Weekly Recap - May 26, 2017

Got any good Stories? Instagram Stories are expanding to include specific locations and hashtags. Speaking of Instagram, new research shows the social media site is taking off in Europe. Bon voyage. How do you measure a tweet? We’ve got five ideas. There’s also a bit below about avoiding content marketing mistakes. But don’t believe everything you read on the web, especially when it comes to SEO. Cue ominous music.

DETAILS, Please

Instagram just announced two new types of Stories so you can watch forever. Instagram stories just got an upgrade.

5 helpful insights you can find using Twitter Analytics. Analytics can be confusing. Look at some advice from the pros.

5 content marketing mistakes you should avoid to earn more Links. Offline, we don’t like traffic. Online, we do. Here’s how to get more of it.

Bad SEO information: Too easy to find, impossible to escape. The internet is a misleading place, and some SEO information is just plain wrong.

Meanwhile, back at the RANCH

6 top takeaways from Iconosphere 2017. The vibe was strategic, energizing and inspiring. Speakers spouted future-forward ideas, consumer insights and timely research.

How to find a rainbow at the end of a troll storm. Blame it on the anonymity of the internet or the juiced up political environment. Whatever the prompt, trolls are inescapable. Even puppies aren't immune.

THE Topic of conversation

Instagram. Learn how your business can use Instagram to build brand awareness and increase engagement. Download our free whitepaper, Why your business should be marketing on Instagram.

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How to find a rainbow at the end of a troll storm.

"That's 2017."

This from my 14-year-old daughter, Sofia, in response to my confusion over trolls who litter the Money Diaries website.

Launched in 2016, Money Diaries is a website featuring more than 100 diaries from women who chronicle their spending over a week's time. The writers give an intimate look inside their lives as they share daily choices to work their budgets. Women, mostly Millennial women, are addicted to the site for its authenticity and transparency.

Others love it just to hate it.

Like "Heroic Eye," who wrote this in response to "A Week in New York on a $53,000 Salary:"

"These are not meals. Also, she literally drinks alcohol 6 out of the 7 days she recorded info for this series. There's a hella lot of coffee with not a lot on her stomach (so she can feel awake). And most of the nights she listed, she doesn't get home until 12:30-2:30am (even though the majority of her mornings begin between 7-8am)."

"Fresh Heart" had this to say about the same diary after another reader defended the author.

"Hey — you put it out there in a PUBLIC article, you will get judged. It's not like we're breaking into her apartment and judging her. She wrote it up and published it online for all to read, so shut up. That's asking for judgment."

Blame it on the anonymity of the internet or the juiced up political environment. Whatever the prompt, trolls are inescapable. Even puppies aren't immune. Sofia showed me a YouTube post where a girl proudly introduced her new ball of canine cuddliness. Someone actually accused her of being a cat-hater.

Even puppies aren't safe from trolls.

If puppy posts aren't safe from scrutiny, neither is your brand. If you're on social media or you host a blog, chances are, you've already met a few trolls.

Campbell's sparked a troll frenzy after featuring a real-life gay couple and their toddler son in an ad. A woman named Jessica from the ultra-conservative group "One Million Moms" sparked the feud, posting on Campbell's Facebook page: "I'm so sick of this homosexual agenda, you sell soup… Please take your ad down or you will not have a company anymore!"

Campbell's responded with a statement supporting families of "different configurations, cultures, races and life choices."

Things got really interesting when someone set up a fake Facebook Page "Campbell For Help" to troll the troller. "My word, Jessica. That's quite a leap. While we at Campbell's Kitchen take pride in being empathetic, we are finding it hard to empathize with your vantage point. Would you just prefer we send you some of our classic tomato soup? It's real soup-er?"

Four tactics to tackle trolls.

You can't count on a white knight troll to save your brand from such attacks. So, if you've not already established a plan to manage negative posts, get to it. Your plan should include at least four basic tactics—watch, ignore, engage and employ.

  1. Watch. Take a deep breath and see if any fans come to your defense. There's nothing better than a loyal fan fighting for your honor.

  2. Ignore it. Sometimes the best course of action is to do nothing at all. This is especially true when the troll's comments are especially outlandish. Your followers know the difference between a rant and a true injustice. You're a big brand. You can take a few hits without damaging your reputation. For courage, visit the social media channels of airlines, hospital systems and utility companies. Pacific Gas & Electric didn't engage with the conversation below, however tempting.

  3. Engage with it. When people feel wronged today, they're more likely to post on social media than pick up the phone. If you're in the business of serving customers, your Facebook page is most importantly an extension of your customer service team. Customers expect swift and thoughtful action.

    When your brand is in the wrong, own up to it and use the opportunity to deepen your customer relationships. Kroger gets it. The community managers there are prompt and courteous. The proof is in the posts. Once the team responds, most conversations are wrapped up in a tidy bow. Here's just one of hundreds of recent exchanges:

  4. Learn from it. In addition to vanity metrics—likes, shares, follows—brands should be using social media to manage customer satisfaction and referrals. Your social following is a living, consuming focus group. Use their input to discover flaws and realize opportunities. Find the rainbow at the end of a troll storm. Cue Target.

    When the superstore announced plans to scrub stores of extraneous gender-based signage—boys' toys, girls' bedding, etc.—the trolls marched all over Target's Facebook Page, fuming about political correctness and threatening boycott.

    Target followed up months later with another controversial move, welcoming customers to use the bathroom and fitting room in accordance with their gender identities.The bold move was likely advanced, in part, by the enormous support the retailer received on social after the earlier gender-neutral signage brouhaha. The waters had been tested. They were ready to go full inclusion, knowing full well that it would ignite a vigorous social media debate.

Got a troll nipping at your brand? Use it to the best of your brand's ability. Need help managing your social media channels? These apps are a good start.

Weekly Recap - May 19, 2017

A cute puppy, pretty floral crown and contemplative scientist. No this isn’t a plot to a commercial. These are Instagram’s new lenses. That’s right, lenses. The visual platform took a page out of Snapchat’s book and updated Stories to include these engaging new features. Snapchat’s response? Well, they stepped up their game and added augmented reality features to their world lenses. It’s all about content performance, so says eMarketer. Take a look.

DETAILS, please

Instagram adds 'face filters' to complete its Snapchat transformation. It was bound to happen eventually. 

Snapchat releases sponsored world lenses, allowing brands to augment reality. In its ongoing quest to stay ahead of Facebook, Snap is bringing ads to the real world. 

Measuring content performance is a top priority for nearly two-thirds of marketers. Content performance tools measure the impact and effectiveness of content by monitoring engagement, consumption and audience growth.

Meanwhile back at the RANCH

From insights to innovation: Applying creativity to connect the dots. Here are five insights learned at Iconosphere 2017.

Money Diaries is the Millennial woman's Bridget Jones. I wonder what’s in her wallet?

5 things Millennials want from healthcare. America’s largest cohort is no longer a bunch of texting teens.

THE Topic of conversation

Instagram. Learn how your business can use Instagram to build brand awareness and increase engagement. Download our free whitepaper "Why your business should be marketing on Instagram."

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Weekly Recap - May 12, 2017

Click, scroll, banner image, navigation. Is your website user-friendly? Not only is content key but ease of use it too. According to DMN, content is also about user’s experience on your site. Because let’s face it, if consumers are coming from social or interactive video, they expect good experience. Take a look.

DETAILS, please

UX is content: Content is UX. Calls to action, visuals, navigation buttons. Are these website items pure "content"? Or are they part of a website's user experience (UX)?

Is interactive video the next big thing? 3 creative examples from brands. It's hardly a revelation to say that online video content is phenomenally popular. Millions of words have been written on the subject, and millions more will no doubt follow.

3 ways to make your branded content bingeable. We have become a nation of bingers. Some 70 percent of us binge-watch TV and consume an average of five episodes per session.

Meanwhile back at the RANCH

Nostalgia marketing is winning with Millennials: How your brand can benefit. Although they’re often viewed as a tech-savvy and forward-thinking generation, Millennials love an excuse to throw it back to the good ol’ days.

6 ways brands are empowering women in 2017. In the first quarter of 2017, brands came together on a very similar mission.

THE Topic of conversation

Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide, "Communicating with Visuals."

SHARING is CARING

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Weekly Recap - May 5, 2017

Is your brand starting to sound like a robot? Or perhaps you need to build back brand trust? Forbes has three ways your business can show transparency, whilst Adweek is highlighting the common mistakes brands make on social media. Speaking of, Twitter is updating its platform to be more visual. Users can now search by emoji on the social network. What's the taco emoji up to today? Let's see.

DETAILS, please

3 common mistakes brands commit on social. Here are some common mistakes brands are making on social, how to avoid them and how to strengthen your social presence to better connect with your customers.

Twitter's search just got a very important update. Twitter now lets you use emoji characters in search.

3 ways brands can show transparency to build trust. The first step toward improving transparency is recognizing the impact you have on your consumer audience.

Meanwhile back at the RANCH

Are you keeping up with Brogan & Partners? Follow us on Facebook, Twitter, Instagram, LinkedIn, YouTube, Google+ and Pinterest.

THE Topic of conversation

Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide, "Communicating with Visuals."

SHARING is CARING

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Marketing Statement - Second Quarter 2017

Want to build your Millennial market share? Stop thinking like a Boomer. Sure they may get a little monthly stipend from mom and dad, but that in no way implies that they bank like their parents. They're using utility bill history to apply for loans and lurking in financial fiction for advice and inspiration. And just when you thought you’d figured out their fave social platform they get all post shy and feed sensitive. When all else fails, invest in blogs. It’s the gift that keeps on giving.

Millennials find clever ways to finance life. No score, no savings, no sweat. Plucky Millennials will find a way to finance that purchase and invest in themselves—with a little help from mom and dad.

5 fast facts about Millennials' financial habits. Bonus for Millennial singles. They also double as pickup lines. So, what’s your credit score? Shop here often? Tell me your latest Story and I’ll tell you mine.

Forget Bridget Jones. Millennial women prefer to know how you spend your money than your calories. Fans of "Money Diaries" at Refinery29, a New York-based website, pore over the routine financial minutiae of strangers' lives like your grandma working a Sudoku.

African Americans and banks: It's complicated. There are many reasons African Americans are more likely to be unbanked or underbanked. Here are three ways credit unions and banks can start making important inroads.

QUICK study

Hold that post. Social media users are scaling back. Blame it on the election. Or one too many tags. Some have comment remorse. All of this and more is giving users pause to reflect before sharing. What’s it mean for your brand?

Facebook and Google are losing the war against ad-blockers. Today, 11 percent of users have ad-blocking software. Male Millennial techies are partly responsible for the surge, but not totally. Is your target audience blocking your bits? How to win them back.

Is your banking investing in blogs? Content is kind of like that compounding interest your member service reps preach to young savers about. Get started or get better with 8 things every blogger must know.

SHARPEN the saw

Show then tell. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide, "Communicating with Visuals."

START a conversation

Share the Marketing Statement. Tell two friends. And so on.

Weekly Recap - April 21, 2017

Can a social media platform sweat? Snapchat’s about to find out. Rival Instagram has run away with its Stories app, reaching more than 200 million users a day. Adweek is TV gazing, searcing for the hottest genres and the consumer groups that watch them. Did you know 75 percent of TV watchers are no longer in a committed single-screen relationship? Perhaps it’s time to engage in a multimedia campaign. Native, anyone? Take a look.

DETAILS, please

Should Snapchat be worried about Instagram Stories' success? Instagram Stories is now more popular than the app it cloned.

Infographic: Who’s watching TV’s biggest shows and how their interests align with brands. While digital campaigns can be targeted to consumers with uber-specific interests, television advertising, in comparison, can sometimes feel like a shot in the dark.

Need to supplement your social media marketing? Try native advertising. Brands that use it well have experienced record returns on investment.

Meanwhile back at the RANCH

This healthcare system treats patients as valued customers. North Memorial is making sure patients are seen and heard.

Burger King, McDonalds and Google: A lesson in multimedia marketing. What happens when two fast food chains involve Google and personal assistants?

When agency work feels more like a mission. Sounds like social marketing. Meet our latest client crush, Reading Works Detroit. We’re helping them tackle adult illiteracy. You can too.

THE Topic of conversation

Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide, "Communicating with Visuals."

SHARING is CARING

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Weekly Recap - April 14, 2017

It’s been nine months since Pokémon Go made its splash on the scene. Now, the mobile game has garnered over 65 million monthly users. Other digital facts this week? According to Adweek, 51 percent of U.S. Snapchat users don’t engage with branded filters or lenses. Shocking. Advertisers, however, shouldn’t fret, Marketing Land is here to remind brands they should measure quality over quantity. Speaking of, how’s your Instagram strategy? Let’s unpack.

DETAILS, please

8 digital marketing stats from last week. Pokémon Go lifts up the hood, and Snapchat's app-installs are a hit.

Mobile engagement just got even more important for marketers. Don't let 'quantity over quality' be the mantra of your mobile-first business plan.

More than a pretty picture: Demystifying Instagram engagement for brands. Building an engagement strategy on Instagram isn’t the guessing game it once was.

Meanwhile back at the RANCH

When it's smart to take jabs at the competition. A little competition can be a good thing. Especially when brands engage directly with competitors.

THE Topic of conversation

Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide, "Communicating with Visuals."

SHARING is CARING

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When it's smart to take jabs at the competition.

A little competition can be a good thing. Especially when brands engage directly with competitors. Here are three clever ways brands are marketing head-on.

  1. Sprint brings the sales (and sass).

    In an effort to prove they are just as competitive as the rest, Sprint has adopted a new spokesperson. And let’s just say this isn’t his first commercial.

  1. Boss Baby is no wimp.

    The box office favorite is taking a friendly stab at one of its competitors in the promo “A Tale NOT As Old As Time.” Hmm, what could that reference mean?

  1. Wendy’s starts the real beef.

    In response to McDonald’s announcement that select restaurants use of real beef in their quarter pounders, Wendy’s took to Twitter to add their own beef.

When it's smart to take jabs at the competition

Photo: Adweek.

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Weekly Recap - April 7, 2017

Be honest. Have you ever bought something based on its packaging? According to Adweek, 50 percent of all shoppers have. Consumers are also interested in virtual reality. In fact, this digital trend accounts for 24,200,000 searches on Google. Another thing boosting searches? Virality. HubSpot has everything brands need to know, if and when they go viral. Take a look. 

DETAILS, please

Infographic: How ads, packaging and smartphones affect what shoppers buy at the supermarket. Survey helps brand marketers decode the path to purchase.

How do consumers really feel about 2017’s digital trends? There are some exciting digital trends causing a big buzz in the brand world.

Virality: 12 small brands that made it big. When you think of viral marketing, your mind probably wanders to that Oreos "You can still dunk in the dark" tweet, which garnered an enviable 40,000 retweets and Facebook likes during 2013's Super Bowl power outage.

Meanwhile back at the RANCH

How marketers and users can benefit from virtual reality. Virtual Reality (VR) is becoming one of the largest opportunities using sight and sound to create real experiences without actually being present.

THE Topic of conversation

Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide, "Communicating with Visuals."

SHARING is CARING

Like what you see? Share the Brogan Recap.

Healthcare Checkup - April 2017

Do consumers’ self-care practices impact their healthcare choices? Today, 90 percent of consumers are already partaking in self-care activities. Could their ad-blocking and scaled-back social presence be a factor? Here’s the scoop.

VITAMIN B&P.

Self-care and what it means for healthcare marketers. You know it is 2017 when you can officially count a glass of wine or reading a good book as part of your self-care routine.

MARKETING SUPPLEMENTS.

Facebook and Google are losing the war against ad-blockers. Internet users worldwide had installed ad-blocking software on 616 million mobile devices and desktops by the end of 2016, a 25 percent increase from 2015 (491).

Social media users are scaling back: What this means for your brand. Today, consumers are becoming increasingly aware of and careful about their own and other’s social presence.

INDUSTRY PULSE.

What is your brand doing to promote community health? Did you know 95 percent of consumers say doctors are the most trusted sources for health and wellness information? See what else tops their list.

Next generation of community health. Hospitals and health systems across the country are focusing on community health and creating new ways to improve the physical, emotional, mental and spiritual well-being of all people in our communities.

Infographic: Patient preferences for online healthcare searches. Patients seek trustworthy information, but on their own terms.

MONTHLY DOSE.

Looking to market to all generations but don’t have the budget? Not a problem. There’s one common denominator across each audience. Can you guess what it is? Download our free guide: How to market healthcare to all generations, to learn more.

Weekly Recap - March 31, 2017

Storytime. Facebook has officially joined the “story” telling bandwagon. It was only a matter of time. The platform joins the ranks of Snapchat and Instagram (its child company). Why? Because 91-100 percent of content published in 2015 contained visuals. And visual based platforms are stepping up their game. Like Pinterest’s new app-installs. Take a look.

DETAILS, please

More ways to share with the Facebook camera. Making it fast, fun and easy for people to share creative photos and videos, Facebook is introducing a version of “stories” for consumers to share.

How visuals will impact marketing in 2017, according to new data. There's a reason most children's books are filled with pictures.

Pinterest is now offering app-install ads to all marketers. One brand is already doubling its spend on the platform.

Meanwhile back at the RANCH

African Americans and banks: It's complicated. African American consumers are focused on achievement and growth—especially when it comes to personal finances. So why are they less likely to have bank accounts?

Sephora makes it beautifully easy to get customer service on social media. At all hours, people of all ages take to social media, the modern-day way to get customer service, with any issue they may have.

THE Topic of conversation

Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide "Communicating with Visuals."

SHARING is CARING

Like what you see? Share the Brogan Recap.

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