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#SMWNYC Recap: The Future of Social Media and Content Creation

February 27, 2014/in Account Service, Agency, Digital, Feature, Media, News, PR /by Webmaster

Last week, we sent our Social Media Manager Erica Nardello to the Big Apple for Social Media Week NYC. In two days of SMW sessions, expert panelists from socially savvy agencies and brands discussed continuously changing social media platforms, revolutionary content strategies, and evolving analytics. Check out Erica’s key takeaways from select sessions below and, if you were in attendance at #SMWNYC, let us know what findings you found most valuable in the comments!

The Language of Social Media is Visual

The internet was built on text. From search engine algorithms and queries to website and application coding, words have defined and shaped the digital experience. But, as JWT Trends Strategist Will Palley pointed out in a session on Thursday called Reading is No Longer Fundamental: The Shift to Visual Vocabulary, “new social platforms force people to learn new languages.” Increasingly, those languages are not always (or only) verbal. With the rise of platforms like Pinterest and Instagram, the language of social media is evolving from words (and even limited characters) to images. DigitasLBi SVP and North American Mobile Practice Lead Chia Chen said in The Changing Face of News Consumption, Hosted by WSJ, “The currency of social media is imagery.” As users increasingly turn to animated stickers and emoji to communicate, brands need to evolve to learn from, understand, and embrace these languages – to “listen visually,” said Palley. But how?

“We need to restore context to content,” said Curalate CEO and Co-Founder Apu Gupta. That context can come from comments, emoji, metadata, and more. While users may be pinning your brand’s products or posting photos of your signage on Instagram, it’s important to understand the users, read their posts, and know that they could be sharing the content because they love it or because they hate it. Brands have the opportunity to create that context by inviting consumers to participate in the content creation process. Rather than simply taking and repurposing user-generated content, Craig Hepburn, global head of digital & social at Nokia, recommends that brands start building relationships with (but not paying for the involvement of) key influencers. Curalate’s Gupta cited a really amazing example of work with Urban Outfitters, which leveraged user-generated content to create a digital experience based on the real style of its customers on its homepage. But the best part wasn’t the “influence” of the customers featured on UO’s website – it was their enthusiasm. “We talk so much about influencer marketing, but that’s to the detriment of loyalists,” Gupta explained. The success of the efforts to incorporate visual user-generated content depends largely on the type of brand and the type of consumer, but one thing is for sure: the visual language of social media is still in its infancy and it will only continue to grow and change.

The Evolution of Content Creation and Sharing

Propelled by changes in consumption habits and platform preferences, storytelling has changed forever. Still, there are great opportunities and challenges for community managers and content creators of all kinds, but they’ve evolved with the times and with us. “Most people have thought of stories as having a beginning, middle and end,” said Jim Roberts, executive editor and chief content officer of Mashable. “For the consumer who has time to consume it, it’s a really rewarding experience, but most people don’t have time to do that anymore.” Now, brands and media companies are being forced to tailor their content to evolving consumer preferences.

Liz Heron, emerging media editor at The Wall Street Journal, explained that content, especially content targeted to millennials, needs to be characterized by three things: presence and share-ability on social and mobile platforms, rich visuals, and emotional relevance and resonance. And really, in a sea of content that is constantly fighting for our attention and our love, that couldn’t be more accurate. Without content that tugs at the heartstrings and engages with imagery on the social and mobile channels at our fingertips, media companies and brands cannot hope to connect with modern consumers. “The pace of change that we experienced… in the ’90s was nothing compared to the pace of change in recent years,” said Roberts. Clearly social media trends are leading the way forward and show no sign of slowing down.

 

Erica’s recap can also be found on her blog, ‘ello.

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Don’t Believe Everything You See (or Read)

February 12, 2014/in Account Service, Agency, Feature, News, PR /by Webmaster

Facebook and Twitter as news sources. Love it or hate it, it’s the state of social media today. Everyone is sharing articles, retweeting links and circulating information (often without checking its accuracy).  A recent example of this is a news article posted on DailyCurrant.com: Man Responsible for Olympic Ring Mishap Found Dead In Sochi. There has been a lot of buzz around this year’s winter Olympics; from toxic water and unfinished hotel rooms to the extermination of stray dogs around Sochi (but that’s a whole different blog post probably about crisis communication!). With all this negative media attention, yet another article that details a ridiculous action surrounding the Olympics was quick to be believed by many.

A quick look at the Daily Currant’s ‘about’ section show that they’re a satirical site with the mission to “ridicule the timid ignorance which obstructs our progress, and promote intelligence.” Websites like this and The Onion take situations that are flooding the media and put hilariously false spins on them.  All too often, however, people scrolling through their social media sites are just reading headlines and sharing stories. After all, Facebook is the second most trusted online service.  So starts the vicious cycle of circulating false news.

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Moral of the story? Think before you share (or tweet). Is it really plausible that someone was so mad about the Olympic ring mess-up that they went out and committed murder? Probably not. Ridiculous things happen, that’s for sure, but it’s better to know the facts before you end up sharing false information. Sites like Snopes.com thankfully lend us a helping hand by getting to the bottom of many circulating rumors.  Keeping up with what’s going on in the news also helps to determine what’s true and what’s false. If other outlets aren’t sharing the same story, there’s probably a reason why. It’s our hope that social media users will start reading more into their news than just the headline…though the gullibility of others offers a good chuckle.

(This post was written by London Faust, PR intern and senior at Temple University.)

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LevLane Named the 2014 Professional Service of the Year

November 19, 2013/in Account Service, Agency, Feature, News, The Bruce In LevLane, The David In LevLane /by Webmaster

Earlier this fall, the kind folks at the Greater Philadelphia Chamber of Commerce announced the winners of its Small Business Excellence Awards for 2014. Our advertising agency was named the 2014 Professional Service of the Year and we are set to receive this honor at the Chamber’s reception on November 20.

The eleven small business honorees were chosen for their “positive impact on the region’s economy,” and, in our particular case, for the agency’s extensive work for the city’s municipal offices and organizations, including the Center City District, the Philadelphia Streets Department, the Fairmont Park Conservancy and the Philadelphia Recycling Office, all current clients of our 29-year-old agency. LevLane president David Lane says, “We’ll call this an early start to our 30th anniversary celebration.”

Thanks again to the Chamber of Commerce, all of our clients and our incredible employees who keep this place running day in and day out.

https://www.levlane.com/wp-content/uploads/2015/11/levlane-logo-12001.png 0 0 Webmaster https://www.levlane.com/wp-content/uploads/2015/11/levlane-logo-12001.png Webmaster2013-11-19 13:06:432020-08-06 19:57:55LevLane Named the 2014 Professional Service of the Year

A New Life For ‘UnLitter Us’

November 5, 2013/in Account Service, Agency, Creative, Digital, Feature, Media, News, PR /by Webmaster

In 2010, the Philadelphia Streets Department was looking for a campaign to inspire residents to take action and rid the city of litter. We were proud to deliver the UnLitter Us campaign, but to us, it was more than a campaign; it was a movement to inspire a mindset change and motivate anti-litter behaviors.

The UnLitter Us movement has been a steady presence throughout Philadelphia since its 2010 launch. In 2011, the program saw heightened visibility for the program message and strengthened partnerships in what we call the “UnLitter Us Network,” a group of involved and prominent community groups and city organizations who are all working together toward the common goal of a litter-free city. In 2012, we continued to promote, integrate and socialize the program, engaging with residents at several points of contact. However, we realized that in order for the City to reach its litter-free potential, the UnLitter Us program would have to grow and evolve into a new, more actionable campaign.

Enter the 2013 UnLitter Us program, a time to celebrate, authenticate, galvanize and support. The 2013 UnLitter Us program approach focuses on two key areas: 1) Telling the stories of real Philadelphians and their efforts to clean and improve their neighborhoods and 2) informing and educating the citizenry on current City and partner programs that are impacting our City in positive ways.

By featuring the real work being done to create cleaner streets, neighborhood improvements, and stronger communities, we introduce authenticity to the message and make action a tangible thing. The simple, clear-cut way we do this is through the evolution of the UnLitter Us rally cry; shifting the tagline from “Join the Movement” to “Join Me.”

To reach a wide audience, we leveraged our message in the following spaces:

Street presence on bus exteriors:

Bus sides

Broad exposure on other out-of-home units:

Subway platform posters

Bus window clings

Streaming pre-roll video, leveraged on social media and web:

Online Display Banners and Web Takeovers:

Strong social media presence to voice the UnLitter Us “rally cry”:

https://www.facebook.com/UnLitterUs

https://twitter.com/UnLitterUs

http://www.youtube.com/user/UnLitterUsPhilly

 

So what do you say? Join Me. UnLitter Us.

 

 

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Helping Students Think Outside the Bun

October 30, 2013/in Account Service, Agency, Digital, Feature, Media, News, PR /by Webmaster

When the Philadelphia and Harrisburg Taco Bell Associations wanted to bring the national message of the Taco Bell Foundation for Teens to a local level, they looked to LevLane to create a college workshop for the high school students in their market. We created a one-day workshop that provides 500 students with an opportunity to explore their higher education options and be eligible to win a scholarship, which is funded by local Taco Bell sales.

This year,  the national foundation and workshop were rebranded, which meant that our local workshop had to reflect the new look and feel of “Graduate For Mas“. Our interactive team rebuilt the previous Taco Bell Philly Workshop website from the ground up, incorporating the new elements of the campaign to our local workshop.

The homepage pulled tweets using the national #grad4mas and local #tbphillyworkshop into a social stream, and featured an interactive calendar of important dates and deadlines. The new website also hosted registration forms for students, high school counselors and higher education exhibitors, streamlining the process for everyone.

After the website was up an running, our PR department and Account Managers planned the 2013 Taco Bell Greater Philadelphia College Workshop from start to finish, meaning we invited thousands of high school students, secured 50 college exhibitors, selected Solomon Jones as the keynote speaker, booked the West Powelton Steppers as workshop entertainment, invited Mayor Nutter to attend and address the student attendees, planned the workshop sessions with the Philadelphia Futures, and provided day-of event management, just to name a few.

Live Mas.

 

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LevLane Scores big in 4A’s IAAS Program

April 16, 2012/in Account Service, Agency, Feature, News, PR, The David In LevLane /by LEVLANE ADVERTISING

Two of our brightest up and coming staffers, Cortney and Emily, completed the 4A’s Institute of Advanced Advertising Studies (IAAS) last Thursday evening, and graduated with honors. As you know, the IAAS program provides an intensive and comprehensive training environment for young, promising professionals in our industry. Cortney and Emily participated with about 25 other “students” from advertising agencies in the 4A’s Phila. council area.

Cortney, along with her “agency team” partners, won the overall competition for the Hertz Rental Car account. Congratulations, Cortney. We have a proud tradition at LevLane for bringing home a winning team in this tough competition. Thanks so much for keeping the streak alive.

Now a shout-out to Emily. Although not on the winning agency team, Emily had a big winning idea. Emily was singled out at the graduation, by the Hertz client, for her fabulous suggestion of a public relations program which Hertz says it will consider implementing. Wow! Congratulation, Emily.

Also, a big thank you to Drake, Scott, and Lori for participating in the program and contributing their outstanding mentoring skills.

Thanks to all of you who make this 4A’s program possible, and a final congratulations to Cortney and Emily for considerable extracurricular hours and a ton of hard work.

David

https://www.levlane.com/wp-content/uploads/2015/11/levlane-logo-12001.png 0 0 LEVLANE ADVERTISING https://www.levlane.com/wp-content/uploads/2015/11/levlane-logo-12001.png LEVLANE ADVERTISING2012-04-16 10:36:242012-04-16 10:36:24LevLane Scores big in 4A's IAAS Program

Philadelphia Industrial Development Corp. picks ad agency

February 7, 2012/in Account Service, News /by LEVLANE ADVERTISING

“Philadelphia Industrial Development Corp. picks ad agency”
Philadelphia Business Journal
Tuesday, February 7, 2012
www.bizjournals.com/philadelphia/news/2012/02/07/philadelphia-industrial-development.html

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GPIC Picks LevLane

January 27, 2012/in Account Service, Agency, News /by LEVLANE ADVERTISING

GPIC Picks LevLane as AOR
http://www.phillyadclub.com/gpic-picks-levlane-as-aor.html

https://www.levlane.com/wp-content/uploads/2015/11/levlane-logo-12001.png 0 0 LEVLANE ADVERTISING https://www.levlane.com/wp-content/uploads/2015/11/levlane-logo-12001.png LEVLANE ADVERTISING2012-01-27 16:07:312012-01-27 16:07:31GPIC Picks LevLane

Brand identity on the way for Phila. Energy Innovation Hub

January 10, 2012/in Account Service, Agency, News /by LEVLANE ADVERTISING

Brand identity on the way for Phila. Energy Innovation Hub
Philadelphia Business Journal
Tuesday, January 10, 2012
http://www.bizjournals.com/philadelphia/news/2012/01/10/brand-identity-on-the-way-for-phila.html

https://www.levlane.com/wp-content/uploads/2015/11/levlane-logo-12001.png 0 0 LEVLANE ADVERTISING https://www.levlane.com/wp-content/uploads/2015/11/levlane-logo-12001.png LEVLANE ADVERTISING2012-01-10 15:58:162012-01-10 15:58:16Brand identity on the way for Phila. Energy Innovation Hub

LevLane promotes VP, Jason Rossano

November 22, 2011/in Account Service, News /by LEVLANE ADVERTISING

Philadelphia – Advertising agency LevLane, Philadelphia, has promoted account director Jason Rossano to vice president, responsible for LevLane’s Yum! Brands accounts including regional Taco Bell​ and KFC. Rossano joined LevLane in 1998, as a media intern.

LevLane president David Lane states, “In our ongoing ties with Yum! Brands, Jason is a cornerstone, deeply connected with their business and with the individuals that run it. He is numbers-oriented, with the analytical skills to recognize smart retail marketing tactics. And he is people-oriented, a leveling influence in the agency/client relationships that are essential as we keep working to put more customers in more restaurants.”

LevLane is a full-service marketing communications agency with offices in Philadelphia, West Palm, Fla., and Atlanta. Clients include regional KFC/Taco Bell, Beneficial Bank, Jomar, ALI-ABA, Saul Ewing​, Phila. Recycling Office, Fairmount Park Conservancy, WXPN, Phila. Corporation for Aging, Reliance Standard Life Insurance, Wesley Enhanced Living, Kennedy Health System, Kennedy Health Network, Senior Care Development and The Phila. Center City District, among others www.levlane.com.

Article from City Biz List Philadelphia: http://philly.citybizlist.com/2/2011/11/21/LevLane-promotes-VP-Jason-Rossano.aspx

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