Category Archives: blogging

Introducing…c21’s first Vlog

A video blog or video log, sometimes shortened to vlog, uses video to convey a message or story. Vlog’s often combine embedded video with supporting text or images that are eventually posted to a personal blog, or YouTube channel, Vimeo, etc.

YouTube currently ranks among the top three most-visited sites on the web. With over 1 billion unique visits per month, it reaches more Americans ages 18-34 than any cable network. More than 100 hours of video are uploaded every 60 seconds, and over 6 billion hours of video are watched each month.
The inclusion of video to a marketing strategy could be the missing link to what connects a business or organization to its target audience.

With that in mind, c21 has launched an in-house video marketing suite featuring the latest technology including a high quality camera, lavaliere mic, state-of-the-art lights, software and more to accommodate our client’s latest video needs.

To see our capabilities, check out our first vlog where we examine, “What makes a video go viral?”


Five Favorite Moments from Final Four

Well, we made it. The 2013 Men’s Final Four has ended, the c21 team has slept and the team in North Texas is gearing up for 2014. But before the glow of April 5-8 completely fades, I thought I’d share my top five moments of Final Four week.

During Final Four weekend, I managed media relations for journalists and photographers covering The Big Dance Concert Series. It was a crazy, crowded and challenging experience, and full of memorable moments.

Watching Lauren and Paige literally run down the street to help. During one stressful moment on the job, I called mayday to my c21 team and these fabulous ladies were dispatched to help me. Thirty minutes later I glanced up to seem them sprinting toward me. “We’re so sorry we didn’t get here faster! Tell us how to help.” There’s just not much better than true teamwork and great teammates you can count on.

Coca-Cola giving out free cans of Coca-Cola Zero to the crowd as fans left Centennial Olympic Park following Saturday’s lineup at The Big Dance. Atlanta is proud of our Coca-Cola heritage, and my view from our media tent gave me front-row access to the delight of fans to get their free can. And also, I was thirsty!

A tweet from the AJC’s Jamila Robinson. A major highlight of the weekend was getting to work with so many fantastic journalists and photographers. After three days of togetherness, we were starting to feel like a little family! Of course, appreciation is always nice, but when a member of the media acknowledges you for good work … well, that’s going to make the highlight reel.

No cell or wi-fi service. Ok, so you’re wondering why that’s one of my top moments. But the funny thing about being unable to communicate with others via phone is that you learn to trust yourself, your instinct and your team on the street. I find myself grateful that the throngs of fans in a small area gave me spotty service, because it also gave me an extra jolt of confidence.

That moment when the weekend ended. Just kidding. But also, really. It was a long week, full of ups and downs, and little sleep. So the relief of catching your breath was palpable, as was the pride of contributing to such an important event for Atlanta.

The B2B Benefits of Social Media

BtoB Magazine released its “Emerging Trends in B-to-B Social Marketing: Insights from the Field” report last month that details how B2B marketers are using social media to engage customers, prospects and even internal employees.

The survey found that 93 percent of all B2B marketers use social media platforms to reach target audiences.  The top channels are:

  1. LinkedIn – used by 73 percent of respondents
  2. Facebook – used by 71 percent of respondents
  3. Twitter – used by 67 percent of respondents
  4. YouTube – used by 48 percent of respondents
  5. Blogs – used by 44 percent of respondents

While all of these platforms have unique benefits and broad audiences, LinkedIn is favored by B2B marketers because of the professional networking site’s lead-generation power.  LinkedIn recently announced that is has surpassed 100 million users worldwide, and is continuing to add one million users per week.

So, why are some companies still resisting social media?  Seventy percent of BtoB Magazine survey respondents cited a lack of resources while 57 percent cited poorly defined ROI metrics, and 44 percent said “lack of knowledge about social media” prevented them from moving forward with social media programs.

Since launching c21i, our interactive practice group, c21i logocommunications 21 has helped B2B clients overcome these hurdles and implement social media campaigns that increase search engine optimization and drive traffic and sales.  For example, after taking over the Twitter account for QTS, the third largest data center provider in Palladium Energy Blogthe United States, followers increased by 30 percent in just three months.  And Palladium Energy, a leading manufacturer of high-performance lithium–based battery packs, experienced a 92 percent increase in views on its blog after c21 began developing creative content that tied to current events.

Check out some of our great B2B clients QTS Twitterand contact us if you’re interested in learning more about our B2B social media strategies.

— Anna Ruth

Branding and Positioning = Blogging

A study called “Harnessing the Power of Blogs,” sponsored research by BuzzLogic and conducted by JupiterResearch, a Forrester Research company, recently was released.

The coverage about the study, posted on ClickZ, claims blogs influence buying/purchasing more than social sites. But, after careful review, I believe the correct statement should be advertisements on blogs influence buying/purchasing more than advertisements on social sites. Regardless, there are some great stats on blog use and response to advertisements on blogs.

And, according to the story, a blog “plays a greater role than social networks, likely because bloggers establish themselves as an authority on a topic, particularly in niche areas, and create a relationship with the consumer.”

The point? Blogging is quickly becoming the new “executive positioning” and “thought leadership” tactic. Many clients want to be viewed as leaders in their respective industries or have their executives positioned as thought leaders, but shy away from blogs potentially due to the interactive or two-way feedback mechanism, but is that really so scary? Really … what’s your reason NOT to blog?