Now, I might be a little biased because I love Taco Bell to begin with, but I think this is a really cool way to reach out to customers. It doesn’t come off as a big corporation responding to customer comments. It’s not formal enough for that. It seems personal and easygoing—like a person who you’d want to interact with.

Even though I know that at the end of the day it’s advertising—a tactic to get people to want Taco Bell (honestly, I always want Taco Bell)—it seems like this would be a really fun account to follow. If I had a Twitter I’d want to follow them. I might even tweet them just to see if they reply. I’m no social media expert, but it seems to me that making your posts personal and fun creates something that people want to see and therefore is a pretty good way to run an account. I think their 450,384 followers would agree, too. 

Just a year ago Instagram was bought out by the ever-growing Facebook for a mere $1 billion. At the time critics were concerned that the acquisition would affect the app negatively but the owner-CEO promised that the beloved app would only change for the better…and it has. Being able to search for users to follow using your Facebook account is one feature that has contributed to the widespread use of the application.

Other enhancements over the last year include introduction of the app to Android users, which helped quadruple the total number of users to 100 million as of April 2013. 

In December of last year, Instagram dropped the use of Twitter cards enabling users to view images within their Twitter feeds. Skeptics were nervous about the effect on Instagram photo engagement but the change has proved to only negatively affect Twitter photo engagement. 

Across industries, Instagram has proved to be a preferred method of engagement. Leading up to and during the April MTV Movie Awards, movie fans had the opportunity to vote for the Best Hero category using Instagram photos and hashtags. For sports engagement, Instagram is the dominant photo-specific platform. The New York Knicks launched an international Intsta-specific microsite to aggregate fan photos from MSG and around the world during the 2013 playoffs using the hashtag #Knicks. Restaurants and foodies use Instagram to showcase recipes and new dishes, touting #foodporn. 

As popular as the app has become, there are a few questions. How long can Instagram remain independent from Facebook and when can we expect it to be monetized?

As with any trend, there are already signs of users getting bored. When will Instagram feel the affect of the public getting tired of seeing the same photos of food, sunsets, nature, and concerts? 

While the April 15, 2013 Boston Marathon bombings were on a smaller scale, as a semi-recent transplant from Boston, it hit very close to home for me. Most of my friends and family are in Boston, and I have spent many Marathon Mondays by the course cheering on the runners. But this time, the experience of getting information was worlds different; instantaneous access to real-time information from Facebook, Twitter, Instagram and countless other sources did not exist in 2001. While there is such a thing as information overload, it did provide some peace of mind knowing what was happening as it happened. In a matter of minutes and hours, I was able to exchange texts with my sister who was several blocks away from the bombs but had been in the process of walking over to the Boylston Street bombing site when it happened. On Facebook, I learned that a former co-worker had been at this site 90 minutes earlier, but decided to go grab lunch.
 
 

I learned that a friend’s father, a 65-year old Boston firefighter, was at the scene. He was off-duty at the time, but ran to the station, threw on his gear and went to work. I saw links to a Google Doc where people could submit their information if they were either looking for, or were able to offer stranded visitors a place to stay. It was also encouraging to share in showing solidarity with all those who call Boston home, or have at one time.

In the days since the Boston Marathon, further stories have surfaced – such as a father discovering that his son had been injured through a Facebook picture – showing how social media technology and the way we access information have evolved by tremendous leaps and bounds in a relatively short time. I imagine many 9/11 stories would have been different if social media had existed then as it does today.
 

Pinterest has launched web analytics for brands. Brands with a verified website now have the ability to get a more robust understanding of what fans love most on the brand’s pinboards, see how they share those pins with their friends, and how fans want to incorporate a brand’s products into their lives. Before the launch of Pinterest web analytics, companies had to hire third-party startups to get data about consumer preferences. But now, brands have TONS of information at the tips of their fingers (literally):

• Site metrics based on pins, repins, impressions, and clicks
• Most recent pins from a brand’s website
• Most repinned pins from a brand’s website
• Most clicked-on pins from a brand’s website

But, the bigger question is… what does this mean for advertising and marketing agencies like Planit?

• We will now know what content from a client’s website resonates well with Pinterest users, therefore giving insight to what products fans enjoy seeing on this platform
• We will now have the data to show that Pinterest is a vital tool in developing strategic social media marketing plans based on consumer preferences
• We can now prove to our clients the benefits of Pinterest to help drive sales back to their websites
• We can now be more strategic when drafting social media content based on the data we pull to prove to our clients the benefits of Pinterest from a business perspective

One of Planit’s clients that will find great value in the introduction of Pinterest web analytics is Mally Beauty. We have created lots of pinboards showcasing different promotions and gift guides from MallyBeauty.com as well as Pinterest “Pin It to Win It” type contests. The client saw great engagement on Pinterest as more than 300 customers entered the Make Over Your Makeup Bag Pinterest contest and now we can see that 200 people connected with the ecommerce site (MallyBeauty.com) from Pinterest during this contest. With valuable information like this, Planit’s clients will have a better understanding of this new platform and the benefits it serves for driving brand awareness and sales.

Are you interested in learning more about these exciting updates? Check out this awesome video Pinterest created for more info: http://business.pinterest.com/analytics/

Agricultural entrepreneurs, farm equipment manufacturers, and the titans of agri-business gathered in Paris from February 24–28 for the 75th Annual SIMA INTERNATIONAL AGRICULTURAL TRADE SHOW. Apparently Queen Elizabeth wasn't the only one celebrating a Diamond Jubilee this year. This year's expo was attended by more than a quarter of a million people.  I had the good fortune to attend with my client AGCO and was amazed at the sheer magnitude of the display of agricultural equipment and technology. I had the opportunity to spend four days with my colleagues from North America, Brazil, Germany, Finland, Switzerland, China, and France. We shared a lot of great food, conversation, and ideas. 

All work and no play makes client relationships pretty dull, and if you know anything about me and my client, dull is NOT in our vocabulary, so we had to find some time for fun. But a funny thing happened on the way to the Louvre. I was struck by the exquisite beauty of the city. Though I've been before, there's always something new that simply takes my breath away. Of course we hit all the major landmarks: the Eiffel Tower, Arch de Triumph, Louis Vuitton, but it was the little gems that made this experience most memorable. Each morning began with a delectable "grillé aux pomme" from Dalloyau Boulangerie. Each night, through wind, rain, and even snow, hearty Parisians savored their coffee and conversation on the heated patios of the endless sidewalk cafes. I found a little reminder of home in the awning of the "Hotel Baltimore," and was overjoyed to see that Planit's work for The Wall Street Institute was as brilliant as the day we launched it—even halfway around the world.

I really don't know how someone can return from Paris with their worldview unchanged. For me, visiting the City of Light brings illumination. Paris can open one’s eyes to what is possible. It puts things in perspective. That point was driven home as I stood in Notre Dame and realized that if a group of 12th century masons can build a church that still stands after 850 years, the possibilities for our "Planit" are endless.

Bonjour!

1.     Have a goal in mind.

Are you looking to increase “likes” for your Facebook page? Are you looking to promote a post or event? Perhaps you are looking to drive ecommerce sales. This first step may seem obvious, but it is WAY too important to overlook.

2.     Research your target audience ahead of time. This means defining:

• Geography
• Gender
• Age
• Broad Categories vs. Precise Interests
• Connections and Friends of Connections (this is a great way to remarket to your existing fan base)

After you have a clearer idea of the audience pool your ads will reach, it makes it much easier to determine starting bid prices, which will affect your budget. Remember that the more targeting parameters you add, the higher your estimated bid amount will be.

3.     Select the pricing model and timeframe for your campaign.

Are you looking for simple awareness and visibility? If so, paying per impression (CPM) may be the right choice. Looking for guaranteed clicks and traffic? You probably want to stick with the pay-per-click pricing model (CPC). Although CPC pricing is a great feature, you need to make sure that you are bidding competitively according to the calculated suggested bid. This range can be found below the max CPC entry field on the ad setup screen. If you are not bidding somewhere in that listed range, the chances are good that your ads will not be served as often,  leading to underspend.

4.     Create easily identifiable ad groups.

When setting up multiple campaigns, always label them according to the audience and goals they are focused on. This makes for less confusion when looking at the main dashboard at a glance. This also applies to the ads contained in each group. Trust me, taking the time to establish a naming convention for your ads will go a long way…

5.     Optimize, optimize, optimize.

It goes without saying that “set it and forget it” does not apply to Facebook, so be prepared with a plan for testing multiple ads. Every experiment needs a control, so make sure you don’t try to overdo it on the changes you make. This means you need to define one item and test it against another for a set period of time. Simple changes can include adjustments to the messaging and image(s). Does one ad offer 15% off and the other one offer free shipping? Do you have a product shot running against the company logo?

Don’t forget that things need time to ramp up, so don’t make too many changes day to day. Sometimes you have to just leave it alone for a few days to see if your optimization changes gain traction.

In closing, some advertisers do a better job of isolating their target audience than others. With so many targeting possibilities it is easy to get in front of the right people, but just as easy to serve wasted impressions. Follow the tips listed above and you should be off to a good start.

One final piece of advice: Facebook ad best practices are changing just as fast as the social media landscape itself. Stay in the loop by visiting sites like Mashable.com. There are a lot of articles related to Facebook ad “dos and don’ts.” Why start from scratch when you can learn from the successes (and failures) of bigger brands?

For as long as we can all remember, there has been a spirited debate: New York-style thin crust vs. Chicago-style deep dish. Sure, we know the differences between the two…

1. Crust

Thin and crisp vs. thick and buttery

2. Sauce

A thin, smooth layer right on the crust vs. an uncooked, chunky tomato layer covering the top

3. Cheese and Toppings

A moderate sprinkling of mozzarella, if you’re going traditional, vs. a rich layer of sliced mozzarella and hearty toppings (pepperoni and sausage are most popular)

…but within those differences are the three key components to a good pizza. That is something you can’t argue!

Similarly to pizza, while the outside appearances of the websites you see on a daily basis may look completely different, the inner workings of a successful website contain three key components:

1. A Solid Layout

Nail down a structure. Create a wireframe—a bare-bones depiction of the important elements.

Embrace white space. It’s your friend! And it allows the user to really focus on the important pieces.

2. Typography

Increased size = increased importance. Larger fonts for headlines and sub-headlines create a clear chain of command.

Legibility is crucial. High contrast between the background and text increases legibility, as does line spacing of paragraphs. This is not the place to squeeze it in (hello again, white space!); no one goes to a website and doesn’t scroll down. Come on, you know there’s more below the fold!

3. Color Scheme

Set the mood. Consider the audience you’re trying to attract. Will a bold color palette scare them away or will it intrigue them?

A great example of the proper use of these elements is Remedi SeniorCare's site, which we recently developed and launched.

Solid layout? Check. Clear hierarchy created by typography? Hard to miss! Bold color palette? Intriguing, yes?

In the end, the toppings you choose for your website are based on your own palate, but it’s really all in the crust. So which do you choose? New York or Chicago?

Close them again. Picture the last date you went on that ended up being a disaster. Who were you with? Where were you? How did you get out of it?

Were your pits sweaty?

That’s what Nivea wants to know in their most recent UK ad campaign for deodorants and antiperspirants. In order to put the new products to the test, they created an interactive date between two people that viewers can manipulate by clicking the screen. Go ahead, click away. My favorite is the plant on the table.

Watching the awkward events unfold on this date reminded of a few awkward dating moments of my own:

1. The one who forgot his wallet, left me at the restaurant, and came back half an hour later drenched in sweat from running around trying to find an open bank branch. He didn’t have enough money in his account to pay, could I help? And also drive him back to his house?

2. The one who had to text his mom to ask how much he should leave for the tip. This was high school, but COME ON.

3. The one who tried to start a dance party in the sit-down restaurant by playing loud music on his iPhone (he didn’t turn out to be a bad guy, and he had great taste in music).

4. The one who answered his phone at the table and talked for 20 minutes… to his girlfriend. I didn’t know she existed, nor she I. I split the check and left him there.

Bad dates are inevitable, but apparently sweaty pits don’t have to be. Thanks Nivea. 

Some brands saw the blackout as an opportunity to leverage the situation through social media. What impressed me the most was how quickly a handful of advertisers responded to it via social media. For some, it was a moment to shine through real-time social media campaigns. Here’s a quick snapshot of what went down on Twitter during the blackout.

@Oreo: "Power out? No problem. You can still dunk in the dark." This tweet was retweeted 10,000 times within one hour. They even created a custom image within minutes, which shows the value of working with a creative agency in order to get assets quickly.

@Audi: "Sending some LEDS to the @MBUSA Superdome right now."

@Tide: "We can't get your #blackout, but we can get your stains out."

This immediate response by creative marketers and social media community managers highlights how social media can help brands turn seemingly problematic scenarios into timely opportunities to build buzz around their products.

It’s no secret that the commercials have become almost as important as the actual football game in Super Bowl broadcasts, but this weekend’s big game will feature a giant leap for advertising kind. Axe, maker of “Apollo” body spray, will make its Super Bowl advertising debut by promoting its contest to send someone on the first suborbital space tour in 2014. Here’s a sneak peek.*

In a world full of lackluster offers and incentives, it’s good to know that there are still some advertisers with the vision to truly do something different.

This campaign is a good reminder that offering the proper incentive is important. Otherwise, you’re wasting your money—or at least not using it as efficiently as you can be. I’m not going to open your email if the subject line isn’t compelling. I’m not going to click on your ad if your promotional offer isn’t valuable enough. I’m not going trust you with my business if you don’t give me a reason. Your offer doesn’t need to be as bold (and expensive) as a trip into space, but make it something I care about.  

Make it relevant—to me, to my family, to my hobbies, or to my work. Do yourself a favor—especially if you’re a B2B advertiser—and make it relevant to your product or service.

Make it valuable. Or at least make it seem that way. I’ve already got enough mugs, koozies, and thumb drives. Ten percent off isn’t enough to motivate me. If you can’t give me something worthwhile (which may even come in the form of insightful content I can use to get an edge over my competition or help increase my social status), at least give me something cool. I might even share the story with all of my Facebook friends if you do.

Make it timely, too. If the offer you’re promoting is a tech gadget, don’t make it last year’s model. If it’s information, make sure nobody has already beaten you to the punch. And if it’s a ticket to a shuttle flight, make sure it hasn’t already launched.

*If you’re interested in a peek at other ads airing this weekend, here are 10 Spots To Look Out For During Super Bowl Sunday.