The Arland Group is a boutique creative agency. We want to ask you an important question. Would you rather work with people who want to work with you? Or, would you rather work with people, who work for people, who make them work with you?

The Arland Group Inaugural Summit Finds ‘BEOW’ Factor

by Alyssa Stahr

16 May, 2013

If someone would have told me last week that the catchphrase for The Arland Group’s first ever summit was going to be “BEOW,” I would have looked at them a little sideways. But, in fact, BEOW, which stands for Branding, Engagement, Optimization and Winning! also stands for something else—our creative team hard at work.

The two-day gathering began with some of us meeting for the first time. Arlanders are spread throughout the country, and we had team members traveling in from Minneapolis, Denver, Chicago and Indianapolis. The excitement here at St. Louis headquarters was evident, and we all were ready for two days of presentations, stimulation and collaboration.

Presentations were based around talent acquisition and how TAG specializes in different facets of this realm, be it through sales, social media or customer service. We identified who we are as a company and where we want to go in the future. As someone who works on the creative side of things, it was nice to hear what the sales people do on a regular basis and how the creative team fits into that puzzle.

My esteemed TAG team member, Emily Pirraglia, and I gave a presentation on what we provide our talent acquisition clients in terms of social media and content. In the course of preparing for our presentation, BEOW was born. We posted a photo of Grumpy Cat, and BEOW instantly became a TAG phenomenon for the ages. After all, the acronym fits perfectly with what we provide our customers and what we recommend every creative agency does with their own brand.

The thing I loved most about the two-day summit was the idea phase of the meetings. We all went in with open minds and open hearts. I really feel this is a team who cares about one another and the work we produce daily for our clients. It was great to know that no matter how silly or complicated an idea was, it was still written down and discussed. After all, the most creative minds in history haven’t necessarily been the most straight-laced bunch. World-changing ideas have come from those people.

The next summit is planned for six months out, and with a focus on the creative side of things being the next topic of choice, I can’t wait to see what we come up with!


Engagement Versus Likes/Followers: Which Holds the Most Value?

by Alyssa Stahr

1 May, 2013

The Arland Group office is a mecca for collaboration, and Emily Pirraglia and I bounce ideas off of each other on a daily basis. Last week’s debate centered around the importance of likes/followers and engagement on social media. Both are extremely important. But, empty likes are nothing without engagement. You can’t have engagement without followers, but you can’t grow your follower base without shares and proper interaction. However, which stood out as most important was the basis for our debate.

Clients want to grow a consumer base—after all, it’s great to be popular and have a lot of likes. A recent Napkin Labs study analyzed more than 50 brands with Facebook pages that had between 200,000 to one million fans. Results showed that the quantity of likes was not equivalent to the level of consumer engagement. Simply, the more Facebook fans the brands had, the lower percentage of engagement. Brands work hard to be engaged, but it’s tough to relate on a one-on-one basis once likes/followers grow to an unmanageable number.

A 2012 Ehrenberg-Bass Institute study showed that only a little more than one percent of fans of the biggest brands on Facebook were active engagers. A key to boosting that number is to hone in on super followers (those who engage regularly) and to pick different groups to engage with; try not to leave anyone out within those groups.

Groups can be pinpointed according to followers’ age ranges, geographic locations, interests and more. By grouping, strategically targeting and catering dialogue geared toward specific users within groups, no one is left out. It will show that you are paying attention to the people who have taken the time to follow you and become your fan.

Our discussion ended by agreeing that you can’t have one without the other, but in the end, engagement is what matters most.