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.

Brands on Social – How Much Control Do You Have?

Being on social media has always carried an inherent risk for brands of losing control of the message. Now, you can`t afford to not be online, so how do you maintain an impact on the conversation?

Last week, a man created a fake Facebook account and posed as a Target customer service rep, responding to customer comments regarding new store policies. While the internet found some of them hilarious, the impact on Target’s brand, even when exposed, could have taken a significant amount of damage.

Social platforms have done a lot of work to accommodate brands, such as robust administration options and “official” page status. Global integration for international brands and local content allows you to segment your audiences and better monitor what’s going on.

Despite this, your community manager does not get to relax. As the Target example proves, “brand mis-identity” can still happen. While safety features make it easier to keep your brand authentic, not all users have the agency or the awareness to confirm this authenticity. Consider your typical Target shopper, how likely are they to be overly familiar with social network practices? To them the official account and the fake one could hold very little distinction (and for some it did).

While you can set up monitors and blocks about what fans post to your page, totally censoring fan posts is not the right move either. Fans can post both positive and negative messages on your page, often kick-starting a narrative in a different direction.

Same applies to #hashtags. In an ideal world they are something that helps you frame the conversation and easily track it. But like everything else about social, hashtags are organic and as they grow they get harder to control. Branded hashtags do not often perform well and ones that do not contain a brand name are too “malleable” by the general public.

What does this mean for your brand?

This is the million dollar question. How do you protect your brand identity online? Invest in analytics and monitoring. Be constantly aware of the conversations that are happening. No query is too small. Don’t make the mistake of only monitoring for brand mentions and branded hashtags. Make sure your query includes key words associated with your brands.

Quality and speed of response matters. If you take too long, the conversation becomes irrelevant. The best brands are able to respond to a mention or conversation within 24 to 48 hours.

Have a plan. The best brands and community managers have a clear understanding of response protocols, when to get involved, when to stay quiet and when to escalate the issue with the specialist within the company.

You will never control the narrative with 100% certainty online. You have to exist within it, not above it. Sometimes, the issue is beyond your control and you have to adjust your messaging accordingly. Sometimes, it’s better to not say anything at all. It’s up to a community manager to make that call.

on 03/09/2015

How Warby Parker made a spectacle of content creation

A lot of small to mid-size companies get intimidated by content marketing because we mostly see large-scale success. There are few really smart campaigns that didn’t require an A-list director/cinematographer and a huge production budget (viral videos, anyone?). We zoom on one here.


Photo Credit

A lot of small to mid-size companies get intimidated by content marketing because we mostly see large-scale success stories being heralded and shared across the internet. However, there are few really smart campaigns that didn’t require an A-list director/cinematographer and a huge production budget (viral videos, anyone?).

We love how Warby Parker, a NYC-based online eyewear boutique managed to make a big splash with their content. They happen to be a fairly new player in an 800 year old eyewear industry.

We know the significance emotion plays in digital marketing and how content that brings about positive emotion like delight, joy, amazement and the like is most likely to be shared. If you take a look at any of Warby Parker’s social channels you’ll see why the internet is buzzing about their success.

Why they get a Gold Star:

1. They stepped into the ring with a brash background story that revealed monopolization in the eyewear industry (sorry guys, the secret is out). They became whistle blowers and champions of a market. Ballsy, no?

2. Famously took an original take on the traditional “white paper” with an interactive and content-laden 2013 annual report. Here’s why the “report” was so talked about:

  • Transparent  – They share EVERYTHING: the highs, the lows and some missteps
  • Personified the company and  employees – almost feel like your creeping someone’s FB profile
  • Had something for everyone: Internal employees, customers, potential customers and investors
  • Visually compelling: Original illustrations, high quality photos and infographics

3. Customers who use their Home Try-On service (try 5 glasses at no charge, buy 1 and return the ones you   don’t purchase) voluntarily post trial pics on their Facebook page.

4. Very active and responsive on major social media channels (Twitter, FB, YouTube, Google+) and customers just love that.

Warby Parker customer showcasing her Home Try-On


These maneuvers left lasting impressions on audiences, intended and otherwise (think high impact, low cost).  Take note: that disrupting the norm and can bring the spotlight to your content for the right reasons. 

Posted by
on 15/04/2014

Join the growing team at ruckus!

We’re hiring! Wanna make a ruckus with us?

Are you tired of terrible social media content that seems to speak to no one at all? Ever thought “I could totally do better”? Well here’s your chance to prove it. At ruckus, we help brands tell a better story through social and digital media. Our dedicated teams are built for today’s evolved story telling – digital natives with big creative ideas that work in the real-time world of social media. And here’s your chance to be a part of that team.

As the social media landscape matures, brands and clients are looking for more detailed and results-driven digital activations. The social media world has evolved beyond channels like Facebook and Twitter – it’s now what you’re saying not just where you’re saying it. This is the rationale behind ruckus: to work with brands to find their stories and develop them into rich, engaging content across owned and paid channels.

What’s the gig:

ruckus is looking for a Social Strategist to join our growing team. Reporting to the Director, Digital Strategy this position will combine amazing creativity with storytelling, analytics measurement and community management. You will develop content and social strategies backed up with research and insights, not happenstance. The role collaborates closely with the firm’s lines of business and practices.

How you can help us grow:

  • You’re a digital native. You understand more than how the channels work, but also how brands can use them as a successful marketing tool.
  • You also recognize and appreciate the need to be timely and strategic with social engagement, knowing when to jump into a conversation and when to sit it out.
  • You understand the pace, tools, venues, conferences and platforms available to develop and share our points of view, creating engagement and relationships with our target audience.
  • You can take your readers on a journey through creative narratives that explain business value in a simple way. You have killer instincts when it comes to integrating both digital and tangible assets to unfold these stories. Whether you are crafting for a client, business or creative audience, your stories engage and dazzle.
  • You think big and your colleagues/client’s will love collaborating with you. You are able to work across a diverse group of peers, practitioners and executive leaders to capture and translate ideas into practice.
  • Developing content for the right industry is part of your DNA – you know how to construct and share stories in a way that grabs industry influencer’s attention. Keeping your fingers on the pulse of the marketplace energizes you as you think about how to syndicate the firm’s thought leadership.
  • You’re excited to grow a business from the ground up.
  • You will work seamlessly with our PR partner APEX to coordinate communications and extend reach.

What you bring to the table:

  • Can translate the expertise of multiple disciplines (e.g. human factors, brand, product, service design, business strategy, engineering, etc.) into client and marketplace relevance.
  • Fluency in digital, web and emerging technology.
  • Strong writing and copy editing skills, grounded in a marketing context. When applying, please include examples of work that showcase your creative and business writing and digital portfolio.
  • Strong presentation skills and desire to sell through your big ideas to clients.
  • Well versed in the language and needs of a robust marketing organization (agency experience an asset).
  • Strong creative mind-set with a passion for design, innovation and technology; share original and new ideas.
  • A fundamental knowledge of paid social and digital tools (Facebook and Twitter ad platforms).
  • Communicate exceptionally through words, pictures and stories and sell an idea/concept into a client
  • Bachelor’s degree and 5+ years of experience in a marketing, publishing and writing function.
  • Understand the mechanics of communication and public relations.
  • Ability to thrive in and manage ambiguity; curious, emphatic and energetic.

Not required but really helpful:

  • Intimate knowledge and use of social channels (all of them)
  • Google Ad Words and SEO/SEM
  • Analytics and Metrics (Google, Sysomos, etc.)
  • Knowledge of Photoshop, In Design, Adobe suite of products
  • HTML and CSS
  • Video production skills

Send a resume and info on your ruckus-making habits to: gary@ruckusdigital.ca

Weekly Social Media Update

Check out our round up of all the great campaigns, links and notable reads this week.


– Digiday has held a digital summit this past week and it resulted in some interesting findings about the challenges facing digital agencies in 2015 and beyond.

– As marketers work to get more effective at measurement and analytics, many are starting to look for alternatives to how we have quantified success before. 

– Pinterest continues to test it’s advertising model, narrowing ad targeting as part of its offering and testing animated pins.

– Instagram numbers are still rising in the U.S. and eMarketer research points to some interesting predictions in the new year. 

– More from eMarketer: the digital research magazine shared insight on how men and women interact with social media in Canada.

– Instagram takes a page out of the iconic Mad Men moment with introduction of its ‘carousel ads’ to your feed.


– Coca-Cola has a lot of mobile fun with its ‘augmented reality‘ ad. 

– Creativity comes from many places. One Creative Director decided that losing sleep over his passion was actually a good thing. 

– Who doesn’t hate pre-roll ads on videos? Well, Geico is working to change that with these 1 minute clips of the ads ‘you’ve already skipped.’


Our latest blog entry explores the future of social media analytics and discusses how marketers and digital pros need to adapt to the change landscape.

– Pinterest has been making a lot of ruckus lately. If you’re thinking it’s time to explore the platform’s potential for your brand, here is a quick pverview of things you should know before taking the dive.

Posted by
Serge Leshchuk
on 07/03/2015

This week’s ruckus makers (March 30 – Apr 2)

This week’s ruckus makers (March 30 – Apr 2)

Check out our round up of all the great campaigns, links and notable reads this week.


  • Following up on Facebook news from last week, Medium published a great article on the social platform and how it sees the future of the connected world
  • If you’re a parent and you need a little help organizing photos of your children, Facebook Scrapbook might just be for you. 
  • You may have heard of Thrillist. Here is an inside look at how they’re making branded content work for them. 


  • With a variety of April Fool’s day jokes going out there, Google as always remained on top with Google Maps Pacman and com.google. Tweet some of your favourite April Fool’s social campaigns at us (@ruckusdigital).


  • We are proud to announce that we have helped one of our clients, Polysporin Canada, launch their official Canadian Facebook page. Check it out.