BuzzLine: PadillaCRT Personality Quiz

After attending the PRSA International Conference and Career Expo last week and answering questions from eager students about how to succeed in getting an interview at PadillaCRT, we thought it was time for a little quiz.

Agency life is all about culture. Working well as a team in brainstorms, meetings and office outings is almost as important when looking at prospective hires as great work experience or stellar recommendations.

To vet potential new employees, 88 Creative, a design and marketing agency in Toronto, created a BuzzFeed quiz to help applicants figure out if they would mesh with the company culture. With questions ranging from your favorite snack to your stance on the iOS vs. Android debate, quiz takers were able to see if their personality would be a good fit for the job.

So here’s what we want to know:

Current employees – what’s your six-word personality-based question to ask potential new hires? For example:

-          How do you define your purpose?

-          What do you enjoy on weekends?

And prospective hires, let’s hear your six-word personality pitch to convince us you’d fit in with the team. For example:

-          My Purpose: Think…

Bookmark and Share
Digital Marketing

Why “I hate math” is a PR Pro’s Death Sentence #PSRAICON

Photo courtesy: GithubThe day of my Econ 101 final, I swore off functions, curves and computations forever and declared a major in the farthest thing away I could find — French. And (while I’m being honest), when I began a career in PR, I never thought complex, algorithm-based analytics would become a cornerstone of my day-to-day decision-making. But thanks to Facebook, Google and that beast we call Big Data, they have.

At this week’s PRSA International Conference in Washington DC, Facebook’s Vice President of Global Communications Mike Buckley urged roughly a thousand right-brained PR professionals to repair their burned bridges with all things mathematical and embrace data and analytics as the true communication allies they can be.

“Data is power,” Buckley said. “It gives us intelligence that enhances our ability to advise, manage expectations and help our companies grow.”

Not convinced yet? Here are Buckley’s reasons why communicators should start paying attention to analytics NOW:

  • You can’t manage what you don’t measure.  All other organizational functions – IT, operations, sales, legal – are expected to perform their jobs in a way that is rooted in data, and there’s a reason for…
Bookmark and Share
Digital Marketing

The Right Way to Measure Social Media

With stories, not spreadsheets.


For today’s communications pro, it’s the $64,000 question. When you describe it, your clients roll their eyes. When you report it, you’re lampooned.  If you’re honest with yourself, you know that every now and then you fake it.

And yet, the requests for it never stop.

What is “it?” It’s the return on investment (ROI) of social media. After all, if you can’t measure it, you can’t market it.

On one hand, there isn’t a social media strategist in the world (including me) who hasn’t copied-and-pasted a fancy chart like this:


But scratch the surface, and questions begin to arise. Is a total reach of 16,000 a lot? What’s the difference between “total reach” and “viral reach?” What’s the difference between “engaged users” and “talking about?” Which is more important: comments, likes, or shares? The devil’s in the data.

On the other hand, what if you humanized the numbers? What if you took them out of their natural tech habitat and related them to long-standing measurements offline?

Here’s an example. Last year, a coalition of “bibles, badges, and businesses”—evangelical, law-enforcement, and business executives—descended on…

Bookmark and Share

BuzzLine: What Would You Ask Your Future Self?

Me, 20 years in the future

Me, 20 years in the future

Ever wondered if that wrinkle cream you’ve been using since you were 18 is really going to prevent those crow’s feet? Or if you’ll still love the same sports team after you’ve moved away from your hometown?

As part of a new digital campaign to celebrate their 20th anniversary, the telecom brand, Orange, has created a website that uses Kinect and FaceShift facial recognition technology to instantly age you 20 years. Although many of us spend a large sum of time and money actively trying to prevent the aging process, everyone’s wondered something about their future selves and today is the day to find out.

All it takes is 2 minutes and a webcam and you’ll be facing yourself, 20 years later, ready answer any questions you might have about the future. So we want to know, in exactly six words, what would you ask your future self?

The first questions that came to my mind were:

-          Did I ever win the lottery?

-          Is James Franco my husband yet?

-          Am I the crazy…

Bookmark and Share
Digital Marketing

Native Advertising? Been Doing it for Years…


I was fairly stunned when I read an article in Mashable last week that touted “native advertising” as one of the Top 5 Trends from Advertising Week 2014 in New York.  Guys, that bus has left the station and odds are, your PR agency is driving it. We might not have been calling it “native advertising”… kudos on the nifty buzzword, but we’ve been hard at work, using it as a key part of our PESO strategy.

Native advertising is when brand-sponsored material is integrated into websites and social media platforms seamlessly, so that it looks like it’s editorial content. No pop-ups, no banners, just great content that happens to come from a sponsor. PR agencies love it, because we can share our client’s message with their audience in a controlled way. Done well, it seems as though it just belongs, hence “native.” We’ve been using native advertising in the form of sponsored guest blog posts, and we’ve been carefully integrating keywords and links to drive SEO. We’ve been working with key influencers, sponsoring content on their websites that matches their look, feel and voice for seamless brand integrations. We’ve been doing it in the form of…

Bookmark and Share

BuzzLine: What Would You Do with an Invisibility cloak?

Invisibility IllusionAsk a person what superpower they’d like to have, and a few answers almost always make the list: the ability to fly, super human strength, telepathy and the gift of invisibility among many others.

Well Dreamers, it looks like you’re in luck! Though you probably won’t have to worry about anyone reading your mind or flying away in the midst of a conversation, scientists at the University of Rochester have created an optical-illusion device that could bring to life the Harry Potter-esque invisibility cloak.

Many have tried to create a high-tech way to make objects invisible but these scientists took it back to basics. Using a series of four stationary lenses placed in a line, light can bend around an object in front of the lens, making it appear to disappear. If used correctly, you can see beyond the lenses, but not what’s in between them.

This illusion, although exciting to watch in a lab, is still a few years off from being wearable. In the meantime, let’s hear your six-word fantasies of what you would do with a real-life invisibility cloak!

I would:

Put over car…drive really fast


Bookmark and Share
Digital Marketing

If variety is the spice of life, diversity is the main course

spice of lifeHow many times in life have you looked at something and thought it was ridiculous, or the time wasting folly of someone with nothing better to do? Have you ever passed judgment on someone’s idea? Have you dismissed a thought because it seemed ludicrous at the time? Are The Stones the greatest band ever and everything else is garbage, paling in comparison?

At what point do we humans go into this terrifying cerebral lock down? Brick by brick, it’s as if we slowly build a walled garden around ourselves. We construct our own safe little place, where everything is just as we know and how expect it to be. Do we do this because our brains lose the ability to be open as we age, or are there other factors that cause us to go into lockdown?

Neuroscience would suggest that our behavior and lifestyle has a lot more to do with it. When you look at kids, their lives are dedicated to learning and discovery. They spend their days being challenged and tested. We on the other hand are so busy doing and getting stuff checked off the list, that…

Bookmark and Share
Digital Marketing

4 “Weak” Digital Marketing Metrics That Should Be Avoided

In an age where just about every action online is trackable, digital marketers can easily fall into reporting on some very shallow metrics. These common metrics are littered across the web and might appear valuable at first glance. However, prying them open and taking a deeper look, these metrics fully reveal their lackluster value.


clicksEvery marketer wants their ad to get clicked but does an ad click equal a visit or conversion? What’s the value of a click? I covered this exact issue a while back and my investigation revealed that an ad click doesn’t always equal a site visit. In an environment where bots and click farms exist, it’s imperative that if you go down the “clicks” path you’ll need subsequent data to provide value. Whether it’s site visits or, more importantly, conversions, your report should be more robust than just “clicks.”


In the same vein of clicks, “likes” are a very deceptive and bloated metric that we all seem to get caught up in. We all want our clients to have these massive Facebook followings but when the majority of your likes are coming from the developing world, you might want to take a deeper look at the reality of that “like.” When buying likes, you can turn to Facebook Advertising or services like Boost Likes. Whether your approach of getting likes is legitimate or illegitimate, both methods are flawed as the above video explains. When it comes to Facebook, the important metric to focus on is engagement. Your brand could have a billion fans, but if no one is engaging with your content, what’s the point?
Read More

Bookmark and Share

On Purpose: Aaron Bird at the Intersection of Content, Marketing, Sales and Technology

The Buzz Bin’s “On Purpose” feature explores the thinking behind the strategies and tactics top marketers and senior-level executives employ in pursuit of business goals.

Aaron Bird is the CEO of Bizible, a marketing analytics startup that allows companies to easily track the ROI of their online marketing inside Salesforce. He also is the founder of Previously, Aaron was the Senior Lead Program Manager at Microsoft on Bing Ads.

Aaron Bird is CEO of Bizible, a marketing analytics startup that allows companies to easily track the ROI of their online marketing inside Salesforce. He also is the founder of Previously, Aaron was the Senior Lead Program Manager at Microsoft on Bing Ads.

Aaron Bird is CEO at Bizible, a marketing analytics startup working hard to help businesses align their sales and marketing activities. The company recently announced a new round of funding and counts some great brands as clients, such as ADP, Aveda, Curtis Wright and Delta Airlines.

It also occupies a space increasingly important to communicators: the intersection of content, marketing, sales and technology.

We talked to Bird, who holds an MBA from…

Bookmark and Share
Digital Marketing

Shock and Awe – Why Content Goes Viral on Instagram

What does it take to “go viral” on Instagram? There is a lot of great content on social channels that never reaches viral fame. The scientific answer to what makes content go viral: emotion (infographic). According to the author of “Contagious: Why Things Catch On,” the more emotion your content evokes, the more viral it will become. Be honest: When was the last time your Instagram update made people laugh, cringe, or created a sense of awe?

There is an impressive number of recent examples that have gone viral on Instagram. Here are my top three:

#MyInstagramLogo: Nobody knows how it started, but an increasing number of Instagram users are obsessed with recreating and posting its logo in amazingly creative ways (check out the hashtag #myinstagramlogo). This trend is a nice and fun example of consumers putting their own stamp on their favorite product (In this case, Instagram reportedly has no involvement in the campaign.).

The Rice Krispies Picasso: Jessica Siskin will make you crave more Rice Krispies. It all started with Jessica putting a picture of a Rice Krispies…

Bookmark and Share