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Happy Anniversary Arc 3 Communications!

October 30, 2017 By Patrick L. Burns Leave a Comment

Happy Anniversary Arc 3 Communications Arc 3 Communications Celebrates Its Sixth Year in Business!

Happy Anniversary Arc 3 Communications! As we celebrate the 6th year of our agency, I wanted to stop and reflect on those things that I’m grateful for as its founder. My entrepreneurial journey has been an amazing ride of ups and downs, but I have so many things to be grateful for. Here are some of those things that I’m most thankful for:

1. I am grateful for our clients in the public affairs space that have entrusted us over the years to help with their content, digital and analytics needs. We have worked with clients ranging from government agencies to trade associations to political campaigns at the local, state and national levels. We have developed new websites, social media campaigns and all types of amazing content to help them accomplish their legislative, policy, electoral and civic engagement goals.

2.  I am grateful for the talented team of designers, developers, social media, technical and public affairs experts at Arc 3. I am also thankful for our interns that breathe life into our agency with their new ideas and energy. Our current interns from Kennesaw State University, Paul McNally and Kirbe Bostick are doing an awesome job for us.

3.  I am grateful to our trusted partners in helping us to carry out our mission. These knowledgeable experts in accounting, law, finance, human resources and technology are invaluable.

4. I am grateful to the great team at Ignite HQ who provide us with an affordable and innovative office space to work in that is filled with other startups. The shared learning from other entrepreneurs has been immeasurable. I’m especially grateful that its located off of historic Marietta Square and close to home.

5. I am grateful to the many innovators in digital, social media and technology that have transformed media and marketing to a world driven by content and sharing. This includes not only the creators of well-known platforms such as WordPress, Facebook, Twitter, YouTube and LinkedIn; but the countless other innovators who developed lesser known platforms that have helped to create a competitive marketplace that produces amazing channels for communication and sharing. Most noteworthy of late are those who have made website hosting extraordinarily better such as Flywheel.

6. I am grateful to our agency competitors, who by their efforts in the marketplace, push us to do better and strive to be our best.

7. I am grateful for the digital, social media, creative and tech start-up community of Atlanta in which we are constantly learning new tools and tactics through shared knowledge and learning. I am most grateful to the WordPress community.

8. As Founder of an agency focused on the civic space, I am grateful for the many long-standing institutions in government, politics and civic life and the people and ideas that sustain them. While its been under siege by a time of technological transformation, the great civic life of our country depends upon engaged citizens, media, candidates, elected officials, association executives and government public servants at all levels.

9. I am grateful for mentors, friends and colleagues throughout my career in government, politics, academia and the agency world who have offered sound advice and encouragement. Many have also referred business our way and I’m thankful.

10. I am most grateful to my family for their constant love, patience, prayers and support throughout my entrepreneurial journey. My wife Mary and our four children have shared this experience with me every step of the way. Mary has been a sounding board, critic, and cheerleader. Her kindness, patience and love has been the rock upon which my successful agency has been built.

Most of all, I am grateful to God for these last six years and the opportunity to embark on my entrepreneurial journey. Without his love and my faith in him, nothing is possible.

Filed Under: Campaigns and Elections, Content Marketing, Digital Marketing, Government, Public Affairs, Social Media Marketing, Website Development Tagged With: Arc 3 Communications, Arc 3 Communications and Anniversary, Arc 3 Communications and Patrick Burns, Arc 3 Communications and Sixth Anniversary, Arc 3 Communications Founder Patrick Burns, Arc 3 Communications Things Grateful For, Facebook, LinkedIn, Social Media Marketing, Twitter, Website Development, WordPress

This Week in Digital and Public Affairs – BuzzFeed, Mobile Websites and Twitter

April 25, 2015 By Patrick L. Burns Leave a Comment

buzzfeed-logoDigital and social media are changing how government institutions, political campaigns and trade associations communicate and achieve their goals. Below is a roundup of the more interesting stories that we read over the last week:

Content, Digital and Social Media

Gawker reports that BuzzFeed deleted posts under pressure from its own business department. An internal review found at least 3 instances in which complaints from the site’s business and advertising departments led Editor-in-Chief Ben Smith to delete posts by staff. The 3 deleted posts criticized or mocked an Axe body spray ad campaign (a brand of Unilever), Pepsi’s Twitter account and Microsoft’s Internet Explorer browser. Unilever, Pepsi and Microsoft all are major advertisers with BuzzFeed.

TechCrunch reports LinkedIn’s launch of Elevate, a paid mobile and desktop app for social media management. The app suggests articles to its users based on algorithms from its news recommendation services Pulse and Newsle as well as “human curation”. Users are then able to schedule and share those links across LinkedIn and Twitter.  The app will be available to users in the 3rd quarter of this year.

Gov 2.0 and Public Affairs

Ernie Smith, the social media journalist for Associations Now provides an analysis of Google’s implementation this week of an update of its algorithm to favor mobile-friendly websites and its impact on trade associations. Smith provides things for associations to consider as they redesign or retrofit their mobile unfriendly site.  Smith notes the challenges facing associations who have lots of legacy content on their websites.

William Powers and Deb Roy of MIT’s Laboratory for Social Machines provides insights on Medium into their research of the town of Jun in southern Spain. For the last four years, the town has been using Twitter as its principal medium for citizen-government communication. Leading the effort is Jun’s Mayor, José Antonio Rodríguez Salashas  who has been recruiting the town’s 3,500 residents to join the social network and have their Twitter accounts locally verified at town hall.

Speaking of municipalities, the City of Philadelphia unveiled on its website this week a real-time analytics tool showing how people are visiting city websites. This tool may promote better civic engagement between staff and residents.

Campaigns and Elections 

Dave Weigel reports in Bloomberg Politics  on the launch of the app Clear by Ethan Czahor, the former CTO for Jeb Bush’s presidential exploratory committee. The free app which works as an add-on to Twitter, Facebook, and Instagram allows users to scan their social media for a series of problematic terms that could harm their public reputation in the future. Czahor resigned his position with Jeb Bush earlier this year after it was discovered he had sent tweets disparaging women. Czahor believes that the app can help millennials avoid repeating his fate.

These were some of Arc 3’s most interesting reads in digital and public affairs over the last week. What were your favorite stories? Let us know if there is a neat story that we missed! We’d love to hear from you.

 

Filed Under: Business Advocacy, Campaign Management, Campaigns and Elections, Civic Innovation/Gov. 2.0, Content Marketing, Government, Social Media Relations, Website Development Tagged With: BuzzFeed, City of Philadelphia, Clear App, Clear App and Jeb Bush, Digital and Campaigns and Elections, Digital and Government, Digital and Public Affairs, Digital and Trade Associations, Elections 2016, Jeb Bush, LinkedIn, MIT, MIT and Laboratory for Social Machines, Mobile Friendly Websites, Social Media and Campaigns and Elections, Social Media and Election 2016, Social Media and Government, Social Media and Public Affairs, Social Media and Trade Associations

This Week in Digital and Public Affairs – Hillary’s Logo, Online Video Ads and LinkedIn

April 17, 2015 By Patrick L. Burns Leave a Comment

hillary-clinton-logo-1Digital and social media are changing how government institutions, political campaigns and trade associations communicate and achieve their goals. Below is a roundup of the more interesting stories that we read over the last week:

Content, Digital and Social Media

ZDNet reports that LinkedIn bought Lynda.com for $1.5 billion. LinkedIn’s purchase of the twenty-year-old subscription-based online learning portal is a clear sign of the professional social network’s intention to provide training opportunities for specific career skill sets to its members.

In Forbes, contributor Robert Hof provides a thoughtful analysis of the rise of online video in digital advertising. Hof points out  that TV-like online video ads are driving much of the growth in the ad industry. Hof forecasts that the video ads will make our smartphones more resemble our televisions.

Gov 2.0 and Public Affairs

Ernie Smith, the social media journalist for Associations Now asks the question of whether associations should care about the live-streaming video app Meerkat. Smith points out that Meerkat’s ease of use for live-streaming video makes it a valuable tool for capturing key moments at association conferences.

On DigitalGov, Sara Smith, the Social Media Strategist for the National Institute on Drug Abuse, provides her agency as a case study for the benefits of having social sharing buttons on your government website. Smith notes that NIDA’s addition of sharing toolbars to their website has resulted in a rapid increase in social shares and social media referrals to the site. The agency website is now averaging 20k social shares a month in 2015.

Campaigns and Elections 

Western Journalism and Mashable  report how Hillary Clinton’s  presidential campaign logo quickly became fodder for critics on social media. Clinton’s political critics, dismayed supporters and graphic designer aficionados panned the logo as amateurish and unprofessional.

These were some of Arc 3’s most interesting reads in digital and public affairs over the last week. What were your favorite stories? Let us know if there is a neat story that we missed! We’d love to hear from you.

 

Filed Under: Business Advocacy, Campaign Management, Campaigns and Elections, Civic Innovation/Gov. 2.0, Content Marketing, Government, Public Affairs, Social Media Relations Tagged With: Digital and Campaigns and Elections, Digital and Government, Digital and Public Affairs, Digital and Trade Associations, Elections 2016, Hillary Clinton 2016, LinkedIn, Meerkat, Online Video Ads, Social Media and Campaigns and Elections, Social Media and Election 2016, Social Media and Government, Social Media and Public Affairs, Social Media and Trade Associations

Happy Thanksgiving! 10 Things I Am Thankful For

November 27, 2014 By Patrick L. Burns Leave a Comment

ThanksgivingHappy Thanksgiving from Arc 3 Communications! As we celebrate the 3rd anniversary of our agency, it is good to reflect upon those things that I am thankful for.

1. I am thankful for our clients in the civic space that have entrusted us over the years to help with their content, digital marketing and social media needs. We have worked with clients ranging from government agencies to trade associations to political campaigns at the local, state and national levels. We have developed digital marketing and social media campaigns, new websites, content marketing plans and all types of amazing content to help them accomplish their legislative, policy, electoral and civic engagement goals.

2.  I am thankful for the talented team of creatives, digital marketing, social media, technical and public affairs experts at Arc 3. I am also thankful for our interns that have breathed life into our agency with new ideas and enthusiasm for our mission.

3.  I am thankful to our vendors who have become trusted partners in helping us to carry out our mission. These knowledgeable experts in accounting, the law, banking and technology are indispensable.

4. I am thankful to the awesome team at Strongbox West who provide us with an affordable, fun and innovative office space to work in that is filled with other startups in the creative, digital and technology space. The shared learning from other entrepreneurs has been immeasurable.

5. I am thankful to the many innovators in digital, social media and technology that have transformed marketing from a traditional marketing model to a world driven by content. This includes not only the creators of the well-known platforms such as WordPress, Facebook, Twitter, YouTube, LinkedIn and Tumblr; but the countless other innovators who developed lesser known digital and social media platforms that have helped to create a competitive marketplace that produces amazing channels for communication and sharing.

6. I am thankful to our agency competitors for new business in the content, digital marketing and civic space who by their efforts in the marketplace, push us to do better, innovate and strive to be our best.

7. I am thankful for the digital, social media, creative and start-up community of Atlanta in which we are constantly learning new things through shared knowledge and crowd sourced learning. I am most grateful to the Social Media Club of Atlanta, SouthWired (former Digital Atlanta) and the many Meetups around the city that are ongoing.

8. As Founder of an agency focused on the civic space, I am thankful for the many long-standing institutions in government, politics and civic life and the people and ideas that sustain them. The great civitas of our country depends upon engaged citizens, media, candidates, elected officials, trade association and non-profit executives and public servants in government at all levels.

9. I am thankful for the countless numbers of friends and former colleagues throughout my career in government and politics, academia and the agency world who have offered encouragement and referred business our way.

10. I am most thankful to my family for their constant love and support through my entrepreneurial journey. My family has shared this experience with me every step of the way. It is hard to express my gratitude and thanks to my four children and most especially my wife Mary. My wife’s selflessness, determination and love for me has been the rock upon which my success has been built.

Finally, I am most thankful to God to whom all thanks must be given. Without his love and my faith in him, my entrepreneurial journey would have never gotten off the ground 3 years ago.

What are you most thankful for this year? Please share with us!

Patrick L. Burns, Founder and President of Arc 3 Communications

 

 

 

 

 

 

Filed Under: Civic Innovation/Gov. 2.0, Content Marketing, Digital Marketing, News, Public Affairs, Social Media Audits and Listening analyses, Social Media Relations, Website Development Tagged With: Arc 3 Communications 3rd Anniversary, Content Marketing, Digital Marketing, Facebook, Happy Thanksgiving, Happy Thanksgiving and Arc 3 Communications, LinkedIn, Meetup, social media, Social Media Club of Atlanta, SouthWired, StrongboxWest, Tumblr, Twitter, WordPress, YouTube

Content Marketing and Social Media Case Study: Cherokee County, Georgia Government

March 19, 2014 By Patrick L. Burns Leave a Comment


The Cherokee County Board of Commissioners is the local governing body of one of the fastest growing counties in Georgia and the Southeast. The county is home to one of the lowest tax rates and the highest SAT scores in the state. 

One of the fastest growth segments of Cherokee County’s population was an influx of the first wave of the millennial generation who were purchasing homes and building families. Increasingly, these millennials were turning to online and social media as a primary resource for news about local issues and events. The county felt that their traditional marketing efforts were not reaching and informing this audience.

In addition, county leaders were becoming increasing concerned about the county’s digital and social media presence online and the impact that it may have been having in the economic development competition with other local communities across the country in attracting new businesses and large employers to the county.

Arc 3 Communications worked with Cherokee County Board of Commissioners to develop a plan for creating content for their website and social media networks to educate and inform stakeholders, constituents, businesses and c-level executives.

Through the development of a content marketing plan which included an identification of key messages, audiences and content buckets, the county was able to launch a new website and social media program that reached key audiences. Training was provided to county department heads and staff on key social media channels and tactics; content tips and the content marketing ideation process. 

Cherokee County’s new content marketing and social media program has resulted in a 53% increase in fans on Facebook; 241% increase in followers on Twitter; and 40% follower growth on LinkedIn. Cherokee County has also established a strong presence on Instagram in anticipation of the visual growth in social media. Cherokee County has seen its Klout Score, a measure of social media influence, increase by 300%.

However, a successful content marketing and social media campaign is not just measured by the number of likes and followers. More importantly Cherokee County has seen an increase in citizen engagement and civic reporting, greater citizen awareness about their local government, and more economic development leads. Cherokee County was just recently awarded the location to the county of Inalfa Roof Systems, an economic development win that was recognized by Governor Nathan Deal and the Georgia Economic Developers Association as the “Deal of the Year” for 2013.

Filed Under: Civic Innovation/Gov. 2.0, Digital Marketing, Government, Message Development, Social Media Relations, Strategic Communications Planning Tagged With: Content Marketing, Content Marketing and Government, Content Marketing and Local Government, Facebook, Facebook and Government, Facebook and Local Government, Georgia Economic Developers Association, Gov20, Governor Nathan Deal, Inalfa Roof Systems, Klout, Klout and Government, Klout and Local Government, LinkedIn, LinkedIn and Government, LinkedIn and Local Government, social media, Social Media and Government, Social Media and Local Government, SocialGov, Twitter, Twitter and Government, Twitter and Local Government

The Effectiveness of Political Social Advertising

March 30, 2013 By Patrick L. Burns 1 Comment

Political advertising in national and statewide races has historically been dominated by large media buys on television. Of the billions spent on election ads, a small percentage has been spent on social media advertising, but that is about to change. Voters have gone off the grid.

In election 2012, over 40% of likely voters preferred other video sources to live TV, including laptop or PC and streaming devices such as DVD and DVR.  The majority of live TV watching was sports related. The average time spent watching video was still high at almost 20 hours a week, but nearly half of that time was not spent on live TV. Also, nearly half of likely voters owned a smartphone and 32% of likely voters owned a tablet.

We are moving to a new advertising paradigm in politics, and social advertising is a key part of it.  With candidates using Twitter and Facebook to stay connected with voters, keep up on news and contrast themselves with opponents, paid social is a natural fit for politicians. Social advertising is powerful as voters spend on average 10 hours per week on social apps and interest graph targeting helps candidates zero in on key voters. In the time that it takes to create 1 political 30-second spot, 15 paid social campaigns can be launched. These social ads can be created from breaking news and events in real time.

While Tumblr and LinkedIn offer ads, the overwhelming majority of social advertising is on Twitter and Facebook. Both Twitter and Facebook ads have proven to be effective in the area of politics.

Facebook messages have been shown to be an effective tool in get-out-the-vote efforts. In the prestigious journal, Nature, political scientist Dr. James Fowler found that a single get-out-the-vote message could produce a 2.2 % bump in voter turnout. More importantly, 80% of the impact came from friends sharing the message with others. This is the first definitive proof that social networks, as opposed to television or radio, have uniquely powerful political benefits. As Facebook bleeds into older demographics, campaign messages could have a much larger impact than the study found. Another key finding of the study was that candidates need users to voluntarily share the ads and messages with their friends for maximum effectiveness.

Many campaigns initially used basic Facebook Marketplace type ads, with a 25 character title, and a 90 character body, a 100 x 72 pixel image, which are the least ideal message delivery vehicles on Facebook. However a growing number of campaigns have found greater success at using ad units such as “Like” ads and sponsored stories, which encourage both current and potential fans to interact with page content.  Facebook has also recently allowed ads to be placed directly into Newsfeed which has resulted in better results.

Mitt Romney’s campaign for President utilized Facebook mobile ads last election cycle. These ads, which showed up in a Facebook user’s news feed, linked to Governor Romney’s page and indicated which friends were fans of the candidate. Zac Moffatt, digital director of Governor Romney’s campaign, claimed a remarkable click rate of 10% among people who viewed the ads.

Twitter ads have been proven effective to drive get-out-the-vote messages and target voters. Political campaigns are spending on the “promoted tweet,” which looks like a regular Twitter post and which advertisers pay to have show up at the top of a stream of tweets, or to people who might not see the tweet otherwise. Other political Twitter ads that may be placed are for Promoted Accounts and Promoted Trends. Like business ads on Twitter, political ads are clearly labeled as promoted with a purple promoted icon and information about who has purchased the ad. Based on demand from political campaigns, Twitter has allowed advertisers to tailor paid messages to people by state or region.

Wisconsin Governor Scott Walker, who faced Milwaukee’s Mayor Tom Barrett in an historic recall election in 2012, used Twitter political ads successfully. Governor Walker’s campaign utilized Promoted Tweets and Promoted Accounts to drive a get-out-the-vote message to targeted voters and influencers. The Walker campaign’s use of Promoted Tweets drove voters to landing pages with details on the Governor’s stance on key issues and strong calls to action to pledge to vote. A week before the election, Governor Walker’s campaign also used Promoted Accounts to grow followers among targeted influencers who could help spread the campaign message through retweets. Governor Walker’s Promoted Tweets campaign garnered an average engagement rate of 6%. In addition, the Governor increased his followers from 16,600 to over 23,000 with his Promoted Accounts campaign. Overall his Twitter ad campaign reached 946,000 potential voters. Governor Walker’s effective use of social advertising was a key component in mobilizing voters in his defeat of a recall.

The use of social advertising by political campaigns will continue to increase. Social ads are an attractive selling point to campaigns looking for a way to maximize their impact for little cost. However, these ads should only be run as a part of a larger digital strategy that promotes great content such as a video, an image or interactive experience. Great content and socials ads to promote it is a winning combination for candidates  that have a need to get their message out in a cost effective way.

 

Filed Under: Business Advocacy, Campaign Management, Campaigns and Elections, Coalition Building, Government, Grassroots Mobilization, Social Media Audits and Listening analyses, Social Media Relations, Uncategorized Tagged With: Dr. James Fowler, Election 2012, Facebook, Governor Scott Walker, LinkedIn, Mitt Romney, MittRomney2012, Nature, Tom Barrett, Tumblr, Twitter, Zac Moffatt

What is your Klout Score? How Your Social Media Influence Matters

September 12, 2012 By Patrick L. Burns Leave a Comment

What is your Klout Score? Your Klout score is a two digit score that measures your social media influence. If you have a Twitter account in which you are doing public updates you have a Klout score. You can supplement your score by adding Google Plus, Facebook, LinkedIn,  Foursquare, Tumblr, Instagram, Blogger, WordPress, LastFM or Flickr to your Klout account. While Google has an algorithm that measures page rank, Klout has developed an algorithm to measure social media influence. Google has an algorithim that ranks the relevancy of every webpage, while Klout is working to measure the influence of every person online. Klout scores are calculated using variables that can include number of followers, frequency of updates, the Klout scores of your friends and followers and the number of likes, retweets, and shares that your updates receive. Interacting with someone who has a high Klout score also helps to increase your score.

The Klout Score algorithm was created by it’s founder, Joe Fernandez in 2008. Klout’s algorithm was little changed until October of 2011, when the algorithm was tweaked, most likely to more greatly account for Facebook as tool of influence. This caused a considerable uproar among technologists, who heavily dependent on Twitter, saw a dip in their scores. Many technologists clamored that Klout simply no longer mattered and was meaningless.

However, with the most recent change in the Klout algorithm last month, technologists are giving Klout a second look and liking what they see. Prominent tech blogger, Michael Arrington (formerly of  TechCrunch) liked what Klout was doing so much that he  proceeded to invest in the company. The new Klout algorithm takes into account more real world influence — through a combination of bringing in 12 times more data points everyday, and taking into account things like Wikipedia pages and weighting LinkedIn profile data higher.

The new Klout profile page for an individual also is a timeline of recent social media interactions — specific Tweets, status updates and Instagram photos that have resonated with people. It’s no longer just about how many Retweets an individual gets, but who Retweeted them, and how they did it. Did they add their own commentary? Was it a “via”? Or a straight RT? Some 400 factors play into the new score. It’s less a number, and more a social resume on one page. The new version of Klout is focusing not just on the number of measurement of influence but also shows which clever tweets or posts by an individual resonated the most with their followers.

Does your Klout score and the social media influence that it represents truly matter? The answer is indisputabley yes.  Klout scores are entering into our everday lives, especially for those who travel and conduct business on the road. Airlines, hotels and retailers are starting to evaluate ways in which they can use Klout scores to identify brand evangelists of whom they wish to keep happy. Individuals with higher Klout scores will get aisle seats on airplanes, more spacious hotel rooms, and special discounts at big name retail stores. The enterprise software giant Salesforce.com has a service that lets companies monitor the Klout scores of customers. Those with higher Klout scores will get more attention and quicker service from customer service representatives determined to keep them from tweeting or posting negative comments to their many followers. Klout has nearly 2 billion API (application programming interface) calls per day from some 8,000 partners  – frequently from customer call centers who want to know exactly who are the customers that are calling in.

Some of the most influential brand customers with Klout scores of 50 or higher are eligible for perks and gifts ranging from free smart phones to all expense paid trips to weekend test drives of automobiles. Klout has done 400 “Perks” programs that have given some 750,000 influencers special deals with no quid pro quo– only a hope that they’ll say something nice about a brand. Brand rewards for Klout scores are a reflection in the social media age of the special treatment that brands have given out for years to high profile names, the press, and individuals who have spent lots of money on the brand. Klout has democratized influence.

Beyond the perks, Klout is rating and showing people’s online influence on various topics so that others can learn from them. In addition it rewards individuals for their social media efforts by helping them to feel listened to on certain topics. In this way, Klout’s ranking system is working to build a better online community. In today’s social media age, those that push out interesting content are the new influencers, and after several attempts, Joe Fernandez and Klout appear to be on their way to develop a rating system for measuring social media influence that is accurate and matters.

Filed Under: Blogger relations, Data Analysis, Digital Marketing, Public Affairs, Social Media Audits and Listening analyses, Social Media Relations, Strategic Communications Planning, Uncategorized Tagged With: data analysis, Facebook, Foursquare, Google, Google Plus, Instagram, interactive marketing, Joe Fernandez, Klout, LinkedIn, Michael Arrington, Salesforce.com, social media, social media audit, Tumblr, Twitter

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About Our Founder

Husband, Father of 5, Founder of Arc 3 Communications - a digital and public affairs agency. Over 25 years in politics and public affairs. Follow me on twitter and instagram at @patricklburns. I live, work and play in the community I grew up in. Read More…

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