Boost Your Business with Smarter B2B Social Media Marketing

Element believes in supporting the local business community and developing actionable strategies that impact companies’ bottom lines. That’s why we were thrilled when asked to share ways Wisconsin manufacturers can strategize for success at the Manufacturing First Expo & Conference. The two-day event provided local companies with insights and trends on how to grow their businesses.

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Director of Digital Marketing
Officially, Derek is Element's Digital Marketing Director, specializing in search engine optimization, social media marketing, and website user experience design. However, outside the office, Derek cannot be pinned down to a single title, so let's go with "happy-hour-turned-late-nighter," "driveway fire-starter," "fins-up-Parrotheader," "world traveler," "Frisbee-throwing-dog-lover," and "up-to-the-minute digital dominator."

Online Brand Reputation Management: The Good, The Bad, and the Trolls

Picture this: you live in a small town where everyone knows everyone and nothing’s a secret. One day, Nancy has a bad experience with a clerk at the grocery store. Tales of the rogue clerk spread through book club and golf league like wildfire, and the grocer soon sees his sales plummet.

In this digital age, the web is much like that small town. Rumors take root on sites like Google Places, Yelp, and Angie’s List, and, if left unmanaged, spread and endure, damaging sales like Negative Nancy’s comment did to our poor grocer.

What to do? Some may tell you to ignore the haters and focus on what you do well. We’ll argue the opposite. The first step to effective online reputation management is embracing the negativity that comes with a digital presence.

Continue reading Online Brand Reputation Management: The Good, The Bad, and the Trolls

Social Media Specialist
Shelby Bake is a social media copywriter with a background in web writing, email marketing, and digital content strategy. She has worked with clients in various industries, including insurance, health, and food.

Moose-Tested Cabin Fever Cures on Instagram

Above: My cousin Elkhart, basking in sunshine on St. Croix, Virgin Islands. Follow him: @themeaderingmoose.

“Spring” in Wisconsin, am I right? The long winter and at-times frigid spring have taken a toll on the Element office, and we’re itching to travel to sunnier pastures.

We’re short on frequent-flyer miles, so we’re taking a trip to exotic locales via some awesome Instagram accounts! Destination Instagram accounts are the digital equivalent of a hot mug of Canuck’s Cocoa (patent pending) on a chilly spring day. So, the next time you’re down with a bout of cabin fever, cozy up to these accounts:

Continue reading Moose-Tested Cabin Fever Cures on Instagram

The Unofficial Element Spokes-Moose
Canuck is a surprisingly intelligent and humorous character that could talk your ear off. He loves life, learning new things and, most of all, sharing new insight with people. He’s adjusted well since emigrating to the U.S. from Canada and settling down at Element. In fact, he’s taken strongly to blogging about marketing, branding, social media, and the Element office happenings. He’s still very loyal to his homeland, insisting that hockey is the only real-man’s sport, pancakes are acceptable at any meal, and Canadian beer is superior to the swill made everywhere else.

We Put New PR Specialist, Chloe De Young, to the Test – Here’s What Happened

Public relations can be a tough gig. Your client’s image and reputation are put into your hands, and they expect you to deliver results when it comes to media coverage, public awareness, event planning, and crisis management.
chloe-marshmallowThat’s why it’s important to have people like Chloe De Young on your side.

Chloe is Element’s new public relations specialist, joining PR Director Tara Brzozowski in serving our clients’ needs on everything from press releases and media plans to featured articles and influencer outreach.

Previously, Chloe’s worked for a Fox Valley ad agency and as in-house marketing specialist for HJ Martin & Son. She also volunteers for House of Hope in Green Bay through Touchdowns for Hope.

Since starting at our agency this summer, she supported her team in the Element Games by stuffing marshmallows in her mouth at an incredible rate.

But beyond her résumé, how are we so sure Chloe is good at what she does?

We decided to put her to the test.

Continue reading We Put New PR Specialist, Chloe De Young, to the Test – Here’s What Happened

Social Media Exposure – Should You Pay for It or Just Give Up?

In the “good old days” of social media, it seemed so easy.

Your company could create a page on Facebook or a profile on Twitter and you had a digital megaphone to help you reach fans, followers, and potential customers anywhere in the world.

Times have changed.

There has been great moaning and gnashing of teeth over how difficult it’s become for companies to reach their fans on platforms like Facebook. Some businesses feel duped, like the victims of a bait-and-switch. They worked hard to build an audience, maybe they even paid to get people to “Like” their pages, but now their posts are only reaching a fraction of those people.

Should you pay for social media exposure? The short answer is “yes.”

But here’s why … Continue reading Social Media Exposure – Should You Pay for It or Just Give Up?

Director of Content Marketing
Kasey Steinbrinck has been creating content since he was just a little kid, writing stories and making radio shows on his Fisher Price tape recorder. He went on to produce local television and wrote for an area newspaper before discovering the power of telling stories online. Kasey worked as a content marketer, blogger, and copywriter for two ecommerce companies before joining Element in 2015.

Element Welcomes Three New Team Members

While it’s crunch time for the Green Bay Packers – they need to cut down their roster by tomorrow – we keep adding new talent to our team!

And instead of the usual office icebreaker, we emailed them a quick BuzzFeed quiz on social media habits. It’s basic knowledge these quirky quizzes tell us everything we need to know about new employees so we couldn’t resist.

Element-Creative-Receptionist-Molly-WentworthMolly Wentworth
Title: Receptionist/Account Assistant
Specialties: Customer service, account management and photography
Background: Originally from the UP, Molly is a Grand Valley State University graduate with a B.A. in photography and advertising PR. Before Element, she worked as an assistant photographer and retoucher at Evenson Photography.

element-new-employee-buzzfeed-quiz Are you truly “The Private Introvert”?
I’d say this is pretty accurate… I have friends who are constantly glued to their phones while we’re out to dinner, and it drives me crazy! I like to enjoy experiences while they’re happening instead of posting about them. But I must admit, I do love a good throwback Thursday.

What’s the one thing you can’t help but share on social media?
Pictures of my dog, Harvey. He’s just too cute! I can’t avoid the temptation when he’s decked out in Green Bay Packers apparel or helping me decorate my house for Christmas. Everyone loves him and photos of his latest adventures!

Rachel MuellerElement-Creative-Content-Marketing-Specialist-Rachel-Mueller
Title: Content Marketing Specialist
Specialties: Content marketing strategy, editorial and digital content management, and public relations
Background: A Chilton native, Rachel graduated from nearby St. Norbert College with a B.A. in communication and media studies. Her love of her alma mater turned into working for their communications office in three different roles: web and design intern, communications assistant, and interim web and social media specialist, before coming to Element.
element-new-employee-rachel-muellerSo, do you consider yourself “The Accomplished Achiever”?
Yes and no. I do tend to put more thought into big life updates when I share them with the social media world, but if I think something is culturally relevant, newsworthy or funny, I don’t hesitate to post it.

What’s the most embarrassing thing you’ve done on Facebook?
I’m very cautious when posting on social media, especially Facebook because of older family members. But, the most embarrassing thing I’ve done is the time I posted a Facebook status as if I was writing on my friend’s wall. It was up for over two hours before I noticed. I’m still a little horrified thinking about it…

Element-Creative-Art-Director-Aaron-GraffAaron Graff
Title: Art Director
Specialties: Brand and marketing design for print and digital communications
Background: Aaron is an alum of UW-Oshkosh with a B.F.A. in graphic communication. He’s worked for more than 12 years in agencies throughout Northeast Wisconsin, before landing at Element.
element-new-employee-buzzfeed-quiz-aaron-graff

Did this BuzzFeed quiz get it right?
Yup, it’s got me pegged. I primarily use Instagram and post edited, curated photos, never in-the-moment. I’ll use Facebook for big life announcements, but that’s about it.

What’s your favorite Instagram account to follow?
I follow a lot of artists, designers and makers, but my favorite would have to be @malimish_airstream. He’s a web developer with a family of five who works remotely as they travel the country in an Airstream trailer. Great photos, great locations, great captions.

Their lifestyle is kind of a retirement goal for me.

We’re ecstatic to have Molly, Rachel and Aaron on our team, and hope you’ll drop by to say hello!

Don’t forget! For more behind-the-scenes updates from Element, make sure you like us on Facebook.

Tips for Crafting Your Story

By: Kate Shropshire

Twitter started real-time conversations, now they have facilitated real-time video with their on-the-rise app, Periscope. We can do more than listen, we can watch things happen live. Periscope is a platform for users or brands to live stream video to the world where users are tuning in to see live broadcasts of the first appearance of the Royal baby or sunsets on mountains.

Similarly, Snapchat is bringing brands to the devices consumers are attached to. Snapchat users can see celebrities get ready for award shows or watch a video story of an international musical festival and its attendees.

So why do these platforms matter? They provide new ways for brands to showcase a story on social media. These platforms also require creativity to breakthrough the status update quo. Here are 4 tips for brands when crafting a storytelling strategy.

  1. Think Mobile. As more and more people rely on the Internet for news, entertainment, and communication, it’s no secret your consumers are on their phones. To reach consumers, brands need to participate on the platforms people use daily. Brands are using Snapchat to give an inside look to consumers. Taco Bell shows off new products in Snapchat stories and the NBA generates excitement around the playoffs. As a brand, you can be one click away to consumers on the platforms they already trust and love.taco bell snapchat (picture source)
  2. Offer True Engagement. Engagement comes naturally as users can comment on Periscope streaming videos while they are happening. As a brand, there are now opportunities to really connect with consumers instead of pushing one-way messages at them.periscope on phone(picture source)
  3. Keep It Short. Some users are watching 8-second Snapchats instead of 2-minute videos. People want quick content that costs them little time as they move on to the next thing. Consumers want behind the scenes, exclusive looks at the world around them, and they want it fast. For the Billboard Music Awards, brands showed red carpet updates to fans through quick stories that highlighted the popular stars.IMG_4546
  4. Channel Your Inner Artist. With Snapchat, brands can type, doodle, use emojis, and pick filters for video and pictures. Brands can create anything they want since custom content is easy. Use the opportunity to show case some personality and get creative.SnapChat_Scavenger_FB-300x300 (picture source)

Now go explore the story-telling possibilities. Try it out and showcase the personality of your brand.

Digital Marketing Specialist