Monthly Archives: March 2010
So Long Chicago, Hello Seattle
Wow. I’m going to sit back and try and put the 1.28 million thoughts bouncing around my head into some logical written format. With that, here’s the deal.
For the past five and a half years, I’ve had the opportunity to work at one of the most amazing strategic communications firms around. Biased? Nah, not a chance. I’ve said it in the past and I’ll say it for as long as I live – I’ve been one lucky man. I try my best to never take this thing called life for granted.
Since moving to Chicago in 2004 and starting at CG&A, I’ve had the chance to work on incredible projects with some of the smartest, outgoing and enjoyable folks around. I never thought I would have the opportunity to help the American Cancer Society pass smoke-free legislation in Chicago, register millions of organ donors in Illinois with Donate Life Illinois (nor have creative freedom over a lil’ fella named Morgan D’ Organ), put Illinois on display for travelers , assist one of my favorite nonprofits around or help brand and launch one of Chicago’s best outdoor music venues. All in conjunction with the most amazing coworkers one could ask to have on a team.
And so it’s come time to take on the next chapter in life.
I’m ecstatic to announce that I’ll be joining Waggener Edstrom’s Studio D team in April! The new official title will be Digital Strategy Senior Specialist.
On a personal note, having grown up on Whidbey Island out in the Puget Sound, I’d be lying if I didn’t say I’m beyond excited to return to the natural beauty of the grand Pacific Northwest. And yes, I know I need to make sure I have my raincoat ready. But I’m also going to have that camera firing left and right (stay tuned, I’ve got some ideas bouncing around for a photo/travel blog). Check.
From a professional standpoint, it’s been fascinating to watch various firms and agencies in Seattle continue to push ahead in the digital world. I’m excited to take this opportunity to immerse myself into the mix, contribute to a fascinating group and walk away from each day having tackled new challenges and learned a wealth of new information from amazing folks such as Tac Anderson, Nathan Misner and Jen Houston.
To all my Chicago peeps, you will be sorely missed but thanks to these fine InterWebs, friendships know no geographic boundaries (a good friend once told me that…write that down). To my future Seattle peeps, can’t wait to hop over to the Emerald City.
If you know of anyone who knows of anyone in Seattle, drop me a line! On a mission to meet some new faces.
Until next time (may be a bit with the move and all that jazz), cheers beyond cheers.
- Scott
Alright, let’s go out with a touch of cheese…
Facebook for Public Relations – PR Daily Presentation
Yesterday, I had the pleasure of presenting a Webinar for PR Daily. The Q & A was yet another good reminder to me that although the digital needle continues to push ahead, there is still a wide array of fundamental issues and concerns that global businesses and local hospitals alike are working to figure out to best implement social strategies.
That’s not necessarily a bad thing and here’s why.
A year ago, I would often field questions from others asking why in the world a company or brand would ever need any of this time consuming “social stuff” when they already have a Website. The majority of the questions from yesterday were situated around technical or tactical questions about enhancing engagement through Facebook. Bravo. The realization that an online strategy is a crucial component of your overall integrated communications strategy has definitely sunk in across the board. The focus has now shifted to tweaking, adjusting and ensuring proper baseline steps are being taken to maximize long-term engagement goals.
Special thanks to the PR Daily crew (@rebeccajshaffer and @msebastian as well as @lisanewkirk) for coordinating, hosting and moderating. A few different PR Daily newsletters remain high on my “must read” list. If you don’t already, I’d recommend checking them out.
Enjoy,
-Scott
Facebook for Public Relations – PR Daily Presentation
Why Compelling Fonts and Site Design Matter
Last weekend, I came across this interesting post from Roger Dooley about research showing how simple fonts do a better job of compelling people to action. Check out the post as Dooley provides an image that helps explain the data pulled from subjects reading two different types of fonts.
The results seem intuitive. In today’s world, we’re all soaking up massive amounts of online content. With this shift, comes a lack of overall long-term engagement. It’s the reality we have to face.
We see a good article, email or post and we click. We read and may continue to read but if we come across an interesting link within, we click. From there, the process is repeated and we bounce around. A 2008 study summarizes that the average Web user is likely only consuming about 20% of a page’s content. Correct, 20%.
What does this mean for marketers? Details count more than ever to effectively connect with your target audience.
Aside from general layout, your font, photos, videos and additional graphics all convey a specific tone and immediate message about your brand. Are you a nonprofit working to prompt action out of advocates? Are you trying to drill into the subconscious mind of business leaders to sell a specific product? Are you a tech startup trying to simplify the utility around a complex social media tool?
All factors come in to play but the crucial point is that everything circles back to first defining your target audience. If you’re not providing content, messaging and an overall vibe that will gel with your audience, be prepared to start seeing some very low “time on site” analytics. Spending additional time with your designers, programmers and creatives to properly map and anticipate future user patterns will pay dividends in the end for working towards your online goals.
I recently talked about a few additional tips to improve your site as a “home base” resource online that you can check out below.
-Scott
