2014 Media Goal
March 6th, 2014
Question: What is a key focus for cj Media this year?
Answer: Communication. Better yet, proactive communication.
Over the years, we have gone through some changes when it comes to communication at cj and in Media as well. Are we communicating too much? Are we not communicating enough? Do our clients even read what we send them?
We have extensive processes that we follow so that we get the best results for our clients. What we have found is that in some cases, our tenured clients have forgotten what we do, and our newer clients don’t know what we do. (more…)
A Series of Social Lies: Part Two
February 25th, 2014
The Lie: Anyone can manage your social media.
It’s fairly common to see business executives hand their social media presence over to the millennial in the office, typically an intern or young office assistant. While these individuals are often great at connecting with each other on social media, they might not be the best option for connecting your brand, and I’ll tell you why:
Social media has the power to connect directly with customers, to engage users in conversation about your product or service, and to present your brand to an audience of millions. That’s a big responsibility. Is your social media manager qualified to do these things effectively?
When you’re looking for someone to manage your social media, being a millennial doesn’t always mean they have the knowledge and skillset required for the job. At cj, our social media specialists have 4 key areas of expertise. (more…)
Are Your Law Firm’s Facebook Stats Looking Grim?
February 18th, 2014
You’ve been posting on Facebook regularly. You’ve been creating interesting, engaging content for your law firm. You’ve been sharing and promoting that content while being increasingly more active in your community—liking and sharing with non-profits you support. You’ve even hired social media experts to guide you. You admired your growing list of Facebook followers and thought, “We’ve got this social media thing!”
Then suddenly something went wrong. Your posts are losing impact. You’ve stopped getting engagements from your followers. Your reach on Facebook is declining. What the heck is going on?
2014 Super Bowl Ads: The Good, Bad, and Adorable
February 4th, 2014
On any given day (Sunday or otherwise), advertising is a full-contact sport. But with 30-second commercials going for $3 mil a pop, advertising during the Super Bowl (or “The Big Game” as our intellectual property lawyers prefer) is more like a war.
So who were the winners in this year’s marketing melee? After much
arguing discussion, a few of us from Creative Services are here to share our picks for the best and worst commercials from Super Bowl XLVIII. As you would expect, lots of opinions means lots of variety. Enjoy!
A Series of Social Lies: Part One
January 30th, 2014
The Lie: You have to be on every major social media platform.
Your new millennial intern just told you about an awesome social network, and you want to know why you’re not on it. I’m glad you asked. Our reason for not adopting a particular platform for your brand typically falls under one of these four categories:
1. Your audience isn’t there.
Just because a platform is popular doesn’t mean its populated with your target demographic. It’s important to do your research and find out where your audience is engaging. If you’re a personal injury law firm committing time and energy to a platform full of 12-year-olds talking about World of Warcraft, you’re likely wasting your resources.
2. You need to prioritize depth over breadth.
There is one constant truth for all social media platforms: you have to post consistently. The recommended frequency varies depending on the platform, but one sporadic post every couple of months simply won’t cut it. Know how often to post on each platform, and decide what you have the time and resources for before committing to any and every platform that presents itself.
3. GIFs and Vines aren’t your forte.
Some platforms are most valuable when populated with very specific content. For example, Tumblr is a primarily visual platform, full of GIFs and memes. If you can’t think of anything the most interesting man in the world might want to say about your brand, Tumblr might not be for you.
A few other platforms that fall in this category include Vine and its 6-second videos, Pinterest and its crafty DIYs, Instagram’s filtered photos, and MySpace and its nearly-famous pop stars. You might have a few ideas that could work, like safety tips or FAQ’s, but are they enough to post over an extended period of time? You have to be able to provide quality content on a regular basis for any platform you adopt.
4. You have to be a committed partner.
Remember that time in high school when you left your crush message after message and never got a call back? You can’t go around breaking hearts on your social media platform. If someone writes a comment or a message, you have to provide a timely response. This is basic customer service.
Every question and comment is an opportunity to engage in conversation and build the user’s relationship with your brand. Our rule of thumb is to respond within 24 hours. If your process for a platform doesn’t allow for reliable and timely communication, you may need to break things off.
The Lie Debunked
The Truth: You can do anything, but not everything.
Powerhouses like Facebook and Twitter aren’t going anywhere. These are the platforms to start with. Build a strong, interactive presence here. Once you have them mastered, do some research, or reach out to our social media team, to see if there is another platform that could offer value to your brand. Be sure to consider these four questions:
- Is your audience there?
- Do you have the time and resources to post consistently?
- Can you offer relevant and appropriate content for the platform?
- Can you commit to being available for conversation?
If you can’t answer yes to all four questions, it’s probably not a platform you need to be on just yet.
Questions about what social media platforms best fit your brand? Contact your Social Media Specialist.
Twitter’s New “Nearby” Feature: What Law Firms Need To Know
January 24th, 2014
Keep On Radar, Wait for Acceptance By Mainstream/Larger Audience
Back in December, Twitter made headlines when it began experimenting with a new feature dubbed “Nearby.” This new timeline feature lets mobile app Twitter users see tweets from other nearby Twitter users whether they follow them or not. This feature will likely get more media coverage in the coming months. For now, law firms should be aware of this new feature but hold off on taking action until it rolls out to a wider audience.
The service appears to be in beta-mode, only available to a limited pool of mobile users who have elected to share their location information on Twitter. It seems like an obvious play from the microblogging service to gain a foothold into local marketing space and compete with services like FourSquare, Yelp and Google for local advertising dollars.
There are a number or reasons why law firms need to be aware of this service and keep it on their radar screen.
Engagement – This feature let’s users and businesses see what’s happening around them. It gives you the ability to monitor conversations, see what your potential clients are talking about. It also let’s you monitor what other businesses (and competitors) are discussing .
Amplification – The new service lets all users near you see your tweets whether they follow you or not. This gives you the ability to be found by a group of Twitter users who may not otherwise have found you or seen your tweets. As always, make sure you have something relevant and interesting to say when expanding your audience.
Community Goodwill/Branding – This is another tool in your marketing toolbox to help you brand your firm in your community and build goodwill. Promote and retweet nearby charities and non-profits, particularly those with whom you have an existing relationship. Pay attention to neighborhood issues that affect your surrounding community. Be part of the conversation.
So what do you do next? Stay tuned. This feature is still in testing mode. As it gains traction and more information becomes available, we will keep you updated with news. More importantly, we’ll create a plan of action that will let your law firm get the most out of emerging marketing opportunities like this.
We’ll continue to monitor Twitter’s “Nearby” feature as it rolls out. Your client services representative will contact you when action is needed to begin utilizing this service.
January 23rd, 2014
To rattle off the names of all the law firms EXP worked with and visited in 2013 would sound like the Johnny Cash song I’ve Been Everywhere. Suffice it to say, this was a crazy friggin’ year for us. The EXP crew worked with more law firms, traveled to more locales, and shot more videos than ever before.
Check out these numbers and this video to see what EXP did in 2013:
- Produced 417 videos and commercials
- Visited 7 different cities
- Collaborated with 17 different law firms
- Shot 11,214 minutes of footage
Dos and Don’ts for TV Lawyers
December 20th, 2013
Being a lawyer who advertises ain’t easy. You work your ass off building and maintaining a top law practice 364 days a year. But then on day 365, you have to transform into a polished TV spokesperson. Pressure? Not with Creative Services watching your back.
Nothing makes us happier than helping you say a killer line the way it needs to be said. Our producers and crew work tirelessly so that, after a shoot, you return home a conquering hero.
Even though we go over all the details well ahead of time, the more you know the better. As you ponder New Year’s resolutions for 2014, here are the essential dos and don’ts of a lawyer commercial shoot.
Welcome Back (to Media) Ringger
December 17th, 2013
Well, actually, she is now Laura Hudson, not “Ringger.” She will always be Ringger to us since that nickname stuck over 10 years ago when Laura joined cj Advertising, via the Media Department.
Her five years in Media started with managing the invoice process from start to finish, then managing what spots ran for our clients as a Traffic Manager. She then moved to managing our clients’ media dollars as a Media Buyer, and eventually Senior Media Buyer.
After her time in Media, Laura took on the role of Brand Manager and learned more about other parts of our agency world. (more…)
Nurenberg Paris – Creative Vision Q & A
December 12th, 2013
Since 2008, cj Advertising has had the privilege of working with Nurenberg Paris, an Ohio-based firm with more than 85 years in the business. Recently, we sat down with Managing Partner David Paris to discuss the creative direction for their advertising, as well as his vision for the future of their firm.