Tag Archives: its pixel perfect

Balance or Separation: Managing Professional & Personal Social Media Pages | Part 2

social2

In a bid to be conscious of our thoughts, actions and followers – persons make the decision to create a “balance” in their lives by separating their personalities, ideas and interests. But is separation balance or dishonesty? As we strive to ensure that the right followers get the “right” information (through the separation of our accounts) are we also in the same breath hiding information?

When you decided to enter the professional world, the world that decided that “toosexy4u@hotmail.com”, wild drunk poses as profile pictures and curse words won’t be acceptable – did you delete these things, start new accounts or increase your privacy settings to keep inquisitive eyes at bay?

No matter your response, or your current role in life (personal or professional) you are the representative of your own brand firstly. All other roles are secondary. So is the separation of your personal and professional social media pages really necessary? Some will still say yes, and we will discuss why.

As promised from our previous post, where we discussed balancing of social media accounts – this time around we have to discuss the pros and cons of separating. The concept of setting targets, guidelines and structure to how our online presence is assessed.

Pros of Separating Accounts

  • Focused. Content posted will be inextricably linked to the business – services, deals, tips, news, staff, etc.
  • Once your posts have personality, followers are sure of the type of content to expect, and you are certain that the followers have some interest in the business.
  • You now have a targeted group of persons to which you can share or pitch the services of your business.
  • Targets for growth can be set for the professional accounts.
  • You now have control of the persons who are allowed in your personal space (through privacy settings), while being able to leave the professional account open.
  • Clear work-life boundaries.

Cons of Separating Accounts

  • Hard to manage. Will you always remember to devote equal time to each brand.
  • As a small business, you might need to hire someone to manage the professional account on your behalf. This may not necessarily be very cost effective for a new business.
  • Are you being viewed as being dishonest by separating (hiding) an account from followers.

Social media accounts require a professional human, lol. Weird term, I know. But it’s true. We want to live our lives on social media, socializing and being entertained, but at the same time with enough decorum that when our employers view our pages we can still look them straight in the eyes the next day and not have the slightest embarrassing moment.

So how do we do this?

By separating our accounts or balancing all personalities in the social online sphere? In making this choice, be sure to remember, that whatever you post online is no longer yours. It can almost be likened to sending a text message which you can’t erase from the receiver. And no matter your life long aim to separate your accounts, the right investigator can uncover what you have been trying so ‘hard’ to hide.

It’s Pixel Perfect’s Managing Director, Conrad Mathison, was recently put on the spot by Wealth Magazine, and asked his views on this very topic. He will share pertinent points from his “panel discussion to guest speaker” at Corporate Mingle presentation. His thoughts, as a young entrepreneur, socialite, friend, brother, son should be even more enlightening. Is he balancing or separating? Will he even choose a side? All will be revealed in his blog post.

Case Study: Mona School of Business and Management Report

  • Summary

Mona School of Business and Management has positioned itself as the top graduate business school within the Caribbean. On approaching their annual application period for their Master of Science programmes they launched a campaign using all forms of advertising media (television, radio and print) to effectively get their message across. It’s Pixel Perfect was given the task of using Social Media to compliment the ads. The task was to create awareness of the graduate programmes, it’s application period and encourage individuals to apply.

 

  • Goal

 

To assess if maximum social media results were achieved by It’s Pixel Perfect for Mona School of Business and Management  from December 2013 – January 2014 across three social media platforms and one online marketing technique.

  1. Increase MSBM Facebook page likes by 1000
  2. Increase MSBM Twitter followers
  3. Increase MSBM LinkedIn connections
  4. Maximize Google search engine optimization
  • Context

 

This was a two months campaign for December 2013 – January 2014. For the first month, Facebook was the only social media platform used. Twitter and LinkedIn were incorporated in January. The online marketing technique of Google Ads was used over the two months. This campaign was planned, executed and managed by one representative of the IPP team for the period.

  • Solutions

Overall Assumption:

This campaign will increase MSBM’s followers on social media and also encourage new applicants to apply to their graduate programmes. This noted reliability would result in providing updates that centered around the nature of the institution.

Though IPP was initially hired to manage Facebook, we thought it necessary to include MSBM’s twitter account and LinkedIn account to have maximum social media reach with their desired audience to achieve the targets..

  • Strategy

  1. A posting plan was created to have daily posts for each platform.
  2. Promote the courses offered.
  3. Advertise the application deadline on all platforms.
  4. Google ads.
  5. Paid advertisements on the MSBM Facebook page.
  • Returns

Facebook

  • Followers/ Likes increased by 2, 172.
  • Before the campaign they had 4,819 likes and ended the campaign with 6,991 likes.

fb graph

Twitter

  • Followers increased by 23 persons.
  • Before the campaign they had 95 followers and ended the campaign with 118.

twitter screenshot

LinkedIn

  • Connections increased by 1,094.
  • Before the campaign they had 329 and ended the campaign with 1,423 connections.

linkedin screenshot

Google Ads

  • Compared to it’s competitors, MSBM’s ads remained in the top position for the period. It kept an average of 1.0 on Google’s display network. The number of clicks and impressions kept a steady growth between December 23-31. This showed incremental reach for the time period.

google ad 1

  • The clicks have also been steady and showed growth between January 11-31. This period showed higher clicks and higher impressions.

google ad 2

  • Lessons Learned

  1. Request that the client provides IPP with a list of courses and proper terminologies to be used.
  2. The content that is posted is heavily dependent on the brand and the way the client wants to be perceived.
  3. A LinkedIn personal and business account cannot be merged.

 

IPP Week In Review: April 27-May 3, 2014

April 27-May 3, 2014 Cover

1. As a result of LA clipper’s owner Donald Sterling’s racist comments, commissioner of the NBA Adam Silver has banned him for life and fined him $2.5 million dollars.

ban

2. Controversial dancehall artist Alkaline donated $200,000 to cancer patients to offset their medical bills.

Alkaline

3. Chris Gayle’s Instagram account seems to be the talk of the town. Buzzfeed published an article on May 1, 2014 to their website highlighting the West Indies cricketer’s relaxed lifestyle.  See the full article here 

gayle

4. Finance Minister Peter Phillips has withdrawn the much debated bank tax  :D

40876peter_phillips5. Designers Dolce and Gabbana receive 18 months suspended sentence after hiding hundreds of millions of euros from tax authorities.

D&G

Picture of the Week
  • This picture stirred a racist/classist debate on social media last week. What do you think? Was she careless? Is carnival safe for a pregnant mother?  Would it still be acceptable if she was of a darker skin tone?

carnival

Event of the Week: Carnival Road March
  • “We have a truck on the road…….”

carnival collage

Video of the Week: Carnival Road March

 

 

 

Case Study: TVJ Champs Report

Television Jamaica’s Social Media Coverage of ISSA/Grace Kennedy Boys and Girls Championship 2014

  • Quick Summary

 

TVJ wanted to dominate the media coverage of the highly anticipated annual Boys and Girls Champs. Live television broadcast with their on site reporters, in house analysts and radio reporters meant that social media was the only missing link. TVJ realised that they are highly engaged by their followers on their Facebook and Twitter social media platforms and wanted to maximise this presence through live coverage. This case study represents the IPP execution of a live social media campaign in the area of sports. This type of coverage was the first for the IPP team.

 

  • Goal/Problem

 

To assess if maximum social media coverage was achieved by It’s Pixel Perfect for the project ISSA/Grace Kennedy Boys and Girls Championships from March 25-29, 2014 across three social media platforms for Television Jamaica.

  1. Increase TVJ’s followers on Facebook by 2000 persons.
  2. Provide timely and consistent updates across the three social media platforms.
  3. Post live pictures and videos everyday of the event.
  • Context

 

This was a seven-days campaign. The first two days were used for lead up promotion and the remaining five days for live social media blogging executed on site at the National Stadium in Kingston. Each days coverage varied with a minimum coverage of 10 hours and a maximum of 13 hours. Coverage each day included the use of two live bloggers and one photographer.

 

  • Solution

 

Overall Assumption:

This campaign will increase Television Jamaica’s followers on social media and also establish it as a reliable source for real-time track and field event information and other events sponsored by the group. This noted reliability would result in current followers spreading the brand’s praises to others and making a commitment to get results/updates from only TVJ moving forward.

Though IPP was only given a specific target for Facebook, the company thought it necessary to include TVJ’s twitter account and create an Instagram account to have maximum social media coverage.

  • Strategy/Tactics

  1. Start the promotion two days before the actual event on Facebook
  2. Paid advertisements on Facebook page
  3. Provide ongoing concise and accurate information/updates for every event on the track and the field via Facebook
  4. Link the Facebook account to twitter
  5. Create an Instagram account
  6. Have a photographer on the track at all times to capture the events up close
  7. Use mobile devices instead of laptops
  8. Post pictures with Facebook posts on the final day of the championships, to give the followers visual content and an eye at the stadium.
  • Return

Facebook

  • Followers/ Likes increased by 2,997.
  • Through the use of paid advertisements, there was a reach of over 40,000 persons each day over the period.

 

Twitter

 

  • Followers increased by 636 followers.

photo (1)

 

Instagram

  • The coverage ended with 121 picture posts and 314 followers.

instagram 1

  • Reviews

tvj twitter 1 tvj twitter 2

instagram

  • Lessons Learned

  1. Large outdoor events for long hours require additional human resource by the IPP team.
  2. The IPP team must be equipped with additional resources
  3. Ensure that the company (person who contracted IPP) delivers on demands necessary to the completion of the assignment (example: accreditation, press passes) so as to limit the need for improvisation.

IPP Week In Review: April 20-26,2014

ItsPixelPerfect Week In Review 2

1. A case of neglect?

The family of an elderly woman was in shock and disgust after they discovered maggots in her mouth while visiting her in the Port Antonio hospital.

H

2. Google’s Social Network Guru Resigns

Google Plus’ creator, Vic Gundotra, resigns after eight years. No word as yet as to what his next move will be.

G+

3. Make way for Development or Save the environment?

While the government lobby’s for the development of the port and the logistics hub as a way to gain revenue, some Jamaican’s seem to think otherwise. See what this Yahoo article said about the “sell out”

yahoo article

4. JLP fuming over the new taxes

The opposition is adamant that they will resist the newly implemented transaction tax.

1

5. Ear-tagging cattle

Minister of Agriculture, Roger Clarke, announced in his contribution to the budget debate that tagging will be the method of choice to combat praedial larceny.

2

6. Still the Sprint Factory

Jamaica racked up 88 medals at Carifta Games: 42 Gold, 34 Silver and 12 Bronze.

carifta

7. Penn Relays

Claudette Allen of Edwin Allen took gold in the long jump at the Penn Relays after landing this jump of 6.21m.

edwin allen
8. Gone a lead

The US dollar has once again risen a few cents to $110.07.

8

9. School trips banned

After a ferry overturned in South Korea, the government has banned all school trips until at least June.

korea

10. More “fiyah”

Riverton fire lights up once again causing smoke to consume the Mandela Highway.

riverton

Event of the week: Pandemonium

  • Pandemonium was held last Thursday, April 24. Even though the event was held on a weekday it was definitely well supported.

7

Picture of the week: Mr.Killa

  • Mr.Killa took Pandemonium by storm! “Ah want a fat gyal, ah want a rolly polly!”

9

Video of the week

  • Rihanna sings a 90’s Nadine Sutherland song with her bestie.

 

Gleaner vs Observer: Who’s Better On Social Media?

Jamaicannewspapers-page-pic

Nine months ago, we measured the social media presence of Jamaica’s top newspapers – The Jamaica Gleaner and Jamaica Observer – to see which company was doing the better job. Jamaica Gleaner had won the social media brands war over Observer last July.

Read more

In this issue, we have updated our statistics and will re-assess the brands. Will Jamaica Gleaner retain their win? Let’s find out.

Facebook

Company

April 23, 2014 July 17, 2013

Increase (%)

Jamaica Gleaner 150, 158 likes25,934 talking about this 28, 583 likes10, 992 talking about this 425.3 % likes135.9% talking about this
Jamaica Observer 106, 300 likes14, 600 talking about this 13, 080 likes1597 talking about this 712.7% likes814.2% talking about this

Jamaica Gleaner continues to have more likes and persons talking about their page than Jamaica Observer. However, over the period Jamaica Observer had a much greater increase in numbers than that of Jamaica Gleaner. Observer had a 713% increase in likes compared to Gleaner’s 425%. There was an 814% increase in persons talking about Jamaica Observer compared to the 136% increase in persons talking about Jamaica Gleaner.

As noticed last July, regular updates are made on The Gleaner’s Facebook page, with trending news stories being dominant. Posts continue to be paired with visuals which is a recommended technique used to keep fans engaged. Generally, fans seem pleased with the Gleaner’s offerings on the page.

gleaner 1
Photo posted on April 23, 2014 received 206 likes, 47 shares, 21 comments

 

 

The persisting problem from last year, of mostly sharing the links of stories from their website, continues to prevail on Observer’s facebook page. Again, there are virtually no likes/comments/shares on these posts. They should notice the stark difference when they make posts with engaging and captioned photos.

Observer - fb
(left) Shared post from website had 7 likes, 2 shares, 0 comments; (right) Captioned photo post had 327 likes, 34 shares, 13 comments

Twitter

Company

April 23, 2014 July 17, 2013

Increase (%)

Jamaica Gleaner 103, 820 followers 75,889 followers 36.8%
Jamaica Observer 97, 247 followers 71, 213 followers 36.6%

Both The Gleaner and Observer continue to show that they use the same strategy, of posting links to their news articles, not quite 24/7 but very very very regularly, on this social media platform. They had an equal increase of followers by 37% over the period.

It can be noted that The Gleaner uses hashtags for almost every post, which is a twitter technique used to engage, manage and track conversations with followers. Yesterday’s featured Gleaner hashtags were: #GleanerTop5, #GLNRjainvite, #GLNRbudget, GLNRSuperMom, #GLNR180, #GlobalJamaica.

gleaner- twitter
Embedding videos is also a technique used by Gleaner on twitter

Observer on the other hand, isn’t much of a hashtag user on twitter, but they have linked their Instagram account to twitter, which facilitates the sharing of photos across both platforms. This allows their followers to get pictorial updates with some of their posts.

observer - twitter

Youtube

Company April 23, 2014 July 17, 2013 Increase
Jamaica Gleaner 12, 966 subscribers

11, 602, 126 views

7, 628 subscribers

8,443,022 views

70%

37.4%

Jamaica Observer 7,269 subscribers

8, 883, 888 views

4,535 subscribers

7,112,946 views

60.3%

24.9%

Jamaica Gleaner continues to dominate Youtube, with increases of 70% in subscribers and 37% in views, when compared to Observer’s 60% and 25% respectively.

On YouTube The Gleaner is the clear leader here with almost double the amount of subscribers and over 1 million more views than the Observer. Both brands use the medium to give subscribers and viewers short snippets of current news stories.

Gleaner is able to be more visible on youtube with regular updates from featured playlists like: The Gleaner Minute, Jamaica Now, Erica’s Edge, Corporate Coffee, Parliament Report.

gleaner- youtube

Observer doesn’t have a dedicated web series or make regular posts. This is noted in the below screenshots,a comparison of last year and this year. Nothing has changed in the uploaded videos for these sections.

Screenshot from 2013 blog post
Screenshot of youtube page from 2013 blog post
Screenshot of current youtube page
Screenshot of current youtube page

Instagram

Company

April 23, 2014 July 17, 2013

Increase (%)

Jamaica Gleaner 2649 followers 292 followers 807.2%
Jamaica Observer 3629 followers 28 followers 12,860.7%

On Instagram The Gleaner now has less followers and is less active on the mobile photo sharing site than The Observer. Observer has over four times more posts than Gleaner, with a 12,861% increase in followers compared to last year. Gleaner increased their followers by a mere 807%.

Last year, Gleaner clearly outbranded Observer. But this year, the race is to the finish line. While Observer is the clear leader in Instagram and Gleaner is the clear winner on Youtube, we have a tie for Twitter. So the deciding factor is the Facebook platform. Should Observer be declared the winner of Facebook for their superseding increases, or should Gleaner get the win for consistently being more engaging in their posts (getting more overall likes, comments and shares) and still maintaining more followers and persons talking about the page?

This is a really difficult one. I think we need more time to declare who was “out-branded” on social media. Ok fine, we’ll choose a winner ………..

In the war of brands on social media between print media companies The Jamaica Gleaner and The Jamaica Observer,  the better brand for a second time is The Jamaica Gleaner. A facebook fan page is for engagement, and Gleaner is clearly dominating. Furthermore Observer created their facebook page long before the Gleaner and therefore should not be caught in this dilemma.

Congratulations to The Jamaica Gleaner on having the stronger overall social media presence to date, and Happy Birthday #GLNR180.

 

Disclaimer

Statistics used for this post were retrieved from the social media platforms on April 23, 2014 between 7:00-7:05pm.

How to choose the right Content Marketing Agency

content-marketing-strategy

With so many companies claiming to be content marketers, how does a prospective client know how to choose the right agency for their company? Here are four ways to know if you are choosing the right content marketing agency.

1. Credibility and Measurements

Has the agency been successful in doing content marketing for previous clients? The client should find out if the content marketing agency has done work for clients in similar industries. What type of content marketing strategies did they use? Were they able to deliver on time? How do they measure their success? Google your content marketing agency and see what comes up.

2. Practice what they preach

While many content marketing agencies boast or brag about what they have done for their clients, the branding and promotion of the agency and its services tend to be somewhat weak and sometimes inconsistent. Are they visible on social media? Do they update and share their own blog posts? Content Marketing Agencies should definitely share insights, tips, techniques, and thought processes with their clients, competitors and the world. So if your agency is unable to create content for themselves or use the recommended method then move along.

3. Culture of the Content Marketing Agency

Ensure that the culture of the content marketing agency you are using is similar to your organization. Know what you’re getting into beforehand and give the agency your clear cut expectations and let them explain theirs. This will only serve to move your content marketing goals faster and make you aware if your staff will play a role in the creation of content. Also if it is a case where the marketers will be in and out of your organization, you’d like your team to be comfortable with this and vice versa. This will make things a lot easier in facilitating a smooth working client-agency relationship.

4. What can your team learn from the agency?

This again goes back to the agency’s visibility; are they known on social media? Do they host workshops, webinars or make presentations on content marketing and social media practices to clients? A good content marketing agency not only creates content for its clients but spends time in educating their current and prospective clients on the importance of content marketing.

In concluding, the right content marketing agency is one that has great marketing for themselves, does content marketing through leadership and most importantly, listens to their clients in order to meet their needs. Have you been able to identify any great content marketing companies yet? Let us know!

Content Marketing