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As marketing professionals, we’re all familiar with how important metrics and analytics are in gauging success. But how do we pull meaningful insights from the data? And once we have them, how do we develop content, design elements or creative to show the impact of our social media investment?

Essentially, how can we answer social media’s most challenging questions?

Daniel Robinson of Antelope chatted with Gary Edgar of ruckus Digital (at our March 1, 2018 ruckus makers event) about using social media data to plan the design of content, as well as taking industry best practices and insights to apply to social media planning. Hear the chat on our Soundcloud channel.

Need help answering your organization or brand’s most challenging social media questions? Interested in joining us for our next ruckus makers event?  Drop us a line. 


Daneta Budalich – Bachiu

We sat down with Daneta Budalich – Bachiu to talk about future trends in the world of Instagramming and what she loves most about being an influencer.


1. Tell us about what you’re working on currently.

 “I’m just in the midst of creating a blog and plan to launch next month. I held off for years thinking the platform would become irrelevant, but it seems like it’s a stronger channel for communication now more than ever.

My page will give my audience a little more about me – my interests, my home, my experiences with products, my shopping preferences… but I hope to deliver it in an easy to read, relatable way. I want my information to be relevant and attainable, but I also want to make my followers LOL!”


2. Why did you start Instagramming?

 “Instagram was an amazing source of inspiration for me when I first had my son. It also kept me from falling asleep during all those middle of the night wake-ups! I found a passion for styling and photography and things just snowballed from there. It also became my creative outlet as I pushed the pause button on my career in event marketing to raise my kiddos.”


3. How does being a mom influence the content you write, and your lifestyle as an influencer? Is it difficult to juggle parenthood with brand partners’ competing priorities?

 “What works best for me is partnering with brands and products I already use and love. It makes it so much easier to shoot and share if that product fits naturally into our everyday. There’s no denying the allure of authenticity for brands and consumers, and in our space, moms trusting and admiring other moms. It’s really important to me that I remain honest, and that sometimes means turning down partnerships.

Being a mom is my full time job, so I find myself sneaking in some shooting during nap times or when the kids are in their best moods. A lot of my editing and emailing happens in the evenings and sometimes really late at night (after the kids have gone to sleep!). Basically, I don’t get any time off! But, I love what I do and it’s amazing how much you get done when you are busy. The biggest challenge I have is being able to attend events when I have a baby glued to my hip, or when the household needs me the most (dinner and bedtime). In those cases, I have to pick my battles and do what’s best for my family first.”


4. Where do you see the industry heading in the next few years?

“It will be very interesting to see where the industry goes – how long Instagram and blogs will remain relevant. New apps will be created that will seem more desirable when compared to Instagram’s shortcomings, like the lack of a chronological timeline and an increase in sponsored posts. We are already seeing it with VERO. Video will be huge, especially for brands, so we will see a surge in branded video content and what influencers will put out there, as well as a big partnership between the two.

As for brands, I think many have realized the value of what the convergence of “content” and “influence” have created and we will see this type of marketing become the main focus for many big brands. This will create a new ‘Human to Human’ approach, or ‘Social Selling’ – finding ways for consumers to sing the brand’s praises while influencing other consumers, not the other way around. I think there will be more opportunity for influencers to enter long term ambassador-like relationships with brands – being the primary content makers that brands feature on their portals (for example, brands shifting to a more blog-like approach) with content that’s real and updated frequently (vs a standard website).”


5. As someone who’s been on both sides of the industry – working in it as a practitioner and as an influencer – what’s one piece of advice you can give PR agencies when working within their existing network of influencers, or those agencies that are looking to start working with influencers?

      “Developing sincere and collaborative relationships with influencers are key to shared success. I think you can achieve this by:

  1. Develop strong relationships | Don’t just email an influencer for a campaign opt-in when you have a deadline to a client and then never talk to them again. Really create a respectful relationship with the influencer. Follow up on lost campaigns, give them feedback, etc. Create strong relationships!
  2. Work for both parties | Manage client needs with the influencers, but also manage the brands expectations when it comes to the influencer’s work. The influencer’s main role is to ensure they are producing content that the client is happy with, but none of us want to break outside of our own unique style to achieve this (if we felt uncomfortable sharing content, it means it isn’t the right fit). Having a PR person stand up for the value of an influencer’s work is huge. Also, being fair when it comes to timelines and revisions, as well as compensation.
  3. Be educated and real | Understand influencers stats (not just followers, but engagement and quality of work, which is unique to every influencer), as well as being knowledgeable on the amount of work that goes into producing and sharing content will really help in the negotiations with both client and influencer. Also, be as honest as you can be! We all know there are budgets and KPIs but everyone wants to be compensated for their hard work.
  4. Collaborate | Give more when you can because that same influencer you have a great relationship with, will for sure do more for you when you can’t – when budgets and timelines are tight, they will be there to help you look good.”

These five questions with Georgia Eliopoulos were compiled by Kristia Pavlakos, Coordinator, and Derek Bathurst, Coordinator, APEX PR/ruckus digital.

5 QS: Georgia Eliopoulos of Extra Sparkle Please

Georgia Eliopoulos
Extra Sparkles Please


Up next, we sat down with Georgia Eliopoulos, creator of ExtraSparklesPlease.com, to talk about future trends in the world of blogging and what she loves most about being an influencer.


1. Tell us about your blog currently and the direction you see it heading in the years to come

“Lifestyle! As 60 per cent of my followers are moms and dads, I want to provide more content about family life in general. I also want to talk more about personal experiences… the stuff people “don’t talk about”. Most recently I started adding in food and recipes.”


2. Why did you start blogging?

“When I started this blog my slogan was always “because she had so much to say and wants the world to hear it.” I had people in my everyday life asking me questions and decided to take that and make it more accessible to them… just one click away!”


3. What is your favourite and least favourite thing about being an influencer in Toronto?

“My favourite things are the experiences I’ve had and the people I have met along the way. I’ve met two of my closest friends through this industry – if all of this were gone, I still have friends for life. My least favourite thing is how cut-throat and cliquey it can be. I’ve learned that the reality is that the “bloggers supporting bloggers” concept may be true, but people will do whatever they have to do to get ahead.”


4. Where do you see the industry heading in the next few years?

“Personally, it’s going to be interesting. EVERYONE seems to want to be a blogger, so it is becoming very oversaturated. This is what I am doing for a living and I can see how many people are finding loopholes in the system, which sets back the ones who are staying as organic as possible.

“I think bloggers in the next 2 years will end up gearing their content more towards podcasts and “video diaries” (not YouTube); people will want to visually see and hear what people have to say rather than looking at the same photos of people at the same trendy cafes and restaurants. I think in 2 years, Instagram won’t pack the same punch and we will have to rely on a new, more realistic platform to be heard!”


5. What’s one piece of advice you can give PR agencies when working within their existing network of influencers, or those agencies that are looking to start working with influencers?

Be less sweet. There are a lot of influencers who have a sense of entitlement and people have to realize that you have to get through all the no’s in order to get a yes! I started working towards this in January and first started getting paid in September. Let us work to build a relationship with PR agencies and help you guys out. It goes both ways! Also, give us more links to purchase to include in our posts. For example, even if no one buys anything from one of your client’s posts, look at how many people’s interests are being piqued to go beyond Instagram and our blogs.”


These five questions with Georgia Eliopoulos were compiled by Kristia Pavlakos, Coordinator, and Laura Zechel, Consultant, APEX PR/ruckus digital.


3 tips to help you optimize paid social content

It’s no secret that paid social media content is becoming increasingly important. Social media platform algorithms are ever-changing, making brand content hard to stumble upon organically. While it is important to invest in paid social content, it is essential that content is also optimized to leave an impression on your desired audience.

Thanks to an insightful presentation by Paul Neto, VP of Digital at Kantar Insights, at a recent Canadian Marketing Association event, we’re able to share some key tips to help you create paid social content that works.

  1. Video matters

It is predicted that by 2020, 75% of total mobile traffic will be users watching video content. However, don’t wait until 2020 to implement a video content strategy. Video outperforms still images and plain text across platforms and should be where you invest your creative resources and paid support.

  1. Create your content for social

Gone are the days where you could repurpose your TV or print creative across platforms. Repurposed TV ads receive one fourth of the views compared to creative that is specifically made for social. When designing ads for social, keep the channel (and the channel’s audience) in mind.

  1. Make an impression fast

The average piece of content is only viewed for 2.5 seconds on desktop, and 1.7 seconds on mobile – meaning your key message has to be delivered quickly. On average, ad recall doubles if branding elements are featured within the first 3 seconds of your creative. Branding elements can include a logo, packaging, or brand colours. In case you’re also wondering what the optimal length of video content is, top performing content is 15 seconds or less and has the key message within the first 4 seconds.

To discover more ways to optimize your social media campaigns, follow us on Twitter.

Amanda Carreiro is a community manager at ruckus Digital.