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.

10 golden rules of engagement

Clarke De Pastino of Ipsos SMX in Los Angeles began his talk at the May 22 Community Management Conference by trying to define engagement.


Clarke De Pastino of Ipsos SMX in Los Angeles began his talk at the May 22 Community Management Conference by trying to define engagement. 

What is engagement?

What we know is that consumers today expect to be engaged by brands. That wasn’t the case say ten years ago.De Pastino said that 91 per cent of generation C (“C” stands for content for the YouTube generation born between March 12, 1988 and April 24, 1993) is engaging with brands online.

“Engagement” is also number eight on Mashable’s 30 overused buzzwords in digital marketing.

Engagement is actually really hard to define even though everyone is talking about it,” said De Pastino. Still, engagement is about the symbol of one’s commitment. It is the bedrock or foundation of how we communicate online.

De Pastino offered his 10 rules of online engagement:

1. Demonstrate and deliver value. That’s when we ask ourselves, “am I actually going to take time to do it? De Pastino said one example where the organization actually does this well is in the Condé Nast Style Society.

2. Build relationships. Organizations have to value individuals interested in their content and allow enough time to build a relationship with them.

In Welcome to the Human Era, John Marshall and Graham Ritchie describe it as a time when “customer insight yields more intimate relationships, which in turn accelerates insight. Across industries, we see this leading to higher profitability, deeper share-of-wallet relationships, and stronger market values.”

He said one important test is to ask questions you’re willing to answer. If you’re not willing to answer them, chances are others aren’t going to be either.

3. Be transparent. For this point, De Pastino used the example of Generation Benz asking the question “What’s your favourite vodka?” They were the title sponsor along with Skyy Vodka of the Sex in the City movie. And providing that context was key to their engagement.

4. Involve the brand. To do this De Pastino says to challenge executives to also participate. Get them to ask questions, provide answers and be willing to reply in the way that Richard Branson does through #askRichard.

5. Show impact. Reporting back the value of participation is also key to continue the momentum with engagement. One such example is My Starbucks Idea, which in 2012 turned 277 ideas into life.

6. Recognize and reward. De Pastino says it’s key to create a vested interest in the community to build engagement. One way is to make your community members famous in your community by recognizing their milestones or achievements.

7. Write engaging content. While this rule may seem obvious, De Pastino recognizes creating engaging content is actually a difficult job. He pointed to Oreo’s Twitter feed, Coca Cola’s Facebook, Dunkin Donuts’ Vine and Old Spice’s Instagram as examples.

8. Communicate regularly. De Pastino says it’s best to make it easy – make it stupid simple. 

9. Refresh the member base. No one should ever let their number of followers lull them into believing they’re doing ok. We should always in constant recruitment mode – every single day.

10. Moderate closely. De Pastino says there is nothing worse than not responding to a negative post. He says organizations have to reply and protect members from other members – that’s part of the responsibility of community management. He added UPS’s customer service Twitter account and the Nike Running Facebook page as organizations that do it well.

See the 10 golden rules of engagement slide deck below:

Need help with your organization’s engagement? We can help you make a ruckus

Also check out Make Your Own Engagement for more highlights from CM1.

Posted by
Diane Bégin
on 10/06/2014

What Facebook’s Latest Algorithm Change Means For You

As Facebook announces another algorithm change, we look at how it will affect your content and your brand’s page.

Once again Facebook is adapting its algorithms – and frankly that’s nothing new, but the platform has been ramping up the frequency with which it announces these changes. The main issue lately has become the vague or cryptic outcomes of these changes – i.e. “what does this mean for my brand?” making it harder as social marketers to know where and what to adjust.

Facebook not only keeps moving the target on what they consider to be “promotional” content, but also give end users more agency about regulating their personal feeds and deciding what they want and do not want to see. The latest update continues the effort to reduce the volume of “overly promotional” content in your Newsfeed. Specifically, they focused on three definitions:

  • “Posts that solely push people to buy a product or install an app”
    • i.e. “Our [Product] has arrived, click here to buy [link]
  • “Posts that push people to enter promotions and sweepstakes with no real context”
    • i.e. “Like this post and enter for your chance to win” or “It’s a great day for some tacos, get 10% off at any of our chains [link]” or “We’ve appreciate everything what you do for us we wanted to give something back. Enter our official holiday giveaway [link]”
  • “Posts that reuse the exact same content from ads”
    • i.e. “Check out our Superbowl Ad. Whoa, someone is in trouble [Link]”

So what does this all mean?

First and foremost, this is the end to “lazy content” from copywriters and brand managers. Under these rules, “like-baiting” will also be qualified as “overly promotional,” marking the end of “like if you agree” phrasing. Marketers will have to get accustomed to telling more authentic stories that offer value in return for views.

Marketers will have to pay more attention to trends and analytics, listening to social conversations and judging what resonates, producing content that adds value to the narrative. Instead of asking audiences to buy or enter, we have to provide them with content that entertains, informs and in all cases engages. Producing content without relying on “promotional” language is like threading a needle and you improve your chances the more you listen to your audience and the better you understand what they find valuable.

Lastly, this will also call for tighter budgeting around what brands put ad dollars behind. Contests, promotions, and “like-baiting” posts that displayed good organic growth before will be less effective, calling for a more even budget distribution behind paid reach. In the end though, better organic reach will give you more bang for your buck when you decide to go paid.

In the end, this is just another step towards brands becoming parts of the conversation rather than holding a monopoly over it.

Posted by
Serge Leshchuk
on 09/01/2015

This week’s ruckus makers (June 1 – 5)

This week’s ruckus makers (June 1 – 5)

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


  • Twitter continues to improve the usability experience with Periscope. Last week the released the app for Android, and now you can discover streamers in your area
  • If you’ve been noticing more ads on your Instagram feed, you are not alone. DigiDay delivers it’s verdict (so far) on the image sharing platform. 
  • In case you missed it, Pinterest finally announced that they will be adding a “buy” button to their boards. You can also catch up on Pinterest with our What the Ruckus issue about the platform. 

This week’s ruckus makers (April 20 – 24)

This week’s ruckus makers (April 20 – 24)

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



  • Did you get a chance to check out the new Star Wars trailer yet? Twitter certainly did, and they celebrated by releasing franchise specific emojis
  • Mosquito bites can carry disease and other negative effects, which poses a question: how to best educate a socially engage audience?
  • Social media has made it easier for everyone to criticize and offer their opinion. Here is a master class from Groupon on how to handle it. 
  • Social media and technology collide in surprising way to address societal concerns. This safety app is a prime example of how: