Capture The Conversation

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Singing Milk Boxes and Dancing Cheese

Jen Casson, July 17, 2014

“What if the cheese twirled the macaroni around as rainbows and hearts fly out?”
“Would it be ok if the peanut butter sandwich cracker took a little lick of himself?”
“Can I put a top hat on the milk box and give him a dancing cane?”

It’s ridiculous statements like these made during the course of a project that make one pause to ask “are we really getting paid to do this?”. A recent job for Horizon Organic was just one of those projects. They asked Room 214 to create a fun animated video to help launch their new line of Mac & Cheese and Snacks (grahams/crackers). To do this, we teamed up once again with the talented musicians Jeff Kagan and Paige Doughty and create these spots with an incredibly catchy tune. Fair warning – these will get stuck in your head.

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Hiring

Room 214 is Hiring: Interactive Designer

Room 214, July 8, 2014

Create and maintain design assets specific to Room 214 branding, websites, social networks, marketing materials and pitch decks. Be involved with Support design and front-end development, as needed for mobile responsive web properties, social media applications and client projects. Serve as the key creative member, touching all visual aspects of company brand and design (programmers need not apply). The creative team works on a variety of projects in the agency including: branding, infographics, Facebook applications, presentations, digital strategy and concept development, website & microsite design and banner ads. We are seeking a highly creative and passionate graphic designer to join our team. This person will be responsible for developing inspired creative work on-time and in-budget to meet client needs.

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Hiring

Room 214 is Hiring: SEO Specialist with HTML & CSS Chops

Room 214, July 2, 2014

SEO Specialist with HTML & CSS Chops

Room 214 is seeking an individual who is technically minded — but also has exceptional communication, writing, and organizational skills.

This position is perfect for the individual who has:

  • 1-3 years experience in keyword research and search engine optimization techniques
  • 2-4 years experience with HTML and CSS experience (basic front-end web development)
  • The confidence to communicate recommendations about web content (even to the extent of being able to write some of it her/himself) – but also the humility and hunger to learn more
  • An interest in configuring and using Google Analytics
  • A desire to learn more about SEO, online marketing and great web content
  • An ability to make basic HTML and CSS updates to web pages
  • Important Note: This job is likely a far better fit if you are a web developer interested in learning SEO, than a “SEO enthusiast” with zero real web dev experience.

 

Responsibilities Include:

  • Creating landing pages using HTML and CSS
  • Driving and managing SEO priorities for agency and agency clients, including recommendations for site content
  • Conducting keyword research to define target keywords, using best-practice methodology and tools (must know how or be ready to quickly learn how to perform keyword research, backlink analysis, identification of top search rankings and content optimization opportunities)
  • Using on-and off-site SEO skills to impact high search engine visibility for targeted keywords
  • Identifying opportunities for video, mobile, and social optimization to support SEO goals
  • Measuring and analyzing the effectiveness of SEO activities
  • Research, analyze and translate data from Google Analytics, Google Webmaster Tools, and other 3rd party software platforms
  • Conducting in-depth site audits and producing SEO deliverables
  • Generate weekly and/or monthly campaign performance reports and trends

 

Bonus points for:

  • Fast-paced, agency SEO experience
  • Google Analytics expertise
  • Google Adword experience
  • Marketo / Marketing Automation experience
  • UI/UX Design experience
  • PHP, JQuery, JavaScript experience
  • A kick ass attitude wrapped in a super nice personality

 

Room 214 is a great agency for the individual that:

  • Likes working in an open environment both independently and as part of a team
  • Appreciates transparency from co-workers and owners
  • Is values-driven with respect to people and quality of work
  • Is interested in thinking like a business owner

 

How to Apply:

Please send an email cover letter and a resume to kcormier@room214.com. Make sure to include at least 2 links to examples of your HTML/CSS work. Please also list any certifications you may have. Applicants without HTML examples will not be considered.

Interactive Video - Digital Marketing by Room214

Interactive Video: The Evolution of Video Marketing

Jen Casson, June 18, 2014

Video is a must-have component of your digital marketing strategy and the stats prove it. If you still haven’t bought into that… well, this article isn’t for you. What I’m interested in sharing is the next evolution of video marketing – the Interactive Video (or “IV “ for the character averse).

Let’s briefly revisit web videos’ history. As more and more marketers began using video to promote their brands online, it was inevitable that they’d want to make their videos clickable.  Video for video’s sake?  Don’t be ridiculous!  They wanted viewers to do something – visit their websites, download a whitepaper or fill out a lovely form.  Like, follow, subscribe, pin, or stalk them.  Or better yet, to make a purchase (annoyingly referred to as V-Commerce).

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Room 214 in DC

Room 214 Opens Office in Washington, D.C.

Stacey Kawakami, June 11, 2014

Room 214 is pleased to announce the opening of our Washington, D.C. office — our first office outside of Boulder! The new office will support the agency’s growing roster of clients on the East Coast and service the business and non-profit community within the DC area. Stacey Kawakami, regional vice president, has relocated from Boulder to lead the office.

“We’re thrilled to be in D.C. – a city with great culture and an expanding business and entrepreneurial environment. As a full-service digital agency with international clientele, we can offer local account management for many D.C. businesses who have had to look to other markets, such as New York, for agencies experienced enough to handle their digital marketing needs,” stated James Clark, co-founder of Room 214. “Stacey is uniquely qualified to lead our new office, with a mixed background in both non-profit advocacy and fundraising, and for-profit campaigns that build brand equity and drive the bottom line.”

The new Room 214 office, located south of Dupont Circle, will focus on building local client relationships, while supporting current regional clients. Room 214’s clients include: Sanrio, Forever 21, Verizon, WhiteWave, Qdoba, SolidFire and LogRhythm.

“I couldn’t be more excited about bringing the culture of Room 214 to D.C. We work to create valuable relationships with clients, vendors, staff and neighbors, and I’m personally looking forward to being a part of this thriving community,” said Kawakami.

Room 214 empowers our clients by providing a full range of digital marketing strategies, such as visual storytelling, advertising, social media, and more. Contact us to learn how we can help your business grow and thrive.

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A Hot 100 Revolution: Digital Investing & The Music Industry

Michael Kwolek, May 13, 2014

Which artists have the longest-charting songs on the Hot 100? The Beatles? Michael Jackson? Mariah Carey? Nope. Not even close. Read on to find out which under-the-radar artists are changing our perceptions of longevity in the music industry, and learn about the power of “digital investing” (introduced in a previous post) for artists and brands alike.

First, a quick refresher on digital investing: we believe that unlike traditional marketing alone, the cultivation of long-lasting digital content allows campaigns to have a much longer shelf life than was previously possible. So let’s dig into how this applies in the music industry.

Traditional media no longer leads

Let’s face it: magazines, billboards and terrestrial radio have become all but irrelevant for supporting new artists. We now have access to iTunes, Spotify, Bandcamp, SoundCloud and myriad other ways to find, share and indulge in music anytime, anywhere.

These innovations have made charts and reporting more complex. New ways to experience music mean extra data points, thus complicating how we gauge artist popularity – it’s no longer just a measure of how many CDs a band sells at big box stores. And this phenomenon has finally begun to influence the most mainstream of outlets – traditional radio playlists and the Billboard charts.

Counterintuitively, many songs are actually finding greater longevity in this new environment. With always-on access to songs, videos, articles, interviews, remixes and other content, tracks can remain popular for years instead of weeks. And these new ways to listen are changing traditional media – radio and TV no longer set trends, they now often reflect what music fans have already discovered online. Consider the case of the song “Sail” by relative unknown AWOLNATION.

“Sail” takes a long voyage

“Sail” is the first song in the Hot 100′s 55-year history to climb to its peak position after a year on the chart. It ended its run in March 2014 after logging 79 weeks – a streak that began over 3 years ago. In fact, it is now the 2nd-longest charting song ever.

After a modest showing on alternative radio in 2011, the song soundtracked a trailer for the History Channel series “Vikings”, clips of which have since garnered over 1m views on YouTube.

And it just took off from there: continuous touring, additional TV syncs and aggressive promotion by label Red Bull Records, along with a continuous stream of online conversations, videos and playlist sharing, led to “Sail” charting on and off for the next 3.5 years.

The track’s downtempo aggression initially met with little interest from mainstream radio, but programmers were eventually convinced after months and months of fan support. This support is best exemplified in the collection of fan-made videos on YouTube, one of which has garnered over 100 million views – a practice supported by the band.

And it’s not just one song…

“Sail” is not the only example of this recent outsized longevity. As of April 29, 2014, “Radioactive” by Imagine Dragons spent its 86th non-consecutive week on the Hot 100 (at #48). In fact, 8 of the 10 longest-charting songs on the Billboard Hot 100 have been released since 2005 (5 of those since 2011).

This phenomenon is thanks in no small part to digital investing – by establishing a base of easily shareable content (YouTube clips, song streams and even remixable tracks), artists allow fans to enjoy music on their terms. They also give new listeners plenty of chances to find emerging artists and take an active part in boosting their visibility.

According to Billboard, the “Hot 100 formula targets a ratio of sales (35-45%), airplay (30-40%) and streaming (20-30%)”. This streaming component, though relatively small, cannot be underestimated as tracks often generate millions of online listens without any commercial radio play. By nature, online sharing can have a longer-term impact than any single radio play as peers are much more likely to pay attention to what their friends are digging versus what happens to be on the radio. And again, they’ll have the instant ability to share those finds with their networks.

So what does this mean for artists?

The rules are changing – major labels and radio conglomerates no longer dictate what we listen to. Now that anyone can write, produce and release music essentially for free, it’s all about which tracks spread the most online. Here are a few tips:

  • Encourage friends and fans to share, share, share to build an audience. Offering free downloads and easily-shareable streams is essential.

  • Think long-term – a marketing plan for a new album should last more than the month of its release.

  • Embrace fan-created content – where once it was viewed as copyright infringement, most artists now see this practice as free publicity. Fan videos, artwork and remixes can all extend the life of a song way beyond an artist’s expectations.

And what does this mean for my brand?

The same ideas can apply to any brand looking to make a long-term impact online. The key is to think of the web as a repository for useful, inspiring and entertaining content that will be searchable for years.

Consider supplementing the digital ads and social posts you’re already doing with content that can continue to have an impact. Here are a few types we’ve seen generating awareness, leads and search visibility for years:

  • Blog posts with useful tips from an expert

  • Detailed responses on Quora to pertinent questions about your industry

  • Video tutorials that simplify complicated tasks

  • Interviews that express a controversial stance on a commonly held belief

 

In short, whether you’re an independent artist or a global brand, you can still make a real impact without billboards, glossy magazine spreads and mainstream radio play, and you just might cultivate more impassioned fans in the process. Keep checking back in the coming weeks as we continue to explore strategies for digital investing.

Weekly Social and Tech Round Up (5/2/14)

Maya Shaff, May 9, 2014

Here’s this week’s collection of social media and digital marketing trends brought to you by the digital experts at Room 214.

The popular social app Snapchat revealed it’s newest update on Thursday announcing new features such as video chat and text messaging. The update was available for download in the app store as of May 1 and users were eager to get their hands on the new features.

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Don't Get Scroogled

Don’t Get Scroogled

Matt LeBeau, May 1, 2014

For many people, no recent update has been more confusing than the changes to Google accounts and services, including the forced connection between Google services like YouTube and Google+. While the most publicized aspect of this change was the elimination of anonymous YouTube comments, the related effect was that in order to post a new comment on YouTube, users first had to join Google+.

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Snap2Cover

Should my brand jump on the Snap Wagon?

Taylor Cunningham, April 29, 2014

After reading Snapchat: 5 Reasons Your Brand Might Love It, you may have found yourself wondering if Snapchat is right for your brand. In this follow-up we will discuss the 5 things to keep in mind before jumping on the Snap Wagon.

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Hiring: Social Media Intern

Graham Swalling, April 17, 2014

Support Room 214 clients’ digital marketing campaigns through research, reporting, content creation, quality assurance and execution. Requires excellent attention to detail, organizational, analytical, and communication skills as well as strong problem-solving skills. Must have a passion for figuring out what’s next, what’s possible, and what delivers return on investment in social media and word of mouth marketing.

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