Posts Tagged ‘Fuzion Communications’

Ireland’s recycling campaign – what campaign?

July 9, 2018

Recycling

A topic that has gained prominence recently has been the amount of accumulating waste, particularly plastic that is ending up in the world’s seas and oceans with vast areas now covered in non-biodegradable materials.

In Repak’s Annual report, it said that the amount of packaging recycled in Ireland last year has hit record levels. More than 817,000 tonnes of packaging was recycled in 2017 which was the highest volume ever recorded in this country.

This all sounds great so far and in 2016, China – the then world’s largest recyclable materials importer took 95% of Ireland’s plastic waste to do just that but a ban that came in on January 1st of this year meant that China will no longer take it.

Despite our efforts, the amount of waste sent to landfill rose by more than 110,000 tonnes last year, a 40pc increase, figures from the Environmental Protection Agency (EPA) show.

Since the ban came in and to clarify matters for householders, the government produced the first national list of what can and can’t be recycled and publicised it with an awareness campaign apparently across radio, print and social media to improve people’s understanding of acceptable recyclables.

With a national, multi-channel campaign such as this, surely there would have been noise made, good recollection of it and a positive impact, but everyone I have asked seems not to remember anything about it, and are still confused about what can and cannot be recycled. Only for desktop research, I wouldn’t have known a campaign happened at all.

For proper change and to amend the habits of a lifetime rather than just pay it lip service, there must be a genuine effort to communicate to the population its importance, involving and engaging people and rewarding their efforts or it will just end up being an exercise in futility.

Only time will tell….

Patrick Jones - Fuzion CommunicationsPatrick

Patrick Jones is an Account Manager in Dublin with Fuzion Communications, Marketing, PR & Graphic Design 

Is the age of influencers coming to an end?

May 7, 2018

 

We’ve always loved seeing what celebrities get up to and in this digital age we can see every aspect of their lives through Snapchat and Instagram.

These days “regular” people can become celebrities by building up huge followings on social media channels and having a niche area that they specialise in from beauty to travel and most vague of all “lifestyle”.

We watch their stories every day and most importantly of all we believe everything they say. They influence us!

A certain brand of soft drink is declared the best – It’s sold out straight away.

This nightclub is where all the celebs go – Good luck trying to get in for the next month!

Companies are always told that user generated content is the best type of promotion as it is deemed to be genuine and an authentic view declared by impartial people.

People are cynical now so they don’t necessarily believe advertisements and especially not what the companies tell them directly.

There’s nothing better than the perfect girl next door “type” recommending your product and even better if she’s doing it off her own back!

Brands quickly realised this, which has led to the deliberate romancing of social media influencers, which has been a very effective tactic for the brands that know how to play the game.

However now everybody wants in.

Everyone wants access to that social media influencer that can help boost their products, services or message but in the “rush” very few are doing their due diligence on the influencers they are targeting.

Inevitably this has resulted in anonymous social media accounts like @bullshitcallerouter and @bloggersunveiled who are determined to call out these not so genuine accounts.

 

So far, these accounts have revealed the influencers that buy followers, don’t use the #ad code and more seriously the ones that are flouting the road safety rules but were part of a road safety campaign.

The people that follow those influencers are obviously disappointed with their behaviour but it all comes back to the companies who have chosen them.

By not doing the research on the influencers that they have chosen to work with, have they inadvertently harmed their brands?

A recent example comes from the Road Safety Authority (RSA).

The @bloggersunveiled account has been sharing images from the last couple of weeks of influencers that have worked with the RSA on their campaign last year but are not following the basic rules of the road as demonstrated clearly by images they shared on social media.

Over the weekend the RSA announced that two of the influencers they worked with last year on their “Killer Look” campaign will return their fees.

They have dealt with this well by stepping out in front of this and are working on protecting their brand and the message they are trying to send to the public.

The sentence from their statement that stood out to me the most was this:

There’ll be a lot more rigour around and due diligence done around influencers if they are being used in future,” the spokesperson said. “This medium is maturing.

Is it time for us all to be more diligent in who we choose to represent our brands?

Should companies have guidelines and codes of conduct for campaigns with influencers going forward?

It’s definitely time for us to be more aware and alert about those we choose to follow.

With the growth of fake news, fake followers and now, insincere influencers do we need to take everything with a pinch of salt?

Alma Brosnan - Fuzion CommunicationsAlma

Alma Brosnan is part of the Social Media Consultancy team at Fuzion Communications who have offices in Dublin and Cork, Ireland

Check out the full article by Journal.ie on the topic

 

 

We need to talk about…abortion

April 25, 2018

lets talk about it

The Belfast rape trial inspired a national conversation. The debate evolved from the trial to the verdict to how sex education is taught in our schools.

Almost everyone had a view.

Not everyone agreed with each other, but at least – or at least in my opinion, the majority of people listened to each other with a modicum of respect.

In one month, the Irish electorate will go to the polls to vote in arguably one of the most divisive referenda has ever held.

While the conversation in print, on air, and online is in full flow, I wonder is that same conversation happening among our friends and families? And if it isn’t, why isn’t it?

There are many, on both sides of the argument, completely convinced body and soul, that they are 100% right in their views. But are we in danger of underestimating the amount of people that remain undecided and uncertain and afraid to have a conversation about their uncertainty for fear they’ll alienate…or be alienated?

On May 25th you have an opportunity to shape the outcome of this referendum.

If you’ve already decided how you’ll vote, be gentle with your views and opinions as not everyone will share your point of view, but that doesn’t mean their opinions hold less weight than yours.

Listen with grace and empathy, even if the opposing view is unpalatable, and completely foreign to you – no one ever won hearts and minds by shouting the other side down.


Between now and May 25th, you have a chance to be part of a national conversation – and by voting, you’ll play an active part in the outcome.

On May 26th, we’ll know the outcome of this referendum, and our nation as we know it will be a changed one…for better or for worse.

Be part of that change.

Alison Nulty, Fuzion CommunicationsAlison

Alison Nulty, of Fuzion Communications is a Senior PR Account Manager, Media Trainer and part of the Crisis PR team.

Why are Podcasts booming?

April 2, 2018

Podcasting

Podcasts are in demand, they are becoming increasing popular and for good reason..

According to research last year nearly 400,000 Irish adults listen to a podcast once a week with 128,000 listening once a day.

While podcasts have been around for a while the “boom” in part is due to Smartphones, which have made accessing these really easy and in 2014 Apple introduced a specific podcast APP on all their devices.

The audience in King” , which is the real driving force as they are carefully curating their own content – Podcasts are to Radio, the same as Netflix is to TV!

Podcasts are outperforming their competition because they are relevant and they are succeeding in connecting with their audiences in a very different way.

It’s simple, you can hear your chosen show (podcast) whenever you want.

Podcasts have few, if any commercials and only consist of the material that you are interested in. The variety is huge and growing by the day – literally, there is something for everyone from Love Stories, to American politics, to Eamon Dunphy to Blindboy to the Irish Famine. The list goes on and on.

Podcasts are extremely personal.

Many go beyond the “15” minute segments of an interesting interview that you would expect on a radio show and as a result you have an opportunity to really get to know the presenter, the guest and the subject matter.

They can be a much more intimate way of getting information and it is also a nice change from peering at a screen, perfect for those busy commuters who want to make the most of every valuable minute!

Podcasts are convenient and easy to consume.

Once you subscribe to a podcast “show”, new podcasts are automatically downloaded or available to stream to your device as soon as they are available.

You can listen to them at your convenience.

When you are getting ready for a journey you can queue up your podcasts to create your own entertainment and learning, to pass that time a little quicker!

Listeners are now deciding what they want to hear and when.

On one hand, this means you are competing for their listening time but on the other hand, this means that if they are subscribing to your podcasts, you have an opportunity to really build a strong connection with your audience.

Podcasts can also make extra valuable content to deliver as part of your social media strategy.

If you have a big social media following podcasts might be a way to introduce some new and very interesting content, which will immediately differentiate you from your competition.

Your podcast subscribers could be the core of your community and over time they could become your best ambassadors or even clients.

The best way to understand the potential for podcasts is to tune in and discover the huge variety that is available – you can access them via the podcast APP on Apple devices, on iTunes, Soundcloud or on Spotify or directly via the podcast host.

Why not check out our Fuzion Win Happy Podcast , which is hosted by our very own Greg Canty!

http://fuzionwinhappy.libsyn.com

Fuzion Win Happy podcast thumbnail

Happy listening..

Ciara O’Sullivan

Ciara is a PR intern with Fuzion Communications

Learning from Emma!

March 19, 2018

Storm Emma

This St.Patrick’s weekend, the snow threatened once again and it brought the memories and huge impact of Storm Emma, The Beast from the East and our very own Snowmageddon flooding back.

While there was major disruption, which threw our little country into chaos the stories of communities banding together to look out for, and after each other during the worst of the snow was heartwarming to say the least and gives us a fantastic reason to celebrate our special Irishness!

Thanks to social media we were able to capture some of these gorgeous moments and preserve them forever.

 

 

 

Storm Emma

Across the country, businesses are still counting the cost of Storm Emma. For some, business may have been booming and for many others, their financial forecast may be gloomy.

So why don’t we try and reward that strong community spirit, witnessed by many of us during the storms and let’s focus on supporting local business!

Buying a coffee – why not try a local roast house instead of a chain, looking for bread, maybe think of your newsagent, or better yet, your neighbourhood bakery, looking for a good book, or even the newspaper, why not pop into your local bookshop?

Beast from the East

 

Beast from the East

Local spending is powerful, because it circulates within the local economy, paying wages for example, which are also…..yes, you’ve guessed it…..spent locally.  

So now that the memory of our storm has passed, let’s all do a little bit to keep supporting each other, at home, and in business…

Alison Nulty, Fuzion CommunicationsAlison

Alison Nulty, of Fuzion Communications is a Senior PR Account Manager, Media Trainer and part of the Crisis PR team.

Consumer Branding and JK Rowling

March 7, 2018

Britney Spears

As I sit at home on a snow day working like many others across the country, which is all made possible by the glorious Google Drive, I started wondering about what my next blog should be about – something riveting, meaningful and life-changing?

But instead I decided to write about the fact that I was obviously unaware of two things that other people seem to have already known, and I’m going to use those things to talk about what we do for our clients.

For instance, did you know that:

1 – Britney Spears has subliminal messaging in her lyrics – GENIUS!

2 – JK Rowling is actually Robert Galbraith?

Well I didn’t, and the fact that I didn’t know is probably the mind-blowing part.

Also, if you are not watching the TV series BBC’s Strike (which is based on the books) you need to.

Knowing the Britney fact has now altered part of my youth and I wish I could go back to that time to see what this would have meant to me then and if it would have made a difference?!

Britney was and still is so influential, but I’m sure it would have made for an epic OMG conversation between friends!

The second mind-blowing fact is one that I feel is a reflection of what so many of us would like to do – trying something new and not being held to a certain level of expectation, which is the whole reason JK Rowling chose to write a series of crime novels under a fictitious name.

She wanted to begin a new writing career in a new genre and to release her crime novels to a neutral audience, free of expectation or hype.

Consumers can see examples of this on a daily basis with “Umbrella Brands”.

This is where a big brand buys another brand or launches a similar product under a different brand name, some of which fall into the affordable price range.

This happens so often in the beauty industry and it is why there are so many “dupes” of different products or cheaper alternatives.

L’Oréal do this very well with a portfolio of international brands such as NYX, Maybelline, Essie and Garnier to name a few – Full list here: www.loreal.com/brand

An Irish brand that has done this very well is Bellamianta, the brain child of Linda Stinson and Lisa McDermott. Last year we saw these two amazing business minds launch Iconic Bronze, a more affordable tanning product, less than three years after the launch of Bellamianta.

 

With the help of their Irish brand ambassadors, Jade and Laura Mullett, this tan became so sought after than it made its way onto the shelves of Primark.

In communications we encourage our clients to think outside the box and try new things.

Whether that is how we launch a new product or campaign, the way we plan on revealing new company branding or working with a brand ambassador for the first time, or it could even be with a social media strategy and how to reach new audiences.

At Fuzion, when we meet a client for the first time it is important that we get to know them and have a clear understanding of what they do and what their objectives are.

From here, as a team, we put our heads together using the many years of experience we have to generate concepts and formulate a strategic plan that will work to the client’s benefit, delivering consistent and cohesive messaging that will help them get noticed and make an impact in a crowded market.

Our creative design team is also on hand to develop outstanding, eye catching and conversation starting designs that will leave the target audience remembering your brand.

Maybe we can help you to be like Britney or JK?!

Arlene

Arlene Foy is an Account Manager with Fuzion Communications, a full service agency who have offices in Dublin and Cork.

 

Some Twitter changes to curtail spam tweets and “Tweetdecking”

March 7, 2018

TweetdeckingIn a move to prevent the growth of spam and fake news, Twitter are making changes to their Tweetdeck platform.

To be clear: Twitter prohibits any attempt to use automation for the purposes of posting or disseminating spam, and such behaviour may result in enforcement actionYoel Roth, manager of trust and safety at Twitter, wrote in a blog post.

Note – this is ironic as Tweetdeck is their own application that facilitates this behaviour!!

For those of you who are scratching your heads now asking what is Tweetdeck and how it helps spread fake news/spam let me break it down for you:

Tweetdeck is a platform mainly used by digital professionals to monitor and post from Twitter accounts. For those of us who work in social media management, it’s a very useful tool where we can monitor what’s going on with all of our clients and post from their accounts, including the ability to schedule posts into the future.

However, in the last couple of years a new practice has emerged known as “tweetdecking” whereby users are tweeting content across many accounts added to their Tweetdeck in exchange for payment.

Have you ever noticed several famous accounts tweet the exact same thing at the same time? That’s tweetdecking!

Basically, what these accounts are doing is using multiple accounts to cause their tweets to go viral.

It can be something simple like a company trying to spread their offers, a celebrity trying to go viral or something more sinister when it’s someone creating fake news and spreading it.

If you see a tweet that has a huge number of likes and retweets and it’s appeared in your feed more than a couple of times, are you more likely to believe it?

With these new changes Tweetdeck users will no longer be able to bulk tweet, retweet, like or follow using several accounts at the same time.

These changes will also affect third party applications such as Hootsuite where you can do similar actions.

So, in a way it’s good news as it prevents users being able to spam others with fake news and nonsense tweets….

However, for those of us that use Tweetdeck and have those times where it’s relevant to post or retweet from two accounts, we’ll just have to do it separately and take an extra five minutes (we don’t have!!) switching between accounts.

Check out our latest Fuzion Win Happy Podcast where Greg Canty and Alma Brosnan discuss these changes and also the features of Tweetdeck and Hootsuite that may be useful to heavy social media users:

“Tweetdecking and other social media developments”

Fuzion Win Happy Podcast - Social Media Series

Alma

Alma Brosnan is part of the Social Media Consultancy team at Fuzion Communications who have offices in Dublin and Cork, Ireland

 

 

 

10 Things you didn’t know about Arlene Foy

March 5, 2018

New York, New York

In this series of blogs we thought it might be a good idea to let you know some of our team a little bit better…that could be scary!

This week it is all about Arlene Foy, our Consumer PR and Social Media Account Manager based in our Dublin office, who joined the Fuzion team three years ago this March.

Describe yourself in 5 words

…organised, motivated, dreamer (the optimistic kind!), fun and team player

My favourite holiday

…New York all day everyday

My dream car

…Toyota Celica GT4 Carlos Sainz, pop up lights a must in white for the weekends, but everyday a Mini Cooper in gunmetal with all the extras!

My worst habit

…eating – I just love all the food and I just never know when to stop!

My first album

…Beatles White Album on tape given to me by my mum which set me on a the road of good music taste. I did stray in my teenage years but I always came back!

If you could be invisible for a day what would you do?

…Because I think I’m hilarious I’d probably use my day to play jokes on family and friends, really freaking them out.

The best advice I was given

…If you don’t ask you don’t get. Also, you need to look after number one (yourself) because once she’s good, then you make sure everyone else is.

Who would you most like to have dinner with (dead or alive)?

…My uncle Ned, just to have one last family Christmas dinner we so miss him every year.

What was your first ever job?

…Helping out in our family business “The Barrow Lodge”, a pub situated close to the the barrow river in Portarlington, Co. Laois (absolute plug!).

The part of my job I love most

…Everyday is different. I am always learning and working on something new.

Arlene Foy, Fuzion PR, Marketing Graphic Design, DublinArlene

Arlene Foy is an Account Manager with Fuzion Communications, a full service agency who have offices in Dublin and Cork.

10 Things you didn’t know about Jane Foley

March 5, 2018

In this series of blogs we thought it might be a good idea to let you know some of our team a little bit better…that could be scary!

This week we’d like you to get to know the latest Fuzion recruit, Jane Foley, who has joined the PR team in our Dublin office from Irish radio station, Newstalk.

Describe yourself in 5 words

Organised, friendly, energetic, thoughtful and loyal.

My favourite holiday

The summer before last we spent a week on a small Greek island called Poros. We didn’t have WiFi so instead of wasting our time online we filled our days with books, music and swimming as we explored every inch of the island and ate and drank the most amazing Greek food and wine.

Poros, Greece

I’ve also been lucky enough to have lived in the Netherlands, the Alps, the South of France and Paris at different points over the years, which weren’t exactly holidays but I made sure not to work too hard while I was in any of those places so they felt like they were!

My dream car

I think I have to learn to drive first before I even think about what my dream car would be!

I blame my parents for the fact that I still don’t drive, as neither of them drove so we didn’t have a car growing up.

We lived so close to everything in Galway, it was just not something we never needed. I appreciate our slightly-reduced carbon footprint as a result of this, but I also wish I had gotten my licence when I was 17 so that it was just over and done with.

But it’s on the to-do list for this year!

My worst habit

I can definitely overthink and worry about things when there is no need.

When I put a lot of effort into something I always want it to be perfect, which can be a positive, but I also need to learn where to draw the line and just accept that some things are out of my control.

My first album

I think the first album I ever bought was Britney Spears’ Baby One More Time (of course, being a 90’s child).

Britney Spears

But the album I first obsessed over was one I stole from my mum – The Beatles’ Red Album.

I listened to those two tapes over and over again and still to this day when I hear one of those songs end, I start singing the next one on the tape automatically – it’s burned into my memory!

My hobbies

I love food, and cooking and baking is something I do a lot of in my spare time.

I try to mostly bake healthy treats so I don’t feel too guilty about doing it regularly, but I also have to admit to myself that just because it is ‘healthy’, it doesn’t justify me eating the entire loaf of chocolate chip banana bread by myself…

The best advice I was given

As I was writing this I was struggling to think of the single best piece of advice I have been given over the years.

I think certain advice resonates with you at different times in your life, but as I was walking down the street at lunchtime I was struck by something spray-painted on the wall:

“Be Kind, Tell the Truth and Don’t be Afraid”.

I don’t know who wrote it, and it wasn’t exactly advice that was given to me, but there is something about its simplicity that stuck with me.

If you were stranded on a desert island what three items would you bring?

A good book, an iPod full of podcasts and music, and a really comfortable hammock.

What was your first ever job?

I worked in our local corner shop when I was 13. I remember being delighted with myself, working four hours a week after school and not knowing what to do with all the extra money I had (€26).

The part of my job I love most

I love the variety of my job and the fact that no two days are ever the same.

And of course the people. I appreciate the wonderful colleagues and clients that I work with and it definitely makes getting up on a Monday morning that bit easier!

Jane Foley, Fuzion CommunicationsJane

Jane Foley is a PR Executive with Fuzion Communications who have offices in Dublin and Cork

 

 

Facebook algorithms and posts not quite reaching your audience anymore

March 2, 2018

mark zuckerberg

Algorithms, algorithms…. It’s the buzzword when it comes to social media these days but do the people talking about it even know what an algorithm is?

It’s not used just by people in the digital world now.

Your annoying Aunt Mary who posts her whole life to Facebook and thinks that when people post they’re sending it directly to her, is now sharing posts telling people to comment on her feed because Facebook will hide you away forever, otherwise!

This is slightly dramatic and not what the new Facebook algorithm is about…. Mark Zuckerberg actually wants you to see what your friends are up to.

In his announcement on January 11th MZ said that Facebook had changed the news feed algorithm to prioritise content from “friends, family and groups.”

Fuzion Win Happy podcast thumbnail [Check out the episode of the Fuzion Win Happy Podcast “Frustrated about Facebook where Greg Canty and Alma Brosnan from our digital team chat about this issue]

Since last June, he has placed a huge push on Facebook groups and using those to build communities.

The algorithm is just another one of those changes to (theoretically at least) help users see content they want to see (however, you may not want to see an album of Aunt Mary’s holiday pictures!) and interact meaningfully with their friends and family.

The only users being negatively impacted by these changes are Business Pages who have already built a solid audience through organic reach and engagement.

Facebook are now saying that Business Pages will still be able to reach customers through “meaningful interaction”.

What is meaningful interaction to you and your business page?

  • To some businesses, it’s posting special offers for their followers
  • To others, it can be rewarding followers with a competition and prize giveaway

Both of these types of posts are affected by the new algorithm.

Facebook have said using “engagement-bait” (deliberate content to get people engaging) to encourage users to comment or share is not a meaningful interaction and these posts will be demoted in the News Feed of users (eg – they won’t see these posts!!).

Examples of “engagement-bait” include:

  • React baiting: Asking people to react to the post (includes like, love, haha, wow, sad, and angry)
  • Comment baiting: Asking people to comment with specific answers (words, numbers, phrases, or emojis)
  • Share baiting: Asking people to share the post with their friends
  • Tag baiting: Asking people to tag their friends

So, all those competitions that pages ran asking people to “like, comment & share” are exactly what Facebook don’t want to see anymore.

(ironically most of these tactics were being used to “beat” the previous algorithms!)

How can Business Pages get around this?

You should follow what Facebook wants from you, and post relevant content that they believe your followers want to see.

Begin by creating quality content (in our view this should always be your number one priority, regardless of social media platform) that you believe will start a conversation on your page (ideally this will be a conversation between fans of your page).

Highlight the personality of the business and use that voice and tone consistently throughout your posts.

Include questions in your posts that will generate interesting answers in the comments so that you can then interact with your audience.

What we seem to have forgotten in all of this is that the point of creating a Business Page was to interact and promote your offerings to customers.

We all just got too caught up in counting the number of followers and wondering who those three people from Malaysia looking at your page were!!

It’s time to bring it back to basics and start building relationships with the followers on your Pages again.

Or if all else fails…. Just turn to Facebook Advertising!  

Is this the real agenda of Mark Zucherberg?

Alma

Alma Brosnan is part of the Social Media Consultancy team at Fuzion Communications who have offices in Dublin and Cork, Ireland


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