Digital Marketing

The Evolution of Social Investment: What’s Happened and What’s Ahead?

The only constant in social media is change. 

Yeah, I’m sure you’ve heard that before but it’s even more relevant when it comes to the level of investment required year-over-year. It’s becoming harder for brands to not only become disruptive, but to also set realistic goals with rising advertising costs on platforms like Facebook and Instagram. Distributing content to fans has never been more difficult.

Fast company

Source: Fast Company

As we head into New York Social Media Week, I’ve started pondering on this topic since I expect (and can’t wait to see) a handful of innovative, effective campaigns that cost a pretty penny. And I don’t just mean production cost, but more so distribution cost. It’s the cost of getting your content in front of fans that has really changed — almost overnight (I’m kidding, but it’s been pretty quick). There’s just so many more brands in the marketplace in terms of social advertising — whether they’re just boosting top performing posts or putting a huge spend behind their latest piece of video content.

So how did we get here and what’s next?

Let’s take a quick look back. As social marketers,…

PR Industry Trends

Around the World and Under one Roof

Buzz BinWhat a great time to be a consumer that enjoys quality food in the United States….Aka a foodie. Interest in all areas of food continues to achieve unprecedented growth. According to the annual report from The State of the Specialty Food Industry 2016, specialty food sales hit $120.5 billion in the U.S. in 2015. Driving this demand are a couple things: growing consumer interest and concern about where food comes, and an interest in adventurous flavors and international foods.

Small specialty food retailers that carry gourmet foods have arrived on the radar of large retailers like Target and Kroger, who are working overtime to capture some of this market share—consumers who are eager to try new and adventurous foods from harissa to curry. Food & Nutrition reports that “According to Global market research firm Mintel, sales in the ethnic food sector have climbed steadily since 2004, reaching $2.2 billion in 2009 and growing to 8.7 billion in 2012. Analysts predict another growth of more than 20 percent from 2012 to 2017.”

Independent gourmet shops and supermarkets are not the only retailers feeding this demand. Food Halls have upgraded the food court

Media Relations

Cutting Through in Today’s Media Ecosystem

allmyfavescom

allmyfaves.com

Coverage of the new President has dominated news cycles. In January he set a single month record measured by mediaQuant receiving $817 million in coverage. It has felt a bit all consuming. It also means that journalists and consumers may have little time for your message.

In September 2001, the news was understandably consumed by the attacks on 9/11. As a young PR pro, I was pitching chefs to morning shows for cooking demos to celebrate Mushroom Month. While we considered pulling the plug, what I found was that there was a need to start including comforting and non-controversial topics like food. In today’s environment, even food cannot escape the political discourse. Immigration and trade are crucial issues for food producers, manufacturers and restaurants. Crafting the right angle will help you cut through the noise and get noticed.

People Seeking Comfort: Searching Google Trends there are noticeable spikes in recent months for comfort food searches. While it is that time of year, it doesn’t account for the full jump. Whether people want to be comforted or celebrate, food is a welcome distraction or addition.

Healthcare

Crisis and the Health Care Industry: Q&A with the PadillaCRT Crisis Team

medical-563427_1920In a crisis the stakes are always high. No matter the practice area, reputations are on the line and making a bad situation worse is the last thing a company wants to do. But each industry has their own unique risks that require a tailored crisis plan. I sat down with the PadillaCRT Crisis Team to discuss crisis and critical issues in the health care industry and how they support the agency’s Health Care Team and its clients.

What are the most common types of crises that you see in the health care sector?

Right now the most common events you see are bad patient outcomes, data breaches, active shooter situations, and concerns regarding the Affordable Care Act. Data breach has become a particular concern because of the amount of personal and financial information health organizations have access to.

How are the Health Team’s crisis needs different than other practice areas?

The health care industry is extremely regulated, which limits what we can and cannot say in response to a crisis. For example, in the event of a bad patient outcome, we can’t fully disclose the situation due to HIPAA restrictions without patient approval.…

Investor Relations

Women, Money and Power

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Some interesting – and very timely – data was reported by PadillaCRT client Allianz Life last week. Women, it appears, are taking the reins of their household finances, but many are still hesitant to do so when managing their careers.

In its newly updated Allianz Women, Money, and Power® Study of more than 1,400 women (initially conducted in 2013), Allianz Life found that the majority of women in the study (51%) claim they are the chief financial officer (CFO) of the household, and more married women (37%) report being the primary breadwinner of the family (compared to 31% in the 2013 study). Additionally, 53% of women report they either have a “great deal of responsibility” or they “do it all” when managing the household’s long-term savings and investments.

That’s great news. But delving deeper into the results, we found that despite having such a large impact on household finances, the number of women who say they “have more earning power than they’ve ever had” has decreased to 50% (compared to 57% in 2013). Factoring into this perceived decline in earning power, less than half (44%) claim they have “leaned…