Tag Archives: groundfloor media

Apple’s Winning Twitter Strategy

During this month’s Apple Event, when Apple announced new product releases for the world to drool over, Twitter felt more like a farmers market than a social media platform. As a Project Fi advocate, images of a sleek phone with a technicolor screen didn’t do much for me. What did catch my attention was Apple’s use of Twitter advertising strategies to promote and ultimately own their #AppleEvent.

Apple’s Paid Media Wins   

The most impressive aspect of their recent media push was their paid strategy. Instead of buying placements across multiple platforms, they picked one digital platform that’s highly relevant to tech lovin’ early adopters and focused their paid social efforts there. According to Digiday, they purchased a promoted trend, “like a reminder” custom placement and promoted tweets. This single platform focus demonstrates confidence in both their audience and the platform, which is prime advertising real estate for events, trends and conversations.

They also took time to create promoted tweets in 12 different languages, like the example below. This further indicates that they know their target audiences and want to connect with them through a relatable experience.

Apple’s Owned Media Misses  

In my opinion, a big missed opportunity for Apple was its continued organic silence on Twitter. They have never tweeted and an #AppleEvent didn’t change that organic strategy. Over the years, organic social media content has seen a decline in reach, causing a decrease in engagements. Typically when we run digital advertising campaigns, we see an increase in profile traffic and engagement, indicating that the most engaged members of the audience want a place where they can engage with a brand immediately after seeing an ad. By not tweeting organically, Apple missed out on organic reach and engaging with superfan conversations.

Apple’s Earned Media Love

Last week’s paid strategies directly impacted their earned media love. Promoting a trend was a brilliant idea, which gave #AppleEvent extra exposure and probably greatly impacted usage and engagement, like this user’s tweet:

What did you think of Apple’s Twitter takeover last week? Did it inspire you to join the conversation, or better yet, pre-order an iPhone XS? Let me know in the comments below!

Olivia Ward is a Director of Digital Strategy at CenterTable, where she creates digital marketing strategies that make client dreams come true. She has more than 10 years of experience helping brands find and target their audience IRL and digitally.

Preparation Key During a Public Relations Crisis

Brand responds to media questions and manages reputationIn the world of crisis communications, preparation is the key to maintaining a solid reputation.

Companies and organizations must be ready with a solid strategy – developing messaging for each audience, monitoring, social media and a streamlined approval process – and make the right decisions during a crisis. Forbes recently asked some communications experts for advice on how to handle communications during a crisis.

Here are some of the highlights that should be incorporated into a crisis response strategy: Read more after the jump…

4 Ways to Optimize Working In-House with Clients

Tennyson Center for Children

GFM’s Amanda Brannum spent time working in-house with our clients at Tennyson Center for Children.

At GFM, we occasionally have the opportunity to work in-house with our clients – perhaps helping out during a maternity or paternity leave or filling in during a staffing transition. I’ve had semi-long-term (several months) onsite assignments with a handful of PR clients over the years, most recently last fall when I spent four months in-house at a local private school. Whatever the reason for the in-house assignment, it’s always a really interesting learning experience from a number of perspectives. Four top takeaways from my in-house time with companies in three different industries follows:

Read more after the jump…

Expanding Team with Digital Marketing Expert

Clare Frey Joins GroundFloor Media & CenterTable teamWe are excited to announce that our GroundFloor Media (GFM) and CenterTable family continues to grow thanks to the recent addition of Clare Frey.

Frey joins the CenterTable team as director of digital strategy. Prior to joining CenterTable, Frey’s experience included working as a web content manager for the University of Colorado, communications manager for Techstars and marketing communications manager at Inspirato. Prior to that, she contracted with various publishing companies. She is an excellent writer and has a deep understanding of how thoughtful social media and digital content can connect people to brands, and have a positive impact for both.

Originally from Poncha Springs, CO, Frey earned her bachelor’s degree in English from Fort Lewis College in Durango. After getting to know a few GFM team members over the years and stumbling upon CenterTable’s website last year, she has been eager to join our team.Clare Frey Joins the CenterTable and GroundFloor Media team

In her spare time, Clare enjoys spending time with her husband and dachshund named Boris. She has a passion for animals and donates much of her time and money to animal welfare organizations and shelters. Colorado Horse Rescue is especially close to her heart. She is a self-proclaimed book-worm and is a huge fan of the mountains and getting outside. Clare’s favorite ice cream is pistachio and she can’t go a day without talking to her brother.

Her favorite quote is, “Ever since happiness heard your name, it has been running through the streets trying to find you.” – Hafiz of Persia

We are incredibly excited to welcome Clare to the GFM and CenterTable family. Her experience
across a variety of industries will be a great asset to our clients as we continue to create meaningful, creative and integrated marketing communications campaigns.

Back to School Offers Good Habits For All of Us

Back to School Inspires Good Habits For All | GroundFloor Media PR Agency

Photo credit: freestocks.org

Whether you’re a recent grad or preparing for a milestone high school reunion – there’s something about the “Back to School” season and quick change of seasons from summer to fall that drums up nostalgia for many people. And while my own children have been back to school for a little bit now, the very recent prospect of new backpacks, fresh notebooks and un-sharpened pencils really brought me back to that annual feeling of the chance for a fresh start.

Early New Year’s Resolutions

I recently read an article in Real Simple that offered “5 Excellent Habits to Start When School Does.” As adults, we often look to New Year’s Resolutions to start something new, but this article got me thinking that Back to School is a good time, too!

Start Assignments Immediately

My favorite tip from this article is to adopt a “read and discuss” policy. How often have you put off a project to the last minute, only to find that it actually would take only a few minutes to finish? I know I’ve done it before, and I love this tip for diving in to understand the components immediately. If it’s easy, just get it done! If it’s going to take a little more time, the “read and discuss” approach allows for some time to ponder the best plan of attack. Read more after the jump…

Meal Planning as a Metaphor

Meal Planning As a Metaphor | GroundFloor Media PR Agency

Photo credit: Tracy Benjamin via Flickr

You won’t be surprised to learn that at GFM and CenterTable our team members share a lot of similarities. This goes so far as to include how we work (collaboration, big ideas and strategic thinking are tops), how we play (outdoors, in the gym and definitely with friends and family) and even how we eat.

Food in The Office

As a group of hardworking professionals, you’re as likely to find a frozen lunch in our office freezer as you are to find a homemade organic salad in the fridge – it all depends on who’s got what going on that week. In the last few years, however, the consumption of soda has gone down while the intake of soda water has gone up. There are more bags of apples and raw nuts around the office than bags of chocolate or chips. As we’ve matured as a team and continued to work with natural food companies, our approach to food has matured as well, and I’d wager the intake of healthier food during the workday is on the rise.

Food at Home

At GFM and CenterTable our jobs – just like those of our working colleagues in so many other industries – demand flexibility, which means our meals outside the office sometimes have to be flexible, too. Whether we’re rushing to get kids from school after work, squeezing in a workout before heading home, or driving to the mountains in the evening to avoid traffic – our team is often left with little time to get something healthy on the table. That said, on any given day you’ll hear dreamy descriptions of the dinner someone left simmering in their crock pot or the veggies fresh from the garden ready to go on their grill after work. Read more after the jump…

Focusing on What’s Important: Lessons discovered on sabbatical

Working for the one of the Best Places to Work in Denver and the No. 1 place to work in America, according to OUTSIDE Magazine, has its perks, one of them being GroundFloor Media’s generous sabbatical program.  After 10 years of employment, employees are encouraged to take one month off to “undertake activities that promote individual rejuvenation and personal benefit.”

For the month of August, I decided to head out my first day to a girl’s weekend birthday celebration, in the wine country of the Palisades in Colorado. I also enjoyed a week of relaxing at home and attending, much missed yoga classes. I then headed out on a 10-day dream trip to Ireland with my husband. For my last week, I took the time to organize and prep for my first week back.

It was an incredible experience to be able to take time for reflection over the course of the month and I wanted to share some of my takeaways that might be helpful no matter where you find yourself in life.

Read more after the jump…

Energy Management Cont’d: Making New Habits Stick

Back in March, I wrote about my attempts to become better at managing my energy (vs. focusing simply on managing my time). My results have been mixed, at best, largely because I find that it’s hard to a) break old habits and b) make new habits stick. Our agency recently participated in an Organization and Efficiency Workshop, facilitated by GG Johnston, and she turned us on to an interesting quiz by Gretchen Rubin that looks at how individuals respond to expectations. Called The Four Tendencies, the theory is that how you respond to expectations directly impacts how you form new habits – thus the connection to my energy management project.

Read more after the jump…

PlatteForum Advances Art and Learning Lab through Get Grounded Foundation Grant

PlatteForum's Soil City | GroundFloor Media's Get Grounded Foundation Grant RecipientWe are excited to partner with PlatteForum to help advance their art and learning lab through our Get Grounded Foundation. PlatteForum is a non-profit organization that supports contemporary artists and underserved youth in metro Denver through long-term art programs. Their programs allow youth to collaborate with artists in residence to plan, produce and exhibit a body of work in an environment where artistic excellence is highly valued.

Read more after the jump…

Media Questions During A Crisis

newsIt’s difficult to prepare for a crisis, particularly one that involves media coverage.

To help prepare, here is a list of the most commonly asked questions by the media to serve as a general guide.

Big? picture, journalists are likely to ask six primary questions in a crisis: who, what, where, when, why, and how. They will relate to five broad topics:

  1. What happened?
  2. What caused it to happen?
  3. What does it mean?
  4. Who is to blame?
  5. What are you doing to ensure it does not happen again?

Of course, only some will apply but this comprehensive list of questions is a good start to prepare you and your team for the next crisis:

77 Questions Commonly Asked by Journalists During a Crisis

Read more after the jump…