CLEVELAND – September 28, 2016 – North Coast Media (NCM) is proud to announce Web Developer/Digital Design Specialist Jesse Malcmacher has been named to the Folio magazine 30 Under 30 list for 2016.
Folio: Magazine’s 30 Under 30 Awards were created to “salute the brightest individuals under the age of 30 who are executing on some of the industry’s most innovative ideas.”
Malcmacher and the other winners will be honored during the 30 Under 30 Awards Luncheon on day two of the Folio: Show, held November 1-2 at the Hilton Midtown in New York City. The event brings together content creators and partners in a collaborative environment designed to inspire innovations in content creation, marketing, sales, content marketing, events, digital media and more.
As web developer/digital design specialist at NCM, Malcmacher’s work has led to double-digit percentage growth in page views and engagement time. He has undertaken several website redesigns, including two recent national winners of American Society of Business Publication Editors Azbee Awards and one current finalist for a national Folio Ozzie Award, while making continual improvements to the company’s 17 websites.
Since implementing responsive design on the company’s primary sites, mobile traffic has increased to as high as 44 percent.
Malcmacher takes a strategic approach to making NCM’s websites cutting-edge, allowing him to focus on new initiatives like content marketing, ad retargeting and subscription onboarding. His work has created new revenue streams for NCM.
“Jesse came to us from outside the business-to-business media world, and he brings a fresh perspective to the design and development of our websites,” says NCM Digital Operations Manager Bethany Chambers. “He has an innovative spirit that extends to all the projects he takes on—and his work always surprises.”
He is a multiple award-winning designer who holds a bachelor’s degree in digital arts from Bowling Green State University with a focus in interactive design and 3-D animation.
By Allison Barwacz, Digital Media Content Producer
Not all of your content has to be created by you.
Lego customers produce 20 times the amount of social media content posted by the company’s social media team itself, said Lars Silberbauer, senior global director of social media and video for Lego, during a keynote speech at Content Marketing Institute’s 2016 Content Marketing World conference in Cleveland, Ohio.
Lego’s social media strategy focuses on a number of factors, but one in particular stands out as a fundamental key for audience content creation and engagement: social needs.
Humans are, by nature, social creatures, said Silberbauer, and companies need to cater to those needs.
Sometimes this requires thinking outside the box—a task the Lego social media team frequently takes on.
In one particular instance, during a meeting, Silberbauer instructed his coworkers to take all of the money out of their pockets and put it in the center of the table: They’d use the $100 they accrued for their next social media campaign.
George, born from a $100 Lego campaign, visited San Francisco. Photo by Trevor Hirst
It wasn’t an easy task, but the 2011 meeting resulted in the conception of George, a simple Lego human-like figurine. The goal of the campaign was to encourage consumer engagement, so the team posted an image of George on Facebook, encouraging viewers to build their own “George” and post pictures of him in unique destinations in the comment box. The contestant with the most “likes” won a Lego prize. The simple campaign resulted in its own Facebook page, its own hashtag (#legogeorgetravels) and hundreds of consumer-generated posts. Content is still posted on the Lego George Travels Facebook page today.
Another Lego campaign featured the “Kronkiwongi,” a made-up word designed to stimulate creativity in children and adults. In 2015, Lego asked a number of children what a “Kronkiwongi” is and videotaped them constructing it out of Legos. The campaign grew to a point where the company began selling “Build your own ‘Kronkiwongi'” Lego sets.
Leveraging success
Of course, brand managers and social media coordinators often struggle with allowing consumers to drive content production rather than constantly produce it themselves. The strategy often can take away the control managers have over their social media pages, but it’s something the Lego team has accepted as normal—and as a part of its formula for success.
“We don’t control everything,” Silberbauer said. “We basically don’t control anything. We can leverage what is happening.”
So how does the company leverage its success? It all circles back to one factor: catering to social needs. And using multimedia is an integral part of that task.
It’s clear that these particular Lego campaign strategies centered around multimedia content. Whether through photos or videos, the company made sure to tailor content to its customers’ desires, interests and needs.
For instance, the makers of the “Kronkiwongi” video keyed in on the interests of its target audience—parents paying for their children’s Legos—and delivered content featuring kids being creative, fun and, perhaps most importantly, cute.
“The first five seconds of a video are when people decide to keep watching it or not,” said John von Brachel, SVP and content marketing executive for Bank of America, during a Content Marketing World keynote speech. Plus, the human mind processes visuals 60,000 faster than it processes text, which didn’t hurt the Lego campaigns, either.
Lego leveraged the first five seconds of its video with a simple question: “What is a ‘Kronkiwongi?'” From there, it focused solely on the kids, their comical answers and their creations. Today, that video has nearly 3 million views on Facebook.
Oftentimes the simpler your content is, the better. In some cases, this particular content comes from your consumers. And sometimes, these two factors diverge to create some of the best content on your social media pages and websites. And the ultimate sign Logo’s campaigns were successful? We’re still viewing them years later.
Allison, who attended the 2016 Content Marketing World conference, holds a bachelor’s degree in magazine journalism from Ohio University’s E.W. Scripps School of Journalism with specializations in Spanish and English. Her understanding of the ever-changing digital media world allows her to quickly grasp what a target audience desires and create content that is appealing and relevant for any client across any platform.
“B2B ethics vs. revenue smackdown,” a presentation by Kelly McBride, vice president of academic programs at The Poynter Institute, stressed that having a code of ethics is vital to your B2B publication. Yes, many challenges will present themselves when trying to create a code, but don’t let that shy your company away from creating one.
“Ethics is a process,” McBride repeated throughout the presentation. “Spend a lot of time getting the process down, and solving each individual issue will come easier.”
B2B vs. MSM
B2B differs from mainstream media (MSM). B2B publications may have fewer resources and full-time staff, more contractors and freelancers, and unstable or declining revenue. However, McBride says that MSM is having the same issues when it comes to revenue, e.g. Runner’s World — back in 1981.
The 50-year-old magazine made a tough ethical decision after publishing an article rating running shoes: It vowed get rid of its grading system altogether after Nike pulled its $1 million contract when its shoes didn’t do so hot on the scale.
The decision Runner’s World made showcases how ethics and revenue can battle head-to-head, but the two don’t always have to be competitors.
One step at a time
“Ethics is a process,” remember? Here’s the workflow McBride recommends when creating an ethics guide:
1. Principles. The first thing a B2B company should do when creating a code of ethics is to address its core values. Why does your company exist? Once you have those values laid out, they can then be translated to principles.
There was much discussion in the room about one word that related to principles: transparency. Can you be too transparent? Not transparent enough? Maybe, but B2B has a unique relationship with its readers. By respecting that relationship, your audience will appreciate the honesty you bring to the editorial review process and take the time to acknowledge it.
2. Journalistic purpose. After you’ve outlined principles, identify your company’s journalistic purpose. Remember, a piece of content could not serve a journalistic purpose, yet it falls under your company’s principles.
Leadership is key
When creating a code of ethics, take a look at your company leadership. McBride shared four types of B2B media company ethics styles:
Clear internal guidelines and strong leadership.
Vague guidelines and strong leadership.
Vague guidelines and weak leadership.
Clear internal guidelines and weak leadership.
It’s obvious which would be the best situation (The first one!), but can you guess which style is the worst? B2B publications need leadership to execute guidelines, so having clear internal guidelines and weak leadership takes the cake. It’s even worse than having vague guidelines and weak leadership.
“The biggest danger is a disconnect between what you say you stand for and what you actually do,” McBride concluded.
3. Questions. As with any set of rules, it’s important to question them after you’ve laid down the groundwork. Ask yourself what your company has promised, how it can be transparent and what conflicts of interest editors may have. Also ask how you’ll manage those challenges.
4. Alternatives. It’s impossible to predict every circumstance, so have a range of alternatives ready, but take a look at which possible alternatives maximizes your company’s purpose.
5. Solutions. After you’ve addressed numbers one through four, figure out the solutions. Since transparency should be one of your values, decide exactly how you’ll be transparent to your audience. Will you incorporate more Editor’s Notes? Will you link to a Terms of Engagement page on each editorial piece on your company’s website?
Kickoff the code
It’s time to get started. McBride recommends using a “Green Light Ethics” approach, which means your code of ethics will list what to do in certain situations (green lights) instead of what not to do (red lights and stop signs).
She also said a good code of ethics addresses conflicts of interest, anticipates challenges, states company values clearly, contains standard practices, allows deviation through other established pathways and allows a certain threshold for that deviation.
The process still may seem overwhelming, but the ASBPE offers a list of ethics codes for several business, trade, association and professional publications — so there’s truly no excuse to get started.
Start processing your company’s ethics code to avoid possible future hardships.
CLEVELAND, OH – August 1, 2016 – North Coast Media (NCM) is thrilled to announce another strong showing at some of the industry’s most respected award ceremonies. At this year’s Azbee Awards of Excellence, Pest Management Professional (PMP), Golfdom, GPS World and NCM corporate were all honored for their editorial and design work at a banquet July 21 at the Poynter Institute for Media Studies in St. Petersburg, Florida.
The American Society of Business Publication Editors’ Azbee Awards recognize the exceptional work of magazines, newsletters and digital media in the business-to-business and professional publication industries on the national level. According to asbpe.org, nearly 1,150 Azbee entries were submitted in 75 different categories.
NCM’s five Azbee Awards are:
North Coast Media, Silver, Website Design, “NorthCoastMedia.net,” Jesse Malcmacher, Joelle Harms, Bethany Chambers, Pete Seltzer, Steve Galperin
GPS World, Bronze, Website Redesign, “GPSWorld.com,” Jesse Malcmacher, Joelle Harms, Bethany Chambers, Pete Seltzer. GPS World offers news and information for businesses and individuals who work with GPS, GIE, GNSS, and UAV technologies.
Golfdom, Bronze, Original Research, “The Golfdom Report,” Seth Jones, Pete Seltzer, Grant B. Gannon. Golfdom focuses on news and information for businesses and individuals who manage and maintain golf courses.
Pest Management Professional, Bronze, Front Cover-Illustration, “Pest Management Professional: December 2015,” Leo Michael, Tracie Martinez, Marty Whitford, Heather Gooch. PMP offers news and insights to businesses and individuals who work in the pest control field.
Joelle Harms at the Azbee Award ceremony in St. Petersburg, Florida.
Joelle Harms, senior digital media content producer for NCM, was in attendance not only to collect these awards, but also to be recognized as a top young leader by ASBPE. The Young Leaders scholarship is awarded to five of the country’s top business editors under 30.
Along with these awards, GPS World received a Tabbie Award from the Trade Association Business Publications International. The awards recognize the top business-to-business publications from around the globe. GPS World earned the Bronze Tabbie for “Best Use of Social Media.” The contest received more than 400 entries from 11 countries. The judges awarded Tracy Cozzens, Joelle Harms and Bethany Chambers for their variety of social media platforms and the significant amount of updated content.
“All of us at North Coast Media take great pride in our products. We continually look at ways to improve the design and content of our magazines, newsletters and digital media and to increase reader engagement. Receiving these awards is a great honor and supports these goals,” said Kevin Stoltman, NCM President & CEO.
About North Coast Media
North Coast Media, LLC (NCM) is the largest B2B publishing company headquartered in Cleveland. NCM’s flagship brands include LP Gas, Pit & Quarry, GPS World, Pest Management Professional, Landscape Management, and Golfdom. Ancillary brands include Portable Plants & Equipment, Geospacial Solutions, Athletic Turf News and Truman’s Scientific Guide to Pest Management Operations, and a host of other leading industry reference books.
At some point during your professional career, you will be invited to dine with your boss or an important client — or both. Don’t make the mistake of thinking a business dinner or lunch is simply a meal on the company’s dime.
Instead, think of your meal with coworkers and clients as a business meeting with food. You are representing your company, so you had better be on your best behavior at the table.
Here are a few tips that will help you maintain your professionalism and make a good impression.
Make a good first impression.
If you’re meeting clients or coworkers for the first time, introduce yourself with a smile and a handshake (before the meal, if possible). If you’re getting together at the restaurant, be sure to arrive early.
Give thanks.
Before you take your seat, thank your host for inviting you. When the meal is over and you’re ready to leave, thank your host once more. It’s important to show your appreciation, even if you’re just having lunch with your boss.
Mind your manners.
It’s easy to act respectable if you remember a few key points. Put your napkin on your lap and keep it there. Sit up straight. Keep your elbows off the table. Don’t talk with your mouth full. Say please and thank you when asking for food to be passed. Chew with your mouth closed. Place your napkin to the left of your plate when you’re finished eating and ready to leave. Stop at one drink if you’re ordering alcohol. Be polite to the wait staff.
Consider the menu carefully.
Scan the menu quickly and decide what to order; don’t make the entire table wait while you consider your options. Ask your server to clarify menu items if you must, but avoid making substitutions. Don’t offend your host by complaining about the menu choices and not ordering. If the only food that appeals to you is an appetizer or side dish, order it for your meal. Stick with food you can eat with without getting it all over yourself (come back for the BBQ wings when you’re with friends).
Join the conversation.
Don’t dominate the topic of discussion, but don’t stay silent, either. If you’re not sure what to talk about, think of a few subjects in advance and bring them up if there’s a lull in the conversation. Avoid discussing politics, religion and finances. Don’t text or take calls at the table; leave your cell phone in your pocket or purse. If you must take a call or text, excuse yourself and make it brief.
Remember, the way you act around family and friends won’t cut it when you’re dining with clients and coworkers. Act like the professional you are whether you’re in the office or at the restaurant.
Diane Sofranec has more than 25 years of B2B media experience. She joined North Coast Media in 2013 as a digital content producer and is now managing editor of the company’s Pest Management Professional magazine.
But when I woke up for work last week, I pictured worst-case scenarios. Could notoriously cranky Cleveland commuters handle the mess of road closures? Would it matter that some law enforcement agencies had pulled out of the convention security team?
Like many Clevelanders still high off the Cavaliers’ victory, I was certain, we, the affable Midwestern best friends of every TV show, would graciously relish our time in the national spotlight. The flip side to this Clevelander mentality is the nagging feeling that something good can quickly devolve into epic disappointment.
Let me tell you, I have never been so happy to be kind of wrong—the event was a big deal in a good way.
Lesson 1: Planning is everything (as is a well-oiled Starbucks team).
One thing the city of Cleveland exemplified this past week, in the face of a disjointed, uneven convention show, was that planning goes a long way. Before the convention started—and certainly driving in on Monday morning—commuters noticed the sheer number of fences and barricades. These designated walking areas, commuter and through-traffic access and a set of lanes exclusively for secure convention vans and law enforcement. They were well-marked and made for an easy commute. I got into the city from Summit County in under an hour (a feat on any normal workday) following the directions city officials suggested in advance.
The police officers I encountered (from all over the country) were congenial, conversing with visitors, passersby and protestors alike. My morning routine often starts at the Westin Downtown Cleveland across from NCM’s office at Starbucks. To get into the “Team Trump” hotel, you had to go through airport-style security. As I looked around in bewilderment, I got a warm welcome from screeners who understood my confusion at our transformed city.
A trooper watches the crowd on East 4th Street.
And that high-level planning wasn’t just limited to government. Every business I went into had staffed up for the onslaught of visitors (in some cases, only to find they were slower than usual). Nowhere was this more evident than at Starbucks, where weary conventioneers who had partied hardy the night before were in and through the line in record time, commenting on the quality service. And as we know, with coffee, anything is possible.
Lesson 2: Downtown Cleveland is actually a lot bigger than it seems.
As I expected, 70,000-plus people coming to Cleveland last week (I haven’t seen final figures) was not a problem based on sheer quantity. That much was evident when the city amply handled a crowd of 1.35 million for the Cavs Championship Parade. My greater concerns going into the week were about how inconvenienced we would be in our daily routines.
The answer? Very little. Once they got to the city from their hotels (which were all over Ohio), conventioneers, media and protestors were generally limited to the Gateway District around Quicken Loans Arena, East 4th Street and Public Square. While I was briefly walled off by the bicycle cops accompanying the “Wall Off Trump” protest near the casino, I later drove home from work around Public Square without incident.
As expected, you couldn’t get lunch anywhere in that area, but just a couple of blocks down Prospect Avenue the Winking Lizard and the new Buffalo Wild Wings were empty. Back up by NCM HQ in the Civic District, there was barely any sidewalk traffic at all at lunchtime, save for the Make America Read Again librarian.
This was largely due to the many offices that closed or encouraged staff to work remotely (as was the case with ours). Had most of those offices been open, though, I contend there would have been no issue. There is plenty of Cleveland to go around—plus the visitors don’t know about the Phở Thắng Café lunch menu.
Lesson 3: We can do this again … and even better.
Cleveland Chief of Police Calvin Williams won rave reviews from the media, Secret Service—even Donald Trump—for his empathetic, patient handling of protestors. His police force hugged it out, danced it out and prayed it out, never once resorting to violence. And Williams said he’s here to stay in Cleveland. As The Washington Post’s Dan Zak put it, “We were promised a riot. In Cleveland, we got a block party instead.”
I’m not suggesting we become an Olympic host city, but for many of the mid-size trade shows that business-to-business (B2B) marketers and media pros know all too well, Cleveland would be the perfect location. The new Huntington Convention Center here has 225,000 square feet of exhibit hall space, and is adjacent to the Global Center for Health Innovation (also called the Medical Mart), Marriott and Hilton hotels and Public Auditorium. In square footage that isn’t going to steal events from Las Vegas or Orlando, but it could bring in the type of events common in Indianapolis, Pittsburgh, Columbus, possibly even Nashville.
Content Marketing World (CMW) has held a convention here since 2012 that has ballooned in size, and Joe Pulizzi, a former B2Ber himself, has made believers of his CMW attendees that Cleveland is a fun place to spend a week in the fall.
Or, since we do this RNC thing so well, maybe we can get another convention when Gov. John Kasich runs for president again.
Chambers previewed the RNC in May blog post for NCM Insights. She enjoys the sport of politics and previously covered the 2008 presidential election for local media.
Folio: Magazine’s 30 Under 30 Awards were created to “salute the brightest individuals under the age of 30 who are executing on some of the industry’s most innovative ideas.”
