Creative Concepts

We are so excited to announce that we have expanded into the Netherlands.  Why the Netherlands?  And what does expansion mean?  Ok, one thing at a time so let’s first get to why we chose the Netherlands.

Nicoline Maes, Director of Business Services (and most recently Director of Business Development/Netherlands as well), moved with her family from the Netherlands to the U.S. in 2006 and in 2007 came on board to Creative Concepts.  At this time, Nicoline began working on developing our client reporting tools and then added working with David Borzo to the mix where the two became a very effective content management team.  Together David and Nicoline have managed our writer assignments and schedules as well as having developed content topics while editing drafts of blog entries, Facebook updates and more.  While Nicoline was helping to bring success to our clients she became a true believer in the power of social media as well as our other services: public relations, design and branding, events and video production.  When the opportunity came for Nicoline and her family to go back to her homeland in the Netherlands, she happily made the move and took with her the goal of expanding Creative Concepts internationally.

There’s nothing like a sweepstakes or contest to get people talking about your brand! When you offer a prize through Facebook, Twitter or blog, you not only increase your fan base but often times these new followers ramp up the conversation as we have seen with client Bigelow Tea on their Facebook page and client Ecover who showcased a fantastic contest called 30 under 30 which garnered hundreds of mentions on all channels.

With numerous client prize winning adventures under our belt, we at Creative Concepts, are supporting The Children’s Aid Society Recipe Contest which helps to promote one of their missions: healthy eating for kids and their families. Submissions for original and healthy recipes are being accepted on Facebook only until July 24th which is just one way The Children’s Aid Society is hoping to expand their online community to those who care about needy kids and their families in the New York metro area. Winners will receive gift certificates at some of New York City’s hottest restaurants like Four Seasons, Gramercy Tavern, PRINT, Mae Mae Cafe and Al Di La in Brooklyn. We’re also using this opportunity to tap into the powerful mom blogging community, by asking the Meal Makeover Moms to be on our panel of judges in addition to Julie Negrin, Erica Wides and Heather Carlucci-Rodriguez of PRINT. And the final fun detail: on July 29th, we’re announcing the winners at New York City’s famed Union Square Greenmarket, where local and organic fare is the name of the game.

A successful contest in today’s social media landscape not only helps draw new fans, but it also solidifies a brand’s core values so please help support The Children’s Aid Society and enter your recipe today!

You should follow us on Facebook and Twitter!

Kipling from Ecover greets guest Majora Carter

This year, to mark Earth Day, Creative Concepts‘ client Ecover hosted “Bringing Earth Day Home,” a chic yet homey cocktail event in New York City, designed to showcase the products and the brand with a larger overriding theme of showing how the attendees could live a sustainable and stylish lifestyle. Guests mixed and mingled with Ecover’s Kipling and with eco-celebrity interior designer and host of the event Robin Wilson while sipping organic wine and noshing on organic hors d’oeuvres and desserts and locally-sourced cheeses. Various experts shared tips on greening home life, and Ecover sent guests home with re-usable goody bags full of cleaning products.

Goody bags from the Ecover “Bringing Earth Day Home” event

Real-life meet-ups personalize a brand by putting a face and a voice with the product. Events like “Bringing Earth Day Home” are invaluable to brands; they allow consumers to see how products and services can be part of their everyday life. They also offer brands — or, more specifically, the people behind them — the opportunity to interact with their target audience in a genuine, spontaneous way. Forging that real-life, face-to-face connection is key to building brand recognition. Social media offers brands an invaluable way to connect with consumers outside of a brick-and-mortar store — in their own homes, in fact, or in the car or wherever they are connecting with their networks. Ultimately, though, nothing beats a face-to-face meeting with customers and clients.

Ecover Products featured at the “Bringing Earth Day Home” event

“We so believe in the power of social media,” says Valorie Luther, founder of Creative Concepts. “Our clients get to reach out to their customers and make a difference whether they are sharing expert information or answering questions.  But we also believe in meeting customers face to face, which our clients are doing with interesting intimate events that build off of what has been established online.  The event  we just produced for Ecover was all about sharing sustainable and stylish tips with the guests (which included great food and wine).  Attendees walked away with full size Ecover products in their goody bags which we know from experience makes an impact.  When you combine the online efforts with offline meetings, a brand has made a difference!”

Taking the time to meet face-to-face with clients and consumers is key to building a successful brand. Creative Concepts is committed to the idea that social media allows companies to connect with consumers on a daily basis, but we also believe that going the extra mile and hosting an in-person event is the final step in connecting with the very consumer who has helped you build your business.  It’s a thank you….and the perfect way to say how much you appreciate their support.

Have any event stories to share?  We want to hear from you so please share you thoughts via the comments.

All photos by Kate Eiseman

You should follow us on Facebook and Twitter!

A decade ago, the idea of a green industry seemed like a pipe dream.  Environmentalism was still an “outsider” idea, and the smart money was on more (big, irresponsible) business as usual.

But in our post-9/11, post-Hurricane Katrina, post-An Inconvenient Truth society, something changed.  Suddenly, people were concerned about the environment, and about energy, and about the impact their daily actions might have on the planet’s future.

In the aftermath of this green awakening, people needed a way to ask questions, share suggestions, pitch policy reforms and raise environmental concerns.  Thus, from blogs to YouTube to Facebook to Twitter, social media became the hub for a wide array of environmental discussions — and today their collective conversation is louder than it’s ever been.

Blogs: The Spark for Green Journalism

Before the mainstream news media embraced the green movement, impassioned individuals were using blogs to bring attention to the environmental issues they were personally concerned about.  These grassroots movements flowered, and today some of the most trusted (and highly-trafficked) sources for green news are blogs like Grist, Sustainablog and TreeHugger.  In turn, larger news organizations like the New York Times and the Huffington Post now have blog channels dedicated to green content, further validating the environment as a mainstream subject.

Green News Travels Fast

A simple search of Twitter hashtags like #sustainable, #green and #EcoMonday reveal that hundreds of green conversations take place on Twitter every day.  Equally impressive is how often brands and corporations enter those conversations to share related tips (and to promote their related products and services).  This real-time information exchange helps brands monitor topics of interest to their customers, but it also means that breaking news like the BP gulf oil spill quickly becomes common knowledge (and stays in the public eye for months), making it harder for companies to manage the spin.

Common Bonds Create Communities

As young mothers become increasingly aware of the ingredients they’re introducing into their children’s lives, “green mommies” have become a swiftly-growing subset of the “mommy blogger” community, championing a renewed emphasis on natural and organic foods, fibers and cleaning products (like those made by our client, Ecover).

This same unifying “green” thread can be found in other eco-responsible communities, including designers, chefs, fashionistas and anyone seeking a little lifestyle improvement.  This provides consumers with universal access to information, support and resources, and it provides ecological brands with unified audiences to poll, connect with, learn from and sell to.

Greenpeace vs. Nestle: When Facebook Becomes a Battlefield

Sometimes, brands who use social media for sales and marketing find themselves trapped in a PR conundrum because they forget a basic online truth: they don’t control the conversations that happen on their channels.  For example, when Greenpeace activists hijacked the conversation on Nestle’s Facebook page, Nestle was slow to respond (and clumsy when they did), which caused the company to seem both evasive and dismissive.  News of their snafu spread like wildfire, causing Nestle a lengthy and time-consuming PR headache — and, ultimately, led to Nestle agreeing to meet Greenpeace’s demands.

It’s hard to imagine that kind of outcome occurring a decade ago, before social media provided the green industry with a collective voice.  And it’s fascinating to wonder where such a hyper-connected green future might lead both a green-obsessed world and the ecological companies that serve their needs.

You should follow us into the future on Facebook and Twitter!

Image by Ken Colwell via Fickr.

The phrase “you’re doing it wrong” has long been the cause of many social media arguments.  When one of the basic principles of social marketing is to “just be yourself,”  how can you be wrong at being yourself?

While the merits of that question can be debated endlessly, we here at Creative Concepts do know one thing for sure: whatever “wrong” happens to be, it sure feels good to know we’re doing something right!

Sometimes, validation comes from metrics.  Social media can be unpredictable, so when the numbers prove that our theories (and campaigns) are bearing fruit for our clients, we feel good because they feel good.

Other times, validation comes directly from the clients themselves.  We’ve been working with some of our clients for more than 5 years, which means our methods are working for them.  And every time we sign a new client, or expand our responsibilities with an existing client, we know that we’re all moving confidently forward in a positive — and profitable — direction.

And then there’s the validation from our peers.  For example, when we read Mashable’s recent list of 10 Tips for Posting on Your Brand’s Facebook Page, we digitally high-fived ourselves because we already do each of these things for our clients. (See for yourself on their Facebook pages.)

Client love, new work and metric boosts are what keep us active and engaged, but there’s still nothing like reading a major advice column and realizing we’re already ahead of the curve.  (And we haven’t even had our coffee yet!)

Wondering what else we know?  Follow us on Facebook and Twitter!

If you think writing novels (or blog posts) is hard, try tweeting for a living.

In most forms of communication, the audience invites you to spin your story and enchant them over time.  Even a 30 second TV commercial gives you half a minute to make your pitch.

But on Twitter, you only have milliseconds to capture someone’s attention as they scroll through a nonstop litany of links, promotions, inside jokes and regurgitated news stories, desperately in search of something interesting.  If you’re not immediately captivating on Twitter, your boring tweets will be buried under an avalanche of similarly blah messaging in the blink of an eye.

So how do you manage to stay interesting on Twitter, day after day?

Here are 11 tips that we at Creative Concepts have developed internally on behalf of our clients to help them stay competitive in Twitter’s attention market:

1. Every tweet is a headline. For centuries, newspaper editors have been writing great headlines to draw attention to dense blocks of text that might otherwise go overlooked. Imagine that every tweet you send is going on the front page of The New York Times, and that you’re single-handedly responsible for increasing the paper’s circulation.  (No pressure, right?)
2. Be useful. “Interesting” is always a matter of perspective, but “useful” actually provides a service.  You may not be dazzled by the prose of a tweet, but if you want (or need) to know what it’s pitching, you’re far more likely to click.
3. Be direct. Addressing someone with the @ symbol in front of their Twitter handle ensures that they’ll see what you have to say.  (Now, just don’t be spammy…)
4. Be brief. The shorter your tweet is, the easier it is for others to add their own commentary as they retweet you — and people love adding their own two cents to your discussion.
5. Solve a problem. We search Twitter to find out what kinds of problems our clients’ customers (and potential customers) may be having, and then we help our clients offer their customers solutions via links to products, blog posts, or just good old-fashioned advice.
6. Remove doubt. People like to know what works. By sharing the positive reviews and accolades that others have tweeted about your products and services, you’re letting potential customers know that your existing customers would recommend you — because they just did.
7. Say thank-you. When you see kudos about your brand, thank that person directly. They’ll appreciate knowing that their kind words helped make someone else’s day.
8. Become an information resource. What are the hot topics in your brand’s industry right now?  What is everyone talking about? What is no one talking about? By sharing information about those topics great and small, your brand becomes your customers’ curator for a larger conversation about the field or the industry itself.
9. Be funny. Humor travels fast on Twitter, and while everyone’s sense of humor is different, a brand that can laugh at itself is a brand that others are more likely to take seriously.
10. Be positive. Twitter is occasionally a traffic jam of complaints and customer service debacles. Be the upside that cuts through the clutter and you’ll stand out simply for taking the high road.
11. Be yourself. What you say is important, but so is how you say it. No one stops to read a brochure, but they’ll linger to overhear a private conversation. Deliver your messages honestly and authentically — and in your own voice — and you’re less likely to be confused for an easily-ignored marketing robot.

Want to stay ahead of the attention curve? Follow us on Facebook and Twitter!

Image by Angie Muldowney on Flickr

If anyone can publish a blog, create a video or launch a meme, you’d think that Twitter, Facebook and YouTube would be the empires of the new, with the latest self-made stars forever in control of the cultural conversation.

And you’d be wrong.

A recent report from HP Labs confirms the exact opposite: the most popular sources of information on Twitter are actually traditional news media outlets like CNN, ESPN and (egad, a newspaper?) The New York Times.

Why?  Because people like to share information that impacts wide audiences, and because traditional media still has information-gathering resources and robust distribution platforms that “new” media can’t live without.

In other words, no matter how easy social media makes it to talk to others, people still need something to talk about.

Is that “something” your business?

It could be, if your brand is worth the buzz.  But even topical companies need more than just a social media hook to catch and hold an audience’s attention.

A tweet is gone in an instant.  A Facebook update crawls off the page and out of sight.  A YouTube video might be shared for weeks, months or years as new viewers continue to find it… but what’s driving them to it in the first place?

Periodic fame is always the cumulative result of widespread general awareness — and that includes mainstream publicity.  Is your company poised to take long-term advantage of short-term PR success?

Ask yourself:

• Is your social media team working hand-in-hand with your traditional PR and marketing teams?  (Or, even better, are they fully integrated?)
• Do you share your brand’s mainstream media mentions with your social media audiences?
• Are you trumpeting your online successes in offline media?  (Don’t forget: newspapers and magazines still write about the Internet.)
• Does your media contact list include reporters from all branches of journalism?
• Do your print ads include icons and URLs where interested customers can find you on Twitter, Facebook, YouTube, etc.?

Remember: whether it’s physical or digital, all ink is good ink, as long as it gets people talking about you.

And you can talk with us on Facebook and Twitter!

Image by Blue Mountains Library on Flickr.

We know social media adoption is on the rise among many demographics, increasingly used by people who want to commune with others as part of a group.  Broadband and mobile data access is steadily climbing.  Technology, accessibility, and a group mindset readily influence our culture; has brand image ever been more important?  These 3 tips can help you come out on top.

1)  Develop a crisis communications plan. Yes, this is PR-101. And yet surprisingly few companies prepare for possible disaster scenarios.

Social media  participation requires advance planning by brands. Tactical execution means internal teams need to adhere to a policy drafted in accordance with a business’s culture, brand personality and tolerance to risk. These two steps can help shape online image perception in ways a brand can directly nurture and influence.

But power over image doesn’t rest solely within an organization. A few instances of poor retail experience, apathetic customer service or mis-packed shipments may start a perfect online storm.   Your carefully built brand image could come under fire. Then what? Response is always better than simple reaction.

Imagine the worst that could happen and plan out well-considered responses which can be deployed in the right channels in a timely (not reactionary) mode.

2)  Gather consistent feedback from customers and defectors.  Sometimes without intending to, businesses can have their heads in the sand. Market research can surface a wealth of user feedback to serve multiple end goals.  Use it to gain insight which could influence employee training, product merchandising, customer communications and more. Learn how your brand is perceived by the very people who buy – and no longer buy – your product.

Think of research as a proactive measure while the crisis plan can equip you for a situational response.

3)  Listen to what’s being shared online.  While you may be good at replying to @yourbrand mentions on Twitter or wall posts by Facebook fans, that’s only part of the story.  Lots has been written about how to use free or low-cost tools that can help you cast a wider net.   What you discover presents opportunities to learn from fans and detractors alike.

Let’s recap ways you can protect your image online:

• Plan for crisis. Be prepared with the most well-thought response, deployable in real time.
• Maintain a constant feedback loop. Filter the insights gained from customers back into your operations for continual improvement.
• Pay attention to what’s being said online.  Build bridges with detractors and strengthen ties with fans.

You should follow us on Facebook and Twitter!

If you’ve ever hit balls at a driving range, swung a tennis racket or attempted a free throw, you’ve already learned one of the most basic tenets of sports: always follow through.  A golf swing doesn’t end when you make contact with the ball; it ends when your body completes the action.  Stopping short not only decreases the impact of your efforts, but it’s bad for your body.

Social media works the same way.  Unfortunately, many social media practitioners don’t notice the resemblance.  They see individual actions (a tweet, a Facebook message, a video, a campaign), but they don’t acknowledge that each action or engagement point is all part of a larger process.

Your social media efforts don’t end the moment you tweet about a new sale or reach 1,000 fans on Facebook.  Like all marketing, the social side began before that tweet was sent, and it’ll continue long after that 1,000th fan has closed her browser and turned in for the night.

If you’re measuring your success by your actions, rather than by your process, you’re only seeing part of the picture.

David Murdico recently shared some excellent tongue-in-cheek “advice” in MediaPost, in which he offered five tips guaranteed to make sure no one will ever see your great new video.  As amusing as his advice is, it’s frustrating to realize that hundreds of decision-makers could read that article tomorrow and pat themselves on the back because they’re already making these same mistakes every day.

• Do you promote your sales and news across ALL your social media channels?
• Do you use content from one channel to feed the others?
• Do you have a multi-stage outreach plan for each new media campaign?
• Are you tracking your efforts to see where you’re gaining traction?
• Do your social media, marketing and PR departments overlap?

If you’re not supporting your great ideas with a great process, your efforts are falling short.

Having a great idea is easy.

Having the follow-through to make sure that great idea becomes a great experience is what counts.

(Image by HaraldMM.)

Need help charting your course? Follow us on Twitter and Facebook!

Let’s say that, until now, you’ve had one small team (or even one single person) be responsible for your company’s entire social media presence.  And now that things are going well, you want to expand.  Maybe that means involving more people.  If so, consider this:

Your existing customers are used to what you’ve been doing.  If they wake up tomorrow and find themselves talking to someone completely new — and if they can tell — you risk a disconnect that might jeopardize your customers’ trust and emotional investment in your brand.

Here at Creative Concepts, we have a variety of writers, researchers, content creators and account managers juggling dozens of different tasks every day.  But no matter how many people are assisting our clients with their messaging, there’s one standard we must all adhere to:

We all have to be working from the same process, and toward the same goal.

That means we take steps to ensure that anyone who’s working on any aspect of a client’s communications is following the same rules, and staying apprised of the same topical developments, as everyone else.  This includes…

• Creating our own internal user manual for Twitter, with tips and suggestions for navigating various situations.
• Tracking industry-specific client-related news that might need to be addressed in the future.
• Assigning specific messaging tasks to the individuals best-suited for the nuances of each channel.
• Multiple layers of editing, so every message is reviewed by as many eyes as possible.
• Internal metric sharing, so each of us can analyze data and compare our individual conclusions.

etc.

Why do we do this?

Because it’s important that our clients be served by as many well-rounded service providers as possible.  But it’s equally important to us that our clients’ customers feel as though their Twitter, blog, Facebook, YouTube and other branded social media experiences are all built with the same building blocks, rather than feeling like disparate voices are being smashed together around a common topic.

Whether your social media messaging is being piloted by 2 people or 200, consistency is key.  No one trusts white noise.

How are you making sure the image of your brand is consistent in the minds of your customers?

Need some tips? You should follow us on Twitter and Facebook!

Image by mafleen.