Q&A with Matt Fairchild: New Tech Tools for Tech Brands

Fairchild_ComposedOne of the popular narratives about technology is its capacity for disruption. Airbnb hopes to change how we think about hotels. Uber wants to be the go-to taxi service. But technology is doing much more than creating competitors. Technology will perhaps be most influential in connecting customers with brands.

Every customer interaction with a brand is an opportunity to earn that customer’s attention, to tell a purposeful story, and to be remembered. Instead of crawling through an entire website, customers can find exactly the information they seek thanks to site design that responds to how the site was used in the past. Instead of presenting consumers with a wordy explanation of the true value of a product, a VR headset can offer virtual tours that describe the benefits in a more interactive way. The possibilities for technology to influence marketing are nearly infinite.

In fact, the sheer number of possibilities inspired me to know more about the current state of technology and where it might be going. Luckily, I had a chance to sit down with PadillaCRT’s new vice president of technology and innovation, Matt Fairchild, and ask a few questions about…

Digital Marketing

3 Easy Facebook Insights Tips to Boost Engagement


Social media is the only place where you can interact with your brand’s advocates (and not-so-advocates) in real-time. But before you can engage effectively, you have to take a look at your page’s analytics. Here are three easy tips to improve your brand’s Facebook engagement by spending a little time in Facebook Insights.

1)      Know your Audience – Easy right? You’d be surprised. Head over to the “People” tab in Facebook Insights to learn more about your audience.

We’ve found that some of the brands we work with have very segmented audiences on each of their social network profiles. For instance, unlike typical Facebook demographics, one of our clients skews very heavily to boomers on Facebook. When we came on board, they were posting content without thinking about who they were reaching. By taking a quick peek at their insights to hone in on their target audience, we were able to make some simple changes to their content that already have yielded big results – doubling the organic reach in just a week without any paid support.

2)      Timing – Great news, no need to scour the internet anymore for stats about the best times to post on Facebook. Facebook…

Digital Marketing

Digital Storytelling: How to Share Ideas in Innovative Ways

Today we have the technology to consume content in a more interactive way. And I’m not talking via Twitter, Instagram’s recent visual news update or TheSkimm.

From journalism to brand storytelling to user-generated content, we can now use data visualization, animation, interactivity, and sound to build content that is truly immersive. I was lucky to attend a recent PRSA digital event where I witnessed state-of-the-art digital stories at Lightbox’s unique floor-to-ceiling displays.

Here are two pieces I was mesmerized by. I would encourage you to click through and experience them as well. Go on, I promise it’s worth it!

Washington Post’s Interactive Everest Climb

The Guardian’s Crowd-sourced Database – The Counted:

The Counted_3The CountedThe Counted 2

Now these digital stories were an investment, but more tools are being released everyday to allow us to be more innovative for our clients.

Tools for Brands:

1. Magisto – Simply select your videos/images, a theme and stock music. This app does the rest in a matter of minutes.


Digital Marketing

Instagram Now Insta-Search

Buzz Bin Post 6.25

The big news in content curation this week came from Instagram, which announced enhancements to the app that will enable users to explore real-time imagery from the world’s current events.

Until now, the searchability piece was missing in the Instagram puzzle. With the new Search & Explore feature, users have an opportunity to seamlessly flip through trending events, places, and conversations here and around the globe.

Looking for real-time photos from the Women’s World Cup in Canada? Or images from the Paris Uber protests? Instagram’s got you covered.

Buzz Bin Post 6.25

But why is this so important to us? Why are we so excited about another opportunity to open our eyes to other worldly news? And what does this say about our society’s unwavering desire to SEE events unfold versus READ about them?

  • We’re the ambulance chasers. Admit it. You’ve sat at a red light deciding whether or not to follow that ambulance or police car. Gossip, thrill and things in disarray drive us. They excite us. If we can’t be on the scene, we need to…
  • Digital Marketing

    Hard Cider in Hudson Valley – An Empire State of Mind

    I don’t know about other New Yorkers City dwellers but I often like to escape this urban jungle. An easy escape is New York’s Hudson Valley, where I was lucky enough to be raised for the better part of my childhood. The region consists of 10 counties and extends into an area of 150 miles. It begins just minutes after leaving the tip of Manhattan by car or train, over and alongside the river, named after Henry Hudson, who explored the famous Valley over 400 years ago. The area has a myriad of natural beauty, history and tradition, hence why it is designated as a National Heritage Area. Aside from quaint towns, breathtaking hiking trails and shopping malls, there’s also plenty for food lovers to cheer about, like renowned farm-to-table restaurants  and bakeries, The Culinary Institute of America, bountiful farms, wineries and distilleries. Fact: Hudson Valley is actually the oldest wine producing region in the United States, and  in addition to all this enticement and charm, it was also devotedly named as the nation’s “apple belt”. The Empire State is the second largest producer of apples in the USA, producing nearly 30 million bushels of this pomaceous fruit annually…

    Digital Marketing

    July 4th Pairings – 3 Infographics to Bookmark Now

    According to the History Channel, four out of five Americans attend a BBQ on 4th of July weekend. Market research has long identified Independence Day, and the two-week period surrounding it, as the pinnacle for annual beer sales across the nation. So it’s fair to assume you’ll have a drink with your burger, brats or ribs, whether you fire up the grill yourself or watch someone else tame the flame.

    Finding the right wine, beer or cocktail pairing for your BBQ can be challenging. I spent two hours reviewing existing pairing charts and identified my top three, so you don’t have to. You’re welcome! Bookmark ‘em now, and shopping for your summer grilling adventures will be a breeze.

    1.       VinePair: Wine Pairings For Popular BBQ Styles

    Regional BBQ styles are paired with recommendations for matching red and white wines. Even though the infographic is branded work from Vina Zaco, the picks are generic enough to have them handy when you stop by the store. (A close second is this infographic, also from VinePair.)

    bbq beer small

    2.       Food Republic: Wine and Veggie Match-Up 

    Veggies can be tricky…

    Digital Marketing

    Where’s the Media Buzz for the Women’s World Cup?

    2How much do you know about the Women’s World Cup? If you’re like me and have no athletic ability or interest, the answer’s likely not much; or if you have been following it, the articles or TV coverage you’ve seen have likely focused on controversy (FIFA anyone?), rather than eagerness for the women’s team success. Though the U.S. Women’s National Soccer Team has historically done better overall than the U.S. Men’s National Soccer Team, women’s soccer, and women’s athletics in general, consistently receive less media hype than men’s.

    Last year’s Men’s World Cup was the most-watched world cup championship ever averaging over 17.3 million viewers, and one of the most engaging social events online with hundreds of millions of Facebook posts, tweets and Google searches. In fact it was such a big deal in our office, we streamed it online at work and went to watch games together during happy hour, and I can imagine that trend carried to many workplaces. While the time zone is different this year and it’s less likely we’d be watching games at work, the Women’s World Cup has not received nearly as…


    On-Demand Culture: How Can Brands Keep Up?

    1How did you start your day? My morning ritual includes a cup of tea, a look through my BBC News app, a podcast download for my subway ride, a peek at my Instagram feed and then an occasional Amazon Prime purchase – whether it’s restocking the apartment with necessities or a new book. That last item is not instant like the rest, but I know it’ll arrive within the next business day. All this and for those who know me, I’m NOT a morning person.

    Our culture has evolved into one that seeks instant gratification in this digital age. Consumers expect fulfillment on demand and across the consumer journey, each touch is a brand experience. They want to interact at any time and any place. Let’s look at some companies who have evolved and then a few who were born out of this trend:

    Amazon Prime – Everything on Demand

    How do they deliver so quickly? In many cases, it’s robots shuffling your packages around to work faster and more efficiently than any human. Watch the video below to check it out, plus find out about their newest Dash product.

    Netflix – Movies…


    A Content Marketing Strategy that Works – eBook

    Picture2What was the first thing you did before making your last big purchase? If you’re like most Americans (around 70 percent according to SiriusDecisions), you opened a web browser. No surprise there – of course you’re going to do some online research before making a big purchase!

    However, many businesses struggle to effectively align their marketing efforts with the way their customers are researching and buying big ticket items today.

    If your organization could benefit from a revised approach to online and content marketing, our latest guide is for you. It equips you with the quick and dirty on:

    - How to think about content marketing
    - How to create effective content
    - How to promote content so it drives more prospects to your website where they can become leads

    Our guide gives you seven steps that will allow you to Drive Revenue with Content. It’s a fast read, good resource, and free!

    Click here to download our latest guide as a PDF: Drive Revenue with Content.


    Digital Marketing

    Brand Reputation v. Customer Service – Delta on Social Media

    Social media always has been a place for customers to voice their likes, dislikes, thoughts and opinions, and feel like they are being heard. Brands are measured and judged for their interactions and engagement with social media sites – particularly brands that value customer service.

    Delta is one such company that has placed a lot of emphasis on customer service during the last few years – and it has paid off. I am a huge promoter of the company, because the in-flight experience is just so much better than other domestic carriers, and the people are great too. So, I was a bit surprised when I visited Delta’s Facebook page and saw not one response to any negative customer comments. It didn’t seem very in-line with their dedication to customer service.

    Delta - Facebook

    Positive comments, they like and respond to, but negative comments they just leave alone.

    And you know what the crazy thing is? It seems to work. Looking at the month of May, the vast majority of Delta’s comments are positive, and the negative commenters don’t continue spamming their pages with negative comments.

    On the company’s “about” tab,…