Author Archives: Julia Jornsay-Silverberg

About Julia Jornsay-Silverberg

Julia Jornsay-Silverberg is a blogger, content marketer, yogi, amateur photographer and social media lover. Aside from working as the Digital Marketing Manager at Buffalo Niagara Partnership, she loves to eat and cook gluten-free, travel and watch Comedy Central. Find her online at: Blog, Twitter, LinkedIn, Google+

Why you need to join Periscope today

Live streaming is becoming an increasingly powerful and popular tool for businesses, and individuals, looking to provide people a behind-the-scenes look at an event, process or organization.

live-stream-photoApplications like Periscope and Meerkat, both still relatively new to the world of social media, are growing in popularity and audience by the day.

It almost seems as though every time I log in to Periscope, I discover a number of friends and businesses that just created their profiles.

There are a ton of reasons why applications that provide a live-broadcasting service are growing in popularity. I could spend hours writing about the different benefits that organizations and brands can provide to their audiences by connecting via live-stream.

However, to air on the side of brevity, here are the top four reasons why I think mobile broadcasting is booming, and why you need to set up a profile for your small business:

  1. Social media is becoming a visually-dominated space: Any article you read will show you the strong statistics that prove photos and videos are the future of social media. People have become lazy and don’t want to read text anymore. When all your fans need to do to get a behind-the-scenes look at your event or business is open an app, it makes it much easier for them to take action and tap in.
  2. Fear of missing out is real: It’s exciting to feel like you’re a part of the action. The great thing about these applications is they enable you to feel that way regardless of where you live, and whether you can get to the event or organization in person. Viewing broadcasts on Periscope make you feel like you’re really there.
  3. Real-time drives results: People enjoy, and seek out, opportunities to get involved in something in real-time. Why do you think Twitter chats have become such a powerful tool for organizations? Using a live-streaming app lets your audience get engaged with you in real-time, and also provides them the opportunity to ask questions. (Periscope has a chat feature.) This means that as a business, you can connect to your customers immediately, while also providing them with answers and information that they’re looking for on the spot.
  4. Show your human side: Live-streaming applications provide you with the opportunity to showcase the human side of your business. Take them on an office tour or backstage at an event, or maybe feature your President or senior team… Regardless, it’s a great way to show the faces of the people who do the work, and doing that will undoubtedly make your audience feel more connected to you.

I highly encourage you to hop on Twitter and create your Periscope profile today so that you can start to use this technology as a way to connect, inspire, inform and educate your audience.

Photo credit: Anthony Quintano

3 components of compelling campaigns

As a marketer, you want to create campaigns that draw attention and engagement.

As a marketer, you want to make noise.

However, small businesses often struggle with finding the time and tools to create these campaigns.

Often times, it’s hard to know where to start and what to do in order to create a movement or a compelling marketing campaign.

I recently participated in the “30-Day Bravery Challenge,” an effort started by a friend to inspire people to push themselves outside their comfort zone.

Through the experience, I discovered three critical elements that you must incorporate if you want to successfully create a compelling campaign:

  • Community: In order to create a successful campaign, you must first create a group of people who can function as a community. Facebook groups are great ways to bring people together to engage in a topic. For example, Greg Faxon (the creator of the challenge) created a Facebook group so that all Bravery Challenge participants could interact and engage with each other. By creating a community, you create engagement. Being a part of a community is empowering; it creates accountability and connection. Members of the community rely on each other for support, advice and guidance. Strong communities help push their participants to work together to accomplish shared goals. Knowing that there is a group of people supporting you is extremely helpful to allowing people to overcome their fears and keep pushing towards greatness.
  • Consistency: Another critical aspect to creating a compelling campaign is consistency. Individuals need to know how often they will be communicated with as well as how often they will be asked to engage or participate in group activities. Consistency helps create expectations and engagement. It’s much easier to join a movement, or engage with a campaign, when you know, beforehand, what will be expected of you. Letting people know what, and when, to expect your outreach helps create buy-in and anticipation.
  • Collaboration: The last, but most important, piece to creating a compelling campaign or movement is collaboration. The community must have an outlet to communicate with each other; to share ideas and experiences and learn from each other. By engaging with other members of the group, participants feel more connected to the movement as a whole. By sharing stories and life experiences, people create lasting connections which makes them more eager and willing to work together.

Creating a community, consistently communicating your goals and expectations, and creating an outlet for collaboration are critical in order to create a compelling, powerful campaign on or offline.

Transforming content from good to great

Transforming content from good to great

There’s a big difference between good content and great content.

You know great content when you see it; you’re immediately interested in consuming it and are inspired to share it.

However, creating great content isn’t so simple. It takes practice.

And while there are a lot of tools and best practices to follow to creating great content, below are 3 tips that I’ve found extremely useful in helping turn your content from good to great:

  • Placement: This first step to making your content shine is placement. Are you putting your content in the right place? Are you sharing it on social media? Is it on your website? In order for your content to be great, it has to be visible. You have to be strategic to place your content in the areas that your target audience spends the most time, be it your social media profile, website or blog. If your content isn’t placed where your audience looks, it will never perform well because the people most interested in it won’t end up finding it.
  • Relevancy: Once your content is found, the next factor that influences its performance is relevancy. Is your content relevant and interesting to your target audience? Does it align with their goals? In order for your content to be great, it has to resonate with the audience and make them feel something (inspired, curious, excited) that gets them to take action to share your post online, or talk about it with a friend. Posts that elicit feelings in your audience are much more likely to be shared.
  • Quality: Placement and relevancy alone won’t get your content to go viral. In order for your content to perform fantastically, it has to be quality. Does it have links? Rich media? High-res images? Did you double-check your work? In order for your content to be shared repeatedly, it has to be of high quality. No one wants to share a blog post with spelling errors or a photo that’s blurry. Taking the time to ensure that your content meets high quality standards is critical to helping it perform well.

Creating great content isn’t easy.

However, if you place it in the right channels, make it relevant to the target audience and fill it with high quality images and media, you’ll be on the path to transforming your content from good to great.

Networking: Top 10 Tips

Business Networking Tips
Networking has never played a bigger role in the job market than it does today.

With thousands of unemployed (but qualified) professionals in the market, competition for jobs is fiercer than ever. It’s not enough to have a college degree. Heck, not even a masters degree is enough anymore.

Finding a job comes down to you: your personal network and your unique value proposition.

Networking GroupAs an enthusiastic young professional, I’ve had my fair share of networking experiences. While each experience is slightly different (the size of the audience, the type of crowd, the style of event, etc…) there are some basic tips to keep in mind regardless of the opportunity to find yourself in.

  • Prepare: It’s not likely that you’ll get a job offer (or even an interview) at a networking event. However, it can’t hurt to be prepared. Read up on the professionals attending and have a one-minute elevator speech, business cards* and some examples of your latest accomplishments ready on hand in the chance that you get to make a “pitch”.
    *Be sure to carry your business cards in your breast pocket so they are easily accessible.
  • Dress the part: Dressing up makes you look good and professional. When you look good, you feel good. When you feel good, you’re more likely to come across as confident. People gravitate towards people with confidence.
  • Show up early: Arriving early to a networking event is a much better idea than showing up a few minutes late. Events are usually less crowded early on which makes it easier to find people who aren’t already engaged in conversation. Similarly, arriving early will help ease your butterflies if you’re a nervous network-er.
  • Networking Tip - Don't Be ShyDon’t be shy: Don’t wait for someone to approach you to start a conversation. Take initiative! If you see someone you would like to speak to, go introduce yourself. If that’s too daunting, ask to be introduced to someone through a mutual connection or try walking up to a small group of people and ask if you can join their conversation.
  • Ditch your expectations: Attending a networking event isn’t going to get you a job immediately. The best way to approach it is to go in without any expectations.
    *Remember: this isn’t a sales pitch; it’s an opportunity to make a positive or memorable impression and get the conversation started.
  • Listen: Find a good balance between talking and listening. Don’t just talk; converse. When you listen attentively, you absorb — you can use the knowledge you absorbed to further foster the relationship.
    *For example: try to use the other person’s first name a few times during the conversation. (People like hearing their own name and it’ll help you remember it once the conversation is over.) Also try to remember something specific about each person you meet; you can include it in your follow-up with them. Remembering the little things goes a long way in showing that you’re someone who is engaging and interested in fostering relationships.
  • Be passionate: Excitement is contagious. Win people over with your excitement over your ideas. Talk about what you enjoy doing (and why,) and ask others to do the same.
  • Relax: A smile and a deep breath can go a long way in steadying your nerves and making you look more comfortable and inviting.
  • Mind your manners: This might seem obvious but it bears repeating: make eye contact, bring people into the conversation, chew with you mouth closed and say thank you.
  • Quality, not quantity: Ditch the idea that getting a lot of business cards means that you “killed it” at a networking event. Focus on creating stimulating, quality conversations with individuals you hope to connect with. Aim to converse (and exchange contact information) with a handful of people who you would like to build a real professional relationship with.
  • Focus on “we” vs. “me”: Networking should never be just about you. It’s about helping each other. Be proactive about sharing information and recommendations or offering to make an introduction.
  • Follow up: Since everyone has their preferred method of communication, I tend to ask people directly how they’d prefer to keep in touch (email, phone, LinkedIn, etc.). Regardless of how you follow up, make sure you do it within 48 hours of the event.
    *Remember: the follow up is just step two of the process – don’t forget to keep the conversation, and the relationship, going.
  • Don’t give up: You might not get a response to every outreach you make. Even if your efforts go unanswered, don’t lose hope. People are busy; emails get sent to spam; people lose track of time. Try reaching out again in a few weeks and see what happens.

I took to Twitter and asked my own professional network to share their number one networking tip with me. Here are the responses I received:

  • “Don’t just think about what someone can do for you, focus on what value you are bringing and what you can offer.” – Elizabeth Callahan @Bflo_girl
  • “Make it light and personal but don’t force connections. If you’re someone who is fun to be with, others will want to work with you.” – Taylor Griffith @TaylorLeigh_G
  • “Don’t make it about a sales pitch. Get to know people, connect with them. Make them remember you.” – Krystal Sondel @LovinOnBuffalo

Regardless of whether you use the tips above, the thing to keep in mind is that networking is about bridging a connection and a mutually beneficial relationship with another.

One event; one introduction; one conversation could open up doors that you never even knew you existed.

Vine vs Instagram

There is no doubt that video platforms are becoming increasingly popular in the social media landscape.

Learning about the future of video in social media marketing is extremely important, especially when considering the following statistics:

  • 2/3 of the world’s mobile data traffic will be video by 2017 (Neomobile)
  • Five tweets per second contain a Vine link (7th Chamber)
  • Since the launch of Instagram video, there has been a 37 percent increase in Instagram shares on Twitter (Buzzfork)
  • Instagram videos are creating two-times more engagement than Instagram photos (Simply Measured)

While Vine was the first video platform to boom, Instagram launched their own video capabilities just a few months after Vine came to market. Not only did Instagram’s launch of video functionality place them as a direct competitor to Vine, but they one-upped Vine by introducing 15 second video, compared to Vine’s measly 6 seconds.

BREWROOM post - to use vine vs insta2

To the surprise of many, Instagram hasn’t replaced Vine in the social media-sphere. In fact, Vine has only continued to grow despite the competition; Vine has gained 27 million users since Instagram integrated video in June 2013.

And while Instagram may have the power of numbers (130 million users compared to Vine’s 13 million users), Vine has the power of engagement. According to Luce Performance Group, from June 19 to July 19, Vine videos got .0206 percent average engagement rate and an average of 20 retweets, while Instagram videos got .0111percent average engagement rate and an average of 7 retweets.

BREWROOM to use vine vs insta3

Although Instagram and Vine are comparable in many ways (how to shoot video, the ability to add a text description using hashtags, and the ability to upload and share videos across multiple social media platforms), there are a number of differences between the two platforms:

Vine vs Instagram

Despite the fact that Instagram has more features than Vine, Vine doesn’t seem to be going anywhere. The social media platform has a niche audience and offers a number of unique features that Instagram doesn’t:

  • The ReVine feature: allows users to essentially “Retweet” videos which appear directly on their profile. This feature allows for videos to go viral much faster.
  • The Loop: this feature encourages users to get creative.
  • Shorter length: the 6 second length makes for efficient uploading and downloading, providing users with instant gratification.

Similarly, the more you play around with both Instagram and Vine, the easier it is to see the differences in functionality of each platform. Getting to know both platforms well makes it easier for you to choose the appropriate one based on your goal for creating the video in the first place.

For example, Vine is a great tool to use for the following:

  • Looped videos
  • How-to videos
  • Video teasers: feature a new product or show a snippet of an upcoming event. The six second length will keep viewers interested, making them eager to learn more.
  • Creative videos: it seems as though Vine’s shorter video length produces more creativity because it forces users to be smarter about what they shoot. Vine is great for creating stop-motion animation.

Instagram is great to use for:

  • Promotional Campaigns & Commercial Style Videos: The extra nine seconds that Instagram provides (when compared to Vine) allows for much more “meat” in the message, making Instagram the better choice when you want to create a lengthier video which has a specific call to action.
  • Already created videos: Instagram lets you upload existing videos from your phone’s media library / camera roll, whereas Vine requires you to shoot the video directly in the app.

When it comes down to it, it’s really all about preference considering the fact that Vine and Instagram have a different appeal to users.

BREWROOM to use vine vs insta4.jpg

Go cast your vote and comment below sharing your opinion on which video app you prefer and why.