Tweeting for a non-tweeter

At the beginning of the month the ruckus crew posed a challenge to one another: Use a social platform you don’t usually use. We all have our favourites and not so favourite social platforms. (My favourites are Snapchat and Instagram and not so favourite are Twitter and Facebook.)

So, for one week I tweeted multiple times per day. A couple of my colleagues were tweeting away with me – similarly they tend to stray to more visual platforms (read Instagram and Snap) on any given day.

To give you an idea of my usual social habits, it goes something like this: wake up and immediately scroll Instagram, watch a few Stories and then switch over to Snap and skim the Discover section for major news stories or a few laughs. Throughout the day I’ll head back to Instagram and Snap to check out what’s new and to keep in touch with friends. I don’t use Facebook or Twitter personally, only for work.

Most of my tweets over the week were making fun of myself or the platform (sorry Twitter), because I just couldn’t seem to get into it.

But, that all changed thanks to Pepsi’s giant ad blunder, here’s a recap in case you missed it. The Pepsi/Kendall Jenner debacle became the highlight of this experiment. Twitter was amazing for not only keeping all the articles, relevant trolls and tweets consolidated under one trending topic, but the commentary was entertaining as well as insightful. I found a ton of new accounts that I now follow – on Instagram – and catch up with daily. Man Repeller I’m looking at you!

After this little challenge I appreciate Twitter for its niche market in real-time trending topics/news, but once I find the accounts I’m looking for, I still head to Instagram or Snap to see what they’re up to.

I know Twitter is making the effort to claw back to relevancy for the masses; they plan to launch live video 24/7 and are trying to crack down on abuse on the platform. They also just announced their latest earning’s report that had a few bright spots too, including an increase in user growth.

The experiment was great as it pushed the team out of their social comfort zones.

Sarah Rogers is a digital account coordinator at ruckus digital. For more digital insights or to chat about your strategy, drop us a line.

Fort McMurray Wildfire: Social Media Response

Last month, Jordan Redshaw and Robin Smith from the Regional Municipality of Wood Buffalo (RMWB) made our third ruckus makers speakers series one to remember.

In May, the largest insured disaster in Canadian history struck. The RMWB, including the city of Fort McMurray, was hit by a wildfire. More than 90,000 individuals were evacuated from the city and were not able to return for a month.

Communication was essential in providing residents with accurate and timely information via social media so that residents remained safe.

See Twitter highlights here:



Clients are embracing more “open relationships” with their agencies

The notion might be scary, but open or shorter-term agency relationships are representing the new reality of current marketing environment. In-house marketers can really play the field until they find a partner they love, but they can also love other agencies in the meantime, said Matt Lewis, President of Momentum Canada.

So how can we cope and be prepared for this new reality?

On Tuesday, December 14th, the American Marketing Association – Toronto chapter hosted a panel on the agency landscape in 2017. The discussion was moderated by Andrew Grenville of Matchbox and the panel of industry executives included:

Each panelist presented how their agency or business is approaching these changes and the following insights stood out to us:

  • Execution is just as important as the big idea. It is exciting to present big innovative ideas to clients, but it’s important to ensure an excellent execution across the marketing funnel. Bring together your super team – even if it’s separate agency partners – to truly tackle a key problem for clients and make sure the big idea matches the execution needed to bring it to life.
  • The “bespoke” agency will win tomorrow. The borders between PR, advertising, digital marketing, media buying and shopper marketing agencies have been blurring for a while now. Recognizing that no two clients are identical, the agency (or inter-agency) team that can rise above these divisions and create unique, multi-channel solutions to market challenges are best poised to lead the race in 2017 and beyond.
  • Creative doesn’t just come from the creative department. Be open to listening to the innovative ideas from the people who work across the business. Creative and innovation needs to live across the whole customer experience. With the proliferation with social media and shifting consumer preferences, the customer experience today IS the brand.
  • Don’t be scared of data and automation. With the advancement of new technologies in media and research, agencies are being presented with opportunities to show true ROI to client and we should embrace them. Creative, technology, media and product need to work together to truly provide innovation and a solution for customers’ needs in order to win mind share.

For more insights from the night, check out the hashtag #AMAevents.

Katie Boland, @kathrynboland is a Digital Strategy Account Manager at ruckus digital @ruckusdigital where we embrace the idea of a bespoke agency and working with creative partners!


13 Tips for your LinkedIn Profile

LinkedIn is the world’s largest professional network with more than 467 million registered users. In Canada there are 13+ million users (around a third of the population).

But, just because folks have a LinkedIn profile, doesn’t mean they’re using the platform effectively.

And, given that LinkedIn is 3 times more effective than Facebook or Twitter for generating leads, combined with Microsoft’s purchase of the platform this year (expect more integration with your day-to-day Microsoft software), it’s a good idea to revisit your presence there.

Below are a few tips that were shared in a webinar with client RSA Canada last week, to help maximize your LinkedIn presence:

  1. Get an appropriate headshot. LinkedIn is often your first impression to someone. Your photo does not have to be a professional shot, but ensure it looks professional (i.e. not your best vacation picture).
  1. Add a banner photo. This is prime real estate on your LinkedIn profile and an opportunity to stand out while giving individuals an opportunity to get to know you better.
  1. Generate a custom URL for your profile. LinkedIn automatically generates a URL for your profile, but take it a step further by customizing it to make it easier to remember. (i.e. www.linkedin.com/in/name)
  1. Customize your headline & add a summary. Consider what you’d like to convey in a succinct headline and summary so that someone can capture your professional profile at a glance.
  1. Make your experience more than just a résumé. Because LinkedIn has the ability to be so much more than a standard 2-page résumé, what else can you add? (e.g. awards, speaking engagements)
  1. Think about your keywords and search optimization. If someone did an online search today, would your expertise come up because of what you have on your profile? If not, add more detail.
  1. Give recommendations. By giving someone a recommendation on LinkedIn, chances are they’d be willing to reciprocate. Third party testimonials add to your credibility.
  1. Get more connections. Quality connections are key, so a good rule is to add someone only if you’ve met in person. It’s also important to regularly add individuals (e.g. bi-weekly) for a healthy network.
  1. Use the relationship tab. LinkedIn will track communications you’ve had on the platform with an individual, but when you add someone, write down how you met and alert yourself to follow up.
  1. Share original content. To have a more robust digital footprint consider sharing business updates, relevant articles and insights that position you as an expert and helps potential clients trust you.
  1. Create blog posts. The best types of content will start/change the conversation. Create a halo effect by piquing interest to see what else you can offer or provide inisights to a niche audience.
  1. Always stay current. Pop onto the platform a few times a week (i.e. phone app while on the go) to see what connections are talking about or if they’re in the news. Be sure to comment when appropriate.
  1. Engage with groups and companies. Whether through a company page or in discussion groups, post comments/insights a couple times per month to extend your digital reach.

Diane Bégin enjoys diving into strategy on social platforms like LinkedIn. Need social media training? Drop us a line.

3 Instagram Tips Confirmed by the Experts

Last night I headed to Brainstation Toronto – a tech education hub – for my first #InstaMeetTO.

The event brings together social enthusiasts from across the city, all equally eager to curate an amazing Insta feed. With a stacked panel of artists and brand managers, there was sure to be a ton of insights.

Content creator Dani Rey @daniirey moderated the panel of experts that included,

While a lot of great advice was given, from my perspective (as an account coordinator working on the social for several consumer brands), three important Instagram tidbits were confirmed.

Instagram content MUST be visually b-e-a-u-tiful.

Reusing content for multiple platforms is cost effective for a brand, but doesn’t always translate to an amazing feed and super engaged Insta-community. Brands need to be thoughtful (strategic!) in the content they post to Instagram. Product focused shots that work on Facebook might not necessarily get the same engagement in the world of Instagram.

Michelina made clear that Lululemon’s success on the platform (they have over 1.7 million followers on their global account) is thanks to their careful curation of (mostly) non-product shots. @lululemon features images that evoke the feel of their brand through places their audience would want to explore and experiences their audience would want to share.

Bigger isn’t always better.

Audience size is a KPI that most clients want to tackle (Grow our followers please!). However, there is something to be said about a smaller but highly engaged audience versus a massive following that cares little about your brand. Follower growth isn’t something that comes quickly either. But with a clear vision, great content and a little collaboration (with partners, brand ambassadors/influencers, etc.) the following will come.

Move over Snapchat (sort of).

Brands can (and should) leverage Instagram Stories. From behind the scenes shots, to event announcements, to giveaways, to those not so great (but still good) visuals, Instagram Stories offer a more flexible space to post content that doesn’t quite fit the feed. Audiences aren’t expecting perfection on Stories, so brands can have some fun while reaching a larger audience (don’t forget those people creeping around the Explore section).

Sarah Rogers is an account coordinator at ruckus, working on social for retail, alcohol and fashion clients. Follow her on Instagram.

How to Un-Suck your content

Hands up if you think social content has jumped the shark lately? Far too much emphasis on disposable, one-and-done tweets or posts or trying to salaciously jump on the “trend of the day.” Hands up if you think a lot of social content these days’ sucks?

Yeah so do we. So much so, we built an entire agency designed to help brands start to un-suck their content in a hurry. Enter: ruckus!

We built ruckus to work with brands to find and tell their story through rich, compelling and relevant social content – tracking the value of that content with deep social analytics. From the outset we challenged ourselves to push farther, to create a unique agency model and offering, and distinguish ourselves across the board from everyone else. To unsettle the status quo. To make a ruckus.

So we did.

We looked at what passed for compelling social content these days. We found lots of examples of people leaning into “real time” marketing and failing . We saw a lot of misguided brands relying on their tag lines or repurposing their ad creative in a tweet, again – without much luck.

Time and time again we found social tactics pulled from the same playbook. Relying on gimmicks and trends to interrupt people’s experience and force their way into the conversation.

So we threw out the playbook and made our own.

Our goal was straightforward: Evolve the way we tell stories for a digital age. The equation: Be visual, be timely and – overall – be captivating.

We’ve created a foundation around the essential elements for being successful in social conversations.

  1. Borrowing from our APEX PR heritage, we get people talking – having a conversation around your brand. We create a lasting and tangible story fans can immerse themselves in and craft along with you.
  2. Social is all about big, beautiful visuals to tell your story in a memorable and engaging way. So we’ve built an agency to create gorgeous visuals to accompany the narrative.
  3. We’re digital natives who quickly identify the right real-time opportunities to crank up the volume on your story and get people talking.

All of this comes together to form the evolution of story telling and ensure your story is heard clearly. A story that your fans will feel, live and experience with you.

We are ruckus and we’re here to un-suck your content.

Posted by
Gary Edgar
on 03/10/2014

WTR – what the ruckus on Pinterest

Ever wonder if your brand should be on Pinterest? Who is the main audience for this platform? What does it take to run a successful account? This and more in our latest WTR on Pinterest.

We’re back with our third installment of WTR (what the ruckus). This time we’re taking on Pinterest and whether or not it’s right for brands. If you ever wondered what it is that makes the platform tick and this particular form of “story boarding” interesting to consumers, we are here to help you figure it out. As with the previous installments you can expect a quick breakdown of the platform, stats, examples of good (and not so much) Pinterest branding and of course our recommendations. 

Posted by
Gary Edgar
on 19/02/2015

Video Showdown: Facebook vs. YouTube

Taking a closer look at the rise of Facebook’s native video player and how it challenges YouTube.

There was a time when it was hard to imagine anyone unseating YouTube as the king of online video. While it’s not quite time to declare a new champion, it’s no longer unfathomable that someone will be up to the challenge, and it’s looking like that “someone” will be Facebook.

In 2014 we have seen a significant change on how users chose to both view and post videos. Here is a quick snapshot of change in worldwide Unique Desktop Video Viewers and what service they use to view it:


Companies like Buzzfeed and WestJet have been weaning off posting their videos to Facebook via YouTube and opting to use the platforms built in software instead. Facebook video is optimized for the platform, with features like autoplay, making it easier for users to view the content and for publishers to get it to play on screen. The process of sharing and distributing content is also more intuitive on the native platform. 


As you can see, at least on Facebook, the native player is already gaining the edge over YouTube because of its built in capabilities. It makes sense from a metrics perspective too, allowing you to gather all of the information in one place (not go to views to YouTube and engagement to Facebook and YouTube). Facebook is making it easier to track analytics on your video.

However, this is also where the differences come in. YouTube only registers a “unique view” when a user actively clicks “play” and only registers one view per unique connection. Facebook on the other hand counts any video that played for 3 seconds as a view and duplicates the count if a user later returns to view the content again. The stat can be deceiving since users pause while scrolling through their feed, allowing for the video to play.

What does this mean for my brand? As always all of these stats are pointless unless we can apply them to your brand and make them work for you.

What this is means is that YouTube is still more valuable to your brand overall. It keeps better metrics about user engagement and actively pushes content. Customers viewing your content on YouTube are more valuable because they are engaged and present; they are interested in the content (at least initially).

YouTube also stretches the shelf-life of your content. If you miss a video in your Facebook feed, odds are you are not going to come back to it. YouTube on the other hand maintains a library, allowing users to return to content.

However, if you post primarily to Facebook, you should start using the built-in media player on the platform. An array of handy features like autoplay helps you get your content in front of more eyeballs reduces the number of interactions required to view the video, especially on mobile.

As Facebook finds itself at the intersection of social media and mobile, they are quick to introduce features that make mobile experience more convenient and streamlined for both users and advertisers. The analytics and statistics in Facebook video views increase makes it a no-brainer for brands to start posting their content to the platform using the built-in player. 

This week’s ruckus makers (June 15 – 19)

This week’s ruckus makers (June 15 – 19)


  • Many apps have tried taking on seamless news delivery, but we might finally have an answer. The new app that could be the Instagram of news
  • Google analytics offers a lot of robust tools to help you find out everything you need. Here is how it can help retailers determine the effectiveness of what they do. 


  • Google Streetview is a powerful tool, and with a little bit of application, it can be a powerful agent of change.

Dispatches from Austin – Day 2 & 3

Dispatches from Austin – Day 2 & 3

Saturday and Sunday brought rain and chilly weather, but we braved the elements to bring you more great insights from Austin @SXSW.

Our SXSW stretched through the weekend as Day 2 and 3 covered off a number of fascinating topics ranging from loyalty programs to the new sharing economy and how audiences are shaping events through social media.


Saturday’s first panel was Beyond Likes (featuring Jordan Roth CEO of Culturalist), talking about the implications social media audiences have on cultural and current events. How are Twitter audiences shaping live television? As more and more people tune it together for shared experiences watching shows like Scandal and The Oscars, are they actually responsible for bringing back the idea of appointment television?


Then came the rain – but this didn’t dissuade us from seeing some amazing sessions from astrophysicist Neil DeGrasse Tyson and entrepreneur Mark Cuban. Both drew massive crowds and delivered amazing, informative talks.


Sunday brought better weather and even more great sessions. First up was Loyalty is Dead – a conversation about the current state of loyalty marketing programs (buy 10 coffees, get the 11th free) and posed the question are these programs truly building loyalty? The general consensus being that true loyalty is based around an emotional connections and consumers motivations aren’t about chasing that free coffee. They’re loyalty is shaped through how they’re treated and the desire by the brand to engage with them.

After a weighty presentation by Stephen Wolfram (Wolfram Alpha) around computation, we checked out a panel on The Economy of Sharing – looking at a new emerging economy where platforms like Etsy, HomeAway and ThredUP are facilitating platforms to help connect people and empower them to become sellers.

We capped the day with some great BBQ and Monday’s weather is clear and warm. Only two days left in Austin but still lots of great stuff to come. Stay tuned and follow the conference @madearuckus.

Posted by
Gary Edgar
on 10/03/2014