Thank you so much to Ntara and Andy Didyk for leading our April lunch. Andy’s session communicated what makes a website accessible, why that’s important, and how accessibility is becoming so commonplace, it will soon be the norm in website design.
Organizations now have a corporate social responsibility to create and sustain an accessible digital brand experience, yet many are lagging behind. But in 2015, 70% of websites did not meet basic accessibility standards. Furthermore,
- 22.9 million Americans are blind or visually impaired.
- At least 7.6 million Americans with a hearing impairment are active online.
- In the next 30 years, the number of consumers who are blind or visually impaired will double.
See a full video and transcript of his presentation on the Ntara blog: Accessibility First is the New Mobile First
His full presentation is available for download on Slideshare.
Want to connect with Andy? Check out his profile on LinkedIn.
We want to extend a big “Thank You!” to Cindy Hagemann for leading this event. Take a look at her tips for optimizing your LinkedIn profile.
Tip: Turn off your notifications to your connections: Profile photo icon at top of profile page = Settings & Privacy = Privacy = Sharing Profile Edits (change to NO)
Tip: Create 5 -10 key words to use in your profile for SEO that can include: skills; industry-related terms; education; training; certifications; computer platforms; etc.
New for LinkedIn in 2017
- LinkedIn is now using a combination of human editors and new algorithms
- You will see more content and fewer status updates (Tip: Sort news feed to Recent vs. Top to see more content)
- Your homepage feed now suggests organic, sponsored, and native advertising content that they YOU users might be interested in reading
- The feed will also help users follow trending stories … similar to Facebook
- Header/Cover Photo – 1584 wide by 396 high or 1000 x 425 pixels
- Profile Photo – 400 x 400 pixels
Headline Includes: Name, Title (High SEO) -120 characters max, Location, Education (Tip: Put all of this in manually instead of allowing it to populate as you complete the sections)
Summary (Key Words)
- 2,000 characters max
- Tell your professional story
- 2,000 characters max
- Use key words
- 2-3 paragraphs
- Write it in Word, format with bullets (if you want), run spell/grammar check, then copy/paste in to LinkedIn
- Summary Section is not completely visible to your Connections without opening it up by clicking on it – Tip: make your first two sentences interesting enough to “click”
- Analytics available right on your page with a Dashboard that is private to you
- Follow your Activity and the Activity of your Connections
- Customize URL – make it your name
- Email – add
- Phone (optional) – add when looking for a job or use company phone after you have a job or cell, if comfortable doing so
Experience (Key Words)
- Title – 100 characters max
- Company – link to the company’s LinkedIn page for logo to display
- Description – add what you do at the company using 1,000 characters max
Skills & Endorsements (Key Words)
- Up to 50 key words can be used
- High SEO for the skill that are endorsed by your connections
- Move important skills to the top of your list
- Endorse connections for their skills
Publishing Interface (Bloggers apply here)
- Writers with original content have a wonderful opportunity to post their content LinkedIn with one click.
- Analytics are available for each post to the writer
- SEO for the LinkedIn Publishing platform
- Types of Groups: Alumni, Industry related, networking, job searching
- Search for Groups to join
- Join up to 50 Groups
- Share articles, events, promotions in Groups
- In addition to the usual analytics that we are used to Who Viewed Your Profile or Users Who Liked Your Post – LinkedIn now provides more analytics about how other users interact with the content you share.
- Now, users can see not only who likes their content, but which companies they come from and what roles they’re in.
- Also, suggests articles that I might want to share with my connections for more engagement.
Now when using the Search Bar – users have can choose:
- Search – All
- Search – People
- Search – Jobs
- Search – Content
- Search – Companies
- Search – Groups
- Search – Schools
These search options allow the users to narrow down their search field or to be a broader search by using the All option.
Connect with Cindy on LinkedIn: www.linkedin.com/in/cindyhagemann
Need any LinkedIn Assistance? Cindy Hagemann firstname.lastname@example.org Cell: 252-455-0298
Morgan led AAF NETN through a stripped-down, layperson’s version of what can quickly become a data-heavy quagmire. As with most sectors of the marketing world, digital research and data capabilities are turning the car-buying process on its head.
In research done by Cox Automotive, only 17 out of 4,002 respondents indicated that they were satisfied with the current process for buying a car. Time spent at the dealership was one of the biggest pain points in the process, with satisfaction declining sharply after shoppers had spent more than 90 minutes at a dealership. To add to the misery, nearly 50% of the time spent at the dealership is spent on the most unpleasant parts of the process: financing and paperwork.
So is the answer online car shopping? Cox found that even in the brave new world of 2017, only 21% of respondents were ready for click-to-buy car shopping. But, 87% said they were willing to move some part of the process online.
Morgan highlighted three companies that Cox serves who are taking a different approach:
- Tesla: The process for buying Elon Musk’s electric automobiles is very different. Tesla’s model is direct-to-consumer, eschewing dealerships for ‘experiential stores’ in the vein of Apple stores. Customers can get hands-on experience with the car at these stores and, with Tesla’s fixed pricing model, know exactly what they’ll pay.
- CarVana: With car vending machines—yes, you read that correctly—in Atlanta, Houston, and Nashville, Carvana takes shopping for used cars fully online. Customers pick out their car online, finance and sign papers online, and can choose to have their car delivered or visit one of the vending machines, and watch their new car come down the lift.
- Tred: Tred found a niche in the peer-to-peer car buying space. From their base in the Pacific Northwest, Tred is taking out the middle men (aka: dealerships) and easing the pain of buying and selling your car your way.
Cox also estimates that by 2034, the balance of miles driven by individual car owners versus miles driven by fleet cars will shift in favor of fleet cars. More autonomy means more efficient routes, more cost-effective ride-share models, and fewer people owning their own cars!
The future of the car buying process is evolving to eliminate the worst parts of the process, put power back in the hands of individual consumers, and use the burgeoning tech of autonomous vehicles to get us where we need to go.
Our thanks to Morgan Richards and Cox Automotive for sharing this fantastic presentation with us!
Mitchell West, Regional Director of Nexstar Media Group, spoke to the club today about digital content marketing trends, mobile marketing, the Internet of Things, and much more. To listen to the full audio from today’s program or download the speaker’s presentation, click play below.
Huge thanks to everyone who contributed to our animal advocacy public service initiative by bringing supplies for SBK/Petworks!
Mark your calendars for September 21, when Morgan Richards from Cox Automotive will come speak to us about the future of digital retailing/e-commerce.
Full Audio Recording
Here’s a full audio recording of the meeting for anyone who was unable to attend:
- 5.7 hours per day spent on a smartphone or mobile device
- 16.8 billion monthly searches
- 207.2 million total monthly smartphone users
- Content Marketing is the top 3 for reach for the past 3 years
- Video content – 1.5-3 minutes is the optimal length for engagement
Today, in our first program of the fiscal year, we inducted our 2017-2018 board (pictured above). We also conducted an AAF 101 panel. Here are some of the FAQs our veterans answered for the group today:
What are the benefits of AAF at the local and national levels?
By getting involved with the club (i.e., attending programs, joining committees, attending the American Advertising Awards, joining the board) you will have ample opportunity for education, networking, leadership development, and personal and professional recognition. Most members of the board have made lifelong friends and professional connections through the club – not just on the local level, but throughout the region and the country.
Members also receive exclusive discounts from many companies, including AdWeek, FedEx, Experian, Hertz, Nationwide, Office Depot, and more.
AAF National is active in government relations relating to the advertising industry. Elected officers at all levels of the club (local, district, and national) keep a finger on the pulse of what’s happening in the government that could directly or indirectly affect our industry and actively work to protect the integrity and best interest of the industry. At all levels of the club, there are also initiatives in diversity, education, public service, and government that have influence on members and nonmembers across the country.
What is District 7?
The American Advertising Federation is a national organization. Our local club is AAF Northeast Tennessee. We are part of a five-state district (Tennessee, Georgia, Alabama, Louisiana, and Mississippi). There are 15 total districts and ours is District 7, which includes 20 clubs from those five states. As part of AAF NETN, you are also part of District 7 and AAF National.
How can I “sell” the value of AAF to my employer?
AAF provides leadership opportunities. Serving on the board or initiative teams helps develop leadership skills that directly translate to the personal and professional lives of members.
AAF provides continuing education. Through monthly luncheons, the club brings speakers from all over the country to speak on a variety of topics.
AAF is a fantastic opportunity to identify talent to fill open jobs. It’s also a great way to gain exposure for your business, through both membership and club sponsorship.
What are the responsibilities of board members?
Commit to one year of service. Attend monthly board meetings. Take ownership of your role and develop and execute strategies to support your initiative(s). Recruit and communicate with committee members to help you execute your initiative(s).
What are AAF conferences like?
AAF District 7 conferences are fun and education, and they always include a good mix of professional development and club development. They’re a great way to gain exposure to the club, while also networking with members from throughout the district.
AAF National conference is the same concept, but all districts are included. You get to see top caliber work from around the country at the National American Advertising Awards. You will be inspired by the Mosaic diversity panels. And you will make friends from ad clubs throughout the US.
How can I get more involved?
Contact us at email@example.com. We’re always on the lookout for new committee members and board members!
What is this year’s public service initiative?
We are supporting Tri-Cities animal welfare organizations – shelters, humane societies, etc. At today’s luncheon, we accepted canned dog and cat food, per the request of a local shelter. We’ll be doing a variety of activities at programs throughout the year to support this cause.
How do the American Advertising Awards work?
Our ADDYs planning committee meets for several months before the event to plan and execute. We divide responsibilities based on skill set and interest and meet in the evenings to check in and make sure things are getting done.
For ADDYs judging, we bring in three judges from outside our district. They judge each piece on a scale of 1-100. Entries are not judged against each other; each entry is judged on a set of criteria. The top tier percentages are awarded gold and silver, then winners move on to district and national competitions.
There is much more to learn about the AAF, but this is a little to get you started. Have more questions? Submit them to firstname.lastname@example.org.
Or attend our next luncheon and ask in person:
Date: August 3
Speaker: Mitchell West, WJHL regional
Location: Gray Fossil Site
Thank you to Pal’s for hosting our March 24th lunch at their corporate headquarters in Kingsport! A big thank you also goes out to Tony and Teresa Treadway of Creative Energy for convincing Thom to host. Pal’s has been a Creative Energy client for over 25 years – a tremendous partnership that’s very different from most food/agency relationships.
Pal’s opened their first location in Kingsport in 1956. After a bit of espionage by their founder, Fred “Pal” Barger, and a chance meeting with McDonald’s founders Ray Kroc and Fred Turner, Pal’s has become the #2 restaraunt in the Tri-Cities and a unique cultural icon for our region.
The restaurant industry as a whole has a turnover rate of about 60%, but Pal’s have maintained a rate of only 18% through their unique training methods and their focus on Performance Excellence. They have 29 stores, owning all the land and buildings with no debts owed to anyone. Their leadership program (Pal’s BEI) has trained business leaders all over the globe from companies like Coca-Cola, 3M, NASA, American Greetings, and more. They teach their tried-and-true 8 step business excellence model, and Thom went through each of those steps with us:
- We only work on high value problems.
- Every standard is stated as a gap. We’re here, want to be there, how to we get there?
- Root cause analysis: ask “Why?” 3 to 5 times to find out the real problem. Any problem is really either a management, equipment, or process design problem.
- Create a pool of solutions and pick the best one.
- Once we know it works, we standardize it and create documents and training around this new standard.
- We then market it to everyone in the company.
If you were in attendance at this event, please tell us how we did so we can continue to improve:
Dr. Stephen Marshall hosted our monthly lunch event at East Tennessee State University today, giving us a lot to consider in the Experience Age. As many companies transition from promoting their platform to promoting an experience around their brand, they need marketers and advertisers able to deliver their message through a variety of mediums.
ETSU is the first of over 2500 universities throughout the US to take advantage of a partnership with Adobe to prepare college students for the Experience Age. The number of jobs in digital marketing continue to rise higher than the number of qualified applicants, and Dr. Marshall is helping to alleviate this issue one student at a time.
He gave us so much info, it’s probably best to list it all in bullet format.
- The average person checks their phone over 150 times a day
- 90% of marketing professionals feel behind in their digital knowledge
- 51% of consumers discover new companies on their phone
- 1 in 3 phone users purchase from a company other than their intended search
- 40% of users abandon a site that takes 3 seconds or longer to load
- 90% of consumers use multiple screens. Make your site cohesive, simple, and quick on all platforms.
- 48% buy from companies with instructional videos
If you came, thank you! We would love it if you could leave us a comment here:
On December 15th, entrepreneur and 3rd generation advertising pro Jose Castillo shared his story with AAF NETN at the Birthplace of Country Music. From his grandfather’s advertising firm in Mexico City, to his father Joe’s stint on America’s Got Talent, to Jose’s company Flavor Inc, the Castillos have cemented their legacy for doing “spicy” things all over the world.
Bland is the Enemy
If being flavorful and impactful is our goal in what we do, then being bland is the enemy. Here are the ingredients that create Jose’s recipe for being spicy:
- Unique – Copying others isn’t going to cut it. You have to find your own voice and share with the world what makes you or your company different from everyone else.
- Honest – Tell the whole story. Don’t be afraid to get real.
- Shared – You can’t share your flavor if you hoard it all to yourself. You have to share to grow.
- Inspired – Can you impact others in a way that they want to take immediate action?
In sharing his family’s super secret Pico de Gallo recipe, Jose shared the ingredients which each make up a part of his life. The tomatoes are the sweet base, giving him a foundation of goodness. The onions are the sad or difficult parts of life, necessary to create a truly flavorful life. The cilantro, lime, salt, and jalapeños all add their own unique flavor to create the final, tasty recipe.
If you were there, please let us know how we did: Leave us a review
Whether you see advertising as a marketing tool, a creative art form, a real fun way to make a living or some combination of all these, the American Advertising Federation Northeast Tennessee (AAF NETN) is here for you! Serving the Tri-Cities and surrounding areas.
P.O. Box 5978
Johnson City, TN 37602