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Link to the full article in our bio. 👆🏻
  • Once again, here at Energi it’s business as usual but remotely. Stay safe everyone.
  • Calling our fellow bookworms, today is for you! 📚

From your favourite sun-lounger spot, or perhaps tucked away in bed, there is no better way to celebrate #BookLoversDay than by kicking back with your favourite read. 

Check out our latest blog post to discover a few of our most-loved classics. Link in our bio!
  • Happy #InternationalBeerDay! 🍺

In honour of this fun global event, we’re very excited to share our most recent brew, Energi Rapsody!

What technically is a ‘Rhapsody’ you ask? It's a piece of music written without a formal structure, expressing powerful feelings and emotional excitement. In that note, our limited edition beersie is rich with highly contrasted tasting notes and colour!

This fresh brew is a Bohemian Pilsner with black pepper hops and spicy herbal undertones, that will take you on a journey.

Rhapsody comes along with a curated playlist of Rhapsodies to give you the full experience. 

Check out the playlist link in our bio!
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FacebookChange

Facebook makes more… C-C-C-Changes

April 30, 2018
-
Culture, Shopper Experiences, Shopper Technology, Shopper Vol 6

Q&A with Mel Lee – Strategic Director @ Backchat Media

Facebook threw us all a curveball at the beginning of this year, rolling out a series of changes in how it presents and serves up content. Posts by friends and family are now placing higher in our news feed, resulting in fewer posts from the publishers and businesses we follow.

Now I thought who better to discuss these changes and their effects with, than my friend the very talented Mel Lee. Mel is the Strategic Director for Backchat Media, a digital consulting agency with offices here in Auckland, Tauranga and Melbourne.

So Mel, what do you think inspired Facebook to do all this?

ML: Facebook has been talking for a while about creating an environment to drive ‘more meaningful interactions’. I think everyone will agree that in the last year or so, the newsfeed has become a melting pot of ads for businesses you’re not really interested in, video memes and the odd tag from a friend telling you that if your name begins with M you’re definitely having triplets in 2018.

In addition to this, in late 2017 it became apparent that 120 fake Russian-backed pages were created that distributed 80,000 Facebook posts, reaching 126 million Americans during the 2016 American presidential election. When news of this campaign surfaced, Facebook was heavily scrutinised and critics argued that the social media platform needed to take more responsibility for its role in distributing information (and misinformation). This scrutiny resulted in a declining share price and increased pressure from investors.

On December 15th, 2017, Facebook published an article agreeing that passive consumption of Social Media could be bad for a users health. Then, on Jan 11th, 2018, Mark Zuckerberg (Facebook’s founder) published a post outlining what the social platform would be making changes to its algorithm to focus on meaningful social interactions, rather than relevant content.

A social conscience, wow, so what kind of impact is this going to have on brands?

ML: These changes mean that brands will need to work harder than ever to engage to get at least some engagement on your content, or to build your following through Facebook ads. As Facebook became more sophisticated, brands moved to publish video, realising that this type of content generated the most cost-effective reach.

Brands can expect to see:

  • An increase in Facebook advertising costs due to increased competition for less ad placements
  • Less organic reach on brand content (as brands who pay to promote their content will get higher priority)
  • More focus on ‘groups’ that contain actively engaged users and conversation rather than pages that broadcast to their followers.
  • Some may argue its time to abandon Facebook and move to other channels?

ML: In my opinion, these changes offer opportunities to have conversations with people in authentic and creative ways. Facebook is still the largest and most active Social Media network in New Zealand, and by increasing the amount of time people spend on Facebook, the channel provides more opportunities for brands to market themselves in clever and engaging ways. In saying that, I would recommend supplementing your social media strategy with other platforms- particularly Instagram stories and trying something new, like Vero. These spaces are less competitive for brands and are still an untapped opportunity.

Okay, so there’s still hope, what suggestions would you offer for content strategy moving forward?

ML: Since moving to this new focus on ‘meaningful interaction’, the focus for a content strategy should be to drive the conversation on posts. And by this, I mean replies to comments within a thread, not just comments at volume. Pages should be taking the time to respond to comments on posts to drive more meaningful interaction. The more replies a comment has on a post, the more people that post will reach. In addition to this, Facebook is also placing more emphasis on the role of ‘groups’, so considering if there is an opportunity for your brand to curate a group around your service (or take part in a group that already exists) is an opportunity. Facebook Live is not going away any time soon, and this activity drives real-time audience interaction as well as a video that lives on in the newsfeed. Brands that have the ability to execute Facebook Live productions will find that they continue to build on and keep their engagement with their audiences.

“It’s better to post less content that is of a higher quality, rather than to post more content for the sake of posting.”

Finally, I’d suggest that with the newsfeed changes, less is more. It’s better to post less content that is of higher quality, rather than to post more content for the sake of posting. Be creative, remember it’s about having a conversation with a person on the other end of their mobile, try new things and see what happens!

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GET CONNECTED

Stay up to date with the latest news by Energi, about Energi as well as insights from the world of shopper marketing.

  • Put your feet up this weekend with a copy of @unomagnz’s latest issue, featuring these two incredible @sheeo_world Activators who are doing their part to drive global change and uplift other women in the industry - and we’re loving it!

Link to the full article in our bio. 👆🏻
  • Once again, here at Energi it’s business as usual but remotely. Stay safe everyone.
  • Calling our fellow bookworms, today is for you! 📚

From your favourite sun-lounger spot, or perhaps tucked away in bed, there is no better way to celebrate #BookLoversDay than by kicking back with your favourite read. 

Check out our latest blog post to discover a few of our most-loved classics. Link in our bio!
  • Happy #InternationalBeerDay! 🍺

In honour of this fun global event, we’re very excited to share our most recent brew, Energi Rapsody!

What technically is a ‘Rhapsody’ you ask? It's a piece of music written without a formal structure, expressing powerful feelings and emotional excitement. In that note, our limited edition beersie is rich with highly contrasted tasting notes and colour!

This fresh brew is a Bohemian Pilsner with black pepper hops and spicy herbal undertones, that will take you on a journey.

Rhapsody comes along with a curated playlist of Rhapsodies to give you the full experience. 

Check out the playlist link in our bio!
  • July 2020 will be remembered as the month for social media going dark.

At Energi, we joined the global boycott initiative over the last 30 days in order to express our disappointment in key social media platforms allowing hate speech to fester unheeded. 

Read more about this, along with the other exciting things we and our clients have been up to during this period in our latest newsletter. Link in our bio. ✨

#GoodEnergi #BlackOut2020
  • Another year has rolled by and we are back to Matariki Festival and the new year. We recommend visiting Takutai Square at Britomart to get your hands some  delicious hangi by the @themaorikitchen and watch daily kapa haka performances

 #heartofaklcity #matariki #hangi @heartofaklcity
  • A very happy belated birthday to our amazing account directors, Melissa and Pen. ✨ 

We are so grateful for both of your diligence and hard work over the years.

You both bring so much joy to our team and clientele, we appreciate all your contributions to making the magic happen.

Special thank you to @bluebellscakery and @flowersafterhours for helping us spoil our girls. 

Let the celebrations roll on! 🥂
  • What a day! 🙌🏻 Last Friday, the Energi team ventured over to Waiheke Island for a strategic planning Away Day.

It was an action packed day filled with lots of hard work, followed by an amazing gin-making session with @thebotanicaldistillery and a divine meal at @mudbrick_nz in the evening.

2020 Here we come!👊🏼 #GoodEnergi #AwayDay2020 #WaihekeIsland
  • Our front door has undergone a bit of a makeover to include the newest addition to our family on Anzac Ave…

Very exciting times ahead!

#GoodEnergi #ArugaNZ #Headlight #Partnership
  • The cat’s officially out of the bag! 😻

We’re very excited to announce that Energi is partnering with @aruga_nz, one of Australia’s most dynamic PR agencies.

Rated the top PR agency in Australia last year, this amazing agency has a lot to offer the NZ media and communications landscape.

Backed by solid experience, Aruga has an enviable client portfolio of more than 120 big-name brands, local legends and small challenger brands in Australia and has now turned its attention to New Zealand.

Aruga NZ will be based out of our office on Anzac Ave, so drop by if you are interested in having a chat.

We are excited about what 2020 holds for us all.

#GoodEnergi #ArugaNZ #PR
  • We’ve had a fun day in the office shooting with our newest client @thefloristaklairport. Life is always brighter with flowers! 💐
  • Happy birthday for Saturday 23 May @vishalponnappa. Thank you for your diligence, integrity, creativity and strategic smarts that you bring to the Energi clients everyday. Enjoy your next 12 months traveling around the sun and your @jumpinggoatliquor birthday gift with our sincere best wishes and appreciation.

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Facebook makes more… C-C-C-Changes | Energi Advertising