The Calgary Stampede – We are Greatest when we work Together

Recently, DSA Media worked closely with the Calgary Stampede and their creative agency and our partner, C&B, to assist them with managing messages to Calgarians post the devastating floods that impacted many communities and businesses in Southern Alberta.  This communication ran just prior to the Stampede Ten Day event advising southern Albertans ‘the Greatest Outdoor Show on Earth would go on.’  Our media partners worked closely with us to extend favourable rates given there was no additional budget was available.

Calgary Stampede - The Greatest Outdoor Show on Earth Will Go On

Calgary Stampede – The Greatest Outdoor Show on Earth Will Go On

Post the Ten Day event, DSA Media and C&B Advertising worked together  to develop a ‘Thank you’ communication to Calgarians and Canadians for attending this year’s Calgary Stampede.  Recognizing that this continues to be tough year for the southern Albertans our media partners offered to place the ads at no charge to the Calgary Stampede.   Many thanks to four of valued media partners; the Globe and Mail, The National Post, the Calgary Herald and the Calgary Sun for making this happen!

Once again these two initiatives prove that ‘We are Greatest when we work Together’.

Calgary Stampede - Thank You Ad

Calgary Stampede – Thank You Ad

An Augmented Reality – When Print Plays in the Digital Space

Recently, I attended a newspaper ‘state of the nation’ presentation that provided some great insight on the current role of print in Canada. The speaker talked about how the industry is evolving and highlighted some of the differences between the US and Canada, noting the latter saw an increase in newspaper ad spend. The presentation then provided some creative case studies and discussed new technology, which I found quite interesting.

Augmented Reality ImageI’ve been candid about my opinions on QR Codes and I feel the same way about augmented reality, including Layar, and various other print to mobile integrations. Allowing some caveats around budget, audience, scope and campaign goals, I’d suggest that only the best executions will having any meaningful impact. They look great in a creative pitch, but there’s not a lot of substance beyond the “oh, well that’s cool” factor.

To understand why, consider the case studies provided: Click here to read the rest of the article

Merry Christmas from DSA Media

For 2012, our staff has made donations to: Salvation Army, BC Children’s Hospital Foundation, World Vision, Mississauga Humane Society, BC SPCA, End Animal Cruelty, C.A.R.E.S Cat Shelter, Surrey Foodbank, Lupus Canada and Nabs.

DSA Christmas Card


What’s New in Social Media Monthly

Here’s a couple of things that are new to social media this month, that we would like to share with y’all:

1.  Facebook updates ‘Nearby‘ app:

The idea behind nearby is to be able to find places near to your location, that your friends can like, check-in to, or recommend. You can also share these places with your friends if you so desire. This puts Facebook in direct competition with services such as Yelp and Foursquare, and early predictions from Forbes and say that their competition should be worried.

2. Google+ launches Communities:

With Google+’s new launch, people can build communities around the interests they love, so they can start a hangout, share pictures and articles, or create events with like-minded people. It also just became available on mobile for iOS and Android.

3. YouTube rolls out a new look (I’m sure you’ve all seen it by now):

The focus for the new look on YouTube is to get their users to sign up for more subscriptions and get them watching more channels. They want users to do this to make it easier to go from platform to platform and still be able to view favourites just as easily, on the new guide. From YouTube, the idea is: “Once you subscribe, those channels and all of your favorite videos will be delivered to you wherever you like to watch, whether it’s on your phone, tablet, TV, or desktop.”

The 36 Rules of Social Media

Here’s a cool infographic on social media courtesy of Fast Company:


Create a Better Marketing Mix by Pairing With Social Media

I came across an article on a couple weeks back that talked about why TV and social media need each other.  The article pretty much says that although TV commercials are effective while they are running, they are costly, short term, and are usually forgotten about after the campaign has ended. By backing up your TV ads with social media, your campaign can get even more exposure, and can extend brand awareness long after the TV ads have ended.

This got me thinking how social affects other types of media. One thing that is noticeable on TV shows nowadays is the presence of a hashtag for the show somewhere on the screen during the program. For example, this image from the Fox show Bones (hashtag #Bones on bottom right).

The idea behind this is so fans will use the official hashtag of the show, and Fox is better able to measure the social audience and follow what conversations are currently happening. Simply put, using social media can lead to a bigger picture: Facebook posts and tweets can help drive customers to a website, a bus stop ad can encourage future consumers to like a facebook page, and an entertaining commercial can lead to users sharing the youtube video.

Another popular use for social media by TV shows and movies is to provide their fans and followers with sneak peeks and other exclusive offers. This is useful because it helps create anticipation for the upcoming release or season, as well as it builds fan loyalty. This also helps to keep your fans engaged with your product and take notice of your posts, instead of ignoring them.

As with any relationship, there can be a negative side. If your marketing mix isn’t carefully planned out, disaster can strike. One good example of this: A&E’s Storage Wars thought it would be a good idea to have live tweets from their hashtag scroll across the top of the screen while the program was airing. What ensued was a PR nightmare, as followers tweeted anything they felt like, which included inappropriate-for-live-TV comments.

Facebook’s Page Reach Rumours Debunked

Facebook Like PhotoOn Monday I posted a summary of some of the discussion around Facebook throttling back page reach in what appeared to be an effort to encourage promoted posts. Today, Techcrunch posted a great article debunking some of these rumours and explaining why the assumption many of us made was wrong.

The short version:

Facebook Pages have always only reached a small percentage of their fans with each post. The launch of Promoted Posts had no impact on the news feed reach of the average Page. What actually happened was that Facebook made it easier to report Pages for being spammy. It also changed how it picks what shows up in the news feed so that Pages that get frequently reported for spam show up less often. Most Pages weren’t affected by these changes, but spammy Pages got penalized and they’re the ones complaining. The moral of the story is don’t spam your fans, and everything will be fine.

And a more detailed explanation:

So why did Dangerous Minds’ Page and some other Pages start getting less news feed views and clicks to their posts? There are two reasons.

One is that these Pages appeal to newer Facebook users who don’t Like that many Pages or have many friends. So originally they might have been seeing more of these Pages that later saw their reach drop. But over time these fans added more friends and Liked more Pages. That meant there was more competitions for space in their news feeds, and all their friends and Liked Pages started showing up less frequently. Just to be clear, all the Pages that saw a drop weren’t necessarily doing anything wrong.

The alternative, but more common reason is that people thought those Pages’ posts were spammy. That’s because they were posting too frequently, people found their content irrelevant or misleading, or their messages seemed like intrusive marketing. Facebook doesn’t want to show its users spam so it limits the reach of spammy pages.

There are a few great takeaways from this article, including how page reach works, algorithm changes Facebook made in September, and some sage advice for Facebook page administrators:

So what should Pages do now? Focus on publishing high quality content. Don’t post too often and don’t cram your marketing down people’s throats. Be entertaining and informative. Then follow your analytics closely, consider hiring experts that can help, and refine your strategy.

And also that sensational headlines can make you look silly.

How To Get More Clicks

Great work by Toronto agency John St. as they have some fun showcasing their viral video “product” Buyral. They even launched a standalone website with clever ‘add to cart’ shopping area and view counter. Hilarious.