, replaced with niche programming tracks like health & wellness, sports, food and fashion as well as technology-focused trends like virtual reality, augmented reality and artificial intelligence (we really are living in the future, aren’t we?). But the thread that weaves all these “interactive” subjects together still remains communication, interaction and the place where brands and individuals meet. Change was inevitable as SXSW has grown, but it’s still an experience that can’t be found anywhere else.

Read more after the jump…

How To Make Your Data Dashboard Actionable, Not Recyclable

Pretend you’re driving along and you see a light on your dashboard. dashboard tire pressure symbol It’s the tire pressure alert symbol. It doesn’t tell you which tire has a problem, if the air pressure is too high or too low, or how quickly the pressure is changing.

Is it an emergency? Do you have a flat because of a nail? Is it just cold out and a little driving will be fine?

Recycling BinYou pull over, check the pressure in all four tires and find they’re all ok and still, there’s that darn symbol. Ahh, you remember the spare. That must be the problem. So it was definitely not an emergency, and checking the spare was the last thing on your mind.

A more effective car dashboard might have a diagram of your tires that lights up to tell you which one is low; it might even have a red/yellow indicator to show whether it’s a slow leak, a severely low tire or a puncture, losing air fast. Read more after the jump…

Google Ad Grants Changes in 2018: What Nonprofits Need to Know Now

Early this month Google is rolling out some pretty drastic changes to the Google Ad Grants program, which provides up to $10,000 per month in free ad spend on the Google search network to 501c3 nonprofit organizations.

It’s clear by the nature of these changes that Google is making a major push for quality. According to Google, these policy changes are intended to “raise standards of quality for our free advertising grants” program which currently serves more than 35,000 nonprofit organizations.

Here are the major account management changes nonprofits need to know about – and act on – now:

Increased Click-Through Rate Requirements

Read more after the jump…

A Case for Animation & Motion Graphics

A Case for Animation & Motion Graphics | CenterTable Digital AgencyAnimation and motion graphics provide an alternative method of storytelling that lights and cameras might not always be able to. Whether it’s quantitative data and graphs or bouncy shapes and vectors, animation offers limitless creativity to implement and communicate visual ideas. There are several key benefits to implementing motion graphics into your video marketing strategy.
Read more after the jump…

5 Videos You Might Have Missed This Year

Regardless of which side of the aisle you sat on, 2017 was pretty incredible. This year found itself embroiled in some of the most polarizing cultural, political and technological developments the world has ever seen. In a society increasingly connected in a web of social media outlets and platforms, we were collective witnesses to moments that defined humanity, and moments that divided it. Ad agencies, news outlets and production companies naturally responded to the ebb and flow of the cultural mainstream and its socio-political undercurrents by producing increasingly relevant, provocative and entertaining content.

As director of media production at CenterTable, I am always on the lookout for the latest and greatest in media and advertising. This year I compiled a list of 5 social videos produced in 2017 that stood out to me in technical prowess, innovation and boldness. This list includes everything from social media ads to TV commercials. Let’s dive right in (in no particular order).

Read more after the jump…