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This week in social media

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


– Google enters the competition with Apple in the mobile pay technology field. The search giant finalized the acquisition of softcard techonology.

– Pinterest is starting for new ways to monetize as the platform explores new ad offerings

– Digital Ad targeting is becoming an important factor in the Canadian marketing landscape. Via eMarketer

– On the theme of Pinterest, eMarketer discusses the rise of the social platform and predicts the near future for its marketing potential.


– Dove delivered a fantastic example on how to utilize live tweeting during an event. A mix of both analytics and clever strategy, the ad hoc campaign demonstrates the impact of live social media. 

– Similar to Humans of New York, other users have been empowered to use Instagram as an agent of change. 


– A lot of news coming from Pinterest this week. This is your opportunity to catch up on the platform essentials with WTR – Pinterest

Social Media Marketing Weekly Update

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


  • MTV is venturing into unknown territory with their attempt to reach their audience on KiK. It will be interesting to track their strategy as they discover the app’s features and work out its kinks. 
  • The White House released a full set of analytics for government websites. This is analytics heaven for those who like this type of thing and proves that data is everything.
  • The New York Times writers are venturing into the social world and engaging with their readers across multiple platforms. 


  • If you were using Tinder at #SXSW you may have ran into a very attractive artist… who then turned out to be a character from the upcoming Ex Machina film
  • Cyber bullying is an important issue, and while we might enjoy watching a few celebrities read a couple of mean things, it’s not always funny. This campaign reminds us of that.
  • This cat shelter redefines the definition of “catfishing” on Tinder
  • If you made the mistake of tweeting at #SWSX instead of #SXSW, this campaign quickly let you know and even gave you a free energy drink. Kudos to demonstrating how effective social listening can be in identifying activation opportunities. 

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. 

Make engagement your own

Guest blogger,Lauren Chin-You, provides her insights on Dx3 x FITC Community Management Conference (CM1) here in Toronto. CM1 provided lively discussion and reflection on the challenges and successes faced in the growing field.


Engagement. Do you really know what that means? Or is it just an overused buzzword we throw around? Experts gave nine ways to make engagement work for you at the second annual Community Management Conference #CM1TO on May 22 at CBC’s Glenn Gould Studio.

  1. Define it.Clarke de Pastino, VP of Engagement, Ipsos SMX challenged us to define it before sharing his golden rules for keeping communities active, meaningful and most importantly, engaged. Too often we get caught up in managing a community and forget what it’s like to truly be a part of one.

People want to see the impact of their contribution within a community, and be recognized for it. The community relationship works both ways, and putting in some extra time to establish personal connections with followers builds invested interest.

  1. Make the investment. Having thousands of followers on a brand page doesn’t equate engagement. Fans are virtually useless if they aren’t invested in the brand or its content.

As Destin Haynes from HooteSuite mentioned, you want vibrant online communities to inspire and empower audience members. Creating a lasting bond with customers encourages them to become brand ambassadors, which in turn helps you expand into new markets and get in touch on a local level.

Localization goes beyond translating products, it’s about creating the right content to build partnerships—and that starts with listening to your audiences.

  1. Be the link. As the VP of Social Media at Rogers Communications, Keith McArthur knows the most important skill a community manager must have is the ability to listen. Community managers act as the bridge between customers and the corporation and as an advocate for both sides, listening can help them determine what to say and what not to say.

McArthur shared key learnings from Rogers and profiled the importance of knowing your audience’s issues, and being transparent about managing and resolving them to become a better ambassador of customer needs.

  1. Take it to the next level. And customer needs are constantly evolving as Tessa Sproule, Director of Digital Content, CBC noted from a broadcast perspective, the medium is the message but our audience is often the message too

Gone are the days where producers could focus on the show or the brand, today it’s about the fans and how they’ve immersed themselves into the story. To build a passionate community you have to stoke fans’ enthusiasm and follow their lead.

  1. Give it some personality. Engaging with those fans doesn’t mean simply replying either. Responding in a timely and cheeky fashion also helps according to Gregg Tilston, Global Social Media Leader, from Flight Centre Travel Group. Tilston noted within every issue is an opportunity; an opportunity to improve, grow or provide value.
  1. Make the campaign support their content. For YouTube, Bob Cornwall from Google explained building a community means putting the content first and campaign second. Brands have to win moments that matter for their fans, and Cornwall encourages the hero, hub and hygiene formula.
  • Hero. To grab attention, brands release their hero content, also known as the “go big or go home” moment where the goal is to get as many views as possible.
  • Hub. From those views, brands target customers they want to incorporate on another level by creating moments that intersect with their passions and interests –the hub– so they form a connection to the community.
  • Hygiene. And to retain those loyal fans, brands push their hygiene content which focuses on the brand and its products.
  1. Create a pleasant surprise. There are other ways to retain loyal fans (or customers) as well. Mitchell Fawcett, Founder & Agency Director, Motive Communications shared the art of surprising and delighting your customers and the impact it has on your relationship. 

Businesses and brands should always consider what their customers value and what they can offer in relation to this. Going that extra mile to personalize a message or treat helps put you in the forefront of their mind.

These little rewards don’t have to come with an expensive price tag either, Fawcett shared his simple tricks like framing a photo stolen from Instagram or sending a virtual card to celebrate someone’s birthday.

  1. Go the extra mile. When selecting who to surprise and delight, new and loyal customers may top your list but consider influential media as well. A pleasant surprise can open doors and spark a conversation between influencers and brands—if the brand keeps the relationship going.

Blogger Casie Stewart made it clear that when it comes to brands, she’s in it for the long haul. Stewart doesn’t just want a gift in the mail, what she wants is the follow through to show this is a relationship.

Establishing this connection and communicating with an influencer can work wonders for your community. If there ever comes a time when your brand needs support, you know who to leverage, which is exactly what Tangerine did.

  1. Ask them for support.Andrew Zimakas, CMO, Tangerine Bank pinpointed how you can tap into your community for support. During the transition from ING DIRECT to Tangerine, Zimakas and his team turned to their community and brand ambassadors for support.


From cm1.ca: Andrew Zumakis presents on Tangerine’s Re-Brand Strategy

Change can spark uncertainty and Tangerine leveraged these relationships to help the company reassure clients and Canadians that they still uphold the essence of ING DIRECT, just with a different name.

Tangerine also recognized and rewarded their offline community, its employees, for their continued support. Employees are a brand’s biggest advocates, reward them for embodying the brand values and share their voices through your channels. 

We’d love to hear from you if want to jump-start your brand’s social communities and engagement.

Lauren Chin-You is an Account Coordinator at APEX PR where she supports multiple client events and campaigns. You can also find her on Twitter @lchinyou.

Posted by
on 29/05/2014

What’s old is new again – How brands are changing televison

Brands like Chipotle are changing the game when it comes to programs and films. With options like Netflix and Hulu, they’re able to move past the old 30 second ad spot.

Radio soap operas – back in the day, these were the first instances of branded media content. An hour of radio drama brought to you by Dial or P&G.

Now, flash forward to 2014, where a new show called Farmed and Dangerous will start airing on Hulu in February. On the surface not particularly remarkable – but this show is completely funded, subsidized and produced by burrito restaurant Chipotle. Everything old is new again.