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posted by Apprentices Apr 28,2015 @ 02:52PM

Mobilegeddon Is Here — But with Mobile Optimization, It's Not the End of the World

Mobilegeddon

Bruce isn't afraid.  And you don't have to be either.

Every time an algorithm change takes place, it certainly can feel like gearing up for battle. However, marketers: you can put your swords down if your website, landing pages and blog content are fully optimized for mobile.

On Tuesday, April 21, Google made an enormous change to the algorithm it uses to rank websites on smartphone devices. As digital marketers, we rely heavily on Google to send traffic to our client’s websites. When these changes take place, it’s our responsibility to educate ourselves and optimize accordingly.

What does this all mean? Mobile makes up about half of all Google searches, and the company recognizes three approaches to be mobile friendly: responsive design, dynamic serving, mobile website. Adjust your content accordingly, and you will be protected from the change.

To help you get started, Google has prepared this helpful list of common mobile mistakes to avoid.

In today’s digital age, we must stay current on industry trends, all the while staying true to our brand and doing what’s best for our clients. While Armageddon may signal the end of the world, “Mobilegeddon” isn’t entirely dark. These adjustments will be rolled out over the next few weeks, so there is plenty of time to increase the “mobile-friendliness” of your site and increase overall ranking. 

What's more, optimizing our websites to appeal to the many ways people consume information will lead to higher-quality content and increased conversions. With that in mind, we no longer view this particular change as the end of the world, but rather just the beginning of a new mobile era. Bring it on, Mobilegeddon!

 

Author: Courtney Fleming

posted by Kevin Smith Apr 22,2015 @ 10:39AM

Trying to Keep Up

Riggs_suitEarlier this month, Media Post published an interesting article about how as we age, the brain moves to the right. Specifically, the brain perceives reality in sensory images and like metaphors. I was excited to be informed that: “Stories generally do a better job of emotionally engaging Baby Boomer minds. In fact, Baby Boomers are more likely than younger consumers to ignore a message that simply describes a product with little or no affect.”

Shortly thereafter, I read in Marketing News: “Digital Disruption and the Death of Storytelling.” Douglas Rushkoff’s views are profound. He reminds us that digital devices leave us living in a reactionary mode, failing to plan for the future or live fully in the present. The multitude of communication channels has rendered even the most centered among us compulsive and compromised.

These two interesting and compelling viewpoints remind me of how confusing the deluge of information we receive can be. In this new age of information, we want absolutes, new rules and decrees we can employ.

It’s simply not that simple. The only thing we can truly be expert at is asking questions of our customers. The modern marketing tumult has made listening the most important art of all. Marketing has no templates because consumers are custom made. Informing an audience to make wise decisions requires an expert tailor with a penchant for hearing others’ truths.

posted by Apprentices Apr 16,2015 @ 08:22AM

Inbound Is For Everyone (Even Realtors)

I recently watched a webinar by Inman, a real estate news website, about the power of inbound marketing

Being the daughter and girlfriend of real estate agents, and having an extreme passion for inbound marketing, I knew this was the webinar for me.

This was a great refresher for me and I think the information given can definitely apply to everyone, even realtors.

Here are my key takeaways from The Art Of Inbound Marketing For Real Estate: 6 Steps For Turning Strangers Into Clients

 I hope you enjoyed this as much as I did!

:) Mary Cate Duffy

posted by Apprentices Apr 15,2015 @ 01:08PM

Raising the Bar

raise_the_bar

Columbia is changing and only for the better.

New buildings are going up at a seemingly rapid pace while old ones that have sat vacant for decades are being repurposed for new and exciting things. Notable examples include the former Bull Street Asylum, the Adluh Flour building, and the Palmetto Compress building.

But what of the creative scene? Well that's booming as well. With Indie Grits, ConvergeSE, and POSSCON (The Palmetto Open Source Software Conference) all happening in the same week, Columbia's future certainly looks bright. These three events, along with many others not mentioned here, are uniquely tied to our city and represent a new community of creatives willing to raise the bar for a better Columbia. If this trend continues to grow, we could be looking at the new SXSW within several years.

We look forward to seeing what new creative possibilities arise in our city as it continues to grow taller and wider every day.

What other exciting things are happening around Columbia that we missed?

-Marcus

posted by Michael Powelson Apr 08,2015 @ 11:20AM

"Intimate Exchanges": New work and the possibilities of Point of View

Our Cups Runneth Over 

Everyone loves secrets. And as a creative director, it’s always a treat to realize your client is holding on to one of the “best kept” variety.

In the case of Goodwill of the Upstate & Midlands, that little known fact was the extraordinary lengths the organization stretches to squeeze every last drop of value from a second-hand donation. We’re talking extreme thrift and re-imagining of materials — an “everything-can-be-used-for-something” mentality that would make the earliest inhabitants of this continent nod in solemn approval[1]. Bottom line: if you think that junk in your basement is worth just as much at the dump as anywhere else, you’re wrong. And a 20-minute tour of Goodwill’s distribution center in Greenville will prove it.

So raise your hand if you’ve ever considered taking a 20 minute tour of Goodwill’s distribution center in Greenville.

Siri? Siri is that you? Please say something so I know in which direction to speak…the multitude of hands…they blind me so.

Yeah, it’s just not something people do.

What people do is watch videos on the internet. Even some that don’t have kittens or naked people in them. So we decided this might be a decent way to tell the story of Goodwill’s obsessive point of difference.

But a virtual tour? Come on. We’re not hocking timeshares here[2]. Besides, a 50 mm lens just isn’t going to do justice to the massive operation and rigorous protocols that break donations down to fetch the most a market will bear. What we needed was a unique, amusing way to demonstrate how Goodwill gets more out of things than anyone else. What we needed was a different point of view.

Ever wonder if your old stuff has thoughts? Anxieties? Even, gasp, desires? Sure, it’s ridiculous. But so are human beings. Just ask John Lasseter, who turned the notion into a feature franchise and 2 billion dollars worth of ridiculousness for Pixar.

Point is, when we took our own tour of the Distribution Center, we couldn’t help but be distracted by the true menagerie of donated items. It was fun to realize that each one had recently left its home with a back story, a sense of character, and, given a little imagination, a point of view. We saw such unlikely pairings of items sitting side by side, waiting to be sorted out. What in the world would their conversations be like as they made their way through this Ellis Island of material goods? And could those conversations be an unexpected ticket to telling the larger brand story?

Given a few of the more colorful things we saw, we think they might have played out something like this:  

 

 

 

 

P.S.P.S (Pleasant Surprise Post Script): This work was recently featured on the international industry site "Best Ads On TV," an accomplishment made even more special given that the videos will never, in fact, be seen on TV.


[1] Not something there's been a lot of cause for in the last 500 years.
[2] That is unless you own some. Who doesn't love time? And the sharing! Call us.  

posted by Apprentices Apr 06,2015 @ 09:02PM

Placement and Timing Are Everything in Social Media

by Courtney Fleming
clock

It can be challenging to produce high-quality content consistently and publish it at the right times. Here at Riggs Partners, we believe in finding which audiences are viewing what content and at what times. This ensures our clients’ content is being published at the most optimal times for reach and engagement.

Our digital marketing specialists use a war chest of social media management tools, SproutSocial being the latest and greatest for scheduling posts and monitoring live engagement.

The beauty of SproutSocial is all in the queue. When scheduling content, we place it into a publishing queue, which in turn delivers the post on all social networks that the brand or business maintains a presence. We adjust the settings based on personal preferences and industry best practices. This includes number of posts per day, time of day, or whether or not to include weekends (yes, you should!).

ViralPost is a new feature on SproutSocial that allows us to determine the most optimal times to deliver content for maximum impact. SproutSocial, through this unique feature, analyzes our audience to chose the optimal time based on engagement and interaction patterns. SproutSocial then publishes the content at the moment it will have the greatest impact for the brand or business.

It would be so easy to just throw content out on all networks, but it’s our job to think strategically about what’s best for our clients and their audience’s needs.

posted by Cathy Monetti Apr 02,2015 @ 04:12AM

Five Lessons of Great Leaders

I've spent a lot of time lately thinking about leadership. It's not something that's on my mind, typically; there's entirely too much work to be done to sit around dissecting and diagramming such a thing. But when I was invited to speak to a group of government leaders about how to be an inspired leader in difficult times--I knew I had some soul searching to do.

What on earth do I have to say on this topic? It was a valid question. Not so long ago (ha) I was a young entrepreneur doing the best I could to balance the demands of a growing business with the responsibilities of being a single mother. As a result little Eliza spent many weekends and holidays with me at the office. (It did not bring her joy.) Early one Saturday I parked her at the receptionist's desk where she prayed the phone would ring and she would get to answer it: "C.C.Rigg’s! This is Eliza! How may I help you?"

It never happened. So on this day I loaded her up with paper and pencils and colored markers and tape and gave her all sorts of instructions about things she might do. Then I went to my office and commenced to cleaning out files.

Sensing her dissatisfaction, I picked up the phone, buzzed the reception desk, and in my most professional voice said into the intercom, "Eliza, this is Miss Cathy. Would you please go to the refrigerator and get a Diet Coke, put it in a koozie and bring it to me?" Diet Coke delivered, my tiny receptionist returned to her desk and within 15 seconds my telephone intercom buzzed.

"Cathy," said this little five-year-old voice. "Would you please go to the refrigerator and get a Sprite, put it in a koozie and bring it to me?"

"Honey," I said, now in my Mom voice. "I'm the boss and you're the worker. That means you do things for me."

"Humph," she said, hanging up the receiver.

When the day was done we drove straight to her favorite restaurant where we parked catacorner in the Sonic drive-in and she made the big move to sit in the front seat, with me. "Let's play TEENAGERS!" she said. And so I turned to her and asked in my best teenager voice, "So Eliza, what have you been up to?"

"I've just been working at the hospital," she said.

"The hospital!" I said, surprised. "When did you start working at the hospital? The last time we talked you were working at an advertising agency!"

"I was," she said. "But there was this lady there, and all she did was boss me around, so I quit."

~~~~~~~~~~~~~~~~

Thankfully, I spent the next 25 years in the company of some pretty remarkable leaders, many of whom were my clients. I do my best to pay attention, to go beneath the surface of things, and so as I thought through it, I realized they all have some things in common. Following is a greatly abbreviated overview.

believe

GREAT LEADERS KNOW THE "WHY" OF THEIR ORGANIZATION. THEY ALSO KNOW THEIR PERSONAL "WHY."

Have you seen Simon Sinek’s TED talk HOW GREAT LEADERS INSPIRE ACTION? “People don’t buy what you do they buy why you do it,” he says of great brands and companies. I believe Sinek is onto something important and revolutionary. I know it’s true in marketing and branding. But I believe it’s also true when it comes to us as individuals, as human beings, as leaders.

Do you know your WHY? Do you know what drives you? Do you know what you value? Do you know what you believe?

GREAT LEADERS LEAD FROM THE SPACE OF THEIR CONVICTIONS.

They inspire rather than command—they tell us what they believe, not what should be done.

GREAT LEADERS CONNECT HUMAN TO HUMAN.

Soul to soul. Heart to heart. THE REAL ME SEES THE REAL YOU. This matters because as human beings, what we want most is to be seen, heard and validated.

GREAT LEADERS PAY ATTENTION TO INTENTION.

They identify the right problems. Then they get to the why.

GREAT LEADERS BUILD TRUST ALL AROUND.

They create and foster an environment in which people feel safe—not only with regard to "management," but also co-workers. They do this by knowing their convictions (see #1 and #2 above) and standing for them, on behalf of the people they lead.

_____________

There is much more to say about each, including wonderful examples from people I greatly respect. I think I'll spend some time in this space doing just that. But for now, I'd love to hear your perspective. Comment or send an email to [email protected] I'd love to hear from you.

posted by Kevin Archie Apr 01,2015 @ 07:50AM

a reflection of brand values

Volvo has long been a company intent on making the world a safer place. Responsible for such innovations as the 3-point safety belt, rearward-facing child safety seats, the Lambda Sond (a device that reduces harmful exhaust emissions by 90%), side-impact airbags, and smart technology systems that can detect objects in blind spots or even pedestrians near cars—Volvo has stood by its philosophy to always put people first. With this in mind, it comes as no surprise that Volvo's latest innovation has nothing to do with their cars—at least not directly.

BikeAnimation

Enter LifePaint, a unique reflective safety spray invisible by day but bright and reflective in the glare of headlights at night. This clear removable spray can be applied to a cyclists bike and gear to increase visibility on roads. In other words, a multi-billion dollar car company invented a can of spray paint to help protect cyclists from getting hit by the very thing that company creates: cars.

LifePaint is yet another demonstration of Volvo's relentless commitment to safety for all—even those who choose not to buy their cars. This commitment extends even further with the company's bold vision to see no person killed or seriously injured by or in a new Volvo by the year 2020.

How refreshing it is to see a company so in tune with its core values that everything it says and does perfectly reflects those values; to see the inner workings of a brand brought to light through the very way it interacts with the people around it, whether they buy its product or not. Our aim here at Riggs is to achieve that same brand clarity for every client.

 

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