Since you helped us reach 1 million followers, we’re giving away our newest pin to celebrate! Enter now! http://t.co/NfvZenkexV
— Walt Disney World (@WaltDisneyWorld) January 28, 2014
This type of special milestone content can be even more effective if teased in advance. As the milestone approaches, a brand can share an update promising the release of exclusive sneak peeks, new images, or coupon codes once the milestone is reached. As a bonus, this generates anticipation and motivates fans to recruit their friends into following the page.
Dear Followers I understand there are now over 10 million of you! I thank you with all my heart and ask you to continue praying for me
— Pope Francis (@Pontifex) October 27, 2013
Milestones worth celebrating. Consider your page’s growth rate and the time between milestones to ensure that the milestones you do mark are special ones.
Lead time. Anticipate milestones by closely monitoring follower growth rates. Depending on the approach taken, a lead time of a few months may be necessary – especially if the brand will be creating a video, a giveaway, or something else extravagant.
To-do list-oriented people would probably think I’m crazy if they saw mine. It’s a combination of goals, notes, and tasks — pretty much a brain dump, in Taskpaper, of everything I have going on. When things are completed, or aren’t important any more, or just don’t apply, I delete them. If I need the history on something, I usually have a deeper archive of it elsewhere (email, text files, Google docs, etc.).
Not a big change, but archiving instead of deleting mail has been useful. It’s surprising how much I need to refer back to over time.
Something I’d like to change is my note-taking process. During meetings, I write in a text doc using Markdown for formatting, taking care of some basic organization as I go. To help focus my thoughts, I’d like to develop a generic template with commonly used sections and subsections for common meeting types, like new business discussions and project kickoffs. It could be helpful to have a generic checklist in there to make sure I’m covering all the bases.
Beyond that, I run through new email in the morning and reply to the important stuff, then move on to yesterday’s emails and tasks I didn’t get to, and then prioritize the rest for the day. I try to keep mornings for tasks where I can be distracted and it won’t matter, and then in the afternoons take on things that require more focus or a larger block of time. This usually means ignoring any email, IM, or group chat alerts and sometimes shutting the apps off altogether. This isn’t foolproof, but it gives me something to work toward.
I work from the office and home somewhat equally, and both desks exhibit the same patterns: I don’t have much on them, but over time they get cluttered, so every few weeks I get them cleaned up. Lather. Rinse. Repeat.
This is also how my email inbox works. I’d like to think this is a testament to my ability to drown out distractions and focus on what’s important, since that sounds better than being a reflection of not being organized.
At the office, I have a monitor (just one), an Apple keyboard and touchpad, an Elevation Dock iPhone charger, a phone that I don’t know the extension to or use since I use Skype, and a pen holder with no pens since I don’t write.
I don’t use any peripherals at home — just a My Book Studio external drive for Time Machine backups, a mishmash of business cards from meetings and conferences, water, coffee cups, and an ever-present pack of Orbit gum.
Homebrew — coffee porter to be exact. They’re there because I need to keep them at room temperature to carbonate, and in the winter, the office is the most room-temperature place in my apartment.
For toiletries, I have a gallon ziplock bag with non-liquids I need and a quart bag for the liquids. To save time, I put the smaller into the larger and send them both through the xray machine. Both of these bags are stocked at all times and are duplicates of most of what I use on a day to day basis. Not having to put these together from your normal supplies is a time saver and prevents you from forgetting something.
I try to standardize on outfits that I can wear all day and night, based on the weather, and that only need one pair of shoes so I don’t have to pack any extras. I also pack as few pairs of pants or jeans as necessary, since they take up the most space and can usually be re-worn. Planning here can save a lot of space and potential clothing mismatches.
I don’t take coffee supplies traveling. At one point I thought I would — I even got a cool silicone, collapsible pour over cone — but I realized that without a source of good, hot water it was more hassle than it was worth. So now, I just seek out good coffee shops wherever I am.
To showcase the brand’s authentic roots and stylish future, Timberland launched a global campaign, “Best Then. Better Now.” Porter Novelli’s Strategic Planning, Analytics & Research (SPAR) team helped lead the charge, with an in-depth, year-round analysis of online conversations about Timberland, as well as personal style as a whole. The team captured every consumer mention of Timberland on Twitter, Instagram and Facebook, tracking the context and tone of each post, as well as the poster’s lifestyle interests and device usage. Additionally, they cataloged the tone and context for every media mention of Timberland across lifestyle blogs, Web sites, and magazines, and they measured the average content sharing rate of media and influencers. Finally, the team monitored social influencers driving broader Millennial style conversations online — especially those not talking about Timberland.
The results showed that posts about custom designs, collaborations, and craftsmanship led the pack in engagement (retweets, likes, comments) and also over-indexed on Timberland style messaging (70 percent included Timberland style messaging, compared to overall 30 percent). The team also found that more than 70 percent of Twitter and Facebook posts about Timberland were made from a mobile device. Finally, music consistently drove 10 percent of conversation and at least 25 percent of impressions, with nearly 70 percent of these posts being original content (as opposed to retweets). With this research as a foundation, Porter Novelli created The Workshop, a kick-off event for “Best Then. Better Now.” hosted in a former warehouse in Williamsburg, Brooklyn.
“Style Curators” identified during social listening — a stylist, a photographer, a fashion editor, and a heritage-focused blogger — showcased their personal style alongside Timberland’s new collections and joined Timberland’s global creative director in a panel discussion of the evolution of style, heritage, design and craftsmanship. Handcrafted accessory makers LAYER X LAYER manned a leather-working workshop where guests could hammer their initials into leather wristbands, each containing a hidden USB drive with images of the collection. Indie band Wild Nothing played a set, and Social Pix hosted a social photo booth where guests could try on Timberland apparel and share photos with their friends online.
During and following the event, 1,200 social media posts earned 5.6 million social impressions. 96 percent of event coverage and conversation delivered on style messages, with 27 percent more style mentions and 14 percent more product mentions than average. The data also showed 68 percent more style-driven pieces compared to the monthly average, with 116 percent more coverage featuring high-quality images of Timberland products.
Tip: Build user activity on your page by creating a Shared Board and bringing in influencers and advocates to contribute. While you’ll still own the Board, these selected users can also Pin to it.
For more information about our team and approach, or to learn how we can help your organization with digital strategy, development and measurement, please visit the PNConnect site.
Whitney Gonzalez in Winter Haven, Florida, contributed this month’s Feature about milestone celebrations, and Ashley Johnston in Winter Haven shared her guide to integrating Pinterest into a social media program. Chris Thilk in Chicago contributed stories and insights for the Social Networking Stats and Noteworthy News sections, and Amanda Wu provided the latest stats. Allison Brill in Washington, D.C., shared updates and insights on Advertising Trends, and James O’Malley, Amanda Wu, and Erica Baldwin in New York City provided our case study on Timberland. Chris Scott in New York City gave us a look inside his caffeine-driven workflow. Tom Harris in Raleigh, North Carolina, provided our cover photo. The cheese photo was uploaded to Flickr by Sasa Pahic Szabo, the balloons photo by Simon Whitaker, the coffee beans photo by datenhamster.org, the server photo by ChrisDag, and the football field photo by Daniel X. O’Neil, some rights reserved. Some backgrounds courtesy of subtlepatterns.com.
Thanks to Jennifer Laker, John Ciacia, Peter Schiebel, Jeremy Harrington, and Sean O’Shaughnessy from the Platforms team for providing design and development support, and to Mary Gaulke, Dave Coustan, Josh Hallett, Tom Harris and Lauren Sandelin for editorial oversight and proofing.
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