There have already been a few bumps in the road, and some users are grumbling about the new feed behavior, but overall the changes mark fantastic things ahead for both users and brands looking to drive increased user engagement.

Subscribe

The single biggest new feature for professionals looking to leverage personal Facebook profiles is the “subscribe” feature. Now you don’t need to encourage business contacts to “friend” you. With subscribe you can finally hone your public image by separating what you share publicly with what you limit to friends or groups of friends within lists.

The subscribe feature also helps to shape what updates you will see from friends; letting you select either, all updates, most upsates, or only important updates (for those who tend to over-share).

Timeline

On to the fun stuff: the new timeline user profile view finally delivers something that is at once pleasing to the eye and deeply engaging. Users can select a beautiful large image for the top, with shares, photos and other info layered below in two columns. Once activated, you’ll no doubt have fun in this Facebook time machine of sorts—photo albums, trips, comments and shares come to life in a way that lets the memories and the stories shine, while the technology blends into the background.

Here’s how to get the Timeline early, for everyone else it reportedly goes live on September 29, 2011.

Apps & Ticker

The ticker, a live fire hose stream of all your friends’ and page updates, packs a potentially powerful and viral punch. Because every activity within Facebook and sites all over the web is captured here, Friends and Pages become a sort of channel that is further amplified by the ticker—making it a great tool for content discovery.

For example, say I’ve created a playlist on the newly integrated Spotify music player, the songs and playlists that I’m listening to are announced on the ticker. A friend might see a song and decide to play it too, then their friends will see the song playing. Same for a video I’m watching on Hulu, media can be consumed more easily on demand.

Privacy and Revamped “Smart Lists”

Users who have privacy concerns with the new lower barrier to sharing should definitely check out the revamped and simplified lists feature. Many of the common groups are now automatically created as a list, for example Close Friends, Co-workers, Family and friends by location.

Lists show up on the main feed below your photo on the left: click on the list for a handy way to view activity from groups of contacts at a glance. When viewing a list, you can add contacts using the box to the right, or for more options look for the “manage list” button at the top right. Add people to lists by hovering over their name in the feed (or on their page), then go down to the “friends” tab and add them to a list.

With the clarified lists, you can more easily control what you share with certain groups by directing post or status update using the customize option to the left of the “post” button.

When it comes to building an online presence, it’s nothing like building a house. It’s more like setting up a really fancy tent. You deck it out as best you can, but be prepared to get a new tent every few months. The new Facebook platform updates are all about being more connected to users and their on and offline actions. We look forward to exploring new ways to help our clients utilize these exciting features to help them to be more influential!

Neighborhood blogging has become a great outlet for community members to connect with other readers in the area who share similar interests, opinions and ideas. From restaurant reviews, to detailed accounts of life in the city, to DC’s official cocktail (that’s “The Rickey”), neighborhood blogs cover a variety of topics and everyone can find at least one to keep revisiting.

Businesses looking to reach the local market should also take note as advertising on individual blogs and local networked blogs can be a great investment helping to drive consumer decisions. We here at the Influential Social Media team also recommend businesses follow local blogs and social news to identify trends and good content to share. Being plugged in to these outlets is piece in the content strategy pie, it’s also a way that customers can check in and see that a business “gets it” about the local market.

If you’re new to the blogosphere and don’t know where to begin here’s a few local blogs to check out:

1. DCist [The Guerrilla ‘Washington Express’] This blog focuses on what’s going on in DC. It covers metro news, DC politics, entertainment, and a recent post claims to have found the best chocolate chip cookie in the city. This is a great place to look if you’re new to the city or simply want to keep tabs on local news and events.

2. Urban Turf [Real Estate] – If you’re looking for a new apartment, are interested in buying a condo, or want to know more about the DC real estate market subscribe to Urban Turf. Here you can find neighborhood profiles and trends, the best new listings, and upcoming construction projects.

3. Where the Beltway Ends [Urban Exploration] – DC is an exciting city and when you want something to do the possibilities are nearly endless. But sometimes we need a break, to get out of the DC bubble and discover something new. This blog explores great places to go that aren’t the usual DC hotspots. Whether it’s a historical site in Silver Spring or a café in Alexandria, this blog will tell you where to go if you’re in need of a district-free outing.

4. Betsy’s Bites [Cooking] – This site offers the uninspired cook a collection of new and different recipe ideas. With everything from jam to mango chutney grilled cheese (which looks outstanding) even the pickiest eater can find something new to try. The writer also adds personal elements to her writing, like documenting a recent trip to Yosemite, which adds a homey feel to the blog’s style.

5. DC Vegan [Lifestyle & Food] – Just one of many lifestyle blogs, DC Vegan is full of reviews, tips and interviews with notable vegans. Did you know they can make “faux” caviar? The Influential Team may be omnivorous, but we respect the veggie cause; we even sampled some tasty veggie burgers at our July Happy Hour at the Science Club (also, ask Justin about his famous deep-fried hush puppies)!

6. Greater Greater Washington [Urban Planning] – This is less of a blog, and more of a daily eduction in how the city should be run. Penned by smart urban planners and policymakers, Greater Greater Washington offers a unique perspective on city life, and is often on the cutting edge of policy debates and best practices. It’s refreshing to read the smart opinions on this site, and often say to yourself “why didn’t I think of that.”

7. Prince of Petworth [News & Opinion] – The “Prince” has branched out to cover daily happenings, restaurant openings, neighborhood events and rants all over the DC area. The blog’s cheeky style and unique perspective has a growing following and is a good place to look for the grittier side of DC living.

8. New Columbia Heights [Hyper-Local News] – Finally, there’s a segment of blogs truly focused on one neighborhood. These have become go-to outlets for neighbors to connect and stay informed. Some, like And Now, Anacostia (an aspirational focus on the rebirth of “east of the river” neighborhoods), tell the unfolding story of neighborhood change. Others like Logan Circle’s Borderstan keep tabs on new businesses, crime and other important issues. These blogs do a great job defining the neighborhoods they cover.

Finding good neighborhood blogs can truly enhance your experience in the city. You can meet new people, discover new places and deepen the connections you have to your neighborhood. To find a blog that piques your interest, visit www.dcblogs.com where you can find links to numerous DC-based blogs. Subscribe to a few and also sign up for Google Reader to easily keep track of the daily entries. We made a great Google Reader bundle of 31 blogs covering nearly every corer of DC interest. Just click on the link, you can browse the feeds and subscribe using your Google login.

Meg loves puppies (actually only Boo), she enjoys running in the city, taking part in numerous races and running clubs in the DC area. Meg joins us from the Republican Governors Association where she served both the finance and political divisions. Meg is currently a senior at the George Washington University majoring in International Affairs, focusing on International Economics. In her spare time when she’s not supporting our digital strategy and business development teams, she fights the sins of government waste with her magical debt-reducing cape. This is why she is our Ambassador of Awesomeness.

]]> http://blog.influenti.al/neighborhood-blogging-takes-off-in-dc/feed/ 13 http://blog.influenti.al/on-the-247th-day-we-made-a-website/ http://blog.influenti.al/on-the-247th-day-we-made-a-website/#comments Fri, 22 Jul 2011 13:25:00 +0000 Justin http://blog.influenti.al/?p=189 It’s hard to believe that Influential has been in business for over 247 days, but it’s true. We’re getting very close to our first birthday and I thought it would be fitting to have something a little better than a holding page for a website. As Erik’s always reminding me, “the plumber’s pipes are always broken.” It’s true. We’ve been so laser focused on helping our clients reach their dreams that we forgot about ours. We’re getting there.

Today I’m happy to let ya’ll know that the beta version of our new website is now live. Give it a quick perusal here: http://influentialdc.com/

We have several cheeky and whimsical features that we’re currently developing, but I just couldn’t wait any longer. With my extensive background in photography I thought it would be most appropriate to highlight that perspective in the design. On each page load you’ll see one of a series of selected images. Over time the selection will evolve, and additional features will be added. I tell this to all of our clients, and today I’ll say the same to you: for every brand, website, marketing campaign, film or photograph, we approach it from a photographer’s perspective.

As a photographer I’ve spent a lifetime behind the lens, observing, documenting. I strive for honesty in my photography in a way that allows you to transport yourself into my shoes, to see the world as I see it. Designing a brand or website really is much the same. We delve into the user experience in a fundamentally different way that bring beauty and simplicity to the forefront while maintaing honesty and authenticity.

So my friends, take some time to check out our little website. My hope is that you will have a better understanding of our perspective. And as always, thank you all for making this life of mine so incredibly blessed.

Here are some screen grabs from the PSDs:

We’ll cover sharing articles, scheduling updates, and touch on listening and responding to customer conversations and feedback. These are critical components to utilizing social media for business; because the only way you’ll break through to true engagement with your audience is by keeping your activity up, and by being relevant to the market that you’re trying to reach.

First, to review from previous discussions here on the Influential Blog, whether posting from a business page or a personal account, consider your content strategy. Next, make sure that you have done the work to tighten up your privacy settings, so that the various groups of personal and professional contacts get the most relevant posts as possible.

Sharing Articles

It may sound obvious, but one of the first things you should do to keep your social networking activity up is to share some of what you are reading (that “share” button on websites and blogs is your friend). You can also simply copy links and update your social networks of choice. If your organization has a Facebook Page, re-share posts to your personal profile from time to time so that your friends get a glimpse of what you do.

Add your own analysis where possible, and test the waters by sharing content on different social networks throughout the week (popular networks for sharing include: Facebook, Twitter, Buzz, Linkedin and Stumble Upon. Occasionally share items as you’re reading, but don’t overdo it or you may turn people off with high-frequency updates, more on scheduling in a minute.

Pro tip: Start using Google Reader (Alternative: Feedly or StumbleUpon, and other RSS readers here) to subscribe to all the news and blog sources you keep tabs on. Make a habit of utilizing your reader every day. Add new sources when you encounter new and interesting content. Star or bookmark the best content to revisit, schedule to share, or share immediately. Your Reader becomes a customized portal with all of the content you need right in one place.

As a big iPhone user, myself, I recommend reading and sharing articles on your mobile device. Most news outlets offer great free apps to read and share articles. I also recommend trying Feedly and Pulse, these free apps access a wide variety of customizable content and offer ways to share and save articles to read later.

Scheduling Updates

Scheduling posts on social networks is not new, but it’s admittedly not quite mainstream yet. This doesn’t mean you shouldn’t join the fray; just as bloggers build up content to queue and share later, posts on social networks can be put into queue. This will help ease the burden of being constantly plugged in.

Pick your weapon of mass scheduling

Buffer

For Twitter scheduling I recommend trying out Buffer. The concept is simple: Create timeslots, fill up your “buffer” with tweets, and the updates are published in order (with links, your commentary etc.). There’s a browser extension that helps you fill up your buffer while surfing with just one click (an extension is small software that lives in your browser toolbar).

TweetDeck

Don’t let the maximalist interface scare you, TweetDeck offers some great features for keeping on top of all of your social networks. First add your accounts (Facebook, Facebook Pages, Twitter, Linkedin, Foursquare and more). Now you can stay on top of all of your social feeds in one place. The real power comes when you schedule updates. Spend just 20 minutes a week to schedule updates throughout the week and ‘leave it to the cloud.’

Listening and Responding to Social Media Activity

Finally, social media is not just a one-way street. This is especially important for businesses and organizations’ to understand. Every moment of the day, someone or some group is participating in a conversation that touches on your organization. It is vital to get a handle on what is being said.

Beyond that, have fun and speak from a place of understanding. When people take the time to “talk” to businesses, brands, and public figures online, their view of the brand may be colored by the interaction. Treat all interactions as you would a face-to-face conversation. Use the opportunity to surprise and delight people with a personal touch, and leave them with a good impression of your brand or organization.

An attractive website by itself is simply not enough, it needs to be a living, growing entity, something that dynamically moves with the market. In short, your site needs to be social. Weigh your social content strategy at the outset, but don’t delay too much: If you don’t update key online channels your brand will read as ‘stale,’ leaving the door wide open for competitors to step in.

The secret sauce to the content puzzle of the social web is engagement. More than throwing topics up on a site, content needs to always answer the question; how will people find and interact with this information, and how will they share it? In order to craft an effective content strategy, it is crucial to align your organization’s mission with your website or blog content.

Also keep in mind that your content strategy doesn’t exist in a vacuum; you must develop a listening strategy to keep on top of real time feedback (we’ll cover social listening in another post). You can encourage engagement by providing updates and insight into your mission and thought process on your site, on relevant social networks, and offline.

The following is a step-by-step guide to building an effective online content strategy

First, state your business purpose, and from there develop areas of focus for your content strategy. Speak from areas of strength and expertise. If you’re in the business of servicing high-end European automobiles, don’t go on a tangent about unrelated hobbies. Developing relevant content will build your online following, boost your search performance, and over time build trust and drive customers to do business with you.

Second, and most importantly, identify your intended audience. Most people spend so much time immersed in their own business concerns that they rarely pause to consider the world of their customers. This is the “Curse of knowledge,” as the authors of “Made to Stick” put it; “Once we know something, we find it hard to imagine what it was like not to know it. And it becomes difficult for us to share our knowledge with others, because we can’t readily re-create our listeners’ state of mind.”

In other words, we need to actually do the work to get into our customers’ heads. Doing so will naturally lead you to develop the content that they’re searching for (yes, right now). Ask yourself these questions about your audience to get into their heads:
· Where do your audience/customers spend their time online?
· What are their goals?
· What they looking for that you have to offer?
· Why will your audience look to you for information?
· How will they discover your content, and why would they share it?
· How can you make the content more engaging and interactive?
· What social networks will you target, and how often?

Once you answer these questions, you can begin to tailor your content and delivery strategy to fit your own human and capital resources. In other words, now that you’ve done the work to define and prioritize content, identify the person or group in your office will actually develop and post the content. Also don’t forget to outline mid and long-term content and engagement goals in line with organizational objectives. Keep in mind how annual events, overarching trends, market updates, and news will impact this strategy.

Third, and finally, mix up the type of content you produce. In addition to text updates, post videos, photos, tutorials, audio podcasts, YouTube presentations or skits, infographics, and articles. Provide something unexpected; show customers that you understand the world around them. Working in different mediums is not just a good idea; it’s a way to test the waters of engagement, to find the perfect mix of content, platforms and timing that grabs your particular audience.

Developing relevant content is more than just an exercise to improve search performance; it’s a way to communicate the unique qualities that differentiate your brand. A human touch will go a long way towards developing relationships and loyalty among customers. Over time as you develop an arsenal of content and social engagement, you will establish that your organization “gets it,” and customers will “get it” that you “get it.” Now that’s a winning strategy.

Find the author on Twitter: @David_Fabian
And For the latest from Influential, follow @InfluentialDC and www.Facebook.com/InfluentialDC

Look to Influential for all of your creative business strategy, web design and video needs!

In this new century the entrepreneurial spirit as expressed on the Internet will be a powerful force of change. Common people oppressed by dictators or marauding extremists will show that their voices outnumber those who are against freedom, and eventually the walls of oppression will weaken and crumble. In reaching that goal, we must open our own eyes to gain a wider view of the world, even looking beyond the typical sources on which we rely.

The Internet has become the world’s free press, and its greatest impact may be on the growing democratization of the developing world. Individuals and groups are able to spread information and coordinate efforts faster than the forces of censorship can block communications. Although oppressive governments try to control and limit its reach, tools such as Twitter and Facebook have proven to be transformative for grassroots movements for social and political change in Egypt, Tunisia and Iran.

In Egypt, one prominent Facebook group called the “April 6 Youth Movement,” started in 2008 to advocate for better labor practices, and became a platform for protestors to mobilize in January 2010. According to the New York Times, Wael Ghonim, a Google marketing executive who was detained by the Egyptian government for nearly a week, became a very public grassroots voice denouncing President Mubarak’s dictatorial control. Ghonim kept followers in Egypt and abroad updated with frequent posts on Twitter, Facebook and YouTube. Ghonim was released unharmed by Egyptian officials, likely because of the high degree of scrutiny provided by Internet coverage and the concern of those in wide social networks. The technology underlying Facebook may have been developed to bring social groups, businesses and likeminded individuals closer, but it can just as easily be used for wide democratic mobilization.

Another shining light in the coverage of democratic movements in the Middle East has been the Al-Jazeera English news channel, a Qatari owned cable news network that launched in 2006, a decade after its Arabic language parent. While penetration of the network remains low in North America, the channel’s live streaming coverage of the conflict in Egypt helped increase traffic to the site by 2,500%, according to Al Anstey, the Managing Director of Al-Jazeera English. The coverage not only helped those in the West (including in the White House) get the most up-to-date information, but its stream was simulcast on many sites in an effort to subvert the heavy-handed communication lockdown by the Egyptian government. The high quality coverage by the upstart channel should help its case for wider distribution in the U.S.; the coverage also points to the need for greater diversity and balance in news sources available to Americans.

Freedom doesn’t come easy, and it is not something that goes untested once a nation declares itself to be. The United States was born of a revolutionary struggle. It is in our country’s interest to stand behind the aspirations of democratic populist movements in order to foster the values that have come to define the American people. Let’s hope the seeds of democracy are allowed to take strong root in the Middle East and around the world wherever people are not fully free.

Image via CBS News

- Schuck, Rapprich Led Internet Efforts for Successful RGA 2010 Cycle -

WASHINGTON, D.C. – Two leading online design and strategy innovators have joined forces to launchInfluential, LLC, a full-service branding, design, consulting and media agency serving businesses, political organizations and associations.  Justin Schuck, Managing Partner and Creative Director, and Erik Rapprich, Founding Partner, led the most successful online and multimedia efforts of any national political committee in history at the Republican Governors Association in 2010.  Influential will operate out of its new U Street offices in Washington, D.C.

“We are bringing together the best minds from the political and creative fields to deliver for our clients unique products from an inventive perspective,” Schuck said.  “Whether you’re an association or business launching an advocacy campaign, a candidate for office looking to expand your influence, or an organization looking to rebrand and reinvent, Influential should be your first call.”

Influential will offer services to clients in the following areas:

·      Branding and Design: brand strategy, identity design, web design, mail advertising

·      Online Advocacy: leverage social media tools using proprietary engagement methods, and targeted online advertisements

·      Film and Video Production: in-house photography and video production, creating top-quality television and web distribution, viral video concepts, conversion of broadcast ads to pre-roll for online placement

At the RGA, Schuck served as Creative Director and Rapprich as Web Development and Interactive Design Director where they engineered impressive online efforts and results.  Under their guidance, RGA’s online messages reached more than 1 million individual voters in 37 states with over 2.1 million total site views.  In online advertisements, the RGA enjoyed consistent click-through-rates more than double the national average, with states like Georgia (13 times the average) and Ohio (26 times the average) leading the way.  Add those numbers to the more than 32,000 Facebook “likes” and almost 5,000 Twitter followers and it is clear that their creative advocacy efforts were a significant factor in Republicans winning a majority of governorships nationally.

Schuck and Rapprich have a combined 26 years of experience serving the branding, advertising, web and strategy needs of businesses and political organizations.  Aside from the RGA, they have led multi-media campaigns for other candidates for office and Fortune 500 companies and organizations such as Visa International, The Art Institutes, Center for Strategic and International Studies, The Government of Québec, General Holding Corporation (Dubai), SwisRe (London,  New York, Washington DC), Starwood Hotels & Resorts Worldwide and Lacoste.

For more information, visit www.influenti.al, facebook.com/influentialdc, or twitter.com/influentialdc.

For Press inquiries, please contact:
David Fabian
david@influenti.al