If there's one thing every office needs it's a person with a lot of energy. Well, 4'11" Alissa Polles is a compact bundle of energy at Old Hat HQ. She's Kristin Chenoweth size minus the singing skills, but with the same vocal abilities to fill up a room with her laughter. What she lacks musically she makes up with mad organizational skills. Feel free to skip your coffee today! Just read Alissa's answers to our 20 Questions.
4. YOUR GO-TO WORK MUSIC: Hmm – I actually don’t listen to music a lot while I work. It ends up distracting me. I am easily distracted. *Note: This is no way insinuates I don’t have opinions and preferences on music. That just wasn’t the question.
5. HOW DID YOU END UP AT OLD HAT: Relocated to OKC from Austin
6. FAVORITE THING ABOUT YOUR JOB: Organizing all the things! Lists! Checkboxes! Planners, organizers, HIGHLIGHTERS! LISA FRANK!
7. WHAT’S THE HARDEST PART ABOUT YOUR JOB: Saying yes when I want to say no? Pleasing all the people?
8. HOW DO YOU SPEND YOUR FREE TIME: Exercise, laundry, rollerskating, obsessing over my dog.
9. ADVICE TO YOUR YOUNGER SELF: Love wins. You don’t really need antibacterial soap. Eat doughnuts.
10. EXPLAIN YOUR OBSESSION WITH OVERALLS: I’m not sure really. Everyone loves a onsie. You can dress them up or down. They make all home improvement activities more fun. They make me feel like I could be cooler than I really am. Also, Kris Kross.
11. IF YOU COULD ONLY WATCH ONE MOVIE FOR THE REST OF YOUR LIFE WHAT WOULD IT BE: Buhhhhhhh… The Wedding Singer? It has love, the 80s, bad Drew Barrymore, meatballs!
12. FAVORITE TV SHOW: All the Housewives. Judge away.
13. WHAT’S BEEN YOUR FAVORITE MOMENT AT OLD HAT: WHEN I GOT MY SHERIFF BADGE AND BECAME THE LAWWWWWW!
14. IF YOU COULD TRADE LIVES WITH ONE OF YOUR COWORKERS WHO WOULD IT BE AND WHY: Kevin for when I want to be serious. Cody for when I want to be silly.
15. WHAT’S YOUR GO-TO WORK DISTRACTION: Exchanging Family Guy memes, Bitmojis & dog pics w/ my BF.
16. FAVORITE SUPERHERO: WONDER WOMANNNNNNNNN
17. IF YOU WERE AN SNL CHARACTER WHO WOULD YOU BE: Get ready – I don’t watch SNL.
18. WHAT’S THE STUPIDEST THING YOU’VE EVER DONE: I shaved my arms and my eyebrows once. That seems kinda dumb. I was in 9th grade and my mom noticed and pointed it out in front of the senior girl who picked me up and took me to soccer practice. It was pretty embarrassing.
19. WHAT’S THE LAST SHOW THAT YOU BINGE-WATCHED: West World.
20. IF YOU WEREN’T DOING THIS JOB WHAT WOULD YOU BE DOING: Living quietly w/ my family somewhere green. With close access to a roller rink.
A few years ago I took a vacation to Cabo. It was beautiful and relaxing…except that every time I tried to relax on the beach and enjoy my surroundings, somebody wanted to interrupt the experience and sell me something. Sombreros. Ice cream. Water sport activities. Colorful souvenirs. Beach blankets. And you know what? It was frustrating. It wasn’t the experience I had hoped for, and it’s one I’d prefer not to repeat.
Do you realize that same type of thing is happening to consumers every day when it comes to online advertising?
There are certain types of digital ads that are like those beach vendors. Instead of displaying their wares in an enticing way and allowing consumers to come to them (like the nice locals I actually did buy something from in Cabo), these ads get right in the consumer’s face and make it difficult for them to do whatever they were trying to do online.
Since advertising money supports more than just businesses (think social connections, valuable free content and journalism), there’s a group called the Coalition for Better Ads that has developed a set of Better Ad Standards to try to improve consumers’ experience of online advertising.
Here are the types of digital ads the Coalition’s research revealed as the most intrusive and disruptive to consumers:
This month, Google Chrome is rolling out an initiative to improve their user experience based on the initial Better Ad Standards. That means they’ll warn sites that display these types of ads and block ads on those sites if their concerns aren’t addressed. And Google isn’t the only one taking action – you can expect to see others following suit.
So what does this mean for you? Basically, treat consumers the way you would want to be treated. Be considerate of the experience they’re trying to have. Ensure that your digital advertising strategy is focused on adding value for consumers and becoming part of their experience rather than interrupting it. Think about what’s useful and relevant to them, then offer it in a way that’s respectful.
Just when you thought you knew what content performed well on Facebook, the social media giant is shaking things up. In early January, Facebook announced a reform to their algorithm that will make organic reach more difficult for businesses while improving the Facebook experience for consumers.
The adjusted algorithm prioritizes “high-quality posts” or posts that they believe people want to see. That means content from friends, family, and groups that encourages interaction between people will perform better, and posts from businesses, brands and media will be held to the same standard. Just getting likes on a post will no longer be enough to grow its reach; now brands have to get followers commenting and re-posting in order to build a greater brand awareness.
Now that they’ve changed the rules, marketers have to change how we play the game. But, you may be wondering, how exactly do you do that?
The “quick fix” answer: pay to play. Now that it’s becoming increasingly more difficult for marketing content to be seen, we will likely see a rise in the use of promoted posts. The problem here, however, is that you have to convince your higher-ups that social media is essential for brand awareness and, even more so, that these posts will give you a return on your investment. It also means rethinking what little budget you do have for social media marketing and getting even more strategic with your targeting and placement. Continuously evaluating and adjusting your campaign performance and spend will help you respond to this algorithm, but it’s something you should be doing anyway, and it’s not going to be enough on its own.
The more strategic answer: get better at posting content that inspires people to interact with you, and don’t be shy about asking fans to follow you on Facebook. That means consistent creative engagement with the small audiences you can reach. To Facebook, “meaningful interaction” means having a conversation; the more comments you can get, the better off you’ll be.
So what can you do to start conversations? Sports teams have some of the most loyal fan bases around, so there is hardly a limit to the conversation. Create a poll on Twitter so your followers can vote on their favorite player moment from last week’s game. You can also encourage them to post gameday photos or videos of their own using your team or university hashtags. Think about what you, as a fan, would want to talk about on social media and create content that facilitates that discussion.
Do you have new players or coaches? Introduce them to your followers. Use Facebook and Instagram to host live events when key individuals can sit down and answer questions from fans. Make sure that you’re creating a situation where your fans feel welcomed to talk to you as well each other.
Another smart approach is to make sure you’re aware of what’s going on locally and piggyback on current events, activities, and topics. As a sports team, this is one of your easiest methods for drawing engagement. You can use your social media platforms to host contests and giveaways for team merchandise and tickets to upcoming games. Even if there’s an event coming up that has nothing to do with your team, you can put a unique spin on it to make it relevant to your followers. Something as simple as asking your fans to come out and participate with the team in a charity event at the university is a great way to gain some good publicity.
Just be careful to keep your content and comments natural. Sharing something and inviting others to share back is appropriate social behavior; including things like “COMMENT on this post!!” makes you seem insincere and reeks of self-interest. Nobody likes making forced conversation in real life, so don’t expect them to enjoy it on social media either.
One thing that’s constant in the realm of social media is change, so don’t let things like Facebook’s latest algorithm adjustment stress you out. Look at it as an opportunity to become a smarter, more strategic marketer. Then look at the other social media channels you’re using and think about how you can improve your approach on those channels before another algorithm change comes along. By acting now, you can build a better knowledge base of what it takes to succeed on all of the social platforms you’re using and come up with your own creative ways to engage your fans.