Protean

Just how many social media sites do we need?

The end of 2011 saw another dominant year for social networking/media sites, with the surprise smash hit being Pinterest, adding to Facebook, Twitter, Google+ and YouTube to just name a few. How many more can they create that will catch on as well as these existing sites? Now don’t get confused here at Protean we follow and regularly use a number of these sites like Facebook (http://www.facebook.com/proteanmarketing ), Twitter (https://twitter.com/#!/ProteanMarcom) and LinkedIn plus YouTube and now Google+. I am sure we will see more and more tools and platforms join the party, however I think it is important to really investigate what works best for you and your business. Social media shouldn’t be seen as a shotgun approach, trying to engage with as many people as possible, but more and more businesses seem to be using every social media site they can sign up to in an attempt to cover all the bases rather than just identifying ones that work best for them.

I am sure over time it will become survival of the fittest for each site, as people won’t know which one will succeed and which will eventually shut down and be forgotten like so many before. With the amount of networking sites out there, you could quite easily go online for an hour of your day simply to check out what’s occurred recently and share your own information. Then, guess what: you suddenly find you’ve wasted your whole day and night has long since arrived!

Absolutely, social media can be good for business, however I believe the key thing any business needs to look at is which social media channel is your audience using as a watering hole for information. There is no point in signing up to as many as possible in the hope they will be successful as this can waste time, especially on those that don’t work, when you could be focussing more on ones better suited to your business.

The key is finding the right one to fit your business. You see global brands dominate all social network pages with updates and news. But for smaller businesses that don’t have the time to constantly be on these sites choosing the right ones is key. It’s something that is becoming increasingly difficult with more sites being created. For example, I spoke about Pinterest earlier; a site particularly suited to some companies and in particular has allowed the home living and food businesses to thrive, by posting products for potential consumers. Google+ brand pages may have just been set up recently but many companies already using this social media platform to reach out to new fans and clients.

You may ask have we reached our limit of social media? I think not as new platforms, tools and opportunities will always come along. However I do think it’s going to be increasingly important to make sure you are focusing on what works best for your business and not try to cover everything just because they are there. Be selective. And do the selected ones well.

We welcome our first university placement student

A few months ago a student called Josh Wheeler got in contact with us here at Protean asking about the chance to join our team for two weeks on a short-term placement. Josh is studying sports marketing and PR at Leeds Metropolitan University and is currently in his second year. We thought it would be a great chance for him to look at how different fields of marketing operate, so he could see how marketing is done not just in sport. We also knew that he would gain a lot from our knowledgeable and experienced staff.

After completing his first week and just starting his second with us, we thought we’d give you an insight into what he expected and hoped to gain from his placement and why he needed one.

‘I was told that I would need to embark on a placement in January of my second year for one of my modules. We would have to write a proposal for our placement, followed by a report about it to be completed by March. Not only does it help me to find out more about the world of marketing and how it operates on a day-to-day basis but it also allows me to enhance my CV with a great contact.’

‘ My overall aim for this placement was to see what similarities and differences there are between fields of marketing, and of course to see how a marketing firm operates on a day-to-day basis. Having worked for a company that handles its marketing in house, I thought it would be a great experience to look at how a firm operates in handling other companies’ marketing and PR. I didn’t want to just stick to the specific field of sports marketing as I still didn’t know if that is where I saw myself. I enjoyed my first week here with the Protean team and it opened my eyes to just how similar the marketing world operates no matter who the client is; it still follows the same principles. Now starting my final week with the team, I look forward to another exciting week and to sharing my experience with you all’.

With his second week underway, we hope to hear more from Josh about what he has learnt in weeks to come – we’re inviting him to continue to contribute to Protean’s Blog.

Looking forward to our return at the APEX EXPO with Totech

Here at Protean we took on the task of launching Totech into America. Already very established in Europe as a technological leader, they hoped to become leaders in the American Market and we were chosen with the task of making sure they do.

Though Totech had been a leader in the EU market, sales in the Americas hadn’t gone quite as well, with brand confusion being at the heart of these problems. Sales were poor across the Americas and controlled through, third party re-seller distribution.

A highly integrated sales and marketing communications programme was developed to re-introduce Totech firstly to the electronics manufacturing sector and subsequently to other end-user industry segments in the Americas. We undertook an extensive press relations campaign targeting industry-specific media and trade associations with messages designed to educate the market about the advanced state- of-the-art in Europe.

We have seen success already from our Americas launch, and we consider that rewards aligned to the client’s commercial business outcome and not simply the marketing communications output to be the ultimate measure of a promotional campaign. Already sales have grown from less than $25,000 at the start of our campaign to over $270,000 per annum.

Now we are looking forward to returning to the APEX EXPO which this year will be held in the San Diego Convention Center between February 28- March 1. Surging interest in MSD solutions in North America are behind our decision to return in 2012. Here at the EXPO we will be promoting our new product, the new XSD 701 highlighting an oxidation-free alternative to baking.

Looking back at Productronica 2011...

Rich and Helena recently travelled to the Productronica exhibition in Munich in support of a few of our clients. You can see the graphics we designed for MEK Europe below. A high profile trade show for electronics production, the show was a useful platform from which to gauge the state of play in the industry right now.

Here's what Rich thought about the show:

"The high activity level at so many stands this week at Productronica was almost enough to let you forget how extremely tenuous the growth path demonstrated by electronics this year really is. Nonetheless, it’s clear that electronics manufacturing has fared considerably better than many other business segments since 2009, and in Europe in fact it’s grown at a rate much better than the overall economy. 

Make no mistake, Productronica is a regional exhibition set in a robust manufacturing region. German unemployment is touted at 7%, in stark contrast to the rest of the continent. America’s Obama would hardly need to campaign next year if he could claim such a number. Significantly fewer important buyers from outside Europe attend Productronica compared to 10 or 15 years ago, but nonetheless most exhibitors enjoyed a positive week. 

Certainly all of Protean’s partners that exhibited this year were pleased with their investment, and all remain optimistic about their ability to continue to outpace their competitors in technology and innovation.  Bank deleveraging, sovereign debt and future paths to export raise a different response."  

The results are in...

Thanks for sticking with us during all the abseil coverage recently. We promise that, now it's over, we won't bore you with it any more!

This is just a quick update to let you know that Amy, Darren, Fiona and Helena managed to overcome their varying levels of nerves to complete the abseil on Saturday 29^th October.

All in all, they raised over £1,500 for St Mungo’s through online and offline donations – smashing our initial £1,000 target! Thanks so much to everyone who sponsored our abseil team, we really appreciate your support.

If you want to take a look at the photos, you can find them on our Facebook Page.

 

Time's nearly up for our charity abseil team!

Our charity abseil is now just days away, as much as some of our team try to deny it. So, we've asked the last members of the abseil team to be profiled on this blog to share their thoughts. First up, it's Darren, our very own daredevil with doubts:

"I wasn’t too scared about the abseil when I signed up - unlike some of the team, not naming any names (Amy). Most of the time, I border on being a bit of an adrenalin junkie – I was a member of the sky-diving team at university and I do as much surfing as I can possibly fit in during my spare time. So when the subject of a charity abseil came up, I jumped at the chance (pardon the pun).

But now, some nerves have definitely started to set in. I’m a bit worried that despite all my bravado, I might pass out at the top! However, since I signed up, I’ve been reflecting on the real motivation behind the event. I’ve found out a lot about the charity we’re doing it for, St Mungo’s. They do some fantastic work for homeless people around the UK and I’m really motivated to raise as much money as I can to help them continue to do this work. This thought is helping me push through any nerves I feel and I’m determined, whether I pass out or not, to make it down that building on a rope to get St Mungo’s the cash!"

Next up, Amy tells us why on earth she is abseiling down a tall building with a fear of heights:

"When I heard about the abseil my automatic response was "No." I'm not good with heights and could not think of anything worse than being tied by a rope to the top of the Blade. I still can't to be honest. But, obviously something changed my mind as "No" eventually gave way to "Yes." Quite simply, I thought my fear might make people take pity on me and I'd raise lots of money for this brilliant charity. Plus, it's good to face your fears apparently. So, I've been raising money over the last few weeks and very soon, abseiling down a very tall building will be all there is left to do. I'm told it will be over quickly and I will be pleased when I've done it - time will tell!!"

We'll let you know how it goes and how much we manage to raise for St. Mungo's so watch this space. In the meantime, if you want to sponsor Darren or Amy, or any of our team for that matter, visit: http://www.justgiving.com/teams/ProteanMarketing

Meet Fiona, budding abseiler and definitely no chicken.

By now, we hope you're well aware that very soon, four of our team will be abseiling down Reading’s tallest building in aid of St Mungo's. During the run-up to the event, we'll be profiling each of the abseilers. First up was Helena. Next, it's Fiona! Here's what she has to say about the abseil:

"I have always wanted to take part in a charity fundraising event; however these usually tend to involve some sort of long distance running, which isn’t really my forte, if I am totally honest. So when Protean was approached to take part in a charity abseil I didn’t have to think twice, I thought the idea was different and really appealing, which some people may think is quite an odd thing to feel about climbing down Reading’s tallest building, The Blade! I have never abseiled before but this is all part of the challenge for me and I think that in order to ask people to sponsor me I need to do something a bit out of the norm.

When I found out the charity we would be raising money for was St Mungo’s this made me want to take part even more. The work this charity does is incredible, they not only provide a safe place for homeless people to sleep but they also supply them with toiletries, food, counselling and the skills to integrate back into the community, as well as back into world of employment. The work St Mungo’s do is definitely the underlying motivation factor that is spurring me on to raise as much money for this cause as I can. St Mungo’s really do make an amazing difference to people’s lives and the money myself and the rest of the Protean team raise will most definitely be going to a very worthy cause. So with all of this in mind I couldn’t turn down the opportunity to take part in this event.

Now that I have turned my attention to spreading the word about the event there is one main question that people keep asking me and that’s if I am feeling nervous? This is also normally followed by helpful comments such as, “What if you plummet to your death?” Or, ‘What if the rope snaps?’ But honestly at the moment I am not nervous, just really excited and focussed on trying to raise as much money through sponsorship as I possibly can. Although I am pretty sure my nerves may kick in when I am 128 metres above street level, I promise anyone who is able to sponsor me that I will not chicken out when I am at the top!"

You heard it folks, she won't chicken out so your sponsorship money will be safe with her. Please sponsor Fiona here and help us help St Mungo's!

Meet Helena, the most fearless member of our abseil team.

In a recent blog we told you that very soon, four of our team will be abseiling down Reading’s tallest building. They are doing it for a fantastic charity, St Mungo's, rather than for fun. With the exception of Helena. In her case, flinging herself off a tall building secured only by a rope really does constitute fun. Raising money for charity is an extra bonus.

Over the next few weeks, we’ll be profiling each of our abseilers. Here’s what Account Manager Helena has to say:

“Roll on October 29^th and the St Mungos abseil charity jump that I’m doing with the Protean Marketing team.

I’m thrilled at the idea of descending down a vertical surface from great heights by a rope. Much as it may make my toes tingle and stomach turn I can’t wait to take that first look down from the top – and then the nerves will set in!!

Maybe it will be the start of a new hobby and I’ll soon be jumping off the top of viaducts or major rock faces without the back up rope. Or maybe not!

I am hoping to raise as much money as possible so St Mungo's can continue to provide vital services to enable homeless people to recover from their experiences and change their lives for good. Any support would be much appreciated.”

It may seem like she doesn’t need any more encouragement. But, since it’s for such a good cause, please sponsor Helena online now.

We’ve been roped into a charity abseil…

There are some obstacles in life you never really think you will have to face. Traversing Reading’s tallest building with just a rope for company is one of them. But that’s exactly what some of our team will be doing soon, in aid of St Mungo’s.

Amy, Darren, Fiona and Helena form the Protean team. Betweem them, they span the complete spectrum – from self-confessed scaredy cats to full on adrenalin junkies. And, like it or not, each of them will be rising 128 metres above Reading’s skyline to abseil down all 14 floors of the town’s iconic Blade building.

There’s a fair amount of nerves jangling in the office right now, but everyone’s being propelled by a desire to raise as much money as possible for an extremely worthy cause.

Based in London and the South, St Mungo’s provides over 100 accommodation and support projects for homeless people. It runs emergency services including street outreach teams and emergency shelters for rough sleepers, in addition to hostels.

The charity also supports people in their recovery, through the provision of safe housing, drug and alcohol support, and physical and mental health care. It also helps homeless people gain life skills, through services such as job training.

You can sponsor us online by visiting our team page on the Just Giving website; it’s a completely secure way to donate. The way it works is, you donate money to an individual, which will then be counted towards our combined team total. So if you can, please dig deep and sponsor us – you’ll be helping a fantastic cause.

Donate now.

Thanks for your support – we’ll keep you posted on our progress!

The jargon of fear; it’s a riot.

This blog has been hijacked by copywriters recently. But, when you look at recent events, it’s easy to see why. It’s our job to paint the world in word pictures as Steve mentioned in his last post regarding the US national debt. But as copywriters, we also notice when people paint abstracts with their words. In the aftermath of the recent UK riots, these abstracts are being painted by the jargon of fear.

Why do we use jargon? Often, it’s to make something appear more palatable. More specifically, we use it to fit an agenda. It’s shared by those with a common interest or profession but can often alienate those outside it. When developing copy for promotional materials, we tell our clients that their customers are not interested in their corporate agenda. Their customers want truthful language that resonates with them.

When we talk about word pictures, the jargon of fear has altered our present canvas here in the UK. I’ve lost count of how many times I’ve seen people lazily regurgitate the term “feral rats” to talk about looters. Prime Minister David Cameron is using military rhetoric since we’ve now started a “fight back”. Each and every one of these terms is dramatising the situation to make it more palatable to a specific agenda.

And I’m not giving one agenda greater credence than another. But the thing is, we’re not actually dealing with feral rats; these are boys and girls and men and women. And this is not a war-zone; a government like ours cannot go to war on its own people. And the photo that accompanies this blog depicting the Sony warehouse in Enfield burning is not just a warehouse on fire, it’s the altered landscape of Account Manager Helena’s route in to work.

Clearly, something has gone horribly wrong and just as it’s tempting to simplify it with language, I suspect the issue is more complex than the jargon of fear suggests. The aftermath of the riots has seen plenty of copycat activity, not least from the thousands of armchair commentators quoting the jargon of fear.

As a copywriter and honorary member of the jargon police, I’m saying let’s not let the left or the right limit our vocabulary. Paint your own colourful word picture to deliver a message that is truly yours. Debate is always useful and it’s rarely black and white. 

Amy Willmer, Protean Marketing Copywriter amy@protean.co.uk, @proteanamy