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.

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.

Unlocking Live Streaming

2015 is quickly becoming the year of the video. But what does the emergence of live streaming mean for your brand?

When Meerkat launched at SXSW, it caused a stir. Part of it was Twitter’s quick response (locking out the app), but it also granted users access to live, in the moment events as they were happening. Unlike Snapchat, it wasn’t a backdated story, it was the ‘now’ that Meerkat capitalized on. Fast forward a month later to Twitter launching Periscope, its own streaming app, and you begin to understand their decision to lock out Meerkat.

While video has been a part of social infrastructure, livestreaming has lagged behind until now. It was more the domain of sports broadcast and live news (both online and on traditional) and niche audiences such as gamers with Twitch.tv. But with mobile, the expectation is instant access and publishers are responding.

Recent stats demonstrate that live streaming isn’t just gaining popularity, it’s beating out VOD options. A 2013 survey in the U.S. reported that viewers watch 40 minutes of live video versus about 3 minutes of VOD on a per-play basis. 

So, how do you take advantage of these new live streaming options?

  • Identify the need: Do you absolutely need to livestream? Yes, it pays to be aware of new tools as they enter the market, however, you shouldn’t simply use something because it’s new. As with anything, start in reverse and identify your business goals, then work back to determine whether live streaming can help you meet them.
  • Be in the moment: The true value of livestreaming derives from granting somebody access to a unique moment in time and space, a piece of content that is only available then and there. If it’s just an overproduced ad/stunt that you’re able to replicate later, it holds little value in live streaming. Perfect examples would be conferences, fashion shows or sporting events. Yes you can read about that later, but half the value comes from experiencing it “first hand”.
  • Build in value: This applies to all social content, but more so to new platforms. There are multiple ways to consume content and you have to provide your viewers with the reason to consume yours (besides buying your product). Maybe they get a backstage view of a concert, or receive useful tips as the broadcast happens.
  • Plan for a granular audience: With multiple apps that provide similar services, it is important to understand that you will not have access to a mass audience right away. What you gain however, are very specific and defined demographics of early adapters and younger audiences. This is not to say that more people won’t start using Periscope or Meerkat, it’s more about being patient until they do and building brand equity with smaller, granular audiences in the meantime.
  • Mind the ecosystem : Nothing should live outside of its original ecosystem and your livestreaming strategy should tie seamlessly to what you’re doing across other channels. (Basic example: if you hold a social giveaway for concert tickets, live stream the concert experience to offer additional value to social followers).

As with Snapchat, Pinterest and other platforms not named Twitter or Facebook, live streaming apps and strategies come down to fit. The truth is, some events/brands will be more suited for it than others. With the NFL announcing that it will have the 2015 Draft up on Periscope, the league identified that one of the main appeals for sports fans is the “live” factor and it offers additional value through the app. Other examples included exclusive model reveals at the recent auto show events.

Overall, don’t think of live streaming as the next great thing to revolutionize your social or digital strategy, but rather as another pillar that can help you support the way you deliver content to your audience and the value your audiences receives from it.

Posted by
Serge Leshchuk
on 30/04/2015

The Myth of Real Time Marketing

Real time marketing is the latest buzz term – but in reality it’s just interruption marketing.

We just can’t help ourselves. No matter how many times people tell us they hate being bombarded by advertisement after advertisement, we continue to do it. Interruption marketing.

Social media and digital marketing was supposed to be the end of it. The masses had spoken and these new channels were supposed to open up the dialogue and create an organic way for brands to talk to their potential customers. Cut to present day where we get crap like this:


Now we can’t have an event (Grammy’s Super Bowl, the Olympics) without some kind of horrible, shoehorned product placement with absolutely no relevance to what people are watching/participating in. I blame Oreo, who did something intersting and timely and fun. 


However, because one brand was clever and took advantage of a shared moment – we now have to put up with terrible tweets and Facebook posts that make almost no sense (Pharrell’s hat anyone?). This isn’t ‘Real Time Marketing’ – it’s just another form of interruption marketing – like every other forgettable bit of ad copy.

This isn’t informative.
This doesn’t help me buy.
It’s certainly not conversational.

You see the stats every day – people are tuning out  ads and following less brands online. Can you blame them? We promised them a dialogue and when we earned their trust immediately started selling to them. Like I said, we just can’t help ourselves.

Let’s be better. Let’s create content that helps consumers and informs them. Optimize it the right way and make it easy to find, so that when they’re ready to engage and move forward, so are you. Forget real time marketing and focus on anytime marketing. A far more fruitful and cost effective way to do business.

Posted by
Gary Edgar
on 10/02/2014